You put your heart and soul and best marketing smarts into a YouTube video campaign expecting it will go viral and quickly spread across the globe. And… not all that much happens. That’s disheartening but a useful object lesson.
In my little town of Saratoga Springs, NY, the Chamber of Commerce decided to make a promotional video in which thousands of local citizens are captured by a roving camera as they lip sync to a medley of songs from the pop group Train. (Local connection: Train’s drummer hails from Saratoga.) The C of C was up front about the fact that they wanted to emulate the success of a similar video from the city of Grand Rapids, MI which has gotten over 10 million hits.
The Saratoga video is now live, and in the first week, it’s gotten about 36,000 hits. That’s about what you might expect if each of the people in the video sent the link to a few of their friends. By comparison, surveillance videos of a couple of drunks knocking over a statue of a horse (Saratoga is a horse racing town) have gotten over 100,000 hits. Of course, things could change but as local blog All Over Albany points out, most of the traffic to the horse video happened in the first few days after the video went live.
A comparison of the Saratoga and Grand Rapids videos yields some ideas of what works in viral and what may not so work so well.
First of all, the Saratoga piece is obviously a promotional effort. It opens with the producer’s logo, and the first few seconds are archival footage of a thoroughbred race. Many of the participants throughout are waving signs or wearing logos to promote their own organizations. That’s fine for civic pride, but maybe less so for attracting interest from those who don’t already know you. Second, the Train music is just not that good or that catchy; critics have complained that many participants don’t appear to be lip syncing but the songs aren’t really sync-able.
By comparison, the Grand Rapids video has a “wow” factor both in the choice of scenes (including pillow fighters, zombies, an outrageously hamming mayor and a quick pan to what looks like the entire police and fire departments driving down the street waving in unison) and the “how did they do that?” production which looks like a single take. (It isn’t; you can get details in “The Making of the Grand Rapids Lip Dub” which itself has over 112,000 hits.)
It also has great music which ties into a heart-tugging storyline. The video was made to dispel the image of Grand Rapids as just another dying smokestack city, and the music fits in perfectly: a 10 minute concert version of Don McLean’s elegiac “Bye Bye Miss American Pie.” Which, ironically, was penned as McLean was sitting in a bar right here in Saratoga.
I’m a member of the Saratoga Springs Chamber of Commerce myself and would like this video to become successful. My first suggestion is to remove the producer credit and stock footage and to start with Sam the Bugler strutting toward us. Second, now that everybody’s had their moment in the sun try some creative editing of some “best of” clips like local celebrity Garland Nelson in the park, really selling it. Third, sponsor a competition for local citizens (or anyone who wants to try their hand on YouTube) to remix or even parody the original… some very interesting things can happen when you do that.
A local company is marketing a boutique potato chip in Saratoga Springs, NY, where that salty snack was invented in 1853. The chips are made with high quality potatoes and taste delicious. They are charmingly packaged in a replica of the “takeaway” box from the 1870s. The company is well regarded and family owned. And as a bonus, they are one of the largest clients of Saratoga Bridges, a not-for-profit that finds meaningful work for mentally disabled adults.
Okay, copywriters. Think you can create some kind of a marketing campaign from that?
Oh, there’s one thing I haven’t mentioned. For whatever reason, Saratoga Chips has chosen to sell at a per-ounce price about the same as Lays. I’m not in love with that decision because price competition is the mark of a commoditized product and this is anything but. In fact, there’s a huge potential audience of tourists who come for the track, the spa and the waters who would love to take something back to friends and family in Jersey or Florida.
Saratoga Chips Advertising
Unfortunately, the marketing department of Saratoga Chips is not you nor I. Avoiding history, warmth and local color, their copywriter came up with the Walmart-style headline: “Buy local… why pay more for the national brands?” Doing the copywriter one better, the art director mistrusted the visual appeal of the product and the antique box and subjugated them to a fake newspaper page (“Crum Cruncher” refers to George Crum, the inventor of the chip, but of course the reader doesn’t know this) superimposed on a fake wood background as if, I guess, the fake newspaper has been plopped down on a fake table.
