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1986 - 2013

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Y E A R S O F S E R V I C E

MARKETING Newspaper

Vol. 27 No. 284

Your Better-Than-Ever B2B Connection

’13 MARKETING Awards

It’s time again to begin looking through your best work of the past year to enter in the 2013 MARKETING Awards competition! Simply go to www.marketing- nwawards.com for all of the entry details. Pay particular attention to the new or redefined Categories (indicated by an asterisk*). Entries will be received through March 28 and again be voted upon online and by the 11-member local Awards Committee and seven-member national Expert Panel. Their names are listed with this story at www.marketingnw.com. The first-place winners in each of the 54 categories will receive a Big M award. Awards also will be given for second and third place in each category. All winners will be announced at THE EVENT on May 21 at the Bell Harbor Center on Pier 66.

Cole&Weber United Lands Hawaiian Air Cole & Weber United has landed the Hawaiian Airlines account after a review that included incumbent Razorfish. C&WU president Mike Doherty said the work will begin immediately to “primarily create digital programs to increase awareness and preference booking on Hawaiian Airlines.” “We enjoyed the Hawaiian Airlines team from our first meeting and look forward to a long and rewarding relationship,” he added. Doherty explained that the work will be as the digital Agency of Record. “They don’t really have a brand AOR, as the majority of their work is digital.” Besides Razorfish and C&WU, the finalists for the account were Californiabased Butler Shine Stern and New York City-based Neo@Ogilvy. Hawaiian Airlines, founded in 1929, is the oldest U.S. carrier to have never C&WU • 16

Best Of Show winner in the American Marketing Association’s Pulse Awards competition was T.D. Wang Advertising Group for its recycling project for Waste Manaagement. From left are: Alejandro Paredes, Wang; Don Morgan, PSAMA president; Ha Na Park, Wang; Karla Nahmmacher,Wang and Sego Jackson, Snohomish County SolidWaste.

AMA’s ‘Pulse’ Winners T.D. Wang Advertising Group took home Best of Show honors in the third annual Pulse Awards, sponsored by the Puget Sound chapter of the American Marketing Association. Wang took top honors in the Integrated Marketing (Medium/Large business) category with its Cantando Se Aprende A Reciclar/By Singing You Learn to Recycle project for client Waste Management. The unique competition drew a total of

15 entries, which were then reduced to two finalists in each of five categories by a panel of judges. Winners were chosen by a vote of attendees at the Nov. 7 annual awards gala. Each of the finalists had booths where they showed materials and explained their projects. The T.D. Wang display was accompanied by a Mariachi singer. Other categories and winners were: AMA • 16

PRSA Award Recipients David Marriott is this year’s recipient of the coveted Jay Rockey Award in recognition of his career achievements. That’s Marriott at left in photo, with Bob Frause, who nominated him for the award. Marriott was one of five honored at the annual event, sponsored by the Puget Sound chapter of the Public Relations Society of America. A 35-year PR professional, Marriott’s career spans broadcast journalism, politics and corporate and agency PR. He’s a PRSA • 16

Jan./Feb. 2014

’14 Media Outlook— ‘Up, But...’

By Dan Japhet Advertising placed within the Seattle marketplace is forecasted to be up as much as 11% in 2014, compared with the total U.S. projection of 5% growth. In 2013, Seattle ad spending was up nearly 8%, compared with 2.5% in the U.S. So, ALL the media folks in Seattle should be happy, right? Well... you have to look at this by medium to get the true picture of what’s really going on in the trenches— where most media folks are fighting for market share against an “enemy” that appears to be an unstoppable gobbler of ad revenue. We’re talking, of course, about digitalmedia revenue growth. Digital had a 22% share of local ad revenue in 2012, 26% in Media • 17

Print News: Allegra/Star & D’Andrea

The local printing realm has seen a merger and the opening of a new sales office for a California-based printer in past weeks. Allegra Marketing Print Mail has merged with Star Printing and moved from its Greenwood location to the Star facility in the Interbay area of Seattle. The merged companies will bear the Allegra name, and principal Steve Nasca said the move “blends our complementary skill sets and makes us more of a one-stop shop.” Allegra specializes in digital printing, web design and SEO and Star’s strength is in six- and four-color offset printing, Nasca said. The combined company will have a Print • 16

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Tsunami-Stage Changes...

MARKETINGnw.com • January/February 2014 • Page 2

The so-called tides of change are nearing tsunami stage in the marcomm realm, judging from the spate of examples in this very issue of MARKETING. Take the informative lead story by Dan Japhet as Exhibit A. He reports that digital media revenue grew to 22% of the local total in 2013 and is projected to grow another 10% to total 32% this year—and gobble up 84% of the projected $165 million growth in revenue for all media in 2014! Bill Fritsch’s farewell Agency-Side column on Page 6 is headlined, “How Things Have Changed!” He explains that “Today, entire segments of the population are simply not reachable in the traditional ways...” He even advises that “... it’s better to be in the business of engagement than advertising.” (Coincidentally, Japhet (at left) will now occupy the space on Page 6 where Fritsch has held forth so well the past nine years, as the successor to long-time incumbent Bob English.) Fritsch’s Client-Side counterpart on Page 7, Rod Brooks, writes about his WALLY trucks and how they enhance engagement by use of the new Paperbuttons app, which debuted in MARKETING. Other examples of the change that envelopes us: • The Page 1 story about Cole & Weber United winning the Hawaiian Airlines business as the digital Agency of Record, rather than the traditional advertising AOR. • The Page 9 story about 2014 employment prospects, which relates that, when advertising and marketing execs were asked in which areas they plan to hire in the first half of 2014, social media and media services topped the list. The accompanying chart of starting salaries had mobile and UX designers at the top with eye-popping starting ranges of $78,000 to $122,000 and $92,000 to $142,000, respectively. • The Page 12 Social Media Forum (a new feature) contributor points out the importance of video as part of any social media effort and says the spend for digital video is expected to double from $4 billion now to $8 billion by 2016 in the U.S. • The Page 13 box referring readers to Sparky Taft’s online story about the shift of radio listening from “morning drive” to “afternoon drive” that cites the fact more and more people are getting their morning news by digital and broadcast media than in years past. • And—as if to affirm this shift—the lead item in Broadcast World on Page 13 reports that Ichabod Caine has returned to the radio waves on KXA in Everett as an afternoon drive host, not the morning-drive slot he dominated for so many years at KMPS. • Finally, the story on Page 14 describes how Mindy Crary is successfully promoting her financial-services business primarily through weekly blogs. This was never intended as an issue to highlight change. But, as they say—it is what it is... —LC send share save

Art Of The Issue: Creature launched this new website for the Space Needle that—appropriately enough—features an upward scroll, rather than the traditional downward or horizontal movements. Space Needle VP/marketing Karen Olson said, “Creature set out to make an online experience [that celebrates] the Space Needle, as the symbol of what’s possible, with a website as inspiring (and tall) as the Needle itself.” Online visitors are invited on an interactive tour where one must dodge clouds and seaplanes to pinpoint Mt. Rainier and learn fascinating facts about the Needle and the city that surrounds it. The journey continues by flying into the rotating restaurant, hovering over the observation deck and then jetting off into space to mingle with stars and satellites. Creature collaborated with Seattle-based teams from Royale and Ok Rocket to bring the vision to life at www. spaceneedle.com. The website is accompanied by a mobile app.

