Villing Articles for 2011
5 New Year's Resolutions for the PR Pro
Andy Fuller (December 30, 2011)
Here are some traditional New Year's resolutions, designed specifically for you, the harried public relations practitioner.
Touch Computing: Yet Another Case for Accessible Website Design
Nathan DeSelm (December 26, 2011)
Touch is positioned to become the primary method that consumers use to interact with your website within two or three years. Here's how you can prepare your website for the coming "touch" revolution.
What's So Standard About Standard-Definition? Why HD Workflows Must be Embraced Even When Delivering in SD
Brad Rosier (December 20, 2011)
Okay, SD, it's high time for a name change. Standard should imply standardization and standard-definition is no standard for anyone interested in visual quality in our current world.
These Holiday Commercials Betray Spirit of Season
Thom Villing (December 14, 2011)
The headline of this article is the same one that appeared in the newspaper recently. Maybe it grabbed your attention as much as it got mine.
3 Keys to Turning Marketing into Storytelling
Andy Fuller (December 9, 2011)
What I remember most about the holidays is storytelling. I find it ironic, then, that the art of storytelling in marketing campaigns seems to be lost this time of year.
Crisis Communications: Disasters Happen. Nightmares Don't Have To.
Jeannine Villing (December 6, 2011)
Whether it's a tragic event, as in the Penn State sex abuse allegations, or a brain freeze, such as those recently from aspiring presidential candidates, none of us is immune from facing a crisis situation.
Seeing Red
Scott Tingwald (December 2, 2011)
Coke's infusion of its classic color into the 'polar bear' campaign provides us with another case study in marketing and social media.
Voice Computing: Another Case for Accessible Website Design
Nathan DeSelm (November 28, 2011)
As Siri and Xbox Kinect push voice recognition into the mainstream, here are some things you can do to make it easier to browse your website using voice commands.
Doing Well By Doing Good Revisited: The New Generation of Socially Minded Businesses
Thom Villing (November 23, 2011)
This week, as we are reminded of how much we, as a society, have to be thankful for, we’re also reminded of the importance of being good citizens of the world community.
Back To The Future: Reminders from the Next Generation of Marketers
Lori Headley (November 18, 2011)
Keeping a connection with students is a great way to keep your finger on one of the pulse points of the future of marketing and advertising - our future colleagues.
Manvertisements: The Unpredictable Evolution of Ads for Bros
Brad Rosier (November 14, 2011)
In the last few years there have been many examples of man-centric advertising campaigns. While we arm-wrestle, let's talk shop about ads for dudes.
Leaving the Station-ary: The Rush to Mobile Marketing
Thom Villing (November 8, 2011)
By 2014, more people will access the Internet via mobile devices than with desktop computers. This has major implications for marketers.
The Best New Features of HTML5
Ashleigh Karasawa (November 3, 2011)
You may have heard a lot recently about HTML5. Here's a summary of the best new features HTML5 has to offer.
Differentiation by Imitation?
Andy Fuller (November 1, 2011)
Differentiation is a great way to increase the effectiveness of your advertising campaign. Borrowing the tagline from another campaign? Maybe not.
The Four Biggest Threats to Ad Agencies (And Why I'm Excited for the Future)
Nathan DeSelm (October 26, 2011)
If you don't spend a lot of time reading marketing articles, you may not know this, but the advertising industry (and to a lesser degree the marketing industry as a whole) is in crisis. So why are we optimistic?
Think Like a Producer: A Two-Part Interview with Scott Tingwald
Scott Tingwald (October 20, 2011)
Voiceover actress Debbie Grattan and marketing executive Scott Tingwald of Villing & Company talk about the criteria he uses when hiring voiceover talent.
Vampires vs. Zombies: The Importance of Targeted Marketing
Lori Headley (October 17, 2011)
In the spirit of Halloween, Lori explains how a battle between two factions of the undead provides valuable insights into marketing with a limited budget.
The Genius of Steve Jobs: Understanding Marketing's 4 P's
Thom Villing (October 10, 2011)
According to Thom Villing, the attribute that set Steve Jobs apart was his innate sense of all facets of effective marketing - each of the four P's.
