It Is Here!

My top seven event marketing trends for 2010 are here! And even if you don’t know the difference between a tweet and a yelp, understand that the educated, informed and active consumer is alive and well, and traditional marketing channels have passed away. Marketers will discover that to stay in the game in 2010 will require, more than ever, agility and a willingness to venture into uncharted waters with new and adaptive innovations. The time has come to explore, ideate and gamble – to tear down the walls that separate people from each other and their views about your product. Here is one of my top seven event marketing trends for 2010. Businesses should note the emergence of a ‘transparency and honesty’ theme that is rising to the top.

1. Social, Media, Networking…Oh, My!

No longer considered a tween fad (think Myspace) or a place for grandma to post pictures, social media will effortlessly meld personal and professional, online with brick & mortar and provide cohesion between brands and their customers. This trend to build customer-centric communities that incorporate internal collaboration, extending a company’s tentacles out into their customer and partner networks, will continue to grow and up the ante in 2010 [btw, according to eMarketer U.S. ad spending on social networks will show a 7 percent increase in 2010, to $1.3 billion]. Savvy marketers can stay ahead of the curve next year by introducing events + video into their social media efforts. This trinity marriage should result in more engaging content, a dynamic way to hear and interact with customers, and produce ‘infections messaging’ that travel faster than ever before. Social media might well become the base in the marketing mix topped off with the event experience, and the spice of video, as brands remove the layers between themselves and the customer. In 2010, custom created events using branded social networking will be the norm for persuasion through organically fitting into the consumer’s social sphere – developing, connecting and engaging loyal fans and customers.

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It is acceptable.

The Christmas holidays are the perfect time to celebrate. And a celebration can, and should be, centered on meaningful expressions, that are not necessarily tied to religious beliefs (i.e. the end of a good fiscal year, surviving a tough economy or an appreciation for what you have).

With that said, the question of gift giving to clients always comes to the surface this time of year. Not only is giving gifts to clients acceptable, I believe most businesses could benefit greatly if they would treat their valued customers like a love interest or a really hot date. This is a time to remember those that matter. An appropriately matched client gift can go a long way in cementing relationships, and securing future business. Therefore, client gifts should be carefully chosen to be meaningful and produce the greatest return. I adamantly urge businesses NOT to send clients 'gifts' emblazoned with their own company logo, phone number or URL address. The last thing a company wants is to appear cheesy, self-promoting or disingenuous.

I prefer giving gifts that the client can actually use or will remember well past the holidays. Free shipping, account upgrade, a gym membership, a service, magazine or recreational subscription; or a monthly pizza delivery for the office, will have a significant impact on your business being remembered. Or surprise a client by organizing a crowd sourcing collaboration focused on their core business. Also, picking up the tab for drinks and dinner can be much more cost effective (and more personal) than purchasing advertising in a trade magazine.

My mantra is, 'Give the unexpected that is so unique and innovative that it causes customers to remember, and competitors to envy, the way you do business'.

It is Time!

Today I had an opportunity to pitch my creative ideas and insights to a journalist from a major on-line publication about strategies Cadillac might use to revitalize their brand.

Part of the problem as I see it is, GM has become like a gigantic, big-budget locomotive engine that appears oblivious to the changing landscape; puffing along, and up until recently, quite complacent and comfortable. What I suggested is that both GM and the Cadillac brand, need to create a cultural message (think Volkswagen van), seek out "uncomfortable and unsafe" marketing channels, and learn to obsess about their customers.

It is time for auto manufacturers to re-discover their story; the cultural and social "why" behind the purchase. Forty years ago, car models conveyed the lifestyle, and reflected the views/values of, the customer -- that some how got lost in MPG's, RPM's and the MSP! There is a sexy Cadillac swagger out there that remains undiscovered and untapped.

What's your story? Isn't it time to start telling instead of selling?

Wishing you success!

Deborah

It is True!

I read recently new information that I was already aware of. The traditional press release is DEAD! Yep. Gone, buried and about as obsolete as an 8-track tape!

That's because media outlets today are looking for the the story behind the boring statistics and mundane everyday occurrences. At CMF, one of the things we pride ourselves on is that we know the difference between a good headline and great story.

Jeremy Gutsche, trendhunter and author of the new book Exploiting Chaos, says rule #1 is to relentlessly obsess about your story! In other words you should be constantly discovering and evaluating viral trends and innovation and how and where you fit into the creative structure.

It is true! Today's global marketplace demands that you create and cultivate your story into something that connects you, your message, your brand in order to travel faster than ever before!

Wishing you success!
Deborah

IN OTHER NEWS...Traditional Marketing Pronounced Dead!

