(Editor's note: On February 1, I wrote my first blog post in this space about my personal "Art to Start" and what I encountered as I started Goff + Marketing. Here now, three months in, is Chapter Two of this journey, which focuses on my experience of working solo.)
A colleague of mine recently presented at South x Southwest to a packed room audience of 400 people. The topic? Working remotely.
He and I were catching up today and commiserated on what we are both encountering, he as a former agency executive who worked remotely and is now starting his own consultancy, and me as my own boss with the marketing consultant shingle hanging outside my home office now for the past three months. If attendance at his SxSW conference is an indicator, many others are also curious with what it means to be a remote worker.
What personally is ironic is that I started my professional career as a remote employee. I worked in Florida for a publishing company headquartered in Chicago and with a Kansas City office, which is where my management was located. I covered the Southeast and learned quickly that self-discipline was an absolute mandatory if one expected to succeed as a single worker operating out of a Florida apartment. I was on the road frequently in this job but it wasn't easy as a single male, with a beach about a mile away, to wake up those mornings when home and consider the work day versus the many options for fun in south Florida.
Fast forward to today. Remote working conditions are incredibly easy - technology that is location agnostic makes it simple to connect and produce from anywhere. What's lost, and thus a challenge, is the face-to-face human interaction.
I miss my office environment with the energy and creativity that was on display every day. I miss the actual experience of "going to work." I miss the camaraderie that comes with hallway conversations that lead to big ideas. Sure, the commute was no fun but I felt a part of something as I decompressed on the drive home every evening. Now, my commute is up 14 steps every morning to the home office.
What's it take to succeed working on your own? Here are a few suggestions based upon my experience to date:
Network, network, network. I've found that my regular (almost daily) coffee meetings with colleagues and prospects have served as my proxy for no longer having an office team that I'm around every day. Use the time networking to not only develop your business but to learn - make sure that you're connecting with a broad group that not only can provide business opportunities but learning opportunities as well.
Establish new rituals that provide energy and cleanse your mind. It's easy to become cocooned in the home office. Build in time in your day to get up, get outside, take a brisk 10-minute walk, and clear the head. (Just make sure that when you go outside that you don't suddenly get distracted by the flower bed that needs weeding!)
Own your office space. Limit distractions. Children, a spouse, a pet - all cause distractions for the worker who is trying to crunch on a project at home. Do the simple things to limit distractions - close your door, make sure you have a space that is truly yours versus working from the dining room table or the couch, and don't answer your door or home phone unless it's a necessity.
Find those that you can share success with...and failure too. You no longer have an office work team. So, create one. Maintain regular contact with a mentor or with a friend/colleague you can use for ideas, feedback, or to share a success or failure story. Working as an individual out of a home office doesn't mean that you have to cut off regular contact with the outside world.
Like - I mean really like - what you do. It's a challenge. And, given that challenge, you'd better well like what you're doing...and I mean really like what you're doing. That passion translates into the needed discipline to generate the ideas, to do the work, to get on the phone with clients...and to succeed! If you're going to embark on this journey, your first question to yourself should be "do I like what I'm doing well enough to take on this remote working challenge?"
That's it - my suggestions on how you make this remote work opportunity meaningful and successful.
Are there other ideas? Sure. In fact, email me (mgoff@goffmarketing.com) with your suggestions and I'll publish them here. I look forward to hearing from you!
Tuesday, March 21, 2017
Wednesday, March 15, 2017
I'm speaking to Gen Z...and I'm nervous
I've been invited to speak to two business and marketing classes at a local high school and gladly accepted when the invitation was extended. I'm now in deep prep for my appearances and, as I research and plan, have to admit that I'm very nervous about what I'm to present.
Think about it - this is a generation that has never known a world without mobile devices, that for the majority of its motor skill life has only known touch screens, and for who the paradox of choice means the only product and service consumption life they have known. I, on the other hand, remember when we had three television stations to choose from and when a wireless phone required antennas and battery packs! Talk about a generational divide!
Seriously, the learning divide between how my generation gathered information, learned and applied is so vastly different than this current crop of tweens and teens. Yet, this whole effort is helping me realize the challenge that brands face as they figure out this new cohort.
In recent research conducted by Futurecast, a Barkley company, this cohort was dubbed the Pivotal Generation because they are "battling the duality of traditional and non-conformist values and behaviors."
Interestingly, Futurecast's work indicates that Gen Z resembles Boomers in that they are earnest, hard-working and driven by traditional values of success. Yet, they're also bringing radical views on race, gender, identity and sexuality into our culture. They're socially and technologically empowered, meaning that their impact on our society is going to be immense.
I'm working much harder than expected on a presentation that I initially thought would be easy. Yet, as I prepare, I'm fascinated by the differences in my content for these two classes compared to the undergraduate and graduate class guest lecturing that I've handled in the past.
I'll let you know how it goes - wish me luck!
