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\pard \ql {\fs24 \f1 This is the C.B.C. podcast support for this podcast comes f
rom Choose dot ca You're listening to this podcast through C.B.C. dot ca not dot
com dot ca you see some of Canada's best and biggest brands choose dot ca to re
present themselves online. It's the only web address that means you're one hund
red percent Canadian and seventy eight percent of Canadians prefer to support Ca
nadian businesses on the internet get your dot ca Web address at Triple W. dot c
hoose dot ca this episode of under the influence is an encore presentation looki
ng at a time of year where the Madrid conference will be over one day in Afghani
stan a small group of American soldiers found themselves involved in an exchange
of gunfire with a small group of Afghans the skirmish goes on for days. It's a
gun battle with no end as each side just keeps firing shots in the other direct
ion. The other group isn't associated with the Taliban. So the Americans aren'
t sure why they're being fired upon. Finally the American lieutenant inch. Arg
e has an idea. He says Why don't we just ask them. So the lieutenant signals a
cease fire when the shooting stopped. He slowly walked over to the Afghans and
asked Why are you firing at us. They tell him it's because the Americans are n
ot paying rent for the land. They're on the lieutenant says oh OK so we'll pay
rent the Afghans say that's fine but we have to warn you that another group will
start shooting at you when the lieutenant asks why the Afghans tell them that t
he other group believes they own the land. Then the lieutenant asked this one s
imple question Is there a place we can move to where we won't have to pay rent t
he Afghans point to a place just one hundred eighty meters away. So the America
n squad picked up their equipment moved six hundred feet to the left and the sho
oting stopped. That was all it took it was the smallest move that resulted in a
surprisingly big gain. It's surprising how many small moves in warfare can res
ult in a huge advantage especially when that warfare is marketing some small mov
es are the result of keen insights. Some are born of practical necessity and st
ill others materialize out of sheer luck and thin air. But here's the interesti
ng thing. It doesn't matter how small the movie is because if it's smart. It c
an result in a big big gain. If you want to. Small moves are often deceptive.
They appear so innocuous that many businesses can't see them or choose to overl
ook them or don't trust them. Most companies only focus on the big disruptive i
deas. Yet tiny moves can be little earthquakes that can result in huge changes
by nine hundred ninety one McDonald's business had grown stagnant revenues had s
lowed down and only grew one percent down from the robust ten and twenty percent
. It had enjoyed in the seventy's and eighty's. Then one day an account execut
ive from Coca-Cola approached McDonald's with an idea. He suggested that the fa
st food restaurant bundle a hamburger and fries with a Coke. It was a somewhat
self-serving suggestion as Coke stood to benefit greatly from the bundling McDon
ald's resisted the idea at first because creating a food bundle meant lowering t
heir margins on three main menu items. Unlike the happy meal which was a childr
en's products created for promotions. But due to their weak revenue forecast an
d pressure from the stock market the fast feeder eventually came around to the n
otion combined a big mac a large fry and a medium Coke and called it an extra va
lue meal while the bundle offered customers a twenty percent price discount they
Donal's hope to make up the difference with big time volume. It was a good bet
. Within three years extra value meals accounted for close to fifty percent of
McDonald's revenues by nine hundred ninety seven make these call the Extra Value
Meal their most successful item of the past ten years revenue increased eleven
percent. But Ronald McDonald wasn't the only winner one year after the introduc
tion of the Extra Value Meal Coke announced record profits all due to the simple
suggestion of adding a coke to a bundled meal small move big gain time I won't
beat around the bush. I think roll up the rim was a pretty good idea in the mid
one nine hundred eighty S. Tim Hortons was on a roll the chain was expanding at
a record pace and the number of stores was close to doubling every five years a
ccording to founder Ron Joyce in his book always fresh and outside supplier came
to Tim Hortons in one nine hundred eighty five with an interesting suggestion.
