Trending from G/L: Ads in Colombia Sell Peace

The Blog

Randy Micheletti
VP, Director of Brand Strategy

Trending from G/L: Ads in Colombia Sell Peace

So let’s face it. When you think of advertising, you usually think of highly egotistical, Mad Men-style executives, or a bunch of overconfident hipsters sitting around their offices thinking of ways to push products on people. And yes, some of that is true. But in Colombia, advertising’s being used to save a country and its people.

It’s the power of changing minds that’s being used to try and put an end to a 50+ year war that’s killed hundreds of thousands of people and displaced millions of others. Yes, advertising is being used to help stop a revolutionary army hell-bent on overthrowing the government.

“This gives us the ohance to apply our skills to something that is fundamentally important to us, to our kids, to our country. We created campaigns and TV commercials that were all build to convince guerillas to surrender and, as important, to help the Colombian people accept them back,” Jose Miguel Sokoloff, Co-Chairman and Chief Creative Officers at MullenLowe SSP3 said in a statement.

Here are several campaign videos that show the amazing work that Sokoloff and his team are doing – and talk about results that truly count:

  • Over eight years, 18,000 guerilla fighters have put down their weapons and came home.

  • Negotiations between the fighters and Colombian government have started

  • The overall energy and spirit in Colombia is back again. Per Sokoloff, “If you had been there 10 years ago and you go today, you would say, this is a completely different planet.”

This quote really sums it up nicely:

“You have to find a truth in what you’re saying,” Sokoloff says. “And when you get there, when you find something, that’s something that you can actually hold onto and you can actually communicate, that’s the salvation.”

Pretty cool, right? Let us know if you have anything awesome you’d share with our team!

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Trending from G/L: We are All Going To Die

The Blog

Dave Geile
Creative Director Managing Partner

Trending from G/L: We are All Going To Die

If trending products like this one continue to be invented, we are all going to die of muscle atrophy. I present to you the Honda U3-X Personal Mobility device. Personally I would feel ridiculous riding around on this thing. But if someone doesn’t put their foot down (pun intended) and take a stand, this kind of lazy contraptions will become the norm – and life as we know it will be extinguished.

https://www.youtube.com/watch?v=t8IoQoprBXk

Don’t get me wrong – I’m all for technology and I admire this technology a great deal. I suppose I’m more upset in how it is presented and how it’s major contribution to mankind is demonstrated. In this new product video, we see perfectly healthy, capable people mounting their personal mobility device to get together to go over some office information. They wave at each other as they pass in the hall or admire and discuss art in a gallery. Huh?! The video even touts the benefit of being hands free so you can carry stuff! Here’s a news flash: walking allows for the same benefit!!!

More info on the device:

Honda’s U3-X was cleverly developed by pursuing the concept of “harmony with people” and with its size and weight, it will clearly mix comfortably with pedestrian traffic, though Honda will be conducting extensive testing in a real-world environment to verify and refine the practicality of the device.

The design of the U3-X places the rider on the eye level zone of other pedestrians so that it as friendly and non-threatening to fellow footpath users as possible, while also making it easier for the rider to reach the ground from the footrest without stretching.

Like the Segway and Hands Free Transporter, the U3-X’s speed is adjusted by shifting body weight, though the U3-X adds a whole new dimension in that it doesn’t just go backwards and forwards – it goes sideways, thanks to an ingenious omni-directional wheel system which Honda has dubbed its “HOT Drive System” which is short for Honda Omni Traction Drive System.

Foot reconstruction, knee replacement, hip surgery…now ya got me. But the inability to get off your health butt and move across the room is not what Honda should be broadcasting. If this trending item is our future destiny, we are all going to look like the Wal-Mart people shopping from a mobile cart. Not because of their inability to walk, but because of their crushing weight!

Sorry to be so upset about this…I need to go sit down. I just wish I could go get a cup of coffee while doing so.

