silkin management group

In many of our past articles on various Silkin Management Group blog sites, we’ve presented educational information on marketing, including some articles by Bruce Wiseman, President of On Target Research, a marketing survey company from Los Angeles. Both Silkin Management Group itself as well as Silkin Management Group clients have used On Target to survey the marketplace to better prepare promotion and services for clients and patients. We’ve found Mr. Wiseman’s writings not only educational but very entertaining.

Today we are presented a recent article he wrote about “branding”, or properly communicating what your product or service is to the audience you are trying to reach. This is applicable not only to a product (like the cereal Captain Crunch as used as an example in the article below), but also very applicable to any service business.

I hope you enjoy the article as much as I did.

Larry Silver
President, Silkin Management Group

If you’d like more information about Silkin Management Group or any of the Silkin Management Group services we offer, visit our website at www.silkinmanagementgroup.com. You can also also contact Silkin Management Group at info@silkinmanagementgroup.com.

Bullwinkle Used To Be My Neighbor.

That’s right.

Some years ago, when our offices were on the Sunset Strip, right across the Boulevard from a soaring billboard of the Marlboro Man – that advertising icon who has since been charged with crimes against humanity – our next door neighbor was Jay Ward Productions.

The Sunset Strip avoids the frenetic flash of the Ginza and the hordes of Time Square. It is the Haute Couture of hip; it is the front window on the world of entertainment. Awash with high-end hotels, ultra-chic restaurants, billboards of the lush and sensuous and rock’s most legendary clubs, it pulses with the very heartbeat of creative culture.

And in the middle of this sandbox of sensation sat Jay Ward Productions – creator of Rocky, Bullwinkle, Dudley Do Right and Crusader Rabbit. Ward’s studio was a small cement building at the East end of the Strip. Perched on a pedestal a few feet in front of the entrance as if he were addressing the United Nations on the subject of animal rights, was a six foot high statue of Bullwinkle.

Our offices were next door above an English pub that served a stilton cheese salad that made me want to play soccer.

So, yeah, Bullwinkle was my neighbor.

But Rocky, Bullwinkle and friends were not Ward’s most famous creations. Few people outside of the advertising world know that it was Jay Ward who took Quaker Oats from the stodgy second tier cereal company to front ranks the lucrative children’s breakfast market by helping them develop a world class brand: Captain Crunch.

In 1962, Quaker was looking to expand their cereal line. Not a walk in the park competing against a triumvirate of 900 pound breakfast gorillas – Wheaties, Cherrios, and Kellogg’s Corn flakes – the ad guys at Quaker turned to their customers and conducted extensive market research and surveys (can I get an Amen?).

A key finding was that kids wanted cereal that would stay crunchy in milk.

Who’d have guessed.

Armed with this key bit of market intelligence they turned to the creative brilliance of Jay Ward and the rest, as they say….

I tell the story not to reminisce about our digs on the Strip, but to make an important point about branding: Your brand should say what your product is … or does.

Yes, there are exceptions, but if your brand is explanatory, it will meet with your customer’s understanding and acceptance much faster than if you try to be cute. And you won’t have to spend the extra advertising dollars trying to drive your brand into the mind of your public.

Here are a few industry leading brands that are illustrative. Some, having matured, have been “minimized” to their initials by customer use or corporate strategy, but the original names tell the story.

The Wall Street Journal

Toys R Us

Kentucky Fried Chicken

UTube

Bank of America

Petco

Etrade

Cable News Network

Pizza Hut

Playboy

In each case, the brand tells the public what it is or what it does.

Companies that carry the founder’s name have been exceptions: Ferrari, Forbes, Marriott and Dell come to mind. And the information age has spawned some beauties: think Yahoo! Google and Blackberry.

But America On Line, Internet Explorer and Netflix are all descriptive and remain category leaders.

A trip through the latest issue of Business Week makes the point. I am pouring through the magazine in search of ads that grab my attention and get a message across. Some people would call this activity a mental disorder, but it is how I spend many a dinner on the patio of the Daily Grill in Studio City.

