In the MB garden conference room resides a fishbowl filled with a mass of white marbles. Mixed in with the white marbles are a few prized green marbles. It is meant to be a constant reminder that in communications, it is important to be thinking of your specific targets (the green marbles for the purpose of this story) when putting together a communications strategy or campaign. If your goal is to communicate only to a specific audience, you need messaging and delivery tactics specific to reaching, engaging and motivating that group.
The fishbowl is a simple visual cue about aligning the right messaging and delivery tools for the specific audience and its needs. Think of paying $5.00 to reach the broad universe of marbles when you really only needed to spend enough to reach the green marbles. Not efficient. Even worse, think of choosing the wrong delivery tactic—like a video accessible by the broad public—when all you really needed was a direct communication to a specific group.
Today, the fishbowl reminds me that YouTube, much like the Wall Street Journal or USA Today, is not the right delivery tool for all messages. And, viral video might not be what every brand needs.
A recent (local) example of poor alignment of messaging/delivery to audiences
In preparation for the Super Bowl, the Indiana Convention and Visitors Association (ICVA) was tasked with communicating with a set group of meeting planners to market the city’s hospitality offerings. They needed something quirky to catch the meeting planners’ attention at an upcoming convention. They chose to create a quick and silly video of local hospitality workers dancing and singing to the tune of the 1985 Super Bowl Shuffle.
While very cheesy and arguably not a high-quality production, the video has received good marks from meeting planners who indicate it got their attention and served its purpose. However, (here comes the mistake) someone took their eye off the fishbowl and thought, “Wouldn’t it be cool if this were on YouTube and went viral?”
Well, no. It wouldn’t be cool. It got Indianapolis residents up in arms about how ridiculous the video makes Indianapolis look based on its extreme “cheesy-ness.” In fact, the local market reacted in a very big way with a collective “Boooooooo.”
Indianapolis was never the intended audience. And, therefore, public distribution on YouTube was not the right delivery method. Someone saw a shiny object and diverted attention from the green marbles.
A group of Indianapolis citizens immediately created a Facebook petition to have the video removed. The ICVA quickly responded and removed the video from YouTube. Since then, meeting planners have continued to endorse the video as a good hospitality-selling tool, though the local market still thinks it makes the city look silly.
Take a lesson from the fishbowl and keep your messaging and tactics aligned with your audiences. Otherwise, you might just lose your marbles.
Related links:
Blog post from Jeff Robinson at Doing Indy, who takes credit for the idea and leading the creation of the video.
Local TV news coverage, from WRTV6.
Local newspaper editorial response, from the Indianapolis Star.
Tags: Commentary, Communication, current events, Events, Indiana, Indianapolis, Marketing, online, PR, Public Relations, social media, social media marketing, Super Bowl, Super Bowl 2012, video, viral video, YouTube
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A few weeks ago, a colleague and I were invited to tour the Midwest’s largest collection of solar panels, which happen to be atop Indianapolis’ Major General Emmett J. Bean Federal Center. The 1.6 million square-foot building includes 6,152 photovoltaic panels that generate approximately two megawatts of renewable energy, which can heat all the water in the facility’s bathrooms and offset seven percent of its electricity use.
A portion of the roof is also dedicated to a solar test lab that examines the performance of four different solar panel technologies. The data collected will help researchers from the U.S. Department of Energy and General Services Administration (GSA) identify which panels are best suited for the Midwest based on the region’s temperature, humidity, precipitation, amount of sunshine and other meteorological elements.
Following our tour of the roof, GSA administrator Martha N. Johnson mediated a panel discussion about solar power’s potential in the Midwest. “Across the country, GSA is investing in innovative technologies to save taxpayer dollars and invest in the jobs of the 21st century. In addition to supporting manufacturing jobs in solar panel factories, investment in solar technology creates highly skilled, green-collar careers in construction, design, and installation that are central to America’s energy independence and the continued strength of our nation’s clean-energy economy,” said Johnson.
It’s good to know Indianapolis is leading the way in alternative energy research for the region. It will be interesting to find out how the research on the different solar applications—in the test lab—impacts the type of solar technology used in the future. Since we’re fortunate enough to have four distinct seasons in Indiana, this area should be a good test for solar.
