Lee los artículos que salieron hoy en El Nuevo Día y Primera Hora, sobre el Estudio Móvil presentado ayer por el SME:
http://www.smepr.org/index.php?submenu=Noticias&src=news&srctype=lister
Saturday, December 5, 2009
Tuesday, November 3, 2009
Creatividad y Oportunidad en el Puerto Rico de Hoy
As an introduction to the two speakers from Dr. Mecanico & Los Cidrines, José Villamil of Estudios Técnicos Inc (www.estudiostecnicos.com 787-751-1675) gave a brief overview of the economy of Puerto Rico and the need to innovate and be creative in order to re-energize economic growth.
This is the presentation he gave that to Luis Rodríguez Báez, VP at Estudios Técnicos Inc.
Click the link to see the presentation. Estudios Técnicos Presentation And please excuse the mis-formatted text on some slides. SlideShare.net does not support all font types.
This is the presentation he gave that to Luis Rodríguez Báez, VP at Estudios Técnicos Inc.
Click the link to see the presentation. Estudios Técnicos Presentation And please excuse the mis-formatted text on some slides. SlideShare.net does not support all font types.
Saturday, October 31, 2009
SME Executive Summary on Simon Bailey on Sales Brilliance
Keeping up with Simon Bailey is no easy thing but you surly walk away with a clear sense that we are all brilliant if we simply decide to be and take the actions to support our inner genius.
Bailey’s overall message is that in today’s turbulent times we must accept change as our friend and seek to be brilliant as a way to harness this change into opportunity. This brilliance is to often suppressed through our conditioning to avoid failure and by poor management that seeks to maintain the status quo rather than face change. People’s brilliance - and therefore productivity - is brought out when we lead people through change and we appreciate them creating an environment that celebrates employees rather than tolerates them. In order to be this leader and agent for brilliance we must decide what we want our future to be and then make the changes in the present that will lead us there.
Some of the major points from Bailey’s discussion of Brilliance:
On Failure:
Failure is not final. Failure is just feedback. We will all fail at some point in our lives but it is how we learn and respond to these failures that determine how relevant they will be to our future.
On Brilliance:
In a Harvard research we find that kids up to 4 operate at genius level. By 30 only 2% of us operate at genius or brilliant level. Why do we not continue to be geniuses as wel learn more in life. It is because we are conditioned to suppress our genius as we are taught to accept rules, paint within the lines and conform to the vision of others which generally create a lower expectation on what is expected of us. It is also due to our conditioning to what to hold onto the status quo rather than pursue change which leads to so many who simply seek to keep our jobs by not rocking the boat. And it is the work environment that most reinforces this genius killing mentality..
On What People Want.
When asked people come up with only 32% of their time being productivity at work and cite not being appreciated and not valued as the key factors keeping them from being productive. This is because people want to be more than paid to work - the want to contribute and be heard and, from my own perspective, want to be creative contributors to the overall challenges of the company. But too many office environments simply tolerate employees rather than celebrate them. People also want feedback from their leaders and leaders must constantly seek input from those that work with them.
On Change:
Change is your friend and we must except that change will happen constantly. Hanging on to the status quo leeds us to be unhappy and retards our progress. Successful people focus on where they are going seeing change as a natural part of that trip where losers focus on what their going through deciding to see only the effect the change has on them and therefore surrendering any power them may have to control this change.
On Leadership:
Offices are filled with bosses who seek compliance, set measurements and seek to maintain what is. These people do not bring out the brilliance in people and create environments where people choose not to be productive. A true leader seeks commitment, sets visions of where the team is going and are looking to create and embrace change and therefore bring people’s brilliance out. To shift from a boss to a leader we must ask ourselves:
Where have I been?
Why am I here?
What can I do?
Where am I going?
On Negativity:
We are surrounded by negative people and - if we are not careful - can be influenced by them thereby diminishing our brilliance. We must decide to put up mental shields those negative things we hear, see and say.
On the connection between Present and Future
Our future is created in the present. This means that what you do now, today, will determine if you get the results in the future you are looking for. This means we need to be able to focus on each moment in our day and make sure they are the decisions that will lead us to our goals. The moment we loose this focus our moments become memories or lost opportunity to effect change. This requires us to apply Vuja De or the ability to see something for the first time and look at what you are doing and make the changes to get the results you want.
On Waking-Up 15 Minutes Earlier:
5 min to meditate - quiet the voices
5 min to Read something that inspires you
5 min to stretch
On Being Paid for Solutions:
In your business you should be paid for the problems you solve and the solutions you find. In the future People will be paid for innovation not perspiration.
For the five pieces of advice by Bailey’s guest Lou please see the post on the SME twitter ConvencionSME.
(Summary by Dana Montenegro of SeriouslyCreative dana@seriouslycreative.com)
Bailey’s overall message is that in today’s turbulent times we must accept change as our friend and seek to be brilliant as a way to harness this change into opportunity. This brilliance is to often suppressed through our conditioning to avoid failure and by poor management that seeks to maintain the status quo rather than face change. People’s brilliance - and therefore productivity - is brought out when we lead people through change and we appreciate them creating an environment that celebrates employees rather than tolerates them. In order to be this leader and agent for brilliance we must decide what we want our future to be and then make the changes in the present that will lead us there.
Some of the major points from Bailey’s discussion of Brilliance:
On Failure:
Failure is not final. Failure is just feedback. We will all fail at some point in our lives but it is how we learn and respond to these failures that determine how relevant they will be to our future.
On Brilliance:
In a Harvard research we find that kids up to 4 operate at genius level. By 30 only 2% of us operate at genius or brilliant level. Why do we not continue to be geniuses as wel learn more in life. It is because we are conditioned to suppress our genius as we are taught to accept rules, paint within the lines and conform to the vision of others which generally create a lower expectation on what is expected of us. It is also due to our conditioning to what to hold onto the status quo rather than pursue change which leads to so many who simply seek to keep our jobs by not rocking the boat. And it is the work environment that most reinforces this genius killing mentality..
On What People Want.
