This little quote popped up today:
Ad agencies are great… if you’re already famous
The advertising and marketing world is typically focused on the big guys and for good reason. They have the most to spend, and their dollars are highly coveted by agencies vying for their business. The problem is that most of us aren’t multinationals and few of us have budgets like theirs to devote to marketing our companies.
You can find this quote in Eric Karjaluoto's book: Speak Human.
The problem with really reductive statements like this is.... well, they are reductive.
Barefoot Creative is an advertising agency. We are not famous. While we do work with some "famous" clients -- even the most lucrative budgets are spread over a huge revenue need. No matter how generous the budget, there are always limits.
Perhaps, for just a moment, we can lose the "poor me I'm a small company and I can't put an ad on the Super Bowl game" and consider the purpose of advertising -- increased revenue, product launches, sales, acquisition of new customers. Big budgets have to work hard to accomplish a big task -- little budgets often accomplish the very same percentages, the actual dollar amounts are just smaller.
Depending on the client, the audience, the goal of the particular campaign we choose different tools, different spaces and different scopes. Smart, small companies choose advertising agencies because they understand that the agency is not about buying time, placing media or hype. They are about advertising.
Your advertising agency is there to increase your organizational revenue. The team is trained to make that happen. Too often small businesses have little experience in understanding the cost effectiveness of advertising. When you choose the advertising agency that understands your business they are able to help you apply strategies that will be effective, making your advertising budget work for you.
Like I said..... I'm really, really not famous. And many of our customers are mid-sized, even small organizations. BUT they are growing!
Tuesday, April 6, 2010
Friday, March 19, 2010
Technology: Friend or Foe?
Have you recently invested in an online platform that has dynamic applications ensuring a rich user experience?
If you've seen Fun with Dick and Jane think about the 3 minute sales pitch that Dick uses. Chalked full of buzz words, he may be selling air.
Because Barefoot engages highly interactive strategies for online marketing, we are always looking for innovations. We hear the sales pitch and think -- WOW, there's something there. But after digging a little deeper we discover, well, air.
I looked up web providers who were selling a "dynamic" experience. You may have heard that word bandied about. I discovered that for $500 I could purchase a dynamic web site. Some of you reading this probably wish you had purchased that software because you paid a lot more for your dynamic experience.
Of course, those dynamic web sites were simple templates with some ability to content manage, usually online. (One does wonder how else one would manage an online tool, but I may too old to understand the complexities of the online world).
I am also intrigued by the many social media applications -- especially in fund raising. As if social media will suddenly revolutionize the hard work of raising funds. Engaging social media is simply today's version of my mother who volunteered for the Cancer Society and went door to door to gather money for a worthy cause. With social media we can open doors that are further afield, but it's still a volunteer activity that will render low results (with the exception of high profile, media supported emergencies).
Technology doesn't change foundational marketing intelligence.
If you've seen Fun with Dick and Jane think about the 3 minute sales pitch that Dick uses. Chalked full of buzz words, he may be selling air.
Because Barefoot engages highly interactive strategies for online marketing, we are always looking for innovations. We hear the sales pitch and think -- WOW, there's something there. But after digging a little deeper we discover, well, air.
I looked up web providers who were selling a "dynamic" experience. You may have heard that word bandied about. I discovered that for $500 I could purchase a dynamic web site. Some of you reading this probably wish you had purchased that software because you paid a lot more for your dynamic experience.
Of course, those dynamic web sites were simple templates with some ability to content manage, usually online. (One does wonder how else one would manage an online tool, but I may too old to understand the complexities of the online world).
I am also intrigued by the many social media applications -- especially in fund raising. As if social media will suddenly revolutionize the hard work of raising funds. Engaging social media is simply today's version of my mother who volunteered for the Cancer Society and went door to door to gather money for a worthy cause. With social media we can open doors that are further afield, but it's still a volunteer activity that will render low results (with the exception of high profile, media supported emergencies).
Technology doesn't change foundational marketing intelligence.
Wednesday, March 3, 2010
Middle Donors
If you're a non-profit and raise money from private donors, we would like your help in understanding middle donors.
About 45-50% of our clients are working in non-profit sectors -- many dependent on private donations. Growing revenues in an adverse economy is a challenge. Middle donors are an often neglected donor group that has high loyalty, consistent giving and, over their lifetime, significant contributions.
