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A “Weighty” Issue

2 May 2011 Posted by

Did you know that one out of two adults in Massachusetts are overweight? And the statistics for kids in the Commonwealth are just as troubling – about 25% of high school students and more than a third of 2-5 year old children are either at risk-of becoming overweight or are overweight. Studies have found that overall, people are underestimating the calories they’re eating, unaware of how many calories they should be consuming daily, and do not take into account their food and beverage consumption within the context of their daily intake.

The good news is that our state and city public health officials are tackling this issue head on by developing public awareness campaigns to promote good nutrition and a healthy lifestyle for Massachusetts’ residents. For instance, the Mayor of Boston has recently banned sugary drinks in schools and in all city properties. Fenway Park has also taken steps to provide fans with healthier eating options such as sushi, vegetarian pizza and green salads. And the Massachusetts Department of Public Health recently partnered with ARGUS to create a campaign to educate the population on what calories mean to them to promote healthier eating habits.

As communicators, how can we effectively promote better nutrition and a healthier lifestyle? Here are a few best practices we’ve learned through our work with the Department of Public Health and other public health groups through the years:

• Education is key: In order to change someone’s behavior, you need to first help them understand why it’s important to their overall health.
• Be culturally sensitive: Understanding the audience you’re trying to reach and the nuances of their culture that may attribute to their eating habits. Also consider the medium that is most efficient to reach your audience.
• Fear tactics do not work: Asserting that their unhealthy habits will inevitably cause them a heart attack or cancer, will discourage them from wanting to make healthier choices.
• Focus on positive: Communicating the benefits on how good nutrition and a healthier lifestyle will enrich their lives.

Find Your Hispanic Target Online

18 February 2011 Posted by

When crafting online strategies aimed at Hispanics, whom are you specifically trying to reach? The Internet can be a huge and daunting medium. But it also presents a lot of opportunities if leveraged in the right way. Hispanic users are increasingly turning to the Internet not only to connect with friends, family and community in real time, but also, to inform their purchasing decisions, consume multimedia (music and video), and form opinions about products, brands and corporations. And when thinking about what segment of the Hispanic market you should be reaching online, you must consider the Bicultural.

Biculturals live straddling two cultures, in this case, Hispanic and American. Why can they not be ignored? Biculturals’ buying power exceeded $800 billion in 2007, and continues to outpace general market buying growth by 5-to-3. In addition to that, they share positive brand experiences with an average of 23 people (compared to 10 people in the general market) and 66% of users forward product recommendations and warnings by email (compared with just 28% of general-market). They will also share information with their offline friends and family. Bicultural Hispanics are more likely to transact and conduct search online and express a strong desire to be courted for their unique multicultural identity, and tend to avoid marketing that seems to qualify them as generic “Spanish speakers”.

Biculturals can also identify as English dominant or Spanish dominant. Many English dominant biculturals might speak Spanish and understand it, but prefer to communicate in English. Spanish dominant are the opposite, perhaps understanding English but preferring to communicate in Spanish. But should your online effort be executed in English or Spanish? As shown in the AOL Cyberstudy, Spanish dominant biculturals prefer media in Spanish, but the biculturals in all consume more in English, so marketers and communicators need to make important information available in both Spanish and English. But it doesn’t end here. It’s not just about the language.

We know that a successful campaign is also about the content – those cultural insights that connect the audience with the brand experience. Bicultural users surf the net in a “Bilingual Mode” first choosing what content they want to be served and perhaps considering the language second. They actually choose different languages for information, entertainment, to make transactions, to engage, etc. It’s important to adapt your content to communicate with the bicultural. The online space is where conversations happen, where brands can speak to their customers and customers can speak back.

A successful interactive marketing strategy will be one that includes a keen understanding of the varying levels of acculturation and language preferences among the biculturals group, as well as an understanding of how nationalism affects trends in buying patterns and brand patronage.

Trust Me: Building Brand Loyalty

1 February 2011 Posted by

To win loyalty, you first need to earn trust. This is true for all life’s relationships and this is certainly true for businesses seeking to build brand loyalty with their consumers.

