Rallying Around the Claus
For most of us, this is the time of year when we tend to draw closer to those around us, to be less intense and more forgiving. Do you buy that? Truth is, I don’t know if that’s true for most of us or not. I can only speak for myself, and simply hope that’s the case for everyone else. It does feel good, however, to believe in the ideal of a more connected, less cruel society, even if only once a year.
Why is it that we draw closer? For many, it’s about faith and what the Christmas holiday represents. For others, it’s simply about the joy of giving (and receiving). Still others want to believe in Santa Claus—or at least the idea of Santa Claus, a jolly old chap who brings gifts to all the world. For me, it’s all of these things. Whatever one believes, the holiday season should be comforting, inspiring, joyous. I hope it is for you.
Sadly, this is also a season where many find themselves more hurried and frantic, or more depressed. Perhaps it’s the weight of another year of unfulfilled wishes coming to a close. Maybe it’s rooted in a magnified sense of loneliness or distance from friends and family. Whatever the cause, it is my hope that those who feel this find some connection to the world, to the season and all its wonder.
There’s that word again—hope. Ben Franklin said, “He that lives upon hope shall die fasting.” Perhaps he was right. Simply hoping for the best for others doesn’t make it so. That requires action. So for those of us who find ourselves in a giving spirit, let’s make the effort in some small way to touch those who are struggling through the season. It may be no more than a smile to a stranger, a cup of coffee and a conversation, a donation of time, money, clothing or toys. Just do something. The action is its own reward.
Now where was I before my plea to you to be charitable? Oh yes, that inescapable yearning for connection to one another during the holiday season. I think much of it is fueled by the pervasiveness of the season. It becomes the center of attention—in the news, in advertising, in our own little worlds of holiday parties and mall traffic. It reminds us that we’re all in this together. We all rally around a cause or event that affects us as a whole. That’s why movies about alien invasions are so inspiring to me. They unite the world against a common enemy. It’s why there is such a pouring out of help and support when natural disasters strike anywhere in the world. We realize that the event is bigger than any of us.
So whether you believe in Santa Claus or not, I implore you to believe in what he represents. Don’t dismiss the power of the myth of a jolly, white-bearded chap being whisked across the sky by tiny reindeer just because you’re a grownup. Let that giving spirit and sense of unity draw you closer to those you know, and those you don’t. Be a kid. I promise it doesn’t hurt. Just ask a kid. They’ll tell you.
By: Larry Roy
What happens when you hire a company to help you improve your brand, or increase the flow of traffic to your website or your business? What’s their process? Do they go in the back room and grab “Improving Your Brand Template #4” off the shelf, rename it and say, “Here you go?” I hope not.
We can’t tell any company exactly what should be done to accomplish their goals through marketing and advertising until we thoroughly understand a few things. Let’s start with who they are–meaning who they think they are, who they want to be, how they are really perceived by the public, and do any of those match. It takes some significant probing and prodding to get a sense of this, but our clients appreciate it. They get what we’re after.
There is much more we need to learn before we can devise a real plan of attack and the necessary weapons to employ, but let’s skip that for now and jump to the process of brainstorming. What a cool word—raining on the brain or, I guess, from the brain. In any case, it’s fun and challenging at the same time. In our group, we tend to take the information we’ve extracted from our clients’ heads, then sift through it independently. Allowing individual thinking first, without the influence of others, pushes our team to think for themselves. That’s a good thing.
When we do come together in a brainstorming session, it’s a free-for-all by design. I don’t want us hung up on the how-to or the inherent silliness of an idea, at least not at first. If we’re not laughing hysterically at some point during a brainstorming session, then we’re probably not unearthing the best ideas. When you let diverse minds interact with a singularity of purpose, but with total freedom to dream up anything they want, it’s amazing what comes out of it! Einstein said, “Imagination is more important than knowledge,” and I listen to what he says.
So after the frivolity of a brainstorming session or two, we switch sides of the brain to zero in on the best, most feasible ideas for a client. Then we fine-tune them, and organize them in terms of priority. Next step, present to the client.
