How Complementary Marketing Can Empower Your Brand

How Old Spice Harnessed the Power of Complementary Marketing (And What It Means for Your Brand)

It’s easy to feel lost in the complex, brave new world of online marketing, where tweets or search engine results can be as crucial to your success as more traditional media. But never fear—the new school isn’t completely detached from the marketing you already know and love.

In fact, using your digital marketing resources to complement old school approaches can result in huge online successes. By looking closely at Old Spice’s recent and widely-praised major marketing campaign, let’s explore how complementary marketing helps brands navigate advertising in the modern world—and how you can do it, too.

What is complementary marketing?

Simply put, complementary marketing is what you get when the many arms of your marketing and branding work together in harmony. Whether your brand awareness comes from an email list or a broad social media campaign, you’ll be more successful when each component complements and feeds off of every other component. Complementary marketing means taking a look at each part of your marketing and making sure it’s aiming at a common identity.

How is Old Spice using complementary marketing to drive visibility and awareness?

Old Spice recently launched a marketing campaign to introduce their “Fresher” collection of nature-themed scents; each stick of deodorant or bottle of body wash comes packaged with a name like “Coconut” or “Roar.”

To usher in these new and novel scents, they released a series of video advertisements in which muscular men grapple with the complexities of nature while smelling fresh and clean. Armed with their brand’s distinctively edgy sense of humor, the videos poke fun at more traditional ads that evoke ideas of manliness, scientific breakthroughs, or nature to position a product as revolutionary.

These ad spots are hilarious and effective in their own right, but Old Spice’s team didn’t stop there. In addition to the videos, they’ve hijacked the #naturefacts hashtag by composing their own absurd, snarky “facts” about animals that call back to their line of scents. They’ve even rolled out a first-of-its-kind vending machine in New York’s Grand Central Terminal. The machine accepts only items from nature, and true to the Old Spice brand, it deposits bizarrely humorous items in return — for example, visitors can exchange ocean water for “all the wadded up cash in a rich guy’s pocket.”

It’s funny—but more importantly, it’s effective. Every piece of Old Spice’s marketing is working toward the same goal of promoting their transition to “nature” themed products; their multifaceted campaign is a perfect example of complementary marketing at work.

How can complementary marketing help your brand?

As we all know well, it’s easy for marketing campaigns to get messy. Sometimes the parts aren’t working in sync. Other times, the overall concept misses its mark, and the brand falls on its face as a result. But no matter your approach, your campaigns will stick in the minds of your target audience best if your various approaches are aligned.

You may look to SEO, social media, print materials, even television ads — but don’t forget to make sure that each of these are bolstering one another. When it comes to marketing, a cohesive whole is always better than the sum of many disparate parts.

On the surface, complementary marketing may seem like just another concept to wrestle with. But fret not: when the elements of your marketing are built to complement one another, you’ll find your message only becomes clearer and more powerful.

4 Clickbait Questions You Were Afraid to Ask—The Answers May Surprise You!

We’ve all heard whispering and grumbling about the proliferation of clickbait, those irresistible, attention-grabbing headlines that have become an inescapable part of the social media landscape. But where do you draw the line between marketing and something more sinister? Should clickbait-y concepts be a part of your own strategy? We know you’re curious—let’s get right to the answers!

What is Clickbait?

Coined a few years back, “clickbait” is a pejorative term for curiosity-inducing headlines designed to generate as many clicks and shares as possible on social media channels. You know it when you see it—web sites like Upworthy and BuzzFeed made their names with shareable headlines like “What’s One of the Worst Ways to Motivate Someone? Hint: You See It All the Time.”

Titles like these beg the reader to click through to reveal the answer or to uncover the supposedly shocking twist. Most of these sites take the bait a step further by suggesting that you share their content, generating likes and conversations on social platforms in the process.

Is Clickbait Actually Effective?

There hasn’t been a lot of empirical research done regarding the efficacy of clickbait-style headlines, but the evidence speaks for itself. In November 2013, Upworthy was outpacing CNN.com with twice their total social shares, even though CNN had twenty-six times the amount of actual content.

Take one look at your own Facebook news feed and you’ll likely spot dozens of shared articles; unsurprisingly, the majority of them have headlines that make you want to cringe and click through all at once. All of the evidence suggests the same thing: clickbait is working, and it’s here to stay.

What’s Wrong with Clickbait?

Detractors have pointed to an influx of low-quality, sloppy content on the other side of the click; some critics have even called clickbait unethical. After all, if the content is good and they’re telling the truth, why do the authors have to “bait” you into viewing it?

Of course, there’s always another side to the story. Content generators must seek out new and novel ways of driving readers to their sites—their business model depends on it. At the end of the day, no one is forcing users to share, click, or “like” anything. It’s an organic process, often more of an art than a science, and the best writers at Upworthy have discovered effective methods of funneling users toward their articles—what’s wrong with that?

Should I Be Writing Clickbait-y Headlines?

There’s no catchall answer. Rather, the strategies you utilize should derive organically from the content itself. As Neil St. Clair, writing for Forbes Magazine, puts it, “[clickbait as a marketing tactic is] neither right nor wrong; it’s simply a matter of your business model and audience.” An austere, self-serious publication like The New York Times doesn’t rely on sensational headlines because it doesn’t mesh with their identity; likewise, the fun-loving BuzzFeed depends on clicks and shares to survive, and they have no qualms about using headlines that have been proven to succeed.

There you have it: clickbait-inspired titles are everywhere you look in today’s online world, and this particular trend shows no signs of slowing down. Content generators continue to value these headlines because they’ve been effective at grabbing social media readers’ attention in the past.

But that doesn’t mean you have to use them yourself just to keep up—that will depend on your own unique goals. Sometimes just knowing what you’re up against is the best place to start.

Innovative Marketing Ideas for 2015

 

Do Something Different: 3 Marketing Ideas for 2015

As you and your team enter 2015 with a new marketing push, don’t be afraid to think a bit outside the box. While tried and true directions may feel safe, the world is changing faster than ever, and those who aren’t ready to ride the latest trends may soon get swept under by them.

Instead, consider exploring a new direction to make a big splash in the new year. Here are three innovative, disruptive, and forward thinking campaigns to inspire your productive brainstorming sessions.

 

1. 3D Print Your Products… Or Your Consumers

You probably know that 3D printing is one of the hottest trends in the tech space, so it was only a matter of time before the marketing departments sunk their teeth into the new possibilities.

British retailor John Lewis has started printing miniature sofa models for consumers to interact with. Besides pretending they’re towering giants, shoppers can place the mini-furniture on a smart table that brings a digital model on-screen, where users can customize a couch with chosen fabrics and designs.

Meanwhile, UNIQLO is printing its shoppers, enabling consumers to 3D print selfies of themselves wearing the brand’s threads, and all for a good, selfless cause.

 

2. Crowdsource Inspiration Like Coca-Cola China

Technology has made it infinitely easier to share ideas, content, and polished products—which is exactly why more and more marketers are turning to crowdsourcing for user-generated content.

Consider Coca-Cola China’s recent campaign on crowdsourcing platform eYeka, asking users to describe the ineffable taste of Coke with a video.

“If you had to explain to an alien who has never tried it before,” the brief asks, “which particular element of the Coke taste experience would you talk about, and what creative expression would you show him to get him to crave a sip of that Coke taste?”

Sounds like a fun exercise and a brilliant marketing campaign! Not only does crowdsourcing engage consumers on a creative, emotional level, it also allows the best concepts to rise to the top.

 

3. Finally Monetize Your Social Media Following

Social media marketing has been on the rise for years, but the question in the back of every marketer’s mind has always been, “what’s the real return on investment?” Was it really worth all those tireless hours to earn a few thousand followers? It sure was.

Twitter recently released a new buy button that lets users make purchases directly from tweets, and soon plan to let brands use a new offer button showcasing Groupon-style savings deals. While social media promotions may be getting easier, we still don’t recommend inundating your followers with ads—that’s a sure-fire way to get your brand blocked.

Get a little adventurous in 2015—a little walk on the wild side can really pay off.

3 Key Ingredients to Your Perfect B2B Event

While videoconferences are a modern marvel—minus the occasional screen-freeze that inevitably catches you mid-yawn—nothing beats an in-the-flesh event.

Whether it’s a major conference like TechWeek and South by Southwest, a niche trade show that zeroes in on your industry, an instructive workshop, illuminating panel discussion, or celebratory gala, events are one of the best parts of doing business.

For B2B professionals, that’s nothing revolutionary; we’re preaching to the choir: events are the single biggest line items in B2B marketing budgets, taking up a hearty 20% of the pie, according to a recent report from Forrester.

Why Events?

Why do companies feel compelled to spend so much on live events? Put simply, they work. Events enable both brands and individuals to raise their profiles, attract new business, and extend their network.

Though online interactions are stock-and-trade nowadays, there are too many digital distractions to totally capture your audience’s attention. A face-to-face event gives you to opportunity to actively engage your clients, consumers, and partners, showcasing your brand in living color.

Perhaps the greatest reason events are so important is that they allow us to forge relationships. As much as business is about figures, margins, and efficiency, it’s also about connections, respect, and trust. Events give us a chance to meet, great, and entertain outside of our everyday confines.

How to Ensure Your Event’s a Success

Attending events is a blast, but planning events? Not so much. They’re difficult, complex, and, yes, expensive. If your event’s a dud, that’s a big chunk of change down the drain. Here are three simple essentials your event needs to make it worth your while.

1.    Deliver Value. You’ve got to give your attendees of real value—and we don’t just mean a goodie bag of branded swag. Your presentations shouldn’t just be a sales pitch—it should be framed as useful information to make your attendees’ lives easier. Provide plenty of opportunities for them to make their own strategic connections, even if it doesn’t directly benefit you. Let them actively participate and say a little about their own offerings.

2.    Develop a Plan. Yes, your event shouldn’t just be a blatant sales pitch, but the purpose still is to generate interest, close sales, and bump up your bottom line. Have a clear plan in place that dictates how you’ll collect leads, convert prospects, and—to put it bluntly—make your money back.

3.    Invite the Right Crowd. An animal rights non-profit might not be the best audience to invite to your leather and fur expo. Don’t just extend invitations to everyone you know; target your most receptive audience as much as possible. It’s far better to get third-, forth-, and fifth-degree connections right up your alley than your immediate network without as much interest. Think scalpel, not shotgun.

How a Strong Mission Helps B2B Companies Capitalize on Employee Advocacy

Employee advocacy isn’t exactly a new idea: when your workers are truly engaged and excited about your company, they act as powerful brand ambassadors outside the office and can create a tremendous impact.

From generating new leads, to forging powerful partnerships, to spreading brand awareness, only good things can come from employees personally buying into your business. Think of it as an organic, low-cost marketing effort that can easily get your employees’ networks buzzing about your company, your offerings, and most importantly, your mission.

But wait… what if you don’t have a mission?

How B2B Companies Can Transcend Business

For B2B companies that don’t appeal to the everyday consumer, inspiring employees to advocate on the brand’s behalf might seem like a pipe dream. Sure, it’s easy for the guys at Google to tell their friends about how great the search engine giant is—but who wants to hear about paper supply over cocktails?

That’s where a mission comes in. Human beings love, dream, hope, laugh, and care; we long to be part of something bigger than ourselves—something that matters. A strong mission can unite your team, instill loyalty, and engender endless advocacy.

Maybe your mission can come straight from your offerings, like an educational resource provider that aims to help all children learn, grow, and achieve through their products. Or perhaps it’s a separate initiative, like a paper supply company that saves the planet by using recycled materials and planting new trees together on the weekends.

No matter what path you choose, when your company adopts a meaningful mission, it’s almost impossible to keep the good word from spreading.

How Technology Is Changing the Game

While employee advocacy and missions are nothing new, thanks to new technologies, their impact has never been greater: with the explosion of social media, it’s exceedingly easy for employees to tap into their networks and amplify your brand’s message.

Most people in your organization are on LinkedIn, Facebook, and Twitter (just to name a few) with hundreds of friends, family members, and business partners only a click away. (E.g., the average 25-43 year old on Facebook has 360 friends!)

The possibilities are literally exponential. If even one person shares a branded piece of content on LinkedIn, 100 new connections might see it; if those contacts like or share the content in turn, suddenly thousands are learning about your company, your offerings, and most importantly, your mission.

Inspiring Advocacy

Beyond spreading brand awareness and drumming up new business, putting your mission on center stage engages your employees and dramatically impacts productivity. Companies with engaged employees outperform those without by an astonishing 202%.

An inspiring mission means your company is about more than “just business.” It brings your team together and transforms everyone into a well-connected advocate trumpeting your message and inspiring others.

That’s not just good for business; it’s good for the world.

Author: Paul Wry

Privacy Invasion or Personalization: Has Digital Marketing Gone Too Far?

Privacy Invasion or Personalization: Has Digital Marketing Gone Too Far?

Mark Zuckerberg’s social network just put the face in the Facebook: the company’s new facial-recognition software uses futuristic artificial intelligence to identify faces almost as accurately as humans.

While the A.I. isn’t being used yet, it is stirring up fears about potential invasions of privacy. The hyper-accurate software could one day be used by marketers to track users in public and display targeted ads in the real world, sort of like the holographic spokespeople in Minority Report. If spam annoys you now, imagine having it follow you everywhere.

This is just the latest advance in the ongoing trend of personalization. As technology progresses and we become ever more digitally dependent, marketers are gathering more and more info on consumers, scraping personal data and online history to deliver targeted ads. But is it an unwelcome invasion or valuable marketing tool? Perhaps both.

Privacy vs. Personalization

On the face of it (pardon the pun), targeted ads seem like a win-win.  Consumers see ads that they’re actually interested in (e.g., teenagers probably aren’t considering reverse mortgages, nor will retirees appreciate that Taylor Swift’s new single is now available on iTunes). At the same time, advertising dollars are used more efficiently than ever, raising ROI to unprecedented levels and lowering the barrier of entry for startups and small businesses.

And yet, at the same time, it’s hard not to feel a little creeped out. Gmail reads through all of my personal emails to serve me relevant ads. The reader may be an impersonal algorithm, but it feels like voyeurism all the same. 

The Debate Rages On

In the battle between privacy and personalization, it’s difficult to say who’s winning: Google recently stopped scanning students’ Gmail activity in an attempt to preserve privacy, yet Yahoo just decided to disregard users’ “Do Not Track” settings in the name of personalized experience.

While it seems inevitable that digital markets will continue to encroach on personal data, it’s public debates like this that rein in Google and Facebook from becoming Big Brother.

I believe there’s a middle path. Personalization is a great boon for advertising and enhancing user experience; it seems naïve to think we’ll backpedal at this point. As personal data continues to grow exponentially, digital markets must proceed ethically and strive to honor transparency, privacy, and respect.

Author: Daniel Gordon

How Social Media Advertising is Changing Everything

In 2013’s Super Bowl XLVII, a surreal blackout put the nation’s most fanatically watched game on hold for what seemed to be an eternal half hour. In the midst of the chaos, Oreo posted the below tweet. It earned half a billion impressions and was named by Adweek as one of the top 5 ads of the night. Most astoundingly, it was the only one placed for free.

Power out? No problem. pic.twitter.com/dnQ7pOgC

— Oreo Cookie (@Oreo) February 4, 2013

During the 2014 Academy Awards, host Ellen DeGeneres jumped into the star-studded audience and took the below selfie. As she predicted, it broke Twitter (disrupting service for an interminable 20 minutes) and gained the most retweets in history. In reality, the move was a not-so-subtle publicity stunt for Samsung’s Galaxy Note 3.

If only Bradley's arm was longer. Best photo ever. #oscars pic.twitter.com/C9U5NOtGap

— Ellen DeGeneres (@TheEllenShow) March 3, 2014

What do these social media “ads” have in common? And what can they tell us about the future?

Timely, Fun, & Friendly

First, both were triggered by massive events. Social media travels at light-speed, with trends, topics, and memes flitting in and out of existence in mere instants. Brands who can jump on hot news get rewarded.
Second, both were fun, playful, and unexpected—fortuitous moments you couldn’t wait to share with your friends.

Finally, both come off as rather non-promotional—they don’t hit you over the head with a “buy me!” message. They play it cool and friendly, allowing the sales message to seep in subconsciously.

Monetizing Social Media

Today, Facebook—with its mind-boggling 1.3 billion monthly users—is the preferred platform for B2C advertisers, with smart algorithms that weave targeted ads into ordinary storylines and updated from loved ones.

Twitter is close behind and poised to release 15 new types of ads in the coming weeks. These new features, many designed for Twitter’s mobile app, are eliminating barriers between social networks and commerce. One tap can put an interested user directly on a call with a sales rep. Eventually, users will likely be able to make purchases directly from the platform.

But brands are also turning to Pinterest, Instagram, and even lesser known platforms like Snapchat to gain exposure—though the social network that turned down a $3 billion buyout from Facebook has yet figure out how to monetize ads.

The Shape of Ads to Come

The bottom line? We fully anticipate seeing the rising tide of social media advertising race toward its inevitable pinnacle.

But will these ads resemble their 20^th century counterparts? Not at all. This represents a fundamental shift in the way brands and consumers connect. Rather than static pitch and purchase, ads of the future will launch responsive, interactive dialogue.

Nor is this change limited to business-to-consumer (B2C) interactions—B2B brands have been expanding beyond LinkedIn, with 85% using Twitter and 81% using Facebook to distribute content, according to a recent CMI report. While B2C companies tend to entertain, B2B brands inform, offering valuable insights over social media and establishing authority in the process.

Social media pushes both types of companies to speak with their prospective customers, rather than at them. Brands will continue to get more skilled at conversation as sell, and the world will be better for it.

Author: Paul Wry

Successful Social Media Crisis Management

Every social media manager should remember that he or she plays a role in customer service. Sometimes, however, it seems like this is forgotten, resulting in a social media gaffe, embarrassment, and on occasion, a full-blown meltdown (I’m looking at you, Amy’s Baking Company). It’s always easy to criticize and point out what a company did wrong. We do it so often that we usually overlook corporate role models: companies that have handled social media snafus with skill and dignity. Here are three of their stories and what you can learn from them.

Burger King

The award for fastest resolution may very well go to Burger King over a photo posted to the Internet earlier this year of an employee standing on top of two open containers of lettuce. Though not Burger King’s fault, it immediately reflected poorly on the judgment of its employee, the quality of its ingredients, and likely diminished interest in further patronage by Burger King customers.

But almost as quickly as the Internet got a hold of this incriminating image, Burger King responded. Through tracking the online trail of the post, users of the site where it was first posted were able to locate the store with the offender and publicize the act to local media outlets as well as to Burger King. Three days later, Burger King fired the offending employee as well as two others and issued a public apology assuring customers that this sort of behavior was not tolerated and that food safety was a top priority.

KitchenAid

It happens a couple of times a year. Social media managers aren’t managing only their business accounts––they’re also managing their personal accounts. And sometimes they mess up. (This social media manager may have posted some of his personal VanScavenger Hunt pictures under the corporate account.)

KitchenAid ran into that problem when an insensitive comment about President Barack Obama’s grandmother that was clearly supposed to be on a personal account was tweeted on the company’s account. This immediately alarmed Cynthia Soledad, KitchenAid’s senior director. Immediately, she sent out apologies via Twitter. Having an upper manager issue the apology and take action, not by skirting the subject but by addressing it head-on, was the perfect strategy against the possible catastrophe.

Starbucks

Sometimes, a well-meant tweet can be misconstrued. Starbucks learned this in 2012, when it fired out a tweet apologizing to its Argentinean customers for running low on supplies and having to temporarily use Argentinean-made, non-branded cups and sleeves. Rather than being taken as a courteous update for customers, it was instead interpreted as an insult, the implication being that Starbucks was apologizing for using what it perceived to be inferior local products until its own arrived to replace them.

Starbucks reacted swiftly and appropriately with its response, issuing an apology with full transparency and legitimate remorse. Fighting back would have made the company seem like it had something to hide. Admitting it made a mistake, whatever the intent of the original tweet, humbled the brand and allowed it to save face.

So how can you learn from these brands and not become the inspiration for another article on what not to do? Listen to what your customers are saying. Both in person and online, have the proper tools in place to detect anything that may be damaging to the reputation of your business. Next, have a crisis plan, complete with a chain of command, worst-case scenarios, and multiple solutions to the possible issue. If a crisis surfaces, follow the plan, taking appropriate action to get to the source of the problem, while also addressing all those who may have been affected. Make sure to solve the problem, not fight, using a lighthearted tone that is also sincere and apologetic. Finally, review the entire incident and evaluate what could be done differently should anything like that ever happen again. This way, you’ll end up a social media champion instead of a target for critics and customers alike.

Author: Zack Smith

True Life: Andrea Moglia

Inside the Office:

Andrea Moglia is Vanguard Direct’s controller. For nearly four years, Andrea has overseen all finance and accounting operations. With around ten people in her department alone, Andrea manages everything from billing and receiving to accounts payable and inventory.

As a self-proclaimed math nerd, Andrea revels in the opportunity to work as a controller. “Every day is different. One day I’ll be working with sales, the next I’m setting up a new customer, and the day after that I’m reviewing invoices for payment.” More than anything else, however, Andrea is responsible for the month-to-date and year-to-date finance statements. These valuable pieces of paper give an insider’s view of Vanguard’s revenue, cost of goods and operating expenses, and gross profit.

Outside the Office:

If numbers are boring to you, Andrea’s personal life is far more intriguing. When it comes to nightlife, and in particular the restaurant scene, there isn’t a Vanguardian who knows more places than Ms. Moglia. As a daughter of Italian immigrants, food is in her blood. She makes it a point to check out every Michelin star–rated restaurant and is consistently “in the know” when a celebrity chef opens the newest hot spot. Be sure to ask for a recommendation—she’ll probably come back to you with a whole list.

And it doesn’t stop there. Andrea’s other culinary love is pastries. She once saw a cake on the cover of Martha Stewart’s magazine and decided right then and there to make it. She hasn’t stopped baking since. “It’s therapeutic! I love the challenge. And the fact that baking is a science of appropriate numbers—it lines up with my skill set.” And skills are exactly what she has. She’s taken a thirteen-week program at the Institute of Culinary Education and has catered well over twenty parties. She’s also traveled to every continent except Asia and attributes a lot of her culinary passion to the influences of those countries. Cookies are her specialty; I encourage you to make friends.

Favorite Vanguard Moment:

When you come from a family as large as Andrea’s (she has 20 first cousins), it’s pretty easy to get a little competitive. Just this summer her family hosted an adult “Field Day” in which six teams competed in eight activities that included tug-of-war, a three-legged race, and beer pong. It’s no surprise then that one of Andrea’s favorite moments was this summer’s victory at the Vanguard Scavenger Hunt.

