Neuromarketing.
A new article in Advertising Age by Mya Frazier takes a look at using neuroscience, or how the brain responds to various stimuli, to determine a consumer's propensity to purchase. According to the article, a company called Neurofocus, based in Berkeley, CA, is completing its 100th research assignment using an EEG machine to measure brainwaves. The company's CEO A. K. Pradeep says, "he needs only your print ads and TV spots, an empty hotel conference room, and a few dozen consumers. For the cost of a copy test, he'll give you back a number he calls the consumer's propensity to purchase."
All the science comments aside, the article raises perhaps a more pointed question: is neuromarketing any better than other current research methodology?
What do you think?
Monday, September 10, 2007
Thursday, September 6, 2007
WoW ... WoM
A new iProspect and JupiterResearch survey indicates that word of mouth (WoM) from friends drives 41% of daily online searches, surpassed only by television advertising. And among those who searched at least weekly, WoM came in FIRST.
Wow (WoW), I always thought word of mouth (WoM) was powerful. But this is impressive.
Wednesday, September 5, 2007
Marketing Funnel? Marketing Spiral? How About Marketing Fruitcake
A new report from Forrester just came out on customer engagement that challenges the traditional marketing funnel model. According to Forrester:
The premise behind the report is that the center of the marketing funnel (consideration and preference) is more complex than many like to believe. This complexity is largely influenced by people's changing behaviors online, fueled by social computing.
Forrester's new model looks somewhat like an instrument played by one of the Who's in How The Grinch Stole Christmas. But yet, it gets the point across, I think.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEichMXFcDJFVAwm8byyBKkHmamIBH2qypH0c_ipVGq-f4j8sEshB2eaT9JfQxLZXEi5GvFU_6GREW0mVf_r91P0FsfauJZXk6vQvHlLjPgrOe8uOywLjsxtTuG0Db2E3_-A48aIaEh9SGc/s320/Marketing+Funnel.gif)
David Armano, over at Logic + Emotion recently suggested the traditional funnel shouldn't be tampered with and have put forth the notion of a marketing spiral instead, indicating the cycles (circles) we make in going through the process of consideration and decision making. This is also an interesting and logical (pardon the pun, David) approach worthy of consideration.
I would like to suggest yet a different model:
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8kHShGX8cf98IYTP-C5PtDPGkEN8v_F1TbuZ4Gi_FNmflaMoGfEUV7Z3ARZ4WQqer23Uknyq0uMVveoWmL3dQ9IG9RlTdfCCU2DpYwsO9Cw_ApAUxBuyh5WS285IvH1DC9IRvWS3yuu0/s320/fruitcake.jpg)
That's right, grandma, a fruitcake. Now, I'm not talking about the much-lampooned fruitcake that gets passed from family to family each year at Christmas.
I guess I see the marketing funnel is more like the recipe to a fruitcake, where an excess of nuts and fruits, often laced with alcohol, are mixed together with some spice and honey and generally improve with age.
As we consider our purchase, it's difficult to sort out the "ingredients" to a decision, but when we take that first bite, the sum total impression of all our experiences (i.e. enter the fruits and nuts) create a sensory overload that propels action. In the case of the traditional marketing funnel (or Spiral), the action is purchase. In the case of fruitcake, the action could be ... well ... use your imagination here.
Today's fruitcakes, I understand, even mix the best of the old world and the new world. How's that for some extra honey? Consider the Jack Daniels Bourbon Cake or the Meyer's Rum Cake. What are they, but some traditional fruitcakes now marketed in the gourmet section of grocery stores.
So, cut yourself a slice, have a cup of coffee and savor the flavor...
The premise behind the report is that the center of the marketing funnel (consideration and preference) is more complex than many like to believe. This complexity is largely influenced by people's changing behaviors online, fueled by social computing.
Forrester's new model looks somewhat like an instrument played by one of the Who's in How The Grinch Stole Christmas. But yet, it gets the point across, I think.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEichMXFcDJFVAwm8byyBKkHmamIBH2qypH0c_ipVGq-f4j8sEshB2eaT9JfQxLZXEi5GvFU_6GREW0mVf_r91P0FsfauJZXk6vQvHlLjPgrOe8uOywLjsxtTuG0Db2E3_-A48aIaEh9SGc/s320/Marketing+Funnel.gif)
David Armano, over at Logic + Emotion recently suggested the traditional funnel shouldn't be tampered with and have put forth the notion of a marketing spiral instead, indicating the cycles (circles) we make in going through the process of consideration and decision making. This is also an interesting and logical (pardon the pun, David) approach worthy of consideration.
