Marketing

    Retro Geek

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    I’m on a plane to San Jose, sitting next to a rather geeky young lady and she’s typing in a foreign word processing application.  I squint and squint and finally figure out it’s Notepad, or Wordpad.  Bare bones typing.  Then I show up at Dave Berlind’s Mashup Camp the next day and happen to sit next to another nerd — a consultant of some sort — and he, too, is typing in Notepad. Weird.

    I’m in the heart of the tech country (Stanford, Google, etc.) and people are typing in a foreign, retro and presumably hard-to-use word processing app.  I gotta know why.  A few days later I mention it around the office, and the geeks think I’ve been smoking something, so I remain quiet.  I know what I saw.

    Today, many weeks later, I decide to go to Wikipedia and look up Notepad.  You know what it said?  Notepad is a non-formatted text application that removes all tags and format from copy cut and pasted from a website. And vice versa.

    Clearly, the people I espied were heavy web users/publishers and found it to be a much more facile approach.

    Ergo, I am writing this document in Notepad and will paste it right into LiveJournal.  I’m betting that instead of my normal formatting problems — cutting and pasting and taking extra steps — copy will slide right in.

    Of course, as the world’s worst typist, speller and editor, this excercise might be a major mistake.  Let’s see.

     

    Ready, Shoot, Aim the Arrow

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    What is it about this marketing stuff that is so hard? Sergio Zyman once said marketing is about “Selling more product, to more people, more times, at higher prices.” Why can’t we just focus on that?
     
    The Journal today discusses how Phillips-Van Heusen is using social networking and Ellis Island in its latest marketing campaign as a way to sell more Arrow shirts. Either I’m missing something or this is a barrowed interested stunt to get visibility.  And I’m not even saying it won’t work. They may indeed get good visibility, with this tactic de jour, and sell a few cotton oxfords. I don’t see any pink polo shirts moving, but that’s just me. Long term, this is just a mistake. 
     
    It’s clearly one of those programs where someone in the company, or at the agency, said “Hey, social networking is big today, let’s build a program.” Clearly the mobile marketing idea (cell phone) didn’t rise to the top of the planning session.
     
    These men and women should have taken the $50M they are spending and hired a great shirt designer to invent the next belly shirt or something. Or how about men’s underwear that is “A” cup, or “B” cup. Now there’s an idea.
     
    Marketing tactics without strategy dilute brands.
     

    Volkswagen. Asleep at the Wheel.

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    It’s never too late, but this whole fuel efficient, lower emission car thing should have been the provenance of Volkswagen. It was made to order for them.   But NOOO, they had to spend time designing the Touareg.

     
    They owned both the “product” and the “consumer psyche” in this rich automotive marketing space. Moreover, as anyone who has ever written a brief for a German multinational knows, German companies gets major credit for engineering. It would have been a “can’t miss.” Yet they let the Toyota and Honda beat them.
     
    In the early fall Volkswagen is launching a marketing campaign around fuel-efficient, low carbon-dioxide emitting vehicles.    Will it be too late? No. Muscle memory will help. But they clearly didn’t have enough vision, to get ahead of this one. Where’s the leadership?
     

    Modernista. Rules breakers.

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    M!

    TIAA-CREF, which stands for TIAA-CREF, is launching a new branding idea thanks to the people at Modernista in Boston. The idea revolves around TIAA-CREF’s status as a nonprofit. Generally speaking, people know that nonprofits tend to pour money back into the organization…and the cause.

     
    This branding idea is an example of where rules-breaking makes serious sense. Typically, you want to develop marketing from the consumer perspective. The old campaign did that, in fact. The old campaign celebrated TIAA-CREF’s customers, showing vignette’s of teachers, researchers and other members “doing good.” It was a bit of a pander but this type of advertising usually makes everyone feel good: company and customer alike.
     
    But instead of focusing on customers, the non-profit idea focuses on TIAA-CREF. (I call this “me” advertising, which is usually a mistake.) Modernista’s creative idea positions TIAA-CREF as a .org. which as everybody knows is very different than a .com.  Implicit in this positioning is the consumer benefit. Brilliant! It’s a great way to position a benefit without being too overt or using too much chest thumping.
     
    These boys and girls at Modernista got some serious game.
     

    LaCrosse La Same

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    According to J. D. Power a number of Buick automobiles are as reliable as those of perennial reliability winner Lexus. Surprised? Me too. Two of those cars, the Century and Regal are no longer in production, however. Ironic? You bet. Why would Buick work so hard on quality just to jettison those two cars? They weren’t selling. Their designs were tired. 

     
    Enter the Buick LaCrosse.
     
    The LaCrosse is a Regal with a new coat of paint. Maybe a wee bit sleeker and more  youthful but not substantially. The Regal and the Century, though kicking some major quality ass, have been dropped for an incrementally changed car with a new name. 
     
    If Buick wanted to cut with the past, they needed to overhaul the designs.  Buick has been the slowest GM brand to see that design is the key to success. Name changes and marketing ideas won’t do it (Yeah, Tiger Woods drives a Buick to parties.) Buick has clearly built better cars; they just haven’t designed any new cars. They have also hired a new ad agency, so I see new commercials that talk quality story and a new song in our future.  (“If you don’t have something to say, sing it” is an old advertising maxim.) But the proof is between the bumpers and that metal looks the same.
     
       

    A storied approach,

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    Dan Pink is an author with a great thesis for today’s marketers. It’s his contention that right-brainers will soon rule the marketing world. I fancy myself a right-brainer and am, therefore, quite happy.

