Mavis Huntley, Director Digital Innovation shares the following at NXNEI 2012.
Do you ever wonder why certain campaigns take off and others die a slow death? There is a lot more behind the latest viral campaign then meets the eye. This presentation will take a look into the steps that are taken to, dare I say, guarantee success (at least in the client's eye) in a day and age where trying to get someone's attention seems impossible.
The document discusses how the advertising industry is changing as it becomes more digital. It emphasizes that digital is no longer just a medium but is ubiquitous. It advises that companies must adapt to this change or risk being left behind. It also stresses the importance of finding and keeping digital talent, highlighting strategies like informational interviews, emphasizing company culture, empowering existing employees, and providing opportunities for growth.
Tata Housing is launching a new residential project in Gurgaon located in sector 113 on 28 acres of land with a green belt. The project, called Tata New Project, will offer ultra luxury 3 BHK and 4 BHK apartments ranging from 1850 to 2800 square feet starting at Rs. 7500 per square foot. More information can be found on the Tata Housing website or by contacting the listed phone number.
Startupfest 2013 - Infrastructure at scale: best practices in scaling cloud ...Startupfest
Beneath the covers of every great startup is a scalable infrastructure. It has to be resilient, flexible, and fast—but few founders think about architecture until they're in the middle of an emergency, when it's too late. In this interactive, no-holds-barred workshop, Phil Jackson, Hardcore Technologist at SoftLayer—one of the biggest cloud platforms on the planet—dives into the design of good infrastructure.
The scale of the global market, for mobile technology, has never been bigger. It grows dramatically each year, yet so few startups ever formulate an international strategy, let alone start with one. Join Quietly's Dario Meli for a conversation on emerging markets around the world, from the perspective of launching a mobile-first social application.
Startupfest 2013 - The luck you make - Chris ShipleyStartupfest
This is a story about a career molded by the luck, and the moral of the story is simple : What you do with luck – good luck and bad –defines who you become as an entrepreneur, a founder, and a leader. Leading technology and product analyst, executive producer of the DEMO Conferences and co-founder of Guidewire Labs, Chris Shipley speaks candidly about her experiences.
Nxnei 201: Convince clients to love your work as much as you dojohn st.
Mavis Huntley is the head of integrated production at John St., a marketing and advertising agency. She outlines 6 steps for effective marketing campaigns: 1) respect the client brief, 2) build relationships, 3) make the campaign eye-catching, 4) simplify complex issues, 5) avoid being defensive, and 6) ensure the conclusion leaves the desired impact. The document advocates focusing on the client needs and creating memorable marketing solutions.
The document discusses how the advertising industry is changing as it becomes more digital. It emphasizes that digital is no longer just a medium but is ubiquitous. It advises that companies must adapt to this change or risk being left behind. It also stresses the importance of finding and keeping digital talent, highlighting strategies like informational interviews, emphasizing company culture, empowering existing employees, and providing opportunities for growth.
Tata Housing is launching a new residential project in Gurgaon located in sector 113 on 28 acres of land with a green belt. The project, called Tata New Project, will offer ultra luxury 3 BHK and 4 BHK apartments ranging from 1850 to 2800 square feet starting at Rs. 7500 per square foot. More information can be found on the Tata Housing website or by contacting the listed phone number.
Startupfest 2013 - Infrastructure at scale: best practices in scaling cloud ...Startupfest
Beneath the covers of every great startup is a scalable infrastructure. It has to be resilient, flexible, and fast—but few founders think about architecture until they're in the middle of an emergency, when it's too late. In this interactive, no-holds-barred workshop, Phil Jackson, Hardcore Technologist at SoftLayer—one of the biggest cloud platforms on the planet—dives into the design of good infrastructure.
The scale of the global market, for mobile technology, has never been bigger. It grows dramatically each year, yet so few startups ever formulate an international strategy, let alone start with one. Join Quietly's Dario Meli for a conversation on emerging markets around the world, from the perspective of launching a mobile-first social application.
Startupfest 2013 - The luck you make - Chris ShipleyStartupfest
This is a story about a career molded by the luck, and the moral of the story is simple : What you do with luck – good luck and bad –defines who you become as an entrepreneur, a founder, and a leader. Leading technology and product analyst, executive producer of the DEMO Conferences and co-founder of Guidewire Labs, Chris Shipley speaks candidly about her experiences.
