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BECAUSE THEY CAN

Our clients expect exceptional service and an exceptional product. Why? Because they can! If they don’t feel like they are getting just that, they’ll take their budgets elsewhere to get it.

PHONE IT IN

Sure, sure. Everyone knows this deep down, right? But in a distressed economy, best be sure this concept is front and center. Now is not the time to “phone it in.”

Whether you are a fellow marketer or CEO of a major corporation, how we service our clients has just as much weight (if not more, in some cases) as the quality product we produce.

In my case, the product we produce is strategic marketing programs for Affinity brands. While the quality of our creativity is ultimately in the eye of the beholder … some wouldn’t know good creative if it “sat on their lap and called them ‘mama’” … proactive communication, astute budget management, measurable results and making your client look like the hero are all universal pluses we must continually leverage in order to establish and retain our solid client relationships.

THE PENDULUM SWINGS

Ultimately, history has proven that the economy is a pendulum that will eventually swing back in your favor. In the meantime, the customer service skills and practices we hone in these times of lean can make us more effective and competitive when opportunity once again abounds.

We purchased a 2003 Softail in July with the intent of joining some friends at Sturgis in South Dakota this year. In preparation for our trip, we absolutely had to invest in new apparel. Of course we purchased ALL Harley Davidson branded items…boots, shirts, hats, helmets, gloves, leather jackets, etc. As previous ‘Quad’ enthusiasts, we couldn’t wear our “FOX” apparel while riding our Harley! To mix another brand with HD would be “not cool”.

With doubts about riding our new hog for 14 hours, we decided to tow a trailer. As we pulled away from Kansas City toward Sturgis, we began to see other riders on the way as well. I noticed that with every passing vehicle pulling a trailer of bikes, or biker riding their Harley, my husband gawked out the window and gave them each a big wave. I found this rather humorous considering we were recent Harley Davidson purchasers. My husband would’ve never waved to anyone on a Harley, previous to our purchase!

Once we arrived at Sturgis, and the days passed, I noticed something else. Because of our choice of brands, we automatically BELONGED to something. It was an initiation without the rite of passage ceremony. We experienced an immediate acceptance into a new community of friends. How cool was that!

When you think about Harley Davidson, you automatically think motorcycle. However, it’s not just about the motorcycle. This brand is huge and few brands are as big as this. It’s life changing; a brand that goes way beyond just motorcycle. A true Affinity Brand for people from all walks of life, and they are slavishly devoted to it.

Way to go HD!

Whenever my wife and I have a couple of days available for an escape we head East and end up spending a couple of nights in what is fast becoming our favorite, short term get-away. Many people, even within the state of Missouri have never heard of Hermann, yet it’s a town we’ve developed a real affinity with. As I’ve thought about this I’ve decided it’s as much about what Hermann isn’t as what it is.

If you’re looking for a place where you can get lost in a book, stroll quiet streets, hear the sounds of insects or enjoy a glass of wine while watching the sunset over the Missouri River, then Hermann is your kind of place. If you want a lot of fast-paced entertainment, hip nightlife, and up-scale boutiques you won’t find any of that in Hermann. Because of what Hermann is and isn’t, we have a true romance with Hermann; a heart connection. I guess that’s why we feel such a strong affinity with this small Missouri town.

Established in 1837 by a visionary group of German immigrants it’s doubtful there was ever the intent of creating anything more than a great place to live and raise their families. In more recent years several entrepreneurs have purchased many of the area wineries and Bed & Breakfasts (or started their own) in pursuit of their own dreams. As their business ventures have gained success so has the popularity of this river community. However, I don’t think that either the founding fathers or the “reviving” fathers set out to make an Affinity Brand of their town. Instead, I believe they followed their own passions, their own hearts and created something that found resonance deep within their souls.

