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Tuesday

Issue #31 Toy Story

March 31, 2009

Welcome back, I missed you too.
The Minute has been MIA for more than a couple of weeks due to the planning, building and diversification of my company.
We are proud to announce that The Moodswing Educational Toy Company will be launching soon.
The most successful marketing ideas meet a current need, want or desire of consumers. Consumers can be easily persuaded to purchase new products especially when it features benefits for their children.
If you are looking for the next hottest product or idea for your customers or your business look no further than the headlines.
I am honored to share with you the thought process from the idea to the finished product.
Our first offering to the market comes from the latest business mantra.
"THE BUSINESS MODEL IS BROKEN"
For two months highly paid stewards of industry have belted out this latest cliché as the reason why that their businesses are suffering or failing. They proclaim their innocence with a shrug of the shoulders as if the last 10 years of ever changing technology and competition snuck up on them in a complete surprise.
If this is the new lesson that we are teaching our kids, then I think that this new toy will be the biggest hit of Christmas 2009.

THE BUSINESS MODEL.
"Guaranteed hours of fun and it’s educational too!"

“Remember Kids, Whatever Happened, it wasn’t your Fault.”

NEXT: We are hoping that our next educational amusement will be in shopping malls around the country by July.
Again as with the Broken Model, the inspiration for this product came from the fastest growing business in the world; The Tax Payer Funded Stimulus Bail Out Programs.
Again, as marketers and business people we must reach the younger generation in order that they can learn about Stimulus and the importance it will play in their future.

THE STIMULUS RIDE
Engage their imagination that will assist them in embracing this concept.
The unique feature of this hot new ride is that it is absolutely FREE.
"Your Kids won’t Pay the Price for this Ride until well into their Future."

MSM: There is more in the world that is out of our individual control than we could imagine in the past. Take stock, look at your business is it living down to the headlines?
I have had clients and acquaintances share with me that their business over the last few months is not only surviving but in some cases it is thriving. Their enthusiasm and determination to continue to do what they do best is motivating to me. They refuse to let the headlines distract them from their goal. I consider myself very fortunate to work with these people everyday.
Life is short, so surround yourself with people who inspire you.
So many people allow self doubt to creep into their business psyche. This is often due to external influences that in reality should have little effect on them. But the fact remains that change is happening and old patterns don't apply. I will share with you again my mental bumper sticker that I use to keep me focused.
“Whatever got you to where you are today is not enough to take you where you want to go”.
With inspiration comes the “will” to learn more. What do I need to do differently? Who can help me? Someone has the answer. I will seek them out.
And laugh at least once a day. That’s an order.
So it is with regret I end this edition with the following sad announcement.
In Memoriam
With all the sadness and trauma going on in the world at the moment, it is worth reflecting on the death of a very important person, which almost went unnoticed last week. Larry LaPrise, the man who wrote "The Hokey Pokey", died peacefully at age 93. The most traumatic part for his family was getting him into the coffin. They put his left leg in. And then the trouble started.


Stay in a good mood,
Brad

Friday

Issue #30 Swimming in Crap

February 27, 2009


In an August 2008 Wall Street Journal interview, Michael Phelps’ agent was quoted saying that his client could earn over 100 million dollars in endorsement and sponsorship deals over his life time.
This week, A Toronto-based company was the latest to cancel an event with Phelps. Power Within, Inc. had scheduled the 23-year-old swimmer to speak at events in Calgary and Vancouver.
Advertising Age reported he has lost at least one sponsor (Kellogg)because of his encounter with a marijuana pipe.

MSM: I am very concerned for Michael. Who can live on less than 100 million?
I don’t want his Olympic accomplishments diminished just because he couldn’t wait and get into the privacy of his own home to…relax.
So good reader, be assured that The Moodswing Minute has taken action and contacted another national client to take on young Michael as their new spokesperson and thereby recovering the lost endorsement money from Kellogg. Michael is committed to this new client as seen here preparing and practicing for his new role.


But seriously, when does the person end and the brand begin. There are various opinions. But one would assume that if you “sell” your name and image for a price, common sense dictates that there is an expectation of behavior from the company paying you that enhances their product brand and credibility. Let alone that you don’t embarrass or drag their company through the tabloids. I would love to get your opinion on endorsements and invite you to leave a comment.
I miss the 80s. Those were the simple times in the world. Business was different and done with integrity. The celebrities knew how to act and conduct themselves as professionals. Embarrassing their employer was unthinkable.

"I don't think we'll ever move definitively away from celebrity endorsers," says David Reeder, vice president of GreenLight, L.A. "They're powerful in the way they draw consumers to a brand. [But] brands will have to be more circumspect with the choices they make."
Indeed, Reeder's company measured advertising during the 2009 Grammy Awards and discovered that only 7% of the television spots that aired during the broadcast featured celebrity endorsements--down from 13% in 2008 and 21% in 2007.

Courtesy: Aaron Baar, From The Media Daily Post, New York.

