Hit 'Em in the Mall

I love out of home advertising, but often, those of us who work with local clients have a hard time getting clients to appreciate the value in it.

The other day, I was finishing up my Christmas shopping, and was surprised to see a branded playground in the middle of the shopping center. Two advertisers- Community America Credit Union and Aristocrat Motors- had branded playground equipment. One was a bank (pictured) and the other was a car.

It was subtle, and didn't take away from the experience that the kids were having, but was a great way to get a brand name in front of their parents. Kudos!

Kind of Feels Like Stalking

Since we focus primarily on local and regional media planning and buying in the Kansas City area, there are not too many times my clients have needed me to monitor the blogosphere for them. But, I have heard about this phenomenon many times from folks who are concerned about their national buzz.

In my head, I have it envisioned as some solitary person, in a corner closet, hunched over their computer refreshing their Google Reader/Twitter, etc. every thirty seconds, waiting on that single mention of their corporate boss.

But, I have never experienced it until yesterday. I was having problems with some NING accounts- a site where smaller organizations can set up their own "social sites". So, I sent out a Twitter message- thinking that if someone else was having an issue, I would at least hear about it.

And, within a minute, I was being followed by a NING Customer Service person, and had a direct message from them inquiring me about my issue. Laura invited me to send her a message, detailing my problem and she would look into it. IMPRESSIVE. By the end of the day, she had responded, and although I haven't had a chance to see if her feedback was indeed the problem (user error I am sad to say), I was satisfied she was concerned enough to actually look into it.

It is amazing that customer service has evolved into an almost instantaneous process. Although it took Laura just 60 seconds, instead of the 30 I imagined, in my mind, I think I will still envision her hunched over the computer, waiting for that moment when she can leap to attention.

And, Laura, if you find this post in the Blogosphere--- HELLO!

Props to a Kansas City Original!

It's gift giving time, and I love looking through all the "hot" lists for inspiration for my loved ones.

Recently, I was browsing through Real Simple magazine, and found a Kansas City product featured, so thought I would throw out some props to them for getting such a tremendous hit.

Original Juan- a specialty foods company which carries various hot and barbeque sauces and more- can easily be identified on grocery shelves, because of the unique and eye-catching label. It has long been one of my favorite brands here in KC, and would encourage those who haven't tried it to give it a taste!

Great job Original Juan- and hope your warehouse has been buzzing after this feature!

The Flexability of Paper

All across the country, we hear about layoffs, and the media world is no different. Recently, our local paper has had several rounds, across all departments.

Many local media planners and buyers incorporate newspaper into their initiatives, and at Kazoo we are no different. We purchase newsprint across the region, and there are many things I have seen emerging over the last few years.

Newspapers often seem to be on the defense with marketers. Instead of working together to tailor an aggressive rate package, they continue to raise their rates every year, and spend most of their time defending their cost increase, instead of making themselves flexible.

Subscription numbers are down, the demographic is continually getting older, and now, with major layoffs across the board, the content is going to start to suffer.

More and more, it begs the question- if major changes are not made at the print level, what IS the future of newsprint?

Obama- Marketing Machine

On this historic day, I thought I would reflect back a little bit on the marketing efforts put forth by Barack Obama. He has been revolutionary in many ways, not the least bit of which is all the new mediums he has dabbled in.

Of course, traditional media has been used a lot, but on top of that, Obama has noted the importance of the youth vote, and therefore, has explored many areas others have not dreamed of. These, partnered up with more main stream targets might be what propels him to victory (it is 3:30pm, so still too early to tell.)

* Twitter- if you follow Obama, you not only got updates on his campaign stops, but you were also notified of his pick of Joe Biden as the Vice-Presidential nominee.
* Email Blasts- practically every day, email blasts were sent out from the Obamas or Bidens, touting milestones and events throughout the campaign.
* Video Games- Obama is the first candidate to run advertising in some popular video games.
* Infomercial- In an last effort to get his message out to the masses, Obama purchased a 30 minute commercial on several networks, drawing in 30+ million viewers.
* Social Groups on Facebook/ MySpace- fans were able to share their love of Obama through various ways, including "flair", etc.
* Banner Ads- targeted demographically and geographically, banner ads ran on many sites across the Internet.

