Premier Studios Blog

Resolutions And Predictions And Questions In 2012

Tue, 24 Jan 2012 13:03:06 GMT

Don’t you just love that New Year smell? Everywhere you turn, there is the sweet waft of optimism, eagerness and determination that resolutions bring. There isn’t one treadmill available anywhere. Lunchrooms are full of people obsessively consuming food normally reserved for rabbits. Workplace parking lots fill up just a bit sooner than usual and empty just a bit later.

As for nonprofit marketing professionals, many are still riding a wave of momentum from a great December push, while others wiped out when the calendar turned and wait to be washed ashore like driftwood. Still others have blown the dust off their strategic marketing plans, pinning a copy to a bulletin board and even mustering up enough discipline to follow it perfectly — so far.

Within these first few weeks of the year, there has been a great deal of marketing movement. Some nonprofits have stepped out in search of an agency or individual consulting partnership, while others have decided to take on more marketing responsibility internally and have paused partnerships.

Ready or not, the New Year is in full swing, and many strategic thinkers have already posted predictions about the state of the union.

Each year I look forward to Kivi Leroux Miller’s “Nonprofit Communications Trends Report.” The report is based on direct feedback and provides a clear compass to those in the nonprofit world. This year’s report was particularly insightful:

24% of nonprofits have a marketing plan for 2012.
Facebook is twice as important to nonprofits as blogging, video or Twitter.
New websites, real marketing plans, integrating channels and social media excite nonprofits.
Vying for attention, new social media, no money for marketing and burning out scare nonprofits.

Carol Cone, managing director/EVP of brand and corporate citizenship at Edelman and “mother of cause marketing,” recently penned a great piece for Huffington Post Impact on the “The Changing Face of Purpose In 2012.” In the article, she categorically lays out predictions for the vast world of “Purpose,” optimistically touching down on some continuing trends and cautiously exposing a few whose time has passed.

One particular point of interest was her prediction that “… behavioral economics has finally arrived." If you are a marketer, especially within the worlds of health or behavioral marketing, behavioral economics is an underutilized and invaluable tool to have in your belt.

Even in a month full of resolutions and predictions, I am still left with questions. Since one of my marketing mentors says, “Always have more questions than answers,” I guess I am entitled. One question I find myself still asking after many years is this: What will it take for nonprofits to realize marketing is the hand that feeds business?

I say that as a career-long nonprofit professional, not as insulated marketer occasionally rubbing up against nonprofits. I understand firsthand the annual and sometimes monthly struggle to keep services alive in communities and keep the lights on in the office. I also understand that underfunding and misunderstanding marketing (they go hand-in-hand) is fatal to an organization.

One of my resolutions is to get better at marketing … well … marketing. I also have a prediction that if marketed better, marketing will be no longer be an underfunded afterthought, but a proportionally funded engine for organizational longevity and community betterment.

Digital communication platforms have leveled the engagement playing field, giving nonprofit organizations and small businesses access to the same tools Fortune 500 companies have. However, one of the biggest differentiators is the utilization of strategy. Heading into 2012, fewer than one out four nonprofits has a marketing strategy. A marketing strategy doesn’t have to be complicated — just doable.

I asked my four-year-old daughter about her New Year’s resolution. After a quick briefing on the definition of resolution, she came back with “I plan to be more loving and listening.”

Now that is the best marketing strategy I have heard all year. Start there and see how people respond.

It's Always A Good Time To Tell Your Story ... Again

Wed, 04 Jan 2012 13:47:52 GMT

Internal brand managers often suffer from the myopic attitude of “been there, done that,” which leaves them continually looking for the golden idea at the end of the proverbial rainbow. In other words, something no one else has ever done or found. It doesn't exist.

There is nothing new under the sun (Ecclesiastes 1:9), and if you’ve been around long enough, you probably feel like you’ve tried everything at least once.

I continually see organizations missing opportunities to start new conversations with stakeholders because they fail to recognize opportunities for creating a fresh voice to tell their story — again.

Sure, you’ve told the story before, but that was during your 10th anniversary year. How might the story differ on your 15th or 20th anniversary? Just because you’ve told it once doesn’t mean you shouldn't seek opportunities to filter it through relevant current events, like an anniversary celebration, and tell it again.

Here are some opportunities for freshness ...

Milestone Events are important times to adjust and recraft your story in fresh ways. First identify opportunities to celebrate, and then inject the celebration into your narrative (not vice versa).

New Personnel are not only fresh faces to your organization, but also fresh voices to bring objective viewpoints, especially in their first 30 days. They're excited to be on board and aren’t yet tainted by assumptions. Give them a notepad and ask them to jot down what they notice (both good and bad). You'll be surprised by their objectivity and the ideas they contribute that might lend fresh perspective to your story.

Trending Technology often leaves us guessing about viability and application, so it's tempting to wait too long to experiment. New technology is an excellent way to present your story in a fresh way with very little risk. When technologies like PowerPoint and Adobe Flash came along, they spiced up presentations and generated new interest through motion graphics. All social media platforms provide R&D and experimentation while potentially reaching a broader audience. Check out Pinterest, for example. This could be a great opportunity to launch and share creative ideas, products, and services while telling your story.

It's always a good time to tell your story — again — through a fresh, new lens.

