Brand Backlash: When Product Pitchpeople Endorse Politicians

Most Americans will recognize Mike Rowe as the genial, joke-cracking host of the Discovery Channel’s hit show Dirty Jobs, where he’s shown joining blue-collar workers doing the kinds of gag-inducing tasks that, as he puts it, “make life possible for the rest of us.”

We also know the former opera singer (who knew?) as a pitchman for Ford Motor Company’s F-Series of pickup trucks, and the star of a series of spots that capitalize on his image as a champion of blue-collar workers to sell trucks often used by those very workers.

And now we know Mike Rowe as a supporter of Republican presidential nominee Mitt Romney. At least that is what it looks like to a lot of fans – who may now be former fans.

Rowe recently took to the stage with Romney during a campaign event in Bedford Heights, Ohio, speaking about the importance of supporting the kinds of workers – you know, the workers who clean toilets, who mine coal, who pump out septic tanks – whose occupations frequently feature on Dirty Jobs. According to a spokesperson, Rowe was not politically endorsing Romney – who has made his contempt for those of us who don’t inhabit his privileged circle quite clear – and that his contract with Ford doesn’t allow for endorsing candidates.

But that’s a technicality lost on many of us who saw Rowe onstage with Romney at a campaign event and, naturally, assumed it was a political endorsement for a candidate with, ironically, well-known anti-labor views. Many of them took to Dirty Jobs’ Facebook page to vent their anger and here’s one of many such comments:

“Republican, eh?? Bummer. You lose, Ford loses and your stupid dirty job, pig show is banned in my home. Bad move.”

I’m sure that’s the kind of “support” that neither the Discovery Channel or Ford are looking for.  A similar situation played out in mid-September when news outlets reported that, while the Most Interesting Man in the World may not always host political fundraisers, when he does, they’re for President Obama.

Jonathan Goldsmith, the actor who plays the distinguished gentleman in a series of ads for Dos Equis beer, endorsed Obama as a private citizen. But his association with the Dos Equis brand brought many Republican fans of the beer to Facebook to say they’d never buy it again:

“He's not a TRUE Patriot. No more beer for you, and I won't buy any Heineken products or allow them in my house after seeing the endorsement of Obama. BOYCOTT.”

Heineken USA, which imports Dos Equis, quickly distanced itself from Goldsmith’s actions, telling Advertising Age: "Mr. Goldsmith's opinions and views are strictly his own, and do not represent those of Dos Equis."

It’s clear that this type of personal endorsement of political figures is a very sticky wicket for brands and their ad campaigns. What comes first, their responsibility to the brands they pitch or their right to their personal political views? Wearing my marketing hat, I would say that it’s the former.

If you are paid by a brand to promote its products, it’s highly irresponsible to alienate the brands’ customers by publicly endorsing, or even appearing to endorse, political candidates. And particularly during such a highly-polarized election cycle. Pitchpeople, who have freely chosen to be products’ public faces, still have the right to quietly support candidates through donations and, of course, through their votes.

So why bite the hand that signs your paycheck? That’s something I’ll never quite understand.

Enhancing Attendee Engagement with the Mobile Channel

The following article by Vanessa Horwell, Chief Visibility Officer of ThinkInk, originally appeared on Hotel Executive on 10/2/12. 

For traditional marketing and advertising promotions, the mobile channel is opening up a slew of new opportunities: everything from retail coupons to loyalty reward programs are being enhanced through mobile interactions. The immense convenience and “always connected” benefits of smartphones and other mobile devices (not to mention the intimate nature of these devices) make them a very appealing vehicle for consumer advertising, but what about the trade segments—specifically, what can the mobile channel do for trade shows and conventions? With mobile's vast capabilities and ever-growing adoption, the channel can increase the effectiveness of conventions by becoming an integral tool for all phases of the event: pre-convention, during, and post-convention.

There’s no denying the reach of the mobile channel: by early 2012, nearly 90 percent of Americans owned mobile phones, with roughly 50 percent of these being smartphones. And by summer 2012 two out of three US mobile purchases were for smartphones. Of course, in most business professions, the concentration of these numbers is far higher, making mobile one of the most effective tools to communicate with on-the-go professionals. Considering the professional playing field these days, who isn’t on-the-go?

