CBS Sunday Morning

 

My favorite thing to do when I wake up on Sunday morning is to watch the television program CBS Sunday Morning with Charles Osgood. This program is always full of “feel good” stories and there’s always a story that brings a tear to my eye. These tears come straight from the heart. With all the shootings and bad things you hear every day going on all over the world, this hour and a half show proves that there are still really good people out there. 

Every week there’s a commentary segment and a couple Sundays ago, I found this commentary from Paula Poundstone to be very interesting. It’s called ‘Electronics and kids’ brains don’t mix’. She talked about an addiction to smartphones, tablets and video games being no good for developing brains and asks, “Are we all spending too much time looking at screens?”

While she’s only a comedienne and not a doctor or a psychologist with the credentials to support this fact, she still brings up some very interesting comments. I guess I support her points of view because I don’t consider myself “addicted” to electronics. In this day and age, I believe there are more people addicted to electronics than those who are not. Read or view her commentary and decide for yourself. Let us know what you think in the comments!

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?

Eire's in the Holiday Spirit!

This past weekend I was looking at emails and ran across a video of a man walking up to people on the street and asking them for a hug. I have included the short video below, but you will see every person he encountered on the street walked out of their way way to get around him. The video then cut to a shot of the same man asking to hug a homeless person. Each homeless person he encountered gladly hugged him back. At first I didn’t think much of the video but later that afternoon I was laying around the house not doing anything in particular.

I am part of a parish teen group and each year at Christmas we participate in an annual Christmas Carol and Gift Exchange with a group of developmentally challenged women from St. Mary of Providence, www.smopchicago.org.

I just didn’t feel like getting off the couch, but I ended up driving down to the facility located on the Northwest side of the city. Each year I supply the Santa outfit for one of the teen boys to wear and hand out the gifts. This year I forgot the beard, belt and boots and as I arrived the teens said that I had to wear the outfit because I was the only one with a grey beard – I fit the part.

Well, as I walked out into the gym I had over 90 woman wanting to see me. Some talked very softly about what they wanted, a couple dropped off letters, but every person came up to me and hugged me. I was grinning from ear to ear. What a gift! And just hours before I was acting like those people in the video not wanting to engage. A simple smile or a simple hug is such any easy thing to do and that small act gives so much joy to those giving – and those receiving – the HUG. 

As you can tell from the photos I had a great afternoon. What a great way to get into the Christmas season!

The Orphaned Sea Otter Pup 681

Who knew a baby otter can be so fluffy and adorable!  The story of Pup 681 has gone viral so if you haven’t heard about this heartwarming story of rescuing an abandoned baby otter, this is one you’ll want check out.

Curious how they came up with the name for the Pup 681, her story begins with being abandoned at just a week old on September 30. She weighed less than 2 ½ pounds, apparently small for a baby otter, and had been separated from her mom for more than 16 hours. The Monterey Bay Aquarium found her alone on a California beach where they quickly started rehabilitation.  It was critical she started consuming calories as quickly as possible in order for her survival. 

Pup 681 made it to her new home at Chicago’s Shedd Aquarium on October 28, where staff makes sure she has round-the-clock care to learn necessary otter life skills of grooming, foraging and feeding. Normally, sea otter pups stay with their mother as long as eight months so this little pup has a lot to learn.

The tiny pup – now 5 weeks old and weighs a healthy six pounds — is also learning how to regulate her body temperature by moving to a dry towel when she’s done swimming. She’s reaching new milestones every day like taking formula from a bottle and eating shrimp and clams.

Sea otters were listed as threatened under the U. S. Endangered Species Act in 1977, and have made a slow recovery in California. In 2014, the population was 2,944, a growth of five (that's right FIVE) from 2013, according to the United States Geological Survey. 

For now, Pup 681 is still behind the scenes at the aquarium as she continues to grow. You can see her in action in the video above. Her squeaking sounds will simply melt your heart.

AirBnB vs. HomeAway

I'm sure all of you have heard of AirBnB and some of you may know HomeAway/VRBO. These websites offer options to booking a hotel room that are generally cheaper, more unique and more personal. You can rent a spot on a couch or a chateau.

Overall, AirBnB seems the better option for solo or coupled travelers to big cities who are on a budget and don't mind sharing a condo or townhouse with the homeowner or other travelers. There are many options for private accommodations on AirBnB, but the savings are not as significant. A million years ago I shared a "flat" in London with 3 other travelers and saved a bunch of money. I pretty much just slept and showered there so "the others" didn't bug me.

