Very small.

Take a look at the smartphones on the market today. They’re pretty snazzy, eh? To be sure, they’re visually stunning and all sorts of cool. They’re also very small. After all, they’re designed for mobility. And what busy business professionals really need due to now managing larger amounts of information on smaller screens is for their content to be delivered in “bite-sized chunks” and optimized for mobile environments, whether the content is delivered in text, audio, or video formats.

Even when business professionals are off-site but still on the clock, they’re seeking information that will inform their work, improve their efficiency, and influence their purchasing decisions. And purchasing leads to sales … which is exactly what companies need. B2Bs, however, are notorious for producing content-heavy collateral. It’s not because they’re word happy, it’s because B2B offerings are complex and oftentimes require a large amount of explanation.

Think about it, B2B companies aren’t selling ninety-nine cent MP3s, but more along the lines of nine-million-dollar enterprise software systems. And while most B2C offerings don’t involve a great deal of scrutiny or a high level of buyer involvement (save for buying a house or a car), B2B offerings are subject to a tremendous degree of risk vs. reward assessment. Business audiences still very much need the content we produce, but on their mobile devices they now need content available in different lengths and various content formats.

It’s not that B2B marketers should stop creating longer-form content, it’s that they’ll also need to create content that shows more, tells less. The big action point here is that B2Bs need to constantly consider the small mobile-viewing experience by developing marketing and sales content that is optimized for hand-held screens.

How? Through such mobile-friendly approaches as:

• Mobile Websites. Developing mobile websites (or “mobisites”) that are slimmed-down versions of larger corporate websites. You’ll still promote your key messages and communicate your key offerings, but you’ll need to do so in a streamlined manner and stick to the bare essentials.
• Video Case Studies. Creating 2-minute video case studies (in addition to 2-page text documents available at your regular website), that are far easier for your executive audience to watch on their mobile devices when they’re on a layover between Denver and Detroit.
• Video Demos. Producing short demos that can be uploaded to video sites like YouTube, and easily embedded and accessed from your mobile website.
• Audio Podcasts. Recording short audio podcasts that encapsulate the key industry tips you already publish in your monthly email newsletters, as these can be listened to when executives are on the go.
• Shorter Content Bursts. Writing 100-word snapshots of your longer 10,000 word thought-leadership pieces that executives can read when they’re out in the field. Keep in mind that these bursts provide an incentive to “read the full version for even more insights!” when they’re back in the office and are afforded the luxury of 15-inch screens from which to view.
• SMS Alerts. Offering audiences the option of subscribing to 160-character SMS alerts of breaking developments in the industry, on the competition or the overall profession. You can always elaborate on and aggregate these in longer blog posts, too. But keeping them short keeps your target audience informed wherever they might be at the time the news breaks.

Remember, B2B marketers, your business audiences aren’t always at their desktop computers when they require your information, but that data still very much influences their purchases. In fact, they’re at their desks less and less. So, when you’re creating and promoting content, you now need to be forever mindful that someone, somewhere on the other side of your copy will be accessing it by way of a device that’s very small.

Your audiences will thank you. More to the point, your business buyers will be able to consume your content from the one device that is always on and never leaves their sides. And by giving prospective customers a pleasant mobile experience, you won’t be giving them a reason to visit competitive sites that are optimized to their viewing needs.

B2B Mobile Bonus: For a 10-Step Starter Guide On Integrating Mobile Into the B2B Marketing Mix, in both slideshow and PDF formats, go here.

What does the session entail?

Featuring big and small businesses alike, you’ll discover 4 very *different* case studies where social media was integrated into marketing programs, along with more traditional marketing channels, and how it yielded ROI. Specifically, we’ll cover: 

• Goals and Strategies. Each businesses’ over-arching business goals, their respective marketing strategies, and how they integrated their unique programs into their marketing plans.
• Metrics. The metrics and measurement results that show the success of each campaign and how the integration of social media led to that success.
• ROI. Both qualitative and quantitative points of ROI.
• Lessons and Tips. Key lessons learned from each company—and top tips they learned from their time spent deep in the social media trenches.
• All panelists will be shortly announced (and the winner of the Case Study Challenge will be announced April 1st!)

What will you leave the session understanding?

You’ll leave this session having a better understanding of how you can integrate social media into YOUR marketing and gain similar results. And you’ll also leave with rock-solid examples of how other B2Bs, both large and small, used social media to generate awareness and leads and grew relationships and revenues for their organizations.

How can You enter your company for the challenge?

It’s easy, fast and free. To enter the B2B Social Media Case Study Challenge just fill out the form located here. Businesses large, small and in-between are encouraged to enter as the criterion for the winner is (1) how well you demonstrate the measurable value of how the integration of social media raised the ROI of your marketing program and (2) the *uniqueness* of the social media strategy you implemented. It’s truly a chance to show-off all your hard work and clever programs, so c’mon and join the challenge!

When do you need to submit your social media success story by?

You need to submit your entry no later than March 12th, with the winner announced April 1st. Enter here. To learn more about the many sessions and speakers at the MarketingProfs Business-to-Business Forum, please go here… and I hope to see you there!

Well, we did and Equation Research delivered–in spades! And just as promised, we’re getting first access to the report, before it’s promoted anywhere else: please click here to download the full report (PDF).
The 40-page report is jam-packed with findings and implications, results for each of the 10 questions that were selected from the community’s contributions and scores of relevant charts and graphs illustrating the key points, along with breakdowns by audience designations (i.e. B2B, B2C, Brand-side Marketers, Agency-side Marketers). It’s enough to make a data wonk out of you, too.
To our knowledge, this is the first marketing survey that was directed by the community, yet facilitated by a third-party research company. Some of the findings from over 1,450 respondents include:

• Adoption rates. The adoption of social media is well past critical mass–with nearly two thirds of brand marketers (59%) currently implementing social media in their marketing plans.
• Tools and platforms. Facebook, Twitter, online video and blogs are the 4 most popular social media tools. Yet none of these are being used in isolation–on average, there are 5 to 7 other social media tools being either actively used or dabbled with by marketers at the same time.
• Key barriers. Knowledge, measurement, and funding/time-resources pose the biggest barriers to social media adoption.
• Current marketing spend. While traditional media channels account for the largest proportion of marketing spend; Online, Search and Social Media as a group are approximately a third of all current spend. For smaller companies this increased to over 40%.
• Forecasts in spending. Looking towards 2010, brand marketers forecast a shift in spend towards digital tactics, feeling the areas most likely to increase will be Social Media (60%), Online Advertising (53%), Search Engine Advertising (49%) and Email Marketing (41%).
• Mobile marketing. While current adoption of Mobile Marketing is low (only 11% of brand and agency marketers had it as a line item), there is interest in experimentation.
• Corporate responsibility initiatives. The majority (87%) of brand marketers surveyed indicated their company was involved in some type of corporate responsibility initiative, most often in the form of environmentally/socially responsible business practices (58%). As a likely refection of the economic uncertainty, half have no plans for how their corporate responsibility projects will change in the coming year.

Also as promised, we are being given free access to Equation’s online reporting tool; so you can filter, cross-analyze, or cut the data up any way you want. To access the online tool: Please go here:

• For username type in: equation
• For password type in: trends09
• If you need any help with the tool, Chris Burke is happy to walk you through and answer questions; just drop Chris an email right here and he’ll get right back to you.

As explained in the original post, Equation Research is not a client of mine, this labor-of-love project signaled an opportunity to involve the community in a beneficial program and I got to play but one part. Though I do want to say I’m tremendously impressed at how thoughtful and thorough the report is (thanks Equation), how terrific Ann Handley has been to support this project (thanks MarketingProfs) and how prolific YOU were in brainstorming the questions–thanks marketers!
While we’ll learn through the report’s findings, I do want to point out the key lesson that I’ll be sharing with my clients and colleagues–because ironically, it doesn’t stem from data found inside the report, but from the core idea of the report itself. That is to say, creating a piece that was both for the community and directed by its members. Given social media’s growth tear, I hope businesses will leverage these tools in ways that engage audiences by providing new and creative types of value to their communities…rather than using these media as just another vehicle for broadcasting their marketing messages.
This program–via crowdsourcing the questions and preparing data that will help us in our work and learning curves–serves as an example of that practice. And I hope to see plenty more.
Enjoy your data, marketers and I’ll leave you on another exciting note: Equation Research wants to conduct a community-developed survey with us again in 2010. So it looks like we’ve started an annual tradition!
PS: If you’ve not already, download your copy of the report right here.

One certainly pays more for an SUV than a hatchback because the SUV isn’t only richer in features, it’s more robust due to its sheer mass. And we don’t mind paying more for products that are of a genuine (or perceived) higher quality than those of lower stature– just look at the price of any branded product on your local supermarket shelf compared to the generic one it’s stacked next to.
In air travel, people now have to pay a premium when toting more of their stuff on the plane, or they get a discount for not using as much cargo space with their luggage. And while that has outraged some, it’s nothing compared to the heat airlines are facing in attempting to charge a higher price of plus-sized passengers that need more than one seat during their flights–even though that airline only has so many seats to sell during any given flight, and cannot otherwise recoup those costs and losses.
And that brings us to the recent debacle on boobs. Or, more specifically, the pricing of some bras supporting them.
British retailer Marks & Spencer, known for its reasonably priced lingerie, began charging more–as much as $3 USD more–for bras sized DD and up. And women balked, even took their plight to Facebook with their “Busts 4 Justice” campaign. The women behind the site argued that other retailers did not charge more for bigger sizes so Marks & Spencer shouldn’t either. Further fueling their argument, they noted that the store didn’t charge more for larger clothing sizes so the same should hold true for their undergarments.
In relenting to the female fury, the retailer just announced it will now price all its bras the same, and is wisely running a VERY clever campaign admitting “We Boobed.”, as well offering a further 25% off all bras for the month of May.
It’s true that when I buy a medium-size blouse I do not pay more than a woman buying a small-sized one– or less than a woman buying one in a large size. Same thing with shoes, no matter the foot size, the shoes cost the same, even though boots in a size 8 absolutely necessitate more high-priced leather than ones in, say, a size 5.
Take my Editor here at MarketingProfs, Ann Handley. While I look up to Ann for her professionalism and prowess–at just 5′4″ with a petite frame–I literally look down at her due to my standing at 5′8″ (add a couple inches when in heels) with an average-size frame. And while I’d love nothing more than for she and I to take a day off from all this marketing gab and go on a shopping spree, I’d likely feel odd, perhaps even feel badly, if we both loved the same style dress, but when at the register I was required to pay more for mine in a medium to hers in a petite. Even though I’m otherwise content with my size and height.
And that bad feeling of mine? More likely than not, it would be transferred to the brand itself.
So, what’s my point? That with some products where simple logic (and basic economics) dictates that a dress, blouse or bra in a larger size necessitates more material–and thus costs more to produce–simply doesn’t apply with our markets. Nope, in these instances, facts give way to feelings. Even though the fact is that many people would save money if certain products were priced by size, in companies not doing so, feelings are spared across the board.
And feelings win over facts much of the time in marketing. We usually label it perception and we work for our markets to buy into the perceptions that we craft and the emotions we work hard to tie to our brands. Yet in these instances, the perception is not a strategy that marketers can create, it’s something our markets decide and we must heed accordingly.
It’s one thing when the product is “separate” from our person, like a super-sized meal, SUV or branded product. Yet it’s quite another thing entirely when the product is either worn on our person (like bras) or is priced differently due to our personal size (like airplane seats). And those brands that ruffle our sensitivities with size-based pricing? They can end up paying dearly– just ask Marks & Spencer who are taking a cut in profits this month due to the bra boycott (though in the long-term, the shopping incentive from the discount matched with the publicity yielded from the campaign will probably more than make up for the retailer’s short-term losses by winning back customers and attracting new ones).
In the future, it’s altogether likely that personal size-based pricing models will evolve and could even become commonplace. But in the interim, brands using these pricing tactics are going to be met with some mighty–one could even say busty!–backlash. All told, we best pay close attention to our market’s sensitivities or we may just find that our brands have boobed, too.

By now you’ve likely heard of BlendTec’s zany series of online videos in which the founder uses his company’s high-end blenders to pose various “Will it Blend?” challenges. From blending iPhones and glowsticks to footballs and even the Federal Bailout Bill, BlendTec has produced a viral hit, many laughs and an incredible surge in profits.
FreezerBurns, on the other hand, isn’t a Web show that focuses on a product that the company produces, but on brands that the show’s host consumes (literally). Enter Greg Ng; the self-proclaimed “frozen food master” who eats his way through the frozen foods aisle one box–and one brand–at a time.
The show’s genius is focusing on an aspect of food reviews that, until now, has been untapped yet is ubiquitous: frozen food.
Since October of last year, Greg has published over 130 reviews featuring products from 105 different brands. A likable, down-to-earth guy, Greg’s an everyman, if you will. I think of him as the Web’s resident Frozen Foodie. For some context, please just view this 2-minute overview of his show:

Giving viewers “Everything you need to know to make an informed decision in the freezer aisle,” Greg assesses the product packaging, clarity of the directions, nutrition information, how the product looks, smells and tastes–and whether the product was worth the price. And then he wraps up each segment by rating each product on a scale of 0-5 stars.
Offering variety not just in the foods he reviews but in his review formats, Greg provides 3 different types of shows. From single in-depth reviews to popular one-word quick reviews where he tastes the food on camera and says the first word that comes to mind, to occasional “Frowdowns” (short for “Frozen Food Throwdowns”) where he compares different brands head to head–as he did during National Pancake Week where he compared Aunt Jemima’s frozen pancakes against Pillsbury’s… and aptly did the breakfast segment in a bathrobe.
But we’re not here to talk food (though it’s one of my favorite topics). We’re here to talk marketing. And what perplexes me is just how little these reviews–as well as the myriad of other reviews and commentary for products and services that circulate the Web daily–are being leveraged by brand marketers. After all, they provide us such tremendous opportunity. It’s enough to make a marketer scratch their head, or pull her hair out.
I could understand if the reviews were negative, but so many of them are positive. On average the products that Greg reviews receive 3.5 stars. Even more compelling? For each of Greg’s reviews the brand is front and center for the entirety of the show which equates to anywhere between 1-12 minutes. Ergo, the brands are truly the *star* of each segment.
Thus far, only 4 of Greg’s segments have been sponsored by brands–and by “sponsored” I mean that companies have sent Greg foods to review (he doesn’t accept payment from brands to review their foods as his segments are objective critiques). But even fewer of his reviews have received any acknowledgment whatsoever by companies– yet consumer testimonials are the strongest form of advertising because they come from the mouth of the customer not the company.
Alas, the tides might be starting to slowly turn as a few smart brands have pointed to Greg’s review on their blog or Facebook page and, in the boldest move yet, Margaritaville Foods is currently featuring Greg’s review on their homepage after finding out how highly he rated one of their products.
My biggest idea for FreezerBurns is that it could also be featured on a television food network. I’d suggest keeping the segments on the Web, but perhaps give viewers a snapshot of the most recent review during programming and then pointing them to Greg’s online series for full segments. Or, give Greg an entire show and let frozen foodies unite across broadcast and social media.
But my key takeaways for marketers of all flavors (not just food) entail:

So there you go marketers, a host of lessons straight from the frozen food aisle! Please let me know if I’ve missed any key takeaways– and if you’d like for FreezerBurns to review a frozen food that you like, or are curious about trying, just drop it in the comments. Bon appetite!