Purely on the basis of missed opportunity, Saratoga Chips is hereby fast-tracked into the Badvertising Hall of Shame.
In an earlier post I talked about regional differences as demonstrated by the way people talk about food on social media. Here is another example. These two gas station price signs are directly opposite each other on Route 50 in Ballston Spa NY, just north of the Highway 67 intersection. Hess is selling regular for $3.729 a gallon and Sunoco for $3.859 a gallon. Down the road past the stoplight, an independent has regular for $3.709. Seven miles up the road in Saratoga, the going rate is $3.899.
You wouldn’t see this where I moved from in California, where gas stations in the same area are universally with in a penny or two of each other. If one station undercuts another by as much as 10 cents, cars would line up around the block. But in upstate New York, you get gas where you get gas, and a few cents a gallon isn’t going to change that.
The conventional wisdom is that urban areas, where most copywriters live, are more open to new experiences while exurban folks are more cautious and conservative. After two years in Saratoga I’m inclined to say this is true. Certainly it’s true that business is conducted more on the basis of whom you know than what you can do. In California we had lots of brilliant tech folks who were a disaster at social interaction. They wouldn’t do well here.
Regional differences are why, as copywriters, we often pull back from the edge a bit in the edginess of our copy and are sure to stress that even though our product or service is “new” it’s also “proven” with absolutely no negatives for trying it. When every customer counts, you can’t afford to ignore the conservatives in Saratoga County or the flyover states even though they may not be the coolest kids on the block.
The Fancy Food Show was jam-packed at San Francisco’s Moscone Center…. good news for business but making it difficult to navigate during a truncated visit this week. Here are some highlights:
Trending up: fancy soda
Trending up: cured meats, especially Serrano and Parma hams. I remember when it was a rare treat to get a slice of one of these beasts; this year they are everywhere. Though oddly enough, the salt content of most seems significantly reduced from classic preparations. There was also a jerky stand advertising 50% less sodium than traditional jerky. Also, lots of high-end sodas.
Trending down: nuts. Once a massive snack category, the vendors showing fancy smoked and salted nuts are today few and far between, Too much fat for today’s snacker? Baja Bob’s, a low calorie cocktail maker, can pour you a margarita for 60 calories vs 240 calories for a regular margarita. The benefit of which, they explain, is that your date will have more than one.
Down and out: gluten free everything, All of last year’s signs were gone. Also, vendors trumpeting the ‘USDA Organic” certification were rare even though a pavilion was set aside for them. May be that, as some of the folks at Terra Madre Day speculated, the designation is cumbersome and simultaneously lets in questionable products while not defining a level of quality that is actually useful.
Paul Bertolli and his wonderful head cheese
Product of the year: Testa di Porco (head cheese) from Fra’mani. Paul Bertolli has been threatening to bring this product to market for several years and last Sunday it happened. Ethereal. It’s not little bits of this and that like traditional head cheese but nice big chunks of celery-cured ham held together with a clove-y gelee. People were standing in line for this one.
Trend to watch: consolidation. NYC-based Rick’s Picks, to take one example, is now shipping 10 standard products rather than 14 in the past. In a tough economy retailers can’t be asked to stock that many SKU’s. Rick says there’s a demand for “spears” but that yen is now satisfied with a classic dill sour (really crunchy and good) and the green bean and asparagus spears have been put out to pasture.
Most popular giveaway: showgoers who traveled across the country, and could have all the food they wanted, stood in a long line to get a tea press with the Tea Republic logo. Starbucks take note.
Yesterday was the local observance of Slow Food’s Terra Madre (Mother Earth) Day, sponsored and beautifully organized and presented in the kitchens and dining room of Schenectady County Community College chef and Saratoga chapter president Rocco Verrigni. I sat in on a mega panel discussion followed by a mega tasting of fare prepared by rising chefs; there were also student presentations and a screening of the short film “Green Beef”.