Planning For Roadblocks

Mon, 02 Jan 2012 10:18:13 GMT

Well, the calendar has changed over, and I just bet that you have big plans for your business in 2012. Maybe you’ve even taken some time off over the holidays to reflect, analyze, dream and strategize for the coming year. Now you’re back at the mother ship, and it’s time to bring your colleagues up to speed and make those dreams reality.

Best laid plans, my friends. Best laid plans.

As evidenced by the cliché of packed fitness centers on Jan 2 compared to the meager 30% of zealous folks who stick it out for a year, the doorway between intention and success is a narrow one.

Follow-through in the workplace can be just as tricky as at the gym. As part of your planning process, don’t forget to assess the barriers that exist for your goals.

Spend some time developing an effective communication strategy for your plan — including planning for tough conversations with those who may seek to mire you down with red tape or sell in a different agenda. You can have every “i” dotted and “t” crossed, but if you’re unable to effectively connect with those people needed to help make your plans a reality, you’ll find yourself stuck, sidelined and thwarted.

The HBR Blog Network put out a short slideshow last year based on a book by Holly Weeks called Failure to Communicate: How Conversations Can Go Wrong and What You Can Do To Right Them. These quirky slides serve as a good reminder for all of us as we proactively navigate difficult conversations — ALL conversations — for success. Take a peek.

And may all your conversations in 2012 be merry and bright.

Happy New Year! A Good Time To Assert Your Direction

Sun, 01 Jan 2012 09:51:08 GMT

It’s a new year and a great time for you (and your organization) to assert your destination. Without direction, people are set adrift. Unfortunately many succumb to this temptation from a desire to keep their options open. In failing to choose a destination, they are set adrift, and the result can be paralyzing for everyone onboard.

My family spent the holidays on a boat in the BVI, which means each day brings a new island destination and adventure. We crew the boat ourselves, so getting to the next island required some work by everyone on board. Ocean-going vessels, like airplanes, require a destination at all times and a constant power source. Losing direction results in a sense of urgency to resume direction as soon as possible. Whether flying or floating, the ultimate result of being adrift involves impacting land, which leads to disastrous results every time.

Every skipper knows the feeling of no direction. Suddenly you’re at the mercy of the sea — and it’s not a good thing. Succumbing to the temptation to keep your options open is much like floating at sea without a destination. It’s never a good thing. The truth is, it's frightening. Companies need a destination at all times, and every journey requires charting a course that ensures movement and momentum.

May you (and your organization) begin this new year with a destination in mind and the direction necessary to advance into exciting new teritory.

Happy New Year from everyone at Premier Studios!

When Two Great Companies Come Together

Mon, 14 Nov 2011 14:20:11 GMT

I wish you could attend a meeting at Premier Studios when incredible ideas are birthed. There are times I want to stand up and scream yahoo, or hallelujah! There’s no greater feeling than recognizing you’ve just witnessed something miraculous. It’s like fireworks going off.

Have you ever been to a fireworks presentation where you just wanted to scream during the finale. (Okay I confess, I’ve done it - and it’s awesome!) Have you ever risen to your feet at the climax of a crescendo during a great symphony performance. Now, that’s what I’m talking about.

I remember the first time I saw the New York City Ballet perform the nutcracker with the New York Philharmonic at Lincoln center, in New York City. We were on the second row, just stage-right of center. I had never seen these two incredible companies perform together. When the music began I literally rose to my feet without restraint. It wasn’t that it was only inspirational, I actually found it difficult to believe that what I was hearing was being performed ‘live’. I actually stood to my feet, straining to look over into the orchestra pit to see if the instruments were indeed playing. Sure enough, there they were, playing ferociously in the glow of their lighted music stands. It was not only an incredible sound, but an incredible sight. My wife tugged at my sweater for me to be seated. I sat in awe for the next two hours watching these two incredible companies perform amazing feats of theatrics and music; realizing there was no other place on earth that I could be and hear anything more beautiful. It was best-in-class; period.

There are many metaphors to describe two great companies coming together to produce something so amazing. I work with best-in-class people everyday. And yes, I think I have the best job on the planet. It’s true because we do great work for some incredible organizations; many of which I would enjoy working for almost as much as I enjoy my work at Premier Studios.

We are privileged to work with so many best-in-class organizations; and yes, we make incredible things happen together. Just as the ballet stays out of the orchestra pit and vice versa, they need each other to do incredible things.

Outsource To Apple?

Mon, 07 Nov 2011 11:21:58 GMT

Biographer, Walter Isaacson, reported Steve Jobs told President Obama in a meeting early last year, "you're headed for a one-term presidency," Jobs went on to point out to Obama, "regulations had created too many burdens on the economy."

When I read this, my twisted humor couldn't help but imagine that it possibly had crossed Steve Jobs' mind to make a run for Presidency.

Would Steve Jobs make a good president? The quick answer is probably not. But, it doesn't require much imagination to consider Jobs doing a pretty good job at it.

Steve Jobs focused intently on results. And while he frequently was right, and achieved his end-goals, unfortunately he made lots of enemies along the way and in some cases ruined a few folks. While the latter sounds reminiscent of politics, achieving end-goals in pololtics is not the first attribute that comes to mind.

Imagine government being outsourced to Apple? What would that look like? How would Apple’s innovative leadership approach negotiations with world powers? With most Apple components being sourced across Asia, and the fact that Apple is now the highest valued company on the planet, that should say something about Apple’s ability to negotiate effectively on the world stage.

