Author Archive

Creative Traditional Shouldn’t be an Oxymoron

Posted December 8, 2011, by Julie Becker

As an advertising professional, I pride myself in ideas that push the envelope – ideas that make people feel a little bit uncomfortable, evoke emotion and ultimately motivate consumers to behave in a certain way. That being said, I’m not sure if I’ve come to terms with industry leaders using social media as a crutch for creative execution.

On more than one occasion in recent history, I have heard marketing VPs resort to the phrase, “This is great … but not for TV. We can put it on our YouTube channel, though.”

At the American Advertising Federation (AAF) District 5 and 6 conference this fall, Andrew D. Sarkisian, Manager for North American Safety Planning and Strategy at Ford Motor Company showcased Ford’s Doug social media campaign. Across the board there is a clear understanding that Doug was solely built for digital advertising. Whether by design or otherwise, even a Mashable article on the campaign states, “The Doug campaign’s humor is edgy in a way that a traditional TV campaign couldn’t be.”

Why? Or better yet, why not?

When asked why YouTube and social media channels are a better fit for tongue-in-cheek advertising, such as the Doug campaign, many advertising and marketing professionals answer similarly: it’s where our target audience spends most of their time (meaning, young adults in the 18-24 age demographic). Others say it’s expected with social media; there is a different creative standard for online advertising.

While I tend to agree with the latter statement, it’s important to examine the data and purchasing power of social media audiences.

purchasingpower_youtube_graphs

Research proves that creativity doesn't need to be limited to online advertising.

In a 2009 study of buying power and markets conducted by SalesandMarketing.com, the 0-17, 18-24 and 50+ age demographics held more than 65 percent of the total buying power in the West North Central region of the world. The same age demographics held more than 70 percent of the total buying power in the East North Central region of the world.

Flash forward to 2011. Research conducted by ingitesocialmedia.com shows these same demographic brackets collectively accounted for less than 33 percent of all YouTube viewers around the world.

When you boil it down, TV viewership reached all-time highs in 2009 and continues to grow; as does social media use. The same people who spend an average of 66 hours per week on their computer outside of work are the same people who spent an average of 38 hours in front of their TV. So why are companies only marketing creatively on one platform?

People who watch TV still like to laugh, feel inspired and enjoy clever strategy. It’s the reason the Super Bowl garners so much attention for advertising. Furthermore, those who hold buying power are consuming product information through traditional and non-traditional mediums alike. To achieve a truly integrated messaging strategy, creativity must be implemented across all platforms, not in digital advertising alone.

Others argue regulations to traditional media keep creative strategy off the airwaves and on the Internet. However, campaigns like Doug pose no real threat to television audiences and would likely pass FCC standards with ease. As online viewership continues to grow similar standards will be implemented and the playing field will be leveled once again.

Creative costs money, lots of it. Creative strategy and execution is clever, smart and above all, effective. So let’s put the money where our mouth … and our audience is.

Values, Positioning, Vision, Mission, Brand Promise: What is the Difference?

Posted September 8, 2011, by Julie Becker

brownimage_whole_allstatementsMany businesses understand the importance of investing in a marketing strategy. Companies will spends thousands, even millions, on tactical campaigns to generate new customers, sell products, increase brand awareness and (hopefully) boost their bottom line.

What many organizations fail to establish are internal communication statements that generate an understanding of how external messaging should be structured. The statements I’m referring to include a values statement, positioning statement, vision statement, mission statement and brand promise.

During a recent brand evaluation and rebrand for a client, we were challenged to help their organization understand why all of these statements are necessary. Each of the five serve a distinct and functional purpose that when used together help leadership, employees and customers achieve common, organizational goals.

Values Statement (What you Feel)

brownheart_valuesstatement

The values statement (sometimes known as the company philosophy) describes how you conduct business. It describes the emotional motivators of  the organization and is used as a guide for behavior and communication. It’s what’s in  your heart and how that matters to your business.

Positioning Statement (What you Know)

brownbrain_positioningstatement

This statement describes your target market, what problems they face and how your company solves it. This statement is founded in research and explains what is unique about your business. These are the things you know; of all the statements this is the most informational and least emotional.

