Once the wall of assumption has been successfully scaled and you see more clearly than you can flex your risk muscle. Everyone has a “risk muscle”–you keep it in shape by trying new things. If you don’t, it atrophies and you’re no longer able to take chances. In today’s world (especially in today’s challenging economy) it is important to be comfortable in taking calculated risks. It usually feels easier to take the safe route but it is often not the best course of action. Whether you are on the creative or on the account side, your goal is the same: to please the client by selling their product or service successfully. Our clients are looking to us for our expertise, our ideas and our fresh ways of thinking, it’s what we bring to the party and, when it comes down to it, what they pay us for. Yes, sometimes we will fail, but if we are not failing every now and again, it’s a sign that you’re not doing anything very innovative. Ask yourself what the fool would say about your idea and then challenge yourself by asking how you can exercise your risk muscle.

by Roger Everhart, Associate Creative Director, reverhart@merricktowle.com

Which is greener? Sending an e-mail or direct mail? An e-brochure or a printed one? The answers to those questions are not simple ones. Let’s take the example of an e-brochure versus a printed hard copy.  In order to distribute the e-brochure, it either needs to be featured on a web site where it can be viewed or downloaded, or distributed on a disc or USB drive. One of the issues with viewing or distributing it electronically is that doing so takes energy, and the majority of electricity in the United States comes from non-renewable resources, primarily from coal. Another problem, from a sustainability point-of-view, is that the electronics in use in this country are generally not made from renewable resources (at least not yet), their creation is energy intensive, and many are not recycled properly at the end of their lifetimes. Currently in the US, only about 18% of electronics are recycled at the end of their useful lives.

So then a printed brochure is better, right? Not exactly. Yes, most brochures are printed on paper, which usually comes from trees or plants. Trees are a renewable resource when the forests they come from are properly managed. Those forests also act as carbon sinks. But in the process of making paper, an enormous amount of energy is consumed (though about 60% of that energy is generated from biomass). Then comes the fun part, printing.  Inks, varnish, UV, laminate, wax, foil, staples or glues are added to the paper. Depending on how much is added to the sheet, it may or may not be recyclable.  If it is recycled, and about 57.4% of it is in the US, the process will still have some byproduct, lovingly referred to as sludge. Sludge is the waste that cannot be recycled, i.e. inks, coatings, or paper fibers that have been too weakened to be recycled further. Since it is essentially a chemical stew, it’s not exactly the kind of stuff you want to grow your vegetables in.

Of course, the analysis for both kinds of media could go on and on. Neither digital nor print media are flawless as they currently exist, and it is pretty difficult right now to compare apples to apples. However, as consumers are demanding further accountability, more and more businesses are starting to consider Life Cycle Analysis (LCA) that will make comparing different products easier. LCA’s consider the inputs that go into making a product, the way the product is used, the transportation of the product throughout its life, and how the products are treated at the end of their lives. Of course, they are rather costly and complex to perform. Imagine how much effort would go into tracking a USB drive made in China for an apartment community in California that is given to a prospect, or a log in Wisconsin that ended up in a business card for an executive in Dulles that was recycled five years later by a contact in New York. Until more LCA’s are available for a wider variety of products, it is important to think about how to use resources wisely, and to be honest about how the various inputs into a job can make it greener, if not necessarily perfect.  As more accountability is demanded of stakeholders in supply chains, it is only a matter time before products and services in all media channels become better and greener.

By Christine Smerker, Production Specialist csmerker@merricktowle.com

According to Forrester Research, social media marketing is projected to grow at an annual rate of 34% in 2010, faster than any other form of online marketing. A recent eMarketer study found that the Fortune 500 companies that are not using social media dropped dramatically – from 43% to 9% last year.

However, many marketers, especially at smaller companies or larger, more conservative establishments, are still wrestling with how exactly to use social media to help them meet their marketing goals. To make things even more confusing, although 75% of Fortune 1000 companies have implemented an online social media program for marketing or CRM purposes, at least 50% of those campaigns will fail to produce the results expected, according to Adam Sarner, an analyst with market research firm Gartner.

As marketers start seeing weak or non-existent results, they will either give up on this tactic entirely because it “doesn’t work” or they will start looking for partners to help them navigate through this channel if they haven’t been completely turned off.

