Jon Bell

on February 28, 2008

category: creative

Senior Copywriter

Do you have a favorite word?

I have a friend whose favorite word is mélange. He says he likes any English word that's actually French. Bizarre.

If you're a marketer, I'll bet your favorite word is FREE. Or maybe YOU. Or sometimes GUARANTEE.

My favorite marketing word is a little tricky . . . and some clients don't let me use it.

It's I. (Or should I say "c'est moi," in honor of my Francophile friend?)

I is a great word for emails and letters. It makes them look like they were written by a real person. How many personal emails have you written that haven't used the word I?

Some clients don't want their marketing to be that informal. Or, they think it sounds less customer-focused. I get that. But, for me, it's the word WE that does that, not I. That's the corporate WE I'm talking about. If you can get one or two YOU AND I's in your letter, you've got a chance of creating a bond with the recipient.

Throwing in an I also can let you say things the lawyers don't like . . . such as, "I think this is the best thing going." It puts its own disclaimer on the superlative. You ought to be careful with the superlatives anyway — but if your claim is true, and you really, really want to say it, this is a good way to do it.

Perhaps un peu sneaky, but c'est la marketing!
 

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Carolyn Hansen

on February 27, 2008

category: direct marketing

Vice President/Marketing

Our new favorite color.

Did you know Hacker Group has a green initiative that involves all of our clients?

We started working on it last year. We've come up with several ways to reduce our clients' impact on the environment without a huge hit to their budgets. We call it our green best practices.

Our goal is to compensate for our own office's carbon footprint through all the green practices we implement on behalf of our clients.
 

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Chrissy Vaughn

on February 22, 2008

category: a look into agency life

Account Executive

Our bonus compensation plan

It is one of the most beautiful compensations of this life that no man can sincerely try to help another without helping himself. . . . Serve and thou shall be served.
~Ralph Waldo Emerson

I read this quote the other day, and it struck me as exceptionally valid. As the chairman of the Philanthropy Committee here at Hacker, I often get swept away in a romanticized view of service. It's easy to imagine that the charitable events we promote and the donations of time and money from employees are truly selfless displays of generosity. After all, to think that your acts of kindness are 100% altruistic creates a very noble feeling. But, as Emerson so poignantly points out, in helping another you are ultimately helping yourself.

The benefits can be tangible: a boost of our reputation in the eyes of clients, a wonderful PR opportunity, or an annual tax write-off. Or, the benefits can be the abstract positive effects that stem from giving of time and service: a boost in employee morale, the sense that you’re doing the right thing, the good feeling you get when you help someone in need.

It’s always been my goal as Philanthropy Committee chairman to inspire people to give back . . . no matter what benefit they might be directly or indirectly receiving as a result. I'm of the opinion that everyone has their own reasons for doing charity work, but as long as someone in need benefits from that work, it can never be a bad thing!


 

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Joe Ellis

on February 20, 2008

category: lead generation

Business Development Director

The subway virtuoso.

He stood in the midst of the very busy L'Enfant Plaza station of the Washington, D.C. Metrorail system. Dressed in jeans and a T-shirt with a Washington Nationals baseball cap on his head, he played his violin for nearly an hour. His empty instrument case lay open on the floor silently begging donations from those who passed by.

The location was chosen carefully, targeting the government workers, financial forecasters, policy analysts, and other professionals who pass through the station every work day. Mostly an above-average income crowd, they are often thought to enjoy classical music brilliantly played.

And he masterfully played some of the world's greatest classical music. His repertoire –some of the most difficult-to-master pieces — flowed from a priceless violin handcrafted by Antonio Stradivari in 1713. Clearly this was no ordinary street musician. This was Joshua Bell, the world-renowned violinist who regularly thrills and captivates audiences around the world.

Just three days earlier Bell had played to a packed house at the Boston Symphony Hall where most paid over $100 per ticket. Two weeks later he performed before a North Bethesda, MD standing-room-only crowd that was in awe and hushed silence, bedazzled by the deft blending of sound and movement.

Yet during this unceremonious concert performed in the rail system of D.C., he and his music were barely noticed.

An experiment conducted by The Washington Post wanted to know how many passersby would recognize beauty and genius and stop to acknowledge it. So, here was Bell, "one of the finest classical musicians in the world, playing some of the most elegant music ever written on one of the most valuable violins ever made," wrote staff writer Gene Weingarten, but few recognized their encounter with musical greatness.

Of nearly a thousand people who walked by Bell, only seven paused for at least a minute to listen to his masterful presentation. Only 27 individuals showed their brief appreciation by dropping money in his violin case. A total of $32 and some change for a man whose talents can command $1,000 a minute.

