sYnRGy - YRG blog

Encouraging creativity

2007-11-05T09:24:00Z

Last week while a few of us were waiting for the coffee to brew, our president, Mike Heiser, mentioned the class he was teaching - a 400-level Marketing class at PSU this semester. He said he has been continually surprised by the breadth and depth of creative ideas that come from his students, and that with just a small amount of encouragement, students from areas other than the "creative" disciplines, come up with profoundly interesting ideas for their marketing assignments.

His comments led to discussions about how the corporate world sometimes chokes off fresh ideas that can drive new approaches to business, and about ways companies can encourage this wonderful creativity beyond graduation by creating a culture that taps into each person's innate creative.

What great ideas might come forth if we didn't first jam people into tactical roles, telling them that creative ideas come from people with more experience or a different job description!

At YRG, we're working to create an atmosphere where taking risks is encouraged, and that all ideas - no matter how seemingly outlandish - can be used as a foundation for more ideas. We have an environment where people have the ability to bring forth unique perspectives, and if they need breathing room and space, they are free to sit in the park, get away from their desk, and let their minds float to solutions. That kind of open collaboration enables a marketing team to invite the finance manager to a brainstorming session with an art director and copywriter, and encourages media planners to participate in strategy brainstorms to refine creative approaches and audience perspectives for online marketing.

No company can afford to have creative thinkers sidelined because their roles within the organization are not perceived to be "creative." Creative minds thrive on asking why and why not, and creative thinking is not the realm of one department or a few individuals. We each owe it to our respective organizations to discover our creative thinkers and get them engaged. To remain (or become) successful, companies must encourage all company leaders and all employees to be open to creative possibilities and get them interested in solving customer problems.

Client Highlight: International Media Program for Rambus

2007-09-25T14:31:00Z

A quick update on some recent work here at YRG, which we're really proud of. With a very short list of target prospects - less than 50, in fact, our client, Rambus, has a creative media challenge on how best to communicate the value of its XDR memory architecture to design engineers across the globe. YRG created a targeted strategy to showcase the benefits of the XDR memory architecture in the area of consumer electronics applications with those who are designing next-generation devices.

We bought outdoor billboards and airport dioramas strategically located close to Rambus' target customers' travel paths, so when they drive to and from work or pick up their luggage at the airport, they see these dramatic boards. From Portland, Oregon, YRG successfully bought media in France, The Netherlands, South Korea, Taiwan, Austin, Atlanta and San Francisco Bay Area, with the potential of adding more international sites!

We also placed complimentary creative online at targeted design engineering Web sites, with payoffs to landing pages that are measurable. We're confident we're raising awareness for the Rambus XDR memory architecture with these engineers.

The results? Well, it's too soon to call. But, we feel confident that this strategy will support the one-on-one sales goals with those short list of prospects.

Dress your funky chicken

2007-08-16T16:00:00Z

Clothes are not just for people any more. We have all spotted an occasional K-9 wearing a sweater...but a chicken? Austrian artist Edgar Honetschlager has taken accessorizing to the next level. You can now buy your own chicken a knitted masterpiece in the form of a personal jumpsuit. What little creature will be humiliated next?

Say What? Google News Opens Comments Section...Kind of.

2007-08-13T08:38:00Z

Google News USA recently announced its newest online feature and it has online communities - not to mention our public relations team - all atwitter. Google's experimental new tool allows those persons or organizations that are mentioned in a news article to comment on the article after it has been published via Google News.

At first glance, it's an encouraging idea, with major implications for public relations. At YRG we work closely with clients before they engage with the press to ensure that key messages come across clearly, and that statements are concise. After all, reporters are constantly battling space limitations or brevity requirements, and frequently must pick and choose the quotes and key points to include in their articles. So in the best case scenario, Google News comments will allow experts who were quoted in articles to expand on the ideas touched on within the article, clarify information, or provide further resources for the audience that is interested enough to read on.

The Google News comments feature may be a good idea in theory, but the jury's still out until we see how the process is managed. Will Google News commenters behave with integrity, using this opportunity to offer quality information and enhance public debate? Or will this tool be used simply for promotion purposes or to distribute canned corporate messaging?