The supplier was the Lilly Cup company which was one of two companies that supp
lied Hortons with all their paper coffee cups. Roger Wilson of Lily Cup was try
ing to gain a larger share of Tim Horton's business. So one day he approached H
orton's management with an idea. His company had developed a new cup that allow
ed for a message to be printed under the rim. He said it might be a good place
to print a contest message or something. Tim Hortons was intrigued printing und
er the rim didn't add to the cost of the cup. Plus a contest was a great way to
stimulate coffee purchases in the spring when sales were traditionally soft Sor
an be used to Morton's marketing director was assigned to come up with a way to
use the RAM in a promotional campaign he came back with a roll up the rim it was
to be a contest where customers could roll up the rim to see if they had won a
prize the promotion debuted in one nine hundred eighty six the biggest prize tha
t year. A box of Tim Bits. Really. Yeah there was only a slight rise in sales
that first spring but it really took off in the year to roll up the rim became
so popular that just two years later. Tim Hortons was giving away automobiles t
he promotion really became memorable when the tagline was set in commercials wit
h rolling ours and no time to bring on down to keep one of the off camera roll u
p the rim will turn thirty years old this year and the promotion is given away o
ver five hundred cars and hundreds of millions of coffee's and donuts since one
thousand nine hundred eighty six it results in a huge sales gain for Tim Hortons
every year all due to a small move the simple suggestion to print a contest und
er the Reem remember this Ching go to girl girl back in one thousand nine hundre
d forty five naval engineer Richard James was developing Springs to add stabilit
y to shipboard instruments. When he accidentally knocked one off the shelf and
watched it walk across a stack of books sensing the spring can be turned into a
toy. He showed it to his wife who christened it. Slinky James then got a five
hundred dollar loan and made four hundred slinky S. he managed to convince retai
ler gimbals to let him demonstrate the new toy at their counter but a slinky at
rest isn't very exciting and the toy got no real interest from shoppers for hour
s. So James asked gimbals what turned out to be a very significant question he
asked if he could use the end of their counter that allowed him to show customer
s how slinky really worked within ninety minutes. All four hundred sling key.
These were sold as Richard James' wife told C.N.N. Many years later if it hadn't
been for Gimbel's giving us the end of a counter to demonstrate. I don't know
what would have happened sixty years later over three hundred million slinky hav
e been sold a small request. The end of a counter huge gain. So how is she. S
o Mirman national hunger strike all my life I've been waiting for someone when I
find her she's she's a fish. Nobody said love's perfect back in the late seven
ty's producer Brian Grazer had an idea for a new movie it was about a mermaid wa
shing up on the shore in New York City the tentative title was Splash. He pitch
ed it to every studio in Hollywood and every one of them turned him down for sev
en years he kept pitching his mermaid story but movie executives just couldn't g
et their heads around the idea of a mermaid walking the streets of New York graz
er kept striking out then one day he realized there was a lot of information in
a no so he decides to listen more intently. He pitches splash again gets turned
down and realizes the reason is because he was pitching it too much from the pe
rspective of the Mermaid. So he decided to slightly alter his pitch. Instead o
f a movie about a mermaid. He begins pitching it as a love story between a man
and a mermaid saying the movie was really about finding the right love for yours
elf as opposed to the love people would choose for you. Same movie different fr
amework. He just changes the pitch. So he presents the love story angle to Dis
ney and the studio buys it on the spot for its new touchstone division which was
created to allow. Does need to do grown up movies splash not only becomes touc
hstones first feature it becomes the fastest money making movie in Disney histor
y up to that point and made stars out of Tom Hanks and Daryl Hannah same idea sm
all pitch change huge gain and then to know the Robineau grind was here. Rememb
er when President Obama saying a little Al Green during a fundraiser in two thou
sand and twelve was was just singing six words about a Green song Let's Stay Tog
ether. Sales of Green song shot up four hundred ninety percent that week it was
downloaded sixteen thousand times more than it has ever been downloaded before
small move big gain but Obama is no stranger to making a small move to reach a b
ig game when he was campaigning against Senator John McCain back in two thousand
and eight he employed a small tactic that had a sustained compound impact every
time he met McCain at a debate or was asked about McCain Obama always thank the
senator for his quote half century of service. He wasn't just paying his respe
cts it was a small but powerful strategy to paint McCain as old Obama's platform
of hope and change was based on you for optimism and he wanted to leverage the
