marketing – Carlo Centeno

Features & Benefits

If there’s one thing obvious about marketing and advertising is that they attempt to shape your perception, to one of acceptance or revulsion. In this politically charged environment, I’d say most political advertising encompasses the latter. But we’re not going there today.

Here we have 2 wooden structures, one historical [circa 1800s], the other modern. Now, one may think that the modern structure offers more features: pressure treated wood, steel anchor collars, robust carriage bolts, nuts and washers [possibly even zinc treated to resist corrosion] etc. Well, it does have more features; it has to given its function. But it doesn’t mean it’s better than the simpler one, rather, the modern structure is built specifically for conditions and utility common to coastal areas. Both types share similar benefits albeit differentiated by design, materials and construction.
Well, the purpose of the modern structure may be the same as our historical one, that is, to prevent something from entering or leaving a specified area, perhaps protecting one side more so than the other.

Before you clobber me with the apples-to-orange inequality of this comparison, the point I’m making is that consumers often equate features as benefits. If you’re anything but a design engineer, you may think that the metal anchors or collars wrapped around the angled stanchions may be unnecessary. However, if you live, perhaps even work along this shoreline, you would know that the tides and storm surges exert an astounding amount of pressure against barriers. The added strength of the collars is beneficial to the overall strength of the structure.

“This unit can do more than its closest competitor.”

On a recent trip to one of the box stores, I couldn’t help but overhear a salesperson singing the amazing features of a particular dual-door refrigerator. NOTE: the courtesy photo is for illustration and is not the product being referenced herein.
“…..with the app on your computer, that model can sense when it’s time to restock, bread or cheeses or certain vegetables or frozen dinners…”
The technology, the artificial intelligence that’s coming to market, can be impressive. But will it work on my iPhone 6S or will I need an Android system?
You know, my home fridge has an ice-maker, though it doesn’t automatically dispense into my glass when held below a special port. Mine? Open the freezer door and grab ice from the container, a container purchased separately, BUT, looks like it came with my fridge. Typically I empty two ice trays into that container, refill the trays with water and return to the freezer. In less than 10 minutes, you’ll have ice that’s just as good as what the cyborg-fridge can automatically deliver to your glass.

My hand is the delivery and presentation vehicle. And it works. No downloads, no firmware, no software….basically, I’m somewhere with basic technology versus, being nowhere or confused with this hi-tech stuff. Now, if I was that customer learning about the smart appliance in question, perhaps the dialogue would go something like this:

Salesperson: It’s an amazing piece of technology. It can monitor your food and beverage consumption, conveniently at your fingertips. You use an app on your smartphone. It’s a big plus for busy families.
Me: That’s impressive, but it’s a feature that I don’t need or really want.
Salesperson: You can even check it from just about anywhere in your house. That’s real convenience.
Me: Actually, I find it more convenient doing it my way.
Salesperson: And how’s that?
Me: I walk into the kitchen, open the door and make note of what’s still there and what needs to be added onto the grocery list.
Salesperson: How is that more convenient?
Me: Well, it’s not just convenience for me, but a benefit.
Salesperson: Oh….?
Me: It’s called walking. For me that’s a benefit. I already do too much sitting at work.
Salesperson: That’s a valid point, but not really helpful. I mean we’re talking about making your life simpler, by doing less chores, to get more time to do things you’d rather do..
Me: I’d rather get up and move. Besides, I get a chance to scope what’s not in there, but whether the shelves need cleaning or if an expiration date goes back to the Nixon administration.
Salesperson: Wait, who’s Nixon…? Anyway, think of it as an evolution towards the future of appliances. You, the homeowner, can control all your appliances such as your TV, your A/V installations, the lights and the thermostats and so forth.
Me: ….and without even breaking a sweat.
Salesperson: Exactly.
Me: Will people really adapt to this technology? I imagine someday my health insurance being able to buy data regarding my food preferences, and since I love ice cream, well, a dietician or cardiologist may take issue with that…who knows?
Salesperson: Hey, well, hopefully that won’t be the case. I mean there’s a ton of places where information can be bought for marketing or research…that kinda stuff.
Me: Of course….you know and I know that your actual mileage may vary…capisce?
Salesperson: Ah, yeah, sure….have you seen the new washers and dryers that are out now?

Planning Overload

Okay, the end of the year, the last month of the calendar if you will, is chock full of messages hitting us from all kinds of channels. I’m referring to advertising & marketing messages. I’m overwhelmed with it all.

“For a limited time, you can own this…..enjoy the 10 for only 1 dollar/euro at your local…..make this the holiday to remember with special offers from….common reactions are allergies to the active ingredient, cramps, blurred vision, moodiness, sleepiness and in some cases, death….” WTF!?

