In a radical socio-genetic paper that was published in 2003, it was indicated that 1 in 200 men of this planet owe their DNA to Genghis Khan. Profoundly progressive than his European or Asian counterparts, Genghis Khan swiftly conquered, abolished torture, granted universal religious freedom and squashed feudal systems of aristocratic privilege. Genghis Khan acheived this by accurate targeting, disciplined structure and seamless integration.
On a galloping horse hitting his target, armed with the technology of bows and arrows he conquered the largest empire in history. Alexander and Caesar pales in comparison. LaRae Quy, a former FBI undercover agent, says Genghis mastered his art of conquest, retention and expansion by perfecting three things. Sounds familiar. It is all about market share.
First, he developed the power to pull back the thick bow so he could aim his arrow.
Step back – take a broad survey as to who your clients and prospects are. Include age, gender, income, ethnicity, experience and affilation. Be sure to include the non-tangibles: personality, likes & dislikes, reputation and their trigger points. This will help you to decide who you want to deliberately go after.
Secondly, Chengiz Khan understood the movements of the horse he was riding. When a horse is galloping, there is a moment when the horse is air-borne and all four hooves are off the ground. In that split-second, as he sat in his saddle and sailed through the air in smooth flight, he could shoot his arrow with enough accuracy to hit the target.
A persona gives your team a more tangible, living target to aim for when you create different marketing messages. You can create and target several personas. For example, a car company may have car buyer personas that are driven by status, or economy, or hauling family, or sustainability. In the words of our very own Mike Thimmesch: "When you understand your buyer personas, you can tailor all marketing aspects to better appeal to them. " The key word is targeting with accuracy.
And third, Chengiz Khan understood not only his own strengths and weaknesses, but the strengths and movements of his horse as well.
Unlike, the common perception that the Mongols were ruthless nomadic savages, the reality is; in nearly every country the Mongols conquered, they brought a revolutionary rise in cultural communication, expanded trade, and a blossoming of civilization. The key lesson here: Do not shove your products or services down your clients' throat. Understand, and articulate the problems that are keeping your clients up at night. Armed with this information, target your messages. You will be astonished at the positive performance of your marketing campaigns.
“How relevant is our message for this person, at this point in the customer lifecycle?” This is the DNA of Persona Marketing.
When you cultivate personas into your marketing program, you’re understanding the people that drives your market. This will empower you to make your product or service relevant to them at any specific buying stage. "This knowledge, which informs meaningful and persuasive value propositions, is not only the foundation of integrated marketing but also a powerful transformer of product development."
Sarmistha Tarafder
Choice Architect
Perception Matters!
In a visual marketing bazaar such as trade fairs and conventions, every visit to your booth space leads to a build up of pre-conceived notion that is carried on every subsequent encounter that your clients might have with your products and or your services. Be very purposeful as to how you want your brand to be perceived. You walk into a space of clutter, confusion and mundane the products and services will be perceived as such. On the other hand you walk into a space of elegance, simplicity and controlled light; you are in a perceptual space of high technology and smart efficiency. You see, simplicity and complexity are mutually dependent. Because, technology only continues to grow more complex; there is a massive economic and emotional advantage to present it in a simple and humanized space.
Be Aware!
Your brand elements like logos, tag lines, trademarks, packaging and your display might be yours; but the reality is, it is owned by your customers and your prospects; it is their perception of your company that impacts your bottom line and ultimately your survival. We live in a 24 hour connected world. Be aware of the savvy planetary word-of-mouth. Be aware, even before you get to pitch about your brand uniqueness, you might be encountering prospects that have formed perceptions about your brand. If it is positive, your brand achieves victory, if it is negative, you shift in the mind-set of damage control. Triumphant lesson from Avis: When Avis (the # 2 car rental behind Hertz) anchored in "We try harder", all of a sudden the brand gained momentum to aspire for something bigger: the perception that played out was being #2 is positive and goal oriented.
Propagating the Positive Perception.
Start with how you want your customers and prospects to think, feel, remember, and experience your exhibiting space. The over arching goal should be Positive Memory Retention. Be courageous to be different and make memorable limbic connections with your visitors.
