This Thursday night I went to see Matisyahu at the Congress Theatre.  It was the best concert I’ve been to.  He was brilliant.  He had a profound way of flowing musically and physically that made everyone in the room flow with him. This was particularly beautiful to experience because the crowd was the absolute most diverse group of people I have ever seen.

Matisyahu

Whether they relate to his background, style, voice or values, people of all walks of life like this young artist. A Hasidic Jew who is not only musically talented, Matisyahu is hot, young, a father, a family man, religious, real,  deep, cross-genre, and to boot, has a positive message.  This unexpected combination allows an enormous spectrum of people to connect to him.  Case in point, any variation or combination of any demographic that you can think of – age, race, ethnicity, style, class and color – was represented in the crowd that night.  It was refreshing.  It was inspiring.  It was real.

Classic ideas about diversity will soon be irrelevant.  As immigration, shared economies and technology tear down physical borders, major cities the world over are becoming increasingly diverse.  This has begun to spawn a new generation of children who are so intermixed that the traditional ideas of diversity (i.e. black, Chinese, Latino) lack meaning. Take my new son, for instance.  He is Serbian-Herzigovian-Cuban-Dominican-American.  What kind of ad do you think he will connect to?

The lesson to businesses and organizations?  If you want to connect to today’s audience in a credible way, you must forego the shortsighted act of nurturing cultural differences in favor of developing a message or value that all people can connect to.  (i.e. We ALL want to be loved, have peace, be better, etc.).

A traditional approach to diversity

A new approach to diversity inspired by Matisyahu

At the concert I had a vision of the future. Our tomorrow will not be defined by our differences but instead by our common ground.  Like Matisyahu the people, companies, organizations and leaders that define our future will not herald diversity as a cultural imperative – they’ll be a living representation of it. You will recognize them in that they will call us to a higher state of existence – one that can only be experienced when we look beyond diversity and accept a grander view of the world.

Tumblr is a microblogging site that has been gaining popularity thanks to its super simple interface that allows users to post and more importantly share posts of interest easily.   Many media outlets  have started to use Tumblr as a tool to gain visibility and new traffic to their sites and blogs. Newsweek pioneered the way with many others such as NPR, Huffington Post, & the Economist jumping on the Tumblr band wagon. These companies have all been using the site to post condensed content that redirects readers to their main blogs and/or websites. This has helped them attract a newer audience almost daily.

If your blog or website views are coming to a lull you may want to look into signing up. Keep in mind as great as Tumblr is, it isn’t for everyone. Organizations that cater to mass audiences versus B2B may find more benefits to Tumblr. If you do decide to give Tumblr a whirl here are a few tips:

• Your Tumblr posts should be related to the content on your main site but not as intense.
• Try following Tumblr pages with similar content as yours.
• The more people you interact with on Tumblr the more people will interact with you (ensuring higher visibility to your brand and message.)

Following these simple guidelines and maybe Tumblr can have the blog views rolling in.

As you know from my MakersMark post, I always pay attention to billboards. When I first saw this ad the first thing that came to my mind was “There is nothing natural about this picture.” I can see where Skyy vodka made their mistake. I am assuming they thought to themselves cocktails are very sleek and upscale. I’m sure they wanted a person who embodied those characteristics and being ginger-infused vodka using a “ginger” model only makes sense. I mean after all when you think of a glamorous red head the first person in everyone’s mind is the Gilligan’s island character Ginger; it seems like a no-brainer. The problem is there is a disconnect between the messaging and the image. Yes Ginger was a glamorous character but she was also incredibly superficial.

I feel the smarter solution would have been to capitalize on the natural/organic/eco green wave everyone is riding right now. I would’ve created something more along the lines of having a more carefree yet still elegant looking red head model in evening wear that was made of leaves. I mean what better way to merge classy elegance with all natural than take the little black dress and turn it into a little green gown. A solution more along these lines would have:

1. Connected the tagline to the image
2. Kept the integrity of the brand while still incorporating the current natural and eco friendly trend.

When an idea is consistently communicated (verbally AND visually) you have a better chance of getting your message across.

