In keeping with memorable nights with NYE upon us, we thought it would be fitting for our final 2011 blog to pay tribute to Jersey Boys, which had it's final show in Sydney earlier this month - after a record 2 years in Australia!
I attended Jersey Boys with my Mum and step-dad in 2010, during their holiday with me in Sydney. When suggested as an evening event by my Mum, I was at first apprehensive, thinking "great, a juke-box night of golden oldies ... not my thing, but I'll go along for the sake of my family".
I couldn't have been further from the truth. I was sucked into the Jersey Boys show immediately...
By now Australian audiences are as familiar as their American counterparts with the rise-and-fall stories of pop sensations. We have had the colour-by-numbers Dusty, the raucously overweening Shout! And, most recently, the lame jukebox re-tread Buddy.
But truly great musicals - which have their audiences coming back for more and spreading the word - have great storytelling. Jersey Boys brought to life the fascinating and largely unknown story of the 1960s pop group Frankie Valli and the Four Seasons and in the process connected with myself and thousands of others. A musical tracing three working-class Italian tough guys from Newark, New Jersey (plus one from the Bronx) who became one of the best-selling groups in pop-music history - full of laughs and tears, love and heartache, triumph and disaster.
Scriptwriters Marshall Brickman and Rick Elice dug deep to make Jersey Boys successful (and arguably bigger than the group it is based on!), finding the heart of the Frankie Valli and the Four Seasons journey and crafting a well told underdog narrative - something the other aforementioned productions lacked.
As we approach a new year, owners of meaningful businesses everywhere should know they also an authentic, compelling tale of rise and fall, triumph over adversity and ambition fulfilled. It just needs to be recognized, crafted and told with emotional resonance through every possible channel to connect with their audiences on the same level.
http://www.showbiz.com.au/jerseyboys/
Friday, December 30, 2011
Wednesday, November 23, 2011
Why Joe Frazier doesn't have a statue in Philadelphia. And why Rocky does.
Joe Frazier, from Philadelphia USA, was one of the greatest heavyweight boxing champions that ever lived. Frazier passed away recently.
Frazier was both the undisputed world champion in the 1970s (the golden age of boxing) and a formidable opponent matched against Mohammed Ali three times. Yet the City of Philadelphia chose to erect a statue of the fictitious Hollywood character "Rocky" instead of the real life boxing legend.
Why?
The appealing narrative of the mythical "Rocky" is at play here. And the absence of a clearly articulated Joe Frazier story, who unfortunately wasn't turned into a brand that could have been marketed. Frazier died poor.
So why did "Rocky" - a work of fiction - work so well? "Rocky" is a story (set in Philadelphia) that we want to believe. "Rocky" successfully pandered to the base emotions that drive humanity. Triumph over adversity. In a word: hope. "Rocky" and all five "Rocky" sequels told an enthralling tale - each ending on an inspirational note, reinforcing and perpetuating the legacy of the "Rocky" brand.
Effectively, the "Rocky" brand appealed to the audience's dreams. We became rooted in the wonder and enchantment of an iconic story. We willingly suspended disbelief to enter the captivating world "Rocky" created.
We all have within us the imaginative ability to drive people to believe whatever strongly appeals to their inner yearnings. "Rocky" made our hearts feel good. So we bonded with him - and "Rocky" made a fortune at the box-office.
A skilfully created and compelling story from a business / organization will likewise resonate with their audience - consumers and employees alike - on an emotional level. And create fans for their brands.
http://blogs.phillymag.com/the_philly_post/2011/11/11/frazier-rocky/
Frazier was both the undisputed world champion in the 1970s (the golden age of boxing) and a formidable opponent matched against Mohammed Ali three times. Yet the City of Philadelphia chose to erect a statue of the fictitious Hollywood character "Rocky" instead of the real life boxing legend.
Why?
The appealing narrative of the mythical "Rocky" is at play here. And the absence of a clearly articulated Joe Frazier story, who unfortunately wasn't turned into a brand that could have been marketed. Frazier died poor.
So why did "Rocky" - a work of fiction - work so well? "Rocky" is a story (set in Philadelphia) that we want to believe. "Rocky" successfully pandered to the base emotions that drive humanity. Triumph over adversity. In a word: hope. "Rocky" and all five "Rocky" sequels told an enthralling tale - each ending on an inspirational note, reinforcing and perpetuating the legacy of the "Rocky" brand.
Effectively, the "Rocky" brand appealed to the audience's dreams. We became rooted in the wonder and enchantment of an iconic story. We willingly suspended disbelief to enter the captivating world "Rocky" created.
