(for Mad Rabbit Marketing :: MadRabbitStudio.com)
Mad Rabbit Salutes Magician Marketers
A brief love letter to marketers: you’re amazing. Let’s count the ways. Here are 4 things (of at least a million) that make marketers remarkable:
1. You are Exceptionally Creative
Modern marketers are superb storytellers. The most successful ones know that the way to a customer’s heart is through emotionally captivating stories. Not unlike transforming water into wine, marketers weave bland descriptions and boring facts into enchanting narratives to sell their products and services.
Consider the success of Coca Cola’s polar bear marketing campaign. The company first adopted the polar bear as a mascot in the 1920’s. Ads back then were little more than a cute, smiling bear in a red scarf. That image has evolved into stories shared with audiences annually around the holiday season. Banner ad GIFs and television commercials feature adorable polar bears playing with even cuter puppies, seals and penguins. Our heroes meet Santa Claus, play in the snow, slip on the Arctic ice, and their mischievous curiosity gets them into a little trouble. At the end of the commercial they reunite as a family with their new friends, watch the aurora borealis, and smile as they sip their Cokes. Coke makes their product appear to be some magical concoction that starts friendships, bonds families, and just plain makes you feel better! How amazing it’s that a simple sixty-second commercial can cause such sentiment!
Marketers, you are a creative bunch. If you were any more creative you’d be a three-headed hybrid of Jimmy Fallon, JK Rowling, and Mozart.
2. You are Awesome at Adapting to New Technology
It takes a lot of effort to keep up with new technology trends. As social media evolves and your customers bounce from one site to another, you follow after them – and sometimes beat them there by anticipating the next trend! You respond quickly to new opportunities to get your brand out there. That requires rapid adjustments!
Surveys conducted by LinkedIn conclude that mobile marketing is the most important tool right now. It is also the least used! Awesome are the marketers who do their research and adapt to trends like mobile advertising! In a survival-of-the-fittest industry, you learn from your customers’ actions and your competitors’ mistakes to plan your next move. You evolve!
If you were any better at evolving, Darwin would be debunked!
3. You are Profoundly Powerful at Influencing People
Marketers, not only are you good at making and sustaining relationships with people, you know how to influence them as well. Your B2B (business to business) interactions generate new leads – not just in quantity, but in quality. You measure satisfaction, retention, and lifetime value with your B2C (business to customer) connections. You know that the best way to influence a customer is to simultaneously appeal to their values and make them feel like they are special!
Dove’s marketing campaigns taught you this lesson. Originally their advertisements were focused on the importance of outward, physical beauty, but in recent years it flip-flopped to valuing the flawed over the flawless with its Campaign for Real Beauty. Its goal of “building positive self-esteem and inspiriting women to reach their full potential” has helped its parent company, Unilever, earn over a billion euros annually.
We salute you, you magical marketers, because if you were any more influential you’d be accused of witchcraft and burned at the stake!
4. You are Awesome at Analytical Thinking
Marketers have to sift through a lot of data to discover which methods are working and which are not. That means finding patterns in consumer behaviors. Purchase history, link clicks, search engine requests, all varieties of numbers result in a picture of the customer. Aligning a marketing campaign with who a consumer is as a person is a mystery to the rest of us mere mortals. You manage to see a heart and soul beyond the numbers.
Marketers, if you were any better at solving mysteries you’d be a Sherlock Holmes with a crystal ball.
Marketers, Mad Rabbit Salutes You!
Hats off to you, you amazing marketers. Glasses of wine are raised in your honor. The fattest calf would be sacrificed on an altar if we still did that sort of thing. You’re creative, influential, intelligent, multitaskers – all at the same time. The only thing more amazing than one marketer is two! If you were anymore magical you’d be pulling a (mad) rabbit out of your hat!
(for IAITAM.org :: Online Article)
IT Asset Management in NatureIT
Asset Management professionals acquire, manage, and dispose of hardware and software assets. A few necessary tools are disposal processes, vendor management, software patches, and recycling. Something else utilizes those same tools in its own way. Nature itself has assets to manage. Versions of SAM and HAM exist beyond the walls of an organization.