Think about it - this is a generation that has never known a world without mobile devices, that for the majority of its motor skill life has only known touch screens, and for who the paradox of choice means the only product and service consumption life they have known. I, on the other hand, remember when we had three television stations to choose from and when a wireless phone required antennas and battery packs! Talk about a generational divide!
Seriously, the learning divide between how my generation gathered information, learned and applied is so vastly different than this current crop of tweens and teens. Yet, this whole effort is helping me realize the challenge that brands face as they figure out this new cohort.
In recent research conducted by Futurecast, a Barkley company, this cohort was dubbed the Pivotal Generation because they are "battling the duality of traditional and non-conformist values and behaviors."
Interestingly, Futurecast's work indicates that Gen Z resembles Boomers in that they are earnest, hard-working and driven by traditional values of success. Yet, they're also bringing radical views on race, gender, identity and sexuality into our culture. They're socially and technologically empowered, meaning that their impact on our society is going to be immense.
I'm working much harder than expected on a presentation that I initially thought would be easy. Yet, as I prepare, I'm fascinated by the differences in my content for these two classes compared to the undergraduate and graduate class guest lecturing that I've handled in the past.
I'll let you know how it goes - wish me luck!
Thursday, March 2, 2017
When a brand becomes the story
This year's Academy Awards broadcast on ABC continued a ratings slide for the live event, down 4% overall year over year and down 14% against the coveted 18-49 year old audience. And for those who didn't tune in, what an Oscars telecast to miss!
By now you know the story - Warren Beatty and Faye Dunaway called the wrong name for Best Picture, mistakenly giving the award to La La Land when the correct winner was Moonlight. In the ensuring chaos, it was determined that the wrong information had been placed in the envelope delivered to Beatty and thus the ensuing gaffe that was unprecedented in Academy Award history.
A brand that is ordinarily a side note to the Oscars ceremony is now squarely in the crosshairs. PriceWaterhouseCoopers has been called out publicly as the culprit and the two PwC accountants responsible have been barred from future shows.
To their credit, PwC quickly confessed to the mistake and did their best to deflect blame from Beatty and Dunaway. It was the right move but the whole episode highlighted the risks taken by those brands that are intimately involved in the success of a live event.
Earlier in my career at Sprint, we were an integral player in the success of World Cup Soccer 1994. This global event - the largest sporting event in the world - came to the U.S. with enormous technological and telecommunications needs given the worldwide viewing audience and the massive media contingent from across the globe reporting on this month-long tournament. Our company built a network linking the nine involved U.S. host markets and media center and worked closely with the international media, ensuring that the network worked flawlessly.
Our company took a gamble and our brand was exposed. We pulled it all off with nary a major glitch and avoided our own PwC moment.
As I look back, I shudder at what might have been and think about current brands whose technology, product and/or service are a part of the game or event. These brands cannot underestimate the importance of product or technology performance and quality service if they hope to raise the profile of their brand through these partnerships and avoid their own PwC moment.
Unfortunately for PwC, their brand's role as a side note took only a moment to become the story. Rebuilding the brand after a public outing like that is a challenge no brand manager ever wishes to face.
By now you know the story - Warren Beatty and Faye Dunaway called the wrong name for Best Picture, mistakenly giving the award to La La Land when the correct winner was Moonlight. In the ensuring chaos, it was determined that the wrong information had been placed in the envelope delivered to Beatty and thus the ensuing gaffe that was unprecedented in Academy Award history.
A brand that is ordinarily a side note to the Oscars ceremony is now squarely in the crosshairs. PriceWaterhouseCoopers has been called out publicly as the culprit and the two PwC accountants responsible have been barred from future shows.
To their credit, PwC quickly confessed to the mistake and did their best to deflect blame from Beatty and Dunaway. It was the right move but the whole episode highlighted the risks taken by those brands that are intimately involved in the success of a live event.
Earlier in my career at Sprint, we were an integral player in the success of World Cup Soccer 1994. This global event - the largest sporting event in the world - came to the U.S. with enormous technological and telecommunications needs given the worldwide viewing audience and the massive media contingent from across the globe reporting on this month-long tournament. Our company built a network linking the nine involved U.S. host markets and media center and worked closely with the international media, ensuring that the network worked flawlessly.
Our company took a gamble and our brand was exposed. We pulled it all off with nary a major glitch and avoided our own PwC moment.
As I look back, I shudder at what might have been and think about current brands whose technology, product and/or service are a part of the game or event. These brands cannot underestimate the importance of product or technology performance and quality service if they hope to raise the profile of their brand through these partnerships and avoid their own PwC moment.
Unfortunately for PwC, their brand's role as a side note took only a moment to become the story. Rebuilding the brand after a public outing like that is a challenge no brand manager ever wishes to face.
Friday, February 17, 2017
What the heck is "diplomatic tenacity?"
