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Archive for the ‘marketing’ Category

I’m a fair weather baseball fan. I don’t really start paying attention until the playoffs begin in late September. But that’s not always been the case. I grew up in New England and was a die-hard Red Sox fan for the first 20 years of my life.

So, for me, the backstory of this year’s World Series with the Cubs’ Theo Epstein verus the Indians’ Terry Francona was even more compelling than each teams’ World Series drought story.

As far as I was concerned, both teams represented themselves well on the field. There was no evident prima donna behavior. Both sides acquitted themselves as well-disciplined, undaunted professionals and set a great example for all of us watching the games unfold.

I’ve never lived in Cleveland but I have lived in Chicago…twice. My wife, on the other hand, has never lived in either city. So I was a bit shocked when she started becoming angry at me when the Cubs were losing and I was expressing a “May the best team win” attitude. It felt like the anger that a Clinton supporter would encounter at a Trump rally.

In the end, though, Game 7 was everything a fair weather fan could ask for: nail-biting moments, exciting turnarounds, dramatic comebacks, extra innings, and a one run victory.

So, my thanks to both teams. The Indians have nothing to be ashamed of. Terry Francona has built a terrific team. And, to the Cubs, congratulations on your long-awaited victory.

“Country people tend to consider that they have a corner on righteousness and to distrust most manifestations of cleverness, while people in the city are leery of righteousness but ascribe to themselves all manner of cleverness.”-Edward Hoagland

Could this be a good explanation of what’s been going on in American politics lately?

Boy Scouts of America was founded on February 8, 1910.

The BSA is no longer looked upon favorably by some segments of American society. However, I’m grateful that my boyhood experience as a Cub Scout and Boy Scout taught me to Be Prepared. And, even at this stage of my life, I’m still striving to be:

Trustworthy

Loyal

Helpful

Friendly

Courteous

Kind

Obedient

Cheerful

Thrifty

Brave

Clean

Reverent

January 8^th is a special date for me.

It’s not because I’m an Elvis Presley fan. I like a lot of Elvis’ music but I wouldn’t categorize myself as a fan.

No, it’s because Charles Manson was a fan. Not THAT Charles Manson but, instead, the Charles Manson who was the general manager of radio station WGLD-FM, Chicago on January 8^th, 1973. It was on that day forty-one years ago that Manson decided to switch the station’s format, without bothering to tell the station’s owners, from Progressive Album Rock to Oldies.

At the time, I had just been fired from WGLD’s sister station, WMOD-FM/Washington,DC for defending the use of a “Chicken Man” joke on-air by the station’s morning personality, Jack Casey. It’s a long story.

In any case, as a member of the union American Federation of Television and Radio Artists (AFTRA), I had received a several pay package from WMOD and Sonderling Broadcasting which owned both the Washington and Chicago stations. Three weeks after being fired, I found myself flying to Chicago at the behest of Sonderling’s corporate program director, Dave McNamee to take over as program director for WGLD-FM. Consequently, I had not only been promoted from the ranks of on-air personality to management within the Sonderling organization but was also receiving both my severance payments from WMOD and my new program director’s salary from WGLD!

Radio. You’ve got to love it.

As it turned out, my stint in Chicago didn’t last very long. Manson didn’t like the idea of corporate imposing me on him and our relationship was strained from the beginning.

In early 1973, the Nixon administration was out to get broadcasters because they felt that the media was being too critical. This was just prior to the Watergate hearings and the administration was sending a message to the media.

At the time, a radio personality named Bill Balance was having some success doing a sex talk call-in show in Los Angeles so radio general managers in other cities decided to create their own local versions of a sex talk show. Charles Manson was one of them. Unfortunately, he hadn’t thought it through.

WGLD’s midday music personality was assigned to host a one hour sex talk show each weekday.  If I recall correctly, it was scheduled between 10-11AM Monday-Friday.  I wasn’t a fan of the show because it really didn’t fit with what we were trying to accomplish with the station and I would have preferred to can it but the general manager ignored my objections. Of course, typical of the radio industry at that time, management hadn’t bothered to train this DJ about any of the legal ramifications involved in such a show.  One of the FCC’s rules made it clear that it was a finable offense if the content of a sex talk show was targeted at persons younger than 18 years old.

One morning during the sex talk program, the host found himself assigned to do a live read of commercial copy for a local driving instructor. Although I had warned him about being careful about the appearance of talking to teens, during his reading of the commercial the host ad-libbed a comment in which he said something along the line of “Hey, kids. They can help make sure you pass your driver’s test.”  Either the FCC was monitoring the show, a competitor had taped and submitted the recording to the FCC or a listener complained. In any case, WGLD got busted and the station became a poster child for the Nixon administration’s war against smut on the radio. Of course, as the program director I was held responsible for the DJ’s gaff.

That episode plus some other “philosophical differences” between Mr. Manson and myself resulted in my departure from WGLD in July, 1973. Once again, Sonderling Broadcasting was paying me a generous severance which allowed me to lounge by the pool and to watch the Watergate hearings.

