All posts by Peggy & Arthur Winters

BIOS: Arthur A. Winters and Peggy Fincher Winters Dr. Arthur Allen Winters and Prof. Peggy Fincher Winters are active in brand image research in brand concept and content development for local and global fashion companies. They conduct international seminars and professional training in integrated and experiential marketing and multimedia communications. Dr. and Prof. Winters are partners in TFI Geomarketing, a consulting firm specializing in strategic planning for integrated marketing and communications. They have served as judges for several advertising awards, such as the NY American Marketing Association EFFIES. They are currently offering branding concept education through seminars and certification curricula for The Center for Professional Studies at the Fashion Institute of Technology / State University of New York. They have contributed to the development of FIT’s certification programs and teach in Retailing: Customer Experience Management; Retailing: E-Commerce and Social Media; and Brand Management Experience. www.fitnyc.edu/professionalstudies. They currently contribute to the Center’s BLOG: http://blog.fitnyc.edu/hottopicsinsider. Arthur and Peggy Winters have authored and co-authored books, videos, and online blogs and newsletters. Their co-authored books include: What Works in Fashion Advertising; BrandStand, Strategies for Retail Brand Building; and The Power of Retail Branding, Innovative Marketing Strategies for Achieving BrandPower. They are now doing research for publication of their examination into “Brand Buzz vs Brand Does.” They travel worldwide in order to observe and evaluate ongoing changes in the international retail, advertising and marketing landscape. The Winters have created academic curricula and given industry consults and seminars in England, Italy, France, Brazil, Kenya, Korea, Japan, Israel, China, and Russia. Dr. Arthur A. Winters is Professor Emeritus and founder of the Advertising and Marketing Communications Department, at the Fashion Institute of Technology / State University of New York. He has over 60 years of experience as an advertising agency and marketing professional. He is an educator and an author with a specialty in strategic brand management, planning and creative execution of marketing and communications. He is a pioneer in Integrated and Experiential Marketing, Advertising and Communications, who believed then and now, that brand building requires more than brand name recognition. Dr. Winters holds degrees in economics, public relations, marketing and education from Williams College, Pace University, and Temple University. Quoted in numerous professional and trade publications, he has written many articles and authored and co-authored seven textbooks. He has created innovative curricula for advertising and marketing communications and developed interactive multimedia matrices for experiential education. Prof. Peggy Fincher Winters has been a professional and an educator in fashion marketing, advertising and marketing communications for over 40 years. Her career spans the industry from specialty and department store retailing -- to retail and producer direct marketing, advertising, promotions and public relations. She is a strategic planner and creative producer of advertising and public relations and integrated marketing campaigns. She has been a TV spokesperson, written articles, books and videos, and has been quoted on fashion, marketing, advertising, as well as experiential education and career development issues. Her education career includes being the founder of the FIT/SUNY college-wide Internship Program, professor of advertising and marketing communications. She has developed curricula and mentoring matrices that provide internship programming and career coaching. Prof. Winters holds degrees in merchandising, marketing, and education from Ellsworth Community College and The University of Memphis. peggy_fincherwinters@fitnyc.edu arthur_winters@fitnyc.edu

LIVING IN A WORLD OF THEIR OWN?

by Peggy Fincher Winters, Arthur A. Winters, Connie Rauen, Jack Rauen

ISN’T IT TIME to EVALUATE THE POTENTIAL NEGATIVE EFFECTS of DIGITALIVING by “DIGITIES”?

Are you close to any children or pre-teens who spend most of their free (or demanded free) time with digital companionship?  Are they in a world of virtual experiencing and so-called learning?  Could a “Digitie”, as we have termed them, get more from in-person, face-to-face contact with friends, family and teachers?  Have you noticed any decrease in the verbal skills of heavy digital users?

Drawing by Art Winters
Drawing by Art Winters

These issues are making people of all ages fidgety with all the “Digities”.  Yes, the genie is out of the bottle and we cannot go back in time, nor would we want to.  However, we do need to pay closer attention to the changes being made to our society and to our actual brain structure!  Much is being researched and written about this current development and we in our industries must be aware of how it is affecting our business and our students, children, employees and colleagues, not to mention ourselves.