When asked people come up with only 32% of their time being productivity at work and cite not being appreciated and not valued as the key factors keeping them from being productive. This is because people want to be more than paid to work - the want to contribute and be heard and, from my own perspective, want to be creative contributors to the overall challenges of the company. But too many office environments simply tolerate employees rather than celebrate them. People also want feedback from their leaders and leaders must constantly seek input from those that work with them.
On Change:
Change is your friend and we must except that change will happen constantly. Hanging on to the status quo leeds us to be unhappy and retards our progress. Successful people focus on where they are going seeing change as a natural part of that trip where losers focus on what their going through deciding to see only the effect the change has on them and therefore surrendering any power them may have to control this change.
On Leadership:
Offices are filled with bosses who seek compliance, set measurements and seek to maintain what is. These people do not bring out the brilliance in people and create environments where people choose not to be productive. A true leader seeks commitment, sets visions of where the team is going and are looking to create and embrace change and therefore bring people’s brilliance out. To shift from a boss to a leader we must ask ourselves:
Where have I been?
Why am I here?
What can I do?
Where am I going?
On Negativity:
We are surrounded by negative people and - if we are not careful - can be influenced by them thereby diminishing our brilliance. We must decide to put up mental shields those negative things we hear, see and say.
On the connection between Present and Future
Our future is created in the present. This means that what you do now, today, will determine if you get the results in the future you are looking for. This means we need to be able to focus on each moment in our day and make sure they are the decisions that will lead us to our goals. The moment we loose this focus our moments become memories or lost opportunity to effect change. This requires us to apply Vuja De or the ability to see something for the first time and look at what you are doing and make the changes to get the results you want.
On Waking-Up 15 Minutes Earlier:
5 min to meditate - quiet the voices
5 min to Read something that inspires you
5 min to stretch
On Being Paid for Solutions:
In your business you should be paid for the problems you solve and the solutions you find. In the future People will be paid for innovation not perspiration.
For the five pieces of advice by Bailey’s guest Lou please see the post on the SME twitter ConvencionSME.
(Summary by Dana Montenegro of SeriouslyCreative dana@seriouslycreative.com)
Panel de Publicidad Digital: Mito o Realidad
Sponsored by Axesa providers of SuperPagesPR.com
Panalist:
Guillermo Paz - PopuliCom
Camille Buckhart - Banco Popular
Fernando Orfila - Johnson & Johnson
Despite the title, digital marketing is obviously a reality and one that companies in Puerto Rico need to take seriously and approach with the same sense of professionalism and rigorous process that we apply to the rest of our marketing efforts.
With Guillermo Paz talking about the platforms to be mastered between search marketing, online advertising and social network marketing as well as the importance of doing digital marketing correctly; Camille Buckhart using the example of Banco Popular’s efforts and use of simple and testing of site effectiveness; and Fernando Orfila’s case study at Johnson & Johnson of niche marketing several overarching themes were clear.
1. Digital Marketing must be integrated and strategically aligned with traditional marketing efforts. this doesn’t mean that your TV campaigns must lead what you do online but simple that there must be some form of consistency created and leveraging of cross platform efficiencies while still allowing some digital campaigns to stand alone when the objective (like raising the number of online banking only customers) dictates.
2. Websites and online brand presence is no longer what you hire some talented teenager to do. Instead it is something that must be done professionally and driven by clear objectives, measured using the right metrics and planned out carefully. Paz showed examples where simply details of incorrectly directing people from ads to the wrong link, non-functioning links and poor design often sabotage campaigns and waste resources.
3. The back-end of digital marketing is just as important if not more important that the more tangible and visual design work that goes into creating websites. SEO - Search Engine Optimization - assures that your website has the best chance of being found by the people you seek to attract. In fact, in 2010 it is estimated that some 60% of digital marketing budgets in the U.S. will go to SEO for an overall investment of some $29 billion.
4. Marketers must take advantage of the ease at which you can switch out digital ads or websites to quickly test page efficiency and make changes accordingly. Banco Popular uses this approach to test which designs for online campaigns produces the best results on their objectives and constantly make improvements to better this efficiency.
5.Digital marketing also allows you to customize messages to specific targets and to provide specific and relevant value that builds bonds between brand and consumers much like Johnson & Johnson’s Place2BFree.com focused on young girls.
6. Just like any other marketing digital marketing requires that you set clear objectives on both what the goals of your campaign are - awareness, lead referral, build buzz, etc. - and how you will measure results. Paz presented a Digital Advertising Checklist which you can obtain by contacting him at willie@populicom.com
The internet is not a marketing platform to target teenagers only. Today, all ages and most segments of society have some sort of online presence. Today, groups for new mothers help new parents deal with the fears of having a new born and retirees now seek to connect and inform online.
(summary by Dana Montenegro of SeriouslyCreative - dana@seriouslycreative.com
Panalist:
Guillermo Paz - PopuliCom
Camille Buckhart - Banco Popular
Fernando Orfila - Johnson & Johnson
Despite the title, digital marketing is obviously a reality and one that companies in Puerto Rico need to take seriously and approach with the same sense of professionalism and rigorous process that we apply to the rest of our marketing efforts.
With Guillermo Paz talking about the platforms to be mastered between search marketing, online advertising and social network marketing as well as the importance of doing digital marketing correctly; Camille Buckhart using the example of Banco Popular’s efforts and use of simple and testing of site effectiveness; and Fernando Orfila’s case study at Johnson & Johnson of niche marketing several overarching themes were clear.
1. Digital Marketing must be integrated and strategically aligned with traditional marketing efforts. this doesn’t mean that your TV campaigns must lead what you do online but simple that there must be some form of consistency created and leveraging of cross platform efficiencies while still allowing some digital campaigns to stand alone when the objective (like raising the number of online banking only customers) dictates.
2. Websites and online brand presence is no longer what you hire some talented teenager to do. Instead it is something that must be done professionally and driven by clear objectives, measured using the right metrics and planned out carefully. Paz showed examples where simply details of incorrectly directing people from ads to the wrong link, non-functioning links and poor design often sabotage campaigns and waste resources.
3. The back-end of digital marketing is just as important if not more important that the more tangible and visual design work that goes into creating websites. SEO - Search Engine Optimization - assures that your website has the best chance of being found by the people you seek to attract. In fact, in 2010 it is estimated that some 60% of digital marketing budgets in the U.S. will go to SEO for an overall investment of some $29 billion.
4. Marketers must take advantage of the ease at which you can switch out digital ads or websites to quickly test page efficiency and make changes accordingly. Banco Popular uses this approach to test which designs for online campaigns produces the best results on their objectives and constantly make improvements to better this efficiency.
5.Digital marketing also allows you to customize messages to specific targets and to provide specific and relevant value that builds bonds between brand and consumers much like Johnson & Johnson’s Place2BFree.com focused on young girls.
6. Just like any other marketing digital marketing requires that you set clear objectives on both what the goals of your campaign are - awareness, lead referral, build buzz, etc. - and how you will measure results. Paz presented a Digital Advertising Checklist which you can obtain by contacting him at willie@populicom.com
The internet is not a marketing platform to target teenagers only. Today, all ages and most segments of society have some sort of online presence. Today, groups for new mothers help new parents deal with the fears of having a new born and retirees now seek to connect and inform online.
(summary by Dana Montenegro of SeriouslyCreative - dana@seriouslycreative.com
Friday, October 30, 2009
SME Executive Summary on Nirlmaya Kumar on Marketing As Strategy
In Kumar's experience CEOs don’t focus on Marketing and the four Ps - so important in Marketing courses - are of little interest. Focus is on finances and operations and only what provides profit or is cross functional is really monitored. Marketing is left to the Marketing Managers who - in the eyes of the CEO - usually asks for money and says “trust me.”
And academics have done a poor job of positioning the role of marketing and have not tied it to it’s strategic focus. Today's marketers need to focus away from the low level look at the four Ps and move towards a more strategic alignment between marketing and company objectives.
Kumar instead urges that we look at the Three Vs.
Valued Customer - who you sell to or want to sell to
Valued Proposition - what you offer to them
Value Network - the network through which you deliver value
Case Study ZARA (What makes Zara successful)
The case study focuses on Spanish clothing giant and innovator Zara. From the case study video and people's comments as well as insights from Kumar these are the secrets that have focused Zara's marketing to guide it's strategic decissions.
Secret 1: adjust to the price expectations of your market like in France where consumers will pay more for fashion - leveraging price elasticity and customer expectation.
Secret 2: Constant stream of new styles - produces in small quantities with a constantly changing show room. This brings customers back on regular basis and creates urgency. Scarcity breeds traffic and desire.
Secret 3: Prototype fashions fast so that you can produce them quickly and get them to market to meet the fashion trend at it’s very beginning rather than lagging behind the major fashion houses. This requires having production in Spain (rather than China or Bangladesh) to get these out fast. It also means that they use high cost manufacturing machines to cut and then shop out sewing to small shops in the area.
the marketing objective is to be first to market a clear first mover advantage.
Secret 4: Stores are placed in high-traffic/high-fashion locations which are high cost but allows them to save on advertising deciding instead to use large store windows to do their advertising for them. Part of the ideas here being that image is not created by 30ss TV ads alone.
Secret 5: They manage all details internally right down to the construction of stores that are built by in house crews giving them complete control over their brand image and it's ever important execution.
Secret 6: They keep bureaucracy low which allows them to make quick decisions on new ideas - speed of innovation fostered by low decision making time.
Secret 7: The carefully manage customer experience in the store by highlighting the clothes rather than photos and images to maintain the high-fashion image they seek to communicate.
Results:
Zara has higher margins at almost 15% along with inventory turnover at almost 11%. Multiply these to get the margin on investment you get 150% making them twice as profitable at Gap.
Zara has innovated by challenging many assumptions - not advertising, high cost manufacturing, don’t replenish successful items, own production over outsourcing, tons of designers, copy everything rather than creating new and turn over your shelf every two weeks. Most companies would consider this a recipe for failure. But Zara has moved beyond marketing as advertising and instead use it as their strategy directing who they sell to, what they offer and how they deliver it (customer, proposition and network).
Speaking on another topic Kumar referenced his other book on selling value called VALUE MERCHANTS - A book about B2B - selling from one company to another making the prime consumer the procurement manager who is compensated in how much they save the company.
Here price differences is transparent. The choices are made on quantifiable value measured by costs. This skill is called Customer Value Management and is driven by two things:
1. Delivering superior value to target segments and customer firms
2. Capturing equitable returns - from customers for value delivered
To do this you must be able to “Demonstrate and Document” using data to convince clients to buy your product or service and then - after the sale - documenting the delivery of this value so that they buy again.
To understand this we define value as Difference in Value where your products value minus the price is greater than the same value minus price of the next closest alternative. (V1 - P2) > (V2 - P2) (v is value - P is price)
So how do we provide value. It can be technical, economic, service and social benefits a customer firm receives in exchange for the price it pays for a marketing offering. Things like consolidated invoicing that cut down time doing paperwork to dealing with waste for the customer to save them the time and cost can be given a dollar value and used to justified higher cost.
This understanding of business to business selloing takes us beyond what many were tough in their MBAs. Now we are beyond "don’t sell features sell benefits." Today this has evolved to "don’t sell benefits, sell value."
So how to you show value?
1. List all the value elements of your product or service - time saving, overhead reduction, etc.
2. Decide which competitors market offering to customers in each segment and see which your customer would consider the next best alternative.
3. Re-visit the value elements vs competitors adn find those that favor you.
4. Determine the points of contention in initial customer visits to be sure that what you have value in is what will best influence them.
5. Now collect the date on these points of difference so that you can present them.
For example, a copying machine company competing against Xerox. Their point of difference is that their machines have less paper jams. When converting this to dollar values (number of jams per day x minutes to fix jam with Xerox - our same cost / 60 min per hour x operation wages per hour x annual work days) they found that they could show much more value that Xerox and therefore justify a higher initial price.
The point to consider: How do you value what you provide business clients and how are you making this point to them?
(Summary by Dana Montenegro of SeriouslyCreative: dana@seriouslycreative.com)
And academics have done a poor job of positioning the role of marketing and have not tied it to it’s strategic focus. Today's marketers need to focus away from the low level look at the four Ps and move towards a more strategic alignment between marketing and company objectives.
