The hype continues to build here in Northeast Wisconsin about Brett Favre's first return to Lambeau Field since his retirement from the Packers in March 2008. You would have to be living in a cave... buried under a huge pile of boulders... and lacking at least three of your five senses to be unaware of the drama set to unfold Sunday afternoon (kickoff at 3:15 pm CST) at Lambeau.
One measure of the hype is social media activity about Brett. Search "Brett Favre" on Youtube today and you'll find almost 10,000 videos. Below is my favorite Favre/Hitler parody, just one of dozens of similar takes using the same basic footage and different subtitles. Warning: subtitles contain some obscenities.
Living just 30 miles from Lambeau and subjected to what seems like non-stop media coverage of the really critical issues (greeting Brett with applause vs boos vs silence; Packers fans that still like Brett; what to do with old #4 jerseys) we started discussing just what it would be like to be Brett's publicist.
At first blush it sounded like a dream gig. After all, what could be more fun in football-crazed America than handling the feel-good story of the year: 40 year old defies Father Time and leads the Vikings to a winning record.
But after watching it up close as Packer fans living at ground zero, we're not so sure anymore that a self-respecting PR pro wouldn't be ready to blow their brains out real soon. Was it this bad for Michael Jordan and his publicity team? What is there to talk about when the story's been chewed to death and there's nothing new to add?
It's almost to the point where I don't even want to pick up the sports page, because there just aren't any new angles on this. I know I won't be able to watch the pregame show without getting a queasy stomach.
What do you think? Has the media flogged all the fun out of this? Would you want to be Brett's publicist? Please weigh in; I'm dying to hear what you think!
Friday, October 30, 2009
Being Brett's Publicist
Wednesday, October 28, 2009
Halloween Expected To Remain Profitable Despite Scary Economy
Halloween has become one of the most profitable holidays, earning retailers millions of dollars every year. Even despite a down economy, Halloween sales are expected to reach a record-breaking $6 billion in 2009, which is up 4.2% from last year (IBISWorld). When and how did this holiday become such a profitable commercial industry?
If you haven’t noticed, Halloween has become just as popular among adults than with kids. The 18-to-34 demographic is actually a huge contributor to the success of this holiday through their purchase of elaborate costumes and party supplies. This all started back in the late 1970s when Halloween marketing began to shift towards adults. By 1986, 60% of adults age 18-to-34 were buying costumes (Juno-Books.com).
Today, adult costumes exceed 50% of overall costume sales. Even in a tough economy where you would think people would be reluctant to drop $100 for a Michael Jackson costume, marketers of Halloween merchandise are proving they can still push product off the shelves. This is largely due to the way the Halloween industry has positioned itself in the minds of adults. Halloween has become the one time a year where adults can escape the stress of everyday life and live out their fantasy as a rock star, celebrity or sexy nurse, even if it’s for a couple of hours.
This popularity among adults has also influenced other product marketers to cash in on the holiday, including beer and alcohol companies. Miller Lite just rolled out an in-store promotion that encourages beer drinkers to “Sink Your Fangs Into Great Taste.” Countless alcohol companies have launched Halloween drink promotions at bars and nightclubs across the nation, which have also begun to tap into the holiday by sponsoring adult costume contests. For some bars, Halloween has become the most profitable night of the year.
It may have taken 30 years, but the decision to shift Halloween marketing towards adults has made this a holiday that appears to be recession-proof, and more profitable every year. The lesson to take from all this? There may be potential to extend the appeal of your product or service into other demographics, or to extend the seasonality of it simply by building more value or excitement into the category.
Tuesday, October 27, 2009
Don't fall to the bottom of the pile!
Imagine this. You’re standing in a room full of candy bars. All of them are brand new, never been available on the market before. It is actually pretty overwhelming. You’re hungry and you need a candy bar, but they all look the same so you can’t decide. Suddenly, you notice a really appealing label, so you go to look closer. The label is really well executed and clearly says that this candy bar is basically the best thing ever. Skeptical – yet interested – you take a quick bite and discover that the contents back up the well-crafted label. You’re hooked.
I’m not just writing this because I’m hungry. I’m writing this because this is a metaphorical example of personal branding. As I’m sure you’ve already surmised, college graduates are the new candy bars and the hungry protagonist is a hiring organization.
As a new college graduate, you need to make yourself stand out. If you’re really awesome at photography and media relations, say so! Everyone in the industry has different talents, different things to bring to the table. Without pointing out your unique identifying factors, you basically look the same as everyone else. Even though you can’t physically see the heaps of resumes that look exactly like yours, they are out there and they sure don’t scream “PICK ME!” quite the way a unique and confident resume might.
I actually had a good talk with Abby (the PR manager here at Weidert and my extremely helpful supervisor/mentor) the other day about all this, so please don’t assume that I magically came up with all this on my own. My own resume fell victim to a few pitfalls and didn’t relay the concept of “Melanie” quite as much as I’d have liked.
The first thing you have to do is figure out your personal brand. Pick one or two things that really showcase your greatest skills. As Abby told me, don’t be a “jack of all trades but master of none.” This is a crucial step that shouldn’t be done in a hurry. If you’re unsure where to start, try looking at branding on a more objective level. What sort of clothes do you wear? Why do you wear them? Price, maybe? Style? Your personal brand can be looked at the same way. Why should someone hire you over someone else? Perhaps you’re a good editor, or maybe you have a really good handle on social media. Amp it up: now is not the time to be modest.
Once you’ve narrowed that down, you have to make sure every single thing you send out exudes the essence of your personal brand. Resume. Cover letter. Portfolio. Business cards. Social media. Make it consistent and make it clear: this is who I am.
Don’t be the last lonely candy bar at the bottom of the pile. It’s all about selling yourself these days and if you are the complacent, blah-looking wrapper you might find yourself sitting there for a long while. Make yourself a have-to-have item and you will practically fly off the shelf.
I’m done with the corny candy metaphors.
Do any of you have any tips or success stories with personal branding? Questions maybe? Don’t be afraid to ask!
Friday, October 23, 2009
Moments to Cherish
How's that for a sappy headline! But today, looking back over the great week this was, I really mean it.
The week started with a bang, with Lee Aase of Mayo Clinic visiting our local (Northeast Wisconsin) chapter of the Advertising Federation to talk to us about the social media journey Mayo has been on for the last few years.
What a trip they've had! Today they have 50,000 employees all acting as ambassadors for Mayo through Facebook, Twitter, YouTube, and blogs, and they're completely past the angst most organizations feel about that degree of transparency.
As an example both of the fun they're having with it, and the impact simple acts can have, Lee took us to this YouTube video that was shot by a nurse as an elderly couple played a spontaneous duet in the lobby of a Mayo facility.
Tuesday started with a great first referral from a new collaboration partner that caught me completely by surprise; the day had a great finish with a visit to 4Imprint corporate HQ and an inspiring presentation by CEO Kevin Lyons-Tarr. His primary message: culture beats strategy every day, and they work hard on getting their culture right.
Marketing to New Parents
Two weeks ago my wife and I became the proud parents of our first child – an adorable baby boy. As anyone with children knows, becoming a parent is truly a life-changing experience. Parenthood can also be a little overwhelming, especially as various companies start marketing their products to you as a new parent who’s looking to provide the best for your baby.
Maybe I’m more conscious of these marketing efforts because I work in the marketing field, but I’ve found it interesting how quickly my wife and I have been put on the “new parent” radar. Within the two weeks since our son’s arrival, and leading up to his delivery, we have received and have been exposed to the following:
Product Samples. Just yesterday at the pediatrician’s office we were handed a sample for a new dye-free, baby-friendly laundry detergent. We’ve started using a different brand of baby detergent, but I’m sure my wife will try the free sample and it may persuade her to switch brands. We’ve also received free diapers and two large containers of baby formula in the mail, along with persuasive literature on why this particular baby formula offers the best nutritional benefits.
