Transcript of Frankel's Free Clinic November 27, 2000

RobFrankel ( (11/27/100 9:03 AM): Whoa, sorry I'm late....Hi Kenneth.

Kenneth A. McArthur ( (11/27/100 9:03 AM): Hi Rob

RobFrankel ( (11/27/100 9:03 AM): I expect that we'll get a lot of Thanksgiving hangovers staggering in...late.

Kenneth A. McArthur ( (11/27/100 9:04 AM): I'm about ready for leftovers myself -- lunch time here

RobFrankel ( (11/27/100 9:06 AM): Well, the Monday after a L-O-N-G weekend is usually slow. If you have an issue, we can talk about it. Or just hang until someone else drops in. No problem.

Kenneth A. McArthur ( (11/27/100 9:06 AM): I'll be right back --- need to check a couple things...

RobFrankel ( (11/27/100 9:08 AM): No problem.....I'm just on "stand by" today...but if anyone is lurking, please do feel free to jump in. I'll be here until 10 AM today, as usual.... (11/27/100 9:11 AM): Entered the room.

Fraser McCulloch (11/27/100 9:11 AM): Entered the room.

RobFrankel ( (11/27/100 9:13 AM): Hi folks! A bit slow today, it being "catch-up" day after the long USA weekend....

Fraser McCulloch (11/27/100 9:13 AM): Rob, how's it going, we talked a few weeks ago about sponsorship.

RobFrankel ( (11/27/100 9:13 AM): Sure Fraser...are you independent yet?

Fraser McCulloch (11/27/100 9:14 AM): Rob, I'm finding that sponsorship is my niche, but the real work/projects are really just marketing and brand activity, do you find this to be the case for you. No I am still under some else's house

RobFrankel ( (11/27/100 9:15 AM): Fraser, what do you mean "marketing and brand activity"?

Fraser McCulloch (11/27/100 9:16 AM): Activity develops from the sponsorship, like direct mail, consumer and business communication to support the brand

RobFrankel ( (11/27/100 9:17 AM): With your connections, you should be able to manage the entire sponsorship, including recommending programs and fulfillment, where you can take additional $.

RobFrankel ( (11/27/100 9:18 AM): Fraser, you're in the PERFECT position to take advantage of the "turnkey" approach. Sponsorships are a big headache that people avoid because they thinks it's too much work.

RobFrankel ( (11/27/100 9:19 AM): And they're right. It IS a lot if you do it right. Which means they'll be glad to pay you....

Fraser McCulloch (11/27/100 9:19 AM): yes, you're right, its making an emotional break, that's my issue, nothing to do with your advice

RobFrankel ( (11/27/100 9:19 AM): TELL ME ABOUT IT!!! We're just finishing up producing the tapes and there's one section that tells all about that part...

RobFrankel ( (11/27/100 9:20 AM): Everyone goes through it. I sure did.

Fraser McCulloch (11/27/100 9:21 AM): yes, you're right, its making an emotional break, that's my issue, nothing to do with your advice

Fraser McCulloch (11/27/100 9:21 AM): yes, you're right, its making an emotional break, that's my issue, nothing to do with your advice

Fraser McCulloch (11/27/100 9:21 AM): yes, you're right, its making an emotional break, that's my issue, nothing to do with your advice

Fraser McCulloch (11/27/100 9:21 AM): Entered the room.

Fraser McCulloch (11/27/100 9:22 AM): server playing up - an I work for an ISP

Fraser McCulloch (11/27/100 9:24 AM): server playing up - an I work for an ISP

RobFrankel ( (11/27/100 9:25 AM): Are you back?

Fraser McCulloch (11/27/100 9:26 AM): Entered the room.

Fraser McCulloch (11/27/100 9:27 AM): Back once again, sorry

RobFrankel ( (11/27/100 9:28 AM): No problem...

Fraser McCulloch (11/27/100 9:28 AM): Rob, would you ever include sponsorship within your brand domain - my sponsorship department sits in brand dept specifically for that reason

RobFrankel ( (11/27/100 9:29 AM): Not sure what you mean....

Fraser McCulloch (11/27/100 9:31 AM): Well, we feel that a sponsorship should only reflect the personality and values of the brand, so sponsorship is like a sub set of the brand

Cindy Nemeth-Johannes (11/27/100 9:31 AM): Entered the room.

RobFrankel ( (11/27/100 9:32 AM): Yes, it's really important that all sponsorships are brand compatible. That means they have to be helpful to the brand and not drag it down.

erik ( (11/27/100 9:32 AM): Entered the room.

RobFrankel ( (11/27/100 9:32 AM): The worst thing you can do is do a deal with a sub-standard brand because they might flash some cash you way.