Kumar instead urges that we look at the Three Vs.
Valued Customer - who you sell to or want to sell to
Valued Proposition - what you offer to them
Value Network - the network through which you deliver value
Case Study ZARA (What makes Zara successful)
The case study focuses on Spanish clothing giant and innovator Zara. From the case study video and people's comments as well as insights from Kumar these are the secrets that have focused Zara's marketing to guide it's strategic decissions.
Secret 1: adjust to the price expectations of your market like in France where consumers will pay more for fashion - leveraging price elasticity and customer expectation.
Secret 2: Constant stream of new styles - produces in small quantities with a constantly changing show room. This brings customers back on regular basis and creates urgency. Scarcity breeds traffic and desire.
Secret 3: Prototype fashions fast so that you can produce them quickly and get them to market to meet the fashion trend at it’s very beginning rather than lagging behind the major fashion houses. This requires having production in Spain (rather than China or Bangladesh) to get these out fast. It also means that they use high cost manufacturing machines to cut and then shop out sewing to small shops in the area.
the marketing objective is to be first to market a clear first mover advantage.
Secret 4: Stores are placed in high-traffic/high-fashion locations which are high cost but allows them to save on advertising deciding instead to use large store windows to do their advertising for them. Part of the ideas here being that image is not created by 30ss TV ads alone.
Secret 5: They manage all details internally right down to the construction of stores that are built by in house crews giving them complete control over their brand image and it's ever important execution.
Secret 6: They keep bureaucracy low which allows them to make quick decisions on new ideas - speed of innovation fostered by low decision making time.
Secret 7: The carefully manage customer experience in the store by highlighting the clothes rather than photos and images to maintain the high-fashion image they seek to communicate.
Results:
Zara has higher margins at almost 15% along with inventory turnover at almost 11%. Multiply these to get the margin on investment you get 150% making them twice as profitable at Gap.
Zara has innovated by challenging many assumptions - not advertising, high cost manufacturing, don’t replenish successful items, own production over outsourcing, tons of designers, copy everything rather than creating new and turn over your shelf every two weeks. Most companies would consider this a recipe for failure. But Zara has moved beyond marketing as advertising and instead use it as their strategy directing who they sell to, what they offer and how they deliver it (customer, proposition and network).
Speaking on another topic Kumar referenced his other book on selling value called VALUE MERCHANTS - A book about B2B - selling from one company to another making the prime consumer the procurement manager who is compensated in how much they save the company.
Here price differences is transparent. The choices are made on quantifiable value measured by costs. This skill is called Customer Value Management and is driven by two things:
1. Delivering superior value to target segments and customer firms
2. Capturing equitable returns - from customers for value delivered
To do this you must be able to “Demonstrate and Document” using data to convince clients to buy your product or service and then - after the sale - documenting the delivery of this value so that they buy again.
To understand this we define value as Difference in Value where your products value minus the price is greater than the same value minus price of the next closest alternative. (V1 - P2) > (V2 - P2) (v is value - P is price)
So how do we provide value. It can be technical, economic, service and social benefits a customer firm receives in exchange for the price it pays for a marketing offering. Things like consolidated invoicing that cut down time doing paperwork to dealing with waste for the customer to save them the time and cost can be given a dollar value and used to justified higher cost.
This understanding of business to business selloing takes us beyond what many were tough in their MBAs. Now we are beyond "don’t sell features sell benefits." Today this has evolved to "don’t sell benefits, sell value."
So how to you show value?
1. List all the value elements of your product or service - time saving, overhead reduction, etc.
2. Decide which competitors market offering to customers in each segment and see which your customer would consider the next best alternative.
3. Re-visit the value elements vs competitors adn find those that favor you.
4. Determine the points of contention in initial customer visits to be sure that what you have value in is what will best influence them.
5. Now collect the date on these points of difference so that you can present them.
For example, a copying machine company competing against Xerox. Their point of difference is that their machines have less paper jams. When converting this to dollar values (number of jams per day x minutes to fix jam with Xerox - our same cost / 60 min per hour x operation wages per hour x annual work days) they found that they could show much more value that Xerox and therefore justify a higher initial price.
The point to consider: How do you value what you provide business clients and how are you making this point to them?
(Summary by Dana Montenegro of SeriouslyCreative: dana@seriouslycreative.com)
SME Executive Summary on Michael Tchong - Social Marketing - “I Want to Tweet You Up”
SME Convention Executive Summaries - 5 min. brief version
Michael Tchong talks about trends that create changes in lifestyle and have long lasting effect. Trends, as different from Fads that come and go quickly with no lasting impact, are major movements, patterns or waves emerging in the consumer lifestyle that ripples through society leaving many subtrends in their wake - called UberTrends by Tchong.
He describes three that, together, bring large social changes to people as well as for marketers seeking to be ahead of them and therefore in touch with the lifestyles of their consumers. The Trends Are:
Digital Lifestyle - peoples growing dependence of online life.
Time Compression - the speed up expectations of people seeking to be informed, connected and in touch at every moment.
Unwired - is a convergence between devices and applications that allows people to manage their lives and get information when and wherever they are.
Take the example of Capt. Sulllenburger who landed the US Airways plane in the Hudson river. If you heard it first on CNN you were too late. The story was broken by a person on Twitter long before mass media knew about it and the first photo was from a passangers iPhone. Even in our Puerto Rican reality this is true. Within 5 minutes of the Cataño Gulf explosion last week Angie and I got the first reports from people on Twitter in Old San Juan and driving near Buchanan a later on Facebook. Some almost 90 hours later the radio stations started to cover it with much less information that we had - we had already seen online photos and video.
These trends driven online with Twitter, Facebook, texting are the norm for younger people who believe that this is just fine to check social networks in the workplace while their older coworkers describe it as Social NOTworking.
Technology in the form of devices are excellence these changes from iPhones, Blackberrys, fashion laptops, netbooks - all give people online access and has lead to people spending much more time in front of rectangular screens leads to “ScreenSucking” - peoples dependence on getting info from screens.
