Alberta Business Marketing

It's been said that one should never discuss sex, religion and/or politics. Be forewarned this post deals with at least one of those points.

Recently TLC network launched a show called All-American Muslim to showcase average American Muslims who live in the community of Dearborn, Michigan. Kind of like the US version of our Little Mosque on the Prairie in Canada but more of 'reality' version.

Well sure enough one 'group' called the Florida Family Association (FFA) protested that Lowe's Home Improvement was advertising during this show and demanded that Lowe's remove all advertising. Surprisingly, Lowe's obliged the FFA and pulled all advertising while All-American Muslim was broadcasting on TLC.

Subsequently, all hell broke loose and Lowe's is in a very difficult situation. On one side you have people applauding and supporting Lowe's decision to pull the advertising. On the other side people who have been loyal customers are very disappointed in Lowe's decision. This one opinion piece from Time illustrates that the criticism of Lowe's actions has been fierce.

So Lowe's tried to calm things by directing people to this statement posted on their Facebook page earlier this week.

"Lowe’s has received a significant amount of communication on this program, from every perspective possible. Individuals and groups have strong political and societal views on this topic, and this program became a lighting rod for many of those views. As a result we did pull our advertising on this program. We believe it is best to respectfully defer to communities, individuals and groups to discuss and consider such issues of importance. We strongly support and respect the right of our customers, the community at large, and our employees to have different views. If we have made anyone question that commitment, we apologize. Thank you for allowing us to further explain our position."

That should have been the end of the issue, right? Not quite. The aforementioned post on Lowe's Facebook wall generated over +3600 Likes and +18,000 comments many of which were very nasty. I don't have a problem with people taking opposing viewpoints on an issue as that is a hallmark of democracy and freedom of speech. I do have a problem with the disappearance of civilized discourse and debate.

And now the toothpaste is out of the tube and we need cleanup in all aisles. Lowe's is going into the critical holiday period as a retailer and many customers are now calling for a boycott of their business, returning purchases and/or cancelling their accounts. Many customers who are Muslim are in that key target market that home improvement retailer like Lowe's covets.

But the outrage isn't only limited to Muslim customers as Christians, Jews and even Atheists are condemning Lowe's for their actions. You really have to feel for Lowe's being in such an untenable position.

And what kind of online public relations nightmare would it be without user-generated content? A parody Lowe's Global PR Twitter account was created and a Republican Congressman from California started following it believing it was a real Lowe's Twitter account, tweeting them he supported Lowe's actions.

The actor Kal Penn of Harold & Kumar fame tweeted this 'video' (caution on language) of his parents having a meeting with Lowe's executives to his +100k followers on Twitter. He then asked his followers to sign an online petition demanding that other brands advertising on TLC do not follow the example of Lowe's.

So far the online petition has over 21k signatures but other brands like Green Mountain Coffee have taken notice and made it clear that they disavowed the actions of FFA. Russell Simmons has stepped up and bought all of the advertising slots on TLC during the show that were vacated.

It doesn't stop there either. Lowe's has now been threatened by the hacker group Anonymous which has has already gone after the FFA website and said Lowe's is next.

Some media pundits have suggested that Lowe's shouldn't have advertised with such a potentially 'controversial' television show in the first place. Lowe's should have shown better judgement while conducting their media buy. But 'controversial' by whose standards? So could the hit television-show 'Modern Family' being targeted and having its advertising pulled because it features a gay couple? It's a slippery slope for marketers fraught with danger.

Having said all that, my view is that any company (including Lowe's) has the right to advertise where and how they see fit. Just as I have the right to shop where I see fit and to share my thoughts with other consumers. I'll also state that I've been a long-time Lowe's customer as they have offered terrific service over the years.

One friend of mine wonders if Lowe's reaction to pull the advertising was honest or out of fear of losing customers who supported the FFA. Perhaps they gambled thinking that caving into the demands of one group wouldn't have mattered. Ultimately no one is a winner in this situation except for TLC who might get better ratings/awareness.

But the bigger issue for marketers and brands is this - if this can happen to Lowe's could it happen to you? Are you or your agency prepared for this kind of situation? Do you have contingency/engagement/crisis plans in place? If so, are they good enough? If you make decisions, is digital and social media considered as it relates to them? Can you be held hostage to the agenda of a specific interest group? If you were Lowe's what would you have done differently to avoid being caught in the midst of a public relations firestorm? If you make a decision are you prepared to stand by it and not backtrack even when it impacts your reputation/bottom line?

There are no 'all-in-one' answers like some tool found in aisle 12 but the aforementioned are just a few of the questions we must ask ourselves as individuals and leaders of brands and organizations. I can already see Lowe's as a case study that students in business schools will analyze for years to come.

Lowe's tagline is 'Never stop improving' perhaps we should all pause and take heed of those words.

