Posts tagged “Larry Meltzer

Superstars in Search of Other Superstars!

Larry A. Meltzer, Agency Principal

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The superstars at MM2 who work with client Lennox Industries are looking for a different kind of superstar:  an Energy Savings Superstar!

2017 marks the fifth annual Energy Savings Superstar contest, a fun and engaging way for consumers to share a tip and photo to demonstrate how their family saves energy. The contest, sponsored by Lennox, the leading manufacturer of innovative home comfort products, awards a grand prize of up to $10,000 in energy-efficient Lennox heating and air conditioning products, along with other “cool” prizes including tickets to a water park and a year’s supply of ice cream. The popular program shines a light on Lennox’s technologically advanced products that enable consumers to control their indoor air quality, and brings consumers to the Lennox site to learn more about its products.

The Energy Savings Superstar contest kicks off every year with the announcement of the findings from the complementary Home Energy Report Card survey, which grades homeowners on their energy-efficient practices and asks them about how they save energy. One fun finding: 29% of homeowners would rather walk around in their underwear than spend money to cool down their home in the summer months!

If you think you’re an Energy Savings Superstar, head over to the contest website before August 31.


The World on Your Doorstep

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Larry A. Meltzer, Agency Principal

Recently I interviewed a new grad from one of the public universities in the Dallas area. Of particular interest, this individual told me that the first comm class of every morning started with a current events quiz. The purpose of this exercise is to prompt students to read a physical newspaper every morning, since that’s probably the best way to gain a broad overview of what’s happening in the world – and to score well on the morning quiz!

Some might say this exercise is a relic of times gone by, especially in light of research indicating that half of Americans get their news from Facebook and 10% of Americans think Facebook is actually a news outlet. Anything that gets students – and adults – reading and learning about issues in the world around them is a good thing, but I wonder what we’re losing in terms of knowledge with the decline of print media.

There are advantages to online news consumption, of course:

  • There’s the immediacy factor. When news happens, boom, it’s right there in multimedia, so we read, see and hear about it, not only from news sources, but from those in our social networks.
  • The presentation of news online also offers outlets the ability to incorporate interactive graphics to help explain the story in a way that amplifies – or even replaces – the narrative.
  • There’s the general notion of a news encounter. We’re online, scrolling through our Facebook feeds, and interspersed with a photo of a friend’s lunch are news items that we might not otherwise have scanned.
  • There’s the consumption of news itself. With so few Americans subscribing to news – either in print or online – the availability of information provides access to news that individuals otherwise might not seek out.
  • And of course there’s an environmental benefit, with less paper being used to produce a print product with an extremely short life span.

But what do we lose with the move away from print?

  • We lose the pass-by effect that comes with reading a physical newspaper. We may not read every article, but by flipping through the pages, we’re taking in all the headlines as we evaluate what we want to know more about. So even without reading a story, we’re gaining topline knowledge of key issues or items considered important or relevant enough to put in print.
  • We also lose a depth of information. With all the events occurring around the world, we shortchange ourselves by not delving deep enough into the facts, implications and analyses. The convenience of a snapshot in our Facebook feeds can never compensate for that level of detail.
  • Encountering news – a benefit of online news consumption – also is not the same as following news. Stories and events often play themselves over time, revealing new layers and nuances that help us form opinions.
  • And finally, as the success metrics for media have become more focused on eyeballs and click-throughs, media are presenting stories online with which consumers have the propensity to engage. Sometimes, what consumers want to read, and what they should read, are vastly different.

Knowledge is cumulative. It builds over time through repeated exposure to facts and opinions, and we build our understanding through context and various points of view. A well-written article – whether in print or online – teaches you something. It might present something familiar from an unfamiliar angle.

At the end of the day, I’m not giving up my newspapers, although after the morning read, I’m constantly online, consuming news from these same outlets in their digital counterparts. News outlets deliver the world on your doorstep, so open the door and start reading!


For Old Times’ Sake

Larry A. Meltzer, Agency Principal

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To the delight of some and the chagrin of others, TV viewers will soon be treated to reboots of “Twin Peaks,” “Will & Grace” and “Roseanne,” a trio of shows that enjoyed their heydays 20 years or so ago. Yes, nostalgia is back.