I would like to suggest yet a different model:
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8kHShGX8cf98IYTP-C5PtDPGkEN8v_F1TbuZ4Gi_FNmflaMoGfEUV7Z3ARZ4WQqer23Uknyq0uMVveoWmL3dQ9IG9RlTdfCCU2DpYwsO9Cw_ApAUxBuyh5WS285IvH1DC9IRvWS3yuu0/s320/fruitcake.jpg)
That's right, grandma, a fruitcake. Now, I'm not talking about the much-lampooned fruitcake that gets passed from family to family each year at Christmas.
I guess I see the marketing funnel is more like the recipe to a fruitcake, where an excess of nuts and fruits, often laced with alcohol, are mixed together with some spice and honey and generally improve with age.
As we consider our purchase, it's difficult to sort out the "ingredients" to a decision, but when we take that first bite, the sum total impression of all our experiences (i.e. enter the fruits and nuts) create a sensory overload that propels action. In the case of the traditional marketing funnel (or Spiral), the action is purchase. In the case of fruitcake, the action could be ... well ... use your imagination here.
Today's fruitcakes, I understand, even mix the best of the old world and the new world. How's that for some extra honey? Consider the Jack Daniels Bourbon Cake or the Meyer's Rum Cake. What are they, but some traditional fruitcakes now marketed in the gourmet section of grocery stores.
So, cut yourself a slice, have a cup of coffee and savor the flavor...
Monday, September 3, 2007
Tips for Trendwatching
The cool folks over at Trendwatching have put out some great tips for ... well...trendwatching.
Enjoy...
http://www.trendwatching.com/trends/TIPS.htm
Enjoy...
http://www.trendwatching.com/trends/TIPS.htm
Thursday, August 23, 2007
The Telecommuting Planner
Can you phone in planning? Can you web conference planning? Can you find insights in your pajamas?
I, for one, think you can. So, why is no one up for it?
I've read just about everything I could get my hands on about planning, its history, its evolution, its revolution and its forecast from some of the planets top planners in the last six months.
I read every blog from Russell, Gareth, Faris, Grant, Richard and other thought leaders.
I stay close to trend-watchers like Piers and Reinier, among several others. I'm on Facebook, Plannersphere, Flickr, You Tube and read as much as I can find on the evolution of Web 2.0.
I conduct intercept interviews, phone interviews, web groups and polls, focus groups.
I am connected with several quant firms.
I understand how to dig into the client's brand to find those energy and life sources.
I talk with AEs on client business-side matters. I talk with creatives on what's happening in the client's environment and community.
Now ........
Remind me why I need to be in your office 1,500 miles away every day from 8 - 5?
I am officially raising the flag of the telecommuting planner.
I, for one, think you can. So, why is no one up for it?
I've read just about everything I could get my hands on about planning, its history, its evolution, its revolution and its forecast from some of the planets top planners in the last six months.
I read every blog from Russell, Gareth, Faris, Grant, Richard and other thought leaders.
I stay close to trend-watchers like Piers and Reinier, among several others. I'm on Facebook, Plannersphere, Flickr, You Tube and read as much as I can find on the evolution of Web 2.0.
I conduct intercept interviews, phone interviews, web groups and polls, focus groups.
I am connected with several quant firms.
I understand how to dig into the client's brand to find those energy and life sources.
I talk with AEs on client business-side matters. I talk with creatives on what's happening in the client's environment and community.
Now ........
Remind me why I need to be in your office 1,500 miles away every day from 8 - 5?
I am officially raising the flag of the telecommuting planner.
Wednesday, August 22, 2007
OK, I admit it ... I love Advergirl
Here I am, blushing, and kicking at the ground, but dog-gone-it ... I'm a fan of Advergirl. I can always open up her blog and find something interesting or fun to read. She offers advice, topical information, trends and does it all with a smile. Why, she can take a nothing day, and suddenly make it seem worthwhile.
Thanks for the posts, Advergirl!
