Finding Humanity In An Era Of Change

A perspective from Cannes 2018

By Sharon Love – CEO, TPN

 

Awards for Creativity. Big data. Provocative speakers. Branded beaches. Yachts, parties, concerts, and rose… Some aspects have remained the same over time but the annual Cannes Lions Festival of Creativity has definitely undergone some change—even in the four short years I’ve attended. Beyond the greater presence of big media platforms and the continuing corporate dynamic, there felt to me, this year, a shift in the posture of our industry. A humbling pivot that’s put many marketers in a defensive position. And for good reason. In a moment of transparency concerns, a tech explosion, and the fight for equality and inclusion, how does an agency or brand survive and thrive? The answer may be to rediscover our humanity.

 

Embracing the human spirit in creativity

The list of jobs gobbled up by robots grows each year. And today it seems feasible that new technology, big data, and in-house creative shops may replace the “agency” as we’ve known it to date. Angela Ahrendts—formerly CEO of Burberry, currently SVP, Retail, Apple— went on the offensive at Cannes during her panel “Reimagining the Retail Experience” championing the value of “the human business” with regards to technology, the digital boom, and the future of retail. She acknowledged the importance of technology (she works for Apple, after all!) but was purposely focused on the need for the human touch. At TPN, we share her opinion that retail isn’t dying, it’s merely changing. That truth was complemented in another great panel, “The Not So Secret Life of Creatives”, where they discussed how Pinterest lets you play in a virtual world to generate ideas that you later cultivate in the offline world. My takeaway? Those of us that adapt the most efficiently and find that right balance of man-and-machine will win moving forward.

 

Seeing each other human-to-human

As marketers, an important part of what we owe our clients is a clear delineation of who their target audience is. No one today should be wasting time or money marketing to the wrong person, even slightly. Data has made us more accurate, in a lot of ways. But as I listened to Faith Popcorn’s session, “The Death of Masculinity and its Impact on Creativity”, I was reminded of the limitations of big data. Her take on the constant blurring definitions of masculinity and femininity, and beyond, cannot be captured in data. It’s too nuanced and shifting. Perhaps one way to ensure we’re connecting with our audience in the right ways is to view them as people as opposed to males, females or other gender labels. That would allow us to avoid offensive or alienating stereotypes. Wherever we can, we should ask ourselves how we’d like to be approached by a brand—as a woman? As a man? Or perhaps just as a person of certain interests. That theme seemed to align well with the message Seth Farbman (CMO, Spotify) sent at his panel “Creativity in the Age of Resistance”. He highlighted the voice they give to artists to make positive change—with themes of inclusivity and acceptance of all rising to the top. Seth stressed that using Spotify’s platform for positive change has become “an obligation”. The nature of your brand or platform, of course, figures largely into your ability to deliver this promise. But overall, the thought of steering clear of any level of stereotype and bias is a smart one for the times.

 

Fulfilling the equality promise

Many sessions focused on eliminating bias from our business—both in our internal company structures and in our work. The argument for gender and racial equality as a business imperative has been talked about for a long time and now there is conclusive evidence that companies who have a diverse workforce and leadership team deliver better results than those who do not. Early in the discussions about the importance of diversity, the moral imperative for equality had to take a back seat to business to get all the people who needed to hear it onboard. So why are some brands so slow to act on this and clean up their act? I just saw on Facebook this morning an old friend bemoaning the back of her (unnamed here) breakfast cereal box. It was a heartland story of where the grains had been raised for the cereal and featured the family of farmers who had grown it—there was not ONE female in the picture! It was kind of shocking. But there is reason for hope that the cereal box debacle will be a thing of the past. At one of my favorite panels, “Agents of Change”, featuring Katie Couric, Queen Latifah, Madonna Badger, and Mark Pritchard—they shared that though 29% of ads still portray women negatively or inappropriately, that number is down from 51% just two years ago. It seems like the hard work is beginning to pay off. As Omnicom’s Chief Diversity Officer, Tiffany R. Warren stated in her panel “Diversity—a Values Issue and Business Imperative”: “Diverse teams mean diverse thinking. We need representation in front of and behind the camera at every level, so we can normalize what used to be marginalized.”

