Ted Simon - Just a Marketing Minute

Can I Wash Your Car by Email, Sir?

October 15, 2009

This landed in my email inbox yesterday. You know that we're living in a digital world when a local car wash engages in an email marketing campaign to promote their services and draw customers.

At first, I laughed and thought: 'What is this world coming to?' Then, I thought: 'Brilliant!'

I don't know who these Beacon Bay Auto Wash guys are, but I give them props. They've enhanced their marketing efforts by reducing their costs (no printing of flyers, greatly reduced mailing costs vs. snail mail) and improved their ability to track their promotion's results, which will enable them to better target their efforts in the future (assuming that they do the back-end tracking).

Okay, it's not perfect -- this chain is in Orange County, south of Los Angeles; I live in Marin County north of San Francisco. Oops. But, that's the beauty of a campaign like this -- if it's set up properly (I'll give them the benefit of the doubt), I won't respond, my name will get chopped from their list and they'll move on to focus on better quality prospects. I probably cost them somewhere in the neighborhood of $0.001. Even a car wash service can afford that!

With all the tools out there today, conducting an email campaign like this is a snap (no shameless plugs for one service over another...you choose the one you like). So, don't be surprised if you start seeing more of these coming to an inbox near you soon. And, therein lies the biggest problem...do any of us want MORE emails?!

Sigh...Progress has its downside.

Brand Managers Must Die

October 12, 2009

Or, so says Forrester.

Forrester is about to release a report next week calling for a radical shift in the role of the "traditional" Brand Manager. Bottom line, the report advocates for a reorganization and refocus of marketing organizations from "brand management" to "brand advocates" as a response to the onset of the digital age, consumer fragmentation and the rapidly changing marketplace. Clearly, an extremely important dialogue for today's marketplace, marketing executives and companies.

The full report is not yet out, but the findings and recommendations are summarized in CMO Strategy in Ad Age.com. I want to take just a marketing minute to review what Forrester has to say.

Forrester posits that this new paradigm will be "more powerful and consumer-centric, much nimbler, and more real-time-oriented than the brand manager of today -- and they will be a lot more opportunistic in creating media partnerships, and a lot less loyal to their agencies." Key imperatives would include:

- exchanging rigid "annual planning" in favor of greater ability to adapt rapidly to new inputs, insights and rapidly changing market conditions

- greater emphasis on consumer intelligence and analytics

- organizing along segment cohorts (e.g., demographic segments)

- plans based around doing more smaller things quickly based on real time performance tracking and response to market situations rather than planning for one or two home run swings

While I may not be in total agreement with all the recommendations (especially since the full report is not yet out), I am on board with the fundamental assessment that “Marketing” as it is/was in an organizational sense needs to change. Having worked in both large companies and smaller, entrepreneurial companies and startups, as well as spending time in the digital world, I've lived and experienced the difference.

The world has changed, and most of the bigger companies have not fully adapted to the new realities of the new dynamics. Witness the success of smaller, nimbler, more entrepreneurial companies like Method Products and Burt's Bees (since purchased by Clorox) to successfully develop and launch innovative products and outflank established companies. Among other things, these younger companies are:

- much closer to their consumers and engaged in regular conversations with those valued customers

- not constrained to established models and organizational charts – they do what it takes

- constantly trying new things and reading results, pursuing programs that work and dropping those that don’t (I see this as simply disciplined testing and iteration for continuous improvement, not just throwing spaghetti at the wall)

- able to turn on a dime in response to new insights or results in the marketplace (no multiple layers of management approvals to change a promotional offering)

As I see it, what Forrester is recommending is essentially what start-ups and smaller companies have done for years out of necessity. The rapid evolution of digital media and tools will push this trend harder, further and faster. And, nobody knows what the future will present other than more change and evolution.

While we know what Marketing was, we have an opportunity to shape what Marketing will be. The choice remains for all of us: remain enamored with structures and titles of the past OR look to change and create Marketing that is adaptable to today’s reality and the future’s uncertainty.

