Ad Club Blog

Welcome to The Ad Club Blog.

With insights from our members, speakers, and partners, we're joining the ongoing and exciting conversation about everything that goes in on our industry.

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  • 12 Aug 2011 11:29 AM | DJ Switz (Administrator)

    When we asked a few of our friends how they stay on top of the crazy fast-paced industry that is the world of marketing and advertising, the number one answer was, of course, Twitter. Many of the Twitter accounts that people follow, however, are the accounts of popular websites, as opposed to people. So we thought it would be incredibly useful to create the ultimate list of websites/news sources and their corresponding Twitter accounts to follow to stay in touch with the industry, and what better way to create this list than by crowdsourcing it?

    The idea is to knock out the big ones here and let you fill in the blanks. Please share the sites you use to stay on top of the advertising world with us on Twitter, then we’ll update our Ad Sites Twitter list with the best of the best! Tweet your responses @theadclub with the hashtag #AdSites.

    Industry Sites: Agency and industry news at large - personnel changes, account changes, and editorial pieces.

    Ad Age

    Ad Week

    Agency Spy

    Media Post

    The New York Times: Media and Advertising

    Inspiration Sites: Pictures, videos, and articles on the latest trends, topics, and creative work.

    Brain Pickings

    PSFK

    The 99 Percent

    TED

    Contagious

    Digerati Sites: What’s new on the internet and in gadget land.*

    Mashable

    The Next Web

    Read Write Web

    TechCrunch

    Gizmodo

    Honorable Mention: Sites I love and frequent that just didn't quite fit one of the categories above.

    Creativity Mag

    This is my next… (transitioning to The Verge)

    Brand Channel

    Marketing Week

    Fast Company

    BostInnovation

    * There are A LOT of tech/gadget blogs out there. When tweeting us your favorite advertising-related sites, please use your discretion as to which one’s are strictly tech, or high-tech, and which ones are truly relevant to the advertising industry.

  • 26 Jul 2011 2:17 PM | DJ Switz (Administrator)






    Who's winning the battle of the bathrooms?

    Let's be real, Original Old Spice Guy, no doubt! Woooo #TeamOldSpiceGuy 4 lyfe!

    But, no, not really - it's Old Spice (and Wieden+Kennedy).

    Breakdown: Late last week the first New Old Spice Guy Fabio spots were on YouTube, this weekend they aired on TV, and yesterday we saw the promoted tweet: Fabio defeats Old Spice Guy? shake up the Twitterverse. From there, we were lead to a video in which Fabio challenges The Old Old Spice Guy to a duel (duel?), Live at Internet Stadium, which The Old Old Spice Guy then accepted.



    Where are we now, about 4 hours into the duel? Well, by my calculations we're in the middle of round 14 (in Twitter responses, that is), and, not to my surprise, the original Old Spice Guy is winning - at least that's what the views, comments, tweets and posts are indicating. Mustafa's videos are receiving a lot more views than Fabio's, and as for Twitter, well, there's no way to say for sure but from what I've seen #TeamOldSpiceGuy (@OldSpice or @IasaiahMustafa) is beating #TeamFabio (@fabiooldspices) - and badly. (The staring contest win was yet another for #TeamOldSpiceGuy).



    But let's take a step back.

    In the red corner, you've got the reigning champ, Isaiah Mustafa, aka The Man Your Man Could Smell Like, aka The Old Spice Guy. He's witty, outrageous, deadpan, verbose, and quite prolific in his content generation. He made The Man Your Man Could Smell Like one of the most talked about campaigns of last year, and he racked up over 100,000 Twitter followers in the meantime.



    In the blue corner, the challenger's corner, you have Fabio, The New Old Spice Guy, an Italian model who's most famous for writing romance novels with titles like "Viking" and "Champion." In his Old Spice videos he, too, is outrageous, speaks broken english, and his hair is equivalent to Mustafa's torso. In the past he's done some acting and he's actually been a spokesperson before (remember I Can't Believe It's Not Butter?), but his roughly 5,000 Twitter followers speak volumes in a battle going down in Internet Stadium.



    I think this begs the question, was this ever a fair fight?

    My answer, although still speculative, is probably not.