‘Paperbuttons’ MARKETING 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 larrycoffman@frontier.com. Opinions of contributing writers are not necessarily those of the publication.


McInerney Rowny Tacoma-based Rusty George Creative has hired Chris McInerney, the former co-principal of Image Ink Studio/Blend Creates in Bellevue, as creative director. Most recently, he was UX designer for Amazon.com... Cole & Weber United has appointed Elizabeth Rowny as managing director, partner. She comes from TBWA/Chiat/Day New York, where she was worldwide managing director... Curator has hired Megan Kamitsuka, a former intern with the agency, as an assistant account exec... Jeff Lanctot is the new CEO at Mixpo, a provider

Shearer Hambley of multiscreen video ads. He is the former chief media officer at Razorfish... Willie Shearer, formerly of Wong, Doody, Crandall, Wiener and Wieden+Kennedy, has joined Creature, managing the Truvia account and various new-business opportunities... Frause announced a promotion and two new hires. Nathan Hambley, who has been with the firm seven years, was promoted to VP/media relations. The new hires are senior art director Karin Heidemann, who has worked in both German and Midwest design agencies, and senior account exec Emily Trickey, who was communications director with an Alaskan economic development agency... EXCLAIM has added Marcus Peddy

as production manager. He began his career in Irving, TX and most recently worked with T-Mobile at their Bellevue headquarters....Williams Helde Marketing Communications has added three staff members: Art director Sitha Ngy, who has worked at leading agencies like Publicis,

Fallon and Crispin Porter + Bogusky; account exec Melanie Whitehouse, an alum of Stanton & Everybody and project manager Brittany Petaja, who most recently worked at Seattle-based Tuxedos and Tennis Shoes Catering and Events... Newsmakers • 20

Kamitsuka

Heidemann

Peddy

Whitehouse

Lanctot

CREATE with Transit

Trickey

Advertising

Heard of the YPOS? Go to www.marketingnw.com and read Eric Cooley’s story about the Young Professionals of Seattle club, founded by Ahmad Corner. Above, from left, are members Brenda Baxter, Katie Diedrich, Kristen Drew, Jamie Shindler and Allison Campbell.

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N E W S M A K E R S


MARKETINGnw.com • January/February 2014 • Page 4

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‘MARKETING IMMORTALS’ Inductees Bob Frause

Mimi Kirsch

Bob Frause, APR, Fellow PRSA, has provided public relations and communications counsel to clients throughout the Northwest and the United States for more than 40 years. He holds a BA in Journalism from Seattle University. Prior to beginning his public relations career, Bob served as a United States Army officer, rising to the rank of Captain. He has written extensively on public relations, marketing and related topics for local and national publications and is the co-author of The Environmental Marketing Imperative (Probus, Chicago, IL). From the early days of his career at Merry, Calvo, Lane & Baker (Hill and Knowlton) to his current position as founder and CEO of Frause, Bob has served hundreds of private- and publicsector clients. Some of the most notable include Procter & Gamble, United Airlines, Duraflame, the Economic Development Council of Puget Sound, the Environmental Protection Agency, Skanska, McKinstry, Metzler, Pacific Continental Bank and the University of Maryland. In addition to his many local civic activities, Frause is extensively in-

A deep curiosity about the world and a love of art, design and travel converged when Mimi Kirsch entered the world of magazine publishing. She is the publisher, president and owner of Paradigm Communications Group, which publishes the Alaska Airlines magazine and Horizon Edition Magazine. Women in her family inspired her. One aunt panned for gold in Alaska. Another’s adventures on boats between San Francisco and Shanghai, China in 1929 were documented in travel articles. Her mother’s courage in confronting life challenges taught Mimi to never give up. Kirsch studied psychology and art at Goucher College in Baltimore, MD. She worked in psychiatric research and as a Montessori teacher before being hired as advertising manager at World Publications, publisher of Runners World and six other national sports magazines.

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 38 members already enshrined. Send nominations to larrycoffman@frontier.com. send share save

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She launched Paradigm in 1987 with a vision that focused on customer service. Kirsch credits her strong team for the award-winning work published every month in the in-flight magazines. Paradigm’s publications have been recognized regionally and nationally with numerous awards for editorial and design excellence. And Paradigm received the Seattle Mayor’s Small Business Award in 1999 and the Alaskana Award from the Alaska Visitors Association for promoting travel to Alaska. She was president of the Seattle Adversiting Federation 1989-90, was awarded the AAF Silver Medal in 1993 and was named Magazine Person of the Year by the American Marketing Association in 1995.

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volved in the Public Relations Society of America as former chairman of its College of Fellows and its Board of Ethics and Professional Standards and a member of the PRSA Board of Directors. He currently is global chairman of PROI Worldwide, the largest global network of independent public relations agencies.


Bill Fritsch: The Agency Side

How Things Have Changed!

MARKETINGnw.com • January/February 2014 • Page 6

Paul Matthaeus (founder of Digital Kitchen) and I recently addressed MCEI (Marketing Communications Executives Int’l), sharing our views about ways our four-screen society is changing the strategies and techniques of leading marketers. Technology, over the last decade, has radically altered the ways the human race gets information, communicates and makes decisions. For long-term marketers, like me, the writing is on the wall... the rules have changed so completely that many of the marketing tenets that we hold dear and true may actually work against us in the marketplace. Paul and I first met nearly 30 years ago at a very innovative Seattle ad agency, Sharp Hartwig. In those days, computers had zero place in the working of an ad agency. Everything was done by hand. Art was physically pasted onto boards and ads were physically distributed to newspapers and magazines. Reaching TV audiences was simple. There were only three networks, ABC, CBS and NBC. Marketers wanting to reach an audience were guaranteed that their entire audience (reach) could be called to ac-

tion by simply putting commercials in front of them enough times to effectively brainwash them (frequency). Sprinkle in some radio and print ads and any marketer with a media budget could succeed. It was easy. My how things have changed! Today, entire segments of the population are simply not reachable in these traditional ways. Years ago, people had to pay some attention to ads. It was the way people found out about new things. Today a quick Bing search will bring the world’s information to anyone, any place, all hours of the day. Our brains are reorganizing themselves and interruptive advertising doesn’t hold a high place on the priority list. Eighteen years ago, Paul started DK in Seattle as a kind of think tank for designers, animators, filmmakers, editors and musicians. It’s founding mission: Apply entertainment principles to brands and, in turn, branding principles to entertainment. You probably know DK through its famous work in Hollywood. Opening sequences for shows like Six Feet Under, True Blood, Dexter, Ghost Whisperer and Nip Tuck garnered 13 Emmy nominations and three wins. The agency also created numerous websites for Hollywood properties like Sherlock Holmes and Falling Skies. DK’s experience in Hollywood is now Fritsch • 21


