Experience ColumbUS

On March 8 I went to the Experience Columbus Annual Meeting.

Among other awesome speeches, they also unveiled the new logo/campaign for the bicentennial.

Building the anticipation

Skyline Exhibits of Central Ohio hosted a great seminar on Sept 16, 2010.  It covered the marketing insights and ideas for a good tradeshow booth.  Here are my notes:

SESSION #1: MARKETING AT TRADE-SHOWS
Kim Allen, Sudden Impact Marketing 

Pre-show Message:
Build the whole presentation around the message
Make it easy to understand
Concise
Help people get to the show - send them tickets, tell them where your booth is located,
Buy a database or use your current list. If you are exhibiting you might have access to attendee names.
Promote your booth well in advance via multiple channels (online, direct mail, print, radio, email, etc.)
A phone campaign can go a long way.
Consider sponsoring the show, your name can then be more visible

At the show
Explore opportunities for having your name to be more than just at your booth.
The large hotels near the show might have sponsor options
get a list of attendees that are staying at the hotel
hang a banner in the hotel
sponsor doorknob hang tags
closed circuit ads

Follow-up
phone/email/visits
take notes during your conversations so when you follow-up the conversation can continue
Nurture the leads with visits and a planned follow-up schedule
Put your company name right in the subject line 

SESSION #2: LEAD MANAGEMENT
Fred Tuzzi, TriComB2B

You need a system that allows leads to come in, qualify, follow-ups

Paying for a badge scanner is a good idea

Suggested timeline:
Show
post-show email with link to micro site with mini survey.
*call them, identify if hot, cold, or non-lead
hot leads go to sales
cold leads get email a month later
Repeat*
hot to sales
cold to trash

BOOTH DESIGN
Kyle Hickman, Cult Marketing

Discover- ethnography quality trumps quantity
Develop- take info from D1 and create a brand strategy (operations, products, marketing)
Deliver- brand roadmap

Plan of attack - Establish your goals
why are you there?
what results do you want?
a plan that leads your audience towards your goal
goal options- traffic and leads, awareness, show/demo product

Message
know your audience
persuade through emotion
convince them rationally

Attract from a distance
even before they are at your booth they should want to find your booth
create visual interest

Get them inside your booth
popcorn
consider the traffic flow - there needs to be an in/out and a pit stop

Show them the way to your goal
[Christine - painting girls on hillside barn, sun in sky]
Dominant, subdominant, subordinate

Deliver the goods
Staff appropriately
make an impression
hand out efficient materials

Research
hire a third party to call your target clients and ask them who they plan to see and why
ask your clients what they liked about your booth and adjust

And to top it off, I won the raffle prize of a lunch bag from TriComB2B

The need to help

Pawan Murthy spoke at the October 5, 2010 Columbus Young Professionals networking breakfast, here are my notes.

Psychological Egoism - there is no deed that is unselfish (selfless)

I am ok with this theory. If everyone did this and realized it was beneficial, it would happen a lot more often.

Steve Geyer, Founder Shadowbox

The people who know you denots the currency of your success (quality  and quantity, ex: 1M pesos vs 10USD)

Dont put all your emotional eggs in one basket. If you spread things out when something fails all is not lost.

Guard your reputation with you life.

What struggles have you overcome?
What struggles are you working to overcome?

Consider helping others out.  A good way to decide how you want to help is by reviewing the needs of persons.  Maslow's hierarchy is a framework of an individuals needs.

I wonder, is there a group hierarchy of needs framework?
Where do you help?

An Evening with Matt Groening

Matt Groening discussed his career in comics and television with Tom Gammill, an acclaimed writer/producer/cartoonist, who has written for such programs as Seinfeld, Late Night with David Letterman, and The Simpsons.

After Groening and Gammill came out, they thanked everyone for coming and introduced a video with some of their favorite clips, also it had some cool entrance music.

Groening shared some great examples of his early work on Life Is Hell and shared his inspirations.

By the end of the session they welcomed questions from the audience.  I didn't have a full idea of what I wanted to ask, but I could not resist the chance to ask something to the creator of The Simpsons.

