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Friday, September 30, 2005 |
So, I was reading a story on FoxNews last night about Angelina Jolie's kids. It seems they're acquiring some level of celebrity status. It said in the article that sales of the t-shirt brands her son has worn as well as the baby carrier that she (Angelina) uses have gone up. From a marketing standpoint - no great shock there. Celebrity's can drive brands.
Where the article massively disappointed me were the remarks of one of the women in the article. (Click here for full article) See below for specific excerpt:
"I saw [Angelina Jolie] wearing one in some magazine. The photo was supposed to be of her shopping, but I noticed the Baby Björn," said Terry Wasserman, who carries her 4-month-old daughter Eunice Mae in a navy blue Baby Björn carrier.
Wasserman said she bought hers out of practicality rather than stylishness, but she's not surprised that people are inspired by Jolie.
"I live in New York City. Babies have become fashion accessories. Kids are now fashion accessories," Wasserman said.
That's it folks. Ms. Wasserman has nailed right on the head what is wrong with families today. Kids are now fashion accessories. Not future leaders. Not influencers for positive change in society. Fashion accessories. Only slightly less disturbing than Ms. Wasserman's comments is the fact that Samantha Jonas-Hain (the writer of this article) didn't find Ms. Wasserman's comments out of line. This story, unfortunately, is a great qualifier for Bill O'Reilly's Most Ridiculous Item of the Day - or Year.
I sent a response to Ms. Jonas-Hain and expressed these same thoughts about how inappropriate of a line of thinking this is. It's not likely that anyone at FNC will respond to this, and that's fine. But I was not about to sit back and at least not respond. I have 2 kids I adore and would never want them to feel that my wife and I viewed them as something as trivial as a watch, wallet or hand bag.
I can just hear it, 'Oh, muffy. Leave the boy home. It doesn't match the outfit you're wearing. Besides, what would the Jones' think of that? It would be as bad as wearing white after Labor Day.' (gasp!)
This post is not meant to change Ms. Wasserman's opinion about her children. Sadly, her opinion has probably long been that way. I'm just pointing out a prime example of how this type of 'thinking' is a big source of the problem with kids' behavior and social issues - lousy parents!
If you think kids are a fashion accessory, please give them up for adoption or just don't have any. By doing otherwise, you're a contributor to the problem.
11:41:42 AM 
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Thursday, September 22, 2005 |
I pitched a prospective client a couple weeks ago and the responses of one of the guys in the room clearly shows how poor of a job so many other local (and likely national as well) ad agencies have done with their clients. I was pushing the importance of a strategic, laser-pointed media buying plan and was cut off a couple of times by this gentleman. He said, 'I may be over-simplifying this, but it sounds like we'd just be hiring some media buying firm...and our media buying is fine'.
First off, I'm sure he doesn't really know whether or not it is fine as he's a corporate rep to the manufacturer for the dealerships. He is not likely privy to all of what is being spent. My response to him? Unfazed by his obvious over-simplification was, 'Yes, you're dramatically over-simplifying it'. (Not likely what he was expecting) I told him that when we recently won a new account, Ferrari/Maserati/Aston Martin of Atlanta, that under the previous agency's watch over $108,000 per year for at least the last three years (yes, over $324,000 in 3 years) had been spent in the Atlanta Journal Constitution for only 4 little lines of text - not even an ad. When I asked the client how many sales they could attribute to that part of their marketing, the response was 'none'. Yet, I'm sure this suit from corporate knows exactly how effective (or ineffective) the local dealership has been with their media buying strategies. (please pick up on the sarcasm there)
I hadn't yet gotten to the part of the meeting where I was going to discuss the creative ideas we have for them as I could tell that these guys had been sold some lousy bill of goods by previous experience with other agencies. By the way, when I did get to and through the creative ideas we'd come up with, I told them it was not that one (buying v. creative) is more important than the other. They're both VITAL elements to successful marketing. In short, if the creative is killer, but the target consumer doesn't get hit with the ad, you failed. If your creative is weak, but the media buy was killer, you still failed with weak creative. Both are equally important components.