However, what I find even more overwhelming is the myriad of marketing tactics, strategies, resources, research et al, that are available to each of us [the marketing professionals]. Ms. Cook’s comment, naturally, is taken with a grain of salt, but it makes you stop and think about “planning.” And for the most part, I’m convinced that we’re all over planned. Coupled to the planning are the actions deemed necessary for said plan to be successful. I translate that to, being “overscheduled” and thus feeling more overwhelmed.

Whether it’s marketing communications and strategies, or making plans for your children’s activities, a vacation, an addition to a home, etc. etc., I’m convinced that there’s much to champion in the less-is-more school of thought. To wit:

I’ll stick with Plan A because creating a Plan B or C is going to take even more time, more minutiae, workbooks, versions, hotlinks, B-rolls, post-production, trips to the copier, make more PDFs….OMG!
Regarding Plan A, I prefer to make smaller mods to line and action items. My options are: edit or delete. So what I have is still my original plan, but with tweaks
When my daughters were growing up, after-school activities were encouraged, but within reason. There was none of the practice/games after school followed by Key Club, music lessons, etc. that seem to be the norm for each school day, week in/week out
Less is more when it comes to time on hand. I didn’t drive to the ends-of-the-earth just to get them from one activity to another, then back home
Less is more: I pull into the garage with more gas in the tank; we eat dinner together; limit perfunctory questions and remarks wherever possible [what was the most interesting thing that happened today? vs. so, how was your day?]
Less is more: a lot less time in front of a screen [TV, computer, vid game, e.g.] and more reading, you know, a book

The end game is something I relish. I envision a plan not to plan anything at all.

The 10,000 Hour Rule

Ten years ago, author Malcolm Gladwell published his book, Outliers, a NY Times Bestseller. In his book, Mr. Gladwell posited that to master a specific skill, a total of 10,000 hours is required. That’s the milestone to accomplish being the best, “to accomplish greatness” according to the author.

But once again, “greatness” and “the best” have varying metrics. Is any of this based on earnings? On the number of gold medals? The number of championships [world or otherwise]? Metrics do have a place, certainly, but winning cannot be everything.

If there is a dark side to marketing it’s this notion that aside from the hours required, you also need equipment, supplies et al of equal or higher quality. Marketing promotes aspirational consumption: if I have the best ______, then I have a better chance of becoming the best.

No….10,000 hours is an unreasonable expectation. Predictably, no one denies consistent practice is mandatory in order to reach a given standard or goal [especially your own]. However, my own “rule” is far simpler: give it your best and know it was your best. Save some time to enjoy other things in Life.

Uncomplications

Is our evolutionary advancement driven, in part, by the creation of things increasingly complex? This home sitting stoically somewhere in London, is the antithesis of a modern home. You won’t find computer-controlled lights, security systems, or appliances seamlessly linked to an app on your phone or tablet. Think simple yet purposeful. Venerated in stature, an edifice devoid of pretense.

Similarly, this pub distills [pun intended] an uncomplicated persona. How so? Nowhere did I see a roster of specialty beers, ales, lagers, mixed drinks, martinis and so on. Visually, there’s a lot to draw your attention, but nothing approaching sensory overload. Six taps of beer, the usual suspects in liquor and I’m sure a wine list practical in scale and price points.

Ditto for this uncomplicated yet tasteful-looking bar. I’m all for imaginative thinking, but that’s a far cry from thinking that the latest and greatest is something we need. Novelty can make many things interesting, but the fascination can quickly fade.

Today, we’re seeing even more complexity in an already complex, confounding arena that is automobile manufacturing. Case in point, the steering wheel of Formula 1 race cars. It’s essentially a computer with a realm of adjustments a driver can make while racing. Granted, an F1 car is an extremely specialized machine, but we’re already witnessing technology trickling down to passenger cars: paddle shifting, adjustable suspension rates, electronically controlled ride height, dual clutch transmissions, electronic steering, throttle control and more.

Growing complexity effectively commoditizes our thinking. Artificial intelligence is no longer science fiction and this growing reliance, this transference or programming of cognition to things inanimate is troubling. Interestingly, the late Dr. Stephen Hawking once said that the rise of AI is utterly frightening. Why? AI advancement and its integration to our day-to-day living will reshape civilization and redefine humanity.

Uncomplications.

Have a face-to-face conversation [not Skype, not Facetime] with someone you value and keep in high regard. Pen a letter or card [not an IM, email or Tweet]. To feel good—really good—do something that will make another person smile, even laugh. We give too much of our time to monitors, hand-held devices, playlists, news feeds and much less to each other.

Data Management of the Highest Order

I recently attended the Digital Marketing Summit for Financial Services & Advisors in NYC. The sea-change in marketing as a science is nothing short of overwhelming. It’s not a stretch to feel data sets [Big Data] testing your senses of feasibility in order to select specific data that can help shape your marketing messages and strategies.

