Passionland

Let me share something during my sleepless saturday’s midnight. I’d like to share one interesting marketing company. It becomes significant once I and Yan got back from Bangkok. During our conference in Bangkok, both of us believe that the future of marketing lies on three foundations : WORD OF MOUTH, COMMUNITY & MOBILE. So while we’re thinking on creating that first brand-new service in Indonesia, the story of Crayon might inspire all of us

keep in your mind: Consumers Change, Technology Change, People Change, so why marketing does not change?

I copy to all of you 13 credos of Crayon. You’ll see how they are different.

1. We are shape shifters. Winning in today’s ever changing and volatile landscape requires versatility, flexibility and the ability to morph on demand and as needed. We are a different kind of company that mashes-up a combination of consulting, agency and advisory services. We’ll also do windows and serve tea if required.
2. We are not superior and we are not subservient; we have strong and defined points of view and we look for clients of similar ilk. We want to be challenged and we want to challenge you. We’re not yes men or women and never will be. If you can’t handle the friction, passion and intensity, we’ll gladly refer you to another company.
3. We’ll never pitch for business (at least the way you’re used to) That’s not being arrogant; it’s just being honest. We don’t subscribe to spinning wheels, wasting time and being led by other consultants (additional layers) and purchasing/procurement agents. We don’t subscribe to being placed in line-ups. We don’t want to be judged on what we’ve done in the past, but what we can do for you today and tomorrow. In the new marketing world, there is no precedent; there is only gut, intuition, common sense and intelligence. That doesn’t mean we won’t sell ourselves (hard) to you…we want you to be sure about us and the conventional pitch process isn’t designed to do that.
4. Pitch part 2. You’ll never have anyone in the room who won’t be working on your business. It’s as simple as that. What you see is what you’ll get. The reality of the business is that most ideas come from the bright and bushy-tailed junior staff. You’ll get to meet them first hand in the mating process.
5. If you’re still with us at this stage, you’re still far from the comfort zone of convention. We live and die by our ability to generate the kind of prolific thinking, original ideas, differentiated strategy and key insights that you need to be and stay competitive in this business. We also demand to be compensated accordingly. Performance-based pricing is not an option; it’s a necessity.
6. Ideas and creativity are the lifeblood of the business. We will do everything in our power to quash and defeat anything or anyone that gets in the way of the pursuit of the kinds of solutions you need and your brand needs. We welcome ideas from anyone - irrespective of their position or title and we recognize and reward as such.
7. Our culture is one which not only believes in risk-taking and experimentation, but embraces it as a vital part of our DNA. We would rather beg for forgiveness than ask for permission. Our team is individually and wholly empowered to make their own decisions and to take matters into their own hands. What doesn’t kill us will make us stronger and you better.
8. We are biased in some matters and unbiased in others. Our master is the customer; our master is the truth; our master is change. We fully intend to bias against the status quo and represent the road not taken with 110% of our minds, bodies and spirits. If you need a compartment or label, then consider us media or communications biased and conversation or solution neutral.
   • You have enough yes-men telling you to “tweak the status quo.”
   • You can’t take incremental steps and expect an exponential result
9. We walk our talk. We expect you to judge us by the way we walk our talk and even talk our talk (podcasts). In short how we market ourselves using new marketing to prove new marketing.
10. Talent (together with vision, culture and creativity) is ultimately what differentiates us from the shop next door. If you have new marketing blood pumping through your veins and have the kind of passion, intensity and originality that is waiting to explode upon impact, inquire within. There will never be a “no vacancy” sign hanging on our door. And we’ll never downsize, rightsize, leftsize or upsize based on the flavor of the month or the direction the wind is blowing. If you’re a square peg, we’ll cut you a square hole. If the role isn’t defined, we’ll create one for you. It’s that simple.
11. Respect the lifeforce. Here are a few ways we behave which might intrigue you:
    • All crayons will have skin in the game. Equity or options. Everyone will receive a bonus based on performance.
    • Likewise with the process of coming up with ideas. Our organization - like the world - is flat. If you are fueled by passion, your ideas are welcome.
    • We exist and operate both physically and virtually. We meet in Second Life and use the power of social media to communicate, connect and create. If you think about it, we are truly a global organization off the bat. Wherever we have people, we have presence and wherever we have presence, we have influence.
    • EVERY crayon blogger, podcaster, vlogger will be allowed to continue and maintain their independence or “second lives”. We respect their freedom of speech and expression and will protect and insulate them accordingly. If a crayon honestly blogs something critical about a client on their personal blog, so be it. We absolutely expect our clients to be accepting of this.
    • All crayons will not just be allowed to visit any blog or website, but will be encouraged to blog and podcast during “office hours”, as well as download or upload during “office hours” ” PS: Office hours pertain to the time it takes to get the job done. No clock watching. No time wasting. No messing around with our client’s time. No time sheets.
12. No client requests will be honored after 5pm. All client requests will be honored after 5pm. We’re not being flippant here. Our people have lives and we want them to have balance, perspective and boundaries. That said, we also want to build relationships which span way beyond the “office” - you will always have our home numbers and cell phone numbers and should you need us; need to talk to us; need to bounce an idea of us; we’ll always be there for you. It is imperative to respect partners - not just professionally, but personally as well. If you’re not comfortable coming over for a Sunday barbeque, then something’s wrong…
13. Following on from this, is the power and importance of direct and honest conversation and communication. e-mail sucks. It’s ambiguous, lacks personality and encourages political shenanigans. We discourage “cc” and we outlaw “bcc” We try and call it like we see it, and if that means ruffling a few tail feathers along the way, so be it. If we can foster a culture of integrity, truthfulness and conviction, we believe it will naturally spillover to consumers and reflect accordingly with the brand.

