Creating the Ultimate in Immersive Experiences

It's been a while since we posted some marketing nuggets on these here pages. For a marketing company, there's no excuse for not telling the masses what you've been up to... heck, we preach that very thing.

So, why haven't we?

I'm glad you asked. You see, we've been neck deep in creating an immersive experience that we couldn't talk much about before last week... and since last week, haven't had the time to talk about it. The project we've been working on is probably the coolest project we've ever worked on.

Really? Cooler than VoodooPC's Out Of Box Experience (OOBE) packaging project? Cooler than Hewlett-Packard's Blackbird (OOBE) packaging project? Cooler than the Alternate Reality Game (ARG) we created for the Node Gaming Centre? Cooler than any of the work you've done for professional sports teams?

Yes. It is indeed the coolest thing that Francomedia has ever done, without question. It's groundbreaking, it's bleeding edge, it's never been done before and we're leading the charge.

OK, so what is it?

Again, we're glad you asked. The project is tied to a new publishing company called Enthrill. Enthrill Entertainment Inc. publishes thrillers, but through new methods and means. Their goal is to Enlighten, Engage and Entertain through immersive experiences... who better than to do this work that than the crew that wrote the book (almost complete) on immersive experiences, Francomedia.

Enthrill's first thriller is called One Child, by best-selling author Jeff Buick. We were charged with putting together a marketing plan together that would fit the goals of the organization as well as create hype for this new novel. What we ended up doing was much more; building the actual product, the customer experience and the marketing plan (which is very, very unique).

The marketing plan included creating 8 web sites, 28 social media profiles, an online ordering system and a radio station with daily audio updates.

Essentially, we have created an alternate reality online for readers of the book, as they read the digital version, they can visit the Facebook profile of a character and interact with them. Readers can visit the characters' company web site, read their tweets, link in with them on Linkedin, and more. Through this interaction, readers can get to know the characters more intimately giving the characters and the story more depth.

Readers that registered with full contact information, received post cards from characters in New York, readers can e-mail some characters, phone some of the corporations and enter contests on our faux radio station.

It's no longer a book, it's an experience.

Taking things to a whole new level, we have taken this 30 day story, starting July 27th and ending August 25th and released is in real time; realeasing it day by day as the story unfolds. This has never been done in the publishing industry and we are making waves.

Adding audio and video content to the story also enhances the reading experience, as you read the book, you can click to hear the soundtrack to the book. There are also 4 video sequences of the story that were filmed.

The four video sequences, included a cast and crew of about 30 people - this was no small production - and will absolutely thrill the readers when they arrive at these chapters later in the book.

We were fortunate to have the experienced help of the whole Francomedia team, as well as enlist the services of some of the top names in producing this experience for readers:

Video - writer/producer/director Grant Nolin (The Downholers, Half Mile of Hell & Gemini Award Nominee), and the whole crew at Zoom Web Video.

Audio - guitar legend Rick Plester (Scorpions, MSG, Black Symphony), voice talent Al Murdoch (EA Sports, CityTV, Midway Games), Voice actor Murray Vair (CKRY, 1000+ Commericals) and Roberto Dorazio (Corus Radio, Little Steven's Underground Garage).

Social Media - our own Christina Greenway (Social Spawner) and Kristin Reilly (Professional Gamer, Social Community Builder, CBS Interactive).

We have created an alternate reality, bringing characters from the book to life, bringing faux corporations to life and providing a reading experience that incorporates audio and video, like never before. The feedback we have gotten so far has been incredible - people are genuinely blown away by the concept and by taking part in the experience.

You can check it out, by registering for the free 9 day trial, here.

I'm certain that this will be done by many others to come, they will likely have bigger budgets, they may do a better job and may even take it to whole new levels. You can count on it.

That's just how it is when you've done something first - it's always easier to copy and improve than it is to innovate. Our team at Francomedia is a team of creative professionals, bent on innovation and immersive experiences.

Checkity Check Yourself - Make Sure You Protect Yourself

10 Tips to Keeping your Password Safe

So many of the things we have today (internet, wi-fi, hot spots) to help us be more connected are actually helping us to break free of being connected in the traditional sense of cables and limited to buildings and structures.

No longer do we need programs installed on our local hard drives, or home to access the internet - anything from updating your Facebook page, to sending out your newsletter, updating your website, even doing your banking (although we wouldn't recommend it) can be done from the comfort of a Starbucks chair while drinking your favorite beverage.

This new freedom and accessibility, can leave us vulnerable in ways that the average person might not be able to comprehend. The bad news is that if someone wants access to your files, they can and will find a way. Even the Department of Defense understands this and although they may have a lot more firewalls than you or I have - they also have a team ready to be sent to the house of the attacker to be arrested. Most people probably don't have that luxury, so I wanted to find out a few ways that people, businesses, and staff can better protect themselves from being victim to a hacker or digital thief.

I interviewed Mike Hogan, Security Specialist at MSI Systems Integration Ltd. ("The ITeam") to get some good tips on how to protect yourself from being susceptible.

"One of the biggest issues is that people don't change their passwords frequently enough" says Mike, "they also use the same simple password, that's not very complex for all of their accounts making it easy for someone to gain access to a lot of their information even if they only had one password."

I asked Mike to share some guidelines for personal and professional passwords, here is a list of 10 things that you can do to protect your passwords:

1) Use the same email account for all of your passwords
This way if you forget your password it's easily accessed by clicking on 'forget password' and you just have to remember one email account. Instead of having the same password for everything, rest assured that if you happen to forget the account information, you can always have the password reset using your email.

2) Never use a 'dictionary' word
If it can be found in a dictionary - don't use it! Instead pick a phrase that means something to you, here's an example:
-say you like the movie "The Good the Bad and the Ugly" then maybe your password would be tGtb&tU!

3) Always use 8 characters or longer (where possible).
The longer the password the harder to guess or crack.
Ensure you use a combination of upper and lower case, numeric and special characters (when possible)

4) Capitalize in an odd spot
Try not to use the capital letter at the beginning, instead use it within the password, example: tGtb&tU!

5) Replace vowels and other characters
Replacing these with special characters or numbers will help you remember
Some common replacements are:
a = @
e = 3
i = 1
l = 1
o = 0

6) Don't use region specific phrases
For example, if you're living in Calgary and are a fan of the Calgary Flames, then you probably don't want to have 'Flames1' as your password, instead you might consider 'fl@me$RU13!!' to make it a little harder for someone in your area to crack. Same goes for other fans in other regions.

7) Ensure your banking and social networks passwords are DIFFERENT
Don't use the same password for everything - if someone can figure out that one password, then it opens other sensitive information up to all of your networks, including banking and other personal data.

8) NEVER click on the 'Remember my Password'
It seems convenient, but I can tell you from personal experience, it's not the way to go. Bots and spiders can creep through your internet browser to find and crack these files. Even though it's tempting, NEVER let anyone else remember your password for you, especially your internet browser.

9) Do NOT store all of your passwords in a 'passwords.txt' or 'secret.xls' file
If you do malware on your computer, they are programmed to look for files that might be named 'secret' or 'passwords', find them and then report them. These files usually have everything an attacker would need to know, including user, login, password, URL to login to....If you're going to keep a list, just keep a list of where you currently are signing up and not the passwords associated.

10) Change Frequently
One of the best things you can do to protect yourself is to change your passwords frequently. Once a month quarter is a good start but for more sensitive data like banking once a month is better. You may want to have several (more than 3) one phrases a month that you cycle through or something to help you remember, whatever that is, changing it frequently is key.

If you're worried about forgetting your password, then Mike does suggest you look into an Encryption program that can safely store all of your passwords. You will want to research programs that suit your needs and your system, however it's a worthwhile investment, when you consider the alternative of being open to an attack.