    News: Remember when The Man Your Man Could Smell Like campaign was fresh (pun intended)? Mustafa was doing hundreds of Twitter responses, and everyone was asking whether all the Social Media mumbo jumbo actually worked. Well, guess what, it did. So what's the deal with New Old Spice Guy Fabio and the lopsided duel between him and The (original) Old Spice Guy? They're doing it again, but this time, it's head to head, and we get to choose the winner. But no matter which spokesperson loses, Old Spice wins.

    Full-circle conclusion:
    Wieden+Kennedy nailed it for Old Spice. Garnering something around a quarter of a million views in just a few hours, giving Old Spice fanatics (at least on the Internet) something to get excited about, and essentially taking the internet by storm in a single day AGAIN, they've capitalized/revived on an old idea/campaign that will (and already has) get people talking about Old Spice and their men who you could smell like all over again. The best part about this win (yes, I'm calling it early), is that they've done it without reinventing anything. W+K took a campaign that worked, shook things up dramatically by changing the spokesperson, gave everyone a new reason to take to the Tweets, and added something new - a real-time crowdsourced campaign where fans can actually back their favorites. Where many campaigns might have died, or at the very least lost considerable steam, Old Spice has maintained constant dialogue. Granted they've had their highs and lows - right now being a high - they're not going to let you forget about Old Spice and your scent. Not even for one long-haired Italian second.

    What's next: This may be too much too soon, but since I'm already calling #OSGFTW (that's, Old Spice Guy For The Win), I bet they take this bathroom business to the streets, literally this time. Imagine Mustafa responding to people IRL (in real life), live from a porta-potty in the middle of Times Square... Ok, just kidding, but it seems as if the next step in this campaign is to bring it out of the internet and into the real world. I, for one, Can't wait to see how W+K does it.

    Thoughts on any of this? Am I totally and completely wrong? Call me out in the comments!


  • 11 Jul 2011 3:57 PM | DJ Switz (Administrator)

    There's been a LOT of talk about Google+ lately. Between first-round invites going for $20 on eBay, and the latest news, that Google+ is expected to hit 10,000,000 users today, the buzz in the blogosphere for the new social network is almost deafening. However, one thing that has stood out to me over these first few weeks of trial, especially once invites were made available again, is that while there are a LOT of users being added, there HASN'T been a lot of posting. I believe this is because there is a bit of a barrier of entry to the network, from a logistical point of view.

    A few people have asked me, personally, for a little Google+ lesson. And it makes sense, while the interface may be intuitive for a social media junkie like myself, it may not be to the average Joe with a Facebook and a LinkedIn. Seeing as the first wave of adopters, but probably not yo momma, have gotten an invite already, I figured it’d be a nice time to give a quick overview on the search powerhouse’s latest social network (after Orkut, Wave, and Buzz).

     

    If you’re on Google+ or are waiting for your invite, I’m going to assume that you’ve created a profile (of any type) before, so I’ll just skip “uploading a photo” and “creating your bio” instructions and all that stuff. (It should be pretty self-explanatory, anyways).

    What isn’t necessarily self-explanatory, however, is the basic nature of Google+, or, how it functions, logistically, as a network.

    So, the first thing you might want to do, through the 700-million-user lens of Facebook, is “write on your friend’s wall.” In Google+, there are no “walls,” per se. All you can do is write posts, which can include mentions (which you do with the “+” just like twitter and facebook’s "@" functionality), which will automatically ping, or notify, the person you’ve tagged. Posts can also include rich data such as links, videos, photos, locations, and all that good stuff. Furthermore, you can then share this post with as many or as few people as you would like. For example, you could make the post public, meaning that everyone can see it (even people without Google+), or you can share it with individual Google+ users, or groups of users, which, on Google+, are called Circles.


    Circles are how you organize your connections through Google+. Every time somebody adds you on Google+, you then add them to a Circle, or a group of connections. Google supplies you with 4 default Circles: Friends, Family, Acquaintances, and Following. You can also create custom Circles. The beauty of Circles is that nobody can see which Circles you are putting them in. So now, with one click, you can share that slightly NSFW video with your "Good Friends" and not your "Work Friends." Also, you don’t have to put connections into Circles at all, which puts their posts under the Incoming tab under the Stream options on the left. So, to get to my point, when you create a post, you can share it with a Circle, or specific group of connections, which is a big time-saver if you’re smart about organizing your circles (hint).


    You can also filter your Stream, all of your connections’ postings (as well as your own), by Circle. This is akin to Facebook Groups and Twitter Lists. For more about Circles head over to Alan Lepofsky’s blog.


