Measuring Up

I am a citizen journalist

Everyone who lives in the marketing/public relations world understands that the blogger community has immense reach and influence now. Because of this, it’s pretty rare to find any type of media campaign or marketing push that doesn’t include some type of relevant blogger outreach these days.  

I’ll write the obvious. I am a blogger. And, although it’s a part time, kind of informal gig for me, MeasuringUp is clearly seen by some (delusional folks) as a medium that can be useful in promoting various issues/offerings/etc. I know this because every few weeks I’ll receive a  pitch from some public relations and/or marketing people on behalf of their clients.  Just like my firm does, they send me information in the hopes that I will write about their client or his/her service or product.

Receiving these pitches is a bit surreal for me.  I guess by now, I shouldn’t be surprised. After all, any blog could be a vehicle to generate awareness for someone’s offering.  It’s just so bizarre and equally  ironic though because I’ve sat the other side (with this person pitching me) for my entire career. And now, a story is being sent my way just like it would be pushed out to traditional media and/or other bloggers. The other point is that it’s hard to look in the mirror and believe that my blog could actually have any real influence in helping these marketers push their agendas. Oh well…

Although I always read each pitch, I rarely end up writing about any of them. The fascinating part of this topic is that a large percentage of these pitch people are sending me information that is irrelevant for my blog. Some are even forwarding crap that is so far off the beat and path, it’s clear that I’m just one little blogger who is part of a much bigger database that this email was blindly forwarded to.

Seeing life from the other side makes me understand so much more why reporters always complain that the public relations community (at large) does a poor job of communicating germane story topics based on the type of media outlet, beat and geography that each writer covers. Ever since I began my career, these stories have been abound. Quite frankly, it’s typically the number one pet peeve that the media have with my profession. It’s interesting to see that some things never change. My guess is that it’s actually worse now because so many non-PR professionals are sending out scores of poorly written, and irrelevant pitches to bloggers everywhere in hopes of some pick up. Yes, the Internet has opened up a new world to most anyone who wants to communicate or offer some commercial message to bloggers. That’s a pretty scary new reality. 

The other cold fact is that some bloggers have no issues publicizing these same terrible pitches. They simply post the query or write about the topic and call out the individual. When this happens, those people are embarrassed and clients are typically annoyed. So, beware. I’m not that mean. But, wanted to point to a  few, generic examples of blog pitches  that made no sense for MeasuringUp:

-          John sent me an email asking if I’d feature his client’s new soap scrub which removes 100 percent fungus and bacteria from human bodies. He thinks that my blog is the perfect outlet for target consumers to know about it. What do you think?

-          Mike wanted me to feature his new client, a star 22 year old singer, who made it to the third round in American Idol two years ago. He asked if I’d like to interview her and then write about our conversation.  I’m sure MeasuringUp's readers would be enthralled to read about that interview…

-          Sarah asked if I’m interested in interviewing her client, an author who has written a new diet cook book on healthy recipes for kids. Do I look like a mommy blogger?

-          Karen sent me three separate pitches all focused on the latest, greatest launch of a new lap top. I won’t call out which brand. But, this example is really sad because it’s clearly a PR agency professional who is pitching her client’s latest product. She has gone so far astray by targeting MeasuringUp….

And, the pitches keep on coming…

Who can you really trust?

Yesterday, The Today Show ran this controversial  and damaging segment (see below) about the hotel and resort industry. Seems that some players in this industry are breaking rules and laws by writing phony reviews about themselves (and their competitors) on super popular review sites like Trip Advisor, Oyster and Frommers.  I wanted to comment on this news story, considering I just wrote a review about my own experience with vacation resort the Cancun Palace. My post was then linked  to Trip Advisor.

Visit msnbc.com for breaking news, world news, and news about the economy

If this piece is accurate, and fake reviews are as rampant as we’re led to believe, then I think this industry is quickly moving head first into a real crisis.  These sites are very popular. That’s because the masses who use them (like my wife) believe that other vacationers/travelers will offer up the most honest information and tips on so many important nuances within each hotel and resort. The plain cold reality is that consumers who use these sites are very fickle. Unlike most Internet surfers, many don’t mind spending lots of time on these sites because the reviews are chock full of interesting details on so many significant nuances. But, they are also a highly skeptical bunch to begin with on this very topic. The rationale behind using a Trip Advisor is that there are very few sources which can provide in-depth tid bits on everything from food, to service, to what the rooms are really like, like these sites. If they start to perceive (right or wrong) in any way that any of these reviews are hotel fed propaganda (or worse), a pack of lies, then these once helpful web sites will be panned very quickly.

