All posts by Robert Payne

Multichannel marketing and communications professional with a proven ability to deliver award-winning campaigns that inspire action from difficult to reach and discerning audiences. • I’ve exceeded benchmarks time and again across programmatic and social media buys. • Empowered sales teams with tightly integrated lead funnels and lifecycle management solutions leveraging Salesforce.com. • Know how to craft a compelling narrative and have won over a dozen video production awards in the past 5 years. • Served on both the interactive agency and client side, and I am a highly capable sparring partner for any marketing professional whether B2B or B2C. Most recently, I helped the Georgia Department of Economic Development attract new business both domestically and in 12 strategic markets around the globe. In the 7 years I ran Georgia’s global marketing efforts, we were selected as the #1 State for Business by Site Selection magazine, and its database of site consultants, for an unprecedented 7 years in a row. Jobs and investment grew steadily YOY due to a healthy pipeline of prospects. In addition, the Department’s commitment to marketing over that same period of time grew more than 300% because the ROI was clear and measurable. I also managed a team of 5 and 4 agency relationships for interactive, pr, traditional and video production. My online marketing career started with the direction of email marketing and web campaigns for Mandalay Resort Group, resulting in several awards for creative execution and exceptional return on investment. This caught the attention of the interactive marketing company, Twelve Horses where I directed their corporate marketing, advertising, and public relations efforts, as well as provided strategic consulting for travel/tourism clients such as Park City, Heavenly Mountain Resort, and America’s Adventure Place. Leveraging my experience with media and multi-channel marketing technology, I went on to lead the marketing and branding initiatives for SAXOTECH (now NEWSCYCLE), a global provider of content management platforms, circulation systems and advertising solutions for the media industry. I’ve worked in sales, marketing, advertising and public relations for a variety of other companies, including Switchback PR & Marketing, Stoel Rives LLP, Preferred Capital Corporation and Patagonia. I have an MBA with a specialization in Marketing and a BA from Clemson University. Side hustle: My photography has appeared in countless ads, brochures, and marketing campaigns.
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Egmont Key State Park

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Edgmont Key Old Pier “I wouldn’t paddle out there.”

That is what the guy who worked at the kayak rental shop told me when I asked about sea kayaking to Egmont Key State Park. Why, I asked?

“Full moon, out-going tide; it’s like Niagra Falls out there right now,” he said.

Well, I certainly do not want to get swept out to sea, I replied.

“I’ve been out there when the buoys were almost laid down flat from the current,” stated one of the other kayak rental attendants. “I’d suggest you go to the island in a motorboat before you attempt to paddle out there. At least wait until there is an incoming tide,” he added.

It was at this point that I began to actually question whether I should paddle out to Egmont Key. It could indeed be risky. I’d lived in the mountains a long time – maybe I was underestimating the swiftness and power of ocean currents? I had heard about the beauty and history of Egmont Key, but I had also heard that the paddle across the deep water shipping channel was only for experienced kayakers.

“Try out the kayak course behind the island,” suggested the man behind the counter.

I thanked the guys at the shop and headed back to my car. I looked out towards the Gulf of Mexico and thought, are these guys messing with me? I could see the island just 1-mile offshore. Surely it could not be that difficult?

But a voice inside of me said, perhaps you should be prudent. I continued to justify that rationale by thinking, I haven’t paddled the backside of the island yet…and I don’t want to flip out there and end up as shark bait. It was then that I decided to err on the side of caution and put-in on the established kayak course. I would tackle Egmont Key another day.

I put my Perception Carolina Kayak in the water, threw in a cooler and a fishing rod, and stuck off north towards Mullet Key and the outlet to the Gulf between Fort de Soto and Summer Resort Key.

I rode the current out and spent some leisurely time casting my rod towards the oyster banks and the mangrove roots in hopes of catching a bass or snook. At one point, I was startled by a large shape moving under the water towards me, but relaxed when I realized that it was just a manatee. I caught sight of some others and enjoyed following their sea shadows and intermittent surfacing until I lost them at the northern point of the island.

I was still bothered by the fact that I had originally planned to paddle out to Egmont but relented at the last minute. I chewed on this as I pulled over to take a swim on the front side of Fort de Soto. The water was clear and blue and stretched wide over an unending bank of shallow white sand. The water was refreshing; but I was not satisfied.

