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Archive for the ‘News & Thinking’ Category

They Sang for Us

Friday, February 5th, 2010 by John Mallen

PBS Channel 13 www.thirteen.org recently ran a fund raising program with the producer Susan Lacy creator of American Masters, a series on American cultural history. One segment covered Joan Baez and her years of political activism in opposition to the war in Vietnam.

Rev. Martin Luther King appears in a segment saying how he stopped by Oakland, Calif. where Baez was persistently lobbing the inductees urging them to make another choice and refuse to go. She would successfully talk one into leaving, get arrested, go to jail, get released and return to repeat the process.

Looking back some 42 years, I was one who accepted Uncle Sam’s call, moving from stateside training to Vietnam, essentially entering a cultural bubble that insulated me from the revolution percolating throughout the country.

Joan Baez, whose voice I’d discovered several years earlier at Lads Music, the little record shop on Thayer Street on the Brown campus, continued waging the pacifist campaign, joining marches across the United States, visiting North Vietnam and becoming a cultural force who moved opinion.

To this day, I have difficulty admitting that what we engaged in there in Southeast Asia was wrong, that what we had gone to do was wrong and that we should get out. Casting the loss of friends and fellow soldiers off to a misplaced, useless purpose is even today too painful for me to think through on a path of logical progression. There is certainly a great fear of being led to agree with former Defense Secretary Robert McNamara who, long after the U.S. left Vietnam, joined in with Joan Baez and other protestors.

So the documentary plays on through these war years, and it occurs to me for the first time ever that they, Joan Baez and the others, were there for a larger purpose, bigger than what they may have been aware of perhaps. What they marched for, sang about, and reached for was deeply profound; a unity of national soul. Beyond the music of protest was a collective, deep soul cry for a unity that can come only in peace.

As with Joan Baez and the anti-war cast of those years, Bob Dylan, David Harris, and others as with me, the freshness of youth has given way to the mellowness of the 60’s. And as the PBS camera pans the decades, I cannot avoid feeling tugged at some deep level of emotion, stunned to see that “it” was never about pro war or anti war; pro civil rights or pro status quo; but it was about our collective soul.

“No man is an island, entire of itself; every man is a piece of the continent, a part of the main. If a clod be washed away by the sea, Europe is the less, as well as if a promontory were, as well as if a manor of thy friend’s or of thine own were. Any man’s death diminishes me, because I am involved in mankind; and therefore never send to know for whom the bell tolls; it tolls for thee…”

John Donne

Meditation 17

Devotions upon Emergent Occasions

1624

Feedback

Friday, February 5th, 2010 by John Mallen

Looking into SuperFreakonomics,” the “explosive follow-up to Freakonomics” we receive this wisdom from the authors: “Good feedback is hard to come by and extremely valuable. Not only did we receive feedback on what we’d already written but also many suggestions for future topics.”

Authors Steven D. Levitt and Stephen J. Dinner are reflecting in essence on an enterprise that began as a partnership where the economist (Levitt) and writer (Dubner) began packaging stories that illustrated and underscored a law of economic behavior which says people respond to incentives, though not in a predictable way, thus ushering in the “law of unintended consequences.”

Indeed, as they explain, the book was published before these powerful laws were associated with the freaky way people behave.

The outcome led to great ideas e-mailed in from readers. The book’s success also led to a strategic by-product – the authors as (paid) speakers on the lecture circuit and, in that context, to more reader recommendations of content for number two

These suggestions from readers brought about an enrichment of the content in book number two, which the authors claim to be better than book number one.

They claim to benefit from the economic phenomenon of cumulative advantage – “that is the prominence of our first book produced a series of advantages in writing our second book that a different author may not have enjoyed.”

So the lesson is about the value that arises from listening is bigger than the value of using the feedback to tune your operation so every year you get better and better – like Toyota does. In addition, you can get strategic by-products like the authors’ speaking gigs – the readers came to them – and useful ideas for a new-generation product or service.

The key point – it really pays to listen!

Timing is Everything

Friday, February 5th, 2010 by John Mallen

A colleague of mine is fond of saying “timing is everything.” Thus, when we are ready reach out and touch people who are prospective customers, some times are better than others.

Here’s some useful info on dates to plan around for both business-to-business and consumer campaigns from Prospects To Go:
Prospects To Go’s holiday calendar shows government holidays as well as religious and secular holidays that are recognized by enough people in the United States to be noteworthy to marketers. Our calendar has broken ground by also highlighting common vacation and travel days – periods that B-toB- marketers want to avoid and consumer marketers tend to hammer.
2010
There were a couple challenges to putting together next year’s calendar:
• There’s no consensus on dates for Spring Break, we discovered, when checking several school-district and university calendars. We still designated the time between March 29th, the night Passover starts at Sunset, and April 5th, the day after Easter, as a busy personal travel period.
• We wondered for the first time if there’s enough scar tissue on the collective memory of the September 11, 2001 terrorist attacks that marketers can now freely deliver their messages on that day without offending anyone. We decided not. Also, since 2002, 9/11 has become a quasi-holiday called Patriot Day, with the American flag flown at half-staff at the White House, all federal buildings and many private homes.
History of the calendar
We developed this calendar in 2005 when we recognized that some clients of our list brokerage and media-buying agency were forced to advertise at poor times because they hadn’t anticipated holidays in advance. Some celebrations – like Martin Luther King Day in January and Veterans Day in November – are one-day events that you can easily work around. But we’ve seen B-to-B clients lose as much as a percentage point in response (compared to other campaigns we’ve done for them at other times) when they launched campaigns during the major vacation and travel periods around Thanksgiving and Independence Day.
Of course you need to customize this even further to meet your own business cycle. Event marketers working on city tours can refine this calendar by being sensitive to important ethnic holidays in cities with a preponderance of minorities who will be observing them.

