Remember when Burger King first showed us how to “Wake Up with the King” with a series of commercials that showed a really weird guy in a mascot get-up?  Everyone seemed to be a little freaked out by him; but now everyone sees him as a mainstream character.  If you’re working on business development inside a start-up, this is how your clients will view your new product, and your goal is to get them thinking about your product as something they need to have.

http://www.youtube.com/watch?v=x4_5qoy4oaQ

Like the BK commercials, starting out, your clients are a little shocked and distorted by the images shown to them.  After their initial confusion has passed,they quickly try to process and translate the images that have just passed in front of their eyes.  This is the part where you have to be on top of your game because it’s now your job to “connect the dots” for them.  If you fail at this juncture, then you will lose your prospect quickly; and it’s will be terribly hard to get them listening again.

These 3 things will help get them interested and the conversation warm:

1)    Know Your Product In and Out – Seems obvious right?  Well, it’s not enough to know just your product.  You must to know all the ones that are alike, seems alike and nowhere near alike.  This is your golden opportunity to establish yourself as an expert.  In a business relationship, this is what will make you trustworthy.
2)    Be Familiar with Their Needs – Don’t be arrogant in trying to know more about the client’s business needs than they do.  You won’t, and it makes you look unprofessional.  Some business development professionals are so anxious to get a client that they start sprouting off irrelevant ideas.  Instead, have an idea of what they might be looking for and begin a dialogue with your prospect at that point.  Listen!
3)    Establish a Strong Follow-Up Agenda – You just found out their true needs, so how can you possibly have a solution for them already?  If you’re selling something revolutionary, then you can’t.  Even if you think you already have a “God-like” solution in mind, establish a follow-up agenda.  It will show that A) You care about their brand and want to give them the best possible solution and B) You now have a reason to follow-up that is mutually beneficial.

When selling a “revolutionary” product, it’s important to remember that they don’t have to have your business because in their mind they have survived to this point without it.  It’s your job to understand your product and their needs, so you can “connect the dots” for them.

These 3 simple strategies will help you sell like The King by helping potential clients brush off the initial confusion of your product and get them to look at your product as a mainstay of their business success.

Recent research by In-Stat found the following:

*Almost 20% of game-playing respondents to an In-Stat consumer survey report downloading games from Internet sites other than their mobile carrier’s site.
*Of the 2,000 respondents, 29.5% reported playing games on their mobile handsets.
*In-Stat predicts the global mobile gaming market will top $6.8 billion by 2013.

Source: Cellular News

Stats surrounding mobile advertising are always out of this world because no one really has a clue where it’s going to go.   My curiosity runs high in this market because, like everyone else, I see so much potential.  However, like several other advertising mediums, it lacks a standard structure.

Google’s Android is about to release on the T-Mobile G1 in an attempt to compete with the iPhone.  Right now, a ton of money exists in the application market, but it is subsidized by user-purchases not advertising.  However, only 20% of cell phone users use smart phones (Blackberry, Android, iPhone), so how do companies capitalize on the rest of the market aside from ringtones, SMS and MMS?

What do you see as the next big step in mobile advertising?

Microsoft’s ego is so large that they fail to acknowledge the principles that have helped make Apple a successful lifestyle products company and are increasingly losing market share in the computer space.  Since Steve Jobs has come on board, he has shown Apple as a simple design company by using young and fresh technology, and their ads have always reflected this.  Microsoft’s new Vista strategy is to do the opposite with a 54-year old comedian.  Really?

I have always loved Seinfeld and Apple.  I don’t hate Microsoft at all, but I feel as though the only reason I keep a copy of their OS (Windows) on my MacBook Pro is because I have to do so, and I rarely use it.  I assume that most Windows users feel the same.  More and more people are asking me if they can buy a Mac and still do “A, B or C” on the Mac like they do Windows.  95% of the time, I answer, “Yes.”

http://www.youtube.com/watch?v=EgCG7PqwQF0

Since Apple switched from Apple Computer, they have run their “Windows versus Mac” ads that use Justin Long to illustrate Leopard’s superiority over Windows.  Apple has always had a high cool factor, but the ads are genius because they bring the idea of switching to consumers in a simple fashion.

Microsoft wants to attract a new generation of users by targeting young people.  According to the Wall Street Journal, Microsoft is about to unveil a “Seinfeld Campus Tour” around the country where Jerry Seinfeld and Bill Gates do a series of commercials.   Seinfeld is one of the most popular celebrities in the world, but his show ended in 1998; and although you can find it on TBS every night, I don’t see him as the cool person to help Microsoft push their latest message.

