About This Site
I’m not crazy enough to think that I’m right all of the time.
I have a good sense of identifying trends, understanding consumer behavior and selling things to people.
Most of my musings are from inside a marketing agency looking out.
The Gift of Knowing What to Say
When I was in elementary school, I rebelled by acting out in class. I was class clown in the classical sense. Being silly gave me attention and rewarded me in way that I needed at the time. It lead me to think and believe that I show be a stand up comedian as an adult.
Several high school aptitude classes later and a degree in Communication, I fell into the lap of Marketing and later Sales, because that’s what people do.
It was only after one particularly unfulfilled day at work, that I stayed up late surfing the mobile web, looking for ‘something’. That ‘something’ ended up being a trip down memory lane, in Mrs. Horiuchi’s 7th grade history class. I signed up for Improv Comedy Classes, of which I had no previous experience doing.
It has been an incredible 2+ year journey and counting. I feel like I’m beginning to itch the scratch of my 12 year old self and building a new skill set that I never knew I needed.
Some of the key lessons I’ve picked up:
Improv teaches presence. If you aren’t locked-in on your world around you, then you are officially lost on stage. Your teammates are counting on you to be real without notice. That means you can’t think about your mortgage, or sports, or your career while in a scene.
Improv teaches acceptance. Everyone on earth has a reality of the world/experiences/expression in their mind. Most times it’s different than your own. If you can’t accept another persons reality, and add value to it, you simply can’t grow a meaningful relationship with them. It’s amazing how valuable this is in everyday conversations.
Improv teaches teamwork. For new improvisers, ‘funny people’ struggle to be good teammates and non-naturally funny people struggle to take chances. A good team has a balance of personality and activity, but if you follow the basic rules of Improv–the playing field is completely level for both naturally funny-unfunny people. The best improvisers learn to be assistants to their team. They make others look better, and in turn make sets look better. Selfish improvisers struggle.
Improv is a confidence builder. Very few people on the face of the earth experience performance in front of a paying audience. It’s such a unique motivator. It keeps you from getting complacent. And then, walking off of a stage where people don’t hate you (at least) after paying their hard earned $5 is grounds for being able to conquer just about anything else.
I recommend Improv, at least classes, to just about every person that casually inquires about it. It’s worth a look, even if you don’t do anything beyond 4 weeks in a classroom.
Here’s a link to the place that I’ve taken improv lessons at.
Eternal Cyborgs in Space — A Virtual Reality Discussion
I’ve been a long time advocate of progress and change –spurred by technological advance (in this case Virtual Reality). We should always push the boundaries of possibility.
Major global answers can be unraveled in the way we weave the bits and bytes of gadgetry and science into our lives. I’m a hopeful person, I suppose. If you look at any major industry or civil endeavor, the wrestling match of new technology is at the forefront of advancement.
We are in a transition period. Your parents never had the ability to access the worlds information within seconds, and now the entitlement of info longs for speed, accessibility, discovery and integration. Your grandchildren wont ever drive a car, that might even be an illegal activity when they are of driving age.
The big question that I haven’t been able to wrap my head around is ‘what do/will we actually WANT out of tech?’ Are we seeking freedom, longevity, higher entertainment value– all or none of the above? How far can stretch what it means to be human before we find that we no longer are?
Lets take an introspective look at a few tech disciplines and see if we cant put some thinky power into coming up with answers. I’ll revisit new topics from time to time:
Virtual Reality: This space is really heating up. Facebook seemingly legitimized the whole VR universe when it purchased Occulus Rift. Now it’s a race and a land grab occurring all at once with companies competing to bring to market experiential VR and AR platforms. I’ve been interested in the possibility of immersive environments since the early colonization of Second Life. It’s fascinating to consider that science can simulate reality well enough to trick our brains. We’re not there yet, but perhaps we don’t ever want to be. There is a growing number of conspiracy theorists and counter-culturists that think we may currently be living in a simulated world. In a Matrix-esque scenario, we are enslaved or sedated physically but allowed to live our life through the world we currently see as our everyday, only it’s a simulation run by some external force. Philosopher Nick Bostrom even suggests that this is ‘highly probable’. Though we are only at the tip of the iceberg in understanding the major secrets of the world, including; ‘How do brains work?’ and ‘Why and how are we here in the first place?’.
