Your Most Valuable Resource is Closer Than You Think

I walked into the office last Friday morning with big plans. I had new ad creative due by the end of the day and cleared my schedule to devote myself to this one particular project. And I was ready. I went for a run before work, had my coffee and was perfectly prepped to spill my creativity into a print campaign for the next eight hours. Well, as to be expected when you put all your eggs into one basket (or in my case, one day), I got into the office and learned that our servers were down. So there I was: No art files to start from, no way to access the internet for research, no websites for inspiration, nothing.

My initial reaction was panic. What was I going to do? I had an entirely new ad concept due by the end of the day and nothing to use as a resource. Until after about 5 minutes, I stopped and realized that I did in fact have the one resource that is the most valuable: my brain. So I sat down with a pen and a piece of paper and started brainstorming. I did mind-maps, sketched comps and let my mind focus on this one specific project without the distractions of email, internet, social media, etc. And the result?

Well, once the internet and server were back up and running, my ad campaign was complete within a few hours. And our client loved it.

When I looked back, I realized that our Friday morning Server-geddon was the best thing that could have happened to me. We are all so inundated with information through the internet and social media, that we forget where our most powerful resource is.

From now on, I will always start with pen and paper ­- even if it feels like a waste of time. Because it reminds me that my best thinking can’t be found on a website or in the depths of twitter-land, it’s found within myself.

The Client Factor

Last week Lauren and I went to SCAD Atlanta to speak with students about life after art school. Well, I spoke with them about life after art school. Lauren had much more professional and beneficial insights to share.

Since I’ve been working here at eos, my life has been a whirlwind of designing websites, concepting, creating print collateral, logo redesigns, anything creative you can imagine, I’ve had the great fortune to do it all here. And I love it. So on the way to speak to these design students, I took a moment to reflect on how different life is when you leave art school and enter the corporate world.

The biggest and most important difference is what I like to call “The Client Factor.” Simply put (but not so easily executed), you are no longer creating for yourself, you are creating for the client.

And creating for the client takes modesty and professionalism (something that a lot of artists have trouble with). It also requires you to establish a level of trust with your client. After all, this is THEIR money you’re spending. Their hard work has earned that money. It’s imperative that you are empathetic to this.

That said, The Client Factor requires thorough planning before you even consider the execution. A lot of times people think creative work is just making something pretty. Not true at all. You must have a concept. A strategy. A support system that assures your client you are handling their hard-earned money with the utmost amount of sensitivity and smarts.

Look at good design out there today, I promise you it was made possible because of a domino-effect series of events between the client and the creative.

1. A plan was established
2. Trust developed between the client and the creative team because of this plan
3. This trust allows the creative to have more leeway when developing the work, leaving both companies with work that they all can be proud of.

So, in looking back after art school, I’ve learned that it is no longer about me. It’s about the client. It’s no longer about me. It’s about the client. If you’re a creative, say this over and over and over. And then over again. Because it can be tough at times. But if you can get that burned into your brain, I assure you, everyone involved will come out on top.

Hold the onions on my left-handed Whopper, please.

For years, major corporations have used April Fool’s Day as an opportunity to launch large-scale pranks on unsuspecting consumers. While it’s all fun and games, many are unaware that these “jokes” are merely viral marketing campaigns packaged an April Fool’s shenanigan.

It’s a brilliant concept. Whether it’s Google changing its website name to “Topeka” or Starbucks adding a 128 oz cup of coffee its menu, these “pranks” result in loads of consumer interest and free publicity. Consider the following “gotchas” pulled by a few very well-know corporations:

·          Taco Bell sparked an uproar when the company announced it had purchased the Liberty Bell and renamed it the “Taco Liberty Bell.”  When asked about the sale at a White House press briefing, then-secretary Mike McCurry reportedly announced that the Lincoln Memorial had also been sold and renamed the “Ford Lincoln Memorial.”

