“I’ll Make You Famous” – Being Remembered for the Right Reasons

So, I have this friend we’ll call “Joe.” Joe’s that guy you never want to introduce to a new group of people because you just know he’ll do something to embarrass himself and anyone within a three block radius.

You see, Joe enjoys a good drink now and again…and again…and again…and this invariably results in trouble. Regardless of felonies committed, pummelings endured or restraining orders filed, the next morning, he’s always quick to point out, “yeah, but I bet everybody there remembers me.”

Sadly, clients often espouse this same, “as long as I’m remembered,” mentality without recognizing there’s a dramatic difference between being famous and infamous.

Sure, there are lots of commercials you recall as a result of how pathetically they’re produced, how obnoxious their spokespeople or how cheesy their premise. You may even mention these spots to friends. But that doesn’t mean it’s an effective campaign.

If your commercial is referenced specifically for the sake of ridicule, that’s not being famous, that’s being infamous. The company is remembered, but like Joe, it’s only for the horrible impression it made.

Making a brand truly famous demands thoughtful planning and careful consideration. Develop a marketing message that creates lasting positive impressions among your audience by speaking to them with mutual respect and providing genuine benefits. This may take longer and require more talent than simply slapping together some blaring lights and sirens spot, but the dividends are infinite.

We all do things we regret from time to time, but airing infamous ads is one embarrassment you can ill afford.

“Don’t Bite Off More than You Can Chew” – Leaving Ads to the Experts

Last week, midway through a bag of salted peanuts, I heard a distinctly non-peanuty crunch. A whoosh of cold air followed by my eyeballs leaping from their sockets indicated I had, indeed, just cracked a tooth.

I wandered into the dentist’s office the following day and waited patiently for a chance to see the doc. While in the waiting room, a mid-40s gentleman made his way to the receptionist’s window. I could tell by the stack of magazines under his arm that he was a sales rep for a local publication.

Interest piqued, I listened as he espoused the benefits of their magazine.

“We print 50,000 copies each month. That translates to 120,000 readers. Now, you could put an ad on the radio, but how many people are actually going to hear it? Certainly not 120,000. Most people change the station during commercials anyway.”

Familiar with the publication in question, I knew it was nothing more than a collection of advertorials, devoid of genuine content, the kind you routinely see (and ignore) at businesses advertised within. Still, for a business owner – or in this case dentist – untrained in marketing, the sales guy spun a web too alluring to escape.

$10,000 later, the dentist had a 12-month commitment.

I wondered if the dentist would sit as idly by if she’d seen me extracting my own molar.

I’m constantly amazed by seemingly intelligent business people who choose to manage their own marketing and advertising. You may be the world’s greatest widget manufacturer, but how does that qualify you to determine an appropriate media mix or produce a TV ad?

While business owners are usually savvy enough to hire an accountant to handle taxes and an attorney to circumvent legal woes, advertising seems somehow different. After all, they see/hear advertising messages all the time and think, “how hard could it be?” Lacking the time, training and talent to skillfully craft unique creative, however, they replicate the schlocky work their competitors put out and wonder why business isn’t suddenly booming.

Just like a dentist goes to school to learn about periodontal disease, advertising professionals study research design, audience segmentation and psychological triggers. These lessons are blended with competitive analysis and examination of market trends, yielding invaluable insight into what makes potential customers tick.

Hiring the right advertising agency to develop, implement and maintain your marketing strategy, isn’t an expense, it’s an investment in growth that shows dividends 100% of the time. Just as important, it frees you to focus on what you do best, whether that’s dentistry or widget making.

With the right team of professionals around you, running a successful business doesn’t have to feel like pulling teeth.

“What Size is Your Digital Footprint?” – Establishing an Online Presence

The summer before fifth grade, my folks took me shoe shopping. Funky-colored Converse Chuck Taylors were the rage and bright turquoise would make me the envy of the schoolyard. I wore a men’s size nine at the time. The stock boy brought out the only turquoise pair they had – size 11s. Undaunted, I laced them up tight, my toes resting comfortably two inches from the end, and smiled ear to ear. Mom and dad implored me to find some that fit better – “they have your size in black” – but I wouldn’t hear of it. The way I figured, the brighter the shoe, the bigger the impression, the larger the footprint, the easier to follow.

I’ve never feared drawing attention to myself; in advertising you can’t afford to be shy. You have to let people know you, your strengths and how you can benefit them – even before they meet you. Today, that means circulating your name on the web, and not just on the “Our Team” page of your company website. You have to put your best foot forward and establish yourself as a viable, knowledgeable, interactive member of the online world.

