It is time for all of us interested in experiential marketing and advertising to offer brilliant insightful comments about the annual parade of Super Bowl ads.  The Burns-Hauser blog is no exception in its attempt to understand the social, business and cultural context of the event and its supportive advertising that, ideally, pays for the show.  Here are a few observations before the big event that we would like to share. 

An Experiential Marketing Rant...

What's that I say? Content is queen in the world of advertising?

You betcha'

I've said content is king in other domains, but when it comes to advertising content is queen.  Which, of course, raises the obvious question ­ What is king?

Connected meaning and relevance is the king of advertising .  Without it - you simply have a seemingly pretty form of art.

One can have the best content in the world in an ad, but if the content isn't connected in a meaningful and relevant way then you'd be hard pressed to remember who even created the ad.

BRAND RECALL ='s ZERO

The ad was funny? So what?
The ad had killer visuals? So what?
The ad was entertaining? So what?
The ad was creative? SO WHAT?

If the ad's creative doesn't creatively make the ad meaningful and relevant than I would argue that it was just a nice piece of art...or a cool short 30 second video.... or a... you get my point:)

The most important part of the creative process is connecting to the audience on as many levels as possible through brand relevant communications.

OK. Back to bed....I feel better now

At the end of the year I think those that feel compelled to blog also feel compelled to write something profound . . . a testimony to the past or some insightful revelation about 2008 or the world to come.  I fear I have nothing that sweeping to offer - but do want to share a recent thought with our readers.  I am driving across the country - from Austin to San Francisco enjoying the "green" feeling at the gas stations that only a Prius can give - and listening to books on CD.  I love doing that - I mean, show me a kid that doesn't like being read to! (OK, so I'm just an old kid.)

Thomas Friedman's "The World Is Flat" has taken me from Texas through Arizona - and I found it stunning.  Beautifully written and well read by Oliver Wyman it's long -- something like 20 hours - but you feel a lot smarter after listening than you did before.  And, if you're part of this global nation called The Experiential Marketing Forum you see the implications of Friedman's convergence treatise for experiential advertising and global brands.  He sees three major trends shaping the future; a truly global supply chain and attitudinal shift based upon world-wide, real-time, collaboration and communication; the rapid adoption in nations like India and China of new technologies without the restraints of an existing infrastructure coupled with entrepreneurial desire not only to be on the playing field but to dominate; and the addition of several billion new people into global marketplace.

Open source and rapid advancement of what we had called "3rd world" countries reminds me of the writings of the Russian revolutionary Leon Trotsky where he pointed out that "a backward country assimilates the material and intellectual conquests of the advanced countries" - and as we now know, can in some cases surpass them.  In any case Friedman tells us that when nations become an important part of the supply chain, their economy improves as does the global economic outlook as well.  He also points out that being a part of a vibrant and competitive global supply chain serves as a deterrent to war since the reallocation of a country's resources for weapons and warfare clearly take that nation out of the global economy during the period of conflict. And, once it has lost its "place" it may well take years for that nation to regain its supply chain position and stature. Effective messaging and communication - with businesses as well as consumers - is central to the 'flattening of the world' and serves to actually strengthen local and regional identities as well as develop international knowledge of capabilities, products and services.

So, guess what?  That's where we come in! It is the open systems that The Experiential Marketing Forum provides that will accelerate this process.  When questions are asked concerning how a new bank was introduced - or what was done to support the viral spread of a new application and those of us who have been there provide some advice or a case history the discipline of experiential advertising jumps forward a notch or two - just as Trotsky and then Friedman suggested.  The global community being built by The Experiential Marketing Forum is still in its infancy but maturation of that service is taking place rapidly. Soon the impact of those who have led the experiential discussion will broaden and the innovations being introduced in other nations will contribute to the level of service of all practitioners.  In advertising - as with technology and commerce - the world is flat.

I have seen lots of techniques for bringing about change, and more importantly getting people to change their consumption behavior.  There are several techniques that fall along the technical spectrum ­ from the great to absolutely insane.  Apparently the NFL has decided to craft their own M.O. -  ­ Inflicting maximum pain (shock therapy).  The NFL knowingly inflicted maximum pain to the very fans that have allowed the NFL to grow and prosper over the decades ­ - how awful ­ - and falls along the insane in the technical spectrum.

I was in Austin, Texas last week and I was watching the local news and happened to catch the uproar regarding the local cable provider not being able to carry the Cowboys game. Apparently, the NFL channel was charging too much for the service provider to carry the game.  Who loses in this equation?  The fan of course ­ - and in the long run, which is what counts, the NFL!  Obviously, the NFL knew that this was going to happen and simply didn't address the situation strategically ­ - ouch!  To use some football terminology -  ­illegal procedure against the NFL.

I'd like to suggest that the go to market strategy for the NFL channel would have been to come in with a great value proposition and a strategy intended to get fans excited about the channel instead of playing hardball with the service providers. It's actually pretty simple ­ - drive demand through positive means in lieu of hardball.  The NFL had an amazing opportunity to get off of on the right foot and connect with their fans.  Instead, they wound up on the 6 and 11 o'clock news with people griping about the way that they were handling the situation.

