If I worked for Lego, I'd immediately bring this guy on board. Why? He embodies everything that the brand stands for- creativity, culture, construction, and collaboration. Sponsor his work in a traveling art gallery, feature him in a behind-the-scenes web series as he pieces together his next project, or profile his work on a micro site devoted to customers living the Lego legacy.
Sometimes, the things people do with products are more interesting and more descriptive than the products themselves.
The Create or Else program, crafted by Oglivy highlights inspirational movers and shakers.
An interesting, short and relevant animation from Barkley that illustrates the most basic idea behind influence. While some customers continue to use older channels of communication, others are using new channels like Facebook, Twitter, YouTube, and Foursquare to broadcast and publicize their relationship with brands. Are you ready to respond?
Sometimes I think that everything that I believe in is the norm. For instance, I just got rid of cable, use Netflix religiously, and very rarely read the newspaper. Therefore no one needs cable right? Wrong.
According to a recent study done by Ad Age, the state of media isn't as devestating as one might think. In an age where I, and everyone in my social circle, screams Netflix, Hulu, Youtube, the data speaks for itself in saying that we're not nearly past the traditional television set.
That said, I think it is safe to say that we're in a state of Internet infatuation. A mere 6% of people would give up the world wide web, when nearly 8x as many people would ditch cable television. Hell, the study even says people would rather starve themselves then give up thier Internet access.
The last thing to note is that we are on intolerant group of individuals when it comes to advertising. The only place we find it somwhat acceptable to get hit with messaging is through the most traditional of mediums- print and television. In almost every other category, our disdain outweighs our acceptance.
Take a look below. Where do you fall in the madness?
I'm not saying this is the solution, but I am proposing that it's a step in the right direction. What can we as advertisers do to earn the attention of unaware consumers: offer up an experience that will literally stop them swiftly in thier tracks.
This needs a bit more branding, and obviously the physics could be smoothed out (seems a bit glitchy when there's nothing in front of it) but I'll be damned if this isn't an amazing way to get someone's attention.
The next step would be to make the screen touch sensitive to allow for further interaction. If users could find out more information about the product, send info to thier cell phone or social networks, who knows what the future of streetside shopping may become.
I’m not a hard guy to impress. The most powerful thing to me is passion, and not just having passion, but actually taking that passion and applying it to something. I think if you’re a good writer, you should write, if you’re a good designer, you should design, and if you’re a good thinker, you should think (and do something with those thoughts).
In the age of the Internet, it’s easier than ever to impress. I get that there’s only a certain amount of time in the day, and that as you get older, you get more responsibility. At some point in everyone’s life you’ve got to give up the Dell in exchange for a diaper. Trust me, I really do get it. Regardless, I’m still inspired by those out there doing something special, something unique, something that only they may see, and only they may be proud of. Creativity is a weird thing. It comes in different shapes and forms. Sometimes you’ve gotta search for it, but with the Internet, it’s always out there.
Without further adu, here’s one of the most impressive, unique things I’ve seen all year.
Matt Roeser is a graphic designer in St. Louis, Missouri. He works for a pretty rad design firm that’s making quite the name (and trust me, they’ve got quite the name) for themselves in the Saint Louis ad/design community. I’ve never met Matt, and who knows if I ever will, but what I do know is that regardless of what he’s doing at work (which I’m sure is great), it’s the stuff he’s doing on the side that is truly beyond impressive.
Matt designs book covers in his free time. He’s not getting paid, he’s probably not getting a ton of exposure, and he’s probably spending a ton of time on each design, but he’s creating something unique, something memorable, and something worth sharing. I think this is the future of the creative community. It’s not going to be about what you’ve learned or done in the past, it’s going to be about what you’re currently doing and how you’re continually improving upon your craft. How do you become a better designer? You design. How do you get hired to design a book cover? You design books.
Far too many people think they’re entitled to something because of their education or their work history. I find people less impressive who rely on that as their claim to fame. I’m interested in those activity pursuing a passion. I’m interested in those that realize in the age of the Internet, we shouldn’t be worried about hiding what we’re bad at, we should be showcasing that in which we're good.
