I’ve not yet enjoyed a truly epiphanal moment with regard to beauty, gift, or purpose, but I’ve seen varied and fleeting glimpses in sustainability. At that intersection of people, nature, and business.
By way of Netflix streaming, we just completed Season 1 (2007) of the original Ramsay’s Kitchen Nightmares from Channel 4. Throughout, the chef traveled to restaurants throughout the UK that were failing for various reasons, attempted to identify and correct the failures in one week, then returned a month later to see how the proprietor fared.
The concept continued on BBC America and later on the FOX network. The formula is transparent and the editing dramatized. Still, it’s both entertaining and informative.
Beyond obvious takeaways like “the restaurant business is challenging,” “the UK is quite lush and beautiful,” and “they allow incredibly coarse language to be broadcast over there,” several marketing tips, ideas, and reminders are present. I’ve run down 7 of them.
The easiest thing for companies to do in hard times is to eliminate jobs. You read about this constantly as a reaction to lowered earnings, reduced margins, and dimmed prospects overall. I saw this cycle frequently toward the end of my local television career: positions held open for a couple extra months, hiring freeze across all positions, buyouts of tenured people, then elimination of positions.
The cuts seem necessary and beneficial at the time, but it’s a long, slow death. The expense cuts tend to mask deeper problems with value proposition, business model, or strategy. People will ultimately be necessary to bring life back to the operation, to create and deliver its value.
Downsizing (or, the sadly hilarious “rightsizing”) seems to be a quick fix that immediately cuts expenses. The problem: the benefits provided are short-term only. Continue reading
Wishing I’d used KeepVid a week ago, I searched for it elsewhere online.
I didn’t find the Live It Up video, but I did learn that Colorado Springs is “the natural fit” for my family vacation, sporting event, or business conference!
Give a look to this video posted to YouTube in January 2011 by VisitCOS (the same folks who brought you (then took away) Live It Up):
Well, OK! Nature moves to the fore and extends into lifestyle.
Let’s give a quick evaluation, primarily in terms relative to the Live It Up video you can no longer see.
A few positives:
shows off the natural beauty better than Live It Up
includes aerial shots and jib shots that immediately provide more production value than Live It Up
includes active shots that make the place feel far more alive than Live It Up
hits several major local institutions and phenomena missed by Live It Up (Pikes Peak, Garden of the Gods, Red Rock Open Space, Paint Mines Interpretive Park, USOC, AFA, Broadmoor, Hill Climb, Balloon Classic, Fine Arts Center, Colorado Springs Pioneers Museum, etc.)
gives Colorado Springs a one-of-a-kind feeling by definition
touches on regional history and connects it to present
A few negatives:
the music and voice are a bit too slow (don’t convey enough energy)
tries to do too much, selling to families, sporting events, business conventions (should be three separate 1:20 videos)
frequent discrepancies between the words being said and the video being shown (need to SWAP – sync words and pictures)
awkwardly abrupt ending (especially in comparison to the long :30 fade out on Live It Up)
The Bottom Line
As a slogan, The Natural Fit isn’t any more the answer than Live It Up; either would work fine and neither would work distinctively.
As a video, The Natural Fit feels more alive, rugged, vibrant, and exceptional than Live It Up. It does a much better job of showing that living means doing – rather than simply saying it repeatedly and in different ways.
Live It Up would certainly have benefited from extensive re-use of shots seen in The Natural Fit. Related: The Natural Fit could benefit from the skate park shots from Live It Up.
Both videos would convey more life and energy through quicker, more contemporary music, snappier sound from the voiceover artist and other speakers, and a higher cadence overall.