Community

Hey, thanks, I really appreciate it!

Craig

Not that I'm intending to make this a self-promotional AMA blog, but we conducted a survey of job seekers in the AMA Job Board two months ago that found a similar sentiment, but with a rougher application than the one Lisa suggests.

(Note: I manage the AMA's Web site and Job Board).

In summary, "what have you done for us lately?" means companies are wondering why they need a high-salary strategic executive full time. The top level talent comes in on a short term role to develop the product launch plan. Then the barely-out-of-college kid executes the plan in a paint-by-numbers fashion.

It's not the career path many marketers expected or prepared for.

A short article on the survey can be found at Splintering of the Marketing Career Path (http://www.marketingpower.com/content98632.php).

I am a marketing/advertising coordinator for a medical journal and would like to know about classes/seminars on marketing and advertising online mostly.

Thanks very much

Sue: Assuming you mean education you can get online regarding marketing and advertising (as opposed to information on advertising and marketing via the Web, such as online job banks), I would point you in the direction of the library of Web seminars that the AMA has banked at the MarketingPower.com site. If you go to the main Web site, on the left-hand side there's the "AMA Webcast" option; click on that for a list of topic areas, and the options drill down from there.

Also, have you joined any or several of the AMA's Shared Interest Group listservs? They're pretty active and often act as virtual advice-giving sessions for marketers with a question.

As for other sources of information, considering your employer, I'd consider consulting the Society of National Association Publications and/or Society of Scholarly Publishing for some information directly related to your set of advantages, challenges and work politics. Even if your journal isn't published by a non-profit, you'll likely get some specific advice from these corners (tho you may have to be a member to get it).

And, finally, wherever you're based, I suggest checking out whatever might be available regarding regular meetings of local marketing/advertising organizations (particularly AMA, of course). Online marketing/advertising is a regular program topic and you'll certain meet other people who have the same challenges and some advice.

Good luck!

Lisa M. Keefe
Editor, Marketing News

I agree. There is no such thing as customer service. Some of the things that have happened or been said to me over the past few years have been outrageous and I can't believe people would treat anyone that way, let alone a customer.

What about the stupid people in the city of Boston? It seems that none of the other major metropolitan areas had a problems with this promotion.

And yes, this type of publicity is perfectly suited to the ATHF demographic.

i'm of the mind that one of the charateristics of being a customer is having choice. when we have no choice or alternative, i'm not sure we're customers of public sector entities. as customers, the way we hold those we do business with accountable is by being to withholding our business. when we deal with public sector entities, village governments, schools, IRS, etc.. we have little or no choice and we have no significant way of holding them accountable by witholding our business. there is little or no reason for public sector entities to deal w/ citizens as though we are really "customers". we aren't. we are paying for their goods and services whether we like them, approve of them or use them.

I think it is wrong to accuse Bostonians of over-reacting. In this day & age, it is good to hear that residents are aware of their surroundings and of the quick response of law enforcement. Hanging unidentified electrical boxes near public transit it just plain thoughtless.

A good friend of mine told me about this incident before I had heard the reports. He immediately informed me of the time and channel of Aqua Teen Hunger Force because he just "had to see what this show is about." This ad campaign was moronic and horribly organized. But it has been said that there's no such thing as bad press. I guess there's no such thing as bad advertising.

I would say there is a clear distinction between the two and a strong need for marketers to be able to separate them.

Segmentation is based on statistical data (men, age 30-40, who drink coffee before 10am).

Stereotyping is based on a common characteristic shared by a majority -- perhaps a characteristic of a segment (men who drink coffee before 10am are happy people).

Being called a 'suit' is a stereotype, in my opinion. In our society, "suits" are usually those who have the appearance of having some sort of unconfirmed power (the employees all asked, "who are the suits?")

I've never heard of a regular Joe (or Jan) being called a suit just because they wear a suit or sit at a desk all day.

My $0.02.

Good blog... keep it up you buncha suits ;)

Lisa - Perhaps it's the rainy day in Georgia, but I'm having difficulty taking the leap from a TV commercial that might have been politically incorrect to a stealth campaign that was poorly planned. Seems like comparing apples to oranges or cartoons to cars.

Michael:

You're right, but I have to wonder: Isn't a common characteristic shared by a majority (such as men who drink coffee before 10 a.m. are happy people) worthwhile psychographic data? If not, then what sort of psychographic data are marketers really looking for ... and how valuable is it?

I do not think that these are new skill sets, just the evolution and modernization of existing practices. Previously businesses interacted with consumers solely through print and radio; with the widespread adoption and availability of the internet, you now have companies creating blogs and podcasts. Instead of the company acting as the sole advocate of their brand, you now have social media and citizen marketers spreading the message (good or bad) about your products. The education and principals involved are not changing, just the distance from the marketer to the consumer and the time involved for content to become public. However, where does this leave the “old-school� marketers and what is their place in the industry? I think the onus is placed on the “old-school� marketers to not only become aware of and welcome this shift in the industry, but to also learn from and look to the “new-school� marketers within their organization and industry who are on the frontlines of these changes. Although, this is, a two-way street and the “new-school� marketers must continue to look to their “old-school� peers, as no matter what enhancements technology has brought us, the principles are still the same.

A different approach to this question is that marketers need to grasp new tech opportunities (i.e.: online social, video, etc.), understand how they can work both for and against a brand, and then help to educate business leaders.

One of my clients is a large dot-com in the tech arena. The C-levels have no clue as to what RSS is, what a blog is, etc. That's just sad for an online company -- and they aren't alone.

For us to push new ideas to these clients isn't possible until we first educate them on these new opportunities.

Lastly, online marketing isn't measured in the same way that a billboard or a radio ad is measured. It's going to be important that old-schoolers get a grip on just how precise online marketing measurement can be when executed properly. If they don't get it, but their clients (or bosses) do, they're toast.

Those C-levels better understand quickly that this is not just a shift in the way marketing is done but a wholesale shift in marketing altogether. It's irrevocable. It's just surprising that so many marketers still have not discovered - let alone accepted - this shift.

Toby: It may be raining in Georgia but surely it was the snow that got to me. My comparison was meant to be more in the ways the two companies reacted to the circumstances--one, Cartoon Network, overreacted, in my opinion, but one executive stepped forward and put a face on the situation, and took responsibility. GM, on the other hand, issued a release through a spokesman, but made no effort to humanize the company while in a defensive position. As consumers come to expect more interactivity, more interpersonalization, with all the elements in their lives --- companies, brands, each other, marketers --- I believe they will reject that sort of traditional corporate stand-off-ishness with greater and greater prejudice. GM needs to figure out what time it is.

#1 Ignorance

A recent survey (also reported in Marketing News) by Market Tools, reported that nearly 80% of marketers have no clue what Web 2.0 is.

Even if the marketer is convinced of the value of Web 2.0 tools, convincing the management is whole another story.

I agree with Deborah, in part. Yes, the graphic choices for logos and signage are important. It's what draws the eye, and entices buyers/shoppers to take a second look. But the larger issue, especially for Forth & Towne, is exactly what Deborah points out: they never found their niche--and for a very good reason. They never had one. The fact that they wanted to appeal to a diverse audience is exactly the opposite of a niche market strategy. So, in a sense, they were working against themselves.
Graphics, colors, font style are all important (you have only one chance to make a first impression) but there has to be something more to convert that attracted shopper into a customer. There has to be a consistent, compelling message; a reason to buy. The shopper has to feel that "this is the place where I'll find what I need." And that applies for nearly every category you can think of--even B to B categories. This is what keeps advertising and marketing professionals in business.

As far as Target's business goes, I know they've lost mine (what little they had to begin with). It's those same ads that have driven me from Target. I think they're pretentious and rather unapproachable ... but that's just me.

I think the caveman commercials are great. They are a dry humor that only fans of Curb your enthusiasm or Seinfeld seem to find funny. I hope its lasts and can if as mentioned by another blogger they go with a similar format.

Not much longer I hope, enough is enough. I've seen too many 'cave man' ads. Maybe one was okay, but I don't think it should have evolved into a series! I would rather see the talking Gecko.

The Cavemen show will succeed "IF" they follow in the Seinfeld format, a caveman show about nothing...

let's hope not for long

seems to be pretty much dead already

depends on the writing. If it's really good (remember Seinfeld), it could be a big hit. However, just looking at the tv ads, I don't give it high marks.

I prefer the lizardb, but the caveman can work with better scripts and more outlandish scenarios, bolder is better

The caveman premise is comical and plays into the whole tolerance issue in America. I don’t think there’s any better foundation for comedy than that that allows us to laugh at ourselves, without being offensive to a particular ethnic group! The writers for this show will have an abundance of material to work with and the show will last as long as they’re successful at identifying the social parallels while maintaining the neutrality a caveman lends.

I really am missing the concept all together - I know it is supposed to be "so easy a caveman could do it" but if the caveman is living like modern man than what is the point? Hope they are gone soon...

Even if it is reminiscent of Seinfeld, I don't think it will work. Seinfeld worked because we could all associate ourselves with the characters at one time or another. I think trhis will only work if the comic premise focuses on steretyping and bigotry, more like All in the Family.

The first couple commercials were funny. But, this is funny for 30 seconds. A pilot TV show would last perhaps 45 seconds.

A lot of people I know feel the same way. It seems you can't go in Target without buying a lot of shiny things that you don't really need, but they're presented so well in the store it just can't be helped. It's fun to go there, but I think the ads could capture that a little better. They do seem a little pretentious, as the previous commenter said.

The Caveman commercials are aimed at men aged late teens to mid thirties. I, being the target group, think the commercials are hilarious. My wife, not being the target group, thinks they're dumb. The commercials will be around for as long as its target group wants more, not a second longer.

Do Not Mail Opt-Out Law would be fair to everyone.

The proposed recent "Do not mail" is an Opt-Out law. Only those not desiring advertising mail need opt-out. Anyone desiring advertising mail can do nothing - and continue to receive it. Why deny those wishing to avoid advertising mail the power to do so?

I do not consider handling unwanted advertising placed against my will on my personal property to be a civic obligation!

The US Supreme Court said in the Rowan case in 1970, ““In today's [1970] complex society we are inescapably captive audiences for many purposes, but a sufficient measure of individual autonomy must survive to permit every householder to exercise control over unwanted mail. To make the householder the exclusive and final judge of what will cross his threshold undoubtedly has the effect of impeding the flow of ideas, information, and arguments that, ideally, he should receive and consider. Today's merchandising methods, the plethora of mass mailings subsidized by low postal rates, and the growth of the sale of large mailing lists as an industry in itself have changed the mailman from a carrier of primarily private communications, as he was in a more leisurely day, and have made him an adjunct of the mass mailer who sends unsolicited and often unwanted mail into every home. It places no strain on the doctrine of judicial notice to observe that whether measured by pieces or pounds, Everyman's mail today is made up overwhelmingly of material he did not seek from persons he does not know. And all too often it is matter he finds offensive.�

Furthermore, the Supreme Court said, “the mailer's right to communicate is circumscribed only by an affirmative act of the addressee giving notice that he wishes no further mailings from that mailer.

To hold less would tend to license a form of trespass and would make hardly more sense than to say that a radio or television viewer may not twist the dial to cut off an offensive or boring communication and thus bar its entering his home. Nothing in the Constitution compels us to listen to or view any unwanted communication, whatever its merit; we see no basis for according the printed word or pictures a different or more preferred status because they are sent by mail.�

We need a nationwide “Do Not Mail� law to create a one-stop, convenient place for homeowners to give senders the aforementioned affirmative notice that we do not want certain kinds of mail sent to our homes.

http://www.newdream.org/emails/ta19.html

Signed,
Ramsey A Fahel

US Postal Service won’t let you refuse mail.

If the US Postal Service would abide by its own rule, each homeowner could easily stop junk mail from getting into their mailbox by putting a written notice on their mailbox expressing their preference.

The US Postal Services practices are supposed to be according to the Domestic Mail Manual (DMM). The DMM contains provision 508.1.1.2 that says, “Refusal at Delivery: The addressee may refuse to accept a mailpiece when it is offered for delivery.� I interpret this rule to mean that if a homeowner wants to refuse an unwanted mailpiece (i.e. junk mail), the homeowner can do so when the mailpiece is offered for delivery. More to the point – refuse it before it is put into the mailbox!

In practical application, since the postal carrier comes to homes at different times each day, the homeowner cannot be waiting at the mailbox to dialogue with the mail carrier about each mailpiece. The only realistic way to interpret 508.1.1.2 therefore is that the homeowner should post a notice on the mailbox telling the postal carrier about the homeowner’s preference. The notice to the postal service must be specific and unambiguous. For instance, a homeowner should certainly be able to write, “No mail that is not addressed to the Jones� because that does not require the postal carrier to make a subjective judgment. On the other hand, it would not be acceptable to write “no junk mail� because the definition of “junk mail� is subjective and the mail carrier cannot decide.

Unfortunately, the US Postal Service has written to me that they will NOT honor a notice refusing mail, not matter how specifically it is worded, because the postal carrier does not have time to sort through the mail at my mailbox to pick out the pieces that are not addressed to me. Therefore, the US Postal Service is passing their sorting and disposing task onto me by putting all the mail they want into my mailbox, even though this seemingly violates 508.1.1.2.

Since the U.S. Postal Service will not abide by 508.1.1.2, homeowners need to stop unwanted mail at the source (i.e. by blocking the sender from sending it). We need a nationwide “Do Not Mail� law to create a one-stop, convenient place for homeowners to give senders notice that we do not want certain kinds of mail sent to our homes.

http://www.newdream.org/emails/ta19.html

Signed,

Ramsey A Fahel

The duck is lovely

Nobody likes "junk mail," but one person's junk is another one's treasure. Given the anti-spam laws and the no-call lists, what's a marketer to do? If they ban all direct mail, it would be restraint of trade, violation of freedom of speech, and several other important tenets of American freedom and commerce--and this from a card-carrying liberal!

