Pow! Right Between The Eyes! Andy Nulman's Blog About Surprise

Speaking For Myself, And...

So, I'm going to speak at another conference.

Andy Sernovitz' Supergenius Word of Mouth Marketing Conference on December 16 in Chicago, to be exact.

Ho hum.  A speaking gig.  So what else is new, right?

Well, the reason why I'm going is.

At first, when Andy asked, I had to say no...too busy, too much to do, a TV network to launch, too close to Christmas, too cold in Chicago.  Too many excuses.

But then, I took a look at the all-important "who else is coming."

And that's why I'm going.

Many times, jeez MOST times, I'll bolt a conference as soon as I'm off stage.  This is not ego speaking, but reality.  As I said before, too much to do, etc.  What I try to do is balance is what I can learn sticking around vs. what I can accomplish by leaving.  Leaving usually wins.

But given the task ahead of me--launching TXT-TV--Airborne Mobile's four-years-in-the-making, big hairy project of 2010--and seeing who else is speaking here, the day is a major-league learning opportunity.  Case studies from mega-brands like Coke, Starbucks, Domino's and Maker's Mark bourbon.  Numerous social networking experts. Live "Will It Blend" demos from Blendtec's George Wright.  Timely, too, given the aforementioned network launch. (And any time I can hang with fellow speakers Mitch Joel and Saul Colt, and my Chicago-based buddy Jim Fannin, well...)

As oft-mentioned here and in my Pow! book, Sernovitz is the world-wide maestro of word-of-mouth.  Since I changed my "vote" from no to yes, he's been peppering me and all the other speakers with ways for us to promote said conference via word-of-mouth methods like live interviews, special discounts (see photo below) and bribery, like the blatantly-promotional (and ostentatiously-colored) t-shirt he's getting yours truly and others to wear and blog about (see photo below again).

So consider me playing along in promoting the conference. 

And consider yourself promoted to.

But frankly, you're secondary. 

This time, for perhaps the first time, I'm doing it for me.

.

...Spoken For

A few weeks ago, I spent a most enjoyable Saturday afternoon at my alma mater McGill University being grilled...uh, interviewed by professor Karl Moore. 

I had a blast.  I learned a lot...about me, and about the intelligence of the audience (it was primarily composed of parents of students who were in town for homecoming week.

It's coming to YouTube soon, but the school just sent me this link to preview it.

If you got an extra minute or 51...enjoy!

An Oral Surprise (The Very Innocent Type)

This one sent along from my brilliant colleague Pierre Vanacker (when someone as well-read and tech-savvy as Pete is a Friend of Pow!, you know this concept is a far-reaching one indeed).

What's the best way to get kids to brush their teeth, especially after eating treats?

Free samples of toothpaste and funky toothbrushes, right?

Wrongo!

This stroke of genius from Colgate and Young & Rubican Thailand (of all places).  They replaced the sticks of ice cream and cotton candy with gentle, but VERY effective toothbrush-shaped Surprise cause-and-effect reminders that say, simply, "Don't forget."

Punishing Loyalty For Dallying With The Competition

I am writing this from the Air Canada Maple Leaf Lounge, the ritzy executive enclave at Montreal's Trudeau Airport.

 

This place is like a second home to me.  I fly almost exclusively with Air Canada.  I am a Super Elite member--the top of top-tier fidelity program status--and even after depleting my account for family trips to Los Angeles and Denver, I still have about a half-million (yup, 500,000-) Frequent Flier miles at my disposal.

 

But even with an upgraded Business Class boarding pass in my hands for my 10:30 p.m., I am still seething.

 

Here's why:

 

I am speaking tomorrow morning at a Youth Entrepreneur Conference in Toronto.  Organized by students for students, I was supposed to be flying on Porter Airlines for two reasons-- convenience (the Toronto Island Airport is next door to the Harbour Castle hotel where I am speaking), and economy (to help save the students money, I agreed to the cheaper Porter ticket).  Now I've flown Porter before and it's a delight in every way...but my worldwide travel sked and Super Elite status always leans me towards Air Canada whenever I can.

 

Anyway, I get to the airport and the 9:00 p.m. Porter flight is long delayed due to fog problems at the tiny Toronto Island Airport.  No prob, I'll just phone the conference organizer and tell her I'll be late.  

 

But of course, for some reason, tonight's the one night I can't get a wi-fi signal on my Blackberry or Laptop, and the organizer's contact info is in my Gmail.

 

No problem, I think, I'll just head into the Maple Leaf lounge, use the Internet, and get her number.

 

And that's where the trouble begins!

 

So, guess which Super Elite member was refused entry to his second home?

 

And guess why?  Because I'm "Flying with a competitor" as I was told.

 

"Indeed," I agreed, "but these are extenuating circumstances.  And I just want to use the Internet for 60 seconds!"

 

"Too bad," I was told.  "No boarding pass, no entry."  