I am sure there are more, but these are the ones that come to mind first. Obama, with his logo, message, advertising campaign, etc. created a brand for himself. This brand has infused a passion into his followers like I have never seen in my lifetime, but one that I hope to see again and again.

Getting What You DON'T Pay For

For the second time today, I had a conversation with someone about a website. And, for the second time today, the topic turned to the idea of going the "economic" route, and having someone internally putting the site together.

I cringe every time I hear someone say they have an accountant or a sales person who "dabbles" in web, or graphic design, or whatever it may be. Because 90% of the time, they make the decision to put that person in charge of the project, most of the time to save money.

I have an ex-client who did this not once, but from my count, 3 times. And, if they were to look back, and if they were honest with themselves, I am sure they would see that the cost and the heartache of this decision in the end was not worth it.

If you want to pay the neighborhood kid to do your website, that is fine. But, it will look like the work of a neighborhood kid did.

There are many great small agencies and freelancers out there, and I believe that it is worth doing it right the first time. Need some contacts- visit www.kcfreelanceexchange.com for starters (disclaimer- I am a member and the president). They have a lot of remarkable talent.

You do get what you pay for, and in this case, you get what you don't pay for.

The Lost Sale

I subscribe to a lot of random email newsletters- for both personal and business purposes. There is one I am particularly fond of, that feeds my shopping habit on a daily basis.

A variety of companies use this email blast to promote their sites, or new products they are coming out with. The other day, I received an email from them, with a new product that I just had to have. I clicked on the site, and all I got was a screen that said OUT OF STOCK. Now, I know that businesses can not keep an infinite number of items on hand. But, I checked the site within minutes of getting the email. I thought surely there was an error, so I checked back the next day. Same screen.

There have been other times when I have clicked through newsletters, only to get the error that the site is down, due to high traffic, etc. So, I delete the email, never to return.

This should be a reminder to all of us that online marketing is extremely affective, but you have to be prepared for it. Otherwise, the customer experience is frustrating, and I would wager, these potential clients will never find their way back to you.

Diversify Your Investments and Your Business

Diversification is a term we have all been hearing a lot lately, with the financial crisis we are facing today. This crisis is causing a lot of struggle with business owners, but, I have also been seeing businesses on the positive end of this spectrum.

There have been a lot of examples of how being "niche" has helped companies stand out from their competition, and I am not discounting that. But, in times of turmoil, it is those that have a little broader aim that seem to weather the storm a little easier.

Take for example September 11th- anyone who worked in the travel industry suffered for years afterward. Being at an agency who worked on an aircraft manufacturer, I was able to see that first hand. But, what got us through was all the other categories we had in our portfolio.

Today, it is the same phenomenon. Times are harder. And although record sales numbers may not be the norm, there are those who are still in the black.

The new year is approaching, and now is the time that many of us are analyzing our strategies, preparing for the new year. Think about your target audience, and what the potentials are not only in good times, but in bad. Walking a fine line between niche and diversified may be difficult, but worth it in the end.

Cut the Cord

When I bought my house 4 years ago, I made the decision to start relying 100% on my cell phone. Seems like the only people that actually used the land line previously were telemarketers, and I certainly didn't care about keeping in contact with them.

At the time, this was a new phenomenon, but not anymore. Today, 20 million households have cut the dependence on their land line.

Currently, it seems that the majority of people who have done this are lower income and younger, but I predict the trend to expand rapidly in the older, more affluent demographics. My mom is a perfect example. When we need to get a hold of her, we first call her cell phone. Most of the time it doesn't even occur to me to try her home phone first, because 90% of the time, she doesn't answer, and then I am just going to try the cell anyway.

Between the decline in Yellow Page usage, and now land lines, traditional phone companies are going to have to keep looking for innovative ways to keep income flowing in.