AirBnB gets a lot of press (good and bad) and they have done a great job creating awareness of the whole vacation rental industry. In reaction to the bad press, they have developed a whole battery of safeguards that protect both the guest and the homeowner. Reservations and online payments are easy and the review system works both ways – both the homeowner and guest get reviewed.

HomeAway is geared more to families or groups of friends looking to rent a single-family home in a resort area, although there are great number of condos and homes available in big cities. Guests and homeowners are usually older than AirBnB users and the accommodations are generally more expensive. But for the money, you get a lot more space (multiple bedrooms/baths, plus kitchen and living areas) and privacy. Online reservations and payments are also easy and there are reviews for each property (homeowners don't review guests). HomeAway also has safeguards for both the guest and homeowner and they are constantly improving the guest experience.

There is a lot of debate in the comments sections of articles about AirBnB and HomeAway and which one is better. The bigger differences are on the owner-side about things like fee percentages and payment timing. A slight difference for the guests on HomeAway is that you can be put in direct contact with the homeowner before you actually book, allowing you to ask more questions and get a better read on the homeowner. AirBnB's system allows for anonymous e-mailing between both parties. Both sites have lovers and haters that boil down personal experiences and preferences. And just like Yelp reviews, you have to use your best judgement to determine if the property is right for you.

There are a few other sites that do vacation rentals, but these are the two biggest for their respective categories. Here is a link to an article that gives a nice comparison.

Oh, and if you need a weekend out of the city before, during or after the holidays, I happen to know of two:

The Hollywoods, South Haven, MI
The Prairie Wood, South Haven, MI

Social Media Psychology Lessons for Smarter Marketing

 
Social Media Week took place September 22nd – 26th in 11 different cities around the world. The conference attracted over 30,000 people across five continents. While reading various reviews and highlight posts, I came across an article that really intrigued me. “These 7 Social Media Lessons Will Make Your Marketing Smarter” discusses the seven key studies that contribute to enhancing your social media marketing skills. Below I listed the 7 lessons and some key highlights pertaining to each.

1. Change of Mind Before Publishing Post
Studies show that users often censor their posts prior to posting. A study conducted by Facebook researchers found close to 71% of users have typed a post or comment but decided not to post it. Self-censorship effects the content and content value shared on social media sites. Users are often hesitant to share certain information on social media due to fear of spamming their fellow users. This challenges marketers to ensure the information they share on social networking sites is interesting enough to be shared by its consumers.

2. Emotions Spread Contagiously Online
Similar to how emotions spread from person to person, emotions are also easily spread online via social media networks. Researchers from the University of California evaluated the frequency of negative posts on Facebook to more deeply understand the spread of emotions online. Researchers compared the total number of negative posts shared by Facebook users on a rainy day to Facebook users in other cities. They found that the negative emotions posted on Facebook due to the weather were impacting other users regardless of if their city was also experiencing rainy weather. This demonstrates how effective social media networks are in communicating thoughts and information in a short amount of time. Marketers can use this to their advantage and efficiently communicate their brands value to various consumers.

3. Impression Is Made Within Seconds With Profile Photo
To successfully gain users interest it is crucial for a business to have an “attractive” profile photo. Businesses should display a clear picture of their logo or something else that is closely related to your business and/or industry.

4. Selective Sharing Is Preferred More
The percentage of users that choose to share “everything” varies among countries. 15% of users in the U.S. share everything or most things online versus the world average of 24%. Africa, Asia and Latin America have high rates of oversharing which directly correlates to the amount of Internet penetration and oversharing also present.

5. Social Feedback Presents A Better Sense Of Belonging
Active social media users connect with others through posts, but also by giving and receiving feedback. Users that share information as well as provide feedback to other users feel more connected online. This is important for businesses and companies to consider when they are posting and interacting with consumers online.

6. Inspiring Content Improves Social Sharing
Businesses looking to promote themselves on social media networks should focus on posting content that inspires users. A study conducted by Jonah Berger found users were more likely to share content that positively impacted them. 

7. Oversharing Our Thoughts Is Best Way For Social Media Promotion
Social media users want to share their opinions, thoughts and experiences. With 80% of social media posts relating to a person’s own thoughts and experiences, businesses can benefit and use this to promote themselves.

Social media use continues to grow exponentially and has surpassed traditional media outlets. Although TV, radio and newspapers are still accounting for majority of the media time, consumers are spending more time online. These tips can help any business or company more successfully market themselves on social media sites.

*Image from Brain Box Lab.

The IoT – The customer is always engaged.

Lately I’ve heard the term “Internet of Things” in conversations with friends from varying backgrounds including healthcare, high-speed rail, chemistry, engineering, technology, and social media.  It peaked my interest that people from such diverse backgrounds were all excited about the same idea. I conducted some research and came across an article on Forbes about “The Internet of Things/IoT”. From what I’ve learned I believe there are some pretty cool things we as marketers and consumers can look forward to stemming from developments in technology and the increased interconnectivity it will enable.