Nxnei 201: Convince clients to love your work as much as you dojohn st.
Mavis Huntley is the head of integrated production at John St., a marketing and advertising agency. She outlines 6 steps for effective marketing campaigns: 1) respect the client brief, 2) build relationships, 3) make the campaign eye-catching, 4) simplify complex issues, 5) avoid being defensive, and 6) ensure the conclusion leaves the desired impact. The document advocates focusing on the client needs and creating memorable marketing solutions.
The document discusses 5 strategies for making a brand more likeable on social media: 1) Listen first and never stop listening, 2) Be responsive as responsiveness is not optional, 3) Share stories as they are your social currency, 4) Ask questions to engage your audience, and 5) Consistently deliver excitement, surprise and delight through your content and interactions. Specific examples are provided for how brands like Verizon FIOS, LOFT, and others have successfully implemented these strategies.
Big data refers to the large amounts of information that is being generated and collected every day from various sources like social media, websites, sensors, and devices. This data can provide valuable insights if analyzed properly, for example to better understand customer behavior and trends. However, collecting and analyzing all this personal data also raises significant privacy issues. As technology continues to advance, there is an exponential growth in data and computing power that could lead to a "singularity" where artificial intelligence surpasses human intelligence and to the development of immortal software-based humans.
This document provides tips for attending SXSW for the first time. It outlines expectations for sharing experiences from the event, accommodation details, advice for attending sessions and events, and tips for navigating the city. Attendees are encouraged to schedule sessions in advance, travel light, use group messaging to stay connected, charge devices frequently, and eat food from food trucks to experience local cuisine. Common mistakes from past years like poor scheduling and location hopping are noted to avoid.
The document discusses the history and marketing strategies of Axe body spray and Old Spice deodorant. It provides insights from SXSW on how Old Spice created viral marketing campaigns through humor and engaging directly with customers. Key points include:
1) Old Spice developed a humorous brand personality through iterative testing of ads over many years.
2) Their Super Bowl ad targeting women and subsequent viral video campaign showed not to count out TV yet and engage audiences across platforms.
3) Seeking serendipity and being open to new opportunities helped Old Spice discover influencers and average users to participate in their YouTube response campaign.
This document provides an agenda and summaries for a digital lunch and learn event. The agenda covers topics like location-based services on platforms like Foursquare, the impact of social media and new features on Facebook and Twitter, how technology impacts health through mobile apps, data analytics and mashups, and crowdsourcing through platforms like Kiva and Groupon. It also provides a section on "10 Minutes of Cool Shit" showcasing new digital marketing campaigns and technologies.
The document discusses trends in digital marketing. It notes that companies should treat customers as people rather than just brands, and that customer service is different from marketing. It also mentions the importance of real-time marketing, having a flexible marketing plan, and being aware of influencers both good and bad. Additionally, it discusses how marketing creative is catching up with technology through the use of ecommerce, check-ins, and QR codes.
The document summarizes the author's experiences at SXSW, highlighting several key points. Nerds were cooler than expected. Necessities included attending parties hosted by Twitter, Foursquare, and Google. Panel discussions focused on themes like using data effectively, setting clear missions, and making people's lives easier. The author learned the importance of real-time marketing, influencers, and having a flexible plan rather than assuming anything is final.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
The document discusses 5 strategies for making a brand more likeable on social media: 1) Listen first and never stop listening, 2) Be responsive as responsiveness is not optional, 3) Share stories as they are your social currency, 4) Ask questions to engage your audience, and 5) Consistently deliver excitement, surprise and delight through your content and interactions. Specific examples are provided for how brands like Verizon FIOS, LOFT, and others have successfully implemented these strategies.
Big data refers to the large amounts of information that is being generated and collected every day from various sources like social media, websites, sensors, and devices. This data can provide valuable insights if analyzed properly, for example to better understand customer behavior and trends. However, collecting and analyzing all this personal data also raises significant privacy issues. As technology continues to advance, there is an exponential growth in data and computing power that could lead to a "singularity" where artificial intelligence surpasses human intelligence and to the development of immortal software-based humans.
