Did I mention there’s a special conference discount registration for Brainzooming readers? Keep reading for the code!
I’ll be doing workshops on content marketing and collaborative branding strategy. I’ll be co-presenting the content marketing workshop and a presentation on marrying data and creativity with Emma Alvarez Gibson.
Other presenters are from Charles Schwab, Gap, Intel, and Campbell Soup.
Want to learn more about the combined opportunity of two conferences in one?
I mentioned in an earlier article how the Gas Can event on June 24, 2016 was “half empty” at best. After the event, I posted on Facebook about how difficult it is, once you’ve produced events, to sit in the audience and not re-produce an event with major production problems.
While writing an article poking holes in the Gas Can program would be easy, however, it wouldn’t have much value for you.
Instead, how about a list of 14 event marketing strategy questions you can use the next time you or your organization plan an event? It’s one way of passing along our conference production experience and lessons to all of you.
14 Event Marketing Strategy Questions You NEED to Ask Early
If you’re planning a conference, ask all of these questions in plenty of time to do something about them!
Have you seen the speakers you’re putting on stage?
If you haven’t seen all of the speakers, have you at least seen some of them to know where to place the strongest speakers?
For the speakers you haven’t seen, do you have an idea of what they are planning to speak about so you can arrange them in a way that there is continuity (and not a violent and uncomfortable swing in tone and subject) between each segment?
To boost networking, have you designed name tags so peoples’ names and companies are bigger than the event name (since people know where they are, but don’t necessarily know other people)?
If you’re attempting to create a legitimately curated event (meaning you are deliberately challenging the audience’s patience and tolerance for variety in disparate segments), have you figured out how to provide a few cues to tie the pieces together so attendees don’t walk away feeling as if the program was a random jumble?
Have you scheduled a rehearsal and made sure you’re absolutely confident with what and how every speaker is going to do (and whether every presenter should still be on the agenda)?
Have you made sure you have a monitor in the front of the stage so presenters don’t have to keep turning away from the audience to see what the current slide is?
Have you satisfied yourself that presenters have strong enough diction, volume, and speaking styles so the audience will be able to understand what they are saying throughout their presentations?
Have you tested the sound system well in advance and made sure it will work for all the elements of your program?
Do you have someone knowledgeable about the sound system and the venue running the sound?
Is the stage lit properly so the audience can see (and photograph for social sharing) both the presenter and the slides
Yes, you need to be able to answer “Yes” to all these event marketing strategy questions. – Mike Brown
3 Creative Thinking Skills Ideas from Gas Can 2016
Today, here are three valuable creative thinking skills ideas no matter where your creative community is located.
Push for Absurd Ideas
Stefan Mumaw, Director of Creative Strategy at Hint, shared a creative thinking exercise in a morning break segment. He gave us three minutes to imagine what might be part of a Swiss Army knife designed especially for a pirate. After finishing the creative thinking exercise, he asked us who had more than 50% of ideas that were absurd. Stefan defined an absurd idea as something that would definitely not fit in a Swiss Army Knife. Perhaps 30-40% of the audience had raised their hands. His point was you have to get to absurd ideas to sufficiently stretch your creative thinking. Being able to pull back after going full-on absurd will reveal innovative ideas that are actually possible to do.
Creative Thinking Skills Idea:
Stefan used a different path to get to the extreme creativity approach we use: pushing beyond conventional boundaries to find new thinking with near-term possibilities. We typically start by picking the most conventional ideas, however, and blowing them out to extremes. I’ll be including a modification to our extreme creativity approach based on Stefan’s exercise, however, and suggesting we also grab already absurd ideas as a starting point for extreme creativity.
Icky Brand Pairings
Joe Cox, Engagement Director at Barkley, shared a creative thinking exercise comparable to Julie Cottineau’s Brand Twist exercise where you take two brands, put them together, and imagine new possibilities. Joe also recommended pairing your brand with various others brand to see what unique ideas emerge. Beyond simply using familiar, popular, or naturally aligned brands, however, Joe urged us to use extreme and challenging brands, too. What would new ideas emerge when your brand is paired with the NRA, a cigarette maker, or an extreme political candidate (since we have no shortage of those)?
Creative Thinking Skills Idea:
I love the idea of pushing the brand comparison beyond Nike, Apple, and Starbucks. Getting paired with an icky brand can lead to incredible ideas to offset all the negatives that would follow. Which of the powerful customer experience ideas to offset your brand’s affiliation would be great ideas even if you aren’t saddled with an icky brand partner?
Make Decisions Faster
Seth Gunderson, Creative Director at Sullivan Higdon and Sink, explored the way to cultivate better creativity and decision making. Seth’s presentation, titled “You’re either IN or you’re OUT or you’re MAYBE,” demonstrated how easy it is to make one-off decisions (Puppies – In or Out? Donald Trump – In or Out?) and how hard it is when there are multiple options. His advice was “we will create better work if we make decisions faster.” Seth suggested the way to better decisions is making them in the morning, after getting fresh air, and making sure to have a full stomach along with an empty bladder.
