Tuesday, December 28, 2010

Look, Our New Gold Line Website Is On Track

Pasadena Advertising Marketing & Design has created a new content managed website for Foothill Extension Authority.
Foothillextension.org homepage
After a month of testing, The new foothillextension.org website designed by Pasadena Advertising Marketing and Design (AMD), has gone live to answer visitor's questions and point out directions simply, directly and immediately.
The Foothill Extension Construction Authority is building an extension to the Gold Line light rail that is planned to connect downtown Los Angeles to the San Gabriel Valley foothill cities, eventually extending all the way to Ontario Airport. From the website’s compelling and easy-to-navigate front page, this new design lays out the planned rail route as well as the points of interest near every city’s station along the way.
“The excitement in the Foothill Cities is growing daily, and we wanted to create a site that would justify that excitement with a graphic, interactive representation of the promise of what is to come,” explains Pasadena AMD President Suzanne Marks. “We felt is was important to capture the full spirit of the project,” adds her partner Tony Nino, “not just to help our neighbors understand the construction schedule but also to visualize the full potential of a light rail line connection to a major airport.”
Construction phase pages connect to city/station designs and nearby attractions.

“The design concept,” according to Creative Director David Ensz, “was to frame the interactive elements of the site in the graphic tradition of Plein Air artistry in the style of classic orange crate art for which the region was known.” The challenge of programming designer Luke Gschwend was daunting, “I had to create a content management system which made navigation easy and intuitive for the site visitors, yet simple to understand and update for the in-house Foothill Extension personnel."
The final site, at http://www.foothillextension.org accomplishes all of the goals beautifully. Almost all of the information visitors could want is no more than two clicks away from the home page, and for more immediate results, a search feature is available from every page.

Thursday, December 2, 2010

To look for work – and look for workers – Be Social!

[A transcript of Suzanne Marks' presentation to the San Gabriel Valley Economic Outlook Conference]

Most businesses today have spent a good deal time and money branding their businesses. The have done it in their advertising, in their corporate communications, and in their corporate culture. The most successful companies created brands have made corporate image personal and attractive to consumers, investors and prospective employees.
That same branding ethic now extends to social marketing as an avenue for your company to recruit the best new hires.  In fact, some businesses have reinforced their brand’s appeal to prospective employees by creating whole new sections of their websites, or entirely separate websites, exclusively to promote the quality of their working environment. Social media components such as Facebook, Myspace, LinkedIn and Twitter are also crucial pieces of marketing for recruits. It is an increasingly important way to search for new applicants. Companies that used to spend thousands on recruitment, can now run ads on Craigslist, Facebook and MySpace, and then lead their prospective employees to those ads by using Twitter.
Social Media is also a way for employers to more closely examine and applicants, especially those who may have revealed more about their personal lives than they should have. Employers can use that information to their benefit, however there may be downsides to that which you have to consider before using it indiscriminately to make hiring decisions. At first glance, Facebook, LinkedIn and MySpace (the top sites being screened) do appear to be a gold mine of personal applicant information. In fact, according to a recent CareerBuilder.com report, the number of companies using social networking Web sites to screen potential employees has doubled in the last year, and what they have found has killed the hire for more than a third of candidates. Currenty 1 in 5 hiring managers conduct background checks by using social media, primarily FaceBook.
Conversely, more and more network-savvy applicants have begun to use social media, blogs, and personal websites strategically to give them an advantage over other candidates.  They are branding themselves the same way companies do. They position themselves not only as someone best fit for the job, but who is also eager to work for  your company.  And the best and brightest talent also uses the Internet to review their prospective new employers with a critical eye. What does this mean for your company?
First of all, Make sure your web site makes your company attractive to new hires. This encompasses everything from: the user friendliness of your site, the quality of your products or services, your customer relations, how you do business, in other words, your brand. However, this also should include information about your internal culture, training, your hiring philosophy, benefits, and the advantages of your location.
Reinforce that with a well-maintained presence on LinkedIn, FaceBook, and Twitter that drives people to your Web site. Some new talent may think your company is old and stodgy if you don't have a presence on these social networking sites, or they just won’t notice you at all. This is especially for people in their 20s who have grown up thinking that the Internet and social media have always existed.
Develop a social media strategy to entice quality talent and to screen applicants. Be patient and stick with it. Online marketing and recruiting takes time and constant attention to see results. However, if you can position your company in your target audience’s top-of-mind awareness, you will be miles ahead of your competition in finding the highest-quality talent. It will ensure that your business will thrive well into the future.
However, as with any tool, you have to be careful how you use it. Unlike traditional hiring tools such as team interviews, calling past employers, and background checks, social networking sites exist in a legal limbo of privacy concerns. Stories from recruiters show why these sites are so enticing.
It is all to easy to search for the candidate by name and refine the search by adding the terms: Facebook, LinkedIn or MySpace and there’s no telling what you might see. Depending on their privacy settings, the quality of information available on a social network site varies. But you don’t have to stop there; you can also search blog search engines, such as www.google.com/blogsearch and business sites such as Zoominfo.
One recruiter related how she had found “The Ideal Candidate” for her firm. But when, she ran the applicant’s phone number on a search engine, up popped some explicit ads for adult services she was apparently involved in. Uh oh. In another instance an intern being considered for a permanent position had demonized his firm, his boss and his coworkers in considerable detail and by name. Obviously neither of these Rhodes Scholars was “ideal” for any position these companies wanted to fill.
As valuable as this information can be, make certain you don’t rely exclusively on such sites for your information. At this point in the evolution of e-law, there are no published cases yet on point. Lawsuits take time to work their way through the courts. However, it is all but certain that some day an employer will land in court being sued on allegations of discrimination or a violation of privacy for making use of a social networking site in the hiring process.
The conventional wisdom, is that anything online is fair game because any reasonable person must understand that the whole world has access to the internet. However, younger workers, and their lawyers, may well regard invading their social network sites in the same way older worker may regard someone who crashes a private wedding party uninvited, a act that violates privacy.
That said, when used carefully, in addition to the tried-and-true traditional hiring tools – interviews, calling past employers, and background checks, social network sites can offer valuable information. Just use common sense. The bottom line is Social Media is simply being social thru new media, over the internet and mobile networks.
People are sharing their stories and experience with friends near and far. Likes and dislikes are also getting shared and businesses are just beginning to capitalize on that. There are many ways for employers, job seekers and business to use social media for their own purposes.
On a personal note, recently we were invited in to pitch a large retail company.  I was told who was going to be in that meeting and immediately started my social media search.  I found out where they lived, worked, went to school past employment etc.  I contacted people on Linked In that were in both of our networks to put in a good word for us.  I tailored our presentation to the people in that room.

