$2.4 Million for One Ad? Yes, It's Super Bowl Time! Evelyn Rodriguez http://evelynrodriguez.typepad.com Coming soon! www.businessblogcoach.com
From A Blogger’s Perspective
ADVERTISING IS DEAD! By Evelyn Rodriguez
It’s not only bloggers questioning value of “brand awareness”? • But awareness doesn’t build preference. – John Moore, Brand Autopsy blog, Dec 1st, 2004 • Relying on brand awareness has become marketing fool’s gold. – Scott Bedbury, author A New Brand World, head of advertising for Nike circa 1988-95
By Evelyn Rodriguez
The Co-Creation Ethos: The Tip of Iceberg • Please GoDaddy please … let us co-create your television ad • Thanks again Bob for providing your perspective in this conversation. But I’ve got an idea that a marketing maverick like you might jibe with. • Let us help you choose which commercial GoDaddy.com will air during the Super Bowl. • Yep, I am proposing that we become a temporary member of the GoDaddy.com Marketing Department and help you decide which commercial to run. – John Moore, Brand Autopsy, Dec 3rd, 2004
By Evelyn Rodriguez
Joining the Conversation Bob Parsons launched www.bobparsons.com Dec 17th. Recently he says: The new ads are more product oriented. One of the new ads is called “Paparazzi.” The other one is called “Biker.” Both ads are quite unlike our Super Bowl ad, in that they are more product-oriented in nature. We are launching our “There’s a name for people like you" campaign. Candice also tells the principal characters in both commercials that they can use the Internet to tell their story and who knows what the results might be. By Evelyn Rodriguez
Different Ethos. So, Who Owns the Brand? Used to be: Corporations told their story. It was their story. Then customers started advocating: Hey, it’s our story. (You don’t own the brand.) Brand Hijack: consumer takeover (synonym). The consumer’s act of commandeering a brand from the marketing professionals and driving its evolution. - back cover of 2005 book, Brand Hijack by Alex Wipperfurth By Evelyn Rodriguez
Who’s Right?
Do companies own the brand or
Do customers own the brand?
By Evelyn Rodriguez
What if… • The options that I or You own story are about wresting control of the story. • Media often point to societal shifts. (“The medium is the message” – Marshall McLuhan) • And blogosphere is a leading indicator that there’s another alternative. • What if you got above the turf wars and could survey the battleground from a higher vantage point? (What if it wasn’t a battle?)
By Evelyn Rodriguez
What if Brand Itself was Sovereign? • Good writers “surrender” to the story and it takes a life of its own. They follow the arc of the emerging story. • Good marriages acknowledge there is third entity that’s not exactly I or you – but a bigger I-You. • Good example: Development of Linux operating system • The Art of Possibility’s “WE” space. • Fast Company, March 2005: How do you get customers fired up about a new product in a tired category? Simple. Turn your brand over to them. – “The customer’s not always right. F--- that. If you’re always trying to cater to everyone, you have no soul.” – Chris King, Jones Soda Co. By Evelyn Rodriguez
Different Times, Different Thinking Tier – subsistence value system, separate interests
1st BEIGE – survival, clans (move beyond fear of imperative survival to) PURPLE – ethnic tribes (move beyond fear of evil spirits to) RED – rulers & feudal empires (fear of other predatory men to) BLUE – higher authority, nations (fear of trespass against ordained order and authorities to) ORANGE – corporate state (fear of loss of connection & meaning to) GREEN – value communities (fear of social disapproval to…) 2nd Tier – being value system, shared interests YELLOW – flexible integral commons (maps to Maslow’s selfactualization) TURQUOISE (maps to Maslow’s transcendence) and more…. – Source: Spiral Dynamics by Don Beck & Christopher Cowan, and research by By Evelyn Rodriguez Clare W. Graves
Ultimately, It’s About History of Self-Interest • Machiavelli says people and society will always move towards their own self-interest • Non-Zero by Richard Wright, the concept of “self-interest” changes and expands because we are interdependent (not altruistic argument) • From egocentric to ethnocentric to worldcentric – grows more inclusive in terms of encompassing perspectives • “Mankind needs the return to spiritual values, for it needs compassion. It needs the deep experience that the Thou and the I are one, which all higher religions share.” – Peter Drucker By Evelyn Rodriguez
Marketing Shifts Follow Society Marketing Used andIndicator MediaMotivators & Media
Drivers
Broadcast media
Status, prestige, profit, rewards of “success”, winning the game
Positioning, advertising, direct response, traditional PR, outbound message oriented, expertise lauded
Internet, interactive media linking, communities, conversations
Peer recognition and community belonging, sharing, social kudos, often antihierarchical
“Markets are conversations”, word-ofmouth, co-creating (if not dialectic), democratic consensual processes, diversity lauded
Blogs, Wiki – ranking, (I-You reputation, Dialectic, meritorious All of Us) bubbles up
Self-actualization, “painters paint”, self-expression, shared interests/ common ground even if disagree
Context-dependent, technique-agnostic, best ideas emerge processes, story is sovereign, burning issues not demographics, universals lauded
Orange (I)
Green (I-You Relate, Us)
Yellow
By Evelyn Rodriguez
‘Yellow’/Shared Interests Marketing is Flexible •
...the art of projecting. Of getting inside the heads of the people who do care deeply about this product and making them something they'll love and want to share. Marketers and designers who do it can put themselves into other people's shoes and imagine what they'd want. In the long run, learning this knack is actually much more profitable than being able to make stuff for only yourself. Learning this knack gives you more flexibility. There are marketers who can create Purple Cows [remarkable products] for only a tiny audience -- an audience just like the marketers themselves. They make decisions based on gut instinct, and (for a while) this works. If you follow this path, though, sooner or later your gut will let you down. If you haven't developed the humility that comes from being able to project to multiple audiences, you're likely to panic when you can't connect to your chosen group any longer. - Seth Godin, The Purple Cow: Transform Your Business by Being Remarkable
By Evelyn Rodriguez
Our Mindset Affects Marketing Approaches Creating an event:
Orange – “Talking head”, only experts with credentials speak Green – Pass stick around a circle discussion, give everyone a chance to speak and be heard Yellow – Mix lecture and interactive as appropriate for goals of the event; Open Space format (self-selection and emergence of facilitators and topics), invite people from many viewpoints, including those whom disagree and outside of the group
Creating an ad: Orange – Company tells the story, “cultured messages” Green – Democratize the creation of the ad, let customers tell the story or contribute ideas, survey customers, collect votes from customers Yellow – Why are we doing an ad? Is it best decision in this context? Creative stresses universal themes. Listen intently to “burning issues” of customers not for “advertising ideas” (Scott Bedbury). Be willing to be flexible if original creative morphs and evolves from original intent. Listen to feedback, doesn’t imply you will implement. By Evelyn Rodriguez
Tinges of Yellow Appears In SuperBowl • GoDaddy – Integration of blog – with follow-up to comments by CEO, ad posted on blog/website, additional follow-on advertising (could do more around word-of-mouth and other marketing, see Brand Autopsy blog, Dec 3rd, 2004)
• Anheuser-Busch’s Tribute to the Troops – Universal themes, emotional hook, spending money for a public service announcement around “burning issues” and not about themselves
• Other Examples Outside Super Bowl: – Purpose-Driven products, including Saddleback Church (caters to “Blue” market, but appears yellow in marketing approach) – Red Bull – Jones Soda Co. – P&G By Evelyn Rodriguez