Celebrating our First Anniversary with Uncommon Honesty

It's been a year since Ed and I started The Promo Code with the idea that we could spread some marketing joy to all the good little boys and girls in the media...or just people who loved talking about media and promotion.

It's all good, y'all.

Christmas is only nine days away.  This is a favorite holiday for a lot of us, to be sure.  Even if you are not a "Chritmas person," it's time to celebrate all your blessings and the people who enrich your life.  It's also the time where countless writers and columnists want you know that they're thankful for their dog, their parents and the fourth grade teacher that pushed them on to greatness.

This year, I celebrate honesty.  Even when it stings a little.

I was talking to an old creative services friend the other day who asked me what former employees would say about me. I gave a truthful answer based on what I knew were the thoughts of over a hundred people I've supervised over the years.   A lot of those people have worked for me at multiple stations.

The answer was simple:  kind, generous, flexible, funny, talented...and incredibly handsome.

The truth is--I've never actually asked.  What boss would actually ask "what's it like to work for me?"
It just never came up from people I was supervising.  Have YOU ever asked?

As their supervisor, it was MY job to tell them what I thought of THEM and how THEY were doing.

Are your intentions being properly being received?

So, on a frosty morning in Portland, I had coffee with an old friend, who used to work for me but who now works at another station.  Since he left my employ, we get together to talk about family, mutual friends, musical theater (that's right) and television.

So, I took the opportunity to ask the question--what was I like to work for?  Some of the answers took me aback.

When I thought I was helping by editing spots, I was actually screwing things up (I am not a good editor). 

He said a lot of great things about me, but I should have asked this question years ago, so I could polish the rough edges and become an even better manager.  I think it's called 360 Evaluations--where your employees get to evaluate you.  This is a double-edged sword, as no matter what you do, some people will walk though fire for you, but some will hate your guts even if you give them a big raise. 

It's easy to put on blinders and say "I'm the boss and I'm smarter than the rest," but this is wrong in so many ways.

So, heading into Christmas, I rejoice for my family (who love and criticize me), friends (who tell me the truth) and a warm house to come home to.  As you go through your journey, don't forget to ask "how am I doing?" from time to time.  It may smart a little, but what you learn will open your eyes and make you stronger.

For that, you should give thanks.

Wondering what this gorgeous woman sees in me

In case you want to know, I'll be eating Christmas tacos  with the beautiful Victoria, my fantastic daughter, Gillian, who is home from college and our good friends, the Franklins, so it should be a great day.  You should come over.

Merry Christmas and happy Promo Code anniversary to Ed Roth, my partner in crime, to you and every one you know. 

--Rich Brase
redrich24@gmail.com

What I've Learned From Ron Burgundy

I'm very important. I have many leather-bound books and my apartment smells of rich mahogany.

Ron Burgundy is everywhere and he's got my attention - big time!  Not the character, but the publicity campaign that borders on genius.  The efforts virtually guarantee a huge opening, as well as word-of-mouth that plants Anchorman 2 firmly in the consciousness of the target market.

In addition to the Dodge commercials, which technically don't count because they're spots, four recent initiatives got my attention.

1.  The trailer was emailed to me, directly from Ron Burgundy.  That the trailer was a great one was secondary.  As soon as I saw the name in my inbox, I smiled.

2.  Ron's appearance on that North Dakota newscast.  Overnight, the broadcast went viral, proving that big events can come from anywhere.

3.  His ESPN interview with Peyton Manning.    

4.  He opened the NFL pregame today with an analysis that was hilarious.  I didn't expect to see him, which only added to the enjoyment factor.

This latest effort has reinforced the importance of originality, especially when developing marketing and promotional campaigns.  True, there are few characters who have plugged into the sensibilities of media types like Ron Burgundy, but that's secondary.

 
By the beard of Zeus, I'm motivated to keep finding organic and entertaining ways to increase viewership, always making sure that it is unique to the brand.  Social media is key, of course, but isn't the only game in town.  Gotta think outside that cardboard receptacle.

So thanks for the push, Ron Burgundy.  We should have a scotchy scotch scotch together soon..

-Ed Roth
edrothshow@gmail.com
 

Where's the Bow for my Christmas Lexus?

Today, I'm thinking about advertising I love and hated in 2013. 

What I loathe in 2013
Social media overtaking our lives
Reality TV being seen as entertainment
Local TV news all looking the same
Santa endorsing every product
Christmas spots for luxury cars with big bows on the roof

What I love
Great graphics
Spots that dare to be different
Spontaneity
Diversity
Advertising Surprises
Clever writing
Promoting the Olympics

Are you already on Christmas spot overload?

"Wow!  How many spots are Target running?" asked my bride today, while watching CBS This Morning.   I saw a spot for them selling artificial Christmas trees.  This is particularly troubling, as I live in the state that produces grows more Christmas trees than anyone else, but I digress.