“I’d call it a redemption story,” she said. “After a frustrating loss two years ago (in which, well, some of the clues weren’t 100% accurate), I—I mean, we—needed to dominate.” And dominate she—I mean, they—did. They came in ahead of the second place team by an hour! She may like her sweets, but the sweet taste of victory is what really really drives her.

Long story short, whether it’s playing at her best, baking at her best, eating at the best, or working at her best, Andrea will not be stopped.

Author: Eric Swenson

Facebook Terms of Service Update Implications

About a month ago, Facebook changed its privacy policy again, this time regarding storage of your profile picture and how Facebook intends to use your profile information. If you want a quick read, you can stop at the end of the next sentence. Facebook wants to use everything you post on your profile, so stop worrying about it or stop using the social channel.

For those of you who are still reading, these changes came about as a result of the recent settlement of a 2011 lawsuit brought by a group of Facebook users regarding the legality of sponsored posts and Facebook’s infringement of privacy. The argument was that Facebook did not exclusively detail how user information was being used and that sponsored posts were a misleading title for what they really were: targeted ads.

As part of the settlement, Facebook must explicitly state what it uses your information for in reference to its ads. This information includes “likes,” interactions with advertisers, keywords from posts––all of which advertisers use to show us specifically targeted ads. At the end of the day, it’s a very direct way of telling you what you should already know: When you sign up for Facebook, you become the product.

The second update is the expansion of Facebook’s facial recognition technology for a user’s profile picture. This was touted as a way to make tagging friends easier. Users, however, usually have just themselves in these profile images. This may suggest that profile pictures are going to be further integrated into Facebook’s advertising, either through using a user’s familiar face to recommend services to his or her friend or recognizing locations and products in a user’s profile picture and offering ads targeted to those surroundings.

Will the new updates be earth-shattering to users? Most likely not. But it’s another stepping stone to Facebook’s ultimate goal of being the most personalized advertising vehicle in existence, made possible by its users. And all it takes is a little bit of your data.

Author: Zack Smith

Do What You Do Best and Outsource the Rest

On September 14, 2013, I ran a “Savage Race” in Pennsylvania. The distance was only five miles, but the course was loaded with 25 difficult-to-surmount obstacles. I was one of the older participants. I am proud to say that I finished the course, but I was not on my own. I was fortunate to run the race with a group of people who all relied on and trained with one another. As the race neared its conclusion, I came face to face with an eight-foot wall that I––tired, muddy, wet, and cold––could not scale. It took my teammates working together to pull me over that daunting obstacle so that we all could cross the finish line.

The principles of teamwork––working together, pooling resources, recognizing strengths and weaknesses––apply to running both races and businesses. There is a correlative lesson to be gleaned from the words of the late Peter Drucker, a business consultant who famously said, “Do what you do best and outsource the rest.”

As a communication professional, a portion of my career was spent on the agency side, and for the past ten years I’ve worked with a company that specializes in marketing communication solutions. Outsourcing is all about creating the right relationships, ones that involve partnering with others who can use their talents to support your business model and philosophy.

At Vanguard Direct, we’re about creating ideas, solving communication challenges, and meeting our clients’ goals as effectively and efficiently as possible. To do this, we study and specialize in successful communication strategies. The more closely we understand our clients’ customers and master our ability to communicate effectively with them, the greater our success.

Today’s rapidly changing communication landscape forces us at times to become media agnostic. At the same time, to deploy and execute our strategies and to achieve stellar results, we must remain agile. Working with carefully selected and vetted outside teams––ones who have the same buy-in to our approach––is essential.

What’s more, outsourced partners can provide an objective opinion and often add insight to the development of a particular campaign. The core benefit of this symbiotic relationship is gaining access to a talent pool that can develop creative ideas and provide the added energy that’s often needed to execute a specific project.

Creating mutually advantageous, respectful relationships with outsourced partners will always net positive results. The bottom line: In today’s business environment, it’s difficult to imagine how a company can win the race with just its own resources.

Author: Paul Wry

Mobile App or Mobile Website?

Mobile devices demand more from developers and designers in terms of presenting content. The days of creating websites that operate solely on a desktop computer are over. Marketers now have to think about how content will look on a variety of devices, screens, and operating systems. As usual, there are multiple ways to accomplish this. Presently, the most popular include developing a mobile app, or a separate mobile website, or creating a responsive design website. Which one is right for you?

Native App

Although many are quick to jump at the idea of a mobile app, the first question should be if you need one at all. Think of any app you’ve downloaded. Most successful apps serve a purpose or solve an immediate need. If your app is to act solely as a replacement for your current website, it most likely will not be widely received.

A good measurement of apps that serve a purpose are those which require the smartphone to perform properly. A mobile app that uses a camera, GPS, scanning capabilities, storage, or user personalization will perform very well. Small purchase and commerce apps have also proved to be successful. On the other hand, native apps allow more customized design than is possible with either mobile apps or responsive websites.

A hefty advantage mobile apps have is that they work without Internet connection. Even those that require Internet for some functions, such as synchronizing to the cloud, are more than capable at operating on a device’s data and run faster than accessing a mobile website. This may explain why people spend more time and consume more information on mobile apps than on websites. Between being instantly available after initial download and much more welcoming to users to play within the mobile space, apps have earned their place in the market.

Mobile Website

A mobile website is a specialized satellite representing your main site. Conventional websites, when viewed on a smart device, are small, cramped, and hard to navigate. A dedicated, mobile website is redesigned for the smaller screen size and the different functions of a smart device. Information differing from that on the main website, and more appropriate for the mobile environment, can be displayed. The common practice of giving users a link to go to the full site allows any missed information to be received as needed.

Mobile websites are also a much more viable option for those with strong SEO strategies. Apps cannot be accessed by search engines and will not affect organic search results, where a mobile website is, at the end of the day, still a website and can be crawled by search engines.

Finally, regular websites are much easier to upload and edit than apps, because they do not have to go through the process of App Store approval. Each update or change must go through the approval process again, causing a cumbersome and lengthy wait for those who may need to update content on a regular basis.

Responsive Design

A responsive website has all of the characteristics of a mobile website, with one difference: your mobile and laptop websites are not separate. Responsive design allows your website to display the same content over any device, restructured to best fit the environment in which it’s displayed.

This often requires a website to be completely redesigned. However, the functions on your website must all translate well to a mobile environment. To fill out a form, it must be readable and editable on all screens, while an online shopping center must be easily navigable on any device. While this often costs more than a normal mobile website, it is still considerably cheaper than developing a complete app and more sustainable for the future.

So, which one?

To make the best decision, make sure you know how your customers are getting your content. Which devices and browsers they’re using, and how high conversions are from these connections are all aspects to be taken into consideration when embarking on this sort of project. After that, you can move on to what type of experience you want, be it an app, mobile website, or responsive website. You may opt for one, a blend of these options, or attempt all three. Ultimately, the choice rests on what makes the most sense for your goals. As with any business decision, be as educated as possible before the final decision. You’ll be grateful in the long run.

Author: Zack Smith

True Life: The Interns!

You read our blog posts, contemplate our words, and wait anxiously for our next post, but do you have any idea who we are? Today we thought it would be a good idea to introduce the people behind the writing. So here are some fast and fun facts about the interns who have the honor of being Vanguardians for the summer.

Lindsey Clark is a rising junior at Denison University and is a double major in economics and English (creative writing).  She works for her school’s literary magazine and volunteers with Habitat for Humanity on the weekends. In the summer, she enjoys baking any kind of dessert (especially lemon bars) and surfing on Long Island. After graduation, Lindsey is interested in pursuing a career in journalism and is open to anything and everything related to writing.

As the production intern, Lindsey has been focused on understanding and helping with all steps of the production process, from starting with an idea to making it a reality. She has assisted on a range of internal projects that have made use of her organizational skills.

Liz Baron is a rising senior at Gettysburg College majoring in organizational management studies. On campus, she serves as a captain of Gettysburg’s field hockey team and is also a member of Gamma Phi Beta sorority. Besides school, sports, and sorority life, Liz enjoys simply relaxing with friends and family and spending time outdoors. After graduating in May 2014, she hopes to pursue a career in marketing.

As the marketing intern, Liz has supported Vanguard Direct’s marketing programs, with an emphasis on its various social media channels. She has worked with the marketing coordinator and director to facilitate day-to-day and long-term projects. She has become familiar with SEO tagging, written multiple blog posts for Utterly Orange, and has learned a lot about current marketing practices.

MinJi Kim is a rising senior at Ole Miss (the University of Mississippi) majoring in general studies and minoring in business administration, international studies, and psychology. On campus, she is a member of the Golden Key Honor Society and volunteers for Global Ambassador After school and work, she enjoys working out and watching any kind of famous movie. After graduation, she is interested in pursuing a career in business administration.

As the digital intern, MinJi has been focused on digital trends through competitive analyses and has been involved in internal digital projects for Vanguard Direct. She has become familiar with apps’ and websites’ content, different platforms, and social media and has learned about various companies’ current digital practices.

We hope our posts will mean a little more now that you know a bit about us, the lovely ladies who have been sharing our Vanguard experience with you.

Author: Lindsey Clark, Liz Baron, and MinJi Kim

What Pinterests You?

Since its launch in 2010, Pinterest has made big strides in the world of social media. According to digital analytics company comScore, Pinterest hit 11.7 million monthly U.S. visitors in January, making it the first stand-alone site to cross the ten million mark so quickly. There is still debate, however, as to how useful Pinterest is for businesses. Is it merely used to learn how to make teriyaki-glazed salmon with grilled sesame broccolini or how to spend the perfect afternoon in NYC? How can businesses benefit from Pinterest? What has made this channel of social media explode?

I never had an interest in Pinterest (see what I did there?) until quite recently. After creating an account and experimenting with the site, I now understand why people are raving about it. It’s simple—anyone can use Pinterest. Travelers can discover ideas for their next trip, party planners can explore themes for upcoming occasions, builders can find architectural inspiration … the uses appear endless. With the extensive array of “boards” (virtual bulletin boards), individuals can explore pretty much anything. But a lingering question remains: What does Pinterest have to offer businesses?

Pinterest has been described as a “light visual appetizer” for businesses. Consumers can get a little taste of what a company has to offer from its Pinterest page. If viewers want to know more, a link to that company’s official website is generally included on the page. Pinterest is attractive and easy to use, making it effective at displaying products, services, and details about the internal workings of a company.

Presently, Nordstrom is one of the most successful businesses using Pinterest. (Click here to view the most popular boards.) As a company primarily focused on fashion, it is advantageous for Nordstrom to use Pinterest as a means to promote styles, special offers, and services. For other businesses, Pinterest can be a way to share more about their workers using “employee boards.” These boards can allow employees to interact with the public in a non-business way. While it is essential for businesses to connect with consumers on a professional level, it is also interesting to learn about the employees “behind the scenes.” A Pinterest board is a great way for employees to pin things that may be related to work or simply things they want to share with potential clients and interested viewers. Pinterest is also a way for companies to get feedback from their supporters. When viewers “like” or “pin” something, it gives companies an idea of what the public wants and what’s popular.

Many businesses are now beginning to get started with Pinterest, as it is a rapidly growing channel of social media. Why? Because it’s a strategic move. Pinterest is yet another means of advertising that a company can take advantage of to promote itself. Unlike other social media channels—Twitter limits posts to 140 characters and Facebook drowns in text—Pinterest is focused on visual content. It’s been determined that 90% of the information transmitted to the brain is visual and that the brain processes visuals 60,000 times faster than text. Compared to text-based channels like LinkedIn, Google+, Facebook, and Twitter, Pinterest has the advantage of being visual. It has a smart visual appeal with organized, basic, and categorized boards that make it easy for users to browse.

If you have yet to explore Pinterest, check it out. I can almost guarantee you’ll find something that Pinterests you. If you want a place to start, take a look at our newly launched Pinterest page!  (www.pinterest.com/vanguarddirect)

Author: Liz Baron

True Life: Sue Pabst

Inside the Office:

Sue is Vanguard Direct’s Senior Customer Service Representative, but she has many areas of expertise. Over thirty-three years at Vanguard Direct, she has worked in every department and therefore has an understanding of how every part of the company contributes to the whole. She has been involved with order entry, billing, data processing, customer service, and promotion. Currently, she creates promotional product solutions and acts as a liaison between vendors and Vanguard Direct.

Outside the Office:

Long Island, the summer escape for many New Yorkers, is Sue’s permanent home. When Vanguard Direct had a Long Island office, her commute was a mere five minutes, which is miniscule compared to the hour (-plus) trek to get to work now. In her free time, Sue enjoys traveling, going to Broadway shows, and quilting, and she has recently joined a book club. She is a regular at Fire Island and lives only three miles away from North Shore Beach. Growing up by the Atlantic has made Sue try most water sports and activities––she is a fan of kayaking but could do without snorkeling. So where does a woman who lives in most people’s ideal vacation spot go to relax?

Sue’s favorite retreat is Hawaii, where she has a timeshare with her sister, and she tries to go for a week or two every other year. A bonus perk of her Hawaiian vacation is seeing the multiple weddings that take place at night on the beach. (That sounds much more enjoyable than just people-watching on the slick summer streets of Manhattan!) Another fun part of being in Hawaii is attending local pig roasts, which serve as a way to celebrate a healthy life and good friends. One of the native staples to eat on the island is poi, a ground-up root that serves as a Hawaiian comfort food. But travelling twelve hours to Hawaii is not enough for this avid explorer. Sue has literally gone halfway around the world for new experiences. She has journeyed all the way to China and Tibet. Sue believes traveling broadens your horizons and that there is a monumental difference in learning about something and actually seeing and experiencing it.

Vanguard Direct Experience:

Sue began her career at Vanguard Direct when there were only four other employees, and out of the five she was the only one who was not a salesperson. It was a time before computers (BC, as Sue calls it), when she had to type up invoices on a typewriter and all five employees did the all the work for the company in one little room. In the beginning, she would have to call up vendors and suppliers, coordinate shipments, and do all of the “behind the scenes” work herself to get one job done. Even though there was a lot to do, Sue was happy to be working with good people. She started working with Jack O’Connell and now continues to work with his sons, Bob and Don. Throughout the years, she has done a little bit of everything and seen almost everything. Sue’s favorite part of the business is seeing ideas transform into reality––more important, she loves seeing the stamps “DELIVERED” and “PAID.” Both of them give her a sense of closure and accomplishment. It is an unparalleled experience to be able to watch a business grow from five people in a room to 157 employees in three branches. Senior Managers Bob and Don O’Connell like to joke that Sue knows more secrets about Vanguard than they do, but they both recognize that she has invaluable insight into the printing business. Although Sue admits that the prevalence of print is lessening, she maintains that there will always be those people who prefer paper to digital––print will never die.

Authors: Lindsey Clark, Liz Baron, MinJi Kim

True Life: Daniel Nehrbass

Inside the Office:

Daniel Nehrbass started working at Vanguard in a temporary position three years ago and was offered a full-time position. He works in the accounting department as a biller, handling all the invoices, statements, and bills. It’s one of the most important jobs in a company.

Outside the Office:

At his second job as a manager at the catering hall Cipriani, he commands a staff of 160–200 waiters and others. Daniel started working at Cipriani as a waiter during college. He liked working there because it was flexible, and over the years he kept getting promoted. Cipriani, which serves Italian food, holds weddings, bar mitzvahs, and other large functions. The biggest event he catered was 1,200-person dinner. Sometimes, Daniel goes home at 4 in the morning after working an event and reports to Vanguard a few hours later at 7:30 am. In addition to this, Daniel has owned a number of businesses and websites. He also sells waiter and doorman uniforms with one of his friends. He likes the financial benefits of a busy schedule.

Although Daniel didn’t want to live in New York City, he came here for school. He graduated from The College of Westchester with a degree in marketing/management, and then went back to school to get a BBA in Accountancy from Baruch. Since his life is centered on the city––his business is here, his business partners are here, and his home is in Brooklyn––he has made it his home.

Daniel’s sister has her own busy life as a manager in Philadelphia, and his brother works for an air-conditioning company. Reflecting on family life, Daniel said, “I found it strange that all of us are in management positions. I guess that’s how we were raised up.”

Vanguard Advice:

Daniel tries to stay busy. As an explanation for his fast-paced lifestyle, he told us “the world we are growing up in is not the world our parents were growing up in.” Daniel pointed out that today’s workers usually don’t get pensions, so we have to secure our own financial futures. He admitted that saving money for retirement is really hard but said it is necessary to think of the bigger picture. He told us to “set a future plan for yourself now.” When Daniel was in school his parents didn’t tell him this, although the current generation of college students hears this all the time.

Authors: MinJi Kim, Lindsey Clark, and Liz Baron

True Life: Peter McCann

Inside the Office:

Peter McCann began working at Vanguard Direct in 1992. As Senior Account Executive, he helps clients achieve their marketing and operational goals. He works hard on new business development and also is a very successful connector of clients and vendors. I have recently observed Peter exploring new technologies to reach customers. He maintains great relationships with clients, creating effective strategies to reduce costs and improve workflow.

Outside the Office:

Peter impressively balances family, friends, and fun. Family comes first, as his life is centered on his wife and kids. Peter has three daughters (17, 14, and 11). For the past eight years, he has coached his girls’ various soccer teams on weekends and cheered them on from the sidelines. (Believe me, having your dad as your coach is awesome. Although I didn’t realize it at the time, I now look back and see how special and cool it was when my dad coached my soccer teams!) Peter’s wife is a great cook. He explained how she loves trying new recipes––he is understandably more than happy to be a taste tester.

When Peter is not on the field coaching, at home, or at work, he plays in an adult ice hockey league on Long Island. He has been skating since he could walk but just started playing hockey six years ago. There are about 1,200 men who play in the club. His team is called the Leaves (inspired by the Toronto Maple Leaves). Playing on this team, Peter has become good friends with some of the guys and truly appreciates the camaraderie of the squad and being able to get out on the ice for some fun. Not only is Peter an athlete, but he also plays the drums in his free time. Peter and some other musical Vanguardians are planning to meet, play, and see what they can come up with––at the moment, all we know is that it will be some sort of rock music (updates to come!). Who knows––maybe in a few months Vanguard Direct will host its first concert featuring these talented employees.

Vanguardian Advice:

As a kid, Peter grew up with a father involved in the magazine business. He learned a lot about the industry but soon realized it was not necessarily the direction he wanted to follow. Peter later worked in direct mail and was exposed to the printing business. It was here that he realized he might want to get involved in this industry, and many years later he continues to work at Vanguard Direct! In our chat, Peter stressed the importance of getting involved in work that you thoroughly enjoy. It’s not about the money or title––if you really value what you are doing and the people that surround you, it will be worth it.

Author: Liz Baron, Lindsey Clark, MinJi Kim

True Life: Gerard St. Louis

Inside the Office:

Gerard works in the Information Technology (IT) department and is essential in keeping Vanguard Direct at the top of its technological game. He usually works on the development of different applications and also maintains the Vanguard website. He is the go-to person for network support and assistance with malfunctioning programs.

Outside the Office:

Outside the office, Gerard loves to be, well, outside! He enjoys the parks of NYC and truly believes that being active is the best use of his free time. In high school, he played basketball, soccer, and cricket and ran the 400m in track and field. Though no longer on a sports team, Gerard still makes exercise a priority. In keeping with his fit lifestyle, Gerard has been a pescatarian––meaning he only eats fish and vegetables––for the past two years. Even though athleticism seems to be Gerard’s passion, that was not always the case. He is a self-proclaimed “geek.” When he was younger, Gerard was very shy and would read everything and anything about programming when computers were not available for hands-on learning. His mom was very influential in helping Gerard enter the world of IT because she encouraged him to attend a school that specialized in IT. At school, his IT teacher was very significant in helping him succeed in the field and pursue his career.

Gerard’s early hunger for knowledge led to one his one of first jobs: being a high school teacher for five years. He began teaching in Guyana at a mere eighteen years old. During those five years, Gerard taught seven subjects, including Spanish, French, and math. Gerard moved to NYC in 2005 and has been here for eight years. He enjoys giving back to the community and helping to feed the homeless. The fact that Gerard is trilingual definitely helps in a city as diverse as New York. Gerard has a lot of family here and enjoys spending time with them on the weekend. He told us that he has always been a bit of a clown because life’s too short not to have fun!

Vanguardian Experience:

When Gerard is at work, he only focuses on work. It is this focus that allows him to tackle technological problems that most people would just shake their heads at. Keeping his home life and work life completely separate is important because it allows him to concentrate without distractions. Yet when he does need a quick break at work (Who can’t relate to that 2:30 PM feeling? Insert 5-hr. energy endorsement here!), his Vanguard friends help him clear his mind. He enjoys the freedom that Vanguard gives him to approach his assignments in his own way in order to produce the highest-quality solutions.

Author: Lindsey Clark, Liz Baron, MinJi Kim

True Life: Eric Swenson

Inside the Office:

Eric Swenson is a Creative Project Manager in our New York office. Eric works closely with our clients to map out their communication needs and to define the role Vanguard Direct will play in meeting their objectives. On a day-to-day basis, this means managing a dedicated creative team to work on specific projects, presenting work, and setting timelines and budgets.

Eric has a versatile advertising agency background, having worked with several top corporate accounts, including Northwest Airlines and Charter Cable. He’s done extensive copywriting and video editing work as well. All in all, he’s worked as a project manager for nearly nine years. Eric received his bachelor of science degree in communications (with an emphasis in television and radio production) from Bradley University, where he also studied business management.

Outside the Office:

In an effort to start anew, Eric made the leap from the Midwest to Midtown. He moved to New York City eight years ago with enthusiasm that knew no bounds. Almost immediately after arriving, he joined the theater group Blue Hill Troupe, not necessarily because of his huge passion for the arts, but as a way to meet people. Presently, he is an active member who, in season, dedicates a few hours each day––for up to five days a week––to the show. This charitable, nonprofit group of actors was founded in 1924 and continues to support various NYC-based charities (currently the GO Project) by performing a Broadway show in the fall, an operetta in the spring, and several concerts around the city every winter. One of his favorite shows to perform was Little Shop of Horrors, where he got to be the man-eating plant, Audrey Jr. Many Vanguard employees attend the shows to support Eric as well as Blue Hill Troupe’s partner charity.

