Category Archives: Word of Mouth

The Elephant and the Fruit Fly

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There are a lot of allegorical references to how speed is the answer to ruling your market. It is true that being first to market is a powerful positioning tool. We have flipped the story of the tortoise and the hare. We have accepted that faster equals better.

But what if the key indicator of success isn’t how fast something happens. What if it isn’t even WHAT happens?

Let’s leave the tortoise and hare behind for a moment and pick up another fable – the Elephant and the Fruit Fly.

Fruit flies are born quickly. They swarm and die quickly. As soon as one dies, it seems it is replaced by ten others. They are annoying, but you don’t really remember one more than another… just that you want to avoid them next time.

What about elephants? They’re not known for their speed, but seeing one is special. If you saw one today, you’d probably tell everybody you know about it. They have personality and character. Elephants are memorable. If one dies, it is not easily replaced.

So, here’s the big question: Between the Elephant and the Fruit Fly, which one does your message resemble?

On Being Patronizing

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The Mona Lisa

I rented and watched the movie The Soloist the other day. I want to buy it now. My wife asked me if I really thought we would watch the film enough to justify buying it.

I don’t.

I just want to support a good film and have it as a reminder of its message.

This made me thing about why I buy, or don’t buy, certain things from certain places. I don’t have the same intention to seek out and support something “good.”

If we endorse what we buy, then shouldn’t we buy what we endorse? As Seth Godin said, we get what we pay for.

Some of our most cherished works of art originated from the Renaissance. Without the Medici family, many of these works would not have been created. Lorenzo de Medici supported artists from Leonardo da Vinci to Michelangelo. So, without patrons, The Mona Lisa and the ceiling of the Sistine Chapel would not exist for our appreciation.

What we need today are “many micro-Medicis.” We need small armies of patrons who recognize what they appreciate and are willing to support it. Buy from manufacturers with good labor standards. Buy from stores that support the community. Donate to churches involved in good work. Donate to candidates who not only stand on proper (however you define it) values… but prove it with the way they operate their campaign. And yes, purchase movies that communicate rich and powerful messages.

“Patronizing” should cease to connotate negativity. We should all aspire to be more patronizing.

Thanks

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I just want to give thanks today:

Thanks to you for reading my blog.  I’m grateful for my audience, no matter how small.

Thanks to David Walker and the folks who put on Tulsa Techfest this week.  They did a great job organizing a very impressive event.

Thanks to those who came to hear what I had to say about Word of Mouth Marketing.  I had a great time presenting and my favorite part was the sharing of audience comments and ideas during and after the preso.  Thanks for participating!

Top 5 Ways Advertisers Use Camouflage

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The military spends tons of money to make something blend in and then loses it. Sounds pretty stupid when the army does it, yet advertisers do something even more inept. They spend an insane amount of money buying ad space to get attention, but then camouflage their ads. They still remain invisible because of clutter, attention-spans (Oh, look, there’s a bird!) and generic messages.

Top 5 Ways Advertisers Use Camouflage:

1. Look like the competition.

Ads should highlight what makes you special. To quote the Incredibles, “When everyone is special, then no one is.” That’s especially true when everyone tries to be special in the exact same way.

This Reebok ad is very similar to the Nike ad below (10 years before the Reebok ad).

(source: AdPulp)

Let me emphasize this point.

One of my clients has an employee who previously worked for the competition. Before I worked with this client, their ads were very similar to their biggest competitor’s spots. The employee said before we came in and changed my client’s ads, the competition always knew when my client was advertising because they had more shoppers coming in THEIR doors.

By looking like their competition, my client was sending customers to ‘the enemy.’

2. Advertise where all the competition is.

Why do advertisers have to be right next to their competition? It’s like the CEO went to the marketing department and said, “Castrol is on a NASCAR, why aren’t we?” So then their logo is slapped next to MOROSO and something unreadable (even in a close-up) typed in a script font.

What if you had the audience to yourself, like Sweet Pete’s Bicycle:

(source: Guerrilla Promos)

You get an audience all to yourself.

Likewise, an motor oil company could “rent” a parking spot from their local Auto Zone. Place a temporary sign stating the spot is reserved for users of their product because their engine runs better, fewer leaks, etc.

3. Being irrelevant.

Who cares:

How long your furniture store has been in business?
You’re the #1 car dealer in the metro area?
Your kid is in your TV ad?

When creating your ad, only think and talk of yourself and the customer never will.

Think and talk about the customer and your relationship with them, and they’ll reciprocate.

4. Never change the ‘wrapping paper’.

Has anything changed in your business over the last five years? I would guess so. Then why are you running the same ads?

First, those who didn’t respond to your message yet, won’t.

Second, maybe some responded and didn’t like it. Now they think nothing changed and they’ll still be dissatisfied.

I’m not saying you have to change the brand message, but give it some new wrapping paper every once in a while. If you have a powerful enough message, then it should have legs to adapt.

5. Basically… play it safe.

Being different seems risky. But being the same is even riskier.

“If you don’t like change, you’re going to like irrelevance even less.”
— General Eric Shinseki, retired Chief of Staff, U. S. Army

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If you’re going to spend money, time and effort crafting a message… don’t throw it all away by painting it camouflage.

Conspiracy vs. Collaboration

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There are two models of communication at play today.

Conspiracy or Collaboration

There are times when conspiracy is a necessary evil. Most of the time though, conspiracy is a detriment to our relationships. It limits us and pits us against one another.

Which do you use in your business?

… in your church?

… with your friends and family?Conspiracy

Collaboration
How do you want others to communicate with you?

Moving to The Frontline

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Some dreams are lived. Some die. Others change.

For almost two years, I’ve been the creative director at Beyond Marketing & Advertising. I started that endeavor with high expectations for what I could accomplish and what we could create as a company. Some of those expectations were met, others were not. Overall, it was a fun (and educational) ride, but as you can probably tell, that ride is over.

This week, I accepted an offer to join a group of consultants at The Frontline Group. This move will give me more opportunities to work with Word-of-Mouth Marketing efforts, social media and helping clients tap into their own creativity.

I will continue to collaborate with Beyond and will remain in Tulsa, but am excited about the opportunities The Frontline Group represents.

Communers and Commuters

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A friend of mine was considering a position as pastor of a church. The church is an hour or so away. He declined the position because of the distance. My wife said the church probably would want someone who lived in their community anyway.

She’s right. Not only is proximity an issue, but there’s something comforting in another person knowing the “hole-in-the-wall” restaurant we love or the fact we had a relative in the obituary this morning. Not because we told them, but because they experienced it… they saw it.

Don’t we all want that? We want communers at our table, not commuters interrupting our lives. When we go to buy hiking equipment, we want an experienced hiker to help us find what we need. But more than that, how comforting is it to hear, “I remember my first hike. I wish I had one of these smaller backpacks. I wore myself out carrying too many unnecessary items. Since you’re going on a weekend hike, I’d recommend keeping your load light.”

As marketers (which we all are, to a degree), we have to remember this.

Do we drive in, drop off our marketing message, then speed back home? Or do we take the time to experience real community with our customers? Do we experience a part of their lives? Eat from their table? Drink from their cup?

Our agency helped a client develop a customer advisory board. We brought in 15 of their top customers, fed them dinner and discussed the company, the community and the customers. It was eye-opening. Assumptions were shattered and revelations came forth.

We made new friends and discovered something new about ourselves. I’m so glad we did it.

Try to commune with your customers. I think you’ll be amazed at the information, insight, and loyalty you gain.