The day a photographer left me speechless! (You won’t believe this.)

14 10 2009

And trust me, it’s not becuase of the photos he produced.

If there is one thing that I won’t let go of, it’s my work ethic and accountability. Almost to a fault, I don’t want to let anyone down. So I just have to share a story that happened to us recently. As a business owner—but more so as a person—the actions of this particular vendor just made my jaw hit the floor. I can’t imagine EVER, EVER, EVER doing this to a client of ours.

Through a client we worked with in the past, Tracy and I had met this charming golf-pro turned self-taught photographer who was doing some nice HDR (High Dynamic Range) photography. He was very nice to work with and although he was not a seasoned ad photographer, he recognized his shortcomings and truly wanted to learn about the ad industry. We knew he did nice exterior shots, such as landscapes, buildings. etc and wanted to see him make a go of it.

So when Tracy and I came across a client that needed an exterior shot of their building, we eagerly called him, excited to be working with this nice guy again. A reasonable fee was negotiated and the shoot was scheduled for a couple weeks later. The day of the shoot looked bleak, at best, so an hour from shoot time, she called him to postpone.

The next day, he bailed on the job. Literally, he sent an EMAIL saying he didn’t want to do the job. And that we should find someone else. WHAT???

Knowing there must be a really good reason, I called him. And nope, there was no really good reason waiting for me on the other end of the line. It wasn’t because we postponed. He just decided it’s not really the kind of job he wants to do. I said to him. “So you would rather burn the bridge with a client that could bring you future work than to suck it up and do a 2-hour photo shoot of ONE building that involves NO models, NO lighting and NO props?” His reply was simply. “I guess so.”

My veteran ad photographer husband was in the background practically doubled over on the floor he was laughing so hard at the stupidity of this guy I was on the phone with. Simply by hearing my end of the conversation, he got the whole thing because I was repeating everything he said to make absolutely sure that what I was hearing was right.

“So you know this is a highly irresponsible thing to do.”
“And you don’t care if you ever get a job with us again.”
“This is just not the kind of photography you want to do.”
“But you know, ethically, it’s the wrong thing to do.”

I felt like I was on some cruel advertising version of Candid Camera. Apparently, our little fledgling photographer had befriended an ad agency that was giving him advice to “only do the kind of photography you want to do.”(Great advice back in the 80′s and 90′s when there was an abundance of work and stock was still considered a financial term.)

“While that’s very noble and aspiring, the best time to do that is certainly BEFORE you commit to an assignment.” I bluntly told him. I had never truly experienced the expression “having the rug pulled out from under you” until that day.

Although I gave him some advice which I’m sure he promptly spit out as soon as he hung up, I feel better for having said it.

So for any newbie photographers out there, here is some wise industry advice — which actually could be applied to any business you’re in:

1. Don’t put all your eggs in one basket. Just as no fool would put all their money in one specific stock, photographers shouldn’t rely on one or two steady sources of work. If your direct contact (meaning the one who hires you, would fall on a sword for you and pops open a cold one with you after the shoot) leaves for higher ground, you may be left sinking. This industry is based on personal relationships just as much, if not more, than on portfolios, so if your personal contact is gone, guess what, the work might be, too.

2. Don’t consider yourself irreplaceable. If you’ve got a really unique style, be prepared to evolve yourself, because there will be other photographers that will adapt the same technique, style, photoshop tricks…whatever. There are those occasional projects that call for a unique style, but these days, and in this market, dependability and affordability can be more marketable than uniqueness of style.

3. Don’t expect every client to think every shot hung the moon. It’s time to put on your big boy underwear and not expect a lollipop after every shoot. There are agency clients out there that have high standards and they may not do cartwheels at your brilliance. It’s impossible to completely hit it out of the park every time you’re at bat. And for some people it may seem like you never do. But if they keep calling you then, HELLO??? you must be doing something right, so don’t burn the bridge.

4. Learn from mistakes and then try not to make them again. If its it’s an assignment you regret taking, just finish it like a professional and decline them in the future. If you forgot a critical piece of equipment, be creative and hobble along without it, but pack your equipment better so it won’t  happen again. If you accidentally erase all your images, reshoot it for free. But first and foremost, be professional. Clients will be more likely to remember how you handled the bad situations, than the good ones.

