What’s Your Excuse?

We recently began working on a new collaborative campaign for clients Big Peach Running Company and New Balance entitled: “What’s Your Excuse”. We kicked off with a 90 second production and will be releasing episodes of a web series over the coming months. Take a look at the kickoff and ask yourself…what’s YOUR excuse?
 

If you’re looking for a unique way to connect with your audience, consider a creative video campaign. We love working together to discover how to best reach new prospects as well as your existing followers to educate and entertain. A sound strategy can yield incredible results when all the pieces are in place.

Content Marketing

Content Marketing
Content Marketing

The Content Marketing Institute defines Content marketing as the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. This greatly differs from conventional “interruption marketing” where advertising interrupts the audiences viewing or reading experience.

Atlanta Idea Studio can work with you on a content marketing strategy and plan, as well as assist with carrying out the content creation. Get in touch with us to find out more. But have no worries, we’re very gentle when we bite.

Judge not but realize you’re being judged.

Brand judgement

 

How do you want your brand to be perceived?

I recently changed my glasses from a nearly invisible silhouette frame to a more noticeable black frame. My prescription had changed and I was ready for a change as well. When I walked down my make believe runway at residence to model them for my friends, I received such comments as “you look so smart” and “now you look studious”. It made me wonder how I “looked” before.

It got me thinking. How are our appearances and more importantly our actions causing others to think of us, even before knowing us?

As I go about my life and experience what I call “growth”, I will let my attitude, new found knowledge and understanding factor into how I’m judged. I encourage you to have the same approach when it comes to how your brand is perceived.

Always Be Testing

split testing

A component of your business that is often overlooked is optimization. Just what is optimization? I think of it as part marketing, part design and part science. Typically, we use our first best guess to create. This goes for webpages, infographics, videos, product packaging – the list goes on. Our first best guess is based upon the due diligence that is conducted during the preproduction period of our projects. This may involve elements from a situational awareness profile, client surveys, cold hard data as well as our gumption.

Once a project has been launched we immediately begin compiling data. This can be measured through various analytics software, customer comments, and of course performance. A mistake that is made all too often is stopping here. We work to educate our clients about this being the beginning, not the end.

By testing various elements and monitoring performance, then making appropriate modifications based upon data, we are successfully split testing. Split testing can be a powerful mechanism to increase leads,sales and the overall effectiveness of your communication.

If you’d be interested in learning more about improving any of your digital assets, we’d be glad to discuss. Operators are standing by…unless they’re sleeping.

Selling through Social Media

Selling on social media
Video can be an incredible delivery mechanism for selling on social media

You know you need to be visible on social media. You know you need video content. What you don’t know is how does all this help you sell your product or service?

Reaching your demographic has never been easier. The different social networks give you the ability to key in on gender, age range, interests, location, etc. Educating through social media has proven a powerful sales tool. Creating a compelling video to communicate this message has shown to be the preferred choice by social media audiences. But just how do you go about putting all of this together?

Ooh, ooh, I know this one…

We’re able to offer social sales video marketing packages. This is a turn-key marketing solution revolving around a production that is targeted directly to your demographic and produced to be delivered through social media. To discuss your project, just give us a ping, ring or ding.

Where to Begin with Internet Marketing

where to begin with internet marketing

Are you hoping to start some internet marketing initiatives but unsure where to start? You’re not alone. Frequently, we receive inquiries from companies expressing an interest in online marketing but have no idea where to begin. I jokingly advise to start from the beginning. Ha ha.

Sometimes you’re too close to your business. You are unable to see your company or brand the way others may. Working with a marketing consultant can help you see through other perspectives. We like to start by identifying your strengths. What does your company do really well? It’s easiest to build some momentum by playing up your strengths. Next we like to identify a demographic to target. Gender, age range, geographic location, hobbies, etc. are all excellent demographics to notate. Next we discuss the media. This is determined by considering your media budget, type of people we are targeting and your product or service. Video can be great at explaining your product or service as well as allowing viewers to “feel” your brand, however, you may only have a budget for a 1-page website and custom graphics to use on social media for boosting and promoting.

Finally we determine the outreach channels. With social media, it’s never been easier to reach your exact target audience. Also what’s great about paid advertising on social media is with many packages you only pay for the advertising when someone clicks on your ad to learn more!

By starting small and working to build momentum you can get with the times and use the internet to get new business. Contact Atlanta Idea Studio if you’re stuck or would like to discuss media production or advertising options.

Why Are Diamonds So Expensive? (hint: marketing)

marketing solutions
why are diamonds so expensive?

