Marketing | BrainMatter - The Mindspace Blog

Aug. 16‘10

Here at Mindspace, we love creating great end products for our clients. But creating great work often times requires great assets, and custom photography is definitely one example. We believe custom photography (rather than simply plugging in stock art) helps make the end product so much more personal and believable, which is why when the opportunity for a photoshoot arises, we always take it!

Depending on the job and our schedule, we either handle the art direction/planning and outsource the project to one of our photography partners, or we do the job ourselves. We’ve had the pleasure of working on some fun photo shoots in the past few months. Here is a glimpse into the blood, sweat and tears that went into a recent shoot. (Okay… maybe no blood or tears, but there was definitely some sweat since we were shooting in the desert!)

The shoot was for Brillare Hairdressing Academy (formerly Toni & Guy Hairdressing Academy). We are in the midst of rebranding them from head to toe and the shoot was just a piece of the puzzle. We’ll share more specifics on the Brillare rebrand in another post, but for now, here’s how we tackled the custom photography project.

As we took inventory of the assets we had to work with for the rebrand, we came to the conclusion that the academy’s “look” didn’t convey the young vibrancy and passion of the Brillare culture. We felt that the academy’s photos would speak to prospective students in particular, so we decided to plan a large, two-day shoot in order to capture what we needed.

The decision was made to hire a super talented, young, hip, fun and local photographer who’d be able to achieve the fun, funky flavor the photos needed to convey. We chose Promise Tangeman as our photographer, brought on Alexandra Evjen of Ave Styles to style our models, Chanel Warwick to act as make-up artist and students of the schools to style the hair, of course. Now that we had our team in place, we still needed models. And what would be better and more believable than to use actual students? We held a model search at both Brillare school locations to find our representatives, and we ended up with great candidates.

As the plan began to take shape, we chose places that would highlight the location of the schools and the uniqueness of the valley. The first shoot took place in the desert and yes—it was hot! Aside from having to scale a cliff carrying a large bench and salon chair, the shoot went without a hitch.

The second location took place at the new Scottsdale Quarter, which is where the Academy will be moving their Scottsdale location. The area is already so lively, so we wanted to convey the excitement and action of the location in the photos.

The unifying theme throughout both photoshoots was inspired by the Academy’s name. Brillare means “to shine” in Italian, so both shoots had a specific aesthetic focus on lighting. As a result, all of the photos utilize sun flare or are dependent on a sunny “glow.” The outcome of the shoot was phenomenal and we are ecstatic to have a large library of assets to use moving forward.

What are your thoughts? We’d love to hear what you think!

Behind the scenes:

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Tags: academy, Advertising, arizona, Arizona ad agency, arizona marketing company, art direction, Branding, Brillare, communications, creative, custom, design, graphic design, hairdressing, Interactive, logo, make up, Mindspace, photo shoot, photography, profession, rebrand, Social Media, stock photo, style, tempe, Twitter

Aug. 4‘10

It often starts out the same. We embark on a conversation with someone new and the age old question arises, “So, where do you work?” to which we overly articulate, “Miiinnndddspace, an integrated marketing and PR agency in Tempe, Arizona”. We’ve learned that if we say it fast we’ll be eternally explaining that we are not the come and gone social hangout for teens, almost formerly known as mySpace. Unfortunately for us, we were unaware of the similarity in sound that would ensue at the time of our conception, but because there is meaning behind our name, we think we’ll keep it. So what is with the name?

It’s quite simple when explained. We like to think of ourselves as the company is dedicated to helping our clients penetrate, embed, and expand the mental real estate they own in the mind of their target audience. To us, the only marketing that counts is the kind that sticks to the audience’s gray matter and that occupies a mental space in their minds.

So there you have it. We’re Mindspace. And we’re here to stay.

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Tags: about us, Advertising, Agency, AZ, Background, Branding, company name, creative, customer communication, graphic design, Interactive, Marketing, meaning, Mindspace, PR, tag line, tempe, web development, website

Apr. 13‘10

Last week, at an IABC Phoenix / PRSA Phoenix / AMA Phoenix event, I had the opportunity to meet Scott Monty, Ford Motor Company’s Global Digital & Multimedia Communications Manager. Scott communicates with nearly 40,000 people each day on Twitter alone and was kind enough to let the Mindspace PR team ask him a few questions about social media and Ford’s efforts.

