Go East staffers Carla Januska, creative director, and Jennifer Manion, content strategist, presented the third Go East Eye Opener seminar on Thursday, March 15. Their presentation was designed to inspire audience members to think differently about content. Why? Brands are subject to new demands due to the prevalence of Facebook, Twitter and other social media, and consumers want to engage with brands differently than in the past. These factors create a need for new content.

Januska and Manion hypothesize that brands live in the culture, not in the marketplace. This is evidenced by people’s deep desire to associate with brands they love. People openly broadcast their lives online, and they expect brands to do the same. Januska and Manion believe brands can best respond to this desire for openness with rich content.

Rich content is relevant across multiple channels and is the result of approaching challenges creatively and viewing problems from a different perspective. This can lead to content that is so responsive and engaging that people feel it speaks directly to them, adding value to their lives.

Below is a diagram that illustrates how Go East views rich content:

Ultimately, rich content can add value to brands by:

• More efficiently generating word-of-mouth buzz
• Yielding a better ROI than traditional media
• Cultivating customers who are motivated to interact
• Driving sales through customer reviews
• Reducing costs, like customer-service costs

You can view the entire seminar here.

Go East’s next Eye Opener seminar will be Thursday, May 10. Jill Nicholson, our digital strategist, will discuss how to use social media to build your brand. For more information, contact Kate Wisser at kwisser@goeastdesign.com.

2 people like this post.

Unlike

Last month President Obama proposed an online Privacy Bill of Rights requiring Internet companies to be more transparent about what information sites are collecting from their users. Perhaps more importantly, it gives users more control over what information is shared and what is kept private while they’re browsing the Web. This creates a significant problem for Web marketers: The savvy user is much less likely to click on ads that aren’t relevant to them. The answer to that, of course, is to show targeted ads based on collected personal information and browser history. If users are able to limit what information is collected, does that mean that there will be a drastic reduction in click-through rate?

My suspicion is that it’s not going to change much. While I welcome the transparency that will be required of Internet companies, I predict that many people will elect to browse openly simply because they want to be shown advertising that is tailored to their personal interests. If I put an artist I happen to like in my Facebook profile, I get ads about their tours. I’m happy to share my tastes with advertisers to get ads like that.

The difficulty comes with balancing ads that are targeted with ads that can be potentially too targeted. A 2010 study showed that users clicked less on banners that were too specific, considering them to be “creepy.” For instance, maybe I posted on Facebook about my uncomfortable office chair. I would then be unlikely to click on an ad that I saw saying “Uncomfortable office chair? Come browse our chair selections.” Note that this is an example ad only — my chair is lovely — but this sort of ad makes a user feel like Facebook is watching them. Or say I was Googling something personal — maybe mental health, financial problems, or marriage counseling — I definitely wouldn’t want to see ads about it appearing next time I search. These are the sort of ads that will only encourage people to start browsing privately.

If targeted ads are subtle, however, based on interests and browsing history, I think that people will be happy to browse openly and share their personal data more freely. If you are inevitably going to be advertised to, why not see something relevant? But for advertisers out there, it’s important to make sure it’s not too relevant. Not only will you reduce your click-through rate because users think you’re creepy, but you might encourage them not to share data at all.

1 person likes this post.

Unlike

Spring has sprung — at least in my mailbox! Last weekend I pored over 2,500 pages of spring fashion and home decor magazines, and nothing was more apparent than patterns. As trends often do, this spring’s patterns take their cues from the runway. From florals to stripes, there certainly is something for everyone. And the bigger, the brighter, the better.

I love patterns because they provide visual texture and bring personality to any wardrobe, sofa or office. But working with patterns can be tricky. So what’s the best way to approach the explosion of patterns this spring? Here are a few tricks I use to make patterns sing in my space.

• Mix patterns — just make sure each pattern has similar colors and offset them with solid-colored accessories.
• For a less formal vibe, pair a simple stripe with a floral damask.
• Animal prints never go out of style and are a great neutral. They go with everything. Be careful not to go all safari, though. Use one print, like a cheetah, and keep the look fresh with a pop of color like a bright green or an orangish red.
• To create my own pattern or graphic design, I like to color block by mixing solid colors together to make my own “stripe.” Try combining contrasting colors like blue and orange with neutrals like black and white.
• My last word of advice? Spend wisely. Don’t drop a fortune on patterned accessories. They tend to go out of style within a season or two.

Use the above images to kick-start your creative juices for spring/summer 2012, and have fun with patterns!

Credits: 1-3. J.Crew  4-5. Kate Spade  6. Serena & Lily  7. Jonathan Adler  8. Prada  9. Diane Von Furstenberg  10. West Elm

2 people like this post.

Unlike

Terri Harmening, brand strategist at Go East, was the lead speaker of Go East’s January 26 Eye Opener seminar. She spoke about the importance of Millennials and the ways in which they are changing the marketing game. Harmening kicked off her presentation by explaining that many researchers assign different age ranges to Millennials. Go East chose to go with Iconoculture’s definition: those born between 1979 and 1996 (currently ages 16-33). Millennials are also referred to as “trophy kids,” “digital natives” and “Gen Y.”

This group spans a wide range of life stages as well as ages, so Harmening advised when marketing to them it’s important to consider where they are in their life. Teenage Millennials obviously have very different views than Millennials who are parents.

