You’re one of the more successful car companies – Honda, to be exact – and you have a new vehicle debuting this fall. To build buzz, you do all the things a good marketer in 2009 would suggest. You release a few camouflaged photos to pique interest. You create a teaser website to capture emails of potential buyers. You set up a Facebook page so you can keep fans updated. There’s only one problem. When you unveil the car, people think it’s ugly.
Not borderline unattractive, but Elephant Man/Shrek/Joan Rivers ugly. It’s the 2010 Honda Crosstour, basically, an Accord sport-ute/wagon/crossover. See for yourself here. And, we admit, from some angles, it’s a car that only its mother could love. That’s the problem with social marketing. You don’t always control the message so you can’t hide the truth.
So what should you do when post after post contains comments like “very disappointed,” “betrayal of your brand heritage,” “inept PR,” and (our favorite) “if I had a wallpaper of this car, I’d have to find a way to clean vomit outta my keyboard”?
Well, Honda deleted some of the comments. Not a wise move. Honda says it was only in instances of foul language, but now they look like oversensitive censors in addition to poor auto designers.
Now all of the comments on the Facebook page weren’t bad. One fan, Eddie Okubo, wrote “Interesting design. I would get this car in a heartbeat.” Nice, huh? Well, turns out Mr. Okubo is manger of product planning at Honda. Ouch. When this was discovered, it made the company look desperate and unethical. Honda immediately removed his comments and said that it violated their policies.
But the damage is done. Honda is now about to introduce a product that has tons of buzz, but none of it good. And word is spreading about the public’s opinion of the car. Very few people will spend $30,000+ on a car that their friends and neighbors think is ugly.
What can you learn from this story? Two things: 1) Even a company like Honda can get burned by social media if the product isn’t perfect. 2) The new wave in marketing may be viral, but not all viruses are good ones.
Our advice to clients? Don’t let your desire to jump into social media get ahead of itself. While there are numerous opportunities in social media, there are just as many potential pitfalls and problems. Being “cutting edge” is great. Being cutting edge while also being strategic and successful is even better.
Monday, September 14, 2009
Friday, September 4, 2009
Movies We Love
Around here, we’re all fans of cinema in one form or another. Though our tastes may differ, there is one genre on which we can all agree. Elusive and never screening nearby, it’s the independent film or documentary highlighting our craft. Design, typography, copy, form and function – many a fascinating plot has unfolded within the story of advertising.
A favorite and resident of many of our DVD collections, "Helvetica" is a feature-length independent film centered on the prolific rise of one typeface and the way type, as well as design and global visual culture, affects our lives. Love it, hate it or even notice it, Helvetica is a big part of our world. How big? Watch.
Also from director Gary Hustwit, "Objectified" has raised many an agency eyebrow. This feature-length documentary moves the focus of design critique from the page to the everyday, examining the form of the physical objects that fill our lives. The film has been screening in select cities since March and will be available on DVD soon. It is the second of a three-part “design trilogy” with details on the third film “to be released soon.”
Among the new and noteworthy, "Art and Copy" was released in August after several film festival stops, and trailers have us pining for a local screening. In the film, director Doug Pray introduces the creatives behind some of the most recognizable and significant campaigns of our time – from “Just Do It” and “I Love NY” to “Got Milk?” and “Think Different.” Hear the stories of how these radical thinkers influenced millions while maintaining relative obscurity outside the industry. It’s the ultimate inside look at agency life and the birthplace of big ideas. If you’re near us and you’d like to take a look, email gotinfo@artandcopyfilm.org to ask for a screening in Little Rock.
And finally, our favorite type foundry, House Industries, has a new film in the works. Details are few, but check out this preview featuring the late, great Ed Rondthaler and his thoughts on the clarity of the English language.
A favorite and resident of many of our DVD collections, "Helvetica" is a feature-length independent film centered on the prolific rise of one typeface and the way type, as well as design and global visual culture, affects our lives. Love it, hate it or even notice it, Helvetica is a big part of our world. How big? Watch.
Also from director Gary Hustwit, "Objectified" has raised many an agency eyebrow. This feature-length documentary moves the focus of design critique from the page to the everyday, examining the form of the physical objects that fill our lives. The film has been screening in select cities since March and will be available on DVD soon. It is the second of a three-part “design trilogy” with details on the third film “to be released soon.”
