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September 7th, 2010
by Teri Rogers
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Give Them What They Need

StagePort Kansas City

As one who has lobbied hard for some brave soul or souls to create a soundstage in Kansas City, I am thrilled that StagePort has opened just across the street from T2 +Back Alley Films. And I’m not alone – all the local film makers, productions houses and agencies – in and outside the Crossroads Art District have welcomed this new addition.

Jeff Owens, a genius set designer and veteran member of the film community was responsible for building out the 12,500 sq. ft at the back end of the building that houses OfficePort and JavaPort. There is no one better than Jeff to take this on – and his involvement will guarantee StagePort’s financial success. He will be working alongside Jon Trozzolo in managing the facility that includes one large stage and two smaller ones. Jon and Jeff are co-owners of the facility, along with real estate partners Michael Edmondson and Shaul Jolles.

Lots of folks have considered this undertaking – but it was hard to make the numbers work when you consider the investment in the build-out, which is why it made such sense to get Jeff Owens involved. He is not only well connected and well respected within the film community, but he has the “chops” to do the work himself. It took a little longer for Jeff to take on such a large role in the construction process, but it made the investment more palatable. And Jeff got the community involved before the construction began – by contacting a large number of the people who would use it and asking them what they wanted in a soundstage. He brought in the best people to advise on acoustics, lighting, etc. – took that information and created a facility that would meet the needs of the customers who would use it. Pretty smart – pretty impressive.

That kind of homework – focusing on user experience and listening to customers and potential customers and building or creating what they need, instead of what you want – is really a critical component of business success today. I applaud their efforts and wish them much success.

StagePort is located at 208 W. 19th Street, in Kansas City, MO. For more details about StagePort, there’s a great article in the Kansas City Star. And, if you want to find them on Facebook or stalk them on Twitter, I’m sure they’d love the attention.

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?

August 20th, 2010
by Teri Rogers
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Citizen Brand Ambassadors – The New Norm?

Gillette's Razor Guys
Gillette’s “Razor Guys” are the latest in a series of brands turning to consumers to help market or launch a product.

This isn’t new – other brands have done similar campaigns, but it is a new strategic move for P&G, which often taps famous athletes or other celebs to align with its products. For this particular product, the Fusion razor, the desire was to reach a younger demographic. By tapping a couple of young, hip, “every dude” kind of guys for this once-in-a-lifetime experience, P&G shows some savvy when it comes to buzz building and understanding how younger consumers both consume – and generate media. For P&G, the Gillette campaign is an example of a significant social media initiative. The Razor Guys (selected by winning a contest), traveled the country, did a ton of blogging and microblogging, posting reactions on the company’s microsite along the way and even tossed in some celebrity interviews for good measure. They created a lot of buzz, gave away over 10,000 samples and got the Gillette Fusion brand out there, in front of their desired audience, in a big way.

Creating campaigns that allow consumers to be a part of the brand experience is rapidly becoming a tactic that just makes sense. I think this kind of consumer outreach is but one of many “new norms.” More importantly, positioning your business – no matter what it is, so that you are open to change, and regularly adopting and testing different strategies is a critical component of growth and success. Especially when it comes to new media and a consumer group that is technically savvy and as used to creating their own content as they are consuming it.

August 12th, 2010
by Teri Rogers
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For Target, Animation is a Natural Choice

Target tapped Venice, California-based Motion Theory to do a spot for them integrating animation design into their marketing mix. The spot was designed to showcase the creativity, team spirit and personality of the Target brand in a manner completely different from traditional TV spots.

The “A Better Bullseye” campaign was directed by Motion Theory’s Chris Riehl. Their goal was to create a memorable cast of characters – and a spot that viewers wouldn’t tire of, even after seeing it multiple times. Today’s consumer is easily distracted – or bored – so smart brands and creative shops are using tactics like animation design and creating interactive design experiences in innovative ways.

I love the spot and think they accomplished just what they set out to do. And I also love the fact that major brands are continually looking outside the realm of the traditional and allowing motion graphics firms and 3D animators the chance to showcase their talents – and contribute to the overall brand message – albeit in a different way.

July 22nd, 2010
by Teri Rogers
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Unspectacular Things. They Matter.

Dieter Rams

OK, yes, I love great design. I live in a world driven by design. Fueled by design. And that’s why I love great designers. Watching this film moved me – like the first time I saw film/art from Charles and Ray Eames.

Dieter Rams is a visionary. He was then, even in the early days of working with Braun, as he moved from a focus on industrial aesthetics to aesthetics for the home. And he is now. In his laboratory, the environment was such that new products were influenced by many and ultimately, made better for all.

The world has come full circle – but some things remain certain and true for all time.  The world of design – and advertising – has always been defined by creativity.  But what really defines great work – is collaboration – work that is influenced by many, working seamlessly together, creating a finished product that is better for all.

Rams’ Ten Principles of Good Design are timeless as well — tenants to live by:

Good design is innovative.

Good design makes a product useful.

Good design is aesthetic.

Good design helps us to understand a product.

Good design is unobtrusive.

Good design is honest.

Good design is durable.

Good design is consequent to the last detail.

Good design is concerned with the environment.

Good design is as little design as possible.

In the film, Rams says “The unspectacular things are the important things, especially in the future.” Real word or not — I liked the way that made me feel.

Photo Credit: Abiasag Tullmann