Sally Hogshead: A View From An AdGuy Conversations

In the Spring of 2010 I had the privilege to sit down and speak with Sally Hogshead when she visited Toronto as a speaker during the Art of Marketing shortly after the release of her newest book "Fascinate".

Sally is passionate, bright and brilliant thinker. I have referred to her as a "big brain". Her newest book and our time together proved to be a wonderful learning experience and left me motivated and inspired.

Fascinate is very smart, easy and a great read. Sally divides her concept of fascination into seven universal triggers: Lust, Mystique, Prestige, Power, Vice, and Trust. Each is explained an in-depth study that explores the influence these seven triggers hold over people. Each is deeply a rooted pattern in how we react and become fascinated in our learning, engagement and influences our decision making in all parts of life. The book asks the question, what triggers cause us to make decisions, make purchases and motivates us to make changes in our lives.

Sally calls upon her experiences as a marketing innovation consultant and ad-agency entrepreneur for companies such as Target, Nike, Mini Cooper and Harry Winston Jewelers. Advertisers can longer just try to impress audiences with bold executions, the challenge today is communicate wth consumers beyond the bounds of rationality. Knowing what fascinates the consumer, building a personal message that triggers a response is the key.

Knowing your brand is one thing, knowing how to make it fascinating is now the key. When applying a trigger to a brand, take the Apple iPad as an example, the primary trigger is "Lust" and the secondary trigger would be "Trust". Apple has created a customer who lusts for their products, while based on a trust built on the quality. The more passionately someone feels about your product, the more successfully you’ve transformed a customer into a "lustomer".

Sally took the time to review my personal triggers. My primary is "Trust", secondary is "Prestige" and my dormant trigger is "Vice". Rare and interesting for me being a college professor. Episode Six below reveals her response and how I can call upon them.

This book is a very smart and fresh look at marketing, and how and why we need to change marketing strategies within the changing economy and new media available.

Our conversation was centered around how to help young AdLanders find their path and what it takes, and she had plenty of great advice and thoughts were we are are as a business and where we are heading.

She is one of the most engaging people I have ever met.

I wish to thank the kind folks at The Biz Media for providing me with the video and editing of each of the pieces. They are great group of guys who know how to get the job done and make everyone feel very at ease, and I really thank them for that.

Sally Hogshead Related Links:

sallyhogshead.com

Read more about 'Fascinate"

How Fascinating Are You? Take the "F Score" Test

Sally Hogshead YouTube Channel

HogBlog Thoughts and thinking on Radical Careering

Download a free PDF copy of Radical Careering

EPISODE ONE - HOW IT ALL STARTED

I asks Sally about how she got started in the ad industry. She reveals her interest in Sociology, and discusses the influence of society and on the consumer.

Sally offers some insight into the self-doubt that is inevitably experienced by every young "AdLander".



EPISODE TWO - GETTING OPINIONS, KNOWING WHAT TO ASK

Sally discusses dealing with rejection, and the importance of finding a place that nurtures and supports young talent.

She touches on the advantages of working for a big agency and offers some insightful advice on the ever-important informational interview.



EPISODE THREE -ADVERTISING TODAY

Sally offers her thoughts on the advertising industry today, including how it has changed since Madison Avenue was the capital of it all and where its going in the future. In addition she offers her opinion on social media, inventing new media, and coming up with big ideas that are persuasive beyond the media platform.



EPISODE FOUR - THE BIG CAREER CHANGE

Sally talks about her career as an author and touches on the personal journey behind her first book, Radical Careering, and discusses how the career journey often affects the individuals self-perception. She talks about potential, and reveals her desire to bring a new way of thinking into the career category.



EPISODE FIVE - FASCINATE

Sally talks toabout the origin of her newest book, Fascinate AND reveals the books non-marketing approach to understanding consumer behaviour and talks about interpreting marketing in a more instinctive way.

Sally offers her opinion on earning trust from the consumer, and the importance of effective reactive campaigns.



EPISODE SIX - "FASCINATE" WHAT'S YOUR TRIGGER
Anthony Kalamut talks to Sally Hogshead about the F-Score test - the main focus in her newest book, Fascinate.

Sally talks about the F-Score test - the main focus in her newest book, Fascinate and the importance of earning the consumers trust, and the inherent right-brained/left-brained nature of many consumer triggers.

The Genius That is Sally Hogshead

If you missed Sally Hogshead back in early March during The Art of Marketing Toronto that's okay because there are two opportunities to hear her "genius".

