The Need To Plan

The Need To Plan
Andy Stetzinger
2/26/2007


It's Monday Morning of a week that is sure to be memorable. We've got product launches, demos, updates, tweaks, and of course - The KeyThing 24.

Not to mention I've been asked by none other than IBM to review a User Interface on Tuesday Morning.

When I told Wendy about the KeyThing 24, she looked right at me and said, "Are you crazy?". Perhaps I am. However, I don't think so. Looking back, I was able to develop a full product in the back of minivan from Orlando to Atlanta. Of course, it didn't have any marketing to it, nor strong copy, or anything else that makes a product strong.

So what's the secret? What do we need?

Simple. A plan.

Without a plan, we'd be lost. The event would fail. It would be a disaster. An embarrassment.

To accomplish the tasks at hand this week, much more than just a work plan had to be established. I had to coordinate my personal schedule with the work schedule.

Step 1: Communicate with family and friends
If they don't know what you're doing, they're going to call, they're going to try to make plans, they're going to attempt to steal you away from your objective. Your family has to understand the schedule change so they can work with it.

Step 2: Establish "big picture" plan for other work items
Scott and I have planned out various things for as long as 6 months down the road. We know what's coming up, no need to spend time on it this week.

Step 3: Clear all non-essential items from my calendar
A review of my calendar, some emails and phone calls, and I've pretty much cleared everything off of it that I can.

Step 4: Deactivate Voice Mail on the phone
A phone call to my carrier, and I've disabled voice mail for the week. They have even scheduled it to be reactivated on Saturday, March 3rd.

Step 5:Dietary Supplements
I know I'll be working longer hours, and will be getting less than what my body needs to take in. So, natural dietary supplements have been added (nothing illegal going on here!)

Step 6: Elimination of distractions
I've also restructured my office a little bit. Took care of some clutter, and re-arranged some items as to not distract me. Also, during this time, I'll be wearing my noise canceling Bose headphones and listening to some good grooves.

Of course, with the headphones on, I won't hear the phone, and they can't leave voice mail...

Step 7: Scheduled breaks and downtime
There is no way the whole week can happen without knowing when a break is upcomming, or when I can rest my eyes and mind. So, breaks are setup in advance.


The plan is a simple, basic, strategic approach on how to handle any high-item week. One thing that is vastly important in all steps in order for the plan to succeed is communication.

Without communication in every step, the plan will not work.

Well, here's to a great week... check the podcast, KTTV, and newsletter for more this week...

~Andy

Now... Technology Drives Media

Now... Technology Drives Media
Scott Dennison
02-20-07


According to Lynn Fantom, chairman/CEO of ID Media "Technology has revolutionized the media business, given consumers new entertainment options and new ways to control media and advertising consumption." An interesting point of view for someone whose company is steeped in old, traditional marketing models. But the facts bear out her beliefs.

As an example, have you seen the Web-only Reality TV show known as Cube Fabulous? Just recently they hit 100 million streams and advertisers are jumping on the bandwagon. Some that are already involved include Monster.com, AOL.com, and Honda.

What do they know that you are so far choosing to ignore?

You see, "Cube Fabulous" episodes are seven minutes long in which a team of castmembers do a makeover of someones cubicle/work area. If you have not seen one of their episodes, pop over to www.cubefabulous.com and check it out.

While I think you will find it entertaining, I might suggest you look at it and try to understand the big lesson contained in these shows.

CEO Matt Wasserlauf of Broadband Enterprises, creator of the show said somthing that should be another clue for you. He said: "After 50 years of history on TV, we're seeing a huge shift in consumption of entertainment. The online video space is growing and this is a huge opportunity because there hasn't been a focus on creating programming and advertising in such a unique channel before."

As I have written in this space before - IT'S COMING! What is "IT"? It is the convergence of TV and broadband Internet. What would be the impact on your business if you were to begin developing an online entertainment offering that your niche market customers are seeking? In the process you expose your viewers to your product and service in new ways. Less non-invasive ways.

Then simply by investing a few minutes each week, over time you will develop a library of valuable content which can and should pay-off for years to come. Is there any downside to that?

~Scott
KeyThing Marketing Technologies

Alexandria Brown's New Home

What is VideoPaste and Immediate Proof?
We're glad you asked! And, as we have often said, actions speak louder than words.

Press play on the video, and you'll get a peek into Alexandria Brown's new home.

This is just a small example of what you can do with VideoPaste and Immediate Proof.

