Category Archives: Marketing

Aside

If you’re part of the working crowd, you know Starbucks. You might even say you need Starbucks, depending on the time of day. And besides the fact that we’re in a Dunkin’ Donuts town, we can all acknowledge that Starbucks … Continue reading

The Best Brands Using Vine // Lowe’s


When you’re thinking of  great commercials you’ve seen or clever marketing pieces, you might not come up with the name Lowe’s. This doesn’t say much for its marketing besides the fact that little of it sticks out to a consumer who isn’t already interested in Lowe’s (read: is not an adult male over the age of 40). So one might wonder how they would do with a younger-minded social media tool like Vine.  And the answer? BRILLIANTLY.

They’ve taken an opportunity to shove a product in someone’s face and turned it around to be a friendly tools-and-tips giver.

First, they tooled around for the 4th of July. Got some playing out of the way:

And then came the good stuff. Dig through the tweets with the hashtag #LowesFixinSix and you’ll find awesome tips, from how to unscrew a stripped screw, how to keep your paintbrush bristles from bending while drying, to suggestions that make decorating easier.

The best part? People are digging it. The tips are actually helpful and people want their friends to know – the perfect situation for huge success in a viral campaign. Can’t wait to see what Lowe’s comes up with next.

The Best Brands Using Vine


With the release of Vine earlier this year, the whole landscape of posting something online changed. No longer were we chained to the constricting option of one particular moment in time, we could get it all. Or, almost all of it. 6 second videos had just enough time to capture the feeling of an event, or the hilarious mistake and the laughter afterwards.

But then a great thing happened: brands began to see it as an easy advertising opportunity. Skip the 30-second commercial, Vine is where the people are and Vine is free. They’ve really taken advantage of the opportunity to tell a quick story, very often pitching their product in a way that isn’t “pitchy” at all.

Dunkin’ Donuts. In an ironic twist, there was a lot of buzz surrounding Dunkin’ Donuts for their being the first to use the free app to create a commercial to air on television during Monday Night Football’s pregame show on ESPN. Vine is valuable tool for brands to create an overlap between television and social media campaigns, and Dunkin’ Donuts did a great job keeping people interested and engaged.

Samsung. With Samsung’s place as a hefty competitor in the tablet race, it’s no surprise they chose to spotlight their variety of mobile devices in one of their best Vines. A basketball player runs through three different phones or tablets before slam dunking on a fourth.

Another Vine brings ants to the scene of a picnic. A flat strawberry on  smartphone comes to life and the ants carry it away. Samsung definitely has fun with the app, so a viewer barely notices they’ve been slapped with advertising for the last 6 seconds. Because it’s barely a slap.

Oreo. We know Oreo is on top of their social media. And we’ve seen Oreos dunked in every possible way, so it’s fun to see how that cleverness translates to six seconds of stop-motion.

Etsy. The online crafty-creative community is the perfect company to experiment with stop-motion, and they did just that. Though none of them had experience with stop-motion beforehand, they went into each Vine prep with an open mind and a willingness to be flexible with the materials. A favorite:

Coming up, two pros of the Vine world: Lowe’s and Target.

A Pop-Up Book Made to Sell a Phone?


Who’d have thought, a few years ago, that a pop-up book would be the highlight of a commercial for an elegant, new mobile phone? Certainly not us. It’s a strange, hilariously wonderful juxtaposition of the new and the old, the kitschy-handmade and the chic-sleek.

The video for Samsung’s GALAXY Note 3:

Datagrams: IBM and the U.S. Open


Instagram has long been the home of perfectly arranged pre-brunch foodie pics and selfies galore. But now. Nowwww the big guns are in the game. Companies are working their magic to use Instagram to snatch the attention of the hashtagging filter-happy population away from photos of their friends’ puppies and babies.

Enter: IBM. Working with Ogilvy & Mather and production company Buck, they took real-time data from the U.S. Open and translated it into short, animated Instagram videos, calling them “datagrams.” They’re fun, engaging, colorful, and capture the attention of a wide variety of audience types: males, females, tennis fans, people interested in infographics, etc. etc..

This might be one of the first and best examples of a company utilizing Instagram to entertain, interact, and inform their audience. Looking forward to whatever they do next!

View more on their Instagram account.

Catching Up With Kristin (Pt. 2)


Hmm, where’d we leave off? Oh, right. Creative industry unemployment is looking up, digital, video, and mobile jobs are in demand, and we started delving into the world of acquiring and retaining employees.

So, alright. It seems like opinions about the value of creative departments have been changing a little bit lately. Any thoughts on that?

Creative departments often look for the perfect, all-knowing candidate. A superman of creative skills, if you will. Though their intentions are in the right place, a shift is starting to occur where directors are realizing the professional value of developing the needed skills within their current employees, rather than spending excessive amounts of time seeking candidates that have all the necessary skills. They’re starting to consider the solution of maintaining a steady, solid staff, and supplementing it with more specialty-experienced contractors.

Does that mean the market of employable creatives is shifting towards contract-work?

Yeah! We’re actually finding that the recession has steered a lot of companies and creatives towards more contractual work. Since the economy has begun to recover, a little over half of all new roles have been contract roles. 40% of in-house agency Creative Directors plan to hire freelancers this year as well. Perhaps the best part is that it’s given these directors the opportunity to hire temp-to-perm. 75% of my clients grow their creative department this way.

With a decent percentage of agencies and companies competing for freelancers, what advice would you give them to ensure they’re getting the cream of the crop?

