A perfect example of this was our open house event in Tulsa. Even though it took place in late June, I still hear people talking about our surprise, a special rendition of the song “Downtown,” to help announce our new location in the Brady District. This “interruption” was a complete shock to the crowd, thanks to the help from our undercover friends from Light Opera Oklahoma. The discussion of the event is always followed up by the comment, “That was so cool! Whose idea was that?” 

Thanks to our social media efforts after the event, even those who didn’t attend still got to appreciate the entertainment. We definitely accomplished our goal. The word is out — Saxum is in Tulsa.

Not only did we try to make our event memorable, but we also made it fun. People were mingling long after the official end of the open house, enjoying our signature Saxum drink, delicious food and music. We wanted all aspects of the event to focus on Tulsa, including the décor and our takeaway gift, customized Saxum coasters featuring Tulsa landmarks, including ONEOK Field and the Brady Theater, to name a few.

The real key to the event’s success, however, was that it was different. It stood out among all of the events we attend on a regular basis. You know the ones…the same place, the same people, the same food, etc.  Sometimes what’s supposed to be fun can become monotonous. 

So here’s the challenge – the next time you’re faced with planning an event, consider these tips to make it authentic and memorable.

• Think creatively.  Push yourself past what has always been done. That’s what people expect, and it can get boring. Taking a new spin on something traditional, like a vending machine, can really get people excited about a cause.
• Bring in the wow factor.  If it makes sense for your event, consider doing a Flash mob.  Come on. Tell me these don’t inspire you to do something amazing at your next event.
• Don’t be afraid to go over the top. Sometimes it takes a big statement to get a group’s attention, like this interactive video that brought attention to street violence in The Netherlands.
  
• Customize where you can. We understand sometimes the budget is limited, but splurge for custom items whenever possible. Signature food, drink or take-homes can make a big difference. 

As always, be sure to stay on message and keep it relevant. If it’s showy just to be showy, you won’t accomplish your objective. Don’t leave your attendees wondering what just happened and why. Leave them with something to talk about and something they will remember long after the actual event is over.

Old Spice launched a campaign in Februrary around the Old Spice Guy with a television ad themed, “The Man Your Man Could Smell Like.” This initial ad campaign recently climaxed this month with a flurry of 180 YouTube videos personalized for fans and celebrities alike. The original ad attracted 19 million views, with this latest “Old Spice Responses” campaign resulting in 5.9 million views and 22,500 comments, all since the middle of July.

What’s great about the campaign is how Old Spice and marketing agency Wieden + Kennedy used viewers to go viral, noting that brands don’t make viral videos, users do. To achieve viral success, they not only sent customized video responses to random individuals, but also to celebrities like Alyssa Milano and Ellen DeGeneres. The campaign also took a positive approach, offering valuable, but funny advice, as opposed to a shocking or over-the-top attitude to help the content go viral. This approach made people want to be a part of the experience.

On the other hand, in an effort to be seen as edgy and youthful, Dr. Pepper launched a Facebook campaign in the U.K. with ad agency Lean Mean Fighting Machine (LMFM) that used Chat Roulette as part of April Fool’s jokes by “punking” users, showing them a cheerleader to get their attention then switching her out for someone less desirable. Later, LMFM led a campaign that gave consumers a chance to win £1,000 if they allowed the brand to take control of their status updates on Facebook. This campaign eventually offended a 14-year-old girl (and her parents) with an inappropriate message.

Dr. Pepper later apologized and no longer works with LMFM. This shock value-based campaign backfired. Lesson: when you’re testing the boundaries of good taste, the chances that something could go wrong are extremely high.

The best defense against such risks is a clearly thought out plan of action that spans the life of a campaign. For example, take a look at the tag lines for each campaign.

Old Spice – We make anti-perspirant and laughter.

Dr. Pepper – What’s the worst that could happen?

