Guerilla Marketing Smart Business or Risky Business?
By Kathy at Omni | June 26, 2008
CNN reported on a guerrilla marketing campaign launched by BMW recently. This viral video was produced and paid for by BMW apparently and has received both positive and negative response to date. There is a website to view the entire “Rampenfest” video, or it can be viewed on YouTube in four separate segments. The quirky campaign revolves around a documentary made to show the launching of a new series BMW from a huge ramp in Oberpfaffelbachen, Bavaria to the United States. So the question remains, is guerilla marketing a smart business decision or just plain risky business? I tend to be cautious and protective of my business clients’ reputations and therefore feel the risks may outweigh the benefits due to the unpredictable nature of the media employed and the audience response. It would be interesting to find out from BMW in six months if they feel this guerilla marketing campaign has been successful and what exactly they achieved with it. BMW certainly is getting a great deal of publicity out of the whole thing.
For your viewing enjoyment and to keep this viral video “viral”, here is “The Ramp” Documentary:
Topics: Marketing | 1 Comment »
Staying Creative
By Aaron at Omni | June 19, 2008
The Creative Team at Omni work on many projects, and sometimes it’s tough to stay creative. However, we all use various techniques to stay on top of our game. One thing that we all use is music. There is a great article on How Magazine’s website about the benefits of music in the creative environment.�
The article highlights a few different companies that use music to their advantage and provides great insight into how music influences them, like this quote from John Besemer of Planet Design Co. in Madison, WI:
“If you’re working on a project that’s elegant and beautiful, you might listen to something like jazz, something that puts you in that mood,…But if you’re designing an in-your-face project, you want music that gets you there. After all, you wouldn’t go to the gym and want to work out to a lullaby, right? Music shapes the message.”
Another way to keep things fun is to take a few minutes each day to find an interesting/awesome video on YouTube and share it with everyone. This is one of my favorites:
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Topics: Creative Services | 2 Comments »
Reality TV Parallels New Media Trend
By Jill at Omni | June 17, 2008
Confession: I am among the 10 or 11 people in the country who failed to watch ALL the American Idol shows this season. But I did get caught up in the finale episode excitement nonetheless! It got me thinking about how traditional all these ‘new’ reality shows are now. Compared to TV dramas and sitcoms, they are relatively easy to produce, inexpensive, and yet still command pretty impressive media dollars for advertisers.
I am convinced that the public’s need for more reality TV runs parallel to the phenomenal explosion of new media and social networking – it’s the reality without the TV. And, even then, the ease of uploading videos makes it basically, well, reality TV on your computer.
As a member of the ‘older than a Gen Y, WAY OLDER than a Gen X’ group, I find it fascinating how these trends seem to quickly become a way of life, but are eclipsed by newer, better, uber trends in a matter of months. Popular business editors are now commenting that MySpace is pretty much ‘old school’. Wow.
It is fun to observe all this from a marketer’s viewpoint – trying to figure out all the new possibilities for promotions and strategies for clients. While some bemoan the changes in our traditional media – TV, print, radio – the truth is the media and marketing universe just keeps getting bigger. You just have to know how to zero in on the ones that work for you and your client.
Now for my secret for any of you reading this that are ‘of a certain age’: The key to being successful at navigating the new media when you are NOT part of that super-cool generation (I guess “COOL” really dates me!) is what I do – hire and work with talented ‘super-cool’ people!
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New Graphic Designer at Omni Communications Group
By Kathy at Omni | June 12, 2008
We have a new graphic designer, Jessie Betz, who has just started working at Omni Communications Group. Here is the “official” news:
Jessie Betz has joined Omni Communications Group as art department manager and will use her visual communications expertise to support Omni’s creative services department. While working closely with Omni’s creative director, Betz will coordinate the progress of agency projects from initial design through completion for custom web sites, multimedia, branding, collateral materials, packaging and print.
Prior to joining Omni, Betz gained extensive design experience working as an art director for an advertising agency in Chicago. She is a graduate of the Illinois Institute of Art in Chicago with a bachelor’s degree in visual communications. Betz is a Riverton native who has recently relocated to the Springfield area. Her hobbies include NASCAR and country music, and she is passionate about helping homeless pets through pet adoption.
