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Bloggers Make a Difference

Noel_with_squeakersThanks to the efforts of many bloggers, we were able to raise $822.47to help ease the financial strain caused by medical bills incurred by Gavin’s father-in-law after a terrible cycling accident.

None of this would have been probable but for Gavin’s tireless efforts to advance the conversation about marketing as well as promote others on his own blog. Gavin, we still owe you a great debt of gratitude for your contribution to this community. We’re more than happy to give a little something back.

Thankfully, Noel’s recovery has accelerated after his most recent operation, but it will still be a long while before he’s able to get back on a bike. Please drop by the blog Gavin created for him from time to time and leave a note of good wishes.

Thanks are deserved to all those who helped. Below is a list of blogs whose efforts on behalf of this project were invaluable:

The Viral Garden
Resonance Partnership
Masi Guy
Marketing Profs: Daily Fix
Marketing Nirvana
Logic + Emotion
It Could Get Worse 2.0
Hee-Haw Marketing
Greg Verdino 2.0
Drew’s Marketing Minute
Conversation Agent
CK’s Blog
Biz and Buzz

There may have been others, and if I’ve inadvertently neglected to mention your blog here, please point me to your blog post about this subject and I’ll gladly add you to the list.

Noel – Get well soon… Hopefully, in the coming months of difficult recovery, you will be able to take some comfort while contemplating the character of the person your precious daughter married. 🙂

– Cam Beck

Friends of Gavin

Gavin Needs Our Help


A friend of ours, Gavin Heaton of Servant of Chaos, had a tough Christmas this year. His father-in-law, Noel, was in a horrible cycling accident along with several other riders. Of course our prayers go out to everyone involved in the accident, but we also hope to do a bit more. Not because we were asked to, but because Gavin is our friend, and that’s what friends do.Here is a description of the event along with updates on everyone’s status:

Here’s how you can help:

Click on the “Donate Now” button at the upper right of the page.

What that will do:

You will be taken to a PayPal server, where you can donate whatever amount you choose. We’ll make the ability to donate active until the end of January, after which we’ll tally the amount and direct it to Gavin, who will put it to use.

Why it’s important:

With two people in critical care, the expenses have to be pretty high — even with insurance.

How you know it’s legit:

For disclosure, we’ll post the results until the end of February, after which we’ll take it down. In the meantime, please contact any of the prolific bloggers on our blogroll to verify our authenticity. The PayPal account is set up through Typepad, one of the most popular blogging platforms in use by the likes of yours truly, Hee-Haw Marketing, David Armano, and Seth Godin.

– Cam Beck

How We Satisfice



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» A Media Story from Logic Emotion
Cam over at ChaosScenerio has done a nice little comic strip depicting what many of us have gone through or are currently going through. The process of consuming traditional media, then moving on to emerging media—getting overwhelmed in the process [Read More]


The Virtues of Marketing and Capitalism

John Keehler’s post yesterday about the official portal of North Korea got me thinking. I did take some time to read excerpts of the North Korean constitution, which was interesting, if not enlightening. I couldn’t help but feel a little sad for them, as I juxtaposed in my head their constitution and satellite images I’ve seen that show, in contrast to their neighbors, very little evidence of electricity at night.

Several years back, a friend of mine told me about something she had seen on cable, where some PhD was upset because enough money was being spent on marketing a beneficial drug to actually administer the drug — for free — to people who needed it. The implication my friend made — and presumably the PhD — was that the money spent on marketing was a waste.

A young socialist in the making, my friend was not very pleased when I suggested that the money that was fed into the marketing budget would not have been possible but for its successful dissemination of information about the drug to the correct audience, without which many people would have been ignorant of it, and they would have not been able to share in its benefits.

Sure, the company could have poured millions of dollars into the research and development of a medicine, paid for rigorous testing, modification, and retesting to ensure it met the standards of the FDA and good conscience, and then just given it away, but such a venture would not have been sustainable. That lack of sustainability would have put the company out of business, which would have robbed many sick people of the ability to buy the drug. Sometimes drug companies do give away medicine for free, but they are only able to do so because they have made a profit elsewhere.

Of course contemporary socialists would point out that state ownership of the drug company would prevent it from going out of business, but the fact of the matter is that without the accountability that comes with the ability to earn and retain property, state-owned companies typically lack the motivation necessary to create innovative products economically.