The bottom line is using these tips and some common sense you can protect yourself and your files from being vulnerable. This is something I personally need to be more diligent in monitoring and maintaining. And in this digital age we live in it's something we all need to be more mindful of.

To find out more about The ITeam and their services visit their website www.theiteam.ca

Rangerland Redeveloped

Our clients come to us in a variety of ways and with varying requests. Rangerland came to us with an older site looking for something fresh to portray the company more effectively - essentially a new fresh look.

The end result was a very simple and clean layout with seasonal imagery used for a backdrop - it's really quite nice.

Working with clients we try to get a sense of their own style preferences, a feel for the company, their clients, their services - it's a lot to take in, but that's where our team shines.

Through round table discussions and creative planning, we're able to deliver sites to clients that are beautiful and functional. We've been using the Joomla! framework, which means that clients have the ability and option to update their own sites once we've put the finishing touches on them. This is great news for clients, as we've seen the pains (in fact a lot of new customers come to us with those pains) of not being able to update your own site.

Customers usually want to make relatively minor changes - it's hard to justify paying someone for simple text edits and waiting for a web company that doesn't see your business as their priority can end up taking days, sometimes weeks to get done.

Don't get me wrong, we're happy to help clients update their sites and generally can provide a quick turn-around for minor changes, but we do all get busy and having the ability to access and update yourself is golden. Especially when Joomla! makes it so easy.

Award Winning Blog

Is what you're reading right now. That's right, folks. Tales from the Expedition, the Francomedia blog has won a Gold Hermes Creative Award!

The unique design of the blog surely swayed the judges as it really is a compelling design (thanks Francomedia design team!) - it was not an easy design to work with, but we have the technology (thanks Francomedia development team!).

Through weekly(ish) updates, we try to keep our customers and the viewing public aware of what's new in advertising, marketing, design and of course, Francomedia.

Updating a blog does take significant effort and many of our staff contribute to Tales from the Expedition. So, thank you for reading our blog and don't be shy, hopefully there are posts you feel worthy of sharing, go ahead - we're down with that.

Over the last couple of years Francomedia has been on the receiving end of many awards for their creativity, design and marketing - this is thanks to a great team of creative thinkers and doers - and I thank you for that, Francomedia team.

Keeping Busy in Cowtown

How fortunate are we to be working on some of the coolest projects in Calgary?

Some may say, that we are really making a name for ourselves as a go-to-shop for creative goods... and this is resulting in us being very, very busy. Winning a gaggle of awards over the past 12 months may have been a contributing factor, but I like to think it was more about our reputation than anything else. Busy nonetheless.

But, busy is good - and being busy on creative projects is really good, so, life is really, really good at Francomedia.

So far this year, we have done some great branding projects, some cool web projects and some great print projects. To new clients we are super heroes, to existing clients we are consistent and always ready to take on whatever they throw us. Our challenge these days is all about scheduling - getting new work into the mix is harder than ever, but we manage and manage well.

We are breaking new ground with a very cool project that will be released sometime before summer - we believe it will set the future standard for marketing in the publishing industry, all while showcasing the true power of Apple's new iPad.

Another project that we are passionate about is TEDxCalgary - which is happening on April 29th and we are playing a part in helping them market the event online and on-site. You can watch it live from 9:00am - 6:00pm (MST) at live.tedxcalgary.ca.

We've worked on some really high profile web sites over the past year, Cabinets by Hayley, Ronmor Developers, United Nations, Calgary Council for Advanced Technology... just to name a few - there are a few others that we can't name yet, at least not publicly or prior to launch.

Since December we've branded a custom fly rod maker, an engineering firm, a home builder, a realtor, an oil service company and a publishing corporation.

Most of our blog posts are helpful and offer advice in marketing... this will continue, believe me - we like to share. I guess, we just needed a forum to say that we're happy to be working with some great customers on some great projects. Thanks for reading.

Developing a New Kind of Customer Continuity

The face of the customer continuity game has changed. No longer do you need to be associated with large loyalty programs to get a great result, like a lift in sales or attract new customers. For most small business owners, they are operating on a tight budget, they are often the ones running the show, there's usually not a lot left at the end of the day to even think about the additional time and expense of a continuity program. The good news for these business owners is that there are now viable alternatives to create your own version of a customer continuity program, even on a tight budget.

Think of the millions, if not billions, that has gone into creating the loyalty programs we all belong to. What if I told you, that you can have this too, but at a fraction of the cost? Sound like a 'too good to be true' sales pitch? Don't get me wrong, there are costs involved, especially if you want to 'do it right', but these are minimal compared to the big bucks you could be spending.

When I worked for a retailer, one of our focuses, if not our main one, was to retain existing customers and increase their sales and visits. Time and again, studies prove that gaining a new customer, although can prove valuable in the long run, does not compare to what you can accomplish by increasing order sizes and frequency of your loyal customer base, creating the golden customer continuity. Loyal customers tend to be just that, loyal. They keep coming back. They keep buying your products. They keep telling their friends. They keep you in business.

Don't get me wrong, businesses can change, their customer base can change, but ultimately isn't it about increasing sales? And what better way to do that than to create a loyal community, offer that community value, and then keep them coming back. Social media makes this possible, and tools like Google, Facebook, and Ning make it easy (and affordable).

The power that now exists for marketers and business owners through social media avenues, like Twitter and Facebook is immense. Now, more than ever before little businesses have the same tools available that the big brands have. Yes, the big guys might be able to create their own fancy network, take Air MilesTM for example: http://community.airmiles.ca/en, but with powerful networks like Ning, or even utilizing features in Facebook, you can create a very similar community building experience, at a much lower price tag.

Keeping your customers coming back is key - loyalty programs aren't going to be a magic fix if your business has other issues, but if you're looking to build on your success, then consider adding an online community to the mix and see how fast your reputation spreads.

Speaking at the IMC

On Tuesday next week, I will be speaking at the Internet Marketing Conference in Calgary.

You can find out more about it here.

My presentation is on Alternate Reality Games (ARG) and Immersive Marketing... I've got 30 minutes to provide some examples and explain how to make a successful ARG... if you're at all familiar with ARG's, you'll know that we will be moving fast to cover it all. There will be time for questions after the other two speakers, as we form a discussion panel.

This international conference is in it's 10th year of production and is the largest in dealing with internet marketing... this is the first time it's come through Calgary.

It seems more and more companies are beginning to jump on the social marketing bandwagon and everyone and their dog are calling themselves internet marketers. I wrote a blog a while back that explains that social media is simply a tool, and like any tool it needs to be in the right hands. We recently had Christina Greenway join our team, as our social marketing manager - she has a background in marketing and knows the tools - this is a great mix.

It never ceases to amaze me how even today, large companies put inexperienced people in charge of the very thing that will drive their business, their marketing on the web. Having a teenager run your social media or a technical person run your web site is a recipe for failure online. Nothing against teens, there's no question they understand the tools, probably better than most people out there - but they are not brand or marketing experts. And, nothing against technical people, but just because you are the only person in the office that knows what a browser is, does not qualify you to drive the marketing speak of your company on the internet.

So, as a business owner, you should take time out to check out this conference, you need to understand the tools that will drive your marketing over the next few years. But, please bring along your marketing person(s) - for they are the ones who can make these tools work for you in presenting your brand online.

It's important to learn how these tools work, but ensure that the right person is using them - this conference is a great place to start taking your online marketing to the next level.

What's Going On?

Regular readers of our blog have become despondent and bored. We apologize to both of you, we've just been too busy to update the blog regularly this year... but, this is good news - for us anyways.

The first two months of this year has provided us with the busiest start to a new year that we've ever experienced. And, as you know, our clients come first - publishing free marketing advice through this blog to a bunch of freeloaders, er, I mean captive blog readers comes second, sorry. That's not to say we won't continue this practice of giving away our IP to the no-est bidder - we've just been consumed with paying projects.

