The Quisenblog

Last week I read a post from Jay Baer (in his excellent blog, Convince and Convert) where he introduced something he called The Law of Boundless Brevity.

The Law of Boundless Brevity holds that over time, our communications will become ever truncated, shortened, distilled, condensed. Take written works, for example. Over the last hundred years or so, we’ve gone from really, really, really long books (The Iliad, after all, is a POEM), to short books, to reader’s-Digest-style summaries on web sites like www.sparknotes.com. On PBS Frontline’s “Digital Nation” a few weeks ago, college students were actually boasting that they haven’t read a “real” book in years.

Take also personal communication. We’ve gone from lengthy, hand-written letters, to postcards, to emails, to shorter emails, to texts, to 140-character tweets written to no one in particular.

Even phone calls are truncated. How many 60 minute calls have you made in the last year?  Rather than talking to people, we feel more comfortable leaving a voicemail. Many of us would actually prefer not to use our phones for voice calls.

The Law of Boundless Brevity has affected the way we consume media as well. TV news segments are much shorter, as are newspaper stories. What used to be told in a well-crafted press release can now be covered in a few bullet points on Pitch Engine.

Thoughtful argument has given way to the bumper sticker. It is rumored that Sir Richard Branson only accepts venture capital requests via 140-character tweets.

So what does this “fast food communication style” mean to marketers? Other than the obvious necessity for brevity and uber simplicity, it also speaks to the need of finding ways to communicate beyond the obvious marketing channels. How can you communicate your values without having to “say” anything? These days, demonstration trumps declaration.

Think about how your values can be communicated through package design? Through the choice of music and voiceover on your commercials? Through the color palate and graphics of your web site? Through the tone of your communications—not so much what you say but the voice you say it in. All of these less-literal elements contribute mightily to the perceived image of your brand.

A great example of this is BMW. For decades, the “intangibles” of the automaker’s campaign helped form a position that no individual communication could hope to do.

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Mickey Creative, Social Media brevity in advertising, fast food communication, Jay Baer, marketing, package design

Well, according to the judges at the annual International Cannes Advertising Festival, it is. A simple “help wanted” ad was the anchor of an integrated social media campaign for a small tourism board of a little-known destination. The campaign won three Grand Prix Awards at Cannes, the first time in history any campaign achieved such an honor.

The winning campaign was called the “Best Job in the World” and was essentially a tongue-in-cheek online job search conducted through social media for a new “caretaker” for Hamilton Island in Queensland, Australia.

The campaign achieved stunning results, including over 34,000 video entries from applicants in 200 countries, and more than 7 million visitors to the site who generated nearly 500,000 votes.

Fast Company featured this campaign as a reference in the article “6 Lessons in Creating an Effective Social Media Campaign.” They provide some good pointers, and you can read the entire article here:

6 Lessons From the Best Marketing Campaign Ever

I have to take issue with the content of the campaign, however. “The Best Job In the World” is the guy who gets to write about campaigns like this.

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Mickey New Media Fast Company, Grand Prix Awards, Help Wanted ad, island caretaker, marketing, Social Media

An important distinction to make in these days of “value driven consumers” is: what, exactly constitutes value?

There are really two types of value with which marketers should concern themselves–inherent value and added value.

Inherent value is the anticipated value of your product. Every product or service is perceived to have a certain amount of “value,” and it’s up to the consumer to really define what this inherent value is. On the other hand, there is “added value”—somewhat unexpected features or functionality to add to the perceived usefulness of your offerings.

Technically, “absolute value” can be reduced to a mathematical equation: the functionality you receive from a product or service, divided by its monetary costs to you.

If you think of value as this equation, then there are two variables you can address: the functionality, and the cost. The easy way to increase value (and the way most marketers are prone to do it) is to lower the cost, either through a direct price drop, a lower cost of ownership or discounts on your first or future transactions.