5. Its’s a small world. Treat every client like they are best friends with the other ones you would rather be working for. Word travels fast — good and bad.

So you might be wondering what we ended up doing with that shot of the building. Well, after my husband stopped crying from laughing so hard we both agreed he could easily do it. Even “that photographer” himself told me HDR was pretty easy. And in the 3 years since I met him, LOTS  of other photographers have picked up on it (see advice tip #2). Steve did about an hour’s worth of research and then created some beautiful shots, including this one. So thanks “other photographer dude,” you just made my husband more marketable! To see more of Steve’s work, check out www.greendogpictures.com

HDR Building Exterior

HDR Building Exterior

And if you’re wondering why I haven’t mentioned names. I can’t bring myself to go there. That’s petty.

by Trish McCabe Rawls


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San Antonio Ad Agency Lands Demanding New Client

9 10 2009

Creative Noggin is proud to announce our newest, most demanding client ever. He’s a brand new start up and despite his apparent lack of communication skills and complete inability to understand the value we bring to the table, we’ve got to admit, he is definitely our cutest client!

We can already tell that he sees things from a completely different perspective, so there’s bound to be many sleepless nights, unnecessary temper tantrums and perhaps some reverse psychology in the works when trying to sell ideas. But we’ll do such a great job he’ll be, pardon the expression, peeing in his pants with excitement.

Introducing Hudson Everett Marlowe. Born October 5th weighing in at 8lbs 1oz and stretching 20″. Congratulations Tracy,  Mike and Maya (big sister)!

MAKE MY LOGO BIGGER!

MAKE MY LOGO BIGGER!

by Trish McCabe Rawls


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San Antonio Ad Agency Explains Mystery of PMS—Colors that is.

26 08 2009

Sorry all of you out there who are seeking relief from monthly irritability. This post is about the printing industry standard color palatte, otherwise known as PMS.

First things first, PMS stands for Pantone Matching System. (But that’s a mouthful, so hence the acronym.)

I’m sure there isn’t anyone out there that hasn’t at one point stood in front of the magnificent wall of color chips in the paint department of Home Depot or Lowe’s. So pretty, so mesmerizing. Who needs to wait for a post rainstorm rainbow when you can just go to the home improvement paint department?  PMS is kind of like that, except it’s for printing presses, not walls.

When designers create their artwork, they typically select their colors using small, hand-held chip books that fan out with that beautiful rainbow. Each color has a corresponding number. And each color has a CMYK process match (see my earlier post about CMYK.) so designers can have the option of printing it in 4 color process if needed.

When a job is sent to a printer it is either going to print CMYK (cyan, magenta, yellow, black …if this confuses you, see that same earlier post) or PMS colors. The difference is that CMYK printing uses those same 4 colors to create any desired color by combining them. But PMS uses pre-mixed colors – like the ones you get at the hardware store.

Some jobs use both. In these jobs, the printing press has more than 4 ink wells. Ones for the cyan, magenta, yellow and black. And then 2 to 4 more for  PMS inks (or varnishes, but we’ll address that in another blog post.)

Simple, right?

Well, just in case, I’ll let you in on a few important tips to help you have a more cohesive relationship with your PMS color books.

1. What kind of paper you are printing on? This is hugely important because some PMS colors look VERY different on uncoated papers vs coated papers. Your agency’s creative representative should be able to provide you color chips that will show you the difference.

2. Don’t trust the comp or the computer screen for color. Always ask your art director or designer for a color chip to verify it’s what you want. Unfortunately, the color on individual monitors can vary with the way people have it calibrated and the environment it is in. And all office printers are different and will interpret colors differently.

3. Check the process match. If this is a corporate color you are determining — something that will inevitably be printing at some point in time in CMYK, then PLEASE, PLEASE, PLEASE check the process match of that color to make sure you like it. There’s nothing worse gloating over a new, beautiful, PMS printed business card only to discover the same color looks like baby poop when converted to CMYK on your company brochure.