Many times we pore through the Web to find free studies and statistics. Other times we need to pay for reports. Or, when we can’t find relevant data that suits our needs, we retain researchers to conduct a custom survey. But we can’t always afford to do so– especially at a time when budgets are on the chopping block.
Wouldn’t it be grand if we could tap our collective intelligence and create our own marketing survey with someone else taking care of the expense and legwork? A research project that that was truly “for marketers, by marketers”? Now we can.
Yep, right here, right now. Hey, there’s no time like the present.
Put on your thinking caps folks, because we’re going to develop 10 of the questions that will be part of a comprehensive survey distributed to over 50,000 marketers–ranging B2B and B2C marketing professionals in large and medium-sized companies and agencies. And Equation Research is going to take care of all the rest. Once the findings are compiled, we’ll have first access to the findings as I’ll publish the report here, before it’s available anywhere else.
To my knowledge (please pardon if I’m incorrect), this is the first marketing survey that’s directed by the community, yet facilitated by a third-party research company.
The report will include a summary of findings, results for each question and relevant charts and graphs illustrating key points. And if you want to really wonk out with the research, we’ll also be given access to an online tool that lets us filter and cross-analyze the data to our heart’s content. After all, it’s your data!
*Please note: I’m not affiliated with Equation Research (though I will say they’ve been tremendous to collaborate with on this community project). They are not my client nor am I being compensated by them in any fashion—not through cash, cars, cookies or otherwise. This was a unique opportunity extended to me that I could extend to the marketing community, and I jumped at the chance. Why? Well, for several reasons.
I’m a proponent of projects where everyone benefits. And this “survey-development-by-community” idea intrigues me as I’m fond of crowdsourcing initiatives, especially ones that tap the smarts of professionals–as B2C programs seem to get all the play, yet B2B holds so much potential. But mostly, with companies waking up to the wonders of Web 2.0, I advocate that businesses leverage these tools in ways that engage their audiences through value creation– rather than as another vehicle for broadcasting their marketing messages. So this program is an example of that practice, and I hope to see plenty more.

If you want to submit a question (or two) for the survey then please:

Please submit your questions and voice-in on which ideas you liked from others in the comments by Monday, May 11, 2009 as the survey will be compiled shortly thereafter with the full report published here by the end of June.
If we get more than 10 questions submitted–and I hope we’ll get a bunch to choose from!–Equation will review all our comments to see which questions most resonated with the community. So, don’t be afraid, ask away–

Update: To get the final results and full 2009 research study, please go here.

If you’ve not yet heard of the “Twitter Challenge” thrown down by Kutcher against CNN, which he has marketed online, offline and on an interstate near you, then you might want to take a minute and watch this video:

Through a slew of videos, articles and press appearances in the days following Kutcher’s above announcement, he refined his message to explain that “this promotion was not really about him”. Nope! It was to prove that the power of one voice can be as big–or, um, bigger–than one big ol’ media company. But that’s not the kicker. This plight-to-shift-power-to-the people was waged against the very media outlet who has been the veritable leader in embracing social media. For years.
Well before Kutcher had a twitter account, CNN produced the groundbreaking CNN/YouTube Debates giving we little guys not only a voice but making us the defacto directors of all questions asked of the candidates (I covered that program here and here). Moreover, they encourage ‘iReporters’ to post their user-generated videos right to the CNN site, keep current Twitter accounts, send daily prizes to readers who come up with the best title for their blog entries and create social media promotions that aren’t only novel, but truly useful. So Kutcher picked a friendly fight with an enemy who has been empowering the little guy all the while.
No matter, CNN was happy to play in the publicity stunt and share the spotlight, and it must have been a nice break from 24/7 economic doom and gloom coverage. And since Ted Turner lives in the city where Kutcher will shortly be filming his next blockbuster, yet another promo that Kutcher plugged repeatedly in his videos!, it makes one wonder if his agenda is wrought not solely from personal conviction so much as geographical convenience. I was relieved, however, to see that both sides agreed to include a charity component quickly after announcing the smackdown, as a social cause was not mentioned at the outset.
Alas, when he reached his millionth follower, Kutcher declared it “YOUR victory!” explaining “This was all you guys, because I can’t follow myself.” So, um, if he could follow himself I guess victory would be his alone? I still don’t understand that sound bite. Heck, I still can’t understand how this promotion wasn’t all about him… oh right, because he said it was about you, you and you x a million.
But here’s the thing: None of the above opinion matters. (Not even a little bit.)
Hey, I’m no sheep, but I’m no fool either. My personal views have no place in judging the efficacy of this promotion. They’re just that, my opinions. What matters is the market’s response. As a professional, I have to take a big step back, in this case more like a country mile, and assess the program objectively. Anything else would be myopic on my part. And hands-down, this promotion was a master’s stroke by all involved. I’d also be lying if I said that the lessons–some new matched with many old–were nothing short of fascinating to witness.
So on that note, let’s review what all we’ve learned through a very noisy week on the Twitter front:
New tools reflect age-old behavior.
AdAge reporter Simon Dumenco stated it best–and I highly suggest this read–but, in a nutshell, while we have a lot of new tools in our marketing mix we also have age-old behaviors at play. As Dumenco illuminates: “Either way, Ash [Ashton Kutcher] and Brit [Britney Spears] are evidence that something rather retro is happening to the social-networking realm. The most successful Twitterers and the most-friended users of Facebook with really active news feeds are reverting to a rather pre-Web 2.0 paradigm: broadcasting. The Few speaking to The Many.”

Messaging is mission-critical in moving the masses.
The “man against machine” premise is powerful; always has been. Harken back to the famous ‘1984-inspired’ Apple Superbowl Commercial and this “rising up against the man” still resonates today. Even when stacking the facts, not the spin, CNN has done more for the evolution of social media than any celebrity, or major news outlet heretofore. And while Ashton’s Challenge does not a movement make–a movement changes social, political, cultural or economic orders–because it was positioned as such, it excited people to get behind it to attain the goal.
Democracies, ironically, still hail to Kings.
As part of the promotion Oprah took the plunge into Twitter on her show last Friday. Before firing off her first tweet she hailed social media’s democratization of content to the audience. And then in introducing Kutcher she declared him “The King of Twitter.” Technically, a democracy means a clean break from anything resembling a monarchy (most especially kings). Nonetheless, after seeing tons of “Kutcher’s the King of Twitter Now!!!” tweets proves that many people, even on the world’s “most democratized” of media platforms, still fancy a King. Yep, irony indeed runs deep.

Promotions favor all persons and platforms involved.
The challenge paid publicity dividends galore to Camp Kutcher, Team Oprah and CNN. But, above all, Twitter emerged the true winner. Now, sharing the promotional wealth has always been the benefit of co-promotions, that’s nothing new. But in this new age, the platform (Twitter) is as much a star as the stars themselves.
People are like sheep– and so it follows, that tweeple can be sheeple.
Much as I deplore group think mentalities (and actions), this is actually good news for marketers that can land a likable spokesperson, the right message and lots of press–because people, like sheep, will follow solely because you tell them to and because they see others doing so. Don’t believe me? Here’s the litmus test: if people truly believed in the value of Ashton’s voice on twitter they would have been following him well before the major media blitz. Don’t get me wrong, scores of people did follow him before, just not as many as were following CNN. Or Britney Spears.
All told, watching the herd of humanity flock to Kutcher, and then watching many regret their sheepish ways, was for me, the most intriguing aspect of this experiment. No, I wasn’t a sheep as I never followed Ashton before or during the competition– and, due to the challenge I unfollowed CNN, but I’m mindful that I was never the target audience.

There is no one way right way to tweet (or employ any social media tools).
I’m an avid supporter that social media gives us choice not only in which tools we leverage, but in how we use them. Do I advise my clients and colleagues to use them ethically and with a sharp focus on their audience, not them? Absolutely. Do I think there exist best practices with these tools? Yup. But one need not follow to be followed (Kutcher follows under 100), nor does one have to subscribe to the same tools and play by the same rules as others as they are case-specific for each entity and every endeavor.
New media needs old media to succeed– and vice/versa.
I’ve never been one to cry “Traditional media will whither and die now that we have social media!” I find that notion patently absurd. While Kutcher’s Web videos spread like wildfire, had it not been for his publicity appearances on broadcast TV and the “Follow Ashton” billboards across the nation, the promotion would not have gained nearly as much attention. Thus, an integration of media was, is and will always be key.
And the other takeaway for marketers is that new media needs old media in order to migrate to mainstream status and for maximum impact with their audiences. But that’s not the whole story. Old media also needs new media in order to evolve and stay competitive (and many times to stay relevant).
There you have it, marketers. When all is said, done and tweeted, we needn’t like a particular promotion, to learn from it. Now it’s your turn, tell me which lessons I missed or messed up… because we’ve always been about empowering all voices and viewpoints here.
PS: The one Susan Boyle video blows all of Kutcher’s videos out of the water. Want proof? She’s racked up over 20 40 million views. Within one week. What’s more? She didn’t have to plead or plaster a singular billboard, and I’d argue she’s even started a movement. How’s about them apples, King Kutcher?

Many believe it’s because, at nearly 48, her middle age and matronly manner make her an unlikely star, if a breath of fresh air. Many others call her ‘hero’, insisting she illuminates an object lesson–that talent knows no age and stereotypes not only lead us to underestimate others, they undercut our options overall. Whatever the cause, the effect is that not even a week later she’s a bonafide phenomenon.
Since she strutted onto a worldwide stage, Boyle’s fans have created scores of Web sites and Fan pages, catapulted her to a top trending topic on Twitter (a measure of the social network’s most popular subjects), viewed her YouTube videos millions of times, penned posts, articles and comments aplenty– and even published her page on Wikipedia. (And to think Boyle is tickled over neighbors asking for her autograph, oh the glory in store for her when next she logs onto the Web!)
If you have not yet seen the segment, I encourage you to watch this video so you’ll understand what everyone’s buzzing over.

To be sure, Boyle would not have won hearts and minds had it not been for the marketing *genius* and foresight of the show’s creators. Unlike their other property, American Idol, Simon Cowell and crew opted NOT to impose age or talent restrictions (contestants of any age can audition for this show and it’s open to dancers, singers, etc.). Thus, they deserve high praise for innovating and staying true to a truly groundbreaking premise.
While I’ve chatted up Boyle like crazy among my peers, it’s the broader marketing community that, I hope, will hear (and heed) this message: Companies cannot copy and bottle this degree of talent and authenticity. Is her accessible nature a model to aspire to with your audiences? Absolutely. But, try as companies might, they cannot fake, force or feign the quality and gumption that comes from this woman’s prowess and unique personality.
It’s natural not contrived–or, as I say, pure vs. plastic–and companies that concoct so-called authentic schemes don’t go the distance. More times than not, they’re outed by audiences and ‘FAIL!’ is the story that lingers. We see it through social media all the time.
Worry not, image makers can produce as many Britneys, Hiltons, Jessicas, Lady GaGas and Lohans as they please. That’s a different formula that takes a big spend, a machine of stylists, spin-masters and, it seems, weekly scandals to sustain attention spans since the merit of their products will not. And that’s fine, there will always be an audience for plastic. Yet it’s an expensive sandbox to play in.
A better, more bankable idea to consider is breaking new ground in your industry by removing past barriers. Why? Just look around at the overwhelming demand our markets are voicing for the refreshing range of talent and program format that is Britain’s Got Talent. It’s irrefutable. And it’s a strong signal for marketers–whatever business sector you’re in and whichever market you serve–to create platforms that don’t limit playing fields, but blow them wide open – as that’s how innovation, new products, services, markets and, yes, stars are discovered (or uncovered).
Once you’ve created that platform, then you can get out of the way and let your markets take the lead, because they do a bang-up job of finding and promoting the talent, offerings and experiences that are meaningful to them and, in turn, profitable to you.
PS: A thoughtful article on “looking deeper” is here and a video interview where Boyle talks about how surreal the last week has been is here.

If you’ve not been following the story, 200 workers from Republic Windows and Doors Factory in Chicago, Illinois, staged a 5-day sit-in after being laid-off without warning. They weren’t crying over a 10 million-dollar bonus. They simply wanted what was due them… which equates to approximately $6,000 per worker.
They just wanted to be given, under law and their contracts, what was rightfully coming to them for their hard work, which was either 60 days’ notice or 60 days’ pay.
What were they given? Three days notice, no pay and insurance that was canceled the day before they were notified of their impending unemployment status. The company also took the hit, as it was shut-down since the company’s lending institution cut-off their credit line.
Sure, the workers could have filed a lawsuit and waited for months (or, very likely, years) for resolution. But they didn’t. They went back to work. And they didn’t leave. They all came together, through a peaceful protest and stayed at the factory to ensure that none of the assets like equipment–assets belonging to them, too–were not removed as they had been.
Union official Carl Rosen explained, “This is about more than just money. It’s about what can be achieved when workers organize and stand up for justice.” A stinging reminder of the times, many of their signs read “You got bailed out, we got sold out.”
Folks, I don’t work for a factory. Chicago isn’t the city I call home. No matter; these guys remind us all of what’s really important. Like feeding our families, making sure our kids have insurance, and, most important, that when robbed of just treatment we needn’t be robbed of our dignity. Instead of going home, they looked to the guys that worked to their left and right and agreed, “No, this can’t stand, so we’ll take a stand.”
While the story doesn’t have a happy ending per se–the workers are still without their jobs–they did get a just outcome as the banks have negotiated the severance packages that were contractually promised to these workers.
Some have expressed concern that their actions might give rise to many more protests during a time of mass layoffs. But all these guys asked for was that Main Street was taken care of as Wall Street has been, and they did so peacefully. To the workers of Republic Windows and Doors, thank you for providing an inspiring and peaceful example for so many Americans during such a difficult time for your families, and our country. I may not know you, but I’ll never forget you.

