The HuGo BuZZ

Customer Experience

2010-12-07T05:36:00.001-08:00

What experience ??

Front line refers to: “The forward-most friendly forces on the battlefield”. Now, put that through Sun- Tzu’s (The Art of War) perspective and contemporary marketing propositions. We see the front line right at customer touch points. Traditional touch-points include face-to-face interactions: Reps, associates, brand ambassadors, cash registers and even mall security. Also remote tactics like telephone and mail, or digital touch-points like web, e-mail and potentially mobile phone interfaces. It is, in all perspectives, the last meter of a very expensive marketing communications ploy that aims at closing a sale, making a transaction and winning a customer.

After articulating a complex integrated marketing communications process between brand and category managers, marketing experts, creative geniuses, agency suits and social media gurus, a campaign is launched with a smart execution of a great insight.... Bla, bla, you know the drill...

Every stakeholder wishes to achieve ROI, while crossing fingers assuming the job is done, although forgetting other key players: The soldiers, the closers, the relationship managers, the customer experience managers, the brand ambassadors, the partners that link the brandsaction (brand+transaction).

These guys, otherwise known as sales people, cash registers, retail assistants, co-managers, call centre agents or client service reps, carry the brand on their shoulders and perform at the best of their capacity. Usually dressed in terrible costumes, with killer old fashioned sales training, working inhuman shifts with miserable pay and no recognition or what so ever..... These guys are the heart of the brand, the soul of the marketing campaign and the engine of the company. You, the Starbucks barista, the Chapters expert, the Rogers guy.....

Ref: Customer experience is the collection of interactions between a customer and the organization throughout the customer lifecycle. The goal is to optimize these interactions from the customer's perspective and, as a result, foster brand equity, value and loyalty.

Some get it right, like Mac, Starbucks, TD, Lululemon, Wind Mobile and Porter Airlines. These brands convey a consistent message throughout their ads, Twitter posts,window set-up, internet banned ad and retail experience. They connect the dots and really enhance the customer touch points by being coherent in their narrative and story, all the way to retail, customer service and post sales strategy. I invite you to experience these brands.

So, how do you get it right?? Well... From this perspective: Have your people become your brand.... Allow your employees at all levels, specially those at touch point level, to own the brand. Yes, I now. This reads like common sense, right? It does! But believe it or not, most businesses are not into common sense and corporate bureaucracy allows for huge gaps in communications consistence.

Just like in marketing, we are used to briefing, updating brand and products with PR, Brand, Media, Promo, Interactive and other agencies, we should think of our BRAND AGENTS as communications and brand messaging partners. Let them get involved, let’s help them feel the brand, understand it and own it. Considering they are the final drivers and ultimate brand experience triggers... we as marketers should ACTIVATE these touch points and make the most out of them, by bringing the best of the people who communicate our brand.

As a result, these people should be compensated, re-compensated and celebrated BIG TIME!!

Dear Marketers: We are in a people business, therefore we need to connect with people. We must ensure our customer experience design makes sense with everything else we are doing. Your brand experience starts and ends with the customer....

Interactive digital momentum

2010-04-29T18:16:00.000-07:00

From gimmick to engagement:

As new technologies emerged in the 1990’s and started playing important roles in our daily lives outside work. Content became digitized, therefore mobilizing audiences to online environments.

Most technologies described as "new media" are digital, often having characteristics of being manipulated, networkable, dense, compressible, interactive and impartial. Many producers of new media are regular citizens that push content online through social media: People control the web and empower content.

Intertwined with how we consume media, we can state that the divide between old and new media is closing in. Considering old media as content and new media as the channel, we can now understand media as public and accessible. Web 2.0 greatly open the spectrum to the masses and new media exploded into main-street. Now, credibility is for grabs and not granted as all the players in the web arena are seeking clicks, attention, conversion, monetization and web status, a screen away from a brand-saction.

1. Interactive digital media:

Technology enabled CGI(Computer-generated imagery) that changed how we experience media and gave entertainment a whole new meaning. Also, other screens started populating our lives, like: Mobile phones, Computers(desktops and laptops), digital readers(PDA’s), Music players and game consoles. We are no longer chained to TV, radio, magazines, newspapers or even billboards to have access to information or pop culture guidelines. We are again in the cross roads of content and media, but now in our own terms and when we want....

We own and control channels like: Youtube, Facebook, Twitter, blogs and even the father of them all: Myspace. Here is where new media lives and spreads. Here is where the voice of people is stated and is vital for the value proposition of its credibility.

Augmented Reality

A live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality.

Over imposing images as a result of a marker triggered interaction through a web-cam, or by image recognition and geo-location on a mobile phone.

At a glance it gives the impression of being a high-end gadgety tactic that brings a screen out of the screen. In reality it’s nothing but enhancing the online experience or real experience for that matter. Consisting of engaging users on a story-line crafted on or of-line as part of a brand message.

For the purpose of explaining a brand is anything or everything. The AR experience is only part of an integrated experience intended to communicate. Considering that principle, every AR experience should embed a story or be part of one, as it is such a compelling element that it has to have relevance and a clear reason why.

A successful use of computer web-cam AR is that in which it’s intent is to bridge the gap between traditional mediums (TV, Radio, Print) and online. Marketers and media invest effort and resources in being an active to their audience, many are present in traditional mediums, exclusively in print or in the virtual online space. But like in social media, the message has to pull people in not push the message into them. By creating real interactions with AR, we generate a physical action that translates into engagement with a message and an immersive interaction with the brand. Once AR connects the dots, your message stands the test with the audience and the brand starts establishing relationships with relevant stakeholders: Consumers.

