Summer Recipes

It’s officially summer. Hurray!
And a perfect time to share some of my favorite summer recipes.

Black Bean and Couscous Salad
A fellow Eire-ite turned me on to this salad years ago and I can’t get enough of it once summer hits.  It’s healthy, refreshing, and a real crowd pleaser.

Chipotle Turkey Burgers
One day I happened to overhear Oprah (on television, not in real life!) bragging about these turkey burgers. They really are the very best. The chipotle heats them up and the chutney rounds them out with sweetness. My husband would eat these 3 days a week if I let him!

Strawberry Lemonade Bars
Anyone who knows me knows I don’t believe in cooked fruit. This recipe uses strawberry jam and I can live with that! I’m thinking about whipping up a batch for my daughter’s next lemonade stand. Show her how to enhance the customer experience and build loyalty!

Champagne Sangria
There are so many great summer coolers out there, it’s hard to pick just one. But champagne sangria is simple and bubbly and festive. Cheers!

Top 3 Trends to Watch in 2015

At the start of every year marketing professionals try to predict what’s to come. What trends will shape the industry? What technologies will people embrace? And most importantly how can I leverage these trends to connect consumers with my brand? Interestingly enough, regardless of what’s hot and what's new, tried and true marketing principles are at the core of the best strategies. Timely, relevant content is still the key to unlocking and building relationships between consumers and brands.

1) Second Screen Syncing
While younger consumers continue to cut the TV cord for online and digital platforms many consumers still continue to watch traditional TV.  Consumers are spending an increasing amount of time in front of the TV with digital and mobile devices. Social media is one of the main ways people are interacting with TV content and TV content is a staple of social media conversations. The challenge for marketers is to understand multi-screen environments and how content flows between channels.

In order to win in this environment brands must focus on developing relevant content and leveraging the appropriate channels to reach consumers in a timely manner. Marketers should explore second screen syncing as part of their media plans. Second screen syncing allows coordination between when a brand’s TV Ad airs and when (within seconds) consumers see a complimentary ad on their digital screens.

• Only 77 percent of Millennials reported watching TV (traditionally) compared to 86% of GenXers and 91% of boomers. (2)
• AdReaction multiscreen study suggests 35% of all screen time is simultaneous use of TV and another digital device. (1)
• 2014 saw a strong growth in online video multi-screen advertising up from $8 to $11 billion globally. (1)

2) Social Butterflies Get Tired
Facebook is now 10 years old and social media platforms continue to change at break neck speed.  With so many platforms to choose from consumers are becoming increasingly picky and are gravitating to more selective communities. Younger consumers who drive social media trends don’t want to be on a platform that is perceived as out dated – or heaven forbid one that Mom and Dad are also on. New social networks are location, subject and format based, allowing brands to create a greater affinity with consumers.

Just because a social media platform it the new hot thing doesn’t mean it’s the best platform for your brand. The challenge for marketers is to stay abreast of new platforms (such as Vine, Periscope and Snapchat) and evaluate them against brand objectives.  The focus must remain on how best to connect the brand with consumers in a community that’s the best fit to tell the brand story.

• Vine added 27 million new mobile app users leading the “micro-video” trend which emerged as the most popular marketing approach of 2014. (1)
• Snapchat now has more 14-17 year old users in the US than Twitter. Brands including Audi, Taco Bell, and McDonalds are active on Snapchat. (1)

3) “Internet of Me”
The “Internet of Things” is becoming the “Internet of Me”. Gizmos such as wearables are becoming the new normal. There is a massive acceleration of the use of mobile devices and platforms to track everything from your health (Fitbit), to mobile payments (ApplePay) to managing your life and staying connected (iWatch). Smart phones are getting smarter and as a hub for all connected platforms, smart phones use data to create better, personalized experiences. Consumer behavioral shifts will continue to drive innovation in smart phones, wearable technologies and connected devices providing marketers with robust channels to connect with consumers by providing two-way communication based on real time data.

The increase in connected objects will create new consumer behavior data. Marketers must learn how to access, evaluate and use the new data to enhance customer engagement.  Marketers must make sure consumers have a great experience with their brands while using connected devices.

• Searches for smart lightbulbs up 36% in 2015. (3)
• 4.9 B “connected things” will be in use globally in 2015, up 30% year over year. (3)
• American’s now spend 151 minutes per day on smart phones, more than TV or laptops. (1) 

Sources:
1) Millward Brown 2014 Digital Media Predictions Year End Review
2) Millward Brown 2015 Digital Media Predictions
3) Google Data, December 2014

Facebook CTAs Available

Successful brands on Facebook have specific and measureable goals tied to their Facebook page. To help businesses reach their objectives and measure goals, Facebook recently introduced the “call-to-action” feature. The valuable new tool was created to help businesses fulfill their most important objectives through their Facebook presence. The seven call-to-actions available include:

1. Book Now
This button allows users to conveniently book an appointment, make reservations or buy tickets without having to leave the page.  

