Thursday, October 01, 2009

The 12 Rules of Survival

This is a copy of the 12 Rules of Survival by Laurence Gonzales which may be found at: http://www.deepsurvival.com/. There are many parallels - please share any that come to mind.


1. Perceive and Believe

Don't fall into the deadly trap of denial or of immobilizing fear. Admit it: You're really in trouble and you're going to have to get yourself out.

Many people who in the World Trade Center on September 11, 2001, died simply because they told themselves that everything was going to be all right. Others panicked. Panic doesn't necessarily mean screaming and running around. Often it means simply doing nothing. Survivors don't candy-coat the truth, but they also don't give in to hopelessness in the face of it.

Survivors see opportunity, even good, in their situation, however grim. After the ordeal is over, people may be surprised to hear them say it was the best thing that ever happened to them. Viktor Frankl, who spent three years in Auschwitz and other Nazi concentration camps, describes comforting a woman who was dying. She told him, “I am grateful that fate has hit me so hard. In m former life I was spoiled and did not take spiritual accomplishments seriously.”

The phases of the survival journey roughly parallel the five stages of death once described by Elizabeth Kubler Ross in her book On Death and Dying: Denial, anger, bargaining, depression, and acceptance. In dire circumstances, a survivor moves through those stages rapidly to acceptance of his situation, then resolves to do something to save himself. Survival depends on telling yourself, “Okay, I'm here. This is really happening. Now I'm going to do the next right thing to get myself out.” Whether you succeed or not ultimately becomes irrelevant. It is in acting well–even suffering well–that you give meaning to whatever life you have to live.

2. Stay Calm – Use Your Anger

In the initial crisis, survivors are not ruled by fear; instead, they make use of it. Their fear often feels like (and turns into) anger, which motivates them and makes them feel sharper. Aron Ralston, the hiker who had to cut off his hand to free himself from a stone that had trapped him in a slot canyon in Utah, initially panicked and began slamming himself over and over against the boulder that had caught his hand. But very quickly, he stopped himself, did some deep breathing, and began thinking about his options. He eventually spent five days progressing through the stages necessary to convince him of what decisive action he had to take to save his own life.

When Lance Armstrong, six-time winner of the Tour de France, awoke from brain surgery for his cancer, he first felt gratitude. “But then I felt a second wave, of anger... I was alive, and I was mad.” When friends asked him how he was doing, he responded, “I'm doing great... I like it like this. I like the odds stacked against me... I don’t know any other way.” That's survivor thinking.

Survivors also manage pain well. As a bike racer, Armstrong had had long training in enduring pain, even learning to love it. James Stockdale, a fighter pilot who was shot down in Vietnam and spent eight years in the Hanoi Hilton, as his prison camp was known, advised those who would learn to survive: “One should include a course of familiarization with pain. You have to practice hurting. There is no question about it.”

3. Think, Analyze, and Plan

Survivors quickly organize, set up routines, and institute discipline.

When Lance Armstrong was diagnosed with cancer, he organized his fight against it the way he would organize his training for a race. He read everything he could about it, put himself on a training schedule, and put together a team from among friends, family, and doctors to support his efforts. Such conscious, organized effort in the face of grave danger requires a split between reason and emotion in which reason gives direction and emotion provides the power source. Survivors often report experiencing reason as an audible “voice.”

Steve Callahan, a sailor and boat designer, was rammed by a whale and sunk while on a solo voyage in 1982. Adrift in the Atlantic for 76 days in a five-and-a-half-foot raft, he experienced his survival voyage as taking place under the command of a “captain,” who gave him his orders and kept him on his water ration, even as his own mutinous (emotional) spirit complained. His captain routinely lectured “the crew.” Thus under strict control, he was able to push away thoughts that his situation was hopeless and take the necessary first steps of the survival journey: to think clearly, analyze his situation, and formulate a plan.

