Super Bowl Advertising: Style vs. Substance

Here's the scene: a swamp in the woods at night. In the distance sits a dimly lit bar.

The characters: three frogs, each sitting on a lily pad.

Action!

Frog 1 says: "Bud"

Frog 2: "Weisss"

Frog 3: "Errr"

The popular Super Bowl XXIX commercial was created for Budwesier by DMB&B/St. Louis.

The Frogs are now dead. Electrocuted by a falling neon Budweiser sign. Ironic, I know.

But what do those frogs have to do with beer?

“If there is a truth in it, it's not a truth about the product and it's not a truth even about your relationship to the product when you buy it...I think what you’re really saying is ‘I’m part of the people that get this humor.’ They want to be part of that community and the beer becomes the badge of that community. I think that’s why it works.” – Jeff Goodby of Goodby, Silverstein & Partners in "Art & Copy."

It works with Beer, the frogs that is, because Beer is a Style purchase.  

Style Purchases: What we wear, drink or eat. Style purchases are usually products, like clothing or beverages.

Style purchases include: Clothing, Accessories, All beverages, Restaurants, Electronics, Jewelry, Office supplies, Sporting Goods, Cosmetics, Department Stores...etc

Would the Frogs work for automobiles? Probably not. That's because Automobiles fall more in the Substance category than style. Or somewhere in between.

Can you imagine yourself saying something like "I need a new car, think I'll go with the BMW. Those frogs are hilarious."

Automobile ads should be of more substance. We choose an automobile based on a number of factors that are important to us. Safety, Longevity, Durability, Reliability, Brand Reputation. Style definitely plays a part, but purely style ads don't work in this category.

As you can see, not all products fit neatly into one category, style or substance. Many fall somewhere in between. But it's absolutely necessary to determine which one fits closer to your business category.

Who's doing style right? Old Spice with The Man Your Man Could Smell Like. 

Created by Wieden+Kennedy in 2010, The Man Your Man Could Smell Like is 100% style and suited perfectly for both TV and the web. The videos have built a cult-like following online. The above spot had more than 44 million views on YouTube at the time of this post. 

Dos Equis and The Most Interesting Man in the World also has style spot-on. These ads really set themselves apart from the competition. The commercials also have a large online following.

Substance Purchases: Who we trust with our life, family, repairs, construction, finances, education, consultation. Substance purchases are usually services, like insurance.
Other substance purchases include: Medical centers, Hospitals, Financial institutions, Insurance Agencies,  Automobiles, Travel, Construction, Counseling, Tax services, Education, Engineering, Security, Attorneys, Auto Repair, Child Care, Chiropractors, Financial Planners...etc

Who's doing substance right? Allstate. Even the taglines tell the substance story: "You're in good hands."

This ad was perfectly executed, conversational in tone and with a solid message of substance. Way to go, Allstate.

Do you own a business? If so, is your business category one of mostly style or substance? Figuring that out could save your advertising. And your advertising ROI.

When the world gathers to watch Super Bowl XLVII, put some thought into what you’re watching. Are the ads of style or of substance?

Because we are the final judge -- not the ad polls, not the ad agencies or experts -- the viewers. We decide which commercials work and which fall flat. We decide by becoming customers.

“It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” – David Ogilvy

Editor's Note: This post was first published on Feb. 6, 2011 on Eric's Ad Blog, the old home of Zimedia.org.

Foursquare and Location-Based Services for your Business

In marketing school it is taught that the purpose of a business is to create a customer. One new way has emerged in recent years to specifically identify new customers, or at least those who opt to check-in.

Editor's Note: This article first appeared on StateCollege.com in a guest column by Eric Zimmett. Click here to view the original column.

Location-based services (LBS) allow users to check-in at businesses via smartphone and share their location with other users, in addition to posting photos, comments or reviews.

According to the annual Mobile Life study, published this week by research group TNS, there are six billion mobile users in the world. Among them, one fifth (19 percent) are already using LBS. They’re already “checking in.” And three times that number (62 percent) is planning to do so in the future, according to the same report, available at www.tnsglobal.com/mobilelife.

The most publicized of these LBS is Foursquare. Foursquare was founded in 2009 by Dennis Crowley and Naveen Selvadura.

Prior to Foursquare, Crowley co-founded a similar service called Dodgeball, which was acquired by Google in 2005. Four years later, Google shut it down and replaced it with Google Latitude.

