Thursday, December 9, 2010

Behind the Scenes of CNTV

We had the pleasure of producing IAEE-TV during Expo Expo in New Orleans. Our professional television crew captured highlights from the event, and posted daily news headlines online. This video gives you a quick look behind the scenes.

You can see the final product at www.iaee.com.


Thursday, December 2, 2010

Back in Action

It's been awhile since I blogged, but I have a good reason. His name is Luke. I gave birth to the newest member of the CNTV team on October 18th. This is my third child, so things have been a little crazy, to say the least.

Now, I'm back in action, and gearing up for IAEE's Expo Expo next week. It's a little soon to travel, but it's such a great opportunity to see our clients, and meet new people, I just couldn't pass it up. This year, we're producing IAEE-TV!

We're really excited about capturing video headlines from the show floor. Our headlines will be emailed to members every day, and posted on the IAEE website.

Watch for them in your inbox, and if you're going to Expo Expo-- watch for our cameras!

Monday, August 30, 2010

Giving Away Trade Secrets

From a business perspective, it might sound crazy to teach other people to do exactly what you do. Isn't that creating competition? Isn't that giving away trade secrets? The answer is yes, AND it's vital to thriving as a business.

This week, my business partner and I will be training print reporters how to do what we do. We are working with a trade publication on how to use video to cover conventions. Some would say we're nuts, because that is what our business model is based on. We both have years of experience producing television news, and that's what our clients hire us to do. If we teach print reporters to produce the videos themselves, aren't we kissing a potential client goodbye? We don't believe so, in fact, we believe we may be creating an entirely new client. That's because we are building a relationship. We are going to their office, and looking forward to showing them how to improve their shooting, how to edit more efficiently, and how to improve their on-air presentation.

I must confess that we would have been leery about teaching other people how to do what we do if we hadn't heard author and PR expert, David Meerman Scott speak a few years ago. Meerman Scott talks about the viral, online marketing, and the importance of letting go of control. You have to be willing to put your knowledge out there for others to learn.

By sharing our knowledge, we build a relationship with this publication. When they need advice, hopefully they will turn to us. If their video production grows beyond their in-house capabilities, hopefully they will call us. The editor has already asked us if they can share our agenda and notes with other publications owned by the same company. We weren't expecting that at all, and it's indirect marketing at its best.

All of that aside, it's also just the right thing to do. If we share our knowledge, perhaps they'll share theirs as well, and we all become a little smarter.

Thursday, August 12, 2010

It's amazing who you can meet on Twitter. I've met Event Professionals from around the world, and down the street.

This week, I had the pleasure of meeting Kimberly Button in person. Kim is known as @getgreenbewell on Twitter, and we connected a few weeks ago. To be honest, I had no idea where Kim lived... until she sent me a direct message. We quickly found out that we live minutes from each other, attend the same church, and have several friends in common! We met for coffee, and really hit it off.

Kim had serious health problems growing up, and believes many of them were caused by pesticides in her home. She has a passion for talking with people about how to choose the right cleaners, foods, and disinfectants, to be as safe as possible. The amazing thing is that she does it with a smile, without scaring people. It's just great information, and she has a passion for passing it on. Check out www.getgreenbewell.com, to learn more about her company, Green Well.

Our conversation energized me, and I look forward to seeing her again. Anyone who says Twitter is a waste of time isn't using it properly, it's a great way to meet people around the world... and in your own backyard.

Monday, July 19, 2010

What's your "Old Spice" Message?

Does your man smell like the Old Spice Man? Are you one of the nine million people who have logged on to You Tube to see the latest viral video attracting attention around the world? Old Spice was a dying brand-- something we bought our grandfathers for Christmas. But now, they've created a concept for a video that is defining "viral". In case you missed it, click the link below to watch. It's well worth it.

There's a great article about why it works on MSNBC. Old Spice executives planned ahead, they engaged key bloggers, they promoted the video via social media. I think anyone involved in marketing can benefit from the article. You can read it by clicking here.

I do think they missed a key, point, however. The video works because it has a message. Old Spice will make your man smell better. There it is, nice an simple. Viral videos are fantastic, but I believe they only truly work if they also deliver a message.

Video of a singing cat may very well be seen by millions of people, but what's the point? If it's nothing more than funny, it no doubt falls flat. The message is key. It needs to be simple, memorable, and something that ignites a call to action. The underlying message from the Old Spice Man is "Buy Old Spice". And indeed, people are.

While people watch the video because it's funny-- they are buying Old Spice because they remember the message. What message do you want to deliver?

Saturday, July 10, 2010

Keep It Simple So It Sticks

I'm reading the book, "Made to Stick", right now, and it's fantastic. Dan and Chip Heath wrote the book to find out why some ideas "stick", and other die. It's fascinating, and their insight can be applied to just about any idea.

