After reading an article the other day regarding people enjoying second lives via cyberspace, my scope of imagination was stretched a bit. For those of you bored with your current life and willing to shed such for a second skin... your time has arrived. From a purely trade show perspective, this land of imagination could be adapted to create a realm entirely devoted to the trade show industry or any industry for that matter. For our sake, we'll continue along this tact seeing as it is our livelihood.
That above-forementioned 'cyber world' is reality and it's called 'Second Life'. New arrivals have the opportunity to create an avatar, or visual persona, which can be as weird or wonderful as their imagination permits. Upon creation of a new life you are guided through three-dimensional landscapes through which you can chat - via a keyboard and speech-bubbles - to other avatars, purchase virtual land and teleport yourself anywhere you desire. The result, according to one "travel guide" to Second Life, is "a world of endless reinvention where you can change your shape, your sex, even your species as easily as you might slip into a pair of shoes back home." The most visually impressive of the new generation of social-networking sites are fueling a resurgence of commercial interest in the web, and have brazenly placed its methods into the popular imagination.
Second Life is, according to its website, "a 3-D virtual world entirely built and owned by its residents" and a "vast digital continent, teeming with people, entertainment, experiences and opportunity".
My take is such. Instead of posturing and procuring a higher-than-mighty position to argue the spiritual and social ramifications involved, I've decided to go a different route. Why not apply the idea to a space devoted soley to trade shows. I know give it a minute to settle and resound within you.
Instead of physically traveling to and from the trade shows, advertising agencies, marketing outlets and company websites, one could simply shapeshift within a new world to find anyone and everything associated with the trade show industry. Now, in order for this to be accepted those partaking would have to be members already of the trade show fraternity. Though I'm not sure how you could police that requirement that in itself would allow this space to thrive with a bit of reality as opposed to the 'Second Life' alter ego which is growing based on anonymity. Further, you'd have the opportunity to leave your home, office, cafe, etc less often than in the past because of this spacious domain. Think of the work which could be accomplished from the time saved from the many forms of transportation which wouldn't need to be used with the same level of continuity.
Why would one want to do such a thing? Because they could. It seems to me if any 9 year old can market him or herself and/or their video on a third party website for anyone to peruse just by a keystroke, then there would be those out there curious about a cyberland where the future of the trade show arena is constantly evolving due to the user's imagination.
A stretch... of course, but no more so than those living a second life within a territory only bound by the parameters of your mind.
Tuesday, December 05, 2006
Tuesday, November 07, 2006
Magic's Life Altering Announcement
I have never copied or pasted an article verbatim into this blog but today I found it significant to paste a portion. Magic Johnson, was one of the most electrifying athletes I'd ever seen and was an idol. He was someone I emulated on the basketball court and can remember his AIDS announcement; which now seems like ages ago.
It's amazing to think that event was 15 years ago. What strikes me as even more astounding was what Magic has done in the period of time since. It seems his passion and work ethic have only intensified over the years when it came to helping others who were less fortunate. If you have a few moment's take the time to read the article posted below. Maybe it will affect you the way it did me.
Elliot Kalb's article reflects what I feel many of us believed about Magic and what he meant for our generation.
Every generation, it seems, has a moment in time in which something happens that affects everyone.
For folks a little older than me, there was a November day in 1963, when news of President Kennedy's assassination shocked the world.
Photo Gallery...Magic: The last 15 years
For my generation, it was a November afternoon in 1991, 15 years ago when a different shocking announcement literally changed the world.
The announcement, of course, was that Earvin "Magic" Johnson, a basketball player for the Los Angeles Lakers, was retiring because he had tested positive for the human immunodeficiency virus (HIV). Everyone remembers where they were when they heard the news. This wasn't just any basketball player, or any retirement. And this wasn't just any disease.
At the time, the announcement sounded very much like a death sentence for Magic. At the time, it was. One headline the following day to a sidebar story on Magic was chillingly succinct: "Magic's life expectancy uncertain." That article began this way: "Now that Magic Johnson has been diagnosed as having the virus that causes AIDS, he could live for as little as months or for as long as a decade, physicians said ..."
On a subliminal level, it was the end of a lifestyle that many men (not just professional athletes) engaged in. No longer would it be possible to have multiple sex partners without thinking of — or paying — the consequences. The same week that Johnson announced that he had tested positive from having unprotected sex with women, Wilt Chamberlain (one of the very best players in NBA history) was promoting his book, in which he claimed to have had sex with 20,000 different women. AIDS had been in the public consciousness since 1981, but at the time it was largely viewed as a disease that only homosexual men contracted.
"Every person remembers where they were when they found out," New York Knicks coach Isiah Thomas said recently. "He told me and Mark (Aguirre) and we talked and cried."
Even other NBA players who were in the league at the time who weren't close friends with Johnson were still stunned by the news.
"I was with Portland at the time, real early in my career," Robinson recalled. "I heard about it before the press conference, and just prayed that it was just a rumor. I didn't believe it. The only thing comparable to me was hearing the news that Len Bias had died suddenly. You just didn't want to accept the news. I felt for him."
I watched Earvin's press conference from Madison Square Garden, where the Knicks had a game that night. To say the entire Garden was deflated was to put it mildly. I remember being surprised a few months earlier, in June at the 1991 NBA Finals, when I had read an article that talked about a healthy but aging Magic Johnson possibly playing only one or two more years. It didn't seem possible, as Magic had finished 1991 as second in the MVP voting to Michael Jordan.
Magic in both times sad (at his announcement that he was HIV-positive in 1991) and happy (at a recent ceremony in which Lakers owner Jerry Buss received a star on the Hollywood Walk of Fame).