Why bother? Let’s say you’re the lead Account Executive on a pitch for a new client who wants social media integration as a substantial component of their marketing mix. Odds are pretty good that client will research you individually as well as the agency as a whole. When they Google “Steve Jones” and the only thing that comes up is your company website and minutes from the last PTA meeting, the client’s left unimpressed. How can you be trusted to oversee their company’s online life when you have none of your own?

If you search my name right now (either dwasylow or Damion Wasylow), you’ll find around 1000 results. By actively participating in LinkedIn, Twitter, Facebook, Flickr, Foursquare, Digg, Yelp and 30 other social media resources, I’ve systematically built a digital footprint that makes a substantial impression, one that shows prospective clients that I talk the talk and walk the walk.

Even more important than the footprint these interactions leave behind are the connections they provide. Through participating in social media, I’ve gained access to people, insights and inspirations I would have otherwise missed. Every day, I learn a new tactic or strategy that I later implement to benefit a client.

Turquoise Chucks aren’t for everyone. Maybe you’re more beige Hush Puppies or navy Manolos. Regardless of style, strut proudly and leave big digital footprints for others to follow.

“Trimming the Bird” – The Case for Following Fewer Tweeters

Who would think you could find valuable social marketing insights in “Jerry Maguire?” Beyond the cheesy love story and the adorable kid, “Jerry Maguire” is really about a business philosophy, the one Jerry writes about in his manifesto…

- Fewer clients, not more.
- More time with each, not less.
- Less efficient, more effective.

I’ve been on Twitter for about a year. In that time, I’ve accumulated 143 followers. I follow roughly the same number. I use Twitter as a resource for advertising, marketing and social media news and select whom I follow and what I post accordingly. No Ashton Kutcher or Britney Spears feeds for me. I spend a solid hour or two per day reading posts and providing links to information I hope others will find valuable.

One of my followers is following over 25,000 other people. If we estimate five seconds to read a 140 character post, it would require 35 hours to read just one post from each of those people each day. See the problem? That’s right, there aren’t 35 hours in an Earth day. So, unless he’s the first extraterrestrial Tweeter, there’s no way he’s reading them all and it’s highly unlikely he’s reading more than ten percent.

So, why follow so many people? I’m guessing he’s just trying to build some sort of Twitter currency. You see, the more people you follow, the more likely they are to follow you. The bigger your numbers, the more “influential” you’re considered. At the end of the day, that’s nothing more than an ego stroke.

WWJD – What Would Jerry Do?

Jerry Maguire would suggest we limit the number of people we follow, opting for quality over quantity. Personally, I believe 250 is the maximum number of people I can effectively follow. Too many people treat social media as a numbers game – whoever has the most followers wins. That’s simply not the case. If we can agree that the very basis of social media is “connecting,” we can also agree that connections mean more when they’re intimate.

So far, I haven’t found 250 people I’d care to connect with in the Twitterverse, but I’m sure they’re out there – and I’ll find and learn from them. Like the starry-eyed Dorothy Boyd, we all, “just want to be inspired.”

Please feel free to tweet this post and include #Follow250.

“Act Your Age” – Leaving Youth Culture to the Young

I was at a wedding reception a few years ago when one of my dad’s friends split the back of his pants while break dancing. Red as a beet, he retreated from the dance floor smashing into the wedding cake and hurling it into the bride’s mother. That’s only slightly more embarrassing than when middle-aged business people try to incorporate youth culture in their commercials.

Whether genuine or satirical, mom and pop fail when they feature rap, MTV references or “dope beats” in their ads.

Watch this commercial for Georgia Car Outlet. And this one for Vern Fonk.

Now, raise your hand if you have any interest in buying a used Chevy from or having it insured by these folks.

The most recent embarrassment I’ve found bungles the act of “flash mobbing,” wherein people connect via text, email and social media, meet in public and perform some kind of attention-grabbing act – like a spontaneous pillow fight or splatter painting in their undies. But there’s no “flash” in this mob. It’s all staged. The streets are even closed off except for the performers. Take a look… Gaines Street Tallahassee.

This was clearly the brainchild of a non-ad-pro in his or her 40s or 50s. “I saw on the 20/20 that young people love these ‘flash mobs.’ Let’s have one. I’ll bet my whole Rotary would help.”

Act your age people. Use the right tactic to reach your audience and leave the “neato hippity hop dance moves” and social anarchy to the kids.

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For the record, here’s an example of an advertiser using a flash mob the right way. T-Mobile.

“It’s Not Me, It’s You” – Avoiding Unhealthy Client Relationships

It’s the first date. You flirt, you listen, you bat your eyes and picture how grand the future will be. After all, this is one special prospect. Sweet as can be, laughs at all your jokes, has a gorgeous bottom line and says she’s looking for a fella who brings something new to the table.

You set up a second date at your place just days later.

Everything’s ready: subtle lighting, fancy hors d’oeuvres, champagne on ice and a comprehensive campaign of cutting edge concepts alongside traditional, non-traditional and social media tactics. Sexy!

