Saturday, April 18, 2009

Susan Boyle Knows Something You Don't

Over the past week, the name Susan Boyle has been pegged at the top of the Trending Topics on Twitter. You can always tell when there's an item related to pop culture, current events or breaking news, because it rises to the top of Twitter's barometer of culture on http://search.twitter.com.

In this case, the name belonged to a woman who has ascended to the 15 minute throne because of a television show (in this case Britain's Got Talent), the immediacy of YouTube and an amazing talent. Rather than try to describe what's been happening, I'll let you see for yourself. Since embedding is disabled for this video you'll have to click through to see it.

When you come back, we'll talk about another equally as remarkable video.

Just about two years ago, a car phone salesman by the name of Paul Potts had a very similar story unfold on the same show. You can see that video by clicking here. I wrote about it in two posts: "Your Next Creative Genius May be Closer Than You Think" and "What I Learned From Paul Potts."

In both situations, we see something happen with the audience (and perhaps with ourselves) that seems to universally apply to human nature: there's initial skepticism, followed by awe. But ultimately, we want the underdog to win. Why? Perhaps because we can relate to a "regular" person and we like the idea of overcoming odds to be successful.

The lessons that I wrote up in the Paul Potts post also apply to Susan Boyle's situation:

Assumptions can limit your creative output
It's okay to take risks
Know your audience and connect with them on an emotional level
Exceed expectations
When we're constantly hit over the head with polished, branded, uber-cool ads, campaigns and come-ons, it's refreshing to see a down-to-earth, humble approach. It gets more attention.

But here's another thing that's going on. It's been just two years since Paul Potts made his first appearance, but the Susan Boyle phenomenon is being treated like an anomaly. How quickly we forget - the social media pundits and even the the show's judges seem to have forgotten Paul. The reality is we're overrun with the latest headlines, shockers, tragedies, personal issues and more, and things like this will always come and go. I still remember Paul, but mostly because I wrote about him before. I wonder how many others forgot?

Turning this to practical business advice (I wouldn't let you down!), do you think your company's product or service is that memorable? If a Paul Potts with 44 million views on YouTube doesn't even come to mind for the public and even the judges involved, what can you do that's going to stick with people?

Giving them a predictable, repeatable experience each time they use your product is one way - I'd say it's the price of entry. No amount of viral videos, marketing gimmicks or slick mailers are going to matter if you've got a shoddy product. But beyond what's expected, how are you exceeding expecatations, creating the "wow" factor, and still being on a level that they can identify with.

And that's the challenge, isn't it? Britain's got talent, but have you? If you don't, then go out and hire or partner with someone who does.

Maybe a Susan Boyle or a Paul Potts can help you.

Labels: customer relations, fun, Marketing, Paul Potts, Susan Boyle, Video, Viral

Posted by Scott Monty at 9:30 AM

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Monday, June 18, 2007

What I Learned from Paul Potts - Roundup

If you're a regular reader of my blog, you'll know that I've been following the Paul Potts / Britain's Got Talent phenomenon over the course of the last week. It all wrapped up earlier this evening with the final performances and the tallying of the votes.

In a nod to the fact that good things do in fact happen to good people, Paul Potts was selected as the winner. Here's a video recap of the finalists, the decision and Paul's encore performance.

If you're reading this in a feedreader, the video can be found here.

At the risk of getting completely Potted on this blog, I'll wrap up this series by enumerating the lessons that I've learned after watching these videos over the last week:

Assumptions can limit your creative output
It's okay to take risks
Know your audience and connect with them on an emotional level
Exceed expectations
When we're constantly hit over the head with polished, branded, uber-cool ads, campaigns and come-ons, it's refreshing to see a down-to-earth, humble approach. It gets more attention.

I hope you've enjoyed this series as much as I have; I know that original video still stands in my mind as one of the most remarkable I've ever seen. I wish Paul the best in his newfound career. Here's hoping that we can all achieve the same level of success, either personally or professionally.

Labels: fun, news, Paul Potts, Video

Posted by Scott Monty at 12:05 AM

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Friday, June 15, 2007

Potts Sticker

I've been pleasantly surprised at the wide response that my previous post has attracted. Paul Potts, the mobile phone salesman from Wales wowed the audience with his rendition of "Nessun Dorma" on ITV's Britain's Got Talent.

I realize that not everyone has access to ITV, so here's an update on the competition. Judges Simon Cowell, Amanda Holden and Piers Morgan were on their feet this week, joining the audience in giving Potts a second standing ovation at the conclusion of his latest performance in the semi-finals last night.

Holden said Potts made her cry again and Morgan said that Potts was exactly the profile they were looking for: somebody doing an ordinary job, very unassuming, with an amazing talent, and they could provide him a platform to show the world what he had.

I'd say that if he sticks to it, odds are he's going to win the whole thing. The finals are on Sunday, June 17.

Video link for feedreaders.

Oh yeah, he's got a MySpace page, too.

Labels: Friday Fun, fun, Paul Potts, Video

Posted by Scott Monty at 12:01 AM

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Monday, June 11, 2007

Your Next Creative Genius May Be Closer Than You Think

As you know, user-generated / consumer-generated content has been all the rage over the last year. Many pundits have gone so far as to claim that traditional advertising agencies' days are numbered. But the agencies themselves have lumbered forward, continuing to support hundreds and hundreds of creative staff (not to mention a sizable chip on their shoulders), with the confidence that no one can produce high quality creative the way they can.

Earlier this year, the Doritos Super Bowl ad proved otherwise - at least with regard to concepting. The agencies and production houses still have the expertise in execution of the 30-second spot. I think in the end, the creative juice will be found somewhere in the middle - the agencies and their ability to navigate the supply chain, along with active input from consumers, will together create some pretty powerful stuff.

But in the meantime, the takeaway message is the old cliche - don't judge a book by its cover. Agency execs pooh-pooh ideas because they come from "the people," and that is a huge mistake. Good ideas can come from anyone - on your team, from a client, from an agency - hell, stop and ask a few people on the street while you're at it.

Case in point: Paul Potts, a dubious-looking mobile phone salesman goes on ITV's Britain's Got Talent to attempt to sing opera
You have to see this video. I think it's one of the best moments in the history of reality TV (okay, okay - not a huge honor, but you get the point) and a great example of how we humans like to judge based on superficialities.

The judges rolled their eyes when they saw the contestant, clearly expecting another feeble performance on this grown-up talent show. In the end, Potts had the audience on their feet, people were crying, and Simon Cowell - yes, the Simon Cowell - was clapping, exclaiming "you are absolutely fantastic."

Using a feedreader that doesn't embed video? Click here.

Take a moment and think about the many assumptions you make on a daily basis - about vendors, clients, colleagues, people you pass on the street or sit next to on the train, the guy you get your coffee from or your newspaper man. The next Pavarotti might be closer than you expect. Have you given him the chance to sing for you?

Here's some context on the aria, "Nessun Dorma," as well as Pavarotti singing it for comparison.

Labels: Advertising, fun, Marketing, New Media, Paul Potts, Video

Posted by Scott Monty at 5:17 PM

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