Jaffe Juice

Z.E.R.O. Paid Media as the New Marketing Model

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:

1. 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...
2. 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
3. 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.
4. 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.

So with that said, I am pleased and proud to present Z.E.R.O.: Zero Paid Media as the New Marketing Model

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. 

1. Buy the book. For yourself. Your clients, colleagues, partners, superiors, subordinates, friends, enemies, frienemies!
2. 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
3. Please review the book on Amazon.com, BN.com etc.
4. Going back to Life after the 30-second spot and Using New Marketing to Prove New Marketing (UNM2PNM) which is very keeping with the Z.E.R.O. theme, if you agree to review the book, I'll send you a copy with my compliments.

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!

Be a hero. Commit to Z.E.R.O.

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Evol8tion Acquires Beancast (and Bob)

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 22^nd, 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.

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Jaffe Juice #169 - New Business Networking with Dave Delaney

I recently sat down with old friend and social media veteran, Dave Delaney, and now author of New Business Networking: How to Effectively Grow Your Business Network Using Online and Offline Methods.

Here is our conversation on how to ahead in today's increasingly cluttered digital, social and connected world. Download or listen live by clicking this link.

And as a reminder, you can purchase his book here.

Subscribe to the podcast via iTunes here for more interviews like this one, as well as my monthly debate with fellow author and thought leader, Mitch

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Kickstarter Update for Z.E.R.O.

Week 3 kicks off today, with 5 to go. Currently, we are at 62 backers and a total amount pledged of $11,857, with the latest being a $1,250 pledge from the folks at Sprinklr.

In keeping with Flip the Funnel, A.D.I.A. and the R of Z.E.R.O. (retention), THANK YOU THANK YOU THANK YOU!

I'd love to get to 100 backers as our next milestone and with your help, we can make this possible.

Please consider participating, especially if you are interested in marketing, media and the future of brands. In addition to the content and experiential rewards on Kickstarter, you also get to be a part of the book (Mr Burns rewards and up...) as well as part of the Z.E.R.O. Kickstarter case study (very meta).

Of course you can participate by pledging and/or spreading the word to others.

Here's the link to the Kickstarter campaign: http://www.kickstarter.com/projects/1166290269/zero-zero-paid-media-as-the-new-marketing-model

 

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Who is Kickstarter for?

Kickstarter interview

From Z.E.R.O. to Hero via Kickstarter

It's hard to resist making this a looooooooooooong post, so instead I'll do my best to be as brief and succinct as possible, so here goes...

My good friend and ex-client, Maarten Albarda and I are co-authoring a book together. It's my 4th book (after Life after the 30-second spot, Join the Conversation and Flip the Funnel) and Maarten's first. Besides sharing the same vision and passion for the subject, we're bringing a 1-2 punch to the table in the form of advertising-agency perspective on the giant elephant in the room: media or rather paid media.

The book is called z.e.r.o. and the sub-title, "zero paid media as the new marketing model" kind of says it all (and in less than 140 characters).

The book posits that in a perfect world, your paid media budget would be z.e.r.o. - literally, but also figuratively in the form of an acronym which stands for Zealots (advocacy), Entrepreneurship (innovation), Retention (customer centricity) and Owned Assets (moving from tenant to landlord)

On one hand, it's me returning to my "Life after" roots, but on the other other (and more poignantly), it's our set up of our premonition of a perfect storm approaching in marketing; one in which the bottom could conceivably fall out of the media model. Fortunately, the world is not perfect and change takes longer than we expect, but then again...just look at how your world has changed in the past few years to validate the fact that sitting and doing nothing is not a viable solution.

For me, it's a bold move for two reasons:

1. I've made the move from being a 3-time published author to self-publishing (thanks to Richard @ Wiley for everything to get me this far and props to my new home, Archway Publishing)
2. We're kickstarting this revolution and here's how you can play a key role.

