AdFedCO Blog
Differentiation Key in Speaking to Your Target Market
Cheryl Mcintosh, Studio Absolute
In the world of branding and design, we often have several projects going for businesses within the same industry. Clients want to know how we are going to make their website, logo, etc. different (“b 400 etter”) then their perceived competition. It’s a great question… one we’ll strive to answer here.
First, it’s important to understand what a brand idea is and how branding helps communicate it. A “brand idea” is the simple essence of how your company is perceived. It’s all of the mental associations that surface when people think of you, boiled down to the one thing that makes your company special and different. “Branding” is all of the things you do to get your brand idea out to the market. It’s your website, advertising, print collateral–the list goes on.
Regardless of the business or industry, we ask the same question of every client: How is your brand perceived by the market? If there’s any uncertainty, we ask our client’s clients and their potential target market. It’s crucial to understand the brand idea from the public’s perspective because as business owners, it’s like reading the paper an inch from our face. Getting an outside view of things helps u 400 s to remain objective and see our business through our market’s eyes.
Once we understand the brand idea and differentiating factors, we look at how the business is positioned relative to their competition. Is the product or service considered a premium or is it a value-based brand? Who comprises the target market? Are they families, retirees, or a small niche of shoppers? By marrying the brand idea with deliberate positioning, the “branding”–all of the tools to get the brand out there–naturally defines each business uniquely from their competition.
To illustrate this concept, Studio Absolute recently worked with three businesses in the same industry although each was very different from the next. Builders and home designers, New Era Homes, Larranetta & Co. and Groza Construction came to Studio Absolute for help refining and communicating their brands. By simply scanning the yellow pages (online, of course), one would assume these three businesses were in competition, but in realit 400 y, their brand ideas and target market was vastly different from one another. By defining this in their branding, each business is now able to address the needs of their unique consumers and avoid the generalization trap of attempting to be all things to all people.
Brian explains how proper positioning in front of his target market helped Groza Construction realize the benefits of deliberate branding.
“We approached Studio Absolute as we had determined the marketing information that we had for our company was not truly reflecting the majority of the types of homes that we were building. We had developed a strong presence in a select niche of contemporary design and our current branding reflected a more classical theme.
Studio Absolute did a fantastic job of expressing our target market with our new branding, evidenced by rave reviews in our initial unveiling to a large group of architects touring one of our featured homes. We further reinforced this brand with an updated website that h 400 as also given us many favorable comments from prospective clients and architects that have seen the site.
In our field the return on investment is often difficult to measure, but I am confident that our new branding has played a key role in at least one new project on our books, which easily warrants the cost outlay for the work.”
As Brian mentioned, Groza Construction appeals to a select niche of contemporary design and his clients are willing and able to pay a premium for his craft. New Era Homes appeals to families and retirees that want the most home for their money and are seeking unparalleled quality at a price they can afford. Larrenetta & Co. stands for extreme attention to detail and customization for life-time homes. Each of these qualities is now represented in every aspect of their branding–from the detail in their logo design, to the functionality and design of their website. Even the content of their website and print is designed to speak directly to their specific audience 1F3 while further differentiating each builder from their competition.
Your company’s brand already exists in people’s minds. Deliberate branding allows you to be proactive in the shaping of that perception and remove your business from commodity status. In doing so, you make it easy for future clients to say “yes” to choosing your business over the competition.
Click to read more from Studio Absolute
400The Lonely Life of the Long-Distance Brander
Scott Cowan & Randall Schoonover of the Great Society
The Running Superfans campaign tells the story of Karl and Carl Underwood, Running’s #1 Superfans, metaphors for the lengths that Brooks will go to support runners and to champion the running experience. Using a carefully orchestrated mix of traditional and untraditional media to advance and provide depth to the transmedia narrative, the Superfans effort was a huge viral hit for Brooks among runners, the running blogoshere and the running p 400 ress, with the videos alone amassing more than 3 million views. For a taste, go to runningsuperfans.com.
“We’re from Portland, Oregon and we help good clients build powerful brands.”
Three Simple Principles
1. The most powerful brands are leaders not followers.
This is a difficult thing to do. Challenging the status quo is a mind set. What we have to remember as marketers is that new and novel things make an impression.
2. Emotion, Not more rationality.
Have a take on the world. Neuroscientists tell us that if you want a memory to stick it has to have emotion attached to it.
