This weekend, The Brand Chef traded in the ‘ol toque blanche for something closer to a mortarboard. I just returned form a weekend seminar hosted by The Agency Management Roundtable on the workings and strategic approach to building an interactive agency. As promised, (via Twitter) I wanted to give everyone a sweeping update of how it went.

Considering I was somewhat disconnected (my hotel didn’t have working wireless), I found the seminars to be greatly reassuring and informative all at once. There were things that we discussed that, thankfully, are already being done. And then there were things that opened my eyes to huge potential for agencies and for our clients.

Here is a quick list of 10 Takeaways from the weekend (as outlined in the seminar overview):

1. Become an avid user of interactive: Generally a given, but if you use interactive to further educate yourself and stay up-to-date on emerging technologies and social tools; you’ll be even more prepared to strategize those ideas into profits for you and your clients.

2. Realize that online initiatives DO build brands: With interactive and social media growth, as marketers, we have less and less control of our (and our clients’) brands from day-to-day. Identify ways that your agency can become “Brand Stewards” for your clients.

3. Create a dedicated Interactive department – no matter how limited: Whether that’s simply assigning one person to become “Interactive Strategist,” you need to commit the staff and the time. Evaluate, promote, hire – however you approach it, make sure that person is right for the job.

4. Take the first step - test an interactive marketing plan on a past/current client: Once you have the resources to back up the plan, present it with confidence.

5. Pick from the “low hanging fruit” a project that sets the ball in motion: Create a “limited” interactive plan for a client to fit within a campaign you’re already executing. Build experience and confidence with baby steps.

6. Rethink your Public Relations department: PR professionals have a huge opportunity to utilize the social media landscape. Use blogs, etc. to spread the story.

7. Rethink your Media department: Traditional media (T.V., Radio, Print) can (and should) be augmented with online advertising. And don’t fall into the “banner ad” rut. Innovate your solutions with sponsorships, contextual advertising, etc.

8. Stop pricing what you don’t know: Create a process for interactive. Don’t just package “a Website” and sell it to anyone. There’s a LOT of money being left on the table if you don’t plan, work through a system and strategically build from the ground up. psssst… Brand your process…

9. Set up a standard for measuring your interactive initiatives: Basically, you need to prove what you’re providing garners results. That measurement can be as basic as Google Analytics or something more complex. But don’t just measure clicks or impressions… make a call-to-action that’s trackable… then report and change to improve.

10. If budget is a concern, partner-up: So you may not be able to build the perfect Interactive department today? The answer can be as simple as partnering with the right person(s). Be litigious, be wise, be the advocate for your clients’ brands. And watch them grow.

Basically, what I learned from this weekend was interactive media is a force. If, as an agency / company / individual, you don’t embrace what change is happening, you’re going to be left behind.

“If you don’t like changes, you’re going to like irrelevance even less.”
General Eric Shinseki, Chief of Staff, U.S. Army

Let’s move this conversation forward. Are you ready to embrace interactive? Or have you just been sticking your toe into the water (or worse – head in the sand)? Has your agency / company taken interactive to the next level (whatever that level may be)? Because, after all, isn’t conversation interactive?

Thanks to SiteWire for the information and their fantastic presentation.

Keep Cooking!
Andrew B. Clark
The Brand Chef

I have some fellow bloggers (Angela and Mike) that are big… no… HUGE advocates for the use of advanced technology in the classroom. They counsel and coach educators, businesses, boards, parents and just about anyone that will listen on the advantages of learning through advanced technology - kind of like a “School 2.0.”

I read their blogs daily. I follow them on Twitter (@AngelaMaiers and @mikesansone). Basically, I (stalk) aspire to be like them - both personally and professionally. They have passion. They have a drive that is unmatched. And their commitment to furthering education and literacy has been nothing less than inspiring.

So… That’s pretty much where my appreciation of their efforts stopped… Until this morning.

For the last three weeks, my daughter’s 8th grade Wellness class at Carlisle Middle School has been working on PSAs for Alcohol abuse/education. They were given the opportunity to create a print ad, an outdoor display ad, or a 5 minute video for their PSA.

Now, of course, being a print designer at heart, I would have chosen the print ad or outdoor display - also because they just sounded easier. But, my daughter and her friends decided to grab gauntlet and throw it down… And boy did they… Madison revealed the video (also created into a DVD for the class) to our family this morning.

Check this out.