Put another way: This train has left the station. Are you on it, or waving goodbye?

Top 5 Reasons...Why Microsoft Created Windows 7 "HostingYourParty" Video

October 2, 2009

via tedlsimon.posterous.com

Everything must have a reason. Some times those reasons are very good; some times they are not; some times they make sense; some times they are silly.

I'm starting a new feature on my blog: Top 5 Reasons. This is where I get to share what I think may be the reason behind many of the things we see going on in the business and marketing world today.

Granted, my "reasons" are my own and may not even be close to accurate...but I have fun speculating, and I invite all of you to join me in guessing what the minds behind the events and happenings were really thinking.

So, without further adieu, here is my initial installment.

Top 5 Reasons Why Microsoft Created “Hosting Your Party” Video
5. PR team had extra time on their hands and had to fill out time cards with something and viral videos will look good on their performance review and resumes.

4. Marketing Manager for Windows 7 got new video camera for birthday and wanted to put it to use.

3. Microsoft Training department left copy intended for Windows 7 "home party hosts" on YouTube...by accident

2. Microsoft actually thought that no one would notice their new operating system so they thought creating a really bad video would bring attention to the product.

1. Company wanted to distract everyone from the pounding they’ve been getting over their Windows 7 upgrading policies and process

Now, it's your turn...what are YOUR top reasons? Pile on below!

P.S. For a more business-like perspective on this effort, see my observations and comments in this post.

Viral Is as Viral Does - And YOU Can't Do Anything About It

October 2, 2009

via youtube.com

I may be a latecomer to this Windows 7 party, but since I'm crashing late I just have to take a marketing minute here on this one.

Today's guest: Microsoft Windows 7 "Hosting Your Party" video. A great example of one of those "it's-so-bad-it's-good-or-at-least-shared-like- crazy" videos that may or may not have ever been intended to be placed on You Tube (Redmond says: no...was never meant to be an ad or a viral video). Well, intended or not, it's #4 with a bullet on Ad Age's Viral Video Chart, and according to YouTube will soon be closing in on 1 million views. (See my Top 5 Reasons why MSFT created this video)

After sitting through the entire 6-minute plus video (I may be one of the few -- I was hoping there would be something cool to see if I stayed with it till the end, like at the end of "X-Men 3" or something), I'm pretty convinced that each of those YouTube views are unique visitors. No one can watch this more than once.

I think the acronym "OMG!" applies here. I'm laughing, I'm crying, I'm cringing all at once. To say this video is bad is to say that the Titanic was a boat wreck! It's actually so bad I have to wonder if it was purposely scripted, directed and acted that way, like a Saturday Night Live commercial spoof (again, MSFT says this was never intended to be an ad...hmm, one has to wonder...).

While many would say the acting was terrible, I beg to differ. I mean, if these people were not good actors, how else would they keep a straight face through that script (“…and some of my favorite Windows 7 features are…”) complete with lame attempts at friends joking and ribbing each other. Yuk, yuk...yuck! No matter what this was intended for, I'm wondering if those actors can look themselves in the mirror ever again. I don't blame them for taking this gig though...everyone needs to eat and pay bill.

I could go on and on about all that this video has NOT going for it. But so many have done that already, it feels like I'd be penalized 15 yards for piling on. Wait...one more rip...does anyone think that MSFT's idea for people hosting Windows 7 parties like some cool event is really a great marketing idea? Thou dost try too hard. OK...I see the ref's flag...give me 15 yards.

However, I do have a couple of points to make...or, rather that this video makes for me.

First, MSFT says this was never intended to be a viral video or an ad (and the cynic in me goes back and forth on whether to believe that or not). The key point is: it doesn't matter what MSFT intended. Viral activity is NOT in the strict control of the company or marketer! For good or for bad, love it or hate it, "virality" is in the hands of the people. A scary, but true, point in our brave new world of UGC. Get used to it folks (if you aren't already).

