Reaching the $6,000 Runner through Social Media

$6,000+.  That's the approximate amount of money that each runner who travels to a destination marathon event contributes to the local economy (New York Marathon, $340 Million;   Boston Marathon, $176 Million;  London Marathon, $163 Million).  And this trend will continue to grow driven by two things:

1. Growing interest and participation from Female runners who now make up nearly 50% participants at most Marathon Events.  In the USA, Black Girls Run (BGR) is a prominent group of female runners who train and travel to races. 
2. Increased interest in and growth of the Half Marathon event.  (The Half Marathon's Amazing Growth)

Running and Marathon Events that combine full Marathons, Half Marathons and 10K/5K events are driving Sports Tourism globally and are applying Social Media Marketing to increase effectiveness and increase participation.  Runners participating in these destination Running Events love sharing their experiences On Instagram, Facebook and Twitter (the main Social Media platforms).  And it's their 'total experience' that they share:  A great vacation in an appealing destination combined with their race event experience.

How do you get Social Media Marketing working for a Sports Tourism event?  Here are three key things from my experience at Reggae Marathon:

1. Runner experience at the event.  While the location may be a vacation destination, runners are there to run.  Their race experience must be top-notch.  They will be comparing it to other events;  they will talk about it on Social Media.  A positive experience is a key plank of a Social Media Marketing Plan.  For example, at Reggae Marathon a running event I've been going to for a number of years now, the race runs flawlessly:  registration, kit pick up, starts on time, frequent aid stations, chip timing, post race re-hydration and recovery area...these matter.
2. Destination Attractions.  It is a vacation as well so the hotel properties should provide a great vacation experience.  Local attractions that will enhance the overall vacation experience. Again, at Reggae Marathon the 7 miles of white sand beach set the stage for a great beach vacation.  Tours to watch the sunset, local waterfall attraction and Rum producer top off the experience.
3. Sharing the Experience.  Like other tourists and event participants, Runners love Selfies! And they love to share.  Instagram, Twitter and Facebook are currently the Big Three in Social Media marketing.  At Reggae Marathon, the specific hashtag (#reggaemarathon) identifies and tracks all user generated photos, updates, videos across all three simultaneously.  

Mobility is baked into this Social Media Marketing ecosystem wit Smartphones being used to search and research Destinations at the decision making stage.  At the event, Runners use their Smartphones tocapture, record, share and comment on their experience.  While this isn't unique for Runners at Marathon Events, Mobile will play an even more important part in Marketing these events in Social Media for one significant reason:  Runners like to talk about their performance and results and Apps like MapMyRun showing real-time results will become even more important in the social media mix. One prediction for 2015 and beyond that's a reasonably sure bet:  Mobile will become increasingly important to Sports Tourism Social Media Marketing as Cities, Destinations and Race Organizers continue to chase the $6,000 Runner.

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

My Year in Running: 2014 Blog Favourites

I had a challenging year running in 2014.  It started on a low note with another foot injury but finished on a high with a nice 10K run at Reggae Marathon.

In an ill-advised attempt to speed up, I re-injured my right foot early in 2014 and had to use my walking cast again.  Winter running in Toronto was also cold. Frigid actually with lots of talk about the Polar Vortex.  Things improved as Spring came and the fabulous running trails that criss-cross Toronto opened up again. And I was back to a good running pace in my first race of the year, a downhill 10K.  Running in 2014 ended on a high note with Reggae Marathon.  I posted a better time than in 2013 and even had enough for an all out sprint at the end.  A challenging year at the start but with a nice finish.  I'm definitely looking forward to 2015.  Here are some of the highlights from 2014:

Running in the Polar Vortex:  Running is supposed to be simple.  T Shirt, shorts, running shoes. Running in the winter means adding layers...running in super frigid temperatures means head to toe coverage.  Here's how I dealt with running during the Polar Vortex 

