Effectiveness and adding value

I don’t know if it’s because of my age, my background or my sense of fairness that I feel hurt by the exploitation of businesses by some of my fellow professionals both in design and in the media.

If this sounds like a rant – I apologise in advance. It is.

If it sounds self serving – I apologise in advance. It is.

I detest ‘waste’. After 25 years in the marketing business it still surprises and frustrates me how businesses with significant ‘promotional’ budget allow their ‘creative’ suppliers to present, implement and ineffectually measure the effectiveness of the work they produce, and how disrespectful some media are to these businesses on the effectiveness of their channel.

The issue in ‘design’ occurs for many reasons, but primarily because of the way many designers charge. It is in their best interests to spend as much time and in as many media channels as possible.

I believe you are what you’re paid. If you are ‘retained’ you’re an employee. If you’re on commission, you’re a salesman, if you are paid by the hour you’re an artisan and if you’re paid by the improvement you make to the bottom line with a fee, then – and only then – can you call yourself a consultant.

In the scenario I come across all too often, the more the designer can do, the more they make.

Many will not say, ‘actually you need to improve your customer service, or delivery’. Instead they will say, ‘yes – you need new packaging, a new website, a new brochure, a new ad campaign’.

I wonder why?

They are not given an objective and a budget and asked to create an effective communication plan.

They are designers not communication strategists after all.

This isn’t true of all design companies, but is a trend in those that supply SMEs.

This is because anyone a few years out of college, who knows there way around Adobe Photoshop, Illustrator, InDesign or Quark etc., (never mind online applications / tools!) can set up as a ‘branding design agency’. No experience or expertise required.

Branding expertise doesn’t come from knowing how to create a logo. Just because you call yourself a ‘branding expert’ doesn’t make you one.

Then there is the media. The media never say ‘actually we don’t give great value in reaching your target audience’. If a client’s needs expert advice on what are the best ways of getting their message to their audience the last place they should ask is a media channel. How many businesses deal direct with media and then let the media ‘create’ the communication piece.

You only need to listen to local radio for 30 minutes or look in a local newspaper for the evidence.

Advertising can work. It generally doesn’t.

Advertising well is difficult.

So who am I to talk. Well I am a branding and communications practitioner.

I can sleep at night and look at myself in the morning with a clear conscience, because I save businesses money. Sometimes that is the only objective – and that’s enough.

Sometimes it is in order to use that resource in more effective channels. Make the finite resource more of a return on the investment of it.

To do this I have to understand not just what a brand is and how it can be improved, but how to create, grow or sustain them with new and / or existing audiences. I need to know what media is good for what effect. How to choose. How to buy. How to measure.

This takes not only years of practicing, but also continuous professional development. It is the reason I am adept in new media channels.

No I am not a social media expert / guru / ninja. I am a contextualiser. Every advantage and disadvantage needs to be understood so that the right tool can be chosen for the right job.

Social media is a part of the online media. Online media is a part of all communications channels. Communication or ‘promotion’ is only one of the ever increasing number of P’s in the marketing mix.

(NB I believe it is fraudulent to claim ‘expertise’ in something like social media that only started 5 minutes ago and will change by the time I publish this and definitely by the time you read it– shame on those that do)

Acute Marketing is named after a philosophy that has a metaphor in medicine and an insight that most clients are looking for new solutions when things need changing – fast.

Positive change can only come by following the methodological approach of ‘Diagnosis’ before ‘Treatment’. Treatment before Cure’.

Likewise, marketing communications and brand development.

Diagnosis has a value. Treatment has a value. Ultimately a Cure has value too.

If you want more value from your brand communications get a second opinion.

When is Science not a Science? When it’s an Art.

A recent news story in the local paper irritated me enough to need to rant.

Then the rant turned into a manifesto. It’s not meant to be ‘political’.

It starts with a the news that the City of York Council failed in a bid to become a ‘UK City of Culture’ because it’s ‘regeneration’ is based on ‘Science City York’ rather than the arts.

The council failed to meet the benchmarks on ‘funding’ for the arts.

