Trust and the Marketer

Consumers have always suspected marketers. Of something.

But this “something” has always been elusive. Hard to pin down.

In the back of the mind of most consumers, there is a small voice – a remnant of our evolutionary instinct – that warns us of a potential risk, a trap. The limbic system is part of our pre-verbal brain that we commonly refer to as “gut instinct”. And because it works without language, we are often challenged to put these feelings into words. As a result, we are left with a sense of mistrust. Something vague. Indiscernible.

But the limbic brain is also the space of creativity. It is the place of imagination and symbolism. And it is the essential playground of the marketer.

Each day, as consumers are bombarded with 3000+ messages, it is the limbic brain that acts as a first level of defence. Most droll pieces of advertising or communication are discarded – with only the most creative and most relevant breaking through.

These days, marketers have to work even harder to cut through the noise and confusion. It’s not just about creativity. It’s also about psychology, human behaviour (change) and analytics. We need to cover all four.

Over the last few years, Australian TV show, Gruen Planet, has peeled back the layers of the mysterious advertising onion. It has laid bare the role of planning and strategy, creative, copy, image and production. Blogs like Adam Ferrier’s Consumer Psychologist provide insight and analysis into what people buy and why they do so.

Infographics like the one below, provide a neat way of understanding some of the techniques used in advertising – but my limbic brain also tells me that we need a different approach now. Sure these approaches will continue to work – but we need to go further. We need to build a different kind of marketing – one that does not set off the limbic alarm bells. We need to address the deficit of trust experienced by consumers.

What if we could create marketing with a purpose (not marketing with a cause). Imagine what that would mean for our customers. Imagine what it would mean for our employees.

And imagine what it would mean for the marketing industry.

Sound dangerous? Don’t worry, it’s just your limbic system acting up.

SneakyAdvertising

Vera For BBH – How to Get a Job in Advertising

For the most part, CVs are dreary to write and worse to read. They are uninspiring, linear and don’t lend themselves to the kind of storytelling and experience that capture our passions, skills or abilities. So when I hear of an interesting approach or idea to snaring a job, I love to lend support.

In late 2010, Katherine Liew from Adelaide won an internship with Standard Chartered Bank in Singapore – out innovating thousands of others to become the “world’s coolest intern”.

And when Simon Kemp shared a link to the Vera for BBH campaign, I had to learn more.

Vera4BBH2 Now we all know how hard it can be to land a gig in any agency – but BBH is one that is known for quality work. It attracts the best and brightest. So Vera set her plan in motion – a Facebook page, Twitter account, a slew of content, some seeding and some outreach. Her plan, obviously, was to start a revolution – a pink sheep revolution. As she says on her Facebook page:

Dear BBH,
I have seriously considered jumping through various hoops like a circus animal to get your attention – like the rest of the black sheep wannabes.
For three days, I have tried to think of ideas that will impress you and I have lost much sleep trying to fit in with all your black sheep. Somehow, that didn’t sit right with me. I was looking to fit in and be awesome? It sounded like secondary school all over again.
I’m sorry but I can’t do it. I’ve been the sheep in BRIGHT PINK WOOL for as long as I can remember and I’m slightly worried that my kind are unrepresented in this world.
I guess my question then is, Why aren’t pink sheep being considered for this internship?

And three days into the campaign, Vera has a page launched, some quirky, on-message content and attracted the attention of the local social media crowd in Singapore. 

Vera4BBH

I love that Vera defines herself as different from the oh-so-run-of-the-mill black sheep (after all if one works in advertising one must wear black … note to self: check wardrobe). But the big question – is this enough to get the job?

Here’s hoping so … pledging your first pay cheque to a charity is not a bad way to start a professional career. Passion and purpose. Play to win. Love it.

My Kingdom for a Horse

A horse, a horse! My kingdom for a horse!

I have always loved Shakespeare’s Richard III. It’s an epic experience – no matter whether you see it live in performance or whether you let those words loose in great emptiness of your cognitive surplus. The line comes at the point in the play where Richard – the evil and arrogant king – is about to meet his doom.

Like many of Shakespeare’s best lines, it has found its way into our everyday speech. Accordingly, we use it in a variety of situations – where we are exasperated, challenged or just down right desperate.

But there is more to it. Increasingly I am hearing this in the world of business.

When dealing with strategy and the challenges of social media, many CEOs, CMOs and their compatriots on the agency side are heard uttering these same words. But they are not asking for a horse. They are asking – nay demanding – that you pay attention not to their words, but to the source of their problem.

