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V O L U M E T H R E E /// O C T O B E R 2 0 1 3 ///
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»MAGAZINE
POCKET MARKETING
BRAND AMBASSADORS
GRAMMAR MATTERS
A COMPANY’S DNA
APPS THAT WORK
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table of contents
incite into a new age
Forget Mad Men. NOW is the most exciting time
in advertising history. Why? Simply put, new
technologies and new thinking are changing the
world of marketing with each sunrise.
In this issue of Incite, we look at the way
social media and mobile marketing are shaping
campaigns to be more targeted and results
driven. We also take a look at new thinking when it
comes to brainstorming and the power of brand
ambassadors. We ask, “What is your company’s
personality?” The answer could change your
brand and company culture forever.
So grab a cup of coffee—or a scotch, if it helps
you channel your inner Don Draper—and enjoy this
look into today’s innovative world of marketing. It’s
a realm we love with a passion at Dixon Schwabl!
POCKE
MARKET
brand ambassadors
06
How to
reach
today’s
mobile
majority
by Tom Martin
PRESIDENT
social media for successVICE08
|||
02
i n c i t e m a g a z i n e |||
Mike Schwabl
President
02
media services
Cheers,
Lauren Dixon
Chief Executive Officer
pocket marketing
media services
Proud to be ranked one of the
Best Small Companies to Work for in America
Ranked by the nationally renowned Great Place to Work® Institute
and presented by FORTUNE®
PS: Take Incite Magazine Volume Three with you! The iBook version
is available at dixonschwabl.com/incite. It includes exclusive
electronic articles, interactive links and more. You can also download
PDF versions of this and past issues of Incite Magazine.
also in this issue
grammar matters
a company’s DNA
apps that work
brand promise
brainstorming 2.0
3D animation
charity ROI
12
14
16
17
18
19
20
POCKET
MARKETING
How to
reach
today’s
mobile
majority
by Tom Martin
VICE PRESIDENT
|||
media services
i n c i t e m a g a z i n e |||
02
media services
It seems everyone has at least one, and most of us could not
imagine life without it. “It,” of course, is a cell phone. From its
humble beginnings in the 1940s to the first handheld device
developed by Motorola in the early ’70s, the cell phone has become
as mainstream as TV or the personal computer. In fact, 9 out of 10
adults in the U.S. own a cellular device.
With newer devices, such as smartphones and tablets, becoming
the norm, mobile technology has opened up opportunities for
marketing. While out-of-home marketing has been available for
decades, never before has there been an opportunity to reach
individuals with advertising messages that are both portable and
personalized—something we term “pocket marketing.”
It should be noted that while 91% of U.S. adults have a cellular
device, roughly 2/3 of these individuals own a smartphone—a
device that allows the user to access the Internet. Furthermore,
roughly 1/3 of all U.S. adults own a tablet that also provides
portable Internet access. This is where pocket marketing really
comes into play.
newspapers and are light media consumers in general. Mobile
technology provides a means to reach this fairly elusive group
of individuals.
• Timing: The propinquity effect states that the closer in time one is
exposed to an advertising message, the more likely that individual
is to purchase that product/service. In other words, mobile
marketing provides a means to reach the target individual when
they are in “purchase mode” or shopping.
Mobile is becoming more
and more essential to a
well-rounded media plan.
As smartphones and tablets become more powerful, with
ever-improving HD graphics and quality sound, Internet access
on these mobile devices becomes more prevalent. All this access
comes at the expense of the desktop and laptop computer. As
users begin to access the Internet primarily via their smartphones
and/or tablets, the need to market to these individuals on these
specific devices becomes more apparent.
But who is really more likely to use a mobile device to access the
Internet? The answers may surprise you.
Pew Research Center found in its 2012 survey that there are 3 core
groups who primarily use their mobile devices for Internet access:
•African-American and Hispanic American adults: 51% of
African-Americans and 42% of Hispanic Americans say their
mobile device is their primary way to go online. This is roughly
double the percentage of white Americans who rely on mobile
devices for Internet access.
•Low-income adults: This may be somewhat surprising, but
Pew reports that individuals with household incomes less than
$30,000 and whose head of the household has less than a college
education also are among those who primarily use their mobile
devices for Internet access.
Understanding the core target groups is really the first step of
pocket marketing, but where does mobile marketing fit into a
successful advertising program?
Percentage who use mobile
devices for Internet access
TEENS
AGES 12-17
YOUNG ADULTS
AGES 18-29
50%
45%
AFRICAN-AMERICAN HISPANIC AMERICAN
ADULTS
ADULTS
51%
42%
|||
At Dixon Schwabl, we believe mobile is becoming more and more
essential to a well-rounded media plan. Based on the product or
service, the reasons for mobile advertising are fairly simple:
03
•Access: As noted above, mobile advertising reaches an individual
who may not be reachable by other media. It’s no secret that
teens and young adults are light television viewers, do not read
pocket marketing
» continued
v o l u m e t h r e e |||||||
•Teens and young adults: This shouldn’t be news to anyone. Just
walk around one of your local malls on a weekend and you’ll
find this in full force. 50% of teen smartphone owners (ages 12-17)
say they use their cell phones primarily for Internet access.
Similarly, Pew found that 45% of young adults between the ages
of 18 and 29 say they use their cell phones primarily for Internet
access. While these individuals may have a home desktop or
laptop with broadband service, the trend shows increasingly less
use of these devices.
Several Dixon Schwabl clients use mobile technology as a key
resource in successfully reaching their target audiences.
Onondaga Community College has used mobile advertising to
reach its core audience groups in the Syracuse area. The college’s
primary target audiences are teens looking for an alternative to a
4-year college program and unemployed/underemployed lowerincome adults looking to better their careers.
On average, the measured accidental clicks for any mobile
campaign are generally in the 30%-40% range. In other words, 3-4
clicks out of 10 are not truly interested parties. However, this does
not diminish the attractiveness of mobile for today’s advertisers.
Looking back at our example for Onondaga Community College,
even if we were to factor out 40% of the measured clicks, the costper-click would still be a miniscule 70 cents. Even at this reduced
level, the cost-per-click is tremendously cost effective.
