Know Thy Audience

Think all chocolate is created equal? Think again.

In a very enlightening snippet from the Champion Assistants newsletter, principal Heather Nelson talks about the different between Hershey Kisses and Godiva. Studies (don't ask me which ones) have shown people prefer the taste of the cheaper chocolate brand over the elegant well-branded version. Why? Seems to be perceived value. People who like to eat chocolate prefer Hershey Kisses, while those who like to give chocolate prefer the brand and experience of Godiva. Seriously, single ladies out there, would you be more impressed if the date of the month presented you with an exquisitely wrapped, decadent Godiva or threw a bag of Hershey Kisses at you that he picked up at Walgreen's, along with razor blades and mouthwash?

Herein lies an important lesson about target audience. Your value propositions to the gift giver are much different than those to end consumer. Not saying taste doesn't factor in, but you could think of it in this very cursory way:

Gift Giver needs:

• Nice packaging
• Cache brand/quality
• Higher price point to be perceived as acceptable gift
• Delicious Taste

Chocolate consumer needs:

• Taste
• Value for money

"Give a gift that makes her feel special" is a very different positioning than "The most delicious chocolate." But too often marketers try to lump everyone into one category and forget about the different needs of different audiences. Tech companies do this constantly with "Our audience is line of business users and technical buyers." Yeah, right. Those two groups are discussing politics over the lunch table. One group needs usability and ease at any price; the other needs technical integrity, security and ROI. Not saying one group might not also care about what the other needs (ie, an IT department who is measured on user adoption and usage) but the lead is different.

As for me, I have to admit: I'd prefer popping some Hershey's Kisses but I'd prefer the pretty Godiva box come Valentine's Day.

PS: Champion Assistants is a virtual assistance company that can help you with anything that takes up your time in an unproductive way and hinders your ability to work on your core business: bookeeping, translation, graphic design, website programming, newsletters, contact database management, Internet research - you name it, they'll help you get it done. They are actually helping me with my bookeeping so I can focus on my clients. Tell Heather I sent you!

Making Microsoft Cool

If you get the chance, pick up the latest issue of Fast Company and read about advertising guru Alex Bogusky and his firm's quest to help Microsoft connect with its market and become "cool." It's a fascinating read into a monolith trying to steer clear of the iceberg and change its image. I don't agree, however, with the controversial F.C. website comment of "All Microsoft needs to make products like Vista and Zune cool is better advertising" (Hello? Have you used Vista? Maybe if it didn't freeze up every 5 seconds, I might think it's, like totally hellacool, without needing any ads featuring funny Daily Show comedians, thank you). The print article is a voyeuristic journey into a company's high school insecurities and how they are taking on the bullies with their checkbooks:

MSFT: Mom, all the kids want to play with Apple and they picked me last for dodgeball again.

MOM: Well, dear, let's go to store and buy you some new clothes and pricey sneakers because I hear that's what all the cool kids are doing.


MSFT: You mean, all I have to do is change my clothes? Don't I need to be more user-friendly, less prone to viruses and hacking, not need to be restarted so often, and play obscure European indie musicians in my ads to get attention?

MOM: (laughs) Don't be stupid, dear. This is America. Just look the part.

In all seriousness, I am proud of MSFT for taking this $300 million look at their reputation and attempting to finally get their branding house in order. For too long, each group within MSFT has acted like a completely different company, even those targeting the same audience groups (One of the article's treats is it's timeline through MSFT's bad advertising). Now, stepping across the aisle, I don't think any company can "buy" their way to cool with sexy advertising. And part of what makes Apple great is what is at it's core (pardon the pun) - the advertising is just a representation, an extension of that inner soul. You can't glam up even the worst products - what is that famous quote that good advertising will just make a bad product fail faster?

But again stepping back over the aisle, bad product is not all together MSFT's problem. This company has a lot of smart people making amazing products. Indeed, companies have been built and serve the masses based on MSFT products, and even this blogger runs her life on Outlook and Vista. But the company's problems to date can be summarized as follows:

1) lack of cohesive brand
2) lack of cohesive messaging
3) lack of thinking that any of that is important for growth

It's like the smart kid in class who stubbornly scoffs at others, saying, "I'm smarter than all of you so that should be enough to bag the prettiest girl in school" and yet, the Homecoming Queen will settle for a guy of average intellect is he takes a shower and smells nice. Sometimes, you just have to try a little bit, you know? I'm also haunted by visions of Dr. Evil in the Austin Powers movies. While trying to endear himself to his son, Scott, he says, "Look, I'm cool" and proceeds to do a robotic version of the Macarena. Scott rolls his eyes and storms out. Most likely to pour out his angst onto his iBook.

