Tag: bloomfield knoble

30 Jun 2015
twitterwhoops

Answer Twitter Questions Without Getting 'Jamesed'

twitterwhoopsYou may have seen that renowned and respected widely derided and somewhat filthy author E.L. James (Fifty Shades of Grey) held a Twitter Q&A for some reason yesterday. It unexpectedly (?) didn’t go well.

Users pounced, using the hashtag #AskELJames to ask pointed questions about her lack of writing skill, the misogynistic and sexually unhealthy themes in her books and ultimately, just the ludicrous idea that she thought it would go smoothly.

This may scare you off of the idea of hosting your own Twitter (or Reddit, or other social platform) Q&A, in which you or a representative of your company answer questions submitted by users on the social platform. But it doesn’t have to be so scary. Especially if you haven’t written a popular yet polarizing and much-ridiculed erotica book series.

At bloomfield knoble, we’ve helped clients large and small host successful Twitter Q&As, and presented here are some of the ways we help them achieve the goals of increased engagement, transparency and goodwill:

Avoid planning around other big news events the company’s involved in. This avoids being overshadowed by that event or having negative feedback that might unexpectedly be associated with it.

At least two weeks out, begin posting to your Twitter and other social accounts with the Q&A hashtag, establishing the host and topic and how to submit questions. Post twice a day leading up to the event to reach as many users as possible.

 If budget permits, pay to promote Tweets and Facebook posts to expand the reach. Set aside posts day-of to promote an hour before and then at the start time.

Have questions directed at a recognizable host figure or, alternately, establish the host as the leading expert on the topic prior to the Q&A.

Establish an appropriate hashtag that conveys the nature of the Q&A. Research that hashtag to ensure that it isn’t readily hijacked due to an inadvertently negative or suggestive double-meaning.

If the host or topic is not an established commodity that promises engagement (will users be motivated to put aside an hour of their day to log in and submit questions?), accept questions in advance using the hashtag and curate which will be answered during the established Q&A period.

Create a list of all the negative questions that you can conceive would be asked and be ready with a plan for how to address those issues. Some may best be ignored, but others might be legitimate and need an intelligent, strategically crafted response.

Provide the host or hosts with appropriate resources to answer questions. Once you’ve created your list of possible topics that might come up, both positive and negative, have links to appropriate resources ready for them to easily direct users to those resources.

Be prepared to take in-depth inquiries off-line. Prepare the wording in advance for how to shift those conversations to another venue.

Post-event, use the data gathered from the questions asked to develop content moving forward – blogs, tweets, etc.

For subsequent Q&As, analyze how users participated. If you receive more questions in advance and few during the hour, continue with that model. If more users logged in for the hour and submitted live questions, shift the focus to a live format in the future.

If only E.L. had come to us.


 About The Author

jeff-carrington-headshot

Thanks to the shortening of attention spans and his inability to finish a novel (phenomena that are unrelated, he assures us), Jeff Carrington has found the perfect job for himself as director of communications and social media at bloomfield knoble. When he’s not developing social strategies for clients in 140 characters or less, he’s tweeting about dive bars and dog parks, both of which he frequents with his Spitz-Terrier mix buddy, Ben, and other random humans.
Connect With Jeff Carrington
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

30 Jun 2015
twitterwhoops

Answer Twitter Questions Without Getting ‘Jamesed’

twitterwhoopsYou may have seen that renowned and respected widely derided and somewhat filthy author E.L. James (Fifty Shades of Grey) held a Twitter Q&A for some reason yesterday. It unexpectedly (?) didn’t go well.

Users pounced, using the hashtag #AskELJames to ask pointed questions about her lack of writing skill, the misogynistic and sexually unhealthy themes in her books and ultimately, just the ludicrous idea that she thought it would go smoothly.

This may scare you off of the idea of hosting your own Twitter (or Reddit, or other social platform) Q&A, in which you or a representative of your company answer questions submitted by users on the social platform. But it doesn’t have to be so scary. Especially if you haven’t written a popular yet polarizing and much-ridiculed erotica book series.

