http://www.thinkmktg.com/index.php en erin@thinkmktg.com Copyright 2010 2010-07-26T18:16:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/creative_indirection/ http://www.thinkmktg.com/index.php/weblog/creative_indirection/#When:18:16:00Z Working with all kinds of designers, we can appreciate this here at Think.  We think you will too.  http://www.27bslash6.com/missy.htmlBut actually, this isn’t just funny, it’s practical.  As a creative agency, producing creative can often be a little like flying blind.  If you don’t have a proven methodology for evaluating creative, lots of times you start with information that’s much like what Missy’s owner, Shan, has sent to the designer.  It’s enough info for her because she knows what she wants.  Now sure, the designer here is just making a point (and being a pain), but  this is truly an (over-exaggerated) illustration of what can happen when not enough direction is provided to a creative person.  A designer may want to produce something right for you, but if they don’t know what’s in your mind, or if you assume they understand the purpose and if they don’t have enough specifications, they’ll be creative, after all, that’s what they’re good at!  At Think, we have a proven methodology for producing great creative that’s both creative, and meets the clients’ needs.  We’d love to show you.     2010-07-26T18:16:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/the_4th_of_july_business_independence_and_innovation/ http://www.thinkmktg.com/index.php/weblog/the_4th_of_july_business_independence_and_innovation/#When:19:18:00Z In preparing to celebrate our great country’s independence and history, I found myself thinking about our country’s future and the state of business in our economy.  And recently, I’ve been thinking a lot about that, researching things and finding myself noodle-ing around in statistics and such – and part of that is due to Think getting some great new certifications!  So first, let me tell you about those – we’re now certified as a Woman-Owned Business (WBE) through WBENC, certified to do business with the utilities, and officially a Small Business through the SBA.  So, we’re a WBE, a SBWBE and a SB.  (By the way, small business is defined as an independent business with less than 500 employees, and there are some other revenue qualifications based on industry, etc.) Now, back to the economy and our country’s future – which is not really disjointed from the above certifications, actually.   Did you know that roughly 80% of new businesses opened each year are woman-owned?  And that small business represents 99.7% of all employer firms and 64% of all new net jobs over the past 15 years?  And also, small businesses produce 13 times more patents per employee than large firms?  I didn’t either, until recently going through government and agency research.   This is an inspiring thought – small business is the lifeblood of our economy and the road to innovation in our country. This makes all of us at Think Marketing very proud to be helping so many small businesses succeed and get to the next level, and of course, to be part of the movement that’s paving the way to a bright future.   Have a great 4th, everyone!   2010-07-02T19:18:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/a_couple_more_great_uses_of_social_media_for_business/ http://www.thinkmktg.com/index.php/weblog/a_couple_more_great_uses_of_social_media_for_business/#When:16:50:00Z Came across a couple companies using social media for customer support—and check out Best Buy’s case study!http://twitter.com/rackspacehttp://business.twitter.com/twitter101/case_bestbuyInspiring. 2010-06-21T16:50:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/social_media_for_business_yes_indeed_ia/ http://www.thinkmktg.com/index.php/weblog/social_media_for_business_yes_indeed_ia/#When:21:22:00Z Just this week, 2 CEOs separately told me they weren’t sure how they could use social media for business - they knew their kids used it, but how could their business benefit from Facebook?  There are lots of reasons I could give – the least of which, if you can’t wrap your head around it, is that it helps with your Search Engine results.  So, there’s that – and that’s a no brainer!  What business doesn’t want better results in the Search Engines?!  But beyond that, there are tons of benefits and success stories from companies succeeding with social media in many different ways.  Here are a couple examples: 1.     