Rituals

The post on Rituals by Church of the Customer really stuck with me.

Yes, it caught my eye because I am a Steeler fan...but also because it sparked some inspiration into understanding why people act the way they act around a product launch or an event.

Rituals are about belonging, being a part of the greater story. As the post describes "They are the shared experiences of a group. They create emotional glue."

So when Huba asked "For your business, have you devised rituals for your customer evangelists? What shared experiences allow them to build a worshiping foundation?"

Here is how I worked on figuring this out for old, current and new projects:

1. How are your customers interacting with your product? When, how, where and why? What is a 'tradition' vs. a new wave?
2. Are there patterns? Do they differ by personas?
3. How can you enhance existing interactions or make them more feasible? Online and off. Can you help spread existing rituals? How?
4. Can you develop new rituals that will bring your customers together?

Remember, rituals always start with your evangelists, whether it be one person or a group of 1000. It has to start with believers.

Here are some examples.

- Dressing up for the premier of a new Batman movie.
- Period Parties - coming back strong!
- Back to school shopping
- Frosh week
- Old school tupperware parties
- Food rituals around the Holiday's and Thanksgiving

How about everyday and weekly rituals?

- Drinking your morning brew. Is it Starbucks, Timmy's?
- Commuting to work. Esso? Shell?
- Are you showering using Dove or Khiels?

Help Kids Help Phone

I haven't tried to raise money since I was a kid selling chocolate almonds.

Yes, for a few years, I volunteered at Human Rights Watch - but that was more to raise awareness of human rights violations here in Canada and around the world...not to necessarily raise money.

So in comes BMO's boo-la-thon in support of Kids Help Phone (NOTE: I do work for BMO Financial Group).

I have to admit, that the main reason why I volunteered to take part was because I like to dress up for Halloween and this was just another chance.

But, as I read into the service more and spoke with friends and family - I realized that quite a few people I know have used this service and it meant a lot to them to have someone to speak with.

And then I remembered what it was like to be a kid and how lucky I was/am to have a great support group and still do...I can't even image what I would do without my friends and family.

What would I do? Where would I turn to for help?

Kids Help Phone is just that service kids can turn to when they are in trouble - online or offline.

If you can, I would greatly appreciate it if you can pledge me in support of Kids Help Phone.

AND, if you are on Facebook, join our group and help spread the cause.

PS. I sure am bowling as Cat Woman!

What should my UFC name be?

Matt Serra Vs. Georges St.Pierre - UFC 69
Originally uploaded by serrabjj

I bet you didn't know I watch UFC.

I do and I love it - in all its bloody octagon glory.

I was watching it the other night and realized that most, if not all fighters have nicknames.

- My Favourite - Georges St. Pierre is RUSH or GSP
- Tito Ortiz is Huntington Beach Bad Boy
- Randy Couture is The Natural

hm. What would mine be?

What do my actions, words and surroundings say about me?

Bevie Wednesday: Gramercy's Lemonade

Gramercy Tavern - window
Originally uploaded by yiuy

I am craving the tart and tangy lemonade I had at Gramercy Tavery in NYC this past weekend.

Considered one of the city's best lemonade's - this is definitely a taste I won't soon forget and hope to experience soon again.

So...what does lemonade have to do with online marketing?

A lot actually.

Like most foodies I know, before I go to a restaurant I do some quick google searches. I don't necessarily go into too much research as I don't want others to sway my opinions prior to going in. But, I do like to see how well it was rated.

Gramercy Tavery is one I always wanted to go to, so I did very little except for an online resy.

So, after such a great experience - I was back to the foodie boards and searches for recipes and insight into the workings of the restaurant.

This is key you see. A great experience = great feedback = wonderful conversations. Offline - but online.

You see, in a place like NYC where there are a zillion fantastic resto's to choose from and it being a touristy hotspot - conversations matter. Reviews matter to those whose time is limited and a good experience is key.

People talk...about food especially. Because heck, the majority of us like to eat.

Sound obvious? Probably.

But apply this to other examples, other resto's and quite possibly other services and it is not so obvious...

PS. Gramercy knows customer service. They provided us with delicious apply crumble muffins to continue our great experience the next morning...yum!