While our digital campaign netted more than 26,000 clicks to
the OCC website (sunyocc.edu) in a 9-month period, almost half
of the clicks originated via the mobile campaign. While digital
yielded a $2 cost-per-click, the mobile portion had a cost-per-click
of only 42 cents. The OCC campaign was an integrated media
effort of both traditional elements (TV, radio, out-of-home) and
digital (display banners, video, search), with the mobile element
providing the highest cost efficiencies and return on investment in
terms of response.
With new smartphone and tablet models released seemingly
every month, the technology available to advertisers will become
even more plentiful and productive. As daily activities such as
video viewing, music listening and publication reading continue
to increase on mobile devices, there will be an explosion of
opportunities for advertisers in the mobile venue. Yes, digital
marketing is transferring from the desktop and laptop to the
pocket. How deep into the world of pocket marketing will your next
campaign go? ///
While key audience targeting was the primary objective for OCC,
timing was an objective for another Dixon Schwabl client—
Karma Wellness Water.
About the author: As vice president of media services, Tom oversees the media
department, providing strategic thinking and buying consultation, and is directly
responsible for media research, analysis, planning and buying for primary accounts
locally and nationwide. An early-early adopter, Tom can always be found ahead of
the curve.
Mobile advertising
reaches an individual
who may not be reachable
by other media.
Karma Wellness Water is a mix-to-drink vitamin-infused bottled
water product available at many local retailers and through
drinkkarma.com. The primary target audience is women ages
22-45 with active interests in health, nutrition, fashion and beauty.
Our media approach has been to go exclusively digital, targeting
these women through blogs, video ads on related sites, and
mobile ads on targeted sites/apps and Pandora.
In the first 2 months of the campaign, we received more than
13,000 clicks to the drinkkarma.com website, with 98% of the
responses coming from our mobile efforts alone. While it is too
early to determine impact on sales, the key factor behind mobile’s
heightened response clearly appears to be timing.
|||
In developing the mobile portion of this campaign, specific
attention was paid to “dayparting”—providing our mobile exposures
to the audience during times when they would be thinking of
their thirst (usually after morning or early-evening workouts). By
concentrating efforts in compressed time periods, our exposures
become more impactful to the target audience.
i n c i t e m a g a z i n e |||
04
Of course, there are some user drawbacks to today’s mobile
campaigns. Not the least of which are accidental clicks, or
what’s commonly termed the “fat-finger phenomenon.” This
phenomenon involves individuals who accidentally click on an ad
on their mobile devices. Generally, we can determine an accidental
click by the time a user spends on the destination site—which, in
most accidental-click scenarios, is a mere 2-3 seconds.
media services
Random Acts of Karma is an
ongoing consumer engagement
promotion and sampling
program targeted at fitnessconscious women on the go.
At the coffee shop drive-thru I paid for the
car behind me and the next customer in
line inside. The next day at the movie
theater, the person in front of me bought
our tickets. That was great karma.
—Madeline
A woman at a gas station had her card
declined, so I paid for the juice drinks for
her kids. A few weeks later, I was buying a
bottle of water and the man in front of me
paid for it. It was unexpected but very nice!
|||
—Kirstyn
pocket marketing
» continued
v o l u m e t h r e e |||||||
05
by Stacy Lake, ACCOUNT SUPERVISOR
and Kathy Ritchie, RESEARCH MANAGER, account services
|||
What if we told you that you have the
ability to lower employee turnover, increase
productivity, increase profitability and
increase customer metrics even in a tough
economic climate? No, we’re not suggesting
you need to inherit a magic genie. The answer
is much simpler than that. It’s all about
engaging your employees and creating an
army of brand ambassadors.
i n c i t e m a g a z i n e |||
06
A brand ambassador, according to the
Wikipedia definition, is “a marketing term
for a person employed by an organization or
company to promote its products or services
within the activity known as branding.”
According to a study conducted by Dixon
Schwabl, companies are not utilizing their
most valuable resource—their employees—
to promote their brands. This is especially
shocking considering 92% of employees are
account services
proud of where they work. Why not engage
this group and empower them to take your
organization to the next level?
An Army of Benefits
These brand ambassadors add a level of
personalization that no business owner
or marketing department can achieve
alone. Your employees are your ideal brand
ambassadors. They are the ones carrying out
your company’s mission and interacting with
prospective customers every day. The benefit
of unleashing these brand ambassadors is
staggering and can be measured inside and
outside of the organization.
Internally, they have higher morale and job
satisfaction, which will positively influence
others within the organization. From
there, the benefits trickle down to your
customers! The result is improved customer
satisfaction rates and customer loyalty.
In fact, companies like Zappos are fully
embracing the idea of creating brand
COMPANIES ARE NOT UTILIZING
THEIR MOST VALUABLE RESOURCE—
THEIR EMPLOYEES
—TO PROMOTE THEIR BRANDS.
ambassadors, and it’s paying off. Sure, they
began as a simple online shoe retailer, but
CEO Tony Hsieh has built a strong company
culture and empowered employees to be
their biggest brand asset, taking the company
to new heights. The Zappos tagline says it
all: “Powered by Service.”
14%
of people said their company had a
brand ambassador program
of people promote their company on social media
The common thread in all of this is simple—
passionate employees who are encouraged
and empowered to be brand ambassadors
can transform your organization. Stop looking
for the next best thing and start engaging
your internal army today! ///
32%
E
M
P
O
W
E
R
By starting a brand ambassador program,
you will be sending the message to your
team members that you trust them to
Zappos provides support and encouragement
to its employees throughout their careers. In
an Inc. magazine article, “The Zappos Way
of Managing,” Hsieh said: “We’ll provide
them with training and mentorship, so that
within five to seven years, they can become
senior leaders within the company.”
would rather pay more for a product or service and receive great
customer service, as opposed to paying less and receiving poor service
All new employees at Zappos have 2 weeks
of classroom training and then spend 2
weeks learning how to answer customer
calls. But unlike many other companies
or organizations, education continues to
play a pivotal role. Employees who have
worked at Zappos for 2 years or less take a
class for more than 200 hours (during work
hours) in which they’re required to read 9
books. Hsieh thrives on self-improvement
and makes books readily available to his
employees and even those taking a tour
of his facility.
E N C O U R A G E
Recognize those passionate employees who
have become true brand ambassadors,
who have adopted the brand language and
taken customer engagement to heart. A bit
of acknowledgment will go a long way for
morale and will encourage others to keep
raising the bar.