The first lesson I've learned is that good ideas have to be simple. They don't mean "simple" in terms of "dumbing down", or "quick soundbites", but rather finding the single core of an idea.

The book says, "Finding the core means stripping an idea down to its most critical essence. To get to the core, we've got to weed out superfluous elements, but that's the easy part. The hard part is weeding out ideas that may be really important, but just aren't the most important idea".

What a great lesson. In other words, often deciding what you're NOT going to do, is just as important as what you're GOING to do. At Convention News Television, we're trying to apply that to the new design of our website. We started with three buyer personas to speak directly to our audience. (The idea of "buyer personas" came from David Meerman Scott... and we love it!). Our new home page used to say that CNTV creates videos for:

1. Associations
2. Trade Publications
3. Corporations

While that's true... we were listing all the available products for each persona, and it was overwhelming. We had to strip the message down to a single core idea. We're now focusing on one buyer persona: Associations.

It's been hard! We believe our company can help all three types of clients, but our website listed too many products. It was overwhelming. On our new site, we'll be focusing on ONE core idea: We produce video coverage to extend the reach of an association's annual meeting. Period.

It's a tough exercise, but one that every company should go through. What can you leave out, so your core idea is simple, clear, and easy to understand? If you simplify, your idea will be stronger, and therefore, more likely to stick.

Sunday, June 20, 2010

Perfect Vs. Good

Perfection is the enemy of good. Have you heard that one? It’s a well-known quote by French author, Volaire who lived during the early 1700’s. This quote was the topic of a discussion during the recent PCMA Education Conference in Montreal. This conversation wasn’t during a keynote, or a breakout session, but instead over dinner with my business partner. We got talking about out clients, and when we should send them a product to review—should it be “perfect” in our eyes, or just “good enough” to see if they like it. The client is always right, right??

Well, I haven’t been able to stop thinking about this. Is Perfection really the enemy of Good? As we relayed our discussion to one of the leaders of PCMA, he added another thought. Perhaps we should strive for “Optimum”, instead of settling for good, or striving for perfection. AH HA! Brilliant. I like it, and I agree.

As I did a little research about Volaire’s quote. Here’s what I found on www.famous-quotes.net:

The point is more to know when to realize that any additional effort toward improvement would result in a negligible improvement, especially in comparison to the effort required.

When you reach that point… the product is optimum. Perhaps not perfect, but as good as it can be without negligible improvement in comparison to the effort required. For me, that means knowing I have done my best, I have given it my all, and I have maintained the client’s best interests at heart. If we have done that, whether the client likes the product or not, I feel like we have done our job…. We have reached “optimum”.

When is your product optimum? Do you find yourself settling for “good enough”, or striving for perfection?

What Kind of Leader Are You?

Turns out I’m a supporting director. Sounds like a category for the Emmies, right? It’s not… it’s actually a leadership style, and just one of the many things I learned about myself at the 2010 PCMA Education Conference. What an incredible experience. About four hundred leaders from the meetings industry all descended on Montreal to network, share and learn.

One of the keynote speakers was Libby Gill, a woman who went from being a struggling actress with one line on General Hospital—to corporate communications at Universal Studios, Sony Pictures Entertainment and Turner Broadcasting. She was also the branding/PR brain behind the launch of the Dr. Phil Show. www.LibbyGill.com

Libby was energetic and fun to listen to, but more importantly, she had an important message about leadership. Not only did she stress the importance of leading at all levels, she told us how important it is to know what KIND of leader you are. Here are four styles, as she described them.

DIRECTOR: Someone who takes control
SUPPORTER: Someone who leads by encouraging others
THRILL-SEEKER: Someone who is creative and has big ideas on the front end
DATA ANALYZER: Someone who leads by using information and statistics

Obviously, no particular style is better than another. Instead, the lesson is about knowing yourself, and perhaps just as important, knowing the style of those you’re trying to lead. I would describe myself as a supporting director because I like try to encourage and empathize with my team members, but if I’m truly honest—I like to be in charge. There are positives and negatives to that. A “director” can get things done, and manage large groups, but the same person can become a pushy know-it-all very quickly!

The secret is knowing your team, allowing them to use their strengths to lead, and striking a balance.

As Libby Gill explained… If you have a new concept, and need to brainstorm—bring in the trill-seekers. Just don’t expect them to stay and clean up after the party! If you need to show a client particular return on their investment—it’s time for the data analyzers to step up to the plate. Don’t let them slow you down, however, when it’s time to implement a new plan. Each style has pluses and minutes. It’s the combination that’s key, and being willing to focus on people’s strengths.

Interesting, I’m a supporting director, and my business partner is a data analyzing thrill-seeker, so hopefully we strike a balance for the people on our team!

What kind of leader are you???