I would hope that, if Congress were foolish enough to pass some kind of "no-junk-mail" law, there would be law suits up the wazoo. If it ever came before the Supreme Court, I would hope it would be nullified.

"Do Not Mail" lists are idiotic.

Legislature cannot even stop e-mail spamming which is a far more devious and destructive form of marketing than direct mail.

Direct Mail is already being "filtered". It cost money to direct mail. Spamming direct mail to people with little or no interest in the product or service just ruins the overall return on investment of the marketer and will have it's own consequences.

The load E-Mail spamming puts on the system is far more destructive. Force e-mailers to pay 5 cents per mail recipient and watch the spam drop 90% or more. Then perhaps the hostility will drop about direct mail once people get less clutter in their marketing lives.

I think its about the brand, but also about the experience that each one creates at the time when it's been drunk. Maybe in a concert, probably on a birthday's party, or when someone met the love of his life. Whatever is the situation it has to be present the brand in that particular experience.

I agree! We need to market healthy eating to our children, but to OURSELVES as parents as well. We are trying to figure out the source of the childhood obesity epidemic, but one big factor is clear and in the mirror. Currently, 78.2 percent of men aged 40 to 59 in the U.S. are overweight or obese. Since children model their behaviors after, and learn from their parents, why would there NOT be a childhood obesity epidemic!

Lynne Eldridge M.D.
Author, "Avoiding Cancer One Day At A Time, practical advice for preventing cancer"
http://www.avoidcancernow.com

Preach it sister!

Green. Never cared for the term because it conjurs up images of tree-hugging environmentalism--obviously an image I would not want associated with my firm.

I happen to disagree with you about the term "Solutions." Many software companies that provide both software AND (professional/consulting) services find this word an excellent description of what they do for clients. The word "software/product" is too limiting, as is "Services". Solutions fits perfectly and is widely understood among the client market.

The fact that there is no SIC code for this category is more a function of the fact that the SIC codes have been out of date for at least 50 years.

Good response on the solutions point Dana. The root of the matter is more a combination of laziness and deceit. Marketers (this is a generalization so don’t take it personal) have contributed to the increase in cynicism in our society about marketing messages.

Blogs, wikis, and the My Spaces of the world are popular in part because the messages of capitalism’s institutions are viewed as self-serving and at times corrupt. Thanks Enron and WMD.

As marketers continue to use the asterisk in their promotions, (*see really really small print just to make sure you understand that after my happy words are done you are going to get hosed) more individuals will disregard everything marketers say.

So unique solutions are so mundane it really doesn’t matter anyway. The school of marketers that will prevail in this decade are those that allow all sides of an issue, product, service (er yes and solutions) to be discussed. Honesty and candor will be rewarded. Those marketers and CEOs that attempt to hide behind the cloak of vague rhetoric (lies) will be found on the miscellaneous pile.

I discuss these issues on the Marketing Edge podcast, www.providentpartners.net/blog especially the interview with Nomi Prins author of the book Jacked. Once you get to the blog, just search Prins in the Podzinger box to the left.

I’m also interested in interviewing other marketers or business professors on this topic of honesty in marketing. You can email me at amaruggi@providentpartners.net Yes, I am an AMA member in the Minnesota chapter.

I must say I agreed with you all the way. Wiki is something I use for curiosity and nothing else. Its like an animal in the zoo. I look at it, I even pay atention at details but I know its not the wild animal in the jungle.

I couldn't agree more about the overuse of the word "solutions". The word makes my skin crawl every time I hear it or read it in an advertisement. While the word is applicable for a small minority of companies, such as computer software/consulting companies as previously mentioned, it is vague and holds no meaning for most companies that like to jump on the bandwagon of marketing buzz words. The fact is, unless a company who provides "Technology Solutions" provides every conceivable solution to every conceivable technological need, then the word is useless fluff and says nothing about the products/services provided.

I agree! Have you heard of any groups that are making waves in the industry? Do you think the idea of the Community is one that will stick?

What are kids eating today that we weren't eating 30 years ago? Are more processed foods containing partially hydrogenated something and high fructose corn syrups? What are kids playing that we weren't 30 years ago? Kick the can, Buck Buck, street Nerf football? Or XBox 360? Did Proposition 2 1/2 put the kabosh on any after school sports programs and more activity? I don't know where to put the blame, but I do know there is a LOT we can do to overcome it.

It comes down to parents. It seems that too many of them do not take the time to deal with their children. I see it with my stepchildren. We are working too much. I know I am.

Corporations should develop - not abuse or treat as charities - the poor of the world. Taking advantage of 'low labor'markets or giving away computers to the poor of the world is not a solution to global poverty. CSR when used to market products to people who clearly cannot afford them because those same companies are paying them $5 a month for slave labor is the worst form of abuse.

Educate, develop and integrate poor people into the economic machine called corporate globalization and perhaps it will be embraced ...and hopefully it will begin to make a difference in giving people the opportunity to rise above abject poverty and corporate slavery.

Michael - Your point is well taken; there is no question that marketers ignore "the bottom of the pyramid" -- a term referring to the huge market represented by the world's poor (see C.K. Prahalad and Gary Hamel's 2004 book, "The Fortune at the Bottom of the Pyramid"). It seems that one of the effects of globalization is to make the millions who've existed on the margins of markets, much more central to them. This issue is not merely one of selling to the world's poor, but recognizing a radically changed economic model coming to the fore - one where the poor have new access and an ability to participate in global economic activity, like never before. So with new economic viability (thanks to game changers like micro-finance and outsourcing, etc.), we're seeing a sea-change in countries like India and China, where a variety of factors have come together to create huge surges in economic growth where previously there was, well, poverty.

Here in the U.S. the green movement is mostly a middle and upper-class phenomenon because it's linked to lifestyle and lifestyle marketing. But marketers need to see beyond such trendiness and become aware of a shift that’s much more profound: the understanding by many - including the poor- that there are more environmentally safe and above all cheaper ways for people to do things like light and heat their homes or power their vehicles.

The CSR movement is about a new logic - a new model for conducting business. As soon as marketers understand that the draw for consumers is not just environmental and social correctness but rather the excitement of using business innovation and technology to solve basic problems such as our dependence on expensive and destructive energy resources, to improve healthcare and cure disease, to make home-ownership possible for more people (thanks to the use of new, cost-effective building materials and solar power), etc., etc.

The poor and struggling lower-middle class in this country as well as others around the world will increasingly be the beneficiaries of CSR and green innovation - and this of course represents a potential bonanza for those marketers who catch the wave early.

THis is great information -- and very timely, too. As marketers, we should be paying attention to the Hispanic marketplace. It is growing by leaps and bounds, and while the Latino mobile video market may be small today, I'll bet it will be HUGE soon.
Thanks!

Yes. We're seeing it too esp with the advent of tools like 'personal analytics' where Sales folks can send out email blasts and track response rates (all without Marketing! :O )

For example, I heard a pitch from SalesGenius.com and their whole spiel is exactly about empowering Sales and making fewer, more qualified calls. Sounds more than a little bit interesting.

Bob

“Based on intuition OR rather on pure data and analysis?� – This is a perfect example of black-and-white, ei-ther-or, binary thinking. Such thinking is a bane of marketing. (See, e.g., “Counter-Intuitive Marketing� by Kevin Clancy.)

The answer is BOTH: analysis AND intuition.

The best guidance to innovations is supplied by Akio Morita, a wizard of successful innovations: “Carefully watch how people live, get an intuitive sense as to what they might want and then go with it. Don’t do market re-search!�

As to data, there is much talk about them. But WHAT data in particular are supposed to help one in innova-tions? Data supplied by formal questionnaire-based survey? Or insights supplied by one’s search for the most im-portant marketing questions, such as:

How do people buy products in this category?
How do they use it?
What are the selling points in this situation?
What are the most typical objections?
Are there some prejudices concerned with this category?
Dozens of client-oriented questions.

To answer them one needs marketing thinking.

In my book “Marketing Thinking� (available at Amazon.com) there is a section on faulty reasoning and dogmatism prevailing in marketing, or rather pseudo-marketing.

Some excepts:
“A practical marketer should be aware of one hazardous thing: in an ocean of products and companies, you can find cases of whatever, including mutually excluding ones…
A curse of pseudo-marketing is its dogmatism. Theodore Levitt: “The problem with the marketing concept is a persistent tendency toward rigidity. It gets dogmatized, interpreted into constantly narrower and inflexible pre-scriptions. This is dangerous because of marketing’s centrality in shaping the purposes, strategies, and tactics of the entire organization.�
Marketing dogmas have various origins. But practically all of them are based on a misunderstanding of the Client: his values, his behavior, his resources, his buying procedures, and his decision-making.
One way of shaping a new dogma is elevating something specific to the general, making a rule out of an ex-ception. In the marketing literature, there are hundreds of statements that claim universality, which in fact only re-fer to a specific situation and do not work in other cases…
Many dogmas come from black-and-white, either-or, binary thinking. One example is so-called emotional marketing, which considers that all buying decisions are guided exclusively by emotions.
Some dogmas are pure invention, wishful thinking, or pseudo-science fiction. Ruefully, there are many such pieces in MBA courses…
Sadly enough, it is a reason behind the acclaim lavished on the now popular books of “immutable� laws of whatever.�

The rudder is the intuitive guide while data confirms and process. Neither should exist alone. Data should confir and build the judgement arising from the gut feel process. We are all consomers and do experience at a visceral level emotional responses that are somewhat common to all people. The data will assist our accuracy through demographic knowledge and reaction to syntax and word choice. The talent arises from the intuitive component when guided by clarity and objective balance. Be willing to test responses repeatedly in order to identify micro trends in your niche. Intuitive talent is the power force driven by accumulative nuance identification.

If you look at the functions of a Marketing Group and a Web Group, I think the similarities (and the confusion) lie in the online medium, and not the charters of the organizations. Web groups publish and maintain a web presence; Marketers try to drive demand and feed leads to sales. The web group always leverages the online channel; a Marketer will leverage integrated channels to achieve her goal. I think that because Marketing leverages the online channel, this has web teams wondering where their job ends and Marketing's begins. And I think the driving motivator behind the confusion is that each of these groups want to align themselves closely to sales and justify their impact on the sales channel.

I experienced this first-hand recently during a web site consolidation project (one company had acquired multiple smaller companies and a cohesive web presence was needed). The web team talked about leads-to-sales. The Marketers talked about leads-to-sales. Who's right? If Marketing runs an online campaign and somebody fills out an online form, does the web team get credit for this? Does your operations team take credit for telemarketing calls because they own your phone network?

In an ideal world it wouldn't matter, because each team is part of the same company. But when budgets factor in it does matter.
Taking a Marketers perspective, a primary goal of Marketing is demand generation through relationships and interactions with customers and propects. Because tracking has improved, its easier to get close to closed-loop and attribute Marketing efforts to sales (my experience is in B2B). That's powerful stuff, and something a Web team can't match with web analytics alone. Its understandable they would want to be seen as contributing to sales. But if your organizations are split into two divisions, Marketing has claim on demand generation, especially if they own the marketing contact data, create and track the campaigns (online and offline), and manage adword buys and syndication.

This brings to mind the marathon runner who boasted about the benefits of whole milk and drank it all the time including before races; if you remember this story, you might recall that he died of a heart attack in the middle of a race. The fact is, too much of anything is bad for you, even water. We shouldn't be promoting eating, drinking, or doing any one thing more than any other - instead we should be promoting balance and moderation. Of course, this isn't how to increase sales for one particular product that one particular company is producing. But should it just be about the money? Or should it be about improving our way and quality of life? I think what we're talking about is responsible marketing. Back to the milk though - if you're going to drink it, drink organic. Plus, considering all the people who are lactose intolerant (more than admit it) or who are otherwise allergic, is it truly a healthier alternative to other beverages? It really depends on what the alternatives are and what you are already consuming in your diet.

I totally agree . . .well stated. And, by the way, the TV spots with the poor Mom having to dress up as a taco as a second job to support her kids text messaging habits is also odd. VZW has always led with the positive aspects of their network, service, etc. Why the negative approach (broken kneecaps, having to dress up as a taco) all of a sudden?

To say that milk is healthy is irresponsible. Cow's milk was never meant for human consumption - that's why we see so much lactose intollerance. That's the body's way of saying, "don't consume this, it's not good for you." That aside, consider the hormones and anitbiotics poor dairy cows are pumped full of to overproduce milk. You could drink only organic, but you're only solving half the problem. Why not drink soy milk? Soy milk is better for the body and better for the environment.

Shampoo and conditioner bottles have great packaging. I typically can't resist going down that aisle when I'm in the pharmacy just to look at them.

You know, I've seen that taco commercial ... oh, I don't know how many times ... and I never put it together as a VZW spot until you mentioned it. I've been too distracted by the costume (and the fact that it's poor mom out there schlepping for text-messaging money and not dad, or perhaps those spoiled kids who are running up the VZW bill and appear perfectly capable of holding down part-time jobs of their own). Talk about getting away from the brand message!

Just one note on soy milk - if you're going to consume soy, make sure it's organic as the conventional beans tend to get covered in pesticides/herbicides. Also, as a caution to any pregnant women, soy affects your hormone levels and has been shown to affect the development of the fetus - particularly in the early brain development stages. Soy will also affect a normal woman's hormones. Again, moderation is the key. If every day you're drinking soy milk, eating soy cheese and soy burgers, soy protein bars, etc. and then add the soy additives already in other foods, you're probably consuming too much soy.

Read Seth Godin's book "Purple Cow" in which he says his family became bored in the countryside looking at ll the same kinds of cows, however, if they saw a purple cow...

Purple cows have the "it" factor.

Johnny Depp as Jack Sparrow.
Corona in July ... or better yet, January; Corona OWNS summer.
Baby Phat clothes --- talk about celebrating *curves.*
Dove's Campaign for Real Beauty
Tar-zhay
Tim Gunn
India (the country)
Avril Lavigne
Virgin Atlantic
For that matter, Richard Branson
Barack Obama
Salon e-magazine
"Going green"

OBAMA: The Musical

I am the Director of Marketing for a Brand Protection company, Sekuworks. We provide product and services to protect brands against counterfeiting.

