Archive for the ‘The 3rd Button’ Category

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Catch a Virus

Wednesday, April 8th, 2015

Word of mouth has always been the best marketing mechanism. It always will be the best marketing mechanism.

Just take a look at this chart from the UK’s Henley Centre, which puts numbers to something we inherently know.

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This is not exactly news. People trust people they know more than people they don’t know. This is particularly true when the people they don’t know have a vested interest. And it is especially true if those people are involved in that nasty business of advertising.

Thanks to technology, word of mouth is on steroids. Technology makes word of mouth- these days called viral marketing- a very potent ally of great products and smart marketers… and a very potent threat to bad products and ham-fisted marketers.

If you look at marketing that goes viral as a bullseye model, you can see that as you move outward you find bigger circles of less influential people. Meanwhile, packed into the center are a group of super-influentials. Depending on your task at hand, these super-influentials might be anyone from a movie star to a rapper to a passionate person with a well-read blog.

beyonceBy definition, a marketing virus must start slowly and while you can start the process, your management of that expansion process ranges from loose to non-existent. Be patient.

A few additional things to always keep in mind:

-Recognize that going viral can be good or bad: Monitor the marketplace vibe. Pay for a good search tool to scan the web to alert you when people start to work against you and your strategy. Get on top of it early and often. Fight back, but softly and from a position of truth. If you try to bullshit someone in this arena, it most definitely will come back to haunt you.

-Understand that this type of marketing effort fits some tasks better than others: Marketing with the aim to go viral has a place within a surprisingly wide range of categories. It’s inexpensive, so go through the process of applying it to your business- then decide whether to actively use it as part of your larger marketing plan. Don’t dismiss it before you’ve fully explored its potential- but don’t ignore the potential harm that can happen if you’re not sufficiently on your guard. This type of marketing is definitely a two-way street.

A great example of a successful viral campaign was one organized by the folks behind the film The Blair Witch Project. The movie was average, at best, but because such a mystique had been built up around it before its premiere, by the time everyone realized what they were watching, it had already made more than $100 million.

Tellingly, there have also been a number of accidental viral marketing events. The television drama 24 had its hero use a specific cell phone number. Hard core fans of the show attempted to dial that number to discover, humorously, that the writers had used one of the crew members’ numbers. As the phone rang ceaselessly, crew and cast took turns answering. It was all very spontaneous, and it felt that way- and because of that, the number spread like wildfire on the web. Now you can find many more planned examples that followed in the footsteps of this happy accident- bridging product and fans with a genuine experience in connectivity.

Take these lessons to heart. Experiment. Be smart and be patient. With some truth and a lot of luck, your efforts will pay off.

Austin McGhie is Sterling’s head of strategy

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Now UP! on Design Matters…

Monday, April 6th, 2015

Ben

Check out one of the latest episodes of Design Matters, in which Debbie interviews Ben Watson – Executive Creative Director at Herman Miller.

As former CEO of haute Italian furniture house Moroso, and also former Global Creative Officer at Nike, Ben is able to share some enlightening tales of growth in design with Debbie.

Check out the episode here<<


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The Truth Will Win Out – Sooner Not Later

Tuesday, March 24th, 2015

Immediate access to the world’s information means a bit of retraining for those of us who grew up in the one-way persuasion school of marketing. The task before us is to adjust to the much more challenging “interactive-objective” school of marketing.

Today, our claims cannot simply be louder than our competitors to win out. Our customers can easily find out how our product or service actually performs- and trust me, if it’s at all important to them, they’ll be checking. If you’ve misled them through your claims in any way, they’ll know. If you’ve mislead them, they’ll leave- and they won’t be back.

This last ‘they’re not coming back’ observation is important. Too often, marketers act as if there are only two possible outcomes to an activity on their part- it works or it doesn’t- a one or a zero. If only life were that simple and binary. The reality is that if you set up an expectation you can’t meet or, worse, you actively mislead, you may never see those customers again. No matter what you say or do, they will be lost to you forever- and even the quietest of them will take a few friends with them on their way out.

It is critical to your success to make the most of this new reality of open access to information. Use truth as a marketing tool.

A few years ago a BMW die-hard compared the official BMW website to his favorite BMW enthusiast site. At the time, the BMW site was recognized as being at the leading edge of the art. But this person’s perspective was different. He liked the corporate site, but found it too one-sided, too perfect and too sleek. By comparison, the enthusiast site was more ‘real,’ more down to earth. The contributors loved the brand, but they loved it in its entirety- warts and all. They didn’t shy away from the imperfections, but celebrated them. The net result was a much more honest, emotionally engaging and deeper conversation about the BMW brand.

