[The cartoon I gave to Ester Dyson back in 2008.] “Random Acts of Traction”.
This is a phrase I use a lot these days.
It seems to be the story of my life.
I put stuff out there– cartoons, prints, a book, a blog post, whatever. Some of it flies, some of it goes nowhere.
Eight years of pretty successful blogging later, and I STILL have no way of predicting what will work, and what will fail.
Who knew the book would be a bestseller? Who knew the phrase, “Social Object” would enter the lexicon of mainstream marketing, simply by me rabbiting on about it ad nauseam? Who knew “Wolf vs Sheep” would be my most popular-selling print? Who knew the Blue Monster would spread like wildfire through Microsoft? Who knew all these things would gain “Random Acts of Traction”?
Not I, that’s for sure. The great Doc Searls described this phenomenon much better than I ever could:
Tell ya what. I’m fifty-seven years old, and I’ve been pushing large rocks for short distances up a lot of hills, for a long time. Now, with blogging, I get to roll snowballs down hills. Some don’t go very far. But some get pretty big once they start rolling.
See, each snowball grows as others link to the original idea, and add their own thoughts and ideas. By the time the snowball gets big enough to have some impact, it really isn’t my idea any more.
Anyway, at this point in my life I’d rather roll snowballs than push rocks.
I think anyone who makes their living even partly via blogs and social media will understand the snowball metaphor, will understand “Random Acts of Traction”.
My friends, Dennis Howlett and James Governor, both technology consultants, certainly understand this. As they can only realistically execute on 10% of their ideas, they don’t seem to mind giving away the remaining 90% for free, via their blogs. If one of their free ideas gets “Random Acts of Traction”, it’s great PR for their businesses. It leads to conversations eventually. Conversations that eventually lead to paid gigs.
This only works, of course, if you can make your “snowballs” quickly and inexpensively enough. If you spend too much time worrying about it, you lose. If you try to control where the snowballs go after you’ve released them down the hill, you lose.
“Fail cheap. Fail fast. Fail often. Always make new mistakes.” -Esther Dyson. Words to live by. Exactly. [Update: Just added this blog post to EVIL PLANS.]
[UPDATE: Of course, I can’t do this alone. I’ll be needing the help of the Texas Twitter community to help me. If you have any ideas to help make this act of futility somehow less futile, please email me at gapingvoid@gmail.com. Thanks!]
My long-term plan is to continue living out here in Alpine, Texas, writing books and making paintings. An ideal West Texas “creative” life and all that…
BUT BEFORE I settle into that role, I have one LAST marketing fandango to pull off. Namely, making Stormhoek the best-selling South African wine in Texas.
How am I going to do that? Basically, get in my car and drive. Start visiting with people. Start spreading the word. Start finding allies who can help my little adventure along. Stay on the road until I reach my goal. You can read about my adventures on my EVIL PLANS blog page.
When David Brain asked me what was the appeal of writing books, I replied:
I certainly didn’t expect to make any real money from it, and how much it would “help” other people is pretty debatable. But sometimes in your life you have these defining moments, where you draw a line in the sand and declare to the world, “This is who I am, this is what I believe, this is what’s important to me.” I think we all need these moments at some point, to make us better understand who we really are. Writing a book is a good way to force these moments to the surface. That was really the key driver, here.
I have found that marketing can be a pretty good “key driver” in this department, too.
Especially “Futile Marketing”. Yes, this undertaking is insane and futile. It’ll probably fail. I’m going to do it anyway. [The Futile Marketing archive is here.]
[Never a dull moment in West Texas etc. A video of me telling some local people down in Terlingua all about Stormhoek.]
I recently made the acquaintance of the proprietors of both The Starlight Theater and La Kiva, two prominent bars down in Terlingua. The meetings went well– I liked them both, they seemed to like me. So it looks like we might be selling down there, fingers crossed. Hurrah!
