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10 Observations From The Annual Ad Awards Ritual
 | This year's annual Dayton Addy competition has now come and gone, and gratefully Springboard (with its sister agency Hafenbrack) walked away with two Gold Hermes awards for print advertising. We are thankful for the good work encouraged by great clients such as the Greater Springfield and Champaign County Chambers of Commerce. Here are a few observations from this year's awards: 1. The Need For Ideas - The concepts that win typically have a substantial, central idea. Unfortunately, too many substitute tasteful design for meaningful ideas that drive a position. 2. The Trend To Interactive - It was amazing how quickly entries have trended to interactive. Clearly, the web and mobile applications are where the future is heading in competitions. 3. The Missing Results - I know awards competitions are typically a creative love fest, but I think there is room for a category where results are attached, such as PR, search or social media. 4. More Great Work - It seems that every year, no matter what the economic situation of the prior year, great work makes its way. It's proof that creativity is possible in any environment and with any budget. 5. Less Great Work - OK, I'll contradict myself. There was plenty of great work at this year's awards ceremony, but it was thinner. I think the lower-level winners (Bronzes) were not as good as in the past. 6. The Great Equalizer - Excellent work is created by individuals, with the encouragement of others and a nurturing environment for sure, but each year new names and firms pop onto the scene. One person can make a huge showing, and each year finds new gems. 7. Great Student Work - I am continually amazed by the quality of work created by brilliant and talented students (undoubtedly with the help of excellent teachers). 8. Dreadful TV - Every year...the most dynamic medium showcases the worst work. 9. A Great Show - The Dayton Ad Association and Graphica put on a wonderful show. Great theme, wonderful venue and nice, tight presentation/schedule that moved the festivities along. 10. The Promise Of Next Year - Everyone leaves the show with motivation and renewed a renewed goal of making the next year once again a winner. Until next year! |
Death To 'Broad'cast - Long Live 'Multi'cast
 | Back in "the day", 'broad'casting was the powerful way to catapult your brand, you message to the masses. The generally indiscriminant broadcast media could reach fairly large percentages of the population with a fairly narrow media buy. My how things have changed. The splintering of mass media, couple with the self-selecting power of the web, now requires marketers to think about message and medium in tandem. How can you leverage the power of numerous narrow-cast channels, with each execution tailored to the vehicle, while maintaining the central message and uniform position of your brand? This is the challenge for today's marketer. Let's call it multicasting - targeted messages adapted to a range of "media" simultaneously executed online and off. It requires mastery of both web marketing as well as conventional media, each used to deliver the greatest bang for the buck. Utilization of the brand-building power of narrow TV and YouTube placements, coupled with online destination/conversion sites and integrated social media avenues such as Blogger, Flickr and Twitter. The concept is a solid way to drive both brand position, as well as product promotions. And it comes with implicit measurability. Now, senior marketers simply need to enhance their understanding of this broad range of marketing avenues (without the assistance of a 16-year-old). |
Times Tough? Time To Rethink Your Marketing
 | To be honest, as a marketing leader tough economic times aren't all bad. They present an (albeit forced) opportunity to rethink how we generate results for the business and the c cost-effectiveness of how create marketing initiatives. Here are five tips to make more out of less: 1. Status Quo Has To Go - So many things are done as a matter of tradition and habit. Take time to wipe your slate clean and reconsider everything you do from a marketing standpoint - separate what works from what probably doesn't, with an eye towards how things could be combined or improved 2. Get With The Times; Get Online - The web is an amazing way to connect with customers. It offers an accountable, efficient and active way to reach new prospects who are "in the market". Refresh your approach with an enhanced website, targeted/promotional microsites, an active search marketing campaign and social media efforts. 3. Think Smaller - Traditional advertising agencies are often expensive and overhead-heavy. Many times you can get more senior level experience, fresher ideas and more cost-effective work from smaller marketing or interactive shops. Give them narrow assignments to test their capabilities. 4. Sift Your Staff - A time of downturn offers the opportunity to make changes that are difficult in good times. Streamline, re-charge with new energy and restructure for a lean, mean marketing machine. 5. Stand Out - Breaking through the clutter is never more important than when resources are tight. Consider something out of the ordinary to attract attention, position yourself in a different light and ignite interest. |
What People Say Vs. What People Do