One of our clients took an extremely bold leap a couple of years ago. They stripped the middle donors out of their regular monthly fund raising mailings. Considering that this group gave substantial funds, this was very brave!
But it made sense.
We created a unique stream for them. The mailings always contained a strong profile of need. But we extended the format so we could explain more clearly and with more detail. We increased the offers and always included a reach offer. The giving multiplied by many times. These donors gave less frequently, but they gave much higher gifts.
On April 1 we are starting a middle donor research project. If you choose to participate, you will get a complete copy of the research and a personal research paper that focuses on your donor segment. We will also deliver the results in a private meeting with, well, me. We will need an interview with your lead development person and the e-addresses of a segment of your middle donors.
So if you'd like to participate in the middle donor research study contact Larry... larry@barefootcreative.com or 519-571-5058 x 206.......... results will be distributed in August!
About 45-50% of our clients are working in non-profit sectors -- many dependent on private donations. Growing revenues in an adverse economy is a challenge. Middle donors are an often neglected donor group that has high loyalty, consistent giving and, over their lifetime, significant contributions.
One of our clients took an extremely bold leap a couple of years ago. They stripped the middle donors out of their regular monthly fund raising mailings. Considering that this group gave substantial funds, this was very brave!
But it made sense.
We created a unique stream for them. The mailings always contained a strong profile of need. But we extended the format so we could explain more clearly and with more detail. We increased the offers and always included a reach offer. The giving multiplied by many times. These donors gave less frequently, but they gave much higher gifts.
On April 1 we are starting a middle donor research project. If you choose to participate, you will get a complete copy of the research and a personal research paper that focuses on your donor segment. We will also deliver the results in a private meeting with, well, me. We will need an interview with your lead development person and the e-addresses of a segment of your middle donors.
So if you'd like to participate in the middle donor research study contact Larry... larry@barefootcreative.com or 519-571-5058 x 206.......... results will be distributed in August!
Tuesday, March 2, 2010
Design Intelligence
Kev and I were chatting about the influence of design in marketing. He has great insights into design intelligence. Like most great insights, it's stuff that is floating in the back ground of our minds but too often we don't let it come to the forefront and really impact our work.
He sees design intelligence for marketing as one of the most critical components for impacting and motivating choice. But too often marketing teams don't use design intelligence. Some designs are totally consumed by layout. That's the technical skill behind great design: white space, typography, use of colour, clean lines, careful attention to grids. While great layout makes the piece pretty -- it's doesn't push the edges towards brand personality, marketing principals and offer insight.
On the other extreme are the marketing teams who sacrifice design intelligence for fine art. Fine art is focused on the visual experience -- not the message. The message is often subtle or determined by the viewer. It belongs on living room walls and museums.
Great marketing motivates and inspires action.
Design intelligence starts with understanding the overall goal, the underlying challenge, the audience, human motivations and, maybe most of all, takes the designer out of the picture.
As we were chatting, we were musing about a piece that we did for a client many years ago. Both of us hated it. While the offer was intact and the design intelligence was strong in understanding the overall brand and the motivations of the direct audience -- our visual minds were really turned off.
It was the second highest performing acquisition piece that year.
That taught us a lesson. Our overall goal was to communicate to the audience. Frankly, neither of us were the audience. While neither Kev or I would be motivated by this piece -- we were not the people the client wanted to motivated. The biggest mistake marketers make is to allow our own preferences to interfere with truly understanding the audience.
One more story.... when my son was about 2 years old my husband and I worked in a kid's program. One of the features of the program was a dorky beanie that had a helicopter blade on the top. On the way home I was nattering about the lack of sophistication of the premium when Chris piped up from his car seat: "I can hardly wait until I can get one of those hats!" The designer of the program was bang on in assessing the level of sophistication of the audience.
Design intelligence refuses to be tainted by personal taste. It is objective, rational and results oriented.
Barefoot Creative is looking for a designer as I write. Without a question we are looking for a designer with design intelligence!
He sees design intelligence for marketing as one of the most critical components for impacting and motivating choice. But too often marketing teams don't use design intelligence. Some designs are totally consumed by layout. That's the technical skill behind great design: white space, typography, use of colour, clean lines, careful attention to grids. While great layout makes the piece pretty -- it's doesn't push the edges towards brand personality, marketing principals and offer insight.
