Archive for Advertising

| August 8, 2011
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Marketing Geek Goes to Comic-Con

I’ve been a self-proclaimed “geek” for most of my life. While others shied away from their geekier side, I embraced mine. I worked with what I had. A few weeks ago, I fully embraced it and let my geek flag fly at San Diego Comic-Con for the first time. And while I was there, another side of me emerged – the marketing geek.

Coming from a journalism background, I’m surprised all the marketing talk of the last year seeped in as much as it did. Just as our company’s name changed, so has the way the world communicates (see what I did there?). Communication is marketing and vice versa.

From signings to guest panels and discussions, Comic-Con had the schedule pretty much available to the masses. There were mini-events and news, however, communicated solely by old fashioned word of mouth – helped by text messaging, Twitter and Facebook. The news of Amy Winehouse’s death spread like wildfire. And “secret” meet-ups and signings turned into lines with three-hour waits.

Another nod to old fashioned marketing was seen at the Lego booth where a pile of bright yellow Legos provided instant product acknowledgement and connection (look at me talking like a marketing professional!). I’m sure every kid and adult who made a castle or Star Wars logo with those plastic, riveted blocks went home wanting some of their own. Any booth with “Comic-Con Exclusive” with their merchandise instantly sold out – one straight out of the marketing handbook.

Smaller publishing companies, comic book stores and artists used Comic-Con as a strategic business move. They provided quick read codes (those pixilated boxes), which automatically gathered information from attendees. Just to get a Voltron button of the blue lion, I had to enter my email address. Instant, engaged post-show audience gained.

Aside from the swag ‑ I’m also the proud owner of lanyards with mini-Sharpies, a coin purse with a new CBS show’s logo and a “Glee” Comic-Con exclusive poster, among other things – booths ran contests via Twitter. One attendee approached a booth and showed her official tweet to get a prize.

The schedule of events was the Bible of the convention, but at the same time, Twitter and Facebook broadcasted important information not available in print. What social networking had going for it – with the exception of being easily accessible by the smart phones in everyone’s Yoda backpacks – was the ability to change on a dime. Had I checked my Twitter 15 minutes earlier, I would have been able to get one of the 40 extra tickets released to a panel discussion I thought was sold out. I checked my Twitter account more that weekend than I have since I got it because the environment dictated it. Note to self for next year: Enable push notifications.

I’m slightly embarrassed to say I wasn’t prepared for the massive social media influence and usage at Comic-Con. More and more conventions and events where people gather en masse are moving in this direction, and with all the geek flags flying, I should have known. Oh well, there’s always next year. I’ve already downloaded my app.

Tiffannie Bond is a media relations specialist at Imagine Communications. Contact Tiffannie at tbond@weareimagine.com

Category: Advertising, Marketing, social media, Social Networking, Tiffannie Bond | Tags:
| July 25, 2011
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Imagine Communications = a brighter tomorrow

Jeff Jensen

As many of you are already aware, Imagine Marketing of Nevada, Inc. rolled out a new brand and a new DBA as Imagine Communications on July 18. While the new brand means different things to different people, for me it simply means a brighter tomorrow for our already successful company.

I truly believe that our new brand developed its roots in October of 2008. That’s right, nearly three years ago. That was the first month that Imagine felt the wrath of what has become known as the “Great Recession.”

After a couple of months of digging holes, jumping in and then shoveling dirt on ourselves, we quickly realized that in order to survive, we were going to have to reinvent ourselves.

Behind the leadership of senior partners Brian Rouff and Alex Raffi, we started to explore ways to build our company through offering new products and services. We could no longer be strictly reliant on graphic design and public relations, which had been the staple of Imagine since its inception.

We implemented social media, extensive video production, animation, lobbying, business seminars, business operations/development and even book publishing. And while this process hasn’t been easy or quick (downright painful in many instances), I am proud to say we are now turning the corner to a brighter tomorrow.

Our new brand better reflects the complete line of products and services we offer as well as a clean and modern look that reflects upon the youthful exuberance that is brought to our firm by staff members like Cynthia Carbajal, Megan Lane, Melissa Rothermel and Nadia Zerka, who were all responsible for much of the look and implementation of the new brand.

Imagine Communications is simply an evolution of what founder and majority shareholder D.J. Allen started in 2000. While the look may have changed, our creative energy and dedication to our clients remains the same.

Jeff Jensen is the Chief Financial Officer for Imagine Communications.
Contact Jeff at jjensen@weareimagine.com.

Category: Advertising, Branding, communcation, Uncategorized | Tags: , , , , ,
| July 21, 2011
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Making Imagine’s outside match what’s inside

When a business is born (especially of the entrepreneurial kind) a lot of effort is put into finding a name that truly matches the essence and spirit of what that business will offer, as well as a name that will stand the test of time. This is very true for Imagine. The dream for Imagine was to be the next best thing to your in-house marketing department, employing business-minded individuals who were passionate about their craft, whether it be writing, graphic design, advertising or strategic planning. When Imagine Marketing of Nevada was conceived, the name and the tagline, “The Creative Business Thinkers,” clearly communicated the firm’s offerings.

Over the last 11 years we have grown and changed in many ways to accommodate the needs of our clients, to utilize the talents of our team and ultimately to survive a tough economy. In addition to our internal growth, the perception of the word “marketing” has also changed. Rather than communicating an umbrella of service offerings, it seems “marketing” has become muddled and, in many ways, misunderstood.

Yet, despite these internal and external changes, Imagine has continued to wear the same name. It’s like Imagine has been fine-tuning its communication muscles, which are now busting through the metaphorical marketing T-shirt. If we chose to ignore these changes, we would ultimately be doing a disservice to ourselves, our current clients and our prospective customers. In some ways, changing our name to Imagine Communications happened on its own.

Personally, I am excited for the change. When I started at Imagine nearly eight years ago, I was a recent college graduate hungry to be part of a team that cared about what they did. I found that team in Imagine, and now, as a team, we have the passion coupled with experience and know how to communicate in almost any capacity on behalf of our clients.

I feel like a kid going back to school after a long summer, excited to share with my friends the new upgraded version of myself with great stories to tell and a new wardrobe and haircut to boot. Ultimately, the root of who Imagine is has stayed the same. And now, with a new name, our outside image will once again match what is happening within our offices at Imagine Communications.

Megan Lane is part of the client relations team at Imagine Communications.
Contact Megan at mlane@weareimagine.com.
Category: Advertising, Branding, business, graphic design, imagine communications, Imagine Marketing, Marketing, name change, Public Relations | Tags: , , , , , , ,
| July 18, 2011
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Imagine, new and improved


For some time, I’ve had the sense that the word “marketing” no longer accurately conveys the full spectrum of activities we’re involved in at Imagine. The word seems vaguely old-fashioned, as if the speed of technology has passed it by. Over the last few months, this discussion has been a central focus of our entire team. Recently, we reached consensus that Imagine is, first and foremost, a communications company. That is the concept that ties all of our offerings together, the one constant that keeps us ahead of the market.

And so it is with great fanfare (insert virtual sound effect here) that Imagine Marketing is now Imagine Communications. This is not a decision we came to lightly. After all, we’ve spent the last 11 years building brand equity for our previous name and logo. A lot of strategic thinking, relationship-building and plain old hard work went into that effort. We certainly don’t want to lose any of the credibility we’ve so painstakingly established. Still, the new name is a more accurate reflection of our true identity. Think of it as an evolution, not a change. This will become clear as you take a look at the services we offer:

· Strategic Business Planning

· Messaging

· Branding

· Graphic Design

· Media Relations

· Social Media Development and Management

· Media Buying

· Consultation

· Facilitation

· Government Affairs/Lobbying

· Video Production

· Animation

· Publishing

· Event Planning and Coordination

· More

I threw the “more” in there because I’m sure I left something out. Or maybe it means that there’s “more to come.” Either way, I felt we needed a loophole.

If you had reviewed our list from just three or four years ago, it would have looked entirely different (and shorter). The newer additions are a response to the economy, the marketplace and to our own emerging skills and interests. And we’re surprisingly good at all of them (if I may brag a bit), thanks to a team of dedicated, enthusiastic individuals who never settle for less. If you know any or all of us, I hope you’ll agree that we’re a good group to work with. Results-driven and fun at the same time.

I believe our new name and logo communicate all of that. A little bit corporate, a little bit entrepreneurial, but still capturing that intangible “stuff” that makes us who we are.

I wonder if we can get Donny and Marie to sing our new theme song.

Brian Rouff serves as managing partner for Imagine Communications. Despite his Donny and Marie reference, he likes to think he keeps up-to-date on current industry trends. Email Brian at his new email address: brouff@WeAreImagine.com.

Category: Advertising, Branding, imagine communications, Imagine Marketing, Las Vegas public relations firm |
| June 22, 2011
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Market Research You CAN Afford

Before coming to Imagine, I worked as a marketing manager for a small business. Working for a small business meant that sometimes I had to get creative with ways to stretch our marketing dollar. We knew who we wanted to target and we knew who our customers were. Social media tools like Facebook, Twitter and Mail Chimp were all great, inexpensive ways to reach our customers. Cross promoting with complementing businesses was a no brainer. Using trade or gift certificates in lieu of cash for sponsorships? Done.

Traditional media like radio and television were a bit trickier. Media sales reps would parade in and out all day with reports and numbers about how their station was number one! Granted, that could mean anything since they could be number one…from midnight to 2am with 65-75 year old men. Since we didn’t have the means to do formal market research and find out more detail about what and how our customers watched, listened and read, I used a much easier method. I snooped.

Free market research is all around us. One of my favorite places to monitor people’s television viewing habits is at the gym. Most gyms now have individual monitors on every treadmill, Stairmaster and elliptical machine. Vary your workout times and you’ll quickly learn which programs and channels are most watched and who is watching them. Stop by your local library, take a stroll through the computer area and you’ll see which sites are being visited the most. Eavesdrop at a restaurant or coffee shop by major work places the day after a highly anticipated show airs and hear who’s talking about it and what they’re talking about. Roll down the windows in your car and you’ll get snippets of what people listen to in their car. Satellite radio and MP3 players may be taking over but in severe weather or traffic jams, the first and easiest place drivers turn to is their local radio station. Even something as simple as striking up a conversation in line at the grocery store can lead to new revelation in your research…and make sure to take a peek into their grocery cart to see what their buying habits are while you’re at it!

Too often, we’re quick to dismiss the idea of traditional media and “old school” methods. This is a dangerous mentality. Traditional media still works, especially when supported by the new media. Using this non-traditional method of market research can help you learn more about your current and potential customers – no matter how you chose to market your business.

*A portion of this blog published originally on: Nadia’s Notes

Nadia Zerka works on the Client Relations team at Imagine Marketing.
Contact Nadia at nzerka@imnv.com

Category: Advertising, free market research, market research, Marketing, social media, traditional media |
| February 15, 2010
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Package deal

Recently, while waiting in line at In ‘n’ Out (regular readers of my blog know I’m a burger junkie), I passed the time by adding up the individual item prices and comparing them to the package prices. Guess what? They’re the same.

I have to admit my surprise. As consumers, we’re trained to believe that package deals are somehow better. But as a marketer, I should have known that packages are more about convenience than savings. Convenience for the customer, certainly. But also for the business. It’s one of the reasons behind In ‘n’ Out’s legendary efficiency.

Since its humble Southern California beginnings in 1948, In ‘n’ Out has been the quintessential American success story. Here’s why:

Keeping it simple – When you stop to think about it, In ‘n’ Out features only three items – Burgers, fries, drinks. Makes it easy to order, easy to move people through those lines.

Sense of identity – They know who they are. And who they aren’t. You won’t find any ill-conceived forays into pizza or salad or Mc-anything. The philosophy is “do one thing and do it well.”

Bigger isn’t necessarily better – In ‘n’ Out won’t expand beyond the western U.S. because they’d have to freeze the beef. Frozen beef equals inferior quality. This is a company that protects the product at all costs.

Cult-like following – Nobody’s more loyal than In ‘n’ Out customers. They sport the gear, know the “secret menu” and wait in those lines. The only thing missing is Kool-Aid.

Treat the employees well – By all accounts, the help is well-paid and well-treated (compared to those other fast food joints). That’s why the smiles seem genuine. Hey, if I ever get to retire, I’ll work there for the food.

So there you go. Basic principles that can be applied to any business. What are you waiting for?

See you in line.

Brian Rouff is the managing partner of Imagine Marketing.
Contact Brian at brouff@imnv.com

Category: Advertising, brand identity, Brian Rouff, Imagine Marketing, In 'n' Out marketing, integrated marketing, Las Vegas, Public Relations, Social Networking |
| February 10, 2010
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Thou shalt blog.

I’m not a religious person. In fact, I always joke that when I die and I’m reborn to this earth I’ll be Jewish. Of course, if I’m reborn that’s because I had spent my current life studying reincarnation and hoping the Hindu community would accept me as one of their newcomers.

All joking aside, I had to post a note, blog …whatever you’d like to call it, about a KNPR program I was listening to last week on my way home. The program focused on how blogging and social networking sites help to expand your brand presence, message and therefore modify public behavior.

Although people pay me for my advice and much of that advice has included my suggesting businesses implement these same communication efforts for themselves over the years, sometimes the message just doesn’t stick… at least, not until Pope Benedict XVI proclaims it. (Apparently I don’t have the same pull that he does.)

That’s right. One of the world’s most traditional groups is now promoting social networking to spread its message.

So what does this mean for you, besides having the “will” of the church behind you as you move into the world of Internet, electronic and social networking? It means, in order to encourage behavioral change (regardless of your affiliation or message), you need to be where the people are. That is the goal of marketing my friends.

Check back soon. I’ll be posting another whatyoumacallit that will provide you with suggestions on how to enhance your blog site.

Amber Stidham is the director of strategic planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Category: Advertising, Amber Stidham, blogging, Imagine Marketing, integrated marketing, Las Vegas, Pope Benedict XVI, Public Relations, Social Networking |
| February 8, 2010
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Communicating change is your top priority

Imagine that you are the CEO of a large company and you just found out that in order for your company to survive in this economy, you must cut an entire department of 450 employees in the next six months. How would you handle this situation? Would you wait until the very last moment to share this news with your employees, or would you immediately communicate the situation to them – even if you didn’t have all the answers?

Last week I attended the International Association of Business Communicators (IABC) monthly luncheon at Maggianno’s in the Fashion Show Mall, and this scenario was part of the discussion. The topic of the luncheon was communicating change. Guest speaker, Adrian Cropley, ABC (shown left), is director and founder of Cropley Communication, a consulting firm that focuses on change communication based in Melbourne, Australia.

I always take away a few nuggets of wisdom at every IABC event, but this is the most widely relevant topic because everyone seems to be going through some kind of change right now. Some organizations have had to downsize their companies substantially as a result of tough economic times in the last year, others are facing consolidation of resources in order to continue to compete in their industry, and still others are considering a change of office space to save money on long-term overhead costs. The point is, not all change is necessarily bad, but it’s human nature to fear the unknown, which is why communicating well during times of change is not only necessary but should be a top priority.

Here are a few of the lessons we can all take away from Adrian’s presentation:

  • Change management is better defined as “change communication” because you can’t manage change, but you do have the power and ability to communicate what is happening to your audiences, both internally and externally.
  • If employees feel engaged by leaders in times of change, they are more likely to understand, empathize and be less resistant.
  • The earlier leaders of an organization can bring in their communication team to begin preparing a communication plan during times of change, the better.
  • Organizations that handle change well deal openly with employees resistant to change.
  • The focus of change communication should not be on controlling the reaction to the change but rather the timeliness of the message to employees and stakeholders.
  • Change is not a step-by-step process; it’s about human emotion.
  • The key to an effective change communication strategy is educating your employees with the information you do have even if you don’t have all the information or ultimately know what the outcome will be.

So how did the company that was faced with cutting over 450 jobs deal with its change? It did the best way it could by educating quickly and communicating honestly with its employees. Because of this strategy, all employees returned to their offices the next day and most of them worked through the end of their contracts. With that, I leave you with two questions: What change is happening in your organization right now? Are you effectively communicating this change to your employees and key stakeholders?

Megan Lane serves as an Account Executive for Imagine Marketing.
Contact Megan at mlane@imnv.com.

Category: Advertising, integrated marketing, international association of business communicators, Las Vegas, Megan Lane, Public Relations, Social Networking |
| January 19, 2010
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Phenomenon of the mystical infomercial, its role in marketing

This is my favorite time of year. Not because the holidays are over or because of the sense of renewal the New Year brings, but because I love that almost any time I turn on the TV I am bound to run across an infomercial trying to sell something I absolutely don’t need but somehow begin to want the longer they can hold my attention.

From beauty products to kitchen gadgets to exercise equipment, I love them all. Some of my all-time favorites include the Ronco Oven (“Set it and forget it.”), the Tony Little Gazelle Freestyle and, of course, the Snuggie. However, this year there are a few that could easily take that top spot. (See examples of the infomercials mentioned and more, below.)

More than just sharing my favorites, I would like to explore further the phenomenon of the mystical infomercial and what lessons can be applied to business.

Infomercials often become the topic of conversation (at least in my office), and I don’t think I would believe anyone who told me they haven’t been sucked in by at least one infomercial in their lifetime. We laugh at the absurdity of some of the products, but the truth is, if infomercials weren’t effective they would have ended a long time ago. The secret to infomercials is that they have found a way (as silly as it may be) to effectively showcase testimonials and third-party recommendations. I will admit that I have watched many an infomercial and thought, “Wow! If that lady can do it so can I!” or “I’m busy just like that guy; that product is perfect for my lifestyle.”

Regardless of whether you truly believe the endorsements of the people featured, they still legitimize the products they are trying to sell. The lesson here that can be applied to business is that what your customers are saying about your product (good or bad) can have an impact and influence on potential customers. Even if you are the one ultimately providing the platform for these testimonials, others will listen if the endorsements are genuine and results-driven.

Now for the real reason why you are reading this particular blog entry: my favorite infomercials of 2010. If you have a favorite, please share as a comment below or e-mail me directly.

Shake Weight: http://www.youtube.com/watch?v=rVogg_0Hhus

Booty Pop: http://www.youtube.com/watch?v=d4EvVErNhVE

Magic Bullet: http://www.youtube.com/watch?v=RtpKjgwi4Sc

Ronco Oven: http://www.youtube.com/watch?v=0_2Kd1STO64

Tony Little Gazelle Freestyle: http://www.youtube.com/watch?v=pyK-3Em8__c

Snuggie: http://www.youtube.com/watch?v=R-df-ISYkGA&feature=PlayList&p=6C2397B2323F8BFC&playnext=1&playnext_from=PL&index=1

Megan Lane is an Account Executive with Imagine Marketing
Contact Megan at mlane@imnv.com.

Category: Advertising, firm, Imagine Marketing, integrated marketing, Las Vegas, Megan Lane, Nevada, Public Relations, Social Networking |
| January 13, 2010
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Your crisis: a one-day story or a months-long story? It’s your choice.

It’s never a happy occasion when the need for crisis communications arises (for obvious reasons). However, when/if a crisis does arise, it’s important to handle it correctly to minimize the impact on your business as much as possible.

So what is the correct way to handle a crisis, you ask?

First, and most importantly, our firm recommends you have a detailed crisis communications plan in place at all times. Turning to this plan and adhering to its guidelines will help your business better respond to problems and can potentially keep a problem from escalating into a full-on crisis.

Second, while each crisis situation is different, there are some basic reactive things to remember that can minimize the impact of your crisis:

DON’T try to cover the story up. The biggest mistake to make is assuming the story can be hidden. Ignoring reporters’ calls, threatening the media with your clout if they reveal your story and/or hiding out in an office will not make the crisis go away. Instead, it makes you look bad and opens the doors for reporters to interview anonymous sources who claim they know all about your crisis and would be happy to discuss it on TV.

DO communicate with the media. Once the media has hold of your story, you are much better off working with them than against them. Provide them with the facts you have, but don’t speculate. Speculation can cause you even more problems later if you were wrong.
DON’T lie. It’s almost guaranteed that if you lie to the media, you will get caught and you will be painted in an unfavorable light. If you made a mistake, own up to it and immediately explain what is being done to correct it.
DO communicate internally. Make sure your employees know who is – and isn’t – authorized to speak with the media on your company’s behalf. During a crisis, a reporter may call and begin asking questions of whoever picks up the phone. This can be disastrous if that person really has no idea what’s going on but talks with the reporter anyway.
Need further clarification? I’ll illustrate using two recent news stories about very similar situations but that ended with very different results:

HOW NOT TO HANDLE YOUR CRISIS: The Tiger Woods Scandal


Tiger Woods was so careful about keeping a squeaky clean image. He was a hugely successful golfer and a happy family man. What could be more unassuming?

In late November, Woods was injured when his SUV struck a tree close to his mansion. But while the public at first felt bad for Woods, questions quickly began to arise. Before long rumor had it that Woods hit a fire hydrant and a tree because his wife had been chasing him with one of his own golf clubs! At this point, Woods took his opportunity to say … nothing.

With nothing but rumors to work from, journalists country-wide made fast work of finding out for themselves what happened at the Woods’ home that evening. Soon stories on everything from Woods’ mistresses to his Ambien habits headlined papers and TV shows and radio broadcasts everywhere, and headlines such as “Eight is Enough!” and “More Women in the Tiger Woods Scandal – Seven and Counting” quickly began surfacing throughout the Internet.

Months later, the Woods’ story is still going strong.

HOW TO HANDLE YOUR CRISIS: The David Letterman Scandal


On Oct. 1, David Letterman asked his audience if they would like to hear a “little story.” Audience on board, Letterman launched into what audience members expected would be another joke. Ten minutes later, a stunned studio audience and millions of viewers were privy to all of Letterman’s secrets: the extortion attempt, the threats and his sexual affairs with members of his staff.

While this announcement, not surprisingly, left a flurry of news articles in its wake, it died in less than a week – only returning to the spotlight in December when Letterman himself began to poke fun at Woods’ expense and, playing off of his own sex scandal troubles in his monologue, asked Woods to “stop calling me for advice.” For Letterman, the situation was as ideal as can be expected.

Melissa Rothermel is the Director of Media Relations for Imagine Marketing.
Contact Melissa at mrothermel@imnv.com.

Category: Advertising, henderson, Imagine Marketing, integrated marketing, Las Vegas, Melissa Rothermel, Nevada, Public Relations, Social Networking |
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