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Jun 19 2009

The PDA Is Mightier Than the Sword

There’s a lot going on in Iran right now. Current President, Mahmoud Ahmadinejad, defeated main reformist candidate Hossein Mousavi and two others. In the meantime, Iran’s supreme leader, Ayatollah Ali Khamenei, has declared Ahmadinejad the clear winner and has asked all Iranians to unite behind his leadership. Personally, I’m more than a little ignorant on the socio-political structure in Iran, so I’m not in a position to criticize the Ayatollah’s role as a one-man supreme court; but I do find it perplexing – to say the least. If any of you can link to an interesting [re: succinct] article that can sum up this dynamic, I’d be much obliged.

The part about this struggle that is ‘sexy’ is the aforementioned victory has been downtrodden amidst speculation that widespread corruption, ballot-stuffing and general shady activity is the true cause of the purportedly maligned election results. I’m not a political scientist, but given the overwhelming mounds of data, I am inclined to raise an eyebrow in suspicion. For more information, check out this chronology that I found pretty enlightening.

Web 2.0 has played a vital role in our understanding of the events as they have unfolded, and that is really the point of this article. On June 16, reporters were restricted from reporting from the streets of Iran, essentially terminating any connection to the truth the western world hoped to maintain. Unlike Tiananmen Square, however, gonzo journalism has taken to the PDA, and YouTube is littered with videos of rally supporters and folks of Persian descent decrying the current milieu and eschewing the populist regime. It seems that instead of scouring for a window into the plight of the Iranian citizen, we are instead deluded by an influx of personal 45 second micro-tales and crudely shaped vignettes.

In a time when firms are continually attempting to rationalize spending efforts and shore up ROI, the direct reach and impact of social media rears its timely head. If Twitter and Facebook can lead a counter-cultural revolution, what can they do for the DJIA? All I know is that we can ‘easily’ show our support via the Twitter version of a red ribbon lapel: a green-tinted avatar .

After all, we are each humans first and marketers second. Well, at least so much so are those of us lucky enough to be counted among the latter. :)

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Apr 5 2009

BPOs: What Love Has To Do With It

In an economy with stringent factors affecting every aspect of our purchasing, consumers begin to examine the intrinsic value of an offering as part of a greater effort to distinguish whether or not said offering is worth a specific chunk of available, finite resources. This is where the scarcity in decision making, proliferated through general economic theory, comes into play for marketers. Understanding fully both the consumer concept and the consumer willingness to pay is tantamount to increasing bottom line sales and creating lift. The creative marketer in the depressed economy does their best to sell the intrinsic value of an item. This hearkens back to the ever-popular push vs. pull model in general marketing.

One particular company that does a pretty interesting job of appealing to business-minded consumers is eHarmony.com: an online retailer, of sorts, specializing in what amounts to a BPO [business process outsourcing] of finding a love interest. The current advertising scheme in question incorporates the notion of “secretly having someone else [do the work] for me,” which, assuming a base-level of ability in the referential, is a highly succinct definition of BPO.

The effectiveness of this advertising strategy is readily apparent: it simultaneously appeals to business-minded people and it also skews perception. In this case, the skew is from the normative / popular culture perception of online dating as something for people who “can’t date normally” toward the infinitely more enticing utilization of the world of personalized shoppers, babysitters, car washes and tax professionals: doing the things for you that you could do for yourself had you the time, expertise, inclination or patience.

As people’s savings are failing to bridge the gap, eHarmony is setting their targeting and positioning such that it speaks to professionals with a modicum of business savvy and arguably a little more cash on hand to spend on luxury goods. In this case, love is a luxury not everyone can afford. It turns out that when it comes to business, even love can take up a spot on the balance sheet. Sorry J-Lo, looks like your love does cost something [as if Ben didn’t already know].

Regardless of your personal take on internet dating, BPOs, and American-born Puerto Rican divas, one has to take note when creative spins begin to affect brand positioning. I know I’ll be interested to see how and where eHarmony pushes this line of thought. What do you think?