We all have within us the imaginative ability to drive people to believe whatever strongly appeals to their inner yearnings. "Rocky" made our hearts feel good. So we bonded with him - and "Rocky" made a fortune at the box-office.
A skilfully created and compelling story from a business / organization will likewise resonate with their audience - consumers and employees alike - on an emotional level. And create fans for their brands.
http://blogs.phillymag.com/the_philly_post/2011/11/11/frazier-rocky/
Saturday, November 19, 2011
Escapism means sales for video games. And businesses of all kinds.
This month the Call of Duty: Modern Warfare 3 video game has broken all sales records for any entertainment product release ever, taking in over $400 million in the UK and US alone.
So what does this say about us as consumers? Well, we love to escape into another world if we're not satisfied with what's going on in our lives. Escapism is gaming's greatest asset.
On another level, businesses who recognize how they can create a compelling environment for consumers to escape to also succeed. Have you ever wandered into an Apple store to browse and left hours later because the entire product, service and creative experience is too inviting to leave; been intoxicated by everything chocolate from the hot drinks to the design of a Max Brenner cafe and stayed far longer than you had planned for just a coffee; embarked on your own adventure and discovery in an Australian Geographic store; found the attraction of the bright colours and fun feel of a Smiggle retail shop to difficult for your inner child to resist; visited your nearest Body Shop or T2 on a whim and forgotten any worries you may have had that day as you're sucked into the enticing worlds they have created?
The list goes on of heroic brands who engage with consumers by providing them with somewhere wonderful and interesting to escape to. But any business can create this world - with their story, design, service, music, incentives and more. Like video games, the businesses who do will have people returning for the experience again and again.
So what does this say about us as consumers? Well, we love to escape into another world if we're not satisfied with what's going on in our lives. Escapism is gaming's greatest asset.
On another level, businesses who recognize how they can create a compelling environment for consumers to escape to also succeed. Have you ever wandered into an Apple store to browse and left hours later because the entire product, service and creative experience is too inviting to leave; been intoxicated by everything chocolate from the hot drinks to the design of a Max Brenner cafe and stayed far longer than you had planned for just a coffee; embarked on your own adventure and discovery in an Australian Geographic store; found the attraction of the bright colours and fun feel of a Smiggle retail shop to difficult for your inner child to resist; visited your nearest Body Shop or T2 on a whim and forgotten any worries you may have had that day as you're sucked into the enticing worlds they have created?
The list goes on of heroic brands who engage with consumers by providing them with somewhere wonderful and interesting to escape to. But any business can create this world - with their story, design, service, music, incentives and more. Like video games, the businesses who do will have people returning for the experience again and again.
Wednesday, September 7, 2011
Retail sector shows sign of recovery: Truly Value the Customer.
The Australian Bureau of Statistics data shows that retail sales nationally increased 0.5 per cent in July 2011, to about $431 million, in seasonally adjusted terms.
It is possible for retail businesses to build on this small gain. The best way to do this to enhance the shopper’s experience by treating shoppers as valued individuals.
Of course, shoppers want value for money but what many shop assistants often overlook is the "feeling dimension" of the interaction. This is key to making a sale.
Begin by creating an atmosphere in which your customer feels free to express his/her feelings. Be customer focused at all times. That is, what the customer is saying should determine what you say to the customer. Helping the customer is very much about supporting them to express his/her feelings.
Secondly, shop assistants can establish and maintain a trusting relationship with customers by consistently demonstrating empathy – appreciating the client’s feelings from his/her point of view.
Thirdly, shop assistants must demonstrate unconditional positive regard - non-judgment, respect and acceptance - for customers at all times.
In a nutshell, client focus, empathy and unconditional positive regard are the three pillars for building and maintaining an effective relationship with customers and acquiring and retaining customers. In the lead up to Christmas, a critical time for retailers, these pillars need to be recognized and applied to achieve additional growth in a highly competitive market.
See: http://www.abc.net.au/news/2011-09-02/20110902-retail-shows-signs-of-recovery/2868012?section=business
It is possible for retail businesses to build on this small gain. The best way to do this to enhance the shopper’s experience by treating shoppers as valued individuals.
Of course, shoppers want value for money but what many shop assistants often overlook is the "feeling dimension" of the interaction. This is key to making a sale.
Begin by creating an atmosphere in which your customer feels free to express his/her feelings. Be customer focused at all times. That is, what the customer is saying should determine what you say to the customer. Helping the customer is very much about supporting them to express his/her feelings.
