Elaine Rittler Fine Art – a New Ideamakers Client

Ideamakers developed a brand identity, graphics, marketing ideas and website for Elaine Rittler Fine Art, a startup company that provides original art and prints.

Elaine Rittler, a Rochester area artist, creates original waterscape and sunset, lighthouse, winter and holiday, portrait, and religious artwork.

She accepts commission work, commercial projects and provides group and individual art instruction.  In fact, since her branding strategies and website were initiated, Elaine has already secured agreements to do art instruction classes at 3 senior living facilities.

By Fred Kopp - IDEAMAKER

The Value of Advertising During an Economic Downturn

As I meet with numerous business owners and managers, I ask what they are doing to promote their business’s products or services.  More often than not, many say that times are tough and that they cannot afford to advertise.  Many are struggling.  They complain that business is bad and that new customers are not learning about their offerings.

For much of my career, I planned and directed advertising strategies and tactics for Wegmans Food Markets, known world-wide for their innovation and marketing tenacity.  Wegmans was not always the dynamic regional market leader that they are today.  Wegmans benefitted from challenging economic times as a result of developing powerful, high quality advertising campaigns to communicate their offerings.  When their competitors cut back on their advertising, Wegmans stood out.  When the dust settled, they were standing strong while many of their competitors had expired.

So, to businesses large and small alike, established and startups, I say… develop a strong marketing plan and advertise –advertise – advertise!   To support my advice, I offer the following article from American Business Media…

History has proven companies that maintain or increase their advertising investments in periods of economic downturns increase their sales and share of market, both during and after the downturn.

Here are the facts:

• Maintaining or increasing advertising budget levels during economic downturns may be necessary in terms of protecting market position vis-à-vis forward looking competitors.1
• If a company fails to maintain its “Share of Mind” during an economic downturn, current and future sales are jeopardized. Maintaining “Share of Mind” costs much less than rebuilding it later on.2
• If during an economic downturn you maintain a strong advertising presence while your competitor cuts his budget, you will automatically increase your “Share of Mind.”3
• Advertising through both boom and down times sustains the necessary brand recognition.4
• Maintaining a company’s advertising during an economic downturn will give the image of corporate stability within a chaotic business environment, and give the advertiser the chance to dominate the advertising media.5
• Economic downturns reward the aggressive advertiser and penalize the timid one.6
• During an economic downturn, a strong advertising/marketing effort enables a firm to solidify its customer base, take business away from less aggressive competitors, and position itself for future growth during the recovery.7
• When times are good, you should advertise; when times are bad, you must advertise.8
• Advertising in an economic downturn should be regarded not as a drain on profits, but as a contributor to profits.9

1How Advertising in Recession Periods Affect Sales, American Business Media

2Ibid

3San Diego Executive Magazine

4Making A Recession Work For You, American Business Media

5Ibid

6The Strategic Planning Institute

7Coopers & Lybrand

8Making A Recession Work For You, American Business Media

9Harvard Business Review

By Fred Kopp – IDEAMAKER

Hiring a Social Media Agency? Read this First!

Here’s some great advice!  I recently read and am sharing this timely article by Nichole Kelly of the Social Media Examiner that discusses 7 signs that a social media “expert” doesn’t know what they’re talking about. 

News Flash: Not everyone who says they understand or have used social media actually knows what they are talking about.

I know, that’s not much of a news flash for many of us. We’ve been watching as this tremendous growth of social media has created a mass-market of companies selling huge lines of BS to brands who honestly don’t know the right questions to ask. They are like really smooth men with pick up lines that are so brilliant you don’t even see them coming. They know if a company is looking for help with social media, it is likely because they don’t understand it themselves. Therefore, if they talk in buzz words and “fake it ‘till they make it” the company will never realize they are clueless.

This is so prolific you can’t really point a finger in one direction. I’ve seen it with agencies, I’ve seen it within corporations, and I’ve seen it amongst “consultants.”  And honestly, it isn’t that these are bad people per se, they are simply trying to capitalize on a market that is booming and trying to learn as fast as they can. That’s just capitalism taking its natural course. However, it can be really unfair for companies who are placing a tremendous amount of confidence in these providers to not at least have a clear understand of their real capabilities.  Therefore, this post will provide a list of “red flag” pick up lines I’m seeing a lot.

