The Story of Bringing a Traditional Retailer into the Digital Age
Friends, let me tell you a story. It might hit home for many of you, but I promise a happy ending. Imagine if you will, your family has run a successful retail business with multiple locations around the region for over 50 years. This was your dad’s life. He was the guy. Everyone knew him, and his name drew people in. He stood for service and quality. He hand-picked the sales people who were on the floor. He knew them all by name. 50 years, every day he managed this business and he loved it. He knew how to bring the people in. You throw a big sale for Memorial Day and Labor Day. Newspaper and TV are the way to go to reach your audience. Then the internet came, he had a website built because he knew he needed to be online. Then, unfortunately, he died. Along with dealing with his death, now, this business, it’s all up to you.
The Center of the Sound
I’m a big jazz fan—classical, smooth, it doesn’t matter the type. I love all of it. Years ago I was at the New Orleans Jazz and Heritage Festival sitting under a small canvas tent on a typical summer afternoon, ready to listen to Branford Marsalis and his quartet. Branford walks up on the stage, grabs the mic, and looks out to the audience of about 32 folks and tells us he’s going on a discovery—searching for the center of the sound. I had no idea what that meant.
Advertising the way we wished it could be.
It’s time to bring back the fun.
Think back to the time before you actually worked in advertising. Whether it was a few years ago or more years ago than you’d prefer to think about, chances are pretty good you imagined it as just about the most fun thing you could do and still get paid.
Traditional Advertising for Non-Traditional Thinkers
Conventional thinking is a powerful thing. And today’s conventional thinking says traditional advertising is a waste of time, treasure and talent.
But to us, it’s not old media that’s dead— it’s old thinking. And old thinking never sees new opportunities—even in familiar places.
There’s more to producing commercials than giving a kid a camera.
I recently had the privilege of being involved in the concepting and production of a television campaign for our client, CarLotz. I didn’t have any experience in the area of television production prior to this project, so I was asked to document the process as seen through the lens of a first-timer.
My first thought? Wow! There’s so much creativity, work, time and talent that goes into the production of a 30-second TV spot that I didn’t realize until I was involved in the process. From concepting, to casting, to interacting with the director, each step is vital to the final product.
initiate-it’s Super Bowl Winners and Losers
For our staff at initiate-it, the Super Bowl means more than indulging in frosty cold beverages, countless wings, scoops of nachos piled with dips and the late-night wake up call named heartburn.
It’s the one day every year we get to sit at Super Bowl parties and actually be proud of our profession. On this hallowed Sunday, we get the pleasure of having everyone in the room turn to gauge our reaction and get our insight after every sacred commercial break. It’s the one day our parents are actually proud to call us their sons or daughters as they to announce at their parties, “You know my kid works in advertising, right? I wonder what they thought of that commercial?”