I had been part of the television network coverage for the 1991 McDonald's Open — an international basketball competition featuring an invited NBA team (this time, the Lakers) against champion clubs from other countries. I learned that Magic Johnson was a very popular figure in Europe — far bigger than I had imagined. He was one of the most famous — and popular and beloved — figures in the world. All I could think of when watching the Nov. 7 press conference on television was the movie Pride of the Yankees, when a dying Lou Gehrig told the Yankee Stadium crowd, "Today, I consider myself the luckiest man on the face of the earth." I heard the words coming from Magic, about how it could happen to anyone. I heard Magic say that he's going to go on, and beat it. I heard how he vowed to become a spokesman for the disease.
I admired how he stood up and announced his fate to the world. I admired his courage, but thought it was an act. He couldn't have been so upbeat. How could any 32-year-old newly married man with so much to live for be so upbeat announcing this news?
But he was ... and has been since that day 15 years ago.
Soon after his retirement, I had a chance to work with him when he became a television analyst. He put everyone at ease. He talked to everyone on a personal level. How could I hope to have a conversation with one of the most powerful and recognizable figures in the world, for instance?
Magic made it impossible to be anything but your best friend. He remembered your favorite NFL team. He shared stories about his wife telling him he was gambling too much at the casinos. Even Magic had fears and worries about parenting toddlers, and worrying about their safety. If Magic noticed that all of a sudden, someone was taping and labeling his water bottles, he never let on.
And he did more than just talk basketball, or fight the disease for himself. He did more than any politician could have done to raise money and increase awareness for the HIV/AIDS pandemic. There's only been one athlete (Muhammad Ali) that comes close to doing as much for the worldwide community as Johnson has accomplished. The difference is that Magic has gotten bigger (literally and figuratively) after announcing his HIV. Ali — still a revered and beloved worldwide figure — shows the effects of Parkinson's disease. Magic still has his voice, and his body, and his smile.
Earvin has revitalized neglected communities by bringing Magic Johnson Theatres and retail centers into inner cities. He opened a series of 24-hour Fitness Magic Johnson clubs in minority areas. He had done everything from launching a platinum recording artist to hosting a talk show. His Magic Johnson Foundation raises money to fund community-based organizations serving the educational, health, and social needs of children residing in inner cities communities and HIV/AIDS organizations specializing in education, prevention, and care.
"It will be hard to find a person who has gotten more out of every single day of his life," said longtime friend Thomas.
According to the Center for Disease Control, at the end of 2003, over a million persons in the United States were living with HIV/AIDS, with 24-27% undiagnosed and unaware of their HIV infection. CDC has estimated that approximately 40,000 persons become infected with HIV each year in the United States. No longer is it the shocking apparent "death sentence" that it was not a generation ago. There are powerful combinations of drugs that have allowed patients — with far less resources than Johnson — to lead normal lives, while managing their HIV.
I am not a person that lives their life believing in preordained fate. Yet it is hard to believe anything else other than Magic Johnson being destined to test positive for this disease for a reason.
Magic has spent the last third of his life in the public eye fighting his HIV, after spending the previous 15 years thrilling the world on the basketball court, both at the college level and in the NBA. This is one anniversary — and one life — that should be celebrated every year.
It's amazing to think that event was 15 years ago. What strikes me as even more astounding was what Magic has done in the period of time since. It seems his passion and work ethic have only intensified over the years when it came to helping others who were less fortunate. If you have a few moment's take the time to read the article posted below. Maybe it will affect you the way it did me.
Elliot Kalb's article reflects what I feel many of us believed about Magic and what he meant for our generation.
Every generation, it seems, has a moment in time in which something happens that affects everyone.
For folks a little older than me, there was a November day in 1963, when news of President Kennedy's assassination shocked the world.
Photo Gallery...Magic: The last 15 years
For my generation, it was a November afternoon in 1991, 15 years ago when a different shocking announcement literally changed the world.
The announcement, of course, was that Earvin "Magic" Johnson, a basketball player for the Los Angeles Lakers, was retiring because he had tested positive for the human immunodeficiency virus (HIV). Everyone remembers where they were when they heard the news. This wasn't just any basketball player, or any retirement. And this wasn't just any disease.
At the time, the announcement sounded very much like a death sentence for Magic. At the time, it was. One headline the following day to a sidebar story on Magic was chillingly succinct: "Magic's life expectancy uncertain." That article began this way: "Now that Magic Johnson has been diagnosed as having the virus that causes AIDS, he could live for as little as months or for as long as a decade, physicians said ..."
On a subliminal level, it was the end of a lifestyle that many men (not just professional athletes) engaged in. No longer would it be possible to have multiple sex partners without thinking of — or paying — the consequences. The same week that Johnson announced that he had tested positive from having unprotected sex with women, Wilt Chamberlain (one of the very best players in NBA history) was promoting his book, in which he claimed to have had sex with 20,000 different women. AIDS had been in the public consciousness since 1981, but at the time it was largely viewed as a disease that only homosexual men contracted.
"Every person remembers where they were when they found out," New York Knicks coach Isiah Thomas said recently. "He told me and Mark (Aguirre) and we talked and cried."
Even other NBA players who were in the league at the time who weren't close friends with Johnson were still stunned by the news.
"I was with Portland at the time, real early in my career," Robinson recalled. "I heard about it before the press conference, and just prayed that it was just a rumor. I didn't believe it. The only thing comparable to me was hearing the news that Len Bias had died suddenly. You just didn't want to accept the news. I felt for him."
I watched Earvin's press conference from Madison Square Garden, where the Knicks had a game that night. To say the entire Garden was deflated was to put it mildly. I remember being surprised a few months earlier, in June at the 1991 NBA Finals, when I had read an article that talked about a healthy but aging Magic Johnson possibly playing only one or two more years. It didn't seem possible, as Magic had finished 1991 as second in the MVP voting to Michael Jordan.
Magic in both times sad (at his announcement that he was HIV-positive in 1991) and happy (at a recent ceremony in which Lakers owner Jerry Buss received a star on the Hollywood Walk of Fame).