    And then there’s the +1. +1’s are equivalent to Facebook’s “like,” except with a broader reach. Google allows you to +1 posts, comments, and even web pages right in Google Search results. Google records all of the pages you’ve +1’d in your Profile, under the +1 heading. Click the picture below for the official +1 video from Google.


    So what’s left? Sparks, Hangouts, Chat, and the Navigation bar.

    Sparks is Google+’s curation engine. Click on Sparks, explore the featured topics, and try punching in some of your own. Add a topic to your spark, and you’ll find that under the Sparks link in your stream, you will now have shortcuts to the topics you’ve pinned.

    Hangouts is Google+’s video chat feature, which allows for up to 10 users to chat with one another. You can add users individually, or by Circle (notice that Circle’s are everywhere).

    Chat is just Gchat in Google+, or AIM for the old-schoolers. No explanation required.

    Finally, we have the Navigation bar. You may have noticed Google’s slick new black-and-red bar at the top of your existing Google products. Well, in Google+, you’ll find some new additions, justified to the right. There you have Settings, Share, Notifications, and [Your Name].


    Settings are pretty self-explanatory - you can control which types of notifications you get emailed for, extended privacy settings etc.

    The Share button at the top of the Navigation is great - you can share from anywhere, like from an organic Google Search, without having to navigate back to the Stream.

    Finally, Notifications, which turn red when there are new ones, are also very intuitive. For example, when a new person adds you to their Circles, you are then given the option, via drop-down menu, to add them into your Circles. Also, when somebody comments on your post, a post you were tagged in, or a post you’ve commented on, you can reply, share, +1, and all that jazz, right from the Notifications drop-down!

    Under [Your Name] you have the option of jumping to your Profile, Circles, Account Settings, and Privacy Settings.

    And that concludes this very basic Google+ lesson, hope it helps!

    PS: Great way to see what your Privacy settings are ACTUALLY doing – go to your Profile and click, “View as…”

  • 30 Jun 2011 12:13 PM | DJ Switz (Administrator)
    Twitter was abuzz Monday, June 28th, as the crowd at The Liberty hotel frantically tweeted under the hashtag #AdClubRetail. The buzz was for The Ad Club's first ever retail event, Breaking the Retail Code, which drew such diverse speakers as Jay Gordon, CEO of Bodega, Steven Davis, President of Rue La La, Michael Hendrix, Location Head & Creative Director at IDEO, Dave Powers, VP of Global Retail at Converse, and Co-Founders of Partners & Spade, Andy Spade and Anthony Sperduti. Big brands and little brands shared stories of success on a stage decorated with mannequins…


    Maven of all things digital, Mike Schneider, started the day off with a talk titled, The Game Done Changed, which covered the various ways in which the digital world is affecting retail. Delving into various applications and experiences that effect the shopping experience, Mike set the tone for the conference, the key takeaway being that brands must "engage, and engage often," because "through devices, everywhere is a marketplace, everywhere is a store."

    Mike stayed on stage, iPad in hand, to moderate the panel titled, "Shopping Without Boundaries: Buy Anything, Anywhere, Anytime," featuring Nataly Kogan, VP Consumer Experience at WHERE, Inc., Andrew Paradise, CEO of AisleBuyer, and Jeong Eun Woo, Associate Director at Microsoft. Nataly shared how her company, WHERE, is attracting users with targeted deals. "Reach, relevancy, and redemption," that's what it's all about for WHERE. Andrew spoke about how his app can help streamline the checkout process by allowing customers to create custom shopping lists and use their mobile phones to self-checkout. Finally, Jeong demonstrated the power of the Microsoft X-Box and Kinect, which allows users to make purchases through the X-Box without ever getting off the couch through voice control!


    Next, John Mulliken, VP of Media & Strategic Initiatives at CSN Stores, shocked us all when he told us that CSN stores is the second largest online retailer of home goods and housewares and the 10th largest online-only retailer, period. The Boston-based company is a conglomerate of 200 separate e-commerce sites, employing over 800 people in the area.

