1 00:00:00,040 --> 00:00:02,460 The following content is provided under a Creative 2 00:00:02,460 --> 00:00:03,870 Commons license. 3 00:00:03,870 --> 00:00:06,910 Your support will help MIT OpenCourseWare continue to 4 00:00:06,910 --> 00:00:10,560 offer high quality educational resources for free. 5 00:00:10,560 --> 00:00:13,460 To make a donation or view additional materials from 6 00:00:13,460 --> 00:00:15,855 hundreds of MIT courses, visit MIT OpenCourseWare at 7 00:00:15,855 --> 00:00:17,105 ocw.mit.edu. 8 00:00:21,340 --> 00:00:22,970 PROFESSOR: I know I'm meeting with two of the teams today, 9 00:00:22,970 --> 00:00:24,610 one on Wednesday and one on Friday. 10 00:00:24,610 --> 00:00:26,880 So each of those meetings will take about an hour. 11 00:00:26,880 --> 00:00:30,470 And we'll be covering both some individual feedback on 12 00:00:30,470 --> 00:00:33,200 the presentations themselves, as well as talking in more 13 00:00:33,200 --> 00:00:36,220 depth about how to narrow down your focus. 14 00:00:36,220 --> 00:00:39,650 So right now it feels like you guys have gotten a pretty good 15 00:00:39,650 --> 00:00:42,580 understanding of what everybody else says. 16 00:00:42,580 --> 00:00:46,450 And now the trick is, the real trick of X Prize, is to figure 17 00:00:46,450 --> 00:00:49,450 out within all those things that are clearly important to 18 00:00:49,450 --> 00:00:51,920 somebody, what's the most important thing that you can 19 00:00:51,920 --> 00:00:54,140 change to change the conversation. 20 00:00:54,140 --> 00:00:56,620 So if you can only change one parameter-- 21 00:00:56,620 --> 00:00:58,670 start yourself there, constrain yourself as far as 22 00:00:58,670 --> 00:01:00,980 you can-- if you can only change one parameter and 23 00:01:00,980 --> 00:01:03,210 really demonstrate that in an interesting way, which 24 00:01:03,210 --> 00:01:04,190 parameter would it be? 25 00:01:04,190 --> 00:01:06,670 Which one is most important to you? 26 00:01:06,670 --> 00:01:09,790 And also we're going to start thinking about not what is it 27 00:01:09,790 --> 00:01:12,950 that the field tells you is important. 28 00:01:12,950 --> 00:01:15,600 There are self-perpetuating myths within any field. 29 00:01:15,600 --> 00:01:18,680 So not necessarily what is all the standard literature tells 30 00:01:18,680 --> 00:01:21,150 you is important, but what are you starting to gather from 31 00:01:21,150 --> 00:01:24,610 your conversations with your advisers, from your readings, 32 00:01:24,610 --> 00:01:27,120 from your creative thoughts within your own group? 33 00:01:27,120 --> 00:01:30,670 What is it that is really a game changer? 34 00:01:30,670 --> 00:01:32,260 Is it all about cost? 35 00:01:32,260 --> 00:01:33,360 Is it all about power? 36 00:01:33,360 --> 00:01:35,250 Is it all about energy? 37 00:01:35,250 --> 00:01:38,950 What is really an interesting conversation in your group? 38 00:01:38,950 --> 00:01:41,340 For those of you who are extremely left brained, the 39 00:01:41,340 --> 00:01:44,500 next part of the semester is going to be very, very hard. 40 00:01:44,500 --> 00:01:46,840 We're going to go from being very logical and data-driven 41 00:01:46,840 --> 00:01:49,680 to asking you to stand on your heads for a while and think 42 00:01:49,680 --> 00:01:51,530 about this problem in a totally different way. 43 00:01:51,530 --> 00:01:52,560 And I know that that's going to be 44 00:01:52,560 --> 00:01:53,960 challenging for some folks. 45 00:01:53,960 --> 00:01:56,170 So what I'm going to ask you to do today is we're going to 46 00:01:56,170 --> 00:01:59,800 start to step of the logical box just a little bit and 47 00:01:59,800 --> 00:02:01,230 start to play a little bit more. 48 00:02:01,230 --> 00:02:03,200 Because what we'd like to do is start to figure out what 49 00:02:03,200 --> 00:02:04,870 are the creative solutions, what are the interesting 50 00:02:04,870 --> 00:02:07,860 solutions to these problems. 51 00:02:07,860 --> 00:02:12,210 So today we're talking about engagement strategies. 52 00:02:12,210 --> 00:02:15,760 And by engagement strategies, I mean how do we involve 53 00:02:15,760 --> 00:02:18,230 everyone who needs to be involved in this X Prize. 54 00:02:18,230 --> 00:02:21,820 And that's a pretty broad set of people. 55 00:02:21,820 --> 00:02:25,340 If we started and talk about our prize economics 101-- 56 00:02:25,340 --> 00:02:27,540 we've talked about the Ortega Prize and the Ansari Prize a 57 00:02:27,540 --> 00:02:28,790 number of times. 58 00:02:28,790 --> 00:02:30,420 And we know that if you look at the amount of money that 59 00:02:30,420 --> 00:02:33,730 the prize purse offered and the amount that the winner 60 00:02:33,730 --> 00:02:35,830 spent, the amount that the total field spent, those 61 00:02:35,830 --> 00:02:39,450 numbers don't necessarily line up in an equal one. 62 00:02:39,450 --> 00:02:41,460 We have a nice leverage that we get from prizes. 63 00:02:41,460 --> 00:02:44,080 People are spending more than the prize purse, certainly in 64 00:02:44,080 --> 00:02:47,310 aggregate, and often even just the winner is spending more 65 00:02:47,310 --> 00:02:48,860 than the prize purse is worth. 66 00:02:48,860 --> 00:02:52,030 And why does that happen? 67 00:02:52,030 --> 00:02:55,940 Why do you spend more than the prize purse is worth? 68 00:02:55,940 --> 00:02:59,140 AUDIENCE: Because you think that you get some benefit over 69 00:02:59,140 --> 00:03:01,840 and beyond what the prize is worth. 70 00:03:01,840 --> 00:03:02,100 PROFESSOR: Yes. 71 00:03:02,100 --> 00:03:05,090 So what do you get besides the purse? 72 00:03:05,090 --> 00:03:08,450 AUDIENCE: Their sort of internal utility saying, sort 73 00:03:08,450 --> 00:03:10,310 of I really just want to do this. 74 00:03:10,310 --> 00:03:11,230 PROFESSOR: It feels good to win. 75 00:03:11,230 --> 00:03:11,525 AUDIENCE: Yes. 76 00:03:11,525 --> 00:03:11,820 PROFESSOR: Yeah. 77 00:03:11,820 --> 00:03:12,465 So what else? 78 00:03:12,465 --> 00:03:13,230 AUDIENCE: Free marketing. 79 00:03:13,230 --> 00:03:14,330 PROFESSOR: Free marketing. 80 00:03:14,330 --> 00:03:16,265 What else? 81 00:03:16,265 --> 00:03:17,570 AUDIENCE: Credibility? 82 00:03:17,570 --> 00:03:18,800 PROFESSOR: Credibility. 83 00:03:18,800 --> 00:03:20,292 What else? 84 00:03:20,292 --> 00:03:21,800 AUDIENCE: The establishment of an industry? 85 00:03:21,800 --> 00:03:23,990 PROFESSOR: The establishment of an industry, and hopefully 86 00:03:23,990 --> 00:03:26,470 follow on market benefits if the prize is 87 00:03:26,470 --> 00:03:27,740 designed in that way. 88 00:03:27,740 --> 00:03:29,390 AUDIENCE: You keep you intellectual properties. 89 00:03:29,390 --> 00:03:30,970 PROFESSOR: You often keep your intellectual property. 90 00:03:30,970 --> 00:03:34,330 Certainly in the X Prizes you do. 91 00:03:34,330 --> 00:03:38,600 One of the big things that teams value is the PR, free 92 00:03:38,600 --> 00:03:40,450 PR, massive amounts. 93 00:03:40,450 --> 00:03:43,070 And this is Ansari, we're talking 5.5 billion media 94 00:03:43,070 --> 00:03:44,550 impressions. 95 00:03:44,550 --> 00:03:47,250 If you value that on the free market, they call it $120 96 00:03:47,250 --> 00:03:49,520 million worth of free press for your team. 97 00:03:49,520 --> 00:03:50,770 That's pretty good. 98 00:03:54,960 --> 00:03:57,690 Name an ad campaign. 99 00:03:57,690 --> 00:03:59,060 Let me be a little more specific. 100 00:03:59,060 --> 00:04:00,015 Name an ad campaign that sticks. 101 00:04:00,015 --> 00:04:01,590 Anyone, Paul? 102 00:04:01,590 --> 00:04:02,180 AUDIENCE: Apple. 103 00:04:02,180 --> 00:04:02,500 PROFESSOR: Apple. 104 00:04:02,500 --> 00:04:03,750 Which one? 105 00:04:06,510 --> 00:04:07,750 AUDIENCE: The skinny guy and the fat guy. 106 00:04:07,750 --> 00:04:09,150 PROFESSOR: The Apple/PC. 107 00:04:09,150 --> 00:04:09,966 Yeah. 108 00:04:09,966 --> 00:04:10,780 AUDIENCE: Got milk? 109 00:04:10,780 --> 00:04:11,500 PROFESSOR: Got milk? 110 00:04:11,500 --> 00:04:13,740 What else? 111 00:04:13,740 --> 00:04:14,520 AUDIENCE: Just do it. 112 00:04:14,520 --> 00:04:16,130 PROFESSOR: Just do it, big one. 113 00:04:16,130 --> 00:04:17,779 What else? 114 00:04:17,779 --> 00:04:19,029 AUDIENCE: Terry Tate, Office Linebacker. 115 00:04:22,150 --> 00:04:24,870 PROFESSOR: What do these have in common? 116 00:04:24,870 --> 00:04:29,110 What do these catchy ad campaigns have in common? 117 00:04:33,349 --> 00:04:34,770 AUDIENCE: Taglines. 118 00:04:34,770 --> 00:04:36,020 PROFESSOR: Taglines. 119 00:04:41,390 --> 00:04:42,640 What else? 120 00:04:47,468 --> 00:04:48,718 AUDIENCE: Short and fun. 121 00:04:55,790 --> 00:04:58,755 PROFESSOR: What else? 122 00:04:58,755 --> 00:05:00,751 AUDIENCE: Same over time. 123 00:05:00,751 --> 00:05:01,749 PROFESSOR: Say that again. 124 00:05:01,749 --> 00:05:02,248 AUDIENCE: It stays over the time. 125 00:05:02,248 --> 00:05:04,244 It's the same message over time. 126 00:05:07,250 --> 00:05:09,150 PROFESSOR: So the same message over time. 127 00:05:09,150 --> 00:05:10,400 AUDIENCE: [INAUDIBLE PHRASE]. 128 00:05:13,726 --> 00:05:16,258 PROFESSOR: Yeah, so the little jingle. 129 00:05:16,258 --> 00:05:17,508 AUDIENCE: [INAUDIBLE PHRASE]. 130 00:05:26,800 --> 00:05:28,050 Simple and smart. 131 00:05:28,050 --> 00:05:29,300 PROFESSOR: Yeah, simple and smart. 132 00:05:35,020 --> 00:05:36,810 Is there and ad campaign that you can tell me that you 133 00:05:36,810 --> 00:05:38,810 really remember that doesn't fit these things? 134 00:05:47,080 --> 00:05:49,706 Is there an ad campaign that shocked you. 135 00:05:49,706 --> 00:05:51,760 AUDIENCE: I'd definitely call some of the beer 136 00:05:51,760 --> 00:05:54,090 advertisements certainly not simple, maybe not smart. 137 00:05:54,090 --> 00:05:56,790 You remember them anyway. 138 00:05:56,790 --> 00:05:58,180 PROFESSOR: Short, fun, and stupid. 139 00:05:58,180 --> 00:05:59,880 AUDIENCE: Yeah, that'll work too. 140 00:05:59,880 --> 00:06:01,200 PROFESSOR: Yeah? 141 00:06:01,200 --> 00:06:05,190 AUDIENCE: Billy Mays, I don't know. 142 00:06:05,190 --> 00:06:05,760 PROFESSOR: Yeah. 143 00:06:05,760 --> 00:06:08,960 So what is it about Billy Mays? 144 00:06:08,960 --> 00:06:13,922 AUDIENCE: Well he's just sort of yelling at you for one to 145 00:06:13,922 --> 00:06:18,610 five minutes and saying, this is awesome. 146 00:06:18,610 --> 00:06:20,562 You have to buy it now, now, now. 147 00:06:20,562 --> 00:06:22,270 PROFESSOR: Yeah, so there's repetitiveness there. 148 00:06:22,270 --> 00:06:24,570 There's also emotional content. 149 00:06:24,570 --> 00:06:27,790 Billy Mays is very excitable, very excited. 150 00:06:27,790 --> 00:06:29,950 my mom used to cry every season when political 151 00:06:29,950 --> 00:06:30,890 commercials came on. 152 00:06:30,890 --> 00:06:32,330 It didn't matter what candidate it was for. 153 00:06:32,330 --> 00:06:33,930 They always made her cry. 154 00:06:33,930 --> 00:06:35,160 And she remembers those. 155 00:06:35,160 --> 00:06:37,820 They've got an emotional heart string component. 156 00:06:37,820 --> 00:06:39,260 There are commercials that are shocking. 157 00:06:39,260 --> 00:06:43,000 There are commercials that make you laugh. 158 00:06:43,000 --> 00:06:45,560 But they all have some sort of emotional connection. 159 00:06:49,250 --> 00:06:53,230 Name an ad campaign that got you to do or buy something. 160 00:06:53,230 --> 00:06:55,460 Because you saw that ad you actually did something. 161 00:06:58,470 --> 00:07:00,940 AUDIENCE: Well there was the..I remember an ad for 162 00:07:00,940 --> 00:07:02,190 World Lights Out Day. 163 00:07:05,122 --> 00:07:07,280 Granted I'm sort of an environmentalist myself. 164 00:07:07,280 --> 00:07:13,410 But I know that I had a bunch of psets due that week. 165 00:07:13,410 --> 00:07:16,210 The last thing I wanted to do is turn off my laptop and just 166 00:07:16,210 --> 00:07:17,645 sit around in the dark for an hour. 167 00:07:17,645 --> 00:07:21,350 But amazingly enough, I pulled myself to do it anyway. 168 00:07:21,350 --> 00:07:23,396 PROFESSOR: OK, what else? 169 00:07:23,396 --> 00:07:26,660 Who else actually did something because of an ad? 170 00:07:26,660 --> 00:07:29,495 AUDIENCE: If you see something on sale. 171 00:07:29,495 --> 00:07:30,920 You click on it to check the sale prices. 172 00:07:30,920 --> 00:07:33,090 PROFESSOR: Yeah totally. 173 00:07:33,090 --> 00:07:34,620 What else? 174 00:07:34,620 --> 00:07:36,560 Online banner ads, anyone ever clicked on one? 175 00:07:39,290 --> 00:07:41,740 Google ads? 176 00:07:41,740 --> 00:07:44,970 I click on Google ads a lot if I'm shopping for something. 177 00:07:44,970 --> 00:07:48,150 I find that the ads that come up are relevant. 