Archive for the 'Brand' Category

How to avoid being the next Groupon/Tibet disaster

Published February 12, 2011 Brand , Business , Copywriting , Freelance Writing , Marketing Leave a Comment
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We all know Groupon blew it with their Superbowl ad. (If you missed it, here’s a good recap of the brouhaha by University of Colorado journalism instructor Sandra Fish.) Now the CEO has finally admitted it too–better late than never.

Rather than cover the blow-by-blow error of Groupon’s–and their ad agency’s–ways, let’s talk about how you can make sure your next campaign doesn’t suffer a similar fate:

1. Choose your reviewers wisely. Whether you’re working with in-house or agency creative teams, it can be easy to get swept away with a concept or idea and forget about what really matters: what your audience thinks.

In any size company, it’s important to have checks and balances built into the review process. That means hand-picking a few select reviewers with different perspectives–the yin and yang of your best people. Choose trusted people who know and understand your audience, and aren’t afraid to tell you what they really think.

While it’s good to choose stakeholders who understand marketing and good creative, it’s also ideal to include at least one conservative person as a litmus test. If that person recoils at your campaign, you don’t have to start over, but you should consider the ramifications if a majority of your audience responds the same way.

Bottom line, if you’re taking a risk–working in a new medium, testing a new strategy, dabbling in humor when you normally don’t–the more eyes, the better.

2. Use humor sparingly but wisely. Humor in marketing is like prescription-strength Retin-A for your face–more is not necessarily better. Groupon’s email copy relies on cheeky, sassy verbiage, which is a balancing act on the best day. But throw in a cause or charity or, as Fish put it, “a beleaguered people,” and you are crossing into dangerous territory. It’s like this Oatmeal cartoon about a brain tumor; Matthew Inman wisely thinks ahead to what some in the audience may think, so he starts with an explanation/disclaimer.

But he’s not selling something. You can’t add a disclaimer to a TV commercial about the humor. Great creative executions are like toilets–they should just work. No instructions. No explanations. No disclaimers.

3. Don’t assume. Remember the “Don’t assume or it makes an Ass out of You and Me” phrase? Fish’s article reports that one of the agency creatives responsible for the ad tweeted, ”Pretend to be upset by our #groupon ad, but we got people talking about Tibet & are donating money. More than what you’re doing.”

Wow. This tweet was retweeted a few times before it was deleted, but this defensive attitude says, “We don’t care if we upset or shocked you; we raised money and who cares if you don’t like how we did it.” This is arrogant, callous and unethical–hardly qualities you want associated with your brand, let alone your people.

This is what PR people are for–and why the best response from everyone else is no response. But at the end of the day, don’t assume that your attitude, approach or humor is shared by all. And never, ever assume that people will forgive you for a misstep just because you are a big brand or popular today. It could a blip on the radar–or it could signal the beginning of the end.

4. Sleep on it. Research shows that your brain often works on solving problems while you’re sleeping or engaged in a different activity–even when you’re not actively thinking about the problem.

If you’ve ever woken up in the middle of the night in a cold sweat about a decision you’ve made, or if the problem keeps you up at night, that’s your brain’s way of saying–hold on, cowboy. Let’s think about this some more. Respect your brain’s time to process ideas and consider all the possible outcomes. Before you say, “Approved!”, sleep on it.

5. Be true to your brand AND your audience. When your brand tries to be something it’s not, or if you even think the creative is trying too hard, it’s a warning sign that you’re treading into dangerous territory.

Above all else, remember your marketing objective and your audience. If you even remotely think people could be offended or turned off by your creative, you should take a step back and think carefully about the potential fall-out.

6. Be prepared. If after all this you still decide to move forward with your creative execution, make sure you are ready to respond to both negative and positive reactions. By thinking through the potential outcomes ahead of time, you can respond quicker and more appropriately to the good or the bad.

Now that I’ve told you all of this, I’m going to say something that sounds contrary: don’t be afraid to take risks. A well-executed creative campaign could be just what the doctor ordered for your brand. By following these simple steps, you can help avoid being a case study of what NOT to do and avoid having to apologize to the Tibetan people and the world at large.

Marketing Campaign Creative: Are you guilty of these 5 subjective sins?

