Google Voice Pre-launch; Forbes Seems “Google-Confused”

090803 NewsweekDespite the fact that Newsweek boldly claimed that the recession was over, it’s really not: On July 31st, Verizon Wireless reported a 21% decline in profits, which, as we all know by now, means massive lay-offs. In this case, 8,000 more employees, the largest lay-off since the GM debacle.  And just to keep things on the up-and-up, Verizon has already cut 8,000 jobs in 2009. It’s my guess that Verizon employees are thinking that the recession lives on…

So, not only must we disseminate information gathered from online sources, it would seem that we must do the same for magazines, newspapers, and TV newscasts; nothing can be taken at face-value.

Which brings me to Forbes and their haphazardly scattered reporting on Google. In the past 10 days, Forbes has printed stories ranging from Google being on top of the SEO game, to comparing Google to newspapers, printing a story titled, “Why Google Won’t Last Forever.” Forbes either does not understand Google’s business plan, or they’re simply pounding out headlines to gain readers. In a single week, they reported the Google demise story and a separate story on how Google Wave and Android will revolutionize telecommunications, e-mail, chat, blogging, archiving and file uploading.

voice-logoBy now, most people have heard of Google Voice, although relatively few know what this new offering will provide. Luckily, I signed up to test Voice, and just received my “approved” email, so I’m not certain what it does either…but I’m eager to find out. Google Voice, formerly known as GrandCentral, was a company that Google acquired in 2007 for just over $50 Million. Despite the nearly two-year wait, the bugs have supposedly been put to rest and the service is ready for beta testing. Below is Google’s video explanation of Google Voice.

Google Voice has a singular main idea: “one phone number for all your phones, for life.” This single phone number will, in essence, combine all your phone numbers, including cellular, office, home, vacation home, etc. To use the service correctly, the phone number provided by Google Voice will be your main phone number. Depending on the party calling, Google Voice will route the call to the appropriate telephone, or even ring all of the phones simultaneously. Thus, calls coming from family members can be set up to ring your mobile and home phone; business calls, depending on how easily you want to be found, can ring both your office and your cellular (or your office, cell, home and vacation number). If your Google Voice number receives a text message, it automatically routes to your cell phone.

Google has also enhanced the original service by adding a transcription service which transfers all of your voice mails into text which users can then append, adding notes or tags for future searching. Voice will also include a friend setting, which routes calls from designated people straight to voicemail, home phone, cell phone, etc. Users can access Google Voice via computer or telephone, and the system tracks all received calls, missed calls, text messages, placed calls, and will even record phone calls. Although not “live” at this time, Google Voice and Gmail will be fully integrated in the future, providing a single source point for all personal and business communications. As an added benefit, if you happen to receive a text message while on your computer, you can simply use the Google Voice interface on your computer to respond.

Google Voice includes a teleconferencing feature for calls of up to 6 people, plus the ability to record the teleconference. International calls can be made at about the same rate that Skype currently offers.

As for costs, with the exception of International calling, the service is very affordable: It’s free.

With Android, Wave, and Voice all nearing release stage, it would seem that Google’s position is where it’s always been…in front of the competition.

Jeff Louis: Strategic Media Planner, Brand Project Manager, blogger and aspiring writer. To contact Jeff, leave a comment or find him on LinkedIn or Twitter.


Cellufun: First Ever Mobile PSA

CellufunLogoAs technological capabilities expand, so do ideas…or vice versa. In either case, we seem to witness ideas that break the “traditional mold” on a regular basis. Cellufun, a mobile social gaming community, is launching the first Public Service Announcement (PSA) campaign over a mobile, or cellular, network. It is an idea that breaks conceptual boundaries.

Known as “The World’s Mobile Playground, Cellufun is teaming with the American Society for the Prevention of Cruelty to Animals (ASPCA) and the Christopher & Dana Reeve Foundation and will feature in-game advertising as well as user-donation opportunities to the two charities via their mobile phone.

Cellufun is a virtual world where people are able to meet, play games, and shop…all via cellular phone. Available on any phone with a data plan, consumers are able to access Cellufun globally. Cellufun partners with diverse mobile operators and media companies to deliver entertainment and mobile marketing solutions.

Cellufun mobile clients will be able to purchase Superman Tags for their online avatars; profits from the tags will go to the Christopher & Dana Reeve Foundation.

“We think this is a fantastic opportunity to extend our presence into the mobile space,” said Peter T. Wilderotter, president and CEO of the Christopher & Dana Reeve Foundation. “This is a unique chance to be part of a robust online community where people can show their support for our real-world efforts by purchasing an item in their favorite virtual world.”

There are currently 7 million-plus users of Cellufun, spending an average 7 hours per month connecting with friends, playing games, and shopping for virtual products. On average an active user will be on Cellufun nearly 7 hours each month, which equates to more than 220 million monthly impressions.

ASPCA_logoThe ASPCA ads will be featured in “pet games and activities,” with a company-estimated value of $10,000 per month in free advertising.

“We are thrilled to be partnering with Cellufun for this unique campaign” said Jo Sullivan, Executive Vice President of External Affairs for the ASPCA. “By bringing the ASPCA straight to the mobile devices of millions of users, we will be able to dramatically increase awareness of our mission and the vital work we do every day to save animals’ lives.”

Cellu-la

By introducing the world’s first mobile PSA campaign, Cellufun hopes to raise awareness and secure donations from its users for worthwhile charitable endeavors. With a large user base, the company hopes to help non-profits reach a wider audience by bringing them into the mobile medium.

“Cellufun’s social games—such as Mobile Pet Online and Cellufun Farming—provide not only entertainment, but the perfect venue for raising social awareness by partnering with leading charities and non-profits,” said Neil Edwards, chief executive officer of Cellufun.

The company plans to expand the first-ever mobile PSA campaign to include other charities in the near future.

Jeff Louis: Strategic Media Planner, Brand Project Manager, writer and blogger can be reached by leaving a comment or on Twitter and LinkedIn.