And to Hollywood, this marketer advises: forget scandals over Governors who sell-out the people they’ve sworn to serve or executives who hop private jets on their way to begging for billions in bailout money. There’s no feel-good there. If you’re looking for the real story of these times, you need look no further than to these 200 guys who portray humanity’s plight for fairness during times that are anything but (and give them money for the story rights–like so many, they’re going to need all the help they can get).
Here’s a 6-minute video segment of the story:

“Technically, a Skinner box is an operant conditioning chamber – in other words, a cage that automatically trains a laboratory animal to associate flashing lights and levers with rewards and punishments. A green light flashes, or the animal pushes the right lever, and it is rewarded with a morsel of food.
But some operant conditioning chambers were built with electrified floors: a red light comes on, and zap! It doesn’t take long for a rat to figure out which light goes with the shock and which goes with the food pellet. All animals, including we primates, are good at making these associations. Pretty soon, we don’t even need the light – the mere sight of the cage can send some of us into a state of apoplexy.”
The author, Dr. Gregory Berns, conducted a like experiment on humans. Never fear, the humans consented to the experiment and no one was harmed. The test subjects just experienced some discomfort– but the surprise is what gave them the most discomfort, as Berns explains:
“My colleagues and I conducted a brain-imaging experiment with our version of a Skinner box. Instead of a box, our participants were inside an M.R.I. scanner. Instead of using an electrified floor, we attached electrodes to the tops of their feet. Although not unbearably painful, the shocks were designed to be unpleasant enough that the individual would prefer to avoid them altogether.
The kicker was that they had to wait for the shocks. Every trial began with a statement of how big the shock would be and how long they would have to wait for it: a range of one to almost 30 seconds. For many people, the wait was worse than the shock. Given a choice, almost everyone preferred to expedite the shock rather than wait for it. Nearly a third feared waiting so much that, when given the chance, they preferred getting a bigger shock right away to waiting for a smaller shock later. It sounds illogical, but fear – whether of pain or of losing a job – does strange things to decision-making.”
How do these findings relate to us?
The market’s collapse which has sent shock upon shock across so many sectors combined with the disruption that was already forcing industries to re-think or kill-off old business models (like publishing, as many now get their news on the Web vs. in print, or automakers having to retool from gas-guzzling SUVs to fuel-efficient hybrids) has given us all much pause. And in its wake it’s left a lot of fear.
We’ve been stunned into submission wondering how things will ever get back to normal–and in the meantime, we’re left fearing for the next shock. Thus, uncertainty and jitters seem the “new normal”– with reports signaling there’s only more uncertainty ahead.
So, where to from here?
As marketers we’re responsible for identifying opportunities, strategies and programs that will move our companies and clients ahead. That role has not changed; but it has expanded. Now we’re not only tasked with moving strategies forward but moving executives past their fear.
You’re bound to see a lot of articles exclaiming, “Now is not the time to cut back on marketing!” I agree. However, with so many companies having to cut their workforce, the reality is that they have had to cut their marketing spend, too. Hence, the choice becomes how to invest the budgets and brainpower they still have.
And our first priority is ensuring that fear isn’t guiding those choices. Because, as adeptly reflected by both the rats and the humans, fear of the unknown (or fear of more shocks!) impairs our decision-making. After all, fear usually results in either standing still or running away–yet innovative, sound decisions are the way we climb out of our electric cages.
As I’ve experienced with a few clients over the past couple weeks, there’s a great sense of relief in moving ahead, even with small steps and slim budgets. It replaces the energy one otherwise spends fearing with energy spent on creating. It also helps to make things feel a little bit more normal.
And while the world may feel stalled right now, once we isolate fear from our decision-making process, we are reminded that, indeed, the world only spins forward.
Plus, I don’t want to be a rat.

What happened?
WalMart promoted “Black Friday” sales. A crowd at a New York-based WalMart which started waiting as early as 9pm Thursday swelled to as many as 2,000 people by 5am Friday–and then proceeded to turn into a mob, remove the store’s front doors from the hinges, and trample a male employee and a pregnant female in their wake.
The man lost his life and, as now reported, another woman who was knocked down suffered a miscarriage. Shoppers got their stuff and the WalMart re-opened a few hours later.

What’s a “scarcity” strategy… and how do retailers leverage it?
In a nutshell, it’s a common practice for retailers to stock a limited (“scarce”) supply of the season’s “hottest” items. These items, be they dolls you tickle or gaming consoles, usually have lower profit margins because of basic supply/demand models. Thus, those people that get the items make their kids very happy.
And those people that do not get the must-have items? They buy other toys and gadgets (which usually have higher profit margins for retailers) to compensate and still make their kids very happy because, in many cases, the kids also get the “hot” items in January when, surprise!, stock magically becomes available again. The kicker? The kids that don’t get the hot item on Christmas morning usually make out better due to gifts on Christmas and right after when the hot item becomes available again (never underestimate the buying power of guilt).
In any case, scarcity is a very successful sales strategy. But if retailers are going to wield it, and other big sales tactics, they need to do so responsibly. I’m not asking for retailers to forego profits, but to protect their employees and shoppers.
According to the New York Times article, “Detective Lt. Michael Fleming, who is in charge of the investigation for the Nassau police, said the store lacked adequate security. He called the scene ‘utter chaos’ and said the ‘crowd was out of control.’ As for those who had run over the victim, criminal charges were possible, the lieutenant said. ‘I’ve heard other people call this an accident, but it is not,’ he said. ‘Certainly it was a foreseeable act.’”
Here’s footage of another Walmart frenzy fighting over an XBox, as I understand, this is not the mob/location in question and is not graphic (I would never show that video and hope it does not make its way to the Web).
How could WalMart have avoided this?
Pretty darn simply, I’m saddened to say.
They could have (1) had a ticketing system in place for any must-have, limited-stock items so that those who had a ticket were assured purchase of the toys while others had to shop elsewhere and (2) retained adequate levels of security for the busiest shopping day of the year. No rocket science here; just responsible marketing practices.
Worry not retailers; a ticketing system would have still assured that WalMart turned a healthy profit as the people who could not buy the coveted items would still have turned to other items (whereas it’s likely WalMart would have made a larger profit). In fact, other big-box retailers use ticketing systems and adequate security levels to assure they still get crowds sans the chaos, this is nothing new.
So, I’m asking my fellow marketers for your opinions on three fronts:

1. Is WalMart legally culpable–be it criminal or civil action–for the deaths of the male employee and loss of the woman’s unborn baby?
2. Should regulations, such as ticketing and ample security, be enacted to ensure better practices (and no fatalities) when retailers are leveraging scarcity strategies and big sales… given that this chaos was reportedly “foreseeable”?
3. Can we honestly still promote that “Any publicity is good publicity?”

(I vote yes on 1 and 2 and no on 3–then again, I never understood, nor bought into, this maxim.)
I should also say that I do not in any way excuse the people in the mob for their deplorable actions. Not one bit. But what’s difficult to understand is who all in the crowd was responsible. As a colleague asked me on Twitter when we were discussing it, “Whom do you prosecute, the people in the front of the crowd–or the people at the back pushing them forward?”
Folks, I do not have an answer for that one; it’s a police matter. But this I know for certain: If there is no bait, there is no feeding frenzy.
Whatever your personal feelings on WalMart, they’re important to the U.S. economy–as well as to other economies, like China, being they retail many of their manufactured goods. They employ many people, and they help a lot of people afford many items. I’m sure that WalMart executives feel terrible over this tragedy. But they shouldn’t get a pass and they should set far better examples going forward.
Otherwise that adage about history repeating itself will do just that.

PS: For some perspectives on this from bloggers, please go here and here. Also, input from the retail workers’ union is here.

From the movie’s official Web site, the synopsis reads: “Whether you love him or hate him, there is no question that George W. Bush is one of the most controversial public figures in recent memory. In an unprecedented undertaking, Oliver Stone is bringing the life of our 43rd President to the big screen as only he can. W. takes viewers through Bush’s eventful life–his struggles and triumphs, how he found both his wife and his faith, and of course the critical days leading up to Bush’s decision to invade Iraq.”
Yes, I’m intending on seeing the film and, yes, I’m well aware that a movie “based on a true story” may not include the entire story (or may not get the story entirely right). But I want to ask you, my fellow marketers, your thoughts:
Do you predict the movie will soar, or sink? Is the film a brilliant move on Oliver Stone’s part… or is the film debuting at a time when an already politically overloaded nation is worn-out on all things “W.”? And let’s not forget how citizens–regardless of political persuasions–are still reeling from the economic chaos and thusly watching their disposable dollars more than ever (with entertainment being one of the first items cut in a times of concern).
According to Oliver Stone, “I want a fair, true portrait of the man. How did Bush go from an alcoholic bum to the most powerful figure in the world? It’s like Frank Capra territory on one hand, but I’ll also cover the demons in his private life, his bouts with his dad and his conversion to Christianity, which explains a lot of where he is coming from. It includes his belief that God personally chose him to be president of the United States, and his coming into his own with the stunning, preemptive attack on Iraq. It will contain surprises for Bush supporters and his detractors.”
Obviously the box-office will be the ultimate barometer of the movie’s success. But I thought it would be fun for us to predict how well releasing a movie on a President–who is, in fact, still the President at the time of its release–will fare.
One of my predictions? If Josh Brolin, the lead actor portraying George W. Bush, is as remarkable in his acting as he is in his makeup, I’m betting he’ll land an Oscar nomination (I find the resemblance uncanny).
We’ll soon see if our predictions play out…in the meantime, here’s the two-minute trailer for your to enjoy. (And for a NYT article on the movie and Stone, with an audio interview, just go here)

To commemorate this political convention season, I wrangled five of my colleagues–a balanced panel of liberals, moderates and conservatives–to talk shop. We’ve all agreed to put profession ahead of political party and, instead of debating political issues, we’re analyzing the marketing merits of each of the candidate’s acceptance speeches.
And we’re assessing them just like we would with any other brand campaign in vetting:

• Was the speech believable: did the key messages make sense, were they consistent with the candidate’s platform?
• Was the speech “ownable”: was it true to the candidate’s brand’s personality and unique strengths?
• Was the speech relevant: did it say something important to the target audience (the American voters)–and successfully address their needs, desires and concerns?
• Overall rating: Overall, what do you rate this speech on a 5-star scale (5 stars=best), and why?

This week Brand McCain takes center stage, let’s see what our panelists have to say–and then we’ll ask YOU:
Cam Beck: “Before McCain selected Governor Sarah Palin as his running mate, many in the Republican Party were downtrodden at their prospects for the next election. Before he picked Palin, I would have said that he needed to draw a distinction between himself and his opponent in concrete, credible terms, in order to motivate the undecided that they needed to vote against Obama, if they wouldn’t vote for McCain.
He didn’t really do that in the first part of this speech. If anything he gave effusive praise to his opponent, which fits well his record of working with Democrats (often to the chagrin of most people in that audience).
But he did pick Palin, so that changed the dynamic that required a heavy focus on such distinctions (he did drop a few, eventually) …. at least for Republican fence-sitters. He also dropped a few clichés popular in Republican circles, and, like Obama, got around to promising something about unicorns and chimera. Unlike Obama, he didn’t promise government would create and pay for it with tax increases on the rich. Apparently tax cuts and a free global market will suffice. Like Obama, 0/5 stars.”
Stephen Denny: “McCain delivered a “Like a Rock” truck commercial tonight, stressing “Country First,” and, “Government is not here to make your choices for you.” Make no mistake, he’s no orator, but he delivered a great final 5 minutes.
Believable: personal choice, independence, and bi-partisanship, with an ‘audacious plan’ for energy independence. Score: 4.
Ownable: “Country First,” “I’d rather lose an election than see my country lose a war,” “my country saved me, and I will fight for her as long as I draw breath.” Score: 5.
Relevant: Bi-partisan messages of, “I don’t care who gets the credit,” “I have the record and the scars to prove it,” and a platform of “strong defense, work, faith, service, a culture of life, responsibility, the rule of law, and judges who don’t legislate from the bench.” Plus, genuine respect for his opponent. Score: 4.
Overall: Let’s give him a 4 for authenticity and credibility. ‘Stand up and fight– we’re Americans– we never give up.’”
Ann Handley:“If Obama was the Brawny Man last week, McCain this week tried to be the Marlboro Man: a ‘maverick’ who isn’t afraid to stir things up, an outsider who will unite the country by knitting together the two parties.
Whatev, as my teenager says.
Believable & Ownable? Not so much. He’s a wonderful orator, at least in parts. (In other parts, he seemed a little flat and… well, dull.) And when it comes to the idea of “change” in Washington, he comes off as a bit of a squatter.
Relevant? He didn’t cover a lot of new ground. Clearly he’s attempting to distance himself from the current administration, and using his themes (war hero, agent of change) to appeal to conservatives and moderates alike. As a result, he feels a little all over the board to me.
Overall rating: Like last week, where you stand on this ranking depends on where you sit. I’ll give him a generous 1 out of 5 stars.
CK: “In a word, I found McCain humble. In opening with praise for his opponent to speaking of how he was ‘blessed with misfortune,’ his story of transformation from being his own man to ‘one of his country’, was heartening. McCain was on-message and his staunch dedication to ‘Country First’ is absolutely believable.
And therein lies the rub.
Because I am not sure if the target audience (the undecided moderate segment) believes that this message is really so different than the one they’ve bought into before. Moreover, in McCain we have a war hero that honors traditional principles yet he’s also a “Maverick”…that’s a very difficult positioning to grasp (being military and maverick seem to ‘oppose one another’). I want to give McCain props for being at his most accessible–and offering the strongest blend of stories he’s delivered to date–but I’m still not sure that the right is conveying the right brand message. 3 stars“
Drew McLellan: “Brands are about storytelling and connecting emotionally. John McCain served up a doozy of a brand-centric speech.
Brand McCain is a blend of country first/war hero (traditional) and political maverick (non traditional). A delicate duo to balance. His demeanor and message during his speech were calm, collaborative and hopeful. He didn’t shout, pound or threaten. He was the seasoned hero who sacrificed for his country and is willing to do it again.
He also worked to demonstrate the maverick side of his brand. He joked about Washington’s reaction to Palin and his own rule-breaking ways. He complimented his opponent and talked more about taking on the establishment and changing politics, than beating Obama.
Were his key messages consistent and ownable? They were uniquely brand McCain. He told his story and shared his vision.
What about relevance? The beauty of McCain’s brand is the war hero appeals to the conservatives, while the maverick reaches out to the moderates. His speech packed plenty of stories for both.
He dipped his toes into the issues, but was smart enough to realize this speech wasn’t about the platform, it was about momentum.
From a brand perspective, this speech was brilliantly constructed and executed. Star Score: 4.5“”

Alan Wolk: “Sarah Barracuda Palin was a tough act to follow. Given the low expectations people had for her, she pretty much blew the country away. Even die-hard Democrats had to acknowledge that she gave a great speech.
McCain needed to blow the people away and keep the momentum going.
He didn’t.
He had a few lines that worked …. “the party of Lincoln, (Teddy) Roosevelt and Reagan” but the focus of his speech– the story of what happened to him as a POW in Hanoi is old news. Touching, gripping, heroic and admirable though it may be, it’s old news to most of us. I mean it’s the one thing most people know about him.
His message, as a result, was sort of all over the place. He should have gone with the whole “Team Maverick” theme and fully distanced himself from the current administration, thus completing a brilliant end-run by letting Obama and Biden attack Bush/Cheney while he and Palin ran as NotBush/Cheney.
But he didn’t. He wavered. He was not the electrifying “maverick” speaker the night called for. He was sober and solemn and frankly sort of boring.
I’d give the performance 3 out of 5 stars.”
Now that you’ve heard from Brand McCain–and heard from us–what say YOU? How do you rate his acceptance speech, and why? Again, if you’d like to read our commentary on Obama’s speech, please just go here.
PS: To review the text of McCain’s acceptance speech please click here.

