Pass the Twizzlers

As a movie lover, I was intrigued when I saw an article about Hershey's Mega Movie Promotion.

The concept is relatively simple: you collect and send in a bunch of UPC codes from Hershey's Bag Candy and get a free movie ticket (valued at $8.50). Seems like a reasonable value based on a simple insight that candy and movies go together. Unfortunately (and as often happens in the world of marketing), Hershey's failed to transform a decent idea into a simple, compelling marketing program.

This could be a much stronger promotion with a bit more investment and a few tweaks:

• Match the value of the free ticket to the cost of the most expensive movie ticket in the U.S. Wouldn't you be pissed if you lived in New York and had to shell out another $2 because your $8.50 voucher didn't cover the cost of your ticket. This makes Hershey look cheap!
  
• Simplify redemption (maybe the biggest lesson for marketers). The process of taking a "tear one pad" from the grocery store or going on-line to download a redemption coupon is so '80's. Provide a process whereby UPC codes can be entered online to speed up the redemption process.
  
• Same theme: broaden the offerings and make the redemption points equal for each line item. I shouldn't be penalized for liking Twizzlers (3 redemption points) more than Hershey's other products (5 redemption points).
  
• Shorten the length of the promotion; it will lose energy running through March 2009.
  
• Do a little off-line advertising to heighten awareness and create interest. The only way consumers find out about this is through on-line banner and in-store. Wouldn't a cinema ad be interesting, relevant and engaging? Or possibly radio?
  

The big idea, in my opinion, is to link the promotion concept with brand advertising to create a truly integrated marketing program. I think this could have been a lot stronger program for Hershey if they put a little more energy into the initial idea.

DS

Non Stop Laugh-Fest

If I see this review blurb on any movie ad, I RUN as fast as possible in the other direction.

I've only seen one, non-stop, laugh-fest in my many years of film-watching and that was "Monty Python and the Holy Grail." It still is a non-stop laugh-fest after about the 100th viewing. Fortunately, I hadn't seen a review blurb (promising a "non-stop laugh-fest") prior to my first viewing of the Holy Grail, otherwise I may have run in the other direction and missed out on years and years of enjoyment.

A trailer for the new Kevin Costner film, "Swing Vote," ran on Good Morning America today, proclaiming it as a "non-stop laugh-fest." Now, I like Kevin Costner. But, with the exception of "Waterworld" and "Dancing with Wolves," it is pure folly to associate his name with any film that is a non-stop laugh-fest.

Which brings me to the point of this blog: movie reviews. I recently discovered Metacritic and Rotten Tomatoes, two sites dedicated to extensive reviews of the arts (including games). Both sites amalgamate reviews from top critics across the country with reviews from every-day schmos like us. It's great to get the good, bad and ugly...along with an average score that gives you the down-low on a film.

Had I known about these sites, I could have saved much time and money by avoiding M. Night's "The Happening" (34 out of 100 Metacritic score), Will Smith's "Hancock" (49) and Adam Sandler's "Don't Mess with the Zohan." (54). Unfortunately, I probably still would have had to suck it up and go with my wife to see "Sex and the City." (53).

So, now, if a film gets a 95 rating and more than one person calls it a "non-stop laugh fest" I might be inclined to give it a go.

(Star) Bursting With Stuff

Written July 18

Check out the new Starburst web-site.

Talk about going non-traditional...there is so much going on in this site. Some of it is very interesting and some of it is very lame.

They are putting a lot of emphasis on videos in their marketing efforts. For example, they have a series of professionally-produced :60 videos that are actually quite funny. To compliment the professional videos, they have enlisted three of the more popular vloggers to create Starburst-themed videos. These vloggers aren't very good and, I believe, don't add much to the Starburst story.

Starburst is also sponsoring an animated, on-line series called Nite Fite with the characters Penalty and Lloyd. Not very funny, in my opinion.

I wanted to share this because there is some interesting stuff here and it is a good example of how marketers are "dabbling" per my earlier post. However, there are so many different things happening here...and not all of it is integrated behind a single idea.

I think is a terrific example of how we continue to try and find that balance between "quirky and engaging" and sound marketing.

Starburst has given it a good shot.

TGI Summer of Slurpee!

OK...something stupid. I saw an article on the Summer of Slurpee and thought about how stupid it sounded. Here is my take on it:

Dallas-based 7-Eleven convenience stores are set to launch its most ambitious marketing program to date: "The Summer of Slurpee."

