Turning Buzz into BUZZ!
05/04/04
Scott Livengood, Chairman, President and CEO of Krispy Kreme, knows a little about turning natural buzz to media BUZZ: "How do we create buzz? I don't think we do. All the hoopla around our store openings--where people camp out and line up overnight--is truly a phenomenon. It's spontaneous. We don't advertise our store openings. We typically tell the press about an opening, and then it gets reported. We deliver doughnuts to local charities, businesses, and the media. It's very grassroots. Once camping out at store openings started happening, we decided to support it. We do this by making it more comfortable for campers. So we set up tents if it rains. In Australia we even showed a movie outdoors. We believe in playing into people's natural connections to our brand and the ways they choose to express that. I think that creates a lot of power and energy."
Making change work also involves having people notice it is working! Many try and create BUZZ but fail to take advantage of the subtle buzz that is already occurring. Instead of trying artificial means to create buzz, learn to give a bullhorn to the people who are already talking. When you catch change working, capture the natural enthusiasm expressed by those involved. Capture their comments on video and put clips on your website or tell their stories in your newsletters. Nothing motivates people more than seeing mirrors reflecting their own natural excitement. Let your people and your customers be the stars of your change, and then let those stars shine as brightly as possible. Soon others want to join in on the excitement. You turn buzz into BUZZ by making it easier to join the party! What natural enthusiasm are you seeing with your team and your customers that needs to be given a bullhorn. While you are at it, you might add to that enthusiasm by bringing a few of those Krispy Kreme donuts to your party!
A PAULSON QUOTE OF THE WEEK
"Instead of trying artificial means to create buzz, learn to give a bullhorn to the people who are already talking." --Terry Paulson, Ph.D.
MONDAY'S MIRTHFUL MOMENT
This week's fun comes from Cece who is quoted in Dr. Ann Weeks’ WEEKS OF FUN # 407 the Top Reasons to Buy a New Car! Enjoy:
1. Your passenger seat is on the National Register of Historic Places.
2. Instead of an air bag, there is a whoopee cushion taped to your steering wheel.
3. You lose the stoplight challenge to a 14 year old on a moped.
4. Thieves repeatedly break in your car just to steal the "Club".
5. While sitting at a stop light, people keep running up to you and asking if anyone was hurt.
6. For the last five years, you've had to settle for making "vroom, vroom" noises while in the driveway.
When you keep your eyes open for mirth, you just may find it! Hope this kicks off your morning and helps get your mood adjusted for the week. Now, get busy MAKING CHANGE WORK and have some fun along the way!...