ROCHESTER RESIDENTS
84%
E
D
U
C
A
T
E
Once you get buy-in, it’s imperative that
your employees know your brand. It seems
pretty simple; however, you’ll be surprised
at how your company and brand can be
described differently by different people.
When you provide brand training, you’ll
ensure that all team members completely
understand the company culture and are
able to speak to it in a consistent manner.
One example often noted by Hsieh is when
a customer’s husband died in a car accident
after she had ordered shoes for him. She
called Zappos to make the return and the
call center representative ordered flowers
and had them sent to her. The representative
did not check with a supervisor and even
billed the flowers to the company. Hsieh,
who still recalls the story with tears, said:
“At the funeral, the widow told her friends
about the experience. Not only was she a
customer for life, but so were those 30 or
40 people at the funeral.”
Dixon Schwabl Study
are proud to tell people where they work
Hsieh wanted a way to keep Zappos
employees engaged in the culture and
organization, so he worked with his entire
team to create a list of 10 core values.
Then he assigned short essays to every
employee on the topic of company culture
and had them published. Not only did he
preserve everyone’s essays in their true
form, unedited, but he celebrated their
contributions by dispensing the book to
staff and customers.
be a key part of customer engagement.
Through brand training, set basic guidelines
that all team members can adhere to and
then encourage them to take their own
actions within those set terms. Allow them
to engage with customers via social media,
let them provide a “wow” for a customer
without needing prior approval, facilitate
team member-generated ideas for ongoing,
unique engagement. Team members who
truly feel empowered will become your
ultimate brand ambassadors.
92%
Where to Start
E
N
G
A
G
E
Building brand ambassadors may seem
like a big step for your company. Be open
with your team and have conversations
about the benefits this type of outreach
will bring. It really will be a win-win-win
for employees, for the company and for
customers.
Gallup Study
EMPLOYEE ENGAGEMENT
Employee engagement affects several
performance outcomes:
37%Lower Absenteeism
25%-65% Lower Turnover
28%Less Shrinkage
48%Fewer Safety Incidents
41%Fewer Quality Incidents (Defects)
21%Higher Productivity
37%Higher Profitability
SOURCE: www.gallup.com/strategicconsulting/
161459/engagement-work-effect-performance-continuestough-economic-times.aspx
2011 GLOBAL CUSTOMER
SERVICE BAROMETER
Only 5% said customer service
experiences DO NOT have an impact on
their impression of a company’s brand
78% said they have not completed
a business transaction or made an
intended purchase because of poor
customer service
When organizations successfully
engage their employees and customers,
they experience a 240% boost in
performance-related business
outcomes (when compared to an
organization without engaged employees
or customers)
SOURCE: Gallup, State of the American Workplace,
www.gallup.com/strategicconsulting/163007/
state-american-workplace.aspx
brand ambassadors
» continued
|||
Kathy designs customized, in-depth research plans that provide clients with high-level,
data-driven marketing recommendations. She began her career at GEICO, where
she honed her skills in data analytics to increase efficiencies and drive customer
service. Kathy works just as hard outside the office, having completed the Boston
and Syracuse marathons.
59% are more likely to tell people about a
poor customer service experience
07
v o l u m e t h r e e |||||||
About the authors
Stacy manages and directs strategic marketing and campaigns for a variety of
clients, including Hargray Communications, Hillside Work-Scholarship Connection
and Golisano Children’s Hospital. Previously the director of marketing for an
area winery, Stacy brings to the table a strong understanding of the travel and
tourism industry.
EST.1916
TEEING UP SOCIAL MEDIA
for BUSINESS SUCCESS
|||
by Jon Alhart, DIRECTOR, social media and Tom Martin, VICE PRESIDENT, media services
i n c i t e m a g a z i n e |||
08
social & digital media
“I know a lot of people are on social media
to post about the food they’re eating and
see what their friends are up to, but how
can social media help my business?”
That’s the question a lot of businesses are
asking, and it’s a valid one. Just because
something is new or popular doesn’t
mean it’s essential for business success.
But when you look at the numbers, it’s
clear that as trendy as it may sound,
social media can make a positive impact
on your company’s bottom line.
Social media is a proven way to listen
to what your key audiences are saying,
allowing you to connect with them in
real time, as a group or one on one.
Most organizations know this and some
do a good job making meaningful
connections. Some organizations take
it to the next level, providing their
audiences with valuable and exclusive
content such as coupons, promotion
codes and giveaways.
However, it’s the rare organization that
strategically incorporates social media
into its overall marketing initiatives,
utilizing its unique characteristics to
increase awareness and drive sales.
The key is to know when, where and
how to use it.
ABOUT THE AUTHORS
C A S E S T U D Y » 2013 PGA Championship at Oak Hill
Jon Alhart »
Jon enjoys listening and talking—whether
it was during his time as a sportscaster
in Binghamton and Syracuse, or now,
as director of social and digital media at
Dixon Schwabl. He also listens and talks
on Saturday mornings as host of 1180
WHAM’s Eyes on the Future radio show.
Are people talking about you? Jon knows
the answer!
Tom Martin »
A former media professor at Kent State
University, Tom is Dixon Schwabl’s
premier expert on media services. His
more than 25 years of experience span
a wide range of industries, including
higher education, healthcare, economic
development, telecommunications
and retail.
The rise in the popularity of sports, as well
as an ever-increasing list of entertainment
options, means the competition for fans’
attention and loyalty has never been
more fierce.
integration with the paid media to drive
people to one action—buying tickets.
To raise awareness and drive ticket sales for
one of the world’s largest sporting events,
the PGA Championship integrated social
media with its paid digital media campaign.
»Behind-the-scenes tours and interviews
The results were impressive.
The audience for the PGA Championship’s
social media channels grew by 75% on
Facebook, 116% on Twitter and 606% on
Instagram in the 11 months before the
tournament began, thanks to compelling
content that engaged fans.
The following examples helped build
awareness of and engagement with the
PGA Championship, paving the way for
»Quick answers to fans’ questions about
the PGA
»Showcase fans who talked about buying
tickets on the PGA Championship’s pages
»History and stats about Oak Hill
»Social media-exclusive contests such as
“Lunch with the Wanamaker Trophy”
»Enabling volunteers to pick their uniforms
through Facebook
»I Love NY and PGA Championship cobranded content
»Fan-choice location for the 15th hole
determined through social media
social media for success
» continued
In this case, the promoted posts directed
fans to buy tickets through the same link
that was shared in the PGA Championship
Google ad. When fans on Twitter inquired
about tickets, (@PGAChampionship)
responded with the same link. A unique
URL enabled the PGA to track the success
of the campaign.