The councillor responsible for culture went on to say the council would be entering a bid for UNESCO’s Creative Cities programme in 2010, on the basis of it’s investment in ‘science’.

So many points…

· York is already full of culture, the measure should be how much culture there is not a benchmark on funding
· Science City York (SCY) is a misnomer as much work is done on ‘Creative York’ under that ‘banner’ name that would qualify as ‘culture’
· The council do funds ‘arts’: What is Illuminate?
· How can we apply to be a ‘Creative City’ based on investment in science. It’s nonsensical.

In my opinion, the root of the opportunity is this:

Economic regeneration strategies have to be built on creating, growing & sustaining jobs and wealth.

The ‘Knowledge Economy’ is one in which the UK in general can compete in a world market.

Which means the city of York can compete if it looks to intellectual property, adding value and service as the driving force.

The idea of ‘Science City’ isn’t comprehensive enough. It doesn’t tell our whole story.

For example, Yorkshire Forward needed to talk up it’s job creation in digital and creative sectors to central government. ‘SCY’ ‘created’ Creative York by re-branding the Heritage and Arts organisation that already existed and inviting broader ‘creative’ organisations to join. Then claim job creation and innovation as part of it’s remit / measure of success to secure support.

However, bringing ‘creative’ companies together is like herding cats. Although some move in for a stroke when their ego needs a boost, most will wander off to find a warmer spot where there is milk and food without competition. (As a ‘creative company’ we weren’t sure we were being used for political benefit and as second class to Science and IT in the hierarchy of this organisation.)

All the big Science firms and IT firms get recognition and huge financial investment and create jobs for the 100s of students graduating from the University of York, which is good. We must keep the talent.

But creative business are smaller and more numerous and York St John is not a centre of Science. We must create an environment for the Cultural output from their talent too.

Creative businesses need recognition. They need funding. They need shouting about.

Vision

There is one overriding and common value in science and art that distils to an idea and that is intellectual property.

Innovation in any field creates value. Creates jobs. Creates wealth.

If SCY had been called ‘Copyright York’ or ‘IP York’ or Knowledge York then SCY or IT City York or Creative York could all coexist and we would be a city of culture, a city of creativity, a city of sustainable value whether we had government recognition or not.

How long can we keep calling ourselves the ‘Cambridge of the North’, when other than academically (and some would argue even there) we have more history and culture in our little fingers than the Essex upstart.

Let’s drop the brand Science City. We are almost 2000 years old. We will still be here in 2000 more because York is at the centre of England, it adapts and it will overcome.

To paraphrase George V, ‘The future of York is the future of England’.

Gas

Moaning, I have recently learnt, comes in a number of different forms, the ‘token protest ritual’ (it can’t be my turn to walk the dog, you never walk the dog…), ‘denial’ (I’m not moaning, but…) and self-aggrandisement (god doesn’t he moan a lot…) and I’ve taken to analysing my moans.

I hate people who moan when in fact I’ve always got something to moan about. I’m only happy when I make others miserable with my complaints, bitching, gripes, opinions, and ponderings…

Everyday I see, hear, or smell something worth moaning about, on the telly, in the street, in the local paper, on the radio, in an email.

I keep promising myself that I’ll write a letter to the local rag. Put my moan in ink.

But I never do. Why? Laziness? Shame? Guilt? No… actually is because people who read letters in local papers are just nosey bastards and the people who write in every bloody week are only moaning to make themselves famous. I’d call it ‘impotent rage’ if that wasn’t too strong a term. More like ‘mild moaning’.

And to top it all off it makes no difference at all.

So what am I saying? “Don’t moan!”. Nope. I’m saying, ‘’Keep it to yourself’’, or write a useless online pondering that no-one will read unless they’re a moron like you.

Large Format Design & Print Co-ordinator – Part time

This is a post on behalf of a client who… doesn’t have a blog.

Athena offer large format digital, print on demand services to retail customers, via the internet and to local businesses and commercial artists.

We are looking for a multi-skilled person who is lively and outgoing, with the ability to work in a pressurised environment offering a wide range of printing services from posters, banners and canvases to name but a few.