And manufacturers and marketers are following suit. From turntables and vinyl records, flip-phones and Oreos with “fireworks” (basically Pop Rocks), companies are tapping into consumers’ craving for the familiar. Why now?

According to research, people lean in to nostalgia when they’re feeling anxious about the present, and about the future. The past is safe, it was familiar, and what we see in the rear-view mirror tends to be rosy, whether that was the reality or not. We fill our rooms with mid-century modern, our pantries with Twinkies, and our tables with deviled eggs.

What are some considerations when tapping into nostalgia?

  • Nostalgia should be an entry point, not an end point. Leveraged correctly, nostalgia is an anchor to the past that grabs attention quickly due to its familiarity, but with a modern overlay. Think the VW New Beetle, introduced in the late ‘90s with a design that drew heavy inspiration from the original Beetle from the earlier part of the century. Think, too, the rebooted TV shows, which presumably will embody a more current take on characters that viewers came to know well during the first incarnation of their respective series.
  • Nostalgia is different for each generation. It’s not a one-size-fits-all approach. For example, the return of the iconic flip phone will likely resonate with Boomers, but for later generations, this might be an entirely new product that they haven’t seen before. Similarly, in our multicultural society, some retro-inspired products will have little meaning beyond the traditional core group to which they were initially marketed.
  • Nostalgia plays well on social media. While the overall notion of nostalgia correlates to traditional media, some brands are melding old and new media to strengthen consumer engagement. With the popular #TBT (Throwback Thursday) hashtag, auto makers Dodge and BMW have had success attracting eyeballs with photos of classic cars from their lineups through the decades.
  • Nostalgia won’t save a brand. Remember Radio Shack’s 2014 Super Bowl ad featuring pop culture icons from the 1980s? It was lauded as one of the best ads that year, but where is Radio Shack now? More recently, the 1990s hit Pokemon made a resurgence by adding augmented reality and creating Pokemon GO!, which burst onto today’s pop culture scene. But it’s rapid rise was matched by an equally rapid decline.

Like all good programs, a campaign rooted in nostalgia needs to be timely and relevant in order to be effective. So while the future of marketing might not be tethered to the past, a well-timed and carefully executed stroll down memory lane might bring a smile to consumers’ faces and stronger engagement to your brand. (But please, let’s leave parachute pants in the past!)

 


Let It Rain on My Parade

Larry A. Meltzer, Agency Principal

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Many marketers will say that digital is the new traditional.

There’s no arguing with the ability to deploy dollars in a more targeted way through digital channels, but some creative ideas can only come to life – and achieve maximum effectiveness – in the physical world.  The “tequila cloud” promoting travel to Mexico is one of those ideas that demonstrates the value of marketing in the physical world.

The goal of this German-based campaign was to promote travel to Mexico as a vacation destination. As part of a special exhibit in Berlin during the rainiest month of the year, whenever it rained in the city – which the ad agency said was frequently during the time of the exhibit – the tequila cloud also produced “rain” in the form of tequila raindrops. You can read more about how this was achieved here.

Could this same concept be produced in a digital environment? Sure, but the impact of watching a tequila cloud on a smartphone or small screen would likely have resulted in a ho-hum response, rather than an experience that prompts word-of-mouth pass-along. There is also some wisdom for marketers that rained from the tequila cloud. To wit, consider these three takeaways:

  • Experiences connect consumers to a brand. When you execute an idea that can stop people in their tracks, you really have an opportunity to connect a consumer to the brand. This type of experience defines and strengthens a brand in a way that online engagement can’t, because it has staying power in the real world.
  • Physical marketing lets you gauge emotions and reactions in real-time. While much of marketing is rooted in research and metrics, gut instinct based on experience still plays a role. When you can watch and gauge consumer reaction on the spot, you can dial up or down certain aspects to take advantage of consumer response.
  • Strong engagement gives you permission to grow a program. When you can see that consumers are engaged with your brand in the physical world, why not expand the concept further into the physical world, and into the digital world as well? This is where the blurring of traditional and digital proves that synergies do exist, and expansion of an engaging program delivers a longer shelf life and greater exposure.