Eventually I found myself donning a spray skirt and lifejacket. I’ll just paddle a ways down the front side of the island and see how I feel, I decided. I cruised offshore, casually dipping between the waves, and progressively made my way down the length of the island. I should just paddle out to the shipping channel and see how the current is, I thought. I can always turn around.

I kept paddling until I eventually found myself directly across from Egmont Key with nothing but the 90-foot deep shipping channel between me and my target. There were plenty of boats around; in fact, some of them were actively engaged in rod-bending fights with Tarpon and other large sea creatures. I figured if anything went wrong they could at least rescue me. So, I struck off for the other side.

It was no big deal.

Sure, if you have not spent much time in a kayak and cannot roll one on your own then you should probably refrain from making the trip. But for someone who is in fair shape and capable enough, it really is not that hard. Granted, I’ve been kayaking once or twice myself, but it is really just a matter of ferrying across some current. Who knows, it is quite possible that there are times in the tide cycle where it gets worse, much worse.

Egmont Key State Park is really quite beautiful. Between the open beach front littered with palm trees, migratory birds, and turtle nests,  and the interior island with its old lighthouse, red brick thoroughfares, and ruins, there is plenty to see and do. Wander the island or simply relax and stare out across the Gulf of Mexico. Either way, there is something romantic about the fact that Egmont was a resource for settlers in the 1700s, a place where Seminole Indian prisoners were kept in the 1800s, and a base for troops during the Civil and Spanish-American Wars.

 


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Caladesi Island

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Caladesi_Island When I happened upon an article on CNN.com titled, “Florida’s Caladesi Island named nation’s best beach,” and subsequently realized that it was not but a few miles from Tampa, Florida, I figured I better go check it out. I mean, if “Dr. Beach” says its cool then it must be cool, right?

Stephen P. Leatherman, a Florida International University professor dubbed “Dr. Beach” has been compiling his list of the nation’s top beaches since 1991. He takes in to account many different factors including, amenities, remoteness, quality of sand and water, and undoubtedly, the opportunity for peace and relaxation.

All in all Caladesi Island was pretty nice. The fact that there is a regularly scheduled ferry to the island should give you a pretty good idea you are not going to have the beach to yourself. When you see the boats and jet skis buzzing the waters edge you are sure. The reality is that there is hardly any beaches in Florida near a metropolitan area that are going to be completely isolated from weekend crowds. Reminds me of Carl Hiassen’s recent appearance on the Stephen Colbert show. When Colbert asked Hiassen if he was concerned that global warming would cause the seas to rise and cover Florida he responded, “I am more concerned with Florida sinking under the weight of more than 18,000,000 people.”

My wife and I opted for sea kayaks and enjoyed exploring the back side of the island, as well as the front side. Despite the healthy population of people, the beautiful blue water and natural scenery do make for an idyllic setting. The only other nagging aspect that detracted from it all was the fact that you could see development in the distance no matter which way you looked. There are other beaches in Florida, as well as other places in our nation, where you do not encounter this.

There is a sizeable marina on the back side of Caladesi Island that allows for large yachts and motor boats to anchor for the day or night. The highlight of my day was coming across one particular yacht that had been named, “Reel Sex.” My immediate reaction was that this particular boating enthusiast likes to catch fish and then have sex with them. One can only assume that the rest of the time he hangs out around beach bars with his collar up “Luring the Ladies.”

To each his own, right? Some people want to go to a beach to socialize, others want to escape humanity. I’m just not sure that I would call Caladesi Island the nation’s best beach; but I am not a doctor of beaches either.

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What’s Next for Autos and Online Marketing?

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Gas_Prices When I recently came across these old gas price signs I had to take this picture. The days of a gallon of gas costing less than a bottle of water are long gone. But as the cost of crude oil climbs, auto manufacturers have to get more creative with their engineering, as well as online marketing.

Last week this headline hit the news feeds:

Planworks, Starcom MediaVest Group’s dedicated General Motors buying-and-planning unit, has cut 25 jobs. The cuts come as GM is preparing to shift half of its $3 billion budget into digital and one-to-one marketing within the next three years.

This headline demonstrates the shift that is occurring in both consumer habits and the agency world. For example, is Gen Y a) subscribing to print publications and picking up the newspaper, or b) surfing the web and sending text messages on their iPhones?

Looks like GM gets it. $3 billion is no small spend, and it may even exceed data released by BIGresearch who provided a report in 2006 (see below) comparing the amount large brands spent on ads vs their influence on consumers. 