The other odd part of the meeting was this. Mayday Media was one of four agencies invited to 'pitch' the client on why we should be their agency. But - the meeting opened with the corporate rep showing me a power point presentation that showed some of the numbers of the local dealerships, brand figures in the marketplace, national numbers that this particular brand represents for the company at large, etc. Then, after it was finished, I was briefed by GMs on their needs and then it was my turn.
That doesn't even sort of seem right. Any agency worth their salt would have already done their homework and SHOULD know most of that info already - especially if this was to be a 'pitch' meeting for us. My point with this is that the proper approach of this process has gotten badly off track and the clients don't realize it. Mostly because there are too many agencies that are lazy and have gotten away with a smoke and mirror approach to winning clients.
So, here's the lesson - good for use by clients and agencies, though most of the latter won't ever take heed...
Step 1 - take phone calls from ad agency reps, some of them actually care about getting you results.
Step 2 - when you are on the phone with that agency rep, sit back and listen to what they're telling you. Are they talking about how great they are or are they asking questions about your business?
If they're asking a lot of questions, PLEASE, don't give them a bad time about it and say things like, 'I'm not really comfortable sharing that information', as they're asking these things to try to get their head inside your organization so they can HELP you.
Step 3 - Schedule a first call with the agency rep. Make sure they're asking more questions about what makes your business tick. They should be taking a lot of notes (and still not talking much about their firm). This approach is called a High Trust Interview (see www.hightrustselling.com and the book written by Todd Duncan). Also, when the agency rep asks you what your monthly budget is - - - give them the number. You may not have it 'budgeted', but tell them what you're spending. All that information is good for is gauging how much the agency will earn for doing it's job and for guiding what media buy strategies the agency will suggest. Otherwise, if you (the client) don't share that, it's kind of like asking us to throw plastic darts at water balloons while blindfolded - yet you expect us to hit the target with great success. To paraphrase Jerry Maguire - Help us help you. Also, please don't ask irrelevant questions like, 'Do you, or have you worked with any other car dealserships (or jewelry stores, etc.)?' The answer doesn't matter. Good marketing is good marketing regardless of what industry it's being done for.
Step 4 - If the proposal the agency comes back with makes sense for your organization - hire the firm. Don't wait. They're obviously interested in helping you get on track for success. Don't hurt your operation by delaying a wise decision.
If you're with an organization that is looking for a new agency and you'd like an in depth version of this, give me a call (678.478.9886). I'll personally expand on this process and make sure we both get all the information we need to make sure you're set up for success!
9:51:13 AM
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Tuesday, August 30, 2005 |
Finished 2 days of great training today. Interesting group of people, all very friendly. If you are looking for one of the best sales training organizations, Maximum Impact in Duluth, Georgia has it wired with their High Trust Sales Academy. They're awesome! Our facilitator, Shawn Meighan (hope I spelled that correctly) is great at his job!
5:18:10 PM
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Tuesday, August 16, 2005 |
Happy Anniversary, Dennis & Gayle and Matt & Kim!
10:02:11 PM
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Nearly two months since I've jumped in here. Time has really flown. It's certainly not for a lack of interest in doing this, it's just that I have been just that busy. Today's post is not really going to address much. I just realized today that it had been awhile since I wrote anything. However, since I maintained that I would not write anything unless I felt I had something of at least some significance to post, I am going to stick to that rule.
I had a converstation with an old friend today that I hadn't seen in quite some time. He was not having one of his better days. He shared his frustration with working 18 hour days (I do feel his pain there), as well as being micromanaged by his superior. My friend is the General Manager for a major home improvement company's store. The company, overall, is a great operation. Great leadership program, great leaders, big thinkers, etc. The purpose here is not really to say much of anything about that company. Rather, it is about my friend.
He knows what is important to him - his family and friends. While his opportunity is a good one, the hours as a GM have proven to be far longer than he ever anticipated. 'The money's great, but I want to know my family and not wonder who that guy is they see once in awhile'. He sent me his resume and simply expressed interest in moving to a more family-friendly work environment. Like I said - he knows what is important to him and he is being proactive.
