Did Chrysler's Super Bowl ad do well for the city of Detroit? On the surface, it seems like it did. But I wonder whether the message of the spot is aligned appropriately with Detroit's rebuilding effort.
I love Detroit. I spent almost 12-years in Metro-Detroit. I represent a minority of people that actually think the city is pretty great. For me, it was the first major city I had lived in. It was the first time I was settled in a city that had professional sports, good theater options, diverse cultures, top-notch music concerts, terrific festivals, etc. Having grown up in Columbus - which has evolved to become quite a phenomenal city in-and-of itself - we just didn't have the kinds of options that bigger cities had. Of-course, that's all changed for Columbus, but during the 70s and 80s, Columbus was a small town trying to find its niche.
While Chrysler's "Imported from Detroit" spot grabbed at the emotional strings within me and millions of others, from what I know about Detroit and how it's dealing with today's economic turmoil, I believe the spot was mis-aligned with the message that the city is trying to project. Sure, the filming was great, and it shined a positive light on a city that has been more-often-than-not exposed as a city of blight. But I wonder whether people noticed the lack of consistency between what Chrysler expressed in its spot, and what the goals of the city are.
Detroit doesn't want to be the Motor City. It wants the automobile to be a part of its personality, but it doesn't want to be defined as the Motor City anymore. As the spot begins, the city has been "through hell and back", and that's largely due to its reliance on the automotive industry. Today, Detroit is trying to position itself as something else - the alternative energy capital of America, a creative hotbed, Midwest's cultural center, Hockeytown...the list goes on.
So while Chrysler should be appreciated for its positive depiction of the city, I argue that the company didn't do its homework in aligning it's business goals - to sell cars - with the community's goals - to shed its legacy of being the automotive manufacturing center.
Did Chrysler sit down with the city's economic development staff to understand their vision for the city? Did it meet with the city's chamber of commerce? Did they sit down with the Dan Gilberts and Peter Karmanoses of Detroit to talk about why they felt it was so important to relocate their companies' headquarters in the heart of the city? Did they meet with the ex-automotive suppliers who have now transformed their businesses to make parts for wind turbines instead of cars?
I don't know the answer to this, of-course, but my guess would be "no". Had they done their due diligence, they may have created a spot that was less about manufacturing (check out the shots of workers on the assembly lines) and more about how the the city is striving to be relevant in the 21st Century. The city is looking forward - beyond its automotive legacy. Chrysler would have done well for itself, and the city, had it aligned its message with the goals of the community. Chrysler should certainly position itself as a part of the solution for a town that needs one. It just needs to recognize the goals of the town, and determine how Chrysler fits in with these goals before producing a beautiful commercial.
Showing posts with label alterantive energy. Show all posts
Showing posts with label alterantive energy. Show all posts
Tuesday, February 8, 2011
Tuesday, July 28, 2009
"Outcomes. Not Outputs." That's Transformation!
I’m sure this blog entry is going to get some blood boiling by my industry colleagues – who are good friends and smart people. But I can’t help but notice that many PR and lobbying firms out there are still promoting the same old line tactics and outputs for their clients while the world as we know it is transforming.
That’s why The Milenthal Group is so successfully pursuing new business with the mantra “Outcomes. Not Outputs.” So what does this mean?
For PR and lobbying firms, “outputs” are measured by the number of mentions in the paper or the number of legislators visited. It’s an important tactic, but it is just that…a tactic. And it hinges on winning desperate short term battles year to year rather than building solid, long-term success. Granted, many of the businesses or organizations we meet with are consumed with these tangible, short term results – “Get me in Business First.”; “Make sure you get me a meeting...” “Stop this." “Protect me from that.”
It’s so short-sighted for clients to wait until it’s too late to start with these desperate tactics, rather than first honing in on the power and centrality of what they are trying to sell or advocate. Why in earth’s name do most entities wait until the train is leaving the station before they set the context of how the stakeholder should think of us? Always too late----and way too often a dollar short.
