Procter & Gamble is one of the world’s biggest advertisers—as a result, their products fill households around the world–Downy, Tide, Bounce, Charmin and Crest. Yet they’re a big brand with a big heart and a conscience, and I’ve written a couple of articles about their video ads that have gone a long way towards supporting big causes. These days, we’re seeing a lot of this, and ya gotta love a big brand that’s not afraid to step up and do the right thing. P&G’s #LikeaGirl video a year ago was viewed by more than 38M people, and #WeSeeEqual video three months ago by 46K.
But now it’s June. It’s blistering hot with no end in sight. Like everyone else, I want to be on vacation. Lying somewhere with my feet propped up with nothing to think about but where I’m going to have dinner. Yet I’ve got work to do and deadlines to meet.
But I love this story. P&G has a new innovation that takes off from where its more rudimentary household products left off. P&G is now offering Bathroom Service in New York City!
It’s cleverly called Charmin Van-GO
And it’s bringing personalized bathroom service to select New York neighborhoods. The pilot is scheduled for just two days in June. According to the Associate Brand Director, “We’re always looking to bring people the best bathroom experience, both at home with our tissue and in new and unexpected ways.” It’s literally a bathroom delivered right to your footsteps. People on the go can avoid those random, frantic coffee-shop stops with Charmin Van-GO.
Traveling through NYC’s busiest—and now neediest–neighborhoods
With black-ish star Anthony Anderson onboard, Charmin Van-GO will travel through some of NYC’s busiest neighborhoods to bring bathrooms to those in need, while surprising and delighting people with bathroom humor along the route.
So my question is . . .
Is P&G serious about this or are they just having a little summer fun? Or is this something that could take off and start serving other neighborhoods, other cities? God knows the need is there. There’s no mention of the cost to use Charmin Van-GO or if there’s more than one van or plans for the future. There’s likely a place to wash your hands, using that old P&G classic, Ivory. I’m captivated by this. Most of all, I’m wondering if P&G is doing this as a whimsical summer fling or if they’re serious. A traveling potty. They could get an app . . .
If you’ve been paying any attention at all, you know about Google’s heavy-handed 2015 algorithm change that assigned preferential search results for mobile sites. While Google rolls out something like 500 algorithm changes/year, this was a big one with important consequences for business owners and their (mobile) websites. What this really meant was that Google assigned favored results for mobile sites, punishing those whose websites didn’t translate to mobile devices. (I know—it doesn’t really seem fair that someone should have this much power, but that’s another discussion!)
How do you know if a site is mobile friendly?
If you find yourself having to scroll, click and fool around trying to read a site on your phone, it’s not mobile-friendly. That site is not meeting the design specs for universal, or responsive design, which means that a site will adapt to all devices—desktop, tablet and phone. All of this is, of course, in response to the overwhelming growth of users who access everything from their phones, which is now more than 60%.
A scramble to become mobile-friendly
The result? A mad scrambling to convert sites to mobile. In many cases, businesses are able to do some workarounds rather than having to create a whole new website, which is always a major undertaking. I’ve worked on quite a few WordPress conversion projects where we were able to salvage the old site to make it mobile-friendly rather than start from scratch and build a whole new website. A big savings in terms of time and money.
So what’s been going on since 2015’s Mobilegeddon?
Google is rolling out a mobile-first index that’s being called Mobilegeddon 2017. As was the case with the first Mobilegeddon, your site effectiveness and search results will be affected unless you are prepared.
Look out for Mobilegeddon 2017: A mobile-first strategy
Mobilegeddon 2017 is Google’s new mobile-first index . Google is changing their index of web pages from desktop pages to mobile pages. No longer will a user get served up two different experiences.
Why does Mobilegeddon 2017 matter?
As with the algorithm change in 2015, If you don’t optimize your website for mobile, your audience won’t find you unless they stay on their mobile devices. The organic traffic on your website will nosedive. Your site will not show up in search results as well as on those that are optimized for mobile.
Adapting to or preparing for Mobilegeddon 2017
So. Does your website meet Google’s ever-changing algorithms? Copy and paste your url into Google’s Mobile Testing Tool website for a quick analysis. You’ll get three ratings: one for overall mobile-friendliness, one for the loading speed on mobile and one for desktop. While the mobile-friendly ranking is most important, the loading-speed time is important as well. Users these days are impatient, with short attention spans. If your site takes too long to load, your audience well may give up and go elsewhere.
Failed the Mobile-Friendly Test?
If you failed the test, it’s time for a new website that meets the global standards for responsive design—a website that translates across devices. For many business owners, this may finally be the impetus they need to stop procrastinating and create a new website.