• Marketing Heroes: Michael Scataloon

In this semi-regular feature we celebrate those unsung heroes of the marketing world who, faced with products that seemed impossible to market, succeeded in defying the odds to create highly successful campaigns.

---

Marketing Hero #1:
Michael Scataloon

Due to a malfunction in the computers that ran their cutting machines back in the early '80s, a clothing manufacturer accidentally churned out hundreds of thousands of pants with crotches that came down to the knees. Faced with the expense of discarding all this material, the owner of the company took the problem to his ad agency, Dayton, Darton, Burnsten and O'Reilly (DDBO) to see if they could work some magic. Michael Scataloon was a lowly intern at the time, but he was positive he could sell the damaged inventory if given a chance. Since DDBO had nothing to lose, they agreed to put him in charge.

"I knew traditional approaches weren't going to work," Scataloon said in a recent interview with New Pathways in Marketing, "so I set out to explore some nontraditional approaches. We didn't have the formal concept of 'viral' campaigns back then, but essentially that's what I was after. I just needed to define the right demographic. It had to be a demographic with absolutely no fashion sense. Naturally I decided on the rap culture. I figured any group that could base a musical culture around the absence of music, while dressing themselves in cartoon clothing and jewellery was the perfect prospect for our client's pants."

Scataloon approached a couple of rap stars (even today he won't say who they were) and offered a substantial amount of money if they would wear the malformed apparel at some of their public appearances. They weren't eager to take him up on it, however. 

"Here they were, dressed in ludicrously huge, rhinestone-studded sunglasses, gold chains that looked like they'd come from the paste-jewellery counter of a 1940s Kresges, and multi-coloured bandanas with pork-pie hats on top, and they were balking at wearing these pants. Well, I didn't blame them. I had to up the ante considerably before I finally won them over. A few concerts later, however, and suddenly the 'diaper pants' (as our client had taken to calling them), were selling by the hundreds, then thousands. At the end of two months he was sold out."

Scataloon himself was somewhat puzzled by the enormous success, having started with no real marketing philosophy. "I was just banking on the lemming-like behaviour of teens and young adults to emulate their musical heroes." In retrospect, however, he thinks the pants just happened to make a statement which appealed to the members of that particular sub-culture. 

"Rappers would travel from place to place doing marathon battles with other rappers, so on the one hand they had to be mobile, and yet on the other, they had to be able to stand their ground for long periods of time. The pants said: 'When wearing me, you can travel anywhere.' But they also said: "When wearing me, you won't have to move from this spot for a week -- even to use the bathroom.'"

That the campaign was successful is indisputable. It was originally intended to last only until the damaged inventory had been sold off, but the client and the agency soon realized they had a gold-mine on their hands. There were even rumours of a movie being made about the phenomenon.

"I was approached by a Hollywood screenwriter," recalls Scataloon. "He put together a script and shopped it around, but ultimately nothing came of it. I think it was called something like, 'The Cisternhood of the Traveling Pants.'"

Read more...

• New Directions Advertising Symposium summary

Earlier this month one of the most important events in social network marketing took place when the New Advertising Directions Symposium was held in Chicago. Here, in its entirety, is the story from The New Marketing magazine.

---

The New Marketing Magazine
Chicago, April 1, 2009
It takes NADS to promote the new marketing

Walter "The Buzz" Vaine, president, NADS

This past Wednesday saw the first annual conference sponsored by the New Advertising Directions Symposium. Aimed at exploring the expanding opportunities offered by the new media, the symposium is in direct opposition to the assumptions of traditional advertising methodologies.

This discrepancy between the new and old generations was apparent from the moment Walter (The Buzz) Vaine, president of NADS, strode out to greet the crowd, none of whom appeared to be over 35.

“The Old Guard were all about ‘effectiveness’ and ‘sales,’” said Vaine. “We now know that our job goes far beyond these primitive goals, reaching out to the very consciousness of the consumer. No longer do we measure our results in the number of widgets, whatnots, or whatevers that our campaigns sell; instead we look for the ‘conversation,’ the ‘buzz,’ and the ‘insight.’ It is our job to e-enable real-time communities and matrix interactive experiences.

"Or to put it another way, as the motto of the New Advertising Directions Symposium says: ‘The old school had guts, but we’ve got NADS!’”

One of the bold new concepts of the New Marketing is the “Brand Footprint.”

“The brand is everything,” said Vaine. “Rid yourselves of the obsolete idea that consumers are interested in the product. They’re not; they’re interested in the brand, as our research has repeatedly proven. Every time we ask them brand-related questions, whether it be in focus groups, electronic surveys, or on-site questionnaires, consumers invariably respond with brand-related answers. It is the brand, not the product, that we want strutting through their consciousness — and the bigger the footprint it leaves behind, the better.”

The Brand Footprint has become one of the fastest-growing ideas in the marketing industry. While conventional advertising concentrates on making products stand out by drawing attention to their features, the Brand Footprint concentrates on promoting the brand itself, often to the exclusion of the actual product.