On the Today Show piece, Trip Advisor and a few other reviews sites commented that they do have systems in place to ensure the accuracy of each and every review. If that’s the case (which right now is hard to believe), I suggest they aggressively start to communicate specifics on what their safe guards are before this spirals out of control. This should include going back to The Today Show and many other key media outlets to prove their case. They should also use their own sites to boldly explain how each safe guard works.

I don’t think anyone is shocked that this fraudulent activity is taking place. It happens all the time in other categories and industries and the web is a perfect medium to create and distribute fake content. But, that still doesn’t help these companies who are only valuable because their readers believe what they are digesting is both authentic and timely.

To Travel Advisor and all the other competitors, the clock is ticking. Now is the time to act. Readers are planning their next vacation and wondering whether they need to start looking for all new, reliable sources in place of you.

This all inclusive is all right

I just came back from a family vacation (with good friends) in Mexico. With six small kids between us, fun on these breaks is all about keeping them very busy through many different activities (so that the adults can find some relaxation). We decided to try an all-inclusive resort called the Cancun Palace because of this.

Neither my wife nor I are big fans of any all-inclusive getaway. Although my experiences are limited, we've found that while the food is plentiful, it usually is also substandard. On some Caribbean islands, service always comes with an attitude (see Almond Beach in Barbados for this). And, although this will certainly come off as snobby, the level of clientele sophistication (that would be hotel guests) and overall ambiance within these beach front facilities typically leaves something to be desired.

That's why we were all pleasantly surprised with our week in the Cancun Palace. Here's what made it a success for us.

For starters, the resort was new, contemporary and even a tad luxurious. And, the food (at pretty much all five different themed restaurants) was very good. That, in itself, made my wife's trip.

All the other basic wants and needs were positive as well. Employees were very happy and always attentive. The facilities, from tennis courts, to fitness center, to the pool and beach were all well-manicured and taken care of. Most importantly, with the exception of the lobby ATM machine, everything always worked. We loved that. I managed to keep a little more cash in my bank account, to boot.

There is one factor that really stuck out at me, though. And, that's why I'd recommend this place to any family. Even with a very affordable price, the Palace never chose to nickel and dime us on a hundred little items (like most resorts tend to do). So, we weren't paying extra for top shelf alcohol, or offsite excursions. With the Palace, all-inclusive really means that everything is included. From what friends have told me, that is very rare indeed.

If I had to use one phrase to describe the Cancun Palace it would be consistently very good. (Here is a link to them on Trip Advisor) Nothing about our experience was bad or even mediocre. As the days went by, we could feel just how hard this superior resort tried to make its guests' vacation great. As I went into this vacation, my expectations were set fairly low so as not to be disappointed. Every once in a while, it's nice to be so surprised the other way.

Obama says: Everyone can’t own The American Dream

There are a number of fundamental reasons why the housing market bubble burst a few years back.  To me, it all starts with one basic truth- owning a home should not be a God given right for all Americans.

Thank you, President Obama. Late last week, his administration’s much anticipated report on redesigning the government’s role in housing finance was published. While the report largely takes aim at replacing dysfunctional lenders Fannie Mae and Freddie Mac, it also goes further into pushing homeownership beyond the reach of many American families. In my estimation, that is a very good thing. Our economic system should always have realistic checks and balances, or it breaks down. Mortgages are nothing more than loans.  And loans should only be given to those who can show that there is an extremely good chance that they can be paid back.

Unlike his recent predecessors, this president just made a big statement through this report. He’s concluded that our country can no longer afford to sustain its commitment to minting homeowners, regardless of their financial status. The exact quote is, “the government must help to ensure that all Americans have access to quality housing that they can afford. This does not mean our goal is for all Americans to be homeowners.”
The report doesn’t offer any final measures. Instead, it provides three options that the administration could take. But, the bottom line is that this reform takes a bold step in reversing the policies over the last two decades which have allowed Americans with little to no income, very few assets and/or even bad credit, to purchase homes. This will happen because many federal programs that guarantee mortgages for lower-income families will be eliminated and even the Federal Housing Association (the largest government sponsor) will not be allowed to guarantee more than 15 percent of mortgages moving forward.

