July 2, 2022
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bloomfield knoble (bk) is a full-service advertising agency based in Dallas, Texas. Our best-in-class service drives our creativity, strategy, media and branding to build businesses. Our philosophy of true partnership has led to an average client tenure of 6+ years.


Thought Leadership
SMEs Are People First, and They Need You to be Prepared
bloomfield knoble Posted On June 10, 2019


By Amanda Lovewell

They’re knowledgeable, but cryptic.

They’re busy, but necessary.

Of course, I’m talking about subject matter experts.

Chances are that if you’re a writer, researcher or on a content-based project, you’re working with one or more of these brilliant professionals, or SMEs.

Communication can often seem difficult, or downright impossible. Sometimes it IS their personality, but sometimes it’s you… and your relationship with them.

Is it possible to break through and build a relationship with someone you don’t know and still reach your deadline? Yes, it is — with these six steps.

Step 1: Study the industry or topic beforehand

Have you ever had a teacher who spoke over your head without taking time to answer questions? If you’re unprepared, a SME meeting can feel one hundred times worse — not only are you losing precious time by not understanding, there’s no extra credit to help you out.

Your SME will assume a lot about you before you talk, including that you’re prepared and ready to talk about the nuances of the field. For instance, if you’re talking to an architect, they won’t think to explain what AutoCad is; they’ll just explain how it fits into their process and move on.

What you shouldn’t do: Totally wing it. Being unprepared for a meeting makes you appear sloppy, inefficient, unproductive and ruins your chances of working for that client again!

What you should do: Give yourself a quick introductory education on the project topic. Go to YouTube or just Google it. You don’t need to know everything — just enough to follow along without making them backtrack every ten seconds.

Step 2: Find common ground

If cute, unlikely animal pairings have taught us anything, sparking a friendship is always possible. However, there’s a fine line in professional relationships between wanting to get coffee together and being a doormat for late work and excuses. Take a moderate amount of time in the beginning of the meeting to introduce yourself and the project, and let them do the same. This will also let you gauge their tone, interest level and project understanding.

What you shouldn’t do: Bash your job, the client or the project. It may be easy to bond by saying neither of you want to be here right now, but that will only open the door to negativity. Don’t associate yourself with bad feelings in the eyes of someone forced to work with you.

What you should do: Laugh a little. Even if they help writers or researchers every day, each new project and relationship is awkward and overwhelming. You feel it. They feel it. Lightening the mood will make them relax, which makes them give better responses overall.

Step 3: Have a specific direction that you can steer them

People chosen to be SMEs are usually chosen because they know the industry or topic backwards and forwards. Assuming you have an understanding of the project, you still don’t know near as much as they do. And this spells trouble for your brain.

While you might be excited to talk to someone who can give you more than you need, you may find that they have no clue where to start and begin drifting aimlessly into an irrelevant topic. More often than not, they don’t even know what your project is even about, so you’ll have to narrow it down for them.

What you shouldn’t do: Stop them from drifting altogether. For example, if you’re researching mortgages to write web copy about buying a house, and your SME starts talking about a new federal mortgage program that you’ve never heard of, listening to it may give your writing a new perspective. Flexibility is key to an effective interview.

What you should do: Create a list of questions that you can use to stay organized. If you get off course, come back with the next question. Also, make sure to explain the project and its expected deliverables. Being on the same page will make for a better flow.

Step 4: Use open-ended questions and let them explain in full

Closely connected to step 3, the type of questions and attention you give plays a part in the kind of information you get.

Think of this part like a first date. Yes/no answers will only bring awkward pauses and make you want to pretend there’s an emergency. By asking open-ended questions, you can get full answers and clearer guidance of what else you talk about. Further, by staying engaged and paying attention, they become more comfortable with giving information, opinions and overall time.

What you shouldn’t do: Cut them off. Like step 3 said, drifting to a certain degree is good. Prompting with a new question is the best way to get back on topic, but make sure you let them finish their thought before you change the subject. Otherwise, they may shut down.