The after-work activities do not stop there. Eric plays soccer, softball, and tennis and is also the president of a wine club as well as a cheese club, both of which hold monthly meetings. His life as wine aficionado began at the beginning of his advertising career when he lived in Minneapolis. After a long day at the office, Eric would go to work at a high-end wine store. It was here he learned the intricacies that go into a great bottle of vino. Each wine meeting is dedicated to learning about one wine from a particular region (the club has covered over 30 regions!) and the proper food that complements that wine. At the moment, the wine club is at capacity with fifteen numbers, and there is an ever-growing waiting list. The cheese club idea was sparked when a friend gave Eric a “cheese of the month” membership for a year. Not wanting to end his gourmet cheese experience, Eric started a club in which members pool their money to buy a yearly membership and to enjoy the great company of fellow fromage fans.

Eric is originally from Wisconsin, went to school in Illinois, and has been to every state except Texas and Alaska. Yet the borders of the U.S. do not limit his travels––as a solo traveler he has been to England, Argentina, China, Thailand, and Cambodia, just to name a few. Later this summer, he plans to explore the wonders of Kenya and is especially looking forward to taking a train that passes through wildlife preserves.

One of Eric’s Favorite Vanguard Direct Moments:

For a while, Vanguard Direct has been putting together holiday video cards to send to clients. Two years ago, Eric was put in charge of this assignment and decided to tackle the festive challenge with a music video. His vision required the entire staff to be involved, each person having his or her own part to play during “Jingle Bells” (the Glee version). Eric’s theater experience proved useful, though the logistics and choreography were still quite a task. Collectively, the Vanguard staff was ambitious and wanted to complete the music video in a single shot. This meant everyone had to perform flawlessly or they would have to “take it from the top” and start over. It was a true test of patience.

The first take was not perfect, but after six or seven takes, the Vanguardians nailed it. What had started out as a simple assignment quickly morphed into an office bonding experience. Following the final take, people were cheering and high-fiving. It was one of those rare instances where Vanguard employees all had to work together to achieve one common goal. Eric explains, “The entire video was a mere 90 seconds, but the memory of it will certainly last a lifetime.”

Author: MinJi Kim, Liz Baron, Lindsey Clark

True Life: Doreen Doyle

Inside the Office:

Doreen Doyle serves as the ultimate liaison between clients and vendors. She handles the flurry of proofs, printing, prices, invoices, mailings, billings, sales pitches, and creative services that are essential to a project’s success. She is also very familiar with doing work with city agencies. Other responsibilities include mentoring new employees, visiting printers for on-press printing approval, creating orders in DemandBridge, keeping up with suggested literature on printing, taking webinars, attending vendor presentations, and following up with clients once a project is completed. In essence, as Vanguard Direct’s Senior Client Services Manager, Doreen does it all.

Outside the Office:

Doreen is a born and bred New Yorker. She grew up in Manhattan and has watched her childhood home transform into the vibrant city we know today. Not only has she seen NYC change, she has also seen the printing industry go through a technological revolution. Doreen began her printing career in her junior year of high school. Starting at the factory level, she learned everything from the ground up. She explained to us step by step exactly how the printing process worked.

It would seem printing chose her, and she has enjoyed being involved in a business that is always changing. During our interview, she explained, “I wanted a challenge where every day is different.” Doreen harbored this adventurous spirit as a child, when she  believed it was her destiny to become an airline stewardess who would travel all over the world.

A love of discovery has fueled Doreen’s travel through France, Italy, Spain, England, and Croatia. She plans to go to Dublin later this year for her aunt’s 80th birthday party! Any place with water and a golf course get an automatic “thumbs up” from Doreen. She keeps a set of clubs in Florida to be able to play whenever she goes down to visit. Out of all her travels, London is her second-favorite city to explore (NYC is obviously #1!). One exceptional aspect of NYC is that there is always a new place around the corner––her new favorite spots to visit are Eataly and Chelsea Market, and one of her traditional favorites is the High Line. Finally moving out of the city, Doreen now uses Peekskill, NY, as a launching pad to see the world. Westchester life makes getting to a golf course easier. (You don’t see too many acres of untouched land in NYC besides Central Park.) Her fifteen-year hobby has made domestic travel to South Carolina and Myrtle Beach a no-brainer to get a few rounds in.

Doreen’s Favorite Vanguard Memory:

Doreen began working for Vanguard in 1993, left, and then returned in 1999 and has been here ever since––it would seem she ended up where she was meant to be. Out of countless fun times around the office after work, she treasures one memory above all the rest. After 9/11 there was sense of closeness to her coworkers and a feeling of being cared for. Returning home after a traumatic and exhausting day, it was a huge comfort when managers called her to make sure she was all right. There was a deep relief in being able to stay in contact with everyone in the office and to hear that all were safe. The community that exists within the work bubble at Vanguard Direct extended far beyond the confines of cubicles, and having that community for strength and support was––and still is––priceless.

Author:  Lindsey Clark, Liz Baron, and MinJi Kim

No Time to Read? No Worries––You Can Just “Skimm”

A good friend of mine recently introduced me to an online newsletter, “theSkimm.” Reluctant to subscribe, I had to read a few of its archived issues before realizing it is certainly worthwhile. For those of you who haven’t heard of theSkimm, it’s essentially a newsletter that simplifies the top stories of the day for the many people (like me) who lack the time or devotion to sit down and read––or watch––the daily news.

Today, so much of the news we follow is broadcasted on social media. Social channels like Twitter and Facebook have become standard news sources, but the endless updates on social media sites can be incredibly overwhelming. With the 140-character limit on Twitter, stories can also be unclear. Reading theSkimm takes only takes a few minutes and leaves you with useful knowledge that is very easy to understand. Yes, it’s still a digital, abbreviated version of a classic newspaper, but it provides a wide array of topics and focuses on news.

Cofounders Danielle Weisberg and Carly Zakin explain on theSkimm’s website, “You may follow the ‘right’ people on Twitter or get the ‘right’ breaking news alerts but with so much noise, it’s hard to filter what you need to know in politics, international affairs, sports, entertainment, technology etc.”

The newsletter is sent out around six in the morning, every weekday. It contains a simple summary of select events and stories that are practical for casual conversation and common knowledge. To sign up, you merely submit your email address without having to add any other personal information.

Weisberg and Zakin are women in their twenties who met studying abroad in Rome. They eventually became roommates in NYC and both worked for NBC. Constantly interested in the news, they left NBC and together launched theSkimm about a year ago. Although they initially intended theSkimm to cater to a female audience, they were surprised to find that many readers were men.

“Our concept is simple: we read, you Skimm.” – Danielle Weisberg and Carly Zakin

Author: Liz Baron

Gamification: What and Why

Let’s face it. Our attention spans are shortening and our patience dwindling. Additionally, social media, smart devices, and other digital technology have reinforced our expectation of instant gratification. So how do we feed the reward system that has taken hold of us? We borrow from something the new generation entering the workforce knows all too well. We use gamification.

What is gamification? Despite its name (pronounced game-ification), it has very little to do with playing a game and more to do with encouraging behavior. Gamification can best be defined as using game attributes and mechanics to encourage “player” behavior outside a game environment. For example, the social media app Foursquare encourages people to “check in” to locations in the real world and rewards users with high levels of check-ins with badges (which then get sent to a virtual trophy case of sorts). The company isn’t a game company, and the user is doing something very real and tangible but is getting rewarded for using the service with a small token of acknowledgment.

So why has “gamification,” a new marketing buzzword, become so widely used? Because your behavior has been driven by it on websites, social media, and mobile apps. Your fitness app has a progress bar that tells you how much farther you have to run to complete this week’s goal. The social app ranks your usage against your friends, driving you to continue using the app in order to be number one. The website forum you visit allows your comments to be voted on and ranked, encouraging quality participation and collaboration for the best information.

Gamification draws on a lot of our natural instincts––competition, collaboration, gratification, learning, and wanting to feel involved––and everyone from marketers to user-interface designers know it. Because “gamified” content gives us what we want, we’re more likely to engage with it. User participation and community interaction increases, monthly visits and average time on a website increases, and page views and actions taken before logging out are increased. All of these are highly valued statistics in digital business.

At the end of the day, however, gamification isn’t the end-all solution. As with every new phenomenon that enters the marketing sphere, this is just a tool to use to enhance what you already offer. This tool specializes in increasing interaction with a product and can be used to that advantage. So make room in your quiver––you may have another arrow to stock.

Author: Zack Smith

True Life: Kathy Lupo

In the Office: 

Kathy Lupo is the Ambassador of Vanguard.  She is the first face clients see and first voice they hear.  It is also her job to fix any logistical office problems.  Her duties include: managing reception, arranging client lunches and meetings, booking hotel reservations and organizing travel plans.  Kathy also keeps up with phone maintenance and handles the AC and office cleaning.  Her presence is very valued here at Vanguard Direct.

Outside the Office:

Kathy Lupo, originally from Grand Rapids, MI, made her way to the Big Apple with intentions to stay. She laid down roots in the Bronx, where she has lived for 25 years with her husband and two sons, Charlie (20) and Stephen (19). “It couldn’t have been planned any better!” Kathy explains, referring to her sons’ strong relationship because of their close ages.

One thing many people don’t know about Kathy is that she has a green thumb. Kathy grows cucumbers, oregano, green beans, garlic, peppers, spinach, basil, and tomatoes right in her backyard. She is very passionate about her garden and loves cooking with the fresh ingredients she has at her fingertips. Kathy’s favorite dish to make––and, fittingly, to eat––is Chicken Parmesan. She also makes pizza from scratch on Saturdays for her family. Not surprisingly, one of her dream vacations would be to go to Italy (as well as Sweden, because she’s Swedish!).

Kathy’s Favorite Vanguard Direct Memory:

Kathy began working at Vanguard Direct in 2005. Prior to Vanguard, Kathy had worked in customer service for Time Warner Cable and then for Goldman Sachs. After jumping around a bit, she wanted to find a place that she could call home––during her interview at Vanguard Direct, she made this known.

On her third day of work in NYC, the air-conditioning broke, which literally put her in the hot seat. Employees were quickly beginning to feel the heat. She was asked to provide everyone with ice, water, and anything else that would keep them cool. Going about her day, she did whatever she could to help her new coworkers, who quickly became her friends. (Who doesn’t love the lady bringing cold water on a hot day?) She had been a bit frazzled during the day, also experiencing the sweltering heat, but felt the reward of helping everyone else out. It didn’t matter that she hadn’t even been there a week, because in the first seventy-two hours, she learned that everyone believed in the work they were doing––how else do you explain persevering through 100-degree weather in Manhattan? She saw that every person in the company mattered, just like in a family. As if reading her thoughts, when Vanguard Direct President Bob O’Connell was leaving the office on that eventful day, he saw Kathy sitting behind her desk, smiled, and said, “Looks like you found your home.”

Authors:  Liz Baron, Lindsey Clark and MinJi Kim

Never Give Up

Working in sales, I often am in competition with providers to deliver to my clients’ needs. Sometimes I come out on top, and sometimes I have to pull a rabbit out of a hat!

My client wanted a certain product that my competitor had. After researching it, I finally found it at an amazing price! But it was too late! My competitor was awarded the order. I knew the product was amazing and my price was very competitive. I offered it to my other clients, and even sold it to another department within the same facility as the original client.

There are always curveballs in business, and it’s important to never give up!

Some of the most famous people we know had to overcome hardship and failure before achieving success. Some examples of people who never gave up:

• J.K. Rowling, author of Harry Potter

“You might never fail on the scale I did,” Rowling said, speaking to a graduating class about her failures, not her successes. “But it is impossible to live without failing at something, unless you live so cautiously that you might as well not have lived at all––in which case, you fail by default.”

Twelve publishers rejected her manuscript! What if she had stopped at the first rejection, the fifth or the tenth? The possibility of success increases each time one keeps going despite hearing no.

• Walt Disney, visionary and creator of Disney World and Mickey Mouse

“I think it’s important to have a good hard failure when you’re young. I learned a lot from that. It makes you aware of what can happen to you. Because of it, I’ve never had any fear in my entire life when we’ve been near collapse. I have never been afraid. I’ve never had the feeling I couldn’t walk out and get a job doing something.”

His first animation company went bankrupt. A news editor fired him because he lacked imagination. But he never gave up!

I didn’t give up. I knew my product was a good product––it was priced right, and it was a product my clients could use. Finally, the client that had awarded the order to my competitor came back to me the following year (after the competitor pulled a bait and switch), and I recaptured the business.

To date, I have sold approximately 3,000 of this product to various clients. So remember: Everyone encounters failure––it’s what you do with it that counts!

Author: Rita Orphanos

Marketing on the Move

The average commuter in the United States spends about 25 minutes getting to work. But that’s just the average…

The new census reports that this average might downplay the brutal commutes that many individuals endure every day. Whether commuting by train or bus, driving, biking, or walking, we are constantly surrounded by advertisements in our daily travels.

Companies target big, populated cities in order to market their products and services using the mass transportation that commuters and tourists endlessly use. But hey, it’s a smart marketing move!

Those who have been to London likely traveled on or at least know about the incredible underground system that commuters, residents, and visitors benefit from daily. After spending a full semester in London taking the subway (known across the pond as the “tube”), I realized the New York City subway system could not quite compare. While the NYC subway zips around the city effectively, avoiding the tourist congestion and constant traffic on the streets, the clean, attractive, and simple tube system makes the underground experience a little more pleasant.

As a study-abroad student, the tube was part of my daily commute. It became an exceptional way to observe British people, learn the underground landscape of the city, and get a unique glimpse of what’s going on in London by looking at the wide array of advertisements displayed. There are abundant print ads displayed all over the tube stations, however the digital ads for London shows, upcoming movies and traveling opportunities along the escalators are what really caught my eye.

I was urged to see Wicked, Jersey Boys, Spamalot, and more by the digital advertisements singing at me on the wall every day. It was hilarious! Here is an amazing example of the recent advertising in the Oxford Circus tube station for The Great Gatsby––it’s incredible!

Commuting to school on the tube became a huge part of my experience in London. While most commutes can be slow and boring, the advertisements displayed on the tube made my 25-minute ride entertaining. I became such a regular that I even got my own tube stop!

Just kidding––that tube stop existed before me––but here are some pictures from my experience. Enjoy!

Big Ben with the London Eye peeking out in the background

Big Ben with the London Eye peeking out in the background

Classic red phone booth outside St Pancras International

Author: Liz Baron

Let’s Get Visual!

I’m going to tell you the worst-kept secret that you already know. Nobody likes to read anything anymore. Well, not anything that is just a wall of text. We’re all guilty of scanning a document instead of reading every word or sharing an article after just reading the headline. Nobody is proud of it, but with the sheer bulk of content that is produced everyday, we have to get through all of it somehow.

All of the most digestible information we encounter now has enormous visual pieces coupled with it. Think of every infographic you read, every photo with a caption, and video you can play while multitasking. You learn much more from these visually captivating pieces than from walls of text similar to this post (but I’m breaking up this content with pictures, so bear with me).

Social media provides a great platform for watching how people consume information. We started off with blogs that were hundreds––if not thousands––of words long. We then moved to Facebook, cutting people’s word count by at least half, and then to Twitter, keeping our count to 140 characters or less. Now, Instagram, Pinterest, YouTube, and Tumblr are allowing for content sans words, replaced by images, audio, and visual communication.

But just because we are truncating what we write, does that make it more effective? It sure seems that way. Here are some stats:

• 44% of social media users are more likely to engage with brands if they post pictures (as opposed to other types of media)
• Facebook photos get at least 7x more likes than links do
• Pinterest, a completely visual social media channel, has grown by 6000% in the last 8 months
• Images are the most clicked-on content on Twitter
• Recruiters spend more time looking at a user’s LinkedIn profile picture than anything else
• More than 6 billion hours of YouTube videos are being watched per month
• Flipboard, a visual news app, was the #1 application when the iPad launched
• Images are processed 60,000x faster than text by the human brain

So are you prepared? Content is still king, and visual content requires originality and thought. Make sure everything you post has something engaging to look at.  Visuals will cut through regular marketing speak, and original visuals can even stand out from other media of the same ilk. So charge your smartphone and grab your camera––you have some work to do!

Author: Zack Smith

RIP Google Reader, Bring On Social News

If you use the Internet to curate all of your news, then chances are you’ve used an RSS Feed backed by Google Reader. In that case, you are then well aware that Google is nixing Reader during its yearly spring-cleaning purge. Often, apps that bring in no revenue or have long since been abandoned are what get the axe, not a popular application used by millions. The public outcry was instantaneous, all with one unified question: Why are you doing this to me?

For those who are still a little confused about what Google Reader is and the importance it had for many industries, it was the service offered by Google that aggregated specified content into a single web feed. This allowed users to scan articles and find pieces of relevant content quickly and efficiently. In March, Google announced the end of the service by July, with no replacement service to offer as of yet, or so it seems.

The last couple of years, social search and crowdsourcing have become more and more common in our everyday lives. Every blog and news provider has social channels––most likely multiple channels––it posts to. With Google’s constant attempts to breach the social scene, this shouldn’t be a surprising announcement. What is a surprise, however, is how many people are opposed to the idea of using social media as their sole news driver, even though it caters to personal preferences, niche markets, and like-minded attitudes. Sites like Twitter have every potential to operate like a newsfeed, with the added bonus of real-time debates and sharing abilities. But for some reason, our customary agents of change from the tech industry are shouting that they like things the way they are.

Which is ridiculous. Especially because everyone should have seen this coming. The Pew Research Center found that over 93 million of Facebook’s 133 million active users use the social network to read the news their friends and family share, while another 31 million of these users get their news from dedicated news providers. That was in 2011. That same report showed that, of all the users of Twitter––still climbing the ranks to become one of the popular kids in the social circle––36% used their friends as news sources, but 45% used accounts from established news sources pushing their own content.

I must reiterate. That was two years ago. Since then, Google has been pushing for Google+ to be better integrated into the everyday person’s social sphere, mostly to little success. It wouldn’t be much of a surprise to see Reader pop up under a new guise in Google+, with the hopes of persuading people to use Google+ as their new RSS Feed/news aggregator. If you’re still in doubt, take a look at the last update Google Reader got in 2011. It was integration with Google+. Also two years ago.

This is not a shot in the dark, and it is almost certainly a very calculated move on the part of Google. Removing Google Reader is one move on the chessboard. Whatever Google plans on doing to remedy the current disappointment it dealt its loyal followers, you can be sure an answer will come before Google Reader cuts out for good.

Author: Zack Smith

Captcha If You Can

For those of you who visit the blog on a fairly regular basis (for which we offer our never-ending thanks), you will notice a small update has occurred on our blog and contact pages. Though we’ve tried to get by without one, we finally caved: If you want to contact us or interact with our blog, you now must cross that the extra trench of a captcha, a challenge-response test in order to ensure that your comment is from a real person.

Why, you ask? First and foremost, not having a captcha (which is an acronymn for “completely automated public Turing test to tell computers and humans apart”) creates an unnecessary security risk––and I just wrote about how companies need to step it up. Every time a website is open to the public to submit information, the same portal allows spammers––both humans and bots––to infiltrate and overload the website managers with spam. As everyone is aware, spam can be extremely destructive, though we were lucky never to run into that particular problem.

Our problem was one of inconvenience: spam that ate up a significant amount of resources. As one of the website managers, I’m here to tell you it was getting out of control. We would receive 35–40 pieces of spam on average per day, which on weekends would often spike up to 60–70 pieces of spam. On a week with minimal spam, we would receive almost 300 pieces of spam. Trying to sort out the legitimate comments and contacts from that list was often tedious and time-consuming. On top of this, the spam was also compromising our analytics of our website, which in a data-driven society would be reason enough for some people. So finally unable to bear the onslaught any longer, we implemented a captcha.

As you surf the Internet, you will notice there are many different types of captchas––often involving retyping numbers and text or, less often, executing math equations or seeing what is in an image––all with the goal of ensuring that you are human. Because of the print and digital nerds here at Vanguard Direct, we have opted for reCaptcha, a captcha that helps digitize print with every word typed in. How does it work? The program takes words that could not be read using optical character recognition (OCR) and distributes them for users to type in before they can submit other information to a website (such as comments on a blog). How does reCaptcha know the word is correct and that you are human? Two words are presented to the user, one of which is known already. If that word is answered correctly, then the user gets access to the web content and the unknown word is logged with reCaptcha with your possible solution. As that word gets typed, eventually a consensus emerges and the word can be determined with high confidence. With the amount of captchas getting filled out every day, the more reCaptcha is used, the quicker we can archive things that exist solely on paper.

Remember that a captcha can help filter out most spam, making both your life easier and your website a safer place to visit. This week I have gotten two pieces of spam. That’s a monumental decrease from 300. Using a service like reCaptcha on top of it also gives something back to the print and literary worlds, solving multiple problems at once!

Author: Zack Smith

Facebook News Feed Redesign

The great Facebook overlords have struck again. On March 7, it was announced that the News Feed section of a user’s Facebook page would be getting a redesign in the next couple of months. The third and final change promised in 2011, the News Feed redesign follows the introduction of Timeline and Graph Search.

Personally, I think the redesign of the News Feed is long overdue. As soon as Timeline was rolled out, the two layouts never matched up in design or function. Timeline was a complete overhaul of the previous layout, now favoring visual media over everything else. While that was great for individual user profiles, the separate News Feed to view everyone else’s content did not share that aesthetic. It was still clunky, text-heavy, and reminiscent of past designs. The new, media-heavy design will make the News Feed cohesive and organized as well as consistent across all devices.

The deeper reason for the redesign, however, is most likely to better display media from Facebook’s recent acquisitions, namely Instagram. Instagram accounts connected to Facebook will automatically post to users’ News Feeds. Facebook has also hinted at more developments like this in the future, possibly in the audio and video fields.

Regardless of Facebook’s intentions, it’s a very nice change and an overdue spring-cleaning for the social media site. Time will tell if it will help increase retention or subscriptions to the site or its partners. But in a world where things move quickly and everyone wants a piece of the market, it’s good to know Facebook is not just sitting on its hands.

To make the change more exclusive and to create a little stir, there is a waiting list to sign up for the slow rollout of the design. To be on the waiting list for the new News Feed design, sign up at :

https://www.facebook.com/about/newsfeed

Author: Zack Smith

Tighten Up Internet Security

Over the past month, there has been a strange phenomenon. Companies, both large and small, started revealing that they had fallen victim to hackers who had compromised social media channels, websites, and online security. Everyone from Evernote to Microsoft had a story to tell. So the question is, are companies forgetting the importance of Internet security?

