It’s Q4 and along with it comes the seasonal “up tick” in client activity that is a tradition here in Allentown. November is, also, the home of my favorite Holiday, Thanksgiving. It is the one holiday that is little affected by consumerism, though Christmas has done a great job of stepping all over it. And I would like to meet the person who created the moniker, "Black Friday," if for no other reason than to deliver my disdain in the form of a quick shot to their jaw. What a depressing branding of an otherwise great holiday; even if it is a godsend for retailers.

We’re enjoying some great stuff. Kelly has settled in and is doing great. A strategic partnership with niche social media OpMom.com is in place and you can learn all about it in this month’s edition.

We are looking to hire a Director of Sales for our Los Angeles office, so dust off your resume if you think you have what it takes. :-)

And I have much to be thankful for. Hope you do, too.

All the best to you,

John W. King

PS One in the Lucid team is about to add a newborn. The office pool favors a 7lb. 14oz. boy on December 4th. If you know Dawn, I thinkyou will agree that it couldn’t happen to a nicer person.  

• lucid news
  Lucid & Operation Mom Announce Partnership

Hiring: Director of Sales

• lucid analysis
  Leaders - by Kevin Burke
  
  
  

Lucid & Operation Mom Announce Partnership

OpMom.com has launched a groundbreaking partnership with Lucid.  The two firms are jointly developing the latest in conversational marketing techniques to redefine how companies will reach moms in the social media sphere. 

OpMom.com is unique in that it integrates innovative organizational tools with an online social networking community for moms.  OpMom members can manage their personal & group calendars, family health information, plus organize and share their favorite local service providers, travel itineraries, recipes, party plans and more.  Users can also create "MomCircle" groups, which are full-featured mini-communities for a mom to organize their offline groups and connect around shared interests.  

"The partnership with Lucid is a perfect match for OpMom's novel approach to connecting moms," said Carrie Pacini, CEO of Opmom.com. "We put extensive research into how moms connect with each other in their usual, offline lives. Moms find the support system of other moms invaluable. The OpMom community is built around connecting moms with each other, to help them manage the everyday responsibilities and challenges they face. And the team at Lucid is known nationally for their ability to connect with brands that have this mission in mind."

Kevin Burke, Lucid's CEO and Founder, sees the partnership as a natural fit.  "We are thrilled to have partnered with a Web 2.0 innovator like OpMom.com," he said.  "Both companies share a common vision for bringing moms together in engaging ways, and helping brands connect with them in a contextual setting. OpMom.com is a strong player on the frontier of this new arena."

There is a trend moving towards using conversational and behavioral marketing in social networks like Facebook. OpMom's targeted niche approach takes it a step further, adding significant value for brands trying to reach moms.

John King, Lucid's President, agrees, "This is another significant step in us taking a leadership position in the social marketing space."


About Carrie Pacini, CEO OpMom.com
After ten years in the technology world with companies like Idea.com, Compaq Computer Corp., and now Hewlett Packard, Carrie assembled a seasoned team and developed  "Operation Mom."  OpMom.com has been lauded as one of the most exciting new web offerings for moms in years and was recently recognized as one of the "Most Promising" startups at the 2007 Rice Alliance IT & Web 2.0 Venture Forum.

Hiring: Director of Sales

We are looking for a fresh thinking, hands-on sales professional, with proven success in finding new business and growing existing relationships with consumer market-facing companies.

Learn More & Apply Here

Leaders

I've seen a LOT of presentations on the marketing and media conference circuit lately, attending M2Moms, Media Magazine's Forecast 2008, and ad-tech NYC. Lots of case studies. Much pontification. I am not in any way considered with the elite presenters and I must applaud those that take to the task with a genuine objective and story. Still, many would cause even the most loyal Starbuck's customer, Venti in-hand, a long yawn.  As always, it’s an equal split between content and presentation style.  And that’s the risk they take, be good or earn disinterest.

There were exceptions, three of which stand out – one from each of the aforementioned conferences.  If you get the chance, listen in. The story and delivery are engaging. I offer my notes as follow.

Ad-tech NYC
Nick Brien, Worldwide Chief Executive Officer, Universal McCann
The changes in the marketing world that we are experiencing are not about new media, but about new marketing.  Marketers previously operated in a mode that only required persuasion.  Today, persuasion is still important, but influence is more valuable.  This new marketing reality requires new agency models.

M2Moms 2007
Michael McNally, Brand Relations Director, LEGO Systems, Inc.
Lego, a well-established and respected brand that has traditionally focused their marketing efforts on kids, and not parents, had a breakthrough.  They know that moms and dads are the buyers, but they learned it was for different reasons.  The Lego brand value had distinct appeal for each.  Lego moms are “Providers”,  Value Conscious, Wishlist Purchasers, and focused on DEVELOPMENT.  While Lego dads are “Playmakers”, Nostalgics, Purchasers, and focused on FUN.  One message doesn’t always work, and Lego designed different messaging and experiences for each that spoke to their individual motivations.

Media Magazine's Forecast 2008
Rishad Tobaccowala, CEO, Denuo & Chief Innovation Officer Publicis Group
Rashad's presentation, “For Big Media Companies it’s the End Of The World As They / We Know It” explained in a concise fashion how the Big Bang of the Internet has created disarray across many industries.  We are in a time of disruption where a fresh sheet of paper approach to organizational structure and ways of working is essential because the future does not fit into the containers of the past. (love that quote.)

These three are clearly at the top of their games.  Their content was excellent and presentation skills superb.  More importantly they are clearly defining themselves as leaders.  They are stepping up at a time when many marketers wish they could turn the clock back to a more simple time.  All three clearly embrace change, enjoy it, and know how to use it to help others.  

With 2008 nearly upon us, the marketing world has never been in greater disarray. (Popular pontification topic here…) And it's not a bad thing; it’s just a fact.  It's not getting easier, just faster, more exciting with different challenges and opportunities.  Fortunately there are leaders mixed in amongst us that understand change, can effectively explain the meaning to us and paint a vision of the opportunities…without the aid of caffeine.