El Camino College's Fall 2020 Marketing Highlights

What an amazing semester we've had in ECC's Business 14 - Marketing course.  As the professor and lead marketer, its been my pleasure to lead a journey that has featured multiple professional athletes, actors, and marketing executives participating in the course and helping relate marketing principles to the class.

While we've had to work remotely via online Zoom classes and Canvas, the marketing students have learned about the principles of marketing, explored case studies from the world of sports and entertainment, including my actual samples from the NFL, ESPN, CBS, FOX, FX, NASCAR, and more.  Our semester Marketing Plan is based on launching a new streaming television service and what better way to kick-off the assignment than have the star of the original drama series Coyote Hills present the assignment to the class?

Here's a quick highlight video of this semester's efforts!

ONLINE MARKETING LESSON - Session 7: Digital & Social Marketing (PT 1)

Being able to reach current and future marketing leaders across the globe is an amazing opportunity and with advanced online technology, the pandemic lockdown hasn't limited students' ability to learn.  Having presented countless in-person lectures for universities including USC, UCLA, CSULB, ASU, San Jose State, and many more, I am confident my sports and entertainment marketing seminars based on real-world cases really drive home the art and science of today's brand marketing.   And as a recent graduate student having achieved my MBA online exclusively, I also understand that a combination of relevant content, high engagement, and easy accessibility can create dynamic opportunities to learn and grow.

Here's a segment from my recent online marketing session regarding Digital and Social Media Marketing.

LONG BEACH STATE MARKETING STUDENTS AT LIONSGATE

With the recent semester project I championed with CSULB, students were challenged to create digital, social, and guerrilla marketing campaigns for an upcoming POP TV series.  Along with producing sound strategy and creative samples within strict budget and timeline parameters, the comedy pilot project enabled students to get hands-on experience with an actual entertainment property.  And when the aspiring marketing and business students provided professional, final presentations of their concepts to the POP TV executive team including the CMO, Head of Distribution Sales, and other executives at the LionsGate offices, the semester project turned into an experience to last a lifetime!

TWITTER AND THE NFL ARE BIG FREE AGENCY WINNERS

With Roger Goodell tweeting about the deal between the NFL and Twitter to broadcast Thursday Night Football, it looks like the next generation of consuming sports content is in full swing.  While the two players already had a working relationship, there are several reasons to be even more excited about the teaming of two blue-chip draft picks.

ALL-PRO PLAYERS
One thing we know is that the NFL is a juggernaut that doesn't make distribution or partnership decisions without significant strategy and foresight.  By all accounts, Twitter was not the highest offer and other teams (including Amazon, Yahoo, Verizon, etc) all bid between 30-50% more.  The partnership between the social media platform and the NFL was based more about opportunity than just plain revenue.  Like a veteran player accepting less money to play for a Super Bowl contender, the league made a strategic versus financial move.  And with Twitter's 350M users, it makes sense for the NFL to sure-up its roster by covering digital/social media with one of the top players out there.

SALARY CAP
Simply put, this is a win-win deal.  As much as the NFL wins with the ability to add a popular distribution channel, Twitter is also a big victor as they practically steal the rights.  $10M to broadcast the Nation's number one sport equates to a small OTA attendance clause in a QB's contract. By comparison, the NFL will get a total of approximately $450 Million from CBS and NBC for the rights to broadcast 10 games in 2016 and 2017, according to the Wall Street Journal.  Based on those deals, Twitter would have still scored a decent contract at $10M PER GAME! 

At only one million dollars per week, which the social media platform must easily spend in weekly marketing/SEO, they are able to become a destination hub on Thursdays.  Its a fantastic deal and also allows for the creation of more shoulder programming with Periscope, in-game highlights, live Tweets, etc.  Aligning with the NFL and having the most valued commodity in the world of content (NBC's Sunday Night Football was the highest rated series in America) makes this deal unbeatable.

