Enhancing Hasbro brand by expanding social media reach

Hasbro has room to grow and enhance its products by incorporating different social media vehicles into their short-term and long-range plans. Television ad spots will continue to be a large part of their overall strategy. According to Nielsen ratings, kids ages 2-5 spend 32 hours a week watching TV, while children ages 6-11watch TV approximately 28 hours per week (2009, Nielsen). So, television still hits a large audience for Hasbro; however, reaching the adult populations (i.e., the parents) becomes more challenging. This is where social media vehicles such as the experiential marketing (“reliving” their favorite childhood Hasbro games and sharing those via on-line communities/websites), Twitter, Facebook and branded entertainment can really enhance that strategy.

The idea of meaningful marketing also is an important message to consider when developing a marketing strategy. In Tim Leberecht’s article, he notes that it is critical in social media to engage and activate customers “to co-create social content, which serves as the main catalyst for those cross-media conversations that provide the fabric for brands.” I love the metaphor of “fabric for brands” (2009, Leberecht). And while he was referring to the voice of a company, I think this same theory can be applied from a customer perspective.

Hasbro is in a unique position to capitalize on meaningful marketing. How many people have grown up playing Hasbro board games or collecting Hasbro toys? As I was talking with co-workers recently, we talked about how we used to love playing Operation, and how even today, young children carry on the tradition of loving operation (whether it be online via a video game or on the original board game). These special feelings have meaning for us, and those feelings are a chance for Hasbro to engage these consumers. Wouldn’t it be great to have a community site on Hasbro where consumers could tell stories of their favorite Hasbro toys and include photos or videos of them as young children (or even now their own children/grandchildren)? What better way to sell your brand! Coca-Cola is doing some experiential/meaningful marketing through their Open Happiness campaign -- http://cokeusa.com/coca-cola-stories.html. The campaign offers consumers to share their stories of why they love Coke – who knew romance could be found through the love of Coke?

Opportunities for Hasbro to engage consumers through on-line communities are also abound via Twitter and Facebook. By building followers/fans, Hasbro can easily engage customers by providing special discounts/coupons to those individuals through “Facebook freebies,” direct message discounts and social media sharing (2009, Van Grove). These special discounts will make them feel special, as long as you are careful not to offer similar discounts to the masses. Additionally, implementing a customer loyalty program and referral opportunities can provide more opportunities to market the products. These simple strategies ca n be incorporated to help build the community of Hasbro consumers. Hasbro is missing out, particularly this time of year, by not having these types of communication/marketing strategies in place. It would be great to see this done several times a year and possibly incorporated into special discounts on customer’s birthdays, etc. Implementing this on Facebook and Twitter is simply a no-brainer.

Another benefit of this “open” conversation with consumers is the ability to build ad campaigns developed around those conversations. As Jean-Philippe Maheu, chief digital officer for Ogilvy, states, “Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time" (2009, Steel). And while companies should rely on traditional research methods as well, hearing what customers are saying about you and learning from them can be a key piece to your overall marketing strategy and allow you to really tune-in to the wants/needs of those buying/using your product.

The last vehicle that is worth mentioning and further researching is branded entertainment. I love the example in Jaffe’s book of Macy’s as a company who has used branded entertainment in a very positive way (2005, Jaffe). As the holidays approach, we are now seeing the wonderfully done commercials for Macy’s where the word “Macy’s” is spoken in various movies and television shows. Hasbro actually is in the game when it comes to branded entertainment through such mediums as the Monopoly game at McDonald’s to the continued success of Transformers toys into a big-screen box office hits. Hasbro recently implemented a heavy ad push for "Family Fun Night" where they try to market its board games, as well as Wii video board  games. In addition to running in the mid- to late-morning, it also runs in the evening hours to hit that parent market. Ellen Degeneres also has been helping Hasbro market the family game night by playing some of the  games on her show, including Bop-It and Guesstures. In mid-fall, Hasbro teamed with Domino's and Target to offer unique discounts to encourage families to take part in family game night (2009, Powers) -- another form of branded entertainment. I think there are opportunities for Hasbro to further enhance its branded entertainment presence by integrating some more “personal” experiential marketing strategies that truly engage consumers.

