Marketing Talk: The Recruiting Animal Show

You know I’m meaner now, don’t you?” — The Recruiting Animal

This was the opening sentence in an e-mail that invited me back as a guest on “The Recruiting Animal Shoooow!” While it might have warned some people away from the shock jock of recruiting radio, it didn’t phase me.

Sure, there might have been a time that I would have raised an eyebrow, but not anymore.

When it comes to social media, The Recruiting Animal has branded himself apart from many other people who blog and talk about recruiting by being a little more free spirited, straightforward, sometimes grittier, and always funnier than others who write and talk about similar topics. I respect that.

Some professionals and companies do not. They tend to shy away from social media because they are too afraid of what other people might think, say, or do. Personally, I think that’s baloney. If your professional or company message cannot stand up to a challenge now and again, then your message probably doesn’t have much merit at all.

Maybe that’s why if any central theme did emerge from the show yesterday, it was that most companies, and maybe recruiters, do not know what differentiates them from others in the marketplace, which basically means they don’t have a message.

Right. Simply saying “I’m a recruiter” is not really a message; it’s a job description. So while that might hold up in a casual conversation at a bar, it doesn’t do much to help a prospect decide why they might choose to work with one recruiter over another. It doesn’t hold up very well under a challenge.

Too many people are still putting the cart before the horse.

The problem isn’t exclusive to recruiting. It’s in every industry. It seems most people have no idea what sets them or their company apart from anyone else. Worse, many tell their customers that they want to emulate someone else without any thought given to how they might be different. It even sheds some light on a Twitter comment Animal pointed to just prior to the show.

“I love it when marketing people have NO idea what their client does.” — Yin Chang

Of course marketing people don’t have any idea. Not all of their clients know what their companies do either. And when that is the case, they become delusional and begin to think that simply outpacing the competition’s media buy will be enough. Um, sometimes. Maybe. Not really.

A clear contrast between people or products can help customers, clients, and consumers make the best choice for them. And until professionals and companies begin to define what those contrasts might be, it doesn’t make a lot of sense to fill up space simply because it’s there. It might even be better to stay home if you don't have a message.

The bottom line: if companies invest more time in understanding who they are and what differentiates them in the marketplace, it might become significantly easier to determine where to invest their marketing dollars.

At minimum, it could help a company manage its communication instead of avoiding social media all together or, worse, allowing the long tail of social media to wag the company dog.

Sure, some people claim it was “gutsy” for Chevy Tahoe to “take control of their brand.” When it was brought up during the show, it seemed to me allowing consumers to “control” a brand seemed kind of silly, especially because it put their customers in the line of fire.

But the more I learned about the Chevy Tahoe contest, it didn’t take long to see that GM never gave its brand away to social media as some seem to claim. And, upon closer review, there was hardly ever a crisis.

GM simply engaged consumers and allowed them to make their own commercials. Then, when a small number of people decided to provide an environmental context instead of a commercial context, GM had an opportunity to talk about their increasingly green focus.

So did they ever give control of its brand to someone else? I think not. It seems more likely they were managing their message all along, which is what Steve Hall seemed to conclude as well.

Not that it matters. The Chevy Apprentice contest is over and other than a few ads still appearing on You Tube, all the content, good and bad, is gone.

Dialing Up Everything: Blog It

BlogTipz, one of several blogs dedicated to blogging, has been running a series on the growing number mobile blogging applications for the iPhone. While the overviews mostly recap the software features, the posts provide a nice round up of applications.

WordPress and TypePad were among the first to provide custom applications. Since Blogger has yet to offer an iPhone application (though it does offer mobile blogging via text messaging or e-mail), BlogTipz suggests Blog It, which is a multi blog and presence application platform offered by Six Apart.

Setting up Blog It via Facebook is easy enough. Setting it up via the iPhone browser takes a little more time, but only because Blog It doesn’t allow a direct connection to Blogger like it does through Facebook. As an iPhone browser application, you have to use OpenID or one of four other account options.

