Bill Geist's Zeitgeist

Channeling Brocas

Those familiar with "Broca's Area" understand the magnetic powers of this region of the human brain. Recent research indicates that it latches onto new and different stimuli, causing us to react positively toward unique images.

Like the recent billboard campaign by Wyoming Tourism seen in Madison WI. Not only does seeing a board from a non-Midwest State catch just about every Broca's eye...the creative really seals the deal. You see...these boards are personalized.

"Badgers...Meet the Bison." For the unintiated, while we may be "cheesheads," Wisconsinites (and especially Madisonians) are known as Badgers, a tip of the hat to the University of Wisconsin mascot, Bucky Badger...not to mention that a badger adorns the head of the guilded maiden on the top of our State Capitol.

I had the chance to chat with Wyoming Tourism Director Diane Shober last week at the Utah Tourism Conference and asked how Wyoming decided to market to Wisconsin. She smiled and said that they have been for a number of years on TV.

And...that they decided to divert some of that buy to outdoor this year to catch those consumers that don't watch much TV.

Yeah...like me.

Diane...it so works. And, congratulations to you and your agency on an extremely smart campaign.

GM Dumps Facebook

Not really...but that's what only reading the headlines might make you believe.

What GM is doing is discontinuing it's advertising on Facebook because they maintain the ROI has been insignificant. And, there's a perfectly good reason for that...as my friend Harvey Briggs opined today.

To paraphrase Ferris Bueller:"Life moves pretty fast. If you don't read the bodycopy, you might miss the real story."

You'd Think the Phone Companies Might Be Concerned

I've often considered where a company's responsibility lies when a product it sells and services is used improperably. Of course, it's fairly easy when bodily injury results. Government steps in and makes the company fix the defect or stop producing the product.

But, when the government fails to step in and stop (and, instead, encourages) the wrongful use of a product...what then? And, what if that wrongful use actually threatens the company's future profitability on one of it's legacy product lines? What if Congress actually causes the company's former flagship product to fail?

Outside of very lonely people, nobody likes to be robo-called. And, my friend Debbie Monterrey posted this telling line on her Facebook page yesterday:

"I am so close to canceling our landline. It rings all day with robo-telemarketing calls that I can't make stop!!"

Phone companies and candidates alike should know that the future viability of both enterprises is tied to stopping this kind of rampant abuse.

But, I doubt Congress will let them.

Stop the QR Insanity

QR codes rock for connecting consumer to product or service...with a meaningful offer or interaction.

But, as the old adage goes, when you're a hammer, everything looks like a nail...and QR codes are just not appropriate in e-mail, on interstate billboards and...ummm, ad boards placed on an airport people mover.

Like this one (click image to enlarge). By the time someone sees it, fumbles for their mobile device, finds the scan app...well, they're in the next concourse.

Don't just do because all the cool kids are.

THINK, people.

Lego My Logo

I know that Logos are real important to a lot of people...especially in the Destination Marketing industry. We spend thousands on logos that are not nearly as important as we attempt to convince ourselves they are.

Don't get me wrong...every corporate entity needs a logo for its website, communications, etc. It's just not generally going to the reason that a consumer buys your product.

Especially when it needs to be interpreted for said consumer. Like the "new" Kraft logo.

Well, it's new to me. Unveiled in 2009, I just saw the new logo this week on a box of Ritz Crackers. When it was unveiled, Kraft said the logo "signals to employees, consumers and investors what the new Kraft Foods is all about."

OK...I'll admit, I struggled with the allegorical "Lord of the Flies," but, I haven't a clue what the "new" logo symbolizes. So, I dug deeper. Besides looking suspiciously like the Yoplait logo, there are all kinds of hidden clues in the logo...kind of like "Revolution 9."

The swoosh is really a smile. The seven bursts represent the seven divisions of Kraft Foods. The triangular one stands for DiGiorno Pizza.

And, if you look at it backwards during a full moon, it will cause you to drop ten pounds and regrow hair.

Of course, I made that last one up...but really? I'm supposed to see pizza in that logo?

I know I'm so late to the party on this (though they did claim in 2009 that the new logo wouldn't be appearing on product...so maybe they just recently changed their mind). But it calls into question two things (beyond that I must not buy a lot of Kraft products).

Logos that require a consumer to read up on what they mean to understand them fail at the gate. And unless the consumer is looking for a logo to define a product quickly, most logos are meaningless.

Which means that we marketers can get on to more important stuff. And, we should.

Being Uncommonly Relevant

Yesterday, we shared with you the story of a candle shop that hit gold by packaging their experience with a wine shop.