As much of this protection happens to the packaging, I am interested to know at what point in the package/label design does protecting it against copying take place? Does it happen at the point of design or at the point of production? Or, does it happen at all?

I am a fan of great design that jumps off of the shelf and wonder if consideration is ever given at the very start of the design process.

It seems to me that if anti-counterfeiting were a part of the overall design, the brand owner would have the benefit of protecting against counterfeiting while communicating to the consumer that they care about the consumer's health and well being by taking steps to authenticate their products and therefore deliver the brand's promise by delivering the geniune product.

This approach would also ensure maintaining the integrity of the design rather than having to retrofit an anti-counterfeiting device later.

Any thoughts?

How is it possible that it's all the rage to want to invest in China one moment, and continue to claim that their moral compass is pointed in the wrong direction? Anyone who has spent time working in corporate China knows one fact: there is no leadership whatsoever in the financial and business future in the government of China.

The Sleeping Dragon has been asleep for a long time, and nothing suggests that will change.

But are you looking to win hearts, or wallets? China will continue to grow as a gigantic market, while it continues to act like Asia's answer to Frank Sinatra.

In the end, China has, does, and will always continue to do it China's Way.

Well, I don't really enjoy those offensive bilboards which do not always reach ROI. I prefer when brands try to set up a true link with their consumers. Street marketing can be then an alternative : see the link bellow about Ikea - this famous brand tried to improve our everyday life by a stange strategy in the streets of New York in May 2006: http://www.culture-buzz.com/actu_buzz/ikea_ama_c_liore_votre_quotidienaeuro_et_vous_le_montre_article648.html

You are correct but it can be therapeutic for people. Blogs are basically an online diary. I'm not sure about LG's campaign. One question I have is does this fit for its target market? Does it target market blog? It sounds a bit boring to me. (the topic)

Thanks for the tips.

Sprite should integrate these with bars across the country to get older people to drink spirits with their sprite.

Perhaps casting was reminded of a squirrel when Bob showed up with that rug on his head...

I can only think of one reason companies would do this.....they are cheap and unable to pay travel expenses to meet prospective employees!

A concept so fraught with the potential for both humor and peril that it hurts to think about it. And I agree with RJ - if the employer is this cheap will they be offering virtual raises, too?

I am a reporter at Newsweek,and am interested in doing a story about how companies can branch out to the masses, in the midst of this green hoopla. This, so far, is some of the more thoughtful commentary on the issue I have found on the web thus far. Please respond to me at jemimahnoonoo@newsweek.com if you would like to share your insights on this important topic.

Many of my clients are in real estate and development in Las Vegas and we are also having to come up with many unique ideas to entice buyers and renters not only in the residential market but also the commercial market.

Completely inexplicable behavior for a public company CEO. In my book this guy has no business running a company and behaving so irresponsibly.

I love hearing about creative ways to get potential buyers to tour a property, but let's not forget about staging...getting them to stay in a home longer creates an emotional connection with the home! To learn more, visit http://activerain.com/groups/StageItForward, or www.roomsthatwork.com.

There are systems that guarantee the consistent application of marketing analysis. They are called Business Processes. I think the problem is that BPM has not fully integrated in the Marketing function yet.

The software is fairly easy to design and as long as management holds staff to using it (hint - managing some functions by metrics maybe?) then you will see more consistent results, no matter which employee is running the numbers.

I have been using the sprint wireless mobile services for more then 5 years now.As a loyal customer to sprint i could say that this was not the right decision because there job is to provide proper customer service . if there are any in efficient customer service consultants or un trained customers service consultants its obvious that customers has to call again and again to solve there wireless mobile problems.

I have been using the sprint wireless mobile services for more then 5 years now.As a loyal customer to sprint i could say that this was not the right decision because there job is to provide proper customer service . if there are any in efficient customer service consultants or un trained customers service consultants its obvious that customers has to call again and again to solve there wireless mobile problems.

Sure, the number of widgets China sells to the U.S. may pale in comparison to the rest of their global sales, but there's a larger issue here. We may not be their largest trade partner, but we're undoubtedly their biggest media partner. What makes news here, makes news elsewhere. CNN International is being watched in Dubai. USA Today is being read in Brussels. And not just by expatriate Americans, either.

In short, their PR problem with the US is their PR problem with the world. And they would be well-advised not to ignore it.

We and the world had our chance 20 years ago and did not take it. China learned everything from that moment--when they slaughtered 3,000 Chinese in the Tien Ah Men Square Massacre. Tanks and heavy machine guns against their own unarmed students.

What did we do in response? Gave them a permanent seat on the UN Security Council and Most Favored Nation trade status.

China doesn't need a crisis management course; WE do.
A S Prisant, COO, Prism Ltd., Barcelona

I'm not sure China really cares...yet. The business ethics issue is still terra nova for China - and the US lecturing China on business ethics is a bit like giving the fox carte blanche in the henhouse. PR problems are often an adjunct to ethics conundrums - just ask any US coal-mining concern, or any Enron or WorldCom investor.

China's economy is analogous to the US economy of the 1880s, which was rife with robber barons and pretty much devoid of ethics. The problem for China is that a screw-up in the current century makes headlines instantaneously - I wonder how Andrew Carnegie and Jay Gould would have fared in a similar media environment.

Chinese enterprise will learn the way all enterprise learns from its mistakes - by taking a hit in the bottom line. It's incredibly hard to avoid buying Chinese, but I think enough US and European consumers are looking at how to do that - vox wallet is a loud voice indeed. It will be interesting to watch the student absorb the lesson.

Doesn't seem like much of a PR problem as we all keep buying their 'cheap' stuff. The old adage applies -- 'actions speak louder than words'. Until we stop buying their products and can by reasonably priced US products I don't think their PR 'problem' is a real problem.

Well, China has already had PR problem for a long time, or I should say, its image on the world stage has never been improved much. So, it is not a crisis, it is a long term problem.

And the government will never notice how serious the problem is unless they get punishment. US is, by far, the second largest trade partner and largest export market of China. It definitely rings a bell to the Chinese government if US stop importing or restricting import from China.

However, the critical point is, will the US government be willing to do so? It will inevitablely hurt the business relationship between the two countries and damage the profit of many American companies.

Moreover, the food and drug safty issue has been in China for years, but little recognized by the outside world until recently it starts threatening the food safty in the US. Instead of trying to exert pressure from outside (US, the world), maybe we should try to change it from inside--the Chinese people. As to my knowledge, in mainland China, few Chinese people realize how bad their living situation--polluted air, contaminated water and ill quality products,is, and they have little power to change it. While they should be the one, who be impowered and make changes to their own country. This, nontheless requires help from the outside world, including the US. Media, will be the most powerful weapon.

In sum, what I try to say is, China is not the only one to blame in these food safty issues, though definitely the one that needs to improve. After all, in any relationship, both sides contribute.

maybe you are right

MarketingSherpa just published a case study on this topic last week,
How Microsite & Video Lift Consumer Leads 13.54% for Home Builder. The study describes how a microsite featuring a virtual home consultant is producing results for Wilshire Homes. They are really taking full advantage of the fact that the Internet is now the starting point for home searches.

It seems that Sprint could turn these annoyances into a potential learning experience, not only for Sprint and its employees, but its customers as well. Talk about an easy and quick way to build a meaningful FAQ!

Poor choice on Sprint's part.

After reading your replies, I sensed a serious lapse in reality. Some of you even suggest eliminating trade with China altogether. First, how does one plan to "restrict" trade with China. Would we set up a conference at the W with all the kings men and sign a piece of paper? How realistic is it to lobby Congress to impose restrictions when China is a major partner, not just in trade, but in many other aspects of international affairs.

Secondly, let's not forget China is a communist nation, and it's people communist. It's easy for us to sit at our desk and blog about China's poor conditions, but what can a population do under the scrutiny and oppression of the party?

However, I agree with all of you that we can use the power of our media to, for once, create a positive change.

It's one thing for us to punish the Chinese for its economic issues, but to cut or seriously restrict trade with China seems ludicrous.

Earthcomber works on my Iphone and my old Nokia--equally well. I like it better than Mobio because it has more stuff in its guts and because it is available on every cell phone out there. And it's free, dude. That works in my world.

I agree with you,Lisa

I worked for a HUGE NFP, that sold the general public on side (GOOD)and if you work for them that was another story.

NFP's are no different then FP's.

La Tanya

No, the marketing was fine. It was a failure of the product. They failed to mention that the battery needed to be replaced every year, which also does not come cheap. It's a shame that the interface was designed so well, but the rest of the plan wasn't.
-They shouldn't have released it without a better battery... at a minimum they could have been more upfront about the issue.
-The phone should be available on multiple networks. (at least two so people feel they have the choice)

In our opinion, the marketing was too hip for the audience that can afford such a device.

Like the iPod, kids dig it; not the business crowd who are more in-tune with the likes of a Treo or Palm.

The push was more music and entertainment than productivity. That message appeals to kids and teens. The average kid can't afford $500 and their parents aren't about to dish it out.

Failure? I don't think so. Ok, so they didn't sell a bazillion after launch, but it is a paradigm shift in phones and they are expensive. The technology they used for the screen to zoom in and out is the leading edge. They are in the early stages of exploring this for computers. The GUI interface and navigation is intuitive and very easy to use. Apple's market position is 'easy'. In fact, so easy, they won't bog you down with pages and pages of manuals on how to user their products.

Why only AT&T? It is an exclusive. Just like the RAZR was when it was introduced. After a period of time, it may be opened up. I understand the real sticking point when Apple was negotiating with carriers was the level of control they wanted over the customer experience. For example, iTunes is the only way to activate the phone. Have you seen Motorola, Samsung, Palm, Blackberry, etc. want to control the customer experience at that level? Not even close.

So, is it worth the dough? I bought one for my wife, and I can say it was worth every penny. She was a bit intimidated by technology and loves it. We were recently on vacation and wanted to know seafood restaurants close by for dinner. Pull out the iPhone, find the restaurants, give the one we wanted a call by just tapping the number on the screen. I have the Palm running on the 3G network and it couldn't do it as fast and easy as the iPhone.

Did AT&T loose? I don't think so. My wife didn't have a data plan before the iPhone. Now she does at $30/month. Assume 100K other existing customers in the same situation and that is $3MM gross incremental revenue per month.

The phone is not a business phone because Apple will not allow them to be on business accounts. Once Apple opens that up and businesses running Exchange Server open the imap capabilities of exchange, they can get into that market. I would have bought one for my business phone in a minute if I could have. While not the cheapest phone, it is the best I have seen.

In my opinion, it's not the iPhone that is limiting sales, but the poor quality of the AT&T network -- widely acknowledged as one of the worst.

Apple's "4P" marketing mistake had to do with "place" -- their decision to sign a 5-year exclusive deal with AT&T. They put all their eggs in one basket (for a princely sum) and the market is telling them they blew it.

I think it does boil down to marketing. While the battery life may be a problem, the real problem of lackluster sales goes back to not focusing the marketing to fit the target. The iPhone is clearly a teen-20 something product but with a price that many can't afford. I do think apple did a great job of generating the buzz they wanted, unfortunately, too few of their target audience can afford $500+ for a phone.

While a contract was indeed signed for 5 years on the iPhone, there is nothing stopping Apple from developing other phones and bringing them to market. I suspect that Apple was very careful in the wording of their agreement to allow other phones to come to market. I suspect that we'll see more phones from Apple and we'll see that value (and the hindrance to the market) of that ATT contract diminish.

Entertaining I will give you, effective, I think not. Unfortunately, all too often creative ideas are produced solely for creative's sake. Rarely is the work well branded. What does this ad tell you about the Nationwide brand? Would you switch to Nationwide from, say, Allstate after seeing this ad? The subservient chicken may have created buzz and gotten millions of hits, but it doesn't build the Burger King brand. Neither does this Nationwide effort. Effective communication needs to emanate from the essence of a brand. If not, it's limited to building short-term awareness, but won't build a brand over time.

As a member of CoreBrand, a corporate brand consulting company, I’m constantly aware of changes in brands, whether those changes are for the better or for the worse. I believe that “role models� like Lindsey Lohan, Paris Hilton, and in some respects, even people like Tom Cruise can hurt the movie industry with their tabloid personalities. By giving the general population visions of drunk and disorderly behavior, or unusual and excessive actions and beliefs, the general populace is inclined not to see movies associated with those celebrities. Sponsors and financial backers for movies starred by such celebrities are understandably hurt by these ridiculous actions by celebrities.

I wouldn’t be surprised in the least if certain film companies don’t hire high profile celebrities that find themselves constantly in the media for poor behavior and actions. It’s not worth the money to invest in a celebrity that might be in jail within a week’s time. The same can be said for sports teams. If a player is found to be using illegal substances or engaging in illegal or questionable activities, it not only hurts the team’s performance on the field, and in the media, it hurts the team by losing fans. A sport, like movies, is nothing without a fan base.

It is up to those fans, the general populace at large to make clear statements as to what they will and will not accept as behavior becoming a sports player or movie star. It is up to us to ensure that only the appropriate actors, actresses, and sports figures represent our film industry, and sports teams in the media.

I would personally refrain from working with an actor, actress, or sports figure if they acted unbecoming of their position and in regards to the law. Their actions would not only reflect on them, but those they work for. And it is the ones that employ these high risk actors, actresses, and sports figures that end up losing financially in the end. If however an employee who had acted poorly in the past recanted, and showed signs of repentance, I would be willing to give him or her another chance. But like in baseball, three strikes and you’re out.

Actually, the story from what I heard about the AT&T was that, Apple originally went to Verizon with the plan but with the stipulation that Apple would receive a portion of the income coming in from the user plans. Verizon told them to take a hike so they went to AT&T instead. I had no idea about the battery issue but I guess that just adds to my list of why I wouldn't get one!

"The iPhone is clearly a teen-20 something product but with a price that many can't afford."

