Daily Dose

Production Meetings

Fusion Posted by Fusion

Every advertising agency has their version of a production meeting, and we wanted to share our process here at Fusion.

The purpose of a production meeting is to quickly debrief and keep an open line of communication among staff. It’s vital for us to stay organized and maintain strong time management – especially when clients are depending on our work.


We have daily production meetings at 9am that are led by one of our Account Managers. During the meeting we discuss what deadlines are approaching, keep track of ongoing projects, and make sure everyone is on the same page. Our goal is to finish each meeting within ten minutes, and get a good sense of the current workload.


First, we gather around the wall we dubbed our "work board”. The wall is coated in magnetic paint and holds dry-erase magnets, which are perfect to organize and display our work.


Each member of the creative team has a space on the board with all of their current projects. The Account Manager starts by asking each creative how their projects should be allocated – into today, ongoing, or on-hold. Together, we dictate what is being prioritized, and what can wait.


By going through each person separately, we get a good sense of who needs help and who can handle a few extra projects. At the end of the day, it’s important for us to make sure that everyone has a manageable workload and can meet deadlines.

Not only are production meetings useful, but they also give us a chance to chat and catch up – which is nice, considering we spend most of the day busy on projects.

Let us know if your workplace has something similar to a production meeting. What is your process like?

 

 

What are you watching on television?

Violet Posted by Violet

It’s the middle of January. It’s too cold to go outside, and everyone’s too broke from Christmas to go anywhere else. Television networks count on this trend so they can start their mid-season schedule in January, leading up to ratings period.

Some viewers may finally be watching the resolution to a pre Christmas cliffhanger, and others will get a glimpse at shows that were delayed waiting for their big debut. This season will be no different. As new television programs finally get their chance to shine, some will begin their swan song leading up to their series finale. Glee, Parks and Recreation and Cougar Town will all be ending this spring.

One new program that should be of special interest to Winnipeggers, is Sunnyside, which premiered January 8 on Citytv and began filming here in 2014.

http://youtu.be/Bmm60XYVneU

Here’s how the sketch comedy has been described.

“From hipsters and young professionals to yoga moms and romantic crooks, Sunnyside is a quirky neighbourhood in transition, where residents aren’t always what they seem and surprises lurk around every slightly dingy corner.”

Sunnyside, starring a talented ensemble cast featuring the hilarious Kathleen Phillips (Dan for Mayor, Mr. D) and Pat Thornton (Satisfaction, The Jon Dore Show), brings a daring new flavour to prime time television. Canadian comedian Norm MacDonald (Saturday Night Live) also joins the cast as the voice of “The Hole” – supposedly an open manhole that replaces the Internet.

Well, that sounds interesting.

But hey, even George Clooney started out as a handyman on The Facts of Life in the late ‘70s.

Let me know what television programs you’ve been watching this year!

Does Controversial Advertising Sell Product?

Dave Posted by Dave Does Controversial Advertising Sell Product?

An ad for Just Liquid Soap states, “If you aren’t totally clean, you’re filthy.”

I recall fighting tooth and nail over some of the ideas my creative team would come up with in years gone by. With a sly smile, they would show me something that was way out there, something that could be argued was in the land of controversy…while others might say, in the land of bad taste.

“But it will get attention! And that is what we are all about! It will stop people in their tracks and make them pay attention."

“But it will royally screw up their brand," I would say.

Here’s one that you might remember that went viral in 24 hours and got 15 million views on YouTube in just eight days. The ad agency was tasked with dealing with Kmart’s out-of-stock issues. It’s absolutely brilliant and funny, but…

youtu.be/I03UmJbK0lA

…but, it created backlash and made it onto the Today Show asking if the ad went too far. Messages to kill the ad flooded in, but Kmart’s agency followed with another brilliantly conceived, but…

http://youtu.be/m1yir-p68xM

…but maybe too much and off-brand, with kids sounding like they’re swearing on TV.

Kmart is a family-friendly retailer. And this campaign was counter to their brand image. It gained incredible attention, but did it sell product? Kmart’s sales fell over 2% in that quarter. The lesson learned here, I think, is that if you want to be controversial, it has to fit the brand and you have to create that edge in the shopping experience. Kmart didn’t and people who loved the ads found nothing new and exciting at Kmart. And those that hated the ads shied away from shopping there.

Here’s one that worked, but everything fits (and I received it in our office Christmas gift exchange…and (testimonial warning) it works!)…

http://youtu.be/ZKLnhuzh9uY

32 million views on YouTube and a 90% increase in sales, expected to climb to $60 million. Reactions to the ad were extremely positive.

Here’s one that failed miserably and shocked everyone associated with the brand and was pulled the same day it ran…

http://bcove.me/561if14m

I think you can see why. Of all things, “suicide” doesn’t sell. It can have impact, but look out!

I find that when we can fit the sentiment of the ad with the sentiment built into the brand, and we can be controversial, we can win. Otherwise, controversy can stink in advertising.

(with help from Terry O’Reilly at CBC’s “Under the Influence”)

What others had to say:

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Posted by: AwPn4grf2 | February 8, 2016

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Posted by: AhNaf835ra | February 8, 2016

So you want more Instagram followers?