   Automotive Ad Spend vs. Influence to Purchase
                           Spend/Influence**

Advertiser  Magazines  Newspaper  Outdoor    TV    Radio   Internet
---------  ----------  ---------  -------  ------- ------- -------
General      12.19%/     6.66%/    1.24%/  40.29%/  3.04%/  3.59%/
Motors        16.9%      17.0%     10.2%   17.5%    6.4%     8.7%

Ford         13.08%/     5.89%/    0.82%/  40.85%/  1.52%/  3.85%/
              17.0%      16.5%     11.9%    18.0%    6.7%    8.4%

Toyota       12.95%/     2.58%/    1.09%/  39.47%/  1.40%/  2.79%/
              19.0%      15.8%     10.5%    16.8%    5.3%    8.6%

*Source: BIGresearch SIMM 11 and analysis of Ad Age Domestic Ad Spending
         by Category (2006)
**       % of Total US Ad Spend/Media influence on brand owners to purchase
         a vehicle

What GM undoubtedly sees is an increase over time in the Influence metric for Internet, as well as the eventual merging of Internet and TV.

GM has already begun to foray into interactive websites and social media marketing campaigns.

Here are a few examples:

At the heart of GMNext is a two-way dialogue with customers about everything from environment to innovation. It is a commendable endeavor and demonstrates a commitment to an open conversation about the future of transportation. Big brands like GM cannot afford to seem out of touch or archaic. They have to be on the pulse of current and future consumer preferences in order to be relevant in the market place. Using the web to engage customers is an excellent way of gathering data, and it has far more reach and measurement potential than a conversation in a showroom at a local dealership.

Of course, it is all lip service unless GM’s products actually evolve with their online strategies. My guess is they will because they have to, because I certainly won’t be buying another car that only gets 18 mpg. I just hope it is fast enough.

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Sea Kayaking Tampa, Florida

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Sea Kayaking Tampa If you are going to go sea kayaking in Tampa, Florida you better bring lots of gas, a big outboard engine, and your racing stripes. We take sea kayaking here seriously people! Personally, my paddle converts into numb chucks just in case I get pissed off, which is a lot. To get ready I generally shove cigs, cold corn beef hash, and Folgers Crystals into my craw. I then chase it all down with a Big Gulp from the 7-11. This magic combo gets me fired up to convene with nature even though I would really just prefer to shoot everything that comes near me. Also, don’t get too close. My kayak has an exploding tip, and I won’t hesitate to paddle into your’s if it suits me. You should see me coming though. I generally have my tunes playing pretty loud.

Just teasing!Sticker

Actually, it is quite the opposite. I really like the health and stealth a sea kayak brings me. A motorboat can be a good option, but if you are looking to get into places where they can’t go, achieve a nice upper body workout, and maybe even sneak up on some fish in the flats, a sea kayak is a great way to get out and explore.

In the time I have been in the Tampa, Florida area I have managed to discover quite a few nice places to explore in a sea kayak. Many of them are within an hours drive of downtown Tampa and can easily be accomplished in a day or less. Choose from brackish rivers, saltwater estuaries and white-sand beaches; it is all up to you as to what you want to experience.

What is amazing about the state of Florida is that it pumps out an estimated 8 billion gallons of spring water on a daily basis. Percolating up through, around, and down the limestone layers that make up the state, a significant portion of this water either finds its way  into Tampa Bay, or in close proximity to it. What’s more, Tampa Bay constitutes 300 square miles of open water filled with opportunities to dip a blade. There is a reason why it was such a favorite hiding place for pirates back in the day.

Here are a few sea kayaking trips around Tampa to get you started.

Weedon Island Preserve

Weedon_Island The Weedon Island Preserve offers a 4-mile long canoe and kayak trail that winds through mangroves, lagoons, and across open water. It takes about 3-4 hours to complete and is marked with numbered signs to help keep you from getting lost along the way. There is a Cultural and Natural History Center close to the put-in that details the life of the former inhabitants, and right across from the entrance are sea kayaks for rent in case you need one.

The paddling through the narrow alleyways is a great experience. Look for the countless little fiddler crabs that cling to the mangrove roots, and keep a sharp eye out for mammals crossing the passages. You will most certainly see a myriad of bird life including, herons, egrets, ospreys skimmers, spoonbills, white pelicans, and wood storks. If you are lucky you might see a bald eagle or even a manatee. There are also some hiking trails and an observation deck if you want to do some more exploring on foot.

