http://www.echo-factory.com/index.php/blog/ A Full Service Advertising Agency In Southern California's Inland Empire en marian@echo-factory.com Copyright 2012 2012-02-03T22:00:51+00:00 http://www.echo-factory.com/index.php/blog/does_more_money_equal_better_ads/ http://www.echo-factory.com/index.php/blog/does_more_money_equal_better_ads/#When:23:00:51Z Every year, I look forward to Super Bowl Sunday. Not because of the game, but because of the ads. If you’ve ever watched a Super Bowl ad, you know why. Companies spend millions creating the perfect Super Bowl ad, but is it worth it? Does more money really make for a better commercial? Every year, I look forward to Super Bowl Sunday. Not because of the game, but because of the ads. If you’ve ever watched a Super Bowl ad, you know why. They’re supposed to be the best advertising of the year – pure entertainment, very little sell, and plenty of money poured into production. It’s no secret that companies spend a ton of money creating a Super Bowl ad and that’s before they pay the media cost – up to $3.5 million for a 30 second spot this year. But, does lots of money really make for a better commercial? Ideally, it should – more money should get you better writing, acting, editing and so on. For instance, money definitely came in handy with Volkswagen’s “The Force” commercial which featured a tiny Darth Vader and Star Wars music. In addition to the estimated 111 million Super Bowl viewers, the ad received millions of extra views online before the game. And, people kept watching after the game too – the YouTube count is now at almost 50 million views. The ad’s success is undoubtably the reason Volkswagen chose to mention it again in this year’s Super Bowl ad. However, more money doesn’t always guarantee a great ad. An example of this is the new Acura NXS spot that’s airing Sunday. The commercial features Jerry Seinfeld, one of the funniest men on the planet, and yet the ad falls flat. Sure, there are a few parts that make you laugh but that’s due to Jerry, not the script. The spot uses a cliché scenario – the old ‘I’ll trade you awesome things if you’ll just let me have the sponsor’s product,” and goes on too long. After 20 seconds, I found myself asking, “why isn’t this over yet?” In the end, Acura spent a ton trying to create something really brilliant and all they got was a mediocre commercial. The truth is, when it comes to advertising, strategy matters more than budget. A good strategy can shine on a shoestring budget just as a poor strategy can cripple a multi-million dollar campaign. A good ad agency should be able to think creatively whether they’re given $50,000 or $50 million. Enjoy the game and the ads. If you’re like me and can’t wait until Sunday, you can watch the ads now.   Blogging 2012-02-03T23:00:51+00:00 http://www.echo-factory.com/index.php/blog/putting_art_before_the_cart/ http://www.echo-factory.com/index.php/blog/putting_art_before_the_cart/#When:00:12:07Z Tuesday was the 75th anniversary of Theodor Geisel’s (Dr. Seuss) first book, And to Think That I Saw It on Mulberry Street. It’s an anniversary that means a lot to creatives. Tuesday was the 75th anniversary of Theodor Geisel’s (Dr. Seuss) first book, And to Think That I Saw It on Mulberry Street. The book tells the tale of a little boy walking home from school and trying to think of something he can tell his father. But, he’s facing a bit of a dilemma: all he’s seen on the walk is a cart and horse, far from impressive. As the walk goes on, the boy begins to imagine crazier and crazier stories to tell his dad. In the end, the truth wins out and he tells his dad he’s seen a cart and horse.  It’s sad for a children’s story and has a lot more depth than you’d think. Is it a story about growing up and facing reality? Is it about the boy’s struggle to please his father even if it means killing his creativity? Is it simply a story about telling the truth? “All of Dr. Seuss’ stories are brilliant in their simplicity. None of his stories tell you what to think, they let you draw your own conclusions. That’s why they’re so popular – everyone can relate to them,” says Dea Goldsmith, Echo-Factory Creative Director. Most creatives feel like Dea. For us, that story represents everything that art should be – simple, original, memorable and open to interpretation. It’s the kind of work we stay up nights trying to create. “In advertising, we’re constantly looking for those simple connections. For every project we work on, I force myself to take a step back and think what’s the simplest way to solve this problem? More often than not, it’s the simple solutions that are the most poignant,” says Dea. Seuss also had the courage to trust his audience, something we ask clients and ourselves to do more of every day. As Dea puts it, the best art (and ads) are the ones that allow audience members to find their own insight instead of beating them over the head with a theme or message. But, perhaps the biggest reason we love Dr. Seuss is because he gives us hope. According to a story on NPR, Dr. Seuss almost never was. After Mulberry Street was rejected 27 times, Geisel had given up on the book. Then, he ran into a friend who also happened to be a children’s book editor at a publishing house. He published the book in 1937, giving Geisel the jumpstart he needed to become Dr. Seuss. So, from all of us at Echo-Factory, we say thank you to Dr. Seuss for all his inspiration, past, present and future. 