Funeral services for Traditional Marketing were held recently and sadly, only a few people were in attendance. That’s because most entrepreneurs and small business owners were completely unaware that traditional channels and campaigns (including guerrilla marketing) died and are no longer as effective.

As the owner of a small (and I like to think, emerging) creative marketing company, one of the biggest challenges I face is convincing clients that today they absolutely must provide a real customer experience that is connected to their brand; one that taps into the customer's behavior [see my blog "Branding From My Mother's Kitchen" 11-08]. Otherwise, promotion without behavior or branding that does not DO something is as purposeless as tits on a bull and produces little to no bottom-line results.

So, what is the latest marketing innovational shift you ask? Ladies and gentlemen, we have entered into a NEW age of marketing where successful brands (that also includes YOU as the brand) are harnessing the power of social media + video + special events. And THAT, my friends = NEW MEDIA and the wave of the future -- this is the cutting edge of where you absolutely must be if you plan to move your business to the next level. Lag on this and you will definitely lose!

When I first started in this business back in the early ‘80’s (I know, I’m dating myself), working in the world of corporate special events and meeting planning wasn’t even a career choice. In fact, my first job in the business, I was hired as a “marketing assistant.” I vividly remember telephoning my mother all excited about this new job I just started. The first thing my mother said to me was, “…oh baby, you might want to look for something else because there can’t be much money in planning events…” Who knew, I know I didn’t, that corporations spent hundreds of thousands of dollars on meetings, conferences, special events for everything from promoting new products to boosting company morale.

So it is with pride and awe that I watch special events evolve to become a pivotal and necessary player in this NEW MEDIA. Suddenly incorporating an event into the marketing mix is a way to give your customers something to DO (and say) about your brand. Cutting-edge businesses are discovering the power that a single event, video taped and then shared through social networking (i.e. WACPTV, Facebook, LinkedIn, Twitter, et al), can have on their brand.

The use of video has become the standard medium (for now) to broadcast news, events and entertainment. Posting video on UGC (User Generated Content) social websites provides key brand interactivity and recognition – becoming THE catalyst for brand advocates and evangelists. In other words, customers will view your video, reply with views and opinions, and then share that information with others. And all this viral buzz is done without the purchase of print ads, radio or television spots or direct mail marketing (old traditional marketing channels). In fact, U.S. ad spending continues to decline.

Take for example, the uncanny rise the ‘Britain’s Got Talent’ contestant, Susan Boyle which has led to more than 100 million hits on YouTube (making it the most popular video in YouTube's history – good lawd, before tweezers!). You would think that Susan or at least the TV show is profiting a nice hefty dividend check? But according to Google "That video is not being monetized." That means that $500,000 and change in licensing fees and more than $1M in overlay ad revenue are being left on the table. The digital age provides opportunities, but only if marketers know how to grab them.

Even though I do think there is still a place for some traditional print marketing and TV/radio commercials. They definitely do not dominate like they used to so you should use sparingly (and wisely). Therefore, the idea is not to throw money at your customers through expensive ads and commercials -- because the average person is not willing to retain or use your brand’s message (which, according to author Jonathan Baskin, is a little over 1 million messages a year).

Involving customers in events, captured on video and shared through social networking will create a much larger promotional splash and actually inspire (WOM) evangelism. Take a look at how Saturn used a “House Party” mega-event and partnered with TLC’s Real Simple Real Life as their social media channel to increase brand awareness by 38%. Give customers (brand) freedom to experience what matters most and a way to share their views and opinions and they will not only embrace your brand, but encourage others to as well.

Okay, so I’m hanging up my Black dress now and dusting off my red (party) stilettos – look for my video-blog on a social network near you!

Deborah Porter

dporter@creativitymadefresh.com

http://www.creativitymadefresh.com/

702-505-7110

Is BLACK the NEW BLACK?

The more I observe, the more I'm convinced that we truly are a curious nation of followers. A few months ago, I wrote about America’s brand, asking the question what does “Brand America” look and feel like? Beyond the American flag, apple pie, spacious skies and purple mountains majesty, I asked if we’ve made lasting changes to our views and perceptions about race in our country – did we wake up on November 5th to a new icon that says we feel differently about each other?

Well, I dunno if we’ve made lasting changes; tremendous strides? Yes. Lasting changes? I’m not so sure. But I can say that what I’m witnessing now borders on the ridiculous, and is very typical of the American way. And that is to be ‘Fashionably Black’. Not a reverse discrimination per se, but suddenly, it is very trendy to have Blacks in leadership, on our boards, committees, and running our companies. Black is the New Black!