 | In marketing (and in life), the ability to know the difference between what people say and what they will do is essential. It is something that comes more from life's experiences than a class or professional training. And not only is it helpful in marketing, but also in meetings...in reading what clients or colleagues are really thinking. I am reminded of a Michael Eisner's 60 Minutes interview many years ago. He was asked what he saw as the the key to Disney's string of successes in movies. The interviewer queried Eisner as to his research technique, to which he replied "I don't believe in focus groups." Ask someone if they want to see a movie on the life story of Mother Theresa and everyone will say "yes, I'd enjoy seeing that." But if it ever made it to the screen, it would flop. Many times people cannot express what they want. It's creating excellence...making something truly great...people recognize that and are attracted to it. I have conducted hundreds of focus groups, one-on-ones and online studies with everyone from kids to neurologists. It is only when you find clever ways to unlock their real thoughts, to get below the surface of a superficial comment that real insights are derived. I often find that it is by watching people shop, browsing retailers and reading online posts that I get the greatest window into people's motives and mindsets. It is then that a central idea, a real "unspoken" need - one that is unique, meaningful and persuasive - can be created on behalf of a client. It is for this reason, good marketers are discerning observationalists.They have the ability to understand how people act and what motivates them.They get under the surface by becoming an observer of human nature, and dive deeper into "what makes people tick." |
Technology: The Relationship Accelerator
 | The speed at which technology is bringing people and companies together continually amazes me. It is difficult to imagine what the world was like just a decade or so ago, without the many online resources we now count on every day (and take for granted). Let's take Google as an example. Now it is the gateway for finding and establishing relationships. The ability to find answers, identify resources and get solutions can happen in just moments. And Google simplified the process so it is accessible to anyone with even the most basic computer skills. Perhaps that's why so many companies we deal with at Oxiem have found the web their most effective and efficient means of connecting with customers and advocates. Then there's the ability to collaborate almost effortlessly. Here's an amazing example. A few weeks ago we received a call from a company in Paris who wanted our help in branding an amazing consumer product for the U.S. market. Using everyday business tools - GoToMeeting, InDesign, Illustrator and other common resources - we were able to create a stunning brand concept in just days. A collaboration between the Paris Industrial Designer, Harvard business enterprise, Chicago sales representative and the production houses. I cannot imagine this happening in this short a period of time just a decade ago. Now there's "people". We meet, get to know each other and share our thoughts and images online. Whether it's "following" each other on Twitter, posting pictures on Flickr, keeping up with each other's lives on Facebook or communicating our views on a Wordpress blog. And it's also something savvy marketers are tapping into through social media programs. Although the business benefit is still relatively unproven, companies intuitively understand that when they engage in social media or influencer marketing, they are establishing an important business practice and creating a foundation in the online world. So what does all this mean? It simply means that companies need to understand, embrace and build their competence as marketers that embrace the web as an environment for marketing and exchange. Many senior level managers (even at large organizations) still hold to convention, all the while the world is doing things differently. One typical example is the President of a company who walks into the Marketing Director's office holding a full page ad from a competitor saying "how will we respond", all the while what is happening "unseen" in the online environment is doing much more damage to their business. Change is evident in the rapid decline of newspapers and splintering decline of TV as a medium for the emerging generation of future customers. Simply put, I believe today's most efficient, agile and accountable marketing efforts are happening online. Now is the time for companies not to just refine, but re-think how they go to market. |
Making Your Own Economy
 | I used to work for a company where the senior manager always spoke about "creating their own economy." He boldly stated that, in the midst of a deep recession after the dot-com bust, he company chose not to participate in the economic decline. He got it wrong, and they did unwilling "participate". It wasn't simply good intentions arrogantly misplaced (or more kindly, perhaps he was just trying to "motivate" us), but a misunderstanding that a big company can avert the macro-waves of the market tide.. I see things from a different perspective. I do believe you can create success in even a deep economic downturn. But you have to change the game, and create a win-win concept for youselves and your customers. Make the change from "going to work" to building your own business. Whether ground-up, or via the franchise route. And there are many "recession-proof" businesses that are thriving today. You must out-maneuver and out-smart the bigger, less agile business. Why does so