Well, I am a father once again. This time around it is a little boy. I am seeing the usual suspects of minimal sleep, a wife nesting and getting those house renovation products that never got done, done.

My wife and I went to Target shopping, or more on topic, returning one type of diapers for another brand. We changed from the brand we bought just before the baby was born in preparation for the birth to the ones that we got in the hospital. Once back at home, my wife opened the box of newly bought diapers only to be disappointed. She quickly hops on the net and comes to find out that the diapers we got at the hospital were a special version that the brand sells to hospitals and are only available to the public via two websites. She then visits the website and makes the purchase. All is well.

What is it that made the end sale and desire for the exact product so great? A tiny strip on the front of the diaper that turns green when the baby has wet the diaper. This being my second child, I am used to the heavier or full appearance, smell or look and see methods of checking. My wife was adamant that it was a necessity instead of a luxury. This is "The Power of Easy" at its best.

Not a secret, but if it is easy, it is valuable. When we at 29e design sites or print materials for our clients, we not only look to make it appealing and clever. We also look it over critically to make sure that it is easy for the user/customer to take action steps or respond. If it is quick and easy, it seems to just work better.

Two great quotes... 

"Everything that is really great and inspiring is created by the individual who can labor in freedom."

and...

"Great spirits have always encountered violent opposition from mediocre minds."

I had a unique discussion with a young lady and another gentlemen about music, or more succinctly, a specific Red Dirt artist. What struck me was the Fan aspect the young lady displayed for the artist. Most know that “fan” is for fanatic. Prince (or aka The Artist Formerly Known As) never liked calling people that followed his music “Fans”, as he thought that “Fanatic” had a negative connotation to it. He calls them “Friends.” Interesting worldview I think.

In this situation, the young lady was a true fan, though to a toxic point. I was a second hand participant of the conversation and was amazed at the extent of her breadth of knowledge of the artist as she was extolling his virtuous accomplishments and could put aside the fact that the guy had treated her like a verbally abusive spouse in a number of meetings that they had. She took pride in being able to forgive him due to the value she placed on his art, or final product. I personally am not supportive of a relationship of this sorts, so was taken a back a bit. But it shows the power of the fan effect.

It does remind me a lot of what most businesses either strive or should be striving for. True, die hard, with you through thick and thin “Fans.” Apple has “Fans.” I am a fan of their products. I believe it to be a superior tool for my daily work life. I am not a fan to the point of following every move, conference to a radical point. There are many, many people that do and this is the core of Apple’s strength. Apple works for, and delivers final products to their fans. Fans win more fans and so on. WOM (word of mouth) carries on the campaign and the bottom line gets better, doing business like a successful super music group, not dependent upon popular trends but their longtime fans that will continue to keep them alive. (Pearl Jam ring a bell??) This is probably why iTunes was just a natural progression for them.

What is your company doing to build a fan base? How are you developing your own culture or cult following? Find the answers to this, and success will find you every time.

I believe it is time to call attention to core political issues to the front. With Oil charging full steam ahead at new records every day on the climb to the $200 a barrel projected summit, who really is to blame? Why is this so surprising? I understand that it is now all the talk of the news media with all the buzz words and catch phrases, but this is not a situation that didn’t have warnings shouted loudly by credible sources, yet ignored by our elected officials. Books such as “The Oil Factor” in 2005 found oil to be a potential $100 per barrel (at that time $35 a barrel was highly profitable) and “Twilight In The Desert” in 2006 discussed the fact or fiction look at our highly dependant (unhealthy) relationship with middle eastern oil. Being over 65% dependant upon foreign oil resources seems a dicey way to live, not to mention allowing a nation to hang in the balance. Why do our lawmakers refuse to allow more exploration within our own borders? We can greatly reduce our dependency and create jobs thus more tax revenue in the coffers. ANWAR, the Rockies, even our coasts could provide this opportunity. Demand is projected to grow by 45% worldwide, meaning nothing but higher prices ahead.

The reality we are in is that there are no quick fix options available. Our “Oil Addiction” reaches farther than at the pump. It is the roads we drive, computers to contact lenses and well over 3000 products we use in our daily lives that we need to consider. Conservation will help, but we must live with the reality of the American way of life that we have been afforded. Like it or lump it, how we best play this hand that has been dealt to us and moving forward is what really matters most. A comprehensive energy policy should be far more than just an off handed mention in a campaign speech. It is paramount in the future of a nation.

I get home today, check the mail and I find a letter that says its from the US Treasury giving me an update on those handy dandy stimulus checks due us taxpayers. I get in, open up to see where that check is and low and behold its a local Nissan dealer sending me a "Guaranteed Loan" and telling me that they are the place to spend that stimulus check. From this direct mail piece, I have decided that the very moment I get this check, I am going to cash that puppy and use the $600 to $1200 to go further in debt on an automobile that I really don't need, as I am paying off an automobile currently that fulfills my needs fully.

I then take a deep breath and think... "What idiot of a marketer thought this is the best way to spend a client's precious capital on getting new consumers in the lot." This violates the new trend of authenticity in marketing that really wins consumers and keeps them for the long term.