My fascination for everything that is Formula 1 is insatiable, including the way F1 teams develop new technologies to gain a competitive edge under the rules. In recent years, digital data procurement has become de rigueur , just as it has in marketing. There’s no escaping it, there’s no going back. The Summit was well attended, moderated with timely panels and break-out discussions; collectively the 2.5 days allowed me to get in over my head on various “How To….” and “Why Social Media is….” findings, benchmarks and strategies. Professionals from across the USA, Canada, Trinidad Tobago, Germany, England, and other countries were on hand.

The digital marketing and social media cognoscenti may know this already, but these are my Summit take-aways:

Be willing to experiment with your digital tactics, to try things and rule them in/out based on the experience & findings
Marketing, compliance, operations and client service represent the minimum of a purposeful “department” to keep your brand integrated in the customer experience. Working in silos will not provide insights or competitive advantages
It’s unreasonable to expect to have one, even two, IT professionals to manage the entirety that is digital marketing. You will need experts who specialize in a given field or discipline
Clients will expect “frictionless” and real-time interactions with financial services [Example: Amazon is testing AmazonGo, an app that allows you to physically walk into an Amazon store–bricks and mortar–select items you want, and then walk out of the store. The app takes care of all the financial interactions that had just taken place, in real-time
Technology, however sophisticated, can never be a substitute, let alone a panacea, for person-to-person interaction

The diagram noted above is the [estimated] output of a Formula 1 car during practice at this year’s Malaysian GP. The data set is a representative overview of what the driver must know based on speed, gear selection, braking points, acceleration points, track sections and the use of the car’s DRS [Drag Reduction System] to optimize aerodynamics. That’s just a partial list. All told, an actual race sends 1.5 billion data samples to race engineers who monitor the action from their paddocks.

Having access to data sets is far different from the utilization of specific data sets that you believe can optimize your marketing strategy. Ultimately, two goals need to be accomplished: 1) is to consistently, authentically provide to the client the experience that your brand promises, and 2) to deliver on that promise profitably.

Standing Out

In a short period of time, a tsunami of products and services have overwhelmed our values to such a point that we’ve conditioned ourselves to expect the next version of something, to be better than the one we already have. But we’re not any happier or better in our day-to-day lives. Not all consumers consume as such. There is a distinction between a collector and an accumulator.

The sheer number of branded products vying for our attention—and our money—is beyond words. Our attention spans are already fractured from our immersion in diversions and distractions. Is it any wonder that marketers are looking for that strategy which helps their brands to stand out, to be readily noticed and purchased, to be the “next best thing?”

So, how do we optimize the value of our brands, which by the way, also includes our personal brand?

Minimalism.

During my walkabout with camera in hand, I noticed in a meadow a particular detail that stood out: specs of white in an expanse of green, brown and yellow. If the meadow is a designated market area [DMA], the flora its products and services, then it’s easy to recognize the stand out among all the offerings. The simple, white flowers.

These flowers lack the colorful palette of warm yellows, reds and oranges, which is precisely the point. One color, was enough to make our “product” stand out from the rest of the other flowering plants. If we are to champion some level of emotional ownership for a brand, more is often not always better. In fact, the challenge becomes finding the single most relevant, genuine quality that deserves attention. That quality is a narrative that needs to be told.

That quality doesn’t need to be original [nothing is anymore, really], but must be genuine. The quality is accessible, identifiable, perhaps even an antidote to the distractions that contribute to our sensory overload. Marketing minimalism is the distillation of that particular quality that allows the brand to stand out. In this day and age of “reality-this-or-that,” there is a hunger for something far more genuine, more real, more tangible that removes us from our penchant to consume or accumulate things.

Ambiance: Sensory Marketing

I think we short-change ourselves more than we’d like to admit to, given our penchant for social media, texting, instagram and so forth. The convenience and immediacy of digital communications is undeniable. We expect such things. Yet as great as communications can be, nothing can replace being there, on location, in person, surrounded by a tangible reality that can touch all our senses.

Great photography, video, journalism and storytelling can provide part of the experience, but what they can’t deliver is the visceral qualities that encompasses the milieu of the location.

Marketing Idioms in the Snow

Everyday life is filled with idioms. Sometimes I think of them as bridges connecting a concept, a service, a product, even a person. After a snowfall, the gates open and I’m at the mercy of a brain that works to find a metaphor, an idiomatic expression, a slice each of the expected, unexpected and infrequently, something on the order of the unimaginable.

My favorite type of snow is the dry, fluffy stuff. It may not pack well to create a snowball or a snowman, but it’s easy to shovel off a driveway or brush off a car. For many skiers, fresh powder is nirvana: how can this get any better?

