The Value of Peace of Mind

November 21, 2011 · Filed under Business, Deep Thoughts, Nevada · Tagged , , , , , ,

A slight departure tonight from my typical marketing chatter, social media blabber and senseless rants. The past couple of days in Reno (Nevada), our community was devastated by fires that damaged dozens of homes (many now unlivable), threatened dozens more and evacuated approximately 2,000 residents from their homes. Fierce winds caused the fire to spread quickly and made it challenging to fight.

Reno Nevada Fire Caughlin Fire

Photo by Tim Dunn, Reno Gazette-Journal

Firstly, my heart truly goes out to the victims of this fire. The community has been affected by a number of disasters as of late (train crashes, plane crashes, shootings, senseless deaths, etc). And, as we’ve seen a lot of lately, the community has pulled together and truly behaved as a “community” in terms of support for one another.

But, that’s not necessarily what this article is about, either. It’s about the value of peace of mind. Many people were evacuated from their homes and spent most of those first 24 hours with no idea whether or not their home was still standing or decimated by fire. The uncertainty is almost as painful as the reality. I received notice in the afternoon (while I was at work, in the office) that there was a small fire near my house. I wasn’t immediately concerned, as my house was not near the massive fires that were burning south Reno. But strong winds were blowing embers all over the city and starting small fires. I thought to myself, “there’s no way my house is in danger.” But, as only a few minutes passed, my imagination flared up. I pictured my neighborhood in the same condition as the images I was seeing of the massive fires in south Reno. I pictured my dogs trapped and surrounded in flames. I pictured the collection of memories burning to the ground and my life changing entirely. I couldn’t stand it any more. What if I had just sat there in the office while my neighborhood burned? I jumped in my car and headed home to check on things. Before I get any further, I need to tell you that firefighters responded very quickly to the fire, which was about two blocks from my house, and were able to extinguish it. Crisis averted.

My point in all of this is that the power of peace of mind really sunk in with me. One of the things that make mankind so progressive, beautiful and inventive is our imaginations. They’re extremely powerful. We can see and experience things that may never be. The “dark side” of this is that when we’re unsure of something, our imaginations can paint a hundred scenarios and some of those scenarios cause us to worry. And some of that worry can become so intense that it consumes us and distracts us. My mind raced when I thought there was a chance my house was on fire. I cannot express the level of relief I had when I pulled up and spoke to the firefighter that told me everything would be fine. I cannot express the level of relief I had when I found out my friends were safe and their homes were OK.

There is so much power in peace of mind. 

I understand why people spend the money they do to have peace of mind – whether that’s with safety, investments, insurance, justice or otherwise. When we know for sure, we’re relieved. We remove the torture that our beautiful minds are capable of creating. We all fret about something at some point. We have all imagined a scenario or several scenarios to stand in for knowing for sure. Those companies and people that deal in the industry of peace of mind are in a fortunate position. I’ve found myself understanding why we seek the solace of peace of mind, at most any cost.

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QR Code Obsession

September 27, 2011 · Filed under advertising, Business, Creative, Marketing, New Media, Rants, social media · Tagged , , , , ,

QR Code Obsession

QR Codes are cool. I agree. I’ve been talking about them in digital media presentations for about three years now. I like them! I think they have a ton of possibilities. But, for the love of Pete, we’re becoming obsessed with QR codes. They’re the shiny new toy. Everybody wants to use them. But they are being used stupidly. Ignore the fact that smart phones only have about a 30% market penetration in the US. Ignore the fact that only like 10% of internet traffic comes from mobile phones. Ignore the fact that the people that do have smart phones do not all have scanners nor do they know how to get/use one. People are being just plain non-strategic and impractical. I think there are some cool ways and some lame ways to use QR Codes. Here goes:

  1. Cool Way: On food packaging. I think it’s great when a box of food has a QR Code on it and scanning brings you to a video of how to prepare a recipe, or a list of ingredients needed to make a recipe. That gives value. I’m going to tag “Recipe Book” on to this example. It’s too similar to make it its own. But a cookbook should be full of QR codes that download a tutorial video for preparing a dish.
  2. Lame Way: On your website. There is almost NO REASON you should ever have a QR Code on your website. It especially infuriates me when the QR code brings me to your homepage or another page in your site. I’m already there! Just give me a link. That’s ridiculous. Yet I see it time and time again. Stop putting QR Codes on your website!
  3. Cool Way: Selling a house. I like this idea. A QR Code next to an ad for a house, or on the sales sign out front. Scanning brings you to a virtual tour and/or information about the house (the MLS listing, etc), and the Realtor to contact to make arrangements to see the house in person. Let’s get rid of those crappy, water-soaked, black & white photocopies that sit in that plastic bin.
  4. Lame Way: In an email blast. OK, this is really similar to the website one, but it’s equally as lame. Do not make me scan something that I can just click. Don’t put me through all that effort when I could just click a link. These seem like ways to use QR Codes just to use them.
  5. Cool Way: Scavenger Hunts. I think this is actually kind of fun. QR Codes can be posted or hidden in various spots and finding one reveals a clue (video or photo or text or something more interactive) to the location of the next clue.
  6. Lame Way: On clothes and/or name badges. I know that some people think that printing these on shirts, scarves, hats or name badges at conferences is cool. I don’t. Yeah, people could scan and get your information. OR, they could talk to you like a human being if they’re going to be that close to you.
  7. Cool Way: Next to artwork or items in a museum. People can scan to get more information about the artist, the item the history behind it, etc. I think QR Codes are really applicable in these situations where it would be visually disturbing and impractically to have an enormous wealth of information on the wall. This could apply to art galleries, museums, zoos, theme park lines (God, they’re long and dull!). This provides people with curiosity a way to really dive into something they’re interested in.
  8. Lame Way: Tattoos. Really? That’s just stupid. What if this QR Code doesn’t last? What site or resource are you sending people to? Just a really bad idea to tattoo a QR Code on to your body. Get a tattoo of a unicorn playing checkers. It’s timeless.
  9. Cool Way: Assembly directions. Now, I never need to look at assembly directions because I’m a man and therefore naturally apt at assembling things. But, some people may be very confused by the ridiculously complex directions that come with some products. A QR Code could be stickered on the product in case the directions aren’t included, or link to a video that gives a really good step-by-step assembly tutorial.
  10. Lame Way: Outdoor billboard. Especially those on the side of the road/freeways. Do you really expect people to whip out their phone, pull up their scanner app and get the QR Code snapped? Besides being extremely dangerous, you don’t have the time to make that happen. That’s why you typically get 7 words on a billboard. There’s no time for anything more. There’s certainly no point in putting a QR Code on a billboard.
  11. Cool Way: Conference mobile app. I actually just experienced this one not too long ago. Scanning the QR Code downloaded an app to my phone that was specific to the conference with a full schedule, options to add sessions to my personal calendar, maps, exhibitor information, etc. It was actually really valuable and a practical use since an application went to my phone.
  12. Cool or Lame (you decide): Tombstones. I actually kind of think this is cool. I was surprised at how many people have a QR Code on their tombstone. Scanning would bring you to a site about the person, maybe video, photos, etc. Thoughts on this one? Is putting a QR Code on a tombstone taking it too far?
Here’s the bottom line for me: use these strategically and don’t just use a QR Code to say you’ve used it. Give value to your clients and visitors. It’s enticing, I know, to want to slap a QR Code on everything because they seem so freaking cool! But, show some discipline before I need to schedule a QR Code intervention.

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Mike McDowell dot com is all mine!

July 7, 2011 · Filed under Brand, Marketing, Other · Tagged , ,

I did it. I did it. I did it! I finally got mikemcdowell.com! And, yes, I am rejoicing with all the fervor and feelings of accomplishment as somebody who skillfully landed the parking spot in front on the grocery store. I realize that I didn’t do much to secure this domain, but I have been chasing it for EIGHT LONG YEARS. I checked in regularly, and as the expiration edged closer, I checked multiple times a day.