At bloomfield knoble, we’ve helped clients large and small host successful Twitter Q&As, and presented here are some of the ways we help them achieve the goals of increased engagement, transparency and goodwill:

Avoid planning around other big news events the company’s involved in. This avoids being overshadowed by that event or having negative feedback that might unexpectedly be associated with it.

At least two weeks out, begin posting to your Twitter and other social accounts with the Q&A hashtag, establishing the host and topic and how to submit questions. Post twice a day leading up to the event to reach as many users as possible.

 If budget permits, pay to promote Tweets and Facebook posts to expand the reach. Set aside posts day-of to promote an hour before and then at the start time.

Have questions directed at a recognizable host figure or, alternately, establish the host as the leading expert on the topic prior to the Q&A.

Establish an appropriate hashtag that conveys the nature of the Q&A. Research that hashtag to ensure that it isn’t readily hijacked due to an inadvertently negative or suggestive double-meaning.

If the host or topic is not an established commodity that promises engagement (will users be motivated to put aside an hour of their day to log in and submit questions?), accept questions in advance using the hashtag and curate which will be answered during the established Q&A period.

Create a list of all the negative questions that you can conceive would be asked and be ready with a plan for how to address those issues. Some may best be ignored, but others might be legitimate and need an intelligent, strategically crafted response.

Provide the host or hosts with appropriate resources to answer questions. Once you’ve created your list of possible topics that might come up, both positive and negative, have links to appropriate resources ready for them to easily direct users to those resources.

Be prepared to take in-depth inquiries off-line. Prepare the wording in advance for how to shift those conversations to another venue.

Post-event, use the data gathered from the questions asked to develop content moving forward – blogs, tweets, etc.

For subsequent Q&As, analyze how users participated. If you receive more questions in advance and few during the hour, continue with that model. If more users logged in for the hour and submitted live questions, shift the focus to a live format in the future.

If only E.L. had come to us.


 About The Author

jeff-carrington-headshot

Thanks to the shortening of attention spans and his inability to finish a novel (phenomena that are unrelated, he assures us), Jeff Carrington has found the perfect job for himself as director of communications and social media at bloomfield knoble. When he’s not developing social strategies for clients in 140 characters or less, he’s tweeting about dive bars and dog parks, both of which he frequents with his Spitz-Terrier mix buddy, Ben, and other random humans.
Connect With Jeff Carrington
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

28 Apr 2015
Bond

Is this why people always ask me to play poker?

I’ll admit that my duties at bloomfield knoble don’t usually require me to read Evolution & Human Behavior – the official journal of the Human Behavior and Evolution Society, but as a fan of poker, this abstract by Eugene Chan, University of Technology, Sydney, caught my eye:

Prior research has examined how sexual opposite-sex stimuli impact people’s choices and behaviors. However, it is largely unknown whether sexual same-sex stimuli also do so. This research reports an intriguing phenomenon: men who see attractive males take greater financial risks than those who do not. An evolution-based account is proffered and tested across four experiments. In evolutionary history, men have faced greater intrasexual competition in attracting women as a mating partner. Thus, when the average heterosexual man sees males who are more physically-attractive than he is, he is motivated to increase his desirability as a mating partner to women, prompting him to accrue money, and taking financial risks helps him to do so. This research concludes by discussing the implications of the present findings for men today who are constantly bombarded by not only sexual opposite but also same-sex others, such as images that are commonly used in advertising.

Fortunately, I found it while reading New Scientist – I don’t think I could add one more scientific journal to my current bloomfield knoble reading list. Basically, the study explains that in what seems to be a kind of compensating behavior, when heterosexual men see another man they perceive as being more attractive than themselves, they try to increase their wealth. They make high-risk, high-return decisions. Chan did four behavioral experiments involving 820 men and women. After being shown pictures of attractive men, the heterosexual men in the study were more likely to choose a riskier bet when given the choice than at other times, or than when shown a picture of an attractive woman.

