Category Archives: Professional

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Newspapers of Canada

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Robert_Payne

I just recently returned from the Ink+Beyond conference in Vancouver, BC where many of Canada’s largest newspapers and media companies were in attendance: Postmedia, Glacier Media and Black Press editors and publishers were there just to name a few.

Everyone struck me as being quite positive about the future of media creation, and there were some interesting sessions surrounding mobile, tablets, and print. I especially enjoyed Geoff Tan’s Print+ presentation as it touched on some very interesting new advertising formats they are providing businesses in Singapore.

Sell Ideas

Taking his ideas one more step forward, I think there is a lot of great opportunity in developing web publishing software that allows newsrooms to freestyle publish editorial and advertising content to the web as opposed to being constrained by fixed templates and layouts. I’m thinking beyond banners, interstitials and overlays to faster and more freeform. To quote Tan, “Don’t sell boxes, sell solutions; don’t sell inventory, sell ideas.”

Vancouver

Vancouver is a gorgeous city with a quirky amalgamation of architecture ranging from classic to Victorian, Tudor to modern, and definitely Asian. The people are nice, the trains are clean, and our liberal is their conservative.

Sea to Sky

Heading out of town on the Sea to Sky Highway is breathtaking, and I can certainly understand why Squamish is considered to be the Outdoor Capital of America. Where else can you ski, hike, climb, kite board, kayak, and kiss a bear or a bald eagle all in the same day.

Whistler

Further up the road are the snow covered peaks of Whistler upon which I stood in awe of the vastness of the Coastal Range. If only I had more than a couple of days to soak them in! I was blessed with Spring conditions and plenty of snow on what was literally the 1st of May. I thought this Florida boy had forgotten how to ski, but you just get back on that bike and ride it.

Repletion

On the way back to the Vancouver airport I thought back on John Furlong’s keynote speech at the conference regarding his time at the helm of the 2010 Winter Olympics. There were a lot of trials and tribulations – lack of snow and an athlete death just to name two – but he and his staff still managed to pull off a successful multi-day event watched by the world.  There was a palpable amount of Canadian pride in the room and two women at the table next to me had tears in their eyes. I found myself moved as well.

Canadians have a lot to be thankful for, and I am glad to have scratched the surface.

Professional

Event Marketing and the Brand Rub

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Dali_Ad

One fundamental aspect of marketing is that competition is fierce, and you must continually find new and distinct ways of resonating with prospects and customers. Of course, there are many different digital and traditional communication channels, and they all have their value. But there is nothing better for building relationships than actually getting people physically together.

You can use events to align your brand with other individuals and locations, build awareness and generate a variety of different communications whether email marketing, social media, video, ads, press releases, and surveys; or preferably all of them. I’ve done events around art, education, coding and designing, branding, publishing, skiing, motorcycle and car racing, and even gambling.

My most recent event was organized around the new Dali Museum in St Petersburg as part of the Multimedia Key Executives Conference. The museum is listed as “one of the top buildings you have to see before you die” in AOL Travel News, and it is the only structure of its kind in North America.

Dali was a transformative artist and a master of many different media types. Along with the architecture of the new museum, this provided a nice metaphor for the state of publishing and media: transform and resonate in multiple channels.

It was a fun event and more than 400 people attended. But more importantly, it gave me the opportunity to reach out to a targeted audience. It’s not rocket science, just hard work, but generally worth the effort. If events are not a part of your marketing strategy, now is the time to consider it.

Dali_robert

More pictures here.

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Tampa Bay Business Journal’s Book of Lists”

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Convergence_sm

The Tampa Bay Business Journal recently selected one of my photos for their “2011 Books of Lists.”

They held a rather extravagant party at The Venue in Clearwater where more than 400 people were in attendance.

The Cirque performer and the 7 different themed rooms, bars and food were definitely a nice touch. How Maria Antoinette stood for hours in the midst of all those champagne glasses is anyone’s guess.

A big kudos to Alyssa Rhoads and the folks that put together the event. There were countless details that were not overlooked. It was especially nice to see the Tampa Bay business community out and about and definitely thriving. Who said the economy was suffering?

I’m not an artist or a professional photographer, but if little forays with my camera get me in to cool parties, well, I guess I’ll keep doing it.

