Marketing Communications: What is McCain thinking??

Its always fascinating to observe political campaign "messaging" strategies, as they're really nothing more than marketing/advertising campaigns on steroids.

They're a composite of what the most aggressive brand marketing campaigns encompass, leveraging every type of guerilla marketing application, every type of media outlet,and are wrapped with every type of PR and awareness tactic under the sun.

The common wisdom of brand marketing and positioning is that a truly successful marketing campaign is supposed to stick to a consistent theme of messages and clear value propositions throughout the course of the campaign: that's what we call Brand Integrity 101. If you switch messages, you confuse consumers--and consumers don't like to be confused.

One would think this would be the most obvious tactic when it comes to a political campaign. However, much to our chagrin--and especially during times of great crisis and uncertainty, the rules of engagement for those selling a political product are completely contradictory to those espoused by accomplished brand marketing experts.

Yes...many of those reading this will say "Duh-tell me something we don't know.."
But for those that depend on Harvard MBA's or other 'case study' experts, the case in point that should be a What Not To Do when promoting a product is the marketing campaign behind attempts to sell the John McCain and Sarah Palin product.

1. Negative Advertising. Pounding a competing product is actually not a bad tactic at the appropriate time--as long as the pounding is credible. And, Bill Clinton said that politics is a contact sport; implying that the rules change after each play.

That said, numerous federal agencies that govern product marketing have very clear rules prohibiting fraudulent and/or deceptive advertising. False claims about competing products are considered libelous, and those messages found to be fraudulent can result in criminal prosecution.

Most recent accusations made by McCain & Co.'s advertising team--including direct statements made by his anointed running mate with regard to Senator Obama's purported 'terrorist' links are not only completely unsubstantiated, but if those statements were regulated by a federal or state agency, they would easily be considered deceptive, if not fraudulent.

..Obviously, political campaign statements aren't regulated by any government agency (way too complicated), but any reasonably well-trained marketing student would clearly know that when a manufacurer is found to be delivering a false claim, the consumer backlash to negative advertising can sink a brand in a matter of days. The result? The product collects dust on the shelf-then its sent back to the manufacturer, who disposes of it in a junk pile-or ships it to an overseas country at a discounted price.

Changing the packaging. If one package type or size doesn't sell, manufacturers try to adjust quickly and re-package, but they typically use the same ingredients.

In this case, the republican presidential campaign is not only re-packaging on an hourly basis, they keep changing the ingredients, which is destroying an already aging Grand Old Party brand that once prided itself on a relatively unchanging set of ingredients. Yes, these are historic times, and we're facing challenges that are unprecedented, and 'change' is the recipe that we need, but changing ingredients based on every tick in stock futures is merely causing consumer confidence in the underlying product to disintegrate faster than the value of our retirement investments.

Crisp, clear, concise and CONSISTENT messages are the basic elements to promoting any product, a tactic that even Mr. McCain's wife will acknowledge, as Budweiser succeeded in that strategy for three generations.

And if consumers are finding they no longer like the taste, manufacturers spend lots of time and thought on researching what will work-they don't roll out a new product change every 3 hours. Even in the most volatile of times.

Crisis Management : Overcoming Fear & Panic

If Vladimir Putin had his way, he'd probably pull the plug on CNBC in an effort to stop the media from making a really bad financial situation worse. He'd certainly pull the plug on the program trading software that many believe drives the price of stocks like a drunken driver.

Inasmuch as too many of us, instead of focusing on being productive, are probably sitting in front of TV screens watching the financial market meltdown, like a deer staring into the headlights, and busy calculating the mounting losses to our businesses, and more importantly--the damage to our life savings, the fact is that no single person (not even Hank Paulson or John McCain) can change the course of events that are unfolding.

However, and barring the world coming to an end--which I don't believe is a likely outcome, this is a rare opportunity for leaders and entrepreneurs to position themselves and to focus not on what they're losing, but on how to be proactive, positive and innovative. According to my very wise father, who is now trading above 83, and a fellow that has lived through 7 decades of financial market ups and downs from his catbird seat on the floor of major stock exchanges, "Its always darkest before the dawn."

Perhaps not an original statement, but one that should resonate with marketers, brand managers, and business operators. This is the time to initiate strategies that capture the confidence of employees, partners, clients and customers. This is the time for entrepreneurs to focus on products/services and technologies that deliver cost savings and more efficient business processes. This is the time for branding, PR, and investor relations messages that inspire and provide assurance and credibility. This is the time for coopetition, and crisp, clear, concise and believable messages.

