On a day when the internet is filled with outpourings of gratitude for a man who left us yesterday, we wanted to add our voice of thanks to the choir. 

The devices and software that Steve Jobs built are, in many ways, essential to the livelihoods of everyone at our agency.  When we create a catalog or a website, a marketing plan or a branding strategy - the physical act of that creation happens on a machine that wouldn’t exist without Steve.

Every desk in our office houses either an iMac, Macbook Pro, Mac Mini or Mac Pro.  On the way in this morning, I walked through the photo studio and passed a literal stack of iPods (two classics and a touch) that provide the soundtracks to our photo shoots.  And by the time the whole office is at their desks, there will be at least six iPhones and an iPad somewhere in the building. 

Certainly, we could still answer phone calls, send emails, write documents and build websites without Apple hardware and software.  But there’s a reason that the company that Steve built is the de facto standard in our industry.  Their devices are just so damn pleasant to use. And for that, we have Steve to thank.

Which is, all I really mean to say.  Thank you Steve. 

A good public relations strategy doesn’t just involve sending out media releases. In fact, media releases are just a small part of an effective pr campaign. According to Brian Solis, author of Putting the Public Back in Public Relations, public relations is about engaging and relating to your target audience. Simply put, to get good pr, you have to focus on building and maintaining relationships with current and potential customers.

This is where Facebook comes in. Facebook encourages open communication between you and your target audience. By participating in the social network, you allow consumers to think of you as a friend and less as a cold, faceless corporation. But, to keep this friend status takes work.

You have to come up with relevant content. Small Biz Trend Blogger Lisa Barone writes that a company’s success on Facebook is directly tied to “creating new content designed to get a reaction.” The best status updates are those that get people to comment. To get comments, Barone suggests you: Ask questions. Make a statement and ask people to “like” it if they agree. Or, create a poll so people can click their preference.

Use Contests. People like winning stuff. So do their friends. Hold a contest and automatically you’ve got more people checking out your company’s page and what you’re all about. Contests can also get you extra media attention. In August, one of our clients, Altura Credit Union, ran a Facebook contest via status update. The winner posted on Altura’s wall, thanking Altura and saying he had given his prize (two tickets to a Taylor Swift concert) to his sister, who had supported him when he was going through a particularly bad time. This month, an article about the winner and Altura was featured in Credit Union National Association. It’s great pr for Altura and all they had to do was create a Facebook contest.

Act like a real Facebook friend. People won’t trust you unless you interact with them and allow them to interact with you. Part of that interaction means accepting criticism. You can’t delete every negative post or make it so people can’t post on your wall. You have to be willing to share the negative as well as the positive. And, as long as you respond quickly to negative feedback, you’ll be able to diffuse the comment before any real damage is done.

Finally, Make time for Facebook. Using Facebook as a pr tool is pointless if you don’t update content regularly. People will cease to care you exist if you’re not constantly creating new content and reacting to feedback. If you don’t have time to update, hire someone to do it for you.

The next time you’re developing a public relations strategy, don’t forget to throw Facebook into the mix. Oh, and friend Echo-Factory. We’re building relationships too.

“The medium is the message.” When media theorist Marshall McLuhan made that statement, he believed the medium was more important than the content it presented. While I don’t agree with McLuhan, I do think the media you choose is just as important as the content presented. Media is what gets your message out to your target audience. Choose the wrong media and your campaign’s dead in the water, no matter how creative it is.

But, how do you create an effective media strategy?

1) Define your target audience.
Before you do anything, you need to figure out who you want to reach. Targeting people based on age, gender and marital status is a start but it doesn’t tell you anything about these people: the activities they enjoy, what they like to read, where they like to go. Your goal is to know your target so well that you can talk about them like they’re your best friends.

2) Research your target audience’s media habits.
Find out what media they use and how often. Are there industry publications that are popular with the demographic you’re targeting? Are there events or places they frequent? Once you’ve answered these questions, you can start looking for media vehicles that match your audience’s interests. 

3) Decide if you want reach or frequency.
Ideally, you want to reach as many people as possible as many times as possible. But, if you don’t have a huge marketing budget, you usually have to choose one over the other. To me, it depends on what you’re offering. For instance, if you’re selling pizza, you’d opt for reach. Most people like pizza so mailing out coupons all over the city will probably translate into more pizzas delivered. However, if you’re selling energy-efficient technology, you’d be better off opting for frequency. Your goal is to build relationships over time with the people interested in that type of technology. That means you’ll advertise in places that engage your target audience instead of trying to reach the widest audience possible. 