We runners in Toronto are blessed with some fabulous running trails.  From the Don Valley (and connecting trails in the east) to the Waterfront Trail along Lake Ontario to mh favourite close to home, the Humber River, we have tremendous choices to stay off the roads.  Here are some of the top trails in Toronto:  Running the Trails in Toronto  

After the second foot injury, I was pretty dejected. I almost stopped running altogether at that point.  Thankfully though I re-discovered the 10K race distance that I had enjoyed so much back in my mid-30's.  I did two 10K's in 2014 starting with the Sporting Life 10K in the Spring in which I ran with two of my sons, Court and Andrew. Loved it!  Sporting Life 10K 



Here's how I truly feel about running:   Cucurri Ergo Sun:  I run therefore I am.

Until next time...
ThatRunninGuy

Let the sun shine

15days!  That's how long it was without sunshine in Toronto.  I didn't like it one bit!

Yes I run in the pre-dawn hours so I don't see the sun when I start out on my morning runs.  I look forward to seeing the sunrise though.  That has gone missing these past few weeks with fog, rain and snow.  As I finished my runs I could only look forward to the darkness morphing into grey.

The snow was sympathetic changing into a black slop that mirrored the sky above.  People on the street and drivers in their vehicles stopped smiling.  Commuters pulled their toques down and pushed their collars up in a bid to hide from the dullness.  It was not beginning to look a lot like Christmas!

"Let the sun shine in!" we cried.

Then without warning a strange sight rose over the horizon from the east one morning.  Thankfully I'm am early riser and witnessed it first hand while out running:  A bright yellow glow signaled that the sun was back!  Hallelujah!  Break out the sunglasses...put away the Vitamin D.

S.A.D...Seasonally Adjusted Depression...was over for after just one sight of the sunrise I enjoyed my run that morning.  It re-filled my memory banks. I'm running again with a smile.

Until next time...
ThatRunninGuy

Tourism Marketing driven by Digital

BD:  'Before Digital', planning a vacation trip involved a visit to a Travel Agent's Office.  You picked up travel brochures for various destinations you were interested in.  Once home you poured over brochures featuring pretty pictures and destination/property details.  You sweated the fine print to minimize the later surprises once the 'add-on' costs were added to the displayed price.  If fortunate, you talked to friends and work colleagues to hear what they had to say about their experience in the destination you wanted to go.  Third-party endorsements have always had a big impact on selection a vacation destination.  To book the trip, you called the Travel Agent and gave them your credit card number.

Fast forward:  Destinations selected, trips booked and paid for online with airlines, hotels and tour companies. This chart shows this reality:

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Wakey, wakey...time to get Running

I had a heck of a time getting motivated to go running last weekend.  It may have had something to do with the weather...we had a big snow dump in Toronto and the sidewalks and streets were sloppy. A Reggae Marathon hangover also could have contributed.  The bottom line was that until I went to my trusty source of running motivation and inspiration, Gibson's Daily Run Quotes I wasn't going running.   The first two reminded me of why I keep running;  the third one got me out the door

"Don't try to rush progress. Remember– a step forward, no matter how small, is a step in the right direction. Keep believing."

-Kara Goucher, two-time Olympian & elite marathoner

"Track and field is unique also in that you can be a 'winner' every time you compete. Not everyone wins the race, but you can improve your performance each time you perform, and when the timer's stopwatch shows you've run faster than ever before you're a 'winner' regardless of what position you finished in the race. This is a little victory. A succession of little victories is what builds a champion.

I know that every athlete I coach is not a world-class champion, but every athlete can demonstrate the 'right stuff,' that is, the character traits and training attitudes that lead to consistent improvement. If you are disciplined, if you show determination, if you persevere, if you're willing to go that extra mile—to try again—you will become the track-and-field athlete you want to be. And nothing beats getting where you want to go—regardless of how fast you got there."
-Jason-Lamont Jackson, Assistant Coach of Women's Track and Field at Seton Hall University

"You don't have to finish a marathon to be a runner. There are lots of great runners who never run 26.2 miles. A runner is someone who runs; it's that simple—and that grand. Be that someone. Be yourself. Be your own runner, whether the challenge is four times around the junior high school track or qualifying and running in the Boston Marathon."
-Amby Burfoot, Runner's World Complete Book of Running

These and other motivational and inspirational running quotes can be found on their Facebook page, Gibson's Daily Running Quotes.  