Being that I’m a PC user and that I have a Droid phone any devoted Apple fan reading this is probably saying “She just doesn’t get it.” Perhaps it is the age old PC versus Mac battle that prohibits me from running to Apple’s website every time they drop a new product. Despite my tech preferences, working at a company that focuses on strategy & communications means I definitely have noticed that Apple does a fantastic job at creating buzz for their brand. I think a huge part of the company’s success is their clean design and sleek communications. Everything from their website, to their television ads, down to their packaging is always consistent and simple. Like I stated before the Iphone4 is just a cell phone but Apple makes us feel like it is a part of life as we know it. It doesn’t just have longer battery life; it has longer battery life so we can talk to our grandmothers longer. The phone doesn’t just shoot HD movies; it vividly captures your child’s first steps.

You don’t have to be selling an expensive high tech gadget to get people talking about your brand. Take into consideration banks.  They all do the same thing and give or take, offer the same services.  With campaigns geared towards the convenience of having the most ATMs available across the U.S. or telling us how savings accounts are how dreams start, banks are also selling us lifestyle versus financial services.

Whether it’s a new product or service you are launching just remember using strategic marketing geared towards your targets lifestyle and pairing it with beautiful design will always get you good buzz.

Hire Professionals! – Probably the number one step people feel they can bypass is hiring professionals to help them launch their brand. Most people avoid this step because they want to keep cost low. At first consultant fees may seem like a pretty penny but in actuality the money you will spend hiring experts is nothing compared to the money you could potentially lose by blindly going into a new venture. I recommend you seek out someone who can help you with the strategy of your launch as well as someone who can help with the look of your brand. In fact save yourself the hassle and hire a company that can do both!

Know your competition- Almost every wonderful idea you can think of belonged to someone else 5 minutes ago.  Competition is everywhere and it’s important to know whether you stand a chance in your market or not.  Research is critical in order to create a smart plan that stands out.

Strategic planning is your friend – Take your time to develop a thorough strategic plan. Most launches fail because the people behind them never bothered to create a plan. It’s easy to get caught up in the excitement of a great idea which can sometimes lead to off-the-cuff decisions. Just remember all buried treasures require a map to get to them.

Baby steps- If your idea or product is as good as you think it is what’s the rush? There is no need to make a full investment right out the gate. A soft launch or test run to see how your new brand fares in low stakes situation will save you and your wallet from any unexpected curve balls.

Time to assess – Once you have taken all the above mentioned steps take a step back and assess what you have learned. If people are raving about your soft launch it’s a good time to start making a significant investment into your brand. Did your test run fizzle? Perhaps it’s time to tweak a few things and go for a round two.

Launching a brand can seem a little overwhelming but a good idea paired with a good plan is always a success.

We are in the business of communications and strategy and every day we work hard for our clients. We always try to give them great service, because we know that good customer service translates into good relationships. If we are a pleasure to work with, clients will remember this and want to work with us again and will hopefully also recommend us to others.

Here are some ways to play well with your clients:

1. Establish clear communication early: Communication is going to make or break your relationship. For any project, it is important to have clear expectations of the outcome of the project so that both you and your client are on the same page. Figure out what is the preferred method of communication with your client, whether it is by phone, email or face-to-face and keep the communication constant and fluid so that there are no questionable gaps of time. Establish a good rapport with your client and get to know them. This can spark future conversations and connections to them which is always value added.

2. Listen: Asking questions and listening to what your client needs, wants, and expects is key. Translating these into captured meeting notes and goals for the project is an effective way to show to your client that you are listening. Don’t be afraid to make sure that what was noted is what they meant or ask for any kind of clarification. It is in the client’s best interest that you have a clear understanding of everything.

3. Delivery: It is our job to know what is expected and also our goal to exceed expectations by delivering great work in a professional and timely manner. Presentation of work should always include your logo and branding, and a thoughtful explanation of the concept and process. It is a nice building block to help the client understand where you are coming from instead of expecting them to understand everything.

4. Feedback: Clients feedback varies, sometimes you hit the mark and other times you don’t. In this case, you need to bounce back and not let it bring you down. Talk with your client, accept any criticism they may have and if need be go back to the drawing board with them and try to brainstorm new ideas. Chances are the collaboration will yield a better solution overall. Showing that you are flexible and nimble makes the process less frustrating on both of you

5. Follow up: Sending a thoughtful email or note after meeting someone or finishing a project. It is a good way to stick in people’s minds for future work.

