From Ad Age Sept. 4...A Patrick Rant About Madison Ave. and their frequent inability to drive Brand Performance from any/every marketing component.

By PATRICK | MIAMI BEACH, FL September 4, 2009 02:53:36 pm:

Michal, great input.
Here is where Madison Ave. misses the boat when producing print ads, and even TV/radio, banners in some cases, etc.
THE ACTIVATION HOOK: every piece of creative has to think about how to drive an action, a behavior, some form of engagement beyond the delusional "impression value".
As a young brand person at Gillette, we were taught and saw in MRI type research that adding a dotted line coupon to the corner of a print ad drove recall by 32%! And the head creative directors would scream that the brand mgrs were adding coupons to the print ads. Reality check: we are in the business of moving product.

Now fast forward to 2010 where 108 mm US pop are projected to have smartphones ( & watching TV, 40% are using laptops or they are open within arm's reach ). Every marketer/agency person must RETHINK how to connect the ad with immediate action or engagement.
What type of action? Google the product, buy it on Amazon, download or open an iphone app to learn more, text or tweet a friend, or demo it on your iPhone or laptop screen, etc.

To illustrate: Two automotive TV ads were running during 2009 American Idol. The ads produced by Madison Ave. at big price tags. One was Big 3, one was an import. Both delivered 40mm plus viewership. Both ads were compelling.But there was one difference:
-- One had the obligatory tag line and faint URL
--The other had a smart call to action: "Go to Kelly Blue Book.com...KBB.com..then come do a test drive at our website"
250,000 consumers went to the websites or Google!

Why does this work now more than ever? 4 reasons:
1. Lifestyle Technologies now empower the consumer to engage (and it will increase exponentially in 2010/2011)

2. The number one driver of purchase (from BIGResearch and other studies) is live brand experience--which can be done or begun with these activation hooks

3. The number 2 driver is family/friends word-of-mouth ( enabled by new tech)
4. The number 3 & 4 drivers is 3rd party endorsement and personal search on the internet--all possible with lifestyle technologies.
Does this matter to CMO's?
Damn straight.
At NOW We focus on one thing for CEO/CMO's and their teams..."driving brand performance now". They are looking for ways to drive performance from EVERY marketing component--thru innovation, new approaches, new metrics and analytics, and new mktg-technologies.
Time for marketing/advertising to shift with the customer and technology.

Patrick Meyer
CEO
NOW
Twitter: patrickmeyer

Capture Their Hearts...$$$ Follow

Dog & Cat Lovers (& marketers)
Sometimes you can move massive numbers of people...with their heads (savings, smart choices)...but even more with their hearts.

Check out this...never have i seen people move so quickly: think puppies and "someone else's money " (aka free coupled with emotion).

The challenge: help Animal Rescue site drive viewership.

Solution: create a viral campaign to drive your numbers and click thru rates thru the roof.

here is the email (with the picture to the right to make you pour your heart out):

"Hi, all you animal lovers!

This is pretty simple.... Please ask ten friends to each ask a further ten today!
The Animal Rescue Site is having trouble getting enough people to click on it daily so they can meet their quota of getting FREE FOOD donated every day to abused and neglected animals. It takes less than a minute (about 15 seconds) to go to their site and click on the purple box 'fund food for animals for free'. This doesn't cost you a thing.
Their corporate sponsors/advertisers use the number of daily visits to donate food to abandoned/neglected animals in exchange for advertising.

Here's the web site! Please pass it along to people you know.
http://www.theanimalrescuesite.com/ <http://www.theanimalrescuesite.com/>

AGAIN, PLEASE TELL 10 FRIENDS!"

INsight: In your brand's positioning there is an emotional lever--understand it and then couple it with head & heart ideas.

BTW, this effort will catapult this site and its longevity (how do you cycle it next year? hmmm...have iNOW do iphone/Blackberry and Facebook apps)

Puppy kisses from the Beagle,

P.

What Should Marketers Do With Apps?