Chefs and farmers in the kitchen on Terra Madre day
The panel discussion featured local farmers (from Saratoga Springs down to the area below the Mohawk River), chefs and restaurateurs discussing their “successes, issues and stories”. Successes for me included clues of how these folks are taking small steps to become commercially viable. Tod Murphy of Vermont’s Farmer’s Diner has the goal of serving local and naturally raised meals at prices farmers can actually afford; he does this by negotiating with farmers a scale larger than boutique/retail/farmers market enterprises and by staying away from steaks. Michael Kilpatrick, a local farmer, described his success in bringing year-round vegetable growing to Saratoga; he is just 23 and I am happy he will be around far longer than me.
Slow Food snail cookies baked by SCCC students
Michael was one of several to describe an “issue”: it’s difficult to follow the national standards for “Certified Organic” so as a result none of them does it. Kilpatrick Family Farm can’t be organic because they use a sheeting product called Biotelo for their winter mulching and though biodegradable, it’s not organic-approved. Noah Sheetz, executive chef of the governor’s mansion in Albany, described another problem, which is the practicality of coordinating multiple purveyors for poultry, produce, dairy etc. plus having a backup when somebody’s delivery truck breaks down. Sysco, by offering one-stop shopping for quality products, has made it too easy for many kitchens; what’s needed is a Sysco for natural producers.
Chef Christopher Tanner and his meat curing closet
The food presentations ranged from a perfect half moon of roasted acorn squash to a groaning board of charcuterie prepared by the SCCC students in Garde Manger II, which has done nothing but make sausage all semester long. Chef Christopher Tanner showed off his curing closet for prosciutto and Westphalian ham, made by stripping the shelves from a wine cabinet and adding an off-the-shelf humidifier. Local students pay just $3533 for learning all this and virtually all of them are offered jobs in the industry at the end of their two-year program.
During the breaks there was plenty of time to talk with local farmers and make new friends along with lists of places to go and dine and find new food near Saratoga. The only bad news is that the season has ended for many of these folks (which is why they could take the day off) so I’ll have to wait for spring for many of my forays.
Residents of Saratoga Springs, NY have been noticeably more clueless over the last two months because of delivery problems with the Wall Street Journal. Apparently there is some kind of turf war among carriers. So every morning I go online to https://services.wsj.com, sign in with my account number and login, and report the missed delivery.
A few minutes later I get an email that confirms my delivery problem and tells me I will be credited for the missed issue and the local office is working on the problem. It then goes on to advise me: “In the future, please go to services.wsj.com to report any problems with your delivery. It’s easy and quick to use, and our delivery staff is notified directly from the site 24 hours a day, 7 days a week.”
See the problem? Since that’s exactly what I did, WSJ assuming I did not do it puts into question the rest of the message. And the takeaway is that I assume they are in fact doing nothing about my delivery problem, which in fact they are not.
Then, every few days they vary the mix and send an email that says “To make sure we provide the field office with everything they need to resolve this issue, please answer any of the questions below that apply to your situation.
Location questions:
– When did the problem begin?
– Where is the paper usually delivered?” Etc.
Once I rose to the bait and responded that nothing had changed about my delivery situation (the house has been here for 130 years) but it didn’t actually make any difference. Nor should it, since this is boilerplate that some helpful scribe inserted in the rotation (“if missed deliver complaints = >5, then print ‘n’ ”) so I wouldn’t see the same thing constantly. Instead of fixing the problem, they’ve focused on creating an extended library of customer service correspondence for people who get the same message over and over again.
