Innovation can be defined as the process and outcome resulting from a commitment to find a Better Way. Innovators change how we define our perceptions.

In marketing, innovation translates to creativity, paradigm shifting, technology breakthroughs or business model changes. Being committed to innovation means being committed to thought leadership, category expertise and claiming a place at the table when key decisions are being made. No two innovators are alike because each of us thinks and acts differently based on how we are “wired.” And our thought processes result in various types of innovators:

• Facilitators move ideas and concepts forward with ease, acceptance and collaborative transparency.
• Drivers, such as the late Steve Jobs, inspire and transform with their personal magnetism and leadership.
• Sages are thinkers, academics, planners and teachers who want at the truth and seek knowledge to improve the world.
• Explorers fight conformity and seek the freedom to search out exciting new ways to bring back and share with others.
• Creators imagine the world as it could be and develop culture, products and services to fulfill their visions.
• Magicians use their understanding of the fundamental laws of the universe to seek transformative experiences.
• Rebels/outlaws “break glass” to set the stage for the new, the radical and the revolutionary.
• Jesters impact change with the play, fun and humor that’s necessary to shatter rigidity.

The world of such innovators is a wonderful amalgamation of personalities, voices, talents and approaches on a cultural journey toward what will be. And the benefit is many minor and occasional major ah-has!

Strategic America is a world of innovators. We believe each and all of those archetypes are essential for our Better Way to succeed, and we appreciate the delightful differences that distinguish them.  No type is better, but their collaborative efforts are the keys to fulfilling the mission of our company: Finding a Better Way.

What are your keys to innovation? And how do you cultivate them?

My Recommended Reads:

• Creative Thinking Exercise—That’s Just the Way It Is
• The 4 Job Types That Make Innovation Happen
• Innovation Strategy: 4 Key Tactics of Top Growth Companies

Mike Schreurs

As founder and CEO of Strategic America, Mike Schreurs is primarily responsible for setting the company’s strategic direction and addressing growth opportunities.

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Responsive web design has become the latest trend. And it’s certainly only going to get hotter. Web designers and developers can’t get enough of this innovative technology as the shift to tablet and mobile devices grows daily. In the near future, your business needs to fit and display across all devices while maintaining primary content to remain competitive. So WHY should you care?

“Day by day, the number of devices, platforms,
and browsers that need to work with your site grows.
Responsive web design represents a fundamental shift
in how we’ll build websites for the decade to come.” – Jeffrey Veen

What’s responsive design?

A responsive website adapts all the content on the web page to nicely fit on any screen size. The site “responds” to different device sizes by adapting gradually from large to small through a combination of techniques. One site for every screen, it’s:

• One site to build and manage
• Better for SEO
• More accommodating for the user
• Less costly than building and maintaining both separate desktop and mobile sites

Check out www.BostonGlobe.com, www.starbucks.com or www.barackobama.com to see responsive design in action. Grab the corner of the page and scale it from desktop to tablet to mobile.

In our last post, Julie talked about mobile-optimized website importance. Knowing your specific online web goals will help you determine whether a separate mobile site is the right option vs. a responsive site.

Regardless, you need to have a mobile website to remain competitive on the Internet. Furthermore, you need to make sure your website is functional across all devices.

Usability should be top priority. Your customers are using multiple devices to accomplish their tasks. Google’s research reports that “90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.” Can your website perform on multiple devices? Is the performance seamless and user-friendly?

Take away

Don’t get left behind. People are on the go; don’t let your competition leave you in the dust with their responsive website.

What other web trends do you see impacting web usability in the future?

My Recommended Reads

• Why You Need to Prioritize Responsive Design Right Now
• Why Responsive Design Has to Win Out
• Responsive Design Newsletter

Brianne Boysen contributed to this post.

Cyndi Fisher

Cyndi has more than 25 years of experience in building integrated marketing and public relations strategies for her clients. At Strategic America, Cyndi serves a number of integrated marketing and public relations clients, as well as providing strategic planning, new business development and PR supervision. A Des Moines native, Cyndi serves on the Board of Directors for the Greater Des Moines Partnership Workforce Development, Goodwill, PRSA and Boys & Girls Club of Central Iowa.

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Marketers can no longer ignore the relationships consumers have with their smartphones and tablets. We want and expect technology to be accessible at all times. A mobile-optimized website is just as important as a desktop site these days. In fact, predictions show that mobile devices will overtake desktops by 2014.