Thanks for the posts, Advergirl!
Monday, August 20, 2007
Thoughts on the VCU CD Conference
I've been reading about the creative directors executive training that took place recently at the VCU AdCenter. One of the insights to come out of the conference was to do Strategy and Creative together - at the same time.
I attended an executive training program at the VCU AdCenter in May for account planners. I heard the same thing then.
So ... I wonder ... why do they do these executive training programs independently? If Strategy and Creative works best when done simultaneously, then shouldn't the training programs work the same way?
I attended an executive training program at the VCU AdCenter in May for account planners. I heard the same thing then.
So ... I wonder ... why do they do these executive training programs independently? If Strategy and Creative works best when done simultaneously, then shouldn't the training programs work the same way?
Thursday, August 9, 2007
Got some time on your hands ... check out these 100 websites
From the good folks at TED, here are their list of 100 websites that you should know and use.
Happy Surfing!
CURIOSITY & KNOWLEDGE
http://www.reuters.com/
http://www.research.philips.com/
http://www.readme.cc.png/
http://www.podtropolis.com/
http://www.papertoys.com/
http://www.new7wonders.com/
http://www.lipsum.com/
http://www.thomasedison.org/
http://www.beelinetv.com/
http://www.useit.com/
www.submarinechannel.com/titlesequences
http://www.visual-literacy.org/
http://www.cartype.com/
http://www.captology.stanford.edu/
http://www.bannerblog.com_au/
http://www.ge.com/
http://www.curiosityshoppeonline.com/
http://www.creativecommons.org/
http://www.lawsofsimplicity.com/
http://www.gnu.org/
http://www.digg.com/
GRAPHICS, MUSIC & ARTS
http://www.yugop.com/
http://www.vincent-vella.com/
http://www.uva.co.uk/
www.tutorialblog.org/free-vector-downloads
http://www.tate.org.uk/
www.squidfingers.com/patterns
http://www.sohodolls.co.uk/
http://www.radioblogclub.com/
http://www.photogravure.com/
www.netdiver.net/illustration
http://www.mine-control.com/
http://www.matthewmahon.com/
http://www.marcelod2.com.br/
http://www.magwerk.com/
http://www.kraftwerk.blocmedia.net/
http://www.headbangers.tv/ *
www.grupow.com/circulo
http://www.creaturesinmyhead.com/
http://www.bernhardwolff.com/
http://www.arturofuentes.com/
http://www.alennox.net/
E-COMMERCE EXPERIENCE
http://www.colette.fr/
http://www.imaginemusicstore.com/
http://www.canyon.com/
http://www.coft1.com/
http://www.heftyrecords.com/
http://www.ourtype.be/
http://www.freddyandma.com/
http://www.nikeid.nike.com/
http://www.feelthepower.biz/
http://www.shopcomposition.com/
http://www.oneill.com/
http://www.agentprovocateur.com/
SEARCHING & FINDING
http://www.trendwatching.com/
http://www.thefwa.com/
http://www.springwise.com/
http://www.scirus.com/
http://www.scholar.google.com/
http://www.podcasts.yahoo.com/
http://www.msdewey.com/
http://www.maps.live.com/
http://www.chacha.com/
http://www.books.google.com/
ONLINE RESOURCES
www.infopresse.com/prixboomerang
www.rjnet.com.br/2velocimetro_php
http://www.vixy.net/
http://www.kuler.adobe.com/
http://www.wikitravel.org/
http://www.thinkingwithtype.com/
http://www.dominiopublico.gov.br/
http://www.madehow.com/
http://www.icp.org/
http://www.howstuffworks.com/
http://www.dafont.com/
http://www.dictionary.reference.com/
http://www.gutenberg.org/
http://www.nationmaster.com/
http://www.en.proverbia.net/
http://www.del.icio.us/
http://www.touchgraph.com/
TOP INTERACTIVE EXPERIENCE CREATORS
http://www.2advanced.com/
http://www.akqa.com/
http://www.almapbbdo.com.br/
http://www.artless.gr.jp/
http://www.bigspaceship.com/
http://www.d-o-e-s.com/
http://www.domanistudios.com/
http://www.eurorscg4d.com/
http://www.farfar.se/
http://www.firstbornmultimedia.com/
http://www.group94.com/
http://www.heiwa-alpha.co.jp/
http://www.hi-res.net/
http://www.lowetesch.com/
http://www.mecano.ca/
http://www.northkingdom.com/
http://www.rga.com/
http://www.soleilnoir.com/
http://www.wefail.com/
Happy Surfing!
