Little Red's Big Ideas

Procrastinators Wanted for Marketing Webinar

If you're one of those people who suffers from a bit of ADD,tends to procrastinate a tad OR just can't seem to find a time to focus on your marketing -- Have I got good news for you!

I am thrilled to begin the California Parks and Recreation Society Parks Make Life Better!® Webinar Series this Tuesday, May 8 (with a second session on May 15).  And YOU are invited!

The cost to attend is only $10 and we are filling up fast! Whether your agency is currently involved in the Parks Make Life Better!®  branding campaign, or you are considering becoming involved, I strongly encourage you and your staff to grab a spot at this interactive session.

 For more information or reserve your spot -- click here. 

You can also cut and paste this link into your address bar:  http://www.cprs.org/index.php?option=com_content&view=article&id=749:the-make-a-take-marketing-plan-webinar-parks-make-life-better

If you have any questions please give me a call at 760-809-3231.

Create a Sponsorship Genetic Code

I'm a Tom Searcy fan!  I love reading his articles on CBS Moneywatch and find myself quoting (borrowing? stealing?) his soundbites.  The least I can do is pass along the wisdom as a gift to my blog readers.  

Today I came across an article (which you can read in its entirety by clicking here) which perfectly applies to anyone looking to land sponsors big and small.  (But why go after small sponsor dollars when, with a little advice from Searcy, you can turn a minnow into a whale of a sponsor.)  

The article says that "before you can begin seriously attracting prospects, you must create a marketing genetic code that is attractive."  Searcy is talking about creating physical magetism; Actually creating the kind of organzation, event, program or opportunity that sponsor prospects want or feel a need to be part of.  Do people stand up, listen or even notice your selling messages?   Do they tune in and perk up during networking discussions and presentations.  Your sponsorship "pitch" is your selling message and must contain what Searcy refers to as marketing DNA.

Here are Searcy's ten steps to help create these all-important marketing genes:

 1. Name it. Create a business, product, or website name that gives potential clients a hint at the results you can produce for them. The worst possible name or website name is your name. Sorry to say, clients don't want us, they want results.

2. Choose words wisely. Write a headline for your website and marketing materials that describes your audience and the results you produce for them. Do this in no more than 10 words.

3. Name your prospect's pain. What are your client's worries, frustrations, and concerns that you help solve? This is also called the FUD factor: fear, uncertainty, and doubt.

4. Pick a process. Describe your solution or methodology for solving these pains. What process do you follow to produce results? Offering a proprietary problem-solving process that you name and trademark is best. This answers the all-important question in their minds: "Why should I do business with you instead of one of your competitors?"

5. Mention the myths. State the common misperception or myth that holds many back from getting results. Why doesn't everybody do what you named in step 4?

6. Do this, don't do that. Get specific with prospects. Tell your prospects what they need to do in general to solve their problem. Pretend they weren't hiring you and you had to describe the steps they should take for success.

7. Include other good things. List any other benefits they get from following your methods. What other good things do people get when they do what you advise?

8. Name the numbers. Elaborate on your track record of providing measurable results for clients. This is not about years in business -- it's about quantifiable success. Be as specific as possible. Use numbers, percentages, and time factors.

9. Be helpful online. Create a website with free articles on how to solve these pains. Each article should be about 300 to 600 words. What's a good format? Consider the numbered tips approach you are reading right now (easy to write, easy to read).

10. Make them an offer they can't refuse. No, not an offer that might remind anyone of Don Corleone in "The Godfather." Offer prospects a free special report on your website. You are offering to trade a valuable piece of information for their email address. Tell them they will also receive a tips eNewsletter from you. Assure them you will maintain their privacy and that they can easily opt out of your list anytime they want.

 Don't sound like everyone else and you won't be treated like everyone else. Follow this advice and you will get the last laugh.

 

POP Marketing - How to Turn Parks and Recreation Centers into FREE Marketing Tools

Although I have no affiliation with The Active Network, I know they offer an ever-growing inventory of on-line registration and "integrated marketing" solutions.  I, however, have come to appreciate their ability to condense and share information with our shared customer base.  

