-
Let's Talk About Stuff.
Our Blog
Our goal in posting our blogs is three fold: To introduce timely industry news that is relevant to our clients; to post items we find interesting and entertaining, and finally, to give you a glimpse of TSW US “Behind the Curtain”. We take the business aspects of what we are doing very seriously, but we like to have fun, hopefully that shines through here.
Our Blog is a puzzle being assembled. Sometimes the individual pieces of the puzzle don’t look like the whole picture once completed – You have to keep adding pieces one at a time to make the image clear. We hope you keep coming back to see how the TSW US puzzle takes shape.
Cocktail Friday: Celebratory Wine
When it comes to new experiences, companies can also partake in change. Rebranding is a marketing strategy where an established company or organization changes their appearance with a new name, term, symbol, or a combination of the options. They do so with the intention of developing a new and different identity among the minds of consumers, investors, competitors, and other stakeholders. Normally, radical changes to a brands logo, name, image, marketing strategy, and advertising themes occur.
A successful example of rebranding would be Apple. It is said that Apple has possibly one of the best rebranding stories of our era. In the early 1990s, Apple was suffering from low sales, low consumer interest, and competition was taking consumers away. These were issues until Steve Jobs took over the company in 1997. Jobs presented an image of minimalism and modernity. He did this with new innovative products and a series of advertising and marketing campaigns that focused on experiences as opposed to purchases. Through this, they were able to attract a new, diverse customer base. A little change and introspection can be healthy and exciting. Whether its the thrill of traveling to a new country or the excitement of reinventing your brand, new experiences are valuable exercises in learning and growth.
Getting on the Bus
Here at i-transact, we speak metaphorically about getting on the bus a lot. The bus could be the company, your current role or a new one. It could even represent taking ownership of a project or client needs. We love the idea of stepping up and into a bus that can take you anywhere.
You get it, right?
But not all jobs or companies foster an environment like this for employees. Not all employees desire this type of environment. Being "on the bus" in a sales role also might look very different from being "on the bus" as an accountant. We understand this. Everyone is allowed to choose how being "on the bus" might look for them.
We also know that no one can be forced on or off the bus and that's ok too. If you've ever been to one of our company events, it's obvious those of us "on the bus" are having one hell of a time!
So join us or don't. But should you decide to get on the proverbial bus, it may just turn out to be a rocket ship (we're from Houston and we own it. So what?). You'll also end up having a ton of fun along the way.
Cocktail Friday: John Daly
The Masters Tournament is also known as The Masters or The US Masters. It is one of the four major championships in professional golf. The Masters is normally scheduled for the first full week in April and is the first of the majors to be played each year. The Masters is held each year in the same location at the Augusta National Golf Club which is a private golf club in Augusta, Georgia.
The tournament prides itself on being, a tradition unlike any other. Beginning in 1956 the tournaments host, Augusta National, secured a series of one-year TV deals with CBS. Sponsorship is important when it comes to the tournament. The terms of each sponsor agreement arent disclosed however, sponsorship analyst IEG has calculated the total annual global contribution to be near $18 million. Some well-known sponsors include: AT&T, UPS, Mercedes-Benz, and Rolex.
Cocktail Friday: Gin and Tonics
Its Cocktail Friday here at The Specialist Works US and we are celebrating with some tasty Gin and Tonics! The cocktail was first introduced by the army of the British East India Company where malaria was a prominent issue. In the 1700s, Scottish doctor, George Cleghorn, discovered that quinine could be used to prevent and treat the disease. Quinine was served in tonic water, however the taste was bitter. In the early 19th century, British officers in India took to adding a mixture composed of water, sugar, lime, and gin to the quinine to give the drink a more pleasant taste. Thus, the Gin and Tonic was born! Today, since it is no longer used to treat and prevent malaria, it contains much less quinine and is usually sweetened.
While it may have originated as a treatment, it is now consumed for pleasure and is a notable icon in todays pop culture. Some famous instances of Gin and Tonics in media include: James Bond specifies a recipe for a Gin and Tonic while in Kingston, Jamaica in the book Dr. No., Colonel Henderson complains when his Gin and Tonic is served with ice in the movie The Year of Living Dangerously, Ian Gillan mentions the cocktail in the song "Sleeping On The Job", Billy Joel mentions the cocktail in the song "Piano Man", Oasis also mentions the cocktail in their song "Supersonic", Nik Kershaw begins his song I Won't Let the Sun Go Down on Me" with mention of the cocktail, the character Barney Stinson played by Neil Patrick Harris on the hit sitcom How I Met Your Mother is often heard ordering a Gin and Tonic, and Gin and Tonic is one of John Constantine's drinks of choice in the Hellblazer comics. It is also the drink of choice for hero, Cat, in Jeaniene Frost's Night Huntress Series.
Through these examples, it is easy to see Gin and Tonic is well-known throughout pop culture. This sort of awareness is what advertising and marketing aims to do. With this industry, the goal is to get the product to be well-known to its directed audience. Whether it is a Gin and Tonic or any other product, skilled professionals will learn their products targeted audience and which media to use to successfully get their message out.
