CoryFossum.com

Google Finds the Answers to Good Advertising

Like every good Super Bowl party, the one I was at yesterday was noisy. By the end of the first quarter, my friends and I had all lost interest in the commercials and were instead focused on catching up and eating food.

That's when I heard it. 

A quiet, haunting, and beautiful piano melody was filling the room. I turned to the television and while none of the conversations stopped; everything else suddenly went quiet except for this music and the image of a Google search on the screen.

Within a few seconds, I saw exactly where the ad was going. This was a love story told in Google searches and results. It sounds silly in theory. But in execution, it was nothing short of brilliant. Simple and to the point, but moving in a way you simply don’t expect from a Super Bowl ad—let alone anything from Google.

(You can watch the entire ad below.)

This morning, Facebook was all lit up with raves for the Google ad. TIME magazine even gave the spot an A in its list of The Best and Worst Super Bowl Commercials of 2010.

So in a category known for giant budgets and over-the-top attempts at humor, how did a little ad—which essentially consisted of a series of screen shots and a simple piano soundtrack—become the most talked-about Super Bowl commercial of the year?

They Kept it Simple
While other advertisers were competing with each other for the biggest laugh or the craziest idea or the most stunning visuals, Google got back to the basics of good advertising and let the product speak for itself. Ironically, it was the quiet simplicity of the white screen and soft music that spoke the loudest.

They Told a Story
We never saw their faces. We never knew their names. But Google told a more complete and visual love story in 50 seconds than Hollywood can pull off in 90 minutes. You couldn’t help but smile at the happy ending.

They Made it Universal
With over 106.5 million people watching (it was just confirmed as the most watched show of all time), there isn’t really a target demographic for the Super Bowl. This is one of the rare times when you need to try to appeal to everyone as best you can. By relying on the universal theme of falling in love and gently tugging at the old heartstrings (even the most hardcore football fans have them) without going too overboard, the Google ad transcended demographics and spoke to one of the core experiences that comes with being human.

They Showcased the Product
So many Super Bowl ads are build around the creative idea first and the product second, if at all. As a result, we might remember the ad, but the product or brand gets lost entirely (flying hamsters, anyone?). What a waste of an advertising budget.

But today, nobody is trying to recall which company the Google ad was promoting. The brand and the product were right there, front and center. You saw how it worked, you saw what it could do, and you saw how it could make your own life better. And you knew exactly what to do and where to go to make it happen.

When all is said and done, isn’t that really the point of advertising?   

Rewards for Referrals is back!

Think you could use a couple hundred bucks after that holidays season?

So do we.

After the success of the Rewards for Referrals Program from last September, we thought it would be fun to bring it back and ring in the New Year by rewarding even more of you with $100 VISA gift cards for your referrals. 

It works the same way this time around. Except the window is smaller. You have from right now until Sunday January 31, 2010 to send your referrals to Fossum Creative. If one of your referrals turns into a new client, you'll receive a $100 gift card in return. Simple as that. 

Send us more hot leads and you could earn even more rewards. You might even be able to recoup all that spending you did over the holidays. 

Get all the details here  

How Sears Just Lost My Business Forever

I bought a Kenmore dishwasher from Sears back in 2005 when we moved into our new house. We also bought a washing machine and an assortment of other things.

That was just 4 years ago. In that time, I have probably spent more than twice the cost of the dishwasher on... wait for it... service for the dishwasher, which seems to break about once every so always. 

I don't remember my mother's dishwasher breaking. Ever. And it was made 35 years ago and lasted a good 20. 

Sears came out in 2008 and fixed some mess. Then the warranty expired and they came out again last July 13, 2009 and I had to spend $250 on a new heating unit or motor or some mess. You would think it would work for a while.

Nope. A few days ago, the annoying green light started flashing again. Time to call Sears. Why they can't get it right is beyond me. I'm a single dad. I don't use my dishwasher that often. It shouldn't be breaking.

Only this time, I was told (by a woman who got caught off guard when I asked how she was doing) that my 90 day warranty had expired (a week before the dishwasher stopped working) and I would now have to be charged for the service visit and anything else that was wrong. You have got to be kidding me.

It's like I'm being punished for not buying the warranty. But I didn't think I'd need to after all the money I put into it last summer. The damn thing should keep working. And definitely for longer than 90 days!

There was nothing she could do. If I needed an appointment I could not be scheduled under the warranty calendar. I had to pay a service charge. There was nothing she could do. There was nothing her supervisor could do. It was over 90 days. Sorry, you're just SOL. Tough luck. It's a computer system. They designed it so there is NOTHING they can do about it.

Funny thing though. There IS something I can do about it. The customer. There is always something WE can do about it. 