YRG has frequently observed that authenticity and genuine intentions are key when communicating in legitimate online social communities. When a blogger or commenter's words smack of self-promotion, fellow commenters are often quick to call them on it. However Google News' new feature does not allow outside commenters, and may therefore lack this critical reality check.

Only time will tell how Google News' commentary feature will fare in the ever-changing world of online news, but you can be sure that YRG and others will be keeping track.

Measuring Advertising Campaigns

2007-07-31T11:20:00Z

This week, an Oregonian article about the Brand Oregon campaign discusses the lack of measurement of the campaign's results and therefore the lack of support for the campaign. When embarking on a new brand or campaign, it should be standard practice to set up measurement goals at the outset, or at least some key performance indicators (KPI). Without describing what success means for a campaign, how will advertising practitioners justify their efforts to clients? If the marketer (agency) isn't the first to pull out the ruler, then someone else invariably will. And isn't it better to initiate that conversation than to have your client do so for you?

At YRG we strive to implement measurement milestones and tracking mechanisms to demonstrate results of a campaign. While sometimes constrained by budget to do a full-fledged measurement study, it's always best to counsel clients to invest in measurement. Otherwise the relevance and effectiveness of a campaign (and thereby the marketers' work) can be called into question.

Best Brands: Dive a Little Deeper

2007-07-23T15:15:00Z

Advertising Age's article about brand polls and rankings raises an interesting point. What does a short survey (like the recent "best brand" poll from Harris Interactive) really tell you about being the best brand? It tells you who ranks number one from year to year in a particular category or what consumers may have heard your brand name before, but not about brand loyalty or how profitable a company might be.

A win you say. Almost…but think again.

As marketers and creators of brand identity, this article drives home to us that it is less about bragging rights, and more about being thoughtful in discovering the whole brand picture, crafting the right idea, and fostering relationships and awareness of a brand. It is not because someone has heard your name before, but that they have experienced the brand and are now a loyal customer.

While short surveys are helpful and easy, to become immersed in your brand, take our advice --dive a little deeper. Make sure that as you are developing and refining your brand, you think about the big picture and measure results thoroughly. This will allow you to see how well your brand is helping you achieve your business/marketing objectives.

Whole Foods CEO Omits the Whole Story

2007-07-12T12:59:00Z

Lots of buzz today about the propriety, ethics and motives for Whole Foods CEO John Mackey. Mr. Mackey was revealed last night by WSJ as the alter-ego behind regular posts on Yahoo! Finance's chat boards. His posting focused not just about his company, but also about the competition, including Wild Oats, whom Whole Foods is attempting to acquire.

Obviously the blogosphere is flush with comments on the topic. Mackey himself says he did it because it was fun. Our take, from a marketing perspective, is that it comes down to transparency.

In this age of social media and connectivity, businesses must strive for transparency, honesty and authenticity. Social media, comments on chat boards, blogs, you name it: they're all an opportunity to engage in a genuine dialogue with the people who matter to you. By pretending to be someone you're not - and by misleading people through disingenuous methods - you miss the opportunity to engage in a meaningful way, not to mention to reinforce a brand your company works hard to create.

Whether for personal or professional reasons, YRG says: be who you are.

OPB Business Partners Party

2007-06-29T09:19:00Z

YRG has been a business partner of Oregon Public Broadcasting for 18 years, and on Monday we had the opportunity to join other business partners at a special party hosted by OPB. Not an official attendance figure, but we'd guess there were about 100+ people there, all of whom share our passion for and commitment to public broadcasting. Our own Media Director Patti McKinney made us proud that night -- not only is she the OPB Business Partners Steering Committee Chair, but she also provided a delightful welcome to all attendees.

Ray Suarez, a senior correspondent for The NewsHour with Jim Lehrer, was another equally engaging highlight of the evening. His conversation about the value, differentiator and relevance of public broadcasting in today's media environment drew cheers, gasps and even laughs, especially his comment that his idea of the great interview of a lifetime being, for him, VS Naipaul versus Paris Hilton.