No Easy Answer

It seems like you can hardly turn on the news anymore without hearing about the price of gas, or the economy in general. Whenever pocket books tightened up, I often feel the tension exuding out of those I work with.

It's at these times we all need to remember there is no miracle cure. There is no ONE THING that is going to come down on you like a bolt of lightening, causing customers to break your door down.

Instead, it is even more imperative that you evaluate your long-term marketing plan and commit to it. It sounds like an easy answer to pull back a little bit of advertising here and a little bit of marketing there. But, when you do that, your sales will erode as well.

And, above all- make sure you are tracking each and every lead. Because if you can identify what is working, then you have the justification to tweak and move dollars around.

And, although there is no easy answer, it is this dedication that will lead you around the bend.

The Smallest Gestures

A few weeks ago, I ventured over to a new dry cleaner in my neighborhood. There was no particular reason for the switch, other than I had been going to a "bargain basement" place, and something about it had me crossing my fingers every time I dropped something off there.

The new place is more expensive, and a little further drive, but I thought I would try it out. I dropped off my items, picked them up a few days later, and normally, that would be the end of the interaction until the next time I spilled salsa on my wool coat.

But, a few days ago, I received a hand addressed envelope in the mail. I thought, "It's not my birthday," so I curiously opened the envelope. Inside was a Thank You card. A card from my new dry cleaner. Personally signed by one of the employees.

I won't repeat the entire note, but basically, it welcomed me as a new customer, and told me they appreciated me entrusting them with my items. And, it offered me $5 off my next visit.

WOW! I don't even remember giving them my information, let alone telling them I was new. But they noticed. And, they remembered. And they told me thank you.

I was impressed. And, even though it is a little more expensive, and a little further drive, I will be going back.

It reminded me of all the little things we should be doing for our customers. A small gesture, one that doesn't cost a lot of money, can speak volumes. And, create a long-term customer in the process.

Pry the Insert Out of My Cold Dead Hands!

I read a study this morning, talking about local online advertising and how it translates to the local consumer. Essentially, the findings showed advertising on local websites is more influential than advertising we see elsewhere on the web. Makes sense- these local properties have worked years at building trust with their communities. The successful ones have taken this trust and extended it beyond their traditional boundaries.

Some of the data talked about the % of people who turned to the web for local dining, banking, and grocery information. The numbers were impressive. And, it made me think of that newspaper today- stuffed to the brim with grocery inserts. Do local businesses, of all types, have the foresight to forgo the comfortable?

Change is scary, but as marketers, we must do it. Our consumers are moving forward, and if we don't, we are left behind. It's hard- especially at the local level- to take that leap. So, if you are not comfortable leaping, tip toe. But starting doing it today!

GoDaddy- The Worst Site Ever?

GoDaddy is a concept that I love. It makes it possible for us layman to buy domain names, set up simple hosting, email, etc. What I don't love is them is their website.

Is there any reason why it has to be the most complicated website I have ever seen? Today I had to go in and renew something on my account. In theory, this should be a very simple process. Click here, click renew, pick payment, done. But instead, I found myself confused, in some sort of loop that I couldn't get out of.

Sales pitches and price points slap you in the face every place you turn. I get it- you have a lot to offer. But, if you condense things down, make it a little more clear where I am supposed to focus my attention, you may get me to react. Instead, I go in, try to figure out the one thing I am supposed to do, and get out like I am being exposed to the plague.

Being user friendly is clearly not something GoDaddy has mastered.

I have had several clients re-vamp their websites lately. The one thing I find myself repeating in every case, is the fact they need to be clear, concise, and user friendly. Otherwise, people will click on and click off as fast as they can.

Barack Gets It

This is not a post to talk about the candidates from a for/against standpoint. This is a commentary on a Twitter message I received from Barack Obama today. A few months ago, when I signed up for Twitter, I was thrilled when I found Obama, and I immediately started following him. OK, following one of his staffers posting on his behalf, but whatevs.