A knock on the conference room door. She’s more ravishing than ever. Small talk ensues – sure is hot outside, how’s the family, did you read AdWeek’s article on Pepsi’s evolving stance on socially responsible marketing executions – but soon gives way to more pressing matters.

Looking into her eyes, you spend 40 minutes laying out how your creative concept will lift her to unparalleled heights of economic ecstasy and how your media tactics will deliver her dulcet tones to those who will want her most.

Certain your words pierced her heart, you pause for reply.

“I like where this is going,” she starts, “but I’m not sure about the color scheme.”

Gulp. The date has taken a turn for the worse.

“Personally, I’m a huge fan of autumn tones.”

Autumn tones, but that doesn’t convey the emotion we’re…

“And could we tweak the TV for more of an X-Games feel? Maybe add in a couple of skateboards?”

The beguiling facade that baited you into this relationship is melting away.

“Sure the social media thing is neat, but it’s really not relevant to what we do.”

This isn’t the person you thought you were courting at all. It’s the second date and she’s already trying to change you. There’s only one thing to do – run.

Too many clients think they can create effective advertising on their own. So, why are they looking for a relationship in the first place? Because nobody likes to be alone. They want someone who will praise them when things go right and accept blame when things go wrong.

Well, that’s not a healthy relationship and you can do a whole lot better.

Find clients who love you for you, who respect your opinions and who value your expertise. Only then will you have the groundwork for a meaningful, trusting, long-lasting relationship.

“Advertising Affirmations” – There’s No Profit in Advertising to Yourself

A friend of mine used to write daily affirmations on his bathroom mirror. Each morning, inspiration stared back at him as he brushed his teeth and combed his hair. No one else ever saw the messages, but he did and, to him, that’s all that mattered. Too often, this mindset carries over into small business advertising.

Small business owners tend to advertise only on stations and in publications they personally enjoy. “Maybe we should focus our advertising on WZZZ: The Snooze. My wife and I listen every night before bed and so does my General Manager.” Now, I’m not going to ask how you know so much about your GM’s nocturnal habits, but I will ask this…“who cares what you listen to?!”

There’s no profit in advertising to you…nor your wife…nor your staff…nor your friends.

You see, – stick with me now, big point coming – advertising is supposed to reach and attract people who would not otherwise spend money with your company. Do you, your wife, your staff or your friends fit that description? Then they’re not your target audience.

Advertising agencies apply metrics to determine the best venues to deliver the client’s message to the appropriate audience. We know how many people ages 35-49, with household incomes of $100k+ listen to The Snooze between noon-3pm on Wednesdays. These are called ratings, which we offset against the cost of placement to determine value.

Your personal preference in radio stations, TV shows, magazines and websites means absolutely nothing. Trust the numbers to guide you to rational decisions that lead to more customers, more sales and more success or the next affirmation on your morning mirror may read, “this will be the best going out of business sale ever.”

“Socially Challenged” – Missing Out on Free Advertising

A couple months ago, one of our clients hired a new marketing director and, as is often the case, the new addition wanted to put her own stamp on things. Bring on the RFP.

Up to this point, our services were relegated to media buying and print design for this client. And, when I say print design, I mean simply wrapping client-supplied content in a pretty package. So, in a lot of ways, we were excited for this opportunity. If we won the RFP, we could finally bring all of our agency resources to bear and develop a genuine full-service partnership.

So, our media team went to work on a comprehensive 12-month plan with tons of added value while our creative gang churned out a fantastic campaign of TV, radio, print, outdoor and online executions. Naturally, we also recognized that no advertising plan is complete in this day and age without a substantial social media component.

Our social media plan hit on all bases…community hub on Facebook, industry news flashes on Twitter, video diaries on YouTube, reviews on Yelp, staff insights on Blogger…we had it all.

The day of the big presentation arrived and we headed out to meet with the CEO, CFO, CIO, MD, ABC, ETC. There were nearly a dozen people to hear our spiel. Of these, maybe three read the written version in advance, the others were hearing this stuff for the first time. Here’s the really fun part, we were the fourth agency presenting that day – and it was 4:45 Friday afternoon. Just keeping them awake would be a victory.

We led with the traditional media plan and followed with the creative concept before getting into the social media. Two minutes in, it was quite apparent no other agency even uttered the words, “social media.” A grey-haired gentleman in the back shifted in his chair. A well-heeled woman up front cocked her head to one side. And then came the question. “OK, so we do all this, but who cares? I mean, what’s the point.”

I spent the next several minutes explaining that today’s marketing benefits from establishing two-way relationships with consumers. I told them how sharing valued resources make you a trusted partner and keeps your brand in front of tomorrow’s clients. I pointed out that while much of their target audience is 35-54, that’s the fastest growing demographic for social media.

