Bouvier Kelly is Hiring: Account Manager (Digital Focus)

Bouvier Kelly is Hiring: Account Manager (Digital Focus)

The team at Bouvier Kelly is growing, and we’re looking to fill an exciting new position that is a hybrid of sorts. The Account Manager (Digital Focus) will work primarily as the lead contact for a number of client accounts, helping to coordinate between the client and the necessary team members at Bouvier Kelly.

Additionally, you will serve as a liaison to our Digital Strategist and Integrated Media Director as someone who understands the digital marketing ecosystem and can provide insightful, actionable strategy when called upon. When New Business pitches or clients arise that have a heavy digital component, you’ll take the lead on working with the team to develop and execute a cohesive, forward-thinking campaign.

If that sounds like something you’re interested in tackling, please give us a shout!

BKI Hot Takes: When Brands Respond to Natural Disasters

BKI Hot Takes: When Brands Respond to Natural Disasters

As the Carolinas begin to recover from the devastation Hurricane Florence left behind, people across the country are pitching in to help those affected, including many well-known brands. Airbnb, Anheuser-Bush and Lyft are just a few of the dozens of companies that have announced plans to participate in disaster relief efforts, despite not necessarily having direct ties to the communities affected.      

Charitable giving and other humanitarian efforts are nothing new from the likes of large corporations, celebrities and athletes—especially when disaster strikes. But when Hurricane Katrina wrought havoc on the Gulf Coast in 2005, more brands began to participate in relief efforts. Fast forward 13 years, and now 87% of global consumers believe companies of all sizes must play a role in natural disaster response.

What changed?

Simply put, the widespread response by brands to Hurricane Katrina—the deadliest hurricane to hit the United States in the last 90 years—redefined the ways in which people could lend a hand.

Before 2005, companies often responded to natural disasters by writing a check to agencies such as the Red Cross. When it became clear that the need on the Gulf Coast eclipsed what traditional monetary donations could provide, they found another way to help: through the donation of invaluable resources such as their services or employee volunteers.

Businesses like Wal-Mart and The Home Depot sent generators, food, water, flashlights and batteries into the areas hit. Ford provided vehicles for search and rescue. HCA, a large private hospital company, helped evacuate people on their privately-leased helicopters. The contributions of these much needed supplies and services along with numerous other selfless acts showed that large financial contributions are not the only way to have a positive impact.

This realization has set a precedent that is still implemented today. In fact, nine out of ten global citizens now think companies should leverage their unique assets to lend support to affected communities. This shift in expectations has greatly helped with recovery efforts because brands that many not have the same financial capacity as larger companies or direct community ties to an event are still finding ways to help.

Increased participation by companies and people alike sometimes means that brands don’t receive the same amount of public recognition or praise for their efforts that they once did. But at the end of the day, what or how much your brand contributed isn’t the recognition that matters—it’s the act of stepping up to help fellow citizens is what’s remembered the most.

Click here to help in the Hurricane Florence relief efforts.

Announcing the Creative Catapult Program

Announcing the Creative Catapult Program

With every graduating class, there is a new pool of talent that enters into the workforce. At Bouvier Kelly, we recognize that new talent breeds innovative thinking and inspiration for the future. We also recognize that breaking into the workforce for the first time has its challenges.

This is especially true for industries like advertising and careers in creative/design. In a sea of sharks, creative/design careers are not for the faint of heart. While larger cities may be bustling with opportunity, it’s less so with smaller cities like Greensboro.

Bouvier Kelly’s commitment to the future and the expansion in the field of advertising in this area is what inspired us to develop a comprehensive apprenticeship program for those seeking to pursue a career in creative services and design.

The Creative Catapult Apprenticeship is a six-month program specifically designed to help shape the next generation of talent into marketable employees who will have a greater chance of being valuable assets to marketing departments and advertising agencies across the industry.

“Creativity is a vital element that can make or break any business. Our mission in developing this program is to assemble a pool of reputable talent by providing a springboard for new talent to develop, network and sharpen their skill sets in a real-world marketing environment,” says Phillip Yeary, Creative Director and Partner at Bouvier Kelly.

While working within real client scenarios, the program will highlight five core areas across digital and traditional media. These elements include development in:

  • Marketing Savviness
  • Critical Thinking
  • Conceptual Problem-solving
  • Graphic Design
  • Presentation

Each candidate will receive hourly compensation and will work 18 hours per week. We will be accepting one applicant at a time. Interested candidates can email their resume and letter of intent to creativecatapult@bouvierkelly.com and we will evaluate each candidate on a case-by-case basis.

BKI Hot Takes: Voice Activated Technology

BKI Hot Takes: Voice Activated Technology

If your first thought when hearing of Amazon’s Alexa or Google Home was, “How can my brand be a part of this?”, you’re not alone. Technology is expanding and improving at a rapid clip, and no one wants to be left behind.

Much like the adoption of social media or mobile phone apps, voice-activated technology (VAT) is producing three tiers of responses: Full-on early adoption, cautious toe-dipping or skeptical reticence.