The easiest depending from where on the globe you are reading this from is through this video that was recently posted by Sally.  The only thing missing is a "LOVE" button rather then the traditional "LIKE" button.

You will watch her captivate the crowd of over 1,500 advertising, marketing and PR practitioners. She speaks of the origins for her brilliant new book "Fascinate" and the "Seven Triggers", and on to sharing "Jägermeister" shots with an actual "Jägermeister" virgin.

The other way to catch Sally is on June 14th in Calgary at the Epcor Center where she will speak again at The Art of Marketing West. This is a "not to be missed" conference for anyone living and breathing in the MarComm industries.

I really love Sally and her overall energy. She is brilliant, inspiring and most importantly FASCINATING!!!

Enjoy! I am sure you will see the genius of Sally Hogshead.

Sally Hogshead - The Art of Marketing March 3rd, 2010 Toronto

The Art of Marketing - Calgary Monday, June 14th, 2010

9:00AM – 4:30PM

EPCOR CENTRE for the Performing Arts – Jack Singer Concert Hall

205 8th Avenue S.E.

https://www.theartofmarketing.ca/register

A View From An AdGuy - "Conversations With" Series

The original purpose of this Blog was all about taking and presenting "ideas" and "concepts" that are unique and inspiring and adding my personal views, thinking and opinions that will hopefully inform young "AdLanders' with insights that will help them further develop their creative thinking and ask more questions.

Since the beginning the blog has grown in popularity among young "AdLanders", in addition it has also developed a following with some of the industry leaders who have in turn have provided their thoughts and assistance in bringing deeper details and insights to several postings. I am thankful to those who have lent opinions and suggestions. Some have been kind offer time for online interviews.

Recently, a suggestion was made to begin a "video" interview series after several people viewed my short video interview I did last fall in New York with George Lois and I am proud announce that this has become a reality.

The first in what I hope will become a series of "A View From An AdGuy Conversation" has been completed and will be posted in the coming days.

I had the privilege to have sat down with Sally Hogshead while she was in Toronto in early March when she was in town speaking at  the Art of Marketing Conference. We chatted about everything from her new book "Fascinate", how it all started for her, where she sees the future of advertising and a few ideas on how future "AdLanders" should approach their planning and thinking as they get ready to start in this crazy business.

My hope is that this new series will continue to grow, certainly via video and audio interviews plus the occasional Q&A interview.

I wish to thank Dan Demsky from TheBizMedia the Toronto based video production company that so generously shot, edited and presented the Sally Hogshead interview.

Peace and love,
Anthony


TheBizMedia.com Promotional Show Reel

The Future is Bright - The Art of Marketing Conference Toronto

Mark your calendars for Tuesday March 2nd, 2010 for The Art of Marketing Conference at the Metro Toronto Convention Centre. This is will be one of the events that will be both informative and inspiring.


This exciting one day conference will feature six internationally renowned bestselling authors and leaders who will share an exciting blend of cutting edge thinking and real world experience on today's most critical marketing issues.
No question the biggest topic on every marketing communication practitioners mind is how to get a clearer understanding of how the marketing world has changed, what role communication now plays in the buying decision and the impact on the business bottom line and ultimately how the consumer views, interacts and positions a brand in a very crowded and over saturated marketplace. Cutting through the clutter has always been critical, but now consumers have a bigger say in the success and more often the failure of a strategy.


The Art of Marketing event has a stellar group of speakers on tap. Best selling authors and industry influencers include Seth Godin on Leadership & Creativity, Dan Heath on Strategy & Communications, Mitch Joel on Digital Marketing & Social Media, Max Lenderman on Branding & Experiential Marketing, James Othmer on Advertising & Branding and the brilliant career and strategist Sally Hogshead on Persuasion & Influence. 

The day will kick-off with Mitch Joel the President of Twist Image, one of Canada’s best Digital Marketing and Communications agency. When Google wanted to explain online marketing to the top brands in the world, they brought Mitch Joel to the Googleplex. Marketing Magazine dubbed him the "Rock Star of Digital Marketing" and called him, "one of North America's leading digital visionaries."

He is has been named one of the most influential authorities on Blog Marketing in the world. He is also a Blogger, Podcaster, passionate entrepreneur and speaker who connects with people worldwide by sharing his marketing insights on digital marketing and personal branding.

Currently Mitch has 14,320 followers on Twitter where he shares endless amounts of information. Mitch is without a doubt one of Canada's most influential contributors in Social Media.

Seth Godin was called by Business Week the "World’s Foremost Marketing Guru" and “Ultimate Entrepreneur for the Information Age,” Seth is a best-selling author, entrepreneur and agent of change and draws upon his best-selling books and years of being a marketing pioneer to bring audiences of all kinds to their feet.

