6-1-07mill

Greetings!

Are you having a red-letter day? I am. Wouldn’t it be cool to get the red carpet treatment on a red-letter day?

Most people know that because of its visibility—stop signs, stoplights, brake lights and fire equipment are all painted red.

In India, red is the symbol for a soldier.

In South Africa, red is the color of mourning.

The ancient Egyptians considered themselves a red race and painted their bodies with red dye for emphasis.

Red is the most commonly found color in national flags. In the U.S. flag, red represents valor and hardiness.

“Tim, what’s with all the red stuff?” Well, red demands attention. In all things, the color red affects us most dramatically. Even biologically, blood is red and when we see it, there’s an immediate “Uh-Oh!”

So, I wanted to give you a little history, psychology and biology in one column. And let’s add some newsworthiness. Just so you can be in the know, there is news out from the folks at Pantone (creators for the Pantone Matching System used by ink manufacturers and color users of all types).

Chili Pepper (Pantone 19-1557) is Color of the Year for 2007! The deep spicy red is said to "connote an outgoing, confident, design-savvy attitude." Pantone Color Institute director Leatrice Eiseman comments: "Whether expressing danger, celebration, love or passion, red will not be ignored. In 2007, there is an awareness of the melding of diverse cultural influences, and Chili Pepper is a reflection of the exotic tastes both on the tongue and to the eye. Nothing reflects the spirit of adventure more than the color red."

And what color is in our logo? I guess we were ahead of our time.

Tim Padgett
tim@peppergroup.com

“An optimist is a person who sees a green light everywhere, while a pessimist sees only the red stoplight. The truly wise person is colorblind.”
—Albert Schweitzer

“Colors fade, temples crumble, empires fall, but wise words endure.”
—Edward Thorndike

George's Going to Market: Sticky Messages

Why do some messages just stick with you, while others are quickly forgotten? For example, why do we remember precisely what happened to that guy who was approached by a beautiful woman in a hotel bar and woke up in a bathtub missing a kidney, yet we can’t recall that new corporate strategy that was announced last month?

This is the question explored in a new book by Chip and Dan Heath called Made to Stick: Why Some Ideas Survive and Others Die.

This idea of stickiness has always been important to marketers to help ensure our target audience remembers our message. But creating sticky messages is now more important than ever. Web 2.0, which allows everyone to easily create content on the web, has turbo charged old fashioned word-of-mouth. Create a good message and it can spread like wildfire, bringing a benefit that is potentially worth millions in traditional advertising dollars. And, unlike a lot of traditional advertising, it will also have a lasting effect on your audience.

So what did the research uncover? Here are six principles the Heaths identified that contribute to making a message stick:

Simplicity – The core message is both simple and profound

Unexpectedness – It generates interest and curiosity by overturning expectations

Concreteness – The message is put in terms of sensory information and human actions

Credibility – The details and import of the message have to be believable

Emotions – It should tap people’s feelings

Stories – The message makes use of a short, coherent story or stories

The more of these qualities the message shares, the more likely it is that it will be remembered and be influential. These apply whether the message is a political platform, public relations effort, corporate communication, B2B marketing or a consumer advertising campaign.

Compared to other disciplines, marketers have always been the most attuned to how a message is communicated and delivered. It’s why creativity is so treasured. So call us and let’s apply these principles and explore some creative, sticky solutions for your business!

George Couris
george@peppergroup.com

Erin's Earfull: TiVo and DVR Backlash

Approaching a commercial break during one of my favorite reality TV shows, an interesting “quick tips” segment appeared on screen. Instead of getting up to grab a drink, I found myself watching beauty tips provided by the makeup company sponsoring the show. After the short segment, my show was back on, and that’s when I realized what happened. I had just watched an ad without even realizing it—and even more, I was actually entertained! Creative and informative advertising that highlights the product and interests the viewer—what a refreshing change!

Lately, I’ve noticed that advertisers seem to be panicking over the growing number of TiVo and DVR owners. In an effort to make up for fast-forwarded, missed marketing opportunities, a large number of advertisers are now resorting to blatant product placement attempts. Reality shows are becoming extended ads, as sponsors become stars of the show.

Coca-Cola cups share the spotlight on American Idol as they sit front and center at the judges' table. Survivor’s reward challenges look like commercials for Mountain Dew and Visa, and the cast of Road Rules wouldn’t think of being seen without their T-Mobile Sidekick phone. I understand the need for advertisers to get their products seen by those who are skipping commercials; after all, they are paying for the programs. The creative challenge becomes the ability to seamlessly tie the product into a program, with relevance and style, without tarnishing the entertainment value or crossing boundaries.

Erin Johnston
erin@peppergroup.com

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