If we are living in a simulation it sure would explain a lot. Physics, for example, the laws of the universe: It’s pretty weird trying to wrap your brain around the ‘known’ that every thing in our universe is governed by the same set of laws and math equations. Equations are easily coded…
What then would be the full expression of VR technology?
If sci-fi has taught us anything at all, it’s that complete life mirroring virtual reality is what we are after. A programmed simulation so real that it is…real to us. Beyond a litany of movies and TV (Total Recall, Matrix, Star Trek, Black Mirror, etc.) that show us a world inside microchips, some science nerds believe that we may actually have a shot at living several lifetimes virtually, while time in on the outside barely passes us by. This tickles the human desire for life fulfillment. Screw regrets, keep living lives until you get it right. Take an entire lifetime worth of driving simulations in a short a mount of time before hitting the road at age 16 (though, we wont have this burden much longer, will we?).
Anyhow, the applications are bountiful for VR, especially the kind that accelerates thought and helps us learn faster.
The major question that remains is, will there be enough fear from outside forces that VR never reaches its full expression?
When a Niche Gets Real: Going Solar
I’m doing something COMPLETELY different…or am I?
For over 3 years, I’ve had the opportunity to generate demand and create marketing strategy in the home solar panel niche. I’ve had a hand in creating over 25,000 leads and made some long lasting partnerships that have stood since day one of my consultancy.
The Solar space has developed, if as any indicator at all, ad copy went from appealing to the outlying ‘Prepper’ community, to becoming a mainstream savings opportunity for the general public. With that said, the profitability of lead sales has become more volatile than the product itself. The tangible growth of solar is almost immeasurable.
This is a plum, that I’m picking from the juiciest tree. Consumers are finding it easier than ever to finance panels with little-no out of pocket, and reaping huge rewards for doing so.
With my knowledge as a demand producer and NOW as an Energy Consultant; interest shall be piqued. Innovating is hard when you’re not at the center of the universe. Becoming an Energy Consultant puts me there, deeply integrated in an exciting product. I can keep pace, grow exponentially, and tap existing resources and partnerships for an enlightened business development approach.
With my experience, I’ll have a unique approach to self generating demand for a product that is difficult for most homeowners to say ‘no’ to. But…enough about me.
After spending a better part of a decade staying ahead of technology trends and consumer behavior, I’ve had hands on experience and am now all-in on Solar. If I believe in it, I think you should too.
Have you considered putting solar panels on your home? I’d like to hear from you with pros or cons.
Would you like to join me in selling rooftop real estate? Always looking to hire, and if I can’t bring you on immediately, I’ll know someone who can…
How I Inadvertantly Invented Social Sharing
What would social media be without the cross-platform share?
We take for granted the fact that we can grab one piece of content that we like and by adding a small piece of code, automagically post a piece of music, meme, or video. It didn’t just appear one day, it was born out of a marketing campaign necessity and was overlooked for it’s importance, at the time, by a young group of Internet marketers. We invented the cross-platform share and never staked our claim to fame.
How It Happened
I was a noob. I may have within my first few months of my digital career. The one thing I had on my side was a small but well-balanced team of co-conspirators and a sound work ethic. As a secondary sell-in from Paid Search, I offered what my version of ‘Media’ was at the time. Not too bad, to be honest. I had the right idea by creating an integrated approach. The campaign capitalized on the already existing explosive traffic source from, at the time (2006), one of the 5 or 6 big hitter costume etailers.
(Behavioral) Retargeting? You betcha, that was a buy from Fetchback in their early days when CPM was a flat $2. On the frontside of the campaign, to acquire new traffic, we used a social media contest via Brickfish. For continued engagement and earned media opportunity, we felt that people might have wanted to visually express their excitement for Halloween by posting a picture of their costume, from our client’s home-site, directly to Myspace. Mind you, in 2006 Myspace was the juggernaut and Facebook was simply regarded as a wannabe. Twitter was a zygote. As necessity is the mother of invention and there were no plugins to do such a precise thing it was up to us to figure out in-house.
