December 2008 - Page 3 of 3 - McLellan Marketing Group

Quiznos sponge monkeys revisited – Buzz isn’t enough

December 3, 2008

When I say Quizno’s "Spongmonkeys" odds are you know what I am talking about. Considering the short time that campaign ran, that is a very effective demonstration in the power of creating a buzz.

In case you aren’t familiar… back in 2004, Quiznos launched a campaign starring some odd sponge monkeys created in the UK. Apparently someone say the sponge monkeys, shared them with the agency (The Martin Agency) representing Quiznos and voila….buzz was born.

Here’s one of the spots, just to jog your memory. (E-mail and RSS subscribers…click on the headline to see the TV spot)

But the little creepy creatures only lived a short while before the plug was pulled on the campaign.

Why?

While the campaign had us all talking about Quiznos, it did not have us eating their food. Their sales numbers were down. The second and perhaps even more compelling reason is that the franchisees hated the campaign. Although the restaurants’ target audience is 18-34 year olds and the spots were cewated with this audience in mind — they sort of forgot about the other critical audience, their own franchisees. And most of them were over 35+ and have to live with people commenting on the campaign every single day. And the comments weren’t pretty.

Would it have smarter to do a little market research and see if anyone had an adverse reaction to coupling food with rodents? Yes. Would it have been smarter to share the campaign with the front line franchisees, that can make or break a campaign’s success? Yes.

The lesson for all of us? Buzz for buzz sake is just not enough. If the strategy isn’t sound and the key players are not on board, odds are not in your favor.

Put yourself in the Quiznos marketing director’s shoes. You’ve launched the campaign. People are reacting (both positively and negatively) with great emotion. You are getting pressured to pull the plug. What could you do to take advantage of the buzz on both sides of the fence?

Marketing Rocks. You’re A Marketing Leader. Act That Way. (Steve Roesler)

December 2, 2008

While I’m on vacation, I’ve asked some very smart bloggers whom I am fortunate to consider my friends, to share some insights with you. Enjoy their brilliance because before you know it, you’ll be stuck with me again! I’m back tomorrow, so soak up this last bit of smarts.

Last but in no way least, Steve Roesler.

"One measure of leadership is the caliber of people who choose to follow you.”

–Dennis A. Peer

Do you measure your contribution and success by the caliber of the people who follow you? In this case, let’s talk about clients.

I’m betting that most people are simply "happy to have clients." I read the news.

I also read my own financials to find out what’s profitable and who is profitable. Not all clients are created equal. Right now it’s easy to ignore cost-of-doing-business in order to opt for any business at all. So let me ask you this:

Are you in business for the long haul?

If so, you’ve already looked at how to differentiate yourself from the pack "technically." Now it’s time to rise higher above the crowd as a Marketing Leader by the caliber of your clientele.

No Gas But Plenty of Yacht Buyers

In the ’70s I lived in a tiny town in New Jersey whose main employer was Pacemaker Yachts. These 60-foot puppies sold for six figures in 1970s dollars. At the same time, gas was being rationed on odd/even days according to the number on one’s license plate. Bad times, eh?

One morning I walked to the diner (uh, it was New Jersey) for an artery-clogging breakfast. Seated at the table across from me was the Sales Manager of Pacemaker Yachts, comedian Jerry Lewis, and Olympic swimming champ-turned-Tarzan Johnny Weissmuller. A deal was being closed for the purchase of two yachts while I was counting the change in my pocket to make sure I could leave a decent tip.

What I learned was this:

In bad times, people with lots of money still buy lots of expensive, exclusive things.
The publicity from this sale–due to the fame and "quality" of the clients–generated more business from "quality" clients.
The company shut down it’s small-boat, dinghy operation. Not enough buyers, not enough profit margin, and no publicity when someone did make a purchase.

Who Are Your Yacht Buyers and Dinghy Dwellers?

According to a survey of U.S. senior executives, marketing will be the most important area of expertise for the next-generation of leaders.

The study, commissioned by the Institute of International Research, sought to identify key areas for leaders. Marketing was the clear choice, with 31% of votes, followed by 20% for operations and 16% for financial expertise. Sales and engineering were deemed least critical to leadership with 11 and 6% respectively.

I’m choosing to take this as super-encouraging news. It means that organizational leaders are becoming increasingly knowledgeable about, and accountable for, marketing. It also indicates that the importance of marketing won’t be the "sell" that it had to be in the past. Leadership and Marketing now appear on the landscape as intertwined.

With that in mind:

Sit down today and figure out who, in your world, are the Yacht Buyers and the Dinghy Dwellers.
Are you willing to allow those DD’s to float out to sea while you free up time to target your Yacht Buyers?
Will your decision position you as a profitable Marketing Leader or a weekend sailor?

Life is filled with choices. Successful lives are filled with wise choices.

Your choices and the actions that follow will reveal the kind of marketing life you really want.

