1986 - 2013
27
Y E A R S O F S E R V I C E
MARKETING Newspaper
Vol. 26 No. 282
Your Better-Than-Ever B2B Connection
Sept./Oct. 2013
Reactions To Two Game-Changing Moves Ad Biz Gurus Comment On Huge Merger
So, what do local advertising-industry leaders think of the merger of New Yorkbased Omincom and Paris-based Publicis to create the world’s largest advertising holding company? The new Publicis Omnicom Group had combined revenues of $22.7 billion in 2012. Omnicom CEO John Wren and Publicis CEO Maurice Levy will be co-chief execs. The move also marries Omnicom’s BBDO Worldwide, TBWA Worldwide and DDB Worldwide with Publicis’ Saatchi & Saatchi and Leo Burnett. The new company will have more than 130,000 employees, MARKETING asked more than a dozen Merger • 17
Al Jazeera Hires Veteran Anchor Alan Schauffler
Allen Schauffler, a 21-year on air veteran of KING 5, had joined the new Seattle bureau of Al Jazeera that launched Aug. 20 with 24-hour news programming. Schauffler was a popular weekend news anchor, host of KING’s Inside Politics and the go-to guy for Olympics coverage. Seattle is one of 12 new U.S. bureaus of the Qatar-based network. The other cities are Dallas, Denver, Los Angeles, Nashville, Miami, San Francisco, New Orleans, Detroit, Chicago, Washington, D.C. and NewYork City. The Seattle Times’ Erik Lacitis reported that Schauffler said he know’s he’ll have his work cut out for him, especially when he’s out there in wheat country for a story and introduces himself with a business card Schauffler • 16
Insights Into Bezos-Owned Post’s Future
Ad Age Honors WDCW & Copacino+Fujikado
Advertising Age has recognized WDCW (formerly WongDoody) as Small Agency of the Year (76-150 employees) and Copacino+Fujikado as Small Agency of the Year: Northwest Region. At left are Tracy Wong, Ken Wheaton of Ad Age, Ben Weiner, Pat Doody and Rupal Parekh of Ad Age. At right are C+F’s “Fab 5.” from left, Mike Hayward, Betti Fujikado, Tim O’Mara, Brandy O’Briant and Jim Copacino. See story on Page 20.
Rebranding The Fair By Dan Japhet The venerable Puyallup Fair is enjoying its 113th run from Sept. 6 through 22 under a new name that was five years in the making: The Washington State Fair. In the face of declining attendance, the Fair board of directors had two choices: downsize the brand or reposition it for growth. After five years of discussion and research, it chose the latter path, with the goal of broadening the appeal of the Fair,
both demographically and geographically, so that it became relevant to a larger number of people. The event-driven branding strategy of the past had some positive results, with 56% of metro-area households saying they had attended the Fair in the past five years. But people weren’t coming as frequently as they had before. And the King County percentage of total Fair • 16
Take ‘Paperbuttons’ Test
As a MARKETING reader, you know Paperbuttons 2.0 is the popular new app that has turned any barcode, even UPC codes, into a frictionless social-sharing button for print, packaging and events. Now Paperbuttons can do the same with QR codes—better than any other scanner out there. Here’s a test. Use any QR code app and scan the QR code at right.You’ll open a browser to this article. Then try and share it on Facebook. Now—download Paperbuttons from the app store (iPhone or Android) and when it launches, toggle the Facebook icon to the
“ON” or “Share” position. “Press” the QR code at left to share this article on Facebook, send via email or save to your own files. As soon as the phone vibrates, the article is posted. See the difference? A majority of articles in this issue also have Paperbuttons appended, allowing you to easily share with friends or save to your files. Buttons • 16 Get a jump on your fall marketing during our
"
He did what? That was the reaction of many to the news that Amazon founder Jeff Bezos had purchased the venerable Washington Post and several of its smaller newspapers for $250 million. Local observers had a range of reactions to the move when asked by MARKETING to comment on what it might mean for the future of the Post, as well as the newspapers industry in general. Gloria Fletcher, president of Sound Publishing, which purchased The Everett Herald from The Washington Post Co. earlier this year, said, “I think it’s great! Bezos’ purchase of the Post should renew Bezos • 17
PPI ‘Printlandia’ Conference Set Oct. 4th To 6th
The PPI Association’s 2013 annual conference—“Printlandia”—will be located on the scenic Kirkland waterfront in The Woodmark Hotal and Spa from Oct. 4 to 6. The “Ink & Beyond” theme recognizes the changes that traditional print communications and manufacturing have experienced over the past 15 years, according to PPI executive director Jules Van Sant. “We’ve loaded the weekend with inspiration, conversation and research to help prepare a roadmap for future growth opportunities and profits,” she said. The weekend begins Friday afternoon with a “Wine Down in Washington” networking stroll through the Woodinville wine district. Constructive Cocktails and PPI • 16
Fal l "
"
10% OFF any print style
SEATTLE, WA Permit No. 1578
PAID
See ad on pages 12 & 13
PRSRT STD U.S. POSTAGE
206 343 0942 1130 NW 53rd Street, Seattle, WA 98107
www.nikkomedia.com
Bus-Ad Battleground...
MARKETINGnw.com • September/October 2013 • Page 2
Have you noticed that advertising on the sides of King County Metro buses has become a popular and growing battleground for groups with differing political views? I spent 16 years supervising bus advertising for the former King County Metro in the ’70s and ’80s and never encountered one complaint about the content of advertising either outside or inside the buses in the fleet. But times have changed. The latest issue involved the inclusion of autism in a campaign concerning “diseases” combatted by the Seattle Children’s Research Institute. The ad also mentioned cancer and diabetes. Inclusion of autism in the ad provoked an immediate response from an Autistic Self Advocacy Network spokesperson who said, “[Autism] is not a mindless, faceless disease or an illness, but a disability.” The ads were promptly pulled from the buses and the word “autism” was removed from other elements of the Copacino+Fujikado-created campaign, including print, radio and online, according to Seattle Children’s marketing director Katharine Fitzgerald. This is just the latest in a series of skirmishes about what kinds of messages will be allowed in local bus advertising. In May, Washington Ceasefire attempted to purchase 250 ads on Community Transit buses asking people to “think twice about having a gun in your home.” But the buy was rejected as the result of a new Snohomish County policy banning ads involving social issues. In January, King County Metro accepted anti-Israeli bus ads sponsored by the Seattle Mideast Awareness Campaign, an anti-Israel group. This led to what has been termed “dueling ads” with the placement in mid-July of ads on six Metro buses saying the government of the Palestinian West Bank is “calling for a Jew-free state,” and asking for “Equal rights for Jews,” placed by a NewYork-based pro-Israel group, according to The Seattle Times. And you may remember that King County rejected relatively tame “Buy American” and “Shop Locally” ads, proposed by TAP America, a Seattle-based non-profit, back in late 2011 as “too political!” The folks at Titan Outdoor, which holds the contract to sell advertising on King County Metro and Community Transit buses, as you might expect, are reluctant to comment on the situation. The point here is that bus-advertising is a medium unfairly—it seems to me—under siege. It is, however, an illustration of the dominance of single-issue politics in today’s society. And where better to drive the message home? —LC
Art Of The Issue: Throughout August, members of the community could turn the Pacific Science Center’s signature arches the colors of their choice for either an hour or an entire night in support of the 50 for 50th Future Ready Campaign to raise $50 million to fund renovations and expand programs to keep PSC on the leading edge of science and technology education for the next five decades. To date, more than $30 million has been raised.
‘Paperbuttons’ MARKETING Download the free Paperbuttons app for send share save iPhone and Android now to save and share select stories in this issue via Facebook or email. For more information on paperbuttons, email Melissa Coffman at mcoffman@paperbuttons.com.
Larry Coffman • Melissa Coffman Publisher Assoc. Publisher
MARKETING is a 1986 copyright© publication of MANE/MARKETING Inc., with offices at 13901 NE 175th St., Ste. M, Woodinville, WA, 98072. Phone 425-487-9111/FAX 425-487-3158/e-mail larrycoffman@frontier.com. Opinions of contributing writers are not necessarily those of the publication.
N E W S M A K E R S
Sinno Karen Olson is the new VP/ marketing for the Space Needle and Chilhuly Garden and Glass. She was a marketing consultant for T-Mobile and Microsoft and past president of BuzzBee, a strategic marketing firm... Electric Pen has hired Rima Sinno as creative direcor. In her 20-year career she has worked for blue-ribbon clients like Universal Pictures, Cadillac/Lincoln and Nordstrom... Michelle Anderson, with a background in creative services, sporting goods and non-profits, has joiuned Phinney Bischoff as director of strategic marketing... Michelle Hege is the
Anderson
Hege
Mortera
Song
Bains
Fryer
Blake
Vander Meulen
new president and CEO of Spokane-based Desautel Hege Communications. She was the first employee hired in 1998 by founding partners Jim and Cher Desautel and, as Cher said, “We knew from day one she’d someday be running the place”... Frause has hired Steffanie Mortera and Alisa Song as assistant account execs. Both were previous interns at Frause and are from the graduating class of 2013, Mortera from Seattle U. and Song from the UW. Frause also has hired Kelliann Amico, a 28-year PR veteran, as director of its Portland office... Rob McNair-Huff, formerly with the City of Tacoma, has been hired as a JayRay advisor to business, non-profits and government on communications marketing opportunities...
