Paying For Politics: Hillary Clinton

Ever since online merchandising became possible, candidates have been looking for ways to employ it for fundraising purposes. According to the Tribune’s Washington Bureau (hat tip: The Hotline), at least one candidate is looking to push the possibilities.

Hillary Clinton is hoping to erase $20 million from her campaign debt by selling a T-shirt that was originally meant to raise campaign funds. The T-shirt is “limited edition” and costs $50. Clinton promoted the T-shirt in an e-mail blast to supporters and the New York Daily News has a shot of her pushing the shirt, mentioning how it sounds a little bit like a Budweiser rip off and what the contest-winning designer has to say about it.

A Clinton spokesperson would not comment, nor has there been much mention that a good part of that debt is money she loaned herself and shirt purchases could detract from fundraising efforts by Sen. Barack Obama or other candidates, regardless of their party affiliation. Of course, Obama doesn’t seem to mind. He is also urging supporters to help his former rival out.

While there is nothing wrong with helping to retire a candidate’s debt, some people might wonder what’s wrong with a little fiscal restraint before asking voters to foot another bill caused by too much spending. Oh right, never mind. Visa, Mastercard, and American Express are accepted by the T-shirt site.

Now if only some politicians would propose a T-shirt to help erase the United States’ national debt then they might be onto something. Now that one really would be for you.

Advertising Connections: Branded Content

A little more than a year ago, I was the guest on the Recruiting Animal Show to talk about a subject that few people believed would ever happen. Branded content, a variation of income marketing as I sometimes call it, was already taking shape.

A few months later, Procter & Gamble made it sound more serious. And most recently, Digitas, which is part of the Publicis Groupe, formally became of one the newest entrants into the branded content game.

"It's more and more difficult for brands to get their messages in front of consumers," Mark Beeching, global chief creative officer at Digitas told AdAge. "But at the same time there are more opportunities for brands to create content."

Digitas punctuates a social media concept on its Web site. Beeching's quote even sounds like the message we share and shape every day.

"Instead of marketing at customers, our job in the digital age is to get customers working with us and for us,” he says. “And you do that by working with them and for them. This is where the new marketing energy and breakthrough results are to be found."

It’s refreshing to hear it in advertising, and underscores that agencies are more than ready to move forward into the social media space. Their approach? Here are the first three:

• new ways of listening harder to customers for actionable insights
• ideas that earn customer engagement through valuable and motivating experiences
• new ways of being responsive to customers across channels and over time

And to think all this time that some people thought advertising was a dying one-way communication art form. No. Like all art and media faced with new possibilities, opportunities, and technologies, it survives, adapts, and improves.

We look forward to seeing what they cook up next at Digitas. It's about time.

Fighting For Frequency: Advertising

The old number was 80, but the new number might be significantly higher. One station general manager told me it is as high as 240 impressions before a message begins to stick.

That’s a boatload. And advertisers, marketers, and media are all working hard to keep up by finding new places to tap space for advertising. So if you aren’t excited by advertising that pops up on the bottom of the screen, stay tuned — Bravo tests a new L-shaped bar that will potentially deliver even more ad messages. Not everyone is happy about it.

"It's distracting. It's frustrating, and you feel helpless," said Robert Weissman, managing director of Commercial Alert, told Advertising Age. According to their Web site, the non-profit’s aggressive mission is to keep commercial culture within its proper sphere.

Part of the reason for the increased proliferation of advertising is part Internet (with Facebook leading the charge) and part consumer behavior toward network television. The American Advertising Federation is currently running a smart poll that asks its readers if they use their DVRs to fast-forward commercials. So far, more than 85 percent say they do (and AAF SmartBrief readers are predominantly advertising people).

Of course, it’s not limited to entertainment. AT&T is experimenting with income marketing, a concept we’ve tested for non-profit efforts over the last year. Taking it a step sideways and using custom-product generator Zazzle. Adweek describes it as an “Atmosphere BBDO-created Web site that invites visitors to construct their own make-believe, mash-up localities.”

If you like the idea and purchase a shirt with your custom mash-up, you’ll also sport the AT&T brand on the back of your shirt. Allowing consumers to partly embellish the design is pretty creative in engaging consumers.