Currently, we are working on the re-brand of no fewer than 5 companies - each unique in it's own way and with very different audiences. They range from downstream oil and gas services to custom fly rods (maybe they're downstream too!). In addition, we have dockets open for more than 15 web projects - all in various stages of development. Put that into the mix of all the regular and irregular jobs we do every day and it's a recipe for a very busy little office.

On top of that, I will be speaking at the Internet Marketing Conference in Calgary on March 16th. My topic will be Alternate Reality Games, a genre in on-line marketing that few marketing agencies have ventured into - possibly because of the time and monetary commitment that is required to pull it off. This will pretty much kill my time from now until the curtain closes on my talk. We're planning on making it an interactive experience for the audience... hope it's more than just the two of you reading this.

Some good news fell our way in February - we won the 2010 Marketing Award at the Alberta Business Awards of Distinction, a gala event put on by the Alberta Chambers of Commerce. This was a great honor and validation for the work we did in marketing our own company. Everyone on the Francomedia team went up to the gala dinner in Edmonton and celebrated into the wee hours afterwards - a very much deserved break from the hard work put in the past year.

So, what's in store for the spring... well, we've actually got a few things going into stores for the spring, a national and regional campaign for large food manufacturer as well as a couple of projects that touch on the Alternate Reality Game genre. Stay tuned... they will be good.

Walk the Talk

"When I see a bird that walks like a duck and swims like a duck and quacks like a duck, I call that bird a duck." James Whitcomb Riley

Most everyone has heard that quote before, maybe in it's shortened form, "...if it walks like a duck..." but what does it have to do with marketing and branding?

Well, it's quite simple - all the elements of your marketing speak to your brand, if they are all saying the same thing, then you are walking the walk and talking the talk.

If you're a duck, there's things you don't have such as scaly skin, hoofs for feet, lips for a mouth and whistle or bark. That's because those attributes are not duck-like. If it quacks like a duck... it must be a duck. Your quack needs to be specific to your brand.

In branding, you have to talk the talk, meaning you need to communicate your brand essence in everything you do and then you must walk the talk, meaning you need to follow through on the promises made by your communications. The duck does this quite well, by being consistent in it's quack.

Now, don't get what we're saying wrong, we don't advocate conformity and being the same as everyone else - quite the opposite, you need to be different or better to succeed in branding. But whatever you are, you need to communicate it consistently and accurately, reinforcing your quack... whatever it is.

Everything is Marketing

The sooner business owners understand that everything they do is marketing, the sooner they will see their brand on the road to success.

We have the opportunity of working with many successful entrepreneurs at Francomedia. The ones that seem to stand out and grow faster, gain the lion's share of their market more so than the others in their field are the ones that really understand how important marketing is and that marketing is much more than just the logo.

Marketing is everything, including the kitchen sink (figure 1.1)

When I get a request for everything - from logo to cheques and from vehicles to office walls, I smile a great big grin. Not just because it means a lot of work for my team, but because it means that we have a customer that is serious about their branding and that our efforts will not only be noticed and felt, but appreciated. This is where the Francomedia team shines.

What does it mean, 'Everything is Marketing' though?

A lot of people believe their logo, business cards and a magazine ad is marketing. It's only a small portion of marketing, you see - everything is marketing; from how your phone is answered to how clean your company fleet is to the mundane forms that your staff fill out each day. Everything you do embodies the spirit and essence of the brand - this influences how your staff feel about your brand and how they reinforce the brand motto in what they do. This is reflected in how they deal with the customer and your brand shows through.

The best example of this type of integrated branding is best found at retail - typically where you find the biggest blunders of this type of execution as well.

As a consumer, you are often times made aware of a retail store by their flyer or their advertising - their logo and the design of these materials should be congruent and appealing - leaving you with an impression of what they are about - when you arrive at their store, what they have promised in their advertising should be visible in signage, store decor and staff demeanor - their service and policy should also reflect their brand proposition - and everything from register tape, bags, carts, and exterior signage all have to be in complete brand synchronicity. You should leave the store feeling as though you got exactly what you came for... and more, if they did it right.

Retailers have lived and breathed this type of integrated brand marketing for decades - so how come it takes other businesses so long to figure this out? It's not rocket surgery.

Many service company's are beginning to adopt this approach, and some are becoming household names. While other company's are struggling trying to get their advertising down pat, I suggest you look at your marketing (your everything) - this is where you can make some inroads and take the rug from under your competitors. So, the question becomes, how do I do this?

One way is to approach your everyday decisions on behalf of the brand - be the brand. For instance, if the brand was going to order pens for the office, what pens would the brand buy? Never mind what the price is - what's right for the brand? If the brand was going to lease a fleet of vehicles, which ones would reflect the brands personality best? If the brand was ordering a new floor mat for the front door... If the brand was ordering business cards... If the brand was ordering envelopes... you see, if you look at things from the brands perspective, you will likely choose things that reflect the brand, not what suits your individual taste or appetite to spend the least.

Here's an example: Just this week I was following behind a truck that was clearly marked as the leader in high quality automotive parts - great branding, right? It was... probably for the first 5 years this vehicle was on the road. Now it's dirty, out of date and what's worse is that it had rust stains pouring down the back door, right over the words "quality auto parts" - not quite the impression they were going for with their brand, I'm sure. For little investment, this could be easily fixed or cleaned up and the brand would be reinforced positively. But, I'm certain that this particular business owner believes their work is done, because the name's on the truck - what more is needed? This attitude is common and why there is such huge opportunities for entrepreneurs that are serious about growing their business.

I'm not saying you need to spend a lot of money. Making all your decisions so that they accurately reflect your brand is what is important - because your brand is everything. If you're selling a luxury brand or anything of quality, you can't be shopping for supplies in the dollar store - cheap begets cheap. Because your brand essence is so much more than just your logo, you need to look at all the ways that your customer experiences your brand and make sure they are in sync with your brand motto.

Your brand has to walk the walk and talk the talk. To do this, you have to understand that everything you do is marketing because marketing is everything.

Why Creative Is Important

In the advertising and marketing field, the word creative is used to describe the work produced by the creative team at an agency, typically in the form of concept, copy writing and graphic design.

For example, if we were to design a poster for you, the artwork would be called the 'creative'. You would say, "Let's see the creative...", and we would show you a proof of your poster.

This is advertising jargon.

At Francomedia, we describe ourselves as a boutique creative agency, meaning a relatively small group of very talented people that produce creative for various purposes. We are not an advertising agency, although that's the best way to describe us to people that don't understand our vernacular for the word 'creative'.

Many people have trouble understanding when or why they need creative supplied by an agency. A good example of this is the good old-fashioned power point presentation. Nearly every working stiff with a mouse can create a power point presentation, which is why so many companies don't see the need to hire a creative agency to supply creative for such a common item. Especially, since they can have their most junior person do it.

So, why hire a creative design agency to do your power point?

Everything is marketing. It doesn't matter if you are presenting something internally or to a crowd of investors, your power point is your marketing. And, when it looks like a grade school kid made it for you, how does that reflect on you? I have seen many corporate power points, and honestly, my kids make better looking/working ones than I've seen by some big companies, and they're in grade 3.

Great creative can do a lot of things for your power point (or anything else for that matter), and, it doesn't have to be expensive. Here's what professional creative will do for you:

1. Make you look credible. If you are looking to the audience for investment on an idea or a company and you can't even get your headings to line up page after page, how are they supposed to feel about investing with you?
2. Make you look professional. If you are presenting a recommendation to upper management or a board of directors and you have clip art images strewn throughout, are they supposed to take you seriously or try figure out where on their fridge to post your 'art'?
3. Make you look capable. If you try to communicate a concept by embedding a certain graphic, sound or video into your presentation but it never seems to work smoothly (or at all), how is your audience supposed to feel about your ability to see things through without error?
4. Make you compelling. If you have a clean, well designed presentation, that runs smoothly, you will hold the audiences attention - at which point your presentation will come down to your content... which is what it's supposed to be about, right?
5. Make you effective. If your presentation is properly designed and crafted, a good creative person will know what information to highlight and how to make those points ring true with the intended audience. That's important, right?