When you’re brainstorming ideas for your next campaign, your head may be in the clouds, but sometimes it makes sense to have a campaign that’s rooted in the physical world.


All Agencies, Big and Small

Larry A. Meltzer, Agency Principal

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It’s the time of year when the agency holding companies officially put the previous financial year to bed, and the industry media compile their annual agency rankings. As a long-time veteran of the agency business, what strikes me every year is the way the descriptions of agencies have changed over the years – and this is true for both large and small agencies.

A scroll through the rankings – or indeed, an agency’s website – reveals prominent mentions of size (in terms of billings) and awards, as if size and awards are the best indicator of quality or fit for a client. What happened to pride of work? I suspect much of this is driven by the holding company model – holding companies, after all, are about maximizing the value of their portfolio of companies.

My own career has taken me through the doorways and hallways of agencies of all sizes, from largest-in-the-world and on down to the boutique agency that I now lead. If I had to distill down what I’ve learned about the pros and cons of big and small, I’d point to these five truths:

  • There’s a place for big, and there’s a sweet spot for small.  Big agencies do a great job with big clients. They’re structured to serve the broad needs of the multinationals that aren’t particularly price sensitive. But as the big agencies have grown bigger, and their cost structures size them out of certain assignments, there has been a clearer bifurcation of the market, delineating a real sweet spot for small agencies – not just in terms of company size or budget, but in terms of the type of senior-level talent and attention that really lives the client’s business in a way that a big agency can’t match.
  • To get to the soul of an agency, ask them to describe it.  Big agencies are proud of their size, and that tends to be the fallback description, along with awards. But most clients with whom I’ve worked over the years are more interested in what we’ve done for them, rather than the accolades we’ve received or the billings we’ve racked up. Small agencies, however, because they can’t fall back on size, tend to describe the work they do, and the results they’ve delivered for clients.
  • Big agencies are like accounting firms; small agencies are like investment firms. Every business need to generate a certain return to exist, but the big agencies for which I’ve worked have been like accounting firms, driven by the numbers rather than by delivering good work. Small agencies, on the other hand, are like investment firms, with the investment in this case being the clients and the people. Since there’s more at stake in a client relationship for a small agency, they tend to over-index on client service and the focus on results.
  • Big agencies give you access to talent; small agencies give you a talented team. True, big agencies have a deeper bench of talent across the network, which, of course, comes with a cost. Clients can tap into and out of this talent based on need. Small agencies, on the other hand, provide access to a talented team on a full-time basis. There can be a greater personal and professional integration between agency and client teams, with both focused on delivering great results.
  • Big agencies will sell you what they have; small agencies will sell you what you need. It stands to reason: If you have a lemonade stand, you’ll sell lemonade. In the same way, big agency employees are trained to sell what the agency offers, sometimes trying to fit the proverbial square peg in the round hole. They want to keep the revenue within their four walls. Small agencies, however, typically take a best-of-breed approach, and assemble the resources appropriate to the client need, agnostic of the source.

It’s a big world filled with big and small agencies and big and small clients. At the end of the day, an agency is best judged not by its size, but by the size of its ideas and the size of the results it can deliver for clients.


New Pros Meet Old Pros

As we get ready to welcome new summer interns and new pros into the workplace, the advice in this Ad Age article penned by one of our agency principals is worth reading again.

http://adage.com/article/small-agency-diary/classroom-office-expectation-meets-reality/305654/

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From the Classroom to the Office: Where Expectation Meets Reality

What Agencies and Marketers Can Learn from Young Professionals

By . Published on August 31, 2016

Recently I had the opportunity to query some young professionals who are about a year into their careers, asking them about their perceptions and expectations as they approached graduation and after they entered the communications and marketing professions.

These young pros — all now in agency settings, both big and small and from all regions of the country — made some surprising comments about the transition from the classroom to the office. Their comments may be hiding some insight into the way that universities and employers can do a better job of preparing and onboarding these new professionals.

