Advertising Attitudes

True Transparency

2012-03-10T23:18:00.000-05:00

If there's anything the internet provides, it's transparency. Perhaps not immediately, but it gives people access to unlimited quantities of information very quickly. It's self-auditing and represents the collective knowledge of humanity.

This week the KONY video took off. I watched it and was immediately guilty of sharing before thinking. Only moments later, I saw another link criticizing the organization behind the video. I deleted my link and re-posted a comment supporting the cause while warning people about the organization. Over the next several days more and more videos and articles were published that exposed the truth behind every facet of the story.

So to all the advertisers: Don't put yourself out there unless your message is legit. Because if it's not, people will find out. They will find out quickly. And they will rectify the situation. For better or worse.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Love: Wheat Thins - WHeat Thins

2012-01-22T18:39:00.002-05:00

I once read in Ogilvy's Book, "Ogilvy on Advertising," that celebrity appearances or endorsements were dangerous territory. If it's not written perfectly and the famous individual doesn't absolutely align with the brand, the consumer will only walk away remembering that they saw their favorite (or least favorite) personality in the ad. Sounds like a risky bet to me. But this works so seamlessly, I had to go back and check which word was actually argued over in the notorious episode referenced by this ad. It was Cool Whip, by the way. What a fantastic use of 30 seconds. Not to mention they say the brand name 21 times. Yep, I counted. Enjoy.

For more thoughts on advertising and other things, follow me @ahswmr13

No More Boom

2012-01-06T14:53:00.000-05:00

It's a popular word in commercials these days. A little cocky. A little fun. But even the most popular song can wear out if it's played too much on the radio. Let's all just resist the temptation. Let's make a pact to not ruin the word. But in the meantime:

Ads I Love: Jimmy Dean - Weather Girl

2011-12-14T21:15:00.002-05:00

I love a good laugh. And this one is funny! Anyone who has seen Anchor Man knows the perils that can befall a person who blindly follows scripted lines. Looks like this poor weather girl needs to spend a little more time rehearsing. Good thing Jimmy Dean's quickly microwavable sausages will give her that time and the energy to focus too! Enjoy.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Love: Cosmopolitan - 52 Stories

2011-11-09T17:20:00.002-05:00

The Cosmopolitan is the only Vegas resort currently doing any real advertising on TV and they absolutely nailed it. This spot and the one that preceded it made the Cosmopolitan look like exactly what someone looks for in Vegas, an unpredictable series of outrageous events. Well, at least someone looking to stay mostly within the realm of legality and morality. When I'm in Vegas, I will probably book a room there just to see what pops up in the elevator.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Love: Microsoft - Xbox Kinect

2011-11-05T19:14:00.001-04:00

Music can make or break a commercial. It can make a mediocre one unbearable and it can make a good one sensational. This spot for the XBox Kinect is so cool. Between the beautiful score and inspiring applications for this Xbox lifesaver, I could watch it again and again. I might even go buy one, which is a big deal. The only entertainment system I've ever owned is an NES, complete with A and B buttons, 8-bit graphics, and cartridges you need to blow on to make work.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Love: Chevy - Gas Station 1

2011-10-26T01:04:00.001-04:00

I had to put in another one that I love. Now I already took Chevy down a peg but not all of their work is bad. In fact I absolutely love most of their work. The debut Corvette ad was unbelievably cool and the one with the truck and the repair shop was so touching. But this one is hilarious. "Hey, I thought these are electric." Hahaha, cracks me up every time. And the best part of this ad? It's extendable. There's a Part 2 out that you heard the beginning of at the end of Part 1. And from the looks of it, there could be a Part 3, 4, 5... you get the idea. This poor guy is never going to get out of that gas station. Oh well, at least the message is sinking in. It's electric.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Love: Stanley Steamer - Grout Whisperer

2011-10-24T21:53:00.002-04:00

Back to the favorites list. These guys have been on TV for a while now and I love them more now that ever. They take cleaning seriously so you can do things you'd rather do...like anything else... Leave it to the grout whisperer to make sure your home is sparkly, fresh, and pristine! This campaign could go on for ages. Endless things to clean. Endless execution possibilities.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Could Do Without: Chevy - Wherever Life Takes You

2011-10-21T18:50:00.000-04:00

Well since I already did one that I like, I thought I'd post one that I don't like. Or to expand my vocabulary beyond that of a 3 year old, "detest." Today's pick in this category is this Chevy Cruze spot. I understand the idea that it's awesome fuel economy gives you the freedom and peace of mind to drive all over without any particular place to go, but all I get from this ad is "Uncooperative Girlfriend Included." Maybe they could have done something cute like go on an impulsive road trip to see a concert. If I were this guy, I'd keep the car and use it to drive around and find a new girl.

