Yearly Archives: 2016

Future of Ad-Tech and Digital Marketing

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I recently sat in on Denver Startup Week’s panel on “The Future of Ad-Tech & Digital Marketing.” Although this seminar was extremely startup-centric there were many interesting nuggets pertaining to digital marketing and ad-tech in general. The most interesting takeaways:

Threats to Digital Advertising:

Of the major threats to the future of digital advertising, the three most crucial according to this panel were Ad Blocker downloads, identity theft, and the concentration of power and assets by major companies.

1) Ad blocking software is becoming increasingly prevalent for online media users and these apps are not limited to desktops or laptops, but extend to mobile devices also. Ad blockers function in a way that keeps individuals from seeing ads therefore eliminating crucial calculable data for ad agencies like ours. However, as we move forward and even in pop culture we see that brands are starting to rely more and more upon social influencers as ambassadors or walking billboards for brands. Influencers can act as a way around ad blockers. It was noted that “nearly 86% of our decisions are made based off one’s peer group.” This may lead to social influencers, CEOs, owners, and other “spokesmen” appearing more frequently in branding campaigns, as body language is noted as one of the strongest reinforcements advertising can offer.

2) Identity theft and cyber security has long been an issue, but has become more prevalent as more personal information is stored and shared online and between third party entities. Living in a time of technology that allows one to check their bank statements and then go right to Facebooking or internet shopping on a connection that is most likely open and accessible to any computer savvy individuals puts all sorts of personal information at risk. This simultaneously creates the need for protection of personal information through encryption and other means not often understood by typical Internet users, but these sorts of measures are sure to become more normal to the average Internet surfer. This also creates an issue for advertisers, and their partners, who often rely on third party affiliates to purchase client targeting information. A cease or major reduction of the almost free flowing information gathered by third parties would create an interesting situation for advertisers, who may see this sort of crucial information experience high rates of inflation and an overall decreased quantity of this type of information in general.

3) We are seeing huge concentrations of power and assets in companies like Facebook and Google – which can end up being incredibly problematic. These companies already have so much client information and power that they nearly eliminate true competitiveness in the market place through the shear amount of customer monetizing information they have.

First Party vs. Third Party Data:

The speakers on the panel also relayed an interesting viewpoint on the relationship between first and third party data. They suggested that first parties should try to import or purchase third party data and augment it with their own rather than push their data to third party companies. Sometimes when giant third parties have customer data the risk of this information being shared grows exponentially, and this is where data leakage may occur to where competitors can see and use this data to their own benefit.

Quantitative vs. Qualitative Data:

The final discussion of the panel was the strategy of shifting from quantitative data to qualitative data. This seems counter-intuitive for buyers and sellers of media who simply want to reach the largest amount of viewers possible. However, it makes sense when considering the role of qualitative data as part of developing a real relationships with viewers and customers. It will become increasingly more important for companies to create campaigns that collect more data about the users while simultaneously becoming more engaging therefore helping to curve the perceived intrusive/invasive nature of ads.

 

My Two Passions: Craft Beer & Marketing

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The city of Denver recently hosted Startup Week, an annual series of seminars that not only showcases up-and-coming local businesses, but educates attendees on what it takes to be successful. I was fortunate enough to have an opportunity to attend a seminar that combines two of my passions: craft beer and marketing.

This particular seminar consisted of a panel representing three Denver-based brewing companies: Spangalang, Bierstadt Lagerhaus and Black Sky Brewery. These breweries embody the Denver craft beer movement, as they are small microbreweries that typically yield about 500 barrels a year. Breweries in this category are responsible for making Colorado the craft beer capital of the United States, and represent an industry that greatly impacts the culture of our society.

Passion Is Essential Ingredient

Although the topics of discussion remained heavily focused on the craft brewing industry, the panel’s insights and perspectives proved to be applicable to many industries. For me, the key takeaway is the importance of passion in your work. Despite entirely different backgrounds, each brewer has a love for their craft. Again and again, they reiterated that when nurturing the growth of a new business, without passion, one will fail. Believing in yourself is the key ingredient in the recipe for small-business success.

