Marketers Don’t Get It

snake Scott Goodstein, CEO of Revolution Messaging, has an op-ed piece in today’s New York Times. Mr. Goodstein, who fancies himself a rebel and sees his work in helping reduce politics to marketing as somehow liberating, says “[i]n future campaigns, Democrats will need to devote even more resources to social networks than they did in 2016.” So, yeah, wow, very deep, Scott.

Meanwhile, Goodstein asks us to “Imagine if Mrs. Clinton had ditched the script, the teleprompter and the overproduced videos and posted a cellphone video telling America that she was fired up on an issue.”

Earth to Scott: Not only was/is Mrs. Clinton mega-obviously not fired up about anything but her own social climbing and power-seeking, but what, pray tell, would be left of her without all the political marketing? Again, mega-obviously, the answer is “nothing.”

Your industry — political marketing — is, despite your self-serving fantasies, inherently and fully part of our mounting crisis. Telling better lies is not the way forward.

It takes this kind of cluelessness to do what Goodstein does, despite it all.

High Arka Called It

don Just received a mass email from Michael Albert announcing that ZSocial is now going to ask for a membership fee:

We sincerely hope even those who don’t yet make extensive use of ZSocial will agree that creating progressive social networking is politically important, and thus worth support.

The TCT view is that “progressive social networking” is what used to be called a “social movement.” You know, those things that actually held meetings and forged shared agendas?

TCT remains quite unconvinced that the twit-dropping personal advertising that Z is trying to bend into something meaningful is a net positive in the extremely embattled effort to create a New New Left.

Meet Adam Broitman

As the planet cooks and criminally prepares for World War Three, what are the big brains in the USA’s core industry working on?  No, it ain’t Apple or any other “high tech.”  It’s marketing, and here’s some of the latest entrepreneurial endeavor, per Advertising Age:

As planners seek to extract greater insights from social media, tech entrepreneurs are inventing new ways to engage the social consumer.  An example [is] GroupMe Experience’s Long Island Bike Odyssey, in which friends can share a bike tour on the north shore of Long Island. The trip includes wine tasting, lunch and other amenities. The platform makes it simple to organize and pay for the experience, alleviating the usual hassles that individuals might encounter when trying to organize a group outing.

Upon learning about the details of this new platform, my inner strategic planner asked, “What is the opportunity for brands?” It became clear that there are two:

Branded VIP “experiences.” Staying with the bike tour example, this could be a brand-sponsored trip in which cyclists get to ride with a celebrity.

Brand-underwritten “experiences.” Here the brand would foot the costs, and in return gain access to the participants for opinions and other research. The company’s goal would be to unearth consumer insights from highly targeted social groups.

While the first event could be a powerful branding tool, the second could generate fresh insights for marketers and prove to be a breakthrough in consumer research.

Glory, glory hallelujah!  Truly, we reside in the Age of Miracles, the best of all possible worlds!  Our grandchildren will shower us with thanks that, in our momentous time, such were our priorities! What a gift we are building for them!

Adam-Broitman The genius at work on the above enterprise, by the way, is the great Adam Broitman [pictured at left], “chief creative strategist at Something Massive, which acquired Cir.cus, the agency he co-founded, in March. Broitman has worked in a variety of roles at Digitas, Morpheus Media and Crayon.”

Somehow, the word “crayon” seems about right here…