2012-01-28T00:12:07+00:00 http://www.echo-factory.com/index.php/blog/why_sopas_bad_for_business/ http://www.echo-factory.com/index.php/blog/why_sopas_bad_for_business/#When:23:43:08Z If you were anywhere near the Internet on Wednesday, you saw our website and thousands of other sites including Wikipedia and Google participate in a blackout protesting the Stop Online Piracy Act (SOPA) and its corresponding bill, the Protect IP Act (PIPA). Announcements, News 2012-01-20T23:43:08+00:00 http://www.echo-factory.com/index.php/blog/advertising_trends_in_2012/ http://www.echo-factory.com/index.php/blog/advertising_trends_in_2012/#When:01:04:29Z If your resolution is to have a better business year, consider spending more on advertising. To help you figure out where to spend your money, here are the top five advertising trends for small (and large) businesses in 2012. If your resolution is to have a better business year, consider spending more on advertising. It’s been proven that companies who advertise have higher sales than those that don’t – this is especially true during a recession. To help you figure out how to spend your advertising dollars, here are the top five advertising trends for small (and large) businesses in 2012. #1 Online Videos – Companies are beginning to realize what Hollywood and video sharing sites like YouTube already know: everyone loves a good video. Heck, we even love bad ones. On an average day, you’ll find over 100 million people watching online videos. Why is that good for you? Well, online videos aren’t just popular, they’re also a great way to add interactivity to your website and get people excited about your company. Plus, they’re way more affordable than buying ad space on TV. Create a video and you can post it on your website and other sites for as long as you want for free. #2 Mobile Devices – This year, market research firm, In-Stat, estimates that over 630 million smartphones and 56 million iPad and Android tablets will be used. With all those people using their mobile devices to search and view content, it’s in your best interest to make sure your company’s mobile friendly. Set up text alerts for customers, create a mobile version of your website, create an app for your customers and run mobile ad campaigns. #3 SEO + Social Media – You’ve been told a good SEO campaign will improve your website’s search result rankings. That’s still true only now you need social media too.  Search engines are increasingly using social media for search rankings which means your company gets pushed farther down in the rankings if you’re not consistently updating your Facebook, Twitter and other social media accounts. #4 Local Deal Sites – Born during the recession, sites such as Living Social and Groupon are continuing to rise in popularity. By participating in these sites, you can introduce people to your product or service and ideally gain repeat customers willing to pay full price once the deal is done. However, before you invest in one of these sites, be sure to get info about expected ROI – both during and after you offer a deal. #5 Email Blasts –  Ok, email’s been around a long time, that’s true. But, our ability to send the right information to the right people is growing stronger. Whenever you email, first think about the information you’re sending and who’d be interested in it. Then, segment your email list so that you’re only sending an email to those interested people. Above all else, don’t email people more than you need to. If you’re not sending relevant info, don’t send it at all. Happy New Year from all of us at Echo-Factory. Hope your year is full of advertising that gets results. 2012-01-14T01:04:29+00:00 http://www.echo-factory.com/index.php/blog/troy_lee_rider_wins_season-opener/ http://www.echo-factory.com/index.php/blog/troy_lee_rider_wins_season-opener/#When:01:29:44Z Photo by Jeff Kardas At Saturday night's AMA Supercross season opener, Troy Lee Designs' rider Cole Seely came from relative obscurity to win the first race of the new year. We love to see our clients win - and Cole's victory Saturday night was symbolic of so much of what Troy Lee does right. Ray was at the race, and came in this morning talking about how distinctly the Troy Lee riders' gear stood out from every other kit on the track. And that's not something unique to this race. Troy Lee gear has come to epitomize a unique combination of technical brilliance and industry leading style. Troy Lee Designs' tagline is, "For The World's Fastest Racers." We don't know of another company that so completely lives their tagline. So - congratulations to Cole and everyone at Troy Lee Designs. We're sure this is just the first taste a great season for your racing team. News 2012-01-10T01:29:44+00:00 http://www.echo-factory.com/index.php/blog/b-to-b_companies_need_image_boost/ http://www.echo-factory.com/index.php/blog/b-to-b_companies_need_image_boost/#When:22:35:58Z In the last few years, business-to-business (b-to-b) companies have begun to realize what business to consumer (b-to-c) companies have known all along. Image matters. It’s time B-to-Bs updated their look.In the last few years, business-to-business (b-to-b) companies have begun to realize what business to consumer (b-to-c) companies have known all along. Image matters. Most b-to-b companies don’t have good branding because they’ve never had to in order to get results. Unlike b-to-c companies, spending money to look good in print and broadcast media was often a low priority. B-to-bs were better served generating business through direct sales force efforts and trade press, with image and collateral material taking a back seat. But, all that changed when the world went digital. Today, people expect to find information about your company online. If you’re not on the web or your website is shoddy, it gives a negative impression, that your company is outdated and unprofessional.  