How many times have we all heard this from the mentors in our lives?
 I can personally attest that I was told this at least 3252 times from mine.
When it comes to the website that supports your business, this exhortation is especially true. Because, if you don’t have a great looking, easy to navigate, rich with relevant content website, then you’re really limiting the potential of your business. But maybe you’re one of the few who are way ahead of the game. Your site is a virtual wonderland and it’s bringing in more business than you can possibly handle.
How can you tell how your site is doing? I thought you’d never ask!
Here they are……….. (Que the Booming Base Voice)

SIX CRITICAL QUESTIONS TO ASK ABOUT YOUR OWN SITE

1. Is it super easy for your staff to change out text, copy, and video on you site? (So easy, that Gertrude, the original Receptionist of the Company, can even do it?)
2. Do you receive compliments on how easy it is to find helpful information on your site, or do you cringe when you go there yourself?
3. How good does your site look and feel when compared to your best competition?
4. Do you have a professionally produced video on your site that will make people fall in love with your company?
5. Are you consistently tweaking the keyword content on your site in order to optimize your site and raise your SEO scores?
6. Is the LOOK of your site consistent with your Brand Personality?

If you answered these questions, then you deserve a hearty Atta-Boy or Atta-Girl for staring marketing reality straight in the eyes.
Where ever you’re at in the life cycle of your website, give us call and we’ll help you maximize it’s impact on your overall marketing effectiveness.

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Tracking the “origin” of a sales lead used to be a pretty simple thing;  a consumer heard a radio spot, or a saw your newspaper ad, they looked your name up in the yellow pages and gave you a call. Then they probably went over to see Ward and June Cleaver. But that was yesterday, and yesterday is gone.

Fast forward to present day and the media landscape has gotten fragmented to say the least. Now, thoroughly modern Sarah (our 36 year old target market personality) first hears a radio spot during morning drive. She’s busy sipping her latte and talking on her iPhone so she doesn’t quite get the whole message. Later that day, she’s standing in the lunchroom at work when one of your TV spots comes on, but her train of thought is derailed when her boss announces the latest crises. Finally later that night, Sarah plops down in front of her computer and does a search utilizing part of your businesses name. Fortunately, you listened to our repeated pleas for a consistent SEO program, so your name pops up right at the top of the page. Next day, she calls or emails, your enthusiastic sales person closes the sale, and life is good!

And now the big question; who gets credit for the Lead?

Answer:  They all do.

And that is precisely why you must have a carefully planned and executed integrated media plan.

photo credit: Weekend! via photopin cc

photo credit: thephotographymuse via photopin cc

If you’re in business it’s bound to happen. You come up with an idea and something in your gut tells you it’s the perfect course of action…… BUT… everyone around you isn’t as excited as you are about it. You go over it a couple more times and you sell it the best way you can, but the key people aren’t buying in. And when the ‘key people‘ is important client, it’s especially challenging. We’ve certainly had our share of ‘Hunches‘ at SA’s Video Production Division, sometimes a client will catch the vision and sometimes they don’t.  If not, then we usually just resign ourselves and proceed to plan B, which is usually a more conventional approach that the client is comfortable with. But sometimes, it’s really hard to give up, and that’s when it helps if you are willing to, as an old buddy used to say, “put your money where your mouth is.”

 
A couple of years ago, we approached a client of ours with the idea of shooting in a commercial in New York.  Since they are known for their New York Style Pizza, this hunch actually made sense.  But there was that cost thing, and the client just wasn’t convinced it would pay off. After failing to sell the idea I had practically given up, but then it hit me!  Just shoot the darn commercial and then show it to them.  The more I thought about it, the more excited I got.  Now all I had to do was figure out how to do it without losing a lot of money…if they didn’t go for it.

It took about a month of planning, but we got it shot, edited it, did a minor color correction and then invited the client over to take a look…..I’ll never forget that feeling; a cross between sheer exhilaration and stark terror as the seconds ticked by… Thankfully, they loved it!  And more importantly, it became the most successful commercial they’d every run.

