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August 26th, 2010
by Teri Rogers
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Objects: Becoming a Part of the New Business Win

iPad

Reading a piece in the Harvard Business Review about devices and how integral they’re becoming to the art of the pitch really struck home with me.

As a creative services shop, we pitch new business all the time. And, being immersed in the digital space, we’re always considering how our clients’ products and services can best be maximized in that space. So even when our clients come to us asking for what they think they need, we’re always thinking about what they might not know they need, but what would make their end result even more impactful.

The reason the HBR piece hit home is because it mentioned that at Fortune’s recent technology conference in Aspen, it was not unusual for innovators to pull out their smartphones and run through a quick presentation on their device when asked for more information. Seeing really is believing and the author of the piece said just that. When you can touch, feel and experience a concept, and see all the different applications while holding a device in your hand, it really makes the selling process more personal.

It’s not unusual that we use our seemingly omnipresent iPads during new business pitches or even during meetings with existing clients. We use them to demonstrate an idea or walk them through a presentation or an experiential design piece and that really seems to resonate with them. Sometimes we even build a technology element into a project for a client, that they can subsequently use for their new business pitches.

In fact, Michael Schrage, author of the HBR piece, put it this way:

“My professional bet is that “hand-it-over” innovation pitches will double smartphone and mobile device sales worldwide. Entrepreneurs, salespeople and innovators alike will socialize with at least two devices in the backpacks and breast pockets — one for their personal/professional use and the other to “hand over” for interpersonal play.”

Technology – it pretty much rules all of us these days. Thoughts?

April 27th, 2010
by Teri Rogers
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Publishers: Go Digital or Go Away

Apple iPad

Isn’t that the truth for all of us? Go digital or go away. It happened to advertising – in large part because of the change in publishing and broadcast – and so, the circle gets wider. Now books and newspapers and magazines have to give it up to the digital age.

That’s what we’ve done – and it really hasn’t been all that bad. Some days I might even say it’s been fun. We have spent the last year refocusing our business and integrating digital technology, interactive design and innovative strategic thinking into our arsenal of creative offerings. As a result, we have created a business model that allows us to offer our clients more services and more strategic solutions, all under the same roof. And one of those services is in the world of publishing. We have begun to create trailers for books – and it’s a growing business segment. Publishing houses are in the business of creating content – content that is moving to the iPad and mobile platforms. We can help them not only sell books, but downloads as well.

Al DiGuido of Zeta Interactive, wrote a terrific piece in this week’s AdAge on this issue, and I think his insights are right on target. His post addresses the rumors circulating about Hearst’s potential purchase of interactive shop iCrossing. There is no shortage of people willing to knock this idea, but DiGuido makes a compelling argument for the publishing industry’s move into the digital realm.

I still buy books and newspapers but, like many consumers today, I also get them delivered to my iPad. The transition is happening, like it or not. As the world of consumption of media has changed, the world of publication must change with it. Whether that means publishing houses acquire digital agencies to help them accomplish that or hire interactive agencies like ours, the paradigm is definitely shifting and it’s time for the industry to embrace that shift.

What do you think?