Today’s rapidly shifting marketing and media landscape means that client and agency professionals must be more integrated than ever before. We can no longer think of ourselves as marketing managers, account managers, media planners, art directors, copywriters or research managers.  We are all buyers, sellers and enablers of media and must work together to achieve a successful campaign. 

Here is what I have recently witnessed within the industry. The lines between public relations and social media are blurring. Account managers need to be well-versed in analyzing technical data, interpreting those results and translating those results into strategic recommendations. Media professionals need to understand the brand strategy and all of the media options available today including social, online and mobile campaigns as well as established channels like broadcast and print. Likewise, creative and production teams are learning new technology and software programs in order to keep pace as well as how to translate TV or print concepts to online and mobile. And everyone needs to have in-depth expertise within a client’s business.

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In the era of Facebook and Twitter, has “engagement” with consumers been redefined as simply social media contact? Communicating effectively in a one-on-one manner with existing customers and the new generation of customers has become even more important in light of the bombardment of digital and traditional advertising messages. 

Experiential marketing, especially one-on-one interaction with customers, can create a branded and memorable experience to help strengthen your marketing campaign. This experiential marketing has the ability to appeal to all five senses, giving customers the opportunity to engage personally with your products and your brand. According to a recent online survey of 2,574 consumers ages 13-65, in the top 25 U.S. markets, the results confirm that this increasingly important marketing medium resonates strongly across demographics and product categories. In fact, 72% of 18- to 23-year-old consumers say experiential marketing would make them more receptive to the brand/product advertising; 59% say it would lead to a quicker purchase.

This study also indicated that live marketing experiences were shown to be a valuable way to increase marketing ROI:  75% of consumers say that participating in a live marketing experience would make them more receptive to the product/brand’s advertising; 75% of consumers said they would be extremely likely to tell others after participating in a live marketing event, extending impact through word-of-mouth.

Domus has had great success with live marketing experiences for the Pennsylvania Lottery to help launch its new instant ticket games. Each event utilized a creative overlay that reinforced the traditional advertising program of television, radio, print and outdoor. The theme was brought to life through a state-wide bus tour including live activities with audience participation, street teams, signage and ticket giveaways. Each tour garnered pre- and post-event press coverage as well as a multitude of attendees. The results? Another record-breaking year of ticket sales for the Pennsylvania Lottery!

Joanne Michael is an Executive Vice President at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805

We work in a fast-paced environment that thrives on creativity and inspiration.  At times, it may seem easier and more efficient to bypass established systems in order to get a project completed for a client.  However, the core competency of advertising agencies and other creative outlets is not simply the production of creative work.  It’s the efficient management of that project which requires the ability to carefully control, document and communicate workflow to deliver the best results.  If this cannot be done, even the most creatively successful agency might find itself in a state of chaos. By establishing and adhering to well-established workflow and communication processes, agencies will actually save time in the long run, deliver a better product and satisfy their clients. 

Since each client is unique, Domus develops the most appropriate reporting and communications systems to meet their needs.  This can include any or all of the following:  creative briefs, decision reports, weekly hot lists, weekly status reports, monthly client meetings, quarterly and annual results analysis as well as other customized reports requested by the client.  Many of the above reports we are now converting to a digital dashboard that allows our clients easy access to this information at the touch of a button.

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Nothing sells a product or a service better than a satisfied customer. A president or CEO can say their company is the best in the industry, but without third-party credibility, it’s just lip service. That is why services such as Yelp.com, which strictly focuses on user reviews, can make or break a company. These reviews act like mini case studies and can be amplified when they are linked to social media sites such as Facebook and Twitter.

Companies can take the customer review process one step further by including testimonial videos on sites such as YouTube. Domus incorporated this tactic with OKI Data Americas’ customers during the ISTE 2011 Conference in Philadelphia. OKI customers were given a platform to present their story and increase their Internet celebrity through the process. This strategy gives consumers a voice and also puts a face to the name, which lends additional credibility to the testimonial. The reach of these videos can be increased when distributed through social media networks as well. An example of the OKI customer testimonial video can be accessed through the following link: http://www.youtube.com/watch?v=yxHIxhVSFuI.