4) Get creative.
Sometimes the best way to reach an audience isn’t through traditional channels like radio, print or direct mail. Alternative methods can often be cheaper and more effective. Think Facebook contests, mobile apps and blogging. Think advertising on pizza boxes, bar coasters, public bathroom mirrors and urinals. Think vehicle wraps, bike jerseys and golf balls. Think street teams and sponsoring community events. There are a million ways to get your message out, you just have to think creatively.

5) Let the pros handle your media buy.
Hate to be biased here but agencies have long-standing relationships with the media and can get discounts regular people can’t. You’ll get more for your money going through an agency.

Follow these tips and you’re well on your way to a successful media plan that gets the right message to the right people.

Cheeseburger with Lettuce, Tomato & Onions by Pink Sherbet Photography

Recently, a friend asked me “Why’s it called Echo-Factory?” I didn’t know so I went to my boss (and co-founder of the agency) for an answer. She said it’s to remind us that advertising is about serving clients, not serving ourselves. Too often, agencies and people (like me) forget that.

Earlier this year, Crispin Porter + Bogusky (CP+B) split with Burger King  after working together for seven years. Known for its aggressive marketing style, CP+B came up with some really crazy stuff for Burger King such as the Facebook campaign, “Whopper Sacrifice”  that encouraged people to “sacrifice” their friends for a free Whopper, and the “Subservient Chicken” online campaign which featured a chicken that does whatever you tell it to.

The ad industry praised CP+B’s work for Burger King – they won a ton of awards. So, what happened? All this award-winning work got a lot of people talking but it didn’t convince them to actually eat at Burger King. In fact, BK sales went down by 3.9% last year. See, that’s what happens when you forget to put the client’s interests before your own.

In CP+B’s case, Burger King had come under new management and was asking the agency to focus on price rather than schtick to sell burgers. On his blog, former agency partner, Alex Bogusky

We’re kicking off a new series about designers – each month we’ll attempt to figure out how and why designers do what they do.

Today, we’re putting the spotlight on Echo-Factory creative guru, Dea Goldsmith, to talk about everything from where she gets inspiration to what she eats when she’s stressed.

Q: What inspires you?
People inspire me. I’m always amazed at how brilliant people can be, there are always ideas out there I wish I’d thought of. For design inspiration, I’ve started to use coolhunting.com. The site covers trends in art, culture, design and technology. It lets me see what’s happening all over the world and that, in turn, informs the way I design.

Q: Who are some of your favorite designers/artists?
I love Stefan Sagmeister’s design. As far as artists go, I’m drawn to abstract art. I love the intense colors and lack of order that you find in works by Deschamps, Van Gogh and Jackson Pollack.

Q: Do you have a font you love? One you hate?
I love condensed fonts except futura condensed. I know a lot of designers will hate me for saying that but I absolutely hate that font. It’s clunky and unwieldy, not something you want to use in a design.

Q: What are you reading now?
Designers Don’t Read

Q: How did you get into design?
I started doing design before I knew that’s what I was doing. My first job was at a clothing store, I was only 16 and I just started doing the window and wall displays for the store. Then, I became a cocktail waitress and started designing banners and other promotional items for the restaurant. No matter what I was doing, I always found myself designing. So, I became a designer.

Q: What’s your favorite “I’m on a deadline so don’t bug me” snack?
Nachos. Really, melted cheese in any form.

Q: What’s the best part about being a designer? What’s the worst?
Clients are the best and worst part. I love creating design that they can get excited about. On the flip side, I hate fear. Fear of failure gets in the way of really good design. It’s hard knowing you’re not doing the best work for someone, not because you don’t want to, but because they’re afraid.

Q: If you could be anything else besides a designer, what would you be?
I’d love to say I’d be a nurse or an environmental activist, but it’s just not in me. I’m best when I can design and help people through my design. Last week, I designed a website for a non-profit that raises money for breast cancer research. It made me feel good to design a site that will help bring in more money to beat this disease. I like working on projects like that, where you can really see how much you’re helping people.
Q: What advice would you give a designer looking for a job in advertising?
Talk intelligently about your design. If you can explain your design decisions articulately, it gives you an advantage over designers who scratch their heads and say, “I dunno, it just looked cool.”