®observations

An elevated point of view

2012-02-01T22:59:00.000-05:00

29th floor of nationwide plaza 1

A.S.I.C.S.

2012-01-29T13:40:00.001-05:00

Experience ColumbUS

2011-03-08T22:59:00.000-05:00

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

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

Building the anticipation

2011-02-11T20:33:00.000-05:00

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

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

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

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

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

SESSION #2: LEAD MANAGEMENT
Fred Tuzzi, TriComB2B

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

Paying for a badge scanner is a good idea

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

BOOTH DESIGN
Kyle Hickman, Cult Marketing

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

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

Message
know your audience
persuade through emotion
convince them rationally

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

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

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

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

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

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

The need to help

2011-02-11T20:17:00.001-05:00

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

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

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

Steve Geyer, Founder Shadowbox

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

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

Guard your reputation with you life.

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

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

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

You, inc.

2010-12-08T18:13:00.004-05:00

Ben Blanquera was the guest speaker at the December 2010 CYP CLUB networking breakfast. Here are my notes:

What are the five most important things to me?
What are the five areas of my life to which I dedicate the most time?
Do they align?

Consider treating yourself and guideing your decisions as if you were a incorporated business.

Your assets would be:

What you know
Who you know
(I would add, Who knows you)

Also, consider this:

Your car is a depreciating asset, yet you invest money into the maintenance on a regular basis.
Conservatively, if you consider a vehicle which costs $10,000 it is reasonable to say you might invest $2,000.
This amounts to 20% of the original value!

If you leverage your assets (knowledge and relationships) to earn a salary of $50,000 per year would you be willing to invest in personal maintenance in the same way you do for your vehicle?

20% of your salary would be $10,000!
Or perhaps you can look at 20% of the time traded, which is 400 hours.

In what ways do you invest in yourself?

How am I making it easy for others to easily recognize my skills?

Often a resume will only get a few minutes (if that) when employers are searching for talent. Degrees and certifications are indicators that communicate you are skilled in one way or another. Is your only signal to employers an formal education that ended when you started in the work force?

Relationships are very important to success in business and life. There is a difference between simply having a network, and having a strong network - only one will make a difference.

Being connected to people or having a large following is valueable when those in the network are willing to vouch for you and your skills. The best way to earn that credit is to get work alongside people in your network.

"Never underestimate the power of a small group of committed people to change the world. In fact, it is the only thing that ever has." -Margaret Mead

Startup weekend January 14, 2011

http://columbus.startupweekend.org/
54 hour period to generate lots of ideas, and lots of businesses

Q: Should we be encouraged to start a venture on our own, or join someone else?

There is a need for people that start things, and a need for people that join others. The main lesson is: you can't swing, if you aren't in the ballpark. Don't let time pass and never learn if your idea could have been a reality.

When was the last time you did something you were scared of doing?

Many thanks, Ben

No cutting corners

2010-11-24T14:10:00.003-05:00

Wendy served me today!
She seemed reluctant to get her picture taken. I would think that if she would dress like Wendy she would ham it up.
No worries, I still enjoyed my Jr Bacon Cheesburger

Lizard man

2010-11-17T13:48:00.002-05:00

I went to the International Association of Amusement Parks and Attractions (IAAPA) in Orlando, Florida.

"Ripley's Believe It or Not" had a booth. The Lizard Man is as a cool guy. Which one do you think is real?

Thanks to Shana for taking my photo with my non-user friendly phone.

2010-11-05T08:53:00.002-04:00

I saw this outside of the AMC theatre in the Lennox town centre. Not sure what they are doing with all the trees. For a moment I felt like The Lorax.

An Evening with Matt Groening

2010-10-17T10:14:00.090-04:00

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

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

[video] I was happily video taping, and then I was busted - and told to stop.

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

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

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

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

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

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

Here is a follow-up article by the Dispatch

2010-10-06T08:25:00.003-04:00

Recently I was downtown and I noticed the bicycle posts were masked for painting. This seemed normal, except when I got to this bicycle post.

At first glance I thought the rider made a bad decision by locking on a post which obviously was going to be painted.

Then upon closer inspection I noticed the rider was an early-bird, and not a do-do.

