Archives for October 2006

Modern Marketing – Part 2

OK – Two weeks after the new Tony Bennett Duets album was released, I was finally near a Target store and had the time to go in and purchase the Limited Edition CD / DVD combo – “exclusively available” at Target. 

I did enjoy the short (20 minute) DVD in the recording studio about the making of the album. And I am glad that I have it just in case I do not TiVo the broadcast special on November21 (sponsored by Target.)

I doubt that I will ever look to Target stores to be my main source when purchasing CDs and DVDs in the future.  However, several interesting factors came into play during my short shopping experience at Target yesterday.

Wow – those stores are big – and no aisle goes straight through – like a maze! Interesting concept – keeps customers inside each department.  But, the CD department is all the way in the back of the store.  Limited selection; decent signage.  While I was looking for the Tony Bennett album – and they had a TV showing the “Happy Birthday Tony” promo ad in the department – I noticed the new Diana Krall CD – “From This Moment Out” – ALSO with a bonus track – EXCLUSIVELY available from Target!

OK – I am a sucker for “exclusive content” from my favorite artists.  No price shopping for me – if it is attractive and exclusive, I want it – and I don't look to save a couple of bucks at another store or on-line!  Very clever of Target.  It reminds me of why I buy CDs at Starbucks – They have it first (Ray Charles' “Genius Loves Company”) or it is a Starbucks original by artists that I like.

I'm not sure if Target is making money on its sponsorship of the Tony Bennett project.  They did from me because I ended up buying another CD – Aaron Neville's new “Bring it on Home … the soul classics” CD – all at full price!  I suppose the whole point is to bring certain desirable demographics into Target stores.

Here's the lesson that I think is valuable for retailers:

Find a way to bundle, manufacture or otherwise “brand” certain products as “exclusive to (your store.”)  When you use this tip selectively, it prevents customers from price-shopping your competition – only YOU sell this particular assortment.  I think that it also elevates your image in the minds of customers.  Certain customers value exclusivity – I do – and are willing to pay for it when it is something that they desire. 

The Eyes Have It

When will politicians ever learn the importance of effective communications?  Despite their access to professional staff, speechwriters and communications coaches, the majority of politicians get a failing grade in communications skills.  Perhaps it is just plain arrogance.  I call it ignorance.

Exhibit A – Representative Dennis Hastert.  Dennis – in the House of Representatives the “ayes” have it when it comes to voting. However, in communicating your message it's all about the “eyes.” 

Is it possible that nobody on your staff has told you that it is important for you to look into the eye of the camera during your news conferences?  You are telling your story to the American people who are watching you on television, in print media or on their computer.  We need to be able to look into your eyes to learn the truth.  Don't look down – that, in itself is telling us something!  Don't look at the reporters and camera crews in front of you – look into the camera!  We do not listen to what you are saying;  we form our impression (mostly unfavorable) from what you are saying with your body language.

Regardless of what the facts are, most people get the impression that you are hiding something.  People who are afraid to make direct eye contact usually have something to hide.

This is all so preventable!  Dating back to the 1960 Presidential debate between Vice President Nixon and Senator Kennedy, politicians have heard how important visual communications are in communicating your message.  Interestingly, a poll of potential voters who only heard that debate on the radio felt that Nixon won.  They couldn't “hear” the image of the “5 o'clock shadow” – but the television audience clearly saw that .

If you want your audience to connect with you and you want to gain their trust you must make direct eye contact.  In his excellent book, “10 Simple Secrets of the World's Greatest Business Communicators,” Carmine Gallo says: “Eye contact is associated with honesty, trustworthiness, sincerity, confidence.”

Also in his book, Gallo tells the story of Governor Howard Dean's thoughts about why his campaign for the Presidency failed.  Dean said, “I needed some serious media training.  I did it on the job but could have saved myself a lot of hassle if I had done it earlier.”

DUH!  Representative Hastert – are you listening?

 

 

 

 

D Hastert.jpg

Look Me in the Eye

I posted a new photo to Photos.

Arts Watch News October 11

Remember – October is Arts Funding Month at the Foundation Center.  Today is Wednesday which means that another special focus newsletter is available – and it is free – but only to those who register.

To give you an idea of the valuable information you can expect, I have attached today's newsletter as a file – just open it up.  Here are some of the headlines from the newsletter:

Scholarships for Young Artists – Youth in Philanthropy

Arts-Related Events at Foundation Center Locations

Recent Arts News from Philanthropy News Digest

Stanford Receives $50 Million for New Concert Hall

Goldman Foundation Awards $10 Million Challenge Grant to San Francisco Symphony

Funding Opportunities

JPMorganChase Regrant Program for Small Ensembles Seeks Applications From New York City Music Presenters

Community Foundation Silicon Valley Invites Applications for Advancing the Arts Initiative

Finding a Donor – Made Easy

Today, I would like to shine the spotlight on a great website / resource to access when looking for potential grant-makers – The Grantsmanship Center!  Here's are several benefits that make this group (TGCI) so valuable:

1) Search for Proposals / Proposals by Subject.  Imagine – being able to find and read Abstracts (Executive Summaries) of Winning Grant Proposals!  The groups that actually received the money – on-line and at no cost.  You can gain invaluable insight into how to craft a winning proposal by reading the Abstracts that interest you.  You can also order – for a modest price – the Library of Winning Grants on a CD-ROM.