OFFENSIVE GAMEPLAN
Like Sean Payton in film study, the NFL explores every angle and the best way to strategically position 'the shield'.  The league sees where there might be holes in the distribution secondary and they attack those areas to strengthen their game plan.  While its no secret that the league wants to be ahead of the curve for the next generation of 'cord-cutting' fans, the right platform is indeed key.    The NFL is well-covered on television with deals for that same Thursday Night Football package split between CBS, NBC, and their own NFL Network.  And with larger deals for broadcast rights with partners including ESPN, NBC, Verizon, DIRECTV, etc., there is no shortage of players on the traditional (and mobile) platforms.  So shoring up the OTT/digital special teams solidifies their roster.  This move was a no-brainer and inevitable.  We just didn't know what the name on the jersey would ultimately be.

FINAL SCORE
While only time will tell if this is a Super Bowl winning deal, it looks like both parties have scored.  They each addressed a free agent need and teamed up to provide desirable content across one of the most powerful social media platforms.   This is no Hershel Walker trade where only the Cowboys won big.  Its a true win-win with a big-time QB adding an All-Pro receiver to the offense.  Now let's see if the scoreboard will light up, in real time, at 140 characters per score!

MARKETING MAYHEM AND DYSFUNCTION - Advertising Winners & Losers

Did that commercial get your attention?  Is that ad you saw in a magazine stuck in your head?  Did that celebrity convince you to purchase their brand?

Ultimately, its the consumer's perception of the brand that matters most and as a marketing veteran and resident consumer myself, I wanted to share my opinion on some of the current efforts that work and some that drop the ball.

WINNERS:

ALLSTATE

The Mayhem DIY campaign is hilarious and attention-getting at the same time.  While we have heard ad nauseum about house, car, and medical insurance from Flo, a lizard, cavemen, etc,, how many of us DIYers actually thought our own wannabe construction efforts pose a real hazard?  Sure I have some duct taped wiring in my home (220 or 221, whatever it takes) but I never realized that it could be a real issue in terms of liability.

In these Allstate spots, Mayhem (played by former FX's Rescue Me actor Dean Winters) describes real peoples' DIY nightmare stories and encourages you to vote for the best one.  Allstate will then have a reenactment during the Super Bowl.  I subscribe that a campaign needs to have a creative story and a memorable hook or twist to cut through the clutter.  These spots do and as a fun little twist, users who register can win the DIYer's tools so they never fix or build anything again.  Clever.

Its an interesting twist on boring insurance commercials and overall, its refreshing and works.

Check out the sweepstakes page here.

And for more info on the insurance provider's other sponsorship efforts, click here.


RUNNER UP: 
Speaking of Allstate, the Allstate Sugar Bowl stunt was also a very eye-catching effort.  Showcasing how thieves (and Mayhem) can utilize your social media posts to gain insight to rob you while you are tweeting away at the big game, they went in and "sold" all of the contents of an unsuspecting victim's house while they were out.  The campaign utilized social and viral tactics to garner views and with +20M Facebook impressions within a day, I'd classify this as a very buzz-worthy success.

For more, check out this link.

LOSERS:

VIAGRA

I don't want to be the old codger who rains on everyone's parade.  I used to say that if you don't approve of content that isn't kid friendly, don't have your kid watch.  But there are some areas where I believe big advertisers like Pfizer are being irresponsible and crossing the line.

The Viagra ads run during the football season feature the attractive female discussing ... well, you know.  I understand football is the ideal target marketing for men interested in sexual issues (feel free to drop in your own Dallas Cowboys' offense is impotent joke here) but lots of kids, including my 9-year-old son watch religiously.

Its bad enough when they speak in code (using the term ED) but I can play that off as one of the many pharma ads run on TV that frankly none of us even know what illness they are used for.  But lately, Viagra has become less subtle and uses terms like "Erectile Dysfunction" and "Erection" now.  My son looks more confused than Eli Manning being blitzed and its only a matter of time that an innocent day of talking football turns into "the talk".

Perhaps the FCC or other governing bodies need to regulate when those ads are run or what they can do to dilute the terminology?  I'd appreciate it if the sexy lady on the bed doesn't make my son question the ad beyond "Dad, her jersey is blank so which team does she root for?"

Forbes has brought this up in past articles and its something we should address.  I'd love to hear your thoughts so feel free to add your comments.

CTAM Think Event

It's never been a more exciting time to be in the world of entertainment marketing.  Along with the creative forces that develop desirable content, the world of technology has landed front and center in the platforms with which consumers get their content.

