Companies come and go. So do brands and promotional memorabilia. Interestingly, though sometimes a logo becomes so cherished it can actually last longer than the actual company who produced it. When this happens, it is an indication of serious feelings of customer goodwill, employee satisfaction, and positive associations in general.
People become nostalgic. They collect memorabilia of deceased companies. Such items are like keepsakes. Companies that disappear have employees that value the insignia of their place of employment. They have happy customers who enjoyed their interactions with a trusted name. And, there are executives and officials who have pride toward a successful creation.
Surviving memorabilia ranges from tiny trinkets given out the general public, to achievement awards bestowed upon hard working staff such as pins, trophies, lapels, and other items. There are a wealth of other memorable items like golf balls, coffee mugs, and pens that outlive a business. In the beginning, they were created to build loyalty to the brand and more or less for business and marketing purposes. Yet, often times, these items assume characteristics of warm memories later on.
Even uniforms and corporate apparel can embody the same feelings of fondness and the good ole’ days. When people put in years of service with a particular job, they have powerful memories of the brand for countless reasons. They want to save the products and at the same time hold onto the events that coincided with their experience there. Think about a worker who has served 30 years in a position at a certain corporation. Perhaps this same worker met his spouse there; perhaps he had built a community of friends and colleagues.
Moreover, experts in marketing field as well as psychologists say that when people cherish those momentos from their old work environments, what they are doing is actually participating in a form of healing or therapy. The products have the potential to stir such positive feelings that they can act as a balancing and restorative tool. It’s amazing that reflecting on such a simple piece of memorabilia can have such an effect, but even more, it’s cheaper than an actual therapy session. Some claim that such products also offer an element of stability and tangibility in a disposable, changeable world. In other words, people need something to hold onto.
We live in a very different work world than we did just fifty years ago. The environment is more dynamic, fast paced, and radical than ever before. Whereas in the past, traditionally people committed themselves to careers and remained in them throughout their lives; today we change careers and shift gears from one avenue to another sometimes several times in our lives. Companies endure similar patterns. They are created, merged, disintegrated, split, retired, and revamped.
Change is hard on people: employees, customers, those in charge, and those affiliated with a business. Even if the circumstances are positive, the adjustment can be a challenge. Comfort and familiarity are usually preferred even if the new outcome promises a better deal for all of those involved. Hence, another reason for holding onto those promotional items of yesterday.
What is also remarkable is that employees have a pattern of changing their opinions on their work place after the fact. Researchers have studied this. After the dissolution of a business, workers romanticize their former place of employment. It’s a natural feeling for one to have. Idealizing the past helps individuals to make the transition involved with moving on and putting the past into perspective. Psychologists also say that any loss, regardless of how small, includes the grieving process to heal. Having positive associations of a work environment facilitates that process.
• There are special implications related to the investment of memorabilia. Even though promotional products may have been originally made for commercial purposes, they transform into unique and magical items after the disappearance of a business. Keepsakes expand beyond their intended purpose.
• Such products help to creating a bond among those involved. There is an element of camaraderie that exists when memorabilia unites people. Items spark conversation and remind the players of the game of their earlier times.
• Know that the survival of a brand is a sign of huge success. Why are people saving products of a company that is no longer in existence? There is something about the organization that is not dead, and that the public is not done with. Consider the products readily being purchased on e-bay, in flea markets, and in yard sales that are all associated with a company of the past.
We’ve all heard the cliché “you don’t know what you’ve got until it’s gone.” People apply this principle to brands and companies as well. Memorabilia that survives its parent business is a demonstration of a company unique and valued.
Monday, June 11, 2007
19 Ways to be the ONE Person at Your Next Conference Everybody Remembers
1. Attitude. In a sea of thousands of people all trying to get noticed, you have NO choice but to be unforgettable and remarkable. So you better begin with the attitude of approachability. That you’re going to stick yourself out there.
2. Detach from outcomes. Sure, you have goals. Maybe to sell. Maybe to get in front of the right buyers. However, also try to focus less on the outcome and more on the big picture. Free yourself from agendas. Develop a no-entitlement attitude. And focus on having fun, delivering value and creating a memorable (er, unforgettable) presence.