Brands and Products So Smelly They’re Priceless

smelly-armpitsApproximately 80% of a corporate, or brand, identity is defined by either sight or sound. Yet, out of the five senses, these are but two. Although debatable, smell may be our most powerful sense (others argue that it’s sight). Without smell, our sense of taste is diminished because smell and taste combine to define flavor. Smell is invaluable for detecting danger such as a fire, or easing into a state of calm such as aromatherapy.

The sense of smell is so powerful that memories long-past are instantly recalled when a particular odor is encountered.

“A certain smell can invoke the memory of a particularly good time or remind us of a time when we were at our worst. Smells help make up our everyday lives. The wearing of body fragrances is just one of the ways that people present themselves to the world.”

noseDue to its ability to affect us, marketers and advertisers can strategically use a particular scent to build (or reinforce) a company, brand, or product image in the consumer’s mind.

Singapore Airlines, an early-adopter of Scent Marketing, incorporated a single smell into its branding efforts to aid in forming positive consumer associations with the brand. Martin Lindstrom, author of Brand Sense, attributes the addition of this scent to the airline’s marketing arsenal as the defining difference that led Singapore Airlines to rank as one of the “most important brands.” The airline has garnered a 5-Star Rating, won “Passenger’s Choice Airline,” “Airline of the Year” in 2007, Travel & Leisure’s “Best Airline” award in 2008, and the “Top Customer Satisfaction” honors in 2009.

Rolls-Royce-Phantom_Coupe_2009_800x600_wallpaper_01The sense of smell is already so ingrained with certain brands that when that scent is unwittingly altered, consumers take notice. Rolls-Royce consumers, who invest anywhere between $100,000 and $500,000 per car, lost their love for the Rolls-Royce brand in the 1990s, claiming that the newer models did not meet the high-quality found in legacy models. This surprised the automaker; it had not made any significant changes to production methods other than upgrades in safety and technology. Technically, the new cars should have been better than the older models. The automaker invested hundreds of thousands of dollars in research and, in the end, determined that the differentiating factor was scent. Rolls-Royce then took one of its elite models, a 1965 Silver Cloud, and analyzed the Rolls-Royce smell. The researchers determined that over 800 elements combined to form the fragrance. They duplicated this branded aroma and incorporated it into every new car built from that point forward, indicating the luxury carmaker’s dedication to its brand:

“Today, our brand means more than engineering excellence. It is a standard of quality across all our activities. Our brand guides our actions and behaviors and the way we present ourselves to the world…”

Many other companies also use Scent Marketing. GM, for instance, began adding scent to the leather of its Cadillacs in 2003 (ironically, Cadillac just announced it would be launching a fragrance line to celebrate its 100th birthday with GM… certainly it isn’t using taxpayer bail-out dollars). Sony and Samsung have already instituted scents for their company stores. Also, luxury hotels are investigating various fragrances that will create an emotional connection with their guests.

Lindstrom, in a widely distributed research paper, highlighted that “… 99 percent of all brand communication today is focused on two senses: what we hear and see. In sharp contrast, 75 percent of our emotions are generated by what we in fact smell”.

Although Scent Marketing is not quite accepted as the norm for marketing practices due to the difficulty of measuring ROI, it is beginning to gain respect for its ability to evoke deep feelings between companies and their consumers.

scentmktinstuteThe Scent Marketing Institute provides both companies and individuals “an independent resource for understanding and leveraging the power of scent applications in business and public environments.” The Institute offers everything from newsletters and suggestions for Scent Marketing programs to benchmarking standards and ROI measurement programs.

Jeff Louis: Strategic Media Planner, Brand Project Manager, blogger and aspiring writer. To contact Jeff, leave a comment or find him on www.linkedin.com or www.twitter.com.


Sharpie Confessions: A Life-Long Obsession

LOGOOk, ok. The world now knows about my secret Sharpie obsession, or at least all the customers and employees at my local Staples. There it was, a behemoth of Sharpie infatuation, a display with every color you could imagine – teal, sky blue, navy AND in various tips of fine, medium, broad. Could it be? Or was just a mirage?

Ever since my first days of creating art, the Sharpie has been my best friend and we have created some good times and great ideas together. Now my wildest dreams have come true with all the colors of the rainbow to choose from. Sharpie’s new product line and communications tell me one thing: it must be listening to its audience. With a website full of ideas, tutorials, contests, and opportunities for the fellow Sharpie-obsessed, it is deepening loyalty within consumers.

What can we learn from this? Taking our brands and tapping into the true connection they have with their target is key to communication and innovation. Sharpie could have pushed the brand’s connection with meetings, boardrooms, and diagrams, but instead chose to tap into the root emotion – the love to create. Bravo Sharpie!

Jinean Robinson is a CCIO (Chief Creative Infections Officer) who has been in the communications industry for over 8 years, specializing in creative strategy and implementation, 360 branding communications, and brand development. Join her at http://twitter.com/germllc or her firm’s website at http://germonline.com.


You’re Not on Twitter Yet?

twitterIt’s out there and everyone’s talking about it. It’s been proven to give companies an edge on competition and the ability to form a bond with customers. So why aren’t you involved in social media yet?

As a freelancer in social media, I’ve noticed that there are numerous corporations that are still not involved with Twitter, Facebook, or anything on the Internet beyond a website and an email. This is, in essence, what it would be like when everyone started to advertise on the television when it was first invented and a company simply ignored it and kept to the “old school” ways of handing out fliers to people. Although it is important to respect the more traditional ways of advertising, you must also incorporate the new to properly promote and advertise your company and brand (my fellow Beneath the Brand blogger Jon Leung agrees – check out his post Marketers’ Dilemma: Facebook or Twitter).

The best thing about social media – it’s easy and free. At the moment, I recommend starting with Twitter because, as I’m sure you’ve heard, it’s becoming more and more similar to the dot com boom (i.e. don’t be the last one to figure it out).

Look at Twitter this way: imagine all your customers coming together on a daily basis and talking about topics that pertain to you and your company, thereby spreading even more information about your company and gaining more recognition and consumers.

