My friend, Dina Dwyer-Owens, Chairwoman and CEO of The Dwyer Group, will appear on a special episode of CBS’s hit reality show “Undercover Boss” titled “Undercover Boss: Epic Bosses” on Friday, May 17 at 8 p.m. ET/ 7 p.m. CT. In this special “Undercover Boss” episode, the Emmy award-winning series will catch up with many of the particularly memorable bosses from all four seasons to see how their experiences on the show impacted their lives and their companies.

In January 2012, Dwyer-Owens originally appeared on “Undercover Boss,”  disguised as Faith Brown in company uniforms posing as a potential trainee in male-dominated trade industries. For Dwyer-Owens, her original experience on the show was a hallmark occasion to fulfill a long-held dream to ride in service vans in the field and see if the Code of Values™ has penetrated the front lines of The Dwyer Group’s seven franchise brands: Aire Serv®, Glass Doctor®, Mr. Appliance®, Mr. Electric®, Mr. Rooter®, Rainbow International® and The Grounds Guys®.

Now viewers will get to see what has happened since appearing on the show, including Dwyer-Owens’s heartfelt scholarship and recruiting program to attract more women to the trades services on a national level.

Dwyer-Owens has championed The Dwyer Group Code of Values and its themes of Respect, Integrity, Customer Focus and Having Fun in the Process as a foundation for the company’s success. Across the system’s 1,600 franchises is a world of plumbers, electricians, landscapers and more. The franchise family makes some 2 million residential and commercial service calls each year and celebrated its 30th anniversary in 2011.

Even a marketing company sometimes needs help marketing itself. For the the largest franchise event in the world, the International Franchise Association (IFA) Annual Convention, we turned to Buzzadelic after making a crucial decision for the 2013 event.  Rather than handing out useless tchotchkes to booth visitors, we would shoot, edit and giveaway elevator speech-type video testimonials for attendees who visited our booth.

The North Carolina agency helped us with pre-event marketing, and maybe most importantly, consultation on what not to do before, during and after the event.  The Why You? campaign created just the buzz we needed at the convention. We shot 30 videos.  We showed rather than told what we do.  We made new connections and strengthened existing relationships.  And we came home with a handful of solid prospects.

We learned from the Why You? campaign.

Before the convention, we placed a Facebook Ad for about 10 days leading up to and during the event.  The ad received not one single click-through. It was pay per click, so it cost us nothing. What we learned is this:  We probably will not run another FB ad campaign nor recommend it to anyone.

From Staples.com we had t-shirts made of the postcard that the E.H. Anderson team of two wore around the hotel before the exhibits opened.  We did not get much response except the lady in the glasses on the postcard was positioned smack on one of my boobs, which received a comment or two from some men at a Tweetup.

The video play button lapel pins were good conversation starters, and we think drove some folks to our booth.  We ordered 100 of them, and pinned them on about 50 convention attendees. We labeled the back of each pin with the phrase, “Hit Play on Your Video Marketing Campaign” as well as our logo and website address.

Once the exhibit hall opened and we began talking to attendees walking the aisles, we learned that people are camera shy. No, not the majority, but more than we expected.  They simply would not sit in front of the camera even when we promised that no other eyes would see their video.

We were also surprised by the number of people who practiced before they sat in front of the camera. Yes, some people required several “takes,” but a good number of people clearly practiced their elevator speech before heading to our booth.  In the sake of full disclosure, some promised they’d come back to the booth the following day, and indeed they did, and they were ready for prime time.

With the help of our good friend Deb Evans, we created a “What to do with your video” handout for those who sat in front of our camera.  We learned when we shot videos in our booth the first time in 2012, that many people do not know how to use this digital asset.  This year, the handout was well received.

Also, during the convention we heard from one or two attendees that our campaign graphic — the simple Why You? copy and close-up of the lady in glasses — stood out and was effective.  However, after the convention, we learned from one attendee/franchisor, Mike Davis of 1-800-JunkPro, that he received 200 pre-event mailers, and he did not recall our over-sized postcard.  So it’s too early to know if the graphic design, printing and postage expenses were worth it.

As business owners and especially as marketing professionals, we always want our “name” out there.  Thanks to the Buzzadelic team, our video tchotchkes have no logo or mention of E.H. Anderson PR, and it actually feels good — yet odd.

And now the focus is on ROI from our largest marketing investment of the year.

