The New Cola Wars: Pepsi Sues Coke Over Sports-Drink Ads

The Coke vs. Pepsi Cola Wars continue both on store shelves and in court rooms. On Monday, Pepsi sued Coca-Cola, claiming that Coke is running ads for Powerade ION4 sports drinks that misrepresent the effectiveness of Gatorade, a PepsiCo product.gatorade_thirst_quencher_lime_and_grape_flavors_

According to the Wall Street Journal, the ads are currently running in print, on billboards, in-store displays and on a relaunched website. They say that Gatorade is missing two key electrolytes — calcium and magnesium. A Pepsi spokesperson was quoted in the Journal as saying, “The truth is, scientists say there is no evidence that Powerade ION4 is a more complete sports drink than Gatorade.”

Pepsi asked that the ads stop immediately, especially as “the biggest selling season for sports drinks is beginning.”

According to the Wall Street Journal, Pepsi and Coke have routinely challenged each other in court. In 2006, Pepsi sued Coke over its televsion ads for Powerade Option, a low-calorie sports drink. Coke settled out of court. In 2007, a federal judge dismissed a Coke lawsuit that charged Pepsi with patent infringement on a collapsible bag that dispenses syrup for fountain sodas.


Risk Taking in Marketing

“Rather than let risks be inflicted on you by happenstance, today’s realities dictate that you learn to initiate them yourself.”
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Bill Treasurer, a consultant in the Atlanta area, wrote a fascinating book, Right Risk. (Berrett-Koehler Publishers, Inc. 2003) It explores the art of taking risks for the right reason. He believes there are right and wrong reasons for taking risks, and the right reasons take some thoughtful insight to come to the surface.

Consider this as it applies to your marketing. “Lack of time, money, knowledge, and support are all practical realities that risk-takers need to respect. Yet the proper function of what is practical is to serve what is possible. Thinking through practical matter makes for a richer and more sober evaluation of the risk. But when then practical subjugates the possible, our dreams become hostage to rationality. Sometime practicality is just a plausible excuse for nor risking.” In other words, you can decide not to take risks because it’s not “practical.”

There are “Four Hallmarks of a Right Risk” per Bill Treasurer:
1) Passion: risks we care about intensely
2) Purpose: risks taken out of a deep sense of purpose; gives direction to our passion
3) Principle: risks governed by a set of values that are essential and virtuous
4) Prerogative: risks that involve the execution of choice

What companies have taken risks in their marketing strategies and survived? Inc. Magazine, in its February 2009 issue, follows the story of Might Leaf Tea, a premium whole-leaf tea. The company started in 2000 by Gary Shinner and Jill Portman. By 2007, with seven employees and a niche in the high-end hotels, restaurants and specialty-food shops, they were ready to expand to grocery store shelves. But they had built a strong image of being a  premium brand. Would they lose their upscale customers, like Ritz-Carlton and Nordstroms? They decided it was a risk worth taking. Overcoming a ramped up timescale due to competitors entering the market, the doubt of their respected east coast sales director, and a search for financing, Mighty Leaf Tea made it to grocery stores shelves, and is doing well. Although they lost a couple of existing upscale customers, they picked up a couple more. And sales went up 25% in the first year. There’s a success story that never would have happened had the risk not been taken.

Consider the risks you are or are not taking right now. Are you applying the Four Hallmarks as suggested by Treasurer?

Given the current challenges in marketing, we at 60 Second Marketer are curious how you are taking marketing risks these days.  Join the discussion on 60 Second Forum in LinkedIn.

– Ann Pruitt, 60 Second Communications


What the Atlanta Opera Learned the Hard Way About Marketing

In 2003, after several decades of consistent and robust growth, the Atlanta Opera decided to move its performances away from the Fox Theatre to the Atlanta Civic Center.

The Fox Theatre is an amazingly beautiful theatre located in one of the most vibrant and exciting neighborhoods in Atlanta. It’s also located on Peachtree Street, arguably one of the most famous streets in the United States.

Atlanta's Fox Theatre is world-renown for its spectacular architecture.

Atlanta's Fox Theatre is world-renown for its spectacular architecture.

But what made the Fox Theatre such an incredible venue for the Opera was the architecture. It was designed and built in the 1920s and, from the first day it opened, was considered a work of art. The interior gives the impression that you’re watching an event taking place under a desert sky in Morocco. There are parapets, tents, stars (shining through four-inch crystals) and veil-like clouds projected onto the ceiling.

