Villing Articles for 2010
Our Staff Bids Farewell to 2010, the Year of…
(December 31, 2010)
As the year comes to a close, find out what our staff thinks has had the biggest impact on marketing in 2010.
Dewey Decimal's Digital Destiny: The Fate of Brick and Mortar Bookstores
Brad Rosier (December 27, 2010)
A few years back, libraries and bookstores might have seemed immune to the digital revolution, but with the recent ubiquity of handheld ebook readers, I’m wondering if they too will eventually be no more.
Is Your Brand Talkable?
Lesley Langfeldt (December 22, 2010)
"Talkable Brands" are companies that do things that are worthy of being talked about, of being shared via word-of-mouth.
Hearsay and Statistics: Smartphone Apps May Get the Press, But a Recent Survey Suggests Many Consumers Prefer the Mobile Web
Nathan DeSelm (December 17, 2010)
Apps are great for self-contained experiences. However, it's important not to overlook the value of creating a mobile-friendly website. This may be what your customers actually prefer.
Forging a Brand: Do It Right or Watch the Sparks Fly
Thom Villing (December 14, 2010)
Forging a company or organizational brand is fraught with hazards. Executed properly, branding can pay remarkable dividends. But failing to do it right can cause some serious sparks to fly.
Location, Location, Location(-based)
Andy Fuller (December 8, 2010)
Tools like Foursquare are often met with distrust or misunderstanding. But the mechanisms at work in location-based marketing have been around since the beginning of marketing itself.
Great Scott! Predicting Tomorrow's Marketing World Minus the DeLorean
Brad Rosier (December 3, 2010)
Determining how the market will change and what marketing tools will work in the future is at the forefront of the marketing mind. It's fun to imagine tomorrow, but let's face it, we're usually wrong.
Fix Your Broken Windows
Lesley Langfeldt (November 24, 2010)
Fixing your company's "broken windows" may be the best way to start building your brand.
Marketing Like a Newborn: If You Keep Up That Annoying Screaming, You're Going to Be Ignored.
Nathan DeSelm (November 19, 2010)
On November 2, I became a father. After several sleepless nights, I realized that the incoherent, bloodcurdling screams of my newborn remind me of one thing: bad marketing.
Getting Your Feet Wet With Social Media
Thom Villing (November 11, 2010)
The increased consciousness about social media isn't a bad thing. But like most things in life, the one size fits all approach is seldom effective.
Humbug! Christmas Tunes in October? Make it Stop.
Scott Tingwald (November 4, 2010)
It seems as though radio stations are playing 24/7 Christmas tunes earlier and earlier each year. Is this the best that smaller radio stations can do to survive?
Does Your Brand Have 'Refrigerator Rights'?
Andy Fuller (November 1, 2010)
The word "community" is a buzz word in marketing circles. Often I see it used in some sort of ambiguous way by folks trying to sound hip, especially in the social media space.
Villing Video Specialist, Brad Rosier, Writes and Directs Independent Film
(October 27, 2010)
Brad Rosier, our video specialist, has been working on an independent feature film called Currency. The movie features several actors from South Bend, including Villing employee Nathan DeSelm. Watch the trailer and let us know what you think.
Deep and Simple: Mr. Rogers Applied to Marketing
Brad Rosier (October 22, 2010)
Brad shares Mr. Rogers' philosophy concerning TV content and how it can be applied to marketing.
Facebook and Brands
Lesley Langfeldt (October 18, 2010)
With much of the research pointing to Facebook, it's understandable that companies are jumping on the bandwagon. Just make sure you have a purpose that benefits your customers before you do.
The Autumn of My Discontent: The "Fall"-Out of Political Advertising
Thom Villing (October 11, 2010)
As I was driving into work, I heard another political attack ad. Will the overkill and lack of accountability hasten the fall of traditional advertising media? There are many reasons for concern.
Clothespin Babies: How Demos and Trial Experiences Can Reduce Your Customers' Perceived Risk
Nathan DeSelm (October 6, 2010)
Trying something new can be scary. By offering small, low-risk demos and trial experiences to your prospects, it's more likely they will become customers.
Go All In, But Know How to Get Out
Andy Fuller (September 29, 2010)
When it comes to marketing campaigns, charge in with steadfast commitment, but keep mindful of what may be around the corner.