Today’s realities of record unemployment, job insecurity and home foreclosures, make the task of earning consumers’ trust even more challenging.  Consumers are paying closer attention to HOW they are spending their money and WHO is receiving it.

Creating a strategy focused on fostering trust can help you find your business on the receiving end of these transactions. There are a number of components that go into a winning trust strategy, including:

1.) Really get to know your consumer

Age, income, geography, education, ethnicity are all great starts, but you can go much deeper than that.  Consider where they come from (culture, values), their reality today (priorities and fears) and where they want to be tomorrow (hopes and dreams). These insights enable you to develop branding and promotional strategies that connect with your audience in a more meaningful way – make them feel like you “get them” and then in return, you deserve their business.

2.) Define the consumer experience

Once you’ve defined who your consumer is, you should now set your sights on defining their experience with your business. Your consumer experience is the sum totality of all interactions with your business at every touch point – your visual identity, website, social media strategy, customer service practices, sales, etc. Developing a consistent, positive experience that consumers grow to expect and love from you is the key to earning their trust and loyalty. Borders, who was recently ranked number one on Forbes’ “Best Customer Experience” list, is an example of how good customer experience can lead to higher sales and ultimately brand loyalty. Borders.com, for instance, has linked its online retail sales to a site that gives information on events that incites customers who do not buy online, to visit the store for a poetry reading and purchase items then. Whatever the overall strategy may be it clearly pays to provide great customer service.

3.) Leverage word-of-mouth

When you create a great consumer experience, people take notice and talk about it. We know that the average consumer will share positive brand experiences with approximately ten people. Today, word-of-mouth is more powerful than ever. Consumers are not only talking about their experiences, they are also taking their opinions to Facebook, blogs and Twitter. It’s important for you to be present on these social media channels in an effort to cultivate positive conversations about your brand and mitigate the negative.  For instance, monitor your company’s name on Twitter. If you come across a negative comment, apologize and within reason, do what you can to make the situation better.  This will certainly impress the individual you’re tweeting with as well as his/her network of followers. A company that utilizes this insight very well is Comcast, or as known in the twitter world, “ComcastCares.” Frank Eliason, Comcast’s ‘Twitter Man’, has successfully created a greater consumer experience thanks to the fact of back and forth discussions regarding Comcast’s services as well as stressing the importance of building customer trust through social networking.

There’s something very powerful about someone we know and trust recommending a brand. There’s also something very powerful about someone we look up to (celebrities, community leaders and other public figures), declaring public support for your product or service. Identifying influencers from your target audience and earning their trust so they will endorse your brand is an effective way to build brand loyalty.

4.) Communicate in-context

Sometimes it makes perfect sense to create a high profile TV spot to promote your business and sometimes it does not. Consider the time and place when consumers will be most receptive to the message, and then determine the most appropriate media channel for disseminating it. There’s a lot of clutter out there in the marketplace and consumers will appreciate your tact in speaking to them when they’re primed to receive the message. If you’re a financial services company targeting small business owners, I may not notice your billboard driving down the highway on my way to work; however, I may take notice of your online banner on a trade website I read every morning at the office.  Being more precise in your targeting not only earns the good graces of your audience, but also will save you money in the long run.

Leveraging these insights for a winning trust strategy will help your business be on its way to cultivating trust and retaining loyal customers. The bonus? These will also be essential in piquing the interest of new consumers and expanding your market base.

Building Your Social Media Portfolio: Pt. III

7 January 2011 Posted by

This is the third and final post in a series about social media and how it relates to businesses.

The third step to building your social media portfolio is:

3. Execute with consistency.

At this point in the social media portfolio process your profiles have been established and you have worked to correct any misinformation. Keep in mind that moving forward with consistency across a range of social media sites is extremely important because you want people to instantly recognize your business from the look and feel of your social media profiles. Don’t be afraid to take advantage of the customization features offered by sites, such as profile pictures and backgrounds.