2) Find Grant Resources for your State.  I was looking for potential donors in my home state – California.  Click here and you will find links to: Top 40 California Foundations that Give Grants; California Community Foundations; California-based Corporate Giving Programs, etc.  Wow!  TGCI has neatly collected and organized all of the major sources of funding for your state on one page.  Research was never so easy!  Thanks TGCI!

3) Access to a library of great articles and training tools to help you to improve your skills in grantsmanship – most of them free or at low-cost.

Later this month I will go into some of these features in greater details.  We will explore a Winning Abstract – what made it stand out? and we will discuss Community Foundations and Corporate Giving strategies.

Please join me in giving a round of applause to The Grantsmanship Center!  They provide a great service to all of us.

Do you have a favorite website or resource that you use when seeking donations?  Please share it with our readers.  We would love to hear from you!

Update on California State Funding for Arts Education

I want to salute the fine work of The California Alliance for Arts Education (CAAE) in helping to restore state funding for quality arts education in California.  They played a key role leading up to Governor Schwarzeneeger signing the historic bill that provides:

1) A block grant of $105 million to support standards-aligined arts instruction from Kindergarten through the 12th grade.  The funding will be allocated on an equal amount per pupil per school site.

2) $500 million on a one-time basis for the purchase of arts, music and/or physical education professional development, supplies and equipment.

CAAE has sent me a file – which I have attached – that explains the funding and answers the most frequently asked questions about it.

I am sure that we are all eager to see the money allocated and if you run a business I am sure that you can imagine the impact this spending might have on you.

However, as arts advocates we must always remember that we fight on behalf of children – the students who will benefit from increased exposure to and instruction in the arts.  Our role is to make sure that the decision makers hear the perspectives of all key stakeholders – administrators, teachers, parents, community and business leaders, and representative of arts organizations – before deciding how to implement the funding.

Please go to the website for The California Alliance for Arts Education – www.artsed411.org – and take advantage of the many valuable resources that they offer.  Become informed and be prepared. Let your voice be heard.  The arts make a difference for all of us!

Connecting with Your Audience

I was browsing through a few business books this morning, looking for an idea.  Along the way, I found this gem that I would like to share with you:

“The famous conductor Eugene Ormandy – The Philadelphia Orchestra – once said: “There are two types of conductors: one has his head in the score and the other has the score in his head.'”

– From: “Present Like a Pro”, by Cyndi Maxey and Kevin O'Connor

We have all seen speakers who keep their head down – buried in their prepared remarks – and boring us to sleep.  How is it possible to put any energy into your remarks if you are simply reading your speech?

Most of all – how can you possibly connect with your audience or respond to their reactions?  You can't!  So why bother?  Just mail in your comments, because you are just mailing in your speech!

I play the piano.  I enjoy it and lately I have been able to play more often.  Last week I did a couple of mental exercises relating making music to delivering a speech.  As I played a familiar song, I imagined that I was actually delivering a speech to an imaginary audience – I knew the lyrics to this song, so I was telling them a story.

Try this sometime – it is really an amazingly effective excercise.  Since I knew the basic material (the song and the lyrics) I concentrated on my delivery – and my connection with my (imaginary) audience.  I tuned into how I could use devices (rests, tone, volume, cadence, repetition, contrast) to improve my performance.

When we speak, it is important to remember to “write for the ear.”  When we speak we must concentrate on how we are heard (by our audience.)

If you do not play music, you can still do this exercise – listen to a favorite piece of music. How did the singer or instrumentalist connect with you?  If they did not connect, why not?

You can compose an excellent piece of music – but it is the performance that makes the song memorable.  So too with public speaking.

 

Arts Funding Newsletter for October 4

Ok – It is Wednesday – And Wednesday's in October are special this year – The Foundation Center is honoring The Arts with their 5th Annual Funding for the Arts special focus.

If you have not yet signed up for the special Arts Funding Newsletter – it is free! – I am attaching it here – as a file.

 

The Process of Change

“People go through four stages before any revolutionary development: 1) It's nonsense; don't waste my time. 2) It's interesting, but not important. 3) I always said it was a good idea. 4) I thought of it first.”

– Arthur C. Clarke

Each of us, regardless of the industry we work in; or the point where we are in life or career, is always at one of these stages.  Understand that this is a cycle – by the time you are saying , “I thought of it first,” you are likely to say “It's nonsense” about something else.

The only certainty in life is change.  How we approach change – our attitude towards the inevitability of change is what counts:

“We cannot direct the wind, but we can adjust the sails.”

– Bertha Calloway