Part designer, part craftsperson and part salesperson. Key responsibilities vary as one minute you may be required to be customer facing in producing artwork stretched on canvas and the next dealing with suppliers of consumables to manage stock and the next visiting a local retailer to discuss a design for a banner for their shop.

The successful individual will be required to develop new business within such sectors as retail, designers, advertising agencies photographers and artists.

Ideally, you will have knowledge of operating large format (Canon) digital printing machines.

Key Accountabilities:

· Operate and maintain high volume large format Canon iPF8100 Digital printer devices and produce print of high quality.
· Act as an advisor to customers discussing their production requirements/turnaround times etc.
· Undertake support tasks as seen appropriate by the Manager when required
· Participate in revenue generating / marketing initiatives.
· Participate in team meetings / projects/sharing or best practices.

Candidate Requirements:

· Experience of working in a customer facing environment
· Good PC skills with knowledge of Photoshop packages
· Excellent communicator (written and verbal) at all levels, who is organised and calm under pressure
· Proactive, positive, enthusiastic, willing to go ‘the extra mile’
· Great problem solver
· Commercially aware
· Self motivated and enterprising
· Excellent eye for detail
· Organised and calm under pressure
· Friendly, approachable and flexible – a team player

Qualifications
· Ideally a B Tech / Diploma in Print Technology or equivalent plus minimum of 1 years print experience
· Client facing experience preferable

This opportunity is for someone to make their mark within a small but established company, initially in a 16 hour a week part-time role with a salary commensurate with experience.

You are required to be flexible as this is a print on demand organisation. Hours are negotiable, but will include Mondays and some Saturdays.
Please send your cv to Simon Coates, Athena, Feasegate, York

simoncoates@athenaonline.co.uk

Sports Day – Getting out of the Dad’s race

It’s that time of the year again when Dad’s all over the country are sweating. Not from any physical activity, but from the fear of ‘the dad’s race’.

At the first child’s sport’s day you turn up oblivious to the tradition, to the horror of child pressure and to the abject panic when the mum’s look at you as if to say ‘you’re not really a man if you deny your child…’

“Please, please, please daddy…”. How can you say no?

So you reluctantly, slowly, cowering, slouch towards the start line. It’s going to be ok there’s a couple of fatter blokes in the line up, even some older ones, you tell yourself. There’s one who’s old enough to be your dad and carrying 3 stones on you. It’s going to be fine. How hard can it be?

Then you notice. You look down and see their footwear. They are all wearing trainers. Even the old fat one is wearing the latest Nike, anti slip, go fast, shiny new, spiked, running shoes for wet grass. You glance down. It’s an important day in the child’s diary, you want to look good (in case there are MILF’s about), so you put on your best Loake’s Chelsea boots. Leather upper and sole. Elasticated sides for comfort and easy slip on and off. They complement, the nice light wool summer suit you’re casually wearing.

Time move’s slowly… The Headmaster say’s ‘’ready’’… you look across the line. It’s going to be harder than you thought… ‘’steady’’.. you look at your kids cheering you on… you take a deep breath, ‘’go’’ you push off and like wily coyote your legs spin and you go nowhere very quickly. The trousers are tight at the knee, the suit is tight across the shoulders and your arms don’t swing… You’re hardly moving forward.

The old fat (ex army PI instructor – you later find out) to your right is already 10 yards in front. You can’t catch him. You start blowing hard. Everyone else is 10 yards in front of him!

You lose. Last. By a long way. Your kids look disappointed. “Sally’s Granddad beat you!”…

The shame, humiliation and torture are too much. The first of several excuses leave your lips in seconds. “I had the wrong shoes on…My suit is too well fitted…  I hadn’t warmed up properly… I have a groin strain from the Marathon I ran at the weekend…”.

It’s the next year. No problem. You make some excuse. Something came up at work. Life or Death (as if that can really happen in marketing?).

It’s the year after. You have to go. But you limp on to the field. “Oh it’s nothing, I slipped off a ladder putting some (manly) shelves up. The kids don’t remember that, but they ‘let you off this time’.

It’s the next year, shit! Err. ‘’Pulled a muscle in my back playing Squash’’.