With all these benefits, you would think that hiring a creative team to build this for you would be a no brainer... but, often is the case where someone feels that they can do it internally and save the couple of bucks. What is the cost of lost credibility or a lost sale, or a lost investment?

Doing your own presentation is a great way to have your audience set very low expectations for you and what you are presenting. And, it doesn't take much effort for a creative professional to polish a presentation up, if even just to get some consistency throughout.

Even though, we used power point presentations as an example, hiring the right person for the job applies to just about anything in business. But when it comes to marketing your company, internally or eternally, you need to put your best foot forward and do everything you can to ensure your brand is exemplified and that people trust and believe what you present, on a screen or in an ad.

So, the next time you are planning to make a presentation, ask yourself if it's important that people hear your message and believe it. Then give a creative agency a call.

A Year in Review

As 2009 comes to an end, let's take a few moments to look at some of the accomplishments we've made over the past year...

1. Mastered Joomla! - Francomedia can just about do anything with this Content Management System (CMS), it was a big learning curve, but we dedicated hundreds of hours into learning it inside and out. The result now, is we can offer great web sites with endless functionality, endless SEO options and the customers can drive the content themselves. Well done Sandor and Nicholas.

2. Created Brands - Our design team has unveiled some great looking wordmarks and logos this year which I believe can be the start of some great brands. These designs have made it onto business cards, web sites, letterhead, billboards, the sides of vehicles, baby food packaging, pharmaceutical capsules, mobile web sites, point of sale materials, cleaning products, oil well sites, hats, presentation screens and onto coffee mugs. Well done Dave, Colin and Ryan.

3. Won Awards - The Francomedia team earned some street cred this year with 5 international awards. Spring arrived with a Platinum Hermes and Gold Hermes for the design of our own business card and the design of our own envelope with custom postage stamp. In the fall we learned that we won Platinum MarCom and Gold MarCom for the design of the Alternate Reality Game (ARG), Experience the Node and for the design of our own business cards. Then towards the end of the year we learned that we won the top honor, a Platinum Ava Award for the ARG we developed for our client, The Node. In December, it was announced that Francomedia is a finalist for the Marketing Award of Distinction and the Premiere's Award - handed out by the Alberta Chambers of Commerce. Well done team!

4. Continued to Grow - Despite the economic conditions, Francomedia was fortunate enough to grow over the past year, increasing sales and headcount. We have a great group of dedicated, talented and creative staff. I can attribute this past years' success to our team - no doubt their hard work and perseverance has solidified Francomedia's reputation in the market place as a reputable creative boutique. We were on the receiving end of many new customers who made the switch to our little shop of honors. We made many friends this year.

5. "Got Involved" - This year we did quite a bit of work for non-profit organizations, putting in many extra hours on projects for Volunteer Calgary, Servants Annonymous, The United Nations Association of Canada, The Santa Cause, Science Alberta and even became a platinum sponsor of a non-profit organization - the Calgary Council for Advanced Technology. In addition to that, we got involved with a for profit organization because we believed in what they were doing, we sponsored the "Access to Capital Conference", a platform to help businesses learn about and find alternate financing at time when businesses needed it most. We are proud of all these associations.

6. Got Famous - Well, we didn't, our business cards did. In addition to our business card designs picking up some international awards, they got featured in several blogs from around the world which resulted in us being interviewed for books, blogs and magazines. If you do a google image search of us and images of our business cards will fill your screen, well... almost. Every week or so we discover a new web site that is featuring our cards. We've had a lot of customers ask us about doing similar cards for them, but when they learn how much they are, they tend to drop the issue. Fame has a price and it's five bucks per.

7. Developed a Game - Every year as a holiday gift we like to do something creative. This year, we opted out on doing a physical printed card (sorry to our fine print suppliers) and decided to do something digital. A simple e-mail greeting wouldn't suffice, so we developed an arcade style video game and sent it to customers - it's called, "Mistletoe Command" and garnered much attention and adoration from our clients, friends and some new acquaintances. In addition to the game, we purchased 125 Colorado Spruce tree grow kits to promote the game as well as to award to winners of the game (the contest ends in 5 minutes).

I'm sure I've missed a few things, but those were a few of the highlights of the year, a few of many. So, with that said, I have just a few minutes before the clock strikes 12... from everyone at Francomedia to everyone... OK, both of you reading this, All the best in 2010 and have a prosperous New Year.

Holiday Game of the Year!

OK, maybe that's overselling it, but we did develop a really fun holiday game for clients and friends this year.

You see, every year at this time, we do something really creative by way of a fun gift and greeting card - and these have become very popular with our clients.

This year, we decided to do something digital and save some trees... by getting our customers to burn some down!

We developed an online video game called Mistletoe Command, yeah it's a nod to the 80's arcade game Missle Command. We had a creative meeting and determined that presenting it in retro-styled 8-bit graphics would be best - presenting our customers with a real arcade experience that reminded them of a time long ago when the only real currency was quarters not text messages and status updates.

The game concept was quite simple, you play the part of the Grunch and hate xmas, you try to burn down O Tannenbaum before the Mistletoe can take you out. The mechanics of the video game were not as simple as the concept - which is usually the recipe for a good game. We put some smarts into the backend of the game by way of high score tabulations and even keep track of who finds the easter egg - that's right folks, you need to find that too!

To add to the game, we ordered over 100 Colorado Spruce Tree grow kits and will award a number of them to the players that have entered their contact information along with their high-scores. So far, we've had over 600 players play the game and have had entries from as far away as New Jersey. Not bad considering we only sent it out to about 150 clients.

To complete the game, we did nearly everything in house, with the exception of some of the illustrations, in which we hired Jennifer Llewellyn, a famous character illustrator. Our very talented Francomedia team contributed the designs, the copy and the development of the game - the result was a very playable and enjoyable online video game, in time for xmas.

In total, we spent over 170 hours in the development of this game - so, you'd better play it and enjoy it! A big thank you to the Francomedia team for their efforts in 2009 - 5 international creative awards and a very cool xmas gift for clients with Mistletoe Command.

So, to friends and clients of Francomedia, we thank you for your support in 2009. We truly appreciate your business and friendships and look forward to what 2010 brings - all the best this holiday season!

PS - go play the game now!

Another International Award!

The Francomedia mailbag arrived yesterday with some great news; an announcement from the Association of Marketing and Communications Professionals... we won a Platinum Ava Award!

The international Ava Awards recognizes outstanding work by creative professionals involved in the concept, writing, direction, shooting, and editing of video production, tv commercials, news, and programs, as well as new media.

In our case, we won in the new media category of "Web Development and Interactive Contests" for our work on the "Experience the Node, Alternate Reality Game (ARG)". The platinum award is the top honor.

The ARG that we developed along with our client, The Node Gaming Centre, has won top honors in the MarCom awards as well, so we can now say that it was a multiple award winning promotion!

Developing an ARG is an arduous task, it takes many hours of planning and many more in execution, in all nearly 500 hours were put into making the game a success internationally. The team working on this project, which included members of The Node as well as Francomedia, developed 4 videos that were placed on YouTube as part of the game, as well as 6 web sites, a forum, a database and used multiple social medias, forums and communication methods to both tell the story and execute the game (YouTube, Flicker, Facebook, Craigslist, UnFiction, IRC, blogs).

