by Chris Denson
Stop it! Stop it! Stop it!… Ok, maybe it’s not that urgent, but there’s been this phenomenon lately where I’ve found myself in a lot of similar conversations about a particular topic. Whether it’s from clients, potential clients, colleagues, and even myself, we sometimes get too caught up with idea of “labeling” things. In one instance I recently had semi-lengthy debate (4-6 email threads deep) about Social TV vs. Social Media vs. Social Commerce vs. Social Entertainment. Prior to that, there was another one about Transmedia vs. Multi-platform vs. Multi-media. Or how about Branded Entertainment? Does it insinuate video only, or is it anything we’re entertained by on behalf of a brand? And in an even more literal labeling issue, a Genius Effect client organization was recently denied a name change by the State. We scrambled to figure out another new name, only to find two days later that the State changed it’s mind and the first was ok.
Here’s the deal. With technology and entertainment evolving so fast, we don’t know what to call anything any more. Buzz words and hot topics come and go quicker than Charlie Sheen at a whore house. Plus there are so many tools in the tool box, and many of them overlap in functionality and capability. Don’t get me wrong, knowing specifically what these tools are used for is extremely important. And you should know industry jargon as well in order to have any decent conversation and presentation, but this idea of rigid labeling has got to go. The problem is that in the good old days, brands knew a very specific formula as to how they wanted to reach an audience. A few print ads, a couple commercials, a contest, maybe some experiential events, a strategic partner or two, and depending on how far you go back, even a world wide web site! And that worked like a charm. But now audiences are far more sophisticated. They don’t like being sold to. They are consuming more content, and more messages on more devices than ever, and for marketers, this state of change has become the norm – and we have to be flexible enough to roll with these ever growing trends.
Change is the norm.
When you get too caught up in what to call certain things, you run the risk of losing sight of the bigger picture. Not only that, you can become so ingrained in labeling that you lose creativity. Sometimes, with creativity, you have no idea what to call this incredible thing you just came up with! So a couple weeks ago, I replaced all my compartmentalized, industry function specific slang terms with one word: “Experience.” As brands, content creators and marketers, we are in the business of creating experiences. We want to give our audience the best experience with our product no matter how they encounter it.
Experience doesn’t necessarily divert to any particular compartment. When you go on vacation, you might go sailing, you might go dancing, snorkeling, a booze cruise, and go see how the real people in that particular region live. The vacation is the experience… with many events taking place within it. Your brand IS the experience, and the ways you connect an audience to your product or content is all part of it. So yes, the tools and labels are important, but the creative ways to get them all working in concert is far more valuable. And in today’s marketplace, you need to be able to use ALL of the tools. Social media can create social commerce. Transmedia utilizes multi-platform tool sets. Experiential events can lead to digital interaction and vice versa. The key is finding the right use of each of these areas to organically build an incredible brand experience for your audience. Be open to possibility.
by Chris Denson
I read an interesting article this morning on Paidcontent.org. Something about Facebook partnering with Nielsen to get more information on whether or not consumers will actually spend money on items featured in campaigns they are exposed to. Although I love the fact that digital media is forcing businesses and stayed institutions to move into a new era of innovation and creativity, I do have to say that I’m a bit skeptical on this one.
In some ways, it feels as though Nielsen is trying to prove their worth in a world where so many organizations – outside of those who rely solely on television measurement – are able to monitor their own results with a simple click of a mouse. With live television viewing down, digital device viewing up, and the increase of DVR’s in homes, Neilsen (and others like them) has been sent into a tailspin to figure out what to do next to keep their place as an authority in the space. There have been numerous attempts on their behalf to partner with an organization or two to provide detailed consumer information for advertisers and content providers. Not to mention that the Nielsen television rating system’s level of accuracy has been debated since long before the Internet was available on a mass scale. Through the power of digital media, up-to-the-minute consumer interaction and detailed feedback help companies to market themselves more accurately and with more specificity – not just through extrapolation from a few thousand boxes (representing tens of MILLIONS of viewers) and television diaries. In all seriousness, have you ever met anyone with a Nielsen box in their home? But I bet you know someone with a computer, or a game console, or a mobile phone.