Affinity Brands tend to be born out of passion more than plan. They don’t’ usually appeal to the masses but a smaller group of people who value what the brand represents and offers. Sure, they can have broad appeal, and frequently they do but they’re not for everyone, and that in itself is part of the attraction. So, if you find yourself traveling on Interstate 70 between Columbia and St. Louis and see the exit for Hermann, venture south a few miles and see what kind of appeal this Affinity Town holds.

I’m sure you’ve all heard Starbucks is closing 600 of its stores. What I was surprised to find is that it probably has little to do with the economy and more to do with how they grew. In particular, this researcher’s quote from an article I read struck me…

“Passikoff said Starbucks tried to migrate its coffee brand into a lifestyle brand. ‘They came out with the movies and the books in the stores. There’s nothing wrong with that aspiration. But as part of this, they essentially took a step away from the core quality of the brand, which was the coffeehouse experience … What essentially they did overall was re-engineer the experience right out of the stores. So customers were standing in line, and there was no experience anymore. They were too much like everyone else.’”

As my company continues to focus on marketing for Affinity Brands, I think this goes to show how important it is to stay objective and keep it real. More isn’t always better.

Starbucks will bless a new generation of inbound Marketing students with yet another case study … unfortunately, not with another home run. Doing too much may have proven to degrade what made the brand affinity-worthy in the first place.

(Of course, this lapse in marketing judgment won’t stop me from my occasional non-fat hazelnut latte. Mmm.)

Here’s a link to the full article if you’re interested. http://www.star-telegram.com/business/story/742107.html

Whenever government or business suspects fraud, auditors never rely on testimony, hearsay, or opinion; instead they follow the money trail. Follow the money and you will find the motivation. Does your marketing motivation reflect your investment?

Sure, we follow Process for effective campaigns, but in the end after much discovery, diagnosis, and a prescription, you will still ask, “did we make the necessary investment for success?” A client of mine used to always ask me after establishing his annual budget, “what would the next thousand dollars buy me”? He understood buying power, and recognized that the last dollar always buys more than the first.

If you’ve ever built a house you understand this fact. Once the foundation, walls, and roof are complete, the rest is aesthetic. But it is also that which we receive the most daily enjoyment from. And as you would give caution to ‘over’ building in your neighborhood, similar caution should be given toward establishing your marketing budget.

The good news is that we can follow historical industry benchmarks for determining an appropriate budget. The bad news is that these same industry benchmarks include data from companies who have failed to spend appropriately and ultimately may have returned poor results.

The answer begins with effective Discovery. Begin every campaign with the due diligence necessary to identify the options for accomplishing stated goals. And just a little reminder: effective Discovery always begins solution-neutral. Self-diagnosis is the ‘cardinal sin’ we most often see committed by new clients. When you are consumed by the latest trend, every problem seems to require a trendy solution.

• First, make a commitment to honest Discovery.
• Second, trust the experts to Diagnose the symptoms.
• Third, commit to what the experts Prescribe.
• Fourth, Evaluate regularly and react to necessary change (p.s. expect change).

“For where your treasure is, there your heart will be also.” (Luke 12:34)

Have you noticed the number of ads reminding us that come February 17th, 2009 you will no longer be able to view television? The ads have been startling to some that do not understand fully what it all means. Even I am confused by the language of the ads I’ve viewed on the transition.

Neilson says approximately 17 million households receive their TV signals off-air. The FCC has allocated $40 subsidies for over 33 million households to purchase set-top converter boxes.

Unfortunately the highest segment of TV viewership will be affected the most. AARP reports ’silver’ Americans over the age of 50 watch an average of 5.5 hours of Television everyday. This is also the segment most represented in those receiving their only signals off-air.

Should we be concerned? You better believe it. The silver demographic represents the majority of those targeted by these ads. What we don’t know is how consumer purchases might be affected should this demographic suddenly go off-line. No TV signal means No Viewers. No Viewers means No Advertising. No Advertising means No TV. Get the idea? It’s a vicious cycle, but one that has been working successfully for a half century.

