fort myers
ETHICS: So Simple, a Child Can Get It.
Thursday, July 26th, 2012 | Uncategorized | No Comments
I’ve owned my own company for 26 years. Across the first 22 years of our history, we never absorbed a loss due to nonpayment of services rendered — for any reason — more than $18,000. In fact, the cumulative total across two-decades-plus of doing business isn’t much more than that.
But the last four years? My, that’s a different matter. Since 2008, NOISE has survived bad debts totaling more than a quarter million dollars of profit — and just recently, we’ve been handed another bag of potentially uncollectible invoices in the mid-five-digit neighborhood.
Bad economy? Bad president? Bad luck?
Maybe. No. And luck has nothing to do with this. Interestingly and most disturbingly, I believe the common exception that appears to have become the norm in recent history is bad people, doing bad things and, too often, doing them deliberately — then justifying them under the self-delusion of “oh well, it’s business.”
Our most recent example of this behavior involves more than simply a client of the agency. It involves a local acquaintance and, theoretically, personal friend of mine. In fact, this personal relationship and the inherent trust we placed in it was the primary reason NOISE accepted the assignment. So when CFO Milissa Sprecher and I decided to explain the situation and this individual’s rationalization to our children, we used the following analogy:
“This man asked us to buy him groceries. He asked us to buy groceries for six months. He asked us to buy everything he finds tasty, which by the way is a bunch of food that we couldn’t ever use ourselves. He promised he would pay us. We double checked. We triple checked. We told him exactly what it would cost, and he said okay, and everybody else in his house said okay too. So we went to the store. We put it all on our credit card. We delivered it all to his home. He loved it all. He thanked us. And then, when we asked him to pay us for all that we had done, he said: oops. Guess I made a mistake. I don’t have the money to pay you for all this. I added wrong. I didn’t plan right. But I’m going to keep it all anyway for myself. And you can pay for it. Thank you. Now go away.”
Our nine-year-old daughter’s first comment? “He knew he didn’t have the money.”
Lesson to us all: In business, as in life, do the right thing people. Ethics do in fact matter. It’s pretty easy to get. The nine-year-old sees it. Why can’t the adults?
SOURCE: NOISE
CREATIVE: Proving That Those Who Can, Do.
Saturday, June 30th, 2012 | Uncategorized | No Comments
When you claim to be one of the top art, film and music educational institutions in the world, you better practice what you preach — and Full Sail University in Florida has consistently done that across 30 years, turning out stellar graduates and award-winning projects across media, entertainment, the arts and more.
So when Full Sail recently released its totally integrated, awesomely innovative new YouTube channel, well, you expected something that would wow you. And wow it is.
The Full Sail YouTube channel is the first we’ve seen that fully (and sweetly) integrates animation and motion graphics in its delivery. With each page load, a different student appears against a nondescript background, to open and hold up a blank piece of black paper — the creative canvas upon which the Full Sail story will literally unfold. From there, a brief video story engages and excites you to the Full Sail experience, dissolving to a montage of clickthrough opportunities, complete with the aforementioned student’s hands that, while still holding the canvas, move up and down with your cursor.
It’s work like this that clearly convinces you that Full Sail University’s got what it takes and delivers on its promise — proving once again two adages true: actions speak louder than words and yes, those who can do.
SOURCE: NOISE
INNOVATION: Thinking Outside the Cigaret Box.
Friday, June 29th, 2012 | Uncategorized | No Comments
Innovation is a term that’s almost a throwaway today. Every company and every leader stress the importance, value and impact of being innovative — the mantra being, either invent the next great product, or service, or experience. Or die.
At NOISE, we’re no different (although we admit the term is becoming a little threadbare). We, too, trumpet innovative thought and place it on a pedestal, challenging and demanding our very talented staff to not only think outside the box, but turn it upside down and even break it apart if needed. But sometimes, as Ogilvy Asia proves with this anti-smoking campaign in Thailand, being incredibly innovative is pretty simple stuff.
The setup? Children on hidden camera, brandishing cigarets, walk up to adults and ask them for a light. The adult responses are remarkable — for their candor with the kids, and their reactions following the payoff from the children.
It’s creative that’s innovative, powerful and effective — simply. That’s a lesson all who strive to achieve these results can learn from.