If marketers decide to engage a partner, but don’t really understand what social media marketing can and cannot do for them, they can easily fall prey to agencies who claim to be fully Web 2.0 literate, but actually have no idea what the latest trends are, how develop a social media strategy, or how to measure and track results from it. Given that social media and the Web 2.0 landscape is constantly changing, it is essential full-service advertising agencies are either staffed with experts who understand how to integrate social media strategies into clients’ marketing communications plans or who have partners that do. Smart marketing communications vendors will also have developed mechanisms for measuring results from these types of campaigns.

Social media marketing, done correctly, can provide important metrics, such as numbers of new users, unique visits, page views and time spent on the site as well as providing marketing research opportunities such as opinion polling. It can also be used for direct marketing. For example, LinkedIn recently launched “Faceted Search” a new feature that makes it easier for marketers to reach out and engage specific market segments. Twitter’s microblogging service is developing a feature that will link individuals to various brand websites allowing them to contribute to the discussion. Social media features that work to support marketing efforts are constantly evolving.

Marketers searching for social media marketing partners need to choose wisely. I’m sorry to report that there are ad agency sharks who will take advantage of advertising and marketing managers who believe they need to invest in social media marketing because “everyone else is doing it”, but who really don’t understand its role as part of an integrated marketing communications strategy. Marketers who get taken in by these shark types are likely to get less than optimal results.

In addition, marketers sometimes make the mistake of expecting the agency partner to provide all of the content for their social media outlets, or they assign a low-level person at the company to do this. The best content will come from brand stakeholders at the company who know and understand the brand attributes and the principals of creating a strong level of engagement between potential customers and the brand.

The most effective way to employ a marketing communications partner is to have them create the social media marketing strategy based on marketing goals, business challenges and target audiences. Advertising agency partners are best utilized as trusted advisers who work closely with a company’s internal social media manager to provide strategic direction, analyse results and help optimize the programs.

It should also be noted that social media marketing may not work for every brand and target audience. Social media strategies that work well to engage and motivate one group, may be totally ineffective for another. The best marketing approach is always going to be the one that will be most likely to generate the results desired by the marketer. Tactics should be developed based on the marketer’s goals and take into consideration budget, target audience, geotarget, timing etc.

To remain relevant, marketing and advertising agencies need to make an effort to learn and understand when and how to use new media tools effectively and when not to pitch social media as part of an integrated marketing communications plan. They also need to be ready and willing to educate clients and prospective clients on best practices for the medium.

Merrick Towle Communications’ Web 2.0 Marketing team and I have been giving quite a few presentations on Social Media Marketing lately. We have been getting excellent feedback. The need and the interest is definitely out there. If you are a marketer who is interested in learning more about social media and other Web 2.0 marketing strategies, contact me at 301-974-6030 or go to: http://www.merricktowle.com/contact.asp for more information.

By Laureen Peck, Director of New Business Development lpeck@merricktowle.com

There was the time when I was eight or nine, vacationing at our extended family’s lakefront cottage in New Hampshire, when I unexpectedly stepped into a hole while playing in water up to my neck, lost my balance, choked on a mouthful of water, and flailing about, became unable to keep myself afloat. My father, in his customary way, was sitting in a chair on the beach reading a book, seemingly oblivious to the buzz of family activity all around him. But he sensed the danger immediately and dove headlong into the lake, fully clothed, and pulled me to safety. Despite the obvious personal benefit I received from this act, I rank it a distant second.

Laird Towle was in his late forties the day he had that talk with me, only a year or two older than I am now. He had enjoyed a distinguished 25+ year career as a physicist, working first in private industry, then for the government. In his most recent assignments, however, he was being asked to work on projects that conflicted with his moral compass. The resulting duress became such that, even with only a couple more years to work before earning a pension, he walked away.

Genealogy had been Laird’s hobby for many years. While studying our family’s lineage back to Scotland and England, he identified a need within the field and took the opportunity to start a specialized book publishing company. While he and my mother had been running this business part-time out of our home for a few years, now they were “betting the farm” on turning it into a successful enterprise.

