Mitch and I resume our monthly "debates" to discuss the agency world, including a very frank discussion about the recent acquisition of Twist Image by WPP. Congrats my friend! @jaffejuice and @mitchjoel
For the rest of you, you would know FIR is one of the longest standing P.R. and Communications podcasts out there. Period. And the best.
I also had the pleasure of working with both Shel and Neville during the crayon days.
Last week, my co-author, Maarten Albarda and I had a great conversation about Z.E.R.O. and I particularly enjoyed the questions from a slightly different perspective (P.R. v Advertising)
You can listen to the post directly here (or if you're subscribed to Across the Sound or Jaffe Juice podcasts, it will download automatically via iTunes). The very thoughtful post on the podcast can be found here.
If you're still interested in reviewing the book, I'll send you a copy. Let me know.
If you'd like to purchase the book, you can do so here. It comes with a full 100% money back guarantee...however you do need to pay us a 10% fee on any incremental revenue or cost savings generated beyond $1,000,000 that comes from the book. Hint: The latter scenario is much more likely (you have been warned)
A month after the book launches, I'm finally getting to the blog post about my 4th book, which I've co-authored with my former client and current friend, Maarten Albarda.
Why has it taken me so long to write about it? I suppose a number of reasons:
I've been really busy with Evol8tion work, extensive travel and a ton of speaking, including giving the Z.E.R.O. Keynote, which I'm happy to say is extremely tight and being tremendously well received. Normally it takes me a while to find the perfect presentation mix, but with Z.E.R.O., I've hit the ground running...
I've had blogger's block or writer's blog or something to that effect. Writing a book really takes everything out of you and I've been waiting to find my writing groove at least on the blog
What I have been doing is writing Online Spin on MediaPost bi-monthly. It's been just over a year now and I'm happy to announce that I'm moving to the "Lead Off" position on Monday's, alternating with Maarten, who makes his debut next Monday.
Most importantly, Z.E.R.O. marketing is all about slow burn and long tail. It's about using existing customers to gain new ones. It's about utilizing customers and advocates in innovative ways, leveraging existing assets as opposed to piggy bagging on the borrowed interest and/or equity of middlemen.
In Z.E.R.O., our position is that a perfect storm is coming…in fact it may already be here. To make this case, we introduce several key arguments: business, economic, consumer, media and creative cases – any of which could – by itself - be enough to be the straw that breaks the camel's back, but when combined presents a perfect storm scenario.
Our central premise is that if media inflation continues to outpace and run away from economic inflation, the bottom may fall out the media model. Put simply, it will become practically impossible to maintain minimum acceptable levels of reach, frequency, share of voice and presence in the marketplace.
Our solution for this eventuality is the Z.E.R.O. Manifesto, which holds that in a perfect world, the optimal paid media budget would be zero. In other words, brands would not need to spend a dime on paid media, because they would have enough customers; enough word-of-mouth; enough rabid fans and advocates; enough referrals; enough partnerships with entrepreneurs, startups and technology investments; and last but not least, enough assets to activate, amplify and monetize. What is an asset? Your people. Your products. Your packaging. Your clothing. Your billboards. Your trucks. Your stores. Your website. Your content.
Talk is cheap. So many books outline a problem, without putting forward a solution. Section 3 introduces a 10-point action plan, which presents 5 ways companies can implement Z.E.R.O. Internally (Cultural, Organizational), as well as 5 ways they can truly bring Z.E.R.O. to life externally (Strategic, Tactical). From compensation to budget setting; from flipping the funnel to innovation. It's all inside.
Whilst the Z.E.R.O. Vision is for brands to shift from being tenants (renting media) to landlords (owning assets), the "hidden message" here is the paid media will continue to exist (after all the world is not perfect), BUT it shifts from being the "go to" first port of call or star of the show to the final piece of the puzzle; a topper up or co-star / supporting member of the cast/ensemble. That's a significant shift as is the call-to-action for brands to audit their connections and ultimately strive for a 50:50 mix between direct:indirect (assets:media) by 2020.
Z.E.R.O. is not for everyone and I think it's important to manage expectations. This book is specifically written for C-suite executives that work for leading brands. Which doesn't mean to say that if you are a small business owner, this book isn't for you. In fact, you should look at the struggles and challenges presenting themselves to larger companies as your "foot in the door" or gain. In the 10-point action plan for example, the first 5 items that Maarten writes about from first-hand invaluable experience should all be second nature to you and non-issues. So skip past these if you like...or plan for the time when you get so big that you too will suck (as Jay Chiat once said)
And now comes the part where I ask for your help.
