At the end of the Oscars last night, the fifth grade PS 22 (Public School 22) chorus from New York City sang the finale, “Somewhere Over the Rainbow.” They were joined by many of the winners of the evening, all proudly holding their Oscars. At first glance, you may assume that the PS 22 chorus is in New York City which would bring it notoriety. You may further assume that the school is a “Glee” situation of featuring and cultivating the arts. Both are incorrect assumptions.
The PS 22 chorus has an energetic director, Mr. B, who regularly takes videos of his chorus and uploads them to YouTube. His initial purpose had been to show the chorus to the children’s parents. He was marketing to his customers. “When I started posting this stuff, there weren’t other schools doing it. Now, the department of education is encouraging it.”
These videos captured the attention of the New York Times, the New Yorker, and many musicians. The PS 22 chorus has won a Webby Award, performed at the White House, and prompted contacts from “the most extraordinary musicians on the planet who want to make music with the kids.”
Last year the chorus was brought to the attention of the producer of the Oscars. After watching the videos, the producer decided to invite the chorus to perform last night‘s finale. When Mr. B received the call from a Hollywood producer, he told the office to take a message. Upon returning the call, he learned of the extraordinary offer which gave sixty-five fifth graders the experience of a lifetime. They experienced their first airplane ride, went to Disneyland, and sang the finale at the Oscars.
That is the power of YouTube.
Why is YouTube powerful? First, YouTube is visual. Humans like visual. We like to see, which communicates to us more completely and quickly than any other method. Even more, YouTube is moving visual, adding the impact of motion and showing real life. Third, YouTube is easily spread online to others.
The PS 22 chorus is the most recent example of the power of YouTube. What’s even more amazing is how easily anyone can use YouTube. From music teachers to businesses, anyone can set up a channel on YouTube in minutes at no cost. You can broadcast yourself to the world virtually instantly. As a business person, you can broadcast your business to your customers instantly at no cost. I think YouTube is an important part of today’s marketing plans which is why I am presenting a seminar about YouTube in June.
How are you harnessing the power of YouTube for your business?
Monday, February 28, 2011
Friday, February 18, 2011
Howt to Write an Effective Commercial
“On her big day, when everyone else is looking at her, she’ll be looking at you.”
That is the opening line to a Men’s Wearhouse commercial. As this is being said, the camera has the bride’s view and slowly moves down the aisle approaching the groom. Unlike most wedding day advertisements which target the bride, this commercial is all about the groom. After all, he is the commercial’s target.
Those opening words speak to him, don’t they?
What is his focus on his wedding day? Why is he going through the event? Who does he want to please?
His bride, of course. He is doing all of this for her. She is his focus.
I’ll bet most grooms never thought of being the bride’s focus as she walks down the aisle. I certainly hadn’t until I watched the Men’s Wearhouse commercial. After the first time that I saw the commercial, I thought, “Now that’s a different take.”
The second time that I saw it, I thought, “That is looking at the situation from the customer’s point of view.”
The third time and all subsequent times that I have seen it, I have thought, “This is a masterfully done commercial which targets its market perfectly, speaks to what its target market wants, and directly presents its message.”
The message is that since the groom is her focus he wants to look good and he can do that by coming to Men’s Wearhouse where “He’s gonna like the way he looks.”
This commercial lays out a template of how to create an effective commercial. First, know your target market. Men’s Wearhouse market for wedding tuxedos is not the bride, it is the groom. Yes, I know that brides often suggest where tuxedos will be rented, but Men’s Wearhouse is talking to grooms who want to have a say in the matter. Men’s Wearhouse is also talking to brides who want tuxedos which will make the grooms look good.
Second, understand what your target market wants. Grooms want to look good, especially to their brides, don’t they? That is exactly what this commercial addresses. Men’s Wearhouse marketing arrived at the opening line for this commercial by taking the customer’s point of view. When the guests stand and face the bride coming down the aisle, they are not looking at the groom, but she is focusing on him intently. At that time, many brides may see their grooms as a refuge in the storm. With her intent look, he wants to look his best. As she is looking at him, she does, too.