Communications Provider Listens to ConversationsAvaya, a global communications provider in Basking Ridge, N.J.,  has created an advanced listening tool with Twitter. Using third party tools the company tracks mentions of its brand name and has automated alerts for dozens of keywords for products and competitors, said Paul Dunay, Avaya’s global managing director of services and social marketing.Usage & Results:  Avaya looks for sales leads and opportunities to replace competitors. One day, a company posted about its quest for a new phone system. Mr. Dunay replied, introduced himself and offered to put this person in touch with an Avaya strategic consultant. “Within 13 days, we were able to convert that one tweet into a $250,000 sale,” he said.The company also follows up to 2,500 Twitter postings a week, often from clients with technical issues, he said. “If we see those, we’re on them in 15 or 20 minutes,” Mr. Dunay said. “That’s providing killer support and customer delight.”Social Media Links:         www.twitter.com/avaya          www.avayablog.com 2.     Steel Building Manufacturer Builds Relationships with Customers and Finds New VerticalsIn a recent interview Michelle Wickum, director of marketing for the Norfolk, VA SteelMaster discussed their social media program.  Like many businesses SteelMaster was initially reluctant to use social media.“It’s steel buildings,” explains Michelle Wickum, director of marketing for the Norfolk, VA company. “How is that going to tie to Facebook? It doesn’t make a lot of sense, but when we looked at the growth in Facebook and social media, we felt we had to get our arms around it.”Usage & Results:  The company ended up finding two ways that Facebook worked for them. First of all, it allowed customers to post pictures of their buildings which demonstrated to prospects the various ways SteelMaster buildings can be used.  Secondly, their exposure on Twitter and Facebook created demand in new verticals where there was little traction before.  Chicken farmers and woodworkers saw the pictures of SteelMaster buildings and became interested in the product.Social Media Links:         www.twitter.com/SteelMasterUSA        www.facebook.com/SteelMasterBuildings         www.youtube.com/SteelMasterBuilding         www.flickr.com/photos/steelmastersteelbuildings         www.steelmasterusa.com/blog 3.     Dry-Erase Paint Company Sees the Impact in Website TrafficIdea Paint, a company that sells paint that turns surfaces into dry-erase boards, recently shared how they utilize social media throughout its sales and marketing process. Marcus Wilson, Idea Paint’s head of marketing, stated in an interview that their integrated social media marketing program provides the company a level of customer intimacy and global reach and that was unheard of 10 years ago.Usage & Results:  The company blog, where employees publish videos, images and stories of product installations, is the hub of Idea Paint’s social media activity. The company uses Twitter and Facebook to share content published on the blog — then to listen to, respond to, and interact with the community that content engages.  Now, social media is one of the company’s leading sources of website traffic and still growing.  Meanwhile, the company’s Twitter and Facebook reach grew 70% in Q1 2010, and is expected to grow an order of magnitude in Q2. Social Media Links:         www.twitter.com/ideapaint         www.facebook.com/IdeaPaint         www.youtube.com/ideapaint         www.flickr.com/photos/ideapaint/         www.ideapaint.com/blog/   4.     Paper Company Uses Twitter for Lead-GenerationThe marketing team at Neenah Paper, a manufacturer of high-quality paper products, had to find a new to reach potential customers because the traditional phone conversations and in-person meetings weren’t delivering results.  Jamie Saunders, Neenah’s marketing communications manager, noted that most of the company’s potential customers — designers, graphic artists and printers — were spending their time in front of their computers, and that social media could be a way to better engage them.  Jamie says these sales reps are finding that social media is simply a more effective way of engaging with their prospects. “It’s an invitation to have a conversation. You’re getting permission to have a conversation — a conversation that used to happen in person.” Usage & Results:  The company decided to try social media.  Even though it started in the marketing department — the sales team benefitted!  They use Twitter for prospecting and lead nurturing. Now they have 10 sales representatives nationally using their personal Twitter accounts on behalf of Neenah to close new business.   