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  • HOW COVID-19 WILL CHANGE OUR HABITS

    HOW COVID-19 WILL CHANGE OUR HABITS

    As we continue self-isolating, we also continue thinking about how the COVID-19 pandemic will have a lasting impact on our world, our surroundings and ourselves. Will handshakes become passé, or worse, downright irresponsible? Will face masks make the full leap from protection to fashion? Will we realize that all those in-person meetings could have, in fact, been emails? More than likely; more than likely; and yes. Yes they could’ve.

    It’s an uncertain time—more uncertain than we’ve ever known. There’s not much keeping us grounded right now; days are bleeding together (… so you’re saying today’s not Wednesday?) and some may find it increasingly difficult to stay positive when there’s no clear end in sight. And maybe that’s just the way it is now. And maybe we’re changing and rearranging our priorities without even really realizing it. And maybe that’s a good thing.

    Let’s explore what the near future may look like. Here’s how COVID-19 will change our habits:

    PRIORITIES
    Prior to the shift to self-isolation, most people’s lives revolved around going: going to work, going to a meeting, going out to dinner, going to pick up the kids from practice, going to a fitness class, going to sleep. (Some of us still do that last one.) For as long as I can remember, going was equivalent to doing. If there’s anything this pandemic has taught us—other than the importance of HAND WASHING, PEOPLE—it’s that doing is not necessarily reliant on going.

    HOME

    From 2017 to 2018, there was a 67 percent increase in the number of tiny homes built in the United States. And among tiny home owners, 68 percent of them no longer pay a mortgage. What this data suggests is that each year, more and more people are sacrificing the interior space of a suburban house or geographic convenience of a city house to become landowners and, more importantly, financially free. The blueprint for “home” is no longer one-size-fits-most.

    A growing interest in tiny homes isn’t the only residential trend we’re seeing lately. User-generated review giant, Yelp, recently released charts that indicate major shifts in people’s interests during the coronavirus outbreak. Some of these changes are obvious: fewer sit-down dining experiences, more take-out and delivery. People are also opting out of elective procedures and using medical services for emergency needs only. There’s also a significant decrease in leisurely outings and a spike in domestic activities, particularly home fitness, pet care and TV. Social distancing was obviously the initial catalyst for these changes, but as people’s routines increasingly shift toward more time at home, it’s not out of the scope of possibility that this will continue once we’re safe to resume our regularly scheduled lives.

    WORK

    What the tiny home data further suggests is a collective shift in priorities—from money and materialism to deeper personal fulfillment. Leading up to the pandemic, many companies began allowing employees to work from home at least one day per week, or work the hours that best fit their schedule rather than the standard “9 to 5.” Social distancing has shown us that the majority of jobs in the U.S. can be done remotely—even medicine, in many cases.

    COVID-19 will sweep away many of the artificial barriers to moving more of our lives online. Not everything can become virtual, of course. But in many areas of our lives, uptake on genuinely useful online tools has been slowed by powerful legacy players, often working in collaboration with overcautious bureaucrats. Medicare allowing billing for telemedicine was a long-overdue change, for instance, as was revisiting HIPAA to permit more medical providers to use the same tools the rest of us use every day to communicate, such as Skype, Facetime and email. The regulatory bureaucracy might well have dragged its feet on this for many more years if not for this crisis.

    Source: Katherine Mangu-Ward via Politico

    A University of Southern California survey found that of people with jobs currently, 59 percent said they would have difficulty working from home. So while not every job can be done remotely, many people are now realizing that the barriers between having to put on a full face of makeup and heels, commute to and from the office (probably getting stuck in traffic at some point), attend meetings and participate in any office politics … and efficiently working from home … have only ever been 1) permission from the boss; and 2) the ability to download and use a few apps. “Once companies sort out their remote work dance steps,” says Reason magazine editor-in-chief, Katherine Mangu-Ward, “it will be harder—and more expensive—to deny employees those options. In other words, it turns out, an awful lot of meetings (and doctors’ appointments and classes) really could have been an email. And now they will be.”