Online Advertising. My wife is frequently exposed to ads on Facebook that are targeted at expecting and new mothers – even an ad for her current doctor.
Insurance Company Outreach. Surprisingly, we haven’t been approached by any new insurance companies, but our current provider has sent literature with tips for new parents and a popular DVD that offers soothing techniques for newborn babies. These materials were extremely useful, and my wife now has a deeper appreciation and sense of loyalty for this provider.
Registry Offers. Baby registries are very profitable for retailers and the ones offering this service have done a great job letting us know they’re there. Even though our son has arrived and the baby shower was held months ago, we continue to receive direct mail from various retailers, including the ones we’d already registered with.
All these channels are smart ways to get a product or service in the hands of a target audience, particularly when the message comes through an already trusted source, like a pediatrician. It gives your brand credibility and could easily turn a first-time customer into a loyal one.
Tuesday, October 20, 2009
How do employees represent your company online?
5 tips to ensure your staff is helping, not hurting your brand in social networks
According to a new study by Proofpoint, of companies with 1,000 or more employees, 17 percent report having issues with employees' use of social media. As our world becomes smaller with every new social network launch it’s easy for employees to misrepresent brands online. Whether your company is involved in social media or not, it’s your job as an employer to make sure your employees are properly representing themselves and your company. Here are 5 tips to get you started:
1. Tell them you’re watching – Many people believe their companies are so pre-occupied with work that they’re not aware of what employees are saying online. It wouldn’t hurt to have HR distribute a note to all employees informing them of your company’s involvement in social media, social network monitoring and tracking of employees’ online activities.
2. Build a social media policy into your employee handbook – Just like your employee handbook describes how staff members should represent themselves on the phone or in person, it should also explain that your company expects the same courtesy online. Doing so will make your employees aware of consequences for acting unprofessionally on sites like Facebook or Twitter.
3. Encourage professional brands – You can’t stop employees from having Twitter or Facebook accounts or what they say on them, but you can encourage them to say positive things about your company. Remind your staff to use common sense and use their social networking accounts to connect with clients/prospects and be active in your company’s social media campaigns.
4. Suggest things to talk about – If you want to gain the most value from your employees’ networks, show them how they can help interact with the company’s social profiles. Give them daily messages to retweet, fun company photos of them to post on their Facebook pages or approval to talk to customers online. If they receive trust from your company to get involved, they’ll most likely give respect back to your company.
5. Show them the consequences – Because most employees think they can’t be reprimanded for what they say about a company on their Facebook, Twitter account or blog, show them how poor decisions have affected employees at other companies.
For starters, here’s a vulgar, yet perfect example of how social media can affect employment:
You can also teach the lessons of Dominos and share these interesting findings from the Proofpoint study:
- 15 percent have disciplined an employee for violating multimedia sharing / posting policies
- 13 percent of US companies investigated an exposure event involving mobile or Web-based short message services
- 17 percent disciplined an employee for violating blog or message board policies
Monday, October 19, 2009
A plumber walks into a bar...
I got a newsletter in the mail the other day. From my heating and plumbing guy.
Now, I like my heating and plumbing guy (we’ll call him Bob) – he’s evidently very competent and a pretty sweet guy. He even wears little paper shoe condoms to keep my floor clean. But as nice a guy as he is and as necessary a relationship as we have, I’d have to tell him if he asks (he won’t) that his newsletter may have done more damage than good.
If you’re sending out something to keep your company or brand top-of-mind with customers and prospects (which in theory is a good idea), don’t do what Bob did:
Include a recipe. Umm… I’m sure the theory behind this addition was something like, “It makes us seem so friendly.” It makes them seem corny.
Do a “Joke Corner.” Yup, there were jokes in the newsletter – and not even plumber jokes (they could have used this gem: "Did you hear that someone broke into our local police station and stole the toilet? Right now the cops have nothing to go on.”) There’s just no reason for that.
Use cheesy graphics. Like the one I used at the top of this blog. I know small businesses don’t have money to invest in photography, but if you’re going to pick graphics to illustrate your point, don’t pick outdated, goofy, poorly done stuff. Keep it professional and contemporary.