All organizations share a unique ability to translate their expertise across industry (if not government). Most leaders probably spend little time thinking about how they might cross pollinate their expertise. In fact, it’s considered much more in-vogue to find your niche, stick with it, and do that one thing very well. However, I’m talking about missed opportunity here.

At Premier Studios, we think in terms of resisting the seduction to just be order-takers. That’s where you must wait to be told what to do. A culture of order-takers produces very little innovation (let alone results). Many times we must prod further and get a little nosey by asking difficult questions. And hopefully, on most days, it’s what we do best. It requires risk. It never suggests that we could do your job better than you; rather it seeks insight and opportunities to THINK DIFFERENTLY. (Sound familiar? Thanks Steve.)

Lessons From The Kitchen

Thu, 03 Nov 2011 08:20:12 GMT

Lately I’ve been thinking a lot about communication; especially communication with clients. During my childhood there were times when I watched my mom use a sieve as she worked in the kitchen. A sieve is used to separate desirable things from undesirable things, and they’re made with various-sized holes to provide the appropriate type of filtering. Because you can see the hole size, the result of the filtering is pretty easy to anticipate, and therefore not too complex.

In communication, this is not so much the case. As communicators, one of the significant challenges we all face is that everyone has their own personal sieve, or filter, and they vary in complexity depending on myriad influences. As communication begins, we can only assume the type of filter our message is going through.

The use of communication filters is a natural part of the communication process we humans use by default. The filter can begin on the sender’s side with naive thinking like, “This is what I meant, so this must be what they heard.” Or it could be more complex and influenced by the meeting last attended, a fresh disagreement with a co-worker, or the reality of unannounced budget cuts known only to one of the parties in the communication loop.

The bottom line is that your perception of your words isn’t always others' perception of your words. Are people really hearing what you’re saying, or only what you think you’re saying? What sieve is your communication being run through, and what sieve are you using as you interpret someone else’s words?

Patagonia: Not Your Everyday Cause Marketing

Mon, 24 Oct 2011 09:01:25 GMT

Unfortunately, cause marketing is too frequently unsophisticated, sometimes allowing the cause itself to justify executing a piecemeal campaign as a means to an end. Even the best of causes are easily overshadowed by poor marketing efforts. Cause marketing rarely works when reduced to mimicking successful mainstream marketing efforts. Cause marketing comes with a higher requirement — and a bit of sophistication is necessary.

I saw a great article in The Daily over the weekend. Clothing retailer Patagonia has launched a new campaign, suggesting that their customers quit buying their products and reuse the ones they currently own. The overall campaign aims to reduce the amount of clothing that goes into our landfills each year.

At first glance, it appears to be just another noble "cause" campaign, but look further; it's also a savvy marketing strategy that we can all learn from. No matter what the end result, this will be a win for Patagonia clothing.

“It’s a brilliant idea,” says Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management. “Either way, Patagonia is going to come out of this in great shape. If it takes off, it enhances the value of Patagonia items and will contribute to the sale of new merchandise. If doesn’t take off, Patagonia will get a lot of good press for being good to the environment.”

The best example of piecemeal is what we've all come to know as "viral." It seldom works. And people are more apt to try it, because the most remarkable success stories they hear about these days are usually the strange and unintended. Strange is easy to plan for; now try planning unintended.

To Be an Entrepreneur, Act Like One

Wed, 19 Oct 2011 13:05:26 GMT

When was the last time you took a glance in the rearview at the kid you used to be? What did that kid want to be when he grew up? An astronaut? Ballerina? President of the United Sates? Steve Jobs — oh, wait! That’s who grown-ups want to be when they grow up.

So how do you get from the grown-up who has accepted that he might not be a rock star by the age of 30 (mainly because you’re already 44) to a person — or an organization — who is living out your dreams and beliefs? Are people like Jobs, Zuckerberg and Gates genetic anomalies, so none of us can aspire to emulate them?

According to Len Schlesinger, Harvard Business School professor and president of Babson College, it isn’t about being an idiot savant or Silicon Valley techno-nerd; it’s about entrepreneurship. And his research shows that entrepreneurialism can be taught.

According to Schlesinger, entrepreneurs aren’t so different from you and me. His definition of successful entrepreneurial behavior over time turned my preconceived ideas on their head:

Low appetite for risk, but adept at reducing and spreading it
Starts without sharply defined goal or vision; refines over time
Sometimes there isn’t even a “big idea”; they just figure out how to do something better

Hey, so far that could be me! There must be a secret ingredient ...

Sure enough. It's ACTION.

The future is not a linear extrapolation of the past. So ... if we can’t predict the future, we must create it. We must ACT. With ACTION you get more times at bat during the same elapsed time, making your ultimate success more likely — and sooner.

Here are some tips from Schlesinger about how to get started:

Start with things you care about — know what you want.
Stop obsessing about all the things you need and take a small step with what you have on hand.
Make reality your friend and asset; build on it.
Take on only the financial risk that you can afford and feel comfortable taking on.
Act. Stop worrying about what you want to do ... and start thinking about what are you going to do NEXT.
Bring other people with you and remain flexible with your process.

So go ahead — take that first step! We are all entrepreneurs. Just too few of us are practicing.

Steve Jobs, 1955-2011

Thu, 06 Oct 2011 17:49:32 GMT

In the fall of 1984 my college roommate and I purchased an Apple Macintosh. He was a geek in the pioneering sense of the word, while I focused on the arts and making music. We both ended up Mac addicts, but for very diverse reasons. It was then I realized Apple was something special and for everyone.