178 00:07:48,150 --> 00:07:50,390 So it has some relevance to it. 179 00:07:50,390 --> 00:07:51,870 It has some relevance to the demographic 180 00:07:51,870 --> 00:07:53,750 that it's aiming at. 181 00:07:53,750 --> 00:07:55,000 AUDIENCE: They tend to [INAUDIBLE PHRASE]. 182 00:07:58,690 --> 00:08:00,590 PROFESSOR: All right. 183 00:08:00,590 --> 00:08:02,490 Paul? 184 00:08:02,490 --> 00:08:06,038 AUDIENCE: I was just going to say one is that those with a 185 00:08:06,038 --> 00:08:13,090 social cause and especially ones right after 9/11. 186 00:08:13,090 --> 00:08:18,720 I throw up so many checks that I have to slap myself not to. 187 00:08:18,720 --> 00:08:22,710 PROFESSOR: The breast cancer awareness month is October, we 188 00:08:22,710 --> 00:08:23,360 just got through. 189 00:08:23,360 --> 00:08:26,460 And the number of a pink ribbons I saw was incredible. 190 00:08:26,460 --> 00:08:29,050 And the amount of money that that ad campaign has raised 191 00:08:29,050 --> 00:08:31,860 for that organization is huge. 192 00:08:31,860 --> 00:08:33,280 So some of them make you do things. 193 00:08:33,280 --> 00:08:37,330 But figuring out what sticks and translates to what 194 00:08:37,330 --> 00:08:41,929 actually makes you take action is not a simple thing. 195 00:08:41,929 --> 00:08:43,720 Is there any ad that you've ever seen that gets you to 196 00:08:43,720 --> 00:08:45,050 successfully change your behavior? 197 00:08:48,570 --> 00:08:53,745 AUDIENCE: At MIT there was a group called SAVE. 198 00:08:53,745 --> 00:08:55,240 They're an environment group. 199 00:08:55,240 --> 00:08:58,500 But they have a really clever ad campaign. 200 00:08:58,500 --> 00:09:00,890 They call it Do It in the Dark. 201 00:09:00,890 --> 00:09:02,680 They have these glow in the dark stickers that you put on 202 00:09:02,680 --> 00:09:06,090 the light switch. 203 00:09:06,090 --> 00:09:09,223 But at the same time they're also distributing glow in the 204 00:09:09,223 --> 00:09:10,420 dark condoms and really stupid stuff like that. 205 00:09:10,420 --> 00:09:11,540 But it was funny. 206 00:09:11,540 --> 00:09:13,620 It was lighthearted. 207 00:09:13,620 --> 00:09:16,180 The use the circular doors instead of-- 208 00:09:16,180 --> 00:09:17,280 PROFESSOR: Yeah. 209 00:09:17,280 --> 00:09:20,520 I find those little stickers to be really effective. 210 00:09:20,520 --> 00:09:22,210 Those little nudges, right? 211 00:09:22,210 --> 00:09:24,760 anyone actually read Nudge? 212 00:09:24,760 --> 00:09:27,460 Great book came out, top book for The Economist 213 00:09:27,460 --> 00:09:28,290 Magazine this year. 214 00:09:28,290 --> 00:09:32,660 It talks about how the messages in the right place at 215 00:09:32,660 --> 00:09:34,340 the right time can really change behavior. 216 00:09:34,340 --> 00:09:39,050 The way that you arrange the food in a middle school 217 00:09:39,050 --> 00:09:43,800 cafeteria can really determine what kids choose to eat, 218 00:09:43,800 --> 00:09:45,050 little nudges. 219 00:09:47,856 --> 00:09:50,830 Have you ever had and ad that you loved and you couldn't 220 00:09:50,830 --> 00:09:52,080 tell me what the product was for? 221 00:09:57,210 --> 00:10:01,750 For instance, there's a number of ad campaigns out right now 222 00:10:01,750 --> 00:10:04,420 for car insurance. 223 00:10:04,420 --> 00:10:08,160 There's the one with the anime girl. 224 00:10:08,160 --> 00:10:11,040 Can anyone tell me which company that's for? 225 00:10:11,040 --> 00:10:12,320 AUDIENCE: Yeah, that's-- 226 00:10:12,320 --> 00:10:13,160 Progressive. 227 00:10:13,160 --> 00:10:13,910 PROFESSOR: Not Progressive. 228 00:10:13,910 --> 00:10:14,830 AUDIENCE: No it's online. 229 00:10:14,830 --> 00:10:16,210 It's like Esurance. 230 00:10:16,210 --> 00:10:17,200 PROFESSOR: Esurance. 231 00:10:17,200 --> 00:10:20,980 What about the white room with all the white? 232 00:10:20,980 --> 00:10:21,620 AUDIENCE: Progressive. 233 00:10:21,620 --> 00:10:23,970 PROFESSOR: That one is Progressive. 234 00:10:23,970 --> 00:10:25,160 I'm sure there's others. 235 00:10:25,160 --> 00:10:28,160 What about the gecko? 236 00:10:28,160 --> 00:10:28,260 AUDIENCE: Geico. 237 00:10:28,260 --> 00:10:28,610 PROFESSOR: Geico. 238 00:10:28,610 --> 00:10:30,500 Would you remember it if it didn't say Geico and gecko 239 00:10:30,500 --> 00:10:31,816 sounded like the same thing. 240 00:10:31,816 --> 00:10:33,490 I don't know if I would. 241 00:10:33,490 --> 00:10:34,770 I'm spending so much time paying 242 00:10:34,770 --> 00:10:36,580 attention to get the gecko. 243 00:10:36,580 --> 00:10:38,540 So I think that there's a lot of things that we can think 244 00:10:38,540 --> 00:10:40,050 about in terms of advertising. 245 00:10:40,050 --> 00:10:45,090 We sort of know intuitively what gets us, what misses us, 246 00:10:45,090 --> 00:10:48,530 and what it is catchy and fun but ultimately never left a 247 00:10:48,530 --> 00:10:50,365 mark on our behavior. 248 00:10:53,490 --> 00:10:56,340 This was a nice slide that Dr. [UNINTELLIGIBLE] 249 00:10:56,340 --> 00:10:58,350 put up a couple weeks ago, last week. 250 00:10:58,350 --> 00:11:02,000 So we're talking about the stages of prizes, right? 251 00:11:02,000 --> 00:11:02,840 So we have an idea. 252 00:11:02,840 --> 00:11:03,630 We do the prize design. 253 00:11:03,630 --> 00:11:04,720 We do validation. 254 00:11:04,720 --> 00:11:08,650 We talk about the prize. 255 00:11:08,650 --> 00:11:09,360 We kick it off. 256 00:11:09,360 --> 00:11:10,280 We do some monitoring. 257 00:11:10,280 --> 00:11:13,660 We have our proof of concept or our actual competition. 258 00:11:13,660 --> 00:11:15,660 And then there's a new market that comes. 259 00:11:15,660 --> 00:11:22,420 So which of these require advertising? 260 00:11:22,420 --> 00:11:25,486 AUDIENCE: The stuff under prize communication. 261 00:11:25,486 --> 00:11:27,040 PROFESSOR: OK, so who are you communicating to? 262 00:11:27,040 --> 00:11:30,860 AUDIENCE: The people who going to compete for the prize. 263 00:11:30,860 --> 00:11:34,770 PROFESSOR: So prize communication, you're going to 264 00:11:34,770 --> 00:11:36,240 communicate to potential competitors. 265 00:11:44,300 --> 00:11:47,720 If we consider this to be the whole period of time before 266 00:11:47,720 --> 00:11:49,620 the prize is launched, who else do we have 267 00:11:49,620 --> 00:11:50,575 to communicate to? 268 00:11:50,575 --> 00:11:52,344 Who else do we have to sell to? 269 00:11:52,344 --> 00:11:53,140 AUDIENCE: Sponsors. 270 00:11:53,140 --> 00:11:54,390 PROFESSOR: Sponsors. 271 00:11:56,500 --> 00:11:59,225 Who's going to put up that $10 million prize first and all 272 00:11:59,225 --> 00:12:01,570 the operating expenses? 273 00:12:01,570 --> 00:12:03,854 Who else? 274 00:12:03,854 --> 00:12:06,770 AUDIENCE: Media. 275 00:12:06,770 --> 00:12:10,280 PROFESSOR: I would say media is a little one in this phase. 276 00:12:10,280 --> 00:12:11,720 We're sort of cultivating relationships. 277 00:12:11,720 --> 00:12:16,810 But we're not trying to tell a story to the public just yet, 278 00:12:16,810 --> 00:12:19,990 not until we have a person-hand. 279 00:12:19,990 --> 00:12:21,220 But who else are we really looking to 280 00:12:21,220 --> 00:12:22,470 talk to at this point? 281 00:12:26,364 --> 00:12:27,316 AUDIENCE: Judges? 282 00:12:27,316 --> 00:12:29,710 No, I guess that's too simple. 283 00:12:29,710 --> 00:12:33,210 PROFESSOR: Let me broaden that out and say the industry. 284 00:12:33,210 --> 00:12:38,870 So in this phase, When you're doing your prize design, your 285 00:12:38,870 --> 00:12:43,660 validating it, that's where expert opinions, community 286 00:12:43,660 --> 00:12:45,260 opinions really matter. 287 00:12:45,260 --> 00:12:50,830 This is where it mattered how we measured 100 miles per 288 00:12:50,830 --> 00:12:52,550 gallon equivalent. 289 00:12:52,550 --> 00:12:54,460 It mattered where the race was going to be. 290 00:12:54,460 --> 00:12:57,830 It mattered what kinds of vehicles were going to be loud 291 00:12:57,830 --> 00:12:59,040 in the competition no matter what the 292 00:12:59,040 --> 00:13:00,130 safety standards were. 293 00:13:00,130 --> 00:13:02,770 And these kind of inputs all came from the 294 00:13:02,770 --> 00:13:03,970 community at large. 295 00:13:03,970 --> 00:13:05,810 Not necessarily the people who were going to compete, though 296 00:13:05,810 --> 00:13:07,160 some of them were involved. 297 00:13:07,160 --> 00:13:10,040 Burt Rutan was involved in the formation of the rules for the 298 00:13:10,040 --> 00:13:10,990 Ansari X Prize. 299 00:13:10,990 --> 00:13:13,360 So he was someone that they went out and asked. 300 00:13:13,360 --> 00:13:15,785 So were a lot of his competitors. 301 00:13:15,785 --> 00:13:19,450 But this is the stage where we're thinking about how we 302 00:13:19,450 --> 00:13:21,720 formulate the prize in the right way, who's going to 303 00:13:21,720 --> 00:13:24,640 compete, who's going to sponsor. 304 00:13:24,640 --> 00:13:27,484 Where else does communication come into play? 305 00:13:27,484 --> 00:13:28,340 AUDIENCE: Prize kickoff. 306 00:13:28,340 --> 00:13:29,670 PROFESSOR: Yeah. 307 00:13:29,670 --> 00:13:32,660 So the kickoff is big. 308 00:13:32,660 --> 00:13:35,040 So the kickoff Progressive Automotive, they were on stage 309 00:13:35,040 --> 00:13:38,390 at the New York Auto Show with Michael Bloomberg. 310 00:13:38,390 --> 00:13:41,650 Jay Leno had them on TV that night, so 311 00:13:41,650 --> 00:13:43,240 pretty big media events. 312 00:13:43,240 --> 00:13:47,080 So who are you communicating to? 313 00:13:47,080 --> 00:13:47,338 AUDIENCE: The media is communicating to 314 00:13:47,338 --> 00:13:48,755 the public at large. 315 00:13:48,755 --> 00:13:51,660 PROFESSOR: Yeah, the public. 316 00:13:51,660 --> 00:13:53,410 Who else do we care about at the kickoff? 317 00:13:58,800 --> 00:13:59,790 AUDIENCE: Media. 318 00:13:59,790 --> 00:14:03,660 PROFESSOR: Yeah media is big, and in some respects because 319 00:14:03,660 --> 00:14:06,820 they are an angle to the public and everybody else. 320 00:14:06,820 --> 00:14:09,090 But in some respects because you're starting to cultivate a 321 00:14:09,090 --> 00:14:10,730 relationship with the media that's going to last 322 00:14:10,730 --> 00:14:11,940 throughout your competition. 323 00:14:11,940 --> 00:14:14,730 And this is where you really start to engage them. 324 00:14:14,730 --> 00:14:16,164 What else? 325 00:14:16,164 --> 00:14:17,070 AUDIENCE: Competitors. 326 00:14:17,070 --> 00:14:20,050 PROFESSOR: Yeah, competitors. 327 00:14:20,050 --> 00:14:25,650 If the day of competition is launched no one knows about 328 00:14:25,650 --> 00:14:28,980 it, you fail. 329 00:14:28,980 --> 00:14:30,760 So your competitors, anybody else? 330 00:14:34,900 --> 00:14:36,770 So those are your primary audiences. 331 00:14:36,770 --> 00:14:38,450 What about during the prize competition? 332 00:14:43,720 --> 00:14:48,420 So your teams have registered, things are going along. 333 00:14:48,420 --> 00:14:50,700 No one has won yet. 334 00:14:50,700 --> 00:14:54,620 Are you doing any message managing, any media work? 335 00:14:54,620 --> 00:14:57,110 AUDIENCE: Still media and public [INAUDIBLE PHRASE] 336 00:14:57,110 --> 00:15:00,596 interested in what the competitors are doing and 337 00:15:00,596 --> 00:15:03,090 making sure that it's still interesting. 338 00:15:03,090 --> 00:15:04,720 PROFESSOR: Another thing that's in the space for X 339 00:15:04,720 --> 00:15:13,560 Prize is education, we'll say educators and students, as 340 00:15:13,560 --> 00:15:16,590 part of their public campaign, but also as an explicit 341 00:15:16,590 --> 00:15:17,840 additional item. 342 00:15:20,590 --> 00:15:22,770 AUDIENCE: Is it important doing the prize formations 343 00:15:22,770 --> 00:15:28,350 where you create these checkgates so that you can get 344 00:15:28,350 --> 00:15:30,190 the attention of the media and continue to say... 345 00:15:30,190 --> 00:15:31,900 PROFESSOR: Yes, exactly. 346 00:15:31,900 --> 00:15:35,890 AUDIENCE: Now you have only 500 companies, now you're down 347 00:15:35,890 --> 00:15:36,630 to 100 companies. 348 00:15:36,630 --> 00:15:37,900 PROFESSOR: Yeah, so stage-gates are really nice 349 00:15:37,900 --> 00:15:40,490 for drawing the attention of the media. 350 00:15:40,490 --> 00:15:44,180 You can only send out so many press releases the say, we're 351 00:15:44,180 --> 00:15:46,960 having a competition, before people start to ignore them. 352 00:15:46,960 --> 00:15:50,320 If you send out one that says, now we have 20 competitors, 353 00:15:50,320 --> 00:15:53,670 now those 20 competitors are going to be putting their cars 354 00:15:53,670 --> 00:15:54,960 on dynamos. 355 00:15:54,960 --> 00:15:58,250 Now we have ten competitors including this really 356 00:15:58,250 --> 00:16:00,040 interesting story from West Philly High School. 