(NOTE: Viewers can register online or call 888-DTV-2009 for FCC DTV subsidy coupons.)

THE WORLD’S BUSIEST AIRPORT

I’m currently sitting at the Atlanta International Airport (Hartsfield Jackson). As we flew in from Florida a few minutes ago, the pilot welcomed everyone to Atlanta calling it, “the worlds busiest airport”. I wasn’t sure what he meant by busiest. Busiest as in the most planes arriving and departing? Per capita? Per gate? Per people working on their laptops (like me)? Most crowded hallways?

BUSY MEANS WHAT?

After spending this past week sitting on a beach, not being busy, it is a rude awakening to be reminded how busy life can be.  My friend Matt regularly reminds me that we are happiest when we’re really busy.  (Unfortunately, what he really means is we are distracted.)

For years I believed that busy was directly related to my ‘to do’ list.  Was that ever a farce?  I now believe “busy is as busy does” (Thanks Forrest!). It’s not about the length of your ‘to do’ list, rather it’s your ability to manage your to-do’s efficiently, within an expected time frame.  Okay, maybe not genius talking, but for those of us who’s ‘to do’ list are rather long, be encouraged - it’s up to you - busy means what? Busy is as busy does.

MORE THAN PRODUCT PLACEMENT…

We’ve all heard the term Product Placement and have easily identified embedded products when watching movies, television, or gaming. Early on, this trend began intentionally as part of effective scripting. Usually intending to catch the audience’s attention or to create a humorous moment; reminding the audience of their current reality. Remember E.T.’s Reese’s Pieces?

ENTER BRANDED ENTERTAINMENT…

More than sponsored product placement, think of creating your own content, where subject matter revolves around your brand, at minimum “branded presentation”. It’s Product Placement evolved, but more effective for those willing to control the story and underwrite the content production & development. Not as expensive as it used to be, more channels to access than before, and more talent to tap. It can only make sense.

REVENUE STREAMS?

Could your product (or service) support branded entertainment content? (Affinity brands regularly meet the requirements.) How about an original movie? TV Series? Direct to DVD? YouTube Short? There’s a media channel for every budget and comfort zone. If you have the opportunity - take it!

THE PIXAR TOUCH

I’ve just completed the book ‘The Pixar Touch - The Making of a Company‘ by David Price. It’s an interesting read that everyone involved in developing a company should read. I was reminded of three things… 1) the journey is never what you intend or predict, 2) the world is indeed small, and 3) significant outcomes require significant talent.

INFLUENCING POP CULTURE

Few companies have influenced pop-culture as much as the companies so carefully connected in this book. Companies like Apple, Disney, LucasFilms, Microsoft, etc. Throughout their development in the 70’s and 80’s these companies regularly came in contact sharing ideas and even personnel.

REAPING REWARDS

It’s fascinating that none of these companies were working within an established industry, rather, they became the establishment. As a result they reaped many rewards.

Yes, it is a USB memory ’stick’. Literally. At first glance it might suggest that memory grows on trees. Hah. I found this recently on the web and thought is was worth sharing. It is made by a company called Oooms located in The Netherlands.

Oooms markets various interesting designed products. Check them out.

A great example of a company that focuses on a niche market of unique products.

Three ‘musts’ for effective marketing…

• Differentiate
• Demonstrate
• Sustain

In the words of Dr. Phil, “how’s that working out for ya?”

HAPPY 4th!

After a busy day of fourth-of-July activities; hot dogs and burgers on the grill, a cool swim after riding dirt bikes… everyone worked up to the big finale, the annual city fireworks show on the edge of town.

It’s a huge event, everyone is goes. The fireworks are spectacular and usually last an hour or so. The local radio station simulcasts patriotic music so you can crank the car stereo and enjoy the big event with all your senses. Seeing the burst of color, explosions that rock your lawn chair, being so close that you can feel the heat and smell the gun powder. In fact, you better keep your mouth closed or you might get a taste of it as well.