You wanted to add video, music, link or a despicably ugly background? Piece of cake, Myspace allowed all of those within their environment and if you knew a little HTML you could download and then upload profile destroying themes. The offsite push share was virtually unheard of and possibly completely non-existent. Until we launched this beauty:
It wasn’t prettiest button or shareable unit, but it was ours. The numbers were hardly provoking, but we arrived at nearly 10,000 of these push shares to Myspace for the campaign from a few million potential site visitors. We considered it a drop in the bucket and not a worthy future pursuit. DOH!
I couldn’t tell you to this day how it was built. The dev guy we had at the time was a young fellow from the Republic of Congo. At the time his English was spotty, but he was a magic man. I don’t ever remember a particular task not being ‘figured out’ by him. For this campaign I asked for a button to integrate on site that would grab content and push it to Myspace. Completely dev-incompetent, I hadn’t the slightest idea how involved or time intensive my request actually was. Luc smiled when I described the project and then coyly promised that he would have it ready (in 10 days) for the campaign launch. The commitment I inadvertently asked of him was at least 6 days of working until almost midnight prior to the launch, but he pulled it off in only two revisions. We pushed it live to the site and then checked weekly (from server logs) how often the code was accessed. There were no tracking platforms for social.
In conclusion, we proved our crazy hypothesis that people did have an interest in sharing content from sites directly to their Myspace wall. What we didn’t predict was that we would out think consumers. If very few (if any) buttons existed, then we shouldn’t have expected usage to widespread or understood. We were crippled by an education factor from users trust or button knowledge. That 10,000 is a flash in the pan by new standards for quality content, but then again, the expectation for content quality has multiplied just as fast.
Damn, should have capitalized on that idea…
Brain Reboot in 2013
If you are a human, you’ve probably discovered that reaching your BIG PICTURE year end goals/resolutions (whatever you want to call them) are not that easy. If you are not a human…Salutations, brethren.
The fact of the matter is that the things that we intend to happen often times wont work out exactly how we expect them to. However, I’ve learned in the past year that if you are open to interpretation and adaptation you can still achieve what you have set out to.
I dedicated the year 2o13 to ‘education’. I expected to further my professional knowledge depth by taking extra-curricular classes and staying more diligent in my required daily industry research. Knowing my shortcomings, deeply rooted in procrastination, I signed up for an online business class with Coursera in January. January, as to not wind up crunching a years worth of agenda into late November. Already I had felt accomplished.
After falling behind within in week 1, not completing the required study materials in week 2, and deciding that staring at my monitor was not a well matched learning procedure in week 3; I became discouraged. The required means of studying (sitting in front of a monitor after sitting in front of a monitor for 8 hours) just didn’t spark any solid resolve out of me. I wanted to get better through study, I just couldn’t push through the distractions. My birthday came and went, and per usual, I reflected on my lifetime of accomplishments. As the perfect storm brewed of underlying frustration and discouragement and a typical birthday reflection period, I regressed. I crawled into a hole emotionally and productively. Feeling beaten professionally, my personal life began to suffer. I caught myself caring less and less about my future, people, and the routine of it all. My unavoidable mental conversations went something to the tune of ‘I’m now 34 years old, I’ve accomplished none of the things I’ve set out to, I’ve wasted time, I’m too good for my current professional state, the light is nowhere visible in this tunnel, and I’m no longer attractive to my significant other.’
All triggered because I failed at taking an online class (a free one, mind you).
The spiral struck like a tornado, and took me to a place I never expected or wanted to be, much like a real tornado might.
I needed to be fixed, and I needed it FAST. My year, and more importantly, my life was being turned on it’s head by an unwarranted case of the blues. After a few hard and pressing conversations with my girlfriend, I decided that it was no longer solely within my capacity to tear down the obstacles that I had created for myself.
The BIG Shakeup
Sometime in June, I received recommendation from my Doctor to seek counseling from a Narrative Therapist. Narrative therapy, unlike the regular Freudian stuff, is a more non-blaming, non-diagnosis type that just picks up on the issues as they occur today and seeks to show you the reality of them out from behind the veil of false perceptions. I’m not an expert, that’s just how I’d interpret it.
Unwavered by the social stigma for seeking such guidance I began to go regularly and the real education of 2013 began.
