Idea Lab

THE 411 ON VIDEO MARKETING

By: Chelsey Tupper, director of marketing communications
Video marketing is hot and getting hotter. I’m sure you’ve heard it a million times over, but you’re about to hear it a million and one times: If you’re not using video as a marketing tactic, then you’re behind! The rise in popularity of video marketing happened so quickly that now it seems consumers are inundated with video, but when you think about it, the use of video isn’t really that surprising. Tugging on the emotional heartstrings of your target audience is one of the best ways to convince them to buy, and video does an excellent job with this when compared to print ads because of the very nature of video. Through video, it’s much easier to ignite emotion within consumers, which is of utmost importance when trying to establish a relationship with them.

At Ideaworks, we’ve been busy with a variety of video projects for basically all of our clients. Each project varies a bit from technical process videos to feel-good values videos, and we’re also trying to incorporate more video work on our own blog and social media pages. Our entire content team works side-by-side with one of our designers who specializes in video editing to produce quality productions that look great and achieve their targeted objectives.

It will be interesting to see how video marketing continues to grow in the years ahead, but one thing is certain – it surely isn’t going away; if anything, it’s gaining momentum and becoming even more creative and interactive that ever before.

Below are the 10 things you need to know to grasp the 411 on video marketing and why you need to utilize it NOW!

  1. Video boosts conversions and sales: When product videos are included on websites, they can help boost sales conversions by 80%.
  2. Video shows great ROI: Even though video production is not the easiest nor cheapest task, it pays off big time. In fact, studies show that 76% of businesses agree video provides an excellent ROI.
  3. The quality of the video doesn’t matter as much as its content: The latest research shows consumers are mostly put off by videos that don’t explain the product or service clearly enough. Low quality and poor design didn’t matter nearly as much, but don’t discount design entirely. If you need some assistance with your design efforts, please give us a call!
  4. Thirty-three percent of tablet owners watch about an hour of video on their devices every day, and 28% of smartphone users watch a video on their devices at least once a day.
  5. Seventy-eight percent of people watch videos online every week, and 55% of people watch videos online every day.
  6. Fifty-nine percent of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video.
  7. Using the term “video” in an email subject line boosts open rates by 19%, increases click-through rates by 65% and reduces unsubscribes by 26%.
  8. Ninety-three percent of marketers use video for online marketing, sales and communication.
  9. Video creates trust: The whole concept of content marketing is based on trust and creating long-term relationships. People do not want to be sold to; instead, they crave interesting and useful information.
  10. Google loves video: A vast amount of research suggests that videos increase the time spent by visitors on websites. Thus, longer exposure builds trust and sends the signal to search engines that there is good content on said site. Actually, according to Moovly, businesses with embedded videos on their websites are 53 times more likely show up first on Google.

Sources:

https://blog.hubspot.com/marketing/2017-year-of-video-marketing

https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/

Image source:

https://artplusmarketing.com/social-video-marketing-strategy-an-infographic-73ecfa09811b

THE VALUE OF MAKING YOURSELF VALUABLE

Take a few seconds and think of an item or experience you value. What popped into your head? Why? Do you value this particular thing because it was given to you by someone you love? Do you value this memory/experience because it played a huge role in shaping who you are today? It probably wasn’t too difficult to think of one or even several items or experiences you value. As humans, we seem to place a value on everything, whether it’s positive or negative; we might do this consciously or subconsciously. In the same way that we place a value on possessions or experiences, we also do this when it comes to colleagues and professional relationships.

Years ago, marketing and advertising agencies enjoyed a special kind of monopoly that has since disappeared thanks to the advent of the internet. Agencies didn’t have to concern themselves with competition from websites offering less expensive prices for graphic design or “marketing” services. However, now, we do, and with that comes the need to make ourselves even more valuable to clients than ever before. Let’s face it, if clients don’t find value in the services we provide, the relationship is over.

You might be thinking, “Well, of course I am much more valuable than some website,” but are you really? Do you stay up-to-date with current trends, which change as rapidly as the weather? Do you read any marketing article you can get your hands on – even if it isn’t necessarily the area in which you specialize? Most importantly, do you take the time to research, read and learn all you can about your clients’ businesses/industries? If you answered “yes” to each of these questions, then kudos, you’re right on track. If you answered, “no”, then it’s time to change.