MSFT does has glimmers of genius in the branding world. Just ask any gamer about the marekting blitz for Halo 3. It included mockumentaries with "interviews" of the war "veterans" and the story of a monument to those killed to create an even more realistic and intricate world for fans. You can't fake that kind of cool. Unfortunately, I think it was a purposeful decision to create an "XBOX" brand that separated itself from the MSFT brand for a reason. I mean, that rebellious Goth kid doesn't want you to know his dad's really a preacher and a pretty boring, stable guy.

Even as a branding and marketing consultant, I would never advocate that "all it takes" is good advertising. I'm just saying branding in general (which BTW goes beyond just advertising) can and will make a difference if you get the core of your house in order. You can't just buy cool - you have to walk the talk. Otherwise, everyone would be doing it. And I'm thinking MSFT's own worst enemy in the branding war is itself; when asked for a comment for the article on this exciting effort to really connect with its market, all MSFT would say, from an undisclosed spokesperson, was "They understand our company and where we want to take it." Seriously? A whole article on how MSFT is trying to overcome it's "out of touch", nerdish, self-conscious and self-absorbed image and one bland sentence of ink is all you can spare for the reporter? Ladies and gents, actions speak louder than words. MSFT has a ways to go to creating a rabid fan base - and understanding how brand needs to permeate everything you do.

The new branding efforts are due to arive in July. I can't wait as I really do want them to finally get it. The most humorous quote in the article was from Rob Enderle, an influential advisory analyst for tech companies. He said, "Nobody messes with anyone in the tech industry the way Apple messes with Microsoft. It's the first time I've seen a major national campaign that disparages a competitor, and the competitor just sits back and takes it. If somebody tried to do that to Oracle, you wouldn't be able to find the body."

Let the games begin.

**In full disclosure, I am a consultant on a MSFT project - unfortunately, not the branding one.

Wild About Wildwood

Mon dieu! It's been a bit since last I wrote. There was travel galore and catching up, while also prepping for a parental visit in a few weeks.

Excuses aside, I must tell you about the amazing B&B adventure we had in Oak Harbor, WA - on the north side of Whidbey Island. A recent new friend, Heather Carder, and her boyfriend Gregg Lanza own a spectacular working horse farm called Wildwood Farm. Acres of rolling hills, horses quietly munching on grass in the early morning mist, the pounding of hooves and the whinnies of playful comrades sparring in the pasture - this is what awaits you if you stay in this "get away from it all" paradise.

Heather breeds horses, as well as boards them for others. The main house contains some B&B guest rooms, but we opted for The Mustang Bunkhouse, a tricked-out 1914 shed with lovely warm wood walls, ceilings and floor that couldn't have been more than 200 sq feet. With just a queen size bed (with single bunk on top), a nightstand, closet and a charming heater, this was the perfect rustic respite from city life. We even got to take Eddie the Wonder Dog, as Heather allows pups in the bunkhouse only.

Oak Harbor didn't have too much going on (there is an army base in town and lots of government houses) but we did find a gem of a gourmet restaurant in Frasers Gourment Hideaway. Lovely goat cheese salads, fresh local mussels, and steak cooked to perfection were the order of the meal, served in a clean, open, chic setting. We nestled into our leather chairs and enjoyed every moment of our "spare no detail" meal.

And even thought it rained on us, we ventured out to see the sights and landed in breathtaking Deception Pass. This is what your image of the Pacific Northwest is in your dreams. As we braved the drizzle, we were rewarded with a sweeping vista from the tall bridge of green trees, stone-lined shoreline and little islands. Just gorgeous.

If you're thinking about camping for all it's peace and stripped down serenity, but the thought of laying your head on cold, wet ground leave you yearning for a warm blankie, then Wildwood is just the antidote for the gray city blues. Remember, chickens: summer is just around the corner. Get those feet pedicured.