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Archive for December 2009

Hoteliers – Are You Missing A Great Opportunity?

By Robert Grossman · Comments (0)
Monday, December 28th, 2009

I received the following from Alan Weiss, PhD. at www.alanweiss.com or www.summitconsulting.com. Alan Weiss is one of the most insightful people I know.  I may not always agree with him, but there is no doubt in my mind that he never fails to challenge my thinking and point of view.  He has been an invaluable resource to me.

Just the other day, I started working on my plan for 2010 and the first two books I pulled off my shelf were the Million Dollar Consultant and the Million Dollar Consultants Tool Kit.

Both books are authored by Alan Weiss. To continue my unsolicited endorsement of Dr. Weiss, my library has 4 other books from him.

From Alan Weiss:

“This week’s focus point: Every day, hotels and conference centers host some of the most respected authorities in the world who address groups on their property. Yet very few hotel managers ever request that their own staffs be permitted to participate, so that they can also learn from the best of the best. They ignore this huge resource on their own turf. Are you supporting or hosting experiences for others which you should be taking advantage of yourself?”

I’ve been in the meetings industry for over 15 years and I have often wondered the same thing. One of the greatest fringe benefits I get from producing corporate meetings is the opportunity to hear some of the worlds best speakers and thinkers.

Last summer, I held a workshop series on Social Media Marketing. I did offer complimentary seats to the hotel in exchange for the room fee. I did not ask for complimentary catering or audio visual, just the room fee. They were not interested. Maybe it was the content, more likely they did not have the time or some other valid reason.

I am not slighting hotels in anyway. I would imagine hotels are constantly asked if they would be willing to barter meeting fees for participant seats. I would not be surprised if the hotel policy is an automatic “no”.  But Alan brings up a great point about the incredible resource most hotels have at their finger tips.

This is just an example of a  crucial question for all of us to consider: how many times are we an automatic “no” when a new opportunity presents itself to us? What opportunities have you missed – even to learn something new by being an automatic “no”?

Thank you Alan Weiss for all you do to help others be their best.

Happy New Year To All!


Robert Grossman
Chief Message Architect, Founder and President
Focus Creative Group

Comments (0)
Categories : Uncategorized
Tags : hotel

Advertiser vs Consumer

By Robert Grossman · Comments (1)
Thursday, December 10th, 2009

Is Social Media changing the relationship between the advertiser and the consumer?

Big Time!!!

Here is a funny video which truly illustrates the point.

(please note: this video was not produced by Focus Creative Group).

Comments (1)
Categories : Marketing Tips, Social Media, video
Tags : social media marketing, social networking, web marketing

Familiar with “cause marketing”?

By Robert Grossman · Comments (0)
Thursday, December 10th, 2009

Wikipedia defines it as a “type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit.”

An example of cause-marketing that you’re probably aware of is the partnership of Yoplait’s “Save Lids to Save Lives” campaign in support of the Susan G. Komen for the Cure. The company packages specific products with a pink lid that consumers turn in, and in turn Yoplait donates 10 cents for each lid.

Today’s consumers demand more than just a quality product or an amusing commercial – they want to buy brands that resonate with their values.  So it’s important for companies to differentiate themselves from other companies which generate loyalty with the communities they do business in.

All of this translates into increased purchases and brand loyalty as well as added revenue, increased media exposure, positive public relations, improved customer relations, and additional marketing opportunities.

A great example of cause marketing was created by Jay Grossman, DDS (no relationship), a successful practicing dentist in West Los Angeles.  Dr. Grossman launched a not for profit organization called Homeless Not Toothless (HNT). Jay was tired of just giving money to the homeless and indigent.  So he offered to fix their teeth for free.

Jay expanded his organization to help build dental clinics for LA’s foster children. The first clinic is weeks from opening down in El Monte.

Because of his commitment to helping others combined with an effective PR campaign, Dr. Grossman has boosted his own practice dramatically. He recently held a fund raiser to help raise money for the clinic in El Monte. The evening was a star studded night attended by Sharon Stone and Larry King,  just to name a few.

I believe because of Jay’s philanthropic endeavors, he has enjoyed  both contributing back to society and growing his practice even in this down economy.