Second, the words of Sgt. Esterhuis of Hill Street Blues are ringing in my ears: "Be careful out there." Now, more than ever, once you have an asset, good or bad, if you don't control it with utmost security, it can come back and bite you (which is why I am not 100% convinced that this was not "allowed" to leak out). So, all you Marketing, PR, Creative and whatever types...grab your assets and hold 'em tight. Unless you don't care what happens to 'em (which may be what you want...but see my first point...YOU are not in control).

Final point: Lost (almost) in all this is Windows 7. I'm a PC owner with some aging (XP) equipment, so this new operating system does have some relevance to me. I've read some good things about Windows 7 (much better than Vista, etc.) and some bad things (upgrade nightmare). But any worthwhile or helpful messages about Windows 7 gets lost in this whole thing. Or, worse, this product is made to look like a lame joke. And, that's what they call a "negative brand perception." Not good for MSFT. At the end of the day, as a PC owner, I sure hope Windows 7 is a whole lot better than this video...otherwise, I may start hanging out with that cool Mac dude in those Apple commercials.

Some times you just can't top what someone else has done. This is one of those times.

Tom McNichol's rendition of The Story of Creation (via Twitter) on The Huffington Post is brilliant in so many ways. It's satire at its best - it pushes the point to the extreme, yet feels like it could be "real." All while making a pithy point of social (media) commentary (is this what we've become?). Oh...and it's hilarious, too!

I give it the highest praise I can offer: I wish I had written this.

Have yourself a laugh...and think about it.

Day One

Let there B-lite. OMG! Or shld I say Oh Me! It’s so much easier 2-C now. WTF was I thinking B4? Spent the rest of the day dividing lite from drkness. It is good. :-)

Day Two

Made a firmament (sort of a dome thing) to divide the waters under firmament from the waters above. Assigned firmament the file name <heaven>. +<:-)

Day Three

Gathered waters and let dry land appear. Dry land tagged <earth>, waters tagged <seas>. Uploaded grass and herb-yielding seed into <earth> folder. GR8!

Day Four

More lighting wk. Installed 1 great lite to rule day [<sun>] & lesser lite to rule night [<moon>]. Beta tested them & everything seems to work. It is gd. :-D

Day Five

Bushed from tweaking fish & fowl files. They wouldn’t be fruitful and multiply until I found it’s a simple <duplicate> command. >:-? Thank Me It’s Friday.

Day Six

Created 2 humans, file names <adam> and <eve>. At last - I now have 2 Twitter followers! Tweeting just to myself is sooo Day One. LOL! ;-)

Day Seven

[no tweets]

via huffingtonpost.com

And, Twitter Said...

September 25, 2009

via tomfishburne.com

I love Tom Fishburne's "Brand Camp" cartoons. They prove that old adage about a picture being worth a thousand words (or, in today's biz world, a 1000 PowerPoint slides).

His take on how many companies are approaching social media is at once hilarious and all too true (as many hilarious things are). Tom reinforces the point in his blog: "Many businesses treat social media tools the same dropping an FSI or placing a grocery cart ad. It becomes just more superficial window dressing..."

I think that the core idea that many companies are not sure what they are doing in this arena of social media is TOTALLY on target.

However, I would posit that the real issue goes beyond simply "putting lipstick on a pig" (which suggests trying to make a bad idea look acceptable...and we've all had an assignment to do that in our day!). It's also a matter of "the blind leading the blind" or just plain "keeping up with the Jones's" -- CEO at Company A has a social media effort for his firm, so CEO at Company B needs one, too (whether it makes sense for his/her business strategy or not). THAT can lead to lipstick, eyeliner, rouge, eye brow plucking, hair styling and a tummy tuck for some poor pig when what he/she simply needed was a bath!

This is not unusual human behavior in the business world...we've seen it before whenever anything new and/or complex comes along. The rush to tactics before thinking through the strategies happens all the time. Hence, the lipstick slathering.