Let me use a company as an example that I am currently involved with: Dolphin Blue, Inc. Dolphin Blue helps businesses go green through its office supplies. If you thinking of promotion from a networking standpoint, the first thing you would do is to find a group that matches your interests, in this case, any green groups that deals with the ecosystem or world health. You would then attend the group sessions, meet people who have those same interests, and start conversations with them about your company. Twitter is exactly like this, only on a much larger scale.

After creating a Twitter account, log on to www.search.twitter.com and search (#green) for people talking about green issues. “Follow” them, re-tweet things they’ve tweeted that you agree with and *poof,* people will start following you, re-tweeting things you’ve posted, and, most importantly, become aware of your services. And thus, networking and building your business starts on a national level. The more people you meet, the more people who talk about you and your company.

Within four hours of Dolphin Blue publishing its Twitter account, it had six mentions and 26 followers! On day two, those numbers grew to 14 mentions and 93 followers. Imagine how many more people it’ll reach within the next week, month or year.

I think Griffin Farley of 22squared said it best. “Don’t plan for the ones you reach, plan for the ones they reach.” It’s all about who you know, right?

Megan Green is a freelance propagation planner who has had her work published on PR News Wire, as well as many other outlets. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.


Media Consumption Patterns: Reaching Teens

86653-TeensDid you hear the one about the 15-year-old who decided to run his own study on the media consumption patterns of teenagers? It’s quite the research… er… story… lesson.

Ben Kellogg of Group SJR forwarded me the article after we had spoken about an entirely unrelated subject. To be quite honest, I didn’t jump right on it… my laptop had died, losing files, email contacts, and programs. I just kept resetting the email reminder. Until today.

no-tvMatthew Robson, a 15-year-old intern working for Morgan Stanley, conducted a media study called “How Teenagers Consume Media.” The conclusions caused a bit of an uproar, mainly because one teen does not represent all teens. Yet, it could also be said that the overall observations coincide with many teen media habits. The teens I know, for instance, would rather be online than in front of a television. Either that or doing both… watching TV and surfing the Web, interspersed with texting. Although there is absolutely no statistical backing for a survey of one, we can draw some general inferences from Robson’s writing.

General conclusions for the study include:

  • Most teenagers are not regular listeners to radio, instead opting for online streaming services
  • Most teens watch television, but frequency varies by season. Additionally, now that TV shows are webcasted as well, there’s less worry about missing an episode
  • Teens do not read traditional papers because “they don’t have the time” (I am sure they have the time… it’s just that papers don’t rank highly on the priority list)
  • Console gaming, interestingly, is not of interest to teenagers… and the main factor is cost. Costs for consoles and games are beyond most budgets; however, multi-player, interactive online games are popular
  • The Internet is where teens interact socially, conduct research for school, create videos, IM, and otherwise connect to others… except for Twitter. Matthew states that teens do not use Twitter*
  • Teens love music, but are not paying for it
  • Viral marketing is enjoyed and supported by teens
  • They do not use directories unless it’s online, etc.

*According to the graph below from Sysomos, teens comprise 30% of Twitter users:

sysomos-twitter-agebargraph

This is directly in contrast with Robson’s assessment.

But hey, he is 15 years-old, and while he may be intelligent, his judgment is missing the crucial benefit of time. However, Morgan Stanley should not be lacking in the judgment column… or, in retrospect, maybe that’s exactly what they are missing…

Jeff Louis: Strategic Media Planner, Brand Project Manager, Writer & Blogger. Unlike the all the other blog writers for Talent Zoo, Jeff is cute and nice. Tweet him @jlo0312. Just kidding about the nice part.


Losing Money to Keep Relationships

partnerI am going to use an example involving polar bears to start out this conversation on agency/client relationships. It may seem like non-converging subjects, but it will come around.

I like polar bears. I don’t want to own one or anything, and I’m not part of the PETA-Elite, but as bears go, they seem like simple animals to me… and I like simple. For example, we have documented evidence that polar bears attack and kill humans. My simple advice? Steer clear of polar bears, even the ones at the the zoo.

PolarBearAttackYet, polar bears are an endangered species. Thus, there are organizations fighting for their survival. Noah Wyle, an actor from the TV show ER, is the World Wildlife Foundation’s spokesperson for the “Save the Polar Bear” campaign. The advertising spot began in December 2008.

Unfortunately, every time I see the commercial, I say to myself, “I can’t believe they’re asking for money at a time when people are losing their homes.”

Yes, it pisses me off. Polar Bears won’t be receiving a check from Jeff Louis very soon. The vital point is that I have now formed a negative brand association with the WWF subconsciously, even though it has done nothing wrong.

I also wonder why the responsible agency hasn’t had the foresight to mention the possible negative aspects of asking for money in our current economic climate. Even if the spots are free of charge (PSAs), is the WWF willing to risk its brand for the sake of a single message? The polar bear’s won’t be extinct tomorrow… why not hold off a bit until things improve?

This is the point where client/agency relationships are defined. Is your agency a true partner, or is it simply a paid service provider?

Think about the differences for a second:

  • A partner has a vested interest in the relationship — its success stems from the success of those it serves
  • A service provider conducts business by taking orders and providing service — its success is based on $$
  • A partner would rather keep a relationship than commissions from a TV spot
  • A service provider is interested in the bottom line; there are other fish in the sea
  • A partner would say, “The economic climate has changed. I think we should reevaluate.”
  • A service provider would never voice that thought

True partnerships are forged by a mutual commitment to honest, often merciless assessment of what is best for the brand and the business, even if it means losing a few dollars along the way.

Jeff Louis: Strategic Media Planner, Brand Project Manager, Writer & Blogger. Unlike the other bloggers/writers for Talent Zoo, Jeff Louis is both cute and nice. Contact him on Twitter @jlo0312. Just kidding about the nice part.


Uncertain Economy: Separates the Cowards from the Lions

nullIn tough economic times, history reveals that the most successful businesses not only keep their hootspa, they take it up a notch. These days, sadly, many companies are making blind cuts in spending or running for the hills for cover, but giants like Trader Joes, Burger King, and even Jim Henson took a chance and got their start in uncertain times.
The absolute worst thing a business could do in these economic crises is cut marketing costs. I mean, does it really make sense when you need business to cut the one thing that gets you business? CEB (Corporate Executive Board) reports that 90% of companies that blindly cut sales, marketing, overhead, etc don’t maintain savings for more than 3 years. Now that doesn’t sound like sound decision making.