I had been part of the television network coverage for the 1991 McDonald's Open — an international basketball competition featuring an invited NBA team (this time, the Lakers) against champion clubs from other countries. I learned that Magic Johnson was a very popular figure in Europe — far bigger than I had imagined. He was one of the most famous — and popular and beloved — figures in the world. All I could think of when watching the Nov. 7 press conference on television was the movie Pride of the Yankees, when a dying Lou Gehrig told the Yankee Stadium crowd, "Today, I consider myself the luckiest man on the face of the earth." I heard the words coming from Magic, about how it could happen to anyone. I heard Magic say that he's going to go on, and beat it. I heard how he vowed to become a spokesman for the disease.
I admired how he stood up and announced his fate to the world. I admired his courage, but thought it was an act. He couldn't have been so upbeat. How could any 32-year-old newly married man with so much to live for be so upbeat announcing this news?
But he was ... and has been since that day 15 years ago.
Soon after his retirement, I had a chance to work with him when he became a television analyst. He put everyone at ease. He talked to everyone on a personal level. How could I hope to have a conversation with one of the most powerful and recognizable figures in the world, for instance?
Magic made it impossible to be anything but your best friend. He remembered your favorite NFL team. He shared stories about his wife telling him he was gambling too much at the casinos. Even Magic had fears and worries about parenting toddlers, and worrying about their safety. If Magic noticed that all of a sudden, someone was taping and labeling his water bottles, he never let on.
And he did more than just talk basketball, or fight the disease for himself. He did more than any politician could have done to raise money and increase awareness for the HIV/AIDS pandemic. There's only been one athlete (Muhammad Ali) that comes close to doing as much for the worldwide community as Johnson has accomplished. The difference is that Magic has gotten bigger (literally and figuratively) after announcing his HIV. Ali — still a revered and beloved worldwide figure — shows the effects of Parkinson's disease. Magic still has his voice, and his body, and his smile.
Earvin has revitalized neglected communities by bringing Magic Johnson Theatres and retail centers into inner cities. He opened a series of 24-hour Fitness Magic Johnson clubs in minority areas. He had done everything from launching a platinum recording artist to hosting a talk show. His Magic Johnson Foundation raises money to fund community-based organizations serving the educational, health, and social needs of children residing in inner cities communities and HIV/AIDS organizations specializing in education, prevention, and care.
"It will be hard to find a person who has gotten more out of every single day of his life," said longtime friend Thomas.
According to the Center for Disease Control, at the end of 2003, over a million persons in the United States were living with HIV/AIDS, with 24-27% undiagnosed and unaware of their HIV infection. CDC has estimated that approximately 40,000 persons become infected with HIV each year in the United States. No longer is it the shocking apparent "death sentence" that it was not a generation ago. There are powerful combinations of drugs that have allowed patients — with far less resources than Johnson — to lead normal lives, while managing their HIV.
I am not a person that lives their life believing in preordained fate. Yet it is hard to believe anything else other than Magic Johnson being destined to test positive for this disease for a reason.
Magic has spent the last third of his life in the public eye fighting his HIV, after spending the previous 15 years thrilling the world on the basketball court, both at the college level and in the NBA. This is one anniversary — and one life — that should be celebrated every year.
Wednesday, October 25, 2006
Why use a Trade Show Coach?
Why use a trade show coach?
Well, conventional wisdom would dictate that if one wishes to make the most out of their trade show experience they'll use the expertise offered by trade show pros. For the pros consult presenters on the inherent pitfalls of each show and how to avoid them, as well as, take advantage of the positives associated with each show.
One person in particular always comes to mind when speaking of coaches...
Susan Friedmann, a Certified Speaking Professional (CSP), says, "One-on-One coaching is simply the fastest road to success with your exhibiting efforts". She works with organizations who want to boost their exhibiting results by attracting new business at tradeshows. By designing and implementing strategies for show organizers and exhibitors who want to retain and grow their customer base, she has made a name for herself in this industry.
She also works one-on-one with exhibit managers and conducts national and international presentations and workshops.
Originally from London, England, Susan has been a successful speaker, consultant and author for over 20 years. As an innovative, insightful and high-content speaker together with her extensive tradeshow experience and background, she is a popular expert choice presenter and trainer for corporations, associations and convention organizers worldwide.
A prolific author, Susan has written and published ten books, several of which have been translated into numerous languages. ? Most recently, she compiled and published the latest books on exhibiting, the three volume, Secrets of Successful Exhibiting series, with over 30,000 copies in print. Her latest book "Meeting & Event Planning for Dummies," was published in July, 2003.
Susan is a National Board Director of the National Speakers Association, and a Certified Speaking Professional. A CSP is a dedicated professional with a proven track record of continued speaking excellence. It's the highest earned designation from NSA with less than eight percent of the total membership having achieved it.
Among her numerous teachings, Susan gives the presentor 7 powerful assistance tools:
1. Creating the right first impression so visitors want to spend time at your booth.
2. Developing relevant qualifying questions to uncover prospects' real needs.
3. Demonstrating your company's capability to show and tell.
4. Anticipating visitors' questions.
5. Obtaining commitment and establishing a follow-up plan of action.
6. Handling competitors and tire-kickers so they don't waste precious selling time.
7. Appreciating the importance of non-verbal communication; recognizing the do's and don'ts and listening habits that upset visitors.
It sounds simple; that's precisely the way Susan conveys her methods. She helps make the experience worthwhile from an economic standpoint and easy to understand. And that my friends should be the ultimate goal of any trade show presenter.
Lastly, having dealt with Susan in the past, there is no one I'd rather have assisting me with my trade show needs.
If you'd like to learn more of what Susan Friedmann can teach you for your next show please contact her. http://thetradeshowcoach.com/susan.html 518-523-1320
Well, conventional wisdom would dictate that if one wishes to make the most out of their trade show experience they'll use the expertise offered by trade show pros. For the pros consult presenters on the inherent pitfalls of each show and how to avoid them, as well as, take advantage of the positives associated with each show.
One person in particular always comes to mind when speaking of coaches...
