Posts Tagged ‘Jolene Pellant’

SECRETS OF SUCCESS

February 9, 2010

My friend Jolene Pellant sent me an email today with a link to BusinessBrief.com.  She wanted me to see “Walt Disney’s 8 secrets to success” that they had written about.  Jolene knows that Walt is one of my business heroes and always believed that experience was most important.  Here are Walt’s secrets that you might want to work into your daily life.

1)      Provide a promise not, a product: The Walt Disney brand certainly delivers that.  From the moment Disney started the focus was always on the “experience”.

2)      Always exceed customer’s expectations: As stated in the last newsletter, over-delivering can be a cheap and effective marketing technique.  Going over budget to make the experience wow your guests one year might save you a lot of money in marketing dollars the next.

3)      Pursue your passion, and the money will follow: You may know that Walt went bankrupt several times building his dreams.  Work on labors of love and the profits won’t be far behind.

4)      Stay true to your company’s mission and values:  As it says on BusinessBrief.com, “Walt Disney was famous for saying; I hope that we never lose sight of one thing – that it was all started by a mouse”.   

5)      Differentiate your offer: Six-Flags are amusement parks.  Disney Land and Disney World are theme parks…actually “Resorts” complete with themed hotels and restaurants. 

6)      Lead by example and delegate: Walt was the original artist for Mickey Mouse.  He was also the man would ran the studio, sold the pictures to movie houses, cut distribution deals etc.  As the company got bigger, Walt hired the right people to take over those jobs. 

7)      Defy convention: Don’t listen to critics and those that can’t follow your dreams.  Everyone thought Walt was crazy when he purchased thousands of acres of swampland in central Florida.  Now, not so much.

8)      Leave behind something to grow: Just think about how much the Walt Disney Company has diversified since Walt’s death. 

Sure there will only be one Walt Disney, but it doesn’t hurt to try to emulate the best.  If all you are looking at is cutting budgets, stop.

Speak with you soon…

Jim

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THE U2 EXPERIENCE

October 26, 2009

I wanted the next LiveWorks Newsletter to focus on marketing but needed a little inspiration.  It came in the form of a radio commercial for U2.  What caught my attention was that it didn’t sound like one produced by our business.  It sounded professional.  Then I realized that’s because it was paid for by Wal-Mart…to me that’s actually a good thing.  And then I read what Lefsetz wrote on U2 last night and I was a bit bummed http://lefsetz.com/wordpress/index.php/archives/2009/10/25/u2-360/.  Is Bob for the tour and U2 or not?

Back to the ad…it was just awesome.  What I got out of it was that the biggest band in the world was coming to down…they had new music…a new album @ Wal-Mart…and of course the “360 Tour“.  It sounded exciting, like you needed to be a part.  It was the U2 Experience!

For years I’ve harped on marketing the concert experience versus tickets going on-sale on a day and time.  U2’s tour is called 360 so right away you get a sense of what you are in for.  The radio spot comes on and envelopes you in U2 music, the band’s show and tour, the new album, and where you can get it (available at Wal-Mart).  The Lefsetz Letter’s opening last night almost took all the wind out of my sails as he pointed out that the biggest news on the U2 tour was the stage.  This is great!

With U2 360, you know you are in for an experience.  I love U2 and have since I saw them in high school when they played for free at SUNY Albany.  Now I love their marketing.  They know how to connect the dots.  Do you?  If you aren’t sure, let me recommend someone who does. 

Years ago, I had the good fortune of working with Jolene Pellant while she was a VP of Marketing for what was then Clear Channel Entertainment.  She had passion, knowledge, tenacity and relationships.  Jolene was willing to go the extra mile.  Cut to this past spring.  We needed help with the marketing around The Great American Food & Music Fest.  We needed a quarterback.  I called Jolene who now runs a company called “Yes Dear” with her partner Mike Gormley.  Within days everything was organized and all pistons firing at the same time.  The Fest had a well-organized plan that was implemented step-by-step by Yes Dear along with our “Best in the Business” PR team, Elaine Garza and Jada Williams from Giant Noise

So, here is three pieces of advice.

  1. If your marketing needs help call Yes Dear @ (310) 203-9007 and speak with Jolene or Mike
  2. Need the best PR people for festivals and events, call Giant Noise @ (512) 382-9017
  3. If you are a U2 fan, go see U2…if you can afford to

Don’t forget that if you have any plans to go to Aspen Live (Dec. 10-12) this year, I really need to hear from you soon.  jim@theagencygroupevents.com or (310) 385-2800.

Speak with you soon…

Jim