Toilet Paper and Pringles

Success often depends on toilet paper and Pringles. At least that’s what Jamie Clarke will tell you about reaching the top of Mt. Everest. The dynamic speaker was one of the highlights at the PCMA Education Conference in Montreal. Jamie did something very few people have been able to do—he stood at the top of the world. After two failed attempts, he made it to the summit of Mt. Everest, just weeks before he spoke at PCMA.

Jamie was amazing. I found myself enthralled with his presentation, both laughing out loud, and feeling the goosebumps as he told stories about his team members who almost didn’t make it home. In the middle of some of the most compelling stories I’ve ever heard, were details about the importance of toilet paper and Pringles.

Whether you’re climbing a literal mountain, or your own Everest, success is in the details.

During one of the failed attempts to the top, Jamie and his team ran out of toilet paper. Can you imagine? It’s 30 below, the wind is howling, you haven’t showered in weeks, you’re eating strange food cooked by Shurpas, and you run out of toilet paper. No doubt that mission is likely doomed. They learned from the experience, however, and packed twice as much during their second attempt to the top.

The second time—they struggled with potato chips. You see, they had packed regular potato chips in small bags, like Lays. It turns out when you’re at 15,000 feet, the air pressure makes the bags (and the chips) explode. Just picture climbing one difficult step at a time, in freezing weather, under the most treacherous of conditions, and having little bombs going off in your backpack. Terrifying. Not to mention the chips were impossible to eat. Pringles, on the other hand, are vaccuum packed. They keep their shape, and as Jamie says, “They have great karma because they’ve been spooning inside the can since they were made!”

Jamie Clarke says they made it to the summit not because of one thing, but because of a 1001 small things. It took teamwork, planning, and experience to make sure those 1001 things went right.

Isn’t that true for all of us? We all have our own Everest—and are constantly working to adjust what’s in our backpack, what tools we bring along the journey, and how we define success once we get there.

My thanks to Jamie Clarke for making the trip to Montreal, after making a trip to the top of the world. All of us us who heard your story are now inspired to climb our own Everests, and to pack toilet paper and Pringles.

Jamie is represented by Keppler Speakers. Check out his bio, and consider booking him at your next event. You'll be inspired!

Wednesday, June 9, 2010

A New Look at Generation Y

I read an interesting article in PCMA's Convene Magazine that really got me thinking. It was about Generation Y, or Millennials. The article was not only written by a twenty-something member of Gen Y, but he actually talked TO Millennials, instead of just talking ABOUT them.

I often work with young people from Generation Y, and in many ways, I can relate. I'm on the younger end of Generation X, and because I work with social media, and online technology, I feel connected to the 20-somethings.

That said, if a reference to Styx, leg warmers, or Outback Red should accidentally slip-- I'm completely out of touch. (I'm from one of the many generations that actually went to college without the internet, and grew up without cell phones!)

Anyhow-- the article debunked many of the myths I've not only heard, but I've come to believe about Generation Y. You can read the whole article at http://www.pcma.org/Convene.

It lays out several of the negative myths, along with a new way to look at things. Here are my thoughts based on the article, and the new outlook I'm determined to have.

1. Millennials believe they are "entitled". We've all heard it. This younger generation doesn't appreciate experience, they just think they can graduate, get a job, and become an expert. What I learned is that there's a flip side to this. They do not view themselves as "entitled", as much as they see themselves "motivated". These kids WANT to graduate from college, get a great job, and become a manager quickly. They are inspired to move up, and rarely settle.

2. Millennials all have ADD. You know the type. A twenty-something with an ipod bud in each ear, logged on to the internet, and updating Facebook all at the same time. Many of us would say they just can't concentrate. Many of THEM would say they've mastered the art of multi-tasking. And they're probably right. They've learned how to do many things at once, and are comfortable with constant stimulation.

3. Millennials don't commit. They are constantly on the move, and aren't willing to put in the years needed to become an expert in one particular area. The positive spin on that view is that Millennials are comfortable with change. They are constantly updating software, are not afraid of new technology, and handle new positions with ease.

This isn't just spin... it's a new way to look at the whole generation. I am going to focus on the positive, and work to engage more members of Generation Y in the coming months. I hope they do the same for those of us who grew up with Holly Hobby, Shrinky Dinks and listening to the The Outfield!

Saturday, June 5, 2010

What to ask before hiring a videographer

I was recently interviewd by Jenise Fryatt from ICON Presentations. Jenise writes a great blog called “Sound “n Sight”. She has solid, practical advice on how to use video & audio technology in the meeting industry. You can see the article here: http://ht.ly/1TjP8


At the end of the interview, Jenise asked me the following question: “If an event planner is considering whether or not to hire a company like CNTV, what questions should they be asking?”


It was a great question, and I thought I wou
ld share my answer here on my own blog. I would love to hear your feedback, and any additional questions if you think we missed anything. Thanks!


--How long will it take to produce and distribute the videos? In this day and age, viewers expect immediacy. If it takes longer than a few days, it's old news.


