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Fall 2009
Berning Shorts Newsletter Fall 2009
Brief from the Boss
Well, it appears that the dust caused by our nation's turbulent economy over the past year may soon settle. Recently, the Dow Jones Industrials moved above 10,000 points for the first times since October 2008. Financial analysts and investors believe the economy is recovering from the financial crisis and recession that has caused American to fear unemployment, healthcare, small business spending and retirement.
In our business (marketing, advertising, TV/Film Production), I was very pleased to hear that both
Ford's 24-week TV advertising campaign includes 40 commercials of actual Ford customers talking about the features of the Ford vehicles that they like. According to Ford's director of marketing and communications, the company will increase total advertising spending during the final quarter of 2009. In total, Ford is spending about 10% more in 2009 than last year.
The campaign is sure to stimulate the ad industry as well, though the cost of the campaign has not been disclosed. The "Go Forth" campaign is aimed at capturing America's raw, pioneering spirit and features a recording of Walt Whitman's poem, "America." Since July, the print portion of the campaign has been placed in magazines ranging from fashion, sports, culture and music in an effort to target a young male demographic.
It has been said that the volume/amount of advertising that is purchased is an indication of where our economy is headed. While that sounds great, I see a greater meaning.
I've been in the advertising business for over 35 years now and I believe a new era is on the horizon. This new era will take us beyond advertising. As communicators, it is incumbent upon us to not only anticipate the changing landscape of new (social) media but to educate our clients exactly how new media can propel their products and services. A great benefit to our clients is that social media, combined with the proper research and strategy, allows us to effectively track our advertising or communications campaigns.
Sincerely, I remain,
Robert Berning
Ghouls, Goblins and Crisis Communications?
During this time of year, one expects to hear haunting tales of ghouls and goblins, but how often do business leaders or top executives share their real life “Tales from the Crypt?”
A few years ago, executives of a mid-sized company (which we’ll call AlphaGen) located in Louisiana, were highlighted in the local newspaper. AlphaGen was celebrating nearly seven years of prosperity marked by a 90-percent market share and stellar profit earnings. As a sign of goodwill, a local businessman sent an e-mail to congratulate his friend, AlphaGen VP of Operations. The friendly, light-hearted e-mail read, “Great job on your third quarter profits! After seven years, I think it’s time you guys shared the secrets of your success with the rest of us slackers!”
Known to have a quick-wit and sarcastic humor the AlphaGen VP replied to his buddy’s e-mail, “Thanks. I can’t give away all of our secrets. But I can say we aren't above employing children. Hey, they have families to feed. We have to spread the wealth you know!? Let’s talk about it over lunch today. Meet me at The Bar Room Counter at noon.” The VP quickly hit send, gathered his notes and rushed to his morning meeting.
Coincidentally, the VP’s e-mail never made it to his pal’s inbox. Prior to responding to his friend's e-mail, the VP was in the middle of drafting an e-mail response to a news reporter interested in the company's ability to post record profits despite the economic recession. The VP failed to start a “new” e-mail and instead replied to the reporter.
At noon, the VP arrived to his lunch appointment and waited for his friend, who never received his e-mail invitation for lunch. While waiting, the reporter eased up to the VP, initiated friendly chatter and eventually learned the VP had recently returned from a trip to the Philippines. Posing as a curious stranger, the reporter resentfully replied, “Sounds like somebody is living the luxurious life. A guy like you must have everything!” Sensing the stranger's resentment the AlphaGen VP quickly recanted, “Oh no. Actually, it was just a quick business trip.”
The next morning, AlphaGen's CEO called the VP into his office. As he entered the room, the VP wondered why the company’s board of directors was on site.
"Any idea how we made the front page of today's paper?" the CEO asked. The VP wondered if this were a trick question. "I have no idea. I did send a 'canned' e-mail response to a reporter yesterday but I can't imagine it making the front page. Why what happened?
Yelling obscenities, the AlphaGen CEO threw the newspaper across the room and repeated the morning news headline, "AlphaGen Exec Visits Philippines, Company Posts Stellar 3Q Profits." The news article implied the VP's business trip to the Philippines could have been tied to child labor. The reporter also included a copy of the e-mail that he erroneously received.
The CEO charged the VP with cleaning up the mess within one week. Failure to do so, the CEO added, would result in termination and legal action regarding the company's confidentiality.
The VP wondered where he should begin to clean up the big mess. There was no public relations counsel available nor had the company outlined any type of procedure for this type of situation. Every hour, the VP received notice that neither vendors nor suppliers were willing to accept or do business with AlphaGen. Employees began to call in sick daily which resulted in hours of loss productivity. AlphaGen Human Resources suspected employees were concerned about losing their jobs to oversea workers and decided to jump ship before layoffs or terminations would occur. To make matters worst, child advocacy groups were beginning to gather daily to protest the company's use of child labor.
Depressed and not knowing where to turn, the AlphaGen VP resigned and was never heard from again. Residents of the Louisiana-town say the former VP relocated because no company would hire him. Others say he lives under a bridge and is called "the walking corpse" by the town's residents.
What happened to the AlphaGen VP is a bone-chilling story. Unfortunately, even today, the horror of not having a detailed crisis communication plan haunts small- and mid-sized business. -Happy Halloween
To prevent your company from being next year's Halloween story, contact Erin Berning to discuss the elements of a proper crisis communications plan.
Hot Off the Press
Congratulations to Ronnie Lamarque, who recently purchased majority interest in
Berning Marketing would like to extend appreciation to friends, family members and business neighbors along the Papworth Ave. corridor, who participated in our Blood Drive. Participants were issued a "Who Dat" t-shirt and a free coupon for a regular sno-ball compliments of Lou Lou's Sno-Balls & Ice Cream. Thanks to donors, more than 60 lives will be saved.
Trey Berning and Miguel Gomez attended the <36th annual SIGGRAPH conference> recently held in New Orleans. The two-day conference drew more than 20,000 of the most respected and creative individuals in the computer, graphic and technical fields.
Robert Berning discusses advertising and candidates
Berning Marketing & Productions President, Robert Berning, addressed the role of advertising in political campaigns during a recent seminar held at the University of New Orleans.
The seminar, titled "How to Win Your Election," was hosted by Stephen Sabludowsky, publisher of Bayoubuzz.com and geared toward politicos and those who drive political campaigns.
During a session entitled, "Advertising and the Candidate," Berning discussed with a group of more than 25 political junkies, pundits and vendors his belief in the power of the media - particularly broadcast television.
"I still believe the most dynamic media today is television," Berning said. "However, our company has had to pay more attention to the Internet. I think those seeking public offices in the future will soon find that a traditional campaign won't be the most effective way to win an election."
Other presenters and topics included Greg Buisson, "The Broadcast Market"; Ron Faucheux, "Framing the Message"; and Greg Rigamer, "The Number and Politics."
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