Monthly Archives: November 2011

Terminal Videos

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Video is a great marketing tool that people use poorly. The current vogue in online video, aside from cheap distribution of funny commercials on YouTube, is the animated 60-second-or-less landing page. These short videos relay the primary value proposition of a product, and perhaps some insight into how the product works. In the chain of discovery that buyers endure, this is the very first step — understanding why they should care about you. Short landing page videos give buyers a reason to investigate further. They then are forced to either divulge personal information in ham-handed calls-to-action (and risk getting a sales phone call), or wade through increasingly dense web copy in order to learn important product details. Why do companies stop using video after the landing page? This came to mind while reviewing case studies of Silicon Strategies Marketing clients. We once scripted a series of “deep dive” overview videos … Continue reading →

Faking Authenticity

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It is odd to encounter plain spoken and seemingly honest politicians. Being a professional cynic, I doubt nearly everything. Having been a political animal my entire adult life, I’m doubly cynical about anyone who campaigns to achieve power. To be disappointed in broken political promises is a sign of naivety. To believe any political brand shows trust where there should be none. So to witness a handful of governors and other candidates speaking bluntly, without equivocation, and taking positions normally considered poisonous … and then watch their poll numbers rise … is both a lesson in marketing and possibly a sign of the Apocalypse. Authenticity matters in all matters. If you could not take your spouse’s word, then your marriage would be destined for the dumpster (which always makes me wonder about Bill and Hillary). When corporations promote products that do not deliver, the acquired lack of authenticity becomes fatal. … Continue reading →

Channeling Brands

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A local Sprint store sale punk demonstrated Siri on the new Apple iPhone 4S by saying “Siri, I’m drunk” to which Siri relied “There are 15 taxis in the vicinity …” This demo would kill Steve Jobs. Other customers on the sales floor were a mixture of amused and offended, though before the demo all had come cash-in-hand to see the new iGizmo. Each now wore a creepy expression on their mugs — similar to the ones they likely wore upon discovering the Santa Myth (which is not to be confused with the Santana Myth which claims that Carlos can sing). The iPhone’s image had been tarnished by a frat boy stunt in a place trying to sell iPhones. Apple’s G-rated brand was slammed with an R-rated demo, and nobody left that Sprint store with a 4S. Growing or preserving a brand through channels is slightly more difficult than balancing the … Continue reading →