Social Media Links:         www.twitter.com/NeenahPaper         www.facebook.com/pages/Alpharetta-GA/Neenah-Paper/57797851697         www.neenahpaperblog.com  Source References:1 - http://www.nytimes.com/2010/05/27/business/smallbusiness/27sbiz.html?ref=marketing 2-4 - http://mashable.com/2010/05/21/surprising-social-media-business-success/   2010-06-12T21:22:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/decorate_your_holidays_with_joy/ http://www.thinkmktg.com/index.php/weblog/decorate_your_holidays_with_joy/#When:17:52:00Z Add a little joy to your day creating your own gingerbread house on our site!  Happy holidays from all of us at Think! 2009-12-21T17:52:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/and_the_turkey_award_for_branding_goes_to/ http://www.thinkmktg.com/index.php/weblog/and_the_turkey_award_for_branding_goes_to/#When:01:11:00Z Aol.  Period!  Yes, AOL’s new brand mark.  Aol with a period.  Better?  It’s reversed out font over images that constantly change.  So check out this new “logo”:  Really?  Really.  According to the company’s press release and a statement from their CEO, “Our new identity is uniquely dynamic. Our business is focused on creating world-class experiences for consumers and AOL is centered on creative and talented people–employees, partners, and advertisers. We have a clear strategy that we are passionate about and we plan on standing behind the AOL brand as we take the company into the next decade.”   “uniquely dynamic,” “world-class,” and “clear strategy” get translated into rotating images and the brand acronym with a period?  Since when did a period communicate dynamicism???   (Not a word, I know, but since we’re breaking all the rules anyway….)  Since when did world-class get communicated by a brand mark that disappears into an image?  Since when did a “clear strategy” get communicated by constantly changing images in a “logo”?   Since when did reversed out fonts EVER become a good idea?  It’s an insult to the world of branding and brand managers everywhere.   But hey, let’s give thanks to AOL for giving us all a terrific example of what not to do with our brands.   Happy Thanksgiving, everybody!    2009-11-26T01:11:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/a_case_study_in_product_launch/ http://www.thinkmktg.com/index.php/weblog/a_case_study_in_product_launch/#When:01:48:00Z Ford is about to launch their new Fiesta, a new "global car" they’re introducing to the US market.  The "Fiesta Movement" campaign is truly worth taking a look at.  Social media.  In-person events.  Advertising.  Product sampling.  Live and media-driven testimonials.  Microsite.  Viral.  PR.  Polling.  Interactive.  Email campaigns.  You name it.  There’s not a marketing tactic that’s not well treated or powerfully harnessed for this campaign.  Ford, I.  Am.  Impressed.  When I sat down to write this blog, 2 things drew me to it as a topic I wanted to share with you – 1) it’s a truly integrated campaign, and 2) it’s a terrific example of a product launch.  But, as I came to further researching it, what became even more impressive to me was the way in which Ford is strategically targeting a younger audience with this product and the campaign to launch it.  Their goal of course, is to create life-long brand relationships and drive brand loyalty.  Not only is the product a perfect response to market need, Ford is speaking to the youth audience in ways that reach them “where they already are” and involve them from moment go.  The messaging is succinct and the campaign elements are ideal.  2-way conversations and genuine Web 2.0 functionality throughout the whole “Fiesta Movement” – and even the title of the launch speaks directly to their audience.  I also love the heavy use of video, since both the 18-24s and the 25-34s have video content as their top use for social now.  Check out their microsite for a glimpse into this great product launch: http://www.fiestamovement.com/    2009-11-20T01:48:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/great_quotes_on_branding/ http://www.thinkmktg.com/index.php/weblog/great_quotes_on_branding/#When:21:43:00Z  “A brand is not aproduct.  It is the sum total of everything a company does — the good, the bad and even the off strategy — that creates a large context or an identity in the consumer’s mind.”- Scott Bedbury, Formerly of Nike and Starbucks "A brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation and the way it is advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience."- David Ogilvy, Ogilvy & Mather “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" - Michael Eisner, Former CEO Disney “A brand should strive to own a word in the mind of the consumer.”“The crucial ingredient in the success of any brand is its claim to authenticity.”