3. Peer-Peer, NOT 400 Corporation-to-consumer
Humanity is important. Strip away corporate marketing speak. Have a human over the hedge conversational tone
The Great Society motto is: THINK DIFFERENT, ACT DIFFERENT, BE DIFFERENT
Being authentically different and achieving irrational loyalty pays off:
These brands more likely to be profitable
These brands more likely to charge more for products
These brands are harder to compete with
These brands are more likely to grow their category
“The real fact of the matter is that nobody reads ads. People read what interests them and, sometimes, it’s an ad.” Howard Luck Gossage
Great marketing is great storytelling. More and more we are using a transmedia approach to storytelling.
We’re going to share a recent campaign for Brooks as a single case study to illustrate this approach.
Strategic context: Brooks ru 400 nning is a high end running shoe with eight years of continuous growth. Market research revealed that people know of Brooks Running Shoes but they don’t know them well. They have rationality but no emotion. We need love in the equation. Our job is to make people fall in love with Brooks.
Three familiar advertising conventions:
#1 Big Sweat
#2 Big Shoe
#3 Hybrid = Big Shoe + Big Sweat
There has been an enormous sea change in the running category. It is more diverse, democratic and multi-faceted. But this is being ignored.
Brooks has identified the old two-dimensional approach to running as their enemy.
The Brooks Point of View on Running: Run Happy
From To
Runners are Machines Runners Are People
Pain Pleasure
Chore 400 Reward
Physical Metaphysical
Rational Emotional
Reductive Complex
Performance! Experience!
Brooks exists to be a supporter. Championing the Hell out of Running.
RunHappy is a tagline that also guides Brooks’ communication efforts as a metaphor.
In creating a campaign, they set to work on a creative brief. The kernel of the Creative Brief is that runners, unlike many sports don’t have fans, the Great Society team sought to create fans.
They created Carl Underwood, a singular super fan. As the idea evolved, Carl started to feel a little creepy. They began casting for a video and their concerns grew until the Sklar Brothers arrived. They are a comedy duo and they brought an epiphany: having two men is better than 400 one.
All of the GS concepts were given greater dimension and playfulness by casting Carl and Karl for execution.
Examples
YouTube Videos: Nipple Stand Ultramarathon
Website
Blog
Facebook Page
Real World Interactions at Boston Marathon
Design For Wonder
Design For Wonder Julie Beeler After years of co-productions with Natio 400 nal Geographic, PBS, DreamWorks and the Smithsonian Institution, Julie’s passion for combining compelling content with innovative interactivity has cultivated a unique area of specialization and brought Second Story international recognition as an industry leader. Julie will talk about her studio’s focus on the fusion of interaction, electronic media and the physical world. The evolution of interaction is expanding beyond the screen and as audiences continue to crave ever-greater control and personalization over the information, content and experiences they have, the interface between the digital and physical worlds is blurring. Giving definition and new forms to this “blur” is one of the exciting frontiers of this young, ever-evolving industry. More about Second Story
- Developers of Media for Culture
- A Collaborative Multi-Disciplinary Study
- Always focused on inspiring Wonder
Challenge: bring to life design archives and empower access.
415 Beach Stories: A project in Santa Monica is the Annenburg community beach house.
Challenge: convey the home’s history in a playful way for visitors to connect to the history.
Infinite Line In a collaborative effort with Adobe, Second Story created a project titled Infinite Line for technology museum.
The team created a digital painting tablet that allowed visitors to participate in groups with each other. They then ported this experience for digital and mobile experiences.
The New York Botanical Gardens: 400 Plant Hunters
Challenge: capture the experience for online visitors.
For this project Second Story worked to create an online immersive experience that allowed visitors to have a virtual scavenger hunt.
Challenge: bridge the gap of working with very old documents Created Docs Teach pull on National Artifacts
MOMA Henri Cartier-Bresson: The Modern Century
Challenge: Construct an interactive experience that revealed a narrative
Oregon TimeWeb Long term project funded by the Oregon Historical Society
Challenge: Develop front end for Oregon historical documents digit 400 ized all in a database
Developed a website experience with a dynamic timeline with a tagging structure built via folksonomy
Takeaway: One of the ongoing challenges is to create entry points for a diverse audience. This is a common challenge as marketing and communications professionals. Thinking about audience hooks is paramount.
