Indianapolis Marketing Agency

As the president of the Indianapolis marketing firm, Element Three. I get lots of direct mail. This week, I received a postcard from a very prominent state university trying to get me to sign up for a program designed to "provide intensive study and experience in both the elements and contexts of leadership."

Sounds interesting.

There is no way for me to respond.

There is no phone number, no email address, no web address to visit. No informational session to sign up for. There is absolutely no call to action.

When you're designing direct marketing tactics as part of your strategic marketing plan, don't forget the call to action.

Here are some ideas for CTA's that you can use to better calculate your return on marketing investment. I'm guessing the ROI on this piece I received will be $0.00. 

• Download a white-paper
• Access a survey
• Phone Number
• Email Address
• Special Landing Page
• URL
• Free Trial
• Sign up for a demo
• Webinar
• Complementary tickets to a special event
• Enter to win a drawing
• DVD with more information

Happy marketing - and don't forget the Call To Action!

 A few months back I wrote a post Keep It Personal and the value of personalization and how it can improve the impact of electronic or direct mail marketing. In addition to creating stronger brand identity in the market, it brings life and emotion to your people and your brand message.

I encountered an example of how powerful personalization can be in my personal life this week.

I have sponsored a child through World Vision for about 8 years. When I was single and most of my money was discretionary, it made me feel good about myself that $30/ month was being sent to a small country in Africa to help a young boy named Omar get food, clean water and access to medical care.

I was literally talking to my husband a few weeks back questioning whether Omar was actually receiving the stuff I was sending him when I received this in the mail:



If you look closely, the picture in Omar's left hand is a Christmas picture of my husband and me about 3 years ago and the picture in his right hand is a picture of our family from last year.





This is a picture of the full piece I received from World Vision on Omar. The part on the left is a brief bio of what is going on in his life and the picture of him in the center holding the pictures of us.

This had such a profound impact on me. Never will I meet Omar face-to-face, but the fact that he knows what I look like, that he's kept pictures of me, my husband and daughter for years - made me realize how important my $30/mo was in his life. This experience made me feel like I had a relationship with Omar even though we will never communicate electronically or in person.

How can you bring your brand to life and make a human, emotional connection with your clients or prospects? I'm thinking about the same things for my business. 

I can tell you that it starts with being clear about your brand. Who you are and what you stand for. If you're looking for ways to clarify your brand or ideas on how to personalize your marketing tactics - visit Element Three's website to learn more.

Yesterday was a bittersweet day. We said goodbye to four summer interns; students studying visual communications at the Herron School of Art and Design.  This was Element Three's first foray into hiring a larger group of interns, and I have to say it was a very positive experience.

Each student brought a unique skill set. To enhance the internship experience, our goal was to provide each with a project that would develop a personal area of interest in the design and communications realm. We fully immersed them in the day-to-day life of a marketing communications firm. Whether it was brand identity development, brand research, new package design, or developing an iPad video, this group rose to the challenge.

Three months blew by, and I think we all grew from the experience. The opportunity to bring fresh energy and talent to the mix made our office buzz.  We know several of our clients had the opportunity to interact with some of our interns. A double bonus for all involved.

The experience fueled our drive to provide opportunities for design talent to grow and develop. This year's group, Andrea, Alice, Joel, and Ceverly head back to the classroom on August 23rd. We wish them every success. And, we look forward to repeating the experience with a new group next summer.

I'm in the process of writing an audit for a client on their marketing tactics and I had to stop to write this blog post.

Here's why.

As the president of the Indianapolis Marketing firm, Element Three, I get the opportunity to see into lots of different companies and how they're executing their brand and marketing strategy through different tactics.

Overwhelmingly the biggest mistake I see companies make - is that they execute various marketing tactics - like email marketing, social media, twitter, Facebook, sales collateral, websites and trade show events with no purpose. 

What's the intent? What do you want it to do for you and then PLEASE look at the statistics, calculate your return on marketing investment and adjust accordingly.

What does this have to do with the title of this post about Element Three on Facebook?

Let me explain.

I wrote a post Why Element Three doesn't have a Facebook Page in March of this year. The reason we didn't have one is because I couldn't put my finger on it's PURPOSE for us. Even though nearly every agency in town had a fan page and we were getting tons of requests to help clients with their social media presence - I couldn't justify the time and effort without a clear purpose.