The year after. “Sprained ankle trying to get a stranded cat that got stuck in a tree.”

And on it goes on and every year since then. And when I hear the words ‘sports day’ I perspire like a horse.

What the hell am I going to come up with this year…

The truth? “I’m old, unfit, can’t be arsed, don’t want to be embarrassed again by a 60 year old.”

Oh the horror….. the horror….

Creating iPhone ringtones on a pc

In answer to a question asked. This is how I create ringtones for my iPhone. I use a pc, so you maccers will have to adapt.

1. Open iTunes.

2. Find the ‘unprotected’ song that you want to make into a ringtone.

3. Ringtones can be up to 30 seconds long (although some sources say 40!)

4. Listen to the song and find the bit (up to 30 seconds) of it you want to use. The intro or the chorus may be a good place to start.

5. Write down the start and stop times of the bit you want to use.

6. Right-click the song and select “Get Info.”

7. Click the “Options” tab.

8. Type in the start time of your clip in the text box next to “Start Time” in the minutes:seconds (i.e. 2:01) format.

9. Type in the end time of your clip in the text box next to “Stop Time.” Make sure the difference between the start and stop is no more than 30 seconds long.

10. Click “OK”.

11. Right-click your clip again and select “Convert Selection to AAC”. Wait for iTunes to convert it. It will create a duplicate version. You’ll hear a ‘ping’.

12. Right-click the created clip and select “Delete”.

13. Click on the “Keep Files” button.

14. Find the file. It’s usually in your User folder under Music > iTunes > iTunes Music and under the band’s name. It will have an extension of “m4a.” If your folder doesn’t show file extensions go to Tools > Folder Options > View > Scroll down list and untick ‘hide file extensions of known file types’. Click OK

15. Copy this file to your desktop. Replace the “.m4a” extension of your ringtone with “.m4r”. You can either double-click slowly to re-name your file, or right-click and select “Get Info” on a Mac or “Rename” on a Windows PC.

16. On my pc a warning appears saying ‘If you change a file name extension, the file may become unusable. Are you sure you want to change it? Click Yes.

17. Double-click the ringtone file. iTunes will automatically add it to your ringtones folder in your iTunes Music Library.

18. Connect your iPhone and sync your ringtones.

19. Go into iPhone settings > Sounds > Ringtone > It should be listed under ‘Custom’.

Top Ten Business Books

Ok

A fellow twitter published his list, so it made me think. Which are my favourite books.

1 ) Seven Habits – Stephen Covey

2 ) How To Win Friends – Dale Carnegie

3 ) Ogilvy on Advertising – David Ogilivy

4 ) No Logo – Naomi Klein

5 ) Funky Business – Ridderstrale & Nordstrom

6 ) Excellence in Advertising – Edited by Leslie butterfield

7 ) Gung Ho – Blanchard & Bowles

8 ) Brand Sense – Martin Lindstrom

9  ) Losing My Virginity – Sir Richard Branson

10 )  Art of War – Sun Tzu

Cafe Philo

I received an invitation with a word attachment .

As they do not appear to have a web hosted thingy and I might go along I’m posting this in my blog so I can link it up on Twitter.

“We have been asked to extend an invitation to you for a new Café Philo starting up in York in the rooms above Betty’s Tea Shop in York.  The first meeting is on Wednesday 3^rd June starting at 7:00 pm until 9:00 pm.  The Café Philo will meet on the first Wednesday of each month along the lines of the original Parisian model.

 

Café Philo

Café philos (otherwise known as Philosophy cafés) have sprung up throughout the world for the past couple of years.  Originally starting in Paris, France, (1992) with Marc Sautet and several friends who got together discussing various issues of the day at the now famous “café des Phares” at the Place de la Bastille. Since then every Sunday morning, people would gather together to discuss various topics ranging from the classical to the absurd (examples : Is hope a violent thing ?, Santa Claus myth, What is a fact?, etc.) and the cafés extended to others in Paris and throughout France (about 100 now) as well as internationally (about 50) in countries such as : Japan, USA, England, South America, Germany, Belgium, etc.)