On a mobil device, AR has a deeper connection with the audience under the premise of being mobile and personal. Usually mobile AR is part of an application downloaded from an app store, therefore setting themselves up for engagement. Wether it’s for play, fun or information, the dynamic and functionality of AR will make people aware of the experience and download the app. As a result and triggered by many factors like geo-location, user settings, profile and functionality, the AR app launches a world of possibilities for brands to engage with their story.

Although AR will not stand alone and deliver a whole brand experience, don’t underestimate the power of giving your audience control and the possibility of experiencing your brand in their own terms, by augmenting reality!

Experience redefined!

2010-04-29T16:44:00.000-07:00

The next generation in urban mobility:

At the pinnacle of our civilized existence we are noticing all of a sudden that we’ve been hiding a lot of dirt under the carpet. Far beyond politics and green fanaticism, we have been killing our planet through CO2 emissions due to irresponsible use, conception and terrifying relationship with automobiles.

Since the use of electricity went mainstream, people have thought of bringing electric vehicles to mass production and use. Most of those initiatives have not been welcome by governments and have found huge resistance from petroleum producing countries as well as car manufacturing economies like US and Canada. But at this time and age it is a definite alternative, considering petroleum is scarce, prices are out of control and we have to stop polluting the world we live in...

The way we think about CARS is so wrong that the new car is going to be REVOLUTIONARY. How??????? You are not the owner of the vehicle which allows you to be worry free about old boring things like: Maintenance, parking, insurance, CAA, winter tires, car wash, gasoline and oil change, to name a few. So, companies that act just like cell phone operators have lincences to operate electric vehicles in certain areas. Just like with a mobile phone plan, you are a subscriber and you pay a monthly fee based on a plan + additional consumption and add ons, or you pay as you go... But you get so much more than a car: You get the car of your choice within the electric line that ranges from sports like the Tesla, big berliner like the Volt, compact like the Renault Clio or a family car like the Bluestar. You can choose to drive it yourself or have it with a driver/Chauffeur for your convenience. Every car is fully charged and has a real-time systems monitor that keeps you informed of overall performance and estimates your power consumption for the next re-charge..... For example, here is how it would work:

I access my user interface online, where I have my account status, service preferences: Vehicle preference/availability, locations, common destination/service options, as well as GPS-location based news alerts, traffic news, alternative routes, charging stations and reserved parking. This interface can be accessed through the internet, a mobile app or the integrated control screen on the cars dashboard.

Last night I reserved a ride share from home on Richmond Hill just outside Toronto. A few of my neighbors work in the financial district, so every day we take a car for us 4. We use to get a different car avery time just to check them all out, but we decided to stick to the Chevrolet Volt since it’s powerful and has great interior space. We all use the free wi-max capability inside the car(except the driver of course) and have independent bluetooth alert for call management on the control screen. We could use the car speakers if it’s a friend of ours or each can use their own bluetooth device with out even touching the phone. Since we are driving a fully electric car and we are car pooling we have exclusive use of the speed lane down the highway and since we have a GPS navigator we know where traffic clogs and were it floes, to make our ride fast, safe and CLEAN!!!!

We all go into the parking lot around the financial district, where there is a EV valet lane and the car is received by the usual concierge: He greets us all by name and wishes us all a great day. As I walk towards the elevator, Mike (the EV concierge) asks me if I left an umbrella in the sports car I used the day before. I nodded, so he says: “I’ll prep it up for your lunch meeting and put an umbrella just in case”. Good day, again!!!!

We part ways and agree to meet at a certain time for golf after work.... Once in the main floor, I have to cross the street to go to my office building, while I do that I check my balance on my smart phone.......

Soon, on a corner near you: Smart urban mobility solutions with "zero" emissions!

Fragment

2010-01-14T05:14:00.000-08:00

People own the media: Experiential marketing is four-dimensional.

A while ago we started to get over saturated and quite frankly, a little tired by commercial messaging. Aside from the regular tooth paste and cereal marketing, we started getting sales pitches from every single good and service there is in the market place. Regardless of our needs for information or our unwillingness to listen, we’re being INTERRUPTED by commercial messages as we try to go about our lives.

No luck dodging since we get bombarded/attacked through TV, Radio, Fridge door, Home door, Newspaper, Magazines, Mail-Box, In-box, Internet, Transit shelters, Metro Stations, Buses inside and out, Metro trains inside and out, BillBoards, Posters, Sidewalks, Highways, Streets, Malls, Office buildings, Hallways, Trucks, Elevators, Pharmacies, Parking lots, Gyms, Yoga & Dance Studios. Recreations centers, Libraries, Community centers, Movie theaters and Movie times, Retail windows, Public bathrooms, University campuses, Restaurants, Bars, Dental and Medical offices, Airports, Train stations, Movie rentals,,,,,, Uffff! And also at every other sporting, cultural or public event.

The most important and definitely the most significant change in recent history is the power the internet gave us people. In the huge collection of tools there are a few worth highlighting as they created a new form of media/communications. "UGC: User-generated content UGC, also known as consumer-generated media CGM or user-created content UCC, refers to various kinds of media content, publicly available, that are produced by end-users. All digital media technologies are included, such as question-answer databases, digital video, blogging, podcasting, mobile phone photography and wikis. In addition to these technologies, user generated content may also employ a combination of open source, free software, and flexible licensing or related agreements to further reduce the barriers to collaboration, skill-building and discovery."