Monday, November 22, 2010

Advertising Myopia Oopsia


When I decided to write about what I call myopia in advertising and marketing, I was pretty cocky. I've been harping about this for years, and for good reason: Business owners are often so consumed with what they think their company is all about, that they neglect to question what their customer thinks. It is so common a problem, that I spend the majority of my marketing briefs describing how customer perceptions differ from those of business owners and operators. And how to capitalize on those customer's expectations.
Whereas a business might be incredibly proud of the accuracy of their wrist-mounted, certified-quartz banded chronometer, their customers don't care unless they are told why they should.  In fact customers won't be interested in the least if they don't first know that the product in question is a watch. They have to understand what the product or service means to them personally before you can tell them that it's better than all the others. Or that it is worth paying more for. It is the classic case of “What have you done for me.”
But since I'd been dealing with this issue since I first began in advertising, more than 25 years ago, I thought I'd check to see if anyone else had ever noticed this phenomenon. And (BLAST YOU GOOGLE), it turns out somebody else had.  A certain Theodore Levitt had written a paper on what he called "Marketing myopia" some 50 years ago. According to Wikipeda, "This paper was first published in 1960 in the Harvard Business Review; a journal of which he was an editor." So, I guess, I was not all that original after all.
Can you plagiarize before reading your source material... apparently...

Now, in my defense, I was not doing advertising in the 1960's. No character at Sterling Cooper Draper Pryce was based on me, not even one of Don Draper's kids. In fact, little Sally Draper was proficient at mixing drinks long before I ever could. I’ll bet, other than occasionally being kookoo for Cocoa Puffs, I was completely oblivious to advertising.
I encountered myopia in advertising and marketing quite independently when I came across clients blithely ignoring their customers, because, I supposed at the time, customers were too ignorant to matter. I came to realize later that it was simple pride. Pride of ownership. Pride of authorship. Pride of invention, development, execution and superiority, all of which are attributes worth being proud of.  Just not to the exclusion of profits. Even the most ignorant customers have money.
So, thank you Mr. Levitt for validating my observations, um… before I was able to observe them. I guess (blushing) this would be a great time for me to finally read your paper.

Wednesday, October 27, 2010

Out of the Mouths of Ghouls

Frightfully Good Times Take Time & Talent

While I was working on yesterday’s blog about Old Pasadena’s Halloween celebration, I happened to run across a volunteer from the Old Town Haunt, which has been a tradition of Halloween for years. I love giving people credit for what they do, and certainly the staff at Old Pasadena Management District play a huge role in the success of our district. But so do the merchants, and the guides, and the police, and our loyal customers. However, when I spoke to this volunteer, I remembered that one of the most essential elements in the success of Old Pasadena over the years has been its volunteers.

Volunteers sit on the board. They sit on our committees. They appear before city council. They take time out of their days, away from their businesses, to help improve the quality of life in Old Pasadena. Obviously, they don’t do it for the money, so why? Certainly donating their time is an investment in the success of the district, so you could call that self serving and all, but why do retirees volunteer their time? And teenagers? The answer is certainly more complex than any kind of profit motive, no matter how far removed. But allow me to introduce you to a young lady who began to volunteer her time to the Halloween Haunt three years ago, when she was only fourteen.
 Ghoul-age zombies. Why do they do it?

"I was first introduced to the Old Town Haunt in Old Town Pasadena by a close friend named Micheal when I was 14 years old. He had already been a volunteer for several years himself. I am currently 17, and have committed myself to volunteering at the Haunt for the past three years. I don't plan on leaving this anytime soon.
I am thrilled whenever the month of September rolls in, because that is when we all get together with Ron Rogge (Owner) and Mark (Ron's Partner) and begin to set up the Haunt.  We change it up every year, and we all work together on such things as repainting certain areas. It is such an adrenaline rush as every September day goes by, because we all know that October is just around the corner. We can't wait to scare the people who walk through and feel the excitement that comes with it.
I have tons of fun at the Old Town Haunt for various reasons, the first is that I have made some close friends there. In fact, most of the people there have known each other for years. Then of course, after we are done scaring, we are taken to either eat at Bella's Pizza, or at Barney's Beanery. Finally, we love the excitement and fear that we put into the people who come down.  We love the screams. What could be more beautiful than a whole month spent at a haunted house where every square inch is stuffed with props and people ready to inject a little fright and feat into these people's experience.
When I first started here, I didn't have many friends at all, but once I started volunteering, I scared up a whole bunch of friends and I became a more social person. I gained a lot more self esteem which was another great benefit of being in an atmosphere filled with young people who just wanted to have fun.
If the Old Town Haunt ever disappeared for whatever reason, we would all be devastated! Nothing could compare to lying in wait, ready to pounce and scare up a terrified screech. Adrenaline just rushes through our bodies because we know these people are about to scream their heads off.
We are all thankful to Ron and Mark, because they put in a lot of hard work into the Haunt, and they have shared this experience with me, and with all of us. October Old Town Haunt is a labor of love that they work practically every day of the year to make a success. I am so grateful that they have allowed me to be a part of it."
– Sandy, the eloquent Ghoul
Not for the faint of heart, but for the rest of us...  =)

From the Old Town Haunt to the Tournament of Roses. From the Old Pasadena Management District, to the Playhouse and South Lake districts, the unique character of the City of Pasadena rests in large part on the generosity and dedication of its volunteers. It starts early and lasts a lifetime. I am proud to be even a small part of this community, and prouder still of the youth already donating their time and talents to keep up the tradition.
Happy Halloween everyone, and
BOO!


Tuesday, October 26, 2010

Can Old Pasadena Handle Halloween? And Howl!

Yes, this year Old Pasadena is not just out to celebrate Halloween, but to make this year’s Halloween celebration the best ever. For kids of course, that’s a simple task indeed. It’s one of the highest of the high holy days in kid-dom: The day of candyCandyCANDYCANDY CANDY! But for parents, especially in this economy, it can be a bit of a trial. Especially this year when Halloween falls on a weekend. How do you handle keeping the kids entertained, for two days, on a budget? That’s where Old Pasadena comes in. First create an event that makes both days really special, then let everyone know about it – with an advertising budget that is tiny at best.
Old Pasadena Home Page featuring the Halloween Celebration
First, and most important, to make any event work you have to make it special.