For example, but they have a host of talented writers who share practical marketing ideas and customer retention strategies via a wide array of on-line and offline resources.  LIKE their Active Communities Facebook Page to keep up on trends and ideas specific to parks and recreation agency needs and concerns.  

I've also become a huge fan of  Henry O'Loughlin who, among other things writes spot-on articles for Active Network Communities Blog.  The blog, according to its homepage,  "helps parks and recreation agencies, campus recreation departments, YMCAs, and other community organizations get more participants, manage their operations better, and build stronger customer relationships."  Sounds like we (Little Red's Big Ideas and the Active Communities Blog have a lot in common!

Here is an excerpt from an article by O'Laughlin which highlights the POP (Point of Purchase/Participation) concept for park and recreation agency facilities.  The article asks:

How many people visit your facilities each year? Between pools, rec centers, parks, and gyms that number is probably pretty high. It’s also your total yearly reach if you use walls, benches, and counters as places for marketing messages. Here are some things to consider before investing in display advertising:

 Places to put marketing materials

•  
  •  
    • Counter tops
    • Benches
    • Lavatories
    • Outdoor signs
    • Trash cans and recycling bins
    • Walls

I can also think of many more places to promote your brand inside and outside your parks, recreation and community centers.  Here are some of my ideas...

Interior and Exterior Murals

Waiting areas (people will read ANYthing while their waiting)

Fence and field signage

Entryways 

Counters

LCD Screens/Video Displays

 

How do you take advantage of your on-site marketing opportunities. Please comment below

Awesome Apps and Cool Tools 2012 - A Special Bonus for CALSAE

Currently my most popular workshop is called Awesome Apps and Cool Tools.  Sometimes I even sneak it in when my audience least expects it as a bonus!  This was the case at the California Society of Association Executives conference this week.  I feel so strongly about the workshop as I see so many people and organizaitons trying to balance social media and traditional marketing.  I try hard to make sure this workshop filters out the fluff and shines the light on very relevant, very effective resources.  

For those who attended my workshop at CALSAE called 50 Ways to Go GaGa for Google -- I'm happy to share these list of Awesome Apps and Cool Tools! Enjoy and happy Googling.  

 

Download Awesome Apps 1 page pmlb qrcode 2012

Oodles of Google Doodles - Is there one in your future?

While Google takes its logo and brand very seriously (it is one of the most valuable and recognized brands in the history of brands), they also have a sense of humor; as is evident by their random acts of Google Doodles released over the past 14 years.  (You can see all of them by clicking here...)

Recently I was asked what it takes for Google to create and post a Doodle on behalf of an inventor,innovator, cultural icon or milestone.  So, I Googled it and found out that, not only does Google have a contest where young artists can submit their Google Doodles to an esteemed panel of cool guest judges including Katy Perry); but they also have a place where you can submit YOUR ideas for an upcoming Doodle -- proposals@google.com.  So, if your organization is celebrating some kind of crazy milestone, significant achievement or noteworthy accomplishment -- maybe Google will Doodle YOU.  Here's an excerpt from Google's online post along with the link to the entire page.

How do you chose the doodle subjects?

Googlers and fans from around the world suggest the topics from which the doodle team doodles (you can suggest one too at proposals@google.com).

You never know what doodle might come next but we’re particularly fond of science, innovation, creativity, and fun. We also love to celebrate cultures from all around the world.

Who knows, maybe someday we’ll be doodling for the invention you shared with the world!

Is there a place I can see all the past doodles?

There is! You can always visit www.google.com/doodles to see all the doodles that have run around the world. You can record a tune on the Les Paul guitar doodle, play a game of PAC-MAN, or watch some clips of I Love Lucy.

 

Is Google God?

I'm thinking NOT but the question is asked in this fun video which shows what can be done when you know what to do with Google's "I'm feeling lucky" search box.  There's even one for Easter!  Besides the video I'm also posting a link to an article that offers some of the same ideas...  

If you'd rather be surprised and have some fun simply type the following (one at a time, of course) into your Google Search Bar and hit "I'm feeling lucky"

• Google Gravity
• Google Sphere
• Google Loco
• Annoying Goggle
• Epic Google
• Google Reverse
• Google Goth
• Google Pacman

There are a ton more.  Please add your favorites to the list by commenting below.  