The surge started on social media, specifically Twitter. As most people with a Twitter account noticed, the beginning of February brought with it a fresh, new phishing attack. Through direct messages and the ploy of a possible questionable picture (“Did you see this pic of you? lol”), plenty of passwords and information were captured from both experienced social media professionals and the casual user.

Then another surge occurred, this time involving hacking into corporate Twitter accounts, such as those belonging to Burger King and Jeep. Whether due to poor passwords or expert hacking from accused group @DFNTSC, it was a PR mess for both companies. Naturally, as is the way with the Internet, parodies arose, with MTV and BET leading the charge and pretending to hack into each other’s accounts in a similar style to the legitimate hacks. Maybe they hoped to get a larger following (Burger King gained 30,000 followers in the hour following its hacking incident), but it was a rather obvious PR move regardless.

On a more serious level, companies like Facebook, Apple, Microsoft, and Evernote have all recently reported security compromises. Some, like Facebook, Microsoft and Apple, claimed that no data was stolen, but all reported symptoms that suggest the attacks originated in malware from China. Twitter and Evernote, on the other hand, feared their own hacks so much that they had users set new passwords to make sure nobody fell prey to the attack.

The bottom line is, it seems that both companies and individuals might need a reminder that Internet security is not to be taken lightly. With the spotlight shining brightly on big data, companies with private information cannot afford to be hacked. So spend the money on better passwords, stronger firewalls, and a well-trained IT team, because this will not be the last wave of hackers. Consider this your warning.

Author: Zack Smith

The Last Dinosaur in the Forest Drinks Yoo-hoo

Growing up in the Bronx meant that being a Yankees fan was a birthright (especially if you were Italian). Also, at the age of eight, my favorite drink was Yoo-hoo. Why are these two things related? Talk to anyone who loves the Yankees and grew up in the Bronx from the late 50s to the early 60s and ask him or her: Why did you drink Yoo-hoo?

The answer, of course, is Yogi Berra. Yogi, a famous catcher for the Yankees, joined Yoo-hoo in 1955 as a spokesperson for the drink during a time of poor sales, later being promoted to a vice president of the company. It was his idea to brand the drink with his beloved Yankees, convincing his teammates to help him endorse the drink, with several of the players from the era having thumbnails of their pictures on the bottle caps.

I recently was at a sports-themed flea market and saw some of the caps for sale for seven to ten dollars each. (The Yogi cap was ten.) I often wonder how much marketing credit Yogi received. Was Yogi ahead of his time? Would you want Yogi in your social media groups for business?

Since then, Yoo-hoo has seemed to know how to connect with younger audiences. When I asked a twenty-something at Vanguard Direct for his first memory of a Yoo-hoo advertisement, he recalled seeing Yoo-hoo product placement in popular 90s sitcoms like Friends. As a fan of the particular character who consumed the drink, he was inspired to buy the drink to be more like that character.

Whatever the advertising tactic of Yoo-hoo is, it’s strong enough to take root in children at a young age. Starting with Yogi, Yoo-hoo has had a knack of making strong connections that will be long remembered, allowing them to stay with us as consumers.

As a vice president at Vanguard Direct, I insisted that Yoo-hoo be put in our vending machine. Even my clients ask, “Why Yoo-hoo?” I tell them to move to the Bronx in 1967! I still drink Yoo-hoo at 64 and smile when I hold the can. Because as Yogi, or any good marketer would tell you, “It’s not over till it’s over!”

Author: Joe Corbo

Bill Gates Reaches Out with Reddit AMA

No matter where you stand in the Apple vs. PC war, the name Bill Gates means something. Actually, it means a lot of things, and being able to talk to the cofounder of Microsoft in real time about his current thoughts on technology and philanthropy is priceless to the many people who have grown to idolize the tech giant. So when Bill Gates appeared on Reddit to do an AMA (Ask Me Anything), the online community was ready with the questions they always wanted answered.

To make sure as many people knew about the AMA as possible, Gates posted a picture of himself announcing his handle and the soon-to-happen AMA. Additionally, a YouTube video was published to raise awareness of the event that answered some of the more popular questions, from “How much money is in your wallet?” to “Would you rather fight 100 duck-sized horses or one horse-sized duck?” ($100 and a horse-sized duck were the answers, for those of you who are wondering.)

Gates immediately weighed in on SOPA and similar proposals, giving his opinion but not taking a side. When asked about the ongoing Bing vs. Google competition, Bing was obviously his favorite. When asked to compare Windows 7 to Windows 8, the answer was “higher is better.” Other tech responses revealed that Gates’s current computer is a Surface Pro and that he still occasionally codes C, C#, and Basic. One of the most poignant responses of the session was Gates’s wondering why code has not gotten simpler and urging kids in school to start learning these programming languages.

But the bulk of the session was focused on Gates’s philanthropy work. On measuring the success of the Bill and Melinda Gates Foundation, Gates cites the progress that the foundation has made in reducing the deaths of children under the age of five. He considers the foundation’s greatest achievement to be the distribution of vaccinations for diarrhea and pneumonia. Half of the foundation’s money is contributed to global health issues like these and others, such as polio vaccinations. Following the thread, it is obvious that Gates’s passion lies in continuing his work to improve worldwide health and quality of life.

Gates is one of many famous people to participate in a question-and-answer session over the past year. Reddit’s following exploded during President Obama’s AMA before the Presidential Election in 2012, showing its communication value. Since then, the public eye has been fixed on the site, and influential people are using it to reach out to their fans and followers.

The Reddit AMA was a good portal into the mind of one of the most influential people this century has seen, and it showed both Gates’s tech savvy as well as his momentous work in improving the world. So what did the man who has it all sign off with when asked what was left on his bucket list? The only thing left to do: Don’t die.

We tend to agree. There is so much work left to do.

Author: Zack Smith

Free Internet—Too Good to Be True

At the beginning of January, it was announced that Google was providing the entire New York City neighborhood of Chelsea with free wireless Internet. With their New York Office located in the same area, over 8,000 people now have access to free Internet.

The concept isn’t new, and especially in NYC. In the summer of 2011, the Brooklyn neighborhood of DUMBO was gifted its improvement district, with financing from a building management company, with free Internet for all who inhabit it as well as their visitors. As imagined, the technology was well received, and to date has run into minimal problems.

Rumors of NYC being completely connected have swirled around for a while, with Mayor Bloomberg advocating for NYC to be the new technology capital of the country. When news broke that the Federal Communications Commission was considering supplying free Internet across the country, though a bit far fetched, it still seemed like a possibility. After all, time and again thought leaders and organizations all the way up to the United Nations have deemed the Internet a basic human right. Making it fully accessible to everyone at any time seemed like a logical next step.

But as with many projections at that scale, it was too good to be true. Due to poor reporting by the Washington Post and poorer interpretation and research done by web journalists who pushed it to their own readers, too good to be true turned out to be just that. The Post was actually covering a part of the White Spaces proposal that has been in circuit since 2008, which speaks to the unused bands of spectrum each television channel controls. The frequencies can transmit further than WiFi, and talks have been made about doing something with these bands, but certainly not now. To say the least, it’s an embarrassing error for the Washington Post.

But what if free Internet could be provided? What would be the implications? The most obvious would be the massive hit to Internet Service Providers, who would lose a massive chunk of revenue. Or would they partner up to offer the service, and if so, who would pay them? What if a company like Google, which already has established an area of free WiFi, extends their networks? Would the user mind communications loaded down by ads, or connecting through a specific account—in this case Gmail for Google?

In any case, for the country to reach the height of technological advancement it so desperately wants, unlimited Wi-Fi reached from anywhere is something that may have to become a reality. Even with a unanimous go-ahead among concerned parties, a few years would have to be invested into network and set-up, so it surely wouldn’t be an instantaneous flip of the switch.

There’s certainly a lot of pull and tug on the issue and an endless list of things the endeavor would affect. One thing can be counted on, though: should a free countrywide network is set up, it will definitely not be a decision that seemingly came out of nowhere.

Author: Zack Smith

Precious Privacy

Where has our precious privacy gone? With the advent of texting, tweeting, Facebook, and Instagram—to name a few social platforms—we journalize to the public from the time we wake up until we’re nodding off at night. Is it so important to publicize what I had for lunch or my opinion of the latest movie release? Maybe not, but sharing my opinions and thoughts with my immediate friends is important, and I likewise value their opinions, admittedly more than those of the 4,000+ Facebook followers who don’t really know or understand me.

I have a prediction for the future: Generations to come will go to great lengths to regain the privacy we have given away so freely. Let’s face the fact that corporations like Facebook and Google have more images and content from our private lives than we would prefer. Privacy is a precious commodity that we protect and value. Online discussions of personal medical issues, for example, can detrimentally affect one’s professional future. Photos from one’s sixteenth birthday night—or from a fraternity party otherwise forgotten by all attendees—could show up on a potential employer’s background check and be taken out of context. Even the sister of Facebook founder Mark Zuckerberg recently cried foul after some photos she posted on a Facebook page she thought was private somehow propagated through the blogosphere.

Privacy settings are a moving target and porous at best on any given day. Anything we post on a social site is a published document that will outlive all of us. We need to remember that and be more prudent in what we put out there. The intimate details of our lives should be known only by us and our close friends and loved ones.

Author: Donald O’Connell

Augmented Reality and Print

Too often we look at digital technology tools and say, “Uh oh, this will be another nail in the coffin for print.” Some of these tools clearly create alternatives to print, but other emerging technologies are creating exciting opportunities for print.

One such technology is augmented reality (AR), and it is fast becoming one of the more exciting digital technologies used to enhance printed communications. AR is best thought of as an overlay technology used to enhance reality. Computer-generated images and data are used to augment the reality of what you see––often through mobile devices.

There are two types of AR: geolocation-based and vision-based. Geolocation-based AR uses GPS and compass-based tools to point out particular areas of interest. Vision-based AR uses similar tools to create an interactive experience connected to the image or data. Both can powerfully enhance an experience.

How does this relate to print, you ask? Think about a publication where the person on the cover begins to talk to you. Think about a photo of a boat advertisement that begins to sail off into the sunset. Or how about that steak ad that begins to sizzle in front of your eyes?

Strong words and images have long carried very high advertising value. Just imagine what value AR would add. If a picture tells a thousand words, an AR experience increases that value tenfold.

The marketing and branding opportunities are endless, but what about operational solutions? Have you ever had trouble reading the instruction booklet for assembling a barbecue grill? Wouldn’t it be nice to scan that booklet with your phone and see a 3-D animated display of the grill coming together? Or in retail, wouldn’t it be nice to have a sales clerk scan a box to animate what the contents look like once they are assembled? How about using language translations to help non-English-speaking citizens complete an important form or document that qualifies them for some benefit?

Using geolocation-based technology, marketers are exploring how they can make AR a “personal” experience that targets individual preferences. Just as no two Google search results are alike, each AR experience could be unique. Google analyzes your searches and interests to the point where it provides search results that are targeted to you. Geolocation-based AR can provide targeted AR to you in a similar way.

If you’re using Foursquare to track your interests and movements, a geolocated AR experience can use that data to provide you with an experience that lives within your Foursquare data. For instance, if you are a music enthusiast who frequents jazz clubs in NYC, your AR scan of an entertainment magazine might point you to the upcoming jazz schedules at your favorite spots.

The vehicles most used to link AR to print are mobile devices, and it’s important for marketers to embrace mobile technology in a way that supports user preferences. Mobile devices have become the de facto curators of digital assets across a spectrum including business, communications, and entertainment.

Marketers who adopt this technology and find creative uses for it will emerge as thought leaders and create points of distinction for themselves. They will continue to add value to the marketing communications equation and avoid commoditizing themselves. The printed product should no longer be thought of as a “product” but rather as an integrated solution to a communication challenge.

Author: Robert O’Connell

Stay Together for the Followers

If you’re a part of the social stratosphere, you’ve probably heard that Twitter and Instagram underwent a pretty significant relationship shift in the past two weeks. After being acquired by Facebook, the social photography app seems to be a child in the middle of a tumultuous divorce. Although it was only a matter of time before Facebook and Twitter started sparring with each other, we now must confront some issues:

1. This seems to be the first time in the world of social media when the consumer is not being considered. Social media has always been praised for its integration and ability to play well with others, thriving on sharing content across networks in an efficient and seamless matter. Of the newer social networks, Instagram relied on other websites to promote its users’ images, contributing to the content already established there. Taking away Instagram’s image-viewing card from Twitter so that users have to access their photos on a website with considerably less traffic seems illogical. However Instagram CEO Kevin Systrom cites the reason for removing the card is to drive traffic back to Instagram. Although parent company Facebook is not said to have made this decision, the timing of the release of new Instagram web profiles a few weeks ago and the fact that you can still view Instagram images on Facebook suggest otherwise.
2. To quote the band Flobots, “There is a war going on for your mind.” The two social giants are starting to have a very public battle about which is the better social network. Facebook’s acquisition of Instagram and easier integration with Foursquare is fighting against Twitter and its new integration with Pinterest. The removal of Instagram from Twitter tells us that eventually a side will have to be chosen––classic vanilla or chocolate, Apple or PC. Google+ and YouTube aside, all the major players are beginning to be drawn to the battlefield. Ultimately, this defeats the purpose of social media. The social world works best with clean interactions across multiple channels.
3. Everyone has been talking about using social media for business. It is now becoming clearer that social media is the business. The mindset started to become obvious after Facebook went public. Although its opening act in the market was less than desirable, Facebook has steadily climbed and tried to reposition itself. However, with that climb comes the problem of becoming a public business. Seemingly overnight, the focus goes from what consumers want to what investors want. The people of social media are losing their voice, as was evident in the failure of Facebook’s user base to rack up enough votes to be counted (30% of the users must weigh in), resulting in all users losing the right to vote on Facebook policies.

The causes of these tremors of change are still not apparent, although speculations can be made all day. It’s safe to say that no matter what, the social environment will go through a significant adjustment in 2013. Which then brings up two questions that can’t be answered:

What is going to happen to social media in 2013?

And, more important, how will social media’s new business mind-set affect users?

Author: Zack Smith

Color in the Ad

A lot can be said about a good brand. A brand is instantly recognized, assures customers of product quality, and solidifies customer loyalty. Some brands are founded on logos, others on catchphrases, and still others on mascots. All of these brands have their own colors that are immediately recognizable and are often the first connection a consumer makes to the brand. But what happens when your brand is color? Does it get harder when the product you’re trying to sell uses color for its marketing concept? Doesn’t look like it for these three companies:

Kool-Aid

Image from Adweek.com

Kool-Aid is that sugary drink that you definitely had as a kid (and may still enjoy from time to time now). Why do I know you drank it as a kid? Because you were its target demographic, and the company got you to drink its product by selling you something very specific. Adweek posted an article last month showing the history of Kool-Aid’s advertisements, and they all have one thing in common: they never seem to mention taste but always highlight how colorful and happy the drinks are. This is ingenious, because who wouldn’t want a tall glass of the deepest royal purple or of the brightest summer-grass green? You know your twelve-year-old self certainly did.

Skittles

Have you seen Skittles ads? They don’t want you to just “Taste the Rainbow.” They want to make sure you know they are the rainbow. Skittles has been putting all its effort into marketing to the social generation, because they are the new youth. This recent campaign uses clever text describing the experience of eating Skittles along with bright, colorful, and captivating imagery. Skittles ads are always image-heavy, with a rainbow motif mixed in. And more likely than not, you think of Skittles every time you see a rainbow.

Apple

All right, I admit that Apple’s brand isn’t based solely on color. But every product normally gets a color campaign at some point. Remember the iMacs? Those candy-shaded desktops were made to be customizable to you, in whatever color fit your personality. Later on, the iPod’s iconic silhouette commercials featured Technicolor dance parties. Even though the iPod was made for everyone, it was going to bring you joy and happiness so you could be like the silhouette. Now, the latest ad from Apple (above) presents the new iPod and iPod nano.  Although thinner, smaller, and with more capabilities than before, the key feature here is color. Bouncing all around, the iPods come in a wide range of colors, so pick the one that helps you express yourself. Brilliant.

You can go into color psychology, brand recognition, or any number of reasons why color is important to ad campaigns, but at the end of the day, the bright, shiny colors are attractive and you want it. Color is just as much a selling point as device capabilities or the taste of food (and might even overshadow more important features). So experiment with color, and sell it as a commodity. It’s one of the most valuable ones you have.

Facebook View Tags Enter Marketing Metrics

Last week, Facebook announced its “View Tag” function for advertisers. As with any normal Facebook announcement, users got upset, crying out that Big Brother just climbed up another rung on the surveillance ladder. But if you think about it, this is not only a logical step for advertising and marketing metrics, but also what mass marketers of yore would have given anything for.

Facebook’s View Tag allows ads to drop cookies once they make an “impression”––in other words, once you have seen the ad. Then, should you purchase the item advertised at a later date, the cookie will tag that date and report back to the advertiser. This is different from a pay-per-click ad, which requires a deeper dive into the product and a call to action.

This also allows advertisers to track a much more organic and human way of surfing the Internet. Very rarely do you search for a product and then buy it after that initial search. Research is vital in the online marketplace, and it can take weeks to finally make a decision. This cookie now gives a measurable success rate apart from clicks. This is the technology that billboard believers and coupon distributors have wanted their entire lives.

So what are the implications? Well, advertisers will be able to market even more directly to your wants and needs but will also be able to reward you for your purchases long after the initial impression. The line of communication has opened a little more, and the online marketplace is now a bit more personal. It will also be interesting to see how successful and well received this is, if it will be adopted by search-engine advertising like Google AdWords, and how pay-per-click campaigns will be affected as a whole.

Author: Zachary Smith

Esquire and Netpage Partner for Augmented Reality Edition

Who says print is old hat?

Esquire magazine has always tried to do its part to bridge the seemingly enormous gap between old and new media. The December issue is no different.

Partnering with new magazine app Netpage, Esquire is able to offer some of the same interactivity that its iPad version offers. At first glance, Netpage acts as an augmented reality app, allowing Bradley Cooper to speak to you from the cover for a few seconds. But the real meat of the app allows you to clip, save, and share every page in the magazine. Any ad, photo, or story can be saved in your Netpage account as a high-resolution, interactive PDF.

So how is it different from taking a picture and saving it to your phone? First and foremost, all links, videos, and other interactive elements are still interactive, allowing you to buy products from ads or watch a video paired with a story. Second, you never actually take a picture. Your camera acts as a scanner, and the app references a digital duplicate that matches the scan. The scan doesn’t take up additional space on your phone and is saved in the cloud for later use.

The caveat for Netpage is that it must partner with other magazines in order for this app to be more widely used. Currently, the app works only on this issue of Esquire. Because there are no barcodes leading to websites but rather images that are being referenced, this app can’t work with any given magazine. On the other side of the partnership, Esquire has tried using augmented reality a few times in the past, famously with the Robert Downey Jr. edition in 2009, but has always recorded far fewer interactions than expected, normally less than 10% of its readership. Augmented reality has been a bit tricky to get off the ground, but it’s slowly becoming a part of the average techie’s lifestyle. The more publicity augmented reality garners, the more accepted it will become.

There is no saying if Netpage will yield any better results for Esquire, but one thing is for sure: This is the first time an augmented-reality edition of Esquire has been thrust into the public eye since 2009, and this time many more people seem to be paying attention. The ability to capture pages for later consumption and to push those pages to your social audiences moves AR into a friendlier place in the current media landscape.

If nothing else, Netpage has done an impressive job of giving the print edition of Esquire the additional material to keep up with the mobile-evolving world. To try the app for yourself, purchase the December issue of Esquire and download the free Netpage app here:

https://itunes.apple.com/us/app/netpage-the-magazine-app/id562168829

Author: Zack Smith

Generation Friend

Drawing lines between social generations has become increasingly difficult. Advances in technology, beginning in the early eighties, have created overlapping layers of individuals who fall into multiple cultural generations. These generations are now more likely to be determined by personality traits combined with birth dates, rather than by age alone. I myself am an Eighties Baby (1983, to be exact) and fall on the line between the end of Generation X and the beginning of Generation Y. Additionally, I was part of a new generation of children who saw the full evolution of video games, from Atari and Nintendo (16 bit) to PS3, Xbox 360, and now the long-anticipated Wii U.

The time has come to usher in a new cultural distinction, one that has developed recently and will span many social generations: I call it Generation Friend. Before I go any further, I’d like you to ask yourself the following questions (and welcome you to post your answers in the comments section below):

• Have you sent a Friend request in the past month?
• Do you have more than 100 Friends on Facebook?
• Have you searched for a Friend this month?
• Have you used the term “Facebook Friend” within the past month?

I answered yes to three out of the four questions (and that’s only because of a Friend cleanup that I recently performed).

Getting back to my main point, I came to this new social distinction recently, after I referred to my brother as a “Friend on Facebook.” This got me thinking: Has Facebook cheapened the meaning of “Friend”? In short, my answer is no. To be fair, Facebook allows users to categorize their friends very precisely. Even though Facebook only recently offered this option in response to Google +, LinkedIn has been letting users categorize their connections from the beginning.

Facebook, just like email, music, and pictures, requires a user to invest time to keep it organized and up to date. We’ve all gone through the Friend-request binges that have led to a bloated list of Friends, but it’s time to roll up the sleeves and cut the loose Friends—err—strings. Maybe Facebook will evolve over time and become intuitive enough to categorize connections by the type of interaction, frequency of interaction, the amount of pictures you’re “tagged” in, and by shared connections. Until then, it’s up to you to de-friend the ex, an old roommate from college, or the person you met in line yesterday at Starbucks.

Author: Michael Hiney

Neuromarketing: What Makes Your Customer Light Up…Literally

Neuromarketing is a relatively new branch of market research which utilizes brain imaging technology to record and analyze customers’ psychological responses to various marketing stimuli. While there are many arguments criticizing both the validity of the science and its ethical implications, this should be seen as a golden opportunity for marketers to build branding that is in tune with the customer psyche.

The Technology: How it Works

Before looking at what it can do, let’s break it down and see how it works. There are three techniques at the center of neuromarketing that, when combined, paint a picture of the consumer mind: fMRI, QEEG, and MEG.

Functional Magnetic Resonance Imaging (fMRI) is a technology that is used to monitor normal brain function and provides insight into how the brain reacts to stimuli such as language, pain, and emotion. It is best used to illustrate changes in the regions of the brain and is most notably known for adding brain imaging to the beloved Pepsi Challenge, in which subjects blindly taste Coke and Pepsi and indicate which they prefer. The fMRI added a twist by showing that when customers were unaware of which brand they were tasting, both Coke and Pepsi lit up the reward center of the brain. However, when they became brand- aware, the centers of memory and emotion processing illuminated. This indicated that the taste of both products fills the reward role, but it is the brand that appeals to emotion and thus the purchasing decision.

