Following BMW’s lead, Levi’s has produced a series of short films to connect with the artsy 20-somethings of the world. As if jeans aren’t ubiquitous enough with the demographic! In any event, the films are scripted reality – they are shot with handheld cameras, feature obscure struggling actors and the dialogue is freewheeling. All of which plays off the demographic’s love affair with real life captured on film.

 

In one film, “Helium,” a group of 20-somethings inflate a guy’s jeans with helium and watch him float around an abandoned lot. It’s an entertaining little episode but I find myself struggling with ROI. Can the producer connect exposure to some – heck, ANY – positive result for the company involved? These films are creative, they’re entertaining and some of them, like “Helium,” would and do make great TV spots. But what about the shorts that don’t make it to the small screen? Do they generate anything for the sponsoring company?

 

According to You Tube, “Helium” was posted in June 2008 and some 420,000 viewers have watched it since. That’s great … Did it cement a relationship with the brand in any of their minds? Did it induce any of them to buy a pair of Levi’s? Did any of them click to the Levi Web site after watching it?

 

Watch this video clip of David Skul, CEO of an interactive media marketing firm. In it, Skul discusses the potential for measurement attributed to new media.

 

 

 

Did you notice Skul mentioned umteen ways to COUNT or TRACK viewing and visitors but none of the discussed metrics followed the marketing tactic’s ability to impose financial consequences for the company? In today’s weakened economy and sharply competitive marketplace, it isn’t enough to simply count how many people watch the films or share the films with friends. It isn’t enough to know how they landed on the film either.

 

Final Bark

There is a push in marketing to move the discipline from the expense side of the ledger to investment. To avoid reductions in budgets and enhance the perception of the practice’s vitality to the success of a business, marketing professionals are trying to position their existence and their labors as essentials not luxuries. To do so, those of us in the field must clearly and succinctly demonstrate how each and every action forwards the company’s financial health.

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When BMW raced to the forefront of the global consciousness with its series of films — aptly titled “The Hire” and directed by some of the most innovative filmmakers of the last half century — the buzz could be heard reverberating around the Web as well as the walls of marketing departments all over the globe.

The German carmaker is not the first to take aim at consumers with a story-driven spot; way back in 1939, Kellogg’s produced a short (one minute, 21 second) flick on Snap, Crackle and Pop tackling three thugs for control of the breakfast world. But BMW’s series does appear to be the first to take award-winning, critically acclaimed feature film directors and use them to produce a platform to discuss products and brands.

The Web site traffic, word-of-mouth buzz and media interest sparked by BMW’s efforts has — as one would expect — inspired a host of imitations. Just about everyone and their brothers are rushing to produce and post short films. To date, none of the films released in the follow-up wave have produced a tenth of the interest generated by the German carmaker’s pack-leading gamble. The innovation curve has past and the cluttered landscape – a YouTube search of just about any company name will turn up some kind of film — has already jaded many segments, including that elusive teen and 20-something crowd.

Given the relative blitz of short films as well as the stagnant economy’s impact on marketing spend, I’d be willing to bet short films will slow to a drip over the next five years. Still the tool does merit some discussion:

Marketing uses
— Slipping past their defenses
Audiences have been clamoring over the amount of ad rhetoric for decades. A scholar published an article all the way back in the February 1951 edition of Harper’s Weekly detailing the general dissatisfaction with the pervasive nature of advertising. I would imagine the good doctor’s head is spinning with the amount of channels and messages utilized today. Short films, which follow the arch of the traditional story, are frequently perceived as art first and ads second — thus sidestepping any knee-jerk rejection by
audiences.
— Spreading like wildfire
Consumers are not apt to pass along traditional marketing messages, unless there is a humorous error or controversial material. People do forward engaging short films, thereby increasing brand awareness and expanding relationship potential.
— Standing alone
Shorts can be used to support existing campaigns, but they may prove more valuable as a means of reaching audiences not targeted by other campaigns.

Characteristics

There’s a great deal of confusion in the marketing world as to what defines a short film. There are plenty of TV spots that follow the story arch and exhibit dramatic elements; there are also lots of short films that are so centered on the product or brand that they feel like really long ad.

Here are my suggested guidelines:

  • Extended ads — Product or brand centric, audience called to some kind of action, less than 3 minutes in length, inclusion of logo, slogan or tagline.
  •  Short film — Story centric, longer than 3 minutes, brand or product
    identifiers invisible or nearly invisible, no call to action.

