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March 31, 2008

If I Marketed N'arlins

 If I were in charge of marketing New Orleans, I’d call it the city without a Banana Republic. Oh sure, there’s one at the edge of the French Quarter. But for the most part, the city is back … to where it was. And that’s a very good thing.

Sure, it’s great that you can get lots of beignets and other unhealthy fare. You can still hear lots of good music. And Preservation Hall looks like no one’s bothered to preserve it for centuries.

But what’s best is that when N’arlins rebuilt, they forgot to add that all-pervasive mall that graces every corner of every large city in America. You know what I mean – the one with the Banana Republic, the Rainforest Café and the chain sunglass store. Nope, they just re-opened the old shops that don’t have nationwide affiliates.

So, come to NOLA. Leave the mall behind…

Posted by Susan C. Solomon at 04:44 AM | | Comments (0) | TrackBacks (0)

March 27, 2008

Maven Tour

In my next life, I should be a travel agent (maybe). I arranged this trip for my family that I titled the "American Music Tour" and so far, it's not been too bad. So, here's the itinerary:

  • Nashville (complete with visits to The Grand Ole Opry and Country Music Hall of Fame)
  • Memphis (and a pilgrimage to Graceland followed by a stroll down Beale St.)
  • "A Train They Call the City of New Orleans" (really, we took the train from Memphis to NO)
  • New Orleans (with all the French Quarter jazz)

All in all, it worked pretty well. You can see how country (Nashville) is tied to blues (Memphis) and to jazz (The Big Easy).  And to think I thought of this tour all by myself! 

Posted by Susan C. Solomon at 03:00 AM | | Comments (0) | TrackBacks (0)

March 24, 2008

Somebody 'Splain This

 Ok, so I took my kids to Nashville (next stop Memphis, followed by N'Orleans) to introduce them the "Red State U.S.A." But we're all a little overdosed on the country music in Nashville by now -- it's been two days. This town is obsessed with country music. Little kids hum "Ring of Fire" on the streets and know the entire catalog of Hank Williams. (My kids look at them as if they're on heavy hallucinogens.)

Yeah, the city has its charm, but it's a bit much. 'Splain this to a family that is admittedly dyed in the wool bicoastal. Obliged.... 

Posted by Susan C. Solomon at 03:08 AM | | Comments (0) | TrackBacks (0)

March 21, 2008

Good for CBS! Good for Bloggers!

Read this from Marketing Conversation:

CBS Television Stations announced the launch of a great step in the direction of web based mainstream and citizen generated news. They are launching the CBS Local Ad Network in which local stations will syndicate new content to local bloggers and social media sites. This news will be delivered via news widgets that will link to video and text news of the local stations.

In exchange for hosting the widgets, the bloggers will receive a share of the local ad dollars that are sold by the station.

Yeah! This is very good news. Not just that bloggers will have something besides the paltry Google AdSense to make some scratch, but it just makes sense. CBS will extend its brand and try a new model of media. Love it! Great deal for all!

Posted by Susan C. Solomon at 04:38 AM | | Comments (0) | TrackBacks (0)

March 20, 2008

Loving the LinkedIn

I am a LinkedIn addict. I think by this stage, I am far less than six degrees of separation from every one of you reading this entry. In fact, I’d say I’m about two degrees from most public relations professionals in the U.S. (This is not a brag, it is just my marveling at such an incredible tool.)

LinkedIn is the grown up MySpace. And the coolest part is you don’t have to scratch your head to find a favorite song to play when the page opens.

So, how do marketers use this wondrous new tool? Besides the obvious networking and recruitment functions, it’s got some other potential. For example when (note “when,” not “if”) my book publishes, I’ll let all my umpteen contacts know. And it’s a great way to hyperlink to your organization’s site or blog.  But there’s got to be more…Anyone using LinkedIn in an innovative way?

Excuse me, I need to go add some new contacts…

Posted by Susan C. Solomon at 05:39 AM | | Comments (0) | TrackBacks (0)

March 19, 2008

Stuff I'd Rather Forget

One bad typo can ruin your whole day. Did you ever slip at the keyboard and see your whole career come crashing down?

I still remember the day I opened the annual report to see that I was the Director of Pubic Relations. Or, working in hospitals, I recall issuing a press release that one particular ego-maniac physician was Chief Sturgeon.

Of course there are also the nasty bad spellings: hopsitals and the all-encompassing goverment. Ever print something you instantly realized wasn’t fit? It’s a very common hazard of our business.

Posted by Susan C. Solomon at 04:33 AM | | Comments (0) | TrackBacks (0)

March 18, 2008

Nice Package

picture_5.pngI am a sucker for beautiful packaging (yes, I know, not very green). But take a look at these gorgeous cans and bottles for Pepsi and Coke (below). I can’t resist – they’re remarkable. For more amazing packaging, go to The Dieline.com.