    SCHOOL

    What Ward says about school, however, may not ring true for everyone. “The resistance—led by teachers’ unions and the politicians beholden to them—to allowing partial homeschooling or online learning for K-12 kids has been swept away by necessity. It will be near-impossible to put that genie back in the bottle in the fall, with many families finding that they prefer full or partial homeschooling or online homework.”

    It’s certainly understandable that many parents are realizing that they would like to play a more active role in their child’s education, but full homeschooling just isn’t an option for most people. Most people I know, at least. I don’t know what kind of billionaires you’re hanging out with.
     
    Even if it were a financial possibility for all families to homeschool, I’ve gathered—anecdotally and via social media—that most parents don’t want to be around their kids for that many hours. It’s a lot of hours. And teaching is hard. More importantly, teaching effectively is hard. There are ways to better incorporate technology into the education process, sure, but if I were a betting lady—which I am, but only while playing Texas Hold ‘Em—I wouldn’t bet on classrooms disappearing anytime soon.

    HEALTH & SAFETY

    When USC published its first round of study results last month, it showed that COVID-19 had already created significant changes in people’s behavior:

    • 85 percent of people reported washing their hands or using sanitizer more often than before
    • 61 percent reported following social distancing guidelines

    Yale School of Medicine health psychologist, Valeria Martinez-Kaigi, who is not affiliated with the study, predicts that after the initial coronavirus threat has passed, new habits like hand washing, self-isolating and hoarding food will scale back considerably. The USC study also found that 22 percent of people reported stockpiling essentials like food and water.

    Side question to all of you who are just now discovering the necessity of hand washing: BUT WHY?

    FOOD

    I know in my household, we’ve been making a concerted effort to be mindful of what we’re buying and from whom. We’re making a point to purchase our vegetables and limited animal products from local farmers, and use all the groceries in the fridge. I’ve always been pro-leftovers (both the food item and the television show), and I don’t understand people who aren’t. (However, I do understand that microwaved fries are intensely subpar.) We’ve consciously chosen to use hand towels for both drying and acting like a napkin purposes. We’re basically killing it.

    According to a survey by AMC Global, a market research firm, consumers report:
    • 45 percent say they’re currently eating less fast food than they typically do
    • 38 percent say they will support local businesses more frequently in the future
    • 32 percent plan to make more home-cooked meals once we’re clear of coronavirus

    In a presentation titled “Trends in the COVID-19 Recovery That Will Shape Main Street,” Main Street America’s Vice Presentation of Revitalization Programs, Matt Wagner, Ph.D., outlined points that echo the survey results:

    • People have learned to cook and/or are cooking at home more often, which will impact businesses that provide “food away from home;” consumers are getting used to delivery (even for groceries), so restaurants and bars will need to address this
    • There is a movement toward self-sufficiency and sustainability; minimalism and home gardening are on the upswing
    PROTECTION
    Prior to the 1918 influenza pandemic, covering one’s cough was nearly unheard of. Now, in the midst of the coronavirus pandemic, new hygienic practices are bound to take hold. Kate White, a behavioral scientist at the University of British Columbia, predicts, “Our vigilance around things like disinfecting surfaces—that’s probably going to continue.”
     

    According to internist and health expert, Dr. Okeke-Igbokwe, touching surfaces and pushing buttons in public may soon be an action of the past. Even prior to COVID-19, most people were aware of everyday germ hotspots: ATMs, credit card swipers, elevator buttons, gas pumps and the like. She predicts that more people will start adopting the habit of pressing buttons with their elbows or clothing-covered fingers.

    But where there’s a problem, capitalism has a solution! In this case, it’s something called a “CleanKey,” and as a lifelong compulsive hand-washer and fan of FUNKY-@$$ JAMZ, its targeted Instagram ads really speak to me.
     

    I swear this isn’t an ad, I