Many of us bloggers put together a “Best Of” list for the final posting of the year. It is easy, readable and we really don’t want to devote a lot of time to writing during this busy joyous season. And, seriously, how much time do you actually devote to reading your favorite blogs at the end of the year?
This year, I am reaching a new laziness low. Instead of even compiling my own “Best Of” list, I am merely going to link to one. And I will understand if you are too busy—or too stuffed, exhausted or whatever—to even click on this link.
See you next year. (Obligatory—and sincere—thank you to my readers, favorite fellow marketing bloggers, etc. goes here.)
This is indeed the season of good cheer, merriment...and lumps of coal for those who have not been as good as Santa would like. So here is my first annual holiday "Lump of Coal" Award.
I do not know what criterion Santa uses, but my only constraint is that I don't go the big, obvious, "Madoff is a bum" route. That kind of villainy and treachery gets plenty of coverage.
My selection is on a smaller scale. That's because just as I usually leave the coverage of multi-million dollar TV campaigns to blogs that specialize in that sort of thing, and concern myself more with things that might affect my small business audience, this is purely the result of my saying to myself, "Hey, that's not nice."
This year's winner/loser is Dan Ariely. He recently wrote an article for the Wall Street Journal offering tips for selecting presents that please. The paragraph that caught my eye, and made Dan a finalist for my prize, was this: Another category of gift, which I like a lot, is what I call "paternalistic" gifts—things you think somebody else should have. I like a certain Green Day album or Julian Barnes novel or the book "Predictably Irrational" and I think that you should like it too.
Now, there is no reason why that paragraph should give you pause, unless, like me, you read the entire article and then went on to the credit after the end of the story. Which states Mr. Agley teaches at Duke University and is the author of "Predictably Irrational: The Hidden forces That Shape Our Decisions.
So the book he is recommending in the article, as one he likes and thinks you should like too, is one that he wrote himself. Full disclosure...oh, wait, he had no disclosure.
So again, in the scheme of things, with all that is going on in the world, this scarcely merits a slap on the wrist. But as an example of what I would classify as marketing chicanery, it certainly deserves a lump of coal.
Visited Andy Sernovitz’s blog “Damn, I wish I’d thought of that!” (I go to his blog often. You should also.)
That’s where I found this business card from Sambazon. Andy pointed out that every employee’s business card is now also a coupon for a free sample. He thought it was a “smart, simple idea.”
Me, because I am perhaps more easily impressed, thought it was truly fabulous, on many levels. It’s not just a clever card—and there are many distinctive cards out there—this one prompts me to action, offers me something for nothing, doesn’t rely on moving parts, sliding panels, weird graphics, QR codes.
I am not suggesting you rush right out and print some new “Free Sample” cards. But think about what you can create equally as inventive. Consider it a creative challenge, not an opportunity to copy.
Those new augmented reality business cards are clever too, but do need a Smartphone. Still, worth a mention when the topic is clever new business cards.
I have been noticing commercials and print ads for Capital One bank featuring Jerry Stiller. Yes, he is a living comedy legend.
But I personally, for many reasons, don’t understand his value as a spokesperson for the bank. Does Stiller represent honesty? Trust? Truth? Youth? Confidence? And why does he call me "baby"? (Full disclosure: I have never watched “King of Queens,” and more surprisingly, have never seen a full “Seinfeld” episode.)
However, in the warmhearted sprit of the season, I am willing to assume I am wrong, and he is a perfect person to represent Capital One. But still, who the heck are they trying to fool with their math? Bah Humbug!
This site spells it our far better than I could. Here’s a brief excerpt. “Let’s split the difference and call the national average 0.005%. That’s one five-thousandth of a percent. I multiply this number by 5 and get 0.025%. Exactly one quarter of a percent interest on my checking account.” Even if the number the bank quotes,1.01% APY, is more accurate, it doesn't quite sound like "High Yield" to me. Nor does the fact that to get that rate, I must maintain a $5,000 monthly balance.
A typical commercial is below. Sorry, not crazy about it…and don’t get me started on the Visigoths/Vikings commercials for the bank.
Selecting a spokesperson is always fraught. Any scandal that affects them will hurt you. But a positive association can pay off exceptionally well. The choice, as always, is yours. But no matter your decision, make sure the claim associated with the campaign isn't misleading. Because then the more the ads are noticed, the more you will be shooting yourself.
In many New York restaurants it is common to have a tip added to your bill if you have a large party, or if it is after a certain time in the evening. This makes sense, as the restaurant wants to insure that the wait staff won’t get stiffed. The usual gratuity is 15% to 20%, and the inclusion is clearly indicated on the check, and pointed out by the server.
However…if you look closely—very, very closely— at the check above, you may perhaps notice a tiny 18% right above a very large “TOTAL.” There is absolutely no indication that this amount is for a tip, no indication anywhere on the check that the tip has been already included, and the server never mentioned it to us. (Also, we were just a party of three, not four as the check indicates; certainly not large enough to expect a pre-added gratuity, especially during lunchtime.)