I moved out of the house within the year. The business grew, slowly. My parents were able to make ends meet. As sales grew, my older sister joined the family business and, after a few years, I started working there as well, first part-time, then full. In the end, I gave five years of service before turning onto a new path that has led me to where I am today. My father sold the business a few years ago, but not before he had built it into one of the nation’s leading publishers within its field; having successfully transformed the business from its original direct mail-based sales model of the 1970’s and 80’s into a largely web-based model of the 2000’s.

Courage. Conviction. Perseverance. Sacrifice.

These are all lessons that have unfolded in various ways over the decades of my life. I can tie each to that fateful father-son talk. Courage to turn away from safety, security, and comfort; to pursue something that is right, not just convenient. Conviction to believe in oneself and one’s principles, not based on brash exuberance or conceit, but on prudent investigation and introspection. Perseverance in the face of adversity; remaining balanced in the face of turmoil and uncertainty; maintaining optimism no matter how great the challenges, and making the decisions and taking the actions necessary to bring about the sought outcome. Sacrifice of short-term reward and benefit in favor of a greater good, a whole life better lived. These are some of the lessons I’ve learned from my father; lessons that make each day something far more than just another day at the office; lessons that inform my world view, impact what I value, and significantly influence the reward I find in life.

By Glenn Towle, Partner & COO gtowle@merricktowle.com

The V at CityVista: Best Print Ad Campaign, Lease-Up
The V at CityVista: Best Brochure, Lease-Up
909 at Capitol Yards: Best Public Website, Lease-Up
The Monterey: Best Internet Ads
Allegro: Best Outreach Marketing
Jericho: Best Direct Mail, Lease-Up
Park Place: Best Single Property Campaign, Lease-Up (Honorable Mention, 2nd place)
The Monterey: Best Outreach Marketing (Honorable Mention)
The Monterey: Best Brochure, Lease-Up (Honorable Mention)
Allegro: Brochure, Lease-Up (Honorable Mention)
Merrick Towle Communications: Best Associate Member Outreach Marketing (Honorable Mention)

We at MTC have always been about results and not awards, but it sure feels nice to win a few along the way.

US: Our people always ask three critical questions. “Why?” Our agency is filled with curious smart planners, strategists, creatives and engagement pros who ask this essential question every step of the way; why are we doing this marketing stuff, anyway? “How?” We have a solid, proven strategic process that guides us in our journey to develop great forward-thinking programs for our clients’ brands. “What?” We are adept at developing compelling, innovative and integrated online and offline solutions that connect and engage our clients with the consumer for the long term.

YOU: You are a savvy seasoned advertising professional who possesses these key (and required) ingredients:
• 5-7 years account management experience in an advertising or digital marketing agency; complimentary client side experience will be considered
• Strong project management skills with proficiency in MS Office and strong familiarity with Web 2.0
• An intuitive penchant for strategy
• Keen eye for great creative and a great sense of style
• Upbeat and engaging personality and people skills – and persuasive presentation skills
• Prior experience in high-end real estate, retail, educational institutions or hospitality a major +plus

If our shop sounds like a place where you would flourish, let our HR Director know by writing a very strong cover letter (salary requirements must be included) accompanied by a killer resume. Reply to dcowling@merricktowle.com. No phone calls or 3rd party recruiters.

As an agency that specialized in real estate, we were highly effective at developing media solutions that met our clients’ needs. As with most niche categories, the industry dictated the media – in our case, primarily traditional real estate search publications and Internet Listing Sites (ILSs). The media plan just kind of wrote itself. However, with the current state of the economy and implosion of the real estate industry, it’s no longer “business as usual.” A complex purchase decision has become even more difficult, and the process has grown, longer and less linear. These changes in our target consumer’s mindset and behavior, as well as the agency’s pursuit of new business categories like education, energy and health care, have required us to re-evaluate not just our marketing process as an agency, but also the way we approach media planning and buying.

Once focused primarily on tactics and execution, we have shifted our perspective to concentrate on strategy. The evolution in how we approach our clients’ business led us to rethink how we view ourselves as a department, and “media” just didn’t seem to fully capture the depth and breadth of the role we play, not just in the agency but in the overall advertising process. We build relationships between consumers and brands. It’s about connecting, interacting and influencing. Simply, it’s about engagement, and the new Merrick Towle Engagement Department is fluent in all forms – from traditional awareness vehicles that ignite the conversation to digital and social platforms. We create an experience for the consumer and allow them to engage in dialogue with the brand, leading to the creation of brand advocates and ultimately, increased sales for our clients. We develop plans that are designed not only to deliver on the client’s goals, but also to provide value to the consumer when and where it will have the most impact. We don’t buy ads – we build relationships.