For more thoughts on advertising and other things, follow me @ahswmr13

Ads I Like: Walmart - Just Take One

2011-10-19T21:29:00.004-04:00

I thought I'd start picking ads that I like or dislike. Here we go.

It's shocking, I know, but Walmart makes some awesome ads. Today's pick is their new Halloween candy ad. So funny. I should do bad things and try to make it ok by saying I didn't know any better. To bad I know how to read, and write, and drive, and dress myself, and cook, and lots of other things.

For more thoughts on advertising and other things, follow me @ahswmr13

Diminishing Returns

2011-10-15T23:13:00.004-04:00

Anyone who has been through business school has taken introductory economics and has probably heard of the Law of Diminishing Returns. In case you haven't heard of it, or maybe you forgot about it, The Law of Diminishing returns states that as you do or have more of something, its marginal utility steadily decreases. In other words, getting a $5,000 bonus makes you far happier when you salary is $20,000 than it does when you salary is $200,000.

I don't think this principle is properly applied in advertising. To be more specific, I don't think it is properly applied to the balance between media and creative. When all the big agencies split their creative and media, they had to work out new pricing schemes. It may have been fine 30 years ago, but there should be some adjusting.

Consider a media budget of $100 million. There's a long list of brands who can boast such a thing. And let's say that their agency fees plus production fees cost around $10 million. Please note that these are COMPLETELY HYPOTHETICAL. In no way am I revealing any confidential information unless by pure happenstance, in which case, my blissful ignorance has fortunately omitted the name of the brand as well.

Moving on. The marginal utility of media dollars seems infinitely smaller than agency and production dollars. Advertising is about quality just as much as quantity. Ask yourself this. If your client were to add $5 million to your agency fees and production budgets, how drastically would that impact the quality of creative you are able to produce? My guess is that it would revolutionize the level of creative. You could hire more creative talent to come up with ideas, account people to run the business smoothly, strategists to foretell the future, producers to bring the vision to life, and the agency could invest in awesome new technology.

The Old Spice Guy's live Tweet program probably cost a couple million dollars to develop and produce. And it had more impact than $20 million in typical advertising would ever hope to achieve. It was probably more effective than the TV advertising they had him do...

It's all about the power of an idea. And 8 bazillion GRP's are not an idea.

For more thoughts on advertising and the world, follow me @ahswmr1 3

Social Media Is Amazing

2011-10-12T00:26:00.000-04:00

Here's a true story.

I was wasting time on Facebook, as per usual...
My friend posted a link of a violin/cello duet.
I'm a violist, myself, so I had a listen. It was a pretty awesome sound; the highland music of my Scottish ancestors, but arranged in a whole new way.
I clicked through to the YouTube channel where I found the original performers of the song.
I found them on iTunes.
I bought their album.

Completely unsolicited. No one in the chain of communication was selling anything.

Amazing, I tell you. Good content generates interest and the rest takes care of itself. You just have to make sure your product is available to be found. Now I'm selling. See? I've become a brand advocate. All on the merits of the content. Have a listen and download if you like. They're pretty awesome.

A Eulogy

2011-10-08T00:01:00.000-04:00

Steve Jobs

His name means so many different things. It means vision, and passion, and uncompromising ambition. It means innovation, and creativity, and dedication. I can honestly say that the Steve Jobs was the first public figure whose passing meant something to me.

When I look at the picture posted by Apple I feel like he is looking right at me, watching to see what I will do with my life. His eyes are of a chess player, daring me to make the next move. Or of a father, watching to see if I will make the right choice. His enigmatic smile suggesting approval, or maybe mischief, knowing what challenges lie ahead for me but letting me conquer them on my own.

It is the face of a creator and a leader. And I find it inspiring.

A Philosophy on Creativity

2011-07-14T13:54:00.001-04:00

In a moment of inspiration borne from two different sources, I want to write this down before it dissipates into the ethos of an over-tasked mind. I Tweeted the first half yesterday and want to write the now-complete thought with this new corollary attached. So to start out, the subject matter:

Creativity. What is creativity? Real, true creativity.

A friend shared an article about the concept of the Singularity, where computers will become more intelligent than humans in the next few decades and take on a consciousness of their own. Read it here. Just be sure to have a box of chocolates and comfort blanket handy because it points to a dark future for humans.