Not a day has gone by since 1984 that I have not owned a Mac. In fact, I still have my first. And yes, I love my iPhone and iPad. I am proud to say in good times and bad, I have remained an Apple champion and admirer of Steve Jobs.

Steve's innovations will continue to be introduced for years to come. We will continue to be delighted with new developments and products he envisioned long before he succumbed to this terrible disease. Steve will be remembered alongside the giants of invention and innovation like Edison, Bell, Eastman, Carver, and Deere.

Today everyone at Premier Studios mourns the loss of Steve Jobs. His company inspires us daily. The tools and techniques developed by Apple have played a significant part in building our company.

We salute you Steve Jobs. Our sincerest condolences to Laurene, the children, and their families during this difficult time of loss.

In honor of Steve, I think today would be a good day to speak my mind to all my friends who gave me such a difficult time for being Mac-faithful in the 1980s and 90s; let it be known today, "I told you so."

Resist The Urge To Redesign Your Website

Wed, 28 Sep 2011 09:16:27 GMT

Forrester recently changed its assessment of when tablets would outpace sales of laptops, accelerating the date from 2015 to fall of 2012.

Unfortunately, the argument over paper versus digital was only a detour. Digital provides greater potential for usability, access and data presentation.

User experience (UX) now considers the interface and isn't isolated to only how information is navigated online. UX considers all things, as consumers are attracted to new engaging user experiences (QR codes, photography, social sharing, etc.).

While this new normal for UX has its challenges, the rewards are far greater; most importantly, convenience and availability. AdAge recently posted graphs showing consumer access by device and time of day.

These are static snapshots of now. As more consumers acquire tablets, they will adjust, just as the early adopters did, and will become more likely to carry their tablet with them everywhere they go. This is no longer true for the laptop. The laptop has become the new desktop. Everyday, I percieve an increasing number of people carrying iPads (e.g. restaurants, offices, church, etc).

It's not about Brands championing tablets. It's about Brands expanding ideas of how their information is served up, accessed and engaged. The good news is an expanding theme of simplicity. However, simplicity in this case doesn’t infer less-difficult. It will be very difficult. For some, it's a paradigm change. For others, it will require retooling your data presentation to stay relevant (and reachable). Much work is needed to progress.

The greater challenge ahead will be re-crafting and re-tooling websites for enhanced user experience (UX). We must resist the urge to just re-design them.

Covers

Thu, 22 Sep 2011 11:59:26 GMT

While it may be true that we shouldn’t judge a book by it, in today’s crowded marketplace the cover better be pretty compelling if you expect to make a sale. Content producers who hope that the quality of their content will automatically compel consumption are sadly mistaken. The harsh reality of our content-rich culture is that the thought and strategy behind the packaging must equal or surpass that of the content.

A few days ago some of us around the office got into a discussion about a certain musical artist. I think we all agreed that this particular artist has had an incredible impact on the music of our times and perhaps on society as a whole. But while some applauded the artist, others of us just scratched our heads wondering why.

As we talked through our opinions, it turns out that those of us identified as “head scratchers” just think the guy has such a lousy voice (at least to our ears) that we’ve not given him the same chance others have. While we admitted a need to be more open-minded, the packaging — at least for us — didn’t encourage listening.

The fact is the guy writes great music. The reason I know this is because I’ve listened to it being “covered” by different voices. For me, however, the packaging was a barrier to the content rather than a gateway. While it may be true that we shouldn’t judge a book by it's cover, it’s also true that we do. Does the cover on your content encourage customers to uncover and consume — or just leave it hidden under the cover?

The Kitchen Table Test

Mon, 19 Sep 2011 11:04:42 GMT

When Leif Johansson, retired CEO of the Volvo Group, sits around the kitchen table with his family on Saturday mornings, he asks himself, “How easy is it to explain what I have done this week and the decisions I’ve made? Does my family get it? Does what I say make them proud? Does it make me proud to tell them about it?”

There's no shortage of important metrics available to track our success as leaders, but the simplicity and self-awareness required in this “rubber meets the road” approach captured me. I believe there’s value here, and I plan to make it my own.

I was traveling on business this Saturday morning, so I had to wait until Sunday to really put last week to the test. Here are a few highlights of my first attempt and some of the results it yielded:

Part of our Premier Studios leadership team kicked off last week with a forecasting meeting for the balance of the year. Recalling the meeting to my husband, I was struck that just as much as I remember what our shared and individual goals are, I also remember the feeling of confidence and respect that was palpable around the table. We have some lofty goals, but I’d pick these people to be on my kickball team anytime.
Takeaway: There was value in remembering not only the meeting but the feeling of being IN the meeting — something I might not have reflected on if I hadn’t shared with my husband.

A big part of my focus right now is the SUSIE Magazine Christmas campaign. In explaining to my husband exactly how we plan to partner up with local nonprofit The Global Orphan Project so our readers can help build a village for teen girls in Haiti, I stopped short. Even to my own ears, the process sounded complicated. I heard the voices of my friends Susan and Jen in my ear when I share a new recipe with them, “How many ‘and thens’ are there? We only want three.”
Takeaway: As a result of articulating our process again at home, it’s on my agenda for this week to simplify, simplify, simplify.