Digital Kitchen has named Bhu Bains as an account director in its Seattle office. She comes from LiveAreaLabs and was with Wunderman Seattle prior to that... Alex Fryer has joined The Fearey Group as an account supervisor. Prior to joining Fearey, he owned and operated his namesake communications consulting firm... Marsha Rambert is the new director of marketing and communications for the Washington State Convention Center... Jim Richmond has joined Titan Outdoor Seattle as a manager. He comes with more than 24 years’ experience in radio sales and management, most recently as director of sales for Clear Channel Radio Seattle... Frank Unlimited has hired Nick Hunt as director of clients
services, replacing Dave Abrass, who moves to the new position of director of business development... Spokanebased Magner Sanborn has hired Karmen Blake, previously with Apple, as a senior solutions architect, and Nicole Vander Meulen, most recently with The CashLINQ Group, as a content strategies... Hey has hired Anastacia Snyder as an account manager, responsible for the oversight of multiple projects... Leopold Ketel in Portland has promoted Stephanie Howe to account manager and added Renee Wilkinson as a media strategist. Howe joined the agency in 2012 as an account coordinator... DNA Newsmakers • 20
Amico
Richmond
Snyder
McNair-Huff
Hunt
Howe
Kids at play.
Even The Bosses Have Fun Around Here! A Love for Beautiful Printing + The Best Work Ethic EVER = Litho Craft
design print mail
we do it all.
S e a t t l e ’s C o l o r P r i n t e r ™
206.789.7151
www.lithocraft.com
MARKETINGnw.com • September/October 2013 • Page 3
Olson
THIS SUMMER, WE ADVANCED BRAIN RESEARCH. WON AN AD AGE SMALL AGENCY OF THE YEAR AWARD. AND PISSED OFF THE WORLD’S BIGGEST ADVERTISING COMPANY.
SMALL
AGENCY OF
THE YEAR NORTHWEST
MARKETINGnw.com • September/October 2013 • Page 4
Whether we’re branding a global research initiative (1mind4research.org) or teasing OmniPub, there’s never a dull moment at C+F.
COPA 8525 Copa Ad_MktgMag.indd 1
8/23/13 3:48 PM
‘MARKETING IMMORTALS’ Inductees Jann Blackbourn
Tim Girvin
Jann Blackbourn’s sales career began as a teenager selling Seafair pins in downtown Seattle to businessmen in the financial district. After graduation from Roosevelt High School, she went on to the University of Washington, putting herself through college with a job (sales of course) in women’s clothing at the University Bookstore. As a 1974 graduate in Art Education, rather than accepting an assistant buyer position in cosmetics as the Bookstore, she joined Washington Transit Advertising (WTA) for what she thought would be something to do until she found a job in education. That “something to do” turned into a successful 27-year career in transit advertising. In 1975, she married Steve, her college sweetheart, and in 1984 son Ryan was born. In 1986, Jann teamed with her co-worker and close friend Sue Bolduc to purchase WTA from Bob Morgan and John Backstrom. Together they grew WTA into the largest women-owned media company in the state, with offices in Seattle, Tacoma and Spokane. And, while setting advertising revenue records for 12 Washington State transit agencies, they never forgot to give back to the local community. At the urging of their friend and advisor Bob Gogerty of Gogerty Marriott, they formalized their community
Tim Girvin, the founder and chief creative officer of GIRVIN, Inc., is recognized internationally as a designer, writer, illustrator, photographer and calligrapher. He has spoken all over the world on strategic planning, brand development and design integration and brand and story development for retail identity. His focus is fulfilling emotional and holistic sensory content in dimensional marketing to international audiences. GIRVIN’s client attention is on captivation: strategy and personality, identity in retail and brand environments, entertainment design and integrated experience. Past and present clients include Apple, Ameristar Casinos, Boyd Resorts, Bloomingdale’s, Disney, Johnson & Johnson, Kerzner, Leviev, LG/Seoul, L’Oreal, MCG/Mirage, Microsoft, Mil-
THE PROCESS: Two new inductees will be added to the MARKETING IMMORTALS pantheon each issue. The Sept/Oct. 2013 through May/June 2014 inductees will be recognized at THE EVENT on May 21, where the 2013 MARKETING Award winners will be revealed. The inductees are introduced with a biography outlining the highlights of their careers in some aspect of the marketing communications realm. Their career commentaries, which are the heart of the IMMORTALS concept, appear on the marketing immortals.com website, along with those of the other 34 members already enshrined. Send nominations to larrycoffman@frontier.com. send share save
Your choice in coated paper does make a difference.
lennium Retailing/Tokyo, Nordstrom, Paramount Studios, Procter & Gamble, Warner Brothers and Wynn. He is a member of the American Institute of Graphic Arts, Design Management Institute, Japanese Graphic Design Association, Industrial Designers Society of America, Luxury Marketing Council, Society for Environmental Graphic Designers and the Type Directors Club/Tokyo.
TITAN • • • • • • •
Gloss & Dull Finish Brightness - 90 Gloss, 91 Dull 10% PCW FSC Certified Double Coated Surface New 111# Cover Weight Stocked Locally
VENTURE
Call us today and reference this ad for your copy Titan & Venture swatch book! of the
NEW!
(253) 850-1800 www.wcpsolutions.com
• • • • • •
Gloss & Dull Finish Brightness - 90 Gloss, 91 Dull Basis Weight Yield Advantage Double Coated Surface New 95# Book Weight Stocked Locally
MARKETINGnw.com • September/October 2013 • Page 5
giving by developing “WTA Cares.” It was founded on the philosophy of always seeking ways to partner with community service agencies. In addition to dedicating personal time and resources, they encouraged everyone on the WTA team to reach out and make a difference as well. As a result, during the course of their business careers, they received the Seattle Blackbourn • 22
Rod Brooks: The Client View
Choice: A Brand Career... ations, they create the space where passion
MARKETINGnw.com • September/October 2013 • Page 6
For years, PEMCO has employed college students as Summer interns. This year, at least four of our 12 interns are majoring in marketing, advertising or communications. They look forward to beginning rewarding careers when they graduate next Spring. Choosing the right career path is top of mind for all of them. So, how do students or seasoned workers choose a career path? Agency or brand? Product or service? What critical success factors should they consider? My advice always begins with identifying passion. I learned early on that going to work was exactly what we call it—a lot of work. Athletes get paid to play the game they grew up loving. Why shouldn’t the rest of us? Why go to work when we can go to fun? What’s fun, for me, has little to do with the name of the company on the building or what they do inside of it. If it did, I seriously doubt I’d be in the insurance industry today. It’s more important to find an environment that reflects the way I like to live, encourages and enables me to do the things I love and shares my core values. When you overlay those three consider-
lives. Coming out of college, my point of reference for an advertising career largely was influenced by classroom instruction, a semester’s internship at a small-two-man agency and the memory of Larry Tate and Darrin Stevens, TV’s original Mad Men, on the hit TV series, Bewitched. From there, I embarked on a quest to become the creative director at any one of the West Coast’s many agencies, Fortunately for me, that never happened. Now, after nearly 40 years, I see differentiators and key reasons why a career inside a variety of Northwest brands has been an excellent choice for me. • Brand marketers focus exclusively on one company’s issues and opportunities. Our view is narrower but much deeper than our agencies’ view. We see the whole picture and we live it every day. No one can be closer to the customer or know more about the brand than we do. • Brand marketers are able to be more richly aware and intimately involved with customers and the target market. If your passion includes making a difference for the consumer who buys a Brooks • 21
Bill Fritsch: The Agency View
...Or An Agency Career?
