Consumer-opoly: What really motivates consumers?
January 11, 2010 by caroline b. · Comments

- Cover of King Corn (Green Packaging)
Blogging on behalf of an advertising and marketing firm, I realize that I should be prepared to answer that question, rather than simply pose it; however the truth is that the deeper I dig, the more vexing the question becomes. What actually motivates consumers? Moreover, what motivates consumers to make 180 degree changes in their behaviors, not just switch from one brand of paper towels to another? This weekend I watched two documentaries: King Corn, a film about two Boston boys who move to Iowa for a year to grow corn and subsequently follow the path of their corn through the American food system, and Bigger, Stronger, Faster, a documentary about three brothers, two of whom use steroids, leaving the third brother to wonder whether steroids are as bad as we seem to think they are. Both films challenged my established thoughts about their respective subject matter, but more than that, King Corn left me wondering what on earth it’s going to take to motivate American consumers to think—and buy—differently.
As marketers, we believe that we have the power to help companies do this very thing. Give us the time and creative license and we can show consumers the enlightened path. We can turn Coca-Cola loyalists into Pepsi drinkers via a blind taste test. We can convince people across the land that our toilet paper is softer and stronger using two pound weights and a spray bottle. There is a long-held idealism here: show people the “truth” and they will make the right choice.
But then I watch King Corn and I am reminded why Holland-Mark doesn’t put a lot of stock in consumer research. Fast Food Nation, Super Size Me, Food, Inc., King Corn—every one of those movies is telling us the same thing. With infallible proof and research to back their claims, those films tell us to stop eating the way we eat and demand a higher quality product, because the way that we are eating and the choices that we are making aren’t just gnarly, they are killing us. Seriously. (I even took the time to call my stepfather, a rancher, farmer, and crop duster in Texas, to discuss the information I was taking in. His response was almost exactly the same as the farmers in the documentary: “If people wanted quality food, we’d produce quality food. But people want cheap, tasty bullshit. So that’s what we give ‘em.”)
But consumers don’t care. Or perhaps they (we) do care, but not as much as we care about our ratio of cost-and-convenience to consciousness. I want to eat products that aren’t chock-full of corn and bullshit, but I’m also not willing to go out of my way to find them. Oh, and the cost needs to be the same. In other words, while we can convince someone that Pepsi tastes better, you better believe that if the Coca-Cola is on sale, or just in a more visible spot in the store, that Coca-Cola drinker is going to go right back to drinking the red can.
So what—if not impending death and doom—does motivate consumers?
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What a Difference a Day Makes
January 6, 2010 by Chris Colbert · Comments
I have long marveled at the capacity of Homo sapiens to use the Gregorian construct of calendar days to act, think and feel differently. 364 days after our date of birth, we have a thing called a birthday. A day where we believe we are more special than the day before and the day after. We also believe that the third Thursday of the month of November is the day to give thanks. And we believe that Fridays are days we can begin to relax and Sundays are days of rest. Well, at least we used to believe that. And we believe that the new year, as represented by January 1st, represents a whole new world, or at least a whole new capacity to create a new world, which implies that December 31st did not carry the same potential… Now, I know deep in the recesses of my left brain that that is just silly. A day is a day is a day. But that’s not always true.
The turning of the page from the dark and stormy 2009 into 2010 has brought with it an almost palpable collective exclaim of “phew” and “hurrah” and sunny declarations that this new year will be a better year. And that’s a good thing. The capacity of people to move forward is in large part predicated on how they feel. Give them hope and they will engage. Give them doubt and they will circle their wagons. Japan’s lost decade being perhaps the best example of the latter. My worry is that the hope and positivism that is appearing presumes that the good times we left two years ago are somehow magically about to be back. That all those jobs will return, that the dollar will strengthen, that home sales will return, that all will be just the way it was. I think not. I don’t believe that world will ever return. Nor should it. The new order of things says there are no gimmies, and that value is everything. The value of the dollar, the value of the home, the value of the worker, the value of the brand. Many businesses have commoditized or been dis-intermediated, our capacity to out-produce the world has been long lost, and our incestuous consumer-credit-based economy has pretty much eaten itself and its kin. Our ability to regain our economic footing is purely predicated on creating more value than others can create. And while that may seem daunting, as individuals, businesses and country, the first step is to believe we can. And thank god for January 1st. What a difference a day makes.
Another Take on the Future of Print Interfaces
January 6, 2010 by Mike Troiano · Comments
Love this, both the thinking and the result.
Air Fair?
January 3, 2010 by Rob Waldeck · Comments

- Image by caribb via Flickr
I feel like I am a reasonable customer. While I really appreciate great customer service I am quick to forgive less-than-stellar performances by any one person. You never know what they may be dealing with . . . a death in the family, a divorce, an illness, or maybe the cable guy hasn’t shown up. What I don’t have patience for is corporate incompetence. When large businesses run by smart and incredibly highly compensated individuals can’t get the message to the minions about what needs to be done to provide a simple and pleasant buying experience for their customers.
Is it obvious? I just hung up with Delta Airlines.
To prove I am not a total prick, let me say that I had a less-than-stellar interaction with the guy at the returns desk at Best Buy in Burlington, MA, and I wasn’t motivated to write a blog post. Delta motivated me.
Last night I tried to book a flight online and after going through the whole routine I received an error message: “Fare No Longer Available.”
I tried again, assuming some kind of user error or maybe a momentary glitch in the system: “Fare No Longer Available.”
It was late and I was tired, so I tabled it.
Almost 24 hours later I tried again and had the same result. I tried different computers and different web browsers.
No luck: “Fare No Longer Available.”
So I called. “No problem, Mr. Waldeck.” Except the fare was $20 more than the online fare.
“Would you waive the $20 fee?” I ask. “I’m having trouble online,” and I recount my whole story.
“Nope,” she says, “there are no reported issues online.”
“Manager?” I ask.
“Nope,” she says, but she can connect me to some internet something or other group.
Guess what? The internet guy confirms they have been working on the site all weekend and they are having problems. He can book my flight for me if I can hold a few minutes — but it appears the cost will be $4 more than what I was shown online. “Sorry,” he says, “but we’re struggling with our rates this weekend as well.”
This is a long story. Here is the short version.
At the highest level of the Delta organization, they authorized and planned for website and fare updates to take place this weekend. What they did not do, apparently, was two important things that would have made my experience acceptable:
1) Let Delta’s front-line phone folks know that the website is being tinkered with and there may be problems;
2) Empower the same folks to book flights over the phone and wave the extra fees.
I stepped off a Delta flight a few days ago. As we landed, I am fairly certain I heard them say “that they know that I have a choice when it comes to air travel and that they appreciate that I chose Delta.”
I’m not sure appreciation is sufficient.
Posted via email from holland-mark posterous
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So 2008
I was going through a desk drawer and found my old 2008 day planner. It hit me that I had no need for a 2009 one, and certainly won’t be needing one for 2010.
Between handy iPhone apps and my whole work and personal world being organized on Google; paper calendars, address books, to-do lists, and even sticky notes seem to be items from the past. I even use my iPhone for my grocery list and am also using it to write and post this blog right now.
I love technology and find it amazing how fast it changes, and how much has changed in the past 10 years.
Can’t wait for what’s in store for 2010!
Sent from my iPhone







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