On the other extreme are the marketing teams who sacrifice design intelligence for fine art. Fine art is focused on the visual experience -- not the message. The message is often subtle or determined by the viewer. It belongs on living room walls and museums.
Great marketing motivates and inspires action.
Design intelligence starts with understanding the overall goal, the underlying challenge, the audience, human motivations and, maybe most of all, takes the designer out of the picture.
As we were chatting, we were musing about a piece that we did for a client many years ago. Both of us hated it. While the offer was intact and the design intelligence was strong in understanding the overall brand and the motivations of the direct audience -- our visual minds were really turned off.
It was the second highest performing acquisition piece that year.
That taught us a lesson. Our overall goal was to communicate to the audience. Frankly, neither of us were the audience. While neither Kev or I would be motivated by this piece -- we were not the people the client wanted to motivated. The biggest mistake marketers make is to allow our own preferences to interfere with truly understanding the audience.
One more story.... when my son was about 2 years old my husband and I worked in a kid's program. One of the features of the program was a dorky beanie that had a helicopter blade on the top. On the way home I was nattering about the lack of sophistication of the premium when Chris piped up from his car seat: "I can hardly wait until I can get one of those hats!" The designer of the program was bang on in assessing the level of sophistication of the audience.
Design intelligence refuses to be tainted by personal taste. It is objective, rational and results oriented.
Barefoot Creative is looking for a designer as I write. Without a question we are looking for a designer with design intelligence!
Wednesday, February 24, 2010
Talent?
If you listened to Age of Persuasion last week, you got a glimpse of two marketing styles -- Ogilvy, which has perfected a system and DDB, which relies on the guts. Both effective and strategic agencies. Just different styles.
My own experience tells me that great marketing relies on three T's: Technique, Time, Talent.
I had a little personal experience on Saturday that reinforced these three "T's".
I took a painting lesson.
Now, to make sure you don't misunderstand my story: I do not have, have never had, continue not to have any training, experience or talent. But I had an idea.
So I took my idea to an expert and asked her to help me do it..... Donna (my expert friend and amazing artist) bravely took on the task.
I presented my story board for 4 large paintings I wanted to do. I even sketched them in a book aptly titled: "Sketch Book." Just so that you're still with me, pencil sketches in a book titled "Sketch Book" are not necessarily sketches.
But to Donna's credit, she caught the idea.
So over the next 2 hours I expected to learn the technique and accomplish a painting.
At one point, during a quick colour lesson, Donna did mutter under her breath that some people studied this for years. I think she was suggesting that my desire to accomplish it in an hour was unrealistic.
Mostly what I accomplished was producing a brown, four letter word, colour product. I produced a lot of it and in varying shades. I also used about $35 of acrylics to produce it (she didn't let me buy brushes yet).
In that two hours I learned -- or learned again -- what I often say about desk top publishing programs, self-made marketers and quick fixes to difficult communication problems: Technique + Time + Talent = Great Marketing.
1. There is a technique (like Ogilvy learned) that works. Donna had mastered the technique. Confident strokes of red, yellow, white, and blue created this amazing tree -- on her canvas. It had depth, shadows, contours, light. Mine was just -- well, thick slashes of that four letter word colour. Rules, test cases, algorithms, demographic research, focus groups (++++++) contribute to a technical knowledge base that informs marketing strategies and increases effectiveness.
2. Then there is time. Time usually indicates experience. Donna has been drawing, painting, illustrating and creating for about 40 years. She spent four years of dedicated educational time in fine arts, experimenting, playing with colour, learning about light, discovering new ideas. I watched for about 10 minutes and tried my hand. And, I admit, patience isn't my greatest attribute. But 15 slashes on a canvas don't constitute "time." In marketing, the experienced marketer learns what works and what doesn't. I know that a clear, concise, focused product offer increases sales -- even though I like complex creativity. If the client is evaluating the marketing strategy on revenue earned, I need to lay down the obscure creativity and sell. There is no replacement for the intelligence of time.
3. Finally, there is talent. Donna sees the images, the colour, the shadows in her head. Her brain and her wrist and her fingers are connected in a way that the brush strokes create art. My brain does not have that connection. I did manage to create an interesting splatter paint on the floor (although Donna washed most of it off because it tended toward looking like that four letter compound). Great marketers know the technique and have mastered it. They have experienced success and failure and understand the difference and the reasons. Plus they have a gut for it. They have an intuitive sense of understanding the nature of inspiring and motivating action. They are able to take all of the things they have learned and know and make it work.
