As we’re watching some video footage about a fancy medical procedure for a client one Thursday afternoon, one of the creative guys asks if we want anything to drink. Assuming he would be coming back with a Coke, I said no thank you. When he came back from the fridge with Yuenglings, however, I knew I was going to like it here.
I’ve been an intern at Lewis for about a week now, and I see this culture is about more than the stockpile of beer and beef jerky in the fridge. And I see advertising is about more than making cool posters. I’m not sure what I expected agency life to be like, but this definitely isn’t it. I think I imagined people being bossy and on-edge all the time, and I think I imagined every meeting and conference call being a calculated battle. This imaginary office I built in my head couldn’t be farther from the truth, at least in Lewis’s case anyway.
People wear skinny jeans, colorful scarves and hip glasses, and they make me feel cooler just by being around them. Every cubicle is decorated with cool artwork and/or pictures of adorable children. As much of an oxymoron as it may seem, the thing I’ve found most odd about the agency is how normal every interaction and meeting is. The way people communicate with one another and with clients is just so relaxed, so easy, so normal.
This simple, understandable communication style each member of the Lewis team seems to possess is the reason I have already learned so much. Just in the few days I’ve spent following people around here, I’ve realized how complex, compelling and fun the advertising industry can be.
Caroline is a summer account service intern. She graduated from the University of Alabama in May, and she will be continuing her education at the University of Missouri in the fall. Follow her @carolineemurray.
I eagerly awaited the delivery of my 2012 MINI Cooper, tracking it day by day on the boat from Southampton, England to Brunswick, Georgia. When it finally arrived, I was practically giddy.
Meanwhile, most of my coworkers glanced in the parking lot and shrugged: “Uh, what’s the difference?” After all, it was my third red MINI.
But I was excited about this one because of the addition of a new feature called MINI Connected.
What is MINI Connected? Watch the Official MINI Video.
By now, most of us are used to some level of iPhone integration with our cars. Many of us have cables that allow us to control our music from the dashboard, Bluetooth to make calls and that sort of thing. But MINI Connected takes the bleeding edge of automotive technology to a whole new level.
It consists of two components – an enhanced navigation system built into your dashboard, and an app you download from Apple’s App Store.
It’s a little bit unwieldy, because you have to launch the app on the phone, plug it into the dashboard cable, and leave it on the console.
But to hear BMW engineers tell it, that inconvenience is by design. Texting and driving has become an incredibly dangerous habit on our roads. And c’mon, tell the truth: you know you’ve checked a Facebook update at a traffic light.
What MINI Connected (and its similar but not identical sister, BMW Apps) aspire to do is give you some of the functionality of your smartphone, but delivered in a way that’s safer and more car-friendly. Meanwhile, it reduces that temptation to reach for that cell phone and check just… one… more… message.
It includes about a half dozen features, with more being added. Part of the beauty of this is that now adding new functionality is as easy as updating your iPhone. Suddenly, the electronics in your car aren’t a total dinosaur three years after
you buy it.
What can MINI Connected do? You can do a Google local search and program the results into your nav system. You can use Google Send To Car to pre-send various addresses from your home computer to your Cooper nav system. You can subscribe to RSS feeds. You can listen to web radio. I couldn’t be happier to have access to one of my favorite stations, Birmingham Mountain Radio, wherever my travels take me. Or, you can listen to your iTunes, with the Cooper suggesting a mix of music, based on your current driving style.
And you can check your Facebook and Twitter feeds. On a three-hour road trip, I find Twitter especially useful for keeping up with the news. You can read friends’ updates and “Like” or retweet as desired.
Wisely, BMW engineers have made it impossible for 70 MPH motorists to tap out status updates while driving. Instead they helpfully offer a rather hilarious selection of pre-written tweets, based on activity on your iPhone and your car:
“It’s 92° outside and I’ve just talked with
Lewis Communications on the phone.”
“I’m listening to Nirvana and will arrive on
Peachtree Street at 9:32 PM.”
