Category Archives: marketing

On this page:
  • What I learned from The Art of Marketing
  • Comedy and self-promotion
  • The great laptop ad campaign
  • Starting your own business
  • Building a community
  • Win-win-win: The power of asking

What I learned from The Art of Marketing

I learned a lot from the Art of Marketing conference even before it started. To take advantage of someone else’s affiliate link discount and the group ticket purchase, I coordinated a group purchase with two friends, saving ourselves $100 each. It was easier than I expected, thanks to the joys of broadcasting on Twitter and receiving money through Interac.

CONTENT

Mitch Joel: New media isn’t like old media. Why are we still using old-media paradigms of broadcasting? Reboot your marketing. Interesting stories/points: Burning the ships, SnapTell, more grandparents than high school students (comments point out logical flaws in the headline, though), 40% sleeping while watching TV, negative review converts more readily to a sale, semantics: negative review can be great, 20% completely new searches on Google every day, Journey and Arnel Pineda

Seth Godin: Be an artist instead of a cog. Solve interesting problems. Risk getting booed off the stage. Invent the next step. Work around your lizard brain. Characteristics of indispensable people: connected, creative, able to handle complexity, good at leading tribes, inspiring, have deep domain knowledge, passionate. Ship. Thrash at the beginning, not the end. People say: we need you to lead us. Work can be a platform to create art.

Sally Hogshead: Factors of fascination: Mystique, power, lust, prestige, alarm, vice, trust. People will spend a lot on things that are fascinating or things that help them become fascinating.

James Othmer: Not about campaigns, it’s about commitments. Persuasion – voice – engagement – immersion. Create a story that invites people in. Learn from movies and entertainment. Pay attention to continuity. Create a story that hangs together.

Max Lenderman: Be compelling, contextual, visceral. Story about skits in rural India, virtual ary, branded spaces, Camp Jeep, Flame (Whopper perfume), Kwik-E mart (7-11), Tide free laundry

Dan Heath: Change: Find the bright spots. Not recipe, but process. Skip true but useless knowledge. Focus on the signs of hope. What’s working right now and how can we do more of it? Direct the rider, motivate the elephant, shape the path. We change behavior by working with the elephant. See – feel – change. Find the feeling. Shape the path: Tweak the environment. Amsterdam urinal spillage story (fly). Most people try to change 5-7 times before they succeed. What makes you think you’ll get it on the first try?

PRESENTATION

Video can be a shortcut for sharing emotional stories.

Slick ad-like animations (soundtrack only, no voice) detract, though. The shift in attention is a jarring.

Some professional speakers read slides, apologize for themselves, turn their backs on the audience, have low-contrast slides, use ineffective fonts, use jargon, get lost without notes… Plenty of opportunities here.

Big difference between people who give lots of presentations (ex: Seth Godin, Dan Heath, Mitch Joel) and people who haven’t given as many.

Vivid language, metaphors, stories, funny pictures = awesome.

Key message and simple framework essential for helping people follow what you’re saying.

Good talks are focused on you, not the speaker.

Well-chosen transitions/animations make a presentation look extra-polished. (Dan Heath – good example.)

Meta

1600 people filled the auditorium. Lots of need for insight.

Choice of topics shows that audience is still mostly struggling with shift to digital.

Advantages of attending conference over reading business books: see what speakers focus on, watch videos illustrating stories, pick up presentation tips.

Got so tempted to dig into some presentations and experiment with their structures. May want to turn that into presentation coaching someday.

I liked Dan Heath’s content the most. I like Dan’s presentation style and Seth’s presentation style about evenly.

Next actions for me: Track down stories they shared; collect interesting stories, videos, and pictures; continue learning and sharing material.

Comedy and self-promotion

We headed out for taco salads and soup at the Easy Restaurant on King Street after our last class of improv comedy. My three classmates and the teacher were all deeply into the Toronto improv and sketch comedy scene. I was the lone non-comedian, and I got a fascinating glimpse into that world.

They talked about the awkwardness of telling non-comedians about your interests. When the conversation turns to what people do, they feel that people who are outside the comedy scene just don’t get it, saying: “Oh, you’re a comedian? Tell me a joke.” One of my classmates said that this was probably why practically all her friends are also in the comedy scene. I wonder if they also have problems with the echo chamber effect that we see online, when people end up talking only to people like them.