Published January 20, 2011 Brand , Copywriting , Creative Life , Design , Marketing 2 Comments
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Everyone’s got an opinion, but when it comes to creative work, those subjective opinions, biases and perceptions can get in the way of great creative work and hamper the whole process.

Here are 5 subjective “sins” that come up most often:

1. Anti-Feet. One client I worked with hated feet. As a b2b company in the analytics business, there was very little reason for us to SHOW feet in the first place, but his preference was so strong that it became an unwritten rule in the brand standards. If we wanted to show people, we had to show them from the waist up.

This reduces the number of images designers have to choose from and slows down the creative process.

Designer:  “LOOK! This image of a couple walking down the path conveys everything we want perfectly: warmth, joy, energy. It’s perfect!”

Marketing Manager: “No, wait. That guy’s foot is showing.”

Designer: “I’ll photoshop it out!”

Marketing Manager: “No, then he’ll look like he has no feet and then You Know Who will start thinking about his feet and it’s all over. Search again.”

Designer: &*%#$%^

2. The Purple Bias. There are some people who absolutely hate one color or another, sometimes for no good reason. Just because. In my experience, it’s most often purple. Oftentimes this hated color is in the brand’s color palette, but no one realizes it because someone has decided that they hate it and it can never be used.

What’s the point of having a palette if you’re only going to use 2 of the 8 colors? That’s like wearing only black and white every day of your life. It works for some people, but for others, it just gets boring. Sometimes a good shot of purple is just what your brand needs.

3. Real People. When there’s no money or true need for a photo shoot, stock photos from places like iStock and Getty fit the bill nicely–except when someone gets hung up on the people in the photos. Other times, people don’t realize that stock photos are just that–stock, off the shelf–and you end up throwing design concerns to the wind and focusing more on personal reactions like:

“But these people don’t look like us!” (Exactly.)
“I don’t like that guy’s beard. It’s creepy.” (Beard bias)
“I thought you were going to find an image of 7 guys in our company jerseys playing softball with the company mascot in the corner!!” (Repeat after me: stock photos)

4. The Parakeet Syndrome. Another common problem is when people like a certain subject to show up in all images–say, kids or parakeets–and insist on using those types of images, and only those types of images, for their brand.

For example, if you own a pet store, then sure, images of parakeets or dogs are fine. If you’re going for a concept that conveys, say, working like a dog or feeling caged in, OK, there’s a connection there between the concept and the visual. Note: This is not like choosing a brand mascot, such as the Geico Gecko (nice alliteration there, by the way).

But be wary of anyone who wants to feature parakeets on every ad  just because they like parakeets, especially if it has nothing to do with their business or the big idea driving your campaign. There should be a reason, or method, behind the madness.

5. We Want to See Real People! There are times when using “real” people works–say, the Dove Campaign for Real Beauty or casual YouTube videos. And then there are times when using “real” people screams cheesy and low budget. If you’ve ever seen a TV commercial where a car dealership owner speaks in a monotone at the screen or an athlete is clearly fixated on the teleprompter, you know what I’m talking about.

If you want to use real people in your photos or videos, ask yourself why. If it’s because that’s all you can afford, that’s OK. But you must choose employees or customers who have good presence–they speak clearly and articulately, have energy, and look natural there in front of the camera. It’s important to find someone who fits the part. That’s why there are talent agencies–it’s all about finding the right fit.

Just remember, all art and creative is subjective. But when it comes to marketing, staying true to your concept and your brand is what’s most important–leave the Purple and Beard Bias at home.

B2B marketing: Send in the clowns?

Published December 14, 2010 Brand , Business , Copywriting , Marketing 4 Comments
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There is a tendency these days to think you need all kinds of bells and whistles, four-alarm chilli, clowns and unicorns to get people’s attention in business-to-business (B2B) marketing. We need to go viral! We need a video! We need a crazy, wacky, out-there idea!

Here’s one: have something to say and say it well.

A lot has changed in the marketing business, but some things will never change. People still want to be spoken to as if they matter. People want to have a good conversation. People want to feel heard. They want a solution for their biggest problems. And B2B marketers should never underestimate the power of a good, simple idea.