When disconnected, the iPhone lets you carry vehicle stats with you – how much gas is left in the tank, how many miles of range you have. But for me, the most compelling feature is a brand new one. MINI Connected now includes MOG, a music service similar to Spotify. Now, I can drive down the road and listen to virtually every CD on the planet, for $9.99 a month. It takes a toll on your iPhone’s data usage, however, so I’m grateful to be grandfathered into AT&T’s unlimited data plans.
I love the way BMW and MINI are continuing to bring value to my new car with app updates. I suspect that in three years, most cars will come with a 4G LTE connection, and we won’t need smartphones as a bridge.
But if this is where the future is heading, I Like.
The travel industry has endured a rough couple of years, to put it mildly. In times of downturn, there is always a desire to focus on short-term tactics that will “drive traffic,” and that often leads to pressure on a Destination Marketing Organization to promote more with fewer resources. In my opinion, however, this is a slippery slope. Instead, I would argue that while drawing more visitors through specific initiatives is important, now more than ever is a good time to remind yourself and your community partners of a few core obligations that you have as a DMO.
1. First and foremost, a DMO must ensure that the community brand remains strong. Your job is to answer the question, “Do I want to go there and will I enjoy it?” in the mind of the visitor. Hoteliers, restaurants, attractions and other businesses in your community are focused on the things that will bring them customers and revenue, and they should be. They need you, the DMO, to be the voice of what your community stands for and promote the values, lifestyle and experiences that their visitors will enjoy in your community. If you do not take care of the brand, no one else will.
2. Next, your constituents need you to give them the ammunition to attract the best customers. To do so, however, you need a lot of insight from your constituents and their customers. Specifically, they should allow you to speak with their customers (in a respectful way), and they should openly and proactively share things they learn about their customers. As a result, you need to give back to them in the form of customer profiles, trends and insights for the community as a whole. You should make sure that any potential visitor or group finds your constituents quickly and easily. I will take that one step further and say you should share this information with city members to see if there are opportunities to improve infrastructure or incorporate your brand throughout the city.
3. Lastly, your visitor is online (call me “Mr. Obvious”) and you serve your community best by engaging your brand with consumers where they are. If I were to do a Twitter search on your city, what would I find? What if I went to your website or Facebook page? Is a dialogue taking place between you and the online community? Does your website give me a sense of your community or is it simply an online version of your visitors guide? You are the portal to your destination and you cannot afford to neglect the online world or damage your brand by only touting local promotions. You serve your community partners best by being the one, if only, voice that allows people to get to know your community.
If you remain true to these fundamental challenges, I believe that you will see long-term success, and that the pain and length of the downturn can be greatly reduced.
How do you ensure your brand message is being heard today? How do you help your constituents attract customers? What does your online presence look like? I would love to hear how you are balancing your branding efforts with the downturn and what you are finding works.
My colleague Carlton Wood and I just attended a fantastic seminar at Boulder Digital Works (BDW) in Colorado. Thanks to a nonstop schedule, we barely saw the Rocky Mountains, but we did have the chance to hear from some of the leading voices in digital marketing.
BDW, a joint venture between Crispin Porter & Bogusky and the University of Colorado, is a graduate school that offers both a 60-week program for full-time students and an immersive workshop for working advertising professionals. Instructors are working creative and strategic leaders at top agencies like Crispin, Colle & McVoy, RAPP, Mullen, Modernista, and Victors & Spoils.
The session was sponsored by ICOM, our international agency network. It was revealing for Carlton and myself to work side by side with agency principals from the US, Puerto Rico, Colombia, Finland, India, and beyond. After each session, we went into breakout groups and concepted digital ideas and solved problems, based on the information we had just learned.
A few takeaways from our seminar that seem well worth sharing:
Everyone knows that social media is playing a larger role in marketing campaigns now, and that there is movement toward a two-way conversation, rather than just a creative broadcasting of a slogan or positioning.
BDW instructors spent a great deal of time talking with us about the next wave of digital marketing—the notion that a brand’s communications should not only be powerful, but useful, to consumers.
