The Long A.A.R.M of Steve O…


Assemblage of 


Musings of an over-caffeinated, slightly ajar yet well-meaning writer/content creator and strategist.

Before I get to today’s A.A.R.M., I wanted to make reference to the title. It is merely my very SEO-unfriendly title I use from time to time when I just want to spout off on anything that’s on my mind.  Continue reading

Why Email Marketing Is Vital To A Brand’s Health

Not long ago I wrote an article entitled As If They Need It, Another Reason Brands Need To Be Mobile which essentially spelled out the fact that the most powerful brand ambassadors in the world, moms – are a very mobile demographic and if marketing & advertising folks want to succeed, they better be mobile as well.
In fact one of the things I used to make my point was this chart, courtesy of eMarketer which spells out what the activities moms most like to do via their smartphone. Pay attention to the first two. Then hold that thought. Continue reading

2014: The Year Of Living Socially?

The title of my article is a paraphrase of the title of the 1982 film The Year of Living Dangerously starring Mel Gibson. In the movie Gibson plays a young reporter who is trying to navigate the political turmoil of Indonesia. (Thank you IMDB).
Based on what I read, it appears the number of marketers who will be trying to navigate, not the turmoil, but perhaps the terrain that is marketing and advertising, will be at an all time high when it comes to their use of social media.
The “what” I am referring to is a recent eMarketer report  “ Social Media Advertising: Seven Trends for 2014″ and the ubiquitous red and black chart reflects the growing number of marketers who indeed could make 2014 the year of living socially. Continue reading

How Lowe’s, Zappos And IKEA Use Technology To Provide Added Value To Consumers

The evolution of technology within the retail and e-commerce space is shaping how consumers behave and interact with brands and savvy, smart retailers know that understanding shoppers’ behavior is key for success. These retailers realize they can utilize technology to capitalize on consumer needs and customize offerings to help significantly increase their bottom lines.

Here’s how companies are using technology to provide added value to consumers:

Improved Customer Service

It is no secret that customer service is key in sustaining business growth – especially when you consider the fact that according to a CEI Survey, 86% of buyers will pay more for a better customer experience. Continue reading

JFK Assassination: A Fable

Below is something I wrote back in 2003 and even though I don’t write much fiction these days, it is something I am very proud of and on this 50th anniversary of JFK’s assassination, I thought it a good time to share it.

I hope you like it…

Arbitro Historicus
(Witness to History)
© 2003 Steve Olenski

My name is Zachary Michael O’Neill. When I was fifteen years old, I witnessed something that forever changed my life. It is something I have kept secret to myself until now. I knew one day the time would come for me to reveal what I have kept hidden all these years. Continue reading

October Rain

This (below) is something I wrote back in 2004. I just re-discovered it after thinking I had lost it forever and I wanted to share it with you.

It is a very personal story that has to do with the experience and epiphany I received 5 years prior as a result of  my daughter being born.

Hope you like it…

October Rain
© 2004 Stephen P. Olenski
We are all conditioned at an early age on a varying and sometimes dizzying array of topics. We are conditioned to never trust strangers. We are conditioned to believe that if you do well and are good to people, you will one day make it to heaven. We are conditioned to love our mother and father; our brothers and sisters; our pets and perhaps our favorite foods. And if we are truly lucky; truly blessed; downright shined upon, we are also air-conditioned. Continue reading

The Long A.A.R.M of Steve O…


Assemblage of 


Musings of an over-caffeinated, slightly ajar yet well-meaning writer/content creator and strategist.

Before I get to today’s A.A.R.M., I wanted to make reference to the title. It is merely my very SEO-unfriendly title I use from time to time when I just want to spout off on anything that’s on my mind. 


Fans of Seinfeld, of which I am most assuredly one, will instantly recognize the name Jackie Chiles. The Johnnie Cochran-inspired attorney is one of the classic of all the Seinfeld recurring characters.

Well apparently the folks at Jim Beam feel, that despite the show being off the air for 15 years and counting, Jackie Chiles is still relevant and as such can help move product.

Oh sure there’s a philanthropic angle to this campaign but Jackie Chiles? Really?

Look don’t get me wrong, I love the character and I am as nostalgic as the next guy but why do I get the feeling this is another example of someone at the client (Jim Beam) saying to someone at their agency they’re a big Seinfeld fan and how ’bout we do something Seinfeld-related with one of their characters? 

In other words, the client likes Seinfeld. The agency wants to keep the client happy so they concoct an idea whereby they revive Jackie Chiles and thus the client can meet and mingle with someone they’ve loved, albeit a fictional character just so they can tell everyone they made a commercial with Jackie Chiles.


In keeping with the nostalgia theme the Wisconsin Department of Tourism decided they too wanted to tap into what once was and reached out to local sons the Zucker brothers to create an ad touting the benefits of visiting their great state.

The idea for the ad, cue the nostalgic theme music, is reunite two characters from their classic film, Airplane.

So the Zuckers got back together with their partner Jim Abrahams in Los Angeles recently to begin shooting the commercial which will feature Robert Hays and the legendary Kareem Abdul-Jabbar. 

Here’s some stills from the set courtesy of The Business Journal:

This is NOT the first time they’ve gone to the Airplane well, however, as this spot below which aired earlier this year starred Hays and was directed by David Zucker. 


Anyone who knows me knows that I am a firm believer in the power of social media from a branding, advertising and marketing perspective. 

However from time to time we see the dark side of social media and such was the case not long ago when Facebook inadvertently used the image of a young girl who had hung herself in a Facebook ad for a dating service.

The girl, Rehtaeh Parsons
, hung herself in April as a result of cyberbullying, according the New York Times

The NY Times article reported that the site which used the photo,, “apparently pulled news photos of Ms. Parsons off the Web after reports of her suicide and used them without authorization in the ad. The owner of the site, which has been shut down, told The Toronto Sun that he had used the photo by mistake and wasn’t aware of the girl’s background. Facebook said it had blocked the company from submitting future ads.”

In a statement following the removal of the ad in question Facebook said “This is an extremely unfortunate example of an advertiser scraping an image from the Internet and using it in their ad campaign. This is a gross violation of our ad policies and we have removed the ad and permanently deleted the advertiser’s account. We apologize for any harm this has caused.”

Look, there is enough blame to go around here. I realize Facebook has no way of knowing if an otherwise innocuous image someone submits for use in an ad is that of someone who took their own life. 

But something clearly needs to be done to ensure this never happens again.

There’s lots of smart people working at Facebook and surely they can come up with a way to prevent this from occurring in the future.