Now, this is probably a subject for the consumerist blog, but to me it is a marketing issue. These decisions don’t just happen. Management decided to include the tip on all checks, management chose not to care about the size of the party or the hour, and management chose not point out that the tip was included. And the server, who may or may not reflect management’s wishes, certainly did not feel any obligation to do the right thing. This is an audacious example of customer disservice.
If you feel you have to add on a shipping charge, include an adjustment in a bill, or do anything that has a cost that could possibly be missed by a customer, be certain to point it out. Clearly, boldly and often. As a wise man once said to me, “Be careful what you do on a Wednesday. It can turn around and bite you on your butt on Friday.”
I am almost embarrassed to tell you the low, low price Amazon has set for my book during this gift-giving season. But if you have ever considered buying some copies as a gift for clients and colleagues, this might be quite the opportune time.
All You Need Is A Good Idea! is filled with insights that are relevant, informal and practical, helping your colleagues learn to create the ideas they need to stand out in the marketplace, build market share, get publicity, appear larger than they really are and make their competition nervous…while actually having fun.
But don't take just my word for it. Here's what O. Burtch Drake, former president and CEO, American Association of Advertising Agencies has to say: “Jay’s fantastic new book is chockfull of illuminating case histories and real-world advice on how to hone and unleash the creative voice from within. Written with clarity and wit, All You Need Is a Good Idea! is one great idea, indeed.”
All You Need Is A Good Idea! can be ordered at Amazon. (There is also a Kindle edition.) Here's the link.
I would be glad to personalize your book(s), and will travel to many locations in Manhattan to do so. Or, if you are in a hurry, just go ahead and sign them yourself.
And for those of you who would also like the Chinese edition (and, really, who wouldn't?) you can order it at amazon.cn.
Happy Holiday.
P.S. There’s nothing wrong with sending the latest Zagat survey, or a bottle of wine. But in these continuing difficult economic times a gift that will help create good marketing ideas might be particularly valued.
Got a letter from American Express this week. The envelope indicated that it contained something of special value for me, as an exceptional, preferred Amex customer.
Well, I have been an Amex cardholder for decades, and have had mostly positive experiences with them. So, admittedly somewhat cynically, but curious, I looked inside. And if an offer can leave a bad taste in your mouth, than all the mouthwash in CVS wouldn’t have removed the “I’ve been had,” sensation.
What they were proposing to their valued customer was a free (plus shipping) American Express 2012 Appointment Book and/or the American Express 2012 Pocket Diary.
And all they were asking in return, if you continued reading all the way to the bottom, was my permission to send me an appointment book and/or pocket diary for the next hundred years or so, at full boat (plus shipping). Sure, they would send me a card each year, which, if I actually noticed amidst all my Holiday mail, would enable me to cancel that year’s order.
But you know, and I know, and they know, that they are counting on most people grudgingly or unknowingly accepting the diary each year, as the easy way out. Plus, this is their idea of a reward for years of loyal card use?
(Here’s one reporter’ slightly different but funny take on the mailing.)
It is a good thing to reward your customers, particularly the 20% that probably account for a large part of your income. But it is short sighted, and ultimately counter productive, to try to scam them. Pretending to offer something special, when you are actually attempting to bamboozle them, insults their intelligence, fosters bad feelings, and isn’t worth whatever brief income bump it may produce.
Taking the bus down Fifth Avenue last week, on the way to my office, I spotted this year's Tiffany's Christmas windows. I don’t know if this is the first time they have decorated them this way, but I thought they looked terrific. Seasonal, attention getting, unusual, unexpected.
Then another passenger saw me looking at them, and commented that she didn't like them; she thought they looked gaudy and that basically they hurt the prestigious Tiffany image.
That's what happens when you try to do something surprising. Novelty produces polarization. But the good thing is that at least you actually get noticed, commented on, thought about. If you agree that you can’t bore people into buying, then you know you have to take a little risk to get a little reward.
Below is a video I discovered that gives you a better look at the windows and their content. See if you agree with me, or the sadly mistaken lady who was completely wrong in her erroneous assessment.
The title of this post is from an article in the Wall Street Journal written by Jonah Lehrer. He quotes the writer, G.K. Chesterton, “Art consists in limitation. The most beautiful part of every picture is the frame.” What Chesterton meant, of course, was how important limits and restraints are to the creative process. Absolute creative freedom doesn’t, counter-intuitively, give you the best creative results.
Lehrer talks about poetry as being perhaps the best example of the benefit of creative constraints. Poetry obviously needn’t follow any rules of grammar, syntax, punctuation or language. And yet the majority of poets write in specific forms such as sonnets and haikus. Most symphonies have four movements. Most popular songs have choruses and refrains. The use of “rules” allows people to think in a more creative fashion.
So while you might think that a creative strategy is a creative straightjacket, you would be wrong. The strategy is your goal, your roadmap; it focuses your efforts. It gives you something to judge your ideas with so you can tell if you have arrived at your creative destination. Strategy is not an obstacle, it is a necessity and an advantage.
Now, of course, the wrong strategy can lead you to lousy results. But that’s for a different post.
Image via Wikipedia
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