Saturday, January 31, 2009

The NEW Austerity

(Obama's shoes captured by Time photographer Callie Shell)

Last week, Obama critiqued Wall Street for keeping their engines lubricated with large year-end bonuses. The president wants to make sure that more transparency, accountability, and responsibility exist in corporate culture, before the next 350 billion of the economic stimulus plan is distributed. As the White House continually tries to illuminate hope on the current global recession, how will the NEW austerity affect 2009 and the years ahead?

In economics, austerity refers to when a "national government reduces its spending in order to pay back creditors." Today, the term seems applicable to the millions who struggle to keep up with mortgage and credit-card debt and consequentially resort to cutting back on retail purchases. Last year's photograph of Obama wearing seasoned shoes on the campaign trail reflects today's mindset of saving more and spending less (see image above).

Reward with Institutional Ownership
Warren Buffett became one of the world's richest men NOT by receiving large forms of annual financial compensation, but by receiving compensation in the form of Berkshire Hathaway stock. In fact, Buffett's annual salary was $50,000 for most of his career. Buffett made his fortune by working hard to improve the value of his company's stock for the long-term.

(Warren Buffett by Tiner)

If Wall Street still argues that year-end bonuses are necessary to maintain key performers, why not reward managers with company stock to motivate for the long-term? ...But require the employee to keep the stock for the long-term to help guarantee continual performance and pride in the organization.

This weekend, I visited one of my favorite restaurants. To attract more patrons, the restaurant reduced portions and pricing on the menu. It may sound like a step backward, but management learned that their clientele enjoy sharing leaner orders and find the menu priced within today's budget.

Results? The restaurant was completely booked and the chef was grinning from ear-to-apron. Smells like his innovative plan is cooking success.

As many retailers and small businesses struggle to survive in the current recession, the long-term performers will be the businesses that successfully implement new models to attract and maintain a loyal customer base.

The 2009 Mark P. Tiner Educational Foundation Scholarship

“The secret of education lies in respecting the pupil.”
-Ralph Waldo Emerson

Applications for The 2009 Mark P. Tiner Education Foundation Scholarship are now available online. The financial needs scholarship program is open to graduating high school seniors from any public high school in Orange County, CA. The application deadline is March 6, 2009.

The 2008 Mark P. Tiner Education Foundation Board Meeting

2008 Mark P. Tiner Education Foundation Financial Needs Recipient

2008 Mark P. Tiner Education Foundation Financial Needs Recipient

2008 "Big Tiny" Spirit Award Recipient

2008 Mark Tiner Memorial Recipient

Friday, January 30, 2009


(Island Hammock (C) Tiner)

Monday, January 26, 2009

Elegant Simplicity

"Simplicity is the ultimate sophistication. " - Leonardo DaVinci

Ever wonder what it would be like to spend an entire day in bed? Well, Oren Lavie's latest music video, Her Morning Elegance, creatively turns this curiosity into a reality. The music video uses simple still frame animation to narrate a surreal story about wonderment and self-discovery.

Her Morning Elegance illustrates that big budgets do not need to be spent on extravagant marketing campaigns in order to engage an audience. As poor economic conditions continually affect marketing budgets across various industries, don't think that you need to break the piggy bank to uniquely market your brand or product. Sometimes the most effective and engaging campaigns convey the highest caliber of "ultimate sophistication."

Thursday, January 22, 2009

Present Diffent

(Version 1 -Standard Graph Template)

(Version 2 -Aesthetic Version)

The two images tell the same story, but in different ways.

The first image uses a standard, out-of-the-box graph to show how the iPhone market is predicted to grow overtime. It is an easy and boring approach to quickly share a fact.

The second image tells the same fact, but in a creative way. Viewers can visually understand the trend without seeing a standard template.

When you are presenting your next BIG idea, make sure to present it a little differently. It will allow you to engage your viewers and show that you are really presenting the next BIG idea and not some out-of-the-box concept.

Tuesday, January 20, 2009

The Power of YOU

Today marks a historic moment in America's history.

From a marketing perspective, there are several successful examples to use for future campaigns. The 2008 presidential election showed marketers that large groups of people can successfully come together to share ideas, network, and donate through new media, including Facebook, Twitter and YouTube. Obama was the first presidential candidate to successfully leverage new media to connect ideas with the people.

While other candidates tried to implement similar new media marketing campaigns, Obama's charisma was the bridge that successfully connected his ideas with the mainstream. America embraced the power of hope and exponentially shared its passion for change throughout the world.

Monday, January 19, 2009

Deconstructive Marketing

Similar to artist Shepard Fairey posting Andre the Giant posters in public places, artists in Berlin are now posting stickers over luxury advertisements. The stickers expose the different Photoshop filters used by graphic designers to make the images visually stunning.