Some thinking says that the market will determine the direction on it’s own and if there really were opportunities out there, others would have already seized them. But industry articles reveal how market leaders like Whole Foods, Southwest Airlines and Macys have smashed that theory.

So whether you are looking for employment, new customers or new opportunities…do yourself a favor and don’t be a pansy…step out there boldly, take chances, and don’t make decisions based on fear.

Jinean Robinson is a CCIO (Chief Creative Infections Officer) who has been in the communications industry for over 8 years, specializing in creative strategy and implementation, 360 branding communications, and brand development. Join her at http://twitter.com/germllc or her firm’s website at http://germonline.com/


Don’t Sell Just Sell It, Noit It!

online_shopping2Can you feel it? Probably not…it’s much like the spin of the Earth. E-v-e-r  s-o  s-l-o-w-l-y, we’re being herded by unseen forces swirling about; price, comfort, security, and laziness. Why fight the crowds or the traffic when it can be done from home? If you don’t have to leave the house, then don’t.

Massive online sites such as Ebay and Amazon make shopping online simple. Well, prepare to add another couch magnet to your arsenal: NoitWorld.com.

Before you ask:

In the US Military, the term “NOIT” is used to describe something as “cool” or “hip.” This Military slang term served as the impetus for the creation of this website, which combines the variety and diversity of a true online marketplace with the cool, hip world of social media.

NoitWorld, launched on June 1, 2009, heralds itself as the  ”newest, coolest, and most consumer friendly online marketplace for buying and selling new and used merchandise. Although I have never used the site I did peruse it extensively. Very simple to navigate, users have the ability place products  in more than 100 categories, such as Anything Goes, Motorcycles, Cars, real estate, etc. Depending upon the item being sold, ads are posted for 30 days and are either free, $20, or $25 per ad. The site is actually global in scope although most items listed currently are from the US or Mexico.

Noitworld.com, however, is not “just another sales site.” It is the first site of it’s type that allows users to re-post listings on social media sites like Facebook, Twitter, MySpace, LinkedIn, and more. Todd Foret and Sean Legros, both of Yuma, AZ, developed the sites unique strategy:

“With so many internet users spending a majority of their time on their social media sites, it only makes sense to provide a buyers and sellers market that can interact with these sites,” said Foret.

Although “in business” for just over a month, there are plenty of items available, from a classic Styx CD to a beach home in San Felipe, Mexico. As the economy doesn’t seem to be immediately bouncing back,  maybe it’s time to start “Noiting” all stuff.

Jeff Louis: Strategic Media Planner & Brand Project Manager for B2B and B2C clients, he is fascinated by innovation in the face of adversity, branded creative that is on-strategy, and past participles. He can be contacted via  Twtter or LinkedIn.


Burger King’s Ad Campaign: Ignorant

Burger KingAnother faux pas from the now controversial brand, Burger King. This time, instead of offending an entire country, it went after an entire religion. Burger King’s latest ad release includes the Hindu Goddess Lakshmi sitting in front of the new “Texican Whopper.” The tagline is ‘La merienda es sagrada’ – the snack is sacred.

It seems as though Burger King has taken the “even-negative-press-is-still-press” approach to its advertising strategy because, as Ad Age eloquently explained, “…It’s easy to assume that it was planned: Particularly “edgy” work is sent abroad with the expectation that it will soon reverberate on American soil, accompanied by lots and lots of news coverage.”

Ad Age goes on to discuss ad agency involvement and the debate of who did what and who’s affiliated with which campaign, but quite frankly, I think that all are responsible. Whether or not Crispin was involved overseas or another small agency was contracted by the franchise, the point is that the entire brand suffers. Truly. It’s clear that Burger King has lost control of its brand to a point that it’s now globally hurting consumer loyalty. That, or Burger King has the absolute worst brand positioning plan.

The ads were created in an attempt to increase sales. As CNNMoney reported, an increase in sales does not mean an increase in profit. So, what logic is there in creating campaigns that will discourage buyers faith in the brand by offending them? The fact of the matter is that as a straggling brand attempting to follow in the shadows of the golden arches, you DON’T TOUCH RELIGION. Anyone heard from Mel Gibson lately? You’re not just offending that religion, you’re offending anyone who believes in religious respect.

What should we expect in the next ad, Burger King, swastika fries?

Rena Prizant is a Copywriter, Ad Creative and mammal in the Chicago area. Visit www.RenaPrizant.com or @WriteLeft.


Burger King’s Ad Campaign: Smart

Burger KingTalk about shock and awe.  No corporation over the past few months has produced ads as controversial and interesting as the self-described King.  Unlike its previous outrageous ad, its aim here is not gratuitous sexuality.  Instead, BK goes straight for the cultural throat – satirizing sacred religious imagery.  Brash, offensive, over-the-top?  Absolutely.  Entirely successful?  Yes, and let me tell you why.

First of all, this was a calculated risk.  Released in Spain, where Hinduism is a minority religion, it ran little risk of creating major backlash.  The threat of a national release only encouraged BK.  Had the ad run in India, it would come across as an overt attack on Hindus.  In Spain, it’s only a comical ad that perhaps went too far.

Secondly, the proof is in the numbers.  Burger King reported a 1.6% increase in sales in May.  So, despite the outlandish, offensive nature of the ad/apology campaign BK has run the past few months, its numbers are increasing.  An established product , BK isn’t likely to attract copious amounts of new customers through trendiness.  It can, however, absorb the consciousness of the consumer base and attract from there.

Thirdly, there’s enough humor to the ad that many, if not most, people will at least get a mental chuckle out of it.  The sense of self-deprecating humor the ad portrays strikes a chord amongst many of the Seinfeld generation.  The notion that a Hindu deity would declare fast food a sacred snack packs plenty of sardonic humor.