Watch the video below to learn about:

- Scott’s career path
- Ford Motor Company’s Fiesta Movement campaign
- Statistics to use in getting social media buy-in from senior-level executives
- How Scott differentiates interactions across various social media channels
- Brands that Scott feels are doing a great job with their own social media initiatives

As Scott explains, the Ford Fiesta Movement is a social media initiative that was designed to create excitement about the company’s newest car. Now in its second phase, the Fiesta Movement consists of 20 teams with two agents each. Fiesta Movement Team Phoenix, comprised of creative talents Sunny Thaper and Austin Baker, is one of the competitive teams involved in the national campaign. I enjoyed meeting Sunny and Austin last week as well and appreciated them taking the time to share more information about their efforts for this campaign.

Watch the video below to learn about:

- How Fiesta Movement Phoenix is being publicized
- Social media channels that are proving most effective for the Phoenix market
- Ways you can get involved with the Fiesta Movement challenge

Let’s help Sunny and Austin win the Fiesta Movement (and possibly a brand-new Ford Fiesta) and bring the Phoenix market to the forefront of this national campaign. Text message “PhxSpots” to 44144 and sign up for e-mail updates to learn about upcoming events and ways to help Phoenix earn “points” for the challenges.

And to learn more from Scott Monty, check out his personal blog where he shares his perspectives on social media: The Social Media Marketing Blog.

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Tags: Austin Baker, Fiesta Movement, Ford Motor Company, Scott Monty, Social Media, Sunny Thaper

Feb. 8‘10

Call me un-American, but there is only one thing I enjoy about Superbowl Sunday. Before you ask, no- it’s not the uber masculine trash talk about which team will prevail nor is it the gluttonous table spreads of bean dip, chicken wings, and blocks of processed cheese- rather it is the ridiculously over-priced advertisements between plays I look forward to most.

Light beer, Doritos, and Go-Daddy models- oh my.

Nielsen says I am not alone in this lack of enthusiasm for the actual sport. Viewer survey shows that just over half (51 percent) of respondents enjoy the Super Bowl more for the ads than the game.

So why is it we are so captivated by slapstick versions of the same message these corporate brands produce the other 364 days of the year? I have no idea- however, I do know there is simply something mesmerizing about anything that costs an average of $3 million dollars and only lasts 30 seconds.

So how did super bowl spots get so popular, and what gives CBS the audacity to charge marketers millions of dollars to capture their audience? Well, it really only takes considering the sheer size of the Super Bowl audience to put that mystery to rest. An average of 110 million viewers tuned in to watch last year’s game, with the numbers predicted to be even higher this year.

A direct indicator of an ad’s effectiveness is traffic to an advertiser’s Web site. According to Nielsen ratings, next-day Web traffic to Super Bowl advertiser sites last year was up an average of 63%. The numbers are there, sure, but $3 million dollars? I can think of a few things I could spend that amount of money on. Hovercraft? Chartered jet to Europe? Endless supply of peanut M&M’s? Just to name a few.

If you thought the economy would in any way affect this marketing bonanza we call the Super Bowl you were mistaken. As a matter of fact, companies are more likely to buy Super Bowl advertising when they want to make an impact by jump-starting a brand or introducing themselves. This fact could also explain why you didn’t see Pepsi or FedEx participating in this year’s event, rather focusing marketing money somewhere besides a 3 million dollar means of reminding us they still exist.

Talking animals, the overused Budweiser Clydesdales and Go Daddy’s tacky spokes models have resonated among avid ad watchers, but how have they evolved? You tell me. What did you find refreshing about this year’s spots?

Oh- and congratulations to the New Orleans Saints? Wizards? I don’t know, I think that’s who won.

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Tags: Advertising, Advertising Cost, Marketing, Nielsen ratings, Super Bowl, Super Bowl Commercials

Jan. 28‘10

I was out of town recently trying to pass a cement truck with a large sticker on the back that read “Got Cement?” Hmmm… had a familiar ring. In the same trip, I observed a few billboards and storefronts with everything from “Got Cavities?” to “Got Termites?” and mused about the sincerest form of flattery. Why has this 1993 brainchild of ad agency Goodby Silverstein & Partners spawned an entire industry of “Got…” marketing slogans? Among other things, it took guts. If you have the Giuliani’s to take a leap into the unknown with some fresh creative, you might give birth one of these slogans that work their way into the vernacular like an SNL sketch (back when it was still funny).

