Yes, we are still alive – we’re just busy. Hear Penelope and Jared rant on their lives and discuss ways you can keep your brands remain consistent, internally.

Show Notes:

Episode:

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Technorati Tags: Brand Nazi, Marketing, Marketing Diner

So…my friend, Jared (no relation, pictured above) and I went out to lunch to pseudo-celebrate the afore mentioned changing of the MBA Spin statistics. We went right down the street to a small pub/restaurant and we were dismayed to see yet another attempt at a witty, memorable AXE promotion.

It’s not like the promotion wasn’t cute but seriously; what kind of idiots do they take the straight boys for? The promotion, which was cleverly done on a custom pint glass, promotes an AXE product they say can help you get over a hangover.

AXE Hangover Recovery says you can “party hard, wake up easy and get your game back” just by taking a shower with it. (you think I’m joking – see what they say here)

Now, I haven’t slept with a straight boy in a while (not since I swore off dating republicans, at least) but I can see quite a few issues with this promotion in actually getting to the point of sale. Let’s see – for the promotion to work the straight boys need to 1) actually get the humor, 2) not be offended by the humor 3) remember the ad after what the promoter believes to be a heavy night of drinking, 4) believe the ad’s claims that it can eradicate a hangover and 5) take showers when they’re drunk and before they go to bed, thus affirming the claim that they would want to wake up without a hangover.

For this ad, I have to the AXE ad guys some credit. It upholds the brand while at the same time making absolutely no sense. Then again, making no sense might just be their brand.

Referenced Links:

• 2006 Best Boss/Upward Management Awards – ENTER TODAY!!!
• Stephen Asprinio’s Website- Information on his new ventures

Podcast:

Download audio file (20SMF55.mp3)

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Show Notes:
I) Feelin’ hot, hot hot!
II) Interview: Alissa Friedman, Marketing Manager – AG Adriano Goldschmied
III) Game Plan:Professional Development Sessions

Referenced Links:
AG Adiriano Goldschmied – Really Great Jeans
Podsafe Music:
Silent Service – Hot Bods

Podcast:

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Flip side – In marketing we learn that repetition is the key to ensuring that a message gets through.

Question: If we expect life (and our marketing in turn) to change that quickly, how do we get the message through?

Considering that, brand management is a little like handling volatile chemicals. You have to handle a brand carefully and keep it fairly steady because jerky movements (i.e. change) are going to destroy the bonds your audience has with that brand. I cite any huge brand; Visa, Coke, IBM. How often do they change logos, taglines or even key descriptions? Not very often.

However, my challenge is that things do change and your brand has to change with it. Case in point, the description for this website. Today, I took a look at it and realized that over the course of the show (which is approaching 30 episodes – yay!), it has morphed from focusing just on marketing, to a broadening focus on business and the lifestyles of 20-something professionals. Accordingly, I want people to take a look at that description and understand it immediately (thus attracting more listeners).

The new “idea” name (encompassing the blog, the web site, the MySpace group, the surveys, and anything else that pops out of my head that you guys might find relevant) is going to be hence named just “20-Something Marketing.” Don’t worry though, the podcast will retain the “20-Something Marketing Forum” name since it is indeed the “vocal and visual forum” for the ideas presented on the site.

The rationale for this change is simple; I need people viewing the show description to know that this whole endeavor has grown larger than a single podcast or a single focus. That’s why instead of going into the whole spiel of “the realities and drama of the modern workplace,” I will simply say this is the forum for “life, business and marketing for and by 20-something professionals.” It’s a small course correction but one I think will make a difference in clarifying the overall purpose of the show.

We have to get comfortable that changes like this do happen. Focuses change, life comes at you, and any numbers of things occur that will cause you to want to change your brand.

Don’t be afraid to do it!

Your audience is along with you for the ride. As long as you cue them into this – you’re fine. (Thus the post )

If you have to make 1,000 tiny course corrections in your life to make you more effective, peg your brand to an idea and not just words and it’s up to you to communicate those course corrections.