Not only do these videos provide beneficial information to prospective customers, but they also increase the company’s interaction with current clients, helping to build that existing relationship.

Greg Smore is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805.

A wise person once said, “We were given two ears but only one mouth, because listening is twice as hard as talking.” This is especially true in our industry, as agencies must be good listeners to understand direction provided by their clients in order to deliver the best outcome. Most of us think we are good listeners, but in reality, we’re not.

Listening requires careful attention. Sometimes people don’t pay careful attention when someone is speaking to them, thinking instead about how to press their point when the other person stops speaking. Also consider that people talk at about 125 words per minute. However, we think at a speed that is four or five times as fast, at 500 words per minute or more. This means that our thoughts move much faster than the words we are listening to and makes it not surprising that we often let our attention wander.
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In today’s tough business climate, companies are seeking ways to cut their marketing budgets as they look to bolster profit amid continuing concern over the state of the economy. It is a well-established fact, that in hard times, companies cut all marketing costs that are not tied to direct sales.  Whether your company intends to decrease spending or not, before you slash and burn across the board, you may want to consider preserving or even investing more money into public relations. Public relations is a proven, measurable, cost-effective method for generating visibility, credibility and thought leadership. A survey of chief marketing officers at major national and global advertisers conducted by the Association of National Advertisers found that the value public relations delivers as part of the overall marketing mix is increasing.  In addition, results from a recent survey by Vocus, a leading public relations software management company, found that 42 percent of those surveyed said their PR budgets would increase in 2011 versus only 29 percent who responded to the same question last year.

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As economists predict slow growth for the U.S. economy over the next few years, companies are turning to emerging markets such as Africa, Brazil, China, India and Russia to grow their business.

This week, Coca-Cola announced that it will be making a $4 billion investment in China over the next three years. Coca-Cola’s sales in China grew 24% in the most recent quarter; in addition, China is Coke’s third largest market. Coke CEO Muhtar Kent stated, “We don’t see China only as a great growth market. We see China as a future market for further innovation that will benefit our business globally.”

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The jQuery Mobile Framework allows developers to build mobile websites in the same way that they would build websites for desktop browsers. jQuery Mobile is a touch-optimized web framework for smartphones and tablets. It acts as a unified user interface system across all popular mobile device platforms, built on the rock-solid jQuery and jQuery UI foundation. Its lightweight code is built with progressive enhancement and has a flexible, easily themeable design. To ensure cross-browser/-device compatibility, jQuery Mobile is built on clean, semantic HTML.

This blog post just touches the tip of the iceberg by listing some key features, supported platforms and the basic mobile page structure and by sharing some useful links. The use and role of the jQuery Mobile framework in developing mobile websites is huge. Read further to learn more about this awesome framework. (continue reading…)

Your company has accepted the fact that you need to be involved in social media in order to maintain your presence in the digital marketplace. Excellent decision! But after constructing your Facebook page and creating your Twitter account you discover one glaring point; you don’t have any followers.

Just because you have created a social media presence doesn’t mean that clients and potential customers are going to automatically “follow” or “like” your brand.  Now, if your customers are offered an incentive to subscribe to your company’s social media newsfeed, two things can happen:

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As the saying goes, you’re only as good as your last project.  But what is the cumulative effect of all of your projects?   Do you know how your agency is performing not only on individual projects but other key factors such as responsiveness, business understanding, communication, added value?

According to a recent ANA (Association of National Advertisers) survey, while marketers deal in data, qualitative performance still tends to carry more weight in evaluations than quantitative ones such as media cost savings, sales or market shares.  Leading qualitative performance criteria identified by survey respondents as something they measure with their agencies include: (continue reading…)