While discounting can improve relative value and may stimulate immediate sales, it is not truly “adding value.” It is a tactic to improve the relative value of your offerings in the short run, and is often done at the expense of your margins.

Before you sign off on a discount strategy, think ahead a bit and ask yourself what happens in the mid- and long-term. Have you subjugated yourself to forever being the “low cost” brand? Is this a winning strategy in your category, or does another competitor already have that position staked out? Or is this a temporary tactic to clear inventory, steal market share or give you a short-term boost in the marketplace? Are you willing to accept the “churn out” when your pricing returns to “normal?” It’s a good idea to figure this out up front, as raising prices later without adding additional value can be a tough sell.

On the other end of the equation “adding value” is exactly that: adding something of value to the customer to enhance the product’s or service’s usefulness and help separate you from the competition in your customers’ minds.

The Apple iPhone provides a wonderful example. Yes, Apple lowered its retail price, thus improving its value. But it’s the apps from the App Store—the ones that can help you find your car, comparison shop or find the nearest clean restroom—that “add” value.

So before you resign yourself to cutting prices in order to enhance your value proposition, ask if there a way to add some new kind of functionality or unexpected features that will be embraced and appreciated by customers.

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Mickey On Customers, Ramblings Branding, Consumers, Discounts, iPhone, marketing, Products, Service, Value

If you heard that a TV spot for a fashion discounter was banned by some stations, you’d be excused for thinking it was because it was deemed a bit too sexually suggestive.

However, stations in Philadelphia, Chicago, Boston, Baton Rouge, Birmingham and Seattle (Seattle?) rejected this spot from K&G Fashion Superstore for being a parody of a 911 call:

My question is, how can you not tell it’s a put-on? The transcript running over the call and the over-the-top pitch of the caller’s voice are dead giveaways. And when she pleads “He took my money and all I got was this dress,” I mean, come on.

The fact that these TV stations took it upon themselves to censor this ad because of their fear that “some folks out there won’t get it or might be offended” is a classic example of the “30% Rule” I blogged about a few months back (http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102586). In their attempts to protect “some of us,” the stations made a decision for all of us to “opt out” of this communication.

Sure, some folks might not get it or think it’s in bad taste. (If that’s the only criteria stations used, they could justifiable ban every beer, pharmaceutical and weight loss spot out there, not to mention some of what shows up on the evening news).

I’m not defending the spot on the age-old “slippery slope” grounds, or even because I think it’s a worthwhile concept. Rather, I’m bringing it up because actions like this run totally contrary to the transparency demanded by today’s media consumer.

The Internet has retrained all of us to understand that the consumer is in control. And any attempt at controlling the communication (and censorship is the ultimate means of trying to control the communication) isn’t kosher in this day and age.

Like it or not, the viewer is in control. Let her decide what’s appropriate. If she doesn’t get it or is upset by it (and some will be), let her take whatever action is deemed appropriate. But minus some sort of tangible violation of decency standards, don’t make the decision for her.

Or she might just ban you.

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Mickey Uncategorized 911, advertising, censorship, consumer control, K&G, marketing, Media, parody, TV

Hi everyone,

Here is an article I thought you might find interesting, regarding engaging moms online.

Have a great day,

Mickey

The Church-State Divide

by Cheryl Wilbur

A hot topic among editors and publishers both cyber and paper these days is how the traditional lines between content and ad messaging are being blurred. While the American Society of Magazine Editors polices the separation of the two in the magazine world, it’s been a little more like the Wild West online.As digital content matures and attracts broader audiences, increasing shares of marketing budgets and more frequent requests from advertisers for content integration, pressure is on for similar restrictions on the Web. Why? To protect the consumer, of course; to make it clear to her when she is reading “unbiased” editorial content versus “paid” and therefore slanted messaging.

Is this necessary?