and did exceptional things in almost everything they undertook. OMG! What I saw and learned has filled a lifetime. And I loved every minute of it. But one day I got bored and realized that I didn’t want to be a small cog in a mighty machine. I traded my big title and career at Disney to come to Seattle to work for a tiny ad agency. Frankly, I took the job because they paid moving expenses and I figured out that I would go to work for a real company once I got my feet under me in Seattle. Well, 30 years and a few of my own companies later, I’m still on the agency side of things. I’ve loved the diversity of work and the immensely creative environments. I’ve served more than 60 major brands and have gained a perspective on a wide array of brand and communication issues. I like change and get bored quickly and the agency side is anything but static or boring. So, with 40 years and lots of jobs behind me—here is my counsel to young people on choosing a career direction: 1. Choose wisely the kind of environment you work in. Look for leadership qualities, superb ethical practices and teamwork. Even more importantly, look for places that foster real innovation and creativity. Fritsch • 21
MARKETINGnw.com • September/October 2013 • Page 7
One goes brand and the other goes agency. Why? Few young people going into marketing have a clear sense of exactly what they want out of their careers. Heck, many are happy to simply find a job and to get on their own two feet financially. In my view, at the outset of a career, the choice between brand or agency is not nearly as important as finding a good environment with a leading organization. There’s plenty of time for young people to choose a specific direction, once they gain their confidence and begin to understand that they actually can shape their careers. I’ve worked on the brand side for about a quarter of my career. The rest I’ve spentessentially on the agency side. The first six years, I worked inside one of the world’s greatest companies—Walt Disney. And I was lucky to work at the headquarters on amazingly big ventures, both of which eventually became multibillion-dollar divisions. I also got to meet and work with people, who alongside Walt, created the animation industry, founded the theme park industry
MARKETINGnw.com • September/October 2013 • Page 8
Skagit River Bridge Saga Sunday)—a large scope with a super-tight timeline. The RFQ was sent to 14 agencies from Bellingham to Seattle. That night I went home and strategized on my own. Friday I brought my notes and thoughts into the office, reviewing them with the team. Given the scope and timeline, we needed help and we knew the proposal and project would benefit from specialists. We set forth assembling additional team members, matching to strengths. BrandQuery would lead creative, direction, management and coordination, while outside teams would focus on media relations, social media, media buying and production. Over the weekend, with everyone’s input, I built a response and delivered the proposal via email at 8:40am Sunday. By 2pm Monday, we were selected. The other team members included Strategies 360, Strategic Media Alignment and Hand Crank Films. The same day as our selection, we met with the client at 4pm, where we reviewed the problems at hand—and there were many. We determined that social and earned media would focus on turning the negative into a positive and deliver clear communications locally and in the Seattle and Vancouver, B.C. metro areas. Creative would work on identifying the special
things that draw people to the region. Long into Tuesday night we worked on fleshing out our ideas, refining them and preparing them for presentation. Wednesday we presented our plan, including two concepts for creative (as requested). The plan was well-received and we walked away knowing the client selected the better concept for creative. At 6am Thursday, we began filming, knowing we had to get everything shot in one day to meet our schedule. The sun was shining and we traveled more than 80 miles in all to set up shoots in nine uniquely diverse locations. Editing took place over the weekend. We added music from a local band and on Monday delivered four TV commercials (sample frame above). With minor edits, the final commercials were delivered on Tuesday, eight days after our selection. All other work, including radio scripting, production, media relations, story pitching, Facebook and Twitter postings and supporting graphic design all was initiated when shooting began, and was produced through the end of June. We launched on KOMO, KING, CTV
and Global (BC Markets) June 17. Radio began the same day. The temporary bridge opened on June 19th; our launch strategy paid off. Immediately, everything seemed to return to normal. The campaign concluded on July 5th. We created a successful campaign that worked—and in just one week. The DOT had initially and emphatically stated that the area was closed. We countered that message with a strong message of our own: “Come in, We’re OPEN.” Every element of the campaign was carefully planned for comprehensive coverage on a small budget. We remained agile, addressing issues as they arose while keeping the “open for business” message in the forefront. It worked and we got people moving and spending again. A great client is key to a successful project. Terica Taylor of EDASC, the client representative, helped the project immensely; she was available, trusting Beamer • 22
MARKETINGnw.com • September/October 2013 • Page 9
Crisis Campaign By Jacque Beamer Sitting at a Seattle dinner meeting on May 23, there was a cell phone buzz at my feet. I left the table and called my daughter. “The I-5 bridge has fallen into the Skagit River,” she reported. As I drove home to Mt. Vernon, I anticipated a traffic nightmare and called my staff to take Friday off. This gave everyone a four-day weekend. I did go to work, and it was a ghost town. The State Department of Transportation did an excellent job recommending everyone to stay away. Social media was buzzing; photos and videos went viral. Even the BBC picked it up. Not only did the bridge quickly sink, so did the local economy. The day after the collapse, I sent messages to key leaders with an offer to help. Within a week, the Governor and Department of Commerce granted $150,000 to market the region through the Economic Development Association of Skagit County (EDASC). We received an RFQ after 5pm on Thursday (responses were due at 9am on
NEED TO KNOW
MARKETINGnw.com • September/October 2013 • Page 10
By Larry Coffman • Biz Buzz: Milt Vine has sold Seattle bindery to Tom Alvis, below, who began working there in 1990, interrupted only by a stint with Safeco from 2000 to 2004. Seattle Bindery has been in business more than 50 years and currently has 18 employees, according to Alvis. “When Milt told me he wanted to retire from the firm and was hoping I’d be interested in buying the business. I jumped at the chance... and we’ve completed a very positive transaction...” Alvis said. All Access Printing in Kent has merged with G O S. Printing Corp. in Auburn, according to AAP owner Bruce Martin. He said, “G O S has been in business for 35 years and has a sterling reputation for service and quality.” Glenn Martin, Kar-
• Lou Guzzo, 94: I remember Lou Guzzo as the archetypal managing editor of the Seattle P-I in the late ’60s when I was still working for The Seattle Times, where he had earlier worked for nearly 20 years as a drama critic and arts & entertainment editor. As I learned from The Times’ obit, which reported his death on June 29, Lou grew up in the Little Italy section of Cleveland and had two talents—writing and the violin. He served at Fort Lawton in Seattle during World War II, where he was assigned to handle PR for the Fort’s commanding genen Hall and John Plummer will be joining GOS, Bruce added... • Lose/Win: KING-TV’s loss is Al Jazeera’s gain (see story on Page 1). For my money, Allen Schauffler was the best on-air personality on local television. He brought a combination of intelligence and versatility to go along with his telegenic appearance. And whether anchoring the news, hosting a panel discussion or interviewing a local athlete at the Summer or Winter Olympics, you could always count on Schauffler for an interesting and professional performance. I’m sure there are many others, like me,
eral. After the war, he returned to Cleveland to work for The Plain Dealer but soon returned to Seattle to begin working at The Times. He became a KIRO-TV commentator in the late ’80s and early ’90s and after his retirement there he maintained a daily commentary website. In the obit, his daughter, Judy Knight, remembers answering phone call at home from angry readers. When she asked her dad “Why do you have to write those things?” He replied: ‘I want to make people think.’ And that’s pretty much what he did.” She was correct.
who will miss him on KING... Herald Hire: Pilar “Pill” Linares has been named advertising director for the Daily Herald in Everett by new publisher Josh O’Connor. She was advertising manager for the Beaumont Enterprise in Beaumont, TX and has two decades of newspaper ad-sales experience. Before going to Beaumont, she was director of marketing and advertising for the Newspaper Assn. of America for six years and worked at the Houston Chronicle for 13 years.
send share save
Ace editorial cartoonist David Horsey, now with the L.A. Times, and Patti Payne, a Puget Sound Business Journal columnist, are the “roastees” at the 15th annual Washington News Council Gridiron West Dinner on Friday, Nov. 8 at the Westin Seattle. See www.wanewscouncil.org for tickets.
Five ‘Whys’ For Improved Social B2B ing successful online content about or for a company or brand. And when it comes to reining in the dizzying possibilities available to B2B objectives, here are five key “whys” that I suggest marketers ask themselves. 1. Why Put Content On Social Media At All? This may sound radical, coming from a social media consultant. But, depending on the purpose of a business or what they’re trying to achieve with a certain communications, the constantly updateable and shareable nature of these platforms may be the wrong context for the most important messages coming from the organization. Traditional media has been working for a long time. So, are you really sure that a brochure, print ad or TV spot wouldn’t actually capture attention and drive results better? 2. Why Establish New Platforms When Existing Ones Are Neglected Or Incomplete? Ever since social media came along, many companies seem to forget that the plain old corporate website still needs fresh content and maintenance far beyond those endless Facebook, Twitter and YouTube plug-ins on every (frequently outdated and unproofed) page. And it doesn’t exactly inspire confidence if your company never finished populating all the tabs on its LinkedIn, or joined Instagram or Foursquare but
never posted a photo or provided an offer for the audiences on these sites. 3. Why Enable Administrators Without A Clear Editorial Plan? Each social platform established can become many things, but essentially each is a new customer communication or service portal. And simply to keep up and respond and fill in material so the posts seem current can drive many companies to empower multiple people to become content managers. But in today’s increasingly mobile workplace, so many of these people never come up with or stick to a plan about how to handle the pipeline of new text and graphics about announcements, and thus the multiple Facebook, Twitter and YouTube postings of the same material. 4.Why Keep Producing Certain Formats Unless Measurement Indicates Success? I’m always amazed by the fact that many companies spend so much money and staff time producing online content, but then don’t take the time to figure out which kinds of material are the most popular in terms of page views, or in driving leads or even sales. Particularly in this age of big data, there are countless affordable measuring and monitoring tools and services that can tell them this and much more. Asking the right ques-
tions about the popular, unpopular or even neglected yet quality content that has been published can provide big insights about changing formats and the timing and production the next time around. 5. Why Not Ask Your Audience(s) What They Want Instead? Frequently, an organization is simply generating content based on executive preference. While this kind of vision can be compelling, if it gives a stamp to the whole point of the company, it runs the risk of self-centeredness and repetition that may drive audiences away. That’s why not only surveys, but email marketing and posts on all of the major social sites should regularly include questions pointed at the key audiences, to unearth preferences for actual content and their modes of delivery, for the greater likelihood of appealing content in the future. Mae West once said, “They used to call me Snow White, but I drifted.” B2B companies and their agencies would be wise to be vigilant about inappropriate or controversial posts from within or without an organizations. Such posts can speed to scandal in record time via user-generated posts/forwards and media coverage. Far more common is the gradual, silent, Scheips • 22
MARKETINGnw.com • September/October 2013 • Page 11
Social Media By Derek Scheips Facebook Story Bumping. Twittter Vine. LinkedIn Influencer Posts. Weeks rarely pass without these social media giants, not to mention other emerging social platforms such as Google + and Instagram, announcing changes to their algorithms or adding features that can upend how companies are currently conducting their online content marketing. The rapidity of advancements and the resulting buzz in both the general and business media can make it easy for individuals and marketing teams to feel pressured into spending countless hours tracking the “what,” “how,” and “where” of social media possibilities and then racing to change their websites and social media platforms to stay ahead of competitors. But in my 15 years of working with companies, agencies and individuals as both a creative consultant and a teacher, I’ve noticed time and again that it’s really some fundamental “whys” that are key to creat-
My Friends Don’t Use Facebook! By Steve Lawson “I’m 13 and None of My Friends Use Facebook.” That’s the headline of an op-ed piece in Mashable, contributed by 13-year-old Ruby Karp, who hails from New York. In her Aug. 11, 2013 post (http://mashable.com/2013/11/ teens-facebook/), Ruby goes on to explain: “Part of the reason Facebook is losing my generation’s attention is the fact that there are other networks now. When I was 10, I wasn’t old enough to have a Facebook. But a magical thing called Instagram had just come out...
