CK's Blog

Learning to love your mistakes

I've done a lot of great work in my career. I've also made my share of mistakes. My silliest war story? About fourteen years ago, in my first "marketing director" position, I was in charge of marketing several retail centers in several states.

It was a completely consumer-focused position (I still do consumer work but much, much more BtoB work now). It was a terrific job for me to really cut my teeth. See, each retail center had vastly different demographics and selling points so I needed to tailor each strategy and plan accordingly.

Some centers were bigger, some catered to singles (vs. families), some faced mighty competition, some were in the lead. Some had large budgets and some had laughable ones. About 14 of them altogether.

For one shopping center smack dab in a suburban environment we held an Easter event. It racked up customers, sales, goodwill and loyalty as we held several Easter Egg Hunts throughout the day for different age groups (think thousands and thousands of candy-filled eggs). We also had fun rides in the parking lot and special prizes in each of the stores. So it was like Halloween and Easter all in one. I'm likely responsible for many cavities.

To advertise the event we used local radio, regional TV spots and in-store flyers. And for the flyers, you should have seen the design and the copy. A work of art. No stone left unturned.

Except...well except the date of the darn event. (oddly I didn't forget the time, though.)

I must have looked at that bunny flyer a hundred times. Didn't matter if I'd looked at it a thousand times. In my mind it was there. But what my mind needed was another pair of eyes to review it.

Those poor retail merchants were flooded with calls asking "Well, when is it?!!" So with one flyer I put-off my two audiences: customers and merchants.

Another lesson learned: parents take Easter Egg Hunts very seriously because kids are important and Easter Bunny comes but once a year (a year is a long time to a kid).

Luckily I'd been respectful and kind to my vendors so we had re-issues of the flyers within 24 hours (marketers, be kind to your vendors and they'll help you out in a pinch without charging you extra).

All told, the event went smashingly well. But man oh man did I get roasted for months. My coworkers kept messing with me and telling me I'd forgotten to date my memos. And payroll told me they were sorry that I would have to wait on my bonus...as they had forgotten to date it.

(it came the next day, with a date on it ;-).

So feel free to tell your biggest snafu, or your silliest. It need not involve bunnies.

PS: Since we're sharing snafus, I'll share another. One event featured a 20-foot x 20-foot cake we had created to commemorate a 20th Anniversary along with a fashion show hosting some of the local "celebs" walking the runway, including the UConn Basketball players. But they decided to get all impromptu without permission and threw balls into the cheering crowd.

No, they didn't hit the cake.

They did hit an elderly woman (she was absolutely OK, but bruised. I still hold the guilt). I even screamed at them, "You miss a 20-foot cake but you hit an elderly woman?!" Lesson learned: watch your talent closely, they'll often surprise you at the last minute.

Don't expect the end of the world to arrive on time

Bless my dear Dad. I had the hardest time figuring out exactly what to get him for Father's day. Dad is a heady guy (and super smart in math, a gene my sister and I lack entirely). What to get for the man who thinks of everything?

It could make shopping for him a challenge but I find it fun.

I've sent him lots of books on economics (and freakonomics) and videos on blue planets (and the history of NYC subways), but this year I was at a loss. What to get? What in the world to get? And then I thought...perhaps something 'out of this world' is where the answer lies.

I was so proud for thinking outside of the box (and the planet).

So I got him a very cool DVD on the end of the world as I particularly liked the part on asteroids. See, you can't really hate an asteroid because if it weren't for them then we wouldn't be (being the last one to hit earth took out the dinosaurs and made us possible). But then again, they could wipe us out. The way I look at it? What's meant to be will be--or will hit. So we might as well enjoy the video in the interim.

While I bought the video in plenty of time, the darn outfit took its darn time in sending it out (I bought it in plenty of time for standard shipping). I asked them why the hold up since my Dad was without a Dad's day gift. Their answer? They didn't have enough in stock (but did not tell me that at the time of purchase).

They also remarked that they didn't assume end-of-the-world videos would be a hot-seller for Dad's day. That's the thing about assumptions.

Sorry Dad. The end of the world and your gift will arrive when they're meant to (do hope the DVD comes first).

PS: Never fear, just as the smarties on the DVD said, an asteroid likely won't wipe us out. It's far more likely humans will destroy themselves instead of flying rocks.

This blog is now successful (changing hearts and minds)

Sometimes you get exactly what you need exactly when you need it. I shall be floating on air all day all week for this comment (btw, if you need me I shall be atop my cloud so calls are going directly to voice-mail).

