Five reasons why I blog.

Memes seem to be all the rage these days, the latest one being "Five reasons why I blog." Mike Sansone at Converstations issued an open tag invitation. So, without further ado, here are the five reasons why I blog:

• Conversation. Pure and simple. It's the free exchange of thoughts and ideas. The ability share and expand upon concepts at any given time, day or night.


• Community. The sense of belonging to something greater than oneself. Without sounding to touchy/feely, I find this sense of community reassuring.


• Credibility. What a better way to build credibility, than through a jury of one's peers. Peers keep you honest. They can see through the bullshit, and will call you on it.


• Therapeutic. There's something satisfying about writing and sharing my thoughts and opinions. I love the expression and the creativity. I enjoy it. It makes me happy.


• Cheap! It's more cost-effective then a therapist. I get to write whatever the hell I want. Best of all, it's free!

There you have it. Officially, I'm supposed to tag five people at this point, so they too can extoll the virtues of blogging. Only problem is I'm still building up my readership. So, if by chance you should happen across this merry little blog, then tag, you're it!

Observations from Tradeshow Hell

Okay, a few uncouth things that were observed at last week's tradeshow event.

Text messaging. One to many exhibitor reps were witnessed playing with their cell phones, Treos and other high-tech toys. Not every once in awhile. Constantly. I'm sure there was the occasional call or text message that was business related and warranted immediate attention. But, come on! When a rep is constantly distracted, they are not engaging their target audience. Unfortunately, this seems to be a generationally thing. Let's learn to put the gadgets away, and attend to the business at hand.

Loitering. It's inevitable, and we're all guilty of it. You get a little bored, and the next thing you know you're standing in a circle with your co-workers chatting it up. It happens. However, I noticed more than a few booth gossip sessions carrying on for prolonged periods of time. All the while, prospects are lingering around the catalogs and brochures unattended. Not good at all. While conversation is a great thing, we have to remember exactly who it is we're there to converse with in the first place.

Not listening. Active conversation is meant to be a two-way street. Don't become so tied up in your script or pitch that you forget to listen to your prospect. Tradeshows are alot like first dates. If only one person is talking (that one person being you), then it becomes a bit awkward. Ask questions. Elicit feedback. Allow the conversation to bloom. You'd be surprised at what you might learn.

For example, your pitch for product X may tout the fact that it's cost-effective. However, after actively engaging multiple prospects at a tradeshow, you discover that ease-of-use is really what they're after. Now you can alter your script. Not only is product X easier to use, it's also cost-effective. By actively listening, you have been able to fine-tune your pitch.

Wimpy handshakes. A personal pet peeve. I loathe-detest-hate wimpy handshakes. I might as well shake hands with a limp rag. There is no excuse for this. A grip of steel is not necessary -- it is not a strength contest -- but a bit of firmness would be appreciated. There is something inherently disrespectful about a weak handshake. It sends the message, "I'm less-than-enthused about meeting you." Again, not a good thing. Especially, if you're shaking hands with a prospect.

Hopefully, with a little work and attention to detail, we can make exhibiting (and attending) tradeshows more productive.

Tradeshow Hell

Sorry for the lack of entries this past week, I've been preparing for a tradeshow. I'm sure many of you have done the tradeshow circuit at one time or another. So, I thought I'd pen a few observations from Tradeshow Hell.

Multi-storied exhibits. These are the cool, not-so-small-fortune floor destinations. They are beacons in a drab sea of 10' by 10' gray draped booths. When used correctly, multi-storied exhibits can be highly effective. They attract foot traffic. Kiosks, displays and mini-conference areas help entice and engage prospects. It can be a marketer's dream.

Unfortunately, I've witnessed to many of these types of exhibits poorly utilized. Key staffers can often be spotted hanging out on the upper level chatting and people-watching instead of working the floor. There is something about the upper level that is akin to the cool table in any junior high cafeteria. Save the upper level for prospects. A little special treatment goes a long way.

Unmotivated staff. The faces represented your company at events should at the very least be smiling. Often times they are bored and less than enthusiastic. The easiest way to engage a propect is with a warm smile. It's a simple approach that puts both parties at ease. No one wants to talk to a sourpuss. Least of all a prospect. Build that relationship!