They talked about the challenges facing the Toronto comedy scene. There are lots of stand-up rooms in Toronto where people can practise their material, but attendance is hit-or-miss. If you liked a specific comedian, it was hard to find out when and where they’d perform next. Shows were better publicized, but individuals were hard to track. I asked them if it was a matter of marketing. To me, it seemed obvious: if you were starting out as a stand-up comedian or an improv comedy performer, why not make it easier for people to find out when you’d be performing next, and share your adventures along the way?

They reacted strongly against the idea of self-promotion. To them, the idea of an amateur having business cards, a website, or a Facebook fanpage smacked of pretentiousness. It was okay if you’d done a number of well-received shows, or had some kind of national profile. If you were just starting out, you needed to know your place.

I found that really interesting because we run into the same social norms against self-promotion in different business cultures, and it can get in the way of connecting.

I think people do want to keep an eye out for teams and people they like. Facebook’s use of “Fan” might turn people off, so they’d need a more neutral space that can keep track of teams, individuals, shows, and locations. It would be a natural fit for Facebook integration, calendar exports, RSS feeds, and mailing lists. You could probably build the whole thing using out-of-the-box Drupal and the Content Creation Kit. Data entry would have to be done manually for a while (listings from Now Toronto and from the major venues?), but it might eventually grow into something that people can update on their own.

I don’t see people paying to use a service like this, but it might be supported by advertising (and perhaps a share of ticket sales, if you have an e-commerce system tied into venues’ ticketing).

In terms of marketing, you’d probably approach venues that don’t have event lists, as well as teams and individuals. Teams and individuals would be your primary channel for marketing. You could also offer a badge for venues, teams, and individuals in order to advertise upcoming shows, and pre-designed flyers (like what Meetup now does), and provide webpages for people who don’t have their personal sites set up yet. Posters near established comedy venues would be good, too, and hand-outs given to people in line. Business cards might be interesting too.

A business idea for someone who’s really interested in the comedy scene, perhaps! =)

The great laptop ad campaign

BarCampEarthToronto was a blast, and so was my laptop ad campaign.

It didn’t generate any qualified leads, but it did get Orange & Bronze and WordPress.org some warm-and-fuzzy feelings, and now it’s a good story.

It’s about time that we stopped advertising just Apple or Dell. ;) Do something creative with your laptop cover! Double-sided tape peels off quite cleanly, so go do something funky with it! =)

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Starting your own business

@BarCampEarthToronto, Brooke Gordon, serial entrepreneur

  • Business plan. You are trading money for value. You need to be able to clearly articulate what you are translating money into. If you can’t articulate that clearly to friends and family, you will never be able to do that for investors or customers.
  • Find a mentor. Ask your professors who they know. Go to your local business development center. Find people who have started their own company. You’ll be shocked at how many people will spend half an hour talking to you. Camaraderie. If you ask for help, you will find help. You’ll probably find someone who can share with you best practices.
  • A business is a business is a business. Get yourself an accountant. Make sure that you’re following all of the business rules that apply to the industry. Find out what all the tax rules are and the task breaks are. There are some absolutely fantastic R&D tax credits that people don’t know about. I tried doing the books myself when I was starting out, and that’s a mistake, at least for the first time. Make sure that your accountant knows small business. Whatever you get, make sure you ask for a receipt. You must have copies of receipts. Keep good records of things. That’s what your accountant is there to help you with – your industry. Any time you ever hire someone, interview them, and interview more than one person. Do your due diligence. There’s a lot of risk, but there’s so much reward. You want to mitigate that risk. When you’re doing that mentorship, ask around. Do not ask a corporation. Ask other people who have their own business. Ask for referrals and references. Ask!
  • Do a lot of time at first with your wording. Value proposition. Your company name is an important thing. Try and think about things like common misspellings, pronounciation misspellings, how you want to be perceived. Everything you do, you test. Whatever you choose to do, write it down, go and tell someone. Take someone out for coffee and say “Here are my thoughts; what do you think?” Constantly ask, ask for genuine feedback, and ask for honest criticism. People you trust care about you and don’t want to see you fail. Other people aren’t going to give you that feedback. Good or bad, thank them for it, and take it to heart.
  • Don’t use your name as your company name.
  • There are free seminars that you have access to that you wouldn’t believe. Go to learn and listen and connect. Be very open to that and continue going. There are lots of things out there for free.
  • Government grants and loans for people under 29!
  • Check out TD and Royal Bank for programs for small businesses. They can mitigate their risk if they act as advisors. Don’t discount your bank.
  • Networking. Part of the reason why Dana and I met. Bag design. Women’s networking group.
  • BNI. Business Networking International. Givers gain. When you go to a networking group, don’t just talk – listen. Introduce yourself not just with your name, but with what you do.
  • “So, tell me about your business.” You can tell a lot about a business by how well they can articulate their value. “What do clients of yours look like?” Keep thinking about how your clients might be good clients for them. That’s what networking is.
  • For example, our value is phased implementations for projects.

