Weekly Recap – May 31, 2019

Ellyn Davidson 05/30/19 - 4:56 pm

Driver sits behind the wheel of a car in city traffic.

Raters Gonna Rate

When the rater becomes the rated. Passengers have long been able to rate Uber drivers on a star system, with low-rated drivers being subject to being permanently parked. Documents obtained by Business Insider and published by NPR.org suggest drivers who rated 4.6 or below were subject to dismissal. But respect is a “two-way street,” said Uber executive Kate Parker, in a recent blog post. Uber drivers are entitled to rate passengers with similar repercussions.

+Just like drivers, riders may lose access to Uber if they develop a subpar rating. Being rude, messy, belligerent and inappropriately demanding (i.e. encouraging drivers to speed) are among the reason a passenger may receive a poor review. Passengers will receive fair warning before being booted from the system. Will the policy lead to greater driver equity or greater fault in the stars, where ratings are begged and bartered instead of tried and true?

Step Master

10,000 steps is just what the marketer ordered. Wearable fitness gadgets like Garmin and Fitbit have given purpose to the passive and serious exerciser alike. Where consumers once took a stroll, stretched their legs or went for a walk, they now “get steps.” 10,000 is the widely accepted target. It’s the baseline for a day’s success and competition. Employers and health plans commonly abide by the rule of 10,000  to motivate and reward healthy activity. So there must be some science behind 10,000 steps per day, right?

+Turns out, 10,000 steps has no medical foundation. It was an arbitrary number assigned decades ago by a Japanese marketer to sell pedometers. So, researchers at Brigham and Women’s Hospital conducted a study with about 17,000 older women to discover a meaningful daily steps goal that would promise greater longevity, compared to more sedentary women. The magic number? Women who averaged about 4,000 daily steps were 40% less likely to die versus those who took fewer steps and longevity benefits peak around the 7,500 mark.

Experience Matters

Your company needs experiential marketing. Here’s why. Chances are your favorite company has some advertising campaigns which make you think, “Wow, I wish I could have been part of that.” Well, experiential-based marketing allows the customers to be part of the brand experience they dream of. That’s right, lights, music, and Instagram photos galore. By your company taking part in this multi-dimensional marketing experience, customers can experience firsthand what your brand is passionate about. Your audience may even have a nostalgic emotional connection and remember the experience, when they hear your brand’s name.

+Whether your company tries out pop-up shops, street art, or virtual reality, experiential marketing lets the customer understand for themselves what your brand is all about.

Where’s The Beef?

You have beef with me? Why many consumers are opting meatless. Grilling season is upon us. Cue the backyard barbecues, smell of burgers in the neighborhood and hordes of hungry people in line at your local meat counter. Or… maybe scratch that last part.

+For years, meat sales have dominated grocery store earnings. In fact, Supermarket News reports the category brought in $67 billion last year alone. But with the growing popularity of healthy eating, meat-free diets and alternative protein sources like Beyond Meat, has the meat industry finally met its match?

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