I would not be surprised to see BK run controversial ads, apologize, run them again, and apologize ad infinitum.  Whereas in many cases an over the top approach can back fire upon a company, Burger King has the right confluence of circumstances for this to be a highly effective ad campaign.

I do like my eggs and ham, Sam I am.

Dan Davis is a Freelance Writer carving out his growing resume, specializing in copy writing, and subjects from sports to the arts.  Contact him on LinkedIn.


Stickercards: Simple Change May Change Biz Card Industry

guy K faceAs most know, I’ve been writing about innovation in the face of adversity; our industry’s changing, the economy’s sucking the breath out of  good companies, and, according to PricewaterhouseCoopers, the bubble won’t break until at least 2013. That’s four years of this. Tired of the bad news, we thought that we would task this highly creative industry to either show us your stuff, or keep your mouth shut. Talking the talk is easy. Prove to us, and the industry, that you’ve got the creative mojo and win some free publicity.

It doesn’t have to be “ads” or “campaigns.” It could be your business model, an engaging strategy, how you changed the way you purchase media, social media tactics, recession-proof tactics, or even a small, “Hmm, I wonder…” question that turn into a creative leap. Something like what Guy Kawasaki, owner of Alltop, just engineered.

Alltop gives its clients, prospects, vendors, and friends both business cards and business stickers. However, Guy admits that while he freely gives out cards, he’s reluctant to hand out stickers to promote the brands because they could be used to deface property; plus, he did not want to “burden” others with his branding efforts. And there is always the chance an Alltop sticker might end up plastered on the toilet of a rank rest stop on I-70. Can you say, “negative brand association?”

alltop-fullThen he had an “A-Ha” moment: could the business cards and business stickers be combined? He emailed one of his friends, who happened to own StickerGiant, to find out. He asked this friend, John Fischer, if a business card could be printed on the back of a sticker, and if anyone had done this before. John answered that, yes, it could be done but, no, it had never been requested. So, Guy requested his friend to check into it.

Writing on Open Forum, Guy describes his thought process:

“Psychologically, a stickercard is a powerful concept. By applying the teachings of Robert Cialdini, I hope that it engenders reciprocation and consistency. That is, since you’ve given someone a cool sticker, the person feels like they should reciprocate by sticking it somewhere visible. (Did you donate money to Hare Krishna because one of its followers gave you a flower?) Then, once the stickercard is stuck, the person is more committed to the company, product, or service. That stickercard on laptop is a declaration to the world that they like the what it stands for. To be consistent, they must stick to their positive opinion of your company, product, or service.

picture-2The process, or how the idea comes alive, doesn’t have to be a masterpiece. It’s the idea that matters, and whether or not it works.  At any moment, Guy Kawasaki could have stopped and said, “This is stupid.” Instead, he followed through. His tweet tonight stated that the stickercards was his best idea ever.

His best idea ever… and he’s had a lot of ideas. To take it a step further, the first thing he did with his new “invention” was share to it, which speaks highly of his character. He sent out the tweet and a link. StickerGiant made a video. And the stickercards went from idea to product in a week. Be warned though, StickerGiant charges $500 for 500 cards. At least Guy has character.

If your company has something that makes “the cut,”  send it my way. Until that time, leave a comment… it will raise your social media score.

Jeff Louis: A Strategic Media Planner and Brand Project Manager for both B2B and B2C accounts, he is fascinated by past participles, brands, and innovation. Please contact him on Twtter or LinkedIn.


The Best of the Worst

canneslionsAfter Cannes and all the recognition many commercials and agencies have received, I feel it’s only fair to nominate five commercials that are on the other side of the spectrum. Usually, I like to write about advertising commercials or campaigns that are noteworthy, but lately, there seems to be a lack of stellar campaigns (besides the few I’ve outlined in past postings and, of course, at Cannes).

Due to this lack of creative advertising commercials, and the plethora of horribly bad ones, I managed to poll a few people about which ones make them want to change the channel the most. Here’s a list of the top five.

5. Five Dollar Footlong, Subway
Although the business concept of a $5 bargain meal is great and has caused numerous other restaurants to follow suit, the commercials are becoming annoying and missing creativity. Having different “customers” sing the theme song makes it seem as if this ad agency was procrastinating and threw this together at the last moment. Does it make me want a sandwich? No, it makes me wish I have TiVo to fast forward through it.

4. Volcano Taco Wedding, Taco Bell
First, as a woman, this commercial makes me so angry. If groomsmen showed up to my wedding sweating profusely, I would hurt someone. But, back to the point, I understand it’s a hot and spicy taco, but is it necessary to overreact to the point where it’s ridiculously stupid?

3. Toasty Torpedo, Quiznos
In the words of a fellow YouTuber, ”What was Quiznos thinking?” This commercial is beyond racy. I’m sure everyone agrees with me when I say, “Enough with the sexy sandwich campaigns!” I’ve noticed that the commercial has since been changed to something more family-friendly, but that doesn’t mean we all don’t notice and realize Quiznos messed up. Even YouTube has a montage of Scott saying, “Put it in me.”

2. Somebody’s Watching Me, GEICO
The pile of money with eyes is driving me nuts. The song alone will be stuck in your head for days. I do have to say that I absolutely love the commercials for Geico with Flo, but a pile of money that follows people across the country chasing after cars? *click* Change channel.

Drumroll please… and the worst commercial goes to –

1. The Young and the Wireless, Verizon Wireless
This one doesn’t really need an explanation. My friend said it best when she said, “Who was the executive that approved those commercials?” Not only is this commercial void of being catchy and interesting, a two year-old could have come up with something more creative.


R.I.P. to the King of Endorsements

MJToday we say goodbye to the King of Pop, Michael Jackson. Over the next few months, the general public will dissect all things MJ — what will happen to his three children, and what his musical legacy will become. I’m more interested in is his impact on the advertising world.

Until 1984, it was virtually unheard of for a superstar to endorse products on TV, until Pepsi inked a $5 million deal with Jackson, paving the way for future deals with Madonna, Cindy Crawford, Ray Charles, and Britney Spears. In fact, Jackson’s relationship with Pepsi was so successful that brands such as Buick, American Express, Cover Girl, and Jell-O also pursued celebrity deals, elevating those brands to unseen levels of popularity.