-- Do you charge overtime? Watch for hidden fees. Many production companies charge overtime once the videographers have worked eight hours. (We don't. We believe in setting a flat rate on the front end, and working until the job is done)


--Will I have rights to the video after the event? As the show organizer, you should have all rights to the video in the future. That way, you can use it to promote future shows.


--Who has control over the content? The show organizer should have control over the content, and should be able to review any scripts before they are sent out. If you think of a video team as a "mobile news room", the meting planner should be the "news director".


--May I see samples of your work? It's always a good idea to call a production company's clients... not just the ones listed as references. Ask for video samples, which will identify the client, so you can call the show organizer directly.

Monday, May 24, 2010

Customer Service at Its Best

Customer Service. It’s a phrase we hear all the time, but last week I had the pleasure of seeing “customer service” in action like never before. We were producing video coverage of Marriott’s “Mastering the Association Meeting Experience” in San Antonio, Texas. Marriott invites their best cutomers to this event each year for education, networking, and to show them what the hotel chain has to offer associations. From the opening keynote, we heard from excecutives talk about customer service being a top priority for Marriott. Let me tell you… they mean it.

I was impressed with every Marriott employee I met. From the woman at the front desk, to the housekeeping staff, to the general manager. They all said “hello”, smiled, and were ready to answer any questions. The waiters in the restaurant were helpful, and observant. They didn’t interrupt when we were in the middle of a conversation. Every associate was knowledgable, and went out of their way to help. When we asked where something was… they actually walked us there! It was truly “customer service” at its best.

This hotel chain also “walks the walk” when it comes to appreciating their associates. One of the vice-presidents explained that in the past year they have continued to offer health benefits to employees who only received 30 hours a week. That cost the company $1 million a month. When a company puts their wallet where their mouth is, they really mean it. There was also an emotional moment during the final general session. Executives on stage said “thank you” to all the associates who worked at the JW Marriott in San Antonio where the event was held. They formed a line at the back of the ballroom, and all walked on stage to shake their bosses hands. Music played, and the crowd gave them a standing ovation. I have no personal ties to Marriott, or any of the employees, and it was touching.

It just goes to show you that it’s not always easy to “walk the walk” when it comes to customer service. It takes focus, training, and often a financial investment. Regardless of the cost, it's worth it in the end. Just ask my new friends at Marriott.


Thursday, May 6, 2010

Small Details... Big Difference!

My husband and I recently took our kids to a hotel in Orlando for a "stay-cation" close to home. When we walked into the lobby, there were homemade chocolate chip cookies fresh from the oven! The smell was fantastic, and my kids faces' lit up like you wouldn't believe. Our short vacation started off with smiles, and I was immediately in a good mood. It's amazing what a big difference something as small as chocolate chips can make! From the hotel's point of the view, their return on investment was huge. We were satisfied customers for the cost of a cookie.

We had a similar experience going to visit some friends in a new neighborhood.
When the security guy asked me for my ID, he had lollipops for the kids. For the record, I'm not a fan of gated communities or showing my ID to visit my pals. However, I was so distracted by the lollipops, and my kids were so happy, it didn't bother me at all. That security guard turned a frustrating moment into a positive one, and now, my kids can't wait to go back!

I believe businesses of all sizes can apply this same lesson. Maybe it's not actually cookies or lollipops, but instead a small gesture to make clients feel important. Sometimes a hand-written note in the mail, or a cheerful voice on the phone can make all the difference. Even a friendly retweet on Twitter can put a potential client in a good mood, which can help build relationships. Do you have a picture of you with a client? Send it to them. Did you receive positive feedback about their event? Let them know. Can you recommend them to a friend? Go for it. It's the small extra steps that make all the difference.

What are you doing to make your clients happy, and keep the relationship positive?? I'd love to hear your suggestions!

Monday, May 3, 2010

Marketing 101

Call it "Marketing 101".

I received a call from a local university asking our company to buy ad space in their football program. We already do work for this university, and it's a smart move for them to call us. But when the woman on the other end of the phone didn't know my name, or anything about my company, I was terribly frustrated.

In this day and age, if you can't spend three minutes looking at my website, I can't find a good reason to write you a check. We are very easy to find. I'm on Twitter, my company is on Twitter, we're on Facebook, we're on Linked In, we have a website, it's really not hard to find out one or two sentences about what we do. Not to mention that our company has done work for the university in the past! We're probably in her database.

When you're calling a potential client, aren't they worth the few minutes it takes to look them up online and find out something about them? In the meetings industry, we need to know when and where the client's next meeting is.

If you follow the potential client on Twitter, you may be able to find out what that client is doing at the moment you're about the pick up the phone. Don't "go in blind". Find out about the client, know what they're doing, and let them know you cared enough to do your research. I know I will.

Friday, April 23, 2010

Are you Inspired?