Of course, many dissenters exist. Some are angry and have actively spoken out against this bill. Representative   Dennis Cardoza, a Democrat from Central Valley, CA says, “How is Joe Six Pack ever going to be able to afford a home now?” And, John Taylor, president of the National Community Reinvestment Coalition said, “For those who are working their way up the economic ladder, there is going to be a narrower opportunity for them to enter homeownership.”

To me, this debate is pretty simple. But, like most politicized issues, creative minds have designed a multi-decade old fictitious storyline to make consumers believe that they can only be living the American Dream if they indeed own a home.  This fantasy looks like a beautiful Norman Rockwell painting that they’ve carefully air brushed for us- three kids, a dog, two cars and the nice split family ranch with a patio. The problem is that Joe Six Pack (as Mr. Cardoza refers to) might actually be better off renting in the long run, than living this reality. But, he has been led to believe that anything less than owning a home is failure.

Ironically, we all now know that one’s house should not be viewed as a primary investment that always increases year after year. That combined with school and town taxes (which only continue to rise) and steady costs associated with keeping one’s house/ property in good shape, might weigh heavily on Joe’s wallet forcing him to make tough decisions. Instead, that same month to month investment could be saved to put his kids through college. Or maybe, Joe could just take more vacations, buy things he cares about and save a little more for retirement. All of those benefits would probably allow Joe to live life at a higher standard and experience the “American Dream” just as he had always hoped to. And of course, he’ll never have to worry about that nasty word ‘foreclosure,’ again.

Has this media empire out Foxed the rest?

Yesterday, Rupert Murdoch announced his next big media move. News Corporation introduced 'The Daily,' a digital-only daily newspaper.

Delivered as a news application designed for the iPad, Murdoch is taking a bold step forward by charging a monthly subscription rate of $39. According to his comments, he believes that this new venture will position News Corporation as the digital newsstand of the future.

The concept is quite interesting and controversial because it runs counter to how people consume their online news today. Instead of the ever popular push model where free RSS feeds and subscriptions allow any and all relevant news to be pushed on a 24/7 basis, this model literally creates a digital version of the USA Today model.

Murdoch believes that a more general interest, high- resolution color digital newspaper that offers readers news and gossip on dozens of topics will greatly entice them. He also claims that 'The Daily' will be the first to seamlessly bring photos, video and interactive features together, in this new “all in one place" format.

Murdoch's initial costs for this venture are purposely low. He hopes to build sales through subscriptions over time. No doubt the partnership with Apple will help. And if he's able to build circulation numbers, then advertisers should naturally flock to his outlet as well.

Yet, I wonder if 'The Daily' is still a few years ahead of its time. I do believe that many (including this blogger) would happily subscribe to this app if it was free. But, with so much other free content available at my finger tips, what motivating factor will compel me to want to offer up my credit card for this content? Thirty nine dollars isn't a lot. It's just the difference between having to go that extra step with a payment for content, versus continue to use my favorite model– free.

In the end, I believe that 'The Daily 'will need to provide some incredible value to generate mass subscriptions in this day and age.

I applaud Murdoch's moxy and continued innovative mind set. He failed big time acquiring soon to be 'has-been' My Space a few years back. This time, he's done a complete 180 degree change by establishing a first mover status. I just believe that unless 'The Daily' is offered as part of a larger package (i.e. buy an iPad and receive a six month subscription for free), with Apple consuming the cost, it will be a long and difficult climb to grow sales for News Corp.

NBA = National Bankruptcy Association

Everyone’s heard hundreds of stories about professional athletes going broke. They spend as if money grows on trees. And, they trust far too many friends, managers and agents. Many eventually steal or betray them behind their backs and suck them dry.

Sports Illustrated’s Rick Reilly wrote this interesting, tongue-in-cheek post highlighting many more sad realities on this topic. One startling and sobering statistic got my attention, though. Over 60 percent of NBA players go broke within five years of retirement. Wow.