Secondly, shop assistants can establish and maintain a trusting relationship with customers by consistently demonstrating empathy – appreciating the client’s feelings from his/her point of view.
Thirdly, shop assistants must demonstrate unconditional positive regard - non-judgment, respect and acceptance - for customers at all times.
In a nutshell, client focus, empathy and unconditional positive regard are the three pillars for building and maintaining an effective relationship with customers and acquiring and retaining customers. In the lead up to Christmas, a critical time for retailers, these pillars need to be recognized and applied to achieve additional growth in a highly competitive market.
See: http://www.abc.net.au/news/2011-09-02/20110902-retail-shows-signs-of-recovery/2868012?section=business
Tuesday, August 30, 2011
What business owners can learn from today’s students
Nowadays, students are using the blogging platform to express their creativity. In particular, students who often shy away from face-to-face conversations are coming out of their shells. They are gaining confidence from creating their own blogs, giving themselves a voice and developing an active and dynamic presence online.
There is an important lesson here for the business owner.
As a business owner, you can use the medium of blogging to tell your story. Not only will you gain confidence to eventually speak about your story face-to-face, you will also foster your creativity and passion for your own brand and become proficient at broadcasting the value your business offering to consumers.
Effective communication is the foundation for building an ongoing, strong relationship with consumers.
As of 16 February 2011 there were over 156 million public blogs in existence. A regular, current blog will give you, the business owner, a relevant and important ‘voice’ that potential clients will ‘hear’ on the net. The significance for business owners is that blogging your opinion communicates and reinforces what your business stands for.
Most blogs are interactive and this is where you strike gold. Online visitors can leave comments and even message each other via widgets on the blogs. It is this interactivity that distinguishes you from other static websites and provides you with the opportunity to build and maintain your network on a shoestring budget.
Doing it right and adding value to the relationship you have with your network of contacts will really pay off in the long term. Contacts who respect what you have to say will potentially become clients when they have a need for your services. They can also become your best salespeople.
Visit: http://www.smh.com.au/technology/technology-news/stories-from-a-digital-space-20110828-1jgk7.html
There is an important lesson here for the business owner.
As a business owner, you can use the medium of blogging to tell your story. Not only will you gain confidence to eventually speak about your story face-to-face, you will also foster your creativity and passion for your own brand and become proficient at broadcasting the value your business offering to consumers.
Effective communication is the foundation for building an ongoing, strong relationship with consumers.
As of 16 February 2011 there were over 156 million public blogs in existence. A regular, current blog will give you, the business owner, a relevant and important ‘voice’ that potential clients will ‘hear’ on the net. The significance for business owners is that blogging your opinion communicates and reinforces what your business stands for.
Most blogs are interactive and this is where you strike gold. Online visitors can leave comments and even message each other via widgets on the blogs. It is this interactivity that distinguishes you from other static websites and provides you with the opportunity to build and maintain your network on a shoestring budget.
Doing it right and adding value to the relationship you have with your network of contacts will really pay off in the long term. Contacts who respect what you have to say will potentially become clients when they have a need for your services. They can also become your best salespeople.
Visit: http://www.smh.com.au/technology/technology-news/stories-from-a-digital-space-20110828-1jgk7.html
The Greatest Movie Ever (Under) Sold: POM Wonderful's missed opportunity
For sponsorship reasons the official title of the 2011 documentary film is POM Wonderful Presents: The Greatest Movie Ever Sold, recently released in cinemas in Australia.
From the principal sponsors' perspective however, the film may well be re-titled: "The Greatest Movie Ever (Under) Sold".
The naming rights sponsor, pomegranate juice company POM Wonderful invested $US1 million in this project. But the film's focus was limited to it's products and the espoused benefits.
Yes, the film has earned 900 million media impressions (that is, the number of references to the company seen in any media). However, this result was mainly due to the sheer comedic value of the film and curiosity aroused. The bang for the invested bucks could have been much bigger if the inspirational personal story behind the birth of the POM Wonderful brand had been an integral part of the documentary. This key ingredient could have been used to great effect to achieve long term resonance with consumers - instead of passing attention. Why not feature an earnest interview with the CEO/Founder of Pom Wonderful focusing on why they are so passionate about fresh pomegranates and juices, so much so that they had to start a company to produce what they feel are the best pomegranate-based products in the world? Or a genuine heart-warming account of the founder / CEOs first walk through the fresh pomegranate fields where the company harvests, grows and processes their products?