2. Contact Us
Feature that gives users the choice to contact the business via email, phone or by filling out a contact form. This button can also be used to direct users to the business’ website to increase traffic and clicks.

3. Shop Now
This button is available for any business with an online store. The Shop Now button can take users to new product releases and expose them to any available deals or promotions.

4. Watch Video
Videos allow businesses to educate users about their brand or drive users to a specific campaign video.

5. Play Game
Businesses in the gaming industry can use this feature to give users the opportunity to play free demos, and feature new releases. Users can also be directed to the business’ iTunes pages where they can view more details and purchase the game.

6. Use App
The Use App feature helps businesses with apps promote and increase downloads. The fast-food chain restaurant, Taco Bell, used the feature to drive users to their website where they received instructions on how to download the app to their mobile device.

7. Sign Up
This button makes it easy for users to sign up email lists, webinars or register for events.

Businesses can implement the available call-to-action buttons to fulfill their set objectives, but it’s important to choose wisely. A CTA should connect with the current communications being used on the business’ page and enhance the overall user experience. The infographic below highlights the popularity of buttons and specifies which buttons are most popular based on industry.

Facebook’s call-to-action buttons were launched earlier this year to U.S. users and are scheduled to be available globally by the end of 2015.

The Newest Eire Team Member

He’s quick on his feet, very friendly and loves to sink his teeth into a good rawhide – he also happens to be a 3 month old puppy named Loki! He makes regular visits to the office for puppy breaks and to say hello to everyone with a wagging tail.

He provides many entertaining stories for the office from his dislike of going out in the rain, his shark-like puppy teeth and the trouble they get him in, to his love of napping on the couch.
    
Loki, like the rest of us, can’t wait for some warmer weather to enjoy Chicago in the the summer! Check back for more #adventureswithLoki!

While we welcome a new team member, we also want to say good bye and good luck to an Eire team member – Tina Rich. She and her family are moving to the land of coffee and rain known as Seattle and while we will miss her, we wish her all the best in her new adventure!

Responsive vs Adaptive Design

 

Now more than ever, the next greatest innovation for the internet is always just around the corner. The buzzword I’m starting to hear most often is “responsive”.

Most people know of responsive web design as something that will look good on any platform. While this is true, there’s a completely different style of web design, called adaptive web design, that is equally as important in the mobile internet game. As these styles of mobile-conscious web design become the norm, it is important that we know which style will suit our needs and desires.

So here’s the gist for Responsive websites:
They are about creating the optimal viewer experience for any possible platform. They are based on a fluid grid that has been coded to “respond” to any size or layout change, and will morph to jump through whichever hoop you need them to jump through. What I like about responsive websites is that they feel right. As mobile consumers, we physically interact with websites without even thinking about it. We pinch. We expand. We rotate. We swipe. Heck, I even caught my 2 year old niece swiping with the finesse of an Apple fanboy! To me, responsive websites are the hard code answer to this phenomenon. They will rearrange themselves how you want them to be, and they’ll do it seamlessly. Check out these links to see some great examples. And make sure you look on all of your devices (that’s really the whole point).

http://delaneau.com
http://www.catalogue.bonobojeans.com
http://joyintermedia.com

So what about this whole “Adaptive” thing?
Adaptive websites are also all about making sure your website is the best it can be on all devices. But they go about this in an entirely different way. Instead of creating one layout that will look good on anything, adaptive web designers design one layout for your iPhone, one for your tablet, one for your mom’s Android, and one for grandma’s Nook. When someone plugs in a URL, the code detects what device they are using and pulls the proper layout for that device. This way, designers can optimize for their exact audience. On an iPhone? A designer might prefer to prioritize the “Find a Location” feature in their design, since their audience is on the go. So when you have more hoops to jump through, one website doesn’t have to morph to jump through multiple hoops, like in responsive. Instead, you have a website that will fit each hoop.

So which should I choose?
Both responsive and adaptive websites have their benefits. In my opinion, responsive websites are going to be your best long-term investment, as you shouldn’t need to do too much maintenance and they will change with emerging technology. However, they are harder (and more expensive) to create because you will need a design that is flexible enough to change into so many things. And they take longer to load since you are pulling up a much larger piece of code. Adaptive websites will need to be updated as new screen sizes become popular in the market, but do not need to be as initially flexible as responsive designs. Since they are one design per device, their load times can be lightning fast compared to responsive designs. Finally, because all of these layouts are technically different URLs, adaptive websites aren’t the easiest for search engines to find.

Pros and cons of both aside, it’s probably time to take a long, hard look at that old fixed width website and think about upgrading. 

P.S. If you’d rather just look at some great GIFs explaining all of this, check out this article that one of our great designers shared with me.

Eire Direct honored as Company of the Year!

 

Ricker Rewards!