International Quilt Studies Center and Museum
Challenge: create an engaging site for quilters that also represents their vast collection of quilts.
Designed a projected exhibit for the IQSC Quiltmaker’s Gallery: allows visitors to create and share digital quilts in a website gallery.
Vogel 50 x 50 Dorothy and Herb Vogel are an amazing couple A Brooklyn librarian and postal worker have amassed a prestigious collection of contemporary art. They decided to give this art as a gift to the National Gal 400 lery of Art in Washington, D.C. but the museum didn’t have capacity for all of their works. Dorothy decided to give works to every museum in the country and share the unified collection on a website. They gave a museum in every state 50 works.
Challenge: telling this phenomenal story
Website allows curators across 50 states access to its Content Management System.
Bank of America Market Data Mirrors
Challenge: Create an installation that visualizes market data in a second floor elevator lobby that is meaningful for traders
Created a display with 3-D renderings of data feeds using a mirrored surface which catches people’s attention.
Kansas City Royals: Design Your Own Ballpark
Challenge: how to create a simple, interactive tool for visitors designing their own ballpark?
Portland Art Museum: Body Collective
Challenge: create tattoo exhibition relevant to Portland Digital installation allowed patrons to share and view tattoos.
History of the Armory Challenge: create a way to tell the story of the Portland Armory, an iconic historical building. Created two apertures with movable peep show.
Takeaway: no matter what it is you are working on focus on the heart of the story.
Being flexible and adaptable is very important. It’s always finding adaptability as you move through. Clients are an ingredient but we are focused on the visitors. Our ability to enlighten clients that this is the appropriate 23 focal point is also necessary.
400Lessons I Learned From The Man Your Man Could Smel 400 l Like
Since its launch in February, the Smell Like a Man, Man campaign has generated more than 1.4 BILLION impressions for the brand including 130 million video views. The first-of-it’s kind Old Spice social-media response videos generated and unheard of 23 million views in just 36 hours. So what made the campaign so successful and what elements were in place that enabled them to become a viral sensation? Jason Bagley, Creative Director for Old Spice at Wieden + Kennedy, will share lessons learned from this successful campaign.
Jason has been at W + K for over seven years, he was nervous as hell and Jim Riswold did not help matters. The first work Jason ever presented at w + k was promptly stamped with Jim’s STUPID marker.
Breaking down the F.R.I.E.N.D. strategy
Frighten them
Reassure them. Scared people look for leadership
Invent things out of thin air that sound smart
Even if someone makes fun of you…
Never forget the acronym F.R.I.E.N.D.S
Don’t make up last minute acronyms
The Man Your Man Could Smell Like Set-UP
A set with Isaiah Mustafa in his towel and shower, a team of Jason and three other writers took turns directing. Nothing was pre-written. Nothing was promoted in advance. Their prop table included money, a fake monocle, fake fish and other artifacts that they suspected would come in handy.
Their process was completely collaborative. One writer would write jokes, the others would review, delete some, build on others.
This advertising effort was more similar to a stage performance than advertising. As the responses came in it was completely exhilarating.
In 2.5 days there were 185 commercials produced. Early on, while they were still writing scripts they were already reading press coverage on the Huffington Post and fielding calls from the Today Show.
Day 1: 5.9 million YouTube views
Day 2: 8 out of the top 11 YouTube videos
Day 3: 20 million views and beyond…the stats keep coming. This level of success was not anticipated however the YouTube response videos were believed to be a great idea.
What Made This Possible?
Two traditional TV commercials with a large media buy made this possible.
The lesson here: Great traditional advertising is interactive. And great interactive advertising is traditional. There were already a number of response videos to the the television spots. This became interactive because people loved the spots so much. Whether you do traditional or interactive it just has to be great.
The Work Comes First
The future is an integrated future. Whatever mass form 400 s of entertainment we have, whatever the vehicle, there will be collective entertainment sources. There will never be a day when we don’t relish shared cultural experiences such as Lost. The Future Is Everything. Embrace It.
Two years ago Wieden + Kennedy was not on the map for digital. They were known as a great ad agency. Around this time, Dan Wieden made the announcement that w + k WOULD be one of the top digital agencies in the world. They were one of the most awarded agencies at Cannes this year. They are now viewed more and more as a digital agency. How did they make the transition?