Welcome to Jessie, we’re glad to have you on the Omni team!
Topics: Omni News | 1 Comment »
Reasons to Partner With a Small Advertising Agency
By Jean at Omni | June 11, 2008
So many times companies believe that working with a larger marketing firm will gain them more in branding, creative, public relations, media placement, market research and market consulting, but that is not always the case. Small agencies develop their teams, provide the experience and all the skills that larger agencies provide but with that extra special care. It is more of a personal relationship than big business. It truly is an amazing experience for both parties when the client will find out that smaller advertising agencies really do care about them and their marketing objectives.
A previous article from Ezilon.com posted: “Why a small ad agency may be just what you need” which stated several key points in regards to working with a smaller agency:
• One-on-one attention
• Flexibility when it comes to pricing
• Work directly with the President & Senior Creative talent
• Projects are executed quickly
• They tend to be more imaginative in terms of how to stretch your advertising dollar
• They focus on building your business and profitability, not agency politics
Another excellent point: “Bigger not better for ad agencies” an article from Reuters
Advertisers are more interested in smart ideas from agencies than a full range of marketing services, leveling the playing field for small agencies to vie for top accounts, a leading industry executive said.
While the biggest ad firms continue to post solid revenue growth each quarter, smaller, stand-alone agencies have shown more success recently in wresting big accounts with the appeal of unconventional marketing ideas.
Something to also think about when working with a larger agency is that when you are pitched, you have signed on and the work begins; you may think that you are working with the Senior Directors or even the President but your work is shifted down through the ranks. A recent article by Goodness Company: “Seven Steps to Finding the Right Advertising Agency” states that:
“Some smaller agencies offer high-level executives as account representatives, which is an incredible bonus. However many larger agencies often pass big accounts to junior level executives and routinely send smaller volume accounts on to new hires with very little agency experience and almost no knowledge of the advertising marketplace and the nuances of media planning and purchasing. Moreover, ad development may also be handled by a novice designer/copywriter with little experience in creating effective advertising.”
It is not to say that the larger firms are not where you should be spending your precious day’s research when looking but just do some homework before making the final, ultimate marketing decision. That decision is one of the most important business decisions you will make and frankly one that should never be taken lightly. Just think it through, weigh the large marketing firm with the smaller marketing consultant. Allow two to three firms to have the opportunity to get in the door so you can weigh your options and make the best choice for your business. It could prove to be a win-win!
Topics: Marketing | 1 Comment »
To Build Strong Business Relationships, Play Ball!
By Jill at Omni | June 4, 2008
We had the privilege (well, depending on your Cubs/Cards affiliation) last week to go to a Chicago Cubs game as part of a business meeting with one of our top clients, courtesy of one of their key publishing partners. It was a tough call – spend two days out of the office to build a client relationship, or stay here and get the work out. For any of us at Omni, and pretty much all small businesses, the one thing we all have precious little of is ‘time’. So where and how we spend it is critical.
But, time spent with a great client uninterrupted by phone calls, text messages and emails makes for better communication and ultimately a better appreciation for their challenges. We made the time to attend so we could really focus on issues our client is facing.
As we sat in a strategic meeting with the top editors and media representatives of Hanley-Wood, we were able to uncover opportunities to help our client that might never have surfaced otherwise. I felt we created a stronger bond with our client by taking time to support them and work together on a strategy for their business issues. In doing so, we were able to hear from some very intelligent and savvy editors about their perceptions and suggestions to help our client. It occurred to me that THIS group of people took time out of their very busy days to educate, entertain and demonstrate a partnership attitude with us as well. And that is one of the many reasons we, and our client, like working with them. Taking time makes a difference.
One last comment; I personally did my part to stimulate the local economy by purchasing a ball cap from Wrigley Field when it started to rain at the game. Of course, I cannot wear it at home since my daughter is a Cards fan, but who knows - it may have been just the good luck charm the Cubs needed to win that game.