While I clearly have a purpose (my mantra!) for this blog--I really want need to use my little voice to make a big difference...even if it's through a lot of small victories. Otherwise I feel I'm not doing my part. And that my blog is not successful.

See, I'm grateful to live in these connected times. I view these communications tools as 'gifts'. But I feel these gifts give us not only an opportunity but a responsibility to make this world better--even if we're bettering it one mind/heart/blog at a time.

Just to be really clear: Better practices and better people is the ROI I seek from my blog. If I get to build my business that serves to let me do more of the programs that make for those better practices and people (that's why I say "advancing" all the time).

So you can imagine my elation when Philippe Deltenre (of Brussels, BE) left me this comment on a post from earlier today. Philippe you're getting a BIG kiss from CK when I get to meet you!

"Since I'm reading you (and a lot of other great american bloggers), I must say that you managed to change my image (I should say my fear and my clichés) of the USA."

By the way, Drew McLellan is hosting a great discussion asking us how we should be pricing the upcoming (and very exciting!) eBook. I was talking it with Luc Debaisieux and David Reich yesterday and explaining how the question of price led to this question for me: how much does the USD price we decide upon for the eBook equate to in other economies?

Point is, other regions was the first place my mind went to. More to the point, it's become so natural for me to think WORLD and "other" being it's the WORLD wide web. Especially since America is only about 5% of the world (though a very mouthy and powerful minority are we).

I've cited before how lucky we are to have 'global' conversations...and how advancing they are for me. So it's just a big kick when I get to see they're advancing for others. Yep, in helping to change even one mind, it makes my heart feel really, really good. Plus, it makes me feel like this blog is successful (yippie!)

Thank you, Philippe (it means the "world" to me)--please tell many, many more how much there is to benefit...and how many minds we can change...if we use these technologies to truly connect and really listen. Back to my cloud now and yes, success is sweet indeed ;-).

Update (couple hours after originally publishing): I just found out (really, just now!) that it's Philippe's 100th blog post. Ain't that all sorts of cool?

I guess I should have individually wrapped them (duh)

When I sent the winners of the contest their cookies (chocolate chip!) I didn't think to individually wrap each cookie. So I guess they arrived to Roger in California in one compressed cookie (they started out in NYC as 4). And yes, I did think to use a padded envelope and placed them in a sealed ziploc bag.

Steve liked his, too (even just to NJ they were still compressed from the journey).

John has cookies coming but I'm not sure how well homemade cookies will travel to the United Kingdom (and I do so hate to send a box of name-brand, vacuum-packed cookies as baking 'em up was part of the deal). Alas, it's the thought (and the taste) that counts.

And I've received confirmation that I make a great cookie (you should try my lasagna).

Now, if NBC will listen to our great advice, I'll hand deliver homemade cookies straight to their headquarters right here in Rockefeller Center...though I'll likely not get through security. But I promise to take pictures.

I plan to do more contests--for cookies and other treats--in the future. Any incentive to get you marketers thinking, and companies listening. But next time I'll figure out a better way to ship 'em.

Giving play to the real point

I'm a bit of a history buff, firmly believing if we don't learn from historical lessons we're doomed to repeat them (same goes for marketing lessons). So I am intrigued by this "Civil War" video (...btw, how can a war be civil?). It gives a second for every week of the war between North and South and someone sure spent a good amount of time on it (thank you).

The problem? The MOST IMPORTANT point of the entire piece isn't given enough play. The casualty counter in the below right-hand corner is barely legible. Yet the casualties are the key lesson--and what we really lose--from all these wars, civil or otherwise. Such a shame as it could be so powerful being, in this war we lost more American lives than all other wars COMBINED (see why I still can't understand the "civil" part?).

Sure, wars are a battle over ideas and power but it's the people who endure the true battles. A simple thing like making that casualty counter twice as large would help to hit that point home. Maybe it won't stop a war; but maybe it will make us think twice--and make the audience learn the most valuable lesson of all.

Plus, people deserve to be as big as that map. It's a country's people, not its land, that make them so great. I'm not knocking the producer of this piece, he or she did an amazing job...but I think we marketers can learn from it.

The lesson? In an age of "show not tell" let's not forget to show what's truly core.

Can someone kindly tell me what the total loss of life was? I can't read it and I feel badly for not knowing it. You don't need to divide it into north and south, they were all people and they were all lost. On a positive note, if we got through that dark time we can get through anything (so long as we repeat less, progress more).

Here it is @4 minutes (RSS readers, jump here). Update: the owner of this video doesn't allow embeds, so just click here to watch it (sorry)...and it was recorded at the Abraham Lincoln Presidential Museum (the casualty counter might be much larger there, don't know but hope so).

