Everything we've written in July, 2008
Recent News and Updates
What should we call it, anyway?
posted by rraiche @ July 31st, 2008
Six cold, hard facts about the naming process
On the surface, it looks like a fairly straightforward assignment: naming a new company or product. How difficult can that be, right? Just let those creative juices flow and you’ll be at the finish line in no time.
It’s just not that easy. That’s why some very large companies – devoted exclusively to naming – charge very good money. And even they don’t always get it right.
So you’re facing an especially difficult naming assignment. And a client with a very limited budget. What to do?
Well … start with what NOT to do. A quick way to get into the right frame of mind: The Ten Worst Naming Blunders for a Company or Product.
Then, take advantage of the tools and resources on the Web. Two good sites are Igor International and Brand Channel.
Finally, be prepared to face these cold, hard facts:
FACT ONE: To be successful, a product or company name must be grounded in market positioning.
O.K., this is Advertising 101. Market positioning must precede the naming process.
FACT TWO: Naming a company or a product is not as easy as it looks.
It’s not unusual for companies to exhaust hundreds – in some cases thousands – of potential names before striking gold.
FACT THREE: Naming a company can be a costly endeavor.
While some organizations minimize costs through an internal process, final selection – and securing the trademark and Web domain – can involve significant expenditure.
FACT FOUR: Naming is a process backed by research.
Although different agencies have slightly different processes, the effective ones all include research at key points in the process. Beg for budget dollars.
FACT FIVE: A successful naming process is objective, not subjective.
Whether or not you like a name isn’t important – whether it helps you build the brand is.
FACT SIX: Despite what you may think, a name will never appear without contextual support.
Don’t fall into the “it has to describe what we do” trap.
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Online Marketing
Where Video Can Take You
posted by Greg Batiansila @ July 15th, 2008
One of the partners at YouTube, Corry Williams, shows off a less-than-unique but first-of-its-kind use of online video. Imagine using this as a campaign for a product roll-out, or a new branding campaign.
This particular series uses 64 videos to truly engage the audience. I love this idea, and my mind is whirring on how to shoot and implement it.
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Social Media
Blasphemy Against The Mighty Word Of Mouth?
posted by Greg Batiansila @ July 15th, 2008
There have been books, websites and campaigns about Word of Mouth Marketing. It’s one of the core precepts of Social Media.
So, why is the Senior Vice President for Digital Strategy at MRM ripping Word of Mouth?
Well…she isn’t really. She wrote a catchy headline and a compelling opening paragraph. She’s softened her tone by the final sentence to imply that WOM is something you can’t catch or harness. It’s a byproduct of good marketing.
Oh.
This is akin to Avicom’s strategy of avoiding the term “viral.” Many a huckster will offer you a viral campaign. No one knows what will resonate across the general audience.
On the other hand, we’ve had significant success in creating buzz when we have an intimate look at our audience, their needs and expectations. Which makes buzz a byproduct of good research and smart campaigning. Which means that we agree with Ms. Fou.
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AgencyThink
Making Dreams Real (This Might Hurt A Little)
posted by Greg Batiansila @ July 14th, 2008
I can’t get over how much advertising is like this. A client comes to us with a rough idea of what they want - no matter how detailed the idea, it’s still rough - and we set about taking their concept and making it real. Putting it on a billboard, or a webpage, or a brochure.
Inevitably, there is friction between what the idea became and how it existed before. Some of these drawings revealed a rude idea of perspective; some of the implementations of the drawings were too literal. Success requires trust and communication and understanding.
In our video department, we sometimes encounter client objections about a camera angle or style even though they, the client requested that particular angle or style. The idea is going through its own rite of passage. It’s all part of making a dream real.
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AgencyThink
Proof Your Work
posted by Greg Batiansila @ July 11th, 2008
Dear Friends,
Avicom takes a great amount of pride in painstakingly poring over its work to make sure it has no errors. Make sure you proof your work. Otherwise, you could make some rather large errors.
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Social Media
Olympic Blogs
posted by Greg Batiansila @ July 10th, 2008
A client approached us to do a website focused on their sponsorship of the Beijing Olympics. One of the ideas we pitched that was not approved was eventually thought of by someone else and is now being implemented by Lenovo. I love this idea. Our idea included video blog, maybe even daily, handwritten “to-do” lists from the athletes. I’m glad someone’s doing it. I’ve already bookmarked it.
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Trends
How’d They Do That? No, Wait - Why’d They Do That?
posted by Greg Batiansila @ July 10th, 2008
One thing that strikes me over and over as I listen to or watch ads is the question “How’d They Do That?” How did they pull it off? I know clients enough to know that clients tend to be play-it-safe professionals trying to ensure they’ll have a job tomorrow by carefully maintaining and dusting off their brand daily.
So…how did an agency get the permission to make a commercial for a product that revolves around a suicide attempt? A commercial with only two spoken words, and one is an expletive?
I could see how perhaps a marketing manager trying to establish themselves as a whiz kid could have greenlighted this, but I’m more intrigued on how corporate approved the tact.
Then again…maybe the above is best answered when the “Why?” is answered. The use of the expletive means it was never going to make broadcast television. The subject matter – suicide – is nowhere near “safe.”
The answer to “why?” is the old dictum that if no one’s talking about you, you don’t exist. And to get some talk, some buzz, you create an objectionable video with profanity and get people to comment on it. Sure, it will never be on NBC, but will it be shared or watched online out of pure curiosity? Will you watch it? More views, which make other people comment on it. I have never looked at a Heineken ad on YouTube. So if you accept the rules of the game – and many brand stewards will not – you can see how this is a successful campaign.
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Recent News and Updates
Avicom Hires Promotional Merchandise Director
posted by Erika Duelge @ July 1st, 2008
Waukesha, Wis. (July 1, 2008) – Avicom Marketing Communications has hired Tom Scheel as promotional merchandise director to help grow and lead their existing promotional department.
“We feel very privileged to have someone with Tom’s background and knowledge at Avicom,” said Tim Kubina, partner at Avicom. “He has a strategic understanding of how the integration of marketing and merchandising programs will meet our clients’ business objectives.”
Scheel comes to Avicom with over 30 years of experience in the marketing services industry, most recently with a local promotional marketing services firm, as vice president of sales and new business development. He also spent 25 years at Tenneco Automotive in various sales and marketing positions including director of performance products culminating his tenure there as the director of program group distribution.
“I’ve been very fortunate in this business to have developed the solid relationships needed in order to establish a thriving department,” said Scheel. “I plan on contributing to Avicom from day one, and will start building the department into the region’s premier merchandising partner.”
Avicom’s promotional department currently provides merchandising programs and products for some of the area’s and nation’s largest companies including GE Healthcare, Children’s Hospital of Wisconsin, Kleen Test Products, Signicast, Building Advantage, Bayer HealthCare and Schneider National.
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Recent News and Updates • Special Events
Avicom’s Open House
posted by Greg Batiansila @ July 1st, 2008
In case you missed it, Avicom had an open house at its Waukesha office on June 5. Many of the visitors were amazed to see just how much we’ve grown and all the services we offer.
If you did miss the opportunity to visit, please let us know and we’ll be happy to give you your own tour.
Some pictures of visitors on June 5:
Chris Richardson from GE gets a tour through the new Avicom website.
Mike and Alex from Gustave Larson said hi.
Steve from Johnson Controls talked about Johnson Controls Green Initiatives.
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