Messaging

Crack a Joke to Build a Brand

 Comedian Jim Gaffigan quips in a new commercial about driving a Chrysler Pacifica minivan and retaining his manhood. It’s just one example of how humor has become a staple of contemporary marketing campaigns, especially ones trying to appeal to young adults.

Comedian Jim Gaffigan quips in a new commercial about driving a Chrysler Pacifica minivan and retaining his manhood. It’s just one example of how humor has become a staple of contemporary marketing campaigns, especially ones trying to appeal to young adults.

No joke, comedy can be a brand builder.

Think of comedian Jim Gaffigan and his ads for the Chrysler Pacifica minivan, which are designed to convince young dads that driving a family minivan doesn’t mean you still can’t be cool and yourself.

Humor has become a regular staple in many marketing campaigns, especially ones aimed at younger audiences that are drawn to the sassy comedy of Jon Stewart and Stephen Colbert and satirical commentary in The Onion

Peppercomm, a new York-based marketing company, has made humor a hallmark of its own culture. Its management and account leader training includes instruction in stand-up comedy. Co-founder and CEO Steve Cody said comedy was embedded in training “because it improved presentation, listening and rapport-building skills while creating a unique culture.”

“Many in the industry scoffed, believing PR was a far too serious business for comedy,” Cody added. “Today, we’re routinely hired by clients and non-clients to stage comedy workshops for their employees.” And the firm is retained to inject humor into client marketing campaigns.

Humor can be a double-edged sword. An insensitive joke or an offending aside can damage a brand or at least cause embarrassment. But well-timed comedy can be entertaining and even endearing.

Southwest Airlines is a great example. Flight attendants are well known for stand-up routines involving safety instructions. The iconoclastic airline has hired aspiring actors as flight attendants to help realize its corporate goal of making passengers laugh and feel at ease.

A Southwest Airlines attendant quipped as the plane was taking a long time to taxi to the runway, “You know, we drive halfway and fly the other half.” Another attendant deadpanned, “If you smoke on this airplane, the FAA will fine you $2,000. At those prices, you might as well fly Delta."

Even when humor is a corporate goal, discretion and a sense of timing are essential. Like any form of communication, and especially comedy, you have to know your audience. And your critics. Kmart took a risk with the “I Shipped My Pants” TV ad campaign. The play-on-words humor offended some, but it did help the struggling retailer dramatically drive up its web traffic. Before the ad, no one ever accused Kmart of being edgy.

Dollar Shave Club leapt into business with a YouTube video that was described as “unconventional, outrageous and blunt” – and, of course, funny. The video made the rounds of social media with more than 17 million views and put the startup company on the shaving map.

Charmin marketed toilet paper with a #tweetfromtheseat campaign that encouraged people to share their most innermost inspiration while on the throne in their bathroom.

State Farm peddled insurance with its “Jake from State Farm” ads that were reprised with Dan Aykroyd and Jane Curtin reprising their Conehead characters from Saturday Night Live. Not to be outdone, Allstate hired Dean Winters, who had a role in 30 Rock, to personify mayhem in a series of laugh-provoking commercials.

Wonderful Pistachios took no chances and hired Stephen Colbert to create buzz for its brand at the 2014 Super Bowl.

It is necessary to hire a production company, and it doesn't hurt to bring in a TV star, to convey a compellingly comedic side of your brand. Marketers who make humor part of messaging say the secret is in authenticity with a little showmanship. Getting a consumer to laugh is one of the best hooks to get them to buy.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at garyc@cfmpdx.com and you can follow him on Twitter at@GaryConkling.

Rebranding Is Still Branding

 There are lots of good reasons to rebrand, but throwing away your brand history isn’t one of them. Mr. Clean and its familiar jingle have been around since 1958 and have grown and evolved with the brand in step with the needs of their customers.

There are lots of good reasons to rebrand, but throwing away your brand history isn’t one of them. Mr. Clean and its familiar jingle have been around since 1958 and have grown and evolved with the brand in step with the needs of their customers.

There are many good reasons to launch a rebranding campaign – a new name, direction or product line. That said, though, rebranding shouldn’t abandon the original brand but instead move it to new ground with fresh expectations.

One of the worst outcomes of a rebranding campaign is to sacrifice the hard-earned capital of previous branding efforts. Even if a brand has some rust to shake off or a incurred a dent to smooth out, it still has residual value. Rebranding isn’t about starting over; it’s about refreshing (and fixing) what has been.

After a string of food safety issues, Chipotle received lots of advice about its brand. Some argued the company should scrap the name and start over. Others said the Mexican fast casual chain should retain its name and undertake a rebranding campaign that underlined why people like Chipotle's food and how the company has responded to its food safety crisis.

Like branding, rebranding is all about positioning. What makes your product or service distinct? What is your value proposition? Why should anybody care about what you offer?

Rebranding affords a chance to tell the world who you are in a fresh way, whether it’s updating your product or service line, using new tools such as video to tell your story or placing your story in new channels where customers hang out and pay attention.

Rebranding allows companies to respond to their customers' changes in taste. Think of all the food ads you now see that talk about being gluten free or produced without growth hormones.