What We've Got Here is a Failure to... Differentiate.
Thom Villing (September 24, 2010)
Differentiation is like the weather. Everyone in marketing talks about it, but no one does anything about it. And for good reason. It's hard. Brutally hard.
Death of a Video Salesman, Birth of a New One
Brad Rosier (September 20, 2010)
You don't have to drive far to find at least one gutted Blockbuster with the familiar faded outline of their logo as the only hard evidence of the previous inhabitants. What went wrong?
Short or Long Taglines? Maybe That’s Not Even the Right Question.
Lesley Langfeldt (September 15, 2010)
Take our quiz to see if you know which brands these taglines belong to. You may find the length of the tagline doesn't necessarily determine its memorability.
Point/Counterpoint: Are Local Marketing Clubs Doomed?
Nathan DeSelm & Thom Villing (September 10, 2010)
With online educational opportunities exploding and professional networking increasingly happening online, is there any place for local marketing clubs with their traditional meet-and-greet luncheons?
Identifying with Celebrity Endorser Key to Effective Campaign
Scott Tingwald (September 7, 2010)
Celebrity endorsements continue to be a popular means of reaching the masses, but what makes Drew Brees so effective in this role for PEFCU?
The Web is Dead? What Wired Really Meant, and Why You Should Care
Nathan DeSelm (September 1, 2010)
The cover of the September Wired magazine is bright red and loudly proclaims "The Web is dead." The truth is more subtle, but shouldn't be ignored.
Facebook Places: A New Dimension in Social Media Marketing
Andy Fuller (August 25, 2010)
Facebook Places could be a game changer in location-based marketing. Marketers must not waste time in familiarizing themselves with this potentially powerful tool for customer engagement.
Thoughtful Design: If It Matters in Print, It Matters in Motion
Brad Rosier (August 20, 2010)
These days, the tools needed to create motion graphics are accessible to practically everyone. This is both good and bad.
Pure Michigan: To Everything There is a Season – Including the Use of Broadcast Advertising
Thom Villing (August 16, 2010)
The Pure Michigan campaign is a compelling reminder of what broadcast advertising can do when the medium matches the message.
Haste Makes Waste or Paralysis Through Analysis: Finding the Middle Ground
Lesley Langfeldt (August 11, 2010)
If your marketing moves too quickly, your work could hurt your brand image. However, there are also consequences for not moving fast enough.
Don't Forget Those Boomers, Baby.
Thom Villing (August 4, 2010)
Boomers spend 40% of consumer packaged goods dollars, but only 5% of ad dollars are directed at them. What's wrong with this picture?
Will Consumers Respond to User-Generated Advertising?
Nathan DeSelm (July 28, 2010)
We've seen the stratospheric rise of user-generated content. Is user-generated advertising the next logical step? Or will users rebel against sponsored tweets, videos and blog posts from their friends?
"Fox in Socks" and Other Lessons in Values Marketing
Andy Fuller (July 20, 2010)
Every brand, every company has a set of values, and many are finding it as important a selling point as the performance and quality of their tangible products.
Early Adopters: Could they play a larger role in the success of your new products?
Lesley Langfeldt (July 14, 2010)
They may only make up 13.5 percent of the market share, but they will likely influence around half of your new product’s sales. So, are you paying attention to them?
It's the Thought That Counts: Marketing in a World of iPhone Movie Studios
Brad Rosier (July 9, 2010)
The newest iPhone has arrived, and it's fitting an entire movie studio in your back pocket. Using this slick piece of tech that's barely bigger than a credit card, you can shoot, edit, score and even export HD video.
Unskippable DVD Previews and How You Too Can Ruin Effective Advertising
Nathan DeSelm (June 30, 2010)
Over the past couple years, I've noticed many of my DVDs contain unskippable previews and studio animations. This is a classic example of how heavy-handed, force-fed advertising can turn off otherwise engaged consumers.
Golden Goal and Golden Opportunity: U.S. Soccer's Product Test
Andy Fuller (June 25, 2010)
In our country, sports-obsessed as it is, soccer has never been given much of a place at the table. Recent wins have given the sport an opportunity to improve the relevance of its brand.
