So here’s a fun lens to peep through for better perspective on older Boomers and their genesis as renegades. The “lens?” Fashion.

According to some fashion historians, young adults in the 50s chose fashion to illustrate their rebellion of the uptight societal norms. The anarchic attitude toward society created a generation gap that has yet to be filled. Nothing better illustrates the paradox between social mores and the new social awareness of young people like the rock n‘ roll attitude in fashion that burst onto the runways in the 1950s. The provocative styles of rock stars like Elvis Presley and film stars like James Dean directly conflicted with the conservative sexual attitudes of the era. (Don’t forget, at the time it was illegal to sell, let alone use, birth control in most states). As Denise Meechan says online at Rewind the Fifties: “No other decade has captured such a wide divide of class and social structure on the catwalks or of the social oxymoron America has copyrighted into its national structure”.

By coming of age during this dichotomy, older Boomers learned to thrive in states of change and contradiction. Perhaps this adaptive/endurance quality will help them thrive throughout old age, too? I’m betting it will.

So for marketers wanting to better understand older audiences, the idea is not to view them as one-dimensional (old), but from as many perspectives as possible. An afternoon of James Dean or Sandra Dee movies is just one way to experience what older Boomers’ formative influences were all about. Hey,whatever it takes! But, really, weren’t their clothes pretty cool?

Polite? What does that mean in the context of email marketing? Because of the abuse of email by spammers, legitimate marketers need to be sensitive to how protective people are of their email inboxes. This most often means either making it really easy for someone to unsubscribe from email communications, or asking explicit permission before sending emails in the first place. I recently saw an excellent example of this: a small software company from which I purchased a product asked my permission before adding me to their e-newsletter. Here’s essentially the message they sent me:

This company would have been perfectly CAN-SPAM compliant to simply add me to their email list. But, instead, they did a few key things that demonstrated great courtesy and good use of the one-to-one communication that email should be. This message:

• explains why I’m receiving it.
• requires that I take a simple action to join the list, assuring that I truly want to be on this mailing list.
• explains what information the messages I’m signing up for will contain, and how often I’ll receive them.
• doesn’t require me to do anything if I don’t want to be added to the list.
• acknowledges that this message was sent automatically, but also manages to express a little humor and personality.

Follow these guidelines, and think of your subscribers as friends (yes, actual people), and you’ll find that your list is made up of not just subscribers, but people you’ve actually made a connection with as well.

There are more than 130 million blogs on the Internet. And although there are many useful online tools for practitioners to use to track online conversations, there is not a single source to create the ultimate blog list. What it takes is people willing to dig in and go through a process to identify and vet potential blogs.

It will take time. And it will require regular monitoring and attention. But the rewards of creating peer-to-peer and WOM influence are worth it and necessary.

So roll up your sleeves, because your journey to building better blog lists starts here:

Step 1: Search
Develop a list of key words you can search for based on your audience, industry, products, services, or expertise. Make sure those list of terms includes a generic search for “Best blogs for ABC” or “Top blogs for XYZ.” Many times, fellow industry bloggers or the media have already tracked down some of the top, most authoritative blogs, and that can be a great spring board to building a better list.

Further, take these terms to blog search engines, such as Google Blogs or Technorati (always a good spot to start because it has a growing index of more than 133 million blogs and ranks overall influence). Blog platforms, such as WordPress, TypePad, and tumblr can also be searched especially if you’re looking for local or niche markets, while tools like Alltop can be used to uncover popular topics being discussed and Regator and BlogPulse can also help you identify blogs with the most authority.

Step 2: Listen
Chances are you’re already monitoring reactive opportunities for your organization through Google Alerts (if you’re not, start now!), but there are also a number of services that are either free or charge a monthly fee that can help you keep a pulse on current online conversations about or related to your brand and competitors. Try paid services such as Alterian SM2 to help you identify who is talking about things that are important to you, as well as to measure tonality of posts and generate reports to show general ROI of blogger relations.

Monitoring Twitter directories through WeFollow and Twellow will also help you connect with the right bloggers (because a majority are on Twitter, too) and following them on Facebook or LinkedIn will provide additional insight into what they write and care about. There are also ways you can track specific hashtags on Twitter in real-time (e.g., hashtags.org or Twemes), which can lead you to good bloggers to add to your list.