When was the last time you were inspired? For me, it was at the Call to Hope breakfast for Shepherd's Hope. This organization provides free medical care for the working poor in Central Florida. With so many people out of work, and without health insurance, the need is greater than ever.

Their annual fundraising breakfast was incredible. Nearly five hundred people gathered at Church Street Station in Orlando to hear testimonials from people who have been helped by the organization. My business partner and I had the pleasure of producing this year's video featuring patients who received care from the volunteer nurses and doctors. You can watch the video by clicking here.

After the video played, the three patients were called up on stage. One of them spoke, and she was amazing. Heloisa Martins moved here from Brazil sixteen years ago. She's been working in Florida the whole time, but can't affrord health insurance. She has breast cancer, and spends her days off in chemotherapy. Heloisa credits Shepherd's Hope with saving her life. She thanked the doctors who found her tumor, the surgeon who performed the biopsy, and the donors who made it possible. Heloisa said she hoped by telling her story, she was able to help just one more person get care at Shepherd's Hope.

I realized that I was surrounded by hundreds of people who volunteer their time to help people like Heloisa. They have helped tens of thousands of patients since Shepherd's Hope was founded more than a decade ago. It's incredibly rewarding, and incredibly inspiring.

The theme for the event was "The Power of One", and they quoted Lily Tomlin who said "I always wondered why somebody didn't do something about that, then I realized I was somebody".

Each ONE of us can make a difference.

I encourage you to watch the video, and get involved. If not with Shepherd's Hope, with any organization that reaches out to those who need it most. Isn't it time you were inspired?

Monday, April 19, 2010

Letter from Orlando CVB


April 19, 2010

We have been following the unprecedented events that have forced the closure of European Air space. In our community, we have stranded travelers that have been trying to return home since Wednesday, April 14.

The Orlando/Orange County CVB would like to ask for your cooperation in assisting European travelers, by offering discounts and free admission to any United Kingdom, Irish or Continental European tourists stranded in Florida due to the interruption in international air travel caused by Icelandic volcanic ash.

Please consider offering discounts to these stranded visitors. Your help will go a long way in showing our compassion and customer service.

As proof of travelers being affected, you can ask to see their return flight ticket from Wednesday, April 14, 2010, through Wednesday, April 21, 2010, or until normal flight schedules resume.

Please reply to this communication stating what your hotel / attraction / restaurant can offer. The Orlando/Orange County CVB will communicate the information you provide to European tour operators, airlines and provide a special section on our Web site with the information.

Please send your special offer to brian.martin@orlandocvb.com.

Thank you for your help and assistance.


Warm Regards,

Gary C. Sain
President & CEO
Orlando/Orange County Convention & Visitors Bureau, Inc.

Tuesday, April 13, 2010

Ratting Out Negative Co-Workers

A memo to employees at a local Orlando television station is creating quite a stir. The news director at WKMG is planning a seminar for all employees, and asked everyone to do three things.

1. Make a list of what makes BAD television news
2. Name three people who are a positive influence on the newsroom. (He called them "battery chargers")
3. Name three people who are a negative influence on the newsroom. (He called them "battery drainers")

What?!? How exactly is that going to improve morale, and perhaps more importantly, the product? While I'm trying to be slow to judge because the seminar hasn't happened yet, I'm very skeptical. So are other employees. The memo actually got the attention of The Orlando Sentinel, as well as many tv news bloggers.

As a former Executive Producer at the Orlando NBC affiliate, I truly understand the importance of knowing about the "battery drainers". They can suck the life out of a newsroom. The issue needed to be addressed, and the problem needed to be solved. That said, I can't imagine asking fellow colleagues to essentially "rat out" the bad seeds. As a manager, it's my opinion that you should know who the "battery drainers" are because you're listening, and paying attention to what's happening in the newsroom.

A MUCH better approach would be to reward the "battery chargers", and work to make sure their positive influence spreads. Our former news director, Ed Trauschke, used to award a "Win of the Day" in every morning meeting. It was a small acknowledgement, but it went a long way to encouraging positive behavior.

I also can't figure out what good it does to point out what makes BAD television news, without pointing out what makes GREAT television news. Again, by focusing on the positive, the entire feel of the newsroom changes.

What do you think? Is there a time and place to ask employees to name those around them who are a negative influence on your organization? If not... how do you weed out the "battery drainers", and make sure you surround yourself with "battery chargers"? Would love to hear your opinions.

Monday, April 5, 2010

Using Video to Increase Attendance

If you’re a show organizer, it’s possible your entire annual budget is determined by the attendance at your annual event. That’s why it is so important to “fill the seats”, and video can help you do that.

Think about it. Imagine logging onto a website about a beach. You see paragraph after paragraph describing the sand, water and sun. There are even a few great still pictures. You might wish for a day off on the coast, but you aren’t rushing to Expedia to book your tickets.