The questions that came out of this article are: What distinguishes humans from machines once their intelligence is equal or superior? Can a machine ever feel emotions and would this super-human knowledge empower creativity? Is creativity something that a machine can replicate through code and logic?

I say no. Paralegal work may be computerized, but a lawyer can lie or cheat and break the rules. Can a computer decide to ignore the code that commands its actions? A pharmacist could be computerized, but why would a robot oncologist spend time and resources with a terminal patient?

And so part one: The moments when humanity shines through are examples outside of numbers; situations when we break the rules of logic.

There is a difference between intelligence and creativity. A machine could have “discovered” fire. But that’s not creativity. That’s observation and replication. Intelligence is rooted in what already exists. A machine can possess massive intelligence but codes mean rules. And a machine cannot decide to break rules that have never been broken before.

Over large data sets, patterns in creative work can be identified such as the popular "four-chord-song" theory, where a very large number of hit songs essentially follow the same musical pattern. But if a machine were to write a song or paint a painting, it would have to make its decisions based on what it observed. It would have to follow patterns and optimize its actions based on previously successful creative efforts.

Then today, an email appeared in my inbox from Bob Scarpelli, the former CCO and current Chairman of DDB Worldwide. In it, he shared his thoughts on this year's Cannes Festival. The statement that struck a chord was that, in deciding on winners, "Our Titanium Jury agreed that we wanted to reward the bravest ideas; the most ambitious ideas; the ideas that point the way forward."

And so part two: Creativity is the ability to invent something new; something that is rooted in what the future holds possible.

To put the two ideas together:

True Creativity is the act of breaking pre-existing rules and crafting a future completely different from the one we now know.

And that is something of which we, as humans, enjoy sole proprietorship.

...and it is why the Matrix recreated a past world instead of inventing a utopian scenario which would have done a much better job in controlling us.

Emerald Sea

2011-06-28T22:08:00.000-04:00

Facebook is a pretty standard function of our every day lives. We share, we follow, we post, we watch. But a key problem with the Facebook platform is that it is still inherently static and disconnected. It's more about telling what you're doing and commenting on what others are doing. That's not social. It's pretty connected. But not really that social. It's more like an open diary. Facebook chat is ok, especially now that it is so integrated with Google Chat and AIM, but still awkward.

The new Google social media tool, now disclosed as the Google+ project. From what I can tell so far, it's more about actually socializing than chronicling your every step. I look forward to seeing their ultra-marketed up video walk-through and even television commercials. But it looks fundamentally different than Facebook. We'll see if Facebook takes the hit and adopts some of these active social functions.

Let's Call It Something Else

2011-05-20T20:48:00.001-04:00

Inspired by my friend at Ad Majorem yet again, this evening I started wondering why we still use the term "TV Advertising." In a world that loves adjusting nomenclature to fit its agenda, this dinosaur of a term is LONG past its prime. I argue that it's not even accurate anymore.

I got into advertising because of commercials. I love them. I love analyzing their strategy, writing, and art direction. I love tearing the bad ones (and the ones of all my competitors) to pieces. Because really, any ad for a competitors product (or not made by your agency) MUST be awful, right? And I love sharing the good ones with everyone I've ever known.

So since the first day I dipped my toe in the waters of the advertising world, I have gone against the grain, reassuring myself and everyone around me that TV advertising is NOT dying. Which is why I felt so vindicated by Mr. Ad Majorem's post. Almost as vindicated as I felt when my arch nemesis, LBJ showed Cleveland his true character that I had been foretelling for years. But I digress.

Why don't we just call it Video Advertising? At the rate online video consumption is expanding and with the rise of tablets, mobile video, and the like, soon there will be just as many daily impressions online as there are in the living room. Mobile and online video is consumed in the living room at the same time as television. The essence of the communication medium is still the same, it's just in a different place. I've long wondered why online re-airings of TV shows have less commercial time than the original cable broadcast. Seems like an opportunity well-wasted by the networks.

The point is, while cable television viewing may be cannibalized by online and mobile media, (which it's really not) it doesn't matter. Because marketers are still going to ask for video, agencies are still going to write video scripts, and producers will still produce Superbowl spots. Just like news articles aren't dying, video advertising isn't dying. It's just growing into something new.

New Product Launch

2011-04-17T14:51:00.000-04:00

I have to hand it to Kraft on this one. Their new MiO Liquid Water Enhancer is delicious and easy to use. But before any of that, they got it in my grocery cart. Obviously a brand like Kraft has almost a billion dollars behind its advertising every year but it's the solid execution and methodology that works, not the dollars.