Logically, these factors extend into the convention and trade show environment. Whether convention planners are looking to create an event-specific app or utilize optimized mobile websites to communicate with attendees, there are a number of mobile techniques that can be applied to ensure a successful event—and provide more opportunities to create value for convention goers. The following are a number of approaches for organizers to engage more attendees and optimize the convention experience through the mobile channel.

The Mobile Channel: Pre-Convention

Let’s face it: the majority of convention-goers aren't all that excited about attending an upcoming convention or trade show. While there’s nothing that can change this fact, planners can use the mobile channel to make preparations for these (rather unwilling) attendees much easier, thereby eliminating some of usual problems associated with RSVP “checkpoints” (hotel reservations, individual event reservations, etc.) prior to the convention.

• Notification – Before any major checkpoint is reached, convention planners can offer pre-registration (which, if applicable, could include downloading the convention’s app) that provides each attendee with a mobile notification that gives instant linkage to the specific RSVP site. Think of it as a direct landing page for each event, sent via text, mobile email, or app. For example, convention attendees can sign up at pre-registration to receive notification via a downloadable convention application. The result is that, prior to the RSVP deadline for each event, the attendee will receive a message:

Dear Mr. Smith, please find a link below that will either confirm or cancel your attendance of the workshop: “Using the Mobile Channel Effectively at Conventions.” Click on the link that represents your preference. We look forward to seeing you on July 23rd!

• Communication – Through mobile applications or devices that offer web communication (nearly 75 percent of business travellers’ own a smartphone), convention planners can provide a congregation/meeting forum for attendees. By providing “meet and greet” events through mobile devices, planners can eliminate and/or shorten the need and length of these events at the live convention. In addition, such forums can generate more excitement for the events, as long as each forum provides a moderator that gives detailed information about each event.

The Mobile Channel During the Convention

Convention planners grapple with the unexpected during convention execution, and it's not unusual that a professional wonders “why didn't someone just tell me?” when in attendance. With some smart moves, the mobile channel can be calibrated to enhance participation by offering immediate information, engagement, and connection with others on the floor, or even via social media. Issues that used to slip through the cracks can be addressed with smoother, simpler communication while on-site to ease immediate handling.

• Information – No longer do convention planners need to design, print, and distribute information packets and brochures. (Even virtual business cards can be exchanged wirelessly thanks to the latest generation apps and near field communication [NFC]-enabled phones.) Through mobile applications and optimized browsing, convention planners can offer maps and detailed event information such as exhibit locations, sponsor products, agenda items, and event location/times. In addition to its practicality, it helps provide an eco-friendly feel to events, and may even be used as an additional marketing tool.

• Engagement – Mobile offers instant interaction and instant results. Speakers and event managers can keep the audience engaged in events by asking questions, taking polls, and displaying results in real-time. Not only will the audience maintain a closer connection with presenting professionals, but the event organization in general can be streamlined for the benefit of all parties. Relevant questions received after speakers' presentations can be collected and answered to continue the interactive mindset.

• Connection – The mobile channel gives instant connection to event sponsors, planners, and fellow attendees. Implementation can also involve linking convention communications to Facebook, Twitter, LinkedIn, and other popular social networking connections. With regular updates from attendees, event buzz can grow exponentially in real-time, and without increasing cost.

The Mobile Channel Post-Convention

Another essential convention component doesn't even happen on location. When the presentations are over, business cards collected, and bags are packed, it's all about the take-away benefits of a professional think-tank. On the attendees' side, the mobile channel facilitates cross-communication and the forging of partnerships, but it also enhances future conventions in the following ways.

• Feedback – Because it can be used to gather immediate feedback, mobile takes advantage of “fresh” data (information and opinions that are gathered while impressions are fresh on attendees’ minds) that will give planners an edge for the next “big event.” In the case of closely-scheduled or even back-to-back events, this information is considered vital. With so many organizations joining forces at a convention, communication between these separate entities can become streamlined.

