February 2, 2007
George's Going to Market: Getting Buy-In
Todd's Tidbits: Tulum in Twenty Minutes
Greetings!
Tempting as it is to write about Da Bears, I think we should let the game speak for itself on Sunday, don't you? Bears 34 - Colts 24. Done.
So, let's play a little Bookshelf Roulette! As themed columns go, this has been hugely popular and I invite any of our readers to contribute their own versions as guest columnists!
Basically, for you new readers, I grab some books off my shelf, open them to a random page and pull out a nugget within 30 seconds or so of skimming. Surprisingly, it works!
| "At the core of every successful conversation lies the free flow of relevant information. People openly and honestly express their opinions, share their feelings, and articulate their theories. They willingly and capably share their views, even when their ideas are controversial or unpopular." Crucial Conversations Kerry Patterson, Joseph Grenny, Ron McMillan & Al Switzler |
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| The Ease of Changing Competencies (excerpted from a larger chart) Relatively Easy to Change Risk Taking, Education, Experience, Self-Awareness, Communications–Oral, Communications–Written, Political Savvy Harder but Doable Judgment, Strategic Skills, Resourcefulness, Independence, Likability, Listening, Negotiation Skills Very Difficult to Change Intelligence, Analysis Skills, Creativity, Integrity, Passion, Energy, Ambition, Tenacity, Assertiveness |
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Topgrading |
| "...Thus when the Wizard of Menlo Park (Thomas Edison, as referenced earlier) called invention 10 percent inspiration and 90 percent perspiration, he was speaking not only about the creative act of inventing but also about the whole inventive process needed to bring more than intellectual success. Edison warned against discouragement during the perspiration phase in the following way, reminding us that we get things to work by the successive removal of bugs: 'Genius? Nothing! Sticking to it is the genius! Any other bright-minded fellow can accomplish just as much if he will stick like hell and remember nothing that's any good works by itself. You've got to make the damn thing work! . . . I failed my way to success.'" |
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| The Evolution of Useful Things Henry Petroski |
Wish I had a book by Papa Bear, but his spirit will be with us on Sunday. Go Bears!
Tim Padgett
tim@peppergroup.com
“I want to be remembered as the guy who gave his all whenever he was on the field.”
—Walter Payton
“If God had wanted man to play soccer, he wouldn't have given us arms.”
—Mike Ditka
“Nobody who ever gave his best regretted it.”
—George Halas
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Pepper Group in Crain's–Again
At the Pepper Group, we love to create a buzz. In fact, even Crain’s Chicago Business recognized our ability to generate incredible results for one of our clients without investing a dime in traditional advertising.
How did we do it? Viral Marketing.
The Pepper Group team got the buzz going by sending free samples of our clients’ new product, the BRUGO mug, to the authors of selected coffee and gadget blogs—stoking the flames with follow up contacts and a powerful online video.
The enthusiasm for BRUGO spread like wildfire, culminating in a listing as one of Men’s Health’s Top 100 Gifts for Men and a plug on Good Morning America! The word-of-mouth campaign has been so successful the product is on track to hit $1 million in sales in the first 18 months!
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George's Going to Market: Getting Buy-In
Here we are. Already an entire month into 2007. By now,
many New Year’s Resolutions are already history. Our professional resolutions, however (also known to us marketers as marketing plans), are hopefully just revving up!Like those New Year’s Resolutions, marketing plans often fail due to a lack of commitment. But in this case the lack of commitment is usually not from the one who made the plan, it’s from the rest of the company who needs to buy into it and fully support it.
You and your marketing team can develop the most ingenious, creative and optimistic plan, but in order to execute it, you need the support of others—sales, finance, manufacturing, engineering and executive management. Without the formal authority to demand they support your plan, how do you generate the cooperation you need?
Tres Roeder is a consultant specializing in change management. He recently released a whitepaper entitled How to Sell Big Ideas. In it, he applies his experience in effecting organizational change to the concept of getting buy-in. If you’re looking to garner support for your big plans, take a moment to download the PDF.
And if you’re looking for some huge new ideas that will be more-than-worthy of massive support, just call the Pepper Group!
Good Luck!
George Couris
george@peppergroup.com
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Todd's Tidbits: Tulum in Twenty Minutes
Whenever someone mentions having to go on a weeklong business trip to an exotic location like Cancun, Mexico, most people exclaim “Wow, must be rough!” Peppers Tim, Sarah and I had been on the “traveling” side of that conversation for the past couple of months and when the trip finally occurred last week, we definitely earned our keep with a LOT of hours and hard work.
As a reward for a job well done though, we stayed an extra 24 hours to relax and explore our surroundings. Having been near Cancun last year on her honeymoon, Sarah opted for the “relax” portion while Tim and I chose to explore. We were very fortunate to have had two wonderful guides for our next action-packed 12 hours: Steve Matuszak and Mardy Baker from the Chicago Comedy Company. We had hired Steve and Mardy to be on location with us, helping provide live entertainment for the sales conference and they offered to share their years of Caribbean experience afterwards.
After a 45-minute drive south, we dove into a couple of hours of amazing snorkeling in the coral reefs of Puerto Morelos. Blue tangs, eagle rays, pompano, squid, barracuda, eel and jelly fish all made it hard for me to remember to breathe through that snorkel. After a quick lunch in Playa del Carmen, we kept heading south another hour to peruse the ancient Mayan ruins of Tulum.
Unfortunately, we arrived in the Tulum parking lot at 4:30 to discover that they would be closing at 5:00. The keeper-of-the-tram refused to take us down the 1 km dirt road to the entrance so Steve sprinted ahead of us to procure our last-minute tickets. English-speaking tour guides were nowhere to be found so Steve put on his guide hat and we bolted for the limestone gates!
Thus began one of the best twenty minutes of my life as we gawked at the remains of the mysteriously constructed coastal city that thrived during the 14th century. Tulum is unique among Mayan cities because of the stone walls protecting it from outsiders. Two buildings really stood out, the Temple of the Frescoes and El Castillo. The Temple of the Frescoes still had some colors remaining from the original fresco artwork and the carved relief sculptures on the exterior were amazing.
Perched on Tulum’s highest cliff, El Castillo is the castle that was used as a watchtower and a lighthouse for the city. Unfortunately, this structure—which begs to be climbed—is now roped off because of increased tourist traffic so we weren’t able to see things as closely as I’d hoped. Along the east edge of the city is a gorgeous cliff overlooking the Caribbean Sea. A staircase down to the beach was beyond the time limits of our crash course, but if I can manage a return trip, I’ll definitely make it down to the water.
Twenty minutes in Tulum is better than hours at most other places on the earth so if you get a chance to see this marvel yourself, don’t pass on the opportunity.
Todd Underwood
todd@peppergroup.com
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