Needed Again? The Ad Campaign That Saved New York

It’s midsummer, yet we are at a moment in time when tourism and travel ad campaigns are practically at a standstill, due to COVID-19 and our economic shutdown. Here in New York, the lights of Broadway will be out for not just the rest of summer, but the entire year (subscription required). Who knows if New Year 2021 will bring the bright lights back – and if so, the audiences, with billions in the balance.

The city also was recently met with the passing of Milton Glaser, the founder and publisher of New York magazine, and the graphics genius behind the now-ubiquitous “I❤NY” graphic.

A wise soul never bets against New York.

Another advertising genius, Mary Wells Lawrence — the first woman to found, own, and manage a major advertising agency (Wells Rich Greene, in 1966) – was honored last week with a Cannes Lions “Lion of St. Mark” for lifetime achievement. Her agency – with Glaser’s design – literally took a “deteriorating” New York and launched a Broadway-focused campaign that began the city’s (and state’s) path toward the world giant of tourism that it is today.

Here are some samples of work from this campaign in the early 1980s – note the direct-response call to action. Also of note, Glaser developed the graphics pro bono, and the jingle also was donated by composer Steve Karmen.

A Campaign That Sparked Imagination, Captured a Moment, and Practically Created a Category

New York will need nothing short of another seminal ad campaign – or campaign extension — to revise its fortunes once again.

This work was indeed seminal. Until that time (campaign launch, 1976-77), there were few state-funded tourism campaigns that captured America’s imagination as much as “I❤NY” – only “Virginia is for Lovers” (1969) comes to mind. “I❤NYmay not have invented the category, but it took travel and tourism marketing to new heights in public consciousness.

Famously left for bankruptcy by President Gerald Ford, New York City’s perceived state in the mid-1970s was nothing short of disastrous. Depopulation, crime (Son of Sam), blackouts (and looting), decrepit public transit… one might argue the city barely functioned, if at all.

But New York always fights back. The truth is the city never lost its global mantle atop finance, fashion, night life, the arts, and retail, among other sectors. Broadway is uniquely New York and – other than London’s West End – there was no greater concentration of live theater in all its forms than the Big Apple, so of course Broadway was going to be the initial focus of an ad campaign, which happened to open the door to New York’s comeback.

And oh, did it work, perhaps far beyond tourism and economic revival. It created an energy and mystique for the city that touched a chord with many – not just to visit New York, but to come to the city and live, take a chance, and forge our path in the pursuit of happiness. (When our pop heroes of the time – Blondie, the Rolling Stones, Kiss (Ace Frehley), Michael Jackson – are singing in and about you, adding a dose of parody, it’s also hard not to notice.) What followed in New York City is truly remarkable – a booming economy that even periodic stock market corrections and September 11 could not dislodge. These latter events, merely interruptions.

That is, until now.

A New Marketing Challenge – Who Wants to Step Up?

Even prior to COVID-19, New York has had new images and realities to contend with: a population that peaked in 2016, even amid a wildly successful tech and biomedical boom; Gen Z and Millennials with vitality and genius who can’t afford the price of entry – or, worse, feel it’s not worth it; strangulation by repugnant and short-sighted immigration curtailment and visa restrictions that serve to fail the American Dream. And now, it was the epicenter of a pandemic, which has brought into question the safety of dense population centers everywhere.

So how will NYC & Company, the State of New York Division of Tourism, and Empire State Development perhaps unite to revive New York’s fortunes this go-around?

It’s time for a Next Generation to dream big, strategize, and present the next seminal campaign (extension) that will “save” New York. I ask, who’s going to do it? Where are the next Mary Wells Lawrence and Milton Glaser?

How about you? If you and your agency are creating successful work right now, you can prove it: The Association of National Advertisers (ANA) has now issued its 2021 International ECHO Awards call for entries. What makes the ANA ECHOs so unique is that each campaign is judged by peers based on data-informed strategy, creativity, and results in business outcomes that any c-suite would love. “Brilliant results. Executed brilliantly.”

Like the State and City of New York, thousands of brands right now need agency and marketing leadership that inspire, motivate, and move business and the economy. In both consumer and business markets, domestic and global, earning an ECHO shows data prowess in real campaigns that make a difference on the bottom line – attributes and outcomes that are in high demand. Take your best work from 2020 and enter, and I’m proud to say, I’ll have the opportunity to help judge that work this fall.