Role Reversal: brilliant break-ups, not-so-brilliant branding

My new pal Sean Howard pointed me to this new video...then my old pal Kris Hoet asked for my feedback on it. All I wanted to do was stay in my bliss over books. Alas, of all things, I'm talking Microsoft...well, actually, I'm talking Microsoft Digital Advertising Solutions, which is too much of a mouthful for this mouthy marketer but more on that branding boo-boo in a bit.

First, here's the "Break Up" piece and my feedback follows (RSS readers, go here):

The Break Up
Uploaded by geertdesager

What I love: I love the creative and the message of this new video. And I really appreciate Geert, the manager who spearheaded this project and writer of the Bring the Love Back blog. I instantly like the guy because he is very open in saying "feel free to love it or flame it!" He truly wants feedback and is very responsive to his readers. And anyone who listens gets love back from CK.

What I don't love: But I still can't get my head around Microsoft being in the advertising business. Not! Geez, I already give Microsoft double the positioning love as they occupy "software" and "operating systems" in my very full head...my mind doesn't have room for a third area of advertising. Are they trying for a mental monopoly, too?

This will continue to be an uphill climb for them. The answer? A new brand devoted entirely to online advertising, not "Microsoft +Digital +Advertising +Solutions." It's too many spaces to try and occupy and way too long a brand name. Seriously, that's branding 101. Tsk. Tsk.

What I would love to see: Creatively, I think this would be KILLER if the "advertiser" were a ballsy female and the "consumer" a sensitive male. Stay with my thinking...if we're gonna reverse roles where the consumer is more in control...then let's go full-tilt and REALLY reverse roles. That's innovative. Perhaps an idea for another version? Hey, I'll even play the ballsy female ;-).

What is nagging me: But what I continue to grapple with is--what is Microsoft doing to aid this (advertiser) role reversal? I went to their website on this offering but nothing felt innovative to me...it seems there are online advertising offerings but I don't see ways for advertisers to empower and dialog with their customers. Am I missing something? Or is Microsoft missing the mark?

It seems the messaging is there (great piece, Geert & Co.!) but the pay-off is not. Net/net: As a marketer working to advance my clients into a mindset of "more listen/less talk" I'm focused on the actions after the ad. Maybe Sean can tell me as he writes-up some feedback he has from Geert right here.

Update (about 3 hours after original publishing): Geert commented straight away and I offered him time over a concall to review recommendations in which Sean Howard and Kris Hoet will be joining in. Net/net: As marketers we're all in this together, regardless of whom we work for or where we work out of. When we speak next week, Geert will be in Greece, Kris in Belgium, I'm in NY, Sean is in Canada. No matter, blogging brings us closer, it also allows us to connect off of our blogs. And when we help one another we improve the entire industry...I think that most definitely qualifies as bringing back the love, eh? (this medium rocks ;-).

Advancing through 200 posts (and over the moon about it).

You find out a lot--about a lot of things--through blogging. Not the least of which are things about yourself. Writing of any sort, really. But when there is a conversation and an archive of enough posts, themes about yourself, and your work, emerge. Even to see actual words repeated creates a thread of sorts.

A fan of methodologies and such, I'm always working to home in on a paradigm or framework. Maybe I have a methodical nature. Or maybe biz school and a battery of case studies messed with my head. But as it pertains to just about anything on the marketing front--and life, really--I've found that I basically need ask but one question to decide if it's worth my time, thought and trouble:

Is it advancing? Does it advance this medium and/or does it advance the marketing discipline?That's my $64,000 question. That's my litmus test and my barometer. It's what drives me, my decisions, my professional time and, in large part, my personal time.

It can be a program that advances a company or brand to increase ROI. Or it can advance a cause solely by opening a conversation. It can be an effort that advances the marketing profession, or a medium that does that. People are advancing. But it's people from all types of backgrounds and levels of experience that advance me. There's no set recipe or resume; I learn as much from those with less experience than I do from those with more. Heck, I learn as much from those outside of the profession as I do from those within it (like fan armies, Doctors or heavy-metal heads).

Reading books is advancing. But even more so when you can discuss the theories with others. I always have questions--or just plain "don't get" something--after I've read a piece so it seemed natural to push for a forum where I could get some answers (thanks to MarketingProfs for pushing for it with me). Getting closer to customers is advancing. So I'm encouraging clients to open more feedback channels (get a darn blog or wiki!) and instill more customer advisory boards (hope upon hope they listen).