Any Tom, Dick or Harry can show up with a fistful of Facebook fan pages and Twitter accounts. But the true strategist will look beyond the words to the insight – seeking to understand the root cause, understand the behaviour driving the need and develop an approach which will solve the problem. Sometimes it will indeed be a horse.

Rob Campbell suggests that many agencies have been trapped by a form of creativity-by-the-numbers. Rob places the responsibility on the shoulders of the creative and media agencies:

… because clients tend to judge their effectiveness by the level of media exposure they’ve achieved [R&F] – rather than by specific business goals – media agencies are basically being encouraged to push for creative work that can be placed in measurable media channels because it help ensure they get their fees.

But I think clients – the CEOs, the CMOs and all their direct reports also carry some of this responsibility. You may think it is a horse that you need, but that’s applying logic to the problem. What you want is creativity.

If someone had delivered Richard a cannon perhaps history would have had a very different shape. Next time someone calls for a horse, don’t give them what they ask for. Give them what they need.

Why Agencies Should Treat their Staff Better

fco I have a friend in the industry. Let’s call him, Mr X. In fact, Mr X could be Ms X. You may know her. Or him. Or maybe not. But even if you did know Mr X, I’d be surprised if you knew Mr X’s tale of agency woe.

Now, Mr X is a smart, likeable person. His clients like him as do his colleagues. He delivers value, and consistently challenges his team to push the boundaries of their creativity. He wins work and commitment, and like many in the industry, works above and beyond the hours that he is paid for.

You’d think he’d be seen as a valuable asset. Especially in an industry where you win work based on the skills, expertise and talent of your people.

But Mr X is a contractor.

And despite winning contract extensions, inspiring the creativity of teams and maintaining a high charge out rate, the agency he works with has not paid him for months. Sure there have been dribs and drabs, but he is now out of pocket stretching back to earlier this year.

Maybe I am an idealist, but I believe in paying people for the work they do.

But the most amazing aspect of this story is the damage that this type of behaviour will do to the reputation of the agency involved. Now, even before social media, the advertising and marketing industry was full of rumour and quiet conversation. But these days, anyone with an internet connection can produce content, share their story or experience – and warn off both clients and potential employees.

Employee conversations are no longer only the secret domain of sites like 2000s icon FuckedCompany.com. And while the names may be changed to protect the innocent and guilty alike, the private wires – the DMs, emails and phone conversations – run hot.

So, next time someone contacts me to ask whether they should take a job with this agency … or next time someone rings and asks whether the agency does good work – guess what my answer is going to be?

And if social recommendation carries as much weight as we in the industry claim it does, then slowly but surely the story behind this story will get out. And the talent pool will dry up. The good and talented people will find good and talented agencies to work for, and the projects, opportunities and clients will follow.

And I bet, for every Mr or Ms X out there, there is a whole alphabet of others sitting silently in the corner eating their own self esteem. If this story resonates with you – know that you are not alone. Write your story and share your experience with others – but keep names out of it. This is, after all, a small, global industry – and we are all adept at spotting a trend.

Measuring the Performance of Social Media Communications

A great presentation from Valeria Maltoni on measuring how your social media communications are PERFORMING. Yes, that's right – not just "ROI" – but actual impact on the things that are important for your business.

View more documents from Valeria Maltoni.

What does this mean?

It means that YOU have to do the hard work of defining which things you want to measure and impact. You need to be actively looking at your BUSINESS STRATEGY to determine which things can remain stable and which things need to change. From there, you put in place a whole range of initiatives (some which include social media) designed to change the behaviour of your target audiences. Again – these audiences are folks that YOU need to be clear about – are you talking employees, new customers, existing customers, partners, suppliers, potential interns …

I know, you are going to ask me "can't an agency do this for me?" Of course they can. But in my view, you want to spend your hard-earned budget on creating value for your audiences. If you understand more clearly who, how and what is interesting, useful and relevant to your audiences, then you can brief your agency to deliver real value to them. It's about planning for context over placement. Remember – the clearer you are in your briefing process, the sharper results you will get. For me, forget "reach and frequency". Show me performance and business impact any day.

Can Curating the Crowd Work?

george 002Having worked on two, and heading into the third Age of Conversation book (bringing together hundreds of thought leaders in a single, crowdsourced book), not to mention our recent efforts around The Perfect Gift for a Man (30 crowdsourced stories reinventing manhood), I feel like I have a fairly good grasp on crowdsourcing and its potential.