4. Take Correct, Decisive Action

Survivors are willing to take risks to save themselves and others. But they are simultaneously bold and cautious in what they will do. Lauren Elder was the only survivor of a light plane crash in high sierra. Stranded on a peak above 12,000 feet, one arm broken, she could see the San Joaquin Valley in California below, but a vast wilderness and sheer and icy cliffs separated her from it. Wearing a wrap-around skirt and blouse, with two-inch heeled boots and not even wearing underwear, she crawled “on all fours, doing a kind of sideways spiderwalk,” as she put it later, “balancing myself on the ice crust, punching through it with my hands and feet.”

She had 36 hours of climbing ahead of her–a seemingly impossible task. But Elder allowed herself to think only as far as the next big rock. Survivors break down large jobs into small, manageable tasks. They set attainable goals and develop short-term plans to reach them. They are meticulous about doing those tasks well. Elder tested each hold before moving forward and stopped frequently to rest. They make very few mistakes. They handle what is within their power to deal with from moment to moment, hour to hour, day to day.

5. Celebrate your success

Survivors take great joy from even their smallest successes. This helps keep motivation high and prevents a lethal plunge into hopelessness. It also provides relief from the unspeakable strain of a life-threatening situation. Elder said that once she had completed her descent of the first pitch, she looked up at the impossibly steep slope and thought, “Look what you've done...Exhilarated, I gave a whoop that echoed down the silent pass.” Even with a broken arm, joy was Elder's constant companion. A good survivor always tells herself: count your blessings–you're alive. Viktor Frankl wrote of how he felt at times in Auschwitz: “How content we were; happy in spite of everything.”

6. Be a Rescuer, Not a Victim

Survivors are always doing what they do for someone else, even if that someone is thousands of miles away. There are numerous strategies for doing this. When Antoine Saint-Exupery was stranded in the Lybian desert after his mail plane suffered an engine failure, he thought of how his wife would suffer if he gave up and didn't return. Yossi Ghinsberg, a young Israeli hiker, was lost in the Bolivian jungle for more than two weeks after becoming separated from his friends. He hallucinated a beautiful companion with whom he slept each night as he traveled. Everything he did, he did for her. People cannot survive for themselves alone; their must be a higher motive.

Viktor Frankl put it this way: “Don't aim at success–the more you aim at it and make it a target, the more you are going to miss it.” He suggests taking it as “the unintended side-effect of one's personal dedication to a cause greater than oneself or as the by-product of one's surrender to a person other than oneself.”

7. Enjoy the Survival Journey

It may seem counterintuitive, but even in the worst circumstances, survivors find something to enjoy, some way to play and laugh. Survival can be tedious, and waiting itself is an art. Elder found herself laughing out loud when she started to worry that someone might see up her skirt as she climbed. Even as Callahan's boat was sinking, he stopped to laugh at himself as he clutched a knife in his teeth like a pirate while trying to get into his life raft. And Viktor Frankl ordered some of his companions in Auschwitz who were threatening to give up hope to force themselves to think of one funny thing each day.

Survivors also use the intellect to stimulate, calm, and entertain the mind. While moving across a near-vertical cliff face in Peru, Joe Simpson developed a rhythmic pattern of placing his ax, plunging his other arm into the snow face, and then making a frightening little hop with his good leg. “I meticulously repeated the pattern,” he wrote later. “I began to feel detached from everything around me.”

Singing, playing mind games, reciting poetry, counting anything, and doing mathematical problems in your head can make waiting possible and even pleasant, even while heightening perception and quieting fear. Stockdale wrote, “The person who came into this experiment with reams of already memorized poetry was the bearer of great gifts.”

When Lance Armstrong was undergoing horrible chemotherapy, his mantra became his blood count: “Those numbers became the highlight of each day; they were my motivation... I would concentrate on that number, as if I could make the counts by mentally willing it.”

Lost in the Bolivian jungle, Yossi Ghinsberg reported, “When I found myself feeling hopeless, I whispered my mantra, ‘Man of action, man of action.’ I don't know where I had gotten the phrase... I repeated it over and over: A man of action does whatever he must, isn't afraid, and doesn't worry.”

Survivors engage their crisis almost as an athlete engages a sport. They cling to talismans. They discover the sense of flow of the expert performer, the “zone” in which emotion and thought balance each other in producing fluid action. A playful approach to a critical situation also leads to invention, and invention may lead to a new technique, strategy, or design that could save you.