“You think we ought to do what?” It’s not an unusual first comment from a client when we sit down to review our ideas. That’s okay. If we don’t surprise them with something they haven’t considered before, then we haven’t earned our keep. That’s not to say that our sole objective is to shock the client with some crazy idea, but they’re paying us to think differently than they do. They ought to get their money’s worth. Besides, there’s always a method to our madness, a strategic logic behind our crazy ideas, and typically some precedent of prior success.
This is phase one of the process we follow with our clients. Phase two is defining budgets and timelines for implementation; more on that in the next installment. In the meantime, my advice to those seeking brand enhancement or advertising help is to look for a company that isn’t afraid to ask you hard questions, and then tell you what they think. It helps if they’re a little off their rocker, too! Just a little.
I hope this article helped shed some light on creative advertising agencies. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Marketing Consultants Nashville.
By: Sheilah Griggs
This last week in NYC the city seemed so much more friendly, so much more welcoming than I even remember from when I called it home. I connected with so many new people, and strangers started conversations everywhere my feet took me. I started realizing that there was one common thread that made busy New Yorkers actually stop and speak to me, so I thought I’d share the secret. Not that it is revolutionary but to my surprise it was measurably effective. However, it did require me to step out of my comfort zone, and of course, I had to do my part to continue the conversation and turn the chance meetings into relationships.
My friend, Sue, a jewelry designer, sent me to New York City with a box of treasures while making me promise to give my traditional diamond studs and pearls a break. I was not living up to my accessory potential in her assessment and needed to kick it up a bit. Well, okay, a lot. So, I trusted her and promised to wear something different everyday. And everyday I would stand in the mirror wondering if I could really pull it off… and guess what? I could!! People consistently commented everywhere I went.
I had ZERO clue that one promise to Sue would be the catalyst to cultivate new relationships and open up a world of opportunity. Seriously, it was the jewelry that made NYC more friendly, more engaging, less scary. If it can work in NYC, it can work anywhere. Take the leap, wear something unique and see what happens. But be ready for the conversation that follows and make it count! Smile, be friendly, engage and say thank-you. Return the compliment and go from there with witty banter…. it will work.
If you want to see some of what I wore to make new friends, check out: www.creativemindsgallery.com
I hope this article helped shed some light on networking in business. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies.
Point 3 Media decided to get involved with a business development platform earlier this year called Accelerent. It’s a significant investment of both time and dollars, but we felt it was worth it for one main reason: we wanted to do more local business to build the economy in Middle Tennessee. We spent many years building our client list outside of the state, but are now focusing on helping businesses close to home.
So far, Accelerent is exactly what it says it is: a business development platform. I know that Larry, Sheilah, Jessica and I have had a fun and productive time going to the various events, and meeting all of the different partners and their clients. I’ve met more people in the past two months of being involved with Accelerent than in the past two years of living in Nashville. It’s been great on a personal and a professional level. Plus, what a great way to distribute your business cards!
The events encompass everything from one-on-one meetings to wine tasting events. There is also a monthly breakfast where Accelerent brings in a speaker to educate business leaders. They’ve included: Merril Hoge, Peter Vidmar, and Vernice Armour. They’ve all been great and so inspiring. I really learned a lot from Peter Vidmar – he’s a US Olympian and motivational speaker. He can still even do his pommel horse routine and he’s over 50! Peter spoke about motivation – ROV (Risk, Originality and Virtuosity) – and how those three elements should insure that your business outperforms the competition. You should definitely read about his story here.
All of this networking would not mean much unless there was measurable ROI. One of my tasks is to track how many meetings we have, how many proposals we deliver, and how many clients we do business with because of Accelerent. Utilizing the Accelerent platform there is a longer term prospecting process, however, the potential return on investment is great. That being said, now that our Accelerent partners are familiar with what we do, business is steadily flowing. We have many appointments booked each week, which is great, but it can be overwhelming and that’s why I’m here to help. I’m excited at a new opportunity for Point 3 Media, and am looking forward to expanding our family of clients.
By: Sheilah Griggs
In working with literally 100′s of entrepreneurs over the years, there are several common attributes I find in successful people. First of all, most started their business based on something they loved to do or enjoyed being around. It’s hard to do the mundane duties of running a business if you are not passionate about your product or service. You need to believe that what you are doing is worth it, that it will make a difference and that it matters, if only to you. Never underestimate the influential power that comes from a person with passion. People seem to easily “catch” their message and they don’t seem belabored with trying to “teach” their vision. They are inspiring and all of a sudden people will begin to buy their product and build their brand for them. So don’t be afraid to show your passionate side – people like it!
