Thinking like a 55-year-old male small business owner is something I’ve become pretty decent at. As a 31-year old female employee of an $8 billion company, that’s no small leap. But I really have no other choice.

Leading the marketing arm of a massive co-operative made up of independent grocery retailers, I spend hours a day explaining the advantages of digital marketing. The main component of that: social media.

When I first started, I couldn’t understand how these owners of independent grocery stores could avoid jumping two-feet first into the space. It’s easy right? The online community is just an extension of the physical community. Who does community better than the local grocery store?

Not many. That’s why they are alive.

Social is a cost-effective way to advertise in an industry that is dominated by a costly print ad. We all know where print is going.

Bingo, easy solution.

Instead of expensive consumer research that small businesses struggle to afford, the social web allows free transmission of consumer thoughts and requests.

Sweet! It’s simple to get more information about consumers and their preferences.

Should be an easy sell, right?

Wrong. And after many calls ending in exasperation on my side, with the thought of “they’re old-school and they just don’t get it”, I realized something: They get it all too well, and that’s the challenge.

All of these new avenues of talking to the consumer are scary. They’re scary because they’re unknown, because they’re out of their comfort zone, because they’re time intensive and because honestly, their minds just don’t think about content the way we’ve been trained to think about it.

We see old photos and think: “What a great way to show we’ve been around a while and a local community connection.” They think: “Those pictures look good framed on my wall.”

We see negative customer comments on pages as the opportunities to retain an unhappy consumer. They think of it as negative feedback that takes away from their brand.

We see a hot deal on Doritos and think Facebook one-day deal. They think that price will put them in the poor house because everything has always been done in 7-day print ad segments.

New marketing is a different way of thinking. It’s a different mindset. It’s a different opportunity, and it is essential they play, they just don’t know how to make it all happen.

So less of my job is about convincing the small business owners that digital marketing SHOULD be done, it is about translating these scary new tactics into components with which they are already familiar. It’s about which options to invest in first and how to reach shoppers used to relying on the print ad as their information source.

But even more so, my job is education. About the evolution of marketing, the evolution of consumers and the evolution of the business they know so well.

I got an email from Gob!

OK, I’m not that dim. I knew it was from Netflix.

But I was a little disappointed and I think that Netflix may have missed a really good opportunity to personalize the experience. Or maybe it was because Will Arnett was busy.

Regardless, when I saw that the email was from Gob, I figured there might be some kind of welcome video. Maybe some fine written repartee.

I thought, “what fun.”

But I just got clips from the first three seasons.

Don’t get me wrong, I couldn’t be more excited about Arrested Development coming back.

But I felt like Netflix could have finished the swing here.

Next time, if Tobias is sending an email to me on Netflix’a behalf, I would like to see a little something more.

Who am I kidding.

They could include a video of David Cross peeling an orange and I’d watch it over and over.

Yeah, I like David Cross a little bit.

Arrested Development starts up again on May 26th on Netflix. And it’s a beautiful thing. And no, they didn’t sponsor this.

“We must use time and resources wisely; it is equally important to realize that the time is always ripe to do right.” ~Nelson Mandela

In the modern day digital space, it’s quite likely that one’s media research, online community study, or brand brainstorm will frequently take a misguided turn (or five) and then somehow land on a totally irrelevant website which sells silly, useless objet d’art like wax Gumby figures or retro lunch boxes. Surely I’m not the solo victim here … anyone? anyone?

So imagine the uncanny surprise I experienced recently one evening, when I found myself analyzing a brilliant – albeit utterly random – media case study highlighting the charming country of Wales. One quick trip along the Internet super highway in search of an article about bamboo house cleaner, sent me straight to the middle of Northern England in just under a nanosecond! Take that Bill and Ted, with your so called ‘excellent adventures’. Please.