Busy tone at Nobu = frustration

We are off to the big apple this weekend for JR and Jenny's wedding. So, since we are already in the city, we thought why not check out a few resto's while we are in town.

I have been to NYC several times and have eaten at some amazing places, but this time 'round, I wanted to go to Nobu New York. Although not the most famous of Nobu properties (London is the one that gets all the hype) - I have already been to Nobu Next Door and loved it...so wanted to try something new.

A lot of restaurants still don't take online reservations and Nobu is one of them. Their website says they don't take resys by email or fax either. So at 10:00 (when they start taking reservations, I start to dial...busy...again...Busy...again...BUSY!

I think I tried about 10 times before I decided to email them to make sure the number was correct. In a matter of 10 minutes, I got an email back stating yes, indeed it was the correct number and that they experience a high volume so keep on trying.

And I did...another 10 times or so before I gave up.

Why so frustrated?

- In the age of online resys - I was able to make a reservation on Open Table for Gramercy Tavern within minutes. They are also a premiere restaurant.

- Nobu restaurants are found all over the world - I am surprised they don't have a centralized call centre or at the very least, an answering service.

Film Friday: TIFF 2008

It is about that time of year. Back to school, subway packed, frosh week...and TIFF.

I have posted about the festival in the past since I used to work on publicity...but as an outsider this year, and as Film Friday post, I will review TIFF's online presence.

Website: The website is fine. With a target audience ranging from pure cinema lovers, sales people, publicists and well...the talent, the site has to provide all the information that their range of audience needs. And it is all there. But that is it.

The problem though is navigation. Unless you really know the festival and/or the site, it is hard to find the information you are looking for. If you are browsing, it is extremely easy to get lost.

Blogs: The site does have over a handful of interesting blogs with decent content, but again, it is very hard to navigate. You have to continuously 'click' to read more of the post toggling between blogs is onerous.

One main feature they failed to implement quite easily are RSS feeds for their blogs. Yes, they have them other key areas...but not for their rich content. :Z

Star Gazing: A big part of the festival are its stars. There is nothing like being in Yorkville and seeing a famous movie star right in your backyard. So, how about engaging the community and having them send in their celebrity photos. Heck, in the age of camera/PDA phones, this is a free be.

I guess a main reason is because they have the Holt Renfrew Gallery - but one photo a day seems worthless particularily since the photos picked are the same ones we see on the front page of the papers anyway. Come on! You run the festival, give us regular folk an inside look.

Pump up the volume: One item I do like this year is TIFF's use of Y&D square for music and special events. This expands the festival beyond Yorkville and Scotia Theatre. However, nothing is really being done online as an outreach to the public to get them out to these events.

TIFF related, but not TIFF owned:

Facebook Application - now this makes sense. An application that allows you to organize with your friends the movies you are going to watch.

Bevie Wednesday: Bombay Sapphire

Bevie Wednesday's is the real deal. It all started last year when a bunch of pals and I wanted, yet another, 'established' drinking night.

You see - Thursday's in the T-dot is the known bevie night, Friday's is a little more lax since the working folk are typically tired from the week - but the 9ish bevie is doable. Saturday is all-day bevie day and Sunday...well Sunday is afternoon bevies (afterall, you have to work in the morning).

So where is this going...bevies...online marketing...a post?

I have already designated Friday's for Film...so to keep with the true bevie night, I will focus my posts on Wednesday's on...well...bevies.

So to start things off right. And just like starting a night out right...I will have...oops, I mean write about Gin (yup, I love me some G&T's).

Bombay Sapphire.

Branded Content: I really liked what the site has to offer. From recipes to their advertising to their design competitions - there is a lot of interesting reading that is true to what their brand represents. The videos are great and the ambassador speaking in it stays true to their high-end voice.

Look & Feel: I didn't care for much for how the site looked. Yes, Bombay is all about the blue - but there is just way too much blue for my eyes. It made it difficult to read the content and became distracting when viewing the design work.

Social: The site offered some social features like sharing the page to facebook, delicious, email and digg...but nothing more community focused like, sharing your favourite recipe or your blue design.

Search: A quick google search on gin and tonic doesn't turn up Bombay Sapphire on the first page. Since this is the drink that put them on the bevie map...you would think?

PS. Bevie Wednesday's are in full effect. So, interested in a bevie and it happens to be Wednesday...drop me a line.