Terlingua, 100 miles South of Alpine, Texas, right on the Mexican border, is probably the strangest place I’ve ever visited in my life– it has an unreality to it quite unlike anything else I’ve ever seen. But there’s a wonderful appeal to it, that’s for sure. If you ever wanted to know what it was like to be living in the old Wild West, this is probably as close as you’re going to get, first hand. The people, architecture and landscape seem right out of a Sam Peckinpah movie.
So why try selling South African wine in Terlingua? “Futile Marketing”, of course…
Alpine, Texas. Never a dull moment at Harry’s Tinaja. That’s my buddy, Israel playing on the “gee-tar”.
btw Harry’s was the first place in Alpine to sell Stormhoek…
[My pal, Jeffro singing at Harry’s Tinaja, Alpine, Texas.] I’m taking to the road. Here are some notes:
1. Now that IGNORE EVERYBODY is done and in the book stores, it’s time to do something else. In the last couple of days, I’ve gotten several emails from people that they saw the book selling in airport bookshops. Wow. It doesn’t get any more “mainstream” that that, I’m happy to report. At least I can’t accuse it of being “undiscovered”. And for me, as a blogger, it’s nice to be able to break out of the Web 2.0 echo chamber. Exactly.
2. So I was having a drink with a friend the other day, and he asked me what my next plan was. I told him, in no uncertain terms, that “I’m going to go on the road, and stay on the road, until Stormhoek is the best selling South African wine in Texas.”
3. I’m bringing my computer along. I’ll be blogging my adventures en route. Hoping to be posting travel-diary videos on YouTube as well.
4. I’ll be limiting my travels to the State of Texas. Luckily it’s a big State and there’s plenty to discover.
5. I’m bringing my computer along. I’ll be working on my second book while I’m traveling. I have a vague idea what it’s about…
6. I’m bringing my computer along. I hoping to meet other Texan bloggers and Twitters on my travels.
7. Hoping to draw a lot of new cartoons en route as well. Hoping that some new prints will come out of it.
8. I don’t really have a plan. But I am leaving as soon as I can get organized. You’ll be able to follow my adventure on Twitter easily enough.
9. This idea will probably fail. “Futile Marketing” etc. Rock on.
10. [Update:] Just Twittered this blog post: “@gapingvoid is proud to present: THE WORST MARKETING IDEA EVER!!!!!” Yep. That’s about right… [etc: About Hugh. Interview. Newsletter. Book. Limited Edition Prints. Private Commissions. Cube Grenades. Hughtrain.]
[Marketing. It’s a dirty job, but someone’s gotta do it…]
With all the activity over IGNORE EVERYBODY and the prints these last few months, I was getting frustrated that I wasn’t spending more time on the Stormhoek project.
It’s hard to do everything.…
The wine is selling well here in Alpine, Texas. It’s a small town of six thousand, word is easy to spread if you’re doing something interesting. But I have my eyes set on bigger horizons.
Like I said before, I’m just going to focus the marketing efforts on the State of Texas. Doing the whole country is just WAY too complicated, not to mention expensive.
I’ve asked our distributors to send me a list of all the stores, bars and restaurants that they cover in Texas. I’m thinking of going on a road trip. I’m thinking of visiting some of these places. I’m thinking of bringing a video camera along. I’m thinking of asking Jeffro to come with me, at least for part of it.
I’m just thinking… [etc: About Hugh. Interview. Newsletter. Book. Limited Edition Prints. Private Commissions. Cube Grenades. Hughtrain.]
[Jeffro, donning a Black Flagg t-shirt, singing at Harrys Tinaja, Alpine, Texas. Note the bottle of Stormhoek by his side etc.] So this is what’s been happening with Stormhoek wine on my end lately…
1. We currently have Stormhoek selling in six places in town (Alpine, Texas), including Harry’s Tinaja, Porter’s Supermarket and Twin Peaks Liquor Store. We’re hoping to double that number. We’re also starting to sell it in other neighboring towns like Marfa and Terlingua.
2. The “Dream Big” bumper stickers are a big hit. I’ve just ordered another thousand of them. Thinking of leaving them in hotel lobbies, for the tourists to take away en masse.