 

Applying the good in tech

The power to ‘do good’ using data & technology is very exciting—both as a human being and as a marketer. One compelling session I attended, entitled “Androids, AI and the Future of Creativity” touted a function of new technology as a way for humans to understand what it really means to be human—when you interact with a robot, you begin to appreciate the things it can’t do that a human can. But the flip side (the dark side, if you will) of what data & technology have already wrought is concerning. We need good and responsible data and tech to win the day. Simply vilifying data/tech as bad (taking our jobs way!) or dangerous (destroying our privacy, rigging our elections) is to ignore all of the good it can do, and has done. The opportunity to connect our audiences with relevant, uplifting, and helpful content has never been greater. Our customers look to us to provide helpful information. It’s a great responsibility. But as we work to utilize the ever-expanding network of data, and the power of platforms like Google, Amazon, Facebook, and Instagram plus technology like AI, machine learning, and Voice, we need to (somehow) avoid fueling the increasing dependence our audiences have on mobile and social media as personal validation. As Scott Hagedorn, Chief Executive of Hearts & Science pointed out, it’s led to a rise in depression and anxiety (not to mention a polarizing political divide unlike anything we’ve ever seen). It will take human understanding and intervention to help brands utilize the power of data and technology in a transparent, positive, and ethical manner. And the ones who do so will win the ongoing trust of consumers.

 

For an industry a bit on its heels, the unity, positivity, and human spirit in the air at Cannes was palpable. Hopefully, as marketers, creators, thinkers, and—most importantly—humans, we continue to respect the huge responsibility we have to the brands and consumers we serve and harness our platforms and power to make real change, for good.

What Does a Yawn Get You These Days?

A cup of coffee. Yes, a yawn can “buy” you a cup of coffee. A campaign from Dutch coffee company Douwe Egberts uses a gussied-up coffee vending machine with facial recognition software to dole out free cups of coffee to weary airport travelers in need of a pick-me-up, all for the cost of a yawn. Called “Bye Bye Red Eye,” the campaign served coffee to more than 210 airport passengers.

I love this. It seems like a simple match of technology and creativity put to use in a way that’s a perfect fit. People who are tired often drink coffee. People who are tired often yawn. Bam! An engaging platform is born to get people talking about their coffee.

Facial recognition, or recognition technology in general, as currency mixed with a vending machine with a seems like it could apply to a variety of brands. Smile for a Hershey’s bar or a Pepsi. Roll or smack your lips for a Chapstick. Sneeze for a box of Kleenex. Granted, this would be a promotional spin on these items as brands can’t pay the bills with smiles or kisses, but it would be fun nonetheless.

Watch the video without yawning. I dare you.

Image Credits: YouTube, DouweEgbertsSA, Getty

Retail Technology Takes Consumer Tracking To The Next Level

As the variables impacting shopper behavior continue to increase and diversify, retailers want to know more and more about their shoppers to keep them shopping and coming back for more. Online, retailer and e-commerce websites can track and get to know shoppers through a plethora of tactics (i.e. bread crumbs, click-throughs, mouse hovers, shopping carts, favorites, cookies and social media, just to name a few). In-store, loyalty programs have been around for years that enable retailers to collect data about shoppers’ habits. Many shoppers have caught on, connecting the ads they see online to their search habits or the catalina coupon printed at the register for brand X because they bought brand Y the week before.

Theories behind shopper behavior have been driving retailer research and exploration for years. Technology is now enabling the testing and observation of such theories in store on a whole new level. Today, retailers are experimenting with various technology in-store in an effort get more well-rounded snapshots of their shoppers and to bring those tactics for data collection on par with the depth of data that can be reaped online.

The New York Times recently covered this subject with an overview of an experimental tracking system at Nordstrom, which tracked customer movements via the Wi-Fi signals from their smartphones. Nordstrom posted a sign alerting customers of the experiment and ultimately ended the experiment in May 2013, in part because of the complaints.