That leads to the third aspect of the commercial, simple and direct. Men’s Wearhouse does not attempt to show a sample of all the tuxedos which are in stock. They do not tell you that they will find you what you want. There is no attempt to sell the extras of a free tux with a certain number ordered or tailoring or delivery. Men’s Wearhouse keeps the message simple and direct: We will make the groom look his best for his bride.
Take a look at your advertisements. Do they address your target market? Do they talk from your customer’s point of view? Are they simple and direct?
If not, redo them with these questions in mind.
That is the opening line to a Men’s Wearhouse commercial. As this is being said, the camera has the bride’s view and slowly moves down the aisle approaching the groom. Unlike most wedding day advertisements which target the bride, this commercial is all about the groom. After all, he is the commercial’s target.
Those opening words speak to him, don’t they?
What is his focus on his wedding day? Why is he going through the event? Who does he want to please?
His bride, of course. He is doing all of this for her. She is his focus.
I’ll bet most grooms never thought of being the bride’s focus as she walks down the aisle. I certainly hadn’t until I watched the Men’s Wearhouse commercial. After the first time that I saw the commercial, I thought, “Now that’s a different take.”
The second time that I saw it, I thought, “That is looking at the situation from the customer’s point of view.”
The third time and all subsequent times that I have seen it, I have thought, “This is a masterfully done commercial which targets its market perfectly, speaks to what its target market wants, and directly presents its message.”
The message is that since the groom is her focus he wants to look good and he can do that by coming to Men’s Wearhouse where “He’s gonna like the way he looks.”
This commercial lays out a template of how to create an effective commercial. First, know your target market. Men’s Wearhouse market for wedding tuxedos is not the bride, it is the groom. Yes, I know that brides often suggest where tuxedos will be rented, but Men’s Wearhouse is talking to grooms who want to have a say in the matter. Men’s Wearhouse is also talking to brides who want tuxedos which will make the grooms look good.
Second, understand what your target market wants. Grooms want to look good, especially to their brides, don’t they? That is exactly what this commercial addresses. Men’s Wearhouse marketing arrived at the opening line for this commercial by taking the customer’s point of view. When the guests stand and face the bride coming down the aisle, they are not looking at the groom, but she is focusing on him intently. At that time, many brides may see their grooms as a refuge in the storm. With her intent look, he wants to look his best. As she is looking at him, she does, too.
That leads to the third aspect of the commercial, simple and direct. Men’s Wearhouse does not attempt to show a sample of all the tuxedos which are in stock. They do not tell you that they will find you what you want. There is no attempt to sell the extras of a free tux with a certain number ordered or tailoring or delivery. Men’s Wearhouse keeps the message simple and direct: We will make the groom look his best for his bride.
Take a look at your advertisements. Do they address your target market? Do they talk from your customer’s point of view? Are they simple and direct?
If not, redo them with these questions in mind.
Friday, February 11, 2011
Timing
Oprah launched her new network, OWN, on New Year’s Day. That was a smart move. While New Year’s Day featured the typical crunch of football games, this year it fell on a Saturday. That meant the normal weekday programming of soaps and talk shows which would be OWN’s competition was not available. In addition, usual Saturday programming does not have broad appeal because people don’t watch much TV during the day on Saturdays.
New Year’s Day Saturday, however, was different. Most people had the day off and, due to the holidays, were around the house, whether their’s or someone else’s. Not all of them wanted to watch football. In fact, OWN’s target market of predominately women were interested in something other than football. They were looking for fresh, interesting programming that they could watch while the guys watched football. The time was ripe to introduce OWN.
A mix of original programs, strips, specials, original documentaries, and acquired movies, OWN was watched in 85 million homes on New Year’s Day. Wow! That’s an impressive number, particularly for a holiday.
When I sold TV, many clients avoided holidays, but those who used them got excellent response. One client who managed a summer music festival took my suggestion and ran a schedule on Thanksgiving Day. “Think about it,” I urged my client. “Families will be mulling around the house with the TV on, discussing what they did last year and what they plan for next year. Your commercial airs and gives them an idea to attend your music festival and have a good time. They may even go as a family. Or, they may think of giving the gift of tickets for Christmas.”