3. Re. Jeffro. Sure, I think a former-punk-rocker, ukelele-playing Texan is the PERFECT spokesman for a bottle of South African wine, don’t you? It screams “QUALITY & VALUE!” from across the room etc.
4. People from outside the State always ask me why I like Texas so much. Well, there are many reasons, but the one I cite the most is, “Here in Texas, you don’t have to be a billionaire, but if you have a cool, little business that adds something positive to the community, YOU ARE GIVEN RESPECT”. I’m a small businessman, after all, so this quality would be important to me. Sure, you can find this quality elsewhere, but I’ve never seen it MORE TRUE than it is in Texas.
5. I’m excited by the prospect of reaching critical mas here in West Texas, then spreading the good word throughout the rest of the State. As I’ve said earlier, I’m just focusing on Texas for the time being. That’s plenty of business for me…
6. With my book coming out in three days and my print business doing well, I actually don’t really have to be doing this for career reasons; I’m just doing it because I want to. Stormhoek and I have been through a lot these last four years, it’s already doing great in Europe, I think I owe it to both myself and to the brand to get it going over on this side of the pond. Besides, I’m a sucker for “Futile Marketing”. Rock on.
[Click on image to enlarge etc.]
If you walk around Alpine, Texas (my current home), you might start seeing the “Dream Big” bumper stickers everywhere, the ones I made for Stormhoek.
Alpine only has about 6,000 people. We’ve distributed around 1,000 bumper stickers so far. Plan to do many more. Do the math.
Why can’t a small town in west Texas “Dream Big”? Ditto for a small winery in South Africa.
“Dream Big, Alpine, Texas” isn’t rocket science. But it seems to resonate with folk.
Yes, the bumper sticker is a “social object”.
Watch this space…
Hugh’s dedication to his work is inspiring to me. When he sets his mind to something there is simply no stopping him. Take Stormhoek if it kills him he’s gonna get the word out in Alpine.
My evil plan is have Stormhoek the most talked about wine in the history of Brewster County. You have my word on that, People.
[#futilemarketing]
[Tablet PC sketch of what I have in mind. Click on image to enlarge etc.] [UPDATE: 12.10am, 23rd March. “DesertManhattan” is finished. Hurrah!] DesertManhattan is nearly finished. Four x Eight foot worth of insanity. Months of work. Will be posting pictures soon.
My next painting will be half that size– 48″ x 48″ square… the sketch above should give you an idea. Again, the theme comes from a familiar place. Like I said when I first started on DesertManhattan:
I think being out here in Alpine, Texas, covered under a blanket of desert air and “Big Sky” brought about a wee change in me, at least in what I find interesting artistically. The “cartoons on the back of business cards” format came about in New York City, when living conditions, shall we say, were far more intense, crowded and cramped. Not to mention, I was ten years younger. Things change.
There’s a certain intensity to being out here in the desert. There was a certain intensity to living in New York. I’m trying to create objects that somehow capture both. Hence its name.
Yeah, I know, it’s a silly, stupid, insane way to try to make a living, to try to spend a life. I’ve spent the last twenty years learning this the hard way. The damage is already done. Alea iacta est. Rock on. [Sign up to gapingvoid’s “Crazy, Deranged Fools” Newsletter…]
[The latest Stormhoek video from Loren Feldman. An interview with Todd Elrod, blacksmith and harmonica player with The Doodlin’ Hogwallops.]
Alpine, Texas. I was telling somebody the other day over at Harry’s Tinaja that there was no way in God’s Earth that Loren’s insanely brilliant “Skater” video for Stormhoek would ever win a major advertising or marketing award.
Which is EXACTLY why it deserves to win one…
Re. Wine marketing: Usually, when an imported wine launches in the States, a familiar pattern emerges. Hire New York or SF restaurant for the evening. Organize wine tasting. Try to get the usual freeloaders, PR wannabe’s, and random warm bodies to attend. If a C-List celeb somehow turns up by some Miracle of God, become ecstatic. Send Press Release out to the usual suspects in the media. Watch Press Release be utterly disregarded by All & Sundry. Watch absolutely nothing happen afterwards. Witness the entire story disappearing into the dustbin of history within nanoseconds. And so on.