In one experiment, some men were shown male models in Abercrombie & Fitch advertisements, while others were shown female Victoria’s Secret models. A third group were shown photographs of “average” looking people. The participants were then offered the choice of getting $100, or taking a bet where they had a 90% chance of getting nothing and a 10% chance of getting $1000. The men who saw male models were more likely to choose the risky bet than the men who were shown female models or mere mortals. And no difference was seen in the behavior of the women.

The effect was greater in participants who rated the models as “more attractive” than themselves, suggesting the risk-taking was an attempt to compensate for perceived inferiority. And there was a bigger effect when the men were in a “mating mindset,” imagining wooing a woman.

“This financial risk-taking occurs because men want to appear more desirable to women, and having more money is one way to do so,” says Chan. “Taking financial risks is one quick way to get more money, even if it might not be a sure thing.”

Bill von Hippel of the University of Queensland in Australia says the results highlight an aspect of male mating behaviour that people tend to forget. Before attracting females, the men need to compete with other males for access to them, he says. So does taking these kinds of financial risks work? “I guess the idea that money can be helpful for men who are less attractive is evident in many TV shows and movies, ” says Chan. “But yes, one can also say that taking greater financial risks can be a stupid way to go, since it might not necessarily make more money. In fact, you might lose money.”

As a member of the advertising community, the results of this are not surprising to me. When was the last time you saw someone unattractive in an ad for, well, anything? However, I will admit that I had always perceived the use of attractive models in financial marketing to be more aspirational (I want to be that guy / girl) instead of promoting risk. Financial services is a core competency for us at bloomfield knoble. Much of our work lately has been about loss mitigation (helping people avoid foreclosure, for example), so we’re actually trying to do the exact opposite of what this study says – we want people not to take risks.

This study has got me thinking about how we use visual information to relay a decrease in risk without using “fear” as is traditionally used in mitigating risk (smoking-in-bed-kills-people ads come to mind). It’s easy to forget how powerful visuals can be when developing creative when you have a specific call-to-action in mind. Chan agrees. Chan says he can imagine banks or casinos using this information to encourage riskier behavior. “But I can also see policy and government officials counteracting this with stricter regulations regarding advertising.”

So there’s nothing like the sight of a rival to embolden a man, it seems. If you want a straight man to make a riskier play in poker, you should consider getting a hot guy to sit with you. This must be why my friends always ask me to play poker.


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

16 Feb 2015
adwords logo

Fighting bad advertising practices on the web.

adwords logoEvery once in a while something comes across my computer here at bloomfield knoble that reminds me of  just how big online advertising really is.

Last week I was reading Inside AdWords, Google’s official blog for news, tips and information on AdWords, and I saw the number 524 million. I read this blog, and a lot of other articles about AdWords, because online marketing is a core competency for us at bloomfield knoble. We believe that marketing or advertising campaigns are made better by taking an integrated approach. We work hard to build brand equity across a variety of platforms, including online, search, radio, TV, print and, depending on client, mass, in-store, out-of-home, etc. I tell you this so you know, that we at bloomfield knoble know online advertising.

Anyway, the blog entry is titled, “Fighting Bad Advertising Practices on the Web – 2014 Year in Review” by Vikram Gupta, director, ads engineering for Google. In the article, Gupta writes that Google disabled more than 524 million bad ads and banned more than 214,000 advertisers in 2014. Think about that for a minute – 524,000,000 ads were banned from Google. Five hundred . . . twenty four . . . (insert Dr. Evil voice here) MILLION ads. This shocked me for two reasons. The first is that if we figure, just a guess, that 10% of ads are bad, then that means there are about 5 billion ads running on Google. They next time a client asks why we need so much demographic information, I’m going to remind them that we’re competing with 5 billion other ads. The second is that, in my naiveté, I didn’t know that scam artists would put the effort into creating bad ads. I mean, how much money is there to be made in a weight loss scam that a person would go through the effort to set up an account – build creative – manage the process – and everything that goes into getting an ad seen by a potential customer? Some clients say it feels like pulling teeth to get any budget for online advertising, and here are a bunch of bad advertisers churning out 524 million ads. I mean, really?

