Archive for the ‘Industry News’ Category

Marketing that Makes the World a Better Place

Posted January 5, 2012, by Emily Caswell

Getting 20 people to agree to have their photo taken at a certain time on a certain day isn’t the easiest task. MOD_SignatureChefs_Auction_Program_cover

Add to that the fact that these 20 people are chefs with local restaurants to run, and the task gets about 100 times harder.

But if there’s one thing that can make it worth the effort — it’s babies. More specifically, babies who benefit from funds raised through the March of Dimes.

That’s why when Tiffany Dowling was selected as the 2011 March of Dimes Signature Chefs Auction co-chair she didn’t hesitate to say “yes.”

Serving as the co-chair may sound easy enough (if you like planning events for 500 people — which we happen to love), but in taking on that role Dowling also volunteered the agency to do public relations, social media,  event planning and marketing materials including all of the print promotions — tickets, invitations, RSVP cards, envelopes, table and event signage and the program — which included individual photos of each and every one of the local chefs involved in the event, for the auction.

From start to finish — along with a team of volunteers and the entire Signature Chefs Auction committee — a lot of the talent at Motion Marketing & Media had a hand in the planning and execution of the event.

M3’s design team of Lisa Twenter and Julie Becker developed and executed the awesome hand-made cocoa powder rendering of the March of Dimes logo, which served as the catalyst to the rest of the design and color palette for the evening. I scheduled the chef photos and gathered their bio information to be complied into the program.

M3 also helped to secure the Bone family as the 2011 Signature Chefs Auction ambassador family.

We worked to gather items for both the live and silent auction and, of course, the entire team collaborated with the Lansing March of Dimes office to be sure they loved everything we were doing.

In the end the Signature Chefs Auction raised more than $65,000 for Mid-Michigan babies in need. And frankly? It doesn’t get much better than that.

The March of Dimes project was just one of the pro bono projects that  M3 assisted on in 2011. All in all we donated more than 400 hours to various causes. Other pro bono clients include:

In addition, in 2011  Capital Area Women’s LifeStyle Magazine’s Lady Classic raised more than $4,000 for the Lansing City Rescue Mission center for women and children and the CAWLM ‘80s Flashback Fundraiser raised more than $4,000 for the Westside Commercial Association Youth Mural Art Program.

While the scope of our 2012 pro bono projects hasn’t been entirely determined, we are looking forward to giving back to the community and causes we love.

“E.T. Text Home?”

Posted December 15, 2011, by Peter-Ruffing

Kelly, one of my co-workers, asked the question a few weeks back; “Remember when you used to call the Time Lady?” answeringmachine1

I’m not sure what made Kelly ask the question, but it got me to thinking, there are probably a lot of people who don’t even know that you used to be able to do that.

As a society we take a lot of technological progress for granted. Who needs a watch?  As I sit here typing I can find the time of day on my Blackberry, my laptop and the phone on my desk.

What about other obsolete or potentially obsolete technologies? Try and find an answering machine these days, thanks to voice mail they bit the dust.

In the 1960s there wasn’t a lot of emerging technologies. In my house growing up the technological advance was when we got a longer cord for the phone.  Back then we also had phone books, who needs a phone book these days? I couldn’t find a Yellow Pages book if it had a siren attached to it. Just Google what you’re looking for and it’s there, with a phone number, directions, reviews and, more than likely, a link to their website.

When was the last time you heard a busy signal when phoning someone? If you do get a busy signal, put that contact into the “Old School” file. In fact, today most people don’t even have home phones, why incur the cost when almost everyone will contact you on your cell phone? How would that famous line in the movie E.T. be re-written for today? “E.T. text home?”

What will be the next obsolete technology? Will it be something that transformed an industry like the iPod did? When was the last time you got up to flip the album on the turntable to listen to “Side 2”?

Become a Publisher – Reevaluating Tactics in the Marketing World

Posted November 17, 2011, by Taylor Kelsaw

Hosting a radio program has enabled me to do more research than ever before about marketing, the constant changes that being a leader in the area can bring about to your work place, and how you must invest the time and energy to gain acceptance and re-acceptance of your clients. What must we do to move them forward? chart

The variety of options for customer marketing, engagement and implementation ranges from social media to SEO (Search Engine Optimization), to email marketing to online advertising; trust me, it can be overwhelming. Content-rich online marketing changes everything and the results can be huge. One of the most common marketing questions we hear from the client side is, “When is it time to change tactics?”

One might suggest that the answer is through the intersection and/or integration of social media, SEO and content marketing. When social media and SEO are brought together like salmon and wasabi, then content becomes the rice holding everything together, and the perfect sushi is formed. Content is essential to a social media strategy, and understanding this is a part of the customer-centric social content and is absolutely required.

