Wednesday, March 22, 2017

What Is Your Headline and Does It Tell Your Story?

Almost no one (except my true and loyal friends) read my blog last week. In case you don't remember it (because you probably didn't read it), here was the headline: "Brand DNA Curated Through Bespoke Ideation."  
It was very intentional, and I didn't expect that many would read past the headline. Why? Because it had absolutely no meaning. Yes, it had buzzwords. Individually those words are being used a lot. Together, they made no sense. Yet in every presentation I see those words repeated over and over again. Getting to the point, why would I want to illustrate uselessness?
Because if you don't understand someone's point in a blog, you don't read it. And the headline is the first announcement of what the "story" is all about. Words are to be used intentionally and should be easily understood. In writing, and while spoken. Of course it's hard to evaluate why people stop reading, but it's very observable when they stop listening. And if they don't understand what you are saying, they definitely stop listening.
As a child I was brought up in a household of non-English speaking immigrants. Their friends were from all over the world, and they, too, didn't speak English. Or, at least at first. So me, going to school in the U.S. did speak English, but I learned that to communicate with my parents and their friends, I had to speak slowly and clearly and use words that were easily understandable. Notice I didn't say speak more loudly, which always amuses me, as people tend to think that being loud they can be more easily understood. 
Back to the point and fast forward many years. I have the opportunity to speak to many international audiences, and those lessons serve me well. I speak slowly and carefully, and I speak in first, headlines and then I tell stories. By doing that, I am easily understood. I give the non-English speaking person time to listen and absorb first the headline, then the story. Because, everyone, it is not all about what you want to say. It's about what you want "them" to understand.
Now that works when everyone speaks the same language, too. My tips:
  • Always speak slowly.
  • Always have a headline.
  • Always use words that anyone can understand.
  • Stop and give some pause-and-reflect time, even if only for seconds.
  • Don't use useless and meaningless words of no substance or no one will read your blog either.
Andrea Michaels is the founder and president of Extraordinary Events, a Los Angeles-based, international event agency, and the author of Reflections of a Successful Wallflower: Lessons in Business; Lessons in Life.  Andrea may be contacted via amichaels@extraordinaryevents.com



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Wednesday, March 8, 2017

BRAND DNA CURATED THROUGH BESPOKE IDEATION

So you are probably reading this title and asking yourself "what the heck does she mean?" AHA! Mission accomplished. I have no clue what this means yet every piece of marketing material and every presentation (live or in print) uses many of these words and most mean nothing. That's my point.

Clear communication with words that everyone can define and understand along with a good story or examples that support that story is all that matters. So let me give you two examples:

1. Live presentation that I was a part of with a PP accompanying it. "We understand your brand's DNA." WHAT? It was for an automotive company. The vehicle does not have DNA. Living organisms have DNA. Later in the presentation: "Bespoke offerings"... WHAT?

2. Another live presentation that also had visual support: "We want to understand what your company (or organization) wants to achieve with this project; be clear on your expected outcomes; and hear the message you want to deliver." With those clear statements, we can respond and can give clear examples of similar projects, stories that exhibit experience and challenges, and how they were met. In clear and simple words.

I have often seen a client pretending to understand the first presentation, but reading their faces knew they were mystified yet had to pretend to understand a slew of overused and pretentious words in order not to seem uneducated in the terminology. It also led to few questions as no one knew what to ask.

So what's my point? If you write, write specifically. "Beautiful stage set" means nothing. "Fabulous speaker" means nothing. Who and what and always, ALWAYS why.

Your thoughts?

Andrea Michaels is the founder and president of Extraordinary Events, a Los Angeles-based, international event agency, and the author of Reflections of a Successful Wallflower: Lessons in Business; Lessons in Life.  Andrea may be contacted via amichaels@extraordinaryevents.com

Wednesday, February 22, 2017

DISRUPTING TEAM BUILDING: A DINOSAUR IN THE AGE OF THE SHARED EXPERIENCE

You have all (I hope) read my revolutionary stance on ROI, ROE, etc. So I now invite you to join me in throwing team building into the junk pile of antiquated events and embrace, instead, the world of "shared experiences." Why? Of course you are asking that. Isn't team building vital to the corporate culture?

