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Google’s I/O Conference

May 27th, 2010 by Categories: Internet Technology, Website Design Tags: , , , ,

Since 2008, Google has been hosting a conference in San Francisco called “I/O” which stands for both “Innovation in the Open” and “Input/Output”. This year’s 2-day conference was rather eventful for application and web developers. Google has become a very large company that spans a wide variety of interests, and it’s because of this that they really packed a large number of announcements and updates into the time they had. Some were fairly large while many were somewhat small so I’ll just run through the highlights.

Google TV

The main concept that Google was stressing was that they are now available on desktop computers and portable devices while the one screen that almost everyone has been completely left out of the mix. They noticed that there’s numerous occasions where people share videos and other things on the Internet with others, and they wondered how great it would be if the content that’s being shared was readily available on your TV.

Simply put, Google TV is a platform for bringing the Internet to your TV. This idea isn’t new, but Google is looking at products that attempted this in the past so that they can learn from their mistakes while providing something new. It also helps that TVs have been greatly improved in terms of size, resolution, and overall quality. Developers will be able to build different plugins & applications for it, and this means that it can be greatly improved and expanded over time. Hardware manufacturers will be able to provide consumers a choice on how they want it integrated into their new or existing setup. Logitech is working on a device that you plug into your TV where you can also plug your existing devices into that box so that you can control them via the Google TV enabled device. Sony is also working with Google TV, but they are building it right into their TVs with no external device required. The scheduled release date is set for sometime this fall.

Android

The keynote on day two was almost entirely dedicated to showing improvements made to Google’s Mobile Operating System, Android. It quickly became apparent that they are in a serious competition with Apple’s iPhone. What’s important is that the ideas they have for how the user interacts with the phone is different from Apple’s view, and they’re executing on them pretty well. For example, their multi-tasking feature allows the full program to simply run in the background while you’re free to do something else, but the iPhone’s multi-tasking will give the developer a few options of which kind of multi-tasking they want to offer so that they only run those specific tasks in the background rather than the full application (there’s pros and cons for both of these methods). You might see that Android is version 2.2 and the iPhone is version 4, but don’t let that fool you. The features that were added when updating from 2.1 to 2.2 can be pretty substantial for some people.

Here’s a few improvements in Android 2.2:

  • Up to 4.5x faster than 2.1 (without needing to buy a new device)
  • Automatic application updating
  • Flash-enabled web browser (something that’s doubtful to ever come to the iPhone)
  • Tethering / WiFi-hotspot (so your computer and other devices can use the Internet connection that the phone has by connecting to it wirelessly)

They’re also making good use of the Internet connectivity. The phone/android device is tied to your Google account (much like how an iPhone & iPad needs to be tied to an iTunes account), but what makes this different than simply allowing music & app purchases is that it allows for information to be pushed out to the devices using that account. The example they gave was that you could be viewing the app marketplace from any web browser while logged into your account, and you could purchase/get an app from the website. The iTunes model would download it to that computer (if it’s one of the 5 activated computers that you’re allowed to setup) and you would then have to plug the iPhone in and sync the whole thing. Android devices are different in that you would be able to “push” that application out to any device you choose so it starts downloading onto the phone in a matter of seconds (no plugging in and no syncing required). This is just one example of their cloud integration, and they did show a few other really clever uses for that feature. Android is maturing into a full-blown iPhone competitor rather quickly, and they’re differentiating it in various ways so that they’re not simply trying to imitate/copy Apple so that it the choice comes down to what you will use it for and how you want to use it.


WebM (Open Web Media Project)

Streaming media sites have become a primary destination for people online over the last few years. As the owner of YouTube, Google can’t help but take notice of this. They also aren’t satisfied with the quality of the experience you currently get while viewing videos or listening to audio over the Internet. Google acquired a video compression technology company, On2, for $106 million in August of last year. The WebM project is the first result we’ve seen of that acquisition as the primary product that On2 made is now open source for everyone to use and help improve. Web browsers are including native support for media playback so that it’s takes less time to start playing, plays smoothly, doesn’t excessively drain battery life, and more. Most video technologies are patent encumbered and that could really be a big problem later on if the patent-holders decide to charge royalties for each video that uses their compression technology. The WebM project will prevent anything like that from happening while providing a generally compromise-free option.

