Jan 11

Analyze This

Guy-with-Antenna-on-Head-30t0fud1wcjfjrtrysmw3kMy firm’s in the midst of arguably the coolest proprietary research project in our 21 years of existence.

It involves more than 30 in-depth, qualitative interviews of Fortune 500 CCOs and CMOS. Note my use of the word qualitative.

While digging deep into such darlings of the marketing communications world as earned, owned and paid media along with, of course, digital and Big Data, robotics and A.I. we uncovered a rather interesting disconnect.

I’ve been surprised to hear how many CCOs and CMOS are not only totally overwhelmed by data but highly SKEPTICAL of the resulting analytical findings. As it turns out, they’re not alone.

A recent KPMG survey of the aforementioned cohort revealed that, while 50 percent use data and analytics tools to analyze existing customers, 48 percent to find new ones and 47 percent to develop new products, less than half “don’t TRUST that analytics is actually providing insights beneficial to ANY of these areas.” Talk about an indictment.

I heard this exact skepticism from the CCO of a global manufacturing company. She said she scrutinizes every morsel of analytical data, takes time to conduct her own qualitative research and then relies on her GUT instincts to determine the eventual marcom strategy.

We do the exact same thing for our clients because, frankly, Big Data, no matter how powerful, cannot possibly replace the gut instincts of a seasoned marketing communications professional who’s been through countless wars.

We’ve proved this time and again when, after analyzing the Big Data (and analytics) a client’s research firm has provided, put ourselves in the shoes of constituents and personally experience the brand. We’ve ALWAYS uncovered gaps Big Data missed.

So, I come here not to bury Big Data but, rather, to echo what the very best marketing and communications pros are telling me: Spend all the money you want collecting the data and analyzing it, but DO NOT move forward if the data tells you one thing while your gut says to take a different course of action.

 

 

 

Jan 05

My unrequited request

fingers.The news reports from the Consumer Electronics Show (otherwise known as “The Woodstock of the Nerds”) are chock full of articles about the impact of artificial intelligence on virtually every new product on display.

And yet Apple’s iPhone keypad remains frozen in the year 2012. It also remains at the top of my unrequited holiday wish list.

Please fix the damn thing. Or can some Zuckerberg wanna-be do so and steal the entire market? Please.

The iPhone keypad exists to exacerbate the angst in a world of uncertainty (great new tagline, BTW). It distorts, dismays or embarrasses the sender while totally confusing the reader.

Case in point: Not too long ago a pleased as punch client sent a highly complimentary e-mail to our entire team in which she praised their “sexual efforts.” Now, we pride ourselves on being a full service agency but that’s clearly above and beyond the call of duty.

Naturally, the client was mortified by her mistake and quickly apologized. But, the damage had been done. The Apple iPhone autocorrect had claimed yet another victim.

In fact, unless one is a president-elected gifted with unusually small fingers, typing a grammatically correct e-mail, Tweet or text is akin to stopping North Korea’s nuclear plans. Ain’t gonna happen.

To wit, I’ll write the next paragraph without checking autocorrect at all. Wish me luck:

“Vexbeen. Hear to be both a Jets and Mets fan. s a result, I’ve grown accustomed tonmisery and biting into false expectations. But I also think Mets and Heys fans are better equipped to face the uncertainties of life after January 20th because we’ve been tough to ecboect a bleak future.”

The preceding graph concerned the unexpected benefits of being a lifelong Mets and Jets fan in a Post Truth world.

So, how about it, Apple? Can you set aside a billion dollars or two to fix this horrific design? Ironic that the company that’s become synonymous with beautiful design turns out to be the ugly duckling of virtual communication.

Jan 04

Enter at your own risk

blue-states-vs-red-2012-electFamilyBreakFinder, a travel website, recently compiled the English-language tourism slogans of more than 150 countries (Man, it must have been an especially quiet day at FBF to find the time for that assignment). Click on this link to access the full report 

Anyway, there are some really clever and funny ones as well as those that do their best to make do with what they have. To wit:

– Nepal (home of the Himalayas) “Once is not enough”

– “Remarkable Rwanda” (I’m not sure I buy that one after seeing “Hotel Rwanda)

– Syria: “Always beautiful” (No comment necessary)

– Honduras: “Everything is here” (I wonder if their definition of everything is the same as mine? I’m guessing no)

– Denmark: “The happiest place on Earth” (Also the most boring. After touring Copenhagen, there’s not much to do except to count the days until you return)

– Cape Verde: “No stress” (Probably true, but I have to believe getting to such a remote locale is beyond stressful)

All of which leads me up to the person, government agency or tourism bureau responsible for updating the good, old U.S. of A’s tourism slogan.

How’d you like to be responsible for coining the new fake news, post truth, complete lack of civility, badly divided country’s welcoming tagline?

