Sliced Bread

Online Consumption Must Change Measurement

Reading an article from the NYT, I'm fascinated by how much I don't know about Web ad strategies and what works versus what doesn't.

"Although the recession has slowed its growth, nearly $25 billion will be spent on Web advertising this year." Quite a chunk of change.

As media consuming habits continue to shift, so does the impact certain ad models have on those supposedly watching. Recognizing the potential damage of an ineffective strategy, Walt Disney Company now is placing a heavy new emphasis on advertising research. While focus groups allow us to understand consumer preferences based on what subjects tell us, this approach examines the scientific evidence behind receptiveness to various ad models.

Can't say what my heart rate was, or my skin temperature, but will say one example from Sprint struck out in my book, despite the suck-me-in 60 sec. regular spots. (At any given moment, are 2 billion people really texting about diapers during a business meeting?)

Though just last week, while catching a missed fav summer program episode online, I was put off by the Sprint ad that occupied the preroll space during each break - encouraging me to 'click here' to return to my programming. I think we all know better.

Also fascinating, a recent AdAge piece begging the question, 'how do we right the wrongs of measurement and still figure ROI?' Clicks don't necessarily measure effeciveness of an online ad. Of course they don't! Because a click through doesn't directly point to consumer buys. Same goes for PR - number of impressions was long the easiest way to measure to show value.

While most, if not all PR prof's, have realized that changed some time ago, too many are still applying the same theory to the evolving strategies for clients through digital communications. 'If my client is on Twitter, how do I show return on the initiative? How do I link my client's comments to their e-commerce site so blog readers will buy the product.' You're missing it folks. Clients want to drive sales but while it's the ultimate business goal we need to consider while forming our strategies, we can't structure them in a way for sales to be the immediate result and still expect consumer take-up. It's the conversations that matter.

Compare it to the concern of, 'if I don't see what I get out of corporate social responsibility, how is it worth my time.' It's feel-good relationship-building with your target consumer base - those people who care about the company getting behind the greater good.

What's the secret to getting clients to start actually trusting their agencies, (at least those that get it) that these online activities spark conversation that does eventually leads to action.  While not necessarily immediate, or direct, it is effective if it's done right. Sure it's hard to trust without the numbers to show return. So hasn't it got to be about a change in measurement model - showing the big picture over the long-term to demonstrate real results?

Only Focused on Chapter One

In following the GM bankruptcy matter very closely, the company's Reinvention ad absolutely caught my eye this morning while heading in to work. With the decision taking place just yesterday a.m., I was impressed at how 'together' GM's agencies were in not only recognizing the need for timely action but in implementing.

With pretty compelling, not to mention clever, messages no less.

Not just stating the need for reinvention but actually explaining what that would mean to consumers.

Tweet It Like You Mean It

After recently reading Mullen head creative honcho @edwardboches' post about why CEOs should get on Twitter, this morning I spotted an @link plug in a company's executive announcement and upon checking it out, I started thinking even more than I have been about Twitter as a 'tool.'

Conflict.

My daytime-description requires me to consider how it and other online applications can serve as 'tools' while my non-9-to-5 mind sees it simply as an activity to connect.

Merge. It's both.

True - there are marketing folks out there tweeting for their clients...the must-jump-on-the-bandwagon-regardless-of-how-it's-accomplished method versus the do-it-because-it-fits method. Hint: the second will, (and has proven to) be more valuable in the long run, which seems to be something most of us in the industry have realized by now. For some though, it's not so black and white. There are many, in this case, several of those we counsel, who are still trying to find their online comfort level so we in turn find ourselves on a sliding scale of how to help them be there and feel OK about it.

Getting executives online is smart, but the answer for we whose job it is to encourage is not in how to fake it. If you, Mr. CEO, are thinking about starting a personal Twitter account, use it to be yourself. No one minds a little brand building - it's necessary - but we like it better if it's honest. Reminder, that the first rule in having an online presence is transparency. If it's a clearly corporate account, personalize it, it's more genuine when you do. But so long as your actual face has replaced the o_O standard, and your actual name, (or a version of it) has been @-ified, please, just be real.