(from Ad Age Response)

see:

http://adage.com/digital/article?article_id=138355

Good input. The key is to think beyond the apps to:
--How is an app going to drive my brand/business. That is the ultimate gauge. Most clients/marketers do an app and they or the digital boutique have no clue as to how to linking it back to driving brand objectives other than awareness (same madison ave. problem usually) or downloads. Implication: do an integrated, business driving app.
--Use the iphone as the anchor until the massive fallout occurs. By 1st quarter 2010 it will be clear which platform and smartphones. Our bet: iphone and the ipone operaing system, Android, but lord knows which phones survive( there are about 10 here or coming with Android). Microsoft Mobile is on its 4th failed launch. so forget it. Implication: start iphone then do and Android lead phone next.
--Make Facebook the lynch pin in whatever you do. Connect your app to the 25mm users by adding in the FB link. Implication: built it in from the beginning
--Get ahead of the curve. Most USA app and even website developers are a generation back (not all but most). We just spent 10 days scouting and partnering in India. The are a generation ahead. Why? Because the big USA players have their software work being done there on stuff coming 1-3 years out. Work with the right Indian partner--who also is working on an Apple, Google, Infosys, etc. and you have the knowledge of where it is going--built into your digital solutions.
Implication: look at domestic and India resources
--Be smart and efficient and most of all quick: apps are coming at light speed. You can be obsoleted quickly. So spend 10k to 40k on an app, do it right, do it fast. 
Our experience after doing 10+ apps and doing them for marketers and also entrepeneurs' development and launch work--India resource--they are a "Generation ahead, at half the cost".

The Agency Is Talking To Themselves--While Palm Pre Will Crash & Burn

  By PATRICK | MIAMI BEACH, FL August 3, 2009 02:37:13 pm:

New Palm Pre Campaign...see:

 http://bit.ly/XwZf3

OMG! Classic case of the agency talking to themselves--and with a weak and intimidated client!. The advertising has zero chance of driving the objectives that the CEO of Palm or the Board or the shareholders are focused on: driving trial, purchase, positive WOM and total revival of a badly sagging Palm business.

Specifically:
--The chinese field spot was introductory and intriguing (but little RTB's about the product other than standard/parity functions like camera/picture taking).
--The next 3 spots were empty and no way delivering on the Brand Positioning (if there is one) and the true drivers of purchase/business building. 
Yes, be creative vs iPhone and others...but understand your situation. I/we just completed a total review of "where mktg tech is going?' with input from very smart savvy people on the mobile 2010 direction. Smartphone success demands:
--Innovation & Differentiation: not accomplished in the campaign.
--10+ players are all scrambling (after Iphone) and only 3 or so will make it to Jan. 2010.
--And you are also at a disadvantage on apps (the new differentiating bonus), memory and many features.
So write off the this advertising and its value. The only hope is the Sprint effort that will drive hard since they have nothing strong enough to counter ATT with Iphone.

But, the agency might win big at Cannes with the very avant garde
advertising, even if the Brand dies by next summer

Microsoft & Yahoo News and Conference Call This Morning (But Who Really Cares?)

As a marketer/business person, we will be inundated with this topic for the next 3-6 months and it will likely provide options in many forms.

--So I am giving you a link to their announcement in the last 24 hours so you can listen to the LIVE conference call at 8:30 am EST with CEO's Bartz and Ballmer.

Go to:

http://www.choicevalueinnovation.com/thedeal/pressroom/Default.aspx

My take:

--Who really cares?!!! 

--Yahoo is a lost player, no vision, wandering in the last 5 years.  Most legacy users who came for its Yahoo Groups 5-10 years back (and groups collapsed when the sex oriented posting aspects were filtered out) are gone or Yahoo is a second priority tool on their desktop (only Yahoo IM saves their relevance.  The numbers don't stand up in anyway to Google. The best it is ...is as a counter in online media negotiations...maybe (at best).

--M-soft gets the best deal. No upfront $$$, all shared revenue percentages. And they get a platform--albeit a tired one--to drive their tech solutions and applications thru.

