Mike McAllen interviews Andrew Davis author of Brandscaping Unleashing the Power of Partnerships Drew talks about how event planners and organizers can use partnerships to extend the value of their events and meetings. Andrew shares stories and options on how you can make your events content grow legs and keep attendees excited before, during and after your event and get them looking forward to the next event.
Please forward any questions to over to us. [email protected] Also, let us brainstorm ideas for your next event and Drew will come back on the show to discuss real world ideas for brandscaping your next event or meeting. [email protected]
A Show Stopper!
Beth Murray | Conference Coordinator, Education & Workforce Development | PMMI
“Drew Davis provided valuable information to our conference attendees with great energy. He was hilarious and informative, a show stopper.”
Follow Drew on Twitter at @TPLDrew or call him at 617 286 4009 (really? yes really!)
Get the Audio version of Brandscaping on Audible.com here (meetingspodcast link)
Mike: Welcome back to the Meetings Podcast. This is Mike McAllen with Grass Shack Events & Media. Today, on the show, we have Andrew Davis. He is the author of “Brandscaping,” which is also – the tagline on it is “Unleash the Power of Partnerships.” I really enjoyed this book and I wanted to talk to him and I’ve been trying to get him on the show for 18 months now? How long has it been?
Andrew: Feels like that, right?
Mike: I do feel like we’ve emailed a lot back and forth. Mostly my fault because I’m always all over the place. And so are you, actually, traveling and speaking. But anyway, Andrew has a very interesting background. First of all, hi, Andrew. Thank you for being on the show.
Andrew: Hey! Thanks, Mike. Yes, I’m excited to be on it. Thanks for inviting me and I’m glad we finally got together to make it happen.
Mike: Yes. Yes, yes. And it’s very exciting. Well, why don’t you tell the listeners a little bit about your background because it’s very colorful. That was kind of a Muppet reference there. Just tell us a little bit about you and then how it sparked the writing of Brandscaping.
Andrew: Yes. Sure. Well, I started in television and film. I ended up being a marketer, but I really wanted to work in the television and film industry. And my first job out of college was actually at a television station producing live like public affairs programming in Boston. So I produced a show called “Doctors On Call,” which was essentially hypochondriacs calling into a call-in talk show to talk about their ailments for an hour every Sunday morning. And then, I produced like a nightly talk show with a right-wing Republican host in a Democratic state like Massachusetts and it got very fiery every night. So that’s where I got my start.
And then I worked my way through television, writing and producing for The Today Show and for CNBC and MSNBC and CNN and Fox as a freelancer primarily. I even wrote for Charles Kuralt, if some of your listeners are old enough to remember Charles Kuralt, which was a pretty amazing experience. And then I landed my dream job, which you were referring to, at the Jim Henson Company, which is the guys that produced all the Muppet movies and The Muppet Show and Sesame Street and Bear in the Big Blue House and Elmo in Grouchland and Muppets from Space. Those are all the things that I was working on when I was there in the ‘90s.
And after that, I founded a marketing and advertising agency, a digital agency called Tippingpoint Labs with a guy I met who was a journalist by trade, Jim Cosco, also from Boston and a really smart guy. And so, over the last 11 or 12 years, we built Tippingpoint Labs into essentially what a lot of people today might call a content marketing agency, but we just help brands create content that got to their audience and built a real relationship with the people who drive business.
And I just recently sold the business in October. I sold the business and my book had just come out in September, Brandscaping. And so, I’ve been on the road, like you said, just kind of speaking and selling the book. But really, what inspired me to write the book, the book is all about partnerships, and meetings and events in general are actually the perfect definition of a brandscape. It’s a bunch of brands getting together to help rise the tide, help sell more stuff. And when you think about an event, if you get 25 sponsors pooling their resources to put together a great event, that’s the exact definition of a brandscape. You can actually do that in the digital world very easily. And I was inspired to write the book by an experience I remembered from the late ‘90s where I met Tony Bennett when I was working for The Muppets and my job that day was actually to be what they call a “muppet wrangler.” I had to bring Elmo to the Sony Music Studios for one of the episodes of Behind the Music. I don’t know if you remember those shows on VH1.
Mike: Oh yes.
Andrew: Yes, it was a great show.