This is the time to position yourself as a confident leader--with that, you'll be protecting the morale of your most valuable sales people--which includes everyone that works in your company--and your most valued customers. An expert on that topic is LeadershipIQ's Mark Murphy; his guidance and counsel has proven invaluable to companies of all sizes, including Fortune 50's.

There are hundreds of innovators and smart solution providers--a handful are profiled at JLC Group's website--and finding the solutions--whether its objective analysis, creative sales approaches, or efficient technologies merely requires solid research and thoughtful and comprehensive evaluation.

Sure, we're all going to be adjusting, tightening belts, and re-evaluating what we consume and how we consume it. But as economic fear permeates throughout our homes and workplaces, perhaps like few other times in our modern history, save for the 1930's, my Dad has also always said, "This too shall pass..". And he's got an amazing track record for being right.

Marketing Messages in Times of Mayhem; Perception Management 101

Are we in "unheralded times"? For many, the answer is yes. But for those of us that have been around for more than 15 minutes, or for those that have studied the history of financial markets, we've seen plenty of individual companies, industries, and even economies experience periods of crisis and mayhem.

Bubbles burst, and business cycle "crashes" can swallow the best of companies that fail to quickly respond with proactive messages that reassure customers, clients, partners and employees.

With regard to corporate messages from financial service companies, this is obviously one of the most critical times in history--as the value and competitive position of just about every financial service enterprise is based on good will, credibility and confidence.

Corporate Image, otherwise a "soft asset" is the lifeblood of banks, brokers, lenders, and just about any business that serves a financial service-related entity...and the credibility of these institutions is the foundation to any free enterprise system.

And those that fail to take proactive steps to address the current 'crisis' by not quickly and effectively re-engineering their corporate messaging strategies, from PR to investor relations to advertising campaigns, will find themselves watching their customers run for the hills to havens that are perceived to be safer and more reliable.

Gary Stibel of New England Consulting Group in Westport, CT--an advisory firm that is now expanding its suite of services to include financial crisis management, summed it up nicely in a comment that appeared in today's NY Times: "This is NOT the time for keeping to the course.."

Telepresence for Talking Heads: DeskTop Video Broadcasting, Video Conferencing and Even Pay-Per-View Apps: The New Trend in New Media

In 2001, while overseeing marketing and communications for a boutique brokerage specializing in junk bonds, I joined hands with a technology vendor to introduce a live video/webcam platform that broadcasted the firm's trading desk to clients of the firm. We thought it took the phrase "transparency in trading markets" to a completely new level--as it provided live video streaming so that customers could see and hear the action.

We were ahead of our time, and even if the rest of Wall Street remained reticent when it came to transparency, video conferencing and streaming applications, (the majority of which were actually developed by technology gurus from within the adult entertainment sector), has, over the past 8 years, evolved to the point where the catch phrase "telepresence" is perhaps the fastest growing telecommunications application.

Video conferencing platforms introduced 7-8 years ago and affordable only to those with $700,000 or more to spend, have evolved; plug and play desktop applications that deliver interactive, TV quality video and audio are the hottest thing since rye bread--as evidenced not only by Cisco's recently announced initiative to "mash" recently acquired video streaming technology with its WebEx product as a means of providing a full suite of next-gen 'telepresence' apps (by combining presentation, interactive voice and video, etc)--but this trend is hotter than fire when looking at the growing number of smaller technology companies that are delivering plug n play and highly affordable (think $399 a month) platforms that can transform the way in which corporate communication and HR execs, marketers, pundits, telecommunicating talking heads, and Bob The Bloggers communicate with their respective captive audiences.

Cisco's system, which is down from $700k+ and now comes in at about $300,000(including furniture for your own corporate broadcast 'studio') is well out of reach for most pocketbooks, especially the mass audience that wants to broadcast from their corporate or home office. The latter group has, for the past few years, been lukewarm, but receptive to using the nascent market for 'walk-in' videoconferencing "studios" that provide turnkey internet and interactive video broadcasting services at a cost of about $1000/hr.

But for those that have watched their retirement accounts with AIG stock implode, and have pared their business budgets to the bone, if you don't have the time/energy to research platforms that are truly affordable, amazingly robust in terms of broadcast quality, feature rich (interactive, multiple windows, a pay-per-view and billing module, the ability to insert advertiser messages, can be operated by monkeys, and can pay for themselves in one single broadcast--we tripped over a solution.

No coincidence that its been developed by the same technology vendor that made the first stride in enhancing the transparency of the firm I worked for 8 years ago.

