Jennie Stuart Health Rebrand

One of our newest clients, Jennie Stuart Health, has been serving the people of Hopkinsville, Kentucky, and the surrounding region for more than a century. Our first assignment was to create a new branding ad campaign to convey the organization’s long history of healthcare excellence. This new look carried over into collateral, homepage banners, digital advertising and more.

Why choose an agency in Tulsa, Oklahoma? Because the new Jennie Stuart Health marketing director is a former client who understands the value we bring to healthcare marketing—proving that experience really does make a difference.

Jennie Stuart Health OBGYN Print

Jennie Stuart Health Collateral Rebrand

Jennie Stuart Rebrand Brochure

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AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7901

Wintrust Arena Tattoo Ad

Our new client, Chicago’s Wintrust Arena, gave us this challenge: Create a jaw-dropping, out-of-the-box ad to announce the opening of its brand new, state-of-the-art, 10,000-seat multipurpose facility. The client had a basic suggestion—an edgy, tattoo-themed look—but wasn’t sure how to execute it.

Wintrust Arena Tattoo Ad

We figured out a way that not only made the client ecstatic but also resulted in high praise from a Billboard magazine representative. Another result: More out-of-the-box Wintrust Arena work for us, including prominent displays at bus and subway stops around Chicago.

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AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7901

IP Targeting—Leveraging Your List

We have all heard the expression “right person, right message, right time” when it comes to developing effective marketing strategies. With great lists and on-target messaging, direct mail can still be a viable tactic to include in your communications mix. Because direct mail falls short when it comes to message frequency, including it as part of a multi-tactic plan is needed to be effective. Unfortunately, other mass media tactics often fall short when it comes to being able to precisely target messaging to an audience.

Most companies spend valuable time and money to ensure that their direct mail audience list is as targeted as possible to help improve conversions. It is now possible to take that exact mailing list, with names and physical addresses, and target the same households digitally; IP targeting. This technique allows you to add frequency of message to your already targeted prospects to improve conversions more than direct mail alone.

If you have been in the marketing world for a while, you are probably familiar with the Rule of 7. The marketing Rule of 7 states that a prospect needs to hear your message at least seven times before they’ll take action. In today’s cluttered marketing landscape and bombardment of messages, it will likely take more than seven impressions to be noticed and make an impact on your target consumer. Another benefit of IP targeting is being able to deliver targeted, frequent impressions to reinforce the message to the prospect, who also received the same message via direct mail.

Digital impressions are viewed while prospects are engaged in their daily digital activity; checking their stocks, reading the news, exploring social media, etc. That being said, to get the most out of IP targeting, it is important to (1) serve enough impressions to each household to be noticed over a period of time and (2) utilize remarketing to engage those who have shown interest after they leave your site. The prospect may not have time to complete the action immediately, so reminding them that they were interested may encourage a conversion when they are not actively engaged elsewhere online.

If you would like to learn more about IP targeting, remarketing, list acquisition or direct mail, contact Angela at 918-938-7912 or via email.

See our results from an IP targeting + direct mail campaign by reading this case study.

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AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7912

Make Direct Mail Cool Again

Even in the digital age, it’s not a bad idea to get back to our roots with a direct mail campaign. Direct mail provides an opportunity for visual and tactile creativity that no digital advertising can provide, since a mailer is a physical item that people can interact with.One of the main goals of direct mail is to make the recipient interact with the mailer for more than just a few seconds. That said, your direct mail must not only look cool, but have a strategic goal behind it—like any other advertising venture, it’s unwise to get wrapped up in the creative side of things without crafting a plan for maximum ROI.

One of the main goals of direct mail is to make the recipient interact with the mailer for more than just a few seconds. That said, your direct mail must not only look cool, but have a strategic goal behind it—like any other advertising venture, it’s unwise to get wrapped up in the creative side of things without crafting a plan for maximum ROI.

Here are some examples of direct mailers that checked all of the boxes for cool, creative and effective.

Zimbabwean Direct Mail Image

After the Zimbabwean newspaper was forced into exile and hit with a 55 percent luxury import duty, it became inaccessible for Zimbabweans. TBWA/Hunt/Lascaris raised awareness of the issue with an eloquent symbol—the Z $ trillion note, made worthless as a result of hyperinflation but still perfectly useful as an eye-catching direct mailer. The resulting campaign is a clever, resourceful and poignant example of “the medium is the message.”

