I’m Getting Engaged

What’s the secret of a great relationship?

I’m sure there are thousands of people out there who’ll tell you that they know

all the answers.

In reality, there’s no secret recipe or magic formula, just the need for commitment,

enthusiasm and a mutual sense of empathy.

When it comes to brands and their consumers, the rules of engagement are the same.

In the past, brands weren’t really looking for relationships,

just adoring fans and assorted hangers-on.

These days, successful brands have to put in a little more work.

They also have to learn to shut up and listen. It’s amazing what you can

learn about your audience if you’re willing to put a sock in it,

every once in a while.

New approaches in engagement marketing have emerged

in recent years. And they’re helping brands to establish and

nurture meaningful relationships with the audiences who

matter most to them.

So what do we mean by ‘engagement’?

Well, it’s about adding value, building trust, and driving commitment.

In doing so, these brands are able to move their audiences from

passive indifference to active participation.

It’s about creating authentic and meaningful interactions

between people and the products and services with whom

they choose to spend their valuable time.

It’s no surprise to learn that the deepest connections between audiences and

brands are formed through a process that takes people from

watching and thinking, to feeling and doing.

Active participation at a personal level with a brand is key

to establishing value and a lasting bond. So we need to get

personal, get real, and start an authentic dialogue.

This is where experience marketing comes into it’s own.

Forget about the last forty years, which were dominated by

self-aggrandising advertising campaigns. Brands are waking

up to the fact that there’s an opportunity for dialogue and

engagement and “live” is where it’s at.

All that remains is for brands to decide whether they’re willing

to take their relationships to the next level. Are they looking

for a quick fling, or long-term commitment?

Put the effort in, and you’ll reap the rewards.

Jump around, jump, jump.....jump around!

The Experience is a very "real" form of communication.

There is no hiding behind a facade when you are out there face to face with the community you are trying to reach

That’s maybe why I love it so much

Face to face beats everything else for me.

Even e-mail or IM and BBM for you crazy kids out there.
I came across and interesting piece of research the other day

Two groups

Let’s call them A and B

I hate long introductions

Group A

All met each other face to face and had time to get to know one another in person.

Then both Groups were then given a conflict to resolve by e-mail

Group B had no face-to-face meeting or face to face communications.

6% of the Group A failed to arrive at a good resolution.

And Group B?

You know its going to be more....set your eye balls to stun.

39% couldn’t agree

Ladies and Gentlemen.

Get up from thy desk and walk ..........

You're a brand

We've been looking at internal communications for a number of clients recently

In one of the meetings we wanted to shake up the thinking a little so we decided to put everyone in the room on the spot by asking them what their personal brand stood for.

Slightly unfairly, but very enlightening.

Some responded instantly, others took their time.
All of them realised that the point was about the power of the personal brand.
All the leaders and senior figures in our lives stand for something unique, even if it’s not necessarily something that we like.
Your true value to a company isn’t just doing your job, that’s what you get paid for.
If you are thinking “If I do what I’m told, I’ll always be valuable.”
Then you are mistaken.
That viewpoint only commoditises what you do and there is not real value in that, because in reality, all you’re doing is filling a hole.
The key to getting ahead is finding the thing (or things) you can bring to the business that no-one else can.
The more the company that you work with recognises that and "invests" in it, the greater the results for all.

That’s what’s irreplaceable, where you create value for the company and yourself.
So what’s your brand?

A quick thought

They say practice makes perfect.
You know what else makes perfect?
Long, laborious processes.

Second guessing.

Arguing about minute detail.

Fine tuning

Last minute changes

Here's the deal .
You can get something 100% right, but take ....forever in delivering it.
Or you can be quick off the mark, first to respond and know that you’ll be 99% there. .
I know which one I’d always choose.
How about you?
Be quick, the clock’s ticking.

Change is the only constant

Those that have heard me speak at an event will know that I talk about change.

A lot!

As my own personal guru Tom Peters says, "if you don't like change, you're in the wrong business, whatever business you are in".

The world is constantly changing.
And in these technologically-enhanced times, it's changing faster than ever.
Sometimes, we have to run just to catch up.
So I find it weird that so many people remain resistant to progress.
They actively shun evolution, dig in their heels and steadfastly refuse to move on.
Some of them even go so far as to take pride in the 'Luddite' approach, arguing that when the world shifts back, they'll be in exactly the right place.
The more things change, the more they stay the same.
And the more ridiculous they look.
I always think of Trigger, the po-faced buffoon in long-running sitcom 'Only Fools and Horses'.
He once proudly announced:
"I've had the same broom for 20 years."
"It's had 17 new heads ...........................and 14 new handles."
You can keep telling yourself that nothing's changed.
But in actual fact, everything has.