If you think you’re not in the image business, think again. Your branding and web presence profoundly affect how customers perceive you. As a b-to-b company, you’ve probably never had a storefront. But, that’s what your website is, a storefront. It’s usually the first interaction potential clients have with your company. Because of this, your website should not only present a dynamic and professional image, it should also reflect the essence of your company, what you do, your culture, personality and values. A good website will provide ways for the public to interact with you, just as if you had welcomed them to your “store.” However, a dynamic website is only the first step towards building a solid online presence. You also need a good SEO campaign. In a survey of 2,500 small businesses in the U.S., search engine optimization or SEO was chosen over paid search, mobile, social and traditional media as the marketing tool businesses would use if they could only choose one. Why? Because, SEO makes it easier for people looking for the things you provide (i.e. new customers) to find you. Today, B-to-bs who invest in their brand, image, collateral material and online presence are finding that it pays big dividends, creates new opportunities and amplifies the efforts of their existing sales teams. So, if you don’t have a strong online presence or an online presence at all, now’s the time to get one. You don’t want your competitors to show you up or worse, get the opportunities that should be yours. 2012-01-06T22:35:58+00:00 http://www.echo-factory.com/index.php/blog/getting_people_to_watch_your_video/ http://www.echo-factory.com/index.php/blog/getting_people_to_watch_your_video/#When:21:27:13Z If you’re a small company, you probably can’t afford a TV campaign. But, you can afford to upload a video on youtube and other video-sharing sites. However, like TV, you’ll have to compete with a lot of other videos for attention. So, how do you get people to watch? If you’re a small company, you probably can’t afford a TV campaign. But, you can afford to upload a video on youtube and other video-sharing sites. However, like TV, you’ll have to compete with a lot of other videos for people’s attention. How do you get people to watch? First, consider your target audience, then tap into what they think is entertaining. A great example of this is the commercial we did for Buckle Down Belts, a company that manufactures trendy belt buckles and other accessories. Haven’t seen the Buckle down video? Watch it now. Buckle Down’s primary target is young adults. More than anyone else on the planet, young adults are dialed into pop culture. That’s why our video features some of the latest dance moves including the Bernie. If you’ve never heard of the Bernie, it’s a dance based off the main character in the 1989 film, “Weekend at Bernie’s.” Another thing young adults don’t like is being told what to do. For that reason, we chose to do a mock PSA, making fun of all those preachy ads that tell kids not to do this and not to do that. We figured they’d appreciate the humor. Above all, young people want to be entertained. No one wants to watch a video about belts so we made it about entertainment, allowing the dancers to be the focus. We wanted the target audience to think of Buckle Down as a hip brand, not one desperate for sales. The video is subtle, it doesn’t gag you with product descriptions or show actors faking love for Buckle Down. For a few moments, you forget you’re watching a commercial and that should be your ultimate goal. You want to create a video that gets people excited, the kind they want to share and discuss. Because, once people are talking about your video, it’s only a matter of time before they start talking about how great your brand is too. 2011-12-16T21:27:13+00:00 http://www.echo-factory.com/index.php/blog/echo-factory_buckles_down/ http://www.echo-factory.com/index.php/blog/echo-factory_buckles_down/#When:00:03:27Z We just finished shooting an online video for Buckle Down, a company that manufactures trendy belt buckles and other fashion accessories. If you haven’t gotten a chance to see it on youtube or Facebook, you can watch it here now. We just finished shooting an online video for Buckle Down, a company that manufactures trendy belt buckles and other fashion accessories. If you haven't gotten a chance to see it on youtube or Facebook, you can watch it here now. Echo-Factory handled the concepting, scriptwriting, casting, production and editing for this piece. 2011-12-10T00:03:27+00:00 http://www.echo-factory.com/index.php/blog/finding_a_great_tagline/ http://www.echo-factory.com/index.php/blog/finding_a_great_tagline/#When:00:00:34Z Coming up with a good tagline can be challenging, but, when done right, a tagline can enhance your company’s image and overall marketing. Branding projects are popular right now at Echo-Factory so we’ve been doing a lot of logo comps and taglines. As a copywriter, coming up with a tagline is one of the most challenging parts of my job. Why? Because a company’s tagline has to define them. It has to sum up a company in roughly seven words or less. Seems impossible, but it can be done. And, when done right, a tagline can enhance your company’s image and overall marketing.  