Lack of focus. Your message and exhibit should focus on your core strengths. It is not necessary to showcase every single item your company carries. Clutter does not attract, it overwhelms. Keep it simple. Remember the old adage, less is more.

Poor set-up and breakdown. If you are having your staff set-up and breakdown your exhibit, make sure they are properly trained to do so! Don't throw together a display haphazardly. Set it up correctly. The same goes for breakdown. Exhibits are expensive. Take the time to pack up it up properly. I literally cringe when I see someone mistreating graphic panels.

Complacency is a terrible thing. Treat each and every tradeshow like it's the most important one. Keep your staff motivated. Focus, focus, focus! And lastly, treat your exhibit with a little care and respect. It is your company's image.

The power of the written word...

I was blog surfing last evening, and I came across this quirky little site. Typetalk is the brainchild and project thesis of Amy Papaelias. She is a typeface designer who has created four handwritten fonts that capture the psychological essence of their respective muse.

For example, Sugar and Spice is a very girly print. Just try to type something nasty like, "fuck off, asshole" and you get "go away dummy." The emotional context is the same for both phrases. One is just a lot nicer than the other.

The same can be said for Shy Slacker. This font is based from the point-of-view of a somewhat shy teenage guy. Enter, "Frankly, I don't give a damn" and you get "Frankly, like I don't give a damn, you know."

Amy has an interesting concept worth checking out.

The Great Doritos Social Marketing Experiment

Frito-Lay has taken the social marketing leap, and boy, did they do it in a big, big way! Last year they unveiled the "Crash the Superbowl" campaign that allowed Dorito enthusiasts to create their own :30 commerical to be aired during the big game. The creative was placed in the hands of the consumer. Accolades to Frito-Lay for such a bold social experiment.

I don't know many companies that would place a $2.6 million spot in the hands of the masses. Brave move! The folks at Frito-Lay were expecting somewhere in the range of 200-300 entries. They received well over a thousand. After much viewing, they were able to narrow the field to five. Then they took it a step further. They have allowed the general public to vote which ad gets aired. What an incredible concept!

This video is a compilation of the five final entries, as well as comments from Jason McDonell, Director of Marketing for Frito Lay. Each entry is pretty damn good. (Keep an eye out for the mouse.) What are you waiting for? Grab a bag of Doritos and enjoy!

Follow that Lemming!

Even though this little blog is less than a month old, I have decided to start a new blog. Follow that Lemming! will be my take on the wonderful world of advertising and creative.

While there is certainly a strong link between the worlds of advertising and marketing, I would like to keep the Tenacious Marketer focused on marketing issues. Running two blogs may be a task, but I enjoy a good challenge!

Apple 1984

This is easily one of the most celebrated ads ever produced. Brilliant concept. Visually stunning. Strong copy. Please enjoy.

It's about the channels...

You wouldn't dream of placing a full-page ad for Velveeta cheese in fashion mag Vogue. It simply isn't the proper channel. So why would the geniuses at Ogilvy & Mather think that launching a Dove campaign on YouTube would be a success? Wrong demographic. Wrong channel.

Think more along the lines of iVillage.

MarketingVox has more on this misstep.

Geico's mixed signals...

I don't know about you guys, but I'm a little confused. I have literally watched three different ad campaigns by Geico in a single evening. First, there was Geico's gecko being interviewed on his success as a spokesperson. Then there was the woman who related her sob story while Little Richard translated in celebrity-speak. Finally, there was the sensitive caveman waging a righteous fight against Geico's tongue-in-cheek campaign. A quick view of all three campaigns.

I mean, I get the gist of each campaign.

Gecko: Informative, friendly, approachable
Caveman: Easy-to-use online format
Celebrity: Customer testamonials

So, where is the Martin Agency going here? Each campaign is fun and quirky in and of itself. But, why run all three simultaneously?

Surely, there's some genius amid this madness.

Copy Ban: Nothing's 'unique'...

Copywriting is an artform. It takes practice, skill and patience. To this end, I'm starting "Copy Ban." Tentatively, this section will be devoted to improving the art copywriting through the banishment of certain words or phrases. Time to clean house!

