This past summer, I was allowed the privilege to join the Summer Institute at the Strategy Group LLC. As I joined mid-summer, the group of four other college students ranging from sophomores to seniors had already begun the interactive training focused on strategic marketing and branding. As with any new job or major life change, it was an adjustment to learn the processes and expectations of my new role. I quickly learned the most beneficial contribution an individual could make to the group was an idea.

Each individual’s thoughts and ideas brought greater collaboration to the group and allowed the five of us, called “The Summer Institute team,” to progress toward creatively and efficiently completing projects. Through the Summer Institute, I was able to grasp the full power of collaboration. Through my sophomore year in college, I was the quiet student in classroom discussions, either waiting for what I deemed the perfect moment to add my comment—which I rehearsed ad nauseam in my head—or simply sitting and soaking up the comments made by my peers.

During my first few meetings at the Institute, I took the approach of the “quiet student” while my four peers pitched ideas and vocalized their thoughts. I saw the group progress and move forward through one idea given by an individual that was built upon and used as the foundation for a complex idea. I found that vocalizing thoughts was the most efficient way to collaborate and progress towards a finished product.

Successful collaboration of a group hinges upon both active participation of individuals involved and an encouraging environment. At the Summer Institute, each individual brought a different skill set and personality to the group, which was appreciated by each member through encouragement and willingness to listen to each other’s ideas. Had we not encouraged each other to voice our own ideas and personality, I believe the unique perspectives and potential ideas would not have been expressed in the final draft of our projects.

The positive environment provided by the entire group allowed me to break the mold of the “quiet student.” I began to voice the ideas I had previously kept to myself and felt a catharsis as each of my peers added their own comments and we saw all of our thoughts take the shape of a complex and well-thought idea. Vocalized comments from each of us brought a new perspective on ideas and allowed the group to look at tasks from many different angles.

The challenge I give to myself moving forward is to continue collaborating in all aspects of my life, including this fall semester of school. Now that I have seen and participated in successful collaboration, I want to keep my profile as a quiet student in the past. I also know that, moving forward, the lessons and tasks we were exposed to over the summer will give me a deeper understanding for the real-world use of the skills I will learn in my remaining college courses.

I would like to add a “thank you” to all of the members of the group, including the Strategy Group employees and owners for letting me share in an experience that has certainly furthered my personal growth and helped me realize the potential of my own skill set.

—Kelly Gebert, junior, DePauw

Recently, a client decided to pull a legendary prank on an employee. The employee was told his company car needed to be detailed prior to the impending end of its lease.

The car, instead, was turned into an ice cream cruiser, complete with decals, cool treats and even music. Music that couldn’t be turned off. That’s right, popular tunes like “It’s a Small World After All,” because the music player had been wired into the car’s fan motor, became ubiquitous staples of our good friend Colin’s commute.

If you’re so inclined, you may enjoy the video links at the end of this entry to fully appreciate the automotive transformation that took place.

At this point, you may be wondering how this anecdote relates to marketing or why you’re reading it on our blog. The answer to that question can be summed up with one key term: viral marketing.

We’ve all seen a video on the internet that was hilarious, violent, inappropriate and/or irresistible for any variety of other reasons. These videos spread (like viruses) through online media such as email, YouTube, Facebook, Twitter and others. One person tells his friends, those friends tell their friends and the cycle continues. It should be noted that putting just any old video on YouTube won’t get the job done. The video has to be memorable, and preferably so over the top that people can’t get it out of their heads.

In the case of our client (whose stores are in the Kansas City market), the prank was featured with a video on the Kansas City Star’s website. A local TV news outlet then came calling, wanting to do its own piece about the ice cream mobile. The prank’s attention grabbing culminated with national play on CNN’s “Morning Express with Robin Meade.”

In today’s cluttered world, it’s become more important than ever to stand out from everyone else. Will videos of spectacular pranks replace traditional marketing methods like television, radio and print advertising? No. Will our client sell more furniture based on funny videos? Maybe. But the extra attention sure can’t hurt.

The Star—KansasCity.com Video
KCTV 5 News Article with Video

Effective advertising doesn’t have to be expensive, but it does need to be consistent to build brand awareness. Explore ways to keep your message in front of your audience. Break through the clutter and tell your story in a way that is unique. Nearly everyone’s marketing budget is holding level or even decreasing to combat these financial times, so spend smart! Think outside the box and search for co-op dollar opportunities as we did for one of our clients.

Wichita Roofing & Remodeling is taking its new customer service program to the streets, literally. We designed a vehicle wrap for the marketing director’s car that would represent three different market areas—and more importantly strategically and effectively use their resources.

Today, the company name is reaching thousands of people daily as the director travels to meet one on one with insurance agents across the state. It’s not often you see a “Nascar” traveling down the Kansas turnpike. Is wrapping a vehicle original? No. But choosing an image of the number one spectator sport in America to carry your message across unexpected terrain is. It’s a conversation starter and it creates a memorable impression. And the best part is some of the client’s vendors are “car sponsors.” Their sponsorship dollars are helping pay for the vehicle wrap while our client’s message speeds across the state.

Get in the driver’s seat. The race is on! What are you doing to reach the checkered flag before your competition?

The product this company is selling is very compelling on its own terms and along with our strategic use of traditional mediums can very likely be accretive to advancing our client’s business to a new level. All in the meeting recognized this fact.