357 00:16:00,040 --> 00:16:04,225 You can start to build your messaging in that way. 358 00:16:04,225 --> 00:16:08,459 AUDIENCE: And also the different trials or stages 359 00:16:08,459 --> 00:16:09,760 make what is happening [UNINTELLIGIBLE PHRASE]. 360 00:16:18,140 --> 00:16:19,180 PROFESSOR: Yeah, exactly. 361 00:16:19,180 --> 00:16:26,325 So if we have, let's call it the prize competition itself, 362 00:16:26,325 --> 00:16:30,190 so now you're launching your rockets, or you're racing your 363 00:16:30,190 --> 00:16:33,860 cars, or whatever's going on. 364 00:16:33,860 --> 00:16:37,270 Anyone different this time? 365 00:16:37,270 --> 00:16:41,662 AUDIENCE: Probably work with the investors involved now, 366 00:16:41,662 --> 00:16:44,346 not so much the sponsors, but the people who 367 00:16:44,346 --> 00:16:45,080 might taket his idea. 368 00:16:45,080 --> 00:16:45,465 PROFESSOR: Yes. 369 00:16:45,465 --> 00:16:47,900 So the future investors. 370 00:16:52,060 --> 00:16:55,390 And some of that's happening up here as well. 371 00:16:55,390 --> 00:16:57,310 During the prize most of the teams are still raising 372 00:16:57,310 --> 00:17:01,740 capital throughout the course of the prize. 373 00:17:01,740 --> 00:17:04,920 And there's 21 teams in the Google Lunar X Prize. 374 00:17:04,920 --> 00:17:06,750 And I don't believe any of them have enough money to 375 00:17:06,750 --> 00:17:08,140 launch a rocket right now. 376 00:17:08,140 --> 00:17:10,380 So they're still raising money. 377 00:17:10,380 --> 00:17:12,164 So here you've got future investors in the technology. 378 00:17:12,164 --> 00:17:17,450 You definitely want the big automakers to be at the race 379 00:17:17,450 --> 00:17:19,274 the day of Progressive Auto. 380 00:17:19,274 --> 00:17:20,524 Who else? 381 00:17:24,530 --> 00:17:27,496 Anyone disagree with me copying this list up here? 382 00:17:27,496 --> 00:17:31,888 AUDIENCE: Just to refresh my memory, what is the educator's 383 00:17:31,888 --> 00:17:36,610 role in sort of being reached out during the prize? 384 00:17:36,610 --> 00:17:38,270 PROFESSOR: So from the perspective of the X Prize 385 00:17:38,270 --> 00:17:40,350 Foundation, a prize is not just about the new technology. 386 00:17:40,350 --> 00:17:43,440 It's also about inspiring the next generation, and insofar 387 00:17:43,440 --> 00:17:45,170 as educators play a formal role in that. 388 00:17:53,140 --> 00:17:54,560 The other thing that happens the day of your prize 389 00:17:54,560 --> 00:17:56,960 competition is that you're starting to 390 00:17:56,960 --> 00:17:58,770 look for future sponsors. 391 00:18:02,440 --> 00:18:04,600 This is where all the excitement 392 00:18:04,600 --> 00:18:06,420 is happening, right? 393 00:18:06,420 --> 00:18:10,280 If you have the Progressive Auto X Prize Race, and you 394 00:18:10,280 --> 00:18:14,560 don't have the next set of sponsors lined up and watching 395 00:18:14,560 --> 00:18:17,020 that race and getting excited you've done something wrong, 396 00:18:17,020 --> 00:18:20,296 so future donors, future sponsors of prizes. 397 00:18:20,296 --> 00:18:22,190 What about afterwards? 398 00:18:22,190 --> 00:18:25,220 Is there anything to be done after a prize is won? 399 00:18:25,220 --> 00:18:25,830 AUDIENCE: Yes. 400 00:18:25,830 --> 00:18:26,400 PROFESSOR: What? 401 00:18:26,400 --> 00:18:29,550 AUDIENCE: Continue trumpeting the winner as look at this 402 00:18:29,550 --> 00:18:31,466 spectacular thing we've done. 403 00:18:31,466 --> 00:18:36,296 And also from this, we've created these new products. 404 00:18:36,296 --> 00:18:39,677 And the point [UNINTELLIGIBLE PHRASE] 405 00:18:39,677 --> 00:18:42,816 to have one prize go out and then never hear 406 00:18:42,816 --> 00:18:44,040 about it ever again. 407 00:18:44,040 --> 00:18:50,120 PROFESSOR: So post-prize, you're building the team, 408 00:18:50,120 --> 00:18:54,120 building up the team, and not even 409 00:18:54,120 --> 00:18:55,810 necessarily just the winner. 410 00:18:55,810 --> 00:18:58,580 There may be reasons to be telling stories of those who 411 00:18:58,580 --> 00:19:02,160 competed and failed or competed and got close. 412 00:19:02,160 --> 00:19:05,010 You're trying to build your brand. 413 00:19:05,010 --> 00:19:07,260 And insofar as your brand is tied up with these teams, 414 00:19:07,260 --> 00:19:10,910 that's a part of the reason for supporting the teams. 415 00:19:10,910 --> 00:19:12,525 But you're also trying to support the industry. 416 00:19:17,090 --> 00:19:23,410 Because ultimately, the success of Burt Rutan in 417 00:19:23,410 --> 00:19:27,910 selling SpaceShipOne, the success of Virgin Galactic in 418 00:19:27,910 --> 00:19:29,440 launching people into space, comes back in 419 00:19:29,440 --> 00:19:32,100 benefits to the X Prize. 420 00:19:32,100 --> 00:19:34,380 All right, so you can tell that there's a lot of PR work 421 00:19:34,380 --> 00:19:36,390 that goes on throughout the course of a prize. 422 00:19:36,390 --> 00:19:40,160 In fact, if I were going to name the X Prize's core 423 00:19:40,160 --> 00:19:43,450 competency, I would say it was PR and marketing. 424 00:19:43,450 --> 00:19:46,220 That's fundamentally what the organization is 425 00:19:46,220 --> 00:19:48,940 organized to do. 426 00:19:48,940 --> 00:19:52,140 We're going to talk about four pieces of an engagement 427 00:19:52,140 --> 00:19:55,800 strategy today, namely audience, which we've started 428 00:19:55,800 --> 00:19:57,990 to talk about a bit here, the message, 429 00:19:57,990 --> 00:20:00,860 strategy, and the delivery. 430 00:20:00,860 --> 00:20:02,300 Who's this? 431 00:20:02,300 --> 00:20:03,190 AUDIENCE: iPod and Bono. 432 00:20:03,190 --> 00:20:04,520 PROFESSOR: iPod and Bono. 433 00:20:04,520 --> 00:20:07,750 So there's two things going on there, right? 434 00:20:07,750 --> 00:20:08,880 You can all tell me who it is. 435 00:20:08,880 --> 00:20:10,130 Why is that important? 436 00:20:12,095 --> 00:20:12,558 AUDIENCE: It could be you. 437 00:20:12,558 --> 00:20:13,490 It could be me. 438 00:20:13,490 --> 00:20:13,840 PROFESSOR: Yeah. 439 00:20:13,840 --> 00:20:16,700 But why else is it important? 440 00:20:16,700 --> 00:20:21,380 Some of the iPod videos are very generic people. 441 00:20:21,380 --> 00:20:24,240 But this one we all know is Bono. 442 00:20:24,240 --> 00:20:26,694 Why does that matter? 443 00:20:26,694 --> 00:20:29,321 AUDIENCE: That's the same reason why everyone puts stars 444 00:20:29,321 --> 00:20:33,380 in their ads, because everyone wants to be like Mike. 445 00:20:33,380 --> 00:20:35,460 PROFESSOR: So there's a demographic that you're 446 00:20:35,460 --> 00:20:38,480 shooting to capture here. 447 00:20:38,480 --> 00:20:43,070 You're affiliating the Apple name with U2. 448 00:20:43,070 --> 00:20:45,480 And you're saying that that affiliation is somehow 449 00:20:45,480 --> 00:20:46,670 meaningful. 450 00:20:46,670 --> 00:20:47,920 So we're going to come back to that. 451 00:20:51,050 --> 00:20:54,510 Some of what we were talking about over on that list that's 452 00:20:54,510 --> 00:20:57,360 happening here, these are really simple ads. 453 00:20:57,360 --> 00:20:59,810 They're not graphically intensive. 454 00:20:59,810 --> 00:21:04,150 They're not heavy on the messaging. 455 00:21:04,150 --> 00:21:08,230 It's typically a song or an image like this. 456 00:21:08,230 --> 00:21:09,610 And we still know that it's iPod. 457 00:21:09,610 --> 00:21:10,860 Why? 458 00:21:12,862 --> 00:21:14,970 AUDIENCE: Because they print out so many of these and it's 459 00:21:14,970 --> 00:21:17,630 the same style each time. 460 00:21:17,630 --> 00:21:22,240 PROFESSOR: So that stylistic branding and building a 461 00:21:22,240 --> 00:21:27,330 message, not even necessarily a tagline, but a visual 462 00:21:27,330 --> 00:21:31,280 tagline over time is really impactful. 463 00:21:31,280 --> 00:21:33,530 So let's talk about audiences. 464 00:21:33,530 --> 00:21:37,240 We said over here that we wanted to talk to the public. 465 00:21:37,240 --> 00:21:37,780 Right? 466 00:21:37,780 --> 00:21:42,940 So let's talk about a prize in energy? 467 00:21:42,940 --> 00:21:45,190 Who is the public? 468 00:21:45,190 --> 00:21:47,000 Because you can't talk to everyone. 469 00:21:47,000 --> 00:21:48,610 You can't to six billion people on the 470 00:21:48,610 --> 00:21:50,180 planet all at once. 471 00:21:50,180 --> 00:21:54,930 So if you're going to be talking about energy, are any 472 00:21:54,930 --> 00:21:58,176 of these people particularly relevant? 473 00:21:58,176 --> 00:21:59,545 Are there other audiences? 474 00:21:59,545 --> 00:22:00,320 AUDIENCE: Environmentalists. 475 00:22:00,320 --> 00:22:02,026 PROFESSOR: Environmentalists clearly are. 476 00:22:02,026 --> 00:22:02,820 AUDIENCE: Techies can be. 477 00:22:02,820 --> 00:22:05,512 PROFESSOR: Techies can be. 478 00:22:05,512 --> 00:22:06,860 AUDIENCE: Entrepreneurs. 479 00:22:06,860 --> 00:22:08,840 PROFESSOR: Entrepreneurs. 480 00:22:08,840 --> 00:22:11,680 Who else? 481 00:22:11,680 --> 00:22:14,570 AUDIENCE: I remember a demographic that they used in 482 00:22:14,570 --> 00:22:16,400 better places that they called Scuppies-- 483 00:22:16,400 --> 00:22:19,890 socially conscious young urban professionals. 484 00:22:19,890 --> 00:22:22,990 PROFESSOR: Socially conscious yuppies, all right. 485 00:22:22,990 --> 00:22:25,130 Scuppies, I like it. 486 00:22:25,130 --> 00:22:25,910 Who else? 487 00:22:25,910 --> 00:22:29,650 Who else is relevant in an energy prize? 488 00:22:29,650 --> 00:22:31,963 AUDIENCE: Well, in some cases, it would also be the 489 00:22:31,963 --> 00:22:35,350 developmental people in a third world prize. 490 00:22:35,350 --> 00:22:36,520 PROFESSOR: What if you're trying to reach out to the 491 00:22:36,520 --> 00:22:38,850 people that are going to be taking advantage of your 492 00:22:38,850 --> 00:22:41,740 global prize? 493 00:22:41,740 --> 00:22:44,670 What's your demographic there? 494 00:22:44,670 --> 00:22:45,924 AUDIENCE: The government. 495 00:22:45,924 --> 00:22:46,700 NGOs. 496 00:22:46,700 --> 00:22:47,730 PROFESSOR: Governments, NGOs. 497 00:22:47,730 --> 00:22:49,216 Is there any reason that don't want to 498 00:22:49,216 --> 00:22:50,460 reach out to the users? 499 00:22:50,460 --> 00:22:50,788 AUDIENCE: You can't because it's very hard to 500 00:22:50,788 --> 00:22:52,038 reach out to them. 501 00:22:53,960 --> 00:22:54,850 PROFESSOR: It's doable though. 502 00:22:54,850 --> 00:22:56,280 It's harder, but it's doable. 503 00:22:56,280 --> 00:22:57,530 AUDIENCE: [INAUDIBLE PHRASE]? 504 00:22:59,310 --> 00:23:00,560 PROFESSOR: It's a good question. 505 00:23:03,080 --> 00:23:06,140 AUDIENCE: But also it has a risk of promise. 506 00:23:06,140 --> 00:23:08,380 PROFESSOR: It does have the risk of a promise. 507 00:23:08,380 --> 00:23:12,070 So reaching out and engaging the end users for a product 508 00:23:12,070 --> 00:23:15,910 that doesn't yet exist is building a market, which can 509 00:23:15,910 --> 00:23:16,810 be valuable. 510 00:23:16,810 --> 00:23:18,680 And it can be dangerous as well. 511 00:23:21,610 --> 00:23:22,020 Who else? 512 00:23:22,020 --> 00:23:25,040 Are there are other segments of let's say, the sort of 513 00:23:25,040 --> 00:23:28,750 Western media savvy market that are relevant 514 00:23:28,750 --> 00:23:33,110 to an energy prize? 515 00:23:33,110 --> 00:23:36,550 AUDIENCE: Well it's going to be whoever is going to be 516 00:23:36,550 --> 00:23:37,380 using it at the end. 517 00:23:37,380 --> 00:23:42,570 So Green Aviation, the aviation hobbyist market will 518 00:23:42,570 --> 00:23:43,720 be interested in this. 519 00:23:43,720 --> 00:23:47,120 Home-scale storage, the people who are in the markets that 520 00:23:47,120 --> 00:23:50,970 have time-of-day pricing will be interested. 521 00:23:50,970 --> 00:23:53,910 Grid-scale storage, it's going to be more utilities rather 522 00:23:53,910 --> 00:23:57,001 than so much like the public as we tend to 523 00:23:57,001 --> 00:23:58,250 think of the public. 524 00:23:58,250 --> 00:24:00,620 PROFESSOR: So there's clearly the user communities. 525 00:24:00,620 --> 00:24:03,430 What I want to push a little bit today is to remember that 526 00:24:03,430 --> 00:24:05,140 the broader community is actually really 527 00:24:05,140 --> 00:24:06,610 important for X Prize. 528 00:24:06,610 --> 00:24:09,060 We talk about 5.5 billion media impressions. 529 00:24:09,060 --> 00:24:13,450 Those don't go to only the competitors and the users. 530 00:24:13,450 --> 00:24:15,170 Particular in the case of commercial space we have a 531 00:24:15,170 --> 00:24:19,490 total user market estimated at around 13,000. 532 00:24:19,490 --> 00:24:22,690 You've far oversampled if you're trying to push out six 533 00:24:22,690 --> 00:24:24,510 billion media impressions. 