Last week I was able to attend a presentation on Belief Dynamics from a man by the name of Jack Bruemmer, the Executive Vice President of D’Arcy (1959-1995), one of the most famous STL ad firms from the Golden era that now makes up a good portion of Leo Burnett.
In the presentation, he discussed the following:
“Strategy, what we do before we create ads, is more important, interesting, and is worthy of more attention than we've been giving it.”
As for belief dynamics, it can kinda be labeled as the following: a clear, useful philosophy of how advertising works and a discipline to make it happen.
Belief Dynamics provides a better way to understand the consumer. It helps to avoid false starts and wasted creative efforts. It helps to create advertising that influences consumer behavior. At the heart of belief dynamics? The fact that great advertising is always built on customer insight. Always. And that insight can always be manipulated. Always.
It’s important to identify what you are selling and what the consumer wants to get from your product. For instance, Kodak originally thought they were selling cameras. Then they decided, they were actually selling film. Sure the camera is the first step, but the film is how they maintain the relationship. Years later they truly identified what they were selling. They were selling memories.
Looking at other big brands from the golden era further expands on this idea. For example, Michelin became a huge tire brand back in the day. They didn’t get huge by selling tires (technically) they got huge by selling safety for one’s family and one’s children. Crest did the same thing with their “Look mom, no cavities” campaign that didn’t sell toothpaste, it sold the key to being a good mother.
In the scenarios above, we can look at it like this: the IT is the actual product a brand is selling. So in the Michelin example, the IT is expensive tires. The ME is what the consumer is buying (in theory) so, in this case, the consumer is buying something that qualifies them as a safe driver and a good parent. The THEM is all of the other influences that affect the decision making process, so in this case, the idea that this brand of tires is the only safe option for my family, my friends, and those that depend on me.
All behavior is based on beliefs. Beliefs “program” behavior. To change behavior, you must change certain beliefs. Advertising works to create, strengthen or alter beliefs to make people behave the way advertisers want them to.
IT beliefs engage the mind. ME and THEM beliefs engage the heart and soul. IT beliefs help you understand. ME and THEM beliefs make you care.
Whatever your beliefs, one things for sure. Strategy is more important than ever. What we're selling isn't always what it seems. And changing beliefs is always a necessary step to change a behavior.
Sorry this is cryptic, it's a tough idea to wrap your head around. I wish I had the presentation because it was definitely worth posting. The folks at D'Arcy were on to something. I wish I woulda been around sooner to understand just what it was.
Ever since the release of the new iPod Nano, people were wondering whether or not it could one day become a watch. Well, the idea as officially been realized. Scott Wilson, founder of design firm MINIMAL, has come up with a concept, delivered on the execution, and funded the project through an online pledging platform Kickstarter. His goal was $15,000. He raised over 300,000. Pretty amazing use of existing technologies.
I’ve meaning to get to this post for a while now. My interest in the way we behave online has been growing over the last few years, and ever since the first iAd pop up in my mobile RSS, I’ve been anxious to approach the topic of online advertising and how I think it’s changing.
People, in general, aren’t as affected by advertising as they have been in the past. Not very often do you find someone who’s actually anxious to see an online banner ad. I know firsthand that this is the case. On a movie review site where I act as an editor, Popcorn Jury, I picked up a few banner ads and placed them front and center in highly visible locations. Their message was tailored to the content (Netflix, Groupon, and Movie Trailer ads) and traffic is always pretty steady. So how many clicks do I get on an average day? I’d say a good estimate would be 1-2. The content just isn’t compelling.
I decided to take things a step further and test a social theory. I would use social media to ask people to click my banner ads. Could a personal outcry to fans and followers truly encourage uninterested individuals to click on an advertisement? You bet it can. I made $13.00 that day (as opposed to the usual .32 cents).
What does this prove? It proves that people, not the medium, are the true platforms.
Before I get myself into trouble, please note that I’m not discounting the advertising industry or promoting PR. Quite frankly, I don’t think PR is doing anything out of the ordinary right now either. People aren’t watching PSA’s, people care little about what they see on the news, and editorial content is getting lost with the declining readership of each and every issue. What I’m stating is this: we need to make advertising engaging for people who don’t necessarily want to be engaged.