PAID SEARCH CAMPAIGN
Fall 2012/Spring 2013
6,946 total clicks
3% click-through rate
$1.80 cost-per-click
To draw more traffic to the PGA
Championship Facebook page, the
PGA’s media department developed a
Facebook ad strategy. The Dixon Schwabl
social media team supplemented that
ad campaign and Google search engine
marketing (SEM) initiative with a plan to run
Facebook promoted posts, bringing PGA
Championship Facebook posts to a larger
audience—the people who initially liked the
page and their Facebook friends.
The paid SEM campaign was limited to a
geo-targeted audience within a 300-mile
radius of Rochester, N.Y., and ran in the fall
of 2012 to leverage the holiday gift-buying
season. It netted 6,946 total clicks, with
PGA Championship keywords/phrases
netting 7 out of 10 clicks. The click-through
rate achieved was nearly 3.0%, while the
cost-per-click was roughly $1.80.
The highest response rates for the
campaign came in the weeks leading up
to Christmas—not surprising since we ran a
series of Facebook promoted posts during
these weeks to heighten the exposure and
drive response. This increased the response
rate and led to an increase in ticket sales
during this period.
3 key elements were used to
enhance the campaign:
1.
A separate campaign was
developed specifically for tablet and mobile searches. We saw roughly 300 clicks from tablet
sources alone, with a cost-perclick of roughly $2.00—only slightly higher than desktop/
laptop searches.
2. Negative keywords (an under-
utilized Google tool) were added to eliminate clicks from those searching for golf gifts like clubs and accessories.
3. Opting out of Google’s “search partners” feature on the Search Network. Generally, click-through rates on the “search partners
network” are significantly lower and less targeted.
|||
Paid search with Google was used again
in the spring, pointing out that tickets to
the PGA Championship were the perfect
Father’s Day gift. This 2-month campaign
drew 4,751 clicks at a cost-per-click of $1.78
(4 cents less than the fall campaign), with
i n c i t e m a g a z i n e |||
10
social & digital media
searches on tablets jumping to twice the
click-through rate as the fall campaign.
The integration of social media with paid
media helped the PGA Championship
social media channels generate 5,680,076
impressions in the 11 months leading up to
the tournament. This shared and paid
media campaign generated $96,970 in ticket
sales for the PGA Championship—a more
than 3-to-1 direct return on investment.
FRIENDS WITH BENEFITS
Anytime tickets sold out for a particular day of the tournament, the news was shared on the
PGA Championship’s social media channels, along with a reminder that tickets were limited
and the time to buy was running out. Sunday grounds tickets sold out early; however, a
few weeks before the tournament, the PGA Championship provided Facebook fans with
an exclusive opportunity to purchase newly released Sunday tickets—proving the value of
being a Facebook fan.
Social media had a strong impact on the effectiveness of paid media. From October to
December, the average daily ticket sale revenue for the Google SEM campaign was $641.
However, during the 12 days in which Facebook promoted posts ran in tandem with the
Google ads, average daily ticket sales increased by more than 85% to $1,191. In the second
phase of the campaign (from April to June), Facebook posts on the PGA Championship
page generated 646 click-throughs to the PGA Championship Google ads sale ticket-buying
page. Plus, the exclusive Sunday ticket opportunity for Facebook fans generated 362 clicks
to the Google ads sale page and $3,145 in ticket sales.
Average daily ticket
sale revenue increased
by more than 85%.
The PGA Championship capitalized on the high amount of conversation during the
tournament week to drive 161 visitors to the 2014 PGA Championship ticket registration page.
Record crowds packed Oak Hill every day of the event and TV ratings were the highest since
2010. PGA.com, where the PGA Championship drives its social media audience, saw its live
streaming increase by 69% during the championship, and live streaming hours were up 85%
compared to 2012.
THE SCORECARD
The PGA Championship’s integration scorecard
for September 1, 2012 – August 28, 2013:
Facebook audience up 90%
Twitter following up 216%
Instagram audience up 1,028%
A larger, active community of golf fans ready
to cheer on the 2014 PGA Championship!
Yes, a lot of people use social media to post about what they are having for dinner, but
as the 2013 PGA Championship case study shows, social media can also be used to invite
more of your fans to the table. And that’s good for business. ///
social media for success
» continued
ommas¶ampersands&em
&letterss&en#dashes&missp
oper#punctuation&words
mas¶baby#seals&fictional#
noop#Dogg#or#Snoop#L
aves#lives¶PR&agenciesfu
&Obama&salesy#posts&s
y&Romney&social#media
oogle&Ford&Coke&Pepsi&
mpersands&em#dashes&s
s&orphans¶spellingsquest
bad#grammar&grandma
&proofreading#tweets&Sn
&Beyonce&punctuation#sa
missing the
by JenMoritz, COPPY EDITOR creative
|||
,
i n c i t e m a g a z i n e |||
12
creative
Not long ago,
the word world spun into a frenzy when someone discovered
that several dictionaries had added a second definition for the
word literally. Now, instead of meaning “actually,” it also means
“Just kidding, not really.” For the better part of a week, those
who love grammar—and those who just love a good debate—
declared that this was the nail in the coffin. We have literally
killed the English language.
Or maybe not. Communication is pretty safe despite
a few dictionary glitches and evolving usage. But a few times a
year, for better or worse, grammar makes the news—and that’s
a good thing. Words and images are the heroes of the media
world, whether they’re in newspapers, across billboards or on
screens. Those commas, em dashes and even semi-colons are
the silent army that often saves the day, guiding your readers
down the path you intended and making sure your words
mean what you want them to mean. The truth is, if you don’t
notice them, they’re doing their jobs.
But every once in awhile,
we do notice them, and hopefully we
learn something. In the past year alone,
we’ve seen Mitt Romney’s “Amercia”
campaign app, Rob Lowe’s “grammer”
hashtag and President Obama’s
T”
ON:
questionable “Forward.” punctuation.