4. Don’t sweat the suffixes. Those letters at the end of the PMS numbers are just on-screen simulations of what the color will print like. It is, in fact, the same color. But  just in case you’re curious…

U = uncoated paper
C = coated paper
M = matte paper
CV = computer video (electronic simulation)
CVU = computer video – uncoated
CVC = computer video – coated

You might be wondering “So when should I use PMS and when should I use CMYK?” Well, not to avoid the question, but it really depends on the project. If it’s a business card that has two distinct colors in the design, then PMS is the way to go. But I have also seen some very complicated brochures printing in PMS colors. Large solid blocks of color often look better when printed as a solid PMS than when printed as a CMYK mix. But discuss the pros and cons with your designer or agency. They should be able to explain how they are recommending your project be printed and why.

I hope this helps. After all, I don’t belive using PMS needs to leave anyone irritable.

by Trish McCabe Rawls


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Seth Godin knows it’s all about trust

19 06 2009

I was just reading Seth Godin’s current blog post about “Two ways to build trust.”    As I read it, I kept saying to myself, “Uh huh!  Yes!  Yeah!  Oh, that’s so true!” 

He hit home on a very simple concept that seems fairly common sense, yet there are still so many companies out there who just don’t get the point.

Let me give you the gist. 

As consumers, we are more likely to do business with companies we trust, right? 

Of course, you say.  That’s an easy answer.

Well then why is it that there are still so many companies out there who aren’t up front with the core information that consumers are looking for?  Whose websites make you jump through hoops to find out price, to fill out forms to gather basic information that should be right up front, who try to use bells and whistles, with gimmicky marketing to try and get your business. 

What does that do?  It puts you on the defense.  It makes you feel cautious.  And from my experience, less likely to engage.

As consumers we just want the basic information that we are looking for on products and services given in a forthright, upfront and informative manner.  It should be easy to find.  Easy to read.  Easy to share.  And easy to get back to. 

Divulge a little.  You don’t have to give away the farm!  But it should be enough to show your consumer the nature of your company, your products and services, and that you truly care about their business and aren’t going to put them through the old fashioned used car salesman selling cycle when they finally decide to engage with you.

And guess what.  If you make it easy and develop a trust with your customer…they’ll tell all their friends about it and help your business tenfold.

It’s not enough to have great products and smart business practices.  If you put your customers on the defense right from the start and don’t seem human and like you care, they’re going to go someplace else.

It’s as simple as that.

by Tracy Marlowe


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A huge YES to Internet Marketing. Even if you don’t need it.

27 05 2009

We have a client who had a long-time website that had, like most website, stood out there on the web as basically a brochure for the company.  Who was going to the site?  Mostly people who had heard about the company and were seeking additional information.  Most of their traffic came from email blasts and search engine searches of the company name. 

Enter our company.  We gave them a proposal which included a website update, social marketing and SEO in additional to several other marketing components, including collateral, etc..  They asked what the priorities were in our plan and we quickly responded, “The website.”

They were puzzled.  “But more than 95% of our business comes from referrals.  And we didn’t get a single client through our website last year.  That doesn’t make sense.”

We explained that, since their primary market was aged 26-32 and would be in an information gathering state of mind when they came to them, the Internet was a logical medium for engaging this market.  Especially since they were spread across the country. 

They were a great client, because even though it was outside of their comfort zone, they decided to trust us, as the experts, and invest in some updates. 

So four months and a website update, SEO, blog and Facebook page later…they are now proud believers in the power of the Internet.  The very first month that we implemented some simple SEO practices, they received 19 new applicants through their website.  They were excited and amazed.  And we’re happy to say that their success has continued to blossom.

The moral of all of this?  Two things.  First, just because you’re using a medium or marketing tactic and it hasn’t worked for you doesn’t mean it doesn’t work.  You may not be strategically using it to it’s best potential.

And second.  Basically, history is not always the best predictor of future failures or successes.  The world is changing and different markets and generations act differently than the ones preceding them.  Keep your mind open, continue to learn and trust people who are experts.

I know I could fly fish all day in one spot and never get a single bite.  But with an experienced guide who can help me better understand timing, tell me what rock or tree branch to cast under, what flies to use, and even how to reel a bite in once I’ve gotten a nibble, I could catch a boat load in the same exact spot. 

by Tracy Marlowe


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Can you ever stop branding?

22 05 2009

At a meeting the other day, Tracy and I were asked a question we had never really been asked before.

“So, when can we stop ‘branding’?” the client asked.

This particular client had really stepped out of its comfort zone and ramped up branding efforts in order to make its public persona match the incredible level of its service. For companies that have never done a true branding exercise, this takes a great amount of trust in their marketing partner, not to mention a bit of money from their accounting department. So kudos to them!