and our parents had no idea there was an age limit. Rapidly, all my friends got Instagrams. “Now, when we’re old enough to get on Facebook, we don’t want it. By the time we could have Facebooks, we already were obsessed with Instagram. Facebook was just this thing all our parents seemed to have.” Wow, that hurts! It takes me back to my childhood, when one of the cable
TRANSFORM YOUR BRAND. We are passionate about changing the public’s perception through originality & innovation. We bring stories to life through visual ideas and have fun during the process. It is our mission to deliver creative solutions that drive results. Mission possible! PRINT & WEB DESIGN WEB DEVELOPMENT BRANDING PRODUCT LAUNCH MOBILE
206.254.0248 rocketdog.org
S H OW YO U R T RU E CO LO R S
MARKETINGnw.com • September/October 2013 • Page 12
SOCIAL MEDIA
Get a jump on your fall marketing during our
"
nikkomedia.com
Lawson On Social Media channels just showed the time and weather. The cable company had a display window on 34th, just north of Union Street in Seattle. In that window was a clock and thermometer and a motorized camera simply panned between the two. Now that was “must-see” TV! Facebook continues to grow. But at what price? Are marketing stragglers jumping into the now-safe Facebook waters, just as Facebook is losing its luster? Is Facebook losing its luster? Maybe. What was great about Facebook was that you could follow everyone you had “friended” (If you don’t know what that means, you can stop reading now), and brands could interact with those who “liked” the brand. It was an awesome way to grow a brand following and for Facebook to grow their user base. But a funny thing happened after Facebook’s disastrous IPO. They needed to make money. And they began to redesign their site and the algorithms that feed data to each individual account. That means you no longer see all of your friends’ posts on Facebook. And posts from brands are seen by only a fraction of those who follow them. As a brand, you can guarantee that you’ll end up on the timelines of those who like you, only after pulling out your credit card. The fees are nominal, based on how many “likes” you have. But, at least on Facebook, social media is no longer FREE (or as I like to say, “free as a puppy”.), and spending money on getting your post seen makes it an ad, and we know how much people trust ads. It seems we just can’t win. Ruby went on to write, “When I was younger, my mom had a Facebook. I would always go on it. I would take quizzes, play games, etc. As the years went on, I always wanted a Facebook I could call my own. But once I got it, everything started changing. There’s too much going on. The change from the old
Facebook to the Timeline was very all of a sudden. Look at something like Twitter, where it’s four buttons—people like the ‘simple’ design better.” Is Ruby a 13-year-old, or is she like Ramtha, only this time channeling the late, great Steve Jobs? Simplicity is something he pushed for in everything Apple did. Facebook has totally lost that, and I humbly agree with Ruby, and I must add, Apple products have lost some of their simplicity as well. Yet Ruby saved her best analysis for last, stating, “It (Facebook) also became a huge marketing mouthpiece. Facebook takes your interests based on what you’ve “liked” and put ads on your feed. No offense, but when I’m looking through my News Feed I don’t really care about Pantene’s new product.” And her most scathing indictment? “In the end, Facebook has been trying too hard. Teens hate it when people try too hard; it pushes them away. It’s like if my mom told me not to do something—I immediately need to do it. When she forces something on me, I really don’t want to do it.” What’s the future of social media? That remains to be seen. But I suggest that every marketer who uses the many social media channels in their mix really listen to Ruby. Are you trying too hard? Are you pushing your audience away? Bombarding them with sales messages? Furthering your own agenda rather than engaging your followers? Remember, it’s all about them, not about you. • Steve Lawson is the president of Friendly Voice, which helps companies large and small engage customers through social and traditional media. He can be reached at friendlyvoice.com or 425-649-9114. send share save
Fal l "
"
unders FC Seattle So tions Department/ Communica ress Box
cations/P Jeff Garza Communi Director of Assistant/P ris partment Mike Fer cations De Communi Intern/Pre nter partment De s Matt Wi ion cat Communi ireless
Courtesy
Internet W
um" ID - "Stadi nsitive) Broadcast - stadium (Case Se tive e (Case Sensi Usernam - 12thMan Password
x Press Bo
ess Box
By Linda McCune In early August, Fisher Broadcasting Company shareholders approved the merger agreement with Sinclair Broadcast Group, under which Sinclair will acquire Fisher. More than 90% of the votes represented and cast at the special meeting, or about 77% of the total outstanding shares of common stock eligible to vote, were in favor of the merger agreement. This came despite rumors circulating on the web that Fisher shareholders would hold out for higher stock value. Q13 FOX (KCPQ-TV) has promoted assistant news director Erica Hill to news director, succeeding Jon Brady, who was named to the new position
Hill Brady of director of content and news programming, responsible for the overall supervision of the daily editorial content and longform news and sports programming. Brady will work in coordination with Hill, who will be responsible for the overall supervision and direction of the news department in Seattle as well as sister station KRCW-TV in Portland. In addition to nearly 10 hours of daily news, KCPQ also produces hundreds of hours of programs such as Washington’s
234 206-774-1 nd Hyatt Elliott Gra 700 Street 206-621-1 721 Pine tel Ho Olympic Fairmont 000 rsity -443-5000 206-728-1 206 411 Unive front attle Water Marriott Se Way 535 n 800 206-246-5 2100 Alaska 206-204-9 le Airport Hotel Seatt ulevard Red Lion Bo al 000 rnation 111 206-621-9 188th & Inte 206-264-8 ers tel & Tow Seattle Ho Sheraton 844 Avenue 1400 6th 206-624-4
tels Seattle Ho 234 206-695-1 Downtown ve 8 Hyatt at Oli nue Ave 1635 8th attle Westin Se Ave 1900 5th
Hotel ud Inns & Silver Clo nue S Ave 1046 1st tel Ho c Pan Pacifi Avenue 2125 Terry
tel Alexis Ho At Madison t Avenue 1007 Firs
ts Restauran
Duty
eak) n Grill (St Metropolita nue 820 2nd Ave 287 206-624-3 use Ho r ste Elliott's Oy Way, Pier 56 n 1201 Alaska 340 206-623-4 on First Jimmy's Avenue S. 1046 1st 700 206-204-9 Alehouse Pyramid Avenue S. 1201 1st 377 206-682-3 House Umi Sake nue Ave 2230 1st 717 4-8 -37 206 (Seafood) 's N. Chandler w Avenue 901 Fairvie B RA 206-223-C
tion Transporta afood) Dukes (Se Avenue N. w 901 Fairvie 963 206-382-9 Carmine zo raz Ter II nue S Ave 1st 411 797 206-467-7 (Steak) ris Ch Ruth's e Pin 8th & 524 ) 206-624-8 ight Variety ten (La 13 Coins Way 1000 Denny 513 206-682-2 lle Capital Gri nue Ave 1301 4th 900 206-382-0
Airlines: Alaska American al Continent Delta Southwest
United ys US Airwa ce: Limo Servi ine ous Carey Lim
522 800-252-7 300 800-433-7 273 800-523-3 212 800-221-1 792 800-435-9 522 800-241-6 322 800-428-4 517
206-762-3
Other: ress Shuttle Exp r Express Ca
10% OFF any print style For a limited time get 10% off what your business needs most — posters, business cards, flyers, postcards — you name it. But this won’t last long, call today!
433 800-487-7 CAR 800-324-X
) e)
ies of
The chatter about Fox moving into Seattle has to be a cause for concern, as Fox’s affiliation deals typically give the network flexibility to yank the affiliation if the parent company acquires a station in the market. On the other hand, Tribune is about to become the largest outside owner of Fox affiliates in the nation, with 14 outlets. Classic Rock KZOK-FM 102.5 moved into first place in the July 2013 Arbitron Seattle-Tacoma PPM with 6.5 share. CHR KQMV-FM 92.5 slid to second with a 5.7 and Active Rock KISWFT 99.9 moved upto to third at 5.4. Country KKWF-FM 100.7 dropped to fourth place with 4.7 share after flirting with second and and third in May and June. • Read the continuation of Linda McCune’s Broadcast World column at www. marketingnw.com.
717 206-622-1 500 206-622-6
Taxi: Farwest b Yellow Ca
Legac
Broadcast World
Most Wanted and Seahawks Saturday Night. Brady was Western Region bureau chief for the FOX News Channel prior to joining Q13 FOX in August of 2010. Hill has been a broadcast journalist for 15 years in Chicago and Seattle and has been at Q13 FOX more than six years. Speaking of Q13, industry sources say Fox is actively looking at stations in the Seattle market, besides the Tribune-owned station. There’s speculation that Fox has it’s eye on Cox Enterprises-owned KIRO-TV, a CBS affiliate. But sources cautioned that Fox is “turning over lots of rocks” right now and hasn’t zeroed in on a specific acquisition target, according to Rachel Abrams of Variety Media. Seattle-Tacoma is the nation’s 12th largest TV market. The Seattle Seahawks are seen as an NFL franchise on the rise, which is only fueling Fox’s interest in the market.