In a world where virtual reality, augmented reality, devices of various kinds (toddlers learn to live in a solitary world, tablets in hand so they can play games that have no human interaction), how can we inflict a team culture on people who hardly know how to communicate without typing (or is that a word that is antiquated too)? I like virtual reality, and I've even recently experienced new augmented reality. They are fun and amazingly inventive technologies. Though you experience new worlds of imaginative possibilities, you do so alone. They are isolated and solitary. What, may I ask, is wrong with "real" reality? Where you are in the present, and even in the company of others?

I am not sure that a scavenger hunt or building a cardboard boat on a beach or even a trust fall truly creates a team concept. I do think that the sharing of your story, inviting people to get to know you, and you wanting to get to know them is a unifying force. It can be done in a group. It can be done one-on-one. It is called bonding.

Participating in a project for a greater good, being charitable, and doing it together may not create a "team"... but it will create a spirit of shared experience that will live on long after climbing a telephone pole, being cheered on by people you may or may not know or even see again.

Sharing is a potent experience. And though we can do some form of sharing on tablets, the face-to-face experience cannot be replicated on a computer screen. Virtual hugs, approving smiles, gentle handshakes or handclasps, nods of understanding... all lead to a better place. It's called friendship. It's called relationships. It's called human to human communication.

Being part of a team somehow sounds competitive to me. Sharing an experience does not. What do you think?

Andrea Michaels is the founder and president of Extraordinary Events, a Los Angeles based, international event agency, and the author of Reflections of a Successful Wallflower: Lessons in Business: Lessons in Life. Andrea may be contacted via amichaels@extraordinaryevents.com.

Wednesday, February 8, 2017

ROI, ROE, R U even Relevant?

Much has been made of those acronyms. Personally I'm not sure I do find them relevant. What exactly is a return on investment? And why would it matter? We are always in the position of investing, whether in ourselves, someone else, a group. Are the results truly measurable when oft times we have a long wait to find out cause and effect?

For instance, to motivate a group of salespeople you create a contest that involves a trip if that salesperson sells a lot. You invest in the development of the contest, and then the program. And what exactly do you measure? The ratio of the earnings of the salesperson to the cost of the activity? Or is it about the trip forming a community of winners who can then motivate each other and eventually others as well? And how long would that take? When do you take the measurement?

Return on Experience... Return on Education... again, what's the measure? You provide education and you can, of course, test the retention or study how it has been applied. But when? Immediately or is it possible that a person learns something that might be valuable at a far distant future and has a true effect on some outcome? When might that be and how could it be measured? What's the return on "experience," and how is it measured? By smiling faces? By positive Instagram and Twitter postings (Sorry, I'm old-fashioned and don't know what today's latest channels are).

My measures come from hearing that people feel valued, have felt that they've had a great experience, or have been educated or motivated. I get that from talking to them in the here and now and truly listening to what they have to say. Far better than surveys or extensive studies on those acronyms.

I would love to hear YOUR thoughts on these rebellious ideas.

Andrea Michaels is the founder and president of Extraordinary Events, a Los Angeles-based, international event agency, and the author of Reflections of a Successful Wallflower:Lessons in Business; Lessons in Life. Andrea may be contacted via amichaels@extraordinaryevents.com.

Wednesday, January 25, 2017

How to Sell Combs to Monks

Joshua Chua shares a story that taught him how to multiply his sales results. He shares this with his students to demonstrate how a shift in mindset and attitude can make a significant difference. –Andrea Michaels

The Story:
Three sales professionals applied to work for a huge company. As they were all evenly qualified, the interviewer decided to set a sales challenge and the person who sold the most would be awarded the job.

The challenge was to sell combs to monks of any temple up in the mountains. "You have three days, and the person who sells the most will get the job" said the interviewer.

After three days, the three applicants returned, and reported their results.

Candidate 1 said "I managed to sell one comb. The monks scolded me, saying I was openly mocking them. Disappointed, I gave up and left. But on my way back, I saw a junior monk with an itchy scalp; he was constantly scratching his head. I told him the comb would help him with his scratching, and he bought one comb"

Candidate 2 said "That's good, but I did better. I sold 10 combs." Excited, the interviewer asked "How did you do it?" Candidate 2 replied "I observed that the visitors had very messy hair due to the strong winds they faced while walking to the temple. I convinced the monk to give out combs to the visitors so they could tidy themselves up and show greater respect during their worship."