Of course, mobile blogging is easy enough just signing onto Blogger via the browser. So the true benefit, at least from the Facebook version, is that Blog It makes it easy to update multiple accounts, including: TypePad, Blogger, FriendFeed, LiveJournal, Moveable Type, Pownce, Tumblr, Twitter, Vox, and WordPress. Of course, Blog It is still not a replacement for Twitterific (which also has an iPhone applicaton) or Twitter thincloud (browser application) so it’s not really a replacement for presence platforms.

How Phone Applications Impact Marketing

The applications reminded me of a Media Snackers post written back in November. There is little doubt that social media is changing some aspects of communication, especially as applications become simpler and more streamlined.

In less than a week after 2.0 software was released, my dentist concluded that he would be taking all his banking mobile. He also mentioned how easy it was for him to see that that the future of computing will rest in the palm of our hands. Yep. That is the way Apple innovations are steering the industry.

When you add message mobility to the list of six ways social media is impacting communication as I offered up in the Media Snacker post, the most effective communication will trend simple, not complex. In other words, if it takes too long to load on a phone, fewer people will be reading.

Technology isn’t the only driving force for simpler, more direct, and authentic messaging. Consumers are asking for it. As everyone is impacted by more and more messages every day, our patience to wade through long leads is over.

Whereas it used to be only 25 percent of the population wanted cut to the chase, most customers today expect any product contrast points to be delivered up front. It makes sense.

All of us are being impacted by more and more messages every day in every facet of our lives. Our patience to wade through a long lead is gone. In fact, other than a few people who have incorporated the long lead into direct sales-driven Web sites, the only remaining advocates seem to be a few old school direct mail shops.

Catching New Fans: Rob Thomas

When you visit the Web site of screenwriter and producer Rob Thomas, his work is divided into sections: Books, Film, Television, Music, and Personal Info. But one more category remains on the top of a site that hasn’t been updated since one of his projects received the green light for season two — and that would be Veronica Mars.

By all accounts, Thomas seems as dedicated to Veronica Mars as the fans are to him. I know the fans are, because every few weeks they send me an update on their activities to grow a show that was prematurely cancelled after its third season.

Sure, fan outcry from cancelled television shows has become commonplace, with everyone from Moonlight to October Road giving it their best shot. But there is one thing unique about Veronica Mars fans. They remain optimistic realists — people who accept that Veronica Mars is unlikely to return to television, but may one day see a second life with a Veronica Mars movie.

The secret to their continued success? They have several small but memorable programs in place. I was introduced to one of them last March when they asked me to “try watching three or four episodes” and see if I wanted to watch the rest of the season.

Although the question was padded, because I was already watching season three via iTunes, I gave season one a shot. Four busy months later: my family couldn’t watch three or four shows. They had to watch them all.

They are now waiting for me to order season two from Amazon.com, which will be right after I send the “loan it forward” DVD set to its next destination this week. It’s headed cross country to a blogger who might appreciate the high touch approach to consumer marketing if not the show on its own merit.

If he watches a few episodes into disc two, he might become another fan and then “loan it forward” again. After all, there is something smart about the writing in this enduring series as the primary story arches develop. Coincidently, I felt the same way about season three. The set-up doesn’t seem as strong as the middle, but it eventually becomes vital to the underlining story.

Is it working? Considering one of the fans recently presented actor Jason Dohring (he portrayed Logan) with a scrapbook full of fan letters and artwork and the fact that Veronica Mars is still being positively mentioned in the press again and again, they seem to be doing something right. And in some ways, perhaps, better than anyone else.

Sure, our friends and Jericho fans are still sending nuts, but the Veronica Mars campaign continually captures more fans and friendly media attention without the hazard of having already had its second chance.

But more importantly, after watching two seasons of Veronica Mars, I’m won over with the logic that it just feels like big screen material. Provided Rob Thomas is in the driver’s seat and some of the cast continues to show an interest before they get too old to play their parts, it really could work as an alternative to the consistently typical summer blockbusters that tend to grace the screen.