I had the good fortune of participating on a panel discussion yesterday at the Business Communicators Summit - the Kansas City chapter of IABC's annual get-together of business communications professionals in this region.
The panel was made of up of three other senior marketers like me and we were asked a series of questions regarding trends in communications, how we use data to build data-driven content and the usual "tell us some advice you can pass along to help all of us advance our careers."
My response? Have "diplomatic tenacity." Let me explain.
I often hear managers say that they want team members who are "tenacious." I subsequently have seen team members develop sharp elbows and become a bull-in-a-china-closet in their interactions with colleagues in other departments.
The term "diplomatic" is critical. Why? The word is defined as "Skill in managing negotiations, handling people, etc., so that there is little or no ill will; tact." Combine that skill set - the deft building and handling of relationships - with tenacity and you have a formula for success.
When explaining the phrase I used an example from earlier in my career. A colleague of mine and I were working to get our corporation to approve a major investment in a sponsorship partnership. This investment was not only significant for our company but it also was an unprecedented amount in the world of partnership marketing.
The two of us made 27 presentations - 27! - internally to senior leaders across the company. While some would likely define that as insanity ("the process of doing something that isn't working over and over"), we used the process to fine tune our presentation and sales effort each of the 27 times that we made our pitch. Ultimately, this "diplomatic tenacity" - the refusal to grow weary of the process and the numerous reasons "why not" - resulted in one senior exec pounding his hand on the table and saying "we must do this - it's the right thing for our company!"
Not everyone gets that once-in-career opportunity to doggedly work to gain approval on something that changes the direction of a brand. But, everyone does get a chance in their career to practice diplomatic tenacity.
To learn more, shoot me an email (mgoff@goffmarketing.com) - I'd love to help you and your team implement diplomatic tenacity within your organization.
The panel was made of up of three other senior marketers like me and we were asked a series of questions regarding trends in communications, how we use data to build data-driven content and the usual "tell us some advice you can pass along to help all of us advance our careers."
My response? Have "diplomatic tenacity." Let me explain.
I often hear managers say that they want team members who are "tenacious." I subsequently have seen team members develop sharp elbows and become a bull-in-a-china-closet in their interactions with colleagues in other departments.
The term "diplomatic" is critical. Why? The word is defined as "Skill in managing negotiations, handling people, etc., so that there is little or no ill will; tact." Combine that skill set - the deft building and handling of relationships - with tenacity and you have a formula for success.
When explaining the phrase I used an example from earlier in my career. A colleague of mine and I were working to get our corporation to approve a major investment in a sponsorship partnership. This investment was not only significant for our company but it also was an unprecedented amount in the world of partnership marketing.
The two of us made 27 presentations - 27! - internally to senior leaders across the company. While some would likely define that as insanity ("the process of doing something that isn't working over and over"), we used the process to fine tune our presentation and sales effort each of the 27 times that we made our pitch. Ultimately, this "diplomatic tenacity" - the refusal to grow weary of the process and the numerous reasons "why not" - resulted in one senior exec pounding his hand on the table and saying "we must do this - it's the right thing for our company!"
Not everyone gets that once-in-career opportunity to doggedly work to gain approval on something that changes the direction of a brand. But, everyone does get a chance in their career to practice diplomatic tenacity.
To learn more, shoot me an email (mgoff@goffmarketing.com) - I'd love to help you and your team implement diplomatic tenacity within your organization.
Tuesday, February 14, 2017
The wind blows hard at the top of the brand totem pole
Have you seen it?
Nike's new "Equality" advertising, from Weiden + Kennedy, is work that we've come to expect from this brand. It's advertising that is integrated across channels, makes us think, stimulates conversation and, of course, utilizes athletes from the brand's stable of talent.
https://www.youtube.com/watch?v=43QTjFCPLtI
Not only did the long-form TV spot run during The Grammy's telecast but the company also used a four-page spread ad in The New York Times to tell its story.
Unfortunately for Nike, the campaign has created the opportunity for critics to again take the brand to task for its former use of child labor, which was acknowledged in 1998. In the process, that critical commentary has reinforced the difficulties that a brand has in overcoming corporate missteps - even those that happened 20 years ago.
Nike has published, since 2005, a list of factories with which it does business. It also posts its commitments, standards and audit findings in an annual corporate social responsibility report. Yet, criticism still persists about what the company did in the past.
The wind on the brand totem pole blows very hard at the top. Nike discovered that before and is dealing with those high winds yet again. I suspect that there are many other global brands that wish they faced those sorts of challenges.
Nike's new "Equality" advertising, from Weiden + Kennedy, is work that we've come to expect from this brand. It's advertising that is integrated across channels, makes us think, stimulates conversation and, of course, utilizes athletes from the brand's stable of talent.
https://www.youtube.com/watch?v=43QTjFCPLtI
Not only did the long-form TV spot run during The Grammy's telecast but the company also used a four-page spread ad in The New York Times to tell its story.
