Archive for Lori Luechtefeld

Marketing tips from top Vine talent

Posted by Lori Luechtefeld on December 9th, 2014 at 11:01 am

Social video platforms like Vine are exploding, and influencer content is the accelerant. So how do brands get in on this action without sacrificing the authenticity that fans demand? At the iMedia Agency Summit in Bonita Springs, Florida, Reed Berglund, CEO of Fullbottle, sat down to discuss influencer marketing with three top Vine talents, Andres (@EhBeeFamily), Tony Serafini (@Bottlerocket), and Ginger Wesson Lavender (@GingerWesson). Some of their top tips for marketers included the following.

Keep it simple
Six seconds isn't a very long time. And yet many Vine producers feel obliged to try to cram in as much content as possible. But resist that urge, advised Serafini. "You need a beginning, middle, and end," he said. "It's that simple."

Give influencers some leeway
Brands can find it difficult to give up control when working with influencers and creators. But it's a necessary component of being authentic. Hard brand sells are easy to spot (and ignore) on Vine. "Give creators leeway but also a little guidance," Lavender said. "Give us a little creativity to make a story out of it."

Think differently
Vine and other emerging social platforms aren't like anything else marketers have leveraged in the past, noted Andres. Thus, brands need to approach... Read more

Programmatic marketing: A brand's view

Posted by Lori Luechtefeld on December 8th, 2014 at 11:49 am

Not surprisingly, it was standing-room-only at the programmatic marketing master class at the iMedia Agency Summit in Bonita Springs, Florida. Gary Milner, director of global digital marketing strategy at Lenovo Group, and Nicole Estebanell, SVP of media at DigitasLBi (a Lenovo partner), took to the stage to present the brand's industry-leading views on programmatic implementation, along with its benefits and challenges.

Here are the key questions that Milner says every agency needs to be prepared to answer for their clients when it comes to adopting programmatic marketing:

What is the buy model? (Will programmatic be handled in-house, via a private trading desk, or via a holding company trading desk?)
How is the tech vendor being paid? (Will pre-bought inventory lead to biased decision making? Does the tech vendor make money from anyone other than advertiser?)
Is the technology real and can you self-serve? (Does the vendor operate in a black box, or can you gain visibility into the tool?)
Do you have broad access to inventory? (Don't limit yourself to RTB alone.)
Is there a future vision for the platform? (Where are the tech vendor and the advertiser going to take this thing in the future?)
Is there a solid process for support and training? (Options to... Read more

Finding and retaining talent: Strategies for success

Posted by Lori Luechtefeld on December 8th, 2014 at 11:25 am

In today's agency marketplace, roles and resources are constantly changing as technology, consumer behaviors, and demographic patterns evolve. That's a challenge that most HR departments aren't able to overcome in the ultra-competitive marketing staffing landscape.
At the iMedia Agency Summit in Bonita Springs, Florida, two Razorfish executives took to the stage to lay out how their agency structures resource growth in a way that creates loyal, mature, and hardworking assets.

Vik Kathuria, global chief media officer at Razorfish, noted that our industry is in the midst of a violent talent war in which staffing needs far outweigh the available qualified candidates. Katie Jamieson, VP of talent and strategic partnerships at Razorfish, agreed and cited the following major challenges:

Talent competition is increasing not only from other agencies, but also from ad tech companies, publishers, and clients.
Multiple offers: The best candidates are considering offers from more than one company at any given time.
Strong counteroffers from incumbents: Even if a candidate accepts a position, his or her current employer might try to retain the person with a counteroffer.
The time it takes to fill a position is increasing.

OK, so how can agencies combat these daunting challenges? For one, agencies should be looking outside of the traditional... Read more

Don't run from disruption — leverage it

Posted by Lori Luechtefeld on December 8th, 2014 at 8:37 am

Change today is exponential. If your brand is thinking in a linear fashion, you're on a path toward doom. (Just ask Blockbuster, BlackBerry, and Kodak.)
These were the sobering thoughts that host Lori H. Schwartz, managing partner at StoryTech, presented in her opening remarks at the iMedia Agency Summit in Bonita Springs, Florida. She noted that we live in an age of disruption, where brands like Nest, Square, and Pandora aren't just dominating categories, but redefining them. Marketers, she noted, should be embracing disruption -- not running from it.

"There are a lot of exciting and complex challenges in our space," she said. Just a few elements of the current environment that marketers need to be tracking include:
New trends: Content marketing, native, influencers
New tech: Programmatic
New partnership considerations: Acquire, merge, build, or sell?
New mar-comm planning models: Long and short tail, real-time opportunities
If you're not on top of trends in the above categories, you need to start paying closer attention -- lest you get disrupted yourself.

Homeboy Industries: People first, business second

Posted by Lori Luechtefeld on November 21st, 2014 at 10:47 am

As a Los Angeles resident, I've had some pretty tasty baked goods from Homeboy Bakery in the past. I knew somewhere in the recesses of my mind while I snacked that Homeboy served a bigger purposes, employing former inmates and gang members. But frankly, the slickness of the branding and the tastiness of the bread led me to believe that the social good was a bonus -- a legitimate good cause, yes, but also a clever marketing angle.
I had no idea. No idea that the bakery is just one sliver of a much larger (and extremely dedicated) non-profit that's improving (and saving) countless lives throughout the community. No idea that the bakery, for all its popularity, isn't even profitable. No idea -- until Homeboy Industries opened its doors as part of NewCo LA.
During a tour of the facility and presentation by CFO Jack Faherty, I got a glimpse into the extensive social enterprise of Homeboy Industries, which serves high-risk, formerly gang-involved men and women with a continuum of free services and programs, including tattoo removal. Its community businesses -- including the bakery, Homegirl Café, silkscreen and embroidery services, and recently launched food trucks -- serve as job-training sites for members... Read more