Stodgy brands turn to rebranding to inject a youthful step into their offerings. You can still enjoy venerable Campbell’s chicken noodle soup, and now you can take it to work in a handy cup that heats up in a microwave.

One off the best uses of rebranding is to move from pushing a message to attracting viewers through informative, relevant and useful content. This can mean rethinking a website to relying on digital media promotion. A website makeover can evolve from what is essentially and electronic brochure to an information hub designed around how existing and potential customers or clients interact with a product or service. Moving to digital media could be as basic as relying less on the phone book and more on self-publishing content of value to customers or clients.

If, like Chipotle, a company is rebranding to move on from the past, then rebranding has to deal openly and honestly with the past. That honesty conveys its own freshness that customers often will reward. This requires more than lip service to change. Show the change with video and validate its value with credible third parties.

Rebranding is not a brand divorce. It is more like a brand family extension. The all-purpose Mr. Clean was introduced in 1958 with its own character and jingle that helped propel the product, originally developed to swab out ocean-going ships, into a best-selling customer favorite.

In 2016, after the Mr. Clean product line had expanded into a full line of cleaning products, including the Magic Eraser, the character and jingle were modernized. You could still recognize the spiffed-up Mr. Clean and the jingle struck a familiar chord. Instead of mentioning white sidewall tires and old golf balls, the jingle talked about using Mr. Clean to “clean your whole house and everything that’s in it.”

The rebranding has been an unquestionable success. And the jingle is the longest running advertising tune in television history.

Portland’s Iconic Pitchman and Beloved Showman

 Tom Peterson’s trademark flat-top image was everywhere in Portland – on alarm clocks, wristwatches and coffee mugs. And Tom Peterson was a constant presence on TV, inviting people to come to his “happy place to buy."

Tom Peterson’s trademark flat-top image was everywhere in Portland – on alarm clocks, wristwatches and coffee mugs. And Tom Peterson was a constant presence on TV, inviting people to come to his “happy place to buy."

Tom Peterson is easily the most recognizable pitchman for his own Portland brand of retail appliance, furniture and electronics stores. While his branding style may have seemed corny, it worked.

Peterson, who died last month at 86, was instantly recognizable because of his trademark flat-top haircut, his homemade TV ads and his favorite, highly inflected catch phrase, "FREE is a very good price.”

Peterson was more than just a pitchman, though. You could call him a true showman. He lived his brand, often greeting customers on his showroom floor with a friendly handshake as well as talking to them via his TV ads. He didn’t high-hat people. He knew his customers were typical working class Oregonians who wanted a value from someone they trusted.

Peterson was very engaging in person. Taller than he seemed on television, Peterson was anything but a self-absorbed celebrity. He was down to earth, even when he was TOM Peterson, the TV personality beckoning you to come to “the happy place to buy.”

Peterson’s legacy is that brands need to be personal. In today’s world, that means finding a way to engage customers. In Peterson’s heyday, it meant being the face of a brand that was as familiar to customers as cloudy days in Portland. People woke up to alarm clocks with Tom Peterson’s face, they wore his wristwatches and they drank morning coffee from mugs with his and his wife Gloria’s picture that marked the couple’s 50th anniversary.

You never were at a loss to know what Peterson was saying, but he didn’t shout. He used schtick to get and stay noticed. One of his gimmicks was “Wake up” ads that touted his stores staying open from 11 p.m. to 3 a.m. to serve insomniacs and the curious.

Peterson was best man at a wedding officiated by beloved local professional wrestler Rowdy Roddy Piper. He gave away Halloween masks in his image, which he printed in black and white in case anyone would try to use one while robbing a bank. He offered free flat-top haircuts in his stores. His iconic face appeared in comic books and stencil art. There was even a song written about him called “I Woke Up with a Tom Peterson Haircut."

Anyone around Portland in the 1970s  and 1980s knew the sound of “It’s TOM Peterson.” He was known more broadly, too. Northwest native Kurt Cobain wore his kitschy wristwatch. Director Gus Van Sant, who lives in Portland, cast Peterson in three cameo roles in his films Drugstore Cowboy, My Private Idaho and To Die For. Peterson also appeared in Mr. Holland’s Opus, which was filmed in Portland.

It’s a bit surprising that Peterson was never asked to play a starring role in Portlandia. The truth is, Peterson wasn’t viewed as a peculiarity. He was a Portland icon.

A victim of overreach and overwhelming debt, Peterson filed for bankruptcy in 1991. At his wife’s suggestion, Peterson talked candidly about his financial pickle on his TV ads as he was reduced to working on the sales floor to clear inventory.

Ever the optimist, Peterson became a motivational speaker and he and his wife emerged from bankruptcy to start a similar business in 1992 on a smaller scale, but with the same personality-forward brand – Tom Peterson's and Gloria's, Too! Tellingly, the sale of Tom Peterson memorabilia helped raise funds for their new venture.

Les Schwab, Orville Roth and Fred Meyer were the faces and often the voices of their brands. They were also the personification of their brands, the person customers trusted – Schwab with his tire guarantee, Roth with his signature green tie walking the aisles of his grocery stores and Meyer promoting one-stop shopping.