--And Microsoft continues as the 1000 pound gorilla you have to watch...yet the gorilla is getting long in the tooth. How? The Bing browser is not a step beyond Google. Second, the era of "pay a lot of money for this software" model is done. Enter the OPEN-SOURCE era. Apple and Google are giving the software away free or $.99. Android. Chrome. 75,000 iphone apps. And this is going to explode in the next 12 months. And where is the tired Microsoft Windows?  Going thru its umpteenth release again (and no one cares..unless of course it comes FREE!)

The big asset that could be their breakout play is X-box. A high speed, multi-platform wrapped in total experiential strength...with a jillion young to medium age game fanatics devouring it everyday. This is the powerhouse that could emerge...X-box as your everything 

tool (not just gaming).

So listen to the call, think...Bartz had no option, Ballmer had no option...big layoffs are coming for the Yahooers...and Google is already 2-3 years out focused on where it is all going.

From my marketer-tech perspective that is all about:

-- online 3.o where the  empowered search/value consumer drives it

-- where high speed allows the user to have movies and user generated video anywhere, anytime...either free or so cheap (there goes the TV network model as the record label/retail model did)

 --where social network interaction emerges at the 5X level because it is about  friends/passions (and Facebook is the force)

--AND MOST IMPORTANTLY...where MOBILE 2G/3G phones shift the game the most. The handheld "key to my life" device is now able to deliver everything. And it does it not via the internet but via "the cloud". It does it without a browser and the antiquated scrolling thru "pages".  It is about your chosen APPS making it happen fast, in a fun and relevant and semi-customizable way. Yes it is still coming...but it is coming at Warp speed. And it is coming with younger, more progressive, passionate people having jumpstarted it all with the iPhone and the 10+ clones coming now.

(and yes Twitter is significant as a spin and customer service tool and with 35+ people; but no one under 35 is using it, as they are using Facebook and its functions to do the same.  Twitter will be bought and incorporated into an existing offering. And all major platforms will deliver a Tweet-like function)

Just a little bit of input. No you can go back to driving your business and enjoying the summer.

I just wonder where the upstart, break the rules, innovative spirit is that founders  Gates & Yang had...because it is not there with Balmer and Bartz.  

Patrick

 

Re: Softness In Online Weekly Hours? Caution...

Re: Softness In Online Weekly Hours? Caution...Ad Age & Forrester's Missed A Big Detail...The 25mm 2G/3G phones, "the Cloud" that enables them and the millions of apps that bypass browsers/internet.

Here is the Ad Age article link from today for your reference:

http://adage.com/digital/article?article_id=138159#comments

And here is the counter to their explanation of softness:

By PATRICK | MIAMI BEACH, FL     Ad Age Blog July 28, 2009 02:31:46 pm:

"Great bit of data on the softness online in hours spent weekly...BUT you missed the key piece: the massive shift to mobile 2G/3G phones, where apps replace browsers and "the cloud" replaces online.

Millions and millions of iphones led the way. Now Android equipped options are coming quickly from the all other in cell phones. So the hour softness can be explained by cell/mobile time spent multi-tasking thru life.

And one other factor: apps on a phone or on Facebook have empowered the consumer to work smarter...and they are just breaking out (as iphone's stronghold has its competitors running quick with their versions).

Last 2 points: I just spent 10 days in Bangalore, India (india's Silicon Valley) scouting and partnering for our clients on where it is all going. The big brand tech players are making their bets across hard/software, alliances, apps, etc. And it is all being developed in India now for 2010. Based on previews we saw...A barrage of Apps and select integrated, cross platform solutions will be the focus.

(and USA digital firms are a generation off from what is coming out of India)

And my CMO clients are confused by the agency reference to "its non-traditional media" and by digital boutiques doing one-off apps that have no effect on business building. One marketer theme stands out:

"if it doesn't drive my brand/business performance-we are not doing it"! So the unique deliverable is taking all this digital activity and traditional mktg in a new form, channelling it into a 2010 marketing plan that delivers share/sales/profit that the CEO is screaming for."

                    

  Let's talk soon. We have a full review of "Where Mktg-Tech Is Going In 2010"   

and how you can deliver an added performance edge to your marketing efforts.