Crafty Marketing

I learned what type of marketing tactics each brewery found to be best suited for engaging new consumers. Interestingly enough – all three of the brewers agreed that they don’t invest many dollars, let alone interest, into traditional marketing. It was apparent that there was a stark contrast between the approach of smaller, artisan breweries as opposed to juggernauts such as Anheuser Busch or MillerCoors. While the latter has the capacity to inject a surplus of dollars into flashy, top-of-the-line advertising, the smaller breweries make better use of social media and word-of-mouth recommendations. They touched upon the importance of building communal relationships and representing themselves as local companies with a simple message: We make good beer.

Quality on Tap

To wrap up their thoughts, the panel made a point to establish the importance of quality when providing goods or service to the general public. It is imperative that if one isn’t making use of the highest quality, especially when it comes to effort (a personal export that drives success), one needs to reconsider whether or not to continue on that path. If a person can’t stand behind the quality of his or her work efforts, let alone the product delivered, then why do it at all? The concept came full circle, as passion and quality can repeatedly impact one another extensively.

Though our industries and day-to-day jobs may be entirely different, the path to success is very similar. Love what you do, and you will be successful. Maintain the quality of your efforts, and you will be proud of the result. Stand by your brand, and you will perfect your craft. Cheers!

A Gay Millennial’s Message to Marketers

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As an openly gay millennial, I’ve often struggled with fully embracing LGBT advertising messages that reduce a beautifully diverse queer community to two-dimensional stereotypes of fashionable, hard-bodied, blonde models. It’s a confession I’ve never been proud enough to voice until now, at a time of unprecedented strides in LGBT equality, and an equally strong movement within media and marketing to build support, advocacy and community.

In the era of declining print advertising and increasing digital banner blindness, it seems the most impactful way to reach the LGBT community is through 1:1 on site community building.

The shift in successful LGBT marketing is no longer just speaking at the community—but to actually become a part of it.

As a born and raised Texan, growing up gay was hardly something to celebrate. Even with a vibrant nightlife and active community, I always felt I was on the periphery of the mainstream. A member of an auxiliary group that brands tried to engage with using hunky shirtless models, homoerotic undertones and the occasional Pride flag.

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As well-intentioned as these efforts were, they felt half-hearted and inauthentic. Growing up with these messages made me feel even more secluded from the rest of the world. Was I fit enough? Did I dress well enough? Was I proud enough? Was I really a member of the community I identified with?

On June 26, 2016, exactly one year after the Supreme Court’s marriage equality ruling, I attended my first Pride Parade in New York City with my partner of four years, for my 27th birthday. It was the most exciting experience of my life because it was the first time I really understood what it meant to be a proud gay man.

I remember looking left to right on the crowded street in New York’s West Village neighborhood and my eyes filling with tears. Booth after tent after sign of countless Fortune 100 corporations, were affirming me. Accepting me. Embracing me. These brands weren’t trying to sell me their products; they were there as advocates and members of my community.

That unforgettable experience shaped how I saw my community and my perception of these brands. As a marketing professional, I took home plenty of notes on what it means to connect and build advocacy with the LGBT community and the values that successful brands shared.

Equal Representation

Trends within the millennial generation suggest that the best gay outreach messaging is equality messaging, not “gay-specific” messaging. Forty-seven percent of millennials are more likely to support a brand after seeing an equality-themed ad.

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My Pride experience didn’t make me feel like an auxiliary afterthought or an outlier. My partner, friends and advertisers all came together to not only include me, but to celebrate me.

Impactful LGBT messaging is true cultural immersion, and brands across the country have stood up to celebrate my community.

The Las Vegas Convention and Visitors Authority embraced 1:1 community building while at Los Angeles Pride this year with “Virtually Fabulous.” The on-site activation brought Las Vegas to LA Pride (and attendees to Vegas) with an incredible virtual reality experience featuring interactive videos that users could choose from a number of Vegas attractions, ranging from zip lining through the Rio to bottle service at Marquee.

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Authenticity

Another value that ran through the brands whose message moved me during Pride, was unapologetic authenticity. Honey Maid did this beautifully in its “This Is Wholesome” TV spot, where it took all the negative and disapproving messages and literally created a message of love.