Posted by Susan C. Solomon at 05:13 AM | | Comments (0) | TrackBacks (0)

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Posted by Susan C. Solomon at 05:09 AM | | Comments (0) | TrackBacks (0)

March 17, 2008

Sun Bathers in Odd Places...

3-10mc22.jpg

Whoa. This looks a bit too real. Get this promotion for South Carolina. It’s a very realistic graphic vinyl of a bikini-clad woman on a beach at the bottom of escalators in cold climates. The signage above directs people to a special Web site. But does anyone look at the sign?

Posted by Susan C. Solomon at 04:14 AM | | Comments (0) | TrackBacks (0)

March 14, 2008

Prius Pride

   

Think people who drive Prius cars are a bit full of themselves? Well, we have reason...

Marketing Charts reports.."Those who purchase hybrid vehicles tend to have much higher levels of education and report much higher household income; they are also about four years older than the average new vehicle buyer (54 vs. 50)."

Hybrid owners tend to be proud advocates of their vehicles, and they typically provide many more positive recommendations about their ownership experience than do other new vehicle buyers, JD Power said.

Separately, a psychographic profile of hybrid-car owners, developed by Mindset Media, found that people who drive hybrid cars are 78 percent more likely than the general population to be highly creative - or "Creativity 5s," in its parlance:

 Yessss. Love dat car.

Posted by Susan C. Solomon at 06:35 AM | | Comments (1) | TrackBacks (0)

March 13, 2008

Fire Goes Out

firebrand_hottie-thumb.jpgIt happened. Firebrand, the only-ads Web site, has been extinguished. Darn.

The founders claim it was some bad breaks. But maybe it is the concept – do we really want to keep coming back to a bunch of ads, ad naseum?

Like most people, I loved the concept but admit I rarely visited. Not good. And I really do like ads.

Posted by Susan C. Solomon at 06:45 AM | | Comments (0) | TrackBacks (0)

March 12, 2008

Spitin' Out the Copy

spitzer-client-9-thumb.jpgI have nothing to say about this entry from Adrants. Actually, I think Adrants says it best…

“I'm tired of being treated like a number..." laments NY Governor Eliot Spitzer in this print ad for Virgin Mobile in Canada.

The copy goes on to read "At Virgin Mobile, you're more than just a number. When you call us we'll treat you like a person, not a client. Whether you're #9 or #900, you'll get hooked up with somebody who'll finally treat you just how you want to be treated."

How very wicked. But revelations of Spitzer's place in the queue (Client #9) at a busted prostitution service come at an opportune time for Virgin Mobile, which only revealed its preoccupation with American politics this month.

Just another instance of Virgin behaving badly.”

Ok, I’ll just say this. Whoa Boy.

Posted by Susan C. Solomon at 05:57 AM | | Comments (0) | TrackBacks (0)

March 11, 2008

Bearing Bad News

Ever wonder how to deliver bad news by letter? We all have to do it from time to time. Believe it or not, there’s a formula to help you through it…

  • The Buffer: Start with a neutral statement. Don’t roll with the bad news right away, as this can be very harsh.
  • The Reasons: Build a case around your decision. If you’re really good, you’ll have the recipient agreeing that their request, candidacy, etc. were completely out of bounds.
  • The “No:” This one’s the killer, but it’s very important to say “no.” Don’t leave the reader wondering if this is an acceptance or rejection.
  • The Alternatives: If possible, offer an alternative to the recipient. But don’t, under any circumstances, lie about the options that are open.
  • The cordial sign-off: Let the reader know that you remain open and cordial to staying in touch.

There it is. How bad can that be?

Posted by Susan C. Solomon at 04:37 AM | | Comments (0) | TrackBacks (0)

March 10, 2008

Got Editing Chops?

   
Editing chops. Not everyone has them. It’s that ability to be ruthless … brutal … with one’s own words. That’s not easy. Some people can’t believe every one of their precious words isn’t, well, precious. Others just don’t want to put in the time for real, intense editing.

A good editor is usually a pretty good marketer. That’s because an editor can determine what makes a very strong message. So, how to edit? A few tips:

1. Consider Word Order –Adjectives go next to nouns. Important concepts lead a sentence.
2. Read Aloud – Words that may look good on paper can sound awkward when spoken. The only way to test out your text is to read aloud.
3. Check for Rhythm – Words have rhythm. Read aloud to check, but also consider some of the classic word combinations (from here to there; not for one but for all; I think therefore I am).
4. Your Best Just Ain’t Good Enough -  Guess what? All that clever writing isn’t necessarily the stuff of clean copy.  Best to take it out.
5. Write for Action – Active always trumps passive voice.
6. Hand it Over – Too painful to kill your own copy? Give it to someone else to slash and burn.

Be patient. It takes time to earn your chops – and a couple of bad bites – before getting it right.

