One of my all time favourite hard rock bands Soundgarden toured here in Sydney last month. Having followed this band since my teens, bought all their albums and read countless articles about them, I greatly anticipated their return to Australian shores at the Sydney Entertainment Centre - 15 years since they last toured here. On a Wednesday night prior to the Australia Day public holiday and accompanied by close friends who also love Soundgarden, the scene was set for a brilliant evening.
Unfortunately, it was not to be. For one reason…
The sound engineers for the band’s performance managed to absolutely screw up the audio mix. I’ve been to many concerts in my lifetime and this sound was by far the worst I have ever experienced – absolutely atrocious. As someone at the show described – it was like hearing a “bad bootleg tape live”. Soundgarden were giving it their all with powerful playing and singing, yet it was to no avail because of those irresponsible and unqualified people behind the sound mixing desk on the night.
After I calmed down over the next week or so, I had the realization that – just as Soundgarden did that night with their sound engineers - businesses go through the same frustrations and problems with the people they give responsibility to for delivering their message…
I’ve met many business owners, full of passion and purpose and with compelling back stories which amaze me. Yet, on a number of occasions I’ve visited their web-sites, received their business cards and brochures, checked out their promotional video posted online … and been disappointed by the lack of quality. Why? Because I expect and want a consistent representation of the impressive personality I'd met. But I don’t blame the business owner. I blame the creative and production people employed to communicate their message - including creative writers and directors, brand strategists, graphic designers, website developers, video producers and so on - who’ve failed to care and respect the business owner and their story with the poor execution of message delivery.
Other people shouldn’t be allowed to let down your audience.
(By the way I’m still trying to get a refund for my ticket - that is the % going to the management company, not my beloved Soundgarden!).
Sunday, February 12, 2012
Friday, December 30, 2011
Oh, what a (long lasting, memorable) night!
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/
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/
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.
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