John_Robert_small_res

Professional

Tis the Season for a Holiday Greeting

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Holiday cards are not what immediately comes to mind when we reflect upon a season full of color and lights, family and love, and hope and reflection. Unless, of course, these cards come loaded with cold hard cash. But I rather enjoy receiving them. They serve as a testament to the amount of friends, family and business contacts we have accumulated over the years, and they hang like temporary trophies of relevance on countless refrigerators and reception desks.

Despite my appreciation for printed holiday cards, I have always been rather slack about getting my own in the mail. Of course, this one would have been a good contender with a Photoshop Santa hat for good measure – that’s my boy!

I did, however, distribute a holiday message for my employer, which is something I have done for many different companies over the years.

The Standard Approach

A common approach for businesses is to send a simple holiday greeting from the company and staff. There is nothing wrong with this. Instead of selling you something under the guise of a Seasons Greeting, a thoughtful card reminding you of the relationship can go a long way. If there is something charitable, humorous or creative about the card, which relates back to the brand of the business, then even better. But there are limitations to print, and it can be equally or more expensive than digital communications.

The Multi-channel Approach

This year I sought to communicate a message to a large and diverse audience across the globe. The recipients consisted of large and medium-sized media companies in the Americas, Europe, Asia and beyond. Companies like McClatchy, Scripps, Gannett, and the New York Times use our technology to publish content to the Web, print, mobile devices and tablets.

Here is a look at what I chose to do (click on any of the images for a larger view):

Email
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The email was distributed using Vertical Response, which manages email deliverability such as Bounces and Unsubscribes, as well as Open Rates and Clickthroughs. It also integrates with Salesforce.com to record activity at the Account and Contact level.

Web
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Recipients of the email were invited to click over to the company website to view the holiday message. Because the message resided on the website, it served to capture anyone who might have missed the email communication.

Video
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A secondary component to the email blast and the website was the invitation to view a video demo on our iPad application. My goal was to keep it subtle so as not to conflict with the holiday message, but it was there and further backed the basic framework the flash animation conveys. I decided to use YouTube for video hosting but a popup to keep viewers from leaving the website.

Advertising
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In conjunction with the digital aspects of this holiday campaign, I also made plans to run an ad in key publications focused on our target market. You’ll see that the creative very much matches that of the holiday communications.

Print
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Last but not least I was able to complete a printed brochure that further details our capabilities in multi-channel publishing. Site visitors are free to download it from the website.

 

Hopefully this will give you something to think about for 2011. Cheers and I hope you have a wonderful new year!

Professional

“I Listen Therefore I Am”

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NPR

Visited the studios of NPR recently. Such an iconic brand that continues to evolve despite the emergence of many other communication channels. In fact, they were one of the first media companies to develop an iPad application – it is still one of the better ones out there today. I also attended a keynote luncheon where Vivian Schiller spoke. When asked where she is taking NPR she replied, NPR is in a unique position where the audience defines and takes us there.

Professional

Media Makers Meet in Philadelphia

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Liberty_Bell Publishers, Advertisers, and supporting vendors convened in Philadelphia, PA last week for the Suburban Newspapers of America (SNA) conference. I was among them as a speaker and representative of SAXOTECH to share ideas and discuss the future of media.

The backdrop of Philadelphia, and the symbolic nature of the city, was not lost on attendees. After all, this is the place where the power of media was used to establish independence a mere 234 years ago. 

What did media have to do it with the Declaration of Independence?

To bring the colonies together and establish unanimity in 1776 did not just require the eloquence of Jefferson and Franklin, or the intense debate of our Founding Fathers. It also required typesetting these great ideas to print. These revolutionary ideas were literally distributed as a press release to as many newspapers as possible. Printing and distributing the foundations of a new nation made them tangible, debatable, and viral.

Of course, now the digital age is upon us and media companies are wrestling with their influence in some cases, and their print product in most cases.

Publishers are asking themselves:

  • How should we properly align resources?
  • What is going to continue to attract and retain advertisers?
  • How do we meet the demands of varying consumer preferences?
  • Where can we find new sources of revenue?
  • Should we get rid of the print piece all together?
  • Is Steve Jobs right when he says it’s all about the application?

You may feel the answers to these questions are simple – Continue reading Media Makers Meet in Philadelphia →

Professional

WordPress 3.0 is Here

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https://videopress.com/v/wp-content/plugins/video/flvplayer.swf?ver=1.21

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What’s next for PayPal, Google Checkout, and Amazon FPS?

