Marobella's Branding SoapBox

Live Blogging: Ad:Tech Chicago - Client Bashing

There is a saying in poker that goes "If you can't identify the mark at the table, you are that mark." 

That saying kept going through my head as the morning sessions for Ad:Tech/Chicago wore on. After two keynotes and two breakout sessions, I kept wincing every time someone bashed the 'client' for not understanding how social and digital marketing planning should proceed. Then, after seeing the agency or service-side people argue on panels or contradict each other on the proper way to plan, I can't help but thinking "no wonder why clients are so apprehensive and anxious about this burgeoning category!" We can't get our shit together as marketers and agree on some standards at it relates to platforms, metrics and more.

We're arguing amongst ourselves and we're using numbers to contradict our cases. In one session, we hear about how TV is still the kingpin and will be for the next 5-years, on how digital will still only account for 20% of the dollars in 2014. In the next session, the numbers tell a very different story about how social and digital are the most important mediums at key points in the decision-cycle. We are using numbers to serve our own purposes. If I were a client (and who knows, I could go to the other side, someday) I'd be horrified at the discombobulation we are showing. 

My unscientific observation is that 30-35% of the attendees are client-side, both local and larger-brands with offices in Chicago. Most probably hosted by their agencies, media or otherwise. It seems that the people that are speaking (that I've seen anyway) keep mentioning that clients just don't get it - sometimes they come at it directly, sometimes they are more subtle. 

Is the mark the client or the agency in this case? I argue we are the marks. The agencies and all of the service providers that surround us are the marks. Because, for the most part we aren't even looking around the table to see who the mark is. This is a wake up call to all of us agency-folk, leaders or otherwise. We are our own worst enemies. We are spewing buzzwords, cliches, empty case studies where the 'idea is king' and still haven't answered the key questions that the CEO's that rose to to top are still asking us. 

The clients are sitting back and watching us beat each other up and selectively choosing which ones of us to work with on their 'experimental' campaigns and/or budgets. Let's get it together, people. Let's all agree that TV is still important (even if you don't do it) and that the other mediums are critical, as well. We get paid to tell our clients how to spend their dollars to make the most impact against their core targets. 

Okay, off the soapbox. 

Free Promotion For LoJack

This week, I learned the hard way. My nearly-new MacBook Pro 17" was stolen along with the rest of the items in my backpack from the trunk of my car. The irony is that I always put it in my trunk so that it can't be spotted from the street or anywhere else. I had a client in town and my car was covered with salt, dirt and other stuff from a Chicago-winter, so I went to one of the "nicest" car washes in Chicago, Gold Coast Car Wash, and had my car washed inside and out. I took my eye off of my car for a few minutes to read the paper while I waited and that was enough time. Once I got back to the office, I opened my trunk to get the pack and it was gone. Uh oh, my stomach sank. I thought long and hard about where it could be. Did I leave it at home? Did I forget to put it in my trunk? The only explanation was that it was clipped from my trunk when they were drying the inside of my bumper. I found out later that my iPhone charger and a pair of sunglasses were also stolen. Well, that's enough of me whining.

The moral of the story is this: If I had known about LoJack For Laptops I would have had it. In fact, marketing that service to IT directors in companies like Wirestone should be a boondoggle for LoJack. It is short money for an insurance policy that at least gives you some options. All I've been able to do is go back to the car wash and listen to some bullshit from the manager. We've also called pawn shops etc. But, if we had LoJack For Laptops, we could nail the culprit red handed and I would have my precious information back. 

LoJack, if you're reading this, call me.

Bring Back The Yugo

So much attention has been given to the meltdown of the mortgage market over the past year or so that 2 other credit markets not far behind, have been little talked about.

The first is the credit card market where people have been racking up debt that they can't afford and now the credit card companies are moving interest rates up and lowering your minimums without warning, sometimes under what you actually owe. And the 3rd market that about to fall apart is the auto market. People are having a harder and harder time getting loans and leases to buy a car. People with good jobs and good credit, even.

