Monthly Archives: June 2009

What’s the RAF do anyway?

Posted on by
6

Something to do with the Ad Council? We put on the Addies? Not sure?

We here at the RAF would like to clear this up. At last week’s retreat (boondoggle down at the Greenbrier, or was it the 4th floor at Partners?), we took the first step: agreeing to a simple statement of purpose. Not a grand vision, just something we could say in the elevator when asked “what does the RAF do?”. Here it is:

“We strengthen our creative communications community through programs and events that educate and inspire great work”.

That’s it. May not roll off the tongue, but its pretty straightforward. Any rate, we don’t intend to spend months on a strategy deck. We want to do stuff that makes good on the promise above. And I’m pleased to report that as we discussed event ideas on the afternoon of the retreat, we kept coming back to this statement to sharpen our focus.

In addition to tweaking some of our annual events to be more on strategy, we’re also going to explore a casual monthly affair to exchange ideas and have a drink. More to come on that.

In meantime, love to hear from you. Does the purpose make sense? Is it attainable? What opportunities are we missing? Appreciate your thoughts.

mj

Roc Rocks!

Posted on by
Reply

Rochester is home to considerable communications talent. On the heels of yet another successful Addy Award ceremony, the Public Relations Society of America Rochester Chapter celebrated the 20th year of its annual PRism Awards program. The event was held on June 11 at Casa Larga Vineyards.

The PRisms acknowledge the highest standards of performance in public relations. This year’s theme—“Who Says PR Is Easy?”—speaks to the process of making our clients look good while we make it look easy.

Categories are included for web and print materials, direct mail, brochures, and press kits, among others. Both corporate and not-for-profit sectors are recognized in each category. For the very first time, the PRSA Rochester Chapter extended the awards to include social media categories. (With full disclosure on shameless self-promotion, Martino Flynn was honored for its innovative work in two of these non-traditional categories, including “blog” and “blogger relations”). This year’s Best of Show for the Corporate category went to Text 100 for their B2B campaign, “Xerox Takes the Headache Out of Office Printing.”

Individual PR professionals from the area are also recognized, like the CEO of The Year. The Rising Star award is rewarded to someone who demonstrates exceptional competence, skill, and leadership, and has no more than seven years of experience. The Sharleen M. Bruse award goes to a PRSA member with more than 10 years of experience who epitomizes the integrity and professionalism of a public relations practitioner. This recipient is also very involved in community service and routinely help advance the career development of other chapter members.

So congrats to all the 2009 PRism winners. As well, a BIG thanks to everyone in the profession for their contributions that are fostering growth in the field and taking us to new heights.

Should advertisers invest in an iPhone application?

Posted on by
1

iPhone 3GsEveryone is clamoring about the new iPhone 3Gs and, more importantly, the iPhone 3.0 software update. And with good reason. It’s a powerful new upgrade to one of the best smartphones on the market. Video capabilities, built-in turn-by-turn GPS, internal compass, FM transmitter, MMS capabilities (which Apple is actually late on as most other phones have—even the cheap-o’s), video editing, voice control, and even internet tethering. Plus, it’s all connected to the App Store; wherein lies the real potential.

So many more robust and useful iPhone applications that take advantage of the new hardware features are likely on the horizon. Which begs the inevitable question: should advertisers (or brands) start seriously paying attention to the iPhone and investing in application development? I’m sure there are plenty of people who would say “Yes. Oh, God yes!” and plenty who would say “Nope. Not for us.” Everyone’s situation will differ. What I hope to do here is offer up some solid reasoning as to why a company might pour some money into an iPhone app, and reasoning for why it might be a good idea to hold off. So here we go…

Why it might be a good idea
First off, the iPhone is becoming (if it isn’t already) one of the best platforms for mobile advertising out there. It’s capabilities are nearly unrivaled, and has the potential to serve as an outlet for customers to interact with your brand in entirely new and exciting ways. Second, if you create an application that really solves a problem or proves incredibly useful to your audience, it could be great exposure. Think of all the tech-savvy early-adopters who could fan the flames of a rock-solid app that serves a purpose and works well.

Third, it’s advertising people would pay for. Create an app people actually find appealing or useful, and it’s likely they’d be willing to pay a dollar or two for it. Take for example Kraft Foods and their iFood app. They provide users with daily recipes, a store locator feature, the ability to add a recipe’s ingredients to a shopping list, and more. And just like similar recipe apps from McCormick and Betty Crocker / General Mills, the Kraft recipes conveniently call for Kraft products. And finally, if nothing else, mobile advertising like this literally gets you into people’s pockets and purses. They take your ad with you wherever they go, and may engage with it several times a day if you do it right.

Why it might NOT be a good idea
IMO, the number one reason one might decide to not invest in producing an iPhone app is cost. I’ve never attempted it, and don’t even know many people that have, but I gather it can get pretty time-consuming, and as a result, pretty costly. Probably even more so if your plan is to incorporate many features using several different pieces of the phone. And with development cost goes testing and debugging cost. The first version of the app won’t (and shouldn’t) be the last. Even if you have a great idea for an app, one could wind up spending as much money ironing out bugs and improving upon the user experience based on customer feedback. Nothing would be worse than to spend $100,000 on an app that users find difficult to use, and that garners only negative reviews. It’s also becoming increasingly difficult to find most new apps that don’t have some kind of pre-launch buzz behind them. The iTunes store seems to be overrun with thousands of cheezy, weak, and otherwise useless apps, that will probably get in the way of people finding yours.