Recollections involving the rise of integrity, remembering Peter Sewell, and saluting a new generation of PR leaders

Saturday, November 14th, 2009 by John Mallen

Fresh from the Autumn meeting of  the Public Relations Global Network (PRGN), now 40 agencies on multiple continents, it’s inspiring to experience the energy being devoted to communications that can help energize business and financial success of clients these agencies serve.

Several top-line themes emerge for me, our firm being a member and one of the host agencies here in New York City along with Adam Friedman Associates and Cooperkatz&Company.

1. Central to commercial communications today are the themes of trust, integrity, honesty and sustainability.  While always important, they have become top-line priorites as a result of the economic melt down, governments’ response, and the roaring disaffection and cynicism of consumers and citizens.

2. The responsibility for formulating trustworthiness, cultural integrity and commitments to honesty in our institutions is falling to a new generation of executive leader and communications consultant — those in their mid 40’s (the tail of the Baby Boom Generation) and the 40+ group in the Generation X tribe ( from the mid 40’s to early ’80’s).  Looking at our PRGN members, our corporate guests and speakers from Dragon Search Marketing, Coldwell Banker, Guardian insurance, Polar USA, Davis & Gilbert law firm — there is a wave of intelligent and responsible leaders coming to the bride and taking over the tiller of our institutions.

3. And point No. 3 here involves my reflection on the last meeting the PRGN held in 2005 in New York. We recalled the then president Peter Sewell, a good friend of the earier generation, who has passed away and whose firm has morped from his son Adam Sewell to a new identity (Beyond PR) and most recently new owners, then the  ”pioneering” (for PRGN) survey we conducted about the emerging importance of new media, and our own first media tour — a kind of “coming out” for the group founded in 1999.

As it 2005, it has been a rainy in New York as it moves across the threshold from fall to winter, as we in PRGN move to a new season and a strong position of leadership in a field that has become increasingly crucial in this world.  These are my recollections.

Obama Overexposure for Health Care Reform? Naa! It’s All About Frequency

Monday, September 21st, 2009 by John Mallen

11-21-09 NYTIn marketing frequency holds a lofty position as a key factor for effectiveness. Frequency is  the number of times a consumer needs to see your ad before they recall an buy.

I mention this because on September 20th virtually every pundit I’ve heard has hinted that President Obama may suffer from overexposure. 

Following a number of news conferences since January, multiple appearances on television interview programs, the President appeared on five different public affairs shows yesterday, and tonight he appears on David Letterman.

Of course all of this aligns with his goal of selling comprehensive health insurance reform.

The question of overexposure has to do with a struggle of the Mainstream Media to understand their own roles in an era of sea change in media and communications.  No longer is MSM the interpreter of developments for us - - at least in this case.

President Obama is using the MSM as an advertising media, speaking directly to the citizenry.  Not once, not twice … But clearly as he delivers consistent messages that are successively relayed on these networks and by other media who cover the President’s every major action.

So how many times do you have to repeat the message to get people to buy? At least three, but maybe seven, 17  if you are on line and, well, maybe up to 20 times.  These stats are well explained by Aussie blogger Bryan Ong in “A Marketing Blog by Marketing Journal” in a great 2006 post and another in 2007

My take?  What’s in play is an PR campaign driving frequency for the President’s main points.  He doesn’t need to buy air time.  But the message is direct from the country’s CEO to his electorate  ( who in turn can place extraordinary pressure on the directors, that is to say Congress)

What’s the message for those of us in the ” real world” of tight budgets, scarce resources and limited time?  The answer is more than the enduring value of frequency itself.  Even more  significant in the President’s campaign is an underlying two-step strategy. Get the out in your voice, accurately.  Then let it go viral.

To take the message public, perhaps you and I cannot command time on Sunday public affairs programs.   But you and I can publish on the Web in our own voice and with accuracy.  And we can take it viral.  I’ll post more on the Web opportunities in a future blog.

 Image from The New York Times, Sept. 21, 2009

Are Tactics Wagging your Marketing?

Thursday, September 17th, 2009 by John Mallen

I like how this article in yesterday’s Fast Company draws attention to the importance of the corporate brand ( where the corporate brand is needed) and reminds us that strategy not glitzy tactics should be guiding the marketing.  Tactics are great, but need to be marshalled toward an end.

” … With the growth of the Internet and social technology tools, personal branding activity and opportunities have exploded. On the other hand, in some ways, the arc of Web 1.0 to 2.0+ (not to mention this current economy) has seduced many marketers into being focused on tactics at the expense of strategy including branding. Hot media tactics often substitute for the “strategy.”

Thanks to Kevin Randall, Director of Brand Strategy & Research at  Movéo Integrated Branding for these words.  The remainder of the article is also a great primer on the  important elements of a brand.