The strategies noted above are just a few examples of social media vehicles that can be blended with traditional marketing plans to further expand a company’s reach to its consumers. It is important to once again reiterate that there is not a one size fits all strategy. Identifying the key social media ingredients will help define a recipe for success.

References:

Donaton, S. (2009, June 23). Branded entertainment that works. Forbes.com. Retrieved November 23, 2009, from http://www.forbes.com/2009/06/23/scott-donaton-brandedcontent-cmo-network-donaton_print.html

Jafee, J. (2005). Life after the 30-second spot. Chapter 20 - Branded Entertainment pps. 266.

Leberecht, T. (2009). Wanted: Chief Meaning Officer. Retrieved November 22, 2009, from http://designmind.frogdesign.com/articles/power/wanted-chief-meaning-officer.html-3

McDonough, P. (2009, October 26). TV viewing among kids at an eight-year high. Nielsen Wire. Retrieved November 22, 2009, from http://blog.nielsen.com/nielsenwire/media_entertainment/tv-viewing-among-kids-at-an-eight-year-high/

Powers, V. (2009, October 30). Hasbro’s Family Game Night teams with Domino’s Pizza: Free pizza, mini games. Retrieved November 22, 2009, from http://www.houstononthecheap.com/hasbros-family-game-night-teams-with-dominos-pizza-free-pizza-mini-games

Steel, E. (2009, November 23). Marketers find Web chat can be inspiring. Wall Street Journal. Retrieved November 23, 2009, from http://online.wsj.com/article/SB10001424052748703819904574551562382557556.html?mod=dist_smartbrief

Van Grove, J. (2009, November 18). 3 creative ways SMBs can use social media for holiday discounts. Retrieved November 22, 2009, from http://www.openforum.com/idea-hub/topics/technology/article/3-creative-ways-smbs-can-use-social-media-for-holiday-discounts-jennifer-van-grove

Product Placement News (2009, October 6). Hasbro branded entertainment through the years. Retrieved November 23, 2009, from http://www.productplacement.biz/200910073244/News/Branded-Entertainment/hasbro-branded-entertainment-through-the-years.html

Oprah and Ellen Sucked Me In

First let me start off by saying that I am a big fan of both Ellen Degeneres and Oprah. Not only do I think Ellen's show is hysterical, but I love what she is doing with social media. As someone who hasn't really bought into the whole social media deal, I do pay attention to Ellen and that is because she is being creative, she is actually listening to what her fans/people have to say (and then, actually responding to them), and she continues to be Ellen. And, Oprah, well, I just love Oprah.

So, back to my point. For those of you who don't know the story, Ellen set off last year to become the first person to share the cover with Oprah on O Magazine. Her shows focused on making calls to Oprah's office, creating/sharing her own ideas for the cover, etc. In the meantime, Michelle Obama became the first person to share the cover. But, Oprah finally "video conferenced/Skyped" in to Ellen's show and invited her to be on it, making her only the second person to land on the cover with Oprah.

The issue just hit the news stands and O also marketed it creatively. There are several different covers -- one that you get if you are a subscriber, one if you buy it and another one for, well, I don't remember. Ellen has been promoting the heck out of it, trying to make it the biggest selling issue ever. Well, she sucked me in. I bought it, and I liked it.

In an age where on-line magazines are becoming ever more popular, it is hard for publishers to differentiate themselves. But, this particular issue of O IS different and it's engaging. For example, you can go to O online to vote for your favorite cover (I did, of course).

But, one of the gimmicks that I really liked is the "Twelve Days of Christmas" promotion. Throughout the magazine, there are twelve holiday graphics, each with a different code/date. Beginning Dec. 1, readers can go online and enter the code for that day, as well as the 11 days that follow, to be entered into the contest to win Ellen/Oprah's holiday giveaways.  Of course, I immediately flipped through the magazine in search of the holiday graphics/code, wrote them all down and fully intend to win the prizes (LOL). Seriously, I will be playing. It's fun. You should too. Go out and buy the magazine and get ready to countdown the twelve days of Christmas.