Offer good through September 30, 2013. Limit one per customer. Light
and L
ove
MARKETINGnw.com • September/October 2013 • Page 13
/Gameday
Shareholders OK Fisher Sale
7 Tips On How To Maximize Reach Online Campaigns
MARKETINGnw.com • September/October 2013 • Page 14
By Michael Koontz Marketers will spend in the neighborhood of $14 billion on banner advertising in 2013. Yet, while online display-ad budgets continue to grow, they’re still just a fraction of the total ad spend for most advertisers. Those limited budgets create a problem for planners who need to maximize their reach on targeted display-ad campaigns. So how do you ensure that you’re getting the sites you want and getting the reach you need? Do you need to buy the biggest sites to get the reach? For years, larger websites have been touting their Comscore audience size rankings while smaller sites struggle to gain audience so they can garner the attention of advertisers. These days, with all the options available to planners, does it make sense to focus on the audience size of a specific website? A large publisher might claim that you can’t reach your desired audience without advertising on their website because they’re the leading website according to some audience ranker. If you’re a media buyer, you’ve certainly heard this argument before. But
who said you had to limit your buy to one website anyway? Is your budget so big that you can’t buy two or three smaller websites with similar, or even more precise, audiences? Each of us visits dozens—even hundreds—of sites every month. Few sites can claim to have a lock on a specific audience, unless the target user is very narrowly defined. Several B2B audience targets come to mind. In most cases, buying several sites that serve your target audience may well offer a better solution than buying the dominant site. The aggregation of those smaller sites often can deliver a more effective plan than relying on one or two of the dominant sites. It’s true that the well-trafficked sites are often the most appealing sites for the advertiser for reasons other than reach and they may be the right sites to distribute your message. But if your reason for buying them is exclusively for reach, consider the alternatives. There may be far better solutions on those smaller properties—especially if you’re working with smaller budgets. Several factors come into play when trying to build a plan for reach. Each should be considered when determining which sites you want to include in your display-ad campaign: 1. Share of Voice (SOV): This is the percentage of inventory you’re buying on a
particular placement. The higher the SOV, the higher the frequency. Since frequency and reach are inversely related, your SOV should remain low if reach is your goal. In other words, don’t overbuy a specific site if you don’t want high frequencies. 2. Impression Cost (CPM): CPM greatly impacts reach—even more than the site’s traffic. All other things being equal, if two sites have the same audience size, the one with the lower CPM will deliver more audience because your budget simply will buy more ad impressions and reach more people. 3. Number of Sites: Buying several sites may yield more reach than buying one large site. The combined reach of the smaller sites often exceeds the reach of the big site. While it makes sense to limit your workload, some of the smaller sites may outperform the bigger sites. Also remember that demand is greater for the larger sites, so rates can be higher. 4. Site/Placement Frequency (Repeat Visits): A placement that generates high repeat visits (like the weather section of a local news website) will deliver frequency at the expense of reach, unless capped. 5. Audience (Reach) of Site: The size of the site affects your Share of Voice (SOV) at a specified budget. For example, if you spend $5K on a site with 500,000 local users, versus a site with only 10,000 local
users, your ad will appear much more frequently on the smaller site. 6. Targeting: Targeting can have a great impact on frequency. If you’re targeting a specific audience within the site or a “section” of the site, it’s important to understand that reach will be limited. 7. Frequency: This is the number of times an individual has been exposed to your advertisement during a specified time period. When planning a “reach” campaign, remember that frequency isn’t a bad thing. Allow for some frequency. Don’t set the frequency caps too low or you’ll reach a huge audience that completely lost your message. In fact, once the campaign is running, you can determine the frequency at which your message is resonating with your audience and adjust your buy accordingly. So, the next time you’re thinking about buying the “dominant” site, recognize that reach isn’t determined by the site’s audience size, but by a number of other factors tied to that site and your buy specifically—most notably SOV and CPM. • Michael Koontz is and partner and executive VP for operations and media strategy at LION Digital Media. You can reach him at michaelk@liondigitalmedia.com. send share save
The Biggest Risk Is Not Changing! value to our team and our clients, regardless of their background. When you’re hiring—especially at a senior level—there’s an element of risk in selecting the candidate whose personality, ethics and “fit” are right for your company, beyond their qualifications and experience. Mistakes will occasionally happen, but at least we are confident of doing everything possible to mitigate risks. Using Information and Instinct to Calculate Risk Our customers are always looking for the next big thing. They look to our team for insights and recommendations regarding whether they should commit to a new buzzworthy technology or platform. The only way to hedge bets on new technology is to be absolutely systematic about the selection process, weigh the pros and cons and test-drive the products to see which best fits your criteria. Guesswork makes for risky behavior, whereas knowledge allows you to take a calculated risk. Sometimes you have to be more instinctive and less systematic about taking risks in order to evolve and test your limits. Back in 2009, I decided to move my entire family from the U.K. to the U.S. It wasn’t a totally uncalculated decision, but there are many aspects about living here that we couldn’t even guess about before we came. We were determined to make the move work out. As it
turned out, the risk paid off. Why? The Greek philosopher Heraclitus said, “Change is the only constant” and it’s one of my most important mantras. I find that it’s only by embracing change, pushing myself to uncomfortable limits and trying new things that I’m able to grow. Failure is always a possibility, but if you don’t try, you’ll never know what you’re capable of. And, once you embark on a course of action, you can use data to help steer your course: ongoing analysis of data will provide life-saving signals to help you see what’s not working and where to make adjustments. The Balancing Act Pursuing out-of-the-box growth while staying within acceptable levels of risk is one of my most difficult balancing acts. You need to set boundaries appropriate to the situation, and work with team members to better understand how to challenge the organization. It’s also vital to be flexible. Don’t stick with the plan just because it’s the plan: watch performance and measure it against acceptable risk levels so that you can move on if the plan gets derailed. And don’t be afraid to act quickly when the situation demands it. For example, think of Oreo during the Super Bowl blackout when they posted the now-famous, “You can still dunk in the dark” tweet. Brilliant. The tweet caught
fire and was retweeted tens of thousands of times. If they had gone according to plan and didn’t take a risk by acting quickly, they wouldn’t have created one of the most buzzsworthy ads of the Super Bowl. My father has had a big impact on shaping my approach to life and my comfort level with risk. As a farmer, he was constantly making best-guess decisions that would be affected to hard-to-predict variables, like the weather, the outcome of which he wouldn’t know for months or even years. I don’t know anyone who negotiated this balancing act better. In the business of marketing, the biggest risk is not changing! Consumers, technologies and industries evolve. What was fresh last year is now stale. The challenge is to stay creative while delivering results, which means that smart new ideas can be worth more than gold. Yes, there’s always an element of risk in putting new ideas out there, but with the right people, sound processes and a philosophical approach, the rewards are likely to outnumber those nasty surprises. • Andrew Martin runs the North American division of Metia, a digital marketing agency. He has delivered digital solutions for clients such as Microsoft, AT&T, AmazonFresh, Tesco, Next and Sports World. send share save
MARKETINGnw.com • September/October 2013 • Page 15
Entrepreneurialism By Andrew Martin Entrepreneurs, by definition, are risk takers. They break new ground, make unexpected decisions and deviate from the perceived norm. For entrepreneurs, “risk” can mean many things: opportunity, venture, shot in the dark, jeopardy or even danger. But there’s a difference between taking risks and engaging in risky behavior. The former can lead to big rewards, and the latter to nasty surprises. Entrepreneurs need to cultivate communication and teamwork, research as thoroughly as possible and use data and technology to their fullest potential. As head of the Metia Group, I focus on risks that are most likely to benefit our agency. For example, one way we ensure we’re taking smart risks as we grow our digital marketing business is to hire and develop the most talented people by not just looking at what they’ve done but what their potential is that they haven’t yet explored. It’s easy to get caught up in narrower perspectives of the world we work in. I encourage team members to look outside our industry for inspiration. We look for talented people whose experience will add
Fair
Jones Advertising is again handling the advertising campaign for the Fair. This is a frame from one of the TV spots. Other elements include radio, transit, online banner and print advertising
PPI
MARKETINGnw.com • September/October 2013 • Page 16
Continued from Page 1 the annual Vendor Fair begins at 6pm, followed by dinner, the Hickey Picker presentation and an address by Printing Industries of America board chair Tim Burton. The keynote will be presentation by the comedic duo of Larry and Meagan Johnson sharing the fun and sometimes frustrating fact about generational challenges with customers and employees. There will be seven separate sessions on Saturday dealing with important industry issues, climaxing in the PrintROCKS! Awards dinner. Sunday is for networking and travel. To register and for more details, visit www.printlandia.org.
Continued from Page 1 attendance has declined, as Pierce County accounted for 50% of total attendance in 2011, a shift related to distance and traffic, according to a study by GMA Research. Clearly, current advertising and promotional strategies alone were not going to drive growth and would, in fact, lower profitability as it became necessary to spend more heavily on advertising and discounts to achieve about the same attendance. The Strategy The ideal is that the Fair, over the next five years, will become a celebration of life in Washington—the place for Washingtonians to gather and celebrate. Thus, the primary reasons to attend the Fair each year will fundamentally change from exclusively self-gratification/entertainment to also wanting to share in the celebration of the richness of Washington State: • Take pride it its history, industries, environment and people. • Celebrate life—personal joy, exuberance and wholesome fun. • Embrace the unexpected and new ways of seeing things. What Change Entails In 2013, the Fair will be repositioned through PR, social media and infrastructure changes—across as many key brand Fair • 22
Buttons
Continued from Page 1 Paperbuttons was developed by the startup Buttonjar Co. co-owned by associate publisher Melissa Coffman and Russ Stromberg, and is pioneering offline-to-online engagement. A leading NW insurance firm has converted a four-year offline photo booth experience at local sporting events into and online interactive campaign with printed paperbuttons. In two pilot projects, wine events set out wine bottles with Paperbuttons that allowed attendees to vote for their favorite wine with one press, using the Paperbuttons app, while the vintner sent them wine notes and a purchase page from them to view later. Stromberg, a veteran of the digital marketing realm, said that Paperbuttons works differently than QR code readers in order to allow marketers to deliver a brand experience to online users. “Similar to pasting a URL into a Facebook post on your News Feed, Paperbuttons parses the campaign website for meta tags— optimally Open Graph (OG) tags. The QR code for this article has been optimized with OG tags. And it’s associated with an Open Graph object, so that the social engagement can be measured,” he explained. “Paperbuttons has turned the nearly ubiquitous smartphone into a mouse that can click on the world,” Stromberg added. “It’s up to offline marketers to print a call to action that makes that click a frictionless conversion.”
