Tag Archives: Digital marketing

“Put your money where your mouth is,” or “Shut-up and drive!”

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It seems unfair for an agency to tell people that they create digital marketing communications without having something of their own to show that. That is why we have tried to create a clean, direct website for clients to see who we are and what we do. Too often we see many of the large global agencies let their websites run wild with too much information and too little real content. That is why we have taken a simple mentality to creating the Newman Partnership, Ltd. site. It tells the simple truths; this is who we are and what we do.

Step 1: What do you stand for?

Audience, SWOT and Maslow

We began developing our layout by thinking about what defined the Newman Partnership, Ltd. We are a 10-year-old company that was created by Lloyd (Larry) N. Newman, a public relations pioneer in issues management and crisis management and was a former partner in a global public relations firm. Our primary focus is digital marketing communications and social media. Our other areas of specialty include market research and public relations crisis management.

As a boutique agency we rely on a large network of talented people that we can bring in on a per-project basis. This means having some of the best independent minds who know their specialty better than anyone and who work from different countries around the world. it also means world-class talent at a fraction of the cost for the client.

Nielsen Norman Group

the Nielsen Norman Group

To reflect this in our website we created a message that was youthful and a color scheme that is inviting. While the website has several fun aspects it still creates a professional cleanness for companies who want to work with us.  We also considered layout for effective content from the F-Shaped pattern for web users.

Step 2: Are you talking to me?

Once we had defined who we were, and how we wanted the rest of the world to see us, we needed to focus on our audience. Our target audiences include automotive, arts, technology, fashion and health-care/cosmetics groups looking to maximize their digital presence while trying to decrease their costs.

When we begin working on any project we start with the same question, “What is the core of your business? And how do you want to let people know that you are there and get them to notice you.” Because Newman Partnership, Ltd. is not only about getting noticed but also making a lasting impact.

Step 3: What are the rest of you thinking?

The Newman Partnership, Ltd. website

The Newman Partnership, Ltd. website

A smart director always buys his competitor’s products. When designing our website we also looked at what our competitors are using. We created an abridged version of the FCB model and how other boutique advertising and communications agencies defined themselves via their websites.

Agencies tend to define themselves using either emotional or rational reasons. Since we consider ourselves a highly creative agency, we chose to focus our website on a combination the emotional appeals of working with a smaller agency with the rational appeals of working with an agency that has a powerful professional history.

Newman Partnership, Ltd. website is now online, and we are available for projects and new clients.

Coming Soon!

Next time we will discuss the first 3 things that you need when you start creating your website.

Flash and HTML – Who will be using your website?

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Having looked at a very brief overview of Flash and HTML, we wanted to shift our focus to looking creating a website design for your needs. Starting next week we will post a series of step-by-step instructions showing how to use Flash templates to create a simple design for your website.

When creating a design strategy for a website, we always ask ourselves the same questions: “Who will be using your website?

  • Are they shopping?
  • Are they a younger generation looking for videos, music or animation?
  • Are you going to use large amounts of data space for Hi-res images?
  • Is your target audience under 30, or over 55?
  • Will people be accessing your website through multiple devices (as iPad and iPhone do not support Flash)?

What do you want your website to accomplish?

  • Are Clicks Per Page (topping Google’s search list) the most important thing?
  • Are you considering linking your website to a search engine for Pay Per Clicks? Especially because a 2009 comScore study showed, “total worldwide search market boasted more than 131 billion searches conducted by people age 15 or older from home and work locations in December 2009, representing a 46-percent increase in the past year.”
  • Are you looking for business or trade relationships?
  • Do you want your clients to return multiple times or do you want them to go from your site to another?
  • Does it need to reflect your company’s corporate or boutique identity?

What is it that you don’t want your website to do?

  • Would you allow third-party advertisements?
  • Is there a certain target audience or stigma that you would wish to distance your company from?
  • Are you planning on creating your website with an agency or a web developer?

Newman Partnership, Ltd. does tend to lean towards promoting the idea of development of a landing page that supports both Flash and HTML. But for most of us of us the cost of creating both websites isn’t worth investment.