While it’s important to stay updated on all things marketing so you can suggest the best strategies and tactics to clients, nothing is more valuable than when you approach your client with a trends report or an article discussing a topic pertinent to the industry in which they serve. This not only shows you have your client’s best interest at heart and want to see him or her succeed, but it also places a value on your relationship with said client – a value that is invaluable in this day and age. Any agency is going to welcome new clients on board and sell, sell, sell its marketing services, but those agencies that take the time to know and study their clients’ businesses and industries are the ones who will easily differentiate themselves amongst the competition.

Any possession, experience, relationship or service that you regard as being valuable is actually invaluable, i.e. you still wouldn’t give up said item even if offered millions of dollars. As a marketing professional, this is how you must be viewed by clients because you must become an incredibly valuable asset to them in order to establish those invaluable relationships that are key to your business success.


Chelsey Tupper, director of marketing commun
ications

 

FROM MY PERSPECTIVE: GROWING AS A WOMEN-OWNED BUSINESS

Earlier this month, individuals around the world recognized International Women’s Day, celebrating the many commendable achievements and advancements women have made in the workforce and beyond. As I reflect on International Women’s Day and what it means for Ideaworks, I am grateful for the opportunities we have had through the years to grow and develop as a WBE-certified women-owned business.

This year marks our 20th year in business, and it is an honor to work with such a talented group of career-minded women, including Ideaworks’ president & CEO Donna Hansbury, vice president of creative and operations Patty Pugh and director of marketing communications Chelsey Tupper. Together with these ladies and the rest of our talented team, we have dedicated ourselves to delivering the best marketing and creative work for our clients. Our entire team showcases attributes that I believe are crucial to have not only in a women-owned business but any business enterprise. Characteristics like sheer talent, respect for one another’s unique abilities, and a willingness to work hard, dive deep and actively immerse ourselves in each client’s industry. These are the qualities that make our agency valuable to our clients and competitive in today’s ever-changing marketplace.

It’s an honor to have built this business and team with my fellow female executives. While I am especially reflective as March comes to a close, I am genuinely grateful year-over-year that Ideaworks is a women-owned business, dedicated to solving clients’ most pressing marketing challenges with innovation, creativity and an exceptionally talented team.

Judy Steve, owner

GEMWORX HITS THE TRADESHOW FLOOR AT CATERSOURCE 2018

Each year, thousands of catering and event professionals take to the floor at the award-winning Catersource Tradeshow, during which the industry’s best showcase delicious food, innovative products and solutions for caterers, event planners and the like.

This year, our president & CEO, Donna Hansbury, director of marketing communications Chelsey Tupper and marketing communications manager Alyssa Zekoski had the pleasure of unveiling Ideaworks’ own innovative solution at the tradeshow, held in Las Vegas, NV, in February.

At the show, Donna, Chelsey and Alyssa introduced our powerful new catering marketing platform, gemworx, to eager show attendees. Donna’s brainchild, gemworx was built with a deep understanding of the catering market, as Ideaworks has a longstanding history of creating marketing collateral for this industry and an understanding of the unique challenges event professionals face.

What is gemworx?
Gemworx is a powerful, subscription-based online marketing platform built for caterers of any size that will officially launch in April. It is designed as an innovative tool that affords caterers the ability to create customized marketing collateral and event materials in a matter of minutes. Subscribers simply select a design from an extensive collection in the gemworx library, then customize the content with their own logo, photos and the like. Caterers can then download PDFs of their collateral or place an order for printing.

What does a gemworx subscription give caterers access to?

  • Hundreds of professionally designed tools and materials created specifically for catering businesses
  • Marketing tools that individuals can customize with their brand identity and information
  • Operational items like item identifiers and table cards that can be easily personalized
  • Themed collateral that caterers can use individually or as an entire campaign
  • Revenue-generating materials like invitations and save-the-date cards that event professionals can sell to their customers
  • Marketing resources like white papers and tip sheets to maximize caterers’ marketing efforts

Preparing to launch
In the months leading up to the tradeshow, gemworx preparation drew our team even closer together, as each and every Ideaworks employee was actively involved in seeing to it that tradeshow materials and gemworx collateral were properly written, designed and delivered – all with industry trends and best practices in mind. When it came time for Donna, Chelsey and Alyssa to depart for Las Vegas, our team was confident that the hours put in would be worth it, bringing back new leads and exciting opportunities to grow our business even further. And they found that their beliefs held true.