College is a time when most kids go nuts and discover new things.  Listening to parents is not a commonly practiced pastime of college students and that seems the premise behind the campaign.  I have a feeling the next generation of Apple ads will be about Apple making fun of Microsoft ads being irrelevant.

I went into Starbucks today to nab an Iced Mocha to get my creative juices flowing.  Upon paying, I was granted a receipt that announced my next iced grande beverage would be only $2.  The catch is that it has to be:

•    The same day at the same store
•    It also has to be after 2pm
•    Taxed aren’t included

Starbucks recently announced plans to close approximately 600 stores around the country.  Two of those stores are near me in Atlanta, but I’ve yet to see them shut down.  Starbucks’ new Doubleshot Strategy focuses on their two peak times, which  are in the morning and late in the afternoon when people need that kick.  I assume Starbucks is hoping to create morning and afternoon addicts.

It seems like a good strategy for doubling up business.  However, I think it is only a quick fix like their Pike’s Peak promo fiasco.  I think their idea closing locations to bring the exclusivity back to their brand is what will help drive the Starbucks brand back to investor delight.

$2 Off an Iced Beverage after 2PM

Recently, I’ve had a few conversations about emerging media and technology with corporate marketing heads. For many companies, they are just now thinking about or starting emerging media departments. One of the common themes that quickly come up is my view on the upcoming generations and the role mobile will play. I’m quick to bring up two points in each conversation.

One, as Cyriac Roeding pointed out earlier this year, the content has got to be redesigned for mobile applications. Companies can’t afford to simply re-purpose online content and then redistribute it amongst cell phones. Too many companies are doing this, and it’s a waste of time. This is discussion for another post though.

The second point I bring up is that companies must start looking past cell phones and iPods. People, especially Gen-Y and early adopters, are about to take their living rooms with them. Recently, I’ve seen Intel ads for a new processor scattered amongst technology sites and LinkedIn. Intel is working on a chip that powers nothing more than a simple computer….no big hard drive, no DVD player, etc. They are designing chips for laptops that won’t be much bigger than a PSP. Need space? Today, you can grab a 250+GB hard drive the size of passport for under $200. My future laptop need be nothing more than a screen, keyboard and USB port. Check out these pictures of the future Lenovo line courtesy of John Bancroft.

Here’s an Intel Netbook via Engadget.

My life would be so easy if I could put everything I need in my jacket pocket. The future of music will be streamed not downloaded. I already mentioned my 250GB USB drive. With the power of Google, new frontiers in social media and the upcoming breakout of Web 3.0, I may not even need that large hard drive except for backup purposes. I could be streaming my life to that little device.

Obviously, the emergence of these devices will help define the direction of mobile advertising. But, how fast will companies digest these new processes? They have to think past the mobile phone with SMS. Companies need to start having more conversations with their consumers. This is one area where I see Twitter becoming so powerful. I can’t believe I’m saying this, but GM is already starting to take the lead on Twitter. I’m glad but surprised. They’re having active conversations with their customers. Now, will they truly hear them?

I wish I’d been born in my 8 year-old Godson’s generation (no official title given yet) because by the time he’s college, he may not have to carry anything more than some sort of laptop and Kindle combination.

Aki Spicer, from Fallon, has a wonderful slideshow about the 10 Social Networking Trends. Here are the 10 topics it covers:

1 Social graphs
2 Social shopping
3 Portability
4 Lifestreaming
5 Crowdsourcing
6 Continuous partial attention
7 Privacy protection
8 Open social
9 Virtuality
10 Measurement 2.0

The best part is his insight into the virtual worlds that will be demanded by today’s  youth.  And if you get nothing else from it, his best point was that the good and bad of Social Networking is that no one has figured anything out yet!

I recently made a post about Nike understanding what athletes are about. The Cinderella commercial I referenced was about doing whatever, whenever to get where you want to go. The newest commercial is about their Nike SPARQ (Speed, Power, Agility, Reaction, Quickness) training program. To most athletes, SPARQ is nothing new. It is a training program used to condition athletes for their particular sport. I’ve seen this training program administered by people such as Velocity from early high school through the professional level. Nike has rebranded this program SPARQ and is showing it the public. Yes, the commercials are very cool. The one most will remember is the long version with Saul Williams singing “List of Demands” in the background.

http://www.youtube.com/watch?v=w4TbxS_CdWE

Nike’s brand is just better. If you’re serious about training, then you will head over to their website. The site doesn’t just show off professional athletes’ ratings. It lists individuals you’ve never heard of playing high school football, soccer, baseball, etc…male and female…can find their training results online comparing it to others around the country. If you played high school anything, think about how valuable that knowledge would’ve been then. The top competitors always assume someone else is trying to work harder than them at any moment, so they push. This site can give you even more “juice” to perform better. To get on this list, look at Nike’s scheduled list of events. All you have to do is find the scheduled events, show up and they will test you. Nike offers training videos to prepare or train on your own. Of course, you can even buy SPARQ branded equipment; but, the real value for Nike is in everything but the merchandise. They’ve created a massive amount of conversation from 90 seconds of commercials and a top-notch user interface

Many would call this viral marketing, but as my friend, Darren Herman, has said, “They are creating a conversation with the consumers.” This is what it takes today to be successful in business. The brand doesn’t control the consumers and the consumers don’t control the brands. If either of these is too off-tilt, something will give. Brand communication today is about emerging media. A main component of all emerging media is ongoing conversation.