Until next time...

ThatRunninGuy

Trends in the Marketing Mix

Digital Marketing encompasses eMail, Social Media, Content and SEO.  Here are some trends Brands are incorporating into their marketing mix:

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Guide to Runners Christmas Presents

As a runner I prefer to buy my own running gear so I get excited about running store Gift Certificates (Hint, hint :)).  Specifically I'll be looking for a second pair of running shoes to alternate with my current pair.  Something I can beat up over the winter months.  I may also look out for another pair of long running tights if I see something on sale at our local outlet running sale. Other than that though I have everything I need.  However in the interest of helping my fellow runners I've put this list together of 10 gift items that every runner would be pleased to receive this Christmas:

1. Timex Ironman Running Watch.  The 'Big Face' one.  My first Timex running watch really took a licking...over 20 years worth and only got 'retired' last year when I got a very nice new Timex.
2. Running Toque.  A runner in northern winter climates can never have enough running toques. Fleece ones in solid black please...Black is the Old/New Black!  It goes with everything.
3. Running Shell.  I prefer solid colours and with lots of 360 degree reflection since I mostly run pre-dawn and need maximum visibility.
4. Running socks.  Again, a runner can't have enough pairs.  I prefer low cut running socks that come up to my ankles but this is a personal preference.
5. Road ID.  This should be top-of-the list for all runners.  I don't carry ID when I go running. Dumb!  Maybe I'll get Road ID before Christmas...
6. Water bottle belt.  I especially like the ones with the holders for smaller bottles.  On longer runs I used to use a Camelback system but that is truly overkill for my shorter runs now.
7. Gift Certificates to a Running Store.  Oh, did I mention that already...can't go wrong here.
8. Paid up Race Registration.  This one involves your spouse of course but if I received a paid registration for a 2015 race I'm eager to run in well that would be special.
9. Running Magazine subscription.  Getting a running magazine monthly is a look-forward-to gift.  There are some fine Canadian running magazines and the big ones from the US to choose from.  But act now...
10. Drying rack.  Something compact and designed specifically for running.  With lots or space to lay out my wet gear versus just hanging.  Preferably in a non-rust metal and definitely NOT wood.  

That should make shopping for your runner simple this Christmas.  You can thank me later.

Until next time...

ThatRunninGuy

4 Search Marketing Mistakes

In a conversation with a Business Owner recently we got talking about her mistakes in Digital Marketing, Social Media Marketing in particular.  Her business used Paid Search and she optimized her web site constantly...she was pleased with site traffic and the quality of the leads generated.  Here are her tips on mistakes to avoid when marketing online:

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Chris M Morales
MarCommTO

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

10K: The Perfect Race Distance

The running world has gone crazy over the past years over running longer and longer distances. Above 42.2 K, these are called 'Ultras'.  Regularly now you can read about races at a number of extreme distances:  50K, 50 Miles, 100K!

For a lot of these runners...myself included...the book, 'Born to Run' introduced us to extreme running with the legendary Cabalo Blanco and the Tarahumara Indians of the Copper Canyon's of Mexico. These runners could run all day through torturous terrain wearing basically leather thong sandals and eating very, very little.  Much was made of the 'Midfoot Running Style' which went against the 'Heel Strike' that most of us runners followed.

But I digress...

Ultra Runners are CRAZY!  And they are ruining running!! I have no difficulty explaining to Sally that I'm going out for a run.  She figures on about an hour (about 10K for me at a relaxed pace) and that I'll be fairly close to home should I get in trouble.  Heck, she even understands the Half Marathon...a couple of hours or so.  She gets more concerned and less interested in the Marathon. She came along to Reggae Marathon when I ran my one and only Full Marathon, and for that I'll be forever grateful but it was an equally grueling experience for her baking in the sun waiting for me to finish.  Ultras?  Not a topic of discussion in our home!