Since marketers blurred the line between being engaging and being invasive, people rather consume content from credible sources such as other people.

What's next? 3D and AR....

experiential marketing prose

2009-09-15T13:01:00.000-07:00

WIND MOBILE: The new frontier in Canadian wireless.

Summer’s gone, kids are back in school and companies are back in full swing. Though, this years summer was wet and rather cold, we are off to a warm and sunny start of the fall season!

Canadian wireless communications companies have been working hard for the past 6 months as a result of new licensees coming to the marketplace to share the airwave spectrum. The OLD guys (Bell, Rogers and Telus) are scared and full of reasons to be so. After a long profitable oligopoly, real competition is coming to town and in full throttle like Globalive and it’s brand Wind Mobile.

From reference

From every aspect, this is the most exciting time in canadian business and not just for them but for the market, networks, marketing and advertising, device manufacturers, resellers and most importantly: Wireless users ( you and me). This is nothing but the perfect storm and a lot of heads are going to roll, while the worthy are going to rise.

Having experienced wireless companies in other markets both as a user and as a marketer, I can attest that canadian wireless offering is primitive due to a poor user experience, scarce product offering, low market penetration and most importantly because it’s lagging in customer service/experience. So, it doesn’t come as a surprise that WIND MOBILE is aligning a fierce stance where there is so much to be done.

From reference

Haven’t we all experienced pains with the current service? Pricing? Devices? Contracts? and most definitely with customer service?? I’m sure thats a unison YES!! So, in the best of intentions Mr. Tony Lacavera, a young communications and technology mogul, decides to ride the wave of opportunity and starts leading the NEW experience in Canadian Wireless. Based on the very basic premise of positive customer experience and a fair return on engagement, he is putting together what promises to be a revolutionary brand with which Canadians are going to finally experience fulfillment in wireless services.

Just now, before any disclosure of plans, pricing, devices or even being officially launched, WIND MOBILE is shaking it’s competitors. They are desperately acquiring more and more customers, tying users to extended contracts and even dropping the unpopular system access fee, while shifting to a more personal tone in their marketing message.

From reference

I am a very unhappy customer and I’m sure many other canadians share my discomfort with the wireless rip-off we EXPERIENCE in the middle of the tech age living in a developed country like Canada. This is how I envision my ideal experience with wireless: “Maybe out of a sci-fi movie or from the Jetsons”

From reference

- Choice is the norm: To have enough devices to choose from... Small is good for some if they just want a phone, since not everybody wants a mediocre tech gadget that has bad resolution camera feature, a terrible audio player, bad games and a majestic screen when the phone is the size and weight of a brick. I would like to see Inspector Gadget type of devices the size of lip-balm or a key chain and are GSM tri-band; still being just a phone. Right on the other display, I want to see the regular tier 2 phones that offer mid range applications like built in camera, WAP and even a decent music player... and yes, they also have the phone feature. On an opposite display I want to see the full range of tier 1 devices in the leagues of Blackberry, Iphone, HTC Dash, Samsung Jack, Palm Pre, LG Incite, Motorola Q, Sony Ericsson Experia and what ever relevant device appears in the market. On center stage and as the key VALUE PROPOSITION I see the customer experience INTERFACE aka customer service. Here things are simple, communication is clear with no tech buzz-words and paper work has no confusing fine print. People are fun, engaging and just like at the Apple Store, they are cool geniuses that facilitate humans life through technology. The atmosphere is inviting, inspiring, joyous, RELEVANT and enables a genuine brand experience... It’s not a store nor a complaint center, it is the HUB for the ULTIMATE WIRELESS EXPERIENCE.

From reference

On air: I get the sound quality expected from 3G standards, world wide coverage, integrated online/on-air account services that I control, all the basics that I have to pay for with my current carrier are included (voice mail, call ID and text msg.) and no waiting time when prompting customer service. Additionally, I have awesome bandwidth to run all my data applications which enables me to work and play hard anywhere! All this for a ridiculously fair price, where I get no surprises in my invoice and have no pressure from a contract. My mobile interface is so cool that I can manage my settings from my virtual (online/On-air) desk: Here I can set up preferences like electric car setup, favorite destinations, traffic and news alerts, sync calendars and contact lists, control blue tooth devices and enable my credit card for transactions with my phone.

While this may be a futile futuristic wish, I believe that WIND MOBILE is doing the right thing. They are pushing the right buttons and pulling the right strings. They are listening before speaking, and putting together an offer based on real needs from a growing number of unsatisfied mobile users. They believe, from their statement on their website, that: Conversations make things better. They are going to go further and break through by doing something simple: Everything that no one else has ever done!!! Like using our help, feedback and opinions to shape a mobile EXPERIENCE like no other.

From reference

I want to be a WIND MOBILE customer, advocate, ambassador and disciple. Where is the line????

Prelude

2009-07-31T11:19:00.000-07:00

An old marketing adage states: “Repetition makes the message stick”. Today, past the midpoint in the digital revolution and hopefully past the dip of the economic reset, marketing communications powerhouses on both the client and the agency sides are still strategizing around old ways (models). For the agency is a fair deal since their business is media placement and repetition brings more revenue even with a good media package. But, they CLAIM they are about partnering with their long time clients, they are about long term strategy and the health of the brand.....

