by Miriam Hara | Feb 25, 2013 | Advertising, Branding, Business Success, Latest
There’s been a lot of changes in the last 25 years, not only in the agency business but in business in general. I will be predictable and say it has all come about because of the computer. That would be right to a certain extent. However, I believe it’s the way in which business and people have embraced the computer and its technology that is responsible for the majority of the business shifts.
Here’s my list of what has changed at 3H over the last 25 years:
The space a designer needs: It really seems like yesterday I was trying to fit one more large drafting table in the studio… let alone purchasing one more Art Director Marker set and art pads and sketch pads to bring in a new designer. Gone are those days!
Our inspiration tools: Gone are the days of flipping through Creative Source or Illustration Guild books to get inspired for the next big idea. At 3H, we use to have a library of creative and resource books… now we have half a shelf…and that’s going too! Image banks are the tools of inspirations nowadays and there’s nothing wrong with that… until those images become the concept!
How concepts are presented: With the advent of the computer and printers, now mock ups seem complete and already done. Clients have a difficult time in processing that what is in front of them is “conceptual”… not complete. That even if we could purchase the image on our mock ups, artwork has to be created, images have to be prepped, copy has to be finalized… etc… At times, I lament over marker renderings where it was obvious the person in an ad was a place holder for an image of a person that was yet to be casted, chosen and photographed!
Time to develop: If the speed of business is fast and faster… the agency business is at warp speed! There’s a belief by business in general that since everything is computer driven, it should take less time. That is very rarely the case, if ever. Computers in the creative world have provided creative types and agencies with the ability to expand on the possibilities and to show them in more concise ways. It still takes the time it takes to come up with an idea and to develop it!
The definition of a designer: What really is a designer? In my way of thinking, designers need to be conceptual thinkers in the visual medium. This is just my opinion… but find, many designers today know technology and yet have no conceptual vibe. They rely on image to create a concept rather than using the image as a resource too. More and more the designers out of school today think inside the screen and not inside their minds! Again… my opinion.
Relationship building: Time is at a premium. With the speed of business coupled with, restructuring, right-sizing, down-sizing or whatever hip term is currently out there… clients don’t have the time nor the inclination to go for lunch. But for those of us who do have a relationship with our business partners (yes, I mean clients!), the relationship is stronger… texting, emailing and yes even face timing. It has allowed us to reach out in snippets…by the sentence, being integrated in the day to day fabric.
Cold calling: Cold zinging you mean! Getting someone on the phone to talk to you when they don’t even know you is more difficult. How we get leads… and follow up on them is totally different. On line lead generation, web site lead generation and e-zines are now the “in” thing to do in cold calling. That means efforts can be more streamlined both in time and money. A warm lead is much better than a cold one…so rather than spend your efforts and money on cold and warm alike, you can double your efforts on the ones that have expressed an interest…or following.
Brand reaching capabilities: The ways in reach we reach our target markets… and how niche we can go is astounding and becoming more so each and everyday. Through social media (Facebook, Twitter, Reddit, tumblr, Youtube, Linkedin), online properties, blogs, blogging, traditional media the options available to local, small, big and global advertisers are numerous and very exciting! Some of these channels don’t require design, but all require time and know how…that hasn’t changed a bit!
3H launched in 1988 with its corporate logo in Purple and Mustard. We had become synonymous with Purple because of our Mustard accents… and then we changed our accent to Titanium to speak to the digital and technology…to change our clients’ perception of what it is we do… but still remaining in the Purple so to speak. I am not sure what the next 5 to 10 years will hold, but I have often been heard saying “Complacency in business means death”… and I believe it.
Over the last 25 years, the ability to change has changed. Businesses are constantly looking for the new opportunity and are more than ever, open to the next best thing… even though embracing it still takes a little time.
by Miriam Hara | Feb 13, 2013 | Business Success, Latest
Lucky are those that are in love with what they do. Everyday is a new wonderful day filled with commitment, dedication and emotion. As I reflect back on the 25 years I have spent at 3H Communications and with all my clients, I truly believe that I have been blessed. Like any love affair or relationship there have been times that were in turmoil, filled with indecision and fraught with doubt…but more often, there were times that the challenges brought laughter, fulfillment, achievement and oh…the great memories. It has allowed me to build relationships that I value.
It’s easy to say that because I chose a “creative” profession that it is easier for me to be passionate about my job. But I really don’t believe that this is true. Over the years in business I have met people in all professions who really love what they do; from scientists, sales people, physicians, marketers… and yes, even accountants. All of us who love what we do, feel in our hearts and minds, that we have a calling.I can hear the collective thought saying “money”… but I can say for many that I have met, it’s not all about the money. It’s about that calling that makes us passionate and emotive about our accomplishments. It’s about doing it differently, doing it better and doing it well. It’s also that calling which makes us care, all that much more and strive for that extra elusive… thing.