Every year Rickers Oil Company in Indianapolis recognizes a partner for an outstanding contribution to the success of their company. This year, Eire Direct has been honored as Company of the Year for development of the new Ricker’s Rewards Loyalty Program. From strategy and program design to technology sourcing and program implementation, Eire, led by Kelly Mahoney, was responsible for this critical, strategic Ricker’s initiative. Implementation went smoothly, the program is up and running, and we had fun along the way! Thanks to Ricker’s for this recognition. We couldn’t be prouder.

Mail in the Digital Age – The Private Life of Mail

I have talked before about direct mail and its value in an effective marketing campaign. And now thanks to an 18 month research project we have some insight on what actually happens to mail once it enters the home.

In “The Private Life of Mail,”[1] researchers found, while we live in a fast-paced digital culture, humans still stop and smell the roses… or should I say mail.

Here are some detailed results.

39% of consumers display the mail.
Thirty-nine percent of consumers say they have a dedicated display area in their home where they put mail. This reinforces the value of great design. The takeaway? Design direct-mail vehicles in a creative and fun way, and they will get noticed. Aim high! Your piece could be displayed in the bathroom.

23% of mail is passed around.
An average of 23% of all mail is shared between people in a household. Twenty-one percent of promotions and special offers are shared. “If you give people a positive reason to share or discuss your mail, your brand will start being talked about, allowing your message to reach more people.”

Mail is kept in a household for 17 days, on average.
This depends on the type of mail, but on average, advertising mail is kept for 17 days, door drops for 38 days, and bills and statements for 45 days. “This means a single piece of mail can have a big impact and presents multiple opportunities to be seen, often over a period of days or weeks.”

People place 24% more value on something they can touch.
Human beings are highly visual, but people value something they can see and touch 24% more than something they can only see. “Send an offer by mail and recipients will perceive it as worth more than the same offer on screen.”

57% say it makes them feel more valued.
Anyone can send an email these days. Mail takes more effort and investment . . . and your recipients feel and respond to it.

Email, social media, and mobile are powerful forms of communication, but none of them match the staying power and impact of direct mail. Don’t miss the power of this highly cost-effective channel.

[1] “The Private Life of Mail,” U.K. Royal Mail, February 2015

St. Patrick's Day.

After 27 years celebrating with our clients and vendors, this year Eire decided to bring the party in-house and just enjoy some time with one another, corned beef sandwiches, and Kyle's latest favorite cocktail (something with salted caramel vodka). Of course, one thing led to another, and a troop of us headed across the street to top ourselves off with some green beer (or pints of Harp), Irish music, and continued good times. We managed to document the event with a group shot of the final six revelers. Sláinte!

Our Favorite Super Bowl Commercials.

The Super Bowl is all about the appetizers and commercials if your team didn’t make it to the big game (go Colts!). Days prior to the Super Bowl there was a lot of hype surrounding specific ads, as a few were released early on YouTube. I will say I had no interest in the game this year so I devoted all of my attention to the commercials and a majority of them did not disappoint. However, there were quite a few commercials that took a different route than the typical Super Bowl ads we’re used to seeing.

In the past, Super Bowl commercials use to be about which brand had the funniest commercial and generated the most laughs/buzz. This year several ads took a different approach and were very heartfelt and emotional. Some people might say they were trying to connect with viewers on a deeper level while critics categorized them as ‘depressing.’ Overall, there was a wide variety of commercials to capture all audiences. Below I have listed three takeaways from the Super Bowl commercials:

1. Featuring a puppy in a commercial is always a winner. For the third year in a row Budweiser used the ‘lost puppy’ commercial and it did not disappoint. This commercial had a lot of buzz prior to the Super Bowl. The ad went up on YouTube a few days before the Super Bowl and racked up 17.8 million views before it aired Sunday night. Budweiser won my vote for favorite commercial.

2. If you want to create a lot of buzz, feature a celebrity in your ad. Celebrities were a popular theme with this year’s commercials. They ranged from Rex Lee and Brett Favre’s Wix commercial to Liam Neeson’s Clash of Clans ad and Kim Kardashian’s T-Mobile performance. I really enjoyed Katie Couric and Bryant Gumbel’s BMW commercial which starts off with a flashback to a conversation in 1994 about the new fad called the ‘Internet.’ However, my favorite celebrity commercial has to be the ‘Invisible Mindy Kaling’ Nationwide ad that also featured Matt Damon. This commercial was creative, fun, and very comical – everything I want in a super bowl commercial.

3. Ads that send positive messages regarding peace and love are bound to be a hit. Two ads that I thought shined due to their messaging were McDonald’s and Coca-Cola. McDonald’s slogan ‘I’m Loving It’ took a twist with their current promotion and ad ‘Pay with Lovin.’ In this commercial costumer’s are asked to perform a loving gesture as payment for their food. Where Coca-Cola sends the message ‘The world is what we make it #MakeItHappy’ in regards to bad internet behavior and bullying. Now these were two non-comical commercials that I enjoyed because they weren’t tear jerkers and sent positive messages

What were your favorites?