Vision Statement (Where you Want to be)

brownvision_visionstatement

The vision statement is where you want to be in 5 to 10 years. It should be an aspirational, stretch statement. It includes the purpose of the organization and where you envision the company heading. This is one place it’s okay to dream … don’t hold back.

Mission Statement (How you Plan to get There)

brownwordbubble_missionstatement

The mission statement answers “so how are we going to get there?” It describes why your company exists and supports the goals outlined in your vision. Most importantly, this statement should be actionable, clear and concise for everyone in your organization. (Keep it short people, we’re not saving the world).

Brand Promise (What Your Customers can Expect)

brownbox_brandpromise

The brand promise is the last, but perhaps one of the most important statements, you can develop. One client referred to this as the “Customer Commitment.” This statement should be believable and indicate what your product is and who it is for.

In an article by Michelann Quimby, the author explains the importance of defining these statements early on, and sticking to them; they are essential to putting communication plans into action and bringing strategic plans to life. The more time you spend up front establishing clear, honest statements about your company the more time (and money) you will save in the long run.

No-Shame Sing-A-Long

Posted July 20, 2011, by Julie Becker

A close runner up from The 10 Unsung Heroes of #MeetMichigan was our never-ending playlist of good/bad music. While 11, 12-hour days on the road accounts for a great deal of tunes, here is what we consider the top hits of the trip. Enjoy (or not, depending on your taste)!

#15 – “Ride to California” by Paper TonguesJulie is still bumming over their cancellation at Common Ground 2009.

#14 – “You and I” by Lady Gaga – Truth be told, the entire Born This Way album was played at least a dozen times.

#13 – “Tiny Dancer” by Elton John – We just rolled down the windows and pretended we were filming for Almost Famous.

#12 – “Only the Good Die Young” by Billy Joel

#11 – “Dog Days Are Over” by Florence and the Machine

#10 – “One Headlight” by The Wallflowers – A true classic never dies.

#9 – “Doin’ Time” by Sublime – In our opinion, the perfect summer song.

#8 – “Hey Jealousy” by Gin Blossoms – Because everyone loves a good 90s throwback.

#7 – “The Way You Make Me Feel” by Michael Jackson – A close second was MJ’s classic “Man In The Mirror” … this has a certain singability, though.

#6 – “Sweet Disposition” by The Temper Trap

#5 – “Sleigh Ride” by The Carpenters (from their Christmas album) – Truth: Julie requested multiple Christmas hits daily; this one happened to be playing when the team passed a billboard for Sleigh Rides — yes, we were in the U.P.

#4 – “Part of Your World” from Disney’s The Little Mermaid - “What’s that word again? Streeeeeet.”

#3 – “Piano Man” by Billy Joel - Because one Billy Joel song isn’t enough.

#2 – “Evacuate the Dancefloor” by Cascada – If there was one “theme song” of the trip, this would definitely be it; a great pump-me-up song for summer 2011.

#1 – “It’s All Coming Back to me Now” by Celine DionAnna and Julie really shared a moment with this one. It became part of the daily routine: Tweet, blog, Celine.

When all else failed (and 3G was available) Pandora’s “80’s Pop” station was a pinch-hitter.

No matter where your travels take you this summer, don’t forget to pack your favorite jams. And when the weather is hot and the windows are down, have no shame singing along (especially if you’re toolin’ around in the company van). We sure didn’t.

#MeetMichigan After Dark

Posted July 18, 2011, by Julie Becker

On our social media road trip through Michigan’s 83 counties in 11 days, we did our best to keep fans, followers and blog readers abreast of the adventure. We shared the good, the bad, the crazy. But what we didn’t share were all of the things that happened when the sun went down. So, here you have it, the best untold stories from the road.

“Are you secretly on a brewery trip?”

#MeetMichigan kicked-off their unofficial brewery tour at Bell's in Kalamazoo on day one.

#MeetMichigan kicked-off their "unofficial Michigan brewery tour" at Bell's in Kalamazoo on day one.

One of our favorite bar tenders, Tommy, was convinced #MeetMichigan was a façade to secretly visit Michigan breweries across the state on the company’s dime. As genius as that may be, such was not the case. However, more nights than not, our evenings were spent visiting local breweries around the state.