The first question that runs through my mind is… why won’t they ever learn? The stories are always in the news. So, how many rags to riches to rags examples do these stars need to see or read about before they actually change their behavior? Then it occurred to me that one’s behavior can only change if that person understands he is doing something wrong/harmful and then is taught how to do it better (or not at all).  Understanding that point, I wonder if the NBA needs to step up here and take more of a leadership role with its players.  While the league has no legal responsibility to make sure its employees don’t throw away their lives, I think an ethical example still needs to be set.

I did a little research on the NBA. This league does some great work helping kids become more educated about staying in school and away from drugs. And, it also plays a pivotal role helping players with various maturity and emotional issues they inevitably encounter as they jump from high school or college into a celebrity life in the NBA. But, I’ve yet to find any literature, information or media coverage about how the league helps on the financial literacy front. That’s really a shame.

The image of this league has consistently fallen over the last decade or so for a variety of reasons. Attendance at games and viewership has also greatly waned as the fan base demographics are now limited to more inner city, lower income consumers (versus a healthy mix of middle class and more affluent fans as well.) It’s clear that this fan base still admires these talented basketball players and views them as bona fide heroes because of what they can do on the basketball court and the image they personify. Here’s food for thought: If the NBA actually took a position by teaching its players how to save the millions of $$$ they earn, then just maybe this new found personal financial responsibility would be emulated by the fans and spill over to a part of our society that really needs this help the most. 

Dinner and a movie redefined

My wife and I took nearly a dozen 11-year olds to the movies this weekend to celebrate our son’s birthday. We  had heard a lot about AMC Movie Theaters’ progressive, new offering "Fork and Screen" which includes actually eating a ‘gourmet’ dinner while watching the movie. Naturally, everyone was wondering how the set-up, food choices and overall experience would change from what had always been the norm. Here’s my own Siskel and Ebert review on the New AMC experience.

For starters, there’s no doubt that this is a true transformative change to the consumer movie experience.
For those who’ve yet to experience those first theaters that have been altered, AMC recreated its lobby to look more like a swanky bar. And, its theater has been completely redone to feel more like a dark lounge where one might come to listen to Robert Goulet or Burt Bacharach perform their singing acts versus watching  an action flick (like the Green Hornet). There is definitely a more positive upbeat vibe about the theater, as well. The seats are much more comfortable leather recliners. Every row has long, black tables in front of them and because they’ve removed probably about forty percent of the seats, there’s enough leg room to make you believe you’re not in a move theater anymore.

Then there’s the menu. That’s the biggest change. Lobster ravioli and steak tips. Fancy drinks and high end beers. And, cheesecakes and mousses for desserts. Of course, they offer run of the mill appetizers (potato skins, wings) and the typical popcorn, candy and soda for everyone who comes to the movies expecting some of the same.

I thought it was all pretty cool.  We never tried any of this new fare, but some of the guests near us commented that it beats the Olive Garden. Of course, that comment could be taken many different ways (for the record, we represent T.G.I Friday’s, a competitor in the marketplace).  Even the overall price of everything combined was appealing. The movie itself now cost $20-$23 per ticket.  That seems awfully expensive. But, it isn’t once you realize that the theater also provides a $10 credit on each ticket for food. Since 11 kids really only ate popcorn, some candy and sodas, I probably saved a little money in the end. My guess is that AMC’s real target here are adults who will eat more substantively and drink numerous alcoholic beverages. That’s probably the money maker for them.

The most bizarre part (because my senses just didn’t expect it) was the waiters delivering pints of beer, margaritas and full entrees throughout the movie to various tables. It didn’t interfere with my movie experience, although I found myself on half a dozen occasions staring at trays, wondering what beverages or foods people were ordering.

The only negative experience we had (and it did take away from the movie) was the service. In the past, it was pretty simple. I bought popcorn and soda in the lobby and then went directly to my seat and started eating during previews and throughout movie. Now, they take your orders when you’re in the seats before the movie starts. First we received our drinks, but that wasn’t until after the previews had ended. Then, everyone was handed popcorn about 10 minutes into the movie. Finally, the kids received their candy approximately 15 minutes after that. Kind of a buzz kill from a desired eating standpoint. And, instead of watching the movie, you’re left staring at the doors wondering when the rest of your food will arrive.

