Remember June Cleaver and Harriet Nelson of early, family television fame? You know, those “typical” stay-at-home moms that, according to their husbands, (and NOT me) sat around and gossiped over tea all day? Did you ever, in your wildest dreams (okay, maybe not that wild), consider them marketing pioneers? No?

Me neither, but according to e-Marketer Daily, these domestic goddesses, with all of their neighborhood gossiping, beauty salon chats, and over-the-fence “did you know’s” shaped a word of mouth (WOM) trend that has become a (although unexpected) powerful, yet under utilized force in marketing.

In the e-Marketer article, and according a 2007 BSM Media study, 64% of moms asked other moms for advice before purchasing a new product, and 63% considered other moms the most credible when they had questions. That’s powerful info in the hands of the right marketers (Attention: Gerber, Graco, Playskool, Kraft, Tyson, et al).

The article goes on to site a study from SheSpeaks stating,

“…87% of female internet users will mention a favored product in conversation and 64% will forward an e-mail link to others.”

Astounding.

How do you, as marketing and communications professionals, utilize moms and this powerful WOM process? Do you have clients that could benefit from this kind of buzz? Let’s open a discussion on how we can empower June, Harriet and their sisters and get this sagging economy buzzing again.

Keep Cooking!
Andrew

In theater, there’s a basic, confined realm in which all of the action takes place. The set, the actors, and action all take place within the three visible “walls” of the stage (stage left, stage right, and up-stage – or the back). Then, there’s the fourth wall, located down stage, toward the audience where, although there’s normally no physical boundary, it’s understood that the action stops there, and the audience is left to simply witness.

“Breaking the fourth wall” is when the action and the confined comfort of “the stage” is compromised. The actors and the action cross that “invisible boundary” and it goes spilling into the audience. Sometimes it creates havoc like in the musicals “Hair” and “Godspell” from the 60’s and 70’s. And other times, it creates further engagement from the audience as in “Cabaret,” where the first few rows of the audience are (somewhat… tee hee) willing participants in the story.

Although the audience is bound from the action up on the big screen, movies also play with that fourth wall. Some of my all-time favorites have utilized this technique like “Blazing Saddles,” where characters speak to the camera several times, and, at one point, Sheriff Bart rides his horse past a full orchestra playing the score for the movie – a prime example. Others examples include “A Christmas Story,” “Ferris Bueller’s Day Off,” “Wayne’s World” (one and two), and “Young Frankenstein” – all of which, by breaking that fourth wall, create a movie experience that is personally unique to each viewer.

Engaging.

So, the question I pose to you is, from a branding standpoint, how do you break through the fourth wall? How do you create an engaging brand experience in which your customers can take part? Have you “Elfed yourself” lately? Is it as simple as creatively creating a “sub-class” of soda drinkers (silly, but I switched for a while)? Or has your favorite brand become integrated into your every-day life?

Hmmmm…. Food for thought.

Until Next time

Keep Cooking!
Andrew

In Marty Neumier’s book, “The Brand Gap,” he specifically points out “differentiation” as a primary discipline – requiring special attention.

Although I agree that brand differentiation is important, I have to constantly remind myself AND my clients, simply being different really doesn’t cut it.

Our brains are hard-wired to wade through the din of messages being thrown at us in blast emails, web banners, direct mail campaigns, drive-time radio, billboards, television commercials and even our cherished blogs. It sends the blah, irrelevant, and mundane to the back of the sorting center to be purged, and brings the UNIQUE front-and-center for closer evaluation and consideration. It also brings the familiar and comfortable (RELEVANT) to the front to create a “mental comfort-zone” that will be a continually growing foundation of your personal and commercial decision-making life.

Now, growing up in the ‘80s, I remember those kids that walked around wearing nothing but Doc Martens, baggy, black clothes, eyeliner, and numerous studded body parts. They were different. They “stood out from the crowd.” Sure. They were trying to build their own brand – their own culture. Or, as described in Neumier’s book, they were trying to create “tribal identification.”

At a recent college class reunion, I tried to reconnect with those kids with the black eyeliner and military boots (yes, I was one of them – for about a week). Can you guess what I found? They looked like everyone else – 20 years/pounds “past their prime,” respectable haircuts, a wallet full of kid photos, and Ralph Lauren or Old Navy emblazoned on every stitch of clothing they wore.

So, what happened to their personal “tribal identification?” Easy. They realized being different without being relevant wasn’t enough – not to mention the low scores in the Engaging column… but that’s another post.

When you and your marketing team review marketing plans, looking for the “Next Big Thing,” remember this: TRUE Branding starts out being Truthful; then, closely followed, comes being Relevant. After those have been solidly defined, then you can be as UNIQUE as you want. But simply being different really doesn’t cut it.

What are your experiences with brands that “try” differentiation without considering truth and relevance? Do you know of any? Can you even remember any? Try it. If your brain has done its job, this one might be a challenge.

Keep Cooking!
Andrew

Thanks to worth1000.com for the use of the “VERY COOL” American Gothic image.

No words can describe the anguish a parent feels when they have a child in pain. There’s no comparison to the complete lock down your mind goes through when you’re waiting for a prognosis for a loved one – especially if that loved one is a defenseless two-year-old.

So, when a childhood friend of mine emailed with the news that he was campaigning for the Leukemia & Lymphoma Society, I immediately (although casually) thought, “How nice. Kevin’s a great guy… and what a great cause.” Then, I read his letter; and somehow, his cause became a little less casual.