Many of the commuters would undoubtedly have recognized Bell had they taken a few seconds to actually look his way. But, only one out of the crowd of a thousand recognized the world renowned virtuoso. She described it as "the most astonishing thing I've ever seen. Joshua Bell was standing there playing at rush hour and people were not stopping, not even looking".

The L'Enfant Plaza commuters did not recognize Bell because they were not seeking or paying attention. They were too busy going through the motions, head down, hell-bent on a timely execution of their daily travel ritual. As a result they missed what could have been the most memorable moment in a lifetime of commuting.

Like those commuters, many of us become so caught up in what we are doing in our own little world that we fail to recognize multiple opportunities that may pass us by. Schedules are tight; workloads full. Budgets are constantly reduced, but performance expectations remain high. We feel we must pay strict attention to what we are doing. We can't afford to be "distracted" — or can we?

The old saw, "If you keep doing what you're doing, you'll get more of what you've got" may speak volumes here. As professionals we can become so entrenched in the processes, structures and routines of our current situation that we don't even notice that better opportunities may be available.

Maybe we should look for those positive "interruptions" more often. I'll just bet most of us are passing up some "encounters with greatness" because were busily on our way down the all-too-familiar road of the "same 'ol, same 'ol."

Who knows what we might see if we took just a moment to look in a different direction. Trust me: There is always a "Joshua Bell" in your pathway vying for your attention. Look. Listen. It might be just what you are looking for.
 

Comments:


2/20/2008 at 9:25 p.m.
The Joshua Bell of BDM
Perhaps, Mr. Ellis, you are the Joshua Bell of blogging. And therefore, I just had my positive "distraction" from the everyday grind of proofreading by reading this well-written piece. Thanks for the encounter with greatness (time will tell, my friend. Time will tell).
>>PJ, Bellevue WA
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Brian Gilbert

on February 19, 2008

category: integrated marketing

Vice President/Integrated Marketing

What's the return on the cost of getting ROI data?

It's all about ROI nowadays ... and everybody and their (big) brother appear to be getting on the bandwagon.

This is from last Monday's (February 11) Wall Street Journal:

A new media research company, TRA — for "True ROI Accountability for Media" — is taking another crack at the problem. It merges data from people's cable set-top boxes with consumer-purchase databases, such as the information stores gather from frequent-shopper cards. For instance, a company could see whether households that watched an ad for its toothpaste later bought that brand of toothpaste.

Here's how TRA itself explains the technology:

TRA's engine which was developed over a ten-year period, and exclusively licensed to TRA, has the ability to cross-tabulate second by second advertising audience data from television digital set boxes ("DSTBs") in over 1,000,000 homes with other media touchpoints and actual household product purchasing data in the same 1,000,000 homes, and then providing advertisers with real-time online access to Web-based dashboard research reports of the processed data. This permits the advertisers and their agencies to reallocate their advertising, shifting money from advertising with lower sales per dollar, to advertising producing higher sales per dollar, so as to increase the advertising ROI. TRA's customers can generate media research reports from diverse databases, employing TRA's proprietary validated algorithms.

Did you get all that?

The desperation in this chasing after some way to measure ROI makes me a little sad. It's the holy grail of CMOs with big TV ad budgets — an online dashboard to justify their case when they are battling their colleagues from online and direct marketing for budgets. "Don't cut my $100 million media budget, look here ... my panel research shows that people bought our product as a result of my ad! I project an ROI on this ad campaign of 34:1. Of course that's the media cost only, excluding our agency fees, $750K in production expenses, the location shoot in Key West that my team had to personally oversee, the power lunch at Oceana ..."

Ummm, there's so much wrong with that picture. It's trying to isolate the buying decision for a TV spot ad amongst thousands of other variables ... I'm sorry, I still don't buy it. Trying to make the link from ad viewing to purchasing behavior is much different from measuring brand awareness and recall.

It's why Hacker Group says we'll only work in measurable media. Of course, for us, television actually is measurable — because we make an offer that requires people to raise their hand and be counted in order to receive it. There's no "black box" mojo about it — it's a direct and measurable link.

It strikes me that the money and energy taken to get at that ROI data would be better spent learning how your target market goes about purchasing your product and engineering creative ways to measure your marketing's effectiveness through breakthrough creative and innovative measurable offers — across all media — online, TV, point-of-sale, call center, direct ...
 