Seeing the "myriad opportunities in mishaps" is advancing as so many times when a company has done wrong they are afforded ways to advance themselves, not just apologize. And it seems such a wasted opportunity when they don't (sigh).

Promoting socially responsible practices is advancing and it's one way I can help raise awareness on these fronts. Giving CEOs ideas for ways to give back to those just starting out in their careers is advancing. I love giving fellow marketers recommendations to advance their brands, staying on top of them so they join the community...and also giving them well-deserved props for trying new things.

It's why the collage was important to create, because it could show the world (er, a very, very small corner of it) just how many ways social media is advancing and contributing so much value to to so many smart people, not just me.

In large part, if not in full, advancement is why I've been so focused on the blogging front--as I have more than my share of friends, clients and colleagues who think I'm absolutely nuts spending the amount of time I do in my "blogging bubble." And a Book Club that takes time but doesn't pay? They think I've completely lost my mind (granted they could be right).

But they've no idea how many newfound contacts I've met through blogging and books. Relationships from all over No. America, India, Europe, Australia, etc. that genuinely advance me because I'm afforded to see the world from outside my USA bubble. We are such a small part of the world and I need to better understand just how skewed my viewpoint, or the assumptions I hold may be if I want to advance into global terrain.

And meeting all you brainy bloggers when afforded the chance through travels to other cities...or travels to mine? That's highly advancing and just adds another dimension to the strong relationships we're building (I've been so fortunate to meet so many of you that I can't just point to one post, the category is here).

While I'm a fan of connecting, sharing and uniting--and I outright deplore initiatives that divide and destroy--my barometer is really set by advancing, or advancement. It's a subjective barometer to be sure--I'm certainly not the authority on what is or isn't advancing overall. Just advancing for me.

So, 200 posts later, that's one thing I've learned about myself and why I do, believe and support what I do. It's not groundbreaking by any measure...who wants to spend time on things that don't advance themselves, their company or cause? But it does give me my barometer. It also gives me a way to craft and position the message to my colleagues and clients. Maybe it will "advance" them to join the conversation and get closer to their own communities. Hope so.

Thanks to all you brilliant bloggers for advancing me. Not sure I'll ever be able to give you as much as you've given me but I'll always work to advance this medium, the marketing discipline and you good folks. Wish I could give you the moon. Alas, I'm told she's not mine to give.

It's all in the positioning, kid

I needed to go to the drugstore earlier today. Yep, to buy drugs. It seems this bug that I can't shake is now making me lose my voice. It actually comes and goes. Which wouldn't be a problem if it weren't for losing it smack dab in the middle of client conversations. Kind of like when you mistakenly lean on your remote control and the TV goes mute. Yep, like that.

While I'm in line at the pharmacy there's a woman and her grandchild in front of me. The kid is maybe 7 and home sick from school. As you know, drugstores nowadays sell much more than drugs...there's just so much stuff begging to be bought that kids are mere victims. So while grandma is speaking to the pharmacist, the little boy is filling up on markers and toys. He then hands them to grandma with the golden line "I need these for school."

Smart little marketer, I swear it was the first time I'd smiled all day.

She then turned around to me and said "geez, we came in to get medicine, not school supplies." I said matter-of-factly, "Well he needs them for school." Not sure why I instantly became the kid's advocate (to be sure, the stuff was for play, not for school). But being so smart I just wanted him to get his stuff.

Having my voice about me at that moment and while his grandma was working out the insurance information I said quietly to the kid "they never question school purchases, eh?" He grinned "nope, so long as you say school you get it."

Ah, clever kid it's all in the positioning. Not just in the boardroom, even in very simple purchase negotiations. He could have handed grandmom the stuff and met with resistance or, he could have handed her the "school-supply" stuff and met with none. All the better he learned that marketing lesson early on.

Is NYC going against brand? Say it ain't so.

The first rule of branding--as you smart marketers know--is to deliver on your brand promise. The second rule? Continue delivering on that promise.

Lately I'm finding a paradox brewing in my city. On the one hand we're giving out free condoms at Grand Central Terminal and on the other, we're closing up shop early. Take this weekend: I had my dear friend in town who was working a convention (Erik you rock, get a blog!). He needed to work until about 10pm. "No problem," say I, "we can grab a bite at 11p or 12a and go out after." He wondered if we could eat that late and I'm like "It's New York silly."

One of the things I fancy about this city is late-night dining. It's a great vibe and I get to eat dinner twice. And hey, it's the city that never sleeps, right?

Um, wrong. I just never got the memo.

