Web Ink Now

Nobody cares about your products

For years, I've been saying that to create great Web content, you need to always be thinking: Nobody cares about my products and services except me and the others in my organization.

What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so).

The good news for smart marketers is that this knowledge has the potential to make you many times more successful with your marketing. It may quite literally transform your business (that’s not just my opinion; many people write me to tell me so).

Here's an interesting example of a humorous video from Cisco created with this idea.

Direct link here.

Cisco created this video with no references to products. Instead it offers a twisted look at the problem with older TVs. The link at the end of the video points to a webcast with Cisco chairman John Chambers, during CES on Jan 5.

Image: Shutterstock / Franck Boston

Disclosure: I have done work with Cisco in the past, however I was not involved in this video project.

Purell follows NASA with clever real-time video

UPDATE December 4, 2010 - I've been contacted via Twitter by people who created the Purell video including producer / director Stephen Reedy. It turns out they do not have anything to do with the company. I'm attempting to learn more.
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UPDATE December 5, 2010 - I've traded email with Stephen Reedy and he shared the following (which I edited from a longer communication):

Purell did not ask us to do the spot. We (Zerofriends) love Purell and we want it to succeed (which is why we chose it over PINE SOL or CLOROX) but they had nothing to do with this.

We’ve made many spots of various types for various clients choosing (as often as possible) storytelling over traditional direct messaging.

So, in the end of it all, this NASA / Purell thing was one big publicity stunt to get people to look at us up-and-comers and our creative ninjitsu so we can make a living doing more of it for others. Just like how traditional advertising is deflected and ignored by the over-stimulated masses, traditional ways of getting into the minds and hearts of employment authority is REALLY, CRUSHINGLY ineffective.

I don’t know if this type of advertising-inside-advertising has a name, but “Trojan Horse Tomfoolery” might be a good title (The phrase “INCEPTION” was already taken).

Stephen - I think this approach is excellent. I hear you about trying to get through gatekeepers in a clever way. I do that myself sometimes. For example, to reach speakers bureaus (who book people like me to speak at events) I wrote this post knowing that the bureaus would notice it via Google alerts: Ranking Speakers Bureau websites: The good, bad, and ugly

I'd recommend that in future, you have some kind of notice either at the end of the video or in the text of the YouTube listing. The notice should say who you are and why you created the video. Keep up the good work and let me know if the Purell people respond.
-- David

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ORIGINAL POST
Yesterday, NASA made an announcement that NASA-funded astrobiology research has changed the fundamental knowledge about what comprises all known life on Earth.

Specifically, researchers discovered that bacteria can survive in space which makes it more likely that life exists on other planets. Here's the NASA news release. When I checked, there are more than 1,000 mainstream media stories on this just 24 hours after the announcement.

Real-Time from Purell

Very quickly, Purell Brand Instant Hand Sanitizer had this fun video up on YouTube. Love how the product name has the word “instant” in it and they do real-time market engagement.

Direct link to Purell video on YouTube

Hat tip to the Kimberly Reyes at the Pixels & Pills blog for alerting me to this wonderful example.

Gotta pee? The mobile potty finder

I'm obsessed by mobile applications that combine valuable information with real-time GPS capability. Geo-location applications will see explosive growth in coming years and therefore are important for marketers to understand.

You can engage some of the people in real time some of the time. You can engage desktop-computer users when they’re at their desks. Sometimes you can engage notebook users at Starbucks.

But only when users go mobile can you engage all of the people in real time all of the time. That's why mobile devices are the fastest-growing and most fascinating field in the Real-Time Marketing & PR world.

For example, consider the SitOrSquat bathroom finder application for iPhone and other devices. It contains (as of this writing) nearly 100,000 public restrooms, all geo-located.

While the application is global, at this point most potties are located in the US.

If you've got to pee and you are in New York City, you're in luck! However, if you're feeling the urge to tinkle in Helsinki, well, you've got to hold it a bit longer as there are only four loos listed in that city.

Find a place to go when you are on the go.

The SitOrSquat bathroom finder is sponsored by Charmin, from P&G, America's most popular toilet paper for more than 25 years. Gotta love that sponsorship!

