Flex Your Brand, Go Digital!

Digital Board Header

Digital billboards are nothing new, but they are growing in popularity and for good reason too. As a next generation platform for advertisers, digital boards allow businesses to interact with consumers, create custom content and make maximum impact.

Traditionally speaking most billboards you see are still vinyl, BUT if you are looking for more flexibility and versatility then digital billboards may be a viable option.

With digital boards you can schedule different ads to run at different times, even create several ads to rotate. We successfully used this media approach for Metra’s 2014 Summer Campaign in Chicago. By rotating several boards Metra is able to reach a variety of consumers with different messaging thus expanding their marketing efforts and potential ridership threefold.

Another great benefit is the ability to directly respond to market conditions within minutes. Leinenkugel’s Brewing Co. recently took advantage of this by promoting its Summer Shandy with special weather-responsive boards. By utilizing weather sensitive technology the digital ads change as clouds roll in, showers falls, or the sun shines. See article here: http://www.digitalsignagetoday.com/news/leinenkugels-sells-summer-shandy-with-weather-responsive-digital-billboards/

If you’re interested in flexible outdoor advertising or simply intrigued please drop us a line. We are always developing new and creative ways to improve our clients marketing efforts!

 

Take a Hike!

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Struggling to come up with a creative idea? Feeling stuck trying to reinvent the wheel?

My advice: Go take a hike! No, really!

I recently read a study by Dr. Marily Oppezzo (a Stanford graduate student at the time of the study) and Professor Daniel Schwartz, in the Stanford Graduate School of Education. What they found was that exercise of any kind helped improve thinking skills and helped to boost creativity. They found that after exercising, it markedly improved people’s ability to generate creative ideas, perform better in tests regarding memory, decision making and general thought organization. They found that the effects of a short 8 minute walk lingered long after the exercise had ended.

Why? The theories include improving the individual’s mood and allowing the paths of creativity to bloom more easily. Alternatively, it might also help to break down the wall of our brains hyper-rational filters allowing the wild creative thoughts to come crashing through.

I know when I feel like I’m spinning in circles and having a tough time, taking a quick stroll around the building really does help me to clear my mind and refocus on the task at hand. So instead of staring blankly at the issue you’re struggling to solve, step away and allow your mind to become inspired!

Find out more! http://news.stanford.edu/news/2014/april/walking-vs-sitting-042414.html

Learn more about Traci

Creating a Successful Ending

By Cathy Looze

Last Forever: Part One

Source: Variety.com

First, let me say, I liked the ending of How I Met Your Mother.  I was not among those vocal fans who felt betrayed by the creators.  Nor do I think the creators of that or any series “owe” it to the fans to have stories go the way they want.  All fans are owed is a solid storyline that is well-written, engaging and supported by good acting.  Imagine if fans dictated everything ever written or products that are produced.  Would Ingrid Bergman have gotten on that plane, leaving Humphrey Bogart on the tarmac?  Would Rhett have said “Frankly my dear, I don’t give a damn.” to Scarlett?   Would disposable diapers have attained market share if the environmentalists had their say when Pampers was introduced?  There’s a point, I promise.

As social media has evolved, it’s given people a chance to express themselves while engaging with the brand, and in doing so, they expect the brand to address their concerns.  And many brands do take notice.  Some go to the extreme, like the HIMYM creators who put together an alternate ending to their finale to address their fans’ complaints, but many embrace it as a way to gauge what their buyers are thinking. Social Media Marketing research reports that 58.4% of companies use Twitter to monitor their brand.  But the question is: Does a company or brand know that these comments/complaints reflect the majority of what their customers think?

One issue with Social Media is that despite the constant references to it in the media, a relatively small percentage of the population uses it on a daily basis.  Numbers can vary depending upon which research company is quoted, but as the Pew Research Group is a non-partisan entity, let’s use their numbers.  According to their 2013 Social Media Update published in December 2013, Facebook is the undisputed leader, used by about 71% of online adults with 63% accessing it daily. 18% of Americans have a Twitter account with 46% of those accessing it daily.  Pinterest, Instagram have levels similar to that of Twitter.  So, yes, companies that talk to these people on social media sites reach an audience that is engaged, expressive and influential, but they aren’t talking to those who don’t use these outlets.  In other words, on social media, you’re talking to people who already know you – but those outlets don’t invite others to get to know you.

Told you I’d get to the point – which is that any marketing plan that uses only Social Media is excluding those that aren’t on Facebook or use Twitter.  A truly integrated plan must not only talk to your core customer, but encourage and invite others to try your product, service, TV show, in order to continue to grow and succeed.  Look at the big guys and you’ll see they already know that – McDonald’s, Coca Cola, The Gap, Wayfair.com – all use traditional media in addition to Social Media, to help move their brands forward.

So, when you come to us saying you want to put all your marketing efforts into Social Media, don’t be surprised if we respond with, “that’s a good idea, but….”