Integrating Communication: Engaging Your Audience

6 10 2009

Too many people think that integrated marketing communications (IMC) is only about making all your messages match. At its most basic, some see IMC as branding: using the same logo, colors, and tagline in every communication piece. But in reality, IMC has little to do with making everything look the same, at least for successful IMC. No, IMC is about engaging individuals and groups across your stakeholder spectrum, through synergy and appealing to their hearts and minds.

For Example: Queensland, Australia’s “Best Job in the World” Campaign:

This campaign embodies IMC. It’s about building relationships and engaging stakeholders, through an innovative message that is carried and translated across multiple media channels.

oh…and in case you want to know which video application won?

Epilogue:

A successful IMC campaign should have continuity, and a sense of permanence to it. Of course, this was fully built into the Queensland campaign:

http://www.islandreefjob.com/





Power to the Classroom?

27 09 2009

So, President Obama thinks kids need even MORE time in the classroom? Typical.

I think we’re all missing the point. Kids need more time with parents who are willing to teach their kids. If Obama wants to fix America’s problems, he’ll write legislation that requires parents to show their kids an iota of attention, and build a society centered on the family.

A wise man once said: No success outside the home can compensate for failure inside the home.





Know your Target Audience OR In which the President Didn’t know His

9 09 2009

My kids asked me if they could listen to Obama’s speech about education. I had nothing wrong with it, remembering the classic speech from Ronald Reagan to the nation’s children after the Challenger blew up.

After the fact, though, it turns out that this was nothing like “The Great Communicator’s” speech, as complaints labeling it “propaganda” and “brainwashing” seem to be the common reaction.

My complaints don’t necessarily fall on political lines, however. No. My biggest problem with Obama’s speech is that he missed his target:

He gave a “don’t quit school” speech to kids who aren’t old enough to realize that quitting is an option.

I’m not worried about my kids, they’ve got two teachers as parents…but we should probably be worried how horribly off the mark Obama was in this regard.

From a communication perspective, it shows that 1) to make a great speech, you have to know your audience and 2) Even the president can get so wrapped up in good intentions, that he can fail rule number 1 in public speaking.

Compare Obama’s speech to Reagans, and I think the picture becomes clearer:





Cult-Celebrity Branding: A lesson from the NBA

9 04 2009

Any theorynpractice regulars will know of my bias towards covering the NBA on this blog (I’m sorry, it’s just fun to pull out public relations learnings from stuff that happens in the NBA, for good or for bad). This one I couldn’t help but bring out. And I’ll start with a question:

How do you build a cult-celebrity inducing brand? 

Tapping into pop culture and gaining a following that transcends mere consumer favoritism is arguably the Holy Grail for many companies.  In fact, there have been a slew of books written about it, and yet, it’s anything but an exact science.

The fact of the matter is, it may very well be serendipitous, a combination of being in the right place at the right time, and viewed by the right people–especially if they’re keen on satire…Today’s example comes from, where else?, the Los Angeles Lakers, where a relatively under-known player has garnered some major attention. Sasha Vujajic, from Slovenia, is a 3 point specialist for the Lakers, who is often fondly referred to as “The Machine”. The nickname has a fuzzy origin, either initiated by Kobe Bryant, who said he’s a machine, or by Vujajic, himself, who said he shoots like a machine. One Laker fan decided to run with it, and has created a buzz-worthy set of videos, including a game vlog built around The Machine character.

Now, the video is a crude representation of Sasha, and could even be considered offensive. Though, taken in fun, it could also be considered invaluable publicity for the Lakers. Vujajic’s response, though somewhat ambivalent (see video below), may be a valuable lesson for other companies that may find their brand interpreted perhaps incorrectly in the spotlight.

The Lesson:  Run with it (with in reason). Celebrity and popularity, unfortunately, are up to the audience, and, therefore sharing brand building with fans, customers, etc., may be essential in building a cult brand, even if it doesn’t represent the company’s own intended image.





Leadership Lessons from the Easter Egg Roll

4 04 2009

This is a tale of leadership mayhem, good (albeit faulty) intentions, and unintended consequences…and perhaps, there may be something to learn from in it…

Every year, the White House puts on a big shin dig Easter Egg Hunt  Roll, where anyone can come and enjoy the season on the White House lawn. Usually there are hundreds of things for the kids to do, free games, free food, celebrities, and photo-ops with everyone from the Easter Bunny to Mr. McFeely. 

The only “price of admission” has been your own determination to sit in line overnight to get tickets. Last year I weathered the chilly late winter weather and lived the life of a vagabond in line outside of the White House for tickets. It was cold. It was exhausting. But it was worth it, because, in the end, I showed my true-blue American patriotism to take my kids to an event that they would never forget (Trust me, I took enough pictures to make sure they NEVER would).

This year, while waiting for the day and night to go vagabond again, my wife and I were dismayed to find that *someone* had changed the routine, and put the tickets online. For the sake of fairness, inclusion, and reaching a welcoming hand out to anyone and everyone (you know, the American way), the process was made electronic so all could access this truly American event…

At least that was the intention.

Nevermind that people who camp out all night are vicious, die-hards who are quick to call “no cutting!” Never mind that everyone from local hotel conceirge’s to less-fortunate downtown residents without a permanent home (Yes, homeless people) charge upwards of $100 to wait in line on behalf of someone.  Nevermind that this is a unique one-time a year event, almost as unique as a local sports team winning a game. No…this was for the American Way!

