Sunday, February 21, 2010

Not (Just) Another Marketing Workshop



Thanks to the San Francisco Foundation "...on Thursday, February 18th...a panel of distinguished experts from the worlds of sports, healthcare, and tourism...Patrick J. Gallagher...[very recently retired] president of the San Francisco Giants; Bernard J. Tyson...executive vice president of health plan and hospital operations at Kaiser Permanente; Lisa Hasenbalg...recently joined the San Francisco Convention and Visitors Bureau as director of arts & culture marketing."

It was a very interesting set of presentations. Tyson was just fantastic and very humble, despite having a profound impact for the better through KP's thrive campaign

Tyson's message emphasized the importance of: "Reinventing Language, Championing a Cause and Redefining the system," noting KP "Changed from health care to health."

To download Tyson's slides click here.

Tyson was compelling and wonderful. He tried to make it clear that he was NOT a marketing person. "I run things. I make things happen through a wonderful cadre of people who are committed to the mission of the organization."

When considering marketing efforts, Tyson reminded the audience to "think about tapping onto the aspiration of what people want," and looking at how Starbucks redefined how people ordered coffee. "Starbucks as the 3rd place, the place between work and home – the 21st century bar”

Gallagher was great. In talking about parallels between sports marketing and art marketing he noted -- none of us ever enough money to do what you need to do; nobody has enough time; and the reality is nobody needs any of this stuff. Art and sports are not necessarily staples. Even though people don’t need it they all want it. When you read obits – boils life down to a paragraph. Things about what they say they want to do – “huge Giants fan” or Patron of the arts" are always there.

What else did Gallagher say?:

- People are looking at the whole show, not just what’s on stage…spend some time thinking about these things – parking, etc…

- One of the resources that you have is the people who are the front lines with your customers

- Listen to your customers. They will tell you what you want.

Lisa Hasenbalg was also good, but the two "non-arts" presenters were the real show in a way. Hasenbalg seems to be a strong asset for SF. It was so refreshing to listen to her talking about arts in SF and to know I was now to be working at an SF Arts organization again, though. And she did make note that Pow Wow will be in SF in 2011.

To download Hasenbalg's slides, click here.

Then as we moved into the Q&A segment a few more jewels were dropped:

Gallagher shared that once, around the Giants office, they "flipped the org. chart," so that instead of being top-heavy with a few execs, the support staff -- the widest part of the pyramid was on top, noting that "the people at the 'top' have the closest interaction with the customer." He went on to add, "If people are happy where they are working, it’s contagious." And when asked about Capital Campaigns he observed, "The element in the Capital Campaign is not about levels of donors – but find the magic in what you do."

Toward the end Tyson proclaimed, "HAVE FUN – the sweet spot for Kaiser Permanente is to create art from people…life is complicated, say [your message] from an aspirational stand point…"

This event was sponsored by the Wallace Foundation in partnership with The San Francisco Foundation and Grants for the Arts. It is one of a series of community events comprising the four-year, $7.7 million Wallace Foundation Bay Area Initiative.

No comments: