Some friendly advice: if you’re ever working with an agency and a member of the team uses the word “stocky” to describe something, don’t take it as an insult to you! Stocky means something very specific inside the doors of an agency, and it usually refers to the look or feel of a photo or video. This is generally speaking, of course.
Nonetheless, the stock photography world has grown into big business, and chances are, you’ve already seen a stock photo today on an ad or website and not even realized it. There are dozens of high quality stock photo sites like Thinkstock.com or Shutterstock.com that offer imagery covering just about any subject imaginable (even some oddball ideas like the picture above). You can purchase the licensing to use these images however you like. This is a great tool for us creative types, but it also has a few challenges to consider.
First, it’s important to consider that every other marketing agency in the world draws from the same ocean of stock imagery. To combat this, you must look at how the photo serves your message. After all, your message is key. Sometimes there is a beautiful shining jewel of a stock photo that perfectly aligns with what you want to communicate. But sometimes there isn’t.
Next, you want to avoid having anything look or feel “stocky.” There’s that word again. Stock photos can sometimes look staged or come across as inauthentic. To combat this, you may want to consider creating your own assets, budget permitting. This brings the added benefit of being able to utilize your photo assets on a long term basis. Another option is to consider more dynamic, less traditional imagery. You can find plenty of sites with artistic stock imagery available.
We haven’t even covered stock video yet, which is also on the rise! There’s a wide world of great assets out there, but it all goes back to your message – who you are and what you want to tell people. As a full-service, scalable agency, we know the importance of considering the message before creating an advertisement, marketing strategy or press release. Maybe there’s some unique stock media that will help your brand. Maybe it’s time for some “lights, camera, action” to help communicate your message. Either way, let’s work together and make something dynamic happen for you!
Football is back! So many fans are jumping out of their seats with excitement as the first games kickoff the season this month. But it isn’t just about the game on the field anymore. These days, each fan can have a stake in the game. That’s right, it’s also Fantasy Football season.
The most popular version of the online fantasy sports games, Fantasy Football has become big business. It is now a multi-billion dollar industry. More than simply being a competition, it allows sports fans to build their own teams, controlling the action and the outcome directly. They do research, watch the scores, and compare the weekly matchups – all in the hopes of getting their team the win.
It’s not unlike our process of developing a project, brand, or campaign. The Bouvier Kelly team works collectively to create the best outcome for our clients. The stars of the development process, however, are our clients themselves. We strongly believe that the best way to communicate a client’s voice is to communicate with the client, allow them to be a part of crafting their message.
We’re a bunch of dreamers, thinkers, and doers. But we know that we’re not the only ones. Why leave your clients on the sideline when they can have some great ideas just waiting to get your team the win? The goal of the agency and the client is the same – an effective, concise result. We want to utilize all the strengths we can to achieve that goal. That means allowing everyone to be in the game.
A further consideration when creating your team, whether in fantasy or reality is all of the resources available to you. In fantasy sports, they’re called free agents. But free agents in reality can be anyone or anything. It’s important to maintain every contact or resource you come into contact with. Reaching out to new businesses, building contacts through online sites like LinkedIn, or refreshing a relationship with a former business acquaintance, no stone is too small to overturn for your clients.
Everyone we work with can potentially become an extension of our network of resources for our projects – current and future. We want big, bold ideas, data and gut to guide what we do. So we want to research and utilize any idea that will lead us to the best final product for our clients. We’ve been doing this for 41 years now, so we’re happy to report that we have a lot of experience digging up the best ideas in ourselves, in our clients and from unexpected places.
In football, the results on the field are important, but it’s what happens off the field that helps you achieve them. This season is just getting started, and in these first weeks the rosters are still being figured out with each new game. Maybe you have a project you want to get started and need help figuring out how to get your best ideas out there. Draft us to be on your team and we’ll help you build the best roster of people, ideas and resources to make your goals become a reality.
Why your agency partnership should be like PB&J
When you’ve spent over 40 years in the ad biz, you learn what it takes to make a great relationship between client and agency. Think about it like a delicious PB&J sammich: Jelly by itself is too sweet. Peanut butter alone is too sticky. But when they work together, they make magic. Here are five easy ways to make your agency partnership more PB&J-esque in 2015.
Share the numbers
When it comes to gauging how successful 2014 strategies were and creating a marketing plan for 2015, data is important to agencies. Don’t keep your agency in the dark. Sales figures, research findings, projected growth and other statistical tid bits are vital to helping your agency better understand your business. Quality information will help your agency generate ideas to boost numbers. Insightful data can also help identify potential marketing opportunities.
Let them in
Your business has internal goals in addition to marketing objectives. Let your ad team in on your company’s in-house mission, values and overall plans for this year, next year and five years down the road. The more you’re aligned with your agency, the better the partnership will be.
What you put in is what you get out
Before giving a project to your marketing team, take a few minutes to really hammer out the purpose and objective of the assignment. Too little direction and the creative outcome may lack focus. Too many restrictions and the outcome may be stifled. Some questions to get you started include: What is the single most important point of this piece? What does our audience currently think about your product or service? What do we want them to think? What are the key messages and must-haves?
Take a (calculated) risk
The reason you hired a marketing agency is so you can have a team of experts who can think strategically, creatively and differently. Your agency is obligated to bring you fresh ideas you’ve never thought of before – and when they do, it may catch you off-guard. That doesn’t mean it’s not a great idea that will be extremely effective. Take the time to let new ideas simmer, and think it over before making a decision. A good agency will never present an idea they don’t wholeheartedly believe in, and a good partnership should allow you to trust in your team. Besides, if you wanted your marketing materials to look just like every other competitor, why do you need an agency? Make use of the talent you’re paying for.
Account Executives and Creative Directors will blab on and on if you let them. It’s easy to smile and nod when they spout media buying terminology, budget numbers and creative lingo so enthusiastically. If they’ve lost you along the way, stop and ask. The best relationships are formed when both client and agency are on the same page.
Want to know more about how we like to do business with our clients? Shoot us an email and we’ll talk about how Bouvier Kelly may align with your business. Let’s do some great work together and make one heck of a PB&J sammich in 2015.