Sulemaan Ahmed
Twitter @sulemaan

Tags: social media, Strategy, Viral
Posted in Advertising | | Comments Off

It's been said that one should never discuss sex, religion and/or politics. Be forewarned this post deals with at least one of those points.

Recently TLC network launched a show called All-American Muslim to showcase average American Muslims who live in the community of Dearborn, Michigan. Similar to a US version of Little Mosque on the Prairie in Canada but more of 'reality' version.

One 'group' called the Florida Family Association (FFA) protested that Lowe's Home Improvement was advertising during this show and demanded that Lowe's remove all advertising. Surprisingly, Lowe's obliged the FFA and pulled all advertising while All-American Muslim was broadcasting on TLC.

Subsequently, all hell broke loose and Lowe's is in a very difficult situation. On one side you have people applauding and supporting Lowe's decision to pull the advertising. On the other side people who have been loyal customers are very disappointed in Lowe's decision. Time is one of many media outlets critical of Lowe's actions.

So Lowe's tried to calm things by directing people to this statement posted on their Facebook page earlier this week.

"Lowe’s has received a significant amount of communication on this program, from every perspective possible. Individuals and groups have strong political and societal views on this topic, and this program became a lighting rod for many of those views. As a result we did pull our advertising on this program. We believe it is best to respectfully defer to communities, individuals and groups to discuss and consider such issues of importance. We strongly support and respect the right of our customers, the community at large, and our employees to have different views. If we have made anyone question that commitment, we apologize. Thank you for allowing us to further explain our position."

That should have been the end of the issue, right? Not quite. The aforementioned post on Lowe's Facebook wall generated over +3600 Likes and +18,000 comments of which many of which, were very nasty. I don't have a problem with people taking opposing viewpoints on an issue as that is a hallmark of democracy and freedom of speech. I do have a problem with the disappearance of civilized discourse and debate.

It appears the toothpaste is out of the tube and cleanup is needed in a few aisles. Lowe's is going into the critical holiday period as a retailer and many customers are now calling for a boycott of their business, returning purchases and/or cancelling their accounts. Many customers who are Muslim are in that key target market that home improvement retailer like Lowe's covets.

The outrage isn't only limited to Muslim customers as Christians, Jews and even Atheists are condemning Lowe's for their actions. You really have to feel for Lowe's being in such an untenable position.

Furthermore, what kind of online public relations nightmare would it be without user-generated content? A parody Lowe's Global PR Twitter account was created and a Republican Congressman from California started following it believing it was a real Lowe's Twitter account, tweeting them he supported Lowe's actions.

The actor Kal Penn of Harold & Kumar fame tweeted this 'video' (caution on language) of his parents having a meeting with Lowe's executives to his +100k followers on Twitter. He then asked his followers to sign an online petition demanding that other brands advertising on TLC do not follow the example of Lowe's.

So far the online petition has over 21k signatures but other brands like Green Mountain Coffee have taken notice and made it clear that they disavowed the actions of FFA. Russell Simmons has stepped up and bought all of the advertising slots on TLC during the show that were vacated.

It doesn't stop there either. Lowe's has now been threatened by the hacker group Anonymous which has has already gone after the FFA website and said Lowe's is next.

Some media pundits have suggested that Lowe's shouldn't have advertised with such a potentially 'controversial' television show in the first place. Lowe's should have shown better judgement while conducting their media buy. But 'controversial' by whose standards? So could the hit television-show 'Modern Family' be at risk and have its advertising pulled because it features a gay couple? It's a slippery slope for marketers fraught with danger.

Having said all that, my view is that any company (including Lowe's) has the right to advertise where and how they see fit. Just as I have the right to shop where I see fit and to share my thoughts with other consumers. I'll also state that I've been a long-time Lowe's customer as they have offered terrific service over the years.

One friend of mine wonders if Lowe's reaction to pull the advertising was honest or out of fear of losing customers who supported the FFA. Perhaps they gambled thinking that caving into the demands of one group wouldn't have mattered. Ultimately no one is a winner in this situation except for TLC who might get better ratings/awareness.

But the bigger issue for marketers and brands is this - if this can happen to Lowe's could it happen to you? Are you or your agency prepared for this kind of situation? Do you have contingency/engagement/crisis plans in place? If so, are they good enough? If you make decisions, is digital and social media considered as it relates to them? Can you be held hostage to the agenda of a specific interest group? If you were Lowe's what would you have done differently to avoid being caught in the midst of a public relations firestorm? If you make a decision are you prepared to stand by it and not backtrack even when it impacts your reputation/bottom line?

There are no 'all-in-one' answers like some tool found in aisle 12 but the aforementioned are just a few of the questions we must ask ourselves as individuals and leaders of brands and organizations. I can already see Lowe's as a case study that students in business schools will analyze for years to come.