However, when you start to stack it all up, one starts to wonder if marketers are becoming a bit delusional over the values of frequency and reach at the expense of the value proposition and message. Who knows? Perhaps advertisers are unknowingly searching for a tipping point when seeing a brand name everywhere might create a negative impression. (Think Pairs Hilton or Britney Spears saturation).

Then again, if there is no tipping point and seeing identity-driven banners anywhere and everywhere really does mean something to consumers, I might start selling a piece of dry erase board when I’m teaching again in spring. A badge on my suit? Well, that costs extra.

Spotting Convergence: Procter & Gamble

When I began writing that company-driven digital media was an emerging trend to watch with tangible income marketing potential, some people weren’t too keen on the idea.

Two days ago, Brian Steinberg with Advertising Age reported that Procter & Gamble (P&G) is in the early stages of producing a pilot focused on sketch comedy and the travails of the comics who devise it, which it hopes can become a primetime reality series for broadcast or cable. While this doesn’t connect all the dots between Internet-based digital media programming and traditional broadcast television, it does raise interesting questions around the concept well beyond the Cavemen.

"If it's not entertaining, then it's not going to engage, and if it doesn't, then it's a failure," said Peter Tortorici, president of WPP Group's Group M Entertainment. "Consumers aren't looking to be entertained by brands. They are looking to be entertained by characters and stories."

Tortorici is right. Under the existing model, advertisers rely on networks to develop and nurture entertaining shows to capture an audience. Then, assuming the measures are right, they buy time around those shows. However, most people agree that the old model is broken.

"The market is so fragmented, and because you have DVRs out there, we know that people are fast-forwarding through the commercials,” contributed Pat Gentile, head of P&G Productions, to the article. “If you can create something that is interesting and that resonates with the consumer, for Procter & Gamble, that's a pretty big deal."

It is a very big deal. P&G is among the biggest spenders on network television despite steadily shifting away from television advertising since 2005. Considering P&G currently commands an advertising budget of $6.7 billion, producing its own pilot it seems like a modest investment.

Some might say it’s almost a necessity. Even Fortune’s Geoff Colvin framed up his question to P&G’s James Stengel this way: Fortune’s Geoff Colvin: “Now that mass media is losing its dominance, what's the new model?”

“It's about understanding these consumers in a complete way. Our research has changed a lot. We do much more immersion research, much more anthropological research. We really try to get at what we can do through our brands to make a difference in people's lives,” Stengel said.

Although P&G is developing a pilot for broadcast or cable this time, we would not be surprised to see even more immersive experimentation in digital media, which provides better tracking through analytics and an ability to nurture niche markets. (We can think of hundreds of programs that P&G could develop to engage audiences on the Internet.) As Steinberg pointed out in his well-written article, P&G already has precedents.

Hmmm … suddenly, company-produced programs doesn’t seem so silly anymore. And while I am not suggesting that company-produced programming will or should completely replace broadcast penetration, it does make a lot of sense to consider programming as a viable part of the marketing mix.

Emerging Trends: Digital Media

I'll be writing a post-show roundup to my "sequel" appearance on The Recruiting Animal Show tomorrow, but you don't have to wait if you want to brave the waters on your own. The entire show, which addresses the merits and potential challenges of evolving a blog into a media business (or better yet, income marketing opportunities), is available online in its entirety.

Other than a technical hiccup or two, the program delivers a lively discussion with myself, a marketing specialist, two experienced recruiter-bloggers, and, of course, the undeniably talented show host, The Recruiting Animal. Listen to the show now or wait for the recap tomorrow. Either way, the show provides a glimpse into adding digital media to your marketing mix; perhaps even serving as a pre-teaser into something we have planned with one of our many strategic partners.

Incidentally, if you're still not convinced digital media is on the rise, consider that the ROO Group, another emerging leader in online video solutions for content providers, advertisers, and Web sites, has partnered with a popular morning TV show in Britain, GMTV, to launch an online video portal. The portal will also feature four additional channels including: news, showbiz, fashion, and family health.

Marketing Media: The Recruiting Animal Shooowww!

