Drumming Lessons

Butch likes to think that you learn little life lessons in everything you do.  Good brands learn from experiences, then leverage those lessons to get better and stay relevant.

I've been drumming for 36 years.  Through drumming, I've learned a lot of lessons that apply to life, business and branding.  Here's just a few:

• Less is more. Keep it simple.
• Always try something new/different or you'll get stuck in a rut. 
• Sometimes, you have to be quiet to break through the noise around you.
• No matter how much it hurts, stay consistent.  Never deviate.
• If you miss a beat, don't sweat it... just jump back in.  Always jump back in.
• Never leave your lead singer hanging.  He's counting on you.
• No one really notices your mistakes like you do.  Don't dwell on them.
• Know your role.  Don't be a glory pig.  Drummers are in the back of the band for a reason.
• Deliver what you promise. In the end, everyone's either found or found out.
• Do what you love, and you'll do it the rest of your life.

Add your own, fellow drummers.  If you're not a drummer, add a few anyway.  Afterall, everyone thinks they can play drums.  (Wink. Wink.)

- Butch

A Case Study of Case Studies

Butch had the good fortune to serve as a judge for the North American Effie Awards in NYC last week.  The "Effies" is a worldwide awards show recognizing effectiveness of advertising and marketing communications campaigns.  It's the largest ad show focused on what matters most to our clients and our brands -- ROI.

The great thing about judging case studies is that you look at them with a completely different filter than when writing them.  It was a great learning experience that reminded me of a few things I should pay careful attention to when preparing case studies for award shows, new-business RFPs, presentations, etc.

1.  Make sure that goals & objectives are focused on the most important business priorities.  Winning lots of creative awards really isn't a business priority.  Driving higher comp sales, incremental traffic or brand engagement... that's a good strategic platform.

2.  Check that your stated results & key metrics align with your goals & objectives.  I was surprised how many case studies specified sales goals, but failed to pay it off by speaking to sales results.  Again, lots of creative awards does not equate to great sales.  In fact, one case stated a sales-growth objective, followed by a chart illustrating NEGATIVE comp sales. WTF?

3.  Proof.  Proof.  Proof.  Wow.  I was shocked at how many case studies contained typos, incomplete thoughts and misspellings.  One very large, well-known agency even misspelled their own name.  No kidding.

4.  Review and follow the rules of the game.  Every awards show has its sacred rules.  If those rules are broken, you'll likely be disqualified.  It's a shame to spend hours of time and resources to enter a show, prepare samples, ship materials, then find that you didn't follow instructions and your entry has been DQ'd.  Unfortunately, the very first entry I judged was thrown out for a rules infraction.  Sad.

5.  Don't be intimidated by the big names.  Not all great work is done by the large, venerable agencies in the industry.  Smart work can come from anywhere.  My top two, highest-rated case studies were for regional brands handled by smaller agencies.  The strategies were solid, the work was brilliant, and the results were exceptional.  They beat the big brands & big agencies, hands down.

That's it.  A few simple reminders that may help make our case studies better and more successful. Thanks for stopping by.

What do you think?
- Butch

Digital Alter Egos

A recent report by The Telegraph claims that 20% of divorces in 2009 cited Facebook "affairs" as a reason for failed marriages. Sounds ridiculous, but so do many of the things people do online that they would never do face to face.

Butch is surprised at what he sees on Facebook, Myspace, Twitter, etc.  The act of posting comments, pictures and videos on a computer or mobile device seems to rob people of common sense, morality and plain ol' simple manners.  People forget that what goes online can be seen by everyone.  Do you really want your prospective employer to see you in those "crazy biatches" girls-night-out pictures?  Think the cops won't care about that video of you and your "posse" paint balling cars at the church?  There's nothing wrong with friending your old college squeeze and chatting all night while your wife is upstairs taking care of the kids, right?

Online communities are just communications tools provided by technology.  Use the same sense you'd use in real social settings.  Be nice.  Be good.  Do the right thing.

Better yet, take a break from the screen and take time to actually talk with the people in your life -- face to face.

What do you think?
- Butch