Andrew: And Tony Bennett, who by the ‘80s was really just a washed up musician. He had a drug problem, he was out of money, he was living in Las Vegas, he was kind of a lounge singer that no one really wanted to hire. And he came up with this genius scheme, essentially, to reinvigorate his career. What he did was he partnered with other famous celebrity singers and sang duets. And what happened was every one of the duets he sang, whether it was with Bono or Cher, it didn’t matter who, country or western singers like the Dixie Chicks, he would essentially be introduced to their audience. And I realized immediately that this was an amazing way to reignite a career and that you might be able to apply the same ideas to marketing. And so Brandscaping kind of reveals those ideas. How can you partner with other people to get access to their audience by creating content that you both need?
Like, Mike, this podcast is a brandscape, right? Like you’re going to share my message with your audience and I’m actually going to share your podcast with my audience, just because I was on it. That’s a very simple version of a brandscape.
Mike: Yes. The book itself, I really enjoyed the book because of all the examples. It’s always easy to read these – I’ve actually slowed my marketing reading book, but reading all these books all the time, and they don’t always have good examples. This book has a “shockfull” of – “shockfull? Chockfull.
Andrew: That’s the thing, it’s a “shockfull.”
Mike: “Chockfull” of examples, and it got my mind whirling. As we were talking before we started recording, I have all these things I’m working on right now, and from this book, I kind of had all these ideas for marketing stuff going on.
Andrew: Well, yes, you’re doing a lot of the right things. Even just having a Meetings Podcast that’s frequently delivered, that’s high quality content, that’s relevant to the audience you’re pursuing is like rule number one for a good brandscaper.
Mike: Yes, and it’s very difficult to do. I mean…
Andrew: Oh yes, this isn’t easy [Laughs].
Mike: No! It’s not easy, and I’ve talked to people who say, “Oh, it’s free to do and you can just do it yourself,” but it’s not easy. But I feel like it’s important and it is a slog thing to do, but it’s so worth it in the end because you’re right, you get to touch people and talk about it and just use it as a marketing thing all the way around. Besides the brandscaping portion that you’re talking about, I’m now trying so many other things with video and just trying lots of different things. Anyway, people should read this book, I think [Laughs].
Mike: Well, you talked a little bit about the TED thing that you do. You do talk a lot of TED. Do you want to talk a little bit about that?
Andrew: Yes, sure. Yes. Well, I mean, what’s interesting about TED – I would imagine most of your listeners are familiar with TED. It’s not very often that I don’t see that anymore. One of the biggest opportunities I think for event companies and event producers is to think of themselves as media companies because ironically enough, media companies have started to think of themselves as event producers. In their world, their revenue is drying up. They can’t figure out advertising in the digital space. They’re giving away their content for free and they’re looking for opportunities to leverage the audience they have, 365 days a year, to turn it into profitable events. And what I think the opportunity is for event producers and meeting planners is to think about how they can go the other way. Take an event that happens once a year or twice a year, or maybe quarterly if that’s how busy they are, and turn them into 365 day a year media opportunities that drive demand for the next event.
Andrew: And when you think of TED, TED was actually started in 1984, and the three products that first were showcased at TED were groundbreaking products. It was the Discman. Do you remember the Sony Discman?
Andrew: In 1984, it was the first portable CD player. The Apple IIc, I think, was the first computer shown there, and the concept of a fractal, which is essentially fractals are self-repeating, self-similar patterns and they actually are what makes CGI and amazing graphics possible. And that one event sparked essentially what has become an unbelievably powerful media brand. The TED media brand today certain is much bigger than just the events themselves, and in three or four days, they actually just take all of their content and release it over time to build an audience. Does that make sense?
Mike: Totally! Totally!
Andrew: [Laughs] So, when you think of an event as kind of a content goldmine and a way to build an audience over time, it’s really about leveraging the power of that event to keep what I call the inspiration phase of the consumer’s mind united with ideas and expose people to your events and that they sign up and say, “I’ve got to go to this next year!” And that’s what TED has done very well.
Mike: Yes. And they’ve even done it locally now. So before it was such an elite thing, but now you can have your own TEDx in your own neighborhood if you want. And then they’re showing those also on their website.