·         Burger King announced the new left-handed Whopper. The company took out a full page ad in “USA Today” highlighting the first ever burger designed for 32-million left-handed Americans. The company issued a release detailing the hoax after thousands of customers either ordered a left-handed burger or made it a point to mention they wanted to stick with the classic, right-handed version.

·         Kodak has launched Aromatography, “a breakthrough in digital imaging processing” that uses Neuro-optic nasal sense imaging technology, known as NonSense, to bring pictures to life with scratch-and-sniff aromas.

These gags are great examples of how companies have managed to turn tomfoolery into an opportunity to expand their brand presence. Click here to check out a list April Fool’s Day 2010 pranks by some of our favourite brands. 

Is advertising dead?

Ah, yes. Is advertising dead…the most frequently asked question in this ad-soaked world we live in.

The truth is, it’s not dead. And I’m not just saying that because if it were, I would be out of a job. A few days ago I saw a commercial that proved this very point to me. It was one of the new Amazon Kindle commercials.

The light-hearted tone, cheery music and unusual film technique spoke to me. I actually walked away from viewing this commercial not wanting the last 30 seconds of my life back. And it got me thinking…why do I like this commercial so much?

I liked it because it spoke to me emotionally. It didn’t tell me how great the Kindle was or how much my life would benefit from it. No. In half a minute, they managed to do nothing more than create a world I want to be in. A world where things are whimsical and fun. It was a break from reality for me. And sometimes that’s all that advertising needs to be to be effective. An emotional break.

So to those who think advertising is dead, I ask you this: What is your definition of advertising? Because if it is spouting off the benefits of your product or service with no regard to your target audience or watching an inanimate object crack dumb jokes and use bad puns, then yes, advertising is dead.

But if your definition is connecting to the consumer on an emotional level, then advertising not only isn’t dead, but never will be. Because in pulling an emotion from someone, advertisers must continue to challenge themselves to speak to the consumer in a way that hasn’t been done before.

Click here to view the Kindle commercials.

HAPPY BIRTHDAY SUSAN!

Today is Susan’s birthday, and to celebrate, we have made her head goddess for the day at EOS! Doesn’t she look chic in her pink boa and crown? This afternoon, the team will treat her to a special birthday lunch. Don’t forget to Facebook, tweet or email her you birthday well-wishes.

Every Picture Tells A Story!

Two weeks ago, EOS was presented with a plum opportunity - to develop the World Water Day exhibit for the corporate headquarters of The Coca-Cola Company.  Of course, we jumped at the chance, because we recognized that it was the ideal place to bring attention to a very important cause-marketing effort RAIN - the Replenish Africa Initiative from The Coca-Cola Africa Foundation.
 
Through the use of some amazing photography from The Coca-Cola Africa Foundation, we were able to tell the story about the daily struggles Africans must endure to obtain one of our most basic necessities - water.  Yet, we were also able to show many of the wonderful clean water initiatives RAIN and The Coca-Cola Foundation have been able to provide to children and families in water-starved locations.  Read more about Coca-Cola’s commitment to global water stewardship.

We’ll be launching the website for The Coca-Cola Africa Foundation/RAIN the week of April 19.  Be sure to sign up and become a RAIN Maker, which is a supporter of this very important cause.  Because with many drops, we can create a wave of change - around the world!

Talkin’ ‘Bout My Generation

A few weeks ago, my former mentor and I had a friendly debate about one of her new employees. This “young kid” - as she put it - fresh off an internship thinks he can run the entire office. He’s only been an employee for 3 weeks (her exact words were “a whole 15 days”) and he’s ready to advance to the next level. I explained that he is just an ambitious young man who is excited about his new position, and if given the opportunity and guidance, he could accomplish great things. 

She rolled her eyes and smugly retorted, “I knew you’d say that. You Millennials are all cut from the same naïve cloth. Come talk to me in 20 years when a kid with next-to-no experience strolls into your office and demands to be promoted.”