I’m eager to see the best. New York’s image curators ought to be watching as well.

Must-Attend B2B Marketing Conferences for 2020: COVID-19 Update

The conference and event business has been turned upside down, so my annual post covering the must-attend B2B marketing conferences of 2020 is due for a refresh.

The conference and event business has been turned upside down, so my annual post covering the must-attend B2B marketing conferences of 2020 is due for a refresh. No surprise, some events have been canceled, but I am pleased that some organizers have pivoted quickly, creating virtual events that will allow us to learn, keep in touch, and stay up to date in our field of B2B marketing. Kudos to them! Let’s show our support by attending.

Marketing Conferences Converted to Virtual

May 27-28: B2B Marketing Ignite USA 2020 — UK’s B2B Marketing.net had planned to bring its successful annual conference to our shores, specifically to Chicago, but now the event is virtual. If you’re not already a member of their US online community, I suggest you sign up.

May 28: Marketing Leaders Forum APAC — For B2B marketers in Asia. Free to those registered for the October in-person events, and now turned virtual.

Marketing Conferences Operating as Expected, for Now

These organizers are holding out hope that marketers will be able to convene face-to-face sometime later in the year. As the time approaches, they may make the decision to postpone, cancel, or go virtual. Keep an eye on their websites.

Aug. 10-12, Boston, B2B Sales and Marketing Exchange — A fruitful merger of three smaller B2B conferences, DemandGen Summit,  FlipMyFunnel and REVTalks, launched in 2019.

Sept. 29-Oct. 1, Chicago, B2BNext — All about B2B e-commerce business and strategy, co-founded by Andy Hoar, formerly Forrester’s top analyst in the category.

Oct. 4-6, Scottsdale, ANA BMA Masters of Marketing Conference — The ANA is moving its reincarnated BMA conference to Scottsdate from Chicago this year. Dates have shifted from May to October.

Oct. 7-8, Singapore, B2B Marketing Leaders Forum Asia 2020 — THE Asian event for B2B marketers. The Sydney event is postponed to Oct. 26-27. Melbourne event, Nov. 19.

Oct. 7-8, Chicago, Reach 2020 — Launched in 2019 by G2Crowd, this one-day conference is all about getting the most value from B2B ratings and reviews sites.

Oct.7-9, San Diego, Digital Transformation Connect — For senior execs in B2B companies, a place for meetings and networking with a customized list of peers and vendors. Attendees must qualify to be invited, by filling out the Contact Us form.

Oct. 13-16, Cleveland, Content Marketing World — Still growing, still thriving.

Nov. 3-6, San Francisco. MarketingProfs B2B Forum — Especially hoping that this operates, as I am delivering a one-day workshop on B2B marketing strategy and planning on Nov. 3, with Allen Weiss.

Nov. 5-7, Carlsbad CA, Seismic Shift — All about sales enablement, an important topic.

Canceled Events

Sept. 16-18, Boston, Connect to Convert — A division of the giant LeadsCon, with a solid B2B marketing track.  Will run again in 2021.

A version of this article appeared in Biznology, the digital marketing blog.

What I Hope to Learn in Orlando’s Magic ‘Data’ Kingdom

The Association of National Advertisers (ANA) inaugural 2020 Masters of Data and Technology Conference kicks off today. It will be interesting to learn how brands see themselves transformed by all the digital (and offline) data surrounding prospects and customers at this Magic Data Kingdom in Orlando.

As I get ready to embark to the Association of National Advertisers (ANA) inaugural 2020 Masters of Data and Technology Conference (beginning today), I’m very curious to listen in and learn how brands see themselves transformed by all the digital (and offline) data surrounding prospects and customers.  With CMOs telling ANA that this topic area is a strategic priority, I don’t think I’ll be disappointed this week in Orlando’s Magic Data Kingdom.

Are “they” — the brands — finding answers to these questions?