Andrew: Yes, yes. I mean, that’s the media brand piece of TED. I mean, if you start to think of yourself as a brand, TEDx is locally organized. It’s not actually organized by the same people that organize the twice a year big events. The TEDx events are kind of franchises. And when you think of the power of even a platform like Meetup.com and your ability to take your once a year event, big event, and create small events in cities around the world that are chaired by people that have even attended the big event, you’re extending that inspiration phase and you’re encouraging those local people to get together around the same things you cherish. An event, even if it lasts four days, I know how event planners think. You’re stressed up until the day the event starts. You kind of have a bit of relief while the event happens that it’s actually going on.
Andrew: And then, the day it’s over, when I talk to event producers, I say, “Hey, what are you doing next week?” They all roll their eyes and go, “I’m going on vacation!”
Mike: Okay. Yes.
Andrew: You know what I mean? Like, “I’m exhausted! I’m taking five days off. I’m not even going to think about this thing.” And ironically enough, it’s the biggest opportunity to extend the inspiration phase and really ignite next year’s registrations. Like I have this idea – sorry, Mike. If you have questions, jump in, because I’ll just keep yammering.
Mike: No, no. I was just thinking that that’s exactly right. We’ve been pushing that from before I started my own company, with my old company, I worked for a very large production company. And the same thing, we would always talk about the legs on the event and like building up, and then afterwards, then using that content. Sorry. Just keep going. You’re doing great [Laughs].
Andrew: [Laughs] So think of it this way. Just to get it out of the event context for a minute and thinking about your everyday life, I have this idea, I call it the “Consumer Momentum Curve,” right? And if you can imagine just ordering something online, right? Like I ordered Guitar Hero a few weeks ago. Actually, it was a few months ago, but I ordered Guitar Hero online. I was really excited about it coming. And the minute I ordered it, it creates what I call the “anticipation phase” where maybe my enthusiasm for getting Guitar Hero is at like 50%. And as the package comes my way, the anticipation rises, right? And all of a sudden, it’s 100% when it hits the doorstep. The anticipation phase, I’m telling my friends, “Hey, my package is going to be here on Friday. You guys got to come over and play Guitar Hero!” The package arrives. I open the box, I set it up in my living room and I tell all my buddies to come over and bring beer and we’re going to play Guitar Hero and rap Beastie Boys all day.
And then, a week later, my wife is like, “Get this thing out of the living room. You’re not playing it as much.” And three weeks later, it’s in my spare bedroom in a box again and it’s been relegated to the inspiration phase, and before you know it, three weeks later it’s on Craigslist because I don’t play it anymore. These four phases – that anticipation phase, the honeymoon phase, which is that initial enthusiasm, and then the inspiration phase, which is essentially I need to be inspired to reuse Guitar Hero. Like if my friend says, “Hey, I heard your wife is out of town this weekend. Let’s play Guitar Hero,” then I’m unboxing it, right? But as soon as it gets to relegation, it’s pretty much done.
And what happens with an event is the exact same thing. If you watch Twitter before an event, people start tweeting their anticipation. “I can’t wait to go to sunny Orlando and hang out with all the people at this event,” right? “I can’t wait to see Andrew speak or hear from Mike,” or whatever it is. And then when you get there, it’s the honeymoon period. They’re at the height of their enthusiasm, they’re getting new ideas. And what happens when they go back to the office? They go back to the office and people go, “Hey, Drew. It was great you were out all of last week. Well guess what? The crap hit the fan while you were gone and you were learning all the new crap. Don’t bring the new crap in. Fix the old problems!” And the next thing you know, all that inspiration they got is waning, right?
It’s our job as event producers to extend that inspiration phase and give people the tools they need to help educate the consumers that are back at their office that didn’t come, right? And get them to attend next year. So the question you have to ask yourself is how can you extend that inspiration phase and think like a content producer so that you’re leveraging all that great content created during the event to last a year so that your event doesn’t get to the relegation phase where people are like, “Oh, that event’s coming up. I didn’t register. I don’t know if I want to go.”
Mike: [Laughs] So what are some examples of extending the inspiration at the end?
Andrew: Well, yes. I mean, think of TED. Think of the content that you generate at an event as the brand separate from the event, right? So, I don’t know. Mike, what was the last event you produced? The most recent one that’s top of mind.
Mike: We did a Wells Fargo event. It was the last one we did.
Andrew: Wells Fargo like the bank?