The difference is obvious. Using new media in interesting ways is just one aspect of successful branding. Consider the following tips before launching a social media campaign:

• Listen: Before you or your company can be a part of the conversation, you need to know what people are already talking about so you can determine how best to contribute.
• Know who you are: Successful companies are the ones that have gotten us interested in their story to the point where we want to share it with others.
• Set rules of engagement: Make sure your company has a social media policy in place that offers guidelines to your employees on the appropriate way to engage in online conversations.
• Determine objectives: Decide what your objectives are before diving into tactics – “we want a viral video” is not an objective.
• Set your metrics: Don’t enter social media until you know what you want to get out of it. Success can include building buzz, more website traffic, increased blog subscribers/leads, etc.
• Consider costs: It’s free to set up a Facebook page or send tweets, but think about staff costs, external fees, supplementary advertising and monitoring software.
• Engage genuinely: Once you decide on what platform you want to engage, do so with sincerity, responsiveness and positivity.
• Access success: Since you already have decided on what success looks like, examine what went right and what could be improved.

Old Spice has set the bar high. Can your next campaign measure up?

These e-patients turn to online health resources to find information in preparation for, or even in place of, doctor visits. While these popular sites can instruct worried parents on how to treat a simple cold or tummy ache, they can also create unnecessary confusion and anxiety about unlikely diagnoses.

In fact, of the 61 percent of American adults looking online for health information, six in 10 of those e-patients say their most recent Internet search actually affected their decision on how to treat an illness or condition.

To help solve the potential problems posed by this wealth of online information, health organizations, hospitals and physicians should consider this old adage: “If you can’t beat them, join them.”

Health care organizations and professionals are beginning to realize their patients’ desire for quick accessibility to medical advice and are creating out-of-the-box solutions, like digital visits, where patients can submit online questionnaires describing symptoms and receive an online response from their physician, including a diagnosis and prescription or a request for them to make an appointment for further examination.

More commonly, patients are connecting with physicians through password-protected portals to refill prescriptions, schedule appointments, obtain test results and e-mail their doctor. Some physicians even conduct virtual visits with the use of computer cameras or use e-mail to track the status of long-term conditions, such as diabetes.

Another way for health care professionals to connect with patients is through the most popular social media channels, including Facebook and Twitter, to provide helpful tips or dispel common medical myths.

Because 90 percent of patients with Internet access want to interact with their physicians online, and one third of those patients would be willing to pay out-of-pocket for this convenience, the marketplace is most likely headed in the direction of increased online health care capabilities.

As a result of this trend, medical providers should be cognizant of potential risks of online diagnoses, patient confidentiality issues and the new liabilities this technology could pose.

Physicians now have an opportunity to establish themselves as tech-savvy, responsive health providers willing to offer a more convenient doctor-patient relationship for Internet-savvy patients and, in turn, increase their e-patient satisfaction.

It’s always fun to talk about change intellectually, but when it comes right down to it, we are all creatures of habit, and significant change makes us all more anxious until it becomes part of who we are

So, it helped to understand that while the Internet is revolutionizing the way the world works, the anxiety about change is not new. I learned that every increase in freedom to create or consume media, from paperback books to YouTube, alarms people who are accustomed to the restrictions of the old system, convincing them that the new media will make young people stupid. This fear, the article said, dates back to at least the invention of movable type.

“As Gutenberg’s press spread through Europe, the Bible was translated into local languages, enabling direct encounters with the text; this was accompanied by a flood of contemporary literature, most of it mediocre. Vulgar versions of the Bible and distracting secular writings fueled religious unrest and civic confusion, leading to claims that the printing press, if not controlled, would lead to chaos and the dismemberment of European intellectual life.”

Sound familiar?

We are living through a similar explosion of publishing capability today, in which digital media can connect the more than 1 billion Internet users worldwide with the click of a mouse. The article contends that this linking of minds and information will free up time for us, giving the educated people on the planet a trillion hours a year of free time to spend doing things they care about. If we spent the bulk of our time in the 20^th century watching television, then that tiny fraction of time freed up now from consumption to participation can create enormous positive effects.