As with any generation, history has shaped this generation’s values, and many of the recent major events, such as 9/11 and the recession, have influenced Millennials. They value relationships, especially the relationship they have with their parents. They are comfortable with technology of all kinds and they are the most educated of all generations. They have grown up in a multiracial society, so they don’t see diversity as anything that’s out of the norm and, finally, they are confident and therefore optimistic. “Confident,” “connected” and “open to change” are the three main descriptors for this generation.

Harmening shared this quote from Publisher’s Weekly: “Millennials are the most racially diverse and ideologically tolerant population the U.S. has ever known and the best networked group of humans in history. Believing that every consumer choice, every vote, every blog post and tweet matters, young people come of age expecting to be heard and to make change.”

Harmening wrapped up her presentation by providing five insights into how Millennials want to be viewed and how to best market to them:
I’m a friend, not a consumer: Engage with me.
I want to make a difference: Stand for core values.
I like it all at once: Redefining integration.
I’m in the driver’s seat: I want to express myself.
I am savvy and get bored easily: Make it fun.

Go East’s next Eye Opener is scheduled for March 15. The topic is “Content Strategy: The Ins and Outs.” We will explain what content strategy is and how it can clarify, strengthen and energize your digital marketing efforts. For more information, contact kwisser@goeastdesign.com.

2 people like this post.

Unlike

Why do you need to understand the female shopper? Well, if you’re a retailer, the answer is easy. “Female retail shoppers make over 80 percent of buying decisions,” explained Terri Harmening, brand strategist at Go East. “To be a successful brand, you must understand what’s relevant to them.”

Harmening and Go East retail strategist Laurie Langerud presented valuable information about the female shopper in the first of an ongoing series of “Eye Opener” seminars that Go East plans to present throughout 2012 and beyond. The seminar series is free and open to anyone interested in attending.

According to Harmening, successful brands do more than market to women. Why? Because it’s not about marketing; it’s about branding. And women don’t buy brands, they join them. Successful brands communicate to women by telling stories to them in ways that are relevant to them and their lives. Building brands is a relational thing and women, more than men, want a relationship with a brand. And the relationship between a brand and its female audience needs to be experiential and it needs to be two-way.

In essence, successful brands understand women. For example, they know that the people in women’s lives are a priority to them. They also know that women love to share with others, rely on other women’s opinions when they’re thinking about purchasing and want an opportunity to support causes they care about. Female shoppers say, “I want brands that speak to my heart, enhance my life, understand my priorities and express who I am.”

The more women feel that they can tell the world about themselves through your brand, the more loyal they will be to your brand.

A full house enjoyed this successful seminar. The next Eye Opener, “Millennials: How They’re Changing the Game,” takes place on January 26. For more information, contact kwisser@goeastdesign.com.

2 people like this post.

Unlike

Go East is pleased to welcome Ellery Connell, Assistant Professor of Multimedia Design at UW-Stout, to the Twin Cities for a workshop on modo®.

This four-day seminar for beginners is based on Connell’s new book, 3D for Graphic Designers. Sessions are designed to provide solid and applicable knowledge of 3-D modeling, texturing, lighting and rendering. Connell will address all aspects of the 3-D creative process, from initial concept to final product, and participants will receive a copy of his book as well as DVDs with recordings of the sessions.

Monday, August 29 – Thursday, September 1, 2011
8:30 a.m. – 4:00 p.m.

Go East
403 Hayward Avenue North
Saint Paul, MN 55128

Cost: $1,200 per person

Bring your own Mac or PC. Participants will be able to download the free demo software needed for the class. Lunch is not included. Class is limited to 15 people. Registration deadline: Aug. 25, 2011

Register here >
For more information, email us or call 651.702.2900.

2 people like this post.

Unlike

Go East enjoys working with Tubman annually to provide thought leadership and creative support to help further Tubman’s mission of promoting safe and healthy individuals, families and communities.

For the past several years, Go East has developed Tubman’s billboard creative and has received incredible positive feedback on the impact of the billboards. The feedback was the inspiration for the idea to re-create a billboard as part of the Fund-a-Need event at the soiree.

Our principal Ric Pace introduced the concept to the soiree attendees. The billboard was divided into six puzzle pieces. Each piece represented a dollar amount that Tubman wanted to raise. As soon as one person bid the dollar amount associated with the puzzle piece, that puzzle piece was placed in its corresponding spot on the billboard. Anyone who bid at that level had his/her name written and displayed on the puzzle piece. The goal was to complete the puzzle and raise $6,000.

The result? The puzzle was completed in record time and Tubman raised more than anticipated to exceed the Fund-a-Need goal for the evening. The puzzle piece billboard is now displayed at the Tubman center as a reminder of the fundraiser’s success.

1 person likes this post.

Unlike

Companies everywhere are thinking of ways to be more green. Less packaging. Less waste. More recycled materials. Some have been successful while others have struggled (think SunChips®). Last fall, Scott Naturals introduced tube-free toilet paper. Even though the tubes are recyclable, Scott’s research shows 85 percent of consumers throw the tube away. That’s 17 billion tubes tossed each year. That’s enough to stretch to the moon and back 2.4 times! That’s enough to fill the Empire State Building twice! OK, you get the idea. Now the question is, is it a good product? The toilet paper may not hold its round shape as well, but once it’s on the roll, it stays in place and works like any other toilet paper. I have to wonder … how long before paper towels go tube free?

(Thanks, Sweeties Freebies, for the images)

2 people like this post.

Unlike