The process is the same: the Work Comes First. It’s all about a great idea. The way to judge the work is essentially the same. Great conceptual, traditional creatives only need the desire to become great Interactive creatives. It’s not any harder.
How We Do It (?)
This is a very incomplete list:
1. Determine your strategy and message –The Man began w 400 ith Manly Body Wash campaign that talked to Women buying lady scented body wash
Hire some nerds. Digital Strategist Dean McBeth aka Robot is amazing, he knows everything or can find it on his computer immediately. He is completely attuned to the Old Spice community. Josh Milrod is another Digital Strategist and interactive producer Ann-Marie Harbour got a custom made application that filtered comments and allowed the Old Spice team to be extremely responsive. The digital team was combing the comments, pulling out the key influencers and moving them to the top of the queue then seeding them to the web.
At w+k their integrated teams include interactive creative director, communication manager, strategic planner, digital strategist, creative director, account director, media director
2. The smaller your budgets, the better your ideas have to be–Example www.residueisevil.com
-You must also leverage free m 400 edia– Example giving nods to 4chan and other influencers in the guise of anonymous contributors, perez hilton, etc; Dante’s Inferno campaign box came with a hammer and a loud speaker rickrolled them. They had to break through two layers of wood, plastic, to smash the box to find the note that condemned them to a circle of wrath. These were sent to key gaming influencers.
-Leverage controversy and do something newsworthy–Example Mass: We Pray the Video Game a stunt for Dante’s Inferno.
3. Take advantage of existing digital behavior-don’t try to change it. Asking people to change their behavior almost never works. Example: The Man Your Man Could Smell Like was garnering many comments. w + k noticed this and prepared for the social media response videos
4. Keep the conversation going. Example: Alyssa Milano response videos.
5. Be Nimble. Example: Old Spice Tweets are turned around very quickly
6. Experiment. Example: Fail Harder motto embraced by w + k
.
7. Stay Foolish
Final thoughts: The Future is Canceled. Actually…
Big brands need integrated branding more than they ever have in F3 history. Every Old Spice touchpoint is handled by w + k. The voice is consistent everywhere. It all feels like the quirky Old Spice voice.
Only the agencies that can truly involve all forms of media are the ones that will survive.
400Evolution of An Old School Icon
Paige Perdue & Sarah Kotlova
How does an old-school brand in a low-involvement category approach new media opportunities? How are the marketers at WD-40 Company changing their approach and reshaping their communication tactics by relinquishing control?
From a fear of YouTube to a brave new brand, WD-40 Company has made major strides in the digital space in partnership with their agency, Geary Interact 400 ive. Come learn how business needs translate to Internet strategies, momentum and a whole new world of customer activation. Come also learn the secrets of a productive and energizing relationship between an iconic brand and their agency, including tips, tricks and some dirty laundry.
****
Background
WD 40 the product is in 8 out of 10 households in the U.S. WD-40 the company has a brand portfolio that includes Blue Works, 2000 flushes, Carpet Fresh, Spot Shot.
Paige Perdue has been with the company for 14 years and was recently named the Director of Digital Marketing at WD-40. Three years ago Paige was asked to revamp the website and enlisted the help of Sarah Kotlova (VP of Strategy & Client Services) at Geary Interactive.
Their job requires them to make many people happy.
Their key audiences are customers and end users. They must also satisfy the Brand Managers, Agency Partners and Sales Force. Ultimately, they are focused on prioritizing th 400 e end user.
Web marketing goals
- create a valuable portfolio of products with unique personality and positioning.
- service multiple audiences through relevant content
- bring products top of mind
- cross-promote and sell products
- support global infrastructure
- support and expand in-store and other media efforts
Approach
- The digital case requires constant conversation, measurement and evaluation.
- Research reflects online interest in researching products and searching for bargains
- Understanding consumer behavioral hooks and influencers is critical as is meeting customers where they are online
- Balancing brand values with consumer interest
Work
Creation of portfolio web properties supporting brand-specific personalities
Enhanced site architecture for transitions between brand and persona groups
Website < 400 /p>
- Persona development: content is crafted for unique personas who engage with WD-40 company and its brands.
- Cross Promotion: Brand-specific websites feature a similar structure, but prominently feature each bran.
- Calls To Action: Emphasis was placed on call-to-actions, so consumers and retailers alike can turn to the web properties for promotional and product information.
Traffic has surged on the www.wd40.com site.