CURIOSITY & KNOWLEDGE
http://www.reuters.com/
http://www.research.philips.com/
http://www.readme.cc.png/
http://www.podtropolis.com/
http://www.papertoys.com/
http://www.new7wonders.com/
http://www.lipsum.com/
http://www.thomasedison.org/
http://www.beelinetv.com/
http://www.useit.com/
www.submarinechannel.com/titlesequences
http://www.visual-literacy.org/
http://www.cartype.com/
http://www.captology.stanford.edu/
http://www.bannerblog.com_au/
http://www.ge.com/
http://www.curiosityshoppeonline.com/
http://www.creativecommons.org/
http://www.lawsofsimplicity.com/
http://www.gnu.org/
http://www.digg.com/
GRAPHICS, MUSIC & ARTS
http://www.yugop.com/
http://www.vincent-vella.com/
http://www.uva.co.uk/
www.tutorialblog.org/free-vector-downloads
http://www.tate.org.uk/
www.squidfingers.com/patterns
http://www.sohodolls.co.uk/
http://www.radioblogclub.com/
http://www.photogravure.com/
www.netdiver.net/illustration
http://www.mine-control.com/
http://www.matthewmahon.com/
http://www.marcelod2.com.br/
http://www.magwerk.com/
http://www.kraftwerk.blocmedia.net/
http://www.headbangers.tv/ *
www.grupow.com/circulo
http://www.creaturesinmyhead.com/
http://www.bernhardwolff.com/
http://www.arturofuentes.com/
http://www.alennox.net/
E-COMMERCE EXPERIENCE
http://www.colette.fr/
http://www.imaginemusicstore.com/
http://www.canyon.com/
http://www.coft1.com/
http://www.heftyrecords.com/
http://www.ourtype.be/
http://www.freddyandma.com/
http://www.nikeid.nike.com/
http://www.feelthepower.biz/
http://www.shopcomposition.com/
http://www.oneill.com/
http://www.agentprovocateur.com/
SEARCHING & FINDING
http://www.trendwatching.com/
http://www.thefwa.com/
http://www.springwise.com/
http://www.scirus.com/
http://www.scholar.google.com/
http://www.podcasts.yahoo.com/
http://www.msdewey.com/
http://www.maps.live.com/
http://www.chacha.com/
http://www.books.google.com/
ONLINE RESOURCES
www.infopresse.com/prixboomerang
www.rjnet.com.br/2velocimetro_php
http://www.vixy.net/
http://www.kuler.adobe.com/
http://www.wikitravel.org/
http://www.thinkingwithtype.com/
http://www.dominiopublico.gov.br/
http://www.madehow.com/
http://www.icp.org/
http://www.howstuffworks.com/
http://www.dafont.com/
http://www.dictionary.reference.com/
http://www.gutenberg.org/
http://www.nationmaster.com/
http://www.en.proverbia.net/
http://www.del.icio.us/
http://www.touchgraph.com/
TOP INTERACTIVE EXPERIENCE CREATORS
http://www.2advanced.com/
http://www.akqa.com/
http://www.almapbbdo.com.br/
http://www.artless.gr.jp/
http://www.bigspaceship.com/
http://www.d-o-e-s.com/
http://www.domanistudios.com/
http://www.eurorscg4d.com/
http://www.farfar.se/
http://www.firstbornmultimedia.com/
http://www.group94.com/
http://www.heiwa-alpha.co.jp/
http://www.hi-res.net/
http://www.lowetesch.com/
http://www.mecano.ca/
http://www.northkingdom.com/
http://www.rga.com/
http://www.soleilnoir.com/
http://www.wefail.com/
The Power of New Furniture
We just got new furniture for our living room. The kind where every cushion you plant your fanny reclines. So here we are last night, my entire family all sitting on nubuck leather sofas, loveseats and "snugglers" (yes, that's what the salesman said it was). And we're all reclining. I wish someone would have stood on a chair and taken a picture of us. It was the pinnacle of couch-potatoism.