Don’t get me wrong, this is not a Nielsen bash. They are truly an authority in the space, and like most organizations fighting for relevancy in the digital age, Nielsen is bobbing and weaving with the best of them. In fact, I use many of their general statistics to get a good gauge of where and how people are consuming their advertainment. Nor is this an attempt to disprove the power of mass media as I’m a firm believer that it can do wonders for any digital media campaign. Instead, the point I’m making is that the older, arguably inaccurate systems of the past are slowly making an exit. And if not exiting, most are in some form of trial and error in an attempted reinvention. Meanwhile, brands and creators have a vast slate of tools, and thought processes, and information at their fingertips to help them discover intimate details about their audience, as opposed to broad generalizations. So in a nutshell, my argument is about empowerment – not relying on the “man” to tell us what we should do with our time, our money, and our energy. They don’t know. And they know that we know they don’t know. They provide useful general information, but like I’ve said many times, we live in a world where change is the norm, entertainment is the marketing, and precise information is more abundant than ever.
When navigated successfully, campaigns will incorporate all forms of media, based on these principles, and see effective results every time.
by Chris Denson
At Genius Effect, we root for everybody. We’re on the side of everyone with a story to tell when it comes to creating effective media and reaching an audience. With that in mind, its important to know some of the do’s and dont’s in effectively navigating the boundless number of tools that are available to us. With the internet and technology bridging the access gap for media creators and marketers, there are several new-jack rules to follow. Here are a few sure fire ways to be sure that you’ll fail in whatever you do in today’s marketplace:
1.) Ignore Trends. There are so many companies and individuals who remind me of the proverbial “in-my-day” old man. They don’t “like” Facebook. They don’t know how to use a blog. Twitter is dumb. “I don’t need to know what everybody’s doing all the time,” they say. On the contrary, you need to know EXACTLY what everybody’s doing all the time. Proven many times over, including Barak Obama’s recent Presidential campaign, “change” has become the norm and audiences everywhere are growing and changing more rapidly than ever before. If you get too comfortable in your methods, or don’t make the attempt to incorporate your product in the culture of change… you’ll be short changed every time.
2.) Be a One Trick Pony. I hear over and over, how “we’re gonna sell the cd on these websites,” or “we’re gonna put the videos on YouTube,” or my favorite, “we’re gonna build a social network!” “Good for you,” I respond as if talking to my 4-year-old who just tied a ribbon in her own hair (lest I remind you that it ain’t pretty). Media creators must understand that putting something on the web is not marketing something on the web. Placing something on the internet requires just as much attention and push, if not more, than any traditional marketing campaign. Why? Because there are MILLIONS of products vying for the same eyes that you are. How are you going to bring people to your video or website? What value are you providing to your audience? How do you keep the audience engaged after they encounter your product? What’s going to make them love you? Remember, at the end of the day, you are a needle in a haystack. It’s on you to help people find out that you’re not like the rest of the hay.
3.) Create No Dialogue. Social media is about two things, and two things only: Sharing and Discovery. People love to be the first to know and the first to tell. And they want to do it all the time. Find ways to give your audience that opportunity. Too many media creators do a big push for a particular campaign, and then after the first three weeks or so, have nothing left to say. Which is fine until season two rolls around. Or the sequel. Or the newer version. Or the next event. Or the new line. At that point, instead of multiplying and building on the presence you’ve already established, you’re attempting to re-engage the audience. And in today’s climate of change, anything can catch a consumer’s eye if it’s not on you. Build campaigns that have longevity and relevance and offer a chance for individuals to intellectualize your message, speak it to others, and come back for more.
