The "Gift" of Conversation: if we wrote the word...then shouldn't we share our words?

Here's my thought. Well it's more than a thought being it's an action that I'm going to take. Maybe you want to do it, too. Or maybe not.

While the Age of Conversation was published to benefit charity it was written for another goal: to explain this grand, global conversation from a wide-ranging group of marketers active in the conversation so as to engage more marketers to...you guessed it!... get into the conversation (and to do so with much care). Being it's still new ground, there are far more marketers OUTside this convo than INside it.

So, the point--to me, anyhow--seems to be that of spreading our message. Ya know, educating and sharing. Which leads me to think that maybe we need to get creative in how we share that message (and ensure it spreads to our target audience). After all, we are marketers and creatively communicating our message is what we do.

Wouldn't it be great, and perhaps quite effective, if as many authors that could afford to do so, would buy and send 1 copy to a CMO of a Fortune 500? It seems that we should send them a hardcover but paperback is good, too.

And this is the point in the post where I put my money where my mouth is:

I'll buy and send books to 5 CMOs. You tell me which 5 Fortune 500 companies; the first 5 comments are the first 5 companies I'll send to (1 per comment, OK?). I will buy the books, have them sent to me, attach a letter, get the CMO's name and address and send them their free book with a letter.

**But even though I'll be sending it to them I will make it clear that this is from all 103 of us (I just happen to be the one sending them their copy).**

And then maybe other authors could send either 1 (or more) out to other CMOs. Or not. Up to you.

It just makes sense to me that we marketers should be sending these to other marketers. It benefits charity but it also benefits advances the medium. Plus it underscores share--and my chapter was on "The Share Economy" so a girl's gotta be consistent.

Anyhow, tell me which 5 Fortune 500 companies and I'll pen a letter on behalf of all of us. I'll also offer to answer any questions they may have by posting their questions on this blog and getting feedback from us all (and I'll offer to post the questions anonymously as some newbies are shy). All told, a book to 5 CMOs, a letter on behalf of all of us and the offer to answer their questions by giving us all the chance to give our perspective.

And that's the thought (and the action).

If you don't want to do it, there's no pressure at all. But if we do it we should try not to have any overlap and I'm not quite sure how to manage that--meaning, we don't want to send the same CMO multiple copies as then they would tune out rather than open up. So there are some logistics involved (keeping a list of those who've already been sent to). Maybe that list should be housed at the Age of Conversation blog. Not sure on logistics just yet but I'll ask Drew and Gavin.

Just working to get the book in the hands of those that would greatly benefit because, again, I see the point of this tremendous initiative as spreading our message. In this sense BOTH the charity and the industry benefits (and, ergo, consumers receive benefit since our book gives so many best practices :-). Of course I'm also hoping that the CMOs refer the book to others...so more money for charity raised through more book sales...and more marketers getting into the conversation.

Thoughts are welcome. Don't know why I just wrote that because in this conversation, and on this blog, thoughts are always welcome (duh). Oh, and if someone is already doing this, forgive me--I'm just doing my best to keep up with all you smarties.

PS: I'm going to wrap their books like a present (yes, there will be a bow!). Just because I'm silly and it would be that much more special for them to open the "gift of conversation." Yes, that's how I'll frame it..."giving the gift of conversation". I'll take a picture for you guys before I send them--and I'll wear a bow, too ;-).

Update (07.19.07): The diva herself, Toby Bloomberg, will be sending the gift of conversation to a Fortune 500 CMO, too!

Update (07.19.07): The community has weighed-in and I'll be sending the gift of conversation to CMOs at Wal-Mart, Sears, Saturn, NBC and United Airlines.

Update (07.20.07): Mario Vellandi will be sending some gifts of conversation, too ;-).

Update (07.21.07): The amazing Arun (out of Oman) is giving 3 copies of ‘The Age of Conversation’ to 3 CMOs of most active digital brands in the Middle East.

Comments

[Toby]

CK - Once again your creativity is out-of-the-box thinking. I'm wondering if the CMO might be an option and easier to ensure that the right person actually gets the book. Do the books get sent with similar 'wrapping' to maintain brand consistency? How do we send them? I wish there were a way for 103 authors to autograph the copies.

[Cam Beck]

Hm. Wal-Mart.

[CK]

Cam: OK, Wal-Mart is 1 of the 5 I'm sending to. Who'd a thunk I would send a gift to Wal-Mart? Now I am ;-).

Toby: Yep, it's going to the CMO. Well, being it's grassroots I don't think they'll all get the same gift-wrap, and others might or might not want to wrap them (but I sure think it's grand and, I ask you, who doesn't want to open a gift?). I'll be 1) buying 5 books and getting them sent to me 2) compiling a customized letter and attaching them 3) wrapping them and 4) sending them to each CMO (I have to do some research on the name and address of each CMO). I sure wish there was a way for us to sign' em. But there's not. I will most definitely make it clear it's from everyone...I'm just the "sender."