Mike: Yes. The bank. It was an internal thing. It’s not a very easy one for an example.
Andrew: No, it’s fine. It’s a fine one. It doesn’t matter if it’s internal or external, right?
Andrew: Even as a Wells Fargo event, let’s just say it was a marketing event to get their marketing people excited about their new campaign. The idea is that instead of making it a one-off hit, actually saying, “Well, look. Let’s create a content brand that’s designed to be watched every Friday by our marketing staff that was at this event to remind them of all the great stuff they learned and keep them inspired to embrace the new messaging, and we’re going to call that show ‘The Wells Fargo Marketing Hour,’” which is a dumb name, but okay.
Andrew: All of a sudden, that brand starts to reignite their enthusiasm and remind them of what they learned, and remind them that that event is very valuable so that next year when they have the opportunity to go or they’re invited or they have the option to decline – let’s assume they did [Laughs].
Andrew: They see and remember the value because every week, you’re providing them with valuable content from the event. So it’s not about marketing the event. It’s about showing people the value you get from it. And that’s what TED has done. TED releases one inspirational speech every single day. One. That’s it. And that’s how they’ve built a formidable brand, a content brand in the marketplace. So formidable that people are clamoring to get into those TED events.
Mike: That’s amazing. Amazing, amazing, amazing! It’s funny, I just went to a Green Day concert here.
Andrew: Oh yes.
Mike: Here in Berkeley. And they’re from here. They lived in the neighborhood here.
Andrew: No kidding?
Mike: In Piedmont, actually. The wealthier area [Laughs].
Mike: I live in Oakland, they live in Piedmont. After the concert – it was such a great concert. They were so amazing – I got back and I immediately was looking for pictures and things on the Internet from it to kind of relive that experience.
Andrew: Yes. I mean, if you want to think music, are you familiar with the artist “Matisyahu”?
Andrew: Yes. So for those of you who don’t know, he was a Hasidic rapper from Brooklyn. Now, he’s not Hasidic anymore, but he’s still a Jew.
Andrew: Anyway, that’s beside the point, but that was kind of his hook, that he’s an unbelievably talented rapper. But he has really created a content brand in and of himself outside of his concert events, and what they do is drive interest in the events themselves, right? So, just take photography, like you mentioned. What he does now at every venue before he gets there to build that anticipation, he asks anyone that’s a photographer from let’s say Oakland because he’s coming to Oakland let’s say next week, he’ll tweet out, “Hey, any photographer interested in shooting my concert in Oakland on Friday and being the official Matisyahu photographer, send me your portfolio on Twitter with your Flickr link, and I’ll pick one of you to get behind-the-scenes stuff, to be the guy onstage taking pictures,” blah, blah, blah.
And he gets these submissions. So that builds anticipation. Then while they’re there, that person is tweeting it out and they’re taking videos and they couldn’t be more excited to be Matisyahu’s official photographer. And what happens afterwards, they have this protracted and extended honeymoon phase because now you’ve got literally thousands of photographs from one guy. And that’s a perfect brandscape. You’ve taken a talent from the local area and even leverage their ability to take great photographs to then expand the Matisyahu brand and also share the story and keep that inspiration phase going.
Andrew: And we should be doing more of that as event producers. I mean, we really need to think about what we do. Think of that as a simple content brand. What if you just tweeted or posted to your homepage one picture from last year’s event every single day with a new caption that encapsulates that moment? That’s a content brand. That keeps you in the forefront of people’s minds. You can tweet that, you can put it on your Facebook page. It doesn’t really matter, but it’s a content brand, even though it’s a small one.
Mike: Yes. It’s interesting to me, like the partnerships. I’ve worked with lots of event planners and I do work mostly with internal meetings for companies, corporate stuff. But, how do you think they can facilitate these partnerships? I know sometimes the disconnect that I get to with the brandscaping for trying to push this stuff for people is the event planners are mostly kind of stuck in logistics. I don’t know if this really goes on till the brandscaping, but it makes me think like getting past this point of how can event planners – besides reading Brandscaping which probably will help…
Mike: But how can they get this information to their bosses who are probably the marketing communication guys or whoever they’re working for to put the events on? Is there a way that they can push this stuff or an easy way to explain it to them?
Andrew: Like you mean specifically on the partnership side?
