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The Fascinating thing about a Hogshead

5 Mar 2010

Weird title?

One of the speakers at The Art Of Marketing conference, in Toronto, this past Tuesday, was Sally Hogshead. Her presentation was brilliant and amazingly executed. She’s one of those presenters who can keep the audience actively engaged, and she did it in one of the most unique ways I’ve ever seen – she offered shots of Jägermeister.

Photos by Sheila Goldgrab, www.leadership-gold.com

Sally was looking for “Jägermeister virgins.” Those are people who have never tasted the cult classic better known as “Jager”. Sally’s goal wasn’t to get the audience all ‘liquor’ed’ up in the hope that we might enjoy her presentation more, instead she was proving a point. Jägermeister is a brand that sells close to a 100 million bottles a year and most people don’t like it. In fact, most people despise the taste of Jäger.

Since none of us like it, why the heck are we buying and drinking it at such an alarming rate? The reason we drink it is we’re fascinated by it – hence the title of Sally’s new book “Fascinate.” (which I plan to read as soon as I can)

I can remember the rumors from back in High School, (all of which Sally mentioned) in ”It’s made of Elk’s Blood,” “It’s got drugs in it,” etc. All of which are false by the way.

The real truth here is that this is the primary reason we continue to consume massive amounts of this stuff. Even though it tastes bad, we’re fascinated by it, and there is a trigger of fascination in play that’s influencing our decisions.

Sally says there are seven Triggers that are used to fascinate us and trigger a response or desired action from us, like buying something; Ta-da.

The seven triggers are:

Mystique – Jägger is made of Elk’s blood and contains hallucinogens – McDonald’s Secret Sauce – The KFC Secret Recipe – That’s mystique.
Power – We’re fascinated and influenced by people of power and control. Power is the ability to motivate but also create fear. To me, power is seen in the people and leaders who challenge the status quo. They rise up and say, “wait a minute, why do that when you could be doing this?” Everyone else is doing “that.” It’s the top film critic who motivates us to go see this movie over another. That is power.
Lust – The seduction of pleasure! I want that now! The giant big mac on the billboard, as the perfect hamburger, is almost irresistible and we can taste it. The dipping of strawberries into oozing milk chocolate. That’s lust.
Alarm – “Only 20 copies left……Order now” “You’ve got to call in the next 90 minutes if you want all 743 knives for only three easy payments of $19.95.” That’s alarm.
Trust – Sally gave the example of Toyota for trust. Trust is the hardest trigger to use properly. The entire brand of Toyota for over 100 years was built using trust. Trust of quality, trust of safety, trust they were doing things right. Now it’s broken. That “was” trust.
Vice – Sally mentioned the story of Tiger and the temptation of the forbidden fruit. He was obviously fascinated enough that he grabbed it, multiple times. We’re tempted by the vice trigger constantly, and that’s the reason we’re so fascinated by the Tiger saga. That’s vice.
Prestige - Think of expensive watches or fine champagne like Dom Perignon. Of course, it’s not just expensive and luxury items to create prestige. It’s also present when Lance Armstrong wins another race , or when Visa runs comeback story ads during the Olympics. Success – the finish line – the accomplishment. That’s prestige.

Everyone of us naturally use these triggers within our personalities. Sally has provided a test you can take to see which triggers you naturally use to trigger fascination. Take the “F-Test” now.

Thanks Sally for a great presentation!

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When Uncool Becomes Cool Then Uncool Again

In: Books

4 Mar 2010

I finished another book from the 100 Best Business Book Challenge.

Yesterday, I finished The Tipping Point by Malcolm Gladwell. I promised myself, after reading Outliers and What The Dog Saw, that I would take a very long and extended Malcolm Gladwell break. Then this book came up and I had the opportunity to knock it out.

I’ve decided that my reviews should be short and to the point, since I’m already five years late to the Tipping Point party. So here’s a quick understanding of the Tipping Point.

I call this review “When Uncool Becomes Cool Then Uncool Again” Or maybe it should be – “When cool becomes uncool then cool and back to uncool” I don’t know. It doesn’t matter.

Malcom wants to give us the “WHY” reason things became insanely popular, or why suddenly crime in New York City, that was increasing dramatically every year for over 20 years, suddenly just dropped.

The bad people in New York didn’t just wake up one day and decide to start behaving themselves.

Remember when Crocs were kinda cool, or maybe they weren’t really at all. I had a pair and still do. Then they hit the tipping point and suddenly everyone owned some.

Not cool anymore. When George starts wearing them, we’ve tipped.

Malcom says that ideas, products, marketing campaigns, etc. spread just like the flu. He calls it a social epidemic when something takes off and hits the tipping point.

I sneeze on you. You sneeze on twenty people. They sneeze on 100 people. Those 100 people sneeze on 5000. They sneeze on 50,000 and then we’re all sick, laying in bed and ticked off.

Malcolm states three rules of a social epidemics.

The Law of the Few - These are the people who spread the disease. There are certain types of people who can spread diseases but not everyone can. In fact, Gladwell says epidemics start because there are three certain types of people.

See if you can figure out who these people are within your group of friends…..

1. Connectors – Your overly social friend who knows everyone. Everyone has that one friend that seems to be able to bring everyone together on Friday night for a great time. He or she is the connector type of personality. If he started wearing Crocs, you started to consider it…But you wouldn’t have before.

He’s the friend who, somehow or another, also knows everyone at the bar. He’s your friend with 1200 friends on Facebook.

2. Mavens – This is your friend who knows everything. He has knowledge on every subject and is willing to share it whether you need it or not. Want the best price on a pizza? The best place to order shoes online or find the cheapest shipping, this is your maven.

The thing about Mavens is, even if you don’t ask for this information, he is going to share it.