Susan Friedmann, a Certified Speaking Professional (CSP), says, "One-on-One coaching is simply the fastest road to success with your exhibiting efforts". She works with organizations who want to boost their exhibiting results by attracting new business at tradeshows. By designing and implementing strategies for show organizers and exhibitors who want to retain and grow their customer base, she has made a name for herself in this industry.
She also works one-on-one with exhibit managers and conducts national and international presentations and workshops.
Originally from London, England, Susan has been a successful speaker, consultant and author for over 20 years. As an innovative, insightful and high-content speaker together with her extensive tradeshow experience and background, she is a popular expert choice presenter and trainer for corporations, associations and convention organizers worldwide.
A prolific author, Susan has written and published ten books, several of which have been translated into numerous languages. ? Most recently, she compiled and published the latest books on exhibiting, the three volume, Secrets of Successful Exhibiting series, with over 30,000 copies in print. Her latest book "Meeting & Event Planning for Dummies," was published in July, 2003.
Susan is a National Board Director of the National Speakers Association, and a Certified Speaking Professional. A CSP is a dedicated professional with a proven track record of continued speaking excellence. It's the highest earned designation from NSA with less than eight percent of the total membership having achieved it.
Among her numerous teachings, Susan gives the presentor 7 powerful assistance tools:
1. Creating the right first impression so visitors want to spend time at your booth.
2. Developing relevant qualifying questions to uncover prospects' real needs.
3. Demonstrating your company's capability to show and tell.
4. Anticipating visitors' questions.
5. Obtaining commitment and establishing a follow-up plan of action.
6. Handling competitors and tire-kickers so they don't waste precious selling time.
7. Appreciating the importance of non-verbal communication; recognizing the do's and don'ts and listening habits that upset visitors.
It sounds simple; that's precisely the way Susan conveys her methods. She helps make the experience worthwhile from an economic standpoint and easy to understand. And that my friends should be the ultimate goal of any trade show presenter.
Lastly, having dealt with Susan in the past, there is no one I'd rather have assisting me with my trade show needs.
If you'd like to learn more of what Susan Friedmann can teach you for your next show please contact her. http://thetradeshowcoach.com/susan.html 518-523-1320
Friday, September 08, 2006
A few Fantasy Football tips for all you crazed NFL Fans
Though I profess not to be a fantasy gamer, that doesn't mean I still don't keep track of the players and my friends weekly contests. That said, I came across a few tips for those of you crazed NFL addicts.
These sounded good and made sense especially over the long 17 week season!
1) Have faith in your line-up. Meaning keep an even keel as long as possible because you will endure many highs and lows over the next few weeks. Try to keep your eyes on the prize and stay focused for the long haul.
2) Use the waver wire wisely. Use it to your advantage when you need assistance in certain areas. Pay attention to players who show consistent production over the first three or four weeks. Then make your choice.
3) Beware the one week wonders! A good start doesn't make a Pro Bowl season. Kerry Collins could throw for 265 yards and three touchdowns in Week 1 last year but that didn't equate to him posting similar every week. After the season, he was dumped. Don't let go of Daunte Culpepper to pick up Alex Smith because Smith had better stats in Week 1. Patience is a virtue. But, know your opponent and their weeknesses!
4) Avoid the 'rook' fever. Other than Reggie Bush, expecting that rookie to make a huge impact on your squad is a bit pie-in-the-sky. Though Matt Leinart, Vince Young and Jay Cutler may prove to pay off later in the season, especially in keeper leagues, go with proven vets in your lineup. Rookies tend to fluctuate; to many variables. Although, I do like Leinart's chances given Warner's injury propensity the last few years. He will throw up some huge numbers once Kurt takes a shower.
5) Use depth to your advantage. If you've got tons of talent at one position, then don't be afraid to package a starter along with a second-tier starter in a midseason trade to pick up a top running back and bolster your squad for the postseason push. Few teams make it to the Super Bowl without adding to their roster down the stretch.
Hopefully these few tips will help ease some of the pre-game stress rituals I know most of you anguish over every week.
Here's to a great season and the Steelers winning number 6!
And may all your waves never end and your wind be sustaining.
These sounded good and made sense especially over the long 17 week season!
1) Have faith in your line-up. Meaning keep an even keel as long as possible because you will endure many highs and lows over the next few weeks. Try to keep your eyes on the prize and stay focused for the long haul.
2) Use the waver wire wisely. Use it to your advantage when you need assistance in certain areas. Pay attention to players who show consistent production over the first three or four weeks. Then make your choice.
3) Beware the one week wonders! A good start doesn't make a Pro Bowl season. Kerry Collins could throw for 265 yards and three touchdowns in Week 1 last year but that didn't equate to him posting similar every week. After the season, he was dumped. Don't let go of Daunte Culpepper to pick up Alex Smith because Smith had better stats in Week 1. Patience is a virtue. But, know your opponent and their weeknesses!
4) Avoid the 'rook' fever. Other than Reggie Bush, expecting that rookie to make a huge impact on your squad is a bit pie-in-the-sky. Though Matt Leinart, Vince Young and Jay Cutler may prove to pay off later in the season, especially in keeper leagues, go with proven vets in your lineup. Rookies tend to fluctuate; to many variables. Although, I do like Leinart's chances given Warner's injury propensity the last few years. He will throw up some huge numbers once Kurt takes a shower.
5) Use depth to your advantage. If you've got tons of talent at one position, then don't be afraid to package a starter along with a second-tier starter in a midseason trade to pick up a top running back and bolster your squad for the postseason push. Few teams make it to the Super Bowl without adding to their roster down the stretch.
Hopefully these few tips will help ease some of the pre-game stress rituals I know most of you anguish over every week.
Here's to a great season and the Steelers winning number 6!
And may all your waves never end and your wind be sustaining.
Friday, September 01, 2006
Having a Smashable Brand?
Smash your brand! That's what Martin Lindstrom, self-proclaimed Brand futurist, advocated just a short time ago.
Running with the mindset that traditional advertising no longer works, Martin advocates you might need to Smash your brand!
