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Super Bucks & Risks for Super Bowl Spots
This Sunday it won't just be the New York Giants versus the New England Patriots, Eli Manning versus Tom Brady, or the NFC's #4 seed versus the AFC's #1 seed in Super Bowl 46, it will also be company versus company in the heated commercial-spot showdown.
Every year the marketing departments of gigantic, sustained companies, mid-level's looking for high-level attention, and upstarts hoping to make a monster splash, have to sit around their respective offices and try to develop a commercial that's original, visually astounding, funny, and thought provoking enough to encourage the boss to scribe a US$3.5 million (this year's average Super Bowl commercial spot price) cheque for a 30-second spot.
It's a huge risk. There's never any guarantee that any commercial is going to strike the chord in which a company shelled out the big bucks to hit. But if one does, I'm only to assume that the company reaps some kind of reward after the fact.
That said, I'm much more interested in knowing what it's like for those who created spots that ultimately fumbled the ball, dropped the pass, or kicked it wide right, if you will.
When they wake up the next day and discover that the media has put their contributions on the "Worst of" Super Bowl commercial lists, do their stomachs instantly turn as visions of pink slips and want-ads dance in their heads? Does it become time to start hunting for vacant window ledges?
Furthermore, do they somehow think that as soon as they leave their homes, they're going to be chased by pitchfork wielding bosses and an angry mob of online advertising elitists that trash such failures via Twitter and blog posts?
More interestingly, do they really care at all? Sure, it must suck to be creative contributors for a Super Bowl commercial that didn't impress, especially considering the millions upon millions of eyes that saw it. And sure it must be an awful feeling to think about how the higher-ups are going to react to investing heavily in something that died on the screen. But, it's not like these creative dudes created the Super Bowl commercial landscape, and its obvious risk and (potential) reward situation.
This perverted environment has been manufactured and continually expanded by the networks and the National Football League (NFL). They know how wide of a TV audience the Super Bowl will receive, and therefore uses that as a way to justify such incredibly ridiculous commercial spot costs. As a result, companies need to get more bang for their buck, and have to go big, or go home whimpering.
Naturally the commercial makers need to be cognizant of the larger stage in which they're expected to perform upon during the annual event, and should aim for the sky. But, like in the game, there's going to be winners and losers. I hope both they, and their bosses understand that.
There are very few guarantees in life, and when it comes to creative endeavours that are embarked upon with the hope of capturing and influencing a mass audience, there are even fewer guarantees. It's just a shame that nowadays life has to work that way for the artistic types in the commercial development world.
Three and a half million dollars (plus production costs) is a big number to live up to: I don't know if I'd be able to create affectively with such a high figure hanging above my brain. Kudos to those that can, and kudos to those that take their best shots.
Labels: commercial, super, going, versus, company, creative, millions, audience, guarantees, kudos, costs, reward, level, companies, million, created, think, bosses, bowl, patriots, giants, brady, manning
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Dear Retailers, Give Me Something to Groove to
I can't imagine all of the issues that retail management staffs have to deal with: crabby clientele, up-and-down till figures, and underachieving staff. I wonder if they ever think it could be the in-store music causing all of these problems.
As an active consumer, and former retail store servant, I've come to believe that sounds coming out of a place of business's speakers can play a huge role in how the whole operation runs.
When I'm in a mall, or store, I can't help but zone in on the music that's being played. I don't know why I choose to focus on this as opposed to good-looking girls, or stunning sales, but that's just what I do. Unfortunately, sometimes I pay so much attention to the tunes that I can't go on with my shopping experience.
The problem I find is that in-store music, like the radio, primarily caters to the Top 40 fans that would rather subject themselves to a catchy hook and sample, than something a little more original, yet equally fun and engaging. (I also see these people as those that must love smashing light bulbs, and then shoving their remnants straight into the eardrums.)
Seriously, how much Black Eyed Peas, Pink, Kelly Clarkson, Katy Perry, Selena Gomez, and LMFAO is one shopper expected to willingly handle, before going berserk and kicking over a fancy hand soap display stand? I mean, seriously!