On the other hand, here are a few things you should be doing in your newsletter:
Include an incentive of some kind. Money-saving offers increase the likelihood the customer will act if it’s for a product or service s/he needs. Make it valid for a limited time to create a little urgency.
Keep the content relevant. There was also a brief article about car maintenance in Bob’s newsletter, though for the life of me I can’t understand why. A heating and plumbing guy should give tips about heating and plumbing…seasonal tips for reducing my energy costs or simple repairs I can safely do myself – stuff like that. People want you to give them something, and valuable information is a good place to start.
My nutshell advice on newsletters? Keep it short, focused, useful and attractive. All these things working together can make a newsletter something people open because they’ve learned that there’s something in it for them.
Sunday, October 18, 2009
Getting to know: Brent Senske
Brent Senske is a man of many hats. Some call him the “production guru” and others “systems guy”, but officially he is known as the art director and web specialist at Weidert Group. You’ve already seen a sample of his work (our Web site and this blog) but there is much more to Brent than flashy graphics and crafty coding… Read on to discover the juicy details about his obsession with Magnum PI, love of fine food and desire to teleport.
Getting to Know: Brent Senske
Where did you begin your career in design?
A: I was an art director at GeerMurray. This was my first job out of college. It was a great first job. I was hired as an art director right out of school. I gained a ton of work experience in a short period of time. After that I was an art/web director for eight years at The Laux Agency. I loved it. First, as an Art Director and New Media Director I was responsible for working on multimedia CD projects. Almost immediately in 1995 we began creating the first Web sites for our clients. Web 1.0, what a time!
Outside of being the Art Director/Web Specialist at Weidert Group, how do you spend your free time?
A: Travel, Fine Food, Photography, Digital Art, Audio Books, Personal Finance, Investing, All Things Techie.
What are your 5 must-haves of the moment?
A: My iPhone, my DVR, Sirius Satellite Radio, an interesting book on CD and a good backup plan! Did I mention my wife? I would definitely mention my wife!
If you could go back into any decade, which would you choose?
A: I’m more of a look to the future kind of guy, so I would have to say I would choose to go forward a new decade, not go back to an old one.
Who was your childhood hero?
A: Growing up I was obsessed with the TV show Magnum PI. Not sure if a fictional character counts as a childhood hero, but I’m still a big fan of Tom Selleck!
What’s your favorite reality TV show?
A: Does “Mad Money with Jim Cramer” count as Reality TV?
Where is the best place you’ve traveled to?
A: We went to Paris and Germany last year. That was a pretty awesome trip.
What hobby have you always wanted to pick up?
A: I would like to learn a second language.
What book would you suggest for everyone to read?
A: The Life and Times of the Thunderbolt Kid by Bill Bryson
Where was the first place you were employed and what did you do?
A: At 13 I was self-employed mowing lawns for people. My Dad bought me a used lawnmower and took me from job to job. It took me two summers but I saved up enough money to by my first 35 mm camera. Later in my college career I used that camera for all my photography classes. I have a BFA in photography and graphic communications.
If you could choose to posses a superhuman power what would it be?
A: Teleportation! Yes, definitely teleportation.
Friday, October 16, 2009
Google & Businessweek: Ships Passing in The Night
It felt chillingly ironic to me that this week, within days of each other, Google and Businessweek each made important announcements. Google reported their eye-popping third quarter results (net profits up 27%!), while Businessweek announced that their long-anticipated sale had finally occurred, to Bloomberg LP.
Businessweek, owned for eighty years by the McGraw family and McGraw-Hill, was valued by some analysts at $1 billion as recently as 2000. In 2009 revenues are projected at $160 million against an estimated operating loss of $40 million. While BW had for decades been considered a jewel in the McGraw-Hill portfolio, it became clear as the recession deepened and conditions got progressively worse for traditional media that McGraw had no stomach for continued losses, or a clear plan to turn things around.