8. See the Beauty

Survivors are attuned to the wonder of their world, especially in the face of mortal danger. The appreciation of beauty, the feeling of awe, opens the senses to the environment. (When you see something beautiful, your pupils actually dilate.) Debbie Kiley and four others were adrift in the Atlantic after their boat sank in a hurricane in 1982. They had no supplies, no water, and would die without rescue. Two of the crew members drank sea water and went mad. When one of them jumped overboard and was being eaten by sharks directly under their dinghy, Kiley felt as if she, too, were going mad, and told herself, “Focus on the sky, on the beauty there.”

When Saint-Exupery's plane went down in the Lybian Desert, he was certain that he was doomed, but he carried on in this spirit: “Here we are, condemned to death, and still the certainty of dying cannot compare with the pleasure I am feeling. The joy I take from this half an orange which I am holding in my hand is one of the greatest joys I have ever known.” At no time did he stop to bemoan his fate, or if he did, it was only to laugh at himself.

9. Believe That You Will Succeed

It is at this point, following what I call “the vision,” that the survivor's will to live becomes firmly fixed. Fear of dying falls away, and a new strength fills them with the power to go on. “During the final two days of my entrapment,” Ralston recalled, “I felt an increasing reserve of energy, even though I had run out of food and water.” Elder said, “I felt rested and filled with a peculiar energy.” And: “It was as if I had been granted an unlimited supply of energy.”

10. Surrender

Yes you might die. In fact, you wil die–we all do. But perhaps it doesn't have to be today. Don't let it worry you. Forget about rescue. Everything you need is inside you already. Dougal Robertson, a sailor who was cast away at sea for thirty-eight days after his boat sank, advised thinking of survival this way: “Rescue will come as a welcome interruption of... the survival voyage.” One survival psychologist calls that “resignation without giving up. It is survival by surrender.”

Simpson reported, “I would probably die out there amid those boulders. The thought didn't alarm me... the horror of dying no longer affected me.” The Tao Te Ching explains how this surrender leads to survival:

The rhinoceros has no place to jab its horn,

The tiger has no place to fasten its claws,

Weapons have no place to admit their blades.

Now,

What is the reason for this?

Because on him there are no mortal spots.

11. Do Whatever Is Necessary

Elder down-climbed vertical ice and rock faces with no experience and no equipment. In the black of night, Callahan dove into the flooded saloon of his sinking boat, at once risking and saving his life. Aron Ralston cut off his own arm to free himself. A cancer patient allows herself to be nearly killed by chemotherapy in order to live.

Survivors have a reason to live and are willing to bet everything on themselves. They have what psychologists call meta-knowledge: They know their abilities and do not over–or underestimate them. They believe that anything is possible and act accordingly.

12. Never Give Up

When Apollo 13's oxygen tank exploded, apparently dooming the crew, Commander Jim Lovell chose to keep on transmitting whatever data he could back to mission control, even as they burned up on re-entry. Simpson, Elder, Callahan, Kiley, Stockdale, Ghinsberg–were all equally determined and knew this final truth: If you're still alive, there is always one more thing that you can do.

Survivors are not easily discouraged by setbacks. They accept that the environment is constantly changing and know that they must adapt. When they fall, they pick themselves up and start the entire process over again, breaking it down into manageable bits.

Survivors always have a clear reason for going on. They keep their spirits up by developing an alternate world, created from rich memories, into which they can escape. They see opportunity in adversity. In the aftermath, survivors learn from and are grateful for the experiences that they've had. As Elder told me once, “I wouldn't trade that experience for anything. And sometimes I even miss it. I miss the clarity of knowing exactly what you have to do next.”

Those who would survive the hazards of our world, whether at play or in business or at war, through illness or financial calamity, will do so through a journey of transformation. But that transcendent state doesn't miraculously appear when it is needed. It wells up from a lifetime of experiences, attitudes, and practices form one's personality, a core from which the necessary strength is drawn. A survival experience is an incomparable gift: It will tell you who you really are.

Friday, February 27, 2009

By the Numbers: Movement in the US and Print Media

Over the next few posts I will examine social movement in the US, how we deal with change and the impact to our marketing efforts. 