So what’s the bottom line?  Sometimes you’ve just got to forget about the bottom line and go with your gut. Will it always work?  No, but it’s just possible that the challenges you face with some ideas can be a sign that you just may be onto something.
photo credit: Jeff Kubina via photopin cc
photo credit: Sprengben [why not get a friend] via photopin cc

And recently, I was reminded of the power of a “Stand Out Identity” in a funny way at Mercedes Benz Fashion Week in New York. One of the first shows we covered this year was set up as a “Presentation”.  In a presentation, models walk out and pose for photographers for about 5 minutes.  Then they leave and a new batch comes in. On this particular day, I noticed that I seemed to be getting a lot more “attention” from models than some of the other photographers.  At first, I chided myself for “imagining such a ridiculous thing.  After all, 
“Andre”  (my Fashion Week persona) is certainly not world famous”. Nor am I young or hip. But for some inexplicable reason, it seemed like each model was spending more time in front of my camera and they actually seemed to be “responding” more to my lens.

 
The mystery stuck with me till the end of our day when our Talent, Mal Pearson strolled over to the pit and took a picture of me alongside my “pals”. Later when I saw the shot, it occurred to me that maybe, just maybe, the extra attention was for a very simple reason.  Almost everyone else around me was dressed in Black or white, but with a bright red shirt on, I definitely stood out in the crowd.

 
Take Home:  As Apple used to say, “Be Different”.   It doesn’t guarantee you the sale, but it sure does help you to get a shot.  Literally.

The Omaha Midnight Run:  Corporate Development Video

The Objective:  Encourage support from companies and individuals for the Hope Center for Kids and the Abide Network, two amazing organizations who are dramatically touching their communities.

The first few moments of any message are critical…

We have all faced the inevitability of difficult choices in our lives.  For kids growing up in an urban environment, these choices can literally be life changing, so we decided to start with one of these “moments”. We also wanted the viewer to experience the parallel of long distance running with the challenges of life; both involve “personal” battles that require overcoming self-doubt and the temptation to give up before reaching the finish line.

A second and critical element of the story was “transformation”.   We wanted to be able to illustrate the incredible power of personal breakthrough even though much of this miracle is an “internal” event.  So we opted to use three different aged runners to paint the picture of a very special life that evolved out of the struggle.  We also decided that the “effects” that accompanied these “transition” points should be subtle yet effective.  We utilized a number of impromptu focus groups to make sure we achieved the goal.

There were also some really cumbersome scheduling hurdles to jump, as well. The shoot had to be done at night, so this meant we couldn’t start until around 10pm CST when traffic would be lighter. Working late also presented a few problems with coordinating talent schedules and finding ways of minimizing crew fatigue.  Once midnight hits and you’ve worked a 12-hour day already, your brain powers down to about half speed. It took a concerted effort on the part of the entire cast & crew to keep everyone on point.

A night shot is always a huge challenge for any cinematographer, and with most cameras, this production would have been impossible to shoot without some additional lighting. Fortunately, we had recently invested in the new Canon C300.  The camera proved to be incredibly adept at a wide spectrum of urban lighting and the latitude that it afforded blew us away.

The greatest technical challenge we faced was the stabilization of the running shots. In pre-production we ripped through several ideas that “would work but weren’t ideal” and to be honest, our confidence was thin. We had seen so many uber-expensive gyro mounts for cars, and pricey gimble setups, and our fear was that we would have to break the budget to get quality running shots.  But just when it seemed our options were slim to bleak, we came across a possible solution; The Sticky Pod.

The Sticky Pod essentially connects any tripod or fluid head to a series of support arms that can be suctioned onto any surface (in this case a car driving in front of our subject). It can support a lot of weight and is very customizable – it seemed to be the perfect solution. The one unknown was how it would perform absorbing the shock from bumps in the road. We immediately started testing the rig on our production vehicle, and we were floored by the results. Even on some really bumpy areas, our footage was coming out remarkably smooth.

In the end, this production was a fantastic experience and we were very gratified to hear how delighted our clients were with the results.   A special thank you to all the talent, crew, and the Omaha Midnight Run for the opportunity to work on this amazing event.

