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get out of the trees to see the forest

By Christina E.

Not long ago, we faced a recurring issue with an underperforming vendor. Let’s just say, they needed to get their act together, and speedy-like. We’d been through months of banging our heads against the wall and were at our wit’s end. In this case, the simple solution of firing the vendor and finding a replacement wasn’t as simple as it sounded.

Finally, the revelation came when (surprise!) I was explaining it to someone who hadn’t been involved in the details. They weren’t scarred by the experience. They were refreshingly green. Their perspective was pure. And apparently, that’s exactly the clarity we needed to resolve this issue.

Now, could I have come up with the solution if I’d cleared my mind? Yes.

That is, if I’d allowed myself to ask the simple questions. If I had stepped out of the trees. If I hadn’t been so busy dodging the road kill, complaining about the stench, and hoping that someone else would clean up the mess. Yes, I too could have been the wise sage of the day.

Lesson learned?

We deal with distractions and minutiae all day long. (Yeah – 20 emails in the time it took to write this.) But, it’s during these times of craziness that it’s even more important to find that source of clarity. I’ll bet you have it inside. Or, you know someone who could help. The key is to recognize that feeling desperate is a big red flag. Those gut feelings mean something. Take the time to listen to them.

Posted in Agency Insights, Blog, Uncategorized | No Comments »

finally, mobile marketing is here

By Jerry Y.

Mobile Marketing Header

Okay, I’ll admit it. I love to be on the forefront of new technology. That doesn’t mean I go out and buy the latest tech gadget or rush foolishly into recommending new technologies to my clients. But it does mean I like to delve in and know as much about a potential technology as possible. After several years of this, I’ve finally learned to form my own opinions as opposed to just believing what others are saying. It has served me well, and I’d urge you to do the same.

Case in point. Twitter. To tell you the truth, I’ve never been a big fan. I reluctantly entered the space a few months after it hit the webwaves, jumped out, and then got back in many months later. Do I have an account now? Yes. Do I use it? Rarely. Why? I think it’s because I’ve personally not found value there. I’ve either been followed by someone who wants to sell me something or by some “young thing” who has nothing to do with anything related to the communications business. Now, I’m reading that roughly only 7% of Internet users go to Twitter with any regularity. If I were to have believed all the hype over the last couple of years, I would have made a huge mistake on behalf of the agency and our clientele by recommending we spend our money there.

Now, along comes mobile. This is a completely different story. The only thing I wonder about in regards to mobile marketing is the timing. We’ve heard for four years that it was “the year of mobile.” During that time, a quick survey of friends and family made it very clear to me that mobile hadn’t reached a point of engagement. The infrastructure simply wasn’t in place to make it easy or affordable for the average user. But now, smart phones are becoming commonplace, data plans are becoming required, and new devices (think ipad) are a reality. Mobile is finally here.

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Posted in Agency Insights, Blog, Mobile Marketing | 1 Comment »

Is the change going to do you good?

By Jerry Y.

Being an early adopter of the web, I’ve been in awe of the advancements that have come along. Back in the day, you really had to want to surf to put up with the speed issues, among other things. Then, everything seemed to click. I’d hop on Yahoo or Google and really be very productive in a short time. Most of my searching had to do with business research or prospecting. I was happy because I could stay informed quickly and easily.

Then came social media. People began to connect on levels they had never connected on before. They got to know one another, one another’s friends, vacation spots, and on and on. I liked it okay and was an early adopter of it, too. Then as social media began to reach critical mass, the foundation of my perfect (search) world began to shake apart.

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Posted in Blog, Media, Social Media, Traditional Media | No Comments »

A game of tridimensional chess, anyone?

By Andy B.

apple

Yeah, 3D chess.

A quick Google search or a Wikipedia read, and you’re in the know. In fact, you can see 3D chess being played on YouTube. Captain Kirk and Spock aboard the USS Enterprise played it to pass the time in the 23rd century. The 3D chess game can be seen in many Star Trek TV episodes. The game board consists of seven levels, three fixed levels and four movable “attack board” levels. (By the 24th century, a variant using six “attack board” levels was used.)

Now, let’s tie that to 21st century advertising. It’s easy. The first two sentences give it away. We’ve gone digital. Digital non-traditional advertising. Multiple levels of marketing playing out at the same time. It’s a real game changer for traditional agencies locked in the past. But for B&Y, this is an exciting time — a new way to apply what makes us different. Boiled down — it’s thinking, planning, and a focus on plenty of in-the-trenches service, plus a habit of over-delivering.

Pure digital shops have a hard time getting the warm fuzzy part of it down. Relating the consumer marketing part to the coding part. But for us, that’s the way B&Y has rolled for the last 20 years. Is there a lot to learn in a digital world? You bet. Take social media for starters. For those with time, see below.* And that’s just a couple levels of the game.

Is it a brave new world where we boldly go where no one has gone before? Sure. Is it new? Yes. Have we been through it before? Heck yeah.