We choose to support OPB because we believe in partnering with organizations that contribute to our local community. In the case of OPB, our role as a business partner means helping to create broader awareness about their programming. Patti and the YRG team are behind the media placement of media advertising for OPB (if you've seen the bus ads around Portland, that's an example of the type of ads we place for OPB).

Thanks to OPB, not only for a quality event, but for our ongoing business partnership!

Getting the Attention of Industry Analysts

2007-06-28T09:41:00Z

Can't get an analyst to return your call? Analyst relations are a critical component to build a company's credibility in both new and established markets. Here are some tips we've gathered in our years of getting the attention of industry analysts.

1. Do your homework
Research the analyst's coverage areas and published research to gain insight on their background, subject matter expertise and personality.

2. Demonstrate your understanding of the market
It's a two-way dialogue! Being able to talk intelligently, thoughtfully and strategically about not only your company but also related market dynamics, competitive environment and future market outlook will exude credibility.

3. Understand your company's position
Clearly articulating your company's short- and long-term business strategy, unique position and differentiator in the marketplace will provide a solid entry point for further dialogue with an analyst.

4. Show clear product benefits and features
A market position and message won't stand on its own. Without a compelling product that provides value and unique features to your customers, analysts won't have a reason to learn more about your company.

5. Give to get
Many companies are intimidated by analysts and their depth of subject matter expertise. It's important to remember that without your contribution, they wouldn't have anything to write about. However, the strongest analyst relationships are built on mutual interest, strategic insight, intelligence and respect.

6. Subscribe to research services
Not only do you get rigorous data on your market sector, you may have direct access to analysts for briefings, one-on-ones and industry events. Subscribing to research does not "buy" you an analyst, but it does provide easier access with many other tangible benefits.

7. Don't be exclusive
Developing an exclusive relationship with one analyst or research company will not yield additional value. Analysts have different perspectives, personalities and agendas. The more analysts you can share your story and vision with, the better.

8. Enlist the support of an agency
Good agencies have existing relationships with analysts and can help establish credibility for your company while also helping to craft and fine tune critical messaging that will resonate with the analyst community.

9. Take a proactive not reactive approach
Many companies feel the pressure to make noise in the market without doing the appropriate due diligence. Your initial impression with an analyst will stay with him/her. Make sure that impression is a positive one, leaving them wanting to learn more about your company and its offering.

Helpful Links
Gartner
Forrester

YRG Does Dundee

2007-06-26T11:26:00Z

YRG holds its annual company meeting in June, as its fiscal year ends this month. Each year the company recaps the past year's accomplishments, profitability records, and goals for the coming fiscal year. After the serious part, joke awards are handed out and the team heads off to a fun offsite field trip, a different event each time. This year's awards went to our respected Esprit Team for their valiant party-planning spirit!

The offsite activity was a tour of the Willamette Valley wine country with Grape Escape Winery Tours. Our stops included tastings throughout Dundee, Oregon, at White Rose Cellars, Erath Vineyards, and Duck Pond Cellars. The views of rolling hills and vineyards were gorgeous and everyone enjoyed a fresh catered lunch on an outdoor patio at Erath. It was a great opportunity to relax and have fun together away from the office. We're already looking forward to next year!

A glimpse of the vine tour can be seen here.

Indispensable Web 2.0 Tools

2007-06-25T10:26:00Z

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Technorati Profile

Localizing Your Approach: YRG’s Top 10 Tips for Working with Japanese Media

2007-06-06T13:15:00Z

Have you been lost in translation when dealing with Japanese editors? Just as particular sales tactics are necessary to penetrate the Japanese market, so is the case for public relations. Here are some tips we've learned through our PR work in Japan:

1. Communicate in the local language: Don't assume that all Japanese editors are fluent in English. Some don't speak English at all!

2. Show your commitment to the market: Your enthusiasm counts, but vaporware and empty plans won't cut it. Keep it concrete and show impacts on the Japanese market to overcome a "why should I care?" attitude.

3. Write news releases and press kits materials in the local language, and in the local styles: Don't just translate. Rewrite and edit as necessary to meet Japanese press release expectations.