Focus on white space. It is your strategic weapon. Let it be. — Do no cover every surface with your story. Remember, we live in an overwhelming information grinding digital age. Your exhibiting environment should be all about subtracting the obvious and adding the meaningful. Architectural elements and textures should work towards empowering your brand style and image. Do not use elements to define your style. Your brand becomes commoditized. Great example is bamboo being synonymous with Green. If you want to convey Green ideals, it is a good idea to stay away from the invasive bamboo and perhaps try the controversial hemp. It is guaranteed to trigger the memorability factor amongst your audience.
Hundreds of images came across my desk from CES 2012. However, the synaptic nerves made new connections when Huawei appeared. It happened to be the memorable trigger factor for this article. Thank you Huawei. You look magnificent!
Sarmistha Tarafder
Choice Architect
In the words of theoretical physicist, Dr. Fred Alan Wolf, adorably known as Dr. Quantum: "Two things that vibrate together have four times the energy, as compared to two things that vibrate out of phase with each other in which case they have no energy.
When you are attracted to another person and he or she is attracted to you, it is likely that you and the other are in some metaphorical sense vibrating in phase with each other and each of you is "energized". It is more powerful than just adding your separate energies together. It's actually more like 4 times the energy of an individual.
With 3 persons it is 9 times, and so on. Hence large crowds rock together because those in attendance are each enormously energized by the presence of the others, in "like" mind sets."..... a key face-to-face marketing takeaway!
From master classes with Nobel Laureate Richard Feynman to shamanic journeys on the high deserts of Mexico; from interaction with Werner Heisenberg to the hot coals of a firewalk, Dr Alan fosters the power of human spirit over the physical world, the entanglement of gratitude and the physical laws of success. Keeping with that high spirit of gratitude and appreciation, we are fortunate to be hosting free seminars and dispersing free passes to the exhibit hall. Just enter in promo code 4206 when registering.
Below is the schedule of Skyline seminars.
Social Media Tips for Trade Show Marketers:
Monday, March 5, noon
Tuesday, March 6, 2pm
10 Top Tips for Trade Show Promotions:
Monday, March 5, 1pm
Tuesday, March 6, 3pm
5 Mistakes Exhibitors Make:
Monday, March 5, 2pm
Wednesday, March 7, noon
9 Exhibit Design Essentials
Monday, March 5, 3pm
Wednesday, March 7, 1pm
8 Booth Staffing Secrets
Tuesday, March 6, noon
Wednesday, March 7, 2pm
6 Advanced Trade Show Strategies
Tuesday, March 6, 1pm
Wednesday, March 7, 3pm
See you there and again thank you for being part of this journey!
Sarmistha Tarafder
Choice Architect
"Can you tell me, Socrates, whether virtue is acquired by teaching or by practice; or if neither by teaching nor practice, then whether it comes to man by nature, or in what other way?"
The year was 350 B.C.E. The day was just like today, one cold sunny afternoon. [I can only imagine!]
Plato, who documented every move of this magical sage writes that Socrates tells Meno that "he not only does not know if virtue can be taught, but does not understand the nature of virtue." Meno shudders, his conviction challenged, he tastes the dialectic method for which Socrates sacrificed his life.
For ages, Socrates has been revered as the grand master of intellectual eloquence and inquiry: the ideal critical thinker. It is not one idea that earned him this seat of distinguished honor. It is his method of questioning and cross-examination of opposing views that leads to illumination of ideas. Engaging in the Socratic Method makes us confident about the experience of questioning anything including our own ideas and beliefs. By constantly asking critical questions, dynamic brands are in a perpetual state of flux. Brands like Southwest Airlines, Zappos, Google, Virgin or Starbucks constantly align themselves to the questions of the times. They are courageously passionate about doing business in a more "virtuous" fashion that brings value to the clients and adds momentum to their balance sheets. Their "brand virtue" goes through the high standards of Socratic questioning time and time again. (“Virtue” is not a term that marketers use, yet as a concept it explains growing consumer expectations toward brands and companies.)