Candidate 3 stepped up "Not so fast, I sold more than both of them." "How many did you sell" asked the interviewer.

"A thousand combs"

"Wow! How did you do it?" the interviewer exclaimed.

"I went to one of the biggest temples there and thanked the Senior Master for serving the people and providing a sacred place of worship for them. He was very gracious and said he would like to thank and appreciate his visitors for their support and devotion. I suggested that the best way would be to offer his visitors a memento and the blessing of Buddha. I showed him the wooden combs which I had engraved words of blessings and told him people would use the combs daily and would serve as a constant reminder to do good deeds. He liked the idea and proceeded to order a thousand combs"

"You got lucky," one of the other candidates said bitterly.

"Not really," the interviewer countered. "He had a plan, which was why he had the comb engraved prior to his visit. Even if that temple did not want it, another one surely would."

"There is more," the third candidate smiled. "I went back to the temple yesterday to check on the Master. He said many visitors told their friends and family about the comb with the Buddha's blessing. Now even more people are visiting every day. Everyone is asking for the comb and giving generous donations too! The temple is more popular than ever, and the Master says he will run out of the combs in a month... and will need to order more!"

Learning Points:
The three different candidates show us the different levels of sales performance:

Candidate 1 displayed the most basic level, which is to meet the prospect's personal needs. The monk with the itchy scalp had a personal need; it was specific to him only.

Candidate 2 shows the next level - anticipating and creating new needs for the prospect. Perhaps the monk doesn't have an obvious need for the comb, but how can it still be beneficial to him? When you can educate the prospect on new possibilities and benefits for his business, you are already outperforming your competitors.

Candidate 3 demonstrates the best level of all; an ongoing relationship resulting in repeat sales and referrals. Everyone was a winner, the monk, the devotees, the third candidate and the interviewer. Help your prospects benefit their prospects, to create maximum value. View prospects not as individuals, but also their contacts and network beyond them. See each customer as a lifetime client instead of one-time sales.

Our beliefs and thoughts shape our actions and ultimately, our results. When faced with a challenge, how do you respond? And how big do you think?

How can you create new needs for your prospects and benefit their customers?

Joshua Chua helps sales professionals and businesses double their sales within 30 days. He can be reached via jc@vaulsden.com or to learn more about his company, visit www.vaulsden.com.

Andrea Michaels is the founder/president of Extraordinary Events, a multi-award-winning, international event agency based in Los Angeles. To learn more about EE, please visit www.extraordinaryevents.com. You may reach Andrea via amichaels@extraordinaryevents.com.



Wednesday, January 11, 2017

Keep a Cool Head and Bottles of Cristal

I invited Rick Turner to share a valuable lesson from his career. So, join me to enjoy this interesting war story. - Andrea Michaels


Mariah Carey’s recent New Year’s Eve performance forced me to recollect one particular production nightmare that I call “Cristal and The Cash Money Millionaires.”

Early in my career, I was the Director of Catering for a large arena and conference center in Downtown Cleveland. In-between corporate and social catering, handling the food service for sporting events at the University, and a growing off-premise catering arm, I managed all the backstage requirements for the dozens of concerts we hosted throughout the year. We had them all from Prince to David Bowie, Sade to Slayer, and Eminem to Tool. The top performers had good tour managers who made my life a bit easier. This wasn’t always the case with newer groups or past-their-prime performers.

Since I’d always believed in having a backup plan, I made it a habit to call venues in which our upcoming artists had just performed to ask their team what I could expect and what last minute needs the entertainers and crew would have. I strived to be overprepared when the first trucks rolled in at 4:00 AM for the load-in. (It’s amazing how you can win over hearts and minds with a really nice spread of coffees and breakfast items.) The tour managers were always surprised to have me greet them onsite before dawn and hand over a copy of the schedule for the day along with notes, updated contracts and a la carte items I had available. The bottom line: I made customer service a priority in an industry segment that was very unfamiliar with the idea of service and being kind to your fellow man.

