Pathways to Entrepreneurial Success 2012

This week I’ll be delivering two presentations at Pathways to Entrepreneurial Success 2012.  It’s the third installment of this annual event in the Rochester, NY area.  Pathways is a great forum that connects entrepreneurs (and those who are curious about starting their own business) with local business owners, mentors, educators and community resources.

I had the pleasure of being involved with the first Pathways in 2009, helping to promote the event as well as conducting attendee satisfaction research.  My research helped provide some ideas to the founders of the event for improving it in subsequent years.

For the 2010 Pathways event, I participated on the marketing and social media committees as the forum expanded and improved in its second year.

With the 2012 forum, I’m honored to have been asked to deliver two presentations on social media basics for business:  Getting Your Business Started With Twitter, and Getting Your Businesss Started With Blogging. 

I’m happy to share these brief presentations with you below, although you’ll get the most value from them by attending the event on January 18, 2012.  🙂  If you have any questions about the information presented, please do not hesitate to leave a comment on this blog or contact me directly.

Getting Your Business Started With Twitter

Getting Your Business Started With Blogging

Did You Get a Lexus for Christmas?

Did you get a Lexus for Christmas?  You know, the beautiful luxury car, complete with the bow on top and the little jingle playing faintly in the background.  Me neither!  Do you know anyone who has received a new luxury car in such a way?  Me neither!

Advertisements serve multiple purposes, including brand awareness and brand envy to name a few.  While their commercials are likely a pipe dream for 99% of the population, they are memorable.  In fact, throughout the month of December, it’s difficult to watch any television channel without coming across one of their ads.  Chances are, you’ve seen one or more of the variations.

But maybe their purpose isn’t to cause you to run out and purchase one for your loved one without their input on model, style, color and without their knowledge.  Then, you somehow arrange for it to magically appear in your driveway with a big red bow on top that’s the size of a golf cart while you creatively surprise the recipient.  Perhaps Lexus is thinking more strategically and more long-term than that.

Quick! Can you recall the last commercial you watched for Mercedes-Benz, Cadillac, Jaguar, BMW or Infiniti?  I’m sure you’ve seen them, but they’re likely more of your “typical car ad” than something as unique as Lexus’ approach.  When it’s not unique (even if slightly more practical), it often gets lost in the clutter.  So if/when you’re in the enviable position of being able to purchase a new luxury automobile, which brand might you think of first?  Which brand will create as much joy?  Which one would be seen as a priceless gift?

As unrealistic as their ads might seem at first for the majority of viewers, I’m guessing they’re actually quite effective in the long-term for creating brand awareness and brand envy.

What other television commercials do you recall from this past holiday season?  What made them stand out?

Do You Fit The Demographic?

Nearly twenty years ago (yikes!), Bruce Springsteen wrote 57 Channels (And Nothin’ On).

Technology and how we watch television has changed tremendously since 1992.  Who could have imagined we’d watch streaming video on smart phones?  After all, cell phones were the size of a shoe box then!

What hasn’t changed is there’s still a lot of junk on television.  With far greater than 57 channels to choose from, why is it that we have so little quality to choose from?  I had lunch with some old friends not too long ago and we discussed one show in particular that they swore I made up as a joke.

Television channels exist to make money, mostly through advertising.  They use research to illustrate the demographics of their audience and set rates for commercial spots accordingly.  Below are 10 shows currently on air with descriptions mostly taken from their websites.  It makes you wonder what the demographic profile is for their audience.  See if you can spot the fake.

  1. Pawn Stars (History Channel).  Pawn Stars takes you inside the colorful world of the pawn business at a shop on the outskirts of Las Vegas.
  2. Hairy Bikers (History Channel).  A classically trained French chef who loves motorcycles pairs with a motorcycle mechanic who loves food to travel the back roads of America.
  3. My Strange Addiction (TLC)The compelling stories of individuals battling unusual obsessive behaviors.
  4. I Didn’t Know I Was Pregnant (TLC).  As impossible as that sounds, apparently there are tons of women who receive the surprise of their life with each new episode.
  5. Sweet Home Alabama (CMT).  Inspired by the movie of the same name, a southern bachelorette (or bachelor) searches for love among 22 contestants (11 from the country, 11 from the city).
  6. Silent Library (MTV).  Modeled after a Japanese game show, six friends vie for a cash prize by imposing unimaginable, beyond hysterical stunts on one another in a library setting, but they must maintain their silence to win.
  7. Jerseylicious (Style).  A “docusoap” that follows the owner and employees of a renovated hair salon in New Jersey, showing off Jersey fashion and style.
  8. Beer Money (SNY).  A fast-paced, non-traditional New York sports quiz show, with cash given away to people (in bars, tailgating, on the street corner) who know their New York sports.
  9. Hillbilly Handfishin’ (Animal Planet).  A reality show about noodling, the sport of fishing for catfish using only bare hands and feet.
  10. American Loggers (Discovery).  Follow brothers as they carry on the family tradition of harvesting timber in the Maine wilderness.
  11. Swamp People (History).  Follow Cajuns who live in the swamps of Louisiana during the 30-day alligator season.

I’ve actually seen about half of the above shows.  Some are actually interesting, although I can’t imagine I’d be considered in the target audience for most of them.  As for the fake?  Trick question – they’re all legit.

What show do you enjoy despite not being in their target demographic?