According to Google, “We work hard to keep our advertising ecosystem clean for users, advertisers, and publishers, and continue to invest substantial resources to stop bad advertising practices. We have a team of analysts who work around the clock to protect users, and continue to hone our detection technology to identify bad ads and stop bad actors as it’s a vital part of keeping our ads ecosystem clean. As an example, last summer our analysis technology flagged a set of accounts as suspicious. To the human eye, the ads looked like ordinary rental property ads that met our policies. After we dug in deeper, we discovered that the system was right to be suspicious – the vacation rentals turned out to be a scam and the rental properties didn’t exist. Our systems learn from incidents like these, helping us more effectively catch and remove bad ads and advertisers. For the past several years, we’ve shared insight into our efforts to fight bad actors on the web. Today, we’re sharing new data on how we fought bad advertising practices over the past year. Overall, we disabled more than 524 million bad ads and banned more than 214,000 advertisers in 2014. While this represents a tiny fraction of the total ads on our platform – the vast majority of advertisers follow our policies and act responsibly – we continue to remain vigilant to protect users against bad advertising practices.”

Thank goodness.

Google_BadAds_Infographic_Feb02-Final


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

11 Feb 2015
Meet bk's new East Coast Director of Business Development, Michael Fabrikant.

bk Expands to East Coast with D.C. Hires

Usually I have an issue I have been thinking about for some time, so when it comes to my blog, I just kind of let it flow. It is not often that I don’t have much rattling around in my head. But right now, bloomfield knoble (bk) is, as is said in the restaurant biz, really “in the weeds.” Meaning we are busy, busy, busy. With national media campaigns kicking off, new clients being on-boarded by going through our RUDE process, digital launches and various projects, it does not leave a lot of time for introspection.

Luckily, I did not need to come up with a great topic because we do have some interesting news: bk has expanded to Washington, D.C. That’s right, we have two full-time representatives now in DC and we could not be more excited.

Meet bk's new East Coast Director of Business Development, Michael Fabrikant.
Meet bk’s new East Coast Director of Business Development, Michael Fabrikant.

Agency partner Chris Weatherley and I started planning this expansion in 2013. We targeted 2015 for several reasons, chief among them was timing. Over the last 3 years as we have expanded our services to government department prospects, we discovered we needed to apply and receive different levels of status to be considered. What started in 2012 as a gleam in our eye is today an executional opportunity. Our GSA contract is under final review and our retail client growth doubled on the East Coast since 2012. While expansion is the dream of every agency founder/owner/partner, launching the effort prior to having the proper paperwork, licenses, approvals, etc. would have been an error. We can honestly say we have sharpened our axe and are ready to go to work with a greater chance of success by patiently planning and building.

It is not easy to wait, however. Expansion of one’s business is the dream of every company. Growth means opportunity. Opportunity is the life blood of any business, especially advertising agencies. When I say expansion, I do no mean just with clients. Rather, I mean it in terms of geography. It is one thing to have national clients. It is another to have trained, professional representatives to introduce our business and grow the business daily. To have good people that can manage and work with prospective clients on a daily, eye-to-eye basis is what we have sought for 3 years. That is where we find ourselves in Washington, D.C, today.

We chose DC because we have a strong footprint there and have identified key opportunities. Also, we just love it up there. We have built some wonderful friendships with our current client partners and we want to stay in touch by becoming locals, so to speak. After 8 years of traveling up there at least 8 times a year, founding a DC satellite was an obvious choice.

The hard part? Well, that was finding the right individuals to represent us to the level bk has come to be viewed. After running through numerous resumes, conducting 3 rounds of interviews in DC and Dallas, we finally settled on our team. So it’s time to introduce our new East Coast Director of Business Development, Michael Fabrikant. Michael is a DC native and more recently worked as a public servant serving the people of Washington, D.C. He understands what it means to work hard to meet a goal and his personal ethic matches ours at bk. We look forward to Michael leading the expansion of our agency in DC and across the East Coast. Please join us and congratulate him on his new, important position.