I choose to believe that over time more people and companies will move from a rush to tactics or "slapping on some lipstick" and start thinking through how and where social media fits into their overall business and marketing STRATEGY (see my post on Border's promo for Dan Brown's The Lost Symbol). That's when the really interesting things will start to show up in the marketplace.

Having said all that, I LOVE this cartoon and will clip it and keep it on my wall to (1) remind me of the many mistakes we can make as marketers/business people and (2) make me laugh. If we can't recognize and laugh at our mistakes, then we won't learn from them. And, we'll end up using waaay too much lipstick.

Social Media = Lipstick on a pig?

September 22, 2009

Brands - Who Do YOU Trust?

September 18, 2009

via businessweek.com

It seems that everyone is having trust issues these days (see WMD's, Healthcare, baseball players and steroids, etc.). So, why should Brands be an exception?

BusinessWeek's article on The Great Trust Offensive (and the video above) highlights that Brands are indeed no exception.

But, I ask: is this news? Not to me. Trust is absolutely core to the meaning of a Brand and the Brand's relationship with its consumers. And, any time you have a relationship, it seems that you are bound to have "issues." For Brand's, today's marketplace and technology have just made it faster and more obvious.

If trust has always been at the core of a successful brand, why am I writing about this? There are two things I think bear noting.

Brands Can't Hide - No How, No Way
Today's technology and communication explosion has greatly accelerated the ability for a Brand to build its reputation and trust...and to lose it. Web 2.0 and global communications means the whole world is watching, literally, and word travels at lightspeed. It’s all out there - the good, the bad and the ugly, and you can bet that someone is going to find it and broadcast it. This has created a new paradigm for Brand reputation building and management. For whatever reason, many Brands (and companies) are still struggling with this new reality, which leads me to...

It's not branding...it's a Brand
Many companies miss the boat when they pursue "branding" efforts. "Branding" efforts don't build trust. "Branding" is a verb; "branding" is an activity. It involves people at companies doing something to create a particular impression; it is intended to create a positioning, look, feel, identity in a meaningful, relevant, consistent manner for a product, service. "Branding" is a portrayal of a Brand, but, that's not what builds trust.

A Brand is a noun (it's no accident that I have capitalized the word...I view a Brand as a proper noun). A Brand stands for something that extends well beyond what "branding" does or can do. Rather than the portrayal, it is the subject of that portrayal itself. It's the relationship between the product and the consumer in all facets - rational and irrational; function, emotion, personality and some times even spirituality - that is a Brand. And, like people, we trust those Brands who are true to who they portray themselves to be. And, that means a Brand has to be real and genuine delivery in terms of it promises, delivery of benefits, actions in the marketplace, etc.

So, it follows that if "branding" is the portrayal of the Brand, it needs to be in a subservient role. Things get out of whack and Brands (and companies) get into trouble when they confuse one with the other or, even worse, engage in branding portrayals that are not true, genuine or consistent with the Brand.

In today's world, liars and posers are not trusted, and easily “outed.” Or, as my old colleague Carol Phillips (President of Brand Amplitude consulting and a marketing instructor at Notre Dame) puts it so eloquently: "Consumers, and especially young ones, reserve a special place in branding hell for companies that say one thing and do another."

Welcome to the new (or not so new) world order. We all better get used to it...it's not going away. But, if you embrace it and understand it, you'll be truer to your Brand, stay truer to your Brand's consumers...and have a leg up on your competitors

And, please...stop "branding." Focus on building your Brand. Trust me on that one.

My dear old Dad was a very accomplished builder of things. He used to say: "Use the right tools for the right job - you can't know what you need until you know what you are trying to do." I don't think he ever decided which tool to use until he knew what he was trying to accomplish. It worked for him, and it's worked for me.

Fast forward to today. I came across an interesting set of posts on Elektrik Ink's blog (NOTE: I'd never heard of this firm before I saw their post, so I'm not plugging them - just citing them). The posts offered a succinct, two-sided, balanced look at 'traditional' and 'social' media/marketing (10 Reasons Why Traditional Marketing Needs Social Media, and vice verse).