Be sure to make your plans around the high tide; otherwise, it gets too shallow in the places you really want to see. There are some great fishing spots in the area, so you might also want to bring a rod.  Finally, bring bug spray for that afternoon take out. Every time I’ve been to Weedon Island the gnats have been ferocious in the afternoon, and there is nothing more agonizing than trying to tie your kayak on the car while being molested by these little creatures.

Hillsborough River

Hillsborough River The Hillsborough River is just northeast of downtown Tampa and offers several sections to explore by kayak. You can choose to set a shuttle to avoid retracing your steps, or paddle in and out. There is easy access at the Hillsborough River State Park, and you can ply upstream or downstream and still return with relative ease. The mix of hardwoods, palm, and cypress knees make for a beautiful combination, and it really lends itself to that feeling of “Old Florida” you so often hear about. Alligators, turtles, and birds abound, so you must be comfortable with the rustling and bustling of wildlife around each turn.

If you are fortunate enough to witness dozens of white ibis take wing over the course of the river that alone is well worth the trip. I for one was completely enamored with the beautiful reflections off of the brackish waters, the calm stillness, and the fact that hardly anyone was around even on a weekend.

If you want to mix it up you can also bring a bike with you. There is a maze of trails in the park to explore and a nice loop that equates to about 25 miles.

Myakka River

Myakka_River The Myakka River State Park is about an hour south of Tampa on the outskirts of Sarasota, and it is an absolutely wonderful place to visit. It is one of Florida’s first state parks and Wild & Scenic Rivers. Even if you just want to walk or drive around it is well worth the trip, but the people that really get it bring a bike or a kayak. You have to obtain a permit if you want to paddle into the Preserve. The ranger station only gives out 30 per day, and there is no advance reservations allowed. I saw nary a soul when I went and had no trouble getting one. Even if for some reason a group grabbed all the permits you would still have plenty of worthwhile places to paddle, including the Upper Myakka Lake and the parts of the river that are not in the Preserve.

If you are looking to see alligators, this is the place. In fact, I would strongly advise never putting yourself in the position of tipping and having to swim. What is it about a thin colored piece of plastic that convinces a 2 million year old mind that you are not easily edible? At one point I was paddling around a very narrow and overgrown sluiceway when I rounded the corner and locked eyes with an alligator that was easily 12 feet in length and just a few feet away. There was a pause, and then there was an explosion as both parties hastily went their separate ways. I marveled at the raw power of the alligator and the rapidity of my heart before deciding I had experienced enough.

After successfully exiting the river, one should take time to explore the Canopy Trail and the bird walks, for there is plenty to see and experience here as well. It is these well-organized and cared-after parks that makes me take pause to appreciate what tax dollars and motivated individuals can do to protect a very valuable place. Stop by the coral monument and give thanks, and then give a high-five and a big smile to the rangers when you leave.

Anclote Key

Anclote_Key Anclote Key Preserve State Park is located two miles off of the coast of Tarpon Springs and approximately 45 minutes north of downtown Tampa, Florida. It is a beautiful island that features both back and open-water kayaking with abundant bird life and great fishing opportunities. The best way to sea kayak it is to launch from Fred Howard State Park and paddle straight across. It is best advised to have a spray skirt and pump in case it gets choppy, for you will cross some exposed open water and a waterway for motorboats.

There is an old abandoned lighthouse on the island that was built in the 19th century, as well as a campground if you want to stay overnight. According to the website, “these northernmost barrier islands are considered by experts to be among the top five sites in the state for diversity and numbers of beach-nesting birds.” I can tell you this, I saw a multitude of birds and more. It is absolutely beautiful out there, and you will feel like Robinson Crusoe walking down that white-sand beach. Paddling back to Fred Howard State Park I watched a a very large Tarpon launch some 4-5 ft out of the water and caught several blue fish on an artificial lure.

My suggestion: plan to have time to check out Tarpon Springs after your paddle. It is an old Greek community that has made history from the practice of diving for sponges. The town is rich with colors, sounds, and smells of the Meditteranean, and a photographers dream with the old boats, nets, and people laying about. You will certainly get an appreciation for time and place despite the town’s attention to tourism.