The price Bloomberg will pay on closing is shocking: an estimated bargain-basement $5 million cash plus the assumption of $10 million or so in BW liabilities. Shocking that in less than 10 years a brand that survived the great depression and two world wars could lose more than 98% of its value.
And ironic that the same week the depth of the BW fall is chronicled, Google announced quarterly net profits of $1.64 billion, driving their stock up sharply to give them a market capitalization of $174 billion! Based on market cap, Google is now worth slightly more than GE. What?!?
So while Bloomberg is thrilled with the opportunity to tap into the journalistic assets represented by BW, and will likely return it to profitable operation by combining BW with Bloomberg channels, here's one more stark demonstration of how dramatically the world of media has changed, and changed in a way that guarantees there's no possibility of returning to any old "normal" conditions.
Normal is gone for good. So if you haven't yet embraced the change that's happening all around us, now's the time to give it a big old hug and accept it as the direction the world is taking.
Thursday, October 15, 2009
Social media tips in 140 characters from #PRSMS
Yesterday I had the privilege of being on a "How social media is impacting job search" panel at the PR + Social Media Summit at UW-Whitewater. The summit was also sponsored by Comet Branding, Social Media Club of Milwaukee, Biz Times Media and our good friends over at Big Shoes Network.
Throughout the conference attendees were tweeting away updates with hashtag #PRSMS, proving the power of viral communications. Although the conference has ended, the stories and lessons live on for both attendees and those who kept up with the tweets from their offices throughout the day.
Here's a sample of what we learned...twitter style:
Brittany_D: Personal tweets, blogs, etc. can reflect on you & your company's professional rep #PRSMS
chuckfrey: Sue Spaight: Consider a storytelling strategy, built around your brand's core idea. Under-utilized in the S.M. space. #PRSMS
)@alkrueger Strong journalistic writing & storytelling remains vitally important in PR 2.0. #PRSMS
@randysprenger A simple SM tactic: Add a "tweet this" button to enable visitors to spread the word about new 2010 models. Nice! #PRSMS
Wednesday, October 14, 2009
Key Components to Consider for 2010 Plan
Just about this time last year we heard over and over that marketing budgets were being slashed and any remaining resources needed to focus on lead generation to grow sales. Nearly all brand-building and awareness generators were put on hold until signs of recovery started to appear.
Fortunately, we’re starting to see those signs. That doesn’t mean, however, that marketing dollars can be spent without ROI expectations and firm performance metrics in place. Discussions surrounding 2010 marketing plans should concentrate on five key areas:
1. Do you have an accurate market situation assessment and path forward? Don’t assume the market, or your position within it, is the same as it was this time last year. It’s critical to assess your current situation, draw conclusions and lessons from recent performance, and set meaningful marketing objectives for 2010. Once these are in place, the strategies and tactics become much easier.
2. Is your message right? Just as important as understanding your new situation is understanding what your prospects need to hear now; what you’ve said about your brand in the past may no longer be meaningful in today’s circumstances. Making sure your message is compelling and credible to your audience is crucial to maximizing marketing dollars.
3. Is your website working hard enough? Having an attractive site that acts as little more than an online brochure is not enough. It’s time to do a thorough analysis of your web statistics, SEO performance and critically compare your site to your competitors.
4. Are you getting the PR exposure you deserve? PR is a great way to credibly get your message out to your audience without the “paid for” factor associated with some marketing tactics. Measure and evaluate your current media presence, as well as that of key competitors, examine potential story line directions and integrate into your overall marketing communications plan.
5. Are you participating in social media? A year ago, very few companies fully understood the value of social media; today, it’s one of the few areas of marketing seeing an increase in spending support. Understanding and using these powerful tools can enhance multiple facets of your business, from R&D and product launches to customer service and support.
Even if your 2010 marketing plan outlines only modest growth goals for the year, it won’t succeed if you haven’t put some time and effort into these areas first, and made sure each is integrated with the others.