Unfortunately for Nike, the campaign has created the opportunity for critics to again take the brand to task for its former use of child labor, which was acknowledged in 1998. In the process, that critical commentary has reinforced the difficulties that a brand has in overcoming corporate missteps - even those that happened 20 years ago.
Nike has published, since 2005, a list of factories with which it does business. It also posts its commitments, standards and audit findings in an annual corporate social responsibility report. Yet, criticism still persists about what the company did in the past.
The wind on the brand totem pole blows very hard at the top. Nike discovered that before and is dealing with those high winds yet again. I suspect that there are many other global brands that wish they faced those sorts of challenges.
Monday, February 6, 2017
Experts disagree on Super Bowl LI advertising
It's an annual rite. On the Monday after Super Bowl, the water cooler/breakroom/coffee shop debate is always "which Super Bowl TV commercial 'won?'" Forget the game (even if Super Bowl LI was the most amazing Super Bowl ever), it's all about the commercials and which scored highest in USA Today's Ad Meter or captured the attention of critics in various media outlets, not to mention those spots that generated conversation at Super Bowl parties and morning-after conversations everywhere.
I asked 50 esteemed colleagues in the advertising, sports marketing, media and communications sector to let me know their favorites. I asked this group, representing agencies and companies from across the country, four questions:
- Which Super Bowl ad was most effective and why?
- Which Super Bowl ad was least effective and why?
- Which Super Bowl ad was most entertaining?
- Which ad is work that you wish you would have done?
Many of these colleagues have developed Super Bowl commercials; many have clients who had spots in the broadcast. Interestingly, their responses indicated no clear favorite commercial and in some cases the opinions were the direct opposite of one another.
Here's what they had to say.
Most effective commercial
- Airbnb. "Very simple and timely message about inclusion; fits the brand idea of home away from home." (Ad agency senior account leader) Another respondent, from the world of higher education, also liked Airbnb: "They managed to be timely and relevant. The #weaccept message was timely, brand relevant and likely to strike a chord with Airbnb's core audience of issue-oriented millennials."
- Busch. "The original 'Busch' can opening noise was a brilliant take...and was directly related to a sensory benefit of the product." (Chief Creative Officer at Midwest ad agency)
- H&R Block. "This one caught me by surprise - the use of Watson as basis for consideration and trial is very compelling." (Senior marketing consultant)
- "The timing of the diversity/immigration ads was amazing. I'm sure they were received 50-50 by the U.S. audience but the companies - Coke, Anheuser Busch, and even Airbnb - want to reach and appeal to their diverse audience and they nailed that." (Sports marketing agency owner)
- Budweiser. "Great American brand made by immigrants." (Agency founder and veteran of numerous Super Bowl commercials)
- Ford. "Go further versus being stuck - nice premise for getting across all the new dimensions of Ford's efforts."
- Michelin. "It's all about safety and security of your loved ones. Haven't they been saying that for awhile?"
- Kia Nero. "Entertaining, engaging, well produced and clearly focused on a single message - 'You may not be an Eco Warrior but you can drive like one.' Melissa McCarthy is great in this spot. I knew exactly what the brand wanted me to take away as a message." (Senior account leader in Midwest ad agency)
- "A tie based on the realities of the new world of advertising - Intel's promotion of Lady Gaga's drones and 84 Lumber's ability (at least based on my Facebook feed) to make a spot work THE DAY AFTER the game." (Senior marketing strategist)
- Audi. "They nailed it with 'equal pay'." (Communications agency owner)
- Avocado and Bud Light. "To me, they broke through the clutter with humor. Points also go to 'Bai, Bai, Bai' and the Melissa McCarthy Kia spot - again, they made me laugh and I was engaged with them immediately. Special mention to the Sprint ad because it was funny and strategic." (Senior marketer)
- "I thought the T Mobile ads were really good; at first, I wasn't so sure because the Bieber ad felt like just a bunch of famous people being thrown at me, but the 50 Shades spoofs were very funny and I think they hit the market of 'uncannier' by slamming Verizon in a very humorous, memorable way." (Business consultant and partner)
- Bai. "I'd never heard of them. Creative use of Justin Timberlake and his song was easy to get and memorable. Winner." (Agency executive) Another respondent, from the technology sector, also said Bai "for sure pure brand support."
- Coke. "I'm always a sucker for the Coca-Cola commercials. They give me the chills and don't shove anything down your throat as far as politics. Coke simply makes you associate love and happiness with their product. I want to go out and grab an ice cold coke as much as I want to help others and be inclusive." (Digital agency account leader)
- "No clear cut winner this year." (Sports marketing agency executive)
Summary: Bai, Audi and Kia were mentioned most frequently as ads that were effective.
