Scratch N' Hope

I was in a store last week buying milk. The woman in front of me had about a dozen plastic envelopes and the clerk had a stack of lottery tickets she had processed on the desk. Winner, loser, free play, ten bucks, play again, loser, rinse repeat. The lady stood patiently as it was tallied. $238 was her take. She said it was a good week.

She then started reciting what she needed for her next haul; and don't forget those scratch tickets! She placed each ticket into its corresponding labeled envelope, paid her money, and she was on her way. I wonder what would happen to these people if they ever won the big one. Would they retire from their career of buying lottery tickets? 

Motivating factors 

This has happened before; perhaps it's happened to you. You just want to get your stuff and get home but I was fascinated by this woman. What was her motivation? She can't be up after all the weeks or months or even years she's been doing it, so she is spending money to lose money to spend more. That makes perfect sense. 

On my first trip to Vegas, the two guys behind me on the flight were calculating how much they were willing to lose. They knew it was doubtful they'd be coming home with more money than they went down with but they seemed okay with it. A buddy once remarked on the shuttle driver's comments on his first trip there who said; "Welcome to Vegas, folks. Please keep in mind this city was not built on the backs of winners." 

I've been there twice, both on business trips, and I've spent about $50 on blackjack. My short-lived Vegas career has me up about $450. One night, I hit a bit of a lucky streak. My two buddies kept saying I should keep going. I grabbed my chips, stood up, and walked away. You might win some but the house will eventually beat you. Breakfast on me in the morning and let's go home. 

Gambling on real life

How often do we go for that gig that may be a bit out of reach; ask that woman for a date who may say no; sell the house and move to a new town where we know no one for a chance at a new venture?

We know as we board the plane that we won't be playing Phil Ivey in the World Series of Poker final at the Bellagio but we go anyway. The woman in the store knows her odds and keeps playing. Is it lunacy or hope? Is it the thrill of the chance or the chase of a dream? It does bring up one important question.

How often do we place that bet on ourselves?

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Make It About Them

Train vs. Plane

I love travelling by train and VIA Rail Canada is great. There are no body cavity checks, blood tests or shoe removal exercises, the service is friendly, your fellow passengers don’t seem as stressed and the train leaves on time!

For short hops – say, a one hour flight – by the time you get to the airport an hour or two ahead of time, wait for the delays, stand in line, go through security, stand in line, wait, stand in line, get on the plane, wait, taxi to the runway, wait, taxi on the runway, fly, land, taxi again, wait, get off the plane, walk through the airport and get to your ground transportation – the train can actually get you there faster.

Sorry To Interrupt

While on the train a couple of weeks ago, enjoying a nice cup of coffee and reading a book; my consciousness was shattered by this delightful phrase. “Can you fill this out for VIA?” Not ‘can we have your opinion’ or ‘sorry to bother you sir, would you have time to let us know how better to serve you’. Nope. They wanted me to put down my book, grasp the complimentary golf pencil and fill out a two-sided, double gate fold cardboard document the size of my laptop. I don’t think so.

Before I could engage with my interrupter, she had vanished into the next car. I then opened this manuscript and began to scan its contents. This behemoth came with 56 questions! I was on a four hour train ride and this thing would have taken me an hour to fill-out. Which begs the question: Who would?

What Do You Think?

While we grapple with metrics and ROI one thing has never changed – keep it simple. If you are thinking of conducting research, conduct on yourself first. Ask yourself the hard question: Would I actually participate in this? Would I actually sit on my delightful train ride and put aside work or a good book to fill out this 56 question investigative research piece? Really?

In order to think like your customers, you need to be your customers. To insure you get accurate feedback you need to engage rather than interrupt.

How do you ask your customers and clients for their opinion?

@knealemann

How Does It Make You Feel?

We are inundated by information, pitches, news, content, blogs, offers, podcasts, emails, phone calls and the question remains: are we getting any further?

The blogosphere is fraught with economic news and predictions while we all try and stay focused. The 800lb gorilla is stomping on our collective skulls while we attempt to stay positive.

Help Wanted

We are looking at each other for guidance and answers but in the process forgetting that others are doing the same to us.

Some estimates say that we sift through thousands of images and pieces of content every day. We have become masters at weeding out what we don’t need and getting to what we do need.

Research Isn't Always The Answer

When I was buying my current car, I did my homework. I test drove 12 different vehicles, performed in depth price comparisons, examined options, pros and cons, and ended up buying the car that I wanted from the start. I had over thought it.

It wasn’t my homework that sold me; it was what my best friend said as we stood in the dealership parking lot one summer evening. He turned to me as we looked at three different models of the same car and said; “Dude, get the one that will make you smile”.

No Hoops | No Games

The best radio promotion I have ever been a part of was entitled “24 Hours In Vegas”. Unlike most radio contests, we did not ask listeners to wait for the sound of the clown horn or be placed on a waiting list or answer a skill testing question, we just gave away seats on our chartered plane all the time. I had 180 seats to fill and it was a blast. We kept our focus on how it feels to be told without notice that you are going to Las Vegas.

Winners received two plane tickets, that’s it. No hotel, no spending money, no rental car, no taxi chits, a plane ticket. We took off at 10am on Wednesday and left Vegas at 10am on Thursday. Listeners were left to fend for themselves and live large.

People Are People

There were grown men crying, women screaming in disbelief, and the morning we took off we had a plane full of excited people. It wasn’t about ratings, or the radio station, it was about connection.

There were no complaints or whining about extras. The plane ride home was full of tired but excited people sharing stories of their adventure. New friendships were formed, some stayed up all night, some grabbed a hotel, two couples renewed their vows, and not one person missed Thursday’s flight.

It was a team of people sharing an experience.

It's Not About The Bottom Line

In a time when companies are making cuts and trying to find the message that will cut through, perhaps it's time to find out how your message or product or service will make them feel.

With radio promotions, it was important to stay within four main prize categories: money, trips, cars and things people don't have access to experience on their own. No one would turn away the first three, but it is the last one that will last a lifetime.

The iPod isn’t about high quality audio, it’s about freedom. TED2009 on right now is not just about smart people talking, it's about showing others they can dream and think big. Social media is not about collecting friends, it’s about sharing with others.

How do you make others feel?

km