Its all about the experience

This is a fantastic time to be working in an experience marketing agency.
Advertisers are recognizing the need to focus on experiences rather than just messaging.
And sponsors are increasingly looking for ways to activate their properties in a way that brings to life the essence of their brand.
If you want people to be passionate about your brand, you have to be willing to express yourself through your actions and behaviours,
That’s where the emotional connection occurs.
Consumers want something they can feel.
An experience that hey’ll remember.
Whether it’s a retail presence, an exclusive rewards programme or a sponsorship strategy, you need to focus on the emotion that connects the brand to the consumer.
That's the way to build long term relationships.

Eat the frog....

I was looking over some posts to the blog I made a while back

And apart from marvelling at the fact that tempus really does fugit

I thought some of them really do stand a little retelling
The issues are still the issues.

The concept of squeezing a quart of work into the pint point of time is ever present.

So how good are you at managing your time?
Ok don't want your stock answer.

I'm looking for the truth.

(I can handle the truth)
The fact is, we all have a habit of leaving the crappy jobs ‘til last.
Which means that all the job we are not looking forward to hangs over us like a storm cloud, we put it off and put it off, extend our deadline, move it down the to do list.
It then starts affecting our attitude, our mood and everything else we do, it casts a shadow over the rest of our day, our week.
If you haven’t already read it, I highly recommend Eat That Frog! By Brian Tracy.
In it, he explores the positive benefits of tackling the least appealing task that faces you that day first.
If you get the worst thing you have to do done first then everything else, is positive.

Please note that I’ve even embedded the link directly to Amazon in this post, so you procrastinators have even less of an excuse.

Stop Thinking Start Doing

You can study for all the MBAs and post-graduate qualifications in the world.
But if you want to know what separates the guys who run things from the people who don’t, I’ll tell you.
It’s one simple question – What’s best for me?
The people who make it to the top, never ask that question.
And the people who get passed over for promotion always ask it.
As you move through your life, your business or just your career, there’ll be times where you need to give a little more.
A little more time.
A little more effort.
A little more je ne sais quoi (the person who asks you may well be French).
Alternatively, you might just spot that something needs to, or should be done.
So you ask yourself that question.
Weigh things up in your mind.
Run through the caveats.
You hesitate.
Meanwhile, someone else has picked it up and run with it.
And although the problem has been solved, or the issue averted, people remember that moment of hesitation.
The can’t-do attitude.
Your mercenary decision-making process.
See it from a different point of view.
Grasping a challenge, a task, an opportunity, shows energy and enthusiasm.
It demonstrates the kind of commitment that anyone who controls the bottom line is looking for.
Let me give you a quick example from today.
Yesterday I had an early client meeting in town.
Then a pitch in a different part of town at 12.30.
My next meeting was at 4.30, in town.
I could have given myself an easy ride.
Nice leisurely lunch, make a few calls, stroll to my meeting.
No.
Instead I made the hour-long journey back to the office in Kingston.
All because there was a catch-up meeting for a pitch that was going out the door at 5pm.
As soon as the meeting was over, I had to head out the door for the hour-long journey to my next meeting.
So… was it good for me.
Of course not.
Was it right for the other people involved?
Absolutely.
If you're reading this blog thinking I'm a mug, then you’re probably happy with your job.
But don’t feel too good about it – that’s what you’ve got instead of the career you could be having.
But, if you’re reading this thinking "that's what I would have done", look me up on LinkedIn. You never know where it could lead.
Chances are, there’ll be some travel involved.

Shout It From The Roof Tops

This one goes out to all you golf fans.

And Gareth.

If the last 3 majors have taught us anything, it’s the fact that success breeds success.

All winning golfers from the The Masters, The US Open and The Open are managed by Chubby Chandler's ISM group.

When they are at the majors, they eat together.

Stay together.

So they’re constantly sharing their winning stories.

First Graham McDowell wins the US Open of last year.

Then Louis Oosthuizen.

Followed by Rory McIlroy and now Darren Clarke.

It’s no coincidence.

They’ve cultivated a culture of success.