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Paul Jenulis

on February 14, 2008

category: a look into agency life

Proofreader

Tpyos

The other day I was riding the No. 2 home during one of Seattle's famous rainy days. The sun, hidden all day above a thick layer of gray, soaked clouds, was long gone by the time I hopped on the bus downtown. I was damp, my socks were wet (thanks, holes in my soles), and the bus was humid as all hell. Everyone was crammed in, some standing (hovering, as it were), others coughing and sniffling, the person to my right reeking of liquor and musty clothes. (I can't wait until Hacker Group moves to downtown Seattle, when my commute turns into just a 20-minute walk down Fourth Avenue and I no longer have to deal with getting drunk from merely smelling the alcohol on the person next to me on the bus. Oh, hurry up May!)

To make it through the ride from downtown to my little abode, and to distract me from the horrors of riding that filthy bus, I decided to read the advertising placards above the windows. Scanning over them, one, in particular, caught my attention. It was about abortion, lesbian healthcare, and donor inemination.

Donor inemination?

Is this a word I don't know?, I thought.

A dictionary would have been nice at the time, so I could educate myself, build my vocabulary. Seriously? Inemination? That's a word?

No. It's not. It was a friggin' typo.

This brought me back to a few months ago, when I began carrying a red pen with me wherever I went, so that, when I came upon a typo, which happens fairly often (especially when reading menus), I could correct it. Unfortunately, my red pen decided it would much rather explore this crazy world than be stuck in my pocket all day. (Where are you pen? Have you found a happy home? Are you safe? Or are you in a gutter somewhere, longing for me too?) So I was penless at the time of the inemination, and there was nothing I could do to save the day.

I know we're all prone to errors. We are, after all, human. And we all have bad days. That's a given. It's forgivable (usually), except when you're a proofreader, because, when you have a bad day proofreading, people notice. Hacker Group isn't immune to this. We have produced work in the past that has had errors in it, a fine example of bad days, indeed. (I, for instance, had missed the 'y' dropping off the end of 'handy,' making the sentence read: "Keep your Priority Code hand." And believe me, that's not the only miss I've had these past three years.) So the dropping of the 's' on that placard is forgivable to a certain extent. Except that, when I read other placards on the bus and I see things like "Award Winning Mechanics," I wonder just who is proofing this stuff (it should be Award-Winning Mechanics).

Seeing things like this irks me. So does the confusion with your-you're (your is possessive; you're means you are) and its-it's (its is possessive, it's means it is or it has). You're still reading this? That's your fault. It's not mine.

Ugh. I'm such a nerd.

But a nerd who doesn’t need to worry about artificial inemination no matter how it's spelled.

I just need red pens.

And shoes.
 

Comments:


2/21/2008 at 6:40 p.m.
Right on!
Once a proofreader, always a proofreader....even when you move to the account side. Your story made me smile, Paul. It's all so true in the life of people like us.
>>Chrissy Vaughn, Redmond, WA 
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Carolyn Hansen

on February 12, 2008

category: direct marketing

Vice President/Marketing

Age before beauty.

Ad Age recently published a survey about marketing to Baby Boomers.

...The results found that marketers overgeneralize, misrepresent and sometimes ignore the generation, lumping them together and, in the process, alienating them.

Apparently those wacky Boomers don't like the generalizations made about them any more than Gen Xers or Millennials do. Nobody knew this before, because Boomers don't whine about that kind of stuff. They just roll over anyone dumb enough not to pay attention.

Here's a fascinating tidbit.

An overwhelming majority of survey respondents felt misrepresented and neglected by the advertising industry...

Why would that be? Advertisers focus on demographics like age and gender. How could they neglect such a huge group?

One answer is that advertisers like the idea of appealing to a younger demographic. They may believe the older audience is already either loyal to them or the competition, so they're not worth fighting for. And they'd better make sure to get the kids on board with the brand as soon as possible. They may also believe that for many products, Boomers follow the lead of the youth target in order to stay as young and hip as possible. I certainly know people like that.

Of course, direct marketers look at the concept of "target audience" through an entirely different lens from general advertising agencies. Age isn't important. Interests and behavior are the critical data points.

No one needs a survey to find out whether cat owners ... or people who travel ... or gourmet cooks feel neglected by advertisers.
 

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Carolyn Hansen

on February 8, 2008

category: direct marketing

Vice President/Marketing

No such thing as bad publicity?

The New York Times just announced that Salesgenie.com is pulling an ad it ran on the Super Bowl — the one with the animated pandas with the awful fake Chinese accents.

People found it offensive. I have to admit, it struck me as going a little too far when I saw it during the game.

The guy who wrote the commercial, Vinod Gupta, owns the company. He's a direct marketer who knows what he's doing. My guess is that orchestrated the whole thing. I've never met the man and it's probably wrong for me to guess what his motives were. But, he made the New York Times, for heaven's sake!

