Bryan Landaburu (aka Reno Bryan, Willie Vega, and Fuze) | Dont call me a blogger

Ad:Tech 2007 San Francisco Recap

Randomized thoughts from Ad:Tech 2007. I have to say that this was my least favorite Ad:Tech in some years.  Nothing exciting, not much new.  Other than getting to meet and talk with the CEO of Organic, i have to say i would give this conference a B+.

Here are some of my notes and ramblings.  They all make sense (to me):

THEMES FOR THE SHOW
» the new ROI is Return on Involvement
» the search box: Pontiac. Increasing use of branding search vs. Url's because consumers browse this way anyway.
» open branding - let customers interact with you and your brand however THEY choose.
» Community concept - good for Entrust, clp, idw, etc...monitor but get at the 'naked truth'
» immediate access to content
» jargon watch "video snacking"
» short form
» video video video
» monetizing ad spend...tougher to realize
» next gen set top boxes based on telco tv. All the players want your bundeled bill. Wave will meld all mediums together. 20Megabit to households within 3yrs.
» 3 screens
» have to create a brand that is "the life of the party" so people will want to hang out with it
» get the web to the core of campaigns - tough shift for big advertisers
» chat and email is not the right time to reach me
» user 'profile' generated content is a huge opportunity...ability to serve ads focused on buyer behavior - don't show me a WalMart ad if I don't buy at WalMart

ECOMMERCE
» reviews have value, if you use the information to shape experience.
» lego derives 20% of sales from paid search (6000 english keywords)
» behavioral targeting -

INTERESTING PARALLELS
» runescape - games
» ad guys at SES
» search & viral are what matter
» ad guys are WAY WAY behind compared to search industry...still trying to harness the TV and create convergence...and regain control of the viewers eyeballs
» shift to ebay model...many carriers of the message...payout, or 'toll' are paid to the 'x' that can match a message to a viewer.
» creatives slow to adapt...people who don't have digital in their portfolio will die on the vine
» focus too much on youth and early adopters...low hanging fruit - easy convert - older audience spends the money.
» if you have the choice...always sell to rich people
» the library of congress staffs a full time person whose job is to monitor secondlife!

QUESTIONS ON ADPOTION
» will mainstream ever get it?
» passive people will embrace advertising without noticing it
» think your brand can launch and monetize a social network? You're wrong. If lays builds a social network it makes the assumption that because you like the same potato chips, you are in the same network...not true

The State of Email Marketing from Ad:Tech San Francisco 2007

My takeaway from a session on Email Marketing:

Despite all the rumors: Email marketing isn't dead. [makes me happy since we have a burgeoning practice around email marketing]

In spite of all the woes of SPAM filters, stuffed inboxes, and inundation with information, email is still a valuable component in the marketing quiver.  Email alone is not as powerful as the mix of components such as: landing pages, conversion pages, subscription pages, etc.  Best practices in email assume the same things any of your marketing components...OPTIMIZATION is key. 

Firing into the abyss with any single component will always have limited success.  The more consistent messages, delivered in the most relevant and frequent means that match your target, will produce the best results (novel idea, i know.).

Here are a few bullets on the state of email from the Ad:Tech San Francisco floor:

• VALIDATED SENDERS - Gaining strength but still not main stream  List hygiene and using a good email provider can greatly help with your deliverability and consumer trust
• Deliverability should be in the high-90% range
• Images are being turned off by default for many ISPs and Outlook 2007.  Need to make messages pretty for text as well.  Also need to account for that fact that your open rates will be lower simply because images are set to off.
• Optimize subscription management landing page.
• Co-reg is still good
• Frequency is dependent on audience...only message as you need to.
• most are doing email - landing - conversion
• Most all have an agency handling creative and message craft, then distribution is internal, tracking internal
• All are re-engaging with their aging lists
• product specials work less than good information
• Headcount in email is typically 1-3 internal, 3-5 external

Of course it is always reassuring to know that Fuze's MessgeCenter systems are still state of the art in terms of data collection, message craft, and statistical analysis.  Do you use them?  You really should.  Call us!