And that's the challenge:  It's relatively easy to talk to a non-runner about running up to about an hour, the 10K.  Beyond that their attention span fades and their eyes glaze over.  That dis-interest grows exponentially the longer the distance and ventures into hostile territory.

So I say, "Stop the Madness!"  Bring backthe 10K.  Let's get back to civilized running.  A great 10K? Reggae Marathon 10K...now that is both the perfect race distance and warm location!

Long live the 10K!

Until next time...
ThatRunninGuy

The History of Social Media

First it was the Guttenberg Printing Press then the Internet now Social Media...People love to communicate! And when it comes to innovations in how we communicate, Social Media has certainly changed the world!:  One-to-one communication on steroids.  Here is an informative time-line showing the history of social media:

Chris M. Morales

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chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Who was that Masked Runner?

At 5:30 am in the morning hearing this Masked Runner pounding up behind you could be a little disconcerting.  Fortunately I rarely see any non-runners out on super-cold winter mornings at that hour.

I knew winter was coming.  And especially the frigid 'well-below-freezing' wind chills. But I still wasn't ready for the arctic blast that hit Toronto last week.  One day clear conditions with temperatures hovering around freezing, the next day a couple of inches of snow but absolutely bone chilling minus double digit temperatures.  It was definitely time to break out the deep winter running gear...and add 10 minutes to my run just to get ready.  Dressing for cold weather running is certainly a chore and having a place to hang the sweaty post-race gear is a major challenge in our apartment.  Just ask Sally!  Here's my routine (non-runners stop reading now):

• I start with socks from my downhill skiing days.  They are fairly thin but provide superior warmth and comfort.  Plus they cover my ankles completely which really matters running though deep snow.
• Next up is my base layer.  I'm particularly fond of the Kombi poly base layer top and bottom. Really thin, super comfortable and un-restrictive leg movements.  
• I've always liked running in tights so for the winter I have a full-length winter-weight tight. Around freezing I can wear them by themselves but around -10 degrees Celsius I pull them on over the base layer.  
• For my top, I have an old ski fleece top with a full zipper that goes over the base layer.  I like this because it is fitted.  Not much bulk to worry about. I top it off with a wind shell with lots or 360 reflection.
• On cold days I just wear a heavy poly toque but at the super frigid temps I have a full-head balaclava that goes on first.  Ahh...the Balaclava...the Masked Runner! Not particularly attractive but totally effective in keeping my head and neck protected from the wind.

So if I wanted to scare someone...just kidding!

Until next time...

ThatRunninGuy

World's Greatest Social Media Marketer

What's the secret to being a great Social Media Marketer?  Listening and being responsive top the list and so is being patient.  Here are the other 7 that make up the Top 10 qualities and skills of the World's Greatest Social Media Marketer:

Chris M. Morales

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chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

I'm all wet...

Once when someone asked my opinion and I answered even though I didn't know the answer, I was informed that "I was all wet".  Since then I've tried to keep my mouth shut when I don't know the answer to something.  Getting wet last week was something I did willingly at my local pool though...and I liked it!

Backing up a bit, let me explain why I was in the pool in the first place.  Nothing serious but I experienced a slight twinge in my right knee after a run early last week.  I iced it as soon as I returned home and applied the Voltarin after my shower.  But with Reggae Marathon only a couple of weeks away now and determined not to finish in Last Place in the Reggae Runners Challenge, I decided to hit the local pool for some Water Running to keep in running shape.

Ironic that the first sign I saw upon leaving the Change Room was this No Running sign since that was exactly what I intended to do in the deep end of the pool.  A couple of years ago when I had the broken foot I ran in the water to keep up conditioning in the leg muscles used for running. Swimming is good for overall tone along with Elipticals and Stationary Cycles but those don't work the same muscles.