The Natural History Museum needed to produce a cost-effective direct mail piece that would raise awareness of the talks at the Darwin Centre. The eraser, produced as direct mail by Hat-Trick Design, provides a tangible visual that literally places the issue of extinction in the recipient’s hands.

CEO Lights Mailer Candle

To encourage corporate CEOs to shut down all the lights in their buildings for a single hour, WWF sent these candle mailers to their offices. As the yellow candle is removed from the office-shaped box, the “windows” go dark. The visual message is brilliantly simple and well-executed. Corporate support reportedly increased by 260 percent following the release of this mailer.

Gibson Direct Mail Sample

Griffiths, Gibson and Ramsay Productions created a working record player out of cardboard to promote their sound production services to various agencies. The mailer ships flat, holds the record and folds into place in one step. At first glance, this mailer seems like a lot of effort for little return, but it was apparently so impactful that the agencies who received it called GGRP to ask for extras to bring home to their kids.

Planet Kids Direct Mail Sample

Happy Creative Services created an invite for Planet Kids to announce their Annual Day celebrations. The invite folds into a whimsical hand puppet and was given to parents through their students. This is a great example of a direct mailer that’s cost effective, but still engaging and interactive.

Great Copy Mailer

While this mailer for Sprig isn’t particularly interactive, it offers an example of great copy. The visual is clear and inviting, while the centerpiece is a focused statement which sums up the service in just one sentence: “Simple, organic, ready-to-eat meals in just 15 minutes.” Recipients will understand the company’s features and core values in a matter of seconds—and when it comes to direct mail, a few seconds can make a big difference.

Not to toot our own horn, but here’s a few examples of AcrobatAnt direct mailers that also hit the mark. Send us an email or give us a call to learn more about our direct mail expertise.

Sonic Franchise Direct Mail

Parallon Trade Show Direct Mail

Sheridan Healthcare Direct Mail

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AcrobatAnt Marketing & Advertising 
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7912

Thank you to our sources who found some excellent examples:
https://www.dandad.org/en/d-ad-direct-mail-award-winning-work/

12 Brilliant Direct Marketing Pieces You Have to See

6 Effective Direct Mail Campaign Examples That Work by Hot Tech Startups

10 Creative Direct Mail Examples

10 Tips for Working Smarter

Productivity TipsThough Ants are notoriously hard workers, we understand that sometimes it’s hard to keep your head in the game and make the most of your work day. Increasing your productivity is a challenge, but we’re here to help. Here are 10 tips for working smarter:

  1. Write down your daily goals

Writing tasks down helps you commit them to memory, and it’s also good to have an easily accessible reference for all the work you need to do that day. Write your list down on a Post-it or something that’s clearly visible from your desk so you can glance at it whenever you need to get back on track.

  1. Limit how much time you’re spending on tasks

Research suggests that only 17 percent of people are able to accurately estimate the passage of time. Keep your eye on the clock and actively limit the amount of time you spend on each task. The self-imposed time pressure will keep you from lingering on a single project and neglecting the others.

  1. Take breaks

Taking regular, short breaks during long tasks has been shown to help maintain productivity. In contrast, working at a long task without breaks is likely to lead to an eventual decline in productivity. Get up, stretch, walk around the office a bit! Do some jumping jacks! Then get back to work.

  1. Follow the “two-minute rule”

Entrepreneur Steve Olenski coined this phrase to describe his strategy for making the most of small windows of time. Here’s the idea: if you have a task on your radar that you know can be done in two minutes or less, you should do it immediately. It will take longer to return that task later; plus, knocking out a bunch of small tasks will streamline your workload and provide a sense of accomplishment.

  1. Get your most dreaded task out of the way

Once you take a crack at whatever awful project you’ve been avoiding, the rest of the work day will seem like a breeze. Afterward, you can focus on prioritizing and delegating your other tasks.

  1. Get fit

Carving out time during the work day to exercise may help improve productivity, according to some studies. If possible, build in times during the week to hit the gym or even just take a quick walk.

  1. Set aside time to answer messages

It’s good to make yourself available, but don’t allow incoming phone calls and emails to dictate how you spend your day. If possible, turn off notifications to eliminate distractions and set aside a chunk of time specifically for checking messages and voicemails.