Now imagine video of that beach scene. You’re blinded by the bright sun, you hear waves crashing on the shore, and you can almost smell the sunscreen. Jimmy Buffett music is playing in the background, and you can hear the voices of people who are having the time of their lives. Suddenly, you’re ready to book the next flight to the Caribbean.

You can put the same convincing power of video to work for you. Promotional videos encourage people to attend your annual event. When other people hear their peers talking about how the event boosted their business, and they see results, they are more likely to attend.

Here are a few tips:

-- Be Specific

Be specific, tell the viewers how this year’s event is different. Let them know what’s available, and how they will personally benefit. In fact, be VERY specific. Who is speaking? What are their topics? What current issues will be discussed? What tactical lessons will an attendee learn? Perhaps most importantly—what makes this year’s meeting different from last year’s. Many potential attendees will have to justify the cost to their managers, so you need to explain exactly what they'll be getting for the money they'll spend.

-- Use Your Assets

If you have video of past events-- excellent. If you don't, a good producer can work with still pictures and graphics. You can click here to see an example for the Professional Convention Management Association (PCMA) that incorporates graphics and testimonials from PCMA members and leaders. You can see an example here from the American Culinary Federation (ACF) that uses graphics, video and voice track. Click here for an example for the National Council of Research Administrators (NCURA) that incorporates a television professional on camera. This association only had still photos of past events, but the music, voice track and graphics bring it to life.

-- Distribution is Key

Once the video is created, distribution is key. It should be on your home page, but take the extra step. Email it to your database. Reach out to them, don’t just expect them to come to you. Also, make sure to include a link to the registration page embedded in the video, so it’s easy for viewers to sign up. Consider posting the attendance-building promotional videos to social media networks. If your members are on Facebook, post it to your page. If they are twitter fans, tweet a link.


Well-produced videos can generate a buzz, and in turn, generate people at your next event. Put the power of video to work for your organization.

Wednesday, March 24, 2010

Lessons From Bop

My grandfather was an incredible man. His name was Bob Hayes, but we all called him “Bop”. He was a business owner, worked undercover on the Manhatten Project, and was married to the same woman for 62 years. He died last week just the way he lived… peacefully, mentally sharp as a tack, and without being an imposition on anyone. He was 96 years old. Time and time again, we heard the same words used to describe him: Kind, Honest, Stable, Respectful and Faithful.

It occurred to me that the lessons I have learned from him over the years not only apply to family and friends, but to business too.

Be Kind. Bob Hayes was a soft-spoken, caring man. He was gentle, and rarely raised his voice. It seems we should all work a little harder to be that way in business. There is no need for yelling, rudeness, or cut-throat attitudes. The more we help others, the more help will come back to us in return. We’re all in this together, aren’t we?

Be Honest. If you told my grandfather a secret, he took it to his grave. He was trustworthy. He believed in the “gentlemen’s handshake”, and if he said he was going to do something—you could consider it done. I believe that colleagues and customers deserve the same honesty. If a company makes a commitment… the goal should be to overdeliver, not look for ways to cut corners. Being honest in business means being transparent, and being up front about prices, deliverables, and deadlines.

Be Stable. My grandfather’s emotional range wasn’t exactly huge… he never got really excited, and never got really depressed. He was stable. You always knew what you were going to get. Perhaps stability is more important now than ever. Do you customers always get the same service? Does your service always meet the same standard? Companies need to be stable, especially during these uncertain economic times.

Be Respectful. There were a lot of people who disagreed with Bob Hayes, but many of them were his friends for more than five decades. If he had a contrarian point of view, he wasn’t afraid to share it… but he always respected the other person’s opinion. He never tried to convince someone they were wrong, or raised his voice to prove his point. He just respectfully agreed to disagree. Wouldn’t it be a better world if that were the case more often than not?

Be Faithful. In my grandfather’s world, having faith meant having faith in God. He believed in the Lord, and read the Bible often. His faith meant the world to him. But in addition to that, people had faith in him. He sold Penn Real parts for decades, and his customers rarely went anywhere else. They knew he was dependable, and they knew they were getting a fair deal. He was faithful to his wife, to his friends, to his colleagues, and to his customers.

The lessons I learned from Bop were important when I was young, and they are important now. I hope his qualities live on through those of us knew him, and those of you who know us.

Sunday, March 14, 2010

Let Go of Control


My husband took me to see Blue Man Group at Universal Studios this weekend. Have you seen it? The best word I can come up with describe the show is: bizarre. I'm really glad we went, and it's like nothing I'd ever seen before.

Something struck me before the show began, however.
There were messages running across a digital sign at the front of the stage that continually reminded the audience not to take pictures. "Repeat after me", the sign said, "I will not take video, I will not take pictures, I will not upload to Facebook". At first I thought it was a joke. Then I realized they were delivering a serious message in a clever way. They truly do not allow any photography during Blue Man Group performances.