Learn more about Homeless Not Toothless

You can also view a 5 minute video about Jay and Homeless Not Toothless (produced by me :-) )

Please share your thoughts on cause marketing. If you have a great case study you are willing to share on this blog, please send it to me for review.

We can all make a difference and at the same time, enjoy the fruits of our labor.


Comments (0)
Categories : Case Studies, Marketing Tips
Tags : marketing strategy, Marketing Tips, networking, social marketing, social media marketing

Air New Zealand Videos Have Viral Potential

By Robert Grossman · Comments (0)
Thursday, December 3rd, 2009

CK Lin, (http://twitter.com/cklinorg) a brilliant PhD, Entrepreneur and all around good guy posted a video on Facebook to share with his “friends”. The video is called “Bare Essentials” and was created by Air New Zealand as part of a marketing campaign.  It is an excellent video! Watch and you’ll see why.

What makes this video powerful? Simply put, it has never been done before. It pushes the line of appropriateness without crossing it.  It still leaves a lot to our imaginations and it simply makes you laugh and feel good.

The best part is,  I sent the video out via Twitter and added @flyairnz (Air New Zealand’s Twitter ID) in my Tweet. Within a few minutes someone from the airline responded and thanked me for it and added @Robertgrossman to their response!

On Facebook , someone responded that Air New Zealand also created a passenger safety video in the same style as their marketing video. Evidently, they show this video on their airplanes.  I went to YouTube, got the link and blasted this video out on Twitter too. So now we have a little conversation and viral campaign going on.  I shared it and so did a lot of other people.

I was even more curious so I went back to YouTube. I wanted to see how many views the videos had racked up.

As of 11/25/2009, the Bare Essentials video has 4,116438 views with over 2,500  people rating the video. The video was posted in June 2009.

The on board flight safety video has 4,948,437 views and over 3,740 ratings.

Then the good people of Air New Zealand created a behind the scenes video. Not as many views, but still an impressive 846,737 people watched this video.

Too good to be true, I poked around a little more and even though nothing was covered up (sorry),  Air New Zealand created a website with the following url http://www.nothingtohide.co.nz/.  Okay, now I got it. This is all part of a brilliant marketing campaign.

Then, I found this video on their YouTube channel. Air New Zealand challenging Southwest to create the best passenger safety video.  Same music, same style of the other videos. It was posted two months ago and already has over 10,000 views. Frankly, I would have thought it would have had more by now.

The other videos were posted on their website using the embedded code from YouTube. The Southwest video is not on their website.

Fun videos, great food for thought and let’s see if Southwest rises to the challenge.

I would love to hear your comments about this.


Comments (0)
Categories : Cool Stuff, Viral video, video
Tags : internet viral marketing, social marketing, social media marketing, video, viral marketing

Just For Fun: Where is God?

By Robert Grossman · Comments (0)
Wednesday, December 2nd, 2009

Can’t take credit for this one. Sent to my by a good friend. I hope  you enjoy this as much as I did.

Two little boys, ages 8 and 10, were
excessively mischievous. They  were always
getting into trouble and their parents knew all  about it.

If any mischief occurred in their town,
the two boys  were probably involved.

The boys’ mother heard that a  preacher
in town had been successful in   disciplining children,    so she asked
if he would speak with her boys.

The preacher  agreed, but he asked to see
them individually. So the mother sent the 8  year old first,  in the
morning, with the older boy to see the  preacher in the afternoon.

The preacher, a huge man with a  booming
voice, sat the younger boy down and asked him  sternly,

‘Do you know where God is, son?’

The boy’s mouth  dropped open , but he
made no response, sitting there wide-eyed
with  his mouth hanging open.

So the preacher repeated the question in an  even sterner tone, ‘Where
is God?’

Again, the boy made no  attempt to answer.
The preacher raised his voice even more and shook  his finger in the
boy’s face and bellowed, ‘Where is God?’

The  boy screamed and bolted from the
room, ran directly home and dove into  his closet, slamming the door
behind him.

When his older  brother found him in the
closet, he asked, ‘What happened?’

The  younger brother, gasping for breath,
replied,’We are in BIG trouble  this time,’
(I just LOVE reading this next line again and  again:)

‘GOD is missing, and they think we did  it!’

Comments (0)
Categories : Just For Fun
Tags : Focus Creative Group, robert grossman

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