SOURCE: NOISE, FoundFolios.com
HEALTHCARE: Why You Spell Health With an “E”.
Friday, June 29th, 2012 | Uncategorized | No Comments
Just a couple of years ago, the concept that personal health information could reside on something as accessible and potentially hackable as the internet scared providers and patients alike.
My how times, security and acceptance have changed. According to a newly-released study by Accenture Connected Health Pulse, 90% of United States patients embrace eHealth self-serve options including access to personal health information; scheduling appointments; communicating with their physician; and scheduling and refilling prescriptions. Additionally, the vast majority of patients also want health communications — including preventative and follow-up care — delivered via digital media including online and mobile devices.
But here’s the big opportunity for healthcare marketers: nearly half of all these digital-eager patients aren’t even aware that their provider offers these services — meaning if you start talking about it when the guys down the street aren’t, you’re at a competitive advantage.
So healthcare providers, remember the new adage: not an apple a day, but an email a day.
SOURCE: NOISE, Center for Media Research
DIGITAL: Stay Fresh!
Monday, January 30th, 2012 | Uncategorized | No Comments
Working in Digital Media requires constant creativity. However, sometimes you may find yourself staring at a blank notebook page or an empty screen, wondering what to do. How do you keep the fresh ideas flowing from day to day? The folks over at Mashable have provided some suggestions:
• Take a Break From the Web – Occasionally, you need to erase your mental chalkboard. Clear your head for a few minutes by walking away from your desk, turning off your phone or doing something completely unrelated to your work. Taking the time to clear your mind will give you some room for new material.
• Expose Yourself to New Ideas and People – Striking up a conversation with someone you don’t know will force you out of whatever mindset you’re in. Surrounding yourself with people who have expertise in different areas will open your mind to different ideas.
• Find an Easy Way In – You may think that tackling the most difficult part of a situation first is best, but sometimes the opposite is true. Focusing on a task that interests you can help you approach the situation from a different, and possibly easier, angle.
• Avoid Brainstorming in Large Groups – Talking in groups of four or more can actually limit productivity and creativity, because everyone wants to get a word in. The discussion may start to head in a direction different from where you’re trying to go. Working with one other person usually yields better results. In advertising, there’s been a long history of two-person teams, going back-and-forth with ideas. If a larger group is necessary, try working digitally – chat rooms or discussion boards may function as a more welcoming workplace.
• Revisit an “Old Favorite” – Looking back on something that inspired you in the past may bring out new ideas. Books, movies, artwork and places that were motivational before are worth taking a second (or third) look.
• Use the “Jerry Seinfeld” Trick – Seinfeld came up with a system called “Don’t Break the Chain.” With this system, mark an X on your calendar every day a creative goal is achieved, whether it’s new work or just an idea. Continue to do so each day, making sure not to “break the chain.”
• Use the “Ernest Hemingway” Trick – To avoid facing a blank sheet of paper the next morning, Hemingway used to write the first paragraph of his next scene and then sign off for the day. Using this system will give you something with which to start upon arriving to your desk.
The next time you find yourself in a creative slump, step back for a moment and follow one or more of these suggestions. You’ll find yourself feeling much better once you return.
You can read the full article here.
DIGITAL: Get Your Strategy On
Thursday, January 26th, 2012 | Uncategorized | No Comments
New Year’s resolutions are part of many a person’s life. A time to reminisce on the good (and bad) happenings of the past 365 days, and to look towards the future with a hopeful eye. The same should be done with your digital media strategy.
ClickZ provides four suggestions to consider when planning for the next year of digital media:
Build Out Your Editorial Calendar
Plan out all content that will go out with upcoming articles, newsletters and emails. If you can’t plan for the entire year at once, strive to do this on a monthly basis and you will save yourself some valuable time over the long run.
Review Past Results
Take a look at analytics from the past year, then summarize and highlight your findings. Look for things like:
• Audience Behaviors
• Channel Preferences
• Highs and Lows (representative of successes and failures on different channels)
• Past Political, Environmental and Industry Changes
Keeping track of these indicators will make it easy to compare results in the coming months.
Reaffirm Business and Channel Goals
Review your goals for 2012, or create them if you have yet to do so. Spread out your goals to cover the entire year – this will also aid in the creation of your editorial calendar.