I really do believe that you do what you are… and you are what you do. The perfect yin and yang scenario. To be one of those “they” people who love what they do. To have a passionate affair with your work, with what you do for over 8 hours a day is the best anyone could hope for. You never have to work a day in your life and better yet, you never look at it as work. Yes, the term workaholic comes to mind, but I don’t believe that this is an accurate term. Owning and working at your own business is a personality type. For those of us who are entrepreneurs you all know what I am talking about. Running 3H Communications over the last 25 years… I have worked… and not worked. I remember reading an article that Arlene Dickinson You Inc called Born this way that really resonated with me. Mind you, this speaks to being an entrepreneur…and the drive to become one. I believe that you don’t necessarily need to be an entrepreneur, or run your own business to really love what you do. Just like you find love in many places…you find passionate people who are driven by what they do… from volunteers , coordinators, managers, store clerks to big business executives.
I will end this post by apologizing for taking advantage of the Valentine’s Day timing and using “love” as the hook, line and sinker of this blog! I hope I haven’t turned anyone off by being gimmicky… but it was too good to pass up!
by Jenna Elberson | Feb 11, 2013 | Advertising, Business Success, Creative, Design, Latest, Social Media
Marketing is essential for any business, and it’s a field that’s constantly researched, analyzed, and developed by professionals. In general, there are lots of marketing activities you can do on your own to save money, such as posting flyers around town or designing business cards. There are others, however, that are best left to the experts, and here are five of them.
Review Tracking
Because so many people rely on online reviews to make their purchase decisions, it’s incredibly important that you keep track of what people are saying about your business online. Review tracking can help you stay ahead of the curve in managing your online reputation, but it’s also a time-consuming and tedious process. For the most efficient review tracking, it’s best to outsource the job to a company who has the necessary tools and experience to do it for you.
Mass Mailing
Direct, mass mailings are incredibly effective when compared to other forms of offline marketing, and it’s still an approach that many businesses take and profit from. Mass mailing, however, is just that – massive. When mailing out thousands and thousands of flyers – as you need to do to achieve sufficient results – it is a job best left to another company who specializes in it. They have the printers, machinery, and hands needed so that you don’t have to waste time and suffer from papercuts as you address and stuff every envelope by hand.
Review Moderation
Another job that’s best left to outsourcing is review moderation. Not only do you need a company to track your online reviews and reputation, but you also need a company who can moderate those reviews. For example, they can be on the lookout for damaging, fraudulent reviews, and they can take the necessary steps on your behalf to remove fraudulent reviews from the web. A company who specializes in review moderation can help you maintain a good online reputation.
Television Commercials
Unless you run a video production company, it’s best to leave your television commercials to other professionals. When you run an ad on TV, the quality is highly important. If you run a poorly filmed and poorly edited commercial, it will make your business look of lesser quality. It’s also time-consuming and difficult to create a good commercial if you don’t know what you’re doing – if not impossible. Outsource your TV commercials to a video production company that specializes in creating marketing videos and commercials for businesses like yours
PPC Management
A pay-per-click campaign is an excellent way to boost traffic to your website. It’s quick and efficient, but it also requires a lot of monitoring, maintenance, and strategic planning. An online marketing company that can help run your PPC campaign is a good investment to make. They can help you analyze its effectiveness, do tedious keyword research, make sure your ads look and read as well as they should to earn clicks, and make sure you’re getting the best value.
Garrett Payne is an online review management professional with a special interest in review tracking. Garrett suggests those involved in review management; which tasks are best left to the experts.
by Matina Singh | Feb 1, 2013 | Branding, Interactive, Latest, Social Media
It wasn’t so long ago that when you ran a contest the only way people could enter the contest was to take the time to fill out an entry form and then whether mail it in or drop it off in a ballot box. The Internet has made things easier, but still, the consumer has to find their way to your website. Social Media properties such as Facebook has added a layer of ease to the process: Consumers are already on Facebook engaging and talking to their communities. More importantly, consumers have join in and subscribed to contest and promotional sites such as Red Flag Deals or Contest Forums. If the promotion looks interesting enough, clicking on a link that takes the consumer to a contest landing page and asks them to fill out an online form, isn’t that big a deal.
It doesn’t make any difference what type of business you have; running a contest on Facebook is a powerful and effective approach in building awareness, and engagement as well as generating more followers. As appealing as it may seem, Facebook contests can only be effective if it is properly promoted.
Here are 5 simple ways to get the best out of your Facebook contest:
1. Timeline photo
Your timeline photo can be used to tell people about your contest. Not only is this a ‘premium’ advertising space for your contest, there will also be an update to your fans about the changes of your timeline photo. A well-designed timeline cover is a good alternative to promote your contest.