A Pitch for Relevance
Scott Tingwald (October 4, 2011)
If there's anything that social media has taught us the last few years it’s that consumers are conditioned to receiving relevant content on their own terms.
Have We Got a Deal for You: Couponing, Mobile Marketing & More
Thom Villing (September 28, 2011)
Deals and couponing, if not used strategically, can launch a death spiral from which full recovery is next to impossible to achieve.
Everything I Needed to Know About Crisis Communications I Learned in Kindergarten
Andy Fuller (September 22, 2011)
Two high-profile brands found themselves needing to apologize recently. One mea culpa was carried out with humility and corrective action. The other only threw gasoline on the fire.
Five Tips to Create Usable Website Navigation
Nathan DeSelm (September 19, 2011)
Clear, easy-to-use navigation is probably more important than any other element of your website. Our interactive director explains how to make sure that your navigation is effective.
Camaro Advertising: Clever...And Tempting
Lori Headley (September 12, 2011)
I'm impressed with Chevy's dual approach and ability to make their messaging ring true to both ends of the buyer spectrum - young Transformers fans and mature muscle car enthusiasts.
The More Things Change, The More Things...Change
Thom Villing (September 6, 2011)
At times, the way the marketing profession is changing can be a bit scary. I'll admit. Sometimes technology makes me want to run for cover.
What Do You Want to Be When You Grow Up?
Jessica Curtis (September 2, 2011)
Our most recent public relations intern explains how her time at Villing & Company gave her more insight into that commonly asked question.
Seven Key Areas to Help Companies Improve Online Video Content
Brad Rosier (August 31, 2011)
A web video needs to be compelling or people won't care and it will end up being a huge waste of money. Our video specialist shares seven tips to help make your web videos better.
Facebook for Business: All Engagement is Local
Thom Villing (August 25, 2011)
How's this for a morning wake up call? Engagement on Facebook walls of leading brands is down 22%.* Surprised? I'm not. In fact, I would have expected worse.
Touchdowns and Touchpoints: Football Provides a Lesson in Brand Management
Andy Fuller (August 19, 2011)
Football has been used as a metaphor to describe everything from political races to the economic climate. So it's fitting that recent events provide the context for a lesson in public relations.
Headley Named Account Executive at Villing & Company
Lori Headley (August 17, 2011)
Villing & Company has announced the addition of Lori Headley as account executive. Headley is responsible for planning and executing communication strategies for several of the agency's clients.
Marketers Need to Face the Facts: "Apps" are Mostly Games and Social Networking
Nathan DeSelm (August 15, 2011)
App usage is exploding, causing many marketers to blink dollar signs and flood the app store with "apps" that are little more than mobile-friendly versions of their website. I think this is a mistake.
Mobile Apps versus Mobile Web: The Key Statistic that Determines Which Is Best For You
Nathan DeSelm (August 9, 2011)
Should you prioritize a mobile app or mobile website? We suggest that you can answer that question by looking at a single statistic of your website.
Insurance Wars: Is There a Winner in Sight?
Lori Headley (July 29, 2011)
If the 80s was the time of the cola wars, I'm thinking we must now be in the midst of the insurance wars. Recently, we've been inundated with insurance TV ads. Can there be a winner?
Because the First Word in Cause Marketing is the "Cause"
Thom Villing (July 21, 2011)
I have always been a strong proponent of cause marketing and believe it to be a potentially powerful cog in the marketing mix. I still believe that but there is one big IF.
Raking Up Content With Google Plus
Andy Fuller (July 15, 2011)
On the surface, there isn't much to Google's new social network that we haven't seen before. However, by presenting things slightly differently in Google+, Google hopes to change the way we socialize online.
Why I Stopped Resisting and Finally Joined Facebook
Nathan DeSelm (July 6, 2011)
Our Interactive Director reflects on the reasons he resisted joining Facebook far longer than most in the developed world, and what finally convinced him to join.
Transparency with a Purpose: Solid Marketing Tactics at Root of Miracle Whip's 'Love/Hate' Campaign
Scott Tingwald (June 30, 2011)
What happens when a company seeks and embraces negative feedback just as much as positive reinforcement from consumers?