Wix.com template

Flash Template from Wix.com

If you are a small company on a limited budget then you might think about buying a template package from someone like Wix.com (Flash) or Templatemonster.com (HTML, CMS, Silverlight, e-Commerce and Flash).

HTML Template from TemplateMonster.com

HTML Template from TemplateMonster.com

Flash users – Musicians, restaurants, creative and advertising agencies, clothing designers, movies, games, illustrators, performers, retailers, local small companies, multinational companies and IT specialists.

HTML users – Retailers, trade or business to business companies, local small companies, law firms, multinational companies, IT specialists, Musicians, creative and advertising agencies, clothing designers, illustrators and performers.

There is no one clear answer of who uses which format. It is a case-by-case basis for what best fits your needs. But if you start by answering the questions above it might make the choices simpler.

Continuing with this post, NP, Ltd. will be showing how to use a template to create a Flash website. We will be using a simple template from Wix.com with some tricks on how to get the most out of your website.

Conversations with a MA Marketing Class – My take-away (part 2 of 2)

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Social Media Life - Workstation

In the spirit of what to take-away from a class, I thought that I would add what I took away from my opportunity. First, the students are smart, eager and interested in learning but students don’t just want to be spoken at, they want to be engaged. Both of my lectures began with questions, “What umbrella brands do you know?” “What individual brands do you know?” “How many of you engage in more than one type of social marketing a day?” It took a few more questions, but the students finally did begin to participate. Nothing was worse in school than sitting through an entire 60 -90 minutes of a professor going on and on about text that no one was going to remember. But once I got the class talking, we had a very interactive a lively discussion about branding and the same with working in digital marketing.

Secondly, I learned that students at University are not a connected as you would believe. At the beginning of my second  lecture I asked the students, “How many of you are using more than one social media network a daily basis?” No one raised their hand. This was a little upsetting because this is where real world experience comes into play. We can all work in a day job that we simply go to and then go home from. But if you really want to rise to the top of your peers, then you must be willing to go the extra distance. We all know this, but I think that at times it is easier for us to get stuck in a rut and forget that. We could think of a new opportunity to promote our clients better, but instead of having brainstorming seasons at the end of the day most of us would rather head-out to the pub at 5:15 pm. That isn’t how you win awards, unless you client is in InBev and you are doing some secondary/participatory market research. I know that I have been guilty of this in the past, and, in England, what I learned is that Stella Artois really is known as the ‘wife beater’ of beers.

But the most important thing that I have come to realize from my recent trip is that there are opportunities everywhere. That you never know whose help you might need in the future, and it is better to keep as many contacts as you possibly can. My second lecture was for a professor who was my advisor during my dissertation, and we never really got along. But I have since learned that if I want to find a way to conduct Market Research on Transmedia Advertising, then he will be a key player to making that happen. So much of the world is about making and keeping relationships that you obtain along the way.

I have been asked back to lecture again, so if anyone has any ideas of what to speak about then I am more than eager to hear from you.

Conversations with a MA Marketing Class – Their take-away (part 1 of 2)

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The London Metropolitan UniversityLast week a member of the Newman Partnership, Ltd. spoke at London Metropolitan University. The topics included working in digital marketing and brand equity.

At the end of both of my lectures, one of my favorite professor’s noted some key things to take-away from the lectures.

For digital marketing my old professor reinforced my warning that digital marketing is a growing and developing field making it a very competitive work place. And how it is important to go online and begin using the tools and monitoring capabilities that are already available to students for free. These tools include: Wayback Machine, Google Analytics, Google Keywords, Google AdWords, LinkedIn, Xing.com and others. And how you need to not only know how to use these services but also to analyze the results. Secondly, that for many people it is truly important to find a field that they are passionate about. Because when it comes down to it we should at least enjoy and feel rewarded by the work that we are doing.

In the brand equity course, where I spoke about umbrella vs. individual branding, my professor friend summarized that there is no “easy answer” when choosing umbrella or individual branding. That each case is decided on an individual basis where the strengths and weaknesses of both options are weighed when looking to launch a new brand or product. Because sometimes brand equity can be hurt a firm if it is too closely related to it. And that individual branding can create safety for the firm if the products brand equity goes South, as it was with Sunny Delight.

Tomorrow we will post what the take-away was for the Newman Partnership, Ltd.