“In the Brand Footprint,” Vaine explained, “information about a specific product represents, at the most, the little toe, whereas the ‘sole,’ if you will, consists of the branding. And one of the key points of branding is to keep the brand fresh. Clients have a tendency to become comfortable with a particular name, for example. You need to shake them out of it. Consider the great campaign presently being done changing the name of Electrosol to — well, I can’t remember right now. But that’s a campaign that is doing its ad agency proud.”

Another approach much valued by the New Marketers is Social Marketing, which employs various online social networks such as Facebook and Twitter.

“Whenever you have people talking,” Vaine told his listeners, “you have the chance to walk through their conversations and leave your footprints behind. People join these sites to socialize, but as we can tell by the meandering nature of their conversations, they’re in desperate need of something interesting to talk about. That’s where we come in.”

The three-day conference featured a host of speakers lecturing on a variety of New Market topics. These included William Leakey on, “Making Them Guess: Engaging Consumers Through Ambiguity”; Jill Whedon, who spoke on “Conversing with the Twits: The Strength of Social Marketing”; and Richard Baylee who drew the most enthusiastic response with his seminar, “The ROI is Dead, Long Live the Conversation,” in which he extolled the “democratization of the marketing process.”

The symposium, as befitted the subject matter, was promoted through social marketing. The Facebook page, “Sign up now for NADS,” had 105,492 friends, and “NADSinApril” on Twitter had 78,345 followers. As a result of this promotion, the number of attendees could barely squeeze into the symposium’s meeting place in the basement of St. Mary’s Baptist Church, which only has seating for 45 people.

When asked if we could expect to see another symposium in the future, Vaine said, “With a social-networking promotional success like this, I think you can count on it.”

Read more...

V8 Juice Ads & Canadian Unity

This is a reprint from a satirical piece I did 15 years ago (can that really be right?). During the 1994 National Unity debate, Lucien Bouchard made headlines when he predicted Quebec's separation would lead to the swift fall of English Canada to American invasion.

And then these odd, French-only V8 posters mysteriously began to appear in downtown Toronto.

---

Reprinted from Ad Nauseam, June 14, 1994

Anglophone Canadians trembled recently when Lucien Bouchard revealed a secret American plan to annex Western Canada in the wake of Quebec separation. And while the Bloc Quebecois Leader later denied making such statements (by arguing "I would be crazy. Am I crazy? Am I crazy? Do I look crazy?"), his skilled rhetoric came too late to quell Anglo anxieties.

I only bring this up because in the past week I've  seen not one, but three French-only V8 advertisements in the Wellesley/Yonge/Church streets area: an obvious bid to placate French-speaking vegetable juice drinkers.

The posters, which hang outside two convenience stores, show people drinking a V8. Underneath is the phrase "V8 est a notre gout," which I believe means "V8 prevents gout" — although I am unable to confirm this as my translator isn't talking to me until she determines whether or not Bouchard is, in fact, crazy.

Nevertheless, such a translation makes sense as a ploy to hold onto Quebec. Rich French cooking has been known to cause gout; V8 prevents gout. Subtextually, what the ads are saying is that no matter what Quebec wishes to dish up, we'll eat it.

At the top of the ad is the word "Sante!" which is probably French for "Sanity." What clearer message could we send to Quebec as a plea for Canadian unity? Protesters will storm Ottawa chanting: "My Canada includes Sanity!" and "V8 prevents gout!"

It's this kind of unambiguous sloganism that has worked so well in the past to bring about thoughtful and nuanced political decisions.

Nor should we, as do some, take lightly the threat of separation. While many commentators have pointed out various problems that could arise should Quebec choose independence, M. Bouchard has, in fact, openly stated what the rest of us have hardly dared think: that with Quebec gone there would be nothing to prevent an American invasion. Surely even the most politically naive have known the only reason Canada has not already been annexed by the States is because they have no wish to be saddled with the problem of Quebec nationalists.

And so it is that we salute V8's selfless effort to do its part in keeping Canada together. I'd like to end with one of those rousing French slogans, but I just called my translator and she still hasn't determined Bouchard's mental stability.

Some mysteries may never be solved.

Read more...

Student Presidential Campaign Shows Professional Ineptness

It’s election time on campus. While nobody is quite sure what student presidents actually do, a number of candidates are still eager to reach out to their fellow students and shamelessly beg for the opportunity to do it. On its own, of course, this holds no interest for me. What caught my attention was how many of the candidates, without any training in advertising, have instinctively employed tried-and-true advertising techniques. 

If It Worked for Him…

Most common are those ads whose creativity comes from plagiarising previously successful campaigns. This year, of course, the primary source is Barack Obama, although use of his slogans appears to be limited to students who can claim some degree of ethnicity. The most notable of these are two black students, one of whom promises “Yes, we will,” while another, whose posters feature an image of his face on a coin, asks, “Want change? I’ve got some.” Meanwhile, a Greek student employs the “change” motive in a number of posters such as “Change our student government,” and “change our rights” (one of these rights being a place to relax and even sleep -- a pointless promise since they already have the lectures for that).