The ARG was developed to launch a new LAN Gaming Centre in Calgary last summer, the ARG created a buzz, garnered some traditional media attention and gave The Node a very cool story to tell as their brand grows and expands.

Just for the record, here are the hero's that worked on this project (alphabetically):

Sandor Fekete
Ryan Ferrier
Kevin Franco
Kaya Konopnicki
Dave Kromand
Tim MacRae
Colin Stange
John Thomas

So, to everyone who worked on this project, a great big thank you - it took a lot of creativity and a lot of hard work.

Francomedia Celebrates Birthday!

It was 6 years ago that we began our creative journey at Francomedia.

Our business plan is simple and has been right from the beginning: low overhead = less cost for customers.

It was our mandate to provide top notch creative services for small to mid-sized companies for less money than traditional advertising agencies.

When we planned the business, we saw a huge market to serve, if done right. There are a large number of companies that can't afford the rates of traditional advertising agencies, but need more expertise and support than a stay-at-home graphic designer can offer. This is the space we intended to fill. And, because most of these companies don't have the budgets for big ticket agencies, we wouldn't have to worry about competing head to head with them, we could operate under the radar.

It seemed quite simple, offer creative design and marketing support at a fraction of the cost. We set up shop in an industrial park, opted for no middle-men and don't surround ourselves with unnecessary luxuries (3-ply toilet paper aside). A lower cost structure would enable us to operate efficiently and helps take the pretentiousness out of the daily grind.

We've done everything according to plan, so things should be on target, right? Not exactly. What we didn't account for was the amount of large sized companies wanting to do business with us. Our target audience went from start-ups and family owned businesses to billion dollar enterprises.

So much for staying under the radar.

Our reputation has grown considerably as an inventive marketing shop with highly talented staff and a penchant for creative thinking. This has resulted in the acquisition of some pretty high level projects with some fortune 500 companies.

So, what do we attribute this success and profile to?

First of all, we have taken our time in hiring the right people, each one hand picked and based on potential, not on previous experience, academic achievement or even their portfolio. Creative thinking, rationale and understanding our clients is what is needed and what each of our staff brings to the table. Our staff are some of the most creative individuals available and always bring their 'A' game. Secondly, we have always been selective with who we work for and what projects we do - we like challenges and we need diversity. Each new project leads to another. Thirdly, is our reputation, which we couldn't have built without the first getting the right people and then completing the right projects.

It truly is amazing what hard work mixed with talent can accomplish in just 6 short years. We still enjoy working with start-ups and small sized companies - sometimes, these clients can be the most fun.

I predict a great year ahead for Francomedia and would like to thank each and everyone of my staff for their contributions, hard work, ideas and attitude. I would also like to thank our clients (large and small) for the opportunity to work on some great projects!

Francomedia Wins International Awards

Francomedia received notice today that it won 2 international marketing and communications awards - MarCom Awards. This, of course, was met with some excitement and a feeling of validation for all the hard work that the entire Francomedia team put into these projects.

Here's what we won:

Platinum Award, the top honor, for the development of the Alternate Reality Game (ARG) called, 'Experience the Node', an interactive game we created to launch a new LAN Gaming Centre in Calgary called, The Node. Players registered as agents and were given clues to solve 8 missions in total - clues were distributed or planted througout the internet in various places like Facebook, Youtube, Craigslist and in blogs - the mission: to find the location of The Node and win a invitation to the opening. This turned out to be a rather international hunt, players chatted on numerous bulletin boards, IRC chatrooms and through forums to help each other with each series of clues. It got increasingly hard until the last challenge which was a ge0-caching exercise to find the rogue agent in a parking lot in Calgary - he awaited the players arrival in a stretch limosine. Overall the ARG was a success and many of the players from around the world provided us with positive reviews. It was a hell of a lot of work, but well worth it.

A Gold Award was bestowed upon the design of our business cards - they have been featured all over the world in various blogs and design forums and will be part of an upcoming book on business card design. The Gold MarCom Award is a nice addition to the Platinum Hermes Award we won earlier this year for the same project.

The MarCom Awards are administered and judged by the Association of Marketing and Communication Professionals. AMCP is an international organization consisting of several thousand marketing, communication, advertising, public relations, media production and free-lance professionals.

As a rule, we typically don't enter client work into advertising design competitions, because the basis for the awards is so subjective and it takes away from the purpose of the work - to drive sales, not win awards. However, in the case of Experience the Node, the project was so complex and the work so compelling and high profile, we really did need to enter it, for validation and to further promote the success of the campaign.

We can't wait for the hardware to arrive - we will definitely need a large trophy case now!

Francomedia Becomes Platinum Sponsor of CCAT

Francomedia signed a deal with the Calgary Council for Advanced Technology (CCAT) to become a Platinum Sponsor, the highest level of sponsorship at CCAT.

CCAT was Founded in 1983 to provide networking events to enhance and promote technology awareness and business development for the advanced technology community in Calgary. CCAT hosts a number of events each year with guest speakers from a variety of industries and technology companies.

Francomedia is proud to be a sponsor, it's a good fit with the creative work we do - pushing the boudaries of what's possible is a big part of what we like to do for clients. Having access to such a talented and highly skilled technology group should open the doors to some very creative projects.

What are we gonna do with Windows 7?

Tonight, we took part in the Calgary Council for Advanced Technology's event featuring Dell's very own, Jeff Hamlin, Director of Marketing for Medium Business in the United States

We got to hear Jeff’s presentation entitled, Dell’s New DNA: Intertwining Technology Trends and Marketing to Better Address Customer Pain Points.

Mr. Hamlin shared some of the new technology trends (that they can speak publicly about) that they are keeping their eye on, participating in and/or pushing forward.

Notably, there were two topics that I was keenly interested in personally; cloud computing and virtualization.

From a web development standpoint there is so much by way of possibilities with online application development and operating from the cloud that it boggles the mind for anyone that understands it. It's hard to explain to some users and even harder for older users to wrap their heads around the security of it all. But, the change is gonna come. And, it's gonna be awesome... as long as the internets don't get full.

So...

To the client: We call them smart sites, they do smart things and save you time and money.

To the developers: Ok, we're gonna add some fun to the back end....

Virtualization is just simply cool. One of our customers in particular is beginning to promote this with some vigor, they are called the Iteam and they service mid-sized companies with IT support services. Moving to this model can greatly decrease costs on hardware and makes updating software super easy and fast... how many big companies are still running Microsoft Internet Explorer version 6 just because it's a pain to install the new, free browser on 1500 desktops and laptops? This fixes that.

Virtualization doesn't really impact my business the way that cloud computing does, but it's still really cool and it makes so much sense... I just wonder what a huge decrease in the amount of hard drives, RAM and other components will do to the supply chain as far as further innovation on those product lines is concerned, time will tell.

So, to Mr. Hamlin from Dell. Thank you for your words tonight, and more importantly, thank you for the copy of Windows 7 that I won - our developers are looking forward to putting it through the paces in testing the apps we've put onto the cloud.

Brand Experience - Second Contact

Before we go too far and you start wondering if every customer experience follows this first contact, second contact philosophy.... they don't. Not all experiences are the same, some sales happen on first contact, second contact, third, forth, fifth etc., for the purpose of this series, I am prolonging the customer experience to table as many ideas as possible. Besides, you really should be looking at brand experiences as an on-going process anyways. Every interaction with a customer is an opportunity to reinforce your brand and keep it top of mind for your happy customer to introduce your brand to another person. The brand experience then becomes the customer experience and vice versa.

A memorable or successful brand or customer experience is the result of many conscious actions and is deliberate and planned in every way. My hope is that staging the ideas at different contacts shows some method to how various elements combined heighten the experience rather than just providing you with a list of things that can be done with no rationale, explanation or examples.

