Tag Archives: advertising

August 21, 2012 · 8:26 am

Were Apple’s Genius Spots a stroke of genius?

What this kid part of a stroke of genius?

For about a month now, the blogosphere has been buzzing about Apple’s advertising campaign, which highlighted an extremely accommodating member of their Genius bar.

If you’re not into Apple, then these spots may have been lost on you.

There would have been no immediate recognition of the blue t-shirt clad youth, with the plastic lanyard around his neck.

The fact that he was giving advise to hapless individuals in unusual situations would have been equally mysterious or perplexing.

But if you do Apple, then these ads made sense.

Maybe.

In the advertising world, Apple’s three Genius spots, which aired primarily during the Olympics, drew a fairly negative response across the board.

Folks really took issue with the ads, which were (admittedly) a marked departure from the slick, clean and simple ads characteristic of Apple.

Almost universally, Apple’s ads were drummed.

For one (some complained) they featured no product.

Others were put off by the fact that consumers were portrayed as idiots.

Still others thought that humor (campy humor, at that) was beneath Apple.

Ad Age devoted no less than three articles (The Apple Genius Ads that Everyone Hated Are Over, Cool or Not, the Thinking Behind Apple’s Genius Spots Was Smart, What if Awful ‘Genius’ Ads Were All Part of Apple’s Stealthy Plan?) to the subject.

But now, folks are starting to consider whether Apple’s heavily drummed ads were…intentional?

Even Ad Age, which maligned the ads the worst that Apple had ever created, seems to have had a change of heart.

“Why?” you ask.

Because the numbers seem to bear out the fact that Apple may have properly targeted the demographic they were trying to reach with those ads.

More importantly, it appears that Apple was aware (even if the rest of us weren’t) that there was a shift in who’s buying Apple products.

I’m not going to act like I’ve been paying attention to Apple’s buying demographic.

But I am glad that cats have gotten off this hyper critical assessment of their ad campaign.

Maybe now we can focus on some real issues…

Like Apple’s soaring stock price…

Or the upcoming release of the iPhone 5…

Or iOS 6…

Maybe even my campaign for world domination! Mwaahhahaha!

Oh wait…ignore that last one.

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August 13, 2012 · 6:24 pm

The Secret of Success? Planning and Execution.

I frequently consult young entrepreneurs seeking advice on establishing new business ventures.

Typically, they’re a group of close friends, former classmates or loose affiliates, galvanized by a strong central figure or idea that they collectively believe in.

Often this allegiance manifests itself in some form or other, that evidences the sincerity of their commitment and desire to bring their idea to fruition.

Sometimes this manifestation is a one-sheet or prospectus.

Other times, it’s the first draft of a business plan.

And still others, its a landing page or website.

Very rarely, though, I come across a young entrepreneur or group of entrepreneurs, who have it all: business plan, marketing materials, financial projections, website and launch strategy.

I’m always excited when I encounter individuals like these, because it’s much easier to refine material that’s been primed, than trying to work the raw material itself.

Recently, I’ve been approached by an organization that seems to have the hallmarks of this rare breed of entrepreneur.

Since I’m bound by an NDA, I can’t talk about them or their project in any real detail.

But I can talk about what makes them exceptional, as a case study for other young entrepreneurs seeking to find success outside of a traditional 9 to 5.

So here are the five signs of a successful entrepreneur.

1. Planning makes perfect. One of the most important traits of any successful entrepreneur is the ability to plan. Success doesn’t ‘just happen’. It comes as the result of careful planning. I frequently refer to Sun Tzu, when I talk of planning, because it’s through planning that one defeats their enemy. Failure is the enemy. And as the saying goes, “he who fails to plan, plans to fail.” I’ll take it one step further and say, “he who plans poorly, fails miserably.” To avoid the pitfalls of no/poor planning, I recommend the use of online project management and collaboration programs, like Basecamp, to take your planning to the next level.

