What I’m Looking Forward to in 2016, List 1

I don’t do predictions. But I like to read other people’s predictions. And based on what I accomplished in 2015 and what other people are saying is coming, here’s what I’m looking forward to in the year ahead.
1) Travel: In 2015, I made it to Spain, France and Italy. I also enjoyed a fantastic 2 week road trip through Southern California and the Central Coast, and an annual trip to Arizona. In 2016, I’d love to get to France for a Euro 2016 match, Cuba, and Orlando to see the Sounders play.
2) More medical technology: This isn’t really my field, but I’m fascinated how devices are becoming available that can help people with preventative medicine. From heart trackers, to cholesterol monitors to simple devices that measure stress, I’v never been more interested in health products.
3) 3D Printing: It’s still years away from being practical in every home. But there was also a day when mobile phones were useless devices that weighed 8 pounds and had to be plugged into a cigarette lighter. Keep you eye on this and notice the baby steps the industry makes.
4) Really bad political drama: Oh lord, this year’s Presidential election is going to be a disaster. If you were a company that needed to fly under the radar, this campaign is going to give you plenty of air cover.
5) The Mariners: Last year I was skeptical. I believe in Mariners 2017, and that Mariners 2016 will at least be interesting to watch as it’s being built.

That’s today’s top 5. More later in the week.

7 Fun Facts About the St Vincent and the Grenadines Soccer Team

The U.S. Men’s National Team starts its World Cup Qualifying run vs St Vincent and the Grenadines tonight. Who the heck is the the St Vincent and the Grenadines soccer team? Well, here are some fun facts.

1) The island is here.

2) The country has 109,373 people. That is approximately 321,905,480 less people than there are in the U.S. For perspective, the United States has 4,186,778 registered soccer players.
3) Assuming the team has a standard 23 players, .021% of the country’s population is on the National team, or 1 out of every 4,750 people.
4) The team is ranked #129 in the world. That’s actually better than Luxembourg (146), New Zealand (159) and India (172).
5) There is an actual St Vincent and the Grenadines Professional Soccer League. It features the Toni Store Jugglers, Prospect United, Avenues United, Fitz Hughes Predators, JG & Sons Stingers, Camdonia Chelsea, System 3, Zodiac Football Club, Nemwil Hope International, Digicel Jebelle, Besco Pastures and K&R Strikers.
6) Two members of the St Vincent and the Grenadines Soccer Team, Myron Samuel and Oalex Anderson, play for Sounders FC 2. Put that in this perspective – the man with the most games played and most goals scored for this country, plays on the minor league version of the Sounders. If Oneil Fisher was from SVG, he could be a starter.
7) In the qualifying round for the 2014 World Cup, they were eliminated in the 2nd round, going 1-2-3 vs Guatemala, Belize and Grenada.

Join me at the Seattle Interactive Conference November 3

Over the last few years, I’ve had a few amazing chances to get in front of a large audience and either speak on, or moderate panels full of smart people. In about two weeks, I’ll get the opportunity to moderate a panel at one of my favorite events – the Seattle Interactive Conference.

The panel is focused on the changing role of online advertising. Here’s the description:

Game of Screens: The Rise of Multi-Screen Marketing
The rapid evolution of consumer behavior as it relates to their media consumption has rendered many of advertising’s traditional targeting and measurement metrics difficult or obsolete. So how do you accurately measure results when Device proliferation is making even basic reach and frequency management nearly impossible? How can you balance the new expectations amongst consumers that messaging to them should always be relevant and timely? And what are some recent technology advancements in targeting and measurement to help address some of these challenges? In this panel, executives from Choicestream, GoDaddy, Logitech and Sharethrough will share their experience and expertise in delivering successful behavior-driven marketing to consumers who live on multiple screens.

The panel will be on Nov 3 at 11:00am. If you’re attending the event, please come on by and check out our session. And if you have questions you want answered, shoot me an email and I’ll add them into the queue.

I’ve Become One of “Those” People, and You Guys Can’t Drive

I like to think that at my advanced age, I have the ability to shift opinions. To change my mind. To “evolve,” as it were.

For years, I did not understand the concept of riding a bike to work. I found it non-sensical. Foolish and childish even.

But then about 3-4 weeks ago my doctor explained some things that were going to happen to me in the coming years if I did not lose a fairly significant amount of weight. And he wasn’t saying things like, “Wow you are going to feel great!”

So I left his office, went to the bike store, and bought myself a new way to commute to the office. I’m now one of “those people” who are in the way when you are driving to work.

What I’ve learned

Now I’m in no way an expert yet. I’ve maybe done the Wallingford to Downtown Cannonball Run about 8-10 times. But here are some initial impressions.