Nature subsists and envelops us; it is us. It is a pumpkin seed, a rhino, and the aurora borealis. It is the atom and the Milky Way. To some Nature may seem chaotic, as if a stirred pot of molecules resulted in manatees, fungi, and spiders by luck. To others Nature is a fragile and complex system of intent to grow, to reproduce, and to survive. Seeds depend on gravity to know which direction to grow. Newly hatched loggerhead turtles depend on moonlight to find the ocean. Tadpoles depend on algae for food. Gravity, moonlight, and algae are assets, and Nature manages to keep them available and capable of their jobs.
Disposal: Forest Fires
Trees are an asset. Organisms depend on plants for oxygen. A forest fire, when naturally started by lightning, is the ultimate disposal tool. Overgrowth, where there are too many trees and not enough nutrients or space, endangers the forest’s health. Along comes a fire that gets rid of debris such as fallen limbs, suffocating fungi, overgrown grasses, and the weakest trees. The health of the forest depends on the removal of outdated plant assets, just as the health of an organization depends on the proper disposal of obsolete assets.
Vendor Management: Survival of the Fittest
IT Asset Managers must find the best vendor from which to acquire assets. They want the best product with the greatest value for the best price. Therefore, the fittest vendors get the sale.
Software Patches: White Blood Cells
All organisms face some sort of threat. Even living things considered to be at the top of the food chain still succumb to one of the smallest entities: germs. When germs enter a body, proverbial alarms go off and white blood cells are generated to destroy the germs. Patch and fix software is not unlike the white blood cell. IT Asset Managers notice the alarms that there is a vulnerability and they make sure that the patch gets installed. White blood cells save the asset from natural viruses while software patches save their assets from artificial viruses.
Recycling: The Octopus and the Coconut
Nature recycles. One underwater shutterbug following a small octopus witnessed it using a hollow coconut shell as a defense mechanism. It carried the shell between its tentacles and when the diver got too close it folded up inside it. Coconuts are a valuable resource for scared cephalopods, one that can be recycled not unlike a valuable laptop.
Human beings are not the only ones with processes, procedures and policies. There are processes that protect pufferfish from tiger sharks. There are procedures that keep beehives productive. African buffalos rely on voting policies to determine which direction the herd will go. Nature appears to mirror IT Asset Management—or perhaps IT Asset Management unknowingly mimics nature. Either way the reality is that disposal, vendor management, software patches, and recycling are critical aspects of ITAM both inside the walls and out.
Nature mirrors ITAM, but it also has something to teach. IT Asset Management professionals must always work together as a team. Nature teaches this lesson in the form of cockroaches that cooperate instead of compete for the nearest shelter. Ravens help wolves find prey. Badgers and coyotes team up to kill burrowing creatures like prairie dogs and squirrels. Dogs can warn humans of oncoming seizures. Work together as a team, and your ITAM program will be a success.
 Benefits of Fire, California government staff, https://www.fire.ca.gov/communications/downloads/fact_sheets/TheBenefitsofFire.pdf
 How Your Immune System Fights Infection, WebMD Staff, 10 Oct. 2017, https://www.webmd.com/cold-and-flu/immune-system-fight-infection#2
Imagine something with me:
Imagine that your son’s favorite thing to do is play games with his virtual reality headset with Leap Motion controllers. He spends so much time playing his VR games that you start to wonder if he’ll ever read a book again, or learn a second language, or get back into baseball, or learn to play a musical instrument!
Imagine that, one day, Junior comes home and says that he wants to learn how to play the piano. You’re relieved! Sure, you’re happy that he enjoys the virtual reality games (and you’re a little jealous – how could you not be – virtual reality is so cool!), but you’re pleased to see that he has some other interests. You imagine Junior practicing his scales and chords every evening after supper. You imagine him entertaining the family with piano tunes on holidays! You imagine him playing Beethoven or Mozart or Philip Glass with a symphony orchestra in a concert hall in front of thousands of applauding fans!
You imagine giving Junior a high five. Come on now, imagine it. He deserves a high five!
But then – imagine this with me – you remember that you don’t actually own a piano! You look around your living space and realize that, even if you had a piano, there would be nowhere to put it! And then you do the math. You multiply the cost of one hour of instruction from a piano teacher by the number of hours of practice it would take to get Junior to that concert hall. He certainly won’t make it there if all he can play is ‘Mary Had a Little Lamb’ and ‘Twinkle, Twinkle, Little Star’!
You sigh. Imagine yourself putting a hand on Junior’s shoulder. You summon up your best apologetic look and say, “Sorry, Junior, but to learn to play the piano you need a piano, and a teacher!”