In the New York Times June '04, an article revealed that the overall effective influence of tv commercials decreased by 52% in just over ten years. In contrast, the cost of producing those same tv commercials increased more than 130% over the time frame. This was a clear indication that the traditional paths of brand building were slowly drying up, forcing savy marketers to re-think their missions and search for alternatives.
An invention from the early days of the twentieth century provided the answer based on Martin's hypothesis.
Many of you will recognize this story from early Marketing 101 classes in college.
In 1915, a designer from the Root Glass Company of Terre Haute, Indiana was asked to design a glass bottle. The brief was pretty straightforward. They wanted a bottle that even when broken, the pieces would still be recognizable as part of the whole. The designer succeeded beyond his wildest dreams. He designed the classic Coke bottle, which has gone on to become one of the most famous glass icons ever. The bottle is still in service, it's still recognizable, and has been passing the smash test for every new generation over the last 80 years.
The Coke bottle story is fascinating from a brand-building perspective. In theory, all brands should be able to pass this test. So, working on this principle, if you removed the logo from your brand, would it still be recognizable? In fact, it would be worthwhile to know, because to place too great an emphasis on a brand?s logo carries risks. Least of all there is a danger of neglecting all the other potential brand-building opportunities. If paid due attention, many other aspects of the product become recognizable in their own right. Color, navigation, texture, sound and shape. Even blindfolded, you'd know you're holding a classic Coke bottle. Would advertising copy enhance it? Will the colors, graphics, images or even packaging design individually pass the smash test?
Smashing your brand requires attention to every facet beyond just your logo. You need to look at signal, tone, touch, shape of your product, merchandising and its wrapping. Owning a Smashable color creates an emotional bond between the consumer and your consumable product. Martin goes on to say color isn't the only thing which can create a truly Smashable brand. Pictures or photos, your language, icons, rituals garner brand identities.
Take a few seconds and digest that. If your product doesn't pass the taste test, so-to-speak, then maybe it should be augmented to try and attract consumers on a whole new level.
He uses McDonalds as a perfect example. Arguably one of the best known brands in the world, McDonald's uses the Mac in their name to every possible advantage. Whether "their world is awash with Big Macs, McNuggets, McMuffins and even McSundays", the vernacular has become part of our every day lives. My buddies and I often use Mac before some of our words in everday conversation. How many brands out there can make that claim?
Martin claims the idea of smashing your brand is simple. "Identifying the components you want to be famous for and leverage the fact that the logo is only a very small component of your overall brand visibility is key. Consider what your brand should be well known for in five years time from today and then consistently begin to build up the association with your signals. But be consistent and be persistent. Changing strategy half- way can be dangerous. Ex. IBM is no longer associated with Big Blue ? Pepsi has taken over. Why? Because these companies had taken their ownership of these essential colors for granted. Even if this means that you can find the Coca-Cola logo in a blue, green and orange versions in the UK."
Smashing your brand is in fact all about keeping focus on everything beyond the logo, because a good 90 percent of the real estate on your product or service should also be branded. When every other aspect of your product is branded, you have a truly smashable brand.
So, what are you waiting for exactly. Get to Smashing your product!
Till next time, may your wind never fail and may it sustain 13+mph!
Running with the mindset that traditional advertising no longer works, Martin advocates you might need to Smash your brand!
In the New York Times June '04, an article revealed that the overall effective influence of tv commercials decreased by 52% in just over ten years. In contrast, the cost of producing those same tv commercials increased more than 130% over the time frame. This was a clear indication that the traditional paths of brand building were slowly drying up, forcing savy marketers to re-think their missions and search for alternatives.
An invention from the early days of the twentieth century provided the answer based on Martin's hypothesis.
Many of you will recognize this story from early Marketing 101 classes in college.
In 1915, a designer from the Root Glass Company of Terre Haute, Indiana was asked to design a glass bottle. The brief was pretty straightforward. They wanted a bottle that even when broken, the pieces would still be recognizable as part of the whole. The designer succeeded beyond his wildest dreams. He designed the classic Coke bottle, which has gone on to become one of the most famous glass icons ever. The bottle is still in service, it's still recognizable, and has been passing the smash test for every new generation over the last 80 years.
The Coke bottle story is fascinating from a brand-building perspective. In theory, all brands should be able to pass this test. So, working on this principle, if you removed the logo from your brand, would it still be recognizable? In fact, it would be worthwhile to know, because to place too great an emphasis on a brand?s logo carries risks. Least of all there is a danger of neglecting all the other potential brand-building opportunities. If paid due attention, many other aspects of the product become recognizable in their own right. Color, navigation, texture, sound and shape. Even blindfolded, you'd know you're holding a classic Coke bottle. Would advertising copy enhance it? Will the colors, graphics, images or even packaging design individually pass the smash test?
Smashing your brand requires attention to every facet beyond just your logo. You need to look at signal, tone, touch, shape of your product, merchandising and its wrapping. Owning a Smashable color creates an emotional bond between the consumer and your consumable product. Martin goes on to say color isn't the only thing which can create a truly Smashable brand. Pictures or photos, your language, icons, rituals garner brand identities.
Take a few seconds and digest that. If your product doesn't pass the taste test, so-to-speak, then maybe it should be augmented to try and attract consumers on a whole new level.
He uses McDonalds as a perfect example. Arguably one of the best known brands in the world, McDonald's uses the Mac in their name to every possible advantage. Whether "their world is awash with Big Macs, McNuggets, McMuffins and even McSundays", the vernacular has become part of our every day lives. My buddies and I often use Mac before some of our words in everday conversation. How many brands out there can make that claim?
Martin claims the idea of smashing your brand is simple. "Identifying the components you want to be famous for and leverage the fact that the logo is only a very small component of your overall brand visibility is key. Consider what your brand should be well known for in five years time from today and then consistently begin to build up the association with your signals. But be consistent and be persistent. Changing strategy half- way can be dangerous. Ex. IBM is no longer associated with Big Blue ? Pepsi has taken over. Why? Because these companies had taken their ownership of these essential colors for granted. Even if this means that you can find the Coca-Cola logo in a blue, green and orange versions in the UK."
