Dark Marketing is slowly making its way into the advertising lexicon, and for good reason. Rock bands like Nine Inch Nails and burger giant McDonalds have unleashed its brand engagement and reinforcement capabilities with results marketing chiefs can cheer.

But, for many in the industry, the term is still more likely to conjure an image of Darth Vader opening a bag of Cool Ranch Doritos instead of what the concept delivers: legions of brand enthusiasts actively participating in an artfully designed and carefully executed brand marketing campaign that spans countries and continents.

It’s powerful stuff.

Here’s a brief primer, and, for brands that can, a “how-to-market darkly” checklist.

Let there be Light

Dark Marketing isn’t sinister, but it borders on covert. At its core is the alternative reality game (ARG), a complex, creative and purposeful scenario that brings brands to life.

ARGs are interactive narratives that comprise fiction and nonfiction, mystery and detection and scripted and unscripted activities that invite participation. The games unfold on (and are made possible by) multiple forms of traditional and online media. ARGs may use telephones, e-mail, outdoor signage, t-shirts, television, social networks, music, blogs and more to introduce an engaging storyline, motivate behavior, reveal game clues and advance the narrative in ways that hold player interest.

Take, for example, Microsoft’s “I Love Bees” campaign used to promote the launch of Halo 2, a hit video game. It’s a great illustration of how ARGs go under the radar of traditional marketing to rally consumers to the brand.

Microsoft launched the game by FedEx-ing jars of honey to several Halo players. A few days later, the promotional trailer for Halo 2 referenced a Web site, ilovebees.com/xbox.com. The Web site provided lists of pay phone numbers, GPS coordinates for the phones and times when each listed number would be called, driving the curious to find the phones and answer the calls. The calls delivered additional clues that advanced the ARG, promoted Halo 2 and reinforced the brand.

From the start of the game until its conclusion (with players earning a preview experience of the Halo 2 game), players and observers visited the I Love Bees Web site for updates on the narrative and new clues about the game. Independent Web sites and forums sprang up, generating game theories, conspiracies, storylines and, of course, marketing buzz.

Not for Everyone

ARGs work best for brands with target markets that enjoy the aspects of interactive, social games with online components. Commenting on why “I Love Bees” was so successful for Microsoft, James Hilton, creative director for AKQA, the agency that developed the ARG, said, “It worked well for Xbox because its audience is inclined to investigate further, hack into sites and solve problems.” There must be a good fit between the brand, the meaning the brand wishes to communicate, the target market and the story and plot that anchor the ARG.

After determining fit, roll up your sleeves. ARGs demand substantial work — from initial conception through planning and execution. Further, because the storyline can change depending on response from players, ARGs require agility, quick writing and responsiveness from game architects (known as puppet masters) through the game’s conclusion.

Additionally, if player response takes ARGs in unintended directions, marketers charged with tightly controlling brand meaning may find themselves taking unwanted risks.

Finally, compared to some marketing options, an ARG’s reach can be small. For example, measures of Audi’s success with an ARG referred to reaching 500,000 people. A display ad on the MySpace homepage, for example, could have reached millions. Of course, the attention and involvement components are entirely different for these two examples, and it is important to consider the entire range of benefits and disadvantages associated ARGs and other marketing activities.

Getting to the Dark Side

ARGs engage brand enthusiasts, drive publicity and create buzz. They allow brands to tell their stories creatively, interactively and virally. If you’re ready to give one a shot, follow these guidelines:

Have a story to tell. ARGs are first and foremost an interactive story that should be captivating, dynamic and inviting. Ensure that there is a clear match between the brand, the target audience and the notion of an interactive game. Plan, plan, and plan more. Begin by assessing how the ARG can facilitate accomplishment of the brand’s marketing goals. Then figure out the back story (the pregame narrative), the primary narrative, and the forward story. Perplex City (http://seasonone.perplexcitystories.com/story.html) offers a detailed overview of its architects’ planning process. Reveal the story narrative over time using obscure clues and messages that will require player interaction to decipher the scenes. Include plot lines that are nonlinear and can be revealed sporadically. The development of the narrative must not be predictable and must not rely on a linear unfolding of events to make sense. Design a story that will enhance the sense of reality in the story. Players should not be reminded of the game but should be invited to make the game part of their reality. Utilize a variety of media, and carefully design game elements to leverage the characteristics of the delivery medium. Past ARGs have utilized code on T-shirts and posters, Web sites identified in video trailers, posts to blogs, e-mail, text messages and mass media advertising. Be prepared to change the direction of the narrative in response to player input and response to past clues and events. Commit to the ARG and its management. ARGs take time and continued involvement and management as the story unfolds. Consider an agency with ARG experience, including 42 Entertainment, Mind Candy and McKinney & Silver. Measure the effectiveness of the ARG based on the objectives for the promotional campaign, not just according to game participation.

As TIVO, iPods and the Internet continue squeezing traditional advertising methods, dark marketing strategies will become a bigger part of the mix.

And for marketers that get it right, this dark side promises plenty of sun. 