“Way over the line,” one consumer posted to Facebook in response to a local news story about Nordstrom’s efforts at some of its stores. Nordstrom says the counts were made anonymous. Technology specialists, though, say the tracking is worrisome.
“The idea that you’re being stalked in a store is, I think, a bit creepy, as opposed to, it’s only a cookie — they don’t really know who I am,” said Robert Plant, a computer information systems professor at the University of Miami School of Business Administration, noting that consumers can rarely control or have access to this data.
Some consumers wonder how the information is used.
“The creepy thing isn’t the privacy violation, it’s how much they can infer,” said Bradley Voytek, a neuroscientist who had stopped in at Philz Coffee in Berkeley, Calif. Philz uses technology from Euclid Analytics, of Palo Alto, Calif., the company that worked on the Nordstrom experiment, to measure the signals between a smartphone and a Wi-Fi antenna to count how many people walk by a store and how many enter.
Still, physical retailers argue that they are doing nothing more than what is routinely done online.
“Brick-and-mortar stores have been disadvantaged compared with online retailers, which get people’s digital crumbs,” said Guido Jouret, the head of Cisco’s emerging technologies group, which supplies tracking cameras to stores. Why, Mr. Jouret asked, should physical stores not “be able to tell if someone who didn’t buy was put off by prices, or was just coming in from the cold?” The companies that provide this technology offer a wide range of services.

The article goes on to discuss several companies that are on the leading edge of these new technologies. RetailNext, one such company, uses multiple layers of technology, such as video footage to study shopper navigation and differentiate individuals, smart phone WiFi pings to pinpoint where a shopper is in the store, and mobile device identification codes to identify repeat shoppers and their frequency of shopping. RetailNext can help retailers collect this data to ultimately impact the design of their stores, such as display placement in relation to the shopper path recorded.

Just last week, an European outdoor advertising firm kicked off ads using face detection technology, OptimEyes. This technology promises to enable advertisers to know the number of people seeing their ads and the kinds of people specifically, identifying them by gender and approximate age. According to Todd Wasserman at Mashable:

Amscreen, which has a network of more than 6,000 screens in Europe in gas stations and convenience stores, is using the technology to let advertisers see the results of their ad spends. Such ROI data is common for online ads, but has proved elusive for more traditional forms of advertising, like outdoor and TV… The company isn’t alone in looking to Minority Report-like face detection as a solution for advertising ROI. Last year, Microsoft filed a patent for Kinect that would let advertisers know how many people were using the product at any given time. A company called EyeSee manufactures mannequins for retail stores that use face detection to let retailers assess their traffic.

This area of technology will continue to develop and further push the line. How shoppers will react or adapt to these tactics as they become more main stream remains to be seen. Take into consideration that there are several factors at play here. Some technology gathers data purely through observation, some gather data through submission (think app downloads and email sign ups) and others gather data building off other technology (like smartphones). With that said, some shoppers are participating in the data collection voluntarily, perhaps in hope of a coupon or special sale, while others feel a heated aversion to such tactics and consider any range of these techniques a violation of privacy.

However, I can’t help but wonder if that as generations of shoppers shift and as millennials, who are so accustomed to sharing everything about themselves, grow older, this aversion will become less and less. Until then, as the boundaries of privacy become blurrier and the avenues for retail continue to blossom into more areas of daily life, retailers will have to walk a fine line of learning all they can about their shoppers through technology while not alienating them by trying to learn too much.

Nordstrom Explores Pinterest In-Store

Most brands and retailers these days utilize the image-cataloging social network Pinterest to drive awareness and engagement. Department store, Nordstrom, is taking cues from Pinterest in a trial initiative.

According to Bloomberg Businessweek:

In March, the department store chain started marking its “most-pinned” products from Pinterest with little “P” logos at two stores near its Seattle headquarters. Now Nordstrom has expanded the initiative to 13 of its 248 locations in a trial that will end just before the company’s big anniversary sale later this month. The Pinterest push marks the latest play by the 112-year-old brand to leverage tech startups for in-store sales.