Clearly, there is value and Target is out to take over the world. I am just happy that Black Friday is almost over and the ten thousand ads for socks, electronics and other things I don't need right now are almost gone.  I even give one local advertiser points for making all their graphics black and gold.

I really do hate Christmas spots.  Do we really need to work Santa into every product?  Since (thanks to global warming) only a percentage of this country will see snow between now and December 25, do we need snow in every spot?

I'm really not Scrooge or the Grinch, but just a typical American who is already overwhelmed by the images (cliches) of the season.  If you're living in LA, San Diego, Miami or Houston, the sight of snow falling on your new Lexus' bow doesn't ring true.

Lexus December to Remember spot

By the way, who buys $80,000 cars for their spouses for Christmas?  I love my wife, but I can only dream of being able to afford a luxury car under the tree.

Looks like socks again this year...but no fake trees.

OMG!  I AM Scrooge.

Merry Christmas, kids.  Have fun driving your new Lexus.  Don't forget to take off the bow before you drive to the grocery store.

--Rich Brase
redrich24@gmail.com

What Keeps You Up at Night?

We could all learn from Homer's Odyssey.

Approximately 75% people don't get enough sleep (source: The Promo Code).  Either they can't fall asleep, can't stay asleep, or don't want to sleep.  For people in our industry, I think the figure approaches 99%.

Which gets me to thinking (at 4am, of course): Why are we awake in the middle of the night, when sensible people are recharging their bodies?

It's not logical.  We know that we need the golden slumber:  7-8 hours would be great, but we make a deal for 5 or 6.  We're more responsive, alert, think clearer.  It's a no-brainer, from a left-brain perspective.

It's not desirable.  Who wants to be up watching infomercials and writing blogs in the middle of the night, while all those individual padded coils (or whatever they are) await?

It's not healthy.  With less sleep, we're more susceptible to sickness and crankiness, which is definitely not good for the health of your relationships.

This is a time you don't want to see.

So, why don't we sleep at night?

Since I work for a TV show called "The List," I've decided to answer the question... in the form of a list.  (And yes, that was a shameless plug for the Scripps-owned access program.)
 
Top Three Things That Keep Us Up at Night 

1.  Free-Floating Stuff.  Could be anything and usually is.  Syria.  Money.  The mortgage.  Football.  How much braces cost.  Gas mileage.  That pain on your right side.  Money (again).  And, oh yeah, work. Which leads to...

2.  Stuff You Did.  Did I edit that spot the right way today?  Did I respond with "Reply All?"  Was that report due yesterday?  Should I have eaten that burrito?  It's not about regrets; it's more about reviewing your day as you prepare for a new one.

3.  Stuff You Didn't Do.  I didn't get around to writing that blog, call for new insurance, set that doctor's appointment, start my diet, follow up with Bill in Accounting.  Here's a better copy run. Doesn't matter how minor, it's still floating around in your brain.  And what better time to review than 3am?  As my friend, Al, likes to say, "Purrrr-fect, Batman!"

To date, my best solution to stay in Dreamland... is to make lists.  (Shameless plug, part deux.)

If I'm up in the night, I write down what I want to accomplish during the day, no matter how trivial.  This way, I know I won't forget in the morning (another cause of staying awake), and I'll get everything done.  If not, I know I'll face an entry that hasn't been crossed off the list.

Quick aside: David Brenner used to tell a joke about how he would think of the funniest things in the middle of the night, but by morning, he'd forget what it is.  So he decided to put a pad of paper and pen next to his bed.  This way, he could write it down.

Next night, he wakes up laughing, and remembers to commit the hilarity to paper.  He falls back asleep, content that he's got the best joke ever.

In the morning, he excitedly leaps out of bed and looks at the paper.  It says,  "Uncle John is chasing me."
 
Moral of the story?  You don't think that well in the night, but if you write stuff down, at least you can get back to sleep.

This actually works and the funny part is, If you don't remember to do it during the day, your brain will remind you... just in time to watch a new way to separate eggs.

Sleep well...
Ed Roth
edrothshow@gmail.com
  

The Entrepreneur's Guide to Combatting Loneliness

I'm an entrepreneur.  I work with some great companies and non-profits to help them market themselves. It can be very exciting.

The entrepreneur assumes the position.

It can also be one of the loneliest things you can be, especially if you once worked in an office, complete with the daily buzz of a diverse work force, donuts in the break room, fun people to have lunch with and bosses to bitch about. 

You used to work in that world, but you decided (or had it decided for you) to leave and stalk out on your own.

You're sales manager, writer, designer and Chief Schmoozing Officer.  When you're taking meetings, producing a product, helping clients succeed and even picking up an occasional check, life is glorious.

But when all you do is send out e-mails, create proposals and prospect for business...it's the worst.

The fact is that being self-employed...like loneliness in general...can be a major health issue, as serious as smoking and obesity.  There are even studies that link loneliness and early death.  Let's face it--we're built to be social animals and not having clients or any social interaction can be devastating.