The prevalent coffee drinking culture is the result of some adventurous minds who questioned the idea of black beans. When you walk into Starbucks every morning, you are walking into a culture of comfort, free wi-fi access and a brand that exudes happiness, social responsibility and confidence. The coffee is only a very small part of the scenic setting: it is a "well placed treat in the bigger context of the story you walked into. Why else would people pay $4.00 for a $.038 cup of coffee?" - Seth Godin
In July 2008, when a barrel of oil rocketed 140 US dollars, Southwest Airlines was sitting on a pile of cash and fuel hedges. It was way ahead of the curve. In time of massive crunch, when the virtue of the brand could have been diminished, it soared higher gaining rock-hard customer confidence and securing its survival in the hyper-competitive world of air travel.
Constant examination of your marketing plans and your brand perception helps to reign in Focus, Motivation and Connection. Even before you decide to exhibit at trade shows bring in focus the entire company towards achieving its vision, mission, and goals. Align the company goals to that of your exhibit design. Your exhibiting space and your exhibit represents the tangible and the intangible worth of your company.
Motivation: “Changing The World” is a Growing Mandate; one with emotional benefits for consumers. Motivate your booth staffers to be “responsible,” “doing their part to change the world,” “smart and savvy,” and “resourceful”. People like doing business when brand ambassadors exhibit these qualities.
Connection: Brand Virtue Appeals To All Ages. While the trait of “forward thinking”, “cool and contemporary” is particularly relevant for youngest adults, collaboration is important to younger and middle-aged adults. Females are more inclined to push brand boundaries with respect to responsible behavior. 68% of women, compared with 57% of men, believe that brands “sometimes show real courage by standing up for issues that are not always popular..."
In Plato's Apology, Socrates is defiant in defending his way of life. In one of the most forceful works in Western literature, "Socrates defends a life of constant inquiry and examination of beliefs and actions". He had prophecized that his death sentence would guarantee him the "heroic figure, one who died for the “crime” of thinking for himself and for encouraging others to do likewise."
Thank you Socrates. You have enhanced the evolutionary process of mankind.
Sarmistha Tarafder
Choice Architect
In the words of the historian philosopher, Thomas Berry: "We are not just passing into another historical period or another cultural modification.......But more specifically we are terminating the last 65 million years of life development." He says, it's all a question of story. "The old story, the account of how the world came to be and how we fit into it is no longer effective. Yet we have not learned the new story."
The Darwinian story about being stronger, bigger and better is no longer the story of survival. Survival of the Fittest is an exercise in agility and adaptibility. The flawless adaptation to your changing conditions now makes you the master in the Art of Survival. This is the age of knowledge. We are increasingly being rewarded not for our emperical know how of delivering facts but for our ability to make meaning - whether that is telling story about our brand DNA or our balance sheet make up. Management consultant Tom Durel, emphasizes again and again, "everybody thinks it's the return on investment that you're selling...but it's really the story about ROI that an investor takes away."
As we trend towards Type 1 civilization, we are increasingly defining ourselves to be a more homogenous race. When it comes to making a planetary cultural statement, denim rules as the fabric of our lives. To survive in the new post modern value conscious era, Levis Struass is a great story in adaptibility. I think in 2003 Levis Strauss came out with the Signature line. Notice the power of story and make belief at play. What visual cues and emtional expression do you get when you read Signature? Check out their label. Very similar to the vintage iconic label isn't it? What a marvelous way to harness the intangible into tangible.
We humans have been story telling since 100,000 or more so years. We seek out experiences that fire our imaginations and enchants our spirit. Stories are the pathway in. Start at basic. Who are You? Defining who you are is the abiding question for marketers including trade show design architects. Weaving a story along this question alone is an opportunity to create a brand for your company so powerful that your logo or mission statement pales in comparison.
Brian Tarcy, a journalist and an author reveals 5 secrets to the Mastery of Story Telling.1. Think chronologically. Start at the beginning. A good writer can make the beginning be almost anywhere, but an obvious place to think about is the day the company opened/was formed etc.
2. Use philosophy, but don't preach. People want to learn who you are and what you stand for. Your story is more than just what happened in year 1, year 2 etc. There is something deeper in it. Bring that out. But be careful on your tone.
3. Tell stories. Remember the the events that created who you are. Details are crucial. Use your five senses and make stories come alive.