Imagine what would happen if everyone in corporate America did that. No really, sit for a moment or two and think about how corporate cultures would change if that happend...
First off, there would probably be a lot of people quitting jobs and seeking out new opportunities. Since that is not something big business would want to see happen, there would likely be more companies that would simply change their approach to employees. I can only hope that happens sometime in the near future. Especially for my friends' sake.
I don't know all there is to know, but I do know that people just want to feel appreciated. So, to all those people who are micro-managers...show your employees you appreciate them, give them a little more freedom - and reap the reward of a more dedicated team. Then your likeability will go up. You'll probably enjoy how it feels (being kind and being liked more). Suddenly, you'll be a happier person and your team will be more productive because they're happy to be at work. Go figure! : )
10:00:15 PM
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Tuesday, June 28, 2005 |
There has been a lot of talk about Bono and company have been in the press lately, especially as it relates to Live 8. The question that keeps coming up is this. Can Live 8 make a difference?
I'm idealistic, so I think it can. Others, including the front man for English rockers Oasis thinks that Live 8 is just a waste of time. Other bloggers I've read on this topic have said that there is simply too much corruption to bother.
From the branding angle, I think Bono has done a brilliant job positioning himself as an authority on the subject - mainly because it's not just a cause du jour for him. This is his mission. Part of the problem with naysayers anyway is that is all they're good for...saying why something can't be done. Bono, to his credit, is doing everything he can to create change. Change in perception, change in action and hopefully change in results.
Based on this story at www.One.org, I'd say that "both sides of the aisle" are truly interested in making a real difference.
Is this a worthy battle in the war against poverty and other issues, or is it simply wishful thinking?
12:11:55 AM
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Friday, June 24, 2005 |
Okay, so it's been exactly seven days since I posted anything. However, one of my close friends took that "long" window of time as an opportunity to harass me about it. : ) Thanks, Mike. Today's post is dedicated to you...though not about you.
One of the things I have seen with too many clients is that there are too many people doing small jobs, rather than a few people responsible for more - at least in one particular arena of a company. The collection of these people at various companies waste far too much time deliberating ideas and directions to go with various projects. Others are just simply responsible for one small part of a bigger issue. These people have been hired by superiors who, in all reality, are also likely only responsible for one small part of that organization. My recommendation is to get more efficient with simply making decisions (that means making them). Man-hours wasted will decrease and (gasp!) profitability will go up. Go figure.
Here's a thought. How long should it take for an organization to cut a check? One of my clients was to have paid their bill by the end of May. Today is the 24th of June. They are a large organization, but they are stuck in the mud as far as having any sort of efficiency with getting checks cut. There is a lot of red-tape that exists at this particular organization. One person is responsible for approving purchase orders (even though the person who spent it...has already spent it and now owes the money - and is already authorized to spend the money that is in their budget), while another is responsible for actually cutting the check. To date, we still haven't received the check. This is the first one from this client. You'll notice no links on this post so as to not embarrass the client.
What would you do with this situation?
4:57:06 PM
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Friday, June 17, 2005 |
I'm not even going to self-edit this entry. My bone of contention tonight is with Jeep. They ran ads tonight on TBS for the Grand Cherokee. The closer on the ad is that they're giving away an iPod with the purchase of the vehicle. WEAK! The big incentive is a toy with a retail value of a mere $99 in exchange for the purchase of a $30,000 sport utility vehicle. In reality, I'm sure Jeep didn't pay half the retail value on the iPods. Yet we, the consumer, are supposed to be enamored enough by this 'stellar' offer that we will change our mind from whatever other SUV we were going to buy and flip to a Jeep Grand Cherokee now. WHAT?!?!?
This is exactly the problem with big companies not truly understanding their brand or their consumer.
If Jeep really wanted to tap the iPod audience - and impress them enough to buy a Grand Cherokee - include 10,000 of the most popular songs of all time already on the iPod with the purchase. Now that...would impress someone.