Although finding a magnificent media campaign out of the northern UK which unites a local community to the entire world seems highly unlikely; I’ve come to learn that such an oddity would naturally occur here, because the Welsh enjoy such a proud, eccentricities-filled, sheep loving history. And now for your entertainment, take a quick mental moment to enjoy one or two whimsies imported directly from Wales herself:

• The sheep population of Wales is four times greater than the Welsh population of humans.
• ‘Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch’ at 58 letters long is the world’s longest name for a rail road station.
• The recipe for ‘Welsh Rabbit’, a local favorite dish does require actual bunnies; it’s a savory sauce of melted cheese and spices served with hot toast.
• The letters K, Q, V and Z do not appear in the Welsh alphabet at all.
• Dr. Barney Stableford is the Welshman responsible for inventing golf’s formal scoring system that requires one to aim high and score low.

But most importantly, Wales is a homebase/headquarters for the impressive, newly minted @SizeOfWales charity; an English philanthropy founded after a reporter introduced the ‘catchy’ phrase comparing saving a rain forest to ‘the size of Wales’.

It’s that last fact that needs a bit more attention, because the entire initiative beautifully exemplifies how a cause can receive super viral awareness and funds via emerging media platforms. No surprises there considering, Climate Week recently announced that ‘Size Of Wales’ was just determined the 2013 ‘Best Environmental Campaign’ earlier this spring.

As an American, it’s shameful but necessary to admit my total unfamiliarity with European measuring increments. Please hold back all scoffs and smirks readers. For anyone also unfamiliar with the term hectare (a metric unit primarily used to measure land area); 1 hectare = 10,000 square meters (aka 2.471 US acres).

Now convert the above into the ‘fundraising awareness’ percent increase ‘Size Of Wales’ has raised since their September 2010 founding. To date the organization’s collected donations (approx. £2,004,100) have helped revive over 2,004,100 hectares (or 2 million rugby pitches) of African and South American rainforest. Not a terribly shabby two-year track record all things considered.

In a former BBC interview discussing the charity’s long term goals, Size Of Wales project manager, Hannah Scrase reemphasized the nation’s persevering commitment to emerge as part of the solution to rainforest conservation, not only as a way to measure the problem. To her point, what’s exciting is that Wales “is really the first country in the world to mobilize such a unique national response to the problem of forest destruction and climate change.” Given the initiative’s already admirable, out-of-the gate success rate; one begins to see just how fast and far their assistance to the Size Of Wales will go toward helping make the world cleaner.

The Size Of Wales Cardiff offices feature several ways an individual, organization, or school can help generate awareness, make donations and follow the foundation’s progress via their three main social networks on Facebook, Twitter and YouTube. Moreover, the charity’s sponsoring partners (i.e. Deloitte, the World Wildlife Foundation, etc) will double every £10 donation made to the cause. And of course, the ‘Projects’ blog showcases the many different rainforest communities benefiting from the country’s efforts and assistance.Thankfully social media measurement indicators translate universally between nations; so whether one counts in Spanish, French, or Mandarin it all equates. @SizeOfWales boasts a fascinating, organically grown online community quickly surpassing the current 32,000+ members already supporting the project worldwide. But perhaps the most exciting factor to consider is that the foundation appreciates support from the ultimate #1 British celebrity endorser -Prince Charles- who took the time to attend the foundation’s opening two years ago.

Three years later, Wales indeed rejoiced over many exciting festivities during this year’s annual St. David’s Day celebration. The Size of Wales announced that they had exceeded their original £2million donation goal, and more importantly several copycat campaigns are now being discussed in Denmark and Ireland. The charity’s next monumental benchmark will aim to conserve not just a rainforest equivalent to Wales, but to the total size of Europe.

Here’s a cheer to every supporter helping Wales make the world’s rainforests as shining green as the English countryside itself– Llongyfarchiadau a dal i fynd (Congratulations & Keep Going!)

He started out as a client, and went on to become a creative legend: Alfredo Marcantonio, one of the few copywriters featured in the prestigious “Copy Book,” along the likes of David Abbott, Dan Wieden or the late Bob Levenson.

Whom did Marc learn from?

What is a great ad?

How do you think elegantly?