Least effective commercial
- More than one of my colleagues mentioned the mobile gaming ads and movie trailers given "no relevance," their violence, and the dark tone of each of these commercials. One respondent said "Nothing but violence at a time when the country didn't really need that." Another said, "Enough with the bizarre movies and video games."
- "So many of the spots seemed to be bent on making a 'statement.' Normally, I might think those can be powerful but in today's climate I felt more of a turnoff than a positive." (Chief Creative Officer)
- "I'm sick and tired of being lectured about how I'm supposed to feel and act right now. All of the spots, from Coke to 84 Lumber to Budweiser, just turned me off completely." (Senior marketer)
Specific spots mentioned as least effective included:
- Busch. "Confusing to me as to their objective."
- Yellow Tail. "Learned nothing new."
- T Mobile. "A litany of quirky, punchy and awkwardly funny ads packed with more pop culture references than you could count."
- "The Busch and Bud Light ads were terrible; for a category that prides itself on high production quality, clever humor and sizzle, both the Busch guy and Spuds McKenzie were terrible."
- H&R Block. "Huge budget to spend on production and media and I'm very unclear what the product offering is and how it's different."
- Fiji water. "After viewing my reaction was 'Zzzz.'"
- Sprint. "Faking dad's death - so relatable. UGH!"
- Mercedes Benz. "I get the Fonda joke but way too subtle...strategically off the mark for this very speciality automobile."
- Honda. "The 'dream' spot neither advanced the perception of the brand, nor stood out, and the use of celebrities means they used WAY too much money."
- Buick. "I understand Buick wants to shift its audience but they're not to the point where they should have a polarizing, young sports figure as their featured actor. I don't exactly think 'Cam Newton' when pondering who might resonate with both Buick's old target (great grandparents) and their new target (Gen X, it seems.)"
Summary: Many ads were mentioned in response to this question with the above being a representative sampling. The most interesting outcome of this question was how the tone of the advertising turned off a significant number of respondents.
Most entertaining
- Kia. Multiple mentions.
- The Honda Yearbook ad received numerous mentions. "Great creative but I'm not sure it will sell cars." Another said, "Genuinely clever, fresh and original."
- Buick. "The Cam Newton spot." (Business owner)
- Squarespace. "The premise along with the chops of John Malkovich captured my attention. Ironically, while Squarespace may help you build a website, I'm unsure about its capability to buy domains."
- T Mobile. "These ads made me laugh out loud. The two ads I won't forget are the Coke 'It's Beautiful' ad and the Google Home ad. I imagine it's because I am feeling particularly raw within this divisive political climate but these two ads really hit a chord, made me smile and nod my head, and regain a little of the pride I have as an American watching America's most heralded sporting event."
- "The Snoop Dogg and Martha Stewart T Mobile spot." Another agency exec mentioned T Mobile, saying "Uncomfortably funny and memorable way to take on Verizon."
- Intel.
- "For pure entertainment, I like 'four years of bad hair' and also liked the AFLAC 'surgery' spot. The Turbotax stuff was pretty interesting; interesting use of Terry Bradshaw and the 'stain' by Tide."
- 84 Lumber. "Fantastic storytelling. Cinematic production. Compelling message with timely, relevant and polarizing subject matter. The only spot that inspired me to go to a website to see more of the story. I genuinely wanted to see more to complete the story." (Agency exec)
Summary: The spots mentioned most frequently as entertaining were Kia, Honda and T Mobile.
Work you wish you would have done
Multiple mentions went to...:
- Hyundai. "It would have been great to have been a part of such a touching idea and then putting the plan into motion."
- Bai.
- Audi. "Audi's spot will live on in Super Bowl retrospectives, and the hearts of their female target, for decades."
Others had the following feedback:
- Kia.
- Tide. "The level of broadcast integration was unprecedented. Perfect personality and foil in Terry Bradshaw."
- Google Home.
- 84 Lumber.
- H&R Block. "I believe it likely did the most for their business."
- Anheuser Busch. "It doesn't make me want to drink their beer but it's such a beautiful vignette. And, it gives me a warm feeling about their company."
- Coca Cola. "Simply beautiful. Shines a light on American diversity and communicates a sense of hope when America needs unity and healing. Simple idea, done well."
And, finally, from one of the most well-respected creative folks in the business, came this - "None."
Summary: No spot stood out as the one that everyone wishes they would have done but the Audi, Bai and Hyundai spots received multiple mentions.
If there was one key takeaway from this quick, qualitative research it's that there was no consensus...on anything. Respondents differed as to the political overtones of some of the advertising. And, some of the same ads drew both "effective" and "least effective" responses.
What I found most interesting is the response to the ads that included copy and imagery about inclusion and diversity. Not only was there disagreement as to whether the approach worked, there was deep emotion by some about anything remotely political invading the broadcast of the biggest U.S. sporting event of the year.
While both responses are certainly understandable, I'll leave you with this considered response from a colleague who felt that the Super Bowl was the perfect forum for this dialogue.
