4sight

Bro Idol

Maybe 2011 is the Year of the Guy.

Back in January, we launched our Marketing To Men initiative (we’re the yin to Alan Burns’ yang), and we’ve received great feedback from radio and the advertising communities.

There’s more to men than meets the perceptual eye.  And this hit home in a recent AdAge blog written by Ricardo Poupada.  He featured an AskMen survey of 2,000 guys who responded to a question that asked them about who they consider their role models.

Maybe we're moving beyond worshiping jockstraps and gravitating toward entrepreneurs as the people to emulate.  Steve Jobs, Jeff Bezos, Biz Stone, and those who have taken risks that have paid off are the envy of the world.  And men are getting the message.

Poupada also points to a Guardian Life Small Business Research Institute study that shows that “millennials” were 120% more likely to start a new business without previous workplace experience.

Some of this may be driven by the economy, but there’s something to be said for this growing trend in changing role models.  Recently, The New York Times highlighted some of these entrepreneurs who started chasing their Plan Bs.

It’s not easy to start up a business especially after you've worked for big companies throughout your career.  While being untethered from working for others promises freedom of expression, personal gratification, and free time, the truth usually tempers those temptations.  The Times article points out that long hours, manual labor, feelings of isolation, and the pain of uncertainty are all part of the entrepreneurial experience.

As someone who made this step nearly three decades ago after having held great jobs for big companies – Frank Magid and ABC Radio – I can tell you that going out on my own was simultaneously the smartest thing I’ve ever done and the hardest thing I’ve ever done.

It is reassuring to learn that men are now idolizing guys like Mark Zuckerberg more than they are Chad Ochocinco.  It suggests that more of them will take that leap and hopefully enjoy success on their own.

Men are re-emerging, and hopefully, advertisers will start getting that message, too.

Ooh Baby Baby

No, we shouldn’t be surprised to learn that more than one in five children have used a smartphone by the age of 2.

This is especially true among Gen Y moms, where technology is in their DNA.  And they are passing along those same traits and habits to their kids.  A newly released survey by BlogHer.com and the Parenting Group (they run Parenting, Babytalk, and Parenting.com) tell us what we have already observed.

 
I talk with a lot of colleagues who are young parents.  And the integration of technology through computers, tablets, and of course, cell and smartphones is at a high level.  Many are achieving proficiency with these devices before they successfully learn how to use the toilet.

It makes me want to pitch Arbitron on a baby ethnographic study to learn more about this phenomenon.  But given how much I enjoy sitting near toddlers at restaurants, maybe this isn’t such a good idea.

But it does speak to the overwhelming reality that smartphones – while still an option for many people today – will become standard equipment for young children even as many enter kindergarten.  While the schools may balk at this practice, nervous parents won’t be able to untether from their kids, and the smartphone is the conduit.

I hear stories of toddlers walking up to TV screens and trying to change and expand the images by touching them.  This is learned behavior and an expectation of how things ought to work.

We live in a touch screen world and you wonder how many of these kids will have Facebook profiles by the time they enter school.

Don’t laugh.  Time’s “Healthland” site reported last week that Facebook now makes it easy for parents-to-be to announce their new family members.  A new standard choice to identify family has been created: “Expected: Child.”

It’s complicated.

The Big House

This post will not make the many Spartan fans who work for Jacobs Media and jacAPPS too happy.  But too bad, because those rocket scientists at the University of Michigan have done it again.

When you figure that Michigan Stadium a.k.a. “The Big House” probably sits empty for more than 100 days a year, how do you “repurpose” it to generate additional revenue and continue to build the storied “Go Blue” brand?

Simple – you provide the ultimate fan experience: the chance to get married right on the block M on the 50-yard line.

U-of-M (as it’s known in these parts) has set up the following rate card:

•  A one-hour on-field ceremony  $6,000
•  The stadium press box             $4,000
•  An individual suite                   $2,000
•  The Jack Roth Stadium Club     $9,000
•  The fan experience                  Priceless

Yes, this is great NTR – a chance to utilize facilities that otherwise go unused – but it is also a novel way to create the ultimate fan event.  As Katy Hepner, special events coordinator for Michigan’s Athletic Department, notes, “We know that we have passionate fans who, it would be their dream to have their wedding on the 50.  So we said, ‘Why not use the space some more and at the same time, we can kind of help make the dreams of our fans come true?’”  (And it's a lot cheaper than those "destination weddings" in Cozumel.) 

So, what does this mean to the well-branded company?

Ask yourself this: what facilities, assets, and/or people sit unused that would make for that incredible fan experience?

Which of your personnel could contribute to creating “a moment” for your most passionate fans?