Celebrities social media habits are even on display - Jennifer Aniston breaks up with John Mayer due to his “twitter addiction”. Paula Abdul resigns from American Idol on Twitter.
With all the "apparent" negatives to productivity and attention span their are great advantages. Social media has given people the ability to connect and collaborate in ways never before imagined. If you have ever heard me speak at SeriouslyCreative Space you’ll know that I believe that allowing open communication and creating environments and processes that promote group collaboration are two of the ingredients that drive corporate innovation. Heavy social media use also allows up to get insight into what people are thinking, what trends are emerging and what causes people are clustering around. It also is a way small biz drive people to their business - like Kogi Korean BBQ Taco Truck telling their fans where they are at any moment.
If you want to see this type of research in action go to TWENDZ which shows you what subjects are hot on twitter. Smart marketers are mining this kind of information to take a peek into future trends and fads and launch themselves before them.
So how did we get to where we are today? To a place where our lives are driven by our online presence? Th Trend is called Time Compression.
In 1946 - Ratheon discovers microwave oven introducing people to instant gratification. From them to now we went from a state of mind “I’m doing good” to a state of time “I’m really busy”. Instant gratification focuses on time and where we are in the time stream. This has been the speeding up of time and life passes in a blur. And it has become a kind of status - if you are not busy you are not important.
Just look at books and TV ads - they focus on time: Shrink your waist in 2 weeks, the 8 minute workout, clean floors in seconds, etc.
And it is changing our hobbies. Golf has suffered as less players feel they have the time for 18 holes away from their busy lives.
To make up for the face to face social time we have with people we substitute with Social Networking. We don’t visit as much but we’ll see our friends online - see their photos and read their status on Facebook. And with all these eyeballs on line interactive marketing is growing eventually closing in on 50% of view.
Businesses have taken notice. In the 1980s being category innovation leader was low on CEOs to do lists. But by the late 90s top management strategy focused on business harnessing innovation to become Category Innovation Leader (In a survey 95% of CEOs listed this as a top priority). This has lead business to seek help in innovation and the development of new ideas to satisfy new and constantly on the move consumers. Now some companies have either internal innovation managers or turn to innovation experts like us at SeriouslyCreative to help them navigate their need to create new ideas and new ways forward.
All these changes, all this data and access and lead so many to become Control Freaks - people want to know what is going on, where it is, what is it’s status. FedEx is the perfect example. People are no longer satisfied to know it will arrive tomorrow - where is it at this very minute. GPS tracking devices, Navigation devices let us know exactly where we are giving us control of where we are.
Look at Layer app and Yelp.coms augmented Reality Browsing gives us information about where we are adding information we might want, giving us control of our purchasing decisions based on where we are. And marketers need to start using these applications to add value and provide on demand information with value to consumers. Like Charmin's app to find bathrooms public.
The final trend is UNWIRED - it is about being free from wires and connected to information at the very moment you want it. It is the combination of device and app. How are marketers doing this? They are looking for ways to market not by interrupting you but by providing service or a value added experience. This is the experience marketing trend. They are also using Social Engagements much like the Obama campaign or Twilight books that create events - pushed on line - to bring fans together and allow them to connect.
But nothing in business goes without measurement and social marketing has its metrics. Companies seek out social intelligence using Trackur and other services to know what is the online presence and reputation of brands or to see where consumer conversations are leading to. To this they add data of views, click rates and other numerical data to add direction to context.
THOUGHT STARTER:
digital lifestyle is rewriting the rules of social engagement and marketers need to speak the language of social marketing. The old ways of marketing or simply doing business is rapidly being challenged and companies are now forced to abandoned tried and true ways of marketing or managing. They must now innovate, adopt new and fast moving practices and trends and climb a steep learning curve. So where is your business, what ideas are you generating and how are you using social marketing in your business?
(Summary by Dana Montenegro of SeriouslyCreative: dana@seriouslycreative.com)
Michael Tchong talks about trends that create changes in lifestyle and have long lasting effect. Trends, as different from Fads that come and go quickly with no lasting impact, are major movements, patterns or waves emerging in the consumer lifestyle that ripples through society leaving many subtrends in their wake - called UberTrends by Tchong.
He describes three that, together, bring large social changes to people as well as for marketers seeking to be ahead of them and therefore in touch with the lifestyles of their consumers. The Trends Are:
Digital Lifestyle - peoples growing dependence of online life.
Time Compression - the speed up expectations of people seeking to be informed, connected and in touch at every moment.
Unwired - is a convergence between devices and applications that allows people to manage their lives and get information when and wherever they are.
Take the example of Capt. Sulllenburger who landed the US Airways plane in the Hudson river. If you heard it first on CNN you were too late. The story was broken by a person on Twitter long before mass media knew about it and the first photo was from a passangers iPhone. Even in our Puerto Rican reality this is true. Within 5 minutes of the Cataño Gulf explosion last week Angie and I got the first reports from people on Twitter in Old San Juan and driving near Buchanan a later on Facebook. Some almost 90 hours later the radio stations started to cover it with much less information that we had - we had already seen online photos and video.
These trends driven online with Twitter, Facebook, texting are the norm for younger people who believe that this is just fine to check social networks in the workplace while their older coworkers describe it as Social NOTworking.
Technology in the form of devices are excellence these changes from iPhones, Blackberrys, fashion laptops, netbooks - all give people online access and has lead to people spending much more time in front of rectangular screens leads to “ScreenSucking” - peoples dependence on getting info from screens.
Celebrities social media habits are even on display - Jennifer Aniston breaks up with John Mayer due to his “twitter addiction”. Paula Abdul resigns from American Idol on Twitter.
With all the "apparent" negatives to productivity and attention span their are great advantages. Social media has given people the ability to connect and collaborate in ways never before imagined. If you have ever heard me speak at SeriouslyCreative Space you’ll know that I believe that allowing open communication and creating environments and processes that promote group collaboration are two of the ingredients that drive corporate innovation. Heavy social media use also allows up to get insight into what people are thinking, what trends are emerging and what causes people are clustering around. It also is a way small biz drive people to their business - like Kogi Korean BBQ Taco Truck telling their fans where they are at any moment.