Audrey Posted by Audrey

In our current social media-filled world where everyone is vying for attention and trying to increase their following, it’s important to have a strategy. I’ve put together a few tips that can help improve your Instagram presence if your business hasn’t been getting the results you want.

First, let’s talk about followers.

When someone is deciding to follow you, it’s very much like a first impression. People know what they like, and really know what they don’t like. Someone will give your page a quick once over and decide if they like what they see in seconds. Of course I’m generalizing, but it helps to think of social media this way. As a whole, how are you portrayed at a glance?

Here are a few different types of followers. Try to decide who you have the best chance of appealing to, and figure out how you can cater your content for them.

1) The Beautiful Photo Lovers

Beautiful is the operative word here. Everyone has different taste in photography. Some people are minimalists, some people like cheesy clip-art. (Okay, we all know what camp I’m in.) But, quality tends to prevail and result in the largest following. People who follow accounts with gorgeous photography either do it for their own inspiration, to add a little beauty to their day, or to wish they took the picture first.

Even if your company isn’t H&M, photo quality matters. Uploading photos that are pixelated or over-edited will rule out these potential follows, and even worse, you may appear unprofessional. Invest in a good camera or quality photo-editing app if you want to go the extra mile. I recommend VSCO Cam or Afterlight. Please avoid over the top editing – I'm talking to you bokeh lovers!

2) The Avid Learners

Ah learning, the greatest joy in life. Before Instagram, I didn’t even know what “detox water” was – apparently adding fruit to your water helps rid your body of toxins. Who knew! There are multiple, wait thousands (millions even?), of fitness-themed accounts that are chock full of inspirational quotes, meal tips, training videos, etc. Users who follow accounts like this are interested in the subject matter, and want to learn more on a daily basis.

When you serve up insightful content it makes people feel like they’re making progress just by looking at photos. Other account themes include: foodie/recipe ideas, fashion/styling tips, DIY, bodybuilding, makeup how-to’s – you name it. If you can teach, then teach! With an account like this make sure you deliver, and offer up lots of fresh, useful content. Videos, quotes, infographics – that’s all great. Just stay on topic, please.

3) The Half Cousins Twice Removed

Take advantage of your employees connections, and invite friends from Facebook and your contact books! Invite them all - why not? People whom you have a distant connection with, locals/businesses who are close to you geographically; chances are they’ll know you too and might even follow back. Think of all the people you follow just because you know them. They may not have the greatest photos, but you support them to keep that connection.

4) The Adoring Fans

Whether it’s someone you idolize, a brand/store you love, or a growing movement you’re curious about; people like to be in the loop. If you’re lucky enough to be one of those people, sell it. Please your fans with insider access, a variety of content, and posts that showcase your personality. This goes for celebs, stores, news outlets, events, and new businesses.

5) The Jokesters

I can’t disregard all the joke accounts out there. I love @Seinfeldcaps and @menshumor pictures. I think the motive goes without saying.

(Combining elements from all of the above would result in a killer account, in my opinion.)

Here are some more tips:

Be consistent. Choose a clear focus for your account and stick to it. If I’m following you strictly for pictures of nature, I don’t want a #selfie or breakfast photo thrown in there. Know your audience, and try to anticipate what they will like. Isn’t that all Instagram is, in a nutshell?

Find followers from like-minded accounts. For example, if you’re a yoga company, try following Lululemon followers. Chances are they’ll like you too. Also, who else might your target market be following? Hmm..

Use hashtags right, and sparingly. Using appropriate hashtags can bring in interested followers who have specifically searched that hashtag for content. At the same time, hashtags can look spammy. And no one likes spam. If you can come up with your own hashtag, that’s even better. But please, only use it if it makes sense. The growing trend of every new campaign just throwing together a hashtag is annoying. Who will ever use those!? Realistic usability is key.

Don’t annoy people. Two posts a day, maximum. And that’s pushing it.

Connect, connect, connect! Share your Instagram posts on Facebook and Twitter to show your existing followers you have another social media presence. Why not? Give your content another place to live. You never know who might be scrolling through your feed in the future.

Timing matters. Are your fans on mostly in the morning, or at night? Think about it, when do you check your feed most often?

Find your followers. Don’t just sit there and wait for people to flock to you. Search relevant hashtags, or look at specific geo-tagged locations where your target market might be and follow those people.

Use Iconosquare. Iconosquare.com is a great tool for gaining insight about your account. It provides key metrics to help you find out who your most engaged followers are, what time of day brings the most engagement, and what your daily follower gain and loss looks like. Just be careful, this website is addicting..

And remember, when someone follows you, they have essentially agreed to let you into their life. All your photos and messages have been allowed in their feed, and you should appreciate that. Make sure to engage with your followers and give comments and likes. Because, well, that’s just a nice thing to do.

We currently run the Instagram account for @stvitalcentre if you want to see how we do social media around here. Make sure to check out all the social media work we do for St. Vital Centre here

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Audrey also runs the Instagram account @gowpg, and ours, @fusionadgroup. Follow for a follow? ☺