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?

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.

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!

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!

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 would 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.