STAY HUNGRY - STAY FOOLISH
Sumardy

Umpqua, an Oregon-based bank, recently launched something similar. Their Lemonaire campaign is aimed at helping ‘really small entrepreneurs’ start their first business: a lemonade stand. After completing an application, children can pick up a free Umpqua Lemonade Starter Kit. The kits include cups, napkins, a sticker, table cover, small business guide (’How to Become a Lemonaire’) and USD 10 start-up capital. No purchase necessary, but children must be under 13 to qualify.

Unlike Postbank’s Bizznizz, Umpqua’s Lemonaire is a temporary campaign, and the marketing aspect is key here. As quoted in the New York Times, a spokesperson for Umpqua explained: “We look for ways to hit people with a different mindset, and the lemonade stand is a perfect metaphor for what small business is about.” Time for other banks to follow Umpqua and Postbank’s lead, offering junior entrepreneurs the tools they need to earn and save? As long as children aren’t forced into labour, it’s a great way to teach them about business and money ;-)

Dutch Postbank, part of the ING Group, recently started a campaign aimed at budding entrepreneurs.

Children who open an Easy Blue account receive a briefcase containing materials for printing their own t-shirts (aka bizznizz attire), stickers, letterhead, flyers, and business cards. To get started, the young business person logs on to bizznizz.postbank.nl and decides what type of business he or she would like to run. Postbank suggests washing cars, walking dogs, household chores and mowing lawns, as well as an intriguing ‘entertainment’ category.

Then it’s time to pick a name, create a logo using an online design wizard, print promotional material and start advertising: throwing flyers through as many neighbourhood mailboxes as possible. Once a client has been secured and the first job completed, the kidpreneur can log back on to the website to print an invoice, and have the client transfer the carwashing fee to their bank account.

Although we hardly want to promote child labour, it can’t hurt to nurture young people’s inner entrepreneurs, teaching them about money, responsibility and the ABCs of doing business (including non-profit ventures). It’ll keep ‘em busy during those long summer holidays, too. ;-) Which bank/financial institution outside the Netherlands to follow?

A related and less carefree spotting came in from New Delhi, India, where more than 1,000 street children have joined together to create a bank that helps them manage the small sums they earn each day. Launched in 2001 by a volunteer aid group called Butterflies, the Children’s Development Bank aims to empower children in several important ways.