This is the same NFL that has the NFL Experience at the Super Bowl, and is trying to extend overseas with an aggressive strategy.   Yet, domestically, they feel that it is OK to alienate their fan base.  Are people going to stop being fans of the Dallas Cowboys?  I highly doubt it.  However, they will dislike the NFL, which in turn will keep them from participating in anything that exists outside of their home team's ecosystem.

I think that the folks at HQ need to huddle and rethink this one.  Try again.  It's 4th and 9 with some time left on the clock.  The game isn't over yet, but they have certainly rung up a personal foul.

December 27, 2007

Note:  The NFL just changed their position.  In what is being reported on CNBC a brilliant PR move.  Brilliant? How about common sense.

I assert my C3 over the marketplace that exists inside of me.  I, like most people, have my own weighted C3 (convenience, control and choice) algorithms that exist in my head.  Certain things are simply more important to me than they would be to somebody else.  Its not really important how we calculate our own C3 settings - it's just important to note that we have our own independent ranking systems in which one C is more important than another.

I had an interesting conversation with  Walt Mossberg as we happened to bump into each other at an early pre-conference breakfast in Tel-Aviv recently.  He is a smart and engaging man and I'm not quite sure that I've ever run into anybody as tech savvy as Walt.

He said he had attended my presentation and wanted to address one of my points. He wanted me to know that the technology inside the iPod was far superior to other MP3 players.  You see, in one of my presentations I start heading in a direction that addresses the proliferation of technology and how it has redefined the way we talk, and the way we listen, and the way we act.  Then, I kind of bring it back to basics with a slide that speaks to the importance of having a power brand.   The normal example that I use states:

An orange is an orange…….
Unless that orange is branded…….
In which case it is a Sunkist orange

In this case Sunkist can get a premium price as compared to other oranges that come out of the same exact orchards.  The slide is intended to address the notion of brand equity.  That little label and what the branding represents allows Sunkist to sell their exact same orange at a premium price.

Before I jumped onstage I realized that Sunkist oranges don't exist in Israel so it wouldn't have been a relevant example.  I immediately went to replace the slide of the orange with a cup of Starbucks coffee.   However, when I did a little research I found out that Starbucks had failed miserably in Israel.  So, that wasn't going to work either.  I finally decided to go with Apple and the iPOD.  The new slide stated:

An MP3 player is an MP3 player……..
Unless it's branded……….
In which case you've got an iPOD

My intent here was not to get into the nitty gritty of the technology, but just to get people to realize that there was one brand/product that stood head and shoulders above the rest.  After all, for most of us the iPOD revolutionized the way that we thought about our digital content.  My intention was not to say that all MP3 players are alike, or that this is a parity space...  Clearly, certain devices are better than others.  

If one was to view the slide as a technology expert then Walt's point was absolutely correct.  The iPOD's technology makes it a more sophisticated device than the others.  Does that mean that everyone will continue to buy the iPOD?

In short  - NO!  Many of you may know my iPOD saga regarding the dead batteries etc.  It simply became too painful to own an iPOD.   As Walt and I were talking I reached into my pocket and took out my new Sirius Stiletto.  I told him that this was my kind of device.  Walt replied with a few comments about how the device was inferior to the iPOD. He pointed out that it had a lot less storage etc.  Again, there is no arguing with the king of technology - not that I had any intention of doing that anyway.  I simply asked him how much pain I had to go through with the technologically more sophisticated device before I would change my purchasing habits, and for that matter - how much pain was the rest of the marketplace willing to take?  One thing I've noticed in all my travels is that as you are banging your iPOD against the airplane seat you will undoubtedly find someone that has their own painful iPOD story to tell.  Which always makes me wonder when the iPOD's reign will be over.

I pointed out that for me the Sirius was a better device because it offered me more C3.  I really don't always want to know what song is on next, which is why I love the satellite radio feature.  I do like to store some MP3 songs, and occasionally I use the wi-fi features.  Walt asked me if I liked the fact that others were selecting which song I would listen to next.  Honestly, yes - sometimes I do.  There are so many radio stations that cover every possible genre that when I choose a station I am fairly certain the majority of songs will be ones I enjoy from that particular genre/era.  Don't get me wrong, I still love the pre-selected song lists we all create, but sometimes I want to be surprised. I can be surprised with my Sirius Stiletto.  That makes me feel good.

When Walt and I were done talking I had a quick chuckle because I had just inadvertently asserted a point I often make when I speak about technology.  A piece of technology can be the most sophisticated thing in the world, but if it doesn't enhance my lifestyle, then it isn't for me.  I like the fact that I have more options with my Sirius device because my track record indicates that I don't need to carry 80 GiGs of music with me at all times.  

When this line of logic comes up my mind will often drift to the Beta / VHS battles of the 1980's, and the newer example of the Nintendo Wii.  Beta was by far the better technology, but VHS won.  For me, and for most, it's about what meets my needs and not what is technically the most sophisticated device.  If technical sophistication was the holy grail then I'd never be able to drive my 1973 Land Rover series III A.  The darn thing doesn't even have air conditioning or a radio for that matter.:) You couldn't give me a new Land Rover, but they're going to have to dig a hole big enough to bury me in my Landy. C3.  It rules.