WALLY: Social Road Show They just might be one of the Pacific Northwest’s ultimate unplugged social media. This year, WALLY and JRWALLY—PEMCO’s “We’re a Lot Like You” event vans—connected with thousands of Northwesterners at events across Washington and Oregon. By year’s end, the WALLY team will have rubbed elbows with event-goers at 140 Northwest happenings, spanning geography from Spokane’s Hoopfest to Eugene’s Polar Bear Plunge. And at each one, their mission is the same: To meaningfully connect with community members where they live, work, learn and play. Conversations about insurance take a back seat to engagement. That’s the genius of WALLY, which is captured on a new YouTube video, now available to local event promoters to help show them how WALLY makes a valuable addition to their event. So, why produce a video touting an activity that doesn’t emphasize our product? WALLY’s primary purpose is all about engagement and demonstrating our ability to be hyper-local. Not only does PEMCO understand the residents who make up

the fabric of our quirky Northwest, but we’re right here supporting the events and community initiatives that matter most to them. The WALLY Event Team gives a real-world face to our ads and presence on Facebook, Twitter, Pinterest and our PEMCO in the Northwest Blog. When we went into the WALLY campaign way back in 2007, our research told us that it’s not enough to just say we’re local. Our Northwest neighbors told us— loudly and clearly—that we would have to show them that we know them in ways that others don’t. With WALLY events, we’re true to our mission of leading with relationship, and we underscore our position as a member of the home team... the local guy. WALLY Event Team members are empowered to engage, support and celebrate with people, making PEMCO part of an enjoyable Northwest memory. They snap souvenir photos, play games and offer spins of a prize wheel for coveted PEMCO swag like sunglasses and Northwest Profile mugs. This year, we took our engagement to a new level. By partnering with the local app start-up, Paperbuttons, we introduced a digital aspect to our popular souvenir photo program. Here’s how it works: Paperbuttons’ functionality allows us to add a barcode to our photo template. Users 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

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MARKETINGnw.com • January/February 2014 • Page 7

Rod Brooks: The Client Side


MARKETINGnw.com • January/February 2014 • Page 8

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Looking Or Hiring—Better Read This! ing for people with very specific, highdemand skill sets, and these individuals may be courting multiple offers or reluctant to leave stable positions. So, what specialty areas are hiring managers looking to fill? When advertising and marketing executives were asked in which areas they plan to hire in the first half of 2014, social media and media services topped the list (each with 16%), followed by brand/product management (15%). Additional research in the Creative Groups’s 2014 Salary Guide found that creative talent with digital and mobile expertise also is in short supply, with user experience and mobile designers in particular demand. In many cases, these professionals are receiving multiple job offers, and hiring managers must move quickly to secure the best candidates. In fact, user experience (UX) designer is a position to watch in 2014, as there’s consistent demand across the nation for professionals who can create the right, intuitive experiences that satisfy an organization’s unique customer needs. The position is one of the top 10 salary gainers, with starting salaries expected to increase by 7.5 percent this year.

Creative professionals with content and technology skills also are very highly sought after employees. Solid writers with search engine optimization (SEO) skills are hot, as firms seek to optimize their online presence through link-building, content development, social media and vendor consulting. Like the creative industry itself, the demand for certain skill sets is continually shifting. As such it’s crucial to research employment trends, like those highlighted in the 2014 Salary Guide, on an ongoing basis. Not only will this help identify “hot

spots” in the market, but it also will assist in guiding your next business or career move, whether it’s identifying a skill to learn or candidate to watch for when you get the green light to hire. • Terah Brossart is the division director of The Creative Group, a specialized staffing firm placing interactive, design, advertising and marketing professionals on a project and full-time basis in major markets across the U.S. and Canada. You can contact her at 206-749-9046. send share save

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MARKETINGnw.com • January/February 2014 • Page 9

Marcomm Employment By Terah Brossart The creative sector continues to be a strong spot for hiring, according to new research by The Creative Group. In the survey, 13 % of hiring managers in advertising agencies and marketing departments said they plan to expand or add new positions in the first half of 2014, up four points from six months ago. In addition, 57% said their organizations plan to maintain current staff levels, 22 percent said they project hiring freezes and just 4% expect to reduce the size of their staff. For employers eager to boost staff levels, recruiting creative talent with the right skills remains difficult: 32% of executives surveyed said it’s challenging to find skilled creative professionals today. Hiring managers at large advertising agencies (100+) employees report the greatest difficulty, with 60 percent of respondents saying it’s somewhat or very challenging. Why? Many companies are look-


NEED TO KNOW

MARKETINGnw.com • January/February 2014 • Page 10

By Larry Coffman • Horsfall Hiatus: Here’s the unexpurgated release from David Horsfall (back row center in blue shirt on Alki Beach below), headlined “Copywriter retires to become a bum.” To wit: After nearly four decades in advertising, an award-winning copywriter has traded headlines for tan lines. David Horsfall’s new venture is called Alki Surf Shop, an online store featuring Genuine Alki tops for men and women. “We had a soft launch before Christmas,” David said. “It’s been fun. Now

• Pino Publication: Ernesto Pino of Producciones Pino, the Spanish-language ad agency, has published a new children’s book titled ¡Cocino con Mamá! (I’m Cooking With Mom!). Little Ricky’s eagerness to help Mama fix breakfast gives young readers a snappy introduction to Spanish, using just the right measure of Spanish words to make learning easy. Translations within the richly illustrated poem and glossaries make meanings of words clear. The recipes, in both Spanish and English, and the poem’s lively tempo will send cooks young and old dancing to the kitchen and whipping up their own pancakes. we’re ramping up for Spring.” The website alkisurfshop.com includes a video shot guerilla-style on smart phones, with original music performed by Stevie Ray Allen, vocal by Alyssa Zagorie and edited by Cindy Sangster. According to Horsfall, “We had a small budget, but a lot of talented friends.” Horsfall began his career in the mail room at Ayer-Baker Advertising and was formerly a VP/partner at Seattle’s largest ad agency. His new title is Beach Bum & CEO... Passages: Warren Payne wrote to let me know of the passing of his wife, Cathy Spencer, on Oct. 22, with whom he co-founded the PayneSpencer marketing firm in 1999. Cathy was born in Bend, OR and spent more than 30 years in marketing and PR. She began her career at the Bend Bulletin

Ernie said, “The book was created two years ago when my dear friend, Lisa Lee, and I briefly brainstormed a project on which we could collaborate. Lisa is a senior manager at Apple and also an immensely talented artist. I sat down and wrote the poem in 20 minutes. Lisa loved it and immediately began painting illustrations in acrylics on canvas to complement the story... This is homage to my parents, who insisted on raising their children in a bilingual household.” He even got a plug on the Today Show when Kathy Lee Gifford, who he had met when she visited Seattle, held up a copy and declared the book “one of her favorite things.”

and in 1996 moved to southern California where she worked for The Newspaper Network, later moving here to open a Seattle office of TNN. She and Warren had children Cara and Sean... Jeff Blackinton, 48, was remembered at a celebration of life on Nov. 17 attended by more than 200 at Salty’s on Alki. He is the son of retired Emerald City Graphics general manager Herb Blackinton and was employed at ECG as a master mechanic at the time of his unexpected death...