Social media statistics suggest that Google handles about 88 billion searches each month. YouTube is the second most popular. Facebook now has more than 600 million users. Twitter has nearly 200 million accounts. LinkedIn is at 101 million users and FourSquare grew 3,400 percent in 2010.

Consumers don’t seem to be engaged by the old traditional interruptive marketing. Perhaps it’s their desire to become more educated about behaviors, and information consumption and sharing have changed as a result. B2B (Business to Business) and B2C (Business to Consumers) customers both demand and expect to seek out information via a search. They also expect to become engaged with the findings of the search.

Today a lot of corporate marketing is structured to create content around products and services and not around becoming a publisher, which is a large part of what you become when you proactively create content for your social media platforms. Does this lead to the idea of tactical change involving a content-marketing program? It should, and the superabundance of publishing tools and alternative stages now make it possible for companies to brand and create content with media that challenges some broadcast communications companies.

Companies must now retool their content-marketing strategy utilizing social media and SEO. These strategies must be used in order to reach the customer expectations with frequency in an integrated format that increases reach through discovery, consumption and sharing. In addition, the integration of the social media and SEO will enlighten, and could easily bring about a cogent decision to buy.

It is my opinion, that organizations that embrace this concept should outshine and outlast their competition by taking the lead in the race to become the most successful marketing marathoner around.

Editor’s Note: This post was written by M3’s new Executive Producer. Taylor is also co-host of Michigan in Motion on the Michigan Business Network.

The 5-Hour Energy Evolution

Posted September 16, 2011, by Anna Daugherty

Michigan-based Living Essentials has had unique success the past few years, all thanks to a tiny red bottle. Oh, and about a $60 million marketing budget.

5-Hour Energy shots are a blend of vitamins and amino acids, and contain as much caffeine as “a cup of the leading premium coffee.” They are typically found on the counters of gas stations and convenience stores, but the brand has also broadened its reach to large retailers such as Dick’s Sporting Goods, Home Depot, Kroger and Wal-Mart.

This little 2 ounce miracle is worth more than $900 million, accounting for 88 percent of all energy shot market sales. Due to this success, 5-Hour Energy was named one of “America’s Hottest Brands” by Ad Age in 2009.

So why has 5-Hour Energy been so successful (aside from the serious marketing budget)? My guess is because of their target audience: office drones.

Living Essentials targets working adults and not teenage boys, like most of their competitors. Their ads feature office workers sluggishly going about their daily routines, and have labeled that black hole of boredom between lunch and quitting time “the 2:30 feeling.” Adults in the workforce, unlike already energetic teen boys, truly need products to keep them awake and alert on the job.

Recently, Living Essentials has heavily promoted the healthy aspects of their products. They stress that 5-Hour Energy shots contain no sugar, and are filled with vitamins and nutrients similar to those found in broccoli, avocado and bananas. The brand has even sponsored health and wellness programs on Michigan public radio to help push this message. The campaign seems to have made a big impact on how people view the brand.

What’s next for 5-Hour Energy? Since the product launched in 2004, the market has been flooded with similar brands promising to deliver big results in a short amount of time. Will these little red bottles be able to maintain their iron grip on the energy shot market? With clever marketing tactics and an interested audience, they just might.

Bill Rabe and the Unicorn Hunters

Posted March 10, 2010, by

Unicorn Hunters

In 1971, Bill Rabe was hired by Lake Superior State University as their new director of public relations.  Shortly after, along with some English professors, he started the Unicorn Hunters, a small group dedicated to executing unique PR efforts.  Bill has become a PR legend.  His quirky PR stunts at LSSU have lasted four decades and have been going strong for 20+ years since Bill retired along with the Unicorn Hunters.

When Bill was hired, LSSU had just split off from Michigan Technological University and become its own college.  Bill’s job was to create significant PR efforts for the new university to brand itself.