I would like to disagree. I have had phone problems and been in a AT&T store more than I would like to recently. Each time I am in there, there is someone buying an iPhone and they don't fit that demographic. My wife doesn't fit that demographic either along with the guy we were talking to when we bought the phone not fitting that demographic.

I don't think that Apple is that misguided to target that teen to 20's segment with a device that has the price point the iPhone has.

If you watch Steve Job's keynote on the new iLife and iMacs, the iPhone is presented as one product in the suite to add additional functionality to their .Mac and iPhoto offerings in addition to the functionality it has as a device.

While it may appear that I am a Mac zealot, I am not. I just think that Apple is starting to get things right and making technology easier for people. So, I respect where they have come from over time. 1984 was a long time ago when they introduced their first 128K Mac, and they have come a long way. Lisa was a flop. The iPhone is not.

This is not the first time something like this has happened involving products from China. I expect we will see some fervor for a short time - calling for people to buy American. However that may be, it won't take much time until things are back to normal and we all soon forget this incident. It's the American way.

Welcome Daniel. I look forward to more coming from you. Regards, -J

Something else to consider is that Walmart has literally saturated the market. Target is aggressively going after various segments (including once-loyal Walmart shoppers like myself) with unique positioning. You're right - shopping at Target is a breath (or should I say much-needed gulp) of fresh air compared with shopping at Walmart.

I think it is about time for Mattel to utilize the manufacturing audit process outlined in the International Standards Organization (ISO) and pay the fee to have their plants audited ...time to take control

Helps that Target was an early believer in the significance of design, thus invested there before marketing it, whereas WalMart may STILL not get the importance of that to the consumer... Sometimes better design IS a bigger deal than a mildly lower price...

I completely agree with the idea that quality mdse and a pleasant shopping experience trump low prices every time. It's a fine example of what I've come to see as a marketing axiom: "It's never the price; it's always the value. It's NEVER the price; it's ALWAYS the value."
When it's the price it's because people do not perceive a noticeable difference in product attributes or benefits. Retail shopping is one example where people will generally pay more for clean stores, organized and neat merchandise, helpful and courteous staff, and easy check-out. When will retailers wake up?

It's interesting you say that. I think consumer expectations have gotten so low that all they see is the bottom line: the price. When you go to Wal-Mart, you know that you're in for a subpar shopping experience. (Which is why when I hit up a big-box store, I go to Target.)

But if you're a person of low-income, Wal-Mart will be the spot, even in cities like Chicago.

A great real-time stats tracker is GoStats. (you can even use it in tandem with Google analytics and the like)

Wal-Mart has lost its way because of its attempt to move upscale which has not been successful in attracting the Target customer. However it has offended the traditional customer that liked Wal-Mart due to its low price and focus on serving customers on the lower end of the economic spectrum. An example of this is the decision by Wal-Mart to end their lay-away program.

Hi there

just a question/suggestion re the blog
do you have any plans to introduce a subject matter index - I think it would help people find emerging thoughts/discssion on topics more readily.
Just my $0.02
Cheers
Miro

It is just this kind of “I will because I can� arrogance, that ended passenger trains in the US at the turn of the past century.

I am a visual graphics marketer and a die-hard Mac user. But this kind of “get over it� attitude which sees the consumer as just a ATM machine to withdraw cash at will -- not exclusive by the way to Jobs and Apple -- will eventually come back to bite this industry.

And, all the PR spin, consumer focused, data-supported marketing strategies, warm and fuzzy advertising and high style graphics will not be enough to counter the backlash.

Yeah, this is definitely one of the things in the works. We're mulling around several ideas.

If you -- or anyone else -- has any ideas for the site, please e-mail me directly at dhonigman@ama.org.

Thanks a lot!

You think so? I'm curious to see if people will remember this in six months.

I couldn't agree with you more. My favorite site is actually CBS Sportsline but I know what you mean. I can't believe ESPN still uses pop ups. Their front page is way too busy and its hard to find things.

Good point. Too many companies, large and small, are completely oblivious to the adverse affects of bad website design. Usability can affect sales, donations and perceptions of a company.

Marketing people do realize the marketing potential and power of a website...but they seem to often overlook the detrimental effect of a badly designed website. A super good lookin' website is nothing if it can't be used - it's simply a waste of money.

I found a great usability resource here: Web Pages That Suck.

Learning by the mistakes of others is not only very educational...but fun!

Ha. Some of those sites are quite amusing.

We will have to wait and see.

Jobs said that his product (iPhone) has inside, about technology, 5 years in advance.

Ok, right, but i think that iPhone is advanced only about software.

But in some place like european market, it' snot possible to use it in the best manner.

For example in italy perople buy mobile in Umts mode.

I Phone it's only Gprs.

So, so , so slow using iPhone Safari Browser in Gprs...

But maybe Jobs it's not worry cos he will sell iPhone just why the designe is so nice and apple brand is so strong.

Will let you know when iPhone will arrive in Italy.

Best
Lorenzo Citro
(web content consultant/journalist)
www.myspace.com/lorenzocitro

I'd like to learn more about how other corporations are doing their intranet sites, and are they incorporating RSS into these. How does RSS fit into reaching corporate communication objectives?

No, it won't hurt Hillary's chances. The American public puts journalists in the same bed with politicians. It's a choice between the lesser of two evils.

My advice to Hil is to not say anything. GQ is doing its own spin and it's in her favor. GQ doesn't want to appear to be Clintonian political lackeys, or worse, more concerned about the corporate bottom line than news journalism. Based on the quotes from GQ I read in the linked article, they are continuing to perform well for the Clinton campaign.

Daniel:

Remember, promotion is only shameless if the object being promoted has no value.

I would agree that marketers (or at least those who attend conferences) are not clued in to social media, social networks or any other tool in the Web 2.0 vein.

I came to this conclusion after attending MediaPost's OMMA NY conference in September and found myself having to explain concepts behind community and social bookmarking, etc. Anyway, it would seem like an opportunity for the AMA to include Web 2.0-related topics in their programming.

Jacqui,

Here are the programs on social media offered by the AMA.

Beyond Marketing 2.0: Harnessing the Power of Social Media for Marketing Campaign Results
TechnoMarketing: Using the Tools and Technology of Tomorrow to Reach Your Customers Today

Hi Andrew.

Wanted to let you know that the AMA is doing a fine job of bringing social media to the forefront. In addition to the webinars you mention above, there are many options for "live" training.

I just attended the '07 Marketing Workshop in Scottsdale and was thrilled with Toby Bloomberg's tutorial, "The Good, The Blog and the Ugly!" I definitely would have listened to her speak for an entire day. She's very enthusiastic in her approach and brought social media to a level that could be understood by participants in unfamiliar territory.

Thank you.

I think that business is definitely defined, at least in the US, by the networks we establish, maintain and grow. Ultimately, social media is a growing communications channel that marketers, young and old, must weave into the fabric of their strategy.

I agree. The question is, how much can older marketers really figure out--at least before they retire?

Mmm...Miller High Life. Tastes like college.

Thanks, Jim!

Cathy -

Don't worry; something may be in the works soon for ya!

Everyone should take advantage of the free marketing also. Such as contacting the local Chamber, networking, press releases, free exposure on web sites such as Craigslist and hotpads.com. Believe it or not but I know a lot of builders and Realtors that have sold homes from this. Best wishes to all.

When I first heard the news announcement. I thought. Gee. If they announce the product was such a problem, then didn't they just create their own new black market?

I thought news people had more sense than to announce this sort of stuff! Of course the word will get out, but let's not add it to the rising list of problems!

"I thought news people had more sense than to announce this sort of stuff! Of course the word will get out, but let's not add it to the rising list of problems!"

Why wouldn't a news service announce something regarding a recall of what was called the hottest toy of 2007 in Australia? Anything so accessible at one point that contains a popular drug will create a black market for itself once it is pulled from the shelves regardless if it's announced on a news blog. But, you're right, Siotha, if people who are actually interested in using GHB read a site of this caliber and subject matter, they'll be one step ahead. But seriously, lets be real -- people logging onto this site to get news probably aren't your typical GHB dosers. I don't see any problem at all talking about a popular issue about a product in the media.

A good question and one I'd like to see the AMA discuss on a broader level with its members. At the moment I'd probably point to the work the Word of Mouth Marketing Association has done on ethics policies and guidelines. In addition to developing the guidelines WOMMA is also enforcing them. They suspended Edelman after the wal-mart fiasco for instance. As AMA members we need to dust off our ethics code and see if its workable in today’s social media world.

The aqua teen hunger force campaign was one such event that should give all marketers pause for thought, here’s my post back in early 2007 about the incident in Boston.

http://pr.typepad.com/pr_communications/2007/02/aqua_teen_hunge.html

Here’s a link to the results of the Boston Chapter’s straw poll on marketer’s opinion about the incident, for the event we held a month later.

http://pr.typepad.com/pr_communications/2007/03/boston_guerilla.html

Oh dear this one looks likely to work. I do like the idea of the message in the handle.

Elisabeth -

Because you've shared this experience with so many other women, there must be some sort of company directive instructing its sales folks how to pitch potential clients...which is scary.

If the company's products are exceedingly poor, only then could I imagine a sales pitch like this. Do they really need business that badly?

I've been caught, too, and I've learned that the words "starting a business" are the red flag. The real question is, if they truly are "a giant in their field," why aren't they open with their businesses and products? They obviously have spent big bucks researching, developing, evolving, and teaching these sales techniques to their associates. The image and stigma associated with "them" would be much more positive if they would just invest those dollars in traditional retail promotion to the public. Instead they target candidates one at a time, like some Orwellian underground society. Who's really benefiting?

Actually, D., I've used this particular company's products and they're excellent. However, the company org model may be flawed, at least for the 21st century, in competition with so much available online. In the direct sales game, the sales people make money selling the goods, but they make the REAL money recruiting other people to sell the goods, b/c the recruiter gets a percentage of each recruitee's sales, w/o lifting a finger. Some folks who got involved a couple of decades ago, when more people(women) spent more time at home and direct sales was easier made a ton this way; it's a lot harder now.
I agree; the pitch is underhanded, and the similarity over time and space indicates that a) it's a company training module and b) it hasn't changed. That's not a good sign when everything else in the marketing/sales game, not to mention the economy, has changed so completely.

That's cool! I can't wait until it comes to my market!

Is Dr. Pepper marketing made up of a bunch of old guys? "Chocolate Rain" is old news.

Well, Dr. Pepper is an old brand...

And Tay's older than he looks -- he's 25. So who knows?

Nice Web site, by the way, Ann-Marie.

Guinness? In Hefty bags? On the plane? Brilliant!

I love it, maybe adding in droppers to collect their 3 ounces!

There is definitely a privacy setting for this in Facebook. I do not remember exactly where it is, but it is there.

I found the privacy settings, and I'm all good now. Thanks for the comment.

It's funny, because my old school account doesn't appear in searches for my name. Facebook must've had a cutoff date setting.

Daniel,

Glad you liked the post!

Here are a few of my PR pet peeves to get you started:

1.) Cold Calling -- Emailing me about your client's revolutionary new product is bad enough if it's irrelevant to anything I've ever written about. If you cold call me, you're no longer a PR "professional"; you're a telemarketer.

2.) Adding Me to Your PR Spam List -- I've never written about any over your clients, but somehow you've got my email address. Congratulations. Now do me a favor and don't email me unless it's personal and you've at least bothered to introduce yourself.

3.) Fake "Personalization" Tactics -- Wow, you mean you've got an automated emailing system that puts my name into a queue so I'll think that you know or care about my name? It doesn't necessarily work. I've even received handwritten letters from PR folk before that fell flat because they weren't addressed to me directly (i.e., the person simply wrote a bunch of cards out and mailed them to a list). If you don't make it relevant to me, my blog, or my business, it's kind of difficult to make it through a even a short letter where you just talk about yourself and your business.

...

Is that the type of stuff you had in mind?

Great start! I'm thinking of stuff like when PR folks send out mass e-mail and use a CC instead of a BCC. Great to know you're simultaneously pitching me and 5,000 other media outlets. (I mean, I know they're doing it anyway, but still...)

Perhaps I missed something. The contest prize is the very book that we have to read and comment on (which means we have to have it already)??

Not at all. Just write what you think about the idea, and I don't think you need to actually read the book.

Just answer the following question: Does marketing's future lie in the developing world? Why or why not?

Sorry for the confusion.

What are the criteria you're evaluating on? How will you know a good post when you see one?

Having lived in developing countries for the last 15 years, I would say that the future of marketing does indeed lie in the developing world. The developed world is overly competitive and saturated with too many product offerings, while it is easy to find gaps in the developing world. If proper marketing strategies are used - those that are applicable to the country and stage in its development, there is much scope for success.

Peder -

To he honest, we would pass it around the office and see who makes their point in the most interesting, insightful, clear and, well, bloggish way possible.

I wrote a bit about holiday mail earlier this month. Personally I love comedy in my holiday greetings. Very attractive though.

I agree that comedy can make a message memorable. But for Red Sox fans, this holiday e-mail might very well be the most beautiful Christmas card they've ever seen. A festive mantle holding two World Series trophies! They never thought they'd see the day...

Let's go Mets!

The customer feedback example from Microsoft reminded me of Facebook (in which at least half of users could probably be considered MVPs). Zuckerberg introduces new features or applications all the time, most of which are immediately followed by user dissent. Usually protests eventually disappear and the new application not only remains, but users become "hooked" on it. Only when dissension was overwhelming (with Facebook's Big Brother-esque advertising program) did Zuckerberg make changes and apologize for the application. I think this is an interesting approach to customer feedback, but, in some cases, a dangerous PR move.

A nice observation, Radiohead is doing things differently, aren't they? Also, the artist formerly known as Prince seems to be doing some very innovative things. Both of these examples show that the music business can do profitable things without suing one's customers. It just takes a little strategic thinking about technology.

It's about time, perhaps there will only be 2 Starbucks per block instead of three.