The lesson here: If you have a contact strategy as elaborate as this one, then there’s something wrong at the core that needs to be addressed. Handle it, instead of asking some copywriter to paper over it. Oh, and don’t insert a marketing message when a customer is already pissed off, such as “Here’s an opportunity to give a great gift at a great price: The Wall Street Journal Print and Online for just $119!” Hey, I could give it to my dad… then he and I could both not receive the paper.
You can’t make this stuff up. The VP, I mean Vice President of Marketing at GM, I mean General Motors, has asked all employees to stop calling Chevy by that casual name and refer to it by the formal “Chevrolet” henceforth. The request presumably extends to the brand’s new agency, Goodby Silverstein, but hopefully did not originate with them.
“We’d ask that whether you’re talking to a dealer, reviewing dealer advertising, or speaking with friends and family, that you communicate our brand as Chevrolet moving forward,” read a memo which was also signed by the Chevrolet Vice President for Sales and Service. “When you look at the most recognized brands throughout the world, such as Coke [they mean “Coca-Cola” of course] or Apple for instance, one of the things they all focus on is the consistency of their branding. Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”
Of course, you can also make a brand recognizable through generations of casual use until it becomes part of the national vocabulary as well as the title of several Facebook fan pages and the auto dealership of its chief NASCAR representative, Jeff Gordon Chevy. And presumably Don McLean will be asked to return to Café Lena here in Saratoga, where he originally penned “American Pie”, and revise its most memorable line to “drove my Chevrolet to the [whatever Chevrolet rhymes with] but the [whatever] was dry”.
The New York Times article which broke this story reports that there now is a “cuss jar” at Chevrolet headquarters and employees must deposit a coin every time they use the forbidden word. Once it’s full the proceeds will be used for a “team building activity”. Times reporter Richard S. Chang suggests that activity will probably not be a Mexican dinner at Chevy’s.
Thanks to Carol Maxwell to bringing this to my attention. And thank you America for making possible this badvertising epiphany. Your tax dollars at work.
Did you ever get punished as a child for doing something naughty, because a parent or teacher didn’t believe you even though you were telling the truth? The problem here is a lack of authenticity—or, to borrow a favorite word from ace copywriter and gore movie maven Herschell Gordon Lewis— verisimilitude.
Consumers in general tend to be skeptical of marketers, which is why verisimilitude is very important. In addition to actually being true, a claim must APPEAR to be true or you break the spell and lose the sale. Today’s badvertising classic is a case in point.
Original State Seal Label (from a plaque at the springs)
I live near the bubbling natural springs of Saratoga, NY. Folks have been coming here to “take the waters” for centuries and the greatest number of springs, as well as the classic bath houses, are located in a park which is owned by the state.
Early in the 1900s an entrepreneur had the idea to bottle the water and sell it nationally. To emphasize the official connection, it was called “State Seal” water and the antique-y state seal of New York was actually shown on the label. Millions were sold and FDR became a big promoter of the springs and the water.
State Seal Spring Water label, c. 1980
Fast forward to the 1980s, and another entrepreneur had the idea to revive the brand. But he/she picked the wrong thing to revive. The new water is again called “State Seal” but the label design is bland and modern. Within a few years the revived brand was defunct.
The original State Seal water had verisimilitude. It looked like the kind of packaging a civic department might come up with if it had no clue about marketing but was simply trying to promote healthy water to its citizens. The revived water had none of this charm and authenticity. The revivalist probably thought the old design was out of date when in fact it was the essence of the brand.
Fetch me that paddle, ma. I think some marketer needs a whuppin’ here….
A few months ago, I wrote about the hybrid battery that failed in my 2001 Prius at 71,000 miles, generating a $3700 repair bill because the battery was recently out of warranty. It’s time I explained the reason for my lack of follow-up posts.
Back in mid-February I got a call from the general manager at the dealership which had done the repair. He was calling not because of the rather robust online discussion of my experience, but because I had given the experience an unfavorable rating in a mail survey. (Yes, good to know at least someone at Toyota is paying attention to what their customers think.) After we discussed my issues he agreed that the matter had been handled inappropriately at his dealership and said he’d go to bat and try to get at least a partial reimbursement from Toyota. He also asked me to forward to him the letter I’d sent to American Toyota President James Lentz, summarizing my issue.