So, we’re ready to go, the kids are in the car.  Oh wait… I just remembered, we stopped at a road-side stand earlier and bought fifteen dollars worth of sparklers, smoke bombs, and some spinners that whistle?  Okay kids, who wants to stay home instead, and make our own fireworks show? A few pops and a sparkle; overcome with smoke, and three duds that won’t lite?  We’ll miss the big event?  There will be lots of people there?  Music on the radio?

It’s the difference between going to the zoo, or going to the petting zoo.  Guess which one wins out every time?

Affinity brands create brand-experience.

One of the benefits of affinity brand marketing is that our work usually has less to do with actual products and more to do with the community or environment surrounding a brand; and that is where ‘affinity’ comes in.

For years I struggled with identifying Premier Studios as a marketing company for fear of anyone insinuating that we ‘prop-up’ brands or products. I have never been comfortable with the reputation many marketers have for ‘manipulating consumers’. You know the drill; presenting products as more than they really are. Okay… lying about them. I know you’re shocked and can’t imagine that such an honored profession would stoop so low.

Remember, affinity brands eschew quality! Customer service is usually exceptional, even sometimes legendary. Three certainties of affinity brands… quality, community, and timeless. So where does that leave us? Our expertise is about everything surrounding the brand. And those surroundings are what makes brands thrive.

If every brand were an affinity brand, we would live in an honest world. Affinity brands are usually those products and services that owners speak proudly of, and are eager to defend. Marketing for affinity brands is about creating community and a place for the brand to thrive, sometimes in the digital space, but not always.

But what about those other brands? Those that aren’t quality, and few people would admit to owning. Usually the lowest priced, and perceived as a bargain. You know who you are. Don’t call us and we won’t call you…

AFFINITY BRANDS = LIFESTYLE

We all have them. Those brands in our lives that reinforce our ideals of who we are. As a brand enthusiast, you belong and relate to a group of other like-minded individuals; earnestly blazing the trail, championing what? Affinity brands! The most elusive, yet lucrative, brand category today.

While Apple has only 8.1% of the market, it is those individuals that make up the 8.1% that matter. They are the ‘it’ crowd. They are 9 of 10 college students who carry laptops, and 40% of students planning to purchase a computer. Only 8.1% of the market you ask? But look at who the 8.1% are.

That is what makes an affinity brand so special. Market share is meaningless to affinity brands. In fact, a strong attribute of affinity brands is that they are sometimes perceived as having limited availability, or even exclusive in the market.

CONSPIRACY?

So imagine for a moment if Apple held more market share than any other computer manufacturer. How would that change your perception of the perceived cult following. I smell a conspiracy! Intentional? Absolutely not. Affinity brand marketing? You betcha.

Microsoft and Essential Research recently completed a study finding that, “Luxury brands need to do a lot more than simply post their ads online if they want to get noticed on the Web. And they better quit using pop-up ads, too, because the rich find them annoying.”

Alex Charlton, a partner at Essential Research stated, “the three core purchase motivations are indulgence, exclusivity and status. Don’t just focus on the rational benefits, entertain them. Extend the in-store experience online and welcome them to ‘the club.’ You need to create a seamless integration of the physical and digital brand experience.”

He also said that just as consumers expect more from luxury brands, they also have higher expectations for their ad campaigns. “You need to raise the bar,” he said. “Use the latest tools and techniques, animation, sounds and new formats such as expandable banner ads.”

MY AFFINITY BRAND

One of the most overlooked attributes of affinity brands is the fact that they are sometimes restored or collected. One of my most prized possessions is a 1967 Camaro SS Convertible. Several years ago, we did a frame-off restoration and it turned out really sweet. It was actually already in decent shape, however we had recently acquired one of the final 1000 production-run, 2002, 35th anniversary Camaros, and suddenly the old 67 just looked… well, old.

I can’t really say that I acquired an affinity for Chevy. Truth be told, I inherited it. Actually it was from my father-in-law. He’s a Chevy man. So I guess affinity for a brand can also be inherited?

