Tag Archives: Mobile devices

Fund-Raising with Healthy Options

We can usually tell when it is fund-raising season for schools and sports. Kids stop by houses and businesses, selling chocolate bars and other items to help fund a variety of programs and causes. And, although we happily buy and eat the candy, there can be some regrets over the empty calories, and the lack of sales going to local businesses. Wouldn’t it be better to offer healthy alternatives, and support local businesses? Of course! Enter a new company: FarmRaiser – connects fundraising groups with local products and foods.

FarmRaiser was founded in Michigan with a mission to connect local farmers and food artisans with schools, athletic teams, bands, and other causes. Vendors must meet standards for sustainable practices, and artisan products that do NOT list sugar as the first ingredient are welcome. The company states that “if a product has more than five or six ingredients, and if any of them are ones your grandma wouldn’t recognize it doesn’t make the cut.”

Campaigns are customized by working with a FarmRaiser “cultivator” to help determine fund-raiser goals, local products, and vendors. Each campaign also gets its own Web page on FarmRaiser.com. The company estimates that 85% of funds raised stays in the community; the average profit margin is 53% for the groups. The process is straightforward: once the cause is registered, FarmRaiser helps create a custom online and mobile market. At the end of the sale period, students help distribute the produce and products to their customers. Groups can choose various products and goods from multiple regions. Try combining Michigan cherries, with Texas Salsa.

What sounds good to you?

Group Activities and Discussion Questions:

  1. Discuss the fundraising activities that students might have done. Discuss what was it about, proceeds, products, process, etc.
  2. Introduce the topic of changing the product mix and sales process.
  3. Show a video about the company: https://vimeo.com/147806697
  4. Show Web site: https://www.farmraiser.com/
  5. Divide students into team. Have each team select a cause and develop a product set.
  6. Set SMART objectives for the company.

Source: Rieth, D. (Summer 2018). Home field advantage. Edible Michiana.

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NBA Finals Used AirDrop to Connect with Fans

Quick questions: Do you like unexpected ads and announcements on your phone? Does it entertain you, or annoy you?

These were the key questions undertaken in a creative advertising campaign from ESPN and agency R/GA during the NBA finals. The campaign objective was to drive up viewership of the NBA finals. The tool used was Apple’s AirDrop. In case you have forgotten (or not used) AirDrop, the feature enables two users, who are within 30 feet of each other, to transfer files directly between iPhones and other devices.

For the NBA campaign, personalized messages were sent to people who were NOT at the NBA game, but were instead doing other things like sitting on a bench, hanging out with friends, and more non-basketball activities. The stunt was limited in scope, done at only five locations in downtown New York where marketers sent out personalized messages. And, to make sure they didn’t miss a basket, message recipients also got access to the game on live streaming.

Make sure to check your AirDrop settings! Who knows what might show up next.

Group Activities and Discussion Questions:

  1. Poll students: What is their opinion about using AirDrop to deliver unexpected advertisings?
  2. Does use of AirDrop violate privacy?
  3. Show the case study video: https://www.adweek.com/creativity/espn-freaked-out-iphone-users-by-trolling-them-with-airdrop-during-the-nba-finals/?utm_content=position_2&utm_source=sailthru&utm_medium=email&utm_term=AW_Adfreak&utm_campaign=Adfreak_Newsletter_2018061313&s_id=516e0a4d191b2a646da5e880
  4. How many students in the room currently have AirDrop enabled? Will they continue with that setting?
  5. Divide students into teams. Have each team develop a promotional campaign to use AirDrop to get attention, and sales.
  6. Debrief the exercise by having each team share its plan.

Source: Beltron, G. (12 June, 2018). ESPN freaked out iPhone users by trolling them with AirDrop during the NBA finals. Ad Week.

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On-Demand Fuel Services Deliver Direct to Cars

Has your car ever run out of gas? Has it ever “run on fumes” while you search for a nearby gas station? For most people, these events have likely happened a few times. Wouldn’t it be nice if your car automatically had its tank filled up without needing to take it to a filling station? And maybe get oil changes and wipers replaced without needing to spend hours at a repair shop? Well, a new company named Yoshi has the answer to this dilemma.

Yoshi is an on-site refueling and car maintenance service that brings gasoline and other services directly to your car. Using an app, drivers can schedule fuel deliveries and select maintenance services. Yoshi’s trained mechanics pump the gas and handle maintenance while the car is parked at work or at home.

Refueling can be scheduled once ($7/delivery), or on a regular basis ($20/month). Additional services include oil change, car wash and detail, repairs, windshield fluid, wiper blade changes, window cleaning, and tire air check and fill. The service is currently in 12 cities and is also used by companies to keep their car fleets fueled up and ready to go.

Fill ‘er up.

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Poll students. Ask who would be interested in a system to automatically refuel their cars.
  3. Show Yoshi’s site: http://www.startyoshi.com/
  4. Show video of the service: https://youtu.be/xmqrZ2DvwVE
  5. For Yoshi, what is the target market? Consumers? Corporations?
  6. Divide students into teams and have each team develop a profile of a target market for Yoshi. Include demographics, psychographics, behaviors, values, attitudes, etc.
  7. Based on the target market profile, what makes this product unique for these customers?
  8. Debrief the exercise.

Source: Harlow, T. (1 March, 2018). New on-demand fuel service will allow Twin City drivers to skip the gas station. Minneapolis Star Tribune.

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