One day, I received a call from Dick Booth, a former colleague at Northeastern University’s WNEU radio, who offered me a job at a new FM station in Pittsburgh where he’d been hired as station manager.  I was his second hire. The first was a 19 year old kid named Bob Pittman.

So, I loaded up my meager belongings into a rental van and drove to the Steel City where I met the guy who would ultimately offer me positions with his teams at WNBC, New York and at MTV.

All because of Elvis’s birthday.

A recent Scott Adams cartoon shows a marketing team member complaining that engineers are paid more than marketers. Dilbert’s responds that the pay disparity might be explained “Because engineers designed and built every important part of modern civilization and all (marketers) did was misrepresent it”.

Unfortunately, the idea that marketing is synonymous with lying and that members of the marketing profession rank somewhere near or below used car salesmen, lawyers and congressmen is quite prevalent. And, of course, the TV series, “Mad Men” didn’t help.

It doesn’t have to be that way.

My sense is that part of the problem comes from the notion that marketing is a sales function. From my perspective, marketing should be the next logical step after product development. Its function is:

1)    To make potential customers aware of the product/service’s existence.

2)    To make potential customers aware of the product/service’s merits

3)    To position the product/service in the potential customer’s mind in a positive light relative to the competition.

Problems arise when marketers become disingenuous and create blatantly misleading messages about the product/service. Today’s consumers have sophisticated BS detectors So even if you fool them once it’s less likely that they’ll be fooled a second time. Exaggerating about a product’s/service’s benefits or, worse, downright lying about them simply exacerbates the problem.

A recent article in the Johns Hopkins University Carey Business School’s magazine, ONE discusses how companies have begun using neuroscience technologies such as fMRI and PET to observe how the brain functions during the decision-making process. The best way to utilize this data is not to employ it as a tool to manipulate people’s purchase decisions but instead to use the information to make a brand’s marketing more selective and to increase a campaign’s effectiveness by being better targeted.

I don’t mean to be Pollyanna-ish about this but, in the end, the marketing profession will be much better served if we can forego the temptation to be deceitful and instead make an honest attempt to put the product or service we represent in the best light possible without resorting to exaggeration or deception and let the chips fall where they may.

While walking down the street one day a Corrupt Senator was tragically hit by a car and died.

His soul arrived in heaven and was met by St. Peter at the entrance.

“Welcome to heaven,” greeted St. Peter. “Before you settle in, it seems there is a problem. We seldom see a high official around these parts, you see, so we’re not sure what to do with you.”

“No problem, just let me in,” replied the Senator.

“Well, I’d like to, but I have orders from the higher ups. What we’ll do is have you spend one day in hell and one in heaven. Then you can choose where to spend eternity.”

“Really?, I’ve made up my mind. I want to be in heaven,” said the Senator.

“I’m sorry, but we have our rules.”

And with that, St. Peter escorted him to the elevator and he goes down, down, down to hell.

The doors opened and he found himself in the middle of a green golf course. In the distance was a clubhouse and standing in front of it were all his friends and other politicians who had worked with him.

Everyone was very happy and in evening dress. They ran to greet him, shake his hand, and reminisce about the good times they had while getting rich at the expense of the people. They played a friendly game of golf and then dined on lobster, caviar and the finest champagne.

Also present was the devil, who really was a very friendly guy who was having a good time dancing and telling jokes.

They were all having such a good time that before the Senator realized it, it was time to go.

Everyone gave him a hearty farewell and waved while the elevator rose.

The elevator ascended up, up, up and the door reopened in heaven where St. Peter awaited him, “Now it’s time to visit heaven…

So, 24 hours passed with the Senator joining a group of contented souls moving from cloud to cloud, playing the harp and singing. They had a good time and, before he realized it, the 24 hours had gone by and St. Peter returned.

“Well, then, you’ve spent a day in hell and another in heaven. Now choose your eternity.”

The Senator reflected for a minute, then he answered: “Well, I would never have said it before, I mean heaven has been delightful, but I think I would be better off in hell.”

So St. Peter escorted him to the elevator and the Senator descended down, down, down to hell…

When he arrived, the doors of the elevator opened and he was in the middle of a barren land covered with waste and garbage. He saw all his friends, dressed in rags, picking up the trash and putting it in black bags as more trash fell from above

The devil approached and put his arm around his shoulders.

“I don’t understand,” stammered the Senator. “Yesterday I was here and there was a golf course and clubhouse, and we ate lobster and caviar, drank champagne, and danced and had a great time. Now there’s just a wasteland full of garbage and my friends look miserable. What happened?”

The devil smiled and replied :

“Yesterday we were campaigning, Today, you voted..”

Vote wisely

 A few reminders which you might find helpful as your kids get prepare for some Halloween fun:

*Feed them a healthy meal before they leave the house.

*Make sure costumes are non-flammable.

*An adult should accompany elementary school-aged kids. Older kids should trick-or-treat in pairs or groups and carry a working cell phone.

*Set a curfew. Stick to it!

*Reminds kids that its hard for drivers to see them even when they can see an oncoming car.

*In neighborhoods where cars are parked on the street, remind kids to not enter the street between two parked cars.