Many people I know are arm chair advertising experts. They just "know" when a commercial works. Interestingly, many of them are wrong. You see, they've used the things they "like" to define marketing that works. They haven't learned the techniques or seen the results to evaluate the effectiveness or have the innate talent.
I'm not going to be an artist in 6, 3 hour lessons. Not even Donna can make that happen. But I have more than 15 years of marketing technique, experience and, I think, some talent!
My own experience tells me that great marketing relies on three T's: Technique, Time, Talent.
I had a little personal experience on Saturday that reinforced these three "T's".
I took a painting lesson.
Now, to make sure you don't misunderstand my story: I do not have, have never had, continue not to have any training, experience or talent. But I had an idea.
So I took my idea to an expert and asked her to help me do it..... Donna (my expert friend and amazing artist) bravely took on the task.
I presented my story board for 4 large paintings I wanted to do. I even sketched them in a book aptly titled: "Sketch Book." Just so that you're still with me, pencil sketches in a book titled "Sketch Book" are not necessarily sketches.
But to Donna's credit, she caught the idea.
So over the next 2 hours I expected to learn the technique and accomplish a painting.
At one point, during a quick colour lesson, Donna did mutter under her breath that some people studied this for years. I think she was suggesting that my desire to accomplish it in an hour was unrealistic.
Mostly what I accomplished was producing a brown, four letter word, colour product. I produced a lot of it and in varying shades. I also used about $35 of acrylics to produce it (she didn't let me buy brushes yet).
In that two hours I learned -- or learned again -- what I often say about desk top publishing programs, self-made marketers and quick fixes to difficult communication problems: Technique + Time + Talent = Great Marketing.
1. There is a technique (like Ogilvy learned) that works. Donna had mastered the technique. Confident strokes of red, yellow, white, and blue created this amazing tree -- on her canvas. It had depth, shadows, contours, light. Mine was just -- well, thick slashes of that four letter word colour. Rules, test cases, algorithms, demographic research, focus groups (++++++) contribute to a technical knowledge base that informs marketing strategies and increases effectiveness.
2. Then there is time. Time usually indicates experience. Donna has been drawing, painting, illustrating and creating for about 40 years. She spent four years of dedicated educational time in fine arts, experimenting, playing with colour, learning about light, discovering new ideas. I watched for about 10 minutes and tried my hand. And, I admit, patience isn't my greatest attribute. But 15 slashes on a canvas don't constitute "time." In marketing, the experienced marketer learns what works and what doesn't. I know that a clear, concise, focused product offer increases sales -- even though I like complex creativity. If the client is evaluating the marketing strategy on revenue earned, I need to lay down the obscure creativity and sell. There is no replacement for the intelligence of time.
3. Finally, there is talent. Donna sees the images, the colour, the shadows in her head. Her brain and her wrist and her fingers are connected in a way that the brush strokes create art. My brain does not have that connection. I did manage to create an interesting splatter paint on the floor (although Donna washed most of it off because it tended toward looking like that four letter compound). Great marketers know the technique and have mastered it. They have experienced success and failure and understand the difference and the reasons. Plus they have a gut for it. They have an intuitive sense of understanding the nature of inspiring and motivating action. They are able to take all of the things they have learned and know and make it work.
Many people I know are arm chair advertising experts. They just "know" when a commercial works. Interestingly, many of them are wrong. You see, they've used the things they "like" to define marketing that works. They haven't learned the techniques or seen the results to evaluate the effectiveness or have the innate talent.
I'm not going to be an artist in 6, 3 hour lessons. Not even Donna can make that happen. But I have more than 15 years of marketing technique, experience and, I think, some talent!
Wednesday, February 17, 2010
While no one can confirm....
How often have I read that in regards to social marketing?
How many businesses have increased their profit margins significantly by their investment into Facebook? Why is it that Fortune 500 companies are slow to adopt social networking tools?
It's hard to understand the full impact of social networking -- just like it's hard to estimate the impact of the influence of friends on purchase choices.
So let's admit it.
In an age when tracking is the most critical component of choosing marketing media effective advertising still requires guts.
That's why we need to imagine.