No one, however, has quite reached the iconic status of Peterson in Portland. Perhaps because no one thought about branding the way he did. When asked why he put his image on and his voice in an alarm clock that he gave away, Peterson said, “If you can put your face in 5,000 Portland homes, it certainly can’t hurt.”

Apparently not. Even the attorney for Peterson’s creditors in his bankruptcy case wore a Tom Peterson wristwatch.

Avoid Killing Your Audience with Deadly Speaking Habits

 Great speakers don’t kill their audiences. They build rapport, start strong, follow a clear path and finish with a pop. They don’t make lame jokes, read their slides verbatim or avoid looking their audience in the eye.

Great speakers don’t kill their audiences. They build rapport, start strong, follow a clear path and finish with a pop. They don’t make lame jokes, read their slides verbatim or avoid looking their audience in the eye.

You can spiff up your presentation skills. Start by taking the advice of an accounting intern. Seriously, take his advice.

Jeff Chappell, an accounting analyst intern at Dell, bases his recommendations for better presentations on experience. The experience of watching many awkward, emotionless and ineffective presentations. There is no better experience than that.

He identifies seven deadly presentation habits you need to shed to avoid putting your audience to sleep:

  • Treating a presentation as a teleprompter and reading each slide word for word, unless you're a pro script reader, like Jimmy Fallon.
  • Telling the audience you’re nervous or a bad public speaker.
  • Starting with a joke, which can often fall flat.
  • Zooming through the presentation like a race car driver seeing how fast he can finish.
  • Sticking with your script even when you see audience members squirming or checking their smartphones.
  • Maintaining weak or no eye contact with your audience.
  • Closing meekly.

None of these suggestions is revolutionary. Taken together, they represent pretty solid advice.

 A boring presentation can leave you wishing you'd spent your time elsewhere. That's why it's critical to avoid bad presentation habits, which Jeff Chappell laid out this month on LinkedIn. 

A boring presentation can leave you wishing you'd spent your time elsewhere. That's why it's critical to avoid bad presentation habits, which Jeff Chappell laid out this month on LinkedIn. 

Think about dreadful presentations you have endured when speakers got off to a lame start, droned on and ended with a poof instead of a pop. What you remember was how bad the presentation was, not what the presentation was about. At best, you may have contemplated in your mind what the presentation could have been – informative, inspiring, interesting.

Chappell’s recommendations came in a blog he posted on LinkedIn. He attributed some of his suggestions to lessons he learned in a presentation skills class taught at Dell. Chappell said he wrote the blog because “the cost of having one of the seven deadly habits of public speaking is too high to be ignored.” And the price to correct these deadly habits is relatively inexpensive. “Practice,” he says, is the difference.

“It doesn’t matter if you practice on the phone, in the shower or in front of friends, just practice correctly,” Chappell advises. “After a few sessions of practice, you’ll be wowing the audience with your confidence and professionalism.” It takes more than that, but you would definitely be on the right track.

Great speakers start by establishing a rapport with their audience, then making a compelling introduction of their speech topic. They give the audience a map of where the speech will go, then walk them through key points. They build momentum and anticipation as they go along, then end with a powerful crescendo. They use body language to help tell the story.

Not all great speakers use presentations, but when they do, their presentations are graphically-based reminders of key points in the speech. The presentation reinforces the message rather than distracting the speaker or the audience.

You might call these the heavenly habits of great speakers, which will lift you up in the eyes of your audience and send them home with positive thoughts, clear impressions and indelible messages.

Making a Lasting Impression in a Minute

 Retiring CBS  60 Minutes  graphic artist Bob Corujo can teach presenters a lot about how to create a lasting impression in less than a minute.

Retiring CBS 60 Minutes graphic artist Bob Corujo can teach presenters a lot about how to create a lasting impression in less than a minute.

Presenters can take a lesson from Bob Corujo, the graphic artist who designed all the illustrations used to introduce stories on 60 Minutes.

Corujo retired last week after 35 years of creating striking “cover pages” for the long running CBS television news magazine. His book of art, which contains around 3,000 60 Minutes covers, is featured in a video.

The lesson from Corujo’s work is the value of absorbing, attention-grabbing images to begin presentations.

Below: three memorable Corujo covers.

Not everyone can afford an artist as talented as Corujo to develop cover pages or background images for presentations. But almost anyone can follow the formula used by Corujo to come up with his designs.

His process begins at the executive producer screening of a story, which in a corporate or organizational setting might be the equivalent of a meeting to decide what to include in a presentation.

Corujo takes what he hears and turns it into a sketch. It could just as easily be a stick drawing for the artistically challenged. The sketch-stick drawing is the seed. Corujo or anyone else then needs to search for how to plant that seed so it sprouts.

For a 2002 story about frozen assets, Corujo put a dollar bill in water, froze it overnight and the next day chipped away just enough ice to show part of George Washington’s face. Simple execution. Instant recognition. 

