Half-baked Ideas and AMC’s “The Pitch”

April 23, 2012 | by Brian Ells | No comments yet

One thing I’ve discovered in this business is that when you have the right idea, it’s immediately clear. When you bounce ideas around for hours, it’s because they’re half-baked. The right idea comes to you crispy and golden brown.

AMC’s new series The Pitch could use a few more minutes in the oven.

Imagine if you took Mad Men, trimmed it down to just the creative team and pitch meetings. Interesting, yes? Those can be the most entertaining parts of the show. Now set it in the modern day. It loses its 60s’ flair, but OK, still worth a look. And last week, after “Mystery Date,” the April 9^th episode of Mad Men, television was given a sneak preview of its next advertising show.

“Next on AMC, the AMC original series, AMC’s ‘The Pitch’”¹

Each week, the show will feature two agencies vying for a new piece of business. The premier episode featured Los Angeles’ WDCW and McKinney, from North Carolina. The client was my favorite and yours, Subway. The specific target was to market Subway breakfast sandwiches to 18-24 year olds.

The teams came in, were briefed by the overweight marketing department at Subway corporate², and then sent home for a week to work on their concepts. A week later they come back, pitch and one is chosen.

And the problems started right in the briefing meeting. Years ago, WDCW did some work for Quizno’s. This makes sense; if you liked their other work in this field, why not give them a try. But Subway didn’t like the Quizno’s work. I instantly get a red flag. Was WDCW being set up to lose? We’ll see.

When the agencies get home and meet their creative teams is where I noticed The Pitch to be little weak. Think back to the Mad Men equation earlier. But now take away a writer’s room. A large conference table filled with people coming up with the perfect metaphor for the characters’ personal lives. That second layer is taken away, and with it, any depth. This doesn’t seem like a show, it seems like my life.

Watching teams throw ideas to their creative directors was just as uncomfortable as it is in person. When you give an idea for a tagline or ad concept, and all your CD does is squint, rub their face, and yawn, it doesn’t feel good. You can sit for hours and be so proud, and instantly get shot down. Add to that the stress of a predetermined timeline. As Jonathan Crude, Chief Creative Officer at McKinney says in the episode, “This is what’s so hard about this business. People ask me ‘Oh, creativity.’ And it is great and it is creative, but it’s pressure too, because it’s not ‘Go paint a painting.’ It’s ‘Go be creative and make sure you do this and make sure you do that and make sure you do it in the next 24 hours. See you then.’”

These agencies may be the size of my high school, but having more people doesn’t mean ideas come easier. At least not good ideas. Looking in on these meetings, even I knew some of the ideas would never fly.

The teams each work for the week, mocking up print ads, billboards, coupons, and commercials. And then it’s time to present.

This was the segment that could use more focus. These meetings can easily go on for an hour, but both team’s pitches were finished within eight TV minutes. And those minutes that were shown were rambling, with sentences started and stopped, and a lot of blank stares. Some of this is the magic of TV editing, but AMC didn’t do the presenters any favors.

In the end, Subway decides to give the work to McKinney, though they didn’t mention which of their two presented concepts was chosen. (I haven’t either in print or on TV, so maybe it took on a new bent before it hit the public.)

One note in Subway’s direction – Hey Subway! You brought WDCW in because of what they do. Which you weren’t a big fan of. They did what they do. And you rejected them for it. THEY WERE SET UP TO LOSE.

WDCW was known for their big concepts. Their zAMbies (get it? Zombies, but with an AM?) campaign was certainly a big concept. And it was good.

The Pitch is not a bad show. But who is this directed toward? Mad Men fans are going to find it too boring and perhaps won’t understand the realities of the industry. Those in the advertising industry may be more unfriendly – doctors don’t want to go home and watch Grey’s Anatomy, tattoo artists don’t care about LA Ink. And without steady characters to care about, what is there to bring me back?

The show returns Monday, April 30 at 9PM. Let’s hope AMC used these three weeks between episodes let the show finish baking.

¹ Their station identification is really brutal.
² Way to live the brand, guys.

Creating Brands that Consumers Absorb

April 11, 2012 | by Angelique Kuzon | No comments yet

I’m a Mac.
I’m a Pepper.
I’m a Wen Girl.

How did they do it? I’m a marketing communications strategist. I should have seen it coming. But that is the power of a strong brand with an even stronger strategy. These companies not only know the power of associating with their audience but also how to induce the consumer to adopt their brand. These brands target certain aspects of my personality and that is what draws me in. I feel cool, creative, smart and fortunate to be within these exclusive cliques (communities). They developed taglines that start with “I’m a …” Consequently, I’ve absorbed the brands. And I’m loyal.

T-Shirt credit and props to http://obviousdiversion.com/general/mac-cult-meeting-shirt/

So, how do you create an absorbable brand? At this point, you can name your target audience and understand what fuels your target to make a decision when selecting one product over another. However, if you take it a step further and get to know who they ARE, now you have the details to transform and create loyalty.