AP TI IS ALO
ADD C LIKE T H
“I
And then there’s the ever-growing list of memes: “Let’s eat
grandma” vs. “Let’s eat, grandma,” “Stop clubbing, baby seals”
vs. “Stop clubbing baby seals,” and the imaginary “Alot.”
he
And it’s not just headSof households
and big-purchase decision-makers. Turns out, consumers of
all ages also notice the grammar of musicians. Grammarly
counted up the Twitter typos of the 100 most-followed
performers. With few exceptions (notably, Justin Bieber),
the fewer errors musicians made, the higher their earnings.
Those commas, em dashes & and
even semi-colons are the silent
army that often saves the day.
Beyonce and Coldplay topped the list with only 2-3 typos for
every 100 words and combined 2012 earnings of $117 million.
At the bottom? DJ Pauly D and Snoop Dogg (Or is that Snoop
Lion?), with 35-55 mistakes and $19.5 million. To be fair, the
higher-paid musicians may just know the value of a good
social-media team with a proofreader on standby. And when
you’re bringing in tens of millions, maybe you’re OK sparing a
few commas and a few zeroes.
whether
But weather you’re a small-town business,
a multimillion-dollar corporation or the reigning Queen of
Pop, it all comes back to the clarity and accuracy of the words
you’ve chosen to share with your audience.
If you put out quality, you get quality in return. ///
We jump on the mistake, declare the end of English as we
know it and laugh at pictures of baby seals on a dance floor.
We mock, but we’re paying attention, aren’t we?
Disruptive Communications, a content
marketing and digital PR agency, recently asked 1,000
consumers what was most likely to damage their opinion of
a brand on social media. Nearly half (43%)
listed poor spelling and grammar. The
runner-up (“salesy” posts) didn’t
even come close at just under
25%. Instead, it’s the little mistakes,
unchecked facts and misspellings that
stick with consumers. And it shows
in the bottom line. When Grammarly, a
proofreading and software service, counted up
the typos in competing brands’ LinkedIn posts, they
found that brands with fewer grammar gaffes (Coke,
Google and Ford) consistently topped their rivals (Pepsi,
W/
OVE UP ENCE?
cap
initial ook facebook and GM) in market share, revenue and sales. SEM
REFER
L
A
Faceb
That’s a big deal. It means consumers are paying attention.
About the author
Jen’s job is to make sure everybody looks good. After
a decade honing her nit-picky editing skills in the
fast-paced world of journalism, Jen jumped to the
even more fast-paced world of Dixon Schwabl, where
she ensures brand standards and consistency for all
marketing and public relations collateral at the agency.
You’re right, it’s wrong. We’ve slipped a few intentional errors into this article so we can show how copy editors clean up the layout before it goes to print. Those cryptic
little red marks are part of the secret code they use to make the world a better, error-free place.
grammer matters
a
» continued
companies are
people, too!
W H AT P E R S O N A LIT Y T YP E I S YO U R TEA M ?
by Lauren Dixon, CEO, and Courtney Dixon, ACCOUNT SUPERVISOR, account service
|||
SO THE MILLIONDOLLAR QUESTION IS:
HOW DO YOU CREATE
AND SUSTAIN A GREAT
COMPANY CULTURE?
i n c i t e m a g a z i n e |||
14
FOR DIXON SCHWABL,
A TEAM-BUILDING
AND ASSESSMENT
TOOL CALLED
COMPANIES ARE
PEOPLE, TOO® HAS
BEEN THE CONDUIT
TO “MAKING THAT
HAPPEN.”
account service
Companies Are People, Too is a fun and
exciting 2-day program that provides a
Myers-Briggs Type Indicator personality
assessment of each team member and
also creates and shares the company’s
personality. It’s a liberating and refreshing
team-building approach that allows
everyone to appreciate each other’s
differences. Instead of scratching your
head and wondering why one of your
team members always responds to
challenges or opportunities a certain
way, you are able to garner a true
understanding of why.
You’ll also learn speed-reaching
communication techniques that
ultimately allow you to work through
those personality differences effectively
and become a stronger, more productive
team. It’s fascinating work, and it’s the
most valuable team-building program
our company has been a part of for the
past 15 years.
We also believe Companies Are People,
Too has directly contributed to our
standing on the Great Place to Work®
Institute’s list of the Best Small Companies
to Work for in America. We’re proud to
have been included among the nation’s
best (and some of Rochester’s finest) for 9
consecutive years, ranking #1 in 2008 and
again in 2010.
We are so passionate about what
Companies Are People, Too has done for
the development of our internal culture
that we (Courtney Dixon and Lauren
Dixon ) became certified Myers-Briggs
administrators and interpreters so we can
conduct the program for our clients.
Did you know that 8 out of 10 CEOs
perceive their organization’s culture very
differently than their team members do?
Companies Are People, Too can help
you understand what your true culture is
today and how to create the culture your
team wants in the future.
In addition to each team member’s
individual personality type, every
company as a whole has a preferred way
of focusing, gathering information, making
decisions and working together. This
program is a diagnostic assessment that
measures the interaction of 4 dimensions
of organizational personality and
generates a profile of an organization.
8 OUT OF 10 CEOS
PERCEIVE THEIR ORGANIZATION’S
CULTURE VERY DIFFERENTLY THAN
THEIR TEAM MEMBERS DO
S O W H AT D O YO U G E T
AT T H E E N D O F T H E DAY ?
Your company’s:
» Strengths and weaknesses
» Core values
» Preferred work environment
» Communications style
» Profile of ideal customers
» Behavior under conflict
» Signs of stress
» Ways to manage change
Companies Are People, Too is the quickest and
easiest way to reach team consensus, which
provides a platform for spirited dialogue,
targeted planning and consistent behavior.
any company
can truly
become a great
place to work
T H E C O M PA N I E S A R E
PEOPLE, TOO PROGRAM
ANSWER S THESE
QUESTIONS:
is our culture and how do
»What
we sustain it?
» What makes us truly unique?
can we be consistent, even
»How
with new leadership?
will help us survive changing
»What
external conditions?
How can we most effectively
» communicate?
s the secret to finding and
»What’
maintaining long-term internal
relationships?
Through exercises that take a deep dive
into an organization’s internal processes,
communications and team members,
any company can truly become a Great
Place to Work. Our community is fortunate
to have so many Rochester companies—
Wegmans, Paychex, ESL, Genencor, Sage
Rutty and our company, Dixon Schwabl—
recognized as great places to work. Our
advice? Consider the Companies Are
People, Too program for your organization
and check out the Great Place to Work
Institute in San Francisco. It’s the oldest and
most respected organization focused on
creating great places to work. They’re in 42
countries, helping organizations be their best.