Schauffler
Continued from Page 1 with the Arabic name and logo. Schauffler said, “It’s going to be interesting. We’re not running from the name.” Al Jazeera America’s SVP/Newsgathering, Marcy McGinnis, said: It’s critical that [we] have bureaus strategically placed throughout the U.S. so that we can cover the news from wherever it happens. Schauffler said the pending sale of Belo to Gannett News affected his decision to leave KING. “There’s no doubt there will be some changes. After 21 years, I’m ready for something new. For one thing, Al Jazeera has about half the commercial breaks in an hour than our commercial TV. And I expect to be able to do longer news stories,” he said. Al Jazeera is a satellite television news channel that broadcasts in both English and Arabic. Al Jazeera English is available free-to-air through satellite and cable around the world. It’s channel 107 on Comcast, 358 on DirecTV and 215 on DISH. The station gained worldwide attention following the outbreak of war in Afghanistan when it was the only channel to cover the war live. In the 2000s, the network was praised for circumventing censorship and contributing to the free exchange of information in the Arab world.
Copacino+Fujikado posted this “congratulatory” billboard in downtown Seattle
Continued from Page 1 local agency and media principals for their comments on the merger. Here’s a sample: Bob Moore, chief creative officer emeritus of Publicis USA and now a creative and marketing consultant, called the merger “a brilliant move for Maurice [Levy]. Without an obvious succession plan within the Publicis Groupe, he’s found a way to go out on top of the industry. What started 90 years ago as a small creative shop in Paris is now the biggest holding company the world has ever seen. Is that a win? Oui!” Jim Copacino, principal of Copacino+ Fujikado said, “While Levy and Wren were carving up the world, we were busy telling great stories, inventing new stuff and doing good work for a dozen smart, appreciative clients. I’m dumb enough to think that we are the lucky ones.” Bill Fritsch, new CEO at Digital Kitchen, struck a similar chord. “This merger is good for two reasons,” Bill said. “First, it will shake loose a ton of clients for the new generation of nimble, privately held agencies. And secondly, both agencies will be consumer in a culture war that will take their eyes off the ball...smart work for clients. This will spur a second wave of client defections. Thanks Omnicom! Cheers Publicis!” Dave Remer of remerinc called the move “nothing more than the advertising oligopoly applying more pressure on Google. Like a dark star, this planet’s de facto search brand is swallowing ad dollars at a pace that threatens traditional campaign budgets. These guys want their leverage back. This kind of scale will attract the worst kind of clients.” Mike Doherty, president of Cole & Weber United, said, “as part of a multi-national holding company, I’ll take a contrarian view. These are smart people. The didn’t get where they were by making short-sighted decisions. They get that today, business is either local or global. The middle is shrinking. And the role of the holding company is changing. Now, global clients often work directly with a holding company to identify the best resources to align with. This adds options to their bench...” Alan Brown of DNA took a similar tack. “I think the merger is huge news—and a big deal for our industry. The business has been changing dramatically... digital agencies are becoming AOR’s and we’re competing with Google at the same time we’re buying from them. The way I see it, the merger is about being able to compete with big data and analytics...”
Bezos
Continued from Page 1 everyone’s faith in the value and future of newspapers. Those of us who have made newspapers our career know that many newspapers are quite alive and well. But it’s certainly an extra shot of adrenalin when a non-newspaper person agrees.” John Hamer president and founding executive director of the Washington News Council, called it a “positive step” and urged Bezos to reestablish the Ombudsman position at The Post, which was essentially eliminated earlier this year. Mike Flynn, former Puget Sound Business Journal publisher who now writes the popular Flynn’s Harp blog, said, “I might have been concerned by Bezos’ purchase of the Post and John Henry’s equally surprising... purchase of the Boston Globe, except for what happened in Orange County with the purchase a year ago of The Register by Aaron Kushner and Eric Spitz. In the year since these two financial-background guys from Boston, who had never been in the media, bought The Register, the staff has doubled and the print newspaper is filled with news, and increasingly with ads.” Flynn also noted that Kushner instituted a $1 a day charge for web visits. Penny Peabody, my long-time colleague in community newspapers and at Metro, said, “Based on his amazing accomplishments with Amazon. I think Jeff Bezos will do a fine job as owner of The Post. We’re fortunate that someone with his resources, experience and talent has chosen to acquire The Post. And I’m looking forward to seeing where he will take it in the next few years and how that will impact American journalism.”
The Eastside’s Photography Studio Since 1984 Parks Creative has been serving clients for over 29 Years. 1,200 sq ft Studio • Digital Enhancements • Color Managed Workflow • Conveniently Located Off I-90 • Free Door-Front Parking
Products • Architecture • Food • Industrial
send share save
Gary Meyers, principal of Hodgson Meyers, said, “I believe our own destiny is influenced significantly more by our ability to quickly adopt new technologies, push strong creative through those technologies and continue to win good, smart, appreciative clients.” Tracy Wong, principal of WDCW, summed up the merger in a very few words: “Two fat, bloated rich guys fart in a forest. Does it make a sound to anyone else?”
ParksCreative.com 425.562.0816
send share save
MARKETINGnw.com • September/October 2013 • Page 17
Merger
Change: Case Study
MARKETINGnw.com • September/October 2013 • Page 18
Marketing Automation By Mike Majestic The business climate over the past several years has been tough on everyone. Within our industry, there have been many consolidations, with several regional competitors being acquired by national firms. In order to remain competitive, Kaye-Smith, like many companies, needed to change the way it markets itself to businesses in the Northwest region. Consider this article a case study in how one 25-year-old company dealt with the challenges of the new marketplace, using marketing automation. Much of our core product—financialstatement processing and other compliance communications—is complex and data-intensive, involving lengthy sales cycles—sometimes as long as three years or more. We needed a way to nurture leads over extended periods of time to ensure that we’re top-of-mind when companies are ready to consider outsourced solutions. We decided to invest in marketing automation and implement a customer relationship management (CRM) solution. Our initial solution proved to be overly complex. After reviewing a number of options, we identified a solution that was a better fit and integrated seamlessly with our CRM system. The solution we chose provided an intuitive way to publish landing pages and enter responders into an email campaign, track where they visit on our website and provide those insights to our sales team through our CRM. Our regional focus limits the number of companies we target in our marketing efforts, and the volume of web search activity on keywords for our core services is relatively low. This meant we had to continue with our traditional marketing efforts, such as trade shows, direct mail, email and some print advertising, while adding nurture programs and triggered email program through marketing automation. Without an opt-in mail list, our initial campaigns relied heavily on direct mail to bring responders online to accept our offers (typically a white paper or other information), which were fulfilled via email. From there, each responder is entered into an email nurture program. Sales receives an alert when a prospect has taken an action that identifies them as a qualified lead. This new approach has been successful and helped our sales team close business. A new credit union client is a great example. Last September, we made a presentation to the Northwest Credit Union Association. The topic was “transpromo” marketing—using statements and other mandated
communications to deliver personalized, relevant marketing messages. The credit union CEO was in attendance. In February, we launched a mail program focusing on the same topic, offering a white paper about transpromo marketing. It was downloaded by contacts at the credit union, which entered them into an email stream with additional information about transpromo marketing and statement-processing services. Because of our new marketing automation tracking capabilities, we could now follow their behavior on our website— with full details of the pages they were visiting as they performed their due diligence: learning more about our company. This Summer, the credit union became a new client. A trade show presentation, targeted direct mail, email nurturing, web content and sales follow-up all contributed to closing the sale. If you’re considering adding marketing automation to your toolkit, here are a few things to consider. Pick the one that makes sense for you. This may seem obvious, but as you sit through demonstrations, you’ll see lots of features that you’ll be certain you must have. Before you begin researching solution providers, write down what you expect to accomplish and what capabilities you must have. Then measure how each provider stacks up against your “must haves.” And understand how the new elements will integrate with other digital and traditional marketing channels you use. Have a plan. Identify three or four campaigns you want to automate before your engage. Consider new customer welcome programs, a trigger campaign from a key page on your website or integrating with a current traditional campaign. Start simple. Be realistic about what you can accomplish quickly. Plan to try simple, straight-forward programs first. Marketing automation is a tool—not a strategy. Allow your team time to learn how it works. Don’t wait to “have it all set up.” There’s a certain amount of set up needed to make marketing automation function. Once that’s accomplished, begin launching a few programs and reviewing the results. Test and learn. There is no reason to wait until you’ve thought through or activated every feature. After all, as you analyze your results you’ll be adjusting programs on an ongoing basis. Making marketing automation part of your overall marketing approach can deliver results. Barriers to marketing automation implementation for some companies is the cost, the long-term commitment that some providers require and other resources required to implement/manage the solution. An option is to outsource marketing automation in order to control costs and keep your internal team focused on strategy. • Mike Majestic is the director of marketing for Kaye-Smith. You can reach him at mike.majestic@kayesmith.com.
Eben Design...............................14/16 Edelman...........................................7 Effective Design Studio..................16 Elaimy Golf.......................................7 Electric Pen.....................................16 Emerald City Graphics....................37 Encore Media Group.......................44 EXCLAIM..................................7/34 The Fearey Group.............................8 Ferreira Creative.............................16 Fleetfoot Messenger Service..........21 Frause...............................................8
Hacker Group....................................8 Hammerquist Studio.......................17 Heckler Associates............................8 Hemlock Printers............................38 Hey...................................................9 Hodgson/Meyers..............................9 HopOne Internet.............................17 Hornall Anderson...........................17 Horsfall (aka alkisurfshop.com).....17 Hunt Marketing Group....................21 Hydrogen.........................................9 Identity Lab.....................................17
KUOW-FM....................................45 Labels West.....................................38 Lion Digital Media..........................17 Litho Craft.......................................39 Lithtex NW......................................39 marketingnw.com..........................45 MARKETING Awards Winners...23-31 Marketry.........................................22 McKnight & Company.....................9 McNamara Signs.................22/35/39 Media Place.....................................10 Media Plus+.......Inside Front Cover/10
Without A Program!
