* New theme? Can the “Those of You” streak ever rival the “W” mania?
This video is hilarious, but extremely NSFW or people with children in the vicinity. Or people who don’t like cussin’.
For those of you who chose not to watch it, it is a satirical news report about the release of an ambiguous TV add-on device that everyone is clamoring to buy, but which is so complicated and bug-ridden that it’s impossible to actually use. As is the case with most satire, it is so funny because it is so true. We as consumers have been trained by years of mass marketing that we MUST HAVE whatever everybody else wants/has. I know that all of us will say, “Pas moi! I am an individual and make my purchase decisions independently from what everyone else thinks.” But the evidence of people lining up to give their money to someone points to the contrary. (Think iPhone, x-box, Harry Potter books, Cabbage Patch Kids, etc.)
Of course, the fact that nothing breeds success like success is nothing new. But I think too much emphasis is placed on being a blockbuster or best-seller or smash hit or #1. In bar terms, I would rather have a place where people don’t have to line up to get service. A place where not everyone wants to go. A place that caters to a certain kind of clientele, but really nails their specific preferences. I’d rather be the best at doing one thing well for a small group of people than the best at doing many things poorly for a large group of people.
It occurred to me today, as Windows behaved in yet another unexpected and inexplicable way, that my generation is probably the first to remember the days when we knew how stuff worked, and are now living with a bunch of everyday items that we don’t understand the workings of at all.
When I was a boy (now that I’m 45 I get to use that phrase from now until I die), I understood how everything worked, at least basically. For instance, you could look at a car engine (cripes, you could practically climb into a car engine), and know what every part did, and how they all worked together. You could take apart a telephone and clearly see how it worked. I built a crystal radio, so I understood the rudimentaries of that, and, by extension, TV – the only difference was the cathode ray tube, which I also understood. Tape recorders, refrigerators, airplanes, adding machines; even space flight technology was within my grasp.
I consider myself a fan of science, and I like understanding how all things (including living things) work. For a while there, at McGill, where I took MIS and one of the courses taught us how computers work: from the individual electrons up through bits, bytes, assembler and higher programming languages; I even thought I knew how computers worked.
But now I’m falling way behind. I have no idea how flash memory works, for example. The computer I’m using now is so different from the one I “understood” in 1981, they’d be unrecognizable to each other. My car engine is a solid block of aluminum with several computers in it. My freakin’ cell phone has more technology in it than NASA did when I was born.
Right now, as we are learning to apply this incomprehensible technology, it’s fun. Social experiments like Facebook, instant messaging, Twitter, and sending photos and videos from your phone are examples of how people are using these tools to become closer. But this closeness is contrived. It’s too easy. I have “friends” on Facebook that I would never send a Christmas card to, for instance, even if people still did that sort of thing. I am followed on Twitter and get comments on my blog by people I don’t even know – we just happen to have crossed paths on some topic of mutual interest.
I’m not against these “artificial” relationships – I just think there will come a time, fairly soon, when people will tire of virtual companionship and start to rediscover the pleasure of going down to the pub. One of the driving forces of this will be the increasing trend towards working from home, and losing the face to face interpersonal relationships that work brings for most of us. But the more that technology separates us physically, the higher the demand will be for places that bring us together.
Here’s a link to a story about the importance of a bar’s location. That’s all you’re getting today because I’m wall-to-wall work.
As happens frequently, the Weather Network was completely wrong about predicting the weather even 6 hours in advance last night. I find it hilarious that they have a 2 week outlook when they can’t even do 2 days. Actually, to give them credit, I tend to have a medium degree (get it?) of confidence in their 2 day predictions, but anything past that is flipping a coin.
Of course, it’s not their fault. Weather is a hugely complicated phenomenon with trillions of influences affecting what conditions will be at any given place at any given time. The more things that are in play, the less predictable something is. So the rising of the sun tomorrow, with only one influence acting on it (gravity) is as close to 100% predictable as you can get. The path of a billiard ball has only 3 or four influences, so it is highly predictable. The airspeed velocity* of an unladen African Swallow has many dozens of influences, so it’s somewhat predictable.
The point of all this is that the market in general, and whom you market to in particular, have millions of influences. So it’s very unpredictable. Sometimes it’s possible to grasp why things happened in hindsight, but it’s impossible to predict the future almost all the time.
So, given this unpredictability, there are two strategies to succeed: you can design your company and yourself to be as agile and reactive as possible to what the future brings; or you can try to create your own future. I’m not sure which is better, or which is easier, but the latter is definitely scarier.
* I know “airspeed velocity” is redundant, but one must not misquote Monty Python.
Well, since it’s been 8 posts and 15 days since I wrote about anything remotely associated with bars or marketing, I am happy I chanced upon this topic the other day while listening to the radio. It was the perennial discussion about how people get depressed in the winter months because there’s less daylight, and Xmas is over, and the bills are rolling in, blah, blah, blah.
They had on a psychiatrist who I thought had a surprisingly good idea for folks that are feeling down. In December, before you get all bummed out, schedule some periodic activity – preferably exercise-related and preferably outdoors – that you have to commit to. This breaks the vicious cycle of: too tired/bummed to go out, so you stay in and marinade in your misery, which makes you sadder and less likely to go out, etc.
My first reaction to this was, what a great marketing angle for the Theatre! Classes at the Theatre School would be a great weekly activity that would also be fun, energetic, and social. Or simply take advantage of a seat sale or value pack and getting tix for one show every few weeks throughout the winter. Wrap a dinner around that, and it’s a great night out for friends or lovers. Call it the Winter Blues Beater combo or something.
Then I thought a bar would be an even better venue to promote that kind of periodic excuse to get out of the house. Of course you’d have to get some of your patrons’ skin in the game. I mean you could say that having Monday Night Football on the big screen is a great weekly draw, but no-one is committed to attending – they might not come because it’s snowing or whatever and the vicious cycle begins.
So make them “promise” in some way that they will come. Perhaps you organize a bi-weekly ski-day package bus trip that begins and ends at the bar but requires a 50% deposit – that way everybody will show up (and après ski at your place!). Or some kind of friendly team competition like darts or pool that team members will peer-pressure each other into coming out for.
And don’t even hide what you’re trying to accomplish: come right out and say that this will help your winter depression. Your customers might appreciate it.