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We lead with thoughts and insights that decode marketing problems and build brands in innovative and imaginitive ways. Read along and join in the conversation.
Client Collaboration: Our Secret Weapon
26
OCTOBER
2011
As I surf marketing industry blogs I see much discussion about the new economy and new agency business models. I’m shocked that I haven’t heard the topic of client collaboration discussed at all. It has been a critical part of the STIR business model and our success in this economy.
What is client collaboration?
It entails the fusion of agency and client resources to produce efficiencies. It often takes the form of coordinating the creative, digital, PR and promotional staffs of both entities on the same campaigns. Readers of this who are not agency veterans may not realize what an innovative step this is, because it sounds like simple common sense. Our industry has long harbored the unfortunate stance that client side talent was somehow inferior – they’re “dumb,” unenlightened and an obstacle to good work. As a result, communication between teams generally feels awkward and strained, which leads to critical evaluations of agency work.
You Need to Be More Mediagenic
16
MAY
2011
If you are going to call yourself a marketer today, you’ll need a strong grasp of what Public Relations can do. If you think PR is becoming a thing of the past, you couldn’t be more wrong. In the big picture PR is an absolute essential messaging channel for brand development and product marketing. Virtually every campaign in any medium requires a PR component to achieve success. Social marketing is not pushing PR out. It’s not said much, but the real secret to a strong social media campaign is a PR jolt to tap into a more significant audience. Social media needs PR and visa versa.
How Big Do You Want Facebook to Get?
29
MARCH
2011
Everyone has seen the movie Social Network, so you know the company’s origins. Facebook now has a bigger share of online traffic than Google, making them #1 on the web. They collect $2 billion in revenue through advertising. Facebook is flush with confidence and has even more ambitious plans.
Recently, Facebook announced that it is going to be testing a Groupon inspired service that will provide discount offers. It’s no accident that this comes on the heels of the dizzying earnings and value of Groupon, which recently turned down a $6 billion acquisition offer from Google. Facebook sees this as a growth opportunity and doesn’t want to be left behind in the race for your eyeballs and your pocketbook.
Why We All Need To Get Into The Promotions Business
25
FEBRUARY
2011
I’d like to lay out a case for why you need to get on-board with promotions. The great evolution of digital media integration that we have witnessed recently creates many opportunities for companies and marketers. Those enhanced opportunities are not just about outbound advertising impressions; they’re about interaction and engagement with customers. And engagement is about promotion. A strong promotion needs to become central in your thinking about marketing and a part of every marketing plan.
2011 STIR Ad Bowl Top 10 Ads
07
FEBRUARY
2011
Coke and Packers Reign Supreme
Whew! What a night! When we agreed as a team to rate the Super Bowl ads and tweet the results in real-time the Packers were a long, long way from making it to the Super Bowl. To have the emotions of a close game while staying focused on the ads was taxing, but fun. You must understand, I grew up literally in the shadow of Lambeau Field and have been a Green Bay Packer fanatic all my life.
What unfolded with regard to the TV spots was interesting to us. We expected this to really be the year of socially integrated creative, and in fact there were some good examples of this, but in our view the ball wasn’t advanced down field from last year.
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STIR Advertising & Integrated Messaging
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330 E Kilbourn Ave Suite 222, Milwaukee, WI 53202
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