Archives For Marketing

TrojanOne is For Sale

MH3 —  December 19, 2013

No, just kidding. But who can blame any of my agency-owning peers for some wishful thinking of selling our businesses this week after witnessing the IMG sale?

In less than 10 years after being sold for $ 750 million to Forstmann Little by the estate of the late great Mark McCormack, IMG is now being sold for more than three times that…$2.4 billion to William Morris Endeavour. These two transactions reflect the brilliance of two men. Mark McCormack, who founded IMG in 1960, effectively invented the agency business model for sports and sponsorship marketing. The second genius in our saga is Ted Forstmann, who, according to the script written by industry pundits, went from a reviled investment banker criticized for gutting IMG…to a man who clearly knew what he was doing!!!

IMG has incredible assets in the properties they own and the rights they broker. Now we know they aren’t just incredible; they are pretty valuable. Worth billions.

So how much would you give me for TrojanOne? What assets do I have? You probably don’t see media rights to international properties or ownership of fashion shows or marketing relationships with star athletes on my balance sheet. But look a little further.

What I do have is the most dedicated and talented team of people you would ever want to be associated with, who proved to me once again in 2013 that they will do whatever it takes to get our clients promoted. They push the boundaries of creativity with Twitter-activated vending machines, keeping a relentless focus on clients’ business objectives, generating thousands of leads for a Grey Cup sponsor, or ensuring our field staff are motivated and equipped to travel the country and endure the demands of a grueling experiential tour schedule.

I have witnessed my team spend all night rebuilding bike racks at an international sports event; held my breath while they created from scratch, in less than 24 hours, a mobile payment system for an event registration venue that threw us a curve; and tried to support them relentlessly during six emergency conference calls on a weekend when a music property went astray.

Most people in life never get to work in area they love. The passion my people have for their work is amazing and I love them for it. That’s why TrojanOne will be accepting bids today starting at Infinity!

Boarding the WestJet Bandwagon

MH3 —  December 10, 2013

You know what I love best about the WestJet Christmas promo video that was soaring to 4 million YouTube views when I started writing this tonight?

Not the fact that the airline’s project lead for this campaign is a former employee of mine.

Not the fact that I was secretly (?) tipped off by a WestJetter the week before it came out. No, not by my ex-Trojanite!

Not the fact that I probably wasn’t being tipped off, but in fact being used as an influencer to hopefully spread the word.

Not the fact that I cry much too regularly at Christmastime, a condition I blame on Jimmy Stewart and his performance in my fave flick of all time, It’s a Wonderful Life.

No. The thing I love best is that this video was done by a company, WestJet, that treats its customers like it’s Christmas 365 days a year.
This has long been their differentiator and it’s entirely genuine. Hence, when you see this video (and if you haven’t, stop reading my drivel, grab a box of tissue, find a quiet place, dial up Google, and get ready to smile), you believe it to be genuine. Even though, in reality, it’s a stunt. A marketing activity. A promotion. Scripted. Contrived. Amplified. What could be more horrific?! Marketing!

Doesn’t matter. It’s a beautiful piece of marketing by a company that walks their talk.

So kudos to WestJet. Not just for the video, but for a little lesson for all of us in marketing.

Imagine if we all treated our clients like everyday was a holiday?

Fan-tastic

MH3 —  October 30, 2013

Over the past couple of years, the industry volunteers who drive the Sponsorship Marketing Council of Canada have been working their fannies off to build an organization that is more relevant, valuable, and attractive to the marketing community. This morning proved they have achieved their lofty ambitions.

Every couple of months the SMCC holds breakfast forums in Toronto. In past years they have been hit and miss. Some have had great content, with poor attendance. Others have been attended en masse, only to showcase disappointing content. Finally the light went on and made enough people at the SMCC executive table realize that poorly orchestrated events were more than bad events. They were actually reflecting poorly on the entire sponsorship marketing industry. How can you sell the C-suite on the ROI of sponsorship marketing when our own industry events have zero ROI?

Flash forward to 2013 and you now have all-star panels such as this morning’s featuring my pal Don Mayo of IMI, Jacquie Ryan of Scotia, Nathalie Cook from TSN, Iain Chalmers of Diageo, Alan Dark of CBC and Kyle McMann from the NHL. Today’s 8:00 AM seminar was held in Real Sports, which was great except I had never seen the place sober before. (Bummed that none of the usual waitresses were working either, but I did recognize a couple of their moms serving coffee.)

The topic of conversation was “The Elusive Fan,” with the NHL and its partner programs utilized to illustrate the theory that Fan Value is the key for sponsorship ROI for all parties: sponsor, property, and media rights holder. It’s a sound theory that extends beyond the NHL case study, although hockey is a perfect lesson for us all.

More important than the topic is the effort of the SMCC execs and the commitment of the speakers to ensure that the sponsorship marketing industry in Canada grows, flourishes, and is duly recognized for its impact on business success. That’s ROI for all of us!

Hey SMCC, you have won over this elusive fan.

Don’t be fooled. The most important meetings aren’t the entries in your agenda today.

