• Frozen-meal marketing is radically different from that of ’60s TV dinners
• The bus bench doesn’t sit here anymore
• Polaris Marketing Research Survey Shows Phones Aren’t Just for Voice Anymore
• Merriam-Webster adds ‘tweet,’ other new words

These articles all have a kind of hand-wringy tone that I find striking.  New is here, and it’s scary.  We just can’t count on traditional frozen-meal marketing, Merriam-Webster, phones, traditional advertising, etc. etc. etc. anymore.

What's new? How is the world treating you?

I’m sure my view is influenced by both my job as a marketing professional and the fact that I started my business at a time when the bottom seemed suddenly to have dropped out of everything traditional, reassuring, and good.  But honestly, new isn’t that bad.  (New isn’t even really that new, when you look at the underlying principles that make stuff work, but that might be another blog post).  In fact, the terror of New can be really invigorating to a company’s business processes, budgets, and attitudes.

We’re working a lot these days with a client who has seen their industry almost die in the past four years.  They have been pushed to the brink by financing issues, public opinion, and internal change…and they’ve pushed through and are dramatically recreating not just their outward-facing brand identity, but their methods of doing business.  The radical approach isn’t that radical on the one hand — they’re listening to their customers and leveraging an extremely conservative marketing budget.  But they’re facing new head-on, and any hand-wringing is soon replaced by acting, adapting, reaching, and growing.  I guess there’s no way of knowing what would have happened if New hadn’t come along to shake things up, but I like the changes I see and I think they do, too.  For now, I must conclude that New is Scary is Good, even when the scary seems huge. — Erin

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Expect to see it splashed across all elements of Americana over the next few years.  Denim on denim, american work ethic and a “cowboy” get-er-done mentality.  The twist I am seeing is this approach with an environmental conservation twist.  Gap is now asking people to bring in their old, tired jeans and get money off for a new pair.  They will then turn the old jeans into insulation for houses.  Read about it here. It’s working people.  The tide is shifting from the take, take, take of the culture we grew up with and is now intermingled with feel free to take (buy) as long as you are putting something back, or being responsible with what you are taking.

What does this mean for marketing?  3 tips for a greener marketing campaign:

1. Tie your campaign to a non-profit of some sort.  Our clients have been seeing great success when doing this, and feeling good about what their selling because a portion of it is going back to the community or doing good for the world at large.

2. Consider recyclable paper for direct mail campaigns, or don’t use paper at all.  There are a plethora of ways to get the message out without using paper.  The obvious being email, social media, word of mouth, parties, but a colleague of ours in Minnesota at Element Six is doing some amazing green marketing efforts.

3. If you must insist or need to do a traditional marketing campaign, add some sort of message that points to sustainability, or some sort of green tip that applies to your target demographic.

It’s fun to discover what happens when you start to think outside of the box and put a limits around your campaign.  Most often you come away with a much more memorable campaign that is exponentially stickier.

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What is the recession teaching us?  We don’t need as much stuff, flash, we can recycle, reuse, scale back.  Ralph Lauren is at the forefront of this movement. When watching his Spring 2010 fashion show last fall I saw uniquely American themes emerge.  It was a reminder that we can be as resilient as our grandparents.  That denim is yummy again.

And this seems to be the design that has emerged out of forced budget cuts, looking to save money in any way possible.  Orange on orange, green on green, different shades of gray.  All of this means a 2 color process when printing, instead of a 4 color process.  It means adaptability.  I find I am most creative when I am told to come up with something but I have to abide by major constrictions.  This is how inventions are born and great ideas come alive.

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Hyperlocal:  I finally gave in and joined Foursquare this week, amid a huge buzz around the growing power of hyperlocal social media applications.  This coincided nicely with Twitter’s (Denver-snubbing) rollout of local trending topics,  Yelp’s rollout of sundry cyberstalking technology for its app, and an extremely thought-provoking article by Andrew Hyde on the implications of this technology (and why he’s opting out).

Hyperhyped:  In case you were in a remote cave this week, I’ll break the news…Mac announced its iPad technology on Wednesday  to great hubbub and furor.  Cue the inevitable Mac/PC mockery and bickering between me and Juli (a Mac evangelist who eventually bemoaned the technology’s lack of camera and lame failure to properly use the space of the tablet).  And cue rabid fanboys, drama about its ill-conceived and poorly-tested name, and users delighted (hey, maybe it will improve AT&T’s sucky service!), bummed (wait, it won’t save print media?), and confused about various features and prices (or lack thereof).  Which all begs the question…isn’t the hype kind of the point?  Success or failure, the iPad controversy/expectation/spin machine has people talking, speculating, and refreshing their favorite sites.  Oh, for an audience of millions.

Hyperhelpful:  As websites cut the b.s. and pare down the heavy Flash and SEOverload for more nimble, flexible content management and simpler messaging, we’re encouraged to see more focus (and buzz) about helping others.  More and more, the businesses who catch our limited attention and keep it are ones that have honed in on the ways in which they serve their customer bases.  When you get away from service, you get away from your voice and your value…and even worse, you risk alienating your base.  Here’s a great article on how the helpful effect actually boosts credibility in the social media sphere (via today’s excellent SmartBrief on Social Media, one of the must-reads in my crowded inbox).  Want some ideas on how to leverage social media and Web tools to the advantage of all?  We’ve got your back.

What’s your favorite story of the week?  Let us know!

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Let ideas dictate marketing strategies and advertising executions/media, not the other way around.