The idea of exposing the aesthetic enhancements is similar to the concept leveraged in Dove's "Evolution" commercial, which launched two years ago (see movie below).

As more marketing efforts, including underground and corporate campaigns, continue to deconstruct the creation of advertisements, will this concept continue to be an innovative strategy in the future?

Thanks to Wally for sharing the link to the Photoshop ads.

Sunday, January 18, 2009

The Power of Crowds

Charles Barkley may no longer be in T-Mobile's Fab 5, but everyone else is now included in the company's latest advertisement. Filmed in Englands's Liverpool Train Station, T-Mobile's commercial features people dancing to songs that span the last half of the twentieth-century.

(Verizon's "It's The Network" Campaign)

Similar to Verizon's "It's The Network" advertising campaign, T-mobile has strategically leveraged the power of crowds to illustrate the universal acceptance of its product. The underlying message is how mobile communication can connect anyone, no matter age, background, or status.

When you are creating your next marketing campaign think of ways to incorporate crowds. Images of large audiences with your product can convey that your brand or product is universally appreciated, accepted, and desired.


(Lauren Hayes by Tiner)

(Tim Burgess by Tiner)

Tuesday, January 13, 2009

5 Cool Websites for 2009

5) If you need a unique gift idea or want to stay up to date with the latest trends in art, fashion and music, then is the address for your mouse to click and chill out.

4) Need a quick breather from the workplace? Check out, a site that aggregates the top 20 viral for the day. It's a cool site to use to stay current on the evolving examples of social interactive video.

3) If you want to sample new songs or bring your iTunes library along without lugging your iPod, give a try. The website allows users to create free play lists of favorite songs and it's also a good way to legally sample and listen to full length tracks without spending a single cent.

2) This micro-blogging site continues to grow and receive free press. Most recently, Twitter was featured on the homepages of several networks after the president-elect's account was hacked last week. Rest assured, Twitter worked diligently to fix the security issue and continues to offer a unique communication experience.

1) In March 2007, when Jason Killar founded Hulu, a free content provider of premium television shows and movies, media critics thought the concept was "screwed" and would quickly fail. However, Hulu remains strong and continues to offer a premium selection of content to its monthly visitors. In fact, this year Hulu is on track to equal YouTube for total revenue of approximately $180 million, despite only have 6 million monthly visitors to YouTube's 83 million. ...Sometimes small is the next big and being David, instead of Goliath is in vogue.

Saturday, January 10, 2009

What's G?

As the cliche states, "if it's not broken, why fix it?" The perils of wisdom hold true for many aspects of life, but when it comes to uniquely marketing a product the cliche should be changed to "if it's not broken, maybe you should fix it anyway."

On New Years day, when revelers nursed hangovers and television viewers watched USC make an argument for a national championship in The Rose Bowl, Gatorade launched the "What's G" marketing campaign. For Gatorade, "G represents the heart, hustle and soul of athleticism and will become a badge of pride for anyone who sweats," according to a company statement.

Gatorade's new campaign was launched with a commercial featuring a voice over from Lil Wayne and appearances by several superstar athletes, including Kerri Walsh, Derek Jeter, Dwyane Wade, Bill Russell and Muhammad Ali. Mysteriously, the commercial did not feature the Gatorade product and only flashed a "G" letter at the end of the advertisement. Since the commercial did not feature the athletic beverage, it could have also worked as effectively as an advertisement for an athletic apparel company.

The Gatorade sports beverage is not broken, but the repositioning of the logo and product's mission statement illustrate how PepsiCo is working to fix its product line in a turbulent economy. In an unstable economy, when some athletes are trading down to generic, no label sports drinks or other alternatives, including water, to save money, Gatorade's rebranding is convincing consumers to at least consider the sports beverage that is enjoyed by athletes of all ages and walks of life.

As the economy remains unstable and consumers look to save money, how many more brands will reposition product lines and work to fix unbroken marketing campaigns this year?

Wednesday, January 7, 2009

Time Flies

Enjoy an interesting YouTube video created in Oslo, Norway that consolidates the past year into 40 seconds.

Tuesday, January 6, 2009

John Furrier

John Furrier, CEO of Broadband Developments, Inc. and a Web 2.0 expert writes a fun entry about my Faces series. I'm excited to be featured on his blog, which received over 290 thousand unique visitors last year.


For the past six months, I've subscribed to HARO (Help a Reporter Out), a free email list of journalists searching for credible new sources. Each workday HARO sends three emails with media queries for quotes from professionals in various fields, including marketing, business, and branding.

I first discovered HARO on Seth Godin's blog and was reluctant to join. At first, I was hesitant to add three more emails per day to my inbox. Nonetheless, I joined and have grown to enjoy the daily emails and behind-the-scenes look at future news stories. From Time Magazine to Brandweek, the quality of postings is impressive and enough to entice any busy professional to join.