Here are some guidelines that will help your business achieve a consistent and professional image:

  • Layout or color scheme: The layouts and color schemes of your social media profiles should be based off one common denominator, generally your company website. If your profiles conflict, people may be unsure whether they are looking at the same or two different companies.
  • Official logo: While this seems like a no brainer, it is very important to use the same logo version across profiles. This means keeping it on the same color background and displaying it prominently on the profiles.
  • Update intervals: Set deadlines for when your profiles will post new content or updates. This can be as simple as deciding to post a blog every week and at least one Twitter post a day. Remember, just because you take a day off doesn’t mean the Internet does.
  • Language and voice: It would be beneficial to carry the same voice and language throughout your profiles. You want to maintain a professional but approachable persona. Being consistent doesn’t mean having only one person write and update all profiles. It means setting guidelines for appropriate language and terminology that all contributors will feel comfortable with and follow.
  • URL shortcuts: There are many different sites that allow users to shorten URLS. On mobile sites and character constraining sites such as Twitter, shortening URLs is a must. Internet users take a gamble when they click these links because they cannot determine where it will bring them due to the URLs being a jumble of numbers and letters. Use the same URL shortening site every time to avoid confusion and to establish credibility.
  • Photos and images: Have four or five official photos of your business available. Some sites allow users to upload photos to enhance their experience and the site’s database. Keeping the same photos every time will cut down on the confusion.

One benefit of having these guidelines established ahead of time is that the process of making profiles on new sites becomes streamlined. The trick is applying the guidelines to whatever customizations a site may offer. Following guidelines across sites will also give your social media portfolio a professional and well-planned look.

This series was created to help your business plan its social media strategy and execute it effectively, thus creating a social media portfolio. Going into the portfolio process, you want to have a clear understanding of your businesses’ resources so that you can devote enough time to all the channels you plan on targeting. You also want to take control of your social media presence by establishing your businesses on channels you do not plan to utilize regularly in order to protect your image. Leaving content creation up to other users can damage your portfolio and make your business appear questionable. Lastly, you want to be consistent in the look and feel of your social media profiles by drawing up guidelines that can then be implemented across all your social media.

Social media is a valuable tool that can support your businesses’ communications goals. Building your portfolio is only half the work, you need to keep up with and maintain your social media. With the three steps in this series you can create a portfolio that emphasizes the value of your business, drives traffic, and adds to your online presence.

If you’re interested in learning more about social media and how it relates to business, take a look at our last two posts:

Building Your Social Media Portfolio: Pt. II

Building Your Social Media Portfolio: Pt. I

Building Your Social Media Portfolio: Pt. II

23 December 2010 Posted by

This is the second post in a series on social media and how it relates to businesses.

The second step to building your social media portfolio is:

2. Create profiles on channels you don’t plan to utilize on a regular basis to protect your image from false information.

Half of your social media portfolio is creating profiles and content on various sites. The other half is protecting your content and monitoring what is being said in social media to protect your image and stop false information from spreading. This is where the importance of stagnant sites comes into play.

There is a double-edged sword to social media. On one hand, it’s great that everyone can create content. On the other hand, it’s…not great that everyone can create content.

The classic example of this paradox is an electronic business directory. This is where the definition of social media can get a little fuzzy. Location based and check-in based applications like Foursquare or Google Latitude can act like a business directory in the same way that Yelp or Google Maps can. Location based and check-in based programs function to gather information about a business or a place that will assist and enhance a user’s experience. The catch is that the businesses being listed may or may not have created their profile on these sites.

Picture this: An imaginary tourist is sitting in the imaginary “Sunflower Café” a few blocks away from their imaginary hotel. The tourist takes out their smart phone and launches the imaginary check-in based application “The World in Your Pocket.” After using the search bar in an attempt to find the “Sunflower Café” with no results, the imaginary tourist decides to create a listing for the business without the café’s knowledge. The problem? The imaginary tourist has a touch phone and accidentally spells the word “sunflower” as “sunflwr.” The owners of the “Sunflower Café” do not dabble in social media and have no knowledge of this profile. The spelling mistake leaves their business looking questionable to other patrons using the same check-in based application.

Accidents like this are innately innocent, but they can create a bad image for your business. They are also a pain to clean up after the damage has already been done. The solution? Create the profile before someone else does. Or, check your business’ existing social media profiles to make sure the information is correct and make changes if necessary. You do not want someone else’s mistake detracting from the hard work you have done to build you social media portfolio.