The Pepsi-Jackson deal also broke creative ground — at the height of “Thriller,” Jackson rewrote “Billie Jean” to create a version specifically for Pepsi, rather than sing the original jingle, thus taking the concept of branding to a new level. The Wall Street Journal credits Jackson for breaking barriers that gave way to iPod commercials starring Coldplay as well as car commercials featuring indie rock songs that have yet to get radio play, but are sure to be the next big thing.

Not bad for a kid from Gary, Indiana, huh?

Photo Credit: the Associated Press

Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.


Advertising is Irrelevant?

noAdsHeeAdWeek and Harris recently released a poll asking those not involved in the advertising trade what they thought of advertising’s “relevancy.”

The results show that most find that our jobs, as a whole, are rather irrelevant.

Advertising’s down, no doubt, and now Adweek’s heaping salt on the wound!

Well, Mr. and Mrs. America, let’s look at a life without advertising. A life of relevance.

TV staticFirst of all, without advertising, we would not have free access to television. Advertisers in essence pay for the shows we watch by running commercials. By the same logic, the web in that state would not be as comprehensive as the one we experience now. Radio would be a paid service with subscribers. Programs and shows with relatively lower ratings would be immediately slashed since they would no longer be able to support themselves.

The cultural art form of advertising would be lost.  The circle of life would be disrupted.  Just as life influences advertising, ads influence culture.

Without advertising, creatives would be cubicle-bound and non-imaginative. Serious. Boring. Sex would not sell, and neither would honesty. No one would fight for the cause. PETA would consist of two guys fighting for animal rights, and no one would care. Animals wouldn’t be cool to wear. Or not wear. Or own.  Times Square would be dimly lit. Your favorite beer would be just “BEER,” as the term ‘generic’ would dominate store shelves. Color would be sparse. Trendsetters would be trend-less. No brands, no logos, no icons or spokespeople. No sexy models, sexy shows, or suggestive commercials. We wouldn’t know who to vote for, or why. Four hour erections? Who’d need the pills, let alone use them? No body-image, no silicone implants, no tummy-tucks. No Jon & Kate. Michael Jackson would just be another singer. No Hollywood trailers, stars, starlets, tramps, red carpets, or blockbuster openings. No E! TV, no TMZ. No Paris, Lindsay, Nicole, or reality TV. No Tila Tequila.

No PSA’s warning that your brain on drugs was scrambled. Or that kids shouldn’t smoke crack and that crack kills. Rather than axing the marketing budget first, corporations would axe employees. And that would be just fine, because there would be no PR effort, no big news story, therefore no downside.

Life would go on, but it would be bland and tasteless. Twitter, Facebook, YouTube and MySpace: no need for them.

Take a picture of the Cold War-era Russia and apply it to a life without advertising. Cold. Drizzling. Muddled.

The link to this study is now unavailable.  Was the issue so unimportant that Adweek pulled the article? Or was the study published on the wrong day?

Luckily, I printed it:

In an AdweekMedia/Harris Poll last month, respondents were given a chance to say they don’t feel strongly about the industry one way or another, and nearly half of them took it. Asked to characterize their overall impression of “the advertising industry in general,” 47 percent said it’s “neither negative nor positive.” Predictably, those with a negative view of the business (9 percent “very,” 28 percent “somewhat”) outnumbered those with a positive view (2 percent “very,” 15 percent “somewhat”). (The total exceeds 100 percent due to rounding.)

If such numbers count as not-so-bad news for the ad business, responses were less positive on the question of whether consumers find advertising relevant to their lives (”By relevant,” Harris told respondents, “we mean how it connects to things that are ongoing in your daily life”). Given the effort put into aiming the right ad at the right target, the numbers here were pretty lackluster. Eight percent of respondents said advertising is “very relevant” to their lives, and 42 percent said it’s “somewhat relevant.” Thirty-two percent termed it “not that relevant” and 14 percent “not at all relevant,” with the rest unsure.

Can you say “OUCH!”?

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.


Digital Television… Buzz to Bust

TVAntenna-194x174Much anticipated, the switch to Digital Television, or DTV, finally took place on June 12, 2009. Despite over 1.5 years of warning, many found themselves with no programmings that fateful day. The original switch date of February 17, 2009 was pushed back due to the “lack of preparedness” of over 10% of US households. The whole effort to switch to DTV, according to the Federal Communications Commission,  began on January 23, 2001.

Eight years of planning, $10 billion dollars invested, and you’re now looking at it. Whew! Glad that’s over. Reminds me of Y2K.

Yet, it’s not really funny. Especially for the 1,700 broadcast stations that spent their money to upgrade to the new TV1 digital equipment, and then to wait patiently for the change. It arrived in February,and then the digital implementation was delayed. It arrived again in June as the cut was finally made.The money invested by the stations was to be recouped via the use of additional signals. Each broadcast station has been given its core channel, which currently carries the signal, along with 5 additional signals that “piggyback” on the original.The additional signals are actually sub-channels, capable of carrying additional programming. For instance, if a viewer wants to watch an “all business, news and weather” version of his or her local NBC affiliate, the station can theoretically satisfy this niche. Geographic areas with high Hispanic indices can have access to Spanish sub-channels.

BusinessWeek reports that there are areas of the country already utilizing DTV’s capabilities, but the others have run into a major stumbling block: the economy.

ION’s Qubo airs cartoon programming for kids while ION Life focuses on health and fitness. NBC offers its local stations a sports channel and just launched a New York City news channel. MGM aims to partner with local stations to offer a movie channel, and entertainment service LATV offers bilingual programming for young Latinos.

Here’s the problem: The cable, satellite, and phone companies are loath to distribute programming that is largely untested and may compete with their own channels. What’s more, the recent switch to digital TV coincides with a punishing recession. Local TV advertising fell 28% in the first quarter from the same period in 2008.