Kershona Mayo, our Director of Event Marketing & Production, worked hard to organize a district wide, Halloween celebration filled with treats on both Saturday and Sunday. And it’s Free! The focus is on fun and safe, with the emphasis on fun, encompassing activities throughout Old Pasadena.

On Saturday, October 30, Old Pasadena takes over Central Park, 260 S. Raymond Avenue. There’ll be Free caramel apples for the first 200 people to arrive, then a pumpkin hunt (little pumpkins filled with candy) from 1:00-2:00 pm, and from 1:00-5:00– There’s a Halloween moon bounce accompanied by live “ghoulish” music. At the Armory Center for the Arts, just a few blocks north, they’re holding a Halloween crafts center from 1:00-5:00 pm complete with a scary animal-and-bug show and tell.
The Old Town Haunt joins in the fun with a little kid-friendly tour.
On Sunday, October 31, Old Pasadena partners with One Colorado for free store-to-store trick-or-treating along with a special Meet-and-Greet with favorite Halloween characters from 4:00-9:00 pm.  There will be free haunted photos of the kids and free screenings of Halloween cartoons in the Courtyard from 5:00-9:00. And to make even the littlest kids feel big, there will be a special youngster-friendly tour of the popular Old Town Haunt, with all the lights on and no scary screaming from12:00-4:00pm.
Pretty impressive, huh? But now that the event is in place, how do you promote it?

First of all, it’s newsworthy. So Kershona, even with limited print and absolutely no broadcast budget whatsoever, can generate millions of dollars in free airtime on TV and radio. She also fully exploits an array of social network sites from Twitter and Facebook to Yelp to generate buzz. Partnerships with our local Pasadena City College radio station KPCC, an NPR affiliate, further magnify the reach to parents.
Every participating merchant received a poster and matching postcards to hand out to customers.
Add to that select local newspaper advertising, posters all over town and free postcards for our merchants to hand out, and you have a powerful campaign indeed. Reinforcing that effort is the OPMD website. Janet Schwartz, OMPD’s Director of PR & Destination Marketing, has put not only the Old Pasadena website to work, she follows up with regular email blasts to merchants, visitors and friends of Old Pasadena. Last year, the Halloween celebration marketing effort resulted in an additional 2000 page views in the days leading up to the event.

So that’s the secret. A great event. Enthusiastic social marketing promotion. Partnerships with merchants and media outlets. And an audience of parents hungry for fun, free and safe entertainment, and of course, kids just hungry for candyCandyCANDYCANDY CANDY!

Happy Halloween everyone.

Saturday, October 16, 2010

Never use Translations in Your Advertising

And, on the other hand, ALWAYS translate your advertising.
Lemme splain.
The most effective kind of communication is idiomatic. Hence, the most effective advertising is idiomatic. Idioms are the connections that link a culture together, and they don't translate between cultures well. If you have a message that works well in English, you have to remember that it is working well in American English, not British English, Australian English or even Canadian English, eh? Or as George Bernhard Shaw so eloquently put it, "The English and the Americans are two peoples separated by a common language." What that means to an advertiser is: If you want to reach an new audience that speaks a different language, it is not enough to just translate the words of your message.  Even if you get all the words right, the message itself will suffer mightily.

A couple of idioms from another culture, Max and Moritz. Read more and see original image: 
http://en.wikipedia.org/wiki/File:Max_und_Moritz.JPG
One of the more amusing ways to demonstrate this is to take a common expression such as, "You can't teach an old dog new tricks." and use Bablefish to translate that into say German, which translates to: "Sie können einem alten Hund neue Tricks nicht unterrichten." Those words are basically correct, "hund" is dog, "underrichten" is teach, and "Tricks" is tricks. However if you try to translate that "German expression" back into English, you get, "They can an old dog new cheat not to inform." Um Gotteswillen! In fact, if you wanted to express that concept idiomatically to a German audience that grew up on Max and Moritz, you would say, "Was Hänschen nicht lernt, lernt Hans nimmermehr," which means, "What little Hans doesn't learn, grown up Hans will never learn." That might have absolutely nothing to do with dogs, but the idiom carries the same exact meaning to an entirely different culture. It is reminiscent of a tale told in intelligence circles about early attempts to use the super computers of the cold-war 60’s to translate Russian into English. When they put in “Out of sight, out of mind” using their algorithm, what they got back was: “invisible idiot.”
That said.
Always translate your product essentials (such as the NAME) into the language of your target audience to avoid embarrassment. If for instance you want to introduce your automobile into a new country south of our border, it would be instructive to know that the name NOVA is a colloquialism for “doesn’t run.” Then there’s Vicks cough drops which became popular in Germany, but before introducing them there, they had to change the name to “Wicks,” because they discovered that “vicks” is a rude name for a sex act. Much more recently Osco Drug Stores bought out Sav-On drugs in the predominantly Hispanic Southern California market. They were so proud of the name they had created for themselves over the decades, that they changed their store names, stationary, and advertising from Sav-On to Osco and watched their sales plummet, especially in predominantly Hispanic neighborhoods. Osco, it turned out, was an idiom usually associated with vomiting. When you’re sick, the last place anyone wants to go is Vomit Drugs.
After all is said and done, no matter what language it is said and done in, the most basic tenant of advertising applies. Know your audience. Speak their language.  Whether your audience are juniors looking for fashion or governments looking for engineers, learn their jargon, their idioms and you can talk to them in their language, no matter what language they speak.