Back to the tchotchkes most exhibitors hand out….my children, 11 and 12 years old, love this stuff. So, keeping the “Mom bring us back a surprise” tradition alive, I walked nearly every aisle and picked up two of each: Flip flops with a corporate logo, Snickers candy, chip clips with logos, company branded smartphone and tablet holders, logo’d pens, pens and more pens, branded note pads, pads of paper, and more note-taking materials with company names, rubber bouncy balls filled with glitter and lights, mints to freshen breath, bouncy octopus-type dealy boppers, non-spill coffee cups with logos, cups with lids and straws that have logos, logo’d stadium seat cushions, Baby Ruth mini candies, logo’d bottle openers, branded M&M’s, logo’d stress balls and more.  My kids were not given one of our non-branded video.

Read more about it what Buzzadelic did for us.

Wardrobe Don’ts
Don’t wear jackets, tops or shirts with large stripes and patterns because they can cause a moire effect.  Small prints that cannot be seen 10 feet away are okay, but the camera prefers solids

Don’t wear jackets, tops or shirts that are white

Don’t wear bracelets and other jewelry make sounds when you move

Don’t wear earrings that dangle since they are distracting

Don’t use hair gel or your hair will look too shiny (greasy) on camera

Don’t wear any “glittery” material or accessories such as sequins that reflects light

Don’t wear anything loud or distracting, such as a sweater with a large turkey embroidered on it or a T-shirt with a bold logo

Wardrobe Dos
Do think classic, smooth lines, keep it simple, plain and low- key

Do wear solid shirts and tops that are blue, grey or a beige color

Do wear solid-colored neckties or ones that have subtle stripes or design, but not too vibrant

Do brush your hair and use hairspray to avoid fly-aways

Do style your hair to keep it away from your face and out of your eyes

Men especially:  Do sit on the back flap(s) of your jackets to ensure it is not bunched up under the back of your neck

Do polish your shoes

Makeup
Women:  Go a little darker than normal on blush and lips for the camera

Men:  Use a small amount of powder on the T of your face and in places on bald spots

Men:  Shave as closely as possible before going on camera

Both:  If there will be close-ups of your hands, go for a manicure

Final piece of advice:  When appearing on a panel or with others on camera, bring an extra shirt, top, and/or jacket. This will provide you another option if what you’re wearing clashes with anything or anyone.

According to Forbes Insights, video is becoming a critical information source for senior executives. More than 80 percent said they are watching more online video today than they were a year ago.  Video interviews comprise a significant portion of the online videos that are on the web today.

Three C’s of Interviewing: Confidence, Control & Credibility

Confidence

• Prepare ahead of time.
• Talk in short quotes.
• What one message do you want to convey?
• What are two supporting points for your message?
• If you are asked to demonstrate a WOW factor about your business product or service, what would you say?
• Practice your answers using a tape recorder and listen to yourself; look in the mirror.

Control

• Ask to have a question repeated or restated if needed.
• Pause after the question is asked so you don’t interrupt.
• Don’t drag out an answer.  Be short and to the point.

Credibility

• As awkward as it may feel always refer to your business product or service by its complete name rather than an acronym.  For example, IFA is International Franchise Association.
• Stick to what you know. Never guess or speculate.
• Respond consistently; do not flip-flop.
• Remember, when a camera is rolling anything you say could be used.

Although these tips were created for media interviews, they can be used in a controlled interview, such as a video marketing campaign.

The elevator speech in the following example is focused on a trade show and persuading people to visit our exhibit booth at the February 2013 International Franchise Association Convention.

Start by stating your message in one sentence.

If you come to our booth, we will shoot an interview of you talking about what is unique about your brand, edit the interview and then deliver it to you so you can promote your message online.

Next, create value for what you do, which gives you credibility.

Our videographer is an Emmy-winner, so your video will be professional with a long shelf life.

Close with a call to action.

Come by our booth — 654 on aisle 6 — and we’ll prep you, interview you, and then give you a video to use on your website, social media …no strings attached and most definitely more useful than the tchotchkes other exhibitors are giving away.

Ding, first floor.

If you have more time than in an elevator, keep the same basic outline of an elevator speech while expanding on each section — the explanation, the value and the call to action.

And not one elevator speech fits all occasions, so depending where you are and what you are trying to accomplish, prepare and practice.