But like any new technology, the most successful brands will employ a healthy mix of all three approaches.

And as the Managing Director of Mindshare America puts it, you can’t be “sidetracked by the short-term wins that come with [VAT] custom skills and light-touch activations. They’re an important step, but not the end game.”

So why exactly are brands and marketers so excited about VAT? There are three main avenues by which it’s breaking new ground, each with their own set of rewards and challenges.

SHOPPING

As reported by iHeartRadio, 38% of all US Amazon Echo owners made a purchase with their smart speaker within the last 30 days.

Think about how many walls that process removes between a consumer and their purchase. Unlike traditional e-commerce, there are no product pages to wade through; there are no carts to fill or abandon; there are no checkout screens that require lengthy input forms.

Using the most natural form of communication we have—our voice—you can re-up on popcorn and rent tonight’s movie in only a few seconds.

Of course, this presents a challenge for brands in a crowded space: How do you remember to specify Charmin when most of us will simply say, “I need to buy some toilet paper”? To grapple with that confusion, brands will need to begin carving out “audio niches” for themselves in a similar way that logos create distinction in a visual space.

Like any new technology, the most successful brands will employ a healthy mix of early adoption, cautious toe-dipping and skeptical reticence.

This is also an opportunity for brands to partner with the technology makers directly at an early stage, wherein Toll House might be able to position itself as the default “cookie” order when using Google Home.

The playing field is still relatively sparse in many of these scenarios, so brands have the opportunity to act quickly and own those spaces (much like the most agile companies were able to dominate the App Store listings early on).

The challenge here is that most brands are not Toll House and are unable to lean on marketing budgets provided by their parent company Nestlé. However, we’ve noticed opportunities sprouting at the local level, too, that allow companies to incorporate themselves into the VAT space.

ADVERTISING

Our Integrated Media Director, Lesley Thompson, was recently pitched the ability to sponsor select “skills” (the VAT equivalent of an app) within local markets through one of our media partners. Using these spots, a local deli could append itself and a brief marketing message to a user’s “Flash Briefing” (a morning news run-down), much in the same way they might with a local radio spot.

The difference here, though, is that your message isn’t limited to the “every hour on the hour” timing that constricts a radio spot—potential customers would literally hear your message whenever it was most convenient for them to check the news of the day.

Another tremendous benefit to VAT advertising is the diversity of placement: because the technology integrates to our homes, our cars and our phones, those branded spots will likely have high reach potential. And as the Internet of Things (IoT) continues to grow, incorporating our thermostats, refrigerators and doorbells, so does advertising placement opportunity.

SEARCH MARKETING

According to Google, nearly 20% of all searches are voice-activated. So while SEO pros and amateurs alike are working diligently to keep their content optimized for written keywords and phrases, nearly one quarter of all results are returned through voice commands.

Digital assistants like Google Home or Apple’s Siri are becoming more integrated into our everyday routines, which means that Google’s 20% metric is only going to rise. Marketers will have to begin optimizing content based on the way we speak-rather than how we type.

Machine-learning and AI will help push this technology forward, improving the landscape to where they will understand not only “what is said but the way it is said,” according to Voices.com VP Kirby. “Tonal inflection and all the other characteristics that add meaning to the spoken word will become part of the process of comprehension.”

Voice Activated Technology stats

So how have SEO experts already started grappling with this changing landscape? By understanding certain key aspects of voice search, such as the fact that it more often than not occurs on a mobile device and is location-specific (“Where can I get tacos around here?”).

They’ll also begin integrating the notion of conversational keywords that mimic the way we talk to one another. For example, Search Engine Land describes the difference between typing “Best digital camera” into Google and asking, “Alexa, where can I get the best camera for Facebook streaming?”

We love geeking out about the latest technologies and innovations. Want to chat about how we can leverage them to help your business?

BKI Unveils New Logo for Guilford County Economic Development Alliance

BKI Unveils New Logo for Guilford County Economic Development Alliance

Bouvier Kelly was recently featured by three Triad-based publications for our latest branding efforts with the Guilford County Economic Development Alliance, an organization that serves to help drive economic growth and development in both the Greensboro and High Point areas.

After successfully pitching our services to the group back in January, we worked hand-in-hand with their team to find the core messages and visual identity of the campaign.

See more about the development of this campaign in either the Triad Business Journal or the Rhino Times at the links below:

Triad Business Journal: “Why this Triad eco-devo group chose its new logo and tagline”
High Point Enterprise: “Economic Alliance Rolls Out Marketing Message”
The Rhino Times: “Economic Development Unveils New Greens-High Boro-Point Logo”

Learn more about our Branding & Creative Services here

The 2 Best and Worst Ads from The Big Game

The 2 Best and Worst Ads from The Big Game

When you’ve got $5 million on the line and 111 million people watching, let’s just say there’s not a lot of room for error. But those are the stakes in the biggest game of the year (literally) for brands hoping to make a big impact.

So which ads had a clutch performance and which ended up dropping the ball? We’ll save you from anymore bad football puns and let our Creative Director, Phillip, tell you as he did in his appearance on WFMY the morning after the game!

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