:: The Marketing Fresh Peel

Age of Conversation Round 2

Posted by Chris Wilson January 23rd, 2008

Age of Conversation Round 2

Round 1 of Age of Conversation was a knock out!

The book came together in what the publishing industry would consider breakneck speeds. The fact that it was a collaborative effort, with over 100 contributing authors that were literally from all over the globe, makes the books’ publication even more mystifying.

The authors came together with a common purpose. They wanted to bring their conversations to the rest of the world, and to give back while they did it.

Here are The Age of Conversation stats, to date:

Over $10,000 raised for Variety, The Children’s Charity
Press from AdAge and other prominent publications (including Fast Company, PSFK, and BusinessWeek)
103 different contributing authors
Contributing authors came from 10 different countries

Now it’s time for AOC Round 2

Drew’s call for authors kicks off preparations for the next Age of Conversation, and in the spirit of democracy and collaboration, this time around topic was put to a vote. The choices are:

Marketing Manifesto
Why Don’t People Get It?
My Marketing Tragedy (and what I learned)

If you would like to jump in and become an author of this legacy in the making, email Drew while there’s still room in the ring. I’ve already put my name in the bucket.

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Some of you may be thinking (or at least I hope you are thinking), “what about the Bum Rush?” I only have one thing to say to that. The Age of Conversation Bum Rush will happen, so start planning now and stay tuned.

CATEGORIES: Buzz, Events, Books, Marketing

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Nike’s Viral Attachment

Posted by Chris Wilson January 11th, 2008

OkGo, Nike Treadmill Workout About two months ago, iTunes and Nike gave away a 30 minute treadmill workout mix featuring the band Ok Go. The recipients of the mix were the 400,000+ members of the Apple Students group on Facebook.

You probably best know Ok Go from their viral sensation in which they created a music video of one of their song while dancing on treadmills. (It’s a must see if you haven’t seen it already.)

Ties to infamous treadmill viral are pretty obvious. Workout instructions are given by Ok Go’s Damian Kulash and Tim Nordwind, along with their sarcastic comments like, “we are treadmill gods…and well..you are not.”

When I first saw the Ok Go and Nike collaboration I thought it was a cool idea, but I didn’t see it as anything more than a quick way to capitalize on a viral trend to bolster their brand a bit.

But that all changed when I was pointed to (via Pure Thinking) a recent article in the Times, The New Advertising Outlet: Your Life.

The article explores Nike’s ongoing efforts of providing “an experience” opposed to a sales pitch, and in turn, their departure from traditional advertising mediums. Nike has found that connecting with customers on grassroots level, much the way Nike started in it’s beginning, is becoming more and more effective.

Stefan Olander, Nike’s global director for brand connections, describes Nike’s strategy:

Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.

We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go. How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?

With that in perspective, what better way to connect to college students (and beyond) at a grassroots level than through viral? And they aren’t trying to push products, they are adding something value to an existing experience.

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We all know power of the viral. And we also know that it’s virtually impossible to intentionally create something viral.

So should we take one out of the Nike playbook and find a viral success to attach our brand to?
Would this approach even work for other products or brands?

CATEGORIES: Buzz, Advertising, Marketing

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A Gift Put into Action

Posted by Chris Wilson December 18th, 2007

Citizen Marketers Book and Patch

A while back I gave you a look at my reading habits in a post titled in 7 different languages, Books, Libros, Bücher, книги, Bøker, 书, 本.

Well today I received a pleasant surprise in the mail. It seems that Ben McConnell and Jackie Huba are doing a great job tracking talk around the web about their book, Citizen Marketers. In the post, I had listed the book on my wish list. Then this afternoon, in a neat little package, arrived my own personal copy of the book along with a cool little 1% patch and nice handwritten note.

In the note, (Click image to view larger) they say they “saw that I had Citizen Markers on my book wish list” and to “consider this an early Christmas present!” At the end of the note it says, “Hope you enjoy it. (If you do, we’d love to see your mini-review of the book on Amazon.)”

