Nov

30

Youth Marketing: Don’t be so 2008.

November 30, 2009 | Leave a Comment | Written by John Whaley

Recently, I had the opportunity to hear Clint Runge give a presentation on youth marketing –specifically to Generation Y (people born after 1981). Clint is the Creative Director at Archrival, a youth marketing agency in Lincoln, Nebraska.  Clint’s presentation was full of thorough research and helpful information – and sparked my own thoughts about how we can effectively market to Generation Y.  Here’s my take on it.



Recognize the major differences between Generation X and Generation Y.

In order to understand how to reach out to Generation Y with your product or services, we first need to understand how Generation Y differs from their predecessors, Generation X.

So what do these differences mean when reaching out to Generation Y?

Generation Y establishes brand trust through their friends (not corporations or advertisements).

No matter how memorable, clever, or funny your latest ad campaign was, it’s unlikely to create a deep sense of brand trust between Generation Y and your company.   Instead, Generation Y develops trust through their peers and friends.

So how can your company build trust with Generation Y? Create targeted internet communities (vertical social networks) that are related to your project. More and more Generation Y’ers are seeking smaller online communities built around common interests.  For example, Sneakerplay.com is an online community devoted to people’s love of sneakers.  Through the site, shoe manufacturers can learn more about what type of sneakers people love, as well as advertise their own products.

The first screen Generation Y looks to is their mobile device.

Unlike Generation X or even Baby Boomers, television and computer screens are not the “first screen” that reaches Generation Y.  For this generation, it’s their mobile devices.

How does this affect your business? It’s important that marketing campaigns geared towards Generation Y are mobile device friendly – because it may be the only way your campaign is viewed.

Brand loyalty is rare among Generation Y.

It’s difficult to swallow – but true. No matter how much you try, it’s unlikely that Generation Y’ers will remain loyal to your product or brand. Generation Y’ers are constantly looking for the next big thing and will willingly switch brands to get it.

So how can you keep business coming back to you? Focus on continually upgrading your products – and less on reinventing your marketing plan every three months.

For example, the iPhone was first released in June 2007, its updated 3G version was released in July 2008, and most recently, the 3GS came out in June 2009. While the iPhone’s marketing strategy has not changed dramatically over that time, its capabilities have grown and changed often -  keeping the iPhone at the top of the market as the “next big thing.”

Generation Y is drawn to causes where they can collectively make a difference.

Not only do Generation Y’ers ask, “How can WE be different?” they also ask “How can we MAKE a difference?”   Generation Y’ers have a strong belief in causes – but they have a limited willingness to get involved. They often choose causes that are simple to support and don’t require research.

Overall, Generation Y is drawn to causes where a collective group of people can make a difference, rather than one person changing the world.

Types of businesses that appeal to Generation Y’ers include Chipotle’s environmentally-centered philosophy, as well as MyStarbucksIdea.com where people can post new ideas for the company, with the most popular ideas being implemented.

What’s next?
The main takeaway for me is that marketing requires a different approach with different generations. Overall, you need to evaluate how your company is reaching its targeted generations, and adjust your strategy to most effectively reach those groups.

Aug

24

5 Social Media Myths Debunked

August 24, 2009 | 2 Comments | Written by John Whaley

It seems like everyone’s talking about social media. But when it comes to social media and your business - how do you separate the truth from the tweets? I’ll debunk five social media myths for you.

  1. Social media is the ultimate internet marketing solution.
    While using social media is a great part of an internet marketing strategy – it’s just that – a PART of it. When it comes to internet marketing, like many aspects of business, there’s no “silver bullet”. A combination of ongoing internet marketing strategies will have the greatest impact online.
  2. Social media is one-way communication.
    Social media platforms are designed for conversations – not a sales platform. Through social media, you can personally connect with current and potential customers, providing them with feedback, responding to any problems, and helping them engage with your people and products.
  3. Using social media to grow my business is a fast process.
    Using social media to grow your business is a slow cooker - not microwave - process. It takes time to build quality relationships, establish trust and respect, and develop your unique communication style. But in the end, you’ll find taking it slowly makes for more quality growth for your business online.
  4. Automated social media is better than no social media.
    Social media is designed for personal interaction. For the vast majority of Twitter users, there is nothing more irritating than being asked to interact with an automated “bot”. Having real people at your company use social media lends authenticity to what you do.
  5. Social media is difficult.
    It doesn’t have to be. Many people assume that to effectively grow their business through social media, they must use every single social networking site on the web. That would be impossible – and not very effective! A great way to use social media is to select 1-2 networks that will provide the most interaction with current and potential customers.

Interested in learning how your business can use social media? Attend one of our upcoming free seminars on the topic! Learn more about the seminars or register online.

Jun

11

Photo Journal: On the road with Metro Studios

June 11, 2009 | Leave a Comment | Written by Lindsay Talsness

It’s been a busy, exciting few months at Metro Studios! Here’s a quick look at some projects we’ve recently been working on.

ACE Awards Live Webcast

We had a great time producing the ACE Awards Live Webcast for hundreds of in-person and online viewers.


