Marketing’s Golden Rule Ensures Relevance

Recently, I was named one of the 50 Over 50 Marketing Thought Leaders by Brand Quarterly. Beyond enjoying the honor and sharing my age with the publication’s entire readership, I was stumped by a bit of the process. BQ asked me to provide my “marketing mantra” and how it makes better marketers. It seemed like an easy request at first glance.

Then I got it into and quickly discovered I subscribed to many. Perhaps too many. So I sorted through them to see if there was commonality. I also looked for something fresh but compelling and by no way contrived. In the end, I brand-quarterly1landed on the notion of the Marketing Golden Rule. It is a representation of what I have witnessed and experienced as both marketer and consumer. The Marketing Golden Rule speaks honestly to the relationship between buyer and seller.

What is Your Marketing Mantra?

Always ask, “How would I like to be marketed to?” I don’t want to be fooled. I am not looking for false promises. I do not want to be entertained for entertainment sake. I am seeking fit with a brand. This modified ‘golden rule’ keeps the focus on reciprocity. Marketing is a relationship, a two-way street, a process to achieve mutual benefit between people and brands. People expect marketing but do not want to be sold. They want to be valued, heard, and feel special. This makes the profession and practice a profoundly human activity.

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How does Following this Mantra Make Better Marketers?

Marketing facilitates sales by respecting and helping people make the best decisions concerning what, how, and when to buy what they need and want. David Ogilvy said, “The customer is not a moron. She’s your wife.” He was imploring marketers to truly know who may buy what is being sold. This demands an understanding of an individual’s situation and personal motivations to provide an objective rationale and honest justification for every purchase.

Marketing is the study of human behavior and our behavior has not changed in centuries. It has been consistent from ancient open-air markets to modern online exchanges, from Pompeii to eBay. We are both rational and irrational, and we frequently confuse our needs with our wants.

This makes marketing an amazing profession. It is a mix of psychology, data science, pop culture, history, sociology, music, consumer behavior, design, neuroscience, writing and literature, mathematics and so much more. This complex cocktail does not set out to overtly sell, it strategically and creatively promises and proves.

Increasingly marketing is technology-led and data-driven. Marketers are overwhelmed by reams of information. Every brand I work with is inundated with data. It is not making them better at marketing. T.S. Eliot got it right, he asked, “Where is the knowledge we have lost in information?” Data is great if it produces human insights that incite. It sucks when a spreadsheet replaces intimate knowledge of a customer.

Marketing connects on a human level. Consumers expect brands to market to them. Equally so, they expect brands to empathize and understand them. Marketers that hide behind vague, lofty claims or attach inordinate emphasis to dispassionate technology or fail to prove their promises will facilitate few sales because in this there is no relevance, honesty, value or humanity.

Broadly speaking there are two types of people in marketing. There are those who like to fool people and there are those who like to serve people. It is time our profession cast off the old-school, jaded types who believe marketing is about creating myths and trying to snow people with them. We need to celebrate those who know it is about finding a truth that connects people and brands for mutual benefit. All of this starts by asking, “How would I like to be marketed to?”

Cheers, Jeff Swystun

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A For-Profit Mindset: Trends in Association Branding

Years ago I spoke at a conference focused on crafting association business strategies. This was in the late nineties while in the Marketing and Customer Management Practice at PW (now PwC). My work to that point focused on professional service businesses and consumer products. To tell the truth I was filling in for a colleague who fell ill.

The presentation went well but it was the conversations following that stuck with me. In short, I was rocked by the complexities of the industry and the challenges faced by these entities. iacpconferencephoto1-520x346Associations have always been “up against it”. All share certain issues. After working with four associations in the past two years, we have discovered the following:

Cost Not a Benefit: in many cases, members join to maintain accreditation or there is a penalty for not keeping membership but not necessarily claimable upsides.

The “Nonprofit” Label: it suggests a softer culture, less talented employees than the private sector (but stronger than the public sector!), and lack of depth and sophistication in leadership, management and planning. Let me be clear…this is perception not reality.

Overlap: one only has to look at the marketing and advertising industry to see that an agency in the United States could belong to easily over twenty different associations. Imagine being a retailer or in healthcare and that number is many times higher. This makes it important for associations to differentiate. When you think about it associations are competing against every other association out there and be held to the standards of the best. Also note there are associations for every conceivable group in the world…there are even several associations for associations!

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Advertising Agency Office Design

Advertising agency office design has always fascinated. Even before joining the industry I interacted with agencies and appreciated the creative effort to dress up their workplaces. Office design is a complex puzzle of practicality, utility, image, productivity, and more. The intended result in the case of advertising agencies is to communicate the brand and culture of the business.