I thought I would do them one better for now by sharing this experience with you.

Thank you Ben and Jackie for the awesome book and for proving your belief in the power of the 1% rule.

CATEGORIES: Buzz, Marketing

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Age of Conversation Bum Rush: Update & Starter Kit

Posted by Chris Wilson December 18th, 2007

Age of Conversation Bum Rush Update: New Date of January 5

Update: The Age of Conversation has been rescheduled for March 29th. More details here.

It’s been almost a full month since I first proposed the idea of a “Bum Rush all of the social media you can get your hands on.” Since then, we’ve learned that the book will be moving to Amazon and the initial date of the bum rush had to be rescheduled.

With all of that going on I thought it would be a good idea to recap our plans.

So, I’ve (1) updated the plan of action list, (2) created some Bum Rush “bling bling,” and (3) provided a couple of new ideas for things you can start doing right now.

Plan of Action List (for Jan. 5th)

If you have a blog write a post about AoC and/or the Bum Rush. Make sure you have a prominent link to the Amazon listing so that readers can easily purchase the book. (We will have an affiliates link to the book, which I will post before the Bum Rush. All of the earnings will go to charity as well.)
Throw in some Twitter posts about AoC and/or the Bum Rush.
Trackback or Comment on the post that I will leave here on Jan 5th at 8:00pm CST, so that everyone can follow the conversation and help promote exposure on social sites (Digg, StumbleUpon, Del.icio.us, etc.)
Digg the posts listed & send emails and shouts to friends requesting Diggs.
Stumble the posts listed & tell friends to do the same.
Bookmark your post on Del.icio.us
Add your post to other social media outlets ( Technorati, Ma.gnolia, Furl, BlinkList, Newsvine, Facebook, etc.)
Send an Old Fashioned email to your friends about the Bum Rush for AoC.
Create a podcast or video and upload to Youtube or other streaming video site (Maybe David Brazeal can do a special edition). Again be sure to share the link so everyone can give the video views and mark it with a high rating

Ryunosuke Satoro once said,

“Individually, we are one drop. Together, we are an ocean.”

The same is true with all of the actions on this list. By ourselves they will do very little, but together we can make waves.

Age of Conversation Bum Rush Badge

Age of Conversation Bum Rush Update: New Date of January 5 For anyone who wants to add some Bum Rush flair to their blog or website, have I got something for you. I’ve designed a badge and provided the HTML code that can be easily copied and pasted. Right now the badge links to this post, but feel free to change it to a post that you’ve written about the Bum Rush event.

If you need any help with the code or have any problems just let me know and I will do my help you get the Bum Rush “bling bling” added to your site.

Just copy and past the code below:

<a href="http://freshpeel.com/2008/01/lets-try-this-again-aoc-bum-rush-rescheduled/"><img src="http://www.freshpeel.com/wp-content/uploads/2007/12/AOC_banner.jpg" alt="Join the Age of Conversation Bum Rush on January 5th" /></a>

What You Can Do Right Now

Spread the word - Surely you are connected to people outside of your marketing cronies. Start talking…hence the word “conversation” in the title.
Add the Join the Rush Badge to your Blog or Web page. (Just copy and paste the HTML code above.)
Blog about It - Make sure everyone gets the word that the Bum Rush will be rescheduled.
Play - Hopefully you will have some time off over the holidays. Take some time to play with social media sites. Make connections.
Join the Facebook Group - This is a great way to connect with all of the AOC writers and fans. You can join the group here.
Become an AOC Fan on Facebook - Show your love for AOC. Yet another awesome way to connect with AOC writers and fans. Join AOC fan page here.
Add AOC to Wikipedia - Any experts on Wikipedia guidlines? Made to Stick is a good example of what can be included.

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I would love to hear any ideas or additions you can make to this list.