How do you write copy that sells?

Learn from a humble giant:

Last month I had the pleasure, and honor, of being the “Industry Hero” at the Miami Ad School. I found my way into the advertising industry fairly late, and recently, in my career so it really meant a lot to me that they would invite me down. Sort of a validation for what I do as Creative Culturalist at Y&R New York.

Upon arriving at Miami Ad School, before you even enter the front door, you get a good indication of the philosophy that Pippa and Ron Seichrist lay out. Advertising is an industry in flux – but not peril – and it is ideas that rule the day (insert attached photo here).

This is no trivial matter. Technology – from mobile phones and social media to 3D printers and sophisticated video game systems – has forever altered consumer behavior. Everything is changing rapidly and in a world of Kickstarter projects, YouTube channels and gamification everything from the content that is created, who creates it and how it is distributed is up for grabs. Indeed, we live in an era of ideas.

And that’s the focus at Miami Ad School. Here’s Pippa Seichrist, Miami Ad School’s President & Co-founder on how the school is training a new generation of “pop culture engineers” for a career in advertising:

“Agencies don’t have time to train new hires. They need our graduates to be instant profit-centers. That’s why we teach our students how to tackle the real challenges that brands face. Usually the best solution isn’t a stand-alone TV commercial or print ad. Our students are more likely to combine a social media strategy with a reward system to help a brand go global. Or develop a new way to purchase a traditional product that is rolled out through TV, social and e-commerce.”

During the week I interacted with about 40 students and was impressed with the students’ ability to think across multiple platforms and concept and execute several distinct ideas in an incredibly compressed time frame. It wasn’t quite real-time marketing, but it was pretty darn close.

That’s going to give these students a leg up when they graduate believes Jerrod New, Miami Ad School’s Global Navigator, Sr. Pop Culture Engineer: “The students are definitely open to different channels and platforms; everything is media.”

He then showed me several examples of student work such as Underground Library and Keep the Meter Running, ideas that stretch the boundaries of what advertising can be.

Over lunch Pippa shared her plans for the future of Miami Ad School, and the conversation revolved around adding curriculum in such things as social media and how to integrate coders into the school’s programs. Not a pivot per se, but an acknowledgement of the changing face of the industry and the need to plan for that.

In addition to reviewing the students’ work, I also had the opportunity to present to them on a topic that I felt would help them understand the challenges that brands (and agencies) are facing today, what I call the Cultural Singularity. I hope the students, and AWSC readers, find it relevant as we tackle the challenges brought about by digital acceleration.

Caught a quick thing from one of my favorite people in the biz, Mark Waites of Mother. Apparently, he was on a lift with Rihanna and this was the exchange:

“Hi.”

“Hi.”

That’s it.

And I think that’s awesome.

But it does bring up a good point.

What do you say to someone famous when you have that finite amount of time?

What have you said in the past to famous people when this has happened?

I mean, we’re ad pros, right? We don’t get phased by a celeb making their way up.

Or do we?

I thought this exchange was great. But it clearly had an impact since Rihanna posted “I was on a lift with Mark Waites!”

Kidding. And I stole that comment.

But I’d write that if I were on a lift with Mark.

Think about it, when was the last time you saw a truly unique billboard?

I don’t mean a truly unique photograph or a great Photoshop trick on a billboard either; I mean a truly different idea of what a billboard can do – an uncommon way of using an all-too common advertising medium to promote a brand.

I give you the Orphea 4D billboard/bug-trap designed by Publicis Milan, a sticky, wonderful, disgusting example of creative thinking if ever there was one.

Brilliant.

And grotesque.

Do you ever feel like you are drowning? Or always trying to catch up? Or constantly having to learn something new?

If you are in marketing, you either answered yes or have a really enviable capacity to juggle extremely well.

One of the main questions I get asked at work is: What’s next?

Each time I’m asked, I want to answer “I have no fricken idea”, but that wouldn’t be very professional of me, so I answer with the newest trends I hear about from people more connected than me. One day it’s Vine, the next digital wallets, the next an online shopping app. The fun never ends.

