1986 - 2014
Y E A R S O F S E R V I C E
Vol. 27 No. 286
Your Better-Than-Ever B2B Connection
TV Anchors Reflect On Twin Crises
ADDY Awards: At left, John Brown and son, Jason, relax at the ADDY Awards gala, where John received the AAF Silver Medal. Center, from left, Wexley’s Ian Cohen, Todd Grant and Cal McAllister marvel at the stack of 14 Gold and Silver ADDYs won by the agency.
Dan Lewis is departing his KOMO-TV anchor desk, but will continue with the station, doing an occasional special report.
Wexley SFG THE EVENT—On May 21 third annual MARKETING Awards opportunity of the year in our business.” Leads ADDY- willTheculminate with THE EVENT on May The buffet-style gathering runs from 4 to 8pm at the Bell Harbor Confer21, where all winners in the justAwards Field concluded 2013 competition will ence Center on Pier 66. Wexley School For Girls paced the field in the AAF Seattle Awards competition with four Golds and 10 Silvers, for a total of 14 ADDY Awards. Most of those were for work for Darigold. Tether was second with 13 ADDYs —all for its Red Bull work—but nine were Gold and four were Silver. They were followed by Creature with nine, Copacino,+Fujikado, eight, Cole & Weber United and Publicis, both six apiece, ADDYs • 16
Agency Side/Client Side Dan Japhet and Rod Brooks look at the important subject of rebranding from the agency and the client perspectives, respectively. Dan looks at which consultant you should pick, while Rod discusses who you should trust with your rebranding. See Pages 6 and 7.
be revealed. This “Evening of Recognition” is an unrivaled gathering of agency principals and members of the MARKETING IMMORTALS pantheon, creating what one attendee at last year’s EVENT called “the supreme networking
A total of 92 marcomm firms submitted a record 360 entries in 46 categories this year. And more than 4,200 votes were cast by visitors to the www.marketingnw awards.com website. EVENT • 16
H/M ‘Alt-ers’ Agency Name Hodgson/Meyers, a leading local B2B agency, has acquired Alt, a Bay Area-based creative firm, and rebranded the combined organization as BlackWing Creative (BWC). H/M principal Gary Meyers is president/ chief creative officer of the new agency and Steve Franklin from Alt is the managing director. The other H/M principal, Tim Hodgson, will head up the company’s growing video and motion graphics group. Meyers said he was introduced to Franklin about a year ago by Bill Fritsch, co-founder of Alt and now CEO of Digital Kitchen and
Meyers Franklin a new BWC board member. “Over the years, Tim and I have looked at a number of potential acquisitions,” Meyers said. “but they always seemed to BlackWing • 16 FENW N
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What is there left to say about the KOMO helicopter crash March 18 or the Oso landslide just four days later? As a practitioner in the journalism and marketing community in Seattle since 1964, this reporter can’t recall a period of more expansive, intensive and in-depth news coverage than that accorded those back-to-back tragedies. Television became our eyes and ears to the developing details, which led to the idea of calling on anchors at KOMO, KING and KIRO, all of whom happen to be longtime occupants of their respective posts. Dan Lewis, who just announced plans to depart his anchor job in favor of occasional special reports, has held the co-anchor spot Anchors • 17
Emmy Gala Two-Tiered Once Again
The Emmy™ Awards are moving south to a new venue at the Hilton Seattle Airport & Conference Center and again will feature a two-tiered celebration of excellence in broadcasting in the Northwest. The black-tie-encouraged gala, where the golden statuettes are dispensed, will begin at 4pm Saturday, June 7, with a red carpet arrival and cocktail reception, followed by dinner at 5:30pm. Presentation of Emmy and Special Awards will begin at 7 and be streamed live. Chris Cashman, who has produced the Emmy presentation for many years with his famous father, Pat, as host, will both produce and host this year. Friday, June 6, new Gold and Silver Emmys • 16
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What’s Going On Here?...
MARKETINGnw.com • May/June 2014 • Page 2
That was the headline of the Page 1 column that the late publisher John L. Fournier Sr. ran each week in his Renton, Kent and Auburn weekly newspapers back in the ’60s, when I served as news editor of his Auburn paper. That question still is apt five-plus decades later, in the wake of a digital revolution that has heavily impacted the marcomm industry, especially in relation to social media vs. traditional media. As a 70s-something, I submit that the gulf has never been wider between the oldest and youngest working generations than the one that exists between mine and the so-called “headsdown” generation of 20-somethings. In the midst of this unprecedented change come two new books that should be “must read” for anyone in any aspects of the marcomm business. (It’s worth noting that, in the just-completed MARKETING Awards competition, entries in the Social Media Campaign category were scant and that traditional television commercials —for the third year—dominated the entry count, by a wide margin.) The first of the two must-read books is titled Agency Mania, written by a former global marketing executive for Microsoft named Bruno Gralpois, who spent nights and weekends during his 10-year career with the company penning his “labor of love.” The second is titled Face-To-Face Book, written by Ed Keller and Brad Fay of the Keller Fay Group, leaders in research into the relative powers of social media and word of mouth in today’s contacts with consumers. They got me after reading this paragraph on the jacket cover: “For the past six years, Keller and Fay have undertaken a unique, ongoing study of consumer conversations. The surprising result? More than 90% of consumer conversations still take place offline, primarily face-to-face... Social media is big and growing, but it’s dwarfed by the real world in which people live and interact... [and] the greatest impact comes when those conversations happen face-to-face, as emotions and nonverbal cues are communicated along with words.” Gralpois posits today’s “best (marketing) practices” across the full gamut of challenges wrought by the digital revolution—from how agencies define themselves, to the new forms of compensation (replacing the old standard 15% markup on media), to the creative-first approach to developing the advertising message, to the makeup of holding companies and how their sub-agencies deliver advertising messages in a global economy, to productive client-agency performance evaluations—and lots more meaty morsels in-between. I put my money where my mouth is and bought 25 copies of the book from Bruno to give as door prizes at THE EVENT on May 21, where the MARKETING Award winners will be revealed. He also will be there to sell and autograph copies of this seminal work about send share save “what’s going on here” today... —LC
Art Of The Issue: An extraordinary
tribute was paid to Seattle advertising legend John Brown at the March 19 Seattle ADDY awards show. It came in a five-minute video that his son, Jason, prepared for his father’s acceptance of the coveted AAF Silver Medal for career contributions to the advertising industry (See Page 1 photo/ADDY story). One segment featured John’s erstwhile competitor and adbiz titan in his own right, Dan Wieden of Wieden & Kennedy,. Wieden admitted that John “intimidated the hell out of me.” He recalled that when he first saw the iconic “There Is No Finish Line” ad for Nike, back in 1978 he said, “Isn’t that like one of best goddamn headlines ever written?” He went on to laud John as “an amazing voice out of the Northwest” who “deserved this honor decades ago.” And he credited him with “changing the nature of what we do.” As John wrote in his commentary on the marketingimmortals.com website, the Finish Line ad drew an unprecedented response from customers. “Even though it was in pre-email
days, runners wrote more than 100,000 letters to Nike after that ad ran and thanked the company for making high-performance shoes and understanding what a lifetime of running means.”
The Paperbuttons in this issue allow you to save and send share save share the stories via Facebook or email. You also can get additional content on select articles. Simply download the free Paperbuttons app for iPhone and Android and scan or “press” the codes. Scans QR codes too!