Through The Looking Glass

Through The Looking Glass
Scott Dennison
02-13-07


A few weeks ago I wrote about how unfolding events made my partner, Andy and I look mighty smart and that we should be invited into the visionary class of leaders. I said this because Bill Gates, renowned to be a mighty smart guy himself, was repeating things I had said many months ago.

One of my teachers used to remind me that if I wanted to appear to be visionary or a genius, I should figure out how things were going to be and then simply tell people "Here's how it should be."

So more evidence is in hand to support my claim that we are on to something here at KeyThing...

The article in DM News started pretty simply by reporting that "Diabetics, pediatricians and their caregivers can get a weekly dose of education and strategic planning with dLifeTV, a national television program airing via the TiVo service."

Let's look closer at this bit of "news":

1) A national television program built to serve a niche market
2) The program is delivered through the new TiVoCast Service via broadband cable to your TV
3) Additional streaming videos are available on their website

To be fair, this is described as big budget type of stuff, shot in studios with expensive equipment and crews. The production is suitable for television broadcast and is in fact available on CNBC.

But what is the big lesson you can take from this news? Set aside the high-end gear, and production team and replace that with some passion for your business and a standard digital camera that shoots video which you can buy for $300-700 anywhere.

Erase the references to the diabetes marketplace, and replace them with your product, service or niche market.

The rest is easy... Regularly sketch out and produce original content that provides value to your marketplace either as hooks to get them back to your site or as products that you actually sell. Invest a few hours on a maximum of 2 days/month on this and in one year you will have at least 25 segments.

And it will be fun! Profitable and rewarding too! It will position you ahead of 95% of your competitors who are too "busy" to even consider it. However, when the inevitable convergence of Internet based content and HD Television is fully developed, you will be sitting on top of the hill, and singing an happy song.

At KeyThing we want to help you see through the confusing language that swirls around the use of various marketing technologies, and determine if you should pay any attention to it at all. If the technology is useful to you - we want to make it easy for you, and to do so profitably.

Andy and I look at new technology products everyday and we can guide you. Make sure you are taking advantage of our other weekly FREE communications. Sign up for our FREE High Tech & High Touch ezine or Podcasts here.

~Scott
KeyThing Marketing Technologies

Just what are you paying for?

Just what are you paying for?
Andy Stetzinger
2-6-07

This morning, Scott sent me some email copy from something that had arrived in his spam folder. I took a look at it, and it's nothing more than someone offering video services.

For $999, you would get the following:

• 1 Video of up to 6 people lasting 5 mintues total
• A "position" on the companies "sample page"
• Your video, ready to post on your site
• Your Video Master, so you can redistribute it.

That's what the email says you get. Now, from a technical stand point, let's look at what you're REALLY paying for, and what you're REALLY getting.

For $999, you REALLY get the following:

• 1 Video of up to 6 people talking for less than a minute a
  piece about you.

Would you sit through 5 mintues of people you don't know talking about someone for less than a mintue?

• They'll show off their work they did for you royalty free with no compensation to you

If people go to this companies website, they're there for information on videos. If they click on the sample videos page, they're not interested in what those people have to say, nor are they interested in YOUR company. They're looking at the video quality and workmanship.

• Your video, ready to post on your website

Allow me to rephrase that for you - "Once we're done with the video, we're done with you." If you recall our past newsletters, we talked about concurrent connections and available bandwidth, and why you shouldn't host a video on your own site. Simply not a good idea.

• Your Video Master, so you can redistribute it.

The only time this would be of any use is if you were planning on distributing old content to people.

So, allow me to recap what you're getting for $999:

• A long video that most people won't watch in its entirety
• Your video on a non-related website with no monitary compensation
• A "relationship closing" handoff of your content
• A master copy of your content, in case you want to use old material later on

What exactly are you paying $999 for?

• Someone has to pay for the camera they're using
• Someone has to pay for the media in the camera they're using
• Someone has to pay for the employee doing the recording
• Someone has to pay for the expensive video editing software
• Someone has to pay for the employee doing the editing
• Someone has to pay for the expensive video encoding software
• Someone has to pay for the CD/DVDs used to put the videos on

I won't go into great detail about KeyThing's "Immediate Proof" software, - but I will say this: For a mere fraction of the cost and time, you have a better solution available to you.

If you're not already getting our weekly free newsletter, or not subscribed to our weekly free podcast, you might want to do so now. We'll be announcing some very interesting things this week.

~Andy Stetzinger
KeyThing Marketing Technologies
Subscribe To Our Free Weekly Newsletter
Listen To Our Podcast