Here are a few thoughts (but, I’d welcome yours as well):

– “Red state. Blue state. You’ll enjoy your stay. As long as you pick the right state”

– “Where the cradle of democracy has tipped over”

– “Where one-way trips are the new normal”

– “Where yesterday trumps tomorrow” (my personal favorite)

– “We’ll decide if you’re welcome”

– “Just leave us the hell alone”

– “If you liked Russia, you’ll LOVE America”

I’ll be keeping my eyes peeled to see how the U. S. Travel & Tourism Board does alter its slogan after January 20th. It should be great. The best ever. Beautiful. Everyone loves us so why shouldn’t it be?

 

 

Jan 03

Hey kids, it’s still all about location, location, location.

Did you know the image of the American college town has been redefined from the bucolic New England village with tree-lined quads and ivy-covered neo-Gothic buildings to vibrant cities of “eds” and “meds?”

small schoolSo says Jeffrey J. Selingo, author of There Is Life After College.

Today, in every one of the 20 largest U.S. cities, a college, university or medical center is among the top 10 employers in town. You won’t find those sorts of stats at Colby, Ramapo or Oberlin.

That’s because cutting-edge colleges have re(de?)signed the urban education experience and are running rings around their smaller, rural peers.

A survey called the College Destinations Index ranks the top schools in four ways:

  • Impact of off-college student experience
  • Economic health of the surrounding community
  • Cultural advantages offered within walking distance of campus
  • Employment opportunities

Boston, San Jose, Boulder and Ithaca came out on top.

Colleges and universities in these four areas in particular (Shout out: Philadelphia, San Francisco and Washington, DC, scored equally well) have had the foresight to do two things:

  • They’ve fully integrated with the surrounding community (you won’t see Harvard or Yale-type brick walks separating, say, Drexel from its neighboring Philadelphia neighborhoods).
  • They’re located where the strategic jobs of the future will be in greatest demand.

Boston, for example, plays home to countless hospitals, medical device manufacturers, cyber security think tanks and advanced engineering companies (to name just a few). These fields are what Northeastern University President Joseph Aoun calls, “robot-proof professions” and areas where students with a passion for careers in such disciplines should be studying.

Across the country, USC is another world-class example of an urban school that’s connected with the surrounding community and now is a vibrant part of LaLa Land (as well as a great place to pursue a career in media, entertainment and the arts).

There are countless other examples, but the big message here is to think twice before enrolling in a small, isolated liberal arts school (a la Iona, Drew or Haverford). And think twice before declaring a major: incredibly, 65 percent of the jobs that will exist in 10 years have yet to be invented.

So, do your homework, identify your passion, match it with an urban university that will provide the richest cultural experience and maybe, just maybe, you’ll not only be able to pay off those dreaded college loans a whole lot sooner, you might actually one day earn more money than your parents.

 

Dec 27

How the Second Quarter Stole Christmas

cowToday’s Repman is by Nicole Newby…

The Cowboys are breaking records all over the place this season, so my Christmas present came early this year. But the team facilitated a bigger (and much more meaningful) Christmas miracle: a $250,000 spike in donations to The Salvation Army, which will help serve an additional 91,000 meals to people in need.

After rushing two yards for a record-breaking touchdown during the second quarter in last Sunday’s game against the Tampa Bay Buccaneers, Dallas Cowboys rookie running back Ezekiel Elliott celebrated by jumping into the oversized iconic red kettle behind the end zone. In the two days following Zeke’s leap, The Salvation Army received $850,000 in donations.

But just like every great Christmas story, this one also has a Scrooge. The NFL charged the Cowboys with a 15-yard penalty for “using a prop in a touchdown celebration.” There were also talks of a potential hefty fine for the team. I could go on and on about the ridiculousness of this rule in general, but to penalize the team for drawing attention to a charity during the holidays just screams “bah humbug.”

In response to the potential fine, Elliott said he would match it in a donation to the charity. That must have inspired the NFL’s heart to grow three sizes, because they ultimately decided not to charge a fine. Elliott, however, tweeted that he was donating $21,000 to The Salvation Army regardless, and encouraged his fans to add $21 contributions of their own, which has separately raised about $17,000.

So why was Elliott’s red kettle leap so successful in drawing attention to the cause?  One word: authenticity. This wasn’t a pre-planned publicity stunt and it wasn’t sanctioned by either organization involved. Elliott has a genuine passion for this organization. Aside from his public call for donations, he and his teammates volunteered at The Salvation Army in Fort Worth on Thanksgiving. Audiences saw this and were able to relate to—and rally behind—the cause.

