Posts Tagged "IQ"

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4 Reasons to Kiss Your Agency this Valentine’s Day

4 reasons to kiss your agency

If you don’t love your agency, you should. Life’s too short to have an agency that makes you miserable.

The fastest way to marketing bliss, however, is not just a likable agency, but also an agency that has the ability to help your brand win the digitally centric consumer.

It’s amazing to me that digital is still an after-thought for so many, even though it has clearly become the center of the marketing universe. I think it’s just because many agencies and their clients don’t know how to comprehensively go about planning for it, and instead seem to lurch from tactic to tactic.

For example, does your agency exhaust the possibilities of Owned media (websites/mobile/CRM/SEO) and Earned media (social media/content syndication) before they dive into the pricey waters of Paid media (broadcast/print/banners)? Of course, they should.  But before anyone starts worrying about tactics, you first need a strategy that will work.

Today digital is so central that any agency that isn’t developing a digitally centric strategy is living in the past. Whether it’s B2C or B2B, consumers discover, explore, evaluate and decide on brands in digital channels. So even though TV, print and outdoor ads are still important, their role in the orchestrated process of influencing a buying decision has changed.

The reality today for marketers is simple: creative and execution today are worthless unless led by the right strategy; almost invariably now a digitally centric strategy.

So as you consider your Valentine’s list make sure your agency has done the following:

1.     Develop segments and personas for your buyers

The consumer is king and needs to be super-served. So you need to identify your target segments and turn them into personas, which allow you to understand what makes them tick.

2.     Map the Consumer Decision Journey for each persona

The path to purchase and beyond is where brands are made or broken, and it’s packed with influences. The only way to know how to connect with consumers at every step along the way is to understand what is important to them at each juncture; and you have to do it for every major persona because they are all different.

3.     Develop a content strategy

Being in the right place at the right time is the first challenge. Then you have to know exactly what to say in order to be relevant and compelling at that particular moment. Content strategy is the bible for your agency, and tells them what to say and how to say it at every point in the consumer decision journey.

4.     Make a Roadmap and Playbook

When you have personas, a map of their decision journey and have a content strategy in hand, you then need to turn it into a plan. This lays out what you should do and when you should do it in detail. For each tactic it shows the rationale for its inclusion, how it ladders up to the strategy, what specific results and ROI are expected, what it will cost, how performance will be measured, what resources are needed and the dates for development and launch.

Most importantly it prioritizes tactics and initiatives over time recognizing that Rome wasn’t built in a day. It not only covers the campaigns and promotions you need to activate the audience, but also the infrastructure you need to make it all work, from websites to mobile apps and POS.

I couldn’t imagine any client moving forward except in the context of these four steps. I suppose every now and then a brand might bet everything on a spot on the Super Bowl and hit it out of the park, but usually the Hail Mary pass fails.

That’s why there is no substitute for a rigorous, digitally centric strategic process. Nothing delivers a reliable stream of prospects like smart strategy, so if you’ve got one, remember to give your agency a big kiss this Valentine’s Day.

You may also like:

9 Ways to Win at Warp Speed

How to Calculate ROI for Customer Experience

The 10 Key Ingredients of a Modern Brand Website

Want to know more about IQ? Contact Us

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Have You Been Scraped Lately?

Has Your Site Been Scraped Lately?

If imitation is the sincerest form of flattery, scraping has to be right up there.

Last week, we discovered a website hosted in the Bahamas called www.iqadvertisingagency.com. Some delightful individual, who was clearly not raised right, decided to scrape (or steal in the old vernacular) our website for some nefarious purpose. They changed the contact info to the address of an internet café in Toronto and replaced our telephone number with theirs. Worse, they seem to have persuaded my entire team of executives to go and work for them…traitors.

I can’t help but wonder what they think they can achieve. Opinions in the office range from they are trying to get a loan and needed a cool site to show their banker to they are trying to sell themselves as us to get business. Clearly they have never been in any competitive pitches. Most clients today not only want to meet and grill the entire team before they hire you, but many actually want the agency to do the work in advance to see how good you are.  Good luck with that.

We sent off the necessary communications to the hosting provider and requested that the site be be removed from Google which should put them in hot water, but part of me thinks that maybe we can do an outsourcing deal where IQ can handle any business they bring in.

*Note: after sending their hosting provider a formal DMCA take down request, it seems the site is now “under construction”.

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  • 05.06.13

Responsive Web Design POV 2013

Responsive Design

How can you design a site that works well at any screen size, keeps SEO and analytics under one URL, and requires less future maintenance?

Introducing…responsive web design. In very basic terms, a responsive design is one where the website adapts to the user’s screen size automatically by resizing images, videos, navigation, text, and more so that it fits nicely at any size.