RobFrankel ( (11/27/100 9:33 AM): Hi Cindy. Hi Erik. We're all moving a little slow this morning....

Cindy Nemeth-Johannes (11/27/100 9:33 AM): Good morning, Rob, Fraser, Kenneth, Erik & azreporter

Fraser McCulloch (11/27/100 9:33 AM): yes, see it all the time

RobFrankel ( (11/27/100 9:34 AM): Think of your brand like your sweet, beautiful daughter: you'd rather have her marry a rich doctor than a richer gangster in jail for murder.

Fraser McCulloch (11/27/100 9:34 AM): Entered the room.

RobFrankel ( (11/27/100 9:34 AM): Or, as Richard Nixon put it when he selected a Vice Presidential running mate: choose someone who won't hurt you.

Fraser McCulloch (11/27/100 9:35 AM): great comparison

Kenneth A. McArthur ( (11/27/100 9:35 AM): Agnew huh...

Cindy Nemeth-Johannes (11/27/100 9:36 AM): Rob, what are the critical elements to establishing your brand identity in the first place?

RobFrankel ( (11/27/100 9:36 AM): The strictest interpretation is that "if they're not helping, they're hurting." The key is how the sponsorship is structured and this is anyone's game....COMPLETELY negotiable.

RobFrankel ( (11/27/100 9:36 AM): Remember Spiro?

Fraser McCulloch (11/27/100 9:36 AM): Rob, I am getting the impression that on line sponsorship may generate brand fits than offline/sports - because there's less ego and human aspects to the on line

Kenneth A. McArthur ( (11/27/100 9:36 AM): Ohh yes... I'm really old!

Fraser McCulloch (11/27/100 9:37 AM): Spiro, I'm Irish !

RobFrankel ( (11/27/100 9:37 AM): Cindy, that's a great question. THE MOST IMPORTANT law is Frankel's Sixth Law: You must be prepared to assume the Mantle of Leadership.

RobFrankel ( (11/27/100 9:37 AM): On the tapes (<--Blatant Plug) I spend the most time on this, because it's SOOOOOO important.

Cindy Nemeth-Johannes (11/27/100 9:38 AM): :-)

RobFrankel ( (11/27/100 9:38 AM): That means you have to have the courage and strategy to go it alone until the rest of the world understands why your solution really is so much better.

Cindy Nemeth-Johannes (11/27/100 9:39 AM): and how important to the Mantle of Leadership is developing strategic alliances?

RobFrankel ( (11/27/100 9:39 AM): I can tell you this is a VERY emotional, far-reaching issue.

Cindy Nemeth-Johannes (11/27/100 9:39 AM): and cash...

RobFrankel ( (11/27/100 9:39 AM): Cindy, it's extremely important. Because it defines everything -- including what you bring to the alliance and how you fit into that alliance.

RobFrankel ( (11/27/100 9:40 AM): Yes, and cash. I have no problem that in terms of lost business, my brand strategy cost me over $100K before it rebounded and took off.

RobFrankel ( (11/27/100 9:41 AM): But my brand strategy is very strong and very profitable as a result. So there's pain, but only in the beginning.

Cindy Nemeth-Johannes (11/27/100 9:41 AM): Well, your strategy is working well. I've referred dozens of people to FrankelBiz. Nobody else is doing what you do, and you're doing it well.

RobFrankel ( (11/27/100 9:42 AM): Thanks...With a strategic alliance, your brand will do a lot of work for you, too. Your partners will know what your brand is BEFORE they start negotiations, which means they'll likely start at a higher level.

Cindy Nemeth-Johannes (11/27/100 9:43 AM): good input -- we spend more time turning down opportunities because they're not a good fit for us or our site

RobFrankel ( (11/27/100 9:44 AM): What's your site, Cindy?

Cindy Nemeth-Johannes (11/27/100 9:44 AM):

Cindy Nemeth-Johannes (11/27/100 9:45 AM): Basic help for small business owners and startups -- we've got hundreds of competitors but stubbornly believe that we're offering it better

RobFrankel ( (11/27/100 9:46 AM): You've definitely got the right outlook.

Kenneth A. McArthur ( (11/27/100 9:46 AM): Ohh yes... I'm really old!

Cindy Nemeth-Johannes (11/27/100 9:46 AM): taken on that "Mantle of Leadership" eh? lol, we do have a very "sticky" site

RobFrankel ( (11/27/100 9:47 AM): It's organized well, too. How are you loading your content?

RobFrankel ( (11/27/100 9:47 AM): Kenneth, you can't be much older than me....

Cindy Nemeth-Johannes (11/27/100 9:47 AM): Kenneth -- over or under 20?

Cindy Nemeth-Johannes (11/27/100 9:47 AM): Thanks. We use Dreamweaver.

erik ( (11/27/100 9:48 AM): Rob, who would you target in branding an educational site: The kids, the parents or the teachers?