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]]> http://www.mpdailyfix.com/conventions-08-round-2-with-brand-mccain/feed/ 42 http://www.mpdailyfix.com/stop-putting-obama-in-a-box-new-markets-new-mindsets/?utm_source=rss&utm_medium=rss&utm_campaign=stop-putting-obama-in-a-box-new-markets-new-mindsets http://www.mpdailyfix.com/stop-putting-obama-in-a-box-new-markets-new-mindsets/#comments Wed, 03 Sep 2008 11:54:02 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/stop-putting-obama-in-a-box-new-markets-new-mindsets/ It takes two to make a baby. And even though I would argue that women carry the majority of the weight (hey, at least for the first 9 months), a child’s genetic makeup is inherited from both their mommy and daddy. Why am I telling you this? Because I’m perplexed that major media–and ergo, the public at large–keeps labeling Obama as black.


Fact is, it’s simply not the whole story. Which is ironic since major media is not only focused on landing the right story… but also on getting the story right.
Yup, Obama is as white as he is black. And yup, there’s a marketing lesson in this post.
Being he has a white mother and a black father, the correct term is biracial–a term that reflects, and respects, the races of both his mother and father. (Multiracial is also an important term as many people can claim more than two unique races in their lineage.) Even in Obama’s own “American Story” speech given in March he delivered these powerful words underscoring his diverse background:
“I am the son of a black man from Kenya and a white woman from Kansas. I have brothers, sisters, nieces, nephews, uncles and cousins of every race and every hue scattered across three continents–and for as long as I live I will never forget that in no other country on earth is my story even possible.”
Indeed it is historical that a biracial man has landed a presidential nomination, and if I were part of his marketing team, I would recommend that this be better (and correctly) communicated. After all, he would be a leader that can uniquely identify with several races–and since the beauty of the country is its diversity, it’s apt that our leader inherently understands that.
That said, it would only be one of the messages I would recommend, and certainly not his campaign’s core one. Because Obama’s racial diversity is not more important than his views, vision and ability to inspire. His platform is based on change, not race.
Even the U.S. government, which we often ridicule for being “behind the times,” begun letting respondents check two or more races in their 2000 Census–with results citing that figure at 7.3 million people, of which 43% were under 18. Given the Census Bureau began compiling its data in 1999 that means our government has been getting it right for nearly a decade. But not major media; which we all know greatly influences the public at large.
So, what does this mean for marketers? If you’re a consumer marketer and you don’t know of the growth and implications of biracial and multiracial markets here in the U.S., then you’re behind…like, behind the government (eek!).
In America, Latino markets are on a growth tear; this is news we all know. The news on that front is that the market has grown so large that it’s fragmenting into many niches. Asian and Indian markets are poised for healthy growth, too. But watch for biracial and multiracial markets to be growing right alongside them. They’ll likely be a focus of yours soon; and they’re a very complex (and fascinating) market segment.
Why are multiracial markets complex? Because we marketers have grown so accustomed to giving each market segment one identity, one persona and one profile, it’s beyond our traditional scope to understand segments with shared or mixed identities. Don’t worry, major media is obviously grappling with it, too. But learn we must. On that note, here are three suggestions:
First: let’s start with using appropriate terms. If the media won’t, then we savvy marketers can certainly get it right. After all, as marketers it’s our core job to know our markets.
Second: begin listening to biracial/multiracial markets. A phenomenal (!) place to start is with this 5-minute video from the NYTimes. Folks, listen to what these multiracial consumers–who’ve formed a group called Fusion–are telling us; they are explaining: “I am neither one or the other. I am BOTH.”
Or the national organization called Swirl whose founder Jen Chau explains, “In 2000, many of us found ourselves having to explain the idea of mixed identity to others. From strangers to our own families, we have had to answer the questions of people who didn’t believe or couldn’t fathom that we could be “more than one thing” at the same time. We have been asked to choose time and time again – and that’s when we were actually presented with the choice – many times, people have chosen for us. Swirl was created in order to challenge the idea that identity is simple – something that can be discussed in black and white terms.”
Third: leapfrog your competition by learning how your offerings and communications can serve and delight these markets. Or customize and create altogether new offerings that cater to these consumers. Look at how music is mixing genres, or how the growth of so-called “fusion foods” are crossing culinary boundaries (e.g. Tex Mex, Pan-Asian, the popular “Sushi Samba” restaurant chain that blends Japanese, Brazilian and Peruvian cuisines). Even “Si TV,” a Latino Cable Network, that features Hispanic-rooted programming but intentionally broadcasts only in English (not Spanish) so as to serve consumers who identify with both cultures.
We need to start respecting the unique way these consumers view the world vs. the way the world has been viewing (and incorrectly labeling) them. Because armed with that knowledge comes powerful new ways to build relationships and brand loyalty. After all, the growth isn’t in the mainstream. No longer a mass-market country are we. Now we’re a mass of micro-niches–many of which are mixed-race consumers who, just like the Census Bureau realized, no longer fit into one box. Let’s hope our media can start thinking outside of the box, too.
PS: Again, I really do encourage you to take 5 minutes and watch this video. Amazing what our markets tell us–when we start listening to them.

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]]> http://www.mpdailyfix.com/stop-putting-obama-in-a-box-new-markets-new-mindsets/feed/ 29 http://www.mpdailyfix.com/conventions-08-come-chat-it-up-marketers/?utm_source=rss&utm_medium=rss&utm_campaign=conventions-08-come-chat-it-up-marketers http://www.mpdailyfix.com/conventions-08-come-chat-it-up-marketers/#comments Fri, 29 Aug 2008 12:37:30 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/conventions-08-come-chat-it-up-marketers/ ‘Tis the season of presidential conventions. A time of marketing, messaging, promises and pageantry. And a series of events that comes but once every four years. While we’re glued to our tubes watching the commentary fly from political analysts, pundits and broadcast journalists, one group’s voice is palpably missing: those of the brand marketers. After all, behind all those balloons are two BIG brands battling to get, keep or sway your hearts and minds.


To commemorate the occasion, I wrangled five of my colleagues–a balanced panel of liberals, moderates and conservatives–to join me in getting this much-needed marketing conversation started. This week and next, we’ve all agreed to put profession ahead of political party and instead of debating political issues, we’re analyzing the marketing merits of each of the acceptance speeches by Obama and McCain.
And we’re assessing them just like we would with any other brand campaign in vetting:

• Was the speech believable: did the key messages make sense, were they consistent with the candidate’s platform?
• Was the speech “ownable”: was it true to the candidate’s brand’s personality and unique strengths?
• Was the speech relevant: did it say something important to the target audience (the American voters)–and successfully address their needs, desires and concerns?
• Overall rating: Overall, what do you rate this speech on a 5-star scale (5 stars=best), and why?

First up at bat is Brand Obama, let’s see what our panelists have to say–and then we’ll ask YOU:
Cam Beck: “If a successful political speech is concrete and traceable to a consistent, specific standard that would guide the speech-giver’s decisions, Barack Obama’s speech was utterly incomprehensible. But his supporters were predisposed to believing whatever he said. They wanted “change” and “hope” — exactly what his message has been all along — and that’s what the message was. Obama also took great pains to deal with questions about his patriotism. It isn’t consistent with his established brand personality, but it’s certainly the message he needs other people to believe. But he’s doesn’t need to convince the convinced. He just needs to give them reason to feign indignation when someone dares to question his political judgment.
The rest was a bunch of promises thrown around with abandon. Of course, that was perfectly consistent with his core message — but none of which he, as President, would even have the power to keep, even if we could pay for it all (and we couldn’t). I said when CK first approached me with this task that I couldn’t be objective, but that I’d hate everyone more or less equally. Bearing that in mind, I give the Obama speech 0 stars out of 5.”
Stephen Denny: “Barack Obama delivered a beer ad for the left tonight, selling the idea of having it all — great taste and less filling, all without the beer gut. Really.
Believable? He was consistent, but his consistency had problems. You can’t stand for being “responsible for ourselves” and also believe that government is there to fix your every problem.
Ownable? He turned the phrase, “change doesn’t come from Washington… change comes TO Washington,” handled celebrity, painted McCain as old and out of touch, and pandered to the Clintons. He was on message.
Relevant? He gave them what they wanted. George W. Bush is apparently the reason you lost your job with General Motors. His quick escape from a real foreign policy discussion didn’t address his shortcomings. Kind of like realizing the guy in the beer ad is a bit lumpy and scratching your head over why the cheerleaders are laughing at his jokes.
I’ll give him a 3.5. He delivers a great speech. Much like listening to the Clash in college, you can enjoy the music without buying into the anarchy.”
Ann Handley: “Believable: Barack Obama was clearly trying to come across as the Democrat’s Brawny Man, patriotic and strong on defense: A quicker picker-upper who tonight mopped up the doubters.
Ownable: The best line of the night, from a marketer’s perspective, “This campaign has never been about me, it’s about you.” Ahh– if only all brands felt that way.
Relevant: Obama is an inspiring orator and he delivered an inspired speech. Clearly he was preaching to the converted, but isn’t that what conventions are all about?
So how did Obama, the Brand, fare this evening? Well, your answer there is probably a reflection of how you feel about Obama, the Candidate. Bonus points from me because I stayed awake for the whole thing, which is more than I mustered for the previous four nights. Overall ranking: I’ll give him a 5. (In part, just to offset Cam.)”
CK: “I found the speech to move between inspiring, bold and comfortable. Inspiring in his message of change/promise, which is consistent with his brand platform. Bold in taking on McCain and the critics MUCH more directly–which is something he must do to show he has the resolve to be Chief Commander. And comfortable in how he relates to people on an “everyman” level.
But, let us not lose focus of whom the target audience is for this speech: it’s for the undecided and unsure voters–because he already has the votes of the Democratic party. And to score those CRITICAL, up-for-grabs votes he needed to prove, or at least reassure, that he’s not too risky a bet. Because, truly, everyone wants change; the question is to what (and how). And he was very relevant on the “what”…and in the upcoming debates he’ll need to hit on “how”.
Now, can he accomplish all he promised? Not sure how “ownable” those objectives are, so that can leave him open to attacks. But, all told, he gave one helluva speech that was on message, addressed a lot of needed messages and pushed his popular brand to new heights. 4 stars.”
Drew McLellan “Clearly Obama did not get the memo. Of all the speeches he will ever give …. this one wasn’t about politicking …. this one needed to be about creating the vision, the dream. This was the night to ignite our passion for his brand promise of change and hope.
But instead of making us hungry for what his presidency promises …. he sounded like every other politician. Bash the current guy. Bash the challenger. He wasted the first 20 minutes talking about them. It wasn’t their night. It was his and he missed the opportunity to seize it.
While his key points were consistent with his campaign messages, he dug too deep into the tactical. His brand is aspirational and he should have stayed at that level. This wasn’t the time to roll out the taxation plan, this was his chance to make us believe that this time, it really could be different. Instead, we got a standard stump speech.
Barack’s power is most palpable when he dreams with us. That’s his strength. But he didn’t lead with it tonight. I wanted to be inspired. Instead I was underwhelmed and felt like I had heard it all before. Star Score: 2.0“
Alan Wolk: “Obama needed to do one thing last night: prove that he didn’t have a stick up his ass. A rather blunt assessment, perhaps, but that’s exactly what his opponents have accused him of, only a bit more obliquely. He’s a “celebrity.” “Too intellectual” “Out of touch with ordinary people.”
Well, tonight he showed them that the stick was gone. He did exactly what he needed to do: show some passion, show some chutzpah, show America that there was more to his message than the simple word “change.”
He attacked McCain. Hard. On everything from Osama Bin Laden to oil policy to the war in Iraq. He talked about reconciliation without seeming overly wimpy and he kept his message on point about hope and the future and “twenty-first century solutions.” He made a wise choice too, in not pursuing the John Edwards “Two Americas” angle and gunning for the rich and for Wall Street. Wise, because that message is all about negativity. And negativity is not what Obama is about.
Obama, as I’ve written previously, often reminds me of none other than President Ronald Reagan. “It’s Morning In America” and “Change You Can Believe In” are really just two sides of the same coin, messages of hope that are about looking to the future, and believing in the can-do spirit of America; messages that are devoid of any negativity and anger. Obama did what he had to do last night and he did it well. I’d give him 4.5 stars.”
OK marketers, now that you’ve heard from Brand Obama–and heard from us–what say YOU? How do you rate Brand Obama’s acceptance speech, and why? And be sure to join us again next Friday when we do it all over again with Brand McCain.
PS: Full transcript of Obama’s acceptance speech is located here.

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]]> http://www.mpdailyfix.com/conventions-08-come-chat-it-up-marketers/feed/ 57 http://www.mpdailyfix.com/marketingprofs-book-club-is-open-robin-hood-awaits/?utm_source=rss&utm_medium=rss&utm_campaign=marketingprofs-book-club-is-open-robin-hood-awaits http://www.mpdailyfix.com/marketingprofs-book-club-is-open-robin-hood-awaits/#comments Tue, 13 Nov 2007 11:15:20 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/marketingprofs-book-club-is-open-robin-hood-awaits/ The MarketingProfs Book Club’s Group Review for our current segment featuring Robin Hood Marketing, is now OPEN! For those of you new to our Book Club I’ve included some information below. For returning Book Club vets, you can hop on over and jump into a discussion (or two). The discussions run 24/7 and span the globe.


As we said when we launched the Book Club almost a year ago, the purpose is sharing knowledge and bringing marketers together to focus on an exchange of ideas. While the book informs us and provides insights, the discussions in Group Review benefit us in our strategic and tactical day-to-day work. And rumor has it the discussions make us smarter, too. (Yeah, I started that rumor.)

Have questions? I have answers….
How do I get started? It’s as easy as 1-2-3:

• #1: Go to the Book Club Entry Page by clicking here.
• #2: Log-in with your email and PW: if you’re already a member of MarketingProfs, just sign-in with your email and password, if not you can register for free.
• #3: Start chattin’ with other bookworms: all the discussions start below the poll.