“No problem,” Junior chuckles. And then, gesturing to his virtual reality headset, his motion controllers, his laptop, and his speakers, he says, “I have a piano and a teacher right here!”
Welcome to the future of holographic musical instruments!
Introducing Ultra-Haptic Hands! Technology that lets you see and feel!
As much as it tries to be “real,” and even with all of the technological advances in recent years, virtual reality is still a far cry from “reality.” You can see three dimensional objects through VR headsets like the Microsoft HoloLens or the Oculus Rift, but sight is only one of five senses!
Seeing something in 3D is “haptic” technology.” With “ultra-haptic” technology, that object can also be felt! There’s a literal tactile sensation! Thanks to this technology, we’re one step closer to having the Holodeck from Star Trek! The sense that you’re touching something is caused by speakers that emit focused sound waves. Those sound waves can make shapes: circles, squares, triangles, and – now – the shape of a human hand!
Despite what you see in Hollywood movies, you don’t need to wear special gloves in order for the sensors to pick up your hands and fingers. In fact, other than the speakers, all you need your laptop running Windows 10 and the Ultra-Haptics software, the Leap Motion controllers, and a VR headset!
You know what it feels like to slide your hand into a winter glove or into an oven mitt! Now imagine that the glove or mitt is invisible, and instead of feeling fabric you feel a subtle pressure. That pressure is a vibration caused by the sound waves emanating from the speakers!
Now, any child who learned how to play the piano probably had a teacher who, when she got frustrated, physically moved their fingers. The instructor would literally place her hands over the student’s, pressing finger down on finger, and on down to the ivory key. Imagine that instead of a human finger pressing down on yours, you feel a vibrating pressure telling you to press down on the piano key. Imagine that happening on every finger, in a particular rhythm, at a particular tempo. Imagine that happening in a loop, over and over until you have it memorized! When set up over a piano (or one seen through a virtual reality headset), and aligned with a MIDI file or a MP3, Ultra-Haptic Hands will teach you how to play a song!
After enough practice time, once the muscle memory is flexed and fine-tuned, eventually your fingers and hands won’t have to be guided by the Ultra-Haptic hands anymore. You’ll have learned enough to be able to play your piano alone!
You don’t need to own a piano to play one! You don’t need to hire an instructor to be taught! With the headset, controllers, and speakers, you can play the piano anywhere and anytime you want!
Does your “Junior” want to learn to play Beethoven? Do you want to learn how to play the piano, but don’t have room in your house for a Yamaha or a Steinway? Do you have a tech savvy spouse who would be a great musician if they only had the chance? Do you have a child who could transform his or her love for gaming in virtual reality into using it as a learning platform for musical performance? Do you want to play the piano in midair (who doesn’t?)?
For more information, contact us at xxx, sign up for our email list at xxx, or click here xxx to purchase your own!
(Web content for a writing advice website)
Is Your Story Stuck? Use the Shock & Clock Method to Get It Moving!
Move Your Plot Forward with the Shock & Clock Method
3 Signs That Your Story is Stuck in Quicksand
1. The past three pages are just dialogue.
2. You’re already dreading the editing process and the first draft isn’t even done yet.
3. You can point at the precise moment when your future readers will put the book down and wonder what’s on Hulu.
What writer’s work hasn’t gotten stuck at some point? Character arcs plateau, plots go stale, and momentum burns out. What’s a writer to do? What’s a writer to do when she’s bored with her own story?
Your story is salvageable! It’s stuck in a little mud, not entombed in a black hole. Use the Shock & Clock method to get that plot moving forward! Use it to come up with that next big idea!
Make something shocking happen! (Kindly notice that I typed “make” here. If your story is stuck, the plot probably isn’t flowing organically from the Muses. Those chicks take lots of naps.) The “shocking” thing doesn’t have to be struck-by-lightning “big,” but it should be unexpected. If your character is walking down a street, make him trip. If your character is only seven months pregnant, send her into labor. Land an alien spaceship at the farmer’s market! Set something on fire!
Write a shock that gets your characters moving—preferably running. It doesn’t matter if they’re running towards someone or something, or away from someone or something. What matters is that they’re moving!
Start the clock. A ticking clock will get both you and your characters brainstorming. Again, it doesn’t have to be a “big” clock like a time bomb, but make sure it’s unavoidable. Think about all of the stories that use time as an obstacle! Many stories would’ve gone stale without a countdown:
Cinderella would’ve kept partying until long after midnight, and that would’ve been the end of the story! The men, elves, dwarves, and Hobbits at the Council of Elrond would’ve bickered for eternity without an imminent threat! The rebels were motivated to destroy the Death Star, sure, but they sure hurried up when it was nearing firing range!