534 00:24:24,510 --> 00:24:26,040 But that's important, right? 535 00:24:26,040 --> 00:24:27,690 You're building a name for the prize. 536 00:24:27,690 --> 00:24:29,930 You're building an audience. 537 00:24:29,930 --> 00:24:34,260 Competition is worth far less without people watching the 538 00:24:34,260 --> 00:24:35,250 competition. 539 00:24:35,250 --> 00:24:39,180 Imagine a scrimmage football game versus an NFL game on 540 00:24:39,180 --> 00:24:42,353 game day, really big difference in terms of the 541 00:24:42,353 --> 00:24:44,720 amount of dollars you can bring in for ads, in terms of 542 00:24:44,720 --> 00:24:47,320 the sponsors that you can engage. 543 00:24:47,320 --> 00:24:50,450 So if we're going to think about energy, is there another 544 00:24:50,450 --> 00:24:52,388 demographic that we need to make sure we engage? 545 00:24:52,388 --> 00:24:55,320 AUDIENCE: People who think technology is cool or neat. 546 00:24:55,320 --> 00:24:56,070 PROFESSOR: Yeah. 547 00:24:56,070 --> 00:24:56,870 Just neato. 548 00:24:56,870 --> 00:24:59,530 How would you find them? 549 00:24:59,530 --> 00:25:03,485 What's the salient feature of those people? 550 00:25:03,485 --> 00:25:04,450 AUDIENCE: Disposable income. 551 00:25:04,450 --> 00:25:07,070 PROFESSOR: So they have some level of disposable income. 552 00:25:07,070 --> 00:25:08,060 AUDIENCE: What they read. 553 00:25:08,060 --> 00:25:09,410 PROFESSOR: Yeah, like what? 554 00:25:09,410 --> 00:25:11,700 AUDIENCE: Popular Science, Popular Mechanics. 555 00:25:11,700 --> 00:25:12,820 Wired. 556 00:25:12,820 --> 00:25:13,010 PROFESSOR: Wired. 557 00:25:13,010 --> 00:25:14,270 AUDIENCE: Yeah, Wired. 558 00:25:14,270 --> 00:25:16,080 PROFESSOR: So popular print magazines that are 559 00:25:16,080 --> 00:25:18,330 technology-related. 560 00:25:18,330 --> 00:25:20,150 TV shows? 561 00:25:20,150 --> 00:25:22,530 AUDIENCE: Yeah, like the fix up your home shows would 562 00:25:22,530 --> 00:25:25,380 probably be a reasonable place to look. 563 00:25:25,380 --> 00:25:28,315 Discovery Channel kinds of things, [Big Bang Theory] 564 00:25:28,315 --> 00:25:29,940 MythBusters. 565 00:25:29,940 --> 00:25:32,460 PROFESSOR: MythBusters yeah. 566 00:25:32,460 --> 00:25:36,490 So is there another way that you find this people? 567 00:25:36,490 --> 00:25:43,090 Are there things that they own, places that they shop? 568 00:25:43,090 --> 00:25:50,360 AUDIENCE: Tools, like any sort of do-it-yourself stuff. 569 00:25:50,360 --> 00:25:54,642 Probably newer media displays, like Pandora for instance, or 570 00:25:54,642 --> 00:25:56,450 Grooveshark or something like that. 571 00:25:56,450 --> 00:25:58,860 PROFESSOR: So insofar as you're reaching out to the 572 00:25:58,860 --> 00:26:01,400 people that tend to be the early adopters, I think that 573 00:26:01,400 --> 00:26:03,060 that's very true. 574 00:26:03,060 --> 00:26:06,560 And you can sort of start to think about how early in the 575 00:26:06,560 --> 00:26:09,570 marketplace you want to be reaching out to. 576 00:26:09,570 --> 00:26:13,360 We have that nice bell chart, right? 577 00:26:13,360 --> 00:26:15,290 So you know that your early adopters are the most 578 00:26:15,290 --> 00:26:16,260 passionate. 579 00:26:16,260 --> 00:26:18,210 And they're really useful to tap into. 580 00:26:18,210 --> 00:26:20,350 But they're also a very small chunk of your market. 581 00:26:20,350 --> 00:26:22,540 So if you're talking about going viral, they may or may 582 00:26:22,540 --> 00:26:25,820 not be the right people. 583 00:26:25,820 --> 00:26:27,990 So what about teams? 584 00:26:27,990 --> 00:26:29,560 We're going to talk to teams. 585 00:26:29,560 --> 00:26:32,332 AUDIENCE: Given with the current technology though, 586 00:26:32,332 --> 00:26:33,720 [INAUDIBLE PHRASE]? 587 00:26:33,720 --> 00:26:35,380 PROFESSOR: Yeah, please. 588 00:26:35,380 --> 00:26:38,250 AUDIENCE: For example, [UNINTELLIGIBLE PHRASE] 589 00:26:38,250 --> 00:26:41,860 with those guys it's a long tail. 590 00:26:41,860 --> 00:26:42,800 PROFESSOR: That's true. 591 00:26:42,800 --> 00:26:45,050 AUDIENCE: It's huge. 592 00:26:45,050 --> 00:26:47,550 PROFESSOR: With the right Twitter users, right? 593 00:26:47,550 --> 00:26:50,310 Twitter like Wikipedia, there's a very small fraction 594 00:26:50,310 --> 00:26:54,120 that control a very large audience. 595 00:26:54,120 --> 00:26:56,130 If you can get to the gate keepers, then you have a 596 00:26:56,130 --> 00:26:58,100 pretty broad distribution. 597 00:26:58,100 --> 00:27:00,840 The average Twitter user and the average Facebook user is a 598 00:27:00,840 --> 00:27:03,760 fairly small distribution. 599 00:27:03,760 --> 00:27:08,110 AUDIENCE: I think it behooves us to find out who is that 600 00:27:08,110 --> 00:27:15,450 person to try to get a prize across. 601 00:27:15,450 --> 00:27:17,080 PROFESSOR: If you're engaged teams-- 602 00:27:17,080 --> 00:27:17,946 Yeah, Rob? 603 00:27:17,946 --> 00:27:18,900 AUDIENCE: I just have another question. 604 00:27:18,900 --> 00:27:21,740 So can you tap into nationalistic things? 605 00:27:21,740 --> 00:27:22,410 PROFESSOR: Totally. 606 00:27:22,410 --> 00:27:24,885 AUDIENCE: So what kind of people would 607 00:27:24,885 --> 00:27:27,360 you target for that? 608 00:27:27,360 --> 00:27:29,180 PROFESSOR: Well, what do you think? 609 00:27:29,180 --> 00:27:30,150 AUDIENCE: Yeah, I'm not really sure. 610 00:27:30,150 --> 00:27:33,602 Like for our prize, I'm not quite sure who 611 00:27:33,602 --> 00:27:34,350 you would tap into. 612 00:27:34,350 --> 00:27:38,380 PROFESSOR: So people get engaged in energy for reasons 613 00:27:38,380 --> 00:27:42,990 of pure environmentalism, the sort of tree huggers. 614 00:27:42,990 --> 00:27:46,620 You also get a couple of different nationalistic angles 615 00:27:46,620 --> 00:27:47,310 on it in the US. 616 00:27:47,310 --> 00:27:50,410 You get the dependence on foreign oil. 617 00:27:50,410 --> 00:27:52,560 So there's a definite market there. 618 00:27:52,560 --> 00:27:54,830 And that's somewhat segmented by politics, but not 619 00:27:54,830 --> 00:27:56,040 exclusively. 620 00:27:56,040 --> 00:28:01,300 You can also tap into that group by thinking about the 621 00:28:01,300 --> 00:28:05,690 made in America pride, which was a much stronger movement 622 00:28:05,690 --> 00:28:08,370 in the late 80s, early 90s than it is now. 623 00:28:08,370 --> 00:28:11,150 There's still some things going on there. 624 00:28:11,150 --> 00:28:13,750 And we also realize that we're not only reaching out to 625 00:28:13,750 --> 00:28:16,600 American audiences and American competitors. 626 00:28:16,600 --> 00:28:19,410 It may behoove us to really tap into and call in the 627 00:28:19,410 --> 00:28:23,210 nationalistic tendencies in Japan, or Israel, or Romania, 628 00:28:23,210 --> 00:28:26,510 or wherever the markets are evolving. 629 00:28:26,510 --> 00:28:27,035 Yeah, Francois? 630 00:28:27,035 --> 00:28:32,383 AUDIENCE: I think we can also try to advocate to people who 631 00:28:32,383 --> 00:28:34,440 are in power from the community. 632 00:28:34,440 --> 00:28:38,678 Like Bob was here last week talking about Antarctica. 633 00:28:38,678 --> 00:28:42,560 If you can get [INAUDIBLE PHRASE]. 634 00:28:42,560 --> 00:28:47,240 Because people will try to get news from those very 635 00:28:47,240 --> 00:28:48,830 [UNINTELLIGIBLE PHRASE] 636 00:28:48,830 --> 00:28:49,975 in markets. 637 00:28:49,975 --> 00:28:54,430 And they get involved [INAUDIBLE PHRASE]. 638 00:28:54,430 --> 00:28:57,060 PROFESSOR: Right, definitely, definitely. 639 00:28:57,060 --> 00:28:59,050 So let's talk about teams in particular. 640 00:28:59,050 --> 00:29:01,720 So we've talked about segmenting the public. 641 00:29:01,720 --> 00:29:03,990 How do we find the people who are going to compete? 642 00:29:03,990 --> 00:29:05,860 So there's obviously the people that are already in 643 00:29:05,860 --> 00:29:06,840 your industry. 644 00:29:06,840 --> 00:29:08,740 They're pretty easy to reach out to through trade 645 00:29:08,740 --> 00:29:12,990 publications, and industry conferences, and you sort of 646 00:29:12,990 --> 00:29:14,690 know who's in that space. 647 00:29:14,690 --> 00:29:16,780 If you want to bring someone into a space, 648 00:29:16,780 --> 00:29:18,780 how do you do that? 649 00:29:24,240 --> 00:29:26,560 AUDIENCE: There's one, the shotgun approach, where you 650 00:29:26,560 --> 00:29:28,630 just try and reach the largest number of people. 651 00:29:28,630 --> 00:29:31,960 Like you go on Leno and you advertise 652 00:29:31,960 --> 00:29:33,784 your automotive prize. 653 00:29:33,784 --> 00:29:34,240 PROFESSOR: Right. 654 00:29:34,240 --> 00:29:35,966 But how do you find it relevant? 655 00:29:35,966 --> 00:29:37,364 AUDIENCE: General technology, publications 656 00:29:37,364 --> 00:29:39,216 like Technology Review... 657 00:29:39,216 --> 00:29:41,440 PROFESSOR: Yeah, so you can reach out into the general 658 00:29:41,440 --> 00:29:44,240 technology community. 659 00:29:44,240 --> 00:29:47,640 What do you think of as adjacent markets to energy, 660 00:29:47,640 --> 00:29:49,410 energy storage in particular. 661 00:29:49,410 --> 00:29:51,470 What are things that people may be working on that's not 662 00:29:51,470 --> 00:29:53,460 storage but could be storage if they thought about it 663 00:29:53,460 --> 00:29:54,891 differently. 664 00:29:54,891 --> 00:29:56,322 AUDIENCE: Chemicals. 665 00:29:56,322 --> 00:29:57,495 PROFESSOR: What was that? 666 00:29:57,495 --> 00:29:59,550 AUDIENCE: It might being involving chemicals. 667 00:29:59,550 --> 00:30:00,410 PROFESSOR: Yeah, chemical. 668 00:30:00,410 --> 00:30:00,760 Right. 669 00:30:00,760 --> 00:30:03,760 What else? 670 00:30:03,760 --> 00:30:05,350 AUDIENCE: Electrical engineering sorts of things. 671 00:30:05,350 --> 00:30:06,090 PROFESSOR: Electrical engineer. 672 00:30:06,090 --> 00:30:07,050 AUDIENCE: If you're familiar with laptops you're probably 673 00:30:07,050 --> 00:30:10,118 familiar with energy storage. 674 00:30:10,118 --> 00:30:11,895 Small-scale electronics. 675 00:30:11,895 --> 00:30:13,145 PROFESSOR: Small-scale electronics. 676 00:30:15,740 --> 00:30:20,490 Bob Metcalfe was talking about the role of inconnectivity and 677 00:30:20,490 --> 00:30:23,570 the internet in bringing together smart grids. 678 00:30:23,570 --> 00:30:27,320 And so if we think that IT has a role to play in our 679 00:30:27,320 --> 00:30:28,850 technology, that might be an interesting 680 00:30:28,850 --> 00:30:30,400 community to bring in. 681 00:30:30,400 --> 00:30:31,756 What else? 682 00:30:31,756 --> 00:30:32,670 AUDIENCE: Architects. 683 00:30:32,670 --> 00:30:34,580 PROFESSOR: Architects, if you're going home-scale. 684 00:30:34,580 --> 00:30:37,550 If you're going larger-scale, maybe civil engineers. 685 00:30:42,720 --> 00:30:45,580 AUDIENCE: The teams should be the ones who should make 686 00:30:45,580 --> 00:30:46,850 dream, kind of. 687 00:30:46,850 --> 00:30:54,110 The question is who can we make...[INAUDIBLE PHRASE] 688 00:30:58,763 --> 00:31:01,918 It might be a different angle than only the 689 00:31:01,918 --> 00:31:04,308 technological side. 690 00:31:04,308 --> 00:31:06,577 There might be some mavericks that I say, I want 691 00:31:06,577 --> 00:31:07,180 to change the world. 692 00:31:07,180 --> 00:31:08,750 I want to... 693 00:31:08,750 --> 00:31:10,680 PROFESSOR: I don't care what my prize is, I want Dean Kamen 694 00:31:10,680 --> 00:31:12,300 competing for it. 695 00:31:12,300 --> 00:31:14,540 Or I don't care what my prize is, I want-- 696 00:31:14,540 --> 00:31:16,760 who's another name out there that you would want to just 697 00:31:16,760 --> 00:31:18,280 get in on your action? 698 00:31:20,910 --> 00:31:22,310 AUDIENCE: Branson. 699 00:31:22,310 --> 00:31:23,473 PROFESSOR: Richard Branson. 700 00:31:23,473 --> 00:31:24,525 Who else? 701 00:31:24,525 --> 00:31:26,020 AUDIENCE: A college team from MIT. 702 00:31:26,020 --> 00:31:27,130 PROFESSOR: Yeah, a college team from MIT. 703 00:31:27,130 --> 00:31:28,380 Who else? 704 00:31:31,310 --> 00:31:32,770 AUDIENCE: Amory Lovins. 705 00:31:32,770 --> 00:31:33,790 Amory Lovins. 706 00:31:33,790 --> 00:31:37,770 So already, without even going to Google, you can come up 707 00:31:37,770 --> 00:31:40,070 with six names off the top of your head. 708 00:31:40,070 --> 00:31:41,970 Add those to the ones you're already expecting from the 709 00:31:41,970 --> 00:31:46,380 industry, broaden your thought about a few more university 710 00:31:46,380 --> 00:31:49,500 labs, a few more hobbyist teams, and you've actually got 711 00:31:49,500 --> 00:31:51,850 a pretty wide field. 712 00:31:51,850 --> 00:31:54,900 OK, so these are audiences. 713 00:31:54,900 --> 00:31:56,740 Next thing is the message. 