Second Contact

A consumers second contact with a brand verifies or confirms their assumptions or changes their perception of the brand. Either way, at this stage (and every stage) you win them or lose them - remember, often times, they are still not a customer, they are still evaluating your brand. They are interested, but not sold... yet.

So, a consumer experienced you for the first time by seeing your brand on the side of a bus, or maybe online in a Facebook posting and was intrigued enough to search out more information. The second contact can be physical, like in the visit to your store's retail location or it can be online - second contacts can be as varied as first contacts. Some of the things that are important at this stage is building relevancy with the consumer, earning their trust and meeting their expectations on a brand essence level.

Make sure your brand is relevant. Relevancy to the consumer involves strategy and an in-depth understanding of the market you serve. Not all brands are relevant to all consumers. Obviously, if you are a grocery store you want to be relevant and appeal to numerous demographics as everyone needs to eat. But, if you are a specialized running shoe manufacturer, you may only want to appeal to a certain segment of the market. A brand that is highly specialized that tries to appeal to broadly runs the risk of losing the very core audience that sustains the brand. Positioning your brand to the right audience and staying true to your brand and the expectations of that audience is what makes your brand relevant.

Earning brand trust. Legitimate, professional, credible and established are words that come forward when describing a powerful brand image. The brand image is more than just a logo or word mark, it's the overall look and feel of how those elements are used along with other graphic elements in a brochure, a vehicle graphic, a billboard, a magazine ad, a retail display, POS, retail location or a web site. Photography, design, colour, space and verbiage all work in concert to deliver the core message, values and essence of a brand. Think about a retail chain like The Gap - their logo is simple, their signage in-store is simple, their store layout is roomy and simple - they reek of simplicity. The Gap was founded on a simple idea, 'to make it easier to find a pair of jeans'. This simple idea was the basis for their entire brand essence and being true to this idea has fueled their growth to an international level. Simplicity is not a new concept, but few pull it off with great success the way The Gap has (Apple has also been wildly successful in taking their 'simple' brand into a retail environment) . The brand essence of the Gap was not created by happenstance, great effort was made to ensure that everything they did outwardly and with the consumer is simple, efficient and uncomplicated - this is through policy, design and awareness of their brand expectations.

Ensure your brand meets the expectations. The best way to meet expectations is to walk the walk and talk the talk. Be true to your brand; your outgoing messaging should be fluent and consistent throughout everything you do - if you walk like a duck and talk like a duck, consumers better hear you quack (never mind your purple cow theory for now, the fact that your a duck got people interested for this exercise, OK). Expectations are everything, as they are the basis of judgement on your brand and for the most part you get to set them. Your outward promotions and advertising should be setting the expectations of what customers will experience.

While you as a brand owner set the expectations in most cases, there are instances where expectations are the result of outside influences. In the case of Nordstrom, which we mentioned in the first part of this series, urban legends about their service grew on a grassroots level and while some of these legends may be based in fact, they can be skewed out of proportion slightly by each person as the story gets told, like playing telephone as a kid - the last one hearing the message gets a different version of the original tale. Exaggerated expectations can be hard to meet, but keeping tabs on your brand online will help to identify these trends and allow you to deal with them as they come up.

If you are true to your brand, earn consumer trust and meet the expectations of the consumer, you may be ready for a transaction with them - time for them to become a customer, not just a consumer.

If this second contact is happening on your web site, a sale could be made instantly if you are set up to do so. If not, the second contact could have given the consumer enough confidence in your brand to visit your retail location or to go to your web site and investigate further, thus initiating the third contact.

Bottomline: Remember Caddyshack? ... be the ball? Well the same goes for your brand. Be the brand. This applies to it's look, feel and overall essence. If you are true to the brand in every decision you make, you will ensure the consistency that makes a brand trust-worthy and relevant your desired audience. The third contact we will talk about service... I promise.

Attack of the Floating Head!

Hey folks, Ryan here. This post sees me returning to the theme of graphic design in film promotion, but I swear there is an underlying message that can be applied to all design.

That message: Trends become stale and unappealing, and fast.

The biggest example of this that I can think of is the "floating head" movie poster. You've all seen them. Every other poster that lines the theater walls shows giant, disembodied heads of Brad Pitt and Tom Cruise on top of some abstract blurry colors with a small explosion or car chase in the bottom right corner. It may have worked for the first few films, but it is painfully clear that these are uninspired and lazy.

The floating head poster has no doubt already solidified it's place in the internet meme hall-of-fame alongside lolcats, chocolate rain and the winnebago man. And yet here we are, 2009, and the floating heads continue to barrage this designer's eyeballs when he visits the local multiplex or purchase a blu-ray. Well, a lot could be said about the correlation between film-marketing and film-quality, but that's an entirely different post; and as I pointed out in my previous article on movie posters, there still is eye-popping design coming out to this day, though few and far between. So what makes this design approach sustainable? How does this appeal to audiences. What is it about these horrid, conservative designs that still aid in getting a man or woman to plunk down their hard-earned $12 to go see that screening?

Here, kids, lies the trouble with trend.

On the whole, trends can be great. Trends can prove to be progressive for technology and design and general public thought. That is, if the trend is embraced as a starting point or a status quo. A trend should not mean the apex of popularity or thought - that's when the snap bracelets start slitting wrists and Eddie Murphy's 30 foot swollen head tries to sell you on Nutty Professor IV: Forrest Klump. Trends, be it in print design or web, should be analyzed and inspiring, but never copied and continued. It's one of the trickiest dragons I battle with weekly, especially in the fickle land of web-design.

You see, print design has more room to breath, it's got more give. There's almost literally a blank canvas there for the designer to paint broad, colorful, masterful strokes, the bounds of the project very little in a lot of cases. Designing for the web can be equally as full of creative opportunity, but with a tighter pair of pants. Web-design is the Wooderson of creativity (think Matthew McConaughey, Dazed & Confused). My point is, web-design is very restrained, and that makes it incredibly easy to fall into a trend.

Let's do a little experiment. Open up a new tab in your browser (don't close this one!) and pull up the Google. Think of a letter in the alphabet, then think of a food or animal that starts with that letter. I chose 'B' and subsequently 'broccoli'. Enter that food or animal into the Google and hit search. Click on the first link that comes up in your search (one that isn't Wikipedia).

I will bet a hundred dollars that the page you made it to had most of the following:

• Logo, no bigger than 175px x 250px, in the top-left corner
• Colored background
• Centered content area no wider than 900px
• Arial or Times as the sole or secondary font throughout the entire site
• One of, if not both: Standard text links for navigation horizontally or vertically at the top and left of the content area, respectively

Cue the floating head poster.

The reason for that little experiment is self-referential really; of course the majority of web-sites follow this grid. What I'm asking myself, and other web-designers, is do we need to continue forcing ourselves into these tight, uncomfortable, acid-washed pants? What we need to do, as a community and as progressive-thinkers, is sit down and re-evaluate the logistics of where we start when we design a website.

The grid system we sketch out on paper is breaking and in turn the majority of websites are stale. The trends themselves are vanilla. But herein lies the problem, just like floating heads in the theater lobby, they still sell. Sure you could make the argument "that movie poster/website/packaging gets the consumer, the target, from point A to B", but I say nay. We'll get them to B alright, but let's not have them fall asleep on the ride as if their Dad had piped in Moody Blues for 6 hours without so much as an Archie Double Digest to keep you entertained.

So where do we, as web-designers, as creators, go from here? We can't very well break our top-left-centered-955px-verdana habit now can we? The web hasn't quite evolved yet. But what's taking it so long? Is it NETLOR, the terrifying beast that controls the internet and tells us when it's okay to go above and beyond what we've been doing for 10 years? Well I don't believe in NETLOR, and quite frankly the idea frightens me. It's the trend that's holding everything back. The trend dictates what everyone should do, thus creating the environment we operate in and its limitations.

