2704, 2010

Trend Tuesday: Relationships rule.

By |April 27th, 2010|By Ryan Battishill, Industry News|

With the growth of web-based social networks and a desire for transparency, trust and peace-of-mind messages, it shouldn’t be surprising that relationships rule these days in marketing. Like in life, relationships are everything. When you build relationships with consumers, you also build a band of brand loyalists that can become your most powerful source of word-of-mouth marketing, brand advocacy and brand guardianship. Building these lasting relationships with consumers is far more powerful than making a quick sale and turning your head to the next individual. Marketers and communicators are understanding the importance more and more and are starting to leverage the social web to interact with people around the world and build relationships that wouldn’t have been possible a decade ago.

It wasn’t long ago that business relationships were generated from networking events and face-to-face interaction such as trade shows. However, in today’s technology driven world, relationships are commonly built by using the tools of the social web. The Web has created a whole new way of building relationships, and we (as marketers) are no longer forced to focus on traditional (or monologue) marketing, where the marketer only talks to the customer. Which usually results in the customer to react and say something along the lines of “I am or am not interested.”

This new way of connecting to customers is exactly the same way we do with our personal relationships nowadays. That is, we utilize different communication channels such as Facebook, Twitter and YouTube. Come on, is it not easier to drop Aunt Betty a wall post rather than picking up the phone to be ear strained for an hour. This same technique applies to business, where by using these connection points you get to build a conversation. Would you want to talk about the simple and strategic messages that are created? You have short quick messages in real time that are focused on a single idea, not run-on like the phone call with Aunt B. Get to know your customers likes, interests and address them personally and strategically (via your message or medium of choice) about any issues they may be experiencing. Utilize this information to strengthen the relationship which in turn will help create better (and quite possible more) influencers among their social networks and potentially even create/design products and services they might want.

Step outside your comfort zone and get personal with your existing and potential customer base. It will not only change the way your business is viewed, but will bring you much success from the ambassadors you create.

2604, 2010

It’s Alive! A new image for Doner

By |April 26th, 2010|By Ken Ashburn, Industry News|

How often do we see advertising companies “rebrand” themselves to be more hip, edgy and ahead of the trend curve? If you say a lot, you’re wrong, because they usually just go and buy a start-up that already holds those traits or create their own subsidiary with a name that sounds like an indie rock band, something like “Feet Full of Soda Pop”. But in the case of Doner it was like a digital team of Extreme Home Makeover came in, tore it down, and rebuilt it to be 500x better than the original (although I highly doubt it was originally littered with black mold, dilapidated windows and some ill-fated resident).

With a new site that displays it’s creative work like a red-light district worker in her window. You know from the beginning the goods you will get by going with this hook..err company. Make no mistake this is an advertising company so they should know how to at least advertise themselves, and if this is any indication (including the work provided) new business and retention shouldn’t be hard to come by. What is even more remarkable is that this is all being done in the state with one of (if not the) worst economic conditions (the lovely Murder Mitten, as known by the citizens of Flint and Detroit).

The site accomplishes two things a advertising companies needs, display it’s creative work for clients and look for new employees (still waiting on my interview). Four simple navigation links help guide the user to the companies work, top brass, info about the company and finally industry news (mostly about them, but they’re allowed to give themselves an “atta boy”). Filled with Flash-based guidance you can create a symphony of noises when hovering your mouse over topics such as; socializing your brand, strategic planning and creative approach.

You know you’re in good hands when the company has two CEO’s. One the strategic minded prophet and the other an award winning creative, two always important pieces for a successful campaign.

Check it out for yourself at Doner.com