Mike: Yes. I mean, just in general. I sometimes feel that meeting planners need to break out of that logistical thing and think about, “Hey, what are we doing at this meeting?”
Mike: And then think about that, the legs on the before and after, and get involved in it.
Andrew: Yes. I think you kind of have a branding problem, right? If I am the Corporate Marketing Director and I have an event I want to logistically execute, I call you and expect you just to take care of the logistics, but not add to the value of the overall marketing plan, let’s say.
Andrew: And the opportunity, I think, is for you to come up with a simple idea for them to consider as a product that you can deliver, just like that photo a day idea, right?
Andrew: So, you need to earn your way in to being able to partner with them in a deeper way. And if you say, “Hey, look. I’d like to hire a photographer to shoot this event. Here’s what I’m thinking we could do with it and here’s how I’d like to execute. Are you interested?” I think all of a sudden, you’re starting to reshape the way they think of the kind of value you can offer, and they should start over time, inviting you to those early meetings where they’re thinking of ideas instead of just asking you to execute the plan itself.
Mike: Now, besides being a speaker, do you – I know you sold your company, but do you still help people do this brandscaping?
Andrew: [Laughs] Well, I do, out of the goodness of my heart. Honestly, anyone can call me any time and I’ll rarely…
Mike: [Laughs] I saw that in the book too, you have your phone number in there. I never called it, but I always thought like, that’s really great!
Andrew: No, it’s true. When I decided to sell the company, I don’t really need to do this for profit and I believe that kind of sharing this idea with anyone who is interested enough to call me and chat about it was worth doing. So literally, anyone listening to this podcast, if you’re confused or you’re interested, you can call me. My phone number is 617-286-4009 and I’ll help [Laughs].
Mike: That’s great! That’s great. That’s really great. Did you get a lot of calls from that?
Andrew: I do. You know what? I get about 2 to 3 calls a week that range from, “Hey, I just finished your book and saw your phone number and I wanted to make sure it was a legitimate phone number. This is awesome. Thanks!” to…
Mike: That’s awesome!
Andrew: Yes. To other people who will call and say, “I read your book. I love the ideas. I have an idea I want to brainstorm with you about. Can you spare half an hour?” And every single one of those people that have done that, I’ve made time for and we’ve spent a half hour, sometimes an hour, sometimes five hours, brainstorming.
Andrew: And they range from individual people to marketing executives from huge companies, so it’s been very flattering.
Mike: That’s great.
Andrew: And I usually get an email a day from someone with a question from the book, so it’s been fun.
Mike: That’s really great. And that’s what it’s all about, right?
Andrew: Yes. Absolutely.
Mike: I mean, that’s your brand. That’s your brand. Yes, that’s great. You’re brandscaping.
Andrew: Yes. Well, I mean, it’s a one-on-one partnership, right?
Mike: Yes. And also, that’s the fun part about this, the businesses coming up. Brainstorming is fun!
Andrew: It is. No one calls and feels like they’re chatting with me as a chore.
Mike: Yes, yes.
Andrew: It’s always fun. I think what can happen, or part of my message, is to think big and start small. And brainstorming is fun because you can think big and you come up with some grand ideas, but people generally have problems finding the start small spot, let’s say. That is hard to do. If you said, “Hey, I want to be the next TED, what’s it going to take?” you can paint the picture of what it might look like, but it’s also hard to figure out what that first step might be. And I always recommend to people that they just pick a platform like a YouTube or a Twitter, a social environment where they can start with small pieces of content like a quote a day from last year’s meeting to remind everyone how valuable it was. That’s a start on your way to building a brand like TED. It’s a small start, but it’s the right kind of start.
Mike: Yes. One of the examples that you had in your book was in Chapter 2, the Irna…
Andrew: Oh yes, Irna Phillips.
Mike: Irna Phillips. And I thought that was so interesting to me. I mean, of course I liked your book too because I folded like half the pages because I’m not a highlighter, I’m a folder. So I liked – just the whole thing is folded. So it’s like a big fold. It looks terrible. I couldn’t really hand this to anybody else.
Mike: But that second chapter about her was so interesting to me because it’s like she gave the audience what they wanted, and I think that that is a big issue that in some of these conferences happen. Also, that’s kind of why I want the meeting planners to be more involved, because they don’t always think about their audience. They go up there and start doing what they think they have to do.