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Healthcare Marketing Blogs

The Blog

Dan Diveley
VP of Business Development

Healthcare Marketing Blogs

At G/L, we’ve worked on a variety of healthcare marketing projects. Through our years of experience and research, we’ve become something of an expert on the subject, so we’ve compiled all of our relevant insights of the healthcare market in one convenient location. Just click on the headline to view the blog.

Be Disruptive In Everything You Do – Especially Your Healthcare Marketing

When your company brings something unique to the table, it can disrupt the status quo of an entire market. Discover how one of our clients, Metro Imaging, managed to do just that by offering a little extra transparency.

How Effective Healthcare Marketing Can Limit Patient Outmigration

It happens time and time again in the healthcare industry: patients are leaving local hospitals behind for what they (mis)perceive as greener pastures. We take a deeper look into why patients are migrating from their local hospitals and hone in on how hospitals can limit patient outmigration with the right message.

Marketing Accountable Care Organizations – A New Approach

As Accountable Care Organizations trend more towards the mainstream, patients now have a choice for more affordable healthcare solutions. But with a shift in organizational structure comes the need to re-optimize your marketing. If you’ve recently become an ACO or are considering making the jump, we offer you our insights for a clean transition.

Real Price Transparency in Healthcare – I’ve seen it! 

With high-deductible medical insurance on the rise and patient satisfaction falling due to unaddressed price concerns, there’s never been a better time to offer your patients transparency. We examine how much patients value price transparency in healthcare (hint: it’s a lot) and show you how offering true transparency can make your brand stand out.

7 Key Components to Developing a Strategic Healthcare Marketing Plan

Planning ahead for next year? You should be! Here are a few key components you should focus on to maximize your marketing efforts in 2017.

Consumer Engagement: Think Your Marketing is Tough? Try Selling Heart Attacks.

Anyone can make a burger and fries look appetizing or sell you a new sports car. But marketing heart attacks? That’s a whole different animal. Our very own Dave Geile gives his insight on how healthcare marketers can produce viable messaging, even with such serious subject matter.

Creating Effective Healthcare Messaging

Getting the right message out at the right time for the right audience is key for your brand’s success. But how does that translate to healthcare marketing? We take a closer look at what patients are looking for in healthcare and translate their needs into more effective messaging. 

Increasing Patient Volume Requires Thinking Like a Patient

You know the old phrase: “You can’t truly understand someone until you’ve walked a mile in their shoes.” Well, that’s true in healthcare marketing too. We explore what it means to think like a patient and translate that insight into optimized messaging.

Programmatic Buying: How Media Is Changing

The media landscape is ever changing. Are you keeping up? It’s okay; we’ll fill you in.

Healthcare Marketing Includes Understanding the Cares of Patients 

Tired of marketing that just keeps missing the mark? We break it down for you right here, with our own research and insights into healthcare marketing trends and unique solutions. Grab a snack and get comfortable. It’s a longer read, but well worth your time.

Inbound Marketing

Your Digital Budget: How Much Interactive Do I Need? – A G/L Executive Brief

Move over, traditional advertising! The digital world is expanding at an incredible rate, so how much should you spend on marketing in it? We have you covered.

Integrate Inbound Marketing into your next Website and Social Media campaign 

Inbound marketing helps keep the conversation going between you and your target audience, engaging them in a way that traditional advertising just can’t. It’s relatively inexpensive and any company can do it­—we’re doing it right now! Check out how inbound can work for your company’s website and social communications.

A Step-by-Step Guide to implementing an Inbound Marketing Program

So you’re thinking about implementing a little inbound, eh? Lucky for you, we have an easy, step-by-step guide on creating an effective inbound campaign. What are you waiting for? Let’s get the ball rolling!

Target Audience

Example Personas to Improve Messaging

Marketers deal in general target audiences all the time, but sometimes it helps drive the message home if we can put a name and face to that audience. That’s where personas come in. We humanize our target audience by showing them as real people with real dreams and aspirations. See for yourself how your messaging can improve with your own personas in mind!

Why Target Audiences Don’t Work

Your target audience is more than data and research; they’re real people. To get messages that resonate, you have to see them as more than a bunch of numbers.

5 Tips to Remember When Marketing to Moms

We love moms. Our moms, your mom, any moms. They’re all great in their own way! And they’re huge decision makers in their homes, according to our research. So here are 5 tips on how to show them some love in your marketing efforts.

Key Elements to Creating Personas

Personas help make your target audience feel a bit more personal than charts, graphs, and raw data. We feel that creating personas for our target audiences is an integral part of our creative process, and we give you the rundown on how you can incorporate them into your marketing efforts as well.

The Importance Of Personas in Shaping Targeted Messaging

You know what sucks? Getting treated like a number. You know what rocks? When advertisers see you for who you really are! Try using personas to create messaging that hits home with your target audience as a person, not a dataset. [snark: It’s so important to us, we wrote four whole blogs on it!]

Internal Branding/Communications

Minimize Medicare Penalties with Internal Communications

Show of hands: who likes paying Medicare sanctions? Anyone? Yeah, that’s what we thought. So what if we told you that your hospital could reduce their risk of having to pay Medicare sanctions with the brand messaging, both internally and externally? Read on and save!

6 Steps to Building a Brand from the Inside Out

Putting your brand on display for the entire world to see is great, but it means nothing if you ignore one vital ingredient: your people. As we discuss here, a great brand is backed by people who truly believe in the brand they represent on a daily basis. Make it a full team effort!

Healthcare Case Studies

Hannibal Regional Healthcare System – “Guiding You to Better”

We talk a big game about our expertise in healthcare marketing. Fortunately, we have the results to back it up. Check out the work we’ve done with Hannibal Regional Hospital. 

Metro Imaging – The Clear Choice 

Our client, Metro Imaging, has a few innovations up their sleeves that could disrupt the healthcare market, and they wanted us to help show them off. We were happy to oblige.

Have any questions? Contact me (Dan) at [email protected] or fill out the form below.

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Trending from G/L: New TV Tracking Opens New Doors for Brands

The Blog

Mary Sawyer
Vice President of Public Relations

Trending from G/L: New TV Tracking Opens New Doors for Brands

You should know when your brand’s paid advertising is supposed to run on TV. But it has been somewhat difficult to thoroughly monitor unpaid news or other programming brand coverage on TV through true TV tracking.

That situation appears to be changing, though, thanks to new media platforms and monitoring capabilities – just think about the benefits of being able to search for your brand’s appearance or mention on TV anytime.

According to a recent story in AdWeek, iQMedia has technology that can provide those capabilities. Marketers can now track every time their brands are mentioned and when their logos are shown. And they can monitor their competitor’s coverage.

The iQMedia platform includes spoken-word and logo recognition technology, and provides demographics, geographic and other statistics that a brand can use with its own internal metrics. The data is available within a couple of hours of its appearance on TV. Brands can also access six years of historical TV tracking and programming.

iQ Media’s platform includes spoken-word detection technology and, in what the company said is an industry first, logo recognition technology to identify when a brand is seen or heard on TV. It also provides demographic, geographic and time-of-day stats, and lets marketers correlate the raw data with their own internal metrics.

“Our systems are designed to be able to listen and hear for the content, and to be able to distinguish whether it’s in paid or earned,” said John Derham, iQ Media’s chief technology officer. “We get depth and breadth of content and resources in an unprecedented time frame.”

Domino’s Pizza, Energizer, the NHL, Red Bull and Sonic Drive-In will all be using the new platform, which makes data available to clients within a couple of hours of its appearance on TV. (Nielsen and comScore’s brand-mention services take 30 days.) Marketers can enter keywords, brand names or logos for the platform to track, much like a Google alert, and use the data to measure the ROI of theirs or their competitors’ major media investments.

These types of TV tracking tools give media planning and PR professionals’ insights that help to make better marketing decisions. The more that we know about who, what when, why and how people are brands; the better we are able to counsel our clients.