Like most presentations, the 60 Minutes covers Corujo designed only appeared on screen for a minute or so. They needed to make an impression and convey a point of view almost instantaneously. “I like simple,” Corujo says, because too much embellishment can lose the audience “in the sauce.”

Many of Corujo’s covers accompanied big stories, but he looked deeper than the obvious picture. He searched for an illustration that made a connection between the story and the viewer. Some were dramatic and emotional. Others were whimsical or witty, such as depicting gullible investors as people with pigeon heads. Most were memorable, leaving a lasting impression in the mind’s eye of viewers.

Quality photography is a must for effective presentations, but is not in itself the secret sauce of powerful presentations. That requires artistry and imagination to tell the story in a picture you see for only a minute.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at@GaryConkling.

Emojis: “A New Language in Digital Media”

 Emojis are emerging as a whole new digital language where a tiny icon replaces text to convey emotion and sentiment and to personalize online marketing interactions.

Emojis are emerging as a whole new digital language where a tiny icon replaces text to convey emotion and sentiment and to personalize online marketing interactions.

Visual communications can take odd twists, such as the emergence of emojis as defining icons for marketing campaigns.

An article earlier this year in Adweek went further, describing emojis as a “new language in digital media” that can communicate “tone and sentiment on messaging apps and social media among consumers.”

Whereas they used to be limited to a happy face and a sad face, now there nearly 2,000 emojis and the character count keeps growing.

Emojis have matured beyond being punctuation marks for text to becoming the message itself. Well known brands such as Taco Bell use emojis that correlate to their products in digital marketing via apps, social media and email. General Electric launched the #EmojiScience campaign that invited people to send emojis to get short video lessons from Bill Nye the Science Guy.

Twitter now enables marketers to target customers who have used specific emojis. Dominos has an Emoji Ordering campaign that centers on customers including the pizza slice emoji in tweets. Instead of zeroing in on key words, brands search for relevant emojis. Consumer brands with an eye on younger adults are eager to jump into emoji-based marketing.

While emoji marketing may work best for now with Millennials, it won’t be long before its appeal spreads, if it hasn't already. Who wouldn’t want to order a pizza by posting an emoji on an app? I received a message with a rose emoji from my wife after urging her to take a moment before going to work to look at the beautiful blooms sprouting on her rose bushes.

The advice to marketers at this point seems pretty basic. If you sell ice cream, look for the ice cream emoji. Keep up to date on the growing cast of emojis. Be sensitive to the details of these little drawings, which sport a range of skin tones and nuanced emotions. Don’t expect everyone to jump on board with your emoji campaign until you build some trust. 

Engaging people with emojis means using them as if you are actually communicating with someone. Expressing emotion or sentiment through an emoji can personalize a brand’s interaction with a consumer and sharply increase engagement rates.

Learning how to use emojis may not be quite the same as taking French lessons, but it kind of is. Emoji fluency is critical to say what you mean and not inadvertently communicate something you never intended.  When you are fluent in emojis, you can tell stories with pictures.

Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

Rick Steves as a Guide to Value Propositions and Branding

 Travel guide Rick Steves provides excellent direction on how to express a value proposition and back it up with authentic personal branding.

Travel guide Rick Steves provides excellent direction on how to express a value proposition and back it up with authentic personal branding.

Rick Steves says a good guide book is a $20 investment to ensure a great $3,000 vacation. His comment is the kind of crisp value proposition companies should emulate.

Many companies settle for value propositions that are inward looking and self-serving. A value proposition should say how your product or service will solve problems for or deliver benefits to your customers.

Junk the jargon and put aside the taglines. Use plain language to convey your value to customers in less than five seconds. Make your brand a living, breathing example of your value proposition. 

Steves has earned a reputation as a well-informed and informative travel guide. His guide books are chock-full of helpful tips from how to pack to where to go.

Steves hosts a travel show on PBS that reinforces the tips found in his guide books. He just aired a three-part series consisting of practical advice for European travelers that included smart ways to travel, how to protect your valuables from pickpockets and savvy moves to avoid long lines at major venues.

Steves doesn’t brag about his own guide books. He doesn’t have to. Users tell fellow travelers about them, including Steves’ advice to rip up his books so you carry only what you need during day trips. Those word-of-mouth recommendations are worth a lot more than advertising or self-promotion.

Implicit in Steves’ simply rendered value proposition is that the $20 you spend for his guide book will save you a lot more when on the road. Sometimes he recommends spending money – for an upgraded train ticket or an all-city venue pass – that enhances a trip and saves valuable time. Grabbing some shuteye on a train ride or bypassing a ridiculously long line can mean seeing another sight or spending more time in the place you’ve always dreamed of seeing. 

The Rick Steves brand is all about useful information that he has personally vetted. When you buy his guide book, you know the advice he dispenses is based on his own experiences. The combination of his TV show, guide books, guest appearances and audio tapes makes Steves your trusted travel companion. His advice is golden, whether it’s what shoes to pack, how much underwear to bring or where to store your suitcase on daytrips. You might even be inclined to buy the suitcase he designed for ease of travel.