Andrew: They’re a stick, yes.
Mike: Yes! And it’s just everyone. I mean, I’ve gone to hundreds of corporate things and it’s just half the people in the audience are looking at their phones now and they’re not tweeting it out. They’re looking at their phones at their email and stuff.
Andrew: Yes. I mean, Irna Phillips is interesting because she’s commonly known as kind of the grandmother of soap operas. She was solving a problem in the marketplace in early radio, which was basically how do I command the attention of – at that time, they were referred to as “housewives” – after the dads and kids have left for school. I need a way to really get these people to listen to my radio station every single day. And she created a show, it was a 15 minute show every single day called “Painted Dreams” and it was just a soap opera. It was the first soap opera. And she realized that what they wanted was some drama in their lives that was told through – told by, I guess, essentially – people that they could identify with, and she had a cliffhanger every episode so that you tuned in tomorrow.
And she ended up getting a margarine manufacturer to underwrite the show, sponsor it every day. And that margarine manufacturer ended up getting bought by a soap company, and that’s why they’re now called “soap operas.” But yes, she took an audience first approach to creating content that the audience couldn’t resist having a relationship with. And if you’re an event producer, knowing who’s in your audience is very easy. Number one, they’ve all been invited or they’ve signed up.
Andrew: And you should know who they are because of the content of the audience, and you have to take an audience first approach if you want them to come back next year or to get value even out of this meeting and you have to take a creative approach to it too so that they don’t just see another PowerPoint of corporate BS, but they actually find themselves thinking about what they’ve been presented.
Mike: Right. And then, in that Chapter 2 then, you went on to talk about Procter & Gamble and how they started.
Mike: Just what you were saying before about releasing photos or whatever about the event, the same thing. They became a media company, right?
Andrew: Yes. Procter & Gamble, as a result of the success of soap operas, actually, it created a company called Procter & Gamble Productions and their only job is to create content designed to build an audience and take into account who that audience is and what kind of content they want, and they were the world’s largest producer of pod – not podcasts!
Andrew: Of soap operas because they knew at the end of the day it would sell stuff. So, when you’re thinking of an event, think of Salesforce’s Dreamforce. I don’t know if you guys have talked about that in the past, but inviting Metallica to play in your conference might just seem like a gimmick, but it’s actually the same kind of thinking that Irna Phillips and Procter & Gamble Productions use to get people to pay attention to their brand and feel akin to it, feel that it’s part of their life, and you don’t build that kind of brand affinity by showing boring PowerPoint presentations that you want to get people involved in. You do it by understanding who your audience is and how you can add value to their lives.
Mike: Yes. And that conference dream force, it’s here in San Francisco.
Mike: And actually, I went to school with Marc Benioff. I went to high school with him. He’s older than me, but I went – he doesn’t me at all. My parents are actually friends with his parents. It’s funny. Anyway, that’s a different story. But he – talk about brandscaping – how about him on it? Have you been to the conference?
Andrew: No, I’ve never been, but I watched it live.
Mike: Yes. So when he walks around and he picks people out of the audience that work with him. I mean, he’s a master speaker.
Mike: I mean, I was just thinking that same thing. He’s bringing in all those audiences from those different companies that work with the Salesforce. Anyway, he’s just amazing. An amazing guy!
Andrew: Yes. He’s a master brandscaper. I mean, any company that has a partnership program is already a brandscaper. It’s just they’re probably not leveraging the content of their partners to actually build their brand and sell more stuff. The guys at Dreamforce and at Salesforce are doing that and they’re very good at it.
Mike: Yes. Another thing too, you were talking about this, about like Procter & Gamble. I was watching Mad Men last night and they had the commercials in between and like we fast forward through the commercials right away. But all of a sudden, there was this old stuff in there and we’re like, “Hold it! What’s that? Is that the show?” And like Lincoln has brought back like their old…
Andrew: Oh, commercials?
Mike: Yes. During Mad Men.
Andrew: That’s so smart.
Mike: Like they had these old ones. So yes. It was like it stopped and we watched it.
Andrew: That’s genius.
Mike: And I thought, “Wow! That was a total brandscape!” Wasn’t it?