I preach about passion brands.  Those brands like Apple, NFL, ESPN, and others that evoke instant response.  They drive enthusiasm for their users and elevate their status over their competition.  And with the advances with technology, the debate about providing those hungry viewers with the best vehicle to consume the content they crave  has become significant in the industry.  Terms like TVE, OTT, VOD, and other acronyms that describe how you will "watch TV" in the future make for an exciting time.

I am proud to be discussing the marketing approach for the next wave of technology and how, in particular, millennials will consume content in the future.  The CTAM Think panel held at the FOX studios lot this week will be a great dialog for the future.  Both content providers and operators (the cable and telco folks who currently supply you with your networks) will discuss how we, as marketers, communicate the future of how consumers view their favorite show.

An AMAZING 2013!

Hello All.  I wanted to thank everyone for your amazing support this year with the release of "The Surfer's Guide To Marketing."  Its incredible to think that an idea in my head could come to fruition and be as successful as it is.

When I came up with the concept and wrote "The Surfer's Guide To Marketing" I thought it would be a great tool to help students and young marketing minds to see the amazing opportunities that live within my industry.  I had no idea that I would get such a great response from a diverse audience, support from friends, family, and interested consumers alike.

"The Surfer's Guide To Marketing" is on the shelf!

Having created T.E.A.M. to help motivate underprivileged students and showcase how they could excel in the world of sports and entertainment, I knew that showcasing my experience with brands like ESPN, NFL, ABC, etc. would resonate.  It was a formula I utilize in speaking engagements and when I meet with aspiring and talented individuals.  But until you put your heart and soul into a project, spend significant hours and energy creating it, and ultimately put it out for the world to enjoy, you don't know if you have a success.  It's something that I mention in the book as part of the marketing process but ironically I've realized it was also the feelings surround the creation of the book itself!

So as we end 2013, I wanted to thank everyone who helped me get to where I am.  All of the clients who had confidence in me and my team to develop campaigns that exceeded their expectations.  All of the creative and strategic minds that allowed me to join them to develop innovative efforts.  The amazing roster of celebrities, athletes, and business executives that I have been fortunate enough to engage and collaborate with.  And my family who go beyond this little "bucket list" project and stand by me regardless.

And most importantly, anyone who reads this and supports what I do.

"The Surfer's Guide To Marketing" was founded on the promise of providing an educational, motivational, and entertaining experience and I encourage you to read the book regardless of your career field.  Because had I not taken my own advice, I would have never taken a chance and written the book.  You can succeed in any field or activity you choose and if I can go from a packaged goods marketer to developing Super Bowl events, anyone can do it!  And as I always say, if a large uncoordinated man like myself can balance on a small board on large waves, then you can do anything!

Here's to a great 2014 and I hope "The Surfer's Guide To Marketing" provides an idea, an urge, or a spark to make your next year as great as mine was this year!

How The NFL Marketers Deal With Injury

While I am the first marketer to take advantage of buzz, topical events, and clever marketing ploys, I do have to give the NFL "the finger" for this one.  And I love the game, the league, and the players so believe me it isn't my first thought to jump on the NFL.  But as you might have heard by now, Arizona Cardinals safety Rashad Johnson lost part of his finger in the game against the New Orleans Saints last weekend.   (Check out the pics on TMZ)

Up until that injury, my friend and Hall of Famer Ronnie Lott held the distinction of being the only player to have literally sacrificed a digit for the game.  It has always played into Lott's tough guy persona and I will now concede that Johnson can be added to that space, especially since he didn't know he was missing the end of his finger until he took off the glove and the finger tip stayed in it!

The great Ronnie Lott in action

But should the NFL embrace this and actually, um. point a finger to it?!  As a league that has come under fire for their handling of injuries including serious head trauma and even the symptoms of depression that may (or may not) have lead to the suicides of several prominent players including Junior Seau, is it wise to embrace this latest injury?

The late Junior Seau

I pose the question because the Arizona Cardinals are embracing the situation.  Rather than shy away or even approach the incident with a matter-of-fact strategy, they have decided to make fun of a pretty heinous accident.  Today, the official Arizona Cardinals social media pages are bragging about their new foam finger souvenir...