There are two main benefits for getting all wet running in the pool:  First, there is absolutely no impact on the muscles.  I can push as hard as I want without causing any further injury. Plus the water provides great resistance so I have to work harder.  This leads to the second benefit: It's a harder, more intense workout mimicking Intervals.  

Like the runner in the photo above, wearing a flotation belt allows you to concentrate on running form that basically imitates regular running on land.  Yes it's a little boring...OK make that a lot boring...and swimmers give you a wide berth but it's a great way to stay in running shape while dealing with or recovering from a leg or foot injury.

Until next time...

ThatRunninGuy

Social Media Explained

On a business trip a few years ago I had the opportunity to ask a very knowledgeable Social Media expert this question:  "What is Social Media?".  His answer was revealing:  "Before Social Media, Corporations controlled media channels...what and how information was transmitted to people; Social Media removes that barrier and allows individuals to communicate unfiltered".  There is both good and bad in that of course but it has always been this way.

Recently I was asked the same question only this time in this context: "What is Social Media Marketing?" I answered with this illustration:

Here's a personal example of why I love Social Media.  Recently I had to re-set the 'Service Light' on my wife's car.  I Googled it first and found suggestions in various Forums.  None were effective. Then I found a Video on YouTube that showed exactly how to do it.  But here's the interesting and relevant part:  The video itself while it showed the procedure missed one key step.  That step was answered by someone who left a comment.  That's Social Media.

Chris Morales

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Sisyphus and the Art of Running Stairs

Like Sisyphus, running stairs is an exercise in repetition:  Run up, walk down, repeat.  Over and over. Until my quads quiver and my legs feel like jelly.  Ahh...the joys of running!

Sisyphus was the guy who had the unenviable and unending task of pushing a rock up a hill, having it roll down and having to push it back up again. This was punishment for him.  To the people in the nearby apartments who see me running repetitively up and down the stairs early mornings it must look like I too am being punished!

But although running stairs is punishing, I'm not Sisyphus, I'm not being punished.  There is method to my madness of running stairs but 'Shhh...don't tell anyone". You see, in the last two Reggae Runners Challenges (Half Marathon in Toronto a couple of years ago and last year at Reggae Marthon) I took the distinction of coming in last. In both events! And while I put on the 'Happy Face', I was not pleased.  It's been nagging at me all this time. This year at Reggae Marathon December 6 I'm determined to end this tradition. Watch out Dan, Larry, Navin, Deb and anyone else in the Reggae Runners Challenge!  I'm running stairs!!

So far I have managed to elude the foot injuries that previous experiences with running stairs caused: nasty flare-ups of Plantar Fasciitis.  I've had a little twinge in my right knee but a day or so of rest cures that.  The good news is that on my regular runs I'm running faster and more efficiently. I'm able to put in a quick burst of speed and recover quickly.  Nice.

So thanks Sisyphus for the inspiration to keep running stairs.  Last place will be history!

Until next time...
ThatRunninGuy

Content Marketing and Social Media

The current topic in Digital Marketing and Social Media Marketing in particular is Content. Creation, distribution, sharing;  Original and User-generated.  And while challenging to measure in terms of hard ROI, Content Marketing via Social Media is growing both in importance and effectiveness.  At the heart of Content Marketing is an 'old school' concept:  Word-of-Mouth!  Amplified many times over by effective use of Social Media.

For Brands and Marketers looking to maximize Content Marketing, three words are key:  "Create, Curate, Optimize".  Here's an Infographic that does a good job of showing how:

Chris Morales

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Some Running "Pick-me-ups"

I run for no reason at all.

I used to run to win.  Not to come in first...I am not an Elite.  I set goals:  Not last; Top Half Overall; Top 10 in my age group.  It was fun for a while and for a couple of years when I competed in Triathalons I expended a lot of energy setting, training and competing to hit those goals.  I knew I had gone too far though when one day after making a delicious Pasta meal I referred to the meal as 'Fuel'.  Sally was not impressed!  She is an excellent cook and the meal was spectacular.  So after 30 years I'm back to just running.


