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Stevens & Tate

Have you noticed more predominantly consumer advertisers touting their ability to solve complex business problems? And, at the same time, business-to-business advertisers playing up their work for consumer products?

Both, I surmise, believe that their ads can rub off (in a very positive way) on their mainstream products, whether they be turbines or mobile phones.

Consumer marketers are seeking credibility in a commoditized world. AT&T might be best known for consumer phone service, but it also likes to demonstrate how it can use its technology to track business equipment. One of its commercials shows a bunch of semi-trailer with prefabricated homes and supplies moving in a caravan down a country highway.

The voice-over announcer explains that the chain of trucks is part of Genco Services in McAllen, Texas. “In here, heavy-rental equipment in the middle of nowhere is always headed somewhere.” A computer screen shows a truck’s ID number, time of arrival and location. A guy in the field pulls out his cellphone and pushes a button — and up comes a map with trucks arriving at the home office at that same time and location. “AT&T created a mobile-asset solution to protect and track everything. So every piece of equipment knows where it is and how it’s doing and where it goes next,” the announcer says.

Another campaign, for GE, shows how the company’s industrial prowess brings other companies’ consumer products to life. A TV spot features a guy who helps make turbines at its Schenectady, N.Y., plant and borrows consumer-ad techniques such as storytelling to show the worker up close and personal. “When I was a kid, I wanted to work with my hands,” the worker tells us. “That was my thing. I really enjoy building turbines. It’s nice to know that what you’re building is going to do something for the world.”

Read More at AdAge

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Stevens & Tate

LOMBARD, ILL., October 28, 2011 –  Stevens & Tate Marketing, a full-service advertising agency offering award-winning marketing strategies, has published a white paper titled “The Power of People: Social Media for 2011 and Beyond.”  This white paper addresses several aspects of the new social media mix including: social environment, consumer behavior, benefits of being social, social involvement ladder, valuable ways to use social media, and how to measure results.

According to Dan Gartlan, Stevens & Tate president, the social media white paper is the latest educational tool the company has employed to assist marketers by providing them with valuable insights. He believes that every executive looking to move their business forward—not just marketing professionals can benefit from learning more about this rapidly growing and changing media vehicle.

“Companies are still struggling to understand how to monetize social media,” he said. “The key is to treat social marketing like any other corporate initiative—establish a business and messaging strategy that elevates the brand and execute on it.” Read the rest of this entry »

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Stevens & Tate

Why Estimate a Return?

You use the return and the ROI to compare the efficiency of marketing campaigns; for an in-house team, you can use these numbers to negotiate budgets with your management; for agencies, you can use estimated numbers to land prospective clients and to retain current clients. The numbers are used in conjunction with social and web metrics to analyze and optimize current and future campaigns.

Last but not the least, a primary reason for using the return and the ROI is social media financial accountability. As social media initiatives become mainstream, executives are holding them to the same accountability as other business initiatives, demanding financial returns and ROI on social media investments. Read the rest of this entry »

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Stevens & Tate

Older consumers have money, and they”re spending more of it online. E-retailers are adapting to this growing boomer demographic.

Gearheads may account for many of the buyers of electronics and computer components at Newegg.com, but they”re not the only consumer group the e-retailer is focused on. Newegg has observed the percentage of consumers on its site who are 55 and older grow from 16% in 2008 to 18% last year, and it”s making changes to accommodate the greyheads as well as the gearheads.

That includes featuring less techie and more mainstream products on its home page, changing the way it describes products and offering more assurances of the e-retailer”s reliability, an important concern for older consumers. Read the rest of this entry »

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Dan Gartlan

More and more research is showing that more and more video is being consumed online. Not only that, but people are watching videos in their entirety, not just watching 30-seconds in and surfing away to other things. This is very encouraging news for marketers looking for an excuse to finally work video into their marketing efforts. Below is an excerpt from a recent article from iMedia Connection, sharing findings from Brightcove, a streaming video service provider.