As measurement of success becomes more important to our clients, we’re putting data at the heart of everything we do. If you’d like to learn more about our approach, contact us using the form below:

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Trending from G/L: Thanks Canada for telling us we’re great!

The Blog

Mary Sawyer
Vice President of Public Relations

Trending from G/L: Thanks Canada for telling us we’re great!

A couple of weeks ago, Ken Bone, a debate audience member, emerged as an unlikely hero to Americans weary of political negativity. Someone referred to Mr. Bone as a “human version of a hug.” With a week to go until Election Day now, we keep looking for positive moments to keep us sane.

Now, our neighbors to the North in Canada are sending us virtual “hugs” and positive affirmations via a social media campaign called “Tell America It’s Great,” complete with a hashtag, a Twitter account and a series of YouTube videos.

Seems America could use some cheering up right about now. As their closest friends and neighbours, we thought we should take a minute to help remind them that no matter how bad things might seem at the moment, there are lots of reasons why we think they’re still pretty great.To paraphrase the Stuart Smalley character from Saturday Night Live, the campaign tells we Americans that, “We’re Good Enough, We’re Smart Enough, and Doggone It, People Like Us.”

Designed by workers at a Toronto creative agency to make positive statements as a response to the depressing American political setting, the campaign is not selling anything. Its motivation is to be remind us that the world sees us as great.

The Canada campaign comes at a time when most Americans are desperately looking forward to the end of the election cycle with all of the sniping and accusations. We do need to take a breath and think about our national parks, our contributions to music and the countless other American innovations and characteristics that are admired by people throughout the world.

Many Americans are showing their appreciation to this campaign through a reciprocating “TellCanadaThankYou” campaign.

It is nice to receive a group hug from our kind Canadian neighbors. Maybe their goodwill and civility will inspire us to feel better about ourselves, as well as acting nicer to one another. Eh?

Have you seen any politically-focused messaging that stood out for its lack of, um, toxicity? Please share it with us using the form below.

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Trending from G/L: The Vegetable Orchestra is cooler than a cucumber

The Blog

Geile/Leon Marketing Communications

Trending from G/L: The Vegetable Orchestra is cooler than a cucumber

The Vegetable Orchestra based in Vienna, Austria performs with instruments made from fresh, local vegetables.

Worldwide one of a kind, the Vegetable Orchestra performs on instruments made of fresh vegetables. The utilization of various ever refined vegetable instruments creates a musically and aesthetically unique sound universe.

The Vegetable Orchestra was founded in 1998. Based in Vienna, the Vegetable Orchestra plays concerts in all over the world.

There are no musical boundaries for the Vegetable Orchestra. The most diverse music styles fuse here – contemporary music, beat-oriented House tracks, experimental Electronic, Free Jazz, Noise, Dub, Clicks’n’Cuts – the musical scope of the ensemble expands consistently, and recently developed vegetable instruments and their inherent sounds often determine the direction.

Founded in 1998, this innovative group creates a “musically and aesthetically unique sound universe” for their audience. Their concerts truly appeal to all of your senses.

The Vegetable Orchestra prepares for each performance by first shopping at local markets for vegetables to create their instruments with.

Some of these perishable instruments are “ready-made” — like two peppers rubbed together for a squeaking sound. Others require cutting, drilling and assembly to make something similar to traditional instruments — like a carrot flute or a leek violin.

Since their instruments are brand new before each performance, a long sound check is necessary after the creations are complete.

These vegetable instruments achieve sounds traditional instruments cannot — each concert has a completely different and unique sound. The group draws from a number of diverse music styles and influences to create their unusual melodies.

After the concert, the lucky audience members even get to enjoy a homemade soup created from the vegetable instrument left overs.

It is so cool to see such a fresh idea. It just goes to show that you can create something great out of anything — even a carrot.