Double-Check Your Tool Sets
Review your existing tools, but also keep an eye out for new and exciting possibilities. Install the newest versions of each service, and test out new platforms to see what works with your audience.
Following these four steps will put you on the right path to digital success in 2012.
SOURCE: ClickZ, NOISE
INTERACTIVE: Tumblr Reaches 120 Million People – That’s a Lot of Eyeballs.
Wednesday, January 25th, 2012 | Uncategorized | No Comments
[Via Social Times]
Does your company have a blog? A blog is a great way to let your customers know about anything new or fun happening with your business. Not sure a blog would work on your website? Tumblr is a great alternative.
This microblogging social network now has over 120 million users with more than 15 BILLION page views each month. Get some of those eyes on your content!
Read the full article here.
ANALYTICS: Why “Time On Site” May Be Past Its Time.
Tuesday, October 4th, 2011 | Uncategorized | No Comments
For as long as we’ve been able to say “Google Analytics,” one of the key metrics in measuring a web brand’s ability to engage its visitors is “time on site.” The theory was (and generally, correctly) that the longer your average time on site, the more you were engaging consumers.
Well, a new study by Summus Limited makes a pretty strong case for the fact that “time on site” may fast becoming a fact of the past. The reason? The rise of mobile devices.
According to the research, mobile users access the web and apps far differently than via laptops. Rather than settling in for a leisurely online experience, mobile users tend to visit websites or brand apps approximately 12 times a day — but generally in increments of five minutes or less.
Not only does this fact alone reduce time on site average, a slow-loading mobile website — or even a cumbersome brand app — can cause impatient or hurried visitors to bail, and bail fast. And a bad user experience is one not likely to be repeated.
What should we take away from this? First, when analyzing your analytics, measure any time on site data with mobile device usage before determining any trends. Second, make darn sure your mobile website or mobile app is as fast loading, intuitively obvious and user friendly as possible. And third, continue to follow Trnedspottings for more great insights like this, every month.
SOURCE: SmartBrief, NOISE
WEB: Where the Grass Is Still Greener.
Sunday, October 2nd, 2011 | Uncategorized | No Comments
If you’re an online marketer, it’s easy to become enamored of social media’s exciting landscape — its seemingly endless ability to engage consumers, stimulate action and influence or even transact sales. But here’s a reminder that despite appearances, the grass of profitable online sales remains far greener on the web side of your digital neighborhood.
How much greener? Among organizations offering both web- and social-based sales channels, according to a recent study by technology marketer Demandbase in partnership with online network Focus, websites remain a whopping 700% more powerful in generating inquiries and actuating income than alternative social platforms.
What should that mean to you? Well, NOISE would suggest that should mean you remain about seven times more focused on the success of your website, making certain it’s:
• Spot-on branded;
• Strategic, intuitive, obvious, simple and fast;
• Enjoyable and rewarding;
• Interactively engaging with video, imagery, social networking, sharing and more;
• Incredibly search engine optimized;
• An awesome user experience that consumers will want to return to and repeat, again and again.
For most marketers, social media isn’t a highly profitable alternative to web-based sales — at least, not yet. So embrace it — like digital marketing, e-marketing and your other effective strategies and tactics — as another seed to help your web sales grow.
SOURCE: ZDNet, NOISE
CREATIVE: You’ve Got Talent You’re Not Even Aware Of.
Saturday, October 1st, 2011 | Uncategorized | No Comments
Next time you’re gearing up for a campaign that requires a human element, NOISE creative offers up this suggestion: before you (or your agency) contact a bunch of professional modeling agencies to sift through endless head shots, comps and portfolios — stop and, instead, look around. You’ll find some outstanding talent among your employees and your consumers.
Amazing? Yes. True? Yes. Easy? Well, there’s the rub.
While the thought of working with real people scares many a hearty marketer’s heart — or sounds exceedingly boring to those of you who can’t imagine an interesting face around your place — the fact is that fascinating, compelling, engaging and attractive people types are literally all around you. You simply (alright, not so simply) need to know what to look for when you look into someone’s eyes, and that’s where your agency and their talents should come in.
We were reminded of this lesson recently at a two-day, run and gun photo shoot for a NOISE client. By the end of our assignment, we had compiled a portfolio of quality, variety and style any talent agency would drool over. Plus, our client didn’t have to pay a dime in talent fees.