Of course, there’s no shortage of sunshine and heat at the moment.
Tags: Commentary, current events, energy, green, Indiana, Indianapolis, photovoltaic panels, solar energy, solar panels, sustainability
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A few weeks ago, I had a birthday (never mind which one). Suffice it to say that at my age, I know what falls within my comfort zone, and I’ve done a very good job of staying within those boundaries. I was content, healthy and chugging right along, without much thought for doing anything new and different.
Then my best friend decided to get certified to SCUBA dive and dared me to do the same. His motivation is to dive the Spanish wrecks off the coast of Florida, find treasure and retire. He may be a bit off his rocker, but he is my best friend, and when he dared me to get certified, I couldn’t just say no. I’m not one to back down from a challenge!
So down to Diver’s Supply Indy I went to get registered for the class. (As an aside, I was amazed to learn there are so many dive shops in land-locked Indianapolis. Who knew?) I purchased the required mask, snorkel and fins (not “flippers,” as I was so reprimanded), collected my packet of instructional materials, filled out the medical form and got ready to dive.
My first thought, as I looked around at my four other classmates, was that I could have given birth to each and every one of them. They were all young, and their motivations for taking the class revolved around upcoming weddings and honeymoon trips in the Caribbean, while mine revolved around being able to one-up my best buddy.
Dr. Fred, a retired pediatrician, accomplished diver and really nice guy, led our class by starting with an overview of what we would learn, how much fun it would be and told us to be ready to get wet the next week. I was a bundle of nerves just thinking about it – I guess it’s that comfort zone rearing its ugly head.
So, nerves and all, I read the material, watched the DVD, learned how to assemble and use the staggering amount of equipment needed to keep me alive under the sea (a really important lesson), and I found that I was really enjoying myself! I quickly realized that my age is actually an asset, as I have survived some hard things and SCUBA is not really one of them. It is a challenge, but it is one that I know — through the experience and confidence that comes with age — I can meet!
My oldest son turned 21 earlier this week. His birth pushed me outside that same comfort zone all those years ago, and it was one of the best things that has ever happened to me. I don’t consider getting certified to SCUBA dive to be of the same significance as raising a child, but both required a leap into the unknown.
Through this, I’ve reminded myself not to be afraid, and I encourage you to do the same. Don’t think you’re too old and don’t sell yourself short. What are you doing to extend your comfort zone and push yourself to new heights in your life?
Image via Diver’s Supply Indy
Tags: employees, fun, health, Indianapolis, things to do
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Full disclosure: I’m a proud Butler University alumna whose desk is decorated with plenty of BU paraphernalia. The post you’re about to read has not been written by an objective author.
Butler Blue 2, Butler University’s charismatic English Bulldog mascot, has embraced national-celebrity status and is putting his personality to work in promoting the University. What began several years ago as a blog and collection of cute videos has now become a top-notch integrated social-media campaign that is engaging fans – including potential students and donors – around the country.
He blogs. He Tweets. He connects with fans on Facebook. He has his own photo stream on Flickr. A live webcam allows fans to check in on him during the day while he’s at work. He even has his own channel on YouTube.
Blue 2 first earned national attention when Butler surprised the nation by becoming the Cinderella team of last year’s NCAA Men’s Basketball Tournament. With the tournament being held in Indianapolis that year – Blue 2’s hometown – he was able to easily attend the games, as he does regularly on campus at historic Hinkle Fieldhouse.
Fast forward 11 months, and the NCAA ruled that he would not be allowed to attend this year’s early-round games. The rule says no live mascots are allowed in the first few rounds. A maelstrom of fan disappointment ensued, and the University communications team admirably leveraged that support. They created Blue 2 masks for fans to print out and wear to the game to show their support of their mascot, protest his exclusion, and allow Blue 2 to be there in spirit.
When Butler made it into the Final Four, the NCAA decided he would be allowed to travel to Houston to participate in the festivities and support his team. In the spirit of a true celebrity, Blue 2 shared the announcement with his 4,500+ followers on Twitter and Facebook.
Local and national media alike have jumped on board, interviewing him (and his “dad”, Michael Kaltenmark, Director of Web Communications), covering his 7th birthday party thrown by the University, even following him through his pre-travel pampering session (which included a bath and pedicure). National entertainment-network TMZ has even been profiling the happy dog’s movements. (ESPN’s Kenny Mayne doesn’t appear to be a fan, but he’s one of the very few.)