Not only is Nordstrom marking these products to raise their visibility, it’s also using the items followers pin to manage inventory levels. Sales associates can cross-reference most-pinned products with those in stock at their location, thanks to an internal company app. Geography also plays into the picture, meaning inventory levels can be adjusted and shifted among stores to better match the popular pins in their areas.

Though the results of this experiment are still to be determined, Nordstrom is already taking the next step to fold Pinterest into its toolkit with the addition of Pinspiration pages to its website, highlighting the top pinned products.

So what can other retailers or brands take away from this? Pinterest is more than pinning your products on boards, hosting a giveaway or attracting followers. It can be another level of engagement. Given that Pinterest is aspirational and inspirational, highlighting a product in your store or in your brand’s arsenal in the real world also illustrates that it is achievable. One’s Pinterest fantasy dress or dessert doesn’t have to remain a figment of the imagination, instead a shopper can take it home with her. Expand this to other social media. Nordstrom could use Instagram shots in-store (maybe a scrolling ipad display?) to highlight customer purchases and product love. Think woman’s feet in cute sandals on a boardwalk, with a caption like “Love my new sandals! Perfect for vacation! #Nordstrom #Summershoes.”

It’ll be interesting to see how other retailers/brands will try to work in the engagement of social media by bringing it off the computer/mobile and into reality. These tactics are easily scalable for retailers/brands of all sizes and budgets, but the social media of choice also has to be a good fit for the product and consumer for it to work.

Photo credit to Swirl Marketing

Social Media, Branding Superhero

Inc. Magazine recently featured a post about whether social media is more advertising or PR. The author believes that social media can be either, depending on a marketer’s goals or objectives. My Millennial opinion: Social media is its own entity.

PR is message and communication management, a key aspect of social media. Advertising is focused on business strategy and achieving measurable results based on set objectives. Any social media promotional campaign that depends on conversion as a success factor harnesses the skills of advertising.

I agree with the author that social media can be what a client needs it to be and can lean toward PR or advertising, depending on the objective. But, as a whole, social media is the future…happening now.

The fact that social media can tackle the demands of PR and advertising in one fell swoop gives it a power that neither PR nor advertising can have on their own. It’s a medium that gives anyone the power to become a brand — and that’s exactly how my generation is using it.

We are setting the future of business by branding ourselves without the assistance of PR or advertising, but instead using social media. And thanks to this special medium, when consumers set trends on Facebook, Twitter or the like, brands tend to follow in their footsteps. If you’re wondering who is really in control…look no further. Consumers and Shoppers. They hold the power in today’s dynamic retail ecosystem.

And mark my words, the more prominent social media becomes, the more brands will begin to test its limits in ways no one could ever imagine with PR or advertising alone.

Feature photo credit: ViralBlog

Give and Take in the Millennial Generation

I once had a manager tell me that it was my job to make her look good and her job to make me look good – somewhat of a shocking statement for me, a newbie to the workforce, to hear.

But as I quickly found out, this philosophy is all about give and take, and finding a balance between the two; something, Adam Grant, award-winning tenured professor at the University of Pennsylvania’s Wharton School, talks about in his book, Give and Take.

If you’re anything like me, your mornings go something like this: rush out the door, grab a latte on the way to work and catch up on the latest news (via iPhone) along the way. Yesterday morning was like any other, but I did manage to capture a few minutes of the Today Show before beginning my commute.

The show featured Grant, a few highlights of his book and the research he’s done on the power of giving to get ahead in business. He highlights a shift in the business mindset, leading to better development of leadership through collaboration and networking, a shift from focusing success drivers on hard work, talent and essentially, luck, to a dependence on how people interact with others.

Which takes me back to my first point about give and take and what Grant is telling us: Business relationships in the Millennial generation are not “you do this, I’ll take credit.” Rather, they are about giving credit where credit is due, working hard and earning time to relax with a little karaoke to build stronger relationships with co-workers.

 

Feature Photo Credit: Stephen Huneck