It isn't something that should be forced, yet we're starting to see an attempt to do so. The case of the scripted 140 characters. The line here has been blurred for a long time. If ghost writing isn't on the up-and-up, why does PR draft contributed content and simply place an executive's name on the author line? Definitely not a rare occurrence, so technically, isn't 'ghost-tweeting' the same idea? -- Let's recall for a moment, the upset caused by the blogging fiasco involving a well-known PR firm and its giant retail client...

Perhaps here lays the line with companies -- in traditional methods, it didn't much matter who the content was coming from, so long as it appeared credible. Readers only wanted the information. Now, online, they want the information and a touch point, and many cases the relevancy of the information doesn't matter as much as what it means to them. Being able to connect directly to that other person in a real way - be it a friend, colleague or corporate executive.

We've learned it's necessary to understand how best to speak/write in our executive's voice in traditional practices - in theory, one could modify this to blog or microblog using another's voice...except it's so much easier to see through. When an executive has recently appeared on Twitter, does anyone actually believe they immediately understand the jargon, have 100 followers, host Tweetups, etc.? It's a learning experience. Any true #newbie I know is still learning after only 5 updates, despite how much they've heard or read about the Twitter culture - they've got to feel it out for awhile.

Reiterate. Use Twitter because you want to, and then tweet it like you mean it. Don't worry if you look or feel a little silly at first, lost even, it comes with the territory of trying something new.

Got To See a Man About a Pool

"We've got to go see a man about a pool." A wonderfully funny inside joke between me and the brother, which ironically sums up our conversation this morning very well.

During a Sunday morning check in, we got on the topic of a new entrepreneurial venture he has in mind - well formulated in fact. The question was, which I believe to be on the minds of a number of savvy self-starters lately, "how do I get this concept off and running while keeping my day-job."

The threat is very much there, and while we've been convinced that a turn-around is soon to come, hence feeling as though the cliff is a bit further off than it was just months ago, it's still just as likely that any professional can begin tomorrow's 9 to 5 only to find that their desk has been sealed off before the first cup of coffee. Which has the tendency to separate people into two divisions, those who will fight to maintain, and those who will develop a plan of attack in preparation for the worst case scenario while fighting to maintain.

Which takes us to a tangent and not the purpose of this post. Instead, back to the potential side business. Selling pools.

Seems easy enough, although only practical given the right conditions, (Boston weather excluded, of course.) The brother, however, happens to be located in Houston, so a bit more logical a location. The question at hand over coffee this morning was: to hang a banner or post a sign in the neighborhood to attract the primary customer base, and what would be the language? My answer was instead another question - having identified the initial target audience, what is their main objective in choosing to buy a pool? And what will best speak to them based on that desire? More than simply, what will catch their attention while driving down the street. The conclusion we came to was - best to market to these folks in a way that wasn't so in their face. Who wants to see a bright blue banner on the nice new home in the cul-de-sac telling them to buy a pool? More of a disturbance to the neighborhood feel if you ask me... Amidst an overall strategy, what about instead starting by inviting the block over for a family-friendly pool party? Don't just give a testimonial - show one and talk around it. They feel and experience how great it is to have one, and it just so happens the one who can make it happen is the guy down the street they toss a casual 'hello' to every morning while stepping out to grab the paper.

The challenge is to get to the heart of what's behind purchasing decisions when faced with the demands of growing the customer base from zero, especially when taking into consideration an already saturated market, pun intended.

Virgins & Suicide

Insensitive or ingenious? PRWeek (and everyone else) reports on two recent ad campaigns sparking controversy among consumers, bloggers and the media but are they proving effective in building the brands? Some agree that extreme ideas do rise above the clutter, despite the risk. Others, like a Ruder Finn EVP, says an apology is the right thing in this case.

PepsiMax may have gone a bit far with it's German-run ads, but then again, the message wasn't intended to offend.

After the 'Whopper Freakout' earlier this year, Burger King's agency has, if nothing else, spurred some serious conversation with the Whopper Virgins campaign. What's fascinating is that people are really, really peeved. Step outside the fact that the promotion of fast food is furthering our society's health problems, and the larger criticiscm of the indecency of featuring the indigent, and look purely at the creativity behind the campaign. And it is likely that the Crispin thinkers anticipated this sort of backlash right there in the brainstorm.

