Announcing the debut of a new client project… Finger Lakes Region Porsche Club of America

My company, IDEAMAKERS, is pleased to announce the debut of our newest client project. We developed a new brand identity and website for the Finger Lakes Region Porsche Club of America… where “It’s not just the cars, it’s the people”.

Our goal was to create a fun, exciting website that put viewers behind the wheel of a Porsche to drive new interest to increase membership. 

I developed the initial concept and my colleague, John Brown, designed the logo and other graphics in addition to building the website. 

You can view the Finger Lakes Region Porsche Club website at http://flk.pca.org   And, if you live in the Finger Lakes Region and own a Porsche (or know someone who does) – consider joining.

By Fred Kopp – IDEAMAKER

Posted in Advertising, Creative, Online & Social Media | Tagged , , , , , , , | Leave a comment

The Value of Advertising During an Economic Downturn

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.

It’s been proven over and over that 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.

The above statement is an excerpt from the article The Value of Advertising During an Economic Downturn” from American Business Media.

By Fred Kopp – IDEAMAKER

Posted in Advertising, Entrepreneurism, Marcom Philosophies, Media, Planning | Tagged | 2 Comments

Protecting Market Position

Maintaining or increasing advertising budget levels during economic downturns may be necessary in terms of protecting market position vis-à-vis forward looking competitors.

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.

The above statement is an excerpt from the article The Value of Advertising During an Economic Downturn” from American Business Media.

By Fred Kopp – IDEAMAKER

Posted in Entrepreneurism, Marcom Philosophies, Planning | Leave a comment

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

Posted in Creative, Entrepreneurism | Leave a comment

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

The Value of Advertising During an Economic Downturn

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

Posted in Entrepreneurism, Marcom Philosophies, Planning | Leave a comment

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

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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

Posted in Creative, Entrepreneurism, Student Programs | Tagged , , , , , , , , , | Leave a comment