The Rock and Roll Chili Pit opened a week ago today. This restaurant is only a few blocks from our office and had been under construction for months. The anticipating was killing us (well, mostly just me). And like any obsessive fan, I was there opening day with high expectations in tow.
I ordered a cup of the Red Zep and a cup of the Iron Flamin’. Let me rephrase that: I ordered a bowl of steak bites in a chili sauce and a bowl of pulled pork in a chili verde sauce. So. Much. Meat. To many, this would be a home run. But I was missing the beans. I suppose I should have done my research on “Texas-style” chili and I could have better prepared myself. There ain’t no beans in Texas chili.
I’d order the Iron Flamin’ again, but the Red Zep was just too much beef for one sitting. I’m also anxious to try the Motley Stew, a chipotle beef and pork chili with potatoes and carrots, and the ZZ Slop, a vegan chili with BEANS.
A few other fun tidbits: All of the employee shirts have old rock song lyrics, the bar is in the shape of a guitar, and the lights are drum heads. They’re definitely reppin’ the rock and roll brand.
Welcome to the neighborhood, Rock and Roll Chili Pit.
https://leoketel.com/wp-content/uploads/2017/03/rr-chili-2.jpg12801280Jeremy Boleskyhttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngJeremy Bolesky2017-03-27 21:43:372019-10-15 05:48:58No beans about it.
I just got back from Hawaii and boy are my arms tired…
https://leoketel.com/wp-content/uploads/2017/03/LetsGoBeach.jpg848720Kevin Reynoldshttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngKevin Reynolds2017-03-09 00:16:172019-10-15 06:02:25Fun in the Sun
We have a running joke at every agency brainstorm meeting. At the point it gets quiet, when everyone is deep in thought on how to solve a challenging marketing problem, I slap the table and say. “I’ve got it! We get a guy dressed up in a costume and have him wave a sign at motorists driving by.” It never fails to get an improvised response. And a few eye-rolls.
Most marketers understand how hard it is to “cut through the clutter.” It the old days, before the internet, we used to say the average person experiences over 500 “ads” a day. That would include the usual radio, television, billboard and print advertising. But it would also include logos and signs one encounters in a daily walk or drive. Today we would have to include the 147 average emails we receive each day and the average 32 hours a month we spend online (I’m sure you spend much more time than that).
A recent survey by Oracle found that folks are now “dual screening.” In other words, they are watching TV and checking their phone. They are doing work on their computer and texting their honey. They are Twittering and Facebooking at the same time. Essentially, we are multitasking both at work and at home and whenever we can.
Which means advertisers have about 30 seconds to command our attention.
Are you still reading this?
The obvious solution to this problem is to be as loud and crazy as possible. At least within the norms of social acceptance. But as we all know, when everyone shouts, no one is listening. We counsel a different approach that is simple in strategy and offers a return on investment. And it’s deceptively simple:
1. Change the conversation
2. Be authentic
3. Engage deeply
The trick, of course, is in doing it just right. But let us elucidate further.
Changing the conversation means to avoid the cliches the rest of your competitors use every day. This requires thinking differently. It also requires thinking like a leader. And you don’t have to be the market leader or the sales leader to be a thought leader. Don’t play the game, change the game—and you will win. Just as we did with the Oregon Humane Society.
When is comes to being authentic, we advise brands to do a little navel gazing, or at least allow us to do it for you. It requires a discipline of recovering your core values and making sure your mission and vision are relevant for internal and external audiences alike. Naturally, we assume that your product or service is worth promoting. Because if it isn’t, the best marketing partner in the world can’t help you. We did exactly that for Pendleton Whisky.
It’s easier now than ever to engage with audiences on a macro and micro level. At the same time. But our belief is that you need to think about how to engage with your customers emotionally. This requires the ability to communicate on a human to human level, to provoke a response and to evoke a sense of personality. How can you go the extra mile to treat your customers as human beings instead of an ATM machine? Can you get more personal? See how we did that for Umpqua Bank.
From here you can choose a host of tactics to implement this strategy. Social Media. Public Relations. Digital advertising. The list goes on and on. But if you follow this framework you will succeed in being unignorable for a very long time. And you won’t need a guy on the street in a costume with a sign pointing to your business.
Would you like some specific examples? Download our brochure, “Be Unignorable,” to see how we created excellent results for clients such as Umpqua Bank, Tillamook Cheese, Benchmade Knives, Omega Morgan and more.
https://leoketel.com/wp-content/uploads/2017/03/Yawning-Monkey.jpg6671000Jerry Ketelhttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngJerry Ketel2017-03-08 23:58:292019-12-09 14:49:27How to be Unignorable
“Finite games have a definite beginning and ending. They are performed with the goal of winning. A finite game is resolved within the context of its rules, with a winner of the contest being declared and receiving a victory. The rules exist to ensure the game is finite. Examples are debates, sports, receiving a degree from an educational institution, belonging to a society, or engaging in war. Beginning to participate in a finite game requires conscious thought, and is voluntary; continued participation in a round of the game is involuntary. Even exiting the game early must be provided for by the rules. This may be likened to a zero-sum game (though not all finite games are zero sum, in that the sum of positive outcomes can vary).
“Infinite games, on the other hand, do not have a knowable beginning or ending. They are played with the goal of continuing play and sometimes with a purpose of bringing more players into the game. An infinite game continues to play, for the sake of play. If the game is approaching resolution because of the rules of play, the rules must be changed to allow continued play. The rules exist to ensure the game is infinite. The only known example is life. Beginning to participate in an infinite game may be involuntary, in that it doesn’t require conscious thought. Continuing participation in the current round of game-play is voluntary. “It is an invariable principle of all play, finite and infinite, that whoever plays, plays freely” If you think about it, most businesses and individuals are playing a finite game. You achieve a goal and then move on to the next. You want to beat the competition and win the game. But life isn’t like that. We are involved in an ongoing series of events that arguably, continue even when we aren’t “playing the game.”
An example might be the “War on Terror.” Most wars have a beginning, a middle and an end. But with the war on terror, there is no nation or person to either completely subdue or surrender to. It’s not a finite game. It’s an infinite game. And once you reframe this game, you begin to look for multiple solutions, instead of just a handful.
Let’s look at the business world; Amazon is playing an infinite game. The rest of the world is only now catching up to the idea that Amazon wishes to control all of commerce — not just to sell books. The difference between Microsoft and Apple is a study in infinite and finite games. One is playing the infinite game, and one is not. I’m sure you have figured out which is which.
Once you begin thinking about this concept, it opens a new door to the world. One of infinite possibility. Where you can rewrite the rules as you go. And contribute to the ongoing story of our existence.
I don’t know about you, but I’d rather play in the infinite game.
https://leoketel.com/wp-content/uploads/2017/03/Baby-Fist-Bump.jpg490736Jerry Ketelhttps://leoketel.com/wp-content/uploads/2019/04/LeoKetelmodifiedLogo-1030x263.pngJerry Ketel2017-03-08 02:20:472019-12-09 14:50:08Do you have Infinite Game?