714 00:31:56,740 --> 00:32:00,670 We were talking over there about taglines. 715 00:32:00,670 --> 00:32:02,770 A short, concise message is really, really 716 00:32:02,770 --> 00:32:04,350 important for our prize. 717 00:32:04,350 --> 00:32:06,970 And we're going to talk about this from a few different 718 00:32:06,970 --> 00:32:07,450 perspectives. 719 00:32:07,450 --> 00:32:10,970 But when I talk about messages, Ansari is the first 720 00:32:10,970 --> 00:32:13,490 private space flight. 721 00:32:13,490 --> 00:32:16,340 The genome has sequenced 100 human genomes in ten days. 722 00:32:16,340 --> 00:32:19,290 Progressive, I'm talking about a race of cars that are 723 00:32:19,290 --> 00:32:21,990 getting 100 miles to the gallon or better. 724 00:32:21,990 --> 00:32:24,790 You're able to capture it in a really succinct phrase. 725 00:32:24,790 --> 00:32:29,060 And most people you say, cars getting 100 miles per gallon 726 00:32:29,060 --> 00:32:31,850 in a race, that's enough to sort grab their attention. 727 00:32:31,850 --> 00:32:35,440 And then you can tell them a more in-depth story. 728 00:32:35,440 --> 00:32:38,850 It helps to have a sticky image or tagline, to have this 729 00:32:38,850 --> 00:32:41,550 image of a race or to have something that's 730 00:32:41,550 --> 00:32:43,500 technologically interesting. 731 00:32:43,500 --> 00:32:44,750 Energy is tougher. 732 00:32:47,980 --> 00:32:53,220 Saying I want a battery with x power density doesn't stick. 733 00:32:53,220 --> 00:32:55,730 And it doesn't capture what people already intuitively 734 00:32:55,730 --> 00:32:56,630 understand. 735 00:32:56,630 --> 00:33:00,110 So thinking about how you tell that story, not only what you 736 00:33:00,110 --> 00:33:02,415 want them to know, but what you want them to do. 737 00:33:02,415 --> 00:33:05,730 Is your tagline about them becoming involved? 738 00:33:05,730 --> 00:33:09,210 This is an all teams can play? 739 00:33:09,210 --> 00:33:09,620 Excuse me. 740 00:33:09,620 --> 00:33:11,070 Thank you. 741 00:33:11,070 --> 00:33:12,840 Or is it that you want them to donate money? 742 00:33:12,840 --> 00:33:14,650 Is it that you want them to tell their kids? 743 00:33:14,650 --> 00:33:16,440 Is it that you want them to tell their neighbors, so 744 00:33:16,440 --> 00:33:20,400 thinking about how you build that message. 745 00:33:20,400 --> 00:33:23,620 For prizes we can think of this in a few different parts. 746 00:33:23,620 --> 00:33:25,910 One is we can talk about the rationale. 747 00:33:25,910 --> 00:33:27,955 Why was the Ansari X Prize there? 748 00:33:27,955 --> 00:33:32,570 Well, sort of at the peak, it was because Peter wants to see 749 00:33:32,570 --> 00:33:35,270 the day when humidity is left to earth as its 750 00:33:35,270 --> 00:33:38,910 only place of existence. 751 00:33:38,910 --> 00:33:41,020 It's hard to tell that story. 752 00:33:41,020 --> 00:33:42,870 That's a big story to tell. 753 00:33:42,870 --> 00:33:45,650 And there's a personal reason he had, which is to get 754 00:33:45,650 --> 00:33:48,450 himself and his friends closer to traveling to space. 755 00:33:48,450 --> 00:33:49,580 And that was meaningful. 756 00:33:49,580 --> 00:33:52,340 And he told that story personally a lot. 757 00:33:52,340 --> 00:33:55,060 And then this was a quote from a newspaper article that came 758 00:33:55,060 --> 00:33:55,980 out at the time. 759 00:33:55,980 --> 00:33:58,280 "To open a new era where space is no longer the exclusive 760 00:33:58,280 --> 00:34:01,260 domain of massive governments, space programs and ordinary 761 00:34:01,260 --> 00:34:03,400 people can now realistically dream of one day reaching for 762 00:34:03,400 --> 00:34:04,980 the stars." 763 00:34:04,980 --> 00:34:05,650 It feels good. 764 00:34:05,650 --> 00:34:07,070 It's not a concise message. 765 00:34:07,070 --> 00:34:08,820 But it feels good. 766 00:34:08,820 --> 00:34:10,350 So figuring out, are you telling the 767 00:34:10,350 --> 00:34:11,600 story of the rationale? 768 00:34:13,770 --> 00:34:16,170 Or are you telling the story of the challenge? 769 00:34:16,170 --> 00:34:21,580 So we've talked a lot about where on the scale of 770 00:34:21,580 --> 00:34:24,360 difficulty you place your challenge. 771 00:34:24,360 --> 00:34:26,540 Are we talking about affordable and available 772 00:34:26,540 --> 00:34:30,000 access to space, wide-scale commercialization 773 00:34:30,000 --> 00:34:31,219 of the space frontier? 774 00:34:31,219 --> 00:34:32,920 We weren't giving a prize for that. 775 00:34:32,920 --> 00:34:35,480 We're weren't giving a prize for orbital spaceflight. 776 00:34:35,480 --> 00:34:37,560 We were giving a prize for suborbital spaceflight because 777 00:34:37,560 --> 00:34:40,090 we thought it opened up these other markets. 778 00:34:40,090 --> 00:34:41,830 So you can start to talk about the 779 00:34:41,830 --> 00:34:44,620 challenge that you're offering. 780 00:34:44,620 --> 00:34:46,580 And you can start to talk about the prize. 781 00:34:46,580 --> 00:34:48,960 And this is the messaging you guys are going to be building 782 00:34:48,960 --> 00:34:50,699 over the next few weeks. 783 00:34:50,699 --> 00:34:55,000 Ansari, you can say X Prize for commercial spaceflight. 784 00:34:55,000 --> 00:34:58,780 People talk about it as the space X Prize. 785 00:34:58,780 --> 00:35:02,260 You can say it was for the first private spaceflight. 786 00:35:02,260 --> 00:35:04,260 You can tell someone that it was for the first private team 787 00:35:04,260 --> 00:35:06,600 to go to space twice in two weeks. 788 00:35:06,600 --> 00:35:09,790 You can say it was for the first team and site all the 789 00:35:09,790 --> 00:35:12,350 variables and numbers that were relevant. 790 00:35:12,350 --> 00:35:14,340 You can hand them the master team agreement, which was the 791 00:35:14,340 --> 00:35:16,730 60-page contract the team signed when 792 00:35:16,730 --> 00:35:18,420 they came into play. 793 00:35:18,420 --> 00:35:20,620 So depending on who you're talking to will depend on how 794 00:35:20,620 --> 00:35:23,580 much they want to know about what your prize really is. 795 00:35:23,580 --> 00:35:26,500 So as you're starting to craft your prize, you're going to 796 00:35:26,500 --> 00:35:30,270 want to think about what's the name of it, first all of. 797 00:35:30,270 --> 00:35:34,770 That's actually going to go a long way in your marketing. 798 00:35:34,770 --> 00:35:36,220 If you can capture in three to five 799 00:35:36,220 --> 00:35:37,875 words, what's the challenge? 800 00:35:37,875 --> 00:35:39,733 It's the first private spaceflight. 801 00:35:39,733 --> 00:35:42,310 It's a race for green cars. 802 00:35:42,310 --> 00:35:45,220 It's sequencing my genome. 803 00:35:45,220 --> 00:35:47,920 How do you put that in a really tight phrase that's 804 00:35:47,920 --> 00:35:48,860 meaningful. 805 00:35:48,860 --> 00:35:51,310 And then how do you build that out to tell more about what 806 00:35:51,310 --> 00:35:54,650 the competition actually entails. 807 00:35:54,650 --> 00:35:57,140 Is the relevant thing that it's a private team in space 808 00:35:57,140 --> 00:35:57,890 twice in two weeks? 809 00:35:57,890 --> 00:36:00,850 Is it that it carries three passengers? 810 00:36:00,850 --> 00:36:04,930 It's some subset of the full rule set that starts to 811 00:36:04,930 --> 00:36:07,620 deliver your message in a meaningful way. 812 00:36:12,820 --> 00:36:16,450 So we talked about the strategies here, the different 813 00:36:16,450 --> 00:36:19,230 elements of the prize that we're going to try to build a 814 00:36:19,230 --> 00:36:22,890 media communication strategy around. 815 00:36:22,890 --> 00:36:26,520 For X Prize, launch is sort of the big first thing. 816 00:36:26,520 --> 00:36:30,290 So we talked about the launch for the Progressive Auto X 817 00:36:30,290 --> 00:36:32,060 Prize at the New York Auto Show. 818 00:36:32,060 --> 00:36:35,050 For the Ansari X Prize it was standing under the arch at St. 819 00:36:35,050 --> 00:36:38,070 Louis with the head of the FAA, the head of NASA, 12 820 00:36:38,070 --> 00:36:41,410 astronauts on stage, launching with the new Spirit of St. 821 00:36:41,410 --> 00:36:44,320 Louis, which is mimicking the Spirit of St. Louis that 822 00:36:44,320 --> 00:36:46,970 Charles Lindbergh was sponsored by. 823 00:36:46,970 --> 00:36:50,420 Sustaining interest, building that media story, the only 824 00:36:50,420 --> 00:36:53,150 thing when X Prize signs contracts with the team, the 825 00:36:53,150 --> 00:36:55,730 only thing that they maintain rights, none of the IP. 826 00:36:55,730 --> 00:36:57,460 You have your own technology. 827 00:36:57,460 --> 00:37:01,200 But X Prize gets the rights to all the media attention. 828 00:37:01,200 --> 00:37:02,450 They get the right to tell the story. 829 00:37:02,450 --> 00:37:04,750 They get the right to tell you how big the X Prize logo is 830 00:37:04,750 --> 00:37:08,410 going to be on your jacket when you're racing your car. 831 00:37:08,410 --> 00:37:10,540 They get to manage all the PR. 832 00:37:10,540 --> 00:37:13,160 So they're going to be thinking about how they're 833 00:37:13,160 --> 00:37:15,900 going to use that and build the interest up to the day of 834 00:37:15,900 --> 00:37:17,410 the competition. 835 00:37:17,410 --> 00:37:20,330 Obviously the competitions themselves can be massive 836 00:37:20,330 --> 00:37:22,530 media events, particularly if you have a date-certain prize, 837 00:37:22,530 --> 00:37:24,420 a little bit harder when you have a first 838 00:37:24,420 --> 00:37:25,740 pass at the post prize. 839 00:37:25,740 --> 00:37:28,870 And then building on success, here we have SpaceShipOne 840 00:37:28,870 --> 00:37:30,970 hanging in the National Air and Space Museum. 841 00:37:30,970 --> 00:37:34,750 This is the most frequented museum in the world. 842 00:37:34,750 --> 00:37:37,190 And SpaceShipOne is hanging in the main lobby. 843 00:37:37,190 --> 00:37:40,700 So that was a piece of the PR strategies that were built up 844 00:37:40,700 --> 00:37:41,950 for Ansari. 845 00:37:44,240 --> 00:37:48,620 Delivery: how you deliver your message is just as important 846 00:37:48,620 --> 00:37:50,640 as what you're saying. 847 00:37:50,640 --> 00:37:55,310 We can think of ad campaigns that are very guerrilla. 848 00:37:55,310 --> 00:37:59,970 So I don't know if any of you in Boston when the little 849 00:37:59,970 --> 00:38:03,520 Cartoon Network guys went up around. 850 00:38:03,520 --> 00:38:05,480 It closed down the city. 851 00:38:05,480 --> 00:38:07,450 For those that weren't around, they were little Lite-Brites, 852 00:38:07,450 --> 00:38:10,930 little children's toys that had the outline of a new 853 00:38:10,930 --> 00:38:12,180 Cartoon Network character on them. 854 00:38:12,180 --> 00:38:13,530 And they were placed all around the city. 855 00:38:13,530 --> 00:38:15,100 People thought they were bombs. 856 00:38:15,100 --> 00:38:17,090 There was a major bomb scare. 857 00:38:17,090 --> 00:38:17,960 The police came in. 858 00:38:17,960 --> 00:38:20,900 It had a news coverage for hours and hours. 859 00:38:20,900 --> 00:38:23,250 Roads were closed. 860 00:38:23,250 --> 00:38:24,850 It ended up being extremely effective 861 00:38:24,850 --> 00:38:28,030 market, but at a cost. 862 00:38:28,030 --> 00:38:30,250 So the guerrilla campaigns can be really great. 863 00:38:30,250 --> 00:38:31,600 And viral campaigns can be really great. 864 00:38:31,600 --> 00:38:34,730 The question is, do you want to do it that way? 865 00:38:34,730 --> 00:38:38,155 Or do you want to have the mayor of Boston at your side 866 00:38:38,155 --> 00:38:41,630 saying, we're having a race in our city? 867 00:38:41,630 --> 00:38:43,130 Which one is more useful to you? 868 00:38:43,130 --> 00:38:45,230 So you'll have to think about what's the strategy. 869 00:38:45,230 --> 00:38:46,065 Who do you want to involve? 870 00:38:46,065 --> 00:38:46,870 Who do you want to engage? 871 00:38:46,870 --> 00:38:48,460 Who do you want to alienate? 872 00:38:48,460 --> 00:38:49,950 Because you may want to alienate people. 873 00:38:49,950 --> 00:38:51,860 That may actually be of use to you. 874 00:38:51,860 --> 00:38:56,750 You may say all those existing utilities, forget about them. 875 00:38:56,750 --> 00:38:57,770 They're dinosaurs. 876 00:38:57,770 --> 00:38:59,960 We have nothing useful for them. 877 00:38:59,960 --> 00:39:02,020 Or you may want them in your back pocket. 878 00:39:02,020 --> 00:39:03,960 And those are two really different ways of crafting 879 00:39:03,960 --> 00:39:06,870 your communication strategies. 880 00:39:06,870 --> 00:39:09,870 The medium that you're using: are you out there 881 00:39:09,870 --> 00:39:13,720 communicating on blogs, and Twitter, and Facebook? 