From reference

But, where is the flaw??? Why many of the old time power houses like GM, Nestle, J&J, and Pepsi are loosing market share while their profits decline??? Why are their integrated marketing communications agencies/strategic brand partners not foreseeing the shift in the market place? Are the big guys slower to react to market behavior? Or is Alvin Tofflers predictions a reality we haven’t yet realized....

From reference

For the past 10 years the market has matured in such a way that there are now fewer and less effective ways to CONNECT with audiences. Well beyond having a selective attitude, target markets are now micro-segmented, in constant transition, variable and incredibly resistant to marketing: They SEEK real value for their money and meaning. Ah??? Meaning in marketing? Not just that, but meaning in the relationship they have with brands, how they communicate with them and WHY as people, couples or families should they care..... about the message.

From reference

Some pundits and marketing heretics are considered lunatics, even today! In the age of music sharing, community based shopping, Iphone and SEM, these minds get it right and succeed at what they do by taking their clients through the right path. And I'm not referring exclusively to those who embrace new technologies, but all those who adapt and adopt change.

From reference

Our challenge as marketers today is to learn how to surf, read the tides and have fun in the water. There are no ocean cruisers anymore and the Titanic sunk! We communicate to engage, but forget to understand who and why we are talking.

From reference

In marketing, small and smart marketers will prevail if they understand experiential marketing methodologies, lest our big brothers step on us.

Brand activation or event misfit!!!

2009-07-13T16:51:00.000-07:00

In the past years I’ve seen the hype of brand activation while clients embrace experiential marketing as the uber cool new marketing gimmick. Our industry celebrates, how marketers include experiential in the marketing mix and how traditional marketing fails to deliver... Agencies opened their own brand activation companies and promotional, event, sponsorship and experiential marketing agencies started to bloom. All promised strategic alignment while “BREAKING THROUGH THE CLUTTER”. I’m sure every marketer in the world has read this sort of promise in a mission statement or in the -what we do- section on a corporate website. In my experience, from what I’ve seen and to be bluntly honest: IT’S BULL SHIT!

To make my case, I’ll set the stage around two examples of vast importance and huge visibility. The Montreal International Jazz Festival and The Honda Indy Toronto race, are huge events that mark the highlight of summer in Montreal and Toronto respectively, Drawing crowds from both Canada an abroad, these two events are landmarks in their own segment and generate a lot of interesting sponsorship opps (MONEY).

During the Jazz Fest in Montreal, one of the sponsors (Bell Canada) made a relevant presence on festival grounds. Being the communications and technology partner, they wanted to go beyond slapping their logo on the banner and wanted to ACTIVATE their new retail image and their not so “cool” device line. Most certainly, the retail marketing team was excited and they spoke to everybody else in marketing to come up with this. They either worked with their AOR or hired an experiential/event marketing firm to do things right.... I’m also sure, they worked with the same brief they used for traditional marketing and that they added a few buzz words they read on a book or on the past edition of marketing magazine.

So, first things first: Experience! Hah!! - I’m making this up, but pretending to be the experiential marketing agency- “Let’s bring the retail environment to the festival, let’s make it the hub for information. WOW! That’s relevant! And since we have retail out, let’s create an INTERACTION with people on the end of technology(devices). Yu! Hu!! So, let’s present the new retail image on booths in-line with the execution at retail.. Now, that’s a strategy for engagement and serious brand activation. As a result of the clients enthusiasm and commitment to the project, it all get’s approved and sent to production. Maybe one or two meetings with inter-agency teams for brand alignment purposes, creative art and that’s it: To production.

The agency is swamped with a lot of work and tight deadlines, but then again, they are charging on an engagement model based on the estimated number of attendees to the festival, so the bet will pay off, no problem. A few account people and some from creative are 200% on the project. They are developing and defining the dynamics, ordering decals, brochures, acrylic, writing copy, designing uniforms and promo material, as well as casting staff for the booth. So, it’s summer in Montreal and for some reason they believe Bell is sexy, so they hire on a 13 dollar/hour salary, the most curvy and exposed students out of McGill and Concordia. Right on: If you are seeking brand engagement, what better driver than cleavage and long tan legs......

After long nights of no sleep and a hard set-up shift, it’s SHOW TIME! Staff in place and all festival resources at hand, the festival begins and a sea of people flock Place Des Arts and 5 block around. As a well intended info booth, the Bell Experience was short in many things. First, in delivering an experience. Yes, It’s cool to walk into a tech dome that looks like Star Trek, but branding does not make an experience. OK, but it’s an information booth! So, information-communication-technology: It might make sense. When I walked in, I got a PITCH from Bell in the voice of a BEAUTIFUL university student wearing rather inappropriate clothing or maybe it was proper clothing with malfunctions throughout! I came in for information on the festival and got a minute flirt-pitch on Bell Mobility and Vu. I reformulated my query and was given a festival booklet and a program... BRAVO BELL, you suck! And to the agency involved in such a terrible EXPERIENCE: You suck more.

Agencies fail to deliver experiences being biased by traditional marketing, therefore believing that branding an event will translate into an experience! Stick to the brand promise and deliver on premise: PERIOD!