But, then something happened. The dogs were scratching at the door to get in. It's 100 degrees outside and we're reclined in a cool 73 degrees living room with ceiling fans gently humming above us. The power of the furniture held us in place. Eyes darted left and right. Will he get up to let the dogs in? Will she get up to let the dogs in? Or will the power of the furniture hold us fast.
It did.
(But only for a few more precious moments, for all you animal lovers out there.)
But, then something happened. The dogs were scratching at the door to get in. It's 100 degrees outside and we're reclined in a cool 73 degrees living room with ceiling fans gently humming above us. The power of the furniture held us in place. Eyes darted left and right. Will he get up to let the dogs in? Will she get up to let the dogs in? Or will the power of the furniture hold us fast.
It did.
(But only for a few more precious moments, for all you animal lovers out there.)
Moving from Consumer to Raving Fan
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJlAXPP1he7HKPH7WDpkktBnI-BSPTUnwyLQlIJNPSvC66z3LRHeXFt3edmP_kKk4MWoVp165DmpBt102bFiPEp1JIPSA16sdfOWce4hmpkKyazRTAZpopbAOfK_wo0FGAu3fymEG7h0k/s400/fancycle.jpeg)
I've always talked to my clients about how we want to move their target audience from being simply a consumer or casual user to a raving fan. That is an environment that goes beyond product. It, well, goes to the environment. Everything about the company or the brand must be absorbed into the psyche of the individual. At that point, it's no longer about marketing. Marketing ceases to exist. It's about giving people a chance to DO things, not an excuse to SAY things to them.
This post from the Brains on Fire blog got me again on my soapbox for clients to aim higher ... beyond loyalty programs to raving fans.
Plus this cool graphic is a great illustration of that movement.
Wednesday, August 8, 2007
I'm a dinosaur - you're a dinosaur - we're all dinosaurs (or we'll be on Digitas's payroll)
Yes, as the title of this New York Times article reads: It's an Ad, Ad, Ad, Ad World. The future of advertising according to Digitas turned my happy hump day into holy hell day.
I believe it was David Bowie who once said, "I've seen the future. It's Kraftwerk." For those who went through the New Wave '80's, you'll remember this band (maybe). For others, the quote is as meaningless as the band.
I'd like to think as ambitious and phantasmagorical that David Kenny's dream is ... it's likely Kraftwerk.
But ... I'm no David Bowie either.
http://www.nytimes.com/2007/08/06/business/media/06digitas.html?ex=1344139200&en=cce5715cb4999238&ei=5124&partner=permalink&exprod=permalink
I believe it was David Bowie who once said, "I've seen the future. It's Kraftwerk." For those who went through the New Wave '80's, you'll remember this band (maybe). For others, the quote is as meaningless as the band.
I'd like to think as ambitious and phantasmagorical that David Kenny's dream is ... it's likely Kraftwerk.
But ... I'm no David Bowie either.
http://www.nytimes.com/2007/08/06/business/media/06digitas.html?ex=1344139200&en=cce5715cb4999238&ei=5124&partner=permalink&exprod=permalink
4A's Planning Conference and Where Planning is Heading .... Or is it?
Here's a link to the Influx Branding blog where they interview the gurus at Headmint and Zeus Jones.
One of the first sentences grabbed me immediately because I've been saying this for the last couple of years. "He suggested planners should develop a new set of tools because the ones they are using are 20 years out of date."
Duh!
We need to do a much better job at not only spending time getting into the heads of our client's consumers, but we need to do a better job at inventing better ways of doing this.
There needs to be more post-education portals and universities with the brightest planners today, raising a new crop of thinkers.
Anyway, I'm rambling. Very good read. Check it out. Thanks to Influx.
http://www.influxinsights.com/blog/article/1503/aaaa-s-planning-conference--zesus-jones-and-the-future-of-planning.html
One of the first sentences grabbed me immediately because I've been saying this for the last couple of years. "He suggested planners should develop a new set of tools because the ones they are using are 20 years out of date."
Duh!
We need to do a much better job at not only spending time getting into the heads of our client's consumers, but we need to do a better job at inventing better ways of doing this.
There needs to be more post-education portals and universities with the brightest planners today, raising a new crop of thinkers.