When a company launches its first major branding campaign there is always a honeymoon phase—the time when the company, its employees, and the public is interested in this new look, attitude or personality. The “branding high” I like to call it. As this phase slows, the client is left wondering “what’s next.”

Tracy and I both looked at each other knowing he was was expecting us to give him a date—or at least a vague time frame—but we knew that he really knew the answer. And we almost simultaneously said:

“Never.”

That is the whole point of branding. You want to establish a consistent look and message—a personality, a promise that your customers can come to know. It describes you so perfectly that you can’t imagine presenting another side. Hence the definition of “brand”: to “indelibly mark something — meaning it never goes away.”

With further prodding we realized that what was really at the heart of the concern was making any future branding accountable to the number crunchers. While most branding work is measurable to a degree, it is not like a price and item direct mail piece for a widget that you can easily justify by the widget sales. But you can tell over time by pre and post research studies if your branding is working. And for this client, it has been.

I’ll segue for just a minute.  The purpose of branding is to create an emotional connection, establish a memorable and desirable image so when the time comes for a consumer to consider your product, they will have strong feelings about it.  Price and item advertising with NO brand, is meant to merely solicit a response and does NOT have any emotional connection.

Knowing the client was concerned about justifying further costs to the accounting team we explained that once a brand is established, (or well on its way) and especially in these economic times, there are ways to make your advertising vehicles work a little harder for you. For example, I’m sure all of these land developers would love to just have big ads touting the beauty of their development. But right now, they have got to leverage those ads with some strong call to action offers to get potential buyers in the door. Or you might see companies that previously ran beautiful TV spots now putting offers at the end. That’s okay — as long as the brand stays intact.

Part of the problem is the various definitions of branding. Branding is not the vehicle (ie. TV, national ads, radio, etc) — it’s the message and personality. A good marketing partner will always consider your needs, budget and goals while developing a marketing plan that doesn’t have to sacrifice your brand.

by Trish McCabe Rawls


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Social Media and Marketing 101 for Business–What you need to know to get started

14 04 2009

I just realized the other day that, while I’ve been steamrolling ahead, embracing social media and marketing, learning all that I can and putting those learnings into practice for our clients, a great deal of the business world is still at square one.

At a meeting last week, a client asked ”I’ve been hearing about this social marketing stuff.  It seems important.  Do we need it?  What do I need to know?”

I had an “ah-hah” moment that it might be helpful to spell out the basics of social media and marketing here on our blog, just as I did for our client.

Social Marketing is just a piece of  a greater puzzle

According to a study at Duke University, commissioned in February 2009 by the American Marketing Association, traditional advertising spend is down 7.3%.  Likely due to economic factors.  Marketing is always the first place people cut, right?  But online marketing?  Companies are now spending 10.2% more than they did previously in online marketing.

Why do you think that is? 

I believe that companies are finally catching on to the true power of the Internet.  They’re realizing that the Internet has now evolved beyond the novelty that it was perceived as in the early 2000′s.  It’s becoming a way of life.  A primary means of collecting data.  More and more so as a tool for collecting data on companies that we as consumers consider utilizing in some fashion.  Most people will do a quick search on any company they encounter, whether a business colleague, a retailer, a hair dresser or a consultant.  And now it is TRULY a way of life for the younger and most influential generations who have the most impressive purchasing power, eclipsing even the Baby Boomer market. 

Without a doubt, the Internet is here to stay and growing more powerful everyday as a business and marketing tool for reaching our markets.  Especilally as more and more people have begun to take strides to block out traditional advertising, through the use of DVR’s to cutout commercials, satellite radio, spam filters, etc.  Traditional marketing, or outbound marketing, is being placed on the backshelf as companies harness the power of inbound marketing, through the internet, which allows us to get in front of markets with the information that they are looking for exactly when they are looking for it.  Definitely where you want to be if you’re a marketer.