Two days later, on 2/18, this manager emailed me that:
Just got done speaking with my Toyota Factory Representative, she agreed with my assessment of the issue as well she agrees with your points you made to Mr. Lentz.
Based on that conversation it’s my guess you will probably receive a 100% reimbursement check in about 8 weeks at your Saratoga Springs address. Please understand I’m making no promises, but I feel it looks real good.
Based on that 8 weeks, I would have received the check in mid-April. When it didn’t arrive, I checked in with him and heard that:
Money is coming soon, should be no problem…..
Well, the money finally did arrive, on 5/25/10, and it was indeed a full reimbursement. I’m happy not to be out of pocket $3700, but I’m also happy that Toyota was willing to pay it which I don’t think they would have done if a huge number of Prius batteries was failing just out of warranty like mine did. (The cover letter made no reference to my history, by the way, just referring to it as a “goodwill check”.) So good news for me and good news for other Prius owners.
Yesterday I drove from San Francisco to Hollister for the last Tomato U-Pick of the season at Mariquita Farm. It’s run by a couple who decided they’d rather sell direct from the fields than pay rent at the Ferry Plaza Farmers Market.
San Marzano tomatoes on the vine.
If there is anything better than standing in the autumn sun and plucking a warm ripe tomato off the vine and popping it in your mouth, I would like to know about it. I had planned to pick 10 pounds of San Marzanos for sauce and 5 pounds of Early Girls mixed with a few heirlooms. But my emotions got the best of me and I ended up with 25 pounds of Marzanos and 30 plus pounds of everything else.
My 25 lbs of San Marzanos.
The tomatoes, other than the Marzanos, were so ripe that many of them got squished and overripe on the long drive back (punctuated with a stop for Bun Pho Hue in San Jose) and they ended up in the sauce. I made a classic red sauce, which I wanted for comparison to the “red sauce places” I’m encountering in my new home in Saratoga. I adapted a recipe from Marcella Hazan which goes like this:
Classic Red Tomato Sauce for pasta or pizza
10 pounds San Marzano tomatoes
1 ½ cup each finely chopped onion, celery and carrot
Extra Virgin Olive Oil (mild, not overly “grassy” in taste)
Salt and sugar
San Marzano red sauce following Marcella Hazan recipe
Dump the tomatoes into a sink or very large bowl full of water. Take them out slicing each in half lengthwise and cutting out any bad spots and transfer to a large pot. Bring to a simmer, covered; the water from washing will be enough liquid so they don’t stick. Once the mixture is bubbling away remove the lid and continue simmering about 90 minutes more until the tomatoes have lost their individual identity. Allow to cool to a safe handling temperature, then put them through a food strainer. I did this twice: at a coarse setting to remove the skins, then a finer setting to remove the seeds.
Meanwhile, sauté the onion in about ¼ cup olive oil until translucent. Remove then sauté carrots 5 minutes, then add celery and sauté 3 minutes more. Puree the carrots, onions and celery in a food processer and add to strained tomatoes. Cook 30 minutes then taste for seasoning. I only added 1 T of salt and 1 T of sugar and thought about using even less than this; the tomatoes themselves were that good and complete.
The result was fabulous, rich and tomato-y. Out of curiosity, I’d initially cooked the other squished tomatoes separately. Heirlooms are pretty, Early Girls are sweet, but San Marzanos have the robust flavor profile this sauce demands.
Pizzas and green zebras for dinner.
Dinner was an assortment of pizzas made with the red sauce and with individual tomato slices, accompanied by sliced green zebras (they were getting ripe faster than anything else) in a vinaigrette with garlic and basil. All in all, a pretty good day—assuming you like tomatoes, of course.