Our General Manager loved to book holiday shows because he thought we could make nice revenue on otherwise “dark” days. He never realized the challenge we had staffing the venue on these dates or the sheer expense of paying holiday hours to the staff willing to work. (We never made any money on these shows after crunching the labor numbers.) Beyond that, the artists, managers, production staff, union crews, bus drivers, etc. touring on holidays didn’t want to be there.  Unless you were in the audience, it was fair to say that nobody wanted to spend their Easter, 4th of July or Thanksgiving with anyone else in the venue.

This brings us to New Year’s Eve 2001 where we were slated to host Ja Rule, Ludacris, Jadakiss, The Cash Money Millionaires (Juvenile, Turk, BG and a very young Lil’ Wayne), and Petey Pablo. For the most part, hip hop shows were easy. The acts showed up late, left early, and had zero budgets for backstage items. We looked the other way when they brought in their own bottles of liquor. 

This particular tour was managed AND promoted by two very young, very inexperienced guys out of Miami. The first sign of trouble was when they tried to pay me in cash for extra items and insisted that “no paperwork was necessary.” We didn’t operate that way, and I knew it was going to be a long day if they started off with this practice. Around noon, I got a call from the General Manager telling me to come to his office. As I arrived, he was telling the two young promoters, “Rick can find anything in this city… you just name it!”

Since it was New Year’s Eve, the promoters wanted to supply all their artists with Cristal champagne to have on stage during each performance. Remember, this was 2001, and Jay Z had made Cristal THE only beverage that mattered. So much so that it was nearly impossible to find it with months of notice. Finding it on New Year’s Eve? Not in Cleveland. Not in stores.  But… I left the office with orders to get at least ten bottles of it with $1500.00 in petty cash. Unfortunately, EACH bottled retailed for $2000.00 at that time, but, since I’d never bought a bottle of it before, I was clueless about the nightmare that lay ahead.

Four hours and seven stores later, I found the last two bottles of Cristal in the city. I had tried restaurants, bars, nightclubs, and country clubs only to come up empty-handed. No one would part with them. This particular suburban wine store was my last hope. As I stepped up to the counter to make my purchase, a woman behind me remarked that I must have a very special party to attend. I told her that they were for a concert, and I wasn’t going to enjoy them personally. Big mistake. She lost her marbles and tried to physically remove me from the store ranting about “no appreciation for fine champagne” and “I will prevent you from making a huge mistake!” The store manager had to calm her down and explain that it was my right to purchase whatever I wanted. This went on for at least ten minutes, and all that time all I could think of was getting back to make sure things were still in order. When it came time to finally pay, the clerk rang up the bottles to the tune of $2000.00. Each. Remember when I said I had $1500.00 in petty cash? Yes, I was $2500.00 short, and the store was unwilling to split the payment over cash and card. Guess who got to max out his credit card at the young age of 23 on alcohol that I wouldn’t even consume? At least a dozen thirsty rappers were going to crucify me for showing up with just two paltry bottles of Cristal. The entire situation made me uncomfortable to say the least.

Tension filled the air as I arrived back at the building. Problems had evolved between group managers, and the promoters were nowhere to be found. Doors were in two hours, and the artists were en route. I locked the Cristal in my office to keep it safe until the promoters paid for it. I immediately called the General Manager on my radio so I could get the money situation straightened out. The first thing he asked for was the petty cash back. I explained that he should sign it over to me since I wasn’t able to use it and spent money out of my own pocket to make this miracle happen. He agreed that would work and asked for the receipt. I dug in to my pocket and came up with nothing.  No shred of a receipt. After having completed this miracle mission in the name of customer service, the GM told me I’d have to return to the store and get a duplicate receipt or wait a month until I got my credit card statement to submit the expense. With that, he took the cash back, picked up a call on his cell phone, and walked away.

At that moment I imagined going into my office, grabbing the bottles and smashing them on the ground in millions of expensive shards. I didn’t, but that was my mindset. The only thing I could do was be professional, do my job, and deliver the bottles to the client.

I grabbed the bottles and began my long walk to the production office where the promoters were in the midst of counting and organizing what appeared to be a quarter of a million dollars in cash, a portion of the door money for the show. I presented the Cristal to them explaining these were the only two bottles left in the whole city. I also handed them the invoice and asked them to settle it with a credit card. One of them tried to pay me in cash, but I reminded him, per our earlier conversation, that I needed a card to run to keep it all clean. Both claimed not to have a credit card and were insistent that they made a deal with the General Manager to use cash. Rather than do so, I grabbed the champagne and told them that the General Manager could make the arrangements with them in person.

