Enchantment Book Chat #4 - Chapters 5 and 6

Chapters five and six point our attention to the implementation phase of enchantment. Two big tasks come with implementation--launch and overcoming resistance.  Both are huge hurdles for any business.

Questions for this Book Chat:
1. What brand can you think of that has a great story?  Even if you don't personally use or even like the brand.
2. Which is better increasing or decreasing the number of choices available to customers?
3. Generally college students are eager and willing to try new things.  When have you found yourself to be reluctant?
4. How have you seen social proof in action?  What happened and how were people influenced?
5. How important is it to enchant all the influencers?

Enchantment Book Chat #3 - Chapter 4

In Chapter 4 we learn about the importance of being prepared (the Boy Scouts were right), and the pitfalls that come if you aren't.

Questions for Book Chat #3:

1. What/who is in your Enchantment Hall of Fame?  Which of the necessary qualities listed does he/she/it have?
2.  What is your reaction to Guy's trash can experiment?  What have you ever seen or tried that was similar?
3.  What company have you noticed that has "Removed the Fences"?  Or the flip side, what companies have built unnecessary fences that make doing business with them more difficult?
4.  Anything else from Chapter 4 that "enchanted" you?

Enchantment Book Chat #2 - Chapters 2B & 3

Here we go with round #2 on Enchantment.  I hope you are learning some key points from Guy.  I think someone's been quoting him on Facebook, so I'll take that as a good sign.

Questions for this time:

1.  What do you think of Guy's other Likeability factors?  I'm particularly interested in what you think of his encouragement to swear, especially when there is some perception in the world that swearing is for people who don't know what other word to use.  See previous post on the importance of a strong vocabulary.
2.  Do you know any Mensches?  Which characteristics does that person exhibit?

Everyone should answer:
3.  What is your positioning statement?  How did you arrive at your statement?

Enchantment Book Chat Chapters 1 & 2A

Hopefully you've begun reading Enchantment by Guy Kawasaki, and started thinking about "The Art of Changing Hearts, Minds, and Actions".

Here are the questions for the introductory items through the first part of Chapter 2. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. (Feedback for this assignment should be go in the comments section of this post.  You have until the next Book Chat is posted to answer.) 

Here are some questions to help you get started.

1. What are your thoughts on his premise that, "When you enchant people your goal is not to make money..., but to fill them with great delight."
2.  What is a brand that delights you?  How is delight better than just good?
3.  What is your reaction to Guy's four factors that make a good first impression?

• Make Crow's Feet
• Dress for a Tie
• Perfect Your Handshake
• Use the Right Words

Book Chat - Chapters 14, 15, 16, and 22

This is our last installment of Book Chat for The New Rules of Marketing & P.R.  Although we didn't cover every chapter, hopefully you've done some exploring and thinking on your own.  Responses to these questions are due May 7, 2013 at 8am.

1.  What did you think of the concept of site personality discussed in chapter 14?  What sites do you think do a good job of reflecting their buyer's personality?
2.  The chapter on mobile marketing is very eye-opening.  Clearly marketers need to adapt their strategies to remain relevant in a mobile world.  In fact, the chapter makes it clear that other cultures are more mobile than we are!  What do you think of the statement from Christopher Penn that said, "You want to capture people when they're in the moment, especially if it's a retail or service experience, where you can help satisfy a customer.  You want to take advantage of that warm felling right then and there to capture them."  Has a brand ever reached out to you in the moment?
3. What would you do if somebody surprised you at the airport gate with a free upgrade, drink or snack?  What does KLM gain by these random acts of kindness?
4. There's an app for everything!  Have you ever used the SitOrSquat bathroom finder app?
5.  What did you think of the Amanda Palmer story?  What's your plan to make $11,000 using Twitter?
6.  Companies know that it is important to be "searched well".  Creating content, writing blogs, etc. to improve search results is something Doug Fouts of Xapsis mentioned when he spoke to us.  Blogs might not be the perfect choice for every brand.  What else could use that might have the same result?

Book Chat - Chapters 10, 11, and 12

In chapters 10-12 we are starting to get to the nitty-gritty of planning.  Actual ways to think about the customer, and develop programming specifically for different audiences.  Here are your questions!

1. Chapter 10 focuses on marketing in real-time.  How have you seen "real-time" marketing at work?  Was it successful or unsuccessful?
2. What are your thoughts on the Baked Relief story?  Are you inspired?  Motivated?  How could you take this idea and make it your own?
3.  Chapter 11 discusses the buyer persona, and even uses a college as an example.  If you had to create a buyer persona for Bradley University, what would it look like?  (Pick one of the five audiences and describe.)
4.  Setting aside politics for this one, what do you think of the section entitled "Obama for America"?
5.  In Chapter 12, which of the thought leadership tools have you used in the past?  What did you like/dislike about them?

Book Chat - Chapters 7, 8, & 9

Chapters seven, eight and nine focus again on the tools we have to communicate with our constituents.  Here are the questions for this edition of Book Chat.

1. What do you think of the conceptual change from press releases to news releases.  How does this change impact organizational strategy now and into the future.

2. You've probably seen the Mentos and Diet Coke video (if not, go watch it here).  What do you think of the way Mentos reacted to the situation?  Can you think of other brands that have similarly seized the day?

3. The Rules of the Rave are good reminders.  Which is your favorite and why?

4. Are websites more art or science?  What website have you visited recently that made you sit up and take notice, as opposed to just going about your business?