Time Sensitivity- Don't wait for the fruit to rot

Sorry if the visual is too harsh for some.
The Story

3 weeks ago I saw a Webinar on Content Curation is the Secret to Becoming a Thought Leader with Chris Brogan, which is the reason why I watched the Webinar. It was a good Webinar and if you have an hour I encourage you to watch it. I watch about 3 Webinars a week on various marketing subjects. I also spend around 3 hours a day (since I have the time) reading blog posts on various marketing subjects. I remember most of the valuable information, ideas, and points; who presented the Webinar not so much the company even less.

The Follow-up

Today I received a phone call about that Webinar and was clueless. I did, I was... umm okay. For me it was the equivalent of a cold call maybe even a telemarketing call. The individual reminded me of the topic which I recalled a little or think I did, it was something I would have watched. Then he brought up what was covered and some key points, okay now I remember, so what can I do for him?

The Problem

I have already forgotten about the Webinar and had little interest in the product, even if I could afford it. The time for the sale has passed and the sale (fruit) has rotted. You only have a small amount of time from when the sale is not ready to ripe to rotten and have to pick it at the right time. In fairness it is completely possible they went after the high profile individuals first right away when the sale (fruit) was ripe and ready to be picked. I am unemployed, with little work and attempting to do some freelance work with no success so I would not be an ideal candidate for anything. So my fruit is underdeveloped and small but those mini foods are still awesome and can fill some of the hunger. But I do remain a prospective client for the future.

The Solution

It would have been easier for them to send a follow up email, once was sent for the Webinar. On that email they could have asked if I (we) were interested in the product and a follow up phone call. That would have helped them find individuals interested in purchasing the product or finding out more information. While being still within a timely period where the fruit was ripe.

What would you suggest for the sale not to rot? Would you as a company do anything different, as the consumer?

Photo by Jacob Esben

Baseball Analogy: I am a Position Player

This is about me, and where I would and could fit in and how I see myself.

I might not be an all-star on the team or even a starter but I am there when you need me. I just need the chance to be called up from the minors to get a chance to show what I can do. I can bat (work alone) or field (work as a group) efficiently. I am a switch hitter who can bat .250 who doesn’t hit home runs often but is able to advance the players (team members, ideas) to where they are able to score. I am also able to get on base (start an idea) and let my team mates hit me home (finish the idea, make it work). I am able to play any position you need me in (with the exception of pitcher and catcher) because there are some things I don’t know, yet. If you want me at third base (for example promotions) I am there, or at short stop (Social Media) you can count on me, and the same with outfield or anywhere you need me. I will be there to get the ball and make an out or work with my teammates to turn a double play. The areas where I can’t currently play are limited but I know what they are and won’t be committing an error by playing those positions. But with a good coach and team I would be able to focus my skills to be that needed position player. With the extra experience and guidance I will be able to be a starter for the team and eventually I will become an all-star.

For those who don’t understand or follow baseball:

While I specialize in the areas of Promotions and Social Media I am able to do much more. While I am not the greatest or the best at many other business activities I know and understand them and would be able to perform them well enough to get the job done correctly. If there is something that I don’t know how to do I will learn and teach myself it. What I will do is tell you that I don’t have the experience so you don’t put me there alone before I am ready or able to meet the expectations that role requires. I am a team player able to start new ideas or help to finish old ideas. I can work alone or in a group setting proficiently. I have the skills and patience to become a valuable member of your company all I need is an opportunity. Given this opportunity I will work as hard as I can to improve your company and myself.

Where would you fit in on a team? Given and what you know about me would you be willing to call me up to the majors? What If you are a Human Resources or Hiring Manager I would love to hear what you think of this analogy.

Photo by Erin Ryan also known as Shutter Daddy

Brand Value - It changes with the tide

What do I mean that brand value changes with the tide? Simple, a brand's value can rise or fall as quickly as the tide. When something negative happens or affects the brand's value or image it often doesn't stay in the general public's mind for very long. As Americans we are quick to forgive and forget and move onto the newest story or tragedy. This can be a positive thing for brands when something negatively affects them but more likely it is a negative thing for brands. Even after a brilliant marketing campaign such as the recent Old Spice Social Media campaign mentions and thoughts are calming down to a point where people no longer think or blog about it. After one month the waves of the campaign have quieted and the waters are calm to a point where the mentions are returning to where they were prior to the start of the campaign.

My car won't stop accelerating, we are all going to die, its the end of the world!

Ok so maybe it did not go that far, but with the recent (within 6 months) recalls due to acceleration problems the Toyota brand value and image was taking a beating. Do you even remember this or how big of a deal it was and all the up roar and a congressional investigation? Those that may remember this are the few individuals whose accelerator did "stick" and a few who were negatively affected by the recall. Other companies have similar smaller recall problems, McDonalds with the Shrek Glasses or Walmart with the jewelery. Or even Apple with the iPhone 4 antenna/ reception issues or being stuck with AT&T's network.