Only moments after my question I started thinking of better questions.

• "Mr Groening, thanks for coming out tonight.  Could you share how The Simpsons has had to deal with pressure from the networks to include in-show advertising?"
• "Throughout all your experiences what has been the biggest frustration or struggle and how have you dealt with it, and what did it teach you?"

I can't recall the exact question or my phrasing, but it was something to the effect of "You had already mentioned a little about how other cartoons have been an inspiration, can you comment on how Itchy and Scratchy were created and maybe the influence of Tom and Jerry?"  

Groening responded with yeah [something, something]  and then I asked if they ever really completed an episode - especially the one when the nerds unplugged the TV.  He's tried to pitch a full episode of Itchy and Scratchy but it was not received well by the other writers, and so they have never written an full episode.

Here is a follow-up article by the Dispatch

Ohio Department of Development Export Awards Luncheon

Ohio DOD Global Export Awards luncheon.

One of the honorees was the Columbus Washboard Company.  I was entertained to learn that they are the last US manufacturer of washboards.

Digital non conference 9-22-10

Notes from September 22, 2010 Digital Non-conference lunch discussion panel (left to right):

• Dave Knox- CMO, Rockfish (moderator)
• America Ferrera - "Ugly Betty"
• Pete Blackshaw - EVP Digital Strategic Services, Nielsen Online
• Drew Buckley- COO, Electus 

Some interesting stats from a video by Nielsen Catalina Ventures

• 59% of us families use TV and the net simultaneously
• By 2020 less than 30% of us households will have kids and most will be multicultural
• 1 in 4 ppl have access to a pc in world

How will the telenovela change things?

BUCKLEY: The Hispanic audience in LA is greater than the population of Chicago. We have to consider building entertainment beyond Univision or Telemundo. So we took the concept of "Pedro and Maria" to MTV. 

But there are problems with who gets the international rights. The network wants rights to produce the concept or shows in order to develop varaiations abroad.

What does digital media do to help you sell?

FERRERA:  The content has to be good first and foremost.  I didn't have choice of having a digital image or not, it was more so deciding to manage it or not.  For example: my friends would text and say, "I'm following you [on Twitter]" and I didn't even know what they meant at the time.   

Digital media has really helped me stay in touch with the fan base.  For example: on my birthday I would say to my fans, "for my bday donate a few bucks to this fund to build schools."   

Pedro and Maria is a great example to develop mainstream shows.  Growing up I was a Latina, but at the same time I was a Latina-teen in a USA surrounding.  

What impact do you see digital involvement impacting success of brands?

BUCKLEY: Fred was successful on YouTube so execs took him and developed his work into traditional media.  It was a risk to take digital to television, but the reality is, is that he brought the viewers.   

A big question is, how do you get the two connected?   Fantasy football has what it takes, since guys are interested to watch on TV and track on-line.

BLACKSHAW: The trifecta of paid media was this year: olympics, soccer, super bowl

BUCKLEY: Fan clubs don't have presidents (or leadership) it is self-lead and evolves all on it's own.

FERRERA: I recently did the first FaceBook talk show about the Dry Land and thousands of people now know about an independent film which otherwise they may not have learned of it since there was no marketing dollars available.

Having the status updates come from the source as opposed to a fan club president garners a much better response.

What do you see the role of brands in future entertainment?

BUCKLEY: It will be hard for brands to reach consumers via broadcast.  Keep in mind Twitter was not part of our lexicon 2008.  The goal then is to identify the solid story so branding can be built upon it.

BLACKSHAW:  Brands will evolve into more of an experience.

AUDIENCE QUESTIONS:
What would you have done differently in franchising biggest lose?

BUCKLEY: The Biggest Loser started working with Subway and 24/7 Fitness and other sponsors and help them get media buys.

How do you balance authenticity of a personal brand versus a "faceless" brand?

BLACKSHAW:  How to stay authentic? I make sure I believe in the content and It will be good.  If you compromise the show with poor brand content it will for sure get you.

How do address the negative things in social media?