Big shout outs to Bells Brewery (Kalamazoo), Left Foot Charley (Traverse City), Walldorff Brewpub & Bistro (Hastings), Hereford & Hops (Escanaba), Keweenaw Brewing Company (Houghton) and The Green Well (Grand Rapids) for showing us how great local brew (and grub) can be. Even Anna, a staunch fruity drink drinker, enjoyed a blonde beer or two on the trip.

Bloody Marys for dinner

We have to give up for the creativity in calling them "Basket Cases" but we're not sure about the vegies.

We have to give up for the creativity in calling them "Basket Cases" but we're not sure about the vegies.

There was one evening, in a crowded beach town, before a busy holiday weekend where the team had a difficult time finding a place to eat. Eventually, we stopped into a restaurant (that shall remain nameless) off the beaten path marked “24 hours.” Said restaurant had a back parking lot, no waiting and a long list of “specials” … also, their hours were (in fact) posted on their door (they’re 24 hours from 6 a.m. – 2 a.m.).

Upon entering, we found they had a great deal on a Bloody Mary. After chuckling over a few typos on the menu and guzzling down what was the best Bloody Mary of the trip, we ordered. After half eating a basket of chicken fingers gone wrong and a soggy fish sandwich, Anna and Julie discovered it’s sometimes better to just have Bloody Marys for dinner (after all, that’s why they come with so many garnishes).

This looks like the hotel in The Shining

Don't be fooled! This one way mirror from our bedroom at House of Ludington was actually a large glass window (the two-way kind) facing the elevator.

Don't be fooled! This one way mirror from our bedroom at The Historic House of Ludington was actually a large glass window (the two-way kind) ... facing the elevator.

Our first night in the U.P., the #MeetMichigan team stayed at The Historic House of Ludington in Escanaba. For those, like us, who may be too busy to run a full history of the hotel you’re booking, please know this one is reportedly (very) haunted.

While no one in the group was bothered by such allegations, locals and travel blogs alike confirmed it’s haunted status (and the eerie resemblance to the hotel from The Shining). A quick Google search returned several first-hand accounts, photos and video of paranormal experiences at The Historic House of Ludington.

Though no one from our crew saw a ghost (per se), let it be known that Anna and Julie both awoke at 3:41 a.m. (the haunting hour), sat straight up in bed and looked at each other for no reason … every other night we slept like rocks. We got an early start the next day …

Getting crazy at Kewadin

We did our best to fix Aha's crank after the incident at Kewadin, but after several unsuccessful repairs we threw in the towel.

We did our best to fix Aha's crank after the incident at Kewadin, but after several unsuccessful repairs we threw in the towel.

Did you know that Michigan is home to 19 Native American casinos throughout the upper and lower peninsulas? Kewadin Casino in Sault Ste. Marie was nice enough to put us up for the evening on our last night in the U.P. While the humans played it cool at the slots, Aha got a little crazy, resulting in the untimely amputation of his crank.

Recharge, research and another t-shirt

When we checked into our hotels, it was a mad dash to find every possible outlet. I’m fairly certain we got our money’s worth in hotels with the electricity alone. With a myriad of electronics on the trip, it was important to make sure everything (including our team) was recharged for the next day.

Brewpubs, hauntings and casinos aside, a big chunk of most evenings were spent uploading photos, researching for the next day, reviewing our routes, checking analytics and setting out a fresh #MeetMichigan t-shirt for the morning.

Bar-none in da U.P.

Posted July 5, 2011, by Julie Becker

If there’s one market that’s relatively untapped in Michigan’s Upper Peninsula, it’s got to be wireless coverage. Whoever had the idea to tweet from all 83 counties in Michigan had clearly never tried using the Tweet Deck app from M-28 east.

Just when we thought we’d seen every internet error message an iPhone could produce, we got another one. Here is a small collection of the messages from days five and six of our trip:

While we typically appreciate this kind of frank honesty, it almost put us over the edge in Keweenaw County.

While we typically appreciate this kind of frank honesty, it almost put us over the edge in Keweenaw County.



That's fine, Safari, but you were just connect to the internet 100 yards back.

"Searching..." Yeah, I bet you are.



We don't even know what this means. But it does result in a stifled Google search of the Pictured Rocks.