Like any other bank, CDB pays interest on the deposits that New Delhi’s street children make. That interest can be a vital incentive to kids who might otherwise spend their daily earnings on cigarettes, candy or other items—or worse, have their meager profits stolen. Money for the interest comes from the repayment of micro loans made to kids 15 years and older. But interest on income is only part of the picture. While adults stand at the ready to help, CDB is managed by children, helping them gain valuable work skills.

Some might argue that children shouldn’t work at all. But CDB’s adult patrons maintain that the economic circumstances in New Delhi and other parts of the world with large populations of street children provide no alternative and that CDB gives these children better control over their lives and earnings. And their idea appears to have legs. Besides India, banks have been organized in Afghanistan, Bangladesh and Nepal. CDB also has some heavy-hitting international sponsors, including HSBC and Comic Relief. Proof that entrepreneurialism can bring positive change in even the most challenging circumstances?

With growing concerns of childhood obesity, keeping kids fit is on the minds of many parents. Keeping it on the minds of kids may be more of a challenge. Fitness franchise NexGym seems to be on the right track with Exergaming—a hot new exercise concept that combines video game technology with calorie-burning workouts. Billed as “The Next Generation in Fitness for Kids,” NexGym’s virtual reality-inspired workouts are geared with the interests of children ages 6 to 14 in mind. Video games are wired to fitness equipment, making the experience both mentally and physically interactive. Kids can race bikes through lunar landscapes, sharpen hand-eye coordination with intergalactic hand-to-hand combat or participate in virtual pro sporting events. More than 20 games are available.

Additionally, NexGym offers interactive classes in sports, dance, karate, hip hop, yoga and more, some of which are available for kids as young as age 3. There’s also a morning drop-off just for preschoolers—a definite hit with busy moms and dads—and parent-child music classes suitable for infants on up. NexGym’s staff of certified personal trainers can even customize programs to help children polish their fitness skills. They also offer an innovative program for children with special needs. And, like any good kids’ franchise, of course they do birthday parties!

With the continued success of niche gyms, further expansion into the children’s market is a worthy and potentially lucrative enterprise. NexGym franchises are currently only available in the US, but the concept could be reproduced just about anywhere, using widely available video game systems such as Nintendo’s Wii and Konami’s Dance Dance Revolution

Happy holiday to all of you who does, and this is my post form my hometown (finally coming home). I just hoped that this post is not an outdated topic.
OK then, here’s the story.

Radiohead just launched their new album entitled “In Rainbows”, well I’m not a fan of this group, but the way they marketize this new album kinda tickled me.

Continue reading …

Still on Eternal Heritage… in some of seminars that I gave, many times people talking about the big expenses that I need to do I Like Monday. I admitted, I have the luxury on creating the first weekly music event in Indonesia without any sponsors because of Hard Rock Cafe have a commitment and budget to support music industry although haven’t have any guaranteed of profit in the future. I managed to get approval from all my bosses.

But, I also have an example of an innovative event without spending any money.

It happened when I run MTV trax Magazine, we need to celebrate our 2nd Anniversary but have no budget and the cash flow still very bad.

So how to make a creative event that provocative like MTV did in America or in the UK?

“But they have a huge budget compare to us… and we don’t have a single budget” said my team during our meeting. The answer is to creating event that so good and easily can attract sponsors.

Creating an event to travel to somewhere that people didn’t know where they going? Yes, Why not.

Live Perfomance on the Plane? Yes, why not.

Please welcome… MTV trax Destination Nowhere..!!

We hook up travel agent and airlines to support us. We sell limited space for the readers with some margins to cover the ground expenses for artist and press that we invite.

Cokelat perform on the plane… We all travel without knowing where we going… it was fun.. more fun than when you already know where to go…

We don’t even think of MURI (Indonesian Museum of Record), but as soon as we are covered on Kompas first page, then we finally awarded MURI.

This innovation has inspired many others.. like fashion show on the plane, children coloring on the plane, seminar on the plane, new year’s eve dj on the plane and so on..

I believe many people have creative ideas but haven’t pushed their ideas until it become reality. Start with a small ones.. then you’ll get your confidence ;-p