Thursday, October 14, 2010

The Dangers of "Brilliants" in Advertising

I remember the day like it was yesterday. My client abruptly overruled every marketing strategy, product name, logo design, identity package and ad campaign concept that he had approved only a few days before. He had decided to do his ad campaign himself. He knew the product better than anyone, and he was the smartest person he knew.
Both of those statements were true by the way. He had single handedly come up with an invention that had revolutionized his industry. He was a brilliant chemist and practitioner, and had built up a million dollar company that he had started in his garage. The only thing wrong was his reasoning. He decided to undo an entire campaign and design strategy, because his "daughter didn’t like it." She was eighteen at the time.
In his defense, she was the one who had come up with the name for his company when she was twelve. My client therefore reasoned that advertising was so easy even a child could do it.  That said, however, she had not shown any inclination for marketing and advertising since that day. And for all his brilliance in his chosen fields, he himself had no concept of advertising, marketing, design, research, or packaging. And after all was said and done, to become known as the leader in his field, he needed to accomplish all of those in the worst way possible. By doing it himself that’s exactly what he got.
Within a few short years, every mistake he made was manipulated to its fullest by the competition. Soon he was just another player in an industry that he had almost single-handedly invented himself. And he is not alone by any stretch of the imagination.
Elisha Graves Otis, brilliant engineer, innovator and inventor. (image from biografiasyvidas.com)
Such is often the fate of "brilliants." Elisha Graves Otis, the father of the modern elevator, was a brilliant engineer and visionary. Unfortunately he neglected to trademark the name “elevator” leaving the door wide open to every competitor with a pulley system and wires, and they used it freely to take his business away. The landscape is littered with brilliant people who failed to achieve preeminence, because they tried to to something so easy a child could do it.
Advertising is in every respect like any other art form: painting, singing or playing a harmonica. If it's not easy, you can't do it. And if it's too easy, you're not doing it well enough. The Peter Principle, as first defined, is that employees will inevitably rise to their level of incompetence.  The problem for any agencies working with people who are outstanding in their field is that those people tend to believe they are outstanding in every field. And they all too often find their level of incompetence in advertising.
Advertising, in every respect, is like any other art form: painting, singing or playing a harmonica: If it's not easy, you can't do it. And if it's too easy, you're not doing it well enough. The Peter Principle, as originally defined, is that in any hierarchy, employees will inevitably rise to their level of incompetence.  The problem is Peter was an optimist. Any agency working with clients who are outstanding in their fields faces the possibility that those brilliant people will believe they are outstanding in every field. All to often, they attain their level of incompetence in advertising.
The truth is that the statement “I don’t know anything about advertising, but I know what I like,” is exactly six words too long. If you don’t know anything about advertising, then you need professional help.  The same is true for plumbing, stone masonry, brain surgery and programming your DVR. If it’s not easy, you can’t do it. Call on professional help. Save time.  Save money. Save your sanity and your business.
Or as David Ogilvy once wrote, “Why buy a dog and bark yourself,” or as it was first written by Brian Melbancke in 1583, "It is smal reason you should kepe a dog, and barke your selfe."
Apparently old David wasn't the first to say that; he was just right.

Wednesday, September 15, 2010

Pasadena Government Trips Over Numbskullduggery*

Where have I been for so long? Fighting City Hall. Thank you for asking.

Along with writing advertising, I am currently the chair of the Old Pasadena Management District.  As a matter of fact, I have been a part of this district since before there even was a district. Back in the late 80’s, a core group of merchants and building owners met in our freshly renovated Chamber building to figure out how to make our dream of “Old Pasadena” actually come alive. Of course, first we had to chase out the burglars and addicts hiding in the stairwells. At that time, the district was still rife with boarded up buildings and popularly referred to as Pasadena’s slum.
Through extraordinary efforts, we managed to turn the tide, building by building and block by block. In 2000, we voted to tax ourselves to clean up our streets and sidewalks, and improve the safety and security in our part of town. We formed the Old Pasadena Management District (OPMD). 
In 2003, we partnered with the City to bring the district's three garages up to the same clean and safe standards that we demanded of the rest of our district. Before we took over, the districts parking structures, Schoolhouse, DeLacey and Marriott, were unsightly, unsafe, and unprofitable – not to mention the overpowering smell of vagrant excrement.
The look and smell of today’s city garages are unchanged since 2003.

Today the story of our accomplishments has brought recognition and representatives from cities and Business Improvement Districts nationwide to Pasadena to find ways to learn from our success. The story of the garage management in particular has inspired changes across the country. Yet suddenly and inexplicably, Fred Dock, the City’s Director of Transportation, recently announced they are going to take away management of the garages that have played such a vital role in our success. A management that has profited the city enormously.
OPMD Schoolhouse parking structure, Raymond Ave. entrance.

When OPMD took over management of the garages in 2003, their average net income (in the economic good times of 1996 – 2003) was $5,001.  In 2003, the net revenue was an embarrassing $135,675 loss. City staff warned OPMD that the existing rates had to increase, and our 90-minute free parking program had to be eliminated. But we value our customers, so instead, we maintained the rates, and continued the free parking. Then we cleaned, painted, installed extra security, replaced worn and dangerous stair safety strips, and fully renovated the shabby facilities. Since 2005, the garages’ average annual net income has been over a hundred times theirs. After all expenses and debt service, our average net income has been over $500,000.  For 2009, not a banner year for the economy, it was $1.8 million! Where did we go right?
City garage landscaping vs landscaping maintained by OPMD

It's simple really. Garages are a business, and OPMD is run by business people. The difference is evident to anyone who cares to look (or smell).  In the two years that Mr. Dock has overseen city’s other parking structures, the sad and shabby condition he inherited has remained largely unchanged. Complaints about the city structures outside of our district pour into OPMD every month. Why?  Because the Department of Transportation has given them our phone number, to answer complaints about their structures, even though they are clearly not our responsibility. Yet inexplicably, when OPMD President Steve Mulheim went to the department to get the answers those people were demanding, he was rudely informed that that information was NONE of his BUSINESS!
On the contrary, when it comes to the garages, it seems we are the only ones who do know the business. In addition to garage revenue, our 22 blocks are consistently one of the top providers tax revenue to the City.  OPMD’s management of these garages has been a key component in the success and viability of this area.  Yet the City of Pasadena is seriously considering allow others with an incredibly consistent, demonstrated lack of competence, cooperation and commitment to threaten the welfare of our entire district, not to mention the financial well being of the City as a whole.
City garage interiors vs OPMD's maintained with regular washing and painting.


UPDATE: At a City Council meeting last night, Monday, September 13, we learned that even members of the City Council were unaware of the ill-conceived plans of their Department of Transportation. The representative they sent in place of Fred Dock, who was conspicuous by his absence, didn’t even know how many garages the city had or how many of them were in Old Pasadena. At that meeting, City Council Members decided to examine the issue more thoroughly in two separate committees, make recommendations, and invite the entire city to comment.
Should be an interesting evening. One thing for sure, any attempt to steamroll this *numbskullduggery through the city without anyone being the wiser has run out of gas. There might actually be a possibility that we might be able to help reverse the sorry state of the rest of the garages city-wide.
Weeeeeelll seeeee.