If the first stages of the Web were about microsites, e-commerce, and brochureware, and today, it’s about a two-way conversation with consumers, what lies ahead is a fully-integrated digital ecosystem. It’s not just your website, or your Facebook page. It’s about shaping your brand at every touchpoint of contact. Are you the same company in your print ads as you are on your mobile website? Does your social media speak in the same voice as your event advertising? What about emails, banners, and search?
Kip Voytek, SVP Communications Planning at RAPP: It’s no longer about talking at consumers—it’s about talking with them—listening, helping, inspiring, and facilitating conversation. (If this sounds a lot like the language you’ll find on the Lewis website, we think that’s good news; it’s a sign that we are headed in the right direction.)
Mike Caugin of Colle & McVoy had this memorable observation:
Web 1.0 = The Information Age
Web 2.0 = The Participation Age
Web 3.0 = The Helpful Age
He cited companies that were pioneering helpful, such as Google, Netflix, and Kayak. In his words, “the lines are rapidly blurring between what is marketing and what is operations.” It’s challenging marketing departments and the people who actually create product to work together in new ways.
A great example is Apple, and the fact that the advertising, storefronts, and product are so seamlessly integrated that you can barely tell where one ends and the other begins. Great marketers are looking past media messaging and searching for ways to more powerfully connect with consumers at every touchpoint of a brand. At the same time, powerful storytelling will remain an essential part of a great brand.
Scott Prindle, Interactive Creative Director at CP+B put it this way: In the expanding digital ecosystem, brand utility is a key component of the marketing mix. How can we be useful in our interactions with consumers, in a way that’s congruent with our brand? This mix of utility and brand story will define the great brands of the future.
At our BDW seminar there was also a great deal of talk about the emergence of a new team member. The “creative technologist” is becoming a vital new member of the creative team: the technically-savvy individual who introduces the latest technological possibilities into a creative concepting session. Ideally, this is someone who speaks both advertising and technology and who can bridge the gap for the other players.
Two other key trends: the rapid adoption of smartphones is going to define our marketing efforts in the next few years, and the proliferation of crowdsourcing is definitely changing the advertising and communications landscape.
Carlton and I loved getting to work with our ICOM counterparts from agencies around the world. Agency networks sometimes are only mentioned in passing during new business pitches, but our experience reminded us that these ties are real, powerful and useful. As part of the ICOM network, we have the ability to gather research or get assistance from agencies all over the globe, and to share our knowledge with them. Being able to meet and work with these people firsthand really affirmed the value of the ICOM network for me.
Today we launched a new name, branding and service line advertising campaign for our client, Stony Brook.
In early 2011, our client asked us to take a look at how we might update and expand their brand structure and identity. Stony Brook had faced inconsistencies over the years in how their brand was communicated internally and externally.
They asked for our help in developing a larger, more academic and research-focused brand.
A solution and strategy emerged. Our answer was to unify all entities—the hospital, five health science schools and 35 off-campus healthcare facilities—to establish a solid brand structure that allowed for improved communication internally and externally. The new brand that emerged was Stony Brook Medicine.
» Visit the new Stony Brook Medicine website: stonybrookmedicine.edu/idea
In addition to developing the strategy and naming structure for Stony Brook Medicine, we also created a new look and feel through logo development for Stony Brook University, their overarching brand, as well as their five health science schools, major centers and institutes. Our work in brand identity and logo development included everything from stationery and business papers to interior and exterior signage for Stony Brook University and Stony Brook Medicine.
Throughout the remainder of 2011, a new website, stonybrookmedicine.edu, was also created. We developed the site’s design, worked hand-in-hand with the client on sitemaps, built the site templates and launched the site this past February.
Earlier this year, we went into campaign production on multiple advertising elements that would launch internally at Stony Brook Medicine as well as externally though paid media. This week, the external advertising campaign launched with TV and radio spots, banner ads with videos and print ads.