The only problem with the Fox Theatre was that it had a limit on the number of evenings it was available for the Atlanta Opera. So what did the Opera do? They moved from the 4500-seat Fox Theatre to an old municipal theatre called the Boisfeuillet Jones Atlanta Civic Center. (Side note to Ms. Boisfeuillet Jones, who is one of Atlanta’s most famous and most generous philanthropists — we’re sorry about the whole name thing.)

The Atlanta Civic Center had about the same number of seats as the Fox but it had more available nights for booking. The logic was that, because of the extra available nights, the Atlanta Opera would be able to sell more tickets.

But what did the patrons do when the Opera moved from the Fabulous Fox to the Atlanta Civic Center? They stayed home. In droves.

Why? Because the Atlanta Opera made a classic marketing mistake. They concluded that when people bought their tickets, they were buying tickets to see the Opera. But the truth is (and they found this out the hard way) people don’t buy tickets to the Opera, they buy tickets to an evening out on the town that happens to include an enjoyable evening at the Opera.

In research circles this is called a Hidden Value. A Hidden Value is the underlying reason why someone buys a product rather than the overt reason they buy a product.

So, for example, when a middle-aged man buys a Porsche, he may say he’s buying it for the German engineering and the high-performance characteristics. But everyone knows he’s buying it as a way to make up for his receding hairline and expanding waistline. (Not that we’re speaking from experience or anything.)

The good news in all this is that the Atlanta Opera quickly learned its lesson. The lesson was that people who purchase your product purchase it for a variety of spoken and unspoken reasons. Once the Opera realized that people were buying tickets to a night at the Fox Theatre as much as they were buying tickets to the Opera, they quickly got to work on a beautiful new venue called the Cobb Energy Performing Arts Centre.

(Another side note: To all the Opera patrons who are going to disagree with our premise that people don’t buy tickets to the Opera as much as they buy tickets to an evening out on the town, please feel free to disagree with us in comments section below.)

(Still another side note: Our premise is 100% correct and has been proven out time and time again. Just ask Coca-Cola when they changed their formula. They forgot to do research into the unspoken reasons why people buy Coca-Cola and got egg on their face as a result.)

The Cobb Energy Center is the new home of the Atlanta Opera.

The Cobb Energy Center is the new home of the Atlanta Opera.

The Cobb Energy Performing Arts Center is the modern equivalent of the Fox Theatre. Okay, no it’s not. There’s NOTHING like the Fox Theatre. But the Cobb Center is beautiful in its own post-modern way.

So what’s happened? The Atlanta Opera is thriving again. Ticket sales are up and a growing number of Atlantans are enjoying the Opera again.

The Bottom Line for Marketers: When you’re developing your marketing plans, remember that there are spoken reasons people buy your product and there are unspoken reasons people buy your product. The lesson the Atlanta Opera learned was that people don’t buy tickets to the Opera, they buy tickets to an evening out that includes (possibly) a nice dinner, an enjoyable Opera and a beautiful venue.


Curtailing the Careening Career

Our heads are spinning with all the layoffs happening in this crazy economy. So when the news comes that the layoffs have hit your company – and you survive – what can you do to ensure your continued employment? Even if your current position does fall through, these tips can help you plan for a successful career, not just a job. Here are some great ideas from February 2009’s issue of Money Magazine.

 

1) Get more schooling: Working on an MBA or other industry certifications show you are willing to stay current in your career. You may need to consider the cost, but evaluate the value once the goal is achieved. Strategy: Work on the same degrees and certifications held by the leaders in your profession.

 

2) Keep a current network: Instead of just milling around, volunteer to help in the networking event. Sincerely help others, and when you need it, they will sincerely help you. Networking sites like LinkedIn can ease you in to the networking world. Strategy: Be generous when helping others, and they will remember you.

 

3) Consider consulting: It can be comforting working for yourself – as long as there you don’t mind the hard work to get there. Be realistic, start saving, and get your name known outside of your company before you make a break for it. Strategy: Reduce the stress by saving cash now.

 

4) One step back for two steps forward: Sometimes taking a position well below your skill lays the groundwork for gaining experience and showing commitment. Think one or two jobs ahead and let your passion show through. Strategy: Lower pay is OK if it’s a temporary step to your career goal.

 

5) Expand your expertise: Learning other parts of your company makes or industry makes you paid in both compensation and experience. Get a higher-up mentor in another division of the company for one on one sessions. Strategy: Be sure to get in front of executives from other parts of your organization.

 

We’d like to hear your hints for staying with your company. What’s worked?