Why this doesn't affect these companies brand value

There are many reasons why this has a limited or no impact on a brands value.

1. Only affects one product or part of a large global company.
2. The amount of people affected by these events and recalls are small compared to the overall population that uses the company. (limited impact)
3. The companies address the problem to take care of it as quickly and efficiently as possible, usually.
4. Most importantly you as the consumer don't remember the problem because of what happened just after the recall or disaster was a bigger disaster that affected far more people and caused much more damage.

The current disaster: BP

I already wrote a blog about BP which can be read here. What currently has the majority of American's attention is the BP oil spill. But with the well finally capped it looks like most of America is back to its pop culture fixation with the Mel Gibson tapes or Lindsay Lohan in jail. Unlike the Toyota recalls and problems this oil spill affected the lives of hundreds of thousands and while many Americans outside of the gulf coast will forget a bitter anger will remain with the Gulf Coast residents who lost their livelihood from this disaster. This will be almost impossible to repair (in America) but BP is a global company and outside of the US its image and brand value will bounce back and return close to the what it was. What will be the next tragedy to fulfill our fascination and make us forget about this oil spill?

Do you forgive and forget? What causes you to forget something that just a short while ago was on your mind? Why do some people remember this and others forget?

Image from http://www.aquamanshrine.com

Marketing Idea: Adidas Campaign - Inspiration

This doesn't have to be for Adidas but can be for any of the shoe companies (Nike, Reebok, New Balance....)

There are so many great people who inspire us.

For me one of these people is Anne Munkwitz or as we may know her better as @bananza. She is the main reason I have begun running again *insert cheesy movie quote here* One of the greatest reasons she is an inspiration is her story.

Another great inspiration for me is Sarah Hagen and her story. For me it is about the triumph over the many hardships and coming out on top and being better because of it.

The Campaign

A series of commercials each spot lighting a different individual of inspiration, I have given two great examples but their are thousands more. The commercial shows what that individual has overcame and shows them running, or playing soccer, or some other activity with that companies (Adidas) shoes. To fully integrate this campaign there would also be a website where you can read and see that individuals full story and nominate another person to be a part of the inspiration campaign.

Additional Steps

For any campaign to be successful it needs follow through and complimenters. With the nominations of other individuals to be a part of the Inspiration Campaign the amount of new commercials and length of campaign can continue to evolve. Encompassing all forms of media the Inspiration Campaign can utilize social media, the internet, print, television, and word of mouth to reach a greater population. This campaign can be a stepping block for active communities, like Fit Milwaukee where the company can donate or sponsor the healthier and active lifestyle.

Why this would be successful

• America loves stories of comebacks and inspiration.
• The large amount of people who could be spot lighted for the campaign and the diversity among them.
• The campaign contains real people that had real problems.
• The cost of the campaign would be less expensive then current and past campaigns, no large budget productions or highly paid actor/athlete spokespersons.

Would these stories inspire you to go out and be more active? Who inspires you? Who would you like to see in the spot light as an inspiration? Why else would this be a success/ failure?

Also thank you Anne for being an inspiration in my life and motivating me to run again.

Ideas are Worthless (by itself)

There is no such thing as a million dollar idea.

What is valuable and creates worth is the action that is taken. If you have an idea and don't do anything with it then there is no difference if you had that thought or idea or not.

This is why I blog.

I blog to put my ideas into the world, albeit a small and select world of 10's of readers. But one solid idea or post is all one, or I, need to peak interest and increase my reader base. I also blog to help create my own identity and brand and to allow myself an avenue to market my thoughts and skills. This idea came to me at 3 am so I found a pen and paper and wrote my thoughts out until that pen died, then I grabbed another. This is not an original blog topic I have read some similar blogs but I am trying to incorporate my personal touch to it.

I hope that by blogging one of my marketing ideas which is the main focus of this blog will be original and have you my readers thinking to yourself why didn't I think of that.

Photo from Ethan Gibbs

So many ideas so little time.

I have many ideas, most of them will not succeed or at least not as well as I plan and hope. I know this so I put the most effort in those few ideas that I feel have potential and develop those ideas further, then hopefully post a blog on them.

"I didn't fail. I found out 2000 ways how not to make a light bulb.' But he only needed to find one way to make it work." - Thomas Edison (National Treasure)

Step 1: Idea

Step 2: ??

Step 3: Profit

Step 2 can be more than one step and could be done many ways but an action of some kind must be taken. This step is what makes ideas have value and not be worthless.

For me Step 2 usually involves blogging the idea, or telling someone who could use this idea and make it a reality.

Do you agree that ideas are worthless? What is Step 2 usually for you? Do your ideas just sit in your head or on a piece of paper that no one knows about? How do you determine which ideas are worth developing?