Category: Change Management

Change Management, Culture Optimization

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Forrester Consumer Conference – NASCAR Presentation

Mike Helton, President of NASCAR, was a fascinating marketing keynote speaker. He talked about many things that as someone who was a big NASCAR fan as a kid, I was never even aware of that were amazing to learn. Two things stand out:

1. NASCAR is intensely focused on relationships and partnerships.

2. NASCAR has always been focused on customers.

It’s no wonder that they are so successful!

The thirty-one degree banking at Daytona built with customer experience in mind – being able to see the whole track at once! I never thought about it before, maybe the best customer experience involves things you don’t even notice. 

NASCAR is now the #2 sport on TV only behind only the NFL, 75 million viewers

Mr. Helton  believes that access to the drivers is critical piece of the success.

Recently opened a new LA office, NYC office, creating opportunities of NASCAR drivers to be in everyday life and making appearances in show business.

All of the sponsors work closely with licensing and headquarters. Sponsors are critical not only to underwriting the costs, but to other aspects of the sport as well.

NASCAR has always taken advantage of technology. (what a great mantra and it’s true)

NASCAR has racetracks, car owners and drivers who are independent – Mr. Helton expressed amazement that it all works sometimes. 

All in all, when I saw Mr. Helton on the agenda, I truly had no idea what to expect, I saw a new side of NASCAR, one that made me appreciate the other side of NASCAR.

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My Speech at eComXpo Now Has a Contest

In conjunction with my discussion at eComXpo about “Mobile Search Marketing: The Coming Evolution of Chief Marketing Officer to Chief Customer Officer”, I’m announing a contest! Prizes will be awarded via random drawing on Monday, October 30th, 2006, odds of winning depend on number of entries received and viewed via blog search engines.
Prize #1 – Dalka will be giving out one of his famous blog interviews to one lucky winner! (estimated value – priceless!)
Prize #2 – One eComXpo University Pass to allow leisurely viewing of content at a later time after the close of the conference, a great value if you missed part of the show. (estimated value – $99)

To enter, simply answer the following questions in a blog entry before the close of eComXpo:
1) Who exports what cereal to what country and why?
2) Who had a flat tire?
3) What three disparate data sets does David advocate tying together to create a customer driven experience?

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Just Where is Steven Berkowitz?????

Robert Scoble’s got a nice post about Youtube and Ballmer making comments…the post has some interesting detractors in the comments…I like this part the best he says: “The thing is, YouTube is two SEPARATE things: 1) the technology. 2) the community/brand.” I agree, most people focus too much on the technology.

But here’s my bigger question. Earlier this year, MSN hired Steven Berkowitz, the CEO of ASK. I have yet to see one meaningful interview in a five months now of this man, why hire him at all if you can’t delegate the spotlight properly to him?

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Why Executives Are Like Blog Readers

Someone asked me this morning why posts with lists do better on Digg? It’s a good question. I myself have worked for considerable time on many posts I thought were deep, profound and interesting only to see them go nowhere.

Sometimes the post combines other elements like artwork.

My favorite graduate school professor, James Schrager of the Chicago GSB, always preached conciseness in his entrepreneurship class so that executives and people funding your startup can understand it consistently. It makes things easier to digest. Especially if the concept is new to a person which is frequently the case as you stumble upon a random blog.

That’s why executives are like blog readers, yet most executives don’t read blogs, interesting contradiction, isn’t it?

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Google Acquires Youtube – 10 Unanswered Questions

Congrats to Michael Arrington on breaking the rumor and upstaging all of the rest of the media and business press in this matter that became a reality very quickly. Frederick Marckini of iProspect stated that Youtube would be acquired for more than Myspace was, I bet he didn’t think it would be almost three times as much as his guess stated in July! I joked with him that he held a position in Youtube during the session, he probably wishes that he did now…

10 Unanswered Questions:

1. Will users stay with the recently scrubbed and censored Youtube or will they migrate to other alternatives?

2. Why are the investment analysts and “major media” only allowed on the announcement conference call? Why not bloggers, why not the person, Michael Arrington, who broke the rumor and story in the first place?

3. Why can’t the Investor Relations, Press and Blogs at Google ever be in sync? The Official Google Blog still has no information about it. Instead there are posts on “Inside Macs at Google”…very strange.

4. This is what a multi-million dollar rat looks like, will the next of kin receive their fair share?

5. The Google Press Release states “This afternoon, we announced that we are acquiring YouTube for $1.65 billion in stock. YouTube will operate independently following the close of the transaction, which is expected in the fourth quarter of this year.” Why is this the first company that Google has ever kept independent?

6. There are a few theories on number five. I’m no lawyer, but if it’s kept as a separate legal entity, it might be able to limit any content liabilities to that entity?

7. How much is 44 seconds of everyone’s time (maybe a bit more now) worth?

8. Eric was forceful in the call about stating that these will remain separate entities and curiously he asserted Google Video will become even more important. Am I the only one that is mildly confused by this statement? Or is there some larger segmentation or story here?

9. Many people have asked “Why didn’t Microsoft buy Youtube?” With a large stake held by the people who funded Google, it was clear that Google had the right to make the last bid. Microsoft also likely would have had to pay cash due to it’s lack of a high growth currency to purchase Youtube and it’s not certain they could monetize it as well.

10. How long ago did these talks start? I’d say around this time.

What do you think the answers to these questions are?

UPDATE: Due to the popularity of this post, it’s getting alot of spam thrown at it. Comments are closed as of 6/4/2007.