Attracting Attention: Who Will Stand For Veterans

Veterans Day might be a little less than a month away, but I'm not always certain we need to wait for a national holiday to think about veterans. After all, our servicemen and women do not confine their sacrifices to once or twice a year. The various organizations that support them don't either.

It's one of the reasons I signed on to assist the producers of Who Will Stand to host an event at BloggersUnite.org on Veterans Day, Nov. 11. The online event, Veterans Day: Who Will Stand features five nonprofit organizations that could use some additional support this year. All of them were included in the film.


In addition to covering the plight of physically and/or psychologically wounded soldiers after they have returned from war, the independent documentary highlights why veterans' programs and nonprofit organizations are so vital to supporting the services provided by government. Having learned more about them, I can safely add U.S. Vets and Soldiers' Angels, which I've written about before, here and here.

Five Nonprofit Organizations Featured In Who Will Stand

• The Soldierʼs Project helps provide free counseling and support to military service members who have served or who expect to serve in the Iraq and/or Afghanistan conflicts and to veterans of those conflicts. The services are completely confidential and are not reported to any government agencies.

• Defending Freedom raises awareness and support for servicemen and women with their Defending Freedom wristbands. One hundred percent of the proceeds go to military charities to support the troops and their families. More than 673,000 wristbands have been sent overseas.

• Canines for Combat Wounded provides service dogs for servicemen and women injured in combat. Beyond providing companionship, the dogs are specially trained to work with the soldiers according to their needs, helping them live longer, happier, more rewarding lives.

• Blue Star Mothers provides support for active duty service personnel, assists veterans organizations, and is available to assist in homeland volunteer efforts. The organization consists of mothers who have or have had children honorably serving in the military.

• Wounded Warrior Project raises awareness and enlists the aid of the public in meeting the needs of severely injured servicemen and women by providing direct services that honor and empower wounded warriors. They also advocate for legislation to provide critically-needed services to family caregivers of severely wounded warriors.

At the helm of this event, which includes a special showing in Las Vegas, is director/producer Phil Valentine. Valentine, who began his career as a television scriptwriter in 2000, is a seasoned filmmaker, having produced films that include Gags, Siren, and The Las Vegas Abductions.

Changing Environments: 2010 Ford Taurus Outdoor

Digital billboards are hardly new, but there seems to be some potential in the way Western New York Ford dealers will use them. When it starts to rain, the message changes. When there is a full moon, the message changes. When any number of 50 situations occur, the message changes to pinpoint the situation and deliver a situational message.

"The boards allow us to talk to people about relevant local events, news and weather, while having some fun introducing the vehicle's features," said Chuck Basil, representative of the Ford Dealers of Western New York. "The new Ford Taurus is a very unexpected vehicle so we wanted our advertising to follow suit."

That is what the campaign is about: It will introduce people to the new 2010 Ford Taurus, with western New York Ford dealers hoping to drive home the message that the car, along with the billboard messages, are "unexpected." While the creative thread is thin, the application has potential for both Ford and the future of advertising.

"Advertisers are now able to change their messages as often as they want, set up their ads to run up-to-the-minute weather forecasts or even link to a Twitter or Facebook account updating the board's message almost instantly," says Todd Schaefer of Lamar Advertising. "The creative options are endless."

Why Situational Communication Will Work In The Future

While marketers are borrowing from their public relations, advertising, and corporate communication budgets to cobble together social media funding, social media is not replacing them. Situational communication is replacing it.

We already know that the course of most communication is to steadily increase the impact of proximity (location) and demographics (population characteristics) thereby increasing the connection with the consumer. But what hasn't been fully explored, since the individual targeting featured in the film Minority Report changed too frequently to be scalable, is how technology could put us on the right path.

Could you, perhaps, read this post on the bus stop shelter poster or duratran signage at the airport? And if not this post, then why not The New York Times, with a certain percentage of space saved for the content sponsor? And while e-reader technology is still not cheap enough to mass distribute devices today, we might ask why print publications haven't been exploring such options to deliver the distribution devices for pennies on the dollar and thereby eliminate distribution and printing costs.

Right. For all the buzz from some publishers about consumers paying for subscriptions, most of them have forgotten that consumers never really paid for the paper. Advertisers did. Subscription prices barely covered the price for home delivery.

So how does the 2010 Ford Taurus campaign fit into the picture? Digital publications could deliver digital advertising as situational as Lamar Advertising's outdoor concept, e.g., allowing an investment firm to deliver messages based upon the fluctuations of the stock market but only for those readers that meet a certain demographic profile.

All it requires is for modern advertising creatives to stop writing for each other and return to their golden era roots, where copywriters once wrote as if they were writing to a single consumer (much like some social media pros do today). In fact, in our playbook, digital distribution would not only make this possible, but it would also make it a necessity. Leap forward already.