I went to three (three!) restaurants in the busy Broadway District last night and couldn't get seated as they stopped seating at 10:45pm. I even called another restaurant in another part of town. The poor hostess at Sushi Zen got the brunt of my anger when I exclaimed, "What has happened to this city? It's a known thing that people go out to eat late. Why is everyone closing so early? My friend is in town to do the whole NYC experience and we're letting him down."

The hostess even admitted she had turned away two other parties. And you'd think in a perishable business like raw fish you'd want to serve customers until inventory is sold not spoiled. I really didn't mean to be rude; I was just astonished (and hungry). At one point during the rant I gasped..."are bars closing early too?" (all good, still open until 4am. phew).

My point is not how I was inconvenienced it was how I was under an impression--an impression formed by the experiences I've had living here for nearly ten years. And how incongruent my experience was this weekend. Yeah, I could eat at earlier hours. But I shouldn't need to. Why? Because it goes against brand.

Alas, if there's one thing we city-dwellers can count on is a slew of Irish bars that all serve food and stay true to their heritage. Those (awesome!) Irish never go dark and never go against brand ;-).

Get your groove back in 4 steps (versus 12)

It occured to me when I finished the 8-point action plan for Jet Blue that the person who really needed a plan was Britney. See, Jet Blue is getting feedback everywhere, Brit's just getting knocked. 

Brit, whether or not you ever want to step foot in a recording studio again believe me when I say you'll want the option. Since you're doing 12 steps to get well; I'm recommending 4 more to help you get your groove back:

#1. Make your bald head meaningful. No kidding. Instead of trying to cover it up with wigs (which just draw more attention to it and, therefore, your really bad idea) wrap it in a scarf that supports a charity. Red might be a good charity or, alternatively, a charity that's not getting as much coverage but really needs the love and prime advertising space.

#2. Love those who've loved you. This is critical. Of all my recommendations this gives you the best chance at a bounceback. Get your crew on fan duty. Big time. I'm not talking about those who have over the years downloaded a song of yours, I'm talking about those who have downloaded every single one. You need them and you need to take care of them. Those in your fan club should be getting special treatment like early access to any videos, apologetic emails and journal entries.

#3. Love the one you're NO longer with. Time for a peace treaty. No matter how much you need to bite your lip or take time-outs, strike a truce with K-Fed. Get those kids in a healthy, no-drama environment. If you're marriage wasn't a growth experience make your divorce one. Maybe one day you two can go on Dr. Phil (note that I'm not recommending Oprah for you) and you can talk to how to manage a drama-free divorce and say, "Hey if we could do it, anyone can." Maybe there should even be a duet on your forthcoming album celebrating what you created (your kids) instead of the careers you destroyed.

#4. Start a charity whereas kids are taken care of when mommies need rehab. Make a difference, really. There are enough rehab centers sponsored by stars (in fact you've spent a day at several). The rehab side is taken care of; the daycare side is where you can really help. Many moms on the brink can't leave their children with a full staff and so they never clean up. Be thankful you had the support and show that gratitude by giving to or starting this effort.

Just remember to give back once you've gotten well (and remember your underpants).

P.S.: I intentionally chose a pic from your brighter (less-bald) days. The current look scared my blog too much.

A true blue solution: 8 ways to move from clean-up to commitment

There exist many people in this world to envy...and then there are several people that I'm really thankful I'm not right about now. The current front-runners? Bald and not-so-beautiful Britney Spears (who gives new meaning to bad hair day) and Jet Blue's CEO David Neelman (who gives new meaning to bad travel day).

There have been many great posts on the Jet Blue fiasco, please do check them out. As I've said before--and I'll likely say it much more--there exist myriad opportunities in mishaps (if we see them as such). So I'm focusing this post on an 8-point plan for shaking the blues:

1. Give some heaven. If you haven't already, award each of the grounded passengers free flights for a year. Yep, a year. Wait, there's more: give them a 4-day vacation to their choice of, say, 3 places so as to "give them a bit of heaven since you put them through hell." Yes, I advise using that copy.

2. Engage (front-line) advisors. Go and meet with 20 of the customers that sat on your plane. C'mon, you're likely meeting with enough consultants that didn't sit on your plane. Ask them to be on a newly formed "Customer Advisory Board" whereas they fly free forever so long as they meet with Jet Blue either once a quarter or twice a year (you might divide these into 2-4 groups so you're meeting with groups each month). To be sure this is not a focus group--we all know how I feel about those--this is a customer advisory board. What's the catch? Just one: they need to be honest with their feedback be it good, bad or indifferent.