Other successful individuals see a void, or need, in their own life and have their “ah-ha” moment about how to fill it. For example, let’s look at the successful international company, Spanx. If you don’t own some, your mother, sister or girlfriend does. One day, a 20 something young lady named Sara Blakely wanted to look better in her white pants so she cut off the feet of her nylons. Later, as she was walking around the city feeling svelte, she thought, hmmmm… I bet other women would like this too. And, she was right. She saw a need and she filled it…. and she’s kept on filling it with over 200 product lines.
Now, what if Sara Blakely had her “ah-ha” moment and started absorbing all of the negative energy that began coming her way? You know, the thoughts like, “Well, maybe it’s a stupid idea” or “But, I’ve only got $5,000.00 in my savings” or “My best friends boyfriend rolled his eyes at me.”…. you get the idea. If she had decided to dwell in the negative she would have missed the opportunity of a lifetime. She would still be selling fax machines (no joke), she wouldn’t have had the ability to fund foundations that help women entrepreneurs and we all would look much worse in our cocktail dresses. Tragedy really. So, another highly important attribute is staying positive. People want to be around positive people. People want to buy from positive people.
You’re probably thinking, okay Sheilah, how do I stay positive even in such dreary times? The answer is to surround yourself with like-minded people – build your community. Start by talking to that one person that always makes you feel great – you may not even know him or her that well, but you always walk away feeling energized. Positive people draw positive people. Negative people draw downers. Start noticing what badge someone is wearing and hang out with your crowd. Watch the words coming out of your mouth so you will draw the kind of people you want, and at the same time you’ll make someone’s day with your energy.
Bottom Line: Start dreaming with passion, be around positive people and stick to one rule – no negativity. Just go for it. If you’re like Sara, you’ll boost your bottom line in more ways than one.
I hope this article helped shed some light on the life of an entrepreneur. Click on the links for more great information about Marketing Consultants Nashville and more specifically about Creative Advertising Agencies.
By: Taylor Vick
I grew up in a suburban white community. It was all about the politics – think Real Wives of Dallas. The women who knew how to network the best were the ones who were always featured in the society section, their kids always got the lead roles in the musicals, and their husbands were always invited to the top men’s business associations in town. A powerful net-worker truly cannot be stopped.
I was first introduced to the real power of networking by my Grandmother. She had an author friend in town and I happened to stop by her house for a visit. This woman talked herself into getting me in touch with the National Debutante Cotillion, since she was so impressed with me. (I really only smiled and nodded as any shy 17 year old would do). A few months later, I received a call to join Washington D.C.’s finest for a week of Debutante parties. I was honestly in shock.
[Side note – anyone who knew me at 17 knew I was a total tomboy who only wore jeans, Dr. Marten’s and baggy shirts. Not exactly the “Debutante” or “Sorority” type].
Debutantes to me equaled white dresses, and a parent’s excuse to throw a mini-wedding celebration for the honor of getting a mention in the newspaper. Not my thing at all. I couldn’t have been any more wrong.
The Washington D.C. Debutante Cotillion was about the fabulous dress, but it was also about learning how to network. By watching the other guests, I determined three things: talk to everyone regardless of station, don’t be shy, and start a conversation because no one else will do it for you. Talk about the embodiment of Carpe Diem! This wasn’t your typical event. It was a bunch of politicians, original USA families who could trace their origins back to a founding father, military officials, and me. What did I have to offer?
I blossomed into the best conversationalist I could be. I asked my conversation partner questions about what they did, their interests, their ideas. Never once did I offer a story about myself unless specifically asked. By listening intently, I instantly elevated my position as more than a Debutante. I was a powerhouse of networking!
I knew exactly who to connect to whom. I was able to remember birthdays, anniversaries, and important stories or dates in that person’s life. After the parties were over and life had settled down, I was able to write thank you notes, send birthday cards and otherwise let my new friends know that I was thinking about them.
The result of all of this is that I have a place to stay in most metropolitan areas in the USA, as well as in many European countries. Not only that, but I have a wide variety of connections I can tap for business recommendations, political influence, business ideas, and (my favorite part) friends I can count on for travel.