  • The average American moves 11.7 times in their lifetime.1
  • 12 million people move each year – 50% move more than 50 miles (6 million people). 2
  • 4 million young adults begin college each year. 3
  • 1.9 million trips were taken in 2005 (the latest data). The top 3 activities were Dining, shopping and entertainment. 4

How will you reach your demographic?  Let’s look at some channels starting with print.  Newspapers are going out of business at an ever increasing rate.  Here are some that have gone out of business recently5:

  • Rocky Mountain News
  • Baltimore Examiner
  • Kentucky Post
  • Cincinnati Post
  • King County Journal
  • Union City Register-Tribune
  • Capital Times
  • Halifax Daily News
  • Albuquerque Tribune
  • South Idaho Press
  • San Juan Star

It used to be that when you moved to a new area you subscribed to the local paper.  You wanted to get plugged in - local news, sports, sale information and an entertainment guide.  This was the perfect way to reach folks new to the area.  When we moved to our town I subscribed to one of the 3 regional papers plus we received 3 free weekly papers.  In the last year 2 of the weekly papers folded and the last one has become a sales flyer so I throw it away.   Even Google ended it’s newspaper advertising - http://google-tmads.blogspot.com/2009/01/turning-page-on-print-ads.html.

I no longer subscribe to the regional newspaper.  It doesn't cover topics I'm interested in, the news cycles are much faster than they can reasonable handle and I don’t have time to read it.  Usually the papers would pile up in the corner, it might become an art project or I’d recycle it.   I never looked at the ads because they were usually black and white and blended into a wall of words. 

My wife owns a dance studio - JerseyCityDanceAcademy.com.  We used to advertise in the local paper but stopped because readership is down and the ROI is negative.  We used the large regional paper once – but the VERY expensive tiny ad was lost in a sea of paper so no one saw it and we could not target specific areas.  The regional paper is better for broad strokes.  If we had the budget and they could reach our market we could have used:

  • a bigger ad
  • color
  • multiple ads in the same paper
  • a series of ads over a few days/weeks  

College papers are an option but most companies don’t take advantage of that outlet.  In addition, I haven’t found a single source for all college newspapers and their contact information. Wikipedia's list -

USA - List_of_student_newspapers_in_the_United_States_of_America

Canada - List_of_student_newspapers_in_Canada

I sometimes get USA Today when it is delivered to my hotel room.  Unfortunately, local coverage is non-existent. 

The downside of newspapers are:

  • Ad cost and ROI due to declining readership
  • PR can be missed by travelers, students and new movers 
  • Travelers usually don't get the local paper so miss local and regional events
  • Students live in a psychosocial moratorium so are more likely to stay on campus and ignore local and regional news, events and activities.  

Magazines are ceasing publication at a rate of about 1.4 a day.  In 2007, 525 magazines closed shop.5  

I still subscribe to a few magazines and read them from cover to cover + I visit their websites for additional information.  But their information is faster and easier to consume online.  I don’t advertise in them because the cost is just too high for my limited budget.   

The downside of newspapers are:

  • Are very specialized and charge a permium for that target market - Ad cost can be very high
  • Travelers, students and new movers will not see items in a local or regiaonal publication unless they pick it up at the checkout line in the grocery store.
  • Students live in a psychosocial moratorium so are more likely to stay on campus and ignore local and regional news, events and activities.  

The printed word needs a new revenue model and delivery method.  Newspapers still has a place for some but I won't be spending my limited budget on this channel.  What do I do to reach all these new bodies?  My next post in this series will focus on the adaptation process to new social situations and what marketers can do to help consumers adapt faster. 