Young people from pre-adolescent to their twenties want to live in a world of digital devices — such as smart-phones, laptop computers, tablets, and all of the newest digital inventions.  They have been born into this new world and don’t really know a life without PDAs.

Some of our observations include how many “Digities” are more engrossed in texting, social networking and playing videos or games than in downloading and reading books.  They do not or rarely use snail mail and the “talking” part of a phone.  Most if not all of their business transactions of buying, selling, bill paying, etc., are done on-line.  We are seeing that most smart phone users prefer quick texting over slower-to-open email!  And did you know that January 23rd is National Handwriting Day?  How many schools are teaching cursive writing?

Now you may be thinking that what we have here is a huge generation gap or fissure occurring.  Well yes, that may be part of it.  But when we have seen students struggle when required to hand write their authentication statement on their college-standardized tests… And when we hear that grandchildren cannot read their non-digital grandparents’ letters and greeting cards??   You might remember the quote from the 1967 movie, “Cool Hand Luke”  — “What we have here is a failure to communicate!”

We don’t mean to add to our culture’s stress level nor stop progress.  And, we are not joining the Luddites and Troglodytes.  However, we would suggest that we might all need to seek a balance between the non-digital and full-on digital worlds.  We do wish to avoid a digital divisiveness in the wave of progress.

A Digital Life Style (DLS) may now employ devices that provide self-oriented creative experiences in a world of their own.  This could make an individual more inclined to rely on technology than on themselves and others.  They could be so attached to their screens that there is no opportunity or desire to use teamwork to create in the classroom and the workplace.  Current surveys indicate that teamwork is a key requirement in innovation and creativity in the workplace.  Our world depends on cooperation and coalitions.  Other studies are showing how we are losing our skills for deductive reasoning by being presented with “information” or “factoids” without any attempt to connect the dots and develop understanding in context and actual development of knowledge.

It is now more evident that those living in the digital world are producing even more worlds of their own.  Are they going deeper down the digital rabbit hole?  Is this already a permanent condition and chosen lifestyle?  Do they or we have the option to not join the “Digitie-Age?”  It is not difficult to surmise that an overuse of digital technology can and most likely is separating the “Digities” from interactive, non-digital experiences with others, as suggested above.

So, should or could there be limits placed on Internet digital connectivity and total reliance on these resources?  Many parents and teachers are fighting with this difficult situation everyday!  Studies are showing both youth and adult “Digities” suffer withdrawal pains when separated from their digital devices.  The travel industry is offering “disconnected,” device-free vacation sites around the world to encourage people to take a break from being available and wired 24-7.  Some parents are calling in all their children’s PDA’s at a set bedtime and prohibiting them at the dinner table.

It may take many years to fully evaluate the evolving effects that this “world of their own” could and is having on a developing human being. Will they be more intelligent and able to handle our world’s problems without more interactive experiences with others?  Will they have the judgment of critical thinking to develop actual wisdom for making sound decisions?

One development is the advancement into “Artificial Intelligence — AI”.  If humans create AI that becomes self-powered and more intelligent than us, without our human values, then where will we be?  This is not a science-fiction movie any more!

There is no denying that individuals are more and more living in a world of their own with the help of digital devices.  We see in the fashion world that they are literally being woven into our textiles and clothing!  Body implants are in use with GPS devices.  How long before knowledge implants are de rigueur?  Imagine implanting a Rosetta Stone language disk into your brain without having to study and practice to become fluent?

So the big question becomes: Who will be in control?  What will be our choices?  And even more so, will technology in the private “worlds of their own” decrease or increase our creative, strategic, abstract, and moreover, critical thinking?  Who will be capable of making the critical decisions of our time, “their time”?

Will we be able to think for ourselves or will we all be drunk on “Techila?”

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

PERSONAL CUSTOMER EXPERIENCE… PCX

Mobile 1 to 1– is No. 1

Big data technology keeps giving brands more and more personal information about YOU. The rise of technologies available to brands keeps enabling each brand to know intimate details about consumer behaviors. These technologies deliver opportunities to create more personal, 1 to 1 customer experiences (PCX) that will hopefully earn loyalty from customers, not only for their own satisfaction, but also for giving recommendations to others.