My interest in peer comparison, material objects, unreasonable expectations, and aging fear all began to slowly melt away with every hour long session. Other interests began bubbling up within me and surfaced. I built myself a desk in June, an undertaking I have never come close to tackling previously…
For me, the concept of building a desk meant more than just taking raw material and turning it into usable furniture. It was a transformative project. Over 35 hours, I planned, learned, and overcame obstacles to invigorate a sense of pride that I hadn’t felt in a while. It was life affirming.
Later in the same month, I impulsively began taking Improv Comedy classes. As early as 6th grade, I can remember idolizing stand up comics and even professing that I would one day become one. Why not give it a go 20+ years later?
Improv has a really liberating effect that I can barely explain. If you’re not familiar, it is a discipline of comedy that is delivered with no prior preparation of material and is driven by audience participation. Yes, just like ‘Whose Line is it Anyway?’
One of the most important lessons in Improv is to develop a trust of your own instincts. If you attempt to write lines for yourself in your head, or pre-determine things you will do and/or say, you will be frustrated. It won’t go as well as you hope it will, and not until you clear your mind and make yourself exceptionally present can you shine brightest. It’s about listening, being attentive, and reacting with clarity of mind.
In August, I developed a new brainstorming strategy founded on principles I’ve had for years but never pieced together. It’s been received so well by my professional peers that It’s leading to exciting new business opportunities in 2014 (already rolling). Any connection to Improv there? You’d better believe it, sweet cheeks.
At the close now of 2013, I realize that though I’m nowhere near where I expected to be; not only have I achieved my goal of ‘education’ but far exceeded the desired outcome. When I fell off track, I tried something completely different. I’m lucky enough to have been open to those opportunities.
In September, I began to feel ‘right’ again. I made amends with the universe and started to understand and enjoy myself (by the help of Therapy and Improv) in a way that I haven’t previously. The time was as right as ever to get engaged and seal the commitment to my then girlfriend, now fiance, that I had set for earlier in the year: That I would fix me and in turn fix us. In 2014 we’ll do the wedding thing.
In February of 2014, if all holds suit, I will be performing Improv on stage in front of a live audience as a culmination of my six months of studying it. I plan to make Improv a part of my history in 2014 and continue to honor it as a craft.
January 2014 will be a kickoff for a new business partnership that is rooted by already successful peers that believe in me and have unbelievable vision.
My brain is different, better, rebooted…
Get Fat & Rich for the Holidays
If you’re not selling jelly beans, Lincoln logs, or iPads, the holiday season could mean a period of sluggish business and a variety of distractions. A lot of executives may travel and others just pack it in as there aren’t many decision makers around for…decisions.
What is there to do then for the entrepreneur or serial business hunter: How about take a little time to connect with people outside of your circle, find a little culture, and explore while still keeping tabs on your analytics accounts from home? The value in this activity will be a tall cold glass of refreshment, distant from fighting crowds at the mall and picking at remaining Thanksgiving leftovers well into December.
The holiday season is the ideal time to GET RICH. Not financially however, more existentially. If the economic boom blog post was the one you were seeking, I’m here to inform you that you can now look elsewhere. This is not the droid you were looking for.
We’re getting rich with a new experience.
Let’s call it a sociological adventure. We’re going to expand what seems to be an always shrinking world with the power of the pen.
Here’s what I’m doing and what I’d like to encourage you to do and report your findings…
1. Go to MapCrunch – A site that allows you to travel to a random place at the click of a button.
2. In the right hand side toolbar, leave all countries selected (as-is) and click the ‘Urban’ checkbox. This will give you a higher likelihood of being randomized into a residential area, though they use a pretty loose definition of that.
3. Click ‘Go’, and for a few milliseconds, wait with anticipation.
4. Take a look at your location and try to get your bearings. I was dropped in a neighborhood in Peru.
5. Explore your area for a bit and see if there are a suitable amount of what appear to be private residences in the area.
6. If it’s looking pretty well-established, take a look at the location details in the bottom right hand corner of the screen.
7. Because it’s a bit easier to operate, take that location information and drop it into Google Maps
8. Now comes the challenging part. In your quaint little neighborhood, do some snooping and find an address on the closest home. You may need to travel around the block a bit to find one visible enough.