4. Don't only use your own words. Talk to your employees, board members, anyone invested in your story and see what they remember. Use these memories to paint a three-dimensional picture. Ask more than one person to remember the same event.
5. Make the sum bigger than the parts. You are not just telling your story to tell your story, although it is a nice memento.
You want readers to believe in you the same way you believe in you. It should add up into one powerful thing. "Once people make your story their story, you have tapped into the powerful force of faith."—
Annette Simmons, Author, The Story Factor.Your brand belongs to you. Your story belongs to you.
The stage that you stand on in a trade show venue is yours. Shape your destiny, build your mountain. "But start at the base and tell everyone who are you and how you did it."Sarmistha Tarafder
Choice Architect
Standing in front of the sacred rock, I gasped in wonderment.
What lay before me was a primal definition in astute presentation. It won't be a stretch by any standard if I do say that the Parthenon is the best example where mathematics presents itself in the form of high art. Yes, the golden rectangle have been the defining factor of this architecture. It is a Doric Temple.
When the great Phidias designed this temple to house goddess Athena Parthenos, I wonder if he realized that this rubble of a ruin would one day stand as a testament to the Athenian Golden Age and parade itself as the paragon of Western civilization. Perhaps not. Any here is why?
Nancy Duarte, the most sought after presentation expert says, 90% of the creative process is actually destructive. You create a slide presentation—and then slowly but surely see what you can peel away. What the mighty Phidias could not possibly achieve, disastrous geo-political affairs managed to turn the temple into a core shell of pristine elegance that seems to follow this destructive law.
When you are presenting at a trade show or an event try using using a single word on a slide to convey your core message. Want your audience to remember various benefits? Don not plaster all bullet-style on a single slide; Reveal them one at a time, unveil a mystery, create a story, and share an example or anecdote to illustrate each one. "Have an image or quote that accurately expresses your idea? Let it! "Don't be afraid to remove everything else from the slide, and let that one powerful image say it all."
The mystery of this Doric temple is gradually revealed when you study the divine proportions. The total height of the building is approximately 1.618 times the height to the top of the columns, and the frieze sculptures (called triglyphs [columns] and metopes [sculptures]) on the entablature closely follow the same proportion.
The mathematical ratio "phi" is a tribute to the phenomenal Phidias. The sculptor of the goddess of wisdom have successfully spread his ideas & moved people over centuries.
Don't just share your ideas or your data; make meaning. Again in the words of Nancy Duarte, don't focus solely on changing minds; put some effort into changing hearts. Powerful imagery and though-provoking video are excellent tools for connecting your audience to your message emotionally—which is how we humans make decisions.
Sarmistha Tarafder
Choice Architect
Lounges have now gained tremendous momentum in the design of trade show exhibit spaces and special events. Dedicated sitting spaces are now integral part of design directives. These areas are resolute in providing a communicative approach to information exchange and information gathering. In today's era of viral marketing and virtual interacting, it is a featured highlight of face to face marketing. When 46% of executive decision makers make purchase decisions while attending a show and 51% of executive decision maker requested that a sales representative visit their company after the show and get this: 95% of the executive decision makers meet with their current suppliers at a trade show it is only makes sense to promote the right kind of atmospheric conditions that fosters such conversation. And a lounge does exactly that. It is a luxurious conclave where talent meets target.
If you have a smaller space e.g 20'x20' or so and if you find the above statistics valuable; you might want to think about a club design layout. However, if you have a larger space you might want to pledge a portion of it to elegant setting with flamboyant and interesting furniture that speaks to the sensuality of the limbic system. The lounge inside your space is a grand setting for show casing your latest innovation. For it is good to know that 50% of the trade show attendees wants to see "What's New" in products and services and 90% of the trade show attendees have not been called upon (face-to-face) by any company exhibiting at the show in the 12 months prior to the event.
Why not make the experience delightful?
