Even The Losers

More Losing Might Be In Order

Last weekend, I took my mom, a huge Philadelphia Eagles fan (OK, I am too) to a road game for our annual birthday tradition. So far, we've been to Cleveland, Indianapolis, Chicago, Tampa, Green Bay, St. Louis, and now Detroit. (We're 4-4, and my beloved team lost this last one by a point. We had a good time, because we always do, but it could have been better. Alas. Moving on.)

On the way to our parking spot, I saw the following PSA, which just made my day on many levels. Let's dive into it, shall we?

1) As a fan of a team that is nearly as futile as the Lions in terms of time between championships (1957 for them, 1960 for my laundry), I kind of like that this headline is a few blocks from the stadium. I'd like it more if it were close to Dallas, Washington, New England and New York, but you take what you can for smart aleck snarking moments.

2) On first blush, the ad pops and makes sense... but if you look at it more than five seconds, you'll catch a rather, um, glaring mistake. (I apologize for the image, but we were in the car and I had to rely on Google Earth for the grab.) Take a second look. See it yet?

Namely, um...

If you are losing, dude in the hoodie with the hands up in obvious distress...

Why do you have the mountains and mountains of chips?

Which you clearly have not lost, or at least, not yet?

Look, I get that outdoor ads are hard. You can't go for any concept that takes more than three seconds, the copy has to be pretty much header online, and you need obvious graphic relevance and stopping power. They cost real money and take significant industry, and even PSAs get real attention in the community.

But, um, how hard would it have been to show the chips being raked away, to back up the whole idea of Losing?

Or just not show the chips at all, since the hoodie, green felt and copy might have gotten the point across?

Which leads me to the following and final point about any marketing and advertising project like this one...

Maybe run it past someone who is actually in the target demographic of, well, actually having gambled in their lifetime? Before you put the damned thing up?

Play me out, Tom Petty...

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Dad's Favorite (Only?) Game

Sing It, Fry

This past Saturday saw another college trip for the eldest -- the third this month, and the seventh of her process so far. She's getting serious about this, on a lot of levels, and it's honestly great to see. But the nuts and bolts of that isn't what I'm going to get into here. Instead, I'll use the experience to answer an age-old question for some casual observers of marketing and advertising, which is why the vast majority of pitches in our world are geared to dramatically younger audiences. But first, back to the college visit.

The trip this time was a 3-hour drive to a state with dramatically higher costs for gasoline, as well as a toll road to get there if you want to save about 15 to 20 minutes of time. As we were late getting out in the morning and had a hard stop of when we needed to get back, this was all part of my consideration set, because, well, every dollar we save is a dollar we've got to help with the college costs in a couple of years. And at this stage in my life, I just enjoy finding new ways to save money. It's a Dad Game, to be sure, but a game all the same.

Which meant that I bought just enough gas in the neighboring state to get back. Also, that we left in time on the trip back to take non-toll highways, which also allowed me to drive at more mileage-friendly speeds. When we did get back, I filled up at my local warehouse store, where the gas is a few cents cheaper and still good quality. That also gave me the chance to grab a handful of groceries that were also a deal. While also using the cashback credit card, which doesn't carry a balance, because, well, we're avoiding the finance charges. The warehouse store also has a cashback bonus, so we're kind of double-dipping on that. And so on, and so on. I stretch dollars now in ways that I never did when I was younger.

Which leads me to the point I wanted to make, and the one that has been an abiding mystery in many marketing and advertising circles. Namely, why is so much marketing fixated on younger and less demographically advantaged users, when the older folks are the ones, well, with the money?

In automotive advertising, it's particularly striking. The average new car buyer is in their early '40s. Up to then, most buy used or increasingly just avoid the expense. (Personally, I didn't buy a new car until that age as well.) So when you see ads for cars that are filled with millenials, it's something of a miss, but understandable from the standpoint of the prospects wanting to appear younger than they are, or building brand for the long term.

If you want to tell a nice story about this, it's because younger buyers are presumed to be highly impressionable, and you can more easily change their buying patterns. The not so nice story is that older consumers are, well, cheap, and aren't likely to adjust well to the new price levels for things; consider the not overwhelming cash you might have gotten in cards from your older relatives back in the day.

But for me, what it really comes down to is being able to say no to myself pretty easily, whether it's for drinking free office coffee over premium stuff, shifting to store brands over premiums, doing my due diligence for price checks, and so on, and so on.

Saying no to the kid, especially if she gets into a school that could have a dramatic impact on her future life and earning potential?

Well, being Dad means you can't always play the game you'd like to play...

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Your Expected Contribution

Help Me, Piggy

This past week saw two interesting and seemingly unrelated events in my life that are merging in my mind.

The first was an interesting exercise with my teams and HR department at the day job, with the promise and actual delivery of personal insights as to how we are all seen by co-workers, in terms of the kinds of energy, strategies and modes of working.

My natural way of thinking for this kind of thing is to compare it to horoscopes (why yes -- I am perceptive! That's so interesting and unique to the sub-set of people born in this month of the year!), and to disregard what is told as nothing I didn't already know... but when you get under the hood and really consider what is said, there was real value in the process and exercise. (There's also the relatively tender matter of how much of this you will want to share, and with who. Knowledge is power, after all. Not always nicely used power...)

What was intriguing to me wasn't the specific points, but how it jibes with what the day job expects. It's a different role than what I bring to consulting, or parenting, or being a husband. Limiting my energy to my known role may limit how I'm seen, and make it seem like I'm holding something back, and not delivering the full contribution.

Which leads me to Saturday's activity, which was taking my eldest daughter, a high school junior, to her fifth different college visit. (No need to specify which one, as I'm not sure it's going to be in her final consideration set, but it was a fine presentation and pitch.)

What was especially valuable in this session was the publicization of a calculator Web site that estimates your EFC -- expected family contribution -- for when your child gets accepted to a school. This number takes your tax return, assets and current financial situation to bear to determine the student's level of aid, .

It is, as you might imagine, a daunting and sobering number, no matter how long you have kept this goal in mind. Making this number isn't going to be easy, and might require some significant need to leave my comfort zone -- either through pushing the consulting billing to higher levels, doing more to step up monetization of content, cutting expenses in ways we haven't been willing to do, or maybe even just adding formal second and third jobs. Setting our child up for a lesser educational experience than what my wife and I were able to achieve is just a non-starter, and expecting our kid to just achieve all goals through aid packages or exceptional debt acceptance is similarly unacceptable.

For the moment, we've got time to make some moves, but not nearly as much as we used to. We know we're not alone in this concern, as it's kind of the signature worry of the age. Maybe political change might make the situation better, too, but again, not something you can count on.

Your expected contribution.

I had no idea that phrase could seem so loaded, really...

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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.