Big mistake. I got reamed for not letting the clients get their way even though it was the GM’s policy to not take cash and get everything in writing with a receipt. Remember how I was going to have to wait sixty to ninety days for my credit card reimbursement? He took the bottles from me and stormed off in the direction of the lower concourse where backstage was housed. I figured I was safe for the time being and went on with my work.

The first hour of the show was pretty uneventful, and I started to let some of my staff start heading home. I retained my key supervisors knowing that I could count on them to be my eyes and ears for the rest of the long night ahead. It was early into the second hour that my radio and cell phone started erupting…

“WHERE IS THE @#$%! CRISTAL?!?!?! SOMEONE TRACK DOWN TURNER! HE WAS THE LAST ONE TO HAVE THE BOTTLES!”

This, of course, was the GM yelling over the radio to anyone working. It was one of the more unprofessional things I encountered early in my career…

I arrived in the production office to the promoters, GM and five pretty scary security guys ranting and raving. “We spent $4k on that champagne, and it’s gone! Where did you put it? Why wasn’t it locked up? Who signed for it?” I calmly explained that the last time I saw the Cristal the GM was walking it down to production. Every pair of eyes in the room locked on the GM. He explained that he was headed down, and one of “your guys” – meaning a catering person – took them from him for delivery. I asked how long ago this happened, and he explained “about 30 minutes ago.” The GM said that a catering staff member in a tuxedo asked him if he “wanted him to take them.” My staff did not wear tuxedos at concerts, only Galas and social events. 

As I was explaining that my staff was long gone save for two to three key people and they were dressed casually, he nearly jumped out of his skin and screamed, “That’s him right there!” Sure enough, one of the Cash Money Millionaires’ “Posse” walked by carrying two empty bottles of Cristal and wearing an ironic tee shirt resembling a full tuxedo. It was immediately clear that the GM wasn’t paying attention and didn’t follow his own set of checks and balances. The random champagne consumer asked if he could take the champagne, and got it. Unfortunately he was asked to leave, the promoters didn’t pay for the champagne, and the GM refused to admit mistake or apologize. Did I get reimbursed? Eventually.

This production nightmare taught me the importance of professionalism and following event policy. We’ve all encountered something in our careers that has been eye opening and perhaps taught us to “never do or be that.” This was certainly my experience. Cooler heads always prevail, and I’ll never lose sight of that lesson. Oh, and always take cell phone pictures of your receipts!!!


Rick Turner is an Account Executive with Extraordinary Events. He may be reached via rturner@extraordinaryevents.com.

Friday, December 23, 2016

Engaging Millennials for Events

-By Mairead Delaney


The event profession is better today than ever. As event pros, we have the most engaged, captivated audience (read: millennials) DYING to tell the world about our events. Gone are the days of only relying on PR firms to spread the word. People love to share on social media. They love to review, comment, like… brag. Our event-goers are so willing to put out the good word for us — but they’re equally willing to throw us under the bus if the event doesn’t meet their standards. So how do we keep the birds chirping instead of crowing? 

For one, we’ve got to listen to them. Millennials are not the mysterious group everyone touts them to be. In fact, they’re quite vocal; the challenge is knowing where to find them since they won’t always come to you.

Knowing Your Audience’s Preferred Social Platforms
At this point it’s a no-brainer to set up an event hashtag to monitor the feedback on social media. You already know that.  However, that only works if you have ample staff to reply in real time. Additionally, you need to know your audience. What are their preferred social platforms? An audience of premium retail shoppers will more likely provide their feedback on Facebook; whereas, eSports spectators will gravitate toward Twitter (or better still, Reddit). Go to these platforms, read what people have to say, and, most importantly, have the right staff in place to decipher and prioritize what needs to be fixed immediately and what can be used to help improve the experience next time.