The Pivotal Pieces: Insight--> Implication

As we focus on driving brand performance for our clients--particularly going into 2010...it keeps coming back to a thought process...actually a mini-reflex mechanism in my brain.

Insight--> implication. Stimulus...implication. Business and marketing objectives, context, business inputs---then implications into strategies.

Insights into implications then ideas/innovation--> action.

"innovation out of insight"

One of two strategic planks that drove our success and client desire to buy. The other was our relentless focus on: "aggressively driving brand/business performance" (the cornerstone to NOW and iNOW).

So i was just part of roundtable Tech Dinner where everyone serves up perspectives and then they are debated and shared. Just great coming off of our MKTG-TECH Mission in India last week.

So here is why i am snap reflexing on stimulus and implication:

--Open Sourced Software---> Apple/Goggle playing as a new set of rules---> M-soft and its expensive software model is challenged today..tomorrow...while no one is watching

For more on Google Chrome:  http://bit.ly/PEqjt

--Digital content at your fingertips and free---OMG...the newspapers, the local stations, radio...major landslide is coming..and the impact on industries and the content that is underwritten thru std means is going away. Creates new opportunity.

--Marketer shift to new performance model--spend a dollar get performance results or not-->coupled with what drives consumer shifts...personal brand experience, WOM from family and friends (partic digital WOM, then Martha Stewart and Food Network or DIY shows) (AND NOT TRAD MEDIA!!)...causes the entire marketer focus on the purchase funnel to shift.

It is shifting...we are doing it for our clients..and the big implication: Madison Ave. is toast! As one person put it, "big agencies are like frogs on the griddle...just getting fried!"

Why can't the agencies get it for the most part? Clients want solutions that will drive their business. Not build awareness. Drive the hell out of sales!  And agencies are not trained or experienced in this performance skillset!

Big implication!

So hold and watch the shifts. Start with the insight and stimulus. Because it is going on fast and furious!

Mobile Tricks/Secrets-->Engagement

Just a quick heads up on something just in Ad Age that will have everyone buzzing...since the consumer already is (over 1.2 mm+ downloads):

--See this Ad Age Age video article on Samsung's newest phone
http://bit.ly/SC6ol
--Or see the ad on YouTube:
http://bit.ly/lMECt
Here is the takeaway: The consumer loves new mobile tech options--and being engaged with "tricks and secrets"

This is the key to today's consumers: intrigue me, engage me, empower me and do it in my lifestyle (their most important device--their evolving lifestyle accessory--mobile phone)

It is the reason we were in India last week with the 12 most cutting edge tech firms--partnering, scouting, creating avenues to new tech-marketing solutions for our clients.

Just one example, our newest partner Sourcebits (in Bangalore, India) and ourselves working on new mobile software solutions to engage the consumer.
Imagine this form of fun via iPhone and other platform apps:


Let's talk soon. We have a full review of "Where Mktg-Tech Is Going In 2010"
and how you can deliver an added performance edge to your marketing efforts.

Mktg-Tech Topline From India....

Just completed an amzing two days on our MKTG-Tech scouting and partnering mission.

The Mktg-Tech Thoughtleader Forum really reflected "Where It Is Going Mktg-Tech-wise?"

India is doing really advanced work for the key players and smart entrepeneurs from the USA and worldwide.

Here are a couple topline thoughts...as we head to Delhi for more input sessions.

