aaron perlut #iabclda

BREAKING THROUGH THE CLUTTERIn today’s increasingly complex media environmentBREAKING THROUGH THE CLUTTERIn today’s increasingly complex media environment

@AaronPerlut@AaronPerlut@AaronPerlut@AaronPerlutStarted in TV 20 years ago. Started in TV 20 years ago.

Consume irresponsible volumes of bacon.Consume irresponsible volumes of bacon.

Self loathing “PR guy.”Self loathing “PR guy.”

Recognized facial hair culture expert.Recognized facial hair culture expert.

Write for Forbes and ESPN.com.Write for Forbes and ESPN.com.

Periodically smell terrific.Periodically smell terrific.

Currently manage comms in odd mix of spaces: Currently manage comms in odd mix of spaces: cable/internet/phone, financial svcs, solar, taxes, cable/internet/phone, financial svcs, solar, taxes, NFL, men’s grooming, big data technology.NFL, men’s grooming, big data technology.

Dress like a Panda once weekly.Dress like a Panda once weekly.

20 YEAR CYCLE20 YEAR CYCLE20 YEAR CYCLE20 YEAR CYCLE1992 2012

CHAIN OF EVENTSCHAIN OF EVENTSCHAIN OF EVENTSCHAIN OF EVENTSTechnology drastically alters media Technology drastically alters media consumption habits.consumption habits.

Consumers more interested in seeing Consumers more interested in seeing what their friends are posting.what their friends are posting.

Craigslist kills newspaper revenue, Craigslist kills newspaper revenue, online ad buys and digital marketing online ad buys and digital marketing spends sap broadcast revenue. spends sap broadcast revenue.

With a smaller audience and less With a smaller audience and less revenue, traditional media begins to revenue, traditional media begins to shrink.shrink.

EARNED MEDIAEARNED MEDIAEARNED MEDIAEARNED MEDIA

KINDA WORTHLESSKINDA WORTHLESSKINDA WORTHLESSKINDA WORTHLESSNews Conference

WHAT DOES BREAK THROUGH?WHAT DOES BREAK THROUGH?WHAT DOES BREAK THROUGH?WHAT DOES BREAK THROUGH?

Deep relationships.Deep relationships.

Perfect timing.Perfect timing.

Cause / philanthropy.Cause / philanthropy.

Humor.Humor.

Story narrative.Story narrative.

Creativity.Creativity.

TRIANGULATETRIANGULATETRIANGULATETRIANGULATEThe Cycle

Create the story online, traditional media validates

offline, search elevates visibility and defines—

driving more traffic.

THE HAIRIEST CAMPAIGN EVERTHE HAIRIEST CAMPAIGN EVERTHE HAIRIEST CAMPAIGN EVERTHE HAIRIEST CAMPAIGN EVERWith a goal to increase brand engagement before tax dayWith a goal to increase brand engagement before tax day

The Narrative…The Narrative…The Narrative…The Narrative…

AMERICAN UGLINESSAMERICAN UGLINESSAMERICAN UGLINESSAMERICAN UGLINESS

In the 1960s, the U.S. In the 1960s, the U.S. government tired of hearing government tired of hearing citizens abroad referred to citizens abroad referred to as as ““Ugly AmericansUgly Americans”” and and engaged the American engaged the American Mustache Institute to Mustache Institute to improve good looks -- thus improve good looks -- thus reversing a harmful trend.reversing a harmful trend.

UPHOLDING THE PROMISEUPHOLDING THE PROMISEUPHOLDING THE PROMISEUPHOLDING THE PROMISE

• AMI improved American good looks AMI improved American good looks by 38 percent according to AMIby 38 percent according to AMI’’s s nuclear mustacheology dept.nuclear mustacheology dept.

• In the 1970s, all men had three In the 1970s, all men had three things – perm, turtleneck, mustachethings – perm, turtleneck, mustache

• But those good looks came at a But those good looks came at a price.price.

THE STACHE ACTTHE STACHE ACTTHE STACHE ACTTHE STACHE ACTGroundbreaking white paper from tax Groundbreaking white paper from tax policy professor Dr. John Yeutter of policy professor Dr. John Yeutter of Northeastern State University.Northeastern State University.

Outlined an equitable tax path toward Outlined an equitable tax path toward economic reciprocation — rewarding economic reciprocation — rewarding people who aid American good looks people who aid American good looks and the economy by embracing facial and the economy by embracing facial hair.hair.

Seeks annual $250 deduction for Seeks annual $250 deduction for expenditures on mustache grooming expenditures on mustache grooming supplies in determination of Adjusted supplies in determination of Adjusted Gross Income.Gross Income.