So we at Stormhoek decided to go in the exact opposite direction, as far away from the Usual Suspects as possible. “Hey, let’s launch in Alpine, Texas! Let’s see if we can get real West Texan cowboys to like South African wine! It’s totally insane! It’s totally futile! It’s totally wrong! Let’s do it anyway!”
[The official “Dream Big” t-shirt…]
2. Our campaign tagline is “Dream Big. Alpine, Texas”. Inspired by the back label on the Stormhoek bottle, of course.
3. I think you really need to “Dream Big” on some level to live out here in the high Texas desert, 400 miles West of Austin. This is true whether you’re working construction, waiting tables, teaching elementary school or launching a wine brand.
4. You may lovee the tagline, you may hate the tagline. Whatever. They seem to like it out here. A lot. That’s all that matters.
5. We’re just going to concentrate on marketing the wine in Texas for the time being. Trying to do it nationally is just too much work. This country is way too big.
6. We’re starting in Alpine, then we’ll ripple out. Next is Marfa, Texas, then Marathon, Fort Davis, Terlingua, Presidio, Fort Stockton, San Angelo, Midland-Odessa, Del Rio… If that goes well, we’ll get ambitious. Ozona, Sanoma, Junction, Harper, Fredericksberg… We’ll keep going till we hit the bigger towns: Houston, Austin, Dallas/Fort Worth, Corpus Christi, El Paso, San Antonio, Amarillo…
7. Texans don’t drink a lot of South African Wine. They will by the time I’m done with them.
8. Dream Big. Alpine, Texas. Exactly.
[Update:] Talking about this blog post on Twitter:“I’m either going to make this thing fucking work or die trying.” Yes.
“Futile Marketing” at its finest, Folks…
Like I said earlier, instead of launching this Stormhoek campaign in New York or whatever, we decided to launch at Harry’s Tinaja, Alpine, Texas.
Last week Loren Feldman was in town. Here he interviews Harry. Rock on.
I just bought the URL, www.futilemarketing.com.
I’m not planning on turning it into another website, nor am I planing to launch a new business called “Futile Marketing”. It’s just a name I very much wanted to own.
Why? Because “Futility”, as a marketing strategy, is an idea that’s currently fascinating me.
Conventional Wisdom dictates, if you’re trying to market something, the last thing you want your marketing campaign to be is “An Act of Futility”. But… are you REALLY sure about that?
I was thinking recently how most of the stuff I’m most proud of, started off as acts of futility.
–Drawing cartoons on the back of business cards started off as an act of futility.
–Getting an English tailor to blog in the hope of selling more $5,000 suits started off as an act of futility.
–Launching a national UK supermarket wine via the blogosphere started off as an act of futility.
–Getting Microsoft to re-think about who they are using nothing but a single cartoon started off as an act of futility.
–Choosing a highly irritating puppet to launch a major new French wine started off as an act of futility.
–Convincing one of the most respected publishers in the world to turn a blog post into a hardcover book started off as an act of futility.
-Getting West Texas cowboys to start drinking South African wine started off as an act of futility.
And if you think about it, the world is full of other, similar examples.
–Getting people to pay $4 for a cup of coffee started off as an act of futility.
–Getting people to give up their horses en masse in exchange for an internal combustion engine started off as an act of futility.
–Getting people to pay for software without any hardware attached to it started off as an act of futility.
–Building a multi-million dollar cottage industry using nothing but blog advertising started off as an act of futility.
–Writing a children’s book about wizards in an Edinburgh coffee shop started off as an act of futility.
–Trying to halt the Nazi invasion using nothing but Spitfires started off as an act of futility.
–Stopping the largest army the world had ever seen with just a small phalanx of 300 Spartans started off as an act of futility.
–Trying to blow up the Death Star using nothing but thirty X-Wing fighters started off as an act of futility.
–Convincing the USA to elect an African-American as their President started off as an act of futility.
Are you thinking what I’m thinking…?