twenty five year age difference between him and his opponent by framing John McC
ain as old at every opportunity and by hiding that jab inside a compliment it fe
d into Obama's platform and the country's hunger for change. It was a small but
effective move that helped bring a boat a historic game. Sometimes a small mov
ie isn't about generating profits or votes. It's about persuasion in the early
days of lasik eye surgery. People were unsure about the procedure just the thou
ght of having surgery on your eyes was enough to make people uneasy but there wa
s one surgeon who employed a small persuasive tactic to convince his patients to
go through with the surgery when they came in for a consultation he would tell
them all about it. How safe it was and how quick the procedure took most patien
ts were still very unsure. That's when the surgeon would say see and point to a
basket full of discarded. I lasses the patients saw and booked this surgery a
small move that produced big gains when Hurricane Andrew hit in one thousand nin
e hundred ninety two it was the most destructive hurricane in U.S. history up to
that time beyond the usual damage of a category five hurricane Andrew also caus
ed some unexpected issues. One of those involved an aquarium in Florida when th
e storm started to level buildings in South Florida a major aquarium tank burst
and one foreign species was swept into the Gulf of Mexico then into the Caribbea
n Sea that species was the lion fish bore into the Atlantic line fish come from
the tropical waters around Indonesia. It's an intense predator. While it's str
ikingly beautiful in its own way it is aggressive and has venomous fins when it
was released into. The Atlantic. It began to reproduce quickly one female lion
fish can produce over two million eggs per year when the lion fish invaded the
Caribbean Sea. It began to devour local fish populations with each lion fish ca
pable of eating as many as thirty fish in thirty minutes the decimation of local
fish species threatened the environment and the economics of Colombia much of w
hich depends on fisheries the line fish had no natural predator and it was destr
oying the coral reef balance. That's when an advertising agency had an idea. O
gilvy and Mather Bogota looked at the situation like a business problem. The ad
agency decided the solution was to tempt the hungriest predator of all humans.
The simplest way to rid waters of blind fish was to eat them so Ogilvy and Math
er joined forces with the top chefs in Colombia and had them create lion fish re
cipes. Even though a line fish was poisonous to touch its meat is safe and very
tasty the agency created an advertising campaign titled terribly delicious. It
was a play on how terribly evasive the lion fish was and how delicious its meat
is a beautiful lion fish cookbook was created full of desirable Gore made dishe
s a pamphlet was distributed full of lionfish recipes in effect the advertising
agency in the Colombian Ministry of the environment generated a cultural shift b
y turning the lionfish previously unheard of in Caribbean waters into an every d
ay fish dish a supply chain was created with fishermen and local fisheries famou
s hotels and top restaurants began serving it lionfish was put into supermarkets
. But traditional media were. Wasn't enough to get the message out. They had
to aim higher. That's when they made a small request to the Catholic Church. T
here are forty eight million people in Colombia and eighty four percent of them
are Catholic much fish is consumed on Fridays as well as during Lent in Easter i
n the Catholic faith. So the church was asked to suggest lionfish to their cong
regations the church understood the urgency and during sermons priest began aski
ng parishioners to choose lionfish when eating fish question you are short on th
e medication God did not know made it this way or even the president of Colombia
tweeted that he was eating line fish during Lent that additional element recrui
ting the Catholic Church pushed the program into overdrive today indigenous fish
species are returning and the line fish population is declining for every singl
e line fish eaten thirty four thousand fish six thousand crustaceans and thirty
five hundred other species are saved all due to the Smart terribly delicious sol
ution of eating lion fish and the small additional idea of mobilizing Catholics
to do the eating small move. Huge gain. It was a long and interesting list of
small lucrative moves in the world of marketing for example there's a reason why
milk shakes are so thick at McDonald's It takes a while to drink them and the l
onger people linger the greater the chance they will spend more money a direct m
ail copywriter one simply change the word fix to instead say repair. An increas
ed response for a roofing product by two hundred percent fix sounded like work r
epair sounded like a solution. Procter and Gamble didn't know how to demonstrat
e the softness of Charmin bathroom tissue on T.V. So their advertising agency ca
me up with the idea to tell women to squeeze the Sharman in grocery stores the w
ay they would squeeze a tomato. But then they worried store managers would go c
razy. So they invented a fictitious store manager named Mr Whipple who would sa
y please don't squeeze the Sharman that small edition kept store managers happy.