At that point, I couldn't get David Meerman Scott out of my mind. See, Meerman-Scott is an online marketing expert, and the author of the best-selling book, "The New Rules of Marketing and PR". He says one of the most important things you can do to market your products and services is to "let go of control".

He uses the Grateful Dead as an example. When the Dead allowed their fans to tape concerts, their popularity soared. More people gained an interest, and more people paid to see the group in concert. Instead of protecting their music... they shared it and it worked. Meerman Scott also points to Radiohead. When the band decided not to have a record label, and instead put everything online, and just ask people to donate what they thought the songs were worth: they made millions. These groups understood the concept of letting go of control.

We can all learn from these lessons. Some organizations are afraid to create Facebook pages or Twitter accounts because "someone might write something negative". Well, sure they might! But isn't is better for organization leaders to hear the negative input, respond, and solve the problem?? Living in the dark isn't going to get us anywhere.

Some organizations are also afraid to give away "company secrets" online. Heaven forbid we tell people how we do our jobs, and offer free advice. What if someone takes our ideas?? Frankly... good for them. In this age of social networking, sharing information is a must. The people who openly offer advice, tips, and inside knowledge are the ones who will succeed.

While I admit the "Blue Men" aren't having a hard time selling tickets... it seems like they could do a better job of letting go of control. I, for one, would have posted the video on this blog, on my Facebook page, and tweeted about it. If each person in the audience did that-- it's the best free advertising a company can buy.

Instant Gratification

Talk about instant gratification.

My business partner and I had a major paradigm shift one time while we were producing video coverage of the European Business Aviation Convention and Exhibition (EBACE) for Aviation International News. The editor-in-chief showed us an email from a pilot that read, “I’m flying a client from Australia to Geneva for EBACE, and I just watched the AINtv headlines. Can’t wait to get there. Keep up the good work”.

He had seen video headlines just hours after we shot them… from the cockpit! Was that really possible? Sure it was. In fact, he could have watched the event live from 30,000 feet.

It's just more evidence of the NEW information age. We can get information from hundreds of sources, at any time, in any form we choose.

It’s an important reminder for all of us when we have a message to deliver. If your message isn’t being distributed instantly, it’s old news. If it’s not available in multiple forms, on multiple platforms, it’s not really available. We have to make speed and distribution a priority to make sure the content reaches the target audience.

Depending on your audience, that could mean creating a written version, a podcast, and a video. It might mean posting the content on your website, Facebook and Twitter. It could mean communicating with your customer with emails, phone calls, and handwritten letters.

The changes in technology are fast and furious, and we have to work to keep up. If you like instant gratification, make sure that's exactly what you're giving your audience.

Tuesday, March 9, 2010

Speakers with a Purpose

Jeff Hurt would be proud. The leaders at the National Association for Business Economists selected keynote speakers for their annual meeting, that were all directly related to the economy.

In a recent blog post, Velvet Chainsaw's Jeff Hurt wrote an Open Letter to Associations questioning their selection of motivational speakers, that have no direct connection to members.

I don’t understand why you have paid five- and six-digit fees to secure marquee names like Nancy Brinker, Jeff Corwin, Bill Cosby, Nancy Grace, Jay Leno, Collin Powell, Condoleezza Rice, Barbara Walters or any other famous person. We can turn on the TV or click on a website and watch these people any time. Unless they have something specific to say to my job, my industry and my work, I don’t want to hear them. And your insistence to use them only repels me from attending these sessions.” --Jeff Hurt

While there’s no question motivational speakers are talented and interesting, Jeff has a great point—especially considering the current economic situation. Money is tight, so the speakers should add something new, and offer attendees something they can’t get anywhere else.

That’s just what NABE did. Their speakers included the Chairman of the FDIC, Members of the Federal Reserve, and Christina Romer, chair of President Obama’s economic team. Those people all contributed important information about the economy, so NABE members will leave the annual conference armed with information that will impact their careers.

Members who couldn't attend also benefited from these pertinent speakers. The organization emailed NABE-TV video highlights to their entire database. They shared the information, and likely encouraged people to attend in the future.

NABE members are facing tough times, and tough questions in their jobs. They are responsible for forecasting the economy, and are often asked about monetary policies that impact all of us. Their jobs are important, and the speakers at their annual conference reflected that.

Attendees definitely got their money's worth, and I doubt anyone missed seeing Bill Cosby.

Saturday, February 20, 2010

Hop On The (video) Bandwagon

Google’s announcement that it plans to build high-speed broadband networks that will reach never-before-seen speeds confirms the importance of online video: Now’s the time to hop on the bandwagon.