"We are actually here in India for a Bangalore and Delhi Mktg-Tech exploratory on where the digital activity is going--particularly beyond the more silo-ed approaches of the small inter net agencies and the mega-agencies "non-tradtional media" secondary focus.
    One thing for sure: there is a bigger play that we are seeing coming from a Mktg-Tech forum we held yesterday...what we call "digi-gration" where innovation, integration, new digital mega-platforms —that can then be aligned with other mktg components to drive brand market performance.
    Other noteworthy dynamics: the Iphone 3G-S intro and its acceleration of the open software app lead on other key players (including reported postponed major news held for Jobs return now), then the open Google Android software as it moves into the market across 12 phone brands partic global leader NOKIA trying for its re-emergence, and then the implication of Google FREE & OPEN Chrome software that will challenge paid for Micro-soft Windows—and a Google business software coming in 2010 free to challenge Micro-soft paid Office.
--Also worth watching young adults as they don't get/adopt Twitter--as Facebook gives them the short form communication (and Facebook enhances its features to preclude what is going on in other platforms)--versus where 35+ age groups are going in a frenzy of activity in the last 90 days—yet with polarized response.
    Our take: Twitter is a spin tool for evolved online use that is getting most use by authors, celebs, new online digerati & entities, emerging brands, etc. We (NOW & iNOW) are there, brands need to use it (we use cyber-publicists and our bloggers) and the Allen & Co. Summit this week will likely result in a Mega-corp buy of all or major chunk of Twitter. Then expect it to be combined into a bigger platform or ent/tech offering--only to wane as Tweet-knock-off features surface on all/most platforms
Lastly, see chart on phone share projections (knowing that iphone competitor Google open Android 3g platform will be on 12 of the Nokia/Other phone options here and coming in the next 18 months)"

One other piece: Sourcebits has strong expertise particularly with Iphone apps.

The Fun Booth is one example....take a pic of a friend..the tech orients to the face as you move...and allows your to enhanve and change the face, glasses, beard, hats, etc....omg hilarious. Def a winner!

See Robin on first change...to his face (above).

We will share more soon.  

All-star Cast of Tech/mktg Gurus-Bangalore

Just landed in Delhi on our mission to crack open where the digital marketing world will be 6 to 24 months out.
We have partnering an scouting sessions set up in Bangalore and in Delhi.
One juicy bit...a forum of 9 all-star tech/mktg people...focusing on "Where Is It Going?" and all the various digital platforms and where they are and will be?
We will film it for our clients.
Got to run..flight to " The Silicon Valley of India"...
P.

Bangalore, India Here We Come! (Mktg Tech Mission)

There is an issue most marketers are grappling with:

Issue: How far do i go with new digital applications--and how do i connect them to the traditional components that we use?

Said another way: "where is it going? Is there a simpler more effective way to get there? And how do i use the new things coming to drive the hell out of my business?"

Part of our Marketing Innovation role has been to help Fortune 500 Companies embrace new tech in a pragmatic, business driving way. At one point, we did this for The Coca-Cola Co. and generated the highest ROI program globally to date (and won the award as most innovative program of the year)

The secret: scouting for the best resources
and coupling it with our performance driving expertise.

Marketing Tech Mission To Bangalore, India: To get beyond the silo-ed, one off digital acivity being done by the mega-agencies and
website+ boutiques, we are:

--In Bangalore, India--the Silicon Valley of India-- next week
--Scouting & Partnering With The Best In Class in Software/Marketing areas
--Bringing back new solutions, innovations and efficient approaches

Goal: leap frog out to broad based "single digital platform" approaches/resources that guides and harnesses all of the options coming at you now (Iphone, Facebook, Twitter, You Tube and beyond).

If you have something you want us to explore, shoot us back your thoughts.
Also follow us over the next 14 days:
Twitter: http://twitter.com/Patrickmeyer

Blog: http://nowrethink.blogspot.com/

Back To Way It Was? NFW

This is deadly to think as a marketer: the consumer is not back and they are not going back to the way it was! Think Depression and the GI Generation. Ever meet someone who came thru the Depression? They never forgot that period and its pain. They ate/eat everything on their plate. They saved their butts off--avoided credit like the plague

--were really conservative with money.

Yeah, it was not THAT bad in the last 9 months...but bad...it was second only to the Great Depression on impact.

See these May numbers from a smart source of online, fresh insights...BIGResearch..who we use religiously:

82% said they have not resumed discretionary spending! And about 50% believe it will have a 5 year impact.

And store traffic, shopping trips, average ring, eating out, premium brand purchases, etc...all off double digit!
Implication: Make damn sure you have fresh insights on where your customers are now...park pre-Sept. 2008 research and thinking in a digital filing cabinet. Then get the new insights and MOST IMPORTANTLY THE IMPLICATIONS into your planning process as the first in grounding your 2010 work.
(and make sure you have shifted to the new performance mktg model...to be continued)
Heh, have a great 4th!!!!!!!