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Feb 19 2009

Dignified Deprivation

I ran across a really fascinating article on NPR earlier this month, and it really got me thinking about the state of marketing & advertising. More to the point, the article put a finger on a lot of the shifting thematic elements I’ve noticed in advertising over the last couple of weeks, specifically starting in January [i.e. just after Christmas]. For obvious reasons, consumers are becoming increasingly price-sensitive as the M1 influx has precipitously declined [unfortunately, this decline did not lead to an increase in M2, as the effective interest rate has all but denigrated our currency’s value]. In light of this consumer shift, recession marketing has once again reared her ugly head, casting a dull, pallid glow on the pulchritude of the golden arrow.

We’re a little more broke, so the way we buy things has changed. Makes sense to me, and I’m sure to you, too. What is less obvious is the way this will alter consumer behavior for years to come. For any of us who have relatives that survived the Great Depression, we understand that their way of looking at the world is much different than that of their children, and their children’s children. Now we, as progenitors of the current economic milieu, face the market with our own unique perspective. What will be first to fall by the wayside? Will it be taste? Economics says ‘yes’ – we will find substitutable goods to take the place of the items we currently love but can’t fit into our ever-shrinking shoestring budget.

This TV is HD, and has all the bells and whistles I need, but is made by a generic brand; savings to me of 35%.

These crackers are made by my supermarket grocer, but taste enough like the other ones I’ve been enjoying for years; savings to me of 15%.

In fact, the average consumer will begin to nickel and dime themselves out of many goods, finding more economically friendly [i.e. cheaper] alternatives. The challenge to marketers is to increase their brand recognition and perceived accessibility by aligning themselves with what consumers need and want most: in this case, value.

Value means a lot of things to a lot of people. Yet, one of the more convincing of these lexicon entries comes along with the notion of Dignified Deprivation [and just like that, I’ve finally arrived at my titular point]. Companies need to help consumers get what they want, while convincing them they’re not ‘less of a person’ for needing something that costs – in many cases – a nickel or dime less. Generic soap doesn’t mean you care less about your kids and their hygiene, it means you care an awful lot about making sure you can buy them the things that matter when it matters.

Marketers, more than ever before, must now focus on finding out what those things that matter truly are. If price-sensitivity is a given, toward what aspect of the product will consumers find their highest sensitivity? Any good MBA can plot the information on a matrixed 3D graph, but only a strategically minded professional can take the sensitivities of an anxious public and ensure their needs are met, while their egos are not bruised in the process. If this requires a re-tooling of the value proposition to ensure alignment with consumer consciousness, then so be it. My hope is that marketers will begin to use technology, such as social networks and Web 2.0 products, to crowdsource the innately important attributes and focus their efforts accordingly. Will companies succeed? Stay tuned to your local advertising to find out – after all, we all need to enjoy a commercial now and then.

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Jan 29 2009

Obama on the Economy

It is understandable that politicians must speak in platitudes at times, in order to get their points across without committing to future plans of action, or binding themselves in an implied consensual agreement with their audience. That being said, this fact annoys me. Granted, I am in a unique position at this stage in my life, so there are some things that I want to hear; and there are some things that I need to hear. As our new President gets adjusted, learns the intricacies he will need to master to do his job efficiently, and begins to shape his policies, it is my hope that he will begin to make more direct statements that will help those attentively listening understand his action plan.

In the spirit of keeping informed, I’ve reproduced a speech from President Obama, below. I’ve only included excerpts; the speech, in its entirety, can still be found on the Wall Street Journal website.

The speech was sourced from WSJ.com, from an article dated January 8, 2009.

We start 2009 in the midst of a crisis unlike any we have seen in our lifetime – a crisis that has only deepened over the last few weeks. Nearly two million jobs have now been lost, and on Friday we are likely to learn that we lost more jobs last year than at any time since World War II. Just in the past year, another 2.8 million Americans who want and need full-time work have had to settle for part-time jobs. Manufacturing has hit a twenty-eight year low. Many businesses cannot borrow or make payroll. Many families cannot pay their bills or their mortgage. Many workers are watching their life savings disappear. And many, many Americans are both anxious and uncertain of what the future will hold.

Starting on a high note is over-rated, I suppose.

I don’t believe it’s too late to change course, but it will be if we don’t take dramatic action as soon as possible.

This is all subjunctive, but I appreciate the optimism here.

