Archive | April 2012

Commercial Anthropology

There is no traditional media, only traditional thinking. – David Murphy, BDM

I had the opportunity to attend a presentation by David Murphy thanks to Chapman Ad Club. This man is an inspiration. He’s been in advertising for 30 years. THIRTY. (I’m only 19!). He is full of wisdom, and I couldn’t be more fortunate to have him share it.

I’ve learned so much in the hour that he spent with us, but the most important insight I gained is that people build relationships with brands the same way they build relationships with other people. That’s why as advertisers, we are all commercial anthropologists. Our job is to learn about brands, about culture, and most importantly, about the people. The key to selling any product is to sell the brand, and branding, is built from what David calls the “4 E’s”: empathy, experience, endorsement, and energy.

After listening to his presentation, I couldn’t help but fall even more in love with advertising. It’s challenging, it’s inspiring, and it’s a whole lot of fun. It’s what I live for.

Check out his presentation below and visit his blog for more insights into the world of advertising.

Unmarketing – Stop Marketing. Start Engaging

The best form of marketing is to not market at all. Un-marketing, is what Scott Stratten calls it. In a connected and information-driven world, marketers must think differently about their approach to consumers. It’s all about relationships. That is what marketing is about today, and what it will continue to be about  in the future.

In his book UnMarketing, Stratten declares it’s time to stop marketing, and start engaging. The book is based on the idea that everything in marketing essentially comes down to how businesses interact with consumers – it’s not about deals or promotions, it’s simply about connecting.

Stratten discusses the topic of social media to stress the importance of building relationships with consumers and criticizes those who focus on numbers and only care about profits and ROI. Some believe that social media is an easy way to build relationships with little effort – wrong. Social media is a tool to establish access to global conversations and target markets, not faster access to relationships. Relationships take a lot of work to build, and the key is to listen and engage consumers in an authentic manner.

Traditional advertising channels no longer work on consumers – they are blatantly targeted everywhere they go, and they are sick of it. As a result of the excessive marketing, consumers have become experts at blocking it all out. Gone are the days of push marketing, today, it takes pull, or inbound marketing to succeed. UnMarketing discusses the pitfall of pushing a message on consumers and emphasizes that marketing is only successful if it is interactive.

Stratten argues that traditional interrupt and sell tactics such as cold-calling and shotgun direct-response advertising are the equivalent to aggressive behaviors that alienate the very people they’re directed at. Social media is not a media platform, it is a social platform. It should not be a monologue, but rather a point of engagement that establishes two-way communication.

I quickly discovered Stratten upon my entry into the twitterverse, and was shocked when he would respond to my tweets. In return, I ended up purchasing his book, because I trusted him. Though I am aware of the importance of sales, I also know that is not the goal. The goal is to build relationships, to connect with individuals and be relevant to their needs. Sales are simply the byproduct of those successful relationships.

UnMarketing offers valuable insights into connecting with others that is essential for all marketers and businesses.  It was entertaining and full of personality, mostly witty sarcasm, and I highly recommend it to all who are seeking to understand how to offer value and engage consumers on a personal basis.

 

What Would Don Draper Do

Nostalgia – it’s delicate, but potent.

Teddy told me that in Greek, “nostalgia” literally means “the pain from an old wound.”

It’s a twinge in your heart far more powerful than memory alone.

This device isn’t a spaceship, it’s a time machine.

It goes backwards, and forwards… it takes us to a place where we ache to go again.

It’s not called the wheel, it’s called the carousel.

It let’s us travel the way a child travels – around and around, and back home again, to a place where we know are loved.

 

This is the definition of EPIC. I don’t know how many times I have watched this scene, over and over again. I have the entire pitch memorized by heart and it’s what reminds me to always think of ideas that build lasting emotional connections. I love you, Don Draper.