Just a few weeks ago, Ad Age was lamenting the future of CMO’s with their short stints at the top. Next thing you know, they are popping up in their own tv spots.
This morning at the gym, in the span of 2o minutes, I saw two spots featuring CMO types:
The spot’s theme is how the CMO scored a success by sponsoring NASCAR driver Tony Stewart’s armpits as ads for Old Spice. Old Spice wants you to visit the excitement at www.tonystewartsarmpits.com
The second CMO as rockstar sighting was a Coors ad- probably about drinking responsibly. However, I can’t find any reference to the spot, or the CMO (other than Coors has a new CMO) anywhere. The fact is- no consumers care who the CMO is- or what they think, much less than they care who the CEO is- unless you are Steve Jobs.
Advertising isn’t about you- the marketer, it’s about what interests the customer.
Back in 2005 Rupert Murdoch was interviewed in Business week, long before he purchased the Wall Street Journal and Dow Jones:
The Birth of Murdoch.com
BROAD VISION. “Our strategy is quite simple,” Murdoch said. “News Corp. at its core is about content. The Web at its core is about personal choice. What we are aiming to do is combine the two, and in the process redefine the meaning of [an] Internet vertical.”
And in buying up newspapers, which ad agencies and CMO’s are writing off as an advertising medium- Murdoch is proving he’s way ahead of everyone else: he’s buying content generators, which will give him eyeballs. He’s planning on earning attention the old fashioned way- by providing useful content.
Which brings me to advertising as practiced today. We’re no longer generating ads to ride along with content- now more than ever the ad has to be able to stand alone as its own content. Not by intruding, but by being invited as content worth watching. So fun, interesting, informative that consumers will actually want to share it, interact with it, or use it to expand their own personal equity stash.
So, before you look at your next media buy and your new ad campaign, look at it as content first, and think what you would do with it? If you would want to hang it on your wall, share it with friends, save it to solve problems, or just keep it because it’s beautiful or funny- then go ahead and run it.
If it doesn’t do any of those things, or is mostly you beating your chest, maybe it’s time to select a new ad agency.
Putting an account into review seems to be pretty popular these days. Doesn’t matter what you did for us for the last twenty, thirty or fifty years, or if we catapulted the client to the top of their category- a new CMO (and they change faster than models at a fashion show these days) has to strut their stuff and see if they can save a bit on fees or trade you in on a new model agency. The client agency relationship in America has gone the same way the institution of marriage has gone- from till death do us part, to starter marriages and a string of trophy wives.
The most recent shockers were GSD+M losing Walmart, Wieden + Kennedy losing Nike running and Fallon losing BMW. All the agencies had taken their clients to the top- and then some. With each of these divorces must come costs- yet, clients don’t seem to understand the brand equity involved in an agency relationship. It can take years to find a client voice- and only one swift move by a budding CMO to lose it.
So, with the “trading agencies” show going great guns- the new business to be in is one of matchmaker- to which we recently added Ark Advisors/AAI to the mix. Here is their uninspired bio: (with writing like this, it’s a wonder they are qualified to tell the good agencies from the bad)
About Us
Ark Advisors is a management consulting firm that focuses on a broad range of complex issues facing corporate advertisers and their marketing communications partners. We work in concert with our clients to optimize their relationships with their agencies and to maximize the effectiveness of their own marketing operations.
We have four primary areas of specialization: Agency/Resource Search, Agency Compensation, Client-Agency Relationship management, and corporate Marketing Management.
The iPhone is a beautiful device- but it’s an even better marketing case study.
Up until the iPhone mobile phone service providers like Cingular, Verizon, T-mobile, Sprint, Nextel, Blackberry etc. talked about coverage, price, service, products or service. Differentiation techniques included Nextel’s walkie-talkie function, T-mobile’s five friend deal, Verizon with their “network” and “Can you hear me know” tagline, AT&T claimed more bars, Sprint had “an all digital network” and Blackberry delivered e-mail.
Now- everyone is looking for an iPhone killer- with multi-touch screens coming fast and furious and a new look at “Smart Phone” features. But what the telco’s are missing is that the iPhone phenomena isn’t about technology, it’s not about cool design, it’s not (well almost not) about status- it’s about providing a better user experience. It’s experiential marketing- and it’s something all the Telcos have missed from day one.
Apple understands the integration of form, function and the user experience better than most brands. What has set a Macintosh apart from the competition isn’t just the superior industrial design- but the experience of working with a computer. Apple integrates the hardware and the software to just work better and has from day one. Plug-n-play has been the standard since the Mac launched- no configuration necessary. It’s that kind of approach to the integration of technology into the users life that’s making Apple the instant king of the mobile telecom market.
For example: after the third time my non-smart phone had died- and I couldn’t restore my contacts with the help of the people at the Sprint store- I switched to a “Smart phone” that allowed me to sync my contacts to my computer. How hard could it be for Sprint to keep my data backed up on their server for a phone? Easy- and privacy shouldn’t be an issue- since they already log all my calls. Has Sprint thought about that? Of course not- they aren’t concerned with the user- except when the bill doesn’t get paid.
It’s been said that the cell phone is the most important fashion accessory to teens. Marketers who still believe in brand loyalty- always strive to reach this market to develop long lasting relationships- yet few have really analyzed what the teen market wants. Outside of the price of the iPhone- it integrates the complete students wardrobe electronic accessory closet- a music/video player, a phone, a camera, e-mail and IM functions, web browsing. Except for the missing video camera- this is the ultimate teen toy. And if you think price is an issue- remember the first 5gb iPods were $500 and didn’t take long to own 70+% of the mp3 player market.
Apple is once again showing an entire industry that changing the experience of how consumers use a device is more important than price, service, or your “brand.”
Differentiation/innovation is the only sustainable competitive advantage in marketing. Lower prices and sales aren’t what they used to be. Providing a better experience is what is turning the iPhone into the fast selling consumer electronics device ever.
How can you change your delivery of products and services into a better, simpler, easier experience? That should be your first step in marketing anything today.
That’s the next wave in marketing and innovation.
I’m not sure who the independent restaurants hired, but the site by the Dayton Daily News isn’t helping them much.
How do I know, well, people searching for “Dayton Independents” are ending up on my personal site: esrati.com which has a section on great places to eat and drink in Dayton Ohio.
This is why an agency that knows web 2.0 is critical to the success of any campaign- test your agencies adoption of this new way of doing business by going to google and typing in: site:agencyurl.tld and see how many pages come up.
Here is a snapshot of the Google results for “Dayton Independents” - note Esrati.com is number three.
It’s not enough anymore to run an ad, have a site, and expect results unless you have a modicum of Search Engine Optimization under your belt.
Adrants » Old Spice Stakes Claim to Tony Stewart’s Armpits
I’m not sure who the independent restaurants hired, but the site by the Dayton Daily News isn’t helping them much.