When you're starting to feel down, are in a losing streak or not generating a lot of income, here are five ways you might consider to kick-start yourself:

Want to meet for a drink before the temperance meeting?

1.  Call someone different every day.
We're living in the world of e-mails and texts, but talking to a neighbor or friend you haven't talked to in a while can relieve stress.   Make it a scheduled event for the end of the day, when things are winding down.  But, talk about anything except work.  You might even get a new idea or get help solving a problem without even talking about it.  Also, it will make you feel good.

2.   Work out.
I'm not the first one to tell you this and I could lose a few pounds myself, but if you've got a few hours and nothing going on, get off your butt and go for an hour-long walk with your iPod or go to the gym. 
If you can go with a friend, even better.  I'll bet you're not getting enough exercise, anyhow.

3.  Volunteer.
Take an evening a week...or even a month...to make a difference in someone else's life.  I love movies so I volunteer once a month a local non-profit movie theatre.  I get a rush out of popping corn and working the box office, plus I meet a lot of people I wouldn't normally meet.  No strain, no stress, but a Win-Win.

4.  Go out to lunch.
If you can go out with a friend, so much the better, but do NOT eat lunch at your desk when you're depressed.  You could take your sandwich and iced tea out to the deck, but better yet, go out to a park, your local Subway or anywhere there are people.  You'll be amazed how refreshed this one hour away from your desk can clear your head.

With friends like these...

5.  Join a club.
It's so easy to become isolated, working from your desk in the basement (your company's World Headquarters).  Join a running group, take a painting class or get involved in something other than business. 

Basically, get out there!!!  Do something different to change your routine.  I'm a big believer in Karma and that being busy makes you even busier.  Gaining a new friend gets you even more friends.

Working gets you more work.

Sitting alone in your company's World Headquarters get you...lonely and fat.

Now, let's have lunch.

--Rich Brase
rich@richideas.net

Be the Coolest Person in the Room

If you were a tree, this would be you.

The world changes from moment to moment.  Governments teeter on the brink of bankruptcy.  Industries lurch from quarter to quarter.  Companies are bought and sold daily.

With all this anxiety in the air, as well as day-to-day demands, here's a solution to help you keep your focus.  In two words:
 
Stay cool.

History is filled with advice urging zen.  Rudyard Kipling's Keep your head while all others are losing theirs.  Great Britain's Keep calm and carry on.  Frank Costanza's Serenity now!  And, of course, Frankie Goes to Hollywood's Relax, don't do it.

Here's the annoying part: It works.

When you're operating from a minefield of emotion, that's when mistakes are made.  You react.  You're impulsive.  You act out in a way that feels good at the moment, but that moment is fleeting.  This rarely ends well.

This is often a challenge in an industry as passionate as ours.  We're encouraged to think creatively (not just creatives, btw), interact with people with very different perspectives  and, oh yeah, reach consensus quickly.  Definitely a combustible combination.

Which makes it that much more important for you to always retain your composure.  Passion should never be mistaken for craziness, and vice versa.  You don't have to look any further than our political leaders to see that grandstanding and hostage-taking is not leading;  Looking for reasonable answers is.
 

Whether you're running the show, or freelancing for the day, stay focused on the ideas at hand and don't fall into traps.  It's easy to be diverted by personal issues (yours and others'), difficult situations, or looming crises.

Be the calm one in the room.  People respond positively to your confidence, and, in turn, eschew superfluous issues.

Stay cool.  It really, really, really works.  No, really.

It's all good...
-Ed Roth
edrothshow@gmail.com  

Brits are more American than Americans

Hugh Laurie sounds more American than I do

When I was a kid back in New York, a British kid named Steven Volz joined our 6th grade class.  He was the first kid I every met who didn't sound like a gangster.  My own parents had such chain-smoking, thick NY accents, they sounded like they were out of Central Casting.

A few decades ago, the only English people on television were butlers or nannies.  Now, they're neighbors, bosses and boyfriends.


In short, the British (and Aussies) are taking over American television and The Promo Code wants to know why.

Have you ever thought why there are so many Brits playing Brits and Brits playing Americans?

I've got a lot of English blood flowing through my veins.  My grandparents left London in the 1920's and emigrated to New York and never looked back.  Their cockles would be warmed if they could be around to see so many of their countrymen...playing Americans.

Like many of you, I'm a big television fan.  I watch way too much of it.  I'm engrossed in the new fall season and I really like a few shows, like The Crazy Ones and Mom on CBS, but really like Super Fun Night on ABC.  That got me thinking about today's topic.

Aussie Rebel Wilson can live in my neighborhood anytime

Super Fun Night stars the great Rebel Wilson (Australian playing an American), her English co-workers Matt Lucas (who played her brother in Bridesmaids) and Richard Royce.