1) You people can’t drive. I never noticed it before, but there really is no consistency from one driver to another. You make crazy left turns out of nowhere, pull over in bike lanes (it doesn’t matter if your hazards are on, I still can’t jump over you), block interceptions at red lights, and nose your car out into the middle of the road. Bring on the driverless cars.
2) Texting and driving is seriously dangerous. There aren’t a lot of things a biker finds scarier than seeing someone in a car with their face buried in their cell phone. We have no idea where you are headed, if you see us, or what you are going to do.
3) We need more bike lanes. On my way in, I zip down Stone to 34th to Dexter to Bell to 2nd and it’s a breeze. On my way out of town, inexplicably you can’t head back UP 2nd very far. So I have to weave through buses, cars and/or pedestrians on 3rd and Blanchard to get back to a safe path.
4) Some bikers are really decent humans. Contrary to my previous belief about bikers being traffic-causing, egotistical, stubborn jerks, a lot of bikers are pretty nice. We usually end up in a nice little pack around stop lights. There’s safety in numbers and we’re all more visible when we’re traveling in a flock. Usually everyone is following traffic rules, being courteous to drivers, and being safe.
5) Some bikers are total jerks. Nothing is more frustrating to a rookie biker like me than seeing some yahoo zipping through traffic, slinging between lanes, ignoring street signs and signals, and generally creating chaos. For the record, I’m the guy following every rule, doing everything like you’d expect the guy on the bike to do. Bikers who flaunt the fact that they are on a bike scare me because they make you unpredictable.
6) The time is comparable. On an average day at rush hour, driving 6 miles downtown plus parking takes me about 25-30 minutes door to desk. On a bike, 30-35.

Ok, I’m a cheater
So here’s the thing. I’m not in good enough shape to get up Stone Way. And I don’t like the idea of being stuck at 8mph in traffic. So I bought an electric bike. I’m an absolute believer in these things.

The electric bike is great because you really only use it up hills, or if you need to maintain a consistent speed of 15-20 mph. You can shut it off if you’re by yourself and can go at your own pace. And maybe one day when I’m in better shape I’ll be able to keep it off altogether. But if you are considering becoming a bike commuter, look into the electric bike. It will help get you off the fence.

So there you go
So I’m a convert, at least when I can be. It’s still totally impractical for anyone who needs to wear a suit or pick up the kids after work. But there might be a good number of you who could pull it off.

And try that electric bike.

Saving Greece and Soccer at the Same Time

In case anyone wonders, this is a completely facetious comment. I don’t honestly believe this is a good idea… But in a make believe world, here’s how you could save Greece and International Soccer at the same time.

Qatar buys Greece.

Think about it. It’s win-win-win-win.

Win 1: Qatar gets the recognition it desires.
Qatar has a ton of money that it can’t spend. They want to change their image and have a larger presence in terms of global awareness. By buying Greece and renaming it “North Qatar,” they get all of the history that comes with it. Just like Gary Payton is somehow the leading scorer in Oklahoma City Thunder history, North Qatar would be where the Olympic games originated. Zeus and the rest of the Qatari gods lives on Mt. Olympus in North Qatar. And where would the world be without the contributions of famous Qataris such as Socrates, Plato and Aristotle?

Win 2: Greece pays off its debt.
The banks want to get paid. The Greeks don’t want to pay anyone back. Qatar has dump trucks of cash sitting in gold plated garages. Let’s redistribute some of that cash and keep the country – and Europe – from collapsing.

Win 3: We don’t have to play soccer in 120 degree weather.
The 2022 World Cup can stay in Qatar – it’s just going to be played in North Qatar. (Except they’ll make Germany and the U.S. play their games in South Qatar out of spite.) Tourists will now want to attend the games. And Qatar can send all those poor abused migrant workers home.

Win 4: FIFA moves to North Qatar
Nothing significant in the world can happen without it benefitting Sepp Blatter in some way. This works for him. Qatar can revoke any extradition treaties it has with the U.S. and FIFA can build a 200,000 square fit office complex overlooking the Aegean Sea.

Could it happen? Of course not. Should it? Hmm….

One Human, One Block, One Year: An Idea for Solving Homelessness

So file this under pie in the sky, hopeless ideas that have no chance of coming true.

Unless, that is, one person tries to get it going.

NPR published an interesting article the other day about Homelessness in Seattle. One stat stood out: “According to the latest count, in January, more than 3,700 people live on the streets of King County. The number of people sleeping outside shot up by 20 percent in just the past year.”

3,700.

Via NPR

That number sounds enormous when you are thinking about how a government agency could fix the problem. And the government has proven it can’t do it. Here’s another stat from the article, one that should make you pretty mad. “All told, under a 10-year plan put together a decade ago by a public-private partnership called the Committee to End Homelessness, roughly $1 billion has gone to the cause.”