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Staff Team Building Exercises
By Kathy at Omni | May 28, 2008
Once a month we try to get out of the Omni Communications Group office all together for some staff team building exercises. We find this is a great way to have some fun, blow off some steam, get to know our co-workers in a different light, improve our attitudes and boost employee productivity and creativity. Today the Omni staff relocated to Cafe Moxo in downtown Springfield to play the game “Apples to Apples“. Here is an insider’s view:
Due to his ruthless competitive nature and just plain good luck, our creative director Aaron won this round, but next month we’re going to TAKE HIM DOWN, no matter what it is that we decide to do for our next team building exercise!
Topics: Marketing | 1 Comment »
First Impressions
By Susan at Omni | May 27, 2008
I’m new to Illinois. My husband received a job offer in Springfield earlier this year and we decided to move our family from Des Moines, Iowa. Although Springfield is smaller than Des Moines, there are a lot of similarities. I’ve also learned, it’s not what you know but who you know in Springfield.
I’m meeting new people every day in my personal and professional life. Many times your personal/professional lives overlap, that is why you must always market yourself the way you want to be portrayed at all times. This came to my mind when I was out with my husband the other night and some of his clients came up to him.
I have learned that first impressions are HUGE. There are a few common tips that you can help you for a job interview, meeting your in-laws, neighbors, clients, etc. for the first time.
Look professional or presentable: You never know whom you will see at a quick trip to the store.
Be on time: My biggest pet peeve. If the appointment is at 7, you should be there at 6:50. I have one friend that we tell her the meeting is a half hour earlier than it really is, just so she shows up at the correct time.
Be yourself: If you are comfortable or at ease, people can tell. If they don’t like you for who you are, their loss.
Be attentive & positive: This will outshine your nervousness. Listen and interact, this will show that you are interested in the individual.
Be courteous: This means turn your cell phone off!
Handshake: A good handshake speaks a lot with me. It needs to be strong, but not bone crushing. I’m not a fan of fake or ‘half’ handshakes, you know the ones that feel like you are grabbing an infant’s finger. 
Smile: All else fails, smile. A good smile says you are warm and confident.
Small talk: It’s a give and take relationship, but you can learn so much from ‘small talk’.
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Google Analytics Tool For Website SEO
By Kathy at Omni | May 20, 2008
Google offers a free tool to track and analyze information about your website called Google Analytics. The information that can be generated from this tool is very helpful for search engine marketing efforts. If you have some very basic web skills, you can sign up for Google Analytics and begin monitoring and tracking information about your website. Access Google Analytics here, enter your Google account email and password, or sign up for a free Google account here. Then you will be given a piece of html code that you’ll need to add to the html code for each page of your website. This may sound difficult, but it’s actually pretty easy, even for those who may be technologically impaired.
Don’t worry, you won’t see any website design changes to your website pages once you add this little bit of html code. But this code will allow Google to track visitors and their patterns while visiting your website. Once Google Analytics has a little time to track and process statistics (a few months or more should give you some pretty reliable trends), you will get a wealth of information about visitors to your website, all which will be helpful for future search engine marketing. Here are some of the statistics that Google Analytics will generate for you, and all will be generated over any period of time you wish to analyze, from a single day to a month, quarter or year.
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Site Visitors: total visitors, unique visitors, pageviews, average pageviews per visitor, average amount of time spent by each visitor, browsers your visitors are using, internet connection speed your visitors are using, geographic location of your visitors
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Traffic sources (where visitors are coming from): direct traffic (typing in your URL), referrals from other website links (websites noted), or from search engines (search engines and keywords noted)
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Content: which pages are being viewed and how many times, top landing pages, top exit pages, where are visitors navigating to and from between pages
You can use the information generated from Google Analytics any way you want: just as general information on how your website is used, to help optimize your website for higher organic search engine rankings, or to launch your own search engine advertising campaign. Good luck!
Topics: Media Services | No Comments »
Delivery Channels, Brand Integrity, New Media, Other Marketing Buzzwords
By Jill at Omni | May 14, 2008
I wrote a marketing article on brand integrity as it relates to media delivery options for a business publication and thought I’d share the information here as well.