"It was overall very touching to see so many companies spend so much money to make statements about inclusion and being a good steward of the planet versus the typical hot women and over-the-top comedy we typically see. There was perhaps no better way to reach such an audience and basically say, 'What's happening in this country is NOT alright.' It is absolutely amazing to see boycotts of Budweiser...FREAKING BUDWEISER happening because they featured a short story about a German immigrant meeting Mr. Anheuser for the first time. One of the biggest dangers this country faces is letting discrimination, fear, hatred, etc. become normalized. It's good to see major corporations are doing their part to keep that from happening."
I asked 50 esteemed colleagues in the advertising, sports marketing, media and communications sector to let me know their favorites. I asked this group, representing agencies and companies from across the country, four questions:
- Which Super Bowl ad was most effective and why?
- Which Super Bowl ad was least effective and why?
- Which Super Bowl ad was most entertaining?
- Which ad is work that you wish you would have done?
Many of these colleagues have developed Super Bowl commercials; many have clients who had spots in the broadcast. Interestingly, their responses indicated no clear favorite commercial and in some cases the opinions were the direct opposite of one another.
Here's what they had to say.
Most effective commercial
- Airbnb. "Very simple and timely message about inclusion; fits the brand idea of home away from home." (Ad agency senior account leader) Another respondent, from the world of higher education, also liked Airbnb: "They managed to be timely and relevant. The #weaccept message was timely, brand relevant and likely to strike a chord with Airbnb's core audience of issue-oriented millennials."
- Busch. "The original 'Busch' can opening noise was a brilliant take...and was directly related to a sensory benefit of the product." (Chief Creative Officer at Midwest ad agency)
- H&R Block. "This one caught me by surprise - the use of Watson as basis for consideration and trial is very compelling." (Senior marketing consultant)
- "The timing of the diversity/immigration ads was amazing. I'm sure they were received 50-50 by the U.S. audience but the companies - Coke, Anheuser Busch, and even Airbnb - want to reach and appeal to their diverse audience and they nailed that." (Sports marketing agency owner)
- Budweiser. "Great American brand made by immigrants." (Agency founder and veteran of numerous Super Bowl commercials)
- Ford. "Go further versus being stuck - nice premise for getting across all the new dimensions of Ford's efforts."
- Michelin. "It's all about safety and security of your loved ones. Haven't they been saying that for awhile?"
- Kia Nero. "Entertaining, engaging, well produced and clearly focused on a single message - 'You may not be an Eco Warrior but you can drive like one.' Melissa McCarthy is great in this spot. I knew exactly what the brand wanted me to take away as a message." (Senior account leader in Midwest ad agency)
- "A tie based on the realities of the new world of advertising - Intel's promotion of Lady Gaga's drones and 84 Lumber's ability (at least based on my Facebook feed) to make a spot work THE DAY AFTER the game." (Senior marketing strategist)
- Audi. "They nailed it with 'equal pay'." (Communications agency owner)
- Avocado and Bud Light. "To me, they broke through the clutter with humor. Points also go to 'Bai, Bai, Bai' and the Melissa McCarthy Kia spot - again, they made me laugh and I was engaged with them immediately. Special mention to the Sprint ad because it was funny and strategic." (Senior marketer)
- "I thought the T Mobile ads were really good; at first, I wasn't so sure because the Bieber ad felt like just a bunch of famous people being thrown at me, but the 50 Shades spoofs were very funny and I think they hit the market of 'uncannier' by slamming Verizon in a very humorous, memorable way." (Business consultant and partner)
- Bai. "I'd never heard of them. Creative use of Justin Timberlake and his song was easy to get and memorable. Winner." (Agency executive) Another respondent, from the technology sector, also said Bai "for sure pure brand support."
- Coke. "I'm always a sucker for the Coca-Cola commercials. They give me the chills and don't shove anything down your throat as far as politics. Coke simply makes you associate love and happiness with their product. I want to go out and grab an ice cold coke as much as I want to help others and be inclusive." (Digital agency account leader)
- "No clear cut winner this year." (Sports marketing agency executive)
Summary: Bai, Audi and Kia were mentioned most frequently as ads that were effective.
Least effective commercial
- More than one of my colleagues mentioned the mobile gaming ads and movie trailers given "no relevance," their violence, and the dark tone of each of these commercials. One respondent said "Nothing but violence at a time when the country didn't really need that." Another said, "Enough with the bizarre movies and video games."
- "So many of the spots seemed to be bent on making a 'statement.' Normally, I might think those can be powerful but in today's climate I felt more of a turnoff than a positive." (Chief Creative Officer)
- "I'm sick and tired of being lectured about how I'm supposed to feel and act right now. All of the spots, from Coke to 84 Lumber to Budweiser, just turned me off completely." (Senior marketer)
Specific spots mentioned as least effective included:
- Busch. "Confusing to me as to their objective."
