Digital Hive

Why did America stop loving Star Jones?

OK OK so before you dismiss this post as completely unsubstantive (thus off brand for Digital Hive) let me just say - there's an insight in here somewhere, I just need your help to identify it.

If the many media sources reporting on the topic (identically) are to be believed, Star Jones got canned from The View. She got canned because her appeal among viewers declined. Her appeal declined (allegedly) because viewers didn't like her as much after she lost weight and grew disenchanted with her relentless quest for free stuff for her wedding.

My question to you all is: what's the real reason her appeal plummeted?

I thought everyone loved you when you lost weight (isn't that one of the reasons you lose weight?) but maybe people just get all jealous and bitter and really hate you for your success. Perhaps Star's lack of candor about how she lost the weight (it's alleged - again, in many media sources - that she had gastric bypass surgery) disappointed the fans of a show where celebs (and the hosts) take pride in "letting it all hang out" and "keeping it real."

Maybe her less than exemplary behavior pushed people over the edge - but wasn't she always like that? Why was her behavior acceptable when she had an additional 150 pounds on her, but not once she got thin.

A great big shout out to Gallery of the Absurd for the visual above - the site is packed with insightful, artistic visual interpretations of pop culture. Check it out for yourself at: http://galleryoftheabsurd.typepad.com/14/

A Reminder: Build Product Around Insight

Sitting as we do in the realm of marketing, oftentimes far from the development of the product we position and sell, it's fascinating to hear about developers who get it. To be clear, my idea of "getting it" entails identifying customer needs, honing in on the core insights, and then leveraging them to build a better product that is both rationally defined and emotionally compelling.

I recently had the opportunity to travel to the UK to work with a hotel client who, i believe, gets it. They've identified an unmet need in the market for one of their products - extended stay hotels - the kind that feel more like small apartments than hotel rooms (enhanced with, among other non-hotel-like amenities, a free laundry room and small grocery store.)

One of the core value-adds of any extended stay property is related to the home away from home feel provided, in part, by the ability to socialize with your fellow residents. But, our client realized the English, unlike Americans, will almost never spontaneously introduce themselves to complete strangers. So, in addition to the core amenities available in any extended stay property, they employ a breakfast "host" whose job it is to remember the names and background of the guests and facilitate introductions. Not only are guests stay-related needs taken care of, but a new emotionally satifisfying social outlet is also opened to them. Breakfast host as social connector.

If only all products were so closely linked in to who we are and what we really need.

Dogs are the new kids?

According to an article in the Sunday Globe dogs are the new kids - at least for some upscale urban residents who don't have kids (yet).

"With more professionals opting to wait longer before having children or getting married, dog specialists say urbanites are redirecting their attention and disposable income to their dogs, dropping hundreds of dollars to ensure their four-legged friends get the best in food, grooming, and care."

The "dog mom" from one couple who doesn't have kids says "she does not feel as though her family is missing anything. Gershwin (her lab mix) receives glowing report cards from Dog Day Afternoons (where he goes for day care) and gets shampooed weekly at a grooming salon."

What does this tell us about the essential motivation of humans? An obvious point - perhaps this behavior suggests that for some at least the need to care for "offspring" is genetic - and that if we don't have our own offspring (yet) we look for substitutes.

Other thoughts?

Here's the link to the Boston Globe article (reg. req'd): http://www.boston.com/ae/food/restaurants/articles/2006/06/11/lapping_up_luxuries/

Companies still not getting blogging

Sorry to go all geeky on you with such a data-heavy posting but I think it's kind of important. Click the visual at the left to view full size.

eMarketer (www.eMarketer.com) has reported on a poll about how companies are using blogs done by Harris Interactive (the poll was sponsored by Makovsky + Company).

Disturbing factoid #1: only 30% of senior executives report that they have a thorough understanding of the term "Internet blog." Disturbing factoid #2: 62% are somewhat or not at all convinced that blogging is gaining credibility as a communications medium.

Also, "marketing executives are more concerned about moderating/limiting what is being said on blogs, than taking an active approach and actually listen and learn from the voices around the Web."

Robbin Goodman of Makovsky + Company observes: "executives at top companies are slow to come to grips with recognizing [blogs'] importance in building a dialogue with customers and other stakeholders — including critics."

Net net: lots of marketers who have a professional obligation to "get it" don't get it when it comes to blogging. Sad for them, but great that it creates opportunities for the companies that do get it.

Taking product sampling to a whole new place - bus shelters

Thanks to AdVerblog for a great post about some wonderful outdoor creative in Vienna done for a shower curtain manufacturer. There's nothing quite like giving prosepcts a chance to touch, feel and use your product before buying. Not sure what the online component is - certainly this offline idea would lend itself handily to engaging online interaction.

The ever-informative AdVerblog is at: http://www.adverblog.com/

I told you reflecting real consumers works better than being fake & too aspirational

Remember all the controversy caused by Ogilvy's "Campaign for Real Beauty" for Unilever's Dove? It features real women rather than emaciated airbrushed Paris Hilton wannabes - surely the world would resist this outreach, the critics said. Alas the consumer again disappoints the critics - the campaign won the top prize Wednesday night at the 38th annual Effie Awards show.

You go girl!

Read our prior post on this campaign here: http://digitalhive.blogs.com/digiblog/2005/09/real_women_real.html

AdWeek's article is here (reg. req'd): http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1002650458