But can it work for advertising? Will it work for agencies? And, perhaps, most importantly, will it work for the communities which emerge almost spontaneously to become part of a crowdsourcing project?

Unilever are putting this to the test. Via Idea Bounty, the Peperami brand are tapping the wisdom (and creativity) of the crowd to ideate their next integrated marketing campaign. Those creating the winning idea will receive a $10,000 payment and see their concept be turned into a global campaign.

But this is not a one-off – The Guardian reports, “Unilever said it has no plans to retain a full-time ad agency for the Peperami account in future.” So clearly, we are seeing the beginning of a shift – the Brand (Peperami) are moving ideation away from the agency world and reaching out directly to their customers. In response, over 1000 submissions were received.

Amelia Torode airs her concerns around crowdsourcing advertising – and the energy with which it has been taken up – raising some interesting points in the process. For example:

  • Is the $10,000 prize a rip-off? After all Unilever is one of the world’s largest consumer companies
  • Turning ideas into something more substantial takes real skill, expertise and commitment
  • Have agencies been “over-paid, over-precious, over-protective”

The comments to the post make for great reading. The debate moves from the role of creatives and interns (and whether they are ripped off by the agency business) to the process followed by Idea Bounty.

But the question that concerns me is – “is this sustainable?” Crowdsourcing is hard work. Not all ideas have legs – or can be extended across different channels and cultures. There is a real overhead – which I presume will be taken up by Idea Bounty – and it may simply be that we shift the budget from the ideation stage to the curation of those ideas. And if that is the case, have we really achieved anything? Will the ideas be better? Will the sales increase? Will the brand be more loved by its consumers?

There are many more questions … but I will leave you with this – if your customers really do become the creator of your brand, and if they are successful, do you share the spoils of the success with your community? You see, for me, crowdsourcing is not one way – and while a one-off “prize” may satisfy at first, it could easily leave a bad taste in the mouth long after the first bite. And is ANY brand ready for the kind of backlash this could generate? Are you?

The Zen Master and the Un-Agency

Every day is a good day.If you work on the client side of marketing you will know that working with agencies can be a challenge. You will have a roster of agencies that you deal with – and many more knocking on the door offering one-off campaigns that just may shake things up (for better and worse). Perhaps you will have an agency of record who will handle the jumble of specialisations that are required to deliver results across a broad swathe of marketing activities. Or maybe you will handle this in-house with marketing, PR, communications, branding and strategy teams all being supported by their own coterie of agencies.

No matter which scenario you operate under, the problem, of course, is that our “audiences” – the customers who buy and sometimes love our products and services – are less inclined to engage with what we have to say. As Nielsen’s Trust in Advertising survey indicated, 78% of consumers are more likely to trust other consumers recommendations ahead of newspapers, magazines and websites. Furthermore, consumers are dividing their attentive time in ever smaller slivers – with the Pew Research Center indicating that we are becoming “news grazers”, spending far greater time getting news and information from online sources than TV.

What are we to do?

Sean Moffitt suggests that client-side marketers need to begin operating like a Zen Master, pulling together your own un-Agency. (Check his description of the different types of agencies for an amusing but also insightful look at this complicated world.) But what might this un-Agency look like?

It's a co-op of equal partners managed by a key client person – a zen master generalist who can pull the appropriate agency levers. The Un-Agency is a marriage of partners that play well together and stay out of each others shorts. It's a hothouse of many ideas that get dreamed up and actually executed. It's a spider web of leading marketing services specialist talent that embeds itself deeply in a company's operations. It is low on bureaucracy and "handlers" and high on "smarts" and "action". Less powerpoint, more insight. More collaboration, less arrogance. More customer/influencer outreach, less boardroom navel gazing. More sustaining value, less flavour of the day. Perhaps paradoxically, more brilliant agency partners not less generic ones.

Un-agency-SeanMoffitt

While I love the IDEA of this un-Agency, it is exceptionally difficult to make this work in practice. All businesses are designed to make money – and agencies are no exception. Put two or three agencies side-by-side and there will be competing interests, egos and revenue targets. But there is no doubt that this type of thing is starting to happen. With agencies coping with the global financial crisis (and the corresponding drop in billings) by laying people off, more and more folks with substantial skills and deep experience are finding themselves in demand. And the smart client-side marketer can now more easily weave together a collaborative group of experienced practitioners without the need (or expense) of working with big agencies. There is even evidence that smaller agencies are employing the same approach to extend their capacity.

Is this the way of the future? I know it works for me.