Posted by Admin
This column first appeared on RIMOFTHEWORLD.net on February 21, 2010
I’ve always been rather horrified at the sound of my own voice on tape. It’s not even close to what I hear when I’m talking. I wish it was raspy and sultry, or even just hoarse like actresses Lauren Bacall, Kathleen Turner or Sophia Bush. Instead, in recordings, I sound like a slightly older, less feminine version of Potsie from Happy Days.
And though I didn’t used to mind posing for pictures, in recent years I’ve noticed that cameras no longer catch my actual likeness. Maybe it’s due to changes in digital technology? It’s a mystery to me. But, whatever the reason, cameras add wrinkles, gray hair and weight to my reflection. So whenever someone shows up with photographic equipment, I flee the scene.
All that said, despite my profession, it’s little wonder I have been reluctant to jump on the podcast and video broadcasting bandwagons. If you share any of my phobias, I have a simple suggestion for us both. Get over yourself and join the revolution!
Whereas blog writing demands at least a cursory understanding of how to string together words in order to form a complete sentence, with only a modest investment in time and equipment, virtually anyone with a larynx and carcass can run a podcast or a video blog.
The first system to enable the selection, automatic downloading and storage of serial episodic audio content on PCs and portable devices was launched in September of 2000. But podcasting might never have hit critical mass were it not for the near simultaneous release of a free music-sharing program called Napster. Motivated by a desire to procure and share free music, millions of people tapped into their inner geeks to learn how to upload and download MP3 (Audio File Format/Extension) content.
In late 2000, the courts ruled that Napster had to restrict access to copyrighted files. While this was a death-blow to the young network, it buoyed the Apple Inc. introduction of iTunes in 2001, at Macworld. The rest, as they say, is history. According to an article in CnetNews, by 2005, as many as 22 million American adults, or about 11 percent of the U.S. population, owned iPods or other MP3 players.
Once MP3s became main stream, it didn’t take long for video to follow. Three former PayPal employees created the now infamous video sharing platform, YouTube, in February, 2005, and, in 2006, sold it to Google Inc. for $1.65 billion. YouTube did for video what Napster did for audio. Suddenly, anyone and everyone could, and did, create and share video files.
Today, entrepreneurs and nonprofit directors can use these platforms to create and share their messages regardless of budgetary or technological limitations.
Blog Talk Radio is probably the easiest way to enter the podcasting arena. All you need to join the ranks of podcasters like Vehicle Vibe and FlyLady is a password and a cell phone. Once you create your online account, you call to login with your cell phone and speak directly into the microphone to broadcast your show. Sound easy? It is. But bear in mind that the sound quality of a podcast done using this method leaves a bit to be desired.
On a Limited Budget—
For under $300, you can buy all of the equipment you need to turn a rank amateur show into a professional podcast or video program. Miniature cameras like the user-friendly $129 Flip Camcorder or a $149 USB condenser microphone can be used to record and effortlessly upload to video broadcasting sites like YouTube or Vimeo.
The Sky’s the Limit—
The hottest ticket in the world of Internet marketing today is the viral video. The first video to go viral was a webcam recording of a stout young man singing Numa Numa, which has been viewed more than 35 million times. The popularity of unprofessional, humorous videos on YouTube gave advertisers the idea to create short video commercials to try to capitalize on the growing trend. The first company to do so on a grand scale was Blendtec, with their viral video campaign, Will It Blend?
The only drawback to creating a viral campaign is that it takes a lot of money and talent to make a video appear to have been produced by rank amateurs. Also, since the public is fickle, it’s not easy to predict what they will embrace. Might I suggest a thin, throaty-voiced columnist discussing the Invasion of Potsie and the Pod People?
Until next week, I’ll be Bowling for Business.
