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Welcome To My Den
This is the new, improved and reincarnated Dunn's Den. This blog is about marketing, advertising, social media and the goings on in my local community; from MY VIEW!
I look forward to connecting with you!
“The more things change, the more they stay the same.” French Proverb
“The fundamental things apply, as time goes by.” Composer Herman Hupfeld
In every election time, the “out” candidates call for change. Changes in policy and ethics, but mostly for the people in charge—them replaced by us. (And often with favorable result—good riddance!)
Before we throw the baby out with the bathwater we should consider—
Where exactly are we headed, and as far as we can tell,
What are the unintended consequences?
Students in my advertising classes are certain that my generation (Mad Men) is obsolete. The internet and the ubiquity of social media wipes out all the old beliefs, and the old “rules” are silly. But when the cyber dust settles, what will remain?—
The wreckage of brands with no equity, and Innumerable files of failed ads with no benefits, no reason–why, no human contact.
No matter where technology leads us next, the fundamental things of marketing (and life) will still apply.
The dot-com boom of the ’90s convinced most of us that there is a new ball game in investing—the substance and longevity of new issues were irrelevant. Yes, it changed, to our regret.Now we’re back to sanity.
In marketing we should view change as incremental, not revolutionary. Technology is a tool, not an end.What is the (hidden) worth of a product, and how can technology make it easier to use?
Hamlet said it best— “And makes us rather bear the ills we have. Than fly to others we know not of.”
Students are masters of dazzling power point presentations. Sometimes, somewhere in them is a germ of an insight, a telling fact. But most of the dazzle is blowing in the wind.
I say, beware of change merchants. What are they really selling? If they say, “Hey, buy this product because it is something different, not like the old stuff.”Shouldn’t your reaction be, “All well and good.Now show me why I should believe it.”
Stride Gum has a YouTube four-and-a-half minute world-wide dance routine that has achieved over 20 million viewers.It makes you smile and want to get up and dance.
How many sticks of gum has it sold?Don’t know.
I think that it’s now very important for advertising to be liked.Not like the old show-and-tell days, when all you needed was a benefit and a reason-why.
But how do the marketers of Stride Gum hope it works?I guess the sequence is—
I identify with (like) this brand, because
It makes me want to dance, and that is true because
It makes a lot of people want to dance, therefore
I will buy Stride Gum.
Maybe that’s all implied, but I am so old-fashioned that I think it has to be stated, it must be true, and that the brand name must somehow be linked to the benefit.
What’s the buzz, and where’s the beef?
Small budget advertisers must make their dollars stretch far. Once it awhile a Stride may be a stride ahead (intended), but all froth must fizzle. “It’s not creative unless it sells” and “Advertising is salesmanship” are good words to live by.
Viral Advertising of course is Word of Mouth gone bonkers. It works short term— like an endorsement from a friend. How many times have heard this conversation—
“Hey, have you seen the ad about—-”
“No.Who’s it from?”
“I forget.”
Does Viral Advertising have the seeds (germs?) of its own demise? Its unfortunate connotations are about disease, spreading destruction and death.
Branding is based on a substantial benefit and a continual delivery of that promise. Healthy brands are self-nourishing, growing, and vibrant. Lawyers are advised if your argument is weak, shout louder.If your brand is weak, make noises and hope it spreads.
Are you giving away the farm when you give away some of your product? Are you giving away your secrets, and not protecting your family’s jewels?
Assuming you are a believer in your product and are proud of it, sampling is the most potent arrow in your marketing quiver.
If a picture is worth a hundred words, then a taste is worth a thousand pictures. One definition of a sample is, “A representative part from a larger whole presented for inspection as evidence of quality.” How could there be a smarter prelude to winning marketing?
Some of the greatest food chains are Wegman’s (Rochester, NY) and Whole Foods.
You can’t get out of one of their stores hungry, because the have fed you with delicious samples.And it’s hard to leave without spending a bundle.
There are many ways, other than eating, to sample your goods:
Barnes Noble wants you to read books, so they make that inviting and easy. They don’t care if you mess up their displays or spill coffee.You will ultimately buy books.
A good car dealer lets you take a car home for the weekend.
A masseuse gives you a free neck rub.
The “spritzer” in Macy’s cosmetics aisle gives you a breath of alluring air.
A financial planner or a marketing consultant gives you a free hour of advice.
A stand-up comedian starts with a chuckle, and preacher invokes hope.
It’s important to note that sampling should not be a preview of the price. It’s a demonstration of the confidence in your product. Don’t compete on price: only Wal*Mart can succeed in that game. Don’t give away too much.
Suppose that you are in a play-off with two others for a new customer, and you are each given thirty seconds.The first two gave good, succinct “elevator speeches.” Then it’s your turn. You announce your name, your brand’s main benefit, and bestow a sample.Guess who wins.
