Return On Intentions New Home
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Kleenex follows through
I ran into this post from Mark Bixby about Kleenex’s new spots. Take a look at it here. Mark couldn’t be more right…but the story doesn’t stop there. To support this campaign Kleenex built a website found at letitout.com (let it out) . On this site you’ll find the same theme of Kleenex as an emotional support product but also asks the user to get involved by uploading pictures, videos and stories about emotionally charged moments in their lives, presumably where Kleenex could have been with them. The creative on the spots were great and the follow-through on the site was equally as good. The angle they are going for begs for interactivity and it delivers.
The spots connect emotionally and in a relevant way to the audience in mass. The website lets the consumer interact with the brand and the concept with Kleenex being overly intrusive. These two steps give customers a real reason to evangelize about the product, or at the very least, tell all their friends to go check out the site to see their contribution. Expect some good word of mouth. This is the making of a good campaign.
Nice catch Mark.
Pesos, the P is for Pizza
Have you ever gone to Mexico on a vacation or business trip and came back with 200 pesos in your pocket not knowing what to do with them? Well most of us, if you’re like me, will save them because they look nice or because it brings memories of Mexico. We know that when those pesos cross the border they become useless. If you live in California, I forget the county, you can put your Mexican pesos to good use. Yes! you can spend the money that you brought with you.
Pizza Patron is the name of the place that actually takes pesos for any pizza that you might want to buy. Yes, Pizza patron made a deal with the US banks, which don’t exchange mexican pesos by the way, so that the business can take pesos as well as dollars. Now everybody who has leftover pesos from their trips can spend them there at the pizza place. Business has been going so well for them that they are about to open another chain there in California. If you think about it, it makes a lot of sense because people have all this money laying around, and can’t buy anything else but pizza.
Pizza Patron exchanges the pesos to 12 pesos per 1 dollar. The peso usually fluctuates between 10 and 11 pesos per dollar. The pizza business does not gain anything because their prices are always in dollar amounts so the amout of pesos doesn’t really matter. The only enterprice that has an advantage on the fluctuation are the banks because they win at least 15 cents over every peso exchanged with the Mexican banks. It works like interest. The banks are glad to exchange those pesos for dollars with Pizza patron because it is just like an investment.
Of coarse not all the business is done in pesos. Pizza patron still serves to the people with dollars. Pesos account for 15% of their total daily revenue and has an increasing trend. Wow, who ever though about spending Mexican pesos in the US? Seems to be a trend that could catch up to other businesses.
Not many job related New Years resolutions
For some reason, I don’t this very surprising. In an article from New Mexico Business Weekly, very few people created New Years resolutions for their job. You can read the article here.
Not a lot of ground breaking news here. As we progress through the years we seem to become more and more distant from work. Well, at least most do. This is most likely because too many people take jobs they don’t truly love, but are at least good enough that they keep getting paid, and keep getting pushed up the ladder making it harder and harder to leave and start a new more fulfilling career. For most I guess a proper New Years resolution for work would be “don’t get fired”.
A lot of this is also a product of the job description inflation that has been going on for a while. Job descriptions seem to describe the perfect employee for the position, but sometimes we forget that no one is perfect.
I guess it will be interesting to see what the new year brings, and years to come as this quiet revolution of the reorganization of priorities and roles progresses. Consumer becoming creators, what could happen next?
ROI 8 - The Backlash Episode
- Running time: 31:19
- 1:04 A request from Reid - Make sure the decision makers are at meetings and pitches
- 6:20 Compliance - The double edged sword
There are many traps that can come from a compliance position. Compliance is a good thing, but a few mistakes can turn a good idea into a really bad one. Should you use inside people, or outside people help you with compliance? Whose job is it make sure than all rules are followed? Can you enforce compliance without killing employee engagement and innovation?
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