4.) Forget That REAL People Exist. Real people are not just on line or on electronic devices. Real people are still in grocery stores. Real people still go to the movies. These spooky individuals are all around us, walking the streets and eating in restaurants, and even speaking to one another. Basing a campaign strictly on internet based interaction is a huge mistake. It’s kinda like internet dating. At some point, the person you’re courting is going to make sure you look like your pictures. People still need to know that you’re as good as you seem. Find ways to tie live events and experiential marketing into your online push is essential. It gives the audience even more of an incentive to go back and tell the world about you.
5.) Don’t Make Friends. In the multi-media world, strategic relationships are an imperative. This is not Jesus in the desert, folks. Hardly any one goes it alone. Where would Hulu be without the networks as buddies? Where would Twitter be without Ashton Kutcher and Diddy? Where would the Nissan Cube be without Heroes (which is probably my favorite use of branded entertainment this year)? The most successful people and businesses – especially when using social media – surround themselves with others that are better-versed and have a longer reach than they do, in one area or another. Make friends. Think of the unique qualities you have to offer, and how those compliment your “friend’s” efforts and skill sets.
6.) Don’t Dissect Your Audience. Today we know more about our audiences than ever. Unlike television’s Nielsen Ratings, we have an almost instant ability to know everything about each individual enthusiast, from exact zip codes, lengths of engagement, level of interest, to type of computer, ISP’s, referrers, most popular regions, and every other intricacy you can think of. In most cases, we can find out exactly what they are saying about us, as soon as they say it. With this newfound wealth of information, we are now able to access market segments that only a few years ago we may not have known existed. This instant access allows for on-the-fly changes, adjustments, and an ability to tweak components of your campaign that speak directly to individuals as well as the overarching masses.
All in all, the internet is not our sole form of presence, but is a compliment to a larger world that we create and pull others in to so that they can discover and share valuable information about us. If we recognize that it’s not the whole, but a piece with many changing pieces within, we shall see a successful future.
by Chris Denson
Celebrity sex tapes have become a staple of success in pop culture. From Paris Hilton to Ray-J to Pamela Anderson, Kim Kardashian, Verne Troyer (aka “Mini-Me”) and everyone in between (no pun intended). It’s almost like you’re nobody until somebody _____s you on camera. Although it’s a sad state of affairs, there is definitely something to be learned from the sex tape play book. Here are a few golden points to take with you on your branding journey.
1.) Make Your Privacy Public. Everyone loves an inside sneak peek. Granted you don’t want to show everything you’ve got, but you do want to give your audience a little more than what they bargained for. “How To’s” and “DIY” are extremely popular sources of interactivity on line or even at a live event. Sharing a secret or two doesn’t give away the foundations of your business to the masses. Instead, the snippet only proves you to be an authority in what you do best. Just as the sex tapes are never fully lit and often don’t give you the full gambit of skill level, your brand’s sex tape should leave your audience wanting to see more of you.
2.) Always Do Your Best. If your corporate sex tape lacks the skill and polish your audience has come to expect, you’ll leave them disappointed and they are much less likely to come back for more. Although you’re giving a piece away for free, quality still comes first. If by chance the production resources are lacking, learn to play to it. You have to admit, there is something oddly intriguing and creative about “night vision.” On the other side of the token, a 90 minute feature projected that way will drive you up the wall. Know your intention and be empathic to your audience. The information you present and how you present it should be reflective of your brand’s integrity and consumer understanding.
3.) Know Your Partners. Celebrities constantly claim they don’t know how these “cut scenes” get out into the world. For now we’ll just call this the Deliberate Accident. It’s also the way viral marketing and word of mouth work. Find the right partners who will help you trickle your message down to their audiences and sit back and watch the waves of interest come your way. Notice we said the “right” partners. Just because a company or individual is “cool” or well respected doesn’t mean it’s the right one for your brand’s image. Be thorough, and be deliberate.