231 WA
PERMITPAID SEATTLENO.
FEATUR
ING THE
MARKE
TING
AWARD
WINNER
PRSRT STD U.S. POSTAGE PAID PERMIT SEATTLENO. 231 WA
S • PGS
25-32
PRSRT U.S. STD POSTAGE
PRSRT STD U.S. POSTA GE PAID IT NO. 231 SEATT LE WA
PERM
7 Lucky Dogs..................................15 206...................................................5 AAA Printing..................................36 A&A Printing..................................36 AAF Seattle.......................................4 Academy Press................................36 Ad Mark............................................5 Adpro Litho.....................................36 AdServices.....................................36 AllegraMarketingPrintMail.....21/36 Alliance Media................................43 AllOver Media................................43 American Marketing Assn................4 American Printing & Publishing.......36 Apps...............................................34 Association Services Inc.................21 ATLAS Masthead...........................41 Beale Communication Planning......5 Bell Harbor Int’l Conf. Center........21 Belo (KING/KONG/NWCN)........43 Bendix Marketing.............................5 Big Bang Electrical...........................5 Biking Billboards............................43 BizOp...............................................5 Blankslate Creative.........................15 Blend Creates..................................15 Book Publishers Network...............43 BrandQuery......................................5 Bright Spectrum..............................15 Bullseye Creative............................15 Business Examiner.........................43 Capitol City Press...........................36 Casey Communications....................5 CBS Outdoor...................................43 CBS Radio......................................43 CCS Printing...................................37 Cenveo...........................................21 Chatter Creative..............................15 City Arts Magazine.........................44 CKA Creative..................................15 Clatter & Din.............................32/33 Clear Channel Outdoor...................44 Clear Channel Radio......................44 Cole & Weber United........................6 Colehour + Cohen.............................6 ColorGraphics.............Back Cover/37 Comcast Spotlight......................23/44 Consolidated Press..........................37 Copacino+Fujikado....................6/34 CraftNet Seattle...............................38 Craters of the Moon..........................6 The Creative Group.........................15 CreativeLee......................................6 Creature............................................6 Curator.............................................6 The Daily Herald.............................44 Daily Journal of Commerce...........44 Datavision......................................37 DeLaunay Communications............6 DF Hobbs..........................................7 Digital Kitchen..................................7 DirectConnectGroupWest.............37 DNA.................................................7 Don McCune Library......................33 Doug & Di Creative Partners...........7 Draftfcb Seattle.................................7 Dubs Inc..........................................33
Friendly Voice..............................8/33 i 8/33 GA Creative....................................16 Gage Design....................................16 GC Direct........................................21 Girvin.............................................16 GMA Research.................................8 Gogerty Marriott...............................8 Golden Pacific Embossing.............37 Graphic Advertising Services.........37 Graphic Solutions...........................38 Gravity............................................16 GreenRubino....................................8
Ilium..........................................9/17 Ili 9/17 lluminate Research..........................9 International Media Partners............9 Jones Advertising..............................9 K&L Media.....................................44 Kaye-Smith..........................20/21/38 KD Productions...............................33 Ken Shafer Design...........................17 KOMO-TV................................42/45 Kostov Productions.........................33 KRKO Radio...................................45 KUNS-TV......................................45
M li Bauer B M di Merlino Media......................10 Michael Courtney Design...............18 Monlux Illustration.........................18 NATAS...........................................45 New Path Marketing........................10 nikkomedia.....................................39 Northwest Publishing Center..........39 Northwest Trophy & Awards.........22 Olympus Press................................39 Outsource Marketing......................11 Paperbuttons...................................34 Paradigm Communications............45
Parks Creative Photography............18 Pat Hackett Artist Rep.....................18 phinneybischoff..............................18 Plume21.........................................18 Popich Sign Company....................22 PPI..................................................40 Printing Control..............................39 Print NW.........................................39 PrintWest........................................40 Producciones Pino..........................11 Production Partners.........................33 PRR.................................................1 1 Publicis Seattle............................11 PublicRelationsSocietyofAmerica....10 Puget Bindery..................................40 Puget Sound Business Journal.......45 Purdie Rogers..................................11 Pure Audio......................................33 Quesinberry and Associates...........11 The Quincy Group..........................40 Rainier Industries............................22 Ray Vincenzo..................................11 remerinc....................................11/34 Rich Marketing...............................12 RocketDog Communications.........18 Rusty George Creative....................18 School of Visual Concepts.........19/34 Seattle Envelope..............................22 Seattle Magazine.............................46 TheSeattleTimes....InsideBackCover/46 Seattle Weekly.................................46 Skyline Pacific Northwest...........46/47 SmithWalker Design.......................19 Snohomish Publishing....................40 Social Marketing Services..............12 SOS Finishing.................................41 Sound Binding................................41 Sound Publishing.........................1/46 Sparky Taft......................................12 Spin Creative...................................12 Stanton & Everybody...................3/12 Star Printing....................................41 Stella Color.....................................22 Stevenson Advertising....................12 Strategic Marketing Alignment......12 Strikeplate......................................19 Swifty Printing................................41 Tabs To Go......................................41 The Tacher Company......................12 Team Guilliatt.................................19 Team Soapbox.................................13 Ted Leonhardt.................................19 Titan Outdoor..................................46 Total Outdoor..................................46 Urban Influence...............................19 Walsh Design..................................19 Warren Wilkins...............................19 Washington Graphics......................22 WA State Assn. of Broadcasters....46 WCP Solutions................................41 WDCW...........................................13 Weber Marketing Group.................13 Wexley School for Girls..................13 Williams•Helde..............................13 WorkerBees....................................13 WOW Promotion.com....................13 Wunderman....................................13
Print copy: Mail $5 to MARKETING ATLAS, 13901 NE 175th St., Woodinville, WA 98072. Also accessible online at marketingnw.com or marketingnwatlas.com
MARKETINGnw.com • September/October 2013 • Page 19
You Can’t Tell The ‘Players’
MORE NEWSMAKERS Two Ad Age Honorees Continued from Page 3
has hired John Wolf as a senior IT manager and Ryan Robinson as a senior digital producer.
Projects & Plaudits
Metia Group, an international digital marketing agency with offices in Seattle, has been selected to perform a thorough site evaluation and develop a long-term web-governance and content strategy for the Seattle Children’s Hospital website. Metia also developed a new website analytics app for the Windows 8 platform and has been named by Microsoft as its top Global supplier for delivering Excellence in Brand Value in the Microsoft Preferred Supplier Program (also see article on Page 15).... Copacino+Fujikado used Vine, in behalf of client Visit Seattle, to feature the city’s offerings in food, wine and culture, all summed up in six-second snippets that capture the city’s highlights in a way that leaves you wanting more. C+F creative director Mike Hayward engaged professional photographer Lucas Svaren for the shoot. Check out his work at http://www.2daysinseattle. com/vine... Phinney Bischoff staffers walked in the 39th Annual Seattle Pride Parade on June 30 in support of BECU, one of the largest sponsors of Seattle Pride and a Phinney Bischoff partner
Wolf Robinson since 1995... Hemlock Printers won three Best of Category awards—more than any other Canadian-based printer— in the 2013 Premier Printing Awards sponsored by the Printing Industries of America. Hemlock won PIA “Bennies” in the Business & Annual Reports, Digital Printing and Environmental Soundness categories. Hemlock also has installed a new Heidelberg Speedmaster IX 106, capable of printing both UV and conventional inks and providing a wider array of substrate and creative
Michael Courtney Design clients, the Everett Clinic and ZGF Architects, won a 2013 National Healthcare Design Award from the American Institute of Architects. MCD designed the eye-catching signage on the facade of the building.
The Omnicom-Publicis merger is the big news in the advertising world, but it’s significant that not one—but two—independent Seattle-based agencies were recently honored by Ad Age. WDCW (formerly WongDoody) and Copacino+Fujikado were named Small Agency of the Year (76-150 employees) and Small Agency of the Year: Northwest Region, respectively (see photo on Page 1). Judges noted the “fierce competition” among those submitting entries and noted that in addition to creative, other criteria, including business practices, culture and annual revenues were considered. Tracy Wong of WDCW said, “This is a very special award because it recognizes an agency’s client roster, body of creative
work and even agency culture. This is not about a onephit wonder creative campaign. It’s truly an ‘agency’ award. We were told that our category (76-150) possessed the deepest and stiffest competition across the country. We are grateful for this!” Mike Hayward, Copacino+Fujikado creative director, said: “Thanks to our clients, we’re continually challenged and inspired to create work that motivates our internal team as well as the audiences we’re trying to reach. This recognition...is a testament to the hard work and creative energy that truly embodies the C+F spirit.” The awards were presented at Advertising Age’s annual Small Agency Conference held in late July in Portland. (See photos on Page 1.)
finishes... Team Soapbox held an open house/fundraiser to welcome clients and friends to their new space in South Lake Union at 234 Ninth Ave. N. The event also benefitted Food Lifeline’s “Food Frenzy,” a competition among local companies to raise funds for Summer meal programs. The agency won first place for raising the most per capita in the “Kitchen Sink” firm category. Team Soapbox also is working to promote its Ride Around the Sound cycling event on Saturday, Sept. 14... PRR was among the companies honored at the Port of 3rd Annual Seattle’s Small Business
Champion award event. PRR CEO Rita Brogan, at right, was recognized for her work as a facilitator between the Port and a group of local concessionnaires, architects and contractors during a project to examine the Port’s requirements for the design and construction of new concession stands at Sea-Tac Airport.