4. Use numbers: Quantify your information! Japanese editors like statistics such as revenues, capital investments, growth rates, forecasts, the number of employees, market trends, etc.

5. Avoid flamboyant adjectives and adverbs: Since Japanese media tend to focus on hard facts and statistics, empty rhetoric in a press release and or an interview is nothing but an annoyance. Never describe your product as "fabulous!"

6. Make sure to have a translator when you have face-to-face press interviews: With few exceptions, editors will assume that an interview will be conducted in Japanese.

7. It is relatively easy to ask in advance what questions will be asked in media interviews: Good news. Although there are some exceptional cases, this is an advantage that you can take to the bank. Politely ask them editors to send you a brief list of questions by email or fax before an interview.

8. Be aware that some editors still prefer traditional communication tools such as fax and telephone, and do not accept pitches and press releases by email. Be sure to do research on the editor's preferences.

9. Avoid calling them editors early in the morning: In general, many editors in Japan spend late nights writing, so calling them after 5:00 pm could be the most efficient time to grab contact them over the phone.

10. Work with agencies experienced in the Japanese market: Authentic sushi is difficult to make even if you have a recipe. Working with an agency that has knowledge and experience in the Japanese market will further increase your potential to get publicity and establish long term relationships with editors.

The Rich AND Healthy User Experience

2007-06-06T13:08:00Z

Summer has nearly arrived in Portland so it's time to break out the shoes and hit the road running. Check out this great tool on the web called WalkJogRun, an application based on Google Earth. Use real-time map manipulation to track your mileage, view routes that others have posted, calculate the number of calories burned and save your favorite running routes.

Following the launch of Google Earth many new geospatial web applications have been popping up on the web. These sites provide a rich user experience with intuitive navigation as well as a greater ability to not only interact with data, (miles in this example) but also socially with people around the world. As the Internet evolves so does our experience with it. These applications allow us a sensory enhanced experience in ways that we never would have imaged!

RUN ON!

Brand Equity

2007-05-22T10:25:00Z

The process of maintaining brand equity requires a division of labor: (1) the development of the brand itself, (2) the execution of what will become the brand experience and (3) the evolution of the brand. Continual measurement, and validation, and recalibration will broaden brand equity.

We embarked on the development of a Portland-based travel industry client's identity over 6 years ago and our discovery revealed attributes of Portland that continue to be valued by consumers today. It's reassuring that updated 2006 research continues to validate the future of the brand.

Check out a recent NY Times article that profiles Portland's highlights. In 36 hours, the journalist experienced in 2007 what we defined in 2000: Portland has had to work hard and do things differently to build a city worthy of their spectacular environment. The result is an enlightened balance between man and nature that offers a combination of natural vitality and urban livability unique in America.

Another recent accolade for Portland was recognition by The Food Network Awards 2007, as a culinary destination….something our client and our 2006 research confirm!

Armed with continual research and a commitment to operationally fulfilling every brand promise, we're pleased to see our client's measure of success includes testimonials like these!

How do you go about recalibrating and measuring your brand experience?

Portland's marketing future is bright

2007-05-22T10:12:00Z

Several of us at YRG had the good fortune of visiting Portland State University last week, where a team of highly talented students presented their entry to the National Student Advertising Competition. After winning the District 11 competition this year with their campaign for Coca-Cola, PSU will head to the national competition this June. You make us proud, PSU!

Those of us who attended from YRG were incredibly impressed by the professionalism and creativity displayed by the students. We especially loved that they focused on providing a business solution to the client, rather than developing creative simply for creative's sake.

Now, don't get us wrong -- their creative recommendations were outstanding. Absolutely innovative and top-shelf. (One of our own creatives said afterward, "I wish I would of thought of that.") Their program embraced all aspects of the marketing mix, while using new and non-traditional media in a way that was both smart and fresh.

But, seeing these students' approach is testament that our next generation of talent are being trained to think strategically, creatively and solve clients' business problems. Hey, that sounds familiar...

(PS: If you want to support PSU's trip to nationals, visit the Cheerful Tortoise on June 4, 1939 SW 6th Ave., for their fundraiser.)