Social Media Red Flag Pick Up Lines

Social media is a great strategy for every company. If you don’t have a social media strategy you will be left behind.

Social media isn’t the “right” answer for every company. There are several factors to consider before diving into a social media strategy. Do you have the resources to support a social media strategy for the long-term? Are there natural places within your current marketing strategy where social media can be integrated? Are there conversations happening about your industry already?

You must have a presence on Facebook and Twitter and YouTube and…

There is no magic list of social media channels that applies to every company and industry. Facebook, Twitter and YouTube are not the end all be all of social media and for many companies they are the “wrong” places to be. The big question here is whether or not your audience is actually “participating” in a social media channel. If they are which ones are they using? The reality is that for many industries Facebook and Twitter are not the right channels, but represent a drain on resources that could be better allocated to social media sites where their audience actually participates.

We will manage your entire social media presence for you…it’s effortless for you

There are definitely companies that will do this for you, but it raises a huge red flag. Social media isn’t about pushing out a bunch of marketing messages, it’s about engaging in conversation.  Who would you allow to have a direct conversation with your customers and prospects? What kind of training is involved before you let someone pick up the phone for the first time? Allowing a social media provider to manage all of your social media channels without active engagement and commitment from your team to support them can be disastrous.

We developed a strategy for Company X that led to over a bazillion fans

Anytime a provider uses the number of fans or followers or views as a gauge for the success of a campaign, I throw up a little in my mouth.  Were the fans and followers relevant to the company? Did the people who viewed your video do anything as a result? Did any of these people do anything that actually contributed to the financial goals of the company?

We have an experienced social media team

Unfortunately, this is more often than not a bold faced lie. There aren’t enough people who have successfully created, implemented and measured a social media strategy for a business to work for all of these providers who are making these claims. I’ve seen this range from people who have no “real” experience in social media to a team of fresh out of college “interns” being managed by one person who has a little bit of experience. Make sure to ask exactly who will be working on your account and how much experience “each one” has in social media. Also, make sure to ask what companies they have developed and implemented social media strategies for. You will likely have some junior people in the mix, but you should have at least one who has been in the space long enough to know their elbow from their “rhymes with smash hole.”

Social media is special. Your current marketing strategies won’t work, that’s why you need us.

Social media is another tool in your marketing tool kit. It isn’t any more special that email marketing or paid search advertising. Each one of these requires and understanding of what you want to accomplish and a clear understanding of how it can help you reach your business objectives. Social media isn’t any different. In many cases, social media will compliment your current marketing strategies with a little twist.

Social media is the only marketing strategy you need.

Social media is not a silver bullet. It will not fix problems within your current marketing strategy and quite frankly it is more likely shine a big red light on them. It is also not the “only” marketing strategy a company should use. Good marketing is a combination of smart strategy and well-thought out tactics that are executed within marketing channels where their prospects and customers play. Putting all of your eggs in the social media basket is extremely risky.

If you don’t know a lot about social media and need some help, that’s okay. But make sure you prepare yourself so you hire a solid provider who can contribute to your goals. There are some really solid providers out there if you look hard enough. The best tip I can give you is to ask for specific examples and references. Then actually check them. Otherwise, there are plenty of people who have some great ocean front property in Arizona they’d like to sell you.

By Fred Kopp - IDEAMAKER

Ideamakers signs up a new client… BSR Customs.

My company, Ideamakers, signed up a new client… BSR Customs.

BSR Customs is a startup company that builds bar stool racers. BSR will custom-build these fun vehicles for companies such as restaurants or branded products to use for their marketing purposes. They can also be a fun part of events such as monster truck shows and even for private use.

The Ideamakers Interns at Bryant & Stratton College will be designing logos, business materials, collateral, website mockups, presentations templates and more as part of this project.

By Fred Kopp – IDEAMAKER

Ideamakers signs a new client… “Frozen Phoenix”

My company, Ideamakers, just signed up a new client… Frozen Phoenix.