What you should do: Ask follow-up questions that you didn’t prep. If you didn’t understand something, or if you want to know more, just ask. Most times, you’ll get just one meeting with that individual. You’ll regret not asking questions when you had the chance. And they’re less concerned with helping you after the fact.

Step 5: Let them review your work with reasonable time

Once you get your content drafted and ready for approval, send it to your SME. Even if you’re not prompted, it’s important that your content is right. They shouldn’t mind looking at it, but make sure to give them enough time. A day, or an hour, is not enough. If you have a tight deadline, let them know during the meeting and give them an ETA. If you have more time, standard turnaround for a busy professional is three to five days.

What you shouldn’t do: Give them more than one business week to review. They’ll procrastinate and forget… and you’ll find yourself deciding the nicest way to pester them through email. No one likes that game.

What you should do: Plan out your timeline before the first meeting and tell them where they fit in. If you don’t stick to it and see them getting tasks later or earlier than said, tell them so they can dedicate some time to it.

Step 6: Give them a thanks and shout out at submission

Step 6 is really two steps with a common theme. First, say thanks to the person who helped you. They may have had no choice in the matter, but they still did it and got you through your own job. Letting them know you appreciated them will only help you.

Second, tell the person you deliver to — their boss or otherwise — how much help your SME was, if possible. Don’t overdo it, but that kind of stuff helps fuel compliments, performance reviews and even promotions. Consider this a pay-it-forward situation.

What you shouldn’t do: Discount them because you didn’t like their personality. It’s hard to speak kindly of someone you didn’t click with, but you have to think long-term. What if you keep getting jobs from this client? You don’t want a reputation for being hard to work with.

What you should do: Be honest. If they didn’t give you any time and didn’t review your work, say something. You’re responsible for the content being correct, but you’re not a magician (probably). And if they really did bend over backwards for you, make sure someone knows how well you were treated. By doing so, you’ll probably end up working with that SME again.

Learning and understanding the personality and priorities of your SME early on will keep you sane as you navigate your project.

Yeah, they’re not perfect, but neither are you. While you may slip on your timeline, they may have trouble returning emails. Staying observant of their quirks and working with their strengths — not against them — is the only way to get your content approved and out the door.

About the Author
Amanda Lovewell is a copyeditor for bloomfield knoble. She works to keep the brand voice intact for us, and for our clients. She lives for any form of artistic expression, especially music. One day, she would love to travel creating short stories about her misadventures.

Connect with Amanda Lovewell
https://www.facebook.com/mandie.lovewell

https://www.linkedin.com/mynetwork/invite-sent/amandalovewell/?isSendInvite=true

https://www.youtube.com/channel/UC-HadZvu8-Rj3DQyuV9auKg


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Advertising
How Memes Can Make or Break Your Social Media Strategy | bloomfield knoble Offers Good Advice
bloomfield knoble Posted On March 14, 2019


By Breanne Avedikian

Buzz has it right, memes are everywhere. I go on Facebook and what’s the first thing I see on my timeline? A meme. I open up Instagram and the first three posts in my feed are memes. (I say that like I don’t enjoy it – but I actually do.) In fact, it seems like I go on social media more nowadays to get a laugh at all the memes on my feed, rather than to see what all my “friends” are up to. But I digress.

According to the Oxford Dictionary, a meme is “An image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.” Richard Dawkins first coined the term “meme” in 1976 to describe a trait passed “from one individual to another by imitation or other non-genetic means.” Anyone who has spent some time on the Internet could probably point out a meme.

…Ok, maybe not.

As a millennial interacting with a brand, I am more likely to stop and look at a meme or image than I am to watch a video, sign-up for something, or read a blog (ironic, considering this is a blog — thanks for reading). Memes are low investment, don’t take a lot of time to read or process, and, in a world where time is more valuable than ever, that is appealing.

 Why do memes resonate with younger audiences?

  1. Memes are relatable.

One of the main reasons millennials like memes so much is because they are so relatable. They poke fun at clichés, current events, and the not-so-pleasant realities we all face every day. We connect with or relate to the meme on some level, which is why we laugh, share and feel the desire to show all our friends.