The press release sent in March 2009 announcing the sponsorship must have been fun to write.

"For nearly a decade, Charmin has been dedicated to giving consumers a great public bathroom experience. This commitment started in 2000 with 'Charminizing' public restrooms at State Fairs, then the mobile unit 'Potty Palooza' from 2003-2005 and finally, with the next evolution, The Charmin Restrooms in Times Square."

GPS-enabled mobile apps

Adding GPS capability to a mobile transforms a general window on the online world into a lens focused on its proximate surroundings.

With GPS, a mobile gains awareness of nearby people, objects, and offerings that trumpet their location online. So even in unfamiliar territory, the user is richly informed: "Oh, I see, that’s the subway entrance over there, and the post office is next door. I can grab a burger on the corner or a coffee across the street. And when I need to poo, I've got that covered too."

Anyone got any fun GPS-enabled apps to share?

Eerily accurate predictions from AT&T 1993 television advertising

Take a look at this interesting montage of television advertising from AT&T from nearly 20 years ago.

The "You Will" series looked at what you will be able to do in the future. It's amazing how many of the predictions the ads got right – there’s an iPad like device, a GPS navigation system, the ability to purchase concert tickets online, virtual meeting software, and on-demand video at home.

There are several things that were spectacularly inaccurate however such as the continued use of a phone booth and fax. (When was the last time you even saw a phone booth?) But it's remarkable how much was absolutely right.

Direct link to the video on YouTube.

The payoff line in each ad is: "And the company that will bring it to you? AT&T."

Interesting how this is both right and wrong.

While I do use AT&T wireless services because I have an iPhone, I don’t really think of AT&T as the company that brings me all this great technology. Rather, I think of Apple as the primary driver of the futuristic technologies that are most important to me today.

AT&T's role has become that of a commodity (in my mind at least) rather than an innovator.

New book! Marketing Lessons from the Grateful Dead

Our secret is out.

For the past four months, I have been quietly working on a book with my friend Brian Halligan, CEO of HubSpot on a book project.

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History

The book came off the printer today and will begin shipping from online bookstores next week. It will be in stores throughout North America first week of August.

You can participate in our Follow the Band Book Tour (hashtag #GDbook). We're kicking the tour off on HubSpot TV this afternoon at 4:00 eastern and will follow Grateful Dead member bands Furthur and Rhythm Devils at the end of July culminating with a book signing at the Gathering of the Vibes festival.

Home base for the tour will be our Marketing Lessons from the Grateful Dead Facebook page.

The Grateful Dead-rock legends, marketing pioneers

Starting in the 1960s the Grateful Dead pioneered many social media and inbound marketing concepts that businesses across all industries use today. The Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away "freemium" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today.

Brian and I are lifelong Deadheads and have been writing and speaking about the band for many years. We decided to collaborate on this book because the lessons are so important today. These lessons are an important tool for helping to understand the new marketing environment in language and examples that are familiar to all. The Grateful Dead is one huge case study in contrarian marketing. Most of the band's many marketing innovations are based on doing the exact opposite of what other bands (and record labels) are doing at the time.

Foreword by Bill Walton

We're honored that the "world's biggest Deadhead" 6'11" basketball star Bill Walton has written a foreword to the book. Bill has seen the band more than 750 times, becoming a fan as a California high school student in 1967. When we had lunch with Bill, he told us that he played better ball the days after he saw a show.

Here's what Bill says about the book:
"Brian and David’s newest book, Marketing Lessons from the Grateful Dead, is like a powerful, hard-charging anthem that fills in so many blanks while closing the circle of life all around us. Like the Grateful Dead, Brian and David are transformational visionaries with a keen eye for the second set."

Band photos, original illustrations, and amazing design

Throughout the book are remarkable photographs from Jay Blakesberg, a San Francisco-based photographer whose work has appeared on hundreds of covers and feature articles for numerous magazines including Rolling Stone, Guitar World, and Guitar Player. Jay began photographing the Grateful Dead as a high school student in 1978 and joined the travelling caravan that followed the band in the 1980s. In later years, he worked closely with the band and was given access to create much more intimate and exclusive images.