This kind of snowfall encourages you to look around. The cars are covered like blankets. Flat, open fields are akin to a slice of white bread. The trees look powdered by confectionary sugar. This kind of snow is a visible version of a special aura. Whatever is under the snow takes on another quality. Attributes of beauty, protection, secrecy, purity, freshness are some that come to mind. “Use _____ soap because it’s as pure as the driven snow.”

In this case, snow isn’t all that bad now, is it?

“I could get used to this…”

Lexus is currently running a :30 second TV spot for their 2016 ES model. The tag identifier is, “I could get used to this.” The marketing inference being one can upgrade to the next levels of luxury, prestige and social standing.

We all have aspirations though many, I dare say, are with things material. I’m no exception. However, after awhile, there’s a point of diminishing returns. No one needs the biggest, baddest, coolest of anything. Marketing feeds our psyche, fuels our heart’s desire; then the new car smell and the “!@$!@ I’m-on-top-of-my-game feeling” validates our consumerism. After awhile, we all float back to terra firma. That new car smell is gone and feelings of euphoria dissipate into the the air.

These photos were taken at The Mount, the home of American author Edith Wharton, the first woman to earn a Pulitzer Prize for Fiction. The grounds and mansion are now collectively recognized as a historical site. It’s a favorite stop for fans of the gilded age, beautiful gardens and literature. Do I aspire to own and live in such a mansion? Do you?

Really now, on this scale I’m better off living vicariously; doing so precludes mortals like me from paying taxes, utility bills, hiring staff etc. Frankly, my “I could-get-used-to-this” license would expire within 5-6 weeks if not days. Some would welcome the possibility of having such a life, others would frown with disdain for the scale of the home and grounds, the sentimemt being that of excess. Besides, I’d have to get a riding mower just to do the backyard lawn! Do you have any idea how long that would take…?!

Like a song stuck in my head…

Here’s my actual post:
https://www.linkedin.com/pulse/youre-my-mind-like-song-radio-carlo-centeno?published=t

A Marketing Department of One

The content of this post appears on my LinkedIn page

Selfies and Brand Perception

Categorically speaking, the selfie is one of the top elements populating sites today. Somewhere in our digital world, popular media has put the spotlight on this ubiqituous “self portrait.” As much as I like coming across a selfie here and there, my preferences for this form of actualization is more personal if not deliberately planned. Not to say that a selfie cannot be personal for the sender or subject. Certainly to each his/her own; I’m in the minority as I don’t send or post selfies unless they’re for family. I suppose people who make selfies and photo bombs part of their daily life think nothing more of them. Thus, I can appreciate the spontaneity and the fun aspect of creating and sending them.

If selfies are genuine windows to our inner selves, then I’d think common sense should prevail. A selfie taken with pals in front of a questionable location will not play well. One example is the selfie of a twenty- or thirty-something doing same, with a brown bear in the background. If I recall, the location was in Alaska at a place popular with tourists and brown bears. The bear was just 30 or 50 yards [27 to 45 meters] away. That’s too close for an apex predator that can reach speeds of up to 35 mph [56 kph] in 100 yards [90 meters]. Safety considerations aside, think in terms of centers of influence [COF] who happen to catch a glimpse of the image.That being the case, the question then becomes:

What does a selfie say about you?

All that you consistently do and say is part of your brand. Variations to such, well, that’s another posting altogether, expecially variations that put you on an orbit other than the one you and others know you’re on.

If selfies are self-portraits and thus a physical extension of one’s personna, then I can surmise that one individual is the champion of such image making: Rembrandt van Rijn [1606-1669]

courtesy: The National Museum of Stockholm

Not only was Rembrandt a Dutch master, he was a creative genius. His “selfies” had much to say about the genius he possessed. He imbued the intangible [his sense of purpose, his focus, his sophistication, e.g.] alongside the tangible [his style of attire, its texture and color; his facial expression, his eyes and hands, e.g.]

courtesy: National Gallery of Art, Washington, DC

Yes, I’m certain there are other artists who can stand alongside Rembrandt, but he owns the niche.

With age, his selfies contain more detail and texture. There is a quiet confidence—almost regal in tone—that radiates off the canvas. In all of these portraits shown here, the subject is both an aristocrat and an artist, the benefactor and the painter, the model and the creator.

Rembrandt_Self_Portrait_1669 — Bequest of Benjamin Altman

There are other artists who have done self-portraits, that we know, but none have the power of Rembrandt’s canvases. Noted photographer Richard Avedon mentioned that he loved doing portraits because the face is a landscape that tells a story. Just as Rembrandt’s portraits offer something about his brand, so can yours, in this case, the selfie.

But be warned about where you send/post your selfies. You might forget what went where; while others will remember exactly where to retrieve them.