At Peppercom, we’ve started focusing more and more on how our clients’ customers experience their brand and how that may differ from the messages and overall positioning that the client is currently communicating. It’s really fascinating to see how and where break downs typically occur. My guess is that AMC is still in the early stages of tinkering with this new business model. It’s clearly a game changer for the industry.  By understanding the good and bad of these first customer experiences, AMC can clearly create a more consistent, appealing  and successful consumer offering moving forward.  Let’s see if they utilize these comments to improve.

My review so far, two thumbs up.

The leak that roared

Today's guest post is by Peppercommer Matt Purdue.

It is a PR pro's nightmare and a journalist's dream come true.

The leak. 

Leaks are making news at a rate not seen since Deep Throat in the 1970s. Of course, there's WikiLeaks, masterminded by the creepy Julian Assange. Today the media is hot on the story of a Swiss banker who leaked information about rich tax evaders to Assange’s brainchild. But other leaks also abound. Goldman Sachs recently announced that it was going to bar US clients and all employees from investing in Facebook because someone leaked information about the deal to the media. Goldman is rightfully concerned that all the media attention could be construed as a violation of the prohibition against publicly soliciting a private placement deal.

With the economy stagnant and mistrust of our government and financial institutions running high, leaks are bound to happen. Disgruntled individuals with an axe to grind love to spoil a mar/comm executive’s day by leaking classified data.

So what's a PR pro to do to mitigate the risk of leaks and minimize their damage? Here are some tips:

Educate and train: Regularly remind all agency and client stakeholders that anyone caught leaking sensitive information will be disciplined and face legal action.

Password protect sensitive documents: It takes about three seconds in Microsoft Word to password protect a file. That password can then be shared with only folks who need to know it.

Use a document sharing site: Instead of emailing documents, set up a password-protected mini-site (a private version of GoogleDocs) where people can upload, view and download important files. These sites also enable users to track who viewed what files and when.

Pick up the phone: Secret emails and texts have a notorious knack for ending up in the Wall Street Journal. If you don’t want to see it in print, don’t type it. If you have a sensitive issue to discuss, use your voice.

Be your own leak: Happens all the time in politics. If you have super-sensitive info to disseminate, consider setting up an exclusive with a friendly journalist before you blast to the news to the world.

Have a crisis plan: Leaks happen. There is no excuse for lacking a strategy to deal with them. Denial is usually the worst option. But if you act fast with smart messages to key media outlets, you might be able to get out in front of the leak as soon as it occurs. Keep in mind that a leaker usually provides information to only one or a few media outlets. If you go to that outlet’s competition, you may be able to bend their ear. No reporter likes being scooped.

Give me sun, beaches and warm blue skies…

I am sick of winter. Let me restate that differently– I really hate this winter.

In the Northeast, we’re having record snow (and ice) falls. It feels as though the temperature never rises much above 25 degrees. And, I can’t remember the last time the wind wasn’t pushing me a step or two backwards. In my mind, this all adds up to misery.

I’ll be honest. As I’ve gotten older, the cold has become less and less appealing. And, my family just isn’t enthralled with all those things most people do during the winter to have fun. We’re pretty bad skiers (remind me to tell you about the time I broke a rib attempting to ski in the frozen tundra of Canada). We don’t really enjoy skating and, overall, we typically cry bah humbug during each subsequent snow fall that takes place.

Yes. I’d like to be living or at least visiting somewhere warm right about now. But like many, I also have a day job in New York City. And, my kids are tied to their schools in New Jersey. So, what can a guy do?

Not much. Except, I can focus (for the rest of this post) on how so many feel the exact opposite way I do. There are thousands of industries/companies/brands that simply love frozen weather like this. The colder and longer it endures, the happier they become. That’s because they feast on every consumer whim and need to make scores of $$$. It isn’t hard to find them. The smarter companies have found ways to market themselves online, in commercials and just about everywhere else we go or turn to.