Lesson: don’t be afraid of turning to real people for a campaign that requires real people. More often than many marketers assume, they’re perfect for the part.
SOURCE: NOISE
SOCIAL MEDIA: Measuring ROI Requires More Than One Yardstick.
Friday, September 30th, 2011 | Uncategorized | No Comments
Maybe it’s just us, but it seems the relationship between social media and return on investment is a particularly hot topic. Here at NOISE, we can’t seem to make it through the day (or through a conference) without an e-mail, a blog or a seminar proclaiming that it owns the definitive bottom line on how to arrive at SM’s bottom line.
News alert: there is no one way or best way to measure social media ROI. The way we see it and practice it for NOISE Social’s many clients, which is the way you should see it and practice is, is that you measure social media’s return simply against what you’re asking it to do. And as you know, social media is no one-trick pony.
So, drum roll please, as NOISE reveals the top ten ways we apply (and measure) social media return on investment:
1. Brand Ambassadorship Development: Defined by the numbers of legitimate, involved social community followers you attract.
2. Consumer Engagement: Defined by the involvement and participation of your community’s followers in your brand via interactions.
3. Brand Passion: Defined by how often and how passionately your followers recommend your brand, and share it with or refer it to others.
4. Databuilding: Defined by hard counts of actual e-data consumers your social media efforts add to your overall marketing machine.
5. Market Research: You can use social media to learn a lot about a lot of things, both consumer-based and marketing-specific; if so, what’s the level of involvement and quality of data?
6. E-commerce: Are you transacting sales within your social media platforms? If so, measure your inquiries, conversion rates, transactions and profits.
7. Secondary Sales: Social media can generate sales by driving consumers to secondary transaction points (like a reservations page, or a shopping cart). Measure your efforts vis-a-vis referrals to your sites, as well as transactions.
8. Public Relations: Done effectively and creatively, social media can create a whole bunch of ancillary buzz via public relations. Are your social media efforts being acquired and publicized by other media outlets, creating value-added buzz for you?
9. Web Traffic: Social media should generally have an end-goal, and for most brands, that end-goal should be to drive consumers to your web brand to further engage, interact and transact with you. Look at your analytics.
10. Dollar Signs. In the end, social media can specifically and emphatically deliver sales. Don’t believe us? Try creating a social-media-only sales offer, package or campaign.
Bottom line? There is no one, best way to measure social media. But social media’s bottom line can clearly be measured by how you apply strategies and tactics — and if done correctly, its impact on your branding, marketing and sales efforts can be powerful and positive.
SOURCE: NOISE
SOCIAL MEDIA: Why Google+ Just Might = Success.
Monday, August 1st, 2011 | Uncategorized | No Comments
Although Google+ has put a temporary moratorium on branded accounts for business, odds are it won’t be long before the new social media upstart opens the door to all of us impatient marketers who, like Black Friday shoppers at midnight, are lining up outside. Are you one of them? If not, you should be. Here’s why:
Google+ and YouTube = Success. The integration of these Google products means a far more pandemic viral potential for branded video marketing. Plus with Google Hangout (its multi-user free video chat), brands will be able to interact with consumers real-time.
Google+ and Latitude = Success. With Google’s geo-tracking product (Latitude), it’ll be easier than ever for people to check into a location and have that information immediately shared with their “circles” of friends — enabling brands to easily execute loyalty marketing and rewarding programs.
Google+ and Translate = Success. Are you a brand with an international audience? With Google’s Translate product, multi-lingual communications to your brand page will automatically re-render in your default language — and vice versa. A simple advantage like this could literally open up new worlds to marketers.
Google+ and Sites = Success. While Facebook remains relatively limited in its ability to enable marketers to truly brand pages, Google’s Sites product is far more flexible in design, content and functionality — another plus for Google+.
Google+ and Adwords = Success. Added bones: Google’s paid search marketing program will bring far more contextual, demographic and analytic sophistication to social PPC campaigns — bringing all of us more clarity on the value of social media marketing.
Within the first month of its “launch,” Google+ has been attracted more than 15 million users, not to mention Facebook’s attention. The question now is: will Google+ be the next social media phenomenon? Only time will tell — but if you’re an innovative marketer that in any way engages a social media community, the time is now to prepare for the opportunity that Google+ is about to open to you.