The IoT is the interconnectivity between things using wireless technology (each with its own unique identifiers) to connect objects, locations, animals or people to the internet, thus allowing for direct transmission of seamless sharing of data.  In essence the IoT refers to everyday devices that are able to automatically exchange information over a network.  It describes how the objects in our world will help us manage our environment, provide useful information and savings.  The IoT will also allow marketers to better tell their stories and connect with consumers. I found the idea of the IoT particularly interesting given that Eire’s client ComEd is working on a major initiative focused on improvements to the Smart Grid which powers the IoT.  The smart grid allows new technologies to tap into the grid such as smart homes and the smart devices.

The Forbes article focusses on how the IoT will also help improve marketing ROI in the future. The key takeaway for me is that as a marketer, the IoT will provide me with access to better tools to stay connected with consumers in real time. I believe we’ve evolved from “The customer is always right” to “The customer is always engaged” and the IoT will facilitate that engagement.

Forbes Article Highlights:

5 Ways the IoT Will Make Marketing Smarter

1. Easy Exchange of Sales Data: Smart devices can gather data and supply it back to brands in real time allowing business to create informed marketing strategies and improve ROI on future sales.

2. Smarter CRM – Instantaneous Customer Analysis: When used in conjunction with CRM tools IoT will be able to efficiently and accurately analyze data providing actionable results regarding a brand’s customer base.

3. Devices that know they are dying: The IoT will enable devices to perform self-diagnostics, self-maintenance and self-upgrades. This will ensure device issues are proactively addressed, that consumers have the latest upgrades and facilitate ordering new devices.

4. Predictive Social Media: The IoT will allow marketers to predict the development of social communities and target their efforts toward these communities. IoT devices when coupled with social media will allow marketers to identify and take advantage of new trends.

5. Imagine 100% CTR (Click through Rate): The age of interruptive commercial will end for consumers as advertising will evolve to be completely relevant.  The prospect consumer will be served relevant ads as brands will have detailed understanding of their consumer’s behaviors and needs via information provided by connected devices.  It provides brands the opportunity to stop being seen as marketers as start being valued as business resources.

Change is definitely good!

After 18 years in our River North office space, we moved one block to our new River North office space.  One block didn’t seem like a big move, but it felt like we moved cross-country.  It wasn’t so much the packing, although we had way too much paper in every drawer we opened, but it was all the changes that come along with a new space and address.  The end result was definitely worth it.

We’re settled into a brand new space with everything bright and shiny, and all new equipment.  Our team worked really hard to make the change happen, and we all love the new space.  I guess our enthusiasm was contagious because we’ve been busier than we were before the move.  The changes made us re-evaluate how we work, how much paper we use (our biggest learning), and how we interact now that our work space is smaller and we’re all “closer” than ever before.

  

I have to say that I was reluctant to move and to change anything about how we were doing business – we were comfortable.  But, what I recognized is that the best way to make new things happen, and to generate new business and new ways of thinking about how we do business, is to change.  We started by changing our environment, and along the way, changed how we were viewing generating new business from both current and prospective clients.

Clients want to do business with teams who are current, motivated and feeling great about themselves and their agency.  It reflects in the work we do, and we all benefit in the end.  So, just when you think that making that change is too much work and not necessary…think again.  Our lives and the marketplace are moving more rapidly every day, and to keep up, we have to move faster.  This often involves change…and, it’s good!

One of my favorite quotes on change…”If we don’t change, we don’t grow.  If we don’t grow, we are not really living.” – Gail Sheehy

We're Hiring: Traffic Coordinator

UPDATE: This position has been filled. Thanks to all the people who applied.

Please share if you know anyone looking for a job that meets these requirements. Thanks so much!

Traffic Coordinator  Job Description

Eire Direct, a boutique marketing agency in the River North neighborhood of Chicago, is currently seeking a motivated individual who enjoys a flexible and creative atmosphere. The traffic coordinator will be an integral part of the creative and production team. From onset of all new creative projects through finalized product to production, candidate should be a great team player and have strong organizational and time management skills.  Eye for detail a must.  Job responsibilities include:

•  Assist creative director and production supervisor in daily management of creative projects
•  Manage all traffic functions between creative and account service
•  Assist art directors in prioritizing daily workloads
•  Develop/manage all creative schedules on a project-by-project basis
•  Proofread all rounds of creative changes, with attention to typos, layout changes,
consistency of message, etc.
•  Work with account service team to communicate layout/type changes and requests back to creative team
•  Interpret client/account service suggestions, make creative recommendations
•  Ability to handle ongoing changes within tight deadlines
•  Work with account service to prioritize creative workload when necessary
•  Work with production supervisor to quote print jobs, review proofs, attend press OKs as needed
•  Work with production supervisor to learn postal regulations and requirements
•  Attend all creative input meetings
•  Attend all weekly status meetings
•  Maintain creative/production project files
•  Maintain sample files
•  Simple working knowledge of Adobe creative suite software a plus

Experience needed:  1+ years of experience in marketing or advertising coordinator position, or applicable project management role.  Competitive benefits package.