882 00:39:13,720 --> 00:39:16,495 Or are you on the evening news? 883 00:39:16,495 --> 00:39:19,730 The average age of broadcast evening news watchers in the 884 00:39:19,730 --> 00:39:24,728 US is like 64 years old. 885 00:39:24,728 --> 00:39:27,640 AUDIENCE: A quick question about guerrilla versus 886 00:39:27,640 --> 00:39:31,370 mainstream, is it possibly to do both? 887 00:39:31,370 --> 00:39:32,700 PROFESSOR: It is possible to do both. 888 00:39:32,700 --> 00:39:33,620 But it's harder. 889 00:39:33,620 --> 00:39:35,750 It depends on what your message is that you're 890 00:39:35,750 --> 00:39:37,420 delivering in your guerrilla tactics. 891 00:39:42,940 --> 00:39:44,180 We're fighting the proliferation of AIDS by 892 00:39:44,180 --> 00:39:48,340 dumping body bags on the stairs of the UN was actually 893 00:39:48,340 --> 00:39:53,630 intended to engage the UN, but by engaging the public's ire 894 00:39:53,630 --> 00:39:54,830 in doing that. 895 00:39:54,830 --> 00:39:56,630 So there are ways to do that. 896 00:39:56,630 --> 00:39:59,050 AUDIENCE: So, for instance, they can't be mutually 897 00:39:59,050 --> 00:40:03,090 exclusive such that like the guerrilla message could be, 898 00:40:03,090 --> 00:40:05,210 screw the utilities and take your home off grid. 899 00:40:05,210 --> 00:40:08,012 Whereas mainstream message would be like, benefit the 900 00:40:08,012 --> 00:40:09,300 utilities and help them reduce. 901 00:40:09,300 --> 00:40:11,075 PROFESSOR: I think you'd find that that was difficult to 902 00:40:11,075 --> 00:40:13,490 engage both audiences like that. 903 00:40:13,490 --> 00:40:15,201 AUDIENCE: Maybe if you run it through the CIA 904 00:40:15,201 --> 00:40:16,451 [INAUDIBLE PHRASE]. 905 00:40:18,970 --> 00:40:22,540 PROFESSOR: So which medium you choose will be based on who 906 00:40:22,540 --> 00:40:24,830 your audience is, who are you trying to reach, how are you 907 00:40:24,830 --> 00:40:26,500 trying to reach them, how do you want to come across. 908 00:40:26,500 --> 00:40:28,590 Do want to come across as young and fresh? 909 00:40:28,590 --> 00:40:31,610 Do you want to come across as established and credible? 910 00:40:31,610 --> 00:40:34,550 Not that you can't do some of both, but again, the medium 911 00:40:34,550 --> 00:40:38,020 that you use will drive some of that. 912 00:40:38,020 --> 00:40:43,820 The location, are you delivering this at the largest 913 00:40:43,820 --> 00:40:53,120 energy trade show, at the IEEE Conference, at Menlo Park 914 00:40:53,120 --> 00:40:55,400 where Edison had his first light bulb? 915 00:40:55,400 --> 00:40:59,570 There's very different images and emotions that are evoked 916 00:40:59,570 --> 00:41:01,190 by using different locations. 917 00:41:01,190 --> 00:41:05,420 What are other locations that are relative to energy? 918 00:41:05,420 --> 00:41:06,190 AUDIENCE: Power plants. 919 00:41:06,190 --> 00:41:06,580 Hoover Dam. 920 00:41:06,580 --> 00:41:07,890 PROFESSOR: Power plants, Hoover Dam, what else? 921 00:41:07,890 --> 00:41:08,520 AUDIENCE: Niagara Falls. 922 00:41:08,520 --> 00:41:09,770 PROFESSOR: Niagara Falls. 923 00:41:12,260 --> 00:41:13,660 AUDIENCE: Independence Hall. 924 00:41:13,660 --> 00:41:14,630 PROFESSOR: Independence Hall. 925 00:41:14,630 --> 00:41:16,310 AUDIENCE: Little poor villages. 926 00:41:16,310 --> 00:41:19,810 PROFESSOR: Little poor villages. 927 00:41:19,810 --> 00:41:21,850 Anything else that comes to mind immediately? 928 00:41:21,850 --> 00:41:22,830 AUDIENCE: Coal mine 929 00:41:22,830 --> 00:41:24,232 PROFESSOR: Coal mine. 930 00:41:24,232 --> 00:41:25,800 AUDIENCE: Benjamin Franklin's lab. 931 00:41:25,800 --> 00:41:26,790 PROFESSOR: Yeah. 932 00:41:26,790 --> 00:41:29,230 AUDIENCE: Las Vegas Strip. 933 00:41:29,230 --> 00:41:30,940 PROFESSOR: So places where energy is used, places where 934 00:41:30,940 --> 00:41:34,110 energy is produced. 935 00:41:34,110 --> 00:41:37,160 Land mines, if you're talking about batteries. 936 00:41:37,160 --> 00:41:38,110 There's lots of different ways. 937 00:41:38,110 --> 00:41:40,486 And they all evoke very different mental images. 938 00:41:40,486 --> 00:41:41,220 AUDIENCE: Antarctica. 939 00:41:41,220 --> 00:41:41,820 PROFESSOR: Antarctica. 940 00:41:41,820 --> 00:41:44,720 AUDIENCE: You mean landfills not land mines. 941 00:41:44,720 --> 00:41:45,495 PROFESSOR: Sorry, landfills, yes. 942 00:41:45,495 --> 00:41:46,480 Not land mines. 943 00:41:46,480 --> 00:41:48,720 Two totally different things. 944 00:41:48,720 --> 00:41:52,240 Dates: if I say, what's a date that's relevant to energy? 945 00:41:58,850 --> 00:42:02,220 AUDIENCE: Anniversary of a blackout. 946 00:42:02,220 --> 00:42:03,580 PROFESSOR: Anniversary of a blackout. 947 00:42:03,580 --> 00:42:06,320 AUDIENCE: If you want to pull up the nationalist no foreign 948 00:42:06,320 --> 00:42:08,340 oil angle and do it on July 4. 949 00:42:08,340 --> 00:42:11,110 PROFESSOR: Independence day. 950 00:42:11,110 --> 00:42:11,350 AUDIENCE: I sort of disagree.. there is bias in that which is 951 00:42:11,350 --> 00:42:12,600 America's symbol.. 952 00:42:17,690 --> 00:42:18,640 PROFESSOR: Yeah. 953 00:42:18,640 --> 00:42:19,650 It's a choice. 954 00:42:19,650 --> 00:42:21,250 It's very much a choice. 955 00:42:21,250 --> 00:42:22,790 You wouldn't want to launch on July 4 if 956 00:42:22,790 --> 00:42:25,080 that wasn't your intention. 957 00:42:25,080 --> 00:42:26,938 AUDIENCE: Bastille Day. 958 00:42:26,938 --> 00:42:27,394 Yeah. 959 00:42:27,394 --> 00:42:28,762 Bastille Day, yeah. 960 00:42:33,599 --> 00:42:36,190 [INAUDIBLE PHRASE]. 961 00:42:36,190 --> 00:42:38,850 PROFESSOR: So the choice of date is not arbitrary. 962 00:42:38,850 --> 00:42:42,190 Do you want to do this in the middle of the Olympics? 963 00:42:42,190 --> 00:42:46,650 Do you want to do it during the holiday season? 964 00:42:46,650 --> 00:42:48,520 Do you want to do it when you're likely to get a lot of 965 00:42:48,520 --> 00:42:50,620 news, when you're not likely to get a lot of new? 966 00:42:50,620 --> 00:42:53,000 Just choosing when you launch something actually has a lot 967 00:42:53,000 --> 00:42:55,820 of play into both who you're reaching and how you're going 968 00:42:55,820 --> 00:42:57,930 to reach them. 969 00:42:57,930 --> 00:43:00,540 Choice of a spokesperson: we sort of talked about that with 970 00:43:00,540 --> 00:43:03,600 Bono and U2. 971 00:43:03,600 --> 00:43:05,070 You don't have to give me names. 972 00:43:05,070 --> 00:43:07,400 But what are the categories of spokespeople that we might 973 00:43:07,400 --> 00:43:08,650 think about? 974 00:43:11,760 --> 00:43:12,740 AUDIENCE: Al Gore 975 00:43:12,740 --> 00:43:14,260 PROFESSOR: What was that? 976 00:43:14,260 --> 00:43:15,240 AUDIENCE: Al Gore. 977 00:43:15,240 --> 00:43:17,350 PROFESSOR: So politicians, has-been 978 00:43:17,350 --> 00:43:21,116 politicians, Nobelists. 979 00:43:21,116 --> 00:43:21,562 AUDIENCE: Green, right. 980 00:43:21,562 --> 00:43:23,350 He's personified. 981 00:43:23,350 --> 00:43:24,620 PROFESSOR: So you have you could pick an 982 00:43:24,620 --> 00:43:25,350 environmentalist. 983 00:43:25,350 --> 00:43:26,410 You could pick a politician. 984 00:43:26,410 --> 00:43:30,080 You could pick a very public figure. 985 00:43:30,080 --> 00:43:34,550 We've talked about picking celebrities, movie stars, TV 986 00:43:34,550 --> 00:43:37,250 stars, rock stars. 987 00:43:37,250 --> 00:43:39,800 AUDIENCE: Descendants of technology heroes. 988 00:43:39,800 --> 00:43:41,720 PROFESSOR: Descendants of technology heroes, so Erik 989 00:43:41,720 --> 00:43:45,170 Lindbergh involved with the launch of the Ansari X Prize. 990 00:43:45,170 --> 00:43:47,590 AUDIENCE: You might be able to pick living technology heroes. 991 00:43:47,590 --> 00:43:48,840 PROFESSOR: Living technology heroes. 992 00:43:51,370 --> 00:43:53,640 What are other groups that might be interesting to have 993 00:43:53,640 --> 00:43:54,220 on stage with you? 994 00:43:54,220 --> 00:43:58,130 AUDIENCE: But if you do those, the challenges, the mass 995 00:43:58,130 --> 00:44:00,510 audience will not know who they are. 996 00:44:00,510 --> 00:44:04,471 And that's why guys like Al Gore, he's a former 997 00:44:04,471 --> 00:44:04,938 politician. 998 00:44:04,938 --> 00:44:06,810 He's not just a pitch man. 999 00:44:06,810 --> 00:44:08,620 PROFESSOR: But even Al Gore is polarizing. 1000 00:44:08,620 --> 00:44:12,370 So your choice of a politicized spokesperson is 1001 00:44:12,370 --> 00:44:14,870 very much going to drive your audience as well. 1002 00:44:14,870 --> 00:44:16,400 And that may be in line with the people 1003 00:44:16,400 --> 00:44:17,760 you're trying to reach. 1004 00:44:17,760 --> 00:44:19,353 It's something you'll want to ask. 1005 00:44:19,353 --> 00:44:20,080 AUDIENCE: Michael Jackson. 1006 00:44:20,080 --> 00:44:21,330 PROFESSOR: Michael Jackson, unfortunately. 1007 00:44:24,830 --> 00:44:26,676 Anyone else that comes to mine. 1008 00:44:26,676 --> 00:44:28,460 AUDIENCE: A rural villager. 1009 00:44:28,460 --> 00:44:29,870 PROFESSOR: A rural villager. 1010 00:44:29,870 --> 00:44:33,650 If you're trying to reach emerging economies, a cricket 1011 00:44:33,650 --> 00:44:36,280 player, a soccer player. 1012 00:44:36,280 --> 00:44:40,170 There are big public figures in every culture. 1013 00:44:40,170 --> 00:44:41,610 And knowing who those are and who you're 1014 00:44:41,610 --> 00:44:48,080 trying to reach, gimmicks. 1015 00:44:48,080 --> 00:44:52,010 We had one team last year that wanted to light the White 1016 00:44:52,010 --> 00:44:55,360 House green so it became the greenhouse. 1017 00:44:55,360 --> 00:44:59,050 There have been groups that have draped the Hollywood sign 1018 00:44:59,050 --> 00:45:00,300 in black in mourning. 1019 00:45:02,980 --> 00:45:03,610 What else? 1020 00:45:03,610 --> 00:45:06,910 You guys know more ad gimmicks than I do. 1021 00:45:06,910 --> 00:45:11,440 What are other big things that have happened, things that you 1022 00:45:11,440 --> 00:45:16,805 noticed, the equivalent of MIT hacks on the world stage? 1023 00:45:16,805 --> 00:45:19,285 AUDIENCE: You already had the Cartoon Network one. 1024 00:45:19,285 --> 00:45:20,055 PROFESSOR: Cartoon Network. 1025 00:45:20,055 --> 00:45:23,490 AUDIENCE: [INAUDIBLE PHRASE] pulled off a few MIT hacks. 1026 00:45:23,490 --> 00:45:25,780 PROFESSOR: There's been lots of body bag campaigns for 1027 00:45:25,780 --> 00:45:28,810 various causes. 1028 00:45:28,810 --> 00:45:30,060 What else? 1029 00:45:33,821 --> 00:45:35,290 AUDIENCE: Artificial blackouts. 1030 00:45:35,290 --> 00:45:39,076 PROFESSOR: Artificial blackouts, real blackouts. 1031 00:45:43,420 --> 00:45:46,705 What are the pluses and minuses of doing a gimmick. 1032 00:45:46,705 --> 00:45:48,830 The plus is you get a lot of media attention. 1033 00:45:48,830 --> 00:45:50,170 What are the minuses. 1034 00:45:50,170 --> 00:45:51,380 AUDIENCE: You get a lot of media attention. 1035 00:45:51,380 --> 00:45:52,020 PROFESSOR: You get a lot of media attention. 1036 00:45:52,020 --> 00:45:54,520 What are the other minuses. 1037 00:45:54,520 --> 00:45:55,420 AUDIENCE: You might get thrown in jail. 1038 00:45:55,420 --> 00:45:56,200 PROFESSOR: You might get throw in jail. 1039 00:45:56,200 --> 00:45:57,680 You might get negative publicity. 1040 00:45:57,680 --> 00:45:58,960 What else? 1041 00:45:58,960 --> 00:46:01,160 AUDIENCE: People might not know what you're doing. 1042 00:46:01,160 --> 00:46:03,270 PROFESSOR: They might miss the message entirely. 1043 00:46:03,270 --> 00:46:04,520 What else? 1044 00:46:06,390 --> 00:46:09,178 AUDIENCE: We already said it might backfire. 1045 00:46:09,178 --> 00:46:10,660 We might lose some sense of legitimacy. 1046 00:46:10,660 --> 00:46:12,080 PROFESSOR: It may lose some sense of legitimacy. 1047 00:46:12,080 --> 00:46:14,600 So again, gimmicks may go better with guerrilla ad 1048 00:46:14,600 --> 00:46:18,910 campaigns, not necessarily, but possibly in terms of 1049 00:46:18,910 --> 00:46:24,636 trying to come across as edgy and not established. 1050 00:46:24,636 --> 00:46:28,490 AUDIENCE: Yeah there was an ad campaign in Canada for the 1051 00:46:28,490 --> 00:46:30,920 Nissan Cube where they said this is going to be all Web 1052 00:46:30,920 --> 00:46:33,010 2.0, et cetera, et cetera, et cetera. 1053 00:46:33,010 --> 00:46:37,570 And it kind of backfired when they noticed that several of 1054 00:46:37,570 --> 00:46:40,155 the winners had some form of personal 1055 00:46:40,155 --> 00:46:42,625 relationship to the judges. 1056 00:46:42,625 --> 00:46:43,060 PROFESSOR: Yep. 1057 00:46:43,060 --> 00:46:46,100 So you have to be careful about what your claiming and 1058 00:46:46,100 --> 00:46:48,167 how credible you are if your are going to put yourself out 1059 00:46:48,167 --> 00:46:49,480 on the stage like that. 1060 00:46:49,480 --> 00:46:50,420 The other thing is that these things 1061 00:46:50,420 --> 00:46:51,810 can be really expensive. 