What’s there to do at Group Review? Why you can…

• Take a poll: Tell us in the click of a mouse what you thought of the book.
• Load your profile: Everyone who is registered automatically gets a profile page. You can self-promote to your heart’s content in your profile. Or you can leave your profile blank.
• Submit a book review: One of my discussion threads is asking for feedback on the book. Take two sentences or two paragraphs and give us your “take”.
• Immerse yourself in a discussion–or two: Book Club is absolutely democratic in that anyone can start a discussion thread; but I encourage you first take some time to view the current discussions–you might find they’ve hit on a topic you want to discuss.
• Start a discussion of your own: Just click on “Ask A Question” and seconds later–you’re live! If you begin a discussion please do check back several times during the day to see what has evolved. After all, you started all that chatting!
• Get to know other marketers: Every time you start a discussion or post a comment, your “community name” is visible. Your community name hyperlinks to your profile so you get to learn about the people you’re talking with and maybe even meet some new colleagues.

Does your opinion on the book really matter? It really does! We’re already chatting over there but Book Club just isn’t the same without you. C’mon over and join us!

Helpful links for members and the media:

• For more information on the book club, go here.
• For a Q&A with this segment’s featured author, go here.
• Have questions not covered in our FAQs? Send an email to: bookclub@marketingprofs.com
• Need technical help accessing or navigating Group Review?: Send an email to: exchange@marketingprofs.com
• For the love of knowledge and know-how: Neither CK nor MarketingProfs profit from the sale of any books. Book Club is free (and cool).
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]]> http://www.mpdailyfix.com/marketingprofs-book-club-is-open-robin-hood-awaits/feed/ 0 http://www.mpdailyfix.com/blog-not-so-much-listen-much/?utm_source=rss&utm_medium=rss&utm_campaign=blog-not-so-much-listen-much http://www.mpdailyfix.com/blog-not-so-much-listen-much/#comments Thu, 01 Nov 2007 11:35:42 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/blog-not-so-much-listen-much/ Not every company needs to blog. There I said it. And ask anyone, I’m a big fan of blogging. Fact is, many times a blog just adds noise. If there’s one thing we don’t need is more noise. (What we need is more value.) While not every company must blog, every company needs to listen.


And that means processes. But many of the clients, colleagues and prospects I’m speaking with are talking a lot about social media “programs”–like blogs, Wikis, Facebook and online videos–hardly anything about processes.
Yikes.

Why my concern? Because the true value proposition of social media for companies is that it gives them the ability to identify new markets, new opportunities, potential risks and needed improvements. And it gives them this ability on a silver platter–all of this rich information actively and freely circulating just waiting for smart marketers to do what they do best: turning rich market information into actionable marketing intelligence.
But the blogosphere can’t give companies any of these benefits if they’re not listening on a regular basis…that’s where processes come into play. And telling companies they need to listen–while all well and good–is pretty darn nebulous. It’s like telling companies they need to be good to their customers.
That’s why we need to be telling companies what processes they need to instill and, more to the point, why they need to implement them. So here goes (I sure hope everyone’s listening):

• Monitoring conversations. This cannot be a bot that merely generates results when your company name is cited. You need smart humans who understand what types of conversations are relevant to your current or future initiatives. And many times the important conversations won’t even mention your company, but a competitor.
• Monitoring the space for new blogs, bloggers and brand advocates. I cannot stress this enough: do not only follow the so-called A-List blogs or big names in your industry or markets. Remember, fads and trends always start on the fringes and, only over time, make their way to the mainstream. Plus, you might be overlooking brand advocates simply because you’re not paying attention (and they might be prime candidates for your Customer Advisory Board…another vital “listening” initiative).
• Assessing when companies should touch and when they should only look. This is a case-by-case, convo-by-convo basis if ever there was one. Sometimes it’s important to voice-in on a conversation, debate or discussion. But many times it’s better to let the market discuss while you listen and learn. Consumers want to be heard, but don’t want to feel like companies are meddling or trying to control their opinions.
• Identifying opportunities to improve products/services, innovate new product categories and increase market share. It’s best to view the blogosphere as a huge R&D think tank. Since the feedback is unbiased–save “pay for posts” or blatant attempts at getting company names mentioned–marketers are afforded a vast (and free!) research vehicle. But companies need smart researchers who understand what feedback, and patterns thereof, signal opportunities and gaps.
• Exploring the “next big thing” (…and then the next one). Discern hype from hope on new technologies, new applications, methodologies and buzzwords. Sometimes the next big thing is just the old thing wrapped in new words (this happens all the time), and other times these technologies are worth investing time and budget in.
• Scrutinizing marketing tactics. I’m a big fan of innovating but I’m also a fan of learning from others. Companies need to scrutinize new promotional programs and tactics, even ones that might not have been leveraged in their respective industry. Some blogger outreach programs have done well, others have failed miserably. Find out which and why and benchmark best practices from this information.

While these processes apply to all organizations, the way companies will implement them will vary. For some organizations these processes might be conducted by the marketing department. For others, these processes might be better suited for the research team. Or the company may already be spread too thin, or lack the needed competencies, and need to hire new professionals or retain a service provider.
But ultimately the responsibility rests with marketing. Because information is just that. The payoff–and the reason companies need processes–is to move from information to intelligence.
So the rule of thumb is: If you want to lead in this space, you’ll do so by listening, and that means processes first, programs thereafter. Remember, your markets are holding you accountable for the implications of their conversations…whether you’re listening or not.

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]]> http://www.mpdailyfix.com/blog-not-so-much-listen-much/feed/ 12 http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-robin-hood-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=marketingprofs-book-club-returns-with-robin-hood-marketing http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-robin-hood-marketing/#comments Tue, 09 Oct 2007 11:12:04 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-robin-hood-marketing/ MarketingProfs Book Club is back with a book that does a lot of good for just causes… by outright stealing know-how from big brands (Robin Hood anyone?). For those of you new to our Book Club, welcome aboard (sign-up here). As for those returning for another round, welcome back….



What’s the book? Robin Hood Marketing by Katya Andresen. What’s more? You might win one of 50 free copies. You want more than that? Done! Everyone gets a free bonus just for reading this article.
In past book club segments we’ve covered social media, branding and communications .
Now we’re turning to the world of nonprofit and cause-related marketing. Which begs the BIG question: how do you motivate people to give money, take action, or otherwise advance your worthy cause–amid so many competing causes? The answer is savvy, sophisticated strategies just like the big guns use–even if you’re operating on a shoestring budget.

Robin Hood Marketing shows you how to sell your mission as successfully as the great marketing minds of corporate America sell their products. Quite cleverly, Andresen created “The Robin Hood Rules” which “steal” from the winning formulas–that sell everything from socks, cigarettes, even mattresses–to show nonprofit marketers how to appeal to their audiences’ values, not their own, and, in turn, how to get people to take notice.

To kick-off this segment, I held an insightful Q&A with Katya. Here are the highlights:

What inspired you to write the book–what core message do you want for non-profit marketers to receive from reading it?
I spent seven years living in developing countries, and the overwhelming human need I saw on a daily basis left me with an acute sense of how important it is to do good in this world, and to do it in a hurry. The problem is, do-gooders–myself sometimes included, sadly–tend to become so consumed with our causes that we forget we need to be marketers, not just missionaries, in order to win hearts and minds. We spend too much time talking to ourselves, which is a waste of precious time. I wrote the book because I think a great way to amplify our message and put social change on a fast track is with great marketing–and the for-profit world is a wonderful place to look for lessons. Enter Robin Hood.
Can you give us some successful examples of causes that “stole” corporate savvy to great success?
My favorite will always be the one that opens the book–the giant smiling condom in Cambodia that turned me on to marketing with corporate savvy. I was a jaded journalist then, but I knew a good story when I saw a nonprofit, Population Service International, doing such an excellent job marketing Number One condoms (including giant inflatable condoms!) that people WANTED to buy and use them. Instead of telling people they should fear AIDS and scolding them into changing their behavior, they sold the social change. Another example is CARE’s “I am Powerful” campaign, which takes the Nike approach of celebrating the strength of women and channels it into a desire to help empower other women — rather than shoe sales.

What about cause-related marketers who are working on shoestring budgets–how do they get their message to rise above the clutter of so many worthy causes?
I’m glad you asked that, because small budgets too often become an excuse for small thinking. The strength of our marketing need not be dictated by the size of our budget. If you focus on connecting your cause to your audience’s values – rather than telling people to value your cause – and reach people when they are in the best place, time and state of mind to act, you will get more bang for your buck. My mantra is, “concentrate and inundate” rather than “spray and pray”!

While the book discusses non-profit causes what lessons can marketers of commercial enterprises leverage in their plans and programs?
Charities understand that most people give money for emotional reasons, not intellectual ones, and so they first appeal to our feelings. I think smart companies know the same goes for their products. The last pair of shoes that I bought had a lot more to do with my own aspirations than my feet. By focusing on the emotional storyline as nonprofits do, for-profit corporations can build a greater bond with their audiences. Another way for companies to cement that bond is with a direct alignment with a charity – hence the incredible increase we see in cause-related marketing.
Participation and Bonus:
Sign-up by Friday, October 12th: To be eligible to receive one of the fifty author-signed books you need to be signed-up AND have your FULL mailing address stored in your MarketingProfs member profile (so we know where to send your book). If you signed-up for any of the earlier segments you’re already in the database (so you need not sign-up again and yes, you’re eligible for a free book). Free book recipients are chosen randomly. Newcomers should hurry up and sign-up as I’ll be emailing the free book recipients early next week, so you have until Friday, October 12th, at 5pmPST to join if you’ve not already.
FREE(!) bonus: Leading social marketer, author and blogger Nedra Kline Weinreich–who has worked with nonprofits and public agencies in the U.S. and internationally to promote social change–has generously compiled a special 20-page “Quick Guide To Changing The World.” Nedra outlines what social marketing is (and what it isn’t), details the social marketing mix, gives a review of Robin Hood Marketing and features a bevy of social marketing resources spanning blogs, websites and online publications. You can download it right here.

Group Review for the book will start Tuesday, November 13th, giving you five weeks to get your books read. I’ll close with a few words from Katya Andresen. “I’m aquiver with the honor of Robin Hood Marketing being part of the MarketingProfs Book Club, and I look forward to a lively conversation with this very smart group about stealing corporate savvy for good causes everywhere!’
You heard her bookworms, get ready to start reading!
PS: I hope you get a free book, but even if you don’t, please do still participate, at $16.47 for the hardcover, (eBook version is also available) this book is a “steal” for all the smart strategies it imparts.
Disclaimer: Neither CK nor MarketingProfs are in any way retained by any author or publisher to promote any book or make any profit from the sale thereof. This book club is for the marketing community (we just get to learn alongside you fine folks).
Helpful Links:

• Have questions about the Book Club? We have answers here.
• Want to join the Book Club? Sign-up here.
• Want to see our previous segments? Just click on these links to review featured books for: Round 1, Round 2 and Round 3.
• Still have questions not addressed in our FAQs? Email at: bookclub@marketingprofs.com
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]]> http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-robin-hood-marketing/feed/ 18 http://www.mpdailyfix.com/a-conversation-begets-a-big-idea-and-a-brilliant-book/?utm_source=rss&utm_medium=rss&utm_campaign=a-conversation-begets-a-big-idea-and-a-brilliant-book http://www.mpdailyfix.com/a-conversation-begets-a-big-idea-and-a-brilliant-book/#comments Mon, 16 Jul 2007 11:43:01 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/a-conversation-begets-a-big-idea-and-a-brilliant-book/ You might have heard I’m a fan of books. Actually, I’m a fan of sharing knowledge. For me, the real benefit of books isn’t in the read but in the ideas they generate. Why? Because as marketers we are our ideas. We get paid (and, sometimes, pressured) to think up new ideas and implement them every single day.


But when we take our ideas and freely share them, like we do through online conversations, we’re afforded not only bigger and better ideas, but new sources with which to collaborate…that drive those ideas into existence.

In hosting the Book Club, I read and review a lot of books. And naturally, scores of authors, publishers and publicists make a point of explaining why and how their books are unique from anything else in the marketplace. But when I got wind of The Age of Conversation–a precedent-setting collaborative book by 103 authors hailing from every U.S. time zone, Canada, Australia, Belgium, the United Kingdom, Germany, France, Italy, India and Oman–I didn’t have to be told why or how it was unique.
Why? Because the very idea of the book is unique. The idea being: collectively we are smarter, savvier and more valuable to readers than we are independently (proud disclosure: I am one of the book’s 103 authors). What’s more? Collectively we’re a heck of a lot faster, too…and got a book to market in under 20 weeks!
Here’s the idea’s evolution:

• On March 27, 2007, Drew McLellan posted about a chance to author a guest book. Gavin Heaton then posted a comment hailing the idea but going one better in saying, “Great concept! But you know, what? I reckon between a few of us [marketing bloggers] we could knock out a short book–all we need is a theme and a charity.”
• Two weeks later, Drew and Gavin had amassed a theme, pinpointed a charity and made a grand call for authors.
• And now, seventeen weeks later, on July 16th, 2007, the –book is now available in eBook, softcover and hardcover formats–with all proceeds benefiting Variety, The Children’s Charity.