Many sites have the option to “claim your business.” This means you can either create a profile, or edit an already existing profile by signing up for the application and going through a few simple identity-verifying steps.

Business directory sites are the easiest social media profiles to create and consequently forget about. They generally require little to no maintenance once created, unless they are being used to distribute special offers or for some other creative purpose. By going through various sites and establishing your business, you can prevent false information from circulating while simultaneously adding pieces to your portfolio.

Keep in mind that it may be necessary to use a smart phone when creating social media profiles. Many sites allow you to sign up online, but you can only go so far without the actual smart phone application . Sites like these include Foursquare, Gowalla, Google Latitude, Whrrl , Brightkite, Loopt, and Facebook Places.

Stay tuned for Part III of “Building Your Social Media Portfolio,” focusing on maintaining a consistent image across all your media profiles.

Building Your Social Media Portfolio: Pt. I

10 December 2010 Posted by

This is the first post in a series on social media and how it relates to businesses.

Social media is an invaluable tool that allows an organization to define itself in the virtual space. Three steps must be taken to build your businesses’ social media portfolio.

  1. Decide which channels to target and devote time to.
  2. Create profiles on channels that you don’t plan to utilize on a regular basis to protect your image from false information.
  3. Execute with consistency.

In this first of this three-part series, we will explore step one in-depth.

1. Decide which channels to target and devote time to.

This is the self-evaluation portion of your social media strategy. You are laying the foundation for your positioning in the social media world and planning which channels you will include in your portfolio.

When choosing the social media channels that are right for you, it is important to keep in mind the following things:

  • Manpower – Who will be updating and monitoring social media?
  • Time – Maintaining social media can become time consuming, so plan early on how much time you are willing to dedicate.
  • Content – Keep in mind that the type of content you wish to share may be better suited for specific social media channels.
  • Voice – What is the voice of the company and how will you translate this electronically?

Keeping the above factors in mind, you can start breaking down the social media channels into three categories:

  • Staple – These are the highly trafficked sites, such as Facebook and Twitter that every business should have a presence on. It is important to remember that the demographics of these sites are highly diverse and far-reaching. By establishing yourself on Facebook, the 500 million global users on the site are now at your fingertips — or rather, you are now at their fingertips. With Twitter, you can easily transmit important information instantly and concisely. These two social media tools are important because they transcend age, gender, ethnicity, time, and location.
  • Target – These are sites that your business will be devoting time to in addition to the Staple sites, and will vary based on what products and services you offer. One example of a target site is LinkedIn. Individuals, who could be potential clients or future employees, use LinkedIn to gauge the credibility of a business. News, contact info, employees, past clients, and experience can all be listed on a LinkedIn profile.
  • Stagnant – These are social media sites that you will have to create profiles on, but do not plan on maintaining or updating regularly. The purpose behind this is to establish a presence that can potentially be revived at a later date, and also to protect your business from misinformation. Sites similar to Yelp and Manta fall into this category because they can be created without the need for maintenance.

Stay tuned for Part II of “Building Your Social Media Portfolio,” focusing on stagnant social media.

Branding by the numbers

19 November 2010 Posted by

We tend to think of numbers as a cold and rational way of understanding our world.  Numbers are factual; they provide information without emotion. For most of us (non-technical folks) they seem dry and more than a little boring.

When we want to move people, we are more likely to use words.

Of course, we can all think of numbers that resonate emotionally. Dates, for example. 1984. 1776. 9/11. These are numbers that remind us of shared experiences and require no additional information to be meaningful. Their impact can be powerful enough to make it difficult to use them in a different context. Try to read 911 as anything but a tragic event in American history.  And it’s not just dates: people strive to be #1, avoid the13th floor of buildings, and so on.

Even without the benefit of culture or shared experience, numbers can be used to provoke emotional responses. During the run up to the election, we heard politician after politician talking about the economy using figures that stirred both fear and righteous anger. Charities and social movements often feature statistics in their messaging front and center – though often with photos designed to “humanize” the numbers.