It becomes infectious.

Everyone sees how it’s done.

And they all want a piece.

So next time you win something, tell the world.

Let others share in your success.

Learn from your experience.

And enjoy some victories of their own.

Why Wait Till The End?

As I said on Thursday, we’ve been pitching a lot lately.
And I’m happy to say we’ve had a pretty successful run.
That’s mean quite a few late nights.
As well as plenty of early mornings.
Whatever it takes to get stuff out the door.
I guess old habits die hard.
But I’ve never understood that agency mentality of taking it down to the wire.
Leaving it to the very last minute.
I’m sure some people work best under pressure.
Unfortunately, that’s also how mistakes get made.
Things get overlooked in the last minute panic.
Like any successful product launch, the pressure needs to be applied at the front end.
Otherwise, you run the risk of making your pitch look like a 12 year-old’s homework.
“Sorry if my report looks sloppy, but the bus kept going over speed bumps.”
Not very impressive.
You might be able to rationalize it, but your client can spot the warning signs.
Well managed time, means a well managed project.
And that’s something every client wants to see.

Pitching The Night Away

WoW!
Has it really been three weeks since I last posted on here?
Sorry for those of you who kept checking back for updates.
You know how it is.
Real life has a habit of getting in the way.
We’ve had something of a pitch frenzy here at GPJ.
So, of course, I couldn’t be happier.
As I've said before (repeatedly) pitching is our cost of sales.
Since we don’t advertise, pitching’s the best way of getting our name out there.
And even if you don’t win, no-one goes home empty handed.
We leave behind some great ideas.
Tons of chemistry.
New relationships.
There’s an old sports saying: "You miss 100% of the shots you never take."
Similarly, "You've got to be in it to win it."
OK, so they’re all clichés.
But they’re based in truth.
So of course you want to win, but also focus on taking every opportunity to meet,

engage and share.
Get out there and spread the word.
You never know who might be listening.

Here's The Truth,, You Can't Handle The Truth

There are thousands of graduates out there, dreaming of a career in marketing, advertising and PR.

Ask them about their ideal job and they’ll tell you all about the brands they’d love to work with.

The audiences they’re dying to engage.

And the campaigns they hope to create.

What they probably won’t mention, is a long-standing desire to work in B2B marketing
So how did B2B become the last pick weedy kid of our industry?

Why aren’t we top of the hit-list when it comes to attracting the best talent?
I think it can be summed up in one word.........: boring.
A contentious viewpoint, perhaps.

But time and time again, we seem to forget the golden rule: our audiences are all people at heart.

It doesn’t matter how they fill their 9-5.

They still go to the pub with their mates, veg out in front of the TV, and try to score tickets to that long awaited reunion gig of their favourite band.

It’s not as if they automatically disconnect their souls the moment they log into their work email.
And yet, for some inexplicable reason, the world of B2B marketing seems to think that the only thing its audience cares about is work.

So that’s what we talk about.

Ad infinitum.

The more information then better.

And if it doesn’t inspire us, imagine how they must feel.
The fact is, our brands need the same thing our B2C counterparts need – advocates.

Those unofficial, authentic, low-cost sales people who will go out and evangelise on our behalf. Word-of-mouth is just as important in our world.

And social media is the perfect platform on which to activate it.

But we keep making the same mistakes, confusing information overload with emotional engagement.
We need to shift our mindset, and play by the same rules as our colleagues in B2C.

Our audience wants to be entertained and inspired.

Engaged and rewarded.

They may have to run their decisions past the folks in procurement, but they still listen to their heart when it comes to the crunch.
With the economy still in the grip of a seemingly endless recession, the competition is fiercer than ever.

We need to cut through the white noise, give people a reason to choose us over someone else.

The principles which have governed B2C marketing for decades can all apply.

Loyalty rewards, humour, great customer service, entertainment, engagement and dialogue. They’re essential tools, and yet all too often, they’re completely overlooked.
None of us want to be defined by the work we do.

And that includes our audiences.

