I am thrilled to announce that Garry Day, former President of Sabatino Day, has joined The Ohlmann Group team as an Account Manager. As the “new guy” here at The OG, Garry brings with him over 25 years of agency experience and a wealth of knowledge about marketing strategy, advertising, creative thinking, business development and client service. Garry will play an integral role in helping to manage our growing number of client relationships while also pushing The Ohlmann Group to continue to raise the bar for exceptional client service and results driven marketing programs. At The Ohlmann Group, our mission is to help our clients create the future, and Garry’s experience and skill will be a huge asset in helping us further fulfill that promise for those we are fortunate enough to serve. You can read more about Garry’s move to The Ohlmann Group in this nice article by Olivia Barrow in today’s DBJ. Join me in welcoming Garry to the OG team.
The men and women of the Ohlmann Group have much to be thankful for this year. Growing families, milestone achievements in work-life, growing new relationships and cultivating historic ones: these are the things that give meaning to the many hours we spend together. Though we will enjoy this holiday around many tables, our thoughts will no doubt turn to the rewarding hours we have shared around the conference table, working and growing together.
To our clients: Thank you for trusting us to represent you and blessing us with the opportunity to collaborate. May the next year be even more rewarding than the last.
To our families: Thank you for understanding the hours we dedicate to The Ohlmann Group, and encouraging us to put everything we can into a business that gives everything it can to us.
To our co-workers: Thank you for putting your all into each project you undertake. We can only progress as a team, and 2013 has been a year of dramatic progress.
This holiday season, take things slow. Appreciate the bounty that life has laid before you. Rededicate yourself to achieving the goals you set within your hearts, and remind yourself of how far you have come. This life is a blessing, and we are all blessed.
It is important to recognize excellence among our peers, and today we would like to congratulate Dan Ambercrombie of Advertising Vehicles, Inc.
This week the Cincinnati Chapter of the American Advertising Federation recognized Dan Ambercromie with it’s “Suit” Award for Sales Achievement. Dan won in the Out of Home Media/Signage/Exhibits category. Our own Helen Mumaw has worked with Dan for over five years, and was delighted to see him honored in a way he deserves. Helen says Dan is forward thinking and always goes the extra mile.
Dan applies his excellent advertising sales skills on behalf of Advertising Vehicles inc., a leading firm in vehicle wraps and mobile outdoor marketing. This is the second year Cincinnati’s AAF chapter has held its “Suit” Awards, which aim to do for advertising sales what their ADDY Awards have long done for advertising itself.
The Ohlmann Group is proud to congratulate Dan on his success. We wish him even more in the future.
Our creative department harvests trends from around the world and brings the best in advertising design back to Dayton, Ohio. It is a daunting task, but it’s also a lot of fun. Today we bring you Pantone’s 2013 Color of the Year, Emerald. The hue is a “lively, radiant, lush green.” Check it out in action:
And learn more about this gorgeous green on Pantone’s website.
Marketing automation is a key application for the burgeoning Software as a Service market. There are no shortage of platforms to manage social media, email marketing analytics and more from a single dashboard. But, like any software application, users are limited to the available feature set. If you need to cook up your own marketing automation you’re almost out of luck. Almost…
enter If This Then That (IFTTT.com, pronouced like “gift”.)
The site lets you automate the use of certain web services by linking up their APIs to create “recipes.” A recipe, in this context, is a conditional statement following the syntax “If ___ Then ___.” For instance: “If a new post is added to my blog, automatically tweet a link to that post” or, more impressively, “If it is going to rain today, please send a text to my phone.”
That broad range of functionality should give some perspective on the power this service packs (it is useful for vastly more than automating posts across various social networks). For a quick overview of how it works, I direct you to this video from The Next Web:
The service has actually been around for years, but hasn’t gained a great deal of mainstream adoption. Its functionality can, admittedly, be a bit esoteric. But, spend an hour or so learning to create your own recipes, and you’ll be able to do things that make your co-workers treat you like the David Blaine of the Internet.
If you have any ideas for recipes, add them in the comments. We’ll post some of our favorites in the future.
If you Google “What is content marketing?” you will most likely be directed to the following definition from the Content Marketing Institute:
“ Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. “
Unfortunately, that description leaves much to the imagination while doing little to inspire it. That is: it uses a lot of words to say very little. One would expect better content from an institute that purports to study it. Their expository failure is our explanatory opportunity, however, and it is a very appropriate challenge. As you will shortly see, a D.I.Y. work ethic is a critical component of content marketing.
