Michael Staires

Camp stories aren't just for the campfire

Billy Collins taught English for 30 years in the Bronx before he became a best-selling poet and two-time Poet Laureate of the United States. But before all of that, he was a camper.

Mr. Collins takes a simple story about making a lanyard at camp and turns it into a meaningful poem about the special relationship between a mother and her child. How many stories happen at camp every single day that describe this special relationship? Are you doing a good job of...1> capturing those stories and 2> telling those stories?

Camp stories aren't just for around the campfire. If your website or your Facebook page or your blog isn't doing a great job of capturing and telling camp stories...why not? 

(Thanks to Roy Williams and his Monday Morning Memo for the inspiration for this post)

The power of portals

Your ultimate goal is to create web pages that will be sticky enough to hold the reader. So you'll want to make sure you have relevant, content-rich copy full of "scent" for the reader to follow. But you'll also want to select photos that will not only catch but hold attention while reinforcing what you are all about. The other day, we talked about "franking." Today, I want to tell you about the power of "portals." 

This is a great example of a portal photo:

This is a National Geographic photograph that actually shows two portals. One, and the most obvious, is the doorway. Your eye is drawn from the shadowy foreground through the door to the sunlit courtyard beyond. But that's not where your eye stops is it? The next portal is the stairway leading up out of the courtyard to some unknown upper level. This photograph actually captures your eye and leads it where it wants your eye to go. It's a great example on the power of portals. But do you know what the most powerful portal you can use?

The human eye is the most powerful portal for a human to look at. And the human face makes for a very compelling photograph. 

We've talked here before about marketing to mom. The only thing more compelling for a mother to look at than a photo of A child would be a photo of HER child. When you have great pics of kids faces (especially their eyes) you provide a natural portal of interest to the moms who happen to be visiting your site or looking at your brochure. 

When those faces show joy, peace, contentment, fun, and protection you have found a winner. Because those are the exact qualities you want mom to know that her kids will get when she sends them to your camp.

The pic of the kids covered in mud might be fun to look at but chances are it won't communicate the message you're trying to get across to mom. And it's not nearly as sticky as a great pic of a camper's face.

Think you understand Generation Y?

Generation Y is made up of those who were born between 1977 and 1994. That means that those making most of the decisions as to whether or not they are going to send their kids to your camp are in this group. Do you understand them? Really? Are you sure you're not just making some assumptions? 

It's critical that you become a student of those you are trying to reach. How can you effectively write copy or design a brochure or a program if you don't really understand how the decision-makers think or plan or what scares them or or what thrills them? 

Here's a great video that debunks several of the myths regarding this generation. It was done by the marketing staff at the publishers Dorling Kindersley, a division of Penguin Publishing. 

Watch the video and be prepared to go back to the drawing board and throw away your assumptions.

Thanks to Michael Hyatt for the inspiration for this post. 

The things you leave out

When considering photos for your website, brochure or other communications pieces don't forget that what you choose NOT to show can be as interesting as the stuff you show. Sometimes more so.

  

This photo is by Robert Frank. It's a part of his collection "The Americans." It's title is "Parade - Hoboken, New Jersey - 1955." The photo is of the side of a building showing open windows where two people are watching a parade pass below. The person's face on the left is in partial shadow and the person's face on the right is obscured by the flag, which drifts across the open window at the exact time the shutter opens. Many photographers might think that Frank missed the shot. But no, that's exactly what he wanted to happen.

Why? Because the photo is much more interesting because of what it doesn't show. A photo showing the people in the window watching the parade would be normal, average, predictable and forgettable. And our brains have become adept at ignoring these kinds of messages. Our frontal lobe simply says, "nothing interesting here, move on."

But the fact that the faces do not show makes the photo interesting. We wonder about who they are and what they look like. Our brain tries to move away the flag or bring light into the window so it can fill in the blanks. This process is called "franking" and it creates a much more interesting photo and from a marketing point of view, it creates a sticky photo...one that causes the viewer to pause and consider.

Now take a look at this photo:

 

By using the very same technique, the photographer creates interest. How many camp web or brochure photos have you seen full of kids in canoes. And there's nothing wrong with those photos (but more on how to improve those photos later this week) but they've become normal and predictable.

By showing an empty canoe, especially in a communications piece designed for an adult retreat facility, the photo actually creates interest and draws the viewer in. The viewer will put themselves in that canoe and begin to imagine what it would be like to paddle across to the island. And what's on the other side of that island? All interesting...and sticky.