Step 3: Trail Blaze
Just because something is popular, doesn’t mean it will be the best fit for you or your brand. Think of some of your best vacation memories and I bet they were from an undiscovered gem. Blogs can surprise in that same way. Make sure to explore blogrolls and see where they take you. Maybe the diamond in the rough is a blog your industry influencer is reading. This is a time- consuming process, but well worth the return, as you’ll likely discover blogs that, although they may not be the most popular, are still very relevant to you.

Also take note if certain blogs are consistently listed on blog rolls because that’s another indicator into their authority and influence.

Step 4: Evaluate & Plan
When it comes to blogger relations, make sure to be realistic and tier your targets just as you would your media list. Often, how big a list you start with depends on the budget you have to allocate to support blogger relations efforts.

After you’ve collected the laundry list of potential candidates, evaluate each to make sure you’re including the most relevant ones on your list.  Also, include a mix of tier 1, 2, and 3 blogs based on authority, readership, and relevancy.

Bloggers are inundated with pitches, and PR and marketing professionals have to work smartly and genuinely to attract their attention. It will increase your chances of success and add to the overall variety of coverage if you make sure to have a mix of “musts” with “nice to haves.”  This will also allow you flexibility to be more strategic when offering exclusives to bloggers or pitching different perspectives.

Step 5: Keep Exploring
A blog list is not static and should be a dynamic document that reflects the current online conversations.  Daily monitoring will help you grow your list of relevant bloggers. But you should also make sure to build in checkpoints at least every six months to review your contacts and make sure you have a clean, up-to-date list.

There are many possibilities of what blogger relations can do for you. If you’re weary of getting lost in the millions of blogs available, start small. Work to make genuine connections with a handful of bloggers, and then you can grow from there.

An agency partner can also help you with your social media strategy and be your arms and legs to get things done.

I can still hear those words echoing in my ears, years after my journalism professors at St. Bonaventure University delivered them in lecture. Pulled from the “The Elements of Style” by William Strunk Jr. and E.B. White, these are the rules to which we all learned to write.

I wonder what they’d think of writing today? On one hand, maybe they’d be excited about how the digital age has opened up so many new doors and platforms for people to express them selves through writing. On the other hand, maybe they’d think we’ve all gotten a little too carried away?

Tweet, tweeple, dweet. Is this jargon-packed silliness or just the next evolution in language for which style laws should apply? Would they consider these terms the “fancy” words the little book states we’re all supposed to avoid? The New York Times seems to think so, and is asking its writers to avoid the term tweet, yet the Associated Press now includes it in its own style guide.

Strunk and White warn us all to “Not affect a breezy manner” in our writing. But, should that rule still hold water when it comes to the conversational style of blogs, Twitter, and Facebook? After all, the personalization these communications afford can in many ways be considered a positive. Nowadays many companies and organizations are talking with people instead of at them. Can we embrace these tools and “write in a way that comes naturally” while still honoring the classic elements of style? In this evolution, is there room for compromise?

Recently, my brother visited us from Minneapolis. On his way out the door, my dad stopped him and said, “tweet” me when you get in.  At that moment so many things crossed my mind:

• “My brother is so cool; he’s on Twitter;”
• “If my brother Pete tweets, then is that called a ‘Pweet;’” and
• “Oh man, even my dad has been affected!”

As it turns out my brother is not on Twitter (yet…) and my dad actually meant to say “ping”, but “tweet” was the most natural thing to say given Twitter seems to be everywhere.  And while many are working hard to keep up, for others 10, 20 years down the road, it will be something they just know.

So, what would Strunk and White do?

They’d remind us all that good writing is good writing. Whether you’re writing a blog post, annual report, or letter to your aunt, clear, concise communication is the key. Maybe now more than ever as attention spans get shorter, news cycles get faster, and millions of people share their views, experiences, and opinions for public consumption, we all need reminding that there is no substitute for cleanliness, accuracy, and brevity.

P.S. I’m re-reading my copy of “The Elements of Style” starting now and encourage all of you to do the same.

Using a state-of-the-art 3D computer simulation and deductive reasoning, the research study came to the conclusion that despite their seemingly odd and deceptively awkward outward appearance giraffes can, in fact, swim.

So, what does the aquatic prowess of a giraffe have to do with marketing? On occasion a product’s brand has an outward appearance that does not always reflect its true nature or function. Our job is to make sure we expose those hidden attributes in a way that is relevant for the consumer. Sometimes that means changing predetermined perceptions about a brand or product.