Business people don’t always want to have to create a video or fan your page or have to upload a photo to win something. They don’t always want to be “kooky” because, frankly, this is their business. Time is money. And while this doesn’t mean we can’t have fun, we do need to be on the same professional page with our audience, now more than ever in a world where social media and texting are relaxing the “rules” of what we say and how and where we say it.

We’re all cynical and jaded. We’ve seen it all, read it all, been there and done that. It’s hard to see anything with fresh eyes. Not to mention that we all have our own prejudices and subjective opinions (like this blog post, for example). :) But it’s a mistake to get so consumed with trying to be “clever” and go “viral” that we forget the point of our business: to generate sales leads. To convey a feeling about our solution and our brand that makes people want to work with us. To sell.

A copywriter is a salesman behind a typewriter.
Bob Bly, freelance copywriter/marketing consultant

I’m not against contests or promotions or “viral” tactics. Sometimes the right answer is a fun video. Sometimes it’s a letter. Sometimes it’s TV or social media or an ad campaign or all of the above. But above all, it’s about a conversation between you and your customer or you and your prospect. And if you don’t have a good story, you’ve got a snowball’s chance in hell at making a connection.

I’ve been a business owner and a marketing consultant, so I’ve seen it from both sides of the equation. One thing I know for sure: when I choose to do business with someone, I choose someone I trust (translated: a knowledgeable expert who will make me look good and make my job easier) vs. someone who amuses me. This is my business we’re talking about.

That’s what makes B2B marketing so much fun: trying to balance  the need to tell a compelling business story and getting the prospect’s attention in a fun, creative way without crossing that invisible line that says “unprofessional.”

So the next time you find yourself trying to build a “clever” campaign or trying too hard to be “creative,” stop and ask yourself one question: what’s my compelling business story? If there isn’t one behind the flashy video and kooky idea, maybe it’s time to take a step back and remember who you’re talking to.

TV commercials as mirror: is this really who we are and what we’re about?

Published November 3, 2010 Brand , Fun , Marketing , Social Commentary 3 Comments
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How is technology changing society? Just look to marketing, especially TV commercials. Writers often write stories that reflect back what they see around them–prevalent attitudes, culture, changes, issues. Marketers do this too, but unlike writers who try to make a point, change our minds or get us talking and thinking differently, marketers (like me) are trying to sell you stuff. Some of the time, some of us get it right.

And then there are commercials like this one for the new Windows Phone 7.

The first time I saw it, it got my attention. The music was compelling and built up a great crescendo to match the action. The people were so distracted, I caught myself smirking. So true! So ironic! So sad! And so universal–we all know “someone” who is permanently attached to their phone in an unhealthy way. We’re a distracted nation.

Microsoft took that reality and exaggerated the truth even further, showing people crashing into each other, sitting on each other, picking up a phone out of a urinal (yuck). We’re all tripping, falling, ignoring each other, tuning out of our lives and the people around us. The point Microsoft makes is..wow, what a nation of clumsy distracted idiots we are! Look how stupid we look!

Uh huh. And you want me to buy WHAT?

The cheapest shot of all was the saccharine sweet little girl at the end, which is meant to strike fear and guilt in the hearts of parents and grandparents everywhere because we are clearly ruining the next generation. And the solution to all of this guilt, clumsiness, distraction and stupidity?

Why, it’s Windows Phone 7! The phone that will save us (and our children!) from our phones and ourselves. That’s a tall order for a mobile phone. It must have super powers. Except we’re not sure how the Windows Phone 7 will save us because no proof is provided–no benefits, no super powers, no unique design, no competitive advantages.

Does this mean there are none? After all, Windows Phone 7 is…a phone. We will still be just as likely to trip, fall, walk into someone, sit on someone or drive off the road while using this phone as much as any other. I’m not sure if anyone would dive into the urinal to get this phone–an iPhone, maybe.

In my humble opinion, this is a great example of how NOT to market to people. Sure, it’s funny to watch people do stupid things. But in the end, Microsoft is pointing out our flaws. Mocking us. And trying to sell us something on top of it.

Compare this to the HP ePrinter Happy Baby commercial.