30 Years as Your Local Printer for the Trade
MARKETINGnw.com • September/October 2013 • Page 20
AD AGENCIES AND DESIGNERS
Increase your profits. Print broker it to ADPRO LITHO!
PRINTERS
Increase your profits, don’t turn down jobs you can’t get done on time, people on vacation, over booked, beyond equipment capabilities. Print broker it to ADPRO LITHO!
• Award Winning Printing • Competitive Pricing • Offering FSC® Certified and G7 Master Proof to Print Certified • We use Bio Renewable Process Color Inks • Our Speedy Fiber Network Takes Less Time for Uploads With this im-press-ive lineup, no job is too small or too large for us!
Full Service Printer • In Business for 30 Years 11012 Mukilteo Speedway, Mukilteo WA
Call 425-743-3200 • 800-842-3337 or email us at quote@adprolitho.com Visit our website – www.adprolitho.com
send share save
Continued from Page 6 product or service, brand marketing is the place to be. • Brand marketers spend as much time determining how best to influence and deliver the brand promise from the inside as determining how best to make it on the outside. We communicate on several levels—to consumers, employees, distribution partners and, potentially, to stockholders. • Brand marketers hire agency partners. We fire them, too. I’ve never worked for a brand that’s been fired by their agency. I like being the general manager of the team. • Brand marketers call the shot. In the end, we control our destiny. We measure risks against rewards. We consider the opportunity, muster the required courage and make the decisions. I like that too! By the way, I’d be remiss if I didn’t say that it’s great to have agency partners who are a few steps removed. Agencies are able to stand back and observe from a broader perspective when we get too close to our work. There’s room in the equation for all of us. Rod Brooks if the VP/chief marketing officer of PEMCO Insurance. You can reach him at rod.brooks@pemco.com. send share save
Fritsch
Continued from Page 7 2. Pay attention to the quality of the people you will work for. We all need mentors. And encouragement. Great people encourage you to do your best and provide help when you need it. Look for people who understand what branding and powerful communication is really about. 3. Gain broad perspective on our industry early in your career. Today’s communication world is complex. There are many choices ahead as to which areas to focus upon. The broader your exposure, the better equipped you’ll be to choose a specific direction in the future. 4. In general, I counsel working for an agency first. This gives young people a much broader perspective on marketing and better training in solving communication issues. It also allows people to see inside major industries, which helps in making a wise choice for career focus. Most important of all—make your career what you want of it. Make choices that bring you happiness. Love going to work. Money and opportunity will abound if you do. Bill Fritsch is the CEO of Digital Kitchen. You can reach him at bfritsch @thisisdk.com. send share save
MARKETINGnw.com • September/October 2013 • Page 21
Brooks
Blackbourn: Still Active Beamer
Continued from Page 5 Mayor’s Small Business Award, the Marketing & Media Hall of Fame Honor and the King County Office of Minority/ Women Business & Compliance Award. Jann also received the Big Brothers of King County Media Service Award, YMCA Woman of Distinction, the National AAF/AD2 Lifetime Membership Award, the Big Sisters Entrepreneur Role Model of the Year and the Corporate Volunteer of the Year for Boys & Girls Clubs of King County. Of course, their biggest reward came from seeing the impact of WTA Cares in the community. In 1998, at the age of 46, Jann and Sue sold WTA to Viacom/CBS, where
Jann remained as vice president, NW regional manager for the CBS Outdoor Division. Since Jann’s retirement from the advertising industry in 2001, she continues to give back to the community and serves on numerous boards and civic organizations. And as life is a full circle, she’s back at the UW, this time serving on the UW Alumni Association Board of Trustees. She enjoys spending time between their homes in Seattle and Whidbey Island. Their son and daughter-inlaw, who live in the Seattle area and are both enjoying successful careers, will be welcoming a baby girl to the family in December.
Continued from Page 9 and flexible throughout the project. Recently, an employee at a large auto dealership in Skagit County told me, “We were amazed how quickly the campaign was completed. And once it was launched, we noticed a considerable uptick in our business!” That’s what it’s all about. • Jacque Beamer is president and brand strategist at BrandQuery, based in Mt. Vernon, which she founded in 1993. You can reach her at jbeamer@brandquery.com. send share save
Scheips
Continued from Page 11 unchecked drifting of social platforms that may be confusing, outdated, repetitive or simply boring, in and of themselves, or how they connect to each other in terms of links or calls to action. In a sense, we’re all experts at our preferred mediums and make snap but quite accurate judgments about what would be useful as we surf around the web and social media and tend to lose faith in those sites/ platforms that aren’t well organized, informative or entertaining. That’s why it’s so important for B2B companies and agencies in particular to plan and execute social media with a greater sense of purpose and the needs of their most important audiences in mind. • Derek Scheips is a Seattle-based content strategist, copywriter and online educator (Northeastern University, Mediabistro) whose clients have included DuPont, Intel, Sony, Genworth, Citibank and Microsoft, as well as small and medium-sized businesses. He can be reached at derekscheips@yahoo.com. send share save
MARKETINGnw.com • September/October 2013 • Page 22
Fair
Continued from Page 16 touchpoints as practical. Rebranding will be a multi-year process. It will begin with the highest impact, lowest cost infrastructure items to minimize capital expense. These and new product offerings that correlate to being a State Fair will come gradually in the near term. Advertising will be genuine and authentic to the brand and to Washington state. The Do the Puyallup jingle will be subtle in the advertising, to signal change. However, “Do the Puyallup” words will be referenced in all 2013 communications to support the transition process. New Strategies: Advertising, Media and Promotion 1. Rebranding to a celebration of life in Washington required a significant change in the brand advertising creative strategy. 2. The tone of brand advertising will change from high-energy to making emotional connections, using a storytelling approach. Imagery will include rolling fields of wheat, apple orchards, animal sounds, mountains and early morning sunshine: “Washington... it’s a magnificent place.” 3. Advertising for all events (concerts, rodeo, etc.) will come under the umbrella brand—The Washington State Fair—to aid in the perception change. The goal is to have the perception of the Fair and its brand attributes change each year, moving forward and away from the Puyallup Fair brand. 4. As the rebranding relates to the advertising media:
Calendar
Sept. 11—American Marketing Assn., Helen Neville of Bartell Drugs on Building Culturally Relevant Brands Internally and Externally, 11:30am, The Harbor Club, 801 Second Ave., 17th Flr, Seattle, psama.org or 206-623-8632. Sept. 12—PPI Assn., End of Summer Sale s Triathlon Training with Bill Farquharson, 9-12:30, Tukwila, see ppiassociation.org. Sept. 15—AMA, Deadline for entering annual Pulse Awards. Details at psama.org. Sept. 24—Public Relations Society of America, Connecting for a Cause annual non-profit seminar, 8:30am-3:45pm, Swedish Cultural Center, 1920 Dexter Ave. N., Seattle, prsapugetsound.org or 206-623-8632.
Sept. 27—PRSA, Totem Awards Competition early deadline. Final deadline is Oct. 11. prsapugetsound.org. Oct. 1—PRSA, Rian Merrill of Edelman Digital on Ethics in a Virtual World—An Oxymoron? 6:30pm, Spitfire Grill, Seattle,, prsa pugetsound.org or 206-623-8632. Oct. 9—AMA, Elissa Fink of Tableau Software, 11:30am, The Harbor Club, psama. org or 206-623-8632. Oct. 16—PRSA, Annual Meeting, panel featuring digital media experts, Foster Golf Links, 13500 Interurban Ave. S., Tukwila, prsapugetsound.org or 206-623-8632. Nov. 7—AMA, Pulse Awards Banquet, 6pm, Bell Harbor Conference Center.
Fair
posted in Eastern and Western Washington this year. Washington State Fair advertising broke in mid-August. At that time, 36% of metro area adults and 41% of Fair visitors already were aware of the name change. Unique visitors to the website already were up 31%. Things were looking good. But, in the final analysis, only time will tell if the new Fair brand will sustain and grow this local icon. Dan Japhet is the principal of Strategic Media Alignment and was a key player in the five-year process that led to the Fair rebranding. You can reach him at sma1@ japhetmedia.com
Continued from Page 22 • The initial goal is to begin projecting the new brand identity without any loss in attendance • It’s also a goal to reduce the noise level of Fair advertising by a slight reduction in message frequency. • More, longer-length television and radio branding will be scheduled. • More media will run in King County this year. • More geo- and demo-targeted online and social media opportunities will be implemented this year. • A limited amount of outdoor will be
send share save
You’re invited to a weekend of NETWORKING, EDUCATION, INSPIRATION & EPIC EVENTS around the future of Print Communications.
THE REGIONAL CONFERENCE FOR PRINT & VISUAL COmmUNICATION PROFESSIONALS
re g i ste r n oW fo r a co n fe re n ce p a ss o r å l a c a r te at
P R I N T L A N D I A .O R G J o i n u s at t h e Wo o d m a r k H o te l , Ya c h t C l u b & S p a i n K i r k l a n d , WA R e s e r ve yo u r ro o m e a r l y a s ava i l a b i t y i s l i m i te d
SPECIAL CONFERENCE EVENTS INCLUDE FRIDAY NIGHT - Vendor Fair including exhibits from alder Technologies, Barran Liebman, Canon, Xerox, Carlson advisors, Federated insurance, Fujifilm, Heidelberg, Hewlett Packard, Paynorthwest, Marathon Solutions, inc., Media inc., pti Marketing Technologies, ricoh & WCP Solutions.
FRIDAY & SATURDAY - GUeST SPeaKerS FroM aLL oVer THe U.S. SATURDAY NIGHT - PrintroCKS! PreSenTaTionS & CaSino ParTY
MARKETINGnw.com • September/October 2013 • Page 23
OCTOBER 4 • 6, 2013
MARKETINGnw.com • September/October 2013 • Page 24