A Critical Mass rider in San Diego

Much is made these days of the incredible power and sway Millenials wield online, and it is justly deserved. However, it is their interactions with brands at retail, in real time, face-to-face, where real insights can be gained.

We own and run an incubator brand, Randy’s Recycled Cycles. It’s a simple model: we take old, discarded, or simply unwanted bicycles, recycle them, and resell them. It’s a largely sustainable enterprise, “green-wise”, and offers great bikes at very affordable prices – all of which are hot points with Millenials.

We knew that going in. What we didn’t now was just how passionate they are about retro AMERICAN-made bike frames, and how much it meant to them to have a “ride” with history! The hottest items in the shop are the 60s Schwinn and Raleigh frames which we powder coat in cool colors, refit with modern accessories, gears brakes, etc., and sell for a great price.

Sure, it’s a custom piece for the young rider, but the driving force behind the purchase is the throwback frame…the silhouette…the look…and the quality of craftsmanship they see and appreciate in the “old style” bike.

There’s a lot written about Millennials’ interest in Americana and their search for authenticity in brands, but through our work for clients and in our brand incubator experience we see it up close and personal, in real time.

Randy's Recycled Cycles, a Javelin incubator brand

Converse has done it again. Is there anything they do that isn’t dialed in to their demo and teeming with authenticity? We think not. Their latest commercial called “History Made and In The Making” celebrates the people – then and now – who made/make the brand.

If you’d like to see more of our love for Converse, check out Gnarly-Eye for the Normal Guy: Skateboard Marketing from a Skateboarder’s Perspective and Converse: Rock ’n’ Roll Medici.

We at Javelin firmly believe that authenticity is key to a successful brand. The skateboarding industry is covered head-to-toe in the bruises and broken bones of authenticity. Birthed out of rebellion and innovation, skateboarding’s forefathers set the tone for originality and the pursuit of progression, which still holds true today. If a brand is really going to be a skate brand, they must fully embody these ideals. For skateboarders like myself, “game recognizes game”- we can smell a fake like a week-old pair of underwear.

Nike and Converse are two brands that have done a great job entering an industry that doesn’t take too kindly to mainstream outsiders. In the past few years, both brands have approached the marketing of their skate shoes through the adventurousness of skateboarding. To quote skateboarding legend Steve Cabellero, “…it’s about the journey, not the destination.” Each brand has exemplified this in video form quite literally – but quite differently.

First up: Nike. Much like the brand’s basketball or golf pros, the skate pros who ride for the Nike team are synonymous with the brand. In the video “Straight Trippin’” Nike pros Chet Childress and Al Partanen embark on a journey from Portland to L.A to New York with nothing but their boards and backpacks. With only a few close-up product shots of the skaters ridin’ and rippin’, the content focuses predominantly on the gnar-tastic adventure  – with Nike’s presence subtly in the background. The brand lives vicariously through the situations at hand and the personalities of the pros.

Next up: Converse.  The brand has a much more commercial, yet equally effective presence in their video “Converse: LA to Vegas”.  Featuring pro Kenny Anderson and a growing mass of skateboarders that follow along, the narrative is a third-person perspective of the journey that showcases the new shoe and what it can do.  Throughout the journey Kenny Anderson performs a nose-manual (skate term for a nose-wheelie) which effectively communicates two things: “Hey look, our KA-ONE shoe is comfortable and durable enough to go on a trip from LA to Vegas on foot!” and “Hey look, our KA-ONE shoe will give you ridiculous skill and balance like pro Kenny Anderson!” the brand not only lives through the situation, but persuades the viewer of its relevance by adding to it.

These are great videos and great examples of how any brand – not just a skate brand – can curate their own authenticity to achieve relevancy and credibility with their target demo.

I recently became fascinated with citrus crate label art, in use from roughly 1880-1955 to differentiate the many growers and packers. If you have a few minutes, feast your eyes on a few.  One particular image, circa 1910, caught my eye:

Pretty fabulous, right?  Did you immediately think of Blue Moon beer, as I did?

Blue Moon is often served with a slice of orange in the glass, and the Pale Moon label even features orchard imagery – how perfect is that?

I wonder if Blue Moon Brewing Co. ever considered delving into citrus crate label history as they developed the best way to tell their story.  The vintage artwork has a unique provenance that would lend a layer of richness and detail that would certainly speak to the Authenticity Consumer interested in Americana.

Has your perception of a brand ever changed based on the level of history, provenance, or other inspiration-related detail?

Can Jack White be any cooler? I’m going to have to go with a resounding “No!”

Jack White (of The White Stripes, The Raconteurs, and The Dead Weather) founded Third Man Records in 2001.  In 2009 a physical location was established (in Nashville) that included not just a home for the label, but rehearsal space, recording studio, photo studio, distribution center, and record store.

Third Man Records

Jack White produces every record himself, and by keeping things close and in-house, old-school style, Third Man can record (and photograph) artists in one day, print and press the vinyl, and have records in the store within two weeks – rather than months or sometimes years.  While their speedy production process may seem like an assembly line disaster waiting to happen, you won’t see just any artist on the Third Man label; Jack White is prolific producer with the aesthetic sensibilities of a museum curator.

If all that isn’t enough to make your socks roll up and down, Jack has a very real appreciation for experiential marketing, though he might call it by another name.  As a record producing label, studio, and record store, Third Man Records recognized as potentially significant the fact that 97% of all high school students haven’t laid hands on an actual record in an freestanding record shop…and developed the Third Man Rolling Record Store.  Literally a record store on wheels, it delivers the record store experience to the uninitiated:  touch and smell the vinyl, hear the difference, and experience some of the magic found in a record store – things that iTunes will never be able to duplicate.