- Al Reis and Laura Reis, from The 22 Immutable Laws of Branding  “I think that if you’re really using the Internet effectively, you’re going to figure out how your brand relates to the individual which is not something that has been a tremendous issue in branding in the past because it has been a one-to-many kind of marketing message outward.” - Terri Holbrooke, Ziff-Davis 2009-08-13T21:43:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/getting_a_brand_up_and_running/ http://www.thinkmktg.com/index.php/weblog/getting_a_brand_up_and_running/#When:21:44:00Z Think Marketing congratulates client, the Pasadena Marathon, on a sold out event!  Yesterday’s marathon brought over 9,100 people (and 1,200 volunteers!!).  Even with rain pouring down from the sky, participants rallied behind the 5k, half marathon, bike and full marathon.  A great time was had by all and Think Marketing is celebrating this great success.       “The work of years culminated in one of the most successful events that Pasadena has ever seen, and that’s saying something," said Israel Estrada, Executive Director, Pasadena Forward.  "While our staff, volunteers, and contractors worked to ensure the execution of an excellent event, the brand and recognition designed by Think Marketing was strong enough to bring in people from all over the world.  I don’t believe there’s another team of professionals who could have done it better – thank God for Think!”  Think Marketing worked with Pasadena Forward, the organizer and owner of the Pasadena Marathon, to create simple, polished marketing programs that created the buzz and community support needed to convince the Pasadena City Council to unanimously approve plans for the inaugural Pasadena Marathon. (No small feat for a city that already shuts itself down for the world famous Rose Bowl!!)  And yesterday, on March 22, 2009, Pasadena Forward held what we hope is just the first of many successful marathons and fund-raising events to come.  "We feel we’ve created a legacy and a great tradition for the southland," said Erin Mills, president, Think Marketing.  "Think Marketing is proud to have paved the way for this local gem to become a powerful brand for many years to come."  2009-03-23T21:44:00-08:00 http://www.thinkmktg.com/index.php/weblog/comments/great_creative_wasted_on_bad_execution/ http://www.thinkmktg.com/index.php/weblog/great_creative_wasted_on_bad_execution/#When:04:47:00Z Recently, the city of Los Angeles announced a new ad slogan: “That’s So LA,” which will be used to launch a $2 million marketing campaign seeking to capture the hearts, minds and dollars of tourists “around the world.”  (How, you ask will $2 million reach around the world?  Well, I’ll get to that….)  First, let’s talk about the campaign concept itself – taking a term of derision and turning it into an advertising motto is, well, So LA (and great creative). For the past several years we’ve been using “See My LA” – a campaign completely focused on celebrity-ism versus actually seeing anything about “my” LA.  Sampling of creative below – just celebrities and what they say LA is.  (Note: If you’re viewing my blog on a feed or Plaxo, you’ll need to click to our website to see the images.)  We never did get to see my/our LA…..  And when I first heard of the new campaign (just heard the motto without seeing the creative executions), I thought “That’s So LA” would be the same, but it actually presents so much more than the celebrity point-of-view – it takes the concept of what happens in LA and exploits it.  A bit of fun poked at ourselves – and that, I think, is a good thing.  Well that and actually *showing* LA.  OK, you had me at “So.”    A gripe on execution. The “That’s So LA” campaign, however, will be launched targeting primarily Southern California residents who travel to LA.  Fascinating.  Given, I’m clearly not the demographic (since I actually live in LA and don’t vacation here - although I openly admit to spending most 3-day weekends here.  Does that count?!), why would anyone want to waste the dollars on ensuring I see the outdoor media while I drive to work?  (I promise not to mention by name the company I used to work for that specifically bought outdoor for its President to see on her way to work, so this does really happen.)  Does this make any sense?  No.  Especially not with a global budget of $2 million.  Perhaps these couple mil should be spent not on the billboards at LAX, but rather, on billboards in Chicago and everywhere else that’s completely snowed in.   To quote the promotional materials, “There is definitely an LA way of doing things and we’re famous for it – whatever ‘it’ means.  The expression ‘That’s So LA’ has become part of the language because it captures that indefinable something that makes LA – LA.”  So perhaps, “That’s So LA” is indeed So LA?  If by that you mean wasting a couple million on self-promotion to ourselves, then indeed, that’s So LA.    2009-02-20T04:47:00-08:00