Have you met Skip? You know, Skip Intro, the guy who develops all those overdone flash intro’s for ad agency web sites?
Awhile back I answered the following very astute question on LinkedIn from Andrew Miller, who, according to his LinkedIn profile is now Founder and Managing Director at Capitalist, Inc.
“Why do most creative agencies’ web sites look eerily like? Should a creative shop treat itself like a client?”
My Answer:
“This is a great question. The answers are that (a) agencies are following each other instead of the market; and (b) agencies need to do a better job of looking at their businesses through the clients’ (and prospective clients’) eyes instead of indulging their creative/artistic fantasies. Ever notice how so many agencies’ sites start with a long/pointless flash intro? That is a good example of not recognizing that site visitors want to locate info not be shown a short film.”
Why am I posting this now? Because, while the problem has gotten a bit better, I notice that all to often it still exists. So next time you see a useless flash intro that is preventing you from getting to the content you want, contact the site’s owner, publisher, webmaster (whatever happened to that title anyway?) and make your feelings known!
Bob London is President of London, Ink, a B2B marketing and communications consulting firm based in the Washington, DC area. He can be reached at bob (at) londonink (dot) com.
London, Ink isn’t a PR firm but in order to help clients prioritize marketing/comm initiatives it’s a necessity to be familiar with a wide range of marketing tools, services, agencies, etc. I’m also always looking for creative ways to promote London, Ink in cost-effective, targeted ways.
For those reasons, last year I started using the Vocus Small Business Edition (aka SBE–a version of PRWeb), an online pr management tool that is a scaled down version of Vocus’ widely-used flagship platform. My hypothesis was that, without much investment in time or money, sending out a series of releases on London, Ink news (client announcements, speaking engagements, new hires) would increase the number of quality mentions of “London, Ink” across the web and of course quality (in the eyes of Google’s algorithm) inbound links to my site.
(A side note: I don’t rely on SEO for inbound lead gen, but ever since Discovery launched the hit tattoo/reality program called “London Ink,” my links have been pushed way down.)
Each release took a few minutes to queue up–Vocus allowed me to target by geography, topic of the release, type of reporter and name of media outlet. I was also able to incorporate a video interview I participated in with Shashi Bellamkonda, Network Solutions’ Social Swami. I was able to easily link the releases to my various online channels, including LinkedIn, Facebook, Twitter and, of course, my site.
My hypothesis turned out to be correct. After my second Vocus release, the search engine rankings for London, Ink improved and they continued to do so as I sent out more releases.
Now for the over-deliver part. As I mentioned, London, Ink doesn’t typically provide PR services, but I did support a significant announcement by one of my client’s by doing some basic outreach to my media contacts and distributing the release via my Vocus SBE account.
My expectation was that the media contacts I selected may or may not actually receive the release; may or may not see it among the blizzard of releases they get each day; and/or won’t respond to it. I’m pleased to report that the client received several great media inquiries, including one from the major daily paper in their market and another from a key vertical news outlet. Both of these inquiries resulted in excellent print coverage, which the client of course loved.
So for resource-strapped organizations that need a cost-effective news distribution platform, check out Vocus SBE.
Veteran marketer and entrepreneur Chris Jacobs joins London, Ink consulting team
Potomac, MD – September, 2009, London, Ink, a marketing and communications consulting and services firm headquartered outside of Washington, DC, announced the addition of Christina Jacobs to its team of marketing consultants and project managers to meet the demands of the company’s growing client base.
Jacobs, whose background includes marketing management posts at Nextel, MCI and CoStar Group and AMS, is also co-founder of Girls in the Know, the popular and fast-growing online service that provides subscribers with exclusive offers from premier spas, salons, restaurants, designers and events.
“Chris has been a great addition to the London, Ink team,” said London, Ink founder and President Bob London.“Not many people combine such deep practical marketing experience and expertise with an entrepreneur’s sense of innovation and resourcefulness.”
Jacobs provides on-demand marketing consulting, project management and implementation for a range of London, Ink clients—which supports the company’s lean, on-demand business model and enables clients to receive top-notch, cost-effective marketing support.