Marketing Muse-Ings: Men Don't Respond To Paid Media (As Much As Women)
Thom Villing (June 24, 2011)
I have a love/hate relationship with research. I love what it can tell us to make us more effective marketers. I hate dealing with a bunch of dry statistics.
Social Media for Business: A Panel Discussion
Andy Fuller (June 20, 2011)
Villing & Company's Andy Fuller was recently invited to participate in a discussion on social media for business for WNIT's Economic Outlook. Watch the episode on our site to see how it went.
Villing Elected to Intermarket Agency Network Board of Directors
Thom Villing (June 16, 2011)
Thom Villing, president of Villing & Company Marketing Communications, was re-elected to the Intermarket Agency Network (IAN) Board of Directors.
How to Succeed in Social Media Without Really Trying
Andy Fuller (June 14, 2011)
Too many companies take the term "social media" and focus on the "media," foregoing the "social." They talk about the same thing over and over again, and yet somehow, seem to be talking about nothing at all.
How Travel and Tourism is Ahead of the Curve in Digital Marketing
Thom Villing (June 8, 2011)
Those in the travel and tourism industry better get on the mobile marketing train in a hurry or get left at the station.
Farmers Insurance Nails It with National Marketing Campaign
Brad Rosier (June 2, 2011)
In an effort to counterbalance my recent negativity concerning Miracle Whip's "youthful" TV campaign, I thought it might be nice to go a more positive route and highlight a top-notch national marketing campaign.
Competitive Brand Names: The Importance of Planning Ahead
Nathan DeSelm (May 27, 2011)
If we can learn anything from Apple's recent "App Store" trademark silliness, it's the importance of planning ahead when launching new products and services.
Marketing Muse-ings
Thom Villing (May 23, 2011)
As a departure from my usual blogstyle and presented in digest(ible) form, here are some totally random items for your consideration.
Too Big to Fail: Why the Facebook-Google Scuffle Means Nothing
Andy Fuller (May 17, 2011)
The major takeaway from the Facebook-Google fiasco, the one nobody is talking about, is this: It doesn't matter. And that may make Facebook unique among the brands of the world.
The Intern Experience: Grunt Work or Real Work?
Meghan Lehr (May 11, 2011)
Sure, most interns claim they've had a good experience. But have they really been thrown into the mix of the agency during their experience?
2 Fast, 2 Furious: Coverage of bin Laden Death Highlights Need to Slow Down and Proof
Scott Tingwald (May 5, 2011)
If the recent media coverage teaches us anything, it's that we need to take a minute to read what we've written - if not have someone else proofread it for us.
The Marketer Who Cried "Green"! Does Light Pale Mint Green Really Count As Saving The World?
Brad Rosier (April 29, 2011)
A large number of marketers have been slapping "green" on packages when the true "greenness" of the products is questionable.
Millennials Are Cool, Too
Thom Villing (April 25, 2011)
Much has been written about the good and bad characteristics of the Millennial Generation, but a recent student awards luncheon made me optimistic about the future of the marketing profession.
Dealing with Disaster: How to Plan for the Worst Case Scenario, in Business and Life
Nathan DeSelm (April 19, 2011)
A couple weeks ago, our website server crashed. This harrowing experience clarified a couple important things that are not only relevant to this situation, but also to the other disasters in life.
When Did I Fall Asleep and Baby Boomers Become Hip?
Thom Villing (April 13, 2011)
What can marketers learn from the recent fascination with hip Baby Boomers, which is most noticeable in the recent string of Saturday Night Live guests in their 50s and 60s?
Error Ball: NBA Shows that Ad Campaigns Can't Cover Defective Products
Andy Fuller (April 7, 2011)
No ad campaign is a slam dunk, but marketing a defective product will always be a brick.
Are You an App-aholic or Are You App-athetic?
Thom Villing (April 1, 2011)
While it would be easy to get annoyed by all the talk about an app for this and an app for that, many apps are impressive marketing tools. After all, good marketing begins with the customer experience.
NFL, You Are Breaking My Heart
Lesley Langfeldt (March 28, 2011)
Besides over $12 billion of lost revenue, the NFL brand image is also at stake if there is no professional football season this year.