Johnny Depp, talking to Entertainment Weekly about the final installment of Pirates of the Caribbean: At World's End called it right. Critics are always tougher on sequels than first runs. Which is cool. Why not? There are worse things in life.

"After the first one was a success, I was sure the critics were going to snap around and start taking pot shots. It's in the rule book: You must take a dump on the second film."

It's something I have to keep in mind because tomorrow I'll be making my second appearance on "The Recruiting Animal Shooowww!" And like all good sequels, there will be much more to fear than a recruiter who can transform himself with the mere mention of a full moon. Tomorrow's show includes Marketing Headhunter, someone who is reputed to have taken more than one head in his blogging career. With two fearsome words tied together, "marketing" and "headhunter," I'm not surprised.

Sure, there are never any clear villains mentioned on this program (except Mr. X, maybe) nor will there be tomorrow, since I'm the guy sporting the "moustache" as the Recruiting Animal likes to call it. But then again, silver bullets might keep half animals at bay, but even I know they don't do a thing for headhunters. I have no idea what magic talisman I might need to keep me safe and the topic this time drifts into unchartered waters. It might even take us to the world's end.

The topic, time, and date are set:

The Recruiting Animal Show.
Topic: Can you make a blog into a media business?
Noon EST (9 a.m. PST) on Wed., May 16
Call to talk: (646) 652-2754
Listen On: Windows Media
MSN Messenger: recruiting_animal@hotmail.com

The show will skew toward recruiting, but the concepts cross industry boundaries. Just yesterday, NewTeeVee announced the launch of another VC-funded online video ad network and this one, they say, has some reasonably good claims to legitimacy.

Its credentials include a signed customer, Metacafe; the experience of its leadership at Shopping.com (now owned by eBay); venture backing (amount undisclosed) from Gemini Partners; and “millions” of ads in its initial inventory — but also the same fuzzy claims about how its multi-faceted approach to understanding the context of a video is better than the competition. You can see for yourself at Adap.tv.

With countless distribution platforms released since the rise of YouTube and more on the way (as many as it takes to make a bubble, I imagine), sooner or later you have to wonder where the programming content will come from. I'm a proponent of the idea that some content might come from companies, which could translate into income marketing (marketing that generates income).

And why not? The simple truth is that some recruiters (and businesses) are already in the media business with their blogs, podcasts, and social networks. What's so scary about video? It lends itself well to the Internet and it seems to be what Generation Y is asking for.

So what will the outcome be tomorrow? I couldn't even hazard a guess. But one thing is certain: The Recruiting Animal is always as entertaining as he is educational. Who knows? Maybe you can "hear" me lose my head. Ha!

Surfing TV: Revver, Joost, And Everybody

Revver was one of the very first video-sharing platforms to track and monetize videos as they spread virally across the web. As such, we've noticed some interesting concept ideas that are already popping up there, including viewer-driven content like this video from itsallinyourhands.com. The audience votes on the outcome.



At the the same time, Viacom Inc., a leading global entertainment company, and Joost, the world's first broadcast-quality Internet television service, are gearing up for a professional distribution channel with Viacom being a key content partner. MTV Networks, BET Networks, and Paramount Pictures are all part of the partnership to provide television and theatrical programming on demand. (The latest buzz is all about beta invites, by the way.)

Wow. It seems like only yesterday that we were talking about Beth Comstock, president of Integrated Media, NBC Universal, and her company's partnerships with Fox/Newscorp, MSN Video, and SoapBox. Well, not yesterday. More like ten days ago. (And we haven't even had time to talk about Apple TV.)

Look, nobody really knows what the future broadcast-Internet industry (the term digital media has stuck) will really look like in the months ahead. But one one thing is certain. Shorter segments, greater diversity, and an initial shortage of quality content providers will all play a major factor in the foundation of digital entertainment.

Meanwhile, most companies are still thinking of all these trends in terms of "advertising reach" as opposed to "company-driven content development." Hmmm... I'll give them some more time. The writing already seems to be on the, er, wide screen … what, with The Coke Show just one step away, as they ask for visitor-generated characters, songs, skits, and more. Its first challenge ends in just 15 days.