Shining Starters: 10 Tips For Blogger-People Relations

While there are many top ten lists for bloggers, most seasoned bloggers — independent and organizational alike — will tell you that writing content is only part of the equation for sustainable success. Virtually every successful blog does more than offer good content. Many establish a sense of connection and sometimes community despite a presentation-like format.

The ability to infuse engagement, outreach, and relations into any social media program is the difference between having a successful program vs. one that doesn't seem to work. After all, if anyone can write a post and be successful, then every blog would have better than 200 readers. Most don't.

A few months ago, we performed an evaluation on an internal blog for a government agency. Despite the opportunity to employ it as a strong internal communication tool, the apparent lack of engagement and occasional adversarial tone from employees had left the communicators at a loss. What were they doing wrong?

In addition to providing six primary recommendations and 14 steps to realign the blog to meet its original objectives, there were some additional concepts missing from the program that had nothing to do with the nuts and bolts and writing posts. They had everything to do with people-to-people relations and organizational values. Here are ten tips.

Ten Common Sense Blogging Tips Beyond The Post

• Treat others with respect, even when you disagree with them, and they will respect you.
• Listen to what others have to say, and understand their point of view before being heard.
• Never be afraid of holding a less popular opinion, and people will add more value to your opinions.
• Keep your promises, even if it means making fewer promises, and people will know they can trust you.
• Allow others to share in your work from time to time and they will take responsibility for it.
• When others see justice used in solving problems, it reaffirms their sense of right and wrong.
• Invest one-on-one time with people, answering their questions and joining discussions, and they'll know you value them.
• If you expose yourself to diverse viewpoints and ideas, you'll benefit from improved critical thinking skills.
• Praise efforts, but never be afraid to improve, expand upon, or correct them, and the recognition means more.
• Lead a balanced life because the best posts and stories don't originate from online content.

From time to time, you'll find some of the best read and/or social media experts stumble on these points too, either slipping into diatribe or extending niceties to the point of pushing forward concepts laced with problems. It's okay. We're all human.

More to the point, however, is that observing those ten tips makes all the rest more manageable. Here are some of the better ones that we've collected. Enjoy.

Five More Blogging Tips From Around The Web

• 10 Simple Productivity Tips for Bloggers>Daily Blogging Tips from DailyBlogTips

• 10 Tips For Writing Blog Posts That Shine from Top Ten Blog Tips

• Build Upon Your Strengths As A Blogger from ProBlogger

• Top 10 Tips for New Bloggers from Wired

• 10 Tips for Becoming a Great Corporate Blogger from Scout

Targeting Trends: UC Berkeley School of Law

According to a new consumer privacy study by the Berkeley Center for Law & Technology at UC Berkeley School of Law (Berkeley Law) and the Annenberg School for Communication at the University of Pennsylvania, most Americans do not want online advertisements tailored by marketers to their specific interests. This study contradicts some finer points from The IBM Global Study released earlier.

The report, entitled "Americans Reject Tailored Advertising," shows 66 percent of adults said no to tailored ads. Even more concerning for marketers, between 73 and 86 percent will reject tailored advertising when they are told what information marketers intend to gather, including tracking behavior on websites and in retail stores.

The Study Reveals Irritated Consumers

Behavioral targeting, which involves following consumers’ actions and then tailoring advertisements for the consumers based on those actions, have come under increased scrutiny by the Federal Trade Commission. Marketers insist behavioral targeting helps deliver the right ads to the right consumers. Privacy advocates argue it is an invasive practice that labels people.

• 92 percent of those polled agree there should be a law that requires websites and advertising companies to delete all stored information about an individual upon request
•  63 percent believe advertisers should be legally required to delete information about their internet activity immediately, whether requested or not.

The report demonstrates that, while younger Americans are less likely to reject tailored advertising (54 percent) than Americans over the age of 24, marketers may be pushing too far ahead and too fast. Harris Interactive warned marketers that consumers were open to behavioral targeting as long as it was constrained.

Driving Advertising: IBM Global Business Services Study

Ever since Michael Gass posted highlights from the executive summary of the IBM Global Business Services study on advertising, some people have been wondering what it all means. We broke it down into the reality, rewards, and risks associated with four segments.

Highlights From The IBM Global Study

IBM Study. Attention: Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world, as they continue to shift their attention away from linear TV and adopt ad-skipping, sharing and rating tools.
Reality. Companies will have to consider increasing smaller groups of consumers, with increased sensitivity that even similar groups will react very differently to their message.
Reward. It will reinforce the concept that demonstrating a product and service contrast works.
Risk. In a world full of purple cows, no cow is different.