Kurt Zenisek
Lead Web Developer

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Give me the Dish!

May 25th, 2010 by Categories: Public Relations Tags: , , ,

Ellen & Dish NetworksHow do most of you see corporations? Fun, inspirational or creative? Probably more like, stuffy, conservative and safe. Am I right?

So on Tuesday, I’m sitting home working (VPNs are a beautiful thing) and waiting for the plumber and furniture delivery truck to show up. I’m developing a press kit for a client right now, so I’m working on that. And, like most Americans I am multi-tasking. I also have the TV on. At this moment it is Ellen. So, she’s midway through her monologue (after the dancing) and she talks about some fan mail. A fan emailed in that she was unhappy by the fact that Dish Network didn’t include her name in the line up for American Idol when she clicked, Info.

Somehow Dish got wind of this customer’s complaint and Ellen’s announcement of it and within 24 hours changed the listing. It went from Simon and Randy being listed to Ellen being the coolest judge ever! And it went on all day for several days.

You have to admire a very large corporation for being “in tune” and being responsive. Because for the last several days Dish Network has basked in the glory of Ellen’s satisfaction. I don’t care who you are or the size of your advertising budget, the publicity they are getting would have cost them a fortune, would have been contrived and everyone would see through it as an endorsement. Perhaps the PR folks at Dish are so good that it was….

Either way, well done Dish Network, well done. (Whomever (intern or executive) that moved the complaint up the channel needs a bonus or at least a free lunch.)

Shelby Kraus
Vice President, Public Relations
Account Manager
800-728-2656, ext. 125

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HRB Week in Review 5/19/2010

May 19th, 2010 by Categories: News Tags: , , , ,

HRB Week in Review 5-19-2010Another week of fun at HRB.

One of our brand teams was intimately involved in the internal brand launch of a major media client all last week during employee meetings. Re-branding brings up a lot of questions, but overall it was very well received. The video and animation we produced for the event kept the spirit upbeat and sent the participants off on a good note.

A large transportation client had a big public relations announcement last week. HRB supported that effort by putting together a plan, writing the elements and pitching it to the media.

HRB presented a seminar, “Tell Your Story Using the New Public Relations Strategies,” in Cedar Rapids. The group discussed tips and ways to incorporate social media into your public relations program and how traditional PR still has a strong role…you just have more territory to cover.

Our next live seminar will be delivered by HRB Senior Vice President Jeff McEachron in the Quad Cities at 11:30 am on May 20. His presentation, “If You’re Not Blogging -  You’re Missing a Marketing Goldmine” addresses the relationship-building and marketing power of blogging. Blogging is one of the most direct-to-the-consumer communications and marketing mediums of our day. It is unfiltered information coming directly from the company to the marketplace. Jeff is an expert on this subject. You can see for yourself by reading his blog entries on the HRB Website. Jeff will give this same live seminar in Cedar Rapids on June 2.

Our Web work continues to increase so we’re starting work on sites for a new health care client and a regional development agency. We continue to handle ongoing optimization and Internet marketing campaigns for a number of Web clients on a weekly basis.

We have a new graphic design intern from Drake University starting next week. Her name is Allison Maze and she will be a senior this fall. She just returned to her hometown of Cedar Rapids following a semester of college and working for a design firm in London. Welcome to HRB for the summer, Allison.

And, a new intern will be joining the public relations soon to work with PR VP Shelby Kraus and members of the Web team as those two functions continue their growing symbiotic relationship.

HRB President and partner Steve Erickson is a featured writer in the May issue of Edge Business. His piece, “Make your brand the life of the party,” makes a strong and compelling story on how to position your brand to make it attractive to your audience. And, he answers the question “How does a brand actually demonstrate a genuine interest in and engage its audience?” It’s really a good read for those interested in upping their brand game.

We would like to thank the 15 new clients who have joined the HRB team so far this year – clients who look to us to help them build their brands and grow their businesses.

Please take a look at our portfolio to see how we’ve been helping our clients with their marketing efforts.

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8 Tips to Focus Your Limited Media Dollars

May 14th, 2010 by Categories: Media Buying Tags: , , , , ,

Focus Your Media BudgetWant to make your media dollars go further and produce better results? Here are some tips that can stretch your budget.

Don’t Spread Your Budget Too Thin.