Frozen Phoenix is a startup company that will provide supply chain consulting expertise targeting the pharmaceutical and shipping industries, where strict control disciplines are required.  Frozen Phoenix will also be providing technology solutions.

The Ideamakers Interns at Bryant & Stratton College will be working on developing creative branding and logo ideas, business materials, website mockups and more as part of this project.

By Fred Kopp – IDEAMAKER

Ideamakers signs a new client… “Front Line to Front Office”

My company, Ideamakers, just signed up another new client… Front Line to Front Office.

Front Line to Front Office is a startup company developing ways to help veterans become successful entrepreneurs. The company is founded by Antenehe Demissie, who is a Marine Corps veteran. Antenehe’s goals is to provide help to other veterans who have the dreams of starting their own businesses. His vision is to provide business plan development, advice, coaching, networking, assistance getting funding, etc.

As part of this project, the Ideamakers Interns at Bryant & Stratton College will be working on developing creative branding and logo ideas, collateral designs, business materials, website mockups, PowerPoint designs, designs for instruction manuals and more.

By Fred Kopp - IDEAMAKER

Soft Drink Ad Campaign Presentation for Marketing Class

I’ll be making a presentation next Monday for a marketing class at Monroe Community College.  The topic is the development a powerful multi-million dollar ad campaign for Wegmans WPOP soft drink and snack product lines. This was one of the many campaigns I oversaw when I planned and managed Wegmans’ advertising.

My presentation covers the following…

Opportunities:  Wegmans Food Markets continuously developed new, profitable private label product lines, some being unique.

Challenges:  Competitors claimed to have similar products.  Customers had negative perceptions based on lower quality product previously offered.  It was necessary to compete with national brands.

Solutions:  I assembled teams of creative experts to devise very clever advertising tactics to best communicate and introduce these products.  I directed many different activities to develop a brand identity for each new product, beginning at package design.  I directed ad agency to devise unique approaches that drove customer awareness, coordinating their activities with in-house creative teams.  Powerful ad campaigns were developed to introduce and maintain brand identity.  A wide array of coordinated media types were utilized effectively and efficiently – some in some very creative fashions.

Results:  Acceptance was very positive, resulting in many new product successes and driving unprecedented growth and profits.  In the case of the success of Wegmans WPOP soft drinks, other product lines were developed and launched!

Fred Kopp – IDEAMAKER

How to Build a Business Without Employees

It’s possible for a “solopreneur” to run a full-sized business without even hiring a staff.  I found this interesting article by Sleeptracker founder Lee Loree on Bloomberg Businessweek posted on  Today’s Tip Contributor on February 22, 2011.

What to Outsource as a Solopreneur

For most businesses, the two largest slices of the budget pie are people costs (salaries, benefits, and so forth) and office space. The only way to eliminate these costs is to go it alone as a solopreneur, which can be daunting. By outsourcing everything that typically requires an in-house workforce, you can bring down overhead and create the freedom to work on your own schedule—enhancing quality of life and business.

Without in-house employees to manage, no one calls in sick or needs a cubicle. When your outsourced agency or freelancer isn’t getting the job done, you can hire a new one. Paying hourly or on a monthly retainer lets projects be fulfilled by teams of experts, instead of by a skeleton crew of full-time employees the same money would buy.

As a solopreneur, here are five departments you’ll need to fill:

1. Promotions. Media relations, advertising, and design should work together to communicate your product or service. Outsourcing these to public relations and design firms gets you experts in the field without having to pay them to work full-time in your office.

2. Web management. Designing, updating, and managing your website keeps lead generation and in some cases, direct sales on track. Unless you have a professional background in Web development, don’t try to do this yourself. Having an out-of-date or malfunctioning Web site is the quickest way to turn potential customers and investors away.

3. Consulting. Having experts in logistics, for example—or other areas specific to your company—saves money, time, and headaches.

4. Warehousing. Holding inventory and fulfilling orders requires a facility filled with staff, but that doesn’t mean your business has to own one. For a monthly fee, distribution centers will hold, ship, print, and sort for you.