I've often observed that the dilution of the Starbucks brand happens less in its own stores and more in places that utilize the Starbucks name. Case in point: last week, I stayed in a hotel that had a "Starbucks" outlet in the lobby. Starbucks coffee, labels all over the place, branded cups and cupwraps. And it served cold coffee from the thermos and lousy lattes. Of course, it wasn't a real Starbucks, but many people wouldn't look beyond the logos to realize that.

Kat, Michael - Completely agree. Starbucks is absolutely everywhere.

Managing editor Allison Enright and I were talking about Starbucks similar this morning: Remember all of the news about how people would stop buying $4 lattes? How about $2 packs of gum? Do you think Wrigley could have overestimated the market for premium gum?

yeah you did catch my attention, but I'm less likely to come back next time now I know you use sensationalist headlines.
Now thats marketing inspiration!
Most people who listen to mp3s do not use an ipod.
people will be very fickle when it comes to where they buy their mp3s from, after all its very easy to import into iTunes.

>But would you really make the switch to buying your music through something other than iTunes?

In a heartbeat. Anyone who is offering the ease-of-use of iTunes without DRM gets my business and my recommendation.

Michael, Pius - I agree. You may see a switch, especially as many iPod users can figure out how to drag and drop their music into iTunes. It's pretty basic stuff.

I agree it may be risky, but more and more, I think, you'll see customers an opportunity to become involved more and more with their brands of choice. It also, I believe, helps the company appear transparent.

I have had the chance to listen to the President of Starbucks International speak on a couple of occasions and felt that its international growth was justified, however I felt that their US growth strategy was far too aggressive.

I also agree with Michael in regards to their licensed stores not maintaining the same quality as their actual outlets. It will be interesting to see how they face new challenges from McDonald's.

As a side note, I also read where the McDonald's franchise owners are not really excited about the costs involved in adding the McCafe.

"would you really make the switch to buying your music through something other than iTunes?"

Already have. I REALLY dislike the proprietary crud that Apple puts you through and with the wonderful invention of Floola you can utilize, add, delete and organize, your iPod without messing with the nightmare that is iTunes.

"Most people who listen to mp3s do not use an ipod. " ???

I think this was a typo...
Cause anywhere outside of the swapmeets almost everyone is using iPods...
I don't really buy much off of iTunes, but if I buy music it will be off of iTunes...
Besides, you can always burn the mp3s and re-rip them to have infinite use of them for free...
Very interesting dialog...
peace...

Annette -

You know, I used to have a Creative Zen Xtra. The actual mp3 player was wonderful, but the software that came along with it was a bit cumbersome. After having it for more than a year, I made the switch over to the iPod, and it's treated me well. (Although I buy music through third-parties, etc.)

Cyrus - Agreed. But Pius had a point: lots of people outside of the U.S. use media phones with mp3 functions. Think Samsung, LG, Sony, etc.

To answer your question, it was probably the Windorphins campaign that Ebay ran, mostly in outdoor.

no typo.

of course, I was talking globally. theres not just the mp3 capable phones but the mp3 competitors - iriver, samsung, creative etc, and now the psp sized mini computers / media players, PDAs etc.

a couple of years ago the ipod had a 30% market share globally. I very much doubt that they have broken 50%, but I dont have the figures so feel free to prove me wrong.

Honestly, it depends upon the ad and who they are trying to target.

When I was in college they had a campus bus system and a lot of local businesses or organizations ran ads on the inside and outside of the buses. When you spend a lot of time on the bus you start to read what's available.

Brilliant! It's hip, it's catchy, and the fact that it mentioned other companies like Nike and Aneres is just brilliant. It almost overshadowed the trailer. My only concern, had I been one of the advertisers is that it was a ton of images and ideas in only 30 secs...and that's a lot to grab. Of course, if they run this ad as much as Kia runs that "he's a maniac" crappy commercial...then I think it will do well with its target audience.

Spending all or most promotional dollars on SuperBowl commercials? That might be a viable option only if you have confirmation that the SuperBowl attracts the same audience profiles as those primetime awards shows, or if you can justify that the SuperBowl reaches the same or more of your defined target market.

Good point. Remember GoDaddy.com's announcement last year when it pulled out of the hunt for a Superbowl ad this year. I wonder how much the company spent the last few times out.

The CEO did the right thing by cutting down its non-profitable stores, but he could have also increased its demand by bringing a change in its presentation, I mean to say the advertisement. That could have attracted the customers in many ways.

I ride mass transit everyday. Being in marketing, I always read the ads. I can't say it's prompted me to visit a website. I can say, in this busy world, the advertiser reached me.

Mary

Interesting commentary about old luxuries in the new world. I entirely agree as a marketing communications consultant to telcos in the developing world. I think there is a social and ethical obligation however on marketers to the new world not to ensure products and services are "eco" and "environmentally" friendly just as they must be for the developed world. Developing economies do not necessarily have the same means for treating waste and waste products of luxury goods. We have to be smarter about how we market our goods so that environmentally friendly disposal is considered.

I look forward to reading Mahajan and Banga's book.

Joanne Kennedy
Senior Director
Communication
Goulet Telecom International,
Montreal Canada

That's a good point, Joanne, and one, I'm afraid, too many marketers fail to consider.

To be honest, there is a moral and social side to this promotion. There is literaly a huge problem with overweight kids. I think mcDonalds did the right thing here.

Like Herve said, obesity is a big enough problem as it is in our country. It's probably a good idea McDonald's pulled the plug.

However, this topic has got me thinking now. If we kill the "free happy meal for good grades" concept, what about Pizza Hut's "free pizza for reading books" campaign? Personal pizzas can't be much better for young kids than a McDonald's Happy Meal. Or what about throwing ice cream parties or pizza parties for students when they achieve a milestone? I think the real focus is the impact and role of food in our lives. We need to challenge ourselves to find other ways to motivate our kids.

Herve - Great point. Welcome to the Marketing News blog, and thanks for your comment!

Mike - Glad to see you're back with us.

I think this could be in the works, and it'll be interesting to see what happens with fast food, especially now that the New York City Board of Health will require some restaurants to list calorie counts.

It was a great idea but on paper, but it just didn't flow well. If the main object of the commercial is to promote the movie, they should have done LESS on Serena and not show what felt like the entire Serena commercial in the middle of the movie trailer. It is too jarring the way the commercial cuts back to the trailer at the end. Overkill.

I think HP did a MUCH better cross-promotion when Jerry Seinfeld subtly and humorously promoted "Bee Movie" during his HP commercial.

I'm inclined to agree, Mona. HP's Seinfeld spot was seamless and silly. Much more effective.

But then again, here we are blogging about the Jumper promo...

I'm not particularly fond of the campaign McDonald's attempted, but I'm sorely disappointed that they caved in. Of course, they probably had little choice in the face of world-wide adversity.

I do believe that when you teach children to associate good behavior with food as a reward, those children are more likely to eat for the wrong reasons later in life.

But it isn't McDonald's that is responsible for what a child eats or is taught, it's the child's parents! Sure, we have an issue with obesity in this country, but maybe it's time to start practicing self-reliance and self-responsibility?

The fact is that children are unhealthy and obese because their immediate connection to moral and social discipline lies inside the home, with parents, not with the fast food chains of the world. If we have obesity problems it's because we are lazy, we don't eat healthy or we eat too much, and we don't teach our kids about eating healthy.

But we're also in denial. We'd rather blame it on McDonald's than admit to being pushovers as parents.

If we want healthy kids, we need to accept responsibility and be strong and supportive parents. It's OK to say, "No, Johnny, your father and I don't allow you to eat at McDonald's".

If we did these things, those little marketing campaigns wouldn't phase us. We're only miffed because we've been slacking so long it's easy to point the finger at a large corporation than to admit we haven't been as attentive as we should be to our kids.

I can't wait to see it; it will be a very memorable commercial.

I think the CEO did the right thing in cutting down the non-profitable stores. Then again, that is a good move for any large or not so large firm on a finance purpose.

In our area Starbucks has a great deal of competition from not only McCafe (which hasn't been put into the McDonald's franchise yet) but Tim Horton's which is all over...and now we have Dunkin Donuts going in locally.

I think this is brilliant! It might mention a lot of advertisers in a short amount of time but your brain captures all of that and you remember more then you think you do. Just like Edgar caught Nike and Aneres.

Probably a good idea they pulled it. In addition to the moral dilemma, they would only put themselves on a pedestal for criticism. Didn't they learn anything from Super Size Me?

Kristine - Bravo.

While I don't think parents should block all marketing messages targeting their children, I agree with you and think they should take a stand for what they believe in, and try to address those messages.

Andrew - Ha.

Chris - I haven't read too about the McCafe. How much do McDonalds franchise owners have to pay to get a McCafe?

Akshay - Agreed. Cutting out underperforming stores is a good all-around business decision. But how would you change the Starbucks image?

Trinton - Just checked out your Web site and recognized the 716 area code. I did my undergrad studies at the University of Buffalo. I used to live at Tim Horton's!

Where are McCafe's popping up? Downtown? In the 'burbs? Are they stealing a significant amount of business from Timmie's?

That doesn't make any sense! I guess I have to see it to understand, but as of now, it seems like a colossal waste of money to air an ad of that description. I thought at least it would be a moment of silence for our troops or something else patriotic or worthwhile.

Another question to raise is Blockbuster used to offer a free rental for a good report card, so is that bad since there are so many violent movies out there? There was no limitation on what could be rented.

Really, where DO we draw the line? Or should we let consumers draw it?

It's not like the promotion was a Happy Meal for the rest of the year, or some absurd thing, one simple Happy Meal. Personally my kids wouldn't go since they don't like McDonald's food. That was a consumer decision in not feeding them that stuff since they were born!

How about a wholesome food option, like apples?

...my two cents.

Actually, the commercial is based on a joke that stems from the deaf community. Bob is deaf. I think it will be effective and humorous when everyone stops what they are doing because there is no sound coming from there TV and realizes what the commercial is about.

Paul - Haven't seen that one yet, but I'll keep an eye out for it.

Mike - Kind of the "throw-the-stuff-against-the-wall-and-see-what-sticks" approach. But hey, if it works, why not use it?

Mary - What would prompt you to visit a Web site?

Rewarding good/excellent performance is a common American practice. Why should good academic performance be the exception? (It isn't really) What is a college scholarship? Perhaps the reward should not be pre-announced if being motivated by a reward rather than the "pure" motive of personal excellence is considered undesirable. So, the "reward" could be a surprise, is that acceptable? In the workplace and many other areas of American life rewards are not hidden to keep the individuals motives "pure." Why should this apply only to our young students?

In the Seattle area, the employees I've spoken with are thrilled about Schultz's return. In addition to his stopping some of the planned outsourcing (call centers being among them), he's come back with a message of getting Starbucks back to doing what they know how to do: make coffee.

The Starbucks deli counters that have been popping up are (thankfully) among the first to go. The sandwiches were soggy and overall underwhelming, while taking up a bunch of counter space and looking like a 7-11. It looks like Schultz is trimming the fat everywhere and I'm happy to see it.

Seriously?

How can you sue over a sandwich? Better yet how can you claim "the sandwich" as your trademark? Besides, Subway's sandwiches are horrible compared to Quiznos.

This doesn't worry me. I think there will still be user-generated marketing strategies like this. Just check with lawyers and make sure you are on the level.

I liked the Coca-Cola spot too. I think it would have been better though if they had a balloon of Lucy come at the last second and take the bottle away from Charlie Brown.

Andrew: I think you just wrote part 2 of the Coke commercial!

It's not "bad" to advertise where people have nothing to do but wait -- on the bus, at the gas pump, in line at a store, etc. It's just that static advertising like this one tends to fade into the scenery after the first glance. Put an LCD digital sign up there, and people will be mesmerized by it.

I agree with your three choices and added two more. I really liked the Audi "Godfather" spot and Bridgestone's "Scream". Overall, the Tide to Go commercial was the clear winner (no pun intended).

I believe that marketing should be defined at the company level, not the industry level. Business leaders should clarify the role of marketing in their own organizations and understand that it may evolve as the business and customer needs evolve. My personal view is that too often customer focus starts in marketing and then marketing tries to sell it internally and externally. Sharp business operations leaders know that the customer is their job and do not wait for someone else to clarify it for them. The less sharp not only stagnate the experience, but they also become defensive when someone tries to explain to them that their direction (or lack thereof!) can be changed to improve results.

Teamwork is key. Getting the kids in the same sandbox is the first step!

http://www.evenbetteryet.com

Sinister -

I'm sure some would disagree. There's an idea: Marketing News Sandwich Wars.

I like it!

Great news!

As an owner of an agency, I couldn't agree more with Daniel. Most agencies have been left behind on this. I have seen several WOM agencies pop up with great success. Social media is a great tool for gaining insights into your markets and customers. The blogging community can smell "PR" a mile away. Bloggers are interested in having a real, authentic conversation about you and/or your products. The wealth of insights into the market and those that influence the markets are worth the investment.

Scott - Thanks for the reply! Why do you think agencies have been left so far behind? I'm not just talking about bigger shops, either, but boutique digital joints as well!

Now, the question is: How much of one's interactive marketing budget should social media receive? Any thoughts?

Our PR agency continues to work to become not only well-versed in social media, but also experts in its implementation and execution. Social media has grown out of a single department and now demands the attention of everyone. However, its been difficult juggling the new tricks with the old practices.

Agencies are being slow to catch on because the mindset for influencer marketing is 180 degrees from typical marketing instinct. (PR agencies are trying to get in to this and are failing miserably because they try to do traditional PR things such as talking points and scripted communications.)

The key is to think blogger first. What are they interested in? What do they want to write about? Find the intersection between your goals and theirs. Treat them as people, not media outlets. You can't buy your way in. Build the relationships one by one with the bloggers who matter to you. Bloggers want access(to your clients), information and content. PR agencies want to own the relationship and agencies just want to buy ads on their sites. It's "social" media. Not a one-way hype cannon.

