Bill Geist's Zeitgeist

What's Wrong with This Mailer?

Remember those "What's Wrong with This Picture" challenges in the children's magazine Highlights? And then there was that fabulous Andrew Gold album of the same name with a treasure trove of "wrongs" on the cover.

I couldn't help thinking of both as I held a Direct Mail piece from Anytime Fitness that arrived in yesterday's mail (click image to enlarge).

First...do I want a slim but buxom bikini body? OK...I guess I do, but will most guys make the connection? Strike One.

The copy states: "Become a member...and in just weeks feel and look your best." But, if I'm 400 lbs and haven't worked out since high school, will I REALLY feel and look my best in just weeks? Strike Two (and, dude, you need some commas).

But even better than that is the disclaimer: "Terms and conditions apply. No hidden gimmicks."

If there are no hidden gimmicks, then there shouldn't be ANY terms or conditions, Sparky. Strike Three.

And finally, "Please see club manager for details. You won't regret it."

But...what if I do? What if the club manager turns out to be a tool? Strike Four.

The return address is from a firm outta Alabama called Smart Market.

Whatever.

Breaking the Monotony

Southwest Airlines is generally credited with offering flight announcements that were creative, funny and a break from the droning seriousness of most attendants as they tell us how to buckle our belts.

Every once in a while (like maybe once a year), I'll luck into a flight where the cabin announcements have a touch of levity.

Sadly, I never had a chance to fly with Kurt Stecker, who used to fly with ATA. But, thanks to YouTube, we can all say we did.

Best line is the last. Enjoy.

And thanks to Gadling for the catch.

Prom and Homecoming Suck

I have absolutely no idea why this came to mind. But they do.

The whole concept of queen and court.

If you went to a high school of 1000 kids...that would be roughly 500 girls. And 5 were chosen.

Which meant 495 felt rejected.

And, for what purpose? That the 5 (who already thought they were hot stuff) could revel in the fact that they were hot stuff?

It's all (and only) about looks (or who put out).

Funny how a stray conversation makes you realize how incredible stupid a time-honored tradition really is.

Our Leaders Need Us to Watch Them

With all the critical issues facing this country, the Senate yesterday took time out to delay the implementation of the switch to Digital TV. Apparently, over 6.5 million households haven't made the necessary upgrades and, thus, won't be able to watch TV after February 17.

Is the delay necessary to insure that their constituents won't miss their precious episodes of Lost, CSI or American Idol?

Naw...Congress just doesn't want us to miss all the wonderful things they are doing in Washington on our behalf.

I Don't Want to Miss a Thing

Aerosmith and Visa get it. We don't want to miss out on anything that those around us would think to be cool.

That thought came to mind over the weekend when Guy Kawasaki tweeted the link to the picture at left (click to enlarge). It's a satellite image of the crowd at last week's inauguration.

I would so love to see images from past inaugurations to see just how incredible the difference would be. I'm guessing it would be significant squared.

And, for the majority of the dots you see in that picture, they froze their asses off for hours to watch it on a jumbotron.

But...they were THERE. And nobody can ever take that away from them or beat them on the coolness scale. They were THERE.

Which should make us all think...what could we create that people just HAVE TO BE a part of?

Gimme a Reason to Go

The All-Canada Show (sponsored by Travel Manitoba) swoops into Madison next week to entice us all to visit the Great White North.

This show rolls into town almost every year, it seems, with pretty much the same booths, same programs and, whoa nellie, a free lure on opening night. That'll hook 'em every time.

But it doesn't.

This year, though, show organizers have added a lure more brilliant that the ones tossed around on opening night. Besides time and money, what's the one thing that would hold you back from a Canadian getaway?

That would be a Passport. And, this year's All-Canada show will feature a booth (sponsored by Ontario Tourism) where those of us without can apply and get our passport photo taken.

And THAT is the perfect way to be relevant to the consumer within a 25-year old show. Smart!

15 Concepts to Live By

All Destination Marketing Organizations struggle with relevancy in today's disintermediated world.

They'd all do well to read the Durham CVB's Reyn Bowman's "15 Things to Expect from a DMO."

Dude...you so nailed it!

Now...it's up to us to add to the list. Thoughts?

Twitter as an Advocacy Tool

Great post from GoSeeTell's Martin Stoll on how Twitter can become an effective advocacy tool in these days of gutted Tourism Budgets.

And for those that continue to underestimate the value/impact of Twitter, behold this ROI. The Grand Rapids MI CVB just booked their first convention off of a contact / conversation that began on Twitter.

Hell, yeah!

Change We Can Believe In?

Neither of the Presidents Bush ever understood the impact of Tourism. Bill Clinton talked a good game at the White House Conference on Tourism...but then did nothing more. Indeed, the last President to actually have a tourism policy (dressed up as a national defense policy) was Dwight Eisenhower, who launched the Interstate Highway System.

While Barack Obama waffled some on the question during the campaign, he was a sponsor of last year's ill-fated Travel Promotion Act. His original pick for Commerce Secretary was a man who clearly understands the importance of tourism. And, his mere election has helped instill new interest in international travel to the U.S.

Will this be the day that America welcomes a President that finally understands that the travel economy breeds both economic wealth at home as well as increased understanding, tolerance and goodwill on the international front?

DMOs and Sports Teams

Sales and Customer Service Trainer and Marketing Guru Bill Guertin and I go back...way way back. We even contemplated starting our own ad agency back in the '80s in our home town. Now, here we are, authors, speakers and consultants. My chosen niche, of course, is Destination Marketing. One of his is Pro Sports Ticket Sales Training (now that's a niche...but he's all over it!).

Bill called last Friday to interview me for his e-Newsletter that offers tips and tactics to Sports Teams' Ticket Sales Departments on the opportunities to sell sporting event tickets to group, meeting and convention clients.

As we talked, I started seeing opportunities I had never really considered before. And while you may have already been all over these (please use the comment section to tell me how slow I am), I'm sensing some real opportunities for DMOs to assist meeting planners with experiential offerings that can be the attendance builders these planners so crave.

In the interview, I suggest that Pro Sports Teams need get to know their DMOs. On this blog, I'm suggesting that DMO pros pick up the phone first this week...and talk with your teams.

And, treat yourself to Bill's book, Reality Sells. It's full of great stories about companies that use stories to connect with their customers.

Thanks for the opportunity to ideate, dude. And, we really need to reconnect face-to-face real soon.