The best brands tell stories. Stories that their clients and customers relate to, find compelling, elicit emotion and most importantly – motivate. The content that is created and shared on Instagram can solidify a brand’s identity and relationship with their audience. But, sharing the correct content is always key. (more…)
Find Your Why: How? Start By Asking Questions
Just about everyone works for something “bigger” than themselves from a literal standpoint—a corporation, for example; but how about “bigger” in a sense of significance? Finding and implementing a reason for doing—what we call a “why”— can have a tremendous impact on clients and employees.
Our “why” – Make it mean something.
It sounds simple, and in some aspects it is; but when a company implements a carefully crafted mantra into every aspect of its labor, the result is a staff that’s collectively hip to the same inspiration—an invaluable trait, not to mention a weapon competitors fear as much as they envy.
Discovering your “why” isn’t as easy as it first may seem. Shooting from the hip may result in an off-strategy approach, confusion among employees, and even criticism—external or otherwise. Here are three questions that can help you begin to pin down your “why.”
- What do you do?
This one’s easy. What line of work are you in?
- How do you do it?
Specifically, how do you operate? What steps do you take to ensure your company’s providing a positive work culture while meeting financial goals? If workplace culture isn’t currently a priority, head on over to our blog on how culture extends beyond the workplace.
- Why do you do what you do?
Okay—this one can be tough to answer. Try thinking back to when you first broke into the industry. What drew you to your industry? If you’re in a different industry than when you were 22, what made you change? Spend a little bit of time on this one.
It’s also worth thinking about who benefits from your company’s work and how you’d like to be perceived by that group. Image is paramount to successfully marketing a brand. Step back and ask yourself if your desired image aligns with how others perceive you.
Want to find your why? Got some thoughts rolling? Jot them down below for a free consultation.
WIN A FREE WHY BOOK
Plus, if you fill out the form below, you’ll be entered to win a copy of Simon Sinek’s book Start with Why: How Great Leaders Inspire Everyone to Take Action.
Find Your Why: How company culture goes beyond the workplace
When we think about work culture and environment, we allude to a spectrum of physical spaces ranging from fluorescent-lit cubicle containers to spacey, renovated warehouses with concrete floors and ill-placed lamps. But office aesthetics are but a crumb of the entire company culture cake.
Most of us spend the majority of our lives at the office. Sometimes we seem to forget that. There, we succeed gloriously and fail miserably—bask in contentment and writhe in resentment. Whether we love or loathe our jobs, workplace culture plays a major role.
In fact, the best employers in the U.S. say their greatest tool is culture. The attached article from Fortune notes three major trends.
First, because the “best employer” surveyors have used the same methodology and judging criteria for twenty some odd years, they determined that the best workplaces are getting even better—which sounds super arbitrary, but bear with me. The average amount of training for managers and professionals has increased 80% from 1998. Additionally, data from the surveyors’ Trust Index (which is exactly what it sounds like) indicates that the “happiest employees” are happier and more loyal than ever.
Second, business leaders use culture as a competitive tool in order to mutually benefit the company and its employees. So happier employees make a company more lucrative? Who woulda thunk it? It certainly makes sense. If an employee feels that he or she is under appreciated, merely spinning wheels, or worse, both—he or she may produce work of lower quality.
Third, the best workplaces have leaders who listen to their employees and implement distinctive programs that are relevant to the modern business world. Certain programs alone can instill a sense of culture. Whether it’s an intricate workshop or a simple office ritual like, oh, I don’t know, having a beer or two together at the end of each week. That’s what we do here at G/L, and let me tell you, I’m feeling the culture.
Sometimes it’s as simple as sharing an understanding of the basis of work done in the office. Why do you do what you do? What’s the purpose of your work? These questions are often overlooked in the corporate world. Routine slays passion, and without passion, brands become stale.
We’ve quoted Simon Sinek countless times: “People don’t buy what you do, they buy why you do it.” Want to hear more about how we maintain our workplace culture? Give us a call—or better yet, stop by Friday around 4pm. We’ll tell you all about it.
WIN A FREE WHY BOOK
Regardless, if you fill out the form below, you’ll be entered to win a copy of Simon Sinek’s book Start with Why: How Great Leaders Inspire Everyone to Take Action.
Programmatic Buying: How Media Is Changing
There’s a buzzword flying around the advertising industry these days, one that has a value of nearly $15 billion in 2015. No, I’m not talking about #Kimye (not even close). I’m talking about #programmatic.
Heard of it? Yes.
Know what it means? Yes…I think…maybe…kind of? No…not really.
…Don’t worry, you’re not alone.
Programmatic media buying is the hot new gossip in advertising. It’s new, it’s shiny, it’s mysterious and naturally, like with most gossip, everybody wants a piece of it. But does everybody understand what it is or why they want it? Not exactly.
Well fear not, my friends, for I am about to bring you into the inner circle, define what programmatic buying is, and explain why it is projected to account for over 25% of digital advertising revenue in 2015.
But let’s look away from the dollar signs for a minute, because programmatic media buying goes far beyond the colossal projected revenues associated with it. Programmatic represents the industry’s gradual adoption of a completely new way of buying digital media that could revolutionize and alter the way media across all mediums is targeted and purchased.
What is it?
Programmatic, by definition, is the data-driven, automated process of buying digital advertising. Gone are the days of exchanging phone calls and emails and IO’s with sales teams, now replaced by…well…acronyms.
