Monthly Archive for December, 2008

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The Advantages of Personalized Advertising

If you’ve been paying attention to advertising lately, you’ve probably noticed that ads are getting a lot more personalized.  This is a good thing.  It means companies are spending some time thinking about their customers as individuals with specific perspectives and interests.

Seems like an obvious insight, right?  After all, I haven’t met anyone who prefers to be treated like a stereotype or a generic number that is very much like other generic numbers within a statistical collective.  Yet, there are still companies out there who try to sell you a product or service using Henry Ford’s old maxim:  “You can have it any color you like, as long as it’s black.”

Sometimes mass-production concerns limit variation, so it’s an understandable limitation, but it’s nice, and uncorporate, when companies give you choice.  Sure it may take more effort to produce choices that cater to an individual’s preferences, but it can lead to a stronger connection with the brand, and that’s rarely bad for sales. That’s why you can customize your Google homepage, buy an iPod or car that approximates your favorite color, and special-order your Dell machine to include just the components you want.

Efforts to custom-tailor advertising campaigns to the individual rather than to a broad demographic are relatively new, but the idea is slowly catching on.   Let’s look at three interesting examples:

AMERICAN EXPRESS

[youtube=http://www.youtube.com/watch?v=azFDDd2rDSk]

Ever since American Express started running their “My Life. My Card” campaign, I’ve been intrigued by the number of respectable celebrities who got involved.  Tina Fey, M. Night Shyamalan, Ellen DeGeneres, and Robert DeNiro are a few of the names who participated.  I’m sure American Express paid them all handsomely, but even so, high-profile figures are  generally concerned to some degree about the appearance of selling out.

How then did American Express land so many big names?  I’m guessing part of their success came from the freedom they gave their participants to express themselves.  In the above commercial notice how the people involved talk about their unique contributions to the world, their projects.  There’s no corporate, generic discussion about how American Express exceeds expectations or how  it puts customers first. Instead we get specific examples of interesting people sharing their passions with us in a personal way.

When I see that commercial, I don’t think, “hey look at all those sell outs.”   I see new sides of people I admire, and I’m left wondering what my special contribution  to this world might be and how American Express could help me share it.    Not a bad message to convey, yes?  I don’t know about you, but the message’s appeal to me is a big reason why I have an American Express card.

EPSON

[youtube=http://www.youtube.com/watch?v=85HYsFPhGVk]

Most of us with computers use printers to get important things done, but how often do you hear someone begging for geek cred by bragging on his printer instead of his cell phone, or stereo system, or game console?  Not often I think.   I definitely don’t lose sleep waiting for tech specs on the season’s upcoming printers.  Epson understands this.  That’s probably why they came up with epsonalities.

If you go to their site at epsonality.com you can go through several tests to find out which printer is exactly right for your personality.   You don’t get thrown into a broad group based on your age, sex, or occupation, because, after all, you are an individual, and your needs and wants are different by definition from  those of others,  perhaps a little or perhaps a lot. Why shouldn’t that also be true about the printer you use?

The print ads and tv spots used to promote the epsonality site, like the one above, emphasize the particular ways that particular people want to use printers.    Specific examples in the advertising help us imagine how we might use an Epson for our own specific purposes.  And when you think about it like that, it does make printers seem more fun, almost like a beloved cell phone.

ADIDAS

[youtube=http://www.youtube.com/watch?v=zXjOZE9R4BQ]

Adidas has run a series of Impossible is Nothing ads that feature more famous people talking about their struggles.  Those are interesting enough for their emphasis on the individual and his specific struggles in achieving success.  The ads don’t generalize about how Adidas helps you win just like (fill in name of famous athlete here).   They look at the particulars and inspire us in the process.

But, what really strikes me about the commercial above is that it celebrates a team that doesn’t achieve undisputed success. To most observers, the featured Saint Margarets team isn’t a triumphant one, but to the team itself that one goal they scored is a colossal victory. 

It’s such a great, uncorporate thing that Adidas is willing to rejoice even with a team that loses the game but still achieves something unprecedented. We can’t all win the big games, but we can all aim to do our very best as we play with our own unique skills and perspectives, and Adidas salutes us for that.  That’s a pretty compelling reason to buy Adidas stuff, don’t you think?

Remember these ads when dealing with friends and employees and clients.  No one wants to be treated like just another number, but treating someone like an individual takes time and effort.  It means taking an interest in someone, not for the sake of getting the sale but for the sake of a appreciating a fellow human being created in the image of God, just like you and me. It means taking the time to understand what motivates, intrigues, and repulses a person and spending more time adapting a specific approach to him or her.

You do it, to some extent, when you’re trying to sell to someone, so why not do it for the rest of the people in your life?  It is, after all, your chance and mine to make the world just a little less corporate.

Norman Mailer: A Theologian for Those Who Dislike Theologians

Religion is often a corporate experience, and that frustrates and saddens me.  Sometimes it even leads me to vice.  I take responsibility for my choices, but bad religion has been, on more than one occasion, a toxic influence that tipped the scales.  

Soon, I want to write about what makes religion corporate, but that’s a tough topic to tackle.  If I don’t articulate ideas in a thoughtful and nuanced but principled way, I could do more damage than good, and I don’t want that.  To warm up for that discussion, I’ll tiptoe into the topic by looking at specific religious-minded people and things that aren’t corporate in the next few weeks.  Today we’re talking about Norman Mailer.  