A few weeks ago I became settled on the intent and purpose of Element Three having a Facebook presence. It's a back-stage pass to our office for clients and prospects. The happenings and goings-on will be posted - with pictures of the creative process and our team in action. We also have plans for special offers to be made available only to people who have 'liked' us - as our thanks for following us and adding value. The people and culture of an advertising agency is nearly as important as the work; and it is our intent to have this page be a window into our office.

So I ask this question - can you look at each of the marketing tactics you're working on - and clearly define its purpose? If not, stop - and don't do it again until purpose is established.

Oh, and next time you're on Facebook - will you Like us?

 In a recent meeting, a young woman visiting our Indianapolis corporate branding firm for the first time used jargon of her industry, much to the chagrin of those of us who were in the room listening quizzically to her presentation. In the end, she was presenting her company's capabilities and hoping to see services to our firm. Instead, we all looked at each other after she left and said, "No."

Unless you plan to hand out a glossary beforehand, stay away from needless industry lingo. Its effect can be off putting and even worse, it can lose you business. And that's the bottom line.

 It seems to be happening. The creative jobs are finally loosening up. Art directors, copywriters, designers....I know many who were laid off during this tough recession. Some are freelancing but miss the benefits of their company jobs. Others are counting on the financial support of spouses or family. Others have just plain hit rock bottom. Well, at last, I have begun to see jobs for creative folk posted online. All of this makes me wonder....will the market ever be what it was? As clients continue to be somewhat conservative in their willingness to commit to billing levels with advertising agencies and design firms, both in Indianapolis and elsewhere, managers continue to be tepid on hiring staff. Perhaps the Hollywood model (in which just the right group of freelance consultants are brought together for each project) is the wave of the future.

Comments, thoughts? Freelancers and staffers?

It's our FINAL event within our summary seminar series KEEPING UP WITH THE WEB. We have received excellent feedback from participants in our first three sessions. 

Here are a few of the comments we have received in our post-seminar questionnaire:
"The information discussed was incredibly relevant to my business"
"Excellent seminar"
"Very informative"
"Ton of good info"

Join us at our event on August 11th to go in depth with Google Analytics and how you can harness its power to assist you in measuring return on marketing investment and how your traffic is engaging in your brand and your website.

WHEN: Wednesday August 11th @ 9:00 am or 1:30 pm
WHO: Business owners, marketing professionals and executives
TOPIC: Understanding Google Analytics as an Effective Measurement Tool
WHERE:  3500 DePauw Blvd.
             Pyramid Three
             Conference Room C, Lower Level
             Indianapolis, IN 46268

Are you measuring your marketing? Do you have Google Analytics set up on your website but don't know how to interpret the data? In this session we will go walk through the ways Google Analytics can be leveraged to measure your online and offline marketing efforts. Get more out of your marketing and attend this session.

Register and get more information on our Google Analytics Seminar. 

A special thanks to Cirrus ABS for partnering with us to put on this great summer seminar!

Element Three is ready to kick off the third part of summer seminar series, KEEPING UP WITH THE WEB, in partnership with Cirrus ABS.

WHEN
Wednesday July 21 @ 9:00 am or 1:30 pm
WHO
Business owners, marketing professionals and executives
TOPIC
Social Media: Integrating As Part of Your Marketing Mix
WHERE
Pyramid Three, 3500 DePauw Blvd.
Conference Room C, Lower Level
Indianapolis, IN 46268

In this sessions, attendees will walk away with a long list of 'to-do's' on how you can begin integrating social media into your company's marketing efforts. We will dispel common myths and discuss in detail The Social Three – Social Marketing, Social Networking, and Social Media.

For registration and more information please click here. 

 Element Three has recently been involved in its share of new business pitch meetings. We've done our homework, made proposals and responses to requests for proposals and choreographed presentations alongside our strategic partners. But how does a smart client actually pick the right marketing/branding/creative partner? Here are the things clients usually look for:

1. Experience in their industry: this seems to give clients a sense of comfort. And it can help you ramp up quickly when you know the industry well, can speak the lingo and are familiar with the players and the issues. But don't be drawn in by this alone. The very best firms are fast learners. Firms that only work in one industry may get stale or be lulled into standard solutions.