$1 Billion spent in 10 years. 3,700 homeless. At $100 million spent per year, we could just pay every homeless person an annual salary of $27,000 and just close down whatever services are trying to solve the problem.

But 3,700 is also a really small number.

King County has 2.044 Million people. For every 1 homeless person in Seattle, there are 550 non-homeless. This is the math I use to think there’s an opportunity at fixing this problem.

One Human, One Block, One Year
The idea is simple philosophically. Homelessness stops being a macro issue that we need “leaders” and “organizations” to try to solve. Homeless people need to stop being nameless, anonymous shadows that we can easily ignore on the side of the on ramp.

Let’s make homelessness a neighborhood cause. And not just a neighborhood cause, but a block cause.

I’m going to guess that almost every city block contains the following things:
– A house with an unused shed, mother-in-law attachment, garage or other structure that could be fitted with a simple bathroom. (And if not, a group of 20 people who’d split the rent on an apartment for someone.)
– At least one if not more people who hire part-time help.
– Someone who is or knows a psychologist, therapist or life coach.
– A teacher.
– A retired person willing to occasionally give someone a ride.
– Someone who’d spring for a bus pass.
– Neighbors with extra clothing they can give to a specific human.
– People who will donate money to make sure someone they know is well fed.

When you think of the idea that 550 people working together could help a single person get off the street, it seems almost mathematically insane that we have homeless people in the first place.

Now yes, I know that there are gigantic holes in this idea. Addiction, dementia, stubbornness, safety. These are all issues that would have to be dealt with. Then you’d have to get through the government red tape of permits, zoning, etc…

But doesn’t it seem doable? Doesn’t it seem like if everyone who lived on your block assembled for two hours one Sunday afternoon, you could come up with everything you need to get someone a home, a part-time job, a wardrobe, counseling, a bus pass, some education and tutoring, addiction treatment if necessary, and most of all – friends in a neighborhood. Friends who want to see their guest succeed and move on to successfully re-start their own life in 12 months.

That’s my utopian idea. One human, being helped by one block of neighbors, for one year.

Join Me at the American Ad Federation Seattle This Thursday

Well this should be fun. You’ve seen it before. We get 4 people who know everything there is to know about a topic and I ask them a lot of questions for 90 minutes. And try to throw in a joke or two along the way.

Here’s the scoop for this Thursday from the AAF website:

FORTUNE Magazine recently published a survey of the world’s most respected brands. The Seattle area boasts 6 in the top 30.

As marketing and advertising professionals that call the Seattle area home, we are global stewards for the brands by nature of our profession. Join AAF Seattle as we continue the discussion around diversity and multiculturalism from the perspective of driving brand engagement, both from the agency and brand perspective.

We’ll touch on such topics and questions as:

How prepared are we to support billions of consumers that share the Great Circle of the Pacific Rim?
What are the key insights we can share on how to optimize the brand experience and messaging?
What role does multiculturalism play in our ability to connect with consumers?
What works (and may not work so well) when it comes to strategy to addressing diversity in your teams and your advertising message?

Who are the experts? A really strong group.
Ben Rudolph – Director, Sales Evangelism, Worldwide Retail Channel Marketing, Microsoft
Natalie Rouse – CEO, Southern Cross International
Ken Cho – Co-Founder and CEO, People Pattern
Shelly Kurtz – Executive Director, NBC Universal, International Media Distribution

Hope to see you Thursday. Email me if you have a question or topic you want me to sneak in.

A Quick Thought About A Common Dilemma

I don’t think I’m the only person who regularly gets asked for money by homeless people. On any given day, I can be hit up by one when I get on I-5, one when I get off I-5 and anywhere between 1 and 3 within 20 yards of the Wallingford QFC. So long ago I drew a line in the sand and just decided not to give out dollar bills to guys who may simply take my dollar bill and buy some cheap booze.

So here’s what I’d like to have. I’d like to be able to donate $100, $200, $300, however much to a shelter. I’d like them to mail me a bunch of $1 “gift cards” that can only be redeemed at that shelter. And I’d like the shelter to make the recipient do something to redeem it. Work in the kitchen, take a skills class, whatever. And then I’d like all the “gift cards” they’ve collected to be put towards something they need. Or let the shelter act as a bank and hold the cards for them. In fact, I’d even have the cards contain a # to a taxi company where the person could ride to the Mission for free and have the ride paid for as part of this program.

I know, this can’t work for a hundred reasons. But I’d like it to. I’d feel way more comfortable giving a card to someone than 1/2 the money he needs for a 40.