Be sure to check out this video for a closer look at The Vegetable Orchestra:

Or listen to one of their super unique performances:

Pretty cool, right? Let us know if you have anything awesome you’d share with our team!

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The Trouble with Design Templates

The Blog

Ben Schwab
Art Director

The Trouble with Design Templates

Say you need a one-time solution that cuts down time and cost from production of your print and design pieces. That’s what standardized design templates are for, right? They’re easy to use and promise to alleviate the headache of managing external communication with an agency on a regular basis for every minute project. But sometimes, it’s possible the benefits are offset by some unexpected drawbacks.

Benefits of a Design Templates System

The number one supportive reasoning behind the desire for a template-based system is cost savings. The list below breaks down why, in theory, the use of a template could lead to this desired effect.

  1. Time – Now that a look and layout have been established, your internal art department should be able to easily plug-in copy and photography for production of quick-turn print and digital projects.
  2. Consistency – The use of a template clearly defines guidelines and graphic elements to carry across all artwork, leading to a consistent tone and feel for all of your projects.
  3. Internal – Provides you with the comfort of dealing with your own employees face to face. With proper use of the template, your own art department can handle all projects internally. 

Drawbacks to a Template Design System

Clearly, there are great benefits to using design templates. However, in practice there is a list of drawbacks you should prepare yourself for, including but not limited to:

  1. Time – Having an internal production department handle creation of ads based on a template can take just as much time, if not more, as having the agency handle production of artwork. Since the agency is more familiar with the design, the turn-around on artwork may actually be more cost effective by leaving it in their hands.
  2. Compromised Design – Sacrifice of unique and eye-catching design can occasionally result from simplifying templates to be easier for internal production artists to replicate accurately and quickly.
  3. Longevity – Often changing opinions and direction can force a template to be scrapped after only a short time of use.

There’s no doubt the use of templates can prove beneficial. We have created them successfully for a multitude of clients and continue to do so. But whether the benefits outweigh the possible pitfalls is ultimately up to you and should be carefully considered. If you find yourself in a bind, feel free to lean on us. We’re your resource and are more than willing to help see your project through to completion.

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Trending At G/L: Size Matters Not – Creating Gaming’s Largest Universe with a Tiny Team

The Blog

Geile/Leon Marketing Communications

Trending At G/L: Size Matters Not – Creating Gaming’s Largest Universe with a Tiny Team

Imagine a gaming universe with 18,466,744,073,709,551,616 planets (for those of you who don’t want to count commas, that’s over 18 quintillion, or 18 billion billions). Fathoming such a number is insane. Now picture what must’ve created it. A Big Bang? God? A long-extinct alien civilization?

What if I told you it was a team of just 13 developers?

Mind blown, right? It seems impossible, but it’s the reality behind Hello Games’ new hit video game, No Man’s Sky.

The key ingredient to No Man’s Sky’s expansive universe of quintillions of unique, full-sized planets is a developing trick known as procedural generation. Without parsing the coding mechanics of it, procedural generation in a game like No Man’s Sky generates playspace on the fly, following a pre-programmed gaming algorithm, rather than relying on handcrafted worlds carefully sculpted by artists.

No two planets are alike, and many come with their own native species, which are also procedurally generated. So far, gamers have discovered well over 10 million species.

In the first 24 hours since No Man’s Sky became available, creator Sean Murray has been reporting amazing data that indicate his passion project has been very popular.

After reaching 1 million discoveries in the first hour, the game’s servers continued to hold strong despite being pushed to their limits, resulting in over 10 million discovered species a few hours later.

It’s an impressive universe, created on a shoestring budget (with a relatively small 6GB install size to boot) by a relative handful of incredibly dedicated and resourceful developers. And yet, even if gamers were to discover one new planet per second, it will take 500 billion years to discover each one.

*sigh*

Well… better get started.

If you’re looking to dig deeper into the concept behind No Man’s Sky, take a look at TIME’s recent interview with creator Sean Murray.