[David Reich]

This is a good idea. Perhaps we could send to CMOs of companies we each do business with. Like, for instance, I really don't know much about WalMart, since there are none in this area. I think I was in one in New Mexico 10 or 12 years ago. I'd rather send to companies I have some dealings with. Maybe that's what we each could do, and share who we're sending to, so we can keep a master list. It would be interesting to see if we get any responses, which might open up new conversations with those CMOs.

[Lori Magno]

CK: Richard Gerstein was just named as CMO of Sears Holding Corp. That man is going to need all the help he can get!

http://www.forbes.com/feeds/ap/2007/07/18/ap3927074.html

[CK]

@David: Yup, I'm giving it as a present to my clients (and telling them it's required reading ;-). Here the focus is that I also want to go beyond whom I know...I find that important for spreading the word (and only wish I could give to all 500). And perhaps a surprise gift from 103 smarties will delight em--and, maybe it will make a difference. The master list (by company of course) is a great idea. Net/net: the more hands we can get this book in, the better our chance of getting it read and acted upon. Your clients will love this, I'll save some bows for you, k?

[CK]

@Lori: OK, darlin' I'm sending to Sears!

[Tim Jackson]

CK- How do you keep coming up with all this brilliance? Dang girl...

Not one to be left out of the fun, I'm going to suggest that one gets sent to the CMO of Saturn (though it's a division of GM)... no personal bias there at all... nope, not at all.

[CK]

@Tim: OK, Saturn it 'tis! So far we've got:
Wal-mart, Sears and Saturn.

2 more spots open, kids. Unless I win the lottery and then I'm sending to all 500 (and of course taking all you authors to Fiji).

[Katie Chatfield]

Win the lotto C.K.!
I have my fingers crossed......

[Gavin Heaton]

Awesome idea, CK!
This is what I love about "conversation" ... one never knows where it will take you.

I am guessing Pauly will want to send one to the CMO of Kohls (seems to be a retail bias emerging here).

[Toby]

Count me in too! Not sure who I'll be sending mine to .. perhaps I'll tie it up in a pink boa and send it to the Ritz or perhaps Tiffany's. CK if either offers me a 'thank you' for our book I'll figure out how to share with the community (smile).

[Sean Howard]

NBC! NBC!

[CK]

@Sean: NBC will get their gift. And they just happen to be right here in my city so I'll likely drop this one off in person (and be stopped at security). But they're one of the 5!

OK, kids we've got: Wal-Mart, Sears, Saturn and NBC....who's getting the 5th?

And whom else is going to send to just one CMO? Toby's doing it...maybe you guys and gals think of doing it, too.

[Nathan Gilliatt]

Let's see, industries needing a clue for 500... How about a major airline? American, United, Continental... who needs the most help? Who's had the most recent stranding incident?

[Nathan Gilliatt]

What's that? Less ambiguity? Ok... United. Ask me about the flight that was delayed to the point that they thought it might take two days to get to a two-day conference.

[CK]

@Nathan: Thanks! United is the 5th. Great choice!

[Cam Beck]

Woo Hoo! Will you let us know if you get any responses?

[CK]

@Cam: Of course! I wouldn't leave you in the dark--and hopefully they'll have questions that we can all weigh-in on. I'll keep you posted ;-).

[Valeria Maltoni]

I'm very new at my company... yet I already have ideas up my sleeve. Well, better get going before I fall asleep at the keyboard.

[Mario Vellandi]

Hey, I want to join in with some book tags of my own. But where do I go about getting the name and address of CMOs I want to target?
If I progressed to that stage, I'd like to add a personal note saying they've been specially selected to be tagged among other CMOs (include list from others). That way it's more interesting to the recipient. Please advise online or off

[CK]

@Mario: We'll talk it offline--and with Toby for her opinion as she's into it, too. I love the idea of the tagging...but I'm not sure if they'll feel less of a "unique" and more of a "group" that's been sent the book (gift). See what I mean? It could go either way.

But the beauty of this promo is that we can make any personal customizations we want with the books we choose to send out. The only "rule" (or best practice) is to not duplicate efforts (which is why I posted my list above). My goal is only to get this book into the hands of CMOs that might just read and benefit from it. And to do so creatively in order to increase the chance of them taking notice.

Email me your contact number and I'll chat with you and that Diva Toby.

[Lori Magno]

CK - You rock the "fab five" CMOs. I hope they feel the wave of goodness attached to the package they will recieve in the mail (or by fabulous courier in the case of NBC.)

[Stephen Quinn]

I'd love to read it.
Stephen Quinn

[Lisa]

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[food gift baskets]

Hey its 5 months now, you must have got some reply from them, please share with us.