Among the new and noteworthy, "Art and Copy" was released in August after several film festival stops, and trailers have us pining for a local screening. In the film, director Doug Pray introduces the creatives behind some of the most recognizable and significant campaigns of our time – from “Just Do It” and “I Love NY” to “Got Milk?” and “Think Different.” Hear the stories of how these radical thinkers influenced millions while maintaining relative obscurity outside the industry. It’s the ultimate inside look at agency life and the birthplace of big ideas. If you’re near us and you’d like to take a look, email gotinfo@artandcopyfilm.org to ask for a screening in Little Rock.
And finally, our favorite type foundry, House Industries, has a new film in the works. Details are few, but check out this preview featuring the late, great Ed Rondthaler and his thoughts on the clarity of the English language.
Tuesday, August 11, 2009
And we shall name it “Stevie.”
A direct mail piece that we created for Acxiom was a recent winner in the national Stevie Awards, also known by the less interesting name of the American Business Awards. Competing against companies from across the nation, Acxiom’s mailer took home the trophy in the category of “Best Marketing or Sales Brochure or Kit.”
This complex piece was part of the company’s efforts to increase awareness of the company’s broadening role in integrated marketing initiatives through multi-channels. The target audience was influential industry analysts and media.
The piece included a large, metal box, printed on the cover with a mosaic representation of Acxiom’s iconic ‘X.’ Inside were collateral pieces that outlined Acxiom’s capabilities and a video player which included a presentation from John Meyer, CEO and President.
Pictures don’t do it justice. Call us and we’ll be glad to show you the real thing.
This complex piece was part of the company’s efforts to increase awareness of the company’s broadening role in integrated marketing initiatives through multi-channels. The target audience was influential industry analysts and media.
The piece included a large, metal box, printed on the cover with a mosaic representation of Acxiom’s iconic ‘X.’ Inside were collateral pieces that outlined Acxiom’s capabilities and a video player which included a presentation from John Meyer, CEO and President.
Pictures don’t do it justice. Call us and we’ll be glad to show you the real thing.
Tuesday, June 30, 2009
What's Not in a Name?
In today’s ultra-abbreviated, text message-directed world, shorter is synonymous with cooler. From common contractions to the most outlandish of acronyms, full-sized words no longer stand a chance.
As marketers take note of the public’s tendency to truncate its terminology, the names of many popular businesses have shed letters in response. Take, for instance, Kentucky Fried Chicken or the International House of Pancakes. There was a time when consumers had to wade through these mouthfuls just to get their hands on a cardboard bucket of chicken or a buttermilk short stack. The less cumbersome names KFC and IHOP not only reflect patrons’ preferences, but also help cast a younger, more modern glow on the companies.
McDonald’s has responded similarly, to a smaller degree, by referring to themselves as “Mickey D’s” in some advertising. Though the name change is unofficial, it is fueled by consumers’ popular vote. It’s a logical progression that will surely appeal to the company’s younger targets.
However, a name change has been known to backfire on a business, often when the move is made without the blessing of the consumer. Let’s take a look at UPS, who recently attempted to reinvent itself as “Brown” in advertising. Though certainly the most appropriate color choice, its use as a name does not create a very memorable impression of the already familiar, already abbreviated company.
Also flirting with this dilemma is beloved chain pizza parlor, Pizza Hut, who is currently test-marketing a switch to “The Hut.” The motivation for such a change can’t be to shorten the name. “The Hut” only subtracts two letters from the equation, but adds elements of ambiguity and inevitable confusion from franchise faithful. In the case of “The Hut,” hoards of text-enabled teens might be most attracted by lowered prices on their latest stuffed, oddly shaped or otherwise incongruous pies.
In short, the positive results are plenty when a trimmer, trendier business name is applied properly. Consumers feel involved, established companies maintain their relevance and to-go orders take much less time. But if we’ve learned anything from UPS and Pizza Hut, it’s that this process is most successful when started by consumers and driven by their words. Words like, “If it ain’t broke…”
As marketers take note of the public’s tendency to truncate its terminology, the names of many popular businesses have shed letters in response. Take, for instance, Kentucky Fried Chicken or the International House of Pancakes. There was a time when consumers had to wade through these mouthfuls just to get their hands on a cardboard bucket of chicken or a buttermilk short stack. The less cumbersome names KFC and IHOP not only reflect patrons’ preferences, but also help cast a younger, more modern glow on the companies.