The hustle and bustle of the tradeshow floor was invigorating, and Donna, Chelsey and Alyssa spoke with a number of interested caterers and event professionals who expressed genuine interest in obtaining gemworx subscriptions once the site officially launches. Many have already scheduled demonstrations to understand the platform’s full capabilities. Attendees also offered valuable feedback and suggestions for other resources that we have since added to the gemworx portfolio. “It was fascinating to unveil gemworx on a national level to some of the most distinguished caterers and special events professionals in the industry,” remarked Donna.

Exhibiting at the show also meant that our team was able to connect with industry greats, a highlight for Chelsey. “I loved networking with some of the industry’s bests,” she said. “I truly feel like Ideaworks will reap a huge benefit from attending the Catersource Conference and Tradeshow.”

Among other highlights, the team was able to enjoy an array of delicious cuisine on the tradeshow floor while also networking with other industry professionals. “It was an excellent opportunity to better understand the catering world,” Alyssa said. This will only help to make gemworx even more successful in the months ahead.

Click here to schedule a demonstration and see what gemworx can bring to your catering or event business.

GPS MARKETING: A SIMPLIFIED APPROACH TO CREATING A MARKETING PLAN YOU WILL USE – NOT LOSE

“If you don’t know where you’re going, you’ll end up someplace else”: A powerful statement by Major League Baseball legend Yogi Berra, and one that holds true when creating a marketing plan. Oftentimes, creating a well-thought-out plan is a daunting task, and the end result is a massive document laden with lofty goals that might not accurately address who you are as a company, where your strengths and weaknesses lie, where you want to go and perhaps most importantly, how you are going to get there.

Built from years of industry experience, our team developed GPS Marketing: A Simplified Approach to Creating a Marketing Plan. This is a powerful tool that helps turn any small or large business’ ideas and visions into an easy-to-use, actionable marketing plan. Ideaworks president & CEO, Donna Hansbury, delivered a presentation on GPS Marketing to catering and event professionals at the annual Catersource Conference & Tradeshow, held in Las Vegas, NV, in February.

Upwards of 75 catering and event business owners packed the Emperor’s Ballroom at Caesar’s Palace for Donna’s 8 a.m. GPS Marketing presentation at Catersource, where director of marketing communications Chelsey Tupper and marketing manager Alyssa Zekoski greeted attendees and handed out takeaway marketing plan workbooks. The crowd was a diverse one: seasoned event professionals with years of experience looking to refine their existing marketing efforts; eager young caterers looking to develop an actionable plan on a shoestring budget; and long-time Ideaworks clients there to support our team.

The GPS Marketing presentation and takeaway workbook is broken into five key areas, including:

  • True North: Where a business must conduct an honest assessment of where it is in terms of its market, customers and competition. The section includes sample questions business professionals should ask themselves, a simple grid to conduct a S.W.O.T. (strengths, weaknesses, opportunities and threats) analysis and more.
  • Route: Where business professionals want to go in order to grow their companies and increase profitability. Professionals are asked to take this step after they have determined who they are as a company. The Route section propels individuals to establish S.M.A.R.T. (specific, measurable, attainable/achievable, relevant and timely) goals using a template that separates what they want to achieve, how they measure their success, what actions are taken to achieve the goal and the timeframe needed to complete it.
  • Navigation: Where a business determines how to get where they are going through the use of strategies (the “map view”) and tactics (“the turn-by-turn” perspective). Strategies are determined by setting a reasonable expectation for producing a desired outcome, e.g. “Communicate with clients at least 12 times per year to engage them and encourage new business referrals.” Tactics are the specific actions you take, e.g. “Email a monthly newsletter to clients featuring blog articles. Include links to the blog, social media sites and upcoming events.”
  • System Display: Where a business determines what they want to say and where, i.e. the messaging and mediums. The section includes mediums for consideration, like loyalty programs, e-mail marketing, public relations efforts and QR codes. Tips are also provided so businesses can craft appropriate messages for their target audience that add value to their lives.
  • Expense Report: Where a business develops its all-important budget. This is where professionals must determine what they can afford to do without putting their company’s financial health in jeopardy. A marketing budget calculator is included for use.

Upon concluding her presentation, Donna answered a number of questions and received excellent feedback from attendees on the Catersource app. One young event professional even noted that Donna’s presentation was one of the best she’s ever attended at a conference of this kind, and said that the GPS Marketing booklet was the best takeaway she’s ever gotten from a presenter.