For example, what comes to mind when you hear the brand name, ACE^®? Elastic bandages, right? ACE^® is synonymous with the beige colored bandage gym teachers and athletic trainers wrap around sprained ankles, knees, and wrists. However, when ACE^® wanted to launch a new disposable heat therapy patch, that perception potentially works against them. This new product needed to be positioned with both the retailer and the consumer outside of the elastic aisle and with the pain relievers.  In other words, it was a giraffe you thought you were familiar with, but it had a capability that was unknown to you.

Some of the trade and consumer tactics used to launch the ACE^® Heat Therapy Patch can be seen on our web site. But the point is, it is never easy—and not always wise—to go against the preconceived perception of what your brand stands for. But sometimes it is necessary. Done carefully and done well, it can reveal an aspect of the brand that broadens its appeal.

So, the next time a giraffe invites you to a pool party, keep an open mind.

So how do you make sure your package has the shelf presence to motivate a purchase decision? It comes down to two things: eye-catching design and innovative use of promotion.

Ideally, packaging design solutions should be part of an integrated strategic plan or product launch. Too often, new product package designs are created prior to the development of a marketing strategy—without any thought or connection to how the brand will be positioned in the market. And in the case of existing products, packaging design is frequently at odds with a potential repositioning of the brand.

While every brand has its own unique challenges and opportunities, here are just a few trends worth noting.

1. Stand out by being simple. Sometimes when everyone else is shouting, the person who stands out is the one who whispers. Think about tapping into the new “cool minimal”. Check out this example: Currenna shampoo.



2. Unique on-pack promotions. Typically, when you think of an on-pack or in-pack promotion, there is some sort of price action coupon or rebate. Well don’t be afraid to expand your thinking—like this free USB memory stick promotion for Sunshine Enema. Free giveaways work if they are unique and functional.



3. Personalize. Okay, variable information printing isn’t practical for everyone, and, technically, this contact lens package for indivisual (great name) is not an OTC on-shelf product, but the idea of using digital printing technology to personalize a package was just too cool to pass up.



4. Show me the product! The use of transparent substrates allows consumers to have a clear look at what they are buying. Incorporate a design that integrates the product with the graphics, and you have visual stopping power in the aisle. earBudeez is a great example of this technique.

These are just a few examples of packages that work hard to attract more sales. The point is, the next time you have the opportunity, think about your packaging as an extremely effective way to market to consumers when they are making a purchase decision: in the store.

And, they will find it.

It probably comes as no surprise that some employers have been using social media sites to research their candidates—using the information obtained as somewhat of an informal background check. However, according to legal expert Mark Schickman, this is not necessarily a smart practice, and employers need to be careful about what they’re digging up on potential employees.

The danger, Schickman says, is that as an employer, you’ll find out something that you really didn’t want to know. For instance, you may discover that the candidate’s political beliefs don’t align with yours. You might learn the candidate’s age, marital status, and information about their children. Or maybe you’ll see messages about medical issues or family problems. These sensitive subjects are off limits in job interviews, but if you saw this information on Facebook, would you be able to make your hiring decisions without it leaking into consideration?

If you’re being completely honest, the answer is likely no. And that, Schickman says, is a recipe for disaster, as you could be opening yourself up for discrimination lawsuits. As it turns out, there is such a thing as having too much information about a candidate.

Still, as employees, we’ve all heard the horror stories in recent years. We’ve known people to lose their jobs based on what they have posted about themselves on the web. Schickman suggests that job seekers should “sanitize” their online presence, making sure nothing inappropriate is posted, but also urges people to continue to be themselves.

The fact of the matter is: what we put in our online profiles contributes to our personal “brands,” and it’s smart to be conscious of that. In person, many people try to keep their work and personal lives separate, yet most people don’t think twice about accepting coworkers or bosses as “friends” on Facebook.

But really, is it fair to be judged at work for things we do outside of work? Should people really have to censor themselves and keep secret the fact that they support a certain presidential candidate, or that they had a few drinks at a bar on Saturday?

I think employers need to consider not only the potential legal ramifications, but how the practice of checking up on people reflects on their company and its culture as well. Seeking out personal details (whether on current or potential employees) on Facebook can be viewed as intrusive, or “spying”—even if the individual has the information out there for whomever to see. Think about how a reputation like that could affect employee morale and recruitment!

Many companies have social networking policies that provide guidelines for what employees can and cannot post in relation to their jobs. In fact, just last week, an employee of the Pittsburgh Pirates was fired for venting his frustrations about the team’s losing streak on his Facebook page. Although he was speaking as a lifelong fan, the Pirates write his paycheck, and as an employee, it’s common sense not to bash your company on a public forum. Still, placing restrictions for posting that are too strict can reflect negatively on an organization as well. When it comes to social media policy, companies should consider establishing a middle ground.