Inclusivity

The strongest theme that tied all these LGBT advertisers together was a message of togetherness. At NY Pride, I felt like a part of an experience that united all sexual and gender identities. This sentiment is illustrated perfectly by a San Francisco Burger King with “The Proud Whopper” that proclaims “We Are All the Same Inside.”

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As a gay millennial, equality, authenticity, inclusion and community are all values that deeply resonate with me. Marketers meaning to connect with the LGBT community will be the most successful by joining our community and joining in our celebration.

 

From Tech to Talent − Why Culture Matters

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Recently, we highlighted Falken Tires president and CEO Richard Smallwood’s top strategies for employee engagement. The conclusion of this two-part series features ideas from Jill Elliott, R&R’s VP of people and culture. Jill’s impressive HR and organizational development background spans across multiple industries, including working with clients such as Disney, Expedia and Unilever. When one meets her for the first time, you instantly get her Bay Area tech vibe, coupled with an apparent passion for employer branding, and designing programs that build culture and employee engagement.

Jill and I sat down recently to discuss her strategies for creating a strong culture and putting people at the center of the organization. “Leaders should strive to cultivate a level of trust,” she remarked. “Having employees’ best interest at heart closely aligns with who we are and how we treat each other and our clients.” At R&R Partners, we use a specific language around the people and relationships who are at the core of what makes us great: “We value family and community above all.”who-we-areIt isn’t a bit ironic that my conversation with our ambassador of people and culture took place the day of the annual Media Tailgate. While we were talking about something Jill is obviously energetic about, teams of people were working together to put the final touches on our 11th annual event, which celebrates our employees and partnerships. One of the most enjoyable afternoons of the year, she was quick to point out that “all of our events are just ways to connect our people to the culture. These are not simply parties—they provide this important opportunity to connect.”

I asked Jill what she would do with an unlimited budget to drive even more employee engagement at R&R. Her response wasn’t what I expected, yet it makes total sense: “I would survey employees to ask them what they want.” Our discussion was interrupted slightly when a unicorn pool float came into Town Center during the Media Tailgate set up, yet after we had a Friday afternoon giggle, Jill impressed me with her final thought: “If you get the people part—the recruiting, the hiring, the development and the culture—right, everything else falls into place.”

 

 

The Now of TV

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It’s one thing to read the proclamation that “TV is dead,” and quite another to see that “dead” industry on display, vibrant and alive at this year’s Emmy Awards, which I happily attended. Leave it to a tech-infested strat geek to look past a pageant of literally the most beautiful people in the world and into the guts of “What the heck is really going on with TV these days?” Based on the Emmy festivities hosted by the Academy of Television Arts and Sciences, there seems to be more energy behind TV than any other medium, internet included. That energy is flowing on all fronts.

The Emmys 2016 Inspired “The Now of TV”
TV Helps Us Question and Better Understand Life?

Creatively, TV gives nothing away to motion pictures in terms of quality of its storytelling, performance and production. Despite the Kardashians, there’s incredible intensity behind social change and diversity. TV at its best breaks through the dogma, helping us question and better understand what we believe, who we love and how we look at the world. Heck, even the title sequences are breakthrough. My father was a TV “pioneer” back in the ’50s, and he’d be floored to see that the altruistic promise of the medium paid off as well as it currently has.

That’s because TV untethered from the tyranny of the three networks takes risks. Big time. As an example, actor Jeffrey Tambor and director Jill Soloway both won Emmys for Transparent, a show about gender roles told through a transgender woman that is produced and distributed by Amazon. Every part of that sentence was impossible to contemplate even five years ago. Amazon sells stuff, right? The shift away from network TV is complete. The three big “network” winners were HBO, Netflix and FX. HBO’s total of 22 awards was nine more than the traditional Big Three combined. More telling was the vibe. It felt less like an “industry event” and more like an edgy conference of creatives.The Emmys 2016 Inspired "The Now of TV"

The New Big Three

So what’s really going on here? Massive creative destruction where undeniable, fast-moving subversive forces are overturning a massive, antiquated status quo. Again, despite the Kardashians, TV is no longer a race to the bottom. It’s aspirational. That’s because companies like Amazon and Netflix don’t need to aggregate millions of viewers for their business models to pay out and therefore don’t need to produce vapid “common denominator” entertainment. They can afford to push the limits and do so at every turn.