When it comes to moms, the answer is, not so much. Moms pride themselves on being savvy consumers who can sniff out a poseur brand. Remember how your mom always seemed to know when you were being less than truthful? And how she said you had to behave in a trustworthy manner if you wanted more freedom? Those rules apply now that you’re all grown up and trying to sell stuff to her. You can use content to engage her, with the following caveats:

1. Don’t be a name dropper

Moms give more cred to advice from marketers than that from celebrity moms. Be the conduit for information from other moms and from your own experts, but be wary of relying on star power.

Q: How interested are you in tips and ideas for moms from the following sources online? (Answering extremely or somewhat interested):

Other moms like me, 92%
Authorities and experts, 82%
Marketers of products I buy, 49%
Celebrity moms, 19%

2. Do stick to your knitting

The marketers that have her trust have worked to earn it, by making good products, offering relevant advice within their area of expertise, and ideas that she can access on their websites. Don’t try to be the voice of authority in areas where she’s not used to seeing you.

Q: How much do you agree or disagree with the following statements? (Answering agree strongly or somewhat):

There are some companies who have earned my trust as a source of information, 83%
I’ll use advice and tips from marketers as long as they stick to their knitting; diaper companies can tell me about potty training, formula companies about nutrition, etc., 67%

3. Don’t play coy

Moms welcome tips and ideas from you, so you needn’t don sheep’s clothing to deliver them. Reach out to her with a taste of this content through appropriate web channels and leave your calling card. She’s confident in her ability to decide whether to take your advice, in fact only 9% of moms told us they tune out sponsored content.

Q: How do you feel about articles you find online that are “brought to you by” a marketer?

I’m ok with this, as long as the source is clear, so I can decide how much credence to give it, 47%
I’m wary, but if it’s on a Web site I trust, then I might read it, 17%
I’m fine with this from marketers who I know and trust, 14%
I’m happy to consider input from any and all sources , 13%
I tune out as soon as I see that it’s sponsored information, 9%

The bottom line: It’s about relevance and transparency

There is huge opportunity for marketers to share the role of content providers in the mom space — by talking about what they know best and clearly identifying themselves. Respect her, know her, earn her trust, and you’ll pass the sniff test.

The Parenting Group “gets” moms in part from an ongoing dialogue through our proprietary MomConnection® panel (www.momconnection.com), an online research community built in 2003, that goes beyond reader panels to offer insights representative of the full mom market.

The Web site serves as a 24/7 resource and “home” for 5,000 panel members, with survey results, a bulletin board, chats, press pickups of surveys and site updates. MomConnection’s vibrant online community has yielded insights leveraged by TPG, clients and agencies in over 200 surveys and polls since its inception.

Link to Article:  http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=103978

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Mickey Ramblings advertising, marketing, MediaPost, selling

When I say “beverage bottle,” you no doubt have an image that comes to mind. Maybe it’s clear. Maybe it’s colored. Maybe it is plastic, or maybe it’s glass. Maybe it holds 12 oz. or 24 oz. But chances are you see the same basic shape and form as everyone else.

Everyone except for Stephan Linfoss, that is.

Linfoss is an entrepreneur in Finland who is having us rethink what a bottle is all about. And by rethinking the bottle, we’re forced to rethink everything associated with it—from what goes in it to how it is disposed to what its role is in our lives.

Linfoss describes his bottle as being “bagel shaped.” It is round, made of clear environmentally-friendly plastic and is reusable. Plus, it functions in ways ordinary bottles cannot. It can be stacked in the refrigerator, saving space. It can be attached to a belt or purse. But the most compelling feature of the Linfoss bottle is how it connects with people.

People are drawn to it. People want to touch it, inspect it, and see how it works. It puts a smile on people’s faces. And they can’t wait to show it to others.

If I were Coca Cola, I’d buy Linfoss’s design in a New York minute, no matter what the cost. Because as soon as consumers see that cool bottle at the point of sale or in the cold box, it’s game over. This bottle could do more to affect the sales of Coke (or whatever new product the beverage maker chose to put in it) than a $20 million ad campaign.

