Posts Tagged ‘Advertising’

A Real-Life Analogy to Bad Advertising/Social Media Campaign Thinking

Monday, June 29th, 2009

I’m not sure how I ended up with a free Condé Nast Traveler subscription, but since I wouldn’t want to look a gift horse in the mouth, I read it happily. Somehow they must have found out I love traveling. That’s irrelevant though, I just needed a lead.

I was set to write a blog about branding this week when I happened upon an article from the June issue that peaked my interest. Condé Nast sent three people to Moscow, one with a Blackberry, one with an iPhone and another with a guidebook. The intent was to show which was the best in getting folks around.

Details notwithstanding, the guidebook won in most categories and overall. The iPhone and Blackberry, while nice devices, have their limitations. The guidebook, with its research and careful editing worked great in most situations and even fostered a little social networking and conversation, if you will.

“PERFECT!!!” I thought. I know so many people who put so much trust in technology and toys that they lose sight of the tried and trusted methods of doing things. I sometimes fall into that trap myself. I think we all do.

So many businesses and agencies run campaigns using the latest and greatest. Recently, social media has taken prominence – as if it could bring throngs of customers and revenue to even the worst business. Wrong thinking.

I won’t suggest that social media is bad. As a matter of fact it’s a great way to reach some tough demographics. In some cases it might be the only way. You shouldn’t depend on it though. One of the most appropriate quotes in this article highlights what I constantly tell people: “I will [not] travel without [an iPhone], guidebook, a laptop and a willingness to talk to strangers.”

Integrated.

The point I’m making here is to integrate your campaigns. Integrate what you’re doing. Never depend on one medium. If you do, you could end up stuck, out of cash and wondering what you did wrong. One area of life imitates another.

And oh yeah, if you’re traveling, I suggest using a guidebook. I might even suggest subscribing to Condé Nast Traveler.

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Posted in Advertising, Social Media, Strategy, Technology | No Comments »

No Channel is an Island

Thursday, April 9th, 2009

I hate buzzwords. Most people hate buzzwords. You probably hate buzzwords. That being said, today’s buzzword is “synergy.” I’m sorry.

I’ve known the word since grad school, but recently I’ve seen it being used more frequently and often incorrectly. Just to be clear, it basically means “the interaction of the parts produces an effect greater than the actual sum of the parts.” To paraphrase: interaction of “synergetic” things will multiply results instead of adding. From this concept we get integrated marketing campaigns, not just ad campaigns.

I mention this because so many “social media experts” and advertising agencies use social media in a way that doesn’t connect to the rest of their campaigns. It’s not being used synergistically. In an article for Ad News, I wrote about how you need to use a different style of messaging, a conversational style, when using social media. I caution you, that’s only part of it.

What many professionals forget to do is integrate the social media into the campaign at large. What I see is a forced use of the medium. Don’t do this. Social media campaigns must be strategic and part of a larger campaign.

I’m cautioning the mixed readership here: integrate, integrate, integrate. If you’re thinking of using social media, don’t just force yourself to use it, it needs evaluation just like radio, TV or print does. If you don’t know the demographic and population, you’re in trouble.

Social media integration is not easy. The style of the medium is very nontraditional. Even if you’re not paying to use it, you still have man-hours invested. Beyond that, you have to be sure that use of the medium doesn’t have a negative impact on your campaign or the brand at large.

If you don’t know how to do this effectively, ask someone who does. More importantly: if you do hire someone who claims to be a social media expert, be sure they can work with the larger campaign. If you hire an agency, don’t assume they know social media. Be sure they know or do research on the trends and demographics. I can assure you, they can change direction on a dime.

…and don’t forget the synergy.

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Posted in Social Media | No Comments »