Now don't get me wrong, I once told Ronnie after a great personal appearance for hundreds of fans that I wanted to "High FOUR" him (to which he gave me a "look" that only terrified WRs and RBs have seen up close) but I'm also not representing a brand on the hot seat.  It's a funny little attempt to capitalize on the publicity of the gruesome injury but having worked with disabled players in need, being close with retired players who have had injury lawsuits against the league, and even having provided services for Gridiron Greats, lead by HOFer Mike Ditka and former All Pro Kyle Turley, I understand that injuries are no longer a laughing matter.  How can the NFL settle a $700+ million lawsuit with players over injuries and then make light (and actually promote) that exact situation within the same month?

I reached out to Kyle and he had a strong opinion about it, as expected.  Kyle said, "That doesn't surprise me at all.  It's ignorance.  They (the NFL) will claim they have no responsibility and frankly, just must be void of conscience.  The NFL has some of the brightest minds in their PR and Marketing departments so they had to have thought this through and decided to do it anyway.    The Cardinals obviously care more about buzz and sales versus player health and safety."  

Would it be ok if Marlboro made black-lung balloons?  Jim Beam had branded drunk-driving crash helmets?  Or Smith and Wesson had target t-shirts?  I'd like to think that maybe those marketers wouldn't be so quick to embrace the worst possible results of their product.  I'm all in favor of being creative but you also need to be smart!  Because nothing says "hysterical" like the local mortuary sponsoring "free casket" night for the first NFL player who dies on the field.

Maybe the NFL should call a penalty on the Arizona Cardinals and give them a one-and-a-half finger salute.

Radio Interview On The MO SHOW

Here's the latest interview with author Randy Rovegno.  Click on the link and simply play the clip.  Randy comes in at the 20 minute mark.

http://www.blogtalkradio.com/moradioshow/2013/09/04/mo-radio-show-on-sports

BOOK EVENT

Last night I attended a mixer for Entertainment professionals in Santa Monica and spoke about "The Surfer's Guide To Marketing"   As the presenter for the session, I was able to reveal some of my tips and tactics that have served me well across my career.  Along with explaining some of my favorite case studies, we were able to have a productive conversation to address issues and opportunities in the world of Entertainment.

The group discussion included a significant amount of time on social media and how networks and studios tend to produce the same, ineffective strategies that garner flat results.  In "The Surfer's Guide To Marketing" I encourage marketers to create a relevant story, provide continuous and dynamic content, and reward loyal followers.  Simply providing basic facts to the followers and community that has an affinity for your brand isn't going to grow your business.  It's imperative that you give this ideal market the utmost attention as they've already bought into your brand and thrive on innovative or novel information.

With Facebook's "Suggested Posts" (a finely worded term for advertisers) there is now a non-organic element to users' pages.  Ads that pop up and earn an impression by simply being on your browser when you log on to Facebook at that time are going to dilute the messages you are attempting to communicate.  We concluded that its imperative more than ever with these distractions to bring interesting content to the table.  New character details, images, or even "cutting room floor" content that has never been viewed can become vehicles to drive your followers.  Give them what they want and your brand will be rewarded.

I was personally thrilled with the chance to discuss my career and marketing experience and meet some great future innovators.  The creative, passionate audience in attendance was more than gracious and we concluded the evening signing a few copies of "The Surfer's Guide To Marketing!"

Body Glove Interview

When researching great brands and marketers for "The Surfer's Guide To Marketing" I wouldn't have considered finishing the book without hearing from Bob Meistrell of Body Glove fame.  I've spoken about Bob previously and I was excited to find video of an interview he conducted in which he relays the story of the Body Glove name and logo.  I chronicle that famous moment in the book but here it is for you visual marketing followers!

http://money.cnn.com/video/smallbusiness/2013/08/06/sbiz-hwgs-body-glove.cnnmoney/?iid=SB_Video

More Athlete Controversy Makes Brands Question The Use Of STARFISH!