We welcomed a new client to our offices this week, and it went well. To be honest, I wasn’t sure we’d bring in this project at the onset, and it was a great lesson to me that there is always opportunity until the moment business is awarded — and sometimes even after that.
Takeaway: A former colleague taught me it’s important to “win at every level” in business development. So true — and the ultimate goal — but sometimes three out of four is enough to bring it home. Keep pressing ‘til the end.

I represented SUSIE Magazine at a Girls of Grace event this weekend in Minneapolis — the fall kickoff for the last four events of 2011. As I shared the preparation for and execution of the event with my husband, I realized what a lovely thing it is to have people functioning in their true giftedness. Although each of them have many more attributes than the ones I mention here, I was particularly struck by how our team’s God-given talents blend beautifully. From administration, creativity and relationship-building, we have the right people in the right spots. Thanks to Becca, Steph, Berta, Matt and Susie for setting us up for success.
Takeaway: Having the right people in the right positions makes all the difference in executing your brand promise. It shows when you love something—not only in WHAT you do, but in HOW you do it.

Give the Kitchen Table Test a try. I’d love to hear about your experiences ...

A Beanstalk With No Jack

Thu, 15 Sep 2011 14:03:04 GMT

As the sands of the annual hour glass start to run thin, most nonprofit organizations enter into “silly season.” The last quarter of the year seems to be when the proverbial revenue alarm goes off and a mad reactionary scramble ensues to turn over every sofa cushion and hold every stakeholder by the ankles in search of loose change.

This isn’t going to be a post about how to be more strategic all year to avoid “silly season.” Reality is, it is mostly unavoidable and not necessarily a negative thing. According to Network for Good, 33% of all annual online giving happens in December, with 22% of all annual online giving happening between December 30-31 !

According to Convio:

Seventy-four percent (74%) of U.S. adults plan to give this holiday season. With average total gifts of $281, the anticipated amount raised by nonprofit organizations is $48.4 billion.
Giving is profoundly multichannel with 70% of donors saying they will give in multiple ways (i.e., print is still alive!).
Donors with online relationships with a nonprofit report they will give almost $100 more than average ($378 vs $281) this holiday season.
Generation X donors plan to give almost $350 this year, making them the most generous demographic.

So yes, unavoidable and rightfully so.

However, for nonprofit marketing and fundraising professionals, this isn’t as automatic as it may appear. Far too often, especially in recent years, the coffers begin to run bare by or before the last (calendar) quarter, leaving the migraine-inducing problem of reaping a harvest with few or no seeds. This pressure is compounded with the widely known reality of how common it is to raise significant funding in the last month(s). Nothing like peer pressure!

The way I see it, we have three choices of how to respond - 1) Complain and worry. It’s like a rocking chair — it gives you something to do, but gets you nowhere. 2) Play the blame game for not allocating enough budget toward marketing for the year. (That conversation is a year too late and is a never-ending "teachable moment" anyway.) 3) ... or take the one last bean you have and make magic.

In full transparency, this tends to be my exact reaction sequence.

This takes knowing and mastering your craft better than ever, perhaps immersing and studying like never before. This takes confidence in yourself, knowing you have been a part of success in the past and are fully capable of doing it again. This takes being vulnerable and asking for help. Mostly, it requires risk. Risk in doing something different in order to get something different.

It takes a lot of fortitude to realize conditions aren’t always (or ever) favorable for a bountiful harvest and it is up to you and you alone sometimes to make a beanstalk with little to no "jack" in the coffers.

Plant in a new place in a new way and step back!

The Secret Of Video

Wed, 07 Sep 2011 07:46:52 GMT

According to James McQuivey of Forrester Research (2009 Report), one minute of video is worth 1.8 billion words. And to think more video was uploaded to YouTube in the past 60 days than all the combined broadcasts of major TV Networks during the past 60 years.

Data specialist Cisco predicts that by the end of 2013, 90% of all web traffic will be generated by video. No doubt the first wave of user-generated content has subsided and the thought of capturing video is as commonplace as shooting photographs — considering the same devices now do both and more. It's difficult to imagine the world before our enamour with the tech surge.

But video is more than just YouTube and Vimeo. More than just capturing memories. In the last year, online retailers increased their use of video for product presentations by 40%, resulting in an increased consumer response rate of 36%. The bottom line ... video works.

So what's the secret to succesful video? It's simple, really: Take it to where the poeple are. I contend that the downfall of the :30 spot is not the ineffectiveness of the format, rather the migration of people away from where the :30 spot was once most effective. The demise of television as we knew it has everything to do with the reality of where people are now. Where are they? They're on the go.

People want their information on-the-go.
People want to be entertained on-the-go.
People want to connect with others on-the-go.

So you have a new video to show the world. That's great. And everyone you've shown it to loves it! You posted it to YouTube, but nothing happened. Why? Becuase that's not always where the people are.

Who are you trying to reach? Where are they right now?

Go there.

Microscopes, Telescopes and Stethoscopes

Thu, 01 Sep 2011 07:18:40 GMT

It is easy to get stuck.

For over two weeks I couldn’t find something tangible, let alone valuable and remotely interesting, to write about here. It was definitely not from a lack of insight or opinion, I’ve got plenty of both. When the well is full yet nothing comes out, frustration sets in and further ‘gums up the works.’

This was a case of a good old fashioned writers block, of which the cause is as varied as the remedies.