The 8:30 AM conference call with the sales team. The 10:00 AM budget re-draft with your boss. The networking lunch. The 3:00 PM metrics presentation. The 5:15 check-in with a new employee. The 6:00 PM call to the West Coast HQ of your largest customer.

They are all important. They are all vital. They all require preparation galore. But…

But the actual meeting pales with the “meeting after the meeting.” Here’s why.

# 1. YOU often aren’t in the meeting after the meeting. Whether it’s your boss, your clients, or your staff…you were left off the guest list. Because the MATM is usually held secretly, at a new location, quite often electronically…but rarely with your presence. Scary? It can be. Because you are no longer present to shape the dialogue and ensure your point of view is well represented. It’s now left to interpretation, which could be good…or bad.

# 2. Depending on the outcome of this meeting, the impact of your scripted meeting will soon have a new scorecard. In direct terms you need this meeting to be more effectual than the scripted meeting if you hope the mandate you established gets carried out with zeal. We have all heard from Debby Downer, sometime after the scripted meeting, that despite their head nod to the formal conversation, they really had no intent to follow through with their commitment.

# 3. You didn’t plan for the meeting after the meeting. You were naturally well prepared for the scripted meeting. Tight agenda. Sharp presentation materials. Detailed budgets. But did you think about where your materials, words, and discussion would travel in the next 24 hours? Did you project who, beyond the live/dialed-in meeting attendees, would virtually be part of the extended conversation? Did you forecast the agendas of the various stakeholders and what fires they would light within seconds of smile f’ing you out of the room?

Since I know you are reading this while you actually are in a meeting, you cheater, I am glad I caught you at a timely moment. Look up from your tablet and scan the room. Tally up who you think will be meeting with whom. Project what their mood and motives will be. Speculate how this is going to impact you. Then load up your verbal cannon and lob a few proactive comments on the table to preemept the chatter.

If you really want to be ballsy, why not let the room know you are in on their secret and you too plan to have a meeting…after the meeting!

Leading from the Front

MH3 —  April 11, 2013

How do I summarize a week where it seemed every waking moment was filled with inspiration kicking me in the butt?

Some of the motivation was formally delivered. I witnessed a riveting speech delivered by General Rick Hillier at the Canadian Sport Tourism Alliance Sport Events Congress. His central message about inspiring others and inspiring yourself revealed that his approach to motivating troops abroad was grounded in ensuring they stayed connected to being Canadian – a sip of Tim Horton’s coffee, a Christmas dinner made by a CO, a visit from the Stanley Cup.

Some of it arrived unexpectedly but in formal settings. In a meeting at Rideau Hall, I was enraptured to hear Bernard Shinder talk about how the event we now call Canada Day was created in the 1970’s by a group of well-connected Ottawa business leaders. Canada Day in Ottawa is a must do event for every Canadian, but in its early days was held away from the shadow of Parliament Hill, as the government feared it may flop!

Some out of the blue. An impromptu offer for a ride from the above Rideau Hall confab, found me being chauffeured by none other than General Walter Natynczyk and hearing about his three children, all proudly serving in our armed forces around the world. How energizing the words of a proud father were, discussing the love his offspring have for serving their country.

Some grew organically. Specifically from Charmaine Crooks, Debbi Wilkes, and Loreen Barnett participating in a Women of Influence panel, moderated by the non-influential male known as MH3, also at the CSTA event. Their voices combined to form a chorus of motivation and insights for women pursuing a career in sports marketing. To quote Debbi Wilkes, “Don’t let anybody else write the script for YOUR life!”

Some were ensnared in the jaws of defeat. Unfortunately at the hands of the US Women’s hockey team who upended Team Canada, in the gold medal world championship game, with their superior skills and sizzling skating. But defeat can be a powerful motivator and all of us should emotionally team up with our women for revenge in Sochi.

I misled you. This wasn’t even an entire week. It was actually only three days. And it wasn’t a butt kicking. No – it was more of a motivational stampede to catch up to those leading from the front!

 

 

Summer School

MH3 —  March 6, 2013

Seems to me that the weather must be getting nicer, based on the flurry of summer job inquiries I received this week.

Friends, clients, ex-clients, suppliers, neighbours, net-workers are all sending me the same email. This email details the ambitions, talents, and virtues of their son/daughter/niece/nephew/neighbour who are looking for that perfect summer opportunity. This email tells me they NEVER hit people up to arrange summer jobs. This email forgot they said the same thing last spring!

Bring ’em on I say. It’s candidly the best channel for recruitment.

But I would like to offer some unsolicited advice to the young nominees who are approaching us for work, to help ensure they get the best shot at the best opportunities this summer.

1. My name isn’t “Mike”. Yep, happened today in fact. A second year student emailed “Dear Mr. Mike Harrison” for a summer job. Guess they teach name recognition in third year. (I politely, for me, emailed them back and said Mike wasn’t hiring, but Mark might be if they wish to try again.)

