Nice information ask here from trend spotters, PSFK.
They call it ‘need to know’ – I hope they do.
It includes a request for twitter id – first time I’ve seen that on an email newsletter sign up form. Interesting that they choose to put it so high up – under your name – the second field to complete.
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2012-09-11 09:00:322012-09-12 01:59:32Best Practice email signup form: PSFK
I just bought a pen, a beautiful pen and shared my email address with the supplier – top luxury brand, Mont Blanc.
A week later I got an email, beautifully crafted but inappropriate message. This is not the way to say hello and welcome to your new customers. Launching right in with a sales message…. How about a welcome, a short autoresponder about the brand and explanation setting out expectations for the relationship?
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2012-08-16 09:00:052012-08-14 07:02:28How MontBlanc could improve its email marketing
We’re working for a lovely creative client, Global Culture, who design t shirts and gifts with a New Zealand “kiwi humor” twist.
Global Culture NZ World Star Wars Day t shirt designs
Their designer, Russell came up with some fun Star Wars designs and we suggested promoting them around the May 4th, World Star Wars Day event. [May the Fourth Be With You – in case you didn’t get the oblique reference.]
Here’s how we did it
Create landing page on our website
Amend Facebook to include a new page header; start liking and commenting on Star Wars associated sites
Run a competition using the Wildfire app to promote winning free t shirts
Tweet a competition to win free t shirts
Set up Google Alerts for Star Wars Day and using these leads, comment on other people’s blogs and news items back to our site
The stats go up to 2nd May – so there was more to come.
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2012-06-26 09:00:192012-06-21 15:22:58Online event PR - how to do it on a small budget
Former client, Ctrl-Shift, is a strategy consultancy focusing on personal data and its use online.
They realised that the landscape of personal data availability online has changed hugely in a very short time and despite hysterical outcries about Facebook privacy settings, it is an important area that both brands and consumers should be knowledgable about.
Their concept of “personal data stores” is a really interesting concept that is being built out – imagine you, the consumer, setting the ‘terms and conditions’ for a brand to access your personal information?
It’s called Vendor Relationship Management read more here and here.
But see their great Personal Data infographic published in full with a brief snapshot below showing the 2012 situation…it describes the landscape for legislation, technology, entrepreneurs, corporates and consumers and looks forward in scenarios for each to 2017.
Ctrl-Shift the Personal Data Landscape future
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2012-05-22 19:16:242012-05-22 19:16:24Infographics used for business development
Rob Lane my colleague recently wrote a first draft of a new proposal for a client brand and I was delighted that he chose to insert a new section header,
Imagine an agency telling a prospective client – not one we’re working with already – that they had to actively participate in delivering to make the marketing programme effective?
I love it.
Now I’m recommending we put this into all new client proposals. It’s authentic and transparent and gives the brand clear boundaries and guidelines that will help us give them exactly what they hired us to do.
What do you do in order to improve your client briefing and agreements?
Corey Eastman is the new business director at top user experiencer agency, Teehan + Lax. He approached us saying “your blog is on my daily RSS feed along with other agency sales blogs. I try to stay up to date.” And we were so flattered, we asked if he’d like to be interviewed.
Corey Eastman, Biz Dev Director
Creative – what does it mean to you?
The Agency of the Future to me is all about balancing the client agency relationship. In the past it’s favored the client and the agency has been reactive. Blair Enns I’ve met a few times and I’m very influenced by his philosophy. I look back to what he talks about – agencies being specialized and focused using conversations rather than presentations and being selective about who you work with.
I found the Teehan+Lax philosophy on the company page of their site.
John Lax and Jeff Teehan are two super smart guys. When we started out, we chose not to rely on the legacy of working models passed down from old agency world as the basis for our new company. Instead, we challenged the conventional formula and created a new approach and process. Even as we’ve grown in size and scale, we still are committed to:
partners on every piece of business, from the first pitch through to the final deliverables;
small, agile teams to make the most effective use of your budget;
direct access to the people actually doing the work, so no more “broken telephone” or account managers promising things that can’t be delivered.
How did you get into new business development?
My background is competitive athletics – I played professional hockey which almost made competitive sales a natural transition for me. I’m very driven and I have a strong passion for success.
What training would you recommend for anyone wanting a career in biz dev?
I think it’s all about communication and sharing stories and ideas. Reading, writing, speaking, listening and body language / personality. I did toastmasters and they are very good at honing speaking skills; get formal sales training and invest in a company that will invest in you – I did the IBM program; take ownership and read blogs; read books (Spin Selling is my favourite).
What has changed in new business techniques in the past few years?
Marketing and sales are converging – the reason I think is the internet. It’s put the consumer in control. The buy/sell process – which has become more digital. We are moving from conducting business offline towards being mainly online. John Lax always says “we have to create more value than you capture” quote from Tim O’Reilly. Read more
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2012-05-15 09:00:542012-05-15 05:21:42Shout! Interview with Corey Eastman of Teehan + Lax
The local business incubator here in Auckland is called The Icehouse. It’s an impressive place buzzing with activity.
Creative Agency Secrets was asked to prove its salt by giving some free consulting to a new organisation, DirtyMan.co.nz Perversely, it is all about keeping men clean!
Avoiding costly product launches
The team is a start-up and was looking to gain profile without too much hard cost. Our suggestions included:
Painting up an old caravan to take to events
Asking supermarkets about promotions based not in-store ($$$) but in the car park
Setting up google alerts for three phrases aligned to the 3 personae of their ‘ideal customer’ profiles
Set up a press or media page on the website to host high resolution pack images, past coverage and background information
Print A5 leaflets on light card single sided and then use the back for several different purposes: a Postcard; letterbox maildrops; product information – just overprint in black when you need them
Prioritising your time and money
We time showing DirtyMan how to prioritise their decisions with regard to which promotions to spend money on and how to pick the ones that would give the best return. They were considering a radio show sponsorship, leaflet drops to households and joint promotions with other non-competing brands.
For a startup, we think the best promotions are those that
Bring a customer face to face with the brand
Drive awareness to a new audience based on someone else’s data list
We recommended assessing any joint promotion based on the size and quality of the database of the other company. And so a sports team sponsorship that has a supporting newsletter (especially an electronic one) and a Facebook fan group is probably worth more than a radio show with no mailing list.
What were the outcomes?
Here’s what Tracey Orange, the owner had to say after the briefing with Creative Agency Secrets:
Yes I did find my meeting with Rebecca useful, we have been busy talking to lots of people over the last week or so and I guess I am taking bits from everyone I speak to, and then formulating our plan from here.
After meeting Rebecca we are going to use some of her suggestions, one was to get out and meet our customers face to face and we now are looking for a cheap promo vehicle brand up and use for onsite promos and events, (if you know of any old land rovers for sale please let Mike know), she also gave me some good things to be talking to organisations we want to align with and not to be just giving stuff away but to leverage product for contacts database names and she also suggested getting hooked up with a clothing brand or similar and then the next day we spoke to someone who is going to see about hooking us up with a menswear clothing brand so fingers crossed.
Would you like access to our ideas? Think about how to apply these to your own brand.
Get in touch and ask for a FREE 20 minute chat on the phone or Skype.
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2012-03-02 09:00:002012-03-05 23:18:59How to Launch a skincare brand on a small budget