I mean, who actually pays cash for a car in full? Not many. So, with people not able to get a loan or lease and the credit crunch, people are going to be forced to pay cash for a car.
If public transportation isn't an option, then a car is a necessity. I predict the rise of the $5k used car market. Cars that are in the $5k range will be flying off the used car  lots. If people can't finance and most average Americans don't have a great deal of savings, they can scrape together $5k to buy a car. The risk is that it will require thousands of dollars of work in the subsequent years because it is most likely an older car with high mileage.

From The "Are You Kidding Me? Department"

There have been many natural disasters over the past few years, some on our soil and some in other countries. Countless lives have been lost, families torn apart and history changed forever. After reading this quote in the Wall Street Journal from people in Greenwich, CT, I am sick to my stomach that the current economic meltdown could be related to events that took so many lives.

A deeper analysis was offered by local Democrat Ned Lamont, who in one fell swoop compared Greenwich’s money woes to the Japan malaise, Asian tsunami and the New Orleans flood.

“It really is a financial tsunami, and it could go either way,” said the multimillionaire telecommunications mogul who ran for the U.S. Senate in 2006. “It took Japan 20 years to recover from their buying binge. How long does it take us to work through excessive leverage? That could take years not months. This is our Katrina.”

You be the judge.

Don't Ever Use Best Buy's Geek Squad.

Update July 7th: Well, Best Buy came through on their word and fixed my TV today. I am super-impressed and happy that they lived up and made good. It still seems there is a disconnect from Best Buy corporate and their people in the field, but good help is hard to find, that's for sure. The funny thing is that I write this email my neck is killing me (no kidding).

Update June 27th: Believe it or not, someone from Best Buy corporate read my Blog post and reached out to me today. He told me that he was looking into my concern and would be getting back to me. I am highly impressed that Best Buy is monitoring the buzz and even has cut through the red tape to tap me on the shoulder to make it right. I will update this space with the results.

From the "Are you kidding me?" department, comes a tale of frustration and strained necks.

I recently bought a flat panel from Best Buy the morning my old TV was fried by lightening. I wanted to have the TV mounted in my Rec Room where my children play so that they wouldn't be able to touch or break the TV. So, Best Buy gave me a good deal on the Geek Squad installation services. Well, you get what you pay for.

First, the 800# experience is by far the worst experience I have ever had. Far worse than getting transferred to India by Dell. It sounds like you are getting transferred all over the Country. You enter your phone number for "better service" and at every transfer you have re-give you information. Come on. So, I had to call them to schedule the appointment. This took 35 minutes. Then, once the they came to my house, they neglected to call in advance since they gave a 4-hour window. Therefore, I had to leave for work and my wife was at home. Once they got to my house, I talked to them on the phone and instructed them where to put the TV on the wall. Long story short, these idiots put the TV 3 inches from my ceiling at about a 60degree viewing angle from my couch. Unreal. It isn't even pleasurable to watch the cool, new TV I  bought.

When I got home eager to see the new TV and watch the Red Sox game in HDTV, I almost passed out. I couldn't believe these knuckleheads put the TV that high up on the wall. My first thought, was shit I knew I should have called a 3rd party to install and never trust a Geek to do anything except load software on  my computer. And then, I dreaded calling the 800# again. Well, another 45-minutes on the phone in customer service hell I re-scheduled to fix the TV.

They came to the house and proceeded to tell me that I would have to pay for them to remove the TV and re-place on the wall. What? You should be paying me for all the time I've wasted dealing with you people and the fact that my neck hurts now from watching the TV at that angle. You messed up, not me. I'm beyond pissed.

This is a perfect example of a brand that has done some things right with creating a great brand identity and then it falls down on execution. The customer service # and quality of service and satisfaction guaranteed should be part of their brand. Not just cool cars, pocket protectors and bullshit lip service.

So, I find myself using my public platform to steer people away from Geek Squad and maybe even Best Buy.

Gas Prices Are An Outrage.

This little blog will probably not do much to influence the price gouging from the oil companies, OPEC, the Federal Government, The Nigerians or whomever is responsible for the high gas prices. With all the finger pointing going on, it is hard to tell who is truly responsible. The oil companies blame the Government for not letting them drill off the Pacific coast and up into Alaska, the Government blames faceless foreign countries, the station owners shrug their shoulders and we get screwed.