CP+B is known for its polarizing, super-sticky, often cringeworthy ad campaigns for companies like Coke Zero, Burger King, and Old Navy.  And much of their success comes from their stellar ideation and struggle to turn boring old advertising tropes like the taste test and the fashion model on their heads.  They do so with what Steve called the “press release” approach, creating a one- or two-line newsworthy hook for a campaign that then dictates execution channels.

Why let ideas lead executions instead of the other way around?  Steve had this to say:

• Executions look backward.  How can you innovate when you’re strangled by preconceived notions?
• Executions constantly evolve, potentially leaving you (and your campaign) in the dust when they change.
• Executions limit your ability to discover universal insights.  Look for the insight first, not the other way around.

On the other hand…

• Ideas have no expiration date.  There’s no time period on an idea, which means it’s flexible and opens up possibility.
• Ideas can adapt to new media and new execution strategies.
• Ideas will always have value.

I came away reminded that a great idea (or voice, or viewpoint) can lead great writing.  But I also wish that Steve had touched on the reality for the rest of us…people who don’t work at an agency that’s been gifted with universal trust, unlimited funds, huge and skillful staffs, and in-house bike mechanics.  Many a contract worker or strategist works within strict budgets and with clients wary of ideas that go off the beaten path.  Still, Steve’s primary message, that your campaign is only as strong as your underlying, newsworthy idea, is well taken.

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Here’s a quick roundup of what’s what in the world of marketing, media, and brand strategy:

• Death to buzzwords.  Finally!  Someone else is taking up the anti-buzzword buzzkill.
• Crocs CEO resigns, is replaced.  Not news to many who have been following the ups and downs of this early-stage success story.  My prediction:  Crocs will get worse — way worse — before it gets better.  It’s dealing with oversaturation, intense competition and knockoffs, and some sad brand stigma.
• LinkedIn is not Twitter. I repeat, LinkedIn is not Twitter.  [Via Deb Kolaras]
• Wait, what?  Pepsi is starting throwback branding in addition to its lame new branding?  Color me confused.

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It’s time for today’s best free marketing tip:  ask questions, already!

Forgive me if this is a no duh, but I am always shocked at the number of times I ask clients or potential client when the last time they asked a new lead how they heard of them…and get a blank stare, complete with crickets.

Chirp…chirp…

Here are my five favorite questions to help you expand and grow your business:

• How did you hear about us? Simple to ask, this question can deliver HUGE marketing results.  If you suddenly find that 10 out of 20 potential leads have heard from you from a friend, it may be time to kick that person a referral bonus or develop an ongoing referral relationship.  If none of them came from the Web, maybe it’s time to retool that site or look into SEO.  With a bit of tracking and a ton of consistency, this question can be the #1 tool in your marketing arsenal.  See today’s SmartBlog on Social Media for more info on measuring your word of mouth.
• So…Do you want to buy? So many people make a great pitch…and never get around to actually asking for the sale.
• What do you need? This could seem like a no-brainer, but all too often I see companies that offer a product or service that nobody needs.  Let this question guide your marketing and you’ll be directed to results.
• How will I measure return on investment? This one can save you some major marketing moolah.  If you don’t know how you’ll measure the results, how will you know if your marketing dollars have been spent wisely?  If you don’t have tracking systems in place now, get them.  In this economy, you should know the direction of every marketing dollar you spend.
• How can I help? Have you ever had that friend who hijacks every conversation with their latest saga?  Don’t be that friend.  Make yourself helpful to others and you can’t help but increase the reputation and stature of your business. You might even make a few friends along the way.

Photo courtsey of Orin Optoglot.

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In the midst of all the pre-holiday frenzy, it’s important to give back.  We put a lot of thought into the potential of holiday gifts this year…after all, we want to thank our friends and our amazing clients for their support and patronage.  Still, it just didn’t seem right in this economy and given the struggles of people less fortunate than us.

Instead, we decided to donate money to two of our favorite charities, World Vision and Heifer International.  We love their proactive focus on eradicating poverty and supporting business in developing countries through a diverse set of programs that really make a difference in the world. Yes, our clients can still expect some pretty cards and some holiday cheer…with a purpose.

What do you think about holiday gifts?  Has your holiday mentality changed this year?  What charities do you support?

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It just goes to show that no matter how annoying the means (visual overload and virtual harassment), the end (brand recognition) is king.  Does TBS care that I hate Frank TV?  Nope.  That I know about it is enough.

Whether I will watch it remains to be seen…I found the ads just too irritating.  But for name recognition, obtrusiveness and in-your-face repetition seems to do the trick.  Over-the-top, spewing from the corner ads are just another incarnation of the kid in school who put her hand up first, wriggling from head to toe, just patient enough to wait until she was called on…guess which kid I was?

Moral of the story:  Be noticed.  But not annoying.

• Old New York Times article on the phenomenon
• Mental Floss weighs in
• The Day The News Crawl Was Born (the ad-from-hell’s cousin, the news ticker)
• More about the show we all love to hate

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Your pitch should not be all about you, it should first be about my audience and next me the blogger, and how my readers will benefit from your product or service, and how I the blogger will benefit by posting about your product. [Italics mine]  As a blogger this is what I care about; relevance, quality, traffic, exposure, and revenue.

So many people pitch from a purely self-motivated perspective.  They forget that, whether it’s a blog or a major newspaper, audience matters.  If you have the demographic wrong or are just plain opting for the blanket cover-every-possible-base approach, your chances of success are woefully small compared to if you targeted one or two publications that you researched, read, and analyzed.

Bottom line:  do your homework.  A little respect for the people who could enhance your career goes a long way.

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