CATEGORIES: Buzz, Events, Books, Marketing

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How to Create Puzzling Interest & Buzz

Posted by Chris Wilson November 27th, 2007

Crossword Puzzle

Are you boring customers? Are you having trouble generating the interest that you used to? Has the Forrest Gump-like crowd that used to follow you around long decided to return home?

Part of it could be that you are filling in too many of the blanks.

There is often a tendency to feel as if we have to spell everything out about our products or brands. After all we wouldn’t want consumers to get any of the facts wrong. Somehow we feel that for each consumer there is that one benefit or selling point that will tip the scales in our favor. This mindset leads to one thing….boredom.

Here’s a tip: Let the consumer solve the puzzle.

There is definitely something to be said about keeping it simple. In fact, keeping it simple is the best way to create a puzzle for consumers. By not writing that lengthy block of text describing your product you will be leaving room for consumers to explore your product or brand and keep interest alive.

It’s not what you say. It’s what you don’t say that creates the puzzle.

People love puzzles. That’s why you still find crosswords and seek and finds in newpapers and magazines—they are some of the most popular sections.

It just feels good to solve a puzzle. According to Richard Maxwell and Robert Dickman in their book The Elements of Persuasion, solving puzzles gives your brain a shot of endorphins. Maxell and Dickman say,

“A side effect of endorphins is that they make you a little talkative, so you want to tell your friends what you just did.”

If you want to create buzz about your brand, product or promotion, turn it into a puzzle. Consumers will go out of their normal boundaries to figure out solution, and once they figure it out you can be sure that they will tell their friends about it. Who doesn’t like to look smart? Especially all of us ego driven bloggers.

CATEGORIES: Buzz, Advertising, Branding, Marketing

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The Age of Conversation Bum Rush on Dec. 14th

Posted by Chris Wilson November 20th, 2007

Lets Bum Rush the Social Media World!

Over 4 months ago The Age of Conversation, a collaboration of 103 authors from 10 different countries from around the globe was launched, with all of the proceeds going to Variety, The Children’s Charity. In a little over 90+ days, the goal of $10,000 in charity money was raised.

But now, as Drew points out, sales are slowing. It’s time to hit high with a serious spike in social media activity. I’m talking about bringing even more clout than we saw with the initial launch of the book. I know we can do it!

The idea is one that I am borrowing from Joseph Jaffe, who used this technique to send his book skyrocketing up the bestseller’s list at Amazon. I won’t feel bad about taking the idea from Jaffe though, because he borrowed the idea from the band Black Lab, which held an iTunes “bum rush” launching their single Mine Again up the charts. Both were very successful efforts.

So what exactly am I proposing?

I’m calling for a “bum rush” all of the social media you can get your hands on. Since The Age of Conversation isn’t listed on Amazon we will have to “bum rush” another outlet, and with most of the AoC authors (if not all) being bloggers, mini launch pads are sitting and waiting to give the book the push it needs.

With the infinite amount of social sites and connections on the web, this is a huge undertaking. That is why I came up with this plan of action list with the highest priority items at the top. The idea is to generate as many touch points around the web as possible so that it will be hard not to the Age of Conversation activity.

Just start at the top and work your way down the list as far as you can:

If you have a blog write a post about AoC and/or this Bum Rush. Make sure you have a prominent link to http://stores.lulu.com/ageofconversation so that readers can easily purchase the book.
Trackback or Comment on the post that I will leave here on Dec 13th at 6:00pm CST, so that everyone can follow the conversation and help promote exposure on social sites (Digg, StumbleUpon, Del.icio.us, etc.)
Digg your post & send emails and shouts to friends requesting Diggs on your post.
Stumble your post & tell friends to do the same.
Bookmark your post on Del.icio.us
Join the Facebook AoC Contributors and Friends Group
Become a Facebook Fan of AoC
Add your post to other social media outlets ( Technorati, Ma.gnolia, Furl, BlinkList, Newsvine, Facebook, etc.)
Send an Old Fashioned email to your friends about the Bum Rush for AoC.
Create a podcast or video and upload to Youtube or other streaming video site (Maybe David Brazeal can do a special edition). Again be sure to share the link so everyone can give the video views and mark it with a high rating.

