I drove the 143 miles to Madison today through light flurries (!) to speak at a luncheon put on by the Madison Advertising Federation. Perhaps not surprisingly, I discussed convergence and Element 79’s experiences as we, like every other marketing entity in America, struggle to master these emerging mediums. Preparing the speech proved rather reassuring: considering how the market tags us as a TV shop, we have a number of highly successful viral and social networking programs to highlight–always a good reminder. Yes, despite what the creative head of Akqa might contend in public panels, traditionally trained creatives can create powerful integrated programs so long as they insure their idea includes meaningful and relevant interactivity. Do that, and you don’t have to apologize to anyone about your background. Hell, in three years, those of us fortunate enough to still be working in this industry will look back at these times and think how quaint it was back when we made such a distinction between offline and online marketing: those are simply media, our true business is ideas.
But that’s what I walked in knowing. I walked out knowing a number of new things, particularly after fielding questions at lunch and a subsequent breakout session…
1. I like people from Wisconsin. Who doesn’t like people who are honest, direct, and polite?
2. I only spoke about video-based virals. One woman questioned whether viral existed–or could exist–in other media as well. When you think about it, chain letters, certain health tips and pop culture jokes could qualify as viral as well. This is probably a better question for Paul Rand and his word-of-mouth experts at Zocalo Group (http://www.zocalogroup.com/).
3. Everyone worries about shrinking ad budgets. And reallocation of dollars away from their specialty.
4. A lot of people work in business-to-business advertising and wonder how viral and digital can help their clients. Given the specificity of the target, viral and social network solutions could be particularly powerful. I referenced the classic story about Google (this excerpt taken from Inc.: http://www.inc.com/magazine/20071101/help-wanted-meets-buy-it-now.html): “The quintessential employer brand is Google. In 2004, the company posted obscure math problems on billboards in several major cities. Any enterprising math geek who could solve the equation was directed to Google’s hiring website. The billboards drew a lot of press attention as well as thousands of resumés.” Speaking so selectively identifies individuals as members of a Godin-like tribe, and everyone likes to be on the inside. Additionally, to establish themselves as a leader, doctors or lawyers could start blogging.
5. Everyone, from agency types to designers to specialty in-house creatives, misses having media partners right down the hall. Holding companies may have aggregate buying power, but they inadvertently destroyed knowledge centers. Pity that.
Never thought about the division of media partners from the agency hallways as “destroyed knowledge centers” but that is so right on.
The best programs are the ones done in partnership with the media companies. The separation has built hostility which has done nothing good…for anyone.