There are a reported 20 million Foursquare users – up from eight million just one year ago – according to a Foursquare report released on April 16, 2012, a social media holiday also known as Foursquare Day. Foursquare's growth is a reflection of not only the company's success but the adoption of smartphones and our increasingly mobile-tech lifestyles.

Foursquare, which is free for both users and merchants, is now one of many LBS including Facebook’s own check-in feature – a 2011 revamp of Facebook Places – which allows users to tag a location in any update or post.

Four steps to Foursquare for the user

1. Check in
2. Get Points and Badges
3. Become Mayor
4. Get Rewarded

Check-in here

After signing up for Foursquare, and downloading the free application for smartphones, users are ready to check in. This is done by simply launching the Foursquare application and viewing the Places around you. Foursquare determines a user's location based on the smartphone's built-in GPS.

For those thinking Foursquare is a bit too personal, keep in mind that the check-in is a manual process. Users decide when and where to check in.

When checking in, users can add comments, tips or photos for a given location. If a business isn't in the Foursquare system, users can add it themselves.

As I noted in my April 1 column – 5 Things Small Business Owners Should Be Doing –Foursquare is mostly user-generated. Users check-in on their own; unlock specials that merchants have created and compete with friends on their Leaderboards.

By checking in, users receive points and badges based on where, when and how often they check in. The Mayor often receives the largest reward. All rewards are set by the merchant.

A user becomes “Mayor” if he or she checks in more frequently at a location than other Foursquare users in a 60-day period. And can be ousted as mayor if someone checks in more frequently.

When a special has been unlocked, a clear message will display on the user’s smartphone screen notifying him or her of the accomplishment. To get rewarded, the user must then show the screen to the merchant to receive the unlocked special.

Four steps to Foursquare for the merchant

1. Claim your venue
2. Get your stickers
3. Create a special
4. Track its success

Merchants can create a venue or, if it’s already been created, search for it then claim it. Once you’ve found your venue on Foursquare’s website, click the link to let Foursquare know that you manage the venue. (Foursquare also makes it easy for merchants with multiple locations.)

After a few quick confirmation steps, you’ll be ready to use Foursquare for business.

Foursquare will verify that you’re the business owner by providing you with a verification code by phone or mail.

If the information for your business listing is incorrect, you’ll be able to edit it and continue claiming the venue. In many cases, Foursquare users create venues with incorrect or missing information.

Once a venue has been claimed, Foursquare will send you a Foursquare sticker. A window-cling that reads: “Foursquare Check-In Here. Check in to unlock specials, meet up with friends and explore what’s nearby.”

Creating a special: Foursquare allows merchants to create specials for Foursquare users to unlock and redeem. Specials like a discount with a minimum purchase (spend $25, get $5 off); a free offer (check in and get a free gift); specials for return visits (free coffee on your fifth visit); or specials for achieving Mayor status. Foursquare has a group of specials at your disposal and a step-by-step guide for creating them.

Once you’ve completed the above steps to claim your venue, and created a special, it would be a good idea to notify all of your staff of Foursquare and the special you’ve offered. Foursquare makes this easy, too, with informational Employee Flyers for your staff.

Track the success: You’ll have access to real-time Foursquare analytics showing the total number of check-ins; most recent visitors; most frequent visitors; a demographic breakdown; activity across other social networks; as well as the success of any specials being offered.

And it’s all free. Get started at http://foursquare.com/businesses.

Thanks for checking in

With Facebook and photo-applications like Path and Instagram all incorporating location features, other services are following Foursquare's lead.  

This results in customer activity that’s happening as close to the register as it gets.

Location-based services are attracting users at an unprecedented rate. Businesses would be smart to jump on the location-bandwagon now before their next would-be customer checks in across the street.

5 Things Small Business Owners Should Be Doing

Editor's Note: This article first appeared on StateCollege.com as a guest column by Eric Zimmett

5. Social Media

Social Media is a great space to interact with customers on a variety of fun, engaging platforms.

Use social media as a conversation with your customers – to strengthen existing relationships, build new ones and give a little taste of your personality as a business owner.

Today, your customers will expect you to be using social media. Participate: launch a Facebook Page; use Twitter, Foursquare or Pinterest. Engage and interact with your audience.

Facebook

Facebook is an excellent hub for conversations, news, comments, contests and photos. Facebook also offers a small-business advertising program. A good Facebook Page requires quality content and regular frequency. Update your Facebook Page every day and respond to comments and questions promptly.