It seems like at least 50% of all American television shows either have a British or Australian character or an actor "playing American."

I live in Portland, Oregon and have lived all around the country, but must say that in my personal and professional life, if I meet one person a year from GB, Australia or New Zealand, it's a lot.

But if you watch any American show on network or cable, you'll be led to believe that they're all around us, like popcorn.

I love Brits, Kiwis and Aussies.  Whenever I've met and gotten to know them, a lot of alcohol was consumed and I ended up up doing things I would later regret.

How many shows can this man host?  Seriously.

Need some examples?  British or Austalian characters appear in The Mindy Project, Sleepy Hollow, Once Upon a Time, The Neighbors, Super Nanny, The Following, ALL 500 Gordon Ramsay shows, The X Factor, So You Think You Can Dance, 60 Minutes, Young and the Restless, Elementary, The Talk, Smash, Hannibal, The Borgias and The Office.

For Brits or Aussies playing American, how about House (two characters), Grey's Anatomy, Body of Proof, Hawaii Five-O, The Americans, The Good Wife, The Mentalist, Unforgettable, Chicago Fire, Do No Harm and the upcoming Dracula.  Those are only from the shows I actually watch!

Many Brits were in an uproar when Renee Zellweger played Bridget Jones.  How about when Hugh Jackman played Wolverine?  Did we get upset?  Nooooo!

A few years ago, I played an English character in The Norman Chronicles and I'm pretty sure my attempt at an English accent caused the death of Laurence Olivier.  Mine was still better than Dick Van Dyke in Mary Poppins.  Worst...English...accent...ever!

We love you, Dick, but stop talking!

Accents are tough.  Gwyneth Paltrow was great in Shakespeare in Love and Natalie Portman and Scarlett Johansson hit it out of the park in The Other Boleyn Girl but Brits and Aussies seem to know how to sound like us better.

So, I need to know--why do so many British actors (beautifully) act like they're from Cleveland?  Is there a lack of work in Great Britain or Australia... or is the American accent merely so cute and adorably easy to duplicate that they're laughing all the way to the bank?


It's almost as if they want their country back.

They can sound like us, but they're smart enough to not want to become members of our Congress.

Smart.  Very smart.

--Rich Brase
rich@richideas.net
(503) 201-6158

Your Favorite Thing You Ever Created

Matt and Mud pretend to announce.

It may not be your best work of all time, but it's definitely your favorite.

Maybe it was the way the shoot came together.  Or the creative development.  Or even the special camaraderie you had with everyone.

It could even have been the final product.

In any event, it's the first thing that pops to mind whenever your asked the question.

For me, it was this 5-minute segment introducing Matt Vasgersian as the new San Diego Padres announcer.

It started out as a promo shoot, with the hope of getting half a dozen decent spots.  Both Matt and his color man, Mark "Mud" Grant, were up for anything.  They agreed to showcase their humor as a way of creating a value-added proposition to the viewers' experience of watching games on Channel Four Padres. 

That was the official rationale.  The truth was, we all felt as though we, the inmates, had taken over the asylum.

Hey, where's the Palestinian chicken?

OK, back to the shoot.  We had a "Curb Your Enthusiasm" approach.  Here's the setup, you need to start at point A, include something about X, and end at point B.  And yes, we used that chestnut, "We can fix anything in post."

The day went better than expected; we stopped and shot at places we planned, as well as locations and stuff we just made up along the way.  Matt and Mud were hilarious and fearless. 

By day's end, we realized we had way more than a few good spots.  That proved to be true, and we put together a 5-minute segment, then submitted it, just for kicks.

Management had other ideas, and used it in their Opening Day show to introduce Matt to the San Diego audience. I understand it went over well, but that was secondary.  To this day, it's top of my list.

Everything's better with baseball.

I know you have your favorite.  And now, The Promo Code welcomes your story (complete with video or audio, of course).

Go ahead and post here.  Who knows?  Your best memory may hold a special place in someone else's heart as well.

Even Larry David might think it's pret-ty, pret-ty, pret-ty good.

-Ed Roth
edrothshow@gmail.com

Jingle? Jingle? We don't need no stinkin' jingle!

Does music affect your mood?  Does it affect what you buy and when you buy it?
 
I sure hope so, since billions of dollars, Euros, Pounds and Yen are spent each year trying to use music to get us to buy products.  But the face of music in media is changing.  I know what you're thinking--this guy is a geeeenius.  I mean it.

I've been guilty of creating and being part of some pretty bad (and good) jingles over the years, but those days are thankfully in my rear-view mirror, and I will not share any of the bad ones unless I'm on my fifth martini.  Then, all bets are off.

Gray's led the fad of using indy songs as music tracks in shows

It's not so much that you hear more rap than Pat Boone on a track, but fewer jingles are being produced and more indy music, complete with lyrics, is being used as tracks.  This is a movement that I became painfully aware of when Gray's Anatomy premiered nine years ago.  Indy music with lyrics being played under the dialogue, not necessarily as an intro.  I thought it was interesting then.  Now, I find it annoying.