I always recommend to my clients that if they don’t have the budget to do it all (and who does these days?), then pick one thing and do it really well.  Selectivity is key.  Pick a medium according to your objectives, your target audience and budget and focus your dollars there.

Frequency is Important.

It’s better to have great frequency in one medium rather than spread it over several mediums and not reach enough people.  It takes an average of three or more exposures to an advertising message before consumers take action.  One way to increase frequency is to add more insertions, more commercials, double spotting (running two announcements in the same program) or more of whatever it is you’re using.  Frequency is used to change customer behavior.

Other Ways to Focus Your Media Dollars.

Radio – Schedule your commercials during dayparts where your target audience is listening.  Note listenership drops off drastically after 5 pm.  Be careful not to schedule your commercials to air Monday-Sunday, 6 am-12 m, which we call ROS, or Run of Station.  It costs less to run a schedule this way, but you’ll end up getting the left over inventory in time slots with few listeners.  By targeting the dayparts with the highest listenership you will reach more people.  You will pay more to do this, but in the end you will have a more cost effective buy.

TV – Choose programs where your target audience is watching.  The ratings will show you what the highest rated programs are.  Don’t buy a program just because it is inexpensive.  Concentrate commercials within a few programs instead of several to gain more frequency.

Cable – I like to schedule some commercials Monday-Sunday, 6 am-12 m to gain frequency.  The remainder I schedule in specific prime programming.  I rely on the ratings to determine the highest rated programs that my target audience is watching.  Don’t spread your commercials over too many networks, choose the highest rated networks for your target audience.  Again, going for frequency.

Online – No advertising medium can match the targeting ability found online.  So instead of running your online advertising ROS (run of sight) choose specific positions on specific pages that target your audience.  Always try to position your ad above-the-fold, which is any area of a web page that can be viewed without scrolling down.  Sponsor an e-newsletter.  They are usually exclusive to one advertiser so you would get 100% of SOV (share of view).  People are subscribing to these so you know they want to receive them.  Keep in mind that these examples may be more expensive than ROS, but they will be more targeted and more effective.

Take Advantage of Value-Added Opportunities to Extend your Dollars.

Not only can you focus your media dollars but you can extend them by obtaining value-added opportunities.  Value-added means ad or editorial freebies given to you for running your advertising with a particular medium. This may be news/weather ten-second billboards on radio…..or could be an online banner ad or a sponsored feature…..or special positioning in a magazine or newspaper … anything to further your exposure without having to pay for it.  Something new I’ve been negotiating for my cable clients are “taggables.”  These are twenty-second pre-recorded promotional spots with a ten second tag with the advertiser’s name/logo directing the viewer to watch a specific show.  Don’t be afraid to ask.  I can usually generate about 20-30% of the budget in added value.

Negotiate, Negotiate, Negotiate!

Always negotiate!  Everything is negotiable!  Sales reps are hungry for your business.  You can negotiate lower rates, bonus commercials/ads, narrow time periods to gain more impressions, preferred positioning of print & online ads, etc.  Don’t be afraid to ask.  You’ll be surprised by what you can get just by asking!

These are just a few tips to help in your day-to-day media decisions and will result in more efficient media buys.

Denise Hesser
Media Manager
800-728-2656, ext. 500

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Your Brand is an Iceberg. Why Graphic Design is Important to Your Brand.

May 12th, 2010 by Categories: Branding Tags: , , , , ,

Your brand is an iceberg.We’ve all seen the movie “Titanic,” right? Maiden voyage, big chunk of ice gets in the way, Leon DiCaprio and the ship sink slowly to the ocean floor. You know the story. The villain in that movie was the iceberg which, considering the possible outcomes, the ship’s captain obviously didn’t respect enough to slow down and consider. It wasn’t the part of the ice he could see that did them in, it was the 85% that’s beneath the surface.

That iceberg is a good analogy for your brand. The graphic elements like your logo, ads, brochures and website represent the most visible part. They provide the visual indicators of the personality, scope and category of your company … the elements that can be easily seen. But its all those other aspects of your brand, sales and marketing, workforce, customer relations, products and services, response and delivery time etc. which represent your entire brand.

With this in mind, it is important to consider this “total mass” when developing design for a brand. Good brand design hinges on a clear understanding of how the product or service works, the primary audiences and how they make their purchasing decisions, how the sales cycle works and a complete comprehension of what the company stands for, its mission and purpose. In other words, before starting the work of design there should be a lot of “looking below the surface.”