By themselves, numbers are empty of meaning. Given context, however, they can be truly evocative.  That’s what makes them such powerful tools for branding. Properly delivered, the right number can serve as a vessel for meaningful communication. An organization or movement can “own” a number in a way may be difficult or impossible with an existing term or concept. Think 501 Jeans, 747 jetliner, 60 Minutes.  It’s a counterintuitive approach that can yield original and effective results.

At ARGUS, we’ve had the opportunity to use numbers to help our clients develop memorable brands. 1for3 is a non-profit organization that works to provide access to clean water in developing countries. The numbers speak to an unambiguous benefit: buying a single steel water bottle will save three lives. Focused on numbers, rather than platitudes, the brand speaks to a clarity of mission and an essential transparency, which in turn inspires confidence on potential contributors. Going beyond the name and logo, ARGUS found a way to carry the theme into the transactions themselves: you don’t simply buy water bottles, you save a specific number of lives with your contribution.


The84 is a youth-led social movement to positively change teen’s attitudes towards tobacco.  The name “84” came from primary research conducted by ARGUS that discovered that 84% of Massachusetts teens choose not to smoke. By crafting a strategy around a number (rather than a typical “cool” name), ARGUS helped to brand a movement that engaged in an honest dialog with its audience even as it reminded non-smoking teens of their majority power in the community. Since its public launch in August 2007, the website has had over half a million visitors, with a more than a third of users logging in from outside the State of Massachusetts.

Both 1for3 and the84 succeed in part because of the way the brands leverage powerful statistics to deliver a message without artifice or sentimentality. We live in a skeptical age; brands centered around numbers may have an easier time breaking through the din to reach audiences that are wary of marketing and advertising. In any event, numbers provide an interesting and potentially rich avenue for brand development – a road less traveled, as it were.

A Lesson in Acculturation: Part IV

5 November 2010 Posted by

The Hispanic market is diverse and constantly evolving. There are many cultural nuances within the segment to consider such as country of origin, language preference, and number of years in the United States. To help our clients develop a deeper understanding of this dynamic market, ARGUS created a segmentation model that takes into account acculturation levels. Acculturation is the integration and merging of the Latin American culture with the American culture.

The final level of the acculturation model is the Acculturated Hispanic, whom we refer to as: the Americans. Here’s a glimpse into their world…

Meet Tina

Tina is 39 years old and has lived in the United States her whole life.  She considers her parents, both hailing from Cuba to be Hispanic; however, she views herself as an American.  Her Hispanic roots are not necessarily at the core of her identity, but they give her a history and she has kept some of the traditional customs she grew up with in her own life.  For example, Tina will often cook the same traditional Cuban dishes her mother made throughout her childhood for her own family and friends.

Her husband is not Hispanic and they live what many would consider a “typical” American lifestyle.  They both are very focused on their careers and have one son. In their free time, Tina enjoys gardening, attending her son’s sporting events, and trying new restaurants with her husband.

Tina prefers not to be singled out because of her Hispanic heritage. For instance, she does not like receiving Spanish-language advertisements in the mail, knowing it is just because of her Hispanic maiden name. She would rather not receive these ads because she reads, writes, and speaks in English at home and at work. Tina does understand spoken Spanish for the most part, much better than she can read, write, or speak it.  She would like to improve on this because she thinks it would help her as she continues to build her career. Tina also encourages her young son to study Spanish, believing it’s a beneficial skill to have when he is applying for college and jobs, as well as a nice way to connect with his older relatives on his mother’s side of the family.

If you’re interested in learning more about our Acculturation Models, take a look at our last three posts:

A Lesson in Acculturation: Part III

A Lesson in Acculturation: Part II

A Lesson in Acculturation: Part I

A Lesson in Acculturation: Part III

5 October 2010 Posted by

The Hispanic market is diverse and constantly evolving. There are many cultural nuances within the segment to consider such as country of origin, language preference, and number of years in the United States. To help our clients develop a deeper understanding of this dynamic market, ARGUS created a segmentation model that takes into account acculturation levels. Acculturation is the integration and merging of the Latin American culture with the American culture.