Donna left her audience with a valuable piece of advice echoing Benjamin Franklin: “If you fail to plan, you are planning to fail.” This is a powerful statement that professionals in all industries should take with them as they grow their craft and chart their own course in the business world.

Click here to view the GPS Marketing presentation.
Click here to download your GPS Marketing workbook.

VIVA LAS VEGAS: IDEAWORKS ATTENDS CATERSOURCE 2018

Las Vegas, NV: Arguably, it is one of the most vibrant resort cities in the United States, characterized by its flashing lights, world-renowned food and a lively, distinct culture all its own. This past February, our president & CEO, Donna Hansbury, director of marketing communications, Chelsey Tupper, and marketing communications manager, Alyssa Zekoski, traveled to this spirited city to attend Catersource, a premier conference and tradeshow for catering and event professionals. The team celebrated much success while on the trip, and found that their Catersource 2018 experience was much like the city of Las Vegas itself – bringing with it bright business opportunities; the chance to try unique cuisine from the industry’s best; and the opportunity to better understand the unique culture of the catering and special events industry so we can make our new catering marketing platform, gemworx, even more relevant to event professionals’ needs.

Donna, Chelsey and Alyssa stayed at Caesar’s Palace, where a number of Catersource events were held, including educational sessions and a presentation from our own Donna Hansbury. Several months ago, Donna was asked to join other distinguished professionals and present at Catersource for the third time, which she enthusiastically accepted. In her presentation, entitled GPS Marketing: A Simplified Approach to Creating a Marketing Plan You Will Use, Not Lose, Donna discussed simplified steps attendees could take to make the process of creating a marketing plan less daunting and more streamlined.

The GPS presentation was incredibly well-received, so much so that one of the conference attendees said it was one of the best she’s ever attended, and that the workbook handout was the greatest takeaway she ever received from a conference.

The team exhibited at the Catersource Tradeshow on Tuesday, February 20th and Wednesday, February 21st, unveiling our new catering product, gemworx, to tradeshow attendees. Gemworx is a powerful marketing platform built specifically for caterers of any size. Among other benefits, the platform:

  • Saves caterers time and money marketing their business
  • Provides subscribers access to cutting-edge marketing collateral without the expense
  • Offers the ability to customize selected catering and event resources with one’s individual brand identity
  • Lets caterers/event professionals easily personalize materials to meet their customers’ needs
  • Allows for easy differentiation of one’s business with professionally-designed materials like brochures, postcards, business cards, social media post examples and best practices, blog ideas, etc.
  • Provides the ability to generate additional revenue with items caterers’ customers need, like printed menus, invitations, save-the-date cards, table numbers, place cards, item identifiers, etc.

Many attendees spoke with Donna, Chelsey and Alyssa about gemworx and scheduled demonstrations to learn more about what it can do for them. They also shared valuable feedback with the team that we are using to enhance our gemworx offerings. Gemworx will officially launch in April.

The team tasted several delicious dishes that were freshly prepared on the tradeshow floor, including grilled pepper salmon, chilled kale-broccoli salad with fruit, crispy chicken hors oeuvres and more. Chef Marcus Samuelsson, head chef of Red Rooster in Harlem, NY, and a featured judge on Food Network’s Chopped, was also in attendance, and Alyssa had the opportunity to meet with him, tasting some of the cuisine he prepared alongside U.S. Foods.

“It was such an incredible experience to attend Catersource for the third time in my career,” said Donna. “On top of being a presenter, it was fascinating to unveil gemworx on a national level to some of the most distinguished caterers and special events professionals in the industry.” Chelsey had this to say about the experience, “I have always wanted to attend Catersource, and it was such a great experience being able to represent Ideaworks and introduce gemworx. I loved networking with some of the industry’s bests. I truly feel like Ideaworks will reap a huge benefit from attending the Catersource Conference and Tradeshow.” Alyssa added, “Not only did Chelsey and I get to watch Donna deliver an inspiring presentation to catering and event professionals, but we were also able to speak with those individuals one-on-one at the gemworx booth, which will help us tailor our new product to their specific business needs.”

In all, the trip was a wonderful opportunity for Ideaworks to share our marketing expertise with industry professionals and make a new mark on the events industry by unveiling a product that will streamline caterers’ marketing efforts. We look forward to all that is to come for gemworx in the years ahead!