In terms of maximizing return on investment, The Greatest Movie Ever Sold turned out to be a missed opportunity for the sponsor / major financier. Why? Because like so many brands desperately looking for new ways to convey their message to consumers, Pom Wonderful overlooked the vital emotional link that is the crucial requirement for winning ongoing customer loyalty.
Extensive research into successful companies clearly shows that effective “storytelling” is the most effective way to establish a personal connection between your business and consumers.
From the principal sponsors' perspective however, the film may well be re-titled: "The Greatest Movie Ever (Under) Sold".
The naming rights sponsor, pomegranate juice company POM Wonderful invested $US1 million in this project. But the film's focus was limited to it's products and the espoused benefits.
Yes, the film has earned 900 million media impressions (that is, the number of references to the company seen in any media). However, this result was mainly due to the sheer comedic value of the film and curiosity aroused. The bang for the invested bucks could have been much bigger if the inspirational personal story behind the birth of the POM Wonderful brand had been an integral part of the documentary. This key ingredient could have been used to great effect to achieve long term resonance with consumers - instead of passing attention. Why not feature an earnest interview with the CEO/Founder of Pom Wonderful focusing on why they are so passionate about fresh pomegranates and juices, so much so that they had to start a company to produce what they feel are the best pomegranate-based products in the world? Or a genuine heart-warming account of the founder / CEOs first walk through the fresh pomegranate fields where the company harvests, grows and processes their products?
In terms of maximizing return on investment, The Greatest Movie Ever Sold turned out to be a missed opportunity for the sponsor / major financier. Why? Because like so many brands desperately looking for new ways to convey their message to consumers, Pom Wonderful overlooked the vital emotional link that is the crucial requirement for winning ongoing customer loyalty.
Extensive research into successful companies clearly shows that effective “storytelling” is the most effective way to establish a personal connection between your business and consumers.
Monday, July 25, 2011
Cadel Evans is an inspiration for entrepreneurs everywhere
As the first Australian winner of the revered Tour De France, Cadel Evans has become a true champion of the sporting world. With his persistence, endurance, self belief, determination and resolution to make the breakthrough he deserves (following years of heartache) he is an inspiration to all who have set out on their own journey. Entrepreneurs everywhere - please take note.
Read more: http://www.smh.com.au/sport/cycling/for-so-long-the-nearly-man-cadels-dream-finally-comes-true-20110725-1hvzr.html
Read more: http://www.smh.com.au/sport/cycling/joy-and-agony-of-a-champion-20110724-1hvgm.html#ixzz1T4ho15Q3
Read more: http://www.smh.com.au/sport/cycling/for-so-long-the-nearly-man-cadels-dream-finally-comes-true-20110725-1hvzr.html
Read more: http://www.smh.com.au/sport/cycling/joy-and-agony-of-a-champion-20110724-1hvgm.html#ixzz1T4ho15Q3
Friday, July 22, 2011
Arianna Huffington: business hero
Arianna Huffington identified she was a hero early on in her business, when she sought finance for the now hugely popular Huffington Post. For the owners of meaningful businesses out there - do you recognize your heroics and do people know about it?
Read more: http://www.smh.com.au/executive-style/executive-women/arianna-huffington--does-anyone-say-no-to-her-20110713-1hdak.html#ixzz1SVilBUov
Read more: http://www.smh.com.au/executive-style/executive-women/arianna-huffington--does-anyone-say-no-to-her-20110713-1hdak.html#ixzz1SVilBUov
Every business hero has a journey
The excellent new "The Dark Knight Rises" teaser trailer opens with "Every hero has a journey". Yes, every hero - including those from the business world - has a journey, which people can relate to and connect with. Do consumers and employees know about your journey as a business owner?
See: http://www.youtube.com/user/cowanandpartners?feature=mhee#p/f/0/apMXFloDH6M
See: http://www.youtube.com/user/cowanandpartners?feature=mhee#p/f/0/apMXFloDH6M
Monday, July 11, 2011
What can all businesses learn from Harry Potter and Lady Gaga?
What a week we've just had in the entertainment world!...
Last Friday thousands of Harry Potter fans from around the globe amassed in London's Trafalgar Square to say farewell to the boy wizard at the world premiere of the final movie in the record-breaking series. Harry Potter and the Deathly Hallows - Part 2 is the eighth installment of a franchise that has generated more public excitement and media hype than any other in living memory. The seven films released so far have grossed $US6.4 billion ($5.9 billion) in ticket sales and billions more from DVDs and merchandise - a pot of gold for Hollywood studio Warner Bros.