Responsive design ensures that your content can flow into any device because you’re designing once for all platforms.

Our updated-for-2013 presentation answers the following questions:

  • What is it?
  • Why should you care?
  • What’s the design process?
  • Is it right for your site?

View the presentation below and contact us if you want more information! Click bottom right corner for full screen:

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  • 04.30.13

IQ Wins 3 Gold Horizon Interactive Awards

IQ Wins Horizon Award

3 entries, 3 gold awards.

The Horizon Interactive Awards is a prestigious international competition recognizing outstanding achievement among interactive media producers from all over the world.

CIT

We created a simple narrative in which tiny gifts come to life, in order to help CIT employees connect with their contacts. Production was as follows: First, the team created concept boards, depicting different ideas of how to approach the card. Next, the team got to work with simple storyboards, depicting the basic story and messaging. Then, they created a mock desk set in the studio, shooting 24 still images for each 1 second of video.

The result was an endearing, simple, and concise 30-second stop-motion video. The messaging was then translated into 9 different languages, so that the video could be shared across the world.

Click to see the project: CIT Holiday Card 2012 – Motion Graphics / Effects – Video

Neenah Paper’s Astrobrights

Starting with no fans, we built to over 26,500 Facebook fans and 55 million impressions using social, sweepstakes contests and paid media. A crucial part of this growth came through our bi-weekly crafting contests, which were supported by origami style display ads featuring Neenah Paper’s Astrobrights products. We followed our crafting contest series with a school-based sweepstakes, driven by display ads, UGC and original content created for Astrobrights. The ensuing sweepstakes lead to more brilliant user-generated content—we gained survey response data and over 2,500 email opt-ins for Astrobrights!

The overall cost per click of all media tactics went from an average of $5.90 in week 1 to $2.81 by the end of the campaign, lowering the CPC by 53%. Facebook was our most successful paid tactic in terms of Cost-Per-Click (CPC) and Cost Per “Like” (CPL). The average Facebook CPC was $1.50 and the average CPL was $2.06. Through ads, we generated 20,000 total fans and the CPC and CPL continually lowered as the campaign progressed.

neenah paper IQ

Click to see the project: Neenah Paper – Online Advertising, Integrated Campaign

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Mowing the Lawn at IQ

We don’t just love our clients, we live and breathe their products. Here, for example, is “Pennington Grass Seed” from our client Central Garden & Pet,  in full bloom. This stuff grows so fast account director Kevin Smith can barely keep up with it!!

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IQ Motion ID Tests

Hands down the most fun we’ve had with the IQ rebrand this year —  the motion ID. Here are some motion tests the team has been working on. Big nod to Stefan, Boutte & Edwards on these. Make sure your speakers are up because the sound really makes a big difference. So which one is your favorite?

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Roger Peters Named a Silverlight MVP for 2010

IQ Senior Developer, Roger Peters, was just given the award of  Silverlight MVP for 2010.

The MVP Award recognizes exceptional technical community leaders from around the world who voluntarily share their deep, real-world knowledge about Microsoft technologies with others.

Roger is one of only 51 Silverlight MVPs globally so it is a true honor to gain the acknowledgment from Microsoft. This award is a testament to the extraordinary talent of the technology team at IQ. Congrats Roger!

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The Latest from IQ…

IQ’s quarterly video newsletter, Re:Digital, features work, insights and news from our agency.  The 1st quarter 2010 issue was published to our subscribers yesterday and we wanted to share it with our blog readers as well.

This is a terrific showcase of the great thinking that takes place at IQ – nice work everyone!

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iq Launches UPS $100k Trackside Challenge

Challenge: How do you leverage an online racing sponsorship platform geared towards consumers to move the B2B needle? How do you increase shipping volume and generate business leads with a site originally built for the average joe race fan? Well, in this case we put $100,000 up for grabs in a match 5, lotto style game. Players earn game-plays by entering tracking numbers or completing a shipping lead form.

Click here to play the Trackside Challenge.

Here’s how it works:
Select any 5 UPS shipments to see what’s inside. If all 5 match, you win! But watch out for the other delivery guys — UPS is the only delivery company trusted trackside by NASCAR. So if you find one, it’s game over!

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Another IMA Awarded to IQ!

The Interactive Media Awards (IMA) announced today that IQ, in partnership with Diamond Consultants, has won Best in Class in for our work on the New York Life Guarantees Matter site. This work achieved high marks in all judging categories, with an overall score of 496 out of 500. This is the second Best in Class IMA that IQ has won in this year’s competition.

Congrats to the team at IQ for this outstanding achievement!

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