How to Think Creatively in a Group Setting

There are several traps that small groups can fall into while trying to work together in creative problem solving. The group needs a feeling of cohesiveness, where ideas flow seamlessly and there are no threats or affronts. Here are six ideas from Floyd Hurt, in Rousing Creativity: Think New Now to help avoid pitfalls and foster the true potential of your group sessions.

1) Avoid a quest for order: use a process as a guide, not the rule. Rigidity has no place in the creative mind or the creative group process.

2) Avoid too little order: Enjoy the side trips your group’s ideas take, but be sure to steer back to the main course. Otherwise the session accomplishes nothing. Assign a person to be in charge of saying, “Let’s get back on track.”

3) Encourage the need to belong: Group members won’t participate if they feel they’ll be ostracized. Instead, encourage the “out there” ideas. Often those are the ones that spark a solution. And sometimes a person needs a little encouragement to speak up.

4) Squash the fear of conflict: Your job is to come up with new ideas, not judge others, and visa versa. Your group is solving a problem, so conflict is inherent in the situation, but it doesn’t have to be inherent in the problem solving session. See if the conflicting ideas can be combined.

5) Power and the need to be in control: There are those who strive for control in all situations, even creative processes. If you are one of these, let go, stop judging! You’ll be amazed at the synergy that can build amongst group members when they build on your ideas, and you on theirs. If there is a controlling person in your group, it can be hard to mange, and hopefully you have a skilled facilitator to manage them. Give them a job in the group, like controlling time limits or keeping the group’s ideas on track.

6) Challenge assumptions: the human brain thrives on patterns. But your creative session’s job is to challenge the existing pattern. Don’t assume the way it is, is the way it has to be. Challenge every assumption the group has, and see what opens up.

Apply these few tips, and let us know how your creative problem solving sessions improved!

Floyd Hurt, author of Rousing Creativity: Think New Now!, has been in every phase of sales, marketing, and advertising, and is a speaker recognized for his expertise in creativity.


How Twitter and Web 2.0 are Changing the World

Twitter is changing the world. Sometimes in good ways (by opening up new channels of communication). And sometimes in not-so-good ways (by occassionally being an addictively huge waste of time).

Here’s a new use of Twitter that the New York Times pieced together. It maps out the Tweets going on around the country during the Super Bowl. It’s a fascinating look at what was on the mind of people across the U.S. as one of the greatest Super Bowl games of all time was watched by more than 90 million people across the country.

Here’s the link. Enjoy!

New York Times Twitter Map.


Six Ways to Stop Leadership Stress

Businessweek has a terrific article out today written by John R. Ryan, President of the Center for Creative Leadership, a top-ranked, global provider of executive education.

Here’s the article in its entirety — it’s a great read:

Effective leaders know that stress can be a good thing. It keeps you focused. It makes you competitive. It prompts action. If you’re walking into a big client meeting or giving an important speech and you aren’t at least a little anxious about it, you aren’t going to do a good job.

But stress can also turn toxic, especially in the brutal economic environment we’re in. Long hours, layoffs, and fear of what may be around the corner take a real toll. In more than 40 years of service in the military, higher education, and nonprofits, I’ve found that managing leadership stress comes down to a handful of critical elements: maintaining perspective, exercising, opening up, welcoming feedback, streamlining, and recharging. In trying to lead through this treacherous economy, I’m relying on those principles now more than ever.

Managing stress starts with keeping your challenges in perspective. No matter how stressed you feel, there’s always people in a tougher situation—and they’re probably handling it a lot more gracefully than you are. Recently, I gave a talk to my organization about cutting budgets, potential layoffs, and digging even deeper for revenues. It’s the same difficult conversation going on in companies all over the world. The whole undertaking was stressful, so I went to a nearby YMCA for a lunchtime workout afterward to unwind.

One of the staff members at the Y has serious problems with her vision. A woman exercising next to me also was physically disabled. Both were working hard and exuding good cheer. My job-related stress will fade in time. They’re dealing with challenges that will never go away. But their attitude was far more positive and inspiring than mine that afternoon, and it was a privilege to encounter them.

Potent Weapon

That brings us to a second critical aspect of dealing with stress: staying fit. If you want to sustain your success as a leader over the long term, exercise is crucial. In fact, our research at the Center for Creative Leadership proves it. In working with executives from around the world, we’ve found those who exercise regularly are rated significantly higher on leadership effectiveness by their bosses, peers, and direct reports than men and women who exercised only sporadically or not at all.

Exercise can be a potent weapon against stress. It helps keep your emotions in check, relaxes you, and boosts your energy. It can be difficult to work exercise into a busy schedule. But if you’re not doing it already, find a way to carve out some time on your calendar. Your colleagues—and your family—will thank you.