Making an Emotional Connection: Two Brands Doing Just That
Lesley Langfeldt (June 21, 2010)
Are you making an emotional connection with your audience through your advertising? In my opinion, here are two brands doing just that.
The Democratization of Digital Cinematography: Why Low Budget No Longer Means Low Quality
Brad Rosier (June 16, 2010)
Consumer video has come a long way in the last thirty years. This is great news for low-budget video geeks and companies who are looking for ways to cut advertising costs.
Copywriters in the Digital Age: Essential or Essentially Extinct?
Thom Villing (June 11, 2010)
In an era of short attention spans, high visual imagery, bullet points, scannable text and steadily declining use of traditional media, are copywriters about to become extinct?
Facebook Is The New AOL: How Marketing Missteps Will Destroy the World's Most Popular Social Network
Nathan DeSelm (June 2, 2010)
Facebook was originally built to help people connect and share with friends. Recently, their mission has changed, and the site is in danger of following AOL down the pit of irrelevance.
Let's (Not) Give Them Something to Talk About: BP's Twitter Parody Problem
Andy Fuller (May 28, 2010)
BP is in a unique situation in which it is allowing itself to be skewered online so that it can avoid further damage to the brand. This situation is of course referencing the fake BP Twitter account.
Make or Break Your Company with Customer Experiences - The Choice is Yours
Lesley Langfeldt (May 24, 2010)
Great experiences are expected by every customer who walks through your door. Failing to provide that could be detrimental to your marketing and your business.
Route 66 as a Metaphor for the Agency Business
Thom Villing (May 19, 2010)
The agency business is changing. It is tempting to wax nostalgic and yearn for the thrilling days of yesteryear. But I think that may be missing the point.
What Peter Jackson Taught Me About Digital Set Design
Brad Rosier (May 14, 2010)
The "Lord of the Rings" movies are full of digital locations and creatures that obviously don’t exist. Learn how you can use similar techniques to take your TV commercials to the next level.
Advertising vs. Subscription Fees: Striking the Delicate Balance
Scott Tingwald (May 10, 2010)
It's interesting to watch online news and entertainment sources trying to make it on advertising revenue alone before replacing, or supplementing, that model with subscription fees - sometimes at the risk of taking money out of their own pockets.
Let Us Know What You Think: Take Our Reader Survey
(May 6, 2010)
If you have a couple minutes, could you please take the time to fill out our brief reader survey? This will help us write articles that are useful and engaging to you.
Is Augmented Reality the Future of Marketing?
Nathan DeSelm (May 4, 2010)
Augmented reality combines technologies such as GPS, cameras and wireless Internet to create some pretty incredible applications. We share the best real-world examples and what this will mean to you in the coming years.
Get in the Game: Take Your Facebook Page to the Next Level
Lesley Langfeldt (April 30, 2010)
Tired of watching your pitiful Facebook Page sit on the sidelines? Learn some easy tips that can turn your Facebook Page into a marketing all-star.
Branding with "Style": The AP Rethinks "Web site"
Andy Fuller (April 26, 2010)
On the afternoon of April 16, you may have been surprised by a spontaneous, boisterous round of cheering and applause. The reason: The AP announced it was changing the accepted style of the term "Web site" to "website."
Utility is the New Persuasion: Why Apps Make More Sense Than Ads
Thom Villing (April 21, 2010)
Consumers are now the loudest voice in the media. Today's savvy marketers need to optimize how customers experience their brands by putting more effort toward helping rather than selling to customers.
I May Be Married to Technology, but I Sometimes Cheat With a #2 Pencil
Brad Rosier (April 16, 2010)
Is it just me, or do some of the best ideas come when you shut down your high-tech computer and start thinking with a simple pencil and paper?
Just Do It (Even If It Doesn't Feel Right): Nike & Domino's
Thom Villing (April 12, 2010)
I saw the new Tiger Woods Nike spot last night. From a marketing standpoint, it could be a stroke of genius. From a personal standpoint, it just doesn't feel right.
Three Ways Gaming Culture Can Impact Your Marketing Plan
Nathan DeSelm (April 7, 2010)
Video gaming has a massive influence on your target market. This article explains three ways that marketers can use this knowledge to help promote their business and products.