(I will re-post this plan of action again with the trackback/comment post on Dec. 13th.)

What Should We Expect?

It’s like a human pyramid. If we can get everyone carrying their weight then it should be easy to reach new heights!

Here’s what Greg Verdino had to say after Joseph Jaffe’s Amazon Bum Rush:

“there’s nothing to stop pretty much any marketer from applying these techniques to garner attention for their own new product launches and spur on-demand sales. Nothing, that is, if that marketer takes the time to build their own community, fosters meaningful relationships with the members and then makes a coordinated effort across a variety of conversational channels to connect with the community at just the right time to move the needle. None of these things happens overnight — they take quite a bit of effort and long term commitment.”

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Did I leave anything out? Second Life? You fill in the blank ________.

CATEGORIES: Buzz, Social Networks, Events, Advertising, Books, Marketing

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Selling the Invisible

Posted by Chris Wilson October 23rd, 2007

Invisible Hyundai Car

No I’m not talking about Harry Beckwith’s classic on how to sell and market services that deal with no actual products. I’m referring to Hyundai’s new ad campaign, Think About It, which doesn’t show consumers any of their vehicles until you go to the website thinkaboutit.com, and even then you have to dig through all their videos to catch a few glimpses of selected models.

You can view the spots on the HyundaiUSA’s Youtube Channel. (The Youtube user name of the user and the fact that they joined just a few days ago to post all these spots makes me wonder if Hyundai is trying to do hoping something viral will happen with these videos. But that’s only speculation at this point.)

So here’s the question:

Is it necessary to show a product in order to sell it?

I think in this case the answer is most definitely YES! Cars are one of the most emotional and sensual purchases that people make. Emotional logic leads consumers to choose a car that will be safe for their family, or fits them deep down inside and conjures up questions like “Does this look like a car I would drive?” or “What does this car say about me and who I am?”

How can we make that connection without seeing the car? And better yet, if we make that connection, what product or model do we pin it on?

I guess Hyundai is going to leave it up to the local Hyundai dealers to fill in the blanks for consumers. Boy, nothing will tug at the heart strings of human emotion and builds up the Hyundai brand like the words, “BUY BUY BUY, No Money Down!”

CATEGORIES: Buzz, Branding, Marketing

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Magic Number 26

Posted by Chris Wilson October 22nd, 2007

For those of you who haven’t been keeping up with Jaffe’s updates, Chronicling Bumrush the Amazon charts for Join the Conversation, the results are in. Join the Conversation quickly climbed the Amazon bestseller’s list yesterday, topping out at magic #26 on the overall bestseller’s list. The book set at #2 at the top of the business best sellers list right there next to the famous FED man, Alan Greenspan, who has been at #1 for weeks.

I’ll have to admit the results turned out a lot better than I expected. It was a very impressive show. Greg Verdino comments:

“there’s nothing to stop pretty much any marketer from applying these techniques to garner attention for their own new product launches and spur on-demand sales. Nothing, that is, if that marketer takes the time to build their own community, fosters meaningful relationships with the members and then makes a coordinated effort across a variety of conversational channels to connect with the community at just the right time to move the needle. None of these things happens overnight — they take quite a bit of effort and long term commitment.”

Since hitting #26 the book has made a slow descent. As I write this it is sitting at #95. This may be the last time we see the book this high on the Amazon charts, but there is sure to be buzz floating about, on what happened during the “Bumrush for Join the Conversation,” and that’s what it is truly all about — (forgive me for this Pete) CONVERSATION.

CATEGORIES: Buzz, Books, News

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