Lessons from a Punk Marketer: Hold the B.S.

“No more bullshit,” demanded Richard Laermer, author of “Punk Marketing” and “2011: Trendspotting for the Next Decade,” during his keynote address to the American Marketing Association. Along with AMA chapter members from across the continent, I sat in the ballroom admiring Laermer’s razor sharp wit, enthusiasm and brash candor. Living up to his advice, he started by telling us all what he was not going to do. He was not there to provide magic bullet insights that will solve all marketing challenges.

What he did do was bring us marketers down a notch by not pulling punches when railing against ineffective, traditional methods that sidestep the changing reality of the consumer experience. The three things I took away from his brief address:

1) Do deeper research into your target market. This means going beyond the demographic and typical psychographics. Find out what they are exposed to. What are they reading? Watching? Talking about? Making fun of? Rebelling against? Why are they not choosing you?

2) Be honest. Too many times, as marketers, we lie, fib, stretch the truth, over promise and tell our customers what we think they want to hear. This doesn’t work anymore because of the level of noise in the marketplace (i.e. everyone is saying they offer superior customer service) and the consumer’s rising level of skepticism when it comes to superfluous marketing claims. As marketers we need to dig down to find our true market position and authentically present that position in our messages. And when we do it the message needs to be simple…not dumbed-down…simple.

3) Take risks. Not calculated risks (because those really aren’t risks). Taking risks often leads you to non-traditional tactics that break through, or often avoid the clutter. Think of the Mac vs. PC ads. Was it risky to unabashedly go head to head with a major competitor in a mass advertising campaign? Sure. You know that when the idea came up there were people that fell back to old marketing axioms. “We can’t mention the competition in every ad! That would mean that every ad we run is also an ad for them!” Or, “Making fun of the competition will backfire on us!” Taking risks means that we begin to question these old “truths.”

My goal: Take steps to improve in all three of these areas.

Greenwashing Activities: Not good for the environment or your brand.

Ad Age points to a new Nielsen Online study that found that misleading consumers is bad—shocker! The study entitled “Sustainability Through the Eyes and Megaphones of the Blogosphere” finds that misrepresenting the environmental impact of your company, or greenwashing, through advertising and PR is a “fatal corporate strategy.”

Why?

Because of social media. Blogs and other social media sites are very quick to sniff out exaggerated “green” claims, sparking discussion and discontent that spreads like a wildfire (sorry for the environmentally unsound simile). For instance, Greenwashingindex.com is a site that rates the authenticity of green advertisements. Think that Dow Chemical spot touting their environmental responsibility is a bit fishy? You can check out its index rating and join in on the discussion.

This research speaks to authenticity. When we market a product, a service or a company, it is imperative that we are honest about our claims. Trying to jump on the PR bandwagon of trends like the green movement is risky business unless you can do so with transparency. Or unless you have a truly sustainable, green product.

How refreshing would it be to hear a large corporation say “I know we haven’t been very friendly to our environment, but we are trying to change. Here is how we are doing it…”

Authenticity in advertising

The advertisement was for a local car dealership. It was a third tier spot with the local dealer in front of the camera. Trying to jump on the popular topic of fuel efficiency (gas prices here are somewhere between $3.19 and $3.30 a gallon, and climbing), the announcer rattled off some tips on how to improve your gas mileage. The last tip was to buy a brand new pickup that gets up to 23 miles to the gallon.

I thought he was joking.

Since when did 23 miles to the gallon equate to good fuel efficiency?

This is not a post about the environment or gasoline. It is about authenticity.

Do I believe that a car salesman with a lot full of large SUVs to sell is really concerned with me getting better gas mileage? Of course not. He is concerned with selling cars. To do that, he needs people on the lot. So the goal of his advertising is to get me to come to his dealership. If you really get down to it, those annoying ads with screaming announcers talking about a limited sale are actually more authentic.

I’m not saying I like them. They have their own issues and a screaming person is never the best way to market to people. But when you advertise without authenticity, you hurt your brand just as much, if not more, than when you annoy people.

Tim Mathers has a great take on authenticity at the Fast Company blog. His subject is McDonalds and their Shrek healthy diets promotion. Again, McDonalds and healthy eating? Not so authentic.