McDonald’s has responded similarly, to a smaller degree, by referring to themselves as “Mickey D’s” in some advertising. Though the name change is unofficial, it is fueled by consumers’ popular vote. It’s a logical progression that will surely appeal to the company’s younger targets.
However, a name change has been known to backfire on a business, often when the move is made without the blessing of the consumer. Let’s take a look at UPS, who recently attempted to reinvent itself as “Brown” in advertising. Though certainly the most appropriate color choice, its use as a name does not create a very memorable impression of the already familiar, already abbreviated company.
Also flirting with this dilemma is beloved chain pizza parlor, Pizza Hut, who is currently test-marketing a switch to “The Hut.” The motivation for such a change can’t be to shorten the name. “The Hut” only subtracts two letters from the equation, but adds elements of ambiguity and inevitable confusion from franchise faithful. In the case of “The Hut,” hoards of text-enabled teens might be most attracted by lowered prices on their latest stuffed, oddly shaped or otherwise incongruous pies.
In short, the positive results are plenty when a trimmer, trendier business name is applied properly. Consumers feel involved, established companies maintain their relevance and to-go orders take much less time. But if we’ve learned anything from UPS and Pizza Hut, it’s that this process is most successful when started by consumers and driven by their words. Words like, “If it ain’t broke…”
Wednesday, May 27, 2009
Hey! Look! More awards were deposited into our account!
Last week, the Arkansas Bank Marketing Association presented the winners of their annual awards, recognizing the best creative for the state’s financial institutions. The Sells Agency is pleased to announce that we received 13 awards, plus four judges’ awards (including “Best of Show”).
Being honored by the bank marketing industry is a great feeling. Even better is that all three of our banking clients were recognized: Arvest Bank, Centennial Bank and Southern Bancorp. You’ll also notice that the winning creative came in a wide range of media, including print, television, radio, outdoor and interactive.
Here is a complete list of winning work from the Sells Agency. The next step is the National Bank Marketing Awards, to be announced in September. You can bet that we’ll keep you posted.
Winner – Centennial Bank “Annual Report” for Collateral
Winner – Arvest Bank “Hybrid Giveaway Microsite” for Electronic Media
Winner – Southern Bancorp “Southern Hospitality Newspaper” for Newspaper/Color
Winner – Centennial Bank “Hot Dog Ad” for Newspaper/Color
Winner – Centennial Bank “Outdoor Name Change Campaign” for Outdoor
Honorable Mention – Centennial Bank “Bug and Mobile Branch Wraps” for Outdoor
Winner – Centennial Bank “Name Change Radio” for Radio/Single Entry
Winner – Southern Bancorp “Southern Hospitality TV” for TV/Single Entry
Winner – Arvest “Changing World Business” for TV/Single Entry
Honorable Mention – Arvest “Changing World Consumer” for TV/Single Entry
Winner – Southern Bancorp “Arkadelphia Campaign” for TV Campaign
Winner – Arvest Bank “Changing World Campaign” for TV Campaign
Honorable Mention – Centennial Bank “Name Change Campaign” for Total Campaign
Best of Print – Centennial Bank “Hot Dog Ad”
Best of Radio – Centennial Bank “Name Change Radio”
Best of Television – Arvest Bank “Changing World Campaign”
Best of Show – Arvest Bank “Changing World Campaign”
Being honored by the bank marketing industry is a great feeling. Even better is that all three of our banking clients were recognized: Arvest Bank, Centennial Bank and Southern Bancorp. You’ll also notice that the winning creative came in a wide range of media, including print, television, radio, outdoor and interactive.
Here is a complete list of winning work from the Sells Agency. The next step is the National Bank Marketing Awards, to be announced in September. You can bet that we’ll keep you posted.
Winner – Centennial Bank “Annual Report” for Collateral
Winner – Arvest Bank “Hybrid Giveaway Microsite” for Electronic Media
Winner – Southern Bancorp “Southern Hospitality Newspaper” for Newspaper/Color
Winner – Centennial Bank “Hot Dog Ad” for Newspaper/Color
Winner – Centennial Bank “Outdoor Name Change Campaign” for Outdoor
Honorable Mention – Centennial Bank “Bug and Mobile Branch Wraps” for Outdoor
Winner – Centennial Bank “Name Change Radio” for Radio/Single Entry
Winner – Southern Bancorp “Southern Hospitality TV” for TV/Single Entry
Winner – Arvest “Changing World Business” for TV/Single Entry
Honorable Mention – Arvest “Changing World Consumer” for TV/Single Entry
Winner – Southern Bancorp “Arkadelphia Campaign” for TV Campaign
Winner – Arvest Bank “Changing World Campaign” for TV Campaign
Honorable Mention – Centennial Bank “Name Change Campaign” for Total Campaign
Best of Print – Centennial Bank “Hot Dog Ad”
Best of Radio – Centennial Bank “Name Change Radio”
Best of Television – Arvest Bank “Changing World Campaign”
Best of Show – Arvest Bank “Changing World Campaign”
Tuesday, May 26, 2009
Boob Tube Still King
For you marketers out there who may think traditional TV has been overturned as the king of media – think again.