So what can the silver screen adventures of Harry, Ron and Hermione teach businesses? Firstly, the power of the narrative. And in Harry Potter's case telling multiple stories. There's the stories of the barnstorming bookselling, the billion dollar movie franchise, the tie-in merchandise, anti-witchcraft critics, over-enthusiastic consumers and what'll happen next now that the seven-book brand is reaching its climax. And let's not forget the story of the power of friendship to overcome a great evil. Businesses also have the opportunity to draw on the stories of their personal experiences and those of consumers who walk through their door to create a brand story which is likewise majestic and multi-faceted.
Secondly - the entertainment factor. The Harry Potter phenomenon is enormously entertaining - the reaction of the public is entertaining (see tribute websites, themed parties and lines outside bookstores) as are the marketing campaigns, particularly when new-release-date frenzy kicks in. Harry Potter serves as a reminder to businesses that we must - on some level - entertain consumers with our message and campaigns.
On Saturday the US pop star Lady Gaga, looking every inch the glamorous misfit, arrived in Sydney courtesy of her private jet. OK, there's her outrageous outfits and the now-inescapable four-on-the-floor dance beats that Gaga reintroduced to pop radio. But what else is there to her phenomenal popularity (in 3 years of fame, Gaga has amassed 34 million Facebook friends and 1 billion Youtube clicks) and what does this mean for businesses? Well, Gaga obviously stands for something very, very important to her fans - she tells kids it's cool to be gay or freaky or unpopular, that they're born that way. For those who feel like they don't somehow fit in, this is a powerful message which carries strong resonance. And Gaga wants her loyal fans to be a part of what she is doing - as an example, she's crowd-sourced her offstage wardrobe, mostly wearing clothes her fans give her, and decorates her dressing room with their art and gifts.
To take a leaf out of Lady Gaga's book - we as businesses must articulate what we stand for in the mind of the consumer, which resonates on an emotional level. And we must inspire consumers to want to be a part of what we're doing as businesses, providing the opportunity for them to participate as much as possible.
Last Friday thousands of Harry Potter fans from around the globe amassed in London's Trafalgar Square to say farewell to the boy wizard at the world premiere of the final movie in the record-breaking series. Harry Potter and the Deathly Hallows - Part 2 is the eighth installment of a franchise that has generated more public excitement and media hype than any other in living memory. The seven films released so far have grossed $US6.4 billion ($5.9 billion) in ticket sales and billions more from DVDs and merchandise - a pot of gold for Hollywood studio Warner Bros.
So what can the silver screen adventures of Harry, Ron and Hermione teach businesses? Firstly, the power of the narrative. And in Harry Potter's case telling multiple stories. There's the stories of the barnstorming bookselling, the billion dollar movie franchise, the tie-in merchandise, anti-witchcraft critics, over-enthusiastic consumers and what'll happen next now that the seven-book brand is reaching its climax. And let's not forget the story of the power of friendship to overcome a great evil. Businesses also have the opportunity to draw on the stories of their personal experiences and those of consumers who walk through their door to create a brand story which is likewise majestic and multi-faceted.
Secondly - the entertainment factor. The Harry Potter phenomenon is enormously entertaining - the reaction of the public is entertaining (see tribute websites, themed parties and lines outside bookstores) as are the marketing campaigns, particularly when new-release-date frenzy kicks in. Harry Potter serves as a reminder to businesses that we must - on some level - entertain consumers with our message and campaigns.
On Saturday the US pop star Lady Gaga, looking every inch the glamorous misfit, arrived in Sydney courtesy of her private jet. OK, there's her outrageous outfits and the now-inescapable four-on-the-floor dance beats that Gaga reintroduced to pop radio. But what else is there to her phenomenal popularity (in 3 years of fame, Gaga has amassed 34 million Facebook friends and 1 billion Youtube clicks) and what does this mean for businesses? Well, Gaga obviously stands for something very, very important to her fans - she tells kids it's cool to be gay or freaky or unpopular, that they're born that way. For those who feel like they don't somehow fit in, this is a powerful message which carries strong resonance. And Gaga wants her loyal fans to be a part of what she is doing - as an example, she's crowd-sourced her offstage wardrobe, mostly wearing clothes her fans give her, and decorates her dressing room with their art and gifts.
To take a leaf out of Lady Gaga's book - we as businesses must articulate what we stand for in the mind of the consumer, which resonates on an emotional level. And we must inspire consumers to want to be a part of what we're doing as businesses, providing the opportunity for them to participate as much as possible.
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