Monthly Archives: April 2012

April 12, 2012 · 6:16 am

Getting Engaged

I’ve been married a very long time (33 years and counting, thank you) but I still remember getting engaged.  I have no clue what it’s like today, but it used to be a big deal and there was a ritual to be followed (I still thank my lucky stars that her father was way easier on me than he should have been…).  I spend a fair amount of time these days talking about getting engaged except it’s not with my daughters (statement of fact, not a complaint!).  Instead, clients and I talk about “getting engaged” with their consumers.  The thought struck me that it’s not all that dissimilar.

Three stone engagement ring - in yellow gold -...

(Photo credit: Wikipedia)

An engagement is a commitment in either sense of the word (marriage or otherwise).  The only way one partner can figure out if the other is worth spending a lot of time with is to engage one another in dialog.  You know –  appropriate questions, thoughtful, honest answers – a dialog.  Obviously, you can’t spend your time telling your prospective partner how great you are.  Things go a lot more smoothly if you spend a fair amount of time telling them how great THEY are.  While it’s important to keep your own goals in mind, you can’t be a crazed egomaniac if an engagement is your objective.

The hard part is listening.  As marketers and content producers, we tend to put out a lot about ourselves and don’t take in enough about our potential customers.  As an aside, we do the same as managers in a lot of cases – “jobs” are often known as “engagements” after all.

We need to woo our customers, our users, our clients  – whatever you want to call those who pay the bills – as we would a potential spouse.  That’s the only way to get engaged.  Hey – who says romance is dead!

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April 11, 2012 · 9:48 am

Can Major League Tech Overcome Apathetic Fans?

I noticed something yesterday that got me thinking about the role tech plays in rejuvenating “old” products.  In this case, the product is baseball.  If you’re over the age of 50, baseball was probably the first sport you came to love and follow because when my peers and I were kids it truly was the American past-time.  College football and the NFL were a distant second; the NBA was barely surviving, and soccer was something they did in Europe.

The Harris Interactive folks have been running a poll for many years which tracks which sport fans label as “their favorite.”  As you can see in this document, baseball has been falling for most of the almost 30 years they’ve been measuring this.  In 1985, baseball was about even with pro football when fans answered the question “If you had to choose, which ONE of these sports would you say is your favorite?”  By 2011, those responding “pro football” were 2.5x greater than those responding “baseball.”   One might expect that baseball’s audience would be older – there’s plenty of research to support that – and this poll identified the 50-64 segment as the one with the most avidity for the game.

The modern MLB logo was first used in 1969.

(Photo credit: Wikipedia)

That’s why, when I read this piece yesterday, I had a thought.  Another research company, Scarborough, found about the same percentage of “avid” baseball fans as did the Harris study.  However, it also found a lot of strength for the game among Gen Y fans.  Generation Y are the “echo boomers,” the children of boomers like me.  In fact:

54% of Gen Y MLB Fans more likely than all MLB Fans to have used a mobile device to read a newspaper in the past 30 days, 84% more likely to have listened to internet radio in the past 30 days and 22% more likely than all MLB Fans to typically watch reality TV. Gen Y MLB Fans are more than twice as likely as all MLB Fans to have visited Twitter in the past 30 days, 59% more likely to have read or contributed to a blog in the past 30 days and 68% more likely to have watched video clips online in the same time period. Gen Y MLB Fans are 131% more likely than all MLB Fans to have visited Hulu.com in the past 30 days and 65% more likely to have visited YouTube.com in the same time frame.

So this is my thought.  The game isn’t any faster nor has there been a breakthrough in game presentation that is stirring interest.  What is going on here in my mind has to do with the thing that MLB does better than any other sports league ( and I say that as someone who was once responsible for this at a major sports league):  digital media and technology.  Baseball’s tech arm, MLBAM, is widely recognized as the leader over the last decade.  Their commitment to make their games available on all devices was revolutionary at the time and their “At Bat” product is terrific.  I think this is what’s driving the reemergence of the sport among younger people.  It’s accessible, it’s presented in a manner they understand, and it’s everywhere they are.

Could it be that new technology is making our oldest professional sport new again?  What do you think?  How can it do the same for other “old” businesses?

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April 10, 2012 · 10:04 am

A Little Business Story About Managing In Difficult Times

Suppose you have a small but very popular business. You began as a handful of people, most of whom are still with you after you kicked out a couple of uneven performers. While you’ve added some staff as the business grew, every employee is a key employee since there really aren’t any overlapping roles.

Thirty five years go by, the business grows, and while there are good years and bad, the product mix is generally well-received by customers and reviewers. In an industry where products come and go very quickly, this one endures, even though it went through a period where everyone wondering if it had lost its way.  The product focus changes with each release cycle to match the times – no one has ever called your business stagnant even though its product sector has gone through some very rough times. In fact, there is an entire secondary business of add-ons and information providers that has grown up around your business. Not a bad place to be.

One day, you learn that a key employee is sick and several months later he dies. You adjust by hiring someone who can do what he did albeit without the strong emotional bond to the team as the late employee.  A few years later, another key member – your right hand – passes away suddenly.  The team is devastated and there are real questions about  the ability of the business to continue.  The emotional toll on you is palpable and the business community wonders if you’ll retire and shut it down.

Instead, you decide to replace the man who everyone thought was irreplaceable. You let customers know that it will be different, and while you will make best efforts to minimize the differences, you are up front about it being different and don’t try to pretend as if nothing had changed.  You bring on more employees to reinforce some of the differences, creating a transformed product in the process.  You release new product – one developed primarily with an outside team for a fresh perspective.  It’s very well received, and breathes life into the older products, and customers continue to buy it in droves.  The business remains true to its core values and it’s obvious that the old and new employees are on the same page thanks to excellent leadership.

It’s really a textbook case on managing business transformation in difficult times.  I was privileged to witness it myself last night.  Ladies and gentlemen, Bruce Springsteen and the E Street Band.

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