Unless we are, in fact, advertising for drug companies, most of what we market for our clients doesn’t have as big of an impact on the physical health of society as medicine. However, we can take some solace in the knowledge that the successful execution of our jobs results in increased innovation (that goes along with trying to outdo one’s competitors), employment, and the popular acquisition and retention of property, which is often invested in other fruitful ventures or charities.

This machine is not indestructible, but it is at least serviceable. And while some might be depressed by looking at it as the fine-tuned collaboration of independent self-interests, I look at it as the clumsy serendipity of collective sacrificial service. To wit: We are not successful by seeking first what we want, but we are successful by seeking first to give others what they want.

Against the backdrop of responsible freedom, marketing helps us do that. The better marketers we are, the better we will be able to match the correct service with the correct patron. – Cam Beck

Cell phone marketing on the rise

With close to 75% of Americans currently using a cell phone on a daily basis (and with projections of 95% by the end of 2010), the cell phone has become a prominent fixture in our lives, right up there with our keys and wallets. But unlike our keys and wallets, cell phones are much more dynamic, creating viable marketing opportunities in the process.

Approximately 58% of mobile phone subscribers use their device for non-voice functions such as sending text messages, using photo messaging and browsing news and information. It is from these latest technologies that “mobile marketing” has risen.

Three factors have helped lead this explosion of mobile media:

  1. Mobile phone companies see adding advertising as a way to combat their declining revenue from competitive voice calling plans
  2. Marketers are intrigued by the targetability of mobile phone advertising
  3. Consumer response to purchasing paid content without advertising has been disappointing leading many companies to explore offering free, advertising-supported content to attract larger audiences

There are also video opportunities (either streaming or pre-roll) on mobile devices, but these currently provide very limited reach as only 2% of mobile phone users watch mobile television or video clips. But, video opportunities are rising rapidly. Subscribers to mobile television have already increased 45% from first quarter 2006 to second quarter 2006 with expectations for this growth rate to continue.

Mobile search advertising opportunities are expected to get a boost with several major internet companies such as Yahoo!, Google and Citysearch preparing to launch new services that would include text ads within search results.

According to Business Week, 12% of U.S. advertisers spent money on mobile marketing in 2005, to the tune of $104 million. eMarketer is predicting that by the end of 2006, 20% of advertisers will use some type of mobile marketing with spending reaching $602 million by 2009.

Bottom line, mobile phone advertising is currently in its infancy but is expected to grow rapidly over the next couple of years as mobile phone companies, internet companies and media publishers determine the best way to incorporate advertising into their models. Most likely, if you have incorporated an internet advertising strategy, you will need to consider incorporating a mobile advertising strategy as well.

– Cort Gorman

Don’t Believe the Forrester Hype

Forrester has been creating quite a bit of buzz for themselves on the heels of their latest podcasting report, claiming that only 1% use podcasts. In fact, Forrester is predicting that only 700,000 households in the US will use podcasting in 2006.

When I first saw people linking to this article, I was immediately suspicious. Why? Because everyone else’s numbers had been much higher. Take, for example, the Pew Internet and American Life project report from March of 2005 (before iTunes adopted podcasting) that stated 6 million Americans have listened to podcasts. In addition, consider Apple’s announcement (after the Pew report) that in the first two days of podcast adoption, they topped one million subscriptions.

So why should you not believe the “hype” around Forrester’s report?

  1. Forrester is only measuring those who “regularly” download and listen to podcasts… not the total marketplace. Heck, without coughing up the $250 for the report, we don’t even know what “regularly” means.
  2. Forrester is talking about “households”, not individuals.
  3. This one is the BIG issue – Forrester is only counting people who listen to podcasts on a portable media player! That’s what it says in this Information Week article on the report. If this is true… it’s huge! A recent study suggests that only 20% of podcast listeners do so on their portable media devices!

This latest Forrester report, in my opinion, was aimed at generating controversy rather than giving us real insight into the podcast listening audience. Spread the word! Forrester got it’s buzz… but we still want real data. – John Keehler


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It seems to promote the virtues of streaming video over podcasting. Given the recent timing of the CBS announcement that it will be offering its programs as streaming video instead of dowloadable podcasts, it makes me wonder whether or not CBS was privy to this study before it was released and were fooled into reading more into it than is warranted.

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Providing information, insight and commentary on marketing in a new age.