This document provides tips for attending SXSW for the first time. It outlines expectations for sharing experiences from the event, accommodation details, advice for attending sessions and events, and tips for navigating the city. Attendees are encouraged to schedule sessions in advance, travel light, use group messaging to stay connected, charge devices frequently, and eat food from food trucks to experience local cuisine. Common mistakes from past years like poor scheduling and location hopping are noted to avoid.
The document discusses the history and marketing strategies of Axe body spray and Old Spice deodorant. It provides insights from SXSW on how Old Spice created viral marketing campaigns through humor and engaging directly with customers. Key points include:
1) Old Spice developed a humorous brand personality through iterative testing of ads over many years.
2) Their Super Bowl ad targeting women and subsequent viral video campaign showed not to count out TV yet and engage audiences across platforms.
3) Seeking serendipity and being open to new opportunities helped Old Spice discover influencers and average users to participate in their YouTube response campaign.
This document provides an agenda and summaries for a digital lunch and learn event. The agenda covers topics like location-based services on platforms like Foursquare, the impact of social media and new features on Facebook and Twitter, how technology impacts health through mobile apps, data analytics and mashups, and crowdsourcing through platforms like Kiva and Groupon. It also provides a section on "10 Minutes of Cool Shit" showcasing new digital marketing campaigns and technologies.
The document discusses trends in digital marketing. It notes that companies should treat customers as people rather than just brands, and that customer service is different from marketing. It also mentions the importance of real-time marketing, having a flexible marketing plan, and being aware of influencers both good and bad. Additionally, it discusses how marketing creative is catching up with technology through the use of ecommerce, check-ins, and QR codes.
The document summarizes the author's experiences at SXSW, highlighting several key points. Nerds were cooler than expected. Necessities included attending parties hosted by Twitter, Foursquare, and Google. Panel discussions focused on themes like using data effectively, setting clear missions, and making people's lives easier. The author learned the importance of real-time marketing, influencers, and having a flexible plan rather than assuming anything is final.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
7. 1. does the idea come from your brand?
2. a box is a good thing
3. throw it to the lions
4. impossible is nothing
5. the lazy ask
6. utility or entertainment
7. promote the sh** out of it
8. nothing is ever done
johnst.com 7
8. 1
does the idea
come from
your
brand?
johnst.com 8
41. 1. does the idea come from your brand?
2. a box is a good thing
3. throw it to the lions
4. impossible is nothing
5. the lazy ask
6. utility or entertainment
7. promote the sh** out of it
8. nothing is ever done
johnst.com 41
Hi, I’m Mavis Huntley and I’m the Director of Digital Innovation over at john st. You may be wondering what exactly does that mean, but essentially I oversee any digital output from the agency and encourage trying new things by educating internally, our clients and part of my mandate is a continuous cycle of meeting production partners to see what’s happening in the industry. \n\njohn st. is a boutique agency in Toronto with appx 100 people working there. Some of our recent “sticky work” has been for WWF...\n
Their Earth Hour program and their National Sweater Day program where we had real Grannies call and remind you to turn down the heat.\n
Rethink Breast Cancer, Your Man Reminder. We’ve had a few million fews and thousands of downloads of that app. As you can see why\n
And finally a site for Mitsubshi’s electric car the iMiev\n\nSo over the next 45 or so I’ll take you through what we consider the 8 crucial steps for getting your idea to stick.\n
This is not my book, but as I was doing some research to back up my reasoning I found it. I was pleased to find out that these authors and I were on the same page...\n
What I am not pleased about is that they are probably millionaires and clearly I am not, especially when my points are clearly more clever than theirs.\n\n
For the next 45min or so I’ll explain that by taking you through these steps to guarantee your idea is a success\n
This is a no-brainer. No matter what media channel you are using, your idea should come from your brand. This is really important. It has to make sense coming from you. \n
Which is what was so great about the Skittles work that BBDO did last year...\n
it came right out of their “Touch. taste, believe, trust the rainbow, taste the rainbow” campaign. So even though it was an off the wall, unexpected idea, it came from their brand and consumers got it. \n
If you were briefed with, “ we need to sell more Tetley Infusions then Crystal Light” - can you imagine how that creative process would go? \n\nThe number of meetings to review work that wasn’t quite right. \n\nCan you imagine how successful that idea would be in the end? Not very. Because there’s no context, there’s no brand idea, there are no expectations set....\n