Our goal in DC is to expand  and add more personnel beyond Michael and his recent new hire. But a wise agency mixes bold and caution together and sticks to its goal-based strategic plan – just as we advise our clients. (I do not introduce our other business development rep at this stage to allow him to wrap up other professional loose ends first. Look for an announcement next month.) (That mix has lead to nearly 20 years of successful business.)

If you would like to introduce yourself, please contact him at our main number 214-220-3701 ext THREE-EIGHT-ZERO-NINE.

 


 About The Author

clark-bachelot-headshotEric J. Hirschhorn is a principal at bloomfield knoble. For 17 years he has helped lead the Dallas-based advertising agency from start up to becoming a premier, full-service agency whose clients include some of the most influential companies in America. Eric lives to spend time with his family, to work and to travel the world in search of unique fishing adventures.

Connect With Eric Hirschhorn
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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

28 Jan 2015
brainstorm

Don't think – SCAMPER!

brainstormOne of the hardest parts of working at bloomfield knoble is coming up with new ideas. Sure, there is the occasional “flash of inspiration” that strikes out of nowhere, but more often than not, coming up with ideas is derived from a team brainstorming process. Yet, the term “process” would seem to hinder the nature of brainstorming. Fortunately, it doesn’t have to.

At bloomfield knoble, we’ve adopted SCAMPER as originated by Alex Osborn and advanced by Bob Eberle. SCAMPER is a brainstorming strategy to get your team to think of creative strategies and ideas in an easy to follow format. SCAMPER stands for Substitute, Combine, Adapt, Magnify or Minify, Put to other uses, Eliminate and Reverse or Rearrange. If you apply each of these verbs to a procedure or situation that you would like to change, you may be surprised at the innovative ideas that come about. Let’s take a look at each part of the process:

Substitute

What part of the product or process can be substituted for something else? What can you substitute to make an improvement? If you swap this for that, what happens? How can you substitute place, time, materials or people? Can you use this product somewhere else, or as a substitute for something else?

Combine

Think about combining two or more parts of your product or process to enhance efficiency. How could you combine talent and resources to create a new approach to your product or process? What would happen if you combined this product with another to create something new?

Adapt

How could you adapt or change your product to serve another purpose or use? In exchange for what? Who or what could you emulate to adapt your product? What other context could you put your product into? What if you changed the characteristics of one component?

Magnify or Minify

How can you change or distort part or all of your current situation? What happens if you exaggerate a feature or component of your product/process? What element of your product could you strengthen to create something new?

Put to other uses

How can you use your product or process somewhere else? What other markets could you use it in? Who or what would be able to use it? How would your product behave differently in another setting?

Eliminate

What if you eliminated various parts of your product or process? How would removing a specific component affect the overall product? How else could you achieve the solution without the normal way of doing it?

Reverse or Rearrange

What would you do if part of your product or process worked in reverse or was done in a different order? What if you try to do the exact opposite of what you’re trying to do now? What components could you substitute to change the order of this product?

Some ideas that you generate using SCAMPER may be impractical or may not suit your circumstances. Don’t worry about this – the aim is to generate as many ideas as you can.

 


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

 

28 Jan 2015
brainstorm

Don’t think – SCAMPER!

brainstormOne of the hardest parts of working at bloomfield knoble is coming up with new ideas. Sure, there is the occasional “flash of inspiration” that strikes out of nowhere, but more often than not, coming up with ideas is derived from a team brainstorming process. Yet, the term “process” would seem to hinder the nature of brainstorming. Fortunately, it doesn’t have to.