©2008 Dr. Tracy L. Tuten

It seems that what emerged as sound email principles and etiquette apply just as well to email marketing. But its not just email marketing… it’s effective email marketing.

Where previously formal letters and faxes used to be the way to communicate with clients and potential customers, the shift to the ’softcopy’ world of the Web has meant that this same type of communication would have to happen in a format pertinent to this new venue. Email and email marketing asserted itself as the prime method of contact then. From brochures to customer support, everything can now take place through a few types on the keyboard and few clicks of the mouse.

However, there still is a protocol and a proper manner for effective email marketing:

- Be clear

Email is a shortened form of communication. There is no space for flowery and overtly ego-soothing language. Basic courtesy applies, like proper greetings and such, but on the whole, emails should be short and clear. Get to the point as soon as possible. Let your recipient know what is expected of him, what he stands to gain through this communication, and how he can gain it (for example, what he has to do, such as be within the first hundred to visit a site and thus earn a discount)

- Offer value, not information

Provide incentive for the email reader to read and click through. Add value to your communication. Attract and seduce. Don’t be surprised a boring, hum-drum email is deleted as soon as the recipient reads the first few lines. Entice, and do not provide too much information in the content. The website is there for this purpose. The email is for communication.

- Prefer text

Graphics take long to load and often emails with graphics and attachments are deleted immediately or go to a junk mail folder.

- Label your images if you use them.

Some people get only the text in an email in their browser. If you include graphics but fail to label them, the whole message may not make sense or the reader may not be enticed. Providing labels lets him know what stands at such a place in the message.

- Use a hook

You should aim to catch the attention of your reader from the first line itself. A good hook works then. Its message should be relevant and clear so that the customer can then immediately decide to read on or not. Remember that a reader is won through the first few lines itself.

- Support the hook

In the body of your email, use relevant information to support your hook and its message. However, be concise, as this isn’t an opportunity for an info dump. Your information should simply reinforce your hook.

- Be short and concise

Readers won’t read every word that is down in an email. They usually scan the thing in whole. Use the space you have succinctly to maximize the opportunity to grasp the reader.

- Provide the most important information first

Make efficient use of the top space of your email. Many readers read email through a preview pane. The top third of your email will be displayed in this pane, and based on this information, a reader may decide to read the full or delete the message already.

- Use a legible and easy to grasp format

- Arrange your text in a manner that is pleasant to the eye.

- Delineate text and paragraphs using hyphens or lines.

- Use legible font such as Georgia and Verdana in a readable size.

- Use bullets and lists to more clearly define your message so it can be grasped at first glance.

- Use the active voice

The active voice ‘involves’ the reader in the message and pushes him to react.

- Know your audience

And write accordingly with appropriate wording and information.

- Avoid URLs that are too long

Such addresses in emails can be difficult to click as they lose their link when they are ‘broken’ onto 2 or more lines.

Aim to have a URL on its own line. If needed, shrink the text for the link. Or you can offer the address without a hyperlink but as a ‘copy and paste’ option.

- Avoid caps and excessive use of punctuation marks

That’s basic email etiquette, which carries forward into your business communication.

- Offer an option to unsubscribe

Always offer a ‘way out’ for your recipients. An unsubscribe link is expected to be seen at the bottom of the email.

Providing your recipient with the option to continue receiving emails or to terminate the reception shows caring and courtesy to the reader.

Also ensure that an unsubscription is effective immediately.

- Easy to subscribe as well

Make it easy to subscribe as well. Provide links and offer a way to your guest book or how to provide comments and feedback. This shows consideration on your behalf.

It is also a good idea to let your readers know that they are free to forward the email as well.

- Make it easy to change subscription address

This way, if a client or recipient changes his address, he can make sure the email follows as well.

- Make good use of your subject line

The headline of your message should go in the subject box, as this is the first glimpse recipients will have to your email. Use it judiciously to convey information.

- Address your recipients by their name

This shows consideration and a personal touch. You definitely win over more people through a personalized message than through an impersonal mass bundling.

- Avoid in holiday periods

This time is often holiday from emails too, so keep email marketing communications to the minimum too.

You could however send out a message with the holiday’s greetings and best wishes.

- Consistency with corporate design

Having the same kind of layout and formatting as your website and other business communication supports ensures that someone recognizes your email at first glance too.

Once you have found the right template/format, use it every time.

- An email address that says who you are

People are more apt to trust a message with a From line containing information about who you are and where you’re from. This will also prevent your email from being listed as spam and from ending in the junk email folder.

- The landing page should fit the email and the offer

Make sure you are leading your reader to the right destination through the links provided in the message.

People hate wasting their time, and if this happens even once, you stand the risk of losing credibility.

By tailoring your landing page for links, you also make better use of your website to further engage the customer’s interest.

- Motivate newsletter sign up with a freebie or bonus

Offer something in return as an incentive. This could win you a lot of new subscriptions.

- Have good multimedia if you are using it

If you are using audio or video, make sure they are of good quality and can be accessed easily.