Overall, young pros didn’t seem to fully understand what was waiting for them in the professional world — work traits, managerial expectations and the actual type of work — aspects of the job that those of us in the field for a few years or more take for granted. Their comments tended to center around three areas:

1. Pace of the job. Not surprisingly, the majority of the new pros remarked about how stressful the job is. Several students said they didn’t expect the pace of the job to be so “incredibly fast,” and how “you have to shift gears frequently and in different directions.” One remarked, “We thought we worked hard when we were in college, but it’s nothing compared to what we have to do in the real world.” Another noted the difficulty in balancing multiple clients along with the need to constantly prioritize and re-prioritize.

2. Expectations of quality. Young pros said they weren’t prepared for the level of quality required in an agency setting. “I’ve really learned the importance of the term ‘client-ready.’ For example, while you’re in school, you can get a few things wrong and still get an A or a B, but at the agency, when you’re going to present something to a client, every detail must be perfect.” They also were surprised by the variety of writing styles required for different clients and different situations. “I thought I was a really good writer coming out of school, but I realize that my writing style was great for doing college assignments but not particularly well suited for the real world.”

What lessons can we learn from these comments?

First, agencies, corporate communications departments and universities should consider closer partnerships. Together, we can work to bridge the divide between what students believe their future professional career holds and the hard and soft skills needed to succeed. For example, we know of one local agency that recently accepted a marketing professor as a summer intern, giving him current on-the-job experience to take back to the classroom.

Second, agencies and corporate departments should ensure their orientation programs focus not just on the skills of the profession, but also on how to juggle multiple clients, priorities and — importantly — personalities. Our agency, for example, takes on a pro bono project during each intern period, guiding interns through the account management process in a way that would not be possible with an ongoing account.

And finally, agencies and corporate departments should take another look at their intern programs, and see if there are ways to make them more valuable. Nearly every student agreed on the importance of at least one internship before getting a first job, but many said they found internships to be siloed, gaining experience in only one or two aspects of the business instead of a more rounded experience through exposure across the organization.

The maturity and drive to succeed of new grads entering the profession is encouraging. Now it’s up to those of us in the workplace to guide their transition and growth.

 


One for the Ages

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Larry A. Meltzer, Agency Principal

Marketing is a young man’s game. Or so we’ve heard. We’ve also heard, “With age comes wisdom.” How to balance these divergent points of view?

Maybe the answer is in the question: It requires balance. As a society – and even as a profession – we’re quick to dismiss “older” workers. They’re not as fast. They’re out of touch with new technologies. They don’t present the image we want to portray.

And then someone comes along who not only proves us wrong, but blows these perceptions completely out of the water. Meet John Goodenough, recently profiled in the New York Times Sunday Review. His surname is a bit of a misnomer. He’s beyond “good enough.”

The batteries that power our laptops, phones, and even electric vehicles? He invented the technology. And he just filed a patent on a new kind of battery that has the potential to revolutionize electric cars and kill off petroleum-powered vehicles. Oh, and did I mention that he’s 94?

The story of Mr. Goodenough should give us pause as an industry to re-consider our biases against middle-aged or older workers. It seems there are a few factors that stand out that suggest why this group of professionals can contribute in a way that may be different from young pros. Consider:

  • Knowledge is cumulative. We pick up much of our early professional learning in college, and then integrate that with real-world experience as we begin our careers. Our minds begin absorbing knowledge, but as we venture farther out into the world, our life experiences add to our knowledge, giving us a wider and deeper level of information on which to draw.
  • They think about things longer. Maybe the perception that middle-aged workers don’t move as fast as younger workers is a good thing. There’s more patience, and less of a rush to judgment. We think about things for greater periods of time, and we put things down and pick them up later, letting our minds work out potential solutions to problems or challenges, rather than running with the first answer. (Maybe that’s why we rarely see a 25-year-old judge?)
  • There’s an openness to new ideas.  As we gain more experience, our narrow vision slowly begins to widen, and we allow ourselves to take in convergent points of view and new ideas. It’s the natural course of evolution, but rather than a physical evolution, it’s a cognitive evolution.

Or maybe, as Mr. Goodenough posited, the real reason may be entirely different. In his own words: “You no longer worry about keeping your job.”

At the end of the day, a balanced workplace – with different generations bringing different experiences that lead to different ideas – should be the end game of what was typically thought of as the young man’s game. Are you game?