Want to try a Gin and Tonic for yourself?
Grab a glass, fill it with ice cubes, add gin and tonic as desired, and top off with a lime wedge! Enjoy!
Ah, the Decision Maker
So who exactly is this decision maker?
I recently got a call from someone immediately asking me if they could talk to "The Decision Maker." The first irritation was the assumption that I wasn't the Decision Maker. Often people assume that the first person they speak with is the gate-keeper which isn't always the case.
Many times, I've found the gate-keeper IS the Decision Maker masquerading as the gate-keeper to avoid further conversation. Also the first person that answers the phone should be the Decision Maker if you've done research and found a good number. Depending on the business model, you will find that gate-keepers aren't usually the receptionist these days. There's IVR for that. Assume the person you're talking to is the president of the company. Treat them as such and amazing things can open up for you.
The second irritation was that this person did not bother to introduce themselves or even explain why they were calling.I don't take the attitude of "you owe me an explanation" but I'd like to find out if you're calling from the Oval Office or if, perhaps I've won a million dollars.Decision Maker immediately implies that you must be calling to sell me something and I'm instantly going into screening mode. Simply put, I've never heard the IRS ask for the Decision Maker. They've got your name.You should have a name too. I've never seen this not work. It doesn't always mean you'll get the sale but you'll get a listening ear.
The e-Commerce Revolution
I had a mentor tell me one time that a wise man changes before he has to. As stalwart retail locations like Sears, Radio Shack and Macys start to shut their doors, one has to wonder where did the customers go?
Did they stop buying altogether? Is the economy as bad as some politicians say it is? Or did the marketplace simply change?
Perhaps these brick and mortar stores have simply gone the way of Kodak and outlived their usefulness. The online marketplace is real, folks. Ask yourself this question: out of your last 10 purchases, how many of them were made online?
If these retail outlets don't realize the rise of the machine and start to look towards transactional media as a way to reach their customers when they are already buying, then these stores won't be the last to close their doors. e-Commerce retailers have already figured this out and changed not just their retail strategy but their marketing strategy as well.
Cocktail Friday: White Russian
Its Cocktail Friday here at The Specialist Works US and we are celebrating with some White Russians! Interestingly, the White Russian did not receive its name based off its country of origin, but rather for the type of vodka used in its recipe. In the 1930s, vodka was not well known in the US so people began associating all vodka as Russian, hence the use of the term in the drink. Large vodka marketing campaigns did not reach the states until the 1950s.
The White Russian did not get its current recipe of cream, vodka, and Kahlua until the 1960s. Today the White Russian has inspired a drinking game popular among college students who try to keep up with The Dude while watching The Big Lebowski. The Big Lebowski is a 1998 American crime comedy film written, produced, and directed by Joel and Ethan Coen. White Russians make a prominent appearance in the film as the movies main character, The Dude, drinks a steady stream of them throughout.
Implementing the cocktail in the film is a perfect example of product placement. Product placement is a technique commonly used by advertisers to subtly place brands and products in popular media and entertainment to promote interest. The White Russians popularity was revitalized due to its placement in the film.
Want to try and beat The Dude yourself?
Ingredients:
5 cl (5 parts) Vodka
2 cl (2 parts) Coffee liqueur
3 cl (3 parts) fresh cream
Preparation: Pour coffee liqueur and vodka into an Old Fashioned glass filled with ice. Float fresh cream on top and stir slowly.
Celebrate Spring - Today is the Equinox
Wit & Wisdom Wednesday - Mark Twain on Advertising
"Many a small thing has been made large by the right kind of advertising." -Mark Twain.
Its Wit & Wisdom Wednesday here at The Specialist Works US and we are focusing on the importance of advertising today in the office. Effective advertisings purpose is to reach out to a targeted audience and successfully get your message or product across to them. Twain is correct in saying no matter how small the thing, it can become large through a skilled advertising campaign.
Here at TSW US, we all share the same vision for the company - "Build our clients business and ours will grow alongside it." To do this, we must be strategic in our approaches to get our clients businesses properly acknowledged. Some tips for an effective advertising campaign include: keeping your ads relevant, describe what sets your product apart, include a call to action, and to list the price of your product or service.
Art Tuesday - Texas in a Nutshell
It is Art Tuesday, and this week we are celebrating the launch of our Houston office, and our SXSW sponsorship on Thursday. Music, books, hats and longhorns are all "de rigueur" in Texas, but there is something even more quintessentially Texan. A pair of blue jeans on a barbed wire fence. We are fortunate to have this image evoking the spirit of Texas by Bob Calbert. His amazing ability to capture a moment in time, and a feeling of both comfort an belonging resonate well with us here at TSWUS. The fact that he also often shoots in black and white makes it even better!
We welcome the Lonestar State team to the fold with open arms, and can't wait to see how the adventure unfolds as we "Go West Young Man".