A client inquired about my chapter on STARFISH in lieu of the Riley Cooper situation.  If you haven't read "The Surfer's Guide To Marketing" (and I can't possibly fathom why you haven't) STARFISH is my term for celebrities involved in corporate relationships, endorsements, etc.  We are currently discussing using professional athletes for a product placement campaign and the client brought up recent issues with Aaron Hernandez, Riley Cooper, A-Rod, and even Johnny "Heisman" Manziel.   While I would never profess to be the celebrity expert to the extent of Super Agent Leigh Steinberg, whom we featured in "The Surfer's Guide To Marketing," I do have significant experience in sourcing the right STARFISH personality to drive a company's awareness and messaging.

Recently, I wrote an in-depth post about a similar issue with Sergio Garcia and Tiger Woods so please feel free to read the post here.  But with this recent wave of stories making the news, it's difficult to avoid this discussion and as always, I tell clients to look at the individual and explore that specific STARFISH rather than just generalize.  I tend to use retired players due to their experience and availability but every brand, every event, and every STARFISH requires individual attention to determine their viability as a representative for your brand.

Much like a GM of a pro football team, you need to do your homework.  With someone like Riley Cooper (who recently made a racial slur that was caught on video) you could have probably gotten a feel for what kind of guy he is based on past record, his teammates, etc. When the video emerged, you can determine perhaps if it was an isolated incident or if perhaps he's not the best STARFISH to appear on the packaging of your product.  Obviously, in the immediate future, he won't need to be answering many calls from potential sponsors, but in general, you can get a feel for how a STARFISH carries themselves and represents themselves as a brand before they represent your brand.

Serious controversies like Aaron Hernandez, OJ Simpson, or Rae Carruth are not the typical situation most STARFISH get involved with so if we eliminate extreme cases, we can better dissect the risks involved with celebrity endorsements.  This offseason, there were reports about how over 30 NFL players were arrested since the Super Bowl and the world gasped!  Such an astronomical rate, right?  I would simply argue that these stats are not much different than that of the average 20 to 25 year old male.  Young men make more mistakes than the population as a whole and ask any insurance agent which demographic takes the brunt of playing "the law of averages" when determining rates.  While DUI, simple assault (bar fight), and other minor infractions are not acceptable under any circumstance, are NFL players dramatically worse than the average population in terms of most simple misdemeanors?

While someone like Johnny Manziel is obviously not eligible for securing endorsements as an amateur, would you be surprised that a 20-year-old famous guy in the social media age would have a few blips on the character radar? And let's be honest, his only "issues" involve maybe a few too many beers, sleeping in late, tweeting from sporting events, and going to a fraternity party.   In my day, that would have made him pretty much every other student in college not named Tim Tebow!  But seeing his reaction (which may even be a little justified with all the media piling on) would make me hesitant to recommend him for corporate opportunity if that option was available today.  I'm not defending any of the actions of players who end up in the news for the wrong reasons, but I just want to keep it in perspective.

Even when you do your homework, have worked with trusted STARFISH with impeccable reputations, or even have personal relationships, you might find yourself caught up in a celebrity's saga.  It's great PR when your STARFISH does something wonderful on or off the field.  After all, isn't that the purpose of even having the relationship?  Win the Super Bowl, donate to a charity, take time to mentor children in their community... it is all golden.  But even with a record of such service, it can all come into question when a player does something heinous... like leaving a $3 tip!

Obviously I'm being sarcastic when I bring up the Drew Brees "Tipgate" controversy.  Drew is also featured in "The Surfer's Guide To Marketing" and I highlight his community service and overall positive stance as a role model.  But even a "sure fire" endorser of brands including Pepsi and Pampers can find himself mixed up in a debate and his recent $3 tip (on a takeout order that he picked up, BTW) is quintessential ESPN filler for the nine hours of debate shows they air ad nauseum.  There is no controversy here and I would argue that Brees is one of the most courteous and generous STARFISH out there.  Nonetheless, the Super Bowl MVP has been brought into a discussion that explores his character and doesn't revolve around touchdowns or completions!

So what's the solution?  If you want to utilize STARFISH to drive your brand, you simply need to approach it like any other resource and do your homework.  "The Surfer's Guide To Marketing" explores step-by-step actions and suggestions you can take to ensure you make the best decisions possible and aside from simply creating your own mascot character for a spokesman, there will always be a variable of human error when dealing with humans!

Oh wait, didn't the AFLAC duck get fired for insensitive jokes?

The Surfer's Guide To Marketing Radio Interview

Hey Friends, Followers, and Fans...