We don't even know what this means. But it does result in a stifled Google search of the Pictured Rocks.



Maps can't connect. Safari can't connect. We'll just keep heading east.

Maps can't connect. Safari can't connect. We'll just keep heading east.



This was one of the fortunate times Tweet Deck saved our tweet as a draft. We were not always so lucky.

This was one of the fortunate times Tweet Deck saved our tweet as a draft. We were not always so lucky.

It doesn't matter how many times you click "Revise" sometimes you just can't make it happen.

It doesn't matter how many times you click "Revise" sometimes you just can't make it happen.



We're not sure what server they're referring to, but honestly ... does it matter?

We're not sure what server they're referring to, but honestly ... does it matter?



All joking aside, when businesses, residents and travelers are isolated from using new forms of communication like social media, it can make relationship building and brand building a lot more challenging.

We’re here to say, though, it’s not impossible. After a few profanities, a clever use of the “copy + paste” function and a great deal of patience, all of our tweets did go through. We look forward to the days of our return to the U.P. and the improving wireless coverage that is sure to continue.

Two Peninsulas, Four Seasons, Hundreds of Communities

Posted July 3, 2011, by Julie Becker
Copper Harbor Lighthouse at Keweenaw Point

Copper Harbor Lighthouse at Keweenaw Point

One of Michigan’s most attractive qualities is its seasons.

Devout sun-worshippers sludge through our snowy months for summers spent on the shores of the great lakes; snow bunnies sweat it out for the glorious winter months when they take to the slopes and set up their shanties. No matter your favorite, most of us can agree it’s nice to have four seasons in the mitten (variety is the spice of life).

When it comes to our state, #MeetMichigan is finding there’s a lot more variety to love than just our seasons. There is an array of lifestyles, cultures and communities to explore, as well; from an urban core like Grand Rapids; to the rural farmlands of Lake City, to the picturesque Keweenaw Peninsula. Our state is an attractive place for many types of people.

Attracting a diverse population is vital for innovation and business. In Frans Johansson’s The Medici Effect, he explains that innovation occurs at intersections of cultures, ideas and individuals. It’s imperative, then, to build regions (and a state) that attract a diverse, globally and locally minded workforce to inspire future industries and businesses for Michigan.

Luckily, our landscape provides a multitude of settings (and seasons) that draw engineers and eco-buffs, big business and entrepreneurs, city dwellers and nature lovers alike. It will be these types of people (both in Michigan and those who travel here) that take our beautiful state into the future.

One way to begin sharing ideas is through social media. Platforms like Twitter, Facebook and blogs allow idea sharing (like this) at a very low cost. It’s a simple way to connect diverse thinkers with communities across the state, nation and world.

On day six of 11, #MeetMichigan is surprisingly overwhelmed at the potential for communities and connection across our state. Many places seem to be isolated but with great knowledge and resources to share. Michigan has a wonderful foundation for growth; now, it’s about seizing opportunities and sharing ideas. We’ve got the crust — it’s time to build the (world’s largest cherry) pie.

Did you know the World's Largest Cherry Pie was constructed and baked in Charlevoix, Michigan?

Did you know the World's Largest Cherry Pie was constructed and baked in Charlevoix, Michigan?

The pie tin and oven were constructed especially for the occasion by local companies.

The pie tin and oven were constructed especially for the occasion by local companies.

MeetMichigan_CherryPie_3

Who Approved This Trip?

Posted June 28, 2011, by Julie Becker

I set four alarms last night, just to be safe.

M3’s Special Public Relations Opportunities (PRops) team and countless other helping hands (shout out to our agency protégés/interns) have worked around the clock to bring you “#MeetMichigan with @m3_group”—a unique social media road trip to promote positivity in our state. So, when the crew locked up at 10 p.m. last night (preparing for the kick off today at 10 a.m.), I knew the morning would be greeting me sooner than usual.

My first alarm went off at 5:05 a.m.

My second alarm went off at 5:10 a.m.

I was up at 5:11 a.m. to capture the beautiful Pure Michigan sunrise on our dashboard-mounted camera (dashcam, if you’re daring). Less than half awake with my shorts on backwards, I stumbled down to the van to realize it was already getting light outside (though sunrise wasn’t until 6:02 a.m.). It was about that time when I seriously questioned who approved this trip.