Quantitative Electroencephalography (QEEG) is a more statistically based method used to monitor brain patterns. It records electronic patterns on the surface of the scalp, converts and records the information onto a computer, and compares large populations of individuals. It is more suited to observing the customers’ minds where it matters most: when they are in stores making their decisions. QEEG is used to watch the brain as a customer is exposed to different advertisements, drives a new car, and even receives an unexpected freebie while shopping. It is noninvasive and provides easily comparable data.

Magnetoencephalography (MEG) provides its value in psychology by being able to measure brain activity by the millisecond and provide data in small- time intervals. Out of all the techniques, MEG is used the least in neuromarketing. Its most noteworthy contribution is finding that the emotion processing portion of the brain only lit up when customers observed brands in their comfort zones in a virtual super- market.

The Implications: Threat or Opportunity?

Now that we have the “how,” we move into the “if we should” aspect of neuromarketing. The ability to watch the psychological impact of marketing has been criticized by both the scientific community as well as those concerned with ethics in business.  There is a fear that the ability to see advertising at a neurological level will lead to the manipulation, or even mind control, of customers and be a gross violation of their privacy.

Rather than focus on the potential for malicious use, however, this should, instead, be seen as a golden opportunity to rebuild brands based on what customers actually respond to and what literally makes them “light up.” By gaining so much insight into what stimuli creates meaningful and emotional impressions on customers, companies would be able to build brands using that stimuli, meeting  and exceeding expectations at the neurological level. Drilling down, this will enable companies to find more effective ways to communicate their marketing messages, instead of using resources to create noise that is expensive to produce and a hassle for customers to watch.

It is important to note that the neuromarketing concept is by no means a new or perfect science -scientists and marketers have dabbled in mind mapping with advertising for a number of years. Advances in technology, however, are at the crux of the push to expand this field as they allow more portability and versatility in what researchers can actually see.

Author: Natacha Arora

Twitter Keeping Everyone Connected, Despite Sandy’s Best Efforts

Whenever I have to justify to others the utility of Twitter, I usually land somewhere in the “think of it as a global newsfeed” explanation. I am then normally countered with the very understandable “that’s what I have TV and the Internet for.” Hurricane Sandy, devastating to some areas here in New York City, has finally offered a valid rebuttal. What happens when your TV and Internet disappear?

With the recent power loss here in New York City, all those informational outlets short-circuited. For the first time in a long time, parts of one of the most populated cities in the world were cut off from everyone else. If you happened to have an Internet connection, however, you noticed the social world was keeping everyone informed.

The Pew Research Center analyzed Twitter activity during Hurricane Sandy between October 29 and October 31, when over 50% of related tweets were news and documentation of the disaster. News sources eventually caught on, and instead of broadcasting breaking news, pushed all information to their connections on social media, which then continued along the social web of connections. In the past, a disaster like this could have cut people out completely. But Twitter pulled through when almost everything else failed to deliver.

Other social channels also saw an influx of activity during the storm, with Facebook being used to make sure friends and family were safe and Instagram being used to document and share people’s experiences. One of Facebook’s most posted phrases was “We are ok,” while Instagram experienced its most shared event yet, with over 800,000 photos documenting the storm with the hashtag #Sandy.

Although the cause was unfortunate, it’s interesting to see how the tide to social media changed when almost everything else went under. Hopefully, users will realize that social media can be a viable means of conveying information and news, not just tools for chitchatting and networking. As with any other aspect of technology, social media can be useful––it’s just a matter of using them for your own needs. The hurricane shed some light on the situation, and there may be a shift in the way news is delivered on the horizon.

Author: Zack Smith

Why Does Google Doodle?

I recently discovered the free GDoodle app, which documents every single Google Doodle ever created. Serving the same function as google.com/doodles, it is an archive of every doodle conceived to date. Besides being something to waste a couple of hours on, it’s a living museum of Google’s growth from a small search engine breaking into the market to the technology giant of today. Looking at the first Doodle, a small stick figure behind the second “o” (which appeared in 1998 when Google co-founders went to Burning Man), and continuing on to the more interactive and engaging Doodles of today (remember playing Pac-Man on a Doodle?), I’ve come to realize how influential these Doodles are.

Google Doodles are usually appealing to all audiences, whether they understand the reference or not. Doodles are conceived by both staff members and users who submit ideas they would like to see highlighted on the search engine megastar. A lot of time and effort is put into researching and developing the ideas, which are sometimes completed in less then 24 hours.

But why does Google Doodle? Turns out, for a couple of reasons. First, it reminds users that Google is always in the know, keeping up with current events. During the Olympics, Google releases Doodles for multiple events throughout the global competition, congratulating winners and highlighting events. In what may be the most impressive story to date on Doodle production, there was the four-hour turnaround when news of water on the moon broke out, as Google doodled what hadn’t even been published in print yet.

The Doodles also showcase the Google’s technical adeptness. The very first animated Google Doodle was in 2010, celebrating Isaac Newton’s birthday. A simple apple falling was the animation, but while most of us would have used Flash to make this, Google used JavaScript and regular code. Although the majority of us were unaware of this at the time, this marked the beginning of Flash’s uphill battle to keep its place on the Internet.

Google can also use its Google Doodles to draw attention to its own new features, like the Google Instant movement-aware bubbles, which foreshadowed Google’s then-new feature of completing words before you typed them, an attempt to guess what you were searching for. Additionally, it marked Google’s first pass at coding in HTML5, picking up where it left off with its JavaScript Doodle only months earlier. More recently, if you clicked on the recent Herman Melville Doodle, you were directed to the updated Google Knowledge Graph Carousel, Google’s “related search” technology.

But ultimately, the Google Doodle is an answer to the age-old question, “How do I get the customer to keep coming back?” Although Google accounts for more than 6% of total web traffic, staring at the same logo every day becomes tiresome. So by 2000, Google started making more Doodles, mostly around holidays. It also filed a patent for “Systems and Methods for Enticing Users to a Web Site.” That patent was granted in 2011.

So why does Google doodle? Among other reasons, for self-promotion, experimentation, and to get you coming back. Because we all know that when that next Doodle comes up, you will most likely go look at it, even if you have nothing to search for at the moment. Completely successful marketing.

Author: Zack Smith

 

QR Codes – Mandate!

You have recently fallen in love. You do what all new couples do: watch movies, cook together, shop together, go out to eat…

How many times have you and your loved one browsed the streets, trying to find a great place to eat? In this economy we always try to get our money’s worth and at the same time prefer highly rated restaurants. Good food, a clean environment, great prices––this all matters. And the inspection grade posted on the window doesn’t always reveal enough information (at least if that grade is not an A).

How many times have the two of you walked around the city avoiding street sides or even blocks because of scaffolding, worrying about safety?

You love your partner so much that you want to get his name tattooed on your body. Think of all your friends who have picked a tattoo artist through word of mouth, without knowing whether the person has a real permit or not. That person may be great, but it’s important to feel safe, having trust based on credentials as well as artistic ability.

Let’s say you and your partner got married and have a beautiful girl together. Do you remember all those hours spent discussing your child’s day care center? You want to be able to go to work knowing your child is in good hands. A good feeling is not enough. You want to know that the day care provider is licensed for the job before leaving your baby with a stranger for the next eight hours.

Well, I have good news for anyone who has ever thought about these things: The New York City Council has approved a law (which will most likely take effect next fall) requiring every city agency that has inspection, permit, license, or registration information online to add QR codes, which link to more extensive information, to the physical documents that are posted in windows, at construction sites, etc. Agencies that do not post information online are obliged to do so by 2016. You’ll soon be able to learn a lot with just a quick phone scan.

Long live the smartphone!! Click here to read more. Thoughts?

Author: Marina Kaljaj

Cutting Through the Marketing Noise

How many of you have signed up for a credit card or a discount site just to save that extra dollar on a purchase, only to regret it the next morning when the spam––sorry––marketing campaign begins? Every search, purchase, “like,” download, post, and check-in is captured and analyzed so that companies can effectively and efficiently market their brands to targeted audiences. For the consumer, this means tens (if not hundreds) of emails each day, sponsored links on Facebook timelines, ads in apps, and strategically placed advertisements in both web pages and search results.

From a consumer standpoint, every day is a battle of the spam. I have gone to great lengths to limit my exposure to the onslaught of marketing campaigns. I do not “like” or follow companies/brands on social media, I filter all my emails, I fast-forward through commercials on my DVR, I browse incognito and frequently clear my history, cookies, and cache. I’ve even gone as far as setting up a new email account to escape the plethora of junk email from various sites and promotions that I signed up for.

This week, I came across an advertisement that caught me by surprise. I’ve gone back to the advertisement about a dozen times and have shared it with my coworkers and family. The advertisement was for Avis, and the advertising was done brilliantly. I was reading one of my favorite magazines on my iPad when I came to the dreaded “advertising spread.” Here is the moment that, with one swift swipe of a finger, I would turn the page and move on to reading another article. Something strange happened: The advertisement was shaking on the screen with the big, bright words “SHAKE ME” at the bottom.

I suddenly had the urge to shake my iPad, just to see what would happen. To my dismay, the error message (below) popped up, as I was in a PATH station without a Wi-Fi connection––fail.

While on the train, all I could think of was what would happen next!! As soon as I reached my stop, I hurried out of the station, headed to the first Starbucks I could find, and started shaking my iPad furiously. What happened next was a bit disappointing: The car turned into a room, and I could keep shaking my iPad to change the setting to a different room (three options in all). There was a link that I could click on to customize my room of choice, but I suddenly didn’t have the urge to invest additional time into the advertisement.

On a positive note, this is a perfect example of a company being able to “cut through the noise.” There was no QR code, no link, no survey––just a simple statement that tickled my curiosity. This advertisement, however, did have some flaws. First, the entire interaction relies on the user being connected to the Internet. Even though I was intrigued enough to run to the nearest Starbucks, there could be as many (or more) users who were deterred and wouldn’t shake again. Secondly, the concept was better than the message that was delivered. Maybe this was intentional, but the only thing I can remember from the ad besides the “Shake Me” is the car morphing into a room, which still befuddles me today. Either way, the advertising worked as planned. Avis is now permanently branded (pun intended) into my head and I have shared this ad with anyone who would listen.

Now onto what matters … Analytics!!!

This advertisement is a prime of example of interactive advertising that was made possible by the gyroscope and accelerometer technology built into the iPad. A study performed by the Interactive Advertising Bureau found a direct correlation between the effectiveness of an ad and the type of mobile advertising utilized (static, animated or interactive). Interactive ads were most frequently considered engaging, innovative, and memorable. Not surprisingly, interactive ads were found to be both the least boring and the least ordinary (see chart below). Reading the study reaffirmed my belief in the effectiveness of the Avis advertisement.

Image from Internet Advertising Bureau UK (iab)

For now, the marketing directors have won. I will continue to be intrigued by interactive advertisements. So if you see me walking on the street or around the office shaking my iPad, do not fret. I haven’t gone mad––I’m either using my iPad as an Etch A Sketch or I am testing out the latest “Shake Me” ad! Let’s just hope I have a Wi-Fi connection to view it!

Author: Michael Hiney

Absolut Unique!

How do you get your product or service to stand out in today’s advertising clutter? There really are no specific rules, but here are some things to have in mind when creating an ad:

•  Try being unique (shoot for a completely original idea––an eye-catching image works well in most cases).

• Make sure the viewer wants to read the headline followed by the deeper description of the product or service offered.

• Make the viewer laugh.

• Strive to appeal to the viewer’s emotions (e.g., “You might forget him, but you won’t forget the way he made you feel”).

• Place ads in unusual settings.

Can you think of a brand whose advertising worked or that you really appreciated or liked?

Absolut Vodka! I love their advertising. Don’t get me wrong––it’s not because I love to drink. Rather, the clever (and beautiful) execution always makes me stop and look. Here is a selection of Absolut Vodka ads published in the last 20 to30 years:

Aren’t they just fantastic?! There is perfect storytelling in each ad––it’s hard for me to pick a favorite. And even though I am a wine drinker, these ads definitely make me want to have a vodka shot. Shall I go for Absolut Venice or Absolut Paradise? Ah … such a dilemma! If these were my only life questions…

With that said, we come to Absolut Vodka’s latest attempt to attract attention. This time Absolut Vodka decided to do something quite different (and I can only imagine how costly): distribute about 4 million unique vodka bottles across the world. Pretty impressive, if you ask me. Absolut Unique! Now you can select your very own vodka bottle to match your new set of plates. Or to match your shirt or makeup! Maybe your puppy will wear a matching bow for the housewarming party you’ll be throwing next month. Endless creativity. Such a great concept. Playful, fun, chic. Jonas Tåhlin, Vice President of Global Marketing at The Absolut Company describes the campaign as “a bit ‘mad scientist,’ a bit street art.”

Take a look and let us know what you think of Absolut’s advertising approach:

Shall we have a drink?

Author: Marina Kaljaj

Miami Girl with Down syndrome Helps Change the Perception of Her Condition

I’m sure you have seen people who have Down syndrome, or at least know what Down syndrome is. More than 400.000 people in the U.S. have this condition. People with Down syndrome may appear physically slightly different, and tend to encounter medical problems that, with treatment, are usually solved. Kids with Down syndrome need additional help learning, and require more time/patience with some developmental skills. However, these children can improve massively if stimulation is provided in their early days, when they are babies and toddlers. The earlier they start with therapies (occupational, physical, and speech), the healthier and happier the kids will be. This will allow them to attend regular schools, socialize, and live an independent life as adults. The fact is that people with Down syndrome are just as lovable and viable as others, and deserve the same chance. They bring unique lessons to all those around them, and with perseverance they achieve their goals; they are actors (Lauren Potter on Glee), own their businesses (Tim Harris), and even teach school (Pablo Pineda)!

When Valentina Guerrero (a 10-month-old Miami girl with Down syndrome) was born, her mom— Cecilia Elizalde, a good friend of mine— said: “I made it my life’s mission to change the perception of Down syndrome, and show others the real gift that Down syndrome people bring to the world: wisdom.” Cecilia worked hard, and her dreams started coming true. An executive from the Spanish swimwear designer Dolores Cortés fell in love with beautiful Valentina the very first time she saw her. It was decided pretty much on the spot that Valentina had to be the main model of their DC Kids USA 2013 campaign! The rest is history. Take a look at an Ad Week article for more info: http://www.adweek.com/adfreak/miami-girl-down-syndrome-face-swimwear-ad-campaign-142122

Cecilia elaborates: “I myself couldn’t have thought of a better way to start our life campaign than through the fashion world. We live in a society largely guided by appearances, and Dolores Cortés opened the perfect door for us to start delivering our message: through the fashion industry! The Internet and social media have played an essential role in our campaign. International media (in Europe, Australia, Africa, South America, etc.) have published our story because they read it online or heard it through a friend on Facebook or Twitter.

What a great step in learning and accepting the ones with disabilities as part of everyday society! As Cecilia says: “All children deserve the same opportunities, regardless of their physical, economic, social, racial or medical condition.”

I’m certainly a proud friend of Valentina’s parents, Cecilia and Juan. What are your thoughts on this topic?

Author: Marina Kaljaj

Social Media Mistakes

Have you ever sent an email to your coworker Tom, realizing after you hit SEND that it’s the wrong Tom you sent it to? Disaster. Now imagine doing something like that on your social media site. Whether you post the wrong thing or post it to the wrong audience, its impact will be much bigger. Have you heard of the Starbucks fiasco? A tweet was sent out by Starbucks Ireland asking its followers why are they proud to be British. It’s a simple mistake that traveled a long way. Kenneth Cole used the uprising in Cairo to promote his new clothing line by tweeting: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at…” People were shocked. Motrin posted a video of mothers “wearing babies” as a painful experience, promoting Motrin as a solution to this. Moms were not too thrilled after viewing the video, firing back that carrying babies is actually joyful.

As you most likely know, technology and social media can be our best friends, but they can also be quite the opposite if used improperly.

Follow the link below to read ad agency executive and AdAge contributor Seth Simonds’s take on five ways marketers ruin social campaigns.

What’s the latest social media mistake you’ve encountered?

Author: Marina Kaljaj

6 Train Ad Wrap – NEW for the MTA!

Have you seen/ridden the 6 train lately? The latest and greatest from the MTA’s advertising department is the 6 train ad wrap.

Subway wrap advertising can be a great way to reach an extensive cross section of consumers. As with everything else, subway wrap advertising has its advantages and disadvantages. From a positive perspective, subway wraps are a great idea, as they do stand out and people will most likely remember them. They definitely have the potential to cut through the ad clutter. People will most likely talk about the wrap, creating buzz, and a lot of people ride the subway on a daily basis. Surely it’s not just about the number of people riding the subway, though, but also about hitting the right demographic with the messaging. That is one of the challenges. Also, subway wraps can be seen as an invasion of commercialism, creating a negative vibe, but as I said, there will always be potential drawbacks.

I’ve seen the shuttle train between Grand Central and Times Square wrapped in various advertisements before, but never the 6 train. A few days ago I stepped into a 6 train fully wrapped in Swatch ads, and I must admit, it grabbed my attention. Not because I thought it looked amazing or breathtaking or made me run to the Swatch store. I simply found it cool. Refreshing. Out of the norm. Colorful. Fun. Made me smile. And I am positive someone in that full train car must have gotten a new Swatch by now. Now that I think of it, my cell phone has been my “watch” for the last ten years. Do people really buy watches as they used to?!

New Yorkers are pretty opinionated. Let’s see some comments they have made online about the 6 train ad wrap:

I has constantly amazed me that the MTA hasn’t already done this system-wide instead of hiking fares every few months.

yes, please mta – ads everywhere, we don’t care. anything you can do to make some extra money so these fare hikes/service cuts stop

I came to say this. I really do not care about the ads. Most of them are surprisingly well done and don’t bother me at all. More ads and less fare hikes please!

As long as it’s not a subway sized ad with Dr. Zizmor’s face I’m all for it.

When it comes to adverts on the subway, it’s not so bad here. You haven’t seen anything until you’ve been to some Asian countries. It’s advertisement overload.

I don’t mind this at all, especially if it actually provides revenue. It looks sort of… modern.

Good. I don’t know why they didn’t do this years, decades, ago. Now let’s wrap all the trains on all the lines in ads. Make some money & stop raising fares.

WOW I LIKE IT!!!!!!!!!!!!!

Bad move… Now watch the graffiti artists go back to work thinking that the MTA thinks it’s ok to paint subway cars… Geeze MTA you are soo smart…

it’s all about $$.

Ugly.

From a distance, it kind of looks like what the subway cars used to look like back in the 70s and 80s.

I don’t care how many ads (or even graffitti) you allow on as long as the trains run ON TIME for a change and I don’t have to pay even more than we’re already paying. Not having to wait 30mins for a bus in Bklyn (for the people who use them) would be nice too. So go ahead and sell out, but get your ship together while you’re at it.

2011 and back to the 80’s type graffitti trains AGAIN>>……. do i really freaking want to see Ad’s on the outside of the train ….NOT!

Cool

Very cute…I was on it yesterday

Yei thats so Cool all tohough the graffiti ones looks cooler cuz they represente NYC =D

I like the idea. The more money that they raise through ads, the less they have to raise the fare.

new york is the best 🙂

It just LOOKS tacky!

That is awesome. It’s a breath of fresh and colorful air. Bring it on. Wrap ’em with color!

more moving ad wraps are neccesary and will make the subway cars not dull.

Fantastic! How long will this last? Great idea for revenue. Very well done.

Seriously though, anything that is different to look at (advertising most certainly counts) and ads revenue is fine with me.

I love it! I rode on that train going to work yesterday morning and the colors are great and work on that 6 train. I hope the MTA does this to more trains in the system as the year continues on and they need to wrap the buses too. They’ll make even more money that way, especially if it brings in more revenue to the system and keeps th fares down a bit and keeps service in place.

I just love the swatch train….somehow it gives you a lift in the morning to see all the bright colors….the MTA should continue to wrap the trains and also the buses this way they can stop constantly harassing us for more money…unfortunately, the MTA would probably waste the proceeds as they usually do….

Yes. It’s a brilliant idea to use a subway train to advertise your timepieces. Because the subways in New York run like clockwork.

This is ridiculous, honestly. Why does it take so much time just to wrap another train? If MTA is really so cash starved, then wrap every darned subway car all the time and generate real revenue. And do it right now. This is such a non-big deal that they are still ‘experimenting’ after all the previous ‘successful’ (I would guess) ad placements.

Remember their stupid idea of covering the windows in wrap instead of the car bodies?

They’re not that cash hungry after all…

In an interview a few years ago, Zizmor said he barely gets new clientele from the subway nowadays – he keeps advertising because otherwise his clients would think he’s retired.

Tough crowd out there. What do You think of the subway wrap advertising?

Author: Marina Kaljaj

Memorial Day Marketing Ideas

Memorial Day is Monday, May 28.

What’s the first thing that comes to your mind when you think Memorial Day weekend? The beach, barbecues, suntanning, relaxing … and shopping! Memorial Day weekend is one of the biggest shopping weekends of the year. It’s important retailers take advantage of this timing. But to sell more, retailers must understand their consumers and know what they are looking for. So what do people want to do for Memorial Day weekend? Go on a beach getaway (that’s what I’m doing), host a house party, fix things around the apartment, visit a relative who lives three hours away, get pampered at a spa, go to a barbecue party, spend the day fishing, check out the latest technology gadgets––maybe it’s your last weekend before you start your carb-free summer diet, so you’d like to go out for a great meal and really indulge. No matter what, it all involves spending money: the flights, the hotel, the car rental, food, gas, gifts for the host, the massage, the facial, the latest iPad, the lobster dish followed by chocolate mousse…

Once you know where your customers will be, target them with special promotions. People love good deals, such as “buy one, get one free” or “spend $35 and you’ll get a free beach bag.” Store displays should be happy, colorful, and inviting and should create sense of urgency. Say something like: “Your friend might be enjoying a piña colada in Islamorada, but you get to take home the latest Betsey Johnson bathing suit––NOW, for only $$$!” Or how about rewarding all your Facebook and Twitter followers? Drag them into the store. Give them something. They will love you for it!

What are you doing this Memorial Day weekend? Any special deals you’ve gotten so far?

Author: Marina Kaljaj

Ideas Worth Sharing – How TED Can Help You

This past Thursday I had the opportunity to attend a Direct Marketing Club of New York luncheon held at the Yale Club. It was really an honor to hear a few industry leaders discuss the knowledge and insight they have accrued over their many years.