We've seen time and again that when it comes to ethics, ad folks tend to play with a different rule book than their PR-counterparts, but I can definitely recognize this campaign for what it is to a creative mind...and that isn't because I'm an 'ignorant American.'

Cleanin' Up That 'Space'

Not an avid user but a user nonetheless, it's clear there's been a style change for social network giant, MySpace.com. Turns out, it was modified to change the way people interact with the site and its brands. Creator Chris DeWolfe gave AdAge more info earlier this month..."look at the last six months, we've added a lot of new features to the site that provide better exposure for brands."

We've already seen companies taking advantage of the ad opportunities Myspace offers, and some of us have consulted clients to create a brand page for users to interact with -- enhance that "we're here for you" feeling with target consumers. While the pre-login homepage features the new hottest bands, videos and users, it's also frequently hosting brand images to promote the newest 'must see film' and more. This new format could very well prove more attractive for ad dollar options.

Regardless, I'm still interested in the site for one reason only, and it isn't to be an easily-accessible stalker victim for that kid from back in high school who knew my name and face and that's about it and now won't give up on the 'friend' requests...No, no.

The access to "5 million bands" is what keeps me coming back.

More from the DeWolfe's interview here.

Leave The Ram

It isn't often that an ad makes me laugh out loud but an online Stride spot has what it takes. Sure, it's that stupid kind of humor, but still...

Created by JWT New York.

Absolut Buzz

So what's been going on since Absolut began dealing with criticism last month from consumers and the industry about an ad that ran in Mexico?

Well done Skyy, which initially saw the opportunity and came out the other end with a satirical announcement in support of the Treaty of Hidalgo. But the fuss also sparked the launch of a Web site boycotting Absolut and the scuffle has since transitioned into more of a political issue between those on either side of the 'fence.'

Regardless of the complaints, the ad was dead on for the campaign, to create ads that encourage consumers to 'visualize a world that appeals to them.' -- It ran in Mexico. Get it? Definitely makes sense for the target audience. And, well, it sure got a lot of people talking about the Swedish vodka. If I were on TBWA/Chiat/Day's team, I'd being shouting "success."

The New Wendy

"A spicy chicken wrap with Arby's sauce and extra horsey, please." Gross.

Ok, that's obviously not happening but Wendy's and Arby's are joining forces. With sales down lately for the 'open-late' Red Head, Triarc has finally, officially stepped in to take over...with plans for 'several growth initiatives' for both brands -- what that means isn't clear. Will we see the roast beef sandwich and the square burger now living under the same roof?  Hmm...a semi-copy of  three other quick -casual biggies, (Taco Bell, KFC and Pizza Hut) which isn't convenient as it is weird, by the way.

So another titan takeover by Nelson Peltz, who has a stake in more restaurant biz than one can imagine. With so many attempts to reidentify the brand, after losing Dave Thomas in '02, maybe to the newest member of his food-y family, Peltz can suggest his Snapple's old Wendy to take over as leading lady. Would be an easy transition and she just might be ready to get back out there.

Company Gets Behind Donation

The 'third hour' featured a feel good story, (not out of the ordinary) this morning about a kind Tacoma, Wash. woman who donated her kidney to a friend she met through work. Not a traditional work relationship mind you -- in serving this woman, (Annamarie) coffee on regular mornings she developed a friendship through being her barista... her Starbucks barista.

Very nice story, I just find it interesting that the fact that this donor is a Starbucks employee was such a prominent piece of it. Even during the live interview with Meredith Vieira, the caption read "Starbucks worker donates kidney." Really? (OK, I don't doubt that she really is a barista, nor that she actually donated her kidney but did the company name really need to overshadow the message?)

The story also appeared in the NYTimes earlier this month. Guilty of it myself and not deserving the right to criticize, I did find myself curious whether this came about through client suggestion or by recommendation via *$'s PR firm, for some positive coverage around the whole 'closing stores and focusing on the experience' announcement earlier this year, later agreeing on another "push for national broadcast" after the more recent, shift-supervisor-'sue'age incident last month. Call it a risk thinking forward to the day I might need an organ, but I think I'll still take Café Europa over the green giant any day.