Think about it. The 40s and 50s were all about print — words and pictures. The 60s — TV. The last 30 years, commercial television has reigned. Then about 15 years ago, websites started to crawl out of the digital evolutionary ooze. And now, for all practical purposes, we’re walking upright — but slowly and hunched over compared to what’s going to happen in the next 10 years.

So the new game we’re playing in the digital world is just beginning. That still leaves us with brands to protect and products to sell. The quicker you can view the marketing playing field in 3D, the better chance you can grow and outwit the competition.

Which brings us back to what they’ll be using in the 23rd century — thinking. That hasn’t changed. Warp speed, Scotty…

We think. You win.

Posted in Agency Insights, Blog | Comments Off

traditional tv vs online video

By Kelly O’Keefe

Over the last few years, advertisers/agencies have been stuck figuring out whether online media should merge with traditional media (TV, Radio, Print, and Outdoor), rely on traditional media, or be completely separate from traditional media. I must admit that I was a firm believer in online and traditional media having separate budgets, separate planning teams and hell, occupying separate ends of the building. After working in more of a traditional position this past year (and having a background in online media), my thinking has changed.

The industry has proven that online media can have its own campaigns and work completely independently of traditional media. But have these campaigns reached their maximum potential for their advertisers? Recent studies from Nielsen have found that combining online video placements with on-air TV spots can increase ad recall by 65%. Even the likeability of the spot is up 26%. Can this be true? Can online media actually complement traditional media?

Absolutely! By using the same TV spot, whether it’s a :30 on-air spot or an edited :15 online spot, viewers are recalling the exact message 18% more than if one of these media was used alone. If that’s not enough proof that this works, the amount saved on creative costs will get your attention.

So, the next time you’re planning a TV campaign, make sure online video placements are a good size portion of your budget.

Message Recall Exhibited the Greatest Lift Among the Dual-platform Exposed Group

Posted in Blog, Media | No Comments »

apple’s big sales miss

By Tony Headrick

apple

It’s 2010, the iPad hysteria is ramping up, and the iPhone is undoubtedly a game changer. So, what could Apple have possibly missed? An Apple Store application.

Stories abound that suggest that an iPhone app saved a company or turned some 16-year-old kid into a millionaire. Apple fully understands how the iPhone provides convenience and accessibility that wasn’t ever there for businesses. But what is so shocking is that Apple isn’t catering to their customers on all levels.

Let’s think about what an Apple Store app could be like. You can obviously purchase Apple hardware and software, but you could also get access to the Genius Bar, as well as special “app owner events” and “app owner discounts.” There is a ton of potential, but Apple is seemingly missing it.

I hope, as Apple continues to grow and increase its market share, that they don’t forget what drives those numbers: consumers. And using its own products to sell its own hardware and software just feels like good business.

Posted in Agency Insights, Blog | No Comments »

Blessings In a Backpack

you’ve seen the card, now watch the video

If you’ve seen our holiday card this year, you already know that B&Y chose Blessings in a Backpack as our annual charity. It’s a great organization that fills backpacks with nourishing food for kids and their families.

Part of our formula for choosing a charity is to send some B&Y representatives to the charity to get in the trenches. We like to truly understand the fabulous work that’s being done. Let’s just say this: the people at Blessings in a Backpack are amazing. And remember, they volunteer to do this week after week (insert crowd roar here).

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Posted in B&Y News, Blog, Holiday | 1 Comment »

Learnings from The Woods

By Jerry Youngblutt

Wow, talk about a sock to the gut! Tiger Woods’ escapades caught me completely off guard. I never in a million years thought that this man would ever veer from the centerline. With a great family, an unbelievable career, endorsements to die for and zillions of adoring fans, what were you thinking Tiger?

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Posted in Agency Insights, Blog, Uncategorized | Comments Off

Interactive Agency or Traditional?

interactive_agency

The answer is both—with a Godzilla—sized warning. I’ve seen clients dump their tried and true agency for a newly created interactive one, and this confuses me. Why would they put themselves in such a precarious position? The only way that makes any sense is if their present agency simply isn’t willing to morph with the times or if there isn’t any equity in keeping them on the team. Then, by all means, give ‘em the boot. They deserve it. But if you haven’t given them the chance and you just want to date the new girl in town — shame on you.

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Posted in Agency Insights, Blog | No Comments »

Media Lesson #34

don’t get caught with your communications pants down

Calling all media wonks. Check out these fun stats from 2009, courtesy of our friends at Nielsen. Knowing these facts could make your advertising more effective and more affordable.

• 74% of US TV viewers acquired a digital converter box
• 89% increase in hours spent watching TV among US households 1950-2009
• US advertisers spent $2.03 billion on TV advertising in Q2 alone
• Movie viewers spent $189 million at the global box office 10/28 – 11/8
• 2.4 billion coupons redeemed, January through September
• Top 10 advertisers on TV & Internet

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Posted in Agency Insights, Blog | 7 Comments »

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