According to Drew McLellan, “The book itself is fascinating. What happens when you give 100 authors a book title and 400 words? So many different angles. So many points of view. And perhaps that is the overall message of the book. The Age of Conversation allows for many dialogues as opposed to the one-sided monologue of yesterday’s marketing efforts.
Was it a lot of work? Yes. It was. But working with Gavin meant it was going to be brilliant. He’s got a marketer’s head and a poet’s heart. That combination was perfect for this project. I look forward to creating more projects with him down the road.”
Gavin Heaton added, “It started as an off-hand comment and has suddenly become a publishing first. 100+ authors from all over the world, most of whom have no connection other than sharing a belief in the power of solid marketing and a social media bent. We both loved the idea of contributing the proceeds from sale to a charity and Variety seemed an ideal recipient. Our hope? That each and every author can leverage their good work in this book to grow their business, raise their own visibility and come back for the next collaborative brainchild we come up with.”
I do also need to share this: the week that Drew and Gavin decided to take on this behemoth effort also marked the week I lost my magnificent momma. She never forgot to teach me how important it is to share our smarts, to encourage community and, above all, to listen to others. The night before we held the ceremony to celebrate her life, Drew sent an email asking if it would be OK to dedicate the book to her memory. It was the first time I had smiled in what seemed forever–and I closed my eulogy on the words from the dedication.
So, as you consider your summer reading–whether you’re active in social media or just starting to think about joining this grand, global conversation–please give thought to investing your time in The Age of Conversation. I advocate it’s time well spent. You can download an eBook for $9.99, purchase a paperback for $16.95 or buy it hardcover for $29.99. Rest assured, all proceeds go to charity.
A BIG thanks to Drew and Gavin for a BIG idea–and a round of applause to ALL 103 authors who made this idea a reality. The author list follows, be prepared…it’s a long list (told you it was a big idea .
The Age of Conversation: Authors

Gavin Heaton
Drew McLellan
CK
Valeria Maltoni
Emily Reed
Katie Chatfield
Greg Verdino
Mack Collier
Lewis Green
Sacrum
Ann Handley
Mike Sansone
Paul McEnany
Roger von Oech
Anna Farmery
David Armano
Bob Glaza
Mark Goren
Matt Dickman
Scott Monty
Richard Huntington
Cam Beck
David Reich
Luc Debaisieux
Sean Howard
Tim Jackson
Patrick Schaber
Roberta Rosenberg
Uwe Hook
Tony D. Clark
Todd Andrlik
Toby Bloomberg
Steve Woodruff
Steve Bannister
Steve Roesler
Stanley Johnson
Spike Jones
Nathan Snell
Simon Payn
Ryan Rasmussen
Ron Shevlin
Roger Anderson
Robert Hruzek
Rishi Desai
Phil Gerbyshak
Peter Corbett
Pete Deutschman
Nick Rice
Nick Wright
Michael Morton
Mark Earls
Mark Blair
Mario Vellandi
Lori Magno
Kristin Gorski
Kris Hoet
G.Kofi Annan
Kimberly Dawn Wells
Karl Long
Julie Fleischer
Jordan Behan
John La Grou
Joe Raasch
Jim Kukral
Jessica Hagy
Janet Green
Jamey Shiels
Dr. Graham Hill
Gia Facchini
Geert Desager
Gaurav Mishra
Gary Schoeniger
Gareth Kay
Faris Yakob
Emily Clasper
Ed Cotton
Dustin Jacobsen
Tom Clifford
David Polinchock
David Koopmans
David Brazeal
David Berkowitz
Carolyn Manning
Craig Wilson
Cord Silverstein
Connie Reece
Colin McKay
Chris Newlan
Chris Corrigan
Cedric Giorgi
Brian Reich
Becky Carroll
Arun Rajagopal
Andy Nulman
Amy Jussel
AJ James
Kim Klaver
Sandy Renshaw
Susan Bird
Ryan Barrett
Troy Worman
S. Neil Vineberg

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]]> http://www.mpdailyfix.com/a-conversation-begets-a-big-idea-and-a-brilliant-book/feed/ 12 http://www.mpdailyfix.com/marketingprofs-book-club-is-open-sticky-is-in-session/?utm_source=rss&utm_medium=rss&utm_campaign=marketingprofs-book-club-is-open-sticky-is-in-session http://www.mpdailyfix.com/marketingprofs-book-club-is-open-sticky-is-in-session/#comments Tue, 12 Jun 2007 08:24:28 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/marketingprofs-book-club-is-open-sticky-is-in-session/ The MarketingProfs Book Club’s Group Review for our current (sticky!) segment featuring Made To Stick, is now OPEN! For those of you new to our Book Club I’ve included some information below. For returning Book Club vets, you can hop on over and jump into a discussion (or two). The discussions run 24/7 and span the globe.


As we said when we launched the Book Club, the purpose is sharing knowledge and bringing marketers together to focus on an exchange of ideas. While the book informs us and provides insights, the discussions in Group Review benefit us in our strategic and tactical day-to-day work. And rumor has it the discussions make us smarter, too. (Yeah, I started that rumor.)

Have questions? I have answers….
How do I get started? It’s as easy as 1-2-3:

• #1: Go to the Book Club Entry Page by clicking here.
• #2: Log-in with your email and PW: if you’re already a member of MarketingProfs, just sign-in with your email and password, if not you can register for free.
• #3: Start chattin’ with other bookworms: all the discussions start below the poll.

What’s there to do at Group Review? Why you can…

• Take a poll: Tell us in the click of a mouse what you thought of the book.
• Load your profile: Everyone who is registered automatically gets a profile page. You can self-promote to your heart’s content in your profile. Or you can leave your profile blank.
• Submit a book review: One of my discussion threads is asking for feedback on the book. Take two sentences or two paragraphs and give us your “take”.
• Immerse yourself in a discussion–or two: Book Club is absolutely democratic in that anyone can start a discussion thread; but I encourage you first take some time to view the current discussions–you might find they’ve hit on a topic you want to discuss.
• Start a discussion of your own: Just click on “Ask A Question” and seconds later–you’re live! If you begin a discussion please do check back several times during the day to see what has evolved. After all, you started all that chatting!
• Get to know other marketers: Every time you start a discussion or post a comment, your “community name” is visible. Your community name hyperlinks to your profile so you get to learn about the people you’re talking with and maybe even meet some new colleagues.

Does your opinion on the book really matter? It really does! We’re already chatting over there but Book Club just isn’t the same without you. C’mon over and get sticky with all the smarties!

Helpful links for members and the media:

• For more information on the book club, go here.
• For a Q&A with this segment’s featured authors, go here.
• Have questions not covered in our FAQs? Send an email to: bookclub@marketingprofs.com
• Need technical help accessing or navigating Group Review?: Send an email to: exchange@marketingprofs.com
• For the love of knowledge and know-how: Neither CK nor MarketingProfs profit from the sale of any books. Book Club is free (and cool).
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]]> http://www.mpdailyfix.com/marketingprofs-book-club-is-open-sticky-is-in-session/feed/ 0 http://www.mpdailyfix.com/book-club-group-review-starts-in-a-week-get-ready-to-get-sticky-bookworms/?utm_source=rss&utm_medium=rss&utm_campaign=book-club-group-review-starts-in-a-week-get-ready-to-get-sticky-bookworms http://www.mpdailyfix.com/book-club-group-review-starts-in-a-week-get-ready-to-get-sticky-bookworms/#comments Tue, 05 Jun 2007 11:02:42 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/book-club-group-review-starts-in-a-week-get-ready-to-get-sticky-bookworms/ Just a reading reminder: Members of the MarketingProfs Book Club are one week away from chatting up our current featured book, Made To Stick, by Chip and Dan Heath.



While Round #1 discussed “social media” and Round #2 focused on “branding,” Round #3 explores “communications.”
More to the point, we’re learning how marketers can do a far better job of making sure our brainy ideas stick–and stick-it-out through the ages. Made To Stick analyzes why some ideas survive while many others die. But that’s not all: the authors have deconstructed why ideas that didn’t have revenue incentives, like urban legends and fables, have amplified across social groups and over many generations to develop a 6-point “SUCCESs” system pinpointing how to get our messages to stick (and stay stuck).
So get ready to discuss all this sticky stuff beginning next Tuesday, June 12th. Remember, during Book Club Group Review, any member can ask or answer a question and start a discussion thread.
In the case you missed it the introductory Author Q&A is right here . And as an added bonus, Cam Beck developed a thoughtful and thought-provoking 8-page analysis of Made To Stick’s major themes–and you can still download it absolutely free.
I’m happy to report that, once again, we increased membership by nearly 20% this segment–seems Book Club is an idea that’s, umm, sticking! Now it’s time for me to get back to my book, as it would be very poor form for your host to show up to Group Review unread. Happy reading…

PS: Next Tuesday, June 12th, I’ll post instructions on Group Review right here at The Daily Fix Blog along with emailing all members. And yes(!), you can still sign-up to take part in this segment…you’ll just need to get your hands on a copy of Made To Stick, and have it read by next Tuesday.
Helpful links for members and the media:

• For more information on the book club, go here.
• To sign-up for the book club click here.
• For a Q&A with this segment’s featured authors, go here.
• To download a (free!) thought-provoking, 8-page analysis of Made To Stick’s major themes go here.
• To buy the hardcover version go here or the eBook here (neither CK nor MarketingProfs make money from the sale of any books, we just get to read and learn right alongside you fine marketers .
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]]> http://www.mpdailyfix.com/book-club-group-review-starts-in-a-week-get-ready-to-get-sticky-bookworms/feed/ 1 http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-made-to-stick/?utm_source=rss&utm_medium=rss&utm_campaign=marketingprofs-book-club-returns-with-made-to-stick http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-made-to-stick/#comments Tue, 15 May 2007 12:06:21 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-made-to-stick/ With spring comes not only a new season but a “sticky” new segment. Yes bookworms, the MarketingProfs Book Club is back with the hottest book of the year! Did I just say we have a hot and sticky segment? Hey, if it gets you folks reading and sharing ideas then this host is doing her job.


For those of you new to our Book Club, welcome aboard (sign-up here). And for those returning for another round, welcome back….
What’s the book? None other than “Made To Stick” by brothers Chip and Dan Heath. What’s more? Instead of giving away 30 author-signed books we’re upping it to 50 free books. Swear I’m not stopping until the world gets a book.
What, you want more than that? Done! Everyone gets a (FREE) bonus just for reading this post. My, how I’ve missed you bookworms.
While Round #1 discussed “social media” and Round #2 focused on “branding,” Round #3 explores “communications”–more to the point, we’re learning how marketers can do a far better job of making sure our brainy ideas stick. And stick-it-out through the ages.

Made To Stick analyzes why some ideas survive while many others die. But that’s not all: the authors have deconstructed why ideas that didn’t have revenue incentives, like urban legends and fables, have amplified across social groups and over many generations to develop a 6-point “SUCCESs” system pinpointing how to get our messages to stick (and stay stuck). Told you we’re getting sticky.
But don’t take my word for it; check out these rave reviews. Not only that, the recommendation for this book came from one of our own members, Kris Hoet, back in January. Rest assured folks, if you’re recommending, I’m listening! To kick-off this segment, we held a Q&A with the authors, in which I handed over the interview to fellow marketer Cam Beck. Take it away guys–


• For whom was the book written, and why? All of us need to make our ideas stick from time to time. There are some people–teachers, ministers, politicians, and of course marketers–whose jobs depend on making ideas stick. Our book was written to help people make that happen. It’s fiendishly difficult to take the light bulb that’s in your head and recreate it in the minds of your audience. And that’s where the traits of stickiness come in…to refine our most important ideas so that they’ll endure.
• Why does your book use so many examples of advertising? Advertising is a pure marketplace of ideas, so it’s a great laboratory for studying stickiness. Great ad campaigns, like Wendy’s “Where’s the Beef?,” thrive on the principles of stickiness. Subway’s Jared campaign, for instance, perfectly captures the power of a story to make an idea stick.
• What is the most important lesson from your book? What do you most hope “sticks” with marketers? Use concrete, sensory language. Think of urban legends (the man who wakes up in an ice-filled bathtub without kidneys) or fables (Aesop’s The Fox and the Grapes). These ideas etch themselves into our brains because of their sensory hooks. And this may sound like common sense, and yet it is not instinctive marketing behavior. You only need to visit a couple of web sites to see the wasteland of bland abstractions: World-class customer service! Simplify your life! You can have it all!
• In your book, you make several references to “The Curse of Knowledge.” How can knowledge be a curse…and how can it be overcome? The Curse of Knowledge is the arch-villain in our book. The Curse of Knowledge says that once we know something, it becomes hard for us to imagine what it was like not to know it. And that, in turn, makes us communicate to others like speakers of a foreign language. We forget to translate.
  Think of the IT guy in the office who can’t give you a clear answer to something. He talks in jargon and abstractions that you can’t follow. And we’re all the IT guy in our areas of expertise–our knowledge complicates our communication. You can avoid the Curse of Knowledge by using the principles of stickiness. The power of a sticky idea is precisely that it crosses boundaries–boundaries of knowledge, experience, even culture.
• In your interview with U.S. News and World Report, you called PowerPoint presentations the “kryptonite of sticky ideas.” What is the alternative? When we’re talking, or making presentations, we sprinkle in stories and anecdotes and specific examples. We treat them like garnish. And the bulk of our presentation consists of “high-level” talking points, which are almost always abstractions. PowerPoint feeds this tendency by giving us little easy-to-use bullets. And what do you put after a bullet? Certainly not a story. But stories and examples aren’t garnish, they’re the entrée. Most people communicate with, say, 3 parts exposition to 1 part story. That’s exactly backwards. Don’t let PowerPoint seduce you into meaninglessness.

OK, your host is back with a few points to cover before I close:

• Sign-up by Friday, May 18th: Remember, to be eligible to receive one of the fifty author-signed books you need to be signed-up AND have your FULL mailing address stored in your MarketingProfs member profile (so we know where to send your book).
  IMPORTANT: If you signed-up for the first or second segment you’re already in the database (so you need not sign-up again and yes, you’re eligible for a free book). Free book recipents are chosen randomly.
  Newcomers should hurry up and sign-up as I’ll be emailing the free book recipients early next week, so you have until Friday, May 18th, at 5pmPST to join if you’ve not already.
  

• Did I say FREE Bonus for all? That I did. Cam Beck has conducted a thoughtful and thought-provoking 8-page analysis of Made To Stick’s major themes–and you can download it absolutely free. While it’s not a replacement for the read, it is a piece that emphasizes how we can make our ideas stick and stay stuck. Again, download this amazing piece right here (yes, do it right now, well right after you finish this post .

Lastly, Group Review for the book will start Tuesday, June 12th, giving you four weeks to get your books read and, uh, wait–did you hear that? Who’s cutting-in on my post? Oh, its word from our authors, let’s see what those “sticky guys” have to say: “Our passion is ideas and what makes them stick, so the opportunity to join a group of idea connoisseurs in the marketing community to banter about ideas, via the MarketingProfs Book Club, well … it’s going to be a heck of a good time! It’s kind of like turning a group of physicists loose in a particle accelerator.”
You heard it from them bookworms–get ready for your ideas to get a whole lot stickier in round #3!
P.S.: I hope you get a free book, but even if you don’t, please do still participate: at $16.47 for the hardcover, and $15.26 for the eBook, the book is a steal for all the knowledge it imparts (an audiobook is also available for your listening pleasure). And don’t forget there are many future segments in which to get a free book!

Helpful Links:
Have questions? Go here
Want to join the Book Club? Go here.
Still have questions not addressed in our FAQs? email me at: bookclub@marketingprofs.com
Lest we not forget our nifty disclaimer: Neither CK nor MarketingProfs is in any way retained by any author or publisher to promote any book or make any profit from the sale thereof. This book club is for the marketing community–we just get to learn alongside you fine folks .

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]]> http://www.mpdailyfix.com/marketingprofs-book-club-returns-with-made-to-stick/feed/ 37 http://www.mpdailyfix.com/marketingprofs-book-club-now-open-for-discussion-with-al-laura-ries/?utm_source=rss&utm_medium=rss&utm_campaign=marketingprofs-book-club-now-open-for-discussion-with-al-laura-ries http://www.mpdailyfix.com/marketingprofs-book-club-now-open-for-discussion-with-al-laura-ries/#comments Tue, 20 Mar 2007 11:20:15 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/marketingprofs-book-club-now-open-for-discussion-with-al-laura-ries/ The MarketingProfs Book Club’s Group Review for our current segment featuring The Origin of Brands, is now open! For those of you new to our Book Club I’ve included some information below. For returning Book Club veterans, you can hop on over and jump into a discussion (or two). The discussions can be accessed at your leisure and run 24/7.



