MarketingInsideOut.com

Last week’s Association of National Advertisers’ annual conference, heavily focused on reinventing the marketing industry, was attended by over 1,000 people — a large percentage of which were CMOs. The mantra of the meeting came through loud and clear. It’s time to “let go.”

In his keynote address, P&G chief A.G. Lafley, pronounced that it’s time to “let go” and cede control of your brand to consumers. He underscored the need to move beyond transactions to more meaningful relationships. (This from the company renowned for micromanagement of its brands.) Burger King’s Russ Klein joined the chorus of marketing execs counseling companies to let consumers have brands their way.

Lafley spoke about the need to achieve the right balance of being in touch and in control and the resulting paradox — the more control we take, the less in touch we are.

This theme ran through nearly every presentation, from companies like Sony, Wal-Mart, Mastercard, Yahoo and others.

For some time now, marketers have been talking about “letting go” and engaging in a dialogue with their consumers. Instinctively we know we have no choice. We have to let go, because only then will the consumer engage in our brand, in the community our brand can create, and with each other with our brand. But is it just lip service that sounds good? How prepared are we to take on the challenges that comes with real dialogue — of not telling, but talking?

Marketers have been control freaks for a long time. The shift to engagement is a big mind shift. Engagement requires the act of listening, sharing, creating a dialogue. It is not a one-way conversation we manage/control/spin.

Jim Stengel, P&G global CMO was right on in his ANA presentation when he suggested that the first step is to stop thinking of consumers and consumer segments and start thinking of people – their individual needs, dreams, hopes and wishes.

This simple thing forces an immediate shift in thinking. And as a result, you naturally do things differently.

You market to consumers — you listen to people. You observe consumers –- you interact with people. You deliver messages to consumers –- you talk to people.

It’s a start.

As mentioned in this post, I’m a Lost fan. So far this TV season, I’ve been traveling a great deal and have watched 2 Lost episodes online, 2 Grey’s Anatomy episodes and 1 Ugly Betty episode, so that’s 5 for me. It’s a smooth and enjoyable experience. ABC must be doing well with the online initiatives. According to the latest report, ABC.com’s fall program-streaming initiative has garnered 2.5 million requests for shows in the first two weeks. That’s compared to 5.7 million requests for episodes for thge entire two-month test period in the spring, when ABC first began to stream its top shows online.

On top of online stream, more than 8.5 million downloads of ABC shows on iTunes have been sold since the deal last fall.

At last week’s National Association for Multi-ethnicity in Communications conference in New York, the network’s Albert Cheng said revenue from ABC.com and the iTunes deal is exceeding internal predictions.

OK…so now I can watch when ever & where ever I want — thanks. But ABC, what the heck are you doing with the story line on Lost. So far this season, I’m less than excited. Why don’t you answer some of the old burning questions instead of just creating a whole bunch of new characters. Seems like a reach to me.

Apple has a history of great advertising. Remember 1984? It aired just one time on TV, but since has been seen by millions more. To this day, it’s considered one of the most powerful and creative spots ever produced.

In 2002, Apple launched a campaign called “Switchers”, aimed at disenfranchised Windows users–those frustrated with the performance and cost of PCs. It was a simple yet powerful body of work.

Over the last few years most of Apple’s ad focus has been on the ipod. The first spots broke ground with a flat color/shadow technique that was both energetic and hip. It clearly resonated with the audience (just check out these sales figures). The ipod campaign evolved as its audience did. The Eminem spot has a texture and look and feel that is both Apple as well as the artist. The newest spot with Bob Dylan is stunning. And proof positive that Apple has built an iconic brand that is a celebrity in its own right. I guarantee Dylan had more to gain in the latest spot than Apple… by getting access to a younger demo that doesn’t know him any more than it knows Jerry Garcia.

The “Get A Mac” campaign launched last May is another excellent example of Apple’s prowess at branding. It’s a marvel of clarity and simplicity. No fancy visual effects, no over-the-top theatrics — just two characters, and lots of clean, white space. The selling proposition comes through loud and clear. The Mac played by Justin Long (from the movie Dodgeball) is the embodiment of the Mac enthusiast (not to mention a striking resemblance to a young Steve Jobs). PC, played by John Hodgman (contributor to The Daily Show and This American Life) bears a striking resemblance to Bill Gates. Hodgman may play the chump in these spots, but his humor and likability are evident. (Look at that hilariously perfect pratfall he pulls off in the spot titled “Viruses” and the new spot “Self Pity”.)

When I first saw the campaign I questioned the casting of a character that embodied the stereotype hipster Mac enthusiast as a means to sell to PC owners. But Long, as Mac, plays the straight-man to Hodgman who gets all the laugh lines. The spots work because they didn’t push the hipster thing too far. The spots hit home with their simple selling messages and are just plain entertaining to watch.

And it’s selling computers. Mac sales are up 12 percent compared with last year with revenues up 24 percent,– during what is considered a poor quarter for the PC market.

As everyone who has ever been to an Apple store opening knows, The Apple brand has achieved celebrity status. And people just want to rub elbows with the stars.