- Reply to requests within 24 hours

This is basically common courtesy but it pays to be recalled. Ensuring prompt replies show you care and value your customers.

- Email should be service oriented, not marketing oriented as with paper

Your aim through email marketing is to inform and provide an ‘easy’ access to your company.

- Customize so it doesn’t look like spam

Make sure your message is unique in its content and format so it isn’t brushed off as spam.

- Offer user control if possible

Wherever possible, give your reader the opportunity to tailor your communications to him. People are most apt to listen to the information they have asked for.

- Provide contact information for you

Always provide a way of contacting you. The signature in emails is one of your greatest effective email marketing assets.

By making use of these email marke

ting tips, you should be able to create a successful and effective email marketing campaign.

When I was studying theatre at Carnegie-Mellon there was a classmate who had a famous father, an opera singer well known in Europe. He was very talented and had a huge following. I heard this story about one of his opening nights while performing in a Wagnerian Opera.

Always friendly and outgoing, the tenor was chatting with someone backstage when the orchestra started playing and in the darkness the curtain went up. Obviously, he was pre-occupied with telling a joke or some story when there was a hush over the audience, total silence. Then the orchestra stopped and suddenly- hilarity. Everybody was screaming with laughter. Looking out at the almost empty stage, he realized too late that he had missed his entrance on the back of a HUGE SWAN. Without missing a beat he turned to the stage manager and asked, “When’s the next Swan?”

Often when I speak to actors I mention our upcoming NY or LA “ActorMarathons or our Sitcom, Film, Commercial bootcamps taught by celebrity guest directors I’m always amazed that so many have to think about it for a while or they ask the question, “When’s the next one?”

I wonder if they really WANT to be successful working actors or if they just want to keep doing the same old, same old- having a day job and putting off attaining their real career.

What is it that keeps good talented actors from achieving success??

Not lack of talent or training. There’s plenty of that out there. Is it fear, poverty mentality or just the disbelief that a specific opportunity would really make a difference? I don’t believe its fear. If somebody really wants something they overcome the fear whether it’s asking someone out on a date or cutting off their long hair. And it’s not lack of funds. If someone really wants something, they’ll find the money. I’ve even had actors tell me that they couldn’t afford good headshots because they had booked a vacation to the Caribbean. Somehow they found the money for the trip but not for necessary marketing tools. Gee! Priorities were off there!

I think the reason that good actors are not successful is a perception that they have a lot of time- that opportunities are plentiful and that they’ll stay young forever. PROCRASTINATION. “Oh, NEXT year I’ll go to LA to get work on a primetime show.” “I’ll get a demo reel in six months when I save some money.” “I’ll get around to taking that class next semester”. There’s an assumption that everything is on hold for them, that nothing ever changes. This is an incorrect assumption. It’s also the assumption of people who never get what they want out of life. Somehow they just miss the boat or the swan because they don’t make a COMMITTMENT.

Winners are able to make decisions FAST. They can see the “possibilities” in every opportunity so they get to that audition, hop on that plane, get there-they find a way! They COMMIT. And they have their lives set up so they can go forward. In short, they have their ducks in a row.

How do you set up your life so that you can be a winner? What “DUCKS” did you need to get in a row?

These are the 6 things WINNERS seem to have in common:

1- A SAFE PLACE TO LIVE that’s pleasant, clean, NEAT, and SAFE. Create an office, a place where you can have a computer, database and marketing tools. You are your own one-person business.

2- A SYSTEM of consistent communication with the Industry. That means that every week you DO something to further your career: a class, a professional meeting, a self-submission, updating your tools, shooting a new demo reel. WORK daily at building a career.

3- A CONSISTENT INCOME from a day or evening job to pay for marketing tools, classes and still allow the availability for auditions. If you’re broke and desperate when you go to an audition, you’ve already lost the job.

(I can’t begin to tell you the number of actors I’ve met who are always broke, can’t afford to get the tools they need or meet the top agents who could change their career/LIFE! What are they thinking??)

4- Good PERSONAL HABITS- staying physically and mentally healthy-being happy and optimistic: daily exercise, eating properly, getting enough sleep. Maybe your 9-5-er friends are able to party all weekend and show up at their offices Monday morning tired, hung over. It may not make any difference to them- they have a guaranteed weekly check. But you may have the audition of a lifetime! Looking great for that audition and having energy to spare may make the difference between a major career break and unemployment. You can’t afford to blow it. You need to COMMIT to yourself to always be in top form.

5- A MENTOR – someone to advise, encourage and inspire. Absolutely no successful person got there ALONE. Everyone needs encouragement and advice.

6- A PLAN- goals for the short term and long term and a schedule to carry them out. This includes further training, networking with industry contacts, auditioning for everything you can, developing as an actor by getting into as many shows and performance groups as possible whether you’re paid or not. Revise your plan monthly. If a market or goal isn’t working change it or change your location, tools, approach. Get advice!

OK! Here’s to hoping you get your ducks in a row so you won’t miss the boat!

Meanwhile,

Successful marketing!

Gwyn