This design is a wonderful lesson in approaching a situation with a “beginner’s mind.” Linfoss points out that specialization and insider knowledge can be the enemies of breakthrough thinking. “You don’t want to have too much knowledge of the industry as a designer,” he says. “(Knowledge) prevents you from flying high enough.”

The bottle as we know it has existed pretty much in its current form for more than 150 years. If it didn’t exist in its current form today, we very well would approach the problems of “creating a commercial beverage container” quite differently. Given the technologies and materials available today, if you were asked to design a container from the ground up, you could easily arrive at the conclusion a bagel-bottle would be far more functional than a standard shaped bottle.

If something as simple and ubiquitous as a bottle can be “evolutionized,” then you have to accept the possibility that almost anything can be. And that—the possibility that maybe, just maybe, there is another, better, more engaging way of providing the most mundane piece of our offerings—is the whiff of possibility that gives us permission to dream about what would happen if we “set our conventions and knowledge aside” and truly created.

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Mickey Uncategorized advertising, creativity, ideas, marketing, product package, radically unique

Remember that old marketing axiom: Find a need and fill it? Well, it seems the folks at KFC are taking it quite literally.

The fast-foodier recently undertook an initiative to fill potholes in the city of Louisville, KY, in exchange for the rights to “brand” its handiwork with logos over the fresh asphalt (okay, no jokes about what they really do with their leftover mashed potatoes…). The pothole stencils will read “Re-freshed by KFC,” to correspond with the company’s new “fresh” position.

Am I the only one who’s struggling to recognize what asphalt and fried chicken have in common?

This effort will generate publicity for KFC and will definitely build good will among the driving public of Louisville. But beyond the obvious gimmickery, is this considered relevant marketing? Do we really think of filled potholes as “refreshed”? And is “fresh” the first thing we think of when we consider KFC?

Probably not. While I applaud the company’s efforts to think outside the box and consider ways to build good will, it would have been nice to see KFC do something that was more relevant to their Brand Vision and added to the experience of its customers instead of just trying to get their attention.

A couple of examples of companies creating bold initiatives that are long-lasting and more relevant to their Brand Visions: Charmin bathroom tissue, which recently developed an iPhone app called “Sit or Squat” that will help you locate the nearest clean public toilet (http://www.sitorsquat.com/sitorsquat/home#). Or electronics manufacturer Samsung, which has installed free cell phone and mp3 player recharging stations at gates of major airports.

My suspicion is that sometime very soon after the next rain washes away the logos from its handiwork, the folks at KFC will ask “What the heck did we just do?” Before long the folks in Louisville will have forgotten about it, and the folks outside Louisville will have never even experienced it.

No matter how this event plays out, I hope it doesn’t deter KFC or other marketers from trying bold initiatives. It would be nice if they could do it in a way that was more relevant to their customers.

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Mickey Ramblings brand vision, Charmin, creativity, iPhone, KFC, marketing, potholes, Sit or Squat

You’re not in the business of selling a product or service. You’re in the business of creating stories. The stories of customers who do business with you. Stories they can take with them and remember the next time your name is mentioned.

Long after the purchase is over and the reason they decided to buy your product, use your service or shop your establishment is long forgotten, one thing won’t be forgotten: the story. How did they feel when they did business with you? Was it an experience that stood out for them? Was there something there that made them feel special? That made them feel like you got them?

The thing is, stories happen whether you intend them to or not (we can all recall disappointing stories, right?). So why not think ahead and see if there’s something you can do to create a story that is not only unique, but will have the customer talking about it in her circle for days, months or years afterward.

Here’s an example of helping to create a memorable story:

It is a video of a flight attendant named David who works for Southwest Airlines. He was able to take that boiler-plate boarding announcement we all try to ignore on every flight, and turn it into an opportunity for engagement with the airline, and a story that will be remembered by passengers and passed on to others.

If you want confirmation that this created a memorable story, just check how often this video was viewed on YouTube. Or, simply just check out the burned out businessmen in the front rows joyfully participating in the rhythm section.