I'm sure I'm not the only guy that feels this way. I bet there is a big percentage of people out in the malls, and stores that have as much trouble tuning things out as I do. This means, in some cases, they too are putting the cash and cards back into a desired pocket, and hightailing it away from the awful audio abominations.
I know in-store music is designed to offer up a friendlier, looser, and more tra-la-la-la-la environment. In some cases that can work, but in others, it can annoy employees, make customers (like me) agitated and anxious to run out of the store, and thus leave the retailer with fledgling numbers.
Of course, Top 40 is the popular, and safest route to go. That, and it sure as hell is more appealing than muzak (for the most part). But, would it kill owners and management to spruce things up a bit, and add some more variety?
Like, would it really be so bad that if after whichever overplayed Kelly Clarkson song finished spinning, Devo's Whip It, or the Spin Doctors' Two Princes came on next? Or maybe a little James Brown? Everyone likes to get on up once and awhile.
Wouldn't that be the ultimate compromise? Give the popsters something to jive to, then give weirdos like me something kitschy and classic that may motivate spending more time and money in a place? I don't think it's too much to ask.
Of course, I can't expect management to want to scare away the older demographic by playing the hits of Slayer, N.W.A., or Motley Crue, but I would like to see some flexibility.
Not everyone wants to zone out to the safe bets all of the time. Sometimes being great at business requires taking some risks. Why not start with a playlist that rattles some cages, and go from there?
I got your back!
Photo by Photostock
www.freedigitalphotos.net
My CES Must-See List
CES lasts four days (five if you count the pre-show Press Day), which isn't nearly enough to see everything. In fact, it's not nearly enough to see everything important. But five days is enough time to pick out the big trends. Here are six stories I'll be following at CES.
1. OLED: LG has already confirmed that it will be showing a 55" OLED (organic light-emitting diode) HDTV. The specs are amazing. It weighs 16.5 pounds, and is under a quarter of an inch deep. Samsung is also expected to show a big OLED television.
Because OLED pixels emit no light at all when they're turned off, blacks are anthracite-deep. But there are some questions around large-screen OLED displays: lifespan (especially of blue pixels), immunity to reflection, and price. At CES 2012, we'll start getting the answers.
2. 4K2K: Another emerging high-end television story is the emergence of flat-panel displays with 3,840x2,160-pixel resolution. LG says it will have an 84" 4K2K "ultra definition" LCD at CES. Sharp may also show a big 4K2K display, likely an 80-incher. As there's no current source of 4K2K content, the primary application for these televisions will viewing upconverted HD video.
Here's a question I have about 4K2K: for a given size (70" say), how close do you have to sit to the screen to see a meaningful improvement over HD? In typical applications, does 4K2K deliver real benefits, or is it primarily relevant to home theaters with projectors and really big screens?
3. Big screens: At CES 2011, Sharp announced it would henceforth focus on screen sizes 60" and bigger. It showed a 70" model, then the world's biggest consumer LCD TV. Halfway through 2012, Sharp launched an 80-incher. Will Sharp go beyond 80" in 2012? It will be interesting to see how other companies respond. Surely, Sharp's success with really big screens hasn't escaped its competitors' attention. Will Sharp retain its title as big-screen king? We'll know in a few days.
4. Small computers: The MacBook Air has been a big hit for Apple, and the Wintel world has definitely taken notice. Intel has been promoting pushing its Ultrabook concept for about a year. At CES 2012, loads of vendors will be showing Ultrabooks. And while Apple got there first, its grip on the ultra-portable PC market isn't nearly as unassailable as it is with tablets. There are loads of people who are firmly in the Windows world who would like an Air-like portable, and who will happily pay a premium of a few hundred dollars over a standard notebook.
For 2012, I'm thinking that Ultrabook-like computers will steal some thunder back from the iPad and tablets. Tablets are great for consuming content, but flawed for creating it. Ultra-portable PCs bridge those two worlds; and they're hitting attractive price points.
5. Computer audio: This steadily growing sector is poised to move from niche to mainstream status, both for headphone and out-loud listening. Audiophile brands like Cambridge Audio, Musical Fidelity and Wadia have moved in that direction; and new brands like Burson Audio and Woo Audio have appeared.