Aiming at permanent outcomes, however, is quite a bit different. Permanent outcomes are achieved through strategic planning, brand development, message platforms, forming and amplifying your points-of-view around a topic or issue that makes the ultimate goal an affirmation of your capability---- not a Hail Mary pass to stop something or avoid it.
Outcomes are measured by achieving permanent goals – like becoming the voice for Ohio health and wellness…or positioning your company for a new era of health care…or teaching the state that alternatives to oil can be produced right here in Ohio…or that Ohio agriculture offers multi-faceted opportunities to feed the world and sustain energy independence. We see that clients that are open to the idea of achieving long term outcomes are typically in a transformational stage…they are rebranding themselves, positioning themselves for the birth of a new industry or a new attitude or a new arena to play in.
A press release in the newspaper or a sit down with a legislator or a DVR-deleted TV ad may be part of what we do, but they are now only a small component of what works in today’s world. To achieve ultimate outcomes, we turn our efforts to transformational marketing approaches – provocative blogging, coalition building, social network marketing, experiential marketing, custom television shows, etc. We understand that in these transformation times, clients need transformational packaging and transformational communications systems. Success to our clients means being positioned as a “new” organization driving a point of view as the dust swirls…and then standing atop the heap once the dust of change has settled.
The world has reset itself, friends. Are you going to reset with it or pretend you can recover the past?
Jon Milenthal is vice president of The Milenthal Group – a strategic marketing firm focused on helping "game changers" transition from ideation to commercialization, or from public unawareness to mass movement by helping develop their missions, create brands, establish persuasive selling propositions and find a powerful voice in today's new ideology and new economy.
That’s why The Milenthal Group is so successfully pursuing new business with the mantra “Outcomes. Not Outputs.” So what does this mean?
For PR and lobbying firms, “outputs” are measured by the number of mentions in the paper or the number of legislators visited. It’s an important tactic, but it is just that…a tactic. And it hinges on winning desperate short term battles year to year rather than building solid, long-term success. Granted, many of the businesses or organizations we meet with are consumed with these tangible, short term results – “Get me in Business First.”; “Make sure you get me a meeting...” “Stop this." “Protect me from that.”
It’s so short-sighted for clients to wait until it’s too late to start with these desperate tactics, rather than first honing in on the power and centrality of what they are trying to sell or advocate. Why in earth’s name do most entities wait until the train is leaving the station before they set the context of how the stakeholder should think of us? Always too late----and way too often a dollar short.
Aiming at permanent outcomes, however, is quite a bit different. Permanent outcomes are achieved through strategic planning, brand development, message platforms, forming and amplifying your points-of-view around a topic or issue that makes the ultimate goal an affirmation of your capability---- not a Hail Mary pass to stop something or avoid it.
Outcomes are measured by achieving permanent goals – like becoming the voice for Ohio health and wellness…or positioning your company for a new era of health care…or teaching the state that alternatives to oil can be produced right here in Ohio…or that Ohio agriculture offers multi-faceted opportunities to feed the world and sustain energy independence. We see that clients that are open to the idea of achieving long term outcomes are typically in a transformational stage…they are rebranding themselves, positioning themselves for the birth of a new industry or a new attitude or a new arena to play in.
A press release in the newspaper or a sit down with a legislator or a DVR-deleted TV ad may be part of what we do, but they are now only a small component of what works in today’s world. To achieve ultimate outcomes, we turn our efforts to transformational marketing approaches – provocative blogging, coalition building, social network marketing, experiential marketing, custom television shows, etc. We understand that in these transformation times, clients need transformational packaging and transformational communications systems. Success to our clients means being positioned as a “new” organization driving a point of view as the dust swirls…and then standing atop the heap once the dust of change has settled.
The world has reset itself, friends. Are you going to reset with it or pretend you can recover the past?
Jon Milenthal is vice president of The Milenthal Group – a strategic marketing firm focused on helping "game changers" transition from ideation to commercialization, or from public unawareness to mass movement by helping develop their missions, create brands, establish persuasive selling propositions and find a powerful voice in today's new ideology and new economy.