Buy the book. For yourself. Your clients, colleagues, partners, superiors, subordinates, friends, enemies, frienemies!
If you buy in bulk, I will do my best to help you out. Just contact me. I'll also try and sign copies for you, which can be done a variety of ways
Maarten and I know that this book will leave a lot of people very uncomfortable, but it's tough love at worst and a game changer at best. Maarten and I put it this way: if we're wrong about this, you're a winner because you diversified your portfolio, you retook control as a marketer and you invested in your customer...but if we're right about this, well then you just obliterated your competition, potentially changed the game and who knows...perhaps transformed marketing from a cost center to a revenue generator. Maybe you even discovered the next Snapchat, GroupOn or Instagram in the process.
So if you haven't done so already, please give Z.E.R.O. a try. Based on the reactions we're getting from brand marketers who have embraced #zeropaidmedia already, you'll be glad you did!
Yes, it's that time of the year again. Time to rock the vote as the SxSW panel picker moves into overdrive and the audience participation phase of the rigorous selection process begins.
For those of you who don't know what SxSW (South By Southwest) is, check out the Wikipedia Entry. Or if not, in short it's essentially the banner event in the entire interactive/new media/social media/emerging media (you get the picture) calendar. Think CES for consumer electronics. Cannes for Advertising. SxSW for Interactive. The festival is not only for the geeks. There's also a Film and Music festival and for those of you that can make all 3 (Interactive and Music run back to back, but Film bleeds into both), you'll benefit tremendously from the blurring and synergy that comes from naturally overlapping trades.
One of the great things about SxSW is that anyone (and I mean ANYONE) can share the stage via the Panel Picker process. Literally thousands of proposal are submitted and via a 3-pronged vetting system (staff picks, advisory board, public), the eventual shortlist is chosen.
My 4th and new book, Z.E.R.O.: Zero paid media as the new marketing model, will be on bookshelves in October and hot on the heels of this release will be a book reading proposal at SxSW, where myself and my co-author, Maarten Albarda, will highlight key excerpts, takeways and central themes of the book.
In 2013, myself and the Evol8tion team are actually under consideration for 3 separate panels. If all my panels make it, I would have to choose one (the rules), so let's cross this "good problem to have" bridge when we come to it :)
To make things easier, Evol8tion created a simple splash page, which highlights the 3 panels and links to their voting page. For your information, the 3 panels are:
Domino's recently announced they were giving $500 "Pizzavestments" to 30 startups. I'd like to match the offer with $15,000 of my own money. There's just no way an individual should be able to match a giant corporation when it comes to making a commitment to startups, but there you go...
To Domino's CEO, Patrick Doyle: "Patrick, I think you're awesome. You've done a phenomenal job all round and led the brand through the YouTube fiasco to the well documented, Pizza Turnaround. I totally get the connection between pizza and burning the midnight oil, but I think you can do better. This isn't a fad, gimmick or ad campaign. Innovation is the lifeblood of corporate evolution and survival. Contact me and let's figure out a better way to spend our $30,000 and then some with bright and talented startups."
This offer is conditional on Patrick making contact with me and the two of us sitting down to brainstorm as per the challenge above. I will not be providing Pizza, but I'm happy to invest in these companies commensurately.
Microsoft just announced they are to write off close to $900m of excess inventory on their Surface tablets. OMG! How is this kind of colossal failure possible? Add the ridiculous amount of money spent wasted on marketing and advertising and you have a billion dollar white elephant and migraine.
I'm sure the surface is not a lemon, but I wouldn't know because all I see on TV is a bunch of out of work actors who can't a job on Apple commercials (because Apple just uses blue shirt geeks now in their commercials) dancing around like cool kids, snapping their surfaces.
Hint: It's a tablet, not a musical instrument.
This is a classic example of old school marketing that simply does not integrate digital and social best practices from 5-10 years ago.
To the execs at Microsoft, I'd like to volunteer my services free of charge to help you turn your frown upside down and Flip your Funnel.
I'm thrilled to announce that as of July 1st, we have two new additions to the growing Evol8tion family: The BeanCast and its host, Bob Knorpp.
The BeanCast is "The Best Marketing Podcast Anywhere" (I know this because it says so on the website) and Bob is "The Best Host Anywhere" (I know this because I've been on the show since pretty much the beginning)
I've been a regular since the early days of the show. The earliest I could find was this episode from 2009. For those of you who don't know The BeanCast, it's a weekly panel discussion on marketing, with a particular emphasis on the digital, social, mobile and emerging categories. At Evol8tion, we call that the "Innovation Continuum" (can you see a connection here?)