Direct marketers know that anything that's agitating enough to get a big negative reaction is probably going to get you a lot of positive response as well. You rarely can soothe someone into buying something.

What's great about knowing this is that you can dial up or down the agitation to match your goals. Gupta doesn't care about the long-term impact of his bizarre commercial. He's not hoping to build a brand in the same sense most of our clients do. He wants a quick sales boost.

Most of us have longer term strategies. And direct marketing is only one tool in the CMO's box. All branding, sales and marketing goals need to mesh. That's part of the challenge and part of the fun.
 

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Brian Gilbert

on February 7, 2008

category: direct marketing

Vice President/Integrated Marketing

If you were spending $2.7 Million, wouldn't you try to get the most out of it?

I love the Super Bowl. All the hype ... fantastic athletes ... it's the one time of year I allow myself to eat Ruffles and French Onion dip guilt-free ... and just about as much excitement regarding the ads as around the game. As an integrated marketer, closet junk food junkie, and die-hard football fan, it's a day that hits on all cylinders.

In the "post-game analysis" of the ads, there has been some interesting research released from Reprise Media. Only 6% of Super Bowl advertisers offered an online call to action during their 30 or 60 seconds of fame. That's a pretty odd decision for 94% of those smart marketers. If you were hoping to drive some consumer action – or even (gasp) revenue for crying out loud – why wouldn't you make it clear what you wanted the millions of watchers to do.

Some brands definitely seemed to make their ads work harder and get my respect as a direct marketer. My "touchdown" marketer this year had to be Tide. They engineered a masterful scoring drive:

  • DM strategy - included a call to action in their spot driving them to a campaign specific microsite (www.mytalkingstain.com)
  • Creative – offering bizarre but intriguing creative that broke through and was memorable
  • Integration – they supported their campaign with Search Engine Marketing
  • Follow-through – they built a great microsite that involves the consumer and gets you to identify yourself. Heck, they even got me to build my own customized talking stain – and now they have my mailing and email address.
  • Brands that also scored apparent touchdowns – but the score should be called back on a penalty for bad creative – include GoDaddy.com and SalesGenie. They offered strong integration, but they need to fire their agencies for negatively impacting the brand with horrible concepts. Talking cartoon Pandas with horrible voice over talent ... Teenage boy humor ... Gimme a break!

    I'm also surprised to learn from reprisemedia.com that 30% of these big advertisers failed to buy any paid search advertising on their own brand names in case somebody decided to seek them out online. Wake up people!

    Many of these advertisers teased their ads to the trade press. They love talking to themselves ... they just seem a little frightened about starting a dialog with consumers. Isn't that where they should be focusing their energies first ... and then getting into the Super Bowl "hype" only after they hit the mark for the brands they represent?

    I can't wait to see if marketers roll out anything interesting for March Madness ... you can bet I'll be watching ... and snacking on some chips and salsa – Tide Stain remover at the ready.
     

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    Spyro Kourtis

    on February 6, 2008

    category: direct marketing

    President and CEO

    All stakeholders are asking for accountability

    "How do you know your new campaign won't suck as much as your last one?"

    That was the big question on Monday when Wendy's International gave their fourth-quarter report on a conference call to stock analysts. When the analysts start asking about your marketing strategy, it's got to hurt.

    The honest answer would have to be that they have no idea how good their new advertising is. It took them a full year to realize that their critically-acclaimed, red-wig campaign had failed with the masses.

    I understand that advertising campaigns need some time to take hold. But this is fast food, not a considered purchase like a new car. If it doesn't move the sales needle within a month or so, that would be the time to start looking for a new answer.

    Plenty of people will be questioning your judgment if you don't.
     

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    Jon Bell

    on February 5, 2008

    category: creative

    Senior Copywriter

    Opinions are meaningless in business.

    Here we are, a group of professional marketers, sitting around the day after the Super Bowl, talking about the commercials. Many of us have worked together for years. We think we know each other.

    And then, KAPOW! You learn that someone else at the table — someone you respect — actually liked the boring Derek Jeter commercial for who-knows-what energy drink.

    It came home to me again that we live in a world full of opinions. You can't depend on them. They're just so stupidly subjective. By which I mean they're not all the same as mine.

    Around here, when we're talking about the work and someone has an opinion that can't be backed up by data, we call it "a focus group of one."

    Opinions are meaningless. I won't go so far as to say they're worthless, because sometimes you don't have data and you need to go with your gut. But it's best to know that going in. That way you can be sure to test your ideas and learn something for the next time around.
     

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