Kickstarter component:

• Go to Kickstarter and visit our page or just search Kickstarter for Z.E.R.O. or zero
• Check out the video and the overview of the book
• Review the various pledge rewards and become a backer. We've named them after famous misers.
• From the Hetty Green and Warren Buffet (digital and hardcover copies respectively) to the maximum reward, which delivers 10 autographed books and an in-person keynote from either Maarten or myself (only 2 available per person)
• The no-brainer and value rewards are the Mr Burns and Mr Krabs respectively, that also include a 140-character acknowledgement (plug) in the book itself

We just pre-launched the book and Kickstarter campaign at the Festival of Media in Montreux, but here's the crazy part...in just over 24 hours after I hit the publish button (in stealth mode), we've almost hit our initial funding goal of $10,000. With your help, we'll push this over the edge and see how far we can take it.

The wild thing is that the book will become it's own case study insofar that it will demonstrate how we were able to self-publish our book for "z.e.r.o." by tapping into our advocates and leveraging our owned assets. It's U.N.M.2.P.N.M. circa 2005 retooled for 2013.

So...if you're part of my community and/or appreciate my content, show your support on Kickstarter with the pledge amount (or more if your heart desires). I will post regular updates over the 6 week period to acknowledge my backers (which would be you)

And all things being equal, Z.E.R.O. will launch in September of 2013 and will contain the 10-point action plan towards implementing this bold vision towards helping marketing evolve, normalize and allocate scarce resources to a re-prioritized hierarchy of connection points.

 

Innovation at 128,000 feet

Still playing catch up and so here's my Mediapost article from 11/6, which covers Red Bull's incredible Stratos content integration or is it NASA sponsorship? Either way, it was unprecedented, ballsy, mega risky shows why Red Bull marketing deserves to be up on the honors podium, along with all-stars, Nike and Apple.

When I mention the name Baumgartner, you might immediately think of a certain baseball pitcher for the San Francisco Giants. That’s Madison Bumgarner, and I’m referring to Felix Baumgartner, an Austrian skydiver, daredevil and BASE jumper, who – in October of 2012 – set almost broke a world record for free fall/skydiving, but pretty much broke every other brand record in the process:

That previous statement is a gross understatement. This is what he did: He jumped at a distance of 24 miles or 39 kilometers above the Earth. (A plane flyingat 35,000 feet is only 6.6 miles above the Earth. Baumgartner was in a space capsule; in a space suit and could see the curvature of the Earth!)

He become the first person in history to break the sound barrier — putting him in the same category as the Concorde. He reached an estimated speed of 834 miles per hour or 1,342 kilometers per hour, faster than a Boeing 777.

During the fall, Baumgartner went into a spin, where he was seen hurtling through space like a tumbleweed on steroids. Remarkably, he stabilized — and said this was anticipated and under control — and landed on his feet. 

The “mission” itself was five years in the making and has delivered several key insights that will help scientists and aviation experts on the development of equipment, clothing, safety, tourism (!) and evacuation procedures.

Most remarkably, however, this was essentially a giant ad for Red Bull. Ordinarily, I would be on my “Life after the 30-second spot” or “Join the Conversation” soapboxes lambasting brands for elongated, protracted and procrastinated planning cycles in favor of a “real time” and dynamic shortened time to market. But not this time.

Red Bull — yet again — hasn’t just raised the bar; it pretty much obliterated the bar by demonstrating the relevance, role, purpose and utility associated with a brand that has truly invested and vested itself in “extreme” sports and lifestyle. Calling Red Bull a “content marketer” is an insult to Red Bull. Red Bull is so much more.

Not only did it almost literally bring its core positioning to life, “Red Bull gives you wings,” but ishowed an acute understanding and mastery of pure and unadulterated innovation in the form of a unique and original idea that had zero precedent and quite frankly (and again quite literally) no safety net.

I cannot even begin to fathom the thousand ways this could have gone wrong and the huge risk at stake. The “experiment” itself was already aborted once because of weather conditions, but the blunt risk here was the very real possibility and scenario of witnessing a “live death.” (All brought to you by Red Bull.)

Ironically (and it is a monstrous – pun intended – irony), a competitor in the form of Monster Energy drink is currently being sued and subsequently investigated by the FDA for a number of alleged consumption-related deaths.