  1. Memes are relevant.

Memes are trendy. The internet loves them, and so do we. As consumers, we gravitate towards what is current and applicable to our culture. This is why memes go viral — they are contemporary, and we like poking fun at relevant themes and issues. And who doesn’t love being “in” on an inside joke?

Know what I meme…? 😉

  1. Memes are familiar.

When I look at a meme, three things can happen; I think it’s funny and laugh, get confused because I don’t understand it, or simply not think it’s funny and go back to my endless scrolling. In any case, I took the time to stop and read the meme, because the content is familiar to me. I already know that this image is something that could potentially entertain me and make me laugh, so I take the time to look at it. For example, who doesn’t know about Grumpy Cat?

So the question lies: Should memes be used in your social media marketing strategy?

Consider your audience. 

If you’re trying to reach younger audiences, showing your company’s relevance and humor through memes might bode well for you. We already know millennials love trends and we like to see the brands we follow staying current as well. On the other hand, memes are usually packed with sarcasm and irony. Many non-millennials may not find this humorous or appealing. Meme humor can often come across distasteful, which can turn some people off to your brand.

One example of a brand that has done this well is Glossier. Glossier is a beauty company that targets millennials. They know their audience, and they apply their own relevant content around makeup and skincare to tie the meme back to their brand.

Consider your brand. 

What tone of voice does your brand normally speak? A brand that is playful and sarcastic could benefit from sharing memes. A more serious, corporate brand might just confuse their audience with a meme, either by the impudent humor or the unfamiliarity of the content compared to typical posts by the brand.

Look at Barkbox. They have capitalized on their lighthearted tone of voice on their social media to show they are approachable and relevant. In fact, I don’t even use Barkbox (nor do I have a dog) and I gave them a follow because I got a laugh out of their content. That’s a win.

Consider the meme. 

Before posting a meme, you should also make sure you have interpreted it accurately. Because of the satirical undertones of many memes, you should double check that the meme you’re sharing is appropriate for the message of your brand. Memes can quickly become inappropriate and offensive when not shared in the right context. Know Your Meme explains the meanings of many popular memes so you can always know what your meme is talking about before you post it.

When deciding whether memes are something you should add to your brand’s social media strategy consider your audience, your brand, and the meme itself. Doing so will save you time, credibility, and possibly even embarrassment. Focus on crafting the best strategy for your brand, rather than just hopping on the next social media trend hoping for results.

Breanne Avedikian is a Junior Art Director and Graphic Designer at bloomfield knoble. She focuses on layout and print design and maintains visual brand consistency for our clients. A Starbucks addict and California native, you can find her watching movies, listening to country music or petting the dog at the party. And just ask her how much she loves Texas!

Connect with Breanne Avedikian

Who is bloomfield knoble?

bk is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise, or daily creative, technical and consulting support, bk provides a one-to-one approach.

Call Eric Hirschhorn to learn more at (214) 254-3805, or eric@bloomweb.com.


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Thought Leadership
Dr. Techlove, or How I Learned to Stop Worrying and Love Podcasts
bloomfield knoble Posted On February 28, 2019


Author: Andy Edwards

I don’t care who you are, podcasts are pretty dope… and they’ll suck you in faster than an episode of Botched on a sickday. Try it; trust me, you’ll never look back. [Sidebar: the editors/producers at the E! and Bravo networks are some of the best in the game… fight me.]

Podcasts, if executed properly, can be just as addicting and binge-able as some of the most well written — and some would say “poorly written, yet somehow successful” — television series out there today. There’s a certain familiarity with listening to podcasts and listening to traditional radio in that you’re consuming the program via audial avenues; however, podcasts offer something a bit more than their heard counterpart: near-complete content control.

The universal definition of a podcast, as provided by Wikipedia and endorsed by the Internet Advertising Bureau (IAB), is an “episodic series of digital audio files, which a user can download and listen to.” This concept of downloading “episodes” and easily digestible programs that fall within niche and nuanced interests allow for each user to individually curate their own library or playlist of content specifically targeted to their own preferences.

