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Well, here in the heart of Texas, it’s officially sweltering. And while About.com lists the average Austin temperature in July as 84.3°, on some days that would be a welcome respite. How do we escape? For many of us, the answer is the A/C of a museum. After all, there’s nothing cooler than some really great art.
That’s why this month’s EP is an extended play of all things art-like. And speaking of like, we hope you do. Either way, let us know!
Cheers,
Steve
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As marketers, we’re constantly asked to make our marketing more effective. After all, the pressure to justify our marketing spend colors nearly everything we do. But, at the same time, we’re challenged to “think outside the box.” While these concepts may sound diametrically opposed, they don’t have to be.
The great masters of art always understood when it was time to break the rules. Without breaking the “rules” there would be no innovation. But, yet, when they did, it was with a purpose. Marketers can do the same thing. Start with a solid understanding of the science of marketing. Decide what conventions you want to challenge. Then explore. Invent. Create. Try something new.
Ultimately, though, it is a balancing act. Before trying to “think outside the box,” make sure you understand the forces that created the box. Odds are, you’ll find that if you do successfully challenge conventional wisdom, you aren’t out of the box at all—you’ve only made it a little bit bigger.
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One of the buzz phrases bouncing around the marketing world over the last year or two is “user-generated content.” The proliferation of Web sites such as MySpace, Flickr and YouTube that combine individual content and social networking, as well as the blog-o-sphere in general, has created a tidal wave of online content created by individuals hoping to reach out to a larger audience than just their friends and neighbors. In fact, in many cases, users are reaching out to an anonymous mass audience because they don’t even know their neighbors. Teens and adults alike can reach out and connect with someone halfway around the world, even if no one is talking over the dinner table. Such is the irony of the Internet.
So what is at the heart of all this content? The simple answer is: self-expression. We all have something to say, with words, with pictures, with music, etc. Upload is the new universal language.
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Many people see this phenomenon as a diffusion of power of the old media vanguards; a new paradigm that empowers the individual above media conglomerates. But wait... doesn’t News Corp. own MySpace? Aren’t PR firms enlisting successful bloggers to disseminate well-crafted corporate spin? The truth is, as with any successful new media phenomenon, commercial interests will try to figure out how to exploit it. Duh! But the trick is figuring out how to harness the energy of these online social networks and free expression zones without killing them. Some of what you find out there is art. And some is trash. And some of it is sponsored by (insert your brand here). But all of it is worth something, because at least people are talking.
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No, we’re not talking Kung Fu, Ju-Jitsu, or even Tae Kwon Do. At SicolaMartin, we pride ourselves on being lovers, not fighters. Actually, we pride ourselves on a lot of things. And this month, we’re showing off our art skills. As you might expect from an ad agency, we’ve got a lot of folks who can grab a pen, pencil, charcoal or markers and really go to town.
And recently, that’s exactly what they did for one of the agency’s pro-bono clients. As is the case with most non-profits, Communities in Schools (CIS) was in a bit of a budget crunch when it came to creating the sponsorship packets for their yearly fund-raising gala, Food for Thought. SicolaMartin art director Michele Mikeska knew she wanted to give the gala the visual theme of “food as art,” so she turned to her co-workers for help. With the marching orders of, “Choose from this list of food items and render it in whatever style you want on whatever medium you want,” CIS got incredible art from some incredible Martians.
To see how the project turned out, check out the article below, “You Art What You Eat.”
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Where do you go to find the largest university art museum in the country, the third largest art museum in Texas, and the premier visual arts institution for Austin? Try the Northwest corner of Martin Luther King, Jr. Boulevard and Congress Avenue.
There you’ll find the Blanton Museum of Art. An impressive 180,000-square foot complex, the Blanton has a permanent collection of more than 17,000 works of art from Europe, the United States and Latin America. It is home to a wealth of Old Masters paintings, modern and contemporary American and Latin American art, and an encyclopedic collection of prints and drawings. But that’s not all. The museum also features an ongoing rotation of exhibitions that allows visitors the opportunity to continuously explore a wide range of artistic expression and history.
Can’t get to the Blanton in person? Their online eLounge allows you to browse the image gallery, send an e-card to a friend, or download screen savers.
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Modern art. It’s different. It’s unique. And often, it’s criticized for the apparent lack of skill required in its production. Take Jackson Pollock and his 1947 drip paintings. It’s doubtful that the work of any artist in history has ever inspired more people to say “You’ve got to be kidding...even I could do that!”
Think you’re the next Jackson Pollock? Could be. Visit www.jacksonpollock.org to try your hand (or mouse), at a little modern art of your own.
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What is food? Nourishment for the body. A source of energy. Sustenance for life. What is art? Nourishment for the soul. A source of inspiration. Sustenance for dreams.
In Austin, one night brings them both together. On October 5, 2006 at the Food for Thought gala, Austin’s top chefs will intermingle the worlds of art and food with a montage of savory masterpieces that please both the eye and the palate.
How did SicolaMartin help get the word out? Take a peek at our Food for Thought 2006 sponsorship packet.
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Visit us online: http://www.sicolamartin.com
Feedback: epfeedback@sicolamartin.com
Telephone: (512) 343-0264
Fax: (512) 343-0659
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SicolaMartin, 701 Brazos St., Suite 1100, Attn: E-newsletter Team, Austin, TX 78701
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