2. Promoted post
In general, only 16% of your Facebook fans see your wall posts. Facebook enrolled the Promoted Post option, where a specific post can be promoted to reach a higher audience. If you recall that caused quite a stir in the business and corporate communities. However, it is here and the fact is that it can cost as little as $5 to reach your community target to get them engaged.
3. Advocate engagement
Have you noticed a particularly engaging fan that frequently shows support for your brand? Engaging with these fans to participate and promote your contest is an effective way to instantly build buzz. It is a form of word-of-mouth marketing that we all know can be influential.
4. Cross promote
Broadcast your contest on Twitter, Youtube, Pinterest, Linkedin and any other Social Media. Your audience is everywhere, so if you do not promote everywhere else, then your contest is probably not reaching its maximum potential.
5. Choose the prize that fits
Instead of offering some big-ticket prize that doesn’t relate to our business, how about giving away one of your own products? If your business is sevice-based rather than product-based, offer the winner a free month of service. The goal of a contest is to find more people who are interested in your business, not just a prize.
That said, here is a very good examples of a Facebook contest…and how you can leverage the impact and reach of Facebook.
Being Human: The Salman Khan Foundation is a registered charitable trust set up by Salman Khan (famous actor in India) for helping the cause of the underprivileged in two main areas: education and healthcare.
The timeline photo changed before the launch of the contest:
The Teaser Campaign Approach: Get your audience curious by adding some pre-promotion. Here we can clearly see the brand is trying to get engagement from their fans by asking and not telling their consumers what the was coming. They have to wait 4 days to find out….
Build and Leverage the Momentum.
In this case, each day a new count down image was posted. The Foundation got their consumers intrigued and made them come back to see the comment, what was new and that all leads to greater engagement.
The Grand Finalé… The Day of the Draw….
Finally here! A total of 31,416 likes, 1,124 shares and 6,170 comments were received! Fans were encouraged to create an outfit for the celebrity and from those comments a 3 random people would win.
Everyday another Timeline photo was posted promoting the new clothing line of Being Human.
Closing the loop… showcasing the winners:
A perfect end to show that this was not only a promotion stunt but the winners actually got to meet the celebrity.
Do you have a favourite contest that ran or is being run right now? Share with us any other great contests that you have seen on Facebook here. We’d love to know!
by Matina Singh | Jan 23, 2013 | Branding, Design, Latest, Marketing
So your business made it off the ground, you’re generating revenue, but you’ve hit a roadblock with your growth and revenue. Perhaps it’s too niche or misleading, or tied to a geographic location – what to do? Re-branding your company requires careful consideration and planning in order to achieve a successful outcome and take your business to the next level. But this also involves a lot of risks.
Be aware of all the risks of re-branding before you start the process. As a marketer I know how quickly you can get caught up in design and other issues, just don’t let it get you! Re-branding is more than changing a logo or adding bolder images. It is also about researching and understanding the consumer, analyzing changes in target markets when exploring opportunities for brand expansion and repositioning.
Yet, even when forewarned, many still make some common mistakes. Here are the top 5 mistakes to avoid:
- Re-branding without research
Put money and time into researching the consumer’s perspective on the product or service. What do (don’t) they like, what attracts them etc.
- Wrong assumption “A brand is just a logo”
Your brand is more that just a logo. A brand integrates all aspects of your business; everything from look, feel, culture, tone, voice, product quality, customer care… leading to consumer perception.
- Getting started without a plan
Make sure you have a plan from start to finish. From research and analysis to setting up time frames, to identifying metrics for assessing results (ROI).
- Not leveraging existing brand equity
A company with high brand equity may not need to undergo a big transformation… or rather, shouldn’t need to go through a huge transformation. When you have a strong brand equity… tread softly and lightly. However you do it, make sure the current brand equity stays strong!
- Getting buy in internally prior to external.
Getting employees to understand the reason and goal of re-branding is very important because they will have to sell it to the consumers. This is equally more important in lieu of social media. Internal branding is increasingly important as each employee is a brand ambassador. In short, if they don’t believe it, neither will the consumer.
Going through a re-branding is and can be very challenging. It’s not so much setting the goal, but reaching it successfully. Having gone through a major re-branding I can only say that walking the talk is monumentally important. The re-branding that I was involved in failed miserably on convincing internal people that the change was necessary. The bigger the company, the more time is needed to make sure everyone is informed and all understand why there needs to be a change. If they understand, they will be able to explain it to the consumer. If you believe it, you will show it!
A successful re-branding requires a vision that inspires consumers, investors and others to see the company in a new light. We can learn from other companies who have gone through re-branding. This could be a successful re-brand or even a failure, if we learn from them we will not make the same mistake. Check out the 10 most successful re-branding campaigns ever. This article not only shows how they did it, it also let us know the lesson to be learned. Very interesting!