On the budget side of things, we've found it costs about 1/10th of a total marketing budget to work with bloggers and to make significant impact. And that's not buying media at all. And it's not doing pay for post either. The key is to build a relationship. Which neither PR nor marketing agencies are set up or staffed for.

I'm usually against lawsuits if they can be avoided but in this case, RealSelf's image of a trustworthy place people can go to get advice from others like themselves has been seriously breached by the wrongdoing of Lifestyle Lift. That damage may even be irreparable. Shame on Lifestyle Lift for stooping so low - they must not be able to stand on their own to have to go so low.

What a fantastic idea! Call me crazy but as someone who grew up in St Louis during the reign of the early 80's Cardinals, I was never that big of a Fan. Sorry Whitey, sorry Hub, Sorry Ozzy. The team was great but the sport didn't capture me. Today's multi millionaire athletes, the steroids, the strikes has tarnished the game. I think this can really bring back the connection between the team and the fans. I will be following this to see how it goes.

This goes to the heart of a Marketers credibility and integrity. It affects all of us. Any fake blog or fake review created to promote a product is no different than the common liar who offers false advertising and false claims of performance. They should get the full extent of the law thrown at them. They might as well go into politics if they want to resort to that kind of tactic.

Since we work with healthcare clients, we've picked up a fair amount of work due to the dissatisfaction of our clients with those larger agencies.

There's huge difference between the need to create a tv commerical, radio spot, print ad and website, never mind search marketing or social marketing. For agencies, it's a genuine problem -- they can't focus on something which is so small and which they likely outsource. If you're making 15% on a $40k sale, you're not going to fight hard to make the business excel. Or care if a client finds a better solution.

So unless agencies get high quality, industry-specific partners, clients will continue to source their needs elsewhere.

Its the same thing as when an individual makes a mistake. If the person admits it, apologizes, and offers some sort of solution, no one gets angry and most end up rather pleased. This is an example of a company actually behaving as a responsible individual would, accepting blame and resolving the issue, before anyone calls them on it. Very well done other companies would be wise to do the same in their business.

Interesting. Netflix has always been on my top 10 list of "customer satisfaction." The whole concept is based on that; why should anything they do be different.

This is another reason I am planning on holding on to my Netflix stock.

The Absolut ads used to be intelligent, funny, insightful, tongue-in-cheek, often strangely beautiful to look at. They were iconic and memorable. I tore one out of a magazine and took it on a plane with me to New Orleans on my way to Jazz Fest. It made me smile, and since it was about Jazz Fest, it was done just for me. Isn't that what an ad should be?

I used to think that Absolut was a drink for grownups. Their new ad direction, however, is a huge turn off. People pillow fighting around the globe is not insightful, not provocative, not funny, not entertaining. Redrawing the borders of the US (and, by the way, your describing American history as a 'land grab') can only point to an alarming lack of education in history, sociology, and political science, not to mention marketing. If this is what passes for provocative, let me off the bus.

I Like this article :) and this blog give me Inspiration idea :)

Thanks for your feedback, Linda. We thought it'd be interesting to start a discussion on this issue.

Do you think, maybe, that Absolut's new direction might be an attempt to appeal to the younger vodka drinkers who aren't quite ready to spring for one of the many top-shelf brands out there now? In other words, are the ads bolder and more controversial because Absolut's target market has shifted?

For a brand that was once one of the few premium vodka brands on the market, Absolut now has a tougher row to hoe.

As for the "land grab" thing, it wasn't our description but was instead a reference to the advertiser's quote in the LA Times' blog post, the premise that prompted several of the reader comments that followed:

"The campaign taps into the national pride of Mexicans, according to Favio Ucedo, creative director of leading Latino advertising agency Grupo Gallegos in the U.S., which was not involved in the Absolut campaign.

"Ucedo, who is from Argentina, said: 'Mexicans talk about how the Americans stole their land, so this is their way of reclaiming it. It’s very relevant and the Mexicans will love the idea.'"

Thanks again for your feedback.

I think the ad appeals perfectly to people that indeed do have a good knowledge of history and the role that America played in the development of the underdevloped, specifically in Mexico. It appeals to those that are keenly aware of the injustices in the world.
This is continuing Absolut's history of ads that are...debatable.

I think the ad is great, I'm not sure what all the fuzz is about although i think it's funny that Mexicans still have a sore azz after getting it handed to them over a hundred years ago, but if it helps sell vodka, DO IT! Maybe they should of made teh entire North America one big Mexico! That would really stir National Pride!!! Go Mexicans!!!

hi there, do i have to subscribe to read? Julie

ps just linked to your blog on my blog too

Thanks, Julie.

Marketing News' print content is available to American Marketing Association members. We publish a semimonthly magazine, which is free with an AMA membership, and that content is also made accessible to members online at MarketingPower.com.

I agree with Christen! I find this ad very clever and creative and as a white American...a TEXAN, I do not find it offensive at all but rather quite entertaining! Bottom line: it's just plain 'ole GOOD advertising.

BECAUSE of the controversy it now makes me want to switch from Grey Goose (at least for one drink!) to Absolut! : ) CHEERS!

Their old ads were more creative and identified the brand better by using the shape of the bottle in the illustrations. For this campaign, making the Mexican territory extend in a manner that vaguely represented this old map but was really in the shape of the Absolut bottle would have been more playful and carried a better brand image. I think that would have been a better approach.

Aside from the marketing, for a truly great vodka, try Hangar One. It is made by true craftsmen and is much better than Absolut, Grey Goose, Kettle One, or any other. (And they don't use advertising. They they rely on their quality to carry word-of-mouth publicity and they also target relationship building with bartenders.)

It really is amazing how such large conglomerates can now interact on a one-to-one level. Social marketing is already such a strong tool, but when placed in the hands of a group that already has a strong following, such as major league teams, the possibilities are endless.

My recent research is focused on ways of engaging social media as marketing tools. An article of mine was recently published (see my home page) and another one is under review. In case you are interested I could email it to you. About the source's assumption: I work with a team of Spanish colleagues on a pilot study to identify the degree of integration of Web 2.0 into the business strategy of European (Dutch and Spanish)firms; Will be glad to inform you about the results.

What a great idea! Each business in that position has the opportunity to let a portion of their advertising budget really help others out! Go for it!

I just skimmed the May 1 issue during lunch. You're right, the charitable cause sponsorship definitely can attract those who feel passionate around a specific cause. It can be a good ad vehicle if you share that same passion and commitment.

It's one of the reasons many media companies have declined: a failure to interact with customers on a one-to-one level.

This partnership will benefit Barneys, because it will give them more credibility for "going green." I don't really see any monetary benefit for them, but its a simple way to market the "Barneys Brand." It helps them company look good.

I think it's still a very interesting partnership, and I am curious how well it works.

Are those people who will be buying these clothes in Target, going to also be shopping at a high-end expensive store like Barney's? Will those who already shop at Barney's be willing to buy these lower end clothes? I don't believe Target's target market (no pun intended) are those consumers shopping at Barney's.

The partnership between Target and Barneys is a nice marriage for two brands trying to reestablish themselves in this ever-changing market.

It exposes Target to yet another high-end merch line to further their goal of supplying 'quality' & 'fashion-forward' products as well as exposing Barneys brand to a 'money's tight' & 'conscious' consumer who may already know the brand but not actually shop the brand. If the Target clientele see value in the Barneys line at Target they are more likely to consider the merch at the Barney store when they can afford it. Who's to say our recession will last long? Recession or not, it's proven that people shop discount stores and luxe stores - get your disposable clothes (baby clothes?) at discount stores like Target and buy your more sustainable clothes and/or accessories at higher end stores like Barneys. But wait, they will be more sustainable (green) at Target, too! Added value to the max!

I happen to believe Target is drawing those people - conscious, luxe-focused, fashion-forward, deal shoppers - and are more likely to continue to draw them if they carry lines like Barneys - especially during an economic downturn. The luxe brand is a value-added line when Target's competition, namely Walmart, maintains lower standards. I expect those people are much more apt to shop at Target than Walmart as a result - the stores are nicer, the product lines better.

Barneys is jumping on Target's bandwagon to supply the money conscious consumer with a good brand at a lower cost with the hopes it will eventually bring them into their retail store. A palette-wetting gimmick - sure you can get the VW-version at Target but you can get the Mercedes-version at Barneys. A great gimmick for Barneys who might otherwise see a drop in sales and a value-added product line for Target.

...I would love to hear other opinions on the matter...

We agree with the commenter above as it's simply only being done for branding purposes it seems but no one can knock them for that reason ...it certainly is a good one - especially when it involves "going green".

Celebrities and pandering, oops advertising. Right. It's exactly that kind of elitist East Coast mentality that got Macy's into this mess in the first place. It won't fly here in Chicago, not after the cultural and emotional kicks-in-the-nuts they delivered when they obliterated Marshall Fields.

Wow! All the celebs Macy's uses have been in trouble with the law. Makes you wonder!
As far as "My Macy's" ? It's too late for that.

I know this article is about Macy's, but I have to comment on Martha Stewart here. Her previous jail sentence appears to be such a non-factor that even Macy's is using the Martha Stewart brand to help boost their own. It's a remarkable testament to the Martha Stewart brand.

Macy's greatest shortfall at the store level, know matter what city you shop in, is attention to the customer from a servicing level. Until they start delivering on this in a top-flight way, people are going to be wedded to the former store brand that Macy's acquired. That said, I believe that Macy's overall store look and feel in downtown Chicago is better than what Marshall Field's offered. The dressing rooms are bigger, better lit, and the layout seems to be better. But, customer service is LACKING at Macy's and Marshall Field had very good customer service. Celebrity brands can't fix poor service.

I believe that the G.E. brand is not something we as the youger consumer market have taken much thought about.

The new owners of the brand will have to do a better job of communicating its value to the future of the economy and society as a whole.

Maybe by starting a campaign on the history of the company and then making it cool and appealing to younger buyers can get the job done.

Fantastic! Thanks for sharing, David. I'll have to spend some time looking back at the archives.

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The value of the GE brand must be considered against the backdrop of the competitive appliance category(ies) in which its products and services compete, and the role of tangible performance attributes and intangible emotive attributes, along with price, in creating a perception of value for its brands compared to competitive offerings. Consumers have been learning that 'no name' appliances deliver good performance, and that often brand name manufacturers are using 'no name' overseas manufacturing to build their branded products. So, we've trained consumers to change their perceptions of the value equation, and therefore, choice, for appliance brands. Bottom line: the asset value of the GE brand in the appliance sector has diminished. Finally, compare the GE brand to the Whirlpool and Maytag brand strategies.

I have been in market research since 1986. My parents were both market researchers and we had our own full service and data collection company for many years. For the past few years, I have been more of a consultant and not a researcher. I have seen the world of market research and data collection change significantly with the advent of the internet and new data collection methodologies.
However, I am deeply concerned. A dear friend of mine for many years who knows my background signed up for Survey Spot, which I have come to discover is owned by Survey Sampling. Over the years, I have dealt with Survey Sampling as a client and I know Terri Coen personally.
My concern is that upon joining Survey Spot, my friend has received no less than 11 invitations to participate in surveys in a three day period.
He did the first survey and it was long and tedious and he definitely experienced respondent deterioration and filled out answers just to get the survey done and complete.
BUt, when he started receiving 11 survey invitations over such a short period of time, he called me to talk about it.
Now, I really don't do too many surveys on the internet. However, I am truly shocked at the sheer quantity of the surveys presented to respondents both in and out of panels. As professional researchers, how can we offer clients responses from respondents that are asked to fill out so many surveys in such a short amount of time. Albeit they are panelists, but even way back when panels first came into being, respondents were never overwhelmed with so many surveys.
I know it must boil down to money and cost efficiencies. However, are we sacrificing validity for the almighty dollar? And, what will that do to the quality of products and services that clients provide to the public at large?

I think a brand can survive beyond the founder if the brand has a powerful perception in the mind of consumers. McDonald's survived beyond the McDonald's brothers and Ray Kroc. I can't imagine Microsoft dying out when Bill Gates dies.

I think sometimes companies can sag after their founder dies because the company loses a dynamic leader who kept the company on the straight and narrow.

Companies that build a strong brand can survive. Companies that might be a strong #2 can survive, as well. However, a #3 brand or #4 brand would have a lot harder time, since most likely that person was the pillar holding it up (like your example of Wendy's).

I think the brand can survive but not by trying to be exactly the same as it once was. I feel could be the reason Wendy's and "At the Movies" have wavered in the absence of the founder. Rather than trying to hold on to the past the brand should take the opportunity to look for rebirth. This is not to say that the brand should disregard its roots but rather to build upon the image and take advantage of new perspective and positioning.

In my opinion, a brand's survival is dependent upon the strength of its management team and its ability to adjust after a sudden loss.

Like Chris, I agree that a brand can be reborn *if* it stays true to its origins. That's what brought customers to the brand and a way to retain them.

With Wendy's, a natural transition would have been using the cartoon character in a similar fashion as it's being used now. A sort of carrying on the family tradition.

The course a company takes depends on the culture and brand it created and the dynamics of its customer base.

And sometimes, as in the band the Grateful Dead, the passing of a founder means the end of an era.

I wonder how Newman's Own will manage that brand transition when we lose Paul Newman.

One might argue that "At the Movies" and Wendy's made strategic mistakes when each chose to brand a living individual rather than the entities living their brand.

Wendy's didn't lose its way because Dave Thomas died. Wendy's lost its way because the restaurants didn't embrace and live Mr. Thomas' founding values. (Forgive me, but where was "the beef.")

"At the Movies" had little chance at survival after the loss of Gene Siskel. The show wasn't a brand at all. Mr. Siskel and Mr. Ebert were the brands. (Two thumbs down for the "At the Movies" marketers.)

Strategic marketing mistakes like those are just as, or perhaps more detrimental than a company, an entity or an organization thinking (incorrectly) that their logo is their brand. Each are simply representations of the brand.

One's brand is the sum total of the perceptions your consumers or constituents believe about an entity.

To survive, personify a brand -- don't brand a personification.