• Maintaining Connections - Like all forms of electronic communications, mobile provides an open link between all convention participants long after the event’s conclusion. However, unlike other forms, mobile gives instant connectivity regardless of the participant’s location—convention sponsors, advertisers, planners, and attendees can communicate on-the-go. As all too often, these communications might be shuffled to a “to-do” list, never to been seen again because there was no immediate access to a computer. Mobile ensures that such ideas and thoughts are communicated whenever, wherever.

Challenges for Mobile Channel App Adoption

Convention planners can't move into the mobile channel without caveats. Participants can experience a streamlined event for networking and building their businesses, but only if provided with intuitive options for their needs, which can vary depending on industry. Building on app adoption in the first half of 2012 and 2011, current mobile channel incorporation can avoid the disappointments and pitfalls of earlier trial runs.

• Poor App Availability – Some early apps intended for conventions and trade shows this year were only available for iPhone users. Nielson Company's March 2011 mobile survey indicated that 31.1 percent of respondents wanted to purchase an Android as their next phone, while 30 percent wanted an iPhone—a close split that wouldn't be favored by an iPhone-only app offering. Apps also need to be planned for hybrids or mobile web to blanket the widest group of attendees as possible. Interestingly, in the time since that survey, Android adoption has eclipsed iPhones by a respectable margin: fully 68 percent of the smartphone-owning world owns one.

• Incomplete Offerings – There's no point in offering an app for participants if it doesn't have a draw. Instead of repackaged content or a series of maps, original content paired with event FAQs and directions is more likely to increase engagement. Some might argue that an inferior or “worthless” app could even damage the reputation of a convention or trade show, and the cost of development certainly wouldn't be worth the investment.

• Skewed Intention – Every quality app has its place in a convention if it is marketed properly and, if highly specialized, offered in conjunction with complementary apps. If offering an app to aid social networking, for example, it might be advantageous to additionally offer help-based, information-focused apps.

• Poor Design – Poor usability can hurt convention app use. Anything from hard-to-find information due to layout to untested designs can weaken the reputation of those offering “bonus features” to participants. Since many convention-goers ask a series of location-based questions upon arrival, for example, it would be advantageous to have that information positioned accordingly.

It’s not just the traditional consumer target that benefits from the “always connected” feature of the mobile channel; trade segments can also be successfully targeted in the convention atmosphere. Since the mobile channel is based on two-way communication, apps that allow feedback and commentary can improve more than just an industry event, but issues and product development discussions in the following year. Throughout all phases, convention planners and participants can take advantage of the convenience and effectiveness of the mobile channel.

Who knows? By making it easier to attend and participate (and even have fun) via the mobile channel, maybe everyone could even have a good enough time to enjoy it. Wouldn’t that be the ultimate type of engagement with convention attendees?

The following article by Vanessa Horwell, Chief Visibility Officer of ThinkInk, originally appeared on Hotel Executive on 10/2/12. 

Celebrity Boob Jobs More Important than the Victims of 9/11? NBC Thinks So

Over the past few weeks, a number of ThinkInkers (myself included) have been spending a lot of time sitting in airport lounges, in cramped seats at 35,000ft, emailing from the back of taxis or shepherding clients through a series of trade conferences in different time zones. To say we’ve been busy would be a gross understatement.

So I haven’t been keeping up with my vigorous daily digesting of news. Naturally, when I did get some time to pore through last week’s newsfeeds, I couldn’t help but groan when reading about NBC’s blunder on the 11^th anniversary of 9/11.

While all the other networks cut away from their regularly-scheduled morning programming at 8:46 am on Tuesday, September 11^th to observe a minute of respectful silence for the thousands of innocents who lost their lives that horrific day, NBC’s “Today Show” skipped the brief tribute and kept rolling an interview with 

Kardashian matriarch Kris Jenner, who rambled on about her breast implants.

Really, NBC?

Naturally, the network earned itself an avalanche of criticism for the inane decision and now sports a serious PR shiner. Social networks and the comment sections on dozens of news sites lit up with outraged readers launching their verbal slings and arrows at the network. And who could blame them?

Few, if any, events have had a more thorough and absolute impact – beyond the 3,000 lives lost that day – on so many aspects of American life in the 21^st Century than the terrorist attacks of September 11, 2001.