To the folks responsible for Jeep's marketing...learn how to truly add value to your client base. In the process, you might even learn how to impress them.
1:06:44 AM
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Thursday, June 09, 2005 |
A general topic of the magazine we're launching this fall is mental health. The goal with part of what we're covering is to see what the Top 5 things people are doing to de-stress. Are you using vacation time to recharge, are you going golfing, what?
For me personally - I'm sitting here listening to the latest Kenny Chesney cd wishing I was actually on an island in the Caribbean. It's a good substitute until later this fall when I'm going to take an actual vacation.
2:04:05 PM
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Tuesday, June 07, 2005 |
Well, it's only been almost a month, but we've been busy. The new magazine is shaping up...so far...for our October 2nd launch - which also happens to be my brother's birthday. We've already interviewed Andrew Firestone and have several other exciting pieces to this that are taking shape. More will be announced in the coming weeks - or as key details get locked.
On the marketing front...I have a beef with Coke - or rather the person(s) responsible for Diet Cherry Coke. I was shopping at Wal-Mart buying, among other things, my fridge packs and was looking for the Diet Cherry (my personal favorite). There was one problem. I couldn't find it. I told a friend of mine who works for Coke that I must have stood there for at least a full minute, maybe more looking for it. I saw all their other brands...but no Diet Cherry. Well, I'm happy to say that I finally did find it...only to realize what had happened --- they changed the label design on the fridge pack.
Now, being a marketing guy I automatically assessed the situation. Those responsible for the Diet brand are working to brand Diet Coke as the brand and have other flavors of that brand - like Diet w/ lime, Diet w/ Splenda, etc. Well, here's the problem...most people aren't marketing people. They need to be notified of the change. Had I not been patient in looking for my favorite bubbly beverage, I could have drawn a few assumptions:
- Diet Cherry Coke had joined the ranks of New Coke and other brands that have been eliminated
- Wal-Mart somehow with their ridiculously innovative (and expensive) inventory control system...had none left.
- Some other raving fan of the drink came in and bought a Summer supply
Here's the thing...most typical consumers are not that patient. They want instant gratification. A less patient person would likely have picked out something else or...(gasp!) gone to a competitors drink instead.
My thoughts on this are directed to both the brand managers at Diet Coke as well as the ad agency.
If you're going to change packaging...you might think about letting the public know - at the very least do it while the change is occurring if you can't do it before hand. This will avoid consumer confusion and frustration...often resulting in lost sales.
1:44:38 PM
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Wednesday, May 11, 2005 |
Been busy building. Recently started working with a phenomenal company called Concours Exteriors. These guys do top-notch auto detailing and have created their own product line too. The typical "el-cheapo" cars they work on include Ferraris, Maybachs, Lambos, Mercedes, BMWs, etc. and they do it by appointment only - although we're working on the final details to have them on-site as the official detail and detail product company for Road Atlanta as well as having on-going on-site presence at Chateau Elan. Their stuff gets swirls out, gets rid of the little scratches that most of us have gotten used to seeing on our cars. This might sound like a commercial for a client - so sorry if it does - but their stuff rocks! They're accepting franchises in major markets after August 30 if there are any young energetic entrepreneurs interested.
We're in full swing for finalizing production for a one of the big events we produce - Sales Mastery 2005 for best-selling author Todd Duncan - in Palm Springs, CA. The event is one of the big events that Maximum Impact hosts. We're also working with Road Atlanta to help secure some details to bring in a sponsor for Petit LeMans in September. Part of that will include turning their amateur event the day before the big race into a full-scale socialite event. Tickets will be in the neighborhood of $600 - $1000. What attendees will get includes...well...let's just say that it will be worth it. Enough shameless self-promotion.
In other news, and we're back to shameless self-promotion, we're hoping to launch a new magazine this fall. All signs are currently pointed to GO! After we lock down a couple of other details, I'll post more on the new project. Until then...
11:32:11 PM
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Wednesday, April 20, 2005 |
I read a story this morning about George Soros' Phoenix Group project. The upshot of the story, it seems, is that George is trying to create some high-level funding & thinking to combat conservatives, voting, etc. My personal politics will not influence my thoughts on this matter one way or the other.