    The next panel, “Retailing in a Digital World: How Leading Brands Are Finding Ways to Win,” saw a new moderator, Stephen Arthur, Head of Industry and Retail at Google, take the stage, joined by 
Nancy Dynan, VP Corporate Marketing at L.L. Bean, 
Dustin Humphreys, Director of Digital Strategy & Operations at CVS, and
 John Mulliken, VP of Media & Strategic Initiatives at CSN Stores. Nancy informed us that while catalogs are still L.L.Bean’s number one seller, they learn much more about pre-purchase behavior from online sales. Furthermore, customers who call L.L.Bean direct are the most loyal – for some reason, people just like to talk to people from Maine! Dustin told us all about how the CVS Customer Care Card, catalog (digital and print), and pharmacy are key drivers of their business.


    After lunch, the final panel, Death of the Wallet, began, this time moderated by Mark Borden, author of B Drive and former Senior Editor at Fast Company. The panelists, Tom Burgess, CEO of Clovr Media, and Rich Muhlstock, VP of Brand Advertising and Marketing at American Express, told us two very different, but very persuasive stories of new technologies that are eschewing paper payments. First, Tom explained the mysterious name of his company, which conveniently represents what it is they do - that being the creation and implementation of Card Linked Offers (and) Virtual Redemption. Card Linked Offers, or CLO’s, are banner, text, video, or mobile ads that, when clicked, or Virtually Redeemed, apply savings directly to a consumer’s credit or debit card. Next, Rich told us about American Express’ new project that he’s heading up called Serve. Serve is American Express’ take on the mobile wallet, a mobile app that allows you to load money onto your Serve account from your American Express card, and then use the app to pay for things and transfer funds securely, wherever American Express is accepted.

    #AdClubRetail’s tallest speaker, Jay Gordon, towered over our on-stage mannequins to tell us about his big retail idea – to open a store and do everything wrong. Jay is the owner of Bodega, a well-hidden limited-edition sneaker store disguised as a crummy convenience store. Jay told us how exclusivity, a lack of advertising, word-of-mouth, and a little known, yet starved community of young sneaker-heads allowed for a store where you have to step in front of a soda machine to enter to flourish. Now that’s some serious retail power.


    Prompted by Stephen Arthur, Steven Davis, president of popular flash-sale site Rue La La, told us about the power of a passionate community. Rue La La’s community is highly engaged, and for good reason – the sales are consistently luxury brands, and they’re packaged the right way – with custom modeling and a fancy splash page. Now, 10% of Rue La La customers head to the site around 11am (when the day’s sales are released) EVERY DAY, and 20-30% of their weekend business comes from mobile! That’s a dedicated customer base. And it only gets better – Steven told us that Rue La La is better serve their male customers, and that we can expect a much more personalized, tailored Rue La La experience in the future.

    Next, Michael Hendrix, Creative Director and Location Head at IDEO, and Dave Powers, VP of Global Retail at Converse, took the stage to tell about the fact-finding mission that lead to Converse’s first batch of retail stores. Turns out, Converse owners are a specific type, but they’re very hard to pin down into one category – that’s because they aren’t defined by any one tribe, but rather, how they float between several tribes. This lead to the eclectic Converse stores that we now have where old Chucks hang from the ceiling, customers can design their own shoes and have them made in-store, and the aesthetic of the unorganized totally works.


    Our final presenters to grace the stage, Andy Spade and Anthony Sperduti, brought retail into a new light with their presentation showcasing their work with J. Crew. When the mega-retailer came to Partners and Spade in need of a brand pick-me-up, What Andy and Anthony proposed sounded ludicrous: an unbranded bar-turned-retail store that was also a functioning art gallery and used bookstore. That idea became The Liquor Store, and without solicitation, The Liquor Store was picked up by major news sites and fashion blogs around the world, and provided the brand buzz that J. Crew needed. And the idealogy behind all this? “The bigger a brand gets, the smaller it should act.” Smaller, meaning more fun, whimsical, and local, not cold, self-promoting, and omnipotent. Why? “Because no one likes big.”

    Be sure to check out the full Retail site, browse the photo album on our Facebook page, and follow us on Twitter to keep up with us in real time!

     

     

  • 28 Jun 2011 1:50 PM | DJ Switz (Administrator)
    The Ad Club's CMO Breakfast series features a different CMO (Chief Marketing Officer) or brand leader to present and lead a discussion on major industry trends and topics, typically in light of their own brand. With help from our sponsor, Microsoft, The Ad Club is able to bring these major New England brand representatives to Boston several times per year.

          

    --------------------------------------------------------------------------------------------------

    What do you think of when you think about Xerox?

    Probably something like this, right?