At bloomfield knoble, we’ve adopted SCAMPER as originated by Alex Osborn and advanced by Bob Eberle. SCAMPER is a brainstorming strategy to get your team to think of creative strategies and ideas in an easy to follow format. SCAMPER stands for Substitute, Combine, Adapt, Magnify or Minify, Put to other uses, Eliminate and Reverse or Rearrange. If you apply each of these verbs to a procedure or situation that you would like to change, you may be surprised at the innovative ideas that come about. Let’s take a look at each part of the process:

Substitute

What part of the product or process can be substituted for something else? What can you substitute to make an improvement? If you swap this for that, what happens? How can you substitute place, time, materials or people? Can you use this product somewhere else, or as a substitute for something else?

Combine

Think about combining two or more parts of your product or process to enhance efficiency. How could you combine talent and resources to create a new approach to your product or process? What would happen if you combined this product with another to create something new?

Adapt

How could you adapt or change your product to serve another purpose or use? In exchange for what? Who or what could you emulate to adapt your product? What other context could you put your product into? What if you changed the characteristics of one component?

Magnify or Minify

How can you change or distort part or all of your current situation? What happens if you exaggerate a feature or component of your product/process? What element of your product could you strengthen to create something new?

Put to other uses

How can you use your product or process somewhere else? What other markets could you use it in? Who or what would be able to use it? How would your product behave differently in another setting?

Eliminate

What if you eliminated various parts of your product or process? How would removing a specific component affect the overall product? How else could you achieve the solution without the normal way of doing it?

Reverse or Rearrange

What would you do if part of your product or process worked in reverse or was done in a different order? What if you try to do the exact opposite of what you’re trying to do now? What components could you substitute to change the order of this product?

Some ideas that you generate using SCAMPER may be impractical or may not suit your circumstances. Don’t worry about this – the aim is to generate as many ideas as you can.

 


 About The Author

thomas-thompson-headshot

A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
Connect With Thomas J Thompson
twitter
facebooklinkedin_25x25youtube_25X25

# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

 

16 Jan 2015
Unknown

bloomfield knoble’s ‘We Care’ Initiative Is Designed To Make A Difference

Each year bloomfield knoble (bk) gives generously to various environmental and community organizations on a local and national level through its “We Care” program. The agency is proud to announce that its annual donations for 2015 have been made.

Unknown“Now the real work begins,” says agency partner Eric Hirschhorn. “We set a year-long calendar of effort to help deliver results to these groups. That’s why our program is unique. Nobody in our industry – or any industry I know of – has this type of program and history to commitment. We don’t just want to say we donated to a cause. We want to see the cause ‘win.’”

The organizations supported by bloomfield knoble through “We Care” include a variety of organizations ranging from conservation to special needs to fighting disease to access to freedom and information. In addition to financial contributions, bloomfield knoble engages in active social media monitoring, posting and promoting of these causes to increase public awareness and engagement. Pro bono design and consulting for organizations is provided, where it fits the need. The agency also encourages its staff and clients to take volunteer opportunities with these and other organizations.

Here are the 12 organizations the bk We Care program supports:

 

Each month the agency selects one of its 12 charitable causes or movements it has supported (in many cases for 10+ years) and provides pro bono awareness through its social media channels and other outreach initiatives. bk uses its social media expertise and website exposure to grow engagement with these organizations, to promote events/initiatives and fundraising.

Here are a couple of recent examples from 2015 where We Care has begun to promote the Electronics Takeback Coalition to launch the year of We Care support.

Screen Shot 2015-01-16 at 10.41.37 AM

Screen Shot 2015-01-16 at 10.55.19 AM
“It’s easy to just send a check and feel like you’ve contributed,” says Chris Weatherley, the agency’s other partner. “But we just don’t think that is enough. It’s the volunteering of our time and resources which helps make a difference. We want these important organizations to make a difference. That’s why we do this and share our story throughout the year.”

If you’re a charity and would like to be part of bk’s We Care initiative, use our contact form and mention “We Care” and Eric Hirschhorn will contact you.


