Technology has made sending consumers highly-personalized messages easier and less expensive than ever. Whether via web cookies and a nifty database, digital broadcast zones, or variable digital printing, the ability to deliver precise messages is easy enough for even the very-most-middle-manager to do it.

BUT, just because you can do something, does not mean you should do it (see: sex in junior high school).

Sending highly personalized messages without being able to deliver on a highly-personalized experience ruins whatever possible relationship I had with your brand.

For example:

You could be getting super-duper special personalized service right now!
Each month I get at least five solicitations from American Express (some quite elaborate), each one telling me how wonderful their card is, and what delightful and personalized services they offer.

Does AMEX not realize that I HAVE TWO OF THEIR CARDS IN MY WALLET?! Um… hey AMEX ol’ buddy – don’t you remember your pal Dave? I’ve been a member since…

“Welcome back, David!”
OK, but if you know who I am (and have even shipped things to me), PLEASE don’t ask me what country I live in. Really? If I HAVE to fill out another form…do you think there’s maybe there’s a better chance that I live in the USA instead of the United Arab Emirates or Uzbekistan.

Also, once you have my ZIP CODE, shouldn’t your super-duper computer be able to figure out the rest?..like what freaking city and country I’m in?

Do not promise what you cannot deliver. Now come on over here and rub my lamp, baby…

You may disagree  – you may think to yourself: “I have things to say and people will want to read them”.  If that’s you, sorry, move along sir or madam, I wasn’t talking to you, I was talking to the other reader who doesn’t have things to say, but a consultant / friend / neighbor told them they should start a blog and post things because it will help their business.

If you are considering blogging because you’ve either been told or believe that it will help your search rankings, it will help personalize your business or drive traffic to your site.  I’m telling you that you don’t need a blog.

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Welcome to the first post of Spoken Whirred, the new Spoke Marketing blog. (note: there are old posts on here from my old Creative Reason blog but this is the first post under this new name and design.)

Spoken Whirred will be an outlet for our thoughts on marketing topics, advertising campaigns, client work and anything else that we feel is worth sharing.  Authors include Dan Klein, David Meyer, Chuck Hart and me (Brian Schwartz).

In this first post I want to make sure to thank everyone who attended our open house.  It’s humbling how many of our friends showed up to wish us well and see our new office.  For those who missed it, you missed a great night of networking with 250+ business movers and shakers (and drinkers).

Also we need to thank Sub Zero, Juniper Grill and The Fountain on Locust for their generosity and the wonderful drinks, food, wine and deserts.

Below are some pictures from the event:

Happy Thanksgiving to everyone!

Cheers,

Brian Schwartz

I often watch The West Wing re-runs when I’m working at home and since I’m working I don’t use the DVR as quickly as I would if I was actively watching the show.

Most commercials harmlessly play in the background, however I can’t help but nearly jump off the couch as soon Billy Mays starts yelling about Oxi Clean or some other home cleaning product.

I don’t understand why Billy Mays must yell at me every time he is on TV.  Also, why is this an acceptable and popular form of television advertising?

I’m sure he’s a nice guy and all.  But please stop yelling at me.

To keep up with my posting here I’ve decided to do occasional musings posts that will cover a coupon topics at a time, this is the first, enjoy!

Local News Sweeps Scare Tactics

In case you were unaware, we are in the May sweeps time that help determine local TV ad rates.  If you hadn’t noticed, you may have noticed the scare tactics that some news stations have been pulling.  For example, tonight on KMOV-TV St. Louis (local CBS Affiliate – Channel 4), they are running an investigation on how dangerous the ice is at local restaurants.  They had hidden footage of the fast food joints and lab reports and everything.  Mind you I haven’t seen this report, but I’ve seen a thousand commercials for it and heard ads on the radio.  So, this is apparently big news which will likely kill me.  Funny how I haven’t heard anything about it before now.

The other one that was teased was how someone can hack my cell phone and track every text message, email and conversation I have on my cell.  Nice.

Thanks local TV for trying to scare me into watching your news program.  I’ll pass.

SNL + NBC Character Involvement = Boring Skits

Here’s the other trend I’ve noticed lately.  My wife and I DVR Saturday Night Live.  I usually skip through most of it on Sunday after church, but I’ve noticed that every episode has a skit or two featuring a personality from one of their other stations (CNBC, Bravo, etc.).  Most of them are people I know nothing about:

• Suze Orman
• Jim The Shouting Stock Guy
• Some dude from Top Model
• Brian Williams and MSNBC

As a result of knowing nothing about them the skit is pointless to me.  Why does this matter?  Because it seems like this is trend is being forced upon SNL writers from the higher ups.  I doubt that they would just always choose NBC property cast members over other funny trends (like American Idol or any other reality show nightmare).   Maybe I’m wrong, but it seems like cross-promotion is winning out over entertainment that may be funnier.