Social marketing is definitely a part of  the whole overall Internet marketing puzzle.  But remember it is just a piece.  If you truly want to be successful, you need to create a strong, unique brand that is congruent between several pieces of the Internet marketing puzzle.  These pieces include:

  • A strong website designed, not just as an online brochure, but to answer the questions that your market is looking for when they search for information on the web
  • A Search Engine Optimization (SEO) strategy.  It isn’t enough just to have a killer website.  If you have a beautiful billboard in the middle of the desert, what good is it to you if no one sees it?  It’s extremely helpful if this strategy is put into place BEFORE you develop your website so that you can architecture your website to organically capture traffic.  But, if you have an existing site, you can still retro fit it with updated info to amp up the SEO.  We have clients for whom we’ve successfully done this.
  • A blog.  Okay, this counts as social marketing.  I feel like this is another crucial piece of the puzzle.  I’ve had clients who think that they’re too busy or won’t know what to post about.  A blog can be a 10x more cost effective and powerful tool to develop a relationship with your clients than most forms of traditional advertising.  Make the time.  Read other blogs.  Search Technorati for blogs relevants to your industry.  Then, develop a strategy.  And just do it.  It’ll take time to build it up, but you’ll be surprised at the results over time.
  • Social networking sites such as Facebook, MySpace and LinkedIn.  More social marketing!  Do some research and see what other companies, especially companies in your industry, are doing.  Sign up, develop a page and promote it on your website, blog and to your customers and vendors.  You’ll be surprised at how viral these efforts can become.  You’ll tell your people, they’ll link up or become fans, then their network will see you and so on, and so on.  Also, plan to keep your content fresh and relevant to your market so that people will stay in touch.  There’s nothing less helpful on the web than static, boastful content about a company.  Show your market that you understand then, want to help them and provide them the info that they are looking for to develop a loyal relationship with them.
  • Microblogging.  Now you’re really social marketing!  For some reason, microblogging sites like Twitter.com are probably the hardest for most businesses to swallow as relevant.  Especially if they haven’t seen them in action or have ever logged on to poke around.  Why would I want to see what some guy named Bob had for breakfast?  But Twitter can be yet another powerful social media avenue for developing your brand as well as for staying on top of the latest conversations in your industry.  Think of it like a cocktail party, with only the people you wanted to invite.  You can eavesdrop and listen to what people are saying in regards to pretty much any topic you like.  And  you can jump right in and participate when you like.

My client asked, “What if we do social marketing and someone says something awful?”  My response to them was that people are going to say what they want to say.  The difference with social marketing is whether or not you choose to participate. 

Okay, there is still so much to be said on each of these individual subjects.  I could do an entire series of posts on SEO, Facebook, Twitter, etc. for business, and likely will sometime soon (so stay tuned!).  But I wanted to at least address the general question of what social marketing truly encompasses and how it can help businesses. 

For more information now, here are a few great articles that you may find helpful:

There are a ton more out there, but these should at least get you started.

Don’t forget your brand

Even with the power of the Internet, it is still so crucial that you maintain a strong brand identity for your business.  You need a unique selling proposition.  You need to connect with your customers in a way that your competitors don’t.  You don’t abandon your brand just because you now have a Twitter account and/or a blog.  In fact, it is more important than ever to keep that brand in mind as you talk with your customers because it will be the thing that will make your relevance to them bubble to the top.  So never forget it! 

I hope you found this post helpful.  There’s so much to be said–we’re seeing more and more everyday what a powerful tool Internet and social marketing can be for a company with the dedication to see it through. 

Let us hear your thoughts.  Are you considering upgrading or implementing an internet and social marketing strategy?  Have you started?  What successes have you seen?  What roadblocks?


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Branding as we know it is not dead

16 02 2009

Yes, I know that I just finished going on and on about the shift away from traditional advertising and branding to a more direct and engaged approach through inbound Internet marketing.  And I haven’t changed my mind!

The point is, though, that although we are beginning to see an wider integration of internet marketing as a bulk part of our clients’ marketing plans, there is still a very strong need not to abandon branding as a whole.

Even a client who is going to embark upon a campaign based solely upon the Internet still needs a brand, with a brand personality, voice, messaging and a unique set of emotions that it evokes. 

There are a ton of Internet marketing specialists out there right now who know all the bells and whistles on how to get you in front of the right people, leverage social media, do SEO to the max, etc.  But remember this one creed…do not abandon your brand.  It is what makes you…you.  That brand should still be apparent on your Facebook page, in your Tweets, in your blog posts, on your home page and your landing pages!  There should still be something about all of those that threads them together into a unique brand package that is subconsciously apparent to your audience.  