Friday, October 9, 2009
FTC Takes On Online Endorsements
With the continued growth of blog audiences, and especially with Mommie Blogging becoming a major industry infiltrated by some of the largest global consumer products companies, we all should have known it was only a matter of time until Uncle Sam got involved in applying some consumer protection laws on bloggers.
Well, it happened Monday when the FTC published updated guidelines on the use of endorsements and testimonials that will become effective December 1, 2009. A very important piece of the new guidelines focuses on the required disclosure of "material connections" between advertisers and endorsers, especially in those situations where consumers would not expect a connection. For example, when Tiger Woods appears in an Oldsmobile commercial (OK, not anymore!) viewers all assume he was paid to appear on behalf of Oldsmobile. But if he's a guest on Leno and starts raving about a new vitamin sport drink, we might believe he simply likes it and hasn't been paid to rave.
The new FTC guidance specifically requires that anyone receiving compensation of any kind in exchange for saying (Tweeting!) something kind about the product is required to disclose the connection, or face fines and civil penalties.
I think it's pretty clear the FTC really isn't after Tiger, or any other big dog celebrities. Who they're most likely after are the Mommie Bloggers, and anyone else in a position to influence a large online audience, like consultants with e-blasts that reach thousands, or free webinar hosts, or owners of LinkedIn groups that could have thousands of members. Those people all have the ability to potentially influence through an endorsement that might not appear at first blush to be a likely source of "material connection."
Does that mean you and I need to be careful about endorsing a client on LinkedIn without disclosing that they're a client? Maybe. But I doubt that most of us could ever have the impact necessary to attract the FTC. And more importantly, most of us, even when we endorse someone we work with, are not being paid to endorse.
What about Twitter? Right now I have no doubt that this new guidance is being violated every couple of seconds by someone on Twitter talking about a new application, a great seminar they attended, a conference center they're at.
What should you do if you're using social media to endorse people or businesses? Start by being a little more self-aware of when you might be crossing the line. Even if the FTC doesn't catch you, no one wants to be called out be peers or competitors for behaving unethically. Because in the end, the FTC is just doing what the market hasn't done on it's own, and that is to encourage honesty and candor about business relationships, and avoiding conflicts that are clearly not the right thing to do. Which is so simple a six year old could explain it.
Thursday, October 8, 2009
A Whole New Mind
I don’t often recommend books – rarely is my taste in close enough alignment with anyone else’s – but I just found my copy of Daniel H. Pink’s “A Whole New Mind: Why Right-Brainers Will Rule The World.”
The back cover is full of quotes from people who’ve read the book, including this one from a major newspaper: “If it’s likely that someone in China or India can do your work more cheaply than you can, or if a computer can do your work faster than you can, read this book!”
In a time when anything can be crowdsourced, templated, Photoshop’d, bought on the Internet, copied off the Internet, reduced to a digital exchange or marginalized as “traditional” – and when Wal-Mart has taught consumers to ignore what’s good and buy what’s cheap – it’s important to understand what singularly human abilities we have that are still worth paying for.
Even left-brainers (maybe they in particular) will get something from the exercises in the book, designed to enhance the abilities we have that no computer program or under-trained entry-level kid can mimic and sell for a song.
Per recent FTC regulation, I should disclose that I have nothing whatsoever to do with Daniel Pink or his publisher. Or anyone else he knows, probably.
Tuesday, October 6, 2009
Use social media to get an interview
Below is my recent guest post on the VisualCV.com blog. VisualCV.com is a Web site that allows professionals to create an Internet-based resume that helps them stand out from the crowd by uploading work examples and videos, sharing social networks and create their own URL.
The time between submitting your resume/cover letter and receiving a call for an interview can be extremely long and stressful. Each employer has different selection processes, requirements and formality that you're unable to control. And many are using that time to do some research about you based on your social media profiles. In fact, more than forty-five percent of employers reported in a recent CareerBuilder survey that they use social networking sites to research job candidates, a big jump from 22 percent last year.