If It's Worth Writing, It's Worth Proofing
Lesley Langfeldt (April 2, 2010)
I understand the conversations taking place online are supposed to be more conversational in nature, but does that also mean we don't need to proofread anymore?
Villing & Company Honored With Five "Addy" Awards
(March 29, 2010)
Villing was awarded five "ADDY" awards during the American Advertising Federation of Michiana's ADDY Awards Program held February 26.
We Don't Need No Stinkin' Strategy
Thom Villing (March 24, 2010)
Creating tactics in response to a specific need or opportunity is easy. Creating a well-conceived strategy before developing tactical approaches... not so much.
OK Go: Give Up Control in Social Media
Andy Fuller (March 19, 2010)
What happens when a rock group and an insurance company team up? Social media marketing done the right way.
Making Digital Look Analogue: Visual Trends in Web Design
Brad Rosier (March 15, 2010)
The border between analogue and digital web design is being compromised visually. View examples of websites that are replicating the look and feel of the analogue world we wake up in every day.
Gaming Should Be On Your Marketing Radar
Nathan DeSelm (March 10, 2010)
I recently attended a marketing strategy meeting for a Fortune 500 company targeting consumers under 30. The biggest take-away: video games are mainstream and can't be ignored in your marketing efforts.
The Experience of Gaining Experience: Observations from an Agency Intern
Leslie Youngdahl (March 3, 2010)
"You just need more experience." After hearing that, I took it upon myself to get just what it is they thought I was lacking.
Marketing to Your Employees: Say What?
Jeannine Villing (February 26, 2010)
Employees are often the direct link to customers, which is why it's important for them to understand their company's brand. Here are two examples of companies that understand the importance of internal marketing.
Marketing Resources for the Lifelong Marketing Student
Lesley Langfeldt (February 23, 2010)
Here is a list of educational resources for the marketing professional. It is now more important than ever to keep up-to-date on industry happenings.
Drive-thru Anticipation: New Heinz Ketchup Packet Creates Fresh Buzz for an Old Product
Andy Fuller (February 18, 2010)
For over 40 years, the design of the Heinz ketchup packet has remained unchanged...until now.
Tackling the Question of the Best 2010 Super Bowl Ads
Thom Villing (February 9, 2010)
On Super Bowl Sunday, it's tough being in marketing and a sports nut at the same time. If I leave the room during commercial breaks, I might miss one of the year's iconic TV spots.
Low-down, Dirty Search Engine Tricks (And Why You Should Never Use Them)
Nathan DeSelm (February 5, 2010)
If you are responsible for a website, you've probably been approached by search engine companies making remarkable promises. This article explains why you should slam the door in their faces.
It's a Wrap: Generational Marketing
Lesley Langfeldt (February 1, 2010)
Now that I've covered each generation individually, it's time to wrap things up. View a chart that compares Gen Y, Gen X and Baby Boomers.
Free Speech or Free-For-All: Supreme Court Decision on Political Advertising Will Pose Challenges to Media and Marketers Alike
Thom Villing (January 26, 2010)
What are the marketing ramifications of the Supreme Court decision that lifted the political advertising restrictions on corporations, trade unions and similar organizations?
Feel the Burn: No Critical Pain, No Creative Gain.
Brad Rosier (January 22, 2010)
Any designer or illustrator will tell you that criticism and revisions are not fun. Regardless of how in love we are with our masterpieces, however, nearly every design can be improved - often, a lot.
Sausage Strategies: Marketing Gambles by Dominos and Oscar Meyer
Thom Villing (January 18, 2010)
Both Domino's and Oscar Meyer have recently gained attention for some moves they've made in the advertising world. Will it be worth the risk?
Long Live Outdoor: Why This Traditional Medium Will Be Around for the Long Haul
Scott Tingwald (January 13, 2010)
It's nice to see one of the old standbys, outdoor advertising (or out-of-home marketing as the genre is sometimes called), still as relevant today as it was twenty years ago - perhaps even more so.
What You Need to Know About the Browser War
Nathan DeSelm (January 6, 2010)
Need to be able to speak intelligently about website browsers like Internet Explorer, Firefox or Chrome? Nathan DeSelm explains the current browser landscape and the main issues that are involved in this volatile market.