We are very excited and happy to share the advertising campaign. You can view the new campaign for Stony Brook Medicine at the link below on their new website: stonybrookmedicine.edu/idea
And now, if you listen closely, you can hear the corks pop as we celebrate with a bottle of champagne!
Make that a 22,841-foot view.
Just Do It. Sounds trite, but I firmly believe that I stood on the top of Mount Aconcagua, one of the highest mountains in the world, on Jan 14, 2011 because of an ad man from Portland, Oregon. Our industry has the power to influence. Sometimes for good, sometimes not. I’m not a copywriter, as witness to this blog post. I’m an art director. And while I do believe that art can certainly move you, words, on the other hand, have a lasting quality and a power that transcends a memorable photo or a striking illustration.
“Just do it.” has remained Nike’s official tagline for over 20 years, and is one of the most memorable slogans in advertising history. It’s also a mantra that can be heard on any weekend bike ride, or college keg party. You can hear it at the local gym, an 8th grade dance, or maybe on a morning jog with a few buddies. It always comes to the surface when someone is contemplating something new. Something that will most likely push them out of their comfort zone. A tagline written for a shoe company has changed lives. It changed mine, of that I have no doubt. No, I don’t have a Nike shrine under the stairs at home. I don’t even buy Nike shoes. But I bought in, 100 percent, into their marketing effort. I love “Just do it.” Sometimes it gets me in trouble. Sometimes it puts me in places I thought I would never be. Like the summit of the tallest mountain in the Andes. So in a way, I guess I do use Nike’s product. The fact that I think about Nike’s tagline every time I push back at the urge to sit on my ass, is testament enough.
Words have power. The power to persuade. The power to motivate.
A simple note can change the course of someone’s life. A single paragraph from a paperback book, graffiti on a wall, a love note passed in a 5th grade classroom. Just a few words from a speech put 12 men on the moon. Words can move people, change people. Words can make you cry, make you laugh. A message on an answering machine, or even the lyrics from a song can have a profound impact. Like the tagline of a shoe company that put an old art director on the summit of Mount Aconcagua.
While people spend countless hours each day checking social media sites, their reasons for doing so aren’t always as “cutting edge” as those of us in the marketing world would like to believe. A recent study published by Pew Research Center found that 91% of people active on social media sites say that simply staying in touch with friends is their motivation to use.
Too many marketers refuse to acknowledge that the way those of us in the communication industry use social media isn’t typical, as compared to the average consumer. If companies and brands using social media are really looking to drive ROI through these channels, they need to start offering information as valuable as a post from a friend.
Early in October, I received a call asking me to handle the marketing for an event at The University of Alabama. Seven UA departments were collaborating to bring Soledad O’Brien to campus, and if you haven’t guessed already, the first issue brought up was how social media needed to be the main component in our marketing strategy.
The primary social media channels being used were UA Ferguson Center’s Facebook and Twitter accounts, which had significant followings of more than 3,000 students. My challenge was to figure out how to engage students with the Ferg to drive the desired result: a packed house for the night of Soledad’s speech. I did a little research and found that most students were looking to feel like they got some sort of one-on-one time with Soledad during her visit.
After this discovery, I made two very simple additions to the marketing strategy that drove positive results on both social media accounts—not to mention a standing room only crowd on the night of the event:
I. We asked students to submit questions for the Q&A session held after her speech via Facebook and wound up with hundreds of submissions. II. We set up and promoted a Twitter hash tag so students who weren’t able to attend could still participate. We had over 50 students tweeting on our live chat the night of the event.
These simple tweaks were not only effective in engaging students for the Soledad event, but have served to revitalize the Ferg’s social media presence. Tweets per day are at their highest level ever, Facebook comments and unique page-views are higher than they have been in months and we even had students solicit our team via Twitter asking to write a post on the Ferg Blog, which rarely sees any activity outside of UA employees.
Why not take this example to heart and show your online community that your focus is on what they want rather than what you’d like to tell them? Try sharing information they see value in rather than the self-serving, one-way marketing updates we are all guilty of sending out far too often.