…cool huh? (beaming dad) I think they had fun…

So, why the huge hat tip to Angela and Mike? Because, along with Carlisle’s teachers and staff, they get it.

Education needs to keep up with technology and utilize the advancements that are available to students to create an acutely aware, well educated and technologically advanced society. This is our future.

Could I have done this when I was in 8th grade? Heck no. I could barely button my coat. But through people like Angela and Mike, and the staff at Carlisle, as well as other schools around the nation; our children have the potential to change the way the world communicates… thinks… interacts… lives.

I’m impressed with all of you and I just wanted to say “Thanks” and brag on my baby for a little bit…

God bless.

Keep cooking!
Andrew B. Clark
- The Brand Chef

A slow, steady simmer will always result better, infused flavor and richness over thrusting your meal into a white-hot, roaring flame (think 5-star restaurant vs. campfire jamboree).

The same theory applies to your marketing program. If your marketing budget goes up in smoke because you tried to “sear” the message all in one, white-hot burst, you’ll have nothing to build from. Turn the flame down. Add flavor… Slowly. Add spice… Logically. Make it something they’re going to crave. Make it something they’re going to savor. And make it something that they’ll come back for, because they can’t get it anywhere else.

Your marketing program, like a good recipe, requires methodical patience and originality. Treat your audience like they’ve never heard of you before. Introduce yourself - your brand – your flavor. Introduce your product/service. Then do it again… and again… and again, folding in unique flavors until they understand and take action. But do it slowly or you’re bound to get burned.

Food for thought…

Keep Cooking!
Andrew B. Clark
The Brand Chef

Over the years, I’ve seen some incredibly successful marketing campaigns and some pretty dismal ones. Two questions I’m continually asked are: “What works?” and, conversely, “What doesn’t?”

My answer is usually something along the lines of “It depends,” which is usually followed by the ubiquitous blank stare… Sorry, but it’s the truth.

I can’t give you one sure-fire solution for marketing success. And no credible marketer/branding agent/advertising professional worth their salt would offer you a blanket success solution like that.

But, from experience, I can point out some marketing foibles and pitfalls you should avoid… And being “The Brand Chef,” they’re provided in a rewarding baker’s dozen for easy consumption.

Enjoy!

1. Not “Speaking the audience’s language” — What the heck does “improved focal resolution and light reciprocity control” mean? I just want a better lens for my camera.
2. Holding on to the “If you build it, they will come” misconception — If you have a brilliant product/service, you’ll probably need to let someone know about it… (Darn that Kevin Costner)
3. Misunderstanding the target audience — A direct mail campaign for your new accounting software is being sent to the human resources department? C’mon.
4. Not being truthful to your brand — The truth shall set you free… If you can do it, make it painfully obvious to everyone. Conversely, if you can’t do it, it will be painfully obvious.
5. Marketing function over benefit — It’s not about what you can do. It’s about what you can do FOR ME!
6. Not providing a compelling “Call to action” — Fact sheets, outlines, data and the sort won’t make me WANT your product or service. Give me a reason to WANT.
7. Not positioning your brand as Unique — If you don’t make it clear how you’re different, then you’re just a commodity and I’ll shop based on price.
8. Not targeting the decision-maker — See #3… The HR manager may LOVE the software, but who cares?
9. Underestimating the resources needed for an effective campaign — I hate it, but the old adage “It takes money to make money” is true. Your investment in your marketing should reflect your expectations… Which leads to #10…
10. Unrealistic expectations — If you have a champagne and caviar dreams, you’d better not use a beer and pretzels budget.
11. Not tracking results with the expectation of making changes based on the findings — Research, plan, apply, follow-up, research again… If you’re not changing with the program, then you’re standing still.
12. Not having a defined plan — Don’t take the journey unless you have a map. Otherwise, guaranteed, you’re going to get lost.
13. Trying to “Do It Yourself” — I don’t do my own dental work, so why do some companies insist on doing their own marketing? For God’s sake, trust the professionals.

While the above points just scratch the surface; by avoiding these pitfalls, you’ll be well on your way to making wiser, more deliberate marketing and communications decisions. Sure, your base ingredients should remain the same. TRUE. If you have a recipe based on True, Relevant, Unique and Engaging criteria, the rest of the ingredients can be folded in to create marketing and communications efforts that garner TRUE results.

Bon Appétit

Keep Cooking!
Andrew B. Clark
- The Brand Chef