3. Keep it real. Implore five of these customers to tape a few seconds of "I'm giving Jet Blue another chance...won't you?". Compile the actual people saying this into a commercial (and if you get one with a mom and her baby, even better). Explain that these customers sit on your advisory board and you're thankful for their time--and be upfront with viewers that they've been given free flights to accomodate their woes. Get this on broadcast TV and on YouTube.

4. Go on Oprah. Have an epiphany (and please mean it) that this fiasco actually opened your eyes to new opportunities on just what it means to be customer-focused and explain how you're leading the charge for all companies to take better care of customers. Then give everyone in the audience free flights and other items (maybe even give point #6).

5. Give goodies. Print up some kind of in-flight goodie that says "thanks for being True Blue". Maybe it's gum or a salty treat. Not sure exactly what it should be. Something fun and enjoyable.

6. Share the blunders and best practices. Write a book on managing a customer-focused brand through ups and downs. You can employ a team of writers, self-publish and get it to market within 100 days. And give the eBook away for FREE--this way everyone can learn how to better treat people because, after all, your mission is not planes it's people. Ensure it's sent to all of the Fortune 500. If you raise the bar you can continue to set the bar.

7. Honor others. Begin a "True Blue" award series wherein each year you identify, say, 3 customer-focused companies in any industry that exemplify customer service. After all, customer service is not just limited to the sky. It's Jet Blue's legacy to influence other leaders and other industries to focus on delighting customers (at least that's what you told Oprah, better make good on it).

8. Get Social. Launch a blog, much like Microsoft and Dell, that allows and encourages people to give you feedback. (If you have one already, pardon me I couldn't find it). Apart from customers reading your blog it's really more for the media, analyst and business communities to monitor your ongoing commitment.

Alternatively you can blow your budget on a barrage of thirty-second "I'm sorry" TV spots, NYT ads and billboards but in following the above advice you underscore and advance the very mission of your brand. And this route actually saves you money. Plus you'll look even better because you're not solely doing clean-up but coming through on your commitment.

And hey, this way you get to be the Comeback Kid :-).

P.S.: If you do publish a book I've got just the forum for you to connect with other marketers, a Book Club that has already increased its membership by nearly 20% in Segment 2 alone (yippie!).

Have some dignity and just get Lost

I used to watch much more TV. Then I started blogging. Sure, news is TV but I don't count that as entertainment. My "passive" time is just extra special since there's so little of it. So when my favorite TV show disrespects the audience as gravely as Lost has it's disappointing.

For those of you who watch the series you may (or may not) agree with me. For those that don't, just know that it's a show that was really good, then really confusing and then completely unreliable between repeats and mid-season interruptions. Indulge me readers with a word to the show's producers--and to many brands that need to die with some dignity...

Where did you go oh so wrong? You lost your momentum and, in so doing, you lost your way. From 20 million to 12.8 million viewers, you've definitely lost your audience. Why? For the simple reason that you took your audience for granted. We got the hint that the honeymoon period of Season One is over and now we've moved on to other shows. Other media, too.

What's with the games? Moving time spots to avoid American Idol doesn't work, it just smacks of insecurity (if you had a decent show you wouldn't need to avoid category killers or ratings monsters). Ah, but then you gave us 16 no-repeat episodes! So that was to make up for being gone mid-season for 3 months?  Nope, that won't get your mojo back.

What to do now? Do yourselves a favor and go out with some dignity. Make next season your last season--but announce it NOW so people will want to still watch. Surely with your big budgets and cadre of creative brains you can come up with replacements. Or forget my advice altogether and line-extend into a third island (heck you've already line-extended into two...why not a third?). Nah, just get lost.

When I was studying for my MBA the Editor of Variety addressed one of my communications classes and explained how television was all about programming. One hit can make a network. That's not rocket science and we all know that but, being a marketer, that's only part of the formula. Once you've found the right show you need to remember who's on the other side of the lens--and understand just what they're giving you: an investment of time. I say that as I think that's what is so easily forgotten.

Take care of your brands and your brand's fans, Hollywood. Or wind up as just another cautionary tale. But at least the show's lessons aren't lost on we marketers :-).

P.S.: For your viewing pleasure I highly recommend HBO's "Rome". I never liked period pieces but they've done a banner job with the episodic. They only thought they were going to get one season out of it and hence ended the first season on Caeasar's death...but Rome continued after Caesar and so too the series. Who knew the fall of the Roman Empire could be so darn much fun?