A Refined, Boundry-Breaking Medium

Finally, TV untethered is TV redefined. For the past five years or so, clients, agencies and technologists have been wrestling with the shift from TV as a device and a medium, to TV as a loose descriptor for “long-form content.” That transformation is complete. The net of it is that TV is far from dead. It is still a premium reach/branding vehicle (time-shifted, IP-delivered or otherwise). But it’s also become a powerful culture shaper and newly minted hotbed of creative risk-taking and boundary-breaking content. Which actually defines what we should strive for, for our clients: brand-building, culture-shifting, boundary-breaking work.

 

Employee Engagement: Tips from a CEO

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Recently, Richard Smallwood, president and CEO of our client, Falken Tires, appeared in a Fast Company article highlighting the most creative people. Since then, we asked him, and our own VP of people and culture, Jill Elliott, to talk more about employee engagement. Richard, who is famous for taking top-performing employees anywhere in the world for dinner as a reward, shared his three top tips for engaging employees. The second part in this series will feature some of Jill’s thoughts on engagement, core values and culture.

When asked to share his strategy on engaging his employees, Richard shared these three tips: 

  1. “Create regular opportunities for your associates to provide unfiltered feedback to senior management.

    One practice I enjoy using to gain insight on how things are working within the company is to take a small group of four or five associates to lunch and ask them for ideas on how to make their jobs more efficient. The reality is that most executives really don’t understand the unnecessary obstacles or distractions that prevent our teams from executing optimally and, more importantly, we generally can’t provide the best solutions. The people doing the jobs know the roadblocks, and they usually have the best and most practical solutions for removing them. From my experience, our teammates have really appreciated playing an active role in the improvement process.“

  1. “Regularly remind your associates of the importance of their specific role in the success of the company.

    It always bothers me when I hear one of our associates state that their role is not important to the success of the company. First, it tells me that we as a management team are doing a poor job of communicating to our teams what their roles are and how their performance can impact every other person in the organization. Secondly, it takes away the very important “pride of ownership” from that associate. Every human wants to feel that what they do is valued and appreciated by those around them. This is true with work, home, church and sports teams. How can we, as leaders, expect our associates to make the best contribution possible if they don’t believe that what they do is important?”

  2. “Create a culture where associates want to achieve great results, not just in order to survive, but in order to please those affected.

    This is often a tricky concept for me to explain, but it is a very important one for leaders to understand. In many work environments, the associate is driven to achieve the targeted result by avoiding failing and being fired for poor performance. This is performance driven by the fear of failure and the subsequent punishment. What I want to create in our environment is one in which the associate wants to achieve a great result, not in order to avoid being punished, but out of the desire to please those impacted by the result. A simple, likely politically incorrect, analogy would be that of a child proudly presenting their stick figure drawing to their parents and saying “look what I made for you.” This motivation is quite different.”

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New Safety Initiative: Stop to Talk, Text

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Due to a recent rise in Utah roadway deaths and increased summer traffic on major highways, Staker Parson Companies hired R&R Partners in Salt Lake City to raise awareness for its long-held corporate goal of Zero Harm to all Utah drivers and travelers.

Staker Parson leveraged an opportunity to create a public social cause message to impact the overall safety of Utahns, as well as to create support for its ongoing safety efforts in the communities in which it operates. It’s consistently building safer roads by encouraging drivers to put down their phones while driving (employees in work zones and community members on public streets). The call to action? It’s simple: Stop to Talk. Stop to Text.