Think about the time we used to spend researching things that were important to us personally and professionally. Now, if we have a question about our health, or the capital of some obscure country, we can find the answer on the Internet in a matter of seconds. Is some of this information mediocre? Probably. But the article contends that while of course there is a lot of dumb stuff online, there is also lots of dumb stuff in book stores.

On the other hand, one can relate to the concerns of those who contend that the innate bias of the human brain is to be distracted. Our predisposition is to be aware of as much of what’s going on around us as possible.

Optimists contend that the task before us now is to experiment with new ways of using a medium that is “social, ubiquitous and cheap, a medium that changes the landscape by distributing freedom of the press and freedom of assembly as widely as freedom of speech.” Pessimists contend that our mental discipline is in jeopardy.

I’m with the optimists.

I’ve been to hundreds of events. Ground-breaking events, ribbon-cutting events and inauguration events. I’ve been to weddings, and I’ve been to banquets. I’ve been to rallies, and I’ve been to meetings. I bet you have, too.

I’d be hard pressed to remember details about any of them. The majority of them have been remarkably unmemorable. So why would Saxum spend our money and our time on an open house reception for our new office in Tulsa?

Our objective for last night’s open house was simple – make it memorable.

When you put creative minds together and throw out the traditional PR playbook to solve problems, good things happen and memories are made. Sustainable solutions mean campaigns that ultimately change public perception.

Good public relations is so much broader than making introductions, securing articles in the local paper and working political connections for board positions. If you say “contribution” and I say “oversized check” or if you say “grand opening” and I say “ribbon cutting” then you’ve hired the wrong firm. The days of hiring agencies only for traditional services is coming to a close. Today’s firms must be creative, serious, transparent, measureable, responsive, resourceful, thoughtful and effective. Or we get fired.

Saxum has a fresh approach to public relations, marketing and advertising. We believe good ideas can come from anywhere, and no matter if they are expensive or free, they must be memorable. We believe social media is a requirement for communicating, not a choice. We know that your brand and your reputation are tied together – and a reputation must be protected. We believe a crisis is a real possibility for all organizations, and a plan must be in place to deal with it. We have invested in telling our clients’ stories with video because people learn in different ways, and written content is just one means of communication. We understand that sustainability and corporate social responsibility are not options, but an essential part of any strategic marketing program.

Five years from now if you ask any of the guests who attended our open house if they remember anything, I bet they’ll say “yes.” Our objective was simple, yet it was strategic. We do things differently.

Like this…

A big thank you to Light Opera Oklahoma for partnering with us for last night’s experience. We are thrilled to be in Tulsa and look forward to making many memories together.

Having worked for years with the franchisees of Thrifty Car Rental and Dollar Rent A Car, I received a strong dose of entrepreneurial spirit. But never in a million years had I dreamed I’d be part of the entrepreneurial world through helping to launch the Tulsa branch of Saxum, a creative public relations and strategic marketing firm.

Lucky for me, I’ve had great support from the Saxum troop, particularly from our newest team member, Chris Oden, formerly with the Tulsa Metro Chamber, where she served as executive director of TYPros (Tulsa Young Professionals). If Chris O. wasn’t already accomplished enough, she was recently named an “Achiever Under 40” by the Journal Record for her accomplishments as one of Oklahoma’s talented young leaders. Then she also made Oklahoma Magazine’s “40 Under 40.” The awards are stacking up on the many shelves in our new building.

We are up and running smoothly in the new Tulsa office at 200 E. Brady. Tom Wallace and his crew at Wallace Engineering are very welcoming, and we appreciate them greatly. Not to mention the added bonus of being smack-dab in the middle of a lot of exciting things happening in Tulsa.

Where else can you walk a block down the street and grab a hot dog from a street vendor near ONEOK Field? It’s hard to do that outside of NYC. 