As most of you know who read my blog, I am not a huge fan of viral marketing. It is not that I do not believe in the concept, it is that companies tend to follow in love with the process and forget about the true goal…the RESULTS! Also, companies tend to put to much emphasise on the viral campaign and let other parts suffer. (You know, like the call to action part.)
Every once in a while, I see a viral campaign that works very, very, very well. The campaign below is in the form of a video and it rocks. Why does it work so well? Simple: It is entertaining, fun and DIFFERENT. It begs me to forward it out to everyone I know.
This was sent to me by someone who attended Pod Camp Boston. You know the video must be good to be shown at a Pod Camp. With over 20 million views on You Tube, that alone should tell you about the video.
On a side note, I would like to give a HUGE kudos to Stride Gum. You truly understand what it means to take a brand global. Think of the fortune 500 companies that could have come up with this or sponsored Matt. Companies with nearly unlimited resources, yet an obscure chewing gum company is the winning brand.
Let me know what you think! Would you like your brand associated with this video?
Matt if you are ever back in Atlanta, please give me a call. I would like to dance with you! Also, just to let you know, the next time I am in the store I will search out Stride Gum and give it a try.
Who ever says advertising does not work, obviously does not understand how to advertise.
“When in the course of human events, it becomes necessary for one people to dissolve the political bonds which have connected them with another—–”
This Declaration of Independence applies to employers, clients and customers as well. When you’ve had enough of a tyrannical boss, a recalcitrant client, or a thieving customer, it is your right and duty to say, “I’ve had enough.YOU’RE FIRED!”
Who ever said “The Customer is Always Right” was a fawning, sycophantic wimp.
I was with an ad agency that had a big profitable account where the ad manager was a moral deviant. He delighted in making us miserable. I talked with our president, who wrote this on his pad as he was making the decision:
As I sat lone and musing, a friend came up and said, Cheer up, things could be worse. So I cheered up, and sure enough, Things got worse.
So he got the account group together and said, “He who angers you controls you.” He made the hard but joyous call and severed the relationship. We replaced that account very soon with a better one.
I was the head of customer service at Target Stores. They are very kind to their customers, meeting them more than half way on their problems. The benefit of the doubt is theirs.
But Target is not a jerk.While we took back almost everything, we drew a line; we recognized the repeaters and told them politely that they would be happier not shopping here any more. (“Try Kmart—”) I saw a lot of sweat-stained garments that “were never worn.” My favorite was the unused crock pot that began to reek from the chicken inside.
Small firms can be devastated by the loss of any client, so it’s understandable that they endure untold miseries. It’s a quantum leap when they first stand up and say,
“No more.There is some crap I will not stand.” Bite the bullet and get rid of the problem. Freedom comes next, and more business.
Don’t innovate, don’t try to relate to your staff, don’t try to be friends with your customers, forget about long-term planning, and don’t get hung up with objectives.
Now here are last six. Remember, the number one objective is survival, not excellence or fame.
6. Advertising and Marketing: From Positioning to Posturing. Positioning has been rightly described as the art of irrelevant distinction. The most mediocre are never trapped into over-defining and hence limiting their offerings.We have seen a pattern among our select institutions that we call “Power Posturing.” You have reached this level if you can make these affirmations:
My company has taken the high ground on all issues, such as corporate responsibility. (For proof, see our Mission Statement!)
We don’t want customers.We want friends who share our values. They’ll be happy with 23/6.
We don’t satisfy needs.We offer fulfillment.
7. Public Relations: The Spinning Age of Disinformation. There is but one cardinal rule:Facts and truth, like beauty and spooned grapefruit juice, are in the eye of the beholder. Learn from the politicians—answer only your own questions.Muddle through. Don’t take a stand, step aside.
8.Finance: A Borrower nor a Lender Be. The intricacies, uncertainties and risks of modern financial management requires expertise beyond the skills of mediocrity. Therefore, keep all funds in an on-line checking account.
9.Manufacturing:Make it or Break It? There is a bogus issue in some quarters called “quality control.”This is anathema to mediocrity. As long as your output is a sincere effort, buyers should be happy to get it.Outsource wherever you can, settle for Sigma Five and a Half.
10.Organizational Planning:From Lean to Neo-flatulent.Mediocrity cannot be achieved on an empty stomach.Leanness must be eschewed.Proper staffing requires back-up support at every job level.Here are tests to indicate adequacy:
Generic job descriptions are good enough for all positions.
Tenure is granted for all employees as soon as they qualify for major medical.
Hire well-rounded, socially aware C students
11. Visible Management:Back Row, by the Aisle. In some circles, “hands-on” management is extolled. But why? How can workers be fulfilled if they are watched?The proper place for mediocre management is at the rear, by the aisle. From there they have a clear view of the proceedings, but can escape quickly in case of fire.
These guides should suffice for now.We will continue to watch for stories that don’t make the papers.But we doubt we’ll learn anything more, because the strength of mediocrity is that it doesn’t change.You can’t be too cautious.You can’t just talk about mediocrity– you have to live it—to execute it every day.