Patrick Fultz, President and CCO of DM Creative Group, claims to read––on average––three hours of industry-related material per day. I won’t question the veracity of his statement but instead extend my kudos for finding the time. As for the rest of us, it seems nearly impossible to keep up with day-to-day work and also find time to learn about the world outside our soul-sucking pod-o’-death cubicles.

If you’re lucky enough to work in a profession you have a passion for and yet rarely have time to keep up with what that industry is doing, you really are missing out. The operational mundanity of our daily tasks takes the wind right out of our creative sails. It’s sad if you think about it.

TEDTalks hope to inspire. And while it’s hard to find the time, if you can, I recommend you check out some of these amazing presentations. These talks help remind me why I’m in marketing. But more than that, you can find awe-inspiring talks about topics you never knew existed. It’s incredibly fascinating and impossible to describe here. Instead, here are a few must-watch marketing and advertising talks that may apply to those reading this post.

Wanna understand more clearly how Apple does what it does so well? Wanna know how to make your business generate more revenue and sell better products? “The Golden Circle” by Simon Sinek helps show why most people approach business the wrong way.

“Life Lessons From an Ad Man.” Need I say more?

Seth Godin and Malcolm Gladwell are two of the most influential voices of our era. Pioneers and just flat-out smart dudes. Be sure to listen to everything they have to say (and read their books!).

http://www.ted.com/speakers/seth_godin.html

http://www.ted.com/speakers/malcolm_gladwell.html

Author: Eric Swenson

Don’t Get Fooled!

Let’s talk about chocolate and muffins and chips and frozen yogurt and peanut butter! Hungry? Already have your jacket on and are on your way to the nearest supermarket? Let’s imagine you’re already there. So many brands, so much to look at, so much to think about … It’s overwhelming. How do you choose? Will an image on the packaging catch your attention? Its shape or color? Perhaps the words FAT FREE or LOW FAT screaming out at you have gotten your attention.

Brands are constantly introducing fat-free or low-fat versions of their products. And people are constantly seeking out these fat-free or low-fat versions in an attempt to stay healthy, lose weight, become satisfied with fewer calories, and/or indulge without the guilt. I’m sure you’ve done it at some point in your life: “Oh, I’ll have five cookies today––it’s OK, they’re fat-free,” or “Let me add another spoonful of peanut butter––it’s reduced-fat after all.” Have you ever thought about all the extra stuff that gets added to a low-fat product to make it as tasty as the regular version, whether it’s more sugar, artificial sweeteners, or just pure chemicals? Not everyone thinks beyond “fat-free.”

Check out the following chart:

Reduced-fat peanut butter has 187 calories, while the regular version has 191 calories. A difference of four full calories. Wow! There were times I’d eat three muffins (see photo) for breakfast because they were “fat-free” or finish the whole Häagen-Dazs quart in one sitting because––again––it was labeled low-fat! When love handles appeared out of nowhere, I realized that I’d never paid attention to the nutritional information––or even the ingredients––listed on the packaging. I then understood what had happened: marketers had tried to sell the product to me, and they had succeeded. But they had also fooled me and made me fat!

Marketers, don’t mislead your consumers! Who agrees with me?

Author: Marina Kaljaj

Onions––really?

You got it right: she is chopping an onion with an extremely large knife, on a really big cutting board, on the unstable Queens-bound N train in New York City. And trust me––it’s a shaky train ride. I take it to work every day. It makes quite a few bumpy turns during my half-hour commute; when this happens, you’d better hold on. Using a knife on this rocky subway is definitely not the smartest idea. Plus, aren’t knifes forbidden in public?! Well, maybe that’s the reason she got my attention.

Living in NYC, I see a fair share of “performance art” on the subway. It does put a smile on my face for the most part, although I rarely talk about anything I saw once I go above ground. But this lady “dressed to impress” in a little black dress caught my eye.

Onions––really?

Take a look at the video:

and let’s get creative: How far would you go for attention?

Author: Marina Kaljaj

Actun Tunichil Muknal, Maya Branding

Foundation of Mayan society and philosophy was their spiritual way of life. They believed the underworld is holy and that’s where performance of many important and sacred ceremonies occurred many years ago. Today, we are able to see numerous ancient offerings Mayan’s left behind. These include artifacts, pottery, carvings, skeletons of sacrificial victims, cathedral-like halls and much more.

I have recently visited Actun Tunichil Muknal’s “Cave of the Stone Sepulcher” – described as one of the most remarkable caves in the Maya Lowland, located in the beautiful Belizean Rainforest. It is believed Mayan’s first entered the cave during the early classic period (300­­­­­­–600AD). The ATM Cave is a wet cave ­­­you enter by swimming at first, then walk, climb or scramble over rocks and stones, through ankle-to-neck high water, before reaching the dry part of the cave. Dry chamber is a maze you must scramble in order to reach the so-called cathedral-like main hall, filled with artifacts, astonishing bloodletting altars and sacrificial human remains. These precious items are over a thousand years old, and haven’t been touched or removed. It’s somewhat a “living museum.”

One of the things that amazed me most and a reason I wanted to share this story with you are pictures enclosed. Take a look at the very first two photos – these were Mayan logos. Branding seems to have existed even 300-­600AD. Today we are faced with about 1500 brands on a daily basis and it’s impressive to know how people, even so long ago, tried to distinguish “their products.” If you ever visit Belize, this adventure is a must. Any similar stories to share?

Author: Marina Kaljaj

Customer Service: A Not-So-Great Experience

Image from insurancemarketinghq.com

This is a little story about not-so-great customer service. A friend of mine recently had a bad customer service experience with a cable company. Because I am a good friend, I stood there and listened to her complain for about half an hour.

Basically, they changed her promotional plan without notifying her. No email, phone call, letter––even a text would have worked. Nothing. They charged her double the price without checking if she wished to continue with the new pricing for her plan. My friend called and, realizing she wouldn’t win the battle of keeping the current pricing, agreed to pay more than she used to (and let the cable company know she was not happy about this). To make the situation worse, in the course of the next three days, she ended up spending almost four hours on the phone with various customer representatives because her new bill never displayed correctly when she tried logging in to pay. They ended up overcharging her, and when my friend called in––again––to try to fix the situation, she realized her account was set up for Auto Pay. The company had saved my friend’s credit card information without her permission and charged her automatically. Realizing that she has been charged twice and then having to check all the statements for the credit cards she used to pay cable bills––as if her life isn’t complicated enough––made her furious.

She called, complained, said she was going to switch service providers. And what did the cable company do? Well, yes, they said they were sorry. But in this case was this enough? I personally think they should have had done a little more, especially after her threat to switch providers. I understand the customer might not always be right, but in this case one little incentive could have made my friend happy. Switching cable companies might not be thrilling, but if you are angry and disappointed with customer service, you are bound to leave. Of course, you might say things like “I don’t want to do business with you any longer,” but deep inside you truly hope they will offer you something––beg you to stay––because you are a valuable customer. Just like in a relationship. Sometimes you get angry and say that you no longer want to be with that person, but you hope to be chased. You want to feel important. Customers like to feel good about themselves.

Show that you care, apologize, and give customers a reason to hold onto you. And they will. “I am sorry” is not always enough. At least it wasn’t in this case. What do you think?

Author: Marina Kaljaj

The Most Effective Magazine Ads of 2011

 

Image from industryleadersmagazine.com

What makes a magazine ad effective? When purchasing a magazine or a newspaper, we mostly look for the stories we are interested in reading. Magazines are not bought for the ads. It’s an indirect way of selling something. That’s why the placement of magazine advertising must be strategic. Advertising, whether in a magazine, newspaper, TV, or radio must be strong and an attention grabber. Good advertising speaks the consumer’s language in a significant way; it’s inspiring enough for consumers to take action and buy the products or service. How do you actually do that, when in today’s world you see as many as 1,000 ads in a single day?!

There are different ways to reach customers through print advertising. Details to consider when creating a print ad are: size, color, bleed, and positioning. The headline should be the most important part of the ad. If using an image, it must be captivating, whether in a humorous, sarcastic, or some other way. Never forget the offer: What’s in it for the customer?! Of course, the call to action should be prominent. Last but not the least, think of the target audience in order to chose the right publication.

To see the most effective magazine ads of 2011, click here.

I have recently booked a trip to Barcelona thanks to a Budget Travel ad. Do you have a story to share of when a magazine ad inspired you to take action?

Author: Marina Kaljaj

Six Sigma: Fact or Fiction?

Motorola developed this quality-control strategy in 1986, and in the ’90s Jack Welch, Chairman of General Electric, popularized Six Sigma by training all 276,000 GE employees in its principles. Today many companies in many industries adhere to the Six Sigma strategy. The goal of Six Sigma is to achieve only 3.4 defects per 1,000,000 products or transactions!

Is that truly achievable when you mix process and people together? Six Sigma demands perfection from all your staff, every day! No matter how talented your staff is, can all of them block out distractions outside their work environment to hit this perfection target daily? How do health, personal issues, family problems, child-care costs and concerns, stress, commuting, and fatigue impact staff productivity?

Now, pile on work-related issues such as client requirements and deadlines, employer demands and deadlines, increased responsibility due to staff reductions, information and technical overload, absenteeism and touchy coworker relationships––I’m sweating just writing about all these obstacles that face employers and employees 24/7 in every company in every industry.

Can you succeed in an environment that mandates “99% Right is 100% Wrong”? Six Sigma evangelists say YES because it is metric driven and verifiable. The problem-solving nucleus is based upon five processes: Define, Measure, Analyze, Improve, and Control (DMAIC). Problem areas are identified, and DMAIC analysis determines the root cause of the problem, allowing the team to develop solutions, including training to reduce errors to an acceptable level. Then, the plan is implemented and its success measured after a predetermined time period.

Despite being aware of the obstacles to its implementation mentioned earlier, I am a disciple of the Six Sigma principles because the goal is to attain an excellent level for client service. Six Sigma accountability reminds us that we must exceed client expectations in every interaction! If your company doesn’t strive to excel, your competitors will be more than happy to replace you.

Conclusion: Six Sigma = Fact!

Author: Ralph Fucci

How Can a Brand Live Longer?

A brand exists in the minds of others as a collection of impressions, relations, and loyalty. There are three variables that affect a brand within a consumer’s mind: duration, passion, and positive/negative energy. A brand should be able to control these variables and therefore control its lifespan.

How can you guarantee brand longevity? You should understand the demographic you’re targeting, appeal to that demographic, and always work to uphold your company’s reputation. You want your customers to trust you as well as remember you (advertising, marketing, word of mouth). Last but not least, keep your customers on their toes––give them something new to look forward to. As media evolve over time, brands should, too.

Coca-Cola, Tiffany, Coach, Chanel, Holiday Inn, Campbell’s Soup, McDonald’s––these are all brands with longevity. I believe one of the main factors in ensuring lasting brand success is an internal drive to change and adapt. It’s all about human needs. If you give what people want, they will like you, want you, and remember you. Apple has been doing this since 1976. It has evolved, gotten better with each product, and given people what they want as well as what they didn’t know they want.

Weaker brands and brand managers will fade away unless changes are considered and made. What is a long-lasting brand that stands out in your mind?

Author: Marina Kaljaj

When Is It OK to Say No to a Client?

Are you insane? This goes against everything anyone in sales or customer service has ever been taught! The customer is always right, right? No! Is it right to promise what you can’t deliver? Is it right to tell the customer the job will be delivered in a short amount of time when you know it physically can’t be done? Is it right to tell a customer you have the capability to produce what you know your equipment or software isn’t capable of?

We always want to give customers what they want, even though we know we can’t always do that. But sometimes we need to say no if the client demands services that are prohibited, dishonest, or damaging to their brand, or if the client has extreme expectations. Consider this: Is it wise to say yes, work like a fiend, push your equipment beyond its limit, or spend all night writing a new program? No. This almost always results in an exhausted and frustrated employee, broken equipment, and a program that still doesn’t please the client. Disappointment is felt all around. It’s important to note that saying no doesn’t mean that you are ending your company’s relationship with a client. So, how do you say “no” without disappointing your most valued asset? When a client wants something that you can’t achieve, the best answer is to explain the reasoning behind the “no” and offer an alternative solution. People like being treated fairly. All the leading customer service and sales experts tell us to replace the word “no” with the statement, “Here’s what I can do for you.”

If you constantly give excellent customer service and your client is 99% satisfied with all that you do, it is always the better choice to say no when something cannot be done. Promise your absolute best, promise you will do everything “within reason” that you can, but remember that there is no shame in admitting defeat. And the most important lesson here is to admit defeat before you see “the whites of their eyes,” which will actually be the client seeing red if you constantly promise what you cannot deliver.

Bottom line: If you must say no, say it with empathy and clearness. Present an alternative solution so that the client doesn’t feel a loss of power. I personally dislike hearing “I understand how you feel.” Try to avoid that phrase. Everyone and everything has its limitations, which can often be overcome eventually. But for now, say no when you know deep down it’s the right answer.

Have you ever said no to a client? If so, want to share any stories that would help us all learn how to cope best with the situation?

Project manager Rob Mills offers great insight on when to say no to clients in this article.

Author: Doreen Doyle & Marina Kaljaj

Marketing Through Our Economic Fears

The recession has lasted much longer than many of us anticipated. For many, it has had the most far-reaching financial effects since the Great Depression. So it’s no surprise that while many organizations are doing just fine, they continue to stand pat and not make the investments necessary for continued growth.

As a marketing service provider, I have a unique perspective that comes from both marketing our business while providing those same services to our clients. It’s clear to me that most organizations do not put the proper resources and dollars into marketing themselves. In fact, many view marketing as a cost-center area rather than a valuable tool to grow the business.

Companies that are doing well––and there are many––have continued to hoard cash and refrain from reinvestment in capital projects as well as marketing efforts. It’s curious to me that every time business slows in our economy, the first budget cuts made are in the marketing departments. Doesn’t it make sense to increase your marketing efforts when business declines? Don’t we need to focus MORE on developing new business?

The cost of marketing in today’s digital world allows us to build an integrated marketing plan that fits into a broad range of budgets. Marketing through the use of digital tools such as email and social media carries a very low price point, and in some cases, it’s free. In fact, there’s a big shift away from traditional marketing toward interactive methods (see chart). The time resources to develop the messaging and creative are often the majority of the costs involved.

So if it’s this easy, why isn’t everyone doing it? Most organizations that are paralyzed by fear lack a clear strategy of who to market to, how they should be reached, and what message they need to hear. They just don’t see the benefits. Additionally, they lack a clear understanding of how to use the new media now available. After all, the myriad of icons we see from the different social sites is enough to make us crazy. It’s easier to pull in the reigns than to spend valuable time and resources on all of this change.

Here at Vanguard, we struggle with spending valuable dollars on marketing but recognize that it’s a vital link to future business relationships. As a business leader, it’s important for me to look at the “Marketing” line on the financial statements as an opportunity for new business rather than a cost center. Personally, I’m grateful we now have new and cost-effective avenues of communication. So my question to the audience is, what are you doing differently to market your organization?

Author: Robert O’Connell

Why People Resist Change

People love change as much as they are afraid of it. Business progress can be a battle, as progress requires change and people often resist change. For most, comfort is key, and readjusting is not always easy. So why do people resist change?

Executive and blogger Torben Rick shares 12 typical reasons for resistance to change:

1. Misunderstanding about the need for change/when the reason for the change is unclear — If staff do not understand the need for change, you can expect resistance. Especially from those who strongly believe the current way of doing things works well … and has done for twenty years!

2. Fear of the unknown — One of the most common reasons for resistance is fear of the unknown. People will only take active steps toward the unknown if they genuinely believe––and perhaps more importantly, feel––that the risks of standing still are greater than those of moving forward in a new direction.

3. Lack of competence — This is a fear people will seldom admit. But sometimes, change in organizations necessitates changes in skills, and some people will feel that they won’t be able to make the transition very well.

4. Connected to the old way — If you ask people in an organization to do things in a new way, as rational as that new way may seem to you, you will be setting yourself up against all that hard wiring, all those emotional connections to those who taught your audience the old way––and that’s not trivial.

5. Low trust — When people don’t believe that they, or the company, can competently manage the change, there is likely to be resistance.

6. Temporary fad — When people belief that the change initiative is a temporary fad.

7. Not being consulted — If people are allowed to be part of the change, there is less resistance. People like to know what’s going on, especially if their jobs may be affected. Informed employees tend to have higher levels of job satisfaction than uninformed employees.

8. Poor communication — It’s self-evident, isn’t it? When it comes to change management, there’s no such thing as too much communication.

9. Changes to routines — When we talk about comfort zones, we’re really referring to routines. We love them. They make us secure. So there’s bound to be resistance whenever change requires us to do things differently.

10. Exhaustion/Saturation — Don’t mistake compliance for acceptance. People who are overwhelmed by continuous change resign themselves to it and go along with the flow. You have them in body, but you do not have their hearts. Motivation is low.

11. Change in the status quo — Resistance can also stem from perceptions of the change that people hold. For example, people who feel they’ll be worse off at the end of the change are unlikely to give it their full support. Similarly, if people believe the change favors another group/department/person, there may be (unspoken) anger and resentment.

12. Benefits and rewards — When the benefits and rewards for making the change are not seen as adequate for the trouble involved.

As you see, people resist change for many reasons––it’s human nature. The resistance is usually emotional at first, then logical. In order to make a new idea happen, people should let go of the fear and let the new idea roll from pure imagination all the way to implementation.

What are your thoughts on resistance to change?

Author: Marina Kaljaj

New Year’s Resolutions!

Welcome to 2012! For most, December 2011 was a time to think about the past year and decide on changes and improvements for the upcoming year. People usually try to forget what they did wrong, perhaps learn from their mistakes, and look forward to new beginnings. The end of the year is a good time to look back on a business’s progress over the past year and strategically plan business development. New Year’s resolutions are intended to improve work-life stability, producing truly rewarding success in the New Year.

Marketing consultant Susan Payton offers 5 business New Year’s resolutions:

1. Increase sales in 2012 by X percent.
Sample action items:

• Increase marketing budget in social media by X.
• Book X more speaking engagements in 2012.
• Increase prices by Y.

2. Market business better through social media and content.
Sample action items:

• Write three blog posts a week on the company blog.
• Increase Twitter activity to daily.
• Add 50 new social media contacts per week.

3. Become known as the expert in the field.
Sample action items:

• Book one speaking engagement per month.
• Guest post on two other blogs each month.
• Ramp up social media interaction to X times daily.

4. Be more productive.
Sample action items:

• Get staff to use Google Docs 100 percent.
• Use Dropbox to share files with clients.
• Track time spent on client projects with Basecamp.

5. Delegate X percent of the work.
Sample action items:

• Create guidelines to train staff on one project a month.
• Hold training sessions each quarter on one skill set.
• Hire an assistant to take on tasks like email and phone.

For a more detailed explanation, please click here:

Have you thought of your New Year’s resolutions yet?

HAPPY NEW YEAR!!!

Author: Marina Kaljaj

Top 10 Viral Advertising Campaigns of 2011

Another year has passed us by. So many Top 10 lists to think about… Today I will share the 10 most popular viral campaigns of 2011, per Advertising Age.

What’s your favorite and why?

Author: Marina Kaljaj

What Drives Word of Mouth?

Word of mouth (WOM) is common and very important in almost every industry. Consumers like to converse about the quality of their newly bought products as much as complain about them. They regularly give opinion on products or services online, ask for advice, and occasionally give advice to others. Customers greatly appreciate and will trust recommendations from friends. Certain products are talked about more than others, though. Why is that?

Entrepreneur Christopher M. Knight shares his top 7 ways to drive word of mouth sales:

1. Make sure your clients are happy first. Happy clients tell 3 friends, and we all know unhappy campers usually tell 15–20+.

2. ASK, ASK, ASK for referrals.

3. Make it easy for friends to refer friends. Put up a web page sign up where they can refer leads to you.

4. Every customer base has 1% that will “champion” you and your business. Identify who these folks are, and reward them appropriately.

5. Create a “word of mouth” program so that your entire staff knows the importance of this very low-cost vehicle to bring you new sales.

6. When sending out invoices or bills to your clients, include a small 1/3 piece of paper that asks them for the names of 1–3 friends who they know who might benefit from your service/product.

7. Rotate your promotions or specials––or reasons why to buy––more frequently, possibly on the day of each week your client is most likely buy.

Basically, an important aspect of viral marketing success is creating such outstanding products that people can’t help but talk about them. Do you have a WOM strategy?

Author: Marina Kaljaj

How effective are your Call to Actions?

With any advertising materials, getting prospective customers to act now is a must. Call-to-actions are essential and should never be neglected. As the name entails, a call-to-action is a button or a link that directs visitors to take some sort of  action: download something, make a purchase, read an article, sign up for an email notification, etc. Color, language, size, font, web placements of CTA’s should be well thought out. A good CTA should be outstanding and let the user know what’s going to happen next. People like being led to a next step. They like easy and convenient, and CTA’s give them the chance for stress-free web navigation.

Magdalena Georgieva offers 10 best practices to optimize the language of CTA’s:

• Convey Value
• Create Urgency
• Make it Personal
• Include Testimonials
• Include Numbers
• Turn it Into a Bonus
• Make it Newsworthy
• Be Confident in Your Language
• Ask Questions
• Be Subtle

To read  more, click here!

How successful have your CTA’s been?

Author: Marina Kaljaj

What are the Qualities of a Good Website?

What exactly makes a website good?

The creation of a website might be categorized as art or design, but it is always an objective act. Websites can be described as good or bad, a verdict based not on opinion but on fact. No matter how cool your website looks, it needs to deliver a good customer experience or it will not be cool anymore. Online investment is quite important, and a website needs to be well thought out. There’s a very simple answer as to why a good website is important: Customers should get what they want. Web design can be crucial for a business––regardless of the industry––therefore customer expectations should be met. A strong online presence is a must; make sure your website has the elements of a good website.

Here are Key Elements of an Effective Website (per Spritz Web Solutions):

1. Appearance
2. Content
3. Functionality
4. Website Usability
5. Search Engine Optimization

To read more, click here: http://www.spritzweb.com/good-website-characteristics.html

Does your website possess the elements listed above?

Author: Marina Kaljaj

Welcome to My Death Space: A Site for the Non-Living

It’s the time of year when life as we know it begins to change. Our long, warm, sunny days become short, cold, and gray. Life all around us begins to shrivel up and die. I’m referring, of course, to our never-late-to-the-party season: autumn—elder brother to Father Christmas and Mother Nature’s pimp.