My favorite part of the two way dialogue/conversation/chat :) between brand and consumer is showing itself in the area of product design.

Essentially, what is happening is that brands are beginning to understand that they couldn't possibly figure out what each individual customer wants. It was also impossible for them to be able to afford the customers any level
of customization in the age of mass merchandising.

We know that they have been trying for years to get us to buy what they alone manufacture. They've essentially been producing vanilla/plain products and then been letting us know about these products by shouting at us via monologue messages on monologue media. Advances in all arenas have allowed brands to open up the dialogue.

(I kinda' touched on how this is changing in this blog post)

The brand spoke first by designing the basic part of the shoe, and then allowed me to reply by customizing the shoe exactly the way that I wanted to - how brilliantly simple.

This type of activity clearly goes way beyond advertising and creeps into the realm of product development. In my many chats with corporate folks they always tell me that most of the best innovations come from their customers - not their product development team. However, the customers have been shut out for years. A few connected customers saw their input infused into the products and services.

The opening of the door to the every day customer is a great way to see how the monologue world has shifted to a dialogue world.

Granted it will take 4 weeks to get my conversational shoes, but I was involved in the conversation. As you might have guessed - the shoes contain lots of swivel orange.:)

You can't go 5 minutes without hearing somebody talking about the conversational marketplace. It's not that I don't agree, but I wonder if these folks can tell you what they really mean when they say it. So, you know me, I decided to ask a few folks.
 
My typical question is what does that mean? The typical response was it's a dialogue with the customers. Which, of course, makes me ask what does that mean? It's about engagement. Guess what my next question is. OK, but what does that mean?
 
These conversations could go on for days, but I have come to the simple realization that buzzwords rule the marketplace. They are fun to throw around ­ I guess.
 
Let me chime in with my .02. I believe we are in a conversational marketplace in which the customers are more empowered than they ever were. We are in the midst of a marketing landscape where a great campaign's messages can and will have real value to the audience ­ on any media. If there's value in it for them, they'll want to listen to what your brand has to say. You'll, dare I say, engage them. This is key because engage means not just to get someone's attention, but to hold it for a period of time. This allows the brand to form the essential brand/customer connection - the key to brand recall ­ the holy grail of advertising. If you aren't doing something right then your campaigns are just noise in the ethos.
 

Where does this conversation with the customer begin? I like to say that every conversation with customers and potential customers starts with a proper introduction and a hello. Where does this hello happen? It can happen anywhere. That's the beauty of the conversational market. You want to start off on the right foot, but you really aren't sure where the audience is going to be introduced to your brand. This highlights the importance of anchoring all campaigns around one great theme/idea. This idea will manifest itself differently on every platform, but the message will be consistent on every media and therefore won't be brand schizophrenic.
 
The first introduction should invite the customer to participate and/or further explore the brand. This is where the conversation starts. Think of customers as friends. Think of your brand as a friend ­ be nice, bring gifts, and show up often.
 
When you do this right you'll be able to have your conversations with your customers over coffee.;) You'll be that good of friends :)

Those that know me - know that I am a sneaker guy.  I love cool kicks.  No matter where I travel I try to find a unique pair of shoes.  I love the independent shoe shops that get the limited pairs in all the colors that everyone usually deems heinous.

I can't recall off-hand, but there is a killer little shoe store in Lincoln Park, Chicago where I got my gold and orange Pumas.  I knew a gem when I saw them - I bought what they had in my size.  They are truly a rare find.  During the shoe buying process my shopping partners usually look at me with utter dismay.  The questions are usually the following:

Are you out of your mind?
Are you really going to wear those?
Why are you buying 4 pairs of the same shoe?

I chuckle at all of the questions and leave feeling like I've won the lottery.  It's the feeling of finding a shoe that I would have designed myself - a brilliant feeling.  A feeling that comes back to me every time I put them on.

The feeling of having found something that I would have, if I had the talent, created myself - hmmmmmmmmm.

Today I got the itch to shoe shop, but I had no desire to go to the store today.  So, in typical fashion, I Googled custom sneakers.  What I got was quite a surprise! I found tons of little shops along with all the usual suspects.  I went to the K-swiss web site and they afforded me the experience of designing my own shoe.  Not the exact shoe that I wanted, but a good enough whack at it to say I made these shoes.  I think that at the very moment that I hit the purchase button - that very moment - K-Swiss synched up with brand me.  K-swiss transcended their brand name.  They allowed me to create my shoes by simply using their shoes as a starting point.

K-swiss offered me the experience of doing something that I've always wanted to do, but never really found the time.  It took me a minute.

K-swiss's experience allowed me to create something I will connect with, and how could I not?  I created it!  And now I belong to K-swiss.  Foot and sole.

1. http://www.marketingterms.com/dictionary/cpm
2. http://www.imediaconnection.com/content/16682.asp
3. http://www.johnwellis.com/jump-off-now-the-cpm-advertising-model-ship-is-sinking
4. http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part1.pdf
5. http://bigesomar.pdfbigesomar.pdf