PR 101

I handle the airline reservations for my in-laws. They are going on a trip soon so I printed out their itinerary for them for planning purposes. They are flying on two airlines – Delta and AirTran. The Delta itinerary was five pages long. Besides the basic information about flight times, it contained pages and pages of redundant information. In contrast, the AirTran itinerary was 1.5 pages long. It contained only the needed flight details.

Bloggers note: AirTran has been acquired by Southwest Airlines. It will soon be absorbed into the Southwest network.

As I watched the Delta and AirTran pages stream out of the printer, it made me think about marketing campaigns that do essentially the same thing the two airlines did.

A lot of campaigns are just too complicated, complex, and confusing. It’s the old saw about too many cooks. Too many executives, both at the client and the agency, with different views have had to sign off on the campaign. Before each of them gives their approval, they insist on adding in what they think is important. By trying to everything to everyone, the marketing campaign ends meaning nothing to anyone.

My question always is when I see one of these campaigns, wasn’t somebody paying attention. I always think back to what Kevin Brandt, a senior executive at a Milwaukee agency, said to a class I was taking: “the words I never want to hear from my team are ‘hey, you know what would be cool … ’”

Sometimes those campaigns end up just looking stupid. Other times, they are downright insulting.

Look at the recent Kenneth Cole Twitter campaign, which coincided with the uprising in Egypt: “Millions are in an uproar in #Cairo. Rumor is they heard our new spring is online at (sorry, but I not dignifying that with the URL). So let me get this straight, people are risking their lives to free themselves from an oppressive, brutal dictatorship. Kenneth Cole sees this as a good platform to sell shoes.

When Groupon’s incredibly insensitive Tibet Super Bowl ad was roasted worldwide, one of the defenses was that people were now talking about the discount service. Yeah, there’s a client meeting I would like to attend. “Well, I have good news. We have raised awareness of Groupon to 87 percent of the targeted audience. Isn’t that great. Of course, they all hate us and are talking about organizing boycotts, but they know who were are.”

One of my “favorites” is the ad for the gout treatment Uloric. It shows some poor schlump hauling around a giant beaker of uric acid. He gets on a bus for goodness sakes. Would you want to sit next to somebody hauling around a container of sloshing disgusting liquid? He then takes the magic drug so the beaker shrinks down to a size small enough to fit into his fishing creel. Yeah, that’s what I take along when I go fishing – something guaranteed to scare away every aquatic animal for miles.

I am not trying to minimize gout. I know it is a serious, painful, often debilitating condition. But there was no way I could focus on that while watching this guy schlep around a couple of gallons of uric acid.

While I don’t know the insides of any of those campaigns, I have worked at a major agency where I have sat in on creative meetings. I have seen what happens to a campaign when too many people get involved. What should have been a simple message about a client’s product becomes a mishmash of bad ideas and bad execution.

That’s why there is an advertising slogan I keep in mind: “Know when to say no.”

The method for turning a product into a brand is a bit like the old alchemist’s dream of turning lead into gold. Expect that converting a widget into THE WIDGET is a process that actually works.

Still, as I said last week, making that conversion is as much an art as it is a science. It involves mixing the hard sciences of research, planning, and design with the art of marketing. And make no mistake, good marketing is an art.

When I first got involved in marketing 10 years ago, I was told the rule was that public relations created a brand and advertising maintained it. It was usually a fairly long process. And although does happen sometimes, an established brand rarely goes away. There were exceptions obviously – the Ford Edsel comes to mind.

Social media has changed all of that. While it is still takes awhile to build a brand, social media can destroy a brand faster than you can say “United Breaks Guitars.”

So what has to be done in this era of social media to create a brand and make it stick in a consumer’s mind as something they need to have?

To be a successful brand, a product not only has to be different, but it has to have value in the consumer’s mind. A brand has to standout from all of the various messages a consumer it hit with. It has to convince a consumer that it will provide quality, it will be dependable and it has value. It has to convince a consumer that this product is the one which to spend money.