Larry Coffman • Melissa Coffman Publisher Associate Publisher
MARKETING is a 1986 copyright© publication of MANE/MARKETING Inc., with offices at 13901 NE 175th St., Ste. M, Woodinville, WA, 98072. Phone 425-487-9111/FAX 425-487-3158/e-mail firstname.lastname@example.org. Opinions of contributing writers are not necessarily those of the publication.
N E W S M A K E R S
McGrath Rob Martin has been promoted to chief operating officer of BDA, one of the nation’s leading merchandise agencies, after joining the company as chief marketing officer five years ago... Hydrogen welcomes back creative director Michael McGrath after a five-year stint at draftFCB in Chicago. He rejoins former coworkers from both Chicago and Seattle... Libby Catalinich, most recently communications director at REI, has joined the staff of JayRay, based in Tacoma, where she graduated from Wilson High School... Dan Miller has
Halverson Rosencrans joined Wunderman Seattle as group account director. He comes from a similar post at Curator... Creature has a half-dozen new staffers. They include: executive director/business design Linda Halverson from Hornall Anderson; chief operations officer Dave Rosencrans, who most recently has been freelancing with Digital Kitchen and others; senior project manager Erin Keeley from Cole & Weber United; digital media planner/strategist Jake Eastman from Razorfish; copywriter Amy Cook from Publicis Seattle and agency coordinator Chelsea Peart from the University of Oregon... Shirley Eclipse has joined International Media Partners in Bel-
COVERING REFRIGERATORS ALL AROUND T HE SOUND
Projects & Plaudits
levue as director of client services... Richard Kendall has been promoted to general manager of Allison+Partners in Seattle... Nyhus Communications has announced three promotions. Andrew Wells was promoted to account manager and Charles McCray to account supervisor on the agency’s public affairs team. And Stephany Rochon has been appointed account supervisor on the public relations team. Wells joined the agency three years ago, and McCray and Rochon both came aboard in 2013.
Seattle-based Frause’s three-person staff in Portland is now sharing office space with CFM Strategic Communications. Though the firms will remain separate they plan to seek opportunities to leverage their collective skills and industry knowledge. Principals Bob Frause and Gary Conkling of CFM say they believe “the exposure to different ideas and approaches Newsmakers • 20
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The “2 Days In Seattle” travel advertising campaign, created by Copacino+Fujikado, won Best in Show at the recent Hospitality Sales & Marketing Assn. Int”l (HSMAI) Adrian Awards, in competition with 1,200 other entries. The campaign was launched in 2012 by Visit Seattle to promote overnight stays. From left are Ali Daniels, Visit Seattle’s VP marketing, HSMAI vice chair Marina MacDonald and Mike Hayward, C+F CD.
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MARKETINGnw.com • May/June 2014 • Page 4
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‘MARKETING IMMORTALS’ Inductees Steve Raible
Recognized as one of the premier news anchors in the Pacific Northwest, Steve Raible co-anchors KIRO 7 Eyewitness News at 5 and 11pm each Monday through Friday. He joined KIRO 7 in 1982, following a six-year career as a wide receiver for the Seattle Seahawks. He has reported stories from Tokyo to Moscow and has covered major events from Olympic Games and presidential campaigns. He also is the voice of KIRO’s extensive Seafair hydroplane and air show coverage For nearly three decades, Steve’s been a member of the Seattle Seahawks radio broadcast team, taking over the playby-play duties in 2004. He became a published author that same year with his book, Steve Raible’s Tales from the Seahawks Sidelines. Steve also is one of the Northwest’s favorite emcees and dedicates his time and talents to support many agencies, including Big Brothers Big Sisters, The Moyer Foundation, the Fred Hutchinson Cancer Research Center and other Seattle-area nonprofit organizations. Governor Christine Gregoire also proclaimed May 4, 2005, as Steve Raible Day in Washington State. Steve also was honored as the 2010 Silver Circle inductee by the Northwest Chap-
Dave Syferd is a veteran marketing communications expert who has successfully managed his own companies and major marcomm accounts. He graduated from Whitworth College in Spokane with a degree in political science and the dream of becoming a commercial airline pilot, but that dream was dashed when, as a U.S. Navy cadet, he learned he didn’t have 20/20 eyesight. After the service, he joined the staff of Merry Calvo Lane & Baker, a noted former Seattle PR firm that later sold to Hill & Knowlton, the world’s largest PR firm. After rising to general manager of H&K’s Honolulu office, he returned to the NW as VP/corporate communications for Rainier National Bank. While at Rainier, he met Ron Elgin (now a fellow IMMORTAL), who was with Cole & Weber. That led them to
ter of the National Academy of Television Arts & Sciences and has been awarded five regional Emmy Awards, including two for Best Anchor. And his KIRO 7 news team has received two national Edward R. Murrow Awards for Overall Excellence. Steve and Sharon live in Seattle and he spends his limited leisure time tending to the couple’s menagerie of pets.
THE PROCESS: Two new inductees will be added to the MARKETING IMMORTALS pantheon each issue. The Sept/Oct. 2013 through May/June 2014 inductees will be recognized at THE EVENT on May 21, where the 2013 MARKETING Award winners will be revealed. The inductees are introduced with a biography outlining the highlights of their careers in some aspect of the marketing communications realm. Their career commentaries, which are the heart of the IMMORTALS concept, appear on the marketing immortals.com website, along with those of the other 42 members already enshrined. Send nominations to firstname.lastname@example.org. send share save
co-found Elgin Syferd Advertising and PR in 1981, which grew to become the largest independent agency in the Northwest and eventually was sold to DDB Needham, before selling the agency to DDB in 1994. After the sale, Dave helped Bob Walsh spearhead an unsuccessful bid for the 2012 Summer Olympics and conduct business in the Republic of Georgia. Later, as co-founder of the International Tourism Councils, he helped establish tourism in Argentina, Peru and Vietnam. Most recently he served as CEO of Dave Syferd & Partners, a small, fullservice agency. He currently is an independent marketing consultant, living in West Seattle with Trudi, his wife of 47 years.
THE EVENT on May 21st* is where all the 2013 MARKETING Awards winners will be revealed—and much more! This one-of-a-kind Evening of Recognition will be enhanced by the attendance of members of the MARKETING IMMORTALS pantheon. To reserve your spot, email your order to email@example.com. Prices are $75 for employees of companies that had entries in The MARKETING Awards competition and $85 for non-entrants. A limited number of tickets are still available. There will be drawings for cash prizes of $100, $50 and $25, a delicious buffet and two complimentary drink tickets with each order. Attendees will receive a unique “Tix-Tag” (at right) that serves as both the holder’s admission ticket to THE EVENT and nametag. No more check-in lines and unreadable/unstickable nametags! * THE EVENT: 4 to 8pm, Wednesday, May 21 at the Bell Harbor International Conference Center on Pier 66 in Seattle.
Who’ll Be Voted Best Of 2013? All Big M (first-place) winners will be eligible to be voted Best of 2013. Voting will run from May 26 to June 6 at www.marketingnwawards.com. The winner will receive a $500 cash prize from presenting sponsor Comcast Spotlight. At left is the inaugural Crystal M presented to the Best Of winner.
MARKETINGnw.com • May/June 2014 • Page 5
Ordered Your ‘Tix-Tag’ Yet?!
Dan Japhet: The Agency Side
Which Rebrander To Pick?