    Well, courtesy of Jason Bartlett, Director of Global Advertising at Xerox, allow me to give you a little taste of the new Xerox; the reinvented, rebranded Xerox; the Xerox that is "Ready for Real Business."







    THAT's the new Xerox. The Xerox that leverages it's big-name clients like Ducati, Procter & Gamble, Marriott Hotels, and Michelin Tires to prove that their business solutions really work. The Xerox whose business services earned them more revenue than their business products last quarter.

    The beauty of this campaign lies in the execution. Xerox knows that they can't convince the public that the work they do is exciting, especially through traditional advertising. But they can easily convince us that they are more than willing to take care of the not-so-sexy stuff behind the scenes so that cool companies like Ducati can keep doing cool things, like building really fast and beautiful motorcycles. This positions Xerox as the necessary (functional) element in the equation of a successful brand (e.g. Procter & Gamble, Marriott Hotels, and The New York Mets).

    Not convinced?

    Click the screenshot and head over to www.realbusiness.com, Xerox's new microsite. Our Twitter followers called this, "hands down, the best B2b site" they had ever seen. So play around, watch some case studies, and be sure to download the free "Business of Your Brain" desktop app for Microsoft Outlook.



    So, has Xerox done enough rebranding to change your perception of the brand as a whole? What do you think about their media placements? Have you seen these spots or their print counterparts before? Let's have it in the comments!

    (or on Twitter: follow @theadclub and use the hashtag #adclubCMO)
  • 14 Jun 2011 12:50 PM | DJ Switz (Administrator)


    It’s been exactly one week since our last annual EDGE Conference, and while we’re still sifting through all of the great pictures, video, and presentations we have from the event, we thought we’d take the time to give a brief recap of the day’s events, highlighting what stood out to us.

    While the EDGE conference has always been about innovation in branding, the focus of this year’s conference was on the individual, and how brands connect to customers on a human level. The conference was divided by three cutting-edge ways in which brands are connecting with their customers – through stories, tools, and games.

    While the first portion of the conference was all about stories, the first man to take the stage, DJ Patil, spoke about a tool, the official app of the EDGE conference, Color. Color is a location-based picture-sharing app that allows users in a certain proximity to each other “take pictures together.” Through this powerful tool, we can now relive the EDGE conference through a total 288 photos and 33 videos from 42 different contributors!

    Follow the link to view the entire EDGE Color album.

    First to take the stage was Johnny Cupcakes, lesser-known-as Johnny Earle, who delivered the opening keynote - the story of his brand and what worked for him. Johnny was authentic, funny, weird, and a little random on stage – all elements that he claims have helped propel his brand, Johnny Cupcakes, to the hip, exclusive, Boston-born beast that it is today. He wrapped up his speech with a video from the opening of his London store, which really gave us a look inside his stores, his employees, and his brand fanatics.



    STORIES

    The story of the Timberland brand, as told by Jim Davey, was one that stuck long after he left the stage. Jim spoke to us about using media to tell stories, which he demonstrated through a series of video and interactive web content that were not only entertaining, but really helped define the brand.



    Next, Rob Willington of Swiftcurrent Strategies, reminded us how politicians, especially during campaign season, are telling stories to garner votes. “Yes we can,” anyone?



    Sean Carasso, founder of Falling Whistles, delivered the most emotionally charged and engaging story of the day. With the aid of some truly powerful imagery and dynamic video, Sean weaved the story of the plight of the children of the Democratic Republic of Congo with the story of his bootstrapped not-for-profit that’s blowing whistles for change.



    TOOLS


    One tool that we all know very well is video. What we learned from Paul Hochman, tech analyst for the Today Show, however, is just how powerful a tool video can be in gadget sales and retention. Watch a few of his, "The New Simple," videos for Amazon.com and you’ll agree.



    In a rapid-fire panel, we learned about a few new tools, and how businesses are using older tools in innovative ways to build their brand! The highlights in this panel were the new tool Smarterer, and Chef Duarte of Taranta restaurant, who's putting a new twist on an old tool, QR Codes.

    You’d think that jaws would hit the floor when author William Powers got on stage at a conference about innovation to talk about his book, Hamlet’s Blackberry, but you’d be wrong. Bill delivered an excellent speech, praising the tools we use, but advocating for balance – a sentiment that seemed to go over well in an audience that were watching Twitter trends for the hashtag #adclubEDGE.

