Archive for June, 2006

It’s about time

Tuesday, June 27th, 2006

RosenblattRiding the elevator to the press box at Omaha’s Johnny Rosenblatt Stadium is an experience in time travel.  Its passengers joke about how long it takes to ascend from ground level to the upper deck where reporters, ESPN commentators, NCAA staff, the stadium’s sound and video specialists and the occasional PR blogger reside during games.  Like a snail, the elevator scales the exterior of the stadium that has stood as “Home of the NCAA Men’s College World Series” for 57 years, attracting more than six million fans and generations of student-athletes who have gone on to become household names in the major leagues.  Some of them, like Dave Winfield, Lou Brock, and Will Clark occasionally return to Rosenblatt to sign autographs, relive their experiences before admiring fans and even ride the press box elevator for an occasional interview.

There’s no Muzak in the elevator to distract its handful of passengers from their thoughts, although if you listen carefully you might hear whispers from famous and fictional characters of the game.  On this day, when the local newspaper has described Rosenblatt as Omaha’s “Field of Dreams,” it’s easy to imagine the eloquence of Terence Mann (James Earl Jones) as he observes, “America has rolled by like an army of steamrollers. It’s been erased like a blackboard, rebuilt, and erased again. But baseball has marked the time. This field, this game, is a part of our past. It reminds us of all that once was good, and that could be again.”

rosenblattRiding the Rosenblatt Express, it’s impossible to ignore the nostalgia surrounding the game. Few places can match the tradition and history of stadium, named for former Omaha Mayor Johnny Rosenblatt, who actually played professional ball before entering public service.  In recent years, millions of dollars have been spent on new sound systems, LED video boards and countless renovation projects to keep the old ball park state of the art.  There’s even talk of replacing the elevator some day with a turbocharged model capable of breaking the sound barrier.  For the baseball purist, such an elevator seems out of place with the deliberate, methodical pace of “the American game” that Walt Whitman so aptly described when he wrote, “It will take our people out-of-doors, fill them with oxygen, give them a larger physical stoicism.  Tend to relieve us from being a nervous, dyspeptic set.  Repair these losses, and be a blessing to us.”

Finally, as the elevator completes its climb one occupant sighs, “It’s about time.”  To which everyone replies, “Amen.”

To Test or not to Test…

Thursday, June 15th, 2006

Big controversy.  Is testing worthwhile or worthless?  The great brains in the industry have locked horns on this issue.  According to an AdWeek article from last fall (Why the Traditional Focus Group is Dying) MasterCard and Procter & Gamble are copy testing junkies while Alan Bogusky says “more often than not testing is pretty destructive”.  They can’t all be right – can they?

The truth is they’re both right – and wrong.  Testing is not a panacea.  Some of the most meticulously executed research will fail to predict a product’s success, and yet research has saved companies millions of wasted dollars by eliminating ill conceived creative.

One of the major flaws inherent in many a research situation is that the consumer is asked for their opinion. That’s risky.  Because, as human beings, we answer questions differently for a variety of reasons.  “Today I have a headache so I think the color of your packaging is ugly”.  “I think the interviewer is cute and I want to impress him/her with my vast intelligence – so I won’t admit that I watch those stupid sitcoms”.  And frankly, we don’t even realize we’re doing it most of the time.  Tempe Grandin has written a fascinating book about her career as an animal behaviorist.  Tempe makes the following statement about working with rats in a lab “What animals do in a lab is nothing like what they do in the wild—so what are you actually learning when you do these experiments?  You’re learning how animals behave in labs.  Finally people started doing things like letting a bunch of lab rats out in a courtyard and watching what they did.  Suddenly the rats started developing complex behaviors no one had ever seen before.”  Testing human beings is not all that different from testing rats – when you create an unnatural condition you get data that does not reflect reality.  And there’s certainly nothing “natural” about test conditions.  So what can we hope to gain from testing?

The AdWeek article is quick to point out that testing eviscerated the Aflac duck.  “While many participants found the duck funny, others found it “insulting”.”  What enabled KTG to save our funny feathered friend from the rubble heap was the fact that, when tested against other creative, it blew the roof off of the awareness score.  So someone’s gut instinct sensed that initial testing was not relevant and subsequent testing made sense – and an institution was born!

Until we find a way to tap into the subconscious mind testing will always be a crapshoot.  But there are some ways to make it more effective and there are some times when it will save your butt.  One of the complaints about focus groups is that they allow the dominant to dominate – even pontificate.  It helps to find ways to control these situations better.  One is to segregate people into smaller or like groups so that the meek are not dominated by the bold.  Another interesting move is to challenge assertions that are made as opposed to letting attention grabbers ramble on just to hear themselves talk.  If your research tells you that your new product is the next pet rock – don’t head out for the bank just yet.  Maybe you need to find a way to come at your questions from a different angle.  Find a way to argue against yourself – look for the down side and really push your subjects to defend their approval.  It’s possible that you’ll learn about some negatives that you’ve never considered.  They’re worth exploring.  But above all, don’t take any of this as absolutes.  At most testing is an opportunity to set up the next level of testing/checking.  Because in this business, going from zero to 60 can be a lot more costly than going from zero to 10 to 30…

Postcards from the ‘Sticks’

Friday, June 2nd, 2006

New York Post Headline:  D.C.’S STUPID SCROOGES SLASH NYC TERROR AID AND SPLURGE ON THE STICKS

PostcardThere we are, minding our own business and preparing for this year’s Men’s College World Series to hit town, when this barrage of Omaha bashing comes out of nowhere.  All of a sudden, Omaha was to blame for the 40 percent cut in anti-terror aid to the Big Apple.  In its coverage of the story, New York Post described Omaha as:“The yawner city of 390,000 – home of the Florence Mill Historic Center, the birthplaces of Gerald Ford and Malcolm X and little else – got a staggering 62 percent increase in federal urban-security grants this year, from $5.1 million to $8.3 million. The increase in counter-terror funds in an area where cows outnumber people by a 4- 1 ratio, while grants for New York are being slashed by a drastic 40 percent, has raised eyebrows among counter-terrorism experts.”

While the tabloids label Omaha as the “sticks” and “cow town,” New Yorkers are going “postal” filling Homeland Security boss Michael Chertoff’s mail box with post cards of their city’s landmarks including the Empire State Building, Statue of Liberty, Brooklyn Bridge and other national monuments.  The cards tout the 73 million fans attracted to Shea Stadium and the 133,000 vehicles crossing Brooklyn Bridge every day like crowded ballparks and traffic jams are quality of life indicators.

As a PR tactic, the potential for postcard propaganda has serious limitations based on the geography of the sender.  In Omaha, for example, the postcard rack at the corner Walgreens is filled with images of pigs, giant corncobs, cornfields, cattle and city skylines.  The closest thing to a national monument shows Johnny Rosenblatt Stadium – home of the Omaha Royals and the NCAA Men’s College World Series.  One postcard labeled “Nebraska After Dark” is completely black.  Conclusion:  If Omahans are to successfully defend the city’s credentials as a Potential Terrorist Target, they’ll need a more persuasive strategy than postcards from Nebraska “With Hogs & Kisses.”