3. Go beyond free. Every booth, vendor, exhibitor and company is going to give something away for free. So, before you attend the show, brainstorm a list of the Top 50 Most Common (and Annoying) Free Giveaways. Don’t do any of them. Instead, pick something cool, remarkable and consistent with your brand that people will actually KEEP. Otherwise, you may as well just tell the attendees, “Here, YOU throw this away!”
4. But don’t go overboard on free. You don’t have to give away something for free to EVERYBODY. If they don’t want it, don’t force it. REMEMBER: approachability is a two-way street. Consider offering a free item that’s so good, people actually come up to YOU and say, “Ooh! Can I have one of those?”
5. Smile. The whole damn time.
6. Wave. To every single person.
7. Use disarming approaches. Six words: “Hi, I don’t know anybody here!”
8. Practice strategic serendipity. Say yes a LOT more. Spend time with people in areas and around things you wouldn’t normally approach. Break your patterns.
9. Don’t pick and choose. Talk to everybody. Even your non-buyers and customers. Even the food service people. Even the janitors. Even the information booth guy. Even the conference planners. Especially the conference planners. Because you never know. And consistency is far better than rare moments of greatness.
10. Dress it up. If you can find some sort of costume that’s consistent with your brand, do it. I wear a giant nametag to my conferences. Nobody misses me. Does your appearance stand out or blend in?
11. Achieve The HVA. Which stands for 1) “Huh?” 2) Value and 3) “Aha!” Attract people to yourself (or booth) with curiosity. Spark their interest. Then deliver your value statement. Then get them to say, “Ah! I get it! That’s cool…”
12. Speaking of curiosity. Do something that encourages strangers to approach you and say, “So, what’s the story behind that?”
13. Strike the match. Do something that make people say, “Dude, did you see that guy who…” Generate inner-conference buzz.
14. Make music, not noise. Everyone else at your conference is going to be making NOISE. With their annoying, boring promo materials and free toys that nobody wants or cares about. You need to make MUSIC by getting people to smile, laugh, say hello, start talking, have fun and deliver remarkable value.
15. Interact; don’t interrupt. Everyone else at your conference is going to be INTERRUPTING the other attendees. Take this! See this! Have a free cookie! They say. Instead, consider INTERACTING, not interrupting people. Making friends. Strike up conversations. Talk about business later. Lead with your person; follow with your profession. Open your conversations with topics OTHER than business, sales, the weather, traffic and the like.
16. Just chill. Stressed and hurried are not approachable adjectives. Separate yourself from other attendees by not appearing overly needy and desperate for business. After all, it’s hard to sell with your tongue hanging out! Just chill. Relax.
17. Attract attention. Notice it says “attract,” and not “draw.” Major difference. Your job is to be remarkable and cool and fun and valuable. If so, people that see you will follow these six steps:
a. Smile and point at you. b. Nod in agreement.c. Think or say, “Nice!” or “That’s cool!”d. Grab their friend’s shirt and say, “Jimmy, you’ve got to check out this guy over here…”e. Approach you.f. Tell everyone about you.
18. Find the cameras. Photographers, press folks and bloggers LOVE to capture images and videos of cool, fun, remarkable stuff. They also like to share those images in their publications and on the web. So, ask yourself the following three questions:
a. Are you worth videotaping?b. Are you worth taking a picture of?c. Are you worth blogging about the next morning?
19. Be a rock star. Do things to enhance your celebrity status. Bring a friend to follow YOU around with a camera all day. Give a speech. Hold a pre or post event party.
2. Detach from outcomes. Sure, you have goals. Maybe to sell. Maybe to get in front of the right buyers. However, also try to focus less on the outcome and more on the big picture. Free yourself from agendas. Develop a no-entitlement attitude. And focus on having fun, delivering value and creating a memorable (er, unforgettable) presence.
3. Go beyond free. Every booth, vendor, exhibitor and company is going to give something away for free. So, before you attend the show, brainstorm a list of the Top 50 Most Common (and Annoying) Free Giveaways. Don’t do any of them. Instead, pick something cool, remarkable and consistent with your brand that people will actually KEEP. Otherwise, you may as well just tell the attendees, “Here, YOU throw this away!”