More Books: Ted Leonhardt, local design exec turned consultant, has authored a book titled Nail It that he describes as “the first book to lead emerging designers to the salaries they deserve.” He uses realworld stories to demystifty the negotiation process. And veteran media-sales maven Sparky Taft has authored yet another book that he says “reveals many techniques I use for clients and why my clients’ advertising is so uniquely successful.”

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‘To Imagine Is To Do’ Personal Fitness By Pat Hackett An 87-year-old woman running the 400-meter dash while the stadium crowd stands and cheers... a 94-year-old woman from Japan, whose husband competed in the 1936 Olympics in Berlin, winning her breaststroke event after riding to the starting blocks in a wheelchair... a 52-yearold mailman from Australia, competing against 400 other cyclists in the Criterion on the same bike he used to deliver mail in a Sydney suburb—and placing 10th. These are just a few of the thousands of amazing athletes that I joined at the Torino 2013 World Masters Games, held this past August in Turin, Italy. The World Masters Games are held every four years and include many of the sports you see in the Summer Olympics, and some that you don’t. They include track and field, soccer, rugby, softball, basketball, swimming, cycling, archery, rowing, sailing, canoe/kayak, tennis, table tennis, badminton, squash, volleyball, beach volleyball, golf, shooting, triathlon, duathlon, orienteering, karate, judo, taekwondo and weightlifting—except that the athletes must be older than 30 or 35, depending on the requirements of their particular sport.

Torino was the site of the 2006 Winter Olympics and, as such, has existing facilities that were built expressly for the Games and subsequently used for many of these Summer events. I saw the table tennis qualifying rounds played in the same ice rink where Apolo Ohno won his medals. The hockey rink was the site of the badminton finals. The venue for my sport, weightlifting (also called Olympic weightlifting), was an arena on the edge of Torino. Without air-conditioning and WITH a black roof, it became an oven in the 95-degree heat and 95% humidity typical of Italy in August. But first... I’m often asked how I got into this sport in the first place. About five years ago, while working out with my personal trainer and doing general conditioning, I saw a woman doing a very cool movement with a bar full of weights. “What’s that?” I asked my trainer. “The clean-and-jerk,” was his reply. “Can you teach me?” I responded. “Not like her coach can.” So I switched coaches and immediately fell in love with the sport. Weightlifting consisting of two movements (the cleanand-jerk and the snatch) is very technical and requires a combination of speed, flexibility, strength, precision and concentration to lift more than 100 pounds over one’s

Here Hackett completes the world-record 51-kilogram (112.2 pound) clean-and-jerk.

head in less than a second—and do it to the satisfaction of a panel of three judges. It’s a lonely sport, practiced one-on-one with a coach; and I often say that lifters “toil in obscurity.” But when the lift comes together, when the myriad of technicalities click, there’s no feeling in the world like it. The physical part is challenging, but the mental part is fascinating. We’ve all seen a ski racer at the top of a hill concentrating, eyes closed, hands following every turn in the race course. Well, weightlifting requires the same concentration. If I can imagine a perfect lift, 99 times out of a hundred I’ll make it. If, on the other hand, at any time during the lift I think it won’t go up. BANG! Down it goes. The brain doesn’t know the difference between

imagining and doing. To imagine is to do. In that 95-degree arena, at 5:30 in the afternoon on Aug. 3, 2013, with sweat dripping down my back and contestants passing out in the training area, I decided to go for it. With my coach in the wings giving me my cues, I set nine world records in my weight class of 63 kilos. And I hope when I’m 87 or 94, I’ll still be doing that. • Pat Hackett’s day job is as a representative for a stable of a dozen noted local and national artists. She can be reached at pat@pathackett.com or 206-447-1600. send share save

Immortalize Your Employee Every company has some amazing story about how an employee went the extra mile for the customer. My newest book, “The Power of the Motivated Employee” is capturing those true stories and bringing them to life for the world to read. If you have such a story and would like to show your admiration and appreciation to your employee (and, yes, get a little quality PR for your company, too) contact me and we can discuss the options of how this can be done. No cost to you but a great big Thank You in print for your employee. You can either write a short story about the amazing event or simply relate it to me and I will craft a tale about it. You will always have editorial control over the final copy. Contact me today: Gary Brose* • 206-505-9752 gary@smallbizsherpa.com *Author of “Bonus Your Way to Profits!”, “The Ultimate Motivated Employee” and now available on the YouTube Channel “Flying Shorts – Business Lessons in Brief”

MARKETINGnw.com • January/February 2014 • Page 11

A great way to say thanks and gain some powerful PR, too!


Perfect Match: Video & Social By Emily Carrion Two of the biggest trends in digital marketing are video and social media. According to eMarketer, online video is the fastestgrowing segment of digital ad spending in the U.S. and digital video spend is expected to more than double, from approximately $4 billion now to $8 billion by 2016. Social media also is booming. My firm’s survey of agency and media companies found that 91% have clients who are planning to spend money on social advertising in 2014, up from 87% in 2013. Running video ads across social media properties is a great way to amplify a video

ad campaign and engage with fans and followers. Sarah Reece, connectivity planner at Mullen, confirms this, saying, “Video gets more engagement, no matter what.” It’s no wonder, since video and social go great together. • Consumers are more likely to enjoy a branded video and remember the brand if they come across it, thanks to a social media recommendation (Business Insider). • Completion rates for socially referred video are higher than those for video views

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MARKETINGnw.com • January/February 2014 • Page 12

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Social Media Forum that aren’t shared (Business Insider). • A branded Vine video is four times more likely to be seen than a regular branded video (The 7th Chapter). • Instagram videos are creating two times more engagement than Instagram photos (Simply Measured). • Luluemon, one of the first brands to use Instagram video, earns seven times as many comments on its Instagram videos as it does on its photos (Simply Measured). With so many social networks now offering video and video advertising capabilities, we wanted to find out if and how agencies plan to capitalize on this trend. We surveyed more than 100 agencies for our report, Demystified: Video Advertising Across Social Networks, and learned that most plan to run video advertising campaigns across social channels, particularly on YouTube (69%), Facebook (49%) and Twitter (24%). Is video part of your marketing mix? More and more marketers are extending video ad campaigns to social media, paid and earned. The simplest way to make your videos social is to add social-sharing options, such as Facebook, Twitter and Pinterest buttons to your video ads. If your video is compelling enough, people will share it. Here are some more advanced options: • Integrate a YouTube player in your video ad. This way you can leverage the audience of premium publishers (or wher-

ever you choose to run your ad) and still reach your social goals. • Create a second screen experience to complement a TV ad. The Walking Dead did an excellent job of encouraging viewers to engage with the show and other fans through web, tablet and mobile apps. Fans could tweet in real time, their tweets showed up on Talking Dead (the after-show show) and fans could engage with even more videos. • Promote videos directly on Facebook. This new capability to incorporate video ads directly into users’ news feeds just became available. The 15-second ads will autoplay and mute by default, allowing users to activate the sound if they wish. • Sponsor short media clips on Twitter. Take advantage of a recent ability to sponsor short media clips. For example, Gatorade could sponsor an NBA playoff highlight (using Twitter’s deal with ESPN). Join the 80% of agencies and 86% of media companies who believe that branded video is core to social strategy by incorporating video (and video ads) into your social strategy, and vice versa. Emily Carrion is communications director at Mixpo, a video-advertising technology company in Seattle. You can reach her ecarrion @mixpo.com. send share save


