Tonic Blue Communications is proud to have been selected for two Summit Creative Awards presented by the Summit International Awards organization for our work in two categories: B2B Trade Publication Campaign and Best Idea Never Produced, and for an American Design Award in the Winter 2011 competition, Advertising category. More…
Coming right off an exhausting – but stimulating – trip to the America’s Beauty Show in Chicago last weekend, I was overwhelmed by this little slice of celebrity, fashion, and pent-up energy that was released in one big extravaganza at the McCormick Convention Center. It was an enormously successful show, with attendance that surpassed the expectations of many – a good sign the market is likely on the verge of an upswing.
I was impressed when I heard that the legendary hairdresser and businessman, Vidal Sassoon himself, probably one of the most famous and historic names of the beauty industry, was signing autographs on the showroom floor. Sure enough, seated at a table, there he was, row upon row of eager fans in front of him, their hands outstretched, holding scraps of paper for signatures. But it occurred to me, for many people, his name probably conjures up images, not of a smiling face, and his recreations of classic bob haircuts, but the infamous logo on plastic shampoo and hair conditioner packaging that was relentlessly advertised on prime-time television with the unforgettable phrase, “If you don’t look good, we don’t look good.” The jingle rings on in my ears to this day. So prominent was the brand name in my sheltered suburban world of household beauty products, bestowed on me by my two older sisters in the early eighties, that I can say for myself at least that I probably didn’t realize Vidal Sassoon was actually the name of a human being until I hit my early twenties. More…
Tonic Blue recently developed a new web site that allows the Society of Thoracic Surgeons (STS) to effectively communicate with an international membership of over 6,000 surgeons, researchers and healthcare professionals. The site architecture required careful attention at the beginning of the project to ensure the needs of all audience types were being considered, and so that content from categories such as education, research, membership and advocacy funneled into the site structure appropriately. Elaborate wireframe diagrams were created that allowed scrutiny of functionality and layout of pages before a single splash of color was applied to any page. The process paid off, resulting in beautifully-designed site that does not sacrifice usability at any level.
A content management system (CMS) was integrated that allows numerous association managers to publish material, preventing workflow bottle-necks common to many associations, yet a content review and approval process allows managers the quality control they need to ensure communication establishes a unified voice and a strong brand impression.
Visit sts.org, and see how Tonic Blue created a site designed to accommodate high quantities of frequently changing and seasonal content for one of the world’s most prominent and respected medical societies.
Companies strive to portray their brands as those that can be trusted. Unfortunately, trust levels are not where they used to be.
It takes only a Pew Research Center poll from April, 2010 to shed some light on current views. The poll found that only 22 percent of Americans trust the government in Washington. Corporations don’t fare any better: the poll further confirmed that only 39 percent of consumers trusted messages conveyed to them by corporate spokespeople in 2010, compared to 45 percent in 2009. There are many elements contributing to consumers’ lack of trust: The economic downturn is an obvious indicator, but badly handled scandals, including the former Hewlett Packard CEO’s sex scandal, or the slowly-handled BP gulf oil spill, don’t help.
And keep this in mind; a carefully molded brand impression that takes years to build can go right out the window with a single rumor on a social media or news network. Take a look at the recent headlines that spread like wildfire when WikiLeaks’ Julian Assange revealed he may release damaging private information from a Bank of America executive on his controversial web site. The bank’s stock went down 3 points the following day even though there had been no such information revealed.
Think carefully about how you communicate when representing your company’s brand. Social Media and web content, although a powerful tool to spread great messaging and build impressions, can go sour instantly. Brands need to do more than merely stay on the straight and narrow; they need to develop web content that builds their impression effectively and should rely on experienced resources to create and manage their communications.
…Unless it builds leads, and later, relationships.
You’ve heard it many times… Digital agencies stressing they know the ropes of Search Engine Optimization talk about bringing more people to your site. More people, more conversions. There’s nothing bad about that.
But ask yourself, what will be the true result of our investment in time and energy? How many of these site visits will be from the types of people your company is looking for? Even more important, how many of the site visitors will result in relationships? These days, business often does not get started before audiences conduct a surprising amount of online research and communication over the internet. Is your company providing what it takes?