Here is a statement that better captures the entirely unique power of this fast-growing strategy:
“ Content Marketing communicates complex ideas, like mission and vision, as an emergent property of sustained (truthful) messaging. “
The long-term goal of content marketing is building an unshakable brand identity within the minds of consumers. Unlike more traditional marketing methods, content marketing creates hundreds or thousands of unique interactions. Each person receives the messaging on their own terms. The brand can be “X” in the mind of one person and “Y” to another without any conflict, because it evolved organically through each of their personal experiences.
The short term goal of content marketing is generating inbound traffic and links to your website to improve SEO, while growing an audience to increase impressions for the brand, multiply the effectiveness of future content marketing and be a platform for social media campaigns.
How does content marketing work?
In short: by blogging and engaging with customers on social media. Every campaign will be different, but a commitment to publishing content regularly across many channels will eventually yield some degree of success in all of the goals above.
The level of success is determined by the quality of the campaign. Each piece of content represents an opportunity to climb the ranks in Google, make a lifelong advocate, generate an inbound sales lead or increase recognition of your brand. Owned media channels (like a blog, Twitter page or Facebook profile) take the power out of the hands of media companies. By talking directly with consumers, brands develop access and trust that was previously impossible. That is the potential of each individual piece of content. The aggregate effect of content marketing gives life, voice and power to a brand. Businesses with these traits measure success in decades instead of quarters. Like the quality brands of the past, this success cannot be bought or achieved through any method other than sustained engagement and positive storytelling.
The better a firm is at storytelling, the farther its content will reach and the faster its brand will develop. Content marketing is the power to control the hearts and minds of your customers. That may seem daunting, and it does require effort, but 10 years ago it was an impossibility. Now it is a service.
Motorola may have just pulled off an unbelievable viral marketing play for a project that could change mobile hardware forever.
Last month a company called Phonebloks used the video below to pose an interesting question: If smartphones are basically the same as any other type of computer, why do we have to scrap them every time we want a new hardware feature? Why can’t mobile technology be upgraded or customized like a laptop or desktop computer?
Phonebloks use a modular “endoskelleton” to house individual phone components, called “bloks.” When you buy a phone you choose the components you want (camera, extra battery, faster processor) and assemble a custom phone that is right for you. Then, as components break or become obsolete, you update them one at a time. The video asks for a day of advocacy on social media, getting millions of voices behind the idea, to take place on October 29, 2013. The video exploded; it was viewed over 1 Million times on the first day it went up.
Before you get your hopes up, it turns out there are a ton of reasons you can’t upgrade your cell phone hardware like this — reasons which Reddit’s nerderati were happy to lay out in great detail. Phonebloks spent a few days under the Internet’s collective boot heel.
Well today (October 29, 2013) Motorola put out this press release: Motorola Announces Project Ara, an open hardware platform with modular components ala Phonebloks. The press release even addresses some of the specific criticisms leveled at the original Phonebloks idea.
Here is a video talking about the partnership between Motorola and Phonebloks:
So, what can we glean from this? It could be Motorola said “Hello, Moto,” to a good idea when they saw one. But, since the hardware development kits for Project Ara are going out before the end of the year, the more conspiratorial reader might see something different.
What if Motorola, which has obviously been working on the modular hardware idea for some time, actually used the Phonebloks video as a front to announce the idea, absorb criticism and test the water BEFORE they had to put their own name behind it? Basically, crowdsourcing the market research and identifying technical hurdles in one fell swoop while risking nothing. By announcing the project as a collaboration they validated the scrappy, startup-style idea of modular hardware (and just as importantly the fanboys/girls who had invested themselves in the Phonebloks concept) and addressed all of the criticisms directly from day one. Or, put differently, they let Phonebloks get crushed and mocked, then granted them a glorious resurrection.
I’m not saying there never was a Phonebloks… I’m just saying the timing is odd and the results look outlier-ish to me. Is this a PR play that will go down in hardware history, a collaboration born of fortuitous coincidence or something else?
The creative team behind some of the best marketing and advertising in Dayton doesn’t stop being talented just because it’s the weekend. This Monday, the subject of their photography is Halloween costume concepts. We hope you enjoy. Tweet us with suggestions of your own, and we’ll add them to the collection!