More indy banmds, less pop stuff.  Where ten years ago, jingles were king, you have to search high and low for a traditional jingle where the name of the products is sung with a catch phrase.

Here are two of my favorites from 1971 (the iconic Coke jingle) and 1978 (Dr. Pepper). 

Good luck kicking this jingle out of your head.

Coca-Cola (I'd Like to Teach the World to Sing)
Be a Pepper

Now, we have the anti-jingle.  Old Spice is going out of the way to makes fun of those 70s and 80s jingles.  I do LOVE it because it takes the viewer by surprise and because they're the only ones doing it, we know the name of the product.  These spots run mostly in sports, so check it out:

Old Spice (Shower)


Now, thanks to my 18 year-old I know the names of a lot of indy bands as they appear in spots.

No matter where you turn, there's indy music (completer with vocals) marketing every spot.

Here are a few of The Promo Code's recommendations for the next spot you produce:

1.  Musically tap into what makes your product distinctive.  Take a look at two spots running in my home state of Oregon for a local health plan.  I'm not sure if I want to be part of it, but it makes me happy every time I hear and see it and I take notice.  You don't have to be into cycling or recycling to catch the spirit.
 
Cover Oregon (Matt Sheehy)
Cover Oregon (Laura Gibson)

2.  Stop putting your announce over lyrics. It's not that I'm old fashioned, but I don't think that the human ear can comprehend song lyrics with dialogue and an announce track at the same time.  Choose one.
Here's a spot for insurance that I like in concept, but the choice of an 80s chestnut is questionable, because the opening bars take me nowhere and the vocals in the back half of the spot are just distracting.  What do you think?

Liberty Mutual 
 

3.  Use music that takes me somewhere.  The only thing worse that generic copy that could be written for numerous clients, is music that settles behind the announce and does not make an emotional connection.  Here's a genius spot from Apple that combines killer copy, Richard Dreyfuss's great read and music that hits the bullseye:

Apple (Genius)

Is it really the most popular camera in the world?  I'm convinced.

4.  Put your music up front, loud and proud.  Make it part of your big idea from the start.  Make it thoughtful, clever and not an afterthought.  How about no announce at all?  Yes, please.

Apple iPhone 5

That's what I love...music that moves me, combined with visuals that mesmerize.  A jingle?  Perhaps.  But done with 2013 sensibility.  There's so much clutter out there on 200 networks.  Great music always cuts through.  Always.

Don't bury vocals behind your copy and don't use pop songs that don't speak specifically to your brand or its benefits. 

Just because you like a certain piece of music on your iPod right now, doesn't mean it will sell your product.  And that's what we're all about, isn't it?

If you want to listen music, do it on your next half-marathon.  Until then, make music a focal point of  your brand and let's move some product, OK?

What kind of music moves you on television these days?  I want to know who's doing the great work so we can put you in The Promo Code Hall of Fame. 

--Rich Brase
rich@richideas.net

You Could Read This Post... Or You Could Just Turn the Page

This tugs at your heartstrings, so please support us.

Anybody can make a PSA that tugs at the heartstrings, makes viewers laugh, or even gets them angry.  But it takes more to create a campaign that showcases your ability to win hearts and minds.

Cases in point:  Being against drinking and driving, texting and driving, smoking while pregnant, smoking while doing anything, bullying... Decrying these behaviors aren't exactly taking a unpopular stand, just because it's the right thing to do. 
 

Please be against whatever's making him so sad.

Can you say low-hanging fruit?  No?  Then how about fruit that's already on the ground?  Yep, that's more like it.

If you really want a challenge, advocate for something that isn't popular, not in the public's consciousness, or just uncomfortable.

Then make people care. 

For a great example, please see this PSA for clean water.

Not a sexy topic, but delivered so effectively, it stays with you for days.  Imagine pitching this as your network's latest mission. 

Now, trying following that up.  Mission accomplished. 

It's hard to imagine, but being against pollution wasn't always in the mainstream.  In fact, 40 years ago, it was considered being part of the lunatic fringe, right up there with being against the Vietnam War.  Then this spot came along.

In his most recent post, my Promo Code partner, Rich Brase, did a brilliant job of outlining the difficulty of promoting Al Jazeera America. 

Creating a compelling PSA for an unpopular cause is equally difficult.

Next time your department is looking to take a stand, consider something unpopular, like the dangers of Veganism, the benefits of alcohol ...or even tougher, Mayor Bloomberg's jumbo soda ban.

Or you could just be against mean people who smoke and litter.  

-Ed Roth
edrothshow@gmail.com

A Major Challenge for Al Jazeera America

Al Jazeera America signed on, replacing the well-intentioned but low-rated Current TV on August 20, 2013.  The channel is headquartered and run from studios in Manhattan, but has twelve bureaus around the U.S.