     
    Here’s a quote from Mr. Pink’s book “A whole new mind.”
     
    “In the age of abundance, appealing only to rational, logical and functional needs is woefully insufficient. Engineers must figure out how to get things to work. But if those things are not also pleasing to the eye or compelling to the soul, few will buy them. There are too many options. Mastery of design, empathy, play and other seemingly “soft” aptitudes is now the main way for individuals and firms to stand out in a crowded marketplace.”
     
    I’m a particularly big fan of Dan’s notion that the best way to sell is to do so through storytelling. Today some really smart larges corporations are teaching employees not through manuals and rote memorization, but through storytelling. The best ads communicate using stories…and the best brands build relevance through the same mechanism. Don’t recite product function or benefit, embed it in a story.
     

    Raymond Carver would love Second Life.

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    I love the way Linden Labs Second Life users are referred to as gamers.
     
    I’m going to share some quotes from a fascinating Wall Street Journal article that appeared today, written by Alexandra Alter. It’s about a man, Mr. Hoogestraat and his wife of 7 months. The Hoogestrads met in an online chatroom.  
     
    According to the Journal Mr. Hoogestraat’s real wife (he has Second Life wife too) “pays the household bills, cooks, does family laundry, takes care of the three dogs and empties ashtrays around the house while her husband spends hours designing outfits for virtual strippers and creating labels for virtual coffee cups.”
     
    Her response to all this so-called gaming? She “joined an online support group for spouses of obsessive online gamers called EverQuest Widow.” Oye. Cut to the living room:
     
    “From the kitchen Mrs. Hoogestraat asks if he wants breakfast. He doesn’t answer. She sets a plate of breakfast pockets on the computer console and goes to the living room to watch television. For two hours, he focuses intently on building a coffee shop for the mall. Two other avatars gather to watch as builds stairs and counters, using his cursor to resize wooden planks.” 
     
    Two hours later, “Mrs. Hoogestraat pauses on her way to the kitchen and glances at the screen. ‘You didn’t eat your breakfast,’ she says. ‘I’m sorry, I didn’t see it there,” He responds.
     
    “They probably won’t taste any good now, she says, taking the plate.”
     
    What a world!
     

    Business 3.0

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    Prediction Time.

     
    As Jerry Seinfeld might say “So what’s up with Rupert Murdoch?” News Corp has four parts to its business: 20th Century Fox Films (underperforming,) Television (performing moderately well), Newspapers (holding their own in a tough market,) and Other which comprises Fox Interactive and MySpace (doing quite nicely.) Rupert’s latest two pursuits, MySpace and Dow Jones, are the source of my prediction.
     
    Coming to a computer near you will be a new online business network that will be an amalgam of LinkedIn, Monster, Ning, Harvard Business Review and The Wall Street Journal. Think the three martini lunch meets Red Bull. 
     
    This new entity, launching in 2008, will be like nothing we’ve ever seen in the business world. I’m still trying to figure out who will run the show. When I figure that one out, I’ll post it. Who do you think it should be?
     
     

    Offshore versioning Part. 2

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    In my last post I mentioned how digital agencies are offshoring video production work to make it affordable to version TV and Internet ads for multiple target audiences — a strategy that mirrors direct marketers one-to-one mantra.  Versioning may be lucky enough to have some successes but on balance it is a flawed strategy.

     

    Good brand planning attempts to find a single voice and idea for its selling stories.  Coke is refreshment.  MySpace is friends. Corona is about kicking back.  In order to develop this type of overarching idea, planners need to evaluate what appeals to the most people in the brand target.  To find what the target shares in common. As Peter Kim of McCann-Erickson and JWT used to say, the target needs to be broken down into its pieces, understood, then “remassified” into a single entity.  When we find a shared care-about that our brands can fulfill, then we can develop smart communications.

     

    The fact that a TV commercial costs over $350,000 to make today, makes it an imperative that marketers and ad agencies agree on a single selling idea.  L’Oreal hair care used to take close to a full year to prepare a TV ad with Heather Locklear. The dress had to be perfect, the staircase just right, etc.  Ads, in many cases, were works of art. But with 20+ versions of an ad running, the quality of the idea must suffer.

     

    Developing versioned ads, the production of which is handled offshore, with multiple scripts written by God knows whom and casting handled by committee, spells disaster.

     

    Video Versioning Offshore

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    Publicis Groupe, the French advertising holding company, is doing some of today’s most forward thinking and, in my view, has jumped over the other holding companies in terms of trailblazing this digital adventure we’ve embarked upon.

     

    One of the Publicis companies, Digitas, is doing some curious things in terms of targeting broadcast.  They are offshoring production work to Asia to create versions of TV ads that are viewer specific.  (By one estimate noted in the New York Times today, an advertiser has created over 4,000 versions of a single ad.)  This approach is intended to increase ad relevance which will increase the power to motivate sale.

     

    If we can somehow identify a digital fingerprint for each viewer and serve them up a tailored ad, we have achieved the holy grail of the ad biz.  The copy would change based upon the age and education of the viewer. The visuals might change based upon the address of the viewer. Price, promotion and even product could be tied to income level.

     

    But let’s face it, video editing and content versioning of all this stuff will take thousands of hours, and though offshoring it to a workforce making $5 a day sounds appealing, who will be the exercising creative oversight? The first wave of this stuff will be nasty bad.  The good news?  You may only see that nasty commercial once, thanks to digital tracking.  Stay tuned for more discussion of digital and 3-D targeting.