1062 00:46:51,810 --> 00:46:55,660 Just in terms of costs, cost can be really big depending on 1063 00:46:55,660 --> 00:47:01,930 how you do them, so deciding is it more worthwhile to pay 1064 00:47:01,930 --> 00:47:10,030 all expenses to blackout every building in downtown New York 1065 00:47:10,030 --> 00:47:13,800 or to have a massive ad campaign through an ad agency. 1066 00:47:13,800 --> 00:47:16,180 And everything you're choosing. 1067 00:47:16,180 --> 00:47:18,250 And I think this is sort of the core message 1068 00:47:18,250 --> 00:47:19,890 about today's lecture. 1069 00:47:19,890 --> 00:47:21,430 We want to reach the whole world. 1070 00:47:21,430 --> 00:47:23,520 We want to reach all the public that's relevant. 1071 00:47:23,520 --> 00:47:25,250 We want to reach all the competitors that are relevant. 1072 00:47:25,250 --> 00:47:27,340 We want to do it in a way that's exciting and engaging. 1073 00:47:27,340 --> 00:47:30,810 And you can only do so much. 1074 00:47:30,810 --> 00:47:34,880 So when you pitch your final X Prize to the board members, 1075 00:47:34,880 --> 00:47:37,180 you're going to have to say, you know, these are the three 1076 00:47:37,180 --> 00:47:39,940 most important audiences and three most important messages. 1077 00:47:39,940 --> 00:47:42,390 And here's how I'm going to reach them. 1078 00:47:42,390 --> 00:47:45,860 It's not, I'm going to reach the world. 1079 00:47:45,860 --> 00:47:47,720 If it is I'm going to reach the world, it's going to be 1080 00:47:47,720 --> 00:47:48,470 very shallow. 1081 00:47:48,470 --> 00:47:52,450 Because a given dollar only spreads so thin. 1082 00:47:52,450 --> 00:47:55,590 So you want to be able to be targeted with your message and 1083 00:47:55,590 --> 00:47:56,770 figure out who's most important to 1084 00:47:56,770 --> 00:47:59,740 you and in what way. 1085 00:47:59,740 --> 00:48:03,250 AUDIENCE: I was going to say in terms of gimmicks, another 1086 00:48:03,250 --> 00:48:12,420 way a very good PR is the Chicago Irish Parade. 1087 00:48:12,420 --> 00:48:15,410 They literally dye the whole river. 1088 00:48:15,410 --> 00:48:17,180 PROFESSOR: They dye the river green for St. Patty's Day. 1089 00:48:20,070 --> 00:48:21,030 AUDIENCE: Is that a gimmick? 1090 00:48:21,030 --> 00:48:22,530 PROFESSOR: Yeah, it's totally a gimmick. 1091 00:48:22,530 --> 00:48:25,660 AUDIENCE: But can you piggyback on an existing? 1092 00:48:25,660 --> 00:48:27,655 PROFESSOR: Sure, as long as you can control the messaging. 1093 00:48:30,390 --> 00:48:32,530 If everyone thinks that you're celebrating St. Patrick's Day 1094 00:48:32,530 --> 00:48:36,200 instead of green energy, clean energy, that might be a 1095 00:48:36,200 --> 00:48:38,621 backfired message. 1096 00:48:38,621 --> 00:48:40,860 OK, so what I'd like you guys to do is get in your teams. 1097 00:48:40,860 --> 00:48:45,720 And we're going to take about the next 13 minutes. 1098 00:48:45,720 --> 00:48:47,010 We'll take until 3:40. 1099 00:48:47,010 --> 00:48:49,070 And what I want you to do is to come up with an X Prize 1100 00:48:49,070 --> 00:48:51,030 marketing campaign for a green battery prize. 1101 00:48:51,030 --> 00:48:54,150 So this is a prize, let's say it's $25 million for a 1102 00:48:54,150 --> 00:48:59,210 replacement for toxic batteries. 1103 00:48:59,210 --> 00:49:01,340 We're going to create batteries that are be thrown 1104 00:49:01,340 --> 00:49:04,930 in landfills, no evil effects. 1105 00:49:04,930 --> 00:49:07,270 So I want you to think about who your audience is, your 1106 00:49:07,270 --> 00:49:10,780 most important audience or audiences, one or two, what 1107 00:49:10,780 --> 00:49:13,060 you're going to try to be saying as your message, what's 1108 00:49:13,060 --> 00:49:15,320 your strategy, what's you're delivery. 1109 00:49:15,320 --> 00:49:17,510 So what I'd like to do is sort of go around the room and talk 1110 00:49:17,510 --> 00:49:20,660 about each of these things step by step. 1111 00:49:20,660 --> 00:49:24,865 So we're going to take one group and we'll sort of run it 1112 00:49:24,865 --> 00:49:26,940 all the way through on one message. 1113 00:49:26,940 --> 00:49:29,310 And we'll take some more and see where we land. 1114 00:49:29,310 --> 00:49:32,720 So Francois, let's start with your group. 1115 00:49:32,720 --> 00:49:35,904 What's your audience that you decided to target? 1116 00:49:35,904 --> 00:49:36,740 AUDIENCE: Well there are two audiences. 1117 00:49:36,740 --> 00:49:39,180 PROFESSOR: Let's pick one, one to start with. 1118 00:49:39,180 --> 00:49:40,074 We'll come back. 1119 00:49:40,074 --> 00:49:41,324 AUDIENCE: Environmentalists. 1120 00:49:46,710 --> 00:49:47,190 PROFESSOR: All right. 1121 00:49:47,190 --> 00:49:48,440 And what are you trying to tell them? 1122 00:49:51,630 --> 00:49:52,880 AUDIENCE: [INAUDIBLE PHRASE]. 1123 00:49:56,220 --> 00:49:57,470 [INAUDIBLE PHRASE]. 1124 00:50:00,190 --> 00:50:01,670 PROFESSOR: So we talked about what you want them to know and 1125 00:50:01,670 --> 00:50:02,610 what you want them to do. 1126 00:50:02,610 --> 00:50:04,514 So you're telling them that the prize exist. 1127 00:50:09,460 --> 00:50:11,360 And do you want them to do anything about it? 1128 00:50:11,360 --> 00:50:12,260 Just be excited? 1129 00:50:12,260 --> 00:50:15,092 AUDIENCE: Yeah, just be excited. 1130 00:50:15,092 --> 00:50:23,920 And to support them 1131 00:50:23,920 --> 00:50:25,380 PROFESSOR: What was your strategy for engaging the 1132 00:50:25,380 --> 00:50:26,630 environmentalists? 1133 00:50:30,080 --> 00:50:33,765 AUDIENCE: So one big kickoff followed by like a regular 1134 00:50:33,765 --> 00:50:35,202 traditional media campaign. 1135 00:50:42,390 --> 00:50:45,520 PROFESSOR: OK, and your opening kickoff, how are you 1136 00:50:45,520 --> 00:50:46,810 going to deliver that? 1137 00:50:46,810 --> 00:50:50,830 AUDIENCE: There will be a green Energizer Bunny tour. 1138 00:50:50,830 --> 00:50:52,770 PROFESSOR: Green Energizer Bunny tour. 1139 00:50:55,560 --> 00:50:56,850 OK, So you've chosen the Energizer 1140 00:50:56,850 --> 00:50:59,920 Bunny as your spokesman. 1141 00:50:59,920 --> 00:51:03,750 And what is he doing on his tour? 1142 00:51:03,750 --> 00:51:05,000 AUDIENCE: He is touring the city, dropping batteries... 1143 00:51:07,150 --> 00:51:07,800 collecting them. 1144 00:51:07,800 --> 00:51:08,760 Beating his drum. 1145 00:51:08,760 --> 00:51:09,660 PROFESSOR: Beating his drum. 1146 00:51:09,660 --> 00:51:10,690 OK. 1147 00:51:10,690 --> 00:51:15,500 Did you have any city in particular, any date in 1148 00:51:15,500 --> 00:51:15,940 particular? 1149 00:51:15,940 --> 00:51:17,140 Did it not matter at all? 1150 00:51:17,140 --> 00:51:20,260 AUDIENCE: A lot of cities [INAUDIBLE PHRASE]. 1151 00:51:20,260 --> 00:51:22,148 PROFESSOR: Worldwide launch. 1152 00:51:22,148 --> 00:51:24,178 AUDIENCE: We did not quite [UNINTELLIGIBLE PHRASE] 1153 00:51:24,178 --> 00:51:25,428 We want the vertical instead of the horizontal. 1154 00:51:36,477 --> 00:51:38,190 PROFESSOR: What do you guys have? 1155 00:51:38,190 --> 00:51:41,260 Who's your first audience? 1156 00:51:41,260 --> 00:51:44,085 AUDIENCE: Large device manufacturers. 1157 00:51:49,750 --> 00:51:51,250 PROFESSOR: Large device manufacturers. 1158 00:51:51,250 --> 00:51:52,750 OK. 1159 00:51:52,750 --> 00:51:55,690 What do you want them to know or do? 1160 00:51:55,690 --> 00:51:59,525 AUDIENCE: To realize the actual environmental costs of 1161 00:51:59,525 --> 00:52:00,775 [UNINTELLIGIBLE PHRASE]. 1162 00:52:05,710 --> 00:52:07,030 PROFESSOR: And what do you hope they do once they know 1163 00:52:07,030 --> 00:52:08,370 that environmental cost? 1164 00:52:13,894 --> 00:52:15,965 AUDIENCE: To get them to start with 1165 00:52:15,965 --> 00:52:17,920 environmentally friendly batteries. 1166 00:52:17,920 --> 00:52:19,800 PROFESSOR: Do you want them to buy you new batteries? 1167 00:52:19,800 --> 00:52:22,170 Or do you want them to change other things? 1168 00:52:22,170 --> 00:52:24,670 Do you care? 1169 00:52:24,670 --> 00:52:25,920 AUDIENCE: Both actually. 1170 00:52:33,780 --> 00:52:35,500 PROFESSOR: Did you have a particular piece of the 1171 00:52:35,500 --> 00:52:36,610 strategy you were focusing on? 1172 00:52:36,610 --> 00:52:39,604 AUDIENCE: We were going to do a long-term 1173 00:52:39,604 --> 00:52:41,101 guerrilla smear campaign. 1174 00:52:44,600 --> 00:52:47,760 PROFESSOR: Long guerrilla smear campaign. 1175 00:52:47,760 --> 00:52:49,010 AUDIENCE: [INAUDIBLE PHRASE]. 1176 00:52:53,530 --> 00:52:54,780 PROFESSOR: Plus launch of new batteries. 1177 00:53:00,150 --> 00:53:01,400 All right. 1178 00:53:03,700 --> 00:53:04,740 Is there anything else? 1179 00:53:04,740 --> 00:53:06,910 Is there any salient big features of your long 1180 00:53:06,910 --> 00:53:08,100 guerrilla smear campaign? 1181 00:53:08,100 --> 00:53:09,540 AUDIENCE: We were going to distribute 1182 00:53:09,540 --> 00:53:12,540 Energizer death bunnies. 1183 00:53:12,540 --> 00:53:14,482 PROFESSOR: Energizer death bunnies. 1184 00:53:14,482 --> 00:53:19,365 And what is an Energizer death bunny? 1185 00:53:19,365 --> 00:53:19,734 AUDIENCE: We haven't really thought through the details on 1186 00:53:19,734 --> 00:53:20,984 that concept [INAUDIBLE PHRASE]. 1187 00:53:28,850 --> 00:53:32,790 PROFESSOR: OK, Energizer death bunnies, fantastic. 1188 00:53:32,790 --> 00:53:35,500 OK, Paul, what did your group focus on? 1189 00:53:41,180 --> 00:53:42,700 AUDIENCE: Let me try. 1190 00:53:42,700 --> 00:53:46,376 We were focused on the consumers. 1191 00:53:46,376 --> 00:53:47,626 [INAUDIBLE PHRASE]. 1192 00:53:56,740 --> 00:53:59,237 PROFESSOR: What did you want to tell them? 1193 00:53:59,237 --> 00:54:04,985 AUDIENCE: Don't pollute the planet and buy new batteries. 1194 00:54:04,985 --> 00:54:07,530 PROFESSOR: Don't pollute it. 1195 00:54:07,530 --> 00:54:08,780 Buy new batteries. 1196 00:54:12,030 --> 00:54:13,190 And how are you going to do that? 1197 00:54:13,190 --> 00:54:15,560 With was your strategy? 1198 00:54:15,560 --> 00:54:18,890 AUDIENCE: We were trying to place ads in things like 1199 00:54:18,890 --> 00:54:22,320 newborn baby magazines and science magazines. 1200 00:54:26,740 --> 00:54:29,485 PROFESSOR: Parenting magazines and Popular Science magazines. 1201 00:54:35,570 --> 00:54:38,000 But while I read Popular Science magazines while I was 1202 00:54:38,000 --> 00:54:41,020 pregnant and with young kids, I don't think your demographic 1203 00:54:41,020 --> 00:54:43,064 overlap is probably very large there. 1204 00:54:43,064 --> 00:54:44,720 AUDIENCE: Well the parenting will. 1205 00:54:44,720 --> 00:54:45,280 PROFESSOR: Parenting will. 1206 00:54:45,280 --> 00:54:48,118 AUDIENCE: Some of those, popular magazines, science 1207 00:54:48,118 --> 00:54:53,960 magazines is more for the well-off, socially conscious. 1208 00:54:53,960 --> 00:54:54,270 PROFESSOR: Exactly. 1209 00:54:54,270 --> 00:54:56,560 So when we broaden that definition of 1210 00:54:56,560 --> 00:54:58,590 audience for sure. 1211 00:54:58,590 --> 00:55:01,465 What's your delivery strategy? 1212 00:55:01,465 --> 00:55:03,050 AUDIENCE: We were saying a baby playing 1213 00:55:03,050 --> 00:55:06,880 on a pile of batteries. 1214 00:55:06,880 --> 00:55:08,010 PROFESSOR: Baby on batteries. 1215 00:55:08,010 --> 00:55:12,460 AUDIENCE: And an announcement on Earth Day. 1216 00:55:12,460 --> 00:55:13,750 PROFESSOR: Announcement on Earth Day. 1217 00:55:16,480 --> 00:55:18,770 So you're going to have a big print ad campaign 1218 00:55:18,770 --> 00:55:20,550 announced on Earth Day. 1219 00:55:20,550 --> 00:55:24,260 And your image was a baby crawling around on batteries. 1220 00:55:24,260 --> 00:55:26,870 So you're drawing on their mother's heartstrings. 1221 00:55:26,870 --> 00:55:28,340 Don't poison my baby. 1222 00:55:28,340 --> 00:55:29,580 AUDIENCE: It always works. 1223 00:55:29,580 --> 00:55:30,580 PROFESSOR: It's true. 1224 00:55:30,580 --> 00:55:31,940 It almost always works. 1225 00:55:36,500 --> 00:55:39,800 AUDIENCE: So we talked a bit about how to get the 1226 00:55:39,800 --> 00:55:41,220 competitors involved. 1227 00:55:41,220 --> 00:55:43,465 But then we also were interested 1228 00:55:43,465 --> 00:55:45,510 in focusing on consumers. 1229 00:55:45,510 --> 00:55:51,207 And for consumers, basically we were thinking kids, 1230 00:55:51,207 --> 00:55:56,564 parents, environmentalists, and miscellaneous other 1231 00:55:56,564 --> 00:55:57,814 [UNINTELLIGIBLE PHRASE]. 1232 00:56:00,460 --> 00:56:00,950 PROFESSOR: OK. 1233 00:56:00,950 --> 00:56:04,620 And what was your message to them? 1234 00:56:04,620 --> 00:56:06,940 AUDIENCE: The basic message is that we're coming up with 1235 00:56:06,940 --> 00:56:08,310 these new green batteries. 