After the Al-Qaeda hijackers flew their planes into New York City, Washington DC and a Pennsylvania field, the government sent our armed forces into two wars. Those wars have deprived 298,000 people of their lives and have cost American taxpayers a whopping $4 trillion, according to Brown University’s Watson Institute for International Studies.

It’s because of 9/11 that we have to take off coats and shoes, haul laptops out of bags, give up our bottled beverages, endure intrusive pat-downs and even subject ourselves to scans that show all our nooks and crannies to get through airport security.

And it’s because of 9/11 that so many innocent Muslims, as well as non-Muslims who “look Arab” or wear turbans, have been the targets of ramped-up verbal and physical attacks by ignorant, frightened bigots.

NBC has defended itself by saying it stopped observing the minute of silence in 2006, with the exception of last year’s 10^th anniversary. That may be. But the network dropped the ball by replacing a moment so meaningful to so many with mindless fluff about a member of the vacuous Kardashian clan.

And that single minute of misjudgment has cost it a conviction in the court of public opinion. I wonder how they’ll try to make up for it next year?

'Peace' and 'Victory' Symbols And A Cyclist's Public Lancing

Ten fingers. That’s all we’ve been handed (pun intended). So when it comes to forming important symbols with those fingers, we’re bound to have signs with multiple -- and sometimes ambiguous -- overlapping meanings.

Perhaps most ambiguous is the “peace” and “victory” symbol -- made more confusing still, depending on who’s using the signage and for what reason. (Think back to the iconic Richard Nixon helicopter sign-off V-shot, as the disgraced leader left the White House). Formed with an extended pointer and middle finger at roughly a 30-degree angle at the tips, implicit in the victory symbol is recent violence (victory achieved), while the peace symbol, embraced by Sixties-era counterculture and anti-Vietnam protesters, suggests an end to the fight

Subtle difference -- but important.

These were the symbolic question marks bouncing around my head last week after reading a Businessweek article about the famed -- but not yet infamous -- athlete superstar Lance Armstrong and the continued prospering of his image and brand. Speaking of image, the article featured a picture of Armstrong in a very Nixon-esque pose holding out two V-signs. My goodness -- if you include the position of his elbows you could almost see four V-signs. His mouth is neither smile or smirk, and his blue eyes appear far off. If that’s not the image of ambiguity, then I’m not sure what is.

For background: Armstrong, 40, has for years been dogged by doping accusations. Recently, in a very public back-and-forth with the United States Anti-Doping Agency (USADA), the cyclist has refused further blood tests and inquiries to confirm (ostensibly once and for all) whether the accusations are true. In a statement to the Associated Press he characterized USADA’s mission as nothing more than “an unconstitutional witch hunt.”

“I have been dealing with claims that I cheated and had an unfair advantage in winning my seven Tours since 1999," read the August 23 statement. “Over the past three years, I have been subjected to a two-year federal criminal investigation followed by Travis Tygart's (USADA’s CEO) unconstitutional witch hunt. The toll this has taken on my family, and my work for our foundation and on me leads me to where I am today -- finished with this nonsense.”  

The price for noncompliance, according to Businessweek: the likely stripping of seven Tour de France victories, the return of $7 million in prize money, the loss of a 2000 Olympic bronze, and a “lifetime ban from professional Olympic-style sports.” And as of this article’s writing, that includes the upcoming Chicago marathon on October 7.

But that’s only part of the story. The real story is that none of these developments have proven harmful to the Lance Armstrong brand. If anything, the us vs. them mentality that Armstrong and his PR machine have successfully stoked caused a 25-fold increase in the amount of donations to the Lance Armstrong Foundation, dedicated to “serving people affected by cancer.” And a quick review of his Web site’s News and Events section showcases nearly a dozen high-profile articles and opinion pieces supporting his stance from the cover of Newsweek, the LA Times, ESPN and a Forbes article titled “Why Lance Armstrong Still Matters,” among others.

So if that’s the real story, here’s the real question: Have Armstrong’s nonprofit efforts been negatively impacted by the near-scandal aura that surrounds him -- and to what extent should his effective public relations campaign be praised for its work or shunned for a brazen attempt to dodge responsibility?

In keeping with the ambiguous nature of this piece, here’s a frustrating answer: Yes and No.

