Considering Online Video? Keep It Short Stupid

A recent survey by eMarketer found that online video viewers prefer shorter video clips. What does that mean for marketers? Well, for starters consumers either have shorter attention spans or less time –  or both.

This is a concept journalists have gotten for a long time –  and we here at Politis pride ourselves in — KISS (Keep It Simple Stupid). This is the same idea and is becoming more and it is becoming more critical for marketers to either grab and keep the audience’s attention or get the message across faster. In this info-saturated world where everyone is vying for attention, we must be smarter and more in touch with our audiences.

Want Better Media Coverage? Do Something Different!

As marketers we’re always looking for ways to create a buzz to get someone’s (or many someones) attention. I’ve recently come across two examples of where doing something different can definitely result in more media coverage (and in many cases can result in increased sales).

The first example is doing something different with an existing product, this is a form of repositioning. While at the Winter Outdoor Retailer we came across Atlas Glove. Now, you probably know Atlas Glove, the knit gloves dipped in light blue rubber coating to give you traction when you work in the garden or move stuff around the garage, what in the heck were they doing at the OR Winter show? Answer: They were promoting Atlas Glove as an outdoor sport accessory.

Honestly, I was intrigued because I have used these little yellow and blue gloves for construction projects and such and now to have them for hang gliding, parachuting or skiing threw me for a loop. To me this is innovative and I immediately began using them. What’s more, their an inexpensive alternative to high-end, professional equipment — trust me, no one’s gonna cry if they rip these gloves.

The second company is Starbucks. Last month Starbucks, famous for expensive coffee, sold $1 cups of coffee in some of their locations. The result: tons of news coverage. It remains to be seen if this move helped or hindered the company with the recent 3.5 hour closure, but the point still stands. Do something out of the ordinary, like offering $.99 gallons of gas as a grand opening special (who wouldn’t go for $1 gallon of gas these days?)

Successful marketing today requires a number of ingredients: originality, authenticity and creativity. Be creative, don’t do it like the other guys, we usually talk about what’s different, not what’s the same!

Happy Betty Award! Quality Customer Relations - Millhollow

So often, we hear of poor customer relations as the sole reason individuals decide not to return to a company to buy goods or services. But it’s not often we hear about good customer relations that lead to return customers. I wanted to highlight one example and hand out a Happy Betty Award.

Recently, my colleague and I were in Rexburg, Idaho, for a career fair at BYU-Idaho. We stopped in at a local sandwich shop called Millhollow’s for lunch and ordered our meals (I ordered a club on white, and Kris ordered a spicy Italian on white). They were absolutely delicious! There was only one problem: there was no meat. Hands-down, they were the best meatless deli sandwiches I had ever had in my life.

We discovered the gaffe about half-way through eating our sandwiches, and had a good chuckle about it. We decided to go back to the counter to let them know of the mistake. They were obviously embarrassed, but they took the remainder of our sandwiches, piled them with extra meat and returned them with two gift certificates for a free ice cream. They treated us very respectfully and were very nice about the mistake.

It was a prime example of quality customer service that we ought to recognize. Check them out if you’re ever in Rexburg.

Starbucks Causes 3.5 Hours of Withdrawl

Starbucks today announced they will shut down more than 7,000 stores for 3.5 hours beginning at 5:30 pm (local time). The “historic closing”, according to the Starbucks’ media alert, promises to produce a “renewed focus on espresso standards, energize partners and transform the customer experience.”

Whether or not that is the final result, competitors are jumping at the chance to get Starbucks customers in their coffee joints. As mentioned in an Adage.com story, Dunkin’ Donuts is offering discount specialty drinks and Biggby Coffee, formerly Beaners, is offering completely free joe between 5:30 pm and 9:00 pm.

Beyond the stunt itself, the media alert took the news story to the next “fluffy” level.Because 3.5 hours equals 12,600 seconds, Starbuck’s media alert lists five alternatives to buying coffee during the training period. These include:

1. Thinking of a change in hair color? A full color with highlights takes just about 3 hours.
2. Watch almost all of the nominated short films.
3. When was the last time you made a home cooked meal? You can roast an 8lb -12lb turkey in 3 ½ hours.
4. What better time to organize those closets, it’s a jump start on spring cleaning.
5. After patiently waiting 12,601 seconds, head to Starbucks to get that espresso!

While good in theory, a quick Google search resulted in some more unique (and funny) ways to spend your time if you are counting down the seconds. Enjoy!

Comms Graduates: What’s Your Challenge?

Corporate communications has changed a lot over the past 20+ years since I graduated from college and entered the field. And then again, it hasn’t changed all that much. The essence of any marketing communications is reaching a targeted audience and influencing them toward action. And although when I started my career I couldn’t even imagine the Internet – no less blogs, podcasts, social media, wikis, and the rest of the new media world – success in marketing communications is the same today as it was two decades ago.

I see the greatest challenge facing the current generation of communications graduates as determining how new media will help the companies and clients they represent reach that age-old objective of improving the bottom line. Sure, blogging and podcasts and wikis and social media are hot, and everyone knows they have to be involved. But what’s the payoff? And how do you break through the noise of an open media field to influence your audience? I used to think there was overwhelming noise because of the volume of technology trade publications in print. That’s a whisper in the wind compared to chatter of new media.