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paypal google amazon-fps

The war for the title of head payment processor extraordinaire wages on with exciting new advances in the way we digitally transact. The basic premise has always been to give merchants the tools they need to accept payments online, and in turn a fee is extracted for the service. Consumers, on the other hand, can choose which form of payment they would like to use – for free – as long as they don’t go down the path of leveraging credit or transferring money to others.

PayPal, Google Checkout, and Amazon FPS all now charge roughly the same fees and accept the same major credit cards we care about. How the big 3 differentiate themselves consist of the following:

  • The size and scope of their networks.
  • Leveraging their existing technologies.
  • Partnerships and acquisitions.
  • Merchant tools.
  • Consumer incentives.
  • Being first to market with new features.
  • Customer service.
  • General branding and marketing.

There are some fundamental differences in services and strategies as they compete for your virtual wallet, but it is a tough battle with many new entrants whittling away at their percentage.

What has the battle ground looked like so far?

PayPal

PayPal was indeed first to market when it came to offering merchants and sellers a means of transacting online. Customer service was notorious at first, and even led to the creation of PayPalsucks.com. But those days seem like forgotten history because they are still cruising right along with annual revenue approaching $3 Big B’s a year. Having eBay as your Daddy, and BillMeLater as your baby, doesn’t hurt matters, and they even have little old VeriSign thrown in there for good measure. PayPal allows you to sign up for a credit card (Mastercard), establish an ACH account, send and receive money, and take advantage of what really appears to be the best, full suite of tools available for invoicing and running reports.

However, there are still issues with customer service and verification of funds. And for many merchants (especially the larger ones), the idea of not being able to capture your customers’ data, or control the checkout process and corresponding branding, is unacceptable.

Google Checkout

Google Checkout is still in the wings integrating their payment processing service with AdWords and Search. Merchants see a benefit in search relevance, and consumers can enjoy buying items right there in the browser. As mentioned before, fees are basically the same as PayPal and the rest, but Google provides additional value for not-for-profits. Their initial selling point of maintaining greater privacy is really a mute point, and they no longer offer discounts through AdWords. I think it is safe to say most merchants simply provide Google Checkout for search marketing purposes, it is easy to implement, and because some buyers habitually prefer it. 

A big black eye for Google Checkout has always been their mediocre customer service, and the occasional horror stories of law abiding merchants having their accounts suspended for what looks like no good reason. But this also happens with PayPal. I believe the reason why Google has not taken the lead in payment processing is because it hasn’t been their core focus, and the haven’t made any direct strategic acquisitions in this area. Furthermore, their interface is not intuitive enough, and they have not evolved as quickly as PayPal and Amazon. But they are clearly a contender in the mobile search and mobile operating system market, and this could give Google a competitive edge.

Amazon FPS

Amazon FPS came in to the mix swinging with a solid strategy based on catering to the needs of developers and providing more flexible micropayment processing. Oh, and let’s not forget their network! While PayPal did have micropayment options, it seems it wasn’t well known or needed. Amazon really put their money where their mouth is by backing it up with a Sandbox, a Developer Forum, and a level of respectable transparency and open conversation. Couple this with their hosting services like S3, and you’ve got a nice little package to launch an ecommerce website that is flexible and scalable.

Amazon’s real problem appears to be a lack of awareness in an already competitive market. It faces a difficult time convincing merchants, and their contracted developers, that there is greater value in using them. Also, it is a little more complex to use than what the average merchant is accustomed. However, the added flexibility and accompanying web products do attract tech startups and sophisticated, larger merchants, who are looking for a flexible and robust payment gateway. I wouldn’t be surprised if we see a mobile device come from them.

Of course, PayPal isn’t taking any of these forays by competitors laying down. They were the first to release a mobile application for the iPhone, power Twitpay, and they even got in early with Facebook by handling the ad purchases on the Facebook network. They’ve also taken cues from Amazon by reaching out to developers through several avenues, including their annual conference, PayPalX, as well as giving further access to their code.

What does the future of ecommerce look like?

Mobile

mobile

In Europe and Asia, many customers transact and move money via mobile devices and/or pins. Here in America we are seeing companies like Obopay emerge and make great strides. Not only does Obopay have deals with Nokia and Mastercard, but they were also selected as “2010 Technology Pioneer by the World Economic Forum.”