A solid value proposition, as Steves illustrates, should provide a concrete result for a customer expressed in a short statement. Branding, which features your differentiation from competitors, is separate from the value proposition. If you try to conflate the two, chances are you will inject hype and undercut the authenticity of the value proposition.

Follow Steves’ lead in describing the value of his guide book to customers and living your brand so customers choose your book instead of a competitor’s. 

Putting Entertainment into Your Content Marketing Mix

 Viewers today demand content that is useful, relevant and entertaining. Usefulness and relevance are easy, but entertainment is harder to deliver. Airbnb offered up a good example of how to deliver a message in an entertaining illustrated story as seen above.

Viewers today demand content that is useful, relevant and entertaining. Usefulness and relevance are easy, but entertainment is harder to deliver. Airbnb offered up a good example of how to deliver a message in an entertaining illustrated story as seen above.

Good content must be useful, relevant and entertaining. Useful and relevant are fairly obvious. Entertaining, not so much.

Let’s face it, most of us like to be entertained but aren’t entertainers. So how do non-entertainers entertain? Here’s how: Turn a clever phrase. Tell stories. Show funny videos and photos. Hop aboard breaking stories. Share personal feelings. 

Your words, stories and images don’t have to be Oscar winners. Their purpose is to deepen interest in your useful, relevant content. Knowing how to fix your toilet is useful and relevant, but we probably wouldn’t pay attention unless someone showed us how in a clever, humorous way.

Entertainment isn’t the main act in content marketing. It's the set-up to your main message. If your entertainment is too entertaining, viewers won’t remember why they were watching it, like the TV ad that is so captivating, you remember the entertainment, but not the product.

Clever Phrases

Yes, it is hard to channel William Shakespeare and procreate a new word or pithy phrase. But you can write a snappy headline that turns heads. The snappy headline can parrot a clever phrase you coin in your copy. Nobody churns out chiseled prose like an assembly line. It takes time – and maybe some reflective moments in the shower or on your morning run. All the phrase has to do is spark a smile and encourage the viewer to read on.

     Examples:

  • “Success by Choice, Not Chance.”
  • “Fat Makes You Thin.”
  • “Six Instant Confidence Boosters."

 

 

 

 

 

 

 

Telling Stories

As children, we listen to stories to learn. As we grow older, we trade stories with friends. Older people share stories to pass along wisdom. Stories abound in our world, and our brains are wired to tap into their meanings. Stories can take many forms. Children’s books artfully blend text and illustrations. Stories can unfold in videos and picture galleries. Good writers can spin tales with words. The form in this case is less important than the function. Tell entertaining stories with a point that connects to the useful, relevant information you want to convey. 

     Examples:  

 

 

 

Videos and Pictures

Visual assets such as videos and pictures don’t always have to tell a story to draw attention. Sometimes they can just be fun – or funny. Good judgment is required to avoid images that mock or offend. But there are plenty of ways to use light-hearted and good-natured videos and pictures to entertain your viewers into spending more time on your website, online newsroom or blog to consume useful, relevant content. Videos are popular to share, so take pains to brand your visual content so it doesn’t spin away from the purpose behind posting it.

     Examples:  

 

 

Newsjacking

If you can be a free rider on a breaking story or trending topic, you will have a built-in audience. Your “newsjacking” may be a local angle on a national story, a deeper dive into a trending topic or a contrary take on the news. The newsjacking should lead to your useful, relevant content or at least point to the path to your content. This is entertainment by feeding the curiosity aroused by someone else’s story.

     Examples (good and bad):  

 

 

 

Sharing Personal Feelings

In this era of engagement, sharing feelings can be a path to establishing a solid connection with your consumers. There is an element of risk in becoming personal, but it is that exposure that creates an opening for interaction. Sportscaster Jim Nantz shared his personal story of caring for a family member suffering from Alzheimer’s as he urged people to donate to find a cure. A sizable number of supplicants on Shark Tank begin their investment pitches by relating a personal story that resulted in their product invention. As with any relationship, getting personal can get sticky, so choose what feelings you share carefully and make sure they link somehow to your useful, relevant content.

     Examples:

Missing a Newsjacking Layup

 When Villanova's men's basketball squad made it to the Final Four, the university seized upon the chance to show off its academic prowess on LinkedIn. But the execution fell flat, as Villanova failed to capitalize on an easy newsjacking opportunity.

When Villanova's men's basketball squad made it to the Final Four, the university seized upon the chance to show off its academic prowess on LinkedIn. But the execution fell flat, as Villanova failed to capitalize on an easy newsjacking opportunity.

 

Villanova University turned a sure newsjacking score into a flubbed layup.

After Villanova's basketball team made it to the Final Four, the university turned to LinkedIn to tout its players’ 100 percent graduation rate. Smart. However, the link attached to its intriguing newsjacking post took viewers to a stale college catalogue explanation of Villanova and its virtues. Informative, but hardly a match for the newsjacking tease.

Newsjacking is the slick pass to capitalize on news events to grab attention. But that's only half of the play. You can’t just dribble the ball, you need to take the shot and score points with the audience you attracted. 