There is nothing wrong with perfection, but don’t allow it to blind you to passion. Embrace the truth in your brand, allowing your customer to believe you and incite an honest passion.

Austin McGhie is head of Sterling strategy

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Now UP! on Design Matters

Friday, March 20th, 2015

Louise

Celebrate the 10 year anniversary of Design Matters with a fantastic conversation between Debbie and designer Louise Sandhaus.

Educator, Partner and Author – Louise teaches at CalArts, works with prestigious clients such as the Los Angeles County Museum of Art and Los Angeles World Airports, and has recently published the book Earthquakes, Mudslides, Fires & Riots: California and Graphic Design 1936 – 1986.

Click here to listen to the podcast<<

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It Takes a Village to Raise a Brand

Monday, March 16th, 2015

Great brands are built as much (if not more) by their audiences as by their managers. The manager can only create the stimulus; the audience filters that stimulus and provides a response. Only the marketplace can make your product or service into a brand. Participation is key.

What this means is that the brand marketer has to give up some control to his or her ‘community.’ In many categories, the marketer can be highly rewarded if a sense of shared ownership with the community is created.jordan

The Jordan brand is the best basketball shoe available, but that’s not why it’s such big business. It’s big because its community loves it. The community sustains the brand. Go online and tune into that community- you’ll be amazed by its attachment to it and involvement in its journey.

Smart marketers like Nike know they have to work with their community to build the brand. But they also know- though they don’t always like it- that they must give up some control of their destiny to that community. And needless to say, they must never, ever betray the trust of that community.

Your community isn’t naive. It knows you are in business to make money. It just needs to believe that you also have its best interests at heart. It wants to know that you truly share its passion.

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eBay is a fascinating example of a closely integrated community building a business and brand. Part of the genius of the eBay model was that it had a massive network of unsalaried brand advocates and business strategists, all deliberately or inadvertently dreaming up ways to develop new revenue sources and deepen brand loyalty.

As eBay grew, its community has given way to a loosely aligned eBay ‘nation’ filled with thousands of communities that have built up around specific passion points. This online retail community mentality can and has translated to the successful launch of subsequent businesses- Etsy comes to mind- where brand engagement and brand success are reciprocal, born of participation and innate openness. This is a model integral to success in a technology-based marketplace.

Treat your brand as a village rather than a city. Assume everyone knows everyone else. You need to learn the language in order to be welcome. You need to get to know your brand’s village elders and meet with them. They are wise and passionate, and they love to tell the story of your brand as well as stories of the village.

Most importantly, don’t try to directly influence the community. Listen and learn from their conversations, and continue to share your passion in authentic, meaningful ways. Then watch as the village raises up your brand.

Austin McGhie is head of Sterling’s Strategy team

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Sterling Buzz…

Friday, March 13th, 2015

Check out our delicious, newly launched designs!

Sterling has gone artisan with the new Häagen-Dazs packaging and is helping Edy’s/Dreyers bring the joys of frozen custard to homes across the country!

HD_artisanDreyers_custard

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Now UP on Design Matters…

Tuesday, March 10th, 2015

jessicaandtim

This week on Design Matters, Debbie talks with Jessica Walsh and Timothy Goodman about their unique collaboration… find out more here.

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Marketing in a World of Ubiquitous Information

Tuesday, March 10th, 2015

The information on brands that is now available via the Internet brings with it a new approach to marketing. As marketers we must now actively manage noise, recognize and deal with lies, we must actively promote the truth- but ultimately, we must abandon the traditional, one-sided model of marketing known as “persuasion.” Product performance claims will be increasingly transparent to prospective customers. And once the truth is known, those customers will feel betrayed if they are lied to… and they will never return.

thefind

Whether it’s a new car or a pair of jeans, shopping is just an equation that balances degree of importance against ease of information access. Soon no one will buy a durable good without first doing a little homework. Customers will do the online research and use digital channels to tell their friends. Transparency becomes assumed, and not making this assumption invites difficulty.

TripAdvisor

Your product doesn’t perform? Your service sucks? Before you know it a quiet buzz will be felt on the Internet. This type of buzz could leak onto influential blogs and with a day- hell even within hours- a lot of hard work and good thinking will be completely undone by the very people you were counting on to build your business.

