InnovationCreation

This last May I wrote about my experiences with Starbucks' "Get more of what you love with a Starbucks Card" campaign (my post). I believe they have gotten this straightened out now. When I order a soy mocha, I don't need to remind the barista that my card is registered and they don't have to figure out how to process the card. Order, converse with barista, pay, done.

However, there is one part of this campaign that does still irks me ... This campaign is not accepted at all Starbucks. Huh? What do you mean not all Starbucks? Aren't all Starbucks alike? No and here's the rub.

There are Starbucks that are what I call "company" stores. They are Startbucks stores owned and operated by Starbucks. These stores are in the vast majority that people see. Then there are those that are "fake" Starbucks. They look, taste, and smell like any other Starbucks. Except they don't have to accept all the same promotional campaigns that Starbucks as a corporation is running. For example, the Starbucks in the Indianapolis Airport or the Starbucks in the Las Vegas Convention Center are not "real" Starbucks.

True, the employees dress and act like Starbucks employees. They have the same products and marketing material. They both even take the Starbucks store card! But that airport or convention center Starbucks do not participate in the "Get more of what you love with a Starbucks Card" campaign. I don't know why and I really do not care. What irks me is that Starbucks has me so trained on their brand that when that brand fails me I feel miffed, let down, abandoned.

Abandoned? Ok, this may sound a bit harsh. But those "fake" Starbucks are ruining the Starbucks brand: I have come to expect a certain level of service, consistency, process, and taste with what I order (tall decafe soy mocha, extra hot). I am a regular. That regularity is reinforced with my Starbucks card and my actions to register it (registering it gets me free soy milk, knocking off $0.40 each drink). When that regularity is disrupted then that causes me to feel like I have been cut off, shown to the door, not part of the culture. When I order a tall decafe soy mocha, I expect to have the price of the soy removed. And when that does not happen I will, on the next order, now have to monitor the drink making process. This requires my time and attention that I really would prefer to spend elsewhere.

So if you are thinking about brands and how to allow those brands to be licensed out / franchised, insure the plan includes education of the impact of drifting from that brand and what could happen to the revenue. Don't make licensing / franchising your brand result in a flesh burn for your customers.

Labels: coffee, culture, information, marketing, product, risk, starbucks, trends

When I hear the term "new media" I think of cool and interesting, possibly fun and something I want. Interestingly, the term new media is about media that is new today. In the mid 1990's there was a magazine called "NewMedia" which covered all the things happening on the web. At that time, the new media of the day was what ever was on the web. Any web site could claim to be new media. The ability to put up information on a network that allowed anyone in the world to see it was way different than the current media of the time; print, radio, TV.

Think about how you were informed of events in the agriculture industry in the late 1980's or early 1990's: newspapers, magazine, radio, TV. National Association of Farm Broadcasting, Farm Journal, or Feedstuffs anyone? These networks of media brought to you via snail mail or the airwaves info you needed to manage your agribusiness. Piles of papers and audio reports on the hour required you to pick and choose, pull info together, and make sense of it all manually.

As technology advanced, so did the ability of ag information to get to you in a streamlined fashion. Companies like DTN tapped into early electronic networks to bring all the information you needed straight to your computer (everyone remember those Apple II's?). While this still required some personal effort to integrate the information, electronic services started to remove the barrier to information access and understanding. This became the "new media" of the time. The same types of information yet presented and discovered in a whole different manner.

Today the new media has evolved to include finding and delivery of audio and video. While audio and video on the internet has been around since the mid 1990's, the process by which this type of media reached you has changed. No longer do you need to concern yourself with figuring out what to do with the files and how to listen. Service like DirectTV, Tivo and iTunes make obtaining shows like SwineCast or AgToday simple.

New media has also expanded on how information is presented. A great example is weather information: weather reports used to be static; look on the back page of the paper and see the 5 day forecast. Or, tune into a Brownfield Network radio station to get the recent weather report. Now weather reports come in all sorts of flavors, from old school media (the 5 day forecast in the Indianapolis Star still is handy), to the Weather Underground, the Weather Channel, and the US government's Aviation Weather Center. Each of these are pulling from a standard set of data sources and adding new methods for interpreting, understanding, and using weather information.

There are even services that supply, for a fee, weather information to speciality industries in a form that is delivered faster, provides usable analytics, and expert option on actions to take. Planalytics and Weather Services International are two such weather information service companies, offering to the ag industry tools to help make decisions. These methods of discovery, presentation, and understanding are the "new media" today.

Labels: cool, creativity, ideas, information, innovation, new media, software

OLPC News is tapping into tools to build a community and spread the word on all things OLPC. This is a great example of simple tools pulling together people to bring focus to a need, issue, or product.

Some of the tools include:

• Six Apart blog
• Frapper map
• YouTube videos

Other "tool" being used are really good old fashioned social skills. They talk about a poular topic that they are very interested in and leverage their personal network to get participation and news.

Labels: information, innovation tool, social intelligence, social networks, social science

A group I meet with chatted about Everything is Miscellaneous by David Weinberger. Justin Keller, Marketing Manager of ChaCha.com, sent out to the group these two YouTube video links.

Information R/evolution
http://youtube.com/watch?v=-4CV05HyAbM



The Machine is Us/ing Us
http://youtube.com/watch?v=6gmP4nk0EOE

Labels: information, miscellaneous, weinberger