On the other hand but in the same line of mistakes, I attended a public teaser event around the Honda Indy Toronto race. Making it’s comeback after a year of absence and with a new title sponsor. A few days before the race and in the spirit to bring racing hype to the city, event organizers brought an activation to popular Dundas Square. There, sponsor, co-sponsors and race brands displayed all their muscle in an effort to “BRING BRANDS TO LIFE” in a “RELEVANT AND MEANINGFUL WAY”, “setting them apart from the competition. (Hahahaha, just an other catchy phrase you would see coming out of these self proclaimed experiential marketing agencies). Honda brought a few cars and even motorcycles to their central booth, Budweiser parked a massive trailer/bar on the other side, while other sponsors took smaller but everything but discrete stances, like: PizzaPizza, OLG and Schick. Throughout the whole day, they all stood out by being loud and pretending to make a ruckus, but you have to understand that todays branding has to make sense, otherwise you are just adding to the noise and there’s a lot of brand noise at Dundas Square.

PizzaPizza had a football game trying to be engaging yet far from relevant! OLG had a rather boring activity to uncover their brand promise: Of which I have no memory for being dull! Honda had sample dealership onsite, as if people want to see ordinary cars doing nothing! But the OSCAR of the misfits goes to Schick and their event/promo agency Boom! (one of the promo agents had a Boom! staff t-shirt).

Inside a tent they had a mechanical bull disguised as a razor. On every side there where two models who they dare to call “BRAND AMBASSADORS”, giving away razors for men to everyone. There was a ride facilitator, a time controller and a DJ/announcer worried about the ride and the timing, so I wonder if the brand stands for: Hanging on, falling, bouncing, shaking, yelling, shock, pain, aggressive or humiliating.

I hate it when brands think of branded entertainment as brand experience and in this case in particular, there is no connection or what so ever. Maybe they wanted to be fun, youthful and extreme, but when there is no narrative?? I’m sure the agency quantified engagement based on the number of samples given, a few pictures and maybe a video.

I’ve never seen such a foul ball hit, but since the agency is just nurturing the relationship for the buck, she either does her job right or she will be out of the job sooner than later.

Experiential marketing is not branding events at random: It must engage through an experience or it’s just a non-sense fake marketing ploy.

Mobile...

2009-06-23T18:58:00.000-07:00

A few weeks ago I noticed an ad inside Marketing Magazine for the Mobile Marketing Conference. I felt shortness of breath with deep twists in my gut: Not in a good way at all. I felt lied to, deceived and incredibly insulted by Marketing Magazine, Rogers Publishing and the industry. I did not get a slap on my the face, but a fist tight knock-out punch. But why??? Because the one page ad had the following text: It's not new media, It's MASS MEDIA!

MASS MEDIA???? And they own a magazine on marketing and the biggest communications holding in Canada (Rogers). Nothing but the best example of how CANADA is so primitive when it comes to MARKETING. Just like they killed online by MONETIZING (milking) it as if it was traditional media, they are already killing Mobile. And it’s only in it’s infant years.

PEOPLE! Remember that news papers, magazines, tv and radio are dying and it’s the result of the business model. If new media arises, please be clever enough as to implement SMART models that make it work for clients, media and people. Or we are going to end up closing mobile like we did e-mail, but it was to late when it became permission based.

Hum... I don’t understand how some of these people have 6 figure salary jobs for killing everything they touch....

New media and mobile are NOT mass media and certainly should not be treated like such. It also stands true for experiential, digital interactive boards and promo. These are not even media, but the only clear channel available to establish communication.

I read two interesting statements that work well to close my case. 1. People are simple, they just wear complicated shoes. 2. Courtesy of Expresso Brand Infiltration: “The NO bull shit approach”. I wish everything followed those principles...

Physics of space

2009-06-02T07:48:00.000-07:00

And the obvious yet gut twisting truth:

In our role as marketers, we are assigned the task of conveying a message that spreads within the target market. Many of us pride of being different and innovative, while forgetting the obvious: remember Obvious Adams!

I saw this yesterday and am still WOWed, by everything in it. It can't get more experiential than this: Trust me!

People actually looked behind to see if the dog was there: I will elaborate further on the 4th dimension of space and time!

Activate: Brand relationships!

2009-05-20T12:22:00.000-07:00

From live to life and viral to traditional. All experiences...

In the broad scope of marketing one of the keys to success is brand activation. Now, when submerged in ad clutter, visual noise and a lot of competitors, brand activation plays a pivotal role in the success of branding programs, while intertwined with the WWW, viral and social network platforms. Though at times it is misinterpreted by just throwing parties or solely paying a sponsorship fee; activation is the MOST important part when putting the brand in front of your target audience.

Most brands don’t go mainstream in main-street through Madison Avenue but there are others that choose not to, considering their strategic approach to their target audience. Also, most of the brands rather be big within their niche than small in the Walmart shelves.

Adidas takes a tribal sport to the masses with great hype and an inside story. The documentary: All Blacks,serves as the platform to generate genuine brand activation through viral and 30 second TV spots. The narrative is media neutral, while the story flows in any medium.

Oakley edits video of it’s sponsored athletes to create incredible promotional tools that spread around the web within their niche. While capturing video footage of most of it’s live activation programs, it breathes action sports throughout it’s massive brand engagement cycle.

In the best of it’s stunt/guerrilla/mob style campaigns, T Mobile hits the street with a smart and unique activation. Since the message is the same, any public happening that involves people sharing, makes it worthwhile for audiences across the board and the brand. In the same vertical it successfully uses the live execution for viral threads and TV spots, while keeping the axis of it’s campaign.

Just 3 SMART executions in different markets and intended for different audiences. Only to enlighten the minds of so called marketers who spill money in traditional advertising for share of _____'s sake.

You can lead by being good but champions go further, they stand aside from the pack doing OUTSTANDING stuff!

Balls!