Association leaders, convention mangers and meeting planners have wet their feet with video production by showing clips during awards dinners and highlights during closing events. . Now they should be firmly establishing their organization’s video presence on the web with news highlights, features and video profiles. Here’s why. ·

Video works. It moves people on an emotional level. I’ve seen it with my own eyes. At a recent annual meeting, a video focusing on value of face-to-face events had one viewer in tears after seeing the camaraderie of familiar faces. I’ve seen the jaws drop when members see video of a spectacular networking event or witnessed the sharp banter during leadership panels.

· Message control. Event industry professionals have long been at the mercy of trade publications or outside media outlets. By producing your own video, you shape the message and ensure the video is hitting the right notes.

· Direct the distribution. By having your own video on your website, Facebook page, Twitter account and YouTube channel, you directly control timing and distribution. Videos can be emailed to association members or sponsors in sync with other marketing efforts.

· Easier than ever. In the early days of online video, people had to install special programs and wait for downloads. No more. Web browsers now work with video players in a seamless way. No special steps are required.

With Hulu, Netflix and other content-providing sites, online video’s acceptance among the masses is rapidly growing. Broadband providers, such as your cable company, have already made watching video on web possible. Google’s latest move (and those surely to come by competitors) acts as a signal that video on the web will be technically easier, more accessible and better than ever.

Why not capitalize on progress made so far? Some organizations are doing just that. Check out video coverage from the Helicopter Association International's annual convention produced for Aviation International News.
www.AINtv.com

Will your organization be next?

"Live from Heli-Expo..."

I’m in Houston covering Helicopter Association International’s Heli-Expo 2010 for Aviation International News, or AIN. (Imagine a convention center full of helicopters and pilots!)

AIN is the premiere trade publication that has been publishing print show dailies for thirty years. The organization is now committed to the future by adding a video element. We produce AINtv – news headlines from air shows around the world.

The videos are posted on www.AINtv.com and emailed to their readers—adding a whole new dimension to their coverage.

The advertisers seem to like it as well. Eurocopter is the sponsor of AINtv here at Heli-Expo and their commercials are embedded into the news headline segments. When the videos are emailed to the entire AIN database— Eurocopter can deliver their message far beyond the number of people who walk by their booth.

It’s something that I believe all associations and trade publications should be considering. Video is greener than print, and more immediate. The videos can be posted within hours of the event—instead of having to be sent to a printer overnight.

The creation of AINtv has positioned Aviation International News as a leader in the aviation industry. Who will be the leader in your industry??

Thursday, February 11, 2010

Hiring Great Videographers

Videographers are the unsung heros in local news. You can probably name the main anchors in your city and you would probably recognize the reporters, but most people don't know the videographers by name. They are vital to news, and vital to production of any kind.

With that in mind, I believe it's important to hire the right videographer to cover your events. I teamed up with my business partner, Marcelo Zolessi, to come up with this list. Marcelo shot video for FOX and Univision for years, and knows how to pick the good ones.

Without further ado, here are six ways you know you hired a great videographer.

1. They Get The Key Shots. It sounds obvious, but it's vital. Great videographers talk with the person writing the story ahead of time, so they know what shots they need. If the writer is going to say there was “standing room only” duing an important session—the videographer will have shots of people standing in the back. Great videographers edit in their minds as they shoot. They don’t have to trudge through hours of tape to cover a story that only lasts a minute.

2. They Capture Natural Sound. Great videographers know how important it is to have natural sound of an event. It's not just about the interviews and the pictures, but it's about capturing the sound that is "naturally" happening in the background. Natural sound takes the viewer to the location, and helps tell the story.

3. They Dress Appropriately. Let’s face it, videographers are like artists, and some dress that way: Ripped jeans, t-shirts, “creative” outfits. That might work if they’re shooting a concert, but not for conventions and tradeshows. These events are often the most important week for an association, and your videographers are representing your organization. If your videographer shows up looking a like he/she just got off tour with Metallica, it doesn’t send the right signal to attendees. You know you hired the right videographer when he blends into the crowd but happens to be carrying a camera.

4. They Are Self-Contained. A great videographer has everything they need with them. They shouldn’t have to “run back to the truck” because they forgot some piece of gear. They should be ready to go with mics, batteries, tapes, you name it. An excellent videographer will also have everything they need to troubleshoot like rain gear, extra batteries and duck tape.

5. They Work as Long As It Takes To Get The Job Done. Some videographers turn on the overtime clock as soon as they hit eight hours. While it’s important to establish the general working hours ahead of time, great videographers work until the job is done. That means more than an eight-hour day in the convention industry, and it means not asking when they’ll get a break. While everyone deserves a good meal, great videographers will fit it in when it’s appropriate. They won’t expect to take a lunch break during a keynote speech or an important education session.

6. They Have A Great Demo Reel. Always ask to see a demo, and specify that you would like to see something the videographer actually shot. That may sound strange, but its common for a novice to show you something they edited but did not shoot. The reality is that quality shots are much easier to edit together than to capture. It’s worth asking if they shot the video on their demo.