IDEAWORKS MARKETING PROMOTES BRIAN LEONARD TO CREATIVE DIRECTOR

Ideaworks is proud to announce that Brian Leonard was promoted to creative director at the agency. Brian started at Ideaworks in October as a senior designer and has quickly become a valuable asset to the team. His leadership qualities, coupled with his keen creative eye, has made him the perfect fit for this role.

Donna Hansbury, president and CEO of Ideaworks, said, “When looking at the future of Ideaworks, I felt strongly that with Brian’s solid design skills and creative direction, that he would be the perfect fit to help our agency grow and develop our creative team even further.”

Before joining Ideaworks, Brian exercised his entrepreneurial spirit by opening and owning a design and marketing agency. His professional history also includes time spent at Envisage Information Systems in NY as a senior graphic designer where he led a small team of creatives working on digital and traditional marketing and advertising. Brian was also employed by Maines Paper & Food Service where he was hired as their sole graphic designer. While there, Brian gained experience in the corporate world, working with many different internal and external clients. Maines subsidiaries he worked for included retail, national sales, digital hiring platforms, digital training platforms and digital marketing. Brian graduated from SUNY Oneonta in 2009 with a bachelor’s in computer art.

“I am very humbled and excited to take on this amazing role at the agency,” stated Brian. “I can only hope that my years of professional experience and design background serves the company well and that I will be able to help guide our team forward. I have been fortunate enough to work side-by-side with some great leaders and hope that I can provide the same mentorship and camaraderie I have experienced throughout my career. Ideaworks and our clients are going to be trendsetters!”

WELCOMING GRAPHIC DESIGNER ELISHA CAPIE ABOARD!

We are proud to introduce the newest member of the Ideaworks team, Elisha Capie. Elisha joined the team in February as a graphic designer. Learn more about Elisha by reading her bio below:

Elisha Capie
Elisha Capie is a self-proclaimed “Constant Creative.” She studied both graphic design and advertising at Luzerne County Community College, as well as at the Columbus College of Art and Design. Elisha is also a professional artist, working under the name Capie Creative, creating illustrations and chalk art in her spare time. Having these talents in her creative toolbox allows her to provide even more flair to her design work, which she feels is her strong suit. She also enjoys upcycling discarded, unloved and broken-spined books into new works of art. Elisha was born and raised in the coal valley but has also lived in Ohio and Florida. She has worked, and still collaborates, with some tremendously creative minds, and says that she, “has always found something to learn from everyone [she’s] met.” Elisha added, “The world is an amalgamation of experiences, and I hope to spend my days collecting those experiences.” Elisha is looking forward to applying her workhorse-like, creative energy into her new professional home at Ideaworks while collaborating with and learning from her creative counterparts.

Download Your GPS Marketing Resources!

 

Recently, Donna Hansbury, President and CEO of Ideaworks, presented at the Catersource Conference in fabulous Las Vegas, NV. Her presentation, entitled GPS Marketing: A Simplified Approach to Creating a Marketing Plan You Will Use, Not Lose, discussed simplified measures you can take to design a marketing plan that will help grow your business.

Her presentation generated much positive feedback, and she received many compliments from attendees!

Below are the resources Donna discussed in her presentation that are available to download. If you have any questions, please don’t hesitate to reach out to her at donnah@ideaworks.marketing.

Click here to download the GPS Marketing Plan Marketing Budget Calculator Spreadsheet.

POP! The next issue of Dazzle has arrived.

We’re excited to present Ideaworks Marketing’s latest issue of Dazzle, our award-winning agency magazine. We sincerely hope that you find this issue to be intriguing, informative and inspiring, as we have worked hard to feature relevant marketing topics that will be of interest to you while also sharing some of our recent endeavors. A few articles in this issue include:

  • 7 Tips for Stronger Client Relationships,” a recap of a presentation our director of marketing communications did for a group of local college students (pg. 5)
  • “Researching Trends, Delivering Solutions,” a look at our newest initiative for our charity of choice, Blue Chip Farm Animal Refuge in Dallas, PA (pg. 6)
  • “The Dialogue Age of Marketing,” this issue’s feature story (pg. 10)
  • “Life @ 197,” a light-hearted look at what’s new with our team (pg. 18)

Please click here to read the issue, and don’t hesitate to reach out to us if you have any questions or feedback for our team. Further, you can email chelseyt@ideaworks.marketing if you would like to request copies of the presentations or materials that are mentioned.