From iMediaConnection:
In a first for any of the verticals explored in the report, and broadcasters experienced over 50 per cent in completion rates last quarter, with more videos being watched in their entirety across the board. Brands in particular witnessed a massive 98 per cent jump in engagement this quarter, securing viewings of 2:03 minutes on average, compared with 1:03 minutes during the previous quarter.

What the findings strongly suggest is an overall improvement in how brands are using online video, and an enhancement in the quality of content. Not only are consumers increasingly receptive to video content, but brands are readily experimenting in how to successfully connect with a target audience.

The research reveals a drastic increase in titles uploaded for newspapers, with quarter over quarter growth reaching 147 per cent and 1.2 million titles uploaded. The huge rise, for a second consecutive quarter, suggests that newspapers themselves are using video to transform their “brand”. We”re witnessing a transformation from newspapers into news broadcasters as they fully embrace video production and licensing to offer multimedia news coverage to audiences, recognizing its value in keeping audiences onsite for longer. Read the rest of this article here.

Check out our latest video, on the new media mix, it”s on our homepage and can also be found on Vimeo.com. Let us know what you think.

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Schools around the country are beginning to adopt the iPad. New York City public schools ordered more than 2,000 iPads, and some 200 Chicago public schools applied for grants to purchase them. Schools in California and Virginia have completely swapped traditional textbooks in certain classes for iPads.

Roslyn High School, on New York’s Long Island, launched a pilot program late last month that gave iPads to the students in two humanities classes. The iPads will be used instead of textbooks, and the students will use the tablets at home and in class.

The district paid $56,250 to buy the 75 iPads, as well as cases and styluses. That dollar figure’s certainly enough to raise some taxpayers’ eyebrows, but the district claims the initial cost of going paperless will eventually save money.

There are many ways educators can incorporate tech into schools, and the iPad, though likely more expensive than the standard PCs used in one-to-one computing projects, could certainly prove to be an investment. Physically, the iPad would be more ideal for students to carry in backpacks, weighing just 1.5 lb, and could easily lie flat on a school desk (for a better view of the teacher). And the iPad offers a new level of interactivity that would be a boon to lessons.

What do you think of schools’ adoption of the iPad? Will the investment be worth the cost?

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Your consumers want to be heard and any business owner should know how important it is to communicate with his/her customers. They want to voice their opinions, questions and complaints.

Engaging customers is easier than ever in today’s world of mobile technology. People are using their mobile devices to do a lot of things; and one of the things that they want to do is stay in touch with businesses that matter to them. Businesses today needed to make it possible for their customers to communicate with them through their mobile devices.

There are some basic things that your customers want. One of the things is that they want to be informed. Engaging customers is about a long-term strategy, not a single campaign. People want to feel empowered, being able to access the best product offerings and pricing. When they feel that you, the corporation, communicate honestly and provide real value to them, they will be more loyal to you. However, if they feel that you are just trying to make a sale or meet a quota, they will easily brush you off and move to another business that cares.

You can not develop a relationship with consumers in a short period of time. As the business owner, it’s up to you to keep the lines of communication open. Some customers may appear interested and then forget about you. Other customers will visit your website or store one time, even purchase something and then disappear. It is a priority for companies not only to keep customers satisfied but also to ensure that they remain loyal and keep coming back.

More and more people are using their mobile devices to communicate with others. People carry their mobile devices with them wherever they go and they like to be able to stay in touch most of the time. This convenience and satisfaction is what people are looking for. In fact, one study explained that people aren’t even using email as much, as they are texting more often and using their mobile devices to stay in touch with others. Consumers want the on-the-go communication and the more you, as a business, can engage your customers through this means, the more effective and productive your company will be.

More often than naught, the mobile channel almost seems to be an afterthought, rather than the first means of engaging customers. Oftentimes, it will lose its effectiveness because it’s tacked onto the end of other business channels.

Your customers are waiting. They want to know they are heard and can communicate with you regularly. It may mean some changes for you and your company, but more satisfied customers means greater growth for your corporation. If you are interested in starting a mobile marketing program or social media program to communicate with your consumers, let us help you put together a plan that will work and create results.

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