I read an article recently about the evolution of our thinking, as it relates to the Internet. It’s theory was that people do less thinking for themselves because they can quickly get answers by searching online. While we would be losing a more patient, thorough way of figuring things out we also gain the ability to multi-task in a much quicker environment.

Assuming that it’s true, to some degree at least, I can’t help but wonder what that means for branding. Companies have traditionally spent gobs of money to plant a seed of branding in someone’s mind because it has likely meant loyal customers. However, a simple search for “computer” will turn up more options than any single person can handle. While branding helps delineate to a certain degree, does the name “Dell” carry the same weight it used to? You can sift through product descriptions, consumer reviews and competitor products in the same amount of time it takes just to drive to a Best Buy. Consumers can be more educated, make quicker decisions, and find the right product much easier than they used to.

Look at marketing in general. I remember when TV commercials dropped to 30 seconds from 60 and people thought it just wasn’t enough time to hook the consumer. With Internet surfing you probably have 3 seconds to grab attention and websites limit messaging to 15 seconds of play time. To make any money off online advertising there has to be an instant hook accompanied by a compelling reason to purchase. Even companies like Ford, which traditionally run TV ads proving that their trucks are “built Ford tough” now target online readers with “$1,500 cash back” incentives instead.

I’m not so convinced that Branding means as much any more, especially with the reduction of an already low attention span by consumers.

attention span · banner · best buy · brand · consumer · dell · internet · marketing

Tell it like it is, without being a jerk.

Heck, that’s kind of my motto with everything. I’ve found that when you try to give criticism that dances around the issue it often adds more time and energy, without getting better quality. It’s hard though, to be honest with someone who has put their life energy into something that isn’t quite right yet. I know the feeling. Every time I work on a new design or idea I hate getting feedback other than “that’s absolutely the most brilliant thing ever”. Come to think of it, I can’t recall ever hearing that.

Whenever you create and leave yourself open for critique someone will make an ugly face because they wouldn’t do it that way. Opinions are like ugly toes, we all have them. No doubt, if you’re in the marketing world you have to have thick skin. What if you didn’t get the up front truth though? In the long run it’s better for you to do great work than to be treated like a cuddly teddy bear.

Giving criticism is an art. I tend to want to blurt out exactly what I see, along with a few four letter words but typically take a second to think about HOW I’m going to say it. There’s no point in demolishing someone’s feelings just to get a point across. Everyone in our business is putting their energy into it and should be respected for it.

I typically start with visual suggestions, showing them a website that makes my point or getting out my red pen. Then I deliver the hammer as plainly as I can state it without being offensive. Lastly, and here’s the key, find something nice to say. Typically the entire work isn’t trash so remember to point out what works well also. Not only is this nice for the one receiving your input but it’s also good for you to keep balance on what’s important.

If you can drop a bomb without destroying anybody then you’re ready to critique!

advertising · copy · copywriting · critique · design · input · management · manager · marketing · supervisor

One of the more aggravating things in my family is when some of my fondest relatives go on and on about how they want something. Yet, when presented with exactly what they ask for they no longer want it. I refer to that as doubletalk, even if it’s a lose definition. I can’t think of any other way to describe the persistent sentiment that the grass is always greener.

Turns out, consumers are much the same way. At my previous job we had entire teams of analytics and user-experience folks dedicated to cracking this puzzle. When asked face-to-face about their likelihood of purchase consumers consistently said one thing but went home and did another. While that’s certainly one of those “grains” of salt worth considering with any research it’s especially important when determining how to mold your product and market to consumers.

Beware of the "I want one of those" consumer statements

Let’s say, for example, you are driving down a freeway and see a mint-condition 69 Mustang sparkling with metallic paint and chrome rims. You take pause to mention it only to drool at the driver’s hair blowing in the California wind. The first thing most people would say is how much they would love to have that car and presumptively be that crazy-haired driver. Yet, when it comes time to make a purchase on a car more people choose a Toyota Camry. As an auto maker doing field studies with pictures of concept cars that mirror a 69 Mustang and a 2010 Camry you had better be careful what questions you ask and how you interpret them.

Fine, make a few sexy convertibles but make sure you keep your finger on the pulse of the Camry buyers because that’s what will drive your business to success. Perhaps you don’t make cars but the same concept can be applied to your business. Most people I’ve talked to haven’t had enough interaction to realize that consumers speak doubletalk!

analytics · consumer · doubletalk · marketing · user experience

I certainly did NOT click on the Evony banner with a darn-near-naked woman next to the button that simply says “Play Now”. I certainly did not notice the placement of the button was conveniently located near her woman lumps. If I had tried to “Play Now” I absolutely did not fill out the form hovering above a seductive woman, whose photo scrolled in the background allowing me to see a lot more of her body than I expected. And you can bet that I did not have any pre-conceived thoughts about what this might be. Nope, not me.

Evony is blatantly selling sex to gain more male customers to their online game

OK, so there’s only a little truth in that. Very little. In fact, I did not sign up. Since I had no idea what this company was or the kind of game I was going to play (only reason I knew it was a game was from their “11 Million Players” notification at the top of the landing page the banner sent me to). Instead, I typed Evony into my Google search box and decided to check out the Wikipedia information to get the scoop.

Evony's banner simply states "Play Now" over the half-naked woman

What a shock! Turns out that the game is a MMORTS (Massively Multiplayer online real-time strategy for you non-geeks) for building cities. Say whu? What do the advertisements with half-naked women have to do with building cities? Nothing, I found out. I guess I’ve been hiding under a rock and missed the hoopla about Evony’s advertising strategy. It worked on me… I mean, for all readers labeled my ‘wife’, it caught my eye.

There has long been the question in marketing about when a company has hit rock bottom. I’ve humorously stated many times that if we just put pictures of half-naked blondes that we’d grab the attention about at least 150 million Americans. The reason that’s always been a joke is because most companies attempt to build a brand. Good or bad, that’s the intention. Unless your brand has a bunny as an icon you might walk the tightrope of displaying fleshy curves pretty tight. Of course it will grab attention but you have to understand what kind of attention it will bring in. Customers with a false notion of your product are less likely to stay around and more likely to get upset about deceptive practices.

Evony uses a different landing page for their default website.

I did not, and will not, sign up for the Evony game for these reasons. Rather, I would be much more likely to sign up when the game is portrayed clearly and a friend recommended it to me. That’s the kind of customer that becomes loyal and helps lead to a profitable business that will be around for a while. Excuse me while I go get some coffee from a local drive-thru called “Body Shots”…

advertising · banner · evony · game · gaming · marketing · mmorts · review · sex sells · social