Overture... Curtain lights... Chicago!

So in my mad ramblings, I don't talk too much about my personal life. I figure there's more important stuff going on in the world besides me.

But today, I'm sharing pictures from a recent birthday party.

What makes this party so unique is that the attendees were, for the most part, cast member from a local production of the musical, Chicago.

One cast member, Aaron, celebrated his 20th birthday and invited all of us cast folk to join in the soiree. He's the Blonde in that first picture, standing next to Anthony.

It was such a blast to see the cast reunite for something like this. We spent a few months together working our BUTTS off for this production. Choreography was tough - at least for locals that haven't had a dance class in eons. Music was challenging, but we were blessed with some very talented cast members that could out-sing some of the greats on the karaoke stage - and some of us really tried, believe me.

So we ate, drank and had pickles - it's a tradition, the pickles. You'll have to ask me about it sometime.

But why is this in a Marketing Blog, you ask? Well, a couple of reasons. This blog also doubles as an occasionally personal blog (deal with it), and because it emphasizes what a good story (Chicago), a loyal customer base (the cast and crew), and a powerful product (Vertigo Theatrics) can bring about.

Ted, the guy that runs the show over there, is really a humble giant of a guy. In our many conversations, one of the things that he's touched on is the fear that he's not making a difference in the lives of people in our area. Now I've worked with Ted on several other productions where the cast and crew become close in an almost magical way, but he always wrote it off as a fluke. Well, I think the third time's not a coincidence: it's what makes a good theater company GREAT:

Jen and Steve, to my knowledge, have never done a show together before. This show stretched Steve in a leading role. Jen had to dig deep for some amazing choreography. This show really brought them together and gave them a new "thing to do" as husband and wife.

New friendships were forged - some of which transformed lives. People came to this show with broken pieces, and somehow, through the power of theater, shared trials and a good belly laugh, they found themselves on the mend.

Super HEROES came to the rescue. Anthony's folks gave us an amazing set, and raised the bar for all of Ted's future productions. And don't get me started on the amazing job Barb did on the costumes. Selfless giving. Yeah, they'll say it was because they wanted Anthony's first production to be spectacular, but few people give of themselves that way for total strangers - even if their kid is involved. And the tireless day-in, day-out work of Ted's "better half", Jacque is a testament to the passion they both have for this community.

And me? I just took it all in. Making notes so that Ted couldn't backpedal on this one. There was so much joy in a room that never would have been there if it weren't for companies like this, productions like this, and people like Ted and Jacque who found a passion and nurtured it with "Class".

There were others in this cast of characters that didn't hang around long enough to pose, and others still that couldn't make it to this seemingly simple birthday party.
But this was a party unlike most. This was a cast of strangers that became friends for a time, who reunited for one of their own to celebrate, remember, and be grateful. These people have their own paths in life and will take new directions now that the show is over.

But I think it's safe to say we were ALL transformed by what a little passion can do.
THANKS, TED! And HAPPY BIRTHDAY AARON!

I'll give you $20 if you'll give me $2.50

Let's talk about Chuck E. Cheese for a minute.

I've started affectionately calling him Charles Edward Cheese III lately, just to be silly.

After all, isn't that how all super-rich bluebloods should be addressed?

These people have the best racket in town. And the funny thing is, we LOVE them for it.

I took my son last night, as a reward for being so well-behaved and performing exemplary with his choir at our local children's museum.

I'd tell you that the place gave my sticker shock, but I'm not so shocked anymore.
We've been going there for over 10 years - heck, I even went there as a child with my aunt and cousins. Back then, though, it was called Showbiz Pizza, and the star of the show was a purple gorilla, not a mouse.

And there weren't security guards patrolling the place, but I digress.

I went to the counter, ordered my "small" pizza and the obligatory tokens. I opted for the "deal" where I saved $6.25 because they gave me 29 bonus tokens for buying 80 tokens all at one time.

So I paid $20 for this little cup full of jingly coins. And just to be sure you don't use that cup at the over-priced soda dispenser, they drilled little holes in the bottom.

Classy.

Did I mention a bottle of water was nearly $2? Seriously.

But like I said, we love it. Because there's nothing else quite like it. Our kids love it, and because of that we're willing to pay for it.... and PAY for it.

The idea behind tokens is clever. You're trading value, so you don't really think about how much money you're actually pouring into the machines at this place. The token machines even take credit cards these days.

Ahh, the age of convenience!

So you put a token in, and a little over half of the games will spit out at least one ticket in return. The other half of the games are entertainment rides, pinball machines, or video games - that will take longer to "eat" your token if you've got some skill.

But the attractive nuisances are the games of chance that loom in nearly every corner of the place. The ones where you can drop in a token for a chance to win 50-250 extra tickets.

And the odds of winning the extra tickets are slim. Very slim.

I remember when Skee-ball paid out tickets for every 40 or 50 points you earned. Now, until you hit 450 points, you're lucky if you get 3 or 4 tickets when you play.

And when you go to cash in those tickets, they are only worth about a penny a piece.

Did you just see what happened?

They traded your value down. WAAAAY down. And our kids jump up and down and celebrate!

Because in trading down value, they offer a little bit of entertainment along the way.

And I even tried to just give my kid $20 to go to the "prize" table and pick out some stuff, but he wanted to play "like the other kids".

So my $20 turned into about 270 tickets - or about $2.70.

Plus a little "entertainment" on the side.

But gone are the days of the big stage shows with the anima-tronic characters, or even the big TV's with videos for the kids to watch while they wait for pizza. So the adult entertainment value has REALLY dwindled.