Scottsdale Community College

Scottsdale Community College’s Department of Culinary Arts asked us to shoot a series of promotional videos for their program. We learned the secrets of making those cool vegetable garnishes, filleting a huge salmon, frosting a fancy cake… the chefs and students didn’t have to ask us twice to sample their creations!


Kirk shooting a close-up for petit-fours, when he wasn’t busy thinking up food puns.


Getting volunteer diners was a piece of cake!


The Grill Toppers Photo and Video Shoot

What a week it was when Metro Studios took on The Grill Toppers project. Our facility was transformed into the ultimate grilling event, complete with dozens of pounds of meat, countless side dishes, as well as numerous place settings to match all of the NCAA team colors. After getting our product shots, we took the gear, food, and props on the road to several different locations.


Donna, our food stylist extraordinaire, lends her expertise, while Susan, our art director, drops in the lemons “just right.”


Connie, Metro’s senior writer/producer, dresses the set. By the time we finished each shot, the food had been sprayed, glued, and was completely inedible.


Our newest “intern” samples some extra prop food and lends morale support during the shoot while her dad, Aaron, takes care of the video editing.


Kendra, Metro’s project coordinator, directs one of the actors on his grilling technique.



With the photos and videos completed, we are looking forward to building The Grill Toppers website this summer.

Commercial Shoot with Wisconsin Football Coach Bret Bielema

Bret Bielema, head coach for the University of Wisconsin football team was the star of our recent commercial shoot at Camp Randall Stadium in Madison, Wisconsin. I wonder if the Big 10 schedule came up in conversation?




Metro Studios’ Social Media Seminar

John Whaley, our Director of Internet Marketing spent a day with Phoenix business professionals teaching them how to grow their businesses through social media marketing.


Whew! As you can see, it’s been a whirlwind spring - but it was spent doing what we enjoy most - providing our clients with effective, innovative solutions.  Like what you see? Please contact us if you’re interested in learning more about the solutions we can provide for your business.

To see more photos of Metro Studios projects, visit our Flickr photostream.

May

18

9 Easy Ways to Write an Outstanding Blog Post

May 18, 2009 | 1 Comment | Written by Lindsay Talsness

Blogging can be easy, enjoyable, AND increase your business - if you do it the right way.

Here are 9 easy ways to dramatically improve your blog.

1. Write articles that readers will benefit from.

For example, Kraft Foods doesn’t write articles for their website entitled, “Buy more Kraft Foods products”. Instead, they post simple, delicious recipes1 that use Kraft ingredients.

If your blog articles are informative and helpful, instead of a direct sales pitch, more people will visit and revisit your blog.

Additional benefit: Writing informative articles builds your reputation as being an expert in your field.

2. Keep it short and focused.

According to research by Nielson Online2, Americans spend an average of 56 seconds on a webpage. Taking into consideration that the average person reads about 300 words per minute, I recommend blog articles be 250 - 500 words in length.

3. Watch your paragraph length.

Have you attempted to read extremely long paragraphs online? It’s difficult.

In fact, eye-tracking studies show that online readers tend to skip large blocks of text. It’s visually overwhelming for readers to see long paragraphs online, so break them up into shorter ones.

4. Use bullet points when providing a series of information.

Bullet points:

5. Provide detailed subtitles throughout the article.

This technique helps draw readers into paragraphs farther down the page. A note of caution: I don’t consider “My conclusion” to be an interesting subtitle3.

6. Include links to your website in your article.

This will drive readers to key information on your website. Plus, clicking on links is fun!

7. If including an image, make sure it has a purpose.

Most people come to a website looking for information, not images. Make sure that key points of your text are most prominent.

8. Don’t be afraid to show some personality!

Don’t hide behind the company you’re writing for – people want to know that a real person (like Lindsay Talsness) is writing the article. I strongly encourage using pronouns like, “we” or “I” instead of “the company”.

9. Include a call to action.

Such as, “Don’t have a blog yet? Looking for ways to grow your business online? At Metro Studios, we’d love to help you. Contact us today to get started!”

1. Polynesian-glazed meatballs are a favorite at my house.
2. Nielsen Online (2009). Nielsen Online provides topline U.S. Data for March 2009 [Electronic version]. Retrieved May 8, 2009, from http://nielsen-online.com/pr/pr_090414.pdf
3. However, this subtitle is interesting.

Mar

6

Great expectations

Junior Achievement is the world’s largest and fastest-growing organization dedicated to inspiring and preparing young people to succeed in a global economy. When Metro Studios was chosen to produce JA Worldwide’s new volunteer orientation video, there were large tasks ahead of us - Junior Achievement’s current orientation video was more than 15 years old! Needless to say, JA’s more than 220 offices across the world were clamoring for an updated video.

Globe trotting!

At Metro Studios, we were up to the challenge. As an international organization, it was important for JA to show the different environments where their programs are held—from inner-city schools to suburban classrooms. Our video shoots took us across the United States to Los Angeles, Phoenix, Peoria, IL, and Cedar Rapids, IA.