9. You should have a full address and can now send this residence a HANDWRITTEN LETTER. When was the last time you did such a thing? The handwritten letter is certainly a lost art for most of us, but can be such a rewarding experience.
You might be saying, ‘Dan, thisiscreepytheywontrespondwhatiftheydontspeakenglishIdontwantto-giveareturnaddresswhatifImputonaterroristwatchlist?’.
I don’t care. Just cut the bullshit and send it. There’s certainly a high likelihood that any number of scenarios would interrupt our little penpal experiment. Send it anyways, there’s also a chance that someone could receive your letter and be enthusiastic to respond from across the world. The risk IS worth the reward.
Here are some things you may want to ask and write about that are a part of my letter:
I would first, of course, give a nice detailed introduction of yourself and make the interceptor feel comfortable. Tell them about this experiment and that you wanted to learn something new/outside of your comfort zone. Take a fair amount of time to express what your daily life is like and what challenges you face, also what you are thankful for. The goal thereafter is to incite the recipient to share the same, and bring you into their world.
Then, if it isn’t too much trouble, come back here and share your experience with others and I promise to do the same.
If and when they respond, share this experience with your family and friends. Ask them to do the same and compare your results. If it doesn’t work the first time, try again in a different location. Start from scratch. You may just make a new friend from a place you’ll never visit or vacation to and learn something culturally significant. It’s my GET RICH FAST strategy for the holidays! 🙂
The get ‘fat’ thing? I imagine you wont need my help in doing so over the holiday season.
REMEMBER This Week
It’s taken me a relatively long time to be able to identify my successes, let alone celebrate them. I used to think that acknowledging success meant settling…
but last week, I beat the machine…
and I can’t be happier about it. More as a statement and validation than simply retaining a client. The very thing that I’ve previously written about, robots taking our jobs, stating that those with innovation will survive, came full circle for me.
The story goes something like this (as I’ve come to understand it second and even third handed):
A client began directly interfacing with Facebook shortly after I launched their campaign seeking mobile app installs. Our Facebook rep, after reviewing my work and the results of campaign (pretty darn good and improving) later referred my client to the Facebook Preferred Ad Vendor under the guise that ‘You could be doing much much better’. Drinking aforementioned blue and white Kool Aid, the client put my services on hold to perform a week-over-week winner takes all comparison.
What was I up against?
For starters, I am but one man. I have no expensive machinery or macros, or software. I use the Facebook Power Editor, MS Excel, and the native Facebook platform to manage ads and build campaigns.
Reviewing Facebook’s preferred ad vendor list, it could have been anyone of these companies that I was challenged by, but the long and the short is that any one of them would have more substantial bandwidth, technology, and big name clients to draw experience from.
What were/are my challenges?
As with any large scale campaign that is properly developed, the man hours required to manage were/are nearly full-time status with some likely human error always inflicting more pain and punishment. The Facebook Ad Platform is simply not built to be the active manager of thousands of ads and terabytes of rolling data. Moving things around, restructuring, and abiding by consistently evolving terms of service create a wild roller coaster of emotions without the assistance of the big software providers (Kenshoo, Wildfire, Acquisio, etc). There are no alerts, budget monitors, or split test building devices in the stripped down version. When an ad needs to be clipped or turned back on, my alarm clock is set at midnight and my netbook is always within arms length.
The test agency was provided the same instruction, ad collateral, and budget that I had been given all along. I tested first, which is not necessarily the drivers seat.
Keeping a tight loop on my mid-week budget, I rotated between 10 core targeting segments, adding and subtracting daily budget as performance dictated. My findings have been that certain age and interest groups operate like migrating predatory fish, appearing at the same time in herds consuming everything in their path. Over the weekend, I tripled my daily mid-week spend, capitalizing on an already existent engagement observation previously made by the client.
My results were pretty consistent with what I had been producing on a consistent basis, around 10%-15% growth from the previous week.
The opposition took an opposite approach spending the majority of their budget allocation over the first 3 days of the campaign. As I only had an app ranking tracker to measure the competitor’s results, I was startled when rankings spiked in midweek. They tapered off and fell to the cellar by the weekend, leaving my perception cloudy.