“Working with London, Ink gives me a combination of an interesting and engaging work experience with a high degree of flexibility, schedule-wise,” said Jacobs.“It’s clear that the on-demand model works for clients as well to help them focus their budgets on the right priorities.”
“London, Ink is already known for pioneering the ‘Virtual VP of Marketing’ concept which provides experienced project-based resources on-demand for organizations that need an injection of strategic marketing horsepower,” continued Bob London.“Having more consultants like Chris means that London, Ink can serve a broader range of client needs with various levels, areas of specialization and price points.”
About London, Ink
London, Ink (http://www.londonink.com) is a marketing and communications consulting firm that helps early-stage and established organizations define and prioritize their products, services and marketing initiatives based on what the market needs–or doesn’t need.
In pioneering the Virtual VP of Marketing concept, London, Ink president and founder Bob London works with companies who aren’t ready for the cost and commitment of a full-time marketing executive to assess their market opportunity, determine the strategic options and develop a practical go-to-market plan, including market awareness, customer acquisition and retention, prospect “nurture” campaigns and targeted education programs.
Bob London has successfully managed marketing initiatives with annual budgets ranging from the $150 million network television launch of MCI Friends & Family (back when network tv really meant something) to under $25,000.His work and writing has been profiled or covered by the Wall Street Journal, The Washington Post, the Miami Herald, USA Today and Marketing News (the AMA’s flagship magazine).Bob recently spoke at the nationwide Unintentional Entrepreneur series.
Later this week, I’m reprising my highly rated (by the audience) presentation, originally given at this summer’s National Association of Federal Credit Unions (NAFCU) Strategic Growth conference.
The topic is social marketing but not from a “slam dunk,” “gotta have it,” “full speed ahead, damn the business case,” perspective. Rather the presentation examines whether there is any “there” there yet regarding revenue (specifically for credit unions, member acquisition, retention and non-account revenue).
Here’s the abstract from the NAFCU Annual Conference site, and I will post the presentation on SlideShare in the next couple weeks.
Social Marketing is Free so it Must be Worthwhile… Right? Well maybe, but BEWARE— don’t be drawn in by the ‘coolness’ of using Facebook, Twitter and interactive applications to market your credit union without some investigation. Before you launch a social media campaign that you’re sure will “go viral,” don’t forget these three simple letters: R.O.I. Even though setting up a Facebook or Twitter account, or even a blog, is free, there are hidden costs in terms of time, resources and budget. This presentation will explore how credit unions and other organizations are using social media and other Web 2.0 tools and to what degree they are successful.
Presented by Bob London, President and Founder of London, Ink, LLC
FEBRUARY 7, 2009–POTOMAC, MD London, Ink, a full-service marketing and communications consulting firm based outside of Washington, DC, announced today a major initiative intended to demonstrate its commitment to ‘green’ practices that are highly visible and high impact. Effective immediately, the letter “k” at the end of the London, Ink logo will change to a compelling shade of green from the original basic black.
“London, Ink didn’t just want to jump on the green bandwagon and announce another green initiative,” said London, Ink president Bob London, who is also known as the DC region’s Virtual VP of Marketing for providing marketing expertise on demand. “Changing the letter ‘k’ in our logo to green represents a major commitment, as it is the letter most people focus on since they are expecting a ‘c’ after the ‘In.’”
Old Logo:
New Logo:
Taking this initiative a step further, London, Ink is issuing a challenge to other Washington, DC area marketing, communications, PR and design firms to make similar commitments towards ‘greening’ their businesses.
Continued Bob London, “I’d like to see some of the more traditional service providers, including ad agencies, public relations firms, Web design and digital marketing agencies follow London, Ink’s lead. After all, there’s always room for each of us to be ‘greener.’ Take it from me, it feels great doing something good,”
About London, Ink
London, Ink is a full-service marketing and communications consulting firm based just outside of Washington, DC. London, Ink’s unique Virtual VP of Marketing model differs from other traditional marketing and communications service providers such as ad agencies, PR firms and Web design firms in that (a) the client receives independent guidance on when and how to prioritize, execute and measure a wide range of marketing initiatives, from PR to SEO to lead generation to channel marketing; and (b) all services are provided on an on-demand basis, providing clients with budget predictability and flexibility.