As one of the earliest podcasters, I remain extremely bullish on the potential and future for "the spoken work" in an increasingly digital, social and connected world. I suppose it's proof positive of the power of podcasting (alliteration) that both Bob and the Beancast have found a home under the bridge between Madison Avenue and Mountain View.
Bob joins Evol8tion as SVP, Chief Analyst of our BrandWatch product. BrandWatch is a subscription-based insight product designed to help brands understand, prioritize and evaluate their innovation needs. Bob will also use his editorial juices to invest in our Madison & Mountain View (MplusMV) publishing asset.
From an structural standpoint, nothing will change with the show itself. Bob will continue to host and maintain full editorial control. He will also continue to manage the business side of the show. What will change is that the content will become much richer and deeper as a result of Evol8tion’s BrandWatch product.
If you want to listen to a brief fireside chat between Bob and myself, here it is. OK, so we didn't sit around a fire, but it was hot enough outside today so justify the heat reference!
The full press release is below, which also documents a series of new hires, new clients and new solutions at our innovation agency:
For Immediate Release:
Evol8tion Continues Expansion With BeanCast Acquisition
BeanCast Founder Bob Knorpp Joins Evol8tion Team To Lead BrandWatch™ Offering
July 22nd, 2013
Evol8tion (pronounced Evolution), the innovation agency co-founded by Joseph Jaffe and Gina Waldhorn, today announced they have acquired Bob Knorpp’s BeanCast Marketing Podcast for an undisclosed amount. The audio podcast features a weekly discussion with a rotating panel of global advertising and marketing experts, serving up to 75,000 shows a month.
“We’re excited to include The BeanCast as part of the Evol8tion content offering,” said Mr. Jaffe. “Our goal is to help our brand clients connect to the latest trends and innovations, and match them to startups that fit their needs. The BeanCast is clearly the best show covering the advertising technology space, and having its research and insight resources onboard will add even more value to our clients.”
As part of the deal, show host Bob Knorpp will join the Evol8tion team as SVP, Chief Analyst for BrandWatch, a subscription-based insight product designed to help brands understand, prioritize and evaluate their innovation needs.
“My vision for The BeanCast was always to provide the best possible insights and education to the marketing community,” said Knorpp. “Heading up Evol8tion’s BrandWatch product allows me to greatly enhance the quality of The BeanCast content, while more fully exploring my passion for informing and training the brand world.”
Knorpp is one of several new hires at the rapidly expanding company, joining Lauren Brown and Jessica Peltz; senior talent recruits from Carat and Zenith Media respectively.
These hires are hot on the heels of multiple key milestones for a company growing exponentially in its second year of operation. Evol8tion recently added Mondelez International to a roster of clients that already includes ABInBev and Unilever. Evol8tion is also currently running the popular Mobile Futures program with Mondelez International, currently wrapping up its North America phase and rolling out in Brazil.
Said Gina Waldhorn, Evol8tion's co-founder and COO, "We are seeing more and more blue chip brands committing themselves to consumer-facing technology innovation in digital, social, mobile and emerging platforms. Evol8tion is playing a key role in facilitating these important connections, having just finished our 15th in-market pilot program in just over a year."
Started in January 2012, Evol8tion (www.startupsforbrands.com) provides brands with a strategic and systematic process to connect with “matched” early-stage startups. Evol8tion’s core offering includes BrandWatch™, an education and evaluation framework, and BrandMatch™, an execution framework, which combine to both qualify and quantify technology solutions to solve business problems.
The BeanCast (www.thebeancast.com), now in it’s sixth year of production, will continue to produce weekly shows with Knorpp as host and producer.
Mitch and I sit down for our monthly debate and this one is a great discussion on the evolution of online video - Vine, Instagram Video and more. Some really great concepts introduced like "Authentic Place" vs "Authentic Voice" and more. Keeper quote: "The 30-second spot was the original SnapChat!" @jaffejuice and @mitchjoel
In this episode of our monthly debates, Mitch and I tackled the "Rise of Machines" i.e. automation of marketing & advertising versus "How do you Scale Humanity?" with respect to investing in talent and "humans" to serve "other humans." It's The Matrix meets Sixth Sense. Creepy! @mitchjoel and @jaffejuice
to the reincarnated and reinvigorated Jaffe Juice.
What was once a weekly op-ed column is now an unshackled, uncensored and uninhibited dialogue
on the subjects of new marketing, advertising and creativity.