4. But don’t go overboard on free. You don’t have to give away something for free to EVERYBODY. If they don’t want it, don’t force it. REMEMBER: approachability is a two-way street. Consider offering a free item that’s so good, people actually come up to YOU and say, “Ooh! Can I have one of those?”
5. Smile. The whole damn time.
6. Wave. To every single person.
7. Use disarming approaches. Six words: “Hi, I don’t know anybody here!”
8. Practice strategic serendipity. Say yes a LOT more. Spend time with people in areas and around things you wouldn’t normally approach. Break your patterns.
9. Don’t pick and choose. Talk to everybody. Even your non-buyers and customers. Even the food service people. Even the janitors. Even the information booth guy. Even the conference planners. Especially the conference planners. Because you never know. And consistency is far better than rare moments of greatness.
10. Dress it up. If you can find some sort of costume that’s consistent with your brand, do it. I wear a giant nametag to my conferences. Nobody misses me. Does your appearance stand out or blend in?
11. Achieve The HVA. Which stands for 1) “Huh?” 2) Value and 3) “Aha!” Attract people to yourself (or booth) with curiosity. Spark their interest. Then deliver your value statement. Then get them to say, “Ah! I get it! That’s cool…”
12. Speaking of curiosity. Do something that encourages strangers to approach you and say, “So, what’s the story behind that?”
13. Strike the match. Do something that make people say, “Dude, did you see that guy who…” Generate inner-conference buzz.
14. Make music, not noise. Everyone else at your conference is going to be making NOISE. With their annoying, boring promo materials and free toys that nobody wants or cares about. You need to make MUSIC by getting people to smile, laugh, say hello, start talking, have fun and deliver remarkable value.
15. Interact; don’t interrupt. Everyone else at your conference is going to be INTERRUPTING the other attendees. Take this! See this! Have a free cookie! They say. Instead, consider INTERACTING, not interrupting people. Making friends. Strike up conversations. Talk about business later. Lead with your person; follow with your profession. Open your conversations with topics OTHER than business, sales, the weather, traffic and the like.
16. Just chill. Stressed and hurried are not approachable adjectives. Separate yourself from other attendees by not appearing overly needy and desperate for business. After all, it’s hard to sell with your tongue hanging out! Just chill. Relax.
17. Attract attention. Notice it says “attract,” and not “draw.” Major difference. Your job is to be remarkable and cool and fun and valuable. If so, people that see you will follow these six steps:
a. Smile and point at you. b. Nod in agreement.c. Think or say, “Nice!” or “That’s cool!”d. Grab their friend’s shirt and say, “Jimmy, you’ve got to check out this guy over here…”e. Approach you.f. Tell everyone about you.
18. Find the cameras. Photographers, press folks and bloggers LOVE to capture images and videos of cool, fun, remarkable stuff. They also like to share those images in their publications and on the web. So, ask yourself the following three questions:
a. Are you worth videotaping?b. Are you worth taking a picture of?c. Are you worth blogging about the next morning?
19. Be a rock star. Do things to enhance your celebrity status. Bring a friend to follow YOU around with a camera all day. Give a speech. Hold a pre or post event party.
3 Ways to be (Somewhat) Predictable
Which means it’s your job to prove customers right.
To confirm their suspicions about the value you deliver and the values you stand for.
It ALSO means you need to be (somewhat) predicable:
1. In person.2. Via email.3. On the phone. 4. Throughout your marketing efforts.
Be (somewhat) predictable.
Disney calls this “staying in character.” (After all, their employees ARE called “cast members!”)
AND HERE’S THE THING: you’re not that different!
OK, maybe you wear a little less makeup. But the distinction is, instead of playing the role of Snow White, you’re playing the role of YOU.
SO, THE CHALLENGE IS: how do you become (somewhat) predictable?
Here’s a list of three ways to maintain brand consistency:
1. RECORD Brand Moments. Keep a log of your branding “moments of truth.” For example, write down any time a customer says, “I figured you would do that!” or “It doesn’t surprise me to see your company…” or “That’s exactly what I expected your website to say!” After all, what people remember about you is what you are.
2. REMIND Brand Moments: in your office, post a bunch of sticky notes that read, “Is what I’m doing RIGHT NOW consistent with my brand?” This will keep you accountable. And if you’re ever not sure if the answer is yes, well, consider that a hint.