I haven’t spoken to Kevin in a while; but I immediately felt his passion and how his commitment to the Leukemia & Lymphoma Society would help make a difference; because he is one of those parents.

Kevin’s letter simply said:

“… on February 13, 2004, my two-year-old daughter, Ava, was diagnosed with Acute Lymphocytic Leukemia (ALL), a blood cancer that causes more deaths than any other cancer among children and young adults under age 20.

For the next 26 months, my little girl endured an aggressive chemotherapy regimen that involved multiple hospitalizations, painful procedures, and blood transfusions. Through life-saving medicine, the support of her caregivers, and the loving prayers of family and friends, her cancer is in remission and she is a strong and confident first-grader. Although considered a survivor, Ava’s blood will be monitored for cancer cells for another five years, and she faces a lifelong struggle against the after-effects of chemotherapy.

In honor of my daughter, Ava,… From now until June 13, it is my goal to raise over $60,000 in the fight against blood cancer. It is a small but meaningful way for me to “pay forward” the blessing of Ava’s continued presence in the daily life of my family and to remember those who have lost their own battle against this deadly disease.”

You may not know Kevin McDonald, but I assure you, he’s a person you’d want to know. His commitment to his family and passion for life are unequaled. I have known him since before I could shave, but never considered him anything less than a great man. We’ve shared skinned knees, silly laugh-fests, and dirt bikes races, first loves, and lost summers. And now we share the joy of being parents, but his joy is amplified by the help and support his daughter, Ava, received when she needed it most. So, now he simply wants help paying it forward.

This link, “Pay It Forward…For Ava” will take you to Kevin’s LLS donation page.

Like I said, you may not know Kevin. You may not know Ava. But if you’ve ever felt the anguish a parent feels when their child is in pain, I encourage you to help.

Thank you.

You can learn more about the Leukemia & Lymphoma Society and other ways you can help by clicking the links below.

http://www.lls.org/all_chap
http://www.leukemia-lymphoma.org/all_page?item_id=4247
http://action.lls.org/site/c.lkL1J8MLKrH/b.1434763/k.7100/Toolbox_for_Advocates.htm

So, since I seem to be on a “Be More Creative” kick this month, I was thinking of how I can help my kids with their creativity and apply it to school and other every-day situations.

POW! Kid’s Pictionary! Foster imagination… fun… family.

Last night, I ran down to the game closet and pulled out our Kid’s Pictionary game. And after blowing the dust from the lid and scrounging up a pen or two, I challenged my kids to a game. I was immediately welcomed with a chorus of, “Aw dad… do we HAVE to?”

“Uh-yeah…” I sniffed in a “you’re going to be creative with me whether you want to or not” attitude. And we all slowly migrated to the living room.

First round, I drew and my youngest son, 5-year-old Garrett, was my partner… The answer was “Killer Bees”

With a quick sketch of a striped oval with a protruding triangle, and two tear drop “wings,” all three kids screamed out “BUMBLE BEE!”

With wild eyes, I pointed to them with my eraser. “YES!” Dad’s a freak!

Next, I drew a bullet… then two… Nothing. Silence. Then, I drew a rough tommy gun, with the big, round clip beneath the barrel.

“GUN,” they all yelled.

They were really getting excited… And within seconds of the sand running out of the little, annoying egg timer, Madison, my “tween-aged” daughter, abruptly yelled out, breaking the overwhelming stress and nail biting.

“KILLER BEES!” And the room erupted with laughter, high fives, and approving gestures.

Man, that was cool.

Next to draw was Simon, the 8-year-old. Glancing down at the answer, he thought for a second. He started out timidly, drawing rough, oval shapes randomly at the top of the page.

“BUGS!” Garrett yelled out. No.

“Nuts?” my daughter asked. Simon started crossing out the ovals. Then, he drew a human figure below.

“NO BUGS… Bug killers? The Orkin Man!” they started yelling randomly. “PEANUTS! Pecan farm…

NO.

Simon was clearly getting frustrated. As the sand ran down and out of the top of the timer, I looked at my wife and gestured to just let him go on.

He drew lines from the human figure’s mouth, quarter notes and a symbol that looked like a treble cleft.

“No NUTS?” my daughter yelled with an innuendo-filled snicker. I looked at her sternly.

And as if fireworks had just exploded in my youngest son’s head, he stood up and yelled out, “DON’T YODEL AT THE PECAN FARMER!”

Simon dropped his pen. Then, he tipped his head back with a guttural guffaw – followed shortly by a deafening roar of laughter. The entire room lit up.

Time had run out. The answer was “Singing In The Rain.” But we didn’t care. “Don’t Yodel At The Pecan Farmer” was a much better answer. Brilliant!

*****

So, the theory goes something like this…

Children are born creative. But through systematic, social adaptation and the need to “fit in,” the innate characteristics of real creativity are suppressed.

Why?

My parents always encouraged creativity. My grandmother was a painter and a nationally recognized art educator of over 40 years. My father and his brothers can take a pile of blanched and boring wood scraps and, in a flurry of saw dust and miter cuts, create the most beautiful hand-finished furniture I’ve ever seen.

So how do we foster creativity in our children – our future? And how can we keep that brilliant spark from dimming over time?

Food for thought.

Until next time, remember; don’t yodel at the pecan farmer.

Keep Cooking!
Andrew