He will address the topic of "Leadership and Creativity", he focuses on the creative thinking necessary for a business to create a “purple cow”—an offering that stands out from the crowd and causes customers to take notice. Using real-world examples from extremely successful companies, his lectures reveal the benefits of using creative, remarkable thinking to transform business ideas and practices. In his book "Purple Cow" Seth explored how ideas spread, why the stories companies tell matter, why treating customers with respect pays off and how these and other business decisions determine whether your business becomes invisible or remarkable. Today Seth pursues his work as a change agent full time.

Sally Hogshead has it. Her message is very new and constantly timely. Business has changed, the world has changed, and Sally shows audiences how to stay ahead. She is about release on February 9th her newest book "Fascinate: Your 7 Triggers to Persuasion and Captivation". She is also the author of "Radical Careering - 100 Truths to Jumpstart Your Job, Career and Your Life." I have personally found great inspiration and assistance in my teaching my "career" planning classes in Sally through her blog and following her on Facebook and Twitter.

Her story is very unique, In her second year in advertising, Sally won more awards than any other copywriter in the U.S., and was called “the most successful junior copywriter of all time.” At age 27 she founded the West Coast office of Crispin Porter + Bogusky in the dual role of creative director/managing director. Her work has collected hundreds of honors, and been invited into showcases ranging from “Best Ads on TV” to The Smithsonian Museum of American History. In addition she was part of the team that won the $100,000 Grand Kelly prize for MINI Cooper.

Sally will deliver her unique style that has made her a fascinating speaker that electrifies audiences. Nine seconds. That’s the length of the average attention span today. Just nine seconds! People become distracted by the next product, the next ad, the next option. How can you possibly hold your customers’ interest long enough shape their opinion? She will share her thoughts and give answers on how can you break through the clutter to nail your next sales call, or motivate your internal team? For that matter, how can you influence any decisions?

James Othmer is the author of Adland: Searching for the Meaning of Life on a Branded Planet, and The Futurist  but has pent his professional career at the intersection of art and commerce, old and new media. As a creative director at Young & Rubicam Advertising in New York, this 20-year agency veteran created brand narratives and award-winning commercials for some of the world’s most powerful corporations, including Citi, AT&T, Dannon and Colgate. This experience has provided him with the opportunity to travel the world and meet some of the world’s most interesting and innovative people, from artists and musicians to four-star generals, web designers, CEOs of Fortune 500 Companies and yes, even comedian Carrot Top. His blog "AdLand" has been noted as "Picks up where 'Mad Men' leaves off" by Fortune magazine

His acclaimed first novel The Futurist. The Washington Post wrote, “If Othmer is spilling this many insider secrets, The Powers That Be must want him to – or he’s a dead man. The Futurist was published as a short story in The Virginia Quarterly Review and was a finalist for the National Magazine Award in Fiction.” His latest, the non-fiction title Adland: Searching for the Meaning of Life on a Branded Planet, takes a clear-eyed look at the past present and future of branding. Adland was named a Best Business Book of 2009 by Fast Company Magazine and was on the list of Hudson Booksellers "Best Book of the Year".

Max Lenderman in addition to be an outstanding writer and author, most notably "Brand New World: How Pauoers, Pirates and Oligarchs are Reshaping Business" Max is serves as Executive Creative Director at GMR Marketing. GMR is the largest experiential marketing company in North America, where his work has won numerous industry recognitions, the latest including the 2009 Effie Award and the 2007, 2008 and 2009 Ex Awards. He previously founded and ran Gearwerx Experiential Marketing, Canada’s premiere experiential marketing agency, with offices in Montreal and Toronto. In addition, Lenderman is a founding board member of the International Experiential Marketing Association (IXMA)

Lenderman’s breakthrough publication, Experience the Message: How Experiential Marketing is Changing the Brand World, was a Business Book of the Year Finalist in 2006. It was his latest book, Brand New World that caught my eye this past summer and I share as a visionary "must read" for my students in terms groundbreaking marketing strategies and the new business models.
He has been interviewed by dozens of news agencies on the branding, communication and strategic subjects, including The National Post, The Montreal Gazette, The Globe and Mail, Report on BusinessTV, CTV, NOW Maagzine, The Hour, Marketing Magazine, Profit Magazine, CBC Radio: The Sunday Edition, and is a former columnist for Strategy Magazine.

