In an Adage article by Patrick Sarkissian, he makes the claim that metrics are indeed killing creativity. His point is really about using metrics to make creative decisions exclusively. Metrics have always been in advertising and I suspect have driven the decisions of many clients that are too afraid to take risks in general. Metrics and measurement are always important, but so is the ability to take a chance with a creative campaign that may not have all the numbers and metrics to back it up. ROI and reduced risk for business is always an important thing to consider for campaigns, but so is taking a risk. Not taking risks will get you slow and steady returns with little ,to no loss there is no question. Risks can pay off huge when the creative resonates with the audience and in the end makes for a remarkable campaign that elevates your brand or product to new levels. 

 

Measurement is essential but the human spirit quite often surprises. During the Olympics crowds of hundreds, and sometimes thousands, would spontaneously breakout into the national anthem when they were finished quite often the crowd would do it all over again. I noticed that the anthem was notably missing from most ad campaigns during the Olympics. I am not sure if it was metrics or not but if there had been an anthematic ad campaign it would have resonated without a doubt. My point is that humans are not always predictable and great creativity connects in ways that metrics cannot always predict.

 

Metrics are important sure, but should they drive all creative choices for your campaign? Sure if slow steady returns are what you are looking for. If you want the potential of a "knock it out of the park" campaign you are going to have to take some "calculated" risks to make that happen. 

Last month I had the pleasure of sitting on a "Social Media for Business" panel discussion with Louise Clements, the Director of Sales for Facebook Canada. She shared with me some of the latest data on Canadian Facebook users that I would like to pass on. The most staggering figure that I was presented with was that "16 million Canadians spend no less than 1 hour a day on Facebook". Wow Canada has a population 33,212,696~ [stats Canada July 2008]. That's an amazing 48.48% of Canadians in total. This is why they have been working on making fan pages more useful to business and brands. With that level of Canadians engaged daily on Facebook having a fanpage for your brand is more important than ever.

 

I am just going to post the statistics and will provide some analysis later this week.

• 54% Female
• 46% Male
• Each has an average of 220 friends
  
• They make up 12% of the Facebook population.
• They represent 80% of all online 12 - 17 year olds†

How are they using Facebook?

• 77% use it more than email
• 44% use it more than cell phones
• 40% use it more than any other communication tool
  

13-17 year old Facebook behavior (in the past week):

• 57% add/use an application
• 41% become a fan of a page
• 62% upload/view/share a photo
• 39% RSVP to an event
• 47% share/post/watch a video
• 58% read their news feed
• 13% send a gift [that surprised me!]
  

• 48% Female
• 52% Male
• Each has an average of 247 friends
  
• They make up 29% of the Facebook population.
• They represent 93.8% of all online 18 - 24 year olds†

• 82% use it more than email
• 43% use it more than cell phones
• 45% use it more than any other communication tool

• 52% add/use an application
• 33% become a fan of a page
• 63% upload/view/share a photo
• 56% RSVP to an event
• 47%share/post/watch a video
• 67% read their news feed
• 20% send a gift

†Statistics are  from Comscore July 2009

I had the pleasure of being able to participate in Wolf Blass' 75th birthday celebration last Monday at the Hotel Vancouver. I had intended to write about it on my personal blog but after hearing Wolf speak about his early days of guerilla marketing, I realized the story belonged here instead.

II was not sure what to expect for this around-the-world birthday celebration, which was part PR for Wolf Blass Winery, and part lead-up to the launch of Blass' new book. We tasted wine and ate appetizers for nearly an hour before he and his travelling partner George Samios, from Fosters Wine Estates, hit the stage. In a thick Aussie accent, George introduced him as "Wolfy," and I quickly understood that this was a man who liked to have fun, make great wine, and knew how to sell it in every way.

Born and trained in winemaking and viticulture in what was then East Germany in 1934, Blass immigrated to Australia's Barossa Valley in 1960 with only 100 pounds in his pocket. There, he worked as a sparkling wines manager for Kaiser Stuhl Co-operative. Initially, he had wanted to go to Venezuela because of what he referred to with a wink as more "Cha, cha, cha," but there was a civil war on, so he shifted plans and wound up in Australia. I suspect that things may have been very different in the wine industry had Blass made it to his original destination. After 10 or so years as a technical advisor to many different wineries, he decided to make his own wine, and in 1973 created Wolf Blass Wines International. Wolf said the atmosphere for drinking and understanding wine in Australia was rather rudimentary-after all, this was beer country; thus, wine would have to be positioned and marketed very differently.

First, Blass identified a target group whom he could most easily persuade to drink wine. Wolf recognized that Australian women were typically not included in social drinking, and decided that "bubbly" would convince them otherwise. He then looked around at what was popular at the time, and as he put it, "Australians are mad gamblers and they love their racing and football." He noticed these popular sports featured a bold colour aesthetic on jerseys worn by the athletes. One very popular football team had a bright yellow jersey he particularly favoured, and believed yellow was a colour that the target audience would relate to. So, his now world-famous first line of wines was named Yellow Label and as he stated, "It just took off, and from then on it was going to be colours and not varietals." Inspired by Johnny Walker whiskey and its coloured label approach, Blass' colour choice for the second label in his line was adapted to green for the product's launch in Ireland. Blass' colour-coded system was easy for people to remember, as they could ask for it by Yellow Label first, and varietal second. The system has been so successful, in fact, it is now being used by the French for Cognacs and Bordeaux wines. Hell, the Scottish are even using it for the selling of fine whiskey!

When Blass started, there was very little money for advertising and he needed to think about how to maximize his limited funds. Back then, the football fields were not ringed with end-to-end billboards as they are today. When football matches were being televised, there was only one camera filming the games. Wolf would hand-paint advertisements on bed sheets, and hang them over the fence at the far end of the field. He worked out a side deal with the camera man to exchange a bottle of wine for each frame-up on the branded sheet. Quite often as the action was happening at the other end of the field, the camera would be fixed on Blass' banner, to the puzzlement of viewers. Those were the early days of guerilla marketing; Guy Kawasaki would be proud.

Wolf stated his belief that opportunities start with a conversation, and that is why his conversation is now personally taking him on a worldwide speaking tour to talk with brand loyalists and fans of Wolf Blass Wines. His discussion of the role of technology in the way people and brands are now connecting made me think of the new wine conversationalist from Wine Library TV, Gary Vaynerchuk, Although Gary doesn't make wine, he talks about it passionately and has similarly broken down barriers to entry. Through social media and modern guerilla marketing techniques, he is marketing wine in ways that resonate with real people. It's interesting to see what is old become new again.

From clear and easy to remember packaging systems, to low-fi guerilla tactics involving homemade bed sheets and cases of wine for cameramen, Wolf Blass has made a huge impact on how the world thinks about wine. Not only did he become a master vintner, but unlike so many artists, he knew how to sell it to people that didn't even know they wanted it.

I will be joined by top Vancouver social media experts Shane Gibson and Dr. Raul Pacheco-Vega for practical advice on expanding your network and increasing sales through social media marketing. The night will consist of networking, presentations and the three panelists answering questions from both the moderator and the audience.
 
Won't you join us the evening of Monday April 13th at the Harrison Gallery. Where we will answer the question. "How can you get social media working for your business?"

 
More information and tickets here>>