Advertising Week

The Conference Imperative.

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As I write this post, a few hundred of our industry’s best are at Dmexco, which folds right into New York’s Advertising Week which – before you know it – turns into CES and SXSW and Cannes and …. You get the picture. But it’s not just the big tent-pole gatherings; there are scores of smaller meet and greets peppered throughout the year from the likes of Digiday, ad:tech, iMedia, Digital Storytelling and even Upstream Group’s own Seller Forum. In a recent MediaVillage post, the value equation/boondoggle-factor of such events was briefly questioned.

Yet even as “can you believe how many events there are these days?” remains one of the most popular cocktail topics (at these very same events) the market value of human gathering is beyond question. Simple economics tells us so. If sponsors and attendees weren’t willingly ponying up the cash, many events would simply wither and die off. Yet here they are – again – blooming like dandelions. I’ve got a theory about why.

The Drift is proudly underwritten this week by Digital Remedy, a digital marketing and technology solutions partner to publishers, advertisers, and influencers. Digital Remedy delivers performance-based and cross-channel solutions to increase monetization and operations potential of any organization while exceeding standard KPIs. Visit Digital Remedy to learn more.

The popularity of human focused events has grown in direct inverse proportion to the decline in day-to-day human contact between people who buy and sell stuff. In other words, the more that “connecting technology” – email, voicemail, texting, hangouts, shared documents – keeps us physically apart, the more we crave the handshake, the few minutes of eye contact, the nod of the head. Bitch all you want about whether a given event was “worth it” or not, human contact is at a premium and we will continue to pay that premium.

Now…to get your money’s worth out of any given event…

1. Have a plan. You’d be surprised how many people and companies don’t. Who do you aim to meet? How will you structure your time? Can you secure a formal or informal meeting spot? If you just show up, you’re just part of the crowd.
2. The first shall be first. As you attend parties or panels, get there first. Hosts and panelists remember the early arrivals. Then leave a little early to get a jump on the next one. No one will miss you at that point.
3. Spread out. People from the same company often stick together at conferences like 7th graders at the first middle school dance. If there are two of you in every conversation, one of you is irrelevant.
4. Write shit down. Give out a hundred business cards and collect two hundred. After each exchange, scribble a note on the back of a card. If someone doesn’t have a card, ask to take picture of their name badge with your phone, then text a copy of the photo to yourself with a short note. No matter how important the conversation or the customer, the connections are ephemeral unless you make sure they’re not.
5. Marketing, meet Sales! So often marketing and sales live in silos. Marketing buys a sponsorship and a bunch of passes to an event and then doesn’t get confirmation from sales about who’s attending until a few days before. Wasted dollars, wasted opportunity.

Human-to-Human matters more than ever. Make it count.

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Moderators: Suck No More!

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Moderators Suck No MoreTo celebrate Advertising Week and its scores of panel discussions, I’m reposting this Drift from 2011.  If you’re moderating, speaking on, or just watching a panel this week, this one’s for you.

Industry conference season now seems to stretch roughly from Martin Luther King’s Birthday to Winter Solstice, and there seems to be a new entrant (or four) vying for our time and attention every month.  And the attendees who move from summit to summit like migrant farm workers trooping from field to field all share one central opinion:  Boy, there are an awful lot of crappy panel discussions!

Indeed there are.  Some conference organizers have gone so far as to impose an outright ban on panels.  But blaming the panel is like blaming the chicken and carrots and rice for being a bad meal.  Somebody was in charge (or, too often, not in charge) of its preparation.  Having moderated scores of them over the years, I’ll take a stand:  there are no bad panels, only bad moderators. As a service to the industry, I’m offering free advice to both conference producers and would be moderators.  Please accept it.  Then go forward and suck no more.

This week’s Drift is proudly underwritten by AppNexus. Join AppNexus at this year’s Yield Executive Summit, taking place TOMORROW Wednesday, September 28, in New York City.  We look forward to an exclusive day of discussions and presentations with top influencers in digital advertising as we examine the essential tools that every publisher must have for successful monetization and digital acceleration.

Rule #1:  Being on Stage is a Privilege. If you’re running a conference, you are doing the moderator a favor by allowing him or her to run the panel.   Establish clear expectations and hold the moderator responsible along the way.  (Side note: If you’re choosing moderators or panelists based on who’s sponsoring your conference, you’ve painted yourself into a corner.)  Talk to your moderators about the level of preparation and scripting you expect.

Rule #2:  The Moderator Works for the Audience. You’re not up there to make the panelists feel good.  (See Rule #1: it’s a privilege for them to be on stage too.)  Be an advocate for audience rights:  the right not to be bored, not to have their time wasted.  If you think a panelist is opaque, confusing or off topic, fix it.  As the follow up question; challenge; redirect.