Smashing your brand is in fact all about keeping focus on everything beyond the logo, because a good 90 percent of the real estate on your product or service should also be branded. When every other aspect of your product is branded, you have a truly smashable brand.
So, what are you waiting for exactly. Get to Smashing your product!
Till next time, may your wind never fail and may it sustain 13+mph!
Guys Night Out- Part Three
Part 3 of the 'Guys Night Out' installments begins like the others, as it revolves around an assembly of self-assured friends who meet infrequently to both catch up on current events and to ever grasp at the fleeting fountain of youth.
Current events range from our travels, both personal and business, to wives, girlfriends, movies seen, books read, of course politics, sports, and irrevokably about how we've all seemed to age overnight. We're left pondering where our youth has gone. At one point, we were engaged in a conversation about how much closer the four of us were to the magic age of 50 than to the other milestone 20? Next, as if inexplicably we were gloating, mind you, over the fact that certain members of this rabble had been carted while attemting to procure alcohol recently and were proud of it. At this point in our lives, it's a compliment to get carted. Albeit these days, all those who sell alcohol are supposed to cart everyone attempting to purchase. But, none-the-less it stokes the youthful fires to hear, "Wow you don't look that old?" or "That can't be right?". Keep the compliments coming I say.
That's right. Our conversation sunk to an all time low, well actually its been much lower, but how sad is it when a bunch of older dudes, oh I shudder to write that, get together and pontificate over how many times they've been carted since their last encounter.
Oh well, as usual there were many laughs and that's the key to eternal youth my friends. That combined with ample exercise, and travel (I know its a stretch but it sounds good).
Tying the carting aspect in as a common theme, we harmoniously and ironically all agreed the four of us look younger than our age because of our constant activities. That younger look could be tied to the fact that all of us are sports fanatics. The guys participate on a regular basis in basketball, softball, flag football, and weightlifting. Yours truly runs on a daily basis and when possible kite boards. Having recently picked up what could be the hardest sport I've ever attempted, I attempt to hone the newly formed skill whenever I'm in Shangri-La (a.k.a. KDH in the Outer Banks, NC).
We all travel a bit; whether for personal or business purposes. The guys travel quite a bit for work and I admit am envious. For travel seems to energize us as well. It allows us to shed our usual shell and take on another for a short time. Whether for pleasure or business; for a weekend or longer, that time away gives us different perspectives on life. And those perspectives add memories to our lives which keep the youthful tides flowing.
Those activities combined with the fact we all laugh at ourselves and others for that matter kkep us young at heart. For, if you can't laugh easily then you've lost a bit of youthful exhuberence and sadly are aging exponentially faster than your peers. For laughter is addictive.
So, what did we learn this last go-around. Getting older isn't such a bad thing as long as you keep everything in perspective and stay young at heart. Whether you travel, exercise, or laugh on a regular basis, you can remain youthful inside, as well as out, and keep positive perspectives on life and friendships knowing those friends keep all perpetuating the others!
Till next time may your wind be constant and above 13mph :).
Current events range from our travels, both personal and business, to wives, girlfriends, movies seen, books read, of course politics, sports, and irrevokably about how we've all seemed to age overnight. We're left pondering where our youth has gone. At one point, we were engaged in a conversation about how much closer the four of us were to the magic age of 50 than to the other milestone 20? Next, as if inexplicably we were gloating, mind you, over the fact that certain members of this rabble had been carted while attemting to procure alcohol recently and were proud of it. At this point in our lives, it's a compliment to get carted. Albeit these days, all those who sell alcohol are supposed to cart everyone attempting to purchase. But, none-the-less it stokes the youthful fires to hear, "Wow you don't look that old?" or "That can't be right?". Keep the compliments coming I say.
That's right. Our conversation sunk to an all time low, well actually its been much lower, but how sad is it when a bunch of older dudes, oh I shudder to write that, get together and pontificate over how many times they've been carted since their last encounter.
Oh well, as usual there were many laughs and that's the key to eternal youth my friends. That combined with ample exercise, and travel (I know its a stretch but it sounds good).
Tying the carting aspect in as a common theme, we harmoniously and ironically all agreed the four of us look younger than our age because of our constant activities. That younger look could be tied to the fact that all of us are sports fanatics. The guys participate on a regular basis in basketball, softball, flag football, and weightlifting. Yours truly runs on a daily basis and when possible kite boards. Having recently picked up what could be the hardest sport I've ever attempted, I attempt to hone the newly formed skill whenever I'm in Shangri-La (a.k.a. KDH in the Outer Banks, NC).
We all travel a bit; whether for personal or business purposes. The guys travel quite a bit for work and I admit am envious. For travel seems to energize us as well. It allows us to shed our usual shell and take on another for a short time. Whether for pleasure or business; for a weekend or longer, that time away gives us different perspectives on life. And those perspectives add memories to our lives which keep the youthful tides flowing.
Those activities combined with the fact we all laugh at ourselves and others for that matter kkep us young at heart. For, if you can't laugh easily then you've lost a bit of youthful exhuberence and sadly are aging exponentially faster than your peers. For laughter is addictive.
So, what did we learn this last go-around. Getting older isn't such a bad thing as long as you keep everything in perspective and stay young at heart. Whether you travel, exercise, or laugh on a regular basis, you can remain youthful inside, as well as out, and keep positive perspectives on life and friendships knowing those friends keep all perpetuating the others!
Till next time may your wind be constant and above 13mph :).
Wednesday, August 23, 2006
70-inch LCD TV... Bigger is better?
Is bigger necessarily better? Just when we thought the TV screen had reached its limit. Now I wonder just how large these works of wonder will be years from now?
Samsung has just created the first 70-inch LCD TV panel! That's right you're not reading things. 70-inches! Unbelievable really...