Ichabod Caine Is Baaacckk! By Linda McCune Ichabod Caine is back after a four-year hiatus! The well-known on-air personality has returned to Northwest radio on Everett’s Classic Country KXA 1520AM weekdays 3-7pm. He starred at Country KMPS for 23 years. “You’ll never guess what he’ll say next, and he’s always thinking about you,” said KXA GM Andy Skotdal. “Ichabod is the wacky, funny, family friendly neighbor you want with you in the car or visiting while you’re making dinner.” Chuck Maylin, executive director of the Seattle Area Radio As-

sociation, said, “Legendary live local talent like Ichabod is what separates over-the-air radio from streams of songs mixed by computers. I don’t know anyone else who’s been a fixture on local radio longer than Ichabod.” Said Ichabod: “Local radio’s specialty lies in the host’s ability to connect one-on-one with listeners and for advertisers. You can entertain and bond with your listeners in a meaningful way and have a great deal of fun while you’re doing it.” Celebrating two years on the air, KXA is the area’s only Classic Country station. The former afternoon host, “Stitch” Mitchell, moved to mornings. KUOW-FM has named Caryn Mathes general manager. She comes from radio station WAMU in Washingto, D.C., which is

Broadcast World

currently ranked first among public radio stations nationally for its share of regional audience. Norm Arkans, UW associate VP/media relations and communications, said “Caryn has had great success wherever she has been and brings a fresh perspective and genuine passion for the role of public media in our society.” She succeeds Wayne Roth, who led the station for 30 years until his year-end retirement. Joan Enticknap, who heads the Puget Sound Public Radio Board, said, “Caryn is a dynamic leader and will guide the station to be an even greater resource for our community. She will raise its sights and grow its impact.” The new Nielson Audio ratings for November saw Classic Rock KZOK-FM 102.5 move into first place with a 5.5 share and Active Rock KISW-FM 99.9 move up to second with a 5.2. There was a three-

‘SHOCKING’ Story!

Veteran broadcast-sales exec Sparky Taft reveals the “shocking” news that “morning drive” is no longer the dominant radiolistening time period in Seattle, as well as the nation. Sparky cites several reasons why morning-drive has slipped to #3, behind #1 afternoon drive (3-7pm) and #2 midday (10am-3pm) in the Seattle market. Read the complete story at www. marketingnw.com.

way tie for third, at 4.8, among KBKS-FM, KHTP-FM and KIRO-FM. • Read the continuation of Linda McCune’s Broadcast World column at www. marketingnw.com.

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MARKETINGnw.com • January/February 2014 • Page 14

By Bruce Lee Mindy Crary is a young entrepreneur in a crazy-competitive business. Yet, when you Google “financial coach in Seattle,” you’ll find her company—Creative Money—at the top as a Yelp.com 5-star-rated business and consistently in the top three organic listings. It’s clear people love her message and method and that her use of social media to promote that business has paid off in topbilling exposure. Mindy promotes her business primarily through weekly blogs. With the exception of adding new entries to her blog page each week, her website hasn’t changed much for more than a year. The message is the medium. Mindy attributes the high frequency of her postings as the most effective technique she’s found for advancing her business and the financial security of her clients. She claims that a big part of her growth is attributable to simply “showing up” and doing something rather than nothing. She likens creating a weekly blog to

committing to regular exercise. At first it was a struggle. “It took a day of agonizing on what to say and another day to actually write it.” Now it takes only an hour or two. It’s even pleasurable. In 2012, she began emailing announcements of her blog postings. She experimented with Constant Contact and aweber, but found them too cumbersome. She now uses Campaign Monitor. Tentatively entering into the bewildering world of social media marketing, she added Twitter and Facebook announce-

Using Google Analytics, Mindy tracked sources of clicks to her website and saw big spikes in traffic corresponding to her email blog announcement. Campaign Monitor stats showed a gratifyingly high 30% clickthrough rate on her emails. Armed with the knowledge that email recipients welcomed her blog posts, Mindy concentrated on determining which methods were most effective in building her email list. According to Google Analytics, the #1 source (32%) of referrals to Cre-

Campaign Monitor showed a gratifyingly high click-through rate... ments. This led to contact with a Facebook blog commenting circle—a group cooperative of five to 10 bloggers. Everyone comments on everyone else’s entries and posts comments on their individual FB pages. It’s intended to be a mutually beneficial system, increasing awareness for everyone in the group. Exposure led to Mindy writing a number of “guest blogs” on other group members’ sites. This, in turn, resulted in increased requests for reprinting her blogs and invitations to participate in conferences as a subject matter expert.

ative Money came from the website of a woman with whom Mindy had done a one-time two-hour webinar. This is a terrific endorsement for the “give something free and get more than that back” marketing strategy. In another example of non-intuitive results, we have, at #2, Pinterest. Some 15% of her latest referrals have come from her simply pinning her blog posts and having other people repinning them. At #3, we finally see what most of us would deem a likely suspect in the social media marketing lineup: Twitter. This is

a row Mindy hoes pretty hard, spending three or four hours a week responding to tweets, extending thank-yous for retweets and adding retweeters to her “following” list. Source #4 represents a foray into paid promotion. For $55 a month, Mindy advertises on the popular lifestyle site yesandyes.org. So far, the investment appears to be paying off. What about Facebook? The #1 social medium delivers just 5% of her recent referrals. This is noteworthy, not just in comparison of its efficacy to less-wellknown social media sites, but also because Mindy has been experimenting with promoting her posts (at $15 a crack) on FB. Most of the remaining referrals come from Yelp and Forbes.com. These strategies result in approximately four percent growth in Mindy’s email subscriber list every month. As a financial coach might remark, this is a remarkably lucrative return on investment. • Bruce Lee is a writer specializing in sale promotion. He can be reached at have brucewriteit.com or 206-369-6263. send share save


On-Site, My Friends, Is Not Freelance! a number of large clients—Road Runner Sports, Office Depot, Smith & Noble and more, as well as smaller firms—all a joy to work with. I find myself at a crossroads these days, and it’s an odd one. While the world becomes more and more technically dependent—and for many like me it matters not where we’re based—companies still insist on having that copywriter where they can see them. Perhaps they don’t realize that, for creative workers, it’s often better not to be in the everyday office routine. Chances are good that a coworker might stop by your office, coffee in hand, wanting to discuss

clients over the years have been across the country. Like many freelancers, I’ve taken the time to invest in a fully functional office with all the equipment needed to produce what my clients need. My creative function is copywriting, so if I need a website designer, collateral material or e-commerce, I know just whom to call. The same holds true for the backend work on websites. Twelve years ago I lived in San Diego. I’d built my business there to the point that all my work came from referrals. But one May weekend brought me to Seattle, where I fell in love with the environs, so beautiful

