Here’s an interview I did with Scott Ginsberg, the Nametag Guy.
Scott has built an entire brand around wearing a nametag 24-hours-a-day, etc… He wears it everywhere, all the time. In the interview, we talk about how he came up with the idea for the brand, and how he has turned the idea into a big-time business for himself (books, speaking gigs, consulting, etc…) One of Scott’s most interesting talking points is “approachability”, which is essentially what wearing a nametag does for him.
It’s a great interview, so please enjoy.
Over at JimKukral.com, I wrote about how my project called YourPitchSucks.com has gotten written up in all kinds of major media publications like Entrepreneur, Forbes, INC. Magazine, Brandweek, and The Wall Street Journal… all because of the name.
The point is, the name matters, most of the time. Here’s some tips for you when considering a name for a project or business.
Sit down with a piece of paper and write down the craziest and most outrageous names you can think of. Don’t hold back. If you’re in a room of people, make sure everyone understands that you’ll be considering everything and nobody should worry about coming up with something off-limits.
Take that list afterward and take it home to your spouse, or family member and read them off. Share them with your employees, peers or customers. Why not?
While you’re testing your names, remember, the ones that get either a gasp, or a laugh, or both, are usually the good ones to keep. Think about that for a second…
You get noticed by doing something different. You get noticed by doing something fun. You get noticed by solving a problem.
I could go on and on…
The point is, a sure-fire way to be successful, quicker, is to get noticed. To create attention.
Here’s an idea and example for you to steal right now. Not sure if it’s been done, but it would work. Please do it.
The Economic Bailout Show – Create a daily web show where you keep tabs on the USA economic bailout. If you’re a financial person, or economist, this would be perfect for you. But a domain like DailyBailoutShow.com and put the videos up there.
Point your Flip camera at yourself every day and talk about the bailout. Here’s a sample script.
“Welcome Americans, my name is Joe Smith and welcome to the daily bailout show, where we keep tabs on how the Government is spending YOUR money. After all, it is our money, so let’s make sure we keep them accountable.”
Now, pull out a big chalkboard, or chart that you’ve been updating daily that shows where the money has been going, to whom, and when, and the amount spent, etc…
“Looks like so far our government has spent 20% of the initial bailout funding, and today have announced that they are going to need an additional $800 billion.”
You get the idea? I would tune in every day for a 5-minute update about where my government is spending MY money. Wouldn’t you?
THIS IDEA WILL WORK. I WILL WATCH, AND SO WILL OTHERS.
What, you don’t have 5 minutes a day? C’mon. If you know this topic, you can do this.
Think about how viral this would be right now? This is a HOT topic. Think about how many people would share this with their friends. Think about the press coverage you would get as “the video bailout watchdog guy/gal” or something like that.
Steal this idea, please. Then let me know when it’s done so I can feature its success in the book.
Buy a Chrysler Pacifica, get a Chrysler PT Cruiser for $1!
We’ve been waiting for this. The crash of the automotive market has led to some aggressive incentives, but we hadn’t yet seen the madness in the U.S. that led British dealers to offer buy-one-get-one-free deals on Dodge Avengers.
But a dealer in Oak Lawn, Ill. has brought the crazy here at last.
Chicago Breaking News reports, “An Oak Lawn car dealership has started a new and unusual promotion: Buy one 2008 Chrysler Pacifica and get a second car, a 2008 PT Cruiser, for $1.” The deal only applies to the five Pacificas currently sitting on the lot at Mancari’s Chrysler Jeep of Oak Lawn. Once those five are gone, the deal is gone. The Pacificas in stock are “priced at $37,000 to $40,000,” but buyers willing to pay those prices can also claim a slightly-used PT Cruiser demo car for $1.
Why do something like this? Here are a few reasons:
Why does this work to get publicity? Because it’s topical (economy, big 3 bailout).
Why does this work for sales? Because it’s easier to convince people to buy if they think they’re getting a bargain.
Why can’t you try something like this? Here’s the answer…
You’re probably not thinking it can be done. It can, and it works. That’s what Blend This Book is all about.
Is bad attention good? You know what I’m saying here. If you get noticed for something that isn’t necessarily a positive thing… is that a good thing?
The old answer is “any press is good press.” That’s not so true anymore. Social media has enabled consumers to quickly circle the wagons and spread your bad information faster than you think. So if you really do stink… people are going to know about it quickly.
So the answer to the question of “Is bad press or negative attention, good?” is…
Yes, if you’re smart enough to make sure you monitor your brand online, and then you do something about it quickly.
Case in point. The Motrin moms debacle. Here’s a brief summary. But first, watch this video.
Basically, here’s what happened. Motrin posted a video on their Website which ignited a community of mothers who were insulted by it. What happened was a lot of the mothers use baby slings and objected to the tone of the ad which describes them as “in fashion”.
The fallout was quite harsh for Motrin. You can read all about it here.
So, did the negative attention help or hurt Motrin? It’s really too early to tell the long-term affects, but in the short term, it hurt them.
Why? Because a small group of consumers banded together to talk smack about the Motrin brand. Now, when you do searches for Motrin, you’re more than likely to find a link to a mommy blogger saying disparaging things about about the brand, instead of a information about the product and how it helps people.
Takeaway: Negative attention and bad PR is only good if you know how to look for it, and take it on full-force, quickly. It might be time to hire a social media consultant.
You really don’t want to read this book called ‘Blend This Book’ by me, Jim Kukral. You really don’t. “Why,” you say? Because when you do it’s going to unleash the creative person inside you.
That’s right. It’s going to change the way you think. It’s going to force you to be creative and to try new and fun things. Yep, it’s going to ruin your boring-ness. 🙂
Actually, that’s a good thing. Because this book is going to help you. It’s going to open up your mind to the possibilities that lay before you as a small business owner or personal brand.
Gone are the days of traditional marketing tactics. We used to go out and purchase advertising to get results. Not anymore. Now, today, with social media tools and well, the Internet in general, we can reach millions of people instantly, around the globe.
And that’s a good thing.
The problem is, that’s also a bad thing. With that reach comes noise. More noise than most people can handle. So what happens is people become desensitized to all of the messages, ads or not.
So what do you do? The answer: Attention.
‘Blend This Book’ is all about how businesses and brands can generate attention for themselves in ways that don’t often cost a lot of money to do.
But that’s not all… Once you get attention, you have to know how to turn it into a return on investment.
Thank you for taking the time to join me on this journey as the book is being written. I encourage you to add this blog feed to your subscription list. I’ll be posting here along the entire way of writing the book.
I’m also here to ask for your participation. If you have a story about how you or someone else you know used an attention getting technique to drive more sales, leads or publicity, then I want to hear about it. It may even get featured in the book. Click the banner on the right of this page to send in your story.