Remember, when choosing photos for your communications you can either be normal and predictable or remarkable and sticky. Choose wisely. Don't forget "franking."

Honor your past.

 
 Ah yes, St. Patrick's Day. Every year on March 17th finds me thinking a lot about my ancestors. In the late 1870's, Michael Sexton, his wife Bridget and her brother Thomas Daily made their way from County Clare, Ireland on the rugged south west coast through Ellis Island and eventually to Rolla, Missouri where they signed their naturalization papers and renounced Queen Victoria on February 3, 1880. (Photo) Michael was my great-great grandfather.

When I think about the guts it took to uproot your life and travel to a new country with so many unknowns, so many things that could go wrong I think about what a wimp I am to complain or shrink back from my own challenges, my own adventures. 

Chances are, you're in the same situation. You've probably got ancestors who came here from some place else. Unless you're like my Lainey (my wife) who is a native to this country. (Cherokee) But in her case, her great-great grandmother walked the Trail of Tears, from Georgia to Oklahoma. Talk about fortitude! Over 4,000 native peoples died on that forced march.

So, what's your excuse? Honor your ancestors. Suck it up and see it through. No matter what's facing you today, it ain't what your forebears had to endure. You can do this. Let's go.

Oh yeah, Erin Go Bragh!

What bold steps are you taking?

(Note: this was first published on this blog last year, March 17, 2009) 

In the fifth century a young Briton, a son of a loyal Roman family was kidnapped by a band of Irish raiders from his home on the shores of Wales and taken back to Ireland to serve as a slave. He was enslaved for six years before he escaped and made it back to Briton. But it doesn't end there.

The people who enslaved him had also captured his heart. He went into the priesthood and made it his life's mission to go back to Ireland and establish churches and monasteries all over the island. It's said that his mission actually brought civilization to Ireland. He became such a legend that folks say he actually drove all the snakes out of Ireland and he was crowned it's patron saint.

His name was Maewyn Succat. But you likely know him as St. Patrick. Yes, one man or woman really can change a whole culture, a whole country, a whole tribe. What bold steps for change are you taking today?

What's your USP?

 I saw this sign earlier at Starbucks. I've used this blog before to talk about how Starbucks "gets it." Although they've made their share of branding mistakes, overall, they know who they are and they know how to protect that...and communicate that.

I saw this sign and I was reminded how much this is like so many camps I've spoken with. "It's not just camp, it's <Fill in your own camp name>. Is a phrase that would pretty much fit every camp. No matter the camp leader...they are convinced that there is no place on earth quite like them. No one sings the songs like they do. No one does the great mealtime programming the way they do. No one has that high of a zipline or that fast of a water slide. Theirs is a one-of-a-kind camp experience. And I totally agree.

So then...why do you write copy that sounds like you're just like everyone else? If I were to read through your website copy or look at your brochure, you seem to be setting yourself up to have the same features most every other camp has. Sure, there are some minor differences. This one offers water skiing and that one offers a film making class but by and large based on your copy, you're really no different from the camp down the road.

"No!" you say, "There's a world of difference between us and them!" Then show me. What is your USP? (that's markeing/advertising lingo for "Unique Selling Proposition.") What is that thing...that feature or benefit or element or feeling or program or meal that is truly like no one else? Come on...I know you know what I'm talking about. What is it that makes your ministry different? What is the unique calling that God put you here for? That's what you should be writing about. That's the message you should be carefully crafting every time you put out a communications piece.

"But what if our USP isn't for everyone?" you ask.

(I'm glad you're asking questions. That means you want to grow and change)

You just can't be the perfect camp for everyone. No matter how much you may want to be or think you already are. In marketing, you've got to choose who to lose. You have to decide what that thing is that you absolutely do better than anyone else. Then put your eggs in that basket. Write about it. Show me pictures and videos about it. Give me some testimonials about it. Tell me why I need it.

When you know who you are and you have the skill to accurately tell me stories about it, you'll find an audience that will beat a path to your door.

Shouting vs. Sharing

 There was a day when the best way to advertise your product or service was to get a big wad of money together and blast your message to the masses. The audience was all pretty much alike and there were only a few options or channels available to reach them. So the strategy was to get your bags of money, put together a great message accurately describing your product or service and then blast that message to as many people as you could afford to reach. Then sit back and wait.