When I was initially presented with this challenged, my expectation was that I had an incredibly daunting task at hand. Facing just the challenge of new tech was enough to put me in a severe underdog position. But, seeing ranking numbers that were very pedestrian gave me hope.
I didn’t receive direct communication from the client immediately after the test. First word was that we should ‘resume spend as previous’, and I turned back on my money makers, without delay. My attached sales rep, who’d been heavily involved in the client management reported to me that from what he could gather, we (meaning I) had outperformed based on the early data.
I acknowledged that this was astounding for one person to even be in the ballpark of outperforming, as I was. But, it ran even deeper than that. The rumor mill began to turn, and third-hand people knew and asked me about my BIG win. David had struketh Goliath, right in the stupid self-entitled face.
It turned out, that it was not even a close race. Once the data tabulated, I completely mopped the floor with the opposition. Discovering this, my client fired them in dramatic fashion, recommending that they seek my assistance in revamping their service. They had mismanaged budget, oversold their capabilities, and didn’t meet any expectations.
Superior strategy and tactical fulfillment proved to be more effective than better technology and bandwidth.
In this instance, I’ve further substantiated the innovation over robot theory by outperfoming a larger agency that uses global controls and technology versus my manual articulation of ads, but superior launch strategy.
Still wondering how I did it?
I’m being pretty vague about the ACTUAL delivery method that made my campaign stop-drop-and open up shop. You would too if you just beat the ‘best’.
I believe that the Facebook ad strategy I’ve used in this amazing win can be replicated for almost any industry. I’ve spent almost $1million in the last three months testing. If you would like to take a new, fresh approach to your Facebook marketing, I will back up all of my claims and pull back the curtain. Simply fill out the form below and mention this post and I will be in contact shortly.
The Anti Food Revolution
The way in which we consume and produce food is long overdue for an overhaul.
When we make food, we destroy the world around us. Fishing, livsestocking, and evasive farming tactics create an end game that none of our children will be thankful for. There simply hasn’t been any feasible solutions to hunger other than simply producing more food.
When we eat food, we are filling our bodies with unknown amounts of poison. In order to efficiently produce mass quantities of over-sized food, we rely heavily on artificial sources of growth and mass production. It has yet to be determined (though radically debated) to what effect chemical additives have on our total health. What we do know, at least in this country, is that food is more delicious than it has ever been. 70% of our population is obese or overweight. I’m no doctor, but from what I understand, if you’re obese and you fail to unobese yourself, you can pretty much kiss the quality and longevity of your life goodbye. Everyone in this free country has the right to do with their bodies as they please, that is the double-edged sword of freedom that we can never entirely replace, but there are people who would not choose to be obese. They eat McDonalds because it fulfills a requirement for sustenance for the least amount of money. It is the fail-safe meal for people that eat for survival rather than fun.
We are demanding more food, our population is growing exponentially, and millions of people are facing famine in places where resources are not as plentiful. It’s a strange and unbalanced equation.
Stew in that for a minute. Take it all in…yeah.
We’re in a pretty bad place at the moment, or so it may appear. The rational person may have read this post up to this point and thought, well we’re totally screwed, I’m no longer procreating. Don’t act so fast, mutilator. We are going to need your rational children to carry on the important projects of NOW.
I’m extremely optimistic about a few major breakthroughs in food. If you eat, you should be equally excited. If you don’t eat, please seek help immediately.
In no particular order, here are the advancements that I believe will change the way we sustain ourselves:
1. Shmeat– The story of the lab grown meat made the front page of Yahoo, so it’s certainly not sneaking up on anybody, but the gravity of this advancement has only been grazed by the media outlets that have covered the story. When we no longer need cows to produce burgers, chickens to produce nuggets, or platypus to produce spam we inherently no longer need resource obliterating livestock facilities that are known to produce more environmental carcinogens than if the moon smoked moon-sized no-filter cigarettes. Deforestation, let’s replace that with Reforesting. Couple the Shmeat patty with large scale 3D Printers, and we also have ourselves a globally relevant solution for famine–No additive burgers whipped up in seconds with no negative environmental impact, anywhere in the world without slaughtering a single cow.
Questions I generally have about shmeat are: ‘What is the response from vegetarians?’ and ‘Will it be Kosher?’