Sources:

  1. US Census - http://www.census.gov/population/www/pop-profile/geomob.html
  2. US Census mobility Study - http://www.census.gov/population/www/socdemo/migrate/cps2007.html
  3. US Department of Education - http://nces.ed.gov/fastFacts/display.asp?id=98  , National Center for Education Statistics. (2008). Digest of Education Statistics, 2007 (NCES 2008-022),Table 179.
  4. US Travel Association - http://www.tia.org/researchpubs/us_overview_volumes_trends.html
  5. MediaFinder.com

Wednesday, February 25, 2009

April Events

  • 2nd and 3rd(Thursday - Friday)- The Mets will also play two exhibition games versus the Boston Red Sox
  • 3rd (Friday) - the Chicago Cubs will visit New Yankee Stadium to play the Yanks in an exhibition game.
  • 4-6 (Saturday - Monday)- NCAA Basketball Final Four will be held at Ford Field in Detroit 
  • 5th (Sunday)- Defending 2008 World Series Champs Philadelphia Phillies open the MLB 2009 season versus the Atlanta Braves on Opening Night. 
  • 5th (Sunday)- Wrestlemania 25 will take place at Reliant Stadium in Houston, Texas
  • 5th (Sunday)- Honda Grand Prix of St. Petersburg
  • 5th (Sunday)- Texas Samsung 500
  • 6th (Monday)- MLB Opening day
  • 8th (Wednesday)- The NHL Regular Season ends
  • 9th - 12th (Thursday - Sunday)- 2009 Masters Golf Tournament Augusta, GA
  • 13th (Monday)- New York Mets will open Citi Field for regular season baseball on with a game versus the San Diego Padres. 
  • 16th (Thursday)- New Yankee Stadium will officially open for regular season Yankees baseball - Yankees face Cleveland. 
  • 17-19 (Friday - Sunday)- The 2009 Coachella Valley Music and Arts Festival will be held at Indio, California and features Paul McCartney, Leonard Cohen, The Killers, Amy Winehouse, Franz Ferdinand, The Cure and My Bloody Valentine.
  • 18th (Saturday)- Ultimate Fighting Championship visits Montreal
  • 18th (Saturday)- Phoenix Subway 500
  • 19th (Sunday) - Toyota Grand Prix of Long Beach 
  • 25th & 26th (Saturday & Sunday)- Stagecoach 2009 features Kenny Chesney, Brad Paisley, Reba, Kid Rock and others at the Empire Polo Club in Indio, California. 
  • 25th (Saturday)- Talladega Aaron's 499
  • Broadway highlights in April include The Philanthropist starring Matthew Broderick, 9 to 5: The Musical, Waiting for Gogot starring Nathan Hale and the Broadway debut of the off-Broadway hit Rock of Ages. April also features two separate touring versions of the Broadway-smash Wicked with stops and extended dates planned for Birmingham, Jacksonville, Portland, Salt Lake City and San Francisco.

Tuesday, February 24, 2009

Major Events for 2009

Here is just a highlight for 2009. Sign-0p at Kangalope.com for more as we continue to improve the tool.

March 2009
1st Las Vegas 400
5th World Baseball Classic Round 1 Begins
8th Atlanta Kobalt 500
12th-15th 2009 ACC NCAA Tournament
17th NCAA Men's Tournament Begins
22nd Bristol Food City 500
23rd World Baseball Classic Championship Game, Dodger Stadium, LA
29th Martinsville Goody's 500

April 2009
4th-6th 2009 NCAA Final Four Tournament Ford Field Detorit
5th MLB Opening Night, Atlanta at Philadelphia
5th Wrestlemania 25 Houston Reliant Stadium
5th Texas Samsung 500
5th Honda Grand Prix of St. Petersburg
6th 2009 MLB Opening Day
9th-12th 2009 Masters Golf Tournament Augusta, GA
13th 1st Official Game at Met's CitiField
16th 1st Official Game at New Yankee Stadium
18th Phoenix Subway 500
19th-19th Toyota Grand Prix of Long Beach
26th Talladega Aaron's 499

May 2009
2nd Crown Royal 400
2nd 2009 Kentucky Derby
9th Darlington Dodge Avenger 500
16th-16th Sprint All Star Challenge
24th Indianapolis 500
24th Coca Cola 600
31st Dover Best Buy 400
31st ABC Supply / A.J. Foyt Indy 225

June 2009
6th Bombardier Learjet 550
7th Pocono 500
14th Michigan Lifelock 400
18th-21st 2009 U.S. Open Golf Tournament Bethpage Black Golf Club - Farmingdale, New York
21st British Grand Prix
21st Toyota Savemart 350
28th New Hampshire Lenox Tools 301