If everyone were to use the trend as a starting point, a base you don't go below, working only to improve on that, I think the web as we know it would be incredibly different, and incredibly cool.

I don't know what it will take to rid our lives of those terrible floating head posters though.

Web Expansion

Over the last year, Francomedia has expanded it's web team and devoted hundreds of hours and resources into expanding our teams knowledge and understanding of web 2.0, content management systems and back end functionality.

What this means is that Francomedia can pretty much tackle any web based project... not that it stopped us before, it's just now we're prepared and well versed in virtually every aspect of web-based development allowing us to compete with anyone on the planet... not that it ever stopped us before.

Our web team consists of experienced graphic designers with a keen insight into usability and web developers that are motivated by challenges and pushing the envelope. Did I mention award winning? Yeah, they're that too.

Some of the sites that we are working on currently are using 'smart' technologies in the way that content is being presented to the user. For instance, if you are shopping for product A, the page will also display products or information that are relevant to product A. This may sound simple and from a user standpoint it had better be, but from a development standpoint it takes a real understanding of the customers products and offerings to pull it off so that it works well. If done right, it should aid in the sales process of any site - whether selling services, products or ideas.

So, if you are thinking of developing a new web site, especially if it's complicated and involved... we're your team.

This self-serving, promotional plug was brought to you by your friends at Francomedia.com!

Brand Experience - First Contact

There are many ways consumers experience your brand.

Eventually, consumers can become customers by experiencing your brand - that is the goal. But, to get to that stage the consumer will go through many experiences, and they all begin with the first contact.

First Contact
These days, it is likely that a consumer will have their first contact with your brand on the web. This is not from your brand's web site either. The fact is, your brand may be found in some form or another, on a discussion forum or social media site. Total strangers, may be mentioning your brand, ranting or raving about it or consumers may have seen an ad for it on their favourite search engine - there are so many different ways to discover new brands online. However, if you're not on the information superhighway but rather on another road in life, consumers may see your brand on a passing vehicle with decals on it, or perhaps in an advertisement in a magazine or newspaper or overheard in a discussion at one of the thousands of local coffee houses on your street.

No matter how or where the first contact happens, a first impression is made based on your brand immediately. And, consumers are either interested or they're not.

If the first contact is favourable, a consumer may be intrigued enough to go look for more information on your brand at which time many will turn to their favourite source of information and go online. This is where and when they may discover more customer comments, threads, videos, blogs or perhaps an official web site.

Now, as the owner of your brand you have to ensure that your first contact makes a positive impression. In a lot of cases, brand owners have little control over the first impression so they focus on improving the second and third impressions - although this is useful, but it's not the full remedy. You see, often times, the first impression is created and influenced heavily by existing customers and is representative of their experience with your brand. For example, a customer of your brand may start a discussion thread on a web forum (or Facebook group) discussing a specific experience - positive or negative, this is available for all to see. This is why the first reaction of brand owners is on service - good service begats good reviews, non?

Well, as a brand owner, you may think there is little you can do other than be better on service to keep first impressions in the positive light. But, there is actually a lot you can do... but it is a lot. And, most companies just don't dedicate the online time it takes to manage this properly. In large companies, this should be a full time job - brand owners need to be plugged into their brand online, 24/7.

With that in mind, here are a few things you can do to influence your brands' first contact and make it a positive one:

1. Advertise. There is no better way to communicate your brand message than with your very own message. There are many options in placement, with online options growing by the nanosecond, you have to choose your platform carefully and not spread yourself too thin. Online advertising allows you to pinpoint and hit your target customer better than any other form of advertising, hands down.
   
2. Awareness. Be aware of what is being said about you online. Subscribe to Google Alerts and don't just track your company name, track slogans, brand extensions, owner names, and competitors. Each day, you should receive a report that tells you what's being posted around the world about you and your brand. Use these to leverage interest and to respond where needed.
   
3. Participate. OK, so you've gotten your first Alert and there's a discussion about how poorly your retail staff handled something... you can monitor it, but that won't solve anything. The best course of action is to address the issue with the staff then participate in the discussion online and explain who you are and what you did to ensure that type of situation does not happen again. Be honest and clear. When posting online, don't make excuses, just tell the truth about what happened and don't try to be a spin doctor. Transparency is how the web works and news travels fast.
4. Encourage. Ask customers to tell their story online and provide them a platform for this, good or bad these are real stories about your brand that would take you millions in advertising to recreate. Obviously, you can't do #4 without #2 or #3, they are prerequisites. A large fan base that contributes to your brand story can help you in product development and refining your customer service. Your customers become part of the brand - which is really how it should be if you want them to promote it.
5. Service. Treat every customer like your best customer and it will bring out the best in every customer. Consumers love hearing about brands that overachieve and talk about these experiences sometimes not even having experienced the experience first hand.

Here is an excellent example of how service can be talked about... from a posting about Nordstrom on Wikipedia:

"Nordstrom is well-known for its customer service, so much so that several urban legends have appeared regarding the store. One of the best known legends is purported to have taken place at the Anchorage store soon after its 1975 purchase from Northern Commercial Company. A customer, unaware that the store had changed hands, returned a set of tires. Although Nordstrom had never sold tires since opening, it was determined not to be the fault of the customer the store had changed hands, and the return was accepted. Many Nordstrom customers will attest that Nordstrom will refund items at any time purchased from Nordstrom stores."

Here is the instruction that Nordstrom stores gives to their new hires:

Welcome to Nordstrom

We're glad to have you with our Company. Our number one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them.

Nordstrom Rules: Rule #1: Use good judgment in all situations. There will be no additional rules.

Please feel free to ask your department manager, store manager, or division general manager any question at any time.

How cool would it be to deliver top notch service so consistently that your spawn urban legends about your service? That is the absolute pinnacle of first impressions. I'm not sure if the story above is true or not, but it has been told over and over by customer service experts and by consumers that love the concept of the story so much that they tell friends about it. What does this do to Nordstrom's reputation?

We don't have Nordstrom's in Canada, but I've even told the story a handful of times, without setting foot in their store, I already think very highly of their brand.

What I find interesting, is how they empower their staff with such a succinct mantra. Provide outstanding service and use good judgment to do so. Wow. I'm sure there has been the odd hiccup, but you can't argue that this hasn't worked in building their brand to be at the top of the service chain. Nordstrom is a brand whos service culture continues to breed good first impressions.

For some of you reading my blog, this may be the first time you've heard of the Nordstrom brand - what are your first impressions?

Bottomline: Do all you can to get your brand out there and encourage your customers to do so as well, keep tabs on it and participate in the discussion. Your brand is a living thing, you can't pull a Ronco and 'set it and forget it' - you need to be involved in the growth and development. And, above all be consistent in your service... we'll get to that though, when we talk about the second and third contact.

Expectations and Promises

Do you know...

What your brand does?

What your advertising does?

What your marketing does?

Your brand and how you promote it, set an expectation and makes a promise.

The expectation is what the customer envisions they will get from your brand - this expectation is often based on the first impression or contact with your brand and like it or not, first impressions make an impact and opinions are formed. These opinions have to do with whether they like you or not, whether they trust you or not or whether your brand will make them look good or not.

So, put your best foot forward.

Its tough for people to recall their first impression of a brand they like - but we can ascertain that it was likely favourable or they would not have engaged with it any further. Negative first impressions are always hard to get past, especially in today's online environment.

Getting people to remember the first time they saw a major brand and finding out what their first impression really was about these brands can be difficult - through repetition and consistency a major brand helps solidify your first impression with follow up. Call it promotion or advertising, what this breaks down to is brand design.