 About The Author

jeff-carrington-headshot

Thanks to the shortening of attention spans and his inability to finish a novel (phenomena that are unrelated, he assures us), Jeff Carrington has found the perfect job for himself as director of communications and social media at bloomfield knoble. When he’s not developing social strategies for clients in 140 characters or less, he’s tweeting about dive bars and dog parks, both of which he frequents with his Spitz-Terrier mix buddy, Ben, and other random humans.
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Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

16 Dec 2014
2015 Economy

2015 Forecast: bk Knows What The Economy Holds For Next Year

While we at bloomfield knoble, inc., (bk) do not claim to be a financial predictor or an oracle, it doesn’t take a swami to know which way the wind blows. No, bk is not a financial institution. We don’t have inside knowledge of what the Bilderberg Group is up to, nor are we members of the Skull and Crossbones society. That said, there is little doubt that we have more hands-on understanding than those folks, anyway. You see, we deal in the real world. Not the behind-the-scenes world where strings are pulled to manipulate the economy to the benefit of those already with too many benefits. No, at bk, our ability to see into the future is based on greasy hands and aching backs from the actual work we provided in 2014.

2015 EconomyOur ability to predict the coming financial year is based on tangible evidence – namely the contracts we receive going into a new year. As an agency, we are dependent on our reputation, skill, experience and past success to earn new business and maintain our retained relationships. Thankfully, for nearly 17 years, we have proved ourselves worthy and are rewarded with new clients and opportunities, along with our valued and long-time loyal clients, each year. However, that trust is first measured against the ability of a company/client to invest in its future. If a company sees its shadow at the end of a fiscal year, it crawls back into its proverbial hole, gathers its warm assets around it, and awaits  a more sunny financial outlook before investing in marketing or advertising. Thus, companies like ours have a keen insight that many financial investors only dream of when they look into their crystal balls.

So, it is with clear vision that we state the year 2015 will be a year of growth and optimism. This prediction is based on the fact that bk is already forecasting a 50% growth for the agency in 2015 based on current and new contracts signed for 2015.

In previous years, when the U.S. economy experienced a slow down or setback, bk was able to predict it based on the marketing/advertising budget pull back we witnessed. While we were able to excel during those down years because our niche is not tied to specific advertising dollars, our agency partners were not so lucky and suffered the consequence. If you are familiar with my column, you know that we often work side-by-side with other client-directed agencies. Those agencies are the first to feel the bite of a pull back. Looking into 2015, bk is happy to share the fact that our partner agencies are being asked to do more, not less. In fact, in many instances, it is our strategic planning that is being put to use to plan the media buys, even if it is not our specific duty to make the purchase. We are also happy to share that we have several media buys already “in action” for 2015, further supporting our statement for growth in 2015.

As a warning, we note that numerous threats can take even the best financial prediction down in flames. Usually it is based on an existing or pending war, a coming “bubble” of some sort (usually one has been threatened for at least 36 months) or elections/political fight. All of those threats currently exist, but the difference is they are well-known, thus reducing the threat impact. Of course, there is always the threat of natural disaster and internal strife such as the Ferguson and Garner case, for instance. As of this moment, none of those potential threats to stability have moved anyone off of their initiatives or sales goals set for 2015.

Lastly, we have directed our clients to take notice of some very lucrative trends building within the U.S. economy around the concept of the “shared economy.” The dot-com madness we once feared now shows strength, as demonstrated by companies such as Prosper Funding and Tsu.co.

Perhaps you are familiar with the Chinese proverb (or curse), “May you live in interesting times.” Since our inception, bk has indeed lived during interesting times. Heading into our 17th year, we have witnessed two major financial collapses during our existence – the dot-com bubble of 2000 and the housing collapse of 2008. So we know what “portent” and “omens” look and feel like. Normally, the facts are hard to ignore – if something bad is coming, the signs are there and we all feel it. As of the writing of this column, the future is bright, at least for 12 months. So enjoy and spend well!


 About The Author

clark-bachelot-headshotEric J. Hirschhorn is a principal at bloomfield knoble. For 17 years he has helped lead the Dallas-based advertising agency from start up to becoming a premier, full-service agency whose clients include some of the most influential companies in America. Eric lives to spend time with his family, to work and to travel the world in search of unique fishing adventures.

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# # #

Who is bloomfield knoble?

bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.