The obvious thing is that the campaign starts with a great product. Generally, that’s the foundation of a branding campaign. However, to this day I do not understand how the pet rock ever got popular. Sometimes there is just no accounting for taste.

Now, remember a brand does not exist until it is fixed the consumer’s mind. Until a consumer assigns value to the product and decides its different from other products, there is no brand. So the key is to convince the consumer to see the value in the product.

The product needs to be defined by what makes it unique. The brand needs to not only sell itself by what it does, but it needs to resonate emotionally with a potential customer. In addition, the product has to be able to demonstrate it delivers consistently better performance than its competitors.

That brand message has to be consistent. A lot of brands lose their mojo when for some reason; someone decides to change the messaging. All that does is confuse consumers. Confused consumers go someplace else to fulfill their needs.

The three key points of branding are:

• There needs to be a central point from which the brand flows. Think about Apple Inc. – all of its marketing focuses on creating a digital lifestyle.
• Any slogan has to agree with the central branding point. Think about the Apple IPad slogan: “Thinner. Lighter. Faster. Facetime. Smart Covers. 10 Hour Battery.” It dovetails extremely with Apple’s central branding point.
• The campaign has to define the product’s personality. Again, think about Apple. Go to any of its product’s websites. The same message resonates over and over – its products help you create a cutting edge digital lifestyle.

This where social media makes things better, and at the same, makes things a lot more dangerous. Social media can build a brand faster than any other method. But it can also destroy a brand faster than any other method.

I will talk about that next week.

Times are tough. We all know that. I decided to post The Man Rules to give everyone a break. I hope you laughed as much I did when a friend sent it to my wife and I. By the way, they are funny, but they are also true.

At last a guy has taken the time to write this all down. Finally, the guys’ side of the story. We always hear “the rules” from the female side. Now here are the rules from the male side.

These are our rules! Please note these are all numbered “1″ ON PURPOSE!

1.   Men are NOT mind readers. FIRST & FOREMOST RULE

1. Learn to work the toilet seat. You’re a big girl. If it’s up, put it down. We need it up, you need it down. You don’t hear us complaining about you leaving it down.

1. Sunday sports, it’s like the full moon or the changing of the tides. Let it be.

1. Crying is blackmail.

1. Ask for what you want. Let us be clear on this one: Subtle hints do not work! Strong hints do not work! Obvious hints do not work! Just say it!

1. Yes and no are perfectly acceptable answers to almost every question.

1. Come to us with a problem only if you want help solving it. That’s what we do. Sympathy is what your girlfriends are for.

1. Anything we said six months ago is inadmissible in an argument. In fact, all comments become null and void after seven days.

1. If you think you’re fat, you probably are. Don’t ask us.

1. If something we said can be interpreted two ways and one of the ways makes you sad or angry, we meant the other one.

1. You can either ask us to do something or tell us how you want it done – not both. If you already know best how to do it, just do it yourself.

1. Whenever possible, please say whatever you have to say during commercials.

1. Christopher Columbus did NOT need directions and neither do we.

1. ALL men see in only 16 colors, like Windows’ default settings. Peach, for example, is a fruit, not A color. Pumpkin is also a fruit. We have no idea what mauve is.

1. If it itches, it will be scratched. We do that.

1. If we ask what is wrong and you say “nothing,” We will act like nothing’s wrong. We know you are lying, but it is just not worth the hassle.

1. If you ask a question you don’t want an answer to, expect an answer you don’t want to hear.

1. When we have to go somewhere, absolutely anything you wear is fine – really!

1. Don’t ask us what we’re thinking about unless you are prepared to discuss such topics as Football or Hockey.

1. You have enough clothes.

1. You have too many shoes.

1. I am in shape. Round IS a shape!

Thank you for reading this. Yes, I know, I have to sleep on the couch tonight; but did you know men really don’t mind that? It’s like camping.

Pass this to as many men as you can – to give them a laugh. Pass this to as many women as you can – to give them a bigger laugh.