Category Archives: Marc-eting

Marc-eting 101: Wearable Tech Trends

We asked Canopy’s Managing Director, Marc Sampogna, “How do you see wearable tech influencing marketing?” Here’s what he had to say:

Wearable technology is clearly on the rise and the ceiling has yet to be cast. From blazers that guide you to your destination, to sports uniforms that enable you to feel the action of your favorite player live, sky is literally the limit for where this can go. Brands, if they haven’t already, will capitalize by setting up advertising platforms where messaging and physical interaction with consumers will take place. For example, how cool would it be if while wearing the NAVIGATE Jacket from We:eX, you commanded it to guide you to the closest shoe store, and based on your ad buy, the top payees would get first dibs at that customer — meaning the jacket would direct them to their store, and push promotions and deals in real-time. This would certainly take the fuss out of searching on your phone for directions, and even the internet for deals. Needless to say, this is in the works, and will change the face of how we directly market to on-the-go consumers.

Other brands I’ve seen capitalizing on wearable technology: Virgin Airlines — piloted a program using Google Glass, smart watches and smart phones to enhance and personalize the travel experience for first class flyers; Spotify — using sensors to stream customized music based on a listener’s heart rate and motion; Ray Ban — partnered with Google Glass, to develop something way more stylish and trendy, and lastly, Huggies — created a clip on humidity sensor and app to alert parents when their little one has had an “accident”. The list could go on and on, but this is a blog, and I don’t have many characters left before you stop reading…

Marc-eting 101: Type Cringe

The latest campaign from e-trade, “Type E”, has so many cringe-worthy aspects, it’s hard to watch. They’ve gone from one of the most memorable campaigns, to one that’s the exact opposite — simply forgettable. They’ve failed to adapt to the ever-changing landscape of financial marketing, and have opened the door for their rival, Scottrade, to grab more market share. The time and place for humor in an unstable economy may be gone, however, cute babies providing advice always seemed acceptable. And while I drew tired of those babies, as a marketer, I would’ve never substituted them for singing professionals. I look outside of the category at what Geico’s done with their brand by evolving the gecko and their tagline into strong campaigns that still hint to those iconic elements. GEICO’s taken a huge brand equity and refashioned it in a way that stays true to who they are, while delivering a “sticky” campaign. The ultimate question comes down to this for you folks at e-trade: What do you stand for? What’s your brand moment? How do you expect your target to internalize your brand? The list can go on and on. I know I’d have a hard time coming up with answers to these based on what I see today.

Marc-eting 101: Fact or Myth?

6a00d8357f3f2969e2017c3889b374970b-pi

When Canopy’s Managing Director, Marc Sampogna, was asked to discuss common digital marketing myths, here’s what he had to say:

While I wouldn’t call them marketing myths, I believe every marketer and brand for that matter, has a different perspective on how to reach their target audience, especially in the digital space. For instance, there’s been a lot of speculation around the notion that “traditional marketing and advertising is dead”, and that “everything is digital”. This is total bulls#*t. There will always be a need for traditional marketing methods like TV, print and out-of-home. But, as marketers, we need to understand mobile/digital is now the first screen for most consumers, but this is most likely a generational thing. Boomers and older generations still value the traditional, while Gen Xers and Millennials are certainly more digitally focused. There will always be a need for both. My advice about this “myth”: Find the right balance based on who your audience is, and create your media mix from there. You’ll reach them both ways as appropriate.

tumblr_mxkdz5fAhO1qlsrn9o1_500
The second “marketing myth” I’d mention is the PC card (that’s Politically Correct, not Personal Computer). Some marketers think there’s a need to be PC in their communications due to potential backlash from certain activist organizations. But, this is really a matter of taste, and what’s on or off brand. We live in an era where no matter what you do, you will always offend someone — you can’t please everyone. As marketers, our job is to generate awareness and attention for brands. If it’s Ron Burgundy throwing eggs at a Dodge Durango, you’ll likely get someone from some food activist organization to find it offensive, but you can’t let that hinder your judgment on what’s right for the brand. The right consumer will accept it, which is primary, and any debate about food conservation will become secondary. Lastly, take Cheerios and their interracial ad that had conservatives cringing. Are you kidding me?! And how did Cheerios respond? By taking out Super Bowl spots (for the first time in forever) to air more of these so-called controversial ads. I love it! My advice: If worried about creating controversy, watch what Cheerios has and will be doing. A family brand that’s taken a so-called risk that is completely tasteful and on brand, and made people really think about what’s a fact of life versus a controversy.

My two cents…

Marc-eting 101: The Perfect Fit

hiding-computer-618x275

When asked, “How do you find a great designer for your website?” Marc Sampogna, Founder of Canopy, had this to say…

When it comes to finding a great “designer” for your website, it’s crucial for you to understand the varying definitions of the term first. There are front-end and back-end designers. You need to find a person or team that can understand and marry the two. It starts with a deep understanding of the space you’re in and your end user. The ability to grasp the emotional and functional experience you’re trying to deliver is critical for them to understand. It starts with making sure they understand branding, and the strategic position your company/business is trying to own. That then can be translated through the design and user interface. Once you’ve checked the above off your list of criteria, then it comes down to budget and timing. If you want to think big for your business, you have to make an investment here. You don’t want to develop something on the cheap, and then have to start from scratch a year later (trust me, you will). I believe firmly, that in the digital space and for websites in particular, you get what you pay for. Having a digital division for years in my agency, we’ve learned that clients that want to cut on budget, typically on the online experience, which is very inefficient. I’d look to hire a smaller firm that will appreciate the nature of your business, and look at the work as something that aligns well with their particular niche of industries they work within. This may come in the form of a team of two people or twenty. Nevertheless, they need to understand your goals, be passionate about what you’re trying to accomplish, and absolutely understand the notion that digital and web is about delivering on an experience where behavior meets emotion, and usability meets design

Good luck!!