The job of a creative is to come up with a brilliant idea that will win awards, increase profits for the client ten-fold and have prospective clients knocking down the door of the agency. No big feat.... especially with this. \n\nThey are begging for some kind of “box”. An insight. \n\n\n
That’s why it’s imperative to have one of these at the table.\n\nThis is one of our strategists, Tammy. In case you are wondering why she’s sitting on the floor with a beer and a charger, she was at SXSW.\n\nThey can give you that insight, help create the box. Creative’s shouldn’t look at them as usability specialists who are going to make you increase the CTA. Look at them as someone who can make your idea win awards. Because they can. \n
In order to have a successful idea you need to share it with others AND actually incorporate their input. Because the general population does not think the exact same way as you. \n
(And I borrow this from Angus who in turn borrowed it from Trevor Beattie, CD of TBWA in London.) This is what we think of our ideas. they are our babies. they are beautiful and fragile and need tender care. They are attractive, adorable. And this is what clients think of our ideas:\n\n
Clients are scared of new ideas because they’re new. They are unfamiliar and as humans we distrust what we don’t know. \n\nSo how do you try and make your idea seem as unscary as possible, by letting others from the “outside” weigh in. Your Account lead will know what exactly about that spider that makes the client most uncomfortable, your producer can help validate the idea, your tech lead can add on some bells and whistles and so on and so fourth.\n\nThis way when you go to present to the client you can make your spider look like a baby but only if you...\n\n
Deliver the idea simply. No matter how complex it is, it must appear simple, easy to execute. This guy knew how to do just that. \n\nYou need to show them as much as possible to understand the idea, your thinking behind it, that you have shared it with others \n\nShow them how enthusiastic you are about it. Remember how you would feel if someone was trying to get you to spend your $$ and get you to recommend something to your boss. You want them to feel comfortable enough with your idea to do both. \n\n
You really can. Don’t be scared. Don’t think, “well why hasn’t someone else done this if it’s possible”? Just figure out how to do it. And if you’re paralyzed with fear don’t be afraid to ask for help. Talk to the experts, call on people you don’t think would ever answer your phone call, you’ll be surprised. \n\nFor example.\n
In 2010 we introduced “The Guy At Home In His Underwear" – an initiative in support of testicular cancer awareness, where survivor Mark McIntyre, aka “The Guy At Home In His Underwear", attempted to spend 25 straight days at home in his Stanfield’s skivvies. Live, on webcam, 24/7, for all to see, where viewers could encourage Mark and participate in the event.\nHere’s the overview...\n\n\n \n\n
\n\n \n\n
That makes it sound like we knew what we were doing, doesn’t it? But the truth is, GAH was a shared experiment with a very trusting collaborative client with whom we had a very good relationship. The truth is that on October 5th, the day before it launched, we were...\n
Which is not a bad thing. In fact, you should feel a bit scared because that probably means that you’re doing something new. \n\nWe didn’t know how many people would watch, if people would even care and if it would sell underwear.... \n\nuntil this happened...\n\n
And this happened....in 4 days. \n\nThankfully in the previous 9-months of selling and planning for this thing, we had been gaining trust around the idea with the client by exposing them to the creative development process, to the production process. Showing them “unperfect” things. Getting their input, their approval, and really listening to their feedback and implement some of it. A small concession can earn you a lot of trust.\n\n\n\n\n\n\n
This is the type of thing we exposed our client too when working through the details for GAH. We made sure they knew we were thinking of any possibility. By doing this the client “trusted” us to make decisions in real time without their approval. Within the world we work in now, it’s imperative to have this flexibility. \n\nSo to the audience it seemed seamless when we doubled the goal to $50,000. But you try asking a client for an additional $25,000 not even a week into the campaign - trust or no trust!\n
\n
It’s just what it sounds like. When evaluating what you are asking the consumer to do, think of your laziest, moochiest loving friend and how much they would do? Probably not much. So make sure that your ask is in line with your compensation. \n\nWe learned this lesson the hard way....\n\n
3 years ago we launched a campaign for BullFrog, “We Pay More For Energy”. We thought this would be huge. Social media was booming, brands were just starting to be transparent, so we thought how more transparent can you get them telling people they pay more for your product and supporting it? \n\nThese people were going to love to tell their friends that they had chosen to pay more for energy because it was the right thing to do. And what they were going to love more was creating a video and posting it to FB for the world to see. They didn’t. Think about the consumer who uses this product. They aren’t going to create a video or probably even know how. Bust.\n\n\n