The intermountain region’s leading construction materials and services provider, strategically chose to partner with state safety officials and the Utah Highway Patrol to eliminate distracted driving—calling particular attention to cellphone use behind the wheel. Leadership from Staker Parson Companies and the Utah Highway Patrol joined Lt. Governor (of Utah) Spencer Cox to launch the new safety initiative at a formal press event on Thursday, June 2. This press event featured several speakers who shared their commitment to work-zone and Utah roadway safety initiatives, and encouraged all Utahns to pledge their commitment to the same worthy goal.press-event-2

Event speakers included: Lt. Governor Spencer Cox; Scott Parson, president and CEO of Staker Parson Companies; representatives from the Utah Highway Patrol; Lee Goodrich, Staker Parson employee and uncle of the late Chet Goodrich; as well as a student body officer from Corner Canyon High School.

press-event-1      Stop to Talk. Stop to Text.

In addition to the formal press event, several creative assets were built to complement the event. Branded concrete mixer truck barrels, banners, a Snapchat filter and printed collateral featured law enforcement and Staker Parson road crews working together to build safer roads.

By partnering with local and statewide law enforcement, state elected officials and other community members, we were able to secure successful media impact behind our safe-driving initiative. But, at the end of the day, it’s the lives saved that determines whether or not our efforts were successful. “If one accident is prevented from all this effort, one injury or one life not lost, it will all be worth it,” Parson said. “That would be success.”

Las Vegas VR is Virtually (and Literally) Amazing

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Vegas VR, Las Vegas’ virtual reality app, sure knows how to get around. Since its debut in March 2016, the app has been downloaded over 11,200 times; has traveled to more than 10 countries; and has been incorporated into over 20 events, activations and trade shows globally.

Las Vegas has quickly become a leader in the virtual reality (VR) destination marketing field and is still one of the only destinations globally to incorporate virtual reality into its marketing efforts and to have a VR app.

Vegas Goes Virtual

For over 35 years, R&R Partners has been the communications agency of record for the Las Vegas Convention and Visitors Authority (LVCVA). Campaigns like “What happens here, stays here®” were responsible for creating the modern Las Vegas brand that attracts more than 42 million visitors annually.

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But, in order to keep campaigning fresh and relevant, R&R Partners envisioned a new direction for positioning the brand that would tap into the visceral and deeply emotional reasons visitors connect with the city. Thus, Vegas VR, Las Vegas’ virtual reality app, was born.

“Las Vegas is always looking for innovative ways to engage visitors. The VR app allows us to showcase the destination to first-time visitors and remind Vegas enthusiasts about all of the unique offerings,” said Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority. “Vegas VR gives our visitors a new way to connect with Las Vegas.”

When using Vegas VR, consumers are directly connected with a series of original 360-degree interactive videos that become immersive virtual reality experiences when used with a VR viewer compatible with smartphones, such as Google Cardboard and Samsung Gear VR.

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From zip-lining through the Fremont Street Experience aboard Slotzilla, to being serenaded on an authentic gondola ride through The Grand Canal Shoppes at The Venetian and more, Vegas VR places trade show delegates, consumers and would-be visitors alike into some of the most iconic Las Vegas experiences.

A City Seen ‘Round the World

Las Vegas became one of the first destinations to utilize virtual reality technology in March 2016 when Vegas VR was showcased during the ITB travel trade show in Berlin, Germany.

Domestically, the LVCVA introduced the destination’s virtual reality technology to industry and tech media at the 2016 South by Southwest® (SXSW®) Conference and Festivals in Austin, Texas, which celebrates the convergence of the interactive, film and music industries.

Since its initial debut, it has continued to be used on a global scale. From trade shows, to media events and consumer brand activations, Vegas VR continues to shine.

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Over summer 2016, Vegas VR went through its first major refresh, which brought new content and a new design. Additional features were added to some of the videos, including fact overlays, scene-change capabilities and time-lapse footage.

Reality Check

The LVCVA’s foray into VR technology started about two years ago when it partnered with Google on GeoVegas, a site that featured steerable 360-degree photos and videos inside Vegas hotels and attractions. It functioned like a digital walk-through, enabling viewers to tour a hotel, nightclub or restaurant.

To create the VR content, R&R Partners worked with the LVCVA and its destination partners to film 360-degree videos of experiences that only exist in Las Vegas using a Pro7 360 Plug-N-Play Holder and seven GoPro Hero 4 Black cameras, professional tools used for filming virtual reality 360-degree content in various environments.