2. Document everything. Having an idea of how you plan to get something done isn’t the same as documenting that plan. It’s important that your plans are memorialized in writing for a number of reasons, not the least of which is that it puts everyone on the same page (pun intended). If you’re concerned about maintaining documents in a usable and shareable way, Google Docs is an excellent tool for storing, sharing and editing documents online.

3. Scared money don’t make no money. A serious entrepreneur understands the importance of raising and spending money. The best ideas in the world go nowhere because they can’t get investment. I’m not talking IPO money or VC capital to build a prototype, hire staff and file patents. I’m talking basics: get a domain name, hire a web developer, get some business cards made. You’ve got to have a strategy for funding your company or idea, especially at its initial phases. Optimally, you can get your business up and running and generating revenue before you have to ask anyone (beyond friends and family) for money. Once you’ve got it going, you’ve got to have a strategy for sustaining and growing it. The presence/absence of a fundraising strategy is one of the key indicators of the viability of any business. Kickstarter is a great resource for jump starting York fundraising initiatives.

4. Get your tech on. In business nowadays, technology is the great equalizer. One trait that I find particularly intriguing about young entrepreneurs is their propensity to develop new platforms, and the fact that they understand the strategic importance of positioning technology in the marketplace. A good idea can become an overnight success through the effective utilization and implementation of technology. Whether its something as innovative as a new platform or as mundane as having a mobile website, integrating technology into your strategy is a sure means of differentiating you from your (potential) competitors.

5. Get sound advice. Have you ever drafted what you though was the perfect email? You labored over every word and read and re-read until you were certain it was just right. Then, satisfied, you press send. Of course, the minute it leaves your desktop you notice you’ve misspelled something. Or used “your” when you meant to use “you’re”. Or “there” instead of “their”. If only someone else had proofread it before it went out!

Starting a business venture is like preparing that email. Even when you think you’ve thought of everything, a more seasoned eye can spot things that you’ve missed. Having an experienced advisor, advisors or board of directors can be a valuable tool for not only launching your business, but growing and expanding your business as well.

If I had to give a formula for a successful entrepreneur: success = planning + execution.

Lots of people have good ideas.

What separates them from the guy sitting on his couch saying, “Hey! I thought of that years ago!” is that they got off their asses and did something about it.

Now get off your ass!

If you’re interested in getting some advice for your business idea, feel free to drop me a line.

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October 31, 2008 · 3:05 pm

The World According to Barack

I’ve been watching the presidential race unfold, and just had to comment about how different things are today, than they were just four years ago.  The Barack infomercial was a game changer for me (even moreso than the announcement of Joe Biden as his Veep via SMS) because it showed just how far one can take a brand.

The equivalent of Barack’s 30 minute spot on prime time TV, was the full page ad in the New York Times of years ago.  If you wanted to make a statement, you bought the entire page in a prestigious newspaper, and made your case to the public.  It was a ground breaking and effective strategy, turning the pages of a reputable and widely circulated newspaper into a launchpad for your platform.

Barack brought that strategy into the 21st century, by launching his platform directly into the homes of millions of Americans simultaneously.  I don’t have the numbers, but I’m sure Nielsen can tell you that a butt-load of people watched what Barack had to say carefully the day before yesterday, and were inevitably swayed by the quality production, the heartfelt stories, the message and its clarity, and the singular intent of the man of the hour.

Unlike a commercial, which is fleeting, and whose message is invariably countered by a commercial of the opponent, the infomercial can only be countered by another infomercial.  McCain has neither the prediliction, cash or first mover’s advantage to pull that off.  Moreover, if the McCain camp were to try to cobble something together to blunt the effectiveness of that move, it would be too-little too-late.  With only four days before the election, there is little likelihood of mounting any significant counter-attack.

McCain is left to send his storm trooper in lipstick out to do his dirty work.  All the Republican party has left, is that attack instinct, and they’re frothing like rabid dogs, at the prospect of forging a comeback.  They’re just so all over the place, that they look like rank amateurs, especially when juxtaposed against Barack’s unflappable cool demeanor and expert use of the media, at all turns.