I was happy to come across this pair of posts (it’s heartening to see another soul with a balanced perspective). Many kool-aid drinking pundits or evangelists are painting this as an ‘either/or’ situation, in some cases largely to tout their own services (which I guess is fair...everyone deserves to make a buck). But, *caveat emptor*! In doing so they are bringing the discussion down too low on the totem pole in my opinion. That debate is one of tactics -- but the discussion is one that should be held at the policy, objectives and strategy level.

In the most basic of terms, ‘traditional’ or ’social’ are media channels, and media channel selection/usage is only a tactical component of the marketing mix (albeit an important component). Media selection should be totally agnostic, driven by the goals and objectives for the brand, target audience, etc.

It's pretty basic stuff for a well-trained marketer and business person. Business/marketing objectives lead marketing strategy, then marketing strategy sets the guidelines for tactics…THEN the tactics are selected that are in line with the objectives and strategies for the brand. But, in this day and age, the war rages on about the tactics. And, where it does, the Brand and business suffers.

Net: It’s never an “either/or”…it’s what’s right for the Brand and its business objectives, and that's where the hard thinking needs to start.

So, while some say "to-MAY-to" and some say "to-MAH-to," I say - what are we trying to accomplish before we decide on what to call this thing.

Some Say To-MAY-to, Some Say To-MAH-to

September 16, 2009

via borders.com

In a brand reinforcing promo, Borders is twitting away 80 signed copies of THE novel of the year. For the next 8 days, they'll be tweeting clues to that will lead Dan Brown readers to the location of 10 such books in 10 stores around the U.S. The clues will direct followers to a "golden ticket" hidden somewhere in the store.

So, all those folks out there who have been waiting for Robert Langdon's next adventure (yes, it's been 6 years since "The DaVinci Code" was released) have a chance to play sleuth much like the fictional Harvard symbologist.

I have to hand it to Borders. This is a great example of a melding of a brand reinforcing promotion with social media technology. Given the hype behind this book (and 5MM copy hardcover run in N. America alone) and the consolidation of the book selling industry, one could say that they hardly need to do a promotion like this.

But, Borders knows that it's up against Amazon as much as any other retailer, so this simple yet clever promo leverages the buzz around the novel to drive people to Borders physical retail outlets, something Amazon doesn't and can't offer Dan Brown fans. And, once in the store, the likelihood of additional purchases goes way up (I never seem to walk out of that place, or any bookstore, with only one book).

Two enthusiastic thumbs up for this effort. Well done, Borders!

Now, if you'll excuse me, I'm off to pursue my clues...

Borders Twitters Clues for The Lost Symbol

September 15, 2009

I'm a big fan of Apple's iPhone. But, I don't own one. The reason is simple - AT&T.

AT&T has no service whatsoever where I live (and I don't live in a cave -- I live in the San Francisco Bay Area, a pretty techy habitat). So, for me the iPhone would be a real splurge...I'd be like that guy in the current Blackberry/Verizon commercial...my iPhone would be in constant "paperweight mode."

Even if I did have service, I am not sure I'd run out to buy that iPhone I covet. The reason is simple -- AT&T (again).

There's been a lot of buzz in the past year-plus about all the complaints people have with their iPhone phone service due to the carrier (we all know the answer by now...AT&T). Weak signals, dropped calls, slow data connections, poor customer service...the list goes on and on, and the complaints are getting louder and louder. As this post from last week's The New York Times demonstrates, the popularity of the iPhone is demonstrating the creaky nature of AT&T. These issues are definitely not doing much to endear people to the AT&T brand. (Can you imagine how many they'd sell if the service were passable, much less good?)