Specifically: PMP, DSP and RTB. Also known as the driving forces behind programmatic ad buying.
If you love tech speak as much as me (note: sarcasm), then you’ll love these definitions even more:
Private Marketplace (PMP) is a marketplace where specific, premium publishers make their inventory available to a select group of buyers. Unlike the traditional site-direct buy, PMP’s offer buyers access to these inventories via ad exchanges called DSP’s.
Demand-Side Platform (DMP) is the software platform by which buyers purchase digital media within a PMP. DSP’s make the ad-buying process more efficient by allowing buyers to access 1st and 3rd party data that ensures them that the impressions purchased are delivered on the right sites, to the right audience and at the right time. Allowing this access to buyers eliminates the need for any humans to be involved in the buying process—no extra costs, no negotiation, no back and forth. Instead, ads are purchased via RTB.
Real-time Bidding (RTB) is the entirely transparent, auction-style method for buying and selling ad impressions in real time, like the stock market. A general assumption throughout the industry is: RTB=auction=low quality/remnant ad stock. However, with the rise of programmatic, a growing number of publishers are making their premium inventory available through PMP’s.
So, how does a buyer get their hands on this premium stock? We refer to age-old adage: it’s all about who you know.
How are we using it?
Here at G/L, we are “getting with the programmatic.” One thing we prioritize as an agency is the importance of implementing business practices that not only benefit and drive our work forward, but those that do the same for our clients’ brands. True, the programmatic waters are still a little murky, so we knew we needed to seek out a partner to help us navigate. One whose expertise in developing strategic programmatic buys would help us produce successful, optimized digital campaigns and see that our clients achieve their desired ROI. Enter Goodway Group.
Working with Goodway Group, we are able to cultivate digital media buys based on specific target audience parameters versus the traditional site-direct buy. Thus, for example, rather than assuming a clients’ regional customers are solely surfing regional sites (that often have a higher monthly premium restricting the overall reach and frequency of a campaign), we’re able to utilize rich data that tells us exactly where the people we want to target are, in real time, and serve them the message within milliseconds. In turn, programmatic also offers us the ability to access immediate reporting data to track campaign success and pause or augment the campaign based on ad performance. Insights like these effectively inform the campaign, our targeting and our creative.
In joining forces with Goodway, we are able to be a dynamic player in the ever-evolving world of digital media by adopting programmatic as a way to produce better, more strategic digital campaigns that provide our clients with the greatest impact and highest ROI. Removing humans from the process of ad buying allows us as an agency, along with Goodway Group, to make our primary focus optimizing clients’ campaigns and ensuring they are on strategy.
Where is it going?
According to eMarketer, programmatic is the fastest growing area of online advertising. By 2017, it is predicted that programmatic media sales will account for 83% of all U.S. digital display ad spending. The trend is catching, however, and is predicted to represent 4% of U.S. TV budgets in 2015, increasing to 17% by 2019. We think it’s going to cause a pretty big shift in the industry, and we’re excited to be on board!
Want to learn more about how we’re working with Goodway Group in the developing digital landscape? Download your own copy of our webinar presentation, A Strategic Approach to Digital Media!
G/L is Hiring! – Associate Creative Director
Geile/Leon is growing! We’re looking for creative individuals who want to build brand-driven strategic marketing solutions that mean something to those we’re trying to reach. Folks who want to work hard and have a lot of fun along the way. If that sounds like something you think you could be a part of, read on:
G/L is looking for an Associate Creative Director with strong writing experience to assist our creative director with every aspect of the creative process, as well as management of the department. We’re looking for someone who’s comfortable leading and supervising our awesome creative team.
We’d also consider a seasoned writer who has ACD potential. If you’re not sure whether or not you should apply, our advice is DO IT!
The ideal candidate is a proficient copywriter with a strong track record of developing strong creative campaign concepts. They’re someone who can inspire our team and clients. Someone who’s able to develop ideas and creative work that’s compelling, memorable and strategic.
Responsibilities and Requirements:
- Providing concepts for projects/campaigns to meet approved marketing communications objectives and strategies.
- Working closely with account services as a liaison to the creative department, helping the creative department sell their best ideas to account executives and the client.
- Managing the creative/production department’s day-to-day operations.
- Attending creative input meetings in the creative director’s absence or at the creative director’s request.
- Selling creative internally or to clients at the creative director or account executive’s request.
- Making recommendations to the creative director for creative positions and freelance services.
- Has working knowledge of all software programs needed to fulfill approved creative concepts.
- Must have at least four years of agency experience.
Bottom line: If you want an opportunity to lead and grow with some awesome (and modest) creative minds in a mid-sized agency environment, this is one heck of a position.
To apply, send a resume and portfolio to Anne-Marie Vaughan at [email protected]
How to write a blog that someone will actually read
It’s common knowledge that the blogging craze has spread like Bieber Fever across the world wide web. You can find blogs on literally every subject known to mankind. You can even find blogs on writing blogs -this particular post, for instance. But what is the secret to getting people, your target audience in particular, to read and engage with your blog? Well G/L, a St. Louis ad agency, is about to bring your blog up to speed.
Step 1: Know Your Audience
Understanding the audience you’re blogging to will exponentially help your tone, content selection and style. You want to blog about information that is new and interesting to them. If you’re blogging about your passion for TV hit, M.A.S.H., your audience may be slightly older and male skewed, so include phrasing and content that is relevant to them.