Here is a recent radio interview featuring author Randy Rovegno discussing the new book, some marketing philosophies, and experience creating successful brand communication efforts.  

Please feel free to listen and post on your social media channels!

Mahalo!

The Secret To Social Marketing!

Here it is.  Are you ready?  Would you like to know the fool-proof way to drive your social media communication?  There is only one thing you need to know...

There is no single proven solution.  In a world of instant weight-loss pills and a kitty-cat video garnering three million impressions in 24-hours, we are a society that wants instant gratification and instant results.  And I hate to say it, but the way to increase your views, "Likes" and Followers is through proven tactics that have driven marketing concepts for years.

The Surfer's Guide To Marketing focuses on different tactics to increase your social media presence and productivity, though just as its easy to tell a novice surfer to "Get on your board, paddle in front of a wave, and stand up" the actual execution is a little more tricky.  But integrating some of the basic protocol and techniques can ensure that you will be on your way to greater incremental results.

In the book, I ask if it is wise to let a kid with no marketing or PR background "drive" your Twitter or Facebook simply because the tattoo covered, facial pierced entry level employee knows how to "Tweet".  Would you let that same rookie produce a full-page color ad in the NY Times?  Certainly it's an extreme example but you get the idea that classically-trained marketing does hold a place in today's rapidly changing social space.  

So if the basics for surfing involve the right board, wetsuit, wax, tide/swell, etc. then we need to ensure your social media offering provides content, consistency, and engagement.  Simply put, you need to say something interesting that users want to hear, continue to provide informative and/or entertaining content on a regular basis, and ensure that your followers or fans can have some input in the conversation.  Those three areas are the foundation for any positive campaign.  

SAY WHAT?! The Surfer's Guide To Marketing features a Case Study of two television networks facing similar situations and turning to social media to communicate with their fans and (even more importantly) their disgruntled customers.  I won't fill you in on all the details here (because why would you need to buy the book?) but I will tell you that half of the social media battle is what you say.  The messaging between the two companies was very different in nature with one being straightforward and the other trying to dance around the issues and provide "fluffy" non-relevant content.  While you would assume which one had a more successful approach based on the set-up of strategies, I can tell you that BOTH wiped out worse than a Kook at Teahupoo!

REWARD ME! Other aspects of driving engagement centers around rewarding loyal followers and user-genterated interactions.  Simply put; people like free swag so I always encourage clients to provide giveaways, rewards for input, and brand sampling across all of the platforms.   Provide incentives to stay, combined with aforementioned solid story telling, and you have a formula to increase loyalty and impressions.

More intricate interactions including sweepstakes and user-generated content are great solutions if you make it relevant, organic, and fun.  Getting users to forward to friends in a user-voting effort is a great way to ensure you increase your footprint as long as the cause is something fans can get behind.  Not every invite to get involved is successful and there are many tips and secrets we discuss in the book, but from a ten-thousand foot look, creating a fun opportunity for your Followers to become part of the story is a solid approach.

WHO CARES? And now that we have the "what", let's also ensure we target the right people.  There are three major categories of social media users: Spectators, Participants, and Creators.  If you don't believe it, ask yourself which one of these three types of user you most resemble?  Do you simply see your friends' posts or ignore when they ask you to vote/give/forward, etc?  Then you are a Spectator who is exposed to the message but not actively participates.  Or, perhaps you will vote for your friend's singing video or share their post for their cause on your own Facebook page.  That classifies you as a Participant.  Someone who will engage to some extent and put forth an effort but are not fully driven to enter the contest or promote yourself.  And of course, the last area is reserved for Creators; the person who uploads their cutest baby in the contest or drives their friends to vote or enter.  Creating a campaign that draws in all three is the secret to a successful user-generated activation.  Make it interesting for the casual observer, relevant to a friend who will support the effort, and enticing enough that people will lay it on the line to become a disciple for the contest or promotion.

LEARN MORE! For more of the social media discussion including tips, tactics, and Case Studies featuring amazing brands and their successful strategies, be sure to pick up a copy of The Surfer's Guide To Marketing.