Wrapping up the day is Dan Heath is the co-author, along with his brother Chip, of the book Made to Stick: Why Some Ideas Survive and Others Die. Made to Stick was a Business Week and New York Times bestseller, and it has been translated into 23 languages. Amazon readers voted it one of the top 100 books of 2007, and Amazon editors named it the #2 business book of the year.

Dan co-authors a monthly column for Fast Company magazine and serves as a Consultant to the Policy Programs at the Aspen Institute. He has taught and consulted on the topic of "making ideas stick" with organizations such as Microsoft, Macy's, Nestle, and the American Heart Association. Prior to joining the Aspen Institute, Dan conducted research and wrote case studies for Harvard Business School, and more recently, he worked and taught in the executive education division of Duke University. Dan is also the co-founder of a start-up textbook publishing company in Austin, TX, called Thinkwell —Thinkwell will celebrate its 10th anniversary this fall.

The good people at The Art Of Marketing wanted to make a special offer to those of you who are connected here in this community, so here's the deal: if you sign up to attend The Art Of Marketing  using this link you will get the special rate of $349 per person. Please use the promo code: RK28. Tickets will likely go quickly, there are  two types of tickets available general admission seating which includes the full day conference and speakers fro $399.00 plus taxes. There is also VIP package that will include seating in the first 5 rows, lunch and copies of books from select speakers, this package is $499.00. The promo code will discount both packages.

I have no idea how the producers of this event can pull off a show like this with such a high-calibre list of speakers for only $349 a ticket (Canadian, no less), but that's your gain as you can easily see this truly a stellar group of speakers coming to Toronto.

The Art of Marketing - Toronto Tuesday March 02 from 9:00am to 5:00pm
Metro Toronto Convention Centre
255 Front Street West Toronto, Ontario
https://www.theartofmarketing.ca/register

Hog Blog (Sally Hogshead) - One of My Favorite People Delivers Again

Sally Hogshead is one of my favorite people in this crazy biz. She inspires me and in turn inspires so many.

With the last name "Hogshead" it is a given that there is likely an unconventional point of view after surviving years of harassment on the playground. Sally has been described by the press as "audacious," "intrepid," a "mastermind" and "the Oracle of Venice Beach." Today Sally is a speaker, author, and branding expert on radical innovation and career coaching.

She has for the past few years offered some of the greatest insights that I share regularly with my students on career planning, goal setting and life skills. But that is just the inspiration part of Sally Hogshead, she has made me laugh more then once with witty Facebook and Twitter posts.

In just her second year in advertising, Sally won more awards than any other writer in the country, and at age 23, began giving keynote speeches on branding and personal performance. She co-founded her first ad agency the celebrated boutique agency, Robaire & Hogshead at the age of 27 and created notable campaigns for some of today’s biggest and hottest brands. In 2001, Sally founded the West Coast office of Crispin Porter + Bogusky. At CP+B she had the dual role of Creative Director/Managing Director, Sally created and led work for MINI, Rock the Vote, Fine Living Network and Ikea.

Her book "Radical Careering" is often on loan from my office for the whole semester. Radical Careering is a both a must read book and her website/blog "Hog Blog" is must read... regularly.

I was checking in on the the "HogBlog" and came upon her latest format for the blog. A wonderful typographic design and clearly as noted, "ADD Friendly Reading". These little inspirational snapshots are from what she regularly posts on both Facebook and Twitter. Each offers the reader a moment to reflect on their own career and life each day, if not that then a moment to pause and say...Hmmmmmm! A few personal favorites of mine are:

"Passion is not a luxury. It's an imperative"
"The most risky decision is not making one"
"The most risky decision is not making one"
"The best creative thinkers aren't those who can come up with THE brilliant idea, but can keep going when ideas get killed over and over"
"Results + reputation + network = your market value"
"A “balanced” life is not the same as living half-assed" "Options = power. Choices translate to greater control in your career, and in life"
"Circumstances can’t cripple your career as much as doubt or passivity.

If you haven't heard of or never followed Sally, now is the time to start. You will learn, grow and find more about your potential than in any one place.

Additional Hogshead Reading:


Eighty-Three Things I Wish Someone Had Told Me WHile I was Learning To Be Creative
Communication Arts - Slaughter the Sacred Cows

500,000,000 Sperm Can’t Be Wrong 

Congratulations, You’ve Been Fired!  

The Starbuckian Handbook

Geez, I Wish Someone Had Told Me This While I Was Still in School Day One

Geez, I Wish Someone Had Told Me This While I Was Still in School Day Two

Geez, I Wish Someone Had Told Me This While I Was Still in School Part Three