My client had been listening intently. “You’ve got a good point. Let’s try it.”
We did, and he was amazed at the response. Many people saw the commercial because of the holiday. In addition, they had an urgency to call immediately after the holiday due to an early bird ticket price cut off date of December 1.
In both of these instances the timing was right.
Do you have an opportunity which could be advertised on a holiday? Would your target market be watching? Would the timing be right?
Think this through. Don’t dismiss a holiday as a “bad” time to advertise just because it is a holiday. The holiday could actually make it attractive. Consider whether your target market would be watching. Discuss if your target market would notice your commercial. Decide if the timing would be right. Think beyond your normal boundaries.
Remember, timing is critical.
New Year’s Day Saturday, however, was different. Most people had the day off and, due to the holidays, were around the house, whether their’s or someone else’s. Not all of them wanted to watch football. In fact, OWN’s target market of predominately women were interested in something other than football. They were looking for fresh, interesting programming that they could watch while the guys watched football. The time was ripe to introduce OWN.
A mix of original programs, strips, specials, original documentaries, and acquired movies, OWN was watched in 85 million homes on New Year’s Day. Wow! That’s an impressive number, particularly for a holiday.
When I sold TV, many clients avoided holidays, but those who used them got excellent response. One client who managed a summer music festival took my suggestion and ran a schedule on Thanksgiving Day. “Think about it,” I urged my client. “Families will be mulling around the house with the TV on, discussing what they did last year and what they plan for next year. Your commercial airs and gives them an idea to attend your music festival and have a good time. They may even go as a family. Or, they may think of giving the gift of tickets for Christmas.”
My client had been listening intently. “You’ve got a good point. Let’s try it.”
We did, and he was amazed at the response. Many people saw the commercial because of the holiday. In addition, they had an urgency to call immediately after the holiday due to an early bird ticket price cut off date of December 1.
In both of these instances the timing was right.
Do you have an opportunity which could be advertised on a holiday? Would your target market be watching? Would the timing be right?
Think this through. Don’t dismiss a holiday as a “bad” time to advertise just because it is a holiday. The holiday could actually make it attractive. Consider whether your target market would be watching. Discuss if your target market would notice your commercial. Decide if the timing would be right. Think beyond your normal boundaries.
Remember, timing is critical.
Friday, February 4, 2011
What If Opportunities
At the end of both the NFC and the AFC championship games, commercials aired offering hats and t-shirts featuring the winner’s logo and the “official NFL” championship logo at NFLshop.com. This offer is no surprise to viewers. For several years, potential winners of a big event have been pre-taped answering the question, “Now that you’ve won (fill in the big event), where are you going?” with “Disneyland!” That “what if” opportunity has acclimated us to commercials which reference the win immediately. At the end of the championship games, most viewers did not stop and think, “How did they do that? How did they know that team would be the winner?”
They didn’t know, of course. A commercial was made for each of the four teams, and they aired the actual winner’s commercial. They prepared for the eventually of “What if the Packers win?” “What if the Bears win?” “What if the Steelers win?” and “What if the Jets win?” In so doing, they took advantage of a tremendous what if opportunity. Think about it. When are fans of the winning team most likely to buy? When they are most excited about the win, right? That is why NFLshop.com management aired a commercial at the end of each game. They wanted to offer excited fans the first chance at championship merchandise.
Every good retailer will tell you that striking quickly by having the product is critical. That is why after the NFC championship game the owner of a store in Wausau, Wisconsin, drove to Milwaukee to pick up championship merchandise to have in his store when it opened Monday morning.
That retailer knew his best opportunity to sell Packer championship merchandise was Monday morning. He also knew that by driving to pick up the merchandise he would be the first in his area to have it. Being quick and first helped him maximize his sales and his profits. He brought in the merchandise, marked it his desired price, and put it on the shelf. When a customer wants an item or a service and wants it now, price is not a factor. There are no discounts or dickering needed in what if opportunities. No, there is only a great deal of profit.