I'm taking my service business elsewhere. If I have to pay someone, I'd rather it be a service provider that will work with me and one who values my business. Not one who tells their employees to hide behind non-negotiable computer programs. Or one who refuses to make a long-time customer feel appreciated. 

Is it that hard to treat your customers fairly?

Too bad, Sears. You just lost a customer. 

Better luck next time. Though it won't be with me. 

More Good News: Silicon Valley Poised for Quick Rebound with Tech Help

After so many months of depressing news from the media about the economy, it's nice to hear something bright and optimistic. The Mercury News is reporting that while California faces a long recovery, Silicon Valley is gaining strength and many top players in the high-tech industry are seeing stronger earnings.

"The University of California-Los Angeles economists said the valley's exports are growing; infusions
of capital from a federal stimulus package and investments in technology will combine to pull the region, and high tech in general, out of recession faster than much of the state. Silicon Valley's economy is expected to gather strength late this year, they said."

Read the full story here

The Recession is Over. Long Live the Recession!

Hey, have you heard the news? The recession is "very likely over" and the economy is in the early stages of an upswing.  At least according to Federal Reserve Chairman Ben Bernanke, who knows a thing or two about the economy.

Read more here

Does this mean that consumers will be rushing out again to spend like crazy? Maybe not at first. And perhaps not for a while. In fact I'd gamble to say that our collective recession hangover will probably last for a few years.

But in due time, we will all forget what the recession felt like and go back to spending well above and beyond our means. As a society, it's one of the things we do best.

And while I've said it before, it certainly warrants repeating that the companies to reap the greatest rewards when this happens in the future are the ones who market their products wisely today. 

Just a little food for thought as you prepare your holiday marketing budget in the weeks to come.     

Can We Send You on a Shopping Spree?

We could buy dozens of ads. Run a crazy pay-per-click campaign. Purchase radio and TV spots. Or Tweet every hour on the hour until the cows come home.

But the truth is, nothing drives the growth and success of Fossum Creative more than the great referrals we receive from our clients, colleagues, and subscribers. 

Not only does it shorten our marketing and sales cycle when a lead arrives from a personal recommendation, but it allows us to focus more energy on what we do best -- helping clients like you make your products sound irresistible. 

Which is why for the month of September 2009, we're offering you a $100 VISA Gift Card every time one of your referrals becomes a new client of Fossum Creative. The more referrals you make before September 30, 2009, the more rewards you can receive.

So start scrolling through your address book. You never know when a quick introduction will turn into a fun shopping spree.

Find our more

Why Social Media is a Lot Like Weight Watchers

You can't go anywhere anymore without hearing about Social Media and how it is the future of marketing. It's the default topic among marketers at every event I attend or receive an invitation to attend. Everyone is talking about it and looking for ways to leverage social media for business.

There are a few success stories. But it seems like they should all have a disclaimer next to them: "Results Not Typical." Like the Weight Watchers commercials with Valerie Bertinelli. Or the P90X infomercial that's always on.

The truth is that when it comes to Social Media, we're all still making it up as we go along. There are no tried and true rules. At least, not yet. What works for one company may not work for another.

My concern as a marketer and copywriter is that we are turning to Social Media as a quick fix. It's new. It's exciting. It's fun. (Really, really fun.) And in theory, it should work like a charm. Sometimes it even does. But we're all chasing those success stories like the latest fad diet, hoping for quick results.

But just like Weight Watchers is only a part of a successful weight-loss plan, Social Media should only be a part of the marketing mix. It can do a lot of great things for a business, but it cannot be expected to replace everything else.

It seems that in our efforts to market our businesses in 140 characters or less, we run the risk of forgetting to apply the time-tested and proven truths of marketing.

1. You need a good message. 
2. You need a targeted audience to tell it to. 
3. And you need that audience to like the story so much, that they do exactly what you tell them to do. 

That story can be told in direct mail, postcards, websites, emails, magazines, brochures, and advertisements. It can be introduced on the phone or in person at events, tradeshows, networking, or retail. And yes, it can even be conveyed using Social Media.

But focusing on just one medium is a mistake I see too many companies making these days. You can't sit on the couch all day and expect to get in shape, no matter how closely you follow your Weight Watchers diet. Just as you can't successfully market a business or product by solely relying one medium -- no matter how fun and easy it seems.

All of these elements need to work together. In tandem. Hand in hand. They are all part of the bigger picture of your marketing plan. And when the right plan is in place, along with the right mix of strategies - including Social Networking - the odds are much higher that your company will achieve amazing results.

And those results will actually become quite typical.

(C) 2009 R. Cory Fossum, All Rights Reserved.

Has Twitter Jumped the Shark?