Lowe's tagline is 'Never stop improving' perhaps we should all pause and take heed of those words.

Sulemaan Ahmed
Twitter @sulemaan

Tags: social media, Strategy, Viral
Posted in Advertising | | Comments Off

Video is now easy to add to any marketing campaign.

The most common learning style is visual. And most people prefer video to any other media. It requires less thought and can be done "lazily". As a marketer, it makes sense to cater to the audience.

Video is increasingly placing well in Google search results.

There was a time when creating a video meant thousands of dollars of equipment to shoot and thousands more to edit. Now video equipment is "included" free on such things as a Blackberry, iPhone and a normal cell phone. And editing software is pervasive and easy to use.

One side effect of cheap video cost is it can often be bad video. Just because anyone can do it, does not mean anyone should do it. As marketers we know we need quality.

The goal in video production is acceptably good. The cost to get perfect near TV quality video can be much more than acceptably good but the difference for the audience is small. Many people will watch your video on a small screen (perhaps even a device like a Blackberry). The smaller the screen and lower the resolution, the more forgiving the user will be to the quality. Blow it up to theatre size and imperfections are blatant.

8 Tips that can make video marketing easier:

1 - Spend a bit on a real video camera. A few hundred dollars does the trick. Buy a tripod as well. It is impossible to hold a camera still without one.

2 - Shorter is better. Most people will not even click on a video that says 10 minutes. Optimal length in our time starved, ADD society is 2 minutes. Of course this has the advantage to you. It takes less time to produce a short video.

3 - There is a reason why professionals use expensive lights. Video that is well lit looks better. It can be as simple as turning on all the lights to using cheap construction lights.

4 - Plan the story line. No video will be watched if the story line is poor. Video copy is like any other copy. Make it punchy, active, funny, and interesting to keep people's attention. Remember people always have their finger on their mouse waiting to click off your video. Videos that "go viral" always have a great story. The quality of the story beats the quality of the video any day.

5 - Consider adding music. Music adds to the interest and can add to the flow. Think of most TV and news shows. They all have intro/exit music.

6 - Consider doing a music video. I liked the one Organic Meadow produced. I do not know their production equipment or cost but the outcome was great.

7 - Promote your video in your other marketing. Producing the video is easy. But distribution is key. So cross reference it in your blogs, twitter, print, radio, business cards, signage, email it etc. It is the old story - distribution of marketing is key.

8 - Consider doing educational videos. American Health Journal does a great job of medical videos for example. By naming videos by the educational topic like "back pain", they will get good natural search traffic when people search for that term.

Video is easy and economical and deserves to be a part of any marketing program.

Jim Estill

Tags: Digital, Strategy, Viral
Posted in Uncategorized | | Comments Off

Podcasts: The Secrets You Need to Know

While Twitter, Facebook and YouTube grab the headlines, businesses from across Canada are now tapping into one technology that has gone virtually unnoticed by the mainstream: podcasts. But, shrewd marketers are moving quickly to tap into this cost-effective form of social media.

A Podcast Primer

Podcasts are audio or video files that are made available for download online. Subscribers receive regular updates automatically. Unlike television or radio broadcasts, which are constrained by specific airing schedules, subscribers can listen to podcasts at any time, in any location and on any device that plays sound files. Podcasts are listened to during commutes, in the gym, during leisure times, during business meetings and in book-group like settings. That flexibility and portability translates into numbers that are grabbing the attention of marketers.

Podcast "Killer Stat"

According to international research companies, soon over 20% of all Internet users will be regularly listening to podcasts.

In fact, Edelman, one of Canada’s largest public relations firms, is leveraging podcasts to help their national brand name clients be heard. Managing Director, Sylvain Perron at Edelman Digital Canada comments, “Podcasts offer the opportunity for brands to engage with a highly targeted audience in a very dynamic way and build real value around what matters to their audience.”

Podcasts and Purchase Behaviour: Two More Killer Stats

For leaders of national brands across industries, the true power of podcasts is the undeniable impact they have on purchase behaviours. The Association for Downloadable Media just announced findings from independent research that 90% of listeners had taken some kind of action as a result of podcast advertising or sponsorship. Furthermore, 40% reported actually purchasing products or services as a result of listening to podcasts. This finding is truly a wake-up call to everyone in charge of marketing or advertising dollars.

These results also explain why podcast advertising spending is on track to reach over $435 million within two years.

How to Get Your Podcast Right

While businesses are quickly hopping onto the podcast bandwagon, there are a handful of secrets that will help ensure your success. First, successful podcasts provide unique and powerful content, so the more relevant the content, the better. Second, research shows that podcast listeners build a strong bond of trust with podcast hosts. As a result, businesses need to leverage this loyal relationship. Third, podcasts are, in part, successful because they deliver content according to the listeners’ timetable rather than a broadcaster’s timetable. As a result, podcast content needs to have a long shelf-life in addition to being informative and entertaining.