I just wish the job-placement world would recognize our dilemma the most recent episode of American Idol or how her weekend plans might pan out. Don’t get me wrong: I’m a social animal like the rest of us. I just need to focus on my work when I’m working. There are clients for whom I worked seven days a week. For others whose demand was much less, I could knock out their projects, one-after-the-other, in a normal day or week. The point is that I do what’s needed, what’s necessary, to see that my client is more than satisfied. They’re thrilled. And while I reside on the left coast, many of my

and lush. And yes, I like rain. I was able to “bring” my clients with me and, for a time, everything was rolling like normal. Then the economy took a header and clients began saying they could write the copy in-house. One comment about that: You can be a great writer. But that won’t necessarily make you a great marketing writer. I consider myself both. My purpose here is not to toot my own horn, but to explain another aspect of how things have changed. Unfortunately, the idea that copywriting is easy has been ex-

ascerbated by the endless stream of bloggers, too many of whom pay little attention to grammar, syntax or spelling. As I said, like most freelancers, I have a fully functional office with all the necessary equipment, so I don’t get caught shorthanded by technical needs. In fact, the only things that seem to be catching true freelancers “shorthanded” these days are the new definition of freelance, and a diminishing appreciation for our craft in this digital age. The latter trend will probably get worse before it gets better, but I’m holding out hope for a return to the days of working mainly from my home—especially as more and more regular employees are permitted to work from their home offices. But for now, let’s call it what it is: Contract worker; a company employee who someone else pays benefits to. I just wish the job-placement world of today would recognize our dilemma. Then I, and the many veteran freelancers like me, could get back to our comfort zone— to the benefit of all. • Cheryl Latif is the principal of ad infinitum marketing. You can reach her at cheryl@adinfinitum.co or 206-932-2268. send share save

MARKETINGnw.com • January/February 2014 • Page 15

Freelancing By Cheryl Latif There was a time when the definition of a freelancer was such that one was paid for hours worked—primarily off-site. The exceptions were when there were creative or planning meetings and the like. Otherwise, the freelancer worked from an independent office, often out of his or her home, producing what was needed for their client. Times have changed. Look at the announcements on any online job board and freelance is the title for the position, but on-site work is—more often than not— the given. These positions usually are offered by placement agencies hired by the company in need of their creative services, but freed from the responsibility for benefits and payroll taxes, which are handled by the placement agency. That, my friends, is not freelance! I’ve been in marketing communications for 25 years, during which time I’ve been hired by myriad companies to produce collateral materials, from print to web and everything in between. I’ve been a freelance writer for


AMA

Continued from Page 1 • Market Engagement (Medium/Large Business) Winner: Microsoft Compete,“Why Microsoft?” Agency: R2integrated • Integrated Marketing (Non-Profit/ Public Sector) Winner: Tacoma Community College, “Reach Higher” Agency: Sands Costner & Associates • Integrated Marketing (Small Business/Start Up) Winner: Seattle Children’s Hospital, “Building Hope” Agency: Seattle Children’s Hospital In-House • Demand Generation Winner: Microsoft Corporation— Bing Ads Global SMB Marketing Group,“Microsoft Bing Ads Sprint Direct Response Acquisition Campaign.” Agency: Seattle Wunderman Network The T.D. Wang Advertising Group was founded in 2004 in the International District in Seattle by Tim Wang, who says he began with “a laptop, a printer, a $100 checking account and an idea.” His background is in non-profit- community development and his agency specializes in multicultural campaigns with multilingual capabilities, as exemplified by his winning entry in Spanish.

PRSA

Continued from Page 1 recognized expert in crisis communications and is most noted recently for his role in dealing with the Amanda Knox case. His handling of that challenging case won a Big M and the Publisher’s Award in last year’s MARKETING Awards competition. Marriott is a former Emmy-winning TV news reporter for KIRO-TV, was press secretary to former Seattle Mayor Wes Uhlman and is a co-principal in the Gogerty Marriott public affairs firm. “No one gets anywhere in the world by themselves,” Dave told the gathering. “It takes the support of colleagues, friends and a supportive family. I’ve been blessed with all of that—especially a supportive family. “PRSA has always been an important part of my professional life. I’ve had the chance to learn from extraordinary practitioners like Jay Rockey and so many others... So my counsel to all of you is, never stop learning.” Other honorees included: PR Professional of the Year, Ellie Warmuth, APR, Tacoma Public Schools; Outstanding New Member of the Year: Emily Nauseda, Frause; and President’s Award for Volunteerism, Catherine Hinrichsen, APR, C&C Communications and Kauilani Robinson, APR, Seattle Convention & Visitor Board.

Print

Continued from Page 1 staff of 16, including former Star principals Scott Reid and Dan Sturgeon. Nasca bought Allegra two years ago and is the third owner of the company founded in 1990. Star is 26 years old and occupies a 9,000-square-foot building, which houses bindery and mailing equipment as well as four offset presses, led by a 6-color Komori and 5-color Heidelberg GTO. Nasca, noting that he and Reid “have been talking for about a year,” said, “My plan has always been to achieve growth through acquisition.” Craig Heisinger, a 20-year print-sales veteran, is opening a Pacific Northwest regional office of L.A.-based D’Andrea Graphic Communications in Seattle. Craig (below) has worked at ColorGraphics, Emerald City Graphics and the former Valco Graphics, as well as Lithographix in Hawthorne, CA. David D’Andrea described his company as “an award-winning boutique printer [that] offers everything from traditional offset printing to top-tier grand-format printing and finishing solutions,” adding that “the timing is right for us to grow and service the Pacific Northwest and we’re excited to have Craig on board leading the charge.”

C&WU

Continued from Page 1 had a fatal accident or had an accident with a hull loss. In addition, Hawaiian Airlines was the No. 1 on-time carrier in the U.S. from 2003 to 2006, when Aloha Airlines took the No 1 spot by a narrow margin, pushing Hawaiian to a close second. The carrier’s hubs are Honolulu Int’l Airport and Kahului Airport, from which its 49 jets fly to 28 different destinations in the U.S., Far East, Australia and the Pacific Islands. Hydrogen Advertising has been tapped by the American Advertising Federation to launch a new campaign for the American Advertising Awards, until recently known as the ADDYs. It’s the most-entered awards competition in the world through nearly 200 local chapters. “The rebranding lets us honor the great work done in our country—in a uniquely American way,” said Hydrogen’s Mary Knight. The team created this iconic flag montage of last year’s award-winning ideas to serve as the centerpiece for all national print and online messages. The Seattle entry deadline is Jan. 17 and the awards show will be held in March. The entry address is aafseattle.com/addy.