Whether personally or organizationally, the desire to be more innovative can run straight into all kinds of barriers, brick walls, and booby traps. Using even just a few smart tools and techniques, however, you can eliminate these NO’s to a successful innovation strategy and move yourself and your organization to innovative ideas setting you apart from the competition. We’re planning to cover innovation strategy for both individuals and organizations., including
Some of the most common NO’s blocking creativity and innovation strategy
How to benefit from structures and exercises to spur creative ideas and innovation
New possibilities to improve innovation strategy successes amid challenges to new thinking and actions
You will be able to call in, chat, or tweet about the conversation before, during, and after the program.
Business growth can depend on introducing new products and services that resonate more strongly with customers and deliver outstanding value.
Are you prepared to take better advantage of your brand’s customer and market insights to generate innovative product ideas? The right combination of outside perspectives and productive strategic thinking exercises enables your brand to ideate, prioritize, and propel innovative growth.
I’ll be presenting a Brainzooming workshop on internal branding strategy at the Brand Strategy Conference in New York, April 6-8. The workshop, while drawing on material from my Fortune 500 work, springs from multiple conversations at the 2015 Brand Strategy Conference. The discussions focused on when employees should be brought into branding strategy decisions.
The executives asking about and offering opinions on the topic tended to believe it was okay to advise employees about branding strategy decisions immediately after introducing changes to customers.
I was horrified by this viewpoint coming from senior executives because it is so strategically misguided.
3 Keys to Engaging Your Internal Brand Team
One alternative to letting your employees know about a new direction in branding strategy after your customers is to view employees as an internal brand team. With that change in perspective, you introduce possibilities for engaging employee in shaping branding strategy. Even without revealing specifics to employees in advance, purposefully involving them in developing branding ideas opens up opportunities to familiarize employees with the direction and insights leading to a new branding strategy.
27 Content Creation Opportunities for Conference Attendees
His question prompted this list of 27 ideas for both what to blog about from a conference and for other content creation and sharing opportunities your audience might find valuable.
In generating the list, I thought back to the two most recent events I’ve attended in Las Vegas: the Specialty Equipment Market Association event with tens of thousands of attendees and the Social Media Strategies Summit, which is a tremendously intimate conference by comparison.
What to Blog About at a Conference
Create a blog post featuring the top quotes from the conference.
Profile specific presentations as blog posts.
Record video interviews with presenters and attendees that your audience should know more about.
Go the conference with a specific list of questions your audience would like answered and record short video interviews with the right presenters or attendees answering the questions.
Get permission from presenters or conference organizers to link or share specific presentations with your audience.
Put together a series of photos of key slides or infographics from the conference that your audience will find beneficial.
Feature the top trends or future developments in the industry that your audience needs to know about and understand.
Give a behind-the-scenes look at the city or venue where the conference was held.
Provide your tips for attending the conference if your readers were to attend in the future.
Review a book one of the presenters wrote.
Spend your evening in your room and write a daily recap of the conference that is ready before any other online source.
Live blog presentations and share “raw” notes throughout the day.
Share links to pertinent articles and blog posts from presenters.
Complete a conference “scavenger hunt” with fifteen or twenty meaningful items from the conference that would be of benefit to your audience. Examples might include: Biggest insight, Most valuable presentation, A Speaker You Need to Learn More About, Most Intriguing Quote about the Future, etc.
Ask a presenter if he or she would guest blog for your audience.
Transcribe your written notes and publish those in one or more blog posts..
Other Content Creation Opportunities for Conference Attendees
Tweet conference presentations using a hashtag that you have let your audience know ahead of time.
Turn video interviews you completed into a podcast about the conference.
Video your impressions throughout conference (a daily end-of-the-day video) and put together a recap video from that.
Do a Periscope video of a keynote presentation.
Put your top photos of presentation slides into your own presentation with notes and make it available to your audience.
Capture big ideas from the conference and share those.
Visually capture your conference notes (if you have the capability to do that), and share those with your audience.
Create a Pinterest board of products (or speakers, or exhibitors, etc.) you thought stood out at the event.
Interview exhibitors at the event and string together one-minute product and service overviews your audience would find helpful.
Curate content that other attendees are creating about the conference.
If you have multiple attendees at the event, create a mini-content marketing strategy to make sure your people are deployed across the event (instead of all in the same sessions), grabbing the content you’ll want to share with your audience later.
Remember, before pursuing many of these ideas, you want to make sure you get the proper authorizations and copyright permissions, whether those need to come from the conference organizer or the presenters. – Mike Brown
Download our FREE “Taking the No Out of InNOvation eBookto help your knack for generating creative ideas yourself and with your team members! For organizational innovation success, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative growth strategies. Email us at firstname.lastname@example.org call us at 816-509-5320to learn how we can deliver these benefits for you.