MKTG 555 Students – Here’s What You Need to Know

One difference between graduate school today and 10 years ago is that you can go to Google (or Bing) and find out a little about your instructors before you show up for class. And when your instructor pays his mortgage by helping clients with their marketing strategies, then he’ll probably be pretty easy to find.

So excellent work in finding this blog. This is the kind of entrepreneurial drive that will make you successful in the class. If you read enough, I bet there are some things that can be helpful. Like, you’ll probably learn that the quickest way to a low grade is to say anything positive about the Oklahoma City Thunder in my class.*

*Legal Disclaimer – This is not a true statement. I will not alter your grade based on which NBA team you support. It’s more correlation than causation.

It’s should be another fun quarter. I’ll do what I can to introduce you to the people and events that make Seattle a vibrant scene for start-ups. And we’ll all look at a ton of entrepreneurial marketing strategies that can be emulated. I’m looking forward to meeting all of you.

PS – Here’s a reward for being proactive. The first trivia question for determining group priority is this: What is the name of the City of Seattle’s Startup Liason?

How Marketing is Like Little League

Every spring, tens of thousands of dads, friends, uncles and even moms embark on the gratifying, frustrating and always surprising journey of coaching a Little League baseball team.

Other than Crossfit and Fantasy Football, there may not be an activity that is so mind-absorbing to you – and that absolutely no one around you wants to hear about. No one outside your bubble of coaches and parents cares about little Jimmy’s amazing catch in center field.

But I wouldn’t be me if I didn’t subject you to my thoughts on the matter in this little forum. And my thoughts revolve around how coaching 9 year old baseball players is a lot like running a marketing program.

Andy Little League small1) Every channel / kid is different: Coaching would be easy if you could just get out front of the audience, give a little spiel about how to turn your hips when swinging, and watch everyone respond in perfect union. But one kid is going to interpret that message as, “Pretend like its a hula-hoop” and another is going to hear, “Keep my feet perfectly still like they are in cement and turn my hips.” Just as every online or offline channel you choose needs its own nuanced content, you must also shape your message for the kids.

2) No matter what you do, some audiences are just not going to do what you want them to do: You can test images, graphics, copy, videos and more. Your content can be fabulous, and still there’s a percent of the market that will ignore, or not understand, anything you try to get across to them. You can explain over and over again, “Run through first base.” You can do drills in which they run through first base. You can have quizzes and ask them what they are supposed to do when they get to first base. During the game, 11 out of 12 kids will run through first base. And the 12th kid is still going to slide, come up short, be out by 2 feet, end the rally and the coach will have to resist throwing his scorebook through the fence.

3) You will have some successes you shouldn’t have, which makes it hard to change: A 9 year old doesn’t know how good he can be. He looks around and sees he hits better than most of the kids despite only keeping one hand on the bat, and says, “That’s good enough.” You beg and plead, “You will be a better hitter if you keep that 2nd hand on the bat.” And so he takes one swing in batting practice, keeps both hands on the bat, misses the ball and decides that sample set is large enough that he’s never going to listen to you again. He shouldn’t be able to hit with one hand, but since he can, he won’t change. We have marketing campaigns that are “doing ok” so we may be resistant to change. It shouldn’t be doing well, but we can’t ensure we’ll do better. And when we dip our toes in the water and have a day of less success, we revert back to what we know.

4) There is always a team with greater resources who looks impossible to beat: In our league, we have the team that plays hard and fast with the rules. The team knew of an all-star player, kept him out of the draft, and then had him join their team later when no one was looking. In 9 year old Little League! Plus, the kids of all the coaches are all 1st rounders that got placed on the team with their dads. So by very definition, they have 4 first round quality players and everyone else has one, maybe two. Your marketing team has less money than Starbucks, less brand power than Coke, fewer distribution channels than Microsoft and can’t afford Apple’s Brand, Design and Ad Agencies. That’s just the way it is. You have to be smarter, see who it is you can beat, and possibly just accept you may not beat everyone.

5) The losses will be hard to take but the wins will be fantastic: Something is always going to surprise you. The kid who never gets a hit will make it to first – and even run through the bag! The center fielder will track down the longest ball hit against you all season and make an amazing catch. The first baseman staring at the kids in the other dugout will make a back handed stab. You just never know where these unexpected gems will happen. You’ll want to take credit for them, but just enjoy the win. It doesn’t matter if the idea for the ad came from the copywriter, admin, customer service rep or janitor. It’s a team win when it works, no matter how and why it happened.

Those are my 5 takeaways. I’m sure I’ll think of more, but like most Little League baseball games, this post has dragged on too long and we’ve seen enough pitches already. I’ll just be thankful if someone of them were strikes.