A wise man I work with referred to this as “mental constipation.” So true. As someone with, shall we say, delicate digestive plumbing, this metaphor resonated. I inhale so much content on a daily basis, more than I care to admit, no wonder most of it goes unprocessed and unabsorbed by my mental muscle. See the latest video from the folks at ‘Shift Happens’ (innuendo mostly unintended) about the realities of the information age we live in.

As evidenced by the reality of these very words, I have obviously moved (again, innuendo mostly unintended) past my blockage. During this uncomfortable experience, a gem of insight did appear to me - similar blockage happens to all types of business and especially to those of us who are stewards of a businesses marketing impact. Much like writers block, the cause can be as varied as the remedies.

When I get stuck with how to deepen and widen the marketing impact of a business, it generally has to do with the fact that I have spent to much time being ‘eye to eye’. Now, I realize that may sound counter-intuitive, shouldn’t we always strive to be ‘eye to eye’, on the same page, singing from the same songbook? Not if you want to know things they don’t know, do things they can’t do and see things they can’t see. Not if you want to do innovative and irreplaceable work.

If we spend too much time on the same ground as the companies we are paid to transform, these value differentiators become less applicable. You began to see their world the same. You see the same possibilities and pitfalls. Where is the value in that?

For me to be most effective, I need to be anywhere other than on the same surface, anywhere but ‘eye to eye.’ I need to be beneath the surface, examining the very DNA of business under a microscope to see their true nature. I need to be at 30,000 feet above the surface to view not only their world, but the entire world around them, and all the possibilities and pitfalls from a 360-degree perspective. After that, I need to come back to the surface to listen - not to their words, but to their heart.

It takes many tools to move a company, but none maybe as important as a microscope, telescope and stethoscope.

The Real Cost of Free

Wed, 31 Aug 2011 07:16:00 GMT

We will surely look back 50 years from now and laugh at the beginnings of so-called social media and how we learned to interact online as a planet. No doubt marketers are a big part of the problem, adding to the confusion especially when identifying the real value of services.

We are so quick to believe everything we enjoy should be available to us at no cost, meaning someone else should pay for the services we enjoy (namely advertisers).

The downside of this is that we sacrifice ourselves online without realizing the full cost. For one thing, we lose our privacy, resulting in our online behavior being tracked and sold for the purpose of reaching our pocketbooks.

Here are a few considerations for identifying your brand's value exchange ...

Who does your brand financially leverage for the purposes of providing your products and services? Customers? Advertisers? Donors? Members?
Does your brand offer services that connect people online, attracting and introducing people who share your services? Or does your brand connect people to other brands?
Is your brand becoming a source of information for constituents or advertisers?

The only wrong answer is having no answer. Identifying and understanding the real value-exchange, and maintaining this understanding should be at the core of every brand transaction. It is crucial to staying on course and weathering this social media storm — and we all tend to take cover during storms.

Work Challenge: Does the Chair Fit?

Mon, 29 Aug 2011 11:54:37 GMT

We are all on a hunt for the perfect chair at work — both literally and figuratively. Employers spend large sums of money to ensure that employees are supported and comfortable at their desks. But once people are in their chairs, are we spending the time and effort to ensure that the chair continues to fit?

Have your best people gone sleepy on you because they lack the appropriate level of motivation and opportunity? Or do your top people have the look of Archie, the dog in “How the Grinch Stole Christmas” — willing but visibly struggling under their load? What kind of challenge does your workplace represent?

Underchallenged
When we’re underchallenged at work, the to-do list is easy. We breeze through it with little personal investment. We’re checking items off a list, rarely seeking to refine or update current practices or explore new solutions.

And although it may at first sound appealing to have your job description so firmly under control, underchallenge is actually a crisis in the making. Good people will not stay in situations where they are underchallenged. They become bored and restless ... often reaching out to higher levels of leadership for help to lift the boundaries or limitations. Good employers will recognize this and provide opportunities for advancement, growth and change — or risk losing their rising stars.

Is this you or someone you manage? Have some of the chairs in your organization become too small? Have job descriptions become too predictable?

Dangerously Overchallenged
When we’re dangerously overchallenged at work, our to-do list becomes longer and longer no matter how much we accomplish. There seems to be no light at the end of the tunnel. We feel overwhelmed, unsupported and overburdened. Stress levels reach unacceptable highs and over time a person’s mental health and general quality of life can suffer. Many people describe feelings of hopelessness or loss of self-esteem because success does not seem possible within the current playing field. Overburdened employees are often fiercely loyal to the organization, but they are headed for a breaking point if relief does not arrive. They may be loath to raise a red flag because they perceive that those above them are similarly overchallenged.

Is this you or someone you manage? Have some of the chairs in your organization become so big that your best people are swallowed up by them? Do you have colleagues who are visibly wilting under the burden of his or her load?

Appropriately Challenged
Like Goldilocks, most of us tend to gravitate toward a chair at work that feels “just right.” But studies show that we all benefit from a pea or two under our seat cushion.

According to Bill Hybels, chairman of the Willow Creek Global Leadership Summit, we are appropriately challenged when we are just slightly OVERchallenged. Our to-do list is hard but manageable. Going to work feels like a really good workout. One organization I used to work with called it “good pain" — that feeling of building muscle, stretching and flexing ourselves in ways that promote growth, satisfaction and innovation. When people are appropriately challenged, they are engaged and focused. They are rarely complacent or arrogant. They think about work outside the walls of the building because they like it. They are invested in the organization, but they have some semblance of balance.

