CS2 Live

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: Kate Metcalf

People all over the world are finding various methods to express their outrage in response to the ongoing hacking scandal of Rupert Murdock’s News Corporation.

Concerned citizens are protesting, governments on both sides of the Atlantic are investigating, comedians are mining the hoopla for laughs. Wendi Deng’s slap heard ‘round the world has already become a meme all its own, hitting the online trifecta of animated gif, someecard design and Urban Dictionary entry nearly overnight. Yes, being Wendi-slapped is officially a thing now.

Beyond the handwringing and backpedaling, the controversy has launched an important conversation about journalistic ethics, individual privacy rights and the occasionally too-cozy relationship between reporters and their official sources. It’s also spawned a movement for responsible web surfing in the process.

For those looking to disassociate themselves from Murdoch’s massive media empire in the wake of the scandal, there are now several tools to make Internet browsing News Corp-free.

From Business Insider:
Murdoch Alert, a Firefox add-on, warns an Internet surfer when he or she stumbles upon a Murdoch-owned site. (A previous program called Murdoch Block simply wouldn’t allow browsers to go to any page owned by News Corp or its subsidiaries without permission from the user of the computer.)

Even if you think that the criminal acts of a few don’t necessarily reflect the corporate ethos of a whole, the Murdoch Alert add-on is still fascinating in the way it illustrates the expansive reach of News Corporation online. It’s a good reminder of the importance of the Internet as a repository for unfiltered, multifaceted news content in the face of the growing monopoly-based approach of traditional news sources.

BY: Kate Metcalf

Earlier this spring, Miracle Whip launched a campaign to stoke the debate between those who can’t live without the sandwich spread and those who find it an affront to condiments everywhere (full disclosure…I fall in the latter camp).  The campaign features well-known personalities including Amy Sedaris, James Carville and the Jersey Shore’s Pauly D expressing either their love for or hatred of the brand. The campaigns feature a call-to-action to consumers to voice their own opinions on the brand’s YouTube page.

Acknowledging that some consumers hate your product is nothing new. You don’t have to go too far back into the recent past to find examples of other companies airing their dirty laundry to regain public credibility (see Domino’s admission of subpar pizza for proof).

But this is different. This isn’t a mea culpa for a product gone awry. Miracle Whip is drawing a definitive, creamy line in the sand, saying that though it might not be for everyone, the spread has a place in the hearts of plenty of sandwich lovers out there. The brand has carved out a special niche for those who truly get their product and provided those brand loyalists a forum to share their preference with the world. They have stoked the competitive fires, and their loyalists have responded to the challenge – it must be noted that those in favor of the spread currently outnumber those opposed by a margin more than 17 to 1 on the official YouTube page.

And their choice of celebrity spokespeople, although bizarrely varied, serves a purpose too. The always classy Pauly D appears on camera declaring, “I hate Miracle Whip so much. I tell you. If I had a girlfriend who liked Miracle Whip, it’s a deal-breaker.”

Congratulations, Miracle Whip, you might have just given me a reason to purchase your product.

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: Kate Metcalf

I’ve always heard that advertising speaks to you when you’re ready to hear it. For instance, if you are expecting a baby, you’ll start to see ads everywhere for diapers, formula and monogrammed everything everywhere you look. When you’re in the market for a new car, those car commercials involving manically screaming strangers seem less ear-piercing and more persuasive.

I’ve discovered that the same is true for the relentless, all-consuming wedding industrial complex that I currently find myself in the midst of. Since getting engaged, every newsstand seems to have a bridal magazine, every bus shelter an ad for a wedding expo. Even clients seem to be a part of the conspiracy, launching new wedding-themed promos and events.

Now, I realize that wedding advertising is ubiquitous and that my sudden tendency to be overwhelmed by the persistent calls to my inner bridezilla says way more about my own state of mind than it does about any advertising trend.