Mobile-optimized website basics

When pulling up a mobile website, the longer the load time, the higher the abandonment rate. The expectation is for a mobile site to load within three seconds or less.  Most mobile web users (78%) are only willing to try a site a second time if they don’t have a good first experience.

We need to give users a positive first experience. Image sizes and use of Flash are just two items to consider when thinking about optimizing the user experience.

Mobile friendliness is key

The mobile site needs to be user-friendly. In fact, 61% of customers say they are likely to go to a competitor if the initial site isn’t user friendly.

If users cannot find what they need, they won’t be back. Consider how easily users can contact you if they have questions and how easily they can get directions to your physical store or office.

The quickest way to assess your own mobile web needs is to take a look at your analytics. How many users are visiting your site from smartphones or tablets?  What pages are these users going to and how long are they staying? This data will help you begin the discussion of the best way to meet your customers’ mobile needs.

Mobile search activity

IBM reported mobile retail sales made up more than 16% of 2012 Black Friday sales. Plus, 79% of smartphone users use their phones to shop, resulting in 74% of these users making a purchase.

Not in a retail environment? Mobile users are also using their devices to search for products, book travel, read reviews, do their banking and search local businesses at rapidly growing rate. Mobithinking has an expansive list of customers’ favorite mobile activities in the United States.

Our mobile-focused world allows us to have most of our needs met, literally, at our fingertips. With our impatient lifestyles, we insist that the information is presented to us in quick, palatable bites or we will move on. The number of mobile consumers will continue to grow, and that means mobile-optimized websites need to meet their demands.

My Recommended Reads:

• How Important Is a Mobile-Optimized Site for Your Business?
• Think Again: Assumptions About Mobile To Reconsider
• Rethinking Mobile Search in Light of New Data From Google/Nielsen and Pew
• Mobile Mania – The Growing Importance of Mobile Website Optimization

Julie Lasche Brown

For someone who thrives on multiple tasks and fast turnarounds, print production and emerging technologies is an ideal fit. And for Julie Lasche-Brown, SA is an environment that utilizes her many talents effectively. Julie joined SA in the spring of 2008, bringing clients a decade of production management expertise. Julie is certified by the U.S. Postal Service as a Mailpiece Quality Control Specialist and an Address Quality Specialist. At SA, she works with our entire roster of clients and agency talents. Julie's expertise in the mobile world makes her a valuable asset to SA's digital team.

1.  Begin with respect

Respect and trust are vital ingredients for selling products and services for the home. Before homeowners allow you or one of your retail partners to cross the threshold of their home, they must trust that you understand the importance of their space. It is family space … it is comfort space … it is space reserved for each family member to be “me” within the context of “us.” A home products marketing plan to simply gain attention must also convey the essential trust needed to succeed in this realm.

2.  The path to purchase starts online

Today’s consumer is savvier than ever. Before visiting a showroom, most consumers have already visited your website or a category review site to gain additional information. Simple reasons – it saves time, makes for more informed purchases, and they win! Recognizing consumer consideration of a product purchase via the web and review sites like Angie’s List gives home product marketers the ability to be there, better target and deliver on the path to purchase.

3.  The ‘home bundle’

A single need often aggregates to multiple purchases for the home. Whether its home furnishings, appliances or fundamentals; understanding life cycles of these other purchases can open the door of opportunity as additional purchase consideration. For example, if appliances start displaying maintenance issues in the five- to six-year time frame, is it possible for your product to be a part of a “home bundle” that is going to occur. Understand the context of that purchase cycle and see how your brand can gain consideration.

4.  Value value

Regardless of where your product or service is in the food chain or product hierarchy, don’t forget value. Consumers almost never do. The recent downturn taught the value of that lesson again. Even higher-end products and brands are viewed through the value optic. Start with the realization that your value proposition may need refinement to gain a competitive advantage.

5.  Lead generation is critical for your dealers and agents

Brand strategy is yours; marketing for sales in your dealers’ communities is theirs. Too often, we see companies trying to do the brand work with dealer co-op dollars, without recognition that strong lead generation tactics are what matters most at the local retail level. Where sales matter, lead gen is a factor.

For more information regarding how SA can leverage 33 years of experience in the home sector, call one of our home products marketing specialists today: 888-898-6400, ext. 302.