New Product Development
The water-enhancing market has been around for quite a while. KoolAid, Crystal Light, Gatorade Powder, etc. But the thing they all have in common is that they're powders. They're hard to completely dissolve. In one of those moments of "why didn't we think of this before," they came up with this great liquid version and put it in a cool new package.

Product Promotion
Two or three months ago, I heard a little buzz about some kind of new water flavor enhancer coming out that was a liquid instead of a powder. "Interesting," I thought to myself. Then about one month ago I saw the spots on TV. They were pretty neat.

I'll be completely candid. It would have been a long time before I actually tried it. I love my single serve crystal light packets and powdered Gatorade. But at the store today, I saw a nice little standalone product stand with a $1.00 coupon. I decided to buy it.

Really, the whole launch effort was nicely executed, both creatively and strategically, and followed a great timeline. But that extra effort at the last moment of the buying process makes all the difference in the world. I don't think many marketers realize how close they are to millions in extra sales. I'm not much of an impulse shopper and I'm on a grocery budget crunch this month and I still sprang for it because they put a coupon and the product in my face at the right time and place. Well done.

---------------------------

One final note. While it's supposed to eliminate the need for stirring, the liquid does sink to the bottom of a glass and stays there until you give it one or two light stirs with a spoon. I suppose if you put it in a water bottle, a shake or two would do the trick, but it is WAY better than a minute of vigorous shaking and stirring powder.

Facebook = The Internet

2011-03-08T11:07:00.000-05:00

Question: What is the internet?
Answer: A global network of connected computers and machines that communicate with each other to share information.

Question: What is a social network?
Answer: A global network of people connected with each other to share information and experiences.

All roads used to lead to Rome. Now all connections lead to Facebook. The social network we all know/love/hate has seemingly reached critical mass. So many people connect through Facebook that it may as well be the foundation for the rest of the internet. Every legitimate website out there links back to Facebook somehow, whether it's a "like" page or a sharing button. Even other social networks integrate with Zuckerberg's monster.

Thus my argument that Facebook is now it's own version of internet. And that may be it's ultimate demise. As Facebook brings more and more outsiders (like media distrubutors, advertisers, game companies, etc.) it will lose its unique identity. Facebook will stop being about fun, social interaction, and more about the way you live your life.

Facebook used to be the destination for post-party picture tagging. Now it's were you go to rent movies and play games with your grandma? As Facebook continues to grow, it will become a synonym with the internet itself and therefore, as nameless and faceless as the internet is too. Functionally it is already almost there. From a Brand perspective, the clock is ticking...

Bringing Your Brand to Life

2011-03-06T16:40:00.000-05:00

What is a brand? How many times have you been asked that question? How many times have you asked that question? There are answers ranging from the 4 P's to eloquent dissertations on a brand's representation of a company's soul. Can I suggest one more possible way to explain this nebulous concept?

A brand is the personification of a company.

Now I don't mean just giving a company a person's name like Betty Crocker or Aunt Jemima. I mean a strong brand transforms a company into a person rather than an office or factory. When a company says "Go with the name you trust," they mean go with the brand name you trust. Because you certainly don't trust in bricks and machines you've never seen and you couldn't possibly have built trust with every employee. But over time, you build trust with a brand as if were a real person.

Celebrities are terrible spokespeople. They're not believable as a representation of the brand since they already have their own personality. They end up distracting people from the real message. Q-scores only show how familiar the target is with that person, not how well their personality matches up with the brand's. Mr. Clean, however, is very believable. He IS the brand. Everything involved in that product is represented in the person, Mr. Clean. He is strong, reliable, and very clean. It's like you are buying your Magic Erasers from Mr. Clean himself. I would. If that guy uses it, I should too.

The Social Media revolution has exposed this simple truth. I have not found anyone who has made this observation yet but I'm sure someone has. Your social media accounts are an opportunity to make that Brand even more real. A voice with which to communicate. A "person" people can interact with. But make sure you stay in character, otherwise your social media is just a PR department.

People love relationships. They love the idea that a person is sitting there beside them. They desperately want to be a part of your brand's life. So reach out to them.

@ahswmr13

The Kanye Strategy

2011-02-09T11:35:00.000-05:00

I have to preface this by crediting my friend and colleague Jennifer Langendonk for this idea. But I'm stealing it to post it online.