Instead of moving away from that old trusty credit card, Square counted on the large percentage of people that can’t kick the habit. Two problems exist here: one, you’re asking users to carry an extra device, albeit a small square, and two, as of now it only works with iPhone and Android devices – RIM’s operating system, which Blackberry uses, still represents 36 percent of the U.S. market. Security, despite what they say, is also a big concern.

Mobile companies like Intuit’s GoPayment and VeriFone work across most all operating systems, and they also provide devices such as credit card swipe machines and terminals to aid in the transaction process. Where they fall down is the lack of web-based tools for merchants, and they don’t seem to be out playing with the online community of developers.

Where are the competitive advantages in the mobile market?

If you’re a company deciding how to embrace the future of mobile payment processing, you need to consider:

  • Brand/Creative Control
  • Affordability
  • Ease of Use
  • Compatibility
  • Network/Search
  • Supporting Products and Services
  • Continuing Innovation
  • Customer Service

Putting yourself in the shoes of merchant, you simply want to know the fastest and most affordable way to get your branded shopping cart on the website, which will also work in the mobile environment. Another company – Unity Mobile – is trying to do just that. They’ve got the branding, affordability, and ease of use side down, as well as the compatibility with both mobile devices and websites. They’re even working with barcodes. Why haven’t you heard of them? My guess is their lack of a network, not working with outside developers, along with no supporting devices. It’s cool that you can automagically create a mobile ecommerce site, but it is also relatively easy to use CSS on your existing website to accomplish the same.

Other Contenders

Authorize.net also provides merchant services and merchant accounts, and their payment gateway is preferred by many ISO and MSPs because of their superior processing capabilities and fraud protection. They’ve done an excellent job of comparing their services to those of PayPal and Google, so I won’t rehash them all here. But suffice to say, their niche has been larger merchants who don’t need access to a 3rd party network because of their specialized offerings. They do care very deeply about keeping the customer on their branded website, as well as giving them a safe and reliable transaction experience. The next big factor is time in which it takes to get paid. Authorize.net is much quicker than PayPal or Google. Incremental fees are not as important as branding and security, but nevertheless they are competitive with the bigger 3. Where your additional costs come from are building out and designing your own ecommerce platform. Finally, if you’re in the business of building your customer database, well, PayPal and Google aren’t going to help you do that. As said before, they prevent merchants from accessing customer email addresses.

Meanwhile, American Express recently purchased a company by the name of Revolution Money. Their go-to market strategy has been to tout the added privacy of a nondescript “credit card” that is powered by a personal pin. It appears they have signed on quite a few impressive merchants, but how large the network actually is would be anyone’s guess. Unless they come up with something incredibly innovative for merchants and/or consumers, they are going to have a tough road convincing either party they are worth the effort.

If you ask Steve Jobs, the new battleground is combining application development with mobile search and compelling advertising. If you find what you want, and you need to buy it right then and there through your mobile device, great! The consumer can have the option of using a pin, credit card number, or something else entirely. Who knows? Maybe the banks will start issuing their own phones or mobile apps that work any where. Either way, there will always be a manner of subtracting a fee for the convenience of using virtual money. We can be sure merchants will have to pay to be featured on Apple devices, browsers, and networks.

Conclusion

It is an interesting game with many different variables, but one thing is clear – neither PayPal, Google, or Amazon will be going away any time soon. Apple will further enter the market just as we’ve seen them do with music, movies, podcasts, and applications. This is good news for the merchants and consumers because we benefit from increased competition. PayPal and Amazon will always be at the mercy of search, but Google needs them around, or they may come off looking like an out-of-control monopoly. Each of the Big 3 will continue to acquire companies to enhance their product and service offerings. Customer service, fraud protection, and brand control must be a priority.

Banks will still be involved, and I suspect their fees will stay relatively the same or trend downward. The big What If? is whether they can get rid of the middle man. Hints of this come when companies like American Express scoop up alternative payment processing companies like Revolution Money. Historically, banks have lagged behind innovators like PayPal, Google, and Amazon, but I wouldn’t completely rule out a merchant play of some competitive force. In order to succeed, it must not only pass considerable savings and functionality on to the merchant, but also reach consumers at the buying stage. That’s a tough order, but they’ve got the motivation. After all the payment gateway is a super highway just begging for a new toll, right?

