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What's the connection between a daily diet of bugs, the SicolaMartin softball team and the month of August? An ill-fated road trip? Not this time. We're talking about bats. Whether watching or swinging them, it's a great time of year for all the bats in Austin. So, this month's EP offers something on both the creepy flying kind that spend their summers here and the great American pastime. We even slip in some useful stuff for good measure. We really hope you'll enjoy this issue. And as always, let us know what you think! Cheers! Steve
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We work in a creative business based on big ideas. So brainstorming sessions are often used to start a new assignment. New business opportunity? Let's brainstorm ways to reach the target audience for the pitch. Shrinking marketshare? Let's brainstorm contributing factors and then create a plan to combat the competition. New brand imperative? Let's brainstorm a core idea to jumpstart the campaign. With all these brainstorms, how do we avoid brainstorm burnout? A brainstorm session implies a gathering of diverse individuals focusing on a single topic. Many dread them as a waste of time. Can people brainstorm solo? Certainly. In fact, the Wall Street Journal recently published an article featuring research showing that solo brainstorms are more effective. I think it's really a combination. Great ideas won't reach their full potential on a whiteboard in a conference room, but ideas also aren't as effective in a vacuum. Often the best ideas are born from the seed of another. So, do both. Have a kick-off brainstorming session. Be sure it's not right after lunch — even better supply food! Provide some direction to start from and a blank whiteboard. Most importantly, encourage all to participate, but also have a leader to keep the group on task. Then disperse and set a time to regroup later to share progress. You'll get that big idea! Check out other tips for effective brainstorming in this BusinessWeek article. |
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When I think about account planning, I like to remember what Henry Ford said: "If someone had asked the customer what he wanted, he would have told me he wanted a faster horse." Ford knew that the best insights are rarely To create the most effective and impactful advertising, you need to consider three dimensions of the marketing situation — consumer behavior, client experience/opinions and the intuition of your creative team. The best account planners are those who are detailed enough to examine a problem from different perspectives without losing sight of the big picture. What's next? Well, instead of marketers intercepting the customer, the customer will be intercepting the marketer's brand. And when they do, that brand has to be interesting, relevant and compelling. That means creating experiences that people will want to seek out. To be successful, we should continue challenging each other to get to the right brand insight and the energy to push creativity forward. Developing new and better ways to measure the emotional connection that people have with brands will help inspire great marketing. Sometimes I wonder what customers would tell Henry Ford today... |
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It's winner-take-all in the emerging high-def DVD market. Right now, two formats are competing for consumers who are switching to high-definition TVs. In one corner, our client, Blu-ray Disc — backed by more than 170 of the world's leading Hollywood studios, consumer electronics, game and PC companies. And in the other, Toshiba's HD-DVD. So how did SicolaMartin get early adopters all worked up? By launching a potent print and Web campaign called "Experience Blu" which showcased the compelling advantages of Blu-ray Disc technology and its overwhelming industry support. Check out the print and online campaigns. While you're at it, take a look at a recent newspaper article about the campaign.  |
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Who doesn't like a summer getaway? Just ask the 1.5 million bats that hang out at the Congress Avenue Bridge from March through October, making it the largest urban bat colony in North America. August is the peak time to watch the swirling clouds of Mexican free-tailed bats heading out for dinner. So what's the best way to watch them? September 2-3, you can catch Batfest 2006, which brings together two popular Austin attractions — bat-watching and live music. Bands include The Smithereens and Dangerous Toys! How about a cruise? Lone Star Riverboat and Capital Cruises offer bat-watching excursions on Town Lake. The Shoreline Grill, T.G.I. Fridays (in the Radisson Hotel) and the Four Seasons Hotel all make good places to sip on a cocktail and check it all out. Or bring your lawn chairs down to the bat observation area at the southeast corner of the Congress Avenue Bridge. To find out more, call the Bat Hotline at (512) 416-5700 ext. 3636. |
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At SicolaMartin, the real go-getters snub office Foosball. Instead, they actually go out in the heat and run around and stuff. Under the iron fist of our very own Ironman Mark Norton (really, the overachiever just finished the Coeur d'Alene Ironman in 12 hours and 21 minutes), the SicolaMartin Martians head out every Monday evening to kick some serious butt on the softball diamond. With a roster featuring Martians, our clients and family members, the team competes year round in the city league. And in between gulps of beer, they've even managed to win some championships along the way. A few years back, Martians took their division in the Sports Illustrated Advertising Softball World Series in Tucson, AZ — the first ever rookie team to go undefeated. High-five. |
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| Visit us online: http://www.sicolamartin.com Feedback: epfeedback@sicolamartin.com Telephone: (512) 343-0264 Fax: (512) 343-0659 |