By taking the approach that he appears to be taking, Mr. Soros doesn't seem to realize that what he's trying to do is change people's opinions by spending ad dollars. It's like he is trying to strategize a way to force people to no longer like the color like the color red - the color blue is the right color for you to like (all political inferences unintended there).
I think Seth Godin addressed this type of marketing in his blog once. Company X (a lock manufacturer) tries to beat consumers over the head with the message "we make the best locks in the world". The problem is that people kept having their locks broken and the story made the press. In spite of the negative coverage, Company X kept hammering out the same message "we make the best locks in the world". Eventually Company X will go away because no one is interested in something that doesn't work. The same is entirely likely with what Mr. Soros aims to accomplish with his "Phoenix Group".
George, sometimes you can influence opinions on things - but you can't change people's mindsets, personal convictions, etc. by spending more money on advertising your message. Taking hard, opposing positions with Coke vs. Pepsi is funny. With politics being tied so close to personal beliefs - it's just polarizing. You obviously don't get that.
10:24:50 AM
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Tuesday, April 12, 2005 |
What does branding mean today? What did it mean fifty years ago? What has 'building a brand' ever meant?
The reality is that there IS a secret formula for building a successful brand.
Here it is - passion. If you put passion into every aspect of your organization, your employees will follow your passion and vision for the company. The passion displayed will also carry right into your marketing.
Result from that - your product/service will be outstanding and customers will rave about it.
Then the whole world of marketing will suddenly find themselves talking about you as a case study of what TO do.
That is the big 'secret'.
Look at the companies that have created unbelievable brands that people identify as great companies. That secret formula in action is likely very evident.
10:50:17 AM
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Monday, April 11, 2005 |
In an effort to not say things without importance (according to me), this blog will be limited to addressing things that I think are relevant. If you disagree, that's okay - - - it's my blog. Go get your own. : )
I found a guy on Scoble's blog who has created his own version of what he thinks the next Nike ad should be based on Tiger Woods' performance at the Masters this weekend. Okay, so he didn't have the Nike logo on at the end of the spot and the editing can be executed a bit cleaner - but that is not the point. He is making an effort to get his ideas out there in an organic way. I believe it is his effort (and that of so many other small to mid-size firms like ours) that will ultimately be the driving force of competition against the big agencies.
It's amazine what a computer, a little software and a creative mind can create.
What does this ad being created and distributed like this say about the small firms vs. the big firms?
9:06:41 AM
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Friday, April 08, 2005 |
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Wednesday, April 06, 2005 |
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Tuesday, April 05, 2005 |
I don't get something. Maybe it's just me. With technology moving us forward at the speed of light (ok, not quite), it seems that people are becoming less patient. The next thing has to be done now, the next story has to be out now, the next issue needs to be addressed now - even it we haven't fully dealt with the last one. I just posted comments on Tom Peters' blog in response the growing issue of businesses outsourcing to China and India. One individual commented that it is an 'old story'. This may be true as far as news goes, but it is still an issue to contend with. You may be on the end of things where you're a programmer and you're being outsourced, or you may be like me - a business owner trying to be more competitive.
We decided to start 'outsourcing' web programming after one of our clients came across an opportunity to work with a firm in India. This firm in India has been working with one of our clients' clients and they've been very pleased with the level of - get this - customer service. Both businesses have been very happy with the results. Tom Peters posed the question of whether or not technology has leveled the playing field with those countries competing globally for business. I don't think so. But I do think they're working hard to grow their own economy. I also think they're smart to enter into some of these arenas like programming. Even at one fourth the rate we normally pay for this, they are getting their 'top dollar' and they're growing their economy. Personally, I think it's great. I say, travel to India and see what it's like there. See what they live in. After they come here for school and learn what things could be like, you won't blame them for wanting to grow their businesses over there. They can truly make a difference there.
