Door-to-door marketing goes under the door

I had the pleasure of running the ADT Security advertising account in the U.S. for many years. One of our effective tactical tools for the brand (and for the pizza guys) was the simple door hanger piece. I recall the instructions on these programs was explicit about NOT sliding the piece under doors. We took the blue 1's and zero's that form the ADT force-field of protection very seriously. ADT Chile and DDB went the more invasive route as demonstrated in the video. Hope the Chinese restaurants in New York don't see this. Pasar bien.

R.E.M. was right

Earlier this year we conducted a survey on Consumer Escapes. When asked "which of the following do you consider yourself passionate about," religion ranked 14th behind things like food, health, books, movies, and career. No wonder Americans didn't fare so well on this Pew Forum national survey. (To paraphrase R.E.M., that's us in the spotlight losing our religion.)

In our smaller-scale smz research study consumers were looking for "breathing space - a release from everyday activities or responsibilities." 77% strongly or somewhat agreed with that need. Clearly those same adults don't seek out religion to provide that breathing space. So Apple is happy, and the folks who teach about the first bite from the apple, maybe less so.

We could use a little Demolition Derby

It's a challenge on this blog to write about new and different consumer escapes. Last week we were editing a new television commercial for the Detroit Red Wings. In the edit there's a shot of a vicious body check by Wings defenseman Niklas Kronwall. I commented that it reminded me of a demolition derby. One of the young creative team members gave me that "what you talking about old guy" look. I fondly recall watching the demolition derby as a kid. Now that was an escape. I fantasized that by the time I got my license I'd be able to give it a try. Unfortunately I never got my chance. Now with ESC, ABS, GPS, nine airbags and fiberglass bumpers I don't think it would be as much fun. Yet from time-to-time - when a driver on his phone does the jerk pass in the right hand lane at a stoplight - I wish I had a well-used V-nosed 1972 Pontiac Catalina to take him out demolition style.

Pseudo Experts in Social Media

When I go skiing with my family we don't go down the black diamond trails. Why? Because we barely ski once a year and don't qualify as "experts." So why is that so many people in my industry portray themselves as an expert in something they've barely begun to do. I'm talking about the writers who have had an iPad for one month versus the Detroit Symphony Orchestra musician with 10,000+ hours of practice. (Malcolm Gladwell "Outliers" reference.) I've grown tired of the social media expert who tweeted three times, the blog expert with a blog that's still a "green banana", the YouTube expert whose video has been viewed 42 times, and the social media repurposers without an original thought. Admit it people you belong on the groomed blue trails of social media. You're learning along with the rest of us and are at best an intermediate. So stop teaching (and preaching to me via email) and start catching more edges in the snow. I'll see you by the fire in the lodge when you've mastered your craft.

Buying a new pair of pants

Yesterday my wife and I ventured to Kohl's, the king of Dockers, to buy some clothes.  Had I seen this spot first we may have both considered shopping elsewhere.

Changes in the "Detroit ad scene"

Thanks to the Adcraft Club for including me in a discussion of the organization and the state of advertising in Detroit at a session held with Detroit Free Press columnist Tom Walsh this past Monday.

Here's a link to the article from Saturday's Free Press.

Enjoyed it, even if the big agency guys hogged all the quotes. More "good news" to come.

Shopping for Jewelry

"Many a small thing has been made large by the right kind of advertising."
 - Mark Twain

Mr. Twain must have seen the Internet coming, specifically as it applies to trying to buy jewelry online. 
By my own account I'm a pretty good husband and father, but a lousy jewelry buyer. I wish I could say it's because gold is at an all-time high. That has nothing to do with it. Then I realized that it's the industry's fault. The online jewelers take small items and make them look gigantic. I don't know carat weights and millimeters and so I have no idea what they're selling. And no confidence hitting the buy button.

So I ventured off to the mall to see some jewelry in person. Jewelry stores have everything in glass cases pretending that it's all about security, when they know perfectly well it's so you have to interact with the salespeople. The salespeople unfurl a tiny tag to decipher the code so as to give you a price. They present every price as if it's the greatest bargain in history. I see an item the size of a pencil eraser that costs more than my first car. It's a huge disconnect.

Thankfully the fine folks at Tapper's jewelry, a family-owned chain in Michigan chose to educate me instead of sell me, like many of their competitors. So how can I safely post this weeks ahead of a milestone wedding anniversary? Because there's no surprise to be ruined. I was encouraged to finish the shopping process with my wife. She knew basically what she was getting and now she can help ensure I get the right piece, the right size and even the right price.

As long as I get the credit for "buying" the perfect gift.