If you want to see this type of research in action go to TWENDZ which shows you what subjects are hot on twitter. Smart marketers are mining this kind of information to take a peek into future trends and fads and launch themselves before them.
So how did we get to where we are today? To a place where our lives are driven by our online presence? Th Trend is called Time Compression.
In 1946 - Ratheon discovers microwave oven introducing people to instant gratification. From them to now we went from a state of mind “I’m doing good” to a state of time “I’m really busy”. Instant gratification focuses on time and where we are in the time stream. This has been the speeding up of time and life passes in a blur. And it has become a kind of status - if you are not busy you are not important.
Just look at books and TV ads - they focus on time: Shrink your waist in 2 weeks, the 8 minute workout, clean floors in seconds, etc.
And it is changing our hobbies. Golf has suffered as less players feel they have the time for 18 holes away from their busy lives.
To make up for the face to face social time we have with people we substitute with Social Networking. We don’t visit as much but we’ll see our friends online - see their photos and read their status on Facebook. And with all these eyeballs on line interactive marketing is growing eventually closing in on 50% of view.
Businesses have taken notice. In the 1980s being category innovation leader was low on CEOs to do lists. But by the late 90s top management strategy focused on business harnessing innovation to become Category Innovation Leader (In a survey 95% of CEOs listed this as a top priority). This has lead business to seek help in innovation and the development of new ideas to satisfy new and constantly on the move consumers. Now some companies have either internal innovation managers or turn to innovation experts like us at SeriouslyCreative to help them navigate their need to create new ideas and new ways forward.
All these changes, all this data and access and lead so many to become Control Freaks - people want to know what is going on, where it is, what is it’s status. FedEx is the perfect example. People are no longer satisfied to know it will arrive tomorrow - where is it at this very minute. GPS tracking devices, Navigation devices let us know exactly where we are giving us control of where we are.
Look at Layer app and Yelp.coms augmented Reality Browsing gives us information about where we are adding information we might want, giving us control of our purchasing decisions based on where we are. And marketers need to start using these applications to add value and provide on demand information with value to consumers. Like Charmin's app to find bathrooms public.
The final trend is UNWIRED - it is about being free from wires and connected to information at the very moment you want it. It is the combination of device and app. How are marketers doing this? They are looking for ways to market not by interrupting you but by providing service or a value added experience. This is the experience marketing trend. They are also using Social Engagements much like the Obama campaign or Twilight books that create events - pushed on line - to bring fans together and allow them to connect.
But nothing in business goes without measurement and social marketing has its metrics. Companies seek out social intelligence using Trackur and other services to know what is the online presence and reputation of brands or to see where consumer conversations are leading to. To this they add data of views, click rates and other numerical data to add direction to context.
THOUGHT STARTER:
digital lifestyle is rewriting the rules of social engagement and marketers need to speak the language of social marketing. The old ways of marketing or simply doing business is rapidly being challenged and companies are now forced to abandoned tried and true ways of marketing or managing. They must now innovate, adopt new and fast moving practices and trends and climb a steep learning curve. So where is your business, what ideas are you generating and how are you using social marketing in your business?
(Summary by Dana Montenegro of SeriouslyCreative: dana@seriouslycreative.com)
Fotos Convención
Vean algunas fotos de miercoles y jueves tomadas por una Angie Latorre. http://www.facebook.com/album.php?aid=168314&id=655891220
Thursday, October 29, 2009
Premios Excelencia en Mercadeo SME - Y aquí los ganadores!!!
The votes have been cast and counted and the winners are in here at the Rio Mar Beach Resort & Spa at the 8va. Convención del SME Puerto Rico. With excellent entries in consumer goods, service providers and communications the over 240 SME members and convention goers used Rock Solid's Responsive Innovations ResponseCard(R) technology touch pads (www.rocksolid.com) to choose between the competing brands.
The categories and nominees are:
CONSUMER GOODS:
Honey Nut Cheerios
Medalla Light
Oscar Meyer
SERVICE INDUSTRY:
Centro de Recarga Cualquier Prepago
Doral
Triple-S Directo
COMMUNICATIONS:
T-Mobile
Doral - Museo del Arte
Triple-S
ALTERNATIVE MARKETING
CBS Outdoor (billboards)
Ci2i Media (handrail ads)
PROMOTIONS
Kraft Foods - Chips Ahoy
Gerber
Roca Wear 9IX
And the winners are......
CONSUMER GOODS: Oscar Meyer
SERVICE INDUSTRY: Doral
COMMUNICATIONS: T-Mobile
ALTERNATIVE: CBS Outdoor - Billboards
PROMOTIONS: Roca Wear 9IX
Congratulations to everyone who participated! Photos coming soon.
(Follow us on Twitter to get up to the minute updates on what is happening at the Convention. www.twitter.com/convencionSME)
The categories and nominees are:
CONSUMER GOODS:
Honey Nut Cheerios
Medalla Light
Oscar Meyer
SERVICE INDUSTRY:
Centro de Recarga Cualquier Prepago
Doral
Triple-S Directo
COMMUNICATIONS:
T-Mobile
Doral - Museo del Arte
Triple-S
ALTERNATIVE MARKETING
CBS Outdoor (billboards)
Ci2i Media (handrail ads)
PROMOTIONS
Kraft Foods - Chips Ahoy
Gerber
Roca Wear 9IX
And the winners are......
CONSUMER GOODS: Oscar Meyer
SERVICE INDUSTRY: Doral
COMMUNICATIONS: T-Mobile
ALTERNATIVE: CBS Outdoor - Billboards
PROMOTIONS: Roca Wear 9IX
Congratulations to everyone who participated! Photos coming soon.
(Follow us on Twitter to get up to the minute updates on what is happening at the Convention. www.twitter.com/convencionSME)
SME Executive Summary on Cliff Quicksell - Marketing and Selling Creatively in Today’s Turbulent Times
The Pendulum is swinging back and as the economy recovers people will begin to buy again. But now they are going to be more cautious about where they spend their money, they will want to measure value and it will take some creative marketing to convince these consumers. This is the basic premise of Cliff Quicksell’s speech on Creative Marketing. The challenge for all marketers, he says, is to be different, stand out and be unique and the only way this happens is if you embrace a health does of risk taking and creatively engage consumers. “If you are not working creatively you are going to have a problem.”