How To Become a Marketing BARNACLE

In The Surfer's Guide To Marketing, we discuss different ways to utilize another organization's on-site event, promotion, or activation to drive your brand.   I refer to partnering with a larger exhibit or trade event as becoming a BARNACLE.  Your goal is to drive awareness and interactions for your product or service without disrupting the flow, causing too much attention from the host, or spending significantly more resources than the value you gain in return.

The BARNACLE, those little animals that live on the chin of a large whale, are the perfect surf-analogy example of how you should position yourself to be successful as an addition to an existing organization's activation.  The mollusk's main job is to subtly attach to a larger host and leverage their partner's existing efforts while sucking in plankton and getting a free ride.  They don't cause too much of a distraction and are able to have noticeable gains without expending much effort.  And that mentality directly transfers to the marketing world when creating an on-site partnership.

Having created activations at high traffic locations ranging from trade shows to shopping malls to the Super Bowl, I always approach the opportunity with the same philosophy of becoming a BARNACLE.  I want to ensure my brand gains incrementally more exposure and value than if we did a stand-alone effort and we do not disrupt the host to the point where we draw negative results or controversy.   

On-site activation for a major network premiere.

While some promotions, tours, or locations can have sponsorship packages ranging in the seven figures, most of the BARNACLE activations are established because your brand has smaller budgets with large expectations.   That's where The Surfer's Guide To Marketing becomes a valuable resource as we dedicate an entire chapter to the best approaches and proven techniques in this arena.  We discuss proven cases and provide a how-to for operating and thriving as the marketing version of the little critter on Shamu's face!

And for every successful case study in my book, there are also real-world examples of what guerrilla marketers do wrong  Recently, Ouya tried to crash the E3 video game expo.  Rather than pay to be included in the show, they thought (like many marketers do) that they could circumvent the official relationship by setting up in the surrounding area for less.  Instead of going through the front door, Ouya tried to go through the back door... or more accurately, the parking lot.  E3 wasn't too fond of this type of grass roots activation and the attached link describes the battle that ensued.

As a veteran of on-site marketing, I have been exposed to countless situations surrounding the "right" or "wrong" way to approach it.  The Surfer's Guide To Marketing explains my strategy for being a successful BARNACLE and Ouya definitely didn't approach it the way I would have.  What's your take on how to create a successful activation and what do you think about the article and E3 vs. Ouya battle?  Please leave your comments!

http://games.yahoo.com/blogs/plugged-in/ouya-tries-crash-e3-feuds-esa-171508817.html

Purchase The Surfer's Guide To Marketing

The Surfer's Guide To Marketing is out just in time for summer!  Be sure to pick up your copy today.  It's an innovative, entertaining look at the various marketing tactics that have proven success.  From social media to celebrity integration, we cover everything small businesses and Fortune 500 companies utilize to drive their brand.

A few of the outlets to purchase the future best-seller include:

CreateSpace

Amazon

The Surfer's Guide To Marketing's Tips on Starfish

With Sergio Garcia making negative headlines this week, his sponsors are backpedaling faster than a ball on the slick green on 17!  The irony is that the target of his abuse is Tiger Woods, himself no stranger to having brands turn their back on a once-promising relationship.  Having worked with hundreds of celebrities ranging from using their likeness on packaging, filming on-air spots, event appearances, and more, I have insight into the proper selection and use of talent to drive your marketing needs.  In my new book, The Surfer's Guide To Marketing, I discuss celebrity engagements, or what I call the use of Starfish.  Here is an outline of considerations when deciding if you should engage celebrity talent, what person to best align with for your brand, and the best practices to leverage your relationship with the celeb.  

Every brand is different and requires a unique voice, positioning, and style.  You speak to unique audiences and segments so we need to ensure that we all understand there is no one surfboard for every condition.  The next star might not be the right star.  So let’s explore some of the criteria for adding a Starfish to your roster.

1) Define what your brand is and what you want to say.   Write a few key words that your brand would demonstrate if it was a human being.  Are your shoes cool, sleek, stylish?  Is your vacuum cleaner reliable, easy, and quiet?  Whatever your brand identity is, make a note of it.