Fall is our reminder that the best part of the year is now over. So suck it up. Life is about to get a lot more difficult. If I were a drug user, I’d have to imagine fall to be the drug user’s final hit before rehab. Enjoy it while it lasts; you’re about to get locked up for six months with nothing but chamomile and reruns of Hawaii Five-O.

This is the time of year when many people in our society celebrate the changing of the seasons. I really don’t see what all the fuss is about. People find fall beautiful and often comment on the changing color of leaves. “Look at the beautiful leaves––they’re changing colors,” one might say. “Isn’t fall beautiful, what, with the color changing on leaves and all?” another might say.

“The leaves are dying!” I might say. When you see a majestic bird recently struck by an 18-wheeler, you don’t comment on its beauty, do you? Would you say “Look at that doe-eyed, little deer lying peacefully on the side of the road. I think it’s taking its last breaths. What a wonderful sight!”?

Sound depressing? It shouldn’t be. At this time of year I’m reminded of an Associated Press article I read that has that Halloween sort of vibe. The article encouraged those with an affinity for the morbid to check out a website called MyDeathSpace.com. At first, I was confused about what MyDeathSpace.com was. My first thought was probably similar to yours: “Here is a website for people who are frustrated with their current social environments and want an online vehicle to acknowledge their discomfort.” I mean, think about it. How many “death spaces” do we all have?

Death Space #1 – You’re waiting in line at Target as the 95-year-old woman uses a debit card for the first time in her existence. You can literally count the minutes until the cashier will inevitably take the card away from the old hag and do it herself. Yet you sit there, impatiently, waiting for the show to unfold.

Death Space #2 – I think we’ve all been here before.

 

(For more relatable situations like this, check out: www.pleaseshutup.com)

Death Space #3 – You’re waiting in line to pick up a new license. It’s not that it expired, it’s that you lost it. Well, you didn’t really lose it. You put it on the table that night when you had your friends over and everyone did that thing where you show each other what’s in your wallets. But then you get drunk and don’t want to drive, and Liz is being her typical self—crazy—and you just want to get her out of there. So you offer to drive, but then Jim—also crazy—is trying to be the responsible one but always ends up getting way too drunk to make any sense. So you just kind of look at him, as he leans, and try to remember why you’re friends. You decide to put both Jim and Liz in a taxi. The next day you find out that Jim accidentally grabbed your ID instead of his, but it doesn’t matter because he left it in the cab.

Maybe I’m alone here. And maybe I spend too much time in lines. The point is I assumed that the site discussed our personal death spaces as a way to create a sense of camaraderie. A way to say, “Hey man, I’ve been there. I think about putting my boss in a Porta-Potty and tipping it over too.” Well, I was wrong. MyDeathSpace is actually a social networking website for the recently deceased members of myspace.com. If someone dies, you submit his or her death and people can chat about the––sometimes grotesque––details. Oh, and there’s a forum section where you can complain about things like the new features of Facebook that really T you off.

What!? Are people really into this? Are we really so voyeuristic? Burning ants with a magnifying glass: okay. Discussing profiles of dead friends: not so okay! Maybe I just have no clue of what it’s like to be this creepy. I think the darkest thing I’ve ever done was get up in the middle of the night and pee without turning on the light.

I suppose we’re all entitled to our own niche likes and dislikes. You’re able to like the changing of leaf colors for example. And I’m entitled to loathe you.

In the meantime, this begs the question: Can a forum like this really be considered a social medium? Hell, these people are dead.

Happy Halloween!

Author: Eric Swenson

Can Charisma Be Taught?

Steve Jobs’s death opened the door to curiosity and attention. People are talking and writing about his legacy as a business leader more than ever. While alive, everyone seemed to be waiting for the latest Apple product; now people seem to be very interested in finding out about Steve Jobs’s ability to encourage teams to create these amazing products. Steve Jobs was not the easiest to deal with, but one thing that people saw in him and respected him for is the charisma he had from the very start. His words, energy, and style were unique.

Many wonder if charisma is something you are born with or if you can actually learn how to be charismatic. Some naturally possess an abundance of social and emotional skills, but charismatic authority can definitely be taught. Charisma is “extraordinary power and appeal of personality; natural ability to inspire a large following”; many doubt this can be learned, but under the right influence, it is possible.

John Leonard on the blog The Five O’Clock Club offers 10 tips on how to become more charismatic:

1. Build up your self-esteem and self-confidence. Take an inventory. What do you want to improve or change about the way you interact with others? Try to make only one change at a time.
2. Set goals for yourself before every interaction. Know what you want. Think about how the people you will be meeting can help you reach those goals. Then decide how to approach each person accordingly.
3. Be proactive. Take the initiative. Be decisive. Let the other person know exactly how he or she can help you.
4. Treat each person you meet as if he or she is truly important. You’ll be amazed how this works.
5. Give a firm handshake; look the other person straight in the eye. Practice both of these. Train yourself to notice something you like or find attractive in the person.
6. Listen! Listen! Listen! Teach yourself to develop good listening skills. Learn a way to remember the other person’s name.
7. Visibly respond to the other person. Smile, nod agreement, and address him or her by name.
8. Pay more attention to the other person than to yourself. Are you responding to what may be going on in his or her life? Don’t filter out bad news. Put yourself in the other person’s shoes. Be caring.
9. Use sincere flattery. People do respond to flattery. But if you don’t feel it, don’t say it.
10. Sum up or restate often to make sure you understand what has just been said. This allows the other person to correct wrong assumptions right away, and lets him or her know that you are processing new information and are on top of the situation.

What do you think––can charisma be taught?

Author: Marina Kaljaj

Apple’s 10 Most Memorable Commercials

People around world are mourning the loss of Steve Jobs, and many are looking for ways to communicate how he influenced and transformed their lives.

“Steve’s brilliance, passion and energy were the source of countless innovations that enrich and improve all of our lives. The world is immeasurably better because of Steve,” Apple’s board of directors said in a statement.

In honor of Steve Jobs, I’d like to share Apple’s 10 most memorable commercials.

We are speechlessly thankful for all he has done and wounded by his early death. How did Steve Jobs change your life?

Author: Marina Kaljaj

How Well Do You Give/Cope With Design Criticism?

Critical dialogue when creating a design project is as important as the design process itself. Good design criticism concentrates on goals and outcomes. Constructive comments are meant to make the design better. Basically, when well executed, criticism could be described as an art form––one of the most beneficial elements of the process when a graphic designer is doing something creative. Criticism and critiques can easily be used in the wrong way, however, which can lead to disaster.

Some of us are shy, while others are blunt and outspoken. Criticism is often as difficult to give as it is to receive (we use the verb “criticize” mainly in a negative sense). Since criticism is unavoidable and most likely a key to client happiness, it’s best to be constructive in your criticism.

When criticizing, make sure to include a thorough evaluation and judgment. It’s not about whether you like or don’t like something. Instead, try the following:

• Before you speak, know your objective.
• Separate personal preferences from abstract analysis.
• Involve thinking through solutions.
• Try giving positive-negative-positive feedback.
• Make it a team effort.
• Always end your conversations with a positive note.

What if you find yourself on the opposite end; what’s the best way to receive criticism?

Kareen Liez on Naldzgraphics.net offers the following tips:

1. Have self-confidence.
2. Be a good listener.
3. Distinguish the type of criticism.
4. Control your anger.
5. Be humble.
6. Use your intellect.
7. Do not panic.
8. Do not take it personally.
9. Clarify the intention.
10. Remember that you still have your freedom.

To read more on how to best receive criticism, just click HERE.

How well do you give/cope with design criticism?

Author: Marina Kaljaj

Rebranding – yes or no?

The value of branding is tremendous. A brand is a competitive edge that you can offer, something that is yours, and no one can copy. Your branding might have a collection of positive feelings, and seems to all be set in terms of customers’ perception of quality, image, lifestyle and status. So why rebrand?

Why fix something that isn’t broken? You could look at it that way, or you could think of rebranding from a positive perspective.

Reasons for rebranding are various:

• Business expansion
• Location change
• Customer base change
• Outdated look
• Competition
• Negative perception
• New mission

We all know that brand is a powerful association between a company and their customer. When done right, rebranding can build up the relationship between a company and their customers — at the same time helping the company develop.

Things to consider when rebranding:

• Listen to what your customers have to say
• Understand your weak point
• Clarify your new marketing strategy

You should have a valid reason for rebranding. Not all rebrands are successful. Do you remember, Tropicana for example? The newly designed packaging was on the market for about two months. Not only have they gained customer disappointment, but lost lots of money. What went wrong? Customers didn’t like the new design, thinking it was orange juice’s generic brand. How about the Gap logo change fiasco? Gap tried to introduce a new logo design and people hated it. Lesson learned here: product positioning should be changed before you go ahead and apply changes to the logo and other visual aspects of the brand. AOL wanted to represent themselves as a new media company by getting rid of the classic triangle logo for a random image of a fish. How do you explain that change to the audience — who saw this as a pathetic attempt to get hip?

The bottom line is, have a valid reason if considering rebranding, and do it well.

Do you have a rebranding failure story to share? Maybe we can all learn from other people mistakes.

Author: Marina Kaljaj

What’s a Good Radio Marketing Strategy?

How effective is radio advertising? Depending on the business, radio can be a great, cost-effective way to reach a wide-ranging number of potential customers. Just like any other form of advertising––if done right––it can be a big asset to a business. Here are a few things to consider when creating a radio ad:

• Target – Understand your audience.
• Cost – Determine airtime and production costs.
• Schedule – Advertise when your target audience listens.
• Number of Words – Focus on the main idea.
• Sound – Entertain the audience.

Writing effective radio ad copy is mandatory. It works best when there is a sense of urgency in people’s minds. Terms such as “must end soon” or “weekend only” are proven to work well in radio advertising. Media account executive Rik Ferrell offers these six steps to successful radio advertising:

1. Determine your commercial’s length.

2. Plan what you want to say.

3. Use a strong opening statement.

4. Include key attributes and your company’s personality.

5. Use effective contact information.

You can read more of his suggestions here.

In order to create a successful radio marketing strategy, it’s best if the message is simple. The commercial should:

• Be an attention grabber (whether through humor or sound)
• Talk about benefits (not features)
• Emphasize value (to keep the listener interested)
• Ask the listener to take an action (which should be easy to remember)
• Repeat over and over (the average person will need to hear an ad 11 times before he or she actually listens to it)

Have you used radio advertising in your marketing mix? If so, tell us how.

Author: Marina Kaljaj

Back-to-School Advertising

With the beginning of the school year comes back-to-school advertising. Kids might not like it, but advertisers love it. It’s the second-largest consumer-spending occasion in the U.S., right behind the winter holidays. So how is new technology changing consumer behavior? According to a new Yahoo! study on back-to-school shopping, four main trends were discovered:

1. Consumers are shopping earlier and spending more.
2. Mom isn’t the only one doing the shopping.
3. Shopping happens online and offline.
4. Shoppers want deals, deals, and more deals.

With that said, I wanted to share Ace Metrix’s list of this season’s Top 10 Back-to-School Ads.

What’s your favorite and why?

 

Author: Marina Kaljaj

Enchantment Isn’t Just About Business, It’s About People

It’s been 25 years since I first cut my teeth in business, and over the course of my career, some of the advice that my bosses and mentors have passed on to me has been of questionable merit. In my early days as an account executive, however, I was told to “read 20 minutes every day.” The thinking behind this advice was that reading the thoughts of others would keep my mind sharp. In looking back on my career successes, this advice was excellent because, while I have never been an avid reader, I have always stayed attuned to what’s happening in the world of communication; the business of business changes so quickly that staying plugged-in is imperative.

For the last few years, I’ve been following the writings of the self-proclaimed “Evangelist of Apple,” Guy Kawasaki. Guy’s motto is “Simple and to the point is always the best way to get your point across,” and his writing style––pointed, compelling, engrossing, and thoroughly engaging––evinces this. Past book topics (he has written 10 to date) run the gamut from specific business interests (leadership, marketing, strategic planning, and social media) to world-bettering ideas (compassion, excellence, and commitment). Kawasaki likes to give back to society as well as help others grasp their dreams. As an at-large business guru, he continues to be an evangelist.

Kawasaki’s most recent book, Enchantment, advocates using entrepreneurial strategies to influence the hearts, minds, and actions of others. He maintains, “While persuasion is good, enchantment is even more powerful.” Kawasaki encourages the reader to positively impact what others around him or her do while at the same time maintaining a high standard of ethics. His three pillars of enchantment are: likeability, trustworthiness, and a great cause. He contends that true success comes not from getting what you want but rather from being able to bring about a change in others, and his book focuses on using tools from the digital age to draw people into the conversation about change. Each chapter ends with an anecdote that helps put his thoughts into practical perspective.

I enjoyed reading this book not only because of Guy’s great wit but, more importantly, because of the integrity, empathy, and passion he has for others that came through on every page. Reading Enchantment reminded me of the importance of giving back and making customers feel good about their choices. Kawasaki’s parting thought about enchantment is that it’s a powerful skill and that with power comes responsibility. Enchantment isn’t just about business, it’s about people, and if you want your business and your world to grow, then you must enchant them.

Kawasaki’s blog

Kawasaki’s Twitter feed

Enchantment Facebook page

If you’ve read the book or follow Guy, let us know your thoughts.

Author: Paul Wry

Are You a Micromanager?

You are if you:

• Refuse to accept teamwork
• Oversee projects at all times
• Correct details instead of concentrating on the big picture
• Make decisions on your own

Why do certain people act this way? Well, entrepreneurs are doers. They love to take action. Entrepreneurs are the foundation of businesses, and at times they get stuck micromanaging instead of working with others. Micromanaging affects creativity. It affects the business. Micromanaging is bad. It kills team spirit and enthusiasm.

In an article on American Express’s OPEN Forum blog, entrepreneur and Wall Street Journal columnist Mike Michalowicz warns that you should never micromanage:

1. Creativity personnel
2. Contractors
3. Delegated tasks
4. Sales teams
5. Administrators

So what should you do instead of micromanaging?

Hire people who can get the job done on their own. Be a motivator. Positive feedback will most likely result in a positive outcome. Always listen.

A post on Brass Tack Thinking offers some interesting tips on how to respond to bosses with micromanagement tendencies:

1. Listen carefully.
2. Communicate like crazy.
3. Ask for input.
4. Offer feedback.
5. Turn it to them.
6. Learn their tendencies
7. Pick your battles.
8. Reward good behavior.
9. Look in the mirror.

You can read the entire post here: http://www.brasstackthinking.com/2010/06/dealing-with-micromanagement/

Do you have a story to share?

Author: Marina Kaljaj

How to Be a Great Account Manager

Account executives play an important role in advertising and marketing agencies. The objective is to keep the client––and keep the client happy. How do you do that?

Great account executives tend to have a mixture of skills. They are extremely familiar with the products or services they are dealing with. Excellent communication skills are a must, as well as good customer service skills. Great account executives are successful in keeping their clients involved. They build up good relationships with their clients and quickly answer questions. It’s a way to keep the client interested, as clients take pleasure in interacting with someone who communicates well.

The truth is that you could lose a client––no matter how good the creative––if the account executive fails to maintain the relationship.

In a post on Branding Strategy Insider, Kenneth Roman, former chairman of Ogilvy & Mather, offers these tips on how to be a great account manager:

1. Select clients carefully. Target list.
2. Treat your client as your best new business prospect. Walk the halls.
3. Take a proprietary interest in the health of your client’s business.
4. Get agreement on strategy.
5. Give your clients ideas they didn’t ask for. Take initiative.
6. Build bridges at multiple levels. Pay attention to juniors.
7. LISTEN. Take notes. Confirm in writing. Deliver!
8. Treat the client’s money as your own. Put the client’s interest first.
9. Deal with issues, not people. Never badmouth a client.
10. Make friends with your clients. Hard to fire a friend.

The blog Unsolicited Marketing Advice offers a few more tips that I found interesting:

1. Learn to listen and take good notes.
2. Keep a to-do list that works.
3. Learn to date your work: memos, reports, notes, etc.
4. Learn to delegate.
5. Be enthusiastic, positive, and loyal (to your agency and to your client).
6. Share ideas (don’t be a yes person).
7. Tune into as many media as you can find time for.
8. Learn to use technology, adding new skills and applications regularly.
9. Make time for professional development.
10. Build a network of knowledgeable pros, adding one per week.
11. Develop an outside interest which will add dimension to your professional growth, perhaps providing community visibility.
12. Pick up a hobby or vocation to take your mind off the biz.

Any tips you’d like to add?

Author: Marina Kaljaj

How Important Is a Logo?

One reason why some companies don’t last long in today’s world might be the ineffectiveness of their marketing materials. You have to differentiate yourself among your competitors for a chance at success; you have to be visible. How do you achieve this? Well, after establishing the positioning of your brand, you need to think about the visual aspect: the logo. You should not have just any logo, but a well-designed logo that will make people curious. Having no logo or a bad one will raise questions about the business and will not help it stand out.

A post on allBusiness notes that an unprofessional approach to marketing material design will cause the following:

• Your business will appear unstable.
• Your business will look amateurish.
• You will look unpolished.
• You will look unfocused.

A professionally created logo might be more challenging money-wise, but it will pay off in the long run. It definitely is an important investment a business owner should make!

Now, some people don’t agree with this. Some say the importance of logos is exaggerated, that it won’t help with branding. Some people think that getting precious about a logo is unnecessary. Really? So why did Gap have 2,000 Facebook comments criticizing its decision to drop the original, well-known logo? Are you aware of the money Tropicana spent after deciding to rebrand its logo and then having to go back to the old one because of customers’ unhappy reactions?

I believe that a company creates a strong relationship with its customers not only through strategy but also by visual positioning. Without a good logo, you are only going halfway. Once a customer becomes familiar with a business, the company’s logo will always be the customer’s prime association. For these reasons, significant effort should be put into logo design.

You can’t really argue the fact that logos contribute to brand building and have an influence on a company’s reputation.

How important is your logo to you?

Author: Marina Kaljaj

Effective Communication Matters

Everything we do these days starts with communication and, for the most part, ends with it. Therefore, we need to recognize the importance of communicating effectively. Connecting with people is one of the biggest tasks for a leader, and the best methods of communication should not be ignored. Experts say that 7% of human communication comes from words, 38% is from a person’s tone of voice, and 55% comes from body language.

Context. The way you deliver the message. It matters most when it comes to leadership and meaningful connections. Also known as paralanguage, it is nonverbal communication, which can be broken down into a few categories: eye contact, gesticulations, posture, overall facial expression, and state of emotion (anger, fear, confidence, etc.). People interpret specific actions as having specific meanings, so it’s important to learn how to communicate skillfully.

Consultant and former senior executive Steve Tobak has the following tips for effective message delivery:

• Look people straight in the eye and really “see” them.
• Be direct and genuine.
• Remember that executive presence isn’t about power and domination.
• Learn to be a storyteller.
• Increase your self-awareness.

For more on this topic, please refer to Steve Tobak’s article on BNET.

Other factors that play roles in effective communication are:

• Culture – Past experiences can be valuable in understanding something new.
• Noise – Environmental noise could mess up the message delivery.
• Perception – Talking too fast might affect the listener’s concentration.
• Message – Focus on the big idea, not just the facts.
• Environment – The lighting in the room could cause distraction.
• Stress – Being stressed is not an option when trying to connect with others.
• Ourselves – Ego and an air of superiority won’t get you far; focus on the person in front of you.

Do you have any stories to share on effective communication?

Author: Marina Kaljaj

Save Your Client-Agency Relationship

Changes in technology have been good for the most part, for our personal lives as well as for businesses. All the tweeting, texting, Skyping, and emailing has affected our productivity in ways that are more positive than negative. But hiding behind a gadget is not always the best idea. How do you a build meaningful relationship online?! A client will most often hire an agency not only for its good work and reputation but also for its likability––built through a relationship.

Lucrative business relationships are built on reliance, self-confidence, supportiveness, and success on both ends. These relationships require ongoing effort and are very important for future growth. They are complex and necessitate cooperation to be effective. The client and the agency both need to be present and active in building a relationship, monitoring the level of trust, belief, and consideration. If you fail to connect with the client, this is an issue. Continuous and open communication can build a true client-agency relationship that technology––no matter how advanced––just can’t provide.

So go out there and follow these tips from agency consultant Judy Neer:
•    In-person creative briefings/kickoff meetings
•    Creative concept “check-ins”
•    Picking up the phone … to speak, not text

For a more detailed explanation, read this AdAge article by Judy Neer!

Author: Marina Kaljaj

And now for something completely different!

As one who appreciates innovations in new media I am excited about Google+ and am looking forward to the full roll out which is scheduled for the not too distant future.  I have had an opportunity to see the product in the early testing phase and after using it, I foresee a myriad of exciting possibilities from a personal as well as consumer and business stand points in the application.

Simply put, the functions of Google+ allow users to make the on-line connection seem more like a real world one by creating communities that mirror those in real life.  An interactive tour of Google+  details five key features:

o Circles which let users share different things with different people thus ensuring that the right information is shard with the “right” people. Circles make it easy to put
friends in one circle, parents in another, and colleagues  in a third.
o Hangouts which facilitate online meet ups between users and friends (or entire circles) in real time.
o Instant Upload which eliminates the frustrations and hassles currently associated with on-line photo and video upload.
o Sparks which serves as a web concierge that sends the user customized content specific to preselected interests.
o Huddle which allows multiple users to merge different conversations into a single group chat.

And what of its application to the business community? Brands go to where the customers are and this emerging social technology looks to be something completely different that consumers will flock to as the next best thing in technology.  Take the tour and see for yourself!

Author: Paul Wry

U.S. Cigarette Pack Marketing Change

The national attitude toward smoking has been changing rapidly over the past few years. It certainly varies from state to state, but in New York, smokers are not only banned from smoking in enclosed public places but now have to control themselves in parks and certain beach areas. Soon they might be banned from smoking on sidewalks as a result of the many complaints from nonsmokers tired of inhaling secondhand smoke while walking. But the struggle to encourage smokers to quit and prevent children from starting doesn’t end there.

The biggest change to cigarette packaging in more than 25 years is about to arrive: a new warning. In accordance with a 2009 federal tobacco law, cigarettes can’t be sold in the U.S. after Oct. 22, 2012, without packaging featuring one of nine large, graphic images selected by the FDA. We are talking about images of a corpse, cancerous lungs, bad teeth, a man inhaling smoke through a hole in his neck, disturbing baby images, tears … Pretty unsettling, if you ask me. Each pack must include one of these images along with the punch line “Smoking can kill you.” The image will be covering the packaging for the most part, leaving about 50%  of the pack for the brand’s design.