Yours could be next! ///
A B O U T T H E AU T H O R S :
Lauren sees to it that Dixon Schwabl’s
creative concepts and marketing plans
consistently hit the mark. Powered by
Lauren’s contagious optimism and
energy, Dixon Schwabl has grown to be
one of Upstate New York’s top marketing
communications firms and is consistently
ranked as one of the Best Small Companies
to Work for in America by the Great Place
to Work Institute.
Courtney develops strategic marketing
plans and integrated campaigns,
manages launch and follow-through, and
implements direct marketing programs,
collateral development and individual
projects. In addition, she co-leads Dixon
Schwabl’s environmental design division.
She is an adjunct professor for Roberts
Wesleyan College’s graduate strategic
marketing program and undergraduate
marketing program, and is a certified
Myers-Briggs Type Indicator administrator.
a c o m p a n y’ s d n a
» continued
IT’S A
I S YO U R CO M PA N Y A P P TO G E T I N T H E GA M E ?
by Will Browar, INTERACTIVE DESIGNER/DEVELOPER, digital and interactive media
It’s undeniable: Mobile is rapidly taking charge of the marketing
world and soon will be its king. Chances are, you’re part of the
revolution and don’t even realize it. What has your smartphone
already replaced in your life? Laptops, cameras, watches,
Rolodexes, CDs, GPS devices and certainly landlines have all
suffered crippling defeats as the move to mobile marches on.
(Does anyone under 30 even know what a Rolodex is?)
With mobile growing exponentially, there’s a rush for brands
and marketers to create that perfect app—the one that will put
their product or service literally at customers’ fingertips. The
problem is, most don’t take the time to create the right strategy
or infrastructure before diving in. Here are a few tips to make
your app applicable to today’s consumer:
Platform
Apple or Android? While Apple (a.k.a. iOS) has rabidly loyal
fans, Android is by far the world’s leading platform. So how do
you decide? Developing for only one platform leaves the risk of
frustrating users of the other platform and alienating them from
your brand. But does developing an app for both platforms
double your costs? Not necessarily. Some design elements and
content can be shared to reduce overall costs and resources
needed to build the app. Be aware that each platform has unique
features that must be addressed, but embracing what makes
each platform different will be appreciated by your consumers.
|||
Content
i n c i t e m a g a z i n e |||
16
Avoid the urge to create an app just to have an app. If your app
doesn’t add value to your consumer’s life, it won’t do anyone any
good—especially your brand. Statistics show the average person
has 40 smartphone apps, but only really uses 8-10. That means—
in a world of a million apps—it’s very hard for your app to find its
way onto someone’s mobile device and harder still for it to remain
relevant. To be successful, your app must provide instant utility or
repeatable entertainment. Which leads us to the next topic ...
Updates
Beyond the initial cost for developing an app, many companies
fail to budget for ongoing maintenance and updates. To have
your app launched into an app store is only the beginning. It’s
unfortunately all too common for app developers to consider
the first version of any app the “beta” release. That means the
developer may release an app, wait for users to report bugs,
then adjust the app accordingly. Obviously, the right approach
is to test, retest and test again before ever releasing an app to
the public. That takes planning and money.
Those are the same ingredients needed to keep your app
updated and relevant. Even people who love your app will have
an unending desire for new and more engaging features. That’s
an appetite you want to feed. In fact, some of the best app
developers will build a full suite of features into an app, but only
release the app in its most basic version. Then, after analyzing
customer feedback, they are prepared to quickly respond to the
reviews and seamlessly update the app with new features.
In the new mobile world of marketing, remember that the app
you are creating is as much an extension of your brand as any
marketing tool you have—from your website and mass marketing
campaigns, right down to your business card. Launching an app
that doesn’t meet a real need for your audience is similar to
handing out half of a business card—it might get you noticed,
but the parts that really count may be missing. ///
About the author: Will brings his eye for design to the online environment, ensuring that the infrastructure balances with the surface
for an engaging and user-friendly experience. Will is also an adjunct professor at the College of Imaging Arts & Sciences at RIT.
digital and interactive media » apps that work
Make a (brand)
promise that sticks
Good business depends on it
by Tracy Price, CREATIVE DIRECTOR, and Dana Denberg, CREATIVE SUPERVISOR, creative
Every successful company has its thing.
You know, that something that makes
it stand apart, appeals to people and
compels target audiences to engage
regularly. Some call it an attitude or an
approach or an essence. It’s a.k.a. the
brand promise. And it’s something
that market leaders—and especially
consumers—don’t take lightly.
A few recognizable examples:
McDonald’s—Quality,
Service, Cleanliness
and Value
Apple—Simplicity
LEGO—Endless Play
See, it’s not a tagline or a catch phrase or
a killer campaign. It’s much deeper than
that. It’s your company’s special purpose
and commitment given to your customers.
And if it’s authentic, it will motivate your
business from the inside out.
Without one, it’s much more difficult
to control the direction of your brand,
establish market leadership, and offer
greater perceived value that builds and
maintains a loyal customer following.
Worse yet, if your brand promise isn’t
delivered effectively and consistently,
you’ll likely lose customers and may
not be able to get them back.
Today’s sustainable brands are those
that align the corporation’s values with its
actions and deliver on what customers
truly seek and want. How a company
“walks the talk” is even more important
than how it “talks the talk.” So really, your
brand essentially is your promise.
A brand promise, however, does not work
in isolation. It’s supported by relevant
components, like the relatable tone of your
messaging, the benefits of your product
or service, and points of differentiation.
Together, they set up what you intend for
your customers to experience every time
they encounter your brand.
Subaru
Subaru executes this perfectly. While
the slogan “It’s what makes a Subaru, a
Subaru” tells customers that Subaru is
different from other car manufacturers,
the promise is to deliver a smart and
distinctive driving experience. Each is
supported by defined brand tenets—ready
for anything, responsible and progressive,
driven by safety, purposeful and intelligent
and engaged driving—and, ultimately, by
vehicles designed for exploration.
The dealership experience for every
customer on the lot, in the service area or
on the website also is part of the promise.
Bad interaction at any touch point can
make a potential buyer dislike the brand
as a whole. But if you compare their efforts
to who is driving the vehicles and where
they’re going, it’s clear that Subaru is true to
its word—and its “thing.”