I’ve also heard that although the iPhone (and iPod Touch) is one of the most popular devices and the most widely used in terms of operating system data requests, the overall user base of the iPhone isn’t that hefty. Maybe 20% of the total smartphone market according to AdMob, and probably far less in terms of the overall cellphone market. One could argue that money might be better spent on a content-rich website that has a longer shelf-life, or some kind of broader campaign with an online component.

So in short, there are equally weighted reasons for and against. Success I guess comes down to identifying a real need, having a good idea behind it, and having the resources available to pull it off and maintain it. And this is all just one web guy’s take on the matter. There’s room for a whole lot more discussion here…

— Scott Wolf

Touchpoints

Posted on by
Reply

I’ve been noticing something about today’s popular media: people want to consume their favorite music/tv shows/movies in as many ways as possible. They want to watch it, listen to it, share it with friends, learn more about every aspect of it. Smart marketers have created multiple touchpoints to encourage this interaction.
Maybe I’m late to the party as far as noticing this, but here are the two recent examples that struck me:

n55482772043_641. Glee. This new Fox tv show aired its pilot last month, and it was so popular that the producers have been pressed to come up with more content for fans. Apparently the feature song (Journey’s Don’t Stop Believin’) was so popular on iTunes, that they’ve had to add additional music choices. The website is chock full of character interviews, actor bios and a photo gallery. Extras include Glee chewing gum (seriously), iTunes downloads and of course, Facebook, MySpace and Twitter fan clubs. Fans can be interacting with the stuff and feel that they stay connected until the show is back on in the fall.


new-moon-poster2-692x10242. New Moon. The highly anticipated follow up to the Twilight movie doesn’t hit theaters until November, but producers know that the fans don’t have that kind of patience. Posters for the new movie (with buffed up versions of hearthrobs Edward and Jacob) released online several weeks ago, and the producers brilliantly timed the trailer release with the MTV movie awards, where it got tons of hype. These two gifts to the fans were very well received. I’m curious what else they’ll give us between now and November.


Product placement is the biggest loser.

Posted on by
4

Unless you are The Biggest Loser.

NBC’s hit reality show The Biggest Loser does more than entertain America while contestants sweat away pounds. The show is a model for appropriate product placement that brings together brands like Subway, Ziploc, Extra Chewing Gum, and Rochester’s own Birds Eye. In an era where consumers fast forward traditional broadcast commercials, product placement is on the rise. In The Biggest Loser’s case, it’s hard to justify skipping the segments where Jillian talks about how chewing Extra gum craves hunger. (And yes, each segment is either :30, :60, or :90 seconds long). Because it’s appropriate content that is rooted in helping those on the show and on the couch. I even admire the media directors follow through. Lining up a broadcast spot in the next commercial break after the product placement takes place on the show. Although, I can’t say I watch them. I, like America, tend to fast forward.

Unsuccessful attempts were the new Blackberry on Law & Order, or Diet Dr. Pepper on The New 90210 (I just wasn’t buying the perfectly positioned cans in the cooler. Sorry). The dialogue was forced and the actors seemed uncomfortable with the sell.

So when is product placement appropriate? The show must fit your brand, and the content you provide to the consumer must be relevant. Otherwise your brand is an unwelcome participant during a time when America wants to get away.
And then guess who turns out to be the biggest loser.

RAF student member takes home national ADDY gold!

Posted on by
3

Huge props to David Nardone who scored some more hardware for his trophy shelf at the national ADDY Awards Show & Gala in Atlanta last weekend. David took home National ADDY Gold for his “Houdini” poster series for the Museum of Magic. David also won gold at the district and local levels.

Apparently, advertising talent runs in the family. David is the nephew of Rochester ad & marketing veteran Joe Nardone of Eastman Kodak.

With over 60,000 entries annually, the ADDY® Awards are the world’s largest and arguably toughest advertising competition. The ADDY® Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world. The American Advertising Federation, a not-for-profit industry association conducts the ADDY® Awards through its 200 member advertising clubs and 15 districts. It is the only creative awards program administered by the advertising industry for the industry.

Check out all the 2009 winners here.

Ad Age, Women to Watch and a Duramax 6.6L V8

Posted on by
Reply

This week’s AdAge includes the annual “Women to Watch” list. Note Jenny Chisney‘s inclusion (nice!). Nearby is an article on GM. AdAge lined up creative directors and the like to share how they’d pitch the troubled automaker’s business. 11 experts weighed in. Each one a middle-aged white guy.

The juxtaposition of these 2 stories got me thinking about whether the advertising and marketing community relies too heavily on one demo to make the big decisions. So, a couple questions:

1. I appreciate middle age white guys. I may be one, depending on if I live past 74. I also won a dance contest in 3rd grade, so take that into account. Anyway, if we continue to make the lion’s share of ad decisions, forget fairness, is this good business?
2. Does Ad Age come off as patronizing by compiling a list of accomplished women, then lining up the men when they want an expert point of view? Possibly they chose men because of the subject matter, because, you know, women don’t drive cars, purchase cars, or understand the simple fact that in 2009 only a Duramax 6.6L turbo diesel V8 with 660 lb ft of torque is appropriate for your neighborhood landscaper to tow a lawn mower 4 blocks.
3. Let’s switch to age for a second. If you’re over 50 and working in an agency, you likely own the place. That’s a lot of experience on the sideline. Do we think they’re out of ideas, require too much money, or something else?
4. If we’re in charge, why are men in beer ads stone dumb? Don’t answer that.

Btw, here’s my caveat. I don’t read Ad Age closely enough to indict them for institutional sexism or any other ‘ism. Just using the stories to ask a question about the business.

mj