The provider is Montreal-based LCN Technologies--and having worked with this outfit for years and watching from afar as they've introduced true technology innovation, this is the first place that I'd recommend for anyone that is considering getting on board the new media train that 'gets it' when it comes to ways that can bring you, your content, and your message to your captive audience.

The fact that this platform includes a billing module--allowing broadcasters to charge on a pay-per-view basis is particularly compelling to a wide range of professions and practices..If you don't want to charge your audience for viewing (or downloading archived programs), that's fine--the module includes the ability to insert sponsor and advertiser displays around the frame of the screen, or in marquee scrolling format...

Now you can effectively operate your own "iTV" platform for a few hundred bucks a month..the only hardware you need is a videocam..good ones cost less than a hundred bucks, really good ones cost no more than $300-$400..Want to transform your blogging platform? Bored with static WebEx features?..Want real interactivity with your audience? Now, you too can be just like the talking heads on CNBC, Fox, but better-because these new apps are interactive--think video telephone with a 19 in screen and no latency--or you can simply introduce a corporate communication network that can save tens of thousands of dollars every month when considering your cost of travel, including off-sites that don't really require every being in the same room, etc.

Aside from LCN, we tripped over Telanetix--they've positioned their $30,000 "video conferencing" platform to be a competitor to the Cisco-type $300k platforms--but again, we think that LCN's "turnkey" offering (vs their month to month lease), which provides a one-time license to their system is winning solution, and according to the vendor, you can have the life-time license for as little as $7000. For $300/mo (give or take), they'll host, stream, administer viewer registrations, billing modules, archive and maintain a swath of viewer metrics, and provide 24/7 technical support.. Don't be afraid if you see my face and hear my voice appearing on your desktop!!

Corporate Sponsorship & Academia: Drawing the Line?

Is a corporate-sponsored marketing course an academic service, or a self-serving one? asks Rob Walker in his well-written New York Times Sunday Magazine piece that profiles a controversy ignited by of all groups, a non-profit trade association that sponsored an academic course at New York's Hunter College and several other universities across the country..

If you don't get the Sunday NY Times Magazine--here's the upshot..I.A.C.C., the IntL. Anti-counterfeiting Coalition, whose members include leading brand manufacturers, underwrote a course at Hunter (and 7 other campuses) that was intended to enlist the resources (and peer relationships) of those participating in the class, to instill the doctrine of Knocking Off is Bad.

The course work, which includes teams of students creating an assortment of very innovative digital and print ads, and compelling experiential marketing campaigns that are now being leveraged by I.A.C.C., has evoked post traumatic stress with some academics, specifically those that believe a line in the sand needs to be drawn prohibiting corporates, trade groups, non-profits, and anyone else that has an agenda from imposing their mantras when sponsoring educational curriculum.

Yes, some are all-consumed by the notion Big Brand Brother is getting his hooks into the crannies of our young, and oh-so-easily influenced college students and exploiting their intellect.

For those that agree that corporate sponsorship of colleges should have strict black and white rules and 14 ft Chinese walls that separate church from state and college students from their prospective corporate hiring managers, you're invited to submit a comment and share your thoughts!

Marketing To Moms : Can You Spell Blog?

For those in the marketing/communications profession, most are familiar with MarketingSherpa, but if you're not, its worth your time to get on the newsletter subscription list (its free), as odds are high that you'll encounter an article that makes good sense, and very possibly, a fistful of dollars.

The link in title to this posting is the first in a series of articles from MarketingSherpa i.e. "how to market to the mommy market" is very solid, and includes links to a variety of high traffic blogs that have become frequent destinations for the new generation of gals with kids in tow.

Using Comic Book Format To Introduce Innovative Ideas: Google Case Study

For those that might have seen a posting made here almost a year ago, you'll appreciate that we presciently pontificated on the increasing use of comic book-style strategies within corporate publications, main-stream marketing and advertising collateral, and as Google has done courtesy of famed comic book king Scott McCloud, within new product launch announcements.

As observed by leadership guru Mark Murphy, founder of LeadershipIQ, "...the need to address the needs and tastes of Gen Y, a group that is dominating the new work force and represents the most sought after consumer demographic cannot be underestimated.." What Murphy is saying is that we need to speak the language of what is becoming our largest audience, and to deliver messages in a way that inspires, influences and win their votes.

Comic book format messaging became widespread in Japan several years ago, and the 'style' has been successively and successfully embraced by Fortune brands in the course of executing a wide spectrum of marketing and awareness initiatives.