In no particular order, here’s  a bunch that exploit my misery in every way:

-    Cough and cold medications – I don’t think there’s one person in the Northeast who hasn’t gotten some cold, cough, flu or stomach bug or some viral ailment that has spread rapidly because of the cold. I went to the drug store yesterday to get a new supply of day and nighttime cold medicine. It might just be my perception, but it looked like there are two or three additional shelves filled with two to three times more products. I just checked some research online. Seems that over the counter cold products have increased their sales by 30 percent over this time last year. Bad winter means great seasonal sales for these companies.
-    Resort vacations – Turn on the TV, or click onto a popular online news site. You can’t miss all the promotions for vacation spots to warm places. Just this morning, I saw ads for: The Breakers, Sandals in Jamaica, Barbados, San Diego, The Keys and the Cayman Islands.
-    Public utilities – Have you looked at your heating bill for December yet? Ouch! It’s about 110 percent higher than it was in November. Sure, it’s supposed to be higher… but that is a gigantic increase. This winter should prove to be one of the most profitable on record for any utility in this neck of the woods.
-    Snow removal products – Ice melting salt, shovels, scrapers, snow blowers, snow throwers, etc….They are all selling like hotcakes. This weekend, I happened to be in a Lowes. A shop person told me that they had to replace these products three times as quickly as normal because the turnover is just so high.
-    Winter apparel manufacturers- By now, one would think that most people have bought their heavy winter coats, gloves, scarves, hats, etc. Not true. Or, maybe they just want to have reinforcements. I actually went looking for a new winter coat the other day. The department in this store was mobbed with many doing just the same.
-    Hot cocoa brands – Kids love hot cocoa during the winter. After a little sledding or fort building, that’s the go-to drink for any kid. I bet Nestle and other category brands are making out like bandits these days.
-    Soup brands – Same goes for soup. A little research shows that the soup industry has unusually high sales of their soup products now. Nothing like a good ol’ bowl of Chunky Chicken Noodle for lunch to warm the bones.
-    Vitamin companies – Vitamins are products that consumers turn to during times when sickness is everywhere. We’re seeing serious sales of vitamin C now. I’d say the overall desire for any pill that can increase the body’s vitality and offer help in warding off colds has risen greatly.

Nothing more than organized gambling…

For those who haven’t figured it out yet, our financial markets are laughable. The last collapse, that began in 2007, scared many away. But, it’s actually the recent rise over the last 4-6 months which has me more concerned. You see, there’s no rhyme or reason as to why the Dow Jones Index and others continue to climb steadily.

Sure, jobs are coming back slowly. And, there seems to be a more optimistic view that our economy will become a tad healthier in 2011. But, none of this was apparent in the third and fourth quarters of 2010 when the Dow Jones Average jumped from a miserly low of 9,500 points to over 11.500 by the end of last year. And, every day we still see plenty of negative indicators largest public companies and state and local governments that all isn’t well from a growth standpoint.

My feeling is that for the average Joe, investing in our financial markets is no different than playing craps or blackjack in a casino.  The only real distinction (and positive) with playing blackjack or craps at a casino is that a player can actually understand what his/her odds are to win (even though those chances might be ever so small). For the average investor, the belief that a level playing field existed used to provide a lot of comfort. Most felt that they would be taken care of in the long run if they invested in fairly safe and conservative bets over their working lives. We all know now that this belief is nothing more than a mirage. The reality is that huge institutional forces can (and will) coerce excess and greed into almost any investment marketplace. Because of this, no one individual investor can ever truly feel confident that his/her portfolio will be safe, or far worse, when the markets might simply crash again.

Yet, it’s pretty ironic that most of continue to operate in a mindless sheep-like fashion. We herd once again in packs to these same stocks, bonds, mutual funds and other investments. We all seem to have incredibly short memories because everyone is feeling pretty darn good now. Why not…the markets and our investment portfolio values continue to grow each and every month. So, on paper, everything looks wonderful again.

So, what’s a person supposed to do?  Most working Americans use their 529 and 401k plans as the number one vehicle to save for college and retirement. I’m no financial expert, but it is easy to see that without year to year gains in tax free (or tax deferred) investments in these types of products, it would be almost impossible to save enough money for critical long term needs. Of course, this is a double edged sword because all that money invested may not be worth much of anything in three, five or nine years when the market quite possibly crashes again.

This reality is truly an untenable enigma (at least in my mind). The only seemingly rational move I can think of is to diversify whatever wealth/money one has into a variety of different investments (like real estate and plain old savings accounts) and to become that much wiser to any situation where our markets are rising too quickly for no apparent logical reason. Apart from that, we all need to never forget that anything that looks or feel too good to be true, is just that. So, don’t get hoodwinked again into believing that our financial markets are anything more than organized gambling.