It took real fortitude (and considerable cash) for the California Milk Processor Board to sit in that boardroom and give the nod to two words that at the time did not roll off the tongue like they do now. Fast forward millions of dollars and 17 years and you’ll find a nation of startup founders jumping out of their chairs at the brilliance of the “Got Asbestos?” slogan on the whiteboard. I’m convinced many of these folks feel they have created something original, but alas…

Slogan’s are kind of like fashion and have the same trickle-down effect. From the coastal boutiques (that make me very uncomfortable) on down to Nordstrom’s, then Kohl’s and ultimately Sears, the erosion and ubiquity of good fashion is an unstoppable force. Good ad creative follows the same path.

The open question slogan is another favorite. Microsoft’s “Where do you want to go today?” has generated thousands of “Where do you want to shop today?” and “Where do you want to eat today?” slogans and more familiar derivatives like “What’s in your wallet?” (CapitalOne), “What will you celebrate?” (Disney) and “Where will it take you?” (Sony Ericsson). Trust me, you’ll start noticing these everywhere now.

I’m also a big fan of the “Made Simple” slogans popping up the past few years. From Jobs Made Simple (Simplyhired.com) to File Hosting Made Simple (Mediafire.com) to cooking, golf, CMS and literally thousands of others.

If a slogan grabs you the first time you hear it, there is a good chance it is familiar. Familiarity breeds fondness. It will remind your subconscious of a play on words, a double entendre or—if you’re not careful—a campaign developed elsewhere. The moral of the story? If you want to innovate, have the guts to make something different into a household phrase. Trust that with the right campaign and commitment, one day you’ll pass a cement truck drafting off your ingenuity.

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Tags: Arizona ad agency, arizona marketing agency, arizona marketing company, Arizona slogan, Goodby Sliverstein & Partners, great marketing slogans, phoenix ad agency, phoenix marketing agency

Jul. 16‘09

The current storyline on WWE’s Monday Night Raw deftly demonstrates the promotional prowess and marketing magic that have made the show a cable power player, and has shown how the WWE manages to stay on top even in tough economic times. Three weeks ago, in a brilliant attempt to compete with a media -frenzied John and Kate Plus Eight scandal, WWE President & CEO Vince McMahon “sold” the program (due to these harsh economic times) to Donald Trump, but then immediately regretted his decision, repurchasing the brand for double the cost the following week.

Nearly seven million viewers tuned in to see what Donald Trump would do with a bucket of pyro and a roster of wrestlers. It wasn’t long after these record results were yielded that McMahon announced that instead of one general manager overseeing Raw, each week would bring a new face to create matches, alliances, villains and champions. This has created an ever-evolving character or guest host providing limitless opportunities to jolt the show with more life, more air, and most importantly more viewers.

Testing the waters the first week with some caution, the WWE named Dave “The Animal” Batista as the guest host; a name that excited WWE enthusiasts, as he is currently on leave suffering from a torn bicep. Batista (as he goes by) has a real beef with current Champion Randy Orton and put him through the ringer scheduling him for fight after fight throughout the night.

At the end of the show, they announced that Ted Dibiase (AKA Million Dollar Man), would guest host the following week hopefully as a draw to bring back old school fans. Dibiase is famous among wrestling fans for his “heal” or bad guy persona he made famous in the 80’s and 90’s with WWE. The throwback could be an attempt for the WWE to cater to past fans at a time when there is Monday Night Football or the NBA to compete with.

Then in an attempt to shake things up the next guest host was announced to be Seth Green. Seth Green? Yes, the Buffy the Vampire Slayer, Austin Powers, 5’4,” potentially 140 pound star, stood face to face with such big guys as John Cena, Triple H, and Chris Jericho. He even put himself smack in the middle of a 6 Man Tag Team match. Green wasn’t only there for fun, he promoted his newest project Cartoon Network’s hit Adult Swim series “Robot Chicken” through a series of clever dialogue and vignettes alongside the wrestlers.