SOURCE: Memeburn, NOISE
DIGITAL: Make Your Brand Music to Their Ears.
Saturday, July 30th, 2011 | Uncategorized | No Comments
What does your brand sound like? Does it rock? Is it a little jazzy? Is it classic, or sophisticated, or chilled out? If your brand’s consumer experience happens to include a little attitude or style, then you’re in luck because now — your brand can, in fact, have its very own sound.
The new place to find it is online at Turntable, which purports to be a new online social community where like-eared friends can gather to listen to, vote on and chat up music that’s available for play free from Turntable.fm’s extensive and impressive online library, or via personal library upload. And while Turntable currently remains in beta testing and is accessible only by invitation, more than 400,000 members (according to AppData) have already hopped on the dance floor.
What’s most interesting to us at NOISE is AdAge Digital’s report that a number of brands have already staked their claims and names to their very own, free music lounges — including Pepsi, Groupon, Gawker, New York Times Digital and Bravo. And in full disclosure, so has NOISE — with our own NOISE Blues lounge, as well as branded lounges for most of our clients.
Where will it all go? We’re not quite sure and odds are, Turntable isn’t either. But one thing is for sure — brands are beginning to mark their territory. So if you’re a brand with a personality and a passionate following, you might want to tune in, so to speak, build your playlist and give your brand loyalists (and their ears) another reason to enjoy their relationship with you.
SOURCE: AdAge Digital, AppData, NOISE
CREATIVE: Happy to Have It, Even When I Don’t Need It.
Wednesday, June 22nd, 2011 | Uncategorized | No Comments
I was shuffling through what passes as my wallet today when I came upon my vehicle insurance card — and I smiled. I wasn’t in an accident. I wasn’t in a fix. It wasn’t anywhere near an occasion when, as the saying goes, I would’ve been happy to have had insurance because I needed it.
Rather, I smiled because I saw my State Farm insurance card — and as an advertising professional, I (like many others in our industry) prefer to reward great advertising by my actions or transactions. Doing so, we as consumers applaud, encourage and otherwise compliment the marketer that’s committed to invest in messaging that reflects the quality of their brand (versus hacks that would rather pound you senseless with cheap concepts, cheap production and the overall, odorous attitude that quality means nothing to anyone, anymore).
As a matter of full disclosure, I’ve been a State Farm customer for many years. But it’s my opinion that in a very cluttered, extremely level and obviously commodity-driven industry like insurance, State Farm’s “Magic Jingle” broadcast campaign, in which the protagonist-invoked “like a good neighbor” melody magically materializes everything from hot tubs to hot dates — is remarkably funny and even more remarkably, a hip and energetic evolution of a stale, dated, stodgy old jingle that nobody wanted to hear.
To its credit, State Farm didn’t pinch a penny in creative, casting (including actor Gary Cole and some dude named Lebron James) or production. It’s all top quality, which suggests that State Farm is that kind of top quality company, too.
But in the end, that’s part of the message. That’s part of the desired takeaway. And that’s one reason why you should have State Farm in your pocket, too.
SOURCE: NOISE, John Sprecher
SOCIAL MEDIA: Out With the New, In With the Older.
Wednesday, June 22nd, 2011 | Uncategorized | No Comments
While social media may have been launched and nurtured by young adults, today’s social media audiences are decidedly older — and more female — than ever before. So social media marketers, take note of these important trends as reported by Pew Research in a study of engagement habits over the past two years:
1. Twice As Nice. Today, almost one of two persons in the United States (47%) interacts daily with a social media site — nearly double the number in late 2008, when the last study was undertaken. And for whatever it’s worth, folks who participate in social media sites are more politically engaged than other adults, and more likely to trust others.
2. Aging Gracefully. At the same time, the most significant growth in social media is occurring among older adults — with the average age of the social media user climbing to 38 years old (five years older than just two years ago).
3. Girl Talk. Additionally, the U.S. social media audience continues to grow more feminine, with 56% of today’s users women (versus 53% two years ago).
Need to reach intelligent, trusting, motivated females who are likely involved in families with children, with a higher than average disposable income? Now you know a little more about where to find ‘em.
SOURCE: NOISE, MarketingProfs, Pew Research
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