*Yes. That is Numbskull Skullduggery =)

Thursday, June 10, 2010

Ethics in Advertising

No, no, no. That's not a contradiction in terms!
Although I'll be the first to admit that ethics are a tad less than obligatory in political advertising, in fact, the most successful political ad campaigns avoid them altogether. But what works in political advertising, doesn't work so well with any products or services that people can touch, judge and experience immediately for themselves.
Lying in politics, however, is such a time-honored tradition that Plato spoke of it as necessary to diplomacy. Today, lying politicians are the bread and butter of comedy. Stand-up comics could not exist without them. 
Why do politicians envy ventriloquists?
    They can lie without moving their lips.
What do you call a politician who swears to tell the truth?
    A liar.
How can you tell when a politician is lying?
    His lips are moving.
The list goes on.
But something remarkable happened Tuesday, June 8, 2010. Two remarkably well marketed bundles of bamboozlery bombed at the polling booths.  Propositions 16 & 17, two corporate exercises in corporate greed, deception, half-truths, mistruths and home-spun charm, crashed and burned on impact.

Or as Greg Pruett, senior vice president of corporate affairs for PG&E reportedly explained in an article on baycitizen.org "While the election outcome hasn’t diminished our steadfast belief that citizens should have a vote in local government efforts to enter the electric utility business, we respect the decision voters made on this initiative." He failed to add that this initiative would have taken the right to majority rule away from those voters.  Ironically, if PG&E had been able to play by the rules they were pushing, their 47.5 percent of the vote would have been enough to stifle the majority’s will. Too bad.  So sad.
Surprisingly the effort that brought the $46 million PG&E juggernaut to its knees accomplished that miracle with a budget of barely $100,000. Similarly, the Mercury Insurance $16 million, attempt to reverse a 1988 consumer protection law, and allow them to manipulate premiums, was defeated with a tiny fraction of their bloated budget. So where did the corporations go wrong, or more importantly, where did the opposition go right?
First it seems the corporate troops went about a lie too far. They each used fake names, tried to hide behind populist rhetoric that they didn’t really understand, spent money like water or Meg Whitman (but I repeat myself). Then inexplicably, they defended their true goals openly in corporate stockholder documents accessible on the web. The opposition only had to point that out and make the truth even easier to find… not all that difficult in the digital “click-here” age. So even though voters (consumers) couldn’t actually touch, judge or experience products (arguments) with their own two hands, the bare facts were all-too-easy to find.
Lying is advertising is always a bad idea. That’s especially true if you have a product, and people are using it. There’s probably a reason they like it.  Which means there’s enough good to say about it, that you don’t have to lie. If you don’t believe me, ask your happier customers. And if you still feel like you have to lie, be sure to give some friends or family a box or two of crayons and construction paper to make your “Going Out of Business Sale” signs. Your competition, their customers and their lawyers will be only too happy to help.
Ethics is advertising is just good business. And... sometimes, not a bad idea in politics either.

Monday, April 26, 2010

FINALLY! Voters Will Have to Pay for their Own Laziness!

I love it when election marketers devise a whole new way to bamboozle the public, and California voters, no slouches in the overall bamboozle market, finally have a chance to actually pay for their ignorance and sloth personally, out of their own wallets. If successful, PG and E’s campaign to stifle competition could be an unparalleled accomplishment. That is truly saying something, because this has been a year of unprecedented babmoozlery, from the Birthers “victory” in Arizona (Damn You Hawaii) to California’s own multimillion campaign to pass Proposition 8 which defeated homosexuals right to marry because it would inexplicably destroy the fabric of the American family.  Perhaps Lewis Black was right, and it would have unleashed attacks of Gay Banditos. But I digress.
Who is it that could possibly surpass these dizzying heights in inveiglery and babmoozlery?  None other than Pacific Gas and Electric.  Pardon me, I meant the “Taxpayers Right To Vote, Yes on 16.”  You’ve seen their ads daily on the TV, and don’t they have a sexy website?

But take a look at that tiny type at the bottom.  You know in all my time in advertising, I have NEVER had a client say to me, “can you make my name smaller, bordering on invisible? And while you’re at it, hide my logo altogether. The logo is forbidden!” Especially when they’re forking over $28.5 million (as of March 26). Nope.  Never happened.  Not once.  If I were a cynical person (and I most assuredly am), I might presume that Pacific Gas and Electric had something to hide. Although in fairness, they are not hiding it from their shareholders for whom they defended their multimillion dollar campaign: “this is a good use of PG and E funds because otherwise, the company would have to spend ‘millions and millions of shareholder dollars to defend it repeatedly’ every time a municipality is thinking about going the CCA route. PG and E fights against municipalities forming CCAs because when local government agencies form their own local utility districts, PG and E loses customers, thus cutting into the corporation's long-term profitability.*” 
While I applaud any company that feels that $1.22 billion profit in 2009 must be surpassed, I am amused that they are going to voters to vote against the very competition that would save the voters money.  Of course they’re not really doing that.  Competition is the American way, and voting against competition could be construed as UNAmerican.  No, the good patriots of Pacific Gas and Electric are merely arguing that before their 1.22 billion dollar dominance of the market can be subject to competition, that an election must be held at taxpayer expense and an almost unheard of two thirds majority must approve it.  But I repeat myself.
The fact that the right to vote is protected in the Constitution notwithstanding, there is nothing in this act that protects anyone but Pacific Gas and Electric, and they’re willing to spend up to $35 million dollars to do it. But who will really pay for this competition busting sham election… the very same voters who don’t ask questions, don’t research the PG and E connection and actually fall for the flimsy “personal freedom” argument. Not all of the voters will fall for it, just the lazy ones.  In other words, if history is any guide, the majority.  So get ready for less competition and higher rates from fewer providers. 
Of course, if voters are unwilling to find out what they're voting about, maybe this will become the new American way.

Wednesday, April 7, 2010

Ready, Set, Recovery! We're pointing the way.