It was Kurt Vonnegut who famously said that every character should want something, even if it’s just a glass of water. http://www.aerogrammestudio.com/2014/04/01/how-to-write-a-short-story-advice-from-kurt-vonnegut If the shock-clock-run method doesn’t work for you, send your character to the fridge!
Does your own writing ever bore you? What do you do when your story loses its momentum? Share your tips!
How to Ace the ACE:
Or, How to Get the Most Out of the Conference
It’s coming! The IAITAM Annual Conference and Exhibition starts in a week! We hope you’ve packed your business cards, your breath mints and your smile! IAITAM wants this event to be unforgettable, so we’ve assembled some expert advice about how to get the most out of a conference.
Here’s how to ace the ACE:
After you change your voicemail message and set up your out-of-office auto reply email, there are two tasks: review and plan. Do your homework! Review the agenda. Review the locations. Review the sessions. Check out ace2018.iaitam.org for the full schedule and memorize it. (Ok, not literally.)
Then, plan ahead! Plan because it will be impossible to do everything! Plan because you don’t want to scramble around at the last minute. Decide beforehand which sessions are the best to attend. You don’t want to go to a session about hardware asset management when you really need to learn about software asset management. Think about what you want to accomplish and set goals. Focus on realistic expectations.
And don’t forget to walk around the hotel and familiarize yourself with the conference space. You’ll be glad you did when you need to locate a bathroom!
Build great connections—relationships, not just acquaintance-ships. Start by attending the fun at the kickoff networking event from 6-9pm on May 7th! Connect especially with the speakers since they’re ITAM experts worth knowing. And don’t forget the keynotes: Andy Andrews, Jimmy Yeary and CJ Ortega!
If you’re going with a group then take this opportunity to get to know your office friends better. Relax and talk about something other than work! Just remember that you will see those people every day, so put them on the backburner sometimes so that you can focus on establishing new relationships. Check out our blog post, “How to ‘Be’ Networking” to brush up on your skills!
Take notes during the sessions, but resist the temptation to write down everything. Focus on the key points. Focus on what your organization needs most. Focus on what you can take home and remember that the presentations will be available on our website, ace2018.iaitam.org, a week later for you to review. Remember to speak up first during the questions and answers segment of the sessions (additional Q&A advice can be found on our blog post, http://ace2018.iaitam.org/ace-ace-qas/).
Pro tip: The first thing you should do when someone hands you their business card is write something memorable about that person on the back. For instance, if a woman already made it over to Disney World, which you can tell by her new Mickey Mouse ears necklace (check out our blog post, “10 Places to Visit Within 15 Minutes of ACE”), you might want to note that on her card. That will help you remember the face later.
Extra tips: introduce yourself, leave the office behind (ignore that inbox), interact via social media (use the hashtag #IAITAMACE), never eat alone (socialize!), wear layers and sturdy shoes, take pictures, practice self-care and don’t be afraid to sit in the front row!
After you decompress and get back into the swing of things at work, there are three things you might want to do:
-Send and respond to LinkedIn requests from the contacts you made.
-Tell your supervisor how the trip went.
-Share your experience at the next staff meeting.
Conferences are a significant investment of both time and money. Follow this advice about to get the most out of the IAITAM Annual Conference and Exhibition before, during and after! Ace the ACE!
1. 10 Ways to Make the Most Out of a Conference, The Muse https://www.themuse.com/advice/10-ways-to-make-the-most-out-of-a-conference
2. How to Get the Most Out of a Conference, Harvard Business Review
3. 14 Helpful Tips for Getting the Most Out of a Conference, HubSpot
4. Networking Ninja: 4 Tips for Getting the Most Out of a Conference, Business.com
5. How to Get the Most Out of a Conference, Inc.
6. 34 Ways to Get the Most From a Conference, Orbit Media
7. The Essential Checklist for Attending Conferences This Year, Entrepreneur
Social Media Promotion:
1. How to Get the Most Out of the #IAITAMACE <LINK>
2. #IAITAMACE : How to get the most out of the conference and exhibition <LINK>
3. #IAITAM’s newest blog post: How to Ace the ACE #IAITAMACE <LINK>