Andrew: Yes, that’s exactly right. Instead of inserting your message into programming, working with other programmers to figure out how you can make yourself relevant to what they’re doing is more important. The question I always ask people to think about is ask your partners what you can do to help them sell more stuff. So if you take your role second, your need to sell stuff second, and their needs first, you can actually be very successful. And that’s what Lincoln did. I’m sure they went to the Mad Men producers and said, “Guys, we have all these commercials from the 1950s. You want to reuse them? We’d love you to.” That instills – we just mention the Lincoln brand, which I haven’t mentioned probably in 25 years.
Andrew: At a podcast because they took a smart way and a smart approach to making themselves relevant.
Mike: Yes. And they hired that silver-haired guy who’s…
Andrew: Yes! [Laughs]
Mike: He’s their pitchman too.
Andrew: He’s their pitchman.
Andrew: Oh, that’s right! That’s right! See, the brandscape extends even further. That’s a good one. I’m writing that down.
Mike: [Laughs] Yes! That was just amazing to me. I thought, “Oh, that’s perfect for this podcast to talk to you about.”
Andrew: That’s great!
Mike: Okay. I think we could keep going chatting for the rest of the day. Anyway, I really enjoyed this book. I think people should get it. It’s called Brandscaping. Up on the podcast page, if you want to go, it’ll have all the links to this, but why don’t you tell me where they can find it, where they can get a hold of you again, and of course it will be on the page, and then I’ll tweet this out about a billion times too, this podcast.
Andrew: Hey, thanks! [Laughs]
Mike: But go ahead and…
Andrew: Yes, sure! You can find me on Twitter, @TPLDdrew. T as in Tom, P as in Peter, L as in Labs, Drew. You can call me if you want at 617-286-4009. I’m happy to chat with anyone any time. It makes me sound lonely. Doesn’t it, Mike? Sorry.
Andrew: And you can find Brandscaping: Unleashing the Power of Partnerships at Amazon. Actually, my audiobook just came out two weeks ago.
Mike: Oh, cool!
Andrew: And that’s been selling faster than the book these days.
Mike: Nice! Yes.
Andrew: And it has a new chapter all about micro-dayparting and media modality that you can listen to for free as part of the free sample on Audible and stuff.
Mike: Very cool.
Andrew: So, check it out!
Mike: Yes. And so, what else did you have? You had something else though. You can go to the site or something and do stuff? I’m sorry. I can’t remember.
Andrew: Oh. Well, you can go to brandscapingbook.com. There’s nothing exciting to do there, except check out the book and the table of contents.
Andrew: [Laughs] Just google Andrew Davis and Brandscaping and you’ll find all sorts of really fun stuff. I’ve been writing letters to Warren Buffett. You can read those at letters2warren.
Mike: Yes. That’s true. Yes! I went to the gym this morning and I came back and I was sitting here, kind of preparing a little bit. And I was looking up some of the – there’s some great stuff. I did a search on Andrew Davis in blogs in Google, and some really cool stuff about some webinar you did and people ask questions and…
Andrew: Oh yes.
Mike: I just had gotten to that before you pinged me and said, “Oh, hi!”
Mike: I was like, “Wow! This is great! I should’ve written down all these questions and ask you about all them again.”
Mike: But anyway, yes, I agree. Do a search. There’s all sorts of fun stuff because it’s a neat, neat thing you’ve come up with here with Brandscaping. It’s really fun. I really love it. So, anyway, that’s it.
Andrew: Thanks, Mike! We’ll stay in touch.
Mike: Of course! Yes! And you know what? I’d like to have you back on again because I think we could probably help out some of these meeting planners, and also with your speaking. Hire Andrew. So, that’s it.
Andrew: [Laughs] Thanks! Yes. Well, I’m happy to do another one. You guys should email Michael your questions and we could maybe have a chat where we can solve some real problems.
Mike: Yes! It sounds like a great, great, great thing. Alright! Alright, Andrew. Have a great day and more power to Boston with all these crap going on out there.
Mike: Yes. Take care and everyone keep going forward, yes. I was going to say F those guys, but seriously F those guys and you got to keep it going, yes.
Andrew: [Laughs] Thanks! I’m wearing my [Celtics] here today.
Andrew: I’m still in the city. Thanks again, Mike.
Mike: Okay. Talk to you soon.