 

Now I can understand if I have no history with the company, and I'm trying to mooch my way in for a free drink or bag of pretzels.  But Airborne Mobile, my company, spends tens of thousands of dollars with Air Canada every year.  I am a charter member of Aeroplan, the aforementioned frequent flier program.  And when the world dumps on this airline, I defend it.  (At a recent Super Elite get-together with Air Canada execs, including my friend Air Canada CEO Calin Rovinescu, I was asked my biggest beef with the airline.  I couldn't think of anything that wasn't small-minded on my part; just get me there safely and on time, that's all I want.  Jeez, I wish they would ask me that now...but I digress).

 

So what do I do?

 

I BUY a one-way ticket to Toronto for $289 or so, get into the lounge, get the organizer's number, and tell her to cancel the Porter flight (there was no guarantee it was going to be able to land tonight, nor any that I could get on the 6:30 a.m. tomorrow).  

 

My polite and controlled fury at the desk resulted in an upgrade, which I appreciate. 

 

But here's what I don't:

 

When a loyal customer uses the competition now and then, don't treat him like a scarlett-letter-wearing, enemy-of-the-state traitor.  Yeah, we all want monopolies, and our customers to pledge undying faith only to us. 

 

And I also want to be 6-foot-5, 25 years old again, and have $100 million in the bank.

 

Wake up, Air Canada.  The world is different these days.  It's a big sandbox, and there are lots of other players in it.  Don't "punish" me for using the competition; invite me to learn why I shouldn't. 

 

Here's what I would do in this situation, or in any situation when I would be LUCKY ENOUGH to have a competitor's customer in my grasp:

 

"Hey, Porter may have funky ads and flight attendants in cool outfits, but our planes have no problem landing in a bit of fog.  In fact, if you change your flight to us right now, I will give you $100 off and an upgrade certificate for your next one."  Or something like that.

 

This is a touchpoint that could result in solidified loyalty and customer conversion.

 

Instead, it results in loosening the loyalty of one of the few hardcore Air Canada fans left out there, and has him biting the hand that feeds him in the Executive Lounge, instead of relaxing with a magazine or chilling with a glass of wine.

 

A true lose-lose.

A Surprising Way To Make A Living (Literally!)

Well well, what better way to start a week than with a kindred spirit who embodies the spirit of this blog...and mixes it up with profit potential.

Such is the story of Maya Gilbert who, along with two friends, has put together a company called "Surprise Industries," which--as she puts it--"crafts surprise experiences in NYC."  (To paraphrase the ancient Red Rose Tea slogan, "Only in New York, you say?  Pity...").  According to Ms. Gilbert, she got the idea by visiting the Something Store (found here and featured in my Pow! book), but said that the real, word-of-mouth-generating win would be from concocting life-altering experiences instead of a random product at your doorstep.

Sound crazy?  Well, these guys seem to be busy planning everything from flight school to sword swallowing (check out their insanely busy schedule), and you never know what you're embarking in or on...until you get there.

Response has been great, so check out the video below (which does a way better job of selling the concept...and the thrilled delightful response to it).

And then hit Maya up for a franchise for your town.

Surprise Industries Teaser from Surprise Industries on Vimeo.

Where Boredom Meets Why Bother

 
I must admit that I dig Tim Hortons.  Go there often, enjoy the coffee, enjoy even more the homespun atmosphere and hardwired interweaving into the cultural fabric of Canada.  You're never far from home when you're near a Timmy's. 

Like all Canucks with a more-than-modest modicum of national success under its belt, Tim Hortons is trying to crack the American market, and as a patriotic compadre, I wish I could wish them well. 

But I'm scared.  Here's why:

This one hurts, guys, as you have become a deserved and much beloved icon above the 49th parallel, but trust me, there is NO WAY you're gonna do it, not a Timbit's chance in a meatgrinder, with a namby-pamby, dull, say-nothing slogan like:

Tim Hortons: 

Where Quality Meets Value

I couldn't believe it when I first heard it, thinking that is was some sort of parody or Canada-bashing joke.  But no, there it was, confirmed in a somewhat biting article in Brandweek.

Not that "Always Fresh" is a work of creative genius, but "Where Quality Meets Value"?  That could be the slogan for 10,000 nondescript, dull, uninspiring businesses, from a corner shoe store to a wholesale meat packing plant.  This is the anti-slogan, one which must've been composed by a mole being surreptitiously funded by Dunkin' Donuts, Starbucks or Krispy Kreme...and being high-fived as I write this.

Holy jeez.  Someone PLEASE tell me this is some mistake.  In the meantime, I think I'll drown my sorrows and say my prayers over a single-single.