4.) For Pete’s Sake, Have A Story! The key here is to not leave your audience with a what-the-heck-was-that experience. There’s nothing worse than watching your favorite sex tape celebrity wander aimlessly, fumbling around in a dark room. Find your story, stick to it, and tell it well – and maybe even offer a special incentive or surprise ending for sticking around. You want your audience to be familiar with what their experience will be like – and delivered through a medium that speaks best to them. Any thing else is icing – if done well. If there’s no need for your brand to have a Facebook page, then don’t have one. Otherwise you’ll look silly. Learn to make the experience polished, deliberate and valuable. The idea is really to give the consumer a good show every time, and continually up the ante on your own abilities.
5.) Don’t Fake It. Everyone will know. Consumers are becoming wiser and wiser and have a propensity for knowing when they’re being duped. Be authentic. Be true to who you are and what you represent. There’s no need to do cart wheels and yell and scream, if that doesn’t come from a place of authenticity. If you’re sensual, be sensual. If you’re fun, be fun. If you’re political, be political. Keep your imaging and interaction as a mirror of who you are as a brand.
6.) Too Much of a Good Thing. Notice how there is very rarely, if ever, a celebrity sex tape “Part II.” At the end of the day, those who give too much of their goods away end up alone, broke, unhappy, or with some form of offspring they didn’t intend (remember Pepsi Clear?). It’s why Gilligan was always Gilligan. Sure it was a successful run, but did he get very many acting roles after that? None too memorable. The point here is not to beat your good thing into the ground. People will get tired of it, and they’ll get tired of you. Kenny Rogers said it best. “Count your money while you’re sitting at the table… Know when to walk away, know when to run.” That’s how we grow. The world is abundant, and success can be had many times over… but you have to pay attention.
Keep in mind this “sex tape” of yours is in no way literal. At least we hope not. It can be anything. A video. A promotion. A web series. An event. The choice is yours. Whatever you do, do it well.
by Chris Denson
During the last couple days here in LA, there’s been a tremendous police crack down on people who are operating their phones while driving. Five-O have been posted up on corners simply waiting for the light to turn red and giving tickets to people twiddling around with their phones. Texting, talking, YouTube-ing, downloading, “shazaam’ing,” taking self portraits, or whatever else today’s phones are capable of. I don’t yet know the number of tickets they’ve issued thus far, but when a friend of mine calls me from another part of town saying he’s seeing the same thing – at the same time (and we’re both on our phones) – then there’s definitely the smell of a universal trend in the air.
This got me to thinking. We as a society have become so obsessed with being connected that the government has had to institute LAWS to keep us safe from ourselves. And even still, those laws are broken tens of thousands of times over each day. Even my cab driver was on the phone while toting me around town. So not are we doing this while we’re in the car, or even simply on our phones, but everywhere we go, we are connected to what’s going on with everyone and everything at every moment. Facebook at work, YouTube in the bathroom (I’m guilty), IM’ing during business meetings, catching up on show clips during dinner, Playstation web browsers, and let’s not get started on Twitter or Twitpics!
As a business, its imperative – and often provides a better ROI – that you find ways to reach your audience, no matter where they are. It makes very little difference what your business is – you have an audience. Whether you publish books, have the #1 television show on the planet, design doggie clothes, sell homes, or you’re Joe the Plumber, your audience is there, and they are passionate about your business. Not only are they passionate about your business, but they’re obsessive about exploration and connectivity, in a way that the world has never seen. Gone are the days of the family gathered on the couch to watch how Frosted Mini Wheats brings out the kid in you. Today we’re bringing the kid out in you by offering online games, video contests, branded entertainment, cool in-store events, weird viral videos and a balls out funky good time no matter where you are. THEN you’ll eat the cereal. And after that you’ll keep coming back for more. Even if it means getting a traffic citation to do so.
Great take on consumer trends. Plus a very well done commercial. Watch and learn!