This crisis did not happen solely by some accident of history or normal turn of the business cycle, and we won’t get out of it by simply waiting for a better day to come, or relying on the worn-out dogmas of the past. We arrived at this point due to an era of profound irresponsibility that stretched from corporate boardrooms to the halls of power in Washington, DC. For years, too many Wall Street executives made imprudent…

I truncated this paragraph because we’ve all heard it before. The statement’s got a lot of validity, but here is where I differ slightly with our President. As greedy and pointed as the actions of analysts in the financial industry may have been, they would not have been possible without the ignorance of the average investor/buyer. This is not a remediation of their onus, but rather a simple truth – in this instance, it seems that one truly was born every minute. If you accept a dollar from me with the explicit possibility that I will charge you twice as much interest next year as I am charging you now, and you know you cannot afford to pay me at the current rate [let alone at the higher rate], you probably shouldn’t be borrowing money from me. This is essentially what the ARM is/was, and the average home-buyer either abrogated this fact, or chose not to question from whence the manna came.

Now, the very fact that this crisis is largely of our own making means that it is not beyond our ability to solve. Our problems are rooted in past mistakes, not our capacity for future greatness. It will take time, perhaps many years, but we can rebuild that lost trust and confidence. We can restore opportunity and prosperity.

Again, truncated – but we have also heard this. The optimism is great, and I am hoping he will elucidate as we continue.

That is why I have moved quickly to work with my economic team and leaders of both parties on an American Recovery and Reinvestment Plan that will immediately jumpstart job creation and long-term growth.

Dude, that’s awesome. Tell me more about this plan.

It’s a plan that represents not just new policy, but a whole new approach to meeting our most urgent challenges. For if we hope to end this crisis, we must end the culture of anything goes that helped create it – and this change must begin in Washington. It is time to trade old habits for a new spirit of responsibility.

Go on.

There is no doubt that the cost of this plan will be considerable. It will certainly add to the budget deficit in the short-term. But equally certain are the consequences of doing too little or nothing at all, for that will lead to an even greater deficit of jobs, incomes, and confidence in our economy.

As a marketer, I can fully appreciate a delayed ROI.

Only government can break the vicious cycles that are crippling our economy – where a lack of spending leads to lost jobs which leads to even less spending; where an inability to lend and borrow stops growth and leads to even less credit…

I’m intrigued to hear about the notion of increased government from a liberal. But, I’m willing to flesh out the argument to see if it bears fruit.

That is why we need to act boldly and act now to reverse these cycles… That work begins with this plan – a plan I am confident will save or create at least three million jobs over the next few years. It is not just another public works program. It’s a plan that recognizes both the paradox and the promise of this moment – the fact that there are millions of Americans trying to find work, even as, all around the country, there is so much work to be done. That’s why we’ll invest in priorities like energy and education; health care and a new infrastructure that are necessary to keep us strong and competitive in the 21st century. That’s why the overwhelming majority of the jobs created will be in the private sector, while our plan will save the public sector jobs of teachers, cops, firefighters and others who provide vital services.

Where’s the beef? I thought we were talking about a plan just a second ago…

To finally spark the creation of a clean energy economy, we will double the production of alternative energy in the next three years. We will modernize more than 75% of federal buildings and improve the energy efficiency of two million American homes, saving consumers and taxpayers billions on our energy bills. In the process, we will put Americans to work in new jobs that pay well and can’t be outsourced – jobs building solar panels and wind turbines; constructing fuel-efficient cars and buildings; and developing the new energy technologies that will lead to even more jobs, more savings, and a cleaner, safer planet in the bargain.

To build an economy that can lead this future, we will begin to rebuild America. Yes, we’ll put people to work repairing crumbling roads, bridges, and schools by eliminating the backlog of well-planned, worthy and needed infrastructure projects. But we’ll also do more to retrofit America for a global economy. That means updating the way we get our electricity by starting to build a new smart grid that will save us money, protect our power sources from blackout or attack, and deliver clean, alternative forms of energy…

Again, I don’t know how I or my peers will benefit from these changes.

Finally, this recovery and reinvestment plan will provide immediate relief to states, workers, and families who are bearing the brunt of this recession. To get people spending again, 95% of working families will receive a $1,000 tax cut – the first stage of a middle-class tax cut that I promised during the campaign and will include in our next budget. To help Americans who have lost their jobs and can’t find new ones, we’ll continue the bipartisan extensions of unemployment insurance and health care coverage to help them through this crisis.