Identifying Event Ambassadors
The next challenge is remembering that everyone is an ambassador. Event ambassadors come in all shapes and sizes — from the lead event producers to the registration desk to the janitorial staff — everyone onsite has more than one job; everyone is integral to the event-goers’ experience. Sure it’s great to have greeters or hosts who are “in the know,” but as my high school chorus teacher instilled in me, “a chain is only as strong as its weakest link”. Train and expect your staff (yes, even janitorial) to know where the landmarks of your event lie and encourage them to warmly interface with event participants throughout the day. Arm them with information to answer FAQs and train them on how to respond when they don’t know the answer. “I’ll find out and get back to you; how can you be reached?” is a much better response than shrugging “I don’t know” and pointing them in another direction. It’s about caring. In a festival-style event, this is especially important for security teams. Keeping people safe is their main objective, but they shouldn’t spoil the good time with a lousy or aggressive attitude.

Using Art to Create the Totality of Experience
The most memorable events transform us and take us to another world. Whether you aim to harbor a creative learning environment in a general session or to transport festival-goers to another dimension, create experiential events to provide experiences to event participants.


Often the best place to start is the entrance. Festivals achieve this by designing unique entrances or landmark artwork. Take for example the 2015 Dutch Windmill entrance at Outside Lands or the illustrious Caterpillar and Butterfly from Coachella (below).

Each of these examples sets the tone of the event from the onset and informs guests from the get-go that they were part of something special. The same theory can be applied to corporate events. Take the time and invest the resources to curate artistic inspiration for your event participants. An inspirational environment can rejuvenate your audience and stimulate meaningful conversations and creative problem solving.

Making the Brand Part of the Event
Sponsorship is key for many events, but simply slapping a logo on the top of a sign won’t do anymore. Millennials especially are looking for meaningful brand integration – and that’s good news for sponsors! Whether you’re a sponsor or an event producer, look for problems that need solving and invest your sponsorship dollars there. Let’s say, for example, your corporate group comes to town for a large-scale conference. Sure, the hotels are within “walking distance” of the convention center, but even with a brand-new set of Dr. Scholl’s inserts, walking back to the hotel after a long day on the showroom floor can feel like torture. Utilize your sponsorship dollars to hire a fleet of pedicabs to cart people back to their hotels. Not only will event participants easily identify the branded pedicabs, but your sponsor will love you for increasing their brand exposure to the whole city.

Recognizing the Value of Community
Millennial or not, human nature dictates our need for connection. It is why we congregate—why we celebrate. I want to share an example from an event Extraordinary Events produced this past fall.

In October, just before Halloween, we produced a three-day, all-day grand opening festival for a premium shopping center in Maryland. The shopping center is situated in an emerging area amidst many residential property developments and, to be frank, a lot of the neighbors weren’t exactly stoked that a big shopping center was impacting the local traffic flow. So how did we help the client alleviate relations with the surrounding neighbors? We invited them all in for a Safe Trick-or-Treat event: dynamic costumed characters manned decked-out thematic stations and interacted with kids and their families—handing out candy and treats, posing for photos – it was a hit! After two electric hours of trick-or-treating, more than 1,500 parents, kids, and pets marched through the property for a costume parade led by Frankenstein and Dracula. The evening closed out with a DJ-led group dance to “Thriller”.

Did the property make more money that night thanks to the costume parade? It did; but that’s not the point. The important consideration for the client and the families that night was that this brand – this big corporate shopping center—put in the effort to connect with the community and provide a safe place for their kids to celebrate Halloween.

I implore you to look beyond the ROI and remember that sometimes it is not realized in an immediate sale but rather a lifelong relationship to a brand that managed to go that extra mile.

Creating the Buzz
When it comes to engaging millennials at events, you either sink or swim. There’s no denying the double-edged sword that is social media – if they have a great time you’re a hero and they’ll willingly  brag to everyone in their network; if they’re dissatisfied with the experience, they’ll cut you down faster than you call yelp “Help!” Heed my advice above and couple it with bullet-proof planning, permitting and safety precautions. You can do this. I believe in you! Don’t let me down.

Mairead Delaney, an account manager at Extraordinary Events, has worked alongside a diverse range of producers and designers producing a wide range of events and activations nationally and internationally. You may contact Mairead via mdelaney@extraordinaryevents.com. To learn more about Extraordinary Events, visit http://www.extraordinaryevents.com.