The challenge is similar to what we faced when the Internet originally blossomed into the mainstream. Companies knew they needed a Web site. But why? What did it add to the bottom line? And once your site was up, what made it a competitive advantage? The answers weren’t easy – and they won’t be easy for new media either. But what a great opportunity to be in the mix of creating the right answers and leading the connection between new media and the bottom line.

It’s always hard to define “the one greatest challenge,” but that’s how I see it. I’m interested to hear what others think is the biggest challenge facing new professionals today. After all, a lot is changing in our business – and then again, a lot is staying the same.

Michael Jordan Dishes Advertising Advice

His Airness is featured in this month’s ESPN The Magazine and gives some great advice to the NBA, and in turn all advertisers: Be Original!

Jordan’s message to marketers is not to try to duplicate. If it’s been done once, no sense in trying to do it again, or worse, trying to market it as a second iteration, just as good as the first. I believe that products, fads and brands can be resurrected, but it requires some tact, skill, creativity and an accepting public.

I’ll let him say it in his own words, you can read Michael’s interview here.

The Three-Month Report Card for TheBettyFactor.com

It’s hard to imagine that it’s already been three months since we at POLITIS LLC officially launched our corporate blog about all things marketing related — The Betty Factor. But it is.

As such, I thought it would be appropriate (as the effective publisher) if I, David Politis, took a few moments to

• Review our progress thus far,
• Analyze the pluses and minuses of our efforts, and
• Assign a letter grade to our initial accomplishments.

So here goes.

= = = = = = = = = =

First off, it may be helpful to re-examine what it is we’re trying to accomplish with this blog (www.TheBettyFactor.com), as well as what it’s all about.

(more…)

Extend Your Brand Recognition Like Old Navy

How often can a company get its brand, its name, its likeness, its image in front of prospective customers? That is one of the key challenges faced by marketers everyday.

In his Advertise Everywhere!! post on The Betty Factor yesterday, my colleague Kris Beldin mentioned that Old Navy had gone so far as to put its name on the buttons of one of the golf shirts it was selling.

As a Gap, Inc. company (NYSE: GPS), I’m convinced that Old Navy has figured out that reinforcing one’s brand is critical. That’s why the smartest companies and marketers are always looking for ways to put the company name, logo, mark or image on products that they sell.

Car manufacturers do it. Car dealers do it. Consumer electronics companies do it. Cell phone companies do it. And yes, even clothing companies do it — at least when they can.

Reading Kris’ blog post today reminded me of an Old Navy shirt I have hanging in my closet.

I happen to be a big fan of Aloha Shirts — often called Hawaiian shirts here on the mainland — so much so that I have more than two dozen such shirts hanging in my closet at this moment.

Anyway, I was reading Kris’ piece when I remember what’s on my Old Navy Aloha Shirt. Sure enough, I pull it out of the closet, and there it is — the words “Old Navy” woven right into the pattern.

When I first realized (after buying the shirt) that Old Navy had logoed its name onto my really cool-looking shirt, I was not happy, mostly because I did not realize the name was part of the motif when I made my purchase.

Since then, however, I’ve begrudgingly given Old Navy props, as the modified logo is quite subtle within the overall pattern of the shirt (in spite of how it might appear in the image to the right and above).

The Takeaway:

The point is this: If you work for (or own) a company and you have the opportunity to brand your company name/logo/image onto products that customers buy, you had better do it.

If you don’t, you’re a fool!

Advertise Everywhere!!

It strikes me that one way to get yourself known, or your message for that matter, is to be everywhere. If everywhere we look we find your message, brand or product, what are the chances you’ll be our top of mind consideration? Pretty Good!

A few years ago I noticed that NBA teams even began putting advertising in places the fans at the game won’t see, but that the cameras do and therefore those of us watching from home see. (Look at the top of the backboard to see what I mean. Photo courtesy of NBA.com) It’s also the way I know where a baseball game is being played, look at the backstop, it usually advertises the team’s Web site as well as the team’s biggest sponsor.

I even bought an Old Navy polo shirt recently and the buttons had Old Navy printed around them — in case I forgot where I’d gotten the shirt.

The bottom line is that not only should you put yourself everywhere, but you can also be creative about where your ads are. A recent project for our agency put us in touch with the Utah State Attorney General’s office, we left as “Special Agents” to the Attorney General with authentic pins and coins to prove it.

I’m always amazed at the places marketers find to place advertisements, seen any cool or uniquely placed ads lately?

Miscommunication Can Happen Anytime, Anywhere

Typically, I just delete pass-along emails without even opening them; you know the kind: the ones that include sappy tales or lame jokes.

But when my wife showed me the photo to the right, I knew I just had to share it here as well.

You can almost imagine the phone order coming into the local grocery store, can’t you?

EMPLOYEE:  “Pastries. Can I help you?

CUSTOMER:  “Yes, I’d like to order a chocolate sheet cake for a going away party this week.”

EMPLOYEE:  “Okay. And would you like anything written on the cake?”

CUSTOMER:  “That would be nice. How ’bout, ‘Best Wishes Suzanne,’ and underneath that ‘We will miss you.’”

EMPLOYEE:  “No problem; we’ll get right on that.”

- - - - - - - - - -

Unfortunately, just when you think you’ve been absolutely, perfectly clear, someone comes along and slaps you upside the head.

Welcome to the world of miscommunication.

Sounds like an opportunity for better employee training at some store somewhere.