It is not a question of “if” the stations will use the expanded bandwidth, but a question of “when.” There has been speculation that the added sub-channels will be used to send TV programming straight to computers and cell phones, further integrating TV, Online, and Mobile platforms.FTClogo

Either way, it looks as if it may be a while before the dollars flow out of DTV at the same rate they were invested.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.


Take a Vacation and Let Chevron Take Care of the Gas… or the Car

RevisedGasQQLast summer, the price of gas skyrocketed through the roof. At one point, in Chicago, the cost to fill up my little car was $4.60 per gallon for premium. Thankfully, the price cooled down as the recession heated up, leaving lower prices for gasoline and less buying power for the dollar. Hmm.

Although prices have risen somewhat this summer (at least here in Chicago), it doesn’t seem to have quite the impact. This is partly due to the absence of media coverage that pounded the cost of gas into our heads every day, just to let us us know how bad the situation had become (and I’d like to thank the media for that). This year, the media has moved on to focus on the economy, Iran, Obama, and other “newsworthy” items.

Yet, with the economy slumping, travel plans for the summer are being cut short, or just cut out altogether. Don’t the economic forces know that now is when we most need a vacation? Obviously not. However, there’s one company that does.

logo_Chevron1Chevron announced the Summer Road Trip Giveaway taking place now at stations nationwide, and ending on July 12, 2009. Entrants not only have a chance to win free Chevron gas for a year, but also new cars, hotel stays, GPS units, and Chevron gift cards. There are 40,000 prizes in total, which means that plenty of them remain.

To enter, go to a local participating Chevron station and pick up a game card and register to play online. After entering the game card code, the winners will be notified via e-mail. In addition to the instant prizes, entrants can also join in the Chevron Car Hunt Contest. Using online clues, users are to track down hidden “virtual cars” in various cities. The person that tracks down the highest number of virtual cars in the least amount of time is eligible to win a 2009 Chevy Corvette 1LT Coupe.

For updates on the Summer Road Trip Giveaway as well as prize winners, follow Chevron on Twitter or go to chevrongiveaway.com. More information on Chevron is available at Chevron.com.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.


Teen Does Back Flip in WheelChair: HowStuffWorks.com

HowStuffWorks_logoHow does White Collar crime work? What if the safety harness on the roller coaster broke? What are 10 inventions we use daily that was first used at NASA? How does WiFi operate? Who is Aaron Fotheringham?

Aaron Fotheringham is the seventeen-year-old athlete featured in HowStuffWorks.com’s online and television ad campaign in support of the popular website. The spots have been released on YouTube, and will also be seen on TV starting this week. And, it’s not who Aaron is; it’s what he does:

Aaron, born with spina bifida, and dubbed with the nickname Wheelz, lives in Las Vegas, Nevada (which may play a part in his penchant for taking risks). One day, while his brother and friends were dropping into empty swimming pools on skateboards and BMX bikes, his brother suggested that he “drop in.” Although nervous, Aaron took his first “wheelchair drop” into the pool.

He’s now known as the inventor and pioneer of an extreme sport called “Hardcore Sitting” and competes in BMX racing. Against cyclists.

He’s been competing alongside BMX bikers since 2005 and has more than 10 corporate sponsors. He won the trophy at the BMX Intermediate Vegas AmJam 2005 Finals and spends about 30 to 40 hours per week practicing the sport he invented.

In mid-2006, Aaron became the first person in history to complete a back flip in a wheelchair. On Halloween, 2008, Guinness Book of World Records certified Aaron as the sole inventor and performer of the wheelchair back flip. No one has duplicated his feat. There is a section on HowStuffWorks.com devoted to Aaron Fotheringham and his journey.

Along with the sponsorships, the accolades, and the TV appearances, he’s launched a website, AaronFotheringham.com, and was awarded $20,000 by the FOX reality TV show “Secret Millionaire.” The money will help form a company that teaches other children in wheelchairs the sport of Hardcore Sitting.

This is the second ad campaign HowStuffWorks.com has launched and builds upon the highly successful “Scuba Cat” campaign launched this time last year. The new campaign also features a skydiving car, with both video spots centered around the theme of “Keep Asking.” The spots ask all types of questions, along with a voice-over, “For expert answers to the world’s great questions, go to HowStuffWorks.com.” The tagline “Keep Asking” demonstrates the ability to utilize a single execution to capture a full range of emotions and tackle a wide array of topics.

Preston Kelly, headquartered in Minneapolis, provided the creative juice that powers the campaign.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.


Below The Radar: Active International

Active InternationalWhat do you call a company with agency capabilities that is not an agency, but only offers “agency services” as part of a whole range of other services? Enter Active International, a “Corporate Trading Company.” If your company happens to be within the Forbes Top 1000, you may know it by name.

Not me. While talking to them on the phone, I felt like a complete idiot. Active International has made significant media buys, ranking them with, or close to, the top media spenders in the industry. Not only did I not know what it is, I had not the slightest bit of familiarity with its business model.

So, feeling like a dolt, and yearning to find out how uninformed I was compared to my peers, I sent e-mails out to a number of my contacts to see if they had heard of Active International. Out of twenty, sixteen came back negative. The last four did not reply. Feeling a bit better about myself, I started to do a little research that led to my understanding.

Active International functions as a corporate trading partner. Corporate trade is loosely based on the concept of barter, exchanging one commodity for another much needed commodity. Barter sounds relatively archaic; something used in feudal economies. Corporate trade, however, is commonly used in many companies among the Fortune 1000.

EXAMPLE

42-17073705Megalithic Foods has a line of products that is doing very well in the market. However, its Rhino Buddy Crackers, in production for the last two years, isn’t very popular and the factory has been operating poorly. Thus, Megalithic plans to shut down the factory and take a loss. At this point, Active International enters and assesses the situation. It looks at the distressed assets (the factory and remaining inventory) and determines if there is a potential for redistribution. Let’s say that in this case, the potential exists, and Active makes an offer to Megalithic Foods to take the factory and the inventory.

If the offer is approved by both parties, the deal is finalized and Active acquires the distressed inventory. In Megalithic’s accounting books, the income is listed as a “trade credit” to be used as needed. After employee wages and benefits are paid, the next largest expenses for corporations are advertising and promotion. Megalithic decides to pump up its ad expenditures via the trade credits. Luckily for Megalithic, Active International has an elite team of media professionals available to easily implement a large-scale media buy.