2009-05-06T10:42:00.000-07:00

That's what it takes to do great stuff nowadays. Though the time calls for urgency in everything we do, every industry and every Jack is in a rush to do things differently.

All the geniuses in the world call for a creative approach and those in dead industries like news papers, auto, travel and MARKETING: Are bragging about new ways, while the business for business sake is dead and their safest bet is to cut cost and take care of business as usual!

Those who dare to be really different and creative, manage to survive the self created ad NOISE/CLUTTER by touching audiences in a genuine and authentic manner. Therefore, creating and fostering relationships...

One of the marketing gurus of out time: Seth Godin, said: "Dare to be different". And even though everybody is paying attention, our rusty socio-economic helm is having a difficult time steering the wheel.

My favorite trend spotter Jeremy, brought these two videos to my attention again.

So in the spirit of sparking an other good reason to be different... Just do it! Dare to

go the other way, the un-usual way!!

in the moving business!

2009-05-03T08:24:00.000-07:00

So, it seems that the industry is starting to realize that we are in a people focused

business, where impressions are not weighted on a ROI metrics grid against media

buys. It’s starting to shift to interactions based on ROE (return on engagement): A

relationship model on brand experiences.

As marketers, communicators, community activists and development agents, we move

peoples emotions to win their rational selves as fanatics. We have the world as a

canvas and a whole lot of possibilities to connect people with brands on an opt-in basis.

Let’s work, play, perform, celebrate and live with them....

“What they want is products, communications and marketing campaigns that dazzle

their senses touch their hearts and stimulate their minds – that deliver an experience.”

| Bernd H. Schmitt - The Experience Economy

* Images courtesy of On the groung looking up, blog.

New ways!

2009-04-21T16:59:00.000-07:00

Remember the time when the world and life would happen in a TV box? Alternatively, we had the movie theater to expand our imagination and have a mental flight. But a long, long time ago this experience would be exclusive of the theater for plays and music. Today, as human beings we are essentially the same as 80 years ago. Though technology has brought bridges between other cultures and even satellites in other worlds, we are MOVED by experiences that are positive and gratifying. Like those in the movies or sit-coms, based on real life and inspired in real people.

We are all in that business. The business of people and moving peoples heart and emotions. even though some have never thought of it of maybe never realized it: We are in a people business... I must ad, that we are not in the business for the sake business: Market share, niche, cross promotion, marketing mix, positioning, segmentation, crm, cpm, HITS (How idiots test success), affiliate marketing, CUT THROUGH THE CLUTTER(my favorite), out of the box, strategy, asp, blogroll, ROI(an other classic), cpa, INTEGRATED(famous fatale), reach, coverage, traffic, impressions, awareness, fragmentation, mentions, endorsement, tag, multi-layer, etc, etc... I bumped into a site called Bull Shit generator, which holds a vast collection of marketing buzz words that are worth a laugh!

As clients feel the pinch from the economic slowdown, they start sacrificing MARKETING budgets. I'm not surprised, considering almost every business model runs on high paid brass, under paid labor and marketing based on crafted ROI metrics: Humm...

So, what happens to the sponsorship this summer, the invasive take over on internet portals and obviously, the master brand's national campaign?? Marketing becomes an off the shelf pad of millions of dollars that fails to ENGAGE, TOUCH and MOVE audiences. It happens today in the era of iphone, internet and customer empowerment. I’m not in the role of a priest at a Hooters party, but there is right doing and wrong being!

A few days ago, the world saw with awe Susan Boyle’s performance at Britains got talent. In just a few of the YouTube videos the numbers are staggering: 10,822,056 views, 37,343,775 views, 4,551,940 views, 7,395,899 views and they go on and on... She has more views than Barack Obama’s inaugural speech or any marketing viral video ever. But, why is this such a craze? Many got inspired, cried and yelled in joy, while others compared it to past underdogs like Paul Potts, though everybody was MOVED!! Nowadays, what ever is great spreads in a matter of seconds and more often than not it happens through twitter, facebook and also email.

The new economy meets new media and because of the very nature of both, marketing and branding have to be better and clever as well as genuine. ENGAGE, TOUCH and MOVE your audience or your agency, client and big fat cheque are gone, like the rest of the old economy.

A few marketers get it and I found these gut twisting samples:

I am an e-motion creative and engagement manager: Rendering actions and experiences that TOUCH emotions and engage PEOPLE! I am in the business of MOVING people.

Experience the story

2009-02-17T13:59:00.000-08:00

Like in the golden years of the 7th art, we recently stumbled upon a fascinating story that made us cry, laugh, stick to the arm rest and shake our booty: All in a two hour movie. We’ve had Forest Gump, La Vita E Bella and maybe American Beauty that comply with being well told stories for the big screen.

In the realm of experiential marketing we believe at times that we are everything that traditional mediums are not, just because they are traditional mass media. Under the premise that there is a sound difference between experiential tactics and experiential methodology; Not all events are experiential marketing and not all traditional marketing communications tactics are experience-less.

A compelling narrative with an involving rhetoric and a well told story, blows audiences out of their socks and shakes their hearts off their chests!!! An awesome, remarkable, memorable and relevant experience.

TOUCH AND BE TOUCHED in your human fiber !!

Monetizing experiential marketing?

2009-02-04T11:42:00.000-08:00

I saw a story on the digital version of Ad Age, where the heading reads:

Flying With the Sports Illustrated Swimsuit Models

Time Inc. Title Launches Experiential-Marketing Unit, Partners With Southwest, Nissan, SoBe

The fact that a marketer of this caliber (TIme Inc.) is seeing opportunity in experiential marketing is interesting. Where one would think that they are taking strides to bring content and their brand into peoples everyday life, or maybe create that personal relationship beyond subscriptions... NOT HAPPENING !!!