So, whether you’re a new company creating an identity or an established company looking to rebrand, here are the top three things to look for in a good tagline.  #1 A good tagline is memorable.  Your tagline should be easy to say and easy to remember. There shouldn’t be any industry jargon or overly big words. In a study conducted by two marketing professors from Cal State Fullerton, the most memorable taglines were short, had been used for a long time and had millions of dollars behind them. If you don’t have millions to spend, don’t lose heart. You can still get people to remember your tagline as long as you keep it simple and use it consistently for a long period of time.  #2  A good tagline advertises a benefit.  Identify the main benefit your company offers and include it in the tagline. You want people to see your tagline and instantly grasp what your company can do for them that other companies can’t. Remember, make it about benefits, not features. If you’re selling jeans, highlight that the jeans make people look and feel hot (benefits), not that they’re 98% cotton (a feature).  #3 A good tagline isn’t generic. You want to create a tagline that will only work for your company. The worst taglines are those that are so general, they could work for any company. For instance, let’s say your company creates light fixtures and your tagline is “Creating the best.” The best what? That tagline could be used by any company that makes a product – not helpful when you’re trying to differentiate yourself from competitors. Once you create a tagline that meets these three criteria, make sure to do an Internet search to see if someone is already using your fabulous line. If not, you can claim it as your own. 2011-12-03T00:00:34+00:00 http://www.echo-factory.com/index.php/blog/writing_effective_press_releases/ http://www.echo-factory.com/index.php/blog/writing_effective_press_releases/#When:23:06:21Z Lately, I’ve been writing press releases, some for clients, others for our agency. Why? Because the press release is one of the best marketing tools available.  It’s free publicity for your company. There’s only one problem: everyone loves the press release. And, since publications only have so much space, you’re forced to compete with a ton of other people to get your press release picked up. However, there are a few things you can do to make your press release more attractive to the media. Lately, I’ve been writing press releases, some for clients, others for our agency. Why? Because the press release is one of the best marketing tools available.  It’s free publicity for your company. There’s only one problem: everyone loves the press release. And, since publications only have so much space, you’re forced to compete with a ton of other people to get your press release picked up. However, there are a few things you can do to make your press release more attractive to the media. Un perro con Noticias, by ajagendorf25. Rule 1: Tell a good story. Reporters get tons of press releases every day. That means you can’t just slap some words about your company on a piece of paper and call it done. You have to create a story that others will find interesting. The trick is to find a creative angle. For example, a story outlining your company’s new hiring policy is just boring. But, a story about your company hiring 500 people in the community, based on a new hiring policy, now that’s worth a second look. Same story, different angle. Rule 2: Avoid Fluff. The goal of your press release should be to deliver relevant information about a topic. That means get to the point. Ideally, your press release shouldn’t be more than a page. So, don’t add flowery language or include details that detract from the overall story. Just put in the details, research and quotes that support your story. And, by all means, pick a newsworthy topic. If nothing comes to mind, check out this list to see if any of the topics will work for your company. Rule 3: Connect with Local Reporters. Distributing your press release on the wire gets it out to publications all over the country without having to send one email or make a single phone call. But, for local papers, it helps to reach out to the reporters. Send them an email that pitches your story. The introduction should be no longer than four to five sentences telling the reporter why he/she should care about your press release. Make sure to tailor your message to the publication. For instance, if you’re sending a press release to your city paper, try to include a reason why what your company is doing is good for the city, business community, etc. And, look for reporters with interests in your topic. Have a story about your company’s newly patented technology? Send it to the technology reporter, not the one who covers entertainment. You’re much more likely to get a positive response that way. If writing press releases seems like a lot of work, it is. If you don’t think you have time for it, you probably don’t. However, press releases are an important part of PR strategy so you can’t just forget about them. What to do, what to do…Hire someone, you say? Why yes, that sounds like a brilliant idea. Hire Echo-Factory? Even better. 2011-11-18T23:06:21+00:00