Make sure to bring everyone you know to Omaha for a one of a kind experience.  We’ll see you at 11:59…

Then it hit me!

The first line, “Here I am, baby…” really seemed to capture what the essence of why Video is the absolute King of the Hill when it comes to promotion. When ever you use a well produced video on your website, in your commercials, or corporate video, it is as if your brand is dressed to the Nines, and singing out a sweet siren song, “Here I am, baby”…..signed sealed delivered, I’m yours! It’s hard to over-emphasize just how important it is to have pristine HD video as part of your marketing efforts.

Recently, we completed a project with a client who had initially responded to the idea of a 2-minute company video with a fair amount of skepticism. However, they were curious enough to proceed. The Sleight Advertising team developed a great script and production plan and then spent a day on site shooting the business and testimonials. When we got done, they were absolutely blown away, not only by the Quality, but also by the sheer impact it had on their site’s overall power. So, take Peter’s advice, and get on the, “Here I am baby” video bandwagon. And don’t worry; if you call the SA Video Production Team, you won’t have to go to “Extreme’s” to get it done. Sorry, I couldn’t resist.

In the world of video production, sometimes an “event” can take place that actually turns into an opportunity to make a better commercial or movie.

Last night we were shooting for a non-profit in an urban location that happened to be about 200 yards from an Amtrak Station.  We were directing some young talent on a running scene, when a train began approaching.  At first, I was frustrated because I was having to yell over the roar and then ‘it’ hit me. Having  a moving train as a background was a lot better than just having the soft tint of a dimly lit street!  The crew jumped into action and we ran the scene again to capture the moment before the train passed (if you’ve ever seen the movie “Super 8”,  you’ve got the picture in your mind).  Fortunately, we were better prepared and the train didn’t derail and explode in the middle of the scene!
When it comes to marketing your business, sometimes “trains” better known as problems or challenges, can occur that are actually thinly veiling opportunities for you to better market your business.   A couple of examples come to mind:

1. A family or business needs your service because of  a high visibility disaster that will generate a major human-interest angle with the Press. Take advantage of the opportunity before someone else does!
2. A customer gives you a gushing thank-you for the work your company has done.  Strike while the iron is hot!  Capture this enthusiasm and passion in a testimonial.  I know you’re busy and it takes time, but this is the kind of  “Gold” that is rare and precious.
3. Your company is introducing a new product or service.  Resist the temptation to just announce it with a half-hearted press release and tri-fold brochure that has all the excitement of a children’s sparkler. Instead ask SA to create an attention getting media strategy that will launch things like a major 4th of July Mortar Explosion.

The next time a “loud train” shows up in your life,  ask yourself,  how can I take advantage of this? Don’t let “business as usual” keep you from utilizing innovative and exciting marketing approaches.

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In a previous entry, we talked about how important consistency when it comes to your marketing and advertising budget.  Today, I’d like to give you the other key that can unlock steady growth even in a down economy; Your Brand Differential.

The Brand Differential is simply what your company offers prospective customers that sets you apart and distinct from your competition.

Tough Question One:  Do you know what yours is?
Now before you answer, there is a really important caveat; your brand differential isn’t what YOU think is important, it’s what YOUR CUSTOMER thinks is important. Honestly, many businesses are adept at creating a “me too” marketing approach. Then unfortunately, all they do to set themselves apart is by using price; a loosing proposition. But in order to really grow, you must do the research in order to establish your most powerful Differential.

Question Two:  Assuming you know what it is, are you leveraging your Brand Differential in the complete spectrum of your marketing communications?

 Once you know what your sets you apart in the mind of the customer, you’ve got to make sure to use it effectively.  It reminds me a little bit of the classic Stanley Kubrick movie, Dr. Strangelove when Peter Sellers character was yelling at Keenan Winn to bust open the Coke machine with is rifle: “Use the Gun! He yelled, “That’s what’s it’s for!” The same thing is true for your Brand Differentials.  You’ve got to use them or they don’t do you any good.