If you didn’t catch on right away, allow me to point out that the term “podcast” is a direct variant of the widely understood concept of “broadcast,” in which content is blasted out into the airwaves and received by those who tune in via compatible devices. We participate in broadcasting nearly every day through our televisions and radios, but broadcasts have to be just that…broad. There’s not really an efficiently feasible way to target specific users in a television or radio setting, so the content must be malleable, flexible, and not too distinct. Conversely, the etymology of “podcast” likely stems from the advent of the Apple iPod in the Early Aughts as it was hitting the tech scene and becoming adopted by more and more people. Thus, a new means of targeted content distribution swept the nation, and a cute pun was born.

If you asked me two or three years ago how I felt about podcasts, I probably wouldn’t have been as favorable. I tend to project some sort of undeserved stigma toward new-wave media technology—especially the ones that challenge my routine or require me to purchase specific hardware. Technically, podcasts don’t require much more hardware than your typical smartphone and a pair of earbuds, but still, I was reluctant to adopt them as a regular means of content consumption.

…that is, until I heard about Serial.

Sarah Koenig from the “Serial” podcast, produced by This American Life

De gustibus non est disputandum: This is a Latin maxim meaning “in matters of taste, there can be no disputes.” I cannot account for your particular taste in what you find interesting; however, the inaugural “season” of the Serial podcast is what hooked me on the format. If you’re not into “true crime” or investigative murder-mysteries, then it may not be your cup of tea. But if you are looking to venture into the world of podcasts for the first time, then I would absolutely recommend Serial as an engaging starting point.

The Serial podcast is structured like many podcast series: long-form, episodic documentary. During the initial run of the show, an episode with a runtime of about an hour is released onto a podcasting platform (like Apple Podcasts, Google Play, Spotify, etc.) each week. This amounts to usually 10-15 episodes that cover one story. The art of the “tease” is thoroughly and systematically employed, keeping the listener engrossed in the narrative and eager for each new episode. This style of programming reminds me of how Netflix was able to capture the streaming attention of its users by organizing and logistically serving what is perceived to be seamless content. For this reason, you may find yourself binging hours of podcast episodes during your daily commute. Likewise, the aspect of flexibility also proves to be a huge advantage in the medium. Listeners can pause and return to an episode at any time, which gives more control to the user. The emergence of this capability had a similar revolutionary effect that the DVR system had on the television industry.

There are other formats and structures to podcast programming, such as the talk show (sports comedy, etc.), narrative fiction, and informational/educational. While the gritty and suspenseful chronicling of Serial is what originally hooked me on podcasts, my passion for learning ultimately inspired me to look at other shows. That’s when I found Stuff You Should Know, which is an informational program that spends one episode (anywhere from 20-90 minutes) on one topic.

Charles W. “Chuck” Bryant & Josh Clark from “Stuff You Should Know” on HowStuffWorks.com

SYSK (as it’s known to those familiar) is a true podcasting treasure that challenges your perspective and general knowledge of subjects ranging from “How Royalty Works” to “How Decapitation Works,” or even “How Frostbite Works.” These are just examples of the diverse, yet interesting topics you might not know a lot about. And likely for this reason, SYSK has proven to be one of the most downloaded podcasting programs of all time with over a thousand episodes available.

Podcasts are free to download and subscribe to. So how do they monetize and sustain their content/business model? Advertising… duh. Just like any piece of media that appears to be delivered at no cost to the user, podcasts take advantage of advertising as a means to sustain a quality product. There are also other methods of monetization, such as a “giving” format through the use of donation services like Patreon. However, short one-minute commercial breaks are the most widely utilized form of “advenue” — get it? Like “ad revenue.” I digress.

Regardless of what you’re into, there is likely a podcast out there that satiates your listening appetite. This increased niche-ness allows for a wide variety of outreach opportunity. Advertisers can tap into this diversity and build tailored media plans that target specific shows that align with what their ideal consumer profile would listen to. This concept is routinely executed in radio and television; however, the arrival of podcasts as a formidable competitor to the status quo built by the foundations of radio and television has provided advertisers a different, yet effective avenue to reach their customers.

