9:32 — Saul loves to start off his presentations letting everyone know how much ladies love him. 😉
9:33 — There are easy ways to let new customers know that they are special. Like sending them a personalized email when they sign up.
9:35 — Own the awkwardness!
9:36 — He created a custom twister board and played with others to create a brand impression.
9:37 — Once he brought a mime to a trade show so it would make him not the most awkward person in the room.
9:40 — With no budge he created buzz by selling a Grilled Cheese Sandwich on Ebay.
9:41 — Creating a myth is a great way to create buzz by allowing others to fill in the blanks.
- make people laugh
- make people think
- create genuine emotion even if it is tears
9:44 — If you can’t compete with people on your own level, don’t… just change the rules.
9:46 — An Example: They made a ten foot banana booth at a conference a la Arrested Development for only $800.
9:48 — They captured most of the press, gave away 10,000 bananas, and a third of the tweets from the conference.
9:50 — Q: How do you know when you have come up with something really unique?
9:52 — A: You know your audience so take chances. Making mistakes is also a good way to engage and have conversations. When Freshbooks sent out friendship bracelets to customers it weirded some of them out.
9:54 — Q: Did you have any failures that you had to fix midstream?
9:56 — A: A bowling league that they try to start did really gain traction. and dinner when he comes to town.
9:57 — Q: Can some of these efforts cheapen a brand?
9:59 — A: Yes, if you are a luxury brand then you probably shouldn’t be doing zero budget promotions.
10:00 — Q: How do you balance your message to multiple audiences you cater to, like volunteers and users.
10:02 — A: You don’t always have to be shocking, just different. For instance instead of sending flowers, send flower seeds. Send personalized notes, and just go that extra step to show that you care.