Super Bowl 50 featured the Carolina Panthers and Denver Broncos facing off against one another, with the Broncos coming out on top, 24 to 10. Despite NEVER being a Broncos fan, I was rooting for Peyton Manning to take the Denver Broncos to victory (although we did have a Panthers fan in the house) . . . Now, Cooper Manning will be the son at the Manning Thanksgiving table without two Super Bowl rings . . . . Maybe for the first time in many years, I was more excited about the football than the advertising. I am not sure if I am the only one but I am SO OVER all the hype for Super Bowl ads. In any event, here are my take aways from the Super Bowl (and we all know you have to have a good take away ratio to win the Super Bowl!
We had a Panther fan in the house.
Super Bowl 50 Winners
Lady Gaga set the new standard for singing the Star Spangled Banner, whether at the Super Bowl or ANYWHERE else. And to all the people going, “Remember Whitney Houston,” I say, Gaga Number 1, Whitney Number 2 . . . Hyundai scored early with Kevin Hart using the auto’s Car Finder technology to keep an eye on his daughter and her date to make sure the boyfriend stayed away from any precarious tunnels. I guess Car Finder is the modern father’s best substitute for a chastity belt . . . The Doritos crowdsourced Pregnancy ad introduced a new paternity test (the baby goes after Doritos just like dad does) and introduced (whether intentionally or not) a pro-life message.
The Skittles and Steven Tyler ad worked. I wanted to see it again, and I had already seen it . . . While there were various #SuperBowlEXP tweeters bashing it, I gave shout outs to Toyota for getting more product mentions in its Prius ad than all other Super Bowl ads combined. It was a smart use of repetition and tackling challenges to product perceptions. All that, plus it featured an OJ Simpson mini-series tie-in and was capped off by another ad after the game’s finish. Of course, as my wife asked, “Where is Jan from Toyota in all this?”
Super Bowl 50 Losers
Pizza Hut featured an early ad for its Garlic Knots. That product name perfectly sums up what my stomach would be like if I ate that stuff . . . There were questions about why the advertisers seem not to understand the value of integrating social media and digital with their $5 million thirty-second advertisements. A hashtag is easy to cook up (unless you are Bud, which put a space in a hashtag a few years ago on a Super Bowl ad), and a hashtag is just scratching the surface . . . I completely missed the PayPal ad. I then Googled it to watch it online and missed it again. PayPal should have featured PeyTon in its ad . . . By the way, did you see the Papa John guy catch up with Peyton as the game was ending?
When it came to the Half Time Show, I’m not sure what connection Bruno Mars had to Coldplay, but Bruno Mars was actually enjoyable to listen to by comparison . . . By the second half, the ads seemed to be mostly snoozers. With commercials about constipation, diarrhea, and toe nail fungus, one #SuperBowlEXP tweeter asked, “When is this shit going to stop?”
Fun Facts from Super Bowl L
A word to the wise advertiser: there’s a place between no spoken copy (Acura, PayPal, Budweiser) and too freakin’ much spoken copy (RocketMortgage) where a $5 million Super Bowl ad actually works . . . Of all the Super Bowl MVPs, Joe Montana is the only one I have had a brush with greatness with previously. When he played for the Chiefs, we saw Joe and Jennifer eating at a local restaurant for a late lunch. One other time, Joe Montana came in for take-out at a restaurant where we were enjoying a Friday night happy hour . . . Thanks to all the tweeters who corrected me on thinking it was Denis Leary in the Snickers / Marilyn Monroe ad. Yeah, you were all right, it was Willem Dafoe. But I still contend it would have been funnier with Denis Leary . . . The whole Puppy-Monkey-Baby thing, contrary to what Mountain Dew would want you to believe, represents three things that need not have ever been combined in a Super Bowl ad. Same as with chronic pain, opioids, and constipation. And BTW, OIC missed a cool sponsorship opportunity. Constipation should have been the official NFL sponsor of all False Start penalties in the Super Bowl . . . It sounded like Peyton Manning changed his trigger call from “Omaha” to “WhatThe” at one point during the game . . . It took Avocados to get Scott Baio, cramped airplanes as torture chambers, and the infamous is it blue/black or gold/white dress into the Super Bowl. Good job.
Finally, the Super Bowl Babies ad was interesting the first time, but I am not sure it had as many legs as the NFL tried to get out of it. Of course, that may be sour grapes because the sad fact is all the Kansas City Chiefs Super Bowl Babies are 45 years old.
Well, there is always next year for the Chiefs, and for some better Super Bowl advertisements, with maybe a classic advertisement SOMEWHERE in the mix. Here’s to next year’s LinkedIn-sponsored, Super Bowl LI. – Mike Brown
Download our FREE “Taking the No Out of InNOvation eBookto help your career strategy as you embrace greater creativity and appreciation for ideas of the talented team members surrounding you! For organizational innovation success, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative growth strategies. Email us at email@example.com call us at 816-509-5320to learn how we can deliver these benefits for you.