If there is one word out there that deserves the ax, it's unique. Let's take a moment to examine. (Please note, that I pulled the following information from my little built-in iMac dictionary widget.)

unique: adj. being the only one of its kind; unlike anything else

derivatives
uniquely adverb
uniqueness noun

usage
There is a set of adjectives — including unique, complete, equal and perfect — whose core meaning embraces a mathmatically absolute concept and which therefore, according to a traditional arguement, cannot be modified by adverbs such as really, quite, or very. For example, since the core meaning of unique (Latin for one) is 'being only one of its kind,' it is logically impossible, the arguement goes, to submodify it: it either is unique or it's not, and there are no stages in between... It is advisable, however, to use unique sparingly, and not modify it with (adverbs)... Often, a writer can instead make accurate use of rare, distinctive, unusual, remarkable or other nonabsolute adjectives.

In other words, there are better options in our copywriting arsenal then unique. It is a tired, overtaxed word whose perception is mere puffery. The copy ban is in place!

Microsoft redesigns iPod packaging...

The Evil Empire takes on angelic iPod. Some things in life are just worth another glance. Enjoy!

Blog Rant: Learn to write!

We're all professionals here. We're astute marketers offering sage advice. People turn to us for our guidance and expertise. Many of us strive to better understand our craft. We network. We research. We join industry forums. We do this because we want to become better marketers.

Why is it that when we create our online professional personas, professionalism seems to fly out the window. I have spent the past couple of hours visiting various forums and blogs. While on my little online excursion, I kept stumbling upon threads, posts and comments written in a text/instant messaging format. I'm sure there's a proper term for this, it's just not coming to mind at the moment.

It seems that there are a few of us who seem to think that this type of technological casualness is appropriate in less-than-casual settings. For example, you wouldn't dream of attending a business meeting in cut-off shorts and flip-flops. But some of us don't think twice about writing something along this line:

hi, i need sum hlp plz. im new 2 mktg and need sum ideas 4 a slogan.

Come on, you've seen this before. You may even be guilty. But truth be told, I tend not take posts -- or posters -- who generate this drivel, very seriously. If you don't take yourself very seriously, why should anyone else? Now, I can understand the occassional typo or misspelling, but this is ridiculous.

So please, do us all a favor. Show a little professional courtesy.

iPhone: Apple vs. Cisco

The iPhone. What's not to love about it? In fact, it's safe to say that I'm absolutely enamored with this gadget. It's a phone, mail, web and iPod rolled into one. It's amazing. I've already hinted to the powers-that-be how so much more productive I could be if I only had one. I must admit, it wasn't very subtle.

That aside, the latest chatter is about the Apple-Cisco trademark war brewing. Turns out that iPhone has been trademarked since 1993 by InfoGear. Cisco purchased Infogear in 2000, and has owned the trademark since then. Apple wants it, Cisco has it. It has all the makings of high-tech drama.

Then Steve Jobs, the High Priest of Apple, made his keynote speech at MacWorld. (Speaking of which, what was up with Cingular's top dog, Stan Sigman?) The iPhone was unveiled, and the shit hit the proverbial fan. I've had many interesting conversations with friends and collegues over this very topic.

"How could Apple do such a thing?"
"What were they thinking?"
"Apple needs to fire its legal department!"

Unless you've had your head in the sand the past few days, you've probably been involved in these conversations, too.

Well, here's my thoughts, and it turns out that I'm not to far off base. Apple and Cisco have been in negotiations on the use of the name iPhone for years. It's not like Apple's planned rollout was a big secret. In fact, I had bet that Cisco was attempting to hold Apple at bay in an attempted play for the upper hand. Apple's iPhone debut was a strategic - albeit not surprising - move to force Cisco's hand in the matter. Now Cisco is crying foul and filing suit.

I predict the two companies will probably settle for an outrageous amount of money, and Apple gets to keep the name. Corporate politics is a very dirty game indeed!

Toys 'R' Us New Year Baby marketing snafu

There is just something about a newborn baby that brings a smile to one's face. Their innocence. Their vunerability. The mere fact that they're cuddly and cute. Even the idea that something mar such a perfect picture is enough boil anyone's blood. Bring in one of the world's largest toy retailers, and you've got the makings of a sordid tale.