Thursday, April 2, 2009
I Think I Found an Oasis
I think I visited an oasis last week. I attended a conference at Babson College – the Babson Entrepreneurial Energy Expo – where I sat on a panel discussion about marketing for new energy companies. A friend/colleague of mine thought my participation would be productive. So I accepted the invitation as a business development opportunity. But when it was all said and done, I think I found an oasis.
Why? Because this conference, with its professionalism, insight, attendance and high-profile speakers, was organized entirely by Babson students studying to be entrepreneurs in the cleantech space! From concept to execution, the whole event was student driven. I remember my college days – and organizing a conference was the furthest thing I was interested in doing.
Since this conference was put on by students – and attended by many, as well – it possessed this sense of innocence and purity that we frankly don’t see much of in today’s business world. For a brief time, I was removed from the negativity of our current economic problems. I was no longer reminded at every turn of all the strife and greed and finger-pointing our world is enduring today.
I sat with several MBA students during our VIP dinner, and talked with them about the business environment, and their aspirations. I joked with one young man about taking a job with our firm – “We’ll pay you $20,000 a year!” I jarred – my first salary out of college, by the way.
“That’s OK,” he said. “It’s not the money that I’m interested in. It’s the cause. If I focus on the cause, the money will come.” Maybe he didn’t get my humor, but boy was I floored by his response!
These kids (20-somethings are kids to me, now) are so passionate about just making a difference, that they have put all their trust in success behind it. One woman got up during the dinner and announced that she was not studying to be in the cleantech field. “I want to be a preschool teacher, but I want to learn about how to promote a clean environment so I can pass that knowledge and practice onto the children I hope to teach.” I sure hope my kids get her as a teacher one day.
I’ve done a lot of research and reading on generational differences throughout my career – Baby boomers flipping society on its head; Gen X being molded by divorce and two working parents. Generation Y has been coined the “next great generation” because of their ability to look past people’s differences to find what makes us all similar. This generation has such a sense of optimism and compassion for humanity.
And for a brief period, I got to visit their little oasis outside Boston. It gave me a glimpse of how the ideals of our next generation of leaders will lead. I think all will be good.
Jon Milenthal is vice president of The Milenthal Group – a strategic marketing firm focused on helping "game changers" transition from ideation to commercialization, or from public unawareness to mass movement by helping develop their missions, create brands, establish persuasive selling propositions and find a powerful voice in today's new ideology and new economy.
Why? Because this conference, with its professionalism, insight, attendance and high-profile speakers, was organized entirely by Babson students studying to be entrepreneurs in the cleantech space! From concept to execution, the whole event was student driven. I remember my college days – and organizing a conference was the furthest thing I was interested in doing.
Since this conference was put on by students – and attended by many, as well – it possessed this sense of innocence and purity that we frankly don’t see much of in today’s business world. For a brief time, I was removed from the negativity of our current economic problems. I was no longer reminded at every turn of all the strife and greed and finger-pointing our world is enduring today.
I sat with several MBA students during our VIP dinner, and talked with them about the business environment, and their aspirations. I joked with one young man about taking a job with our firm – “We’ll pay you $20,000 a year!” I jarred – my first salary out of college, by the way.
“That’s OK,” he said. “It’s not the money that I’m interested in. It’s the cause. If I focus on the cause, the money will come.” Maybe he didn’t get my humor, but boy was I floored by his response!
These kids (20-somethings are kids to me, now) are so passionate about just making a difference, that they have put all their trust in success behind it. One woman got up during the dinner and announced that she was not studying to be in the cleantech field. “I want to be a preschool teacher, but I want to learn about how to promote a clean environment so I can pass that knowledge and practice onto the children I hope to teach.” I sure hope my kids get her as a teacher one day.
I’ve done a lot of research and reading on generational differences throughout my career – Baby boomers flipping society on its head; Gen X being molded by divorce and two working parents. Generation Y has been coined the “next great generation” because of their ability to look past people’s differences to find what makes us all similar. This generation has such a sense of optimism and compassion for humanity.