8:51:11 AM
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Wednesday, March 30, 2005 |
By the way, anyone interested in making comments, please feel free. (tony@maydaymedia.com) I'll always do my best to answer all emails. Robert Scoble at Microsoft is just amazing at this. We were working on an event and not only did he respond to my email, but he forwarded my request to a gentleman at XBOX, who then forwarded my request to the ad agency that handles XBOX. I do have to say that Robert is far busier than I am - but he's so on the ball with his business that he was gracious enough to respond...and then some. Kudos, Mr. Scoble. You are a rock star, man.
9:48:32 PM
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Back at it after some...interesting...changes. It's only taken two and a half months. In the mean time, I've come up with some new ideas, new directions and a new game plan. Same principles still exist - but now with even more focus.
Unfortunately, not every blog entry will be filled with wit and wisdom. Sometimes it is just going to be me getting something off my back from a conversation with a friend or associate.
If there is anything I would recommend to anyone in business, or more to the point - something I'd recommend to someone who owns a business, get it in writing. Recently a great business in Atlanta was torpedoed by someone that was trusted. There should have been things in place (that would have been easily done) to protect its assets - but alas - they weren't there. Contracts, people. No matter how much you love your family or trust your friends...get working arrangements committed to in writing. It protects both of you and gives neither one of you an excuse when conflict arises over contractual issues. If you love your family and friends - and you're going to employ some or all of them - have them hired under a well executed contract. It settles on paper what your expectations are of them - and vice versa. Enough on that.
I'm going to venture a guess that Kendra is going to win - if The Donald picks a woman. If he picks a man - I'm going with Alex. He's doing what Bill did in season 1 - maintaining his status under the radar. Since I'm still toying with whether or not to send in my own tape when they open it up for the next round of "casting" for the show. Yes, I know they're aim is to create good television, and so it is, to a degree, casting. However, I firmly believe too many of the people there are simply looking for their fifteen minutes and a shot at hanging out with Mr. Trump. Here's a news flash - he's looking to hire you to run a company for a year. If you do it well, you might stick around longer. If you do well, he may still bump you out at the end of a year...but you should go into it knowing that you will have just monumentally, exponentially expanded your network! Am I the only one who gets this?? Please, someone email me if I've lost my mind and I'm totally off-base on this.
9:37:04 PM
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Wednesday, January 19, 2005 |
We all have special people in our lives. Call them, while you still can.
-Billy Crystal
6:39:52 PM
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Monday, January 17, 2005 |
This weekend, I watched the Falcons / Rams playoff game. The playing was pretty intense and it's apparent with some of the players pushing and shoving after the play is over. One of the announcers made the comment that the players are playing harder as this is do-or-die time. They know that it really counts now. So I said to my brother-in-law Matt that if any of these teams played like that all year long, that their team would dominate all season long!
Then I started thinking about that approach in business. How many of us as business owners or business team members approach our jobs not just during crunch times - but all the time - as though "it's do-or-die time"? It's that type of approach that can set a company so far apart from their competition. As an organization, you may be equally strong at what you do as compared to your competition. However, if you are constantly "playing" (working) as though it's always do-or-die time and every decision counts and every deal counts, even your average company becomes exceptional. The term "any given Sunday" is used to say that any football team could win on any given day. By always working as though it's do-or-die time, your business can - or rather - will go from being another "any given Sunday" type of organization to an "every Sunday" organization.
In the words of Tim McGraw on his latest cd Live Like You Were Dying, he asks on track 1 - How Bad Do You Want It?
It's a rather convicting question.
11:43:08 AM
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Friday, December 24, 2004 |
Colder than normal today. It was 27 degrees when I got in this morning, which makes typing a little slow this early. The building we just moved into is old...very. It was built in 1904 - so insullation...not so much. We'll get to that. Probably after the first of the year, I'll be posting some pics of the in/outside of our new place. We'll be closed from this afternoon until after the new year - but that doesn't mean I won't be working. It's a great time for us to just look for new creative ideas and ways to set our clients apart from their competition - especially since we won't be crunching for any deadlines over the next week or so.
Merry Christmas.
Tony
8:17:45 AM
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© Copyright 2005 Tony May.
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