The points stimulated a lot of discussion and the new marketing director was all over it. To be honest, I got the impression she knew just as much as I did, which impressed me. Unfortunately, she was possibly the only one in the room who got it. Others remained skeptical until I dropped my trump card, “and did I mention this is all free?” Furrowed brows turned to curious stares as I went on to tell them that our agency will implement these strategies to whatever degree they desire, but that the majority of the work could be done internally, with no fees to our agency.

For us, bringing social media to the table wasn’t about generating additional account service charges, it was about earning the client’s trust, demonstrating that as their full-service agency, we will watch out for their best interests regardless of fattening our own pockets. That’s what they should expect of an agency partner.

Clients that don’t recognize the value of social media are missing the boat; agencies that don’t put clients’ long-term needs above their own short-term gains are missing the entire fleet.

“For Whom the Bells Toll” – The Most Annoyingly Effective Marketing Tactic Ever

10 days remain until Christmas. Bows don street posts, pine scents the air and, from Main Street to Macy’s, all I hear are bells, bells, bells. Salvation Army bells to be specific.

Is it just me, or are these people everywhere this year? Yesterday, I went to Publix…bell ringer. Today, a trip to Walmart…bell ringer. Later, I stopped by CVS…bell ringer. I got in my car to drive home, looked in the back seat…bell ringer.

Truth be told, I like the sound of the bells. They’re pretty. It’s the extent to which they’re deployed that troubles me. They start the day after Thanksgiving and continue through Christmas Eve. For four weeks/28 days/672 hours, you can’t approach the doors of a single retail establishment without hearing the din and passing the signature red bucket.

Isn’t it a bit much?

Then, of course, you have the adjacent goodwill ambassador eyeing each advancing patron, beckoning a dollar to his or her kettle. At least when I was a kid, they dressed as Santa. Now, they just stumble into their shift in whatever crumpled sweater they snatched off the bedroom floor.

Here’s the strategy in brief…hire a menagerie of minimum wagers. Arm them with a percussion instrument, a can and a heaping helping of holiday guilt. Then, position them where consumers intend to spend what precious reserve cash they have to brighten the lives of those dearest to them.

Who would ever advise a client to generate funds this way?

Yet, somehow, it works. And it works BIG. In 2007, the Salvation Army’s Red Kettle Campaign brought in $118 million to support initiatives including feeding children and families, assisting with natural disaster recovery and battling poverty, addiction and homelessness. Nickels and dimes and tens and twenties add up in a hurry when you’re working nationwide.

They say there’s no arguing with success. Unfortunately, I can’t hear them over the ringing in my ears.

“Lo-No” – Atrocities Perpetrated on Innocent Logos

I remember a road trip with my parents when I was nine. Halfway to Seattle, interstate traffic came to standstill. Dad said there was an accident ahead. When we eventually rolled past the scene, I saw three bodies compressed in the wreckage. A lump welled in my chest, my head grew light and lunch crept back up my neck. It was much the same feeling I get when I see a jagged logo inside a white box on a colored background.

Too few business owners guard their logo against lazy print designers, nonchalant broadcast producers, over zealous receptionists and themselves and the results are sickening.

Here are a few tips…

1. DON’T tell anyone to, “just grab the logo off our website.”
The logo on your website is low-resolution. That means that while it may look good on a monitor, it won’t when printed on a piece of paper. It will be grainy and the edges will look like the steps of the pyramids. Additionally, there are likely colors underneath and/or adjacent that will come along for the ride.

2. DON’T leave your logo in a white box.
This is often a symptom of pulling a logo from your website, but can also happen with a scanned version. The white around your logo exists as pixels. When you draw a rectangle around it, copy and paste it over a color, the white box remains. It takes a patient hand to erase the white, so lazy people leave it as is. This is both sloppy and embarrassing.

3. DON’T stretch your logo.
Imagine a picture of you printed on Silly Puddy. Think how your face would look if someone grabbed the sides and started pulling it apart. That’s the equivalent of what too many people do to logos. This is a favorite trick of administrative assistants and high school yearbook designers. They put the logo in the layout and then, “there’s too much blank space on the sides.” Next thing you know, your logo’s four times longer than God intended and once again, the edges look like something out of Giza.

4. DO get your logo as “vector.”
Vector files can be enlarged infinitely without diminishing quality. They can also be placed over colored backgrounds without the accompanying white box. This should be the format in which your logo was originally created, most likely using Adobe Illustrator. Look for a file name extension of either .EPS or .AI. Be sure to request a vector version of your logo the moment the design is approved and keep it close at hand at all times.

There’s not much that fundamentally demonstrates your regard for your brand more than the way in which you allow your logo to be displayed. Make sure it’s an expression of pride and not a total car wreck.