Tag Archives: ces

Living your brand aftershocks

If customer engagement is the new marketing, customer experience is the new brand.

Brand in 2010 is the collective gut feel that customers have about your company. With the internet and social media, companies need to realize that they can no longer control their brand, as they have tried to do in the past, but instead they need to join the conversation and impact it by their actions.

When consumers think of most brands, certain words consciously or unconsciously come to mind.

Volvo = safety
Disney = imagination
Mercedes Benz = luxury
FedEx = reliable
Nike = sport

But in this age of being assaulted by brand messages all day everyday, brands also have what I’ll call aftershocks, brand thoughts that reverberate beyond the initial one like aftershocks after an earthquake.

While walking among the massive booths of the CES show floor on Day 2, I paid attention to whether the brands were living their aftershocks.

My client Altec Lansing’s brand is all about music. The aftershocks, the words that describe the gut feel we want to cause are “sound”, “fun” and “loud”. All day at the Altec Lansing booth, there was a huge Rockband contest with fun giveaways. Crowds formed, friends played against each other and everyone had a great time. Neighboring booths occasionally told us to turn it down a notch. At the end of the day, James Kyson Lee who plays Ando Masahashi on NBC’s hit show Heroes stopped by and jammed for a while.

In my admittedly biased opinion, Altec Lansing did a great job of living not only their brand but also their aftershocks.

Other booths that I visited that did a good job of living their brand and aftershocks:

Motorola – hip, fun, techy, useful
Intel – fast, cutting edge
Kodak – digital, new, capturing memories

Ford’s keynote was very impressive. They have not only reinvented their brand over the last few years, they have aligned everyone in the organization to live and breathe the brand and the aftershocks. Their SYNC and MyTouch technology will completely change the driving experience and it’s clear from listening to all of their keynote speakers that Ford’s brand is part of the fabric of the company.

What is your brand? What gut feeling are you trying to inspire in your customers?

What are your brand aftershocks? Are you living them?

CES isn’t about tech

Photo credit: CNET

Social media isn’t about the tools, it’s about the relationships and connections that the tools enable.

It’s the same with CES and similar conferences. They aren’t about consumer electronics or the sessions or the swag. The real value is in the relationships and connections (personal, business and both) that can be developed or rekindled.

Via twitter, I connected with Sarah Austin and attended the opening keynote with Ford CEO Alan Mullaly and got to learn about the amazing new technology Ford is putting in their cars. Think of a Batmobile designed for a digitally savvy James Bond. I never thought a keynote speech could sell me on a car but I really want a new Ford tricked out with all the latest technology.

Through Sarah, I got to meet Scott Monty (head of social media at Ford Motor Co.), Ian Sohn and Karen Untereker, both cool people who work for Ogilvy.

While working the Altec Lansing (client) booth during the middle of the day, I met a bunch of cool people, including customers and other Altec employees I hadn’t met yet. I also met Cory, who dominated our Rockband contest and is better at that game than I am at anything.

At 3pm, I headed up to the Kodak K-Zone booth to listen to Chris Brogan, Jeff Pulver, Adam Ostrow and Daniel Brusilovsky do a great and fun little panel on what the year 2025 will look like. Afterward, I got to reconnect with Chris and meet Justin Levy and Colin Bower in person for the first time – both are super smart guys.

After wrapping up the booth, I met my good friend Donavon Roberson from Zappos for dinner and we both met John Bergquist, a good online friend, in person for the first time. I also met their three of their friends, who I will surely be keeping in touch with.

It’s great to learn about and enjoy the 3D TVs and underwater HD cameras but the gadgets will be different and new and shiny next year. Focus on the relationships and connections you make. They are what endures.

I wouldn’t trade the meetings & connections I had yesterday for any gadget at CES.

(Except a new Ford with the SYNC & myFord technology. Sorry guys, it’s just too cool.)

Enjoy CES and if you’re still here and want to connect, I’m here.

Thinking outside the (Four)square

Today I was at the Consumer Electronics Show helping Altec Lansing (a Tribes Win client) setup their booth. In between unpacking and displaying product and setting up the booth’s wifi, I was tweeting on my iPhone and decided to check in on Foursquare.

(Tip: If you ever need to setup wifi at a conference, I highly recommend Trade Show Internet – it all came in a nice little box and setup was a snap. Great service.)

If you don’t know about Foursquare, it’s a location based social network and game. Mashable did a great overview post on it here. The potential for Foursqaure is huge and just this week, they went global.

While I was setting up the booth amidst the thousands of others, the marketing portion of my mind (the rest is just Wire episodes) started thinking of fun ways to encourage people to stop by the Altec Lansing booth.

The progression of my thought process was as follows:

1) CES is filled with early adopter tech geeks like myself.

2) Many of these tech geeks will be using their geeky smartphones and many will be checking in on Foursquare.

3) People like to win things.

So I setup a “special” on Foursquare. Businesses can setup almost any special they can think of for Foursqaure users. For instance, they can setup a special where the mayor (the person who has checked in the most times at a given venue) gets a free drink, like in the example below.

So I setup a Foursquare special where anyone who comes by the Altec Lansing CES booth and checks in gets entered in a drawing to win the Mix boom box. If you haven’t seen or heard this thing, it’s the quickest bass-booming way to punch your ticket to cool-kid status, especially for us tech & gadget geeks.

So now when anyone checks in anywhere near our Altec Lansing booth at CES, Foursquare will notify them of the “special” we have and they can stop by to enter and win a Mix.

Is this the intended use of Foursquare? Not exactly.

Will our “venue” even exist past Sunday? Nope.

Is it a way for us to meet and connect with more people at the show and have some fun? Definitely.

Sometimes you have to think outside the (four) square.

(I also tweeted that if you stop by, play RockBand and beat Angel’s score, you can win a Stage Gig. If you’re at CES, come by and say hi.)