In a perfect world we’d love our sports heroes to remain true to their legend -- to go through life unsullied by the nasty realities that befall us “regular” people. And in that sense, Lance Armstrong’s fight against USADA almost appears noble. Like another famous Armstrong who recently passed away, he’s protecting his carefully controlled image “for mankind.” So kudos to the brilliant PR tactic that likely will keep Armstrong a household name for decades to come.

But then, just for a moment, off comes my public relations cap, and I think of Nixon and that V-sign. Were Nixon’s outstretched arms and hands the sign for victory -- “Watergate will not send me to prison and to hell with the liberal media,” or was it truly symbolic for peace -- peace of mind that the Watergate tumult had ended and peace of spirit knowing that the national healing could begin? Considering Nixon’s quasi-nefarious character, I tend to believe the former.

As for Armstrong, his V-sign “mug shot” is as nearly uncertain. I guess, like Nixon, only through the passage of time will his true actions and intentions become clearer.

Until then, this V is peacing out!

Mobile is Changing Everything – Except the Direction of Where Donations Go

In January 2010, a devastating magnitude-7 earthquake struck the Caribbean island of Haiti whose epicenter lay just west of its capital, Port-au-Prince.

Within hours, photos and videos of the devastation – entire neighborhoods wiped out, mangled bodies everywhere, a partially-collapsed Presidential Palace and so on were the main story for the world’s news media.

Yet soon after, a second news media narrative began taking shape and this one far more positive. Within two days of the crisis, Americans alone had raised $5 million for the Red Cross’ relief efforts in the Western Hemisphere’s poorest country…by sending in small donations via text message.

At the time I praised the work of relief agencies and felt that if there was any relative “good news” (a very relative term considering the level of disaster) it was that Haiti, possibly for the first time, and without question on the largest scale to date, demonstrated to the world the power of mobile giving and how millions of SMS messages containing $10 donations added up. One week after the quake, the Red Cross had raised $22 million through texting alone.

But as the Atlantic hurricane season began unfurling its wrath late last week with tropical storm – now Hurricane – Isaac, media briefly returned to the impoverished land and beamed back disturbing images. In the 959 days since the historic temblor, as the world has been consumed by an onslaught news both serious and silly, I was disturbed to learn that some 400,000 of Haiti’s 9.8 million citizens remain in abysmal tent cities and unimaginable squalor following the quake – not to mention the island nation’s non-earthquake-induced entrenched poverty.

Images like the ones we’ve been treated to again cry out for an answer: why do we as decent, caring and law-abiding citizens allow such poverty to exist? Why can some buy iPads or microwave frozen dinners and why must others survive in shantytowns and consider electricity a “luxury?” More pragmatically, the still-battered landscape and still-battered people deserve another question answered. Where was all that money spent and what good has it done?

Thankfully, all is not bleak. Objective new reports have repeatedly found that much good has come from the relief effort and the money raised. In January of this year the Huffington Post produced an excellent infographic that broke down the numbers. Here are some big ones as of that article’s writing:

• 50% of earthquake debris has been removed and 20% recycled
• 100,000 received homes from the Red Cross
• Of the $4.6 billion pledged by donors, only $2.38 has been spent

This all suggests significant improvement. But the article was equally quick to point out that millions of dollars alone were also spent on advertising campaigns “telling people to wash their hands.” Other news outlets like Global Post attributed the siphoning of funds to Haiti’s notorious black market, proving once again that for many, crime pays. So for all the good mobile donations have done, it seems it did very little in changing human nature, and if anything, exposed in all its gruesomeness, how a survival of the fittest mentality can take on such inhuman qualities.

Two years and seven months after the Haiti earthquake a new threat from Mother Nature is bearing down on New Orleans –a city once brought to its knees by hurricane Katrina. You can be sure as in Haiti, mobile donations will figure prominently there too. But perhaps, we can all learn an important lesson. Money coming in via text, like a torrent flood water, must be controlled so that rather than inundating areas in confusing, haphazard (and dangerous manners) it flows to where it’s needed most, giving government and watchdog organizations time to monitor those who seek to game the system.

Here’s a suggestion: what about SMS giving integrated with social media and photo identification – someway to demonstrate that money that was texted actually goes to a specific person, city, town, or group?