The same is happening in the headphone market. These are boom times for established companies like Sennheiser, AKG and Grado; and we're seeing a stream of new brands like Audeze and HiFiMAN.
Larger audio vendors are rapidly moving into this space. Denon, NAD and Paradigm all have very interesting (and quite different) initiatives around digital and personal audio. More proof that this stuff is hitting the mainstream: Samsung has just announced a hybrid tube/solid-state 2.1-channel digital dock that supports wireless playback via AirPlay and DLNA.
6. Network entertainment: Internet TV (IPTV) was a big theme of CES 2011. It will be interesting to see how TV vendors refine their IPTV offerings this year in terms of functionality, ease of use and responsiveness. And it will be interesting to see how the interfaces evolve. Will we see support for control by gesture, using Kinect-like technology? Will the range and quality of content that Canadians can get from IPTV services evolve?
Network entertainment delivered over the Internet is certainly the future. The question is, how quickly will it arrive? And what barriers will vested interests (telecom companies and lapdog regulators) try to impose?
It's going to be an interesting year.
The CES Virgin Prepares for 'Vegas
I've been a journalist for a long time. I've covered events, interviewed people on the fly, and worked stories to the point that my brain, back, feet, and legs were ready to succumb to a standing eight count. However, I've been warned of the mighty battle that is CES; and I must admit, I'm feeling a little frightened.
I'm not even sure if "frightened" is the right word, because a large part of my ego doesn't want me to feel intimidated by such a thing. Encountering a rabid dog on the street, facing an armed mugger in a convenience store, or attending a Britney Spears concert are events that I would consider far more frightening than CES. However, the unknown comes in a close fourth; so since this will be my first CES, I guess it falls into the "unknown" category.
Since joining the Marketnews staff, I've been offered a lot of advice, plans of attack, and anecdotes on how to handle CES. They all make perfect sense. I will bring several pairs of the most comfortable shoes I own; and although my feet will still likely be throbbing after banging along the trade show floor for a full day, I won't attempt to drink away the pain until the wee hours.
But no matter what anyone says, I'm going to be a giant stress ball until at least day three. It won't be until then that I'm able to overcome my innate claustrophobia, and handle the massive crowds in tight spaces, or that I can find the best possible way to make sleep depravation work to my advantage.
Then, somehow, I will have to make attempts at writing strong, factual, interesting, and coherent copy for our excellently loyal readers, while feeling tired and sore, and without much time to get everything done. Some days, I'll feel rushed to get all of my notes on paper and online so that you all don't miss out on all of the big-time CES happenings. Therefore, I want to apologize in advance for any typos, and minor spelling or grammatical errors that may turn up in any of my CES coverage. I will do my best to seek those out and assassinate them one at a time before they reach the worldwide Web. But, I'm only human, and I'll likely miss a couple of targets.
One thing that I'm hoping not to miss a couple of is meals. I've been told that sometimes it's nearly impossible to not only find time, but also find a line short enough to get food from. I'm a skinny man with the hunger of one of those professional competitive eaters. I need food in my belly quite regularly, and I can be unpleasant if I'm unable to get some sweet, sweet, sustenance into my system. So, if you encounter me, and I come off a little cranky and faded, perhaps you will be able to win me over with a hot slice of za, or a cheeseburger.
Right now, the mission at hand is to make sure I have everything I need. This pack mule plans on having a suitcase or two jammed to the brim with several wardrobe options, work supplies, and some light snacks, and forgetting anything won't get past airport security. If I'm going to haul stuff around brutal airport lines, I might as well bring it all but the kitchen sink.
All told, I'm sure it will be fine. I am a pessimist at heart, and most of what I worry about on a day-to-day basis usually turns out to be more built up in my brain than it needs to be. Sure, I may leave ‘Vegas a pale, broken-down, red-eyed, malnourished, shadow of my former self, but I will board that plane home with a new experience under my belt, and a nearly five-hour window in which I can snore in the ear of the person next to me in economy class.
Between now and then, however, I'm still interested in receiving more advice from our faithful readers, so feel free to comment below and offer this poor ‘Vegas virgin some extra guidance. He's likely going to need it.