We also include amazing original illustrations by Richard Biffle, an artist whose mystical fantasy pieces inspire many minds. For more than twenty years Richard has been working with the Grateful Dead (as well as the individual band members spinoff projects), creating the fantastic artwork seen on Dead posters, merchandise, and CD covers.

My friend Doug Eymer designed the book. It is stunning, 1960s like but modern.

Here are a few early reviews of the book

"Halligan and Scott have written one of the most inspired, practical, and unconventional books on the business bookshelf. Want to develop a cult-like following, establish a new category, and do what you love? Scott and Halligan—calling upon their innate marketing savvy and inspired by their passion for the Grateful Dead—show you how."
- Marc Benioff; Chairman & CEO, salesforce.com

"For years, business theorists and corporate strategists have pointed to the Dead’s example for insights into perennial issues and emerging challenges. Scott and Halligan focus on one key factor in the band’s extraordinary artistic and business success—their iconic and enduring identity, not just as a band but as a brand. The authors’ real appreciation for the Dead phenomenon, and their compelling and creative analyses of the Dead’s marketing acumen, make this thought-provoking survey mandatory reading."
- Nicholas Meriwether, Grateful Dead Archivist, UC Santa Cruz

"Jerry Garcia and his band were brilliant marketers. They understood that you grow your fan base one fan at a time and they constantly came up with things to energize their base while continuing to build it. As committed fans and talented marketing pros, Brian and David have created a book that is both entertaining and informative."
- Jim Irsay, Owner and CEO, Indianapolis Colts and owner of Jerry Garcia's guitar, Tiger

"David and Brian share my deep passion for music and its inspiration in our everyday lives. In Marketing Lessons from the Grateful Dead, they combine their marketing expertise with a zeal for one of the most successful and iconic bands of all time. They mold two subjects that are seemingly poles apart into one breakthrough book that is as entertaining as it is enlightening."
- Del Breckenfeld, Director, Entertainment Marketing, Fender Musical Instruments Corp. & author of The Cool Factor: Building Your Brand's Image Through Partnership Marketing

"Marketing Lessons from the Grateful Dead explores the phenomenon created by the Grateful Dead showcasing the extraordinary power of music and the innovations the Dead developed to connect and bond with their audience."
- Michael Lang, co-creator & Producer of the 1969 Woodstock Music & Art Festival and author The Road to Woodstock

Buy the book

You can buy the book these booksellers

Amazon.com

Borders

Barnes & Noble

Books-A-Million.com

800-CEO-Read

Versions for Kindle and other ebook readers coming soon.

Brian and I were in the studio last week recording the audiobook. It will be released in a few days.

We hope that our combined 50 years of intense interest in the Grateful Dead combined with another 50 combined years of experience as marketing professionals has created a book that’s valuable to both Grateful Dead fans and newbies alike.

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UPDATE August 4, 2010

If you’re interested in reading more about the Dead's business and marketing strategy, check out Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big, by Glenn Rifkin & Sam Hill. The book features a chapter on the Dead that is definitely worth a read.

The chapter in the 1999 book built on Rifkin's 1997 article How to 'Truck' the Brand in strategy + business.

I eagerly read the article when it first came out more than a decade ago and again early this year as Brian and I were researching our book.

Hat tip to Rifkin as this article was the first time the ideas of the band as brilliant marketers was discussed in print. Rifkin is a veteran business author and New York Times reporter.

What’s in your Brand Bank Account?

When I spoke at the Marketing Pioneers event in Amsterdam, one presentation got me thinking.

Huib Van Bockel, marketing director for Red Bull in the Netherlands and who also coaches other Red Bull marketers throughout northern Europe, spoke about what he calls a Brand Bank Account.

While Huib’s presentation was in the Dutch language, I was able to speak with him several times before and after the presentation to learn more.

The concept is that each brand has a virtual bank account with items being deposited into the account and withdrawn from the account at all times. Huib says that when a brand gives more than it receives, it will grow (just like when you deposit more money over time into your bank account than you withdraw, your net worth will grow).

“I based these ideas on The Art of Loving by Erich Fromm,” Huib says. “Everyone says ‘how can I get people to love me?’ But instead the right question is ‘How can I develop my ability to love?’"

"It’s the same with marketing a product," Huib says."How can we do more for our buyers?”