“My better is better than your better. Thank you very much for coming.”

http://www.youtube.com/watch?v=BBlg0DeSH2A

My Better is Better Than Your Better

I was a huge Michael Jordan fan when I was young. I used to try, notice the italics, to imitate him as a kid. I watched the training videos, read the Bios and scraped together what I could on the young Internet. Jordan and Nike have always put together wonderful commercials. They have been consistent in understanding the amateur athlete and showing that they understand via their various branding initiatives. Phil Knight started making running shoes on the back of a pickup truck, and then he gave universities (see Oregon) free stuff if they used it in public and somehow he managed to maintain that image with the largest sports clothier in the world.

Commercials like this give me chills…because whether you’re playing now, have played or are going to play…we all compete. Chris Paul of the New Orleans Hornets make an appearance. Think the NBA loves this guy? Amazing fundamentally, off-the-radar in a star-studded NBA West, in a Cinderella town…potential to be Legendary. Recognize some of the others…Boise State and Appalachian State playing late.

http://www.youtube.com/watch?v=CDGKwBKnqds

I found this video via Marketing Headhunter. It’s a look at how Facebook and the CIA are connected trying to mine all of our personal data. Yeah, it’s over the top; but it’s still fun and interesting to see…only about 3 minutes so check it out.

Beta vs. VHS…Laser Disc vs. DVD…HD-DVD vs. Blu-ray…

Winners: Sony, Blu-ray Content Providers, Us (Consumers)

Losers: Toshiba, Apple Microsoft, Anyone Else Trying to Win the Living Room

These are some expensive battles that take place. Sony is always a high stakes player. I keep wondering when they’re going to learn their lesson; but after all their risk taking, it seems like they will finally win a battle. Even when they first introduced the Sony Vaio laptop computer line, they only allowed for Sony memory card to be accepted. They’re always trying to control mediums. It’s a risky game they play because they put all of their resources into the development of a standard, and they will have to endure years of loss because the only people buying Blu-ray anything are early adopters or people that don’t know any better. Combining both is a very small section of the market.

Last week, Netflix and Best Buy said they will go predominantly Blu-ray. Last month, Time Warner said it will make Blu-ray exclusive. Today, Toshiba has said to cede its place in the battle.

My initial thoughts are that Sony will be having a very good Christmas 2008. Sony has not only won a huge format battle, but they have taken a huge step in locking up the War of the Living Room. Apple is one loser in this situation. They have been largely successful with their iPod/iTunes creations, but they aren’t making much headway with Apple TV…for a variety of reasons. Aside from Toshiba, Microsoft is the biggest loser in this war. PS3 has been lagging behind XBOX 360, but sales are expected to either match or surpass those of the XBOX 360 this year. Nintendo Wii has been the most popular and biggest surprise, but the target market is different. The majority of their customers are not the coveted 18-34 year-old male but everyone else. That’s just fine with Nintendo, and they’ve done a fabulous job of targeting “everyone else.” A little unscientific proof…I’m friends with a 22-year old male and about a week before Christmas everyone in his sports club received the highly coveted Nintendo Wii as their prize for a tournament win (around 150 units!). The majority of the men tried to sell/auction them, so they could use the cash to buy an XBOX 360 or Sony PS3.

Before today, the main factor for the projected increase in sales was the price drop on PS3 and that more movie titles have opened up for the PS3. The XBOX 360 has an add-on HD-DVD player, and the PS3 is built with a Blu-ray player. Sony has just taken a huge leap in the War of the Living Room, and this will now be an even larger determining factor in the lead they take over Microsoft. The 18-34 year old market can go out to buy a PS3 for its video game capabilities and Blu-ray technology. This one system can now immediately quench the needs of the typical 18-34 year-old male. It offers a high-end gaming system, Blu-ray player and will finally allow users to buy Blu-ray discs with confidence enabling them to maximize the use of the LCD TVs they invested in last year. Savvy parents will also see the value in the system as well. They can buy a PS3 to meet their child’s video game and Disney Blu-ray needs.

I’m anxious to see Sony’s movement in 2008.