2) Who are you targeting?  It's Marketing 101 but we need to identify if we are looking at an upscale, cerebral demo or a fanatical, face-painting everyman.  While certain big names transcend the brand, it makes sense to ensure that the ideal representative is identifiable with your target.  Sports fans want athletes but the same probably can't be said for a mom at the retail make-up counter.  Ensure you have the right demo in mind before trying to sign a name to speak to them.

3) Credibility.  Knowing that Starfish are human (did I just write that?!), we can start to target athletes or artists that have the similar characteristics as your brand or appeal to the demographic.  Similar to the chapter on Environmentalists, this association must be true and relevant.  Michael Jordan can promote Haines because he wears underwear (I’m assuming).  But would he be a good Head & Shoulders pitch man since he’s bald?  Probably best saved for Troy Polamalu and his flowing mane.  The credibility of the Starfish is key to persuading the consumer to follow the spokesman’s lead.  

There are two parts to credibility; the Starfish’s perceived honesty and probability.  The first is simple; would a consumer believe the spokesman?  Are they honest or at least appear to be honest?  If a convicted felon appears on TV and tells you the hamburger shop down the road is great, do you automatically believe him?  

The second-half of credibility is the consumer’s impression that the Starfish is an expert in his field and the brand they use is a factor.  Their perceived expertise or ability to excel in their field while possibly using said product is a key to the story.  Halle Berry is beautiful and she probably uses the makeup she promotes to get there.  Sergio's clubs are TaylorMade and as the tools of his trade, it's a logical connection.  It’s a capable story that the consumer can associate with.  Does the identity, credibility, and expertise of the brand and Starfish intertwine?  If so, highlight those names and continue.

Take the brand attributes and the human characteristics we’ve listed in Step 1 and Step 2 and start to list appropriate Starfish that could support both columns.  Don’t worry at this point about unique factors like cost, accessibility, etc.  We can eliminate those later.

4) Appeal.  In the most vapid, vain line in The Surfer’s Guide To Marketing... I ask if the Starfish is attractive?  While it’s a no-brainer to have a beautiful supermodel promote makeup and clothing, a pitchman must skew high on a physically attractive scale based on the most primitive laws of attraction.  I discuss how our Brand Ambassadors need to meet a level of criteria that includes physical appearance because countless consumer research has the targeted demographic responding more favorably to those who they rank higher on a scale of attractiveness.  

While there are exceptions to every rule (Ask anyone who knows my beautiful wife and wonders if I’m holding her hostage in our marriage) the rule of attraction, combined with credibility, and awareness form the basis for your Starfish.  Sergio may not be quite a looker himself but the more appealing a Starfish is, the more likely they will be received by the public.  How often does Tom Brady's "movie star" looks come into the conversation when discussing his endorsements?   Check your list, highlight the Starfish who are still on the roster and now you know who would be an ideal representative for your brand.

5) Reality.  Even though Hugh Jackman is your ideal representative and his looks, honesty, and multi-talented acting and singing abilities would make your restaurant or clothing line a huge hit, is it feasible?  Many Starfish are not inexpensive and there are “levels” that you need to stay within if you are a smaller company or brand.  An MLS soccer player in your market would still drive traffic at literally one-hundredth of the cost of getting Wolverine to appear.  After all the exploration of the right celebrity for your brand, there needs to be a realistic look at what you can afford and the logistics of using the Starfish.   Perhaps the national star or league MVP mirrors a similar type of player on your city’s team that will have a great impact.  Replacing an Oscar winner with a reality star might fit both your brand and budget.  Explore the limitations and see if your ideal Starfish is able to swim with your brand.

Once you have the ideal candidate to represent your brand, you need to establish the best way to leverage that relationship.  For an entire discussion on how to utilize a Starfish in your campaign, check out The Surfer’s Guide To Marketing.

Randy Rovegno is an award-winning marketer with LONGBOARD Marketing and his list of brands he has created celebrity engagements for include ESPN, NFL, FOX, AT&T, Upper Deck, ABC, and more.  He has worked with countless athletes and celebrities including Drew Brees, Wayne Gretzky, Ray Romano, and more.  His new book, The Surfer's Guide To Marketing is available this week and features a humorous look at marketing and demonstrates his proven techniques and tips via real-world case studies.  Follow The Surfer's Guide To Marketing  on Facebook.
 https://www.facebook.com/TheSurfersGuideToMarketing