July 2009
4th Daytona Coke Zero 400
5th Wimbeldon
11th Chicagoland 400
12th Honda Indy Toronto
14th 80th MLB All-Star Game Busch Stadium St. Louis
26th Allstate Brickyard 400

August 2009
1st Meijer Indy 300
2nd Pocono Pennsylvania 500
16th 3M Performance Michigan 400
22nd Bristol Sharpie 500
29th Peak Antifreeze Indy 300

September 2009
US Open Tennis Finals
NFL Kickoff Weekend
6th Detroit Grand Prix
6th Pep Boys Auto 500
12th Chevy Richmond Rock & Roll 400
20th New Hampshire Sylvania 300
27th Camping World RV Dover 400
1st Official game at Dallas Cowboys’ New Stadium

October 2009
4th Lifelock Kansas 400
11th Pepsi 500
17th Bank of America 500
25th Tums Quikpak 500

November 2009
1st Amp Energy Talladega 500
22nd Ford 400


2009 concerts:

AC/DC
U2
The Eagles
Billy Joel (Feb Florida & Vegas Date)
Elton John & Billy Joel (starts in March, May Dates, possible 20+ shows)
Kenny Chesney
Phish (Reunion shows and additional tour dates tba next year)
The Jonas Brothers (a few spring dates, summer tour)
Il Divo (World Tour)
Rascal Flatts (Bob That Head Tour)
Nickleback
Andre Rieu
Celine Dion
Michael Bublé
Metallica
Dave Matthews Band
Fleetwood Mac
Cher in Las Vegas
Bette Midler (Las Vegas)
Neil Diamond
John Mayer
Motley Crue
Neil Young
Tim McGraw
Tina Turner
Toby Keith
Widespread Panic
Wilco
Brad Paisley
Taylor Swift
Aerosmith
Tran-Siberian Orchestra Non-Holiday Tour
Keith Urban
American Idols
So You Think You Can Dance
Dancing With The Stars
George Strait
Steve Winwood
Snow Patrol
Eric Clapton (in uk early 2009)
Coldplay (uk)
Oasis
The Pretenders
Bloc Party
Kings of Leon
Alan Jackson
The Killers
Def Leppard
Foo Fighters
Guns N' Roses


Possible:
Rolling Stones
The Dead
Faces (w/ Rod Stewart & Ronnie Wood)
Rod Stewart (if Face reunion fails)
Jimmy Buffett
Shakira
The Kinks
Tom Petty & the Heartbreakers
Whitney Houston
No Doubt
Pearl Jam
Peter Gabriel
Beyonce
Bob Seger & the Silver Bullet Band
Roger Waters
Zeppelin (Led Zeppelin w/o Plant)
Prince
The Smiths


Festivals:

2009 CMA Music Festival June 2009
Austin City Limits Music Festival
Bamboozle Festival Giants Stadium
Bonnaroo Music & Arts Festival
Bridge School Benefit Shoreline Amphitheatre
CMA Music Festival (Country Music Association)
Coachella Valley Art and Music Festival
Download Festival
Family Values Tour
Farm Aid
Houston Rodeo and Livestock Show RodeoHouston
Jingle Balls
KIIS Wango Tango
KROQ Almost Acoustic Christmas
KROQ Inland Invasion
KROQ Weenie Roast Verizon Wireless Amphitheatre Irvine
Langerado Music Festival Big Cypress Indian Reservation
Las Vegas Comedy Festival
Lollapalooza Festival Grant Park, Chicago
Monolith Festival Red Rocks Amphitheatre
Myspace.com Music Tour
Ozzfest
Radio City Musical Hall Christmas Spectacular Tour
Sasquatch Music Festival Gorge Amphitheatre
South by Southwest (SXSW)
Stagecoach Music Festival Empire Polo Field Indigo
Summerfest
Virgin Festival Toronto
Voodoo Music Experience New Orleans

Wednesday, February 18, 2009

Perspective

In the summer of 1979 my dad sent me to Outward Bound in Colorado. The only difference between the summer and winter sessions was the addition of 1 pair of long underwear.

