Harvest the Fruits: Integrating Social Media and Email
Think of sugar snap peas and you can’t help but think about the sweet peas resting inside a sometimes stringy and starchy pod. In biological terms, one can’t function effectively without the other. The pod cradles the growing peas and nurtures them until they can disperse and be fruitful in the world (yes, pun intended), making more little pea plants that will in turn make more duo teams of peas and pods.
The pod is useless if it doesn’t have peas to nurture, and the peas can’t survive without the pod. For one to function, it must have the other. Strengthening and nurturing both will grow stronger plants.
And so goes the relationship of social media and email. In this day and age, you can’t really do without the other. Email is your peas and social media is your pod. Or if you hate your email box, assume the opposite and you’re nurturing the little fruits of social labor with the reminder and information carrier that is email.
A mother and her late teenage son meandered into the baking aisle the other day and I couldn’t help but eavesdrop on their conversation as I was perusing the spice rack:
Mom: (hands full) “Hey, will you read me that recipe card and tell me how much flour we need?”
Kid: (furrowed brow) “Yeah, I would, but I’m not sure what hashtag flour means.”
Ha! Hashtag flour. I could hardly suppress my giggles as I booked it to the next aisle to avoid making a scene. But once the guffaws subsided, I was struck by the purely honest way that the pound symbol was no longer meaningful to him in any way but in terms of social media.
Not that long ago, companies could build a brand’s reputation into a Mad Men daydream by culminating a team of skilled public relations reps who packaged well-crafted words with impressionable images and sold it to the masses. The brand was consequently devoured based on appeal, and the most challenging aspect was simply creating a flashier campaign than the competition.
We live in a world bursting at the seams with glutinous, sugar-frosted goodness and downright saturated with caffeinated beverages. Yet somehow Voodoo Doughnuts and Red Bull make their marketing voices heard over the seething cacophony of their competitors. While an obligatory tip-of-the-hat goes out to (what I find to be) the deliciousness of one of those donut shaped sugar bombs and the OG card held by Red Bull, these companies stand heads above the rest because they aren’t afraid to own their market.
Millennials have quickly become the most prized generation for marketing and advertising agencies, but can be challenging to understand. With over 79 million Americans between the ages of 16 and 34, Millennials now make up more than a quarter of the population. They will outsize their Baby Boomer parents as the nation’s largest living generation in 2015 with 79.2 million at their peak. As the lowest age bracket of the generation hits adulthood while the oldest are settling down to buy homes and raise families, all eyes are on their consumer behaviors.
Millennials: All eyes are on their consumer behavior (Photo by Ryan McGuire)
We’re thrilled to welcome Elle Ossello to the garage as Copywriter.
Colorado born and raised, Elle spent her first 18 years running around the Rockies before packing up and shipping off to Gonzaga University to pursue a B.A. in Philosophy and Spanish. After achieving a degree and getting kicked off campus with the rest of her tassled compadres, she put her degree to good use: as a raft guide on the Deschutes. It wasn’t long before the allure of the magical Columbia River Gorge overtook Elle and she decided to put down some roots!
Online advertising is alive & well. And Nike knows how to leverage this medium to gain share of voice in the consumer’s eye. While most brands focus primarily on the media to develop awareness, Nike understands the importance of impression in the digital retail environment.
Just stop and think about this for a minute. A consumer in a media environment is there to learn, research, be entertained. The banner ad impression here has value, yes. But that same potential customer on a retail website is engaged and ready to buy.
Sadly, the potential ROI on retail advertising campaigns is something often over-looked by many brands. That said, with the right approach and resources, it doesn’t have to be. Here are a few of the fundamentals.
As a creative-led ad shop, we crave strong visual assets. And when only the best creative in the industry is acceptable by the world’s leading apparel and footwear brand, an assets-first mentality rules the fairway. The retail marketing team is setup for success with an arsenal of razor-sharp athlete & product photography to work with. We are happy.
On a breezy, hot Saturday afternoon kicking off the month of June, 11 local companies and organizations gathered for the unprecedented ‘Largest Archery Tag Tournament’ on the west coast to benefit Big Brothers Big Sisters of the Columbia Gorge. It all happened here in Hood River at the Waterfront Park and Blue Collar was there to revel in all the glory.
Now, we don’t know if that ambitious statement is actually true since archery tag, a cross between dodgeball, archery, and capture-the-flag is a relatively new and unknown sport, and it was all for charity anyway, but we’re going to roll with Global Session’s claims and wave that flag high.
Amidst the endless stream of advertisements cascading through a staggering number of channels, it can be overwhelming to attempt to set your brand apart. We have suggested that it derives from the power of custom assets in a previous post. Though, what can be more important to your brand’s enduring success is persuading customers to be proponents of your brand for the long term after you’ve managed to nab their attention. This starts with a solid product, but a serious cut-the-crap customer service experience can give your brand the traction it needs to pull your customers aboard for the long haul.
A well-crafted, single marketing endeavor can feel to us like a pebble dropped into a placid lake—the ripple effect can be a momentous one; the reach can go far beyond the initial energy it took to let the pebble leave your hand.
That’s not to say that there wasn’t a huge amount of effort that went into beachcombing for that perfect pebble. But let’s not stretch that metaphor too far. The point is, even an excellent product can fall short without the right assets that represent and differentiate your brand. In a recent post we nod to the power of custom assets and discuss why they are imperative to not only crafting memorable, effective advertising but for also earning enduring credibility.
We worked with Portland photographer, Nicolle Clemetson, this spring to create beautiful custom imagery for Sigma Photo.