 

Dec 23

Peppercomm leadership weighs in on what’s ahead in 2017 – Part 5

industrial pipes at factoryThe final installment of our predictions for what lies ahead ahead comes from Ann Barlow, who has been named “woman of the year” by PR News and “forever influential” on two separate occasions by the highly acclaimed San Francisco Business Times.

With creds like those, how could she possibly be wrong?

Here are Ann’s predictions for the industrial manufacturing field:

Digital transformation & internal communications

Manufacturers of all sizes are undergoing a digital transformation. The speed with which they need to create new products (i.e., electronics and defense frequently update products versus pipe valves or office furniture, which are on a slower cycle) in many ways will set the pace for how quickly adoption needs to happen. Regardless, nearly everyone we talk with in manufacturing talks about the greatest barrier to adoption is employee willingness to do so. The adoption rate is often complicated by multiple generations and cultures, all of which creates a tremendous need for effective employee engagement and connection. With all of the tools and channels available to communicators, we have a unique opportunity to drive change.

Marketing sophistication

Industrial marketers tell us that for the first time in 2016, they began to evolve from brochures and brochureware websites into building programs around customer experience. They are beginning to use

insights to develop strategies and messaging, and then testing the channels that will be most effective in reaching them.

But corporate brand still matters

Even as marketers implement more sophisticated approaches to drive sales, brand still matters. They need to tell a brand story in ways that will engage employees and prospective employees and shareholders, and in many cases customers as well, since many are finding opportunities to sell as a unified organization rather than individual companies. The latter is often the approach that industrials, frequently a mosaic of acquired companies, haven taken historically.

Mobile becomes more critical

For B2B industrial companies, adopting a mobile strategy is no longer a “nice-to-have” or I’ll “add-it-to-next-year’s-list” kind of initiative. According to Google, more searches are performed on mobile devices than desktop computers, which probably comes as no surprise if you’re reading this on a mobile now. B2B companies will need to smarten up their mobile marketing strategies tout suite to ensure users can access their content on their mobile devices and have a seamless – and meaningful – brand experience.  And, even more simply, remain relevant and competitive in the years ahead.

Integrated measurement

Show me the ROI! B2B companies will start to examine more closely what marketing programs are having a real bottom-line  impact and which ones need a lift. And instead of one-off measurement programs that look at, say, just media placement (quality and quantity, share of voice and tonality), they’ll start to measure, analyze and report on the full mix of integrated marketing activities including but not limited to: media and social, website, paid digital, internal communications and engagement, and CRM and direct marketing. A holistic measurement program that is defined and created at the beginning of an engagement – and reviewed at various intervals – is not just smart business, it’s essential business.

Leading into the July 4th weekend, this column will make a point of examining each, and every, prediction made this week to see if anyone got anything right.

Until then Repman, and the entire Repman production crew, wish you and yours a happy holiday season.

Dec 22

Peppercomm leadership weighs in on what’s ahead in 2017 – Part 4

digHaving already taken a look into the crystal ball in such fields as financial services, experiential and consumer, we next turn our attention to the white hot world of digital (which, as we know, means different things to different people). No matter how you define it, Peppercomm’s Digital Director, Mike Friedin has selected five trends to keep your eyes on…

  • Artificial Intelligence and machine learning will increasingly augment and extend every technology enabled service, thing or application. More businesses will place focus on creating systems that continuously learn, adapt and potentially act autonomously than execute against a set of predefined instructions.
  • Small data must be managed better. Big data gets the headlines, but small data runs the intricacies for many businesses, as we see an increase in Account Based Marketing and personalized experiences driving deeper engagement and customer loyalty.
  • Right time not real time. When and where in the customer journey will become more critical than fast data assembly, and delivering optimal messaging with customers and prospects on a one-to-one basis by automatically replacing entire sections of your messages based on each recipient’s unique behaviors, interests and needs.
  • Advances in Content Marketing sophistication, breaking through the noise with greater contextual targeting, personalization and marketing apps that drive interactive experiences with programmatic flow and logic, especially mobile in-app.
  • Blockchain and Distributed Ledgers continue to gain traction based on the promise to transform industry operating models. While the current hype is around the financial services industry, there are many possible applications including music distribution, identity verification, title registry and supply chain. 

We wrap up our weeklong series tomorrow with a glimpse into the industrial manufacturing sector by our own chief foreman, Ann Barlow.

Dec 21

Peppercomm leadership weighs in on what’s ahead in 2017 – Part 3

experienceSpecial events and conferences have morphed into a much larger service offering called “experiential.”

Melissa Vigue, our most experienced experiential expert, passes along her tips for what to look for in 2017.