My Recommended Reads:

• Home Improvement Stores in the US Industry Market Research Report from IBISWorld has Been Updated
• Study: 72% Of Consumers Trust Online Reviews As Much As Personal Recommendations

Mike Schreurs

As founder and CEO of Strategic America, Mike Schreurs is primarily responsible for setting the company’s strategic direction and addressing growth opportunities.

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For the past seven years or so, channel marketers have focused on brand consistency, resource/asset management and access, and availability of digital solutions, like ad builders, for an on-demand environment. The accrued benefits supposedly were cost savings, speed and efficiency.

But there’s so much opportunity that hasn’t even been touched. And so much money going unspent—some say up to $25 billion.

Efficient, productive, profitable channel marketing starts with strategy. Have you determined which strategies are both successful and affordable? Have you hashed out how you can implement those strategies in local markets? And how do they drive increased partner participation?

Partnership also means sharing. Many companies live with modest 10–20% partner participation. However, some are operating at 70–85% participation, or greater. Amazing numbers, but possible. Higher levels of participation mean increased sharing of voice. That boosts brand awareness and sales, and makes you competitive against the big boys with larger budgets.

That brings us to the big picture. SA has learned that channel marketing works best to everyone’s advantage when we design programs to push out strategic opportunities that are seen as relevant, actionable and locally oriented for lead generation opportunities.

That’s where the action is: purposeful, comprehensive, easy-to-adopt branded marketing that moves the meter. Best part? It’s all very possible for companies that want to move in that direction. It does require a degree of technology, but that technology is a means to an end, backed with service with a purpose, not a whiz-bang end in itself. And that’s where Strategic America excels.

My Recommended Reads:

• Channel Marketing is Broken
• Channel Thought Leaders Share Predictions for 2013

John Schreurs

In addition to setting and administering corporate operations for the agency, John is actively involved with account management, including development of new sales promotions and media strategies for several regional and national clients. His insights and solutions mindset of integrating sales, operations, finance and marketing is strategic and provides results and long-term value for SA clients.

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The score for television programming has seen a major shift over the last decade. Where once the director of network programming was a highly praised and crucial position, the role is now being redefined. A shift in viewing behavior and the rise in online video watching have set a new landscape for television execs and advertisers as well.

Online video trends

The trends in online video watching are astounding. More than 4 billion hours of video are watched on YouTube each month. More than 2 billion hours a month on Netflix. Last year, Hulu’s subscribers rose to more than 3 million. People are migrating to online video for its convenience and on-demand capabilities.

Exclusive programming and Nielsen

Take the Netflix exclusive show “House of Cards.” Netflix paid $100 million to outbid HBO, Showtime and other networks in order to land the show on its platform. “HOC” quickly became the most-watched program on Netflix. Exclusive content on online platforms that allows viewers to bypass advertisements means the Nielsen ratings must adapt as well.

While Nielsen won’t include Netflix because it doesn’t show advertisements, the company will begin to measure what you watch over broadband this fall. This includes consoles like Wii, PlayStation and Xbox, and when you watch streaming TV through your laptop.  This puts whole new spin on advertising.

Network programmers must shift gears

When the choice of viewing time falls into the hands of the consumer, programming times become less important. What becomes more important is how quickly that content is uploaded online. Meeting the demanding needs of Internet video watchers is what network stations should focus on. Advertisers have to revise their strategies to reach these consumers; keeping in mind that online video makes it much easier to skip through ads.

If you need more proof, just take a look at Red Bull’s video of Felix Baumgartner freefalling from the edge of space. The video had 8 million live views and currently has more than 32 million total views. To put this in perspective, that’s more than the audience of the top seven cable networks combined! Fusing this popularity with the ability to engage with your audience on the spot makes online video platforms hard to beat.

The network programmers’ job is now in the hands of the on-demand TV viewer. Do you think television programming will become obsolete?

My Recommended Reads:

• Bypassing cable and network TV, Netflix’s ‘House of Cards’ is a game changer
• Who puts together a television network schedule?
• 100 million Americans watch online video per day, up 43% since 2010
• Americans watching more video than ever before

Brianne Boysen contributed to this post.