So your marketing lesson? Well, it's two fold today. First, if you can find a way to convert value like Chuck, you're in luck. Creating a perceived value that's higher than your actual cost is what creating a profit is all about, but in this case, not only are you making a profit, you're virtually gouging your clients AND they're saying "thanks, we had a great time, see you soon!"

And before I get cards and letters, I know that there are overhead expenses for a place like that, but I also know that if they're SELLING those prizes, there's already a mark up on them, so to reduce the value even further with tickets only validates my point.

The second lesson is that if you can go the OTHER way and provide even MORE value for your clients, you'll reap an even greater reward. Chuck did this after months of customer complaints regarding the "price" of the games. Now, all single player games only "cost" one token. And they advertise the heck out of that value. So your "money" goes even farther now at Chuck E. Cheese's....

Where a kid can be a kid, and a parent can be broke by the time the pizza arrives at the table.

$24,000 Per Hour: A Word from the Waitstaff

I have a long-time friend named Isaac. He and I have been like siblings - in a good way - since we were young (which is centuries ago, if you ask my kids). He's living and working in New York now, trying hard to break into Opera (his voice is like buddah!), and in the meantime, he's doing what most performers in New York do: waiting tables and rubbing elbows with the rich and famous.

Well, Isaac came home to Flint-town last week, and that's one of the reasons why I've posted this so late. Usually, my "real life marketing" stories are my own, but this one was SO good, I needed to share it with you.

I have a confession to make: I am (or was) an ignorant and lousy tipper.

In my defense, I really didn't know I was a lousy tipper, and I have been trying to fix that ever since Isaac schooled me on tipping ettiquette.

A little backstory: When I was a kid 10% was the norm. My mom painstakingly calculated 10% to the penny. And if the server provided horrible service, she usually left a penny "so that they know they weren't forgotten".

So growing up, that was my example. Even then, I thought that was a little harsh, so I always left at least a dollar (even when my order was less than $5), and rounded up to the nearest fifty cents so I didn't look like a penny pincher.

I really thought I was doing good. Then I heard about how BADLY wait staff are paid. They can legally make less than minimum wage - many only make $2.50 per hour. The bulk of their pay is their tips. To make things more complex, some restaurants require tip-sharing, so your superstar server is getting "pulled down" by the not-so-stellar performers. Talk about complicated.

So I boycotted dining out. I thought it was unfair and cruel to treat people that worked so hard that way.

Then I realized I hate doing dishes, and figured there had to be a better way, and I made a new plan: Start the tip at 10% and go up or down from there depending on the level of service.

I based this "brainstorm" on the idea that most establishments now have a sign that requires a 15% gratuity on parties of 8 or more. Heck, if they're only charging 15% for big groups, I shouldn't have to shell out more than that since it's only me.

My friend Isaac schooled me good. He said that 20% is customary these days, and TIP doesn't stand for "to insure promptness" anymore. That 15% obligatory gratuity comes from some of the federal taxing rules that certain restaurants must obey based on the typical amount of a dinner bill. These folks are taxed based on what their tips SHOULD be - whether or not they actually earn them.

Something in that reeks of unfairness, but who am I to argue with the feds?

Anyway, after I got my lesson on tipping, I asked him the most important thing he's learned as a server. He said "Never EVER pre-judge your guests. Treat them all like they are a celebrity - the celebrities, too." And Isaac serves some high profile faces on a regular basis on Long Island.

Sometimes the really wealthy are jerks, and sometimes they are the nicest people in the world - just like everybody else. If you treat them all like they are the most important person in your world, you'll be miles ahead.

He recounted a story of a frequent diner who brought his daughter in for her birthday. Knowing that Isaac has an incredible voice, he beckoned for him to sing a birthday melody just for her. Isaac obliged, and, reaching past his titanium AmEx, the man offered Isaac a cool, crisp Benjamin for the 12-second ditty.

That works out to more than $24000 per hour! Nice work if you can get it. That diner returns frequently and almost always sits in Isaac's area - and the $100 tips keep coming. They've developed a nice "working relationship" and a level of repeat business based on exemplary service.

According to Isaac, sometimes he's a nice guy and sometimes he's a real "poophead".
That's not the word Isaac used, but this is a family show.

Having rubbed elbows with the likes of L.L. Cool J on more than one occasion, Isaac is quick to point out that some celebrities are really bad tippers, and your local yokels can downright spoil a server with all that big tipping.

The lesson? How are you treating your customers? Who are your VIP's? How do they know that they are special to you? What are you doing to encourage their repeat business.

You may not be a fantastic singer like Isaac, but what extra services are you providing for your clients? Are they just another dime in your piggy bank, or are you finding creative ways to be more valuable to them?

For those of you that think you shouldn't have to put on a dog and pony show to gain your client's favor, think again.

Remember when I said "be friendly"? Think about your friends. Which of your clients would you consider a friend? If you don't have a list of at least 10, you've got a LOT of work to do.

Take out your list of top 20 clients. If they ALL aren't considered friends, you've got a HECK of a LOT of work to do.

Jeffrey Gitomer said, "all thing being equal, people prefer to do business with their friends. All things not being equal, people still prefer to do business with their friends."

You do things for your friends you might not do for others. Isaac's birthday song was just another "value added" moment in his client relationship. He values the customer that he's willing to do a little extra something for him. And in return, he is handsomely rewarded.

Get the picture? Isaac does. And he's got the Benjamins to prove it.