In the end, if an employee works hard and is a valuable member of the team Monday through Friday, does it matter how they spend their time when they go home for the weekend? And really, who wants to work for a company that can’t have a little fun on Facebook?

Equally strong, yet on the complete opposite end of the spectrum, the first rule for talking to mom bloggers is you do not call them mommy!

For a majority of women who blog—and who also happen to be mothers—they don’t like the term “mommy blogger.” It limits who they are and carries with it a sense of disrespect.

Earlier this spring, The New York Times published an article titled, “Honey, Don’t Bother Mommy. I’m Too Busy Building My Brand.” This article caused an uproar in the female blogger community because of its cutesy and condescending tone it took toward so-called “mommy bloggers.”

The truth is that these bloggers are educated and creative, and have a strong point of view. It’s true that many blogs written by women do have a focus on motherhood and family; however, often they are a reflection of their complete lives—which started before they became mothers—and also include thoughts and prose on health, fitness, travel, business, and much, much more.

In marketing, we like to categorize people and call them things like market segments, target audiences, and influencers. We use these “buckets” to find commonalities among people. However, when dealing with female bloggers, even mom bloggers, be warned. A one-size-fits-all approach will not work. Each blog is as individual as the woman who writes it.

It will make sense for many brands to connect with women and mothers and the blogosphere is an excellent place to start. In fact, we achieved great results working with influential mom bloggers when we introduced a new Sucrets® product—Sucrets ICE—but you have to play by the rules.

In addition to avoiding the term “mommy,” be sure to follow these practices:
• Make It Personal: Get to know them. Read their blogs. Communicate on Facebook and Twitter. Look for ways to meet them in person.
• Make It Relevant: Get to know what makes them tick. Look to connect more personally with relevant information. Genuinely care about what they care about. And, don’t send generic press releases.
• Be Pitch Perfect: Or at least try. These bloggers aren’t starving for pitches and free stuff. They are discerning and, like the media they complement, want to deliver value and relevance to their readers.

We all know strong, wonderful women. Many happen to blog. Many happen to be moms. And, now you know how to reach out and show some respect.

“Alpha Moms,” who dominate consumer decisions in their own households, are transitioning into “Alpha Daughters,” who heavily influence the consumer decision making of their senior parents.

According to research by Peter Kruger of AlphaDaughters.com, this group, who have evolved into primary caregivers for their aging parents, are becoming a key target for companies marketing healthcare devices and services. Their influence often extends into many other facets of their parents’ lives as well, with Alpha Daughters doing everything from arranging their parents travel to making major purchases, such as furniture or electronics, on their behalf.

It’s also a relationship that’s on the rise. “Unlike the Alpha Mom market, the Alpha Daughter market is expanding, with elderly people growing into it rather than growing out of it,” says Kruger.

The Alpha Daughter’s role as a proxy consumer is similar to that of the Alpha Mom, a mother who purchases goods and services on behalf of her children and household. In fact, Alpha Moms are responsible for—or at least heavily influence—up to 70% of household expenditures. Factor in the Alpha Daughter’s higher level of technological proficiency, and it’s easy to see how she can quickly become an indispensible “assistant” to her aging parents.

As marketers, this is a phenomenon that should be on our radar, as it’s another factor that can help to guide us through the complexities of marketing to older adult audiences.

Whether you agree or disagree with Facebook’s privacy changes, it’s tough to ignore the outcry that has emerged.  Ever since the f8 Conference back in April, when Facebook decided to open up its privacy doors to the public- – establishing an opt-out privacy policy — users have been in a tizzy over their rights to privacy, and control over their personal information.  This situation with Facebook excellently demonstrates the harm that can be caused by supporting opt-out policies over opt-in policies – especially when it comes to issues as important as personal privacy and informational control.

Public outcry has consisted of calling out Facebook – claiming that it’s not the company it promised to be when it was founded back in 2004.  Try and adjust your privacy settings and you’re thrown into a confusing mess of options that tiptoe next to chaos theory.    The difficulty behind the settings may open the network, but some people don’t want that. Luckily, it seems that Facebook may have heard the public’s concerns about the confusion, and is now working to make the privacy settings easier to adjust.

Those of us using social technologies in a professional setting understand that control of the brand is moving away from the company/organization, and into the hands of the consumers and users.  But when control starts moving away from the companies and the consumers and into the hands of a select few companies, it brings up questions about what we really have control over, and whether we can find our way out if we really want to.