I stop at a full page, four color ad. There is a picture of a large pill in the middle of a field. My first thought is that it’s one of the ubiquitous pharma ads: a treatment for fear of open spaces, perhaps. Wait, it’s not a pill, it’s a close up of a pitcher’s mound.

What are they selling?

I look at the bottom of the page to see whose ad it is. What’s the brand?

Unum.

Ah… sure, Unum. And they are selling….

Now I have to read the very fine print. I discover that the pill cum pitcher’s mound is neither; it’s a base pad, like second base. And Unum, well they sell employee disability insurance. And the base pad…that was something that a professional baseball player might trip over and hobble the “Entire organization for the rest of the season.”

Eh….

Show of hands: how many of you CEOs out there would spend $104,300 for this ad in the international edition?

How about the California edition, just $24,000?

Thought so.

So for any of you agency VPs that are looking for an account that needs advertising help….But be gentle.

___________

Not far from our friends at Unum is a two page story about the challenges of a Silicon Valley startup. It is a interesting story and my money would be on the company being a huge success. They have a unique product, which lets users of different IM services – AOL, Yahoo, Microsoft, talk to each other – way cool. Add to that a dose of serious PR savvy: not only is the coverage in the Business Week article highly positive, someone had the public relations chops to get the article placed in the first place, a serious coup.

So I’m thinking, these guys will are going to make it; they’ll do well. But it won’t be their brand that drives their success, because the name of their company is – stay with me here – Meebo, which, even according to the founders, means… exactly nothing.

That’s right. The Gen Y founders were at a restaurant discussing what their name should be. They wanted a brand with two syllables. One of them favored names starting with the letter “M.” It was a short trip from there to doodles on a paper napkin and then to Meebo.

The Meebo story highlights a critical point: the foundation of a company’s success is rooted in a solid product that is needed and wanted by some market segment, the larger the better. A good product and great service puts you on the fast track to the options candy store. But what keeps you there, what fuels the sales and income, is marketing that drives that brand into the mind of your public. And a brand that tells your public what your product is or does, greases that track in an almost mystic way. The right brand flies into the mind of your prospects like a metaphysical frisbee.

Weekly magazines have done well at this: Sports Illustrated;

Newsweek; The National Enquirer; Reader’s Digest; Cigar Aficianado; Gentlemen’s Quarterly (GQ); Woman’s Wear Daily and Ebony, to name a few.

So have non-profits that work to better social conditions, environmental problems, and civil rights: The Sierra Club; The Earth Organization; The American Civil Liberties Union; Doctors Without Borders, Amnesty International, The National Association for the Advancement of Colored People.

How much easier is it to remember Hotels.com than it is to remember -or even spell – Orbitz?

Which brand better communicates a product that handles spam, Cloud Mark or Spam Arrest?

If you were looking for a software program to help you design your new home, which brand would best communicate to you; Broderbund or Chief Architect?

How about software to help you with your income, which would most attract your interest to purchase; TurboTax or Tax Gaga?

Which is a better name for a GPS system; Nuvi or Street Pilot?

Some of these names sound like an off-planet law firm: Nuvi, Meebo Orbitz, & Gaga, LLC.

Marketing is about communicating with your prospects. Communication involves understanding. If you have to create that understanding from whole cloth (e.g., Nuvi means GPS), it is a harder sell and a more costly branding program. It can be done, but why make it difficult?

Modesty aside, I can’t tell you the number of people that have commented on how “spot on,” the name of our company is: On Target Research.

I can’t take all the credit. We simply did for ourselves what we do for our clients: we conducted a branding survey. We created a number of potential names that communicated what we did. Then we surveyed corporate Sales & Marketing Directors as well as account executives in advertising agencies – both key publics that need and use market research and surveys. On Target Research won hands down.

We encourage anyone starting a new company, rolling out a new product or considering rebranding an existing one, to select a name that reminds people what you do every time it is spoken, written, printed, or communicated in any way.

And if you really want to create a brand that makes the angels sing and the cash register ring, give us a call, or send us an email, to discuss a branding survey, because at On Target Research we conduct surveys that drives sales.

