Tag Archives: communities

Beyond Brand: The Kawartha Dairy Company

The Kawartha Dairy Company, since 1937.

Yes, this is about ice cream. My favourites are strawberry, chocolate, butter pecan and french vanilla.  Here is French Vanilla: 

FRENCH VANILLA: ALL NATURAL. No artificial flavours or colours. Pure bourbon vanilla and eggs give that bold flavours and a sprinkling of vanilla seeds.

Kawartha Dairy has a website, several storefront locations and is distributed throughout Ontario, Canada and notably Metropolitan Toronto. The “Kawarthas” as they are known by, are located northwest of Toronto by about 100 miles. It is cottage country, rural. Lots of forests and lakes. It is also the home of Kawartha Dairy. Every time I eat Kawartha Dairy ice cream it reminds me of the years we spent at the cottage – family, friends, puppies, children. Ice cream that has always been a part of our lives.

No Facebook, no Twitter, no mobile apps, no need to check-in at their stores on FourSquare. All you really need is a scoop, a bowl, some wild blueberries maybe or fresh strawberries or perhaps even some Canadian maple (light amber #1)  syrup as occasional toppings.

Kawartha Dairy. The tastiest ice cream. Beyond a brand.

– Ted Morris, 4ScreensCRM

Social Media is a Croc

There’s an awful lot of chit chat on social media networks about Apple’s latest product – the iPad. This is yet another successful product launch and continued revolution that Apple is leading in bringing new technology appliances to the consumer marketplace. It’s absolutely stunning that Apple doesn’t spend a cent on social media yet has garnered an enormous amount of publicity (admittedly good and bad) from people who just can’t help talking about Apple products on the social web. Maybe that’s one of the reasons why Apple doesn’t spend any money advertising on social networks – all of the publicity through Word-of-Mouth from those who desire, own and love to talk about Apple’s products is FREE anyway.

By the way, anyone who purchased Apple shares a few years ago would have made enough money to fund their iApple desires for the next decade…

– Ted Morris, 4ScreensCRM

Marketing Research Mindset: Stop Debating ‘Social’

Yes, look here for answers

Is it research or something else? Social media, Business Intelligence, Customer Relationship Management, Online Communities and Marketing Research (MR) – all are ways to listen and understand customers.

My guess is that MR is filled with the most angst amidst some sort of identity crisis in relation to social media.  Witness this recent piece in Research Magazine:

The survey of marketers, conducted for the IAB by research agency Opinion Matters, found that the most common use of social media was to drive awareness and consideration of a brand, as well as engagement and advocacy. 60% of the firms surveyed said they were using social media for research purposes, but when asked where social media fits in their organisation (selecting all answers that applied from a total of six), only 12% chose research, compared to 73% who chose marketing, 33% who chose PR/communications and 20% who chose ‘other’.

No wonder there is angst. MR isn’t really seen as delivering value when in comes to social media. If you get a migrane just thinking about social media, consider the following possible remedies:

1. Social Media won’t go away but respondents have: While people are giving up land lines and don’t like getting unsolicited mail, they’re opting to express opinion on the Internet in a pure, organic way. Partner with an online monitoring firm and create a new social science.

2. Stop hiring more MR professionals: Instead, hire people who understand the digital space. Marketing Technologists speak to ways in which applications enable the marketing process and the customer experience. Innovate.

3. Clients are buying-in to marketing research online (MROCs) and owned media platforms: In order to deliver incremental perceived value – business insights or new ideas – you must play in the right sandbox when it comes to customer listening.

4. Stop acting like an accounting function : It’s the job of the MR professional to guide the CMO and others, in a brand or customer management role, to see the way forward. Focus on what’s in the cloud and drive the next big idea. Act in real-time.

5. If you try to prove ROI you will die: Ask yourself, how many things does an enterprise do without having to justify with ROI? Do marketing, strategy, HR and finance have to deliver ROI to justify their existence? MR needs to focus on business benefits as the way of knitting together social media across the enterprise. Be the Voice of the Customer.

Leadership is the best way to overcome angst and clears the way for taking ownership. No one will fault you for that.

– Ted Morris, 4ScreensCRM