Great brands can provide listeners with a backstage, behind-the-velvet ropes experience.  Sometimes it’s just a matter of imagining your business through the eyes of your customers.

That’s why they call it CX – the Customer Experience.

Big Footprints

The other day, the graph below starting making the rounds through my TweetDeck silos.

It’s pretty impressive, right?

But it didn’t take long for many web critics and pundits to jump all over Google+’s impressive ascension.  And in fact, comparisons to Facebook, in particular, aren’t fair.  Facebook has defined social networking, and it takes time to carve out the cultural/techno phenomenon that this activity has become.

So maybe Google had it easy.  Millions and millions of users to begin with while Facebook did the heavy lifting.

But that simple explanation overlooks the power of a mega brand and the value of taking risks.  Since Facebook has become the 8 million pound gorilla in the social media room, hundreds of other “networks” have popped up.  And while some have had an impressive degree of success (Twitter, Foursquare, etc.), many you’ve never heard of.

That’s why Google’s accomplishment shouldn’t be overlooked.  Its past forays into social media haven’t been successful (Buzz, Wave).  So the initial success and strong start for Google+ is noteworthy, driven by fun, compelling, and simple features like Circles and Hangouts, which Lori Lewis has pointed out in this blog and on “Merge.”

Success in this space isn’t just due to Google’s heft.  But it sure didn’t hurt.

And that speaks to the power of big brands and vast communities.  It’s one of the reasons why iHeartRadio is in position to become more valuable and functional.  It has spent the last few years adding millions of people and cool features, putting it in a position of being a popular, go-to mobile application.  That gives Clear Channel the chance to do big things with Thumbplay, because they have a huge population and a degree of consumer trust in their brand.

Pandora has moved into that stratosphere as well.  Earlier in the month, they announced passing the 100 million mark in listening audience – a large footprint that enables this brand to branch out into comedy and try other experiments and projects.  When you’re that big with a mass audience, there’s ample opportunity to grow your brand via extensions.

So what about the small company – the one that isn’t Pandora, Amazon, or Google+ but has to compete in the same space?  Well, that describes most of us.

The “long tail” quality that the Internet has defined makes it possible for independent artists and small companies to grow and prosper – but if and only if they innovate and take risks.  The opportunity is there, enabled by the real-time web.  Where else can you tweet back and forth with world famous celebrities, innovators, and movers and shakers?  How else can you share ideas with thought leaders like Guy Kawasaki, Jeff Pulver, and Tomi Ahonen as easily as you share photos with your sister or your best friend from college who moved to Iowa?

But the ideas have to be there.  And that’s the challenge we all face, whether we’re at the helm of the biggest company or in the process of trying to get a start-up off the ground.

This is the time to push ourselves, take the plunge, give it a shot, and if necessary, deal with a misfire and move on to something else.  Even companies with small footprints can do amazing things. In fact, many would argue that smaller, more agile businesses have a bit of an edge in this fluid environment. 

But the one thing that defines failure whether you're part of a big brand or an up-and-comer is doing nothing and standing pat.

It’s almost guaranteed.

I Am Lion, Hear Me Roar

Today, thoughts on Apple's latest major offering from Jacobs Media's Mac-Geek-In-Residence, Ralph Cipolla, and why our laptops and desktops are “Goin’ Mobile.”

Last week, we saw the much-anticipated release of Mac OS X Lion, Apple's latest iteration of the Mac operating system.  Now if you’re not an “Apple Person,” you might wonder what this could possibly mean to you.

When smartphones came out, they mimicked computers in many ways.  The release of Lion accelerates the reverse trend.  Your desktop and laptop are looking more and more like your mobile phone or tablet.

It is statistics like the chart below that tell the story.  Smartphones are overtaking regular computers.  That’s going to have a direct influence on how your computer looks, feels, and operates.  And it’s not a surprise that Apple is leading the way.

With Lion, the mobile experience is moving to our laptops and desktops.  And even if you’re a PC user, you know the influence that Apple has on the world of computers.

Here are three big things about Lion and what it means to you:

1. Up In The Cloud:  Lion isn't available in a box, like Snow Leopard and every Mac and Windows operating system released before this week.  You download it from the online Mac App Store.  Once you make an App purchase, from the $29.99 Lion update to any of the free Mac Apps, it resides in the Apple Cloud.  This is how the iTunes Store will soon operate when it comes to all your songs, videos, TV shows, movies, and App Store mobile apps - all your content stored in one place, available for download and use on all your devices - MacBook, iPhone, iPod, iPad, etc.