MSM: YOU are the brand of your company. If you work for a large organization or have your own business, each customer will create in their minds the image and culture of the entire company based on a single interaction. For example: You have just met one person from IBM. That person comes across arrogant and disinterested. The perception created in that one customer’s mind is that IBM must train all of their people to conduct business in that fashion. (Which is not true).
YOU are the product. Your direct competitors have basically the identical product line up as you be it under different product names. The only difference between their company or store is YOU.
YOU
convey the culture, the commitment the attitude of your company or employer. I basically do the same thing that I have done for 25 years, but instead of working or representing someone else, I represent my own company Moodswing Media inc. But still, I am thinking about having a meeting with myself this afternoon, I am not happy with my performance, I am considering downsizing and may have to lay myself off. I have noticed as well that my attitude lately is not where I need it to be. I might send myself home early in order to think about my role within the company and whether I can change and rise to the company’s expectation of myself. I plan to talk to me on Monday. I better let my family know that it might not go well. But I better be careful, if I don’t have all my paperwork in order, I might be able to sue myself over unjust dismissal. The lawyer fees on both sides will kill me, so I would need a large settlement to pay myself. Who knew that running a business would be so difficult?
Stress Costs. Smiles are Free. I thought that I would leave you this week with some free market advice:
You know you’re in a recession when:
· You brag about your new Apple, then go home and eat it
· The census taker rolls a quarter down your block, and counts half the neighborhood
· Your weekend home looks remarkably like your weekday home…which looks like your parents’ home
· Your knobby knees are the only heirlooms you have left.

Stay in a good Mood.
Brad

Thursday

Issue #29 THE Worst Word in Advertising

February 19, 2009
First the set up:
City Of Ottawa Quizzed Over Atheist Ad Rejection

Ottawa is being questioned over why it rejected atheist ads proclaiming "There's probably no God.”
OTTAWA — the chair of Ottawa's transit committee will demand that city staff explain why they refused to allow atheist ads on city buses, even though ads quoting the Bible have been approved by the city and could appear on buses at any time.
The atheist ads, which say, "There's probably no God. Now stop worrying and enjoy your life," began in Britain and have spread around the world.
In Canada they've been on buses in London, Calgary, and Toronto, but were rejected by city staff in Halifax and Ottawa.
Justin Trottier, president of the Freethought Association of Canada, the ads' sponsor, said his group might ask a lawyer if their right to freedom of speech has been breached.

Courtesy: The Ottawa Citizen, Monday February 16, 2009


DID you spot it? Did you see The Worst Word in Advertising?
It is the word “probably.”
The fact that The Free Thought Association uses the word “probably” implies that even they aren’t absolutely convinced in their message. Is there an after life or not? Does GOD exist? Take a stand as a true believing atheist, (oxymoron) the sign should have read: There is No God, Enjoy Life.
If they are right and there is not a higher power, no harm no foul. Who is going to know? It just means that we are all in for “the big dirt sleep” nothing more.
I think that they use “probably” just in case they are wrong and hope that God has a sense of humor. “Oh, Hello Lord, imagine my red face.”
I find the whole issue humorous.
The Free Thought Association has received thousands of dollars worth of free and undeserved local media exposure.
But the word “probably” is not what has generated the attention.
The key to this campaign’s success is that Free Thought needed some uptight bureaucrat to refuse the advertising and that is exactly what they got. If Halifax, Ottawa and other Canadian cities would have accepted this ad placement as a normal course of business as they accept advertising with religious connotations, this campaign would have caused only mild curiosity and would have gone somewhat unnoticed. The Free Thought people were betting on the fact that the public sector is frozen with fear of offending anyone and it worked. I would be surprised if this story is getting as much play in the news in the cities that have accepted the campaign.
If you want to continue to wonder about whether advertising and marketing works use wishy-washy, milk toast, hedge your bet words like “probably”.
Create concepts
that define who you are and what you stand for clearly and imaginatively.
What if some of the most familiar and famous marketers used the atheist approach to advertising. Would you be convinced of their quality of product or the passion for their business?
McDonalds: I’m Probably Lovin’ it.
Nike: You Should Probably Just do it.
Home Depot: You Might do it. We can Probably Help.
Staples: That was Probably Easy.
Allstate Insurance: You’re Probably in Good Hands, Maybe.

WOW! Can you feel the connection, the impact?

If you want your advertising and media dollars to go further, simply offend someone.
By the way, The Free Thought people say the ads are part of a nationwide campaign to raise awareness about the rights of non-believers. So I intend to do “nothing.”
There Is Probably No Recession. Stop Worrying. Now Spend Your Money.
I am almost positive that I have made my point today, so I will leave you a few random thoughts:
- Would a sign on an atheist restaurant read; No shirt No shoes No God?
- Do atheists tell their kids about Santa Claus?
- I have heard that atheist dyslectics don’t believe in dogs.
Stay in good mood,

Brad