Speaking of the new place… Our open house for Saxum Tulsa is scheduled for this Thursday, June 24. We are expecting a full house. If you are interested in joining us, please let us know! Click here for more information and to RSVP.

If you’re lucky enough to make it, you’ll be in for a big surprise!

“Saxum is pleased to add Big Brothers Big Sisters of Oklahoma to our client roster,” said Saxum CEO Renzi Stone. “We look forward to a year-long partnership with this dynamic statewide organization, based in Tulsa. They have an important story to tell that we are excited to help share in the communities they serve.”

BBBSOK has offices in Tulsa, Oklahoma City, Bartlesville, Claremore, Stillwater, Ada/Shawnee and Norman.

Step Up is a grant program that will provide BBBSOK with access to a suite of integrated public relations, marketing and creative services at Saxum that will include a combination of strategic counsel, media relations assistance and select creative services.

“We are so thrilled to have been chosen for the Saxum Step Up grant,” said Sharla Hall Owens, Big Brothers Big Sisters of Oklahoma CEO. “We know that with Saxum’s expertise and guidance, the next year will be full of new opportunities to raise awareness for Big Brothers Big Sisters of Oklahoma and, ultimately, positively impact the lives of thousands of children in Oklahoma.”

BBBSOK was selected with the help of recognized community leadership, who guided the selection process. Step Up Advisory Board members include Ann Felton, chairman and CEO, Central Oklahoma Habitat for Humanity; Deborah McAuliffe Senner, president and CEO, Allied Arts; Bob Ross, president and CEO, Inasmuch Foundation; and Rachel Klein, senior director of marketing operations, United Way of Central Oklahoma.

About Saxum
Saxum provides integrated strategies in public relations and marketing for clients at the local, regional and national level. Saxum also provides creative services through its wholly-owned subsidiary Maxus Creative. With offices in Oklahoma City and Tulsa, and a presence in Austin and Dallas, Saxum is ranked 13th of 135 independent public relations firms based on annual revenue growth by O’Dwyer’s PR Services Report and is a member of IPREX, one of the world’s largest international public relations networks. For more information, visit www.saxumpr.com.

About Big Brothers Big Sisters of Oklahoma
Big Brothers Big Sisters of Oklahoma is a donor-supported volunteer organization that provides vulnerable children with a caring adult mentor and friend who, through a professionally supported relationship, stand in the gap to change their lives. In 2009, Big Brothers Big Sisters of Oklahoma served approximately 2,500 children. Independent research shows that the positive relationships between youth in the Big Brothers Big Sisters program and their Big Brothers and Big Sisters have a direct, measurable and lasting impact on children’s lives. The program is proven to improve children’s odds for succeeding in school, behaving nonviolently, avoiding drugs and alcohol and breaking negative cycles. To learn more about Big Brothers Big Sisters and how you can change how our children grow up in Oklahoma, visit www.bbbsok.org.

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Recently, Saxum hired a professional services firm for some consulting. Sure enough, our small account was handed to a 25-year-old to serve as our account manager. Not too far removed from the days of being told I was too young, I found myself skeptically thinking that we had a “young” account representative.

Shame on me.

Five meetings later, I sat astonished at the resourcefulness, flair and confidence from this talented individual. It served as a good reminder that account managers can be just as effective (or ineffective) at 25 as they could be at 55.

For years, Saxum has called the head of our accounts, “leads.” The bad rap that young people get – no matter how talented – is that they are incapable of “leading” at a young age.

Hogwash.

We have client leads, whom we now call “client managers,” of all ages. The traits of a great client manager are embodied by their ability to work with a team who contributes to the account below their experience level or with different expertise, while also utilizing the resources and experience of those above them. The error in some agency models is in trusting the individual to “handle” everything – shown below in our graph.

The professionals who practice public relations, marketing and creative services can be found at all levels of age and experience. It is up to us to find the right fit that will get results for our clients.

