BY: Amy Sharp
It’s 2012 planning time! We recently sat down with one of our clients for their yearly budget review. This usually involves wading through a 3-ring binder of the previous year’s activities to discuss what worked, what didn’t, etc. – not exactly riveting material but always a good exercise. So as we began the meeting, I was startled to hear our client say, “DON’T OPEN THE BINDER.” He wanted to take a different approach and start off discussing the state of his business today and hear everyone’s off-the-cuff thoughts on the future of it without being distracted by all the detail of last year’s plan. The thing that I found so enjoyable about the conversation that followed was that it immediately put me in a different mindset. It kept me from whining about why we didn’t do this or that, wondering if we actually reached our prospect audience with the media we chose for “x, y or z” campaign, or immediately stressing over ever-decreasing budgets. It also made it much easier to propose “what ifs” without being saddled with the intricacies of how we could reallocate this or that part of the existing budget to make room for it. An article I read this summer in Fast Company (I haven’t plugged it in months!) about Conan O’Brien explained it a different way. In the article, Conan explains the process of creating his nightly comedy show and the incredible pressure that goes along with it. “The formula is to prepare like crazy,” O’Brien says. “But then, just as you’re heading out, forget all of it.” A little schizophrenic, one might think, but in today’s ever-changing advertising landscape, it’s incredibly important to be flexible, willing to try new things, always ready to adapt to what is happening today. The industry just isn’t the same anymore. If you aren’t capable of evolving with it, you’re going to get left behind.
If you’re interested in reading more about the Conan O’Brien article or the other “100 Most Creative People in Business,” go to http://www.fastcompany.com/most-creative-people/2011.
BY: Amy Sharp
With growing dismay I read articles about bookstores closing in Memphis. Most recently, Davis-Kidd Booksellers. http://www.commercialappeal.com/news/2011/apr/22/davis-kidd-landlord-urged-make-concessions-save-bo/. I am just now getting over the Barnes & Noble chain “Bookstar” closing in Poplar Plaza and now this? To some extent I don’t believe it. Just walk in Davis-Kidd at any time of the day and you’ll find an almost rabid following. From moms slurping Starbucks while their toddlers drool over everything in the kids’ play area (the children’s section is not for the faint of heart) to a three-hour wait for special events (I mistakenly tried to breeze in for a purchase during the Michael Oher I Beat the Odds book signing). I know, I know – e-books – amazon.com – blah blah blah… Save it.
First, in the Davis-Kidd case, I firmly believe that it’s all smoke and mirrors obscurring the even more depressing, greedy power struggle over the bookstore. Second, believe me, I recognize everything’s going digital. I buy books online, but the message that seems to be screaming here is: “Bookstores of the world, it’s time to reinvent yourseIf.” Anyone with a brain and some start-up money is about to have a unique opportunity in Memphis. Davis-Kidd proves there are still emotional, cultish bibliophiles out there. Spend five minutes in that particular store and you’ll realize it’s as much about the atmosphere and community as it is about the books themselves. Start building your business around that. Throw the mega-bookstore plan out the window. Develop a new, smaller community – include e-book/reader sales – start a storewide book club – focus on customer service and build that brand loyalty. All the depressed Davis-Kidd lovers are looking for a place to shelve theirs.
BY: Amy Sharp
After a month of holiday insanity at the office, we were all ready to let off a little steam at our agency Christmas lunch. I knew our ‘fuel’ committee (dedicated to enhancing our time at cs2) had planned a surprise field trip afterward, but with the smell of Gus’s Fried Chicken wafting through the halls I was thinking more about settling into some kind of food coma than going anywhere. Our surprise turned out to be a musical tour of Memphis with a group called Backbeat Tours. I had seen the vintage buses rolling around town in past years but who needs to take a tour of a city you’ve spent your life in? Apparently – I did.
We lumbered onto the bus and were introduced to our tour guide – Daniel ‘Memphis’ Jones, who spent the next music–filled 90 minutes cracking jokes, singing and slipping in some education on both well-known and off-the-beaten-path landmarks. What’s so great is that founders Bill and Deborah Patton have done a phenomenal job of finding a niche in their industry (ho-hum bus tours) and packaged it delightfully at every touchpoint. They start with tour buses that visually stand apart from all others. They offer an alternative experience to sitting quietly and staring out the window as you are lectured to about city attractions. They brand the whole experience in a way that again sets them apart and feels uniquely Memphis (down to some musical shakers if you feel the urge to join the musical extravaganza). Take that package; add the unbelievable talent/personality of our host (ours came across more as the cool older brother you want to hang out with than tour guide) and what’s the result? Not only did I have a great time and learn new things about a city I have lived in for over 30 years, I walked away from it proud to be a Memphian. How’s that for a brand experience?
cs2 with our afternoon host
To see a few photos from the party, click here.
BY: Amy Sharp
In our household, there are many days, weeks (it’s so often I’ve lost count), that I hear one, or all, of these questions from my 11 year old daughter. I try to answer with more than ‘Because I said so.’ simply so I don’t have to acknowledge the fact that I have indeed become my mother.