Tags: BlendTec, Blog Talk Radio, Bowling for Business, bowling on a budget, broadcasting, CnetNews, FlipShare Camera, for free, Google, iTunes, Kathleen Turner, Kathy Bowling, Lauren Bacall, MacWorld, mountain marketing group, MP3, Napster, Numa Numa, on a limited budget, PayPal, photographic equipment, Podcasting, podcasts, Potsie on Happy Days, rimoftheworld.net, Sophia Bush, the sky's the limit, video blog, Vimeo, viral video, vlog, Will it Blend?, YouTube
Posted by Admin
This column first appeared on RimoftheWorld.net on Nov. 9, 2009.
Because there were two girls named Kathy in Mrs. Dale’s kindergarten class, my mother agreed to let everyone call me Kathy Ann. The horror of it haunts me to this day.
Don’t get me wrong. Ann is a lovely name. Not only is it my middle name, but it’s the name of two of my favorite aunts. But my weak bladder, coupled with my classmates’ irritating ability to rhyme, produced a moniker that took me a long time to shake…Kathy Ann in the Can. In fact, the nickname stuck until we moved to another school district when I was in sixth grade.
When it comes to people and business, for better or worse, branding happens. And it doesn’t take much to get people to react to an organization’s emblem. Take the controversial 2012 Olympic logo, created at a staggering cost of 400,000 pounds. The image drew fire from a group called Epilepsy Action, which said that a video promoting the logo triggers migraines, epileptic fits and vomiting. The International Olympic Committee is set to investigate the logo which politicians say is childish and “looks like Boris Johnson’s hair.
Although causing people to puke is rarely the objective in professional trademark development, some believe there is no such thing as negative publicity. So, in that regard, the London Olympic logo designer’s efforts were successful.
A more conventional approach would be to create a logo that is:
- Instantly recognizable
Some famous logos that fill the bill include Google, Starbucks, Coca-Cola, Fed-Ex, and McDonalds, whose images you most likely pictured even as you read their names. The reason you recognize these brands, however, isn’t just because their logos are great. Superior products, excellent service and aggressive marketing help. Let’s face it, if your company sucks, coming up with an amazing image for it is lipstick on a pig.
But for a credible organization, finding the right symbol can mean the difference between obscurity and notoriety. This is especially true in the Internet age, where deep pockets to pay for full-color brochures and slick press packets are no longer necessary. Anyone with a computer and a low resolution, jpeg version of their logo can upload it everywhere from A1-Webmarks to Zaadz.com.
But commissioning a classic design can come at a hefty price. So how do you to produce an iconic logo if you’re on a budget? Whatever the price point, you have several options.
- For Free—if you have no money with which to build your brand, proceed with caution. Like it or not, the logo you choose today will be with your firm for years to come. Also, unless your business is graphic design or fine art, don’t buy do-it-yourself logo software in an ill-fated attempt to craft your own. Having access to a logo program won’t make you an artist any more than owning a calculator will turn you into a mathematician.
When money is tight, less is more. So try to find a nice, clean, clear font for your company name and then quit while you’re ahead. Avoid the temptation to add clipart to the mix. Also, when choosing typeface, skip Script and Old English, unless you’re shooting for an Addams-Family vibe.
- On a Budget—while I generally caution clients against ordering logos online, some companies do a respectable job for under $200. The problem is that, when left to their own devices, many entrepreneurs will ask their Internet designer to place their company name inside a blue and red oval, without realizing they like the look because they’ve seen it on cans of Bud Lite.
- The Sky’s the Limit—if you are in the enviable position of actually having money in your marketing budget, don’t skimp on the cornerstone of business communication. Find someone you trust and let them do what they do best so you can do what you do best. The right professional can help you define your unique sales proposition so your logo not only looks great and conveys your message to the intended target, but does so without inducing nausea.
Tags: 2012 Olympic logo, advertising, Boris Johnson's hair, Bowling for Business, bowling on a budget, Coca-Cola, do-it-yourself logo software, entrepreneur, Fed Ed, free logo, Google, graphic design, icon, logo, logo controversy, logo on a budget, marketing, McDonalds, on a budget, online logos, public relations, Starbucks, symbol, trademark, unique sales proposition, USP