A carefully crafted brand that embodies the spirit and essence of the company or offering will trigger response, even if just a way of thinking about the brand. Follow up with your messaging and keeping it consistent is important in identifying with the consumer what you want their expectation to be.

This is why graphic design plays such a heavy roll in the development and success of a brand.

Good graphic design will help communicate the essence of a brand visually. If done right, a brand will exude the feeling it wants to convey so that your expectation is in line with the brands offering.

When you create a brand, you market and promote it and in most cases, this is done through some kind of advertising. And, it is this outward promotion of the brand that makes the promise.

The promise is to the customer. And, the promise is that your brand will be as good (or as tasty, or hearty, or as durable etc, etc.) as the preconceived perception they have of your brand. Your look and feel, your essence, your personae is what your brand exudes through it's logo and word mark, its brochure, its website, what people are saying about it and how you are telling the brand story in your advertising and marketing.

This is a critical stage; the first interaction with a brand can determine continued support of the brand. This is because the brand needs to deliver on the expectation and solidify the assumptions that the consumer has made about it - this first interaction can be done a number of ways, but typically with a purchase, a visit to a retail location or even through other advertising.

If a brand fails to deliver on what the consumer is expecting, they will remember this in a not so fond way and will likely not engage with the brand.

These days, a consumer may have their first contact with a brand on the web, maybe in a forum or some social media site, where a friend mentions the brand or they have seen an ad for it, or it could be a good old fashioned way that they happen upon it like on the side of a passing vehicle with decals on it or in a magazine ad - either way, a first impression is made based on that brand immediately. Consumers are either interested or they're not.

This consumer may be intrigued enough to go look for more information on this brand at which time they may discover customer comments online, a tweet, or perhaps an official web site. This first contact with the brand will either confirm their assumption or change their perception of the brand.

Your brand needs to fulfill the promise made and meet the expectation, or your brand will cease to exist... it will just slowly disappear. You can throw all the money you have against it, but if you're not meeting the expectations you are breaking your promise to the consumer and for some reason this never seems to sit well with them.

It used to be said that consumers have the ultimate power, they choose what they purchase and can make their voices heard at the cash register. Back then, brand owners could manipulate and craft their brand as media was exclusive to big money (corporations, aka the brand owners) and communications were a one way street.

These days, consumers not only have the purchasing power, but they drive the media and communications through various online methods. Just think, 20 years ago, if a company wanted to convey a certain expectation about their product or brand they would spend a few million dollars on some TV advertising, Radio and Newspaper and consumers would get the message and understand the expectation (assuming their ad agency did it right). Fast forward to today, spend a few million dollars on traditional media and even if you reach a fraction of what you used to, views, listeners and readers will just go to the web for more info.

The information available online is not controlled by the advertiser, they put their rhetoric and propaganda out there, but in reality, they are merely a participant in the content... along with Gus from Albuquerque and Sara from Balzac and millions of others.

Considering how much information can be obtained online, you need to understand that you will not be the only one influencing consumers' impressions of your brand. People are Tweeting, Facebooking, having discussions through various chat mediums and in all these instances, they can be and are talking about your brand.

As a brand owner, you no longer have full control over your messaging. You can try to be 'plugged in' and put out the fires when they come up, post responses to negative postings, flood social sites with advertising... but when it comes down to it, you the brand owner, are now a spectator as well as a participant.

So, how do you manage to stay on top of this?

It's easy.

Deliver on the expectations and don't break your promise.

If you stay true to your brand, the people that discover you and 'buy in' to your brand will continue to do so and tell others... many others. Remember the TV commercial in the 70's for a hair shampoo... 'and she'll tell two friends and they'll tell two friends and so on, and so on...' well, times that by a million.

The Twials and Twibulations of Tweeting

Hands up, all of you who have tweeted sometime in the last twenty-four hours...

No need to blush now, tweeting is safe, fun and all the rage! Even your kids can do it!

Unless you've been living under a rock for the last year, you will have no doubt heard of Twitter, the latest and greatest tool for online networking. I am a huge fan and user of twitter, but I'll touch more on why I like it later on. For now, let me explain what twitter is.

I get asked weekly what twitter is, and you know it is incredibly difficult to answer this and get across the value and importance of it.

"Isn't it just, like, Facebook status updates?", I hear nine out of ten times. Well, yes and no. The concept of twitter is very simple: In 140 characters or less, what are you doing?

Unlike MySpace, there are no sections for friends and music. Unlike Facebook there is no creeping through your roommate's cousin's friends photo albums or zombie pokes. You get one page, your timeline if you will. People, other "twitterers", or "tweeters", or "tweeps", whatever you want to call them, can choose to follow you. When someone follows you, your "tweets" (a term used to describe each deployment of information) will show up on their timeline along with tweets from their followers. Just because someone follows you does not mean inter-connection is made; as a user you get to choose who you follow, regardless of if they follow you or not. This means that with twitter, you control what information and communications you are getting from your timeline. Being a user and having the ability to tailor your audience to your updates is a pretty phenomenal thing, and ultimately where Facebook and MySpace fail. 

Remember, it's not about quantity, it's about quality. If you build it, they will come.

It has been described as "micro-blogging", the idea of short, rapid updates of personal information, but herein lies the trouble with twitter. You see, twitter has become very well known very quickly and there is a huge misconception regarding its use. Yes the question posed is what are you doing?, but is it as simple as that? The internet has been inundated with numerous videos and comics depicting twitter as an incessant and pointless bug. The problem here is that these parodies are not necessarily wrong.

If you answer twitter's question with "eating a ham sandwich", you're doing it wrong.

 

When used correctly, twitter can become a powerful networking and marketing tool.

To really hit the sweet-spot with twitter, you need to do three things.

1. Tweet useful and/or interesting information. No one cares that you're "on my way to the gym!" or just saying "whuzup? w00t!". If you put this kind of information out, be prepared to get that kind of information back. Also, tweet useful and relevant information often. The more you use it the more you will be seen and found by other useful and relevant twitter users.

2. Seek out and follow like-minded individuals, and individuals important and relevant to you and what you're doing (and tweeting). You will most likely be followed by many individuals that have nothing in common with you and are merely adding you to get their numbers up, or for spamming. If that happens, you don't have to follow them back. You want your twitter experience to be the way you decide it to be. 

3. Communicate with your followers. Make connections and network with useful and relevant users. This is how relationships, both business-minded and otherwise, can start. Talk directly to your followers, ask questions and answer questions. Twitter uses @replies and @mentions to link to other twitter users, and you can even send direct messages (still with the 140 character limit). What good is a microphone if it isn't turned on.

These three simple ideas are key to avoiding a disastrous twitter experience and will ultimately prevent the program from sucking majorly. Until you really get in there and use the program and get a feel for how it works, it's an uphill debate with non-users or skeptics.

I can attest to the benefits of Twitter firsthand; 

• I run a film and comics news site, www.giantkillersquid.com, and have seen a tremendous increase in my traffic since I started using twitter to share news stories and articles. This is because the content I'm putting out is relevant and of interest to my followers. 

• I've seen my daily average unique site visits go from 12 a day to well over 200. 

• I've met and conversed with other website editors; this is priceless networking for a community-based medium. 

• I've watched special events unfold, take the recent San Diego Comic Con, for example, before my eyes. 

• I've made film-industry contacts and now I'm receiving free products for review and contests, and I'm being set up to interview actors. 

Running a news site means getting information, leads and stories as soon as it happens. Whether it is true is up to the editor to decide and ultimately publish, but twitter makes the mass-spread of news almost instantaneous. In a time were digital media is king and information is power means that twitter is armed to the teeth. 

So you see, tweeting is a lot more than you might think. 

What are you doing? isn't such an easy question, is it?

Follow me on twitter at twitter.com/zombie_elvis

Follow Kevin on twitter at twitter.com/FRANCOMEDIA