Quicksell points out a long list of reasons companies and executives shy away from being creative from always trying to find the right answer rather than looking at all possibilities, pre-conceived and self imposed limits and rules, a self-fulfilling believe that only some people are creative and logic only thinking. But the one that he seemed to come back to several times was risk-aversion - or more plainly said: Fear. People have a fear of failure and of being wrong or perceived foolish which keeps them from suggesting the creative and out-of-the-box ideas that would otherwise get the most impact for the spend.
And it is this out of the box thinking that clients, customers and partners are looking for. In his top 10 client wants out of a strategic partnership “excellent creative,” “Ability to think outside the box” and “ability to measure ROI and ROO (return on objective) where numbers 4, 5, and 7 respectively supporting his point that results that can be measured are what defines great creativity.
From his presentation I came up with five principles:
1. Creativity comes when you train your brain to see things from a new perspective and seek opportunity as opposed to limits.
2. It is important to stay ahead of the curve and of trends but all great marketing is built upon basics - such as simply asking your clients directly what they are looking for.
3. Asking questions (of clients, yourself) opens you up to the opportunities and possibilities you are looking for out of creativity.
4. Great creative messages engage consumers, appeal to emotions, are targeted at very specific groups of people and surprise.
5. You must be willing to take some risk.
The benefits of being the creative driver in your organization are great. From being the the problem solver, seen as the innovator, a positive risk-taker, sought after expert and the provider of more than one solution.
The example of open and free creative thinking, he says, is that of children who can see a simple box as a multitude of things from a rocket ship, a doll house and a fort. The example we are to take is that whatever our challenge there are many possible solutions if we are just willing to imagine new approaches.
In closing, Quicksell urges that we look for different ways to to promote our brands, live our passions and “get off our duffs and do something.”
(Summary by Dana Montenegro of SeriouslyCreative: dana@seriouslycreative.com)
SME Convention Executive Summaries - 5 min. brief version
(SME Convention Executive Summaries are recaps created by SME members on the speakers at the 2009 Convention. They are meant to help you, the SME member, recall and apply the key learnings from the speakers and provoke discussion. Please feel free to leave comments.)
Quicksell points out a long list of reasons companies and executives shy away from being creative from always trying to find the right answer rather than looking at all possibilities, pre-conceived and self imposed limits and rules, a self-fulfilling believe that only some people are creative and logic only thinking. But the one that he seemed to come back to several times was risk-aversion - or more plainly said: Fear. People have a fear of failure and of being wrong or perceived foolish which keeps them from suggesting the creative and out-of-the-box ideas that would otherwise get the most impact for the spend.
And it is this out of the box thinking that clients, customers and partners are looking for. In his top 10 client wants out of a strategic partnership “excellent creative,” “Ability to think outside the box” and “ability to measure ROI and ROO (return on objective) where numbers 4, 5, and 7 respectively supporting his point that results that can be measured are what defines great creativity.
From his presentation I came up with five principles:
1. Creativity comes when you train your brain to see things from a new perspective and seek opportunity as opposed to limits.
2. It is important to stay ahead of the curve and of trends but all great marketing is built upon basics - such as simply asking your clients directly what they are looking for.
3. Asking questions (of clients, yourself) opens you up to the opportunities and possibilities you are looking for out of creativity.
4. Great creative messages engage consumers, appeal to emotions, are targeted at very specific groups of people and surprise.
5. You must be willing to take some risk.
The benefits of being the creative driver in your organization are great. From being the the problem solver, seen as the innovator, a positive risk-taker, sought after expert and the provider of more than one solution.
The example of open and free creative thinking, he says, is that of children who can see a simple box as a multitude of things from a rocket ship, a doll house and a fort. The example we are to take is that whatever our challenge there are many possible solutions if we are just willing to imagine new approaches.
In closing, Quicksell urges that we look for different ways to to promote our brands, live our passions and “get off our duffs and do something.”
(Summary by Dana Montenegro of SeriouslyCreative: dana@seriouslycreative.com)
SME Convention Executive Summaries - 5 min. brief version
(SME Convention Executive Summaries are recaps created by SME members on the speakers at the 2009 Convention. They are meant to help you, the SME member, recall and apply the key learnings from the speakers and provoke discussion. Please feel free to leave comments.)