The biggest lesson I learned for networking is: the more you practice, the better you become at it. Practice really listening and remembering facts, dates, ideas, etc. Practice making social situations about everyone else other than yourself. Be gracious. Don’t interrupt. And more than anything: be there to have fun!
I hope this article helped shed some light on networking. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies.
By: Sheilah Griggs
The word “networking”, while creating an orgasmic flurry of excitement in some, can often cause an otherwise mature adult to roll their eyes like a teenage girl. Why such extreme reactions? The one panting thinks he will meet someone at the next meeting that will make him a millionaire and the other sees it as a waste of time because the guy living from event to event is doing so over a garage.
Networking alone does not put food on the table nor does being a hermit help grow your business. If you are fortunate enough to have a team where the introverted workaholic is balanced by the gifted socialite, then your chances for success are good. But what if YOU are the team?
Regardless of the scenario, everyone can find their balance if they stay networking neutral. How do you do that? Well, first of all, stop looking at it as “networking” and start looking at it as making friends. Now, what did we learn about making friends in elementary school…. Be nice, don’t interrupt and share your toys. Things really aren’t that different – our clothes are just bigger.
Nobody liked the pushy bully in school and now he’s grown up to be a salesman – no matter what he’s selling, people will go hide in the corner to escape his mouth. Selling should not be your goal. Building a relationship should be. You can’t expect a deal to close on the first night…. people who do that are called sluts, if you recall. So, be patient, be charming, and be liked.
Nobody really liked the snotty “soch” that wouldn’t share her Aqua Net and talked about, well, about herself. So focus on asking questions and give your elevator pitch in a conversational way and when solicited. Don’t worry, people will ask what you “do” because it’s more comfortable than asking who you “are” on a first date.
The shy girl always on the sideline at the high school dance probably grew up and created something amazing like the windshield wiper. But, at a networking event, she’s probably still waiting for someone to smile her way. Be the one who does it! Bring someone out of their shell and they’ll never forget you. If you were the star quarterback, probably by now your waist line is higher than the number on your jersey but all of that attention probably gave you quite a bit of confidence. Use your powers for good – help someone feel part of the action. Be helpful to someone else and you will be remembered.
Of course, if we only knew back then that the “nerd” would grow up to run a Fortune 500, we might have said yes when he asked us out. So, when someone who doesn’t seem like your “type” wants to chat or grab coffee, take the half hour to do so. You’ll still have friends the next day at the lunch table, trust me.
In a way, all this “networking” stuff is really very old school. In all of this over sharing and electronic communication we’ve seemed to have forgotten the art of conversation…. but that’s for another blog.
I hope this article helped shed some light on business networking and strategies. Click on the links for more great information about Strategic Business Planning and more specifically about Creative Advertising Agencies.
By: Taylor Vick
The editing process is something that has always amazed me. It takes such skill, attention to detail and focus to edit footage. Larry Roy was available to answer some questions about editing from a producer’s viewpoint, and how he manages all of that content.
Taylor Vick: Stock footage versus original footage?
Larry Roy: Stock is more cost efficient when the style or quality of footage you need is way beyond what the commercial budget will allow. Footage from a certain era, for example. It’s obviously easier you use stock WWII footage, than to attempt to re-create it, unless you have the scene calls for something very specific, and you have the budget. Or maybe you need footage of sharks – not something you would typically go out and film even if you have the budge, since there is great shark footage available.
If you need to portray a specific location or event, or a very particular style of footage, then original footage is best. It localizes the message and adds credibility. We prefer to shoot footage whenever possible, but again, it’s gaging what is more important–the quality or the specificity of the shot? If you can afford both, shoot original footage in most cases. Since stock footage is of course available to anyone, we often add a treatment or filter, or vary the speed, to give it a unique flair.
TV: Do you have any editing tips?
LR: Editing is really where a story gets told, whether it’s a commercial or it’s a short video or a feature film. It’s where you piece together the sequence, timing and flow.
Beyond timing and flow, editing is a lot of decision-making about what to use and what to leave out. On most projects, we overshoot to give us options in post. (It’s no fun to produce a 3-minute video with only 2 minutes of good footage!) Editing can and should involve trial and error, because the timing and feel is so important.