3. Salesman – The friend who makes you jump. The persuader. The peer pressure friend….. He/She has the ability and personality to convince you to wear those giant rubber clogs and, therefore, you do.

The Stickiness Factor

Great marketers have figured out how to make messages stick.
It’s all about finding the sticky element. When Sesame Street was first starting, all the professionals told the creators that they had to separate fact from fiction. Big Bird couldn’t be seen having conversations with real humans because this would be too confusing for most children.

When they tested the format, it flopped. They decided to go against all the professionals and mix the elements that became Sesame Street.

I don’t think we’re too messed up because of it, do you?

The Power of Context

The Power of Context is really interesting. This law states that we’re heavily influenced by our environment.

Crime dropped dramatically in New York when they simply started cleaning stuff up.

OK…. I’ve had enough.

I’m cutting this post short because, quite frankly, I’m five years late and there are 10 billion reviews of this book online already. Read it if you want

Final Takeaways

It was a decent read. I’m not sure I totally agree with everything Malcom is saying, but it will certainly make me think about things just a bit differently.

When looking to spread your message, look for the three types of people I listed above. Don’t waste your time on anyone else. These are your disease infectors.

Change is possible. Your message just might not be sticky enough though. Look for subtle ways to make it stick. This might require meticulous testing and going against what the professionals say. Test, Test, Test.!

Surroundings Matter. Check out the Broken Window Theory.

Sometimes the things we think are very unexplainable are actually quite easily explained. We could just be assuming the wrong explanation.

And don’t forget, cool becomes uncool, but can always become cool again. It just needs to tip.

An example of something this is building momentum and moving toward the tipping point: Vibram Five Fingers!

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Washroom for Customers Only

In: Fun Stuff| Life| ideas

3 Mar 2010

So I was walking the streets of Toronto the other day and something happened which got me to thinking…

Here’s the story:

I had just finished off my second Venti Bold Sumatra from Starbucks and was in desperate need of a washroom. I had to go bad.

I found another coffee shop, which I won’t name, but it rhymes with “Jim Morton’s”

I rushed to the washroom, only to find it locked. I looked up to see that all too familiar sign.

The sign read, “Washroom for Customers Only – Key Required”

As I approached the counter, eager to get the “required key” to gain entry into the Men’s washroom, the girl at the counter did her best to totally ignore me. Why -because I wasn’t buying anything? In her eyes I was not a customer and, therefore, wouldn’t be allowed to use the washroom.

The washroom was for customers only.

I used the washroom anyway. While I was waiting for a few nanoseconds of attention from the girl at the counter, someone was exiting the washroom and I seized the opportunity. I was able to catch my foot in the door before it shut. No key required.

Here’s the problem…

I felt a lot better after relieving myself, but something really bothered me about the situation.

I’m a Jim Morton’s customer. I’ve given Jim thousands and thousands of dollars during my 29 years on this planet. I simply wasn’t a customer on that specific day.

I’m a Subway customer too, but on various occasions, I don’t need another $5 dollar footlong (meatball), I just need the washroom.

Does the lack of purchase at this specific moment disqualify me as a customer?

If so, why should I ever return? You expect my patronage and I expect you to be there for me when my bladder might explode.

But you weren’t there for me. The deal is broken or maybe it never existed to begin with.

My proposal – The Customer Loyalty Washroom Pass

Each time I’m a customer, I get a point, which gets automatically updated in an on-line database.

You give me a little gadget, which I attach to my keychain, and it allows me to access any washroom at any Jim Morton’s anywhere, at any time, no questions asked. Provided of course, I have enough points. If not, tough luck for me, I need to buy something.

On any specific day, if I buy a coffee, and use the washroom during that visit, we’re even. If I come in and purchase a coffee, but don’t use the washroom, I get a point for a future visit to the washroom.

If I use the drive-thru, I’m owed one trip to the washroom without purchase.

I think this could work…

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The Art of Giving Gifts

In: Events| linchpin

2 Mar 2010

Today I attended the Art of Marketing conference in Toronto with my father-in-law.

I truly enjoyed the conference and it exceeded all of my expectations.

But there was something about the conference that made the day just a little extra special for me. During the conference I was given a totally unexpected gift…

A gift that nearly took me out of my seat.

A gift that will stick with me forever.

A gift that told me I’m on the right track (or getting closer to it), while my lizard brain is trying to tell me otherwise.

A gift that reminded me that I have gifts to give as well.

A gift that reminded me just how powerful a small gesture or act of kindness can be.

I’m not talking about a gift where some form of reciprocation was expected. That isn’t really a gift, that’s a transaction. Many people give gifts with the expectation of receiving something in return. That’s a business deal.

Real gifts expect nothing in return.

Seth Godin

I wanted to share a little quote about gifts from my favorite author, and world-renowned marketer, Seth Godin, who I was fortunate enough to hear speak at today’s conference.

“When done properly, gifts work like nothing else. A gift gladly accepted changes everything. The imbalance creates motion, motion that pushes us to a new equilibrium, motion that creates connection.

The key is that the gift must be freely and gladly accepted. Sending someone a gift over the transom isn’t a gift, it’s marketing. Gifts have to be truly given, not given in anticipation of a repayment. True gifts are part of being in a community (willingly paying taxes for a school you will never again send your grown kids to) and part of being an artist (because the giving motivates you to do ever better work).

Plus, giving a gift feels good.“

He wasn’t kidding. I gladly accepted the gift, but more importantly, the gift changes everything. The gift increased the motion that Seth mentioned above. The imbalance was already there, and the ball was slowly rolling, but now it’s got momentum.

Don’t ever forget how much impact a small gift can have.

Please take a minute and read Seth’s entire post on gifts.

Thanks Seth….