What about the competition? Who are they? How does your company, product or service differ from others? How are you perceived? How do you want to be perceived?

By taking the time to reveal all of this detail, you have given the design team valuable insight to help them design an identity that best represents your total brand and speaks to your most critical target audiences. It helps avoid the painful rework that is inevitable when information is shared randomly during the design process. And most importantly, it will help give that other 85% of your brand more buoyancy, strength and longevity.

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The annual migration begins

May 10th, 2010 by Categories: Branding Tags: , , , , , ,

The annual migration begins

Well, it’s that time of year again, when the Northern Right Whale migrates to their summer feeding grounds in the Bay of Fundy. For those not addicted to the Animal Planet channel, Spring also brings college graduation … when after four, or perhaps more, years of paying tuition, students start their forced migration from academia into the “real world.” Some of them are hoping they’ll become the next Lee Clow, Sandy DerHovsepian or Don Draper by landing their first agency job. Probably not as much as their parents though.

Here are a few tips I can offer those eager young souls looking to enter the ad biz:

A traditional 8 1/2 x 11” resume that touts your good grades and proudly mentions that you were captain of the Pom squad won’t get you an interview. Neither will a portfolio that shows you know the difference between serif and sans serif type, can use the “posterize” filter in PhotoShop or can write a headline for the Greek week dance poster. Those things got you out of college but won’t get you in to an agency.

Think of creative directors like that attractive classmate you most wanted to notice you and impress in Psychology 101. There were 200 students in that lecture hall every class. How can you stand out, look intelligent, clever, hard-working … someone they want to be around? In other words, how can you introduce your personal brand to them?

Remember what you’ve learned in college, then engage your brain. Think about something you’re most passionate about and understand well, like perhaps kayaking. Or maybe your favorite local coffee shop. Then create your own spec campaign … and show how it would work across multiple media platforms, from print, outdoor or the web. And write a brief rationale as to why you believe your campaign will work. You’ll have shown your prospective employers you know how you think. Remember, that’s what they pay people for.

Be personal. Find out who the Creative Director is and how to spell their name correctly. Letters addressed “To Whom It May Concern” quickly end up as paper airplanes or in the recycling bin. Write a personal note to the Creative Director (yes, ink on paper), introducing yourself in a friendly, professional tone. Be sure to give some hint that you’ve at least gone to that agency’s website to see their client list and work samples. Follow up in a couple of weeks with another letter, and ultimately a phone call.

When you get that interview, remember, as much as you may want the job, it really isn’t all about you. Ask questions … about the company, their clients, how they got in the business, and any tips they may have for you. The agency business is for curious and engaged people so why not start making them believe that’s you right away? First impressions are huge. Besides talent, agencies want people with genuine passion and enthusiasm for the biz. If they see you as someone unwilling to commit to more than 9-5, you’ll have a lot of unproductive interviews.

Be patient. As our economy slowly reawakens, it may take some time to find an agency willing or able to commit to a full time position. Maybe part time or hourly will work best for them at first. In the meantime, you’ll have an opportunity to prove yourself. Don’t overlook taking an entry level position. Unless your father is the chairman of IBM and would take his account to any agency that hires his offspring, you’ll probably be at the bottom of the totem pole when you start. No problem. The only way is up then, right?

Finally, when you get that job, you’ll get a job description. But don’t be afraid to stray from its “borders.” Learn everything you can about every department, every job function in the agency. You’ll build an understanding of the business that will only make you more valuable to your employer. And to the next one that discovers how talented, hardworking and enthusiastic you are.

The migration path of change and learning in this business is a never-ending but very rewarding one.

Steve Erickson
President, Creative Director
800-728-2656, ext. 126

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HRB Week in Review 5/10/2010

May 10th, 2010 by Categories: News Tags: , , , ,

Fast and furious! That was the motto last week at HRB.

An HRB Web client took our relationship to the next level when they asked for our help to launch and promote a new product. The product will be rolled out statewide this summer with meetings and a mass media campaign. We are developing direct mail, emails, print ads, radio spots, a video, handout kits, press releases and presentation materials. It’s a quick turnaround but we’re up for the challenge and excited to work with this great bunch of people.