Obviously overlooked were short video vignettes from the Villanova players about their academic experience. Other options might have been a snappy video tour of the campus, showing off what makes Villanova different and its academic atmosphere, or testimonials from successful Villanova alumni.

Almost anything would have been better than a page ripped from the college admission handbook, which came across like a two-handed set shot.

They clearly missed a clear-court layup, but after Villanova’s scorching, historic victory over Oklahoma in the semifinals, it has another chance in the championship game. They have great footage from the basketball court. They need to team it with some compelling off-court footage, which shouldn’t be too hard. After all, it’s just a layup.

 

Content Marketing Personas

 Content personas are similar to buyer persons, but add emphasis on preferred information channels, content consumption habits and frequency of content acquisition.

Content personas are similar to buyer persons, but add emphasis on preferred information channels, content consumption habits and frequency of content acquisition.

Buyer personas are established elements of marketing plans, so why shouldn’t a content persona be appropriate for a content marketing plan.

Buyer personas show how existing or potential customers think, their perceived needs and where they get information. A content marketing persona is similar, but it zeroes in on what kind of content customers view as useful, informative and entertaining.

Buyer and content personals all have the same objective – to convert someone from a viewer into a customer. They both search for triggers for that conversion. They seek ways to establish a bond of trust between brand and buyer.

There are subtle differences. A content persona places more emphasis on preferred information channels, content consumption habits and frequency of content acquisition.

Marketing personas are ways to humanize customer statistics. It is hard to conjure a marketing plan for metadata. It is easier to envision a plan that addresses people with certain kinds of common characteristics. 

Personas reveal "pain points,” “priority initiatives,” “perceived barriers” and “decision criteria.” Marketers like to track the “buyer’s journey” and “success factors.” Content marketers must be mindful of all that within the framework of creating content.

A pain point could involve finding a way to get rid of mold in the shower. A buyer persona might focus on a product. A content persona would show the process of how to use a reputable product to scrub away the mold. It is the difference between promoting a product directly or demonstrating how your product works.

This example illustrates that some “buyers” just want a solution, while others want to be involved in the solution. That oversimplifies the difference between buyer and content personas, but it does show how they differ.

Another key difference is perspective. A buyer persona is intended to mark the path to a sale. A content persona is a roadmap to winning the customer’s trust and, ultimately, loyalty.

Many companies have shifted marketing dollars to content marketing because it matches well with customer relationship management. If all you do is pitch products, you aren’t distinguishing yourself from competitors. If a competitor comes up with a snappier, cooler and cheaper product, your buyer persona is hasta la vista. Competitors have a tougher time busting through the rapport you establish with layers of successful content marketing that deliver continuing value.

Content marketing and personas don’t require throwing away all you know about marketing or buyer personas. They do require a marketing master's degree in how to generate content from the vantage point of a helpful neighbor with a garage full of unbelievably useful tools.

Alaska Air’s Eclipsing Brand Personality

Alaska Air may have eclipsed its long history of a smiling-faced Eskimo brand personality. The airline took a cue from curious customers and slightly realigned a regularly scheduled flight from Anchorage to Honolulu to give passengers a porthole view of a total solar eclipse on March 8.

The customers were veteran eclipse chasers who realized their chances of seeing the March 8 eclipse were slim because monsoons would obscure the view in Indonesia and Micronesia, the only land areas where it would be visible. Astronomer Joe Rao, who works for the American Museum of Natural History’s Hayden Planetarium, did some checking and noticed Alaska Air’s Flight 870 would intersect the arc of the eclipse.

There was a problem, the plane’s scheduled departure would be 25 minutes too early. Rao contacted Alaska Air officials, explained the situation and the airline switched the departure time. On the day of the flight, Alaska officials reviewed the proposed flight path and wine and weather conditions to optimize viewing the eclipse. Ground crews made sure all the windows were clean. The plane’s pilot relied on the flight management computer to hit the mark.

The 181 passengers, including more than a dozen “eclipse geeks,” were treated to a grand spectacle en route. Alaska Air won plaudits for accommodating the eclipse chasers. “It’s an unbelievably accommodating gesture,” said Mike Kentrianakis, solar eclipse manager for the American Astronomical Society and a passenger on Flight 870. “Not only is Alaska Airlines getting people from Point A to Point B, but they’re willing to give them an exciting experience. An airline that’s actually talking to their people – and listening? That’s air service at its best. It’s become personal.”

You couldn’t buy a testimonial that good. Nor could you find a way to reinforce your brand personality as an airline that shows it cares about passengers by the quality of its service.

The flight wasn’t just a mystic experience for the eclipse junkies. Dan McGlaun, who viewed his 12th total eclipse on Flight 870, brought 200 pairs of specially filtered glasses so everyone on board could witness the sun during all phases of the eclipse.

Alaska Air has undergone an image refresher since the beginning of 2016, putting more snap into its logo and imagery. Other than Hawaiian Airlines, Alaska Air is the only major carrier with a human face as its brand face. The smiling Eskimo isn’t a particular person, but is intended to convey a sense of family and community.