PRESIDENTPRESIDENT’’S DAY LAUNCHS DAY LAUNCHPRESIDENTPRESIDENT’’S DAY LAUNCHS DAY LAUNCH

NOTE: Most hypocritical moment of today’s programNOTE: Most hypocritical moment of today’s program

THE MEDIA NOTICEDTHE MEDIA NOTICEDTHE MEDIA NOTICEDTHE MEDIA NOTICED

DRIVING CONSUMERS TO H&R DRIVING CONSUMERS TO H&R BLOCKBLOCK

DRIVING CONSUMERS TO H&R DRIVING CONSUMERS TO H&R BLOCKBLOCK

WHERE WE ENTERTAINED THEMWHERE WE ENTERTAINED THEMWHERE WE ENTERTAINED THEMWHERE WE ENTERTAINED THEM

MARCHING TO THE FINISHMARCHING TO THE FINISHMARCHING TO THE FINISHMARCHING TO THE FINISH

WHY IT WORKEDWHY IT WORKEDWHY IT WORKEDWHY IT WORKEDRidiculous…..but not. Ridiculous…..but not.

Charitable. Charitable.

Funny.Funny.

Perplexing.Perplexing.

Different.Different.

Improved good looks by 38 percent.Improved good looks by 38 percent.

WHY BLOCK DID ITWHY BLOCK DID ITWHY BLOCK DID ITWHY BLOCK DID IT

Perceived as a stodgy, older brand.Perceived as a stodgy, older brand.

Little recognition amongst 21-35-year-Little recognition amongst 21-35-year-olds.olds.

Connect with the demographic on Connect with the demographic on their turf, in their tone. their turf, in their tone.

Improve overall brand perception. Improve overall brand perception.

Creative push though tax season.Creative push though tax season.

Improve good looks by 38 percent.Improve good looks by 38 percent.

100,000 monthly unique visitors to 100,000 monthly unique visitors to AmericanMustacheInstitute.org. AmericanMustacheInstitute.org.

Content focuses on humor-based Content focuses on humor-based facial hair advocacy. facial hair advocacy.

85 percent of site traffic is male 21-85 percent of site traffic is male 21-35.35.

Heavily engaged and mobilized Heavily engaged and mobilized social media fans.social media fans.

More than 1 billion media More than 1 billion media impressions over a four-year span.impressions over a four-year span.

WHY BLOCK DID ITWHY BLOCK DID ITWHY BLOCK DID ITWHY BLOCK DID IT

NO, REALLYNO, REALLYNO, REALLYNO, REALLY

OUTSIDE PERSPECTIVEOUTSIDE PERSPECTIVEOUTSIDE PERSPECTIVEOUTSIDE PERSPECTIVE

• Forbes: Forbes: “Since the endorsement announcement in mid-“Since the endorsement announcement in mid-

February, along with the supported cause, Buzz for the February, along with the supported cause, Buzz for the

brand among young and middle-aged adults has brand among young and middle-aged adults has

increased. Among adults 18-49, H&R Block’s Buzz score increased. Among adults 18-49, H&R Block’s Buzz score

has jumped from 6 to 20 by the end of February.”has jumped from 6 to 20 by the end of February.”

• Ragan’s PR Daily: Ragan’s PR Daily: “This campaign uses Facebook and “This campaign uses Facebook and

word of mouth marketing in some interesting ways, but its word of mouth marketing in some interesting ways, but its

genius lies in its insight into its audience's behavior.”genius lies in its insight into its audience's behavior.”

• Jason Falls: “It is, quite frankly, a milestone in content Jason Falls: “It is, quite frankly, a milestone in content

marketing. A big, successful corporation is breaking the marketing. A big, successful corporation is breaking the

mold of its own, traditional voice and showing a ton of mold of its own, traditional voice and showing a ton of

personality.”personality.”

SURFACE RESULTSSURFACE RESULTSSURFACE RESULTSSURFACE RESULTS

255 MILLION media impressions.255 MILLION media impressions.

91 major national media 91 major national media placements.placements.

50,000 visits to the Facebook 50,000 visits to the Facebook application. application.

157,000 separate points of 157,000 separate points of engagementengagement

Good looks all around. Good looks all around.

WORD OF MOUTHWORD OF MOUTHWORD OF MOUTHWORD OF MOUTH

Turbotax parent co. Intuit had its share Turbotax parent co. Intuit had its share price downgraded by analysts due to price downgraded by analysts due to

increased marketing efforts by increased marketing efforts by competitors including H&R Block.competitors including H&R Block.

H&R Block processed more tax returns H&R Block processed more tax returns than anytime in its history, a 4.5 than anytime in its history, a 4.5

percent sales increase from 2011.percent sales increase from 2011.

MY WORTHLESS OPINIONMY WORTHLESS OPINIONMY WORTHLESS OPINIONMY WORTHLESS OPINION

Block and tackle PR tactics don’t cut it today.Block and tackle PR tactics don’t cut it today.

Relationships remain invaluable.Relationships remain invaluable.

Creative thinking and humor can go a long way Creative thinking and humor can go a long way if used appropriately.if used appropriately.

Triangulate – build first in digital, validate in.Triangulate – build first in digital, validate in.

Draw direct line between marketing and Draw direct line between marketing and business results.business results.

Thank YouThank YouThank YouThank You