Conversely, Red Bull brought a symphony to life, with more than 8 million people worldwide watching YouTube’s live stream of the free fall. Within four days, and across 1,700 related clips, it was the second-fastest video: to 50 million views in history. (The first was Kony 2012.)

I look at the average Nascar driver, tattooed or should I say littered with a cacophony of conflicting brand logos and juxtapose this with the clean and clinical branding 24 miles up in the air. I raise a can of congratulations to this marketer.

I speak to marketers worldwide, representing every major corporation. They all envy and want to be like two brands: Nike and Apple. Well, make that three brands: Red Bull joins the hall of fame trinity. 

The combined jealousy and respect are palpable, and so is my advice to every Red Bull wannabee: “Just do It” or to quote Baumgartner’s mentor, retired USAF Colonel Joseph Kittinger: “Start the cameras, and our guardian angel will take care of you.”

Read more: http://www.mediapost.com/publications/article/185877/innovation-at-128000-feet.html?edition=53177#ixzz2C8Qu1RFu

Kraft your Pitch Redux

On Thursday night, June 28th, Evol8tion put on our first branded pitch night called "Kraft your Pitch" in association with Grind and of course Kraft Foods.

This was a pitch night with a twist in the form of two key differences, namely:

1. Instead of pitching to investors, the startup finalists were pitching to brand managers
2. Instead of the 1 winner format, we employed a "everyone's a winner" spirit by providing marketing/agency feedback to all finalists ahead of the pitch night to help them "kraft" their pitch. Our hope is that this feedback will deliver continued value for all their future pitches to investors, brands and agencies.

At the end of the day, it is our belief that every viable startup has a brand soulmate. We equally believe that in startups, brands can find their salvation and solutions to their day-to-day problems (breaking through the clutter, engaging consumers, building brand trust, love and health, creating relevance and resonance, delivering real service and experience, providing utility)

Kraft your Pitch is one of several ways we connect early stage startups to matched brands.

Here is a 2 minute video which summarizes the night:

The finalists (congratulations to you all) were:

• Zokos
• Preplay
• Hatchedit
• GoChime
• Huddlers
• Spacesplitter
• Brouha

...across the following categories:

• Changing the Way we Shop (Shopper Marketing)
• Social TV
• Points and Perks (Loyalty Marketing, Advocacy, Flip the Funnel)
• Technology for Today
• Social Serendipity

If you want to find out who won, watch the video :)

If you'd like to find out more about branded pitch nights, contact us via our website or info [at] startupsforbrands [dot] com

Jaffe Juice #162 - Face Off with author Ed Keller

I recently sat down with Ed Keller, one half of the book Face-to-Face with co-author, Brad Fay (does that make him "Face" or "Face"?) and one half of the firm, Keller-Fay. He's also the author of "The Influentials," which I found to be really landmark in terms of understanding influence, particularly from a word-of-mouth point of view.

Ed and the book Face-to-Face, focuses on REAL word-of-mouth in the REAL world (IRL). Considering that 90% of all conversations about brands take place "offline", he may be onto something here...

So here's our conversation about funnel flipping, cavemen recommendations, facebook, facebook and facebook and influence, amongst many other topics...

Be sure to forward this to any brand marketers you think would benefit from the discussion.

Listen to it LIVE (left click) or download it HERE (right click)

Subscribe to the show via iTunes here

 

Super Bust (at least from an Innovation Standpoint)

Could this be the year that advertiser's finally gave up? Forget #brandbowl. This was the year of #blandbowl.

Last night I was live tweeting as part of Wharton's Future of Advertising program and so actually so most - if not all of the ads - versus actually socializing with human beings and even enjoying the game.

It gave me the opportunity to utter WTF about 20 times. 

I believe there were about 54 to 70 spots depending on different accounts (which may include halftime show or perhaps pre-game), but that seems like a LOT of clutter.

In addition, according to @AlanKercinik - who was keeping me updated on - auto made up about 31% of ALL creative spots. Seriously guys, how are you not all hopping mad that you all just canceled each other out and pretty much zeroed out any ability to differentiate.