 

Expense
Traditional short films are expensive and time-consuming to produce: Lighting, sound, editing, director, actors, location, transportation, etc. add up to a serious investment. One alternative may be to put the campaign in the hands of artists struggling to make names for themselves. Known as crowdsourcing, many firms have solicited completed projects from amateurs or professionals on the rise. The process reduces cost but releases control of the content.

 

Final Bark

Although the outbreak of short films is likely to subside with the economic standstill, more thorough definition of the tool will make for more appropriate use in the future.

80s-prom-dress-2

Nostalgia has always reserved a plate at the marketing table. Connecting with a shared past is one of the most fundamental means of engendering relevance in a marketing message. This is a fact the core of Generation X is beginning to understand. As the bulk of the segment moves into mid-professional levels, marketers are retooling their visual and auditory appeals with the hope of leveraging quintessential experiences of the late 1980s and early 1990s into purchases and loyalty.

 

Music from the time period is now selling everything from gum to cars and iconic imprints – like the Smurfs and the Rubix cube – are being paired with unrelated materials in an effort to attract the attention of this hard-to-reach but lucrative market. And all of this is developing as new means of connecting with audiences evolve almost daily.

 

No entity has done a better job at marrying Gen X nostalgia and new media than VH1 Classic. From traditional broadcast content to text tactics to iPhone apps, VH1 Classic is ahead of the curve.

 

It all starts with broadcast content. Fishing with this wide net, VH1 cultivates budding consumer relationships with vast blocks of relevant material. Saturday and Sunday mornings, VH1 Classic devotes more than three hours each day to classic 1980s hits. During the videos, viewers are encouraged to add he songs as ringtones on their phones via a text message. But that’s only the beginning of the mobile fun. Viewers are also urged to hop online visit the Vh1 Classic Web site, specifically a section designed expressly for the mobile-inclined consumer (http://www.vh1.com/mobile/). Here viewers can sign up for games, upload videos, register for content alerts and daily “blasts”, learn how to participate in discussions and even access specially designed “made for mobile” content. It’s a virtual cornucopia of mobile action!

 

One of the biggest complaints, even among educated cell phone owners, is a lack of understanding when it comes to available functions. Most with a BlackBerry of iPhone sheepishly admit they likely only use a fifth of the machine’s capabilities. Why? It isn’t because they don’t want to, it’s because they don’t know how. VH1 Classic has that base covered too! It’s simple: Click on your wireless carrier, enter your cell number, wait for a text offering more instructions and then start rockin’!

 

The final bark

I really have no interest in accessing a wide variety of content – or marketing messages for that matter – through my sadly outdated cell phone. The Internet and TV are enough for me. But, if firms are inclined to reach out with this new channel, they’d do well to take a page from Classic. 

Let’s set aside the philosophical debate over mobile marketing for a moment. I detest the notion of companies co-opting a private communication channel for commercial use, but it’s swiftly becoming a fact of life. Emerging media appear to begin with the consumer in mind but end with a deluge of marketing messages. Rather than waste my time fighting the trend – that would be a bit like stopping to bail water on the Titanic – I’d like to make the case for expanding the target demographics of these unholy, but effective strategies.

 

Most mobile marketing efforts appear aimed at the coveted 35 and under crowd. That stands to reason as this age bracket is the most familiar with the technology. However this approach is a bit short-sighted, ignoring three important factors: Changing accessibility trends in other demos, acceptance of marketing messages and discretionary income.

 

It’s time to dial up some deals with the gray-hair set!

 

Accessibility

Baby Boomers – the largest single generation in the American market – are dialing on the go in droves. Seniors report using their cell phones an average 30 percent more in the second half of 2008 than the first part of the year [see included graph]. This explosive growth rate is likely to continue as usage benefits spread via word-of-mouth and improved technology eases adoption concerns. The adoption rate in Baby Boomers may not out-pace the younger segments, but it certainly sets the first stone in a case for leveraging mobile tactics in reaching the group.

 

Acceptance

The segment is far more accommodating in its time with marketing messages than younger demos. Several years ago, we conducted a split telemarketing campaign seeking donations from two distinct market segments – young professional (26-35) and near retirees (52-65). Hang ups and angry statements were far more common among the younger set than the older group. The near retirees were more likely to at least allow the telemarketer to finish their appeal before declining. It’s a generational thing – Baby Boomers came of age in a time when the telephone was an instrument of personal communication, not a sales tool. As such, they view the voice on the other end as a person not a faceless corporation or organization. That level of personalization, at least in the minds of Baby Boomers, demands a modicum of respect. That’s a fact mobile marketing campaigns can take to the bank.