Southwest didn’t script David. Nor did they tell him he had to do this. But here’s what the airline’s execs did do: they understood that their real business wasn’t the airline business. It was the hospitality business. They might not be able to control departure and landing times, weather delays, FAA requirements and the surly TSA folks who make you take off your shoes and dump out your shampoo. About the only control the airline does have is what it does to engage passengers while they’re held captive in a metal tube 35,000 feet in the air. As such, they hire the most outgoing, entertaining, people-loving folks they can find, teach them a little about running an airliner, then set them loose to surprise and delight.

And create stories.

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Mickey On Customers, Ramblings advertising, customer service, marketing, selling, Southwest, Spokane

What could be more ironic than this? A so-called digital media “expert,” who when sent to present to a Fortune 500 company on social media, gets bit on the butt by…you guessed it…social media.

It happened recently when an executive named James Andrews from Ketchum in New York posted an unflattering Twitter entry while en route to present to the worldwide communications group at FedEx in Memphis, Tennessee. Andrews tweeted:

No doubt Mr. Andrews was playing to his buddies back in New York. But this particular microblog blew up in his face. Turns out a FedEx employee found it online and forwarded it up the ladder to much of the FedEx corporate brass. The shake out was swift and sure. To say Mr. Andrews presentation was not well received would be an understatement. And I wouldn’t be surprised if this 24 word entry costs Ketchum a major piece of business. At the very least, it would make any thinking executive question the agency’s “expert status” when it comes to social media.

This is a great lesson on the power of social media and the Internet. Once you put something out there, it’s out there, for all eternity. It’s sorta like being overheard at a cocktail party, except there are 80 million people who might have heard you, and your conversation is recorded for all future guests, in case they missed it.

These days, anything you say online (or anything that is said about you online) is a simple Google search away from everyone. And we mean everyone. Your customers. Your employees. Your co-workers. Your boss. That account you just pitched. That employer you just interviewed with. Your second grade teacher. Your cousin in Wenatchee. Everyone.

So maybe you oughta think twice before putting those drunken photos from Cabo on Facebook. Or sending that vitriolic rant to the local paper in support of marijuana decriminalization. Or, in Mr. Andrews case, making disparaging remarks about the hometown of one of your key clients.

To sum it all up, you are what you post.

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Mickey New Media advertising, marketing, microblog, Social Media, Spokane, Twitter

With apologies to George Costanza, not all shrinkage, it seems, occurs in the swimming pool.

These days, it’s happening on supermarket shelves. A lot of manufacturers, being pressured to control costs in a soft economy, have decided to “down size” their offerings. Boxes of Kellogg’s Corn Flakes, for example, are 2.4 oz. lighter (down from 14.5 oz. to 12.1 oz.). A tub of Country Crock is 6% smaller than it was a year ago. Even boxes of Girl Scout cookies are leaner and meaner this year.

And in a move that is sure to cause math teachers the world over to pull their hair out, a “pint” of Haagen-Dazs is now 14 oz. (not 16 oz.).

“Micro-sizing” products is not on its own a bad idea. If anything, it’s a creative way to avoid raising prices in a market with unstable commodity prices. The problem is that by not being transparent with us and telling us what they’re up to, these companies seem like they’re trying to pull one over on us. I get the sense that once the decision is made to downsize their SKUs, they hold their breath and hope nobody notices. But trust me, someone will notice. And if it happens to stick in their craw, you can bet it’s out there in cyberspace. For proof just go to http://incredibleshrinkinggroceries.com/.

Seeing a web site that points fingers and names names should have all of us asking the question: if we’re going to micro-size our products, or make any other significant changes to our products, would we rather customers hear it from us or from some ticked-off housewife from Poughkeepsie?

By acknowledging that our customers are important stakeholders in any product or marketing decisions we make, it becomes a no-brainer.

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Mickey On Clients, On Customers marketing, micro-sizing, product package, Spokane