On its website, Alaska Air says the iconic Eskimo’s visage may have been drawn from grandfatherly faces in Kotzebue, a small Alaskan community 30 miles north of the Arctic Circle. Before a hospital was built there in 2013, Kotzebue residents who were ill or injured “called Alaska Airlines first,” symbolizing that the carrier is “embedded into the fiber of the communities it serves."

Alaska is a company with a distinctive brand personality and an awareness of what it takes to showcase it.

Ten Essential Skills for Digital Marketing

 The rise of digital media reinforces marketing skills such as clear writing and visual communications and requires new skills ranging from using digital analytics to working productively in virtual teams.

The rise of digital media reinforces marketing skills such as clear writing and visual communications and requires new skills ranging from using digital analytics to working productively in virtual teams.

As we plunge deeper into the digital age, some old skills take on greater value and new skills are required to remain top of mind, convey brand value and get work out the door.

Arik Hanson, in his blog Communications Conversations, offers what he calls 10 essential skills for the future of public relations. The skills could just as easily apply to the future of successful communications for brands, nonprofits and public agencies.

Video and audio production and advertising copywriting skills top Hanson’s list. He might have added animation skills. The tools to produce compelling video and audio content have become vastly more accessible to everyday users, who face growing demands to generate visual content. Advertising is expanding to social media, which demands knowledge of how to write snappy copy, even if you aren’t an “advertising creative.”

Another emerging skill set, Hanson says, is the ability to create social media content and manage social content systems. Some still cling to the view that social media is all about dog pictures and people describing what they ate for dinner, original content that is useful, relevant and entertaining has become a staple of marketing programs, especially for nonprofits and public agencies. Curating and stockpiling content, as well as making it searchable, has become a fundamental marketing ground-game skill.

Writing clearly for external and internal audiences isn’t a new skill, but Hanson insists its role is growing. With information overload and a casual attitude about writing, those who can communicate clearly in words will be highly regarded – and perhaps in short supply. Writing for internal audiences involves “understanding what motivates employees,” Hanson says, “as well as having solid writing skills.”

Visual communications dominate on digital media, which means organizations and their PR counselors must “develop a visual style” for their online presence. It’s not enough to be online. You need to stand out online.

Another reality of digital media is the power of influencers. Hanson says collaborating with influencers is a whole new ballgame. "Four to six years ago, everyone was talking about blogger outreach, and with good reason: Blogs were the dominant cog in the social media machinery. Fast-forward to 2016, and there are now platforms such as Instagram and Snapchat – with people on those networks who command significant attention.”

Satisfying clients remains a priority, but Hanson says it now requires a “deep understanding of traditional, digital and business analytics.” It also requires, he adds, an “understanding of how to produce reports that make sense to clients.” “Provide relevant context, provide ideas as outcomes of the data and always cull the data and present them in terms the client can understand.”

The final skill Hanson points to is the ability to work in virtual teams. “I see virtual work environments as a huge trend over the next five to seven years,” he says. That involves understanding virtual team workflows and investing in tools that work in virtual team environments.

Hanson, who is the principal for a Minneapolis-based marketing firm, wrote a similar list of 10 essential skills in 2012. The list changed significantly in just four years. It is highly likely to keep changing rapidly into the future, which means organizations need to adopt an attitude of continuous improvement and a willingness to learn and embrace new ideas.

Even More Chicken Soup for the Soul

 Chicken Soup for the Soul serves up stories that motivate us, and it has used that core brand value to expand its brand universe.

Chicken Soup for the Soul serves up stories that motivate us, and it has used that core brand value to expand its brand universe.

The road to market is littered with brand extensions that crashed. Chicken Soup for the Soul, on the other hand, has a track record of brand extension success, including a new TV series, that offers insights on how to do it right.

The iconic motivational book series about people and pets has borrowed a photo from “Candid Camera” to launch “Hidden Heroes,” a new weekly TV series that features people doing good things. In the most recent episode, a grandfather stymied by his laptop asks for – and receives – help from random people on how to dial up his grandchildren online.

Small story, big-picture kind of stuff. That’s how Chicken Soup for the Soul got its start as a brand. Motivational speakers Jack Canfield and Mark Victor Hansen dotted their presentations with engaging, inspiring stories. When audience members asked to read more stories, Canfield and Hansen decided to write a book with 101 of their best stories. They came up with the idea of Chicken Soup for the Soul because it reminded them of the comfort kids get – and they got – from their grandmothers’ cooking.

No major publisher expressed interest in the original book. It took a small health and wellness publisher in Florida to give it a chance. There have been 250 Chicken Soup for the Soul books published and 11 million copies sold, making the series one of the most popular and beloved brands in the world.

The secret recipe for the success of Chicken Soup for the Soul is “people helping others by sharing stories about their lives.” That still drives the organization, which was sold in 2008 to Bill Rouhana and Amy Newmark, a husband-wife team that has led a spurt of brand extension beyond the bookstore.

There are now Chicken Soup for the Soul lines of food for people and their pets, online forums, apps, a motion picture and even a Chicken Soup for the Soul YouTube channel. Meanwhile, the organization still publishes a new book every month.