1. Update resume, and research job hunting tips for your industry.
2. Update profiles in LinkedIn, and make sure there is no inappropriate content on Twitter or Facebook.
3. Search for jobs in your industry (in our industry, places like PRSA in Oklahoma City or Tulsa).
4. Write terrific cover letter that is customized for the position.
5. Wait for an interview.
6. Practice answering the tough questions.
7. Interview for the position.
8. Follow up with a handwritten thank you note.

From the perspective of someone who interviews candidates frequently, there is a major item on the checklist that is often overlooked: preparing questions that you, the candidate, should ask the employer during an interview.  

If you accept a position with a company, and you know you will be spending the majority of your time every day at that company, don’t you want to make sure it is a good fit for you? Most people are so concerned with getting the job, they don’t stop to ask questions that will ultimately determine their future happiness.

Why are you looking for a new job in the first place? If it is because you are unhappy at your current job, you need to assess why that is the case. Do you feel like there isn’t opportunity for advancement, is your supervisor a micromanager, do you have to travel more than you would like? If so, shouldn’t you be interviewing your potential employer to make sure they fit your needs?

When people neglect to ask me questions during an interview, I assume it is because they are just looking for a job so they can pay the bills, and that they are not interested in finding out if our firm would be the perfect fit for them.  

I recommend that candidates research everything they can on a company prior to interviewing them (you should not ask a question that is easily answered by reading their website) and come with a list of specific questions.

Here is a list of general questions that could be used in most cases:

• What is your management style (or management style of the would-be supervisor)?
• Will this position allow for me to take initiative or will most of my projects be assigned to me?
• How would you describe the culture of the company or culture of the department?
• What qualities do you believe are the most important for a person in this position to have?
• Would I be involved in the budgeting process (if applicable)?
• Do you encourage teamwork and will the person filling this position work more with teams or on their own?

Demonstrating an interest (outside of the paycheck) in the job you are interviewing for will show the employer that you have initiative and that you are genuinely invested in ensuring this is a position you would like to hold for the long-term.

Make a good first impression. Exude confidence, be friendly, offer a firm handshake and smile. Relax and let the conversation flow.  Practice the art of “small talk.” It pays to just chat and take the time to get to know the other person better. Ask them about their business, where they are from, etc. Expressing a genuine interest in another person and their life helps makes them feel comfortable in a new environment. How else are you going to connect with that person? And isn’t that what networking is all about? Hint: people like doing business with people they like.

It’s not all about you and your business. You need to be genuine and interested in what others have to say. Ask questions, listen to their responses and find ways you can help them out. Then, deliver. When they need your service, they’ll remember your favor. The absolute worst “networkers” – and I use that term loosely – are those who seem hungry for your card and then make a dash for the door. While they may become a topic of conversation for others at the event, it’s highly unlikely they’re going to walk away with any new business.

Be prepared.  The last thing you want to do is get stumped on a simple question about your business. Many rely on a “30 second commercial” to explain their business and what they do. It should be concise and convey the key points you want to get across. This is a great technique to use, but be careful it doesn’t sound robotic or rehearsed. 

Keep in contact. Follow up, but do so respectfully. Make sure they know you’re there, but respect their space, and be careful not to come off as being pushy.

Always be on. Any place is a potential place for networking. You never know where you’ll meet a great contact. Who knows? Maybe you’ll make the perfect connection when in the line at the grocery store or coffee shop. Take it from the social butterfly, I’ve met people in the most random places, and some of them are now great friends. These encounters always make the best stories. 

Break out of your comfort zone. Expand your network. If you’re always going to the same places, such as the same organizational meetings, this is your circle. Try attending something different and expand your circle. There’s always a new group of people, you just have to find them. It’s likely that this is an untapped group that your competitors aren’t connected with either. This is a phenomenal way to not only gain new contacts, but also new perspectives. People are habitual; sometimes you need to consciously make a change. 

Utilize social media. We are in the age of online friendships. Why not take advantage of it, and play the game?

Keeping these tips in mind, you’ll be sure to make great connections!