The third level of the acculturation model is the English Dominant Bicultural Hispanic, whom we refer to as: Living along the Hyphen. Here’s a glimpse into their world…

Meet Roberto

Roberto or “Rob”, 29 years old, has lived in the United States his entire life.  His parents, both from Puerto Rico, came to the Boston area in pursuit of a better education when they were teenagers. They eventually settled in a suburb just outside of Boston where Rob grew up.

Rob proudly identifies himself as a Hispanic-American.  Even though he is slightly distant from his parents’ home country, Rob has a deep appreciation for his Hispanic heritage and works hard to stay connected to his roots.  He does this by cooking Puerto Rican cuisine, keeping up with current events and politics in Puerto Rico, and following beisbol games on television.  Staying connected to family is also a top priority for him.  Rob makes sure to travel to his parents’ house and celebrate all traditional holidays with his extended family.  He is also constantly calling and emailing relatives to stay connected despite his busy life.

Unless Rob is speaking with his grandparents, he primarily speaks English. In fact, the majority of Rob’s friends do not even speak Spanish.  In his free time, Rob loves to meet friends for dinner and drinks, work out at the gym, and play video games. At work in his current sales position, Rob rarely needs to use his Spanish-language skills. However, Rob does welcome the opportunity to watch a film or read articles in Spanish.

Despite the fact that his career and social life are more aligned with a mainstream American lifestyle, Rob will continue to strive to nurture his cultural ties to his parents’ home country. One day, he hopes to have children of his own, and will instill the same family values and respect for their Hispanic heritage that he has.

Stay tuned for the final installment of “A Lesson in Acculturation,” focusing on the Acculturated Hispanics: The Americans.

A Lesson in Acculturation: Part II

25 August 2010 Posted by

The Hispanic market is diverse and constantly evolving. There are many cultural nuances within the segment to consider such as country of origin, language preference, and number of years in the United States. To help our clients develop a deeper understanding of this dynamic market, ARGUS created a segmentation model that takes into account acculturation levels. Acculturation is the integration and merging of the Latin American culture with the American culture.

The second level of the acculturation model is the Spanish Dominant Bicultural Hispanic, whom we coined: The Cultural Nomads. Here’s a glimpse into their world…

Meet Luisa

Luisa, 31 years old, moved to the United States from the Dominican Republic with her extended family when she was twelve years old. She is now married (her husband is also from the Dominican Republic) and is a stay-at-home mom to her two small children. Luisa and her husband live in a predominantly Hispanic community within minutes of her parents and other relatives.

Luisa’s identity is strongly rooted in her Hispanic heritage. She is proud to be Hispanic, and it is very important for her to continue many of the customs and traditions from her home country so that her children may come to appreciate their Hispanic roots. Luisa is also open to change and new experiences for herself and her family, including further integrating into the American culture. Though Luisa and her husband speak primarily Spanish at home, she is slowly teaching her children English and exposing them to a mix of English and Spanish-language media. She hopes her children will further integrate into the American culture, receive a good education, and reach their fullest potential in the United States.

Luisa’s cultural experience can be described as nomadic, ranging between Spanish and English, and deriving benefits from each culture to construct her own hybrid identity. She cooks a mix of traditional Dominican meals and popular American foods for her family. Luisa also celebrates both Hispanic and American holidays, and even started to host her extended family for Thanksgiving dinner. For fun, Luisa loves to go salsa dancing with her husband.

Luisa considers herself a savvy shopper and is always looking for a bargain. She relies heavily on word-of-mouth and personal endorsements from family and friends when considering making a purchase. For large purchases, Luisa will research her options online on the family’s computer. Though she favors shopping in stores for the personal interaction, Luisa is warming up to the idea of online shopping. Her favorite stores include Sears, Target, Best Buy, Wal-mart, and JCPenney.

Despite the fact that Luisa has been in the United States for almost 20 years, she still does not feel completely comfortable. She lacks confidence in her English-speaking skills, especially when conversing with non-Hispanics. Even so, Luisa is grateful for the opportunity to raise her children in the United States and is looking forward to new experiences and establishing new traditions as her children grow older.

Stay tuned for Part III of “A Lesson in Acculturation,” focusing on the English Dominant Bicultural: Living along the Hyphen.

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