Kraft Wipes Out with Miracle Whip, the "Controversial" Condiment
Brad Rosier (March 21, 2011)
Lately, it seems that Kraft has become hell-bent on making their Miracle Whip sandwich spread seem edgy and controversial. I'm not sure that it's working.
Breaking News: Fast vs. Factual
Jeannine Villing (March 16, 2011)
Technology today and our ability to contact and engage instantly has greatly enhanced the world’s ability to do good. But it has also increased the opportunities to do harm to the reputation of individuals and companies.
Are You a Spammer? How to Use Email Marketing Without Sending Spam
Nathan DeSelm (March 11, 2011)
As valuable as email marketing is, it's important to understand the rules and risks involved. If you're not careful with your email marketing, you could be blacklisted by ISPs or fined by the FTC.
Content and Context: The Social Media Royal Family
Andy Fuller (March 7, 2011)
In social media circles it is often said that content is king. And when it comes to effectively communicating to your audience, context must be his queen.
Two Sides of the Social Buying Coin
Thom Villing (March 1, 2011)
Lately all the buzz has been about social buying websites like Groupon and LivingSocial. However, there are a few factors to consider before jumping on the social buying bandwagon.
Ten Email Marketing Tips You Can Implement Now
Lesley Langfeldt (February 25, 2011)
I recently listened to a webinar by Dan Zarrella from HubSpot. It was filled with email marketing ideas that any company could implement now.
"That Ain't Me!" - The Customer is Not Always Right
Brad Rosier (February 21, 2011)
During the summers I worked at an amusement park as a caricature artist, I learned a valuable business lesson: educating your customer can sometimes mean the difference between success and failure.
There Are Worse Things: Questions of legitimacy are a far greater threat to Groupon than a Big Game gaffe
Scott Tingwald (February 17, 2011)
Negative fallout from tripping up during a Super Bowl advertisement can actually pale in comparison to a lesser known, but potentially more dangerous threat.
Super Bowl XLV Commercials: Is it me or is it smart in here?
Thom Villing (February 11, 2011)
I believe that empty creativity, not strategy, has driven most Super Bowl advertising in recent years. As a result, we've had to suffer through an inordinate amount of dumb and dumber attempts at humor.
Is Aggressive Search Engine Optimization Immoral?
Nathan DeSelm (February 7, 2011)
A high search engine ranking obviously has the potential to drive tons of visitors to a business. Some companies have decided that it's OK to do anything to cheat the system. I say, "enough is a enough!"
No Trump: Why Sports Celebrity Endorsers Seldom Make Sense
Thom Villing (February 2, 2011)
As a marketer, I often shake my head at the use of sports celebrity advertising endorsements for seemingly irrelevant products. What are they thinking?
Super Predictions for 2011 Super Bowl Ads
Andy Fuller (January 28, 2011)
We couldn't predict who would be playing in the big game, but we have a pretty good idea how advertisers will use their time during it.
A Simple Message Told as an Epic Saga in One Minute
Brad Rosier (January 21, 2011)
The power of motion graphics is that animators and designers can build worlds that don't exist in reality to tell powerful and engaging visual stories.
And the Winner is...
Lesley Langfeldt (January 19, 2011)
"The Social Network" won Best Motion Picture - Drama at Sunday's Golden Globe Awards, among other awards it took home that night. This says a lot about our society.
Don't Mention Oprah: Some Surprising Things Spam Filters Look For...And How You Can Avoid Them
Nathan DeSelm (January 14, 2011)
Email is an important part of nearly every marketing plan. However, because of the prevalence of spam, email filters sometimes enforce some pretty rigid, and often humorous, rules.
You Talking to Me? Allstate's "Mayhem" Takes Familiar Product to New Audience
Andy Fuller (January 10, 2011)
More than just incredibly good creative work, the Allstate Mayhem campaign shows the company is shifting its target to a younger audience.
Changing Lanes on the Marketing Autobahn: Drive Carefully in 2011
Thom Villing (January 5, 2011)
The more things change, the more they stay the same. You've heard that expression many times. It's an apt prediction about marketing in 2011. The big difference will be the speed of that change.