Author Archives: John

google likes us – they really like us

Two aspects of internet strategy have consistently made headlines in the year just passed: social media and search engine optimization.

We’ve been working hard in both areas and we’re pleased to see our efforts pay off with an earned number three page one ranking for the search term “powersports advertising” (minus the quotes). This is significant because neither “powersports” or “advertising” are part of the site URL.

What’s it mean? That anyone looking for powersports advertising help online will see us in the top five. Meanwhile we’ve just rebuilt the site and are looking forward to adding new content and interactivity over the next few months. And we’re taking aim on the top spot.

the gorgeousness of dakar/argentina

down a dusty road - with rocks, boulders and bridge trolls Thanks to Robin Hartfiel’s forward of powersports photog Joe Bonello’s link to some stunning images at the Getty collection of this year’s Dakar coverage posted at Boston.com’s sports section. Big thumbs up for their rally listing, as well as other magnificent sports photography under the Big Shots general heading. Big indeed. Check them out.

Photo info: Manuel Jamett of Chile rides his Yamaha motorcycle during the sixth stage of the 2nd South American edition of the Dakar Rally 2010 from Antofagasta to Iquique January 7, 2010. REUTERS/Jacky Naegelen (CHILE – Tags: SPORT MOTOR RACING)

more proof: perception is reality

TSA as it's known to passengers fast company’s quick out of the box on the spectacle we’ve come to know as TSA, joining the growing chorus of adults clamoring for a better solution to the critical need for effective, efficient security screening techniques.

Nitpicker and general pain in the ass Christopher Hitchens weighed in with a surprisingly on-target dissection of the agency’s shortcomings in a snarky even by his acerbic standards takedown of TSA’s latest security strategy.

By now it’s pretty clear how the government (for these purposes defined as grandstanding politicians) will react when there’s a crisis, starting with armflapping that’s quickly followed by flapdoodle. I’m simply gobsmacked that the country that won World War II, built a coast to coast interstate highway and then sent humans to the moon’s surface in machines designed with slide rules – for those unfamiliar, just google – and ‘computers’ less powerful than the Timex Ironman watch I wear, is made to look foolish and ineffective in this paramount effort to thwart evil.

Public relations professionals instantly recognize the need for crisis management in the wake of unsympathetic coverage of airport shutdowns and agonizing replays of Continental’s for want of a nail flying episode last summer. We need better. We want better. We deserve better. As fastco clearly points out, “They employ people making $9/hour to defend our national security.”

volkswagen me a tune

Volkswagen Sweden’s gotten plenty of attention for their DDB created spot featuring a Stockholm subway, an escalator, and a giganourmous set of stairway piano keys ready to be trod upon.

This is just plain good stuff, showing – again – how much a role creativity plays in shaping and directing behavior. If you haven’t seen it yet, go ahead. Smile at your inner self. And thanks again to advertising for contributing to the best that’s in us.

urban meyer’s own brand

urban meyer says goodbye to brand he built (AP Photo/John Bazemore)

Urban Meyer’s out of left field resignation yesterday sent not ripples but a tsunami throughout the Gator Nation as walled off memories of prior years flooded back: Steve Spurrier’s Surprise followed by the disasterous years of Ron Zook and then Billy D’s bizarre defection to the NBA, quickly recanted in a wave of What Did I Just Do?

Sad? Sure. Concerned? Some. But regardless of future outcome, enormously proud of not just the brand, but the type of brand, he expertly stitched together for the school in just a few short years.

Win at any cost? No. Win with class? Absolutely. Coach Meyer and his recruits redefined championship caliber and in so doing raised the bar for years to come. What a ride its been, especially for those of us who recall the mocking meaning behind “Year of the Gator”, expressed as in wait ’til next year.

Regardless of how the next chapters turn out, alumni now know what its like to be associated with a school athletic program unlikely to be matched again for character and accomplishment. And if it never happens again, at least it happened once. Thanks to a guy named Meyer and to those whose talent he was able to interpret and inspire.

does journalism have a future? yes!

columbia_university_report A welcome note to end the year on comes from an October report by the Journalism School of Columbia University on The Reconstruction of American Journalism. The PDF download opens with an optimistic forecast before setting the stage by looking back to our journalistic roots beginning in the 18th century.

I agree with the conclusions in general. My reservations spring mostly from concern about the increasing difficulties posed by the exponential expansion of technology and the corresponding very serious problems that arise out of authenticity; as the report notes, “authenticated journalism”.

Just today a mid-afternoon flash on the death of Hollywood actress Brittany Murphy by web site TMZ was cautiously cited as source even though verification was somewhat slow in materializing, highlighting the problems that come with global transmission as near fact that which hasn’t been properly vetted in context.

Is the demise of journalism’s Golden Age premature? The report by authors Leonard Downie, Jr. and Prof. Michael Schudson argues yes – and supports their conclusion with a number of well thought out examples of how, why and when the transformation of the Fourth Estate from ad advertising based model to (perhaps) a community based enterprise will occur.

an unsustainable trend

sooner or later there's nothing left to shrink In today’s digital world there’s more time spent on measuring than creating. The word used is metrics, and it refers to how the bean counters parse a grasshopper’s head hair into a thousand different points of occasionally interesting reference.