Its like Barack has moved from a presidential candidate, to an awe-inspiring figure and every-man, simultaneously.  He appears to be one of the most approachable people in the world, yet he still portrays an air of greatness.  Now I’m no Obama jock-rider, caught up in the groundswell, but from an objective standpoint, it is clear to the most casual observer who our next president SHOULD be.

McCain is no slouch, but I’d never put a man in office who states (without hesitation) not to know ‘too much’ about the about the economy.  I would also not put a man in office who so thoroughly fails to vet his VP selection, to the point that her selection has become the punchline for SNL jokes for weeks.

As a Black man in America, I hold no disillusions about the capacity of my fellow Americans to disappoint.  When GW won in 2000, I wasn’t surprised.  When Kerry gave it away in 2004, I wasn’t surprised.  If the Bradley effect kicks in, and the GOP steals yet another election, I won’t be surprised.  I am surpsied, however, that Barack has gotten this far (and is still alive) considering the magnitude of what could realistically be a defining point in American history.

Win or lose, I take solace in the fact, that this moment in time is actually happening.  It has opened up the minds of millions of children of color, whose realm of possibilities include one day being president of the United States of America.  Its one thing to hear it (as a general aspirational statement of possibility), its another thing entirely to witness it, and create a firm basis for belief in that (for Black people) once abstract thought.

We’ve come a long way.  We’ve got a great distance to cover yet, but we’ve come a long way.  And for that, I’m glad.

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October 19, 2008 · 1:25 pm

Self Promotion

In three days, I’ll be moderating a panel entitled “Advertising: The Convergence of TV, Film and Technology.” I’ll be speaking to the members of the Black Entertainment and Sports Lawyers Association (BESLA), in St. Thomas USVI, about how to properly leverage their brands in an increasingly interactive world, with these highly interchangeable (and intertwined) mediums.

I was asked to speak at this conference several months ago.  One of the organization’s conference chairs, Elke Suber, invited me based on a discussion we had had over a year ago, when I advised her that if she ever needed a dynamic person to speak at her annual conference, that I was her man.  When she called me, she referenced that call, and said that she had been waiting for the opportunity to bring me in.

The funny thing about this, is the fact that I have known Elke since 1994, when we were both student members of BESLA, attending our first conference in Aruba.  We were both in the audience, listening to panelists speaking about the impact of the internet on the music industry. At one point, I had asked (what I thought was) a simple question about artists (vs labels) registering domain names, which sparked a lot of controversy among other audience members, and became a flash point for the balance of the session.

Afterwards, I was approached by several of the attendees of the session (as well as a few of the panelists), who wanted my opinion about the subject, and exchanged contact information for further discussion stateside.  I found the whole thing rather amusing, since I was still in law school, and didn’t really consider myself an expert on anything, much less the topic of discussion in that session.  But apparently, the way I couched my opinions and posed my questions, left the distinct impression that I knew what I was talking about.

Anyway, that’s how Elke and I met, and why she offered me this speaking opportunity.

When I reflect on that first BESLA conference, I realize that what made my opinions so impactful, was the fact that I held myself out as an authority.  Even though I was still in law school at the time, I spoke with such confidence and intelligently, that I came off as ‘an expert’ on the topic being discussed.  Considering the relative new-ness of the topic being discussed, and the fact that there were relatively few people assessing the overall impact of the internet on revenue streams at the time, the niche issue I raised had (apparently) never crossed the mind of the panelists (and made me look pretty cool).

I’m going to BESLA with a real sense of purpose.  I’ve prepared a sweet Power Point presentation, assembled a nice crew of panelists, and outlined all the points I want to cover.  I realize that there may be a bunch of audience members who may be looking at this topic from an angle that neither myself, or any of my distinguished panelists, may have considered (and who may come off like the ‘expert’ in the audience).  But that’s cool (and to be expected), because, as much as I’m there to impart information on the attendees, I’m also there to promote me.

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