The ad is part of the new anti-smoking campaign from the city’s health department showing shocking photography of exactly what smoking does to your body. This is not the first time the health department has taken this type of controversial approach. Last year the NYC health department had advertisements warning of the health risks of soda. The ads depicted soda bottles filled with body fat being poured into drinking glasses. New York also has free condoms available at stores through out the city to promote safe sex. A lot of people think these sort of initiatives are vulgar but I find them not only refreshing but totally appropriate. New York is known for being this sort of gritty and real city. Deemed the city that never sleeps, everyone in NY is always on the go and in hurry. New Yorkers get a bad wrap for being “mean” but in actuality they are just so on the move they don’t have time for unnecessary pleasantries and small talk. A feel good wordy advertisement would be totally wasted on this fast-paced community.

Here at Blue Daring we really value information consumption. We think it is important to understand your target audience and deliver your message in a consumable way that resonates with them. The NYC Health department presented a real in-your-face ad approach to a real in-your-face city. Would this campaign work in a small middle-of-nowhere town? Fuggedaboutit no chance. But it is right at home in New York. Knowing your audience and adapting to their tone and lifestyle is a sure fire way to have a successful campaign.

NY ANTI SMOKING POSTER

In the past Maker’s Mark advertising has been consistent with the look and feel of the product — a very classic, refined and exquisite spirit. They usually pair their classic image with tongue-in-cheek copy to keep it current, modern, and with the times. While out and about our president Melissa noticed this new billboard and snapped this photo with her cell phone.

This ad is a prime example of a company trying to keep up with changing trends but losing their brand consistency in doing so. Simply slapping what appears to be a cut-and-paste friend request button onto an existing company stock photo not only lacks creativity but weakens the company’s brand. If I could give this ad a makeover I would love to see a picture of someone serving a Maker’s Mark cocktail and copy along the lines of “Watch the friends start pouring in.” with a URL to their social networking site.

It is important to be conscience of the delicate balance between current trends and your brand’s integrity. I commend this company for including social media into their marketing approach but what looks like a lack of strategy and creativity has left them with an ad that has missed the mark.

Traditional networking sites are a great venue for social media marketing but there are also other sites that are a bit more dynamic and can enhance your organization’s social media strategy. For example using Youtube can really enhance your social media plan. Youtube allows you to upload short videos and share them with your network and the web. Making a little video update and incorporating it into your company’s e-newsletter will make it stand out from the text-only newsletters in everyone’s inbox. Another social media tool that businesses often overlook is Flickr. Flickr is a photo hosting and social networking website. This approach seems the trickiest for businesses but it is very simple. Think of your organization’s products and/or services. Than go out take and upload pictures that showcase or directly apply to those products and/or services. The trick here is to take advantage of the tag options. Tagging your pictures with relevant keywords will make them pop up in search engines. Be sure to make your Flickr name your company’s URL so when these pictures do come up in web searches people’s curiosity will lead them to your website.

The beauty of these alternative social media options is both of them are easily integrated into your current social networking sites or official website. These creative approaches to social media will set you apart from other organizations and give your target audience yet another opportunity to get to know you.

Immediately my first thought was “it is too cold to have these poor employees out here on the street.” My next thought was “this is a terrible marketing campaign.” I could easily think of a few reasons why it was not an effective plan.

1.There is no way to track the campaign’s success
The employees who are out in the street do nothing but simply dance around and hold up the mentioned sign. Lawrence & Western is a busy intersection so when a car honks there is no real way of telling if it was because of traffic or whether they truly love Liberty Tax Services.

2. There is no strong call to action
Liberty Tax Services committed a common mistake which is to roll out what they think is a great campaign with no call to action. Let’s say someone in their car was driving by and loved the idea of the dancing Statue of Liberty. They honk their horn and drive off smiling. What if that person went home and wanted to know more about the company behind this campaign? How would they find you with no URL or phone number on your sign?

3. A single layer campaign
The Statue of Liberties focus all their energy on shaking their signs and trying to get the attention of people in their cars. Several mornings I have found myself standing shoulder to shoulder with one of these employees waiting for the traffic light to change. There currently is no interaction with pedestrians. Having a handout for foot traffic would cover all bases and get them better results.

Had the good people of Liberty Tax Services taken the time to map out a strategic AND creative marketing campaign they could have had wonderful results. Granted some could argue their goal was merely to get noticed. To that I say well done and congratulations! You just got featured in my blog!