But talk about your tough sell.

 

With ten years and counting of continuing Middle Eastern conflicts,  I can imagine fewer electronic entities with more marketing hurdles to clear than an American version of a news network based in Qatar.

Yes, I know that the entire AJAM (as it's called) staff is American or at least, based in America, but I wonder whether or not blue or red-staters will wrap their arms around this competitor to flag-waving Fox News, left-of-center MSNBC or well-established CNN...to say nothing about ABC, CBS or NBC news.

During the past ten years, we've all hears a lot of praise for Al Jazeera as truly (excuse me) fair and balanced, despite its unavailability to most English-speakers.  So (as a DISH customer), I've now had a chance to spend the past week sampling and digesting hours of AJAM programming and was surprised at its temperature--decidedly lukewarm and unimpressive (so far).

Programmed as a news wheel with hour-long news segments broken up by domestic and international magazine shows, often repeated and fronted by British or Middle Eastern journalists, all unknown to me.
It may be based in New York, but a good way to lose viewers in Toledo or Birmingham is to have shows like Real Money with Ali Velshi or The Stream with Wajahat Ali.  I have high hopes for these shows, but I wonder if these are talent that some paranoid Americans will grow to trust.
I did watch a half-hour talking head show about the crime rate in Baltimore and am just getting back the feeling in my feet.

The set is large, but antiseptic and AJAM has the feel of a medium market US station putting on a newscast for the first time.  There seems to be no political agenda, but the storytelling will have to get a lot crisper to pull people away from any American news network.  Fair and balanced or not, it all comes down to great storytelling.

Like a newly-established sports league, they've landed a handful of second-tier network folks, such as Antonio Mora, John Seigenthaler, Joie Chen, Mike Viquiera, Sheila MacVicar and (a personal favorite) Soledad O'Brien, but most of the on-air staffers are from local stations.

I saw Seattle's own Rebecca Stevenson doing weather and she does a good job (except when she pronounced it Ne-VAH-dah.  Shame on you), but the weather set was decidedly thrown together quickly.
And sports?  Do they really need it?  With ESPN and the new FoxSports1, what I really want is Al Jazeera's analysis of the Patriots/Bears game.

But the one way AJAM is hitting it out of the park is in their on-air marketing.  Knowing it's a tough sell to Americans, look at the direction their creative is taking--focusing on the differences between Americans, how events affected them and how AL Jazeera is changing the way people look at news.  The spots are rotating all over DISH, and I imagine you might see them on Comcast or DirecTV.

I think they're stunning, and the certainly got me to watch and write this column.  Check them out.

There's More to It 1

There's More to It 2

There's More to It 3 (Composite)

If you're interested, here's a great NPR interview from this afternoon by Robert Siegel and Audie Cornish:  Al Jazeera America Will Have to Work Hard to Win Viewers

So, The Promo Code salutes our fellow marketers who are boldly going where a lot of us would fear to go...selling a perceived Middle Eastern news network to Americans still smarting after eleven years of war.
Their marketing has them off to a great start, and I hope their product rises to the promises made to cover the whole story with no bias.

Your competitors are tough, but welcome to the game, AJAM.  Your voice is welcome.  Your marketing is awesome.

--Rich Brase
redrich24@gmail.com

Blurred Lines: The CBS/Time-Warner Fiasco

"Here's the inside scoop on retransmission fees."

All summer long, everybody's been talking about it.  You can't turn your eyes away as the controversy rages:  Is it demeaning to viewers or just reflective of the industry's direction?

Forget Robin Thicke's music video.  I'm talking about CBS vs. Time-Warner.

Having worked for both cable and broadcasters (as have most have you), I don't see this ending well.  Even if it gets resolved on NFL Eve.

If only it were this simple...

I can see both sides in this showdown.  As retransmission rates increase dramatically and subscribers continue to cut the cord (over 300,00 in the past year), TW is drawing a line for itself and other cable systems (as well as satellite).  However, their argument that broadcast stations are available for free is a fallacious one, as this is outside the contract they have with subscribers.

Meanwhile, broadcasters are more connected to their communities, with public service responsibilities and involvement unlike any other local business.  Although advertising is up in the past few years, so are production costs.  And once retrans fees became federally-mandated in 1992 (with new agreements every 3 years!) and became a viable stream of profit, there was no turning back.

What I can't see... is the real end game of both sides.

Is TW really in this to protect subscribers' rates?  Give me a break.  Just like any corporation bordering on a monopoly, their responsibility is to their shareholders.  Period.

Is CBS really in this to ensure viewers get the shows they want?  Hardly.  Otherwise, why would they block access to their website?

So... what does TW really want?  They're not showing their cards, but are certainly in no rush to resolve this mess, no matter how many cancellations their systems absorb.  I suspect there are internal discussions about eliminating broadcast altogether. If broadcast really is too expensive and the halcyon days of cable are long-gone, why not just dump it altogether?