Once the videos were created and stitched together, R&R Partners worked with Wemersive to create the Vegas VR app users can download today. Depending on the content of the video, the entire process can take anywhere from one to six weeks to create.

Vegas VR continues to be one of the most accessible VR apps on the market. All users need is the app, a smartphone and a cardboard viewer. Even without a cardboard viewer, users are able to watch all of the 360-degree videos on the app and interact with the videos using gyroscope, swipe and zoom functions without using additional virtual reality technology.

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Looking Ahead

The Vegas VR app has been downloaded more than 11,200 times. The LVCVA has also distributed its virtual reality content through social media channels and other digital platforms where they’ve received over 17 million views.

The LVCVA and R&R Partners are always looking for new content and will continue to create and add new VR experiences to the app. Moving forward, the LVCVA and R&R Partners will look to add storytelling elements to the VR content and continue to use new elements such as the fact overlays, multiscene capabilities and time-lapse elements.

Vegas VR is available for iOS and Android platforms and is free to download here or through the App Store and Google Play. A selection of 360-degree videos are also available to view on Las Vegas’ YouTube channel.

The LVCVA has also launched VIVA, a dynamic and engaging platform that captures the best Las Vegas has to offer through original destination digital content, and WhereToVegas, a mobile app that provides visitors with a social heat map of trending locations and events in Las Vegas, helping visitors maximize their Vegas vacation experience by informing them of the “hot spots” in town during their stay.

 

The time is now. Like, right now.

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In case you didn’t notice, Las Vegas is in the middle of the desert. Water conservation has become a way of life for most residents – using less, means more. Each year, the Southern Nevada Water Authority reminds residents to help conserve and save water by changing their watering clocks to comply with mandatory watering restrictions. Previous campaigns were English only and missing a key demographic of the valley – our Spanish-speaking audience.

Southern Nevada Hispanics live in multigenerational households with about 40 percent of them primarily speaking Spanish at home. Our task was to create a campaign that would resonate with the Hispanic audience, tapping into the cultural nuances to incite action.

Creative development was headed up by CMV/R&R out of Mexico City. The team landed on a theme common to many, but especially in Hispanic households. That theme was “Ahorita,” which can mean “I’ll get to it now,” but as it’s more commonly used, the task will “get put off” indefinitely. Imagine a wife asking her husband to take out the trash or do the dishes; his response, “Ahorita.” We all know what that means. It’s the eternal struggle between spouses. “Yes, dear, I’ll do that now” and yet, it doesn’t get done.

As with previous SNWA spots, such as “There’s Nothing Sexier Than Saving Water” or the infamous and Effie award-winning “Mrs. Nuttington,” “Ahorita” uses humor to engage audiences, which ultimately entertains as well as gets the main message across.

“Ahorita” is an integrated campaign that includes broadcast, radio, print and digital executions.

“Ahorita” Campaign Web Banner

Bad Decisions and Communication Arts

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R&R Partners’ “Behind Bad Decisions” billboard for Parents Empowered has been selected to appear in the prestigious Communication Arts (CA) 2016 Advertising Annual.

CA’s Award of Excellence is one of the most coveted in the advertising industry, and of the thousands of international entries, only 138 ads were selected for publication this year.

The Parents Empowered billboard was the result of research showing that many parents viewed underage drinking as a teen boy problem. Based on that perception, these parents often didn’t talk to their daughters about not drinking underage. (In reality, teen males and females report roughly the same rates of alcohol use.)

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Award-Winning Communication Arts Billboard

The research, however, also showed that when it came to their daughters, parents were extremely concerned about unplanned pregnancies. By connecting teen pregnancy to underage drinking, the billboard helped elevate the issue of girls’ drinking underage.

The “Behind Bad Decisions” billboard-behind-another-billboard execution was so convincing that many people posted about it on social media, commenting on the irony of the situation. Then other people commented on how naïve those people were. Then, people said, “Stop being mean. How was I supposed to know? It’s a really clever ad.”

Apparently, Communication Arts agreed.