Pasadena Advertising Marketing and Design (P-AMD) has been selected to create a new print, web and social networking campaign for the Foothill Workforce Investment Board (FWIB). FWIB provides workforce services that are invaluable in any economy and absolutely vital in today’s precarious environment. They offer a one-of-a-kind, employment lifeline that connects both sides of the workforce to what they need the most – for FREE. Until now, they have gone largely unnoticed by both the employers struggling to keep their businesses afloat, and by the great majority of unemployed desperate to find the right job. 
This is a dream project for us, because the concept essentially sells itself. Everyone wants it; everyone needs it, and it is vital to the community and the economy as a whole. The only fundamental element lacking is awareness. If prospective employees don’t know that the keys to a better life are at their fingertips, they can’t ask for them. If business owners and managers don’t know they have access to essential business survival skills and to an unparalleled pool of highly qualified talent, they can’t use them. That all of this is free isn’t even an issue. Awareness is the key, not just for now but for the long term.
As a part of this coming year’s campaign, P-AMD will create and develop a new website for the Foothill Workforce Investment Board designed to reinforce their overall marketing plan. The site will be the center of a hub of social networking sites that appeals to employers, talented potential employees, city governments, business improvement districts and chambers of commerce that stretch from Duarte to South Pasadena. 
This is not only an exciting project for all of us at P-AMD to undertake but a vital step in the revitalization of our region. A wave of recovery is coming. Nobody can tell when, but the signs are everywhere. However, the job seekers and employers of Arcadia, Monrovia, Duarte, Pasadena, Sierra Madre, and South Pasadena have to be ready for the wave when it arrives if they hope to ride it. If they jump on it too early or wait too long, they’ll miss it, and recovery and prosperity could be lost altogether. 
Job seekers need to know not only how to get “a” job, but get “the” job they want and can do the best. Employers need to know that there is a viable resource, in their own backyard, where they can find sound business advice and a pool of local, highly qualified applicants at no charge. 
That is now our task, and we can hardly wait to get started.

Tuesday, March 30, 2010

Pardon me while I rant about our schools

Yet another battle for Pasadena Schools.  Call it Measure CC, or the Pasadena Unified School District Parcel Tax, this is about more than just education or taxes or how wasteful or stingy our school administrators are.  Detractors make it sound like the argument is all about waste (although that waste was not apparent to the outside management audit commissioned by the cities of Pasadena, Altadena and Sierra Madre). And if it were all about waste, certainly these concerned citizens would roll up their sleeves, volunteer in the district and eliminate that waste.  But it’s not; they won’t, and I don’t want to waste ink.

No, measure CC is about community, and this community in particular.  Pasadena has a long history of doing things our way.  Making our own goals, raising our own funds and yes, rolling up our own sleeves to get things done.  Even Measure CC’s most ardent detractors have to admit our schools are improving. They say it’s because we’re following the State’s lead, which is laughable on so many different levels. It’s because Pasadena parents fought long and hard to make them better!

Pasadenans won’t be told what we can and can’t do. When there’s an emergency we respond. When we’re told something is impossible, we do it anyway. In the ‘90’s when our libraries were in jeopardy, and in danger of closing, we rose up, taxed ourselves and kept them open.  When Old Pasadena had fallen into decay so dire that you couldn’t walk down the street alone. Recovery was “impossible,” so we cantankerous band of business people got together and, yes, taxed ourselves to make things better. Anybody been to Old Pasadena lately?  Even in this economy, the shops are lively; the streets and alleyways are clean and safe, and family fun can be found around every corner within our twenty-two block district.

If the whiners about waste really want to help, come on down.  Everyone willing to roll up their sleeves and fix what’s broken is always welcome. However, until that unlikely day, here’s a reality check.  Some things are worth working for.  Some things are worth paying for. And our children and our future? There are two of them. 

Saturday, March 20, 2010

When is Free Advertising Worthless?

In a word, never.

In fact, Word-of-Mouth (WOM) advertising is the most valuable kind of advertising, and it doesn’t cost a cent. That said, there are companies that spend millions in PR and social marketing trying to generate it. They have to, because bad word-of-mouth will kill a bad product or even the company that makes it. Think about the last movie campaign you saw. Previews in the theaters. Ads on TV. But if your best bud Ben says the movie sucked, you’ll avoid it like the plague. Hence movies can do millions on the first weekend and die the next.

Mom and pop businesses generally don’t have millions to spend on those kinds of campaigns, so they just struggle along providing good products, outstanding service, and great customer care. That’s how they generate word of mouth, and that’s a good thing. But they need more. They need basic, tell-prospective-customers-you-exist advertising. An invitation to the party if you will. If you don’t invite people to come, there won’t be any mouths to say a good word for you.

Which brings me back to the question of when is free advertising worthless. And to some people the answer can be “always.”  Never and Always? How can that be?  The answer is perception.  Whenever a merchant thinks advertising is worthless, it is. Perception is reality.


Old Pasadena Management District (OPMD) offers its merchants thousands of dollars in advertising exposure for free. Not only does OPMD hold regular events to bring customers into the district, they send out newsletters and flyers informing merchants of  what is happening, when it is happening, where it is happening, and even how they can benefit from it.  But they don’t stop there.  OPMD has a website that attracts tens of thousands of visitors, and our merchants are listed on the site for free.  They can describe their business, their hours, their directions, their specials, and a link to their OWN website, for Free!  Even if they don’t have a website of their own, OPMD will give them a page which can display their logo and photos of their businesses. Did I mention it was for free?


So why would anyone in their right mind ignore thousands of dollars worth of free advertising? More than likely, it is exactly because it’s free. Free has no worth. It takes time and trouble to send in information, take pictures, create special offers, write down hours, and why take valuable time for something that has no worth. They don’t see any reason to use it, and probably never will use it.

A case in point of perception.  Last year, OPMD reacted to the depressed economy and drop in charitable donations with a first ever Restaurant Week Event.  All of the participating restaurants were asked to create Restaurant Week specials, post their menus on the OPMD site for free, and feature the free Restaurant Week Posters in their windows and the “Special” menus at their entrances and on their tables. Those that did saw immediate increases in business.  Business at Le Grand Orange and Elements Café nearly doubled! However, there were participating restaurants that failed to create specials, didn’t post their menus online or feature the menus or posters in their establishments. Most of them saw a drop in business.  Go figure.

I think the perception of “free” as “worthless” did them in.  However, this year our track record of success may well change that perception, and I fully expect participants will take note of what worked and what didn’t. Actually their perception of “free advertising” may not change, but the “simple equation for a profitable outcome” will certainly override any misgivings they might have.

So, in retrospect, maybe the answer to the question, “When is free advertising worthless,” is: whenever you don’t take advantage of it.

Monday, March 8, 2010

The Branding PowerPoint (as requested)

After a very well received Branding and Positioning seminar in South Pasadena, we are posting the Powerpoint presentation. It is little more than a slide show for those who like a little side of tongue in cheek with their information. However, when I posted this on Youtube, I received a little criticism about the lack of sound. For those of you who attended the presentation (and their friends), this first video is for you... quiet though it might be.