The role of guest host works not just to add novelty and viewers to the program, it also creates a platform of promotion for the host, which certainly is a revenue generator for WWE. WWE has put a new exciting face on a format that has been a proven success for Saturday Night Live and numerous talk shows.

How has this guest host idea worked out for the show’s ratings? The WWE is on the eve of announcing their 2^nd quarter earnings and though they haven’t seen the kind of numbers that Trump’s appearance brought in, the angle keeps a degree of mainstream appeal and relevance for the company, while allowing key storylines to gain momentum and keep viewers entertained.

So who will be the next guest star in the squared circle? It was speculated that the honor would be bestowed upon “The American Dream” Dusty Rhodes, another throwback wrestler. However, speculation couldn’t have been more off the mark, it was announced that the host would actually be Dusty Hill and Billy Gibbons of ZZ Top. A brilliant move for both parties, as the band is looking to garner publicity for their current tour, and the WWE Universe is dying to see an answer to the age old question: what would ZZ Top do with a steel chair, a sledge hammer, thumbtacks, and a locker-room filled with talent?

Yes, by consistently reinventing itself, by thinking out of the box, by partnering and cross marketing with both the familiar and the new, and by not being afraid to take a chance, the WWE is a marketing model which many businesses should be thinking about to get back on their feet again.

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Tags: marketing in a down economy, Recession marketing, WWE and Donald Trump, WWW marketing

Jul. 1‘09

As a Netflix subscriber I was impressed by the service, but in this era of immediate gratification the 2-day turnaround for movies required too much planning for the weekend. Blockbuster launched an ad campaign that wasn’t overly creative but communicated their value proposition clearly: Get 4 movies by mail and trade them for in-store movies, as often as you like for $20 a month.

It was an embarrassment of riches. I switched immediately.

Sure enough, for the first few weeks we enjoyed 8 movies in the house at once. We plowed through season after uninterrupted season of 24 with a combination of late night visits to the store and queue updates. The movies came faster than I could consume them. On top of it all, I had monthy coupons for a 9th movie or game rental.

Then, it began.

I showed up one day and the clerk said the words that would become the Blockbuster mantra for years to come: “Have you heard about our new policy?”

I’ll do my best now to chronicle the words that followed with each subsequent visit over the next several months:

• Week 1: “Now you can only trade in 4 mailers a month, the rest are coupons for $1.50 in-store rentals”

• Week 3: “We’re raising the price by $2 a month”

• Week 6: “All movies in the store are $.99 except for new releases”

• Week 8: “No more late fees or due dates, but you have to have the movies back within one week of their due date or we’ll charge your card for a purchase.”

• Week 10: “We’re going down from 4 mailers to 3 mailers to keep your $22 price”

• Week 13: “If you become a Blockbuster Rewards member for $20 a year, you get a free rental for each 4 movies you rent outside of your mailer exchanges”

• Week 18: “You have to tell us each time that you are a Rewards member to get credit towards your free rental. Otherwise we won’t know.”

• Week 22: “No more online coupons for movie rentals, but we print receipt coupons good towards one movie per month.”

• Week 23: “The receipt coupons are only good on no-new releases, which by the way are now $1.99 instead of $.99, except for family movies.”

• Week 26: “We no longer ship you mailers with movies from your online queue when you trade them in until you return the movie you traded.”

• Week 27: “You should have mentioned you are a Rewards member. That could have been free.”

• Week 29: “There is no due date on these movies since you used a mailer exchange. Other movies also don’t have a due date, but we still charge you full price if you keep them beyond the return date grace period.”

• Week 30: “You have a hold on your account because we charged you for a movie and you returned it after the second grace period.” [hands me my un-returnable copy of Paul Blart, Mall Cop]

• Week 31: “The reason we don’t send you any of the 30 movies in the top of your online queue is that they are in high demand. That’s why you keep getting Season 3 of McGuyver.”

• Week 33: “Blockbuster Rewards also allows you to get a free non-new release with every new release you rent at full price, but only on Sunday through Wednesday. Those may or may not count towards your one free rental after four paid rentals in a 30-day timeframe, excluding mailer exchanges, which still don’t have a due date, but we will charge you full price if you are late.”