HARO was created by Peter Shankman, a self-proclaimed CEO, entrepreneur, and adventurist. Shankman's list started as a Facebook group and changed to an email blast after the group grew to 1,200 members. Today, the HARO website boasts over 45,000 "sources" or members of the list.

Shankman's recent creation illustrates that there is still room for the online classified business to grow in a post-Web 2.0 environment. From social networking sites for artists to zapatistas, Web 2.0 encouraged the creation of several social networking sites that will all not remain in perpetuity. Entrepreneurs were eager to create the next MySpace or Facebook. As more social networking sites were created, entrepreneurs neglected other areas of the internet that were open for development, including online classifieds.

As the newspaper industry continually loses classifieds advertisements to online advertising, how many more niche focused classified websites will be created? Craigslist is the king of online classifieds and HARO has carved a flourishing niche. What will be the next?

Monday, January 5, 2009


(Annika Vohta by Tiner)

A New Model for Television Advertisements?

As more consumers integrate DVRs (Digital Video Recorders) into their television viewing habits and use a bundle of media services, how will the current television advertising model change?

DVRs allow consumers to record their favorite programs and fast forward through commercials.
  • In 2004, only 4% of US households used DVRs.
  • In 2006, 12% of US households used DVRs.
  • In 2008, 30% of US households used DVRs.
    (source: ZDNET Research)

The recent popularity of DVRs has encouraged an emphasis on product placement within television shows, because consumers are spending less time watching commercials. In fact, over 88% of DVR users usually skip through commercials when watching television programs. It's no coincidence to see an energy drink or new automobile featured in a television show. Although I don't know how much money the big three auto manufactures will spend on product placements this year.

Additionally, as more mainstream media companies provide bundle (cable, phone and internet) services to consumers, how will these services affect the future of television advertising?

Internet Advertising Model
When a consumer surfs the internet he or she is displayed advertisements that are relevant to a viewer's interest. For example, if I write about a recent mountain biking trip or photography exhibition on my Facebook profile, banner advertisements relating to extreme sports clubs or photography contests will probably be displayed on the page. The advertisements are reflective of my personal interests and I am more likely to click on them, because of the relevance.

The media provider (Facebook, Blogger, MySpace, etc) makes money by displaying the advertisements and the return-on-investment is justifiable for a company, because the clicks or results are measurable. The media provider can provide detailed reports of how many consumers click on a advertisement, which makes the CPC (cost per click) or CPA (cost per action) justifiable for the company's advertising investment. The company knows exactly how many consumers are viewing their product or service.

Will we see a change in the current television advertising model?

Although consumers like to think that their viewing habits on the internet are private, the information is recorded in the modem. Now, since more consumers are using bundled media packages to save money on cable services, what if the current model for television advertisements changes?

For example, a consumer's modem can send information to the service provider about the viewing preferences of a user. Similar to banner advertisements, the television can then display commercials that are more reflective to a viewer's interests. Although this strategy will not dissuade more consumers from using DVRs to watch television shows, it may encourage viewers to fast forward through less commercials and watch the commercials that are tailored to their preferences.

Sunday, January 4, 2009

Heineken Walks Into Creativity

Traditionally beer companies rely upon bikini clad hotties to promote products to the male audience. At the start of this millennium Budweiser won international praise by introducing the Wass Up marketing concept, which moved Budweiser's marketing beyond the traditional T & A approach. In fact, the Wass UP marketing campaign was so memorable that a political spoof of the campaign was released last year and named one of Time Magazine's Top Ten Campaign Moments of 2008.

Continuing the momentum of thinking beyond the bikini, Heineken recently launched the Walk in Fridge commercial. The advertisement opens a bottle of creativity that intoxicates viewers with humor.

When you are creating your next marketing promotion, consider making a satirical statement about a common household product or device. It may allow your brand to walk into the marketing results that it deserves.

Saturday, January 3, 2009

City of Newport Beach Commission

Newport Coast Community Center
6401 San Joaquin Hills Road
Newport Coast, CA 92657

Enjoy a few pictures from a recent commission for The City of Newport Beach. The works of art are on permanent display at The Newport Coast Community Center (6401 San Joaquin Hills Road, Newport Coast, CA 92657).

If you are in the area one day, feel free to stop by and view the art.

Thursday, January 1, 2009

January Desktop

(Lake Tahoe (C) Tiner)

"There are many paths to the top of the mountain,
but the view is always the same"
-Chinese Proverb

Happy New Year! I wish everyone the best as we commence 2009. Enjoy a black and white photograph of Lake Tahoe for January's complimentary desktop.

(Heavenly Mountain)