One thing that I believe to be a game changer is the use of new platforms like the iAd network. These ads aren’t just clickable; they are highly interactive and offer an experience to a consumer, not just a premeditated message. Take for instance the Nissan Leaf ad below. I’m not interested in a car, most definitely not an electric one, and I would never click on a banner ad promoting one. However, when you see something like “meet the future” and the minute it opens up you're treated to an interactive, cinematic story, you can’t help but become interested in what the product has to offer and encouraged to click around.
Looking at another example, the True Blood takeover that took place on the Variety.com iPhone app.For people that clicked on the entertainment section of the app, they were treated to a nice surprise when their fingertips smeared blood on the screen of their mobile.Next, blood begins to drip down the device.Sure, it’s disruptive, but it’s functional and innovative, and consumers accepted it with open arms rather than getting angry.What’s even better?Once clicked, the trailer loads immediately in Quicktime, not requiring an open browser, more clicks, or a website redirect that takes time and energy away from the consumer experience.
Don’t think that this engagement is constricted to mobile alone. Take the AT&T Augmented Reality head ball banner ad that allows users to put their face in the game and swivel their head for a quick score. It’s this type of engagement that gets consumers talking, sharing, socializing, and spreading the word about a brand. The click-through rates on these ads alone are worth the price of admission.
Don’t get me wrong; none of these examples truly solve the problem that marketers are always inherently asked, “Does this drive sales, increase market share, etc?” But if you’re going to spend money on banner advertising as a medium, you need to do something engaging, entertaining, and out of the box. People aren’t clicking on the promotion; they’re waiting for the experience. It’s up to advertisers to provide it.
Right now, there’s no clear structure as to what online advertising does and how we’re supposed to react. We aren’t sure what to do, so 99% of the time we don’t click. If the site is trusted, we feel more comfortable, but at the same time, rarely do we react. It’d be great if we could just click on an ad coupon on the side of the webpage, and instead of taking us to a whole new site in a whole new window, we’d just be prompted to print. Make is simple, make it safe, and make it secure, but most importantly, make it something we want to click on.
When radio came out, print was supposed to die. When TV came out, radio was supposed to die. When the Internet was born, TV was supposed to die. The reality is that with every new medium, or adjustment to a medium, new tools become available to advertisers. Those that claim “advertising is dead” are grossly misinformed, but that’s not to say we shouldn’t be on the lookout. If we’re not careful, it’s not the mediums that are going to put us six feet under, it’s the people using them.
This isn’t an easy article for me to write. With less than a year of honest “industry experience” I wouldn’t necessarily say I have an expert opinion on the matter at hand. I do however recognize that there’s a problem, and understand the importance of outlining ways in which it can be addressed. So what’s the problem I speak of? It’s the people.
This industry is officially oversaturated. Simple economics shows that with the rise of small business, entrepreneurial adventures, and massive layoffs increasing the market for freelance marketing professionals, brands officially have too many options when looking for an agency partner. Add into the mix the gross costs often associated with a new business pitch and you’re looking at a market that isn’t dying, rather multiplying in a manner in which it cannot sustain.
What’s more concerning is not the increase in competitive business between agencies, but the increasing amount of brands who take it upon themselves to hire an in-house marketing expert to manage social media or community outreach rather than working with an established industry authority. I’m not sure where or when it happened, but at some point over the last three years, everyone became marketers. Hell, nowadays if you know words like Zappos, Twelp Force, and Gary Vaynerchuk, you could most likely ace an interview for a marketing position.
I know firsthand that this trend is taking over the industry. I, like many marketing professionals nowadays started out in social media, tweeting, talking, and building relationships for brands in the digital space. It’s fun, easy to establish credibility, and an entry-level skill set that looks great on a resume. What brands fail to realize is that marketing, advertising, and media isn’t something that can be handled by someone without actual industry experience. Chris Brogan’s “Trust Agents” should be on everyone’s bookshelf, but that doesn’t make them a marketer.