  • Rise of brand moments vs. sponsorships. We are beginning to see brands move away from traditional sponsorship activation to create true brand experiences as either stand-alone events or major activations at or near existing events.
  • Increase in cause-related experiential. I don’t want to just go to something, I want my attendance to mean something. And for brands, it’s about going beyond the “donate a dollar at the register” and getting out into the community.
  • Further integration of physical and digital landscapes. Consumers want to be fully immersed in brand environments but it must also be personalized. So as predicted, the personalization trend continues – consumers increasingly want to direct their own experience within an environment. Gamification will play a big role here. Choose your own adventure, anyone?
  • The role of psychology. There is even more of a focus here.  While emotional connections and currency are important when creating experiences – doing something people really want to be a part of whether for a cause or because of the way it makes them feel – there is a movement toward cognitive fluency. What’s that? The idea that people tend to prefer things that they are familiar or comfortable with and are easy to understand. Imagine the impact if you can generate that mindset in a place where they can experience and maybe even purchase products.
  • Being live. While live streaming is not new, 2017 will be the year that its potential can be fully realized through the Facebook and Instagram Live platforms.  Beyond that, streaming is not just about sharing the experience beyond the event, but rather about engaging those onsite and creating an excellent experience for attendees and sponsors.

Tomorrow, we’ll be taking a deep dive into the mysterious and sometimes murky world of digital. Our skipper will be Mike Friedin, Peppercomm’s digital director. Remember it’ll be a BYO life preserver blog, so come prepared.

Dec 20

Peppercomm leadership weighs in on what’s ahead in 2017 – Part 2

consumerWelcome to today’s second demonstration of Peppercomm leadership’s superb prognostication skills.

Yesterday, you were treated to Jacko Kolek’s look into the financial services crystal ball.

Today will feature a rare doubleheader. In the home opener, Maggie O’Neill, our consumer group leader par excellence will provide her views for what’s just around the corner of the next shopping aisle.

The later blog, whose start time is 2:15 EST, will see Melissa. If you’re on the mound, serving up her 99 mph fastballs to readers hoping to know what’s next in the experiential ballpark.

Oddly, both have predicted Ed and I will be fired and replaced by new general managers by ground Hog Day. Time will tell.

And, now, hereeeeeeee’s Maggie.

  • Consumer trust in brands continues to decline while the consumer demand for 100% brand authenticity continues to rise. And, we are coming off a year of large established brands letting people down.  Brands need to find their unique authenticity and voice (think Shinola) and not just try to insert themselves in a place they don’t belong. And when it comes to trust – transparency, accessibly and responsibility are essential.
  • Consumer brands are picking sides in today’s Trump era.  The divided election and raised voices across the country has propelled many brands to cater towards or against the new president-elect in a much more obvious way than ever before.
  • Personalization remains king.  As we shift our marketing focus from Millennials to Gen Z, the need for brands to personalize the entire brand and product lifestyle experience will continue to grow.
  • Data and analytics are driving almost every decision and the budgets that go along with them more than ever before. An ever-more diversified consumer makes understanding your audience even more important.
  • The traditional path to purchase for most or all consumer goods does not exist anymore.  Traditional product manufacturers must look at the new journey, and learn how to reach customers at all points along it is critical.

Let us know if you agree, disagree or simply aren’t interested in Maggie’s thoughts.

Maggie will be replaced on the mound by our crack middle-reliever (and experiential expert) Melissa “Big Train” Vigue.

Dec 19

Peppercomm leadership weighs in on what’s ahead in 2017

finserveTo say there’s more uncertainty in the world right now is to suggest digital is a critical new factor in marketing communications. No duh to each.

While we at Peppercomm aren’t gifted fortune tellers, our senior executives are very serious students and analysts of the events, trends and what might be’s in the various categories in which they specialize.

So, I thought we’d focus on five key “verticals” and ask our thought leaders in each to tell you what’s next.

Our lead-off hitter is Jacqueline “Jacko” Kolek, the top dog in our Financial Services group. Please feel free to riff on her thoughts, add some of your own or, if you disagree, tell her why.

One of our top priorities in 2017 is to upgrade our soothsaying capabilities.

  • A Trump administration will potentially completely shake up the FS sector, from regulation to tax reform the pain points of clients and products they will need could change dramatically over the next 4 years.
  • The push for a more robust social media presence for FS companies will accelerate as more senior leaders recognize the value of social selling, including in B2B organizations.
  • Silos between marketing, communications and compliance/legal will collapse as firms seek to create a more robust and efficient way to share content across paid, owned and earned platforms.
  • Analytics rule – understanding the customer journey and gleaning insights to inform more than just marketing strategy will become of paramount importance.
  • Millennials are starting to have money, and lots of it and have very different values in terms of investing it. FS firms will have to figure out how to connect and engage with them more than ever before.

Check out tomorrow’s two-part blog that will provide consumer trend forecasts in the AM and experiential ones in the afternoon.