- Yellow Tail. "Learned nothing new."
- T Mobile. "A litany of quirky, punchy and awkwardly funny ads packed with more pop culture references than you could count."
- "The Busch and Bud Light ads were terrible; for a category that prides itself on high production quality, clever humor and sizzle, both the Busch guy and Spuds McKenzie were terrible."
- H&R Block. "Huge budget to spend on production and media and I'm very unclear what the product offering is and how it's different."
- Fiji water. "After viewing my reaction was 'Zzzz.'"
- Sprint. "Faking dad's death - so relatable. UGH!"
- Mercedes Benz. "I get the Fonda joke but way too subtle...strategically off the mark for this very speciality automobile."
- Honda. "The 'dream' spot neither advanced the perception of the brand, nor stood out, and the use of celebrities means they used WAY too much money."
- Buick. "I understand Buick wants to shift its audience but they're not to the point where they should have a polarizing, young sports figure as their featured actor. I don't exactly think 'Cam Newton' when pondering who might resonate with both Buick's old target (great grandparents) and their new target (Gen X, it seems.)"
Summary: Many ads were mentioned in response to this question with the above being a representative sampling. The most interesting outcome of this question was how the tone of the advertising turned off a significant number of respondents.
Most entertaining
- Kia. Multiple mentions.
- The Honda Yearbook ad received numerous mentions. "Great creative but I'm not sure it will sell cars." Another said, "Genuinely clever, fresh and original."
- Buick. "The Cam Newton spot." (Business owner)
- Squarespace. "The premise along with the chops of John Malkovich captured my attention. Ironically, while Squarespace may help you build a website, I'm unsure about its capability to buy domains."
- T Mobile. "These ads made me laugh out loud. The two ads I won't forget are the Coke 'It's Beautiful' ad and the Google Home ad. I imagine it's because I am feeling particularly raw within this divisive political climate but these two ads really hit a chord, made me smile and nod my head, and regain a little of the pride I have as an American watching America's most heralded sporting event."
- "The Snoop Dogg and Martha Stewart T Mobile spot." Another agency exec mentioned T Mobile, saying "Uncomfortably funny and memorable way to take on Verizon."
- Intel.
- "For pure entertainment, I like 'four years of bad hair' and also liked the AFLAC 'surgery' spot. The Turbotax stuff was pretty interesting; interesting use of Terry Bradshaw and the 'stain' by Tide."
- 84 Lumber. "Fantastic storytelling. Cinematic production. Compelling message with timely, relevant and polarizing subject matter. The only spot that inspired me to go to a website to see more of the story. I genuinely wanted to see more to complete the story." (Agency exec)
Summary: The spots mentioned most frequently as entertaining were Kia, Honda and T Mobile.
Work you wish you would have done
Multiple mentions went to...:
- Hyundai. "It would have been great to have been a part of such a touching idea and then putting the plan into motion."
- Bai.
- Audi. "Audi's spot will live on in Super Bowl retrospectives, and the hearts of their female target, for decades."
Others had the following feedback:
- Kia.
- Tide. "The level of broadcast integration was unprecedented. Perfect personality and foil in Terry Bradshaw."
- Google Home.
- 84 Lumber.
- H&R Block. "I believe it likely did the most for their business."
- Anheuser Busch. "It doesn't make me want to drink their beer but it's such a beautiful vignette. And, it gives me a warm feeling about their company."
- Coca Cola. "Simply beautiful. Shines a light on American diversity and communicates a sense of hope when America needs unity and healing. Simple idea, done well."
And, finally, from one of the most well-respected creative folks in the business, came this - "None."
Summary: No spot stood out as the one that everyone wishes they would have done but the Audi, Bai and Hyundai spots received multiple mentions.
If there was one key takeaway from this quick, qualitative research it's that there was no consensus...on anything. Respondents differed as to the political overtones of some of the advertising. And, some of the same ads drew both "effective" and "least effective" responses.
What I found most interesting is the response to the ads that included copy and imagery about inclusion and diversity. Not only was there disagreement as to whether the approach worked, there was deep emotion by some about anything remotely political invading the broadcast of the biggest U.S. sporting event of the year.
While both responses are certainly understandable, I'll leave you with this considered response from a colleague who felt that the Super Bowl was the perfect forum for this dialogue.
"It was overall very touching to see so many companies spend so much money to make statements about inclusion and being a good steward of the planet versus the typical hot women and over-the-top comedy we typically see. There was perhaps no better way to reach such an audience and basically say, 'What's happening in this country is NOT alright.' It is absolutely amazing to see boycotts of Budweiser...FREAKING BUDWEISER happening because they featured a short story about a German immigrant meeting Mr. Anheuser for the first time. One of the biggest dangers this country faces is letting discrimination, fear, hatred, etc. become normalized. It's good to see major corporations are doing their part to keep that from happening."