It is also sad that it took me until $4.00 a gallon to truly get mad. And, I am going to do something about it. Living just west of Chicago, I have public transportation available to me. I am not much of a public transportation guy, but this has got to change. Other people in other Wirestone offices are doing much more than I can dream of doing. In our Boise office, we have started the Milestone Project that challenges people in our company to reduce their carbon footprint by riding their bike. Pretty cool. I am going to start smaller than that and try to take the train 2 or 3 times a week and go from there. Next year, both of our cars leases end and we are going to make significant changes to what we drive. With 2-kids, a step-teen and a dog we need something with some size and space. Hopefully we can get something good on gas and the environment along with space for everyone.

Another observation: Traffic seems worse than ever. More people seem to be on the road than ever before. Why? I thought we were paring back on gas and auto travel. It seems that people aren't mad enough yet. What will it take? $5.00? or $8.00 like in the UK? If we just stopped using gas, the prices will come down it is as simple as that. Guns and Butter, people.

Well, I'm mad as hell and I'm not going to take it anymore.   

How To Deal With New Yorkers.

This is a story about a City that has worked so hard to re-position their brand, but just can't seem to bring along one important piece of the equation - the people.

This past week I had the chance to spend some much needed time in the Big Apple. What was once home to me, ever so briefly, it has always had a special place in my heart. It had been a little while since I'd been there, so with the weather beautiful, the Red Sox and the Pope in town - it was juuust right.

I walked the streets and breathed in the energy, intelligence and buzz happening all around me. I had experienced the new credit card payment systems in taxi's, the gridlock seemed less because of the new traffic rules in mid-town, had a chance to see a good friend do stand-up at the New York Comedy club and had some great fare.

All was right with the world until I had to go back to LaGuardia to fly home. The energy of NY quickly turned violent and evil. It's like crossing into that area of town where you can just feel the negative energy. Well, that is LaGuardia - most especially when the weather is a little sour and they are about to close the air space so the Pope can land at JFK.

Well, when we finally boarded the United flight to Chicago, I took my seat in Economy Plus along with the other Premier Executives that couldn't get an upgrade. There were many foreign travelers on the flight it seemed and they were forcing the boarding process to be a little slower than normal.

After about 2/3's of the plane had boarded the gentleman I am about to speak of, boards the plane. He was a relatively non-descript man in his late 50s/early 60's wearing a nice suit with no tie. He was wearing glasses and was slightly balding with grey hair. He made his way about 2 rows on the opposite ahead of my seat. There was a Chinese female tourist sitting in his seat, I presume by mistake. He sees her and says with a strong NY accent - "YOU. OUT!" while using a hand gesture that motioned her out of the seat. His tone was rude and in full-out bully mode. She seemed confused, checked her boarding pass and left. Seeing this, I felt my blood pressure rise. But, with all the work me and Eckhart Tolle have been doing lately I decided to not let my ego get the best of me. I wish that was the end of the story. He kept barking at her as she exited the row and went to find her seat. He was saying things like "Nice try, stealing my seat." "I can see you wanted a better seat." So, finally I had to say something to him.

"You know, you could have asked her nicely and I bet she would have gotten up." I said.

"What did you say?" As he took two steps closer to me in my seat.

"I said, you don't have to be rude."

"Who do you think you are?" He said.

"I am the guy that is telling you that you don't have to be a dick." I said back in a sterner tone.

I said, "Only In New York."

"That's right only in New York." He said in a wise-ass tone.

"You seem proud of that, that's too bad." I said back.

After that he backed off and sat down into his seat. And from that moment on didn't say a word to anyone or even peeked back at me as he was getting off the plane.  I had to call the guy out for being a dick.  Would have I called him out if he was a 6'5" linebacker? Probably not. But I suspect a guy like that wouldn't have been rude to a lost tourist. This is what's wrong with New York. No matter how hard the city works to create a better experience with a cleaner City, better amenities and tourist-friendly programs - until New Yorkers start practicing some cooth and tact, people will always think of New York and New Yorkers as bullshit, rude and bullies. Too bad, because I love that City. So, the next time a New Yorker is rude to you, call him/her on it - they aren't used to it.