WBV

(another treo post - sorry for the typos)

Ad:Tech San Francisco Session: State of the Agency

 

Tom Bedecarre - CEO, AQUA (hiring)
Martin Reidy - President, Modem Media
Ralph Folz - CEO, Molecular (web consultancy), freestyle interactive (creative), iProspect (search), all ISOBAR companies

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Client Perception:
» clients want to be "digitally led"
» no longer acceptable to not have a strong interactive presence
» projects are becoming MUCH more complex
» traditional agencies won't go away but it is hard to ignore that because they didn't have their act together...audiences shifted online and they missed the boat
» agencies aren't going to be able to fake it.
» new niche...online video - possibly video only agencies
» stop thinking the web is "cheaper" than traditional...it isnt...its more effective.
» agencies will be increasingly paid for their time and thought leadership vs. Media commission or markup...cant do it (and prove it) you lose.
» people will want stability, strong & smart, have scale, and agencies that will be around.
» lead with business problems & solutions
» building environments that allow consumers to interact longer with a brand in a useful way. Reebok running example.

TAKE AWAY'S
» work more friendly with agencies (the good ones)
» be the best agency in the digital age
» everyone is hiring
» agencies who have no digital foundation will need to buy their way into buy their way into digital...or time will pass them by
» I started to think for a while that we needed to grow traditional...doesnt seem wise.

(another treo post - sorry for the typos & grammar)

Su Lou Blue - SoHo NYC

While in NYC this spring, i was lucky enough to catch a show by Anna Palma - a photographer who'se images capture a spectacular vision of childhood and simplicity.  The show was held in SoHo.  Here is a link to some of my phone cam images.  I will try to load some better resolution images soon.  (FYI - I had permission to shoot these.)

Enjoy...

WBV

Chasing Childhood.

I think I finally figured out what it is that I strive for and what I desire to do with myself. I call it "chasing childhood".

Typical of all trips, the hassle getting from A to B is a challenge. We (I) lug pounds of computer bags, cabels, cameras, magazines, cd's and work I probably won't do, etc. Every trip I dream of a time I can leave the house with nothing but my ID in hand, get on a plane and go. No tether back to the office. No thoughts of what isn't getting done...just the overpowering thoughts of what ride to hit first at Disneyland, or does the hotel pool have a slide?

I am a kid at heart but its WAY down inside there these days. So until I catch up with my inner self, my pursuit will be to continue Chasing Childhood until I find it again.

WBV

Jott & Pinger - like Kibbles-n-bits, but different...

Okay,  I spend a big chunk of my life trying to "organize" myself and make myself more efficient.  Yes, I admit it that I am a sucker for anything that claims it can simplify my life through the magic of technology. I will typically give things a look and quickly decide if its good or bad.  My brain is always completely full so unless it looks REALLY simple, and see immediate value and company I can trust, I simply move on.  Recently I stumbled upon a new service that is sure to make its way into my daily life.

While I have described some nifty tools like Plazes, organizers like Basecamp, and other services I use, this one is totally different.  The service is called Jott, it's freshly released to the public, and it's about to become something I use every day.

Here's what it does in a nutshell...

• I call a toll free number Jott provides
• I tell it who i want to "Jott" (myself, my team, anyone)
• I leave a message
• I hang up

In the background, via the magic of the world-wide-web, Jott takes my message and instruction, converts it to SMS and/or an email message, and immediately delivers it to whatever individual or group I specified.  They all get a clean little message, at the same time, and they are able to reply, listen to my original voice message, or simply take my nuggets of wisdom and use it for good (not evil).

Where does this fit?
Jott fits someplace between email, voice mail, and phone.  So much of my day is spent returning emails (or not) that could just as easily been handled via SMS or a simple yes/no.  Jott allows 1-way communication to multiple people in a flash.  For instance:

• I am often "running a little late" and Jott allows me to notify people I am meeting with that I am en route.
• I think a lot on planes, and it is incredibly convenient for me to be able to fire out some to-do lists to my assistant or to one of my team members in a rapid fashion (vs. feverishly ticking my Treo keys till my carpel tunnel syndrome flares up).
• I spend a lot of time in the car and Jott allows me to not text-and-drive (like I do sooooo often) but still get a message out.
• It is convenient if I know someone is in a meeting and I need to get them a message without ringing their phone.
• It is convenient communicating a message to my entire staff, or contacts on a project team, etc.