The Unicorn Hunters got to work on their PR efforts.  Some of their PR efforts included:

  • The annual List of Words Banished from the Queen’s English for Mis-Use, Over-use and General Uselessness
  • Burning a snowman on the first day of spring
  • World Sauntering Day
  • International Stone-Skipping Tournament, held annually on Mackinac Island
  • Unicorn Questing Season

Unicorn hunting

And yes, there are actually unicorn hunters.  In one epic example Bill was able to get a TV crew from ABC News to film students on campus and their quest to find a unicorn.  There are many regulations to unicorn hunting.  For starters, you’ll need a unicorn hunting license which can be downloaded online.  Some of the other regulations include:

  • The only recognized legal unicorn bait is a virgin
  • Areas open to hunting are Earth, the moon (unexplored areas only) and the Milky Way (SE Rim is closed odd years)
  • Some recommended tools include: a bottle of hoof and horn polish, a pair of hoof trimmers and a small flask of cognac
  • Questing hours are also limited: unicorns may be taken during daylight and dark, except for those hours when the Tooth Fairy is about. She was once frightened by a grumpy unicorn, and in deference to her attitude, they make the exception

Snowman burning

On March 19, LSSU will celebrate the 40th annual Snowman Burning Day as they mark the end of winter and beginning of spring.  Starting in 1971, this was one of the Unicorn Hunters’ first established PR tactics.

“Some people hold that smoke rising from the fire is supposed to ward off blizzards and usher in spring-like weather. The Unicorn Hunters capitalized on this theory during the second or third year of the event. At that time, after the snowman was burned, a blizzard passed through the eastern Upper Peninsula and northern Lower Peninsula but missed Sault Ste. Marie.” — LSSU Web site

The snowman burning is traditionally accompanied by poetry readings.  Along with other Unicorn Hunters events, local and national news pick up this story on a yearly basis.

Banished Words List

Perhaps Bill’s most well known PR effort, the Banished Words List, has existed since 1976.  Each year, the list is released on New Year’s Day.  Every year since, LSSU’s phones start to ring on the first of the year.  Dozens of news articles are posted year to year, radio and TV interviews are conducted and the University is represented across the world.  All from creating a fictitious list of banished words.

The words are typically inspired from trends and events taking place that year.  For example some of the words on the 2010 list include:  czar, tweet, sexting, bromance, and chillaxin’ (I am guilty of using this one frequently).

One word you should be sure not to use is “basically”.  This word has made it on the Banished Word List in three different years: 1984, 1986 and 1993. Banished words can be submitted by anyone through the LSSU Web site.

Crazy ideas are welcomed

Bill created a number of traditions that are going still strong today. These traditions, resulting in 40 years of news coverage, started from a few crazy ideas.  Often times the wackiest ideas are overlooked and LSSU was wise to allow Bill Rabe and the Unicorn Hunters to run with theirs.

I challenge you to think about how you can create a brand new PR effort from scratch and build it into a tradition.  Do something that nobody else is doing.

Derek Sivers: weird, or just different?

Posted February 17, 2010, by Emily

How many times have you gotten bogged down to thinking that there is only one way to do something? How many times do you use the same object over and over again not even realizing it could be used for something else?  How many times have you overlooked another person’s point of view without even giving it much thought?  How many times have you become so deeply enveloped in a theory or a way of doing something that you just simply can’t see the other side?

Throughout the years the world has become very black and white and people have become accustomed to just accepting what is around them.  Assumptions are made all too often, and we live in a world based on habit.

Here, in his TED talk, Derek Sivers points out cultural differences from around the world.

This two-minute talk opened my eyes to many different things. Don’t just limit yourself to thinking about cultural differences.  It can be related to anything: how important it is to keep an open mind, to look at the world from different angles.

It makes me think back to when I was a kid.  I loved Where’s Waldo, I Spy, and those search and find puzzles. Anything that had me looking for something small and unique in a huge picture full of different things would have me quiet for hours. (Well, maybe not hours, but long enough to keep me out of the way.) Whenever I was doing one of these kinds of puzzles and I couldn’t find what I was looking for I would always, always, flip the book upside down.  Sure enough, after a few minutes or so, Waldo would be looking me square in the eyes.

Who would have thought something so simple like turning a picture upside down would be so successful?  I wasn’t worried about looking funny, or doing it wrong, I just wanted to find Waldo.  And I did.

Looking at things from a different angle can lead to a whole new world of opportunities.  In fact, the other day I learned that Charles Darwin, the man who came up with the theory of Evolution, was actually a geologist.  That’s right, a guy who studied rocks for a living, was able to come up with what today is known as Darwinism.  We can’t be afraid to be wrong.  If we are we, won’t ever come up with anything original.

The Resident Ink Slinger’s Top Nine Linguistic Gripes of 2009

Posted December 30, 2009, by Emily Wenstrom

It’s a dirty world out there — it’s riddled with improper grammar, misspeaks and flat-out language abuse. And then, there’s those of us who have taken it upon ourselves (to the extreme annoyance of the rest of the world) to clean it up. We whip out our dictionaries and AP Style Guides from atop our imagined high horses to sort out the mess.

I’m under no disillusions … I’m among the grammar geeks. And this is one logophile that’s seen a lot of language abuse this year. Here’s my personal list of 2009 gripes.