Heart In A Fortune 100 Co.--Got To Love it!

We just completed a phenomenal project working for Ford Motor Co....focused on turning around the Ford Car business in the USA. But there was an emotional feeling our NOW Swat team felt working with Ford and its agency (Team Detroit)...the heart of the company from Bill Ford and all the way across their people.

See the article  (<---) on Bill Ford. The difference?Yes,  they have great cars coming from Europe, strong leadership from Alan Mulally, Jim Farley and our friend John Felice (now coupled with an infusion of NOW thinking :)...

But the intangible that GM and Chrysler don't have....FORD IS A FAMILY COMPANY!!!!!!

And that brings heart and soul...and that is a factor in why FORD is turning around as i write this.

Listen to Bill Ford at 

http://www.thefordstory.com/planandprogress/?videoId=302

Implication: Heart & Soul is a  secret weapon that can be part of the turnaround of a brand or company.

Then you have to have shifted to a new model where you can play it out...PR, blogs, town hall meetings, even gutsy on air interviews where you need to be prepared for the tough questions.

What is the value of a 30 min. Larry King interview where 10mm americans learn that you and your employees believed in the legacy of an american car company and refused to take the bailout.

Go Bill and team...yes an american car company can make it back!!!!

(don't you just love marketing!)

I/we are getting set to kick-off our blog/You Tube Channel activity with big things breaking in July (7 days)...so stay tuned. 

Consumer Insights on the Desperation Economy

We wanted to share with you and your team a short video clip of fresh consumer insights on the Desperation Economy from work we did a few weeks ago (click on the screen below):

The key implications to have in your framework for the balance of 2009 and the aftermath in your 2010 marketing plan work:

1. Do not assume your current plans will get you there--Re:THINK your plan to make sure it will get you maximum performance.
--Why? We are seeing major shifts as we help our clients with rapid Re:Think work: purchase frequency and cascading to lesser category/brand options are the challenge --as family budgets are compressed and shopping trips are reduced—and brand purchases are threatened. Yet, there are moves you can make now to reduce this and flip it around in 2010.
2. Get fresh insights; use new tools to help understand how/what they feel and how your brand/marketing efforts are delivering (or not):
--Quick set of influencer groups is a given—particularly in friend combos. We also use Network Insights to gauge online chat/blog content, Twitter, etc. to get a rapid read on digital WOM. We use Emsense for neuro-diagnostics on commercials, on retail impact, on concepts, packaging, etc. The key is fresh, quick and not expensive.

3. Deliver An Enhanced Value Proposition:
--This is not necessarily selling your brand cheaper. This is delivering MORE VALUE at a competitive price—via added or enhanced product, in service, in speed, in convenience, or other marketing options, etc.

4. Show you have compassion—you share their “pain”:
--The out of touch CEO and monolithic company will lose, versus the empathetic, real set of people that are part of a brand. Weave the human side of your brand into PR, into websites, online, wherever it fit your brand essence and direction. We have town-hall forums, CEO and management on blogs or online, coupled with online outreach video story telling as part of what we are doing. Real people talking to real people.

5. Don’t Get Caught In The Old Marketing Model As The Consumer Is Responding In New Ways:
--The purchase drivers are not where most marketers or agencies are focused: a recent BIG Research Survey (3/09) showed that product brand experience, friend/family word-of-mouth, 3rd Party blog or article, innovative new ideas and value based retail—are the key drivers of purchase.
Yet most spending is on traditional media and assets. There needs to be an evolved model that mixes the new with the traditional, in an episodic plan that drive brand/business performance. And there are a host of related things that you can employ in this new mix (“Smart-bombing”, Brand Newsroom, Obama-type viral online, etc.).

Hope this is of value to you and your team (please pass it on to business friends).
Let’s catch up soon, as there are additional ways we can help rapidly (think 6 days, 6 weeks).

Re:Think NOW!
Best regards,

Patrick & The Team At NOW Inc.

ph 646-620-6618