Book Opening Acts Lead To More Book Openings

Read with interest, and much envy, about Margaret Atwood’s book tour, christened by Maclean’s Mag as her “Traveling Salvation Show.”  Forget stodgy in-store readings or dreary “behind-a-table” encounters, the great dame of Canadian literature has taken to the road with a “show” that features singing, recitals, a full costumed choir and even some eye-popping dance moves (hey, you haven’t lived until you’ve seen Maggie get down) in churches and other non-traditional venues.

Surprise, Surprise indeed, but what was really impressive about Queen Margaret’s tour was that is was more old-school rock ‘n’ roll (tour to sell recorded music) than new-school bookselling (let’s do something different, for Christ’s sake!).

And this got me to thinking…
 
Like great rock tours of yore, when a headlining act would bestow its blessing on a newcomer and expose them to an audience much greater than they could possibly dream of reaching at that stage in their career, why don’t the elite power-authors (Dan Brown, J.K. Rowling, Stephen King, Mitch Joel et al) use their reach to “break” new writing talent?

Stay with me here.

Let’s say that each copy of Brown’s latest opus was appended with two chapters from a writer that he, and/or his publisher, is particularly enamored with.  Read those chapters, like ‘em, and you can download the rest of the book for a fee.  Or for free.  Or download a mega-deep discount coupon to pick up said new book in store, generating much-needed traffic and the possibility of picking up something else once you’re there.  Or, for a limited time, do a big mofo BOGO promo, where the Brown book is physically bundled with another one, or your choice of three, with a huge honking rubber band.

Anyway, you get the drill. This is more than Amazon recommendations or bookstore shelves proclaiming “If you like this (Harry Potter), you’ll like this (The Hunger Games)."  This is a sampling program with hard product…or at least digital versions of same.

Does it work?  Well, back in my teen days, thanks to the *generosity* of bands like Kiss and Bad Company (or, more likely record company pressure or greed, but I digress), I got to discover then-just-breaking bands like Cheap Trick and Lynyrd Skynyrd (yeah, I know…a long time ago).  More recently, without headlining Damien Rice, I would’ve never gotten to know The Frames.

Movies do this all the time, albeit at the "front of the book” with a series of trailers.  I think the book biz, one that’s in the doldrums, can benefit from seeding the marketplace this way...or some way like this way. 

Yeah, I’ve seen some “added bonus” chapters in books, but the follow-up was passive at best…if anything at all.  What I’d like to see now are the weight-carriers throw their weight around in a way more aggressive, uplifting and “discover this!” manner.

So if any mega-selling author is willing to take up the challenge, I’ve got a perfect book to start with…

Pow! Right Between The Legs

Sometimes, writing this blog is too easy.

Here's today's lob ball, courtesy of "The Laugh Shop" in Calgary's Blackfoot Inn...

Ya know, I ran the Just For Laughs Comedy Festival for 15 years, and saw all types of reactions to comedians--people fell off chairs, tumbled out of seats, needed a hit of oxygen, hit one another, even climed up on stage to smack a performer.

But I never saw anything quite like this. Guess they're funnier out west. 

This is part of a billboard, radio, print and online banner campaign (can't wait to hear the radio ads!).  May not be everyone's taste, but does indeed check the box on the "Shock and Ahhh" category of Surprise-generation.

Uh...just thought of a great ad for a scary House of Horrors next hallowe'en ;)

Shocking Behavior And Continual Disatisfaction

Working on the launch of Airborne’s TXT-TV network has re-sparked my insatiable quest to understand all things about television (remember my Just For Laughs TV producing background?), most notably the screen’s place in the world of social and other newly-relevant media.  That said, the November issue of Fast Company’s very complete piece on Hulu and its CEO Jason Kilar (that's him looking up below) is a great read. 

Amongst Chuck Salter’s detailed reporting and crisp storytelling are a couple of pearls of wisdom; the first very at home here at Surprise Central, the second an odious tell-tale warning to anyone venturing into any business that deals with the public.  To wit, from Kilar:

“Consumer behavior is one of the hardest things to change.  The gap between the existing and the new has to be materially better that it shocks you into a behavior change.”

Early adopters may cut new swaths, particularly in the digital blogfacetweet space, but the vast majority of the real world takes the path of least resistance. Read Neale Martin’s underrated book “Habit: The 95% of Behavior Marketers Ignore” for a deeper understanding.  Getting them off that path is perhaps marketing’s greatest challenge (which is why I megaphone the shock of Surprise on a constant basis, but you already know that…).

But even if you’re smart and daring and persistent enough to bump a market off said path, you’re far away from easy street.  As said here ad nauseam (but for good reason), Surprise must exist as a continuum to be fully effective. One shock is never enough. Hence the article’s second mammoth point, from analyst Will Richmond of Video-Nuze:

“Hulu was a breakthrough service but people are never satisfied.  It (ostensibly the market for TV on the net) was a desert and Hulu provided water, but now the people also want food and table settings.”

And while you’re giving ‘em that, you’d better be preparing dessert.