The result: the tickets were gone in minutes, and the only place to find them is on Craigslist selling for $50 a pop.  And notwithstanding White House efforts to stimy online sales, no amount of policing of ticket hawking will stop the tide.  It wouldn’t have been half as frustrating if the white house site was prepared for the millions of hits it would get and didn’t crash so often. People ended up camping out in front of their computer for 24 hours trying to get tickets.

So what do we learn here? Unintended consequences can ruin good intentions. And I think it’s a leadership lesson, above anything else. All too often in leadership, someone may come up with a good idea and latch onto it. Offer Easter Egg Roll tickets online! Fantastic idea! Think of the praise for such an innovative idea! And while many may say leadership is born in good ideas, such as this one, it’s not the idea that makes the leader, it’s a leader’s foresight that determines his or her leadership acumen–as in the foresight to see the consequences of offering tickets to Obama’s first Easter Egg Roll to an online world with millions starving for an opportunity to make a buck, or 50.

Then again, maybe I’m just peeved that thanks to change in standard operating procedures, I don’t get to take my kids to the Easter Egg Roll, and someone from Colorado is selling my tickets to the highest bidder….

I like my other reasoning better though.





The NBA: It’s PR-Tastic!

5 03 2009

you’ve got to love the NBA. With each new season, David Stern seems to out-do himself in reaching out to the broadening and emerging publics that support (or could support) the NBA.  In a stunning new move, the NBA introduced Noche Latina or an appreciation night for all things Latino.

In response, several teams donned jerseys in Spanish…well almost (including my Lakers):ept_sports_nba_experts-256693482-1236181230Nice move by an organization that recognizes its rapidly expanding public-base. But, I would have liked to see them take it a step further. Adding a “los” to the team name doesn’t exactly equate spanish translation. I say: don’t hold back NBA, let’s translate the names completely:

Los del Lago (the Lakers)

Los Sol (the Suns)

Los Caliente (the Heat)

Los Cohetes (the Rockets): which is an interesting case in and of itself, as the Rockets added a Chinese flair to their jersey and logo as soon as they drafted Yao Ming several years ago…so, I guess you could call them the first Chinese-Hispanic fusion team!

ept_sports_nba_experts-4703945-1236186663





Forget the jersey, let’s talk about a FedEx Holiday

17 02 2009

As you probably know, I love highlighting unique cases of public relations where public interest and opinion clash with corporate agenda.

I found one such example browsing sports news this morning. In an unprecedented display of love for a Fortune 500 company, Memphis opted out of flying the corporate colors of FedEx on a special FedEx appreciation night. Apparently, the jersey (pictured below), would cause a local and national enrage about capitalism gone awry…

Well, I say, what’s worse? Displaying the corporate colors or dedicating an night to “appreciate FedEx”? I mean, isn’t it bad enough that FedEx has now become a verb for sending package (even when we plan on sending it via UPS)? Why aren’t we talking about turning a non-commercial basketball exhibition into a corporate-endorsed activity? Euro jerseys don corporate emblems, and NASCAR drivers are ad incarnates for their sponsors. I guess if you consider this is an NCAA-no-corporate-endorsements-allowed event, then you can say otherwise…

But at issue here, says I, is why aren’t we questioning FedEx Appreciation night? Maybe it’s a matter of diverting attention with this about-face on using the corporate colors on the jersey. You may disagree with me, but backing off on using the corporate colors sure looks like they’re diverting attention, and it seems like the type of stuff that gets PR practitioners derided rather than praised…





Surprise, Surprise

30 01 2009

AP NEWS ALERT: Exxon Mobil shatters US record for annual profit

The economy is down to a 25-year low. Layoffs are at an all time high. And somehow, Exxon Mobil is turning a profit…and not just a good profit, but its breaking ITS OWN RECORD for a US Company.

Somehow, I don’t think many of us are surprised. In fact, I don’t think any level of public affairs can change the brewing suspicion that Exxon Mobil has been pillaging our wallets. Piracy at the gas pump.





A Sign of the Times

23 01 2009

I like to find quotes that reveal, perhaps, more than what the quoted thought he or she was communicating. Here’s one that I just couldn’t ignore, from an article in Yahoo Finance about the sagging economy, and consumers’ new aversion to spending…

“People are so scared they’re starting to save.”
-Howard Davidowitz, chairman of New York-based retail consultant and investment bank Davidowitz & Associates.

I don’t know if this is more a tongue-in-cheek comment, or indictment of the American way of life.





Branding the Presidency

9 01 2009

A book I’d like to see Obama write in 10 years: “My Trip to the White House, Or, How I Used Time-tested Branding Strategies to Win the Presidency”

–Obama, if you’re reading, I get royalties for the name, or I at least get a dedication in the acknowledgements section…just a thanks BG?–Then again, maybe I’ll write the book..

From his original logo in which the O doubles for a sunrise (or is it a sunset?) to just about everything else in his campaign, Obama branded himself into popularity. I don’t think we’ve had a president with such pop-celebrity in at least a generation. And yet, he came out of virtually nowhere to take the entire media world by storm.  And…it’s all thanks to branding. Either that or his charismatic personality and emotional leader persona…

Now, as even after he’s won, he’s still going.  Only this time, he’s going Comic-Con…

Obama Spider-ManYep, Obama’s now infiltrated the Geek demographic.    Not to mention, he gets a glowing recommendation from Marvel Editor-in-Chief: “It was really, really cool to see that we had a geek in the White House. We’re all thrilled with that.”

It doesn’t matter which way you lean on the President-elect, you’ve got to recognize his unique branding approach to winning…

Note to McCain: It might have been a closer race if you would have done more for you logo than slap your name on a blue background and underline it.  That, and maybe if you had chosen a different running mate.