Case in point:  Right now I’m in a special medical clinic with my daughter back east.  When I was “shopping” for clinic like this, I had a hot button that I was looking; it definitely has to be “outpatient”.  Now I’m guessing we aren’t the only people looking for such a place, but when I did my research, this place didn’t turn up and the “outpatient” feature was not highlighted prominently on the website once I did find it.
Don’t make the same mistake; find your “gun” and then use the darn thing!

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Mal Pearson was a 22 yr. old visionary with a huge vision and a completely unknown brand. She wanted to connect with women in the competitive fashion and lifestyle segment, yet in an entirely different way. Rather than the usual, “here’s what the stars are wearing….” Approach, Mal wanted to empower REAL women to create their own personal style with practical, entertaining, and encouraging content in a variety of delivery platforms. The SA Team developed a new Web Site, Facebook pages, a series of Social Marketing strategies, promotions, and video programming on the internet to create the Mal Pearson Brand.

The results?

• Mal Pearson is now a recognized thought leader in the dynamic fashion and lifestyle segment.
• Mal is a regular guest on the CW Network’s Morning Buzz program seen on over 170 television stations across the U.S.
• Mal’s credibility has given her unique opportunities and relationships in the fashion world.
• Mal has developed a strong relationship with her followers and now has over 23,000!

And if all that weren’t enough, on April 2, 2012 Mal released her revolutionary iPhone App StyleItSocial. On StyleItSocial users can upload their own outfits, stylist, looks and receive feedback from the StyleItSocial community. They can also give constructive feedback on others looks, hire a stylist straight from the app and win all sorts of prizes. Check it out here: StyleItSocial.com

Visit: MalPearson.com, Facebook, Twitter, Youtube

One of SA’s amazing clients is the National Safety Council. This remarkable organization saves lives by preventing injuries and deaths at work, in homes and communities, and on the road through leadership, research, education and advocacy. The most recent campaign we produced for the NSC was a fireworks safety campaign. In 2011 fireworks within city limits became legal in the Omaha metro, so there was a major concern for public safety within the NSC. To get the ball rolling on this exciting project, Erica Sorensen of SA became the liaison between the client, creative, and media. Sorensen is an account manager who coordinated all media efforts to ensure the campaign would go off without a hitch.

Their main goal was to bring a compelling awareness about hazardous fireworks, how to handle them properly and stressing the importance of keeping children a safe distance away. An additional objective was to encourage families to attend a public display and leave the firework handling duties up to professionals. After presenting a variety of concepts to the client, one seemed to hit home. Since one of NSC’s key target demographic was middle-aged men with children, a military theme was concepted along with the creation of a memorable spokesperson.

“We needed a ‘manly’ attention getting character so we decided that it would be fun to create our own drill instructor type of guy,” says Andrew Sleight. The campaign would utilize one 30 second commercial and a series of 15 second ones featuring “Major Intelligence”, a character created by SA.

“Our hope was that he would become the conscience for people who would be setting off fireworks in Omaha,” Sleight recalls.

“The Military Channel has a really popular series called ‘Top Ten’ where they illustrate weapons and describe their capabilities,” Sleight adds, “we decided to mimic their approach.”

The creative strategy was to illustrate the similarity of fireworks to military weapons. For instance, a sparkler became the “M5 Incendiary device” that burns at over 2,000 degrees and has the capability of burning down homes. So the attention-grabbing theme and message approach had been created, but now the team had a major challenge to overcome; how would the team make things look real while not really endangering anyone with fireworks?

“Our initial experimentation with a green screen was less than satisfying, so the only other option was to actually set off fireworks,” says Sleight.

This brought about some more technical challenges, but Sleight says the team had a breakthrough. Watch the video below to see how our production manager overcame these challenges and created the distinct look for the campaign in post-production.

In the end, the client and team were very excited about the finished product.

As far as the end result, Kay Farrell, President/CEO of the NSC said it best; “We’re sure the awareness created saved lives and reduced injuries.” For more information on the National Safety Council and upcoming campaigns, visit nsc.org.

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