So instead of queuing up “Crank That” by Soulja Boy on your way home from work today or tuning your radio dial to that smooth jazz channel as you sit in the Wendy’s drive-thru, maybe try browsing the catalog of over 600,000 shows in the vast realm of podcasts. You may find something you really like… and take back the control of your content.

About the Author

Andy Edwards is the Director of Digital Services at bloomfield knoble. He possesses the hybrid skills of a strategic business executive and a creative, problem-solving designer; someone who is a catalyst for transformation and the agent of cultural change.


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AdChat DFW
Product Placement Impacts You — Even WHEN You’re Aware of It
bloomfield knoble Posted On December 19, 2018


Or “How Product Placement Can Affect Everyday Decision Making”

More specifically, how even I, a self-aware, independent individual who is fully aware of the concept of product placement, [accidentally] fell for a fictitious character’s recommendation after re-watching the 1995 rom-com Clueless, and thereby proving that product placement can be more than just a joke.

In the world of American entertainment, we are no strangers to product placement. It’s become so integrated into our society that it gets made fun of ironically — with more product placement. From subtle appearances like Nike in Back to the Future 2 to Wayne’s World’s infamous scene where they don’t want to sell out with Pizza Hut and Reebok, we are immersed in advertisements.

[Side note: I know those are both 90s movies, but that’s the recurring theme of this post. For something more current, check out the product placement overload in Man of  Steel.]

Product placement ads add small reminders called brand recall to your life. And if used strategically, they can act as a referral that vouches for the product.

Product placement has positive results.

U.S. product placement increased 13.7% in 2017 and continues to grow. This is because product placement has a pattern of very positive results. Now, you may love them, or you maymake fun of them with your friends, but that’s the point. You’re talking about the brand, which is what the company wants — to be at the front of your mind.

It’s probably been about 10 years since I sat down and watched Clueless, but I was thinking about how Paul Rudd doesn’t age… and well, here we are. As I watched this funny movie with my developed marketing mindset, three things stood out:

1. Some of the product placement goes unnoticed because it fits the setting. These are stores in the mall, shopping bags, cars, etc. And honestly, it’s perfect because it fits the setting of the movie: wealthy teenagers in 1995 Beverly Hills, California. Of course, they’ll go to a mall and wear designer clothing. Seeing them immersed in fashion makes perfect sense.

2. There is blatant product placement [that felt out of place] just twice. First is when Cher (Alicia Silverstone) is looking for a potential girlfriend for her debate teacher, we watch her first-person perspective as she makes her way through the teacher’s lounge. Suddenly, she gets distracted by a Snickers bar — then pauses and returns to her mission.

The second is a Mentos commercial when Ty (Brittany Murphy) turns on the television and watches/sings along with the classic 90s Mentos commercial song (i.e., “Mentos fresh and full of life”). Both are slightly awkward, but surprisingly fit the characters, so I let it pass.

3. The majority of the product placement is spoken. From designers like Calvin Klein to breakfast foods like Special K, the script is filled with product name dropping left and right, but always causally. So casually, in fact, that I can’t even guarantee that these companies/people are placed advertisements, or just used to fit the story.

My favorites include:

  1. “Buns of Steel” exercise videos
  2. Marky Mark (now Mark Wahlberg)
  3. CliffsNotes
  4. Snapple (lemon-flavored)
  5. Billie Holiday
  6. Hamlet (specifically the 1990 version, which Cher only watched because of Mel Gibson)

Fast forward to this morning, as I stopped at the drug store to get a few things. As I was deciding if I should get a soda to take to the office, I passed by an end-cap full of Snapple. I stopped and knowingly thought This is what Cher would have with her lunch. I must admit that it is way healthier than soda. 

I opted for peach over lemon, but I still made the purchase based off a fictional character’s preference — not even from a blunt visual like the Snickers bar, but from a fly-by comment about Snapple.

How did this happen? As a young, female adult living in a city, I am its target demographic. The advertising in this movie was aimed at me and others who essentially idolize Cher, or maybe young Alicia Silverstone.(I did binge watch old Aerosmith music videos after the movie.) Maybe it was a little bit of that, but don’t forget one of the most important steps in the consumer journey: Consideration (or Evaluation). I’m trying to drink healthier, and I was triggered by the end-cap to recall a memory of someone saying they liked Snapple. I then rationalized it with the consideration that it actually was a healthier alternative to soda.