Once in Denver we were loaded onto a bus that took us into the mountains. It pulled inot a rest stop where we were told to get off the bus and run up a fire road to the staging area – 3 miles away. This was a weeding process to make sure teams were evenly created. For those of you who live at sea level and have tried to run in Colorado you understand. During the next 21 days I:
* Got hypothermia after falling into a stream
* Got altitude sickness because it just happens to some people
* Got frost bite in the tips of my fingers and toes which took 6 months for the feeling to return
* Did a few peak assents
* Was in 3 avalanches – 2 snow and 1 rock. The snow avalanches were small but the rock avalanche threw a 60 lb bolder into my chest that almost threw me off a 100’ cliff. I could smell ozone caused by the friction of the rocks – I’ll never forget that smell. I was the only injury that year and it took 3 days to get me to the closest hospital. I still have the scar on my arm where part of the bolder hit me.

This was the hardest thing I had ever done but I survived and am reminded every day that we are capable of more than we know. When I got home my dad asked, “How was camp”. CAMP? I almost die and he calls it camp!

Years later I attended the 50th anniversary of Iwo Jima with my dad in Washington DC. I saw Medal of Honor recipients, met some Navahos, learned about code talking and their time in the South Pacific. I also learned little more about my dad’s time on Iwo Jima. I learned he saw the flag being raised the 1st and 2nd time. How his buddies were killed and how his parents thought he was killed. They learned he wasn’t about a month later when he was shipped to Hawaii. Now I understand why dad thought Outward Bound was just camp.

The sayings ‘walk a mile in someone’s shoes’ or ‘the shoes on the other foot’ etc… are so true. We get caught up in our own lives without thinking about the other persons experience. Next time you are about to respond to someone you might want to take a deep breath and think about their perspective first. Maybe its camp to them…

Monday, January 26, 2009

Marketing– in the real world

In an ideal world our priorities would never get shifted around. Our family would always come first. We would be healthy, happy & keep up to date on the latest trends. We would be uber productive so we could accomplish everything beyond our own expectations. But we live in the real world. It’s messy and something usually gets pushed to the back of the line. We are forced to juggle multiple efforts and never seem to catch up.

Does your marketing department fall into one of these categories?
1. Your small & it’s all on you
o You’re a small company or a start-up with limited funds
o You do don’t have the staff you need.
o You can’t or won’t let anyone else do it.

Real EXAMPLE: A local children’s theater has 2 full time staff members.

o One is the artistic director. He chooses the shows and helps the actors.
o The all-in-one office goddess. She has limited knowledge of the Internet and computer. All marketing material and press releases are created in word and either printed, email or faxed.
o The company relies on all outlets retyping their information for release.
o Web 2.0 is something they read about but can’t implement because they don’t understand it, don’t have the knowledge & can’t pay for it to be done for them.

2. You’re a small to medium sized company
o You have some staff but they wear multiple hats
o You may outsource but are limited by funds and/or resource

Real EXAMPLE: The local library has staff but they must multi-task.

o The library does not have a marketing person so staff members must share the responsibility
o The Library creates its own newsletter to advertise it’s events but distribution is limited. Some outlets reproduce the information but they have to reenter the information to distribute it.
o The Library does not have the staff or expertise to take advantage of web 2.0
o The library does not have the funds for outsourcing.

3. You are a larger company
o You have staff to get the word out or
o You outsource

Real EXAMPLE: A big name circus has a large marketing department. Tasks get shifted around when people go on FLA (Family Leave Act) etc…
o When people assumed someone’s roll they didn’t have the bandwidth to fully do the job
o When the person returned from FLA the backlog of work was overwhelming and they were digging out for months

How do we fix these situations? How do we find the time? What do you focus on? How do you expand to new markets? The market is ripe but we need to find a way to help people get the word out.

Starting today, I’m going to “pay it forward”. I will reach out to organizations to see how I can help move them forward. I will do this for FREE. By helping theses companies move forward I will be helping my community and our economy. I got the idea from twitter.com/Phatmommy. Want to pitch in and help? Here’s how you can pay it forward.