Personally, my 60-inch is entirely too big. Well, not entirely. Especially when its football season, NFL to be exact. There's actually nothing like watching your favorite team, the 5-time World Champion Pittsburgh Steelers, wage battle on the big screen while your utilizing the picture-in-picture option to keep tabs on your fantasy players. That my friends is a little piece of heaven. In actuality, if I had it to do over again I would have purchased a 42-inch plasma after all the reading and screens I've viewed here lately. But, I digress.
Samsung's 70-incher will be the largest on the market with a 65-inch diameter! It will boast the full high definition resolution (1920/1080p) and have a 180 degree conical viewing angle. With a contrast ratio of 2,000:1 it will also offer over 1 billion colors. Finally, the price tag is expected to be in the $12,000 range. What more could you ask for... right?
Well, who in their right mind would purchase such a luxury item? Your everyday millionaire probably will place this on their wishlist or just add it to their 5,000 square ft game room. But, for the average working man, this will be a bit out of their league. Though, 70-inches would sure be nice. Who said bigger isn't better? The pessimists obviously never saw a screen of this size or the NFL in HD for that matter.
I guess we'll wait and see how big the screens will be this time next year or how about 5 years from now. Who knows where the technology will take us. Only time and money will tell.
Until then, may the movie and sports fan in you find the large screen that best suits your needs and your wallet and may your waves never end.
Monday, August 21, 2006
Trade Show Giveaways and Trade Show Marketing
The whole purpose of a trade show display is to attract attention to your booth. But, in order to attract the most attention possible you should consider the use of promotional items.
The primary use of promotional items is to draw attendees to your booth space and thereby transform them into active participants in your brand messaging.
So it makes sense that the more people you draw to your booth the more potential customers you can appropriate. With that said, think of promotional products as an extention of your booth. They are very much the bells and whistles needed to put you ahead of your competition. For it is not necessarily the best display that wins but the best prepared display. For the best prepared exhibitor engages their customers and delivers their memorable showcase of product or service.
Further, to be the best prepared, you must realize you have but 3 seconds to grab the attention of those potential customers. In order to best impact that audience you must bombard them with as much eye candy as possible. The promos/giveaways offer an irresistible selling point that a typical display can not offer. Your audience has to want, as well as, believe they 'need' your promotional items.
It's been proven that tradeshow exhibitors who provide attendees with those 'needed' promotional items are in fact the most successful. Why you ask?
Because those who have chosen to do their homework before the show are the most prepared and the most organized. They know what to expect at the show and how to attain a greater percentage of the customer base. That homework will propel them into the competitive driver's seat at the show.
The promotional item assists with that targeting by offering both universal appeal and a one-on-one interaction between your sales people and the customer. Remembering to add your company name and/or logo to the items will make them even more memorable.
For the fact is quite simple. If you didn't add the attendee as a customer at the show, your window of opportunity shrinks exponentially once it has concluded. So, whatever you can do to keep your company name and brand in their minds and on their short list longer would be in your best interest.
In closing, do your homework before your big engagement and make sure your promotional items have met the necessary criteria to make you more memorable and assist you in gaining potential customers. For the customer's attention span is short and you want to grab them as early as possible. By doing so, you allow yourself a greater probability of closing a higher percentage of future customers. In order to grab that attention you would be wise to utilize promotional items and target your customer appropriately.
Good luck in your future trade show endeavors.
The primary use of promotional items is to draw attendees to your booth space and thereby transform them into active participants in your brand messaging.
So it makes sense that the more people you draw to your booth the more potential customers you can appropriate. With that said, think of promotional products as an extention of your booth. They are very much the bells and whistles needed to put you ahead of your competition. For it is not necessarily the best display that wins but the best prepared display. For the best prepared exhibitor engages their customers and delivers their memorable showcase of product or service.
Further, to be the best prepared, you must realize you have but 3 seconds to grab the attention of those potential customers. In order to best impact that audience you must bombard them with as much eye candy as possible. The promos/giveaways offer an irresistible selling point that a typical display can not offer. Your audience has to want, as well as, believe they 'need' your promotional items.
It's been proven that tradeshow exhibitors who provide attendees with those 'needed' promotional items are in fact the most successful. Why you ask?
Because those who have chosen to do their homework before the show are the most prepared and the most organized. They know what to expect at the show and how to attain a greater percentage of the customer base. That homework will propel them into the competitive driver's seat at the show.
The promotional item assists with that targeting by offering both universal appeal and a one-on-one interaction between your sales people and the customer. Remembering to add your company name and/or logo to the items will make them even more memorable.
For the fact is quite simple. If you didn't add the attendee as a customer at the show, your window of opportunity shrinks exponentially once it has concluded. So, whatever you can do to keep your company name and brand in their minds and on their short list longer would be in your best interest.
In closing, do your homework before your big engagement and make sure your promotional items have met the necessary criteria to make you more memorable and assist you in gaining potential customers. For the customer's attention span is short and you want to grab them as early as possible. By doing so, you allow yourself a greater probability of closing a higher percentage of future customers. In order to grab that attention you would be wise to utilize promotional items and target your customer appropriately.
Good luck in your future trade show endeavors.
Tuesday, July 25, 2006
The Green Eggs and Ham Sales Seminar
I would not eat green eggs and ham... Sam I am.
Who knew Dr. Seuss's Sam was a sales guru? One of my earliest reading experiences with my mom and dad was a Dr. Seuss book. Whether it was the colorful characters or the rhyming that made them stand out and forever be etched in my mind, I don't know. What I do know is that obviously that reading set the table for my future sales background.
There were many sales techniques Sam exuded but three in particular should be considered.
1- Staying the course and not wavering
2- Offering potential customers choices
3- Refusing to give up.
If you stop to ponder those traits they will most likely be the consistent traits for any superior salesperson. Crazy at it seems, not all salespeople posess these traits.