Research from Cap Gemini Ernst and Young states that “Consumers don't differentiate retailers by their value propositions.” Brands don't distinguish themselves by having unique products or services as much as they do by the experience they present. A memorable experience is one that thrills or excites customers and prospects. As kids we thrived on thrills. We remember our first touch down. We remember our first voyage on Pirates of the Caribbean. We remember our first festival of colors. As adults, we continue to seek thrills in our professional and personal worlds. "We want the thrill of getting high response rates to a direct marketing campaign; the thrill of exceeding our sales quotas; of earning that next job promotion in record time. Businesses that understand what excites their customers are those that stand to gain higher levels of customer loyalty, no matter the challenges their markets face." Jeanette McMurtry, MBA
Lounging in Cappuccino and Hot Pink is all about the ideal setting that peeks the thrill of "what's new" and what's exciting in a monotonous day to day survival. Next time as you plan your space, think about the ways that you can distinguish yourself in those precious moments of interaction that we call face-to-face marketing in the hyper competitive marketing world of business-to-business.
Source for the above statistics : CEIR.org
Sarmistha Tarafder
Choice Architect
It is a fierce, foamy world of 'what ifs', 'what can be' and 'what might be' that we live in. I say fierce, because competition to stand out and stay ahead was never this acute in the written history of mankind. I say foamy, because never before we were aware of our own potential. We are immersed in the froth of promises and possibilities that constantly appear each moment, only to disappear the very next moment. We experience magic in every single breath. We indulge in the process of continuous creativity consciously and sub-consciously. We are on an enhanced evolutionary path. This means mankind as a whole is rigorously pursing the 80-20 rule. [Eradicate 80% of things that yield only 20% of the value in any undertaking. Then re-direct and refocus the freed up resources to leverage radical levels of change.] Nature does it. A single snowflake holds wisdom of the eternity.
Think about what is impossible today but if possible would change the way you do business. At Skyline we are proud to have done exactly that. We have bent at will the linear laws of physics that reflects the highest degree of imaginative thinking and is almost perceived by others as revolutionary — crazy— in its departure from conventional trade show exhibit design and build. And, enough craziness and daring produces heightened spikes of innovations which results in new concepts and new constructs.
When the first flower sprouted in the high mountains of the Andes, some millions of years ago, it was a revolutionary breakthrough. It evolved into the high civilization of the Incas. If a flower can achieve such a feat of wonder, imagine what you can do!
This time of the year impels me to be contemplative and to be in flow with Nature. It is amazing to see the 80-20 rule being played out again and again. It is in the graciousness of giving up that we supercharge our evolutionary process. It is the wellspring of our conscious creativity.
Thank you. Thank you again.
bended tree—
with twiggy fingers
trailing along crust
of snow…can you
bear the weight? lacy
tendrils of frost nip
at your ankles and
this heavy wreath of
crystalline drips
from your crown. How
do you stand winter’s
icy blast--folded under
so? your aged limbs,
a scroll, creased in upon
bowed body and tied
down. do you pray?
do you stare directly
into the sun--this
divagating philter in
which you beek? await
the liberating thaw…
then you will arch your
back in piquant awakening
and reach once more
for brumal skies.
http://onestoppoetry.com/
Sarmistha Tarafder
Choice Architect
Conventional wisdom reserves that right hemisphere of our brain is endowed with processing of visual, spatial and emotional manipulation. The left hemisphere is there to serve us for linear reasoning and language functions. However, the irony is there is no direct scientific evidence collaborating the idea that different thinking style lie within the domain specification of each hemisphere...."the neurophysiologists and neuropsychologists who specialize in the human cerebral cortex are starting to view the left-righters with something of the wariness which the astronomers reserve for astrology." - William H. Calvin.
The Art of Thinking is a dance between the critique and the creator within. The brain constantly combines, substitutes, adapts, modifies, magnifies, substracts, adds, re-arrange and reverses bits of information in order for thinking to happen. It is like a cerebral symphony where billions of neurons participate as master musicians. Perhaps, for this very reason there is little agreement amongst scholars about the definition of the two kinds of thinking. However, the thinking pattern of the geniuses reveal that they are skilled both in the Art of Science and the Science of Art. They can reduce the sun to a yellow spot and they can easily visualize a yellow spot as the life enforcing sun.
In his book, Cracking Creativity, Michael Michalko explores the art of holistic thinking exhibited by geniuses.
1. Know how to see, not just look at: “The invisibility of the obvious”. Great sales people are so good that you do not know when they are selling.