    GAMES

    Amy Jo Kim of Shufflebrain started off the games section right, getting us all excited about gamification, game mechanics, and social games.



    Zipcar CMO Rob Weisberg told us about how fun and games have driven Zipcar’s corporate culture and customer base all the way to the forefront of a category that they practically created – ride sharing.



    While the conference opened with a demonstration of a tool, the Color app, it closed with a story – a story about stories from Grant McCracken. Grant stroked many of our marketer-egos when he credited us as some of the best storytellers around with our ability to tell a story in 30 or even 15 seconds!

    And finally, we learned a little bit about social influence with the presentation of the EDGE Conference Influencer Award, delivered by Agent 209 and Digitas to Marc Grubb, better known as @ka_POW_er. Another congratulations to Marc, who showcases his award rather appropriately…



    And with that, we wrap up the wrap-up of the 2011 EDGE Conference. Be sure to check out our next big event, Breaking the Retail Code, on June 27th!

    Don’t forget to join our conversation about all things marketing and communications on Twitter – follow @theadclub!

    Finally, be sure to read the AMP Agency EDGE recap, which fills some holes that this post left, and Mike Schneider's post all about Color on the Allen&Gerritsen site!

    DISCLAIMER: We know that we left out a few remarkable speakers from this recap, but in an effort to be brief, we will simply name those individuals here and urge you to pay attention to them, their companies, and be sure to watch their video from the EDGE Conference, which will be posted to the EDGE site soon.

    Deb Roy :: Bluefin Labs | Micheal Flaherty :: Walden Media |
    Thaddeus Fulford-Jones :: Locately | Steffan Berelowitz :: BlueTrain Mobile
    Lisa DeSisto :: Boston Globe & Boston.com | Lara Lee :: Harley Davidson
    Dan O’Malley :: PerkStreet Financial

  • 13 Jun 2011 2:44 PM | DJ Switz (Administrator)
    Editor's Note: This article was written by the folks at Super WebOmatic. Super WebOmatic is a web design company that designs and builds custom websites on WordPress’s CMS. Super WebOmatic provides hosting as well as on-site SEO, and also offers features such as unlimited pages, blog, photo gallery, social media links, and contact forms. Contact Super WebOmatic for beautiful, affordable, and painless websites, and if your site simply needs a redesign, Super WebOmatic's Makeover Machine could do the trick!



    Great web design is the best lead generation tool you can give your business...

    ...and great design doesn't have to be difficult or expensive. A remarkable design creates that warm feeling that connects you to the brand. Good design helps your visitors immediately recognize whether you have what they need.

    Over a cup of coffee we decided to give the HubSpot homepage a little makeover.

    Why did we choose Hubspot?

    1.) They just raised a crap load of money
    2.) They know lead generation
    3.) We like to pick on the bigger kids :)

    In under two hours, our designers at Super Web-o-matic put a fresh face on HubSpot -- the ballers of inbound marketing -- from intimidating and technical user interface to friendly, inviting, and results-centered conversations.

    HubSpot, one of Cambridge's most successful startups, offers their thousand’s of clients a platform focused on helping drive leads and make more money. How? A simple answer: more leads + more information on those leads + a better conversation with those leads = more sales. They have generated hundreds of thousands of leads for their own business in just a few years.

    So do they really need to improve their own website?

    Let’s assume that a better design equates to a 0.5% increase in leads for them. That would be worth it, right? We think so, too.

    Many people think of design as pure decoration. If you’re watching the Apple share price you’ll know design is more about how something works than how it looks. Web design, specifically, is about functionality. It’s about making it work.

    So let’s deconstruct the HubSpot site and see what parts need a new coat of paint and which parts need a kick in the pants. Let’s be clear, we really love what HubSpot’s doing, we just want to see them do it better.

    Here's Hubspot's homepage as it stands now:



    HubSpot's homepage is a bit cold. Gradient greys with a uniform font, and very little color throughout. The primary real estate is copy-heavy and the imagery is of a back-end user interface, which feels a little daunting and offers little insight into what's available once you are a HubSpot customer. The font is impossibly small on these images and there is no indication that the interface will generate real results. Little about this homepage suggests that you'll make more money if you pay HubSpot. Even the desired actions -- learn more and free trial -- are small and underwhelming, visually. Ironically, HubSpot’s design is working directly against their lead generation claims. They may not get tons of traffic to their home page (it might be directed to deeper pages) but why take the chance?