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Why the attraction to a café philo?

It’s basic principle is to make philosophy accessible to all, trying to revive the Socratic period in Athens, whereby philosophers would dialogue publicly in the “polis”.  The café as a public forum has come to be that friendly place where people can gather together and discuss ideas collectively over a cup of coffee.  You could consider it as a ‘community salon’.

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What is a café philo?

A café philo is an organised debate in a public place by excellence.  It aims at establishing a philosophical exchange democratically distributing the right to speak amongst the participants.  It strives to induce “philosophic moments”, to pass from simple opinion to thought, to analyse communally concepts, to decode the various meanings, in the form of a collective search on a particular subject.

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Basic rules for a café philo:

• the subject comes from the participants suggestions and is chosen by the moderator
• there’s no ‘a priori’ : only in the discussion of the subject can its philosophical character be determined
• the moderator attentive to listening, uses his knowledge to give guidance to the discussion/debate and enhances the development of the analysis with the participant
• each person listens while the other is speaking
• to avoid : a course type rendition, conference, lecture, etc. just as well as “coffee hour small talk”

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Basic principles underlying café philo:

1) open to everyone
2) to encourage freedom of thought regardless of socio-economic background 
3)  a free public place where universal subjects can be discussed by the most diverse participants
4) a place beyond the limitations of money, power, and preaching (proselytising)

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Why a café philo? 

Here’s the real challenge to philosophy.  By inducing debates in the public arena, can philosophy do what it sets out to do:  breakdown people’s prejudices based upon general beliefs by inducing  them to thinking philosophically (critically).

Café philos are vital both socially and politically.  They provide the “free” space for people to gather together to think things out collectively as well as individually away from dominating influences.  They also allow people to develop their thinking skills and start questioning various aspects of life and how to change them.

Mad Men

The award-winning hit television series currently playing out it’s second season in the US tells the story of the glamour, history and madness of a Madison Avenue based advertising business in the early 1960s. A time when men were men and women were not taken seriously by the corporate world. When advertising was at the centre of a growth in marketing global brands. But it isn’t the advertising business that’s mad. It’s those businesses that don’t talk to or listen to ‘ad men’ that could be described as slightly unbalanced.

There are companies that will listen to, and act on the advice of their accountant and solicitor, but in a recession very few of these professionals will actually add value to or help grow the business. There main priority is ‘protect and survive’.

Whether they are consumer or service brands, there are businesses that do not look to advertising professionals for assistance in the same way as other professional services. In many cases, they treat marketing as a cost and worse still, that they can do it themselves. These businesses are potentially heading for a critical period.

Bill’s story

During a similarly tight economic period in the early 1990s I worked on the B&Q retail advertising account in one of the UK’s biggest ad agencies. The Marketing Director of B&Q, Bill Whiting said to his grateful ad men, “advertising is as important as paying the rent”.

At the time his ‘advertising’ budget alone was around £20million per annum and his competitors were spending similar sums. But while his competition cut their budgets, his strategy was to continue to spend and by taking a larger share of voice from his competitors he took a much larger share of the market.

To cut a long story short, when the up turn inevitably happened B&Q were perfectly positioned as the biggest player in their market and Bill became CEO.

 

not a tin of paint

 

Of course it’s not just about spending. It’s also about communicating the right things at the right time in the right way. It’s about uncovering customer insights, creating ideas and implementing them effectively.

Bill Whiting also famously said, “We don’t sell handbags”, in a reference to competitors selling products that didn’t fit well with DIY stores, just to generate revenue. I suspect he felt that customers want core product and services from their brands, especially during hard times.

“We don’t sell handbags… we sell dreams”, is another brand quote worth noting, this time from the head of Chanel. It’s not ‘what’ people buy, but ‘why’ people buy that is important in successful brand development.

In the seven years since we began, it has been our aim to give our clients the best strategic communications advice to create, build and sustain their business and brands, whatever their size.

If you get a chance to see ‘Mad Men’ on TV do, apart from the entertainment, there is a great message that more businesses should listen to when promoting their business: Really understand your customer. Make them a promise they need. Communicate it well.