Delivery Channels, Brand Integrity, New Media and Other Marketing Buzzwords
Take a look at the explosive changes in communication over the past few years, then glimpse at what is just around the corner, and you can see why businesses are left feeling a bit boggled by the choices of where to strategically place their marketing messages. For seasoned marketing veterans (who are no longer “baby-boomers” but “digital immigrants”; only those under the age of 25 are “digital natives”), media choices such as blogs, RSS feeds, online social networking and even product placement in movies are a brave new world.
Recent studies don’t always agree on the exact number, but the majority show that the average American is exposed to an estimated 3,000 ad messages a day. This is a clear warning bell alerting us to the need for clarity and consistency in the marketing message. If you are confusing what you say and where you say it, you have just thrown away a good percentage of your marketing investment.
With the number of marketing media choices available, how do you decide? Some argue that traditional media outlets (TV, Radio, Outdoor, Print) are no longer reliable. Any number of news articles related to trends will tell you that these are obsolete – too many messages bombarding us, consumers with demands for multi-sensory communications, and an ever-present drive for the latest in technology are to blame. Yet, we still read books, newspapers and magazines, watch TV, look at billboards, and even listen to the radio. But the reality is “new media” like blogs, podcasts, webinars, mobile-communication programming, RSS feeds and social networking are part of the mix too and can be an effective part of a great marketing program.
Companies sometimes become sidetracked by the ever-expanding methods to distribute their messages and lose sight of communicating their core tactics, focusing instead on where to communicate instead of what they are communicating. So what? It’s tempting to get caught up using new media to spread a marketing message, especially if you are targeting all those savvy digital natives. But companies run into quicksand when they lose sight of the branding basics. Brand integrity remains critical no matter what medium is used to deliver the message. That’s why it’s more important now to maintain a firm grip on your core message while navigating the world of multipoint delivery channels. Apple® is a great example of a strong brand using ALL media effectively to communicate their brand message. Inarguably a world leader in new media technology, they still use traditional distribution channels as part of their media mix. Apple® never confuses the message of who they are, what their benefits are, and always focus on their target audience.
Whenever a company is developing its marketing program, targeting the message to the core audience is crucial. What do you do best? What makes your company’s services or products stand out? Bottom line, what’s in it for your customer? Take a page from a marketing consultant’s handbook and ask yourself these questions:
1. Are you being simple, direct and consistent in what you say about your brand? Don’t confuse your audience by sending mixed messages.
2. Is the brand name of your product sensible? A poorly conceived brand name can be devastating. Few experienced marketing strategists can forget Chevy®’s “Nova” car marketing debacle in Spanish-language markets – “No go” is NOT an effective brand name for a car.
3. Who could be taking market share from you? Don’t ever presume your competition is sleeping; be aware of their branding strategies so you can proactively compete.
4. What do you want to achieve? You can’t run the race if you don’t have a goal in sight. Know what direction and what end result you want and set a realistic time frame to get there.
5. Are you willing to stay on course AND be flexible? There is no such thing as an ‘overnight success’ whether it be in Hollywood or in brand development. You have to be focused on your message and let loyalty build over time, but be ready to adjust as marketplace needs shift.
Spend time asking these “basic five branding questions”, doing the homework to determine the best way to deliver your message, and finally be willing to react quickly to new opportunities. Don’t be ‘wowed’ by the bells and whistles of the merely clever, but not cleverly branded or placed message. This is what separates successful branding campaigns from those that send mixed messages by wanting only to appear they are ‘everywhere’. You can create blogs if you focus on a specific message directed to your target audience, and even personalize your branding efforts. But it has to be consistent with your message in traditional delivery channels also. More variety of media can lead to more confusion with your message – be vigilant!
The elements of a truly great branding campaign do not change, only the way we use the rapidly changing media channels to promote the brand change. All those marketing buzzwords come down to this: simplify, be sensible, watch the competition, know your goals, stay on course and be consistent.
Topics: Marketing | 2 Comments »