And for a brief period, I got to visit their little oasis outside Boston. It gave me a glimpse of how the ideals of our next generation of leaders will lead. I think all will be good.
Jon Milenthal is vice president of The Milenthal Group – a strategic marketing firm focused on helping "game changers" transition from ideation to commercialization, or from public unawareness to mass movement by helping develop their missions, create brands, establish persuasive selling propositions and find a powerful voice in today's new ideology and new economy.
Monday, March 2, 2009
...And What About Your Marketing Plan?
I spent last week in San Francisco at the CleanTech Group conference. For those of you not familiar with this company, CleanTech is a trade organization for the innovative companies in the cleantech and new energy space, and the venture capital companies that focus their investment dollars on this industry. It was a great experience, and I was encouraged that many attendees were actually optimistic about where our country is going, as opposed to all the negativity that we read day in and day out in the news.
But what still frustrates me when attending these events is the lack of focus on how these innovators plan to market their products or services. All these companies get an opportunity to present their inventions to investors – and many of the inventions are quite impressive. But when they end their presentations, I’m left wondering, “And what about your marketing plan?”
Even at an early stage, you “game changers” need to be outward with your brands. You need to communicate your points-of-view, be controversial if your product is disruptive to current technologies, establish a language that gets at the core of what you stand for and how you benefit the end user. You need to be intimate with your target audience(s), know what motivates them, and communicate in a way that is persuasive and profound.
We have a client that is at an early stage of development – striving to find funding, working to commercialize its solutions, providing research and development to progress the overall industry in which the company operates. Our client has a strong point-of-view that is counter to many of the experts in the field. We’re helping him amplify his voice through a new website, blogging, LinkedIn groups, op-ed pieces and introducing him to influencers with purse strings. This client understands the benefits of creating a brand now in an effort to be a thought-leader in the industry.
The majority of people I met at the conference commended our company for entering the space. And they all agree that smart marketing is essential to making bigger strides. I just hope it wasn’t optimistic rhetoric, and that they actually move on developing that marketing plan. Maybe next time I attend, I’ll say after these presentations, “…and what a great marketing program to actually generate sales!”
Jon Milenthal is vice president of The Milenthal Group – a strategic marketing firm focused on helping "game changers" transition from ideation to commercialization, or from public unawareness to mass movement by helping develop their missions, create brands, establish persuasive selling propositions and find a powerful voice in today's new ideology and new economy.
But what still frustrates me when attending these events is the lack of focus on how these innovators plan to market their products or services. All these companies get an opportunity to present their inventions to investors – and many of the inventions are quite impressive. But when they end their presentations, I’m left wondering, “And what about your marketing plan?”
Even at an early stage, you “game changers” need to be outward with your brands. You need to communicate your points-of-view, be controversial if your product is disruptive to current technologies, establish a language that gets at the core of what you stand for and how you benefit the end user. You need to be intimate with your target audience(s), know what motivates them, and communicate in a way that is persuasive and profound.
We have a client that is at an early stage of development – striving to find funding, working to commercialize its solutions, providing research and development to progress the overall industry in which the company operates. Our client has a strong point-of-view that is counter to many of the experts in the field. We’re helping him amplify his voice through a new website, blogging, LinkedIn groups, op-ed pieces and introducing him to influencers with purse strings. This client understands the benefits of creating a brand now in an effort to be a thought-leader in the industry.
The majority of people I met at the conference commended our company for entering the space. And they all agree that smart marketing is essential to making bigger strides. I just hope it wasn’t optimistic rhetoric, and that they actually move on developing that marketing plan. Maybe next time I attend, I’ll say after these presentations, “…and what a great marketing program to actually generate sales!”
Jon Milenthal is vice president of The Milenthal Group – a strategic marketing firm focused on helping "game changers" transition from ideation to commercialization, or from public unawareness to mass movement by helping develop their missions, create brands, establish persuasive selling propositions and find a powerful voice in today's new ideology and new economy.
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