By: Andy Gamm
People outside of our great city (and surrounding area) of Grand Rapids, MI may not be familiar with it, but there is a current campaign going on – started and supported in part by our own great company – that allows people to submit their thoughts on the Grand Rapids area in six words. The idea was born out of a challenge to Ernest Hemingway, who was once asked if he could write a story in six words.
So what does our MYGR6 campaign have to do with you? Those six words in the headline were submitted by Nutrilite, exclusively from Amway spokesman Kurt Warner. That was what he came up with about our city in a trip that had him here this week for about 18 hours – six plus of it spent with IBOs, Amway employees and local kids from the Boys and Girls Clubs of Grand Rapids. Impressive huh?
Then again, everything Kurt does for us is impressive. He has truly embraced our company, our culture and our products. He is not just an endorser or spokesman, he is a partner in every sense of the word. That shone true this week with his quick trip to GR. And I thought it might be pretty cool to share the visit, stop by stop, with those who didn’t get to experience any part of it first hand. You see, I get the honor and privelege to manage the partnership. I can attest, he is as advertised, maybe even better. So without further ado, let’s take a look at the whirlwind that was Kurt Warner’s first visit to Grand Rapids, Michigan.
Monday, August 8 – 11:30am MST: Amway North America Public Relations guru Anna Bryce and I arrive in Phoenix to pick up Kurt, armed with items to autograph and interview questions to have answered. It never ceases to amaze me how you can cover so much ground (via the air) in such a short time. It was a quick 3:30 from GRR to PHX.
Monday, August 8, 12 noon MST: We are airborne and Kurt wants to go over his jam-packed itinerary with us. He wants to make sure he understands each stop, the audience, the objective, the message. The difference between Kurt Warner and other celebrity spokespeople? He genuinely cares. Oh, and he is a perfectionist! Guess that explains why he so successfully took two, different, once struggling franchises to a total of three Super Bowls during his career. Anna and I give him the low down on everything from time with the media, to the MYGR6 campaign. Another great thing about Kurt? He’s authentic. He wants to truly leave the visit the following day and be able to sum up his impression in six words. You can’t manufacture it for him. It comes from the heart or you leave it for another time.
Monday, August 8, 1:30pm MST: Kurt has been briefed on all of the items mentioned above and settles in to sign various pieces of memorabilia. Some of it goes to people here at Amway who were such a great help in planning for the multi-faceted appearance, but most of it sits under my desk with various uses in store. Some of it goes to IBOs. Some as prizes for sweepstakes. Some things are even donated to Amway partners to raise money (Boys & Girls Club for example). Like with everything else, the guy is amazing. Signs in the neighborhood of 50+ items in about 20 minutes, taking the time to personalize many with inspiring messages. He’s a machine!
Monday, August 8, 6:00pm EDT: We’ve made it back in about three hours – six if you include the time change! Another smooth flight with a lot accomplished. Once we say our goodbyes to the crew, it is off to Amway world headquarters for the start of a very productive night.
Monday, August 8, 6:45pm EDT: Kurt’s agent has joined us to take it all in. I re-introduce Kurt and Julie to some familiar faces – Amway folks they’ve met at past appearances or production sessions – and we get him settled in for makeup. Gotta make sure he looks good for the next three hours or so that he will spend on camera. He is 40 after all and took a beating in the league for 13 seasons! A quick seven or eight minutes does the trick, and as we walk down the hall he meets our producers, directors and crew for the evening.
Monday, August 8, 7:45pm EDT: Have you ever tried to read from a teleprompter while making it look like you are just conversing with a person in a room? Well, it isn’t easy to do but like with many things, Kurt has a knack for pulling this off. He’s about an hour into six personalized, scripted messages for key IBO groups. The messages are inspirational, congratulatory, and motivating. And Kurt has a hand in tweaking words along the way to give it an authentic, sincere from Kurt Warner feel. Oh and by the way, he’s not really perfect. He stumbles on words or makes his share of bloopers! We got a good chunk on tape, so maybe we’ll share a blooper reel down the road.
Kurt rattles off one of six specially scripted messages to IBOs.
Monday, August 8, 8:30pm EDT: Kurt is done in less than two hours with what would take most people four. But there is no rest for the weary. He’s back down the hall preparing for the live web cast with Amway North America Vice President of Sales Sandy Spielmaker and special IBO guest Greg Francis. A live studio audience of about 25 local IBOs is milling around in the lobby, snacking on fine Nutrilite products and buzzing about their favorite Nutrilite representative – Kurt Warner.