As befits its image, Chicken Soup for the Soul is socially conscious. It contributes a portion from all sales to the Humpty Dumpty Institute, a nonprofit started by Chicken Soup’s CEO, that attacks worldwide illiteracy, addresses hunger and promotes animal welfare. Proceeds from food sales support free school breakfasts. Royalties from some books go to the Alzheimer’s Association, the American Human Association and A World Fit for Kids.

So, the formula for Chicken Soup for the Soul’s success rests on sharing user-generated content across as many platforms as they can imagine and shaving off some of the revenue for causes that relate to the brand’s identity. Viewed another way, it offers a product or service people find useful, and keeps feeding that appetite and sharing the success, both through content and resources.

A lot of executives get embarrassed by thinking people buy into their brands instead of the values of their brand. Chicken Soup for the Soul understands its brand value, which is a true guide on brand extensions.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at  garyc@cfmpdx.com and you can follow him on Twitter at @GaryConkling.

Cause Marketing Gains Popularity, Maturity

 Cause marketing campaigns are becoming more sophisticated, such as Nationwide's "Make Safe Happen" campaign to reduce childhood injuries at homes.

Cause marketing campaigns are becoming more sophisticated, such as Nationwide's "Make Safe Happen" campaign to reduce childhood injuries at homes.

Cause marketing continues to gain in popularity and recent examples have moved substantially beyond co-promoting a company and a worthy cause by asking for a donation or signing a petition.

A great example is Nationwide's "Make Safe Happen" campaign to reduce childhood injuries at home. The insurance company's choice of a safety program aligns with its business. Instead of teaming with a single organization, Nationwide reached out to a hospital, pediatricians, parents, caregivers and toy manufacturers to identify sources of injury that could be prevented.

David Hessekiel, founder and president of Cause Marketing Forum and author of "Good Works!" says companies are pursuing more sophisticated and creative approaches to address nagging social problems. Some, like Nationwide's campaign, hitch together "complex, multi-player coalitions."

The "Make Safe Happen" program scores well on another pair of important virtues – usefulness and relevance, both key components of successful content marketing strategies. The program isn't just about doing good; it's about helping to avoid an injury to your child or grandchild.

To ensure the campaign was useful and relevant, the techniques used by Nationwide zeroed in on firsthand, frontline sources, such as partnering with Safe Kids Worldwide to "engage caregivers in real time," explained Hessekiel.

In an article written for Forbes, Hessekiel cited other significant cause marketing trends in 2015:

•  Using iconic branding to make a point (Coca-Cola replaced its trademark logo with "Labels are for cans, not people" to promote acceptance of cultural differences).

•  Promoting behavior change (AT&T's It Can Wait pledge to persuade motorists to stay off their smartphones while driving).

•  Educating younger generations (H&R Block's Budget Challenge initiative to teach financial literacy).

•  Creating multi-channel experiences (Coke's #MakeItHappy campaign to encourage positivity).

Cause marketing examples involving large companies can be intimidating for small and family-run businesses. But it would be a mistake to see cause marketing as only the purview of the big brands.

Micro-volunteering is one of the more interesting tools that smaller companies – or nonprofits and public agencies – could exploit in a cause marketing effort. Micro-volunteering involves bite-sized chunks of time that employees can give at work, home or almost anywhere in support of a wide range of causes.

NPR recently featured a micro-volunteering effort to aid blind people who live at home. In the story, a blind woman who needed help in identifying the ingredients she would use to prepare a meal hooked up online with a micro-volunteer. The volunteer, who in this story happened to be in a different city, and the blind woman connected via live streaming so the volunteer could read the ingredients of various bottles. The volunteered assistance took only a couple of minutes.

According to the website helpfromhome.org, popular micro-volunteer causes include animal welfare, environmental watchdogs, health, poverty and scientific research. The website says micro-volunteering opportunities let people "make a difference on their lunch break."

Make Your Messages Authentic and Audience-Centric

 Make sure your message connects with your audience. 

Make sure your message connects with your audience. 

Many of us know what we want to say, but have little idea of how to communicate our message effectively to the audience we want to hear it.

Quantitative research can reveal what arguments play best with which audience. However, that doesn't always translate into how to frame the argument so it resonates, sounds authentic and is believable. Sometimes, it just boils down to saying something in a way that is clear, not confusing.

Message testing usually requires one or more forms of qualitative research that involve listening to how people who are from the target audience react to the words you use – and noting the words they use to express the point you are trying to get across.

Powerful ideas can be powerless unless they are rendered in meaningful, accessible ways for the audience to which they are intended.

You wouldn't talk about a medical procedure the same way with doctors and patients. Doctors would want and need to know more of the technical details. Patients want to learn about outcomes and side effects. The level, tone and content would vary greatly, even if you were talking about the exact same thing. That is how audience-centric communications works.

Marketing campaigns often stumble by focusing on what you want to say and not on how your words will be interpreted, if heard at all.

The first step in communicating with an audience is to know as much as you can about that audience. If you craft your message so that your audience can understand what you mean and place it in a communications channel where they pay attention, you stand a much better chance of actually communicating, not just shouting into the wrong end of a megaphone.