 

Google Search Tricks on You Tube

2012 CPRS Handouts

I'll make this quick since most of you just want the handouts from the FOUR super-fun sessions (well, I thought they were wonderful, I hope you had a good time) I presented at the 2012 California Park and Recreation Conference in Long Beach Last Week.  

I have been attending this Conference for almost 20 years. (I think my first CPRS conference was in San Diego in 1994 or 1995.) This conference was special, however.  Not only did I notice a young, enthusiastic audience in each of my session rooms. But, there was also a feeling of optimism that has been missing over the past few years.  There is still the bad news of still-shrinking budgets; an economy that seems super-glued to a place called "STUCK" and the fact that many park and recreation agencies disappeared altogether or have been merged (or swallowed by) other departments.  But, it also seems as if many departments have gone through the cuts required to move forward bringing HOPE back into a profession that delivers HOPE and HAPPINESS to so many Californians.  

What did you think of the atmosphere at Conference?  Do you agree that there was a sense of optimism or was I just hanging out with happy people?  Before you download the handouts, leave a comment or two to let me know your thoughts...

Download Branding using Memories

Download Awesome Apps 1 page pmlb qrcode 2012

Download Sponsors PMLB - This is a PowerPoint Presentation

I also did a Round Table at Conference.  Here are the notes used for session.   Download 30 in 30 minutes or less

101 Google Tips and Tricks 2012

Tomorrow I am excited to present a new workshop for the California Society of Association Executives. It is an association for people who run associations -- usually paid staff, rather than volunteers. Although the session they selected is called "50 Ways To Go Gaga for Google" I always like going the extra mile! So here is a links to a wonderful article by Karl Hodge which has 101 Google Tips and Tricks. 

Here are the first 10 to get you started...

1. The best way to begin searching harder with Google is by clicking theAdvanced Search link.

2. This lets you search for exact phrases, "all these words", or one of the specified keywords by entering search terms into the appropriate box.

3. You can also define how many results you want on the page, what language and what file type you're looking for, all with menus.

4. Advanced Search lets you type in a Top Level Domain (like .co.uk) in the "Search within site of domain" box to restrict results.

5. And you can click the "Date, usage rights, numeric range and more" link to access more advanced features.

6. Save time – most of these advanced features are also available in Google's front page search box, as command line parameters.

7. Google's main search invisibly combines search terms with the Boolean construct "AND". When you enter smoke fire – it looks for smoke AND fire.

8. To make Google search for smoke or fire, just type smoke OR fire

9. Boolean connectors like AND and OR are case sensitive. They must be upper case.

And here are some of my favorites!

18. You can also ask Google to fill in a blank. Try: Christopher Columbus discovered *

27. Find live webcams by searching for: inurl:view/view.shtml

29. Want to know how many links there are to a site? Try link:sitename – for example link:www.mozilla.org

 41.  Using the "location:" filter enables you to return news from a chosen country. location:uk for example.

53.  Google stores the content of old sites. You can search this cache direct with the syntax

keyword cache:site_ur

55. No calculator handy? Use Google's built in features. Try typing 12*15 and hitting "Google Search".

56. Google's calculator converts measurements and understands natural language. Type in

14 stones in kilos , for example.

57. It does currency conversion too. Try 200 pounds in euros

80.  Enter the carrier and flight number in Google's main search box to return flight tracking information.

100. Type "answer to life, the universe and everything" into Google. You may be surprised by the result..

 If you like these tips don't forget to check out the entire article... AND if you have a favorite tip or trick PLEASE share it here! 

URPA 2012 Workshop Handouts

Here are extended versions of the session handouts (including my Breakfast Keynote) presented at the Utah Parks and Recreation Association Annual Conference at the beautiful Zermatt Resort.  

If you download the handouts please leave a comment letting me know what you thought of the workshops and materials.  Thanks for having me! And have a great time putting YOU in your commUnity!

Download Utah Keynote - Putting YOU in Community

Download Make and Take Customer Retention 6 page

Download Hire, Train, Keep Staff Short 2012