Show Notes:
I) KPDC Project Overview
II) Community Service Audiences
III) Obligatory music montage featuring shots of the kids

Referenced Links:

• Kid Power – DC
• The Ultimate Work-Life Survey

Vidcast:

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Like some bad cliché that you just can’t stop using in your copy, I still return there though because of my incredible addiction to their dark, rich, aromatic coffee. I step up to the register, wait the 2 minutes it takes for them to acknowledge my existence, then proceed to list off my order, modifying it at least twice, until I find something they actually have in stock (today they were out of cranberry scones and large coffee cups, go figure).

Point being, I started out in a place like this. It’s not so bad, and I understand that there are going to be terrible customers that you can’t appease no matter how much you try. However, it occurs to me that this is the perfect muse for creating effective direct marketing communications, the topic of this week’s podcast.

Here’s the set up: Cosi builds a brand and a marketing style around an image of a classy, euro-centric café that is perfect for any occasion. The food, the cafes, and the outreach all meld to create a marketing experience that makes you want to return to Cosi for everything from a quick cup of coffee in the morning to late night drinks with a date. In this situation, a disconnect appears in the marketing experience right there at the point of product access.

When you are constructing a direct marketing communication (pronounced ‘direct mail’), you aren’t just writing a letter. You are literally beginning a marketing experience.

Bare in mind that if you’re lucky enough to get your stuff read, you still have to use a call to action to create pull-through to a sale or other marketing result. That call to action is going to send your target to a website, a phone number or another marketing touch point. You better believe that it’s important for the letter (or postcard, or whatever) to match whatever verbiage or tone the touch point has.

Cosi – or rather the local management of this café – is really not in this for the marketing experience but their actions aren’t helping anything.

Do yourself a favor…each of us have a muse, whether situational or personified. If you take the time to create something, share that muse with your touch points. Explain to them why you’re doing what you’re doing and why it’s important for them to give a hoot to as well.

Believe me, the situation I encountered this morning is the best example that a muse, like an idea, is only as good as your ability to materialize your concept throughout the entire product experience.

Put that in your tip jar and percolate it!

Referenced Links:

Vote For The Show on Yahoo!

My Analysis of Atlanta’s new Ad Campaign

Click Here To Listen To The Podcast

- Jared

I) Ego and misinformation drive us to stupidity
II) News: Bush f***s with Shamu, Army of None, Purpose or Porpoise?
III) Game Plan: Get over it – get back in action

Referenced Links
Vote For The Show on Yahoo!

Click Here To Listen To The Podcast

Show Notes:
I) Halloween Commerce
II) Interview With Kristen Malo, Marketing Director – The Fright Catalog
III) News: Destination and Direct Marketing, Beer Pong Gone Wrong/ PR Quote of the Week
IV) Game Plan: Research and You Shall Find

Referenced Links:
FrightCatalog.com
America’s Promise
NEW DISCUSSION TOPIC: Direct Mail – How To Make It Less Annoying

Click Here To Listen To The Podcast

Will we say we stood for something? Will we say we did something great – or was this time in our lives just a brief ‘interruption’?

Those of you who are fellow copy writers out there know that words have enormous power and I find it intriguing that Martha Stewart and her army of PR specialists is now referring to her near-fraudulent stock trade, public trial, subsequent conviction, 5-month incarceration, and home confinement as an ‘interruption’ or so she says to USA Today feature editor, Ann Oldenburg (link).

Ex-squeage-me? An interruption, Martha? I don’t care how many PR advisors you have – the ankle bracelet is not even off yet and your opening volley towards image resurrection is to pretend that the last 18 months you were completley ambivilent?

I love Martha, I really do…I truly believe she got a bad rap. I loved her choice to run full throttle into the mouth of the beast once convicted. She could have stayed out of jail, fought sentencing – but the shrewd PR she decided on was right out of the “Best of…” Novel for long-term marketing success. Ever since she entered that prison, she has had total control of her public perception. She did the smart thing and it worked – last I checked share of Martha Stewart Omnimedia were up 12%!

Do what works for ya, Martha! Don’t say you haven’t learned anything from this experience – your poll numbers are better than most un-convicted politicians right now – don’t “stay the course” – just go back to being your usual, humble self.