Malcom Gladwell and Freakanomics

MgladwellauthorThe more you look at blogs, the more you begin to realize how they are changing the way that people are finding information, as well as interacting  in ways never before seen. Take for instance Malcom Gladwell. He’s written two great books, Blink and The Tipping Point (really must reads for marketers). Recently he started his own blog. The blog is every bit as good as the book and also allows readers to ask questions.

There is a great conversation going on between Malcom and the authors of Freakanomics about a topic in Tipping Point (broken windows for those who have read the book). Its like having both authors debate and you get to contribute or just listen in . Rather than describe it here, check out the discussion here. – Paul Herring

March 07, 2006

Pimpin’ Pork on ClickZ

Clickzlogo_3Paul recently blogged about Click Here’s launch of a new online campaign for The National Pork Board…you know, “The Other White Meat.” Anyway, as I have a venue on which to share my opinions on great interactive marketing, I chose to use that venue, ClickZ, to pimp our latest work for the brand. Take a look at my latest ClickZ article when you get a chance. I talk about the approach we took to developing the creative. And I talk about  some unexpected, yet strategic, media placements. All in all, I think it’s a big idea. Check out the work and let me know if you agree. Oh, and I want to thank Jason Fincannon, Jason Sutterfield, Eric Patrick and Chris Long from my agency, Click Here for their hard work on “The Other White Meat”. – Pete Lerma

About ChaosScenario

The Reason

  • The ChaosScenario is a blog written by several authors on what’s happening and our opinions on media, advertising and marketing in general. Our hope is to provide insight into the Chaos that marketers are facing as the forces of technology, consumer apathy and marketing integration shape our world.Email ChaosScenario:

The Authors

Here are the authors, to date, of the ChaosScenario.

Pete_cs_1Pete Lerma
Pete’s career began in offline, working on accounts like Coca-Cola and Subway for six years. He’s spent the last eight years with Click Here, the on-line unit of The Richards Group, where he leads the interactive efforts for brands like Hyundai, Nortel and Travelocity. He is on the board of the DFW Interactive Marketing Association and is a regular contributor to ClickZ.

JohnJohn Keehler
John spent the last 8 years becoming an interactive “jack of all trades.” He specializes in emerging technologies and alternative marketing such as blogging, viral marketing and pod-casting. Since joining Click Here, he’s worked closely with clients such as Hyundai, The Home Depot, Nokia and Nortel. John is also the author of Random Culture, a blog about on-line marketing trends.

Paul HerringPaul Herring
Paul spent eight years on developing Internet strategies for clients like 3M, Daimler Chrysler, Halliburton and Allstate while working with He’s worked in areas of marketing from site builds to ads to emails, in roles from project manager to client partner to strategist. Now he’s with Click Here, the on-line unit of The Richards Group working for clients such as Travelocity, Hyundai, Atlantis and Zales.

Brian_1Brian Linder
After earning degrees in English and Interactive Design, Brian logged two years building and selling his own web design shop and is now in his 6th year as an art director with Click Here. His concepts have solved problems for phones, banks, refrigerators, video games, food, travel, cars, apparel and the list could go on. His work has been published in Graphis and received recognition from Ad TEch, The One Show, DFWIMA and IMedia.

CortgormanCort Gorman
Cort spent the last 21 years planning offline media. He started at t:m and worked on such accounts as American Airlines and Pace Picante Sauce. Cort joined The Richards Group where he did offline media planning for 17 more years for Continental Airlines, Cole-Haan, Motel 6, Neiman Marcus, and Travelocity.  Now he’s with Click Here, the interactive unit of The Richards Group, where he leads the on-line media group.

The iTunes Halo Effect

ItunesiiThis is huge…According to TVWeek, television networks are beginning to see audience growth as a result of making their programming available through iTunes. The Office had its biggest rating yet. And NBC is attributing that new audience to iTunes. “The iTunes offering is bringing new audiences to the show that would not otherwise have watched, said Frederick Huntsberry, president of NBCU Television Distribution. Consumers have choices, and we are not reaching all consumers with one technology.” And it seems that NBC isn’t the only one seeing the potential in making their content available on new platforms. ABC is seeing growth in their audience for Lost and Desperate Housewives. Additionally, Adweek reports that MTV Networks is releasing programming from MTV, MTV2, Comedy Central Nickelodeon and the N today on iTunes. Talk about a revolution! Hang on, it’s going to be a wild ride. 

– Pete Lerma


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