An article by Craig Offman of the National Post suggests that Twitter is just a passing fad. Turns out that attrition could be the downfall of the popular service. That comes courtesy of a Nielsen Online post that reports 60% of the Twitterati do not revisit the site one month after signing up. So while celebrities, the media, and Oprah are touting it as the greatest thing since sliced bread, more people are leaving Twitter than actually sticking around.

Read the complete article here.

So what do you think? Is Twitter here to stay? Or is it a passing fad soon to be lampooned on a future episode of VH1's "I Love the 2000s"?

Is a Return Policy Always the Best Policy?

A colleague and I were recently discussing the return policy of his parents' executive office chair business. His folks were concerned that if they were too liberal with their policy, they would wind up losing money every time somebody returned a chair. I suspected the opposite would be true, and suggested that they extend their return policy to 30, 60, or even 90 days.

The rationale?

The chairs in question are very high-end and cost in excess of $2,000 each. A large portion of their sales come directly from their web site, which means they're asking customers to spend a hefty chunk of change on something they probably can't experience first. Strong copy and sexy imagery can help whet their appetite. But they can only go so far.  

Having a strong return policy diminishes the perceived risk for buyers who are on the fence. They get to order the chair, try it out, and if they don't want it, they know then and there that they can return it for a full refund.

Some will. But most of them won't. So the company may take a hit on logistics costs associated with the returns, but they will more than make up for them with the additional sales they earn because of the return policy. 

This point was driven home even further in the May 2009 issue of the American Marketing Association's Journal of Marketing (Vol. 73, No. 3). In their article "Are Product Returns a Necessary Evil? The Antecedents and Consequences of Product Returns", authors J. Andrew Peterson and V. Kumar reveal that "customers who return a moderate amount of products tend to purchase the largest amount of products in the future."

They go on to point out that if customers feel good about a retailer's return policy, they will feel less risk when making a purchase and will exhibit stronger brand loyalty in the future. And let's not overlook the fact that many in-store product returns are accompanied by additional purchases during the same visit that may not have otherwise occurred.

So instead of viewing customer returns as a necessary evil that costs money, the wise retailers should position their return policies as an opportunity to minimize anxiety in their customers, create additional sales, and enhance their relationship and loyalty over the long-term. 

How does your return policy factor into your marketing plan?

Want to read more about this? You can find the original article abstract at http://tinyurl.com/d96c6d.

PRESS RELEASE: Silicon Valley's Hottest Copywriting Agency Opens New Office in Downtown Los Gatos, CA

FOR IMMEDIATE RELEASE

Contact:

Cory Fossum

Fossum Creative

408.354.9977

SILICON VALLEY"S HOTTEST COPYWRITING AGENCY OPENS NEW DOWNTOWN LOS GATOS OFFICE TO MEET EXPLOSIVE DEMAND FOR STRATEGIC MARKETING COPY AMONG CONSUMER TECH COMPANIES

LOS GATOS, CA – April 20, 2009:  Fossum Creative, a strategic copywriting agency for consumer technology and emerging media companies, is thrilled to announce the opening of its new office location in downtown Los Gatos, California. The move brings the voice behind some of the top consumer electronics brands in the industry to a convenient centralized Silicon Valley location, making it even more accessible to existing and future clients. 

“After exploring several options, it became clear that downtown Los Gatos offers the energy, vitality, and creative inspiration required to do the best work possible for our clients,” said Cory Fossum, principal at Fossum Creative. “Opening this office is an exciting opportunity to offer hi-tech copywriting expertise and marketing strategies to more consumer technology companies in an effort to help them grow and become more successful.”

Located in the Los Gatos Eureka Building at 236 North Santa Cruz Avenue, Fossum Creative is passionate about creating marketing communications and strategies that compel customers to buy and create unparalleled brand loyalty. The keen abilities of Fossum Creative to develop successful creative strategies that build brand equity, drive consumer traffic, and stimulate line and product sales have proven successful for some of the largest names in consumer electronics including Apple, TiVO, Yahoo! and Symantec.

“Downtown Los Gatos offers further proof that many small businesses like Fossum Creative are actually thriving and succeeding in this down economy,” says Fossum. “While most companies are quietly waiting for the sky to fall, the smartest ones are taking advantage of these unique times to get their marketing message heard among a group of consumers that is definitely still listening.”

About Fossum Creative

Founded in 2002 by award-winning direct response copywriter Cory Fossum, Fossum Creative is a strategic copywriting agency that specializes in crafting compelling consumer technology and emerging media marketing communications. Its team of copywriters and creative experts is dedicated to creating compelling and clever marketing copy that instills gadget envy, product lust, and brand pride in consumers. Fossum Creative blends the benefits of compelling creative work with a strategic approach – resulting in strategic marketing and direct response copy that builds brand loyalty and drives consumer interest.  To learn more about Fossum Creative, call 408.354-9977 or visit www.fossumcreative.com.