Wednesday, February 11, 2015

Loctite wins the Superbowl!!!

The general consensus seems to be that Fallon's Loctite Glue won the Superbowl. 
 See Loctite Glue spot.

The spot was funny and creative but as I walked through Home Depot the other day, I saw the Loctite Super Glue display.  $3.48 for a little bottle.  Assuming that Home Depot makes a $1.00 or so in mark up, that means Loctite needs to sell two-million or so bottles just to pay for the media (fuzzy math, not real math).

For a product that you only use occasionally, that seems like a tall order to me.  It is not the low price point but the infrequency of the purchase/need that makes it look like a curious choice for the Superbowl. 

I have read that Loctite spent what amounts to their entire marketing budget on the spot.  Time will tell if it was a wise investment.

Thoughts?

Mark Schnurman
Filament Inc.


Tuesday, February 10, 2015

Has the Superbowl Halftime show jumped the shark?



Arguing the creative value of Katy Perry is a topic for another day.  The question for me is just how far the NFL should try to stretch its demo with the halftime show.  At some point in the stretching process something has to break.  I think we saw the breaking point last night.
 Katy Perry's 'Right Shark' Is Actually a Really Hot Dude

I did not think that the teenage girl was the much coveted demographic that the NFL was so urgently trying to obtain.  As I watched the show last night I thought what is next, Disney Princesses on Ice for a halftime show.  Or maybe Dora the Explorer.  Frankly, the California Girls bit last night reminded me of more of Dora than any other musical act.

As marketers, do we make the same mistake?  In an effort to grab as big a market share as possible, do we lose sight of our core audience.  In the pharma industry it seems even more important to understand our core customer and build from there.  It is difficult enough for us to capture the physicians attention in an ever shortening detail or keep a consumers attention during a DTC spot.  Let’s not make the same mistake as the NFL and invite our customers to tune out because we cast too wide a net.

Thursday, December 11, 2014

David Droga thoughts on work ethic and creativity

I found a nice podcast by David Droga on work ethic and creativity.  It is interesting to hear his point of view on what he needed, and still needs, to do to be successful. 

My favorite quote from the podcast..."I wish creatives cared more about the ramifications of their work not just care about the creativity of it."  Very powerful.

Enjoy... http://drt.fm/david-droga/

Regards,
Mark Schnurman
Filament Inc.

Tuesday, September 23, 2014

Jon Steel, head of planning at WPP, give a great talk on communication, creativing and pitching new biz.








Tuesday, September 9, 2014

The Spark - Inspiring Better Presentations

While this blog is dedicated to winning new business part of the new business process is the presnetation.  Filament has launched a new blog (The Spark) dedicated to inspiring better presentations which looks  both withing advertising and beyond advertising to share lessons and thoughts on what makes for a great, compelling presentation.

Check out The Spark.






Wednesday, August 13, 2014

"Do I have to rehearse?"



“Why do I have to rehearse” is a constant refrain that I hear.  “I know my part” “I don’t have the time” “I don’t want to appear over-rehearsed” “I have a client meeting” “I don’t want to look stale”  These are all reasons I have heard to try to avoid rehearsal.

First, let’s talk about the goal of rehearsal.  Rehearsal is not about learning your part.  You learn your part at home or in your office, not in front of the pitch team.  By the time you get to rehearsal, you should already know your part.  Rehearsal is about  knowing your part so well that you can focus on the subtleties of presenting, connecting with the audience.  Think about actors when they are rehearsing.  They don't stop when they simply learn the lines.  They stop when they have somehow found a way to connect thith the audience.

But there is more to rehearsal than simply connecting with the audience.  Part of rehearsal is about letting the rest of the pitch team now what your are going to say.  Whey everyone is aware of everyone else’s part, they come across s a single pitch unit instead of a bunch of presenters each presenting somewhat disconnected sections of content.  This ability to connect as  team goes a long way toward giving the client the impression that you will be able to work with their team.

