Video Transcript

00:12 Cal McAllister: So really the question is, what is Wexley because we're a lot of things for a lot of different people? We consider ourselves a fan factory and this is where I think it gets more interesting for you guys. So what we try and do is we cultivate and ignite consumer's love for brands. We're an advertising agency that creates joy and laughter for the engaged fanatics. We deliver value to the real world and the wide web one. We make hearts race. We make voices scream. We we make it rain dead presidents.

00:39 McAllister: So why? Because fans spend more money. Fans spend more money. We're not just talking about Facebook fans. We're talking about people who create transactional value for your businesses. And as you're trying to create a growing business considering your consumer base, how you can turn them into fans. They become ambassadors for you, as I said, and they become your advocates.

01:02 McAllister: We talked about fan map at Wexley. Fan map, for us, is interesting engagement equals high value. High value to you obviously means a returning customer. And we think that each person is on a fan journey and we think that fan journeys are constant. We think that every single person, everywhere is a fan of something and that can either become more of a fan or less of a fan. There is nothing stagnant about people's position, both mentally and in the marketplace. Here's a simple little practice that we use where we can position people and where we think that you guys can position your consumers on any given day. And we have four different sections, obviously. We have blind loyalists. Blind loyalists are the people who are not fans, but they buy the same toothpaste again, and again, and again. They would just do that out of habit and they blindly do it. They are not valuable to you. Actually they are valuable to you transactionally, but you could lose them at any time because they don't have any passion for your brand. We talked about prospects, those are people who either don't know about you or don't care. And we talked about enthusiasts. Enthusiasts are people who are really excited about who you are, what you do, but they don't really buy anything. They don't have enough... They don't have transactional value to you.

02:19 McAllister: So we're constantly trying to push people up into the fan category. The marketing we do and the work that we do is designed to do that. And that's exactly what you guys can do as well, bring opportunities for somebody to become excited about the brand that they have or about your brands and become valuable transactionally. When we do something like that, when we do work with clients like Copper Mountain, we need to have a couple of different ideas and different ways to move those ideas forward. So I am going to borrow a couple of slides from a TED talk that I did a couple of weeks ago about how ideas spread. We basically say that there are three principles of how ideas spread.

03:05 McAllister: The first one is that the idea needs to be ridiculously simple. If you start with a simple idea, as we heard earlier, it has better opportunity of being brilliant. Why is that? That's because every day companies pay billions of dollars to put literally 5000 messages in front of you. These are billboards, they're websites, they're banner ads, they're TV spots. They're all the things that you see at any given moment. Any time somebody gets paid to put a logo somewhere and tag that onto all the emails that you get, all the conversations that you have, it's potentially overwhelming.

03:38 McAllister: So in our industry, we talk a little bit about simplifying messages, just sort of like having a ball that you toss to somebody who is willing to receive it. If you throw one ball, there is a pretty good chance they are gonna catch it. So if you throw a simple message there's a pretty good chance they are gonna catch it. If you throw four, five or six at time, you can only imagine that person is gonna duck and cover and not only ignore you, but try and protect themselves from you. Keeping a message simple is the best and the first way to get an idea to spread.

04:06 McAllister: The second commandment that we talked about when we talk about ideas spreading is just that it needs to be repeatable. My man, Longfellow wrote a poem many years ago about Paul Revere's ride. When you think about Paul Revere's ride, a chance for audience participation, what do you think... What do you remember? What did Paul Revere say?

04:30 Audience Member: The British are coming. The British are coming.

04:32 McAllister: The British are coming. That's what we all remember. We're all reminded of things and we're going to get to years in just a second. We all remember the British are coming. The fact is if Paul Revere got on his horse and left the Old North Church, he would have been shot within about 20 feet if he was yelling, "The British are coming." That is one of the most misinformed moments in history that we all have been taught.

04:52 McAllister: We also think that he did the riding. Well, I mention the poem because the poem is wrong in about 60 different places. At least four but probably 50 people did it. But what works, the simple repeatable idea was one is by land, two is by sea. So when they found two lanterns in the Old North Church, he rode through the streets screaming, "The regulars are coming out," so he wouldn't get shot by the British, like I said, were already there. But two by sea they knew that they were coming across the Charles River. This is why we are all eating Freedom fries instead of fish and chips because the idea was repeatable, the idea was simple, and the idea that way took off and then it spread in ways that we now can remember pretty easily.

05:44 McAllister: The third commandment that we talked about for ideas to spread is you need to make the person proud to spread it. You need to make the person proud to share the idea. This is Blake Mycoskie, who's a friend of our family and also the founder of TOMS Shoes. These are TOMS Shoes that I'm wearing for effect. TOMS Shoes basically changed philanthropy within the last couple of years. Blake's concept, after he traveled the world, was, "If I sell somebody a pair of shoes, I'll put a pair of shoes on a child in the Third World somewhere." It's very simple concept, one for one. It's repeatable because you understand exactly what he's doing and people are proud to tell it. It's hard for me to walk down the street, people would know the brand, they come up. They see these shoes and a lot of people are familiar with it. People are so proud to tell the story, are proud to wear the shoes because it's a symbol that you're doing something to help kids in the Third World. Why is that important? One of the biggest barriers to education in the Third World is soil-borne illness. Kids aren't allowed to go into the schools unless they have shoes on their feet. So, by putting shoes on peoples' feet, on kids feet, they can actually get an education and people are proud to tell that story.

Published on: Aug 22, 2012