1236 00:56:08,310 --> 00:56:11,214 And you should switch to them because the current batteries 1237 00:56:11,214 --> 00:56:13,634 are super bad for the environment. 1238 00:56:16,550 --> 00:56:17,130 PROFESSOR: OK. 1239 00:56:17,130 --> 00:56:18,670 strategy? 1240 00:56:18,670 --> 00:56:22,030 AUDIENCE: Our strategy is we're going to have Captain 1241 00:56:22,030 --> 00:56:23,280 Planet be our spokesman. 1242 00:56:28,710 --> 00:56:32,970 We were thinking maybe some sort of roll-out campaign 1243 00:56:32,970 --> 00:56:39,970 probably at a Superfund site, and then follow that up with 1244 00:56:39,970 --> 00:56:45,496 ads probably online and the traditional media too. 1245 00:56:49,350 --> 00:56:51,375 Maybe an after school special, yes. 1246 00:56:55,335 --> 00:56:58,930 We're going to, to some extent, target children. 1247 00:56:58,930 --> 00:57:01,405 And the children will go to their parents and 1248 00:57:01,405 --> 00:57:02,940 be like, oh my god. 1249 00:57:02,940 --> 00:57:04,770 Why are we doing these bad things? 1250 00:57:04,770 --> 00:57:07,820 PROFESSOR: It's a long-standing ad technique. 1251 00:57:07,820 --> 00:57:11,090 It's completely reasonable. 1252 00:57:11,090 --> 00:57:13,265 So Captain Planet at a Superfund site. 1253 00:57:13,265 --> 00:57:14,485 AUDIENCE: Yes. 1254 00:57:14,485 --> 00:57:16,640 PROFESSOR: Did anyone have a strategy for engaging 1255 00:57:16,640 --> 00:57:18,364 competitors? 1256 00:57:18,364 --> 00:57:19,614 AUDIENCE: Yes. 1257 00:57:23,754 --> 00:57:25,786 There's a couple of obvious groups 1258 00:57:25,786 --> 00:57:27,380 that would get involved. 1259 00:57:27,380 --> 00:57:32,040 And it was probably fairly easier to reach those people. 1260 00:57:32,040 --> 00:57:35,360 Put advertisements in The Chronicle of Higher Education 1261 00:57:35,360 --> 00:57:37,160 saying, whip our this prize. 1262 00:57:37,160 --> 00:57:38,844 We want competitors. 1263 00:57:38,844 --> 00:57:46,224 What are your ideas to win it all? 1264 00:57:46,224 --> 00:57:46,557 Universities are an obvious place to look for chemical 1265 00:57:46,557 --> 00:57:47,807 engineers and electrical engineers. 1266 00:57:53,604 --> 00:57:58,410 So hit up their trade magazines and websites that 1267 00:57:58,410 --> 00:58:00,390 they're most likely to visit. 1268 00:58:03,360 --> 00:58:06,912 Put ads on Facebook for everyone who's a chemE or 1269 00:58:06,912 --> 00:58:08,298 electrical engineer major. 1270 00:58:12,460 --> 00:58:13,740 PROFESSOR: Anyone else think about engaging 1271 00:58:13,740 --> 00:58:14,990 competitors at all? 1272 00:58:19,910 --> 00:58:22,282 Let's be totally ridiculous. 1273 00:58:22,282 --> 00:58:24,660 We're going to be totally ridiculous with this. 1274 00:58:24,660 --> 00:58:26,644 I like the Energizer death bunnies. 1275 00:58:26,644 --> 00:58:27,894 AUDIENCE: [INAUDIBLE PHRASE]. 1276 00:58:29,850 --> 00:58:30,910 PROFESSOR: Captain Planet is great. 1277 00:58:30,910 --> 00:58:32,730 He's not ridiculous. 1278 00:58:32,730 --> 00:58:35,520 AUDIENCE: I don't think you've seen those cartoons. 1279 00:58:35,520 --> 00:58:36,210 PROFESSOR: I have. 1280 00:58:36,210 --> 00:58:37,630 I assure you I have. 1281 00:58:37,630 --> 00:58:38,980 We actually reviewed them last year as 1282 00:58:38,980 --> 00:58:40,230 part of our PR campaign. 1283 00:58:43,630 --> 00:58:45,260 Let's say you wanted to go totally rogue. 1284 00:58:48,250 --> 00:58:49,860 You want nothing to do with the current battery 1285 00:58:49,860 --> 00:58:50,470 manufacturers. 1286 00:58:50,470 --> 00:58:53,970 You're looking for something totally different. 1287 00:58:53,970 --> 00:58:55,787 AUDIENCE: Depending on how green these batteries are, you 1288 00:58:55,787 --> 00:58:57,590 could give them out to random 1289 00:58:57,590 --> 00:59:02,490 passerbyers as candy or something. 1290 00:59:02,490 --> 00:59:03,750 PROFESSOR: Battery candy. 1291 00:59:03,750 --> 00:59:05,000 AUDIENCE: Drinkable batteries. 1292 00:59:08,030 --> 00:59:10,980 PROFESSOR: Drinking battery acid. 1293 00:59:10,980 --> 00:59:13,790 AUDIENCE: Have a battery smoothie or something like 1294 00:59:13,790 --> 00:59:15,040 that [INAUDIBLE PHRASE]. 1295 00:59:19,070 --> 00:59:20,320 PROFESSOR: Drinking the electrolytes. 1296 00:59:22,870 --> 00:59:24,820 AUDIENCE: Get Gatorade on there. 1297 00:59:24,820 --> 00:59:26,220 PROFESSOR: Gatorade, I like it. 1298 00:59:26,220 --> 00:59:26,720 I like it. 1299 00:59:26,720 --> 00:59:27,176 AUDIENCE: Powerade. 1300 00:59:27,176 --> 00:59:28,965 Or Powerade. 1301 00:59:28,965 --> 00:59:32,720 PROFESSOR: Oh, that's awful. 1302 00:59:32,720 --> 00:59:35,160 Powerade. 1303 00:59:35,160 --> 00:59:37,820 AUDIENCE: You could also have a concert, Poweraid, A-I-D. 1304 00:59:37,820 --> 00:59:39,070 Get Willie Nelson and Bono. 1305 00:59:46,460 --> 00:59:47,710 PROFESSOR: [INAUDIBLE PHRASE]. 1306 00:59:53,170 --> 00:59:56,400 What if we wanted to be very conservative? 1307 00:59:56,400 --> 01:00:00,840 What if our goal was to impact Energizer, and Duracell, and 1308 01:00:00,840 --> 01:00:02,300 the biggest manufacturers in the world? 1309 01:00:02,300 --> 01:00:04,110 And we really wanted them on our side. 1310 01:00:04,110 --> 01:00:05,270 We really wanted them engaged. 1311 01:00:05,270 --> 01:00:06,770 How does that change your ad campaign? 1312 01:00:10,100 --> 01:00:12,056 AUDIENCE: I guess you have to demonstrate that what you have 1313 01:00:12,056 --> 01:00:15,382 is literally no different than what's already out there, it's 1314 01:00:15,382 --> 01:00:16,660 just the quality is better. 1315 01:00:16,660 --> 01:00:19,720 PROFESSOR: So there's a degree to which your demonstration 1316 01:00:19,720 --> 01:00:22,810 becomes critical. 1317 01:00:22,810 --> 01:00:24,940 The demo equals credibility. 1318 01:00:30,160 --> 01:00:33,080 What else changes? 1319 01:00:33,080 --> 01:00:34,720 AUDIENCE: You want to bring them on board 1320 01:00:34,720 --> 01:00:36,180 and have them involved. 1321 01:00:36,180 --> 01:00:39,690 So maybe if you can work out ahead of time with them that 1322 01:00:39,690 --> 01:00:42,990 if the batteries meet this level, that they 1323 01:00:42,990 --> 01:00:45,090 will produce them. 1324 01:00:45,090 --> 01:00:46,710 PROFESSOR: So we talked about a little bit at the beginning 1325 01:00:46,710 --> 01:00:49,150 of class about advance market commitments, advance purchase 1326 01:00:49,150 --> 01:00:49,900 commitments. 1327 01:00:49,900 --> 01:00:52,360 Engaging a major manufacturer in one of these could be a 1328 01:00:52,360 --> 01:00:55,570 really great way to really set some credibility. 1329 01:00:55,570 --> 01:00:57,680 So we're going to make sure that they're going to make the 1330 01:00:57,680 --> 01:00:59,330 first million units and sell them. 1331 01:01:03,050 --> 01:01:05,600 Is there something other than the battery manufactures that 1332 01:01:05,600 --> 01:01:06,350 grants you credibility? 1333 01:01:06,350 --> 01:01:08,950 Are there partners besides battery manufacturers? 1334 01:01:08,950 --> 01:01:10,630 AUDIENCE: Yeah, something like Energy Star. 1335 01:01:13,880 --> 01:01:15,785 PROFESSOR: So something like Energy Star ratings. 1336 01:01:19,942 --> 01:01:21,860 AUDIENCE: Some sort of [UNINTELLIGIBLE]. 1337 01:01:21,860 --> 01:01:22,655 PROFESSOR: What? 1338 01:01:22,655 --> 01:01:23,120 AUDIENCE: Greenpeace. 1339 01:01:23,120 --> 01:01:24,860 PROFESSOR: Greenpeace. 1340 01:01:24,860 --> 01:01:25,070 Yeah. 1341 01:01:25,070 --> 01:01:27,540 Greenpeace is definitely a two-edged sword. 1342 01:01:30,380 --> 01:01:34,690 It comes across as being both green and crazy. 1343 01:01:34,690 --> 01:01:37,730 And not so peaceful, I think, is a fair way of putting it. 1344 01:01:37,730 --> 01:01:38,580 But it definitely polarizes. 1345 01:01:38,580 --> 01:01:41,270 AUDIENCE: You could go the regulatory route and say, 1346 01:01:41,270 --> 01:01:43,900 these toxic batteries are going to get [UNINTELLIGIBLE]. 1347 01:01:43,900 --> 01:01:44,180 PROFESSOR: Yeah. 1348 01:01:44,180 --> 01:01:47,540 So you can try to get a regulatory reform passed. 1349 01:01:50,140 --> 01:01:51,250 It's an interesting strategy. 1350 01:01:51,250 --> 01:01:56,070 So when X Prize flew the Ansari flights, the FAA pushed 1351 01:01:56,070 --> 01:01:59,280 through an incredible set of legislation that allowed that 1352 01:01:59,280 --> 01:02:02,080 to happen in the US in very short time. 1353 01:02:02,080 --> 01:02:04,970 If you wanted to have a regulatory piece to your 1354 01:02:04,970 --> 01:02:07,840 prize, when would you want to do that in the 1355 01:02:07,840 --> 01:02:09,730 course of the prize. 1356 01:02:09,730 --> 01:02:10,755 AUDIENCE: As early as possible. 1357 01:02:10,755 --> 01:02:11,010 PROFESSOR: Yeah. 1358 01:02:11,010 --> 01:02:15,160 So ideally, you would launch the prize and you would have 1359 01:02:15,160 --> 01:02:20,800 your choice of a bipartisan set of senators and 1360 01:02:20,800 --> 01:02:23,000 representatives on stage with you saying, we're passing this 1361 01:02:23,000 --> 01:02:25,570 bill or we're putting forward this bill. 1362 01:02:25,570 --> 01:02:27,805 If you can do it early enough, then you can really impact who 1363 01:02:27,805 --> 01:02:28,620 is going to compete. 1364 01:02:28,620 --> 01:02:30,970 AUDIENCE: Although if you do that, then doesn't it kind of 1365 01:02:30,970 --> 01:02:34,460 negate the purpose of the prize because the Senate or 1366 01:02:34,460 --> 01:02:36,900 Congress is then creating the incentive for you. 1367 01:02:39,710 --> 01:02:41,010 PROFESSOR: You can use it as an extra 1368 01:02:41,010 --> 01:02:43,210 piece of your incentive. 1369 01:02:43,210 --> 01:02:45,510 If you think that they're likely to do it anyway, then 1370 01:02:45,510 --> 01:02:45,880 you're right. 1371 01:02:45,880 --> 01:02:47,670 You're stepping out in front of the parade with a prize 1372 01:02:47,670 --> 01:02:49,380 purse you don't need. 1373 01:02:49,380 --> 01:02:51,960 If you think your prize is what's allowing them to 1374 01:02:51,960 --> 01:02:54,497 sponsor the legislation given the confidence to sponsor that 1375 01:02:54,497 --> 01:02:57,590 legislation, there may be some argument there. 1376 01:02:57,590 --> 01:03:00,260 It's a fair question. 1377 01:03:00,260 --> 01:03:03,560 OK, so as you move forward-- and you guys are going to be 1378 01:03:03,560 --> 01:03:05,860 narrowing down your focus-- 1379 01:03:05,860 --> 01:03:08,010 we need to remember that the conversation 1380 01:03:08,010 --> 01:03:09,870 isn't just about batteries. 1381 01:03:09,870 --> 01:03:11,590 It isn't just about storage devices. 1382 01:03:11,590 --> 01:03:14,500 But it's about the people around the technology. 1383 01:03:14,500 --> 01:03:17,060 And we didn't talk a lot about that today. 1384 01:03:17,060 --> 01:03:19,840 It sort of came out in some of your delivering messages here. 1385 01:03:19,840 --> 01:03:23,320 It's about the kids and the pollution. 1386 01:03:23,320 --> 01:03:27,160 It's about the parents and their kids. 1387 01:03:27,160 --> 01:03:29,020 Someone was saying, we want your ideas. 1388 01:03:29,020 --> 01:03:33,030 It's about the personal pride of being a competitor. 1389 01:03:33,030 --> 01:03:36,050 At some point, the actual technology itself is 1390 01:03:36,050 --> 01:03:39,740 completely minimized behind what's happening in your 1391 01:03:39,740 --> 01:03:40,930 public relations stage. 1392 01:03:40,930 --> 01:03:42,690 Because we're making heroes out of the teams. 1393 01:03:42,690 --> 01:03:45,440 We're making messages that are related to you and me 1394 01:03:45,440 --> 01:03:46,350 personally. 1395 01:03:46,350 --> 01:03:48,510 And we're drawing on that emotional connection that we 1396 01:03:48,510 --> 01:03:49,910 talked about for ad campaigns. 1397 01:03:49,910 --> 01:03:51,870 And you don't have emotional connections to batteries in 1398 01:03:51,870 --> 01:03:53,470 most cases. 1399 01:03:53,470 --> 01:03:55,900 As you start to think about how you're going to craft your 1400 01:03:55,900 --> 01:03:57,120 prize, have these things in mind. 1401 01:03:57,120 --> 01:03:58,730 You want to make something that's exciting, that's 1402 01:03:58,730 --> 01:04:03,290 engaging, that's meaningful to an individual level. 1403 01:04:03,290 --> 01:04:05,990 If you have questions, feel free to ask. 1404 01:04:05,990 --> 01:04:08,590 Otherwise I'm going to be meeting with team Grid Storage 1405 01:04:08,590 --> 01:04:09,620 I think next. 1406 01:04:09,620 --> 01:04:10,330 You guys are next. 1407 01:04:10,330 --> 01:04:11,410 All right, thanks very much. 1408 01:04:11,410 --> 01:04:13,900 Wednesday we'll be meeting at IDEO or at 1409 01:04:13,900 --> 01:04:15,150 the Kendall T station.