A large Cedar Rapids based client in the transportation industry kept us busy last week with a number of projects. A significant leadership change in the organization took place and HRB helped to communicate the news to both local and trade media. We also put the finishing touches on the internal communications pieces and sent them into production.

People are registering for the May 20 HRB live seminar in the QC – If You’re Not Blogging – You’re Missing  a Marketing Gold Mine, presented by HRB Web guru and Senior Vice President Jeff McEachron. The presentation will be held from 11:30 am to 1:00 pm at the Quad City Area Realtor Association, 1900 State Street, in Bettendorf. Jeff gives the same presentation on June 2 at the Skywalk Group in downtown Cedar Rapids.

Our live seminar series on Web and marketing topics is presented each month in the Quad Cities and Cedar Rapids. Upcoming topics include: 5 Steps to a Fresh New Brand in Less Than 30 Days, Social Media Success Stories – Do You See Yourself Here?, Strategic Planning for Business and Marketing Success and The Value of Design in Brand Identity.

Research is underway for a new healthcare client and a project timeline is in place for work to begin this week.

Rolled out a new brand to the internal audience of a large regional media company. Next step – going public with the new brand.

Jim Thebeau
Partner/CEO
800-728-2656 ext. 121

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What’s the Right Way to Update?

May 6th, 2010 by Categories: Internet Technology, Website Design Tags: , , ,

Keeping computers and devices up-to-date with the latest software is almost always more work than what’s necessary for the user. Some computer software requires you to visit their website to re-download the program while some include a custom software update program that doesn’t actually install it and instead forces you to click “next” 2-3 times, wait, click “next” again, and finally click “finish” (and the developer is hoping that you didn’t see that checkbox for the toolbar that you would never want to install that’s nearly impossible to remove completely if installed on accident). This history of disruptive user interface and overall kludgey-ness has forced people to consider waiting until more substantial updates are released, skip the next version or two, or disable the “check for updates” feature entirely. This isn’t how this system should work, and there’s some developers that actually understand and address this issue so the user doesn’t feel burdened that they’re getting a newer & better version of their software.

Mac users might have used an update framework named “Sparkle” that approaches this common nuisance in a way that alleviates most of these problems. It’s so unobtrusive that users don’t actually know what it’s called unless they actively look it up. Sparkle is available for developers to include in their applications for free so it’s widely used, and therefore a very familiar experience when updating any of the applications on your computer even though they might be made by different people. It offers the user the ability to set the frequency that it checks for updates, and when there’s an update it shows a very concise preview of what is going to change if you install the update. It makes it really clear as to why you might be interested in keeping it up to date at a glance. Once the update is downloaded, you’re able to choose when you want to relaunch the application (if it’s already open) to finish the update process so it doesn’t intrude on anything that you might be doing.

Web browsers have yet to unify the way that they’re updated, and this can really impact the way that websites are designed and created. Website design and programing is at the mercy of the least capable web browser that the users view the site in. This really hinders the capabilities that a website has at it’s disposal. Web technologies can only evolve as fast as the web browsers that access them. This can be really limiting if there’s a need to tailor to users that are running programs from 10 years ago, because at that point the website can only do what was possible 10 years ago.

Internet Explorer (IE) is set up so that the user needs to proactively go out and download the update for the new version. There’s some IE  users that simply don’t update it and don’t get the new version until they buy a new computer. They might jump from version 6 to 8 while getting that new computer, but that’s a time span of over 7 years between the release dates of those two versions (late 2001 – mid 2009). Safari uses Apple Software Update that prompts you when there’s a new version available, and only requires you to click once to start the update and once when it’s done. Meanwhile, Firefox and Chrome taken it a bit further and have started to make updating to the new version automatic. The user simply opens their web browser to find out that they have already updated, and are now using the most up-to-date version. It does ask if they want to update if there’s a substantial user interface change involved so that the user doesn’t open their web browser to find out that the new version looks completely unfamiliar to them. This process doesn’t require any effort or knowledge of computers on the user’s part and yet it gives them the best experience while accessing the Internet, and also allows designers and programers to make use of newer and better technologies that will only increase the enjoyment of the user.

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If you’re interested, this article was the reason that I wrote about this and has some interesting statistics on the updating habits of the users for each web browser.

Kurt Zenisek
Lead Web Developer

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