    Some entrepreneurs dismiss the importance of beautiful design, suggesting that if Craigslist can get away with it so can they.

    The truth is attractive things deliver a positive message about performance. There are tons of studies showing that our emotions drive our decisions. Behavioral experts have proved this time and time again.

    Here's what we thought HubSpot could do without:

    ●    Cold, industrial greys and an otherwise dull palate
    ●    Copy heavy
    ●    Poor use of imagery
    ●    Calls to action are visually bland
    ●    Unclear as to what HubSpot does and why you should pay them

    And here's what HubSpot's homepage looks like, Super Web-o-fied:



    Our version of HubSpot's homepage deals with these issues head on. We have used the header space, the primary real estate, to spell out exactly what HubSpot does (inbound marketing) and why you should pay them (because you'll make more money). We have used a quirky scientist to highlight a concept that HubSpot is the master of the lead generation tools. This comes across as the winning formula: get found + convert leads = more money. The call to action is clear and bright, letting the viewer know, immediately, how HubSpot can help their business and what they should do to continue the discovery process. For those prospects looking for more information, we added a video case study, which offers some intimacy to testimonial validations and also adds some color. Successes call out specific benefits of HubSpot, and this validation of the brand's strength is displayed in an attractive but not offensive or overly distracting fashion in both the "Featured In" and "Our Investors" areas.

    Here's what we added in our redesign:

    ●    Clear value proposition for potential clients: make more money
    ●    Clear explanation of HubSpots offering: inbound marketing tools
    ●    Clearer, brighter call to action
    ●    Warmer, bolder color palate
    ●    Fun, cheeky imagery (which has been a huge success with MailChimp)
    ●    Less copy

    More than a logical process, or a system informing design, Super Webomatic's approach evokes a feeling. It suggests that HubSpot is a fun company with an authentic personality. Humor helps bridge a trust gap and warms initial interaction with the brand. This design proves, without words, that HubSpot is a valued brand, that HubSpot values their own brand, and that HubSpot will, in turn, value yours.

    We’re nowhere near as successful as HubSpot so who the hell are we to tell them what’s good and what’s not. Maybe these ideas will help, maybe they won’t. Either way we had a ton of fun creating something new and cool.

    Keep it sizzling!

  • 24 May 2011 2:45 PM | Hari Skourtis (Administrator)
    Look at the characteristics of innovators and you find at the root a desire to solve a problem in a way that it has never been solved before. Whether this is the improvement of existing processes or creating and solving for new use cases, there is always risk involved. Normally investors make modest investments in development to seed innovation. In the case of Color, modest is 42 million dollars. 

    CEO Bill Nguyen talks about the vision of a next generation location-based service that identifies you by your device, figures out who is operating in your circle and can help track and tell the story of events in real time. 

    Color builds your social graph for you. When taking pictures, Color analyzes location, noise and directionality to determine where you are, who you are with and what is interesting. While they have not worked it all out quite yet, they have a very ambitious roadmap that, should they succeed, will change the way that social networks are created and stories are told. 

    Chief Product Officer of Color DJ PatilThis summer The Ad Club brings Color to Boston for the first time. The Ad Club welcomes Color's Chief Product Officer, DJ Patil to Boston for The Edge Conference on 6/7 at Royale. DJ is the former Chief Scientist for Linkedin and is responsible for the delivery of many forward thinking, data driven LinkedIn.com features like the People You May Know, Who's Viewed My Profile, Talent Match and more. DJ will help kick off The Edge Conference with a demonstration of Color. People wlll be encouraged to try the app during the event on their iPhones, iPads and Android devices to get the full experience before he returns later in the day to give a talk on their vision and roadmap. 

    We hope to see you the event. In the meantime, please download Color on your iPhone by scanning this QR code. Color should be live on the Android market again soon. You don't even need to create an account. Come ready to help innovate!

  • 08 May 2011 6:46 PM | Zach Cole (Administrator)

    As many people are now aware, I am in the process of wrapping up my time as the social media director for The Ad Club, as I brave a frenzied trek across the country to Silicon Valley to work with Edelman Digital.

    Having only worked with The Ad Club for about six months – a far cry from anything resembling longevity – I certainly do not believe that my impact on the Boston media, marketing and tech scenes was one of monumental importance. Regardless, I wanted to deliver a formal and heartfelt goodbye to my fellow colleagues and everyone in and around Boston who has supported me as I’ve grown up alongside them.