More than just a training video

Our goal was to create a video that was informative, inspiring, encouraging, and creative. To accomplish this goal, we even incorporated our own version of a reality TV show into the project! We followed a brand new volunteer through her JA experience – from preparing for her first session with a group of at-risk high schoolers all the way through to her last session with the students. Hearing her testify how her weekly sessions probably turned her students around is amazing. (You can check out her interview here – her segment is entitled, “Experience It!”)

Writing it right

Junior Achievement wanted nearly all of the training information to come from testimonials. We interviewed a diverse group of people including: brand new and seasoned volunteers, students, and school administrators. Writing good questions for the interviews, and arranging to interview a diverse group of people made scripting a challenge—in a good way! There were so many great quotes and stories that ended up on the cutting room floor!

Not another boring training video!

Throughout the 51 minute training video, we added several fun segments such as having some 5th grade students spell “entrepreneur” and including a series of student bloopers. The kids we worked with were great, but despite their best efforts, we eventually caught them doing some pretty silly things on camera!

Delivered!

To top it all off, we shot the entire video in HD. That way, it was easy to transfer our footage to a hard drive for JA, enabling them to use the footage in-house. In the end, the DVD had a menu with 9 video segments, as well as an original designed folder that detailed each segment. You can watch the all of the segments at JA’s website. Or, check out some of the highlights on our own site.

Inspired!

To meet the volunteers and hear their stories about why they volunteer…and then to hear the students’ stories about how JA turned their lives around—it was amazing! Metro Studios was proud to be a part of this wonderful project, and the videos were truly a labor of love.


Dec

30

John’s 2009 Internet Marketing Predictions

December 30, 2008 | 5 Comments | Written by John Whaley

The year 2008 was marked by a number of events that have imprinted themselves in the minds of Iowans, the nation, and the world. In June, my community experienced the most devastating flooding on record, in August, the Beijing Olympics and Michael Phelps’ athleticism captured the world’s attention for two weeks, and in November, the nation held its breath as a record turnout of Americans cast their votes for the next President of the United States.

So what will 2009 hold for us? To start with, I won’t be making any predictions about natural disasters, sporting outcomes, or international relations. However, as someone who continually tracks the latest patterns and trends online, I’d like to share a few predictions for 2009 when it comes to internet marketing.

Social Media again in 2009:

Your mom got Facebook this year. In 2009, your grandma will. Just as predicted in 2008, social media and social networking sites will grow and continue to play a large role in online marketing for 2009. However, I anticipate that many users will become more specific about how they devote time to social media, choosing just a couple of social networks to use frequently rather than dabbling lightly in multiple networks.

From the business side of things, I believe many marketing departments will narrow down their social media efforts to just those that provide the greatest value for their time and money. That way, businesses will be able to focus on the avenues that will most successfully drive business back to their site in 2009.

The Ultimate Powerstrip for Social Media: What’s Yours is YOURS:

With the ever growing popularity in social media sites like MySpace, Facebook, Twitter, LinkedIn, users currently find themselves completing similar profile information from one social media site to another. For 2009, your keyboards should get a rest – many social media sites will be providing easy ways to transfer your profile data from one site to another.

Additionally, look for technology that enables you to login at just one site to receive access to your entire online social network. Overall, you can bet that as using multiple social media sites becomes more convenient, more users will look to get connected online in 2009.

“But I Want It NOW!”

Remember the days when information was found in dusty libraries? For most internet users, those days are a faint memory, and in the words of Willy Wonka’s Veruca Salt, they all “want it NOW!”. People online today have a growing impatience when it comes to accessing new information and media content. As a result, in 2009, business owners and industry leaders may want to plan ways they can provide information and feedback online quickly - or even live.

Video has moved beyond YouTube:

Online video use is no longer just for the younger generation. If you are a business owner, or are in an internal marketing position with any business, having video on your website is becoming essential. With online videos expanding far beyond YouTube, in 2009, more and more people will visit your website looking for a more personal connection with your business or product through video media.

Blogging: Keeping it Short and Sweet

In 2009, you will see a big turn from “blogging” as we currently know it, to more “Micro-blogging”. Websites like Twitter will grow exponentially as more people will choose to express themselves more quickly and easily in 140 characters or less, rather than struggle to provide lengthy blog posts.

Can you Digg it?

People are looking less to traditional news outlets and more to the web for the latest news. Each day, more online press release sites are created, with a growing number of press releases being disseminated online. Don’t miss out on this opportunity – if your business isn’t providing news and press releases online in 2009, you’ll be left behind just like yesterday’s newspaper.

A last word of advice:

At this point, some of you may feel like throwing your hands up in the air and shouting, “How can we do it all? There is so much to do when it comes to internet marketing!” Don’t worry. At Metro Studios, we’re here to help. Internet marketing can be simple when you provide users what they’re looking for – an intimate connection with your business. Online marketing isn’t a hit or miss strategy, it’s developing a focused and detailed plan for the ways you can truly connect online with your prospective clients.

I hope you have had a wonderful 2008, and from all of us at Metro Studios, we wish you a happy and prosperous 2009!

Director of Internet Marketing
John Whaley – johnw@metrostudios.net

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