2. Lion & iOS: Lion users will note a stark similarity between their late-generation iPhone or iPad when it comes to look, feel, function, and organization of programs.  One of the big functional and aesthetic advances in Apple’s last major mobile OS release was the ability to group apps into folders and organize them across scrolling desktops.  That’s essentially what Lion is all about on desktops and laptops.

3. A is for Apps: In 2010, linguists declared that the word of the year was app.  Apple seems to agree because anything you install in Lion is called an “app.”  Microsoft may still call them programs, but the operative word is now apps.

So here’s where it’s going: the manner in which Apple’s mobile devices operate, navigate, organize, look, and feel is setting the standard for all computing devices whether they fit in your pocket or sit permanently on your desk at home or work.

You download "apps" and content from the iTunes Store, it lives in your account in the Cloud, and it's readily available for use across all your devices.

The world of personal computing is now “Goin’ Mobile.”

As your Lion-powered Mac computer now navigates more like a mobile device, there’s one exception – you can't touch the screen directly with your fingers and manipulate data.

Yet.

Team Coco

Consider these comments in a recent New York Times article that describe a popular media personality and his new show:

“It will be a hit with advertisers initially because of the familiarity they have with ______.” – Brad Adgate, SVP for Research, Horizon Media in NYC

“We know ______ has a passionate following, and we wanted to tap into that.” – Daryl Evans, VP/Consumer Advertising & Marketing Communications, AT&T Atlanta

Here’s another quote from Evans:

“______ is a proven talent, and a proven brand.  Rubbing up the AT&T brand against the ______ brand is a good thing; there’s a nice brand equity share.”

The name that belongs in these blanks is Conan O’Brien.  Turner Entertainment ad sales is leveraging his new show on TBS.  In fact, they had deals in place with AT&T, General Motors, Microsoft, and the News Corporation – before the show even aired.

How is that possible, especially for a guy who “the press always liked…more than viewers,” according to Steve Sternberg of the Sternberg Report?

Nonetheless, to hear Linda Yaccarino, EVP and COO for Turner Entertainment tell it, getting Conan off the ground (check out the AT&T blimp) with advertisers was about “working closely with Conan’s creative team” to integrate sponsors into commercials.”

O’Brien’s team also utilized social media, generating nearly a quarter million “fans” for the show’s Facebook page, as well as more than 100,000 followers on Twitter, a strategy they are working hard:

 

This combination of strategy plus investment guarantees a successful launch for Conan, whether the show ultimately wins in the ratings or not.

And it speaks to the differences between the way that TV companies and networks approach their franchise shows and personalities and the way that radio often does it.

Consider the following...

1. Investment. Turner invested in promotional materials and collateral, well before the show debuted.  By thinking and acting big, they communicated the message to advertisers that they are committed to this show and their new personality icon.  In turn, sponsors and brands – already familiar with who Conan is and what he does – feel that if TBS believes in this show, they can, too.

2. Integration. Conan’s team is ready, willing, and able to work with sales and sponsors to handcraft commercials, campaigns, and materials that reflect his brand essence.  By working closely with advertisers, the Turner sales team reflects a confidence in Conan – to him and his team, and to these sponsors.  Plus, the show gets incidental marketing from commercial campaign integration. 

3. Social media. Conan and the Turner team had a plan to generate audience excitement for the show, something that any major personality could do.  But presence on Facebook and Twitter – with strong followings on each – is another metric for advertisers that demonstrates engagement and loyalty.  It also helps to ensure a respectable audience when the show kicked off.

4. Proactivity.  Turner didn’t wait for the first few Nielsen's “to see what happens” in the ratings.  In radio, that “wait and see” approach guarantees a slow advertising start for new shows.  By locking down advertiser commitments upfront, Turner has some breathing room to tweak the show and its marketing after it rolls out.

5. Strategy.  Offering sales trips to Cozumel in January isn’t a strategy.  It’s a tactic.  A strategy is working with individual advertisers to create win-win-win programs for Turner, brands, and viewers.  In the process, some of these advertisers are using their own sites and media to promote the show.  Diet Coke and Bing are both advertisers that are creating their own content or using their sites, while Chevy may give away a new 2011 Cruze.  By helping advertisers debut their own products in the show, Turner and Conan can share in their success.

Tailored promotions, talent integration, product placement, and an intrinsic belief in the product are all components in the Team Coco plan.  All departments at Turner are on board – programming, talent, sales, social, and marketing.

That’s media value, that’s multi-platform marketing, that’s integrated sales programs.

That’s success.

(And if the first night means anything, Conan edged out both Jay and Dave.)

Happy Birthday, Google!

Today, our favorite search engine, Google, turns 12. 