RobFrankel ( (11/27/100 9:48 AM): You load your content manually? Wow.

Kenneth A. McArthur ( (11/27/100 9:48 AM): Sorry about that double post Rob - I got a server error from your system and had to refresh the page to get you back.... btw ... MUCH OLDER!

RobFrankel ( (11/27/100 9:48 AM): Erik, PARENTS for sure. They're the biggest suckers, er, consumers...

Kenneth A. McArthur ( (11/27/100 9:49 AM): <--- used punch cards

RobFrankel ( (11/27/100 9:49 AM): Erik, I used to write the catalogs for The Right Start. And every product was totally useless, but preyed on parents' fears. Really stupid.

Cindy Nemeth-Johannes (11/27/100 9:49 AM): and they're willing to pay...teacher feel under pressure financially

RobFrankel ( (11/27/100 9:49 AM): <--- took a course in BASIC

erik ( (11/27/100 9:50 AM): But, if you can't keep the kids on the site how can you justify a subscription fee?

Kenneth A. McArthur ( (11/27/100 9:50 AM): <--- has basic on 8 inch CPM disks

RobFrankel ( (11/27/100 9:50 AM): It depends on how old the kids you're talking about are.

RobFrankel ( (11/27/100 9:50 AM): (TEN MINUTE WARNING)

Cindy Nemeth-Johannes (11/27/100 9:50 AM): What services do you offer on the site, erik? Or is it under development?

RobFrankel ( (11/27/100 9:51 AM): Kenneth, you win. A veritable antique!

erik ( (11/27/100 9:52 AM): Educational games for kids, products for teachers and support for parents.

RobFrankel ( (11/27/100 9:52 AM): How old are the kids?

Cindy Nemeth-Johannes (11/27/100 9:52 AM): (learned Fortran IV and Cobol in school)

erik ( (11/27/100 9:52 AM): 4-13

RobFrankel ( (11/27/100 9:53 AM): Erik, at that age, their parents must pay for the service, so you have to address them.

RobFrankel ( (11/27/100 9:53 AM): Plus, under say, 9, they can barely get on to the web themselves.

RobFrankel ( (11/27/100 9:54 AM): "Kid proof" services will also filter out stuff if they even sniff stuff about money.

erik ( (11/27/100 9:54 AM): So, target the parents but make games with educational content that will keep them on the site?

RobFrankel ( (11/27/100 9:55 AM): They'll block your site. parents, on the other hand, will buy and enforce stuff.

RobFrankel ( (11/27/100 9:55 AM): Yeah, maybe you can sell a password to the parents. Then the kids can log on when they want.

Cindy Nemeth-Johannes (11/27/100 9:55 AM): another possibility is reevaluating your business model so that teachers drive kids to the site

RobFrankel ( (11/27/100 9:55 AM): That way, the filters won't find anything objectionable to block.

RobFrankel ( (11/27/100 9:56 AM): Teachers are a tough crowd, though. They're constantly bombarded with offers. And believe it or not, many still don't embrace the web.

erik ( (11/27/100 9:57 AM): I feel pretty good about driving the kids to the site, but I am more concerned about keeping them. Attention span etc.

Cindy Nemeth-Johannes (11/27/100 9:57 AM): quite true -- I was thinking in terms of tailoring the site to help teachers -- educational games for the kids, homework online, direct report back to the teachers, email by class

Cindy Nemeth-Johannes (11/27/100 9:58 AM): an educational ASP, if you will.

RobFrankel ( (11/27/100 9:58 AM): Erik, you're going to have to define a certain personality type that you want to keep at the site. In this MTV generation, there's no such thing as attention span. Your content will have to match a certain type of kid.

RobFrankel ( (11/27/100 9:59 AM): Cindy's point is well taken....making the site report back to the teachers -- effortlessly -- MAY help.

RobFrankel ( (11/27/100 9:59 AM): (TWO MINUTES)

RobFrankel ( (11/27/100 10:00 AM): But I'd go after parents first. Then the kids. And hope the teachers take them up on it.

RobFrankel ( (11/27/100 10:00 AM): Okay, everyone....a nice intimate group today...have a great week. Work off what you ate at Thanksgiving!

erik ( (11/27/100 10:01 AM): Ok, thanx Rob & Cindy

RobFrankel ( (11/27/100 10:01 AM): See you online!

Cindy Nemeth-Johannes (11/27/100 10:01 AM): Thanks for the input & the time, Rob.

Kenneth A. McArthur ( (11/27/100 10:02 AM): :) see you youngster

Kenneth A. McArthur ( (11/27/100 10:03 AM): I like your site Cindy .. good job

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