MARKETINGnw.com • May/June 2014 • Page 6
Many companies claim to be capable of handling rebranding. But are they really the one best suited for your project? Making the wrong choice could easily lead to wasted time and money and, worst of all lead to failure in the marketplace. About 15 years ago, branding became “the” buzzword in the marketing industry. And agencies and clients alike today still use marketing and advertising and branding interchangeably. But they aren’t the same. Marketing is the tool box containing branding, advertising, market research, public relations, etc. It represents the combination of methods organizations use to persuade their target audience toward some specific behavior. So, what is a brand? That’s a person’s gut feeling about a product, service or company. I say “gut feeling” because we’re emotional and intuitive beings, despite our best efforts to be rational. In the end, a brand is defined by individuals, not by companies. In other words, a brand is not what the company says it is, it’s what the consumers say it is. A brand is made up of a combination of attributes, communicated through a name
or a symbol, that influences a thought process in the mind of an audience and creates value. It takes into account both tangible and intangible attributes (functional and emotional benefits). These attributes constitute the beliefs that the brand’s audience recalls when they think about the brand in context. Let’s say your brand has hit the wall, so to speak. It’s moving into the declining stage of the life cycle (introduction, growth, maturity, decline, withdrawal). Things have changed in your industry. There are now many competitive products than when you began. Consumer tastes have changed. There is price-point warfare. And sales and profits are declining, leading to reduced marketing spend and the downward spiral is in play. At this point, the purpose of the rebranding is to provide consumer targets with selected tangible and intangible attributes to differentiate your brand in an attractive, meaningful and compelling way. Sometimes, clients mistake design deliverables, like logos or a new advertising campaign, for branding. But an enduring brand requires solid analysis and sound strategy before the “eye candy” can hit home. The key elements of a rebranding campaign are listed in this column on Japhet • 21
Who To Trust With Rebrand? When this column began, it was largely to fill a void—an absence of opinion reflecting the “brand side” of our industry. That’s ironic, considering that the funds to fuel the marketing and advertising business comes primarily from brands that produce or distribute products or services valued by the market. Marketing, advertising, PR and research agencies—to name a few—join the mix to turn up the volume and velocity around brand transactions. Before you know it, the agency becomes a brand unto itself, delivering products and services of meaningful value to brands. As an agency’s brand becomes more valued—presumably by contributing to client successes—more and more brands will seek their services. It’s another version of the circle of life. Alternatively, marketing services also might be purchased by brands to reduce their own internal fixed costs. I’ve long subscribed to two principles about hiring an agency partner: 1) if you only need the skill on a part-time basis, hire an agency that does it exceptionally well full time; and 2) understand the shortterm requirements and plan for the long term.
The incremental value of a long-term brand/ agency partnership is significant. Here are the key elements I’d consider when selecting a trusted partner the next time I rebrand: • Awareness and education: Successful rebranding requires an organization’s key stakeholders to be on the same page, share a common baseline for what lies ahead and understand why the process is important. All too often, branding perceptions vary widely between the boardroom, marketing team and front-line employees. Some think rebranding means creating a new corporate logo, while others think it’s transforming corporate behavior, culture and positioning. When seeking possible rebranding partners, assess their ability to effectively explain to board members, executives and the internal branding team the essentials of a successful and sustainable relaunch. A partner who can “do it” is great, and a partner who also can “teach it” is a huge plus. • Inspection and assessment: While “living the brand from the inside out” is a mantra I whole-heartedly endorse, I fundamentally believe that rebranding must be customer-driven and created from the outside in. This requires that the successful partner be an expert in consumer research and able to accurately assess prevailing Brooks • 21
When you need to know, ask us. You can count on GMA Research for all your research needs. • Focus groups • Online surveys • Telephone interviewing • Product testing • Packaging research • Website evaluations • Brand assessments
MARKETINGnw.com • May/June 2014 • Page 7
Rod Brooks: The Client Side
MARKETING. Named one of America’s top B2B agencies for the past seven straight years by Advertising Age.
MARKETINGnw.com • May/June 2014 • Page 8
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S E AT T L E • S A N F R A N C I S CO
(Formerly Hodgson/Meyers + Alt.)
The Book Is Not Dead! lishing their work is easy-peasy. Just follow some simple steps and you can crank out your book in no time. In this new age of vanity publishing and print-on-demand (POD), the path to publication is certainly more inviting than the days when the industry was ruled by a handful of powerful publishing houses. But some words of caution, if this new path is the one you choose, here are four important considerations: • Cost per copy: Although you can have your book printed virtually overnight if you want just a few copies, be prepared to pay $8 to $10 EACH. This is probably acceptable if you’re publishing a memoir, for example, to be given to a few family members. However, if your aim is to reach a mass market, this is an exorbitant price to pay. Having at least 500 copies printed by a reputable small publishing company will reduce your cost per book to from $2 to $4 each. • Print quality: Because vanity press and POD books are basically “do-it-yourself” projects, authors need to know some of the “red flags” that irritate booksellers, librarians and reviewers. These include, for example, so-called “widow” or “orphan” lines that have fewer than six characters or a paragraph that ends
with just one line on the following page. A professional layout designer knows how to avoid these gaffs. • Cover design, editing, proofing: Obviously, the first thing a potential book buyer looks at, whether in a bookstore or online, is the front cover. It’s said that people will look at the front cover for only seven seconds. Then they turn to the back cover and spend about 30 seconds reading the copy. It’s only then that they will open the book to perhaps look at the Table of Contents or the first few pages. The front and back covers need captivating artwork, an arresting title and attention-grabbing back cover copy. It goes without saying that all copy needs to be error-free. • Getting it to the marketplace. A-ha, that last step is NOT easy. If your goal is to SELL your book, and you want a final product you can be proud of, you should avoid vanity presses and POD. Most booksellers won‘t stock these because they aren’t returnable. And libraries won’t purchase a book full of errors. No matter how often you’ve “edited”
your book, hire a professional editor and copy editor. Seek an experienced bookcover artist and an expert in interior layout design (BPN-published book above). Then, when your marketable book is ready, hire a publicist to design and implement a publicity plan. There are no guarantees you’ll instantly be on the New York Times best-seller list, but at least you‘ll know you gave it your best shot. • Sheryn Hara is the principal of Book Publishers Network (BPN), which has all the components needed to publish your book, including design, layout, printing and distribution, all under one umbrella, with coordination of the whole process. Learn more at www.bookpublishersnet work.com or call Sheryn at 425-483-3040. send share save
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MARKETINGnw.com • May/June 2014 • Page 9
Book Publishing By Sheryn Hara Dormant maybe, but arguably not dead. Perhaps it’s time to open your desk drawer and pull out the weathered manuscript of that book you started long ago. Or maybe it hasn’t even gotten that far; it’s still tucked away in your subconscious while you’ve been waiting for just the right moment for inspiration to strike. Here’s a word of encouragement: “Get ’er done!” Let this be the year you become a published author. After nearly 30 years in the book-publishing business, I’ve published more than 400 titles in numerous genres, including historical fiction, thrillers, children’s books, self-help, memoirs, romance, spiritual, fantasy, cookbooks, sci-fi, textbooks... the list goes on and on. And the majority of my authors had never before been published. With the advent of electronic publishing, the industry has seen dramatic growth and change—and maybe not all for the best. Neophyte authors are cajoled into thinking that writing and pub-
NEED TO KNOW
MARKETINGnw.com • May/June 2014 • Page 10
By Larry Coffman • Sensitive Subject: Besides the Page 1 piece featuring the television anchors talking about the twin tragedies, it was my intention to do a separate article about the extraordinary coverage accorded the ’copter crash and landslide by The Seattle Times. As a former Times writer and subscriber for more than five decades, I can never remember the paper dedicating its above-the-fold space on Page 1 to any single subject for more than a week, as it did for the Oso landslide. That was complemented by in-depth coverage on the inside pages, culminating in a Sunday blockkbuster story the following weekend with a couple dozen contributing writers. When I attempted to contact The Times to discuss the unprecedented coverage, a spokesperson replied by email, saying they were “uncomfortable talking about our coverage in the context of marketing. The loss of life and the raw emotions that still exist in that community require us to be circumspect and respectful
• Fonk ‘Fight’: Brett Stevenson at Stevenson Advertising came up with an ad series worthy of the off-the-wall image he’s created for long-time client Vern Fonk Insurance. He had the infamous Fonk character, played by Rob Thielke, shoot a new series of spots featuring Thielke in a mock bout against a mixed martial arts fighter, prior to the Super Sunday Brawl at Snoqualmie Casino on April 6. With the footage obtained in front of a live audience, they’ll be producing three :30 spots showing different outcomes of the encounter. Stevenson Advertising was on the scene
to direct the shoot and publish photos on Facebook for Fonk fans who couldn’t make it to the fight. The spots will be on the air this month. (And reportedly, no Fonk was injured during the filming of those spots!) The insurance company debuted in 1952 and has grown to 18 locations throughout Washington and Oregon. They’ve been making their unusual ads since 1994. And their creativity and willingness to poke fun at themselves have made Fonk one of the most recognizable insurance companies in the region, especially among youth.
when talking about our journalism there. I hope you understand.” Fortunately, the TV anchors understood that my inquiry was all about a unique moment for the news industry and they responded beautifully and provided some interesting insights, in the intended context... • PSBJ Project: Publisher Gordon Prouty spoke proudly in the April 26 issue about results from the two-year project to “re-imagine” the Puget Sound Business Journal, from this new logotype to a reformatting of the print pages, and much more. He said the weekly print edition is “a
key component of our 24/7 news organization,” which he said is “just the beginning as our print and online products continue to evolve. Two other components are the Afternoon Edition newsletter (a la the Business Examiner’s Biz Daily described on Page 14), which has nearly 20,000 subscribers and the daily TechFlash products with more than 18,000 subscribers—all of which contribute to more than 1 million monthly page views on the website. He listed the number of print-edition readers at more than 130,000 per month... • Nye Guy: Bill Nye, who I still remember most fondly as “Speed Walker” on Almost Live! has continued his climb up the Wall of Fame. From there, he took his Bill Nye the Science Guy shtick from Seattle to PBS from 1993 to 1998 and now is being
recognized as “the most celebrated— and effective—spokesman for the left on climate change,” according to the New Republic. It points to examples such as a matchup with Tennessee Republican Rep. Marsha Blackburn on Meet The Press in February, where Nye dominated the debate. Nye also was one of the experts on a CNN panel brought together to speculate on the fate of the missing Maylasian Airlines jetliner, in the early days of the story... • Kudos To Kirsch: Alaska Airlines Magazine, published by Mimi Kirsch’s Paradigm Communications Group, for the third straight year is a finalist for the Western Publishing Association’s prestigious Maggie Award for Best Travel and InTransit Magazine.
THANK YOU, Visit Seattle. This February, Visit Seattle won Best Of Show at the annual Adrian Awards in New York City, honoring the best in travel and hospitality marketing. Created in partnership with
Copacino+Fujikado, the “2 Days In Seattle” campaign was selected from over 1,200 worldwide entries for its success in helping to attract record numbers of visitors to our city.
COPA 9261 Copacino_MarketingMag.indd 1
4/24/14 11:36 AM
Revisiting The ‘Circle Of Six’ Concept By Joe Ritchie It‘s been nearly 35 years since I first learned—and embraced—the “Circle of Six” sales concept. At the time I was working at Bank Check Supply, a division of the former United Graphics, and reporting to Bob Valentine (later owner of the former Valco Graphics). Introduction to the Circle, as I’ll refer to it, was part of an all-day company-sponsored seminar that also dealt with handling objections, closing techniques and the like. Pretty basic stuff, but little did I realize that I’d be learning something that is as useful three decades later as it was back then. The Circle is a relatively easy concept to grasp, but I found that some sales people I’ve worked with over the past three decades, for whatever reason, ofttimes struggle in trying to implement it. It begins with your primary prospect in the middle of the circle, like the hub of a wheel, with six spokes running from the hub. It doesn’t matter what corporate position that primary person holds, you
just place their name and title in the middle. Next, you begin adding the names and titles of “influencers” to the end of each spoke. While these are, ideally, the people who directly influence your primary prospect, they also might be counterparts from other departments, or even those who report to the primary contact. NOTE: If you have more than six influencers, simply add additional spokes. For example, during Washington Mutual’s heyday, our sales rep had more than 100 influencers who he contacted routinely. However, I suggest you begin
Over time, there has been ample evidence that we’re able to gain and retain more business whenever the account execs have multiple influencers working on their behalf. We all know that business is lost for a variety of reasons, including consolidations, acquisitions, bankruptcies and the movement of an account to a competitor, but let’s not lose business when there’s a vehicle available to help us retain some portion of it. And in this age of downsizing— which seems to be never-ending—having a solid stable of influencers at any
...we gain and retain more business where account execs have multiple influencers working in their behalf. the process by writing down the names and titles for your top 10 accounts or prospects, because they’re the ones where you want the most influencers. When pages for each of those accounts have been filled out to your satisfaction, go on to the next 10 and the next 10 after that... until you have a sheet for each account or top prospect in your territory.
account is especially valuable if your primary prospect, or even a couple of key influencers, are suddenly among the missing. So, after building these individual Circles within each of your accounts, it’s time to maximize the effectiveness of the concept by having managers and CSR’s accompany you on calls to your
accounts—a step we call the Reverse Circle. Now, the primary prospect’s name goes in the middle of the circle, along with yours, and as you introduce other members of your support team to the account, their names and titles are noted along the outside of the wheel. And if, let’s say, your manager has a relationship with a senior member of the client company, then, both their names and titles go on the outside of the wheel. Always remember—as you work to gain, grow and retain key individual accounts— that the ultimate goal is to grow your entire customer base through the merger of the personnel resources from each company with yours. I’ve found it’s most productive to perform this practice at the beginning of each budget year. Primary prospects and influencers change, but the Circle of Six is the best way to guard against your business being negatively impacted. • Joe Ritchie is the regional sales manager for the Cenveo envelope division based in Kent. You can contact him at firstname.lastname@example.org. send share save
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MARKETINGnw.com • May/June 2014 • Page 11
Social Media Forum
Top 6 Mistakes On Social Media By Samantha Rupert Many businesses realize the benefits of having social media profiles. However, that doesn’t mean they’re using them properly. There’s a huge difference between running a social media campaign because it’s expected and running a campaign worthy of promotion. Justin Maas, VP/client relations at fishbat, a leading online marketing company, explains how simply putting your business on social media isn’t enough. “Often I see brands using Facebook, Twitter and other social-media platforms ineffectively. Messaging needs to be consistent with
branding. Unfortunately, many brands and businesses use Facebook for pointless postings. Just opening a Facebook account and posting once in a blue moon will do nothing to increase business or brand awareness. Businesses need to create a social strategy that helps define their brand image and establishes a following around it.” Instead, Maas says, the key to creating a consistent social media plan is to know the target audience. “You need to target people
who are going to buy your product or be most interested in that service, then tailor the content to fit that audience. And know the trends present in your desired demographic. This is the only way your social pages will drive traffic, increase customer retention and improve customer service.” Maas also discusses what NOT to do. Here are the six most common mistakes brands make on social media, in his view: 1. Not posting regularly. “Content needs to be published consistently to keep followers interested in your brand,” Maas explains. “When brands post inconsistently, it confuses fans. They’ll become uninterested and less active on the page. This could result in a decrease in business. In fact, having a stagnant page actually can
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Let us know if you have an interest in contributing to the Forum work against you. Make sure to post regularly!” 2. Doing nothing to increase “likes.” “If the number of likes is stagnant, the social media strategy needs to be reevaluated,” he says. “A brand should run ads targeted to their specific demographic to grow the page. Both Facebook and Twitter have ad platforms. Depending on your brand, these are the two sites you should be working with. With an increased number of followers, brands experience an increase in shared content and they can run promotions more effectively.” 3. No engagement with followers. “Engagement is very important when it comes
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to page growth and success,” Maas says. “Posts should not be published and then ignored. Brands should be constantly engaging with fans and answering questions. You want to make sure you take the conversation further, leading to a possible sale. The more you engage with fans on Facebook, the more value it gives your posts overall, and they’ll more likely be seen in News Feeds when you interact with fans.” 4. Posts are treated like ads. “Posts should begin conversations with followers by being informative and entertaining,” he says. “They shouldn’t be a sales pitch. Yes, the idea is to increase sales, but not outright. You first have to gain consumer trust.” 5. Posts aren’t tailored for specific social media platforms. “What works for Facebook might not work for Twitter,” Maas says. “Twitter is better for short snippets of facts and sharing links. Facebook puts more weight on images and links. In fact, it doesn’t value plain text much at all.” 6. Negative posts by followers are ignored or deleted. “The best way to turn a disappointed follower into a happy follower is to respond to their negative comments,” Maas says. “This also shows that you care and it will improve customer retention. Explain to them how you can remedy the situation and apologize for any inconvenience. Not answering these posts actually can affect you more negatively,” he concluded. • Samantha Rupert is an account exec at fishbat, a full-service digital marketing firm and social media agency. You can reach her at firstname.lastname@example.org. • With the departure of Steve Lawson as a regular columnist in this space, the new Social Media Forum features articles from experts in various aspects of social media. If you have an interest in contributing, send your suggested topic(s) to email@example.com.
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2 Liz’s Move To Q13 FOX By Linda McCune Two top KOMO 4 staffers have moved to Q 13 FOX (KCPQ)—a veteran at the station and most recently managing editor Liz Rocca (left), and Liz Dueweke, who had served as morning news anchor the past year. Rocca has joined KCPQ and JOEtv (KZJO) as assistant news director, overseeing day-to-day newsroom operations and short-and long-term content planning. Before becoming managing editor at KOMO, she was executive producer of the station’s investigative team. She is a multiple Emmy and Edward R. Murrow Award winner with more than 30 years of broadcast journalism experience. She’s best known for her award-win-
ning investigative series, Terror On The Tracks, which exposed how the nation’s freight trains are vulnerable to terrorism that triggered a nationwide change in the way railroad companies secure their trains. Q 13 news director Erica Hill said, “Liz’s local knowledge, tremendous leadership, dedication to important and local content make her perfectly suited for the position.” Dueweke will co-anchor the Q 13’s FOX News This Morning alongside Bill Wixey from 5 to 10am weekdays. Hill said, “We’re very excited to have Liz join our news team. She’s a very skilled anchor who strikes the right balance between being a serious journalist while also putting a smile on your face in the morning.” She came to KOMO from
the FOX affiliate in Oklahoma City and she also did stints in Michigan and Arizona after graduating with a journalism degree from Oakland University. Kelly Koopmans (at right) has moved into Dueweke’s chair at KOMO, alongside Brad Goode. She moves up from weekend co-anchor and reporter. Kelly grew up in Bellevue and said she’s “thrilled to be working for a station I grew up watching.” Before coming to KOMO in 2012, she anchored the 5, 6 and 11 o’clock news at KOMO’s sister station in Eugene, OR. It’s there that she undertook special investigations into the rise of gangs in the Willamette Valley, an epidemic of traumatic brain injuries among Oregon National Guard service members and a mosque firebombing relat-
ed to the thwarted Christmas tree bombing in Portland. This work earned her several statewide awards and nominations. She has a master’s degree from the Columbia University Graduate School of Journalism. The KING-TV building and nearby land on Dexter Avenue are for sale. The South Lake Union construction boom, along with higher property values and the need for less space prompted the move. About 300 people now work in the building, down from more than 500 when it was the headquarters building for KING Broadcasting. Media giant Gannett bought the company last year. Read the continuation of Linda McCune’s Broadcast World column at www.marketingnw.com.
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MARKETINGnw.com • May/June 2014 • Page 13
It Describes Digital Content, Too! Publishing
MARKETINGnw.com • May/June 2014 • Page 14
By Jeff Rounce Back in 1985, when we set out to publish the first (and still, the only) local business journal exclusively serving what’s now called the South Sound, putting ink on paper was the obvious choice. Today, however, some in the media world, especially those under age 35, declare that oldfashioned print media are dead, or at the very least, dying. My nearly 30 years of experience with the locally owned Business Examiner Media Group spawns a different view. In reality, this doesn’t have to be an either-or decision. New York Times publisher Arthur Sulzberger told a media summit, as reported by Crain’s BtoB digital magazine, “It’s not how people get your news and information that defines your brand, it’s the quality of the news and information.” There still is truth in the axiom that “content is king.” And that gives staying power even to (or especially to) small niche media in today’s world that’s awash with limitless competing sources of “news” content. If an article brings value to readers who use it to grow their own success, the producer-
purveyor has a chance to be a survivor media model. “Small is the new big,” is how Niche Media blogger Diana Landau puts it. As for our niche, there are larger contentproducing operations than ours. But simple economics make them overly expensive machines to serve the narrow demographic sub-market of business owners and managers within a geographic sub-slice. Our survival is credited to an ability to generate original, valuable articles (as many as we can, but never all that we would like) within budget constraints determined by advertiser support earned inside the same narrow marketplace. From Tacoma, we’ve been paying local printers to produce a tabloid filled with local-business news every other week since 1985, something close to 750 issues now. For the past eight or nine years, we’ve also published, without printing ink or paper, a newsletter every weekday afternoon to deliver timelier, shorter items that relate to businesses within our self-defined market. Daily Biz Briefs began as a message service delivered to subscribers’ facsimile machines. We shifted to email distribution some years later as the electronic-messaging system gained widespread usage. Today, both Business Examiner products attract readers because of hyper-local, very specialized content that isn’t available anywhere else, and attract advertisers eager to
reach those readers in an economical way. They also have a natural fit that should lead users from one to the other, though we continue to clarify that connection and a misunderstanding that either one alone is enough. The confusion is a carryover, unintended effect of our original name for Business Examiner Daily. Frequently, in response to a marketing survey or in-person questions, readers will say “Yes (they) are Business Examiner subscribers” because it comes in their afternoon email stream. We need to continually explain and demonstrate the difference between our bi-monthly tabloid and our digest-like daily email product. Apart from a timeline summary, almost no Daily Biz Briefs article appears in the same style in the larger-form bi-weekly print edition. However, we do promote Business Examiner articles within the Daily, linked to some free samples. As for the grey-whiskered tabloid edition, isn’t it time to abandon the printing press and postal delivery? Any publishing exec would love to make that switch, saving oodles of money. But in our case, there’s resistance from subscribers. Our readers are older because they’ve been working their way up a corporate org chart or building their own business enterprise. That experience is key in their role as business buying decision makers, and those
are targets sought by our B2B advertisers. This isn’t suggesting we don’t also serve the reading habits of younger users. We provide two forms of all-digital delivery of the bi-weekly publication, one for browsers and the other for tablets. But only one in five BE subscribers opt for digital delivery today—a number that’s growing. As I said at the outset, this need not be an either-or, print-digital decision. Jeff Rounce is publisher of the Business Examiner and Daily Biz Briefs.You can reach him at firstname.lastname@example.org. send share save
Solve Problem With A ‘Cheat Sheet’ Summoning your considerable powers of persuasion, you make a convert. He enthusiastically promises to go back to his office and promote you to the other executives there, whose buy-in is essential for you to get the deal. Here’s the problem. Your table mate/ convert isn’t you. By the time he gets back to the office and meets with the other decision-makers, the enthusiasm meter drops dramatically. He‘s forgotten most of the reasons you gave him about why you should do business together. His presentation on your behalf is, therefore, an ineffective shadow of what you could have delivered if you just had the opportunity (Which you’ll never get, because he isn’t able to convince the people at the office they should meet with you.) I suggest that all you need is a little help, in the form of a “cheat sheet.” In our revised scenario, at the end of lunch you not only exchange business cards, you make certain your new lead gets emailed such a sheet. The cheat sheet is a visual aid for the lead you met at lunch. It helps him make your case to his co-workers more effectively and convince them it‘s worth their time to learn more, directly from you. The cheat sheet is not your website. The website is the book. Your cheat sheet is the Cliff Notes. The simpler and more concise you
You need a cheat sheet that lists—in clear, simple terms—only the most important features and benefits of your business. It’s intended to be given to potential clients you meet at networking events. can make this document, the better. One page is best. Reading time should be measured in seconds, not minutes. The most important thing to keep in mind is that the cheat sheet isn’t intended to convince them to buy from you. It’s in-
tended to convince them to call you. Taking my own medicine, I created cheat sheet above for my own business. I’m showing it here not just in the interest of self promotion, but to illustrate what I’m recommending. I encourage those of you who’ve created a cheat sheet of your own to send it to me. I’ll share it. • Bruce Lee is a writer specializing in sales promotion. You can contact him at bruce@havebrucewrite it.com.
MARKETINGnw.com • May/June 2014 • Page 15
Self Promotion By Bruce Lee Recently, I had the privilege of collaborating with a woman who’s fighting the good fight. It’s the modest goal of her business to dramatically improve the education of American kids, particularly in the area of “STEM” (Science, Technology, Engineering and Math). The thing is, when you talk to this woman face-to-face, you begin to believe she may be able to pull it off single-handedly. She’s so passionate, so knowledgeable, so adept in communicating her vision, that you can’t help but want to join her parade. But she has a problem. And I bet you may have one too—even if you’re just as passionate, knowledgeable and convincing about your business. To explain, take a typical scenario: the rubber-chicken luncheon, held in a big hotel ballroom, sponsored by an organization at least obliquely related to your business. During chit-chat with your heretofore unknown table mates, you come to recognize someone who could be a very valuable link to forwarding your business aims.
Continued from Page 1 WONGDOODY, five, and GreenRubino and Possible/Seattle, four apiece. A total of 92 ADDYs were given to 25 different entrants before an audience of 423 attendees at the March 19 event at the Bell Harbor International Conference Center. All of the Gold ADDY winners advanced to the regional competition against winners from 26 chapters in Alaska, Idaho, Montana, Oregon and Washington. A total of 14 Seattle agencies won Gold at the regional level and 39 won Silver. The Golds will go on to national competition and winners there will be announced at a banquet in Boca Raton, FL on May 31. Highlights from the regional competition included Creature winning Best of Show for its Dickies Built To Work TV spot and Publicis’ six Golds with six entries—five for its T-Mobile work and one for Seattle Symphony. Presentation of the Silver Medal to local ad legend and MARKETING IMMORTAL John Brown was preceded by a five-minute video produced by his son, Jason (see Page 2). He introduced those in attendance who worked with him at John Brown and Partners: copywriters Palmer Petersen and Steve Johnston, production manager Carol Anne Kennnedy, media director Sue Ferguson, art director Dave McMath and photographer Bob Peterson.
Continued from Page 1 These votes were combined with those cast by the 11-member Awards Committee and the Panel of seven national marcomm experts to determine the winners. The only exception was the Graphic Arts discipline, where the Awards Committee alone voted on actual examples of each piece entered. First place-winners receive a Big M Award and second- and third-place winners receive an embossed Silver or Bronze certificate. A limited number of tickets are still available. Email your order to larrycoffman@ frontier.com or call 425-487-9111. Prices are $75 for individuals from companies that had entries in the competition or $85 for nonentrants. Ticket purchasers will be mailed a unique “Tix-Tag”—a card encased in a plastic pouch with a lanyard—that serves as both an admission ticket and nametag. “We all hate long lines at the check-in table and nametags of every description that are too small to read, hard to affix or fall off after you do,” said MARKETING publisher Larry Coffman. “The Tix-Tag solves all that, as we proved last year.” Attendees are asked to be sure and bring a business card to enter into the drawing for cash door prizes of $100, $50 and $25 and 25 copies of Agency Mania by Bruno Gralpois (see editorial on Page 2) . Comcast Spotlight is the Presenting Sponsor.
Continued from Page 1
lose momentum and fall apart.” “When Steve and I began meeting a year ago, we had an agreement that we would push hard to make the merger happen, and go until there was reason to either kill or consummate the deal.” He said the two agencies have been working closely since the first of the year and already have won two new clients, Florida-based Ultimate Software and Denver-based WOW Business. “Our mission is to be the premier B2B agency on the West Coast,” Meyers said. “Now we have a presence in both Seattle and San Francisco, arguably the two hottest areas in the country for business growth.” BWC will move from Kirkland to new offices in the Seaboard Building in Seattle. It has 23 staffers in Seattle and 10 in San Francisco (including executive creative director Jonathan Butts), with plans to grow that number rapidly. The agency website is blackwingcreative.com. Meyers said the BWC team considered hundreds of options in seeking a new name that “leveraged our (H/M) woodpecker icon (named Spike) and was bold and intriguing. We’re actually practicing what we preach with clients about naming compa-
Continued from Page 1 Circle inductees will be feted. The business-attire reception begins with registration at 5;30, followed by appetizers and a no-host cocktails and the induction program, beginning at 7:30pm. Circle inductees are recognized for their career contributions to the broadcast industry. The two Gold Circle inductees are Bob Newman and Norma Goodman, Alaska’s First Lady of TV. Nine new members will be inducted into the Silver Circle. The two events are sponsored by the local chapter of the National Academy of Television Arts & Sciences. Saturday tickets are $110 for NATAS members, $130 for nonmembers and $1,200 for a table of 10. Tickets for the Friday reception are $25 per person. You can register online at www.natasnw.com. nies or products with a simple, powerful name. And those who work with us will rejoice when they no longer have to type ‘Hodgson/Meyers’ in an email. The logo is aggressive and confident and has more ‘attitude,’” Meyers said. He confirmed that the streamlined Spike will continue as honorary board chairman of BWC. H/M was founded in 1994 and has been named one of America’s top B2B agencies by B2B Magazine the past seven years. Alt was founded in 2007 as an “alternative” digital agency in the B2B tech field.
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Continued from Page 1 since 1987—nearly all of the time alongside the late Kathi Goertzen. Asked if he had seen anything to compare with the twin-tragedy coverage, he pointed to “that stretch in late 2009 when there were three separate incidents within a brief period of time where local law enforcement officers were shot in the line of duty.” (The first involved the shooting death of Seattle officer Timothy Brenton on Halloween, the second was the fatal shooting of the four Lakewood officers on Nov. 29 and the third was the shooting death of Pierce County deputy Kent Mundell on Dec. 29.) “That was one of the most difficult times... and I also remember the emotions involved with covering each of the funerals, which were attended by thousands of people,” Lewis recalled. He said that when the helicopter crash occurred the morning of March 18, he was about to board an airplane at Sea-Tac Airport to fly to Washington, D.C. to interview President Obama. “I’m really glad they caught me in time,” Dan said, “because the place I most needed to be was back in the studio with our news team.” Last month he told his fellow KOMO staffers, “Television news has been my passion for four decades. To this day I love my job, but I just feel like I need a break from the news.” His move and the departure of two top-level staffers to Q13 FOX (see story on
Page 13) had some in the social media speculating that it all might be part of belt tightening by the new ownership group, Sinclair Broadcasting. But Lewis quickly countered that perception. “It’s just the opposite... the new owners are investing in new equipment and promotion of our news and our people like we haven’t seen around here for a long time. If I may say so, we do a pretty darn good job, and it’s clear that Sinclair is coming to appreciate the outstanding quality of our management and newsroom staff... and we admire the commitment that Sinclair is making to the success of KOMO.” While Dan, 64, is relaxing and honing his golf game, Dennis Bounds continues in the KING evening-anchor post he has held since 1994, now alongside Lori Matsukawa. Ironically, Dennis— like Dan—was recalled to the office, but in connection with the Oso landslide—for the first and only time in his 38year broadcast career. He and his wife were traveling to southern California by train to visit his brother and he was monitoring the news on his smart phone. When the number of dead and missing began to climb, his news director called Tuesday morning and asked him to Anchors • 22
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MARKETINGnw.com • May/June 2014 • Page 17
TRANSFORM YOUR BRAND.
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MARKETINGnw.com • May/June 2014 • Page 18
Job Pressures By Dr. Tasha Eurich He can’t be serious, Jim thought. Jim had been recruited away from a Fortune 500 firm by a fast-growing start-up, and it was his first day. The company president had just handed him a BlackBerry and said, “Keep this with you at all times.” Really?, Jim thought. That Saturday, one of the founders sent an email to the senior leadership team. By 5pm, there were more than 30 replies, Jim soon learned that at this company there was no concept of detachment from work. His friends would mock him for stepping out of the bar to check email at 10 o’clock at night, while they were out for a few beers. In a matter of months, Jim’s job began to seriously interfere with his relationship with his wife. One study found that half of all employees surveyed believe their current workload is unsustainable. As a result, a third of them begin thinking about work the moment they wake up and three-quarters think about it until they go to sleep at night. Luckily, Jim’s story has a happy ending. Less than a year after being handed the BlackBerry, he left the company for a job that allowed him to have a life. But for many, the concept of a real life outside of work is like a unicorn—it might exist, but you haven’t seen it. So, whether you’re spending too much time at the office, or taking our stress out on the family, allowing your job to take over your life is a slippery slope to misery. Other research shows that workers who experience such conflict are less healthy, less happy and more likely to engage in passive coping behaviors, such as overeating, drinking too much or doing drugs. Want your job to stop ruining your life? Here are three tips to end the madness: 1. Stop Wasting Time at Work. More hours at work don’t always make us more productive. Think about a typical day in the office. You arrive, fire up your computer and answer emails. Then maybe you wander down the hall to the coffee machine and leisurely pour a cup of coffee. You run into your friends and discuss last night’s football game. Then you wander back to your office, begin a task and get interrupted by a member of your team. And on it goes. By the time you leave at 7pm, you might have had only five or six productive hours. Do you ever wonder if there’s a better way?
We live in a society where the number of hours we spend at work can be a barometer of our self-worth. Because I spend 12 hours a day at work, we think, I must be important and valuable. This reasoning is dangerous and illogical. It’s not a crime to do things efficiently. If you can get the same result in eight hours vs. 10, and spend two more hours with you family, do it! To get more done in less time, use the One Less Thing Principle. For every work activity, ask yourself. Can this activity be: • Focused, so less time is spent doing it? • Be delegated to another person/group? • Be stopped? 2. Harness the Power of Power Breaks. Just like Jim discovered, being tethered to your email 24/7 isn’t a good idea. Another study examined the effect of uninterrupted work on our ability to focus. The researchers asked two groups of students to complete a 40-minute task that required concentration. One group simply completed the task. The other group was asked to stop the task and memorize a set of numbers at three points while they completed it. The results were striking. Even though the second group spent less time on the task, they performed better. Viewing the numbers served as a “power break” that let them briefly turn their attention from the task to something else. Similarly, power breaks from work help us perform better. Certainly, it’s not easy to take a three-week vacation and lock your phone in the hotel safe. But, at a minimum, carve out evenings and weekends to escape your “technology tether.” If you can’t unplug every evening, then aim for three evenings a week. If you have to work on a Saturday, don’t work on Sunday. Find what works best for you. 3. Get Moving. There’s a great deal of evidence that exercise reduces stress—in particular, high-intensity workouts have proven effective in reducing anxiety. And recent research suggests that exercise actually decreased work-family conflict. A survey of 476 workers found that people who exercised regularly had fewer conflicts between work and home. Why? They argue that exercise can be a powerful way to “psychologically detach from work.” So, it will pay off to keep your long-ago New Year’s resolution to exercise more. Not only will you look better in your jeans, you’ll also enjoy a more balanced life! Dr. Natasha Eurich is an organizational psychologist and best-selling author. You can connect with her on Twitter and Linkedin.
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MARKETINGnw.com • May/June 2014 • Page 19
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will be positive for both of our staffs in Portland. They added that since they’ve worked side-by-side on client projects, it makes sense to do so in an office setting... Copacino+Fujikado teamed with its long-time client, the Seattle Mariners, to produce a :30 anti-bullying Public Service Announcement. The spot, titled Different and the Same, was shot at Safeco Field and is aimed at middle- and juniorhigh students and their parents. It’s part of the overall Change the Game campaign C+F is working with the Mariners to product. Students from Highland Middle School in Bellevue were cast to appear in the spot along with the Mariners Moose. They were more than a little surprised, when the Moose was joined by Grammy Award-winning artist Macklemore and M’s star pitcher “King Felix” Hernandez. C+F is working with a number of production partners, all of whom are donating their time and services... Group Health’s new One Goal campaign has begun airing on TV stations around Washington State. The three different spots promote the HMO’s specialty services and promote booster shots and the 24-hour nurse hot-
Hornall Anderson has launched a new website for the Seattle Art Museum and helped La Brea Bakery transform its brand identity. At left is an image from the new SAM website, aimed at creating a “deeper engagement with its key audiences and raising awareness of the museum nationally and internationally.” LaBrea is celebrating its 25th anniversary and the new identity seeks to emphasize the craftsmanship behind La Brea bread—a hallmark of the brand that had not been clearly articulated in the past.
line. It was produced by Group Health’s Advertising and Creative Services division, directed by Byron Tucker... The Seattle Times won three first-place awards in the national Scripps Howard competition. Reporter Craig Welch and photographer Steve Ringman won the Edward J. Meeman Award for Environmental Reporting for their Sea Change series on the impact of ocean acidification around the Pacific Rim. It examines how the counterpart of climate change affects everything from our food supply
Hydrogen Advertising is helping Agilent’s Electronic Measurement Group conduct a global launch of its new name—Keysight Technologies. The campaign features iconic “switches” (like that at right) from different technologies to visually demonstrate the move from Agilent to Keysight. The campaign will break this month in the Americas, Asia and Europe with both print and digital applications, with the official name change coming later this year.
to the future viability of sea life and its effect on the Northwest economy. The judges said the series “uncovered threats to the fuure of the planet in ways that aren’t obvious because many of them are taking place deep within the ocean.” And your publisher’s favorite columnist, Danny Westneat, took first in the commentary category for his Wednesday-Sunday column that examine issues in the Seattle area. The judges accurately appraised Westneat’s work as “telling America’s story through a Seattle lens with calm bravery.” The Scripps HowJayRay developed an emotional TV campaign featuring a celebration of family milestones (like a child’s first step) and encouraging parents to take their own first step—beginning a collegesaving program with GET (the Washington State Guaranteed Education Tuition program). The campaign aims to reverse the misconceptions that the program is unstable and only covers universities in Washington State. The spots are airing more than 7,300 times on nearly all TV stations in the state through May 31.
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MARKETINGnw.com • May/June 2014 • Page 20
ard national award contest began in 1953 and is open to U.S.-based news organizations. Each winner receives a $10,000 prize ... DNA’s work for BECU has won the Credit Union National Association Diamond Best of Show award for the SHARE advertising campaign. DNA’s inaugural campaign for BECU began in 2007. Since then the work has resulted in nearly 500,000 traditional banking customers switching to the Seattle credit union. And the vast majority of those new members now consider BECU their primary financial institution.
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Continued from Page 6 the www.marketingnw.com website. Cost is one of those areas where a seasoned consultant might bid $75,000 to complete the full process (with staff or nonstaff team members assisting from timeto-time) and a branding firm would bid $175,000 to handle it using mainly on-staff personnel. So, you should expect a wide range of prices for branding initiatives. It should be clear by now that the agency you hire be one that develops plans and strategies around your short-and long-term vision and goals. Only after mutual understanding, through the clear communication of those goals, can you foster a profitable partnership and realize the goals. It also should be clear that advertising, design and PR agencies, or the like, espousing to be branding-savvy will have a lot of process-driven, disciplined time to invest, if you are to be successful. Also see the “how to” hire list on the website. THE key point: For best results with a branding or rebranding initiative, be sure everyone on the client team understands what the term means and what’s involved in the process. Period. Dan Japhet is the principal of Strategic Media Alignment. He can be reached at email@example.com. send share save
Continued from Page 7 market conditions, finding metrics from which to measure progress. • Strategy and direction: Recognizing that agencies are often hired to deliver what’s beyond the capacity of an internal team, when it comes to rebranding, my expectations rise. For this critical (and sometimes “bet the farm”) work, I look for a brand strategy partner that understands the big picture and can contribute in meaningful ways that stretch internal thinking and help to challenge the status quo. Often that means selecting a partner who will have agency principals directly involved in the assignment. A junior- or mid-level account rep simply won’t cut it. • Implementation and results: Threefourths of branding comprises education, assessment and strategy, but the market determines ultimate success. The ideal partner must have the expertise and skill to materially contribute to the outcome, high integrity, the ability to truly partner with an internal team, a work ethic that parallels our own and an understanding that, while they don’t own the brand, they must deliver as if they do. At the end of the day, it’s not how much you know, but how well you do what you know. Rod Brooks is the VP/chief marketing officer of PEMCO Insurance. You can reach him at firstname.lastname@example.org. send share save
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Anchors: Steve Raible
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Continued from Page 17 return. He flew back and anchored the 10 and 11 o’clock news that night. “In my entire career in broadcast news, I can’t remember two such tragic events happening so close together,“ Dennis said. And echoing Lewis, he continued: “The only similar circumstance I can recall is the killing of the six law enforcement officers... But that was over a period of weeks, not the four days that separated the KOMO and Oso tragedies.” “The helicopter crash hit close to home because there are people in our newsroom who knew the victims. And we knew how horrible this was for every person in the KOMO newsroom, some of whom we cross paths with daily. This was a much more personal story than most,” he said. “Then the landslide occurred and there was no time to decompress from the first tragedy because this story would require full and extensive coverage for days and weeks to come. It was emotionally exhausting. “People sometimes tell me they can‘t watch the news because there’s so much bad news. There are times when it is almost overwhelming for us in the news business, and the twin tragedies was one of those times. I even believe that the longer you’re in the broadcast news business, the more difficult it is to report these events, much less two terrible tragedies that happen within days of each other.”
Veteran KIRO 7 anchor Steve Raible (see photo on Page 5) said, “Just about the time we in the business begin wondering whether we’re only about tragedy and suffering, it takes someone as kind and considerate as [a relative of one of the landslide victims] to remind us of why reporting these stories is important. “She emailed me this note a month after the Oso landslide: ““I’m Steven Hadaways’s sister and live in North Carolina. He’s still missing. I want you to know how wonderfully I think your station has handled this horrible tragedy. I sit and wait daily for news about my brother, so I can go home... I appreciate the way my brothers, Frank and John, have been treated during your interviews... [and] the respect you’ve given us in the questions you’ve asked... I know many people have been involved in the stories and I would greatly appreciate it if you would pass this THANK YOU on to them for me. Sincerely, Christine Hadaway Stamper.’” “As we report the news, we always must remember to honor the memories of those lost with our best efforts to be right, to be fair and to be committed to the public interest,” Raible said. —Larry Coffman send share save
MARKETINGnw.com • May/June 2014 • Page 22
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May 8—Public Relations Society of America, Keys to Social Storytelling for PR with Sarah Skerik of PR Newswire, prsapuget sound.org or 206-623-8632. May 15—American Marketing Association, Learning Lounge panel, 6-9pm, SUR, 2901 First Ave. S., Seattle, psama. org or 206-623-8632. May 21—THE EVENT, where all MARKETING Award winners will be announced, 4-8pm, Bell Harbor Int’l Conference Center, 425-487-9111 for tickets. May 25—Publisher’s Birthday. May 29—American Marketing Association, Eastside Breakfast with Scilla
Andreen of Indie Flix, 7:30-9am, Cast Iron Studios,10650 NE 4th St., Bellevue, psama.org or 206-623-8632. June 6—National Academy of Television Arts & Sciences (NATAS), Gold & Silver Circle Reception, 5:30-9pm, Hilton Seattle Hotel & Conference Center, SeaTac, natasnw.org or 206-575-3444. June 7—NATAS, Emmy™ Awards Banquet, 4-10pm, Hilton Seattle Hotel & Conference Center, SeaTac, natasnw.org or 206-575-3444.
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