So if I am not married, I will not get any tax cuts? If I help support my family, but do not have a wife, I guess I’m out of luck..?

I understand that some might be skeptical of this plan.

[Raises hand.]

Our government has already spent a good deal of money, but we haven’t yet seen that translate into more jobs or higher incomes or renewed confidence in our economy. That’s why the American Recovery and Reinvestment Plan won’t just throw money at our problems – we’ll invest in what works.

Frankly, I do like the bold name of the plan; it’s better than calling it a bail-out, or a hail-mary. Ostensibly, it is both.

Instead of politicians doling out money behind a veil of secrecy, decisions about where we invest will be made transparently, and informed by independent experts wherever possible. Every American will be able to hold Washington accountable for these decisions by going online to see how and where their tax dollars are being spent. And as I announced yesterday, we will launch an unprecedented effort to eliminate unwise and unnecessary spending that has never been more unaffordable for our nation and our children’s future than it is right now.

As a self-proclaimed technocrat, I think this makes a lot of sense. And as a business person with public finance experience, I like the idea of accountability. I have concerns, though, that this will actually happen. Time will tell.

We have to make tough choices and smart investments today so that as the economy recovers, the deficit starts to come down. We cannot have a solid recovery if our people and our businesses don’t have confidence that we’re getting our fiscal house in order. That’s why our goal is not to create a slew of new government programs, but a foundation for long-term economic growth.

I agree that we have to make smarter investments. Part of that should be educating the average investor so we can prevent something like this from happening again.

No longer can we allow Wall Street wrongdoers to slip through regulatory cracks. No longer can we allow special interests to put their thumbs on the economic scales. No longer can we allow the unscrupulous lending and borrowing that leads only to destructive cycles of bubble and bust.

We have the SEC and SOx; rather than create new bodies, we should just learn to maximize the potential of the ones we have. Why go buy a new car when you can just give your old one a paint job. Let’s not go nuts, here, guys; system refresh isn’t always the answer.

It is time to set a new course for this economy, and that change must begin now. We should have an open and honest discussion about this recovery plan in the days ahead, but I urge Congress to move as quickly as possible on behalf of the American people. For every day we wait or point fingers or drag our feet, more Americans will lose their jobs. More families will lose their savings. More dreams will be deferred and denied. And our nation will sink deeper into a crisis that, at some point, we may not be able to reverse.

This is the truest part of the entire speech, and I couldn’t agree more.

That is not the country I know, and it is not a future I will accept as President of the United States.

I appreciate the spirit of this statement, but I dislike it, proper; read it a few times, and I think you’ll see what I mean.

It will not come easy or happen overnight, and it is altogether likely that things may get worse before they get better.

Oh, more good news.

I know the scale of this plan is unprecedented, but so is the severity of our situation.

Desperate times…

We have already tried the wait-and-see approach to our problems, and it is the same approach that helped lead us to this day of reckoning.

Libertarians, eat your hearts out.

That is why the time has come to build a 21st century economy in which hard work and responsibility are once again rewarded.

Has anyone ever worked a government job? Or anyone have a friend who does? This statement made me laugh.

That’s why I’m calling on all Americans – Democrats and Republicans – to put good ideas ahead of the old ideological battles; a sense of common purpose above the same narrow partisanship; and insist that the first question each of us asks isn’t “What’s good for me?” but “What’s good for the country my children will inherit?”

Very JFK of you, Barack. I hope it works better, this time around.

More than any program or policy, it is this spirit that will enable us to confront this challenge with the same spirit that has led previous generations to face down war, depression, and fear itself.

I guess spirit is really all we have to go on at this point, given that no clear action plan has been laid out in this speech, or since. I am frustrated by the lack of determined, direct statements; which brings us back to where we started. I sincerely hope, for all our sakes, that Obama has the skills [and advisors] to get us out of this quagmire.

Thank you, God Bless You, and may God Bless America.

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Jan 28 2009

Hello and Welcome!

I will be updating this site with some frequency.

My goals are simple: keep friends and colleagues up-to- date with my current activities; entertain and delight the masses with introspective responses to current events and modern goings-ons.

If you have any comments or insights on anything discussed on this site, please feel free to comment or contact me to discuss.

And by all means, enjoy yourself!

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Dec 24 2008

Hello world!

Welcome to WordPress. This is your first post. Edit or delete it, then start blogging!

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