much entrepreneurship take place during down times? Both due to necessity and discontent. Because our fundamental instint is to stay within our comfort zone. And until a dilemma or an inner desire to reach for something more overwhelms us, we stay with the status quo. Statistics show that more new businesses are created during an economic downturn than in prosperous times. Often, it is when somene loses their job or sees a pay decrease in their current profession. Then desparation, often crucial motivation, kicks in. Then motivated and skilled individuals find their unique pathway to success. Even during a downturn. So what's the point? For those of you out there seeking or contemplating a new "opportunity", or how to avert a difficult time in your work life, you can find a way to succeed. It's where America's greatness is derived... from the position of the underdog. Then success is so much sweeter, and you will ultimately be so much happier. Just be smart in the decisions you make, and stay motivated to create someting great. |
The Great Marketing Dilemma: Excellence Vs. Competence
 | Any truly good marketer knows, there is a difference between excellence and competence. It's the same as the difference between motion and progress. I was in a meeting recently where junior marketing managers presented a chorus of bland informational marketing materials to a large cross-departmental management team. They presented with beaming pride the latest statement stuffer, brochure insert or internal newsletter. The room was filled with leaders from throughout the company...a twice- a-year affair for most attendees. Where was the big idea? The breakthrough concept? The big picture thinking? The creativity that would chart a course for leadership? In talking with a colleague, we discussed the fact that so many businesses today are becoming inundated with individuals that, while competent and well-meaning, wouldn't recognize a good idea if it hit them in the head. And they are supposed to be the marketers, the creative class of the company. But alas, they embrace creations that would make David Ogilvy roll over in his grave. Companies are filled cookie cutter cubicle-dwellers. "Team members" more concerned with fulfilling their Microsoft Project schedules, dotting the I's, staying 3% under budget and preserving their job security. The same individuals that wouldn't have the faintest idea as to whether a concept would be effective in changing consumer perceptions in a meaningful way, but are expert at squeezing 12 highly-accurate and "essential" copy points into the body of an ad no one would ever be inspired to read in the first place. They can mimic the latest marketing buzzwords, but are unable to generate an original thought of their own. Perhaps it is due to budgets, maybe it's because senior managers are no longer real marketers, possibly that schools are cranking out drones or maybe it's because the computer has made it so easy to spit out mediocre work. The truth is, it's not their fault...they have never been trained or mentored in the art of marketing. Could this be part of the reason that less than 1% of all ad messages are even remembered? In my days of working with Procter & Gamble, this was anything but the case. Brand Managers were groomed, taught, nurtured and refined into solid marketers. I know, sometimes the P&G way has been maligned for slothfulness and conservatism...but P&G-trained marketers were "students" of marketing. They had substance and viewed marketing as an investment in the growth of their most valued asset: their brand. As senior executives, we need to realize that we make an impact in the standards and examples we set within our organizations. By the challenges, expectations and praise we promote among the marketing team. We must encourage greatness...effectiveness...accountability...smart ideas and yes, wherever possible, breaking out of the norm. We create the "boundaries" to what is possible within our companies and in the marketplace. Don't get me wrong, accuracy and legal clearance are responsibilities of any marketer worth their salt. But we must FIRST instill a spirit of greatness in our people. Here are some ways to identify "good versus great":
Life is short, dare to be great. |
Thinking Small Creates Big Results
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In a world when emphasis is placed on "big thinking", sometimes it's the little things that can make all the difference. Micromarketing focuses on narrow aspects of consumer needs to create product differentiation, and make a real difference to customers. This precision focus can make all the difference in today's competitive marketplace. Understanding the things that truly matter, and being exceptional at satifying those desires day in and day out, is the essence of excelent marketing. One great example of thinking simple is Google. They took the complex world of online search - then an open field for many competitors - and created a solution that connected with an unmet need of providing just the information someone needed, admist the vast and growing internet world. They recognized that in a busy world, where we all have so much on our minds at work and home, the last thing we wanted to do is wade through complex search variables. The result of their focus is legendary. The question for every marketer is this: how can we get to the simple, essential need of the customer and customer-to-be? To create a product or service that understands their need state, and simply meets it. |