Fort de Soto State Park

Fort_de_SotoEmerge from the ubiquitous development and the pervasive amounts of people, cross the bridge, and boom, paradise. It would serve you well to go on a weekday, but if not, it is still worth the venture. Fort de Soto has consistently been voted as one of “America’s Best Beaches” because, well, it is.

Palms, white-sand, and blue water stretch for miles in either direction. Choose to put in a rigorous 10-mile loop, or just cruise around and catch trout and bass on the fly. Put your kayak in on the front or back side of the island, and no matter what you will have plenty of paddling options. You can even make the 2-mile trip out to Edgemont Key if you don’t mind open water. Just remember it is 2-miles back.

If and when you are done sea kayaking, you can proceed on foot and explore the old forts that are located on both Fort de Soto and Egmont Key. At one point these were major staging grounds for soldiers, but now they stand vacant in the tropical sun.

There are kayak rentals and tours out at Fort de Soto if you need them.

Honeymoon Island State Park

Honeymoon_Island This island can get quite crowded on the ocean side, but behind the island you will often see nary a soul. I like this paddle because it is a good distance for me from the causeway, just before the entrance to the park, to the far point of the island and back again. If you are feeling especially expeditious then you can paddle across the Saint Joseph Sound to the far island between Anclote and Honeymoon.

There are several stops along the way, including Pelican Cove. Bald eagles nest here along with many other shore birds. Paddling close to the mangroves you will see snook, bass, and several other tropical fish. If you paddle around the horn to the ocean side you will generally see several dolphin schooling about, for this seems to be a popular spot for them. 

Also see:

Additional Resources

I highly recommend picking up a copy of John Molloy and crew’s book, “Canoeing & Kayaking Florida.” The descriptions are excellent, and there are helpful guides for running the shuttles and navigating the various nuances of Florida’s waterways.

Also, the folks at Osprey Bay Outdoors are extremely knowledgable and friendly, and they organize regularly scheduled trips all over the Tampa Bay area.

Here is a map of the locations discussed in this post:


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Marketing a Phenomenon

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Lion_King On Friday, I attended a luncheon hosted by the Tampa Bay Chapter of the American Marketing Association held at the Tampa Bay Performing Arts Center to learn how Disney’s theatrical production, The Lion King is promoted through marketing, advertising, and public relations. Whether or not you enjoy Broadway shows or anything to do with Disney, there is much to be gleaned from the incredibly successful marketing of this production. To date, the show has generated more than $3.2 billion and attracted 30 million theatergoers around the world.

The presentation was delivered by Scott A. Hemerling who currently oversees the marketing, advertising, publicity, and promotions as the National Press Representative for the national tours of Disney’s THE LION KING.  Prior to this, he worked in the same capacity representing the third national touring production of The Phantom of the Opera.

Some of the more interesting aspects of Scott’s presentation detailed their careful selection of those cities in which they perform, and how they tailor the marketing strategy for each location. This can consist of everything from messaging to displays to involvement with the community. For a 2nd-tier city like Tampa, their marketing and advertising budget consists of around 12-15% of gross revenue or roughly $125 – 150,000. Much of this goes to carefully selected ad and banner placements and media buys. Surprisingly, none of this budget goes to online marketing, but that is something Scott admittedly said needs to change.

Where The Lion Kings gets its greatest reach, however, is through the strength of their brand. Media outlets want to be associated with the show regardless of whether they are directly receiving ad revenues. They will hold contests and promotions with ticket giveaways to demonstrate a link with the show and their community. Scott and his team are happy to oblige as long as these partners adhere to their branding standards.

It is such a powerful community event that they would be remiss not to be involved. Aside from the entertainment value, the economic impact of the show generates an additional $3 for every $1 spent. Just think about an entire stage crew living in your town for 2 months, let alone many other ancillary items and expenditures.

On top of the marketing budget for each city, there is also a general budget for the creation of tchotchke items like you see in the picture. Notice, by the way, what seems at first like such a simple logo for such an extravagant production translates so well no matter the medium. You could see the lion on a giant billboard, or the head of a tack.

Right now, The Lion King  is entertaining audiences in two locations.  As soon as the Tampa show comes to an end the crew will be packed up in 24hrs and on to the next location, continuously leapfrogging the other production from one destination to the next. It is an impressive undertaking that requires more than a dull roar to fill seats and perpetuate the show. Aside from an aggressive online strategy, Scott and his team have a great formula, and it was very interesting to learn how they have constructed their marketing strategy.

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