Below is a quick fill-in-the-blank to craft your Elevator Speech:

For        (audience)       who want to      (problem)         ,        (company name) _      is the only company that       (solution)          because       (Supporting Points)    .

For IFA convention attendees who want to leave the convention with something useful, E.H. Anderson PR is the only company that is offering professional video interviews that will be edited for you to use however you wish because who wants to come home from IFA with another bag full of useless tchotchkes. 

10-year-old Holley (left) with Falcon Holdings CEO Aslam Khan

When my 5th grade daughter told me she was deciding which Asian country to research for her Culture Fair school project, I suggested she choose Pakistan.  My hope was she would be interested in meeting in person and interviewing my Pakistani friend Aslam Khan.  Aslam recently moved his family and hugely successful business, Falcon Holdings, to Texas.  He was a short two hour drive from us.

Bingo.  She took my advice and thanks to dear Aslam, he took several hours out of his Saturday to sit down with my daughter at his Falcon Holdings’ office for the interview.  Afterward he invited us to his home where we walked the grounds of his property and learned about the upcoming expansion of his home.  We toured his gorgeous house including his closets so my daughter could see and touch authentic Pakistani clothes and shoes.  He shared photos and artifacts from his life in Pakistan, followed by lunch outside near his pool, which was prepared by his wife, Hilda.  What a treat for my daughter and me to spend the day as guests of the Khan family.

Not only is Aslam’s rags to riches story an inspiration to me, I was truly energized by our conversation, which lasted several hours.  But I cannot put my finger on why I feel this way about him.  Is is that I cannot fathom the changes in his life?   Is it because I admire his success?  Maybe it’s both.  I’d like to be a fly on the wall to see how he really operates during the workday.  He calls himself a “people person.”  As a PR person, I am especially interested in his people skills.

I feel very honored to know Aslam.  I feel honored that I can text him and ask if he will meet my daughter and help her with her Culture Fair project.  I appreciate my friend Dina Dwyer-Owens, CEO of The Dwyer Group, introducing him to me, and I hope that my daughter truly appreciates the day we spent with the Khan family.

Enjoy the photostream of our day with Aslam and the Culture Fair.

Be ready to answer one or more of these interview questions:

1. In 60 seconds or less, why should someone choose your franchise?
2. What is unique about your franchise concept?
3. What stands out about your brand?
4. What aspects of your concept are customers most passionate about?

Online video can be a powerful way to spread your message to potential franchise candidates. Take home a valuable digital asset that can help drive awareness, engage, and reach your audience.

We’ll provide the raw footage or give you options for branding and even provide instructions and options for sharing online. See you at booth #654 in Las Vegas February 17-20, 2013.

Several minute-long videos posted on the internet along with some SEO tips and tricks can drive your prospects to your business when searching Google, Yahoo and other search engines.  Here are our top three picks:

1. Post to YouTube since Google owns it.  For example, as I write this blog post, when I Google the phrase:  Franchise PR   …one of our videos appears on page one of Google’s organic results above our website.
2. Post to Vimeo for a clean embed on your website.  With Vimeo you can add Flickr photos, so upload video stills to Flickr, then bring the stills into Vimeo.  In addition to the still photos uploaded to Flickr, post the video itself to Flickr. Flickr is a good hub for photos and video.
3. Post on your website and/or blog.  The more content you can add to your website, the better.  And if you’re going to the time and/or expense of producing a series of videos, always blog about each topic.

For YouTube, Vimeo, Flickr and your website or blog, make sure your titles and descriptions include your keywords, such as Franchise PR for our agency.  The more videos you post, the higher you will land in organic, or non-paid, results.  Be sure to monitor your progress.

Our friends at Social Geek Radio recently told us about an application called Charity Miles. It’s so easy to use and help charity organizations.  Bicyclists earn 10 cents per mile; walkers and runners earn 25 cents per mile, courtesy of corporate sponsors.

Before heading out on your bike or foot, launch the app, and select which  an organization to sponsor for that walk. Today we can choose from 11 organizations including the ASPCA, Autism Speaks, Habitat for Humanity and The Michael J. Fox Foundation for Parkinson’s Research are among a growing list of charitable causes that are represented.

I walk my dog Coconut nearly one mile everyday. Over a year’s time, that equates to more than $90. When my husband and children go with me and launch the app on their iPhones, that $360 over one year.

A group of social geeks including Charity Miles app founder Gene Gurkoff recently met in New York City to walk to raise awareness of the app. View Flickr stream