"We realize that it's been a difficult year for many Americans," said a spokesperson for 7-Eleven. "Soaring gasoline prices, a sagging economy, global warming, home foreclosures, brush fires, floods and the continued, yet unexplainable success of "The Price is Right Primetime" are helping to contribute to a growing sense of despair and hopelessness among average Americans, as well as the cast of "High School Musical 3.0. So we thought, 'what better way to help someone who has been devastated by natural disaster or stupid financial planning, than by giving them the opportunity to enjoy a classic 7-Eleven Slurpee!'"

Throughout the summer, Slurpee "street teams" will visit malls, beaches, Humvee dealerships and towns washed downstream by raging Mississippi River flood-waters. The Slurpee street teams will be handing out t-shirts, beech towels, FREE Slurpee certificates and autographed photos of Clay Aiken. Added the 7-Eleven spokesperson: "We think the Summer of Slurpee will be a big hit, especially with families across America who have lost everything in recent months."

Anyone wanting to learn where they can find a "Summer of Slurpee Street Team" can log onto 7-Eleven's special micro-site: www.ineedafreakingslurpeejusttosurvivethisshit.com

"And That's The Way It WAS!"

Written June 27

There are not many among us who can remember the days when Walter Cronkite ended each broadcast of the CBS Evening News with the iconic sign-off: "And that's the way it is."

In the days when CBS dominated news coverage, Cronkite was considered the most trusted person in America. I can still remember him holding our collective hands in the hours and days following JFK's assassination. And his almost giddy, child-like enthusiasm when Neil Armstrong was taking man's first stroll on the surface of the moon. In fact, many would argue that Cronkite's weekly Vietnam casualty counts fueled the anti-war movement and ultimately brought an end to that painful chapter in America's history.

My "waxing nostalgic" was prompted by yet another report released today showing the continued free-fall of network news audiences. Cable news outlets now have a collective 58% share of all news viewing...up from 54% just a year ago. Most notably, CBS Evening News has lost 27% of its audience since the last presidential election. One can easily surmise that this may be the final year that the major networks report on presidential elections as they have become irrelevant in the face of 24-hour coverage and immediate e-mail bulletins.

This post is not to argue for a return to the "good old days." Yet, it sometimes feels as if the unfettered, constant access to news dampens the spirit and, quite often, fuels our most base fears. Plus, the increasingly vitriolic partisan "reporting" (on both sides) is, I believe, creating a culture of cynicism (and cruelty) that is numbing.

Yes, I think dialogue is important in a free society. But sometimes, it would just be nice to have Walter telling me that everything will be all-right just for today...instead of Bill O'Reilly giving me tonight's "pin-head" report.

ds

That's Entertainment

Written June 25

Every morning I scroll through my on-line version of The New York Times. If I see something interesting, I'll click and read the article.

On Sunday morning, the Times takes on an entirely different role in my life as I gather the hefty, hard-copy from my front lawn and, coffee in hand, retire to my back deck to read each section of the paper from front to back.

These are two different experiences...one is functional and information-driven. The other is for relaxation and enjoyment...with information secondary. I almost never see or pay attention to a banner ad on NYT.com. But the advertising in the "real" NY Times is actually part of the reading experience. I particularly love ads for store like Barney's.

Last week, the Times ran a story about a recently-released Yankelovich study called When Advertising Works The study revealed that advertising which appears in traditional media is "much more likely" to make a positive impression than ads in digital media.

The reason for this is simple...and relates to my New York Times story. People who are involved with traditional media are "in a more positive mood and more likely to be interested in entertainment and relaxation." By contrast, people who are using digital media are "in more busy moods, seeking control or solving problems."

Entertainment and "release" have always been the cornerstones of traditional media...and the reason why advertising has prospered. Digital platforms are essentially about information gathering...even within the world of social networking.

Indeed, these two worlds are colliding and people will continue to have many choices as to how they are entertained...many of which sans advertising. But I believe there will always be a place for media that allows people to take a break from information overload...and relax with the Sunday Times or the semi-finals of American Idol.

Orwell That Ends Well!

Written June 16

The foundation of engagement marketing is built on the notion that technology will continue to give advertisers unprecedented access to consumers...along with sophisticated metrics that more accurately define those consumers.