Whether Google's Chrome browser supercedes Microsoft IE, or Firefox (a browser that we have aggressively recommended to corporate and educational industry clients soon after it was introduced)is only something that time can determine. Switching browsers is relatively easy and painless, switching mindsets is something else. Especially when many are hyper-sensitive when it comes to privacy; Chrome will undoubtedly come equipped with imbedded tracking applications that can be used to further enhance Google's Adwords platform and deliver ever-more focused demographic zoning features.

The New Investor Relations Buzz Word: Swirl

Hats off to Yahoo!'s Susan Decker for introducing a new phrase to the investor relations world...
In the first sentence of prepared remarks made on a recent investor conference call, Ms. Decker said "...Notwithstanding a more difficult economic environment, and substantial external swirl related to Microsoft.."

Ah...in this context, Swirl means "distracting jibber jabber"... and presumably, her speech writer can be credited with introducing a new synonym for "spin". Although 'swirl' also conjures up the image of a cyclone...and I don't know that Susan intended to suggest that Microsoft has created a powerful storm

My local Carvel has a great swirl, comprised of fat-free coffee and raspberry...its great with low-cal cookie crunchies and a perfect soother when encountering head winds.

But when it comes to investor relations phrases, I'm going to stick with "jibber jabber"..although this phrase might not be easily translated from English to other languages.

Marcomm 301: Loose Lips Sink Ships

Great insight on the new age of marketing communications courtesy of MarketingProfs.com:

If you're working on a deal that hadn't been made public, the last thing you'll do is announce it to your friends on Twitter. And yet, warns Rohit Bhargava in a post at the Influential Marketing Blog, savvy online observers could use a variety of tidbits to gather information you never meant to share. Here's his hypothetical scenario:

* You tweet about a business trip to the West Coast with a friend who is known to be a lawyer.
* She updates her Facebook profile, mentioning a client meeting in Redmond, Washington.
* Media outlets quote a Microsoft executive about being in discussions with companies in your field.
* A Microsoft engineer blogs about a new company in your town.

"In four small updates from unrelated people," says Bhargava, "a smart social media surfer could get a very direct sense of a deal about to happen and some inside information [you didn't intend to share]." To combat online "spying," he recommends the following:

* Educate employees on the potential ramifications of sharing information online.
* Teach selective friending.
* Monitor comments made from within your company to head off inadvertent "leaks" before they become major problems.

Says Bhargava, "It is only a matter of time before Social Media Espionage becomes a concern that some businesses will need to have a preemptive strategy to fight against." Your Marketing Inspiration is to be prepared.

Protecting The Corporate Brand: What To Do About Online Attacks

A bit dated, but this WSJ article can prove to be timeless in an age where aggravated customers can vent their frustrations to the world by simply pressing "submit comment"

Internet has drastically increased the potential damage to a brand or a company's reputation. Frustrations with a company's practices, products and service that once were confined to relatively small circles now reach complete strangers around the world. With a very low cost of entry, disgruntled customers, workers and former workers are free to post messages, create Web sites and blog about grievances. Advocacy and special-interest groups use their Web sites to stage attacks on companies and rally support for their positions. And all of it is often archived, searchable and printable.

The potential harm from such attacks should not be underestimated. They can damage a company's reputation, hurt sales and scare off potential -- and current -- employees. Investors may flee, and partnerships may be put at risk.

1.Companies need to monitor the Web for criticism and be able to move quickly on matters that could hurt their reputation or brands. Such monitoring should cover not only corporate, professional and industry Web sites, but also grass-roots sites, such as blogs and bulletin boards.

2.Companies should examine their current practices in dealing with grievances, gripes and concerns. Researchers have consistently found that the manner in which a company attempts to remedy a complaint and how the company interacts with dissatisfied stakeholders can either temper or exacerbate the conflict -- even when the company can't provide the outcome the stakeholder desires.

As a result, companies should limit heavy-handed responses such as threats of legal action to areas in which protective measures are more justifiable -- such as preventing financial disclosures, or discussions about strategic and proprietary information. They should also develop clear employee guidelines for when -- and when not -- to blog, post messages or generate other Web content.
3. At the most successful companies, dedication to fair processes percolated through all levels of the organization. Companies should train managers to understand the risks that attacks can pose to the brand -- and to appreciate the dangers that unfair treatment can pose.
4.Once a brand-damaging attack appears, companies should try to address it directly, and quickly, going directly to the site where the criticism originated. They should also drive the discussion in a way that displays the company's dedication to fairness and tries to restore a sense of justice for those involved.