Marcom Resolutions for 2013- GS Exec Didn't Get The Memo?

In the spirit of "..'Tis the season to opine about resolutions for the new year..." we noticed 2 media articles today that inspired comment.
1. WSJ's "Money's No Object for His Stereo Types" .
This article profiles the Manhattan-based uber luxe business "catering to sound system/stereo aficionados for whom "money is no object", according to the business owner and former corporate litigator-turned-Crazy Eddie-to-the-ridiculously wealthy. 

Apparently, one (presumably senior) Goldman Sachs employee didn't read what any half-wit would think was an existing  internal memo that eschews employees from being profiled by the media whenever the topic of conspicuous consumption is being reported. This fellow not only spoke with the WSJ reporter who wrote the article, but acknowledged having just spent more than $200k to outfit his home with a state-of-art sound system. Although he did request that his name not be used for the article, the fact that he avowed being a Goldman Sachs employee would seemingly be in bad taste, particularly on the eve of a fiscal cliff agreement that imposes significant hits to the average Joe's take home pay.

On a more proactive point, WSJ's "How to Be a Better Boss in 2013" came equipped with elementary reminders for corporate execs and entrepreneurs.. The take-aways included the following:

•  The "reply to all" button is among the most misused—and reviled—pieces of office technology. At best, an accidental click can lead to an inbox-clogging chain of messages. At worst, it can cause a personal embarrassment before the entire company 

•   Set clear goals slightly beyond your current abilities and list specific actions that advance you toward that goal. Those hoping to move beyond the plateau should also seek feedback. Without frank, even harsh, feedback, progress will likely stall. 

•  You need to get out of your comfort zone. 

•  A successful manager needs to convince people to do things. Frame a choice as leading to a potential loss rather than a gain. This can create a sense of stress—and help managers get things done. Example: A study in which a group of executives were presented a proposal for an IT project. Twice as many in the group approved the proposal if the company was predicted to lose $500,000 if the proposal weren't accepted, compared with a scenario that predicted that the project would lead to profits of $500,000. 

•  Favorable outcomes almost double when we identify common ground with the other party in a negotiation. Find similarities between you and your customer—such as the car you drive or the age of your kids—and express them before you start negotiating with them over a contract or a price. 

•  Achieving any goal means grabbing hold of these opportunities before they slip through your fingers. One solution: If-then planning. Not only decide what you need to do, but also decide when and where you will do it, in advance. The general format of an if-then plan looks like this: If — occurs, then I will —. For example: When it's 3 p.m. today, then I'll stop whatever I'm doing and work on that project; If it's Monday, Wednesday, or Friday, then I'll go to the gym before work; If it's Tuesday morning, then I'll check in with all my direct reports.

 

Newtown CT Elementary School Massacre: When Will Corporate Executives Address The Issue of Gun Control

This writer has often used this blog as a tongue-in-cheek vehicle to spotlight the interesting, and sometimes ludicrous corporate marketing messages. The event that took place in Newtown CT--a few towns from where I live--compels me to opine from a different bully pit.

The topic of gun control in this country has been dominated by the NRA. The underlying thesis advanced by the gun lobby--and the one that waves the 2nd Amendment i.e. "our right to bear arms" is ostensibly embraced by an overwhelming number of American citizens. Who can't scratch their head when being told "Guns don't kill people, its people that kill people" ??

Let's put aside the fact that 'the overwhelming number of American citizens' are lemmings who take for granted the nonsense spewed by the media, or through the media courtesy of advertising paid for by those attempting to influence "the overwhelming number of American citizens." And it works--as best evidenced by the 'overwhelming' number of lemmings that are elected to public office and find themselves in the position to legislate.

The 'framers' of the Constitution introduced the 2nd Amendment because we lived in a world that required Americans to defend themselves against  a foreign government that wanted to impose its muscle on a people that fled that country (and many others in Europe) in order to build a democratic, law abiding, free land.  Ironically, Britain--the country we wanted to arm ourselves against, has always had rigorous laws prohibiting citizens from acquiring fire arms.

But, I digress. Let's take a look at the United States in 2012. The events in Newtown CT were caused by someone using an automatic weapon. How or why any individual citizen should be allowed to purchase an 

automatic weapon, or the ammunition needed to fire such a weapon  is beyond any rational explanation.

Gun proponents claim that aside from the "rights granted by the Constitution",  they use assault rifles/automatic weapons for hunting. Hunting what?! Deer? Rabbits? Elephants? Is it actually "normal" to believe there is a sport in killing animals with machine guns??

Celebs Embrace Social Media On-Line Megaphone to Build Brand Bank Accounts; Get On the Bus or Get Run Over By It.

Like it or leave it, according to today's front page of the NYT Sunday Business section,  celeb's use of social media (think Facebook and Twitter) has become a cottage industry for algo and data mining geeks who can turn cottage cheesy celebs into brand icons--and more importantly, introduce a data point for sponsored spokespeople's agents that can be used as a tipping point during contract negotiations.

Sure, you've heard this all before; marcom gurus have been touting social media for dozens of months, but now its gone institutional, and it's a practice area that hasn't gone unnoticed by the most brand burnishing Baristas. Case in point: :the who's who backers of  "theAudience", the most recent digital media consigliere to capture the mind share of marketing and sponsorship execs. Underwriters of this shop include William Morris Endeavor, Lionsgate, Universal Pictures — and one tech superstar, Sean Parker,
 
"..After largely ignoring social media — allowing fake Facebook pages to proliferate, sticking with tried-and-true publicity stops like “Entertainment Tonight” — stars and agents are realizing en masse that they need to get on that train.."

The British comedian Russell Brand says theAudience has helped him sell out shows “without any paid advertising”; the company also advises him on where to route tours, based on the geography of his fan base. “It’s a smart way to talk to my fans directly and in a bespoke manner,” Mr. Brand says.

The take-away: whether you're a fading star or an aspiring A-lister, social media + computer geek guidance is a low-cost strategy that can (according those who charge fat fees for finessing your message and build your follower list in a manner that builds your brand bank account.

Getting Nostalgic with Comfort Marketing; Macy’s Makes a Movie

Copyright 2012 The New York Times Company

Comfort Marketing...aka "using nostalgia to woo consumers during uncertain times" is one our fav topics, if only because the "times" have been particularly uncertain for a long time now, and specifically, for most of the past 10 years(!) that we've been blogging here.

If you are first time visitor, I'm a big fan of this type of advertising (go ahead, you can call it branding if you want), and the NY Times presumably piggybacked on our opining about this topic after they [coincidentally] ran on a piece on this very topic last January, immediately after we talked about it..

They're baaackkk! Courtesy of a great piece in today's NYT written by Stuart Elliott, Macy's is set to launch a TV ad campaign (and presumably, complemented by an online and a mobile-device compatible version) which "artfully co-mingles" Boy Bieber, Donald "You Can't Trump This!" Trump, Martha Stewart and Taylor Swift with clips of Edmund Gwenn aka Kris Kringle from the 1947 iconic film, "Miracle on 34th Street."

“The Macy’s campaign is indicative of a trend on Madison Avenue known as comfort marketing, using nostalgia to woo consumers during the uncertain economy. Other examples include revivals of familiar brand characters like Speedy Alka-Seltzer as well as campaigns that commemorate milestone anniversaries.”

For all of you marcom gurus and talking heads that have the attention of corporate sponsors, this is a strategy that always works well, if executed with creative thinking..