Glenn:

I can relate to your story as I too have been experiencing an overwhelming influx of daily survey invites. I figured this could be a full time job with each survey taking 15-20 minutes to complete.

What is equally frustrating is that receiving these survey invites tends to dull my interest in answering surveys by companies or organizations I am truly interested in (i.e. the American Marketing Association). It's almost that a group of abusers are ruining it for more legitimate researchers (as is the case for nearly everything on the Internet).

However, I can't dispair at this state of affairs. To me it drives me to become more creative in my approach to connecting with my audiences -- customer or community. Perhaps the online survey is about to go the way of the 30-second TV commercial -- into obsolescence.

-- David Kinard, PCM
Host, Marketing News Radio

How the brand is perceived by the consumer will largely depend on how it continues after the passing or the departure of a person closely associated with the brand.

It goes to content and to quality. In the case of Martha Stewart, her brand was associated with a mass merchandiser not really known for quality and as such her personal problems had little effect. Competitors with a better quality product at competitive pricing using a known celebrity had more impact on Martha's receptivity to the consumer than merely her brand. In the case of Wendy's, even when Dave Thomas was alive, the chain was always in the third or fourth tier of fast feeders due to lack of innovation in the menu and quality of food plus the individual franchise service and adherence to quality standards. Since Dave's passing, the brand remains mired in the same problems as when he was alive. "At the Movies" had and continues to have a great opportunity to re-establish a brand with viewers. Ebert and Siskel had chemistry that came across to viewers. All Disney has to do is establish chemistry that entices viewers and the show and the brand will have identity.

Anyone involved with marketing to small or med-sized businesses knows that when a new owner takes over there are numerous times when the business takes on new life and sales and marketshare increase. In some cases, the business floundered or hung by a thread because of the image and practices of the owner. New ownership realized what the consumer wanted and filled that void thereby creating value and the consumer than established the brand.

It is important to note that the consumer ultimately establishes brand based on perception of fulfilling their needs, wants and desires.

This poses some great (challenging) questions for thought - but there's many variables in place that need to be considered:

(*) When will the ads air? During peak events like swimming, gymnastics?
(*) Does his campaign team team understand the DMU/DMP of his target market?
(*) Of course, the question...is this the best use of their funds or should he hit the road and go after more voter confidence?

Actually, George Washington didn't want to be the 1st president of the new nation if my history serves me correctly. That being said, I doubt he'd have grounded himself in Google either... :)

Thanks - great discussion topic for the blog.

George Washington was so poor when elected president, he had to borrow money to travel to NYC to begin his presidency. He had spent so much of his money during the Revolutionary War feeding and supporting his own troops (Congressional money was promised, rarely delivered)...

As for Senator Obama, why not use the money for an experimental energy effort in a small U.S. town? How can we begin to have an energy policy in the nation if we can't even demonstrate it in one town?

Today news hit that the McCain campaign plans to spend $6 million on the Olympics, topping Obama. What could be done with an $11 million budget instead of these Olympic efforts?

I think the his popularity gives him grace no matter where he advertises so this $5million will probably get him good results. On the other hand he could spend it in other areas more effectively but I think ego plays a big part on this buy.

When I see that our presidential canidates are going to be spending a combined amount of $11 MILLION dollars on advertising, it makes me sick to think what a waste! When I think of what that money could to do transform the lives of the people in this country. Health care benefits senior care or school lunch programs or cancer or aids or any disease research. I think it is a disgrace that we allow our canidates to spend millions of dollars to get elected in this country. I think that each canidate should be given the same amount of case say 1 or 2 million each to spend on whatever or however they way. I bet the negative ads and mud slinging would stop and they would then have to focus on the issues at hand.

Business concepts should follow a phased process of evaluation. Certainly, the four people cited by Jakeman do not represent a static group. Early phase discussions have a small group of 3 or 4 people, while later phase discussions, if they proceed that far, and have a cogent underlying Business Case, would have people from Strategy, Finance, Operations, Customer Service and Support, Supply Chain (for sourcing and logistics), and other relevant stakeholders who are responsible for integration with the business and execution.

Steven Haines
Author: The Product Manager's Desk Reference
sjhaines@sequentlearning.com

Sounds interesting, but unclear. I would like to know more.

Honestly, I had hoped so. However, after the lip-syncing young girl and the graphically-enhanced fireworks, I am already disappointed. To say that the actual little girl didn't represent their country was insulting on so many levels, and hurtful to say the least. Why so much deception?

Let's hope that the events speak for themselves, and someone takes away the marketing reigns from whomever has had them to this point...

I hadn't seen the story about the little girl singer before writing my post but did read it afterward; it definitely said old China to me.

After a two-week visit to China last March, I was able to better understand the present environment. Personally, I perceive the Chinese population as very respondent to outside (West) influences; however they are some of the few nations that embrace their traditions and do whateveer it takes to preserve them. I am indeed dissapointed with the facade they are trying to portray: the grandious celebrations, the impressive infrastructure, the "happy" faces. Marketing China the way we see it on television is a big dissapointment for the ones that actually get to visit it(or for the ones who dig in deeper and learn the real facts). Unfortunately, the real China is nothing like the beautiful things we see on TV.
I can't wait to see the closing ceremony!

I have a GE clock radio that my mom bought for me as a teenager back in 1975. It is still working, and I often think what a great value it is to have products that last and last.

Especially today as we work to encourage cradle-to-cradle green product design, it is sad to consider that as GE has moved the major portion of its opperations "across the pond", it is also jetisoning its commitment to quality.

Anyone know where I can get used GE products? I'd especially like to have an old-fashioned coffee percolator. :-)

I really enjoy most of the article presented. I am in the Sausage business which means I look mainly for things tha pertain to my business; what competitors are doing how manufactures are improve retail sales through internat and such.

Thanks for all the great write-ups and continue the good work.

I'm always into discussions on anything organic, so this read made me feel at home.
I'll bookmark the site and subscribe to the feed!

I don't read cover to cover. I often flip through cover to cover. Although I dislike the tabloid size of the magazine it is too cumbersome. The header in the upper left hand corner of the left hand page is distracting the way it is treated. There is a good amount of information, sometimes too much.

I can't count the number of times men (and only men!) have stopped me on the street and told me to smile. It irritates me so much that I usually snap and make a smart-alecky retort. Then guess what they tell me to do. :)

Interesting take. I think of Fuddrucker's and similar places now when you talk about "The better burger". Funny, I was at a Burger King recently and was talking to my boyfriend about how in High School we used to even use coupons at places like Burger King, it was a more costly lunch. Taco Bell, we could always scrape together some change for taco bell.
All of these places, plus or minus a more tasty/preferred sandwhich, are a matter of convenience. I think the dollar/$.99 cents menu is important for all of them to have.

These fast food places are still a hangout for teenagers, and a fast cheap alternative to travelers and time crunched families. Regardless of the addition of "health conscious" items, I'll never think of them as high quality.

There's an interesting discussion of three new books on men (Guyland, Brocabulary and Hysterical Men) in Holly Brubach's latest piece for the NYT's Style Magazine (men's fall fashion issue). Stereotypes persist, but talking about gender issues in mixed company (or on blogs like this) will really help.

Brubach quotes Guyland's author, Michael Kimmel, with what I think is a great point: "From an early age, boys are taught to refrain from crying, to suppress their emotions, never to display vulnerability.... As a result, boys feel effeminate not only if they express their emotions, but even if they *feel* them."

From the marketing team perspective - I'm doing some research into what men bring to the table as they consider their women's markets. Must they act disinterested out of a sense that the women's market is clearly just a woman's thing? If you can get down to it in an open discussion, might men admit that even discussing women seems to "touchy feely" and emasculating? What IF their boyhoods were like what Kimmel describes...

It's a tough challenge for marketers, but fascinating to dig around in and the reward of being first to really deal with stereotypes at this level may mean a few more men feel free to smile.

John, I had forgotten that your school was in Manhattan- In response to your poignant posting today, I will say that the tv coverage and remembrances went a long way toward reminding my children this evening. They are older now and get a new chance to grasp what happened and see the horrible images. I would hope that keeps up, just as every January 19 we hear Moartin Luther King Junior's speech. Any war is horrible, and perhaps they should all be televised or "YouTubed" so that kids see it and the horror is made palpable. I don't want it to engender generalized hate, but rather to engender a widespread aversion to war, and a move toward understanding one another. When two cultures collide so violently, someone needs to pay attention. Just my opinion.

John, I appreciate your article and agree with your thought of a national rememberance day for this tragic event in our history.
From Pfizer in New Jersey, I witnessed many colleagues in our auditorium crying in grief of their loved ones fate as they watched TV as the Towers collapsed. Later I witnessed the smoke of the Towers from a NJ viewpoint as I headed towards home to my church where I could pray. Ten days later, I spent a day serving meals at a ground zero restaurant to those helping to find the living and the dead at the site. My friend of 22 years, Joe Deluca, perished in the Flight 93 Shanksville Pennsylvania disaster. I visited there later to pay my respects and support their memorial cause. These were reality checks.
Today, as a Knights of Columbus Officer I am pleased to report that our Supreme Council resolved that September 11th be observed each year as a World Day Of Prayer For Peace-September 11th.

My thoughts now?

Well I recall buying two small flags the following Sat and distinctly recall
thinking this patriotic mindset -- the kind our parents would recognize from WWII -- would not last.
I thought I will be embarrassed to have these flags. Embarrassed.

Maybe that same Saturday certainly some Sat not too long afterward, 3 weeks? We went out to dinner.
The sense of unease and quiet was expressed in everyone's faces, more important there was a seriousness.
And I knew that too would not last.

Why did I know these things? Well I know my generation and I know that of my parents and yours.
I know what both are made of.

You and I are still those marginal men betwixt our parents and our peers.

Over time, I've come to love my parents and grandparents and uncles andaunts more and (many, not most of) my peers less.

That's what I take away from 9/11.

After having read a few of Jack's books, I was anxiously waiting to hear from one of my favorite marketing gurus.

Frankly I was disappointed. It seems fairly apparent that the new world of marketing has passed Jack by. I believe most of us marketing folks have a reasonable strategy for dealing with the traditional and legacy aspects of marketing. After all, we read Jack's books!

However, the new world of marketing is based on the no longer emerging, but now increasingly prevalent social media and mobile marketing venues. These are huge rule changers--true paradigm shifts. Sad to say, but Jack had no clue. Unfortunately, many or most of us don't quite know what to do with these venues either.

The one good thing is to know that Jack's in the same boat as the rest of us!

What's with the Red Star? Target Lite? How many of us remember Soviet military sporting that icon on their caps?

Whirlpool has done a much better job recently of global differentiated product management and line management than GE, which has lost focus. A lot of this has to do with cultural changes and financial management of its businesses and less to do with the marketing function or creative brand management per se.

Product design (IDEO, Frog Design, etc.) are largely commoditized and the far east has caught up through outsourcing design to Germans and struggling US design firms. I believe it is just a normal part of the global product development lifecycle and a migration towards lower-cost producers ... the natural fate of GE's appliance business due to global competition.

Yes, we may be returning to the era of basic fundamentals in banking and credit. Credit will be tighter that what it has been recently, but everyone can (or should be able to) see where loose credit has gotten us. The marketing community will have to sharpen its focus back to the fundamentals as well.

There are still opportunities to market and sell in difficult times. During WWII when a new car was no where to be found, car manufacturers like GM and Ford still promoted automobiles, as they knew after the war was over demand for new cars would be there. Keeping their name and concept car ideas out in the public view put them in a better position once the war was over. Car manufacturers that did not run similar promotions did not survive.

During the 1970's during the oil crisis car sales also dipped, but Joe Girard, recognized by the "Guinness Book of World Records" as the most successful salesman, still managed to sell cars when others barely moved one a month. He did it through marketing himself through what we would now consider guerrilla tactics.

Even in an era where new media is replacing traditional media, there still are opportunities for savvy marketers to help their clients and companies survive and flourish.

Loose credit probably contributed to easy marketing; where anyone could toss advertising dollars out there and see some results. Now things will get interesting as those marketers that craft sound marketing plans with ROI monitoring will survive. Difficult times in a free market, capitalistic system tends to weed out the weak and build up the strong.

Marketing's future is still bright for those that can see and seize the opportunities that lay before us even in upcoming difficult times.

I totally agree with your report and point of view, but when will the marketing industry become more integrated with the rest of the business operation? In my opinion, most marketing and advertising firms are more concerned with the accounts and expenditures than the relationships and the relevancy. With this recent crisis, it's obvious that many of the financial professionals are reluctant to have restraint in the midst of potential growth, so how valuable does that make the marketing professional in an organization who can only speak to growth but remain silent during times of necessary contraction?

I think I'd be the new Old Spice campaign. Over the last year they have maintained their 'old man wearing cuff links and a nicely pressed suit image' but diversified their market by reaching out to the younger, more main stream audience using celebrities acting vulnerable. Will Ferrell, LL cool J, Brian Urlacher. If I had to be a brand, this isn't a bad lineup. handsome old man, with a sense of humor who smells good.

You can also accelerate your progress in linkedin.com by joining your offline association's presence (group) in linked in. This exponentially expands your linkedin reach.

But, it can be done right . . . and well. Allow the ideas to surface naturally and holistically. If there is something about your product or company that aligns with what Obama stands for, you won’t have to look for it, it will be apparent. If you have to dig for it - stop! It’ll come across as forced and hurt your credibility.

Fantastic marketing. Give the consumer where they want, how they want it.

My company hired a CMO 3 years ago for the first time in its 55-year history. We fired him 4 months ago. It certainly helped position the marketing department's resources and strategic clout within the organization. However, this person immersed himself too much into the day-to-day and not enough into higher level issues with other members of senior management, which should be the mission of a CMO.

For example, there's an opportunity in our company to better integrate our franchise development (i.e. store expansion) strategy with our marketing strategy. However, this individual was more concerned with the day-to-day of brand management and other tactical matters (i.e. reverting to his comfort zone). He failed to realize that we needed him more involved with Senior. Management and less in our day-to-day.