You knew something big was obviously happening when that oddly named web tool became a verb, as in “to Google something” or to tell someone, “I Googled you.”

A lot has happened in the last twelve years as it pertains to search, aside from the way the Google guys, Larry and Sergey, surprised just about everyone by becoming a web giant rather than just a search tool.

Purchasing YouTube, and then refining and growing the product (Google Maps, Google Earth, Google Trends, Google News) has earned the company a stock price that is well north of $500.  Then there’s the Android mobile phone platform and an entirely new world for Google to conquer.

Along the way, Google knocked off Yahoo and Lycos, probably two of the search engines we all used to use. But competitors are looming, especially Bing, now with an amazing 14% of the search market.

And as the Internet bobs and weaves, we’re finding that recommendation can be more powerful than search.  That’s a big reason why Facebook (“you like this”) has been able to create incredible traction along the way.

So, best wishes, Google.  You’re on your way to manhood.  Next year, it’s your Bar Mitzvah, and perhaps your next innovation, Google Yarmulke. 

 

 

Free Beer (and Hot Wings?)

No brand is immune to deterioration and erosion, even including the biggest spenders imaginable.

In this case, Budweiser.

Anheuser-Busch has suffered in recent years, and the culprit is the under-30s.  Just like in radio, when a product like beer or mass entertainment becomes less cool to younger consumers, there are problems.

How far has Bud fallen?  USA Today reports that sales were off 9% in ’09, and are slated to fall by a similar percentage this year.  Worse, Bud is suffering from a seven-year brand loyalty skid, according to Brand Keys research.  Back in ’03 among national brands they were ranked #16.  This year, they have plummeted down to 220.

Think there’s a trend here?

To counter this loyalty cascade, A-B is going commercial-free.  Well, at least the equivalent, by giving away free beer to younger beer imbibers in a campaign that will run several weeks.

Beyond the sampling campaign, Bud is partnering with Facebook to award a free beer to those who hit the legal drinking age (not unlike a station birthday card with a nice gift or discount), as well as new TV ads that will be laser-focused on a one-week period starting Saturday and running until October 3.

So, keep an eye out for these new Bud ads, as they attempt to retrench among young people.  Obviously, boomer marketing has hit a wall as more upscale beer drinkers have drifted to less caloric alcoholic beverages or designer brews.

The question is whether a venerable brand, famous for showcasing classic athletes and Clydesdales can engineer a youth turnaround. 

As A-B is discovering, if you lose youth, you can lose it all.

That’s a good lesson for media companies, too.

(And we all know how long commercial-free lasts.)

Down On The Farm(Ville)

If you think some people in your station or office are unproductive because of an addiction to computer games or Facebook, the combination of those two - FarmVille - is probably the culprit.  The creation of Zynga CEO Mark Pincus, Farmville is an amazing Facebook game that has now sucked in more than 70 million monthly players, vying to create virtual farms using digital tractors, animals, and other tools - all of which are on sale.  According to USA Today, FarmVille generates lots of revenue by selling these virtual goods to players.

Now, FarmVIlle is available on an iPhone app, so there's no telling just how distracted players will be in restrooms, cars, restaurants, and all the other places people use their mobile phones.  And if you're thinking that we're just talking about kids playing FarmVille, the average user is a 43 year-old woman, an amazing stat that underscores the changing nature of digital revenue, as well as the stereotype of the "typical gamer."

Maybe the most impressive thing about FarmVille is the philosophy of its creator, Pincus.  While you've been running music logs, re-forecasting this quarter's revenue projections, or arranging the weekend air schedule, some estimate that Zynga may be worth $3-5 billion.

Despite these obvious riches, Pincus isn't interested in an IPO or cashing in any time soon.  As he points out, "We're focused on building a long-term sustainable consumer service.  That's our mission."

Smart guy who knows more about customer satisfaction and building successful businesses than many of the experts selling those services.

FrontierVille is next, a Wild West themed game.  Maybe RadioVille is in the planning stages.  

I'm game.

Game Set Match

What are people speculating most about this summer?

For people in Cleveland (Chicago and Miami), it's the next destination for LeBron James.

For millions of others, its whether Verizon and Apple will come together to produce an iPhone anytime soon.

Now the rumors, buzz, and blog chat may be coming to an end as many sources are now reporting that AT&T's hold on Apple's iPhone will end early in 2011.  This is good news for many Verizon customers, who number more than 92 million strong. 

Most analysts agree this could be the next breakthrough moment for Apple and the iPhone.  And I'm one of them. 

If you think the iPhone has been an incredible story to date, the combination of this hot device and Verizon is more than powerful.

It could be the whole enchilada.