This One's On Me

Nothing stands still for long in the world of marketing.
It's not so long ago that I was talking about the experience economy.
Now, it seems, we've shifted to the relationship economy.
Brands are looking for long-term engagement with audiences.
Relationship that don't just last a lifetime, but that will span generations too.
According to Tom LaForge, Global Director of Human and Cultural Insights at Coca Cola:
"The last thing we want to do in any relationship is transactionalise it".
I don't suppose that means he's going to be giving away Cokes from now on.
But I think he understands the fundamental issue at the heart of relationships based on any kind of exchange.
In the past I've described advertising as the friend who only ever calls when they need something.
"Can you lend me a tenner?"
"Can you pick me up from the airport?"
"Think you could write me a reference?"
Annoying, aren't they?
Experience marketing, on the other hand, is always in touch.
It wants to know how you're doing.
And it understands the difference between a conversation and a monologue.
The fact is, even the best relationships sometimes have a transactional side.
The key is to make sure that there's a quid pro quo at the heart of it.
This time, you're doing a favour.
Next time, like the song says, "They'll be there for you."
The best brands are happy to go Dutch.
Because they know that it all evens out in the end.

Shine Like A Star

Sometimes, even I struggle to get out of bed.

Maybe it's been a long week.

Or I'm still feeling the effects of a late night.

Either way, I find myself thinking how nice it would be to just lay back and stay in bed.

But I never do.

Because the one thing I enjoy more than sleeping is coming to work.

It's true.

And if you can't say the same, you're doing something wrong.

Think about it.

We spend more time at work than we do anywhere else.

We see more of our colleagues than we do our family and loved ones.

Work has to be fun.

It has to be a laugh.

And if you enjoy yourself, chances are your workmates will too.

Same goes for your clients.

My friend Chris Barez Brown releases his new book today.

It's called How To Shine At Work.

The website's here: www.howtoshineatwork.com

In it, he teaches you how to be Bono...Or Elvis.

The entertainer with the power to lead.

As.Chris says start reading novels instead of The Economist.

Slope off for a nap if you need some inspiration.

And if your boss has a problem, tell them to take it up with me.

Actually, on second thoughts, give them Chris's number.

The Sky Is Falling, Take Cover

WoW!
The world moves so quickly, and so slowly at the same time.
Our environment can change in an instant.
And yet it can take us years to respond.
I remember writing on this very blog about two years ago about the demise of Woolworths.
As someone who used to buy the top 20 singles every week, it was a loss I felt very deeply.
At the time, I argued that some businesses had simply passed their sell-by date.
Time to chuck them out, along with the curdled milk and furry cheese.
(You should see inside my fridge)
Anyway, it was a sad time for the people who worked there.
But the closure of those distinctive red and white stores was more about the business model than the recession.
Its core offer was outdated.
Unsustainable.
And yet here we are again.
Those who forget the past... and all that.
Oddbins, Moben, Habitat, Focus DIY, Jane Norman and Thornton's are all either biting the dust or opening wide in preparation.
Again, it's unfortunate for the lives and careers that will be affected.
But once more, it's about the business model.
Not being an expert on female fashion, I can't comment on Jane Norman.
But the others are all outdated propositions.
Oddbins can't compete with grocery multiples and their 'pile it high sell it cheap' mindset.
Moben was built on a personal finance model that no longer fits.
Habitat seem over priced when compared with other fashionable furniture stores.
Focus DIY was always an also-ran to B&Q.
And Thornton's have given up their exclusivity, enabling their loyal customers to pick up chocolates in the supermarket.
Ultimately, the energy that creates as business has to be sustained.
And that means redirecting it to respond to changing market conditions.
It means keeping track of changing audience tastes.
If the global slow down has taught us anything, it's that nothing lasts forever.
Even beloved brands.
Evolution is a painful process.
But if you don't embrace it, you're just another relic waiting for your place in a museum.

If You're Happy And You Know It (clapping optional)

You remember my old mucker Chris Barez- Brown.

Yes you do, the Upping Your Elvis guy.

You know, creativity guru.

Got a new book coming out next month.

Shine, How To Survive And Thrive

£ 9.99, YES £9.99! Portfolio Penguin.

That's the fella.

Anyhoo

He has this "thing" about waking up.

The moment when you open your eyes and your brain has to suddenly bring you up to speed.

Who you are.

What you do.

And in my case, where am I?

Chris sees that precise moment as a real power opportunity.

You can be who you want to be.

What you want to be.

You can choose to be different.

I love that.

We all come across people who are just not happy in their role.

Too busy.

Too much responsibility.

Whatever the reason, something's not working.

And usually, neither are they.

They're going through the motions, but they're not achieving anything.

Happiness is a choice.

Whether you find your work enjoyable or not is also a choice.

Fun is a choice.

If you're happy you'll enjoy it.