Butler’s marketing efforts during March Madness have extended well beyond Blue 2, though he has arguably become the University’s second-most sought-after spokesperson, er, dog, following members of the basketball team, of course. After each win, alumni received eblasts within hours that included printable posters (to show your spirit at the office), trivia contests for prizes, viewing-party information, and an invitation to send fan photos that would be shared through the various alumni social-media accounts.
Word has it that the students who man the school’s telemarketing efforts have been especially active this week, too, looking to capitalize on the spirit and capture monetary support for the University.
Kudos to Butler University for embracing these opportunities and using it to promote the school. They’re showing what a truly integrated marketing campaign can do for an organization, and we could all learn something by following along.
Butler Blue 2 has managed to master social media, and he doesn’t even have thumbs.
(And I can’t finish this without saying GO BULLDOGS!)
Tags: basketball, blogging, Butler, Butler Blue 2, Butler University, Commentary, Communication, current events, Events, Facebook, Final Four, fun, Indiana, Indianapolis, Marketing, NCAA, Public Relations, social media, social media marketing, Twitter
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A few days ago, I caught another ad for the Indiana Experience, an exhibit at the Indiana Historical Society in downtown Indianapolis. The ad reminded me of how much I enjoyed the exhibit when I had a chance to visit it a few months ago. If you’re looking for a fun afternoon in Indianapolis, I recommend it.
The exhibit essentially has three parts and becomes progressively more immersive as you go.
1. Whet your whistle with introductory videos
To ease you into the historical mindset, the first part is comprised of short video presentations about buildings, monuments and points of interest in Indianapolis and the state. You learn fascinating facts about Monument Circle, the Circle Theater and other points of interest. (Did you know the theater used to be a movie house, fell into disrepair in the 1970s and was almost demolished?)
2. Let your fingers do some walking through local history
The second part of the exhibit is interactive. You sit in front of a choice of touch screens and can explore the history of famous landmarks throughout the state. A map of Indiana with its counties highlighted allows you to first pick a county (your own, perhaps?), then select from various points of interest located in that county. I went to the Indiana Experience with a friend, and we had a blast learning about the special landmarks in our home counties and throughout the state. We could easily have spent much more time in this section.
3. See it for yourself, firsthand
The third part of the exhibit is called “You Are There” and provides three “destinations” in time. For each one, you step into a photo projected on a veil of mist, then walk into a room with props and actors recreating the scene. My favorite of the three scenarios on exhibit when I visited was an old grocery store during World War II. I was handed a ration book and a shopping list and told to do my shopping at the store as one would in 1945. Interestingly, I discovered that while my shopping list included “Cheerioats,” the only boxes on the shelf were labeled “Cherrios.” The shopkeeper explained (while in character) that the cereal manufacturer had just recently (in 1945) shortened the name to Cheerios. My shopping list also called for sugar, of which there was none on the shelves. I was told by the shopkeeper I would most likely have to alter my recipes or tastes to use corn syrup instead, which was more plentiful in wartimes.
I found the simplicity of the shopping experience itself to be very interesting. The shop was small, and the conversation with the shopkeeper was lively. I’d like to think that was the way it was in 1945, as well. Can you recall the last time you bought groceries and had a meaningful conversation with the checkout associate? In today’s world of super stores, it was refreshing to imagine a simpler time when you went to the store for more than just Cheerios and sugar. You went for the conversation, too. It makes me wonder: perhaps our “super size” world is yet another contributing factor to the growing popularity of social media? It’s the new place to meet, chat and connect.
Whether you want a glimpse into our state’s past, or you’re looking to just enjoy a fun day with family or friends, consider a visit to the Indiana Experience exhibit at the Indiana Historical Society. The exhibit now includes the new “You Are There 1968: Robert F. Kennedy Speaks,” which may give me a reason to visit this interactive exhibit again.
For more information, visit http://www.indianahistory.org.
Tags: Commentary, current events, fun, history, Indiana, Indiana Historical Society, Indianapolis, local, social media, staff
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May 17, 2012—The faces of MB