Giving Back: National Volunteer Week

This week, April 15-21, is National Volunteer Week, which is about thanking America's most valuable assets — volunteers — and calling the public's attention to all that they do to improve our communities.

Sponsored by the Points of Light Foundation and supported by USA Freedom Corps, this year's theme is "Inspire By Example." Copywrite, Ink. has long encouraged the businesses we work with, and communication-related companies within our field, to find new ways to give back to the community. We try to lead by example.

While we are currently engaged in several non-profit ventures, I would like to highlight just two projects today...

The first is our support of the National Business Community Blog, which is a nationwide community web log and news feed for businesses releasing information about their non-profit contributions and volunteer efforts.

Originally, we developed the blog for the state of Nevada, but recently decided to expand its exposure. As some of the most inspiring stories and charitable ideas from businesses (that could be implemented in Nevada or elsewhere) come from all over the country, it made sense.

Now, every work day, we share one example of a business giving back to its community or communities. Today, you can even learn more about National Volunteer Week.

The second, which will officially launch May 1, is our new agreement with the Volunteer Center of Southern Nevada (Volunteer Center) to provide a merchandise fundraising solution. As a sponsor of the Volunteer Center, we are developing a merchandise product line to help raise funds for its great work in Nevada. A portion of all proceeds from merchandise sales will help support the organization.

We encourage you to visit its Web site. The Volunteer Center helps people deliver creative solutions to community problems through volunteerism.

They will be one of two non-profit organizations that will benefit from our online mall concept. Once both non-profit organizations are added, we will be inviting others to participate as well.

The basic concept is to provide product lines for several companies and non-profit organizations and highlight them all within one online store. Since each organization will assist in driving traffic to the site, all participating companies and organizations will receive greater exposure and a greater fund-raising potential.

We have already amassed a team of more than 20 designers, beyond our in-house team, who are willing to participate in developing products for non-profit organizations. Each of them will receive recognition for their work as their designs are accepted.

In conclusion, I will be posting again on National Volunteer Week this Friday, specifically addressing how business giving has a tangible ROI for businesses, regardless of size and resources. Until then, I ask that everyone take a moment to stop and recognize some volunteers that you know this week. There is no doubt that they make the world a better place.

Becoming New Media: NBC Universal

Beth Comstock is the president of Integrated Media, NBC Universal. She’s smart. In fact, she’s very smart.

I’m not just saying that because she told WALLStrip via Revver almost everything I’ve been telling people in private circles for more than a year, occasionally hinting about it on this blog (April 6 and Aug. 29), and dropping teasers elsewhere (places like Passion, People and Principles and Recruiting Bloggers.com) last month.

But, of course, those are only glimpses at a much bigger picture.

Perhaps I’m being a bit a more forward today because the time to move on digital media is now. It is so NOW that traditional media is already entering a transition phase to reinvent the broadcast industry. You see, they already know what other companies refuse to believe: digital media (and aspects of social media) is a sure bet to gain exposure and make money, er, if you do it right.

I know Comstock is right because we’re sitting on several content concepts and production models that can be customized and deployed for the right companies. (So far, we are in preliminary planning phase to help just one.) We also have a couple feelers out with people we like, but we’re holding back the whole picture for now. Contracts make me a bit more conversational. Ha!

Here’s the short version: under the umbrella of what we call “income marketing,” the investment to launch something does not have to be huge or time-consuming. Yet, it does have the potential to deliver a return on investment that exceeds the project investment. Right. Marketing with a profit margin.

To do it, the project has to be smart. Very smart. Comstock kind of smart. It also has to have the right content with the right content marketing (two things we’re very good at, with broadcast and publishing content development experience). It’s the kind of stuff that would be right for Wal-Mart or perhaps a competitor. But we see applications in several industries: recruiting, politics, and even one groundbreaking idea for the right broadcast company or someone who wants to start one.

The bottom line is that the future broadcast-Internet industry (or digital media industry) — thanks to the advent of smart technology from people like Apple, AT&T, and others — has a small window of opportunity for anyone. However, this window is much shorter than I originally imagined because of smart people like Comstock. It's only a matter of time before some smart people and companies fill the ever-expanding media deliver platforms that are coming into existence today.

You don’t even have to take my word for it. Take the word of Beth Comstock, president Integrated Media, NBC Universal.