 

Big spenders

Baby Boomers, by and large, have far more discretionary income than younger professionals on the upswing of their career paths. Even relatively affluent young professionals face steeper financial commitments than most Baby Boomers. Many Baby Boomers have paid for their houses, own their cars outright and have empty nests. After working so hard for so long, the segment is now in a position and mindset to spend a little.

 

The Final Bark

Proponents of mobile marketing appear avowed to fielding the strategy only in campaigns aimed at younger market segments. They do so to their own peril. As evidence shows, the rather invasive technique may also work to differentiate a firm looking to reach other lucrative segments, like Baby Boomers.

bridge-ratings-boomer-various-media-use-vs-six-months-ago

They're job is to protect the world, ours is to keep them safe.

They're job is to explore the world, ours is to keep them safe.

 

 

There’s an infomercial currently airing in which a woman suggests her computer skills lag significantly behind those of her 3-year-old daughter. The woman could be a complete idiot (entirely possible), her daughter might be a genius (less likely) or she was asked to exaggerate for effect (bingo!).

Still there is a nugget of truth in that advertising rhetoric. The next generation is growing up with far more access to emerging technology than any previous age group. Kids as young as 2 and 3 are gifted toy cell phones and laptops, preparing them for an easy transition into the real items.

This increased familiarity imposes new responsibilities on those charged with designing marketing messages for the younger set as well as those who cultivate brand relationships. It negates any defense that the target audience lacks enough sophistication to get itself into trouble and it demands the marketers provide a solid foundation for future use of new media.

First, marketing pros must provide a safe environment for children to communicate with one another. A plethora of new sites feature interactive elements, including internal chat platforms and virtual realms, that cry out for improved checks and balances relating to secure access. Most of the sites, like groovygirls.com or webkins.com, simply require a purchase to receive a code. From there, anyone of any age with any agenda can register,
set up their online persona and begin conversing. At the very least, companies fielding such services should monitor the discussions for any sign of inappropriate language. In addition, registration should require some imprint from a parent or guardian. The form should clearly state in legible print that parents are encouraged to monitor their child’s
interaction with the site as well as note the inability of any Web site to provide 100 percent security.

Second, marketers utilizing new media in reaching children should provide ample framework for the child as they move into pre-teen and teen years. We need to teach 4-, 5- and 6-year-olds ways of protecting themselves while still enjoying the communicative advantages of today’s emerging media. In addition to tutorials provided within the actual chat room platforms, the Direct Marketing Association should consider fielding a progressive public service campaign underscoring safe surfing and chatting techniques.

The final bark
Alexander Pope once said a little knowledge is a dangerous thing … So true when dealing with children. They know enough to utilize new media but not enough to keep themselves safe. That responsibility falls to those of us who have outgrown Saturday morning cartoons.

 
 
The 2009 Super Bowl — pitting one the league’s small market teams against one of its weakest long-term performers — attracted more viewers than another Super Bowl in history. The game narrowly topped last year’s matchup on Fox (98.7 million to 97.5 million) and was a distant 4.6 million viewers ahead of Super Bowl XXX (94.1 million). In fact, it was the second most watched broadcast in TV history; only the M*A*S*H finale scored a better audience.

 

Some of the excitement is due in part to the loyalty of the Black and Gold nation. I read that some diehard fan found at least 2 Steelers bars in every state capital in the country. But that’s a different blog for a different day.
For our purposes, the sideshow — the all important ads — must take center stage. Even in a battered economy, companies lined up in droves to get their messages in front hundreds of millions of eyeballs. In fact, I think I read all available ad slots were filled ahead of the broadcast. Not bad considering the general cuts in ad spend over the last two quarters and the outrageous prices commanded by the network.
So what about the content? Who produced this year’s most memorable spot?

There are entire Web sites dedicated to answering these very questions. But, I don’t think any of them will agree with my assessment. The winner is … Kellogg’s Frosted Flakes.