So what’s your company’s special
something? If you haven’t already, identify
it. Own it. Most of all, mean it. We promise
it’s worth it in the long run, for everyone. ///
About the authors: As creative director, Tracy
oversees a team of a dozen art directors and
designers, applying her keen sense of creative
marketing and branding to ensure that every
project reflects the creative strategy and clients’
brand requirements. She’s an energetic leader
who is active in the community, currently serving
on the board of directors for Ronald McDonald
House Charities.
Dana has written from the agency, in-house,
freelance and publication perspectives for
consumer and business markets. A versatile
writer known for her objective, client-focused
thinking and effective brand development, Dana
also writes, produces and directs video projects
and radio campaigns.
creative
» make
a (brand) promise and keep it
brAinStOrmiNG
2.0
The classic method for generating ideas, revised
by Charles Benoit, SENIOR COPYWRITER, creative
You know the drill.
Get everybody into a big room, spring the topic on them, tell them
that there’s no thought too outrageous and then get out of the way
as the ideas flow like beer at a frat party! Everyone has a blast, they
feel involved and all the ideas—even the one about teaching cats to
dance—are up there on the big board for the boss to see.
If your goal is to build team spirit, the classic brainstorming method is
the way to go.
If, however, your goal is to identify potential strategic solutions
that can really be implemented to address challenges facing an
organization, there’s a better way.
|||
i n c i t e m a g a z i n e |||
Write It Down
A scientist once discovered the formula for perfecting memory.
Unfortunately, she forgot to write it down. Don’t let your ideas get
away from you. Large sheets of paper taped to the wall work best.
(Careful, some markers will bleed through even when they say they
won’t. We learned that the hard way.)
Define the Purpose
Starting with a goal like increase sales or organize workflow will result
in ideas so broad or obvious—sell more product, streamline the
process—that they’re useless. Refining the challenge to its elemental
level—increase sales among college-bound high school students,
utilize existing software to reduce paperwork—will focus your team’s
thinking and produce actionable results.
Stay Engaged
Contrary to popular belief, there are bad ideas. But you can still find
something positive in (almost) every one of them. Try limiting initial
reactions in brainstorms to these 3 responses:
Pick Your Team
The people you invite to a brainstorm should be there for a specific
reason—she has experience with overseas vendors, he’s done
the research on the competition, she started a similar company
in the past. By strategically drafting your team, you reduce the
time reviewing basics while leveraging individual team members’
strengths and experience. Plus, everyone you don’t invite is now able
to focus their time on all the other things they have to do.
Brainstorming sessions where all ideas are treated with equal
weight are counterproductive, as valuable time is spent discussing
things that are clearly beyond the scope—such as that dancingcat idea. Allowing for some disagreement encourages thoughtful
engagement rather than pointless rambling.
Mix Your Team (Because every rule has an exception!)
Even the most successful teams can get stale, so don’t always
include the same people. Also, toss in a wild card, someone with no
connection to the project or who has a skill set that seems unrelated.
These wild cards can bring an unexpected perspective without
sidetracking the process.
18
Give Them Homework
Just like the wise teacher, you need to back up any reading
homework with a written assignment. You can have the participants
all do the same task, such as noting 5 possible solutions or
identifying potential resources, or you can tailor the questions to
each person’s specialty. At the start of the brainstorming, have them
share what they wrote. This holds people accountable, and it starts
the brainstorming session off strong.
Frontload Information
The more your brainstorming team knows before they meet,
the more they will accomplish. Provide relevant background
information—as well as the narrowly defined purpose of the
brainstorm—well in advance. A week is ideal; a day is pointless. Team
members need time to let this information roll around in their heads,
so plan accordingly.
c r e a t i v e » b r a i n s t o r m i n g 2 .0
Yes, and—to build on an idea and draw connections.
Yes, if—to acknowledge limitations and propose solutions.
No, but—to point out problems while salvaging insights.
Power Vote
Take the last 15 minutes of a brainstorm session to identify the top
5 ideas. If you can’t decide, give participants 10 votes each to use
as they like, spreading them across several ideas or putting all their
votes on the one they love.
Strategic brainstorming allows you to tap into the right minds to help
identify thoughtful and realistic ways to address challenges. As for
implementing them? Well, that’s another story for another issue. ///
About the author:
An award-winning mystery and young-adult author, Charles puts
his brainstorming powers to work, creating compelling campaigns
and the kind of ads that people like to remember. While he loves
every project, he’s most proud of the ads he’s created for the many
charities and nonprofits Dixon Schwabl supports.
Which comes first:
THE PRODUCT
or
the product video?
by Ian Auch, MOTION GRAPHICS DESIGNER, creative
Don’t think you can afford to bring that big
idea to life? Think again. New, affordable
software is allowing innovators of all kinds
to create never-before-seen products in the
lifelike realm of 3D animation.
With products like 3D Studio Max, Cinema
4D and Maya, today’s software is faster,
easier to use and more accessible to users
than ever before. That means long before a
company or entrepreneur invests in creating
a physical sample of a new product, they
can literally design, create and showcase it
in real-world applications—all from the
cost-saving safety of a computer screen.
At one time, such high-powered technology
was a playground reserved for people
with names like Lucas or Spielberg, or for
companies with Coca-Cola-sized budgets.
Today, everyone gets to play. Not only is the
software much more affordable, but the
biggest obstacle to producing high-quality
3D animation—rendering time—has been
greatly reduced. The availability of relatively
low-cost, Internet-based rendering farms
has turned rendering time from hours to
minutes. No longer does the 3D animator
have to depend on one computer to
render every detail in every frame of video.
(Fun fact: Standard video rate is 30 frames
per second.) Uploading a project to a
rendering farm allows access to thousands
of computers at one time, dramatically
reducing rendering time. However, 3D
animators must still be a patient bunch.
The more realistic you want the finished
video, the longer you can plan to render.
So how do 3D animators create such lifelike
images? It all starts with a computerized
model. Today, most products are designed
using computer-aided design (CAD)
programs. 3D animators can take these
technical drawings and bring them to life by
adding textures and lighting.
Texturing a 3D model involves creating and
applying materials that look and react like
their real-world counterparts. That means
faux metal surfaces that reflect the images
of objects in the surrounding environment,
or faux glass surfaces that actually bend the
image of objects, just as viewing something
through real glass can do. Even the way
light passes through the edges of very
specific materials, like wax or jade, can all be
recreated in a 3D world.