The Kanye Strategy

Kanye West

So what is it? Well it has to do with Twitter. So bone up on your Twitter terminology before continuing. If you have ever checked "Your Tweets Re-Tweeted," you know the jubilation and validation you feel when someone re-posts your internet quip.

Now imagine if Kanye West Re-Tweeted you.

Exciting, right?

Except he's probably sitting there (or his assistant is sitting there...let's be real) RT'ing every @mention he sees without reserve. But you still got RT'd, come on, that's got to mean something. So you follow up by showing off your RT by Kanye, your friends post that their friend got RT'd by Kanye, they try to get RT'd by Kanye, they RT your RT by Kanye, and suddenly the Twittersphere blows up.

So there it is. It's pretty simple. Get a celebrity (or brand) to show personal interest in you and the social-sphere explodes. Please use this information at your own risk. Lifeguards are not present.

Follow me (and maybe RT me) @ahswmr13

2011 Superbowl Commercials

2011-02-07T11:28:00.000-05:00

And now my attitude on this year's Superbowl commercials. Sorry if I hurt your feelings.

Budweiser: Wild West - WORST
Bud Light: Product Placement - Good
Bud Light: Hack Job -Bad
Bud Light: Sitter - Good
Stella Artois: Crying Jean - Bad
Audi: Release the Hounds - Good
Best Buy: Ozzy vs. Bieber - Bad
BMW: Defying Logic - Bad
BMW: Changes - Bad
Mini: Cram it in the Boot - Bad
Bridgestone: Reply All - Good
Bridgestone: Carma - Good
Lipton Brisk: Eminem - Good
CareerBuilder.com: Parking Lot - Good
Carmax: Kid in a Candy Store - Bad
Carmax: Gas Station - Good
Cars.com - Go First - Good
Cars.com - Reviews are In - Good
Chrysler: Born of Fire - BEST
Cola-Cola: Siege - Bad
Coca-Cola: Border - Bad
Doritos: The Best Part - Good
Doritos: House Sitting - Good
E-Trade: Cat - Good
E-Trade: Tailor - Good
Chevy: Status - Good
Chevy: Discovery - Good
Chevy: Misunderstanding - Bad
Chevy: Tommy - Good
Chevrolet: Al's Chevy - Good
Go-Daddy: New .co Girl - Bad
Go-Daddy: The Contract - Bad
Groupon: Tibet - Bad
HomeAway: Smush - Bad
Hyundai: Anachronistic City - Bad
Hyundai: Deprogramming - Bad
Kia: One Epic Ride - Bad
Mercedes-Benz: Welcome - Good
Motorola: Empower the People - Good
NFL: American Family - Good
PepsiMax: Love Hurts - Good
PepsiMax: First Date - Good
PepsiMax: Torpedo Cooler - Good
Salesforce: Impossible Things - Bad
Salesforce: Cloud Interview - Bad
Skechers: The Breakup - Bad
Snickers: Logging -Good
Teleglora: Help Me Faith -Bad
Volkswagen: Black Beetle - Good
Volkswagen: The Force - Good

Time Manipulation

2011-02-07T10:43:00.000-05:00

This year, almost every Superbowl advertiser released their spots online before the big game. I was quite confused. Isn't the Superbowl all about "ta-da" and surprise and suspense?

Then when I saw how insanely popular the VW Mini-Vader commercial had become, it suddenly seemed obvious. Getting 15 million additional opt-in impressions is an awesome idea. Plus it builds more hype as "early adopters" push their friends to pay attention during the actual game. Nice strategy.

But then when I saw the atrocity of that particular commercial's :30 version, another explanation came to mind.

We all know that time is our most scare resource. It is absolutely finite and you cannot get any of it back. A Superbowl commercial makes it even more constraining because every :30 costs $3 million. But what if you could add the hype of a Superbowl spot with the unconstrained time of internet videos and add in the power of social media. That, my friends = success. This pre-game release gave viewers the full experience of the spot at half the cost. Now everyone who wasn't fully satisfied with the :30, who felt that it didn't live up to the hype, can go watch the real commercial online and see what they missed out on. Just keep adding up those extra impressions.

Good work.

And stay tuned for my opinion on every single spot, or my attitude...if you will.

Follow me @ahswmr13

Superbowl Tease

2011-02-03T15:46:00.000-05:00

This may have escaped my observation last year, but it is certainly a more prominent trend in 2011. Several companies are building hype for their Superbowl ads by issuing "teaser" clips. VW published 15 second teasers of its new Bug and Passat commercials and Bud Light published various still shots and video clips of its commercials, baiting the public to guess what in the world is actually going on.