Car powered by ... wind?

2010-09-30T22:58:00.001-04:00

There is something new on the skyline of Northwest Central Ohio, a 150 foot wind turbine.

Apparently Byers Auto Group decided to build a wind turbine so as to be nice to the environment.

My estimation is that it is the most extreme of attraction stunts.

Ohio Department of Development Export Awards Luncheon

2010-09-22T23:32:00.001-04:00

Ohio DOD Global Export Awards luncheon.

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

Digital non conference 9-22-10

2010-09-22T14:59:00.000-04:00

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

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

Some interesting stats from a video by Nielsen Catalina Ventures

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

How will the telenovela change things?

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

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

What does digital media do to help you sell?

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

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

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

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

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

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

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

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

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

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

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

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

BLACKSHAW: Brands will evolve into more of an experience.

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

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

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

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

How do address the negative things in social media?

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

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

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

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

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

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

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

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

Cats and Dogs

2010-09-21T23:58:00.005-04:00

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

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

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

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

Friday was on fire

2010-09-04T23:05:00.003-04:00

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

Please allow myself to introduce...myself

2010-08-18T21:05:00.006-04:00

Not to be pretentious, but I thought it would be interesting to learn what the proper etiquette is when introducing others. Here is an answer I found online:

When introducing two people to each other, you do need to remember precedence (the order in which people are addressed, greeted, introduced, referred, seated and served.)

In both formal and informal social settings, women have precedence over men; older people over younger (as long as they are the same gender); smaller groups usually over larger groups.

Senior executives have precedence over Junior executives. If there are two of the same rank, defer to the one with seniority.

Clients and customers have precedence over fellow associates, regardless of rank.

When making introductions always remember to:

1. Determine the order of precedence.
2. Say the most distinguished person's first and last name or title and last name, first, while looking at him or her. Use appropriate names and titles.
3. Choose appropriate introductions, for example: Formal - "Rev. Jones, may I present...Mr. Smith", Business or social - "Ms. Green, may I introduce...Mr. White"; or
"Mr. Client, I would like to introduce...Mr. Co-Worker"; Casual - "Susan Smith,this is...Bob Jones", may appear unsophisticated, especially in a business setting.
4. Always stand for introductions and make eye contact.
5. Always introduce people by their preferential name.

Thank you for writing.

Best regards,
Fleming Allaire, Ph.D.
Dr. Manners

Now the big test is remembering the title for each person.

Florida vacation

2010-08-16T19:46:00.001-04:00

We were so lucky this year to have discovered "Sarah's Seaside" located in Indian Rocks Beach, FL. We left Friday after work, slept in Tennessee that night - then on to paradise for a week.

Our condo was situated right on the beach front with our own private beach chairs. The ocean was so warm we could float as long as we wanted. Our little community had a heated pool and a few other families that were all friendly.

We only left the property for some rides down the bike path running alongside Gulf Blvd and a trip to the happiest place on Earth. It was a terrific vacation, full of relaxation - we can't wait to go back.

The Ohio State Fair

2010-08-06T12:10:00.003-04:00

My little lamb, petting a little lamb.

I am gonna make you pop-u-hoo-lar

2010-08-03T23:34:00.004-04:00

We received an amazing gift from my parents for our third wedding anniversary.Turns out being Wicked simply is just being misunderstood. Great show, I highly recommend it.

Christmas in July

2010-07-15T21:55:00.001-04:00

The Cleverley's left town in early July and we wanted to welcome them home.

Monkey see, monkey doo-doo

2010-07-11T11:32:00.003-04:00

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

Governor's mansion visit 2010

2010-06-26T13:25:00.001-04:00

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

Excerpt from Sales Secrets

2010-06-09T09:24:00.005-04:00

These are the levels that a sales person has to go through when meeting with a new prospect.

Unknown
Known
Socialization:
Emotional-ization: There is an exchange of information on a personal level

Confidence: It is not until this level that the prospect can truly be comfortable with the rep and share vulnerable information without fear of manipulation.

by Stephen Schiffman

Zing-Zang-Zoom

2010-05-14T20:19:00.001-04:00

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

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

Don't let Mr. Gravity bring you down.