But it does illustrate how getting in front of the right audience is only really part of the battle that our advertising dollars fight every day. Your target customers need to be ready to hear the message.

Sometimes it involves repeating your message until it gets through the barriers consumers put up against the onslaught of messaging they encounter every day. Sometimes it takes innovative tactics to cut through the clutter. And sometimes it takes good old-fashioned patience (for both brand and agency) until that hallowed ROI makes its appearance (and the wedding planning begins).

BY: Eric Melkent

“Doing what you like is freedom. Liking what you do is happiness.”

This one is pretty simple, and oddly enough from an actual fortune cookie. “Thanks,” go out to all the folks at Pei Wei or at least to the purchasing agent.

Geez, not much I can say about this, except that unless you absolutely had to, why would you ever do something you didn’t enjoy. Or like?

By the way, if you are playing the lotto, the lucky numbers that accompanied this slip of wisdom are: 16, 19 20, 21, 25 and 28. And “grape” in Chinese is pronounced pu’ tao.

BY: Eric Melkent

“I’d rather be nine people’s favorite thing than a hundred people’s ninth favorite thing.”

I don’t quite remember how I came across this quote, but it is the title and theme of a song from a somewhat obscure Broadway musical entitled [title of show]. That’s the title. [title of show]. It’s a show about a group of people writing a show, hence the name [title of show]. Go figure.

Anyway, this line comes at a point of self-examination and broaches the dilemma of either trying to be “all things to all people” or being faithful to your true self and, in turn, finding your core group of diehard fans. It’s a really interesting thought, and one that has strong application to branding, marketing and product differentiation.

Stop for a minute. Now try to think of what your ninth favorite thing is. You may  absolutely love Ben & Jerry’s Chocolate ice cream to the point of being rabidly fanatical about it, but I bet you’d be hard-pressed to tell someone what your ninth favorite flavor is. It’s probably Neapolitan. Neapolitan couldn’t possibly be anyone’s favorite flavor. In fact, it’s not really a flavor at all. It’s a perfect example of trying to appeal to a wider audience by throwing more variation into the product – trying to provide “something for everyone.” It’s like the manufacturer was trying to make their inferior quality vanilla ice cream more appealing by adding chocolate and strawberry. Think about it. Does anyone ever eat all three flavors together? All at the same time? When I was growing up, there was always one strip left, long after the others had been scooped away. This was the strip that eventually got gooey and grew those freaky ice crystals and ended up looking like the inside of a geode until Mom bought another half gallon and threw this one away.

I can assure you, the strip that resembled Carlsbad Caverns wasn’t the chocolate one.

In case you are wondering, my favorite flavor is Haagen-Dazs^® Pralines and Cream. It’s awesome. That stuff’s never in my freezer long enough to adjust to its new surroundings. If you haven’t tried it you should. It’s available exclusively at Walgreen’s^® of all places — it must have some powerful stuff in it. Soon, you’re probably gonna have to start showing your i.d. to buy it — like when you buy pseudoephedrine. But it’s some powerfully good ice cream. Well worth the hassle.

And my ninth favorite flavor? Well, I forgot.

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: Brian Sullivan

Thought leadership should be the goal for all communications.

You have probably heard the term, thought leadership. It is usually used in the context of brainstorming or strategic planning and refers to experts in various fields offering thoughts or advice on a particular subject. These thoughts are not intended to necessarily get to “the answer”, but to direct or lead the deeper thinking on the subject that takes place with a smaller group at a later date. However, our team believes thought leadership has another definition within advertising and marketing. One of the things we do as communicators is find ways to invoke or promote thoughts (or feelings) about a particular subject. The subjects vary from brand image to product promotions and almost everything in between.

Our ideas, stimulants or disruptants (a new word I just made up) are intended to invoke thought. These thoughts are meant to cause some kind of action whether it is a direct purchase, a visit to a website, or to start a dialogue.