I'm wondering at what point the ball bounces back to hit the iPhone and Apple smack in the touchpad. After all, Apple owns half the responsibility for arranging this "monogamous" relationship with a single carrier. This is not to say that there were not compelling business reasons for Apple to go with this arrangement in the U.S. (although the company has multiple carriers in other countries) - some folks say that Verizon wanted a similar 'monopoly,' but with a cut of the iPhone apps as well. But, at some point, the long term brand detriment could become greater than the gain. All the negative vibes currently directed at AT&T could end up rubbing off on the folks in Cupertino. Don't laugh...it could happen.

The surest way for Apple to avoid this potential brand degradation of its runaway hit is pretty obvious. It's time to "date around" and let at least one or two more carriers have their shot with the iPhone. Now would be a great time to do it. The leverage is with Apple. The carriers who are scrambling to retain customers from defecting to - gasp! - AT&T are much more likely to negotiate a "reasonable deal" (is there such a thing in teleco?) to get the "it" gadget in their line-up. iPhone sales would go through the roof. It may even lead to better service on AT&T (whose service is groaning because of the iPhone driven overload on their system).

All these things would further benefit the Apple and iPhone brands. If there's any animus out there, all would be forgiven as people tossed their other smartphones once they can have an iPhone with a carrier that they can actually use (we consumers in the "me, me world" can have short memories on such matters when we can get what we want).

The team at Apple is shrewd and probably know all this. And, their agreement with AT&T is said to expire next year. But, I don't want to assume anything, so I feel it's important to point it out just in case they hadn't thought of it.

Besides, it may improve my odds of getting the iPhone on my service carrier* so I can get me one of those things.

* Full disclosure - Ted is currently held captive to the Sprint Network due to carrier coverage in his area. If anyone would like to donate to his "Build a Cell Tower...Please" fund, you can contact him via Twitter @tedlsimon.

Is AT&T Monogamy Hurting the iPhone and Apple Brands?

September 11, 2009

A Blog by Any Other Name...is Posterous

September 8, 2009

"Replace the subject line and body with your first blog post and hit send! Include pictures, an mp3, or anything else you want to share. It's just that simple."

Simplicity. That's how Posterous is planning to make it's way into the hearts, minds and souls of newbies, casual bloggers and social media pros alike. Just send an email (like this one).

While I just discovered Posterous myself, it's been around since July 2008 and they've been adding features to the service steadily. The creators have tried to make Posterous an app that anyone might use by including a range of tools for all levels of experience. It's super easy to set up and get started, so those who are a little on the technophobic side can dive right in. Casual bloggers might opt to use this service as an alternative to a Blogger or Typepad, or even as an alternative to Twitter (it's sort of an "in between" service). And, for those with an existing network, Posterous can serve as a "feed mechanism" that will allow you to post to multiple social media platforms.

It's easy to add media (pictures, video, music) to your Posterous site. Plus, you can send an email from your iPhone and...ta daaa...you've just updated your Posterous blog (and any other you may have selected for "autoposting").

I've not yet researched all the features and benefits of Posterous, but if adding content is as easy as sending an email (and if you can easily feed this content out to your other social media networks), they could be on to something here.

Business model? Revenue? Time will tell...it's free for now (seems we've gotten pretty used to that by now). But, as a user, I'm not concerned about how they make money...I just want a satisfying user experience that allows me to do what I want to do, when I want to do it...and enables me to do it easily.

There are some downsides I can see already -- e.g., all Posterous sites have the same theme and layout. That can get old and the creative and functional limitaions might be a turn off for a range of potential users (I suspect this might be one of the "premium features" that the company ends up charging to use). But the company has added features since its launch, so I'd imagine that they will continue to fill in perceived gaps over time.

So, will Posterous really catch fire? Hard to say. But, I've been procrastinating on getting my own blog up and runningn for some time. Now, I can finally say I'm procrastinating no more...I have a Posterous account and a blog up and running (not to mention my first "review"...if you can call this short observation such). And, all it took was for me to write this email.

More to come as I learn more about this service. In the meantime, let me know what you think.