In this regard, companies like TruMedia Technologies and Quividi have been getting a lot of press lately in reaction to their expanding portfolios of "real time" audience measurement tools. Products such as ICapture automatically capture and detect the faces of viewers who pass by billboards, bus shelters and other types of out-of-home displays.

Several weeks ago, The New York Times ran an excellent piece called Billboards That Look Back which juxtaposed the promise of these new technologies with the obvious privacy issues that they bring to the fore.

Some might scoff at those who raise concerns that we are heading towards an Orwellian society in which the government uses this advancing technology for surveillance and control of the masses. However, it wasn't too long ago that a number of the major telecoms worked with the National Security Agency on warrantless wiretaps of U.S. citizens.

I think the fascinating question behind this debate is this: how passive will consumers be in the face of increased treading into their personal space. Orwell's premise for "1984" was about the passivity (and ultimately, ignorance) of the masses. But I might argue that technology is rendering passivity as a thing of the past. Blogs are allowing people to become actively involved in the public discourse, hopefully keeping government in check and preventing an Orwellian future.

Perhaps Steven Jobs and Chiat-Day were right when they closed the iconic TV commercial 1984 with the tag-line "And you'll see why 1984 won't be like 1984."

Are you concerned about an Orwellian future?

Maybe It's Not What You Know

Written June 13

I once read a story about a Buddhist monk who gave only one lesson to his students: "Practice don't know."

The lesson, of course, is about the ego's need to be right, better, wiser and more successful than the next person. I know this lesson would be lost on most people who work in the ego-less business of advertising!!!

But I think the notion of "not knowing" is very relevant in today's increasingly complex marketing world. The reality is that the more complex our world becomes, the less we know about what truly works. Yet, as counselors to our clients, we feel compelled to always "know" the answers and be the experts. But, all one needs to do is read the pundits who write about our business to know that nobody really knows which end is up...everyone has an opinion and each opinion is equally valid. But no individual is really right.

Anyway, this post was prompted by a piece in MediaPost this morning called Acknowledging What You Don't Know It was an interesting take on how we can use our "not knowing" to become wiser and, at the end of the day, more well informed.

How are you at "not knowing?"

Research Envy

Written June 4

Starcom MediaVest just completed a year-long, $500,000, world-wide research study on how media buys and ad messages influence consumer intentions to buy their products.

OK, so I have some research envy. It would be great to have that kind of money to piss away on research that tells us what we already know but is still impressive because it's so damn massive in scope.

Wow...here's a really breakthrough insight: for certain products it is imperative to get on the "shopping list" before a consumer goes to a retail outlet.

Here's another: For high ticket items, the goal might be to simply get a consumer to go on-line to a brand's web-site to seek more information.

This is what they got for $500,000?? I would have given them the same insights for a fraction of that amount. But, alas, they are Starcom MediaVest and $500,000 will get them through lots of doors even though the research probably reveals nothing of great importance.

Let me know if you have any insights on this topic.

Street Furniture

Written May 30

Interesting article in Ad Age this week about a company called CEMUSA that specializes in something they call Street Furniture

CEMUSA creates this incredibly cool, high-design out-of-home and place-based media.

This is yet another example of the number and variety of creative (i.e. engagement) platforms that continue to proliferate in what is fast becoming a "post-mass" world.

Street Furniture seems like a great place for totes?

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Are You Digitized?

Written May 22

As we hurtle down the information superhighway to our futures a digital marketers, the question arises: how digitized are you? In a recent study, Scarborough Research says that only 6% of Americans can be considered Digitally Savvy. Eighteen hi-tech consumer behaviors and purchasing patterns were identified and isolated within their national study. Those consumers who satisfied eight or more of them were considered Digitally Savvy. I've listed the 18 behaviors below. I'd love to hear how many of you would classify as Digitally Savvy (be honest).

• PDA
• DVR
• Satellite Radio
• VOIP
• MP3
• HDTV
• Online banking/bill paying
• Blogging
• Gaming
• Dowload podcasts
• Download/listen to audio
• Download/watch video
• Instant messaging
• Download ringtones/video games
• Email messaging (instant, picture, text)
• Stream video
• Access internet from cell/PDA

Editor's note: In my opinion, simply "trying" some of these behaviors (downloading a podcast once) does not constitute a "yes" in this survey. These behaviors need to be an on-going part of your daily life.

Are you digitized??

In Support of Branding

Written May 14

I think I get a million email newsletters a week. Every once in awhile, I read one that begs a response.