Normal ain't so bad

You know why Buffy the Vampire Slayer was such a great series? It wasn't Buffy's struggle to be special. Endowed with vampire-slaying skills and anointed the 'chosen one' she already was special. More than anything she was just struggling to be a normal teenager with normal problems. Heck, all she wanted was to go to Prom.

Alas she needed to save the world (granted we loved her because she saved the world in time to go to Prom).

You know why Lost was (past tense) such a good show? It wasn't because the people were special. The people were normal, the circumstances they needed to survive were special. In its quest to best itself, now the series is too complicated, just a mess (nearly a 20% drop in ratings prove this). All the special mysteries just further distance us from the characters. Unfortunate since the characters are the show's best part.

The Wizard of Oz headliners wanted seemingly normal things (to be smart, to have a heart, to muster some courage). Those ruby red slippers sure were special but the wish they granted was basic: not world power or unlimited wealth, just to get back to the simple pleasure of home.

Even Forrest Gump, a very simple guy, was so lovable because he was just so normal when it came to extraordinary events. He boiled the complex down to the simple--and that made him special.

Ask any of my single friends, what do they lament about most when it comes to the dating scene? They just want to meet a normal guy with no hangups (good luck in NYC ladies). What does the American flag most stand for? The simple pleasures of freedom.

I wonder, if in trying to make things special, superior and better we forget what people really want. I'm all for special; and people need to feel that way. But what they want most is pretty darn normal: a good experience and a product that delivers on its promises. I think as marketers living in our special-differentiated-new-and-improved world we can forget this. I've been guilty of it. Let's not discount normal, our audiences certainly don't.

You in the back (learning to listen)

Now I'm not saying we should be childish but sometimes many times the best lessons to use when we're grownups are the ones we learned when we were kids. Like saying "please" and "thank you" and raising your hand...

About a year ago I was in a meeting and trying to get a word in. I had a really great idea--yes, they agreed it was great when they heard it--but everyone was speaking over everyone else and the discussion leader was especially mouthy. It was futile. What's a marketer to do? So there in an oh-so-corporate boardroom I raised my hand. While the client was perplexed he finally said, "yes.." and then I laid out my brainy idea.

I've raised my hand several more times since and, more times than not, I get a giggle--but every time I get to speak. Better still? Everyone learns to let everyone speak...and everyone remembers to listen. What's more? We don't even have to have the "now let everyone speak" conversation we just naturally know. Why? Because we learned it way back in grammar school so it's deeply ingrained.

At one workshop in December everyone just started raising their hands (wish I had my digital camera on me). And everyone just relaxed a bit and the brainstorming soared. Back in September I especially liked it when one client looked at me with my hand raised and said "yes, you in the back," as though I were in a lecture hall. Good times. And a great session.

May sound silly but try it sometime when everyone's fighting for talk time and no one is listening...and please report back to me on how it goes.

What's in a Name? (a lesson in going global).

Lately, I've been learning how culturally wise marketers need to become--including yours truly--now that the world is our marketing oyster. Just because we can market to the world doesn't mean that we should--at least not without minding some cultural differences...like names.

Certainly you guys read about the snafu by Chevrolet eons ago in marketing its Nova car in Mexico. If you didn't, "No Va" in Spanish means "doesn't go" so the name hampered sales on a product which, being an automobile, holds the value proposition of transporting people...and thusly go-ing.

So that's the case of trying to use the same branding tactics with a different audience. The result? The brand doesn't move. So now we've learned to adjust our branding when marketing to new audiences and foreign constituencies.

But what happens when we're not in charge of the brand name and make assumptions about it? What if the brand name happens to be that of a person? Take a recent sales inquiry sent to fellow marketing blogger Gianandrea Facchini's in-box:

Hello from Amazon.com,
Thanks to the recent purchase(s) you made in the Beauty, Apparel, or Shoes stores at Amazon, you are eligible to receive a one-year subscription to the special Amazon edition of "Lucky" magazine, a $12 value. This special edition is available only to Amazon customers, and includes a special supplement, "Lucky SHOPS Amazon," which features every month a set of must-have products at Amazon as selected by the editors at "Lucky."

But Gianandrea is not a target of this magazine. Nowhere near. Why?