The Brand Bank Account

Brands add to their accounts by creating things of value and giving them to people. For example, Apple has the genius bar and their free seminars. Corporate social responsibility is another form of giving (adding to your brand bank account).

Brands withdraw from their accounts through the attention that they demand from consumers in the form of television commercials, print ads and the like.

"Probably about 90% of current marketing is shouting at the consumer; 'buy me!'" Huib says. "Whether it is on TV, web or radio, people are watching a movie, checking out a website or listening to a song when a commercial is forced upon them. Marketing people tend to think people like their commercials, they have worked so hard on, to me it is obviously a withdrawal."

Give it away

Huib’s ideas are totally consistent with what I’ve said for years about removing gates from free content (such as ebooks) and making that content totally free. Just say NO to squeezing your buyers, I say. When you give away valuable content with no registration, you are adding to your brand bank account, making your brand more valuable.

These ideas are also consistent with Seth Godin’s concepts about gifts as he talks about in his new book Linchpin.

Every brand should figure out ways to give that are consistent with their brands.

For example, in the Netherlands Red Bull works with one or their core buyer personas - BMX bike riders – to create dirt tracks, contests and other things of value to this audience, adding to their brand bank account. Check out this terrific video to see what I mean. Direct link to Red Bull Backyard Digger Zoetermeer 2008.

And for the creative buyer persona, Rooms of Red Bull is a place for creativity, a place for artists to get inspired, create and expose their work. Rooms of Red Bull is another way the company adds to their brand bank account.

I really like Huib’s concept.

What about you? Does this idea resonate with you?

Enjoying a brand called Brand while listening to a Ramones tribute band

So last night I made my way to Pakhuis Wilhelmina, a funky former warehouse turned live music venue in Amsterdam to see what turned out to be a surprisingly excellent Dutch Ramones tribute band. (Click the photo to enlarge.)

While the band was terrific, they only knew about ten songs and considering most Ramones tunes clock in at less than three minutes we heard each song twice. The crowd didn't care, getting more into it on the second go-round. (I think I heard Blitzkrieg Bop three times, but I can't be sure).

So I look up to the chalkboard menu to see the brands of beer they serve. I see they helpfully say "brand" before listing Heineken and the others. Hmm… which beer shall I have?

Wait. Hang on.

I notice that most people are drinking Brand brand beer.

Okay, then.

Naturally I order one and engage the bartender. The beer is very popular he says (I could see that already). He says Brand brand beer is now owned by Heineken, "like every other beer".

Actually, Brand beer is pretty darned tasty. So tasty in fact, that I quickly drain it and order another.

As I had arrived early - I had visions of the Ramones tribute band practicing counting off "one-two-three-four" really fast - I had time on my hands to think about a Brand called brand.

To be honest, I was cracking myself up. Really.

The rest of the crowd must have thought I was deranged as, alone, every few minutes I would laugh out loud. But then again, this is Amsterdam and really now, what's strange behavior in this town?

Anyway, I was reminded of my college friend Kelley MacDonald who married Les Kelley and is now named, well, Kelley Kelley.

All I could think of was the brand manager for Brand brand beer. What a job that must be!

I kept running through various Abbott and Costello “Who’s on first” scenes in my mind:

MEETING SOMEONE AT WORK FOR THE FIRST TIME

Colleague: "Hi, I'm an accounting manager!"

Her: "Hi, I'm a brand manager."

Colleague: "So am I, but what do you do?"

HIRING AN AD AGENCY

Her: "I'm looking for an agency to help me market Brand."

Agency boss: "What brand?"

Her: "Yes."

AT A MARKETING CONFERENCE

Attendee: "What do you do?"

Her: "I'm the Brand brand brand manager."

Attendee: "Too bad about the stutter."

Anyway you get the idea. It was a fun night.

Hey, if the Brand brand brand manager sees this, please say hello.

Who the hell ARE these people?

Maybe you can help me. I really want to know:
Who the hell are these people?

Who are these young, happy, pretty, multi-cultural people with great teeth and even better hair who hang out with notebook computers in sleek and modern conference rooms on B2B company Web sites all over the world?

Who are these international inhabitants of virtual corporate locales?