Disclaimer: I have kids, but I’m a marketer, so by default, I’m immune to babies, puppies, kittens and Hallmark commercials. But I like this ad because:

1. It’s a simple, well-executed concept. The idea is clearly embedded in our minds through visuals and simple dialogue: send your “baby” to the printer anywhere, right from your phone.  I say “baby” in quotes because some people’s “babies’ are their cars, their dogs or their puppet collection. Way to make it universal! This is a short, well-told story. As we say in fiction, “Show don’t tell.” This commercial nailed it.

2. It surprised and intrigued me. Very few things surprise me anymore, but the first time I saw this commercial, I stopped what I was doing. Why? The baby is cute but in a regular kid way, not the stereotypical Gerber baby way. The imagery consisted of simple visuals–baby and road scenes–juxtaposed in an unexpected way. Love that. It’s creative without trying too hard.

3. The tune set the right tone. Many of the YouTube commenters complained about the music. You’ll never please all the people all the time, but as far as I’m concerned, the music has just the right upbeat tempo for the action and adds just the right touch of whimsy.

4. It’s a positive reflection of…me! Unlike Windows Phone 7, this commercial says “technology” and “innovation”without making me feel like a doofus in the process. Gold star, HP!

I’m a big proponent of keeping things positive–especially in marketing. It requires strategic thinking, diplomacy, creativity and above all, common sense. If you want me to love your brand and buy your product, don’t show me what an idiot I am. Show me how your brand fits me and how will it make my life better. You really can catch more flies with honey than vinegar. Honey.

Brand strategy: Three key questions to find your “it” factor

Published September 8, 2010 Brand , Business , Marketing Leave a Comment
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You know what I love about fall, aside from the changing leaves, back to school, and crisp mornings and evenings? It’s one of the best seasons to make a fresh start. As my mom used to say though, it’s never too late to turn over a new leaf.

That’s why I love branding. Your brand is the face, the personality, the voice of your business. It’s your company’s charisma, that elusive “it” quality that sets you apart from all the rest. When you brand or rebrand a company, product or solution, it’s a fresh start–and a new way to find your company’s new or evolving “it” factor that can set you apart in a global marketplace.

Here are three key questions to ask before you even think about turning over that new leaf:

1. What is your audience’s perception of you/your company? Once upon a time, my team and I worked on a branding initiative with a product line group for a large corporation. In one meeting, we sat with the product line folks and had a great conversation about their competitors, SWOTS,  market challenges, tactical projects, etc.

Then I asked what I always consider to be the most important question for any brand conversation: “What do your customers and prospects think of you?”  There was silence for a moment. Eventually, they admitted that their customers thought they were arrogant. This was key for our team to understand–and it became the strategic foundation for our messaging going forward.

2. What is your perception of you/your company? This question is always second in my mind. What you think of your company may be so far removed from what your audience thinks that there is a huge disconnect–something that a strategic branding expert can help you address in your communication plan.

In the meeting I mentioned above, the product line group knew clearly what their strengths were–but these were not being communicated in the right way. We continued with a lengthy conversation about how to get everyone in the sales process thinking–and talking–the same way, so that they could start to change their audience’s perceptions from the top down.

3. What do you want people to think of you/your company? This can be a 20-page Powerpoint presentation or it can be three words on the back of a cocktail napkin. (Personally, I prefer the cocktail napkin approach.) This is what drives everything that you do from here on out–copy, visuals, mission statements, all of it. Every word that people read about you, every graphic element they see, the voice and tone of every message, should reflect who you are and what you stand for.

By asking these three key questions first, you can identify your company’s “it” factor–so you can craft more strategic marketing conversations and a more distinctive visual presence.  And just like that ever elusive “star quality,” people will know it–your brand–when they see it.

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How to build the brand of you? Think like a marketer.

Published April 21, 2010 Brand , Creativity Coaching , Marketing 2 Comments
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The concept of personal branding has been around for longer than I realized; this great article came out in 1997. I guess I always thought of it as common sense–”dress for the job you want, not the job you have” kind of stuff. But now I realize that it’s more than your clothes; I think it’s the story you tell about who you are and what makes you “you.”

So how do you find your story? Think like a marketer! Whether you’re looking for full-time creative work or pitching your services as a freelance creative professional, here are five questions that come up in the marketing process that you can use to build the brand of you: Continue reading ‘How to build the brand of you? Think like a marketer.’

 

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