Simply put: compete. Put forth the best, most interesting work and the freelancers you attract will reflect that. Treat your contractors like a full-time member of your team, give them opportunities to develop their skills, and be honest and up front about setting expectations. Also, be open to hiring for aptitude and culture over hard and fast skills. People that are both adaptable to your company culture and capable of learning quickly will be valuable members of your team, even if they don’t fulfill your grocery list of technical skills.

We will be checking in with our lady-in-the-know regularly from now on, so stay tuned!

Talent Spotlight! – Lindsay, Junior Graphic Designer


Lindsay headshotLindsay, the CM Access April 2013 Talent Spotlight, told us she’s been drawn to art and design practically since birth, painting and drawing anything she could get her toddler hands on. I know, we were skeptical too (that’s a long time!), but after checking out her portfolio we recognized her natural knack for design. Lindsay’s graphic design work has an agency look and feel, and we’re told she’s been known to hit the ball out of the park.

A recent graduate of Massachusetts College of Art and Design, Lindsay is an Adobe Creative Suite pro with solid grasp of design concepts. She has strong attention to detail and loves getting her designs just right, which makes Photoshop her favorite tool. She’s adept at crafting logos, packaging, advertisements, identity and  branding. She values patience and knows it’s an attribute just as important as design skills. Before diving into any project, Lindsay takes time to fully understands key brand messaging, client expectations and the audience. She enjoys each step of the creative process, and feels getting to the final product is a great accomplishment, but the research, process, experiences and practice are just as rewarding.

In her last two positions, Lindsay quickly worked her way up to leadership roles. She credits stellar organizational skills and a strong work ethic, and is eager to make positive contributions to each client she works with.

Ready for a go-getter like Lindsay to add major value to your team? Let us know – we’d love for you to meet her so you can see for yourself!

Check out a few of Lindsay’s portfolio samples:

Price-of-Beauty-Portfolio-S

Conference-Poster-Mailing--

HIV-Awareness-Campaign-Port

Like what you see? Dying to check out more? Absolutely need Lindsay on your team? Get in touch with Lindsay’s Career Advocate Ryan today: 800-330-4110

The Freelancing Act


tightropeFreelancing and contract work is gaining momentum in the US workforce, as a recent survey indicates 65 million people will choose to freelance by 2020, a significant increase from the estimated 16 million workers currently freelancing.  Great news for creatives:  According to a recent Forbes article, The Best Freelance Careers, the top 10 best freelance positions include web design, marketing, graphic design, social media, and writing.

Contract employment provides the opportunity to gain experience with a variety of clients and projects, enabling professionals to broaden and develop their skill sets.  These positions typically allow greater flexibility than a traditional 9-5, many offering telecommuting options. Becoming a contract or temporary hire can be a long-term career lifestyle, a great way to gain experience, enhance work/life balance or explore a job before being taken on as a permanent hire.

Feel like freelancing is like working without the “safety net” of a structured permanent position? Remember that you don’t have to go it alone – have a plan, do  your research, and be sure to discuss your options with our Career Advocates here at CM Access who work with creative freelancers and the companies who hire them every day!

Survey Says: Digital is on the Rise!


digital-marketing-trends

How are companies spending marketing dollars in 2013?

Gartner, an international information technology research and advisory company, surveyed over 200 marketers from US-based companies with more than $500 million in annual revenue to understand how they are allocating their budgets and which activities are contributing to their success.

Key Findings:

  • 6%  growth in marketing budgets expected in 2013
  • $25  million dollars are spent on digital marketing for every $1 billion in revenue with a 9% increase in 2013
  • 12.5% of digital marketing budgets are allocated to digital advertising, followed closely by content creation and management
  • Up to 50% of all digital marketing activities are outsourced
  • 40%+  confirm these top three keys to marketing success: digital advertising, social marketing, and corporate website

Which types of digital marketing technology will increase investment in 2013?

Digital Marketing

Image via econsultany.com

What’s that mean for you? Good news:  As digital budgets and efforts rise, so does hiring and demand for digital marketing professionals, so now is a great time to take stock of your expertise to ensure your digital skill set is strong.

Ready for your next digital gig?

Talent Spotlight! – Joan, Interactive Designer


Who is at home with all things digital, leads the web department of a freelance studio and rocks out with bands in Germany, the US and Costa Rica? Joan, the latest professional in the CM Access spotlight.

Joan, Interactive Designer

Joan is passionate about everything digital. He’s experienced helping clients’ discover their online identity, enhancing their presence and coding websites and emails. Joan is currently on assignment with CM Access as an HTML Email Coder at Constant Contact. He loves to put his creative skills to the test, starting projects from scratch, carefully creating branding for his clients. From the logo through the full range of marketing collateral – brochures, business cards, website design, coding and programming, and finally the launch of the website – he enjoys the entire process and utilizing all the talents in his creative tool box.

When Joan isn’t producing winning projects, he’s touring with his band in Europe and visiting his native home of Costa Rica. He’s made a home for himself based in Boston recently, wowing clients across the country with his creative designs. He enjoys dividing his time between design and music, and is grateful for the flexibility that contract work offers.

Joan’s ideal project would integrate WordPress and custom design. Joan believes in providing clients a simple solution for website development: a user-friendly WordPress platform paired with original custom artwork, connected to social media and mobile devices so clients can take control of their website content.

Interested in an interactive whiz like Joan? Give CM Access a call today: 800-330-4110.

Joan’s portfolio samples:

Mango Surf Shop

http://www.mangosurfshop.com: Website development – design & coding.

www.velvetartists.com

http://www.velvetartists.com: Website development – design & coding.

www.nize-agency.com

http://www.nize-agency.com: Website development – design & coding.

www.davestejna.com: Website development - design & coding.

http://www.davestejna.com: Website development – design & coding.