We’re always surprised by the number of people who have not begun to think harder about how much technology has affected our world, or at least carefully examined what the possibilities are. We came across this video a few weeks ago, and what you’ll find below will either scare the bejeezus out of you or light a fire under your butt! Either way, enjoy!… and expand.
Welcome to the Genius Effect. My name is Chris Denson. I’m going to spare you the typical corporate, PR laden “bio” and tell you a bit about myself with my own words. Genius Effect Media Group was born out of my passion for building on ideas. As a kid I was always infatuated with humor. Ask my mom to this day about me, and the first thing she’ll tell you is that the only books I use to collect were joke books. Of course I collected other things, but you know how moms are. But I was always in love with how well-presented comedy moved people. The way a punchline could bring a room (or nation for that matter) full of people together in laughter at our commonalities and our differences – and all in peace. It’s at that moment that our guard is down, and we find a common ground in a form of celebration through laughter. At the age of 17, I took that infatuation and turned it into a behind-the-scenes stand up comedy career while studying Packaging Engineering at Michigan State University. By the time graduation rolled around, I had performed on national television, appeared in local improv shows, created my own televised sketch comedy show, and had a job lined up as an engineer with Chrysler.
After a year of bustin’ up the chifaro in the automotive industry, I had finally had enough. It just wasn’t me. But my passion for creation, and dissection of how things worked and what brought people together sustained. So I packed my Isuzu Rodeo to the gills and headed to Los Angeles. Although I loved stand up, I didn’t want to be on the road for the rest of my young life. So what did I do first? Like everyone else I wrote a script. A few tries later, my writing garnered enough attention to get me some writing gigs with some pretty notable Hollywood do-gooders. Don’t worry, I’ll save the name-dropping for another time. Then I got my first taste of real Hollywood life – an entire writing staff got fired, including me – so I figured I better expand my skill set if I wanted to keep luxurious things like food and heat. Long story short, I ventured into production. The more I produced and wrote, the more I realized I didn’t just want to create “productions,” I wanted to create experiences. So I started getting involved in the marketing and creative presentations of the work I was putting together. Whether it was an award show, an animation project, a radio series, an event or a script, I wanted to do it different and I wanted to do it big.
In my downtime(s) and in another effort to maintain my luxurious lifestyle of gasoline and haircuts, I managed to get my real estate license and explored property management. Which was great! Where else can you get free rent and free time? So there I was, a producer, a writer, a property manager, and a marketing enthusiast. Which in its own way, seemed to gel just fine because I was able to put a creative edge and a different set of perspectives on what everything I was involved in. If you ask what my motivation was outside of keeping the lights on, I think my motivation was simply that I wanted what I was doing to matter. Cookie cutter processes and solutions are a waste of time. They lack personalization and they lack personality. Plus, I wasn’t a doctor or a teacher, so I wasn’t shaping lives per se, but in my own way, I always wanted to do things that are either different or make a difference.
Then in recent years, digital media exploded and oh boy, did the floodgates open. Although I had dabbled a bit in the early 2000′s with a few different companies, it’s nothing compared to now. I will say a lot of ideas have resurfaced that were only “good thoughts” back then, but almost technologically insurmountable. But if there’s one quote I’ve learned that stands the test of time, it’s this: “Thoughts become things.” It may take a while but it eventually happens!
Through my years, and throughout my endeavors, I’ve met some great people along the way – brilliant, talented, passionate, inspiring, and wonderful to say the least. Some for a brief moment, others enduring time that followed our first encounter. I’d like to think that we’ve all contributed to each other’s growth and knowledge in one way or another… hence the Genius Effect – an expression of great things experienced and expanded. And now, with so many opportunities to create compelling multi-faceted forms entertainment, I’ve designed this company to be the service that helps businesses and individuals reach their full potential through creativity.
With that said, feel free to nose around, ask questions, or drop us a note. I look forward to the future!