Eleven days, 83 counties, hundreds of tweets, thousands of photos, limitless opportunities for connection … it’s a lot to take in. As I craft this blog on the road, from the back of the illustrious M3 mini van, I’m still left wondering ‘who in the heck approved this trip?’

The truth of the matter is, she’s sitting right in front of me. Yes, Tiffany Dowling, our Chief Conversation Starter … she approved this trip. And while my heavy noggin may be longing for the days of road trips spent bobbling ‘round, fast asleep on my neck, that’s not what this is about.

In the few hours we’ve been on the road, it’s apparent this trip is not going to be about Capri Suns and granola bars. It’s not about perfectly mounted dashcams or predetermined routes. It’s about crazy ideas and the people who approve them. That’s what makes Michigan a beautiful place, and we’re out to find the craziest of the crazy.

Ideas are for sharing, especially the crazy ones. Check out Tiffany and the #MeetMichigan gang on WLNS TV-6.

Ideas are for sharing, especially the crazy ones. Check out Tiffany and the #MeetMichigan gang on WLNS TV-6.

Members of the M3 team kicking it off at the Lansing State Capitol Building. What a fine lookin' bunch.

Members of the M3 team kicking it off at the Lansing State Capitol Building. What a fine lookin

F-Bombs and Beer: Reacting to a Twitter Crisis

Posted May 12, 2011, by Julie Becker

I never took physics, though I’m familiar with Newton’s Third Law of Motion: “For every action, there is an equal and opposite reaction.” But is such the case with Twitter?

Case #1: @ChryslerAuto

I’ve been pondering this question since March when Chrysler faced its biggest Twitter blunder to date. On March 9, an employee from New Media Strategies (NMS), Washington D.C., posted a tongue-in-cheek tweet criticizing the standard of drivers in metro Detroit.

Word of the tweet spread like wildfire proving, yet again, you can never really “delete” a tweet.

In response, @ChryslerAutos tweeted an apologetic message stating, “We are taking steps to resolve it.” Most, if not all, subsequent press surrounding the PR nightmare included a firm and succinct statement that the employee responsible for the tweet had since been terminated.

  • Action: Accidental Twitter post.
  • Reaction: Fired.

Case #2: #RedCross

Rewind to the evening of Feb. 15, 2011 when representative Gloria Huang for the American Red Cross tweeted an equally accidental post from the @RedCross account about #gettngslizzerd on Dogfish Head beer.

As you might expect from one of the largest health and crisis management organizations in the world, the Red Cross was poised to respond.

The Red Cross account removed the tweet and responded with an honest, transparent blog including the facts about what happened, chocking it all up to “being human.” The Red Cross was also quick to state Huang would not be terminated.

In the hours that followed the blunder and correction, support was garnered from hundreds of Red Cross followers, including Dogfish followers who launched a donation community around the “#gettngslizzerd” hashtag.

  • Action: Accidental Twitter post.
  • Reaction: Spike in online donations.

So what’s a brand to do?

When it comes to social media, humans are both the problem and the solution. It’s naïve to think that mistakes will not be made. People like Twitter because it creates a voice for organizations (including really big organizations, like Chrysler and the Red Cross). Just as easily as a voice can create chaos, a voice can create resolve.

Social media is about transparency and our voices can create or destroy that transparency. It’s up to us. While these are isolated cases, you can see the positive benefits of keeping an open, transparent brand – even in the face of embarrassing F-bombs and beer. What have you got to lose? As mother always said, honesty it really the best policy.

These case studies may not have equal and opposite reactions, or even the same reaction. However, it’s safe to say that the reactions reflect the brand just as much as the accidental tweets themselves.

So, what kind of brand do you want to build and how will your response in the face of a PR crisis contribute to that brand? While you ponder these new age laws of motion according to Twitter, I’m going to crack a cold one with Gloria.

We Have Interns. Now What?

Posted January 12, 2011, by Julie Becker

Our interns don’t get coffee (unless it’s for themselves). Our interns don’t mop floors or take out the trash. They don’t clean our white boards and they don’t tidy up the basement. They don’t twiddle their thumbs or text their boos all morning. Our interns don’t engage in seasonal yard work or pick up our dry cleaning.