Are you and most of the people in your organization sitting in appropriately sized chairs with just a pea or two under the seat cushion? What does that pea look like for you and others?

People generally want to bring their best game. Underchallenged people leave organizations. Overchallenged people burn out. Don’t lose your rising stars. Find ways to engage and activate your best people.

(Categories introduced by Bill Hybels at the 2011 Willow Creek Global Leadership Summit.)

Not All Leaders Have Leadership

Fri, 26 Aug 2011 16:32:40 GMT

Leaders often rise to the position through prominence. And unfortunately there are numerous reasons why this is allowed to happen (popularity, talent, looks, money, voice, etc).

Leadership on the other hand, is what leaders do. It is learned and earned. It comes by trial and error (also known as experience).

Unfortunately, spotting the Leader lacking leadership is not always that obvious. Leaders without leadership are like a fungus, they go unnoticed until it’s too late.

A leader without leadership can result in very disheartening situations for those being led. The worst being when leaders become insular to the obvious. Top leaders are often too self-aware of their position to recognize what others can. They say, “I am the leader, I would know about this. And since I’m the leader and don’t know about this, it must not be true.”

I reminded my team this week that we are all capable of leadership. And Leadership is a much better path to the position of Leader, than only a path of prominence.

The Medium Was Not The Message After All

Mon, 15 Aug 2011 09:14:33 GMT

Even though communication technologies advance, quality information is still developed at the hands of very talented capable people — people who are great at capturing and presenting information in the marketplace, exclusive of the medium.

No doubt certain types of information still require sophisticated infrastructures, like stock market data, live on-location satellite transmissions of breaking news, and even sporting events. However, the vast majority of information doesn't require signifiant infrastructure (and it's really starting to challenge the quality of our message).

Just because your favorite writers, reporters, and authors can blog or tweet doesn't mean these talented storytellers are interested in keeping up with technology. For many artists (and yes, they are artist in the finest sense of the word), modern technology is seen as a distraction to their core mission.

For others, technology advancements have blurred the objectives and distracted the audience from the message. Marshall McLuhane coined the phrase "the medium is the message." However, it is proving to be less about the medium and more about the strength of the message (including those creating it). Social media shoves many "round" brands into "square" holes, and the message is suffering because of this.

Too frequently, we desire the medium to become more important than the message, because more of us understand the mediums and the tools are easy to use. Word processing and spreadsheets used to be the exception, specifically reserved for a select group of authorized, capable experts within the organization. This is no longer true; every desktop can access these tools (and many times for free). However, having these tools does not infer expertise.

The balance between quality content and up-to-date technology has shifted and organizational messages are suffering due to the intense focus on technology. When was that last time you saw an IPO for a content creation company?

What remains constant throughout are the talented people required to tell a story. Yes, it’s a requirement. Don’t let the technologists fool you. Their role is important, but they will never replace the storyteller and content creator; those talented people capable of communicating the message (exclusive of the medium).

Tag, You're It!

Thu, 11 Aug 2011 13:52:18 GMT

I assume like me, you used to play Tag when you were a kid, and like me, you probably enjoyed both the challenge of tagging or avoiding getting tagged. I always had such a euphoric feeling of victory yelling out, “Tag, you’re it!” every time I passed the baton of “it-ness” to someone else. Today the game has changed a little bit. Now we’re tagged in people’s photos on Facebook or other social media sites. In some cases, it’s fun to get tagged, but at other times the photo may not be quite so flattering. That definitely alters the fun quotient. At any rate, this notion of tag is interesting and varied.

Recently I had a more serious kind of tagging opportunity in the form of a client who wanted our help in developing a new tagline for their brand. This is a huge deal because an outgrowth of an effective tagline is sort of like the public shouting out, “You’re it,” each time they’re touched by your tagline.

For me here’s what this looks like – well sort of. Whenever I see the tagline “Rethink Possible” I shout out (at least in my mind), “OK, AT&T, you’re it! You’re the brand who is helping me rethink possible.” Yeah, yeah, maybe I exaggerated this a bit, but really that’s the goal of a tagline - for that brand to be “tagged” in a way that brings it home to me and makes it relevant in my life.

An effective tagline should be memorable, believable and actionable so that when your clients see the tagline they automatically “tag” your brand.

SO, what taglines these days cause you to shout out, “You’re it!” whenever you see them?

Almost Half of Adults Now on Facebook

Mon, 08 Aug 2011 10:34:31 GMT

So 47% of all adults in the U.S. are now Facebook users ... liking, linking, updating, uploading and commenting. Is this a good thing, some may ask? Social networking sites in general — and Facebook especially (perhaps in part for its cavalier use of the word “friend”) — have come under fire for fostering pseudo-engagement at the expense of the real deal.

But the reality is not what you might think.

According to a recent Pew Internet study, Facebook users have MORE close relationships in “real life” than non-Facebook users.

Here’s a snapshot of the findings (for those who use Facebook more than once a day):

Facebook users are more trusting than others. They’re 43% more likely than other internet users to believe people can be trusted (3x more than non-internet users).

Facebook users have more close relationships. They average 9% more close ties in their overall social network.

Facebook users are more politically engaged. They’re 2 1/2 times more likely to attend a political rally, 57% more likely to persuade someone on their vote, and 43% more likely to say they would vote.

Facebook users get more social support. They receive more (as much as half of the support provided in marriage) social support, emotional support, companionship and aid (physical help when it’s needed).