3. REINFORCE Brand Moments: any time you do or say something consistent with your brand’s values, tell people. For example, if you email a prospect and say, “Well, my consulting fees are available on my website,” don’t forget to punctuate that sentence with, “…because that’s the way I do business,” or “…because that’s what clients have come to expect of me.” They’ll appreciate your integrity. And people respond to policies.
ONE FINAL NOTE: don’t seek to achieve 100% predictability. There’s nothing wrong with throwing a few curve balls here and there.
Just remember, consistency is CRUCIAL to successful branding. Because consistency is far better than rare moments of greatness.
And…
Consistency leads to familiarity.Familiarity leads to predictability.And predictability leads to trust.
To confirm their suspicions about the value you deliver and the values you stand for.
It ALSO means you need to be (somewhat) predicable:
1. In person.2. Via email.3. On the phone. 4. Throughout your marketing efforts.
Be (somewhat) predictable.
Disney calls this “staying in character.” (After all, their employees ARE called “cast members!”)
AND HERE’S THE THING: you’re not that different!
OK, maybe you wear a little less makeup. But the distinction is, instead of playing the role of Snow White, you’re playing the role of YOU.
SO, THE CHALLENGE IS: how do you become (somewhat) predictable?
Here’s a list of three ways to maintain brand consistency:
1. RECORD Brand Moments. Keep a log of your branding “moments of truth.” For example, write down any time a customer says, “I figured you would do that!” or “It doesn’t surprise me to see your company…” or “That’s exactly what I expected your website to say!” After all, what people remember about you is what you are.
2. REMIND Brand Moments: in your office, post a bunch of sticky notes that read, “Is what I’m doing RIGHT NOW consistent with my brand?” This will keep you accountable. And if you’re ever not sure if the answer is yes, well, consider that a hint.
3. REINFORCE Brand Moments: any time you do or say something consistent with your brand’s values, tell people. For example, if you email a prospect and say, “Well, my consulting fees are available on my website,” don’t forget to punctuate that sentence with, “…because that’s the way I do business,” or “…because that’s what clients have come to expect of me.” They’ll appreciate your integrity. And people respond to policies.
ONE FINAL NOTE: don’t seek to achieve 100% predictability. There’s nothing wrong with throwing a few curve balls here and there.
Just remember, consistency is CRUCIAL to successful branding. Because consistency is far better than rare moments of greatness.
And…
Consistency leads to familiarity.Familiarity leads to predictability.And predictability leads to trust.
Shtick Only Goes So Far
I loathe the word “shtick.”
So, I did some research to figure out what it really means. And I discovered two facts:
1. The word shtick is defined as “A characteristic attribute, talent, gimmick or trait that is helpful in securing recognition or attention.”
2. The word shtick is derived from the Yiddish term shtik, which means “piece or routine.”
Your “thing.” Your “hook.”
Your shtick.
Now, does that mean shtick is bad?
Not necessarily.
See, it’s not that shtick is bad. It just…
Shtick isn’t enough. Shtick needs substance.Shtick doesn’t sustain you.Shtick only sells temporarily.
Sure, shtick is catchy and cool and clever and fun and different.
But in business, that will only carry you so far.
Sure, shtick might get you in the door.
But in marketing, that doesn’t guarantee you’ll stay in the room.
Only VALUE and SUBSTANCE can do that.
Take it from a guy who made a career out of wearing a nametag 24-7 for the past 2,380 days.
Sure, it’s SHTICK-Y, but only substance has made my career STICK-Y.
Sort of like comparing Dum-Dum Pops and Tootsie Pops.
Both are delicious. Both are popular.
But only one has SUBSTANCE. (Ahem, Mr. Tootsie.)
Which isn’t to say that Dum-Dums are bad. People love Dum-Dums!
But in business, you CAN’T just be all sugar.
Customers want value.Customers want substance.Customers want to take a few licks and then discover your Tootsie center.
So, I did some research to figure out what it really means. And I discovered two facts:
1. The word shtick is defined as “A characteristic attribute, talent, gimmick or trait that is helpful in securing recognition or attention.”