In commercial advertising, we typically edit video to audio. In other words, you have a recorded script or on camera talent, or music–something that marks a beginning and end. Audio and video of course have to work together in some logical or aesthetic fashion. So if you lay down your base audio track, driven by words, sounds and/or music, then you’ve got something from which you can tell the visual story. Audio is generally enhanced, or “sweetened” at the end of a project, but in its rough form, it typically starts the editing process.
In short, my advice is to be prepared, have a vision for the project, but allow for creative ideas to flow once you sit down to edit.
TV: How do keep track of all the different edits/shots?
LR: On set, we use verbal remarks, slates, shoot logs, and good script supervisors! Often the audio remarks a director makes on set while the camera’s rolling guide the producer and editors in post. And even in this day and age, a good paper log to refer to when in post-production helps. Digital production makes shot management much easier now, as opposed to tape and time code, since each take of a scene can be captured as a separate clip.
Also, we tend to shoot to edit. Because I’ve done a lot of producing, I understand what an editor has to go through, and try to think ahead when shooting so as not to make the editor’s job a nightmare. Yes, we’ll overshoot, but mainly to give us options where we expect to need them. When shooting B-roll for some long-form product, our shots are pretty planned, but we improvise on the fly as well to capture different angles or elements or scenery, just for variety. There is a “must have” list of shots, then there’s everything else.
TV: How do you go about selecting music to go in the commercials?
LR: To me, the mood that you want to create with the commercial should drive the music selection. If it’s intended to be light-hearted and fun, then the music needs to follow suit. If the tone is more somber and serious, then the music needs to match that. Some of the best post-scoring to me in commercials is what’s NOT there–a strategic break in all sound to accentuate a point. We often use a straight percussion, or a recurring sustained note to create a unique feel or sound.
One of the most important parts of production is the planning. Here, Larry Roy talks about the planning process and how to overcome on-site challenges!
Taylor Vick: Are there any on-site challenges that you have to overcome on the day of the shoot?
Larry Roy: Yes – all kinds of things! Planning is a huge part of production. It’s maybe the biggest part. If you’re planning to shoot, all the preparation you do ahead of time, if you’re doing on location shooting, the planning and preparation makes all the difference. But, having said that, there is virtually always something that you have to fix on the fly. It could be that you’re shooting outside and it rains. Or that there’s unexpected noise that you have not planned for, or a talent is delayed for whatever reason, and your time table is thrown off, and your lighting changes from what you had planned.
If you’re shooting indoors there could be technical issues that delay projects or lighting issues or wardrobe issues. That’s why the planning is so important. You plan for everything you can, and you allow as much time as possible for the unexpected to occur, so you can make it up later.
TV: What do you do if there is unexpected noise at the shoot? How do you fix it?
LR: The best way to fix is to not be there. If you can plan around it, then you simply find a facility or a location that is quiet and not subject to a lot of interruption. If you can’t do that, you simply have to wait it out or allow for it, or make arrangements with anything that may be the source of that noise to work around it. But if you’re dealing with planes, trains and automobiles, you simply wait it out.
TV: Have you ever had any challenges with the crew in Nashville?
LR: Yes – challenges in that I’ve had a sound engineer show up with one mic when we needed two or three. There have been issues with cameras not being properly prepped or not having mint packages.
As far as the crew themselves, very seldom. We’ve been fortunate, and this city is fortunate, to have a plethora of very good production people: experienced, knowledgeable, well prepared, and hungry to work. So it’s very seldom that you have any real issue with the crew.
I hope this article helped shed some light on the production planning process. Click on the links for more great information about a Media Production Companies and more specifically about Commercial Production Company Nashville.
I got to sit down with Larry last week to interview him about TV Commercials after his great blog about 5 Ways to Improve Your TV Commercials. It was the first interview I had ever conducted since Elementary School when we had to interview one of our heroes. (Mine was Ann Richards – Governor of Texas from 1991-1995 – and she even wrote me back)! Anyway, TV Commercials can be so challenging to get right, and just about anything can go wrong. From scripting to casting to lighting to editing, the process is time consuming and can be expensive. Here, Larry gives some advice about how to overcome the challenges of producing and directing a TV Commercial.
What are the elements of a good TV Commercial?
