Influencer Metrics

Michael Tchong Trends

In the early 90s, the founder of Sidney Frank Importing Co. hired 20 young women, dubbed “Jagerettes,” to visit bars and use a spray gun to assist customers in gulping down Jägermeister. The tactic reaffirmed the power of marketing aimed at influencers who can propel emerging brands. In 1997, Sidney Frank once again relied on an influencer outreach program for …

Emoji

Michael Tchong Trends

In January 2010, we wrote our first analysis on the use of smileys in which we advocated the adoption of a standardized emoticon language, dubbed EmotiScript. You are hereby forgiven if you considered what we wrote pure balderdash. We could not have predicted that the use of emoticons would explode after the launch of Apple’s iOS 5, the first iPhone …

Four SXSW Takeaways

Michael Tchong Innovation

SXSW was, as usual, a spectacle to be experienced. Here are some key takeaways: Multitasking events – SXSW may remind you of the COMDEX conferences of yore, but with a twist. While there were many corporate parties at that long-forgotten Las Vegas event, most did not feature “content” as the main draw. Lesson: business prospects like to be entertained and …

Domino’s

Michael Tchong Innovation

While FedEx was first to introduce parcel tracking in 1986, Domino’s is the first restaurant to apply the technology to pizza delivery. The Pizza Tracker combined with Domino’s radically reinventive “tasted like cardboard” campaign, its Pizza Hero iPad app plus its transparency efforts, puts Domino’s at the head of the restaurant innovation class. The Pizza Tracker is a perfect example …