I have been involved in the design and decorating of six agency office spaces. These required attention to layout, spaciousness, flow, natural light, sound control, collaborative spaces, and break facilities. Unfortunately, individual work areas often get short-changed to accommodate a certain desired impact.

Ironically there is precious little differentiation among competing agencies when it comes to office design. I have been in over 100 offices of various advertising, branding, public relations, digital and media agencies. Based on my observations I can conclude they are not immune to trends and these trends force them to look the same.

Sadly too many agency office designs have one imperative…impress the client who may visit once a quarter for a few hours. As you can imagine, this will comes at the expense of employees who spend 60+ hours a week in the space. Office design is an opportunity to tell an agency’s story but a few macro trends are driving a lack of differentiation.

Look Like a Restaurant

I have done a few double-takes when entering an agency office. In some cases I thought I was on the wrong floor in the wrong building. Tons of agencies are striving to look like a high-end restaurant, a hip lounge, pub, coffee bar, summer patio or all of the above. A designer told me this directive originated from agency leaders who believed the millennial workforce wanted to be in a bar at all times. I am not talking about just the office kitchen or eating area. This design dominates the entire space. It also has a productivity factor…it is employed so the staff do not leave for a bite or drink offsite. Staff should be encouraged to get out, observe, and interact with people who may buy their client’s brands.

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The Reason Ad Folks are Unhappy

In the Mad Men television series, Harry Crane of Sterling Cooper helps out Paul Kinsey, a former colleague. Kinsey lost his copywriting position at the agency and went on to successively fail at McCann, Y&R, K&E, and B&B before going in-house at grocer A&P. When that didn’t work out he joined the Hare Krishna.

Crane is largely an unsympathetic person but he shows empathy for Kinsey. Crane says to Peggy Olson, “Don’t you know how lucky we are?” Crane cannot believe his hare-krishna-diner-mad-men-640x448own good fortune in the agency world. This episode and much of the series examines those in advertising who make it and those who do not. Mad Men beats up the profession while simultaneously aggrandizing the ad world.

The show profiled tensions and issues that persist to this day. A big one is employee morale. CampaignUS recently shone the light on growing unhappiness. On October 24, 2016 they published their 2nd Annual Morale Survey.

It found that nearly half of agency employees suffer from poor morale. Forty-seven percent of employees rated their morale as either “low” (31%) or “dangerously low” (16%). That is up 36% from the previous year. As alarming is the fact that 63% of those claiming poor morale were actively job-hunting. One assumes that means not switching to another agency.

On the same day (a cool coincidence) Advertising Age published an article titled, These Are the 50 Companies Creatives Would ‘Kill to Work for Full Time’. It covered the survey conducted by Working Not Working. Twenty-four of the fifty companies identified were not agencies.

Creative folks would much rather be at Vice, Spotify, Tesla, National Geographic, or Nike over McCann, JWT, Leo Burnett, Y&R, or Ogilvy.

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2016 Top-Drawer Business Books

It is that time again. We are happy to share our annual business books picks. Welcome to the 9th edition of the Top-Drawer Business Books of 2016. Too many business book lists are narrow in definition. Our list is less traditional and duplicative to others. That is why it includes, and is sometimes dominated by, screen-shot-2016-11-03-at-3-32-04-pmbooks not categorized purely as “business”.

We always avoid books promising four-hour workweeks because they are fables, over-simplified and prescriptive how-to works that are vacuous and dangerous, and so-called inspirational books that are trite, lite and ineffectual. These are all tossed aside when one experiences the blunt adversities found in actual commerce.

There are no shortcuts or magic panaceas in business. We have to do the work even when reading. As John Locke stated, “Reading furnishes the mind only with materials of knowledge; it is thinking that makes what we read ours.” We encourage you to read the selections here and make the knowledge yours.

The list includes books released in 2016 that are top-of-mind, notable, relevant, Famous_Nathan_jacket_revise_new_trim_size.inddwell written, applicable, thought-provoking, and innovative. Our last bit of criteria makes the selections tougher to determine and that is timelessness of content. We love sharing the Top-Drawer list because so much of success in business is predicated on great storytelling and these selections exemplify that skill.

This year 13 make our list, 4 more than last year, and are presented in no particular order. For the first time, fiction efforts are included for the amazing lessons they carry if one is open to the education. For fun, we have included a separate list of 8 timeless business novels.

Remember, life is too short to drink cheap scotch or to read books that are not Top-Drawer. So keep these selections within easy reach for repeated reference. Access the list here, topdrawer2016final.