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Wednesday August 25, 2010  Vol. 11 # 8


Melanie Adcock talks about her sudden appointment as assistant editor of the May Report

BIGfrontier needs your votes for our panel at SXSW:  Interactive Marketing Horror stories - details below.

BIGfrontier needs your votes for our 2011 SXSW panel:

Interactive Marketing Horror Stories



We're calling on all BIGfrontier Midnight Missive readers to help us spread the word and save marketers from themselves!  Your votes will help nominate our panel to present at the 2011 SXSW event
.  But to make it happen you'll have to register and vote before  Friday, August 27, 2010.  We have made this easy for you...
Register here
Vote and add comments here


What's it all about?  Glad you asked!  

Join marketing writers and humorists Steve Lundin
, Ellis Booker (former editor of Crain's B-to-B and Richard Laermer , author of Punk Marketing and the CEO of RLMPR, for a rollicking tour through some of the most notable examples of interactive marketing programs gone awry. These incredible, disturbing, and (unintentionally) hilarious case studies will leave you scratching your head and wondering out loud: "someone actually approved AND paid for that?"

From Edelman's "WalMarting Across America" campaign that served to coin the phrase "Fake Weblog," to Pepsi's "Amp up before you score" social networking debacle, the world of interactive marketing has already yielded a rich crop of disasters to study. If anything can be learned from the numerous gaffes made by marketers, it's that mistakes are repeated. They're reported in the press and then disappear, rarely cited in marketing books or publications. Why? Because according to one panelist, "we don't like talking about the negative stuff." In short, as far as the world of marketing is concerned, "all is always well."

The lessons that these stories impart are invaluable and should not only be repeated, but analyzed (and hopefully never repeated again). Interactive Marketing Horror Stories provides an in depth look expensive mistakes, coupled with an explanation of why they happened and what we as marketers can do to avoid them. This fast moving, detailed and conversation provoking presentation will provide you with some of the most important information you can use: a way to avoid your own marketing nightmares.

Questions answered    

1. How can I take steps to insure that the messages my campaign is putting into the market won't backfire and injure the brand?

2. What happens when marketers try and generate interest around a brand using subterfuge and
deception?

3. What steps does a brand take to recover from an obvious marketing gaffe?

4. How do you know when an online branding campaign is steering off the rails into disaster?


5. Why do companies repeatedly green light marketing campaigns that are doomed to fail and cause embarrassment?

Don't deny the SXSW audience this great material - vote today!

To register:
Register here

To vote: 
Vote and add comments here






The May Report grows a second head

Melanie Adcock answers some tough questions on the future of Chicago's favorite love it or hate it tech community gossip rag.


Seven days ago Melanie Adcock was just another cat lover on Facebook.  She made the rounds at local tech events, known as the smiling, friendly woman who took pride in making people feel comfortable.  Chatty and personable, Melanie's creative  zeal colored her activities and lead to her involvement in several local arts organizations.  She would be called by a "pleaser" in Adlerian psychology and a "giver" by the rest of the world.  In short, she is the polar opposite of Ron May, who has famously quipped, "the May Report has no friends."  Yet on Friday, August 20, Ron announced in his Report that Melanie Adcock would become his new assistant editor. 


The news was as much of a surprise to Adcock as it was to the Report's readers, and something she immediately embraced and touted on her Facebook page.  Adcock is a relative newcomer to Chicago's tech scene, which may prove to be a good thing, because she is not burdened with the baggage and demons that have haunted Ron's Report like the grim ghosts of Christmas past.  Clues to how the May/Adcock oil and water pairing will play out may be found in this exclusive BIGfrontier interview.


Are you looking forward to working with Ron?
I wasn't expecting to be appointed assistant editor, so it came as a surprise.  I think Ron and I have a lot of complimentary personality traits and skills as well as many significant differences- it's a good match.  We are both passionate about high tech and care about the local industry.


Do the names David Jacobson, Katherine Gehl, Josh Schneider or Walt Winkleman mean anything to you?
No, I never heard of any of them.  


How long in have you been involved with the technology industry?
I've been working in Chicago high tech since early 2005.  I have a Master's degree in fine arts and visual communications and was a design teacher at the International Academy of Design and Technology. I love teaching but have been working technology sales for awhile.  Anyone can check out my complete resume on Linkedin.


I infer that you'll be bringing a new perspective to the scene.  What will you be doing for the Report?
Going to events - talking about them, writing about them; I have already been doing it for fun and for business development.  I like meeting people.  


Has any of your writing been published before?
Yes, I've contributed material to fine arts magazines. I'm used to working for free and I'm not getting paid to work for Ron.  I will volunteer for things that I'm passionate about.  I'm also in charge of the PR committee for ARC galleries - I do that because it's a cooperative for something I care about.


Will NOT being Ron get you into places that Ron is banned from?
Absolutely - I'm going to the ITA tonight and I recently spoke there; I have a great relationship with them. 


How is your style for getting information going to be different than Ron's?
I'm not as confrontational as Ron - I'm sweet and kind - and have a presence that people like.   Ron has made enemies - but I like to think that I can be on better footing with people - so I am a fresh perspective and want to add something new and different.


It sounds like you're interested in helping, is that what the Report is known for?
Ron has upset a lot of people - including me.  Several years ago he told me I'm a terrible person to be networking because I'm nice and there's no real reason to know me.  I thought about that - and he was right - there was no real reason to for me to network - but it made me think - there probably are reasons why people should know me.  And so I changed - I made reasons for people to know me.  His advice was not meant to hurt my feelings, but it did, and it also helped me.  The things that he says are intended to help - but in his own way.  


Ron typically goes to events looking for dirt - is that going to be your agenda?
I like to hear what's going on - some of it could be gossip; there is always the possibility that you can find it.  


Could any of this change the nature of the Report?
Sure - why not.  Change is good.  Just the fact that he wants a new voice means that he's open to change.  I hope things will be more positive through balance.  I want to inspire people - help them - make them laugh - give people something to read.  People read the Report to see that if they're in it or not.  That's his style.  I don't think I'll be like that.


If Ron dropped dead tomorrow would you be in charge of the Report?
I have not discussed that with him - so I don't know.  I will have an answer for that in the next couple of weeks.  


Would you want to run it if you could?
Sure - it's like being called to service; when I taught I felt the same way.


Are there any bad guys in Chicago's high tech community?
Of course - those people can be under the radar - they can appear as friends or leaders. 


Are there any assignments that you'd turn down?
Yes, anything that endangered my safety.


Like working with Ron?  Does this job give you immunity from being hit by his cane?
I don't know.  I haven't tested it yet, so let's hope so!







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