Technology and its impact on design: News to Use #6

At Point to Point, we continue to scour the trade pubs, newspapers and Internet for new insights to help you grow your business. In this installment of News to Use, we take a look at how technology is affecting the design of our homes, hospitals and commercial structures. We examine some of the latest trends. We look at emerging technologies. And we explore some of the new challenges architects and designers are facing. We hope you find the information helpful as you continue to build a deeper connection with the A&D community.

Continue to News to Use, Issue #6

In this issue:

• Home of tomorrow
• The future of commercial interiors
• Architects asked to be more flexible
• Five ‘must have’ home technology trends
• Architects & designers revisiting hotels
• Technology forces teamwork
• Understanding the challenges of healthcare design
• Helpful hints on smart classroom design

Social networks: find out where you belong

A question was recently posed to me: "Which is better? Myspace or Facebook?"

Myspace and Facebook are just two of the many leading social networking sites. Billions visit these communities religiously to stay in contact with their friends and make new ones. And advertisers have jumped at the chance to use these networks to find their customers. The thinking of course is, "If everyone is there, no doubt we should be too."

Recently published statistics suggest that Myspace is growing older—the average user is now age 35 or more, and the 18-24 are moving towards Facebook. Many “experts” use these statistics to reach the conclusion that Facebook is, in fact, better than Myspace. After all, they would argue, Myspace has been overrun by a bunch of uncool old people who aren’t setting trends, but following them. Which is a clear sign of an internet phenom going downhill. If you want to be on top of your social networking game, you gotta be where it’s hot.

Yeah right.

I don’t think there is an easy answer to this question. The internet population is just too enormous to make sweeping generalizations like, which is better… which site won the battle. Each site offers their own unique features and benefits, and that’s what has made them rise to the top.

And, more importantly, I think just simply asking that question represents the old way of thinking. Don’t ask which is better so you can easily assume which site to throw your marketing efforts at—but rather invest some time in researching the entire genre as a whole. Spend some time with these sites, research them, and find out where your customers are. Then make your choice. Social networking is entirely about your involvement with a virtual community. You have to stay immersed in it if you are to succeed. Asking someone where you should go is not the way to start. The way to start is to jump in feet first and see where you land.

KFC's Offer to Sanjaya is a Media Masterpiece

Have you heard about the offer that KFC has given to Sanjaya of American Idol?  If you haven't then I am absolutely shocked because it is everywhere. 

Does KFC really care if Sanjaya accepts their offer of a free lifetime supply of KFC Bowls?  Or that he would star in a KFC ad?  Or that they would pay $5,000 for him to accept this offer?

No, what they care about is that the name KFC is being tossed around like a salad. People are discussing it at the water coolers in offices, kids are laughing about it on buses, local and national TV stations are covering the offer, newspapers are highlighting it on front pages, radio stations are devoting entire programming around it, and web sites are saturated with the story.  KFC is cashing in on the exposure which has cost them absolutely nothing except possibly 37-cents to mail the open letter offer to the contestant.   KFC is now also linked to a national icon--American Idol--which Ford is paying millions to partner with.  The exposure is unbelievable with a 99.9% reach and a 3+++ frequency based on millions of impressions at a price of $0.  This is every Media and PR agency's dream is to come up with an idea like this and have it warrant such prolific coverage.  It will be interesting to see if we ever hear the benefits KFC reaps from this promotional masterpiece.  But in the meantime--what are you having for dinner?  My kids have asked to try a KFC Bowl!

Creative Media Executions

My favorite unique media execution is by Folgers with the steaming coffee over the manhole cover.  It provides the appeal of outdoor with its large reach opportunity.  It is also clever and effective in the execution.  What are your thoughts?

(Click on any thumbnail for a larger view)

Advertising in Virtual Worlds Takes the Brand Experience to a New Level

Giant consumer brands are taking notice of the explosive growth of virtual worlds. And these companies are using virtual worlds to build brand awareness, test products, and even sell merchandise.

One of the most popular virtual worlds is Second Life, a 3-D world that is created and owned by its residents who act out parallel fantasy lives. They have jobs, they date, they build houses, they go shopping, they attend concerts. They can even, um, well, you know, do the old posteurpedic polka. I’m not kidding. Pretty much anything you can do in the real world, you can do in a virtual world. And consumers are spending a significant amount of time there.

Second Life uses linden dollars, which players buy with real dollars to conduct business with vendors within the game. They can purchase virtual products such as homes, real estate, clothing, accessories, and more.

Starwood Hotels & Resorts used Second Life to launch its newest chain, Aloft. Starwood views the SL crowd as early adopters who can provide valuable feedback to its real world efforts before the actual chain is launched in 2008.

Toyota created Scion City, where avatars can customize Scion models and take them for a virtual test drive. Their goal is to engage and involve consumers in a way that reaches well beyond the boundaries of traditional marketing.

Other companies with a presence on Second Life include General Motors, Dell, Cisco Systems, Sun Microsystems, Adidas, H&R Block, Reebok and Reuters Group. IBM has acquired 24 Second Life “islands.”

Even ad agencies are getting into the game. Leo Burnett set up shop with its “Leo Ideas Hub”.

But are any of these companies actually generating revenue? American Apparel has sold over 4,000 items, which members use to outfit their avatars. And while this probably doesn’t represent a significant revenue stream for the company, American Apparel is driving virtual shoppers to its brick and mortar locations by offering them a 15% discount.

Virtual worlds present an interesting opportunity for marketers to interact with consumers in a way that conventional marketing doesn’t allow. Time will tell whether virtual worlds become a viable marketing strategy for companies, but in the meantime it’s difficult to ignore their growing popularity.

Is your company thinking about entering the virtual world? Do you think it’s a good or bad idea? Do you think virtual worlds are the future of marketing or a passing fad? Share your thoughts!