Let’s face it, as Americans we love the underdog…the uplifting story of little guy made good (like that of YouTube)…we’re enthralled with the rags-to-riches concept.

Today’s purchase of YouTube by Google for $1.65 billion IS a rags to riches story for YouTube founders Chad Hurley and Steve Chen…right???

Why is it then that my stomache got a bit quezy when I heard the rumors this morning and the official news this afternoon? After all, I’m a fan of Google. I have a great deal of respect for a company whose corporate motto is “Don’t be Evil”.

Maybe my feeling of unease is because they’ve gotten so enormous and plan on getting even bigger, (they do plan to expand their empire to all four corners) … or because they become so powerful and so connected/interwoven to everything worldwide.

It must be that good ole distrust of the Goliath.

I’m a huge fan of ABC’s “Lost”. I’ve been looking forward to the season premiere on Wednesday for weeks. BUT…it turns out I’ll be driving from Albuquerque to Santa Fe while the drama of Jack, Sawyer, Michael, Hurley et al gears up again.

While my husband will Tivo it for me, I won’t be able to watch that until Friday. But thanks to ABC.com, I’ll be able to connect to the wi-fi in my hotel room on Thursday and watch the premiere. BTW — If you are lost when it comes to “Lost” they have a great sneak peek up on ABC.com that gives you the back story to get you up to speed.

For months people have been talking about how online video is poised to skyrocket (both in programming and in advertising) because broadband is now well entrenched. Successes like the streaming last year of some of the March Madness games proved that people are willing to “watch” programming online and were perfectly OK with advertising supporting the program. Plus advertisers have been happy with results thus far. The TV premiers that are available online this fall certainly seem to indicate that not only is online video now technologically feasible, but profitable as well.

Nearly every major network this season has tapped the web to air and/or promote their programs.

While ABC last year made episodes of popular prime-time shows like Desperate Housewives and Lost available for purchase via iTunes, last week AdAge announced the names of 21 advertisers participating in ABC’s program this fall to stream some of it’s biggest prime-time shows free to viewers. Shows include returning hits Lost, Desperate Housewives and Grey’s Anatomy as well as new shows Six Degrees, The Nine, The Knights of Prosperity and Ugly Betty. Advertisers include Procter & Gamble, Toyota, Johnson & Johnson and many more. During the two month test over the summer, 79 percent of those surveyed claimed to have a positive experience with the ABC stream/site, and 87 percent said they would recommend it to others.

NBC debuted two new series — “Friday Night Lights” and “30 Rock” — on NBCFirstLook.com one week before their broadcast debuts. Supported with pre-roll advertising from AT&T, the site is also carrying the beginning of four returning shows, including “My Name is Earl.” NBC worked with AOL to stream “Twenty Good Years” and “Studio 60 on the Sunset Strip” online a week before their broadcast debuts.

Yahoo TV has partnered with CBS’s Showtime to stream new episodes of “Weeds,” “Sleeper Cell,” “The L Word” and “Dexter.”

CBS will have a significant presence on the Web in the fall, posting its most popular primetime programming on its broadband channel Innertube free to view immediately after their network debuts.

Today FOX announced they would air full episodes of its television shows on MySpace.com and the Web sites of its local Fox TV stations after they have aired. The new ad-supported Fox on Demand will be sponsored at launch by Toyota, Burger King and Lionsgate. Fox on Demand viewers will have their pick of previously aired episodes from new and returning shows including “Bones,” “Prison Break,” “Standoff,” “Vanished,” “Talk Show With Spike Feresten,” “‘Til Death,” “The Loop” and “Justice.”

Having now watched several fall shows online (including Grey’s Anatomy this evening) I’ll admit I’m impressed. The process is soooo simple. The streams are smooth, the picture is terrific, the control is great and the experience is very pleasant. I’m use to multi-tasking — generally the TV is on while I’m working on the computer. But now I find myself more efficient and surprisingly it’s significantly easier to keep up with the TV program. If I need to concentrate on a work task, I can pause the show for a moment or rewind to watch something again. I’ve got a 20″ screen on my iMac and I can work on a doc with the stream right next to it. Simple and sweet. Nice. And that simplicity is what will make it fly.

I stopped at Target today to pick up some ant spray and ran smack into a snow scene.  It’s 91 degrees and I haven’t even bought Halloween candy yet, but the snowflake decor and Christmas wrapping paper is abundant.  Every year it seems to get earlier and earlier.  In fact I noticed when I bought a gift card for my husband at Sports Authority yesterday my graphic choices were either a snowflake or stocking.  That’s nuts.  It’s only October 2.  I guess now they figure that since Halloween is such a big holiday (consumers are expected to spend $4.96 billion this Halloween) that we’ll be in the mood to stock up on Christmas stuff at the same time.

They’re predicting a more “subdued holiday season” for retailers this year. Maybe angst explains the earlier than usual start.  But I for one, can’t think of roasting a turkey when I still feel like I’m roasting.  My motto is “If the air conditioner in my car is still necessary, gift buying for the holidays isn’t.”