Always start with the concept, or the idea. What do you want to communicate? That’s the message. How do you want to communicate it? That’s the concept.
Okay, so you’ve got concept and message. Now you need a script. Sometimes a commercial may not have any words at all, but there is a visual script – a story board – that tells the story, but most commercials have some written word that is spoken. The importance of a good script is that it has flow and is concise. When you’re dealing with commercials, you have less time and therefore every word counts. Oftentimes less is more. The tendency of a lot of advertisers is to cram so much information in 30 or 15 seconds that it’s not heard at all. You get to the end of a commercial, and it’s just a blur. So, I always stick with writing as little as possible. You don’t have to fill every second with spoken word. Whatever has to absolutely be gotten across needs to be in the script.
Other elements to a good commercial beyond concept, message, and script are talent and production values. Nothing can save a director more than good talent. If you cast people who are qualified and good actors, then they make whatever you have to work with better. Production values – obviously budget dictates what those can be – but the basics of good lighting, good directing, good editing, good timing are crucial.
Have you ever disagreed with a client who chooses talent that you don’t think is right for the part? And if so, how do you handle a talent that isn’t up to your standards?
The most challenging talent is usually if the client is the talent. That decision is made for obvious reasons. Sometimes it’s about ego, but other times it’s about feeling that that person needs to be the face of the company or the product. So, our first task generally is to recommend against it, unless that person happens to have some experience or is naturally comfortable in front of the camera. If they’ve done a lot of interviews, or press appearances on shows then they’re going to have a certain comfort level. If they’re very shy, quiet, and feel awkward speaking towards the camera, then it creates more of a challenge.
If you can’t propose that professional talent be used – you first of all plan to spend more time with the talent, and slowly take it in small bites to get the absolute best delivery you can for short scenes. We often will employee instances where the talent is done more interview style where they’re not looking at the camera and they’re talking to someone off camera who is interviewing them. The reason for that is because it’s much easier if you don’t do this professionally to have a conversation with someone, than to have a conversation with a lens and a red dot in front of you. Those are techniques that can be used to get a more natural, more comfortable delivery.
One of the worst things in a commercial is if the talent is very stiff, stilted, or unprofessional, because you question their creditability. Even if they’re sincere, if they can’t put across a message succinctly and comfortably to the camera, then their creditability is at risk.
What happens if your client is the talent, and he also decides he wants to direct? How do you handle that?
I’ve had that occurrence often. It’s not only with the clients themselves, but sometimes it’s with their ad agency, or their marketing director, or something of that nature. There’s some politicking that goes on. On the shoot side of things, one of the most important things to stress is – when you’re dealing with the talent – that there’s one director. That’s just something you have to strike a hard line with the client, and say this is the director. He/She will talk to the talent. If you have a thought or an opinion, please voice it to the director or the AD [assistant director] and let them communicate with the talent. When you’ve got someone on the spot, in the lights, and trying to act, multiple bosses is not a good thing.
On the backside in post-production, if the client wants to be in the production, you obviously encourage them to allow you to do a first cut and present that to them first. Then if they want to be involved after that, fine. It is just practicality. If I’m talking to the President of an insurance company, I’m not going to try and tell him what kind of life-and-casualty or term insurance to buy. That’s not my area. That’s not what I do.
By the same token, this is not what they do. Production is not – it’s a learned skill. It’s a trade just like anything else. The challenge in that is people – creativity is subjective. Everyone can have an opinion on what they think is “good” or creative. But the process of creating a finished product such as a commercial is as much science as it is art. There are steps and details in the process just like anything else. So we try and lead the client to understand and trust us that we know what we’re doing. We’re trained to do this. This is what we do every day and allow us to do it.
Oftentimes when we have a client that we’re working with that doesn’t know us, and they feel the need to be a part of the production. Almost inevitably when they’re on set with us or on location with us shooting, they realize what preparation has gone into it and how we operate in that environment. Then they tend to back away. They see that we know what we’re doing. That it’s been well thought out and well prepared and there’s an excellent crew of people there doing what they are trained to do. So 9 times out of 10, they say “I don’t need to be around any longer.” That’s usually what happens.
I hope this article helped shed some light on how a media production company handles talent. Click on the links for more great information about a Marketing and Advertising Agency and more specifically about Creative Advertising Agencies.