Did you know that contrary to popular belief, diamonds are not rare? Nor do they possess very much intrinsic value and aren’t considered a sound investment? Why then have men been spending 1-2 months salary on an engagement ring for nearly the last half dozen decades? One word: marketing.

In 1938 the company that would later be known as De Beers had to come up with a solution to a problem it was facing. The amount of people buying diamonds for engagements were diminishing. This was due in part to the Great Depression but also simply because many smart and prosperous women wanted to be different and preferred a different stone.

De Beers launched a campaign that would “forever” change our perception of a relatively worthless rock. Until the mid 1900’s, diamond engagement rings were a small and dying industry in America. The European market was in a similar downward trend, however, engagement rings consisted of about 75% of De Beers sales. The retailer hired a Madison Avenue advertising agency, N.W. Ayer, led by Gerold Lauck. After market research, it was determined that since over 90% of engagement rings were purchased by young men it would be crucial to inculcate in them the idea that diamonds were a gift of love: the larger and finer the diamond, the greater the expression of love. Similarly, young women had to be encouraged to view diamonds as an integral part of any romantic courtship.

So what did Lauck advise? He suggested that De Beers market diamonds as a status symbol:

”The substantial diamond gift can be made a more widely sought symbol of personal and family success — an expression of socio-economic achievement.”

“Promote the diamond as one material object which can reflect, in a very personal way, a man’s … success in life.”

After seeing success from the shift in how diamonds were being marketed, De Beers went on to suggest  a man should spend one month’s salary on a diamond ring. This worked so well they arbitrarily decided to increase to two month’s salary. Sound familiar?

Now that we see how a successful marketing campaign can pay dividends for a company even decades after its creation, isn’t it time to give your marketing efforts a closer look?

Note: Excerpts were taken from Rohin Dhar’s article “Diamonds are Bullshit“, have a read if you’d like to see more on diamond price fixing and such.

 

Cost versus Value

Video production cost and value
Video production cost and value can greatly vary depending on your goals

Often times when shopping, we place too much emphasis on cost and not enough on value. A friend once said “you never save money by saving money”. That phrase has always stuck with me.

When looking for professional services, the same rules apply. Many of our eventual clients reach out inquiring about a particular service and have a budget in mind. Once we discuss and identify the scope of the project, they are able to understand what all is involved to pull off a signature production or a brilliant marketing strategy. More times than not, the actual cost to pull meet the expectation is greater then originally anticipated. The reason is simple. Most of the time that goes in, occurs on the front end. For video work, this is in preproduction or discovery phase for marketing strategy. We like to pretend we’re the client and get a full understanding of what obstacles we’re up against.

When price shopping, always be sure to compare apples to apples. Make sure you set clear expectations and understand the process that is involved to deliver the solutions you desire. We have on more than one occasion been called in to clean up anthers mess.

Reputation Management

reputation management
Pit bulls are perceived as a vicious breed

Social media can be an incredible tool for building your business. We all remember the ALS Ice Bucket Challenge in the summer of 2014. The challenge generated over $100 million in donations in a single month. To put that into perspective, the organization took in $2.5 million for all of the previous year. Another lesser known success story comes from Fiskars. The company best known for making scissors and other craft tools created “Fiskateers” a brand ambassador community program to help build brand loyalty. This initiative cut into their competition (pun intended) by increasing online mentions, increasing sales and creating relationships between Fiskars and its customers. You can see the success story here.

The downside of social media is that anyone can say anything about your brand. Many companies are proactive by utilizing a reputation management service to share positive information with the public. This approach can prove invaluable when defending against a jaded competitor, disgruntled employee or resentful ex-wife.

Atlanta Idea Studio can assist with creating a reputation management strategy and also with the corresponding media to propel it.

Rebranding

Branding

I was looking through a box of older electronics in my hoarding room and came across packaging for my mobile wallet SIM card. I shook my head thinking about how forces beyond our control can sour the brands we create. In this case, ISIS, rebranded to Softcard.

“It can be expected that the costs associated with this rebranding process will be significant,”said Jordan McKee, senior analyst, mobile marketing and  commerce strategies, with Boston-based Yankee Group. “Walk into any AT&T, Verizon or T-Mobile store today and take note of the Isis branding, then multiply that across all locations. It will be no small cost to transition to a new brand.

There are other reasons to consider rebranding. Rebranding can give your company a fresh start with a new strategic focus. Every virtual and tangible asset created is an opportunity to connect with your clients and remind them who you are and what you stand for.

If you would be interested in speaking with us about creating a brand or rebranding your company to signal the shift to a strategic focus, give us a ring. I wear size 10.