July 29, 2010
By Michael Mark, CEO/Creative Director @ NYCA
I am thinking of changing the agency name to Dinosaur. It’s a sound business decision.
I think the name will be remembered, for one: Dinosaurs lived 65 million years ago and they still have great recognition. Two, dinosaurs are loved. How many agencies are loved? So it could help attract new biz. Crowds of people, to this day, go to museums to see them and take photos of themselves in their rib cages. And three, dinosaurs are cool. It’s important for agencies to be cool. And most critical, it’s true about us.
NYCA believes in the tried and true tradition of strategy: knowledge that breeds insights that empower targeted executions and win against stated goals. We are also unfashionably committed to relationships — virtual and otherwise — with our clients, our clients’ customers, each other. Much as we are in to metrics, Gabi’s got a graduate degree in applied mathematics, we’re an emotionally based company. Yep, I know, old school. We also confess we love ideas that grow businesses. Trends are nice but we are a bit geeky about the moment of impact – activation strategies are hot. Above all, integrity — a preacher’s word, a grandpa’s musty rocking chair word — is on our walls. This is New York, one of our conference rooms. Win a free NYCA grow! seed pack if you can guess the name of the other one before we have to change it.
And also — and I know this is totally uncool — we are way into relevance. Not a sexy word, relevance. You won’t likely see it on a sculpted bottle in the fragrance aisle. But we think it’s dramatic, sexy.
“Dinosaur” is a cool name, it’s edgy. I got a thumbs up from one of our developers when I pulled his headphones off and asked. To be honest, his snake hissed at it. Scaredy cat.
July 9, 2010
By Dan Henry, Senior Business Manager @ NYCA
Advertising Age recently reported that clickthrough rates from ads on the iPad are between 0.9% and 1.5%, which is 6X the benchmark for click-to-expand ads on the web. Think about that. Six times the results.
Here’s what came to my mind as I read – will these help your business grow?
- Demand a higher level of relevancy. Not only the message should be relevant. Not just the message and the medium together should be relevant. The message, the medium, and how that message interacts with the content it lives with should be relevant. Then your not just asking for something from your consumer, you’re also offering them something. A better experience. Consumers reward brands that provide a better experience. The iPad isn’t the only way to do this, but the consumer reaction and business results at this stage seem to be saying there are benefits of delivering a higher level of relevancy.
- Don’t ignore the importance of the execution. All these ads on the iPad have one thing in common. They are executed to the highest level. Apple is making sure of it – to make sure the ads are in line with what their product is offering – an unsurpassed user experience. It would be difficult to argue that the level of the creative executions isn’t one reason these ads are performing so well. Of course you want to invest in really smart ideas, but spending the right time and money on truly beautiful creative really does improve results. Apple is a perfect example of this – yes good ideas, but also flawless execution. Our digital age requires us to work faster and cheaper, but this doesn’t mean we sacrifice the details of the execution, it only means we have to work harder at it. We actually have to ‘sweat’ the details.
- Experiment. In AdAge’s article a Ford executive speaks of their investment in iPad ads as an experiment. I think it’s safe to say most marketers who are investing in iPad ads right now would say the same. Again, iPad isn’t the only way to experiment. Augmented reality is an experiment. 3-D is an experiment. And here’s one that did both – here and here. I say experiment smartly, but experiment.
Some of you may be thinking, ‘yeah, but it costs double!’ However, what costs twice as much but gets me 6 times the results doesn’t really cost twice as much, does it? I wasn’t a math major, but am I not actually paying half what I would for the same results the old way?
July 5, 2010
By Michael Mark, CEO/Creative Director @ NYCA
Seth Godin asks us to stop in the midst of mindlessly moving along to make sure when we look back we are satisfied. Thanks, Seth.
Read Seth’s post here.
June 25, 2010
By Michelle Edelman, President @ NYCA
Some think that sales is a low-brow profession. We are proud to claim it as our profession.
At NYCA, we work as hard on our clients’ sales meetings as we do on their consumer marketing campaigns. The sales force is a key constituent. If they don’t believe, retailers won’t. If retailers don’t believe, our product will be competing with the cacophony of others for attention in already-crowded stores.
Working on sales meetings gives us a completely different view of products and the people who make them. We understand the insight and motivation of our brands so much more as a result. We hear the first questions, firsthand. If the sales force doesn’t understand what we’re saying, the consumer definitely won’t.
We’re honored that our brands trust us enough to engage us in sales meetings. The motivation we deliver in a short few hours or days, needs to last a whole selling season. Lots of our campaigns build up impressions over time. Sales meetings have but one chance a season to deliver the goods.
Top 5 things to remember while executing for sales meetings:
- Excitement is at least as important as ideas. Motivation is contagious – it exists in the skin, not really the brain.
- 1 idea, repeated many times. So much information flies around that having simple takeaways makes them embed better.
- Element of surprise – sight, sound, motion, change of venue, or people acting out of character keep the audience a bit out of balance. This heightens awareness – and adds to comprehension.
- Ask “what’s in it for them” – bring it into the language of the sale, not the product. They want it to be easier to sell and have less retailer complaints. How does the product compete – what’s that elevator speech that will make all the difference given 5 minutes with a key account?
- Follow up – what does the sales force receive when they get back to business as usual, that reminds them of those few key things you need them to do and remember?
It’s sales meeting season – and we’re in our element. Call us and we’ll help you out next time around.