Inclusion of Material Safety Data Sheet (MSDS) downloads which used to be handled on an individual basis is a popular feature saving resources.
Reviewing failed search terms to assist consumers has helped them refine their strategy.
A site was also created for the company www.wd40company.com to address corporate questions.
Promotions & Sweepstakes
2000 Flushes-Best Seat In The House
The toilets in the U.S. are flushed more on Super Bowl Sunday than on any other 400 day of the year. Yes, even more than Thanksgiving. This stat informed this campaign aimed at women. Sweepstakes results showed a 944% increase in same day traffic. There were 235,000 contest submissions. This promotion also helps the brand sell-in with retailers.
For the 2000 Flushes program, Geary promotes an annual sweeptstakes that opts subscribers into email from wd40 Brand
Results: 65% CTR 21%open rate
Social Media
With 100k Fan Club members offline and a history of support and fun, WD-40 was well poised to embrace social media.
WD-40 began under the radar with ‘The Last Straw Tour’ starting a Ning community during this campaign which later reached 10,000 members. Brandweek covered this campaign.
Sarah attributes their success to the brand’s honest and authentic approach.
Goals
- Gain targeted awareness & affinity
- involve users in brands and culture
- original 400 and personal content
- increase outreach activity
- Offer most valuable consumers access to social capital
They began by listening and learning setting up monitoring services
They planned their contribution creating a conversation calendar
Their social media foundation was also informed by WOM Code of Ethics, Guidelines for Participation (using some of IBM’s Best Practices), Training and use the United States Air Force Base Assessment Tool
They then launched Twitter, Facebook and Online Fan Club Web Site
Twitter Page tactics include: daily topical tweets, retweeting relevant content that connects with audience interests
Facebook Page tactics include engagement tools
WD40 Fan Club online membership is still being built. This serves as a testing ground for some of their social media topical areas.
Can Hand video campaign
S 3F5 uccess for WD40 is defined as
- Engaged Fans
- Active community members
- Increasing Share of Voice
Examples:
10k+ Facebook friends (average 150+/week)
Average 11.8 interactions per post
Since participation in Social Media, WD40 brand mentions online have increased 72% in 12 months
Average 175-250/day
10x nearest MPL competitor
Journey
Theirs includes wins and fails. Paige has to champion her role within the organization and is always cognizant that these are all unfunded mandates.
Lessons learned:
- Phase your projects
- Watch expecatations ( and adjust when needed)
- Be your own PR
- Listen
- Be agile and flexible
- Never stop learning
Finally…
- be patient
- share/borrow best practices
- pimp yourself
- surrender
- remember the journey never ends
- enjoy the ride!
Toto, I Don’t Think We’re In Advertising Any More
Ian Cohen and Cal McAllister are the founders of Wexley School For Girls, a Seattle-based creative factory for branding excellence. Their WebCAM presentation is titled Toto, I Don’t Think We’re in Advertising Any More
More about the agency: Wexley School For Girls are no strangers to doing whatever it takes to create fans and money for their clients. Agency capabilities run the gamut including design, packaging, video games, pr-generating ideas, branded entertainment, short films and events. ESPN, Microsoft, Seattle Sounders and Nike are a few of the clients who have benefited from their innovati 400 ve, multi(un)disciplinary ways.
Wexley history of advertising: It began with smoke signals. People took to the streets > Newspaper > Magazines > Radio > Television > Internet > Mobile and so it evolves. At Wexley it doesn’t matter what comes next, it’s about ideas that advertise, not advertising ideas.
A little more background: Cal and Ian left bigger agencies and begat Wexley without clients but trusting their focus on ideas would work. Fast forward a few years. Wexley is now 25 people strong with core capabilities in planning, strategy, creative, and production.
Creating a short film for Nike was a golden ticket to other places for Wexley. This led to work for T-Mobile.
Working with Microsoft began a few years back. Getting listed as an Agency of Record took some time. They reached a milestone when they were finally added to the shipping & receiving list. They are now the Agency of Record for a few Microsoft internal marketing efforts inclu 400 ding their annual conference, the pushpin project and college recruitment.
Copper Mountain Resorts was the first client who approached Wexley asking for an non-traditional idea. Wexley created a movement for a national snow day, seeded the movement using youtube, created a website nationalsnowday.com, where thousands of people signed up to support the cause. Creation of a swingers pass helped Copper Mtn. achieve their desired goal of bringing tourists to destination sites. Twitter campaigns have also targeted their Texan audience with contextual messages.