  • Do they have command of data in all the channels of customer engagement?
  • Are they deriving new sources of customer intelligence that had previously gone untapped?
  • Can they accurately map customer journeys — and their motivations along the way?
  • Are they truly able to identify customers across platforms accurately with confidence?
  • How do data science and creativity come together to make more effective advertising — and meet business real-world objectives?
  • What disruptions are shaking the foundations of B2C and B2B engagement today?
  • Are investments in data and technology paying dividends to brands and businesses in increased customer value? Do customers, too, value the data exchange?
  • Is there a talent pool in adequate to deliver data-derived, positive business outcomes? What more resources or tools might they need?
  • What impacts do barriers on open data flows — walled gardens, browser defaults, privacy legislation, “techlash” — have on relevance, competition, diversity in content and other business, economic and social concerns? How can these be managed?
  • Are “brand” people and “data” people truly becoming one in the same in marketing, and in business?

Admittedly, that’s a lot of questions — and perhaps the answers to some of these may be elusive. However, it’s the dialogue among industry peers here that will matter.

The mere emergence of this conference — “new” in the ANA lexicon — is perhaps a manifestation of where the Data & Marketing Association (acquired by ANA in 2018) hoped to achieve in its previous annual conferences and run-up to acquisition. The full promise of data-driven marketing — and “growth” in an Information Economy — can only happen when brands themselves (and, yes, their agencies and ad tech partners, too) have command of data and tech disciplines, and consumers continue to be willing partners in the exchange.

Imagination lives beyond the domain of the Magic Kingdom (where we all can take inspiration from Disney, nearby). Likewise, aspirations can be achieved. Let’s listen in and learn as ANA takes rein of this brands- and data-welcomed knowledge share. Growth is a beautiful thing.

 

By Association: Brands, Data and Marketing Finally Have Come Together

Call it marketing data’s destiny. On July 1, if membership approves, the Data and Marketing Association (DMA) will be owned and operated by the Association of National Advertisers (ANA). Perhaps a merger more than 100 years in the making.

Call it “marketing data’s destiny.”

On July 1, if membership approves, the Data and Marketing Association (DMA) will be owned and operated by the Association of National Advertisers (ANA).

The former first began in 1917 — the latter in 1910. Perhaps this moment is destiny 100-plus years in the making.

In 1915, William Wrigley sent chewing gum to every household listed in every phone book in America — more than 1 million at the time. That was “direct marketing.”

What David Ogilvy Knew, We All Must Know Now

One of the greatest advertising practitioners of all time – David Ogilvy – knew that “direct response” advertisers — no matter what the medium — knew which ads worked, and which didn’t, because of their discipline to measure. Direct marketing was Ogilvy’s “secret weapon.”

Google did not invent analytics — direct marketers were always data-driven, and have been testing and analyzing and measuring every piece of advertising real estate under the sun. Google helped to introduce analytics to digital-first marketers.

Early on, direct marketers recognized Amazon as what it truly is — front end to back end: “direct marketing on steroids.”

DMA knows data. Its conferences, content, professional development — and advocacy and representation — have always advanced the discipline of data-driven marketing, in quality and quantity. Accountability, efficiency, return on investment, testing and audience measurement — these attributes, for perhaps decades too long — were relegated “second-class” citizenship by Madison Avenue, general advertising and the worship of creativity.

Oh, how times have changed.

Data Streams — What Direct Response Started, Digital Exploded

Even before the Internet was invented, smart brands — leading brands — started to recognize the power of data in their advertising and marketing. While some had dabbled in direct mail, most pursued sales promotion techniques that mimic but do not fully commit to direct marketing measurement. It was the advent of database marketing — fueled by loyalty programs, 800 numbers and credit cards — that gave many “big” advertisers their first taste of audience engagement.

Brand champions were curious, and many were hooked. Nothing helps a brand more than customer interaction. Data sets the stage for such interaction through relevance — and interactions enable behavioral and contextual insights for future messaging and content.

Digital marketing — and mobile since — have exploded the availability of data.  So all-told, brands must be data-centric today, because that’s how customers are found, sustained, served and replicated. In fact, data-centricity and customer-centricity are nearly indistinguishable.

ANA and DMA coming together — it’s as if brands understand (or know they need to understand) that data champions the consumer and serves the brand promise. Data serves to prove the effectiveness of all the advertising, marketing and engagement brought forth.

ANA has been acquiring organizations — Word of Mouth Marketing Association, Brand Activation Association, Business Marketing Association and now the Data and Marketing Association. There certainly may be more to this most recent transaction than my humble point of view here today.

But I’d rather believe that data-driven marketing, finally, has received an accolade from brands 100 years due. Congratulations are in order.