Or is this?

Is this the future of television?

Although they appear similar, broadcasters and cable operators view the world differently.  This time, I'll wager it's going to lead to a fundamental change in the business.  One in which newer delivery systems will be key and both sides will be more profitable.  Movies and series from Netflix, network shows from OTA and Aereo, cable nets from cable, that sort of thing. 

As always, the bottom line is the bottom line.  And there's nothing blurred about that.

-Ed Roth
edrothshow@gmail.com

Marketing with Social vs. Legacy Media: What Wins?

Recently, my wife's co-worker was discussing media buying with another buyer, who asked if he buys "legacy media."  I've been buying for years and never heard that term, have you?   I had never heard television, radio, print and outdoor called that, but I kind of like it.  Legacy.  Classy.

I get it.  It really helps separate more traditional media as it's been known with social media, internet and other electronic or guerilla marketing.

The fact is, of course, that as buyers, we need to be tuned in to both legacy and whatever non-legacy media is called.

But, as Hamlet said, "Therein lies the rub."  To buy traditional or focus on free social media?

As consumers, we may not watch as much television as in the past, and there are twice as many choices as there were even ten years ago, but it's still the fastest way to reach a ton of people in thirty seconds.  Mostly, these spots contain enable you to make a maximum emotional impact that nothing on the web can hope to attain.

I know you've seen Target's great Back to School campaign with Another One Bites the Dust, Under Pressure and Rocky being played by penny whistle and kazoo,  Genius.  Social media can't give you that...unless it's a link to YouTube.  If you're a fan of the company, it can make you feel like part of their mission and reinforce the brand.

Target Back to School (Under Pressure)
Target Back to School (Rocky Kids)

But balance should you strike between social media and legacy media?    The answer is you have to do both.

Social Media
Does it help increase sales?  Not usually.

I agree with a lot of marketers that putting a lot of effort into Facebook and Twitter to make direct sales is a huge waste of time.  There is a reason they call it social media.  Think of it as a way to begin and establish a relationship with customers.  Due to the fact that it's free, social media looms as an inexpensive way to market your brand as a replacement for traditional media.  Don't fall into that trap.

The trick is to get those clients getting interested with your posts to make the move to your site to seal the deal.  Facebook will not seal any deal.  As a matter of fact, your hard sell will likely drive people away, never to return.  Use social media as an opportunity to interact with your customers, not to squeeze them.

Legacy Media
I know you're bound by a budget (we all are), but if you want to make that direct sale using mass media, I'm still big fan of television and radio to reach a large quantity of people with your branding.  With my main client located in a suburb, I am a big fan of using heavily targeted cable to "laser in" on specific counties, when broadcast television or cable would be a huge waste.  Round up those zip codes and let 'er rip.

Finally, don't forget direct mail.  This is an inexpensive way to target and coupon your audience, and a great way to measure results.

For more info and some great insight, check out this recent blog from Social Steve: Why are We Doing Social Marketing Anyway?

There are as many great (and poor) marketing approaches as there are clients.   It will always come down to a few ingredients for success:

1.  Know your audience
2.  Know what each differing medium will get you
3.  Create a consistent message delivered differently for the appropriate medium.
4.  Use a variety of media to reach your target audience as possible.
5.  Don't bore me!!!

Here's to common sense.  One size does not fit all.  What are some other marketing tips to follow that are outside the box?

--Rich Brase
redrich24@gmail.com

3 Reasons Creative Partnerships Rarely Last

You can't buy mutual admiration like this.

It starts with absolute certainty - in fact, it would be crazy not to be partners in a creative venture.  You're outstanding writers, top-notch artists, or unparalleled performers.  You get along so well that the synergy alone would be worth the price of admission.

So you go ahead and take the plunge.  Sometimes, it's official; other times, it's a loose collaboration.  But make no mistake, (cue the trumpets) a partnership is born.

But somewhere down the line - a few weeks, several months, a couple of years - you can't stand of the sight of your partner.  You even ignore calls just to avoid the inevitable argument.  Or worse yet, you keep it all inside, until one day...KABOOM!

You agree to break up as doubts and anger fill your being.  How could I have been so blind?  If only my partner would have (fill in the blank)...

And my favorite (c'mon, say it with me)... What was I thinking?

Simon & Garfunkel:  It was Paul, but was it Art?

Mired in doubt, you wonder how other creatives pull it off; your partnerships never seem to bear long-term fruit, despite early success.  The answer is (cue drum roll, then cymbal crash)...

Creative partnerships don't work, or at the very least, don't work for long.

Sorry to burst your bubble, but you're better off going to Vegas and putting it all on black.  Better yet, put it on 12. 

I hear your muffled chagrin, or perhaps even gasping (nah, you're probably not gasping) as you recite famous partnerships that lasted longer than a JLo marriage.