Best,

Bruce

Bruce Wiseman
President & CEO
On Target Research
www.ontargetresearch.com
Bruce@brucewiseman.net
C 818-397-1401
F 800-680-1452

silkin management group

We have presented in some of our past Silkin Management Group blogs marketing information written by the President and CEO of On Target Research, a surveying and marketing company that we have successfully used as well as having recommended to many of our Silkin Management Group clients. I recently got another article from them and found it very educational for anyone interested in marketing basics. I hope you enjoy it as much as I did.

Larry Silver
President, Silkin Management Group

For information about Silkin Management Group and the management services we offer, contact us at: info@silkinmanagementgroup.com or visit our website at: silkinmanagementgroup.com

Here’s the article:

Paradise Lost

It’s the kind of tropical island you envision when you think of paradise.

White sandy beaches. Water so pristine it laps at the shores like liquid topaz. Lush, verdant foliage that blankets a nearby mountain where parrots in brilliant, multi-colored plumage await a Kodak moment.

And then the invasion starts.

Charging out of the rain forest at the bottom of the mountain are dozens of gorgeous young women in bikinis.

Cut to a semi-nerdy guy in a bathing suit standing on the beach spritzing himself with a bottle of we don’t know what.

Back to the babes, whose numbers are growing as they charge senor nerd like it’s the first day of the semi-annual Nordstrom’s Sale. The camera pans to the other side of our hero where another contingent of bikini-clad marauders are stampeding across the sands from the other direction.

Okay. They have my attention. It’s an ad for some kind of men’s cologne I figure, but the girls, now numbering a hundred or so, are making a fashion statement that those of us concerned with matters of…eh…style cannot possibly ignore.

They have reached him now. Our guy is surrounded by swarms of beautiful women. The camera switches to the viewpoint of the guy, whose vision is blurry. He puts on a pair of glasses. His vision sharpens only to see the girls frowning at him now. Some are disgusted.

They all turn and walk away as the screen displays the message that he “Should have gone to Specsavers.”

Specsavers is a discount vision chain and the glasses the guy put on were dorky, not, we assume, from Specsavers. Of note, this ad is a takeoff of a similar commercial for a deodorant (Lynx) of a few years earlier.

But here’s the deal: The Lynx commercial ends with the guy getting the girls. The deodorant attracts the women and they stay. The guy is in seventh heaven.

The Specsaver commercial ends on a loss. The women are disgusted and have turned away from him; our hero is bummed out. Yet, the creators of this advertisement think that this toxic ending will motivate viewers to want to buy the brand of glasses that the guy isn’t wearing.

Are they brain dead?

Why in the world would you associate your brand with a loss? The commercial must have cost some serious coin: it was shot in Columbia and there were 100 bikini-qualified gals in this spot. (My heart goes out to the poor casting director.)

But, you get my point. They transport more than 100 cast and crew members to South America and shoot a commercial that associates the sponsor’s brand with…paradise lost.

The company’s marketing director should be water-boarded with the spray the nerd was using on the beach.

Let’s take a quick look at something that is much simpler, costs next to nothing and communicates a message instantly.

It’s a print ad. A picture of a french fry, one end of which is charred to a crisp and smoking. In the corner of the ad is the familiar Heinz label which says “Hot Ketchup”.

A piece of simple marketing brilliance, says I.

A good ad does not tell the message, (He should have gone to Specsavers) it shows it, (burnt French fry); the visual delivers the message in an instant.

That said, the good, the bad and the ugly are not always this obvious.

Sometimes a professional eye can help polish the message and increase the response. On Target assists companies to fine tune their marketing so that it sings to their customers like Tony Bennett on a summer night in Central Park

We bring 25 years of marketing and PR expertise to a review of your marketing materials, websites, and proposed press releases for their ability to communicate to your public and drive sales and income.

This service is fast, dreadfully inexpensive and will help ensure that your marketing materials are doing their job – creating interest and reach for your product or service.

Call or email if we can be of service.

Best,
Bruce

Bruce Wiseman
President & CEO
On Target Research
www.ontargetresearch.com
818-397-1401