I am so happy right now. This is the best way I can express my joy:

 

Next step is, of course, to decide what the hell to do with my domain other than a silly redirect to this blog.

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Cheetos Setting a New Standard for URLs?

March 16, 2011 · Filed under advertising, Brand, Creative, Marketing · Tagged , , , ,

There was a point, years ago, that it became a standard practice to add your company’s URL to the final slide of your TV commercial. There’s been an evolution of how that URL is displayed…

http://www.visitmywebsite.com

www.visitmywebsite.com

visitmywebsite.com

Now check out how Cheetos has decided to change the game even more. What do you think? I kind of like it!

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20 Resume Tips in 20 Minutes

March 3, 2011 · Filed under Brand, Business, Marketing, Nevada, Presentations · Tagged , , , , ,

I was given 20 minutes to impart some resume wisdom upon the eager young learners in the Ad Club at the University of Nevada, Reno. So, I decided I’d give them 20 tips in 20 minutes. Here’s what I told them.

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Time for the “Big Game” (psst… that means the Super Bowl)

January 31, 2011 · Filed under advertising, Marketing, Sports · Tagged , , ,

Super Bowl

Ah, it’s that time of year again already. The air is crisp, anticipation is high and marketers across America are trying to say “Super Bowl” without saying “Super Bowl.” It’s a time-honored ritual to skirt trademark law. Only the official sponsors of the NFL can use the trademarked phrase, “Super Bowl” their marketing and advertising. Even if you’re spending millions of dollars for a Super Bowl ad this Sunday, you can’t say “Super Bowl” unless you’re an official sponsor. (of course, this doesn’t mean that there aren’t a ton of violations – companies using “Super Bowl” in their promotions)

So, what are we to do? Well, come up with clever euphemisms for the Super Bowl, of course. Here are some of the ones I’ve heard (or been forced to use) in the past:

  • The Big Game (The most popular one. At one point, the NFL considered trademarking this, too.)
  • The Big Football Game
  • The Professional Football Championship
  • The Football Championship Game
  • Sunday’s Game
  • Super Sunday
  • The Greatest Sunday in Sports

Let me know if you see any other awesome euphemisms for the Super Bowl. Enjoy this one from Costco’s home page.

 

Costco Ad

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The Effect of the FTC’s Testimonial Disclosure Rule Change

December 1, 2010 · Filed under advertising, Brand, Creative, Marketing · Tagged , , , ,

About a year ago, the FTC updated its guidelines on testimonials. I wrote a post about it on my other blog (for work) if you’d like to read that article. The highlights of the guideline updates were around transparency of results and testimonials. The updates included more guidelines around revealing any “material connection” between advertisers and endorsers. In other words, if the endorser received money or any other kind of payment for their endorsement, it needs to be disclosed.

This past week, I noticed the execution of these guidelines on a couple of TV commercials. Fairly interesting. This first one was the most interesting to me. It was an advertisement for a car (I don’t recall which one). The story line was essentially a couple talking about their future together and how this car was going to be a part of that future, etc. But that’s not the interesting part. The interesting part is the disclaimer line: Individuals were remunerated. What the hell does that mean? I’m probably just a big dummy, but I didn’t know what that statement meant. And I figure most people don’t.

Remunerated (verb)
Pay (someone) for services rendered or work done

reimbursed, paid, testimonial, remunerate

Yeah, it basically means that person got paid to say what they said. This seems fair enough at first. But then it also makes me wonder if this was a “real testimonial” and the people were thanked and given some money, or if they were just paid actors reading lines, parading as “real people.” Either way, they were paid. But I can’t tell if this was an actual testimonial or not. I feel like I’m being duped.

Here’s the other one – an ad for Vonage – explaining that these people shared their stories in exchange for an opportunity to appear on a television commercial. I think the description of this disclaimer is far less furtive. I think it’s much more honest and I applaud Vonage for their transparency in respecting the new guidelines. Don’t you?

testimonial, reimbursed, advertisement

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Fraternity Social Media Policy

September 28, 2010 · Filed under Brand, New Media, social media · Tagged , , , , ,

Note: this is not Sigma Phi Epsilon.

