Month: June 2011 | Chris Zavadowski's Massive Leverage Marketing

While each of the seven Underground events have been amazingly fun and profitable, the highlight for me in recent years has definitely been hosting the crazy Charity Power Hour event.

CPH’s mission is to raise money for important causes around the globe by hosting a fun, unique, once-in-a-lifetime live game experience for adults 21+ at the end of the Underground Online Seminar.

Here’s the story of how it all started…

3 years ago, after the Underground Online Seminar 5 had ended, last call was coming too early. So as any crazy marketer would do…Perry Belcher (giving spirit that he is) wanted to really shake things up, and bought 100 beers. Jimmy Sweeney added 50 to that. And management threw in another 20 beers. Now, 170 beers sitting on a bar at once is A LOT…

In fact — and this might surprise you — the marketers in the bar simply didn’t know what to do with all that beer at once! Well, I flashed back to my college days and remembered the famous “Power Hour” (simply one shot of beer per minute, for an hour…or until folks scream “uncle” and/or or need a wheelchair). That’s all it took, and believe it or not, we quickly ran out of the 170 beers!

Little did I realize this would turn into an annual event!

But since it was so much fun, everyone started asking me to do it again. Now we’ve turned it into a charity event with all the players donating into the jackpot. The top 3 people who make it the longest (1st, 2nd and 3rd place) get to choose the charities that all the money goes to. In the past we’ve donated to Falling Whistles and the Caring House Project. And this year, close to $5,000 went to the Leukemia & Lymphoma Society (a cause very near and dear to me).

Considering it’s insanely fun, crazy and celebrates our Maverick “give more back” DNA, it should come as no surprise it’s become an annual tradition. Each year, it’s bigger and better than ever. Over 41 people played this year (with 87+ pitchers of beer consumed) – and at least double that watching! Even non-drinkers got in on the action to support the charity, and help run the game.

Please visit the Official Facebook Fan Page so you can stay updated for next year’s special charity event, see pictures and discover the winners: http://www.facebook.com/charitypowerhour

Of course no post would be complete without a few photo highlights from the evening…

After talking with the general manager of the sports bar, he definitely “got” what we needed (a special shout out to the GM, Brian Pillard, for his help, discounts and goodies he donated to our fun!). Here’s the “before” picture. 72 brand new shot glasses awaiting an evening of fun. But after one sober attendee started a food fight with the chips (she will remain nameless, but I WILL point out she was a UG7 speaker!)…we lost our chip-eating privileges. Thanks a lot K.B.! 😉

All Set for the Fun!

Thanks to Adam Black we got the National Harbor Peep Store to donate 100 “Peeps” hats for everyone playing. Nothing says class like the Peep show we put on that night. 🙂

Everyone Ready To Party For Charity

After rallying the troops with an opening speech, it was time to lead everyone in the first beer shot of the evening. (Note: This is when management – and my balance — would still allow me to stand on a chair to address the crowd).

BTW, a HUGE shout out to the “Live Smart” team of Jeff Siegel, Phil Costantino, Raimee Rodie and Isabel De Los Rios (you can see the backs of Jeff, Phil and Raimee above). They were not only our #1 donors, but came BACK into DC from an out of town St. Patrick’s weekend celebration just to participate in CPH. Dedicated or drinking problem? You decide. 😉

Chris Zavadowski Takes the First Shot

Having fun with my honorary co-host for CPH 2011 and new Maverick Member, Dori Friend (also a big donor for the evening!). Check out those sexy Peep hats! 😉

Dori definitely has the Maverick DNA. Not only was she one of the largest donors to CPH this year, but she also wanted to play a little prank on me. Thanks to her twisted mind (and the Internet), she hired a few folks to come in pretending they were with the Maryland Alcohol Board and that I didn’t have the proper permit to host this event. They kept trying to get me away from the game, but I wouldn’t budge! I told them, “I’ve known these crazy folks for over 8 years. I’m not sure who hired you yet, but if this is real, either bring security or the police…otherwise, I’ve got a game to play.”

After 5-10 minutes of messing with me, I complimented their performance and they finally broke character and started laughing…and pretended to lock me up. What a fun time!

Did Chris Get Arrested??

At this point, some folks have started to drop out. But you can see one of our chief instigators (and the sponsor for ALL 87+ pitchers of beer this year), Perry Belcher, holding his own. Also COO Andrew Way is still at the table setting a “good” example. And a big thanks to Adam Summer who bought an entire store’s inventory of “DEA” shirts to give away to top donors. DEA = Drinking Every Afternoon.