So, we evaluate quickly. We assess the value of the newest “thing”. We determine whether we want to jump in or not.

If we do, we add it to the list:

In-store signage, print ad, website, facebook page, twitter account, Google Ad words, Pinterest boards, digital coupons, text messages, email reminders, mobile applications, foursquare locations, Google places, Google+ page, Instagram photos, blog content, online shopping platform, Vine videos… and the list grows every day.

We marketers are trying to keep up with our consumers, yet, as a radio person I spoke with recently asked, “Are we at some point taking advantage of our consumers. Asking them to do too much?”

She made an interesting point. Our consumers come to us for a variety of reasons. We’re convenient. They like our product. The service is good. Their friends recommended us. Whatever it is, once we’ve got a piece, we want more.

Consumer makes a purchase.

Marketer : Hey! Give us your email and we’ll sweeten your next visit.

Consumer: Email address provided.

Marketer: Awesome! Here’s an email about our facebook page. You should like us for fun info.

Consumer: Likes facebook page.

Marketer: Hey facebook fans! Check out our awesome digital coupons!

Consumer: Clicks link to digital coupon, but first has to register for the website.

Marketer: Cool! Thanks for registering for the website. How about a rewards card?

And the chain goes on. And on. And on.

It can be exhausting to create, but for consumers, is it all becoming too complicated? Does all this info, connections, data make us believe the consumer cares? When maybe we’re failing miserably.

Or worse…is it all becoming this:

Filed under “smart” marketing, promotion, branding — whatever you want to call it.

“Get Lucky,” featuring Pharrell Williams got the ball rolling.

Now, Daft Punk is allowing you to stream their long-awaited, new, entire album, “Random Access Memories,” from start to finish on iTunes. Hat tip to Rolling Stone for the heads up.

For the record, this is how we listened to music back in the stone ages. You know, the 70s, 80s and 90s.

What’s cool about this.

1. Daft Punk is in one of those enviable positions where they kind of can do what they like at their own pace.
2. They also haven’t released anything new in a LONG time. So fans of Daft Punk, and electronic music in general, now have something to sink their teeth into.
3. There is a veritable A-list of talent on this thing (yes, Giorgio Moroder is a big deal to artists and lends some audio liner notes to the effort) and it just “feels” premium.
4. You may actually get to know this work in its entirety by going from start to end in once piece.
5. You probably will buy this and play it on a lazy, breezy summer night on a rooftop drinking rosé with 10 of your friends.

Yes, this is classic product sampling.

No, it may not be different.

Unless you take the time to actually slow the hell down and listen to the entire thing from 0:00 to 1:14:34.

Especially on a good sound system or headphones.

Totally worth it.

And yes, $11.99 of “worth it.”

One of the things that Robert Wagner and I talk about constantly is how service is so important to brand development. This isn’t something new. But over the years, we all have noticed that there are some that clearly go above and beyond.

Amazon. Zappos. Nordstrom. Starwood.

There is a much longer list, but these are the ones that jump to mind pre-second-cup of espresso.

It’s not so much the nuts and bolts of that good service. It’s the emotional side — the humanity and the flexibility — the willingness to just take a moment to help that lasts a lifetime.

To wit.

We have a local natural-ish grocer here in the Portland area called New Seasons.

I love it. Many people love it.

And for good reason.

For the longest time, I never knew how to cut a mango. Kids love mangoes. I couldn’t cut one without it becoming the tropical fruit version of Saw III.

Enter Andrew, my produce manager at New Seasons Progress Ridge.

It started with a simple question: “hey, could you teach me how to cut a mango?”

The emphatic yes was not surprising. Everyone who works there is that helpful which does explain why it is the friendliest store in town.

And here is the, er, fruit, of that request.

Sure, I could have just watched an existing video. But I’m more tactile and it was fun to actually be in the moment to see how it’s done.

Service that went just beyond the expected.

Always good for brands.