2. Onboard capabilities: again, clients like knowing that the things they need are readily available. Again, this is changing as are the creative industries. No longer can most agencies and marketing firms afford to keep a full staff for every sub specialty because fewer clients are willing to pay the high fees to cover this overhead. So agencies are increasingly using the Hollywood model in which the agency is part of a web of trusted partners upon whom they call when specific needs arise. So rather than expecting all the resources to be on staff, ask who the strategic partnerships are and how much work they have done together successfully.

3. Integration: this is becoming a buzzword amongst clients, and for good reason. As marketing budgets get squeezed, all marketing touch points must work together and support each other. Ask for examples of integrated marketing efforts and find out how they work rolled out into the market.

4. Strategic creative thinking: not all clients have figured out this one yet but I think it separates the men from the boys. You can do all the strategic thinking you want but if it's the same as everyone else, you'll likely have a "me-too" brand or a marketing plan that's a lookalike with your competition's. Creativity and innovation is key to success in strategic brand and marketing strategic work as is strategic thinking key to successful creative work. Though your creative may be wonderfully fresh, if it's saying the wrong thing or speaking to the wrong people, you're wasting your money.

5. Return on marketing investment (results): many clients ask this first, especially in our tough economy. Ask for examples of their work along with the results they caused. Even if they can't state a number figure (private companies sometimes will not release this data, even to their agency partner), you can still ask for any evidence that the work succeeded in reaching its goals. (new customers, successful product acceptance, entrance into new market, broader share of market, etc.)

5. Good chemistry: many clients don't formally ask this question but in fact it is probably the most important unconscious factor that either makes or breaks the outcome for the agency. Do you enjoy meeting with the agency team? Do they seem sincere and enthusiastic about your business and your market? Do you trust them to do what they say they will do? Check out their references, especially clients they have worked with long term, whether they are in your field or not.

Happy hunting!

 Indicators at Element Three are that pent up demand for brand identity development, brand positioning strategy, strategic marketing planning, design and advertising creative services are on the upswing. We're hopeful that this is a sign that business is finally picking up and markets are recovering from this long, hard time in our economy.

Businesses that continue to invest in their brand and marketing outreach in tough times are the ones that historically recover more quickly and build their businesses long term.

We'd like to hear from you. Have you been experiencing upward trends in your business?

 I recently viewed a two-way e-mail exchange between two business colleagues (not Element Three colleagues!) in which both parties obviously were in conflict with each other. Hot words were exchanged, though sometimes cloaked in politically correct phrases. As a result of the exchange, one of the parties quit their job.

As a communicator, I often lament with my students this kind of misuse of e-mail communication. Because it is so easy for many people to write things they wouldn't be comfortable saying out loud, written responses in tough situations can quickly be blasted off into the ether of the internet never to be taken back. In fact, sometimes e-mails written in the heat of the moment even get sent to the wrong person by mistake, further complicating an already difficult situation.

Here are some recommendations about using e-mail wisely:

Don't write an e-mail in a moment of anger, fear or humiliation. Wait until you've had some time to process what is going on and get clear on what you actually want to have happen short and long term with the person you are considering e-mailing.

Write every e-mail as if it might be saved, printed and shared with others because it very well might be. Don't say anything you wouldn't say to the person's face.


Remember that in e-mail communications, you don't get to share the nuances of your tone of voice, facial expressions or body language. So phrases that are open to interpretation may mean one thing when spoken and other when written. Also try to stay away from slang or vernacular phrases in e-mail communications because they may be interpreted differently by the receiver than your intention.

Keep your e-mails brief and to the point. Use them to share detailed information, directives, key information that colleagues need to have in writing.

If you need to have a critical conversation, do not do it via e-mail. Take the time to speak to the person one on one. Being in the room is best. If that is not possible, using a Web cam two way communication is second best. Phone calls are third best. And texting or writing online comments are equal to e-mailing.

And most importantly, E-mail communication, when done via your company's e-mail server, IS brand communication. Brand communication affects your brand. Writer beware.

 OK, this has nothing to do with marketing communications. But if you have a chance, go and see Toy Story 3. It's an animated film with real heart. It's beautifully produced. And you definitely don't have to be a kid to love it. (though it helps if you go with one!)