However, I felt absolutely horrible that anyone could have felt so cheated by the lack of sound in the presentation. So I recreated it with the help of my very good friend* Boots Randolf. Please enjoy the "sound."  :-)




Who ever said Branding and Positioning can't be fun?

*Never actually met my good friend Boots Randalf, but I love him (and Yakety Sax) all the same.

Thursday, March 4, 2010

BRANDING A SMALL BUSINESS

Suzanne Marks, Pasadena Advertising’s comely CEO, just gave a seminar on "Branding" to the South Pasadena Chamber of Commerce.  The audience members, by and large, were small business owners. They were concerned that since the big stores spend so much money on branding, they had better learn about it too.  However, branding and positioning efforts (for those who like semantic hair splitting) are usually reserved for large, impersonal corporations.  Branding is what gives the company a face: a personal connection that clients and customers can hold onto.

The business owners’ concern is understandable, as John Costello of Procter & Gamble fame once famously explained, “A brand image signifies a relationship with the customer.  It is the company’s most valuable asset.  It’s also the main differentiator, the best defense against price competition and the key to customer loyalty.  Competitors can copy your features and benefits, but they can’t steal your image.”

That said, giving a face to a small business is infinitely easier than creating a “face” for a corporation, because the business is, well, small enough to have a face built in, usually the owner's face.  The salespeople's faces.  And, the personal relationship is, more often than not, is actually personal – directly between people.  So branding techniques are ... well, simpler.  Take a shower.  Dress for work. Open your shop for business. Smile and make your customers happy.  Annnnnnnnnnd: Congratulations.  Your branding is done.

Okay, not quite. You also have to know who your prospective customers are. You have to design your store (and your signage) to appeal to them, and they have to see your appeal from across the street.


You have to pick a location where your customers would likely be and would like to be. You have to make your shop their home.  That’s all a part of your brand.  And you have to give your current customers the best product or service possible to build up the most powerful, long lasting brand advertising possible – Word of Mouth.

Then there’s that other advertising – the kind outside your store.  That's something you need to think about.  You have to be consistent and reinforce the image of your store, yourself and thereby your "brand" in everything you do. However, with the advent of social marketing, your advertising just got a whole lot cheaper.  With a web page, email, Twitter, Facebook and a blog, you can give directions, post hours, gain fans, thank old customers, entice new customers, post online coupons, showcase new products and services and reinforce your brand. And update it whenever you want.

All in all, a pretty hard working advertising medium that's worth all the work you put into it.

Wednesday, February 10, 2010

The Four Big Easy’s

No, no, no. Don’t get me wrong. There is now, always was, and can forever only be one “Big Easy,” the happy home of joy, jazz and gin joints galore, New Orleans!

However, in honor of the Saints’ spectacular Super Bowl win, it seemed appropriate to turn their good fortune on its head - for a good cause: your bottom line. If you have a website, and you want it to work for you, especially if you want to do some business through it, there are four absolutely unbreakable “laws of easy” that you must obey at all times.
To be effective your site must be:
• Easy to find• Easy to navigate • Easy on the eyes• Easy to expand and edit


• Easy to find
Your keywords, tags and content must make it a snap for anyone searching for whatever you have to offer or they won’t know you offer it. Even if it’s a charity, once they get to your site, they have to know right away it’s you right away, or they’ll look for you somewhere else with a click of a button.


• Easy to navigate
Any site, especially a content-rich site must have intuitive, immediately accessible navigation. Busy visitors who need information need to it right away. If you have highly technical content, and “easy navigation” can’t cover all the possibilities, then you have to make “search” available on every page so your clients can get where they’re going immediately, directly.

• Easy on the eyes
Web designs not only have to be appealing, they also have to engage and direct visitors to find what they are looking for as quickly and efficiently as possible. Fastframe uses images that tell a story, and part of every story is how framed art and mirrors bring warmth to a home. First they appeal to their audiences, then let their “store services” and “location” links drive traffic into their stores.


• Easy to expand and edit
For years, Cascading Style Sheets (CSS) gave designers and programmers a consistent framework for site building and updating.  But not everyone's a designer or programmer, and sites have to be updated constantly.  Today, robust Content Management Systems (CMS) such as Joomla (above) and Expression Engine give anyone with basic word processing skills the ability to maintain even the most content rich websites. Not only does it allow you to add content, but also to add directories and subdirectories, new navigation elements, graphics (even graphic animation elements) which can be added, edited and deleted through any of the most popular web browsers, from any computer, virtually anywhere in the world.

Of course when it comes to web site visitors, everything has to be easy, because if it’s not, the next best site is just a click away. Something to think about during the coming seven months of horrific football deprivation. :-o

For more information contact Suzanne Marks at Pasadena Advertising Marketing Design.

Sunday, January 31, 2010

How do you choose a person of the Century?

Well if you're developing a fund raiser to celebrate the first century of Scouting, then first and foremost, you need an outstanding Scout.  No problem there.  You have an incredible abundance of folks to choose from. Eagle Scouts alone have become presidents, governors, war heroes, Supreme Court Justices, and astronauts including 11 of the 12 men who walked on the moon. 

So the Boy Scouts Los Angeles Area Council tried to find a person who exemplified the spirit of scouting.  Someone with a wide breadth of knowledge and experience in a variety of fields.  How better to represent the many areas of achievement rewarded by Scouting with merit badges and advancement in rank. 


The person they decided on was University of Southern California president Steven B. Sample.  As our CEO and Boy Scouts Los Angeles Area Council Board member, Suzanne Marks explained, "He best personified the variety of skills that Scouting has taught for over a hundred years.  Steven Sample is an inventor, an educator, a business leader, an author and a Boy Scout.” 

To develop her campaign, a mix of traditional and electronic media, Suzanne relied on two of her own Scouts at Pasadena Advertising, Life Scout and V.P. Creative Tony Nino, and Eagle Scout, Creative Director, David Ensz.  “I wanted a design a basic look with a balanced focus to honor Dr. Sample and also pay homage to the first century of Scouting,” explained David Ensz, “the muted earth tones were a reminder that camping is an essential part of the Scouting experience.”  “Although crimson and gold seemed to be more prominently displayed among the USC alumni,” laughed Tony Nino.


Dr. Sample is the esteemed author of the Los Angeles Times Best selling book, “The Contrarian’s Guide to Leadership,” and a highly regarded professor of “The Art and Adventure of Leadership,” His extraordinary efforts in propelling academics at the University of Southern California are world-renowned; his incredible ability to generate contributions to that fine institution of higher learning has resulted in one of the most successful fundraising campaigns in the history of higher education.