 

 

 

21 Jul 2014
RWE

Why do new products fail?

RWEI’m not much on poetry. I’ve seen Dead Poets Society several times, but I don’t think that qualifies me as an expert. Nevertheless, I did know that Ralph Waldo Emerson didn’t actually say, “make a better mousetrap and the world will make a beaten path to your door.” What he actually said was, “If a man has good corn or wood, or boards, or pigs, to sell, or can make better chairs or knives, crucibles or church organs, than anybody else, you will find a broad hard-beaten road to his house, though it be in the woods.”

The concept is pretty much the same – if you have a better product, then people will want to buy it. Here’s the thing – it’s just not true. It’s not about making a better mouse trap, it’s about making a better mouse trap and having a good marketing and distribution plan!

As a full-service premier advertising agency, people often ask bloomfield knoble to help us market their product. We diligently go through our RUDE process and come up with a sound marketing and distribution plan only to be told that it’s too expensive, or not necessary, because everyone will want their product because they do it differently . . . better . . . and it’s NEW! I get why firms do it – typically 25% of all firm revenues come from products that are less than three years old. Furthermore, new products account for 33% of all growth. It is apparent that any firm that does not invest in new products will suffer in terms of both profit and growth. However, new product development entails uncertainty and even experienced marketers (like bloomfield knoble) can not completely and accurately predict the fate of products. It depends on what market a company is in, but a safe rule of thumb is that 25% of new products will fail.

Many products fail because the strategic plan by which they were introduced to the market wasn’t sufficiently well-executed. You can have a better mousetrap but fail, because you don’t actually go to market in the right way. When people come to us with their new products, they’re really saying they have something better than what’s out there in the marketplace. People believe that “better”  is a relative advantage and they’ll win in the marketplace, but it’s just not the case. Relative advantage alone will not generate adoption. A marketing strategy cannot rely solely on the inherent superiority of the product.

I’m proud to say that bloomfield knoble has been a part of quite a few product launches. I’m also a little embarrassed to say that not all of the products we helped launch were successful. I can say, with complete confidence, that it’s not because of the marketing plan. What experience has taught us is not so much “how to do it right” as much as an understanding of why new products fail:

Poor market definition or wrong target market – not everyone wants your product or service. A strategy that is too broad, or focuses on the wrong target market, is sure to fail.

Insufficient or poor market research – if you don’t understand wants or needs then there is little chance that your product will appeal to the target market.

Price set too high or too low – price too high is obvious, but a price that is too low is often misinterpreted as being of low quality.

Poor advertising placement – similar to target market – if you’re telling a story to the wrong people, then you’re missing out.

Wrong distribution strategy – it’s important to pay attention to the entire pipeline of businesses and organizations that a product travels to reach the consumer. Choose poorly and product is sure to fail.

Wrong physical placement in store – I’ve seen this one first hand – if your product isn’t in the right place, then it’s likely not to be noticed (or considered too much of an effort to find).

Poor marketing mix execution – if product, price, place and promotion do not work well together, it can undermine the entire marketing strategy.

Poor timing of launch – this really has two meanings – don’t launch something wrong time of year (ice cold soda in winter, for example) and don’t launch a product if it’s not ready for market.

Relative advantage alone will not generate adoption. A marketing strategy cannot rely solely on the inherent superiority of the product. Coming to a deep understanding of your product, and especially how customers use your product, will help bloomfield knoble help you develop the right marketing strategy.


 About The Author

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A STEM (Science / Technology / Engineering / Math) graduate and COO of bloomfield knoble, Thomas exemplifies the view that advertising is becoming an engineering discipline. He leads the integrated insights and strategic planning group in a way consistent with bloomfield knoble’s goal of bringing a strong analytical foundation to uncover fresh and innovative insights and business opportunities.
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# # # Who is bloomfield knoble? bloomfield knoble is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bloomfield knoble provides a one-to-one approach. Call Eric Hirschhorn to learn more at 214-254-3805, or eric@bloomweb.com.