Yes, I'm aware that some exist, but it's not a statistically significant number.

Instead, think of your creative partnerships.  All those show treatments, movie scripts, books, advertising agencies, design studios, recording studios, post houses, and songs,  They all followed The March Syndrome.  In like a lion, out like a lamb.  A lamb that couldn't stand the sight of wool anymore.

What happened? 

Here is why you and virtually every other partnership had little or no shot:

1. You don't complement each other.  Two people who do the same thing know in their heart of hearts that their approach is the smart way to go.  But you can't have two headlines.  Better to find someone whose skill complements yours.  You gotta fill each other's gaps, to paraphrase Rocky Balboa.

2. You're convinced you do way more work than your partner.  Back and shoulders hurt from carrying that freeloader?  It's easy to feel resentment, but it would be preferable to understand shifting work flow.  Hey, sometimes your partner isn't pulling their weight, at least as not as much as you'd like.  And sometimes, it's vice versa (hmmmm....)

3. You're both creatives. As such, you're more right brain than left.  You jump in.  When the creative juices are flowing, you just assume everything else will fall in line. Unfortunately, it just ain't so.  And when the train stops, it's smart to admit the trip has just run its course.

Like these two on the right, sometimes creative juggernauts can only be stopped by their own hand; well, that and bad ratings.

Of course, the major exception to the rules here would be The Promo Code.  After all, this is way more than a partnership - it's a mutual adventure in tombloggery.  One with blue skies and green pastures as far as the eye can see.

That's my story, and I'm definitely sticking to it.

-Ed Roth
edrothshow@gmail.com

Is Your Mentor a Stinker?

I really screwed up when I first got into the business--I believed that I would be judged on the quality of my work and not who I knew.  Stupid!

I kept to myself, worked overtime and let my work speak for itself.  I never made any attempt to get close to my managers.  That would be considered "kissing up," right? In short, I never allowed myself to be mentored.  I won awards and helped my stations thrive, but the fact is that I certainly could have used a mentor.  My father died when I was in college, so I never really had that strong male influence, especially when it came to business.

We can all use a little help, not only in our careers, but in our lives and it's funny that people, especially business superiors, want to help.  Most bosses I've had and met actually love mentoring younger, less experienced employees.

This sort of friendship, advice and guidance is invaluable and will certainly help you achieve successes you could not achieve just on the value of your work.

"It's not what you know, but who you know."  Isn't that the phrase we all know?  Well, the truth lies in both parts of the sentence.  If you are an untalented idiot, you might bluff your way into some jobs, but ultimately will hit your ceiling.

But if you're qualified and have integrity, gravitating toward like-minded executives, whether or not you work for them, it certainly couldn't hurt.   Being liked and believed-in by a great manager can make your career.

What happens, though, if the person who has taken an interest in you as a protege, has ethics that are (how do we say it?) questionable?

Who's your mentor now?

I once worked for a general manager who was a real hard charger, a great negotiator and a well-known broadcaster.  But this GM was also known as unethical, had a habit of bending the truth and had a brusque "take no prisoners" philosophy. If you mildly disagreed with him even once, you were out of sight and out of mind.

When a great producer of mine asked nicely that he not make fun of where she went to college, he punished her by never talking to her again and tried to get her to quit (which she did, to my unhappiness).   Sound stupid?  Get the picture?  Every bit of success at the station rotated around him.

Unfortunately, this guy really liked me,  gave me guidance and pushed me to do things I never thought I could.  He also paid me a lot of money.

What do you do when your mentor is a stinker?

Slowly, I took on his traits and was becoming everything I hate in a manager--unreasonable, inflexible and hard to deal with.   Prior to meeting this boss, I had worked mostly for ex-sales people who had no understanding or tolerance for creatives.  You know the kind--every pitch on every idea is met with the kind of look when a dog cocks its head when it hears something it doesn't understand.  "You want to do whaaat?"

Don't get me wrong, I've had a great career and worked with and for some great broadcasters, but
your mentor should be one who is in lock step with your career--one who will not only inspire you but move you up as he or she moves up.

Unfortunately, I took these hard-charging characteristics with me to a few stations where it was not part of their culture, and I had to adapt.  


Here's a great article on 10 Tips for getting the most from your mentor.

I've had the pleasure to mentor dozens of younger people throughout my career.  I only hope they picked up better traits than I did, and became great managers themselves.

So, make sure you hitch a wagon to a superstar who will let your true light shine.  Hopefully, your mentor won't be someone who is reviled and causes you to develop a management style you end up regretting.  Just use your best judgment to keep their best traits and discard the worst.  Be yourself...only better.

You can't do it alone, but hopefully you'll have fun learning and growing under the tutelage of someone who will help you blossom and bloom and help you become the success you were meant to be.

If your mentor turns out to be a stinker, move on to another.  There are plenty of good mentors in the sea.

--Rich Brase
rich@richideas.net