The reason I ask is because I've personally been inside hundreds and hundreds of B2B company offices in over 20 countries and have spent time in probably a thousand conference rooms over a 25-year career. Yet I have never seen these people who seem to inhabit a weird virtual world of corporate Web sites at organizations across the globe.

Don't get me wrong. I have no problem with stock images used in a clever way. In fact I use frequently use images from Shutterstock on this blog. I use stock images in presentations and I use stock images in my ebooks. It's not the photos. It’s the ways they are used.

Visual gobbledygook

The problem with the B2B happy multi-cultural conference room with computer shot is that it has become a cliché. It is world-class, cutting-edge, mission-critical visual gobbledygook. Just like written gobbledygook, this kind of image is so overused to have become meaningless.

These models don't look like you. They don't look like your employees. And they don't look like your customers (unless you run a modeling agency).

Because these models don’t look like you or your customers, it is insulting and demeaning to everyone (your employees and customers especially) to use these shots on your homepage and throughout your site.

Who is pimping your company?

Its sort of fun when I spot the same pretty model on two different sites. I've found one particular photo at use at multiple companies, including one of the biggest and most famous technology companies in the world. Is that really what you want? Some model representing your valuable brand? Really?

Use real people instead

Why not just use real people on your site? How innovative! Use real employees in a real conference room to represent your employees in a conference room! Damn. Why didn't we think of that? And use your real customers too.

Last week I presented at a meeting of executives at Jackson Healthcare. I went into my rant of stock photography (in this case happy multi-cultural models posing as healthcare workers). I popped up a screenshot of the Jackson Healthcare homepage with a model pretending to be a doctor.

Then a remarkable thing happened. Just a few minutes later, the CEO of the company, Rick Jackson, raised his hand in the middle of my presentation to say they had swapped out the pretend doctor for a real one!

Wow. That was fast. And the actual doctor has a wonderful story too.

The baby being held in the picture is the child of a woman having surgery on the JH medical brigade in Honduras in 2008.

The story with Dr. Eustis was that he brought a teenager from Honduras to the US to take care of him and provide needed care for his leg in order for him to live. He did surgery on his leg in Honduras on the JH medical brigade, but wasn’t able to give him the proper care he needed there.

Now, isn’t that a heck of a lot better than a model dressing up like a doctor?

Just say NO to pretty models

Let me say again that stock images are great. I use them all the time. I'm not saying that you shouldn’t use stock images.

However, I am saying you must re-think using models to represent your employees and your customers. Lose the visual gobbledygook.

Credits
Top photo: Shutterstock / Sean Prior
Second photo: Shutterstock / Andresr

Brand journalism, cool cars, copycat ads, and the future of GM

This has been "GM week" for me. I spent the day at General Motors world headquarters in Detroit on Monday at the invitation of the GM social media communications team. And each day since, I've posted a new video interview that helps tell the story of GM re:invention directly from those involved. (If you have not seen these, do also pay attention to the discussion within the blog comments).

GM CEO Fritz Henderson discusses new marketing

Top GM marketing exec Bob Lutz on effective communication

Christopher Barger on social media communications at GM

Mary Henige of GM on storytelling and humanizing the company

This all happened because I wrote a blog post in June that was critical of General Motors Attention GM: Here are the top 5 marketing ideas for your reinvention. The post received hundreds of tweets and more than 50 comments. But then something remarkable happened. Within mere hours, I was engaged with the social media team at GM. And the candor and human interaction turned me around. I went from a critic to a supporter. Amazing really that a visible critic can become an educated supporter.

I accepted the company's invitation to visit and to learn more about what they are doing. After a week of reflection, I have some observations to share with the marketers and executives at GM.

Humanizing a giant corporation: My biggest takeaway of my GM experience is that the people who work at GM are doing a good job at humanizing the company. The individuals I met are passionate about their work and about the company. They know they have a tough road, but they are invested in the challenge. Watching the videos gives you a good sense of the ways that the company is engaging in a human way. This was an issue I was particularly critical of back in June. However, the company’s television ads are not helping (see below).