  1. Personalize your space

Some research shows that working in a space with aesthetically pleasing elements can increase productivity by up to 15 percent. Houseplants in particular can help create a pleasant ambiance and are said to contribute to a productive environment. Decorate your desk to your liking, and at the beginning of each day take a few moments to de-clutter your workspace.

  1. Listen to music

Listening to your favorite music can help you get in the zone, and wearing headphones can subtly indicate to your coworkers that you don’t want to be disturbed. Those who get distracted easily by listening to music might want to consider Noisli instead—it’s a great app that lets you customize and mix ambient sounds to create the optimal work environment.

  1. Leave your desk for lunch

Abandoning your desk might keep you from getting some work done during your lunch hour, but it can also give you a much-needed break and help you mentally separate your work and leisure time. This is also a great opportunity to swing by a park and get some exercise and fresh air. Give yourself some time to collect your thoughts and return from your lunch re-energized and ready to roll!

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AcrobatAnt Marketing & Advertising 
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7912

Sources: https://www.inc.com/john-rampton/15-ways-to-increase-productivity-at-work.html
http://www.businessnewsdaily.com/5658-easy-productivity-tips.html
http://www.lifehack.org/articles/productivity/10-ways-boost-your-productivity-the-office.html

Why Creating a Buyer Persona is Crucial

What’s a buyer persona?

Buyer persona is a fictional representation of your ideal customer based on market data and research about your existing customers. If used to its full potential, a buyer persona can help you get right to the core of your customers’ values—attracting the most valuable leads and visitors to your business.

How can a buyer persona benefit my business?

  1. It brings your target demographic into focus.

When you go through the exercise of defining a buyer persona, you write their story. By doing so, you are uncovering their hopes, concerns, behaviors, activities and needs. When you have a full picture of your target rather than just the basic demographics, you are better able to tailor your message to those consumers and reveal unique opportunities for establishing connections.

  1. If it’s inaccurate or underdeveloped, it can alienate your target market…

“As a rheumatoid arthritis patient and as a healthcare marketer, I cringe every time I see the TV commercial for a Humira. It doesn’t connect with me and, even worse, it perpetuates the false myth that people suffering from RA can take an injection and then run off to build a playground during a rainstorm. Only 20 percent of patients achieve full remission,” said Shannon O’Connell. This is a prime example of a brand that could benefit from a more accurate buyer persona. While healthcare marketers want to communicate the message that good care will allow patients to get back to their lives and daily activities, they need to ask serious questions about patient outcomes before making that promise. Knowing your target market—and not just basing your advertising on a stereotype or caricature—can be the key to avoiding disconnects and unfulfilled brand promises like this one.

  1. …but if it’s accurate, it can help you improve your brand experience.

The process of wiping the slate clean and thinking about things from the customer’s perspective will often uncover valuable wish list items that could make all the difference in getting word-of-mouth referrals or higher ratings in online reviews.

Steps for developing a buyer persona:

  1. Research to find basic information such as gender, age range, education levels, household income and geographic areas.
  2. Survey to discover their activities, priorities, how they source information, social media usage and any other lifestyle preferences that could be relevant to your business.
  3. Define their needs and expectations as well as any struggles or issues they may have.
  4. Define how others influence their buying decisions.
  5. Survey to discover your company’s strengths and what makes you stand out from competitors.
  6. Use this information to group similar consumers together.
  7. Develop an anecdotal story about a fictitious person who represents each type of group.

Additional tips and tricks:

  • The more detailed your buyer persona is, the better!
  • You may find it helpful to search for a stock photo that fits your persona.
  • Be careful to avoid making up answers to the questions in the above steps; make sure your responses are backed up by research or customer statements. Otherwise, your buyer persona may end up being more self-serving than enlightening.
  • Once you are able to identify real customers who fit your buyer persona, you can tailor your communications to fit their needs. Be conscious of this in your business interactions.

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AcrobatAnt Marketing & Advertising 
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7912

Marketing to Generation Z

As Millennials move into adulthood, another generation is racking advertisers’ brains—one that is just as difficult to pin down.

The general consensus amongst demographers and researchers is that Generation Z (Gen Z) is composed of young people born during the late 90s and early 2000s. While Millennials witnessed the beginning of the digital age and grew up with VCR tapes and CD players, Gen Z was raised on YouTube and Twitter.