A lot of ideas came to mind when thinking of RELEVANT brand interactions with this particular announcement. But I underestimated the destructive power of greed. Yes, they are a media company and instead of increasing readership as a result of the potential LIVE engagement, they decided to create a new revenue source. Selling ADVERTISING OPPS to potential sponsors while staging a hormone driven city attraction out of female skin! Imagine a plane wrap of a blond, almost anorexic model and a tropic lounge in Mid Manhattan being served by striped down beauties....

I feel slapped in the face by the promise of a quick fix when all they are doing is giving the wrong name to this primitive advertising real state business.

The experience revealed

2009-01-08T12:23:00.000-08:00

I remember when I was a tender child and had experiences that changed my world like: Atari, Betamax, Color TV and digital wrist watches.... Yes, we all had those moments of revelation and grandiose feeling. And in the time where branding was starting to glow in the eyes of media impressions, we all joined the ranks of marketing economy.

For the past decade we’ve witnessed the rise of a new breed of thinkers who create, define and develop experiences intended for marketing. Putting aside the obvious service statement, which at times is ridiculously oblivious, we miss the essence of the experience. As consumers, as marketers and as people, we forget that we make decisions and choices upon good or bad experiences.

A lot of happenings throughout the last two weeks, but I want to share my EXPERIENCES with AMERICAN AIRLINES, an atypical restaurant called ANDRES CARNE DE RES and 20 minutes at Toronto Pearson International Airport.

1. While I booked online and at last minute, no one deserves to fly like cargo in economy.

2. Have you ever had a great meal in a bizarre place and loved it?? If you are up for my chronicle of the ultimate gastronomic experience keep reading.

3. Finally, my statement on airport advertising and media monetizing myth.

Media glance: Christmas 2008.

2008-12-05T10:59:00.000-08:00

As a result of the prior entry and using it as a backdrop, here is what I saw.

A BBM/Neilsen report, said last week that TV viewership reached an all time high. Considering the media divide and audience attention deficit, plus the population density in 2008: It is a significant finding to align to. In the industry we live in, the typical reaction is to saturate the medium with noise and bulk messaging! Bare in mind, that this is why advertising conglomerates make their profit and where media broadcasters make their living.

And here is the first crack! In the media/advertising world pricing is based on metrics as it is the clients (ROI) measurement. These metrics are developed and paid for by the same media company or advertising conglomerates, while not just TV and in pursuit of IMPRESSIONS, they also stand true for Radio, magazines, news papers, OOH, internet and not in the same terms but based on the same nature in Experiential marketing tactics (brand activations, events and sponsorships). The sole purpose of these UNBELIEVABLE metrics is to sell CREDIBILITY or better off to support the price tag of their time slot or media package. The point is that we as people still suffer from BRAND slapping in very invasive ways through every media possible. Media (moguls) consider as creative opportunities to wrap public transit cars in a brands image or to own massive downtown walls for the purpose of polluting the visual city scape on behalf of a brand. They actually have the courage to sell interruptions on drivers in traffic in the form of billboards, transit shelters, even benches. To tighten a bit more the bolt, media companies dare to offer (DIGITAL) billboards and/or video screens in malls, elevators, food courts and WASHROOMS with the premise of attention grabbing vehicles for their intended target. "Guys! You are being invasive and a pest instead of engaging and creative."

And the icing on the cake: Internet. web 2.0 and mobile!!! Hahaha, this is like the killer punch in the lower liver just above the crotch.... Advertisers and announcers still think that invading our personal individual space is smart and effective, but look at GM, Coke, Pepsi and Rogers. People are starting to dislike this players and slowly they are trying to get it. It takes more than fixing a banner add on yahoo or creating a facebook group to be cool and relevant. Like people, brands must have character and when faking it; it looks awful. The result of these practices are just harmful and counter productive, since they actually scare people away. And yes, business like politics is PERSONAL, it's about ME as an individual and WE as collective arrangement in culture. Far from a herd or even a small crowd like that represented in the famous super-bowl Apple spot. We want real connections through meaningful engagement and trust me: IT WORKS!!!

And after many, many years, retail windows are still attractions where people floc sidewalks to get a glimpse of the happening. It creates excitement and children get their taste of the Disney experience in the main city store. Since back in the sensory experience from brands, let go in the mall..... Even in rough and uncertain economic times, these galleries of urban culture are stacked with people. And to prove it, though some retailers have reported a slump in sales, conglomerate commercial establishments reported an increase in sales in the past 2 months. Yes, I know, black monday and cyber tuesday where disappointing, but keep in mind that the left engine of north american economy is spitting blood.

Again: The world still turns and the show must go on. Are we going to watch it from the stands OR going in the pit to move it through??? Remember that energy doesn’t disappear, it changes it’s form!!!

2008-12-04T10:52:00.000-08:00

Who’s riding the Christamas RUCKUS!!!

OK! So put together the economic (crisis), political (change) and consumer (paranoia) in the best time in the year for retailers, credit cards and tourism...... That’s reality today in north america and maybe the rest of the Santa Clause fan world.