It wasn’t the funniest bit; it didn’t have the most advanced special effects; and there were no scantily clad young ladies. It was, however, the perfect balance of visual stimulation, emotional appear and new media integration. Let’s break it down…

Basic storyline

For those three people who missed the game, the commercial featured scenes of neglected athletic fields that slowly morphed into state-of-the-art facilities. A voiceover notes Kellogg’s will help fix up fields in America to support the next generation. Viewers can help decide which fields get the makeovers by visiting the company’s Web site.

Visual stimulation
Using computer-assisted animation, the spot artfully morphed weeds, rusty old fences and dirt patches into championship caliber fields.
Emotional appeal

The voiceover noted the number of children involved in athletics as well as the positive impact such involvement can have on overall development. Drawing on the recent enthusiasm for service, the narrator successfully mined our shared love of sport and children for impact.

New Media  

While most Super Bowl ads seemed aimed at bolstering brand image, Frosted Flakes actually pushed the audience to take action and the company did so through new media. Viewers were asked to participate in the campaign by visiting a Web site. Visitors can nominate a field, which requires a completed registration — can you say database gold mine? The campaign also calls for repeat exposure to the site as visitors cast ballots in different rounds of voting and tune in to watch the fields restored to their glory days.
The final bark
Kellogg’s got the most bang out of its Super Bowl buck — Go Steelers!
 

If your company or client manufacturers a product or provides a service, you can safely bet someone somewhere in the world has a blog about it.

 

While I can’t seem to find enough time to visit with my grandkids, take my wife to dinner, keep ahead of the paperwork and mow the yard, there are people out there who are so passionate about everything from furniture to films that they slice time from their busy schedules to share their thoughts with the world. There are well over 115 million blogs on offer right now and that number continues to climb each and every day.

 

Some companies and organizations have embraced the new communication channel as a means of re-enforcing marketing messages fielded in more traditional tactics; but, the vast majority of the blogs in the world are simply average people expressing their thoughts and opinions on a wide range of topics – including products and services currently available in the marketplace.

 

These informal musings as well as the resulting commentary from readers can provide insight into a target audience at a fraction of the cost associated with traditional marketing research. Grant it – profile data for the source of the information are not as complete, the results can’t be quantified or generalized to a larger population and the marketing pro has little control as to what information is shared. Nevertheless, the resulting conversations can be used to augment traditional research methods and shape future marketing messages.

 

The trick is knowing what to look for and maintaining an open mind. Far too often marketers and company execs dismiss bloggers as fringe elements whose opinions do not reflect the more moderate mainstream. There is a measure of fanaticism in these blogs — anyone who takes time out of their day to praise or rail a product/service clearly has well-developed passions, yet that doesn’t mitigate the value of the information culled from the blogs and resulting commentary.

 

There are 3primary elements to the unofficial blog:

 

1. Negative Nellies

A sizable number of the unofficial product and service-related blogs are initiated as means to voice displeasure with a brand, company, product or service. While the bulk of the information and commentary fielded at what I’ll term a complaint blog is of little use to the company, some posts and reader responses can be used to improve consumer interaction [hearing and responding to repeated complaints of unresponsiveness], change message themes [readdressing marketing campaigns whose primary messages are being misinterpreted by some audience members] and retargeting messages [finding appeal or lack of appeal in a segment previously thought to be interested or uninterested in the product or service].

 

2. On the Bandwagon

On the opposite end of the spectrum, many product or brand loyal consumers have also established blogs. Again, the majority of the information espoused on the site is likely already known to the marketing professional or simply too nondescript to factor into future campaign construction. There is little that can be done when a blog post describes a particular product benefit and the response from readers includes comments like … “I love that” or “that is soooo cool.”  The discriminating marketer would want to know why the consumer appreciates the benefit or how the benefit improves the consumer’s life.

 

Despite their limits, bandwagon blogs can provide some useful information, including the identification of brand or product loyal segment congregation sites [social networking, chat rooms or even offline conventions and events], previously unleveraged product benefits that have marked appeal as well as clues to how real consumers are integrating the product into their daily lives.

 

3. Psychographics

Scanning unofficial blogs is an excellent means of gathering informal data on the lifestyles of your most loyal consumers. That information can easily be translated into new sales promotions, public relations outreach and the creation of more appealing traditional marketing messages. In short, keeping an eye on new media can help foster a more complete traditional media package.

 

The final bark

Don’t be afraid of those unofficial blogs; monitor them and suck every last possible ounce of data from them. You may just stumble on to a new segment to address, a means of improving consumer interaction or a new product benefit to leverage.