There are so many uses for this, I could go on and on.  Jott is actually REALLY powerful, yet INCREDIBLY simple.

How much you ask?
For now, Jott is free...though I suppose at some point they will need to sort out how to make some money.  For now, jump on the gravy train.

When i did a little snooping, I found there are competitors in this space.  One of which was called Pinger. Pinger is similar, but seems a little more focused on leaving voice mail messages across carriers.  I don't know, i didn't really get into it.  Give their site a look though too.  They spent some time on their clever Flash animations (so did Jott - but with a little less humor) that demonstrate 3 real-life uses for their tool.  Still though, I didn't feel as compelled to formally try their service.  Jott got my business first.  I guess I was just sold on the pretty face that Jott laid out for me...lets say they had me at H E L L O.

Well, there's some more services to try.  I think they're interesting and useful.  If you don't, you may just be better organized than I am to begin with. 

WBV

THEhotel - what a hotel should be

A business philosophy, my opinions, and my favorites, rolled into a rambling story about the hotel industry...

At a recent conference I got the opportunity to talk with founder and CEO of Joie de Vivre Hospitality, Chip Conley.  Joie de Vivre (JDV from now on 'cause its too hard to spell), is the largest hotelier in California and has a proven model for launching properties that are niche, and hit home with the people that frequent them.  He explained how when they launch a new hotel, the base it on 3 words and a magazine.  For instance, the words and magazine for their property The Phoenix in San Francisco are: Rock-n-roll, irreverent, funky - and the magazine is Rolling Stone.

Chip described that for a guest to enjoy a stay in any particular hotel, especially enough to frequent it, or refer their friends to it, the property must fullfill their expectations and match what they believe they are inside or, what they aspire to be. It must match their persona. We all think of ourselves in a certain way, and we all aspire to be associated and referred to in some way by others.  We like to frequent certain types of places, hang out with certain types of people, dress a certain way, eat at certain places, etc. You get the point.  If a guest chooses a property that doesn't fit their persona, they will likely have a bad stay.  When there is a fit however, the stay can be magical and magnetic. My point is, he's dead right.

For someone like me who will spend at least 60-80 nights a year in a hotel room, I definitely have my preferences and places I like to stay in the places on earth I visit.  We all do.  For instance, I happen to love one of the JDV hotels in the Silicon Valley called the Hotel Los Gatos.  I was first attracted to this hotel because I used to live in Los Gatos and the hotel is built in a residential neighborhood, adjacent to a trendy little downtown, small town, that I love to this day.  I stay there any time I have business in the area...its a great oasis, and matches my persona.

Getting to the point, (and further validating Chip's points) there is one hotel for me, that stands out above all others, as the ultimate hotel.  This is the property aptly named THEhotel, and it is part of Mandalay Bay in Las Vegas.  Now, our new client Boyd Gaming may not want me to tout this so hard, but until Eschelon is open, they dont have a fit for me in Vegas.  For me, THEhotel is "the hotel" against which all other hotels are measured.  It is simply perfect.  Upscale, clean, casino nearby, but no signt nor sounds of a casino when you check in or interact with the property. A nice and lively lobby bar. A spa. A restaurant and nightclub (MIX) with guest elevator access and since it's 60 some-odd floors up, the best views in Vegas. The rooms, all suites, all perfect, all huge...several tv's, separate bedroom, living room, office, bar, 2 bathrooms, incredible beds, beautiful decor, full lighting controls - simply perfect. Everything is designed perfectly from the lobby to the match books, this place leaves NOTHING to be desired.

