DMA Archives - Page 2 of 2 - Otis Regrets... or not

It’s all about positioning, isn’t it?

Today’s Wall Street Journal had a nice anecdote from a gathering of retired American Airline employees. A flight attendant remembered a flight where there were 125 Kosher meals on board and only 50 people said they’d ordered Kosher meals. With a normal meal service, they’d run out of options and everybody in the back of the plane would get a Kosher meal whether they ordered it or not.

Solution: the crew announced that American was testing a special menu and the first 50 people to press their call buttons would get to try it. The meals sold out quickly. The Kosher labels were stripped of and what might have been a “I didn’t ask for that” complaint turned into an anticipated treat. All because of the right positioning.

I’m old enough to remember the days of meal service on airplanes, how about you? I also remember the frequent flyer’s trick of always ordering a special meal (Kosher was good, as was the fruit plate, but I always went for the seafood plate if available) on the premise that if it was custom-prepared it would be better (not always true).

Do you have a favorite recollection from the “golden age of flying”? Let’s get together at DMA 2013 next week in Chicago and compare notes. I’m leading a panel on Wednesday the 16th at 10 am with Dawn Wolfe of Autodesk and Philip Reynolds of Palio+Ignite. It’s all about positioning, what else? Come see us!

Back by popular demand at DMA2013

My panel discussion on K.I.I.S. (Keep it simple, stupid) marketing was asked to return to the Direct Marketing Association’s annual conference based on our being one of the top-rated panels at last year’s event. DMA2013 is happening in Chicago and we’ll be the last session before the wrap-up lunch presentation on Wednesday, October 16. I love Wednesday sessions because they happen after the trade show is over and the Echo awards are done, so anyone who’s still around has a serious reason for being there.

Once again, Dawn Wolfe of Autodesk and Philip Reynolds of Palio+Ignite will join me and show what happens when, instead of technical jargon or corporate posturing, your advertising connects with the reader or viewer or web browser based on a simple appeal to the things that are important to them. The rules of “back by popular demand” are that the framework of the topic is the same, but the examples and case histories used have to be completely new. Come sit in… it will be an interesting and hopefully entertaining hour.

Nerds are people, too!

Here’s a preview of the KISS panel we’re presenting at the Direct Marketing Association’s annual conference in Las Vegas. Come see us next Wednesday, October 17 at 9 am to get the full story!

When you’re selling complex products and services, that often have a high price tag, it’s easy to overcomplicate your marketing message. A copywriter might think, it’s hard to know which of the technical specs is most important so I better include all of them. Or, this buyer will need a lot of information in order to justify the cost. The problem is that ultimately you’re still selling to people. And we can only absorb so much information, especially when we may not have asked for that information in the first place.

The solution is to keep it simple—tell your complicated story in basic human terms that boil down to easily understood story lines and personal benefits. Because even if we’re the chief technology office of a large company, we’re also a human being and we will evaluate rationally but ultimately make an emotional decision.

For example, here are the “Six Universal Buying Motives” as described by Roy Chitwood at Max Sacks International. A powerful appeal may speak to more than one of these emotions. And if you are appealing to none of them you’re going to have a lot harder time making the sale.

1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion

Now, let’s look at how these might translate into a technology workplace environment:

1. Desire for gain (usually financial)
=career advancement, better performance reviews.
2. Fear of loss (again, usually financial)
=job security, avoidance of unpleasant surprises.
3. Comfort and convenience
=less late hours, fewer angry users/bosses.
4. Security and protection
=systems work as they are supposed to do.
5. Pride of ownership
=taking credit for a new and better solution.
6. Satisfaction of emotion
=elegant systems that make the enterprise work better

The moral: people are still people, even when they’re on the job and deciding which technical products to buy. At the end of the day they want to be praised for their good work, have a comfortable lifestyle because they’ve been promoted, and go home at a reasonable hour instead of having to solve headaches. And you can tell them how your product helps them do this.