Given this inclination, one might assume that social media and other digital avenues are the key to connecting with Gen Z. That’s not necessarily the case. Much like Millennials before them, members of Gen Z are incredibly selective about their media consumption. And, surprisingly, they don’t always vibe well with digital advertising.

Advertising and branding agency Kantar Millward Brown recently conducted a study on the online marketing preferences of Generation X, Millennials and Generation Z. They established online forums in the U.S., China and Germany, tested 31 ads in ten countries and interviewed a total of 24,000 participants from 39 countries.

Of all three demographics, Gen Z was the least receptive to mobile video ads—only 27 percent of respondents reacted favorably to this format. When confronted with ads they didn’t like, they began to multi-task and pay less attention.

However, this changed drastically when viewers were offered a reward—58 percent reacted favorably.

Gen Z’s are often irritated by online ads and will do their best to avoid them. 43 percent said that they prefer skippable pre-roll ads (typical of YouTube, Vimeo and Hulu) to any other form of online advertising. Additionally, these tech-savvy teens are familiar with ad blockers and they’re not afraid to use them.

Interestingly, the study found that Gen Z prefer some forms of traditional advertising due to the perceived artistic effort dedicated to producing print ads and commercials.

Gen Z also reacts well to native advertisements and celebrity endorsements—but probably not the celebrities you’re thinking of. An AdWeek study revealed that an overwhelming majority (95 percent) of Gen Z use YouTube. Today’s teens couldn’t care less what Katy Perry has to say in a CoverGirl commercial, but they pay attention when their favorite beauty YouTuber recommends a new Glossier moisturizer.

With all this in mind, how can your brand best reach this up-and-coming demographic?

Pre-roll ads are an option, but be aware that if given the opportunity to skip an ad, Gen Z will use it (on average, they’ll skip three seconds faster than Gen X).

Brands looking to catch this demographic could benefit from brand ambassador programs or partnerships with Internet celebrities. It’s a good idea to do some quick research and see not what, but who the kids are watching these days.

If you’re looking to attract Gen Z, you should keep in mind that this is a generation raised on the digital age—which means they’re a little bit jaded by it. Brands should avoid invasive ads, non-skippable mobile ads and homepage pop-ups in favor of a more organic approach: native advertising, celebrity partnerships or brand ambassadors, and carefully crafted, traditional advertising.

Don’t underestimate today’s teens. The best way to lure them is with an eye for art and a healthy respect for their uncanny ability to determine which brands are “authentic” and which ones aren’t.

 

Check out the Kantar Millward Brown study:

http://www.millwardbrown.com/adreaction/genxyz/

And click here to see AdWeek’s infographic on Gen Z’s online habits:

http://www.adweek.com/digital/infographic-50-of-gen-z-cant-live-without-youtube-and-other-stats-that-will-make-you-feel-old/

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AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street
Tulsa, OK 74120
918-938-7912

Content Remains King

shutterstock_248890441Content. The little seven letter word that everyone is talking about. And you should be, too. In this age of marketing, content is paramount. What is content? Content is anything you put out that people engage with. Articles, blogs, social posts, radio, TV, online advertising, anything and everything.

When you begin to think about a new campaign, you have to think about the new campaign as an ecosystem. This ecosystem contains all the ways you plan to reach potential customers or clients. As the marketer, you must have a strong content ecosystem.

Today’s content ecosystems look vastly different than content ecosystems even just a few years ago. Today’s content ecosystems are filled with social media, blogs, sponsored posts, advertorials, print, broadcast and pretty much any other way you can put your advertising in front of people.

While content is important, it’s imperative to produce content that connects to your audience. This is how you secure your customers. It’s not always about creating content yourself, but curating the best content available.

With traditional advertising mediums like broadcast, print, etc., once you distribute the content, there’s nothing left to do but count impressions. With digital, there is a constant flow of content. If there is an article or blog written about your industry, leverage that and share it with your followers. If someone produced a fancy video of your product, leverage it. If someone wrote a great review, share it. Content curation will save you many hours of producing your own content and help you keep the cycle moving forward.

In this day, content is critical to driving brand awareness and giving your customers a reason for sticking with you. And at AcrobatAnt, we believe in great content. We are here to help your marketing department create and curate the best content that delivers results you can take to the CEO.