I wonder if the genius (internal employee or marketing firm) that actually let this through really ever had parents that cared enough to teach them that lying is not acceptable behavior. Deceptive marketing really doesn't lead to a ROI in the end, does it? The client should really have come to the realization honestly that the burn is on their brand and that the consumer will end up thinking of them as more shady than honest people that are trying to make a better life for their customers. Maybe the real fool of this folly is the client that let their brand be placed in a pathetic attempt by a marketer (whether internal or from a firm) to win dollars from an already stretched consumer base.

For that marketer, I would have them write on a chalkboard 500 times... "I will not lie to consumers. I will not lie to consumers. I will not..."

I have noticed here locally in Tulsa, OK that in the course of a year and a half that our car sales industry has changed their schema of advertising. They are trying to "Humanize" the industry. They have quit the screaming and yelling, the last weekend - going out of business, tax sale and whatever knee jerk reactionary templates that have been prevalent for years. The only issue I have with the new move is that most are not being honest, or real in the advertising, some are just being creepy and a couple have been spot on.

One of the "Trend Leaders" has used the owner's daughter with a campaign of "Dad Will Do It." This ploy would be great if it were one of the owner's children being very young and cute, touting how great dad is and how hard he works. This local concept was lifted from optometrist Robert Zoellner (Dr. Z) who had a series of radio and tv ads that accomplished this very well. The auto campaign places a college aged daughter into the adverts telling us how great her dad is. It doesn't matter if he is the greatest dad ever, the campaign fails as it is insincere in watching how the daughter has modified her on screen persona from college kid, business woman to cowgirl. There is no consistency and thus no real story that can be bought into. It gives a catchy hook that people remember, but I doubt it has really translated into actual high volume of sales. This particular advert has even been spoofed by a local auto repair shop placing an overweight mechanic in a wig repeating the phrase "Dave Will Do It!" I enjoyed the spoof. Proof that the market didn't buy the original concept.

One local dealership does a series of ads that use the granddaughter of the owner as the spokesperson. You never know, however, that she is even related. She dresses consistently in nice business like attire and delivers the message concisely and on cue. I believe to be best ads run currently.

Another one uses great cinematography and lighting with heartwarming soundtrack to tug at the heart strings showing that everyone at the dealership is just like you. Just regular folk that give exceptional service from exceptional people. Well done advert, but just comes across as too highly polished for today's market.

I have even noticed that even the smaller, noisy, kitschy dealership with the humorous adverts have changed course and are being serious as well. I think this is a welcomed trend from the consumer's vantage point. I believe that regardless of the market, being sincere and transparent will pay in sales most every time.

In keeping with the political train of thought. I have been somewhat watching the efforts behind the Clinton campaign. Now I want to make it clear that I am not looking at it from a partisan, political view, but just as a marketing/branding vantage point.

Diluting a Brand is a negative that can kill companies (or campaigns). The Clinton campaign has been on a runaway train wreck from a marketing stand point. I say this in only the views of the actions taken by the campaign, not just the spin. I find it poor taste that they would place Hillary in a pub doing shots and drinking beer with a media circus in tote. It is just yet another (most recent) example of an insincere attempt to connect with average American, blue collar people. The humorous part is that in looking back at the moment, it was just a positioning tactic to back up the "Elitist" comments she shot at Obama. I think it would have been far more believable and much more news worthy if she would have done it without the media knowledge. just show up. Buy some rounds, toast and make an exit. The word of mouth would have spread viral and media would have interviewed all those patrons, owners and bartenders. Their testimony to the event would have given the much, much need testimonial and credibility she needs.

Sincerity is key to any marketing efforts in this age. Traditional campaigns do not work anymore. Media is too prevalent to hide or slide things by. From Fox News, MSNBC, CNN to YouTube, you will be outed if your are not sincere. Be open, completely honest and transparent and the consumers will trust you. Trust is the new sales pitch. Without it, you won't succeed.

Just saw great interview on MSNBC with Charlie Black, Senior Advisor to McCain. Discussed recent NY Times Article. Check out the article. Surprising for a liberal paper to be positive on a conservative. Very interesting how this campaign is playing out.

Watching MSNBC, watching for me is in the background of my office with it muted and catching passing glimpses of what's going on today, I saw that oil did a big jump today. $115 a barrel. That's a lot of price for the product. It got me to thinking once again of what the tipping point for oil will be. Not the positive, but for the opposite. What or where is the pricing going to hit before consumers reject it, make actual lifestyle changes and thus oil prices tip or begin falling?

This is a tough call based on the fact that American life is spread out. There is a specific distance that people HAVE to travel in order to get to work. They have to make money, no doubt and the majority of Americans do not have the luxury of a telecommute. Even in my line of business, I have that luxury, but I choose to also have an office. I have to, to keep family and work separate. To have a battle room to concept all the ideas I have to develop. To have quiet for finishing projects. Again, this is a luxury of sorts, but I have to travel to my office in order to make a living to pay bills and Uncle Sam's cut.

Back on the point...I am not an analyst or an expert by any means, but my thought has been for a while now that it will be around $120 to $125 a barrel. I think this is the tipping point.

What do you think it will be?

I recently had a client give me a gift after coming back from a long business trip. Quite unexpected and very gracious. The gift is actually quite cool. It is a necklace with a 2GB mini jump drive built in it. You can check it out at Olinari's Web Site. Thank you to my client for the thoughtfulness. Great item, as I will actually put it to use and be reminded every time.