Rule #3:  The Opening Always Sucks.  Skip it. Those brief two-minute self introductions you let the panelists do are the beginning of a bad panel.  Either introduce them and their companies yourself in 20 seconds or less (and of course NEVER read anybody’s bio!) or just put their names and companies up on a slide.  The audience you work for (Rule #2) only cares if the panelists are insightful, useful or entertaining.  Get on with it.

Rule #4:  Do the Work. Individual pre-conference conversations – or at very least an email exchange – with the panelists should be mandatory.  These exchanges are followed by an email to the group outlining the themes and questions you’ll be including.  The best panels are the continuation of a conversation, not the initiation of one.

Rule #5:  Have a Point of View. Who says the moderator has to be moderate?  Be a flash point instead.  Bring your own views to the panel.  Lay them out and ask the panelists for reactions.  You’re not a potted plant.

Rule #6: Don’t be fair.  Be good. Too many moderators go “down the line” and give every panelist a say in every question. Nobody wants to hear hair-splitting nuance and incremental improvements on points.  Direct questions to specific panelists then move on.

Rule #7:  Look, Listen, Interrupt. Good moderators don’t look at their panelists all the time; they’re constantly looking out into the audience.  This forces their panelists to do the same and keeps eye contact between the panel and the crowd.  Also truly listen to the answers – then probe, challenge and expand on them.  When a comment is sharp, reinforce it.  When it’s lame or meandering, interrupt and redirect.  (See rules 2 & 6)

With all the scary smart people in our business, it’s a tragedy that our primary vehicle for learning from them is so terribly broken.  Next time you’re seeking refuge on your iPhone or Droid during some panel that’s going nowhere, use the time to forward this post….to the moderator.

If you want to see if I practice what I preach, come by the Liberty Theater on Wednesday afternoon at 4:30.  I’ll be moderating “Breaking Through: Media Strategies that Impact and Reach Millennials.”

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The Millennial Reach.

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The Millennial ReachI’m moderating an Advertising Week panel next Wednesday called “Breaking Through:  Media Strategies that Impact and Reach Millennials.”  I didn’t name the panel:  If I had, I’d probably have left the word reach out of the description.

As I’ve told many customer groups over the last few years, reaching millennials is not the problem.  There are a hundred programmatic strategies to put an ad message in front of a critical mass of millennials. Heck, a reasonably well-designed cable buy will get you the reach, if that’s what you care about.  But reach is not the point.  In fact, for publishers and media companies it can be a fatal distraction.

This week’s Drift is proudly underwritten by AppNexus. Join AppNexus at this year’s Yield Executive Summit, taking place on Wednesday, September 28, in New York City.  We look forward to an exclusive day of discussions and presentations with top influencers in digital advertising as we examine the essential tools that every publisher must have for successful monetization and digital acceleration.

When reduced to the concept of reach, millennials are the new adults/25-39. It’s just math. When it comes to impact, however, there’s a lot of good work to be done.  Most of what we think we know about millennials is made up of stereotypes and bland generalities.  But one thing is true:  they are the first generation to grow up in a world of constant connection and unlimited media and communication choice.  And that fact informs the ways in which we can truly help marketers.  We need to give them solid guidance on three factors:  distribution, form and tone.

Distribution:  To the cable programmer, the connection has to be made on its own channels; to the web publisher, it’s all about who comes to my site or spends time with my app.  But that’s becoming a fool’s errand.  We must understand and offer strategies based on how young consumers will really experience, participate in and share the conversation.

Form:  Is the banner ad a dead issue in persuading millennials to do anything?  Pretty much.  And the canned 15 or 30 second pre-roll ad is not far behind.  And the kind of typical social posts executed by many marketers today are also headed for the boneyard.  The question we need to help marketers answer is, “when it comes to millennials, what will replace the ad unit?”    In the short run, we can advise them on things like ad size and video length, but that’s really just kicking the can.  Millennial consumers reject ads.  We need something else.

Tone:  Perhaps the best way for publishers and media companies to make a difference for marketers is to become their millennial translators.  Too often, the marketer’s attempts and native content, social participation or influencer marketing have the same effect as your dad showing up at the bar where you and your friends hang out.  And if he’s grown a hipster beard and tosses out cliché buzzwords, all the worse.  Finding an authentic and legitimate voice in the millennial conversation is what is most imperative to the marketer.  You can help with that.

Care to join the conversation?  Post your comments below and plan to join us on Wednesday, September 28th at 4:30 at the Liberty Theater on 42nd Street.  Walker Jacobs (Fandom), Kathy Kayse (Yahoo!), Andrew Capone (NCC) and Ben Dietz (VICE) will help us unpack the issues.  If you’re not registered, go here. See you next week.

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