Lighting is where the real magic happens.
While it once took hours or days to properly
recreate real-world lighting, today’s 3D
animators can use image-based lighting
techniques and global illumination to
achieve realistic results in minutes. Say, for
example, you want to place a 3D image of
your new product concept into a real-world
setting. Simply start by using an iPhone to
capture a 360° photo of a desired scene.
Then, using image-based lighting, you can
light your 3D product image as if it were
actually in the scene. Further selling the
illusion, natural reflection patterns are
created as you move the camera angle
around the 3D product image. Realism
is enhanced with global illumination by
recreating the way light and surrounding
colors bounce off all surfaces, even creating
subtle changes in areas of the scene that
fall out of direct light. So if your 3D product
image is placed on a red table with sunlight
streaming down, you will see the red of the
table bouncing up to light the bottom of
your product.
When the development team at Black &
Decker wanted to pitch a new wrench
concept to their superiors, they turned to
Dixon Schwabl to create a video showing
the tool in action. Working only from 2D
drawings and specifications, the yet-tobe-built Black & Decker ReadyWrench was
brought to life. It’s now available at a store
near you!
It’s the details that make the unreal “real”
in the dream-it-and-create-it world of 3D
animation. Thanks to advancing technology,
that world is accessible to more dreamers
than ever before. ///
About the author
Ian worked in the video gaming industry
before joining Dixon Schwabl and now
leverages his 15+ years of computer graphics
experience with his advanced design skills
to create 3D motion graphics for interactive
and video production projects. Ian denies
rumors that he is a hologram, but admits
that he’s working on it.
creative
»
3D animation
CORPORATE
CHARITY
C R E AT I N G
S P O N S O R S H I P S
T H AT
PAY
D I V I D E N D S
by Shannon Struzik, ACCOUNT/SPECIAL EVENTS SUPERVISOR, special events
There’s a secret in the nonprofit world that is changing the focus of organizations when it comes
to raising funds. While good attendance is important for every event, most people attending
today’s golf tournaments, award ceremonies, charity lunches and high-end galas are not paying
to be there. They are guests of the sponsors.
Yes, sponsorship dollars are replacing individual tickets sales, as well as donations from live and
silent auctions, as the true measure of an event’s success. This trend has smart event planners
and fundraisers shifting their focus to procuring new sponsors, as well as strengthening support
from current ones.
The challenge is that competition for sponsorships on all levels is growing, while most corporate
community relations budgets are shrinking. The solution? Open the vault door to corporate
marketing budgets with innovative sponsorship ideas that pay real dividends for a company’s
advertising and public relations efforts.
STANDOUT
First and foremost, your sponsorship solicitation must stand out
among the hundreds of requests that reach the desks of marketers
and community relations professionals each year. Literally, stand out.
|||
For the National Museum of Play
at The Strong, sponsor solicitation
for The Play Ball was delivered by a
fictional character named Captain
Play. His heroic welcome to
unsuspecting sponsors was met
with super-human results.
i n c i t e m a g a z i n e |||
20
3D leave-behind pieces can help your request stand out on any desk.
Lollypop Farm used gumball machines to help sell sponsorships to its
Willy Wonka candy-themed gala.
Astounding and delighting sponsors right from the very first contact will often provide you with the forum and the attention you
need to make a compelling case for event support.
special events
PROMOTEYOURSPONSOR
One of the key reasons corporations choose to sponsor events
is to build and promote their brands. If they’ve committed to
support, it’s likely that you’ve already proved to them that a high
concentration of their target audience will be in attendance.
However, they shouldn’t have to wait until the event for their
sponsorship to start paying dividends.
Make sure every social media effort to promote the event provides
not only a shout-out to the sponsor, but a chance for the sponsor
to engage in the conversation. For the 2013 Riesling Festival, Dixon
Schwabl used the #rieslingfest hashtag to tweet sponsor shoutouts to those following festival updates on Twitter. Sponsors were
encouraged to join the conversation with prospective and past
attendees through this avenue.
Flapper Folly guests pose with an antique Rolls Royce.
A table-captain party (or pre-celebration event) also is a great way to
generate buzz, motivate financial support and further engage your
sponsors. Likely donors, past attendees and new prospects, as well
as business and community leaders, are invited to a cocktail party
that includes a short program and an ask for people to purchase
enough tickets to fill a table at the upcoming event. Providing
sponsor recognition and involvement at these types of pre-parties
delivers important networking opportunities for your sponsors, in
addition to driving excitement for the big event.
INNOVATEANDENGAGE
Sponsor recognition in program books and signage at the event
is a given. To stand out to today’s sponsors, you have to present
innovative ideas for them to engage with your event audience.
When possible, provide sponsors a way to showcase their expertise
in a manner that enhances the event.
For example, at the 2013
PGA Championship,
New York State was
provided with a chalet
to promote local
foods and wines. This
gave attendees a wide
selection to sample
and engaged them to
explore all New York
has to offer.
CONTINUETHEEXPERIENCE
The promotional dividends to your sponsor should not end
with the event. Provide a unique event follow-up opportunity for
sponsors to make one last connection with guest attendees. ///
As guests left Friendly
Home’s Flapper
Folly gala, they were
welcomed to their
vehicles by a whoopie
pie and message from
the sponsor saying
“Thanks for Whooping
It Up With Us.”
SVET the Violinist performs at a United Way event that encouraged young
professional women to become members of the Women’s Leadership Council.
Guests pop confetti champagne to celebrate a successful night of fundraising at
the Wilmot Cancer Center Discovery Ball.
How will you make your next event irresistibly attractive
to sponsors? What unique value can you build into your
sponsorship package? Answering those questions will
help drive the excitement and enthusiasm, while building
the dividends you need to succeed.
About the author:
Shannon is responsible for designing, organizing and coordinating
special events, including fundraisers, galas, conferences and
corporate meetings. Her experience as director of community
engagement and development with the Ad Council of Rochester
helped build her passion and expertise in the precise execution of
both large- and small-scale client events.
c h a r i t y RO I
» continued
A G I L I T Y.
When things get hot, your marketing agency better be ready.
With 8 integrated departments in-house, we have what it
takes to turn fluid situations into fantastic opportunities.
So you get integrated, strategic and effective campaigns
that are dramatic, without the drama.
It’s part art, part science. And it’s what we do.
585.383.0380
» dixonschwabl.com