Literally

“That meeting literally took forever.”

Literally. As in, the opposite of figuratively. If that meeting really, actually took forever, you could not be talking to someone about it in the past tense. You would still be desperately watching the clock slowly tick away in the conference room; and would remain there until the apocalypse.

The word “literally” is not to be used to add emphasis to what you are saying. (There are many other colorful and awesome words that can be used for this purpose. If you’re interested in them, I recommend a thesaurus.) “Literally” is only appropriate for situations that actually happened. It was not literally raining cats and dogs last night. However, I was literally soaked from head to toe after taking the trash out in the storm.

Ironic

“It’s like rain on your wedding day … Isn’t it ironic?”

It’s okay, Alanis Morissette was fuzzy on this one, too. At least you didn’t immortalize it one of your best-known pop songs.

My favorite word guys, the good fellows at Merriam Webster, defines irony as “incongruity between the actual result of a sequence of events and the normal or expected result; an event or result marked by such incongruity.”

Irony requires something beyond just a bad situation. It’s not ironic that I lost my keys and have to sit in the freezing cold until my husband comes home from work. What makes it ironic is that what caused me to forget them is that I put them right in front of me on my desk where I could easily see them because I was worried about forgetting them all day.

I could care less

“I could care less if you smash the car’s windshield in with that sledgehammer … it’s my sister’s.”

If you truly could care less, that’s really quite good. That means you’ll probably take action to defend your sister’s car. How selfless of you.

But generally, people who say this mean that they do not care; they could not care less. So, here it is, straight and simple: say what you mean, not the opposite.

Could of

“I probably could of made it to the store before it closed if I’d gone straight from work, but I was too tired.”

A word to the wise: habitual sloppy pronunciation in everyday talk does not equal correct grammar.

The wince-worthy phrase “could of” (or “should of,” or “would of,”) comes from the lazy pronunciation of “could’ve,” the contraction of “could have,” combined with the thoughtless writing of phrases exactly how they sound instead of how they make sense. The preposition “of” has no business being next “could” in any grammatically correct sentence. Go ahead. Try.

Quotation marks

“For sale ‘one day only!’”

Quotation marks are for designating something someone said. They are also appropriately used to designate a word or phrase being referred to when not used for its meaning (e.g. I hate the word “blunder,”). And they can designate the title of a song, story or episode in a series.

I often see them used to emphasize a word instead. So to the quote-happy of the world: Bold. Italicize. Underline. Box. Highlight. Write in a different color. Use asterisks if you must. Stop using quotation marks.

For more fun with quotation mark blunders, check out the “blog” of “unnecessary” quotation marks.

Exclamation points

“I can’t believe you’re moving!!! We’ll miss you so much!!!!!”

Your words should hold the meat of the expression you are trying to convey. Exclamation points, like all punctuation, should merely support it — punctuation is the balsa wood of language. Relying on exclamation points is like painting a picture with brighter colors instead of filling in the details.

I realize that (aside from using multiple exclamation points for a single sentence) this is a personal preference. I am a punctuation minimalist. But if you find that your sentences frequently require exclamation points in order to convey your message, take a hard look at the language you are using. Is it tired and common? Words are beautiful and full of life. Use them.

Nice

“I had such a nice time tonight.”

“Nice” is one of those words that gets used so much that it has diffused like a flat tire until it has become meaningless. A warm fire after being out in the cold is nice. A thoughtful letter from a special friend is nice. A major accomplishment at work is nice. But these experiences are completely different from each other.

The same can be said of “interesting,” a word I must admit to overusing myself. Let’s all find some new adjectives for 2010, okay?

Irregardless

“Irregardless of her mother’s warnings, Jenny was determined to prove that she could fly.”

News flash: “irregardless” is not a word. The word you are looking for is “regardless.” That’s right, you’ve been wasting away seconds, minutes, maybe even an hour or more of your life on extra unnecessary syllables. Just imagine all the extra time you’ll have now.

Less/fewer

“If I steal five of Justin’s pens, he will have five less than he did before.”

This is a serious grammatical black hole in this country.

These two words are misused not only in casual conversation but in articles, blogs, advertising and other serious professional work.

For once and for all, let’s set the record straight. If the item you are referring to can be counted as individual items (dollars, snowflakes, minions), the word you want is “fewer.” If it is an uncountable amount (money, snow, magnificence), use “less.”

I’m not the only one with a long list of gripes; if there’s one thing grammar sticklers love to do, it’s rant. So, if you’ve got a hankering for the English language, too, here’s where you can go for even more cathartic venting:

Hopefully, this list has done more than satisfy my need to rant; it would be kind of ironic if, in my effort to educate, I instead promoted ignorance by putting people off to grammar altogether.  But then again, I feel much better; so really, I literally couldn’t care less.