I spend a lot of time volunteering with college students – most of which is spent with my fraternity, Sigma Phi Epsilon. I just received communication from the national organization about representation on social media. The message was intended more for undergraduates than alumni (I think!), but I found it interesting enough to share. We are familiar with more and more workplaces developing social media policies to help protect their brand value. Believe it or not, fraternities (and sororities) are in the same boat. They have a brand to maintain, and with thousands of representatives of that brand all over the nation, it can be difficult to maintain. Especially when there is an interest to reject the “frat boy” stereotype of boozing and womanizing.

What makes it an added challenge is that we’re working with people age 18-22 (generally) who are in the habit of documenting their lives on social media such as Facebook. Posting a photo of you and your buddies hoisting up beer cans or the ubiquitous red Solo cup are badges of honor in a Facebook profile. This isn’t just a Greek Life thing, it’s a college student, high school student, young person thing. We have all seen these types of photos on Facebook. But, the dynamic changes when you’re representing an organization and not just yourself. It will be interesting to see if any national organizations impose a social media conduct policy with consequences for violations.

After all, these are brands built over hundreds of years. Keeping “incriminating” photos off of Facebook isn’t going to protect the brand (it’s made up of so many other factors), but the types of photos that are celebrated on Facebook tend to be the type that entrench Greeks in the negative stereotypes. Don’t get me wrong – these students are doing this to themselves. But they’re affecting a brand that’s larger than them – just like employees who carelessly post can have an affect on the company they work for/represent. We’ll see what happens over time as we deal with a population that’s even more and more entrenched in technology and social media and a habit of documenting their lives – good and bad.

Here is the friendly reminder to the undergrads of SigEp:

“In today’s world, everybody must learn to be careful about how they are portrayed on the internet, particularly on social media sites like Facebook, Twitter and YouTube.  We must all be careful about privacy settings, and about what gets posted on a profile, group or fan page—whether public or private.  More and more employers are using these sites to look at potential employees every day.  University administrators are also using these sites to learn more about their students and campus.  As brothers in Sigma Phi Epsilon, we should think about how we are portrayed on these websites, and how our actions reflect upon the Fraternity as a whole.

Be conscious of how your chapter brothers are using social media sites, individually and on chapter accounts.  Chapter members should not be identifying themselves as SigEps via usernames, titles, captions, clothing, etc. if they are participating in inappropriate or unlawful behavior, using illegal substances, or failing to live up to the Cardinal Principles of Virtue, Diligence and Brotherly Love.”

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Newspaper Fail

July 14, 2010 · Filed under Business, New Media · Tagged , , , ,

Just thought this was funny enough to share. It’s a nice example of when media collide. It’s perhaps an even better example of the newspaper being lazy and just copying over the web article and not editing correctly. I like to picture a world where, one day, newspaper and web can co-exist peacefully. Or maybe a world where printed newsprint is capable of containing active hyperlinks. But I’d rather have a hoverboard, so work on that first.

Newspaper hyperlink fail

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Target Ads Target Lost Viewers

May 28, 2010 · Filed under advertising, Creative, Marketing · Tagged , , , , , ,

Regardless of your feelings on the quality of the season finale of Lost, I thought one of the standout performances was by retailer and advertiser Target. Target rotated through three, 15-second ads during the season finale of Lost. What made them stand out to me (and truthfully what made me stop fast-forwarding through the commercials) is that the ads started with footage from Lost. The ads were then tagged with a product and a price. The commercials were pretty funny – there was one where the smoke monster was searching through an empty camp, finding nobody. The punchline to the ad is a photo of a smoke detector sold at Target. C’mon, that’s funny!

I’ve included video of all three spots in case you didn’t see them. I like this trend of creating TV commercials that are relevant to the show that they air during – I thought these were brilliant, strategically. If you were familiar with Lost, you understood the commercial and got the payoff. I wouldn’t mind seeing advertisers make an effort like this in the future.

And a spoof for good measure…

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