“If you have great content … you’re always going to find distribution platforms.“ — Beth Comstock, Integrated Media, NBC Universal

Yep. She's smart. And she's someone to watch.

Counting Casualties: DraftFCB

Of all the casualties related to the Julie Roehm vs. Wal-Mart legal battle, the quietest past participant seems to be nursing the largest wounds. According to Noreen O'Leary's Apr. 2 story in ADWEEK, DraftFCB is still in the shadow of scandal.

Although there is no public evidence that the agency's recent account woes are linked to Wal-Mart, O'Leary writes that some claim reviews of the $1.5 million John Deere and $3.5 Applebee's account may both be linked to the scandal. (DraftFCB will not participate in these reviews). Along with these accounts, Qwest Communications, a $95 million client that generates about $15 million in revenue, confirmed it is launching a creative review. The story also implies that S.C. Johnson and Verizon Communications are less secure.

"Whenever there's negative press, there's going to be short-term damage. But I don't think there's any fundamental damage to Howard or his agency," said Michael Roth, chairman of Interpublic Group. "In this business, you're only as good as your last account win. This model of the future, of putting these two companies together and winning Wal-Mart, proves the validity of it. I'm still very bullish about this (the DraftFCB merger)."

Others disagree. One former FCB employee described the mood at the company's New York flagship as "grim," according to O'Leary. "Everyone knew from the beginning that Draft would take the lead, but still, it's as if 100 years of FCB heritage is being shredded by Howard Draft."

I think Roth might be right. If DraftFCB can land a major account that gives it the opportunity to demonstrate creative result-driven work (which has not been easy for the Draft side, some say), it may be able to reverse its course. However, this is a very tall order and will require a sympathetic high-profile major account.

Part of the challenge will no doubt be reflective of the ADWEEK poll that revealed 29 percent of the 2,400 respondents said Draft fared the worst in recent industry scandals, second only to Roehm, with 46 percent. Although recent publicity that revealed Wal-Mart's past electronic surveillance and other espionage missions against employees was extreme, only 10 percent said Wal-Mart fared worst.

Here's my unsolicited take for the three most visible parties might consider for turnarounds and wins in the months ahead:

DraftFCB — Since you already made amends by supplying e-mails to Wal-Mart, take a page from the JetBlue crisis communication plan (sans apologizing forever) and create an agency ethics guide. Take a breath and consider some Ragan Communications findings that suggest: more than 60 percent of mergers and acquisitions fail to deliver the benefits that are promised—often because of the poor quality of communication. You need a message beyond picking up 90 smaller accounts worldwide. The message you have, Draft ROI with FCB creative, doesn't seem to be working. Spark up some integrated social media pitches and that will frighten other agencies, after they stop laughing.

Julie Roehm — Stop calling yourself a "change agent," drop the suit, get out of the press, take an extended vacation, come back refreshed (perhaps a bit remorseful), and start your own "marketing 2.x" firm, whatever that is. Your first few clients will likely be smaller accounts, perhaps in the automotive industry, but sometimes smaller accounts can turn into giants if your ideas really work. (Bonus tip for Sean Womack: stay away! Stay far, far away!) Marriage counseling wouldn't be a bad idea either, even if you didn't do anything as you said. (By the way, I'm married. Don't e-mail me!)

Wal-Mart — Sure, you asked Roehm to pass on perks from vendors and it didn't work. It's not your fault. But the time has come to give up on the notion anybody will make you happy with traditional marketing. You do need something new, but new doesn't mean Roehm's "progressive" and "sexy" that would have never reached your target anyway. So the best advice for the fine folks working on your next campaign is simply this: to get back to basics and rekindle that grassroots shopping for common people concept you once had before all the public relations nightmares and bad communication consulting distracted you. Who knows? Maybe what I call "income marketing" would be right up your aisle.

"Income Marketing" is marketing that generates income instead of simply producing expenses so that even CFOs might like it. Sure, it sounds like something that goes against my shell game post, but one of my colleagues told me to call it something. Besides, that was part of Amitai Givertz's excellent comment at RecuitingBloggers.com.

Have a nice weekend and happy Easter!