BLOG: Statistics for Hire
Whenever I read a market research survey, my bullshit detectors light up, especially if it's one of those what's-coming-next-year thingies. Inevitably, these "studies" are designed to produce the results their sponsors want. Basically, they're ad copy masquerading as social science.
Take, for example, the "Rogers Innovation Report." The bubbly PR blurb that accompanied the report described it as "a first-of-its-kind survey from Rogers that captures consumer predictions on hot technology topics that impact our daily lives."
It's based on an Internet survey of owners of tablets and smartphones who are also Angus Reid Forum panelists. These are people who have signed up to complete online surveys, and are paid for their participation.
My beef with all surveys - telephone, Internet, whatever - is that they leave no room for nuance. Participants can't say what they think about the subject at hand. They can only indicate whether they agree with canned statements. Those statements are almost always designed to promote the sponsor's agenda, and elicit favourable responses.
So it's not surprising that this group, which by its nature is far more technophilic than most people, thinks technological nirvana is right around the corner. The sponsor's agenda gusts out from between the lines of the survey's breezy statements.
For example, 85% agree that, "The day will come when you can access your family memories that are saved in a central location, from anywhere, anyplace, anytime." O glorious day! Especially glorious for your wireless provider if you access your family memories in another country, or you go over your data limit. Ca-ching!
And 81% agree that, "People will travel lighter as files; documents, music, videos and other content are available to them virtually." My laptop and smartphone are pretty light; but the documents, music, videos they contain weigh nothing at all! But if I'm using a mobile data plan to pull them from the cloud, my phone bill could be rather heavy!
The future is definitely getting faster. "Due to faster speeds, more people will play mobile games, stream videos, music and TV content on their mobile devices," agree 83% of respondents. Guess that means a heftier data plan or some surprise bills.
Wireless nirvana means your provider having its hand on your wallet, almost literally. "More people will use their smartphones to make purchases," say 79% of respondents. "Your smartphone will replace your wallet," say 43%. Phone companies could teach banks a lesson or two about hidden charges. I don't relish the prospect of my phone company being my banker.
Happy New Year.
P.S.: Have you been ROGERed by your telecom provider? Had your Bell rung? TELUS all about it in the comments section below.
New Year's Resolutions for an iPhone User
As noted in a previous blog, I received an iPhone this past August and initially had some trouble getting used to the thing. Now that I've gotten comfortable with it, I find myself needing to establish a few New Year's resolutions so that I can control my obsession with it, and find new ways to put it to better use.
1. I will become a better touchscreen typist.
With my old BlackBerry, I used to be a rapid-fire phone typist. That little keyboard was no match for my quick brain and faster thumbs. However, I still haven't been able to master typing upon the iPhone's touchscreen. I'm okay, but I find it to still be too much of a challenge for my gigantic hands. I don't have the luxury of having girl-sized nails and therefore need to work much harder to compose anything. In 2012, I shall strive to type faster, and better than any perfectly manicured woman.
2. I will fight the urge to take the phone to the bathroom.
Everyone does it, and anyone who claims otherwise is a liar. I still feel a little strange when I do it, and wonder how I've gotten to the point where I can't leave the device on the other side of the door. In 2012, I will keep my iPhone in my pocket, or in separate quarters, when using the facilities. I will stop being gross.
3. I will not allow my solitaire app to dominate my free time.
Most people play highly interactive, truly imaginative and eventful games on their iPhones. Me, I've become addicted to solitaire. Not some really cool tricked-out version of solitaire that has some type of animated character dancing around on the screen to a techno dance beat as the cards are doled out, just straight-up, card-to-pile, card-to-pile solitaire. My eyes get blurry as I attempt to beat previous scores, and my blood pressure begins to rise as I find myself unable to get that damn 10 of spades that I need to reach the podium. I have a problem, and I need to find something more 21st century. In 2012, I shall stop being boring and find a game that makes me look cooler to people who snoop at my screen and wonder why something better isn't upon it.