Inside the Third Man Rolling Record Store

In Third Man Records’ own words, the rolling record store includes:

• A full menu of Third Man merchandise including 45s, LPs, just like our record shop in Nashville, and all new (and exclusive to the truck) Rolling Record Store™ collectibles and souvenirs.
• Two turntables and a microphone, the store will be playing from vinyl records from our catalog as you shop, with guest d.js doing special sets.
• A high quality PA and amplification system with 8 channel mixer and electric outlets so singers and even full bands can plug straight into the truck from the outside and play wherever and whenever we park the truck.
• Fully-customized styling designed by Jack White in conjunction with an auto custom shop to reflect the look, feel, and panache of Third Man Records’ Nashville location and famous pop up stores.

The vehicle debuts, appropriately enough, next week in Austin at SXSW.  A few Javelinites will be on the scene so hopefully they’ll swing by and pick up a tri-color for me.  *ahem…that was a hint*  After the initial run at SXSW, Third Man Rolling Record Store will make appearances at “shows and festivals and any other strange location in this great nation we can think of.”  Sweet.

There’s a super badass video about the truck…initially not embeddable but perhaps enough people screamed for it; either way, it’s available now for your viewing pleasure.

I’d love to chat with Jack about the value of shareable content and its place in social media (see below), but for now I’ll just revel in his devotion to authentic music and record production – and applaud his desire to bring it to the masses.  But seriously? If it were anyone else I’d skip it.  Just sayin’.

Yes, I saw the legal language slapped on everything.

P.S. Jack, if you’re really bugged about the use content from your site, call me.  No, really…call me.

Every once in a while something comes along in marketing or advertising that just wows us with the attention to detail, authenticity, and execution.  This sharable holiday greeting from Grolsch is one of those.

The brand’s website states “conductor Thomas Blunt, seven percussionists, woodwind players and a timpanist create a beautiful rendition of the song using sounds dreamed up through each element of the legendary bottle – glass, air, beer and the uniquely ‘Grolsch’ Swingtop.

Well done, our Dutch friends, well done.

Event marketing aficionados know that in-your-face authenticity is hot

There is something alluring about in-your-face authenticity. It’s sensational yet attractive, like Arthur Fonzarelli, better known as The Fonz.  People liked Fonzie.  He got what he wanted seamlessly, without sacrificing his values. That is, until he literally jumped the shark.

Jumping the shark is not

Jumping the shark, an idiom for when something well established begins a decline, originated when the writers of Happy Days had Fonzie literally jump a shark while on skis, wearing his trademark leather jacket and all.

Ride your Harley into the party

Losing your base can be pretty easy when you’re a big name with a known reputation like The Fonz or (insert your favorite brand name here).  A solid brand has already established where it fits, and has spent significantly to be there.  Any experiential marketing program, influencer event or otherwise, should be authentic to the soul of the brand, and honest to the expectations attendees have.  If you’re the Fonz, ride your Harley into the party. If you’re Grey Goose, showcase your signature cocktails in a super premium lounge. Event marketing is about more than just an attention grab.

Going over the top is not always better.  Simply slapping a well known name on something overly-sensational is unlikely to be good for a brand, even if it would get eyeballs.  You’ve probably already had an example or two come to mind, so I’ll politely refrain from naming any myself.

Cultivate an honest relationship

Experiential marketing — whether at a large event on in private — cultivates an honest, well-defined relationship. Isn’t that why we loved The Fonz?  He was edgy but he was true to the core.  Then…he jumped the shark.  So, aaay!  Learn from the Fonz.  Be cool. Authenticity is where it’s at.  Don’t be something you’re not, even if it promises to be a unique event marketing experience…or your brand may become the next symbol for jumping the shark.

Gillette’s “Uncut” campaign is a brilliantly produced series of short music films featuring four of today’s top music artists/acts. Rather than jamming these artists into typical celebrity spokesperson roles, Gillette opted to give consumers something they couldn’t get anywhere else – a ringside seat on tour with – and in the dressing room of – will.i.am (Black Eyed Peas), All American Rejects, Mark Hoppus (Blink 182), and Tim McGraw.

Give something of value.

will.i.am, Black Eyed Peas

Danny Clinch, whose extensive experience with rock photography and live concert films is apparent, delivers a brief yet intimate look into life on tour in authentic rock-umentary fashion. With delivery ranging from thoughtful to inspired to cocky, the artists invite viewers to experience their private pre-show rituals.

Make it great and people will talk.

Tim McGraw

Not surprisingly, every short film includes shaving in the preparations, but it’s done with a touch so deft it feels completely natural. Consumers who want to dive deeper (and who have the patience for things to load) can learn how to “shave like a rock star” with assorted Gillette (and P&G) brands on the website.

Deliver brand message with authenticity.

All American Rejects

While I’m not Gillette’s target market, as a consumer/marketer/music-lover I’m impressed on multiple levels by this campaign – and I’m talking about it. If more brands considered how to add value to their consumers’ lives, advertising as we know it would be dramatically different.

It’s no surprise that experiential marketing has become a staple in the marketing mix of thoughtful brands – it intrinsically delivers value to consumers. When experiential marketing is designed, planned, and executed properly consumers talk – in person and via social media – about the brand experience, ultimately resulting in substantial ROI.

Generate WOM to deliver ROI.

So congratulations, Gillette!  You’ve certainly captured my attention.  While you probably didn’t design “Uncut” with experiential marketing tenets in mind, it’s clear that we share a fundamental approach to winning the hearts and minds (and buying power) of consumers.  Any time you want to talk, I’ll be backstage getting ready for the curtain to rise.

Mark Hoppus, Blink 182