Flashy Flashy Flashy. Fast Fast Fast. Bright Bright Bright. Hashtag. Dogs. Hot Chicks. Dogs. 4 Wheels. Hashtag. Overproduced Hyperbole. Hashtag. Fast. Fast. Fast. Brand in question: ?????????

In general, I couldn't believe how over the top and overproduced some of the spots were, to the point where they went completely over the heads of people watching.

Reminder: Most people are inebriated and/or watching with groups of people making lots of noise with the sound of the TV either being drowned out by the noise or turned down.

Reminder: Copy. Text. Spoken Word don't work. Keep it Simple. Stupid which is why Coke's Polar Bears works. It's safe and predictable, but people get it.

To me, I think advertising in the Super Bowl has become a giant ego trip for most advertisers (like the tax prep software one that no one will remember tomorrow) and it's all about the announcement itself, rather than the execution. Look at me...I'm a playa!!!! Yawn.

It should be so simple i.e. focus all your efforts on hitting the fast ball zipping straight down Broadway for a game winning home run...made all the easier if an existing platform/equity can be leveraged (e.g. Polar Bears) but instead it becomes a completely insider and incestuous attempt to outdo one another in terms of lavish production.

...but this post was really meant to be about innovation (or the lack thereof) from the Big Game. Starting with basic new media best practices and integration like making sure your freaking website doesn't crash (Coke, Acura) or how about the complete neglect of your digital storefront; your home i.e. your website.

From what I heard only Bud Light did some kind of intelligent drive to digital via it's Facebook integration to get people to donate money to Animal Rescue Foundation (ARF), although I completely missed it during the spot. People were saying, "why did they use such an ugly dog?" 

All in all, with over 50 spots, only 2 companies did anything that could be called "innovative". Let me be clear...I take my hat off to both companies for their efforts and I wag my (M.I.A. middle finger) at all the others for zzzzzzzz....boring, bland, safe and mediocre creative. That said, I'll also offer a little commentary on what worked/could have worked better.

The first was Coke's Polar Bowl, which apparently had two Andy Serkis characters covered in bulbs reacting live to the game itself and broadcasting themselves as two Polar Bears supporting the Pats and Giants respectively. Ordinarily that would be awesome to follow this live streaming, except for:

1. The scarf colors were ambiguous given both teams sort of wear the same colors
2. The site went down
3. It didn't work on iPad or iPhone, which imho, is how many people would be watching TV these days and especially at a party. I'm sure someone at Coke or their agencies will explain this to me...and I assume it would have worked on Android, but either way, I think it was a missed opportunity 

Next time, take into account how people typically watch TV in a multichannel multiscreen environment.

The second was the Shazam Bud Light integration during the Half Time show with Madonna. The idea was that you'd Shazam the new song by Madonna and then get to download the LMFAO remix. The challenges here were as follows:

• Shazam had to work over the noise of the party (it did)
• There were several steps that had to be followed e.g. verifying age, e-mail address and filling out marketing opt-in boxes (it is what it is)
• The disappointment of not being one of the first million as what happened to me...

Overall, the big winners here were Shazam and LMFAO/Madonna...both getting ridiculous downloads of app and track respectively. I feel Bud Light scored 1,000,000 kudos but fell short on anything from 1 disappointed customer (me) to countless many more millions of potential new customers and/or exisiting loyalists.

Next time don't use a cap and set a record for music downloads!!!

And that's about it from the Super Bowl that really was a Super Bust when it comes to creativity, originality and innovation.

See you next February. Go Giants!!!

 

 

 

 

 

 

Jaffe Juice #157 - Chatting with Author Geoff Ramsey about Digital Impact

I recently sat down with co-founder and CEO of eMarketer, Geoff Ramsey to talk about his new book, Digital Impact.

In addition to being an industry veteran, he's also an all round nice guy and friend.

It was really great to catch up with an "old timer" about the evolution of the new media space.

Buy the book here.

@jaffejuice on Twit-tah.

Listen to it LIVE (left click) or download it HERE (right click)

Subscribe to the show via iTunes here