 I was having lunch recently with a good friend of mind who is a well known freelance writer in the Indianapolis creative community who has worked with many an Indianapolis ad agency or design firm. I've also spent about a third of my career as a freelancer. In that role, you get to experience many different corporate cultures...briefly. And you get a chance to note both the talent and, often, the dysfunction present in most agencies or design firms. I certainly did. 

As a result, when it came time for me to hire creative talent as part of a brand marketing group or ad agency, I took into account not just the work in the portfolio but the personality of the interviewee. Would i want to be in stressful situations with this person? Could I trust them to come through with the work, on time? Would they be open to feedback? Would they be someone I would feel comfortable having in a serious client meeting? Craft skills can be improved. It's pretty hard to expect someone to change their outlook on life.

My friend and I agreed that this is the area where the most growth is needed in our industry. Luckily, I am a practitioner and also a teacher. Part of what I stress in the classroom is not only the ability to solve problems using the design process – but also to work effectively in a team in a positive, respectful way. I see many 'aha' moments as students come to realize the sorts of personal outlooks that hold them back from contributing to their fullest. They aren't about type, image, concept or layout. They're about their own lenses or perspectives on the world. So I aim to teach emotionally intelligent designers because that's who I'd like to help send out into our industry. 

If you have experience in this area, stories to tell or are interested in this topic, I'd love to hear from you. (comments welcome!)

Element Three is excited to be partnering with Cirrus ABS for our second summer seminar, SEO: Creating and Converting Lead Opportunities.

When: June 30th at 9:00a or 1:30p
Who: Business owners, marketing professionals and executives
Topic: SEO: Creating and Converting Lead Opportunities
Where: Pyramid 3, Lower Level, Indianapolis, Indiana

We’ve all felt it. That tiny bit of doubt in the back of your mind. Am I up to date on the latest in online marketing? Is my brand well represented in the digital media realm? Are there opportunities that I’m missing? No worries. Here’s your chance to make sure your brand, and your marketing efforts, take advantage of the latest online tools and strategies available.

Please join us for the upcoming session SEO: Creating and Converting Lead Opportunities.

In this session you will learn how to leverage search engine optimization. Learn from the experts ways you can get your company more visible on the web and how to turn your website into a lead generation tool for you. With over 1 billion searches daily on Google alone, optimization is a must for businesses and organizations.

This is the second of a four-part series. Space is limited. Please sign-up early to assure your spot.

For registration and more information, click here. We hope to see you there!

 I spent most of my career working as an art director in advertising agencies. I have to admit that very little of my current clients' budgets are going toward paid advertising these days. But the same way of thinking conceptually still holds value. I am constantly impressed by how many great brand communications are mainly visual, with very few words. Check out this link to see some excellent examples. Inspiring, aren't they?

 Retail music consultants match just the right kind of music for a store's retail concept so that, for instance, when you're visiting a fast food restaurant, the music urges you to eat quickly instead of hanging around. When you visit a store that features slightly quirky, somewhat retro fashion, the music might be a similar mixture. Perhaps because retail business measures its success by the hourly intake at the cash register, anything that might help encourage purchase through any of the senses is fair game.

Whether your brand is a retail one or not, you may want to consider sound as part of your brand positioning strategy. Is your brand loud or soft? Will your brand communication include music, sound design, or atmosphere perceived aurally? Anyone who has gone to a movie theater and experienced the power of music and sound as part of the movie experience knows how much the mood is heightened with the addition of either silence, a whisper or a loud bang. Just the right music can either counter or underscore a mood or message.

As part of managing your brand, use all the senses. They can not only bring life to your brand communication, they can create a higher level of engagement for your customer.

The web site, Urban Dictionary, defines "hype" as "a fad, a clever marketing strategy which a product is advertized as the thing everyone must have, to the point where people begin to feel they need to consume it."  A "hype man" is "the person who helps gets the crowd hyped/amped/pumped before/during a show." And a "hype machine" is "a video game or movie that may or may not be good, but generates a very large amount of hype before it's release." As you look at your brand positioning strategy, be careful not to fall in love with your own 'story' too quickly. Often, at Element Three, we advise our clients to do thoughtful competitive research before we establish their brand's visual and messaging elements. This insure that we're not creating unworthy hype that the brand's product or service cannot match. Hype is its own enemy. It can create long term credibility issues for your brand...so that future brand communication falls into question. Let us develop a Message Matrix that keeps your team on message for each of your audience constituencies so that your brand has a long and healthy life.