Ultimately, it comes down to this question, “where are you easily influenced”?

Can you think of some affinities for brands that you inherited?

**EDITORS NOTE**

Camaro is returning in 2010 with the all new Camaro, most recently featured in the movie “Transformers”. Here is a sneak peak…

I have spent most of my career arguing against the existence of ‘the dumb audience’. The thesis for my graduate dissertation was on this very subject.

It’s similar to the stories of Big Foot except no one has been able to come forward with any evidence. Not even a blurry picture.

The temptation is to s-p-e-l-l -i-t- o-u-t for the audience. When in fact you should rely on the careful expectation of assimilation by the audience; relying on the audience ability to interpret and internalize a message uniquely within their own ‘psych’. Regardless of the message, the ability to apply it to ones own need to interpret is what usually makes a message significant and seemingly unique.

Always create the message for an intelligent audience, because that is who’s listening. The mind consumes even the most jumbled message…

NOT CONVINCED, TAKE THIS SIMPLE READING TEST… (just read it out loud)

I cna’t blveiee taht I can aulaclty uesdnatnrd waht I am rdgnieg.

THE PWEOR OF THE HMUAN MNID

Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt thnig is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can stlil raed it wouthit any porbelm. This is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.

Amzanig huh?

Found this ad on the web recently. Thought it was worth sharing…

For whatever reason, earlier this week I became overtly sensitive to the words ‘social media‘. It seemed I couldn’t have a discussion without someone using the term (mostly out of context).

A recent Coremetrics‘ “Face of the New Marketer” study found that 78% of marketers see social media as a way to gain a competitive edge, but fewer than 8% have identified budgets for it in 2008. 88% of marketers who use social media plan to spend more on it in the next 12 months, and 31% of those said they plan to spend “significantly more,” (Prospero Technologies research).

While some companies have identified opportunities to utilize social media, few truly understand how to use it, much less know where their target audience can be found online. The only certainty is that they are online.

So how do you define social media and what can it accomplish for you? First of all, it’s difficult to understand much - when you try to put it all in one pile. Anymore, it seems ‘everything’ is social media. Discuss anything that is effective or innovative online and someone will inevitably identify it as social media.

Don’t fall for the myth that social media will somehow allow you to reach the influencer’s, who in turn spread the word about your brand. New studies clearly show that it is not the influencer’s that spread the word but rather the easily influenced. Get the idea? (More on this later…)

I like this definition, “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning, as people share their stories, and understandings.”

Yes I know that sounds so 2.0? But get ready for 3.0.

The U.S. just recently celebrated the 50th anniversary of the interstate system. Were you there? …At the party? Well, neither was I. In fact I doubt anyone held a party other than a few bureaucrats at the Federal Highway Administration.

What began in 1956 actually; when President Dwight D. Eisenhower signed the Federal-Aid Highway Act of 1956, has since become a part of our culture; an integral part of the American way of life - the Interstate System. Something that we take for granted everyday.

Fifty years later, enter the internet. Also described as a Super Highway; connecting all points and destinations. But very much still on the forefront for developers and entrepreneurs alike, all striving to leverage an opportunity.

While we are still in the infancy of this new ‘Super Highway’ system called the web, we have already begun to have feelings of complacency and entitlement. There it is. We expect it to be there when we need it.

Thought for the day. During the last 50 years the U.S. population has doubled from 150 mm to 300 mm.

I CAN’T TAKE IT ANYMORE

Twitter, Linkory, Oovoo, Hi5, they keep coming and I can’t keep up. Please stop with the invitations!

And all supposedly Social Media sites that are the next big thing.  I don’t think so.

Viral has become the end to the means. Separating out the Influencer’s from the easily Influenced.

Truth is… we are a society that is drowning in great ideas. And this wonderful platform we call ‘web’ is larger than all of us.

Apparently there aren’t enough of us to go around.

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