There’s lots more KISS (keep it simple) creative on tap from Dawn Wolf, Philip Reynolds and me. Come see us at 9 am on Wednesday, October 17 at the DMA in Las Vegas!

Copywriter slugfest at DMA2011… coming soon!

DMA2011, the annual conference of the Direct Marketing Association, starts in Boston the first weekend in October… that’s soon! I am on a panel with colleagues Nancy Wahl, Alan Rosenspan and Carol Worthington Levy at 3 pm Monday afternoon, October 4. The topic is “Mundane, Inane and Boring Creative” and evidently we are going to try and outdo one another by seeing who can put the audience to sleep fastest with campaigns that never should have seen the light of day or, if they did, succeeded in spite of themselves.

I just got a preview of my fellow panelists’ slide decks and there is some pretty outrageous stuff there. At the end of the hour the audience will be invited to vote on who was the most mundane, inane or boring and the winner will be doused in the chill waters of Boston Harbor just outside the convention center. It’s an experience not to be missed!

If you haven’t yet registered for the DMA, you can still do so here. Try entering “friends and family” code AN614 which will hopefully give you a discount on your conference price. See you there.

MP3 of my DMA social media talk now available

A number of folks have asked me to share the talk I did for the DMA in San Francisco in October, “How Twitter Killed Direct Marketing Copywriting (Just Kidding)”. I now have an MP3 of the audio which I will be happy to email you… just use the “contact” links on this site to get in touch.

I can also give you access to a private site where you can watch my Powerpoint slides with audio (which is same as the MP3) but it won’t add a whole lot because the DMA techs did not capture any of the videos. It’s a lot simpler to just listen to the MP3. Let me know if you want a copy (it’s a 13 MB file).

Everybody’s a winner in Fast Company’s Influence Project

I signed myself up to do a presentation at the annual Direct Marketing Association conference called “How Twitter Killed Direct Marketing Copy (Just Kidding)”. The idea is to show great examples and tips of how classic marketing techniques still work in new media, while also giving old-school copywriters some juice and inspiration as they attack assignments in the unfamiliar and slippery turf of Facebook, Twitter and their ilk.

My page on the Influence Project — Click the pic to spread Otis' influence!

The conference is in early October in San Francisco, but my Powerpoint is due August 20 for “peer review” (WTF?) so it’s time to think about what I am actually going to talk about. One thing that’s definitely going to be there is Fast Company’s recently launched “Influence Project”.

Fast Company asked SF agency Mekanism for a pitch on how to make itself more successful through viral marketing. The ideas were brilliant and you can read about them all at http://www.fastcompany.com/finalists as well as download the actual presentation which is a great piece of work any creative practitioner can learn from. The chosen concept was what would eventually become the Influence Project.

The idea is that you register on Fast Company’s website, and get a special “influencer URL”. (Mine is http://fcinf.com/v/bf8c )Then promote that link by whatever method you choose. The more clicks you get (with bonus points if you get other people to join the contest), the more influential you are. The winner will be featured on the cover of the November issue as the most influential person in the world… but wait, there’s more.

The concept would have brilliant if it stopped at one winner. Maybe it would be Lady Gaga, or maybe an intrepid dark horse American Idol-style. However, in this contest EVERYBODY is a winner. Pictures of all entrants will be featured on the cover, with the size proportionate to amount of influence. If you’re too small for a dot of ink, you can still find yourself on the Fast Company website where there will be special magnifier tools and lots of cool analytics.

How this ties back to marketing is explained by the problem description in the Mekanism product brief: “Fast Company is the best thing that too few people read.” And the solution is to get people to interact with the website and hopefully stay around for other content as well as, of course, read that November issue.

To try this out, go to http://fcinf.com/v/bf8c then wait a long time for the server to load. Vote for me by clicking the “Spread Otis’ influence further” button or register yourself by clicking “Discover YOUR influence”. Email me after you do either or both, and I’ll send you a complimentary copy of the DMA preso after the conference.