On a positive note, if you product delights the customer or your service over-delivers, you’ll quickly find the tide of information working on your behalf. This is not a new phenomenon. Word of mouth has always been the most powerful marketing mechanism, but now it’s accelerated and universal. We have more “friends” than we ever dreamed of having, and we are instantly connected to information, opinion and expertise, wherever and whenever we want.

These days, your customers are knocking on your door and you have to let them in- and they’d better like what they see. We’ve always understood outbound marketing, but the best practices of inbound marketing are still unfolding before our eyes.

Marketing is good. Persuasion is good. Brands count. But also know that the facts will matter. Those facts, as seen from several different vantage points, will be applied ruthlessly and at great speed.

Be ready.

Austin McGhie is head of Sterling’s strategy team

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Advertising, and the Need for Radical Re-engineering

Monday, March 2nd, 2015

It was the worst of times; it was the worst of times… (with apologies to Charles Dickens)

Now, I’m going to bring together all of my thoughts on advertising in one place. Brace yourself.

Once upon a time, “the target” sat at home watching television, namely the big 3 networks- ABC, NBC or CBS. Wives were at home during the day, and husbands would slump into recliners at the end of their work day. You had to get up to change the channel. The audience was captive and predictable. Other media like radio, newspapers and magazines worked in support of a much less cluttered media environment.

Let’s fast-forward to the present. Traditional television is on the way out as advertising’s biggest money-maker. Most channels have no real meaning. The internet is our main line to content of all sorts to suit our desires.

These days, technology can organize content to create personal channels and it can also link that content with personally relevant advertising – or no advertising at all. In this way, the advertising that once funded the networks has become just more content, and technology now plays the organizational role formerly played by networks and advertising agencies.

More and more technological advancements are allowing customers to bypass advertising altogether- beyond pirating sites, customers will soon be able to purchase all of their content for a $1 fee and enjoy content that is ad-free. Content that comes for free increasingly provides users the choice of ads they must view- and guess what they will do? They’ll choose to be entertained or informed on the subjects they already prefer.

So we’ll have to get creative in this future world, where the old advertising market will be officially dead. The new communication agencies are filled with bright young “media” specialists who are armed with a blend of creative, technological and CRM-style skills. They are as comfortable with ROI and algorithms as they are with getting inside the psyche of their customer.

It will be fascinating to watch the Internet develop as the delivery vehicle for content, and see who ends up driving the ship: Apple, Google, Facebook, Amazon, or a brand new entity.

As always with technology, those in the middle are in for a heap of change and possibly a heap of trouble. They will have to radically redefine their roles if they are to prosper. The countdown has already begun.

Yes, everyone is already betting on the Big Four, but history also suggests that we keep our eyes on a range of companies that none of us have heard of… yet.

Just remember: the future is a very fast jet plane. Once you hear it, it’s already gone past.

Austin McGhie is Sterling’s head of Strategy

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Assume You’ll Only Get One Shot

Tuesday, February 17th, 2015

“Having lost sight of our objectives, we redoubled our efforts.

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If we don’t have the time to get it right up front, how is it that we find the time to fix it later? If there is a single message I hope to impart to you it’s this: don’t say anything, don’t do anything, until you’re convinced that you have everything right. Don’t execute a communications campaign (spending big money on ad space or time) unless you’re sure of your strategy and have perfected your tactics and tools.

Is your advertisement going to cut through the noise? If not, tell your agency the plan is on hold (as is some portion of their compensation) until it’s ready. The same goes for all areas of marketing communication. Needless to say, this approach will also add significant incentive for your communication partners to get it right.

Here’s the important part – the difficult part: Have the nerve to hold back until you feel the campaign/plan is perfect- until you have no reservations about it. There will be forces pushing for you to give the green light. Resist until you are ready.

Which seems like the more intelligent choice: To launch an acceptable campaign in May or launch a great campaign in July? It’s the difference of being invisible or getting noticed in the real world. It’s worth the wait. Try thinking of these as binary choices, between a 0 and a 1, because that’s closer to the reality of market impact than any incrementalist model.

Real marketing communication always does better when it moves from blunt instrument to scalpel. Blunt instruments need too much force behind them to work, whereas a scalpel just needs a perfect cutting edge. Start sharpening, and don’t cut until you find that edge.

Stay tuned for more from Austin McGhie, head of Sterling Strategy, on aligning your strategy with creative execution.