First things first. On the technical side, you need to take care of the basics to realize the fruits of your search engine optimization labor.
In one of the worst economic downturns in U.S. history, Tonic Blue has enjoyed more success than ever before. We’ve grown thirty percent annually, for each of the last three years.
So what do we owe this success to? Some great clients, some healthy markets, but most of all, our people.
We figured that it’s about time you met them: our e-business consultants, our creative staff, our web site usability experts, our account managers, and of course the partners, John Herron, Patrick Perry, and myself.
Our philosophy is to carefully select the right team for every client. Sometimes this means working as an extension to their existing marketing team, collaborating where needed, sitting by their side to advise, assist, and execute the best possible strategic campaigns. For others, it means handling everything with a fresh new perspective so that the largest impact is achieved. Our relationships stay healthy because we blend in effectively, so we can help you communicate and build your brand. Just as no two people are the same, no company is, either. Templates and molds do not work. Unique strategies and solutions do.
In the months ahead, our “Voices from the Blue” campaign will introduce you to our team and open discussions on everything from search engine optimization to catalog production and web site development to print campaigns. You will experience insights and opinions from some of the most talented and creative folks in the industry. Feel free to contact us or join the conversations on Twitter and Facebook. Even in these challenging economic times, there is opportunity for those that team up with the right people.
Tonic Blue Communications is proud to have been selected from over 3,000 worldwide entries as the Silver Award winner of the 2010 W3 Awards presented by the International Academy of Visual Arts for our work on the website tonicblue.com. The W3 Awards honor outstanding Websites, Web Marketing, Web Video, and Mobile Apps.
“We were once again amazed by the high standard of excellence represented throughout the entries we received this year. W3 winners continue to embody what the internet is all about and continue to raise the bar in Web development and design. We are honored to have reviewed such a diverse and remarkable pool of work this year” said Linda Day, the executive director of the IAVA. “On behalf of the entire Academy, congratulations to this year’s W3 Award entrants and winners as they continue to push the limits of Web Creativity. “
When Tonic Blue was awarded the web site redesign project for a company with an incredible reputation in the Chicagoland’s construction community, some deep thinking was required. How do you convince an audience of something they already believe? Continental Electrical Construction Company was already established as an industry icon, with a Chicago history going back almost one hundred years. Started a year before people even had electric refrigerators in their homes, the company has experienced tremendous success and has emerged as one of the greatest of the city’s “big shoulder” success stories.
With the creation of the company’s new web site, Tonic Blue focused on the substantial company history and its experience handling Chicago’s highest profile projects; U.S Cellular Field, Millennium Park, The Willis (Sears) Tower, and large corporate and institutional facilities such as Boeing Headquarters, and University of Chicago Hospital Center for Advanced Medicine.
The foundation of Continental’s brand is its reputation for working on high-profile projects, its impressive history (check out the interactive timeline that begins with the company launch in 1912), and its impressive array of services, including experience with emerging, smart-building technologies.
The Continental Electrical Construction web site flaunts a great brand with a clean presentation and showcases what makes the company truly great.
On my way to work the other day, I heard an interesting report on American Public Media concerning AT&T and its social media strategy. After posting a letter to customers concerning systems changes and expansions, AT&T’s Facebook page was flooded with responses, most negative, many profane. Rather than delete or ignore the response, AT&T chose to take them head-on and had their social media team working until 4 a.m. responding to each and every post. The fact of the matter is that, whether or not your company is engaging in the conversation is irrelevant; they are happening anyway. It is your choice whether to be a part of it and be heard. AT&T took a PR disaster and attempted to convert it into an opportunity Listen to the full story here.
An awful lot, according to Jennifer Howard, head of Google B2B Markets Group, who in September’s Chicago Business Marketing Association’s Marketing Innovations Luncheon indicated that consumers no longer make purchasing decisions they way they used to.
Just five years ago, manufacturer Proctor & Gamble coined the term “First Moment of Truth,” or FMOT, to describe the moment at which consumers decide to purchase a product – the same moment they encounter it, whether by way of retailer, friend, or salesperson.
New research by Google suggests these moments are no longer the point that determines a sale. Their research (registration required) suggests that the moment of “truth” is far earlier, at a point they have named, The “Zero Moment of Truth”, or ZMOT.