Luckily, you now have the power to control your brand online and influence employers’ perceptions of you. For some this is a frightening revelation, but if you use it to your advantage it can reap incredible rewards. How? Make sure your social media channels are cared to properly and represent who you are, or the person you strive to be.
First, get your LinkedIn profile up to par. Start by adding elements of your resume, connecting with influential industry professionals and building your database of referrals. Also, don’t be afraid to be transparent - optimize by adding links to your blog, Twitter profile, social media bio and VisualCV. A well-kept LinkedIn profile that tells everything it can about you tells the employer you’re serious about your job search and provides them with more information needed to separate you from other applicants.
Keep your Twitter profile clean and relevant. Twitter can be a powerful job search tool if you’re smart about how you use it. Many employers will look up your Twitter profile to see if you’re connected to people that matter in your industry, if you’ve ever badmouthed a former or current employer, if you’re a positive person or if you provide relevant content to followers. If employers see that you’re using Twitter to connect and learn, they know they’re more likely to have a worthwhile interview with you.
Don’t hide on Facebook. It’s become a trend for many young professionals to alter their Facebook identities so current and potential employers can’t find them. I’ve seen many variations of this, such as using a middle name instead of your last name, or changing your name altogether. People who think they’re being strategic are really showing employers that they have something to hide. Employers understand that you are human and will probably be going out and having fun, so photographs of you partying will only become problematic if that appears to be the only thing you do. Complement and balance your personal photos by posting news articles or joining groups relevant to your industry.
Be smart and transparent on Facebook and other social media tools to tell a future employer you’re comfortable with how you present yourself. How you’re perceived can help turn your lifeless application into an interview.
Monday, October 5, 2009
Goodbye to a Brand Icon
“A different kind of car, a different kind of car company.” Quick: name the brand.
In 1990, Hal Riney & Partners created a brand for GM when brands meant relatively little in the car business. Saturn stood for customer service, relationships and community among owners. The quality of the vehicle itself was secondary although that was good, too. How many other vehicles can take a hit from a baseball without a dent? For almost 20 years people recognized Saturn as the car and company they could relate to on a whole new level.
So why, today, is GM saying goodbye to Saturn? Because GM didn’t manage and support the brand as well as they should have. New GM products received the majority of the automaker’s marketing budget while Saturn received less and less. That was okay, for a time, because the brand was so well developed initially that consumers bought it for the brand experience, not because the vehicle stood out (and that’s good, because for almost nine years Saturn sold the same model vehicle and nothing else while the rest of GM’s lines introduced new models yearly).
Like any brand, consumer interest dwindles without constant innovation and promotion. Had GM paid more attention to this asset, it could have been one that helped them weather this economic storm. Instead, we have another case of turning off the engines when flying at 35,000 feet.
I liked the branding. I liked the spots. It was interesting to watch the lifecycle of a new car brand in America. I never owned a Saturn, but I think GM could have made that brand live up to its marketing with a little effort.
Goodbye Saturn. Hopefully your demise and the wasted talents of some smart marketers will teach other consumer products companies the value of matching the brand to the product and supporting them consistently.
Friday, October 2, 2009
Wisconsin Dept of Tourism Pulls Doomed Campaign
Less than six months ago Wisconsin Gov. Jim Doyle and Secretary of Tourism Kelli Trumble introduced a new state tourism slogan (Live Like You Mean It) and logo, at a cost to taxpayers of approximately $57,000. The work was quickly derided locally and nationally both for its lack of originality (Bacardi Rum, various motivational speakers and authors have all used the slogan) and questionable appropriateness as an inviting message to attract potential visitors.
In a move long anticipated, and by now long overdue, the Wisconsin Dept of Tourism Friday annnounced that it was suspending the campaign indefinitely. According to Ms. Trumble, her department would spend some time evaluating feedback with their new agency, Laughlin/Constable of Milwaukee (not the poor saps who came up with this campaign!)
Wait a second! Does this mean the state is going to spend more of my hard-earned tax dollars assessing whether this campaign should be continued? Here's a cost-saving opportunity for Wisconsin: put a fork in it, it's done! We don't need any further study on this subject. The online public quickly told the state all they needed to learn.