Podcasts are valuable business tools that are here to stay. In today’s competitive environment, marketers that learn how to use podcasts to establish and strengthen their relationships with their customers, prospects and employees have a decided business advantage.

Andrew Brown

Tags: Branding, Customer Experience, Digital, social media, Strategy, technology, This and That, Viral
Posted in B2B | | Comments Off

So unless you have been completely off the grid (which is possible) you have probably seen the Old Spice advertising campaign. Yes, the cheeky one which features former NFL football player Isaiah Mustafa playing the role of "Old Spice Guy."

A conservative guess is that Procter & Gamble (owners of the Old Spice brand) spent tens upon tens of millions of dollars on a massive advertising campaign according to an agency side friend of mine. The campaign was a recipient of the 2010 Cannes Lions Film Grand Prix and received an Emmy nomination for outstanding commercial. Yes, this is the very same brand that I previously associated with my beloved grandfather.

If that wasn't enough this campaign was then taken to the next level. What was done exactly? The agency responsible for Old Spice (Wieden & Kennedy) launched a terrific social media campaign that built on the previous campaign momentum.

For a limited time period, fans could interact with Old Spice guy via Twitter, Facebook and/or YouTube and ask questions. The Old Spice Guy then replied in personal manner to those blessed enough via a 30 second YouTube spot. The social media campaign is brilliant from a creative perspective and didn’t cost a lot (compared to prior media expenses) to engage with fans besides the cost of employing the actor, writers who scripted the responses, production expenses and other ancillary costs.

Here is an example of one answer by the Old Spice Guy to a question posed by the Chicago Blackhawks hockey team via Twitter.

You may not like hockey. You may not like Old Spice. But you must admit this is a brilliant concept. An agency team responded to roughly 200 questions in a personalized manner within a 48 hour timeframe. We’re talking real-time answers that were hilarious, in character and in keeping with the desired brand positioning and creative goals. As Leigh Himel points out, it would be pretty cool to see what the agency creative brief looked like. Especially when having to sell a typically conservative organization like P&G.

From personalized answers to celebrities to marriage proposals the whole gamut was covered. The agency also wisely leveraged momentum built up by previous mass media advertising and media coverage that created the persona of Old Spice Guy. They also did little things like leverage the promoted trending topic on Twitter. I don't suspect it cost that much and the agency probably didn't have to do it as the campaign became an organic trending topic all on its own but it's still a good type of marketing insurance to have.

There has been some debate as to whether this social media campaign was successful. The digital results according to P&G speak for themselves. Nearly 105 Million YouTube views, 1.2 Billion media impressions, 2700% increase in Twitter followers, 800% increase in Facebook fan interaction, 300% increase in traffic to the Old Spice website. Not to mention the countless sharing, promotion and mashups created by fans. In my view you have clearly hit a nerve when consumers start creating their own derivations of a commercial. (*Warning about the language contained in the aforementioned link as typically happens lately when Mel Gibson is involved.)

My friend Tamera is firmly of the belief that this social media campaign was a success. Other detractors take the view that digital metrics are window-dressing and the creative was very juvenile. Everyone has an opinion and rightly so.

So it really all comes down to sales, right? Show me the money! That's what P&G shareholders and executives ultimately care about. According to Neilsen, sales of Old Spice Body Wash rose significantly since they launched the campaign. Kind of tough to argue with those numbers even if they are projections. Ultimately the folks at P&G will know the truth.

But I think there are bigger questions in all this. For the agency folks, is your shop capable of pumping out this kind of quality content in a very short time frame for a digital campaign? We’re not talking about days or weeks but minutes and hours to engage with potential customers. We’re talking about your creative directors & content writers working closely with the social media marketers, talent and production team in a truly integrated manner. Do you have the creative juices that leverage previous marketing efforts and support them? Do you truly understand the philosophy of engagement and conversation with customers? Because that is exactly why the Old Spice social media campaign was successful.

And those of us on the client side need to face the music also. As Dave Stubbs aptly notes in a terrific post, P&G put a lot of trust in their agency to pull this off. To react with the speed required means there wasn’t time for 4 different layers of approvals. There wasn't time for a full financial audit about costs on a line by line basis. There wasn't time for every pixel and prop to be mercilessly scrutinized by the brand police. So here is the rub. Can you do that in your company? Do you empower your agency to make bold decisions without fear? Have you built up enough trust with agency partner(s) where you are willing to put your neck on the line when executives start asking pointed questions in the boardroom?

Those are the spicy questions we must all (including myself) ask ourselves. And no amount of Old Spice will cover that up.

Sulemaan Ahmed

Tags: Digital, social media, Viral
Posted in Advertising | | Comments Off