I Tell You Three Times

The next most-common advertising method is the simple proclamation: “I am the best.” This is the fall-back position for several of the candidates, although like the real-world counterpart ads, they neglect to provide us with any particular reason for believing in their superiority. “You want the best, vote for ____,” reads a typical sample, or to be honest, pretty well all of them. While “I’m the best” may be an honourable tradition, it’s boringly limited.

The Concept Ad

One candidate has embraced the concept ads popular among agencies promoting high-end purchases, such as luxury cars, perfume, and wrist watches. These generally consist of an artsy photo taking up most of the ad space, coupled with vague copy that seems to say something, but actually doesn't. In this case, a close-up of part of the candidate’s face fills half the poster while the copy asks various life-style questions such as, “Do you want more empowerment?” 

The Snake Oil Cure 

One of the great drawing powers of the snake oil salesmen was their promise to cure every problem facing humanity. One candidate in particular has embraced this style with gusto. Among her many promises are: a student study space (which they already have), a campus radio station (which is financially impossible), and a student-owned book store (which is downright scary).  

Now I’m not faulting the students for their lack of creativity in their campaigns. What disturbs me is that, with only a few minor changes. they are virtually indistinguishable from the kind of advertising that clutters up so much of our media, both in print and online. 

When amateur ads by semi-literate students appear so similar to professional ads by established agencies, it may signal that we’ve got a problem in the industry. 

Read more...

Cultural marketing threatens Keebler Elves and Tetley Tea Folk

---

The following is a reprint of the Ad Nauseam column which appeared in the December 30, 2008 edition of the Metaverse Messenger.

---

While marketing is important, we should always keep in mind its cost to culture. News shows are cluttered with spots which amount to little more than promotions of consumer goods; snack food advertisement has been credited with the increase of obesity among children; and educational institutes have find themselves engaging in various degrees of product placement in return for funds.

But nowhere is the influence of marketing felt stronger than when the commodity being marketed is the culture itself. This can clearly be seen in the case studies of two separate cultures which, as a marketing device, turned to their own heritage.

“Admittedly, tea has always played a large and important role in our culture,” says Earl Bergamot, one of the Tetley Tea Folk’s most prominent citizens, “but over the last few decades it has grown out of all proportion. The only things tourists are interested in these days are the tea-related items: handcrafted tea-pots, coasters, strainers — that sort of thing. Sometimes they’ll pick up a couple of the ankle bells we wear for traditional dances, but only because they’ve seen us dancing on TV.”

Artisans who create the in-demand items find themselves doing a thriving business, and certainly no one is complaining about the much-needed infusion of foreign dollars into the economy. The downside, however, is that many of the other, and equally important, traditional art forms have gone into serious decline.

“Our religious artefacts have all but disappeared,” mourns Bergamot. “I think there are only two artists still producing black-velvet paintings. Our heritage is suffering.”

The second case study involves a culture forced to reinvent its history in order to disassociate itself from characteristics which may not be conducive to the marketing of its products.

“We’re supposed to be cute, ya know?” says Shop Steward Ernest J. Keebler of the Keebler elves; but the cigar-waving figure seated across from me in the office of a large cookie factory is a far cry from his TV persona frequently shown gently encouraging his helpers.

The Keeblerites came into their cookie heritage many centuries back. Representing the losing faction in a civil war fought over labor issues in 1345 AD, they were exiled from the North Pole and forced to start a new society further south. But while they had little in the way of resources, they refused to compromise their most precious principle. “We work, we get paid!” says Ernest, summing up the Keebler philosophy. “It’s as simple as that. We didn’t give in to the f---ing fat man in the red suit and we’re sure as hell not going to give in to anyone else!”

Upon founding their new country in 1347, they were then faced with the challenge of finding a new line of work.

“All we knew was, like, wooden toys, see?” says Ernest, laughing. “Then when the plague started breaking out all over Europe we figured: what the hell — let’s make cookies.” Starting from scratch was no easy task, however.

“Of course, we didn’t know the first thing about cookies, and all our early recipes called for a lot of saw-dust.” Ernest leans forward conspiratorially. “We still make the saw-dust cookies,” he says with a smile. “We just sell ‘em to the dorks in the health food store. It’s amazing what those guys will buy!”

But public image isn’t the only problem facing the Keeblerites. Once a year, after the filming of his popular television, the Cookie Monster beats his annual, month-long retreat to the Keebler valley.

“Man, oh man!” groans Ernest. “When that guy hits town we all know it. And when he brings that a--hole friend of his, Barney, it takes us a full month just to fix the place up again.”

While solutions may yet be a long way off, simply acknowledging the problem is a step in the right direction. The question is, will the cultures be around long enough to benefit?

The pathos of the situation was brought home to me at the end of my interview with Tetley Tea’s Earl Bergamot. The solemn little man took me into a local church and pointed out an empty alcove. “Until it was broken a few years ago,” he said, “there used to be a beautiful plaster-cast bust of Elvis in that space. It still hasn’t been replaced.”

He shook his head sadly. “Our culture is dying.”

Read more...