Specialization

This weekend, my family took a day trip up to the International Crane Foundation outside of Baraboo, WI.  The International Crane Foundation is a conservation organization that focuses on the preservation of the world’s cranes and their habitats around the world.  Just cranes.  That is all they do.

There is something special about a place that has such a specific mission and manages to stick so closely to that mission.  In Search of Excellence was a management book popular in the 80’s that called that “sticking to the knitting.” 

I find myself similarly intrigued by retail and service businesses that do only one thing, but work hard to make themselves the best they can be at that one thing. Common sense would indicate that these companies would need to be better than their more diversified competitors in order to survive.

It seems that these companies and organizations are staking a claim on being the best at their particular focus and are certain enough of their superiority that they operate without the safety net of diversification.

Guts & Numbers

"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."                                                                               David Ogilvy

"I don't need somebody behind a desk to tell me what a marketing survey says is funny. I got 3 million miles and 70,000 tickets sold, telling me that I know how to make people laugh."                                                                                                                                   D. L. Hughley

As long as there have been marketing departments and advertising agencies there has been a tension between practitioners who use research to back up their decisions and those who trust their judgement, or their gut.

The problem with this argument is that there seems to be no middle ground.  Believers of research are most comfortable when every decision is backed up with data.  Proponents of "the gut" will often talk about their superior instincts, their understanding of the target audience and their track record of creative, off-the-beaten path solutions.

It seems to me that there is a place for both decision making strategies in developing creative and effective marketing programs.  The history of advertising is full of stories about the maverick adman who bucked the trend and the research department and had a huge success, based on his instincts.  If we relied only on market research, we probably wouldn't have some of our most popular and revered marketing campaigns.  You see, research is really good at measuring the effectiveness of messages and media that the public is already familiar with.  It is not nearly as effective at capturing the effectiveness of new ideas or new platforms.  You may know the Henry Ford quote "If I asked my customers what they want, they simply would have said a faster horse."  Likewise, 10 years ago, if you questioned people about whether they would like to get information about a company on a free internet site that is primarily social in nature (Facebook) or on access special offers from a retailer on their telephone, I am pretty sure you would have gotten poor responses and a lot of strange looks.

What those stories don't tell us is that the same maverick geniuses have a lot more strike outs than home runs.  Research can help focus a message or a strategy to help it become more effective with target markets.  Research can also help identify shifts in public perception, both in general, say in their understanding and desire for Model Ts, or about a product in particular, say the Edsel.

So it seems to me that "marketing magic" is not in having great instincts or being able to craft surveys that accurately measure customer intentions but in striking the right balance between guts and numbers.  Using data to help make decisions only makes sense but measurement and analysis have never been as good at measuring the new and innovative as they have been at analyzing the tried and true.  I suppose this is why I consider marketing and communications an art as much as it is a science.

Disagreements

"I have never in my life learned anything from any man who agreed with me."
                                                  Dudley Field Malone

A strong marketing/communications program always invites feedback and criticism.  This is often the hardest thing for marketers, and especially marketing managers, to get used to.

A customer who complains is really doing you a huge favor.  They are taking time and energy to tell you how you can improve.  Many companies pay researchers a lot of money to collect exactly that information, and your customer is giving it to you for free, or for the cost of a refund.

Learn to ask for and embrace complaints.  When it comes to customer service, silence isn't golden!

The Revolution Has Been Postponed...

The wireless revolution is dependent on access to wireless internet.  That means that the revolution is vulnerable to something blocking access to the internet, like hackers, terrorists or the substandard modem that the internet company chooses to send you.

I am sorry I haven't blogged in the last few days.  In case you couldn't tell, I am fighting with my internet company.  The revolution has been postponed.  Back soon, I hope!

Has the World Gone Nutella?

A California court recently awarded a San Diego woman a $3 million judgement because she interpreted Nutella advertising to be making claims that Nutella was healthy.  The most surprising thing about this verdict is how unremarkable it has become.

I am an earnest proponent of honesty and good faith in marketing communications anyway.  It is the only way you can build and sustain that relationship with the customer that is essential to a long term profitable relationship.  It seems, however, our judicial system has given marketers another reason to keep to the straight and narrow in their advertising claims.

Here is the transcript of one of the ads that came into question:
"[MOM]: As a mom, I’m a great believer in Nutella, a delicious hazelnut spread that I use to get my kids to eat healthy foods. I spread a little on all kinds of healthy things, like multi-grain toast. Every jar has wholesome, quality ingredients, like hazelnuts, skim milk, and a hint of delicious cocoa. And Nutella has no artificial colors or preservatives. It’s quick, it’s easy, and at breakfast I can use all the help I can get.
[VOICEOVER]: Nutella—breakfast never tasted this good."

Obviously, they were trying to broaden their market and hoped to be thought of as a breakfast alternative in question.  I honestly don't see egregious overreach here.  Nevertheless, I do think the verdict provides an opportunity for all marketers to revisit the marketing and advertising claims and make sure they aren't spreading it on a little too thick.

Reflections

"There are two ways of spreading light: to be the candle or the mirror that reflects it."  Edith Wharton

Professional communicators are given a great gift.  We get to, on a regular basis, be the mirror that reflects the light of accomplishment.

It seems appropriate that, from time to time, we use that mirror to help reflect the light of those who are doing unselfish and good things anonymously.  When you can, celebrate the everyday heroes, the unsung champions, the everyday philanthropists who aren't seeking the spotlight as they do their good deeds.

They are the ones who deserve it.