5. Accounting. Bookkeeping is detailed, time-consuming work that cannot be ignored or taken lightly. Accounting firms are equipped with the latest software and tools, which streamlines your business accounting.

On a personal level, not having full-time employees also gives you the freedom and flexibility to type e-mails in your pajamas, spend time with your family, and play golf on Friday afternoons, if you feel like it.

Lee Loree
Founder
Sleeptracker
Atlanta

By Fred Kopp – IDEAMAKER

Caring Stones Jewelry – IDEAMAKERS’ Newest Client

My company, IDEAMAKERS, began working on a brand identity project for our newest small business client – Caring Stones - who creates handmade custom  jewelry made with authentic Kazuri beads from Kenya, Africa.

Caring Stones features jewelry handmade by Janet Tanner, an artist and entrepreneur from the Finger Lakes Region, using authenic African Kazuri beads.  “Kazuri” is the Swahili word for “small and beautiful,” a fitting name for the multitude of exquisite beads handmade by Kenyan women.  Each bead is made by hand and no two are the same.  As a result, no two pieces of jewelry are the same. 

The Caring Stones creative branding and marketing project will involve the Ideamakers Interns, who will be contributing their graphic design talents to build their portfolios.  This is a program I developed working with Bryant & Stratton College. The Future Entrepreneurial Ideamakers Internship Program will help students possessing the necessary skills for specific projects opportunities to gain real-world experience on projects and build better portfolios and resumes. Entrepreneurial organizations such as Caring Stones will be provided with high quality, yet less expensive ways to launch and grow their businesses by more effectively informing customers of their offerings.

Fred Kopp – IDEAMAKER

A new resource to help innovative organizations tell their stories… a partnership with Bryant & Stratton College

Pittsford, New York, February 1, 2011

Entrepreneurial IDEAMAKERS^TM was founded late last year as a resource of helping innovate, entrepreneurial companies tell their stories. IDEAMAKERS’ purpose is to provide organizations with high quality, common sense and affordable advertising, marketing and creative branding services to build strong awareness for their products and services. 

It is that spirit that IDEAMAKERS Fred Kopp and Dick Petitte conceived a partnership with Bryant & Stratton College. The two organizations are working together on a program in which IDEAMAKERS’ services can include college-level students directed by seasoned experts – working in concert with Bryant & Stratton’s academic programs.

The Future Entrepreneurial Ideamakers Internship Program will help students possessing the necessary skills for specific projects opportunities to gain real-world experience and build better portfolios and resumes. Entrepreneurial organizations will be provided with high quality, yet less expensive ways to launch and grow their businesses by more effectively informing customers of their offerings.

“The Future Entrepreneurial Ideamakers Program is a new component to Bryant & Stratton College’s existing internship program.  This new element will help students possessing the necessary skills for specific projects opportunities to gain real-world experience and build better portfolios and resumes.  We look forward to the additional exposure this will provide our students” commented Kelly Henry, Career Services Director at Bryant & Stratton College.

“IDEAMAKERS will have the chance to tap an array of fresh talent in a non-traditional way to best benefit our clients, which can be one more way to contribute to the vitality of the Rochester community and region as a whole.” said IDEAMAKERS’ founder, Fred Kopp.

About Entrepreneurial IDEAMAKERS^TM…We help innovative organizations tell their stories!  IDEAMAKERS provides advertising, marketing communication and creative expertise and services and focuses on helping entrepreneurial organizations in the Rochester, NY and western NYS region. IDEAMAKERS was founded by Fred Kopp, whose rich career history includes Wegmans Food Markets in an executive capacity where he spearheaded the development of their powerful customer communication initiatives. After Wegmans, Fred and others embarked on entrepreneurial adventures focused on developing better ways for organizations to plan, work and communicate. In creating IDEAMAKERS, Fred assembled a highly experienced and diversely talented team and network of resources. IDEAMAKERS’ clients will benefit from a new awareness of their products and services to help them grow and prosper.  For more information, please visit IDEAMAKERS’ website at www.theIDEAMAKERS.com or email inquiries to info@theIDEAMAKERS.com .

Fred Kopp – IDEAMAKER