Comscore says our average time on a page is 43 sec. If a tweet isn’t re-tweeted within 60 minutes it’s dead. Google quotes that every 1 sec delay there is in loading a page, conversion drops by 7%\n\nSo the consumer needs to be intrigued by you. You need to make them feel like you have made their lives better in some sort of fashion. It’s no longer about being a brand with a logo, a pretty ad - you have to offer them some type of utility or you be damn entertaining. \n\nI have 2 easy to grasp examples...\n
Google - highly utilitarian\n\n
Old Spice - highly entertaining\nWhat makes these great ideas is that they are both wrapped in a story...\nSelling to people doesn’t cut it anymore. They have more research tools then ever before at their fingertips so instead of letting them create their own story, create it for them.\n
Zellers came to us with their last budgets as Target was set to take over. A sensitive story for Canadians and employees of the chain. But at the end of the day they need to sell merchandise until that happens. So instead of ignoring the rumours, we used them. \n\nWe launched the Festive Finale with a message announcing that since Target was moving in, he was checking out and leaving the decisions up to someone else - Zellers employees and fans.\n\nFans used the FB page to control every aspect of the campaign - what was going on sale, instore music, and made the radio commercials themselves. The death of Zellers turned into a fun event that loyal fans could share. In 3months they grew their fan base by 84,000.\n\nNo one expected this of Zellers. They expected them to hide under a rock. \n\n
And my final point in this section is this. I can’t stress this enough. If you decide to implement one point in this presentation. Please let this be it. \n\nYou know those 43 seconds a person spends, if something doesn’t work. If there is a slight bit of confusion from the consumer on what to do next, you’ve lost them. \n
You could have the best idea in the world, but if nobody knows about it..it ain’t much of an idea is it? \n\nSo in order for your awesome idea to be heard, stimulate word of mouth and create a dialogue with loyal fans...you need commitment and a plan. \n\n\n\n\n
A great way to start is your own social networks. Don’t underestimate this group when starting to gather fans, especially ‘acquaintances’. \n\nYou know your family and friends will spread the word, so spend some time getting those just outside your inner circle to do the same; past employees, the barista you buy coffee from, etc. Remember, they might only have 53 followers, but one of them may be the editor at the New York Times.\n\nOnce you have an initial fan base, you need to continue to fuel the flame by creating some evangelists.\n\n
Similar to what the The Lovelocks are doing, a new female country band.\nIn full disclosure, Zoe one half of the band is an ex-digital strategist. \n\nThrough Facebook, The Lovelocks are involving their fans by posting rough demos for them to review, allowing them to vote on which songs to record and providing some insight into who they are through videos, pictures and posts.\nBy engaging fans in the journey, they are creating deeper connections with more loyalty towards their brand. Their fans will want to stick around to see how the story ends instead of just “liking” their FB page and leaving.\n\n
So how do you turn this audience into cold hard cash. \n\nThe Lovelocks needed to raise $30,000 to record their first EP. Using Rockethub. a crowd funding platform, they have tackled this by asking for money in phases ($5,000 to start) and clearly stating where that money is going. By doing this, fans see it as attainable and that their money will actually make a difference.\n\nFans want to feel appreciated and recognized for supporting brands. The Lovelocks reward donors with items such as digital copies of the EP or a video of the band singing the song of your choice. They also use Twitter and Facebook to personally thank people for their contributions.\nYou need to nurture relationships online just as you do in the real world. \n\nMake those you love feel special and they’ll return the favour.\n\n\n
Ideas are a live ever changing thing - just like a football game you need to have a playbook. You need to have a plan but you also need to have a plan for what happens when the plan changes. It will change. This way during the game, you can respond quickly and confidently.\n\n
In football, this is when the quarterback takes a look at the defense and changes the original play based on what the defence is doing. \n\nNo matter how much you plan or want things to go, at the end of the day it’s your consumer who is going to decide the path. You can guide them, but remember to give them what they want, what they are asking for. \n\nHas anyone seen Catvertising? It blew it up, bigger than we had imagined. People were asking for more, so here are a couple of audibles we called after launching it.\n