overchoiced

Recently I joined Rhapsody, a music subscription service where I now have access to 4,000,000 songs. In iTune parlance that’s about 152 years of continuous music listening, assuming an average of 4 minutes a song.

Instead of being overjoyed, I find myself overwhelmed. Jennifer May, who heads up our interactive area, tells me that my music anxiety is due to bad interface design.I don’t’ buy that user interface is the answer. I think it’s the nature of my brain and how I manage choice. Lately I’m starting to feel overchoiced. I’m not afraid of decisions, but is it in my best interest to have to review 150 brands of wine when I’m looking for a nice red? Before you answer that question, take a look at what studies have been showing for the last few years.

Check out the American Psychology Association’s view, then read the New Yorker and finally take a look this USA Today article.

And if this isn’t’ enough info, you can read 384,000 entries listings when you Google “too many choices”.

Maybe you’re not like me and can relax in a sports bar simultaneously watching women’s field hockey, cage fighting, the NFL, NCAA whatever, NBA, PGA, not to mention ESPN the Ocho.

Too much of anything tends to be a bad thing. But are marketers really listening, or are they addicted to the easy money that comes with brand extensions and shiny new labels?  In some ways choice reminds me of urban sprawl. Instead of making what you have better, more new is created and more doesn’t always mean better.

The most important thing you can do online

I promise you, I am honestly not obsessed with Google, despite what appears to be a blogging infatuation with them lately. I can’t help it that the Google guy, Jim Lecinski, came to Cleveland, courtesy of the Cleveland AAF and our peeps at COSE. But he did, and it was a great talk. I wasn’t expecting it to be, so, as such, I resorted to scribbling notes on the only piece of paper I had on me at the time a receipt from a Sunoco in Logan, Ohio.

He spoke about the impact the digital world will and is having on our advertising endeavors. There are many phenomenal bloggers covering the topics Jim spoke about, there’s no need for me to rehash it all again, but here are my actual notes if you’d like the very abridged version.

But here’s what I’d really like to share with you. The most important thing I took away from the presentation. For me, it all came down to just a question from Mr. Lecinski.

“Are you spending at least a half hour online each day, discovering and finding what is out there?”

It’s something you can take for granted. You have down time, you surf. But when things get busy… I hardly even glance at my start page during the hectic times. So remember to take the time. Remember to always seek out and explore. The internet, after all, is not going to come to you.

To get you started, here are some of my favorite sites you are welcome to check out. And surprise, most are blogs, the authors have already done the hard work for you—one site can take you a million different places. And please feel free to add your own favorites in the comments section.

http://www.boingboing.net (just like they say, a directory of wonderful things)
http://netdiver.net (a portal full of fresh inspiration for new media and beyond here)
http://www.adverblog.com (blog focusing on the best in interactive marketing)
http://www.bannerblog.com.au (a blog just about fantastic banner ads)
http://www.stumbleupon.com (as Jim mentioned, this free browser plug in will randomly select web sites it thinks you are interested in)

Homes Getting Greener

It seems the green movement that has been gaining traction within the commercial building sector is starting to influence home building on a much larger scale. This article from hgtvpro.com, points out that homeowners are starting to ask for environmentally-friendly solutions when building and remodeling, particularly in the bathroom and kitchen. This article is an interesting read for manufacturers who are looking for insights into green trends and as well as the influencers who are helping to blaze the green trail into our homes.

Washington D.C. Untapped Media Market

As media professionals, we are always looking for the next untapped venue in targeting an audience. On a recent trip to Washington D.C. I saw so many unique opportunities for media exposure within the city. Afterall, the amount of visitors and the diverse age range of individuals who come to this city to experience all the culture and educational activities is staggering. So why not cave like so many other venues to the advertising/sponsorship opportunities 

Think about these ideas:

• Congressmen having to wear sponsored suit coats (Nascar drivers wear jumpsuits with advertising--why not have the gallery see who their Congressmen is supported by?)
• Projected advertising on the Washington Monument (Wouldn't a 555' 5/8” billboard be the largest in the world?)
• Bus wraps on the tour-mobiles (Yes the buses are red, white, and blue to represent this country and freedom, but wouldn't Dr. Scholl’s love to promote their product to all the visitors who are experiencing aching feet from the miles of walking around town?)
• Naming rights to the monuments (Wouldn't the Lincoln Town Car make a great representative for the Lincoln Memorial?)
• Exhibition Sponors (What about Crest sponsoring the Sharks 3-D exhibit at the National Museum of Natural History?)