Is this a bulletproof idea? No. But at least it proves that we’re trying and that we’re continuing to find new ways to use new technology. Levee-like controls on mobile giving are a good way to start, even if such safeguards have done little to help Haiti’s 400,000 virtual homeless. But as hurricane Isaac sets course for the Crescent City, another real-world test might be hours away.

Louisianans and Haitians both deserve we get this right, finally.

Medical Records at the Tap of a Finger: Mobile is Transforming Patient Care

I recently went for an annual (medical) check-up and walked into the doctor’s office expecting a receptionist to hand me a form to complete. Instead, she handed me an iPad.

As I looked around the busy waiting room, I noticed other patients also clutching iPads. While the lengthy process of writing out one’s medical history is an exercise in tedium no matter what, that day, it was quite novel. Well, almost.

But this medical practice didn’t stop with its tech-savviness in the waiting room. The doctors also carried iPads to use during patient consultations. And in each consultation room, a large flat screen monitor hung on the wall displaying patient records, X-rays, MRI results and important medical data all beamed from the tablet to the screen via Bluetooth™.

It was certainly the most high-tech doctor’s office I’ve been in, a snapshot of what many medical practices will look like in the future and the first thing that came to mind when reading an article in TIME Magazine, Better Care Delivered by iPad, M.D. Part of TIME’s wireless issue, the story focused on the growing influence of mobile technology in the medical field and virtually every aspect of our lives. It’s not just doctors’ offices that are going mobile: hospital-based doctors are rapidly adopting iPads as a way to carry patient records with them and get back the bedside face time lost while looking up electronic records at desktop or remote stations.

So that’s the reason you get about 241,000 hits if you Google the words iPad Lab Coat. That’s right, medical clothing companies are now producing white lab coats with pockets big enough for tablets.

According to the article, every internal-medicine resident at the University of Chicago hospital and at Johns Hopkins in Baltimore is issued an iPad. At the former, patients of iPad doctors get tests and treatments faster and get a better understanding of their conditions.  

Even more impressively, the medical schools at Yale and Stanford have adopted fully paperless, iPad-based curriculums. Of course, these institutions are among the most prestigious hospitals and medical schools in the country, so it stands to reason they would be leading the way.

The influence of mobile on the medical profession is only going to grow: already 62% of physicians who own tablets and 85% of those who own smartphones use them for professional purposes, even if not linked to an electronic-records network.

Our overburdened and dysfunctional healthcare system desperately needs the streamlining mobile can give it. Let’s hope a leap into the future takes us back to a past where patients and doctors had the time to forge real relationships leading to better health outcomes.

Crowdfunding is Great, But There Are Some Kinks to Iron Out

Several weeks ago I wrote a post celebrating the crowdfunding phenomenon and its positive implications for the innovators out there who are dreaming up tomorrow’s app-development programs, portable solar power stations, 360-degree panoramic film lenses and even wearable Internet connectivity devices.

While I’m definitely very enthused about this democratized form of startup funding, the following VentureBeat article – and its chronicles of Kickstarter projects gone astray – got me thinking about how the very traits that make crowdfunding an equalizer can also lead to fly-by-the-seat-of-their-pants mishaps. Case in point: the problematic jellyfish aquarium that somehow ended up dashing the very creatures it wished to display against the rocks. Combining the hard-to-keep jellies with a haphazard plan for delivering a finished product to funders, I’m afraid these entrepreneurs bit off more than they could chew. No amount of crowdfunding can make up for a lack of business acumen or plain old simple common sense.

To further my point, a recent Wall Street Journal article The Good, The Bad and The Crowdfunded  highlights some of the massive successes and failures from the crowdfunding king, Kickstarter.

Regardless of these highs and lows, is definitely a trend to watch, with the potential to open up all sorts of opportunities both for entrepreneurs and investors.  Just look at all the TED discussions on the topic or at this venture, Fundrise, which aims to simplify putting money into real estate. The Washington, DC food-and-fashion market concept of Maketto, which is being financed through Fundrise, seems like the kind of niche business that could really catch on in a bigger way if crowdfunding finds its place in our economy.

Something tells me it will, kinks or not.