2. Make a thought visible: You interpret via the tangible. "Identify and secure elements needed to draw reasonable conclusions." Be a consummate sketcher.
3. Think fluently: "The holistic experience that people feel when they act with total involvement." It is being in the "flow" as embraced by Mihaly Csikszentmihalyi.
4. Make novel combinations: Liquid Paper and Velcro owes their existence due to this novelty.
5. Connect the unconnected: The ever popular Reggae emerged due to the connectivity of traditional African jazz, American jazz, old-time rhythm and blues, ska and rocksteady. Eric Lewis is one such connector. He created a new musical identity: ELEW......it is rock, it is jazz, it is classical piano.
6. Look at the other side: Roger Martin calls this multi-dimensional “integrative thinking”. Martin interviewed more than 50 successful leaders, to find a distinct common characteristic: "the predisposition and capacity to hold two diametrically opposing ideas in their heads. And then, without panicking or simply settling for one alternative or the other, they're able to produce a synthesis that is superior to either opposing idea."
7. Look in other worlds: It so happens we have abundance of green plants here on Earth. However, that does make a plant green. When the scientists studied light absorbed and reflected by organisms on Earth (that which attributes to the greenery), determined that if astronomers were to look at the light given off by planets circling distant stars, they might predict that some planets have mostly non-green plants.
8. Find what you are not looking for: The Roman emperor Marcus Aurelius who also happened to be a monumental philosopher found equanimity in the midst of conflict.
9. Awaken the collaborative spirit: 'Do Us a Flavour’ An open competition was enacted to design a new crisp flavor for Walkers. The best flavors were then voted on by the public. http://www.walkers.co.uk/flavours/
It is said that the master polymath, Leonardo daVinci always looked at his finished painting from a far distance to get a different perspective. By distancing yourself from the pattern of how you are conceived, you change your perception of who you are, thereby allowing yourself to see something that you could not otherwise see.
Sarmistha Tarafder
Choice Architect
As I fly over the clouds from a land, where the mountains talk to you and the fog cloak you only to whisk you away to yet another dimension; to a land that has been lyricized as Christmas by the Bay and that which I call home, my heart fills with immense gratitude and joy. I feel elated that I live in an age where I get to immerse myself in the endless span of the blue sky which the masters say is our true nature. Realization of this nature of mind is our innermost essence, the truth that we all search for through out our lives. Looking out the window as I contemplate on the clouds below, it becomes clear to me why metaphorically it is always the sky that describes the mind. It has been said that our minds our embodiment of perfection. It is so perfect that not even the Buddhas can improve upon it, "nor can sentient beings spoil it in their seemingly infinite confusion." The sky is our essential nature and the confusion of the ordinary mind are the hanging clouds. When we are down below, looking up, it is unbelievable that there could be anything beyond the clouds. Yet, as I fly above I experience a limitless expanse of clear blue sky.
It is often asked where is this buddha nature? And it is said: "It is in the sky-like nature of our mind. Utterly open, free, and limitless, it is fundamentally so simple and so natural that it can never be complicated, corrupted, or stained, so pure that it is beyond even the concept of purity and impurity. To talk of this nature of mind as sky-like, of course, is only a metaphor that helps us to begin to imagine its all-embracing boundlessness; for the buddha nature has a quality the sky cannot have, that of the radiant clarity of awareness." It is simply your flawless, present awareness, cognizant and empty, naked and awake.....(The Tibetan Book of Living and Dying)
Profound and tranquil, free from complexity,
Uncompounded luminous clarity,
Beyond the mind of conceptual ideas;
This is the depth of the mind of the Victorious Ones.
In this there is not a thing to be removed,
Nor anything that needs to be added.
It is merely the immaculate
Looking naturally at itself ............ Nyoshul Khenpo Rinpoche
On this enlightened note, I start the official season of sharing and singing, dancing and dodging, giving and receiving. Thank you and thank you a thousand times for being part of my odyssey!
For it's Christmas by the bay
A time to celebrate
In the San Francisco way
It's Christmas by the bay
I'm with you in my favorite place
On my favorite holiday.
Sarmistha Tarafder
Choice Architect