I love this hotel.  Period. Plain and simple. It matches my "persona" as Chip describes.  I want a place I am proud to tell people I am staying. I want a place that is upscale, well designed (modern), easy to access, and very comfortable when I finally get to bed.  I expect a bed that is as comfortable, or more comfortable that my bed at home. Meticulously clean, nothing out of place, nothing broken or in need of any repair. I want a place I can work comfortably, and when I am done working, I want the ability to seek entertainment close by.  When I wake up, I want coffee and I need my car...they have placed a great coffee bar right next to Valet so by the time they have frothed up your beverage, your car is sitting there ready for you to go. Check, check, and check...THEhotel nails it all. 

The moral of this story...
I find Chip Conley to be one of the most interesting entrepreneurs around.  I believe wholeheartedly in his values and philosophy on business, and I truly believe that people (if given the opportunity) will always do business with people and companies who match their persona.  Businesses must create a persona that matches their target customers. It's why my company Fuze, is a good fit for some, and a bad fit for others. It's why I shop in a certain clothing store, and not another.  Our personas follow us through all our decisions in business and life.  Companies who recognize & harness this, and build a business focused on a persona narrow enough to be different but big enough to cast a wide enough net to make money, will be the most successful in the end.

I will stay in JDV hotels, and other hotels when they match my persona, but when I am in Las Vegas, I promise you, I will ALWAYS be at THEhotel.  Check my Plazes map on this blog and you'll know what time of the month that is.  No pun intended.

WBV

FineTune - Finally Flashie For A Purpose

I admit, I have a love/hate relationship with Flash.  Flash used to illustrate a process, demonstrate a product, introduce a company, provide interactivity within a small space, etc. is all flash for good.  But, I frankly find flash for the most part used by uneducated 'traditional graphic designers' who think the web is the same size as their 5x8 postcard.  The gratuitous use of preloaders, disabling of browser controls, hard to read tiny rasterized type, the list goes on and on...it all leads to a BAD user experience.  Most of these types of designers have just been too lazy, or not smart enough to learn how to embrace a new tool.  People who subscribe to this type of web design (and you know who you are) are dying off because customers wont accept it anymore.

That said, I recently came across a couple new Flash based tools that are simply amazing.  Each demonstrates Flash used for good, and for a purpose.

the first is a product called FineTune
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Another music player...I know, who cares right?  This one is different and better. FineTune lets you immediately load and play music you like.  Using a 'cloud' style feed, FineTune suggests other artists you may be interested in.  There is nothing to download, and from the record company perspective, there is nothing to steal. Its got a little social networking value in that you can create and share your playlists with others.  You can also integrate this into websites, or blogs should you desire.  It's a nice tool to look at and a very innovative spin on something thats very trite and boring.
visit: www.finetune.com

the second is a website from an amazing interactive agency known as: RED
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I promise you will kill an hour figuring out this little world they have created.  Try navigating around, figure out the controls, and oh, by the way, learn about what they do and who they do it for.  Pretty damn amazing on all fronts.
visit: www.ff0000.com/universe

There you have it...Flash, although slow and dangerous behind the wheel, can still serve a purpose.

Enjoy.

WBV

 

My cadillac story, BS.

Let me start by saying I am a Cadillac guy. I own a pile of detroit steel in the form of a '62 Coupe de Ville Kustom. But what has happened to GM? Have they lost it man? They can't seriously think that we buy their latest campaign do they?

Case in point: I don't buy the prophetic wizdom of actor Andy Garcia spew: "When going after a goal, never lose sight of the integrity of the journey."

I have NOTHING against Andy Garcia...but I frankly do not believe he crafted those words or any part of his mycadillacstory.com dribble. A copywriter wrote it, he read it, I am supposed to buy an Escalade. Its nonsense. Not because the car sux (I can't comment on that). Not because the words don't make sense (they do - its a nice sentiment). But because I don't believe the combination was natural...any more than I believe Tiger Woods rolls up to the links in a Buick.

Poo poo on u caddy and GM - GYST. I'm hangin' with my '62...its paid for.

WBV

(posted from my Treo...sorry for the typos)