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Archive for March, 2011

A sustainable marketer is always a student

Ryan La Rosa of Hill & Knowlton, NY, with 50 of his newest fans from Camelback High School

I’ve been quiet on my blog the past several days due to chaperoning 50 DECA students from Camelback High School around Manhattan. A giant shout out to Linda Shaub, Ryan La Rosa and the incredible folks at Hill & Knowlton for sharing your afternoon with us.

Now that I’m back, the education continues with two speaking engagements next week for the American Advertising Federation – Phoenix, and the American Marketing Association.

Tuesday evening, the AAF invited me to share an encore storytelling workshop I ran for the national AD2 organization last fall called, “Storyteller or Marketer? It Pays to be Both.” It’s about using the power of story to develop their marketing careers. Here are event details, and a sneak peek at the presentation. Be sure to click on the presenter notes for the script.

On Wednesday, I will present at the American Marketing Association luncheon about how “Green” is NOT a sustainable differentiator.” It’ll be interesting because the panel discussion is on, “How Being Green Can Pay Big Dividends To Your Bottom Line.”

In two weeks, I will be working with AmeriCorp VISTA, a national service program designed specifically to fight poverty. We will review trends in social media for nonprofit development, and specifically how Social Venture Partner organizations world-wide can enhance the conversations around their causes.

If you’re a marketer in Phoenix, or care to visit from someplace like Bangladesh, I hope you come by and say hello. Feel free to bring your own tomatoes, too.

Does Banksy know that he just designed me a new logo?

My son, Caed, just sent me this image from phantom street artist, Banksy. It pretty much sums up what I’ve been writing about relative to green marketing and sustainability going on three years now…

…especially on the heels of a post I wrote last year about a new airport parking lot had the opportunity to stand for much more than paving the desert, clogging the freeways, and darkening our skies.

My premise is that opportunities to be – and educate about – being “green” and sustainable are all around us, especially if we take a youthful look at what we’re doing.  You don’t have to be a tree hugger. All you need is to tap into your innate creativity, add a little industriousness, don’t fear being disruptive, and you will make a world of difference. AND, have fun while you’re at it.

It’s so easy, even a parking lot can do it!

So stop taking yourself so seriously, and start finding surprising and productive ways to do your planetary thing.

Storytelling pays off for AZ nonprofit during SVPAZ’s inaugural Fast Pitch event

There are few times in life when we’re served up a life-changing event. I witnessed such a phenomena last Wednesday. Eight nonprofits competed for up to $100,000 in funding during the  Fast Pitch Social Innovation Expo, sponsored by Social Venture Partners Arizona. All they had to do was hone their pitch to a maximum of three minutes, and tell the most compelling story about their cause.

I was given the great honor of emceeing Fast Pitch, and then the opportunity to appear on our local PBS affiliate, with SVPAZ Executive Director, Terri Wogan, to share this remarkable storytelling event, and its winners, with Arizona.

Congratulations to the P.O.P.S.I.C.L.E. Center for captivating the audience with its three-minute pitch. The P.O.P.S.I.C.L.E. Center provides educational tools and resources for children with feeding difficulties, their families, and the professionals who work with them.

They also won the Mentor’s Award, which recognized the executive director that grew the most through the storytelling process.

The Judges Award, and the People’s Choice Award, went to Teen Addiction Anonymous, which provides a 12 step recovery program created by teens, with teens, and for teens, to address addictive behavior.

The stories from all eight finalists were so moving that two anonymous donors, in the packed house at ASU SkySong, pledged an additional $1,000 to each participating nonprofit so that every storyteller walked away with an award. This was in addition to invaluable exposure in the local philanthropic community the event provided to all 20 semi-finalist charities.

SVPAZ pursues a venture capital approach to philanthropy. We invest in start-up and emerging nonprofits that focus on children. Our partners give more than just money. We volunteer our time as attorneys, accountants, marketers, administrators and other professional services providers to help build operational capacity within charities. to help insure their sustainability. SVPAZ is where nonprofits profit.

Do you know of an Arizona charity ready to tell its story for next year’s Fast Pitch event?

Is social media deadening our storytelling skills?

More of my Q&A on the power of storytelling from Dr. Kathy Hansen’s A Storied Career blog.

Q: The storytelling movement seems to be growing explosively. Why now? What is it about this moment in human history and culture that makes storytelling so resonant with so many people right now?

cavepainting.jpg

A: When was the last time you heard a really funny joke? When was the last time you took the time to practice and tell a terrific yarn at a party? The Internet is full of them, but like the world economy, our storytelling talents have been in recession.

When you see a cave painting created by the ancients of a person on horseback following a large beast with a spear in its side, what story are they telling? Why would they take the time to build the fire, burn the charcoal, and memorialize their victory on a dark and damp cave wall? Because story, no matter how it is told, is essential to bringing meaning and expression to life.

As the noise of advertising, media, and politics has increased over the past 50 years, our attention spans, and therefore our message delivery, has grown dramatically shorter. We have become experts at “low-resolution” communications: The sound bite, 30-second commercial, PowerPoint slides, Twitter’s 140-character character, thumbs-up liking, speed dating, and texts that replace whole words with single letters. The pendulum has swung so far in the direction of burping information like bullets out of a Thompson machine gun, that people are beginning to realize something is missing.

Storytelling is making a resurgence because the social animal in all humans craves context, depth and content in our interaction. A story that involves us as the protagonists, or at least presents a hero we can identify with, that has to overcome great odds to achieve their desires, absolutely parallels the quests in each of our lives. It is an elemental depiction of our most basic instincts and fight for survival.

We have all been in such a hurry to be heard that the dots and dashes in our high tech telegraph communication are losing resonance. We communicate in binary form like the computers we type on. I believe the pendulum is swinging back to what people are starting to long for again: Slowing down and being part of a greater story.

The best green marketing is in how you frame your story, not your marketing

The following is the third article in a series from a Q&A about the power of story that I participated in with Dr. Kathy Hansen on her blog, A Storied Career.

Q: How important is it to you and your work to function within the framework of a particular definition of “story?” (i.e., What is a story?) What definition do you espouse?

Print ad for the Arizona Nursery Association

A: Working in the framework of story is the most important foundation for everything we do in the advertising and marketing business. It starts with our mission: To ignite the growth of people, products, companies and causes that dare to make the world better.

What do people fear? Some of the most basic fears are those of physical survival, health and wellbeing, humiliation, and being disconnected from your community. If you can tell a compelling story as to how the person, product, company or cause can make a significant and very real impact in any one of these areas, and all it takes is for the customer to participate in the story by engaging in the offering, and then deliver on that promise, you can’t lose. That is the power of story and how it is the building block for the gestalt of a client’s brand.

The heroes in every one of our endeavors are the people, or product, or company, or cause that hires us. Their quest is to make their customers’ lives better while positively impacting the world around them. The word “dare” reflects the antagonistic challenges our protagonists have chosen to battle to achieve something great. We are the sidekick, love story, or sage to the protagonist, and our singular mission is to ignite their growth, ensure survival and make them thrive by helping them overcome their obstacles

That’s the story framework found in our business relationships. Now overlay that exact same framework involving our clients’ customers as the sidekick or love story, and craft and tell a compelling story from their worldview as to how together with our client their worlds are mutually better.