When Many Forms Of Money Are Speech

Your Speech Isn't Green Enough

It's not my place, as a marketing and advertising consultant, to show my hand in politics. In my time as an ad man, I've worked both sides of the aisle, on both a candidate and commerce level, and at the core of the work, there's something of the ethos of a trial lawyer at work. You make the best case for your client, and trust in the marketplace of ideas to prove the merits of your argument. Whether or not I believe in, or patronize, a product or service should not ever be obvious to my client, because if we're in that mental space, we're in a place that's far from doing good work.

So this isn't where I join in the cavalcade of people who give you their opinion on the phenomenon that is Donald Trump, or offer up my take on the latest statement that has garnered headlines, awareness, approval and condemnation. If, for no other reason, that I'd like this column to have more of a shelf life than a fruit fly. But I will note that, from a marketing and advertising standpoint only, what's going on here is fairly revolutionary.

Thanks to social media, Trump no longer needs the media to communicate with his audience, but communicating with just that audience isn't, of course, enough in an era of fragmentation. What's needed is for the media to take these moments and reflect them to a wider audience.

This is, on some level, paradoxical. Trump's difference as a candidate, for good and ill, is that he is independently wealthy on a scale that differs from his opposition, so much so that he is able to speak off the cuff about, seemingly, anything. We've had candidates like this before -- Ross Perot is the obvious historical parallel -- but unlike Perot, Trump hasn't actually spent that hard on this endeavour, or even had to collect much from his flock.

Instead, it's the money that he's made in the first place, along with the decades of playing for media time, that qualified Trump's output as news. That output has produced undeniable ratings, to the point where Trump tried to leverage the higher ratings from his appearance into a paid fee, beyond what any other candidate would receive. (That, in and of itself, is revolutionary, since every candidate up to now has seen enough benefit from appearing on camera in the first place to not worry about also getting paid for it.)

Finally, it's meant that no network has been willing to just stop covering the candidate, because to do so would be to court lower ratings, let alone risk the ire of his supporters, or the candidate himself... with, of course, every other network willing to give air to the fire.

There's been some signs of weak polling for Trump in the past week or so, so maybe actual voting will stop the money -- err, speech. But there's a sense that the toothpaste has left the tube, and that the next political war won't be fought with the air power of big media spends. Instead, it might be the millions of unpaid voices on social media, all of which, of course, wouldn't have been there in the first place without the money.

Amazing system, this.

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

A Krampus Miracle

Hello, Horned One

This weekend, a movie opened with very little buzz, during a time of the year that is usually death for new releases, while being opposed by popular holdovers. It wasn't expected to do well, with most observers thinking that it would be likely to make less than $10 million. Given the lack of "A" level talent, and the usually strong foreign market for effects-heavy movies, it wouldn't be a disaster, but no one was expecting a major win for Universal.

Instead, "Krampus", the odd mix of horror and comedy that plays off ancient Austrian Christmas myths that speak to the other side of St. Nick., is going to bring in $16 million, second only to the "Hunger Games" juggernaut. As it only cost $15 million to make, and has already pulled in $3.3 million in overseas gross, it's highly likely to turn a solid profit, especially if there is any holdover to the audience in Week Two.

So how did it happen? Well, start with the actual subject matter. The Krampus myths have been making headway for years now, with parades happening in Europe, mentions in mainstream media, and an ever-growing desire among people to personalize the holidays. Next, move to the timing. If you've ever needed a reason to question the status quo, consider the wisdom of why horror movies don't do well in December, because it's not exactly something you can point a lot of data at.

Third, there's the possibility that the movie's actually good. (I actually saw it with a friend on Friday, and it's a bit of a mess with a need for editing, but I've had worse times.) Fourth, there's the usual demographic cross-matching, with a varied cast to bring in multiple classes. And finally, there's just the fact that horror movies, as a rule, always tend to do a little better than expected, because they fly under the cultural radar. Horror movies don't get award buzz or high-end word of mouth. Instead, they sell tickets.

So, kudos to "Krampus" -- proof that trying something new and different is almost always its own reward. (Besides, it's probably best to say nice things to the dear fellow. No need to risk a visit.)

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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or hit the RFP boxes at top right. RFPs are always free, and we hope to hear from you soon.

Seasonal Gifts For Your Creative Team

Santa Brings The Smokes

T'is the season... for uninspired office Secret Santa moments. These can be particularly troublesome when you draw the short straw and have to shop for a creative. Which is why I'm here to help! Without any moment of cynicism or sarcasm, no no. And with that, on to the ideas!

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Copywriter: Depending on the relative prosperity of your place of business, this can range anywhere from a pack of smokes to an ironic typewriter. You also can't go wrong with a threadbare peacoat, or a print of their favorite writer at work. But for my money, a signed copy of something from a dead famous author shows real thought and warmth, and also underscores the idea that they won't be recognized for their genius until after they are able to profit from it. Seasonal depression is a given for these folks, so you might as well make it poignant!

Real gift: Movie gift card. Every copywriter has a screenplay in the pipe, and hence, a dream of actual prosperity.

Designer: Since everyone lives and dies with computer stuff now, it's important to pretend otherwise, and give styluses, paints, exacto knives and so on. They are just dying to get back to that real feel, and the fact that they will never, ever have time in the day to do that doesn't mean anything when it comes to gifting.

Real gift: Craft store gift card. They'll go in for the paints, but leave with something they'll actually use. Like pipe cleaners! Can't ever have enough pipe cleaners.

Creative director: This is usually a designer that has been given the sorry task of herding other designers, which means the holidays are special for them just for the joy of getting away from these people for a few days. Your gift ideas are to help give this person the illusion or memory of being somewhere else, or the ability to reset their minds when the day has gotten away from them. I'd go with one of those little mini zen gardens with the cute little rakes, or maybe a bonsai tree to mangle.

Real gift: Booze. Good booze; they are directors, after all.

Traffic manager: Every single traffic person I have ever met, or you will ever meet, is unable to function without a delicate balance of caffeine and nicotine. Find out which delivery system is their preference -- this won't be hard, the evidence will be all over their cubicle -- and lay into a mighty supply. There's all kinds of coffee snob stuff out there, and chewables. Go nuts; they already are.

Real gift: If you want to be nice, a spa trip that they will either never use or re-gift. If you want to be appreciated, get 'em their drugs.

Developer / coder: What with the turmoil in these worlds between Flash, HTML5, mobile sizing, responsive design and more on the way, these folks have had the full Chinese curse of living in interesting times. Assuming this is still a job, and not just outsourced or destroyed by technology. You can try a gift certificate to a continuing education course, a gift card to a tech book store, or even some fun Think Geek swag for their desk, but where you should be going is...

Real gift: Booze. Lots of booze. And then more booze.


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Feel free to comment, as well as like or share this column, connect with me on LinkedIn, or email me at davidlmountain at gmail dot com, or visit the Web site. RFPs are always free, and we hope to hear from you soon.