Seattle Sounders brought Wexley the task of igniting a fan base for a new Major League Soccer team. Wexley created a green scarf that served as a team icon. It later became the ticket to the first Sounders soccer match. Seattle is still breaking MLS attendance records. With over 100k fans, the Seattle Sounders Facebook page is also setting a high standard for professional teams.
Their creative successes come when they are given freedom to focus on ideas informed by their target’s behavior.
Three Wexley considerations:
- Everything is Advertising
- Everyone is exhausted including your clients (busy is how it’s going to be)
- Everything is measurable (keep this mind while developing creative)
More Wexley Words of Wisdom:
First, solve the problem.
Brands, Clients and Campaigns must Live in Authenticity. (Cal points out that this works in relationships too!)
Everything is an Opportunity. Ensuring that every brand interaction counts is exhausting but worth it.
Q + A
What is the agency process?
Ian: An early focus on the client, their goals and their budget is important.
Cal: We started out more like a production company. 92% of business is repeat business. Being truthful + upfront about budget and its ability to accomplish the clients goals is k 400 ey.
Q: How do you ensure compensation for your wild successes?
Ian: Well we win new business, like the Seahawks (Vulcan)
Cal: Why try different payment/compensation models. We do our best to get paid fair for the work. When it explodes we use those results to get new business. We also have colossal failures. Not too many of them. But it happens.
Q: How did you first get Seattle fans involved in Sounders efforts?
Ian: Engaging the bloggers and fans that were most active and enthused about the Sounders.
Q: What do you have in-house?
Cal: We have a small core staff but with almost every project, we tend to try and find people externally who are excellent producers.
Ian: We’re looking for SEO.
Q: How did you come up with your name?
*Video explains that they are named after an English nunnery devoted to farming cantaloupes.
Further explanation reveals that the name 400 is the result of dumb luck and the phone book.
Bend WebCAM presents Mike Geiger
Mike Geiger, Goodby, Silverstein & Partners, San Francisco, CA (@tastytruth) For more than 12 years Mike has been leading multidisciplinary teams in strategy, branding, production and development of cutting-edge new media and advertising.
KEYNOTE: The Best of Both Worlds – Goodby’s Transformation to an Integrated Agency
Long known as a creative and strategic powerhouse for culture-penetrating TV and print work, Goodby called on Mike to reinvent itself as a potent
400
force for the digital age. In short order, it was named Interactive Agency of the Year at Cannes in 2009 and ultimately was honored as Adweek’s Agency of the Decade.
Off we go.
Mike gives us his bio rundown: Born in Munich –> BA + MBA –> Digital Production –> Goodby, Silverstein & Partners!
Goodby has grown to 850 people, including 150 recruited for Detroit. p.s. there are still jobs
After 2 years into Mike’s Goodby gig, they were named 2004 Interactive Agency of the Year at the One Show.
Early work for hp, Specialized and other clients got the digital reel. But there was room for more. better.
Gladwell encapsulates the agency dilemma: would you rather be interesting or right?
Goodby’s #1 objective: Be Relevant
In order to keep pace with a changing landscape, Goodby proceeded with an External Audit.
Their learning: Goodby perceived as the shop 400 that
“makes the best hires”
“makes good reals”
“best at consumer insight”
“best at strategic planning”
However external perceptions of the agency revealed that they were associated with the old world but not the new world.
They hired a PR agency.
Goodby developed an efficiency formula to overcome their previous “We Work Dumb” approach.
The Creative Department evolved to reflect the growth of interactive. Increasing the flexibility in their creative resources was their goal. This included a mix of hiring generalists and specialists. Instead of recycling creative resources from other agencies they began hiring from a variety of cultures. Think streetartists, hip-hop performers and geek squad alumni.
Today’s teams include players from two distinct creative camps: traditional and interactive.
Account and Media Planning also changed. The Strategist Department includes Brand Strat 400 egist and Media Strategist pairings (including the brilliant Gareth Kay!)
Goodby is now at 60 Digital Producers.