London, Ink’s low overhead, client-focused model eliminates the common conflicts between agencies’ profitability goals and creative philosophies versus the client’s requirements. Please visit www.londonink.com for more information or contact London, Ink president Bob London at info@londonk.com or +1 240.994.7644.
Yes, it’s getting noticed and maybe people are clicking on it, but Microsoft’s expensive new powered-by-Seinfeld campaign is looking like the dud that many–including me–predicted it would be, both in strategy and execution.
We suppose the ad makes Microsoft seem less stodgy and uptight, which is the image Apple’s Mac vs. PC ads paint of the company. But we can’t see this going a long way towards reversing the popular impression that Vista is buggy and unnecessary. The ads would probably have to, you know, mention Vista to do that.
Presumed Microsoft Business Goals: Grow revenue, protect margins by increasing acceptance/take rate of Vista.
Presumed Marketing/Comm Goals: Fend off criticism and negative perception of Vista. Counter the effects of PC vs. Mac campaign which have eroded/pigeonholed image of PC/Windows while boosting that of Mac.
Assessment: How does this execution accomplish the above? It doesn’t. Autopsy: First, who should use celebrities? Brands that want more name recognition or those that want to draw attention to a new product. One could infer that Microsoft gave Seinfeld a bunch of money without fleshing out the actual marketing goals and getting him and everyone else on the same page. In fact one of the key deal points was probably “free reign” and “creative control.” After all, Jerry doesn’t need the money. So everyone probably assumed the ads would be clever and memorable.
In addition the spot doesn’t even stand on its own as an interesting piece of entertainment. It is, in a word, inane. It’s tone is dated. So there won’t be much of a viral (pass along) halo except for forwarded links accompanied by nasty criticisms of the ad.
Which brings us to the next point below. The WSJ quotes two branding executives (”those who can’t sell, market; those who can’t market, brand.”) asserting that the ad has done its job by generating chatter.
This point is supported by the following quote: “Most companies would have to spend a billion dollars on advertising to get this kind of attention.” First, I think he means most unknown companies would even want this level of attention. Second, Microsoft has already spent billions of dollars over the last 30 years to get “attention.”
Dear branding experts: “Attention” is not the goal. “Attention” is not, in and of itself, a positive thing. Microsoft is globally known and doesn’t need more “attention.” Microsoft needs (a) great products that (b) create a better customer experience, which in turn (c) results in a better perception. This campaign does nothing to advance those priorities.
Microsoft is breaking the basic premise of Inside-Out Branding by trying to solve a product problem with an advertising solution. Unfortunately they can’t just paper over the negative perceptions with a big media spend featuring a waning celebrity.
Despite the negative online chatter about the ad, Microsoft has succeeded in getting people talking about the commercial, ad experts say.
“The initial reaction might be on the fence or leaning negative but the ad did its job,” says Dean Crutchfield, a brand consultant. “Most companies would have to spend a billion dollars on advertising to get this kind of attention.”
Bob London is president of London, Ink LLC (www.londonink.com), a full-service marketing and communications firm, and serves as a Virtual VP of Marketing for growth-stage companies that need hands-on project-based leadership in marketing strategy and planning.
I guess some companies have so much at stake that they are forced to pull out every stop and encourage suspension of disbelief when they develop ad campaigns. Or they are so large they forget to run an ad through the approval process.
Microsoft’s recent Vista for Small Business campaign tries to counter the notions that (a) Vista isn’t worth upgrading to; (b) it causes problems with other software; and (c) sometimes it hurts your business.
Their print campaign tries to accomplish the above goals by comparing the risk of installing Vista to some really, really risky behavior that makes the Vista risk pale in comparison.