So, here’s the thing…go sell your product based on its own merit, based on results, based on anecdotal information from real case studies. DO NOT INSULT your target audience by launching a truckload of scud missiles. (We all remember scud missiles from Iraq, right? Missiles with no intelligence and subsequently little to no impact.)

Sell based on intelligence! With a wealth of available resources, consumers are more intelligent now than at any time in the history of the world—always assume you’re dealing with smart people. One client remarked recently that he’s found his consumers to possess highly sensitive and highly active “BS Meters.” I can’t agree more.

Therefore, I’m declaring the days of being able to “baffle ‘em with BS” officially over.

Cheers!

The times have rendered us completely impatient. Results can’t come fast enough. Change doesn’t happen quick enough. I remember way back in the late 80s, during the total quality revolution, when we needed “change agents” to overcome inertia and we operated in frozen fear of change. Fast forward 20 years…change is everything…just look at Madonna. In contrast, The Rolling Stones have changed very little (except getting sober, maybe).

Here’s my point in this diatribe of mixed metaphor…I fear the perceived need for change and magic silver bullets has everything to do with our lack of results. We need to commit to do a few, proven things consistently this coming year, like the Stones surely have done for the past 40 plus. I believe the results will follow.

In 2008, patience will still be a virtue. And magic bullets will still be for Lone Rangers.

High-yo Silver!

If cold calling leaves you feeling frustrated and beaten down, try baiting the hook with targeted direct mail. When done strategically, direct mail will help establish company name recognition, build interest in who you are and create perceived value of your product or service before you ever have to pick up the phone.

We recently developed a five-piece direct mail program geared toward helping a client catch a few really big fish. Several prospects who received the mailings are actually calling the client before the client calls them! Others are readily agreeing to meet as soon the client contacts them.

The campaign was fun, memorable and, most importantly, broke through the clutter. While this direct mail campaign was more extravagant than most, it succeeded because there was a strategic plan behind it. You have to understand who you are targeting. Uncover what excites them. Make your message memorable. And most importantly, follow through.

If the prospects you’re trying to catch always seem to get away maybe you need a different plan of attack. Fishin’—it’s a thinkin’ man’s game!

Why do some salespeople speak this way? It’s the oldest line in the book and it usually means you have something I’m not interested in. It’s what makes the general population take two steps back, look for the nearest exit, turn the channel or hang up the phone.

If your fast-talking sales pitch sounds like this it means you probably haven’t taken the time to learn anything about the needs of your customer or their business. How can you tell me what I should be buying when you haven’t first qualified my needs?

As an advertising executive I often hear these grandiose sales opportunities from overzealous media sales reps who have nothing strategic to offer my clients. Many people will recognize a too-good-to-be-true offer when it affects their personal pocketbook, but for some reason the same people will become overly anxious when trying to compete in the business world. Without thinking, they jump on the flashiest sales presentation only to be disappointed by the not-so-flashy results.

Slow down and think strategically before you act. Will this latest advertising opportunity reach your target audience effectively? Is it on brand with the image you’ve created? Can you measure the ROI? Will it complement other mediums you’ve already chosen for your marketing plan? Is this simply a sales transaction or is it a business partnership in which we are equally concerned about each other’s success?

An overly bright LED billboard, the hippest text message campaign or even unexpected advertisements on the bathroom stall are all advertising mediums that work, but as with any medium, only if they are used strategically. Some mediums build awareness while others drive traffic. What do you want to accomplish? Have you chosen the right mix for your business plan?

Don’t be afraid to ask sales reps hard-hitting questions. You’ll learn more about their products, you’ll learn if they’re right for you and it’ll actually make taking sales calls fun. A good salesperson will appreciate your attention. A bad sales rep will respond by taking two steps back, hanging up the phone or looking for the nearest exit. Feel familiar?

Congratulations. You just hit a home run!

We are immeasurably blessed to work with people who are geniuses within their industries. We serve clients who are stand-aparts in the world of banking, real estate development, the medical spa industry and hotel development. In the retail furniture segment, Jay is a significant threat to the national stores who play in our market because he has created a bleeding edge retail distribution model. On the platform of his industry knowledge, strategic thinking and commitment to excellence in infrastructure, creative gets to do what it’s supposed to do: create a tipping point. In the medical spa industry, Healing Waters has emerged once again as the #1 medical day spa in the industry. Why? Because the owner is powering her spas with a commitment to world-class talent—people who score “at talent” per the Talent Plus employee-scoring methodology (visit TalentPlus.com for the genius thinking that’s taken companies like Ritz Carlton to the highest level of performance). Truly superb talent has become Healing Waters’ unique brand story.

Sometimes genius within an industry is really just the cannon of confidence. You have to be different enough to get credit for it. When companies are gutsy enough to think strategically and employ resources to be well differentiated, they unleash brand power. And in today’s economy, brand power is the stuff that moves the sales needle—whether you’re a medical spa or builder or boutique hotel.

Sadly, there are companies—we’ve worked with some—who can’t quit playing it safe. They’re a lot more comfortable being all things to all people vs. something astonishingly great to a few target markets. Can you remember the last time you astonished a client or customer? Do you do it on a daily basis or occasionally by accident or never?

Creative is not a silver bullet. It’s not a magic elixir. It’s the next thing when you’ve done the right strategic things right, when you’ve edited your business to a fine point, when you’ve got a great brand and a compelling story to tell. No more tail wagging the dog. When you have a solid, strategic working platform creative becomes the lifeblood that pulses through your business and delivers your passion to the marketplace. And that dog will hunt.