Facebook rolled out its new Timeline layout to all brand pages Friday. Read more about the new brand pages at facebook.com/about/pages. Not on Facebook Pages? Get started at facebook.com/pages/create.php

Twitter

Twitter announced last week, on its sixth birthday, that it has reached 140 million users (in tune with its 140-character limit). The micro-blogging platform serves as a way to alert followers of news, specials, changes or insight into the company.

This week, Twitter introduced Twitter for Small Business, self-serve ads including promoted accounts and promoted tweets. Learn more at business.twitter.com. Join Twitter at twitter.com/account/new.

Foursquare

Foursquare is a mobile application that rewards customers for visiting your business. Reward check-ins with a special discount or offer. Or award your most frequent customer – which Foursquare dubs Mayor – with the highest prize.

Foursquare requires minimal effort to keep going. Unlike Facebook Pages and Twitter profiles, Foursquare is user-generated. Users check-in on their own. Users unlock specials that you've created and compete with friends on their Leaderboard.

Is your business already on there? Claim your venue at foursquare.com/business.

Pinterest

Pinterest is a pin-board for interests. Launched just two years ago the site has already eclipsed 11 million users, according to a January report by comScore, becoming the fastest site in history to reach the 10-million mark. Businesses have found recent success on Pinterest by interacting with users and sharing company photos. Request an invite at pinterest.com/landing.

4. Blogging

A blog is a great way to share your expertise in your field, to brand yourself as an expert.

It’s also a great way to stay on top of trends, new information and be connected with your industry. Start a blog and stick to a regular schedule to keep your posts fresh and relevant.

Three leading blog services are WordPress, Blogger and Tumblr.

Keep your content focused. Don’t sell your business on your blog; that will happen organically after you’ve branded yourself as an expert in your industry.

3. YouTube

The best part about YouTube – other than those funny cat videos – is that you can build your own online TV network free of charge.

Build a YouTube Channel and either link to videos in your industry (Informational Videos or How-To videos) or record them yourself. Creating the videos on your own allows the viewer to get to know your business.

A new feature introduced last week by YouTube allows for simplified video editing, making it even easier to get started with your own channel.

2. Get on the Street

Slow business day? Well don't just sit there, hit the streets! Talk with your customers one-on-one. Offer samples, coupons, or ask questions. What better a way to get customer feedback than talking directly to them? Thinking of implementing a new menu item? Or changing your store layout? Ask people on the street. Some won't want to talk to you. Focus on the ones who do.

Put your face in front of the business. Then your customers aren't just shopping at the store on the corner, they're shopping at your store on the corner: Bill’s office supplies, John’s book store, Wendy's coffee shop. They’ll connect with your business on a more personal level.

1. Advertising

Advertising isn't just for national brands. Local businesses need it more than anyone. It isn't enough to just open your doors and hope people come in. Advertising builds companies. It informs, sometimes entertains, and reminds customers that you're there, and that you have the products they want and the expertise to service them.

Believe it or not, it's possible to generate word-of-mouth. It's called advertising. When you advertise your business, and advertise the same message often enough, you're using word-of-mouth to build buzz about your business.

Search-engine marketing is an online super-highway where you can connect with customers who are searching for your products and/or services. Make sure your website is well optimized and contains information – skip on the fluff – that best portrays your business.

If you don't know how to build an effective website or make it search-engine friendly, find someone who does. Being visible when customers are searching for you is an important step in acquiring new customers.

What are you waiting for?!

So get out there and talk with your customers; whether it’s in person, in the ads or on your blog. Be friendly. Be yourself. Have fun. Interaction is key. Show people how much you love your business. Because if you do it well enough, they will too.

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Photo by Flickr user anniemole

The re-branding facelift, when logos go under the knife

Pepsi, tell me what you don't like about yourself.

For companies, re-branding with a new logo or fresh look provides a sort of facelift. (Really takes years off their life.)

Some get over-the-top PR, other re-brands slide in under the radar.

Eric's Ad Blog has compiled a list of popular re-brands in the last four years, roughly 2008 to present. For many, it's the first re-design in years.

Is there a downside to all this brand surgery?