Anyway, I'm rambling. Very good read. Check it out. Thanks to Influx.
http://www.influxinsights.com/blog/article/1503/aaaa-s-planning-conference--zesus-jones-and-the-future-of-planning.html
Friday, July 20, 2007
Did you know?
Have a look at this video and tell me if it doesn't raise goosebumps on your forearms?
This video will have you thinking for the rest of the day, without a doubt.
http://www.randomculture.com/random_culture/2007/07/did-you-know-20.html
This video will have you thinking for the rest of the day, without a doubt.
http://www.randomculture.com/random_culture/2007/07/did-you-know-20.html
Thursday, July 19, 2007
The coolest website 'eva!
Oh, I could play this for hours and hours, but I can't imagine a player like Malenchite. Wow...
Go check it out and be prepared to have fun ... and waste A LOT of time.
Enjoy!
http://www.humanbraincloud.com/
Go check it out and be prepared to have fun ... and waste A LOT of time.
Enjoy!
http://www.humanbraincloud.com/
Can Planners Really Be The New Creatives
Wonderful video from the PFSK Conference in London. A panel discussion of creatives and planners on the topic of 'Can Planners Really Be The New Creatives'
Interesting and well worth watching.
Check it out at
http://www.randomculture.com/random_culture/2007/07/can-planners-be.html
Interesting and well worth watching.
Check it out at
http://www.randomculture.com/random_culture/2007/07/can-planners-be.html
Monday, July 16, 2007
Neuromarketing
Found an interesting blog on neuroscience - specifically neuromarketing - featuring some interesting posts on advertising's effect on the mind and the way we interpret and interact with advertising.
Great reading ... check it out:
http://www.neurosciencemarketing.com/blog/
Great reading ... check it out:
http://www.neurosciencemarketing.com/blog/
Saturday, June 30, 2007
Why do all good things come to an end
I was just listening to pint-size Furtado sing this song and realized (perhaps for the first time in my life) that endings are good because they create new beginnings. And, frankly, beginnings are a hell of a lot more exciting than endings. Beginnings are fresh and smell new. You're learning, fumbling, fitting in. You're experimenting. Pushing boundaries yet trying to walk the established line at the same time.
So, what's about to end for you? My advice: let it go. End it. Get it over with. Put it out of its misery. Get on to something new. Get on to screwing up again - maybe for the first time in a long time. Face it, you're on autopilot now anyway. Step out of that Cessna, whose controls you know all too well, and step into the Space Shuttle. You'll sweat. Your neurons will fire faster than Vanilla Ice's rise to fame and plummet into ridicule.
So, to answer the question, "why do all good things come to an end?" Frankly, they need too. After all, in a larger cosmic sense, it must, because it's all cyclical anyway. In a more practical sense, if you think a little deeper than the surface where all the emotions live, the good times weren't all that good. They were pretty fucked up at times.
So, move on people. Make some new good times. Hell, make some new bad times.
Just make something new.
Just make something new today.
So, what's about to end for you? My advice: let it go. End it. Get it over with. Put it out of its misery. Get on to something new. Get on to screwing up again - maybe for the first time in a long time. Face it, you're on autopilot now anyway. Step out of that Cessna, whose controls you know all too well, and step into the Space Shuttle. You'll sweat. Your neurons will fire faster than Vanilla Ice's rise to fame and plummet into ridicule.
So, to answer the question, "why do all good things come to an end?" Frankly, they need too. After all, in a larger cosmic sense, it must, because it's all cyclical anyway. In a more practical sense, if you think a little deeper than the surface where all the emotions live, the good times weren't all that good. They were pretty fucked up at times.
So, move on people. Make some new good times. Hell, make some new bad times.
Just make something new.
Just make something new today.
Wednesday, June 13, 2007
How Fast Is Too Fast?
I received a survey tonight from my internet service provider asking about my experience with their service. While generally satisfied with the service, support and general functions, I am not satisfied with the speed of my Internet connection. Even at the highest levels. Imagine the surprise of my provider. "What? We have the fastest connection available in your area!"
So?
Is that supposed to make me feel better? No. Open up the pipes and give me service at home that is offered to high-technology businesses. Truly. Why not? Do I surf differently when I take off my coat and tie from the office and slip into my Hugh Hefner robe at home? No ... my net habits do not change from the office to the home. I like it fast, baby.