I loved hearing about where he was campaigning, as this was still in the midst of the Clinton/Obama battle. I liked the updates on upcoming speaches, and links to where I could see them live. But today, I received a post that blew me away. The Twitter said, "Announcing the VP candidate sometime between now and the Convention by txt msg & email. Text VP to 62262 or visit www.barackobama.com/vp."

You better believe I sent that text! I, like the rest of the country, am dying to know. And, just the mere possibility of me being "in the know" before any one else is exciting! It makes me feel involved in his campaign, invested somehow.

I have had lots of conversations lately with clients and industry folks about Twitter. What it is, how it works, but most importantly, how it can work for them. I think this is a perfect example. With a message that took 5 seconds to send, I become excited, intrigued, and more interested in Barack Obama.

This is something that local companies can easily do as well. In fact, they can Twitter far easier than all of the other social media out there. When you have something interesting to say, your fans WANT to know about it. When they have an inside scoop, it makes them feel important, almost invested in the goings-on of you business. And, when customers feel invested, it is very likely they feel loyal at the same time.

Catching Up, Every Two Years

I am a TV addict. There! I said it. The DVR has become my enabler. It single handily has stretched my addiction from "appointment TV" to now including every cheesy piece of reality TV I can get my hands on. And, yes, that includes recording Cheaters at 1am.

As a media buyer, I justify my addiction on my job. I mean, in order to sufficiently buy for every demo under the sun, I NEED to watch every program I can get my hands on. That is the only way I will understand the mom, teenager, empty nester, young professional (list goes on) I am trying to reach. OK, obviously all the research and reading I do plays a big part in that, but that is how I justify the over-loaded DVR to myself.

It used to be, my to-do list was the only thing that piled up around me. Now, it is also my to-watch list. That is why I am so glad the Olympics are here. Not because I am excited to watch them..... I have never been a big fan from a personal level. No, it is because I know that as the entire world is tuned in to the diving and the sand volleyball, many of the other networks will be running re-runs and awful TV specials.

It's my chance! My chance to finally get caught up on all those shows I have been taping over the last few months. No new programs to distract me! Well, unless you count Project Runway, Mad Men, Swingtown, Sunset Tan........

Maybe I can even get to those Netflix DVDs I have had for the last 4 weeks. And, I have some library books piling up. Not to mention the photos that need cataloged. Oh well, maybe I won't catch up after all, but I will give it the best shot I have.

Is that Kazoo, like the martian on the Flintstones?

For me, picking my company name was the hardest part about starting my own business. I didn't want to use the traditional last name. I wanted it to be symbolic, memorable, and fun.

For a while, I was stuck on color combinations..... Red This, or Blue That. And then one day, while watching Lost, of all things, Kazoo came tumbling over the air waves and I knew right then and there it was the perfect fit.

Memorable- yes. Fun- of course! But, most importantly, symbolic. I am in advertising- specifically media. And, my job has always been to make my clients' messages stand out in the crowd. And the sweet noise of a kazoo- well, no matter how crowded the room, that sound would carry up and above all the noise.

When people meet me for the first time, and I tell them I am from Kazoo, I either get a puzzled look, or a big smile. Either way, I almost always get the question- where did you come up with that name? Somebody even asked me once if it was from the Flintstones character. You know, the obscure little martian. But, his name was actually GAZOO- not KAZOO.

Since then, I have been smitten with the kazoo- especially the old metal ones. Very retro. And, I even set up a Google Alert- to be updated on all the goings-on with kazoos. It has been since then I have realized the easiest, and therefore, probably the most attempted record in the Guinness Book of World Records, must be for the largest kazoo ensemble.

* July 24, 2007- Attempt in Harlem. Supplied by Kazoobie Kazoos.
* December 2007- Kazoo band in Rochester, NY sets record.
* May 1, 2008- Springfield, MO Cardinals fans set world record.
* July 4, 2008- Attempt in St. Louis, at the Landing's 4th of July celebration.
* Next Attempt? August 2 at the Hillsboro Civic Center.

So, I have already started planning..... mark your calendar for 2012. Date TBD. That will be our 5 year anniversary, and a perfect time to bring the record to good old KC.