BLACKSHAW: I don't address them, rather I move toward the things that are popular. It was scary to put myself out there since there were not boundaries. When something bad does happen usually the other fans attack the villan

BUCKLEY:  Sometimes the best approach for monitoring social media is to let it float (whether good or bad), and see where it goes.

How will the social-media interactions play out on Pedro and Maria?

BUCKLEY: We are just getting into the planning and development and writing, butt it will cover things like advising/deciding what music will play when they first kiss.  Just like The Hills decision of LC going to France vs staying with boy friend.

Population of Hispanic in LA is equal to the population of Chicago. How will you balance the need for local markets (ex Midwest, east cost)?

BUCKLEY:  It doesn't mean that it is just in south west. It has to be about content, the fact that they are Latino is nonessential.

BLACKSHAW:  Most people have an latent desire to be Latino.

--

The discussion panel was really enjoyable and it opened my eyes to the trends of where television shows are headed.  I plan to attend the full non-conference next year.

Cats and Dogs

The Siberian Lynx has the largest hind leg among the felines. When running on snow the unique leg allows weight to be distributed over more area (much like a snow shoe) this trait is especially beneficial when chasing fast food.

At this moment this frisky feline noticed was eyeing the dingo, the zookeeper said the Lynx would be very happy to take the canine to dinner (if you know what I mean.)

I got to see these animals and a few other while at the National Multiple Sclerosis Society Dinner of Champions which was held at the Columbus Zoo.

Congratulations to Jack Hanna for being named Columbus Dinner of Champions Honoree.

Friday was on fire

Sarah and I made the trip downtown for the free show of WaterFire and Ballet Met's preview show. It was a lot of fun.

The Ohio State Fair

My little lamb, petting a little lamb.

Monkey see, monkey doo-doo

According to their style, Nick and Heidi tossed sock monkeys to the single crowd instead of the traditional bouquet and garter.  Great ceremony, fun reception, wonderful couple. We wish you the best in Arizona.

Governor's mansion visit 2010

The Young Professionals of Ohio were welcomed to the Governor's mansion for a picnic, June 2010. Yvette McGee Brown, Rob Davlin, Gov. Ted Strickland, Derek Grosso, Richard Cordray.

Zing-Zang-Zoom

At the last minute a good friend passed some Barnum and Bailey Circus tickets our way. We felt like kids again.

I have discovered something that I am sure the Circus talent has been doing for a long time now, and if not - they should. During the night incredible acts were performed with unique skill that captured the most of the audience's attention. However, it was in the brief moments that their balance was off and with arms flailing it brought you to the edge of your seat. Whether they do this on purpose or not those are the moments I was most engaged and entertained.

Don't let Mr. Gravity bring you down.

Words of wisdom from ar-tic-u-la-tion

When preparing for you next presentation remember:

1. It's all about the audience
2. Don't be nervous
3. Slow it down
4. Body talk matters
5. Tell me the time, not how the watch is made

HA!

• Take a deep breath
• shrug your shoulders
• laugh out loud, you have nervousness in you body - release it through laughter

65%

• Non-verbal communication is 65% of your presentation
• eye contact, posture, clothing, facial expressions, tone/volume, hands gestures
• Avoid the ping-pong head (looking side-to side across the audience, express one thought, then switch eye contact
• Avoid moving your hands before you speak, gesture along with voice and tone

"That that is is that that is not is not"

• Speak like a sentence with punctuation, otherwise you sound really strange. "That that is, is. That that is not, is not"
• For a comma: pause
• For a period: take a breath
• After a paragraph: swallow
• Silence can be very powerful, it allows people to process what you have said

Case in Point

• Answer one question
• Highlight one point
• Then use the rest of your time to provide support to that one point

You're so trendy

Trying to identify what is coming up next with enough time to design and develop it takes some skill. You have to see what was in the past (rearview mirror) while at the same time be aware of what is currently in front of you.

This past Friday, April 16, 2010 I traveled down to Cincinnati to attend the AMA luncheon.