BUT DON’T GET TOO EXCITED YET…
Though science has made the burger, consumed it and not created the zombie apocalypse in doing so, we are a long way from manufacturing a stable product from this breakthrough. As the first burger cost in the ballpark of $325,000, we could be a decade or more away from cost effective shmeat. In the meantime, the super rich will eat these tasteless patties to their hearts content.
2. Soylent – Products claiming that they can 1 for 1 replace your meals have long been marketed in this country to dieters. Soylent has a different message to consumers; don’t replace one meal, replace ALL of your meals. It is a customizable drink that manages to pack in all of the known nutrients that the body needs. For consumers, this means the ability to consume valuable nutrition at a low relative cost. Imagine the shift in the balance of power if those that cannot normally afford high nutrition value foods can suddenly improve the health and financial standing of their family. Domestically, this is a win, but internationally this is an uprising. A complete meal that just needs a clean source of water to be prepared could change the course for famine gripped communities: 3.5 million children die every year from hunger, FYI.
BUT DON’T GET TOO EXCITED YET…
Though this product went hogwild on Kickstarter, it is relatively unproven. The sample size of testing for the consumption of this drink is small and isolated. The test will be if they can produce at any reasonably large capacity and fulfill promises of healthful meal replacement with any major side effects from customers. Also, the name really sucks. It could even pose as a major deterrent to those with some sense of historical science fiction. They may have chosen the name Soylent to play on ‘Soylent Green (1973)’, which we all know is PEOPLE, but this water cooler type guerrilla stuff doesn’t work for me in this instance. It’s too comical and slightly abhorrent for a product that may at some point seek government contracts.
Is it delicious? This is the most important question. It could make you grow a magic beanstalk, but if doesn’t taste like real chocolate, nobody will buy it.
SHOULD WE STILL REMAIN OPTIMISTIC?!?
Of course we should, this is America for-crying-out-loud. We are the land of the free and the innovative.
The biggest advancement that we can collect from this Anti-Food movement is that it is arriving in bunches. Products that come before we are ready for them arrive on an island and face a daunting educational battle for consumers. Together, lines of time saving, health inducing, cost cutting food products could cure many of the deaths we face by caloric intake and do their part to influence the world thought leaders and powerful social media users.
A Time Capsule of Music for Aliens
As a simple experiment, I asked my Facebook friends…
Not necessarily surprising, 37 comments later I had a wide array of responses spanning numerous musical genre. There are some common threads here, though. The vast majority picked songs within their own generation rather than really exploring the boundaries of ‘100 years of music’.
What is the message then, for these aforementioned aliens? By my Facebook friends, it’s a general revealing of vulnerabilities. We make mistakes-we have weaknesses, and by opening that book to our mysterious visitors from above we ultimately expect compassion and understanding.
Were any key songs missed in this group? Post them below to be included.
Social Media Contest Insider
I have the rare opportunity to get an inside look at a strictly ORGANIC driven social media contest. Typically when I’ve launched social contests with ambitious goals, I’ve included media buys to help stimulate the acquisition of leads or entrants. A celebrity factor at the highest level is one that I’ve never experienced in predicting a campaign’s output.
Though my role is nominal, I have an inside look at the current running #LIVELIKEADAM Facebook contest, featuring Adam Levine of Maroon 5. Here are the details of the campaign…
Creative Agency: Cofa Media
Contest Premise: Every submission to receive Adam Levine’s new fragrance will have an opportunity to enter the #LIVELIKEADAM contest; prize package includes a stay at the famous Chateau Marmont in Hollywood, CA.
Campaign Goal: 100,000 entrants
Flight: Feb 4th-7th
The current assets in play are:
1) A Maroon 5 Facebook fan page with over 17 million likes.
2) A Maroon 5 twitter following of 2.3 million.
3) An Instagram following of over 81,000
4) A custom Facebook App that content-locks exclusive details about #LIVELIKEADAM
The difficulty in launching with reasonable expectation. Post Super Bowl, will fans and followers of Marron 5/Adam Levine be activated and eager to participate?
The total fanship is approximately 20 million, what would you expect the total entrants count to end up?
As early numbers begin to tabulate, I’ll update in the comment thread below.