As a result, he struggled with getting decisions made and delegating authority. We spent a lot of time planning and no time actually executing the plan until after he was fired. We also now have excessive title inflation in the office (i.e. a lot of director titles given to people who are at best managers).

A CMO position has merit, but it has to be the right person: someone who already has a proven track record of success, and understands how to bridge gaps between marketing and other parts of the organization where appropriate.

I agree that there is more and more opportunity to use LinkedIn as a marketing tool. When I have answered some questions in the Q&A area, I have been contacted for a longer discussion by the person posting the question. I am convinced that most LinkedIn users are underutilizing its features, and am happy to see this article!

actually it looks a little like the back side of a plumber - red shirt, jeans and a little bit o skin

Yeah, I saw this just now and googled the tagline to see if anyone had written about it. They definitely did that just to appeal more to people who are probably too young to drink.

Your post has on internet marketing is definitely true. Internet marketing has opened new ways of attracting visitors to the website giving the webmasters a way of earning cash as well as web status. Let's see what the future holds for internet marketing.

Episode XI Studios took four of our best customers and two of our largest prospects out for lunch. We took a back room at a local restaurant, had the TV's turned to the inauguration, and had a great time. The lunch must have worked because we received a signed contract out of the deal...it was a great day!

Thanks for the shout out on your post. I too was very impressed by Susan at Sharpie and great to see her spirit of "just doing". You can't accomplish anything if you don't start it.

What a clever tactic used by Claritin. This could be a trend for the future. Do you have a link for this clip?
PIET'S RESPONSE: Thanks for the comment! Alas, I wasn't able to find the clip on YouTube before blogging about it. But I'll look again, and see if I could get something from Claritin.

Interesting observation. It is impressive the ways marketers respond creatively to technology that tries to thwart them.

In this case, I don't think that folks who work outside the marketing realm would notice or be put off by this.

I agree with Mr. Grisolano that President Obama expresses genuine concern for Americans and the problems that we face. As a result, I also believe that his leadership style will be one that others will begin to emulate as he embodies the example of how to do the "right thing."

It is a special gift that he has in being able to communicate with people and make them feel at ease in his presence. His ability to talk with people from various backgrounds and generations is refreshing in a time when so many Americans are wondering about how to survive.

From a marketing standpoint, his campaign was and example of basic truth in advertising ramped up with the technological tools that enabled him to conduct a cross generational campaign.

It's love all the way around, Adam. I envied your meetup and am thinking how sharpie can hold similar, only with markers and permission to write out loud on tap. Great presentation!I noticed you didn't finish your lunch : ) : ) Thanks for the post!

Shouldn't the true measure of what worked and what didn't be the sales that resulted from the ads? Clever, cute or otherwise "creative" material is meaningless if it doesn't drive revenue. For example, if awareness, visiblity, online chatter doesn't lead directly to SoBe selling more flavored water in Q1 than projected (at least over the cost of the ad) then it failed, no matter what people think of its creativity.

While I agree with your assessment about the creative execution of the ads, what really counts is if the ads sell more stuff. That won't be known for a while. Chances are the GoDaddy ad did drive people to their site to see what else Danica Patrick was going to do in the shower. It was measurable. It wasn't brilliant cinematic execution but then again it didn't need to be.

What about the Bud in the office add? People in the offices are talking about it. It is a good point to say that true measures of these ads are the next recent measurable, but I believe long-term brand identity and positioning can be benefited from Superbowl ads.

Seems like UL should explore social media marketing, especially to expose the brand to a younger target that may not be as familiar with the company's promise.

These networks love information over fluff, so bringing these tips to life via Facebook, YouTube and other social media would be a home run.

GM did blow it with Saturn because two other forces, the unions and the traditional GM dealer network felt threatened. GM didn't fight hard enough to keep the integrity of the vision it had for Saturn. The Saturn brand should have been the shining example that transformed the American car industry. Sadly, it will be relegated to a discussion topic in business school.

You mentioned the Prevent Cancer Foundation - sadly a lot of these organizations are in dire need of funding. It would be nice to see one of these major organizations kick some money towards a charity as part of the promotion instead of just focusing on those that may be adversely effected by the economy. It would capture a much larger potential customer base as even worst case 90% of us are still working.

All publicity is not necessarily good publicity, but with the emergence of so many tools that give companies the ability to respond publicly to anything at anytime, even bad publicity can be turned into a good opportunity.

In conversation marketing every bit of the market conversation should be considered and used to better a company's products, processes, business decisions, image, etc. Companies should not fear bad publicity--bad stuff happens, people react to how bad stuff/mistakes are handled.

With the Amazon de-listing of books this weekend (see this blog post for a summary http://tinyurl.com/lopws), they missed an opportunity to take a major company error and turn it into a positive and proactive approach to talking with their customers. Had they been monitoring the market conversation (yes, even over the weekend) they could have quickly replied to Mark Probst directly to apologize for the error in delisting the books, but also they could have reached out to all their customers and said, "hey, we're human, we screwed up and we know it, but we're going to do everything possible to rectify the situation asap. Today and tomorrow, we will be offering a 5% discount on all the books that were effected by this."

Responding to negative issues that are raised in the market conversation has to be timely and sincere. A response like this would not only apologize to the customers, but to the authors of those books as well.

Thanks, Nina!

I just posted our first PPC/video campaign. The set-up is seamless. Start the campaign on YouTube and you end up looking at it in your AdWords account. I wonder what will happen to the YouTube "Insight" feature. Thanks for putting this scenario into perspective.

Domino's DID decide to do a video in response to their disgusting employees. It was a pretty long and detailed one, too. I believe they released it about 2 days after the gross video.

I thought it was very smart of them to use the same media tool, that could have/will very well destroy them, to try and fix the problem. They took a huge risk of directing more attention to the scandal - we'll see if it works.

My career experience has been largely in information technology strategic planning for the financial, telecommunications, software and non-profit industry, but I have worn multiple hats throught the years. I believe the advent of social media and networking, particulary to support B2B customer conversations, enables and "forces" us all to become "Renaissance" marketers as our digital footprint is so pervasive that almost everytime we touch a keyboard we are represent our professional or personal brand! :0

Excellent piece demonstrating Hispanics are just like any other immigrant community in search of a good life and the opportunity of success. This strategy should be replicated across the spectrum.

With all these big name companies, I feel it is important to mention that the same ideas work for small business too. We were started one year ago with a simple idea and it is helping us still grow today.

I'm not sure I agree with the concluding statement in this article. Agencies are facing a double-edge sword. Either the agencies made some significant errors in marketing/promotional strategies for an upcoming OBVIOUS economic downturn, or they have no control over these factors in the business world. Any way you spin it, it doesn't look good for many agencies out there.

In these economic times, prices are shifting, demand is unstable, and product mixes are uncertain. These businesses are trying to figure out where to go in the next six months. So, it's totally unrealistic for agencies to be waiting for "clear communication" from their clients.

If anything, agencies need to spend this time reworking, reconfiguring, and restructuring for the new economy. Clear communication and concise objectives only apply to partners that are relevant to the needs of the organization. This is a statement about the relevance of agencies to current client problems.

Kenyatta,

Thanks for your comment. I agree with the majority of what you said, but would respond to “it's totally unrealistic for agencies to be waiting for "clear communication" from their clients.” I actually agree, and in regards to existing client relationships, I mentioned agencies need to be patient, but more important than ever, need to focus on new business.

So I’m not advocating a “wait-around” approach at all in terms of new business, but in regards to existing/current clients specifically, and the survey and our current agency clients bear this out, you’re correct-clients are trying to figure out their future game plans.

On top of that, there’s an apparent lackluster communication flow in many cases. Which leads to your point regarding reworking, reconfiguring, and restructuring. Per the post, and from a disclosure standpoint, my firm focuses on agency new business efforts, but I would stress, whether an internal or external effort like ours, a consistent new business effort needs to be an integral part of any overall agency business plan.

I have to disagree with Kenyatta's comment, "it's totally unrealistic for agencies to be waiting for "clear communication" from their clients."

True, agencies should never "wait around" for direction. If you're just waiting to be told what to do, you're not thinking and you aren't working hard enough to help drive your client's business. However, it is not acceptable for a client to keep an agency partner in the dark and "hope they figure it out."

I have been on both sides of the business, servicing and working for F50 corporations. Consistently, clear communication was at the core of any success. Once clear communication disappeared, the relationship and results deteriorated.

In the end, communication, which leads to trust, will build the best and most beneficial relationships for BOTH parties.

Thanks for the comment Shawn, I think you essentially nailed it.

I appreciate this post, some nice fundamental reminders. And speaks beyond just consumer brands as well; in our experience (new business for marketing services companies) an agency brand, for example, can suffer the same kind of erosion through poor decision making. Seems like a simplistic statement, but you'd be surprised how often agency principals forget this basic tenet.

Jim,

Although I didn't take that survey, I had a similar experience this morning with an item in the emailed Marketing Power News which, in my opinion, showed a similar lack of editorial discretion. Like you I did object. AMA should not be so desperate for content as to just post anything to the web site.

I can imagine it felt like a low blow to submit survey data - and receive an ad from a competitor as your "reward." Wow, really bad PR for AMA!

On the survey question - free online surveys vs established research firms - I imagine it comes down to dollars. If you have the money, I would recommend an established research firm, since very few individuals have the training to create or analyze a survey as effectively as a research firm.

However, for smaller companies that are watching their dollars, that might not be an option. For them, having a free online survey at least provides them with some feedback, albeit not as professionally done.

we have used 2 online survey services, both turned out well with no conflict

re: editors note- I say that due to the tough economic times, free online survey options are a valid resource for those who choose to use them.

Established research firms will always be more accountable and trustworthy, but when faced with situations like most struggling companies are now, it is a feasible and economically suitable solution to use the free online surveys.

When I see such a huge percentage of marketers in a first-rate firm like GE that lack formal marketing education, I cringe. I don't doubt that they are all very effective at what they do, but I worry about their vocabulary and their interpretive/judgmental skills.

Words like "brand" and "positioning" get bandied about a lot in the normal course of a marketer's day, and people who learn what these words mean by experience, rather than by theoretical investigation, may be missing some very important grounding. I think this is how some of our marketing vocabulary gets mangled and/or misunderstood.

Action as such is good, and certainly preferable to studied inaction. Too, experience may be the best teacher in many cases. Yet theoretical grounding is essential to having a broad enough knowledge base to effectively interpret what one hears and sees and then to act on that. Missing knowledge is a kind of negative perceptual filter that can be just as effective at screening out or garbling important information as other common cognitive errors like prior hypothesis and group think.

Looks very futuristic very cool. I like the 3D painting looks very good.

Personalized Christmas Ornaments

LOL Cute picture.

What a great way to get more people drinking it.

This is a great reminder to all of us. But never forget the saying Ready, Fire, Aim!

Really stupid mistake. So small stuff and so big mistake.

Wow. That is an absolutely huge mistake!

It shouldn't matter if you're big or small, typos will kill your credibility. And it's ultimatley your responsibility as the client to catch them -- don't blame your agency!

Great point Laurie, and everyone else. Many thanks for your comments.

This of course isn't the biggest marketing mistake in the world, and there's going to be plenty of bigger ones in the near and distant future. But this was a careless error nevertheless that could, and should, have been avoided.

Keep an eye out all. Don't be so distracted by the big picture that you forget the little details. And make sure you have good copy editors!

not to mention that "media" is spelled "meida" in the website's footer: http://bit.ly/8lZmwr

Wow, good eye Ryan. It's official - OneRepublic is in desperate need for a copy editor.

Dear Colleagues,

John here just checking in to say how excited I am blogging for the American Marketing Association. I invite you to share your thoughts concerning applying the marketing lens to the issues of the day. And oh yes, it's always easier when you keep marking in mind. Sincerely, John

I'd be interested to read the previous posts on banks referred to in this article. (None of the words up there that look like they are supposed to be links are actually hyperlinked.)

Great piece...thanks!

Another honorable mention for aol.
Their rebranding was a bit disappointing.

John here checking in and thanking my blog readers for their comments. I love hearing from you and encourage you to tell your freinds and colleagues that there is a new kid in Town who would like to hear reactions to his posts. Hope this doesn't sound too promotional--it's just normal marketing activity. And remember, it's always easier when you have marketing in mind. A domani, John

does anyone ever approve any of the comments on here so that they actually show up on the site??

I had never watched Conan until this fiasco. I gained respect for him and lost all respect for Leno.

Advertising is ephemeral, John, so identifying a weekly winner and loser is worthwhile. Still, I'd argue against your choice of the GOP this week - there's more newspaper punditry in the post-Mass election hype than party positioning. Other than having it tattooed on their foreheads, I don’t see how Republicans could make their stance in favor of government-free enterprise any more clear.

I would offer the opposite: The brand of the Republican Party is, in fact, this past week’s winner. (And Conan O’Brien can keep his ol’ $45 million!)

Couldn't agree with you more. I'm stoked for the iPad applications though!

Thanks!

John -

On Toyota - this is certainly not their first quality issue in the past couple years - they've had significant problems with engine sludge on lots of cars and premature frame rust on the Tundra. Just google "Toyota Sludge" or "Tundra rust" and see what comes up. Consumer Reports doesn't automatically recommend their cars anymore, which was a huge blow - the people that read that CR are the same ones that buy cars that are basically appliances - Toyota's core customers. Their reputation has been sliding slowly, this just accelerated the fall from their perch high atop the quality mountain. I think plenty of people (rightly) still believe Toyota makes a good product; they're just going to have to fight with Ford, GM, Honda and Hyundai for that title now instead of owning it.

And for a good perspective on what the Toyota recall says about our society, check this out: http://bit.ly/bBuSSx

Kathy/Steve, Good Morning
Pretty interesting post, thank you. Engagement seems to be the special sauce that so few brands are really able to execute.

In our own business at Digital Sherpa it s our biggest challenge to overcome. I love your Sears example, as the have taken an average run of the mill company and created an interesting community