And to the talented folks at Laughlin/Constable, who will likely soon be embarking on the development of a new campaign so the state has something to launch next Spring, here's a few simple pieces of advice that might have saved your predecessors quite of bit of embarrassment, and saved the state some promotional dollars they can ill-afford to squander:
- Start with the Wisconsin's promise to visitors---if we're promising relaxation, variety, value, adventure, calm, escape---let's capture that in our slogan, OK?
- When you've got some contending ideas, try a quick originality check on Google. If we're supposed to be a bunch of original thinkers, let's show it in our advertising.
- Expose the new slogan to a wide variety of demographic groups, both within and outside of Wisconsin. Just because a phrase doesn't offend your Aunt Edna isn't proof that people under 30, or from different ethnic groups don't find it risque or just plain wrong.
- And while you're talking to people, get an early read on its motivational power. Does it really help people see Wisconsin in a different (positive!) way? Does it make people want to take a closer look at what we have here? If you strike some cords here, maybe you're really on to something.
Thursday, October 1, 2009
Local photographer blends stunning images & social media
October 1. Today marks the beginning of a long winter ahead of us. However, before the snow falls, Wisconsinites have beautiful fall scenery to look forward to. And local photographer at Appleton’s Image Studios and friend of Weidert Group, Glen Hartjes, could tell us a place or two to visit for stunning views.
When Image Studios challenged its employees to engage in social media, none pursued it with more enthusiasm than Glen Hartjes. A commercial photographer for more than 37 years, Glen decided to combine his two passions, photography and motorcycles, to create a unique photo blog. Utilizing the Wisconsin DOT’s “Rustic Road Challenge” as inspiration, Hartjes spent the next three weeks on his motorcycle traveling all 107 of Wisconsin’s Rustic Roads, a system of roadways covering more than 600 miles across the state.
For Hartjes, the social media challenge Image Studios presented provided an outlet for him to express his creativity in a genre very unlike the commercial photography he engaged in for most of his career. He started his journeys early, sometimes close to 3:30 a.m., to ensure that he could fully capture Wisconsin’s majestic early morning beauty.
With no specific destination, Hartjes stopped to snap photos of everything from daisies to black bears, posting the photographs for the rest of the world to enjoy (and comment to) on his blog.
To top it all off, Hartjes was recognized by the Wisconsin DOT for successful completion of the Rustic Road challenge, which awards participants a patch for completing ten roads and a certificate for completing 25. However, for Hartjes the experiences he encountered were well worth the journey alone.
We love this story! If you are interested in learning about Wisconsin's rustic roads and/or taking on the challenge yourself before the bitter cold is upon us, go to the Wisconsin DOT Web site for more information.
Social Media For A Cause
Over the last month our team has had the opportunity to develop and launch an integrated social media plan for Pierce Manufacturing’s “NFFF Full Throttle Support 2” campaign, which is the second campaign in partnership with Harley-Davidson to raise donations for the National Fallen Firefighters Foundation (NFFF) – a national foundation that provides ongoing support to families and co-workers grieving the loss of a fallen firefighter.
The first Full Throttle Support campaign was a big success and brought in over $135,000 in online donations for NFFF. But for the second round of the campaign, Pierce wanted to create more online buzz by utilizing social media to really spread word of the campaign. That’s where our team came into the picture.
Using Facebook, Twitter and a new Community page on the campaign’s Website, we launched an integrated approach to talk about the campaign and to begin connecting with fire industry personnel, supporters of the fire industry, and those impacted by the loss of a firefighter.
This integrated approach allows each social media tool to work together to get maximum exposure for the campaign. Twitter drives traffic to the Facebook fan page and Community page; the Facebook fan page allows supporters to post content and interact with other supporters; and the Community page houses direct links to Twitter and Facebook as well as a guestbook where supporters can share why they donated to the campaign.
To get involved in this great cause and to help spread the word, check out the campaign’s Facebook fan page, Community page, or follow the campaign on Twitter.