Unlocking the PLU Code

According to Cooking Light (October issue), the Product Look Up (PLU) code on non-organic fruits and vegetables consists of four digits. Organic produce bears a five-digit code starting with 9. Genetically modified produce bears a five-digit code starting with 8. So take a closer look next time you're in the supermarket.

As a marketer, I believe consumers should be informed about how to decode these ubiquitous numbers. Of course, I also believe in open dating (so buyers can quickly determine when a product expires, for example) but apparently many manufacturers and retailers think otherwise. What do you think?

More Products Get Personal!

Sure, Jones Soda and Heinz both sell their products in personalized bottles (see http://myjones.com and http://myheinz.com). You can also order customized M&Ms (at http://mymms.com).

But did you know you can put your favorite photo on a box of Wheaties? Check it out (at http://wheatiestrophy.com).

Want a bobblehead of someone near and dear? Now it's possible (at http://bobbleheadworld.com).

Or have a few letters or your logo stamped on Texas steak (at http://www.texasirons.com). What's next?

Ads in the Movies

From Pirates of the Caribbean: Dead Man's Chest to Talladega Nights, the movies I've seen in theaters during the past month have been accompanied by a full ration of ads (and previews, of course).

My current favorites are the animated Coca-Cola ad in which the young man dances around doing good deeds throughout his neighborhood ("You're gonna be remembered for the things that you say and do") and the Old Navy "Fash" ads. However, I'm not the target audience for either of these ads so I'm not sure whether they miss or make the mark. Any thoughts?

Laptop Batteries--Hot Stuff

Luckily, my husband's MacBook Pro (sitting five feet away from me here in the office) doesn't have one of those potentially unsafe batteries. Does yours? Here's the Business Week story:

http://www.businessweek.com/ap/tech/D8JNDQV80.htm?chan=search

Years ago, my old Dell laptop went through one battery recall, yet I've continued to buy Dell products. Now this battery issue has become an industrywide problem and could turn out to be a PR turning point in the battle for market share. How will the big dogs handle the recall(s) and the aftermath?

Far-Out Brand Extensions

An interesting story in Business Week poses the question: How far can brand extensions go? A Harley-Davidson cake decorating kit sounds unlikely but then again, super-loyal customers will do all kinds of things.

Here are some brand extensions I don't want to see:

1. Nike nose-hair razor (not for athletes only)
2. Mountain Dew photo scanner (no caffeine jitters for my photos)
3. Starbucks plumbing service (no caffeine jitters for my pipes)
4. Amazon.com Airways
   

Say Hello to Wi-Fi Phones

Remember when cell phone technology disrupted the traditional land-line phone industry? Now Wi-Fi phones are on the way, becoming the new, new thing that will disrupt the cell phone companies that once disrupted the land-line companies.

The New York Times reports that Earthlink is building networks in Pennsylvania and California in preparation for launching Wi-Fi phone service priced at a fraction of cell phone service. Skype has several manufacturers producing Wi-Fi phones compatible with its Internet calling service.

Hello to Wi-Fi, goodbye to land-lines and cell phones? I've already cut one of my two land-lines in favor of a Vonage line . . . maybe I'll hang up on cell technology when Wi-Fi phones come calling. How about you?

Stressing Benefits, Not Just "Lifestyle Side"

Yesterday's N.Y. Times has an advertising column about Reebok's new campaign, starring NFL athletes like Peyton Manning. Reebok's vp-marketing for North America says that Adidas-Salomon, which now owns Reebok, wants "to re-emphasize [the brand's] performance heritage and capabilities" instead of the "lifestyle side of the business."

Because Reebok is the official supplier of NFL-licensed clothing, it makes sense to showcase Reebok's performance benefits, not just brand "sizzle." What a great idea--to actually suggest that the product can satisfy customers' needs! Music-dominated ads may entertain and convey a fashion image, but how well do they inform or build interest in the product itself?

The market for athletic apparel is huge; surely some of those customers must care about what the product offers to meet their needs? Let's see whether deemphasizing the "lifestyle side" in favor of product performance brings sales results.

The eyes have it

Today's WSJ reports that OgilvyOne and Eyetools have teamed up to find out which specific parts of an e-mail marketing message people look at and read -- and how to improve customer response.

One thing Cisco Systems learned is to have strong imagery at the end of an e-mailed newsletter to draw the reader's eyes through from top to bottom. IBM learned to make customer response fast and easy by putting clickable icons and buttons in its e-mails.

Here's how the Eyetools Eyetracking works:

http://www.eyetools.com/inpage/eyetracking_products.htm

Progress! What an interesting idea whose time has come.

More on Adware and Spyware

Business Week's July 17th issue covers the business end of adware and spyware, focusing on Direct Revenue and other companies that use annoying and sometimes PC-crippling approaches to get "ads" out to a still-unsuspecting public. Read the fascinating story here:

http://www.businessweek.com/magazine/content/06_29/b3993001.htm

Why would any legitimate company choose this ethically questionable route to reach consumers? I can't imagine a worse way to introduce goods or services to prospects--or a better way to alienate such a large audience. Down with adware and spyware!

The Weakest Link!

Companies spend millions to keep trade secrets safe--but people really are the weakest link in the security chain. Here's SouthFlorida.com's brief account of the apparent attempt by a Coca-Cola employee (and two accomplices) trying to sell some Coke secrets to Pepsi:

http://www.southflorida.com/news/sns-ap-coca-cola-trade-secrets,0,4607400.story?coll=sfe-guide-headlines2

Pepsi, of course, did the right thing, as I'm sure Coke would do if the same kind of offer reached its management. A happy ending after all and at least the landmark Coke formula was never at risk...