*Trick-or-treaters should carry a flashlight, glow stick, or wear reflector tape on their costume.

*Kids should only approach homes that have lights on or a lighted display.

*For ALL trick-or-treaters, they shouldn’t eat anything until it’s been inspected by a parent.

Postseason=The beginning of the Major League Baseball season for me.

Don’t get me wrong. I like baseball. I just don’t care about the MLB until post-season. The same is true for the NFL. It wasn’t always this way.

I was raised in a small New England village with a great baseball field about 100 yards downhill from our back porch. Between the ages of 5 and 13 , during the daylight hours when I wasn’t in school, doing homework or participating in organized sports at another venue, that’s where you’d probably find me with the other guys from our neighborhood playing baseball in Spring and Summer or touch football in the Fall.

Since I was a New Englander, I grew up a Red Sox fan. The Yankees represented the Evil Empire. New England didn’t have an NFL team in those days and the Jets didn’t exist, so the New York Giants was my default team of choice.

In later years, I lived in Pittsburgh where I became a Pirates and Steelers fan.

But now I’ve lived more than half of my life as a resident of New York state and, although during some of those years I’ve been a half-hearted Yankees fan, I’m not emotionally committed to any of the New York teams. I may, at times, like certain MLB and NFL teams more than others but I’m not passionate about any of them.

I’m a fair weather fan.

Which is why baseball season has just started for me. Now that “the wheat is separated from the chaff”, “the cream has risen to the top”, or whichever metaphor you choose to use to describe the process which has brought the Royals and the Giants to the World Series, I’m now getting interested.

I’m looking forward to a World Series of close games, late nights, emotional ups and downs, and watching some amazingly gifted athletes and managers perform under pressure.

I find watching them to be inspiring and educational….even if I’m just a lowly fair weather fan.

SanFrancisco.Giants.MLB.com/                                                        KansasCity.Royals.MLB.com/

The NFL season has just gotten started for me.

Don’t get me wrong. I like football. I just don’t care about the NFL until post-season. The same is true for baseball. It wasn’t always this way.

I was raised in a small New England village with a great baseball field about 100 yards downhill from our back porch. Between the ages of 5 and 13 , during the daylight hours when I wasn’t in school, doing homework or participating in organized sports at another venue, that’s where you’d probably find me with the other guys from our neighborhood playing baseball in Spring and Summer or touch football in the Fall.

When I was growing up, New England didn’t have an NFL team and the Jets didn’t exist, so the New York Giants was my default team of choice.

In later years, I lived in Pittsburgh where I became a Steelers fan. But now, although, I’ve lived more than half of my life as a resident of New York State, I’m not emotionally committed to the Giants or the Jets. I may, at times, like certain NFL teams more than others but I’m not passionate about any of them. Although, during the Broncos/ Patriots game I was definitely rooting for New England. But, since the Patriots lost, I have no Superbowl preference.

I’m a fair weather fan.

Which is why the NFL season started for me earlier this month. Now that “the wheat is separated from the chaff”, “the cream has risen to the top”, or whichever metaphor you choose to use to describe the process which brought the contending teams to the playoffs, I’ve gotten interested.

So, I’m looking forward to the SuperBowl’s emotional ups & downs, and to watching some amazingly gifted athletes and their coaches perform under pressure. The commercials will be fun, too.

I’ll find watching them to be inspiring and educational….even if I’m just a lowly fair weather fan.

I’ve been a fan of PBS’s updated version of the Sherlock Holmes series but I’m concerned that I’ll be disappointed with Season 3.

Benedict Cumberbatch’s Sherlock has perfectly captured the main character’s charismatic, highly intelligent, extremely analytical, anti-social, and slightly annoying personality. The concentrated blue-eyed gaze,deep voice, and unkempt air of the unknown British actor made for compelling TV.

During the series second season, Cumberbatch had gained a bit more exposure to American audiences in supporting roles in the remake of “Tinker, Tailor, Soldier, Spy” and “War Horse” but those roles didn’t diminish Cumberbatch’s credibility in his primary role as Sherlock Holmes. I had no problem buying into the premise that Cumberbatch was Sherlock or that Martin Freeman was Dr. Watson. As a fan and viewer,  I bought into the premise and identified the actors with their roles.

However, prior to Season 3’s debut things have changed.

Not only have appearances by Cumberbatch in prominent roles such as the lead in HBO’s “Parade’s End”, the latest Star Trek movie, and the voice of Smaug in The Hobbit become more frequent. But Martin Freeman’s role as Bilbo Baggins in The Hobbit films have also heightened his profile.

So, my concern is that as I watch Season 3, I’ll find it more difficult to become as emotionally involved in the series as I have during the previous two seasons because my objective, analytical brain will be reminding me about the actors’ other roles.

I’m hoping I’m wrong.

Postscript:

After watching the first two episodes of Season 3, I sensed a certain smugness which I found disappointing and off-putting. However, after reading Emily Nussbaum’s assessment in The New Yorker http://ow.ly/t6EQB , my attitude has been somewhat altered.