In addition to tying into some of the social media topics we've been discussing in class, this also ties into this week's subject of authenticity vs. transparency. In today's world of social media where you can just "put it all out there," the question is, do we really need to put it all out there to be seen as transparent or authentic. And, what is the difference? Well, I think Ellen is pretty transparent and she is authentic. She is who she is and she doesn't try to portray someone she is not. And, for that very reason, I think that is why so many people relate to her. I think the same is true for Oprah. That is why they have both had long-running shows. If you don't think they have marketing power because of their authenticity, just look at Oprah's book club or her "favorite things" she does during the holidays. Typically, the products she touts on her show go on to be huge sellers.

I think there is a lot to be said for transparency and authenticity. Companies who understand it (what it really means to be authentic/transparent) will be able to better engage consumers through the new social media mediums.

New insights into what consumers want

Many forms of social media have become important components in marketing strategies for businesses. Vehicles like Facebook and Twitter enable marketers/businesses to engage consumers in new and unique ways.

This week, Mark Walsh of Online Media Daily discussed the findings of a recent study from Razorfish. In the FEED report, more than 65 percent of consumers reported having a positive or negative digital experience that affected how they viewed a brand (of that 65 percent, 97 percent reported that the experience ultimately determined whether or not they bought a product from that brand).

But, one of the statistics/findings that I found particularly interesting is that 44 percent of Twitter followers and more than 37 percent of Facebook and MySpace followers stated that exclusive offers/deals/promotions as the main reason for subscribing/"friending" a brand via social media. As noted in the research, "it’s not so much about some type of 'shared passion' for a brand’s values. Largely, it’s about deals—pure and simple."

This is great information for businesses who are looking to build their brand via these social media vehicles. By building a fan base/following and actively engaging this group, companies can continue to look for new opportunities to enhance the relationship with consumers (see Walsh's example of Whole Food's use of social media).

The FEED also noted that "brands that use digital to drive awareness also drive sales: 64% of consumers report making a first purchase from a brand because of a digital experience."

The data certainly makes a case for digital marketing. And, based on this research, as well as countless other surveys/data, it is important to blend traditional marketing strategies with digital mediums in order to broaden your reach.

When looking at Hasbro, outlets like Facebook and Twitter offer unique marketing opportunities for the company. Because the audiences, of Facebook in particular, is changing and it is this target audience (the parents and grandparents) that can help the company achieve overall success. By developing a solid "fan" following, Hasbro can develop marketing strategies that offer special discounts, "sneak peaks" and other premium services that will build those relationships.

So, as I move further into developing a new marketing strategy for Hasbro for my class, I will look at opportunities to incorporate more digital/social media vehicles to complement the traditional marketing and advertising that Hasbro is already using.

FEED (2009). Razorfish Digital Brand Experience Report 2009. Retrieved November 9, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf

Walsh, M. (2009, November 8). Online Media Daily News. Razorfish study: special offers drive engagement in social media. Retrieved November 9, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117008

Just testing out mobile blog posts.

Can Hasbro catapult over Mattel through new, innovative marketing

Toy makers/distributors are in a unique predicament when it comes to marketing their products/services. Because their primary market is kids under the age of 13 and that market is somewhat protected (personal data) by the Children’s Online Privacy Protection Act, developing a marketing strategy can be quite tricky.

Two of the largest toy manufacturers, Mattel (#1) and Hasbro (#2) have developed marketing strategies through a combination of traditional (print/television) and social media to enhance their overall marketing efforts. And while both have embraced new forms of advertising/social media, Mattel seems to have the edge on Hasbro.

Mattel has delved deeper into its individual brands, particularly the most popular brands like Barbie and Hotwheels, by developing on-line communities specific to these brands (2009, Mattel). The “Barbie Girls” site boasts one of the most robust communities. It includes the ability for kids to essentially create their own Barbie avatar, earn virtual Barbie bucks, play games, etc. Additionally, the site also includes a “grown ups” page that presents opportunities to engage parents through links to “top toys”, Barbie vintage trivia, party/safety tips, and the ability to sign up for special offers/updates. Several of the sites also include subtle video messages about new products and the ability to earn stickers.

In addition to these communities, you will find Mattel trying to engage consumers through Twitter, Facebook and YouTube. These mediums may be fairly new to the company, and right now the Facebook fan page has less than 200 fans and Twitter followers are less than 100. But, these are mediums that are emerging and, if used appropriately and creatively, may further extend the reach to consumers.