Wrapping Whimpers: Biegel vs. Dentsu

I’ve received several e-mails during the last few weeks asking if I was ever going to close the case study on Biegel vs. Dentsu after an attorney-infused circus side show ended in an anticlimactic settlement. What’s to write about? Everybody lost.

After months of double talk, with some participants pandering and dismissing blogs at the same time, the two parties tied to the case have agreed nothing happened and no one said anything. Um, you know, it’s almost like calling for a do over without the group hug.

"As a result of this settlement, those allegations and claims have been dismissed, including any potential counterclaims that have not been asserted by Dentsu. Both parties retract all public statements."

Steve Hall at Adrants offered the perfect summation in his first sentence: “Yawn.” Catherine Taylor, who writes adverganza, wondered about reversals and blanket retractions. And most, including me, said nothing at all since both parties have agreed not to disclose or discuss anything else.

However, one might wonder whether the unnamed “advertising company” described as a “discrimination re wrongful termination” case and listed on The Dwyer Law Firm’s Web site is coincidence or not. The amount, which would include attorney’s fees, costs and interest (according to the site) was $55,000.

Of course, if $55,000 was the undisclosed settlement amount, and I’m not saying it was, then the personal brand and credibility damage (despite blanket retraction) was obviously not worth it, which was my original point. Case closed.

Accounting For Brand: McDonald’s

In Nevada, a large McDonald’s franchisee pleaded guilty to supplying illegal workers with false identification and agreed to pay a $1 million fine.

Surprising to some, the franchise, which was raided last year, is located in Reno, Nev., where illegal immigration tends to be less of a hot button issue than it is eight hours south in Las Vegas.

While the owner of the franchise was not charged, the company's current director of operations, Joe Gillespie, and former vice president, Jimmy Moore, could face up to five years in prison and a $250,000 fine. The franchise has since promised it will never allow this to happen again.

In a statement, McDonald's Corp. has already said the case "was an isolated incident and not part of any ongoing investigation into McDonald's USA."

The case does, however, mirror another odd story where the manager of a Minn. McDonald’s allegedly turned down a Hispanic applicant after he revealed he was born in St. Paul, Minn. According to the story, the manager said he only hired Mexicans from Mexico.

While McDonald's Corp. handled the issue appropriately from a crisis communication standpoint, its at arms-length handling of franchise owners seems slightly off center of its longstanding brand protectiveness. After all, it was Ray Kroc who once said "the basis for our entire business is that we are ethical, truthful and dependable."

The trend to allow increasing autonomy to franchises began in 1991.

Advertising Conflict: TBWA Worldwide

Omnicom Group Inc.'s TBWA Worldwide is discovering just how difficult it can to be a global company without a consistent message. Two of its offices produced two different advertising campaigns for the Olympic games.

As covered by The Wall Street Journal, its Beijing office is running a campaign on Chinese pride for Adidas while its Paris office worked on another for Amnesty International that showed Chinese athletes being tortured by Chinese authorities.

According to the story, Chinese bloggers, spurred by a report in state-run media of the Amnesty campaign last week, are now calling for a boycott of all TBWA ads, among other measures.

While Amnesty International decided not to run the ads throughout the Olympics, they did give permission for the agency to run them one time so the agency could enter them in the Cannes competition. Yep, another award blunder. The TBWA ad won a Bronze Star at Cannes.

TBWA’s headquarters in New York has since dismissed the advertisement as “the action of one individual at our agency working on a pro bono account." But some people have pointed out the obvious. More than one person was credited with the Cannes win. And that is nothing compared to the timing of the debacle — TBWA’s major stake in the VISA account is undergoing a global ad review.

Times are changing. As advertising becomes more personal (in part because of social media), consumers seem to want the message makers to be as transparent or at least as authentic as the clients they are writing for — a trend that originally began with consumers scrutinizing which marketers supported (or did not support) which television and radio programs. I’m not always sure this is such a good thing, but it is what it is.

Even more obvious to me, once again, is that agencies and clients lose anytime the decision to do something is tied to awards. Awards are easy. Results are not. While these ads were creative, all they really succeeded in doing was damage everyone involved. And no matter how you spin it, that is not very effective at all.