Super Bust: Ads that fell flat

There are always a few people at every Super Bowl party that only come to watch the ads. Unfortunately for them, there wasn’t much to watch in between timeouts. Even though 30-second spots cost a whopping $5 million, there seemed to be more duds and misfires compared to years past.

Granted, some companies still delivered when it counted, Doritos. But there were no dancing babies, not many talking animals and not a lot of LOL moments in the pack.  There was a puppy-monkey-baby, but that thing was by no means “cute”. It was scary.

Instead of picking our what commercials we all seemed to like, this year the Ants are highlighting four commercials we could barely sit through. One thing we all learned this year, besides that Hyundai makes some cool cars, is that even when you spend $5 million on airtime, you still have to budget for creative. So spend wisely!

4. Sofi: Loans for Great People.

super bowl blog 4After this spot aired, who else looked around the watch party and considered which people were great or not? Then immediately suggested to the list of “un-great” people that it might be their time to leave, because there’s only room for on the couch for greatness.

3. Heinz: Meet the Ketchups.

super bowl blog 3This one had all the makings of a great commercial. Wiener dogs dressed like hot dogs, a cute kid and people in funny costumes, but nothing happened. No dog tripped and caused all the others to fall, the Ketchups just stood and waited. Nothing happened. We expected the Ketchups to end up on the ground, covered in adorable wiener dogs, but no. Luckily we have the Internet. Surely we can find what we’re looking for there.

2. Doritos: Doritos Dogs.

super bowl blog 2Doritos Ultrasound was top notch. However, their second ad stunk like a wet dog. Dogs want Doritos, but they can’t enter the store because of some dog-hating manager. So, what do the dogs do? They all stand on each other and walk in disguised as a human. Oh, how original! Nobody has ever used that trick before. Hey, at least there were dogs.

1. Xifaxan: GutGuy.

super bowl blog 1Ah yes, just what everyone was thinking, “Why hasn’t there been an ad about controlling bowel movements yet?” Actually, no. No one said that, or possibly has ever said that. This ad was the biggest stinker of the bunch. As soon as the turtle-looking lower intestine came on the screen, everyone at your watch party suddenly needed to know the score of the Puppy Bowl (Team Ruff won by the way). Valeant, the company behind the drug Xifaxan, should have crumpled this one up and flushed it down the toilet.

Well, that’s it. Another year of, for the most part, disappointing Super Bowl commercials are behind us. Let’s hope that Super Bowl commercials return to their former glory next year, otherwise what are all the non-sports fans going to watch? Let us know which ads were your favorites and which ones you thought were duds in the commercials.

Mobile is key.

shutterstock_169100729

You’ve probably heard it before time and time again, mobile advertising is the hot trend right now. But mobile is more than a trend, it is here to stay. This year looks to be a breakout year for mobile advertising and for a good reason. “Consumers today are addicted to instant gratification and ads need to serve up not only what they’re trying to sell, but the benefits as well,” said Tamara Green, AcrobatAnt Media Director. As mobile advertising has matured, so have the data companies. From precise geo-location data to more refined demographics, consumer data collected through mobile advertising is robust.

In order to be successful with mobile advertising, you have to deliver memorable content. “You have little time on mobile and an even greater challenge to gain the consumer’s attention because consumers are easily distracted as they swipe across to the next image/page/comment/post/status/etc.,” Tamara said. In mobile advertising, you have less than five seconds to capture the consumer’s attention. Meaning that creativity in message delivery is more important than ever. A simple banner ad will no longer sustain the results they used to. Advertising content needs to be dynamic, personal, engaging and customized for the target audience. It needs to look like it was made just for that single consumer.

With Facebook video now dominating the newsfeed, it’s time to really consider spending the money to integrate video content into a campaign. Integrating video is also one of the keys with mobile. There isn’t just one media type to satisfy the needs of a brand. It needs to be a well planned mix of all mobile has to offer based on data that has been collected. Paying more attention to data will guide and help a campaign improve over time. Tamara added, “Consumers are more and more demanding that the click takes them somewhere, tells them something, provides some benefit. A click with no benefit, just content will result in the consumer dropping off and possibly passing you by.”

To learn more about how we can help you, or if you have any questions regarding mobile advertising, send us an email or give us a call.