Think about this. Through its tracking, Wal-mart has discovered that before a hurricane hits in Florida, residents stock up on strawberry pop tarts. Knowing that, Wal-mart immediately trucks in more strawberry pop tarts whenever a hurricane is forecast in Florida. By doing so, Wal-mart is taking advantage of a what if opportunity. What if a hurricane hits? Then people want strawberry pop tarts.
Now you may be thinking, “My business is not Wal-mart. I can’t track what people want.”
While you may not have Wal-mart’s software tracking program, you do have a brain. You also know your customers, or, at least, I hope that you do. Using your brain, think through the what if opportunities for your business. Think about what changes affect your customers. What if there is a heavy snow or rain storm of which we have had a great deal lately? What if rioting in Egypt causes the price of oil to increase? What if there is an early or a late spring?
How do these situations affect your customers?
We operate in a dynamic business environment. Changes are happening every second, many of which we are unaware. Make a point to think through which situations affect your customers, creating a what if opportunity for your business. Then plan how you would handle that what if opportunity. How do you need to prepare in order to do so? Do you need to create a commercial, an e-mail, or an ad that you would immediately run? Would you need to pick up merchandise as the retailer from Wausau did? What would your staff need to know?
Answer these questions. Then implement your what if strategy. What if opportunities are profitable, but they must be addressed quickly which means that they require pre-planning. Once you are in the middle of the what if opportunity, it will be too late to prepare.
What are your what if opportunities?
They didn’t know, of course. A commercial was made for each of the four teams, and they aired the actual winner’s commercial. They prepared for the eventually of “What if the Packers win?” “What if the Bears win?” “What if the Steelers win?” and “What if the Jets win?” In so doing, they took advantage of a tremendous what if opportunity. Think about it. When are fans of the winning team most likely to buy? When they are most excited about the win, right? That is why NFLshop.com management aired a commercial at the end of each game. They wanted to offer excited fans the first chance at championship merchandise.
Every good retailer will tell you that striking quickly by having the product is critical. That is why after the NFC championship game the owner of a store in Wausau, Wisconsin, drove to Milwaukee to pick up championship merchandise to have in his store when it opened Monday morning.
That retailer knew his best opportunity to sell Packer championship merchandise was Monday morning. He also knew that by driving to pick up the merchandise he would be the first in his area to have it. Being quick and first helped him maximize his sales and his profits. He brought in the merchandise, marked it his desired price, and put it on the shelf. When a customer wants an item or a service and wants it now, price is not a factor. There are no discounts or dickering needed in what if opportunities. No, there is only a great deal of profit.
Think about this. Through its tracking, Wal-mart has discovered that before a hurricane hits in Florida, residents stock up on strawberry pop tarts. Knowing that, Wal-mart immediately trucks in more strawberry pop tarts whenever a hurricane is forecast in Florida. By doing so, Wal-mart is taking advantage of a what if opportunity. What if a hurricane hits? Then people want strawberry pop tarts.
Now you may be thinking, “My business is not Wal-mart. I can’t track what people want.”
While you may not have Wal-mart’s software tracking program, you do have a brain. You also know your customers, or, at least, I hope that you do. Using your brain, think through the what if opportunities for your business. Think about what changes affect your customers. What if there is a heavy snow or rain storm of which we have had a great deal lately? What if rioting in Egypt causes the price of oil to increase? What if there is an early or a late spring?
How do these situations affect your customers?
We operate in a dynamic business environment. Changes are happening every second, many of which we are unaware. Make a point to think through which situations affect your customers, creating a what if opportunity for your business. Then plan how you would handle that what if opportunity. How do you need to prepare in order to do so? Do you need to create a commercial, an e-mail, or an ad that you would immediately run? Would you need to pick up merchandise as the retailer from Wausau did? What would your staff need to know?
Answer these questions. Then implement your what if strategy. What if opportunities are profitable, but they must be addressed quickly which means that they require pre-planning. Once you are in the middle of the what if opportunity, it will be too late to prepare.
What are your what if opportunities?
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