Not Everyone Could Keep Up
Andrew Way and Maverick Mike Geary (also responsible for bringing some of the top drinkers to the game this year) sharing the love and sporting the contestant numbers I issued to everyone. Clearly this picture was taken earlier in the evening. 😉

Mike Geary and Andrew Way

To help speed things along, the general manager suggested we move to larger glasses. If you’ll notice – no more shot glasses in this picture. And you’ll also notice, over the half the players left at that point. We’re down to just one table. 😉

Bigger Glasses for Everyone!
Trying to keep our Maverick Communications Samurai (and dedicated shot pourer), Aydika James, in check. To quote Aydika about CPH2010, “the spirit oozed out of the walls (and into the halls, literally).” As you can see, she gets a little violent and frisky after midnight. Beware.

Aydika James gets a "hug" from Chris

After the game finished in a 3-way tie for first place — and a drunken contestant started pouring pitchers of beer over his head — we ended up (read: kicked out) into the lobby areas for more celebrating.

And Then There Were 3!

For some reason, I ordered an extra 20 pitchers of beer at last call. And we all know Mavericks won’t let beer go to waste! So here you can see Jeff Mulligan and Yanik carrying around their beer pitchers for the rest of the night. Yes, Yanik is holding two. A special shoutout to Maverick Shelby Larsen (seen above), our awesome sober accountant and fellow instigator for the evening.

If you missed this year’s CPH, you missed quite an experience! Be sure to “LIKE” the Facebook page (facebook.com/charitypowerhour) so you can get all the updates for next year’s adventure. A HUGE thanks to everyone who helped us blow past the original fundraising goal. You all rock!

Oh, and feel free to leave your comments on the craziness by posting below!

How to Make Yourself More Valuable, Dan Kennedy The mayor of a small town once wrote to Benjamin Franklin asking for a donation so the town could buy a bell for its town square. Franklin sent money with a note suggesting they forego the bell in favor of buying books for the town library. It is at the library we might find an answer to why so few succeed and why most fail – at anything, at everything.

Most people do not apply themselves to acquiring know-how nor apply the know-how they acquire. In short, they have the attention span of a gnat, the diligence of an idle, random breeze. They certainly don’t study.

I have become quite rich and somewhat celebrated, reaching the pinnacle of success in not one but three different fields. At each required skill-set, I once sucked. For me, there has always been a crawl to competence, then a fast rise to superiority.

Part of the process is getting through of a lot of information in a hurry but also continuously. For nearly 25 years, I read a book a day plus newspapers, trade journals, newsletters, visited the public library weekly; took on a needed skill and so thoroughly and intensely studied it as to become a world class expert.

When I was teaching myself to be an advertising copywriter, for example, I studied no less than an hour everyday, listened to recorded material on the subject constantly, sought out and got to know the top people in the field, and when one told me to take great direct-response ads and write them out longhand 21 times each, to teach my subconscious the rhythm of such writing, I did that with 100 ads.

I collected over 200 books on the subject and immersed myself in them. I built organized files of samples that fill a room. I traced one master back to his teachers, they to theirs, thus even knowing the genealogy of the field.

When I am asked by fledgling or journeymen copywriters how they, too, might have clients waiting in line to pay them $100,000.00 fees when there are thousands of copywriters advertising their availability for 1/10th that or less, and I tell them this answer, they reject it. They seek rewards out of kilter with their value and are unwilling to do what is necessary to build up their value.

The same answer could be given by the top earners in insurance, real estate, retail store ownership, dentistry – name the business or profession. The answer is the same.

I am told by people all the time that they simply do not have time to read and listen to all the material they have purchased or subscribed to. But time is democratic and just. Everyone has the same amount. When I choose to read with my mid-morning coffee break and you choose to blather about trivia with friends; when I choose to study for an hour sitting on my backyard deck at day’s end but you choose to watch a TIVO’d American Idol episode, we reveal much.

When someone says he does not have the time to apply himself to acquiring the know-how required to create sufficient value for his stated desires, he is a farmer surrounded by ripe fruit and vegetables, whole grains and a herd of cattle on his own property who dies of starvation, unable to organize his time and discipline himself to eat.

Incidentally, success in every business, including yours, depends on mastery of a handful of critical competencies (one of which is always marketing). The individual who sets out earnestly and diligently to acquire a wealth of know how in each winds up with wealth in his bank account. All others watch with envy and cry in their soup, two activities they do seem to find time for.

– By Dan S. Kennedy, serial entrepreneur, from-scratch multi-millionaire, speaker, consultant, coach, author of 13 books including the No B.S. series, and editor of The No B.S. Marketing Letter. FOR A SPECIAL FREE GIFT FROM DAN FOR YOU including newsletters, audio CD’s and more: visit:www.FreeDanKennedyNewsletter.com