So, enough about Mattel – I’m sure we’ll be coming back to them to make some comparisons, but let’s talk Hasbro.

Part of Hasbro’s mission is to “provide some of the highest quality and most recognizable play and recreational experiences in the world” and “inspire play” through its brands. The company does so by offering a wide array of products, including traditional toys and games to those with high-tech, interactive capabilities. Some of the most recognizable and popular toys include, Transformers, Tonka and Parker Brothers -- you know, the brand for Monopoly (2009, Hasbro). Sales for 2009 came in at just a little over $4 billion, compared to Mattel’s annual revenue of nearly $6 billion (2009, Hoover’s).

The company’s primary target audience is children ranging in age from 3-12 (22 percent). The male to female ratio for that audience is almost dead even, with females edging out the males 54 percent to 46 percent. It’s Web site – Hasbro.com – reaches 1.5 million consumers monthly (2009, Quantcast). During the past two years, the company has placed an enhanced focus on “tweens” (kids ages 8-12) by focusing on products that are high-tech/digitally innovative products (2009, Hoovers).
Hasbro’s primary advertising vehicle continues to be television. In addition, the company also markets products through the American International Toy Fair in New York each year. Last year, the company spent more than $4.5 million on advertising (2009, Hasbro Annual Report).

Hasbro’s Facebook page (not sure if it’s official or unofficial) has limited information/engagement opportunities and includes only about 1,000 fans. However, the Hispanic Hasbro site boasts more than 5,000 fans (2009, Facebook). This may seem understandable given that their target audience (kids under the age of 12) may not be using Facebook. However, in looking at what I believe to be a larger target audience – their parents – it may make sense to enhance this presence. Adults ages 35-54 using Facebook grew more than 170 percent in less than a year, and those ages 24-35 and 55+ also saw substantial growth, more than 97 percent (2008, Corbett). Either way, the presence of fans/users is almost nonexistent, and this is an area where there is a lot of potential to engage consumers, particularly parents.

It also appears that Hasbro continues to rely on e-mail updates on product recalls/new products/special offers. There doesn’t appear to be a Twitter presence or even the use of text messaging for these special alerts. Parents now often rely on text updates for local school closings; wouldn’t it be great if Hasbro offered text updates on new product offers or recalls? A simple, cheap and effective way to reach more consumers.

Some of the individual Hasbro brands offer interactive opportunities for kids. For example, the company’s “My Little Pony” brand provides information on how to plan a party, recipes, an opportunity to “meet the ponies” and the ability for parents to send electronic greeting cards to their kids from the ponies.

Hasbro is also trying to engage parents by providing parenting tips from a renowned psychologist, as well as other experts. Most of the topics don’t even pertain to toys. They are just topics relating to children/families. The site also gives parents, access to toy demos, educational information, commercials and other informational videos.

We’ve just touched the tip of the ice berg here, but hopefully this provides a short glimpse into some of the marketing techniques/strategies in place at Hasbro. So, during the coming weeks, we will be looking at new opportunities to further enhance marketing efforts that will help make this brand more successful and possibly even help it catapult over the competition.

References:

Corbett, P. (2008, June 20). Facebook demographics 2008 update -- It’s getting older in there. Retrieved October 30, 2009, from http://www.istrategylabs.com/2008/06/facebook-demographics-2008-update-its-getting-older-in-there/

Facebook (2009). Hasbro. Retrieved November 1, 2009, from http://www.facebook.com/search/?q=Mattel&init=quick#/Mattel?ref=search&sid=25827717.1300079418..1

Hasbro (2009, February 25). 10-K and Annual Report to Shareholders. Hasbro.com. Retrieved November 2, 2009, from http://www.scribd.com/doc/12937028/HASBRO-INC-10K-Annual-Reports-20090225

Hoover’s (2009). Hasbro, Inc. and Mattel, Inc. Retrieved November 1, 2009, from http://hoovers.com/hasbro/--ID__12007,period__A--/free-co-fin-income.xhtml

Mattel (2009). Retrieved November 1, 2009, from www.mattel.com