Imagine the difference when you use all the tools in the most effective way for your business. The brand leaders are already doing it. They are acknowledging that the world as the Admen of the 60's knew it is changing.
Walmart and P&G is talking about producing a movie as a part of their marketing package. Smart retailers are adding web empowered kiosks within their stores so that customers can shop better right in the store, choosing a digital assistant rather than a teen in a red polo shirt. Others are using digital screens throughout the stores for real time sales information, putting to bed the muffled PA service.
I spoke with a client this morning. They need a web site. When I asked what they wanted their clients to do on their web site the silence bounced off of the padded chairs. No idea.
So we began to prod.
It turns out that their clients have really amazing engagement intersections that we discovered after imaging a web site that was a little more innovative. But we had to stop and ask the question.
They came to us because they need a web site -- everyone needs a web site. You can purchase a web site for $500. BUT if you want an effective, marketing focused, engagement oriented web site you have to stop and think before you enter the copy from your most recent brochure into the appropriate content managed boxes.
We live in exciting times... the world is changing. We get to influence that change.
How many businesses have increased their profit margins significantly by their investment into Facebook? Why is it that Fortune 500 companies are slow to adopt social networking tools?
It's hard to understand the full impact of social networking -- just like it's hard to estimate the impact of the influence of friends on purchase choices.
So let's admit it.
In an age when tracking is the most critical component of choosing marketing media effective advertising still requires guts.
That's why we need to imagine.
Imagine the difference when you use all the tools in the most effective way for your business. The brand leaders are already doing it. They are acknowledging that the world as the Admen of the 60's knew it is changing.
Walmart and P&G is talking about producing a movie as a part of their marketing package. Smart retailers are adding web empowered kiosks within their stores so that customers can shop better right in the store, choosing a digital assistant rather than a teen in a red polo shirt. Others are using digital screens throughout the stores for real time sales information, putting to bed the muffled PA service.
I spoke with a client this morning. They need a web site. When I asked what they wanted their clients to do on their web site the silence bounced off of the padded chairs. No idea.
So we began to prod.
It turns out that their clients have really amazing engagement intersections that we discovered after imaging a web site that was a little more innovative. But we had to stop and ask the question.
They came to us because they need a web site -- everyone needs a web site. You can purchase a web site for $500. BUT if you want an effective, marketing focused, engagement oriented web site you have to stop and think before you enter the copy from your most recent brochure into the appropriate content managed boxes.
We live in exciting times... the world is changing. We get to influence that change.
Friday, February 5, 2010
The Rise of Mobile...
The Gartner report on Technology predicts:
Mal Warwick suggests that the three trends posing the greatest challenges to non-profits (and I suggest all organizations and companies) are:
1. The proliferation of new communications tools and technologies
2. Understanding online and offline networks.
3. Multi-channel marketing demanding seamless donor and customer-centered programs.
I read a lot about new technology. The iPad launched last week (not so sure that is new technology, but it certainly caused a buzz). I am very interested in new trends, new opportunities and just where my audiences are.
But I hesitate to throw conventional wisdom aside.
To be a truly strong marketer I have to understand people. I have to be able to read the test cases and spreadsheets. I need to understand the very foundations of human instinct. That’s why I read Shelley’s Frankenstein, Huxley’s Brave New World, Atwood’s The Year of the Flood and Coupland’s Generation A.
The new tools require new ways of applying our knowledge of people.
By 2014, mobile and Internet technology will help over 3 billion of the world's adults to electronically transact. Emerging economies will see increase in mobile and Internet adoption through 2014. Worldwide mobile penetration rate will get to 90%.
Mal Warwick suggests that the three trends posing the greatest challenges to non-profits (and I suggest all organizations and companies) are:
1. The proliferation of new communications tools and technologies
2. Understanding online and offline networks.
3. Multi-channel marketing demanding seamless donor and customer-centered programs.
I read a lot about new technology. The iPad launched last week (not so sure that is new technology, but it certainly caused a buzz). I am very interested in new trends, new opportunities and just where my audiences are.
But I hesitate to throw conventional wisdom aside.
To be a truly strong marketer I have to understand people. I have to be able to read the test cases and spreadsheets. I need to understand the very foundations of human instinct. That’s why I read Shelley’s Frankenstein, Huxley’s Brave New World, Atwood’s The Year of the Flood and Coupland’s Generation A.
The new tools require new ways of applying our knowledge of people.
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