Products: While visiting GM, I drove a Yukon Denali Hybrid SUV as well as a zero-emission, hydrogen-powered Chevrolet Equinox Fuel Cell vehicle. I was also given a tour of the Chevrolet Volt plug-in electric vehicle factory (where they are making early test versions). While the Hydrogen and electric cars are not in the market yet, these new technology vehicles are certainly products that people will want to buy.

Chevrolet VoltAge site: The Volt is not due out for more than a year, but the company knows there is huge interest in a plug-in electric car. The marketing challenge here is to build a broad group of fans for a product that cannot be actually purchased for more than a year. Chevrolet VoltAge is a social network for Volt and electric vehicle enthusiasts to engage with others around the Volt and vehicle electrification issues. This is a great example of brand journalism and a terrific way to keep them interested in the development of a new car through to the time they can buy it.

GM Design Lab blog: I was given a glimpse into the GM design process by Andrew Smith director of advance design at the GM Design Lab. Smith is working on a project for the future called Small Premium. What’s interesting is that GM opened the ideas up for public comment via a blog and videos. Where most early design thinking is “top secret,” in this case the open discussions are refreshing. In another great example of brand journalism at work, Smith explores ideas like, “What is Premium?” and “In what context can Premium be measured?”

Television advertising: I am not a fan of the new May the Best Car Win 60-day money back guarantee television commercial featuring Chairman Ed Whitacre. In my opinion (and the opinion of commenters on this blog and a bunch of tweets I have seen), Whitacre does not come across as a credible spokesperson. I’d like to see Fritz Henderson doing these ads instead.

Ed Whitacre is no Lee Iacocca. But I have a more fundamental issue with the May the Best Car Win television ads. They seem to be a blatant rip-off of the 1980s Chrysler commercials with chairman Lee Iacocca. Watch one and then the other and you'll see what I mean. The parallels are eerily similar. Big American auto company has a near death experience. They run ads featuring the most senior executive walking around the latest model cars talking about quality. Both ads talk about how great their cars are compared to the competition. Really? Is that the best that your Madison Avenue agency can do? Copy a 1980s playbook? And a poor copy at that?

I'd like to thank Fritz, Bob, Christopher, Mary, Chris, Andrew, and the many other people at GM who tool the time to educate me, and in turn you. I’ll be watching, blogging (and hopefully cheering too) as GM continues to make progress.

Top GM marketing exec Bob Lutz on effective communication

When I visited General Motors world headquarters on Monday, a highlight was meeting Bob Lutz, GM vice chairman and the top marketing and communications executive in the company.

Lutz has been writing on the GM FastLane blog since 2004, making him one of the first senior executive bloggers. I filmed my conversation where we discuss how he uses the blog to communicate directly to journalists, how social media and offline marketing has changed in the five years since FastLane blog launched, how online research influences product development and advice to senior executives on communications and it’s importance to business.

The video is 12 minutes. Below are some times if you want to skip to a particular part of the video.

Filmed with my Flip video camera and edited on iMovie.
Direct link to the video here.

My favorite (lightly edited) quote: "Very few CEOs understand that there is nothing more important than communication... The more you engage people by answering emails, getting on blogs, getting on Twitter, and posting stuff on YouTube, the more we make ourselves real and credible and accessible and look like human beings who are trying to a good job rather than a bunch of amorphous corporate types… A CEO who says 'my job is to look at numbers and run this company from the inside' doesn’t fully understand what a CEO’s role is."

:00 – 1:50 On being one of the first executive bloggers back in 2004 and how he used the blog to communicate directly to journalists.

1:50 - 3:00 How social media and offline marketing has changed in the five years since FastLane blog launched.

3:00 - 5:30 On how bloggers and people on Twitter influenced the decision to cancel the Buick plug-in hybrid SUV only a few days after announcing the new vehicle.

5:30 – 7:00 How online research at GM influences product development.

7:00 – 12:00 Bob Lutz provides advice to senior executives on what online marketing and social media and it’s importance to business.

In case you missed it, here is my video interview with Fritz Henderson, CEO of General Motors. We discuss what helps to sell cars, including "new marketing" (blogs, Twitter, online video, etc.) as well as the more traditional television commercials plus the importance of word of mouth.

Watch for additional blog posts Including video interviews with the GM social media team later in the week.