25 January 2007

Jimi Hendrix energy drink in works

Jimi Hendrix energy drink in works

The concept is irking some Hendrix fans, many of whom still consider him the greatest guitarist of all time.

"To see his image and the beautiful feelings it has created during my lifetime cheapened by base advertising ... is very disappointing to me," said bassist Michael Balzary, better known as Flea of the Red Hot Chili Peppers.
Consider me irked.

23 January 2007

Boomers Age with a Bang

Laurel Kennedy of Age Lessons has come up with some fun and slightly wacky - but not necessarily off the mark - predictions for products and services. For entertainment value I culled the wackiest ones - but check out the article for more down-to-earth prophesies:
Traditional retirement-friendly sports such as golf or tennis will get competition from throwbacks from the Beaver Cleaver era. Goofy "retro sports" such as tether ball, flag tag and even hopscotch will re-emerge on the streets and in "micro-developments," with cul-de-sacs dedicated to such activities.
Hopscotch at sixty? That would result in more than just an occasional scraped knee. I'd classify it as an extreme sport. Bringing back sling-shots and pea-shooters would be safer.

A couple of Madam Kennedy's prognostications were previously conjured in the crystal balls of futurists Brent Green and Yours Truly, complemented by the requisite incantations, waving of arms, and swaying of torsos (although for the general public we simply wrote them down in our books so we wouldn't scare anybody). Soothsayer Brent, for example, talked at length about Baby Boomers and their soon-to-be rekindled political and social activism in Marketing To Leading-Edge Baby Boomers, first published in 2003. A second edition was released last year.

18 January 2007

Information vs. Emotion

I'm always hesitant to blog about and link to New York Times articles because:

a) oftentimes you need a (free) subscription to read the piece
b) articles disappear behind the Orange Curtain in a matter of days

I usually wait a week or so to see if the article is picked up by other news outlets - then link to one of those. But this is such a good one - so here goes:
In a Battle of Toothpastes, It's Information vs. Emotion
In a bid to regain the sales lead from its rival Colgate-Palmolive, the Procter & Gamble Company has introduced Crest Pro-Health, which claims to deliver in one tube everything a consumer could possibly want in a toothpaste … New advertising for Crest Pro-Health will feature real people who have tried and liked the product. "We've gotten an unprecedented amount of testimonials from consumers," Mr. Barresi said.

Rather than focus on science, the Colgate Total ads with Ms. Shields use glamour and emotion, a shift from the product's previous campaign, which was centered on its germ-fighting prowess.
Information vs. Emotion and a slew of variants have been argued about since the beginning of modern advertising. While I'm perceived as one of those wacky creatives, to be honest I lean a bit towards the information side of things - especially when targeting Baby Boomers. This is probably because I see so many campaigns that try to appeal to Boomers emotionally - and they screw it up so badly that I roll my eyes and say to myself (because no one else is listening), "Just give me the *&(**&#@ facts."

The Colgate Total and Crest Pro-Health campaigns don't necessarily target Baby Boomers - but if they did, I'd put my money on Saatchi & Saatchi's Crest campaign. After all, we're talking about toothpaste. Just give me the facts.

This is sort of a strange approach for Saatchi & Saatchi. They're the 'show me the love' agency - and they go overboard so many times. Then again, they know what to do with Pillsbury and Cheerios. That's what they're good at. So good for them to toss their Lovemarks "Emotion" philosophy out the window for this one.

I think it will work - at least for Baby Boomers.

16 January 2007

Baby Boomers and The Joy of Tech: Part One

Here's a press release from TV Land:
Having witnessed the tech revolution, Baby Boomers are willing to embrace and purchase today's emerging entertainment offerings … Baby Boomers have the numbers, financial means and desire to create their "digital nest" -- a place where new media technology is employed to create both a personal escape as well as an entertainment hub for family and friends.
As usual, I find it oddly ironic that all these very important marketing reports touting new insights simply back up what I've been saying for years. My book and this blog talk about Baby Boomers not being technophobes and having the money and the interest in new technology.

I wasn't the only one. Brent Green, Matt Thornhill, Dick Stroud, David Wolfe, Ken Dychtwald and others were also talking about it.

When my publishers, the book designer and Yours Truly were working on the layout two years ago, they thought that there should be a big quote from the book on the cover. I didn't want one. I like clean book covers (although I do adore the graphic).

They won - and they were right. Right because it's made this post a lot easier for me. You simply have to click the image on the right and read the results of TV Land/Latitude's survey before the survey was even a glimmer in their eyes.

In 2001, I was hired by a small ad agency to write three or four soft marketing pieces for an audio company's 5.1 surround system's 20-plus page brochure. Remember - this was five years ago - before home entertainment systems had caught on. Consumer big screens had been around for only a few years, sound systems connected to your television were just coming on the market. Part of the pitch was to actually sell the concept of home entertainment systems, of high-tech audio being a big part of your television and movie-watching experience. Today we don't need to do that.

A few weeks ago I was cleaning out my computer and found one piece that didn't make it into the final brochure. I knew Baby Boomers were going to be the major market for home entertainment systems, that they like stories, like to know everything - and I told some good stories. Just for fun: here's the world premiere of one that didn't make it into the brochure:
Foley Artistry
Sounds you don't notice unless they're not there.

15 January 2007

A Few Recent Emails

This post is a bit like that Perry Como Show bit, with the theme song, "Letters. We get letters. We get stacks and stacks of letters." Usually (maybe it was always) they were requests for songs.

But I don't sing. Or get stacks and stacks of emails.
Dear Mr Nyren:
Found your article on "Selling UD to Baby Boomers" extremely insightful, and am wondering where to find the next one on Homebuilders and "aging in place" ...
S. L.
Occupational Therapist & Accessibility Specialist
Minneapolis, Minnesota
Well … I changed my mind and decided not to publish it the web - saving it for the 2nd Edition of my book. But being such a nice guy (or a sucker for flattery), I emailed S. L. the draft of the chapter.
Hi Chuck,
I tagged your great blog today at SavvyHer.com, fyi
- Kare
Compliments will get you everywhere. Check out SavvyHer.com. It's free to join. You can win stuff. And Kare Anderson has an impressive background. I rummaged around the site, but couldn't figure out how she 'tagged' my blog. That's OK. Attractive women tagging me is what I live for - even if I don't know how they do it.
Congratulations! Your blog has been reviewed and is now active in the BlogBurst Network. This means your blog is now discoverable by publishers for selection and exposure to their audiences.
I applied for this a month or so ago. Since then, they've been puttering around my blog. I guess I made the cut. What this means, or how impressive it is, I'm not sure. A link to my blog might end up in a Reuters news story, on washingtonpost.com, and/or on a bunch of other traditional news sites. Who knows. Some bloggers think BlogBurst is great, others poo-poo it. If you have an opinion, let me know.