How large? Past transactions show that Active International has placed spots in high profile shows and special events such as the Super Bowl. Although it continues to acquire assets, it has evolved into a diversified marketing and business solutions provider.

Active International is not only able to provide its clients with a solution to a problem, but it is also available to reinvest those trade credits where the client needs the most help, including media, supply chain, storage, etc. This is a fantastic example of a company that has based itself in solutions, and not problems. Foresight and progressive thinking enable them to provide clients with services an agency cannot: fulfilling one goal while eradicating another.

If you’d like to find out more, there are websites available that will provide basic information, such as Corporate Trading Tips. Adweek also ran an article regarding corporate trade that can be found online in its December issue, called “Tricks of the Trade.

Or, contact Active International directly via its contact page.

Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. Reach out and touch him: www.linkedin.com or www.twitter.com.


The Friendship Model: Brandon Murphy at 22squared Gives the Down and Dirty

22squaredAdvertising and marketing have taken new directions with the recent integration of social media and consumer advocacy. Agencies have been forced to rethink their ideas and strategies to reach their consumers. One such agency, 22squared, has done just that with the help of its SVP Director of Brand Marketing, Brandon Murphy.

I had the opportunity to catch Mr. Murphy on the phone this past Friday and ask him about the company’s model, The Friendship Model: How to Build Brand Advocacy in a Consumer-Driven World.

“I think that basically it’s an approach for brands to build advocacy. When we first introduced this thing, it was mostly an internal thing, and actually still is. In essence it was an internal way to focus the agency on what marketing was about today, what a person does to make and maintain a friendship, earn enough respect, and I guess enough attractiveness for a consumer to advocate for them like a friend would advocate for a friend,” Murphy said.

Murphy says one of the hardest questions companies face when creating campaigns is the question, “How do we build advocacy?”

“A lot of times it comes down to not what you say but what you do,” he said. “How can we get the customer to interact with us. Your next customer could turn into your next 10 customers. It’s a pretty simple idea.”

Griffin Farley, senior brand planner from 22squared, has a great saying for this: “Don’t plan for the ones you reach, plan for the ones they reach.”

How can this model help an entire agency? I listed those questions and responses below:

Megan Green: For people now looking for work in progressive ad agencies, why is it important for them to know about advocacy, social media and word of mouth?

Brandon Murphy: The simple reason is because that is how brands are growing now. Brands aren’t growing by increased awareness, they are growing with people talking about them…that’s how people are choosing products and what brand to use.

MG: Media Planners are specialists at reach and frequency. Are those still important skills to know when advocacy is the end goal?

BM: I think there is always going to be a critical mass of people you have to reach to keep your brand afloat. You look at our agency, it’s not like we don’t do media plans, it’s just that we’ve changed how we do our media plans and how we engage the customer. For media planners, the one thing is that it is no longer about buying space and just calculating reach or frequency, it’s about getting opportunities for the customer to talk.  Media planning has gotten to get more strategic and inventive to get messages to customers.

MG: When you brief Creative Teams, does the Friendship Model help them get to a better creative deliverable?

BM: The Friendship Model does a few things. First, it gives a sense of direction in work and strategy. We always still do the right things in understanding a customer and how a brand can fit into a customer’s life. The key thing is to think entirely around a problem and all different ways to solve it. Sometimes it’s something really cool or something simple. We’ve looked back and told a client, “it’s not a TV campaign you need, but it’s an associate campaign,” like we told Buffalo Wild Wings and Lincoln Financial. Second, [the model is] something else that makes them work better, it forces you to figure out what the brand’s purpose is. If a brand has a purpose beyond just selling something, as a customer you’re more likely to invest in it.

MG: Has the Friendship Model helped your New Business Team win accounts or peak interest among search consultants? What feedback do you hear from them?

BM: Well the good thing about the Friendship Model is that it really does help filter out clients that are right for you and clients that aren’t right for you. The client typically hates it [the model] or loves it. It’s a nice screener for us and prospective clients. It really puts ourselves out there and we’re really passionate about building advocacy.  Also, search consultants really like it. Search consultants are tasked with bringing agencies that bring in business. With this model we can focus on the things that bring in sales. We can tell them how much they can expect to increase sales given an increase in advocacy or reach of other people. That’s really been super attractive to some consultants.

MG: Does the Friendship Model help Account Service strengthen the relationship with the clients? Do clients value the philosophy?

BM: In two ways. One, it’s kind of a gut check for us. The way we act and the people in our agency – it creates a pretty high road for us to walk in terms of being passionate and doing the right thing. You know, it’s interesting if you think about the relationship between friends, it’s not all nicey-nicey and how can I serve you. It’s real. It gives us a nice path to travel on how we build relationships with clients. Two, it most importantly gives our clients something to circle into. Clients always have business goals, but doing it through a filter of building relationships and advocacy gives the client a way to lead that they hadn’t had before. Most of the Friendship Model is based on what we currently do for our clients. It feeds the development on how to win over customers and act differently than other brands, like Publix Super Markets, Inc.

MG: Finally, as Director of Brand Planning, what skills do you look for when you hire Account Planners that want to work for 22squared?

BM: Planners have to be insatiably curious and really, really good at writing and getting ideas across to people. Those two things are core building blocks for planners. Something else we look at is planners who are always able to take a different look at things than most people. Whenever I hire a planner, I make sure they are not only smart, but smart strategically and creatively. Our planners are much more active in participating in the creative. We look for planners that understand how to engage a customer and not just about bringing a message but about where we engage, how we engage, and the content and value of the brand. Planners are provocateurs by nature. At least we want them to be. We want them to cause people to look at things differently. They need to be the glue that holds people together.

Want more information on The Friendship Model and what it means? Check out this video that 22squared put together, “I Love Blank”, or Brandon’s white papers.

Megan Green is an advertising and marketing professional published on PR News Wire, as well as many other outlets. She specializes in social media and is currently looking for a full-time advertising position. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.