What Would Eckhart Tolle say about iPhones, Twitter & BlackBerry's?

I have finally figured out what has been bothering me about my lovely new iPhone and my recent foray into Twitterland. My wife has been reading Eckhart Tolle's book A New Earth and watching Oprah's new webcast featuring Mr. Tolle every Monday night. One of the premises in the book is about being totally present in the moment and finding stillness in your mind. It is where creativity comes from.  Jon Steele also writes about crushing your BlackBerry in his book The Perfect Pitch because it sucks your attention and doesnt allow you to be present in the moment of thinking and creativity.

About 9 months ago, I decided to move away from BlackBerry Pearl and go to a more standard RAZR2. Admittedly, it was liberating that I wasn't checking email every 5 minutes or looking at my phone while my daughter was tugging at my shirt or wanting me to watch her new dance moves. I think I was more present in the moments of my daily life. I'm told there was an office pool on how long it would take me to go back to a productivity phone. Well, it took me 9-months to succumb to the shiny new 16gb iPhone. Man, do I love this thing.

Layer on top of the coolness of this phone with the fact I am trying to participate in the conversation happening on places like Twitter, Facebook, LinkedIn and other places - it is now sucking the NOW from my life. I find myself checking, checking, checking my numerous email accounts, writing Tweets and editing my status on Facebook. It takes great discipline to not check the thing every 2-seconds. Trying to keep up has me wondering how some of the people on Twitter and other places maintain their work lives and their famiy lives while fueling the conversation. It is admirable, indeed.

So, while we are working hard to fuel dialogue and expand our circles of influence in our virtual world, I fear we might be missing the most important moments that are right in front of us due to these new devices and applications. Let's not forget to turn our devices off and spend focused time with our friends, families and children. Or, more importantly, lets not forget to sharpen our saws and take time for ourselves.

Sears Needed A Hard Hitting Campaign. They Swung and Missed.

I'm pretty hard on Sears. They say you're hardest on the ones you love. I've had a place in my heart for Sears since I was a rug rat running aroung in my green Toughskins. And, through the years I've had the good fortune to try and put my mark on the Sears' brand having worked on the account for a few years when I moved to Chicago. When they hired Richard Gerstein, I had high-hopes that the brand would realize they would need to do more than run 50M circulars every Sunday to connect with consumers. I would cheer the brand on to connect with the latent Sears-lover in me and the millions of other Generation X'ers out there that now have disposable income and families on which to spend our money.

The latest effort from Sears does not make it in my eyes. The Reimagine You campaign that recently launched (while at the same time The Sears Book campaign is still running) is soft. It asks me to do something that I can't imagine me or many others doing - admit that there is something wrong with me or my life and to reimagine it. I think a better campaign would have been, Reimagine Us. Come back, take another look - we're the same Sears you remember and more. The Sears Book idea started to go there and I quite liked it. In fact, they turned the preprint they spend a few hundred million dollars on each year and turned it into a utilitarian tool rather than birdcage liner.

I think this might have been their last shot. With the economy in the tank and consumers starting to focus their purchases on a few, trusted stores - I think Sears is going to get cut off the shopping trip list.

This really bums me out. Maybe the store will take the lone shape of Sears.com, which is an awesome site with great features and the portal to all the great brands for which we love Sears. Or, it is time to change the name, gasp! Hey, with all the money they are spending on soft marketing campaigns - START OVER.

Omaha Stalkers

This past Christmas, I thought I would be a good son and buy my pops a nice cadre of tasty steaks from Omaha Steaks. He has since told me that he enjoyed them immensely. While he may have possibly had a case of heartburn or maybe even added a few extra calories from eating steaks - I have the hangover of a stalker on my hands.

My home phone rings no less than 5x per day with the nice folks in Omaha, India trying to tell me steaks. I have told them not to call anymore that I have had my fill of the Omaha Stalkers and would appreciate them not calling my home anymore. Nope, it seems they really have some steaks to sell so they continue to ring my home at all hours, usually right before dinner when, I guess, I am hungriest and would be most inclined to have defenses low and succumb to their waterboarding tactics over the phone.
Please stop calling me. Uncle. Uncle. Uncle. There I said it.