In addition to the ad below there’s one about a woman who borrowed money from her family to start her business. Now that’s risk.
The Viva Viagra campaign has already taken beating from critics and the general public. There’s something counter-intuitive about the premise: A bunch of guys together in a recording studio with nary a woman in sight–or to be more inclusive, there doesn’t seem to be an inkling of romance in the air. Not to mention the two board engineers leering through the studio glass.
But the one thing no one seems to mention is the Chyron at the upper right of the screen during the ad’s first few seconds: “Nashville 1:22am.”
So let me get this straight: Not only is this bunch of guys singing together (by the way, how did they all just join in seamlessly without ever having heard the song before) about E.D., and doing so mano a mano a mano a mano…but they’re doing this at an hour when they should be home in bed! In bed where the product being marketed is supposed to be used.
To me, the whole thing screams “loser”–not how a marketer usually wants to portray its customers.
Ads go by in a blur, particularly with viewers’ attention spans shrinking so much that the average garden variety gnat can now pay attention for twice as long as a human. But buried in so many ads, such as this television spot for a Sealy mattress, are claims, phrases or implications that just don’t make sense. In fact they seem to work against the pitch.
In this commercial, the v/o says this mattress was designed with the help of orthopedic surgeons. Presumably this is supposed to make the viewer feel better since orthopedic surgeons should know what is good/not for your back.
But unless I am missing something orthopedic surgeons make their money by performing orthopedic surgery. And orthopedic surgery is what you need when your back hurts. And a bad mattress is one of those things that can give you a sore back or at least exacerbate a bad one.
So why is it such a great claim that orthopedic surgeons helped design this mattress? As far as I can tell the surgeons can make a lot more money by helping design a bad mattress.
Recent reports state that the average tenure of a chief marketing officer (CMO) is now down to 18 – 24 months. Given the risky investment this represents to companies in terms of cost, commitment, resources and lost opportunity, the Virtual VP of Marketing model is becoming much more attractive.
For many growth-stage companies, marketing can be the most challenging function to resource for three main reasons: First, because marketing is hard to define; to some companies it means thought leadership, to others business development and others branding (which, in and of itself is one of least understood, often abused terms in business).
Second, once you define it, marketing success can be difficult to measure; therefore expectations in hiring a CMO may not be articulated in the most effective way. The result is a gap between the CEO and CMO from day one on priorities, objectives and resources.
Third, all to often a CMO expects to have the resources to hire specialized staff and/or an outside agency for lead generation, online marketing, pr, etc. In a growth-stage business, those resources cannot typically be justified. And as importantly, those business must by definition maintain maximum flexibility in the way resources are allocated and committed.
Companies need a Virtual VP of Marketing when they can’t or aren’t ready to justify the cost and commitment of a full-time marketing executive to address its needs, yet:
Marketing deliverables and challenges are piling up.
Marketing lags behind the company in terms of offerings, reputation, innovation, etc.
The company hasn’t kept pace with its marketplace and needs an injection of strategic assessment and planning.
New target markets or segments are being considered.
Growth has slowed or stalled.
Their industry is getting more competitive.
Their business is becoming more marketing-dependent or marketing-driven.
They need a fresh perspective that incorporates a healthy dose of customer feedback.
They are considering an outside marketing/pr agency but don’t have the expertise to properly manage them.
What does a Virtual VP of Marketing do?
Helps CEOs and other senior executives assess and define and rank their situation and market opportunities by incorporating input from key constituencies.
Works with the executive team to develop and validate business/marketing strategies.
Develops the go-to-market strategy and action plan with prioritized, cost justified marketing initiatives.
Manages or leads the execution of key marketing programs, from awareness to lead generation to drive customer acquisition and retention.
Develops all creative materials (design, copywriting, Web sites) in direct support of marketing objectives.
Manages existing staff and vendors to optimize resource mix and output.
Bob London is president of London, Ink, a Maryland-based marketing and communications consulting firm, and serves as a Virtual VP of Marketing for growth stage companies that need an injection of marketing experience and leadership to drive key initiatives and results.