What would now be the brand’s strategy for PCX? It is being reported that there is a billion-dollar market for advertising sales on mobile videos. Major wireless carriers will be selling personalized ads that can target 1 to 1 with advanced Web videos. Digital PCX will also help retailers improve their omni-channel blend between digital, mobile and physical — “brick and mortar”– in innovative ways.

Drawing by Art Winters
Drawing by Art Winters

What does this all mean for the future of PCX? Is the future of media all about our mobile devices? This rapidly advancing mobile age has certainly created remarkable omni-channel experiences for consumers everywhere in the world, from obtaining instant news, entertainment, to shopping options galore. The interaction that must now be an essential factor for developing strategic PCX is and will continue to be mobile.

With the newest mobile technology in the hands of the customer, retailers are increasing their use of mobile devices to enhance the in-store sales associates’ ability to better serve their customers face-to-face. Whether it is to check prices of competitors; expand the inventory beyond what the store can or does carry; read reviews; arrange for special ordering and shipping; and even to geotarget customers with special and relevant offers as they move through the store.

A newer app option to explore is the concept for visual searching – photographing an item seen on someone while in the street and asking the retailer what they have that is similar.

people

Both the brand and retailer’s mission is to help the customer enjoy the shopping experience and deepen the relationship between them.

What new PCX technologies have you experienced and enjoyed?


Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

RE(ward)TAIL?

Small Town and City Retailing that rewards the community, retailers, and customers…

Specialty stores could be better designed to present new customer experiences (CX) and unique shopping rewards for all shoppers and for loyal program customers.  Some communities are now supporting specialty retailers who have been challenged by incoming and ongoing mega-retail, but are rebounding with more nimble, creative and unique thinking.

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Retail Therapy is offered by SPREE at the Fashion Square, Biltmore Fashion Park and Kierland Commons Luxury Malls in Scottsdale, Arizona

This can be managed by encouraging people with shopping strategies that offer the customer unusual incentives for rewards for their purchases.  For example, strategies we have recently seen could be to design customized: t-shirts, gift cards, items of artwork by local artists and artisans.

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Collaborating between local shops and organizations is often a win-win outcome.

In tandem with, and actually preceding the shopping reward could be a Rewardtailer’s complementary multi-media strategy of reward advertising.

Also a Rewardtailer’s advertising should not only offer purchase rewards and overall discounts, the consumer is inundated with a plethora of offers and the followup survey — so the question should be: What will make YOUR offers/rewards different and more desired by your customers?

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Lucky Magazine offers Lucky Points, their Lucky Closet, and exclusive access and CX experiences. Luckymag.com/shopoutnyc

Could you envision offering purchase rewards that provide Knowledge and Value of the town’s or retailer’s history — developing a special intriguing persona?  The Reward strategy is part of the customer’s Decision-making process.  As we have written before, Knowledge, Value, and Decision is a KVD strategy that can build a mutually valuable relationship.  People and companies desire a community that is involved in the happiness of their residents and success of their businesses.

Before the razzle dazzle of our fascination with technology gets us all excited…  Let’s remember that “there is nothing as powerful as a good idea whose idea has come.”  (Thank you Victor Hugo — even then and all the way to now.)  At the core of our new strategies must be something that will carry the day…  This is the excitement of retailing through the centuries — if you want a historical view, watch PBS’s Masterpiece retail stories: “Mr. Selfridge” and “The Paradise.”

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What will we, “our time,” be known for in our future years?

Perhaps — ADVERTISING?  Interactive print newspapers in 4D?

Drawing be Art Winters
Drawing be Art Winters

For more on the use, value and research on Loyalty Programs:

http://www.bizjournals.com/prnewswire/press_releases/2014/10/16/MN38644

A Loyalogy Consumer Study finds that retail reward programs may increase shopper spending by 33% — and with Millenials — 41%.

http://apparel.edgl.com/news/can-loyalty-programs-really-increase-sales-91630

“70% of members feel loyalty programs are part of their relationship with a company/brand.”

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.