Monday, August 8, 8:50pm EDT: We are ten minutes from “live” and Kurt is doing a dry run with Sandy and Greg. Some of this is scripted, but most is an outline. There are multiple cameras, a live audience and of course thousands watching on the web. It amazes me how quickly he can turn from one set of messaging to another and do so with nothing but an outline and suggested items to talk about. There is a sense of anticipation in the room. We’re trying to nail down who does what and how prizes will be handed out. Kurt’s wardrobe will change and that is being steamed as we speak. Nothing like a little pressure…
Kurt, Sandy and Greg make preparations for the live web cast.
Monday, August 8, 9:05pm EDT: We’re off and running. A rousing ovation welcomes Kurt and the content has some meat too. This isn’t just window dressing. Great information is being shared here on the Sports Nutrition launch, an enhanced partnership with Kurt’s Ultimate Football Experience, and the new campaign for fall – Imagine.
Monday, August 8, 9:30pm EDT: Sandy, Kurt and Greg have a great rapport and the crowd is very into this. Kurt and Greg are playful like old teammates – and they sort of were! Greg played on the Nutrilite team QB’d by Kurt at UFE which we are proud to announce is now presented by Nutrilite. I think I heard a challenge from Kurt to Greg that “he has a ways to go to catch him with his seven kids!”
Monday, August 8, 9:45pm EDT: That’s a wrap. The crowd of young IBOs mills around for some quick meet and greet time, and some show off the autographed memorabilia that was won including a Kurt Warner Nutrilite jersey, Kurt Warner poster and hot off the presses, limited edition Kurt Warner box of 10-Day Double X.
Kurt Warner, Sandy Spielmaker and Greg Francis lead a web cast.A peek at the beautiful set for the Kurt Warner web cast.
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Tuesday, August 9, 7am EDT: After a whirlwind first day, it was a bit of a short night. Kurt and I are on our way to breakfast in the Executive Board Room with Steve Van Andel, Candace Matthews, Steve Lieberman and Jori Hartwig. But first there is a call in to a local sports radio show to promote his visit – in particular the clinic he will be putting on later today with the Boys & Girls Club.
Tuesday, August 9, 7:30am EDT: I’m in a place here I have never been – the Exec Board Room. Very nice! I introduce Kurt and his agent Julie to our guests and we have a nice, casual breakfast. Talk ranges from Kurt’s seven kids to the upcoming football season, the partnership and more. Nothing formal. Simply a casual get to know you breakfast for some key Amway people and Kurt. The food was great, the conversation even better.
Tuesday, August 9, 9:05am EDT: Kurt has changed into gear more comfortable for a football clinic and we’re off to Houseman Field in Grand Rapids. The one-way streets throw this long time Grand Rapidian for a loop and we take an adventure down a less than pristine alley before arriving at the field – right when the buses bring the ~ 150 kids from our two local Boys & Girls Club locations. A few stragglers that heard Kurt on the radio are waiting for autographs and as always he signs them no questions asked.
Tuesday, August 9, 9:30am EDT: It is a gorgeous morning for football! Kurt is miked up, the kids (ranging from 6 to 16 in age) are corralled in the stands wearing Kurt Warner football t-shirts and we are ready to roll. Kurt delivers a great pep talk to the kids about the importance of being active, eating healthy and best yet – having and reaching for dreams. The kids get to ask questions too and Kurt patiently answers all of them. The boys and girls are engaged and warming up to this football star.
Kurt poses with a t-shirt given by the kids from GR Boys & Girls Clubs.
Tuesday, August 9, 9:40am EDT: The kids file onto the field and are broken into lines by age. The coaching staff from Grand Valley State University, a few players and the head coach from Grand Rapids Community College are ready with a fun-filled clinic. The kids start with warm-ups and stretching led by the GVSU Strength & Conditioning Coach, and yes, even Kurt is right in the mix. The field is lined with Nutrilite banners and more important to the kids – baskets of fresh fruit and Nutrilite coolers filled with Nutrilite Sports Drinks.
