Marcom this week: From A to zinc – 3/4/11 edition

Although Charlie Sheen’s rants made more than enough headlines this week, marketers managed to squeeze in a few of their own. From the announcement of Apple’s iPad 2 to the latest research on what consumers want from brands online, here is a look at what happened this week in the integrated marketing communications industry.

iPad 2 raises the bar for marketers
In case you missed it, Apple announced its next-generation iPad on Wednesday. The lighter, thinner, faster tablet arrives March 11 with a price tag of $499 for the 18GB Wi-Fi version. More important than its new software and front- and rear-facing cameras is the fact that the iPad 2 is driving the post-PC conversation forward at full speed. Just a day after Apple’s announcement, Gartner lowered its growth forecast for worldwide PC shipments in 2011. Looks like the iPad is well on its way to bridging the gap between laptops and tablets, which means it’s time for marketers – who haven’t done much to test the tablet waters – to take notice. Faster browsing means a host of new apps are probably already in development. However, if PC alternatives are the future, then how do marketers get on board in a meaningful way?

For brands, it’s all about being "liked"
Take note marketers: consumers want to hear from you when online – if you’re offering discounts. This is the latest finding of a new Ad Age/Ipsos Observer survey of digital-media habits. Facebook was a clear winner, with 41 percent of respondents preferring to receive communication from marketers via this platform. The runner up was Twitter, which received 18 percent of the vote. Coupons are the most sought-after item, with 65 percent of respondents hunting for online discounts. In fact, for most respondents, this was the reason why they “liked” a brand on Facebook. Not surprisingly, only 22 percent of respondents cared about customer news, a reminder that pushing self-promoting content won’t win a brand many friends.

Taco Bell: Where’s the beef?
This week, Taco Bell debuted a series of commercials in response to a lawsuit claiming its beef isn’t beefy enough. According to the ads, Taco Bell’s beef is comprised of 88 percent premium ground beef and 12 percent signature recipe. Viewers are encouraged to visit the fast-food chain’s website to view the entire ingredients list. Overall, the ads aren’t very interesting. We probably would’ve dismissed them with a shrug had it not been for the commercial’s inopportune airing on Sunday evening during a repeat of Fox’s new animated series, "Bob’s Burgers." Titled “Human Flesh,” the episode is about a misunderstanding surrounding the beef content of Bob’s Burgers signature hamburgers. (Sound familiar?) The first ad to air during the commercial break? Taco Bell, of course. Bad timing for the brand, and a big “oops” for Fox.



Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at vitaminimc@gmail.com. Miss your vitamins last week? Visit the “Marcom this Week” archive.

Call in the experts, Taco Bell

By Katie Lombardi

Thank you for suing us.

You just read the first line in Taco Bell’s rebuttal to a class action lawsuit that claims the fast food chain doesn’t use real beef in its tacos and burritos. Last Friday, Taco Bell hit the public with a massive ad campaign to make it clear to the people who are suing them: "Not only is your claim a lie, but guess what? We are going to sue you!"

Public relations professionals know that in most cases it’s better to respond than to say nothing at all. Taco Bell’s tongue-in-cheek ad will certainly grab the attention of consumers but will it convince them that the Bell's seasoned beef is really 88% beef and 12% secret recipe?

I am not convinced. However, I don’t typically eat at Taco Bell so the lawsuit and its allegations aren’t changing my behavior. Taco Bell probably shouldn’t worry about consumers like me anyway. But for those customers who are actually raising an eyebrow at the idea that its meat filling is a mixture of oats, ground meat, and whatever else is thrown in there, it’s time to call in an expert. Edelman just released the results from its 2011 Edelman Trust Barometer, which show Americans don’t want to hear from “a guy like me” (think Jarred from Subway). They want to hear from a trusted expert. Americans want a response from the CEO of a company or someone who has substantial credentials and authority.

My advice to Taco Bell: Hire a team of food scientists to test and confirm that your beef is really beef. And if you can’t back up your claim then it’s time to be more transparent with the public. It’s difficult to sound believable when you’re the second guy to scream foul. It’s turning into a “he said, she said” game and for people who do care, Taco Bell should do more than just run a snarky ad campaign.

But again I have to ask, do people really care and why? You’re eating Taco Bell, not buying organic groceries at Whole Foods. Are you really that surprised?

Katie Lombardi is a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School and can be reached at katherinelombardi2011@u.northwestern.edu.