Life Lessons No.2 - Superman at Social Media Marketing World: Genius or Idiot...

If you were heading across the world to impress 1,800 of your peers would you pack lycra? That's just what I considered before packing my favourite superman outfit and heading off to Social Media Marketing World in San Diego in March 2014.  Lucky for me I had a partner in crime, the super creativeChristina Canters, AKA 50% of #hashtagheroes and podcaster master. 


Why would we do such a thing? Well there was a strategy in our madness, based on the AIDA sales model.  The idea was to make an impact with our craziness at the opening night party on the USS Midway (yes an aircraft carrier, if you don't mind!) to get noticed.  The first rule of the AIDA model is Attention - and we got some! People were so impressed they were taking photos all night and posting all over social media.

I'm so glad they took it the way it was intended, as some extra fun. Even the CEO of Social Media ExaminerMike Stelzner, loved it so much he took a selfie of us! See that guy in the middle, yep that's him. What a champion.


There were so many highlights you really have to check out my Pinterest board for all the great pics.  But why all the effort?  Well my dream is to be invited back next year at SMMW15 to present on Personal Branding. The issue I face is that in the USA my brand is not as well-known as it is here in Australia, so I have to get known!

The second part of the AIDA model is - Interest.  So the next day we wore our #hashtagheroes t-shirts and networked out asses off. Capitalising on the Attention we got the night before. I was getting 100+ twitter adds a day and so many positive comments about the stunt. Business cards were flying at us and loads of quality connections made.

The third part of the AIDA model is Desire. So the final day I became Mr. Ford. Wore a suit and handed out copies of my book 'Creating a Powerful Brand'. I'm not all parties and stunts, I have a serious side and wanted to ensure they saw this too. This solidified my brand to the presenters, staff and attendees. I even had a beautiful moment when I was lining up to give my book to Michael Hyatt(one of my heroes), and a guy asked me to buy one! Cash right there on the spot. My first sale as a published author. Bless.


The final part of the AIDA model is Action. Since this conference, I have met with many of the presenters to establish myself as a potential speaker, been interviewed by some and sent my book to others. I even started this blog as a direct result of the knowledge gained there. As the 2015 conference approaches I will ramp my activities and we shall see if my goal is met. Mike if your listening, I'm ready and available!

My advice for anyone trying to break into a new area. Make and impact, put yourself out there and take action. Perhaps not using lycra, but it doesn't hurt either! Which begs the question what crazy stunts have you done to gain attention?

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(the link is

Andrew Ford

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.