Working For Funny: Derrie-Air Airlines

Philadelphia Media Holdings, which owns The Philadelphia Inquirer and Philadelphia Daily News, and its advertising agency, Gyro, had a clever idea. They decided to create a campaign for the fictional Derrie-Air airlines with the idea being to test the results of advertising in their print and online products, and “to stimulate discussion on a timely environmental topic of interest to all citizens.”

Philadelphia Media Holdings spokesman Jay Devine added that the goal was to "demonstrate the power of our brands in generating awareness and generating traffic for our advertisers, and put a smile on people's faces."

The campaign, which touts that air travelers will pay by the pound on the new luxury airline, is cute enough to make someone smile. But does it really accomplish any other goal?

Smiles aside, the campaign employs a value proposition that most companies cannot match (for thin people with light carry-ons anyway). And in reality, most offers are not that interesting. Of course it’s easier to gin up interest on fictional claims. Just ask Steorn. So in terms of generating awareness, any numbers will be nothing more than smoke, fire, and flash.

The same might be said about stimulating discussion on a timely environmental topic. Not many, if anyone, is talking or blogging about the environment because of this campaign. They’re simply talking about the campaign, and not even the cost of the paper needed to print it.

So as much as I enjoy something funny now and again, this campaign needs some sales before it can be called a success. For now, it's only real claim to fame seems to be that is made potential customers work harder for a laugh that any real ad could have delivered for better results. Hmmm ... now that's not so funny.

Confusing Communication: 2.0 Blues

I’ve never been a big fan of attaching 2.0 to everything. Anymore, it seems cliché and tends to cause more confusion than it’s worth. But it is what it is.

Among the latest to get attention in 2.0 game is the Enterprise 2.0, which the Enterprise 2.0 Conference defines as “the technologies and business practices that liberate the workforce from the constraints of legacy communication and productivity tools like email. It provides business managers with access to the right information at the right time through a web of inter-connected applications, services and devices … and makes accessible the collective intelligence of many, translating to a huge competitive advantage in the form of increased innovation, productivity and agility.”

It seemed worthwhile to mention today in light of a study released by AIIM (hat tip: Chapel), which is a non-profit organization focused on helping users to understand the challenges associated with managing documents, content, records, and business processes. AIIM surveyed 441 end users and found that most recognize Enterprise 2.0 as critical to the success of their business goals and objectives, but few had a clear understanding of what Enterprise 2.0 means.

Specifically, 44 percent said Enterprise 2.0 is imperative or significant to corporate goals and objectives, but 74 percent said they only have a vague familiarity or no clear understanding of it. It's interesting to me because it’s almost the same answer from the polar opposite end of the spectrum of the Welch’s ad opinions.

Maybe we really need simpler definitions so people making decisions can understand what they think is critical to the success of their business. Really, all Enterprise 2.0 seems to be is utilizing social media tools for better cross-departmental internal communication. Now that seems pretty smart once you get past the gibberish that does the opposite of what Enterprise 2.0 is supposed to do.

Advertising Surprise: Welch's Grape Juice

In Feb., the Welch's Grape Juice ad campaign featuring a Peel 'n Taste sample inside PEOPLE magazine prompted Folio to wonder about sensory overload, gave one chemist pause, and sparked several to call the concept a “poorly executed idea.” In other words, most thought the First Flavor strip was worth a chuckle and nothing more.

A new study conducted by independent researcher GfK Starch Communications now suggests that if anyone should be laughing, it might be Welch's and First Flavor.

• The ad received as much recognition as an 8-page insert.
• The ad received the top branding score in that edition.
• The ad was the second most noticed, behind the inside front cover and gatefold.
• 59 percent of those who tried the flavor strip were more likely to buy the product, compared to 25 percent who did not try the sample.
• 88 percent of those who tried the strip, which was protected by foil, liked the taste.

"Readers saw our ad, some even tasted the flavor strip of our Welch's 100% grape juice and, most importantly, were more likely to purchase our delicious product as a result," said Christopher Heye, vice president of marketing at Welch's.

This just goes to show that my longtime friend and agency client, Jeff Rogers, vice president of Evolution, was spot on during a recent strategy session. After the new account asked why so many companies reject marketing recommendations, he had one simple answer.

“Too many marketing decisions are based on reasons that begin, ‘I like...'” he said.

It’s also the reason I resigned an account this week for the first time in two years. After noting that every marketing decision was ultimately based upon what the client “liked” or, worse, what was liked by a random passersby, it was time to wish him the best.

Much like those who first commented on the Welch’s ad, it’s always easy to provide a guess. But for the rest of us, the better decision-making process relies on test and measure. After all, who cares if you like it if the results demonstrate success?