Here is something from today's Online Spin. It was entitled "Did Winston Churchill Work in Brand Advertising?" It was written by one of the many on-line bloggers who relish the idea of traditional media being laid to waste by the emerging technologies. No, I'm not in denial about what's happening. But I also think the doomsday stuff is overplayed.

Anyway, here is the article and my response near the bottom. "Did Winston Churchill Work in Brand Advertising?"

The Art of Dabbling

Written May 10

My son loves going to arcades. It's always interesting to watch his patterns in one of those places. Over the course of an hour, he will bounce around and try several games. But the majority of his time is typically spent with a few (highly violent) favorites.

This is what it feels like to be in marketing today. We have become dabblers in a world awash with choices. Just a few weeks ago, MediaPost ran a story about Heinz Ketchup's national contest for a consumer-generated commercial. They received about 3,000 entries, with the winning entrant receiving $57,000 for his spot. The spot was posted on YouTube and may, or may not, see the light of national television. Nice story for Heinz Ketchup. But effective brand marketing?

I'm not against dabbling. In fact, I'm not sure we have much of a choice but to dabble as there is not enough research or understanding to support any one "new medium." And agencies are just as intimidated by the entire enterprise as their clients. Dabbling is safe. Perhaps not very effective, but safe.

Still, like my son in the arcade, we tend to gravitate back to those things we know and trust once our need to dabble has been satisfied. Even when we're not 100% certain that those things we trust are terribly effective.

Do you think it's OK to dabble?

Marketing Intimacy

Written: April, 2008

Last year, a new drive-through Starbucks opened about a mile from me on the increasingly congested eye-sore known as Beechmont Avenue.

At the time, I half-jokingly said to my wife: "Drive through will be the death of the Starbucks brand."

Well, the brand is far from dead, but as most people know, it is in a world of hurt. Several weeks ago, Time ran an excellent feature story on the return of founder Howard Schultz in the wake of Starbuck's first-ever drop in same-store sales. Read Time article It seems as if the spirit that made Starbucks one of the world's great brands gave way to the desire to just sell more coffee and even more “stuff.”

As our industry struggles to wrap its head around the notion of "brand engagement," perhaps we should consider the one brand that was built on a single minded commitment to engagement: Starbucks. Howard Schultz' vision of Starbucks being the "third place" to go during the day had nothing to do with coffee---or CDs, egg & cheese sandwiches, stuffed animals and $250 Espresso machines, for that matter. Starbucks evolved out of a notion of customer intimacy. It was the "place" that was special. There are plenty of places to go for a decent cup of coffee. But Starbucks is the one place to go to "meet someone” over a cup of coffee.

That's why I always felt that drive-through at Starbucks is completely counter-intuitive to the company’s founding vision. Brand engagement is about the customer experience. For Starbucks, the customer experience was in the store. Drive through may have expanded the opportunity for incremental volume, but it took the customer out of the essential Starbucks experience---it removed the intimacy.

I’m intrigued by the notion of customer intimacy as it relates to brand engagement. We use brand engagement as a fairly generic, all-encompassing concept. But is it all encompassing? Do some product/service categories involve greater levels of customer intimacy than others and, thus, require different approaches to engagement?

For example, most CPG products are utilitarian with short purchase cycles and a minimum amount of consumer interest and involvement. As marketers, we are essentially far-removed from the ultimate “customer experience” as it starts in the store and ends in the home. In this regard, mass media still plays a critical role in maintaining brand awareness and reinforcing brand affinity. I maintain that it is difficult and ultimately inefficient to build and maintain a truly intimate dialogue with CPG “brand ambassadors.”

On the other hand, categories such as restaurants or fast food afford tremendous opportunity for customer intimacy and marketing approaches that are highly engagement-focused. Every day, people make the decision to walk into Long John Silvers, for instance. Many of these people are passionate customers who would readily become brand ambassadors. The opportunity to build a more intimate dialogue with these loyal customers is, I believe, the essence of brand engagement and the key to driving stronger ROI for the client.

Brand engagement, to me, is the bridge that links mass communication to customer intimacy. Every product or service sits somewhere on this bridge. Our opportunity is to create the discipline that helps clients identity where they sit on the engagement bridge in order to help model the best mix of on/off-line, traditional and non-traditional marketing elements.

If you would like to discuss this in more detail, I’d be happy to meet you at Starbucks!

DS