Archive for the ‘Creative’ Category
National Senior Games spot
If you stepped out to the kitchen for a beer during last night’s Browns-Packers game you might have missed it, but Adcom did a 10-second spot for the National Senior Games, which will be held in Cleveland next year. Take a look.
How digital apps can drive e-commerce and m-commerce sales
With e-commerce spending reaching a double-digit share of all retail spending, online B2C marketers are devising push-and-pull strategies to grab the attention of consumers. These methods must provide assurance and convenience, while also standing out amongst other similar techniques in practice.
One way to do this is through digital applications, a slight shift from e-commerce to m-commerce. Not all shoppers are ready for this yet, but they soon will be and smart brands will be waiting for them when they arrive. Below are 3 ideas to drive online sales.
1. Blend Physical and Digital Interaction via a Unique Social Spectacle
Launch a provocative digital-based spectacle that causes consumers to gather in a physical space to engage with your brand and, ultimately, make a same-day purchase. Here’s how you do it:
- Connect the event with a phenomenon or cause (not related to the brand) that resonates with the target group.
- Include a digitally-based spectacle that consumers can interact with only through their mobile devices; the same tools they can then use to make a purchase.
- Bring consumers closer to the brand with a promotional offering they can’t resist.
Once they make the purchase on a mobile device via a digital application, allow customers to pick the most convenient route to obtain their goods (i.e. delivery or pickup).
While congregated, consumers can mutually influence one another’s purchases through group think, engendering effective social shopping.
If executed adeptly, the spectacle will wow the masses, including media. More importantly, it will induce multiple and instantaneous online purchases.
South Korean big-box retailer Emart did this with its ‘Sunny Sale-QR Code’ campaign. The stunt boosted sales and earned lots of free publicity.
Continue reading How digital apps can drive e-commerce and m-commerce sales
How to get to the heart of what you’re writing
Writers have a habit of getting in their own way. Faced with a writing assignment — a white paper, a press release, a blog post, ad copy — we tie ourselves in knots wondering how to begin. Too often, we tangle the opening paragraphs in clauses and context and never really get to the point until later in the piece. Maybe our readers will trail along after us that far, but probably not.
I was taught a good way to avoid this when I was a reporter for a daily newspaper. Though it originated in journalism, I’ve found it works for marketing as well. Whenever reporters would get together at lunch or Happy Hour, we’d talk about our latest stories. It was understood that no one wanted to hear a lengthy recap so the response inevitably was a quick summation delivered between swallows of beer or bites of a sandwich.
“The mayor and City Council are fighting over block grant funding.”
“Warehouse fire on the East Side. Nobody hurt, but hazardous waste was hidden inside so they had to call the EPA.”
“Acme Corp. is expanding its anvil factory. Adding a new production line and 200 jobs.”
Because we didn’t have the time or feel the need to formulate elaborate explanations, we summarized quickly and accurately, delivering the news and skipping all the extras. That summary is never the entire story, but it is the kernel, the most important part of the message.
Next time you find yourself paralyzed at how to begin a writing assignment, imagine you’ve been asked about it by someone who doesn’t care to hear too long or too detailed of an explanation. What you come up with might not be the lead of the piece, but it will be the essence of what you’re trying to say and that’s always a good thing to remember when you’re sitting at the keyboard.
The Future of Market Research: 5 Innovations to Watch for in 2012
The great David Ogilvy once said, “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.” Those words from the great David Ogilvy are as true today as they were then.
Market research professionals, firms and organizations from IBM to Forrester Research are projecting the next trend in market research to be “making the transformation from research to insight.” If you ask me, that’s what market research has always been. An effective market researcher should be able to plan, conduct, analyze, and report actionable market insights and solutions to clients.
If you can’t do that, you’re probably just sharing stats that you found on eMarketer. I’m not discrediting eMarketer, which is an excellent research provider, but I see many advertising and marketing professionals searching for and relying too much on the latest stat or trend instead of taking that data point and translating it to something of value. Does that trend even make sense for your client’s unique situation? Or are you simply trying to impress them? This is not a problem with the research provider, but the researcher himself.
Instead of projecting the next trend in market research to be “making the transformation from research to insight,” which should already be innately infused into the mantra of the market researcher, I project the future of market research to be the convergence, or mash-up, of emerging technologies and lateral creative thinking across industries with the discipline of market research.
We are all living in a perpetual state of beta. We all have the ability at any time, to analyze our past and present to optimize for the future. And for market researchers, now is the perfect time to seize the opportunity to innovate the industry in ways George Gallup could have never imagined. So borrow from other competitors, borrow from other industries, borrow from culture – use lateral creative thinking to expand your potential and create new methodologies to reveal new insights and solutions. Below are five examples of this approach, which will continue to grow, especially in 2012.
Continue reading The Future of Market Research: 5 Innovations to Watch for in 2012
“To Squint or Scroll? That is the New Question…”
Three words help us to answer this question: “Touch Screen Innovation”. Apple’s iPad and iPhone utilize this technology to revolutionize the way users browse vertically through websites. As a result, modern site design allows for more height in the layout, requiring vertical scrolling. The overall web experience is naturally developing into a scroll and slide approach. Continue reading “To Squint or Scroll? That is the New Question…”
The ‘Wow’! It isn’t about the homepage.
Three seconds if you’re lucky. It’s all you’ve got.
You only have a few seconds to gain the interest of your visitor. It’s important to make those few seconds count when making a first impression. However, those few and precious seconds don’t always happen where you believe they are going to happen. Continue reading The ‘Wow’! It isn’t about the homepage.
Terra Community College & The Adcom Group Launch New Website
The Adcom Group recently launched a new website for Terra Community College, www.terra.edu.
Terra is a community college based in Fremont, Ohio – like many community colleges in our state and country, Terra has seen exponential growth in enrollment and types of courses offered, requiring a more appealing website functionality more similar to what is found on the websites of 4-year institutions. Terra is also unique in that it has both an early-childhood education school and a continuing education school as a part of the college, providing the team here with the challenge to create a design, structure and content for the website to speak to a wide range of ages and folks in different stages of their lives. Continue reading Terra Community College & The Adcom Group Launch New Website
The Adcom Group Launches New Let’s Move It! Website
The Adcom Group of Companies just launched the newly designed and developed Let’s Move It! website. The website was originally developed to be a consistent brand for Cleveland Clinic’s sport sponosrships. This year, Cleveland Clinic worked with The Adcom Group to evolve the campaign objective to be more of a wellness hub for the Clinic system, complete with a whole new redesign and site build. The website allows you to easily submit your wellness questions right on the homepage and acess videos, tips and articles on diet and exercise. Continue reading The Adcom Group Launches New Let’s Move It! Website
Lisa Kudrow Hosts the Webby Awards Live on Facebook at 8pm Today
Optiem Wins Webby Award for ANGA Website
America’s Natural Gas Alliance work selected as an Official Honoree
CLEVELAND, OHIO – June 13, 2011 – Optiem, LLC, Cleveland’s leading interactive marketing agency, was selected as an Official Honoree of the 15th Annual Webby Awards in the Associations category for the newly designed and developed America’s Natural Gas Alliance (ANGA) website. Continue reading Lisa Kudrow Hosts the Webby Awards Live on Facebook at 8pm Today
Cliffs Natural Resources Launches Website Today
Check out two great projects we just completed for our client, Cliffs Natural Resources: Continue reading Cliffs Natural Resources Launches Website Today