Fisrt, when you are in sales it's easy to lose your focus especially when confronted with the common responses of "no", "not interested", "get lost". But, it is the superior salesman who refuses to heed those responses and continues his/her course.
Second, offering your customer choices will offer several perspectives. Sometimes those unique angles demonstrate your product in an improved or enhanced light.
Third, refusing to give up might be the toughest of those traits to realize. Tough skin is not inherent in all people. But, those who do have it aren't detered when they hear negativity. In fact, they will often feed on that pesssimism and make that sale that much more essential and will go to any lengths to in fact aquire or secure that person as a customer. It becomes a principal goal at that point.
So, take a lesson from my green friend Sam and learn the importance of polite persistence. The most successful sales people ask for the sale seven or eight times and don't give up at the first sign of resistance. For Sam was in fact green with envy... envy over finding a new mark whom he hadn't secured as one of his own... yet.
Who knew Dr. Seuss's Sam was a sales guru? One of my earliest reading experiences with my mom and dad was a Dr. Seuss book. Whether it was the colorful characters or the rhyming that made them stand out and forever be etched in my mind, I don't know. What I do know is that obviously that reading set the table for my future sales background.
There were many sales techniques Sam exuded but three in particular should be considered.
1- Staying the course and not wavering
2- Offering potential customers choices
3- Refusing to give up.
If you stop to ponder those traits they will most likely be the consistent traits for any superior salesperson. Crazy at it seems, not all salespeople posess these traits.
Fisrt, when you are in sales it's easy to lose your focus especially when confronted with the common responses of "no", "not interested", "get lost". But, it is the superior salesman who refuses to heed those responses and continues his/her course.
Second, offering your customer choices will offer several perspectives. Sometimes those unique angles demonstrate your product in an improved or enhanced light.
Third, refusing to give up might be the toughest of those traits to realize. Tough skin is not inherent in all people. But, those who do have it aren't detered when they hear negativity. In fact, they will often feed on that pesssimism and make that sale that much more essential and will go to any lengths to in fact aquire or secure that person as a customer. It becomes a principal goal at that point.
So, take a lesson from my green friend Sam and learn the importance of polite persistence. The most successful sales people ask for the sale seven or eight times and don't give up at the first sign of resistance. For Sam was in fact green with envy... envy over finding a new mark whom he hadn't secured as one of his own... yet.
Friday, July 07, 2006
'Guys Night Out'- Part Two
As was the case with the initial installment of 'Guys Night Out', part II revolves around the rare time old friends share with one another. This week will mark the first time another close circle of my friends, from college no less, will convene since my wedding the preceding August. Well, that's not entirely true as three of the four musketeers gathered for an exceptional event this past February when the greatest NFL team of all time won another Super Bowl to add a fifth ring on their hand.
That extraordinary day aside though, the four amigos, Llama, Mike D, and Xman, and yours' truly, knowing one another a minimum of 25 years, haven't gathered to break bread or share a cold beverage since my last day of bachelorhood. A sad statement indeed.
When you stop and think about that declaration it is remarkable. It is noteworthy, for we invested ample time together from gradeschool through college and then upon graduation life as we knew it seemed to halt and that quality time was pulled in many other directions. It was at though the above-forementioned directions forced our time together to wain and concessions were made with that quality time.
Why then do we tend to distance ourselves from those who mean a great deal to us? Is it simply adulthood taking hold and forcing our hand acquiescing to our habitual routine? Or is it the fact that we grow up, older, and wiser and understand that those persons will in fact understand that we have moved forward with our own individual lives. That advancement doesn't mean we progress without our friends but simply beyond the times we gather. When age and maturity finally catch up, we are reminded our immortality has long since deserted us and we are merely older and hopefully wiser beings who need to reach out and share that time once again with those who supported us in our formative years.
Indeed, our buddies and close friends whom we have not forsaken but simply lost touch with over the years should always welcome us back with open arms.
But, it is our duty then to rekindle the moments shared with our friends to show them that we haven't lost that kinship but meerly set it aside to persue different goals.
This week our time together though brief and long overdue will serve notice that our future meetings will occur on a more regular basis.
So, I challenge you who read this to kindle those friendships again and reach out to those you haven't spoken to in quite a while. Why? Because it is "our" duty frankly to keep those friendships burning as we all grow older. For very soon we will be old and gray and reminiscing about old times and wishing we had invested more time and created more memories along the way.
Until next time...
That extraordinary day aside though, the four amigos, Llama, Mike D, and Xman, and yours' truly, knowing one another a minimum of 25 years, haven't gathered to break bread or share a cold beverage since my last day of bachelorhood. A sad statement indeed.
When you stop and think about that declaration it is remarkable. It is noteworthy, for we invested ample time together from gradeschool through college and then upon graduation life as we knew it seemed to halt and that quality time was pulled in many other directions. It was at though the above-forementioned directions forced our time together to wain and concessions were made with that quality time.
Why then do we tend to distance ourselves from those who mean a great deal to us? Is it simply adulthood taking hold and forcing our hand acquiescing to our habitual routine? Or is it the fact that we grow up, older, and wiser and understand that those persons will in fact understand that we have moved forward with our own individual lives. That advancement doesn't mean we progress without our friends but simply beyond the times we gather. When age and maturity finally catch up, we are reminded our immortality has long since deserted us and we are merely older and hopefully wiser beings who need to reach out and share that time once again with those who supported us in our formative years.
Indeed, our buddies and close friends whom we have not forsaken but simply lost touch with over the years should always welcome us back with open arms.
But, it is our duty then to rekindle the moments shared with our friends to show them that we haven't lost that kinship but meerly set it aside to persue different goals.
This week our time together though brief and long overdue will serve notice that our future meetings will occur on a more regular basis.
So, I challenge you who read this to kindle those friendships again and reach out to those you haven't spoken to in quite a while. Why? Because it is "our" duty frankly to keep those friendships burning as we all grow older. For very soon we will be old and gray and reminiscing about old times and wishing we had invested more time and created more memories along the way.
Until next time...
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