So while there are many self acclaimed “social media experts” out there, be sure to ask them about their background and to see some case studies.  Few are also branding experts.  It’s so critical that anyone you hire marry both of those talents in some way shape or form.

And again, like I said, I don’t believe that branding in the traditional sense is dead either.  There are still clients for whom full page, glossy, color ads in consumer or trade magazines still make sense.  Who need a television or an outdoor campaign.  Or all of the above. 

It’s just important that your marketing plan make the most of all avenues available to reach potential clients.  And now there are some new opportunities for reaching them.  Which is cool.   And it’s more measurable than traditional branding.  Which is even cooler. 

And once your market is analyzed and the best potential medium identified, you can combine them all for a bang-up-killer marketing campaign with a much more diverse reach than ever before to brand yourself.

How cool is that?

by Tracy Marlowe


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The Evolution of Marketing in San Antonio

13 02 2009

It’s really been interesting to see the impact that the deflating economy has had on the marketing industry.  I’ll have to admit that, a couple of years ago when the real estate market first begun the down slide and the economy started going in the tank, I was still amazed to see that the advertising industry seemed to be remaining strong. 

In past recessions, I’d seen that as soon as the economy started to constrict, the clients started slicing and dicing our marketing budgets with no abandon.

This time around, the agency I was working at at the time, was still growing like gangbusters.  And the clients were still spending copiously.

Now I think they were all just in denial.  Because two years later, the recession has hit all businesses square in the face and the marketing industry has changed more than I have ever seen.

The good thing is that our agency is actually still growing and going strong.  Because of our business model, no brick and mortar = low overhead and less cost and more value for clients, we’re seeing more and more clients, even big clients, who are looking for a smarter way to leverage their budgets and who are happy to go with a boutique agency with senior level talent and full service with a smaller price tag.  Seems like a no brainer to me!

The other interesting trend we’ve seen is that clients are really looking for creative ways to engage their customers.  The days of soley traditional branding campaigns seem to be a thing of the past.  Not that branding is dead, mind you!  God forbid.  A strong brand is still essential. 

But as technology grows, we continue  find better ways to filter out advertising messages as we seek out our entertainment and information (think Tivo/DVR, XM Radio, Pop-up blockers, etc.), making it more difficult to get our marketing messages to the right, receptive market. 

Plus, it seems like traditional advertising just keeps getting more and more expensive and less and less effective.  These days, the best way to really reach and, more importantly, engage a clients’ customers is to catch them when they are actually in the mindset of seeking out information on your product. 

Instead of utilizing only traditional outbound marketing (i.e. advertising, trade shows, cold calling, eblasts, direct mail, etc.), clients of today’s economy must include a strong mix of inbound marketing in their marketing plans (i.e. search engine optmization, blogging–to include writing blogs as well as reading and commenting on blogs, participating in social media such as Twitter, Facebook, LinkedIn, etc.). 

Every companies’ customers are already out on the web seeking out information on potential products and services.  Of course, you want them to find you when they do!  Not only that, but they are having conversations about those products and services.  Making commentary.  Sharing opinions.  It’s so important to know what they are saying and be prepared to participate in the conversation.

Best of all, social media and search engine optimization is way less expensive than traditional media and can be much more targeted and viral.   

As the marketing arena continues to evolve from pressures in the economy and demands by clients for more direct responses to their marketing spend, we’ll continue to see a shift towards more inbound marketing and less outbound marketing.  I have no doubt.

We saw the writing on the wall pretty early.  So our agency has luckily already jumped all over this marketing revolution for our clients and are continuing to educate ourselves everyday and stay on top of it so we can make the most of these opportunities for our clients.  It’s been exciting to see the phenomenal results we’re already getting through strategic search engine optmization as well as leveraging the blogosphere and social media for our clients. 

It’ll also be interesting to see the effect that this has long term on our industry.  Will marketers who cling to traditional methods eventually fall by the wayside?  I’m thinking, probably so. 

These are just my thoughts, but I’d love to hear from you.  What do you think of social media?  Do you think it’s just a fad?  Have you seen any big marketing shifts in the company you work for?  Do you think that social media will eventually cause traditional media to get less expensive in order to compete (one can only hope!)?  We’d love to hear your thoughts!

by Tracy Marlowe


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