Even though I love running some mornings I'm challenged with getting out of my warm bed and heading out for a run. Especially when it's dark, cold and wet.  On those mornings I turn to motivation quotes for a pick-me-up.

I especially like this last one.

Until next time...
ThatRunninGuy

Rushing Water

As you know I like water.  From the sandy beaches in Jamaica where I grew up, to mountain lakes in Western Canada I visited with the kids to the mighty Humber River that rushes past our home where we live now.  It's all about moving water.

I run through very well developed residential and commercial areas.  It's not tough to find rivers and streams but it is a challenge to run alongside them.  This little gem of a creek quietly goes about it's business.  Just north of this location it passes through a golf course and just south it runs through heavily treed backyards...I envy those home owners who get to enjoy their own private creek.

At the spot I took this photograph, it runs under the major intersection of Islington Avenue and Dundas Street West.  If you're driving on Dundas Street you'll miss it for sure;  Southbound on Islington you may catch a glimpse.  While running though it's possible to slip off Islington Avenue and pick up a paved trail that runs along the creek for a hundred metres or so.  Lots of green along this short stretch that with the sound of the water over the rocks almost completely drowns out the road noise mere metres away.

It's not much but it is enough.  Especially buried deep within the City.  I try to run by this spot at least once a week.

Until next time...
ThatRunninGuy

I don't like Running Snobs

That's putting it too mildly.  "I hate Running Snobs". That feels better. Let me explain.

Last Saturday I spent the day at the Reggae Marathon and Jamaica Tourist Board booth at the Toronto Waterfront Marathon Expo.  I was there on behalf of Reggae Marathon to help promote the race and travel in general to Jamaica.  It was a pretty good way to spend a cold Saturday in Toronto:  Talking with runners about Jamaica and the special experience of running Reggae Marathon in December.  I got a few good pictures with runners and Reggae Marathon fans, a few of whom were not only excited about their race the next day but were also coming to Negril for Reggae Marathon December 6.  Lots of training and running stories.  I was having a good time until...

"Real runners don't race anything under Half Marathons" she harumphed when I noted that while I was a long-time runner,  I really liked the 10K's.  I was taken aback...speechless for a moment actually. I recovered quickly and with a smile asked for clarification.  "We real runners run long distances...too many of  'these runners today' are merely joggers". Fortunately I stayed composed, handed her a Reggae Marathon brochure letting her know it was a 'real race' with a Certified Course and Timing Chips while sending her on her way.

"Running Snob!"  Fortunately my inside voice stayed inside my head.  But it got me thinking:  Does running still have these Running Snobs?  People who feel if you don't run 70+ Kilometres each week, walk or just run for fun means you're not a real runner?  Unfortunately yes.  And that's sad.

I like reading about all kinds of runners.  I especially find the stories of Seasoned Runners inspiring. But I truly admire those runners, men and women who get out and run knowing they'll never 'Medal'; the runners who run for health and fun.  They may not put in grueling distances each week, they may take a walk break...heck, they may even miss a day or two each week. But they are REAL runners. I've been fortunate to have spoken with a number of these runners about why they run. The remarkable common theme is that for them running was and is a life saver.  They overcame or got through a life challenge through running. They improved themselves...they survived!  They're not snobs.  And I like that.

Until next time...
ThatRunninGuy

A few more of my favourite Running Quotes

Every once in a while I go through a rough patch.  During those challenging times my friend and guide has been running.  Running doesn't solve all the problems of the world.  It is great alone time and the workout helps relieve stress.  I also find that motivational and inspirational sayings help a lot as well.  My favourite source is Gibson's Daily Run Quotes.  These spoke to me.

