During the first quarter of 2016 we made two key hires –
Krystal Profitt as digital marketing strategist and Hannah Meldon as advertising account executive.
Krystal will support all of our clients by overseeing website content, digital media partners and creative, SEM, data analysis and lead generation. She will also support our social team with paid media strategy. Krystal joins MeadsDurket after building an impressive career in the digital space at companies such as Comcast Spotlight, Modea and NewCity. Krystal has been very involved with the National Executive board for Ad2, a division of the American Advertising Federation, serving as Chair and other key positions.
Hannah will be supporting the San Diego Honda Dealers and Del Mar Racetrack accounts. She joins the team following time with Vitro and EFM Agencies in San Diego. Previously, she lived in Florida where she worked at bfw advertising and Omni Advertising as a coordinator on numerous Hyundai Dealer Association accounts.
Integration or Unity.
Posted March 2016 by Tony Durket
Today’s most overused marketing buzzword is “Integration”. The idea is to weave together multiple marketing disciplines, platforms and partners into a single organism. The term came into vogue to fix the disconnect between traditional and digital marketing. It’s a wonderful-sounding word, but it’s misguided.
Integration vs. unity may seem like splitting hairs but it’s a crucial distinction. Integration is forced orchestration while unity happens organically. Unity occurs when an idea is so simple, so iconic and so strategic it doesn’t need to be forced, it just happens.
Here’s an example. A new client of ours was the sixth largest bank in California after a “merger of equals”. One had been a business bank. The other was a retail bank. They tried to integrate though everything from merged-processes to climbing cactuses.
We suggested unity.
After months of research in cities across California we found a very real commonality – whether it was a billion-dollar business, a wealth client, or a free checking account customer, the bank delivered exceptional, personal customer service. This was an opportunity to unite the vision and execution of the entire bank. But could we make it simple enough, strategic enough and iconic enough to create unity?
Invest in you.
MeadsDurket created a mantra to unite both the internal and external audience around a shared philosophy. The results were amazing, even to us. Within three years, the new brand not only communicated one vision to employees and customers but propelled the bank to become the third largest California. “Invest in you” unified not only the brand, but drove all internal and external marketing communication.
Today’s CMO’s face the formidable task of coordinating an unprecedented range of marketing channels, messages and partners. Integration is the goal. Unity is the answer.
The Value of Relationships.
Posted February 2016 by Gary Meads
As the agency business seems to rapidly morph from full-service relationships to individual project assignments, there is a powerful component that can be sacrificed as a result.
It’s called leveraged promotion.
In the case of our clients, it results in a dramatic increase of additional working media dollars in the market.
By managing all of the major aspects of the marketing and communications campaign – including the media – we’ve grown the impact of the Del Mar racetrack’s paid advertising budget by over 70%. And by leveraging the cash schedule with our media partners across all channels, we’ve increased Del Mar’s reach and exposure by an additional $4+ Million in promotion.
The result has made Del Mar one of San Diego’s highest profile events with a fraction of the out-of-pocket spending.
Can a name be worth $1 billion?
Posted January 2016 by Tony Durket
If it’s a name like Gates or Buffet, it can be worth a lot more. But a great marketing name whether it’s a for a company, a product, or an idea, can literally be worth millions. Because the right name can drastically reduce the costs of creating awareness and understanding. This is even truer when naming something virtual or complex, like a drug or an algorithm or an initiative. Unfortunately, Google has made creating and trademarking a name more challenging than anytime in history.
The name: Time of Use Electricity Rate Structure.
America’s energy utilities are revolutionizing the way they charge for electricity. For decades electricity bills have been based on how much energy each customer uses (measured in Kilowatts). But after years of analysis, the energy industry has discovered that a more important factor in the cost of electricity is the time of day it’s used, creating peak and off peak rates.
Our client challenged us to name this complex, new rate structure in an effort to streamline the costs associated with building awareness and understanding.
Our name: Whenergy™
Simplicity is powerful. In this case, we reduced a multi-page brief into a single, iconic word. Whenergy proved “understandable” “defining”, “perfect” and even “cool”.
What is a name worth? The most expensive domain name was bought for $35 million. A star athlete’s name can command an extra $30 million. And the most valuable brand name is worth $143 billion. The amount of money required to market a me-too name is substantial.
So the next time, you need to name something consider the benefits of investing in a really great name up front. It will cost a more in the short term but it will save you millions over time.