2. The word shtick is derived from the Yiddish term shtik, which means “piece or routine.”
Your “thing.” Your “hook.”
Your shtick.
Now, does that mean shtick is bad?
Not necessarily.
See, it’s not that shtick is bad. It just…
Shtick isn’t enough. Shtick needs substance.Shtick doesn’t sustain you.Shtick only sells temporarily.
Sure, shtick is catchy and cool and clever and fun and different.
But in business, that will only carry you so far.
Sure, shtick might get you in the door.
But in marketing, that doesn’t guarantee you’ll stay in the room.
Only VALUE and SUBSTANCE can do that.
Take it from a guy who made a career out of wearing a nametag 24-7 for the past 2,380 days.
Sure, it’s SHTICK-Y, but only substance has made my career STICK-Y.
Sort of like comparing Dum-Dum Pops and Tootsie Pops.
Both are delicious. Both are popular.
But only one has SUBSTANCE. (Ahem, Mr. Tootsie.)
Which isn’t to say that Dum-Dums are bad. People love Dum-Dums!
But in business, you CAN’T just be all sugar.
Customers want value.Customers want substance.Customers want to take a few licks and then discover your Tootsie center.
Are You Good, Great Or Awesome?
Are you good, great or awesome?
One of the early lessons I learned about speaking (and business as a whole) was from Lou Heckler.
Man, talk about a great last name for a humorist, huh?
Anyway, here’s what Lou told me in 2003. I never forgot it:
There are three kinds of speakers in the world.
First, there’s a GOOD speaker. After he’s done with his talk, audience members come up to him, shake his hand and say, “Good speech. Thanks a lot!”
Then, there’s a GREAT speaker. After he’s done with his talk, audience members come up to him, shake is hand and say, “Great speech! That story about that guy you met on the bus really hit a nerve. Thanks a lot!”
Then, there’s an AWESOME speaker. After he’s done with his talk, audience members come up to him; but instead of shaking his hand, they give him a business card and say, “I want you to do that for my company.”
Wow.
And this isn’t just about giving speeches, either.
This is about value.
This is about perception.
FOR EXAMPLE: a prospect comes to your website. He has a look around. And then he emails you with one of the following responses:
1. Dear You: I just stumbled across your site, and I’ve got to say – it’s really good. Thanks a lot. Sincerely, Mike.
2. Dear You: I just stumbled across your site, and I’ve got to say – it’s really great! Love those articles and video testimonials! Sincerely, Mike.
3. Dear You: I just stumbled across your site, and I want to hire you. Call me this afternoon. Sincerely, Mike.
Which email would you want?
THE BOTTOM LINE: this is about excelling at doing what you do … particularly in front of people who can buy from you NOW.
Good. Great. Awesome.
One of the early lessons I learned about speaking (and business as a whole) was from Lou Heckler.
Man, talk about a great last name for a humorist, huh?
Anyway, here’s what Lou told me in 2003. I never forgot it:
There are three kinds of speakers in the world.
First, there’s a GOOD speaker. After he’s done with his talk, audience members come up to him, shake his hand and say, “Good speech. Thanks a lot!”
Then, there’s a GREAT speaker. After he’s done with his talk, audience members come up to him, shake is hand and say, “Great speech! That story about that guy you met on the bus really hit a nerve. Thanks a lot!”
Then, there’s an AWESOME speaker. After he’s done with his talk, audience members come up to him; but instead of shaking his hand, they give him a business card and say, “I want you to do that for my company.”
Wow.
And this isn’t just about giving speeches, either.
This is about value.
This is about perception.
FOR EXAMPLE: a prospect comes to your website. He has a look around. And then he emails you with one of the following responses:
1. Dear You: I just stumbled across your site, and I’ve got to say – it’s really good. Thanks a lot. Sincerely, Mike.
2. Dear You: I just stumbled across your site, and I’ve got to say – it’s really great! Love those articles and video testimonials! Sincerely, Mike.
3. Dear You: I just stumbled across your site, and I want to hire you. Call me this afternoon. Sincerely, Mike.
Which email would you want?
THE BOTTOM LINE: this is about excelling at doing what you do … particularly in front of people who can buy from you NOW.
Good. Great. Awesome.
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