Monday, March 30, 2009

Super Seal Triathlon

Over the weekend, I competed in the 31st annual Super Seal Triathlon in Coronado, CA. Proceeds from the event benefited The Naval Special Warfare Foundation, NSWF, a non-profit (501c) organization established to honor all who have served in the sea commando services from WWII to today's SEAL Teams.

It was my first Olympic distance triathlon (1.5k swim, 40k bike, 10k run) and I finished second in my division.

Market Like a Rock Star

Not even in the same league as Heidi Klum, but just in time for March Madness, Guitar Hero's latest advertisement adds some humor to its popular commercial series.

Saturday, March 28, 2009

World of Red Bull

Rarely do television commercials captivate a viewer's attention. Face it, viewers live in a DVR'ed culture that wants programs delivered at micro-wave speed. In fact, Leichtman Research Group (LRG) concludes that 1/4 of all US households currently use a DVR and that number is expected to grow 1/2 of US households by 2011. Today's commercial zapping viewers have no time for "the man" and his speakerphone of commercial propaganda. ...What's a marketer to do?

Ingeniously, Red Bull has shifted its branding efforts into high gear and is delivering results with full throttle appeal. Red Bull's World of Red Bull, a series of 3 product awareness commercials, meets today's consumer in the middle ground. From surfing to dancing, the commercial series segments and appeals to Red Bull's primary target audience, adventurous males 18-24. The commercial's premium content highlights a cool lifestyle, while engaging diverse viewers in the brand. ...What 20-year old male will fast forward through footage of 20 ft+ Teahupoo or Evil Knievel-style aerobatics?

The next time you are brainstorming ideas for your brand's future advertising campaign, focus on creating premium content that segments the target audience. You may be surprised where your new marketing wiiings will take you.

Friday, March 27, 2009

The Rapping Flight Attendant

In an era where standing in long security lines and being herded around like cattle makes most airline passengers feel unappreciated, Southwest Airlines continually takes a fun approach to making customers enjoy the experience of flying. Yes, they don't have personal television screens or foldout seats to make the ride more enjoyable. However, Southwest continually tailors their customer service to make customers feel appreciated and engaged in the brand.

As conveyed in the The Rapping Flight Attendant movie, continually taking a fun, yet professional approach to business can engage consumers in a brand and make a brand's experience more enjoyable.

Wednesday, March 25, 2009

Samsung Extreme Sheep LED Art

Traditionally, commercials highlight the rational or emotional benefits associated with a product, company or brand. Ideally, the benefits are clearly articulated in 15 to 30 seconds to encourage consumers to purchase the promoted product or to increase loyalty in a brand. If a commercial is longer then 30 seconds, then a viewer will normally start to lose attention.

Recently, Samsung posted "Samsung Extreme Sheep LED Art," a two-minute video that creatively highlights the durability of the company's LED with the bucolic pastime of shepherding. Although the video is ten times longer then a traditional 15 second commercial, the commercial's unique combination of highlighting rational and emotional benefits engages a viewer and has virally generated over 3 million views for the film in less then a week.

When you create your next commercial or advertising campaign, consider creatively highlighting both rational and emotional benefits to push the imagination and give the consumer something worth sharing with their friends.

Thursday, March 19, 2009


Congratulations to my father, Peter Tiner, for his receiving a lifetime achievement award from The Laguna Beach Alliance for the Arts.’ My father has been an art educator for over 30 years and has helped several artists further their career through inspiration, aesthetic critique and motivation.

Click here to read more about the event.

Wednesday, March 18, 2009

Today in Art

"Every generation renews itself in its own way;
there's always a reaction against whatever is standard."
-Sol LeWitt

A bizarre and interesting video from Japanese artist Daito Manabe.

Thursday, March 12, 2009

Life In Technicolor ii

Enjoy Life In Technicolor ii, Coldplay's new music video that was released earlier this year. The music video repositions Life in Technicolor, an acoustical song Coldplay released last year, with lyrics.

The repositioning illustrates how creative content can continually be recycled to satiate the desires of a loyal consumer base.

Wednesday, March 11, 2009

Innovative Discounts

From offering buy one car, get another for a dollar to offering free travel companion tickets, various industries are offering innovate discounts to increase sales.

On a local level, I’ve enjoyed two strategies local restaurants are using to increase business. The first restaurant offers a 22% discount for all entrees to celebrate 22 years of loyal customers. At the second restaurant, the manager personally presents a 25% coupon off your next dinning experience.

Both strategies help build relationships for the long-term, because the emphasis is on the customer NOT on the discount.

Too frequently, companies and stores are eager to slash prices to increase promotions. Yes, a 50% discount can increase business in the short-term. However, what message is the deep discount saying to your customer for the long-term?

…That you are struggling to move inventory?

…Or worse, that you are possibly going out of business?

If your goal is to survive this recession and positively move forward, focus on creating campaigns that reward the customer.

Monday, March 2, 2009

San Diego

Enjoy some photographs from a recent sailing trip with my cousins.

(San Diego (C) Tiner)

(San Diego (C) Tiner)

(San Diego (C) Tiner)