Take It Face To Face

Hello Demographic M25-54

Couldn’t help but post about this. A few days ago the Guardian had an article about two Dunkin Donuts in Buffalo NY which are using facial recognition software to analyze their clientele and serve contextual advertising to them based on their demographic appeal, and possible current or past purchases.

The article mentions Minority Report and it is the first thing I thought of.  Does this look familiar to anyone?

I don’t think I’m the only one who considers this creepy.  I’ve always had an interest in economics, and as my career has progressed I have found it interesting to see marketing’s role in an economic system.  In a perfect market, all information is distributed freely and instantaneously.  This allows customers to know exactly what kind of service, options, pricing, products, etc are available and how they match with their own personal values.  When product A reaches a point where it will deliver more utils (an economic term for units of satisfaction) than product B the consumer will purchase product A.

I believe marketing’s function, to a degree, is to spread the message about your company’s product or service and how it fits into the marketplace.  Maybe its the lowest cost option, highest quality, longest lasting, lowest maintenance, best tasting, healthiest, etc.  This arms the consumer with the information and validation they need to move forward with a purchasing decision.

There are a number of widgets and programs available that help accomplish this now (some we’ve even built.)  They range from the Southwest Ding to a standard threshold buying profile on any MLS program.  This allows me, or you, to set our buying thresholds - I’m interested in buying product A or a reasonable alternative, for X dollars.  And when a product or service that matches that threshold is available, it lets you know, and you can move forward buying it if you like.  To me, that is helpful.  It saves me time, and helps ensure I am getting a deal I am interested in.

Camera 4 Sees Ad Revenue!

My concern with the contextual system put in place at these Dunkin Donuts is that they will simply make guesses based on your demographic profile.  Sure some taste will overlap among people, but for the most part this feels like an invasion of my privacy which doesn’t benefit me.  The cost of my privacy is X dollars to the advertiser interested in reaching MALE DEMOGRAPHIC 25-45.

I don’t mind being marketed to, but if you want me to be responsive and embrace your company and product, them market to me on my terms, not yours.  Am I alone here?

Stretching your marketing and pr budget is key when you run a small business. One thing I can never understand is why small business don’t take a page from big business and learn. Coca-Cola has always been one of the best brands when it comes to creating marketing campaigns.

Sure your business might not have the dollars as Coke, who does besides Coke, but using some the same techniques you can help create a brand tie in that will make your customers think of you when hear of the Olympics.

1. Discounts and Rewards
When ever an athlete or country wins a medal offer a discount to your customers.

2. Updates
Offer a news or updates through a social media site or from your home page to your customers.

3. Brand Tie In
If you sell pizza you can make an Olympic pie, if you sell widgets you can offer and Olympic widget. I think you get the idea.

4. Talk About It
Add the Olympics to your email signature or find a gold medal counter and put that widget on your website. Simple things like a congratulations to someone via your Facebook tag line or putting a banner on your site to help marry your presence and the Olympics.

5. Be Excited
Let your marketing be about the Olympics, try to think of it as support not selling something. If your customers see that you are actually interested in supporting the Olympics your customers will be more likely to support you.

These are just a few ideas on what you can do to help marry your brand and the brand of the Olympics. Brand marriage is a great way to help your company or service stay current and grow. If you want to see how Coke does it or get some more ideas on how to help your brand out check these blogs:

Donna’s Promo Talk

Wall Street Journal: Independent Street

These are just five quick tips on how you can tie your brand to the Olympics. Can you think of any other? Let me know.