Click and see for yourself!

Author: Marina Kaljaj

Social Media is Not a Strategy

I’m sure you’ve heard the following question a lot: what is social media? And I am sure that by now you have a solid understanding of what it is—a platform where people can connect, congregate and work together through multi-social interactions.

Many marketers have changed their marketing communication plan by adding social media to their communication path. However, many marketers have made and still make mistakes in thinking that being present on social media is enough. Then there is that other group of marketers who ask—what should my social media strategy be?

Would you be surprised if you hear that —“Social media is not a strategy. Social media is a venue for marketers … a set of technologies or tactics that enable us to elevate and amplify brands and their marketing communications.” At least, that’s what Anthony Young says in his Ad Age article, “Social Media is a Venue, Not a Strategy.” Being social out there is a must in today’s market. Therefore, Anthony Young makes sense by saying that the question shouldn’t be, “What’s our social-media strategy?” but, “What do I need to do to make my brand more social?

If you want to be the winning brand— you have to get the product messaging and communication strategy right. Social media should be taken as a single, thought-out, powerful part of a communication mix. You should know your audience, set realistic goals, as well as track your results. Click here, to get an idea of a successful social media campaign.

Have you incorporated social media within your marketing mix— any stories to share?

Author: Marina Kaljaj

Connecting with Gen Y

Generation Y is considered to be the most diverse generation, born to the most disparate group of parents. It is a rapidly changing demographic, very much different from previous generations, and––not surprisingly––difficult to approach. Marketers are challenged as to how to best come close to the approximately 60 million members of Generation Y. What are they doing on a daily basis, aside from being online, out and about, using social media as their main source of communication, and pretty much taking control of all their actions?! Gen Y is definitely hard to entertain and gets bored easily. In an article for Ad Age, “Summer Lovin’: Four Ways to Connect With Gen Y This Season,” Charlie Horsey, president of marketing agency MKTG, claims that summer is a great time to connect with Generation Y.

I completely agree with him––from concert festivals, outdoor events, and weekend getaways to general excitement and the summer vibe, summer offers many opportunities to get in touch with Gen Y.

Horsey reveals some interesting conclusions from a survey of several thousands of Gen Y consumers conducted with the help of the Event Marketing Institute. This mysterious demographic explained that a good experience at an event will most likely result in a product sale. Easier said that done, of course, as creating a good experience is not that easy. Marketers need to reach Gen Y consumers’ minds. As Charlie Horsey says: “Brand managers now need to think of themselves as ‘brain managers.’”

He concludes with four rules on how to best connect with members of Gen Y, who––let’s not forget––have grown up with the Internet as a normal part of everyday life:

Let them in. Permit ongoing communication with a brand after an event.

Show, don’t tell. Explain the relevancy of a brand to consumers’ lives.

Sell it. Exploit live engagements.

Constant contact. The relationship should start before the event and continue after it ends.

According to Charlie Horsey’s survey results, when asked how they would like to continue the conversation after a live event:

• Nearly 21% of survey respondents said they’d like to be driven to a website;
• 22.1% requested email correspondence;
• 20.6% asked for promotions;
• 16.9% wanted invites to future events.

As summer approaches, marketers’ opportunities are greater than ever to reach the hard-to-get Gen Y. Remember: Connect and reconnect in person, and always create relationships. For a more on this topic, please refer to Charlie Horsey’s article: http://adage.com/article/cmo-strategy/summer-lovin-ways-connect-gen-y/228178/

Good luck!!

Author: Marina Kaljaj

The Age of the Customer

Are you in need of better positioning within the marketplace?

Serving customers is the key. As complicated as it seems, you simply need to listen to what consumers have to say. It’s a way to survive and gain competitive advantage. According to business researcher Josh Bernoff: “A customer-obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers, and prioritizes these over maintaining traditional competitive barriers.”

For better positioning within the marketplace, you might want to consider the following ideas:

Change the way you do research. Listen to social media and explore customers’ unstated needs.
Change the way you do service. Create a widespread, cross-channel customer experience program.
Change the way you do sales. Pay attention to connecting directly with end consumers.
Change your advertising. Spend it on interactive content, online programs, and mobile apps that build relations and trust among customers.

Basically, listen to the consumer, and you will be at the center of your competitive strategy.

Author: Marina Kaljaj

From AdAge.com: Facebook Forced to Address Legal Gray Area of Kids and Advertising

From Irina Slutsky’s article on AdAge.com:

A big part of Facebook’s advertising strategy is to turn user “likes” into advertisements that show the user’s name and image. And that strategy is a major reason brands love Facebook so much––if a user “likes” a brand page, Facebook will spread that endorsement around the network as far as the user allows it to go. But what if that user endorsing a brand happens to be a child?

A recent Consumer Reports survey found that as many as 7.5 million Facebook users in the U.S. are under 13, a violation of Facebook’s user policies. But an additional 14.4 million are between the ages of 13 and 17, younger than the age of legal consent in most states. Should the images of these minors be used in advertising?

To continue reading this article, visit the source.

Author: Eric Swenson

Adweek Redesigns its Magazine

Pentagram was recently hired to redesign the popular advertising industry magazine Adweek. The firm also worked on Brandweek and Mediaweek. The new design does a great job of energizing the layout, titles, and colors of the magazines. You can read more about the redesign on Pentagram’s website.

Old layout:

                                               

New layout:

Author: Eric Swenson

Sleeping at Work & Getting Paid for It

Can you sleep at your job?

Typically, sleeping on the job could make you lose your job. But that’s the past. These days, we have companies as well as entire industries encouraging workers to sleep during the business day. One of the reasons for this shift in attitude is the realization that tired employees can actually harm a business.

Sleep deficiency can lead to:

• Increased errors and accidents
• Increased absenteeism
• Increased drug use
• Increased turnover
• Higher group insurance premiums
• Decreased productivity

Russell Rosenberg, vice chairman of the National Sleep Foundation and director of the Atlanta School of Sleep Medicine and Technology, says a recent sleep survey “supports the link between sleep and workplace performance, and shows that inadequate sleep is a primary factor in poor job performance.” The survey’s findings should not be disregarded (or should they?):

• 85% of office workers admit they’d be more productive if they slept more.
• 56% say they don’t consistently get a good night’s sleep.
• 37% of employees aren’t ready to get up when the alarm goes off.
• 23% of employees confess to taking naps at work.

Pay attention, and you’ll see if your coworkers are not 100% in work mode. The following signs suggest the need for a nap:

• Not paying attention in meetings
• Inattention to detail
• Unexpected irritability
•Sudden increase in intake of caffeinated beverages
•Unfinished tasks and assignments

Napping is actually a healthy, energizing behavior that results in alertness. (Be sure to have the approval of your boss, of course!) Companies as diverse as Ben & Jerry’s and Google have designated napping rooms. These quiet spaces provide employees with peace and privacy for a short break. On the other hand––even though poor sleep habits can be threatening to a business––some employers stand firmly by their no-snooze policy, emphasizing: “I don’t pay you to sleep.”

So, can you sleep at your job?

Author: Marina Kaljaj

Adforum’s Top 5 Commercials for This Week

Check out Adforum’s top five commercials for this week. We here at Utterly Orange think the MTV Brazil commercial called “Balloons” is by far the best spot we’ve seen in a long time. Brilliant creative. Cast your vote and post!

1. Tribeca Film Festival – “Snack Dance” – Ogilvy & Mather Worldwide

2. MTV Brazil – “Balloons” – Loducca Publicidade Ltda

3. Coca-Cola – “125 Anniversary” – McCann Erickson Madrid

4. Crime Stoppers – “Robbery” – DDB Canada

5. msnbc.com – “Wall Street vs. Main Street” – mono

Author: Eric Swenson

The Ad World Is Coming Back with a Vengeance – Digital Marketing Leads the Way

Things are looking up for advertising and marketing agencies worldwide. Check out this optimistic article by Bradley Johnson from Ad Age:

The agency business has come back to life, with U.S. revenue jumping 7.7% as the domestic market led a 2010 worldwide rebound in advertising and marketing services.

The standout performer: digital marketing, which accounted for 28% of U.S. agency revenue.

Plot line of this recovery: The recession officially ended in June 2009, U.S. measured-media spending turned northward in first-quarter 2010 (according to WPP’s Kantar Media), and U.S. advertising and marketing-services firms have added 23,100 jobs since ad industry employment hit bottom in February 2010 (according to Bureau of Labor Statistics data).

The Big Four agency holding companies—WPP, Omnicom Group, Publicis Groupe, Interpublic Group of Cos.—in 2010 added 11,000 jobs (including acquisitions) after slashing 22,000 jobs in 2009.

Shares in WPP, Omnicom and Interpublic in first-quarter 2011 reached their highest levels since pre-recession 2007, a sign of investors’ optimism about the sector. Publicis shares this year reached their highest point since 2000.

U.S. 2010 revenue for marketing-communications agencies—including advertising, marketing services, media, health care and public relations—rose 7.7% to $30.4 billion, according to the Ad Age Agency Report, which tracked the performance of more than 900 U.S. agencies. (Ad Age DataCenter adjusted agency revenue figures for acquisitions to show revenue growth on an apples-to-apples basis.)

Every major agency discipline rebounded last year, with U.S. revenue growth in the range of 6% to 7% for most disciplines (including advertising, promotion, health care and public relations). Revenue for digital-specialty agencies (essentially digital pure-play agencies) surged 16.3%.

The U.S. was the world’s star performer in 2010 for advertising and marketing services, exceeding expectations and outpacing growth in most other regions.

To be sure, some of the U.S. advertising market’s recovery reflected what WPP Chief Executive Martin Sorrell has called a “dead cat bounce”: The ad business fell so sharply that it wasn’t surprising to see decent percentage gains when the economy began to recover after the longest recession (December 2007 through June 2009) since the Great Depression.

To read more of this article, click here.

Author: Eric Swenson

Zoove or QR Codes?

What do you think about QR codes?

Even though magazines and marketers really love them, Ad Age reporter Kunur Patel claims that QR codes are just a waste of time. There are far too many steps, she says: To scan a QR code, you have to carry the right phone with the right camera, be connected to the Internet, and have downloaded one of the many QR-scanning apps out there.

There is no doubt, however, of QR codes’ popularity. Note that major companies such as Miller Lite, Home Depot, Macy’s, and Post Cereals have recently launched QR campaigns. Securing a coupon, deal, or discount is one of the main reasons cited by consumers for scanning a QR code.

Other uses of a QR code are:

– Accessing additional information
– Entering a sweepstakes
– Signing up for more information
– Accessing various videos

It’s true: Consumers want instant access to information, and QR codes are being used to give it to them. The ability of QR codes to connect people to a brand and to multimedia digital content is very useful for businesses and consumers alike. Now, I wonder: Why put so many QR codes on the subway platforms where there is no Internet? Are QR codes really a waste of time?

Enough about QR codes. Ever heard of Zoove?

Thanks to Zoove, you can connect with people––anytime, anywhere, on any mobile phone. It works using an exclusive registry of vanity StarStar Numbers. With a StarStar Number (a short string of numbers or letters preceded by **), consumers basically call the name of the brand they see being promoted. The brand’s mobile app, website, coupons, videos, and possibly more are then directly pushed to the customer’s mobile phone. StarStar Numbers work as part of any marketing campaign that features the more traditional billboards, print ads, TV and radio commercials, online ads, and more.

Just like QR codes, Zoove provides the mobile connection brands are seeking as well as the capability to measure the results instantly. So what’s it going to be, Zoove or QR codes?

Author: Marina Kaljaj

7 Steps to a Better Business Blog

Blogs are websites that can be updated quickly, easily, and often. They have replaced many static websites, for good reasons.

Blogging has become a must in today’s social media marketing. There are many reasons: blogging brings new ideas to the public, allows freedom of speech, enables different perspectives to be heard, and facilitates communication. The blog is significant because it is a low-cost medium that delivers valuable information on a regular basis. Most important, blogging is a way to get the attention of the online community and communicate with it.

HubSpot’s blog (link below) explains how to take a business blog to the next level:

• Write Short and Clear Headlines
• Include Several Headers Per Post
• Get Rid of Wasteful Words
• Include a Contextual Image
• Set Expectations With Headlines
• Turn Comments Into an Extension of the Post
• Use Calls to Action to Continue Education

If you don’t have a blog yet, are you convinced you should have one?

Author: Marina Kaljaj

Does Pringles Need Re-branding?

What is a brand? A brand is a compilation of emotional and psychological attributes that solidly persuade purchase. Strong brands bring forth thoughts, emotions, and sometimes physiological responses from customers. A brand’s value lives inside consumers’ minds and helps them recognize products/services that guarantee specific benefits: performance, quality, price, status, purpose, etc. With that said, does Pringles need rebranding?

Pringles was sold to Diamond Foods recently, and according to brand and marketing gurus, it needs a complete image overhaul. “You can be polite and call it a classic brand, but the consumer sees Pringles as being old,” says Robert Passikoff, founder of the Brand Keys consulting firm. Consumer perception of Pringles has been flat for five years, according to its brand index gathered from consumer surveys.

What should Pringles’s new positioning be? Maybe . . . the fact that Pringles are not potato chips. They don’t include enough potatoes to legally qualify as potato chips or any kind of potato snack because they’re just 42% potatoes—not enough to be called a potato anything.

According to the USA Today article linked to below, marketing experts have the following suggestions for re-branding Pringles:

•Think entertainment.
•Fix the recipe.
•Add functional benefits.
•Tweak social media.
•Extend the brand.
•Update the marketing.
•Improve the texture.
•Kill the character.

With a possible new, fresh, and “2011” look, will Pringles tempt you, or will you choose Kettle chips? Let’s see!

Author: Marina Kaljaj

Wendy’s French Fry Campaign a Huge Hit

You know when it’s real. Wendy’s catchy tagline, written by agency Kaplan Thaler, is more than just a jingle, it’s written proof that Wendy’s may have what it takes to surpass Burger King as the number two fast-food provider in the U.S. Wendy’s new natural-cut French fries may be just what it needs to push it over the edge.

Since November of 2010, sales of Wendy’s fries have risen almost 10% per 100 transactions. According to Roland Smith, president and CEO of Wendy’s/Arby’s Group, that’s “almost equal to McDonald’s.” McDonald’s, of course, is the number one burger chain, with nearly 50% market share.

This comes as no surprise to those of us consumers who have been completely inundated with Wendy’s ad campaign. Not a channel can be found that doesn’t seem to have a commercial promoting these fancy fries. And according to a study by Technomic Consumer Brand Metrics, 61% of those surveyed had already tried the new fries and, of those 61%, more than 75% would recommend them.

This campaign, following the never-frozen-always-fresh campaign for burgers, is just one more feather in Wendy’s cap. The company is taking fast food and making it seem like it’s fresh and healthy—a challenge so many other chains can’t seem to handle.

There’s no guarantee of success for Wendy’s numbers, but new breakfast items will be revealed in the near future. What antics will Wendy’s come up with next?

Author: Eric Swenson

Augmented Reality: The Visual Leaps and Bounds of Marketing

What used to cost millions of dollars for the video and film elite to create can now be widely produced and accessed by those with the right resources.

Augmented reality, which uses computer-generated overlays to augment a live view of a physical environment, continues to make serious headway in the marketing world. Brands are developing fun and innovative ways of communicating with their consumers. If you can get your consumers to actually enjoy shopping for your product, then in my opinion you’re really on to something. Take a look below at a few great video examples of augmented reality put to use.

Need a new watch? Try one on from the comfort of your couch.

 

House hunting?

 

Don’t know how to change the oil in your new BMW?

 

And, of course, need a beer?

 

Author: Eric Swenson

How Are Big Names Reaching Out for Japan Relief Efforts?

An earthquake with a magnitude of 8.9 hit Japan at 2:46 pm on March 11, 2011. This was followed by a tsunami of about 33 feet, which completely wiped towns off the map. Thousands of people are dead, and many more are still missing or injured. Millions of people have been affected by the disaster, and the death toll is increasing each day.

What has been done so far? Many organizations have created ways to help with disaster relief efforts in Japan. The organizations below are helping to provide aid after the disaster, showing that in this new era, social media and digital marketing are helping to increase donations:

• Red Cross has been promoting the use of its existing short code, 90999, and keyword, REDCROSS, as a way to donate $10 via text message.

• A promoted Twitter trend, #HelpJapan, was donated by Twitter itself.

• The Kraft Foods Foundation said it is donating $200,000.

• Apple has set up a page in its iTunes store that allows users to contribute anything between $5 and $200.

• The New York Yankees donated $100,000.

• Procter & Gamble Co. said it has committed up to $1.2 million.

• Lady Gaga designed a charity bracelet that says in English and in Japanese, “We pray for Japan.” The money will all go to the relief efforts in Japan.

• Sony Corp. said it will donate $3.6 million.

• Nintendo said it will donate $3.6 million, Namco Bandai is donating $1.2 million, and Sega is donating $2.4 million.

• Coca-Cola Co. is giving $7.3 million in cash and product donations.

• Two major wireless carriers, AT&T and Verizon, are offering free calls and text messages to Japan for a limited time. Verizon is also offering subscribers temporary free access to TV Japan, a 24-hour Japanese news channel.

• McDonald’s Corp. will donate $2 million.

• Edward Norton’s philanthropy startup has created a relief page with the goal of $15,000 in donations.

• Public-relations firm Edelman said it has set up a matching Edelman Foundation employee contribution fund through the Red Cross.

Author: Marina Kaljaj

Great TV Spots: The Engagement of Ethos, Pathos, Sexos, Ridiculos, and More…

The use of persuasion, emotion, and logic are just as relevant now as they were in your 9th-grade speech class. The Greeks, and Aristotle in particular, identified ethos, pathos, and logos as key persuasive appeals to mankind. Not much has changed in the world of advertising. Check out some new commercials that feature these ancient appeals:

Ethos:  a moral appeal to establish trust, demonstrate credibility, reaffirm a sense of community, and enhance reputation and character

“One Million Hugs” – Heineken

Pathos: an emotional appeal to one’s sensibilities and sensitivities

“The Projection” – Amnesty International

Logos: an appeal to reason using logic and intellectual persuasion

“Ideas for Good” – Toyota

Sexos: a completely and utterly fictional persuasive appeal that takes pathos
and injects it with Viagra

“Dirty Dancing” – Antique Rivet

Ridiculos: enough said

“Bip Bip” – Citroen

 

Author: Eric Swenson

What Do Consumers Want From Brands Online?

In order to gain a competitive advantage, many forward-thinking companies have established a social media presence. Social media marketing definitely adds to a company’s positive image, helps to make a stronger consumer connection, and encourages consumers to engage. Social media marketing has been a success for companies that listen to consumers and actually give them what they want and need.

What is it that customers really want from brands online?

Are people willing to engage more if incentives––such as free products, coupons, or discounts––are offered, or are they interested in problem solving and brand information?

According to the Ad Age article cited below, what consumers most want from brands online are:

• Coupons (65%)
• Better customer service (42%)
• Games or other entertainment (28%)
• Company news (22%)
• None (19%)
• Other (7%)

In order to succeed in attracting social media fans and followers to the brand and retaining them: don’t act irresponsibly, don’t send spam and/or too many messages, don’t post irrelevant content, make sure to respond to comments and/or concerns, and don’t delete negative comments.

Whatever the social marketing offer, it has to be meaningful to the target audience and add value to people’s lives. Be clear, concise, personable, honest, and real!

Author: Marina Kaljaj

How to reinvent your brand?

The challenges of the past few years have influenced many brands to make changes themselves. Smart move, as avoiding the much-needed change because of fear or laziness, could add to brands’ disaster.

Of course, change is always a risk; but aren’t many other things we go through in our lives also considered a risk? Moving to another city, choosing a career, finding a partner…rebranding falls just about in the same category.

If you really want to change your brand, make sure that you have a concept and strategy behind it, not to mention a reason, which could fall under:

• Your values have changed.
• You have a crisis.
• You are the leader but you look like the underdog.
• You’re looking old, not classic.

There are few steps a company should follow when considering re-branding:

• Ban “design by committee.”
• Do smart research.
• Test new designs against new positioning.
• Make sure that your product is good.
• Anticipate roadblocks that can derail the process and deal with them ahead of time.
• Measure success by measuring brand relevance and sales.

For more detailed explanation refer to the link below.

http://adage.com/cmostrategy/article?article_id=148760

Author: Marina Kaljaj

Can first time Super Bowl advertisers compete effectively?

Super Bowl ads usually resonate brands with broad appeal and long histories, to better connect with the large audiences that watch the game each year. This years Super Bowl XLV will include ads from brands that have been in the industry for over 125 years: Chevrolet, Coca-Cola, Mercedes-Benz, and Stella Artois.

That doesn’t mean that you should be afraid to promote your brand whether it is a startup or not. This year, Groupon–the seller of digital coupons that started in November 2008–will be holding a spot as well. They hope that this will help build awareness for the brand.

Exposing a brand is very important; the more exposure, the better. If you aspire to be one of these companies, don’t be afraid to give it a shot. What do you think – can first time advertisers compete effectively?

To learn more, click here.

Author: Marina Kaljaj and Eric Swenson

Are Superbowl ads the best use of businesses’ money?

Marketing strategy is changing. At least seven advertisers from 2010’s Superbowl will not return: Papa John’s, Intel, Monster, Dr. Pepper, Denny’s, Universal Orlando and KGB. Are they fools for pulling out? Or are they making the right decision?

USA Today posted an article recently  discussing the aforementioned companies’ situation. The $1-3 million price tag for this year’s ad slots seems absurd. Surprisingly, however, it’s been incredibly competitive. The media space sold out in October!

Superbowl ad space has always been contention for debate. It draws an ungodly amount of eye balls and gets almost as much publicity as the Superbowl itself. It seems like a no-brainer to want to be the “talked-about” commercial for that particular year.

Some companies disagree. With such large amounts of funds available to spend on marketing, it seems the money might be better used in other, more interactive markets. Just take a look at Pepsi. Last year, they didn’t produce a single commercial for the Superbowl. They decided instead to spend the money on digital media. The PR announcement alone did more for them than so many other companies’ entire marketing efforts.

With the saturation of social media and mobile, it seems plausible that the money could be better spent. Papa John’s has ingeniously offered to give everyone in America (more specifically those who sign up for their loyalty program) a free pizza if the game next Sunday goes into overtime.

People love viral, guerrilla and other alternative ads. The affordability of social media is ridiculous. I wonder if those dollars could be used for something better. What do you think?

Authors: Marina Kaljaj and Eric Swenson