You could guarantee two things would happen. 1> You wouldn't reach everyone. 2> But you'd reach enough. And your message didn't have to be great. Even a mediocre message would attract enough folks to bring you the business you needed with enough profit to buy more advertising and start the cycle over again.

As you no doubt know by now, the Internet (and cable television before that) changed all the rules. First of all, you simply don't have a budget large enough to reach the same audience you used to reach. Whether you're talking radio, television, direct mail, or print advertising, there are WAY too many channels now and you can't possibly afford to cover the bases playing in this arena. 

Secondly, the audience is much more fragmented than ever before. And all these audience segments need to be communicated with differently...using different channels. And...they've learned that they can have it their way. They no longer have the patience to weed through irrelevance looking for the messages that touch them or move them. There are simply too many options. They'll simply go somewhere else.

Back in the day you could just swap out copy, using brochure copy on your website. Or using the same copy from your print ad in your direct mail. This is no longer the case. The same message to everyone doesn't work. When you create a promotional piece for your rental business are you writing specifically to group leaders, with an understanding of their unique needs and desires? When you create something for summer camp are you writing specifically to moms? Does that copy differ from what you put in your last fund raising appeal?

You need to pay attention to this stuff because if you're not tailoring your messages they are likely falling flat and not connecting with your audience. Take a closer look at the language you are using. Then take a look at the way you are putting it "out there." Like I said earlier, the Internet has changed all the rules. You have advantages now that you never had before. Remember, the same message to the masses is no longer the right strategy. 

Need a new strategy? I can help. Email me at mstaires@gmail.com 

It's a brand new day

I was on the phone earlier with Gary and we were talking about the changes that the Internet has brought about. It's incredible what the Internet has done to change all our lives. Certainly way too many ways to list here. I love living in this time. To a storyteller, the tools in our hands at this time are so much more powerful than anything before. (I just read the previous sentence again...man, talk about an understatement)

I don't mean to but I seem to have so little tolerance for those who pine away for the "good-old days." Uh-uh. No way. These are the best days. No doubt about it. Sure there are challenges, but there have always been challenges. 

So when you think about your ministry or your organization and the way the Internet has caused your operations to change, does that cause you to shrink back and wish for simpler times? It would seem to me that you've got a choice to make. You can either continue to bemoan the fact that you don't understand "the Internets" and email blasting and You Tube and Facebook and Twitter on and on and on. 

Or you can embrace these new challenges. Step up and boldly stroll into the learning curve. Hey, it's a brand new day. It's time to take the tools God has placed in the palm of your hand and begin to use them instead of complaining about them. If you're overwhelmed just thinking about it...let me know. I can help.

Just in case you need some motivation...Sting and Stevie say it better than I can.

You can't market from 30,000 feet

 Last week when I was returning from Idaho, I had a short layover in Las Vegas and when we left, I snapped this shot of the Strip as we made a pass over the city. It's kind of a cool pic, but it occurred to me that that's not the best way to see the Strip in all it's amazingly gawdy glory. 

To really experience the Strip, you've got to get down on the ground and walk the sidewalks. You've got to see the lights, watch the people, listen to the sounds, and "feel" the city. To experience the Strip this way is completely different than sitting in a plane looking down at it from high above.

If I were to try to market the Strip experience from 30,000 feet here's what would happen. I would start making assumptions about the experience and even worse, I'd start making stuff up. Of course when I'm making stuff up, I'd fall into the most dreaded of marketing traps...I'd start marketing to myself. I'd start writing from my own perspective because I don't really know what the experience is like first hand. And that's bad.

As a camp marketer, it's easy to sit in your office at your desk and think you know what the camp experience is...even though it might have been months since you've had a conversation with a camper or her mom. You begin to make assumptions about what the camp experience is like when you've never spent a night in the cabins or gone down the zipline or done the midnight trail ride yourself. 

You can never be an effective marketer at arm's length. You've got to get down there in it. You've got to hear the sounds, smell the smells (yeah...smell the camp smells), taste the food, and really FEEL what the camp experience is like. 

If you are outsourcing your marketing or web work, that's fine, even understandable. But does that vendor or volunteer really FEEL camp? If not, you might not be making the valuable connection you need to be making. Good marketing begins with great listening and a willingness to take the time to thoroughly understand and to get down on the ground and experience things up close and personal.