If you enjoy it, you'll be great at it.

No matter what the 'it' happens to be.

Agency Credentials.

Here's something you don't hear very often

"Could your agency present its credentials?"
Last time I heard that Lance Armstrong was on a penny farthing.
OK, an exaggeration.

Let me put it another way.
When did you last encounter a client who wanted to focus on the past?
That's not to say that your history doesn't matter.
The work you've done, the people you hired, the offices you opened.
It all counts for something.
But the moment the opportunity to run through your creds comes up, don't go into autopilot.
There's no denying that your heritage has value.
However, agencies need to be a little bit more inquisitive about that all-important first meeting in the diary.
Why now?
Is this a specific assignment or more of a general interest meeting?
Why us?
Have we been recommended or was this a game of 'pin the tail on the agency'?
Clients also need to apply a little more focus to the process.
Rather than a brief history of time, they should be looking for your view on the world.
Plus, some smart thinking about how that POV might affect their company and their brand.
Most importantly, you need to give them an idea of what it's like to work with your agency.
And if they don't ask for it, you should be ready to do that anyway.
Give them a surprising creds presentation and you're already halfway there.

Are You Having Fun Yet?

I'm a firm believer in the "work should be fun" philosophy
Of course we can't be rolling around the floor all day long
But there are times when it's more than just appropriate to have a laugh.
Sometimes it's downright essential.
Take the last few weeks for me.
Getting to grips with a new life at George P Johnson has been a challenge.
It's an awesome company filled with exceptional people.
And I was like the guy waiting for his go at "double dutch" trying to get the pace right.
When you go for it, jump in, join in and connect, it starts to be fun.
The thing that we do, experience marketing, is all about brands connecting with audiences on a meta level.
An emotional level.
Once you can do that, you have relationships that will last.
Now I just need to get them to start laughing at my jokes.

Super Citizens

There was an interesting story in the London Evening Standard yesterday about how many people McDonald's educates.
The whole classroom, lessons, exams thing.
For a long time now, I've been looking at the rise of brands and the role they play in our everyday lives.
We rely on them for much more than just the products and services they sell.
There's the CSR programmes, the sports sponsorships, even their support for the arts (check out my friend Gareth's blog on how brands are helping fund the new Bond movie).
Did you know that McDonalds apparently teaches the English language to more people than our school system.
The responsibility placed on brands is enormous.
Especially since we seem to be losing trust in the old establishment.
Governments and organised religion - those old institutions that we followed and believed in - have been usurped by brands.
Obviously, not all brands are created equal.
There are some we trust more than others.
But the interesting thing for me is what the brands are doing with this trust, and how they're taking their involvement in various projects and initiatives to a whole new level.
It doesn't matter whether it's the broad brush stroke of Olympic participation, or the narrow cast reach of a local charity project.
They're interacting with consumers more than ever before.
And finding new ways to play a part in all our lives.
Before you ask, this blog is not sponsored by McDonalds.
Yet.

What An Experience

This time last week, I was flying to Sweden to present at an industry event.
The subject?
Experience marketing of course - haven't you been paying attention?
After the speech, I took questions from the floor.
One in particular really stood out.
Because it challenged me to really think about my perspective on the subject about which I'd just spoken at length.
Someone in the crowd had endured, rather than enjoyed, a recent trip with Ryanair.
(Budget airline for you guys outside the UK)
Having listened patiently to me extolling the virtues of the brand experience, they asked "Isn't Ryanair just about price, rather than experience?"
My first reaction was to blurt out "yes, probably".
But the more I spoke, the more my opinion began to shift.
If experience marketing is delivering a brand's promise across every touch point, then you could argue that Ryanair is truly living the experience.
I never said it had to be a good experience, just a consistent one.
Think about the following no-frills touchpoints:
"Extra for luggage - wow this must be cheap"
"Pay for the lavatories - wow this must be cheap"
"No seat allocation - wow this must be cheap"
It might not top your list of 'favourite ways to spend a few hours', but as an on-brand experience it's hard to beat.
Everyone you tell about your flight will think two things, guaranteed.
"That sounds awful."
And "You must have got a great deal."
At that point, anyone planning a flight simply has to choose whether they want the bells and whistles, or the bare bones.
And if it's the latter, you know who they'll be booking with.
If that is indeed their strategy, you have to admire their singlemindedness.
It seems to work, even if the reclining seats don't.