Stress is also induced by bottling up too much inside. In difficult times, leaders often feel they need to keep information to themselves or make all the important calls alone. There’s a simple solution: Open up. True, being transparent makes you vulnerable. But it also makes you authentic—and people are more likely to follow you as a result. The more you unburden yourself, the better you’ll feel. The more your colleagues know about what’s going on, whether it’s good or bad, the better they’ll feel.

Feedback Makes You Smarter

During my days as a U.S. Navy pilot, I always wanted to know every possible piece of intelligence before I went out on a mission. I didn’t want my bosses holding back because they thought I wouldn’t be able to handle something they said. Likewise, before I sent men and women into harm’s way, I tried to share everything with them. They were putting their lives and careers on the line. Why be anything but forthcoming with them?

Opening up also requires another—and sometimes more difficult—step: welcoming feedback and criticism. The better your sense of your strengths and weaknesses, the less stressed you’ll be. The more ideas and opportunities you consider, the more empowered you’ll feel. But this peace of mind comes with a catch: You need to ask people to be honest with you, and you need to recognize you won’t always like what they say. Letting your men and women push back makes you smarter. It also reduces their stress because they know they have your ear.

A fifth tip: Streamline your life. That means getting organized and ordering your priorities professionally and personally. How often have we added needless stress to our lives by waiting too long to prep for a meeting or not sharing important information with colleagues quickly enough? Often this happens because we’re distracted by competing—and frequently less important—tasks.

‘Stop Doing’ Lists

In Good to Great (one of my favorite books), Jim Collins puts it this way: “Most of us lead busy but undisciplined lives. We have ever-expanding ‘to do’ lists, trying to build momentum by doing, doing, doing—and doing more. And it rarely works. Those who built the good-to-great companies, however, made as much use of ’stop doing’ lists as ‘to do’ lists.”

My advice? Pick a single, unproductive thing that’s wasting your time and stop doing it today. Eliminate something else tomorrow. You’ll be trimming away stress at the same time.

Finally, take time to recharge. In leadership positions, you tend to work a lot of long days. Be careful not to overdo it. A fanatical devotion to work will make you unproductive in the long run. As my CCL colleagues Vidula Bal, Michael Campbell, and Sharon McDowell-Larsen remind us in their book Managing Leadership Stress, practicing the art of recovery helps you accomplish more in less time.

Professional athletes know that pushing themselves at 100% all of the time does not yield gains in performance over the long term. It just burns them out. So spend time with family and loved ones. Read a book. Trade jokes with a friend. Take a short vacation. Your organization won’t fall apart in your absence—and you’ll be better prepared to tackle the big challenges.

John R. Ryan is president of the Center for Creative Leadership, a top-ranked, global provider of executive education. He previously served as chancellor of the State University of New York and superintendent of the U.S. Naval Academy at Annapolis, Md. He was a pilot during a 35-year in the Navy, retiring as a vice-admiral.


Public Relations Tips for Businesses in a Down Economy

Not long ago, the 60 Second Marketer published an article called “Five Public Relations Tips for Businesses in a Down Economy.” It was written by Jenni Hilton, with Jenn Marketing.

It’s a good, quick article, so we thought we’d revisit it here in its entirety:

1) Get local with search

Make sure your company is listed in Google and Yahoo local directories. They are free and you can even link to your web site.

2) Get local in business/service directories

With directories like Angie’s List and CitySearch popping up, be sure your company is listed in the relevant local directories. Be sure to ask customers to write a recommendation for your company as well.

3) Build a local media list at smaller newspapers and start a relationship

Offer advice, take a reporter to lunch. Local media is easier to reach and if you are doing neat things with the community, be sure they know about it. Having an event for charity? Send a media advisory.

4) Remember your employees. PR isn’t all about outside relations

Make sure your employees are motivated and happy. You can reward them with small things like praise (employee of the month/quarter), pizza in the office for a job well done, etc.

5) Discover social media

Start a blog on WordPress and talk about your industry, not just the company. Give tips, advice, general observations. Sign up for Twitter, a microblogging site, and follow people that interest you and join the conversation. Create an account in LinkedIn and Facebook and reconnect with old friends and colleagues. You can even ask business questions in LinkedIn and answer others’ questions and be seen as an expert in your field.

6) Okay, I said five but here’s a bonus tip

Sign up for Help A Reporter.com’s newsletter and get PR queries from journalists looking for sources. But be sure if you answer, that your pitch is on target, short and sweet and do not send attachments. Include contact info in your email and links if needed.