Jim Stafford

At SA, Jim oversees the entire account services area, as well as generating and addressing new business opportunities for the agency. In the community, Jim serves on the board of directors of Rock in Prevention, Timber Creek Charities and the Mid-Iowa Council, Boy Scouts of America.

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A recent industry trade article pointed out that marketers are concerned that their branded promotions are missing the mark at the local market level. It points out that less than 10% of the companies surveyed report they are addressing it effectively. That’s a big delta between opportunity and actual achievement. This is a potential bonanza in channel partner sales and profitability.

We’ve seen it in our clients’ business. By addressing this issue comprehensively, it means utilizing a customized marketing automation platform for ease and speed of local decision-making. It means implementing proven lead generation tactics to deliver immediate and short-term sales results. It means equipping local market partners with a mix of traditional and new media options to effectively compete and win against bigger budgets. It means being able to grow participation at the local market level nationally. And it means measuring for effectiveness and enhancement.

Automated marketing tools make what used to be difficult, possible. We know, as SA has been a pioneer in this arena since the late 90s. Now, when a client calls and says he or she would like to push a promotional program to their field partners, SA is able to program, implement and deliver local market options for every market in the country. At local rates, with varying options and strategies, depending on what is selected by the local partner. All in a matter of hours/days, not weeks or months.

Imagine reaching a base of 7,000 dealers with 3 media options (21,000 locally specific choices) in days. Or imagine offering them a dashboard that will allow them to select marketing strategies to fit their specific market. Both are currently in use by SA clients.

Imagine the vitality of raising partner participation levels from 20% to 80% or more! Again, in place and happening!

If your company needs a competitive advantage – one that will drive sales – check out SA’s strategic solutions.

My Recommended Reads:

• How to Get the Most out of Your Marketing Automation System
• Case Study: Five Companies Automate Marketing Processes to impact Bottom Line
• Marketing Automation’s Impact of the Customer Experience

Mike Schreurs

As founder and CEO of Strategic America, Mike Schreurs is primarily responsible for setting the company’s strategic direction and addressing growth opportunities.

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We at Strategic America love the utilization of big data as we develop strategies for our clients. Implementation of those strategies includes ongoing testing and measurement to continue to validate and improve response levels and, ultimately, sales.  In addition to analyzing mountains of data, we also understand the importance of finding out specific purchasing details from your customers, and one of the ways we do this is through face-to-face interaction. At a recent home show, Strategic America spent time doing just that.

Objective

Approaching consumers doing some window comparisons, our objective was to informally ask them what matters most when purchasing replacement windows for their home. Which brand do they prefer? Which aspects matter most in their decision?

Insights

The insights from our home show experience were interesting as the potential customers were very willing to engage in conversation with our team members. As social media has taught us––they were quick to offer their opinions. They wanted their voices to be heard.

The aspects that matter most in the purchase decision of the individuals we spoke with came down to energy efficiency, durability, quality and the product warranty. And while we know that in our present economy consumers are much more price conscious, no one mentioned price.

The next “reminder insight” was that reputation management is necessary for all companies. No matter the age or demeanor of the consumer, they are more than willing to do research on the reputation of your brand. Always keep this in mind as you release new products and change up old ones. The consumers gave us specific information about the products and companies they were checking out–– however, this information was learned online before they ever walked into the booth at the home show.

Market research makes the difference

Consumers have a lot of opinions to consider when making a purchase these days. They are more knowledgeable and better equipped to make a buying decision than ever before. Having a better understanding of what is important to them and tying that into our data is a critical part in understanding what and how we communicate with both existing and prospective customers for our clients.

My Recommended Reads:

• What Sticks by Rex Briggs and Greg Stuart
• Invest to innovate: Coke’s 70/20/10 rule

Nathan Johnson

Nathan lives on the leading edge. His experience includes entrepreneurial business start-ups in entertainment, telecom and marketing/communications. He has consulted with hundreds of businesses nationally, including HON, Allsteel, Jet-Alliance and the California Wellbeing Institute–Four Seasons Resort (A Dole/WellPoint joint venture) on growth strategies, organization, equity and marketing. Nathan has served national and international clients in health care, tourism, manufacturing, pharmaceutical and financial service sectors. He also has special consulting expertise in television and other media, working at the U.S. Cabinet level on documentaries to influence foreign policy and in providing humanitarian aid to Africa.