Producers are the key role and the qualities Mike looks for include: cultural fit, good project manager, technologist, creative & innovative, thirst for knowledge & experience
Goodby Digital Production Team work as educators spreading digital knowledge throughout the agency including: 5 x 5 x 5 sessions, Innovations Blog, 101s, Online Tutorials
Digital Production Models
- In-house Production (agency example: RGA/AKQA)
- In-house & External Production (agency example: Crispin)
- External / Partnerships (agency example: Goodby) Everything done in house except for production
Benefits of Model:
- Scalability
- Using Best In Class
- Easy Adjustment to digital landscape
- Fixed Budget – no markup
Got Milk? Website process included a very tight timeline (2-3 weeks). Their Swedish production team built a real model of Milkatraz in one week. It was implemented on the site. The results? Awesome. Aside: Got Milk production costs were less than 300k.
While Goodby’s new approach took time to take effect, they had their best year yet in 2009! Cue kickass agency reel: Sprint integrated campaign, Denny’s Grand Slam Breakfast Campaign, Doritos (AR campaign ), NBA, Got Milk, Hyundai Assurance Campaign (return program), HP Printing Payback Guarantee, eBay celebrity hosts, Comcast Town (TV, Website) and it goes on. 2009 New Business Wins included: Dickies, Frito’s, Lipton, Yahoo, eBay and more.
An award-winning diverse digital portfolio is another positive outcome of Goodby’s changed process.
The FUTURE?
Geiger predicts industry convergence and a l 30D ooming turf war that has implications for talent retention, organic growth and new buisness.
Top 4 important elements for an ad agency
- Understand market
- Creative
- Understand Company Direction
- Strategy and thinking
Top 4 important elements for a digital agency
- ROI
- Analyses of Web behavior
- Search
- CRM
There’s a need for fluency from “the work” to how the work works; from the “what” to the” why”.
Finally, agencies of the future will look different from agencies of today.
Your follow-up questions may be directed to Mike via email: mike_geiger@gspsf.com, twitter: @tastytruth or at his blog: tastytruth.com
400Welcome to Bend WebCAM 2010
Good morning and welcome to Bend WebCAM 2010! My name is Cassondra and I’ll be one of your three designated live bloggers. While I love to dabble in all things digital, this is my first live blogging gig. (Side note: first times are the best!) Please excuse any spelling, grammar or other human-like mistakes.
I’m thrilled to be covering the right brain aka chic track today. We’ll be kicking off with Mike Geiger, Chief Digital Officer at Goodby, Silverstein & Partners at 9:30a.m. At 11:30 Ian Cohen and Cal McAllister will be taking the mic at the Oxford Hotel to share some of the Wexley School for Girls magic. We’ll be taking a lunch break and be back at 2pm to hear from Paige Perdue WD-40 and Sarah Kotlova, Geary Interactive who will discuss The Evolution of an Old School Icon. The first day of Bend WebCAM culminates at 3:45p with Jason Bagley, Creative Director + Copy Writer for Old Spice at Wieden + Kennedy who will share lessons learned from the über-successful ‘Man Your Man Could Smell Like’ campaign.
Your Bend WebCAM participation is encouraged. Please use the hashtag #bwc10 to share and follow in social spaces. Check out our twitter stream @bndwebcam, Facebook Fan page and be sure to tag your photos with the #bwc10.
About the blogger: Cassondra Schindler lives in Bend, Oregon and considers herself a community instigator.
Studio Absolute Gives AdFed a New Look
When Studio Absolute was approached to redesign the AdFed website, we were excited for the opportunity to create an online experience that we would enjoy using regularly as AdFed members ourselves. Our motivation for donating the design was admittedly selfish knowing it would make our lives easier in the long run.
Central Oregon boasts an impressive network of creative talent that has been recognized globally as having merit comparable to that of a much larger metropolitan area. We saw the AdFed website as an opportunity to showcase that talent while provid 400 ing an easily navigated hub for creative resources.
Websites are increasingly the first interaction a potential new member or customer has with a company or organization. Grand assumptions about service and quality are made based on the design and ease of navigation throughout the site. If it’s a painful experience online, the visitor forms a subconscious impression that your service or product quality is equally lacking.
The crisp, clean, editorial approach to the new AdFed website delivers on the true value that AdFed of Central Oregon provides its members. It is professional, credible, and a worthwhile investment of time and membership dollars.
Thanks, AdFed for the opportunity to design the new website and for your on-going commitment to the advertising community!
Cheryl McIntosh
Principal + Brand Strategist
Studio Absolute
www.studioabsolute.com