• Gianandrea (or "G") is male. I know, the name is confusing because it has the "Andrea" and the "Gia" in it. In fact, in my first correspondence to him in response to a great comment he left at The Daily Fix Blog, I opened with "Ciao Bella!" instead of "Ciao Bello!" and he politely corrected me by telling me he is a boy with a beard and quite bald. And here I was so proud of myself for opening with some cute Italian language. Duh. We had a chuckle as I, with the nickname "CK", have been addressed as "Dear Sir" on several occasions--and I'm all girl (and not bald).
• "G" is a straight male...so it's unlikely he dons heels and cute sundresses. Not that there's anything wrong with it. Heck, living in NYC, I see cross-dressing all the time.
• But G doesn't live in NYC, he lives in Italy (in Roma) so the $12 offer doesn't apply. Plus, America has nothing on Italy insofar as high-fashion or fashion magazines. I would hope the Italians would scoff at low-rent magazines such as Lucky anyhow.
• But here is where it gets really good...G is not an Amazon customer nor has he ever been. He has shopped their competitor, Barnes & Noble, but not for beauty products or shoes, just books (G, like CK, is a bookworm).

Now Gianandrea could be the victim of identity theft wherein some American woman--or male cross-dresser--is sporting some way cute shoes. But in that case the culprit would be giving out Gianandrea's e-mail so that is highly unlikely (or way dumb). Seems more likely that Amazon got a hold of his e-mail and let the computer, or a person, make assumptions on his name and didn't cross-reference e-mail address with country codes or purchasing history.

But Amazon is just one little tree in this BIG global forest. The lesson is that as our markets grow so too our learning curves: going global is not only an opportunity it's a responsibility. We're responsible for learning such details as different names in differing cultures. If marketers don't accept this responsibility than our brands, much like the NoVa car, won't be going anywhere anytime soon.

P.S.: The Nova incident is actually one of urban legend. That's right, it didn't happen. But it's been cited in textbooks and is so widespread that it does provide a great cautionary tale. But only a tale it is, at Chevy's expense. So I hope you don't mind that I cited it in this post.

Chicken Little was right (the sky really is falling).

According to a CNN article released Friday, our ozone layer--or rather the gaping hole in it--will take 15 years longer than expected to close. It won't be until 2065, not 2050 as originally forecast, for the ozone layer (the blue portion on the left there) over Antarctica to recover. Al Gore cannot be pleased. Then again, it does prove his point.

But do consumers care? Care enough to put their collective purchasing power behind earth-friendly products? While green marketing is all the rage right now with marketers, it doesn't appear to be mobilizing our markets.

Customers are certainly buying into all natural and organic, but those are foods and supplements that people ingest, so it's more personal to them. They can see and feel the difference. People tend to focus on initiatives that produce results in the short-term. But 2065 is truly an eternity. The ozone layer and global warming are issues that people feel are by and largely out of their control. And out of control means out of market share.

I'm working on several green products right now and finding the "green benefit" to be a challenging angle to engage customers around. The feedback I'm receiving is that customers like the idea, but they're not invested enough to place the extra money behind earth-friendly products (as with organic, many times these products cost more). So I'm having to leverage the green angle as a secondary benefit since it's not perceived important enough to move into the primary benefit quadrant.

Otherwise, just as Chicken Little's message fell flat, so too may the messages of many marketers. Are any marketers seeing more traction on the green front? Or running into similar challenges?

Mom, the blog is in the mail. (learning to LOVE the learning curve)

My mom is dying to see my blog. She's been nagging me to "send" it to her for a while. Never mind the tricked-out computer I bought her a few years back. Forget the AOL account I've subscribed her to for over 2 years (from which the only e-mail I've received is the test one I sent myself during the training lesson I gave her). She's convinced people "send" blogs to each other all the time. I explained a blog isn't a greeting card.

Still, mom can't get over why people I've never met--much less people who didn't give birth to me--get my blog and not she. So I printed the damn thing out and sent it to her priority mail. While eagerly awaiting my snail-mail blog, mom heard that people "send blogs everyday"...and asked when I will be sending the next one. I've only myself to blame.

Lesson learned: Whenever we marketers think a "quick fix" will quiet our markets, we only serve to create a long-term problem for ourselves. Tedious as it is, be patient with "old world" constituencies, it will only strengthen your relationships--and serves to make you look like an expert. I know it's annoying when people don't get it, but they will. And they will a lot sooner if we learn to love the learning curve.

Don't give up, just give them some extra attention. For the price of buying a few extra books for clients, I've re-upped accounts. And for the time it takes to send prospects some articles or blogs of note, I've solidified entirely new relationships. All because I took a few extra steps when other marketers marginalized them (btw, my bank account thanks you for blowing them off).

As for mom, I'm going to try a new incentive and tell her a "full-color version" of my blog can only be accessed on the computer ("color" is a hot button of hers; she fondly recalls getting her first color TV). Regardless, I've stocked-up on postage.

What tactics are you leveraging to migrate your markets--or your mommas--to this new medium?