MARKETINGnw.com • January/February 2014 • Page 16

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Media: THE Telling Factor... market with all mediums. Look for minimum price increases and maximum opportunities to negotiate value adds. Here’s the outlook by medium in 2014: Broadcast Television: Local spot TV will be up 8.4%, including the Winter Olympics and political dollars. Without those two factors, growth will be closer to 2%. Local spot was up 2.5% in 2013. TV pricing should be similar in 2013. Keep in mind that while all broadcasters, including cable, offer digital products, those revenue totals are included in the digital and not in the TV numbers. Also, while TV stations once sold their own websites exclusively, they’re now becoming vendors for many digital products, including paid search and behavioral targeting and retargeting. Cable Television: Up 1.0% in 2013 but should show as much as 10% growth in 2014 as a result of political. Cable is wellsuited to the geographic needs of politicians. Radio: Down .5% in 2013 and is forecasting -6% for 2014. Pandora digital radio is definitely impacting traditional radio. And radio stations also offer very limited digital products to clients. Newspaper: Up 2.8% in 2013 and is forecasted to be up .05% in 2014. It may be that newspaper declines have bottomed out for the time being. Digital products are a significant revenue source for major newspapers. Media • 22

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Continued from Page 1 2013 and is projected to be 32% in 2014. How big is that, comparatively, you ask? Well, if you took local broadcast dollars, added local cable dollars and then added local radio dollars, you’d be just about where the total digital dollars are now. For definition purposes, digital dollars include paid search (28.6%), display ROS (23.6%), display targeted (27.1%), video (15.8%), email (3.3%) and audio (1.5%). And here is THE telling factor for all media vendors as they gear up to compete in 2014: The local Seattle market is projected to add $165 million in media revenue in 2014, and the digital category will get $138 million of it, or 84%. That leaves 16% growth for all the other mediums to chase. This poses some questions. What does a non-digital media competitor do to fight in a market that’s relatively flat for him? How does he protect his own share and get what growth dollars remain? Does he compete directly against digital or is the smart play to target the other mediums. Are there any ways to cut costs even more dramatically to improve the bottom line in a small-growth market for traditional media? Can he introduce and focus on his own digital offerings? My role here isn’t to answer the above questions for vendors, but to indicate how these major local industry factors are going to impact clients and media buyers. And—to put it simply—it’s going to continue to be a buyer’s


It Actually Can Kill! Work By Dr. Tasha Eurich Kmart’s decision to open its doors at 6am on Thanksgiving Day sent shock waves throughout the nation. Though bargain-seekers were thrilled, many are questioning the retail chain’s decision. In recent years, such “Thanksgiving Creep” has inspired multiple protests from employees, with one calling it “inhumane.” Unfortunately, this problem doesn’t just exist in retail stores around the holidays. Across all job types and industries, Americans are working more than ever. According to a recent Workforce Management study, since the great recession, 50% of employees have seen their workload increase and 27% say it has doubled. This constant pressure to do more with less, coupled with the belief that being busy means we’re important, is creating an unsustainable pattern. For many workers, taking time away from the job feels like an untenable luxury. Most European companies provide workers at least four weeks of vacation each year. Germany and Sweden are particularly generous, with seven weeks. But a Center for Economic Policy and Research study reveals that 25% of U.S. employees don’t take any vacation—either because they don’t use their accrued time or their employer doesn’t provide it.

seven or eight hours per day. The relationship remained even when researchers statistically removed the influence of socioeconomic factors, chronic physical disease, smoking and alcohol use. 3. It hurts our career advancement. When people think about how to get ahead in their career most have a “more is better” approach. Just look at the hours worked at many law firms, tech companies and Wall Street. However, more hours doesn’t always equal better performance and human beings have an upper limit for productivity on any given day. One study found that for each additional 10 hours away from the office employees took, their performance reviews were eight percent higher the following year! 4. It actually can kill us! Last August, a 21-year-old Bank of America intern was found dead in his London dorm room. During his demanding seven-week internship, he had pulled eight all-nighters in two weeks. Although this case is as rare as it is tragic, it reflects the general trend that working too much simply is not healthy. Luckily, when we take time away, these effects are mitigated. The Framingham Heart study reported that when workers take annual vacations, their risk for a heart attack is reduced 30% in men and 50% in women. Two Tips for Taking Time Off Without Paying For It When You Return Hopefully, cashing in some of that vacation time feels more important than it did just a few minutes ago. If the idea of taking time off still feels stressful, here are two tips: First, it’s OK to start small. Short vacations have similar positive effects as long ones. And because benefits from most

MARKETINGnw.com • January/February 2014 • Page 18

Our addiction to work is making us stupid, depressed, unhealthy... Why would anyone choose not to take the time away that they’ve rightfully earned? For many, fear is a factor—fear of missing out on promotions, topping the layoff list, being judged by bosses or coworkers, or the work that inevitably will pile up. Certainly, anyone can work 50, 60 or 80 hours per week—and take little time off—if they choose. but, as it turns out, there are some profound consequences of working too much. 1. It makes us stupider. Research has shown that long hours affect our brains. One study followed British civil servants over five years to understand the relationship between long hours and brain function. Compared with those who worked 40 hours per week, those who worked more than 55 hours showed poorer vocabulary and reasoning skills. 2. It makes us depressed. Research has shown that long hours also are a significant risk factor for depression. A study examined more than 2,000 workers in the UK for more than six years. They found that employees who worked more than 11 hours per day had more than twice the risk of depression than those who worked

vacations fade after five days, frequent, shorter vacations actually may be better— like a long weekend every month or two. Second, it’s OK to check email a few times while you‘re away. Another study revealed that people who worked during vacations still showed increases in health and well-being, albeit smaller ones. For many workers, being able to check in at work eases anxiety. Whether you’re being forced to work during holiday or not, the holidays are a great time to re-prioritize. It’s important to remember that family and friends are true gifts. On their deathbeds, few people are likely to say, “I wish I’d spent more time at work” So, for goodness sake—take some time off! • Dr. Eurich is an executive coach, speaker and author. Her new book is titled Bankable Leadership: Happy People, Bottom Line Results and the Power to Deliver Both. The book can be ordered at bankable leadership.com, and you can meet “Dr. T.” send share save


MARKETINGnw.com • January/February 2014 • Page 19


MORE NEWSMAKERS Continued from Page 3

Hacker Group has announced a promotion and three new hires. They include: Matt Witter, who was promoted to general manager and new hires Haydn Sweterlitsch as VP/executive creative director, Carrie Woolman as executive director and Kristin Flor as managing director of business development, marketing and public relations.

Projects & Plaudits

Creature has been hired by El Segundo, CA-based Beyond Meat® to help launch its brand. The company uses clean plant proteins to impersonate meat textures and flavor. The chickenlike offerings are so compelling they’ve attracted investors like Bill Gates and Twitter co-founders Biz Stone and Evan Williams. The company has three products available in select stores like Sprouts and Whole Foods nationwide. And speaking of Whole Foods... Curator created the Will Vote For Food campaign in behalf of Whole Foods Market’s support of the I-522 Initiative to require

genetically engineered food labeling statewide. It was countered by a record $22 million campaign by opponents of the measure, who succeeded in defeating it by a 54.8% margin. The Curator campaign included newspaper, web, social, in-store and grassroots elements. “We couldn’t be more proud to stand with Whole Foods Market on this important issue, and we’re thrilled to see the reaction the campaign received.” said Curator principal Scott Battisill... Spin Creative produced a holiday brand video project for new client, GAP, filmed on location at GAP headquarters in San Francisco. The agency also delivered a video project for new client, Seattle University, that will be used as a tool to “imagine the future” in conjunction with a new capital-improvement campaign for the university... Pacific Rim Resources (PRR) won Platinum and Gold awards from the Assn. of Marketing and Communication Professionals for its work on the Elizabeth River Crossings and U.S. Environmental Protection Agency Projects... Hemlock Printers won two Golds, five Silvers and a Bronze award in the recent Canadian Printing Industry Awards competition. send share save

Blend Creates completed a project with King County Metro Transit to raise awareness among riders and the community of possible budget cuts and how it may affect their commute. The external and internal bus signs and posters also included a Spanish version. The call to action drove the target audience to the website, and since the campaign went live on Nov. 6, until just before Christmas, the page views increased 2,884%. Credits to Blend Creates principal Andrea Sames, creative director/copywriter Alan Yamamoto and art/ design director Jason Snavlin.