Wednesday, February 1, 2017
Chapter One: My Art to Start
Today is a new chapter.
Entrepreneur. Small business owner. My own boss.
Today is the day that I officially announce the formation of Goff + Marketing. It's chapter one in my new adventure of starting my own business.
I've spent the past two months doing what I imagine most entrepreneurs do - drinking a lot of coffee as part of the never-ending process of one-on-one networking meetings where I pick the brains of others for tips, for advice and, most importantly, for leads. It's been a fascinating journey, which is why I decided to document it here and will continue to do so as I maneuver through the road course of starting a business. (In NASCAR parlance, "this ain't no oval track.")
One thing I noticed right away is the surprise of who responds and who doesn't. Long-time colleagues that I thought would be there at my side, helping guide me and provide business ideas have suddenly gone off the grid. Conversely, I've been taken aback by those who have gone above and beyond to connect me with someone, to check back in, and to be there as a partner on my journey. And, I've reconnected with others that haven't been a part of my daily work network for years.
Observation number two is that those who have gone through this journey before me are very willing to help and to offer guidance on what to do and what to avoid. Some of my most valuable counsel has come as a result of these meetings, including the one new introduction who said "You've got to read Guy Kawasaki's The Art of the Start."
Already a fan of Kawasaki, I dutifully ordered the book off of Amazon as soon as our breakfast meeting concluded, received it two days later (thank you, Amazon Prime) and read it in about an hour. The first words in the book are from a Hasidic saying, "Everyone should carefully observe which way his heart draws him, and then choose the way with all his strength."
WOW. That him home immediately as the tug to start my own business had come weeks ago in a way that was even surprising to me. The risk of starting a new business, the uncertainty of a paycheck that varies from month to month, working out of a home office versus in a dynamic environment of diverse talents. Yet, the voice kept telling me "do it!"
Kawasaki's advice, in that very first chapter, continued to strike a chord:
1. Make meaning.
2. Make mantra, i.e., forget boring mission statements.
3. Get going.
4. Define your business model.
5. Weave a M A T - Milestones, Assumptions and Tasks.
I kept reading and never looked back.
So, is it art to start? My start-up may not be the most artistic and I likely will need to remind myself often of the above five things I need to accomplish. Yet, here I am - with some work in place (as a result of my "soft launch"), a business card in hand, a website that looks pretty good, a headful of ideas and the grey hair to reinforce the experience I provide to a client partner.
My heart is being drawn in this direction. Let me now choose it with all my strength.
Come join me on the journey.
Entrepreneur. Small business owner. My own boss.
Today is the day that I officially announce the formation of Goff + Marketing. It's chapter one in my new adventure of starting my own business.
I've spent the past two months doing what I imagine most entrepreneurs do - drinking a lot of coffee as part of the never-ending process of one-on-one networking meetings where I pick the brains of others for tips, for advice and, most importantly, for leads. It's been a fascinating journey, which is why I decided to document it here and will continue to do so as I maneuver through the road course of starting a business. (In NASCAR parlance, "this ain't no oval track.")
One thing I noticed right away is the surprise of who responds and who doesn't. Long-time colleagues that I thought would be there at my side, helping guide me and provide business ideas have suddenly gone off the grid. Conversely, I've been taken aback by those who have gone above and beyond to connect me with someone, to check back in, and to be there as a partner on my journey. And, I've reconnected with others that haven't been a part of my daily work network for years.
Observation number two is that those who have gone through this journey before me are very willing to help and to offer guidance on what to do and what to avoid. Some of my most valuable counsel has come as a result of these meetings, including the one new introduction who said "You've got to read Guy Kawasaki's The Art of the Start."
Already a fan of Kawasaki, I dutifully ordered the book off of Amazon as soon as our breakfast meeting concluded, received it two days later (thank you, Amazon Prime) and read it in about an hour. The first words in the book are from a Hasidic saying, "Everyone should carefully observe which way his heart draws him, and then choose the way with all his strength."
WOW. That him home immediately as the tug to start my own business had come weeks ago in a way that was even surprising to me. The risk of starting a new business, the uncertainty of a paycheck that varies from month to month, working out of a home office versus in a dynamic environment of diverse talents. Yet, the voice kept telling me "do it!"
Kawasaki's advice, in that very first chapter, continued to strike a chord:
1. Make meaning.
2. Make mantra, i.e., forget boring mission statements.
3. Get going.
4. Define your business model.
5. Weave a M A T - Milestones, Assumptions and Tasks.
I kept reading and never looked back.
So, is it art to start? My start-up may not be the most artistic and I likely will need to remind myself often of the above five things I need to accomplish. Yet, here I am - with some work in place (as a result of my "soft launch"), a business card in hand, a website that looks pretty good, a headful of ideas and the grey hair to reinforce the experience I provide to a client partner.
My heart is being drawn in this direction. Let me now choose it with all my strength.
Come join me on the journey.
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