Even though I was mildly offended, I knew I wouldn’t win the argument, so I humbly bowed out. Two days later, just to drive her point home, she sent me an article entitled “Managing the ‘Me First’ Generation”, which discusses the workplace power struggle between Boomers and Millennials. For those of you who aren’t up on your demographic lingo, a Boomer - or Baby boomer - is anyone born between 1946 and 1964. Millennials - or Generation Y - are those born after 1982.

Being a proud Millennial, I found some parts of the article validating. It points out that most of my generation was raised on a healthy dose of self-esteem from our über supportive parents who incessantly told us that we could do anything. Imagine being conditioned to think that way for more than 20 years. When we enter the workforce, we naturally think that no task is beyond our skill set - regardless of how limited that skill set may be. Now imagine the sheer terror and frustration we feel when our bubble is burst.

I understand this mindset can lead to some rather difficult challenges for our Boomer managers - who coincidently are from the same demographic as the parents who helped foster this attitude. Pretty funny, huh? 

Much like the author of the article, I am here to offer advice to all Boomers who are going bald from the stress of wrangling in Millenials. Are you ready? Take a chill pill. It’s that easy.

We may bring a hint of informality to stuffy - I mean traditional - work environments. And occasionally, we may have a misplaced sense of entitlement when it comes to leadership positions. However, we are fearless risk takers who are eager to tackle any project put in front of us. We crave training and opportunities to learn from you because we want to grow professionally. We just need you to be a little patient with us as we experience our growing pains. And, it couldn’t hurt for you to acknowledge that you were once in our shoes.

I hope this insight into the mind of a Millennial has given you Boomers some comfort. And if it doesn’t, know that in about 20 years, we Millennials will be going through the same thing.

Who knew bananas could spark creativity?

Stepping outside my comfort zone

As a designer, I’m always trying to keep my ideas fresh. And the best way to do that is to step out of your comfort zone artistically. Now, sometimes this produces unusual results. For example, I have an end table that is shellacked with playing cards and campbell’s soup labels. Not my best work. But it was something I did outside of my normal aesthetic. Creativity is like a muscle­ - you need to keep working it, otherwise it will atrophy. That said, I stumbled across this website the other day for some inspiration: www.jellio.com/store.html (See the picture of a cupcake chair).

Seeing this work got my blood pumping and heart racing. Who knows - perhaps this weekend I’ll create a xylophone made of twizzlers. Or a slinky hat, or an oreo mosaic, or a scrabble-tiled picture frame…. When you think outside the box, the possibilities become endless.

Tips for Entrepreneurs

Margaret and I went to Cliff Oxford’s Entrepreneur Advisors event last Friday, February 26^th at the Ritz-Carlton. We are founding members of the Entrepreneur Advisor’s group, but our hectic schedules make it difficult to attend the continuing education events it offers. Going to this symposium was time well-spent, and reminded us of the importance of “sharpening the saw” every now and then. We were excited to have our newest client, Janice Howell, co-owner of MODA Floors & Interiors, join us as our guest.

The day was filled with discussions on strategies that entrepreneurs can use to develop and improve their businesses. For me, there were several topics that reinforce the EOS business model, and the marketing advice that we provide our clients.

 I found Cliff Oxford’s Three Steps of Change Management to be very intriguing, especially in the Atlanta’s current economic climate. These steps include:

•  When tackling a major project or problem, find a bright spot then clone it. In other words, find something that’s working and do it over and over again.
• Change comes from doing, not knowing. Sometimes you just have to start moving even before you have all the facts - clarity will come with action.
• Simplify the problem to its core essence and it will be easier to identify the right course of action.

We also spent some time talking about lead nurturing & management - especially online leads. The presenter used this New Yorker cartoon to highlight some of the positives and negatives of interacting with people on the internet.

The positive aspect of “no one knows you’re a dog” is the level playing field created by anonymity of Internet - small companies can have the same impact and presence as large ones. However, on the negative side, if you don’t use your online presence to clearly communicate who you are and the value you bring to your customers, you might as well be a dog.   

We’ll keep you updated on the next Entrepreneur Advisor’s event. We hope to see you there!