2. Our company name is TrojanOne. No space. Capital O. Not T1.

3. Enough of the petty stuff… here is an important one. Brevity! Don’t send me your cover letter, resume, and three references all expertly compressed and PDF compatible. Sorry I don’t have time! I am going to flip your email to one of my hiring gurus along with a quick comment: “Mandatory Hire”, “Please Interview”, “Up to You”, and “This kid puked on my lawn last summer…”. So don’t bother filling up my in-box young stars, send me something short, and…

4. Sweet! Hey if you want to work for us, don’t just send me a form email. Customize. Personalize. Humanize. Here is a real life quote from an applicant yesterday:

Dear Mr. Harrison,
Thank you so much for considering me for a potential summer position.

I saw my mother’s email to you … maybe she should be the one going into marketing and promotion. To be described as tall by her is unreliable, at best, and “busty”… maybe relative to my twelve year old brother.

I look forward to hearing from your “hiring dude”.

Hilarious! I hope we have hired her already.

5. This is the most important tip. Figure out what you want to do, how you want to learn, and whom you want to meet. Then be disciplined and diligent at getting it. Summer jobs can be great experiences. They can be great fun. They can be hard work. They can be a great party. They can be a great foundation. There is no right answer. However you need to figure out how you want these four months to impact your future, because whether you realize it or not… you’re not headed to a job, you’re headed to Summer School.

Oh Canada, We Love Our BeaverTails

MH3 —  February 21, 2013

Sorry Classified, but the lyrics to your song made the perfect foundation for my title this week.

Our mascot may be a “damn Beaver”, but the BeaverTail delicacy is taking a strong run at overtaking the animal. I know this from two days of highly scientific research conducted earlier this month…at my ski club.

On Saturday of Family Day weekend, in rolled the BeaverTail wagon and you would have thought Santa Claus had arrived. Dozens of cries of “BeaverTails!” echoed throughout the hills. Kids began a delicate, yet complex, negotiation with their parents to a. receive the necessary permission to upgrade the octane level of their midday snack by several thousand kilocalories; and b. to secure the necessary second-mortgage type financing they would need to complete the transaction.

I hadn’t really understood the fascination and fanaticism the BeaverTail brand elicits. I had heard of the Obama Tail served to President Barry during his first visit to Ottawa in his premier term a few years ago. I had seen the huts when we went to Quebec. A friend had shared a far-fetched tale that Bryan Adams once declared that his skill in differentiating a Beaver Tail from a Timbit was supernatural, or All-Canadian, or something. (I am taking liberties here with the actual telling of Adams’ story!)

But how could something so enthralling be created in wee wee wee little Killaloe, Ontario? I have friends who live there and they have never mentioned the furless deep-fried fountain of taste bud ecstasy. Perhaps like me, they hadn’t experienced the love I witnessed this past weekend.

The obsession with the Tail defied all experiential marketing logic. The truck was noisy. The line was long – at one point kids were waiting 40-60 minutes! The price? Good on them for charging mega bucks for fried dough. There was no pre-promotion, no Facebook app, no post event press release.

But if the BeaverTail two day sale where I ski is any indication – they know their consumer, their consumer loves them, and I am one very impressed, and disciplined observer. Disciplined?

Yes, I was practically a Biggest Loser Hall of Fame level participant in my resisting the urge to succumb to the Eve-like temptation of a Skor flavoured BT. You are probably underestimating the level of self control this took. Summon your inner Willy Wonka and visualize a fantasia of chocolate covered faces surrounding you. Soon to be decaying teeth blazing in choreographed smiles. Majestically chocolate ‘stached upper lips on pre-pubescent faces. Chins dripping in sprinkles, sugar, and M&M bits not quite captured by their alligator jaws.

Admit it. I’ve done it. I’ve overwhelmed your senses. You want some damn BeaverTail!

Blocking: Simple Strategy & Commitment

MH3 —  September 13, 2012

I just started coaching football teams number two and three of the year, so any hope you had of me not blogging about the gridiron is slim.

But this blog has as much to do with your balance sheet as it does your fantasy team.

Continue Reading “Blocking: Simple Strategy & Commitment”…

I didn’t plan to blog three times about my London experience. Sorry if you have heard enough! Hopefully, third time is the charm?

But the more times I have recounted my holiday to people the more I realize what a wonderful professional experience the Games were. I cannot exaggerate what a magnificent demonstration of event management they were to behold. In fact, event management is not a lofty enough title. This was brand management. This was client fulfillment. This was satisfying your customer. This was delivering on your value proposition. This was brand experience personified.

Continue Reading “Olympic Gold: Lessons from the 2012 London Olympic Games”…

I want to thank you for joining us in Montréal last week.

It was fun.
Thank you for honouring Marc Kielburger with the five-minute standing ovation that he so richly deserved. I know many of you were moved to tears by his presentation about the work that Me to We and Free The Children perform.

Your enthusiasm for all of the speakers was remarkable. Whether it be learning how to reach youth in
Québec through the wisdom of Danick Archambault of Astral TVPlus or how to touch the hearts of consumers through the passion of Nancy Marcus of Kruger Products or understanding how to do more with less via Michelle (sister of Olympian hoopster Kim Smith) and her teammate Louise Della Fortuna of Energizer.

Continue Reading “An Open Letter to All 2012 Canadian Sponsorship Forum Delegates”…