4. I will begin to appreciate the late Steve Jobs a little bit more.
Steve Jobs was a revolutionary figure that the world lost way too soon. However, I'm rarely the type of person to put someone on a pedestal, especially someone that I don't know. Admittedly, I got tired about hearing about Jobs, even though the months of tributes and reflections about his life, following his death, were a worthwhile exercise. I just happen to be someone who gets sick of anyone and anything that gets overexposed. Maybe in 2012 the media, the society, and those in the industry will begin to do what Jobs seemingly did best with his technological advancements, and that's look ahead instead of looking back. Just maybe, I will then have the chance to reflect on what he's done, and how much of an effect his inventions have had on my life. In 2012, I will develop a deeper respect for the late Mr. Jobs.
5. I will put my iPhone through its paces.
I'm admittedly a very nuts-and-bolts iPhone user. I don't have a billion apps that have a billion different functions and purposes, and I don't blast through lots of GBs of data. In some respect, I find that I'm wasting the wonderful piece of technology that's in my hand. If all I'm doing is reading articles, playing solitaire, and texting, I'm certainly not being as in-the-know about the iPhone's capabilities as I should be. In 2012, I will go to town with my iPhone, and visit as many digital destinations as I possibly can without losing myself in the process. Wish me luck!
The Boxing Week Survival Guide
Here we are. One shopping season is over with, and another commences with the arrival of Boxing Week. It's that glorious time of year where deals overwhelm pocketbooks, and jolt our brains into thinking that we don't just want something, but we absolutely need it.
When it comes to this occasion, I can't be one to judge someone on how to about this Boxing Week business. Sure, I think it's a little ridiculous to wait for hours in line for anything, and I don't think it's cool how aggressive people can become in malls or parking lots. But if someone wants to throw a huge amount of dough into the registers of retailers, who am I to say anything?
However, I have been a member of many Boxing Week shopping mobs, and have decided to offer you some tips on how to survive the last week of the year.
1. Don't be a Maniac
It's plain and simple. Don't be one of those individuals that pushes or bumps people out of the way to get a product, and don't yell at the cashier if something goes wrong during the transaction. It's not necessary. I don't care how much of an adrenaline rush you get from the sight of an extraordinary deal, or how much stress is remaining in your system from the holiday rush. Being a jerk to fellow shoppers or store employees is inexcusable, whether they push your buttons ornot. Be the better person, and move on.
2. Set a Budget
It's certainly easy to spend until you're broke (or even worse, deep in debt), but don't do it. If you do, chances are that a few days after the Boxing Week rush is over for you, you'll look at your latest acquisitions and realize that at least half of them were knee-jerk purchases. From experience, it's way better to sit there and say, "Man, I should've bought x and y," and be able to afford groceries, than to look at the bags and receipts and wonder,"Hmm, maybe I should attempt an all water diet this week."
3. Have a Plan
Too many times I have found myself circling stores, malls, and cities for the greatest deals. By lunch my legs are cramped, my head is throbbing, and I begin despising my fellow shoppers because, like me, they have fallen victim to the temptation of taking advantage of as many deals as possible, as opposed to determining ahead of time which deals to pursue. By figuring out what you truly want/need during Boxing Week, you will save yourself some energy, money, and from having to pose in the fetal until all feels right with the world again.
4. Eat
Food courts suck on Boxing Week, and restaurants (to the enthusiastic shopper) take too much time out of the shopping day to truly be enjoyed. Nevertheless, one must eat. I don't care if it's energy bars in the pockets, a picnic basket in the backseat, or setting up a mini grill on a patch of grass by the mall to cook some frankfurters can on the fly. Eating is a must. The nutrients will keep you functional and stop you from becoming that person that faints straight into the display model of the must-have big=screen TV.
5. Have Fun
Boxing Week can be overwhelming, but it should be fun as well. It's exciting to be able to get something you or your household truly need, for a bargain basement price. Sure, the crowds, traffic, and cash outlay can lead to an absolute freak out; but try to resist. It's only shopping, and there are far more things in life to get stressed about. Not being first in line, or not coming away with a certain product shouldn't be some of those things.
Now, saddle up and ride!
Photo by: Graur Razvan Ionut
www.freedigitalphotos.net
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