And sales went through the roof. Merv Griffin once pitched a T.V. network on
a new game show idea he had but the network wasn't interested in yet another gam
e show where contestants guess the answers. So Griffin changed it to be a game
where contestants are given the answers and have to guess the questions. Hello
jeopardy. One of the main reasons the use of toothpaste shampoo and laundry soa
p are habits is due to one small element. Foam as Charles do it points out in h
is book The Power of Habit. There are dozens of daily rituals we ought to perfo
rm that never become habits like eating more veggies and less fat or applying su
nscreen which only ten percent of us do want to daily basis. The reason these t
hings don't become habits is because they don't create cravings toothpaste laund
ry soap and shampoo manufacturers understood this fact many years ago. That's w
hy they made a small change to their products early on by adding a foaming agent
when you brush your teeth the toothpaste creates a foam when you shampoo your h
air it lathers when you use laundry detergent it creates soap bubbles. There is
no cleaning benefit to foaming it is there for one reason and one reason. Only
to make you feel good and to create a habit when your toothpaste stops forming
in your mouth you stop rushing if your shampoo stopped lathering you would chang
e brands. If you added laundry soap to the washer and it didn't bubble you woul
d think it isn't working as crazy as it sounds bone creates a reward that reward
creates a craving and that craving creates a habit such a small move such a big
gain Council I realize it. We're all tired and we wish this were over sooner t
han later but this kind of pay bickering is not appropriate. And if you heard t
he snickering of the jurors as they were going out they thought it was pretty si
lly to recognize that voice. It belongs to Judge Lance Ito and that was a momen
t from what became known as the trial of the century when O.J. Simpson was tried
for the murders of his wife Nicole Simpson and her friend Ron Goldman Judge Ito
made a controversial decision to allow T.V. cameras into the court room. The t
rial was televised for one hundred thirty four days while watching the trial on
television advertising agency Goldberg Moser O'Neal noticed that the camera focu
sed on Judge Ito at his bench every three or four minutes and any product on his
bench would get massive and free exposure. One day as recounted in Fred Goldbe
rg's book titled The insanity of advertising an attorney asked for a recess. So
a pizza could be ordered prompting Judge Ito to sarcastically ask for a broccol
i pizza as it so happened. The advertising agency had a client that sold a prod
uct called broccoli Walkley it was a bag of precut pre-washed broccoli heads rea
dy to eat. So the ad agency sent a small broccoli Walkley package to the judge
containing a bag of broccoli a broccoli Walkley coffee cup and a T. shirt. Sure
enough the broccoli Walkley coffee cup ended up sitting proudly on Ito's to dis
til bench and every time the camera zoomed in for a close up it panned over the
broccoli Walkley logo a few days later the agency received a letter from Judge I
to requesting another broccoli Walkley T. shirt and broccoli walk Li He just lov
es I do and broccoli Walkley got free national air time every day during the mos
t watched trial of the twentieth century and sales soared. Just when you though
t the O.J. trial couldn't get any stranger small move broccoli Walkley game. Ch
arles Darwin understood the power of small he proved that the tiniest variations
between animals and plants gave them a winning edge that even the smallest of a
dvantages lead to the survival of the fittest. Many times in business. The pow
er of a small move is overlooked in the mad search for the big idea but often it
's the subtle tweak that opens the floodgates of profit when a Coca-Cola executi
ve suggested adding a coke to a bundled value meal that simple idea not only res
cued McDonald's revenues. It gave Coke record profits when a cup supplier happe
ned to mention to Tim Hortons that it could print on the inside of the rim a fam
ous thirty year promotion was launched. When the problem of eliminating lionfis
h needed one more element to be a success. The simple idea to enlist the Cathol
ic Church made all the difference. And when toothpaste in shampoo added foam it
added a few extra zeros to the profit margins. You never know where a lucrativ
e idea is hiding it could be on the end of a counter or in a bag of broccoli. T
he trick is to find the big In the small when you're under the influence. I'm T
erry O'Reilly this episode for up to forty five clicker that it was under the in
fluence was recorded at Pirate Serato series producer. Debbie O'Reilly sound en
gineer. Keith Allman theme music by Ari Posner and endless fever research. Mar
gie Gilmore see the full script and visuals from this episode at C.B.C. dot ca s
lash under the influence. Follow me on Twitter at TERI. Oh influence subscribe
to the podcast on i Tunes see an X. week for more C.B.C. podcasts go to C.B.C.
dot ca slash podcasts. }
}