And in an even more surprising twist, VW actually posted the full spots yesterday, days before the big game. Actually, several companies have released theirs from GM to Hyundai to PETA's and their annual "rejected for legal reasons" stunt.

A good idea? I think so. It engages more opt-in impressions and starts a buzz that only builds into Sunday night's game. Imagine millions of people hyping the commercials to their friends, making sure they pay attention and see the spots during the 3rd quarter TV timeout.

And being from Detroit, I've grown so apathetic to Superbowl results I don't care who wins. Go America!

Follow me @ahswmr13

Breaking In

2011-01-11T21:03:00.007-05:00

In light of a few recent requests for help, I thought I would take a leaf from the book of my friend, Chicago Ad Gal, and write about breaking into the advertising industry.

Part One: The Setup
Get involved. Get involved in anything you can that relates to the industry. Start a club, join the AAF, 4A's, AMA, or anything else, and start learning, and proving how passionate you are about advertising. Talk to a local store about running some promotions for them. Talk to your school about helping in their marketing department. Upgrade your sports team's recruiting strategy. Just do something. (I did all of the above)

Part Two: The Internship
This is almost a must these days. Not only does it provide invaluable early experience, but it helps you meet industry insiders, and gives you a flavor so you can decide if it's really what you want to do for the rest of your life. And start looking early. (I interviewed in October and had my summer internship locked up in December)

Part Three: The Resume
There is a lot of advice about resumes from career centers and websites. Mine comes from headhunter and industry expert, Laurie Mitchell. Start with a short bio. Then list work experience. Then school stuff. Then extracurricular. There seems to be a dichotomy. Some people lie and find themselves in a heap of trouble. And some people are far too modest. A resume is no time to be bashful. Don't make things up, but write the way your grandmother brags about you to her knitting friends. Use impressive vocabulary and use the last section to show them what kind of human being you are. Do you read biographies? Do you cook Asian cuisine? Are you a triathlete? Turn yourself from a piece of paper into a person.

Part Four: Networking (Not interviewing)
It usually takes about one year for the tree of your professional network to yield any fruitful jobs. So start building it early. Mine took almost a year down to the day. Other opportunities came up earlier, but I didn't land my current position until 11 months and 24 days after I started really pushing my name around town. Book informational interviews. They're low pressure and a great way to earn early face time with the HR people you'll see again in the real interview. Get as many as you can.

Part Five: The Interview
Dress to impress. I don't care if it's a casual environment. When you dress to the nines, you feel more confident about yourself, others take you more seriously, and there's nothing to criticize. Give a firm handshake and smile. Mirror the interviewer's body language and nod your head (without looking like a bobble head) Have extra copies of your resume because anyone outside of HR barely scanned it. Prepare four stories that highlight your strengths, the experiences that make you the best candidate, and show the growth over time (not your weakness) that makes you human.

Part Six: Success.

Follow me @ahswmr13

Are you Engaged?

2011-01-05T10:35:00.007-05:00

Quick, look at your finger. Are you engaged? If you're a man you probably can't tell. If you a woman, I hope you can tell. Seriously though, regardless of your gender or relationship status, the status of brand engagement, which was a serious buzz word of 2010, has, and will start falling under scrutiny.

So just what defines brand engagement? Well, it depends on who you are and both are very subjective.

Brand
If you're the brand, engagement is how you are embracing your consumers. According to Simon Mainwaring, "Participation is not engagement. Social Media is not about the exploitation of technology but service to the community." That means it's more than having a facebook page. It's more than having a twitter feed. And it's more than attempting to release a viral video. It's about honest and open interaction with real people and inserting yourself in the conversation.

Consumer
Get out your spreadsheets so you can make up a formula to calculate your customers' future value based on their level of brand engagement...or not. Even more so than engagement from the Brand's perspective, consumer brand engagement is extremely subjective. A person who has liked you on facebook may be your most die-hard shopper while another person has liked you, followed you, "favorited" your videos, @replied, #FF'd, checked in, and added your jingle as their ringtone, but never spent a dime with you.

So can you define engagement? Perhaps there isn't an absolute definition, but a relative one. I'll offer this:
A brand is engaged if their base consumer thinks so.
A consumer is engaged if their digital relationship increases their propensity to buy or increases their level of active brand advocacy.

It will be an ever-shifting standard but at the end of the day, it is up to the brand's leadership to do just that. Lead. Getting engaged means someone has to make a move...

Follow me @ahswmr13