Tuesday, August 9, 10:05am EDT: Kurt has worked with the group teaching how to properly catch the ball and is now working hard with the kids on the basic skills of a quarterback. The kids are eating this up and the local media we invited are all over the field catching footage as well. Kurt is running and laughing and mixing it up with the kids while the players from GVSU are soaking in some of his wisdom. This is an hour very well spent. We’re impacting kids one by one…
Kurt leads the kids in a "1-2-3 Champions" Cheer
Tuesday, August 9, 10:30am EDT: The kids are taking a break and enjoying fruit and sports drinks. Local media is now waiting in line to talk to Kurt about his appearance, partnership with Amway and Nutrilite, his thoughts on the upcoming season and even asking if he is contemplating a comeback a la Brett Favre. By the way, that answer is a resounding no!
Kurt talks with one of the many local media that were invited to take in the clinic.
Tuesday, August 9, 10:55am EDT: Back into the car and heading for our third trip to Amway WHQ! Next stop is a quick change of clothes for Kurt and then appearances at our Amway Bring your Child to Work Day activities. Kurt will stop in and say hi to about 280 kids who are spending some time here learning about things from being healthy to technology and more.
Tuesday, August 9, 11:25am EDT: Kurt has visited about eight groups of kids and left a great impression on even the non football fans. It is easy to see why his seven kids adore their dad. He’s fun, engaging, and approachable and just like the kids at the clinic, these Amway kids are eating it up. I mean really, how often do we get stars of this caliber in GR?
Kurt stops in to say hello to a small group of the 280 kids here for Bring your Child to Work Day
Tuesday, August 9, 11:45am EDT: Steve Van Andel gave Kurt a nice welcome and introduction and Kurt gave another inspiring speech. He talked to employees about game changers and why he decided to partner with us and why he values the partnership so much. Kurt sees the people at Amway and Nutrilite as game changers. I think this is when he decided on his GR6. Now it is time for employee co-hosts Adam Whitney and Penny Rosema, selected from many who submitted reasons to co-host the meeting and represent the employees in a Q&A with Kurt session.
- Kurt answers employee questions posed by co-hosts Adam Whitney and Penny Rosema.
Tuesday, August 9, 12:20pm EDT: We’re heading to the last leg of this action packed visit. The employee meeting which was well attended and broadcast all across the complex really painted a great picture for those who maybe sometimes wonder to themselves why we pick who we pick to represent the company and our brands. Kurt has clearly embraced Amway, Nutrilite and our Amway One by One program. You can sense the pride in our employees and that carries over on the tour of our warehouse and manufacturing facilities.
Tuesday, August 9, 12:55pm EDT: Kurt has made numerous stops on what I call the “Presidential Tour.” He has met Amway employees that have been with our great company for longer than he’s been alive. He shakes hands, stops to pose for photos and even signs an autograph or two along the way, not missing any chances to engage the fine folks who are the heart and soul of our products. The genuine excitement and appreciation from the Amway employees he meets only solidifies his take on our company and great city.
Kurt stops to say hi to some employees in manufacturing.
Tuesday, August 9, 1:15pm EDT: Two stops left. I know Kurt has to be tired because I am, and I am not fighting a three-hour time change! But the last two stops are as energetic as the moment he arrived. Kurt gives a pep talk and thanks the employees in Central and at Spaulding and then we are off to the airport. There, he more than happily meets, greets and thanks two young Marines standing guard for the pending visit of President Obama.
Kurt poses for a photo with employees from our Central Warehouse.
Tuesday, August 9, 2:10pm EDT: Wheels up, heading back to PHX Sky Harbor. A few more things to cover with Kurt before we’re on the ground. But first a bite to eat and some time to rest and decompress from a hectic 18 hours.
Tuesday, August 9, 2:40pm MST: We’re on final approach to Phoenix. I’ve got three more Facebook questions to ask Kurt and I need that GR6. I’ve done some homework for him and prepared a potential six, but then he drops this on me “People impacting the world around them.” Solid gold. Authentic. From the heart. Right from Kurt.
Tuesday, August 9, 9:30pm EDT: I’m back in GR already and eager to get home to check out the news coverage. Three TV stations did nice segments on the clinic and there is already an article in the Grand Rapids Press. It was a whirlwind tour but every bit of the loaded schedule went off as well as planned. That is 100% in thanks to Kurt Warner, who himself is readily impacting the world around him.
Kurt and his visit made the front page of the Grand Rapids Press.
There you have it. 18 hours in the life of a celebrity spokesman! I hope I’ve painted at least a small picture of what goes into these visits and that you too can someday be a part of one…
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