By Donna Hodge, Director of Engagement dhodge@merricktowle.com

Michael Hammerstrom, a Portland, OR native, loves seafood and is terrified of ugly birds.  As a child he aspired to be an architect, but has grown up to be quite a good AE.

Click here for the Gazette.net article.

Michael Hammerstrom

As was stated in the August 3^rd post:

“I couldn’t ever imagine selecting the ‘generoCITY‘ program over two months free rent unless the dollar values made the spending program a winner by a large margin. If it is designed as an even value proposition, which it likely is, I don’t understand the usefulness. It seems purely like a marketing gimic to stand out – not that there is anything wrong with that.”

So is it a value proposition or a gimmick to stand out?

The strategy for this type of program comes from CMO Jamie Gorski. She believes that there are two ways to provide discounts to the consumer.

You can go straight for the “money off” approach of TWO MONTHS RENT FREE! This certainly grabs the attention of the target. But it discounts the value of the brand. (And certainly doesn’t stand out in an economy where everyone is offering money off…)

or

You can showcase a brand’s “added value features” and then discount them for the user.

• For V Apartments the generoCITY campaign highlighted all the great retail in the area and then gave a coupon to them. This gives added value to the consumer, highlights amenities of the project and doesn’t discount the value of the brand.
• MTC did the same thing for Ms. Gorski in Chicago a few years ago by highlighting all the hotel-services at a property and giving them to residents at a discount.

At the end of the day most people choose discounted rent. But at least they’ve been drawn in by the products added-value and not the premise of a de-valued product.

Click to see the full CityVista case study

Currently, Essex Property Trust uses social media for our lease-ups and to promote our company as a whole. Our primary venues of social media are Facebook and Twitter. Our goal is to engage with a wider community in which we can attract a variety of people who are interested in learning more about our apartment communities, the neighborhoods that we are in, the company and its culture.

The Essex Property Trust Fan Page on Facebook and Twitter feed are intended to be multi-faceted outlets to promote our company, brand, properties, E-Team and vendors as well as tools for engaging with our current residents, future customers and future employees. In addition, Essex Property Trust creates individual property Facebook Fan Pages for properties like Studio 40-41 and The Grand, and Twitter accounts like Studio 40-41 and The Grand, to maintain a local focus.

What may surprise people in the multifamily business is that we do not consider social media to be a source of advertising in which you gain immediate rentals from. Our studies show that social media is 95% effective in resident communication and retention, and 5% effective in attracting new leases. Social media is primarily a way to engage directly with our current customers and build brand loyalty. It allows us to get more information out there about who we are and what we have to offer.

We realize that we are no longer in the business of selling just our communities – we are selling our neighborhoods as well. That is what connects with people and brings them to our communities. Therefore, we promote local businesses like pet boutiques, neighborhood events and city events. We also include recommendations like favorite restaurants that are nearby, farmers markets or an event like a music fest or Art & Wine Festival. To generate a more personal tone, we include apartment decorating ideas, apartment living tips and various news articles that are relative to our business and our company.

Social media is not one-way communication. Our “fans” on Facebook and Twitter followers can post reviews, ask questions, create discussions, learn about specials or give recommendations. We can address concerns that people may post in a public arena instead of a blog or apartmentratings.com. The opportunities for reciprocal engagement are limitless. For these reasons, we encourage all prospects who tour a community to join our Facebook Fan Page or our Twitter feed, as well as the residents who are already living at our community.

Finally, it is important to note that you do have a responsibility to continually market your presence via social media; otherwise, it will go nowhere fast. It must be executed properly and embraced as a communication tool and not a playground, for the lack of a better term. Each voice represents the company and should not be taken lightly. It needs to be continually managed. Unresponsive communication or lack of updating the content on a regular basis will only serve as a failure. This should not be a throw it, get it up and forget about it kind of function. Once you launch it you need to be actively involved while maintaining a balance with the critically important items of your business.

To see photos of Darcey’s trip to MTC, visit our Facebook Page

by our fabulous client, Darcey Forbes from Essex Property Trust, dforbes@essexpropertytrust.com