I know what you’re thinking … ‘then what do they do?” Well, they work.

Illustration by Julie Becker

Illustration by Julie Becker

Embarking on my second term as the internship coordinator for M3 and CAWLM, I’m constantly looking for ways to engage our interns and create meaningful experiences for them. If you wondered what you’d ever do with an intern or feel like your interns might not be living up to their full potential here’s a few ways to get them going.

1.      Mad Skills – Create a quick list of skills that members of your organization have and tasks that they perform on a regular basis. Sit down with your interns and ask which of these areas they have skills in and where they would want to gain experience; after that, the work finds itself.

M3 example: during interviews we review a list of possible roles with our applicants. This helps us determine which departments and staff members they will work most closely with, thus narrowing the options for assignments and tasking them becomes a cinch.


2.      Low-Stress Assignments – Review assignments with team members and prioritize them by degree of difficulty, importance or strictness of deadline. Take the lower tier projects and see if any of them could be assigned based on your intern’s skill set or collaborated upon with an intern’s help.

M3 example: each semester, we have one or two interns with strong writing backgrounds who assist with writing for the magazine and assist with various writing assignments for clients. Any writing assignments that have longer deadlines (time to tweak and edit), we like to give interns a stab at.


3.    Real World Re-Do – Create a bank of client assignments that your company has already completed (start with just a few). Create a one-page write up for the assignments (what was the task? details? time frame? budget?) and have an intern take a second shot. There’s zero-pressure and can be a great way to assess a student’s skills.

M3 example: if a graphics intern is looking for work I’ll give them an assignment that perhaps I struggled with or has already been put to bed. It’s fun to give them a blank slate and see what they can do (no strings attached). BONUS: it’s also a great way to help them build their portfolio!


4.      The Five-Minute Tasks – Think about weekly tasks that you or a team member does every week that takes five, 10 or 15 minutes. Over the course of a year these tasks can easily be transferred to an intern and free up countless hours of employee time. Take five, 10 or 15 minutes today and teach an intern.

M3 example: one intern per semester is responsible for keeping our internal marketing materials in order, putting together outreach packets and keeping our case study sheets printed and stocked.


5.      Get Schooled – Have interns present to your staff on a topic they’re learning about in the classroom. Interns are a wealth of knowledge (and trendy knowledge, at that). Education is a two-way street, so tap into the youthful resources and listen to their ideas.

M3 example: each intern is responsible for one educational assignment each semester where they teach us something we may not know about the field of marketing, advertising and PR. Last years topics ranged from Groupon to building social media value for our clients.

Overspending Has Flown the Coup

Posted November 3, 2010, by Julie Becker

The Nov. 1 issue of Advertising Age cover claims “Coupon clipping stages a comeback.” As a closeted coupon clipper (only regaling my most intense saving experiences with grandma and grandpa), I wondered why my secret behavior was perhaps not so secret. scissors_clipping_coupons_hg_wht

The article attributes several factors to the rise in coupon use, but most notably the country’s “deep recession followed by a slow recovery.” The article goes on to quote Suzie Brown, chief marketing officer of Valassis, on the rise in coupon popularity among my generation:

“I think we’re seeing this whole recession really helped us pick up those millenials who were not as focused on money management and savings and now have entered the marketplace with a real savings mentality.”

While my girlfriends and I would rather pour a glass of wine and dish about our latest crush and not our latest clipping, here are five reasons we should be:

1. Online coupons are hot— Why share a link to the latest viral YouTube video when you can share 40% off at Hobby Lobby?

2. Saving (looks and) feels good— There’s nothing better than flaunting a new blouse and blazer that I got 50% off from a mailer coupon. Mm!

3. Your future partner will thank you — I often wonder what my husband of the future will think about my student/car/credit card debt. Every time I clip, I feel him thanking me in advance.

4. A penny saved, is a penny eaten — Every time I save $10 or $15 from a coupon, I excuse my monthly Sansu lunches … but it’s better than blowing my budget, right?

5. Coupons are the future ­— With rapid growth in internet coupon redemptions in 2009, mobile coupons are expected to be the next wave of savings (at least that will feel cooler than clipping the Sunday inserts).