Fittingly Dr. Sample’s Person of the Century celebration raised over $600,000 for Scouting in Los Angeles. In this economy, that was an achievement that more than exceeded expectations.  The Los Angeles Area Council is honored and grateful for the contributions of all our supporters.

Monday, January 25, 2010

Success doesn’t take a miracle in Old Pasadena.

In the spirit of full disclosure, I admit I am biased. I am a Pasadena Advertising owner and the chairman of the Old Pasadena Marketing District (OPMD). However, I’ve heard more than my share of comments about Old Pasadena leading a charmed life, and I think it’s time for a little reality check.
Times are hard, and doing business anywhere is a challenge, but as far as Old Pasadena is concerned, the rumors of the economy getting better seem to be true. Like anywhere else, to take full advantage of that, you not only have to work harder, you have to work smarter, and in Old Pas, we also work together. Cooperation is what gave Old Pasadena its start in the late ‘80s, and it’s what is keeping us ahead of the curve today.
This was a very good Holiday season for our 22-block district. Even though we don’t have all the figures in from all the stores, we can see that our garages were consistently at full capacity, unique visitors to our web site nearly doubled from last year, and merchants have come to us with thanks and stories.


Marci Christianson, proprietor of LulaMae, an award-winning Old Pasadena gift boutique saw a dramatic increase in profits over last year. She is not only a smart merchant but also an active marketer. Since OPMD research had predicted that virtually all our customers would be spending less, she changed her product line to take full advantage the situation. To attract more customers, she participated in all our holiday events beginning with the Halloween, Trick’’n’’Treat weekend. To maximize her visibility with limited ad funds, she developed a web site as fun and quirky as her store. She linked it to the OPMD site, offered on-line coupons from both sites, then gave the coupon discount to all her customers, whether they knew about them or not. “I see the look in their eyes when they get the added discount. I know they’ll visit my site now, and they’ll come back to the store.”


Andrea Auman, owner of Crowned Studio salon not only experienced a 35% increase in business, she did it overcoming an additional challenge. In the middle of the worst recession in anyone’s memory, she decided to move and start up her business all over again. “It was the best possiblee timing as far as I was concerned, “she remarks, “I knew my best customers would follow me, and with Pasadena rents at an all time low, I knew I could find a great place in a great city." Andrea not only took full advantage of the OPMD web connections and events to bring in customers, she started up networking and cross-promotional events of her own. To maximize her electronic presence Andrea links to her partners and fellow merchants from her home page and maintains Facebook and Twitter accounts and a blog.
As diverse, and sometimes eccentric, as the merchants of Old Pasadena are, all of our success stories share this aspect of working harder, working smarter and working together. No magic potions (that we know of), no lucky Leprechauns, and no behind-the-scenes buyouts or bailouts have been employed to give us the upper hand. Just Good research, good marketing and good business. The Old Pasadena Management District is proud to be the hub of this activity, and is working hard to keep giving our merchants and business owners ahead of the game.

Monday, January 4, 2010

To Dream The Practical Dream

Every product is a dream. A car is a dream of freedom and power. Lipstick is glamour. Running shoes are fitness and health. A Mac is… better than a PC. But how do you show the Scouting dream? And how do you tell the world?

The answer to both questions: a float in the Tournament of Roses Parade.



The Boy Scouts of America faced a dilemma. It was their 100th anniversary – a time to celebrate a hundred years of building character and responsibility in citizens and leaders alike. It was a perfect time to kick off the next century of Scouting. But they had to be practical. The economy was down. Donations were down. Programs that kids depend on were threatened. Yet the right message could help alleviate that. It The Boy Scouts could show the promise of Scouting in just the right way, people might see the value of investing in it. More kids might join. The trick is to find a way to make the most impact on the maximum number of people in the least expensive way possible.

Participation in the Rose Parade was the perfect choice. Where else could you get three minutes of National Broadcast time on ALL the major networks for free? Sure it costs money to produce the float, upwards of a hundred thousand dollars, but that’s well less than half of the cost of most commercials on network television. And when you calculate placement costs of $250,000 per 30 second commercial, three minutes is equal to a million and a half dollars worth of airtime for free. Plus there are a multitude of other hidden benefits for contributors as well as Scouts themselves.



The float is decorated almost entirely by volunteers, and there’s a waiting list of people who want to volunteer. In many cases, the volunteers, or the companies who donate to Scouting, pay for the privilege. It is a meaningful way for companies to reward select employees, and corporate executives get an opportunity to participate in the many Rose Bowl activities, including prime seating for the parade and attendance at the Rose Bowl itself. Luckily, this year, that privilege extended to attendance at the BCS game Thursday, January 7th.  It made "contributing" an even greater perceived value.
The boy scouts took this concept a step farther and used the opportunity to reward Eagle Scouts with the opportunity to march in the parade. The world wide audience not only got to see the symbolic representation of Scouting, they experience the pride of Scouts in their accomplishments. To make matters even better, the Boy Scouts' Centennial Celebration float won the Pasadena Tournament of Roses’ National Award.



The eagle scouts, even after 5 ¼ miles of marching, still stood tall as they carried the American Flags and flags of all 50 states in the precession. The proudly carried representations of all the merit badges that Scouts can earn. And the float itself symbolized the excitement that lies at the center of the tradition of Scouting. And the Scouts aboard the float, boys and girls alike, were excellent representatives, canoers smiled at waved at the cheering crowds. Riders pedaled their seed-encrusted bikes, and a scout still slid down a working zip line between two trees.




After almost a year after the Boy Scouts Board of Directors (including Marketing Committee head, Suzanne Marks, our CEO) had approved the initial designs, and almost 8 months of tireless fund raising, the Centennial Float had taken huge strides in accomplishing the Boy Scouts’ mission. New contributors had been brought into the Scouting organization, the centennial year celebration had gotten off to a memorable start, and Scouts all over Southern California had been given the memory of a lifetime.

For sheer advertising value, an award-winning symbol of Scouting excellence and adventure had been seen by over a million people along the parade route in Pasadena, and by over 40 million TV viewers in the US, and in more than 150 countries worldwide. The hundreds of volunteers and Scouts who worked on the project took home a special pride that they shared with family and friends. For Scouting it was a dream come true.

The next century of Scouting is off to a grand beginning.