The Ohlmann Group is dedicated to remaining on the cutting edge of digital marketing, and we occasionally participate in webinars from digital marketing software providers to get perspective from other professionals. I’m particularly fond of GinzaMetrics‘ #FOUNDFriday web series, hosted by Erin Roberts O’Brien, where the topic du jour was SEO and content strategy for the holiday shopping season. During the discussion, one particularly interesting point was raised: to what extent does Amazon comprise the entirety of online shopping? Last year, Amazon’s online sales were exceeded those of Staples, Wal-Mart, Sears, Office Depot, Best Buy, Macy’s and Target — combined. Their success largely stems from their position as an “omni-channel” retailer, meaning they are not tied to any specific product line. Stated bluntly: Amazon sells so much because Amazon sells everything.
I challenged myself to think of some things you won’t find on Amazon, and I have to admit it was no easy task. Here are three product categories that won’t be lining the warehouse shelves of the “everything store” anytime soon. The consequence being, these are also categories that will need to rely more heavily on content and branding to make sales. They can’t just expect the customers to come to them, like some famous products on Amazon.
Can you sign for this? It is hard to imagine buying a dog or cat online, though the service does exist. Thankfully, Bezos’ retail powerhouse has thus far steered clear of putting living creatures up for sale. The Internet is the most popular method for finding breeders and adoptable animals, but most sites limit are limited to research. Any breeder worth their salt isn’t going to send you a prized pup by mail (to say nothing of the SPCA).
It is surprising that Amazon hasn’t moved into this territory along with other e-commerce sites like Groupon. Perhaps this sector of the economy is just too local for an multinational business. Because most service businesses are localy focused, the need to build a strong brand and be found online is driving a scramble for search engine optimization and digital marketing. Not only do service companies need branding, they need it to be grounded in great service too. The other side of the online revolution for services is an explosion of review sites. There is no way for a company to grow, even if they are highly visible online, when potential customers are confronted by a wave of bad feedback.
Or any craft good for that matter. I just bring this one up because there is so much of it (andbecauseIamahugenerd). Custom-made, blank label and one-of-a-kind goods are the wave of the future and the coolest stuff going. They also happen to rely on strong online communication with customers. Content and branding can turn a basement sewing table into a viable national business. Often, the owners of these businesses become the brands themselves. They’re latter day folk artists. These small-time retailers are the driving force behind America’s newest economic revolution. They’re poised to do to every product category what craft brewers did for beer. Plus, there is no way to get officially licensed merchandise featuring the soon-to-be new Doctor before Christmas. Alons-y! [SPOILERS]
Today we begin a new series highlighting hidden gems trending in the Gem City. Our digital marketing team combs social media for stories that are floating under the radar or deserve a boost of local advertising. This week’s trends are: Clouds, Trails and War Horse! Get the scoop here then shoot us a tweet (@OhlmannGroup) with your take to the corresponding hashtag, and we’ll keep the story going.
Last week, the Dayton region experienced three entire days without clouds! The last time our city enjoyed such a welcoming water-cycle was five years ago, when the omnipresent cloud cover broke after 2008′s Hurricane Ike. Of course the clouds are back now. Too much of a good thing might spoil us, but it was nice to see the Gem City sparkle for a few days in a row. Thanks to Connie Post, a “journalist music lover,” for getting the news out on this one. The original blurb was in the online edition of the Dayton Daily News. #CloudsDYT
Dayton has been named an official Trail Town by the North Country Trail Association. This designation celebrates the close relationship between our town, our trails and the fantastic volunteers who keep them so beautiful. Dayton is only the second city in Ohio to be named a Trail Town for hiking trails, which is a public relations victory for the city and cause for celebration in its own right. The City of Dayton, Five Rivers MetroParks and the Buckeye Trail association certainly think so. They’re holding an event to commemorate the occasion next Friday (Oct. 25th) at Deeds Point MetroPark. It’s open to the public — just like our wonderful trails! Thanks to Five Rivers MetroParks for advertising the event on Twitter. #TrailsDYT
3) War Horse
At this point, the upcoming presentation of War Horse at the Schuster Center shouldn’t be a surprise. The show itself has been well publicized; it premiers Oct. 22 and runs through the 27th. What you may not know (but will definitely want to know) is that the show’s star, Joey the life-sized horse puppet, will be interacting with real horses from the Miami Valley Search and Rescue Team at a free event outside the Schuster Center during lunch time (11:45-12:30PM) on the show’s opening day. That sentence got a bit long, so let me do the math to recap: Puppet horse + real horses = unstoppable cuteness. I know I will be on hand to check it out, shoot some video and generally soak up the awesomeness. Thanks to the Victoria Theater Association for cluing us in on this event. #WarHorseDYT
Check back next Thursday for another roundup advertising Dayton, Ohio’s important but under-reported trends!