I get it…you don’t want to rehearse because you don’t want to rehearse.  It is uncomfortable, awkward and generally unpleasant.  You are self-conscious because you make mistakes.  My point is that we need to get that self-consciousness and those mistakes out in rehearsal otherwise the mistakes will be there in front of the client. 

One final reason EVERYONE on the team needs to rehearse is that once one person doesn’t rehearse, the non-rehearsal bug spreads like cancer and suddenly, no one is rehearsing.  The fact of the matter is that teams that rehearse more tend to win more.  Rehearsal doesn’t cure a bad deck but by the same token, endlessly tweaking the deck at the 11th hour doesn't make it any better either.  At some point, the presentation will benefit from more rehearsing and less tweaking.  A client probably won’t notice the last few hours’ worth of changes to the deck but they will notice if you do a poor job presenting.

So to answer your questions....Yes you do have to rehearse.

Wednesday, June 4, 2014

The following is a great blog post from The Hodges Partnership, a PR firm in Richmond VA.  I thought it offered great insight into life at an agency.

Eight things I’ve learned after one year at a PR agency

May 20, 2014 | by Kelsey Leavey

After turning my internship at Hodges into my first real job, no one has been able to scare me away, yet. During my first year working in an agency I’ve had a variety of experiences – writing pitches, helping to plan the office holiday party, creating social content for clients and keeping the supply of caffeine and sugar at an all-time high. Here are the eight lessons I’ve learned during my first year in PR:
  1. Time management is important. Working at an agency means you’ll have quite a few balls in the air at one time, and it’s your job to ensure that none of them hit the ground. Turning in something late no longer means getting a bad grade, it means an angry client. Always ask for clear deadlines and break your habit of procrastination early.
  2. Don’t be afraid to speak up. Your ideas are valid. At THP we do agency brainstorms twice a month and everyone is expected to contribute. Whether you’ve been in your job for five weeks or for five years, provide thoughtful input. Don’t blurt out all 50 ideas you have but don’t be afraid to share the ones you feel strongly about.
  3. Ask for feedback. Create an environment where people feel comfortable sharing constructive criticism with you. Did you write your first pitch? Ask for honest edits and advice from a coworker. Asking for feedback now will help you to avoid developing bad habits that will be hard to fix later in your career.
  4. Social Media will continue to change. In the past year Facebook redesigned its timeline and newsfeed, Twitter drastically changed the layout of its profiles and LinkedIn launched Sponsored Updates, changing the game for companies using the platform. Stay knowledgeable on these constant changes and be flexible to changing your social strategies.
  5. Writing takes practice. There are major differences in writing the 15 page research papers you wrote in college and PR writing. Pitches and press releases should be short and concise, while also eye catching and interesting. Blog and social content should fit the client’s voice and tone. And if you’re writing for a B2B client, learning how to be a great technical writer will be important. Raise your hand for writing projects when they come up; it’s the only way to gain valuable experience.
  6. Do your research on reporters. If there’s one thing I’ve learned about media relations during this past year, it is to spend valuable time researching who you’re pitching and know what they are interested in. Doing this won’t guarantee a story, but it increases the likelihood that they will acknowledge your pitch or keep your information for when they have a story that is a fit for your client.
  7. Don’t be the last one to arrive and the first one to leave. There’s no such thing as homework in the real world, but there are times where there just isn’t enough time in your work day to get everything done. That means coming in early or staying late. Trust me, your coworkers and bosses will notice if you’re always the last one to arrive in the morning and the first one to leave.
  8. Don’t be discouraged. There will be days where you send out the perfect pitch to a reporter that should jump at the opportunity to cover your client, and you’ll hear crickets. And there will be days where things just can’t seem to go right. Don’t let the bad days discourage you from working hard and doing your best work.
But hands down, the most important thing I’ve learned at Hodges is that the number of days without donuts WILL determine office happiness (read: that number needs to be low). If you’re in your first year in PR, share what you’ve learned in the comments below.

-- Great job by Kelsey at www.hodgespart.com sharing her thoughts on the industry.
-- Mark Schnurman
-- President www.filamentinc.com
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