Open The Dialogue

There have been a slew of studies and news stories coming out in recent weeks about teens and their spending habits. From their increasing ignoring of mall-based retail outlets built specifically for them to their desire to turn dorm rooms into statements of personal expression, teens are increasingly looking for ways to spend money that are unique to themselves.

The “marketing to avatars” meme has run through the online world several times. The gist of the topic was that since teens, the favorite demographic of marketers because of their highly social nature and vast disposable income, are spending so much time in virtual worlds such as Second Life that that’s where those marketers needed to be. This was epitomized by so many brands rushing into Second Life and building stores, kiosks or islands that it was getting a bit ridiculous. Actually it was more than a bit ridiculous, as proven by the fact that now so many stores, kiosks and islands are unmanned by store personnel, unvisited by members and are gathering virtual dust. it turns out that, despite the breathless hype, people didn’t want their virtual existence to be subjected to marketing.

But the mindset of people who create Second Life avatars, MySpace and Facebook profiles and Miis that they share with their friends is emerging in those real-life habits mentioned at the outset.

It’s becoming clear that teens, with so many outlets for self-expression, are seeking that same sort of goal with their buying. Their preference to create customized environments, customized outfits and other products. But mass marketing can’t do that, and doesn’t. Instead the world expectation of teenagers is being formed by targeted online advertising, avatar creation, inputs and recommendations from friends in their Facebook network and other personalized inputs. So it should be no surprise that what they’re creating/buying is more personalized.

And can you imagine these people, who have spent so much time making sure their environment is a reflection of themselves, entering the housing market? How popular do you think cookie-cutter sub-divisions where all the houses look the same are going to be?

There needs to be a massive shift in marketing, retail and other consumer-focused thinking that addresses the minds of people who are creating their own experiences. Without that there’s going to be a lot more trouble in the overall economic pictures.

I was lucky enough to be asked if I’d like to get a review copy of a new marketing book by Lois Kelly titled “Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. I’ll admit to being a tad skeptical about the book, despite my definite interest in reading it and seeing what Kelly had to say. The skepticism came simply from wondering if Kelly would really find something new to add to the conversation. I’d read some pretty decent WOMM books before and I was interested in seeing if this would be a retreading of familiar ground or if there was a fresh take that could be offered on the subject.

Fortunately it was the latter. “Beyond Buzz” focuses not on word-of-mouth marketing and indeed, as the title promises, does go beyond simply outlining how to generate buzz. What Kelly focuses on is how to begin, nurture and act on conversations both within a company and among a consumer base. From the CEO to the sales rep and everyone in-between, Kelly makes a strong case for conversations as the most effective marketing tool a company could use to connect with potential customers at all levels.

As part of her point on how to create authentic conversations Kelly often comes back to her advice that we, as communications professionals of all stripes, “write to be said” instead of writing “to be read.” The two are, of course, very different tactics. If you’ve met me in person you likely know that how I write is very much how I speak and that’s what Kelly encourages all marketing professionals to do when trying to connect with a community of any sort. Using “I” (which I generously do in help for marketers my writing) helps people see the writer as a person and creates a deeper connection between the two parties. That can be of tremendous use to marketers who are trying to win over customers and influence behavior. After all, who would you trust more, someone you feel some level of connection with or some really bland and darn-near unreadable marketing copy. Yeah, me too.

“Beyond Buzz” is written with that same sort of personal take. Kelly’s passion for the topic comes through loud and clear. Other books I’ve read I “hear” in my mind like someone who’s speaking frantically and passionately about something that they’re desperately trying to convince me of. And that passion is great. This one has the same sort of passion but it’s much more focused. It’s kind of like someone who is incredibly passionate about the topic but funneled that passion through a formal presentation to help me fully understand why they think what they think and so I can find ways to incite my own passion.

That’s probably the biggest take away I have from “Beyond Buzz.” This isn’t a book that will convince a CEO in clear, uncluttered language that I need to have a new style of marketing approach. But it is a book that I could use as a marketer to find ways to change the culture of the sales and marketing departments slowly and surely, bringing everyone around to my way of thinking with some clearly delineated steps.

It’s a good book and a good read and, if you’re looking for ways to invigorate your own thinking as well as the thinking of the people around you, it’s something you should definitely check out. I’d like to thank Kelly and her publicity firm for hooking me up with a copy.

This blog is called “Open the Dialogue.” The title (and I’m speaking for Tom here since I wasn’t around when he started it) is meant to illustrate the point that so much of what we talk about online is about encouraging communications. Brands are obsessed with harnessing the power of the consumer, be it through social networks, CGC ad contests or some other way to generate a conversation about their brand. All these Web 2.0 tools we use are very cool and very useful for doing just that – online. Too often, though, we lose track of the fact that there’s an offline world as well.

Last Thursday, as I was preparing to get off the train on the way home, I saw that the guy sitting in front of me packing up his laptop. On said laptop was a Feedburner sticker. You know the one. So I said to him, “I’m sorry – I couldn’t help but notice you have a Feedburner sticker on your laptop…You an online guy?” That’s how I met Evan Brown, Aurora resident, attorney and blogger. We talked for a few minutes about blogging and how we both knew FB’s Rick Klau – another guy who lives out in our neck of the Chicago suburbs.

Feedburner – however indirectly – facilitated this conversation. It started us talking. It opened the dialogue. With a sticker. Not a wiki, not a social network, not a widget. A sticker. I love that.

As I exited Union Station this morning a few people were standing outside handing out coasters for today’s “Coffee Break” promotion from Starbucks. On one side of the coaster is a funny graphic of coffee ring stains with timestamps showing the progression of your coffee consumption. On the other are the details of the giveaway, including time and what exactly being given away.

Far from being some flimsy piece of paper stock, though, this coaster is thick and durable and is a real coaster. Just yesterday I was thinking I needed a good coaster for my desk as I slid a napkin under the water bottle which sweating and dripping all over the place. Starbucks has filled that need. I’m going to use that coaster from here on out, essentially choosing to expose myself to their brand each time I look to put my drink down.

I don’t think enough of us who practice marketing think about what sort of value our efforts can add to the lives of the audience. Maybe it’s not something as utilitarian as a coaster, but the idea of added-value is one that should be every bit as prominent in discussions as such ephemeral topics as engagement and such. How is what you’re doing going to impact the audience in a real and lasting way?

Not only will this coaster act as a reminder of the Starbucks brand, but its placement on my desk will also act as a reminder to me to always question whether what I’m doing is going to have a lasting impact on the audience. If the answer to that is “no” then there’s work yet to be done.

I know that I’m supposed to be falling all over myself to shower Steve Jobs with praise over his recent open letter to the music industry on the future of DRMed music. It’s extremely tempting to read it as the modern version of Martin Luther’s 95 Theses. Some have called it Jobs’ “first blog post” but let’s get serious. Jobs actually blogging in a real, honest to goodness manner is about as likely as Rex Grossman winning a Grammy. Anyway, I don’t actually think Jobs is acting in any sort of altruistic manner. Yes, he wants the user experience to be better and wants music interoperability to be open for all. But that’s all an effort to increase Apple’s marketshare of both the online music and digital music player markets.

If the music labels were to drop their DRM requirements in not only the iTunes Store but others as well, more people will buy iPods since they won’t be locked into competing players that only work with competing stores. And by putting up this letter, Jobs has made himself look like the hero of the working man, a position that it’s hoped will bring more shoppers to iTunes.

I applaud Jobs calling the record labels out like this but wish that more people would apply the same natural skepticism toward his big pronouncement and announcements that they would if, say, Bill Gates had said all this.