    I owe a tremendous thanks to Kathy Kiely and The Ad Club for giving me this opportunity. I suppose I should also thank Chase Garbarino and the folks at BostInnovation for helping me get connected to The Ad Club in the first place. I remember first meeting with The Ad Club team at Mooo atop Beacon Hill, during what was the busiest time of my life. I felt excited, honored and downright lucky to be the recipient of such a job offer, especially while still in school.

    During my time at The Ad Club I was able to help create many incredible events from CMO Breakfasts with representatives from the Celtics, ZipCar and The TJX Companies, to the Women’s Leadership Forum. We hosted Twitter chats, filmed Big Orange Couch sessions and grew our roster of stellar members and sponsors (without them, none of this would be possible). And as I move west, The Ad Club also moves – just a bit north into new digs that will properly accommodate all of their spirit and creativity.

    At the same time, this leaves a terrific job opening at The Ad Club. The next social media director will have the opportunity to work directly with the biggest name brands, Boston’s best ad agencies and tech companies, and many of New England’s brightest people. I sincerely hope that whoever fills this role has an unparalleled passion for social media and marketing.

    It’s been a pleasure to watch The Ad Club grow over the past six months (although The Ad Club has been steadily growing for six years), and I have all the confidence that this growth will continue as a new social media director picks up where I left off. To the rest of the Boston community – know that I will continue to follow and support your efforts from the other side of the country.

    Boston is and always will be my home, and I certainly have nothing but love for the city and people that raised me. So thanks again, Ad Club, for allowing me to be part of something bigger.

  • 29 Apr 2011 4:13 PM | Zach Cole (Administrator)
    Editor's Note: This article was written by Beryl Loeb of The Loeb Group. Beryl Loeb is a trainer, coach and facilitator helping advertising, PR and web marketing agency professionals boost their communication and people skills. Beryl’s worked with agencies in Boston for thirty years. Learn more about her firm, The Loeb Group, and let her know if she can help you and your company at: http://www.theloebgroup.com.




    The team has been working on the product launch recommendation for four intensive weeks. You’ve scheduled a one-hour meeting with the General Manager of the Division, the VP of Marketing & Sales, and Advertising Director. There’s a high level of anticipation and excitement. The meeting starts with the typical handshakes and offers of food and beverage. As everyone settles in, all eyes turn to the agency team to kick off the meeting.

    Here’s where most presentations go wrong: We tell the client we’re excited to share with them our big idea for the product launch and then introduce twenty to thirty data-packed, dense slides with our research (alternating slides of charts and bullets). Not too many huge ah-ha moments yet, but we’re definitely proving how much the agency knows and we want to firmly establish the context before sharing our big idea. More than thirty minutes into the one-hour meeting with the clients clearly getting impatient (and checking their Blackberries), we finally get to our big idea. You just have to look closely because it’s buried somewhere on yet one more bulleted slide, which we read so that the client doesn’t miss a word…Arrrrrgggghhhhhhh.

    Rather than overwhelm your client with information overload (which you know in your gut is too much information):

    1. Grab the clients' attention from the start by talking about them, their business and their opportunity (not seen through the lens of our hard work). Only talk about data that highlights an insight or is brand new to the client. If you have breakthrough customer testimonials, include three, four or five bubble quotes with just the salient points from the testimonials. The rest of your too-complex charts adn graphs can be included in an appendix.

    2. Showcase your key points. Less is definitely more. Imagine one sentence in the middle of a slide. Or just three words. Or one picture. Too often we ask designers to jam-pack our slides with a crushing amount of information. Agencies are better served by editing, editing again and editing one more time (three times!) to make sure that they've culled out all extraneous information.

    3. Don’t bury the big idea.  Imagine a drumroll building up to your unveiling of your big idea.  Set it up with a bit of drama -- presentations are theater! Let your body language (standing tall, arms open, big smile, eyes wide open with your eyebrows raised) and verbal delivery (a pause followed by exquisite enunciation) tease as you present your big idea.  Advance the slide to reveal a visually distinctive and compelling slide that launches your idea. Support the idea with a well-told story that reaches deep inside your client’s brain, soul and gut!

    Decide right now that as you craft your next presentation you’ll remove all the barriers and clutter that make it hard for your clients to see your big idea – and importantly – how your big ideas will benefit their business!


 

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