To apply, please provide cover letter and resume to jobs@eiredirect.com.

Film: Finding Vivian Maier

 

Last week I had the opportunity to go see the documentary film, Finding Vivian Maier, about a street photographer who spent the majority of her life in and around Chicago.

Vivian's story and artwork are unique because she was virtually unknown until a box of her negatives was purchased, after her death, by Chicago resident John Maloof for a book-writing project. Not quite suited for his needs, they were set aside until he eventually began scanning the negatives and created a blog posting the images. Maier's work is stunning.

The more he investigated this artist, the more he learned about her whereabouts, career as a nanny on Chicago's North Shore, and most importantly, her pursuit of photography. Literally thousands of negatives were uncovered in a storage unit, along with other memorabilia that filled the space floor to ceiling, wall to wall. There were also boxes filled with undeveloped rolls of film.

The film follows the pursuit of Maloof to uncover what he could about Vivian Maier. What unfolds is a series of interesting interviews, interspersed with image after image of Chicago and New York streets and residents, self portraits and even short "home movies" of herself and the children she helped raise. But regardless of all the clues left behind, you're still stuck asking questions and wishing there were more details. Vivian Maier was fascinating.

Without wanting to give too much away, I'll just say it's been over a week since I saw this documentary, and I find myself thinking about it daily. Wondering about this strange, complicated woman and going back again and again to look at her beautiful, tortured, stark and emotional images. If you have any interest in Chicago, photography, and eccentric artists, this is a must-see film.

*All images from website.

Billboard Advertising

 
Some people may believe that billboard advertising has become outdated. I happen to agree. In my opinion, they are not as effective as they once were and are usually rather plain and boring. The last time I took a good look and recognized a billboard was when I was on a road trip playing the Eye Spy game. Especially living in the city, I find bus stop ads, truck wraps, and ‘El’ stops ads more effective.

However, after coming across some articles on creativebloq and hubspot I may have to rethink a few of my comments, as there is nothing plain or boring about the billboards in the links below. It seems that if billboards are clever, creative and used in the right way they can be effective and memorable. My verdict is still out. What do you think?

http://www.creativebloq.com/design/billboard-advertising-1131681
http://blog.hubspot.com/marketing/creative-billboards-around-world

A Conversation...

...is an art that we cannot let slip away as we become more and more dependent on technology.  I know that it is easier and quicker to send an email or text to get your message or question to someone.  But, with clients and team members, you can't under estimate the power of meeting in person and really having a conversation.

I don't mean a transactional dialogue where you're just exchanging facts.  I mean a real conversation where you are listening (not looking at your smartphone or checking email on your laptop) and participating.  It's amazing how much trust and understanding is built when you are able to look someone in the eye, read their body language and actually hear the words being said as they're intended.  I think that more problems and conflicts could be avoided if we just took the time to walk over to talk with a team member - try and solve the problem together instead of just pushing your own views back and forth in writing.  When taking feedback from a client, it's so much better to understand the context behind their changes or to hear why they are satisfied or dissatisfied.  Not every situation warrants an in-person meeting.  Sometimes a phone call can be just as effective.  And, in many instances, email can be the best choice for communicating if the information being shared is mutually understood.

The 'art' is knowing when this just isn't enough.  It's knowing when it's necessary to take the time to have a conversation...be ready to listen (whether the news is good or bad or just information you need to perform better).  Be ready to participate (honestly and authentically).  Be ready to problem solve and own decisions.

Technology advances with computers and smartphones make it almost a requirement to be available at all times.  And, it's an expectation that you'll reply right away.  What the technologies don't offer is a 'stop and think' button so that we are thoughtful and smart about replies; considerate of how the message comes through to the recipient; able to give us a clue that it's time for a conversation. 

I feel so much more connected to clients, co-workers, family and friends after we spend time together.  The better you know a person, the stronger your relationship, and the quicker you can resolve a problem or come up with a great idea together.  Make real connections...not just clicking buttons on social media.  Take the extra time to have a conversation.  It's worth it.