Posted by Susan C. Solomon at 05:33 AM | | Comments (0) | TrackBacks (0)

March 07, 2008

How to Be a Gracious Ghost

    Boo!  As a corporate communications specialist, you will probably be asked to ghostwrite many times in your life.  There are tricks to this trade to make you very successful.

First of all, DO NOT use this as an opportunity to boost your own ego. It's just a job. Don't go telling everyone in the organization, "Hey, so-and-so didn't write it. I did." In reality, no one really cares. And you've broken that important trust between ghostwriter and ghost-hirer.

How to be a good ghost? A few pointers:

  • Listen to your subject. He or she has a particular cadence in their speech.  You need to pick that rhythm up when you write. Again, this isn't about how you would write the piece if it had your byline, but how your subject would write it.
  • Don't recycle.  If you wrote a great piece for a CEO down the street and want to use it again, not a good idea. Assume a new "voice" for each of your ghostwriting clients.
  • Always try to meet the needs of the person who will sign your work. Be very specific when sitting down to discuss the piece – ask what he or she wants to get across. Again, it's not your time to editorialize.
  • Expect revisions. Any CEO worth their salt will make changes to what you've written. Think of what you do as providing a "jumping off point" for him or her to embellish.
  • Great ghostwriting takes time. You won't get it perfect directly out of the shoot. You need to establish a relationship with your "author." He or she must gain your trust. After all, they're the ones who sign their names to the piece…and pay you.
  • If you don't get it right, perhaps another writer is better suited. Mike Myers doesn't get every imitation right.  The same is true for writers. Some just suit their subjects better. Good ghosts just know when they hit their subjects "dead-on." (excuse the pun)

Posted by Susan C. Solomon at 05:38 AM | | Comments (0) | TrackBacks (0)

March 06, 2008

Writing Right

I’m going to devote a few entries to improving corporate copywriting. Too much corporate writing is God-awful. For example, consider this random paragraph from unnamed company’s Web site...

The tradition of philanthropy at XXX Organization extends as far back as our founding days in 1926.

Today, countless gifts of all sizes continue to help XXX meet its ongoing need for up-to-date equipment, the most current technology and the broadest range of services.

Throughout the years XXX Foundation has focused on only one thing: enhancing services at XXX. The generosity of our friends and supporters help us achieve this mission.

All contributions to XXX Foundation are used exclusively for the activities of XXX. XXX Foundation is a 501(c)(3) tax exempt organization. Its Federal Tax Identification Number is: 95-3625651.

All I can say is ZZZ. And to think the purpose of this copy is to inspire someone to give up their hard earned dough.  What’s wrong here? Let’s dissect the copy and then suggest some radical changes.

First, get some editing chops. There are some sloppy sentences here. Example, “as far back as” could be “back to.” In paragraph two, why don’t repeat “current” following “up-to-date.” Simply say “need for the latest equipment, technology and services.” Easy, huh?

The whole Fed Tax ID mention could just be a footnote. It’s not exactly aspirational in the body of the text.

Actually, asking for money is an art.  You have to show how donors’ money works. A story about a sick child sounds overwrought, but done well, it hooks you in.

Tomorrow: Tips for ghostwriters.

Posted by Susan C. Solomon at 06:30 AM | | Comments (0) | TrackBacks (0)

March 05, 2008

Wind Bags

Clinton_Secondwind.jpgWhat the heck is this picture on Fox.com? Can they ever publish a flattering picture of you-know-who? And what's with the "wind" ... as in "wind bag," "ill wind" or just plain "windy?" I'm waiting for the bad pic of Grandpa McCain to appear on Fox. Guess I'll have to wait until his 80th birthday. When is that? Like tomorrow? Good night...

Posted by Susan C. Solomon at 06:29 AM | | Comments (0) | TrackBacks (0)

March 04, 2008

SWAG with Meaning

File this is under the “we got it” section. WWF wanted their SWAG to make an impression at the United Nations Climate Change Conference in Bali last December. When a hot beverage is poured in to these little gems, the graphic of the world’s land mass vanishes under the rising sea. Get it? That’s what climate change does. Let’s all hold our breath and hope these cups weren’t made under non-environmentally sound conditions (like most "trinkets 'n trash" these days). WWFHotWatersmall.jpg

Posted by Susan C. Solomon at 06:12 AM | | Comments (0) | TrackBacks (0)

March 03, 2008

Weally Wiki

    So, as my kids use Wikipedia for their school reports, I've got to wonder how much credence should be given to a so-called "user contributed encyclopedia."

According to this interesting article, Wikipedia is actually somewhat of a newsroom staple. All this, of course, begs the question of what happens when the Wiki is proved wrong. Does the news writer have to wetract the Wiki? (Sorry, got my Tweetie Bird in there…)

Maybe we should rethink writing from the Wiki. Weally.

Posted by Susan C. Solomon at 07:28 AM | | Comments (0) | TrackBacks (0)


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