Here are the rules:
The exchange focuses on doing an act of kindness without expecting anything in return other than that the recipient will, in their turn, pass the kindness along and pay it forward. I am going to send something fun & nice to three blog owners who post a comment on this entry. In turn, those three will post this information and pick three people they want to send something to and so on. Unfortunately, due to postage costs, I can only pay it forward within the United States. If you are interested in participating, be one of the three randomly chosen blog owners to leave a comment! The little something you send can be something you made, bought, were given or found - just a gift that will make the person smile. There are no cost restraints, but don’t go crazy! You have to promise that you will then post about this on your blog, link to me, and then send something to three people who sign up to play along through your blog.

I’m ready to Pay It Forward to three people. Leave a comment if you want to play.

Robert

Friday, January 16, 2009

4 Months since TechCrunch

Trying to build momentum for Kangalope is a challenge. I received some initial buzz in September from my demo at TechCrunch08. Since then, EVERYONE has their hand out asking for $$$ to "help". I get offers for so any things - development, social marketing and usually someone offering SEO. I have an issue with SEO because it invariably means adding click advertising. Too many people fall prey to an SEO practitioners charms without understanding the implications. If it sounds too good to be true then it usually is. You MUST resist the temptation to say yes. Why? Can you answer the following Question?

1. Do you have analytics in place?
2. What is your conversion rate?
3. What is your conversion funnel abandonment rate?
4. What is your customer acquisition cost?
5. What is the nature and magnitude of your customer demand?
6. Have you optimized your landing pages?
7. Have you optimized your conversion funnels?

If you answer NO to any of these questions then STOP. DO NOT PASS GO!
If you begin an SEO program before you have addressed the above items then you are doomed to fail and will be pouring money down the drain. Think of your site as a strainer - some visitors will stay and some will go down the drain - it's up to you how many stay. Here is why -
1. You need analytics to measure success. I have meet a few companies that had sales in the billions that did not use analytics and didn't understand the need for them
2. You need to know your starting conversion rates. Look at industry averages. If your lower then fix your site. If the numbers change at some point can react.
3. You need to know where visitors are dropping off in your funnels so you can react any changes
4. You need to know how much it costs to get a new customer so your not spending more than you make.
5. You need to know where customers are coming from and why so you can react to any changes
6 & 7 You need to make your landing pages work for your existing customers so you can spend less to get new ones - same thing for the funnel.

This is why so many people are jumping on the social media band wagon. No matter how bad a site may be a customer is more likely to use it if a friend recommends it as opposed to some ad they may see.

Use social media - it's more relevant to your customers.

Side track - there are 2 launching platforms in the US - Demo & TechCrunch. Demo wants 18K for 15min of fame. They review all submissions and choose which get to pay to play. I will not be going to Demo this March. TechCrunch reviews all submissions too but the top 50 get a free ride and 15 min on stage. The rest are offered the Demo pit. If you are interested a DemoPit a spot goes for 2K. Word has it 1,038 companies applied to TechCrunch08 but only 150 were chosen to attend. I wonder how many of the 888 that were not there chose not to buy the Demo pit table vs. they were flat out rejected? Inquiring minds may never know...

I thought it was worth it. We got a mention on CNET. Dumb luck sat me next to Brad Stone of the New York Times. We met some cool people and companies, a VC or 2 chatted me up and I walked away with great hope and a growing membership to Kangalope.

Fast forward to 4 months. Where are we now? The credit crisis is hurting us all. The buzz is gone and membership growth is flat. The next release is pushed back to Feb/March. I'm taking this opportunity to dive deeper into social media to learn how I can apply/integrate it into Kangalope to rebuild the growth. Only time will tell how it works out.

I am learning a lot from people like Peter Shankman - founder of Help a Reporter Out and social media speaker. You can find him: Twitter.com/skydiver & www.helpareporter.com & www.shankman.com. And Gary Vaynerchuk - founder of Wine Library and social media guy. You can find him at tv.winelibrary.com & garyvaynerchuk.com.

I'm building my social connections and interlinking all my accounts in an effort to raise my social bubble. You can also find me at:
Twitter.com/kangalope
Kangalope.com
Facebook.com
LinkedIn.com

Please feel free to provide comments, suggestions and criticism. All are appreciated.