Have any initial thoughts? Shoot us a note anytime and we’ll be happy to nerd out:

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Geile/Leon Marketing Communications Wins New Business and Awards

The Blog

Mary Sawyer
Vice President of Public Relations

Geile/Leon Marketing Communications Wins New Business and Awards

The year 2016 has been busy for Geile/Leon Marketing Communications so far as we proudly work with our great long-term clients and welcome a pair of terrific new clients – LCN, an industry leader in door control and Upper Iowa University, a private institution of higher education.

LCN Products, of Carmel, Ind., is an international brand of door closers and hardware that specializes in safety and security challenges. For LCN, G/L is providing strategic planning, marketing, branding and new product introduction services.

For Upper Iowa University, located in Fayette, Iowa, G/L is developing a strategic positioning and branding program that will be the basis for the institution’s future marketing and communications.

“We’ve thoroughly enjoyed working with our newest clients primarily because they’re great organizations to work with,” said Tim Leon, President and Lead Strategist at Geile/Leon Marketing Communications. “It’s our goal that every new client we bring on is the beginning of a long, productive partnership that will make both organizations stronger now and long into the future.”

And, while we don’t work for awards, it has been gratifying this year to be recognized for our efforts.

For instance, we are very pleased to have been named in the Small Business Monthly’s annual reader survey as one of the best businesses in the area. Readers named us as one of the Top 5 Marketing Firms in St. Louis.

The St. Louis Business Journal lists St. Louis advertising, marketing and public relations firms by number of employees. We’re in the Top 30 this year… not the biggest of the firms, but we’re proud of the capabilities we have to offer. Our clients know that we have most of the capabilities of much larger firms, but provide them unparalleled service, creativity and attention.

Have any questions about what we’re working on? Shoot us a note anytime:

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Behind the Scenes: Product Videos for Major Retailers (with Lincoln Electric)

The Blog

Dan Diveley
VP of Business Development

Behind the Scenes: Product Videos for Major Retailers (with Lincoln Electric)

Product videos on retailer sites lead to greater sales. I’m guessing that’s why retailers like Home Depot®, Lowe’s®, Northern® Tool and others are encouraging their suppliers to provide video and other assets. We recently had the opportunity to jump in the retail video phenomenon for our client, Lincoln Electric, a major manufacturer of welding products and related accessories.

We work with Lincoln Electric’s WTCA division, the retail side of the business. We produced several product videos, 360° videos and more than 150 still photographs which will be posted on a variety of retailer sites, big box stores, farm/ranch dealers, etc.

While my agency has produced many videos and TV spots throughout our 27 years, this was our first where the director and videographer weren’t able to directly watch the shot without eye protection.

I got a chuckle out of seeing our team in welding helmets as they directed the shots.

Lincoln Electric

Our client sells through a variety of retail outlets but not all carry the same helmets, clothing and equipment. So while shooting the videos, we had to keep track of the clothes and other items used by the talent so each video contained only the products sold by each retailer.

Welding is one of those specializations where a true welder would be quick to catch any discrepancies regarding technique, skill level or applications that a novice welder like me would not notice. So we sourced a professional welder who now teaches high schoolers the skills of the trade. Our clients at Lincoln Electric were so impressed with him and his knowledge that they donated helmets and gloves to the school as a way to help his students. Thank you Lincoln Electric!

 

lincoln electric

Alongside the product videos, we produced 25 360° videos that allow customers a view of the entire product. It’s amazing what requirements retailers have for these. Some are actual videos and others are up to 27 still shots stitched together. To accomplish these, our videographer, Steve Parisi from Frame Four Studios, built a turntable strong enough to hold the equipment, some which weigh hundreds of pounds.

PortaTorch – Lincoln Electric

To view more examples in this series, visit Retail Product Videos.

This was an amazing project for a great client that appreciates quality work. If you are needing videos to support your retail or distribution sales, please give me a call – Dan Diveley, 314-727-5850 or email me at [email protected] or fill out the form below.

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