Tuesday, October 27, 2009
8va. Convención del SME Puerto Rico - Agenda
Aquí un resumen de precios y actividades. Para información adicional, inscripciones etc. Favor comunicarse: reservaciones@SMEPR.com t. 787-764-8595
accede: www.convencionSME.com
twitter: ConvencionSME
DÍA 1 JUEVES VESTIMENTA: CASUAL ELEGANTE (NO TENIS NI PANTALONES CORTOS) - 29 DE OCTUBRE DE 2009
Conferencia: “Marketing and Selling Creatively in Today’s Turbulent Times…unleashing the creativity within YOU!” por Cliff Quicksell
(Incluye almuerzo)
Socios SME: $ 125.00
Público general: $ 160.00
Premios Excelencia en Mercadeo
Socios SME: $ 50.00
Público general: $ 80.00
DÍA 2 VIERNES VESTIMENTA: CASUAL ELEGANTE (NO TENIS NI PANTALONES CORTOS) - 30 DE OCTUBRE DE 2009
Conferencia: “I Want to Tweet You Up” por Michael Tchong
Socios SME: $ 125.00
Público general: $ 160.00
Conferencia: “Marketing as Strategy: Creating and Communicating Customer Value” por Nirmalya Kumar
(incluye almuerzo)
Socios SME: $ 200.00
Público general: $ 230.00
Panel: La Creatividad ante la Situación Actual
Socios SME: $ 50.00
Público general: $ 80.00
Actividad Social: Baile de Disfraces
Socios SME: $ 75.00
Público general: $ 100.00
DÍA 3 SÁBADO VESTIMENTA: CASUAL ELEGANTE (NO TENIS NI PANTALONES CORTOS) - 31 DE OCTUBRE DE 2009
Conferencia: "Sustaining Sales Brilliance in Times of Change" por Simon T. Bailey
Socios SME: $ 195.00
Público general: $ 225.00
Gala “Top Management Awards (TMA)”
* Vestimenta: Formal (Estricta etiqueta y traje largo)
Invitados: $ 225.00
DÍA 4 DOMINGO VESTIMENTA: CASUAL - 1 DE NOVIEMBRE DE 2099
Actividad familiar
1 niño hasta 17 años: $ 15.00
2 niños hasta 17 años: $ 30.00
3 niños hasta 17 años: $ 45.00
4 niños hasta 17 años: $ 60.00
Socios SME: $ 45.00
Público general: $ 65.00
accede: www.convencionSME.com
twitter: ConvencionSME
DÍA 1 JUEVES VESTIMENTA: CASUAL ELEGANTE (NO TENIS NI PANTALONES CORTOS) - 29 DE OCTUBRE DE 2009
Conferencia: “Marketing and Selling Creatively in Today’s Turbulent Times…unleashing the creativity within YOU!” por Cliff Quicksell
(Incluye almuerzo)
Socios SME: $ 125.00
Público general: $ 160.00
Premios Excelencia en Mercadeo
Socios SME: $ 50.00
Público general: $ 80.00
DÍA 2 VIERNES VESTIMENTA: CASUAL ELEGANTE (NO TENIS NI PANTALONES CORTOS) - 30 DE OCTUBRE DE 2009
Conferencia: “I Want to Tweet You Up” por Michael Tchong
Socios SME: $ 125.00
Público general: $ 160.00
Conferencia: “Marketing as Strategy: Creating and Communicating Customer Value” por Nirmalya Kumar
(incluye almuerzo)
Socios SME: $ 200.00
Público general: $ 230.00
Panel: La Creatividad ante la Situación Actual
Socios SME: $ 50.00
Público general: $ 80.00
Actividad Social: Baile de Disfraces
Socios SME: $ 75.00
Público general: $ 100.00
DÍA 3 SÁBADO VESTIMENTA: CASUAL ELEGANTE (NO TENIS NI PANTALONES CORTOS) - 31 DE OCTUBRE DE 2009
Conferencia: "Sustaining Sales Brilliance in Times of Change" por Simon T. Bailey
Socios SME: $ 195.00
Público general: $ 225.00
Gala “Top Management Awards (TMA)”
* Vestimenta: Formal (Estricta etiqueta y traje largo)
Invitados: $ 225.00
DÍA 4 DOMINGO VESTIMENTA: CASUAL - 1 DE NOVIEMBRE DE 2099
Actividad familiar
1 niño hasta 17 años: $ 15.00
2 niños hasta 17 años: $ 30.00
3 niños hasta 17 años: $ 45.00
4 niños hasta 17 años: $ 60.00
Socios SME: $ 45.00
Público general: $ 65.00
Friday, October 23, 2009
Spot TV para la Convención
Esperamos verlos allí.
http://www.youtube.com/watch?v=c64zm90hHNE
para reservaciones/taquillas llamar: 787-764-8595
www.convencionsme.com
http://www.youtube.com/watch?v=c64zm90hHNE
para reservaciones/taquillas llamar: 787-764-8595
www.convencionsme.com
Bienvenidos a nuestro BLOG
Estimado amigo:
Te doy la mas cordial bienvenida a éste: nuestro Blog.
Hemos creado el mismo con motivo de nuestra Convención 2009 a llevarse a cabo en Río Mar desde el 29 de octubre al 1ro de noviembre (la semana que viene), pero esperamos se convierta en un canal íntimo para compartir contigo día a día.
No tienes idea del mar de emociones que pasa por mi corazón al estar nuestra Convención a la vuelta de la esquina. Hemos planificado la misma con tanto esmero y pasión para poder incluir: oradores de renombre internacional, Premios Excelencia en Mercadeo y los Top Management Awards para reconocer el trabajo espectacular de nuestros profesionales, exhibidores dinámicos, actividades sociales de show, continuas oportunidades de “networking,” programas para estudiantes... y mucho, mucho más.
Manténte conectado antes, durante y después de la convención.
Canal príncipal: Síguenos en twitter: http://twitter.com/convencionsme
Facebook: 8va. Convención SME 2009 http://www.facebook.com/group.php?gid=43475611063&ref=ts
Para más información, no dudes en llamarnos al 787-764-8595 o visítanos en la web: http://www.convencionsme.com/
Recuerda que para nosotros en SME; tu éxito es nuestra misión.
Espero verte y saludarte personalmente en la Convención.
Cariñosamente,
Olga Rivera
Presidenta
SME Puerto Rico
Te doy la mas cordial bienvenida a éste: nuestro Blog.
Hemos creado el mismo con motivo de nuestra Convención 2009 a llevarse a cabo en Río Mar desde el 29 de octubre al 1ro de noviembre (la semana que viene), pero esperamos se convierta en un canal íntimo para compartir contigo día a día.
No tienes idea del mar de emociones que pasa por mi corazón al estar nuestra Convención a la vuelta de la esquina. Hemos planificado la misma con tanto esmero y pasión para poder incluir: oradores de renombre internacional, Premios Excelencia en Mercadeo y los Top Management Awards para reconocer el trabajo espectacular de nuestros profesionales, exhibidores dinámicos, actividades sociales de show, continuas oportunidades de “networking,” programas para estudiantes... y mucho, mucho más.
Manténte conectado antes, durante y después de la convención.
Canal príncipal: Síguenos en twitter: http://twitter.com/convencionsme
Facebook: 8va. Convención SME 2009 http://www.facebook.com/group.php?gid=43475611063&ref=ts
Para más información, no dudes en llamarnos al 787-764-8595 o visítanos en la web: http://www.convencionsme.com/
Recuerda que para nosotros en SME; tu éxito es nuestra misión.
Espero verte y saludarte personalmente en la Convención.
Cariñosamente,
Olga Rivera
Presidenta
SME Puerto Rico
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