Ask: How does your target audience see themselves (or want to see themselves)? What are their personality traits and characteristics? With what do they surround themselves? Where do they hang out, and why? Are they intelligent, creative, and fun? Or maybe they are hard working, loyal, and down-to-earth. What is it about themselves that they’re most proud of? It’s an identity thing. And here is the next critical step: Present your product to them in that same light. Give your product their identity. Use your marketing and advertising to create a community that your targets will be proud to join. Can you hear that? One of your customers is already saying, “I’m a… insert your product name here!”

Full disclosure: I am writing this while drinking my Grande Starbucks, at Barnes & Noble, typing on my Mac. Oh yeah. And my hair looks Wen fabulous while I am doing it (free of nasty sulfates).

Blake Griffin. Not Your Average Spokesman.

March 5, 2012 | by Brian Ells | No comments yet

In my last post, I talked about jingles. Today, I want to talk about a different advertising gimmick – celebrity endorsements. And I don’t want to complain! I want to give a thumbs up!

So, thumbs up Kia! I’ve never owned or even driven one of your cars, but I really like your new commercials.

Some background. Basketball is my favorite sport. I like football, but it’s never been as enjoyable to me as basketball. Back in my days in the Chelsea Youth Basketball League, I scored a crisp four points in two years. Pretty, pretty good.

ANYWAY, sponsorships are nothing new in sports. Athletes have long appeared in commercials for shoes, video games, and bland, assembly line sandwiches. (There goes my Subway sponsorship.)

Last year, after NBA forward Blake Griffin won the 2011 NBA Slam Dunk Contest by jumping over a car – a Kia Optima, they signed him to a sponsorship deal. Their first commercial was a dramatic representation of the dunk. “Not your average dunk. Not your average midsize sedan.”

This year, they tweak that line to “Not your average spokesman. Not your average midsize sedan.” The commercials also feature less melodrama and more humor.

There are four that I’ve seen so far, but there are two I really like.

I like that the jokes are visual – the dialogue is all business, but when Blake leans forward to stretch out his leg, I laugh every time. The ball balancing on his finger, even after is stopped spinning, is less subtle, but Blake’s stoicism sells it. And of course, there’s the randomness of Blake being at your campsite or salon. Someone who is just listening to a game while on their computer (or is blind) isn’t going to appreciate these as much as I do. Television is a visual and aural medium, it’s nice that they use them together.

When Blake isn’t embarrassing ex-Celtics, he’s probably not driving a KIA, but I appreciate these ads none the less.

10 Things I Know About … Good PR

December 29, 2011 | by Rich Suitum | No comments yet

As originally Published in Worcester Business Journal, August 17, 2009

10. Have an objective
Jumping into new trends like Facebook and Twitter does not make sense if you don’t have true content. If everything you publish is a sales pitch or “fluff speak,” you will be ignored.

9. Have a defined message
Any PR effort should have one easy to understand message. Discussing numerous new products and an upcoming event together dilutes the message of each of them.

8. Be relevant
Your message should be as important to your audience as it is to you. Make sure you connect to your audiences’ wants and needs.

7. Respect your audience
Your audience determines your tone. You don’t talk to your boss and your bar buddies the same way. Know your target and address them properly.

6. Find your audience
No media outlet reaches your entire audience. Familiarize yourself with their demographics and if your story relates to a certain sub-culture, find the publications and websites that cater to that audience.

5. Position yourself
For your company to be successful, you have to be unlike everyone else. Show that your company has a personality of its own and ensure that your sales/customer service department exemplifies it.

4. Make it easy
From editors to photographers, the media should be your friend. Being viewed as a knowledgeable resource by the media can easily translate to better coverage and a higher chance of future articles.

3. Be persistent
Sometimes it can take weeks, months, or even a year to get a story placed, so be persistent, but not pushy. Follow up regularly if your media contact continues to express interest.

2. Be ready
If a journalist does contact you about your story, you need to be ready to answer their questions and supply them with photos they can publish. Make sure to compile these items and make time for them when they call.

1. Start a conversation
Your PR efforts should not be a one-way communication, but invite your readers to join you in a dialogue. If they can relate to your company, they will be more receptive to future messages.

Customer Trust and Standing in Front of Your Brand

November 8, 2011 | by Joe Dapper | No comments yet

Listen to a stop set (commercial break) on any radio station these days. Notice how many of the commercials all sound as if it’s the same voice? We’ll… that’s because it is. Now think about what you can do to separate yourself from the masses and make your message stand out, while instilling confidence in potential customers.

Consumers like to know who they are buying from these days, and feel more comfortable doing business with someone they trust.

So what’s my advice to all business owners? Become the face of your business. Voice your radio commercials, and TV voice-overs yourself! Not only do you eliminate the “stock” in-house voice most radio stations use, you get to speak about your product or service with the passion and voice inflection that only you can convey correctly. And to top it off – there is no talent fee (the up-front or hidden within the package or rate per commercial). It’s a free production service provided by most stations using their in-house producers.

Think about it. If a customer walks into your business – would you as the owner want someone who you have never met, who probably doesn’t understand your product or service, and was just handed a sales script that morning try to sell to your customers? Well that person is the in-house “stock” voice on your commercials.

On the other hand – YOU on the sales floor of your business is the voice of product knowledge, customer service, and conveys a sense of assuredness to the customer. THIS person is YOUR voice on the radio and TV.

This exudes trust, and trust runs neck and neck with price in what matters most to consumers.