Opportunity met brand awareness and familiarity to solidify my decision to purchase. Looking back, the name-drop worked a bit like word-of-mouth marketing — a recommendation from someone I trusted.

About the Author

Amanda Lovewell is a copyeditor for bloomfield knoble. She works to keep the brand voice intact for us, and for our clients. She lives for any form of artistic expression, especially music. One day, she would love to travel creating short stories about her misadventures.

Who is bloomfield knoble?

bk is a full-service, premier strategic marketing and advertising agency based in Dallas, Texas. Our clients include top 50 Fortune companies and unique businesses that seek a strategic partner to empower their offerings and growth. Whether developing an integrated advertising campaign, a direct marketing tactical approach, brand framework and positioning exercise,or daily creative, technical and consulting support, bk provides a one-to-one approach.

Call Eric Hirschhorn to learn more at (214) 254-3805, or eric@bloomweb.com.


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Thought Blogs
3 Reasons to Try Radio Advertising in DFW
bloomfield knoble Posted On August 22, 2018


By Amanda Lovewell

As I sat stuck in stop-start traffic on switch from 183 East to the Turnpike this morning, I was reminded of the power of advertising. Here I was, switching back and forth on my preset channels, looking for a morning rush talk show that I like. What was marked as a 20-minute commute on my phone was suddenly a 45-minute frustration.

Now, I’m never really one to plan my meals; I tend to let my mood decide or just skip lunch all together. However, I was quickly persuaded to get a sandwich today, as Subway, a favorite of mine (that I completely forgot about for some reason), played a simple commercial while I stared at the tail lights in front of me.

This small act made me think—maybe there’s something to radio advertising that’s worth talking about. Perhaps this seemingly old-fashion, slightly intimidating medium isn’t so removed after all, and, in fact, could really benefit your business if your audience lives or works in Dallas / Fort Worth.

  • Your customers are always driving [and probably stuck in traffic]

 Whether your target audience is C-level executives, college students or stay-at-home parents, they’ll spend some time driving. The INRIX 2017 Global Traffic Scorecard  reports that Dallas drivers each spent an average of 54 hours of last year stuck in traffic (about 6%), ranking Dallas as one of the top 30 global cities that has high traffic congestion. As maddening as that is, it couldn’t feel more accurate. Does this mean that your customers listen to the AM/FM radio while in their car? With this fact alone, probably not, but you have already increased your reach out of shear probability.

  • DFW has a huge music scene that utilizes the radio

 Between live music at restaurants or festivals and concerts at the American Airlines Center, it’s obvious that DFW is a place of music lovers. How does this help you? According to a 2017 Nielsen State of the Media Report, AM/FM radio reaches more Americans each week than any other platform (including phones and television). This means that, with a strong strategy that focuses on your target audience and their preference in music, you can create a planned approach to appeal to your local customers.

  • Your customers may need a medium changeup

 If your print and video campaigns seem to fall short, it could be an issue with impact. While we work within the average attention span of eight seconds, it may be harder than you realize to make an impression. In 2017, the IE School of Human Sciences & Technology (via the American Marketing Association ) conducted studies showing that “the average consumer is exposed to up to 10,000 brand messages a day.” What’s more, “consumers switch screens up to 21 times an hour.” That’s a lot of information to take in visually.

In this case, the Radio Advertising Bureau infers that radio can be used to additional medium to your regular channels, as a form of recency (or brand reminders). This small form of reinforcement can boost your reach and presence, so they’ll be reminded of you when they need your product or services. The concept is exactly how the Subway advertisement quietly persuaded me to have a sandwich for lunch today.

Where do you start?

Our team can help you identify who specifically are your customers and their needs. Once we know your marketing goals, we can strategize with you to make the most of your radio advertisements. Check out our services http://www.bloomfieldknoble.com/capabilities/ .

 

 


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