I often get caught up using the analogy of a medical professional. Sure, we can read books on heart surgery, but that doesn’t make us a surgeon. Same goes with real estate. Sure, we can read all about it, but until we buy or sell a house, we’re just amateurs with an interest. It’d be nice if our industry could gain back the credibility and authenticity it once had. Instead, we’re not only competing with other agencies, we’re competing with the rise of the amateur who will do anything asked of him at a lower price and a lower standard of quality.
So what’s the answer to the question at hand? That’s where you come in. What state do you think the industry is in? Have you noticed a rise in the amateur, the guru, or the marketing specialist making waves in the smaller segments of St. Louis business? Leave your thoughts in the replies.
I’ve recently been inspired by a blog post over at Creativity Unbound, written by Edward Boches. You’re probably going to see his name come up in a lot of my articles. He’s chief creative officer at Mullen, a huge agency out of Boston, and his ideas are often light-years (but in this case just minutes) ahead of what and how I’m thinking. In his post titled, “Dear Marriot: Some Free Advice After a Bad Night” he talks about a rough night he had at a recent hotel stay and builds an army around the idea of the now vocal and much more powerful consumer. With a group of around 13,000 followers on Twitter, it’s no surprise that his message didn’t fall on deaf ears. Within hours, the general manager of the Marriot was commenting on his blog apologizing for the inconvenience.
This isn’t a new theory. I’ve written about how social media gives the consumer a voice, about how brands need to monitor conversations surrounding their product or service to manage crisis in the time need, and how companies no longer have control of their brands, consumers do. The funny thing is we keep telling ourselves that we know and understand this, but companies continue to let interns and inexperienced marketers manage this information for them. Or worse yet, they don’t monitor it at all.
The most important thing a business can do in today’s digital world is the following:
Encourage individuals to tweet, blog, post images, and videos of anything that fails to meet your standards as consumers.
I’d even take this a step further and add:
We also encourage you to tweet, blog, post images, and video of anything that meets or exceeds your expectations. We always appreciate positive feedback!
What does this do? It shows consumers that you recognize their power and do everything within reason to make sure that they have a pleasant experience.
It got me thinking about a recent issue I’ve had in my own personal life, not too far removed from the hotel story mentioned above. The past few weeks I’ve been casually browsing apartments thinking about making the move to get out on my own. So what’s the problem? The problem is that everywhere you turn you read a different review, see a different picture, a different price, and a different problem with a property. Where’s the truth in advertising, where’s the corporation stepping in to diffuse any flames and put out any fires, and where is the encouragement from the company to empower the consumer to activate his/her voice. It’s still relatively non-existent in real estate.
I was sold on finding a loft in midtown St. Louis and a property management company called Front Door stood out to me. They had some nice available units at a relatively attractive price. Guess what. They were blacklisted online by consumers. Facebook groups, blogs, message boards, all focused on negative aspects of the business and their properties. Why isn’t someone stepping up to the plate to put out those fires? I would never lease from their company after what I’ve read.
Let’s look at an example. Let’s say a renter gets on ApartmentFinder.com and writes a terrible review saying that the unit is overpriced that the management is sketchy, and that parking is a mess. What I would then like to see is the manager of the property responding to the allegations with a reasonable response. For instance:
“We apologize that you had a negative experience with our property. We feel that the price is very comparable to other units in the area and we are working with the parking garage next door to create more spaces for our residents. As for your complaints about John, our current manager, he just started a blog about our complex and the surrounding area and he would be more than happy to discuss your complaints about management. If you’re still unhappy, we’d be more than willing to discuss the termination of your lease and other leasing opportunities you may be interested in in the area.”
How hard is that!?
There’s also the flip side. What if your complex only has two reviews and neither of them provides much context? Then it would be a great idea to encourage your tenants to write reviews, blogs, tweets, etc. that promote their experience. Hell, even offer an incentive with money off rent for those that post to a particular website; good or bad. In a time where consumers are more influential and more credible than the company itself, it’s more important than ever to tap into them and utilize their insights and experiences.
I wish I could apologize and say I understand why companies don’t have the time or resources to manage and monitor online opinions but I really have no sympathy because it’s quite possibly one of the easiest and most important pieces of business a company can focus their attention on. Who’s doing it right? A lot of companies. Who’s doing it wrong? An inconceivable amount more. The future of customer service is social and more businesses need to ready themselves to talk.
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