Here’s a quick background for Norman Mailer, in case you aren’t familiar with him:  Along with writers like Tom Wolfe, Joan Didion and Truman Capote, he gets credit for developing the New Journalism style, a style that smiles at story-driven techniques in nonfiction work.   For his 1979 novel, The Executioner’s Song, Mr. Mailer won a Pulitzer Prize.  That’s not why I find him interesting, but I wanted to establish his respect within literary circles before looking at his theology.  

401px-keppler-conkling-mephistopheles

I had heard of Norman Mailer in college, but I didn’t go through an entire book of his until this interview that he did with Entertainment Weekly (found here).  The interview led me to pick up The Castle in the Forest, a book about the demons who had been assigned to oversee and corrupt Adolph Hitler when he was a child.  Suprisingly enough for a modern novel, it’s a book that takes seriously the idea that angels and demons fight for influence over our personal lives  and our collective histories.  Think C.S. Lewis’ The Screwtape Letters with more sex told in context of one history’s greatest villains.  

When C.S. Lewis writes about supernatural forces battling for a soul, he can count on the support of his faith-based audiences.  (I say that as someone who considers C.S. Lewis to be an excellent, under-rated writer who has had a great influence on my life.)  But, when Norman Mailer does it, he is earnestly embracing an idea that his fellow literary contemporaries would mock with condescending sophistication.  Doing that takes courage and cojones, and that gets my attention.    

In fact, I was so intrigued by the theology and the philosophy found in The Castle in the Forest that I picked up Mailer’s book On God: An Uncommon Conversation to learn more about his religious thoughts.    While some of his other books have religious themes, this is the first one that is  entirely focused on thoughts about God.   I don’t even agree with all of the ideas in it.  So why mention him here?  Because, believers and unbelievers both need people like Norman Mailer to bridge the gap between the secular and the spiritual camps.  

On God has very few quotes or summaries from other theologians or thinkers, and Mr. Mailer begins the book by admitting his limited formal training in theology.   Those are both good, uncorporate things.   I’ve read too many books that have countless citations but no original thoughts.  That happens, I suspect, when the author places more value on what other people think than on what he can discover and observe for himself.

A variation of this is the absurd notion that formal education alone determines someone’s competency in a subject.  I’ve met a good number of talented artists, craftsmen, and thinkers who were self-taught, and I’ve known a few exceptionally incompetent people who were formally educated.  Sometimes formal education can enlighten and illuminate matters, but other times it merely corrupts and clones carbon-copies of the teacher overlords.  Why do you think so many theologians, scientists, or English professors share nearly identical opinions about almost everything?   

There’s no formulaic rehashing of well-known theologies in Mr. Mailer’s book. Instead he weaves all of his experiences together into an imaginative theological quilt that doesn’t whitewash the evil that men can do, nor does it hide doubts.  

Plastic, a tool of the Devil meant to turn our attentions away from solid, lasting things and toward a disposable mentality according to Mr. Mailer, makes its way into his theology.  So does bureaucracy: it can tie up the resources of heaven, giving the Devil a temporary advantage.  So too does the Enlightenment: a time that Mr. Mailer praises for the scientific advancements but condemns for the way it anointed reason the supreme king of our time.  

 

<i>An Experiment on a Bird in the Air Pump </i> by Joseph Wright

An Experiment on a Bird in the Air Pump by Joseph Wright

 

Norman Mailer may be accused of many things, but I can’t imagine any sensible person would accuse him of having a faith that is fragmented and inconsistent with his life and his work.  People who do not bring all of themselves into the things they advocate tend to produce corporate results.  It’s what happens when a salesperson tries to sell you on something that he doesn’t value.  It’s why the work of an uncommitted dilettante artist is rarely compelling.  It’s not what Norman Mailer or any good writer does.    

When a religious leader advocates a principle that doesn’t mesh with how he lives his life, then corporate religion results.  That’s not the same thing as advocating an ideal that you yourself struggle to meet if the struggle to live up to an ideal is part of your theology.  Norman Mailer is no saint: he stabbed his second wife with a pen, perhaps with an intent to kill.  But in his theology he sees souls as an ever-shifting mix of good and evil, a percentage that can change based on the things we do, so his own life fits into that scheme.

In Mailer’s theology, there is something good even in a mostly vile soul, and there is a sliver of corruption and darkness even in a saint.  This kind of nuanced perception of things is more precise, but it involves extra effort to individualize, and that’s not something corporate people do.  

One of the boldest ideas in the book is Mr. Mailer’s claim that God is not all powerful or all good and that the ultimate triumph of good over evil is not a guaranteed thing.  How else to explain a Holocaust, he argues.  I disagree with that conclusion.  In my way of seeing things, the ability to love is possible only with an ability to choose what and who to love, and that love is such a defining quality of God and of goodness in general that God would cease to be fully good if He deprived us of our ability to make choices or to face the consequences of those choices.  

Still, I admire the sense of mystery that Norman Mailer promotes.  He doesn’t claim to have all the answers.  That’s what corporate people do.  Instead he encourages us to do our best moment by moment, listening to our hearts and to God’s promptings about the good we should do in the moment.  That’s advice I can wholeheartedly embrace, even though I don’t agree with everything he says.  Likewise, I don’t expect you to agree with everything I have to say.  Just listen to heart about the things that are true and the things that aren’t.  If you really want to know, you’ll know what’s right for the moment at hand, but be careful because it may not be what you want to hear.  

I can’t be entirely sure about this, of course, but I suspect that in the grand scheme of things, it’s much more important to do what’s right and good in the moment than to get the theology exactly right while ignoring the dictates of the moment.  How about you?  

Thanks for reading and God bless.