What I’m thinking about today:
I’m sorry, the ‘I’m sorry’ interview is getting stale
The best movie trailer of the year (no, really, it is)
1. Break out the soft lighting…we have ourselves an apology a-coming! Did you see Richie Incognito’s kind of, sort of apology? He did an interview with Jay Glazer on Fox Sports – you can now see the whole interview here – and gave his side of the story, which included regret for using racist language.
But before we get into any of that…how about that hotel room they were in? Crown molding. Full length windows. A lot of natural light. Warm colors. And Incognito himself? No way this guy is even close to who we think he is. The tattoos were covered – because, you know, tattoos mean you’re crazy – and he was very toned down. Heck, if he could he’d give Jonathan Martin a big hug. That’s just Incognito being Incognito. Love that guy.
As someone who has a lot of interest in watching the ‘apology tours’ unfold I am beginning to wonder if interviews like this have lost any ability to do any good. For me, I would have rather seen Incognito being interviewed over a beer, sleeveless shirt and hat backwards. I would rather Incognito tell the truth – tell us how you were doing to Martin what you’ve only done to every other rookie teammate before him. And it finally caught up with him. Don’t talk about this being an isolated incident. Don’t act like you’ve never done anything that crossed the line. And don’t act like the Dolphins front office didn’t know.
One of the most tried and true rules of crisis – tell the truth. And if you need to apologize as part of that, do it. And do it as quickly as possible. But about that whole ‘tell the truth’ thing – it’s not just what you say. It’s about your personal appearance, your demeanor, tone; if these things don’t match what you’re saying people are going to see right through what you’re actually trying to say.
Trying to dress up the problem never works.
Speaking of the NFL – this week’s rankings:
2. Coolest movie ever on its way? Hell, I don’t even know if the Wolf of Wall Street is going to be the coolest Scorcese movie ever made but the trailer is pretty damn good. Don’t believe me? Watch it. Still don’t believe me? Well, you don’t have to – it just won an award for best trailer of the year. And judging by that trailer that just won that award, this is going to be good.
In my fantasies, where I have time to go see movies in the theaters, I am loving the winter movies coming out, led by Wolf of Wall Street and American Hustle (which is my favorite trailer of the year).
3. Twitter conquest! Ever wonder why when you search for a product online you see several competing ads over the next few days?
It’s called “conquesting” and has long been an e-commerce practice where marketers buy ads targeted at consumers searching for other brands’ products.
Now that practice has spread to Twitter where brands are keeping an eye on your tweets, specifically those where you’re complaining about the competition so they can swoop in and save the day.
A great example, featured in this article, is from last year when Walmart employed this to pick-off disgruntled Best Buy shoppers. Some may read this and think ‘hey, that’s not fair…’ Well, actually, it is. Social listening combined with a strong content marketing strategy are allowing brands to target potential customers in real-time. Of course companies can also buy ads on Twitter which will most definitely put you right in front of customers searching for specific brand or product names.
This is another great example why companies should be thinking about Twitter differently than they ever have. As I’ve talked about here many times – consumers are going to be having the conversation regardless of what brands do. We’ve all been there – annoyed by a long line, slow service, poor selection – and we’ve all taken to one of our social channels to share it. Given this and the fact that these complaints (opportunities) can be tracked better than ever, the more likely question is why wouldn’t a company do this?