Know what your value is. Know what your customer looks like. Create
scenarios. Find out what a typical customer looks like, so you can
tell other people what you look like. Make sure that you get involved
in networking. Get those government resources.

Dana: Clients.

  • People respond when you’re not aggressive or overbearing. Your product is not impressive. Treat people as people, not sales.
  • Keep a client database. I used to work for a customer-relationship management system. I missed it when I started my own business. I love Sugar CRM, which is online and open source. Get something so that you can keep track of your clients. Schedule your followups. That way, they don’t only hear from you when you’re asking for money. You want to show that you care about them. Make sure your clients feel valued. Send an actual paper thank-you.
  • You don’t want to be too close to your client also, because sometimes you have to say no. You really should say no. A project that you thought you should’ve said no will drag you down and kill you. If you have that feeling, don’t do it. Or get really good specs.
  • Get a lawyer to review your contracts. Do not do this yourself.
  • Put everything you can on paper before you implement it.
  • Protect yourself with sign-offs.
  • Don’t go into business with friends, if you can help it.
  • Go through scenarios in order to mitigate risk.
  • Engineering entrepreneurship and education at McMasters! Experiential program. ALWAYS take notes and offer to do the first draft. Then get your lawyer’s intern to look at the stuff for you. Ask lawyers what you’ve missed.
  • Outsource your overflow capacity.
  • Know enough to know if the people you’re outsourcing to do good work.

Laptop ads sponsored by: Orange & Bronze and http://www.wordpress.org

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Building a community

@BarCampEarthToronto: Search engine optimization

Terrific idea! Ryan McKegney identified the top 1% in his RedFlagDeals.com community, rewarded them with stickers and other stuff, and encouraged them to evangelize. Great! Also, you have another 1% who want to get more involved. As for the 1% who are jerks: do things in an open and fair way. Also, keep in mind that there’s a negative response bias in large online communities. People who disagree with something will be the loudest. Takeaway: You set the tone for the site, because you are such an integral part of the community.

Random notes:
Alan Hietala talked about bridging multiple communities in World of Warcraft. Event planning for MMORPG. Heatware – independent reputation system. Jason: no one makes the first post, so you seed.. but dependency? .. Also, start with existing communities.

Laptop ads sponsored by: Orange & Bronze and http://www.wordpress.org

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Win-win-win: The power of asking

The problem with conferences is that I always, always run into
scheduling conflicts. I really, really wanted to go to the two talks
about communities, the two talks about culture, one talk about
perception, and of course I have another session to run on information
overload.

Six sessions, three time slots. Aiyah. You don’t need a CS degree to
know that’s a problem.

So I convinced Mike and Quinn to merge their talks on culture. Then I
looked for the people responsible for the meta-community talk and
asked if they could merge with Ryan’s talk about building communities.
They agreed!

I couldn’t merge with Mike’s talk – thematically different, and I’d
probably run a long conversation – but hey, that was a great win. All
the people who merged said it would be a good idea because they needed
less than an hour. Everyone else gets a nice panel. And I learned that
if you ask, people will probably say yes.

Laptop ads sponsored by: Orange & Bronze and http://www.wordpress.org

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