Here's the scoop. Toys "R" Us and sibling company, Babies "R" Us, decided to launch a "First Baby of the Year" sweepstakes. The first baby born in 2007 would win a grand prize savings bond worth $25,000. Sounds great, huh. It's the perfect campaign to kick off the new year, add a baby to the picture and you can't miss! The marketing and PR departments must have been drooling. (Sorry, couldn't help myself!)

What could possibly go wrong? Well, the official Babies "R" Us press release calls for "all expectant New Year's moms... with a due date on or around January 1" to register for a chance at the big prize. Problem is the mother of the first baby of the new year was not a legal U.S. citizen. The prize was initially awarded to baby Yuki Lin, who was born at the stroke of midnight at New York Downtown Hospital. After the sweepstakes administrator was informed of baby Yuki's mother's immigration status, the prize was revoked and awarded to another child. Apparently there was a clause in the official rules that the mother must be an American citizen. Hmmm.

Taking candy or anything away from a baby has never been viewed as a wise choice. So, naturally Chinese-American advocates protested loudly. Not that I blame them. It was indeed an utterly stupid move on behalf of Toys "R" Us. Seriously, what the hell were you guys thinking?

After much scathing publicity, the company decided to reverse its moronic decision late Saturday evening. "We love all babies," the company said in a written statement Saturday. "Our sweepstakes was intended to welcome the first baby of 2007 and prepare for its future. We deeply regret that this sweepstakes became a point of controversy." Uh-huh.

Well, better late than never. For more on this, read Toys 'R' Us flip-flops, gives 3 babies New Year prize.

Back to basics...

Well, everyone, we've got a fresh year ahead of us. Are you ready? Time to pull out that marketing plan. I can already hear the groaning. Don't think of your marketing plan as a chore. Think of it as a New Year's list of resolutions for your business. Time to think ahead, chart the course, and charge forward!

Let's start with what a marketing plan is and isn't. A marketing plan is a guide. A map charting the course for your company's future. What it isn't. It isn't a moot exercise. It isn't a book that you drag out once a year for an important meeting and dust off. In short, it is one of your most valuable resources.

First step, review last year's marketing plan. What worked? What didn't? What needs tweaking? Don't worry if you haven't got one. Developing one is a great exercise. It helps you understand where you are in relation to where you need to be, or perhaps where you would like to be.

Second step, prepare to set aside adequate time and staff resources. If there's one thing you want to do when preparing a marketing plan, is doing it right from the start. A good marketing plan will be referred to over and over throughout the course of the year.

Third, make the marketing plan your business Bible. Refer to it often. In fact, pull out your Franklin Planner and enter your marketing goals at regular intervals. Optimally, every six weeks. At the very least, quarterly.

I wish you the very best of luck this year!

Mobile technology goes awry…

If you thought spam text messages were bad, you’re really going to despise this. Some marketers are actually toying with the idea of mobile marketing. That’s right. Straight to your cell phone. Let’s examine, shall we.

First of all, the vast majority of us despise receiving marketing calls at home. We hate online pop-up ads. Why, oh why, would we tolerate direct marketing to our mobile phones? It’s just one more way to annoy your potential target market.

Second, there’s not a whole lot of canvas to work with. Face it, the screen face on mobile phones is fairly small. Short of taking up the entire screen, we’re talking a literal postage stamp. Does your logo translate well that small? Yeah, I didn’t think so.

Here’s the scoop. Sprint and Verizon Wireless are going to start placing banner ads on their “decks.” The deck is essentially the mini-home page you land on when accessing the web on your phone. For more info, check out this AdAge article.

I can already tell this is going to be fun!

A quick introduction...

I’ve spent well over a decade working in the ubiquitous realm of marketing and advertising. It definitely takes a wry sense of humor and ninja-like skills to navigate this quirky industry. You’ve got to have a thick skin, a quick wit and the ability to handle daily deadline pressure to survive. And trust me, only the strong survive.

This blog will be my venue to explore whatever catches my fancy or earns my wrath. Together, we’ll explore marketing mindsets, case studies and the like. That said, I hope that we’ll be able to perhaps gain a better understanding of our profession.