Copacino+Fujikado and Titan Outdoor teamed up to help promote regional tourism by converting three bus shelters in high-traffic areas in Tacoma into gingerbread houses as part of Visit Seattle’s 2 Days in Seattle campaign to get its neighbors to the south excited about a trip to downtown Seattle for the holidays. The graphics featured the Space Needle and Great Wheel. That’s C+F creative director Mike Hayward and his four-year-old daughter, who handed out 2 Days in Seattle branded candy canes to waiting bus riders.

Hornall Anderson’s United Kingdom Office designed this packaging for Lindt’s new holiday offering featuring the Lindor milk chocolate snowflakes. The HA team was involved from the very early stages of the project, including generating a variety of ideas for the product itself, until Lindt finally settled on the snowflake design.

Production Partners earned a Telly Award for Post Production on a video titled On Deck for a Cause 2013. The 150-second video promotes a cancer fundraising event held aboard Holland America Line cruise ships. Credits to Production Partners principal/ producer John Douthwwaite and editor Seth Gwinn.

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Continued from Page 6 helping major brands to engage with their consumers in ways never before possible. AT&T is now in the entertainment business with it’s U-Verse Network, managed by DK. Whole Foods has been turning its Dark Rye website into a gathering place for people concerned about sustainability. They are thinking of the site as a network, just as NBC is a network and brings all the Hollywood magic to bear in making it a destination capable of attracting millions of people. What makes the world of communications so much more interesting than 30 years ago are the millions of ways to tackle the marketplace. Every marketing plan is unique and fluid. Smart companies now are looking at their websites not as places to push out corporate messages, but rather as gathering places that can bring audiences together. They are using well-crafted video to engage people via YouTube and attracting huge numbers of eyeballs as a result. And they’re combining innovation and entertainment to unlock the genetic code of social media and creating brand affinity like never before. Embracing four ideas will unlock vast new potential for almost every company. Success, however, lies in NOT thinking Fritsch • 23

Brooks

Continued from Page 7 who download the Paperbuttons app can use their phone to scan the barcode, which sends a copy of their souvenir photo to the user’s email inbox or Facebook page. We learned that this sort of sharing is an effective employee engagement tool, too. In celebration of PEMCO’s recognition by JD Power as the “Highest in Customer Satisfaction Among Auto Insurers in the Northwest Region,” the WALLY vans toured each of our Washington offices with the esteemed trophy in tow. Employees (like yours truly) had a chance to pose with the trophy and then digitally share their photo as a point of PEMCO pride, thanks to Paperbuttons. In short, having WALLY and its arsenal of online and offline engagement activities at an event is fun. And that’s the point our new video drives home, as we continue to expand WALLY’s reach. Rod Brooks if the VP/chief marketing officer of PEMCO Insurance. You can reach him at rod.brooks@pemco.com. send share save

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Fritsch


Bright Spectrum has launched a new website for Taco Time Northwest that is more responsive, offers the capability to build a meal menu and makes extensive use of Google Maps API for location imaging and location check-in. Gravity Design was the creative agency on the project. Bright Spectrum principal Chidozie Bright said the site was designed to give better access to nutritional and menu information to people on the go and to communicate the client’s local roots by highlighting their sourcing of local ingredients and their composting initiatives.

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MARKETINGnw.com • January/February 2014 • Page 22

WEEKDAY MORNINGS

LIZ DUEWEKE

Continued from Page 17 Out-Of-Home: Up 6% in 2013 and forecasted to be up the same amount in 2014. Local Magazine: Up 4.4% in 2013 and forecasted to be down that much in 2014. Direct Mail: Up .5% in 2013 and is forecasted to be down 1.2% in 2014. Cinema: This category is growing very quickly. It was up 47.3% in 2013 and is forecasted to be up another 42% in 2014. Digital: The category as a whole grew 26.6% in 2013 and will grow another 38.4% in 2014. Trends to look for include: email marketing up 1.0%; online video up 48.2%; paid search up 7.7%; targeted display up 95.2% and display ROS up 2.3%. Mobile is a platform just like desktop or laptop. About 5.8% ($21 million) of total digital dollars were directed to this platform in 2013.

By 2018, it’s expected mobile dollars will grow seven times to $147 million and smart phone penetration will grow from 52% to 100%. Summary: Traditional media revenue continues to lose share to digital media. Traditional dollars, locally, were 74% of the total in 2013 and will be down to 68% by the end of 2014. But what we’re talking about here is revenue, not necessarily how consumers actually use media. Consider that consumers spend 35.5 hours weekly with TV and 13.3 hours with the internet, including mobile. Dan Japhet is the principal of Strategic Media Alignment and a frequent contributor to MARKETING. You can reach him at sma1@japhetmedia.com. send share save


Calendar

Jan. 16—National Academy of Televisiosn Arts & Sciences, Deadline for entries in 51st annual Emmy Awards competition. Jan. 22—American Marketing Association, Panel on Marketing New Healthcare Delivery Channels, 11:30am-1:30pm, Washington Athletic Club, psama.org or 206-623-8632. Jan. 23—American Marketing Association, Eastside Breakfast Series, Innovation Marketplace Panel, 7:30-9am, Cast Iron Studios, 10650 NE 4th St., Bellevue, psama.org or 206-623-8632. Feb. 6—Public Relations Society

of America, Totem Awards Banquet, 5:30pm, Hotel Monaco, 1101 Fourth Ave, Seattle, prsapugetsound.org or 206-623-8632. Feb. 12-American Marketing Association, Monthly luncheon meeting, 11:30am, Washington Athletic Club, psama.org or 206-623-8621. Save the Date: American Marketing Association, March 26, Market Mix 2014, Meydenbauer Center, Bellevue, psama.org or 206-623-8632.

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

(425) 460-8800

info@gmaresearch.com

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Fritsch: Farewell Column

4. Voluntary participation is king... better to attract people than to interrupt them. Beware. Research shows that disruptive methods work against brand affinity. Add some entertainment principles to your marketing program. With this column, I’m signing off as a regular contributor to MARKETING. It’s been a pleasure to share my thoughts on our industry with you the past nine years. Bill Fritsch is the CEO of DK. You can reach him at bfritsch@thisisdk.com. send share save

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MARKETINGnw.com • January/February 2014 • Page 23

Continued from Page 21 like a marketer. 1. Today it’s better to be in the business of engagement than advertising. Social networking is effective when people want to share with their networks. They only do this when they’re engaged. 2. Think in terms of audiences—not targets, not markets. We attract audiences. And attraction is the only way to activate the potential of interpersonal networking. 3. Every brand can own its network. With a change in thinking, corporate websites can be gathering places for tens of millions of people.


MARKETINGnw.com • January/February 2014 • Page 24

MKTGJanFeb14Digital  

Bi-monthly newspaper covering the marcomm industry in the greater Puget Sound region.

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