As we said when we launched the Book Club, the purpose is sharing knowledge and bringing marketers together to focus on an exchange of ideas. While the book informs us and provides insights, the discussions in Group Review benefit us in our strategic and tactical day-to-day work. And rumor has it the discussions make us smarter, too. Yeah, I probably started that rumor.
Have questions? I have answers….
How do I get started? It’s as easy as 1-2-3:

• #1: Go to the Book Club Entry Page by clicking here.
• #2: Log-in with your email and PW: if you’re already a member of MarketingProfs, just sign-in with your email and password, if not you can register for free.
• #3: Start chattin’ with other bookworms: all the discussions start below the poll.

What’s there to do at Group Review? Why you can…

• Take a poll: Tell us in the click of a mouse what you thought of the book.
• Load your profile: Everyone who is registered automatically gets a profile page. You can self-promote to your heart’s content in your profile. Or you can leave your profile blank.
• Submit a book review: One of my discussion threads is asking for feedback on the book. Take two sentences or two paragraphs and give us your “take”.
• Immerse yourself in a discussion–or two: Book Club is absolutely democratic in that anyone can start a discussion thread; but I encourage you first take some time to view the current discussions–you might find they’ve hit on a topic you want to discuss.
• Start a discussion of your own: Just click on “Ask A Question” and seconds later–you’re live! If you begin a discussion please do check back several times during the day to see what has evolved. After all, you started all that chatting!
• Get to know other marketers: Every time you start a discussion or post a comment, your “community name” is visible. Your community name hyperlinks to your profile so you get to learn about the people you’re talking with and maybe even meet some new colleagues.

Does your opinion on the book really matter? It really does! We’re already chatting over there but Book Club just isn’t the same without you. C’mon over!

Helpful links for members and the media:

• For more information on the book club, go here.
• For a Q&A with this segment’s featured authors, go here.
• Have questions not covered in our FAQs? Send an email to: bookclub@marketingprofs.com
• Need technical help accessing or navigating Group Review?: Send an email to: exchange@marketingprofs.com
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]]> http://www.mpdailyfix.com/marketingprofs-book-club-now-open-for-discussion-with-al-laura-ries/feed/ 2 http://www.mpdailyfix.com/tick-tock-bookworms-marketingprofs-book-club-group-review-launches-next-week/?utm_source=rss&utm_medium=rss&utm_campaign=tick-tock-bookworms-marketingprofs-book-club-group-review-launches-next-week http://www.mpdailyfix.com/tick-tock-bookworms-marketingprofs-book-club-group-review-launches-next-week/#comments Tue, 13 Mar 2007 10:42:06 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/tick-tock-bookworms-marketingprofs-book-club-group-review-launches-next-week/ Just a reading reminder: Members of the MarketingProfs Book Club are one week away from chatting up our current featured book, The Origin of Brands, with famed authors’ Al and Laura Ries. So please join us. Get ready to discuss–and maybe even debate!–beginning next Tuesday, March 20th. Remember, during Book Club Group Review, any member can ask or answer a question and start a discussion thread.



What’s so great about this book? In a word: A lot. Oh wait, that’s two words–all the better, the book is just that good.
Debunking convergence strategy for failing to deliver, in The Origin of Brands, Ries & Ries illustrate how the strategy of divergence–vs. the much-hyped practice of convergence–is the catalyst for scores of success stories.
Their message for marketers? Brands, be they high-tech or low, diverge and go in many directions, spawning new brands and new brand categories. So professionals should focus less on producing fewer brands (that do more) and more on creating new brand categories (that specialize in doing less). If you missed the Q&A with Al & Laura when we opened this segment, just click here.
Particularly interesting is how last segment–in reviewing the book Citizen Marketers–we learned how a new medium produces opportunities to advance our brands; while in this segment, through The Origin of Brands, we’re learning how a new strategy advances our companies by producing opportunities to launch innovative brands (with far higher success rates).
What’s more? We increased membership by nearly 20% this segment–not too shabby, eh? Our new members continue to be located all over the map spanning New Orleans, Ontario, India, Italy, Indonesia, Australia and The Philippines. Now it’s time for me to get back to my book; as it would be very poor form for your host to show up to Group Review unread. Happy reading!

P.S.: Next Tuesday, March 20th, I’ll post instructions on Group Review right here at The Daily Fix Blog along with emailing all members. And yes(!), you can still sign-up to take part in this segment…you’ll just need to get your hands on a copy of The Origin of Brands, and have it read by next Tuesday.
Helpful links for members and the media:

• For more information on the book club, go here.
• To sign-up for the book club click here.
• For a Q&A with this segment’s featured authors, go here.
• To download a (FREE!) 20-page, chapter-by-chapter overview of The Origin of Brands just go here.
• To buy the current book at Amazon, go here for hardcover or here for paperback.
• To get the eBook go here.
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]]> http://www.mpdailyfix.com/tick-tock-bookworms-marketingprofs-book-club-group-review-launches-next-week/feed/ 1 http://www.mpdailyfix.com/i-want-your-mtv/?utm_source=rss&utm_medium=rss&utm_campaign=i-want-your-mtv http://www.mpdailyfix.com/i-want-your-mtv/#comments Thu, 08 Mar 2007 11:10:51 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/i-want-your-mtv/ Apparently, MTV finally read the memo — the one that reads “we major media need to stop suing our customers for messing with our copyrighted materials and start encouraging…even begging!…them to do so.”



In a strategy to recapture audiences lost to MySpace and YouTube, MTV is heeding the call of control — by consumers, that is. See the pop-rock ’80s and garage-grunge ’90s have come and long gone, and MTV is just not the place where youth culture spends its time anymore.
So, in a new move, the network will build thousands of new Web sites in hopes to draw viewers by way of letting them watch, contribute and — gasp! — re-edit its television shows.
“Viewers will have a degree of control uncommon for media corporations,” said Mika Salmi, the new digital president of MTV Networks, a unit of Viacom Inc. According to Reuters, “MTV Networks’ new strategy is part of an effort by Viacom to reach a wider audience that is spending as much time on the Internet and on video games as watching television, and no longer cares when or where programming is shown.” It’s a bold move, but a bold move is exactly what MTV needs in order to capture more advertising dollars — especially given the company reportedly plans to roughly double its revenue from digital business to $500 million this year.
Ben McConnell, co-author of Citizen Marketers, writes, “This announcement is a significant breakthrough. The arbiter of cool cannot possibly run its pop-culture school the same way today as it did 20 years ago. The kids are in charge today, not some executive my age who’s trying to fit in with kids half his age.”
McConnell continues, “This is exactly how big media companies should fight the third-party sites; not with lawyers but with vast amounts of free content, tools to play with that content and vast new forms of particpation. To out-do YouTube, big media should be encouraging joint ownership of content. That’ll help build loyalty, discover trends and uncover new talent. Besides, there’s more important work to do than send hundreds of take-down notices to YouTube and MySpace every week.”
I concur. As the Reuters article reminds us, it’s “largely due to Lucasfilm Ltd.’s lax policies on letting fans post re-edited clips of Star Wars, which has helped sustain the franchise for years.” Conversely, take my favorite fan backlash over the studio-who-cried-copyright-infringement last year when ‘The Browncoats,” fans of the movie “Serenity,” self-organized to promote the film all over the blogosphere, only to have NBC-Universal (producer of the film) slap them with a $9,000 lawsuit over some silly t-shirts.
But in a savvy, saucy move — and one after this marketer’s own heart — the fan group wised up and slapped ‘em back with a $2.1 million-dollar bill for 28,030 collective hours’ worth of “marketing & promotion services rendered.” Billing at $75/hourly, I wrote the fan group and told them they weren’t charging nearly enough (given standard agency rates, I recommended doubling their fees). As it were, the studio dropped the suit. They never paid the Browncoats bill, but they did learn their lesson. Or perhaps they read the memo, too.
How will MTV fare? Time and teens will tell.
And while this is a big move by a major player, let’s keep encouraging those in power — or those under the illusion they still are — to empower their markets. As I tell my own clients, when consumers ‘mess’ with your content it actually means they’re engaging with your brand — isn’t that what we marketers spend a lot of budget and bandwidth hoping they’ll do? If not, perhaps I should retroactively bill graduate school for putting me through a battery of branding case studies to that effect, eh? Hmmm.
But control isn’t let go of easily. I advocate that companies do so of their own accord instead of waiting for customer attrition to force their hands (and thereby avoid pulling double duty in trying to woo customers back). Now if only the producers would just give me the greenlight to mess with old episodes of Buffy the Vampire Slayer… guess a girl can only hope that soon they, too, will read the memo.

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]]> http://www.mpdailyfix.com/i-want-your-mtv/feed/ 15 http://www.mpdailyfix.com/from-cyberloser-to-social-magnet-fakemyspace/?utm_source=rss&utm_medium=rss&utm_campaign=from-cyberloser-to-social-magnet-fakemyspace http://www.mpdailyfix.com/from-cyberloser-to-social-magnet-fakemyspace/#comments Tue, 27 Feb 2007 11:17:25 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/from-cyberloser-to-social-magnet-fakemyspace/ On the one hand I’m aghast; on the other I’m a bit intrigued. For those of you not familiar with the finer points of MySpace, the social-networking site allows you to approve “friends” in your network so you can communicate back and forth and, in turn, meet even more friends. And for many, the amount of friends one has equals how important you are. So it is both sad–and yet, from a pure business standpoint, sort of savvy–that a new site lets you rent “friends.”



Not supportive or intellectually stimulating friends. Who needs those? Through Fake Your Space, an all-too-apropos name for the business, the proposition is busty, hot, hard-bodied friends. The company’s tagline is, after all, “bringing popularity to the masses.” Yep, it’s high school all over again in cyberspace (where did I store those pom-poms?).
Personally, I think buying friends is far more destructive to one’s psyche than not having any– but it’s been profitable. FakeYourSpace was doing very well, attracting 50,000 hits a day, selling “friends” for 99 cents a month each. The friends will also send you messages–so they look like “real” friends while looking good.
According to founder Brant Walker, the idea is to “to turn cyberlosers into social-magnets,” an idea that hit him when he noticed that, while browsing on MySpace, “some people would have a lot of good-looking friends, and others didn’t.” Whether based on want (we all want friends) or need (but do they need to be hot?), the business has found a market that sees value in the service.
Alas, there’s been a glitch, a service that provided the photographs of the models, iStockPhoto.com, noticed the use and balked.
But Walker argues the intent is altruistic not fraudulent. So FakeYourSpace will not be operational again until Thursday. I guess all the people with fake friends might just need to find some real ones in the interim–.

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]]> http://www.mpdailyfix.com/from-cyberloser-to-social-magnet-fakemyspace/feed/ 17 http://www.mpdailyfix.com/off-the-rails-on-a-crazy-train-or-smart-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=off-the-rails-on-a-crazy-train-or-smart-marketing http://www.mpdailyfix.com/off-the-rails-on-a-crazy-train-or-smart-marketing/#comments Mon, 26 Feb 2007 11:01:41 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/off-the-rails-on-a-crazy-train-or-smart-marketing/ Ever since Ozzy announced it February 6th I’ve been thinking about–and meaning to blog about–the very interesting format of this summer’s Ozzfest. I actually should attribute this innovation to his marketing savvy manager-wife Sharon (leave it to a woman to get it done), as it appears she brainstormed the new concert format.



What’s innovative about it? The show is completely FREE to event-goers at every stop on the 25-date tour which kicks-off July 7th in LA.
In Sharon Osbourne’s words:”This will change everybody’s impression of the way touring in the summer in America should be.”
Since 1996 Ozzy Osbourne has been headlining an annual summer concert tour, aptly called “Ozzfest.” The festival showcases many bands, both known and fledgling.
Last summer, the tour grossed $18.7 million with poor ticket sales that averaged $42.50 per person. Other big-name acts that have been a part of past events, like Iron Maiden, have not yet been announced but Sharon is hoping they’ll come for the fans and make it up in merchandise sales (or “merch” as it’s known in the business).
As in past tours, “baby bands” will pay $75,000 for a slot on the tour–so just like in retail, bands too pay slotting fees. For bigger name acts the Osbournes will pay for lights, sound and trucking costs in return for asking the groups to play sans a percentage of the ticket sales (since there won’t be any).
Naturally the sponsors will need to carry the brunt of the costs and so far Jagermeister and Monster Energy Drink are on board. By filling venues with free crowds, the Osbournes and promoter Live Nation figure additional beer, food and parking sales will compensate for some of the lost ticket revenue. It will be interesting to see what other sponsors ‘bite’ (sorry, had to include an Ozzy pun). More interesting is whether “free equals must see”. Especially since free can go one of two ways: it can draw in many customers or it can negate a product’s value entirely.
What do I like about this model? A lot, actually.
I like that it focuses on the fans. I like the experimental value in it. But I most like when companies who, in thinking “outside of the box,” come up with programs that put their customers first. Like with Amazon pulling the plug on TV ads and instead putting that budget into free-shipping offers for customers. These programs come across as smart strategies because they’re 100% customer-focused.
Could it fail? Miserably…but still admirably.
I say admirably because we need always push those envelopes and try new tactics, formats and models. And I’m impressed it’s not just youngbloods but people in their 50s (60s?) that are reminding us to forever reformat and push that envelope. Same old is, after all, same and old. Good on you, Ozzy (and good luck on your first drug-free tour, we’re rooting for you).
P.S.: No bats were harmed during the penning of this post.

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]]> http://www.mpdailyfix.com/off-the-rails-on-a-crazy-train-or-smart-marketing/feed/ 21 http://www.mpdailyfix.com/book-club-is-back-round-2-and-in-the-ring-with-al-and-laura-ries/?utm_source=rss&utm_medium=rss&utm_campaign=book-club-is-back-round-2-and-in-the-ring-with-al-and-laura-ries http://www.mpdailyfix.com/book-club-is-back-round-2-and-in-the-ring-with-al-and-laura-ries/#comments Tue, 13 Feb 2007 11:10:53 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/book-club-is-back-round-2-and-in-the-ring-with-al-and-laura-ries/ We’re back for another round, bookworms! In this segment we’re discussing branding with the brand masters themselves: none other than the inimitable Al & Laura Ries. Impressive, eh? Yes folks, I take my host duties very seriously. For those of you new to our Book Club, welcome aboard (learn all here). And for those returning for a second round, welcome back….


What will we be doing this segment? We’ll be getting a little Darwinian, debunking some long-held branding “truths”–and likely, spurring some debates. What’s more? You get a (free!) bonus just for reading this article. Hey, I’m just doing what I can to heat things up in an otherwise very cold winter here in the Northeast.
Our feature this segment is “The Origin of Brands,” a book that explains how changing conditions in the marketplace, much like in nature, create endless opportunities to build new brands and accumulate riches.