• Week 39: If you show up in a yellow jumpsuit on any 1st or 3rd Wednesday, with one mailer that includes a disk from McGuyver season 3, and buy our candy and soda combo pack (featuring movie theater pricing even though you’re in a Safeway strip mall), and bring your coupon receipt, you can get up to two non-new release movies from the family section with no due dates of any kind (for up to 1 week).

• Week 40: “Welcome back to Netflix, Mr. Steele.”

Like the longest, most agonizing death scene in movie history, Blockbuster has been killing me slowly for months. As a marketing strategist, I came to realize that the real entertainment wouldn’t be found on the discs, it was behind the counter and worth every penny.

Why did they do this? Netflix seemed to send Blockbuster into a panic a few years back and Blockbuster responded with an unsustainable model to stop mass defections. Then, very gradually, they tested their customer’s resolve on a path back to profitability. They probably counted on the pull of investment (I don’t want to re-build my queue at Netflix so I won’t switch) and immediacy (2 days is too long) to overpower the weekly micro-pains they delivered in their unending new policy messaging.

My advice to Blockbuster? Understand that your store employees have been delivering negative, confusing messages to your customer base for years (how are those attrition rates?). Build a business model that is sustainable and has the flexibility to adapt to competitive threats without eroding value.

When you take something away (which you should only do very rarely), give something back. Adding unexpected value will increase retention and word-of-mouth, maybe even revenue. Some ideas:

• Introduce a premium membership product and give customers a free month with the additional features and a compelling offer to upgrade.

• Consider a coupon for $X off a previously-viewed title for sale as a “thanks” for understanding a “policy change” while driving incremental revenue and clearing out inventory.

• Include a free downloadable movie (no disti costs) to drive trial and up-sell a new service.

Once they re-set the value proposition, I’ll gladly come back.

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Tags: Branding, customer communication, Marketing, price setting

Jun. 23‘09

If you have a degree in what field is it?
Communications with an emphasis in Graphic Design

Design or technology? Which is more important? Why?
That’s sort of like asking what came first, the chicken or the egg. It depends on how you look at it, but in my biased opinion, design is the beauty. The technology is just a means to get there faster and with less effort.

If you were to change professions, what would you choose to do?
I don’t think I could ever separate myself from being creative so whatever profession I switched to, it would have to provide a creative outlet for me. In no particular order: Landscape architecture; gardener; interior decorator; photographer; wedding/event planner; stationery designer; clothing/handbag designer; boutique owner. Anything that I can do to create something valuable for someone else. I love the fulfillment of making something custom and completely unique; I love using graphic design and applying it to everyday objects; I love making things look beautiful.

What’s the strangest request you’ve received from a client?
I once had a client ask me not to use gray and green on his website because his mom told him they just didn’t go together.

What well-known identity is most desperately in need of a redesign?
I have always been mystified by Google. As a designer, I believe they are in DESPERATE need of a makeover, but they are certainly proof that form follows function sometimes.* I cringe every time I look at their logo, but I attribute it to being so bad, they stand out. It’s definitely their functionality that has gained them success.

Can you name a company or product who just gets it?
I think that in terms of branding, the Target Company is at the pinnacle. If anyone can “own” a color, Target owns red. They are always at the forefront of design and have consistent branding that keeps their identity front and center.

From where do your best ideas originate?
My best ideas usually come from observing everyday situations people can relate to. I often draw on clichés because they are well-known truths that point out the ridiculous patterns people tend to fall into. When I am trying to come up with ideas for a concept, I most often find myself thinking in the car while driving. My problem is that I am always trying to scribble down ideas as I’m flying down the freeway (did I just admit that?)

In one word describe how you feel when beginning a new project?
Charged

How do you overcome a creative block?
These days, the amount of inspirational resources are overwhelming. The direction the web has gone in terms of blogs, social media outlets and industry tools, provides no shortage of places to find inspiration and ideas. My struggle is that there are so many avenues; I could spend days being inspired by things I find online. As much as I love the Internet, I still think it’s important to disconnect from the computer and go out and observe real life on a regular basis.