Pepsi

Left: 1987 to 2008 / New Logo: 2008 to Present

Walmart

Left: 1992 to 2008 / New Logo: 2008 to Present

Best Buy

Left: 1987 to 2008 / New Logo: 2008 to present

NFL

Left: 1980 to 2008 / New Logo: 2008 to Present

Holiday Inn

Left: 1952 to 2007 / New Logo: 2007 to Present

Google

Left: 1999 to 2010 / New Logo: 2010 to Present

iTunes

Left: 2008 to 2010 / New Logo: 2010 to Present

Gap

Left: 1986 to 2010 / New Logo: 2010 to 2010. One week after introducing the logo, Gap returned to the previous logo

Starbucks

Left: 1987 to 2010 / New Logo: 2010 to Present

YMCA

Left: 1967 to 2010 / New Logo: 2010 to Present, with different color variations for different programs

Comedy Central

Left: 2000 to 2010 / New Logo: 2010 to Present

Wikipedia

Left: 2003 to 2010 / New Logo 2010 to Present

msn

Left: 1999 to 2010 / New Logo: 2010 to Present, though the old logo is still used as a "secondary" logo

DELL

Left: 1984 to 2010 / New Logo: 2010 to Present

Playstation 3

Left: 2006 to 2009 / New Logo: 2009 to Present

Discovery

Left: 2000 to 2009 / New Logo: 2009 to Present

Animal Planet

Left: 1996 to 2008 / New Logo: 2008 to Present

Red Lobster

Founded in 1968, Red Lobster introduced its new logo in 2011

Google Chrome

Left: 2008 to 2011 / New Logo: 2011 to Present

Petco

Founded in 1965, Petco introduced its new logo in 2011

Cinemax

Left: 2008 to 2011 / New Logo: 2011 to Present

StumbleUpon

Left: 2001 to 2011 / New Logo: 2011 to Present

Subtle re-brands are my favorite. Maybe freshen up the colors or soften the edges. Minor stuff. In and out in less than an hour.

We all need to reinvent ourselves from time to time. Re-evaluate our image and our focus. Brands are no exception. But there's value, too, in brand recognition. Years of building a brand through products, advertising and generations of customers. Only to change things up in the fear of becoming stale.

There's something to be said about an old brand. It's got character, and it's often packed with emotion and memories. Well-built brands are more than just a logo. And a botched re-branding can really look bad.

It's not as easy as it looks on TV.

Just ask GAP.

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Sources: The Logo Factory (thelogofacory.com), Brand New (underconsideration.com), IMDB

An Apple a day

There have been countless articles written on Steve Jobs' passing last Wednesday at the age of 56; his contributions to technology and his ability to see what we wanted before we knew we wanted it.

Accounts of Jobs' perseverance -- from starting Apple in a garage with Steve Wozniak in 1976 to his exit in 1985, and his return 12 years later -- his management style, even his low-key presentation style are flooding the web.

And I have nothing to contribute. I've learned a lot about Steve Jobs in the days since his death, but I don't feel I'm in a position to write about why he was great.

Though I think I get him.

In the last week, he's had an impact on me that only a handful of people in my life have had. He's inspired me to be something. He's ignited a fire within me to do something great. Or at least enjoy the journey. And I'm sure I'm not alone.

It's all about inspiration. Steve Jobs was inspired by his products. Apple products. And innovation. He lived for it. And enjoyed every moment of it. Maybe the greatest attribute of inspiration is its contagiousness. Jobs and the products he created inspire others.

Brands speak to us. And in many ways, the brands we know and love embody the people behind them. Apple certainly resembles Steve Jobs. Clean, Sophisticated & Inspiring.

Apple products. Take a look. They're incredibly Clean, Sophisticated & Inspiring.

Apple advertising. Decidedly Clean, Sophisticated & Inspiring.

[youtube=http://www.youtube.com/watch?v=dX9GTUMh490]

We all know the cliché. An apple a day keeps the doctor away. I'm starting to think it's more than just a metaphor about health. The apple is the inspiration. Jobs reminded us to always be inspired, to enjoy what we do. Every day. Be inspired every day. That's what Jobs did.

If we can follow his vision, we can only hope to live -- and ultimately die -- so inspired by what we do.

"Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart." - Steve Jobs commencement address, Stanford University 2005.

[youtube=http://www.youtube.com/watch?v=xoUfvIb-9U4]

Advertising shouldn't be a roll of the dice

To most business owners, advertising is like gambling. You've seen it done on TV. You
might even know some people who’ve won big. You think you know the basics, and
you're feeling lucky.

So you roll your dice. But, unlike gambling, the payoff – or loss – isn't always immediate
and a lot of what occurs goes unseen.

With greater industry knowledge, the guessing game gets a little easier. Understanding
how each ad medium works – its strengths and weaknesses – increases the chances
that advertising is not only being heard but being heard by the right people.

The two main differences in advertising deal with how our memory works. Those two types of memory are echoic memory (auditory) and iconic memory (visual). A simple radio-to-print comparison.

A brief overview of Iconic and Echoic types of advertising.