Drew’s Note: Steve Roesler is one of those guys who just seems to know quite a bit about everything. His blog, All Things Workplace, has won many an award and earned Steve a legion of fans. I’ve always found him to be not only smart as a whip, but incredibly generous and quite witty. Who could ask for more?

The Art Of Listening In Social Media (Jason Falls)

December 1, 2008

I recently posed the question to a group of advertising professionals, “What do you think the first step to social media success is?” The answers I got were varied and some were close to being right but most of them made the common mistake of concentrating on the technology. “Get an IT guy who can translate all that web stuff,” is a common response.

But social media isn’t about technology, it’s about communications. The technology is just a common mechanism that facilitates the message exchange.

The first step to success in social media is listening.

But how do you listen to millions of blogs, posts on social networks and billions of websites? Well, it’s easier than you think. Here’s how:

Google Alerts
Go to http://www.google.com/alerts and type in a search for your brand or company name. Select “Comprehensive” as the type and “Once a day” for how often then put in your email address. Now do the same for your CEO’s name, any variations or additions to your company or brand (sub-brands, divisions, etc.). You’ll get an email once daily for each alert. Click on the links and see what people are saying about you.

You’ll want to refine your search term based on the number of irrelevant links you get. For instance, a search for “fruit loops” may yield lots of posts about fruit or even posts on roller coasters talking about loops. By adding quotation marks in the search term (“fruit loops”) instead of (fruit loops), you’ll get more relevant posts.

If you’d like to keep the links, sign up for and use a bookmarking site like Delicious.com. By using a one-click bookmarklet (or button on your browser’s top frame) and filling out a few simple fields about the page you’re saving, you can organize and save and endless number of pages. (For my bookmarks on public relations, click here.)

You can also take the efficiency one step further and subscribe to the Google Alerts as a feed in your favorite RSS Feed Reader. If you don’t know what an RSS Feed Reader is, go watch the CommonCraft video. It will change how efficiently you surf the web.

Other Listening Mechanisms
Keep in mind Google Alerts doesn’t catch everything. You’ll also want to conduct searches of Twitter and perhaps even a more advanced search of blogs using Bloglines, Icerocket or Technorati. But these results listings come with RSS feeds as well, making it very easy to manage. (Hint: You really ought to figure out that RSS thing.)

For more advanced listening, there are a number of paid services that not only help you identify who is saying what about your company, but also provide analysis and insights to help you … or pretty charts and graphs for the CEO who doesn’t want to try and understand it. Those services range from economical (Radian6, BuzzLogic, BrandWatch) which normally don’t include human analysis, to pricey (Nielsen Online, Cymfony, Collective Intellect). Some, like K.D. Paine & Partners, offer both do-it-yourself solutions and full-service reporting.

I’m Listening. Now What?
Now that you’re keeping up with what the world is saying about you or your product or service, you need to know what to do with it. There are several schools of though here, but let’s look at some examples:

1. Dell Computers was suffering from historically bad PR in 2006 when they decided to start listening to their customers. Now, Lionel Menchaca and others in the blogging/social media effort at Dell try to respond to ever mention of Dell online, be it on a blog, Twitter or elsewhere. All listening has done for Dell is turn their customer service reputation around, 180-degrees.

2. Comcast Cares monitors Twitter for mentions of cable issues, access problems and more when someone mentions the company. Again, the customer service reputation for Comcast, at least within the Twitter community, gets high marks.

3. You can also just choose to respond to only the negative, or at least only those that might be inaccurate. In January, Sara from Breaking Up With Bread posted her concerns that Maker’s Mark bourbon may have aggravated her gluten intolerance and made her sick. When the master distiller posted a comment not only assuring her there were no glutens in the bourbon, but even provided a link to a government study that verified that, the blogger posted an apology and took the entire post off her blog.

4. And, of course, the baby step is to respond to the positive to engender a multiplier effect on the good vibes. By posting thank yous when people mention your brand, it at least sends a message to the writers and readers of that particular post that you are, in fact, listening. But I would caution you that if you do this, people will expect you to respond to the negative as well. Be prepared, even if this method is the toe in the water.

Listening is really the easy part. It’s knowing how to respond and react to what you hear that is the fundamental indicator of how a company will be received in the social media space. While each company or brand will need to develop their own personality in doing so, the key to success is simple:

Respond online the way you would respond to the same thing being said in person and in public and the way you would want to be responded to if you were voicing the concern.

As risky as it might seem, as intimidating as the permanence of the web is, it just takes removing the marketing hat, setting aside your tendency to try and control the message and just have a conversation with people. Try it. It will change the outcomes to your liking.

Drew’s Note: Jason Falls is a stand up guy. He is an natural conversationalist, which may be why he gets social media like nobody’s business. He’s the director of social media at Doe-Anderson, a brand-building agency in Louisville, Ky. He is the author of SocialMediaExplorer.com, a leading social media, public relations, marketing and communications blog. He’s also completely ga ga over his kids. Another reason to like him.

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