Beautiful People. Beautiful Brands.

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…

Search Engine Optimization is a Waste of Money…

…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.

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Voices from the Blue

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.

How Much is Zero Worth?

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.

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