And who’s to blame for the crisis when CEO’s still make absurd salaries and redefine the concept of corporate perks, when corporations chop labour but maintain chubby salaries mid way up, when innovation is conceived as expensive and not worth, while government parties toss the blame on one and other by choosing to save workers or companies. The world still goes round, people still shop and the market is adaptable to the time and its moving forward in the failed model of capital consumerism. I guess all those MBA’s deserve a lesson in human nature to avoid letting all the PARANOIA run loose!

GM is feeling the pain of horrible branding while being busy at saturating the market with big (gas burning) cars and in turn its looking into killing Pontiac, Saab and Suzuki. Let me remind you that these brands where acquired in the midst of market dominance not aimed at client satisfaction.... And on the other hand, we have the Toyota landmark! Which in a slightly different approach, thus with the same business model. It's introducing value propositions that make a difference in the market and in peoples lives. Yes, they are also feeling the crunch, but you don’t see the Toyotas, Hondas, Citroens, Renaults or even the Mercedes' begging for a bailout plan (tax payers money)! Smart businesses face change and adapt to it and in the words of jedi master Seth Godin “Finding new ways, more clever ways to interrupt people doesn't work”

Just a prelude for my in depth analysis of the media scape and how the creative business is not walking the talk.........

See you tomorrow!

People marketing 101

2008-11-04T12:20:00.000-08:00

How Barack Obama marketed himself to becoming the US president?? Everything that has ever been written, thought of and done in the marketing realm, was done right with Obama the brand. From the very essence of being a non traditional brand, coming from the fringe to getting all the relevant 3rd party endorsements that made a difference. The perfect “from grass to mass” example where CNN would intertwine with YOUTUBE and move the fiber of the electorate, real people. No other brand has been worthier of news than Obama and no rock star has filled stadiums like he has. At the end, his message was clear and simple: Change, Hope and now!!! A call to action has never sounded more eloquent and the pitch has never been less of a pitch and more of a story.

For people around the globe, America needs a new course and a new order. A black man is suited for the role and from every end of the planet there is clamor towards the new future of the empire. Now the environment is relevant and there is a voice thats stand up for it. There is a calling for unity for america to rise: The america of african american population, latinos, south and south east asians, asians, middle eastern people, are going beyond the color and accent while really connecting with a sound message of hope. We all believe!

But far from a poetic and orchestrated plot for Barack Obama, he enabled marketing at its best. With a surprising speed to market and a genuine attribute, the principles of marketing have been redefined to the new era of web 2.0 and integrated communications. Put together Aid Africa of the 80’s, Wood Stock of the 70’s and the political changes in Germany and Russia; And the justified result is this revolution we are all witnessing today.

While building the fabric of this revolution from the grass root, there is a clear canvas that rocks to pop culture. The very fractured media landscape was united again and it was making sense to get messaging via facebook groups, twitter, local tv news, radio and word of mouth. Massive public appearances that resembled rock concerts, collaboration from celebrities inviting people to vote, endorsements from P Diddy and Lauren Hill to Bruce Springsteen and John Leguisamo, within a line of super stars headed by Oprah...

Wow!!!! It is indeed an exiting time for marketers, americans and the world. We saw history in the making through determination and very smart tactics that blew the world out of their socks. Obama is one of us and the world is now a place for all of us.

All my best Mr. President and let the new world order begin!

Ready... GO!!

2008-10-28T11:48:00.000-07:00

The hardest part of most endeavors is to get started. It doesn't necessarily stand true for gym memberships after January, but it generally is.

So, I started reading blogs a while ago and the list started to grow both in themes and styles, types and topics. Some evolved and transitioned into audio or video podcasts, while staying true to their blogging habits but just making the blogosphere more robust and rich. Ever since I remember, I’ve had this need to critique, to speak out my opinion and to challenge ideas! Good, bad, outstanding or horrible, I’ve always been moved to put my point of views out there. And yes.... It took me a while to find the IP as my wall. I’ve been considering it for a while now and today: It is starting to happen.This space is also a manifest of my know how. A declaration of my experiential marketing self and definitely a yell to keep up the good work.

Trying to put my ideas in order of priority makes me feel like WIKIPEDIA (So much inside/ where to start). I pondered on the canadian scene when it comes to impressive work in the experiential front... And YES, there is impressive work. Not from the usual suspects who brag about awards or accounts, but by the real strategists here. I’m talking about a group of agencies under the umbrella of Taxi (Taxi Toronto, Taxi 2 Montreal, Calgary, Vancouver and New York) . I’ve never talked to any of them and never had a relationship with them. This is my honest and unbiased opinion from the stands, based on the work I’ve seen out there in the great executions for Mini, the incredible stuff done for Fanta and also their cool work for Plan B, as well as what they’ve done for Telus.

This is where the juice starts pouring! I’ve been in close watch of the work done by the so called “Experiential Marketing” agencies a.k.a. promotional marketing agencies doing events (referring to activations), and it’s sad. It’s sad that small - medium agencies start doing business on the great premise of experiential marketing, but run their business short like a traditional Advertising shop. (As seen on TV Ref. MAD MEN). Pursuing impressions and awareness aiming for opposite metrics that justify the buy. As if they where a media product, but some young media companies are doing such thing right around the corner; By offering promotional services and activations as part of their media package! Hum....

And that’s where Taxi shows it’s magic and splendor: While being a player in the integrated ad agency world and doing a great job with very profitable accounts and impressive expansion. This creative shop brings the idea of being different out of the obvious pitch for other agencies, their work rocks and they deserve all my respect. I see great story telling, super smart strategic alignment and a lot of very clever executions. BRAVO Taxi !!