Iconic advertising (images) is advertising with pictures or text alone, like Newspaper,
Magazines, Flyers, Mailers and even Internet ad banners.

Iconic advertising is best for an immediate response. To accomplish branding, a perfect
mix of art and copy is required. The same ad – or campaign – must be displayed over
and over again.

Echoic advertising (sound) is advertising with audio like Radio and Television. This type
of advertising is best for spreading a message over the long term. Echoic advertising
is best at branding. Think of all the famous slogans and catch-phrases we know by
heart. These were stuck in our brains using echoic advertising. As well as our ability to
remember song lyrics. It's called echoic retention.

How people find you

Now that we understand advertising and how it works with images and sound, let’s step
back and discuss two different ways that people discover a business.

The advertising we’re all aware of is called CREATIVE ADVERTISING: Radio, TV,
Print, Billboards, Direct Mail, Mobile, etc. It's used to "create" interest where it doesn't
initially exist. I've also heard this referred to as "push," because the advertiser is
pushing the message out to the world.

Creative advertising creates an image, a feeling, a desire in the consumer’s mind. It
attempts to create a need. Or create a brand in the mind of the consumer. This includes
branding through auditory advertising like radio and TV. As well as a simple print ad in
the newspaper. Or an a banner on a website. Iconic and Echoic advertising are both
types of Creative Advertising.

The other type of advertising, the type that we don’t encounter until we’re ready to
buy, is referred to as DIRECTIONAL ADVERTISING. This includes search engines,
directories like the yellow pages – both print and online – and Google, Yahoo, Bing, etc.
And I'd even throw Siri into the mix. This is sometimes called "pull." The advertiser is
trying to pull in those people searching for the product or service.

Directional advertising is where consumers go when they’re ready to buy. Consumer
A is hungry, and wants to try a new restaurant. He goes to Google and types
in “Restaurants, Philadelphia Pennsylvania” and the search engine attempts to direct
Consumer A to restaurants that fit his search criteria. Consumer B needs some new
tires for her car. She goes to Bing and searches "new tires near 16801." Or Consumer
C whips out her iPhone and tells Siri she's in the mood for barbecue. "Barbecue
Restaurant, Chicago Illionois." Siri then replies with a response to her question.

In all three instances, business can increase their ranking in the results through paid
and organic methods. Even Siri.

Now that we’ve established Creative and Directional types of advertising, let’s see
where they fit in with Iconic and Echoic, the two types of Creative advertising.

What I’ve done is constructed a tool to assist in the advertising process. Knowing what
medium works best in a given situation and what a company's current advertising is
doing for business. Or how it's holding the business back.

I call it the D.I.C.E tool. A self-titled acronym for Directional, Iconic, Creative and Echoic.
First I’ll explain each type of advertising. And a quick line on how and why it works.
Below the DICE description I've constructed a diagram for a side-by-side comparison of
each type of advertising and common forms of advertising, from radio to yellow pages.


D – DIRECTIONAL

Explanation: Directional advertising directs those in need with business to serve that need.

How and Why it works: Directional advertising is as close to Point-of-Sale advertising as you can
get. The consumers are there and ready to buy. Directional advertising points them in the right
direction to make a purchase.

I – ICONIC

Explanation: Advertising with pictures or text. Visual.

How and Why it works: Iconic advertising catches the consumers eye when he or she is ready
to buy. In the creative advertising realm, iconic advertising is immediate and effective if the
consumer is ready to buy.

C – CREATIVE

Explanation: Advertising that attempts to create interest and demand for a product. Or create an
idea, an image, a feeling or a brand.

How and Why it works: Creative advertising is the advertising we're all aware of. We see and
hear it every day, all around us. Some of it entertains us, some of it makes us laugh, cry or think
differently about something than we did before. Creative advertising attempts to change our
minds about products -- or reinforce things we already believe in an attempt to connect us with a
brand or company.

E – ECHOIC

Explanation: Advertising with audio, sending a message to consumers.

How and Why it works: Echoic advertising reaches consumers before they are in the market
for a product. It works sometimes when we’re not even listening. That's why we remember
commercials jingles without even trying. We've heard them again and again. That's how echoic
advertising works best -- frequently and over the long term.

This guide should serve as a tool for small- and medium-size business in their
advertising plans for promotion, expansion and the future success of their business.

Advertising and business legend Peter Drucker believed the purpose of a business is
to create a customer. Though, if you're not advertising right, you’d better get your dice.
Before setting an advertising agenda, attempt to understand the landscape and how
each ad medium works. Then let's create some customers.