‘Can I stay up late on a school night?’ ‘No, you have homework.’ ‘Can I get cell phone?’ ‘No. I’m holding out as long as I can’. ‘Can I watch (insert stupid show here – Zach and Cody, icarly, Hannah Montana, etc. etc.)? ‘No, _______ is the stupidest show on the planet. It goes on and on. So I found it mildly amusing the other day when a SUBWAY television commercial, airing on the Disney channel, caught our attention (couldn’t find it online or I’d link to it here – too bad SUBWAY). The commercial opens on a child in the 8-11 age range asking almost an identical series of questions. The audience never sees the parent, only hears the series of ‘No’s’, until you see the child at the neighborhood SUBWAY counter asking for a sandwich a specific way, and we pan to our friendly employee saying ‘absolutely’! The fascinating part was hearing the next day, while out running errands, my daughter ask if we could have SUBWAY for lunch. When I asked ‘What’s with the sudden love of SUBWAY?’ she responded in a slightly bored voice, ‘MOM, they make my sandwich exactly how I want it.’
Just a great example of what advertising is all about. People make purchases based on emotions first, rational thought second. I don’t know if my daughter noticed any delicious looking food in the commercial. I certainly didn’t. SUBWAY simply knew the target audience, and identified with them. This isn’t even a unique selling position (I’m humming ‘Hold the pickles, hold the lettuce’), which is why the identifying and making the emotional connection, is so important. Don’t forget, not only is SUBWAY building a new customer base with their ‘we get you’ message, they’re also making a sale on every parent along for the ride. Cha-ching!
And do I mind being taken on this ride? If it’s between this and a cell phone, ‘I’ll take a six inch on wheat with turkey and cheese only please.’
BY: Amy Sharp
I love watching golf. Not necessarily up to ‘not moving from the couch all weekend’ guy standards, but I can definitely kill an afternoon following a tournament. One thing I have noticed over the years is the growing ‘logo fest’ on almost every players apparel. First it was just an additional sponsor to the hat or back of shirt, followed quickly by an additional logo or two on the front of shirt and why not one on the collar? I can just hear the sponsor/agent now, ‘It’ll be in all the closeups!’ I worry that just around the corner are more NASCAR style wins, which involve the winner spending as much time (cue the ‘grab and chug’ sponsor drink) naming/thanking sponsors as discussing play.
The problem with all this (besides the fact that it just seems to barge in on the grace of the game) is a great example of why creatives whine about wanting ‘more white space’. ‘White space’ is the space that allows objects to exist. Take a great portion of that space away, and the audience doesn’t know what they are looking at. Therein lies the battle and the whining begins. No one starts out using all the white space up. As you chip, chip, chip, away at it (no pun intended), before you know it, there is nothing but a sea of clutter to look at. If a sponsor wants the audience to see and remember said logo/partnership, in a sea of logos – what do you think the likelihood of that is?
In the past, Tiger Woods and Nike have handled it perfectly. Nike paid big dollars for exclusivity during play, while other Woods sponsors, Gatorade, Gillette, Tag Heuer, etc. got different pieces of Tiger. Of course that kind of money isn’t always on the table, but even Tiger is in a different situation now. Players need to be more selective about what they allow sponsors to demand of them. Sponsors need to be more innovative in how they take advantage of brand partnerships. If they don’t, they’re just throwing their money away.
BY: Amy Sharp
If there’s one thing I have always had a healthy fear of, it’s checklists. They’re too restricting. They’re too overwhelming. They’re entirely too organized. The only list I feel comfortable managing is whatever I have scribbled on my hand for the day (enjoy the open mocking of it in keith’s ‘apple’s new category’ post). Of course the left side of my brain recognizes their importance. They’re efficient. They reduce the chance for error. They give you a sense of accomplishment (though short-lived in my opinion). So while my internal debate battled on, it was interesting to hear Stanley Hainsworth’s take when he spoke recently at a local AIGA event. Stanley is an extremely talented individual, most recently chairman and chief creative officer at Tether, but has held titles such as ‘global creative director’ at Nike, Lego and Starbucks, to name a few. Stanley looks at checklists in a different, softer, security-blanket sort of way. During his tenure at Starbucks, he said the creative team came up with a 5 word checklist they used when they all gathered to critique the internal design work (e.g. ‘hand-crafted’ – each design must incorporate an element that isn’t ‘stock’ – font, background, etc.). This helped them stay on-point not only when they were working with other international agencies on the account, but also when the need arose (all the time) to introduce new products to the market and still maintain some sort of brand consistency.
So I have started thinking of it this way. Let’s sat you’re an astronaut floating around in space (just indulge me for a moment). A short checklist can be a ‘lifeline’ (or whatever that long cord is called that keeps astronauts hooked to the ship while they’re out tinkering on the satellite). Think of it as the only thing you have to have when you go exploring. The key here, and where the conflict often arises, is the exploring. You want to be able to stay on the right path, follow best practices, stick to the plan – but you should also be constantly looking for new ways to convey your message, push the envelope and engage your audience. In this industry, you have to be able to adapt to change.
Just make sure you’ve got enough cord – and get out there and find a new frontier.
BY: Amy Sharp
Moving. We have been debating putting our house on the market for a while now, and I think spring fever may have gotten the better of me. Continue Reading »
BY: Amy Sharp
I was very excited to travel with my kids to New Orleans for Spring Break this year. My (less excited) husband had to work there all week, so we decided to drive down and spend a few days with him. We jumped in the car! I shoved in a Dr. John CD, and we were on our way! Continue Reading »
BY: Amy Sharp
In case you missed it (one of our Art Directors, made sure none of the ladies at cs2 did), the ‘it’s just a robe turned backwards’ SNUGGIE has introduced a new product.
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BY: Amy Sharp
Superbowl XLIV is finally upon us. At cs2, the discussion on the creative floor has been about everything from Colts defensive end Dwight Freeney’s ankle, to the debate over Mancrunch’s legitimacy.
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