"It's very hard in the beginning to understand that the whole idea is not to beat the other runners. Eventually you learn that the competition is against the little voice inside you that wants you to quit." -- George Sheehan, from Did I Win?: A Farewell to George Sheehan by Joe Henderson

"Each time you run you will receive lessons. You have enrolled in the school of ultrarunning. You may like the lessons or think them irrelevant and stupid. What you think makes no difference; the lessons will be presented until learned.  When you run there are no mistakes, only lessons. The art and science of ultrarunning is a process of trial and error and experimentation. The failed experiments are as much a part of the process as the combination that ultimately works."  --Keith Pippin, from A Step Beyond: The Definitive Guide to Ultrarunning by Don Allison

"One successful running coach used to tell his athletes to 'live like a clock.' In other words, you should do the same things at the same time every day. Go to bed at the same time, wake up at the same time, eat your meals at the same time, and do your workout— you guessed it—at the same time. This isn't always practical, but just by trying you'll make it easier to fit in your planned workouts." -- Amby Burfoot, Runner's World Complete Book of Beginning Running

Until next time...
ThatRunninGuy

Keep calm...I got it under control!

This week's blog post isn't really about running.  Although I could argue that my next running shirt will have this on both the front and the back.  It will be a technical shirt for sure that I can wear in race events.  But then that would be stretching it...hey no comments about my expanding midrift!

And to stretch the running link even further, at the start of a race the best way to stay in control of 'Your' race is to ... Keep Calm!

So this really is about running after all.  But it was a long stretch :)

Until next time...
ThatRunninGuy

S.E.X.Sells! Part 2

"The eyes have it!"

Stripped down to the basics, people like to talk to other people.  And despite email, telephone and web sites, they like to do it face-to-face.  Successful sales people embrace that.  



In Part 2 of S.E.X. Sells!, Pennock_ESQ shares more of his thoughts and experience in direct selling:

So, in SEX Sells, Part 1 we went over our smile.  Have you been practicing?  Because a great smile is just the beginning of SEX.
Next, we need to remember our eye contact.  This is the most important part of SEX. 

You don't want to be that creepy person who is always smiling but always looking around.Strong eye contact is important for 3 reasons.   The first, is it establishes your relationship.  When meeting with your prospective customer, maintaining your eye contact builds trust.  What you are saying will be taken more seriously and show to your customer that you have their best interests at heart. 

The second reason to maintain eye contact is to take control of the situation.   Strong eye contact shows that your time is just as valuable as the customers,  and they need to act accordingly.   

The final reason to maintain strong eye contact is because this is where you will find your first buying signs.   The eyes are the windows to the soul, and if you pay attention,  they will tell you when you should close. If their eyes light up, the deal is done.  If they break eye contact, they are starting to think about whether they need the product or not. Start to close. If you are in a tough negotiation,  the more they blink, the more likely it is you are winning. 

Now, lets rehash.  Your smile will build your relationship,  establish control of the situation and know when the time is right to close. 
So, don't blink.  You might just miss your next sale.

Until next time...

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Chris Morales

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales 

Advertising Agency Account Guy 3.0

Two-Martini Lunches, long alcohol-fueled Client dinners:  just a couple of the job requirements of the Account Executive 1.0 as portrayed by Mad Men. "Wow...what a great job!"

Writing decks, lugging the Art Boards to the Client Presentations as 'Bag Men'...Account Executive 2.0 job requirements.  "Ugh...not so much fun but my Liver is thankful".

Now in the post-digital world, Account Executive job requirements have shifted once again. And again for the better.  The top Account Executive 3.0 Professional must be able to perform all of the following, ideally without breaking a sweat:

• Knowledge of all forms of marketing communication:  Television, Print, Radio, Outdoor and Digital.  Within Digital, Web sites, Advertising, Search and Social Media, Experiential, Direct Response.  Whew...
• Project Management:  In this age of non-AOR Client/Agency Relations, it is vitally important that Account Executives 'Always be Selling'.  This while working with Client Marketing and multiple Creative/Event/Digital/Media Agencies
• Strategy:  Interpret the Client Marketing Objectives to develop the Project Plans that integrate and coordinate all media channels and marketing/advertising activities
• People Management:  Mentor, guide and direct juniors in work and career

Until next time...

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Chris Morales

chris.morales@bell.net

647 393 3855

Linkedin:  Chris M Morales