In a perfect world, we’d all have access to open source software that allowed us to connect merchants and consumers in every customizable fashion imaginable without paying a fee. This day may come, but issues of security and greed will always be corrosive factors. Meanwhile, I’m still using my credit card for online purchases because, somehow, I feel a bit more comfortable using someone else’s money in the digital exchange of dollars, even if I do have to pay a fee.

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Simply Web

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Many small and medium-sized businesses fall in to the trap of making their websites way too bloated, difficult to change, and expensive to manage.

Personally, I’ve been using WordPress as a website solution for quite some time. Why? Because it is powerful, flexible, and cost-effective. So when Charleston artist, Kat Hastie, mentioned she needed a website refresh, I naturally suggested it.

Her original website had been designed and managed by a local Charleston marketing agency. While it did the job, she had to pay for any changes such as adding new images (paintings), moving navigation items, and/or editing text. Furthermore, she had no means of posting News items to inform site visitors of upcoming exhibitions or new works of art.

Now all of these before mentioned headaches can be accomplished quickly and easily on the back-end with the WordPress Content Management System. In addition, she can take advantage of new plugins for ecommerce, social channels, media galleries, search engine optimization, and so on. The entire website is completely scalable if the artist so chooses. Even then the process will be kept simple and streamlined because, well, that is how she wants it.

The design itself is simple but effective.

Charleston_Artist

Use of the artist’s signature as the background speaks to her unique character and identity.  It is simple but effective because it is hers and only hers. This is her website – welcome!

In regards to color, many artists and museums have gone to white as a means of making the space feel light and lit. It works in certain situations, but there is no denying that black makes colors POP. It also focuses your eyes on the work. Considering that many of Kat Hastie’s paintings are quite large and could cover an entire wall, they aren’t really meant to be forced down to the view of a computer screen. The black helps give dimension and texture that is otherwise lost in the digital realm.

The homepage uses imagery to connect the artist with the work and offers few entry points. Of course, the images can easily be swapped out and the pathways, or links, changed. In further keeping with the simplicity, there is only one Feed from the News section pulled on to the homepage, which constitutes the latest post to that Page. Call it a blog post if you want, but either way it acts as a separate and indexable web page with the ability to add links and accept comments. There could be more News items there if needed, but again, for now that is the way the artist wants it.

Charleston_Artist_Website

The media gallery is slick and offers a few different ways of viewing the artist’s work. Scroll through the thumbnails at the top and hover and click on any one you want. You can then click to view the image at full size. Mouse over the slideshow at any point to pause one of the paintings for further study. On the back-end, the images are uploaded, saved, and served at a consistent size. They can be added to any one of the sub navigation sections as well as the main Work gallery. The titles and descriptions are fully editable along with the images because they each act as a Page. Changing the order of the images is as simple as dragging and dropping them in to place.

And I know this is so fundamental and such a simple function of the Gallery, but so often Flash sites get this terribly wrong. Each one of the paintings has its own unique url so it can always be referenced, emailed, and shared. So simple, but so often overlooked!

Finally, the artist’s website is equipped with Google Analytics for tracking visitation and measuring offline and online activities. This will help her determine what events or exhibitions are most successful, paintings people find most interesting, what cities visitors are coming from, and even what other websites are referencing her.

At the end of the day, the artist got a website that works for her, and she didn’t have to spend a ton of money building it. Did I mention she is also saving a bundle on hosting? Sounds complex, but it is really quite simple. ;~)  

Professional

The Fine Line: Negative vs Positive Messaging

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I was recently in Charleston, SC talking with a friend about the effectiveness of negative vs positive messaging. A local politician lost his son in a drunk driving accident, and his loss compelled him to try and educate teens on the hazards of getting behind the wheel after a few too many. One component of his campaign relied on the shock value of a vehicle destroyed in an accident. He towed it around to local schools for children and adults alike to see. His actions bothered my friend who happens to be a very protective and responsible mother of two.

These sights are always chilling; and the question is whether they are really effective? Do people tend to block out negative messages, which ultimately make them unproductive?

Marketing and advertising often rely on fear as a motivating factor. The solution to that fear is then presented – the product or service being offered. There is a fine line, and the producers of this commercial walked it admirably.