What’s your dream project (not client, but project)?
Entire branding & interior decorating of a small start-up restaurant or boutique. Creating the entire experience sounds like so much fun. It’s impossible for me to go anywhere without my design goggles on, so I am constantly critiquing my environment, and oftentimes find myself thinking, “If only I could get my hands on their menu, or signage, or drapes, or…” well, you get the idea. Presentation is of HUGE importance but some companies just don’t get it.

What do you consider to be the greatest headline of all time?
“Where’s the Beef?” That one somehow stuck with me since childhood.

What’s your favorite design tool?
Adobe kuler. I hate to say it, but in this day and age, saving time is priority in many instances and having so many wonderful color palettes at your disposal is a huge convenience.

Do you have creative outlets other than graphic design?
I’m starting to really get into documenting my family’s life through photography.

What’s your approach to balancing work and life?
Love your work so much it feels more like a hobby than a job.

What product/gadget can you not live without?
My basic cell phone. I don’t have to have the latest, greatest technology, but the convenience of being able to talk to anyone from (almost) anywhere is unfathomable now.

What’s your favorite quote?
“It’ll be fine.”
–My mom

Do you have any advice for people just entering the profession?
Expect a wake-up call. The real-world agency experience is nothing like school and certainly not as glamorous as it appears in the movies.

What’s one thing you wish you knew when you started your career?
The real-world agency experience is nothing like school and certainly not as glamorous as it appears in the movies.

What’s the strangest thing you’ve bought online?
I tried to surprise my husband with a small car TV, but failed to realize that it was a Chinese TV (whatever that means) and was a complete waste of $200. Needless-to-say, I will never buy him anything technical again.

Do you have a personal philosophy?
Nothing compares to keeping a positive attitude. There is no good that comes of looking at the glass half-empty.

*That’s a whole new topic I’ll cover in a later post: Should Form Really Follow Function?

**Questions referenced from the insights section of commarts.com

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Tags: Branding, communications, creative, design, graphic design, interview, profession, technology

Jun. 8‘09

At Mindspace, we work hard to develop cutting-edge flash solutions for our clients. At the vanguard of what’ s hot in the flash community these days is a new technology called augmented reality (AR), which provides a unique interactive solution for users with a webcam. AR combines real-world data with computer-generated imagery, such as the yellow first down markers displayed in football broadcasts.

Given the “wow” factor that AR offers, expect to see more and more of it in the coming year as marketing agencies find creative ways to reach out to consumers using Flash and AR. And after scratching the surface of what AR offers, I can’t wait to use it more extensively. Here’s what you need to do:

1) Make sure your webcam is on. Augmented reality does not work without a webcam.
2) Print out the tracking target.
3) Be sure to hold your tracking target so it faces the camera directly. If it’s pointing the wrong way, we can’t work our magic.
4) Mac users – you may need to activate your webcam via your “Flash Player Settings”. Just right click the pop-up window, select the webcam icon, and choose USB video from the drop-down list.

Once you’re ready, click on the image below and select “Allow”.

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May. 15‘09

I know how to write a really lame positioning statement. How could I not? The examples are ubiquitous. If you’re in need of a lifeless, verbose positioning statement for your product or service, please follow these five time-tested steps.

Understand your product, target audiences and competitive landscape really well.
Pick the one thing you do differently that your target actually cares about, and will continue to care about for several years.
Write it in a concise statement using positive present tense: “The Nitro-Ball is the only toy ball with an unstable core of liquid nitrogen.”
Get tons of feedback from colleagues and ensure each of them makes a contribution, however small. Don’t stop until you have an edit from everyone and consensus from all.
Hang signs around the company with the new positioning statement: “The Nitro-Ball is, was, and will forever be the only entertainment-enhanced spherical projectile for children of all ages, of every race, creed, size, ability and species with explosive power, for explosive fun and also it will literally explode if it falls outside the 3 degree range of stability.”

You may be thinking “the statement in step #3 was actually pretty good.” Bzzzzz! Incorrect. There is one serious flaw with the initial statement that the untrained eye wouldn’t pick up. It looks way too short when framed next to the incomprehensible 1,500-word company vision statement. It’s too easy to remember, internalize, act upon. Where’s the challenge?!?

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Tags: Branding, Marketing, tag line

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