But here’s where it gets interesting: these opportunities are not found where most people and companies look–that is, in the convergence of existing categories like television, the computer, cellphones and the Internet. Instead, opportunity for new brands lies in the opposite direction (psst: we’ve been overlooking the strategy of “divergence,” which explains the miniscule survival rate of so many new brands).
By following Darwin’s brilliant deduction that new species arise from divergence of existing species, Al and Laura outline an effective strategy for creating and taking an effective brand to market. So, while Darwin gave us “The Origin of Species,” the Ries’s give us “The Origin of Brands.” I read the book in late 2005 and was astonished at how many marketers had not yet heard of or read it, especially given the provocative subject matter–supported through case study upon case study–illuminating how divergence dramatically lowers risk and increases success rates.
Which begs the question: why is divergence regarded like a dirty little secret? Al and Laura point to convergence hype, a decades’ long theme trumpeted by scores of media outlets. To kick-off this segment I discussed the book’s themes with Al and Laura; here are the highlights:

• What are the main points of The Origin of Brands? There are four points: First, endless opportunities are constantly being created to build new brands. Second, the best way to take advantage of these opportunities is to create a new category and then be the first brand in that category. Third, as time goes on, new categories will continue to diverge from existing categories. Companies that try to lock categories together with line-extension names or with convergence products are doomed to failure. And finally, the process of category creation is identical to the process of species creation as documented in Charles Darwin’s classic book, The Origin of Species.
• Why do you believe that new, successful brands can only be created through divergence? Our studies of marketing history show that virtually every successful new brand was created by divergence of an existing category and not by convergence. Take the first commercial computer, the mainframe computer, the category that built the IBM brand. Did the mainframe computer converge with another product to create an opportunity to build a new brand? No, it did not. The mainframe computer diverged creating endless opportunities to build brands.
  Some computer divergence categories and the brands they spawned include: Minicomputers (Digital Equipment); Workstations (Sun Microsystems); 3-D workstations (Silicon Graphics); Personal computers (Apple); Business personal computers (Compaq); Personal computers sold direct (Dell); Desktop laser printers (Hewlett-Packard); Computer peripherals (Logitech); Hard-drive MP3 players (iPod). Virtually every product or service category goes through the same process. It starts with a single product and then through the process of divergence creates many new categories and many new opportunities to build brands.
• What have been some of the worst branding mistakes you have witnessed over the past few years? Without a doubt, line extension. It is new categories that create opportunities to build new brands. A company should encourage the development of a new category by selecting a new name to represent that category. Instead, companies often hang existing brand names on new categories, thereby sacrificing their ability to dominate these categories in the long run.
  Invariably the long-term winners in new categories are the brands with new names, not the brands with line-extended names, like: Dell, not IBM personal computers; Ebay, not Yahoo! Auctions; Quicken, not Microsoft Money; PowerBar, not Gatorade energy bars; and Red Bull, not AriZona Extreme Energy. Companies often line extend because they are focused on building brands rather than creating new categories. But brands are worthless unless they stand for something in the mind. The more things you try to hang on a brand name, the less it stands for.
• How about telling us some branding success stories? Dietrich Mateschitz was traveling in Thailand when he encountered a popular health tonic called Krating Daeng. When he returned to Austria, he decided to introduce a similar product which he called Red Bull. Even more important than the Red Bull name was his choice of a category name. He called the category an “energy drink.” As it happens, the first energy drink. Today, Red Bull does $2.3 billion in sales worldwide and Dietrich Mateschitz has become the richest man in Austria.
  Almost every branding success story follows the same pattern. An entrepreneur notices an empty hole in the marketplace and then introduces a new brand that goes on to exploit that new category. Some examples include: Starbucks, the first high-end coffee house; Silk, the first soymilk; Costco, the first warehouse club; Under Armour, the first athletic underwear; and Glide, the first flat dental floss. The list is endless and they all follow the same pattern. Find an open category and then develop a new brand to dominate that category. As the category takes off, your brand also takes off.

Before I close there are a couple of logistics to cover:

• Free Books: While we spread out the 30 free books across time zones last segment we want to be even more fair going forward so recipients of free books will be chosen by way of random selection vs. the first 30 to sign-up. It’s like the lottery–yes technology is involved to ensure fairness–but you get a book instead of cash . I hope you get a free book, but even if you don’t, please do still participate: at $16.47 for the hardcover and $10.17 (wow!) for the paperback, the book is a steal for all the knowledge it imparts (an eBook is also available for $10.95). And don’t forget there are many future segments to get a free book!
• Book Club Membership: If you signed-up for the first segment you’re already in the database (so you need not sign-up again and yes, you’re eligible for a free book). But if you unsubscribed at any point during the first segment, you’ll need to sign-up again to be eligible to get a free book. Newcomers should hurry up and sign-up as I’ll be e-mailing the free book recipients early next week, so you have until Friday, February 16th at 5pmEST to sign-up if you’ve not already (you can sign-on to the Book Club at any time, you’ll just not be eligible for this segment’s free books if you sign-up after Friday, Feb. 16th).


In closing, Group Review for the book will start Tuesday, March 20th, giving you five weeks to get your books read and, uh, wait–did you hear that? Who’s try to cut-in on my post? Oh, its word from our authors–let me hand over the article to them to close:”This is Al and Laura Ries here. We are so excited to be working with the new MarketingProfs Book Club and CK for our book ‘The Origin of Brands’. We look forward to stoking the fire over the convergence vs. divergence debate with all of you. When Al & Laura Ries get involved you know it will be controversial! Talk to you all during Group Review in March.” You heard it from them bookworms, get ready for a great round #2!
P.S.: Did you think I forgot your bonus? Not a chance. Al and Laura have created a 20-page, chapter-by-chapter overview of The Origin of Brands for us to download–absolutely free! While it’s not a replacement for the book it’s a terrific piece for you to enjoy before you dive into the full read. Download your copy here.

Helpful Links:
Have questions? Go here
Want to join the Book Club? Just go right here.
Still have questions not addressed in our FAQs? email me at: bookclub@marketingprofs.com
Lest we not forget our nifty disclaimer: Neither CK nor MarketingProfs is in any way retained by any author or publisher to promote any book or make any profit from the sale thereof. This book club is for the marketing community–we just get to learn alongside you fine folks .

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]]> http://www.mpdailyfix.com/book-club-is-back-round-2-and-in-the-ring-with-al-and-laura-ries/feed/ 17 http://www.mpdailyfix.com/marketing-safe-sex/?utm_source=rss&utm_medium=rss&utm_campaign=marketing-safe-sex http://www.mpdailyfix.com/marketing-safe-sex/#comments Mon, 29 Jan 2007 11:37:28 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/marketing-safe-sex/ One in four persons will contract a Sexually Transmitted Disease in their lifetime–a mind-blowing 25% of the population, with under-25 youth at highest risk. It’s obvious we need to do a better job of encouraging that sex be safe when it does happen– because baby, it’s gonna happen. What does this have to do with marketing? Everything….


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This post is about a lot of love. Actually, since we’re talking NYC, it may not always involve love–just a lot of latex. New York hands out 1.5 million free condoms each month, or about 18 million a year. Mayor Bloomberg’s administration has been aggressively increasing the number of free contraceptives in order to decrease the spread of STDs and AIDS.
Currently, more than 100,000 New Yorkers are living with HIV and AIDS, with AIDS the third-leading cause of death among city denizens under 65. Unarguably, those figures are far too high for this day and age.
Now sex is a hot issue. There exist strong leanings and views from all over the spectrum on the giving away of free contraceptives and the message it sends. I find it to be a message of health and I have a hard time wrapping my mind around a moral argument as–when all is said and deeds are done–I find protecting people’s health to not only be of the highest morality but the pinaccle of social responsibility. And, as with other posts I’ve published, I believe socially responsible practices so many times hit squarely in marketers’ domain: a tremendous opportunity we can either greatly effect or altogether neglect.
Folks, free condoms or not, sex is going to happen. Free condoms don’t increase the likelihood of getting hot and heavy; they increase the likelihood of getting hot, heavy and healthy. To be sure, awareness and education initiatives are necessary but, given the numbers, they’re not effective or reliable on their own merits. And with one in four persons contracting an STD before adulthood–a mind-blowing 25% of the population with one in four people unaware they’re HIV-infected–it’s obvious we need to do a better job of encouraging that sex be safe when it does happen–because baby, it’s gonna happen (psst: it’s happening right now).
What does this have to do with marketing? Everything. Where is all this sexy talk coming from? Impressive marketing strategies that my own city is implementing; a two-pronged approach that I refer to like so:

• The law of availability: First make safe sex easy. Hundreds of NYC organizations get free condoms from the city and distribute them at health clinics, bars, restaurants, nail salons, nightclubs and even prisons. I’ve personally been the recipient of one with my dirty martini. I thought it a terrific tactic by the club and asked why they didn’t imprint the wrappers with their logo. Being a relentless marketer, I told them they should imprint the wrapper with their number following the line “For a good time call….” That gave them a giggle but they explained they didn’t buy them, the city donated them.
  And, ever since 2002, the distribution of free contraceptives per person has significantly increased. NYC Health Commissioner Thomas Frieden found out organizations were limiting the number given out to each person. Finding that preposterous, he made it unlimited, along with the ease of re-ordering online (only organizations, not individuals can order them electronically). That’s e-condom fulfillment made easy.
• The power of branding: Now make safe sex sexy. According to Frieden, “more people will use condoms if they have jazzy packaging–brands work, and people use branded items more than they use nonbranded items, whether it’s a cola or a medicine even.” Marketers, you have to love when government champions the power of the brand–and it shouldn’t go without noting that one of Bloomberg’s first appointments when he took office was a City CMO. So how is NYC using branding to combat the STD epidemic?
  Soon, this fair city will hail an official condom: yep, we’ll have a city-sanctioned love glove. One idea is a subway theme with maps on the wrappers. Talk about double utility. My money is on these becoming must-have collectibles and popping-up all over eBay. But, like books, I’ll get them for you guys for free. Yes, I’m kidding.

My own suggestion for NYC-branded condom copy that I’ll submitting to the Mayor’s office? “I heart NY…and tonight, I heart you.” Do hope they take me up on it; it’s for a good cause and would make for a most interesting portfolio piece.
Now what kind of marketer would I be if I didn’t listen to you guys: if you would like to suggest your own line of copy for the wrappers, just leave it in the comments and I’ll include them with my own (I’ll credit each person for their contribution). City Hall hasn’t asked for suggestions, mind you, but I know they’ll appreciate the free recommedations from smart marketers embracing a socially responsible cause. Remember, it must have a NY slant; so it can be bold–hmm, one could say ballsy (!)–but within limits, kids.
Sexy-Sex Disclaimer: I’ve not previously published any posts involving sex; I hope I did not offend any readers. My intent is promoting socially responsible strategies as I can think of no better use of our craft than in devising clever ways to solve problems and save lives. Plus I figured you readers could use a break from all my talk about the Book Club (though I contend books are very sexy subject matter, too .

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]]> http://www.mpdailyfix.com/marketing-safe-sex/feed/ 41 http://www.mpdailyfix.com/were-open-for-biz-bookworms/?utm_source=rss&utm_medium=rss&utm_campaign=were-open-for-biz-bookworms http://www.mpdailyfix.com/were-open-for-biz-bookworms/#comments Wed, 10 Jan 2007 05:51:50 +0000 Christina "CK" Kerley http://www.mpdailyfix.com/were-open-for-biz-bookworms/ Group Review is now O.P.E.N.! While this post will give you a lot of information, over at Group Review we have FAQs and technical support standing by (yes, they, too, read the book). Once you get into Group Review and poke around for five minutes you’ll be a pro….


Think of Group Review as a BIG party (sans the martinis and mushroom puffs). And what is a big party, really? Why it’s a bunch of little parties with crowds left, right and center discussing different subjects they find interesting, or that interest them at the moment. You might want to flow into different discussions or you may want to stick to one or two. It’s up to you. Like any party, give it some time to gather momentum. Consequently, this party rocks 24/7.

Group Review is held at a community forum within the MarketingProfs site called the “Know-How Exchange” (KHE). While KHE has many categories, for our purposes we’ll stick to the “Book Club” category.
As we said when we launched, the Book Club is about sharing knowledge and bringing marketers together to focus on an exchange of ideas.
While the book informs us and provides insights, the discussions in Group Review guide us in our strategic and tactical day-to-day work. So if you start a discussion thread, please tie a theme, key point or real-world case study from the book–or the real world–to a question that you have. That way everyone benefits!
Here’s a Quick-Start Guide:

• Go to the Book Club Entry Page by clicking here.
• Log-in with your email and PW: if you’re already a member of MarketingProfs, just sign-in with your email and password, if not you can register for free.
• Start chattin’ with other bookworms: all the discussions start below the poll.

You can hop on over to Group Review now or you might want a little more information, like–
Fun things to do at Group Review:

• Take a poll: Tell us in the click of a mouse what you thought of the book.
• Load your profile: Everyone who is registered automatically gets a profile page. You can self-promote to your heart’s content in your profile. Or you can leave your profile blank.
• Submit a book review: One of my discussion threads is asking for feedback on the book. Take two sentences or two paragraphs and give us “your take”.
• Immerse yourself in a discussion–or two: Book Club is absolutely democratic in that anyone can start a discussion thread; but I encourage you first take some time to view the current discussions–you might find they’ve hit on a topic you want to chat.
• Start a discussion of your own: Just click on “Ask A Question” and seconds later–you’re live! If you begin a discussion please do check back several times during the day to see what has evolved. After all, you started all that chatting!
• Get to know other marketers: Every time you start a discussion or post a comment, your “community name” is visible. Your community name hyperlinks to your profile so you get to learn about the people you’re talking with and maybe even meet some new colleagues.
• Catch some sun by the pool: Not really–but I’m working on it for next segment!

A few items to note:

• It’s Point-less–for now: The KHE’s original intent is to be a Q&A more than a “free-flowing discussion” like we’re having. So they work on a point system that awards members. For our purposes–and for this segment–we will NOT be working with points–but we can’t hide them from view. So where you see “win points!” just ignore it. Sorry.
• Tomato/Tuh-mah-toe: I call the individual discussions “threads,” but in KHE they’re labeled “questions.” Both are correct terminology, but I want to clarify. The point is that when you start a discussion thread the feature is labeled “Ask A Question.”
• Um, is that an author in my discussion thread? Since we’ve just read their book Jackie Huba and Ben McConnell want to be able to address our questions. If a point hasn’t been hit upon they may launch a thread but they really want to focus on being responsive so you’ll see them commenting as part of the discussion, rather than asking us questions–we bookworms will be taking the lead this time .
• Group Review, like life, is but a mystery: we don’t know how long it will go and how long members will want to chat. Sure, I could declare a hard-stop date–but that would be un-democratic. It could span 3-10 days and we’ll monitor the comment frequency and discussion flow. So when the glitter fades we’ll close the threads.

We’re already chatting over there but the party isn’t the same without you. C’mon over!
P.S. Big thanks to Ann Handley (Chief Content Officer) and Val Frazee (MarketingProfs Managing Editor, as well as Moderator & Host, KHE). I’ve always said if you want to do great things–enlist 3 great women (and they are indeed great!)

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