I am glad to see that even though in this day and age in which we try and make everything a sponsorship or advertising opportunity, we have not tried to do this in Washington D.C. The untainted experience of this city is refreshing and provides the visitor with a clean educational environment. Go and enjoy Washington D.C. and all it has to offer from how money is made, where John F. Kennedy is laid to rest, see what the scarecrow wore in The Wizard of Oz, experience what Congress does during a voting session, and so much more but know you will not be surrounded by advertising messages until you go back to your hotel room and relax in front of the television.

Homeowners pay as builders cut prices

A recent article in BusinessWeek states that big builders are offering massive, often six-figure price cuts in overbuilt developments nationwide for the first time ever. These drastic measures are giving the industry a kind of shock treatment designed to move inventory off the books fast. Read the article.

Selling "Green"

Professional Remodeler Magazine recently interviewed some construction industry pros about the oppourtunities and challenges the sustainability movements presents to them. The article provides some nice insights to manufacturers who are trying to grow their market share in this area. Check it out.

Well, Viagra certainly has me aroused.

Last weekend, when I sat down to watch the Browns game with my 10-year-old son and 8-year-old daughter, I expected to hear questions, like “What’s a first down?” or “How do they get those yellow lines on the field?” or “Can we watch Disney Channel during halftime?”

What I didn’t expect to hear was, “What’s an erection?”

But there I was during the first quarter of the game, fumbling for an explanation.

And as I debated in my head whether to answer, “Go get me some chips” or “I think the dog needs let in” I heard it all.

“Sex”

“Sexual pleasure.”

“Erectile dysfunction.”

And all of a sudden I was in the middle of a conversation about the birds and the bees with my kids.

And who put me in this conversation? Viagra.

Now, as an ad guy, I’m all in favor of giving advertisers their freedom to advertise (not you big tobacco!). But as a parent, I’d like these advertisers to show a little discretion.

Sure, I know that a lot of men who might need Viagra watch NFL football. I get that it’s a good media buy. But the truth is, a lot of kids watch the NFL, too. And is a conversation about love making really appropriate for this audience?

I’m not asking Viagra to quit advertising during the NFL games. All I’m suggesting is that maybe there’s a more generic G-rated version of the copy that won’t put me in the position of discussing sex with my kids before either of us are ready.

Evolving B2B Marketing

It is a long-held belief that B2B marketing is vastly different than B2C. The sales process is more complex – many times including multiple buyers – and due to larger volumes, purchases are more likely to be price-driven than brand-driven. Many believe that the most effective B2B communications are filled with features and benefits that answer the concerns of target audiences.

While those beliefs are valid, you cannot discount the similarities between the two. First and foremost, the core goal of both types of marketing is to sell. And who is buying the products and services? People. People who work for companies but are motivated on a personal level. Yes, they strive to save money for their company and insure against liabilities, but on a deeper level each decision they make is a reflection of themselves.

Both have a need to connect with the audience. B2B companies traditionally focus on features and benefits to ensure that buyers have details to make purchase decisions. Many times these messages place them at parity in the marketplace and do not create deep connections. Conversely, B2C companies strive to make an emotional connection with their audience. They understand audience needs and find ways to communicate on a more personal level. B2B marketers have an opportunity to leverage customer knowledge and develop messages that resonate and differentiate.

A recent article in BtoB online discussed the fact that the Internet is blurring the lines between B2B and B2C. People are familiar with the personalized experiences and capabilities of B2C web sites. And, companies that can translate these consumer expectations into their business will find success.

As a B2B marketer, are you leveraging the tools available and messages to make connections that create brand loyal customers?

--Michelle Mulchin