Bill Geist's Zeitgeist

Making Heritage Relevent

At last year's Virginia Association of CVB's conference, attendees were hipped to the State's plans for the Sesquicentennial of the Civil War, which should prove fascinating over the next few years. They said that, unlike past anniversaries, the focus this time would be on the stories...not the sites and monuments. Like the story about a young, blondish general that made some pretty stupid moves during a skirmish...which he later repeated at Little Big Horn. Good stories.

Like one of the several slogans that Vacaville (CA) Museum Director Shawn Lum wears as pins on her lapels. I had the opportunity to meet and ideate with her earlier this month...and loved one of her pins a bunch:

History. Herstory. It's All Good.

Yes...it is.

Anticipating Consequence

It never ceases to amaze me how people and companies fail to consider the consequence of their actions. They do what apparently works for them in the moment...and then act surprised when something happens as a result.

Take the case of Chrysler being the heavy in a logo dispute with a High School in Florida. Totally in their right to do so, as my friend Harvey Briggs points out. But could no one anticipate there could be a backlash?

Like nobody in this town ever buying another Chrysler product?

Harvey's solution of how Chrysler should have handled this is dead on...and should be a template for how all of us handle situations in which we might be perceived as the heavy.

Reinventing a Brand?

Say Chrysler...and what comes to mind? Lee Iacocca? The Town & Country Mini-Van? Maybe the Dodge Hemi? Their interesting relationship with Mercedes-Benz?

Their brand manager recently said that he's on the look-out for cars that "people want to make out in." 

Now, there's a target market...

Is it Really the Economy?

A recent "study" shows that the recession is having a chilling impact on fast food breakfast consumption. Apparently, during the ramp up to the recession, breakfast was the shining light of the fast food industry. But, with fewer employed, fewer people are eating fast food breakfasts.

While that's an easy correlation, it points to the challenge for all research into consumer behavior. Is that the only reason that breakfast sales are down at fast food outlets?

Because, umm, I'm still working. But I don't stop in for my breakfast sandwich anymore because I realize how insanely caloric they are.

So, how much of the decline is the economy...and how much is that many of us are eating smarter?

Of course, that would screw up the story...now, wouldn't it?

2010: The Year that Print Abdicates the Throne

According to a just released study by Outsell, 2010 will be the year that, for the first time, advertisers will spend more on digital than, gasp, print.

When the dust settles on this year, it is expected that 32.5% of the total advertising spend will go to digital, with print falling to 30.3%.

But, hold the iPhone. This doesn't mean that print shouldn't be a meaningful component of your marketing mix. It just can't be a default response. Ad spending in magazines is expected to jump almost 2% this year because of the ability to target affinity groups more effectively than in newspapers.

As we've been saying. It's less about the platform...and more about identifying where your target market is spending its time.

Thanks to AdRants for the catch.

The Downside of Being a Movie Star Governor

The California media lunched on a delectable faux-story last week that Governor Arnold Schwarzennegger and his wife were paid over $200,000 for appearing in the State's Tourism commercials. The spots, one with the obligatory (but still funny) "you'll be back" line, have run since 2005.

Big scandal, right? Not really. The Governator insisted up-front that his appearances in the TV spots would be pro bono. After all, that's what a governor should do. Oh wait...no other governor should appear in a tourism spot because, ummm, nobody cares. But Arnold...that's different.

However, his membership in the Screen Actors Guild requires a "minimum" payment. It's a union rule...and there's just no way around it.

But, that gets us back to whether celebrity endorsements work...and whether they are worth the pain of the media wetting their pants over the spin of a completely fabricated story.

Canadians Get a Pass

For those of us paying attention in the travel industry, it's old news that the long awaited Travel Promotion Act was signed by the President late last week.

And, while it's a shame that the marketing of this country must be paid for by nicking the very visitors it seeks to attract, it's the only way that the collective Congressional brain-trust could get its arms around such a concept.

$10 a head on every international entry will now go to a new $200 million program to promote visitation to America. Except Canadians.

Buried deep in the bill just signed is a clause that exempts our neighbors to the north based on our "special relationship," according to Geoff Freeman of USTA.

It's a good thing that members of the Senate didn't read this bill (as they apparently fail to read most of the ones that come across their desk), or some damn fool would have tried to hold it up in retaliation for Canada's Hockey win in the Olympics.

Although, I wonder how Mexico feels...

When You're Stranded at an Airport

There's a lot about flying these days that makes most want to avoid the whole gauntlet. But, being stranded overnight? That's got to be the worst.

Unless you have a video camera and are as creative as Ashley Klinger, who spent her night at PIT a few weeks ago and turned it into her own personal playhouse.

Too funny...as over half a million people have already seen.

Never Screw with a Creative Mind

His first video stab at United Airlines has been viewed just under 8 million times. His follow-up, just under a million. And the trilogy is now complete, as Dave Carroll has released the promised third video.

Just goes to show that it's never smart to screw with a creative mind...especially one that understands social media.

On Airline Fees (even the good ones)

If you're not following Chris Elliott, you really should. Whip smart, funny and definitely a voice for the consumer side of the travel industry, one of his recent posts perfectly encapsulates the whole airline fee debate.

Just as I was beginning to start a rant about American's new $8 charge for blankets (if they charge, does that mean they'll wash them between flights?), I read Chris' treatise on airline fees...and how some are actually a value-add.

And he's right. Onboard WiFi is one. Movies and Games is another. I'd even give them clean blankets, since the standard ones typically look like they've been used for years by homeless people.

But there, of course, are the stoopid ones...but I'll let Chris take the honors.