According to a recent study commissioned by the Nielsen-backed Council for Research Excellence, consumers on average spend 67% of their daily media time with TV. Even 18- to 24-year-olds – who spend more time with mobile and other out-of-home media than any other group in the survey – spend a majority of their screen-time with TV (56%).
But surprisingly, those in the youngest group were not the biggest users of computers. That distinction goes to 35- to 44-year-olds. This group spends almost 40% of their screen-time with computers, by far the largest percentage among the various groups. But even among these heavy-users, television still received the lion’s share of attention (almost 55%).
We could break down newspaper and radio usage and find similar stories of so-called old school media maintaining dominance in the very different environment of today. How all of these percentages will shake out in the near-future remains to be seen. Mobile, for example, has only just begun to make its presence known. But for today, at least, new isn’t necessarily better.
Daily minutes spent with four screens:
Source: Ball State University Center for Media Design, Sequent Partners
According to a recent study commissioned by the Nielsen-backed Council for Research Excellence, consumers on average spend 67% of their daily media time with TV. Even 18- to 24-year-olds – who spend more time with mobile and other out-of-home media than any other group in the survey – spend a majority of their screen-time with TV (56%).
But surprisingly, those in the youngest group were not the biggest users of computers. That distinction goes to 35- to 44-year-olds. This group spends almost 40% of their screen-time with computers, by far the largest percentage among the various groups. But even among these heavy-users, television still received the lion’s share of attention (almost 55%).
We could break down newspaper and radio usage and find similar stories of so-called old school media maintaining dominance in the very different environment of today. How all of these percentages will shake out in the near-future remains to be seen. Mobile, for example, has only just begun to make its presence known. But for today, at least, new isn’t necessarily better.
Daily minutes spent with four screens:
Source: Ball State University Center for Media Design, Sequent Partners
Friday, May 1, 2009
We Think Bob-Bob Would Be Proud
We’re not sure how many of you remember, but this full-service advertising agency started out as a formidable public relations firm, Bob Sells Public Relations. Over the years, and following the “retirement” of the senior Sells, we took on more and more advertising and marketing clients and the agency’s primary focus shifted.
Knowing how vital public and media relations are to any well-executed marketing plan, we’ve been working with clients to place more emphasis on long-term PR efforts. It’s been exciting to get back to our roots! We’re still that full-service agency you’ve always loved and trusted, but we’ve beefed up our PR department and people are taking notice.
Most recently, the Northwest Arkansas PRSA chapter took notice at their annual APEX awards, held on April 29. The Sells Agency received three out of 14 awards given for outstanding work in the PR/Communications field. No other agency received more!
We were honored for our work on the city of Fayetteville’s eNewsletter, Mercy Health System’s “Move to Mercy” press kit and Mercy Health System’s “Sister Anita” illustration. We’d like to thank these clients for all of the hard work they put into these projects and for recognizing that dedication to public and media relations will long outlast the effects of any one campaign.
Isn’t that right, Bob-Bob!
Knowing how vital public and media relations are to any well-executed marketing plan, we’ve been working with clients to place more emphasis on long-term PR efforts. It’s been exciting to get back to our roots! We’re still that full-service agency you’ve always loved and trusted, but we’ve beefed up our PR department and people are taking notice.
Most recently, the Northwest Arkansas PRSA chapter took notice at their annual APEX awards, held on April 29. The Sells Agency received three out of 14 awards given for outstanding work in the PR/Communications field. No other agency received more!
We were honored for our work on the city of Fayetteville’s eNewsletter, Mercy Health System’s “Move to Mercy” press kit and Mercy Health System’s “Sister Anita” illustration. We’d like to thank these clients for all of the hard work they put into these projects and for recognizing that dedication to public and media relations will long outlast the effects of any one campaign.
Isn’t that right, Bob-Bob!
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