IBM Study. Creativity: Technology is allowing for more user-generated and peer-delivered content, and new ad
revenue-sharing models, allowing amateurs and semi-professionals to create lower-cost advertising content.
Reality. Other studies show that there is already an increasing demand by consumers to have someone help them vet the quality of content from the quantity of the content.
Reward. Some new talents may be discovered, creating unique opportunities for companies to support them.
Risk. It may take considerable time to swing back from popularity- and affirmation-based recommendations to objective consideration. However, over reliance on consumer-generated marketing will fade as companies realize consumers have a finite amount of time to invest in every company with a contest.

IBM Study. Measurement: Advertisers are demanding more individual-specific and involvement-based measurements, putting pressure on the traditional mass market model.
Reality. Shrinking representative tracking measures that skewed toward select demographics died three years ago.
Reward. Companies will be able to better understand the consumer they are trying to reach.
Risk. Over reliance on click measurements produces disastrous decisions; over targeting to smaller groups already creates inconsistent messages for many organizations. Someone has to move beyond group think.

IBM Study. Advertising Inventories: New entrants are making ad space that once was proprietary available through open, efficient exchanges. As a result, more than half of the ad professionals polled expect that open platforms will, within the next five years, take 30 percent of the revenue currently flowing to proprietary incumbents such as broadcasters.
Reality. Broadcasters will either return to creating quality content and maximizing their revenues with non-advertising revenue or they will become indistinguishable and perhaps less entertaining than consumer content.
Risk. Budgets will shrink, advances will disappear, and the best broadcasters once offered will be gone. Bundling could make the auction markets less palatable much like uncontrolled rotates today.

There is little doubt that advertising will change dramatically in the next five years. And while many people consider it an evolution, some change has an equal opportunity to be a digression. What do you think? Did anybody read it? IBM Global Study.

What Others Think

• Follow the leader is a dangerous game, particularly when you follow Hippos… by Mark Allen Roberts

• IBM Study: The end of advertising as we know it by DreamGrow Digital

• Advertisers becoming more agressive, so what is the ideal relationship? at Zero Degrees

Marketing Movies: Why They're Different

According to Adweek, a new study by Stradella Road reveals that 73 percent of moviegoers first gain awareness of a new movie release from television and 70 percent from in-theater trailers, beating out word-of-mouth (46 percent) and the Internet (44 percent) and leaving billboards and newspaper advertising way, way behind.

However, beyond the initial exposure of a new movie commercial, an overwhelming number of people across all age groups have fully adopted digital technologies and increasingly depend on them to gain information about new movie releases and help with their decisions about which films to see. As with most advertising campaigns, television is effective to generate awareness but the Internet becomes the battleground in the decision-making process.

Key Findings From Stradella Road

• 94 percent of all moviegoers are online, across all age groups
• 86 percent of all demographic segments go online via a computer or mobile device once a day
• Moviegoers spend more time online (19.8 hours) than they do watching television (14.3 hours)
• 73 percent have profiles on social networking sites, and 69 percent watch online video content
• 93 percent report that they use Internet search to find information about new movie releases

What We Learned Marketing Indies

Our own experience marketing independent films demonstrated much of the same. Television, including news and reviews, dominated generating awareness. However, it was a strong personalized social media program that proved critical in creating a desire to see a film in theaters and prime audiences to purchase the DVD.

Social media also helped mitigate negative reviews, especially in that film fans would defend the film and point people to more positive reviews for a balanced perspective. But even more importantly, the social media program helped capture interested moviegoers and direct them to balanced insider information written by the producers (as opposed to a single critic's viewpoint).

The end result was a more passionate fan base, one that not only referred people to see/purchase the film, but also take a personal stake in the movie as fans were invited to become as close to the film creators — producers, directors, writers, and cast — as possible. While the independent film had several hurdles to overcome via traditional publicity (40 interview requests, but no A-list cast available to accept them) and mass media (a remarkably low budget and relatively few markets), fans wanted the film to succeed.

What Can Product Advertisers Learn From The Movies?

The flow of information for products and services works relatively the same way. While diminishing, traditional marketing has an expansive reach that provides an excellent opportunity to generate awareness. However, immediately following that awareness, consumers are increasingly turning to the Internet for information that will help them make purchasing decisions.

However, there is a piece of the equation that differs for products and services. One of the reasons that the public responds well to television advertising for movies is that movies are considered an important message whereas most products and services are only important to those selling them.

So, the hurdle most advertising creatives need to overcome is how to make what is the least important message in someone's life (an advertisement) into communication that can change behavior. Or, as Kurt Vonnegut once said, "You say what you have to say. But you have to learn how to say it in a way that people can see what you mean." Or in advertising, sometimes they have to "feel" what you mean. If they don't, you can talk all day about yourself and never move anyone.