Once our targets have seen or read our communications and we have invoked a thought or consideration, we now want to lead to the next step. As I mentioned earlier, this first step could be a number of things but the second step is where you can build some real value. The second step is for the consumer to feel a connection with your product or service. A connection so strong that they will tell others about it. This could be word of mouth or better yet through one of your social media channels.

If you can lead your targets to the second step, you will find out all kinds of things you may not have ordinarily known. Take the case of the new Pampers diaper with “Dry Max” that was supposed to be lighter and more absorbent than previous options. After the product rollout and a strong call to use the new product, parents around the world were complaining that the diapers caused a strange rash. P&G reacted defensively by blaming the parents and claiming they monitored 300,000 diaper changes over 6 years to make sure the diapers were safe. Well, P&G, your real world research is telling you differently. One parent started a facebook page protesting and had over 3,000 people sign on as friends. Read more: http://www.consumeraffairs.com/news04/2010/05/pampers_problems.html

The rash of complaints prompted Ad Age magazine to call the new diaper roll-out a marketing blunder akin to New Coke (that is a whole other blog post).

How is this rash of negativity good? Well, their consumers took the second step because P&G has committed to social media as a tool and their consumers were led there by this commitment. Despite the fact that all the press and comments were negative, P&G has stepped up their social media commitment so they can maintain a dialogue with their consumers.

It is important to consider not only what thought you want to invoke from your targets, but how you can lead them through a full communications cycle.

BY: Brian Sullivan

Chick-fil-a advertising represents how a great creative idea still requires great courage on behalf of the client and agency.

We have an art director at the agency whose family is from Mississippi. Like many of us, his parents don’t exactly know what he does. His mother came to visit the agency one day and relayed a conversation she had with one of her friends about the Chick-fil-a outdoor boards. Apparently, she told her friend that her son had done those billboards (which he did not, hence the idea that our parents don’t know exactly what we do). Her friend responded by saying somebody needs to tell him those are dairy cows.

Funny thing is, she’s right. They are dairy cows. Which, of course are raised for milk and not beef. Now, unless you are from an area that has a lot of cows or your family is in the cow business, you may not know which cows are dairy cows and which ones are beef cows. However, you probably know that beef comes from cows and that the animal on the Chick-fil-a billboards is indeed a cow.

So, what is more important? That the right type of cow is represented or that you make sure people can recognize it as a cow.

For reference, most, not all, beef cattle are either black or brown and are generally a single color. On an outdoor board, there is no telling what that would look like. More times than not, when you see a cow represented in anything from the Far Side cartoons to movies to advertising, it is the Holstein (black and white) dairy cows. So, because of that type of exposure and their distinctive markings, they are the most recognizable. Not to mention that for some reason (maybe all those Far Side cartoons), they seem to have a little more personality. Don’t you think so?

Imagine the conversation…we want to use cows to tell people to eat more chicken. Get it. The cows are trying to save themselves from the slaughter house by getting more people to eat chicken. Specifically, Chick-fil-a chicken sandwiches. That’s hilarious. And, since we don’t think people will easily recognize actual beef cattle, we want to use dairy cows. Wait a second…

Again, ask yourself what is more important? That the right type of cow is represented or that you make sure people can recognize it as a cow.

The idea in this case transcends the need to be 100% accurate in your portrayal of the cow. The more recognizable cow helps sell the message. But, this kind of decision takes courage. You know there could be some backlash, but you also know that if the idea is strong and consistent with your brand personality, consumers are willing to give you some latitude.

The art to the science of advertising is knowing when you have a great idea and when you just have a funny idea. Those two things are not always the same. The basis to the art must be rooted in solid strategy and preferably research.

Know your audience. Know your competition. Know yourself. Further, a clearly defined brand platform with positioning, promise, personality, beliefs and behaviors will help you determine whether you have a great idea that is appropriate for your brand.

This type of knowledge and understanding will give you the courage necessary to make decisions about your message or maybe even what type of cow you should use to deliver your message.