So, in the words of Sammy Hagar, "Take my license and all that jive, I can't drive 55."
So?
Is that supposed to make me feel better? No. Open up the pipes and give me service at home that is offered to high-technology businesses. Truly. Why not? Do I surf differently when I take off my coat and tie from the office and slip into my Hugh Hefner robe at home? No ... my net habits do not change from the office to the home. I like it fast, baby.
So, in the words of Sammy Hagar, "Take my license and all that jive, I can't drive 55."
Everybody Needs Passion
I read a story once of an adman who kept a card in his breast pocket that read: "They may be right." He would pull out that card before going into a client meeting. I once thought that was a poor way to start a meeting in regards to self-confidence and belief in your own ideas. However, I've altered my opinion somewhat. (Although I would never look at the card before a client meeting, still.)
I was reading comments from one of my clients on a creative brief. They were bristling, sometimes blistering comments. I read it once and put it away, moving on to the next project. Then a day later I picked up the brief again, shut my door, and read the comments with more empathy for the client. I tried to imagine the client's mindset as he wrote these comments. What was he REALLY trying to say to me?
And it dawned on me ... they may be right. In fact ... the client was right on several points.
I realized that the client had put more passion into their comments than I put into the brief. And that's the real lesson here for me: never let your client have more passion for a brief than you. Never be "one-up'd" by a client's passion for a communication piece. They can bring more facts and realities to the table all day. But never ... never ... let them be more passionate about key insights and ideas for the communication. If you try to keep this pace - work towards this goal - you will write better briefs.
I was reading comments from one of my clients on a creative brief. They were bristling, sometimes blistering comments. I read it once and put it away, moving on to the next project. Then a day later I picked up the brief again, shut my door, and read the comments with more empathy for the client. I tried to imagine the client's mindset as he wrote these comments. What was he REALLY trying to say to me?
And it dawned on me ... they may be right. In fact ... the client was right on several points.
I realized that the client had put more passion into their comments than I put into the brief. And that's the real lesson here for me: never let your client have more passion for a brief than you. Never be "one-up'd" by a client's passion for a communication piece. They can bring more facts and realities to the table all day. But never ... never ... let them be more passionate about key insights and ideas for the communication. If you try to keep this pace - work towards this goal - you will write better briefs.
Tuesday, June 12, 2007
Honesty
I had a conversation with a client yesterday where we both were completely honest with each other about our careers and future dreams. It was so liberating to express where I wanted to go in my career that may directly impact this client. Likewise for my client to express with such honesty where he/she wanted to go career-wise that may directly impact this agency.
Does that send up red flags?
I don't think so.
I think our relationship just got a little deeper and our connections a little stronger.
Now, time to stop blogging and go get to work for this client!
Does that send up red flags?
I don't think so.
I think our relationship just got a little deeper and our connections a little stronger.
Now, time to stop blogging and go get to work for this client!
Sunday, June 10, 2007
Paul Lavoie of Taxi says ...........
VCU AdCenter Planning Conference
I just returned on Friday 6.8 from a weeklong executive training program for planners at the VCU AdCenter in Richmond, VA. Amazing program, presenters, workshops and 20 other colleagues planning in agencies from small to global.
My planning hero, Russell Davies, was one of the presenters. Russell talks a lot these days about "interestingness". It's an (pardon the pun) interesting point that ROI, ad recall, effectiveness, sales ... none of this makes any difference if your communication isn't interesting to the target. Being interesting means that you're worth paying attention to, playing with, thinking about, etc. In a time where our clients compete with everything from Shakira to Shakespeare, we must strive to be interesting first.
That's my goal this week (among many) is to create briefs - create conversations - that are interesting first, above all. Then, look for opportunity to get my key message in once I have attention.
My planning hero, Russell Davies, was one of the presenters. Russell talks a lot these days about "interestingness". It's an (pardon the pun) interesting point that ROI, ad recall, effectiveness, sales ... none of this makes any difference if your communication isn't interesting to the target. Being interesting means that you're worth paying attention to, playing with, thinking about, etc. In a time where our clients compete with everything from Shakira to Shakespeare, we must strive to be interesting first.
That's my goal this week (among many) is to create briefs - create conversations - that are interesting first, above all. Then, look for opportunity to get my key message in once I have attention.
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