What does this mean for marketers? Here are a few observations to consider for your brand or organization:

Step back from the philosophical debate of what “real” engagement is and realize that social networking — and Facebook, specifically — is another viable medium to use in reaching half of the adult population. Sometimes it’s the right answer; sometimes it isn’t.
If Facebook users are politically engaged, there’s a high likelihood this extrapolates into cause engagement and other issues — especially important to nonprofits and missional organizations with a cause to promote.
Facebook users are influencers. They have more friends, garner more “real-life” support, and engage regularly with more people than non-Facebook users. In short, they’re talking. They might as well be talking about you.

Intern Insights: Signing Off!

Fri, 05 Aug 2011 09:37:43 GMT

Wow! It’s hard to believe that today is already the last day of our internship. It seems like we were just being greeted at the welcome breakfast on our first day, and now it’s 10 weeks later and time to say goodbye. Throughout the summer we’ve learned so much, but if we had to narrow it down to one idea, here’s what we’d say …

The sum of the whole is greater than its parts.

We’ve seen this in a lot of different scenarios during our time at Premier Studios. What starts as one person’s big idea grows and improves as others give their input too. The end product may be completely different than what we began with, but it turned out much better than anyone would have imagined at the beginning. We’ve seen this countless times. Whether it’s an article, a creative brief or a new marketing strategy, nothing substitutes for the value of others’ suggestions.

Earlier this week we had the chance to discuss this with Gerald Smith, president and CEO, and Mark Cork, vice president. One thing they added to this observation is the importance of humility. A team player doesn’t announce at the end of the project that he was the one who came up with the original idea. Instead he embraces others’ ideas and celebrates the success of the team. This is something we’ve definitely seen at Premier Studios as we’ve watched different arms of the agency work together to come up with a solution that meets the client’s needs.

As our time draws to a close, we'll all go our separate ways. Grace will enter her junior year at Washington University in St. Louis, continuing with her marketing and Spanish majors. Kyla will return to Pittsburg State University for her senior year in commercial graphics and graphic communications management. Becca will continue working for Premier Studios and SUSIE Magazine in the role of communications coordinator. We all have very different paths ahead, but this mindset of embracing collaboration will help us succeed wherever we are.

Start With Big Ideas! & What If?

Mon, 25 Jul 2011 11:01:22 GMT

Have you ever been stuck in a really small space like an elevator? It's amazing how cramped it can feel when you suddenly come to a complete halt, and realize someone failed to read the capacity signs correctly.

Last February, I was on a very small elevator with five other grown men in Ushuaia, Argentina. We had failed to notice the warning signs above the door and sure enough, the sudden reality that the elevator was now stuck between floors quickly sucked the oxygen right out of the space.

Fortunately, no one panicked and the elevator slowly drifted down to the first floor. At first, a few jokes were made to lighten the moment, and then began a discusison of big ideas and what if's? Ultimately, the solution was simple; six grown men anxiously pryed the doors open with nothing but our barehands.

Imagine what would've happened had someone yelled, "oh my God we're all gonna die!" It certainly would've changed the mood. In fact, we might have considered the possbilibty for a split second but instead "Big Ideas" and "What If's" took over. I must admit that given the choice, I would have chosen those five men to be stuck in an elevator with.

The capacity of the human spirit to dream and imagine is not very scientific. It only seems that way when we add limitations and parameters. Too often assumptions and fear drive our organizations. And while the concept of being stuck between floors might be a great anology for struggling organizations, the real lesson is in what can be imagined from the experience.

Try beginning the next difficult discussion by asking for Big Ideas & What If''s.

If you are uncertain the right people are on the team, imagine them stuck in an elevator; now what happens?

Intern Insights Weeks 6 & 7: Learning in Louisville

Mon, 18 Jul 2011 16:08:57 GMT

A little more than a week ago, we had the opportunity to go to the Nazarene Youth Conference (NYC) in Louisville, Ky. We were there to serve as brand representatives of Premier Studios for SUSIE Magazine. The Nazarene Youth Conference is an international youth gathering hosted once every four years. Premier Studios produced the event for International Church of the Nazarene to create a life-changing experience for more than 6,000 students and 2,500 youth leaders. A few observations from our week:

Interacting with individuals from our target audience gave us an appreciation for their unique personalities and a greater insight into what they want from our brand. Hearing their feedback helped us understand how we can better deliver relevant content.
We were encouraged and validated by the heartfelt stories and genuine excitement we received about our product.
We began to realize just how much work it takes to increase brand awareness for any product (we handed out almost 2,000 magazines). It takes a lot of determination to make your voice heard — even when you’re confident your product is something of value to the consumer.
Watching the Premier Studios production team manage such a large and complex event was something that we couldn’t observe in an office. We got to watch the event unfold from big-picture ideas to the minute details. This planning and the devoted team members involved allowed for a seamless execution of each session.
We were fascinated by the broad skill sets of our coworkers. From managing the cameras to organizing each session’s schedule to calling the event, we loved seeing them fulfill a wide variety of roles.
Being a part of the production company gives you certain perks. Our “All Access” passes granted us the opportunity to meet celebrities like Francis Chan, author of Crazy Love, and the band Starfield backstage!

This event only happens once every four years and getting to see the result of so much planning and hard work was an honor. The teens were only there for a week, but the impact this event had on their lives will last so much longer.