Here’s one metric that doesn’t require an introducton or a powerpoint full of pie charts. I call it “fatness”.

The 2010 Motorcycle Product News Buyer’s Guide arrived in today’s mail – and it didn’t take Spidey Sense to figure out PDQ that the gas tank’s nearly empty.

My “fatness” index clearly proves that MPN’s Buyer’s Guide lost 3/16″ over the past 12 months, going from a still respectable 1/2″ in December, 2008, to an anemic 5/16″ in December, 2009. At one time this annual issue required a small burro to transport.

It’s no secret that A) advertisers are fleeing print and that B) powersports is leaking market like the Titanic took on ice water. This isn’t about any particular brand or channel. It’s just an honest take on a distressing trend that shows no signs of improvement.

As someone comfortable in either print or web I see a massive error in judgement in the stampeded abandonment of print advertising for the evolving medium of the internet. For a great take on how monster good advertising does work, and more importantly about how the entire retail conversation is interrelated, check the blog entry by Social Media guru Chris Brogan on his prediction about the future of retail.

what: lunch box tie-ins aren’t available?

Adweek’s post on The Motor Company’s latest hail Mary makes me seriously wonder if Anyone’s Got A Clue Up On Juneau Ave. This is a brand in total freefall.

According to the release, H-D “…hopes to ride onto screens large and small in coming months. The motorcycle brand announced last week that it is has teamed up with entertainment consulting agency Davie Brown Entertainment for a major product placement push in film, TV, music and video games.” Folks, hope is not a strategy.

Corporate ad director Dino Bernacchi explained that, “We want to use it to socialize Harley-Davidson motorcycling . . . Entertainment can sensationalize the excitement and thrill of riding to the point of moving people to check it out.” Did you get that? Socialize Harley-Davidson motorcycling? Sensationalize the excitement? I’m not even going to ask what that bafflement of babble-speak gibberish is supposed to mean, because I really don’t want to know. But if Grand Theft Auto’s the model for consideration, it’s worse than it looks.

Listen to Sr. V-P for Davie Brown Entertainment Rob Souriall make the case: “They (Harley-Davidson) do a great job (ummm, not so much) of speaking to the core male 35-plus, but we want to open up the sport of motorcycling riding to the younger guys, women, African Americans, Hispanics…really broaden the demo.” Pure genius. Wait for it. Meanwhile he’s drawing a paycheck.

Lets rewind. After all-too-recent placement laughingstocks like Wild Hogs and the Viva Viagra over-the-hill ads, it’s difficult to recall what it really took to connect testosterone to Harleys in a different time and space: the movie genre typified by Hells Angels On Wheels. The small screen quickly caught up in prime time with Then Came Bronson, allowing Michael Parks to catapult James Dean derivative mumbling into an art form. Like twin sons of different mothers, sorta’.

But seriously, how do you “…really broaden the demo,” without denying the modern era heritage once and for all? Sons of Anarchy notwithstanding.

take advantage of all that’s offered

the Public Relations Student Society of America put together a social media program in Tampa One of the great benefits of membership in a professional organization is the opportunity to enjoy the fruits of the unsung meeting committees’ hard work. Over the past four weeks I’ve been fortunate enough to be able to attend four functions by four different groups in two states, with three more events to participate in through the rest of November.

My business delivers public relations and advertising, nearly all of it conducted digitally and absolutely all of it in a state of flux. For instance, much of the buzz these days revolves around social media – what it is and how it works. Some experts are, some wish they were, but it’s all part of learning what works and what doesn’t and local events are a big part of keeping up to date in a social context.

Five weeks ago the Public Relations Student Society of America (PRSSA) Tampa hosted a roundtable on social media trends. The following week I was in Baton Rouge for a Public Relations Society of America (PRSA) chapter meet-up. Next, back home, where the Florida Public Relations Association (FPRA) hosted a fascinating look at the metrics used to measure social media’s ROI by industry expert Josh Hallet. And last week PRSA Tampa Bay held their semi-annual Professional Development Day, featuring speakers from Disney PR and Media Relations, nationally syndicated columnist Chris Elliott and a state and local editorial and media relations panel discussing best practices for targeting niche markets.

Rounding out this fall’s mini-seminars next week are (so far) an Adobe User Group font management workshop, a PRSA Independent Practitioner’s meeting and an Ad Fed Tampa Bay luncheon featuring Nike’s digital agency R/GA’s creative director Jim Hord.

By taking advantage of the often thankless task born by the commmittee members who not only come up with themes but tirelessly pursue speakers, venues, sponsors and not least of all caterers who can work a budget without having the room turn ugly on them, I get the benefit of strategic thinking offered by peer vetted pros from a variety of disciplines.

major changes at cycle world

Publisher Larry Little yesterday (October 7, 2009) announced a number of sweeping changes to the category leader in consumer motorcycle enthusiast publications. Details here. Former Executive Editor Mark Hoyer, who I last saw in a half-frozen state at the 33rd Annual 2007 Cycle World Trek, replaces 25-year industry vet David Edwards as VP/Editor-In-Chief.

Other changes include significant upgrades in production content and a major design overhaul as the iconic title embarks on a repositioning mission that focuses on brand extension and definition.