Now before you judge my views as bias (Good Lawd, I can hear the NAACP calling for my card). I am an African-American woman who proudly voted for President Obama, who supports Black initiatives along with select Black organizations. I believe in diversity, fairness and equal opportunity. But I question the sincerity of any organization that has had no history of African-American inclusion suddenly wanting to engage Blacks in leadership. And not necessarily because the person is the best at what they do or the most qualified (although they could be), or because it demonstrates a company’s earnest desire for diversity. No, many businesses are just following a perceived trend. From the nomination of Michael Steele as the new Chairman of the RNC to Mike Paul, publicly demanding that the PR Society seat a Black member on its executive board, companies are scrambling to include more African-Americans in prominent positions. Yet there are countless numbers of companies that have no diversity whatsoever. Okay, so you’re thinking, so what’s the problem? Well for one, any company that would follow a “jump-on-the-band-wagon” trend is sure to disengage when the fad has passed. Second, ‘Fashionably Black’ rings disingenuous – did it take electing a Black man as the leader of the free world for us to realize there were no Black leaders in our companies? Did your company embrace diversity before November 4? How many African-Americans were a keynote speaker or spokesperson for your product, or invited to your party or a preferred vendor before the election and how many are you seeking out now?

But this brings up a more serious phenomenon in business, and that is our propensity to be followers rather than innovators, creators and real visionaries. One of the reasons President Obama was successful in his bid for the white house, was his audacity to do the outrageous, the unthinkable, to stand out, and then run the most unique political campaign in our nation’s history. The fact that he did all this is as a Black man was an added bonus of fortitude to the package. And don’t get me wrong, I don’t have a problem following some of today’s trends (why re-invent the wheel?) – I enjoy my iPod, text-messaging, Apple martinis and hair extensions. But I also recognize that trendy phrases like, “your call is very important to us,” “how may I direct your call?” “service first” are all very passé and meaningless idioms. We do it because someone else did it. That’s because growing this country, like growing your brand, requires a business to be innovative and a front-runner of the unthinkable – inventing a brand, new bar, not following the herd under the old one.

If we want true economic recovery we can’t get stuck at the top of this victory hill (none of us is allowed to rest on the coat tails of President Obama’s blackness). We must bravely go out and create something new, something cutting edge in our businesses, our marketing campaigns, our events and promotions. And if that means including more African-Americans in our organizations, that’s even better! But don’t follow what has been done (there is only one Barack); instead blaze a new trail, a new path. Be original. Be uniquely you. In fact, I encourage each of you to be so daring, so brash and brazen that it makes your insides churn with fear just thinking about what you’re planning to do. Because only then can you be a creator of the next big thing, the next impossible endeavor – which is the backbone of America’s ingenuity – it’s our brand! And by all means hire me to aid you in pushing new, creative boundaries – but not because I’m ‘Fashionably Black’, but because I share your company’s vision for setting a new bar!

Is Your Client Madly in Love With You?

Most of my girlfriends will attest, that I’m pretty happy being a single woman (most of the time) and I don’t normally flash my high-beams at a man when I’m at a party or social function. And yes, there have been many BFF discussions over martinis whether a woman can be married if she really wants to be, but I feel that my ‘dilemma’ is that I have yet to meet “the one.” In truth, I’ve decided to hold out for a man that will look at me the way Barack looks at Michelle – and yes, Mr. President-elect, we have noticed those subtle pats on her backside. But it’s very simple. I want his glance, his mere gaze to make me forget myself and where we are, and have us pause to ponder our destiny. I want others to not only admire our PDA, but envy our powerful magnetic bond. Like when Jerry Maguire finally reaches Rod Tidwell in the locker room and everyone around them feels their reverberating connection – none more than Cushman; who turns to Bob Sugar and says, “…why don’t we ever hug like that?’ So it’s not surprising that while creating Valentine’s Day party ideas this week for a hot nightclub here in Las Vegas, romance has permeated the air in my office. And I begin to explore the correlation between the man/woman relationship and the relationship we have with our customers and clients. Because I’ve determined that at the very least, I want my clients to love my creativity, and feel that the services I provide are so incredible it causes even my competitors to envy or admire the way I do business!

So much of what event marketers and producers do, requires us to be more intuitive to our customer’s goals, objectives and sometimes personal preferences. We must court the client in order to generate intangible ideas in a highly creative process that often results in emotional responses from clients and guests alike; responses that can build or destroy the relationship with the client. Because a smoking hot event can exponentially say to the world that you are hip, sophisticated, and innovative, or if lack luster can prove you to be a traditional stick-in-the mud with no vision. But it is far better to have raw emotions (and be either loved or hated) than to have a mediocre relationship with a client.