I suppose I could’ve just thrown out a “happy holidays!” and been done with it, saving myself time and giving you less grief about something small and, to most the world, petty. But regardless of what most people think, the rules of language is what keeps our language together so that we can reach out to each other and connect — and that is was the holiday spirit is all about, isn’t it?

Get Your RSVP On

Posted November 16, 2009, by Tiana Hawver

I love doing events. The best part is seeing everything come together and watching the guests’ reactions as they arrive. But there is a part I don’t love: the lack of responses from invited guests on whether or not they plan to attend.

“Répondez s’il vous plaît.” From the French, it means, “please respond.” You see it at the bottom of an invitation — RSVP. These days, it’s the red-headed stepchild on that invite.

Judith Martin, also known as Miss Manners, is quite direct in her response to those who don’t take the time to give the host or hostess the courtesy of a reply — don’t invite them to your next event. That seems a bit harsh to me, but if you know someone is a chronic non-responder, it may save you some time.

I find that most people think that they only need to respond to an invitation if they are going to attend the function. When you see RSVP, it actually means that you are to respond regardless of your intentions of attending the occasion.

So why don’t more people make it a habit to reply? Good question. The first thing to examine is your own habit of giving a reply to RSVPs. If you host events and wonder why invitees don’t respond, take a look at how well you respond to their invitations.

Maybe you are spot-on and always let the host know your plans. Your invited guests must not have your same level of etiquette superiority and could use some schooling.

If your record is a little (or a lot) shaky and needs some improving, never fear! Now is a great time to start a new habit. You may be getting several invites to various holiday festivities. The next time you get an invitation, be sure to respond. Your host may not thank you, but they won’t off you from the invite list, either.

Thanks Worth Spreading

Posted October 22, 2009, by Julie Becker

tedxdetroitweblogo

After the TEDxDetroit conference wrapped up, I cozied into my Focus for the hour-plus drive from Southfield to Lansing. I was actually a little relieved to have driven solo. My journey back to the heart of Michigan served as the perfect window of time to begin the information digestion process.

TEDxDetroit, an independently organized TED event, brought some of the brightest minds and innovative thinkers in Michigan to the metro-Detroit area for one days time. The national and international TED conferences take place once a year and include talks from industry leaders in the fields of technology, entertainment and design (ha! T-E-D). A few of us from Lansing were among the 200 privileged attendees at TEDxDetroit, (thanks Charlie and co.).

Without being able to safely review my notes while driving, the open road enabled me to really think about what latched on to my brain. I found myself deeply searching for a common theme – a thread that carried start to finish.

The trouble was, besides the obvious TED answer of “spreading ideas” and “positive thinking,” I couldn’t come up with anything.

The one thing that I couldn’t stop thinking about was actually a topic the emcee touched on in her last introduction of the day, the topic being community. As I began thinking more deeply about this standout theme, I realized this idea served two important purposes in my experience of the day.

First, my realization is the essence of TED.

TED isn’t about acting on something that’s already been presented or thought or said. But rather, TED is about taking a lot of ideas and applying the inspiration from them to your daily actions — translating the ideas worth spreading into a language that speaks to your passion. One of my greatest passions is our community: its people, its atmosphere, its history, its future. It’s no wonder I couldn’t fixate for any length of time on one presentation and its relationship to another; TED had already inspired me to paint my own (bigger) picture.

Second, the theme of “community” opened my eyes; not only to a place I was literally driving toward, but also a place that drives me to change the world around me.

I’m not going to lie — Detroit is a fantastic city, but after TED, I couldn’t wait to get back to Lansing. As I drove down 496 into the city, I thought about the few dozen Lansingites at TEDxDetroit, and this little, big city we’ve transformed into our community. I thought about the community that motivates us to become innovators, leaders, designers, mountain movers, enterprisers, entrepreneurs … our community is such an inspiration. And we don’t thank it enough.

So, thank you TEDxDetroit. Thank you to the committee for forming. Thank you presenters for being brave and honest in your talks. Thank you to the attendees for spreading your ideas. Thank you Lansing for enabling us to build the richest community I’ve ever been a part of. But most all, thank you Michigan for being a place where dreamers can dream, and doers can do.

The world is watching. Let’s rock it.

If you are new to TED talks I suggest taking the time to watch a few videos. They will leave you inspired. Included is a favorite by Elizabeth Gilbert on nurturing creativity, which was also played at TEDxDetroit.  To view more than 500 TED talks visit www.ted.com.