This month the guest speaker was Brian Meyers, LPK Trends. Brian's title is "Trend Forecaster"

My notes can hardly do the presentation justice, but here they are anyway:

What are trends?
A general direction, or movement over time They rep the evolution of ideas

Socio-cultural trends
Longer lasting ideas that represent and reflect how peoples lifestyle has changed

Once we identify a trend then we can attempt to create "Future States" Since we design for the world of tomorrow you have to "look" ahead.

6 trends that could lead to new Future States

1. Simplistic of slowdown

• VUCA (volatile, uncertain, complex, ambiguous)
• The most valuable luxury is that which cannot be replicated
  
• Purposeful accumulation
  
• Touch of the hand adds meaning and value
  
• Consumer: is no longer appropriate
• Prosumer: a combination of producer and consumer model
  
• Transumer: someone interested in "barter and share" oriented products
  
• Connoisseumer: People are well suited shoppers with refined palates who employ their expertise to evaluate value

2. Alternative Economies
People use resources differently now

• Chris Anderson - is a thought leader
• Rentalism: Why buy? Rent and/or share and collaborate on goods and services
• Example: Hilti Contractors identified that owning tools no longer had pride inmpliciy. So they started a share loan tool program - it has been very successful
• Currency limitations
• Reputation of state of account. Build on the habits of referrals, recommendations, link-throughs, retweets, etc.
• Free: Google-411 is doing phone information and they are recording voice to then build a solid voice recognition software
  

3. Maker culture
People become the own producer marketer

• Crowdsouring: Local motors sources it's design by 4000 local designers Threadless. Tshirt company that is opensource and turns into production that vote winning product.
• Desktop fabrication: Bringing rapid prototyping to people
  
• Ex - Reprap. It is a 3d printer that should hook upto the $100 laptop Electrolux molecaire. 3d printer that makes food
  

4. Robotic rivals

• Generative architecture: Software can examine the landscape and suggest an amorphous and natural shape that will match the landscape
• Shiseido makeup mirror
• Self evolving robots
  

5. Seamless online and offline reality
Digital natives are not able to answer, "how much time do you spend online or offline?"- they see it the same.

• Transmedia storytelling
• MIT scientist Henry Jenkins
  

6. Neuro printers

• Books.
• Nudge: Improving Decisions About Health, Wealth, and Happiness
• Sway: The Irresistible Pull of Irrational Behavior
• Extra sensory
• 21 senses -Electroreception; Synesthesia; Flavor tripping
  

--
Take aways:
Market or innovate with the consumer behaviors
Deconstruct communication to enable transmedia storytelling
Convert consumers into ambassadors and fans
Give consumers a platform to tell their own stories
Provide an experience for the consumer

Rick Springfield

Sarah and I went to the Rick Springfield concert at the LC Pavilion. It was pretty funny watching the older fan crowd, it was a little like the movie Music & Lyrics.

It's All About Character

During a lunch and learn hosted by Columbus Young Professionals Dr. Mike Thomson shared ways to save your sanity. These are my notes.

Dr. Mike starts out by pointing out that everyone needs to operate just like they are self-employed. You should have a sales department, a Marketing group, a Research and Development division, a production center, and most of all a quality control unit. Once you recognize the need for each of these areas then you can start to live.

Ways to Save your Sanity:

1. The only people without problems are dead.

Keep in mind that 80% of people have a JOB (just over broke) and then the remaining 20% are thinking differently.

Also you should notice that the Hearse never has a U-Haul following behind it.

2. The world is filled with a boatload of jerks

Dr. Mike shares how happy he is that these jerks are around. You see this gives you and I some advantages. The jerks are a great example. Yeah, and example of what not to be. Just watch them and then do the opposite.

3. In a tornado, even a turkey can fly.

You are never stuck unless you decide that there is no way out.

Beware the "Yeah, but ____ disease."

You are not depressed, you are depressing.

Spend only two minutes on a problem, then begin working to solve it.

The five ways to Save your Sanity:

The very contagious disease: Optimal Rectitus - otherwise known as having a crappy outlook

Good character is making good choices when no one else is watching.

Lures: Things people throw out to displace responsibility. Spit them out, it is up to you to take do everything you had control over. If other people choose not to accept their responsibility it does not automatically become yours to fix.