In fact, I suspect that until more companies focus on outcomes as opposed to what they like, their advertising and marketing will continue to be one big guessing game with random hits and misses that reinforce invalid conclusions.

Talking Turkey: Andrew Cohen VS. Public Relations

The Buzz Bin is abuzz, providing a snapshot of the "kertuffle" over the CBS analyst Andrew Cohen’s remarks about the Public Relations Society of America (PRSA), which was prompted by former presidential press secretary Scott McClellan's new book.

Excerpt from McClellan’s book:

So I stood at the White House briefing room podium in front of the glare of the klieg lights for the better part of two weeks and publicly exonerated two of the senior-most aides in the White House: Karl Rove and Scooter Libby.

There was one problem. It was not true.

Except from PRSA about the book:

In the wake of the recently published book by former presidential press secretary Scott McClellan, PRSA is calling for government reform and challenging the 2008 presidential candidates to adopt a communications policy engaging principles like those in the PRSA Member Code of Ethics.

Excerpt from Cohen about public relations:

Show me a PR person who is "accurate" and "truthful," and I'll show you a PR person who is unemployed.

The reason companies or governments hire oodles of PR people is because PR people are trained to be slickly untruthful or half-truthful. Misinformation and disinformation are the coin of the realm, and it has nothing to do with being a Democrat or a Republican.

Excerpt from Robert French, which mirrors much of the industry reaction:

You know, I see this latest example of PR bashing (from a news network that feeds off of media relations) to be just another in a long line of foolish, ignorant (and a bit arrogant) people. Even funnier, regarding this happening on CBS - of all places, it was their network that recently wanted to farm out some of their coverage to CNN and not do it themselves.

Except from PRSA’s rebuttal:

Regarding your commentary on today’s CBS Sunday Morning, the Board of Directors of the Public Relations Society finds it imperative to affirm the professionalism of public relations practitioners and to take exception with what we regard as a misguided opinion.

Except from Cohen’s rebuttal after the flack:

I am now the target of a public-relations effort to ridicule my effort, my points, my character and integrity. I expected nothing less. I mean, when you make fun of people whose job it is to burnish public images you’ve got to expect they are going to, well, burnish their own public images at the expense of your own. I am not taking it personally.

My take, part one:

Every year, I share two points to public relations professionals that might apply.

1. As a public relations professional, your reputation stays with you, not the company, organization, or government entity that asks you to lie. So, basically, don’t do it.

2. As a public relations professional, you cannot control what other people say; only how you react to what they say.

My take, part two:

I think we just witnessed a mainstream media version of a blog drama among eagles. How very quaint.

Making Entertainment: Macy’s, Inc.

Macy’s continues to garner attention for the future launch of a 10-episode documentary style series that will follow the lives of five young people who want to break into the music business. The series will premiere this fall and promotes the American Rag brand.

The Web series is part of a growing trend of marketing initiatives that blur the lines between advertising and entertainment.

It is being developed by MEC Entertainment, which is owned by WWP Group. The show is being cast with amateurs, contestants selected from 12 college campuses around the country.

The general concept is to dress the cast in American Rag clothing and feature some segments with the cast shopping for the clothing across the country. YouTube viewers will be able to purchase the clothing from the Macy’s site.

While Macy’s is interested in the viral potential of the series, RepNation, which provides a consumer powered media network, says it’s an acknowledgement that it’s more difficult to reach college students through traditional channels. What makes this an important footnote is that marketers and advertisers coming to the conclusion that what once was an online opportunity is fast becoming necessity.

Adding Value: Print Shifts To Lead Generation

Magazine Publishers of America (MPA) is set to release a new study about the effectiveness of URLs being included in print magazines. The study confirms what many advertisers already know, magazine advertisements with URLs are more likely to drive readers to advertiser sites.

Specifically, MediaDailyNews said that home ads were 103 percent more likely, women’s services were 98 percent more likely, and travel categories were 186 percent more likely to drive consumers to Web sites. URLs on fashion ads also provided a 58 percent bump.

The study provides a solid case for integrated communication, with print advertisements serving as a lead generator for Web sites. Consumers are generally taken in by the singular message of the print advertisement and then explore Web sites for more options.

Consumer magazine Web sites are also showing strong traffic gains, up 11 percent over the first quarter of last year. With those Web sites averaging 70.7 million unique monthly visitors, well-planned media efforts can expand an advertiser’s total impression and total reach by reinforcing the print advertisements on magazine Web sites.

Both findings represent that the boundaries between traditional marketing and social media are not so opaque. What has changed seems to be that traditional advertising is shifting toward Internet lead generation as opposed to image advertising or direct sales.