So in our new experiential-social economy, I’ve put together ways to help you go from dating or just hooking up, to producing a client that is in love with what you do and how you do it. In fact, I believe most businesses could benefit if they would treat their customers like a love interest or a really hot date.

Wooing (Muuhwhaaa…)

Wooing is that dating period of slowly getting to know each other, and it is a necessary part of the relationship (and the sale). Take the time to get to know the players and let them get to know the real you. However, now is NOT the time to discuss your previous client’s flaws, reveal that your team’s creative process involves coloring books and a bottle of Patron, or that you’re driving your parent’s second car! I’m not at all advocating being deceptive when pitching to a client, but you do want to present your best talents and unique abilities and avoid any embarrassing attributes. Concentrate on divulging how your talents can benefit the client’s business; and why you are someone they should get to know. A prominent woman speaker once said that she advises women to go on that first date wearing little or no make-up and Saturday morning ‘bed hair’ so that a man knows exactly what he was getting. You know, keepin’ it real! Well, bravo my brave sisters; you go right ahead -- because I, for one, won’t be showing up for any date without my MAC cosmetics and Bobby Brown lip glaze -- although I don’t believe in putting on airs -– for a man or for a new client. What I do strongly believe in is being my authentic self and presenting personal best.

An Exclusive Relationship (Of course I trust you…)

Have you ever really discussed exclusivity with your customer? In other words is the client even aware that your company wants to date exclusively with the possibility of marriage? If your client is still putting out an RFP for every single event or marketing project, something is wrong with your relationship. Seriously, you may be assuming that the client is all yours, when in fact they spread out their projects to one or more of your competitors. But when you have developed a strong bond with a client, they know that even if you can’t provide the service they need, they can come to you for the best possible recommendation or referral. What’s important about this is you have control and can refer a trusted source; someone that you can or will partner with. I make certain that anytime I must make a referral to another business that they also share my passion for excellence – and it’s a business that will ultimately refer me. And while I am secure in my client relationships (able to refer without creativity envy), I don’t want my clients being ‘intimate’ with some other company and then coming back infecting my team with highly contagious bad vibes, demanding attitudes and low budget (cheap) expectations. Use protection!

Communication (What’s your name again?...)

Okay, can I just tell you right now that if a man doesn’t call me the next day after a night of intimacy, there will never be an encore performance. Or if this said man calls me only when he has ah, um shall I say, “needs,” I consider this to be an official booty-call and subsequently will block his phone number. So if that makes sense socially, why on earth do companies only contact their clients when there’s a sale to be made, or a need to talk about the latest-and-greatest new product? How often do we complete flawless operation of an event or production, and then stop communicating with the client for months at a time. No ‘follow-up’. No ‘what’s next’. No ‘do you still like me’. You would be shocked to know that a producer of a major world expo doesn’t contact their attendees again until a few months before the next expo. And they are not alone. An accomplished paramour will stay in communication (with love notes, late-night phone calls) right up until the time for the next soiree! For heaven sakes, stay in contact with your clients! Geez!

Gifts (For me?...)

From a single rose to diamond jewelry and everything in between, women love receiving gifts from a man she’s dating! It demonstrates his sincerity and level of interest. So, what is your excuse for not sending thank you or congratulatory gifts to your clients? Even in a down-turned economy, it costs very little to bring coffee, donuts or snacks to your meetings – don’t be labeled a ‘cheap date’ because the client will remember this when the market turns around (and it will). Okay, if you must cut-back, cut the office supplies budget, but leave money to spring for client lunch, dinner or drinks – this will go a lot further in cementing the relationship. And may I digress for just a moment? Pahleeze, don’t send clients ‘gifts’ encased with your logo, phone number or URL address. This smacks of cheesy, self-promotion and appears disingenuous. Save the company logo and a picture of your dog, Sparkie, for pens, hats and other small promotional give-aways and give ‘gifts’ that the client can actually use. Picking up the tab for drinks and dinner can be much more cost effective than purchasing advertising in a trade magazine or main stream publication –socializing with the client is much more personal!

As we prepare to enter a new year, it is important to me to make everyday count and to engage with people I respect, admire and/or care about (whether in love or in business). Wouldn’t it be fantastic if in 2009, whenever possible, each of us could choose to work with clients that we are genuinely happy with? I’ve been fortunate so far to only work with clients I really like (even in this recession). And I admit that it’s the initial falling-in-love stage with the client that I enjoy the most. Meanwhile, I’m still waiting for my own ‘love connection’ with a man who will make me want to share my bathroom vanity, remote control and shoe rack.