This Columbus area wine shop, however, is doing something so cool, we didn't want their brilliance to go unnoticed. On the off-chance that you didn't click on their link yesterday...allow me.

The proprietors of this simply amazing shop, called House Wine, understand an often overlooked premise...the vast majority of those who buy wine have no freaking idea of what they're doing. Especially when it comes to pairing. Yet, so many wine shops focus on the aficionado. The wine snob. And, that's OK, I guess...if you're willing to sell to just 20% of the market.

The rest of us? We're serving salmon tonight and don't have a clue. That's where House Wine is so perfect. As they say on their website: Our inventory is separated by country or food for matching and each wine falls into a class. With our classification system, distinguishing wines by color and character, you can easily narrow down your wine preference. Going organic?  Grilling some beef?  3rd date?  We make it almost too easy.

Hell yeah. Today...it's all about easy. And, in an environment where I can look like I know what I'm doing when I clearly don't.

House Wine isn't the first to understand this truth...but they are one of only a handful who have. On my next trip to the C-Bus...I'm so there.

Why are We Still Doing Casting Calls?

At the risk of being called a racist (it's so easy these days to toss the "R" word), I get why some faces are selected for ads and some are not. When you get one shot at appealing to the largest cross-section of consumers, you want as many people to identify with the visual as possible.

For those of us in the Destination Marketing world, it is easy to show diversity in our Visitor Guides and websites. With hundreds of images, we can show the darkest and lightest of skins all enjoying our offerings. When it's a one-off print ad or a TV spot, the choices become more limited.

I get that. It's the reality of marketing in this wonderfully diverse country.

But, to have an ad agency issue a casting call for "caucasian and light-skinned Hispanics?" WTF?

Isn't there a big searchable database on the interweb that has a ton of models available to view behind the closed doors of the agency? So that your well-conceived intent to appeal to the broadest possible cross-section of America doesn't appear to be so sensationaly racist? And, by association, splatters your client when the media grabs hold of the story?

While we should really be past the whole skin color thing, research shows that African-Americans respond more favorably to ads with African-Americans, Hispanics and Latinos to Hispanic and Latinos, Asians to Asians, Whites to Whites, Natives to Natives.

What this agency is attempting to do isn't wrong. How they went about it is.

Casting Calls? Really?

 

No More Brochures

At this week's Wisconsin Governor's Conference on Tourism, our friend Peter Greenberg graced the stage as one of the keynote presenters...and seriously challenged the crowd when he said it was time to kill brochures.

To a tourismn crowd? Really? That would be, errr, blasphemy.

But, I can't say that he's wrong. And if you think about it...neither can you.

His point is that brochures can't help but reinforce that destinations are lying...with too-perfectly staged photos and lots of "ests" (biggest, best, largest, quaintest, etc.). And that means we can't be believed.

However much I agree with Peter, there is one place where these brochures still work. And, that would be the racks in hotels. You know...when you check into your hotel at 2 and have some time to kill and no idea where the hell you are?

But, is that a big enough market to warrent the expense?

That's your call.

 

 

Where Are You Investing Your Money?

Destination Marketing Organizations like to say they are "the trusted source" for travel information. And, for the most part, DMOs are more trustworthy than other sources.

But, do consumers think so? After reviewing the results from an Iconoculture survey, it's hard to tell...as "DMO" was not one of the sources tracked by the researchers.

Even if they had, though, I'm pretty sure it wouldn't have rated as high as the two top answers: The Internet (62%) and Family & Friends (56%). The rest of the sources? No more than quarter of respondents called them "trusted sources."

Rather than fighting to become "trusted," I think I'd invest in being as visible in the spheres that are already trusted. And that means online and social.

You?

It's Not What You Say

A few weeks ago Terri and I had the chance to hang with the amazing Frank Luntz and his posse in Myrtle Beach (that’s him with Hannity backstage at the Republican Presidential Debate). I hadn’t yet had the chance to read his latest book, “Win”...but quickly devoured it on my next couple flights. And, for anybody that depends on influencing others (which would be, ummm, everybody), the book is a must.

Throughout “Win” (as well as Frank’s earlier works), he stresses that it is rarely what you say...but what people hear. Thus, those who win are those who craft their messages to resonate with what’s important to their audience.

I thought of Frank and had to chuckle the other day as I prepared to depart Omaha. The flight attendant apologized to the first class cabin that she wouldn’t be able to serve a pre-flight cocktail because they were running late...and that she knew we all wanted the airline to maintain its on-time record.

Actually...no, I don’t care about your on-time record.

I want a drink.