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With the recent changes and additions to Facebook, mastering your Facebook strategy couldn’t be more important in 2013. In 2012 Facebook surpassed more than 1 billion active users. If you’re looking to target your consumers where they’re at, it’s most likely on Facebook.

So What’s New in 2013?

Mark Zuckerberg gave a big announcement on January 15 to introduce a third pillar to the lineup of Timeline and Newsfeed: Graph Search. To recap, Timeline got its debut in December 2011 and gave a whole new meaning to the digital autobiography. Newsfeed has been around for a lot longer (since 2006), but got a spark of attention when Facebook updated its EdgeRank Algorithm – the formula that determines what shows up in your Newsfeed based on importance and interest to the user – in September 2012.

The newest pillar is one that could have huge benefits to brands. Still in beta, Graph Search is a more sophisticated search feature that allows you to tailor your search to find even more information on Facebook. For example, you could search for “friends who live in San Francisco, California” and Facebook would bring you search results of friends who have chosen to share that information with you.

But How Will This Impact Brands?

Even though Graph Search will take time to reach all users (you must join the waitlist currently), it will give brands a reason to remain engaging on the platform. Too often Facebook strategies fall flat because brands don’t focus enough on content. Graph Search will open the opportunity to target users who don’t visit your page often or haven’t yet liked your page.

Brands will want to gain as many Likes as they can in order to increase the chance that it appears in the search results. For instance, if a user is looking for a new restaurant to try in their local area, Graph Search will bring a list of restaurants that have been liked by the user’s friends. This brings new exposure to your business, opportunities for conversation and more fans to endorse why they love your brand or company.

Take Away

The key here will be to keep your information current and updated, focus on engaging posts, generate Likes, and simply watch how the beta version does with users.

Once Graph Search increases in users, how will your company revise your Facebook strategy in 2013? Check out Strategic America’s Facebook page.

My Recommended Reads:

Best Practices for Your Page and Media Strategy

Facebook EdgeRank: The Truth About Page Feed Reach and Promoted Posts

5 Ways to Improve Your Facebook Engagement

Facebook Graph Search: What Does It Mean for Marketers?

Brianne Boysen

In her role as Digital Marketing Coordinator, Brianne maintains client websites, including making changes to site content and monitoring SEO; creating social media plans and strategies; and managing (and contributing to) the creative process for a number of client projects. Brianne graduated from Syracuse University with a masters in new media management. Some of her SA clients include Saint Jude Hospice, Pella Windows and Doors, Wendy’s, Kum & Go and R&R Realty Group.

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A well-known fact: The Super Bowl is the largest annual stage for television commercials. To many, the ads have overshadowed the game on the field. More than half of the audience tunes in to see the ads, judge them on the numerous online polls, then discuss at the proverbial water cooler the next day.

So are there marketing/advertising lessons for small business advertisers who can’t afford the multimillion dollar investment? Indeed, there are.

First, develop a strategy that plays from leverage-able elements, whether it’s an event, a time-sensitive promotion, a high reach media opportunity, or a relevant cultural opportunity. Build it out with web, social, word of mouth and channel layers.

Second, don’t shy away from being bold in the presentation of your company or service. In general, every business category has what appears to be a similarity to a consumer audience. Same is safe, but obviously won’t gain memorability or distinctiveness. And it won’t provide the level of results you are looking for.

Third, entertain and show before you tell and sell. Everyone wants to be engaged in a way that’s not a declarative “listen up,” but rather a manner that makes the message enjoyable and worth hearing more.

Fourth, keep it simple. One of my favorite spots was Google’s Parisian romance told from the progression of search terms a couple of years ago. It told a simple story in a way that was relevant and engaging, without high-priced production.

And finally, the one thing you likely won’t learn from watching the Super Bowl is that it takes an ongoing dialogue to build a relationship. So, don’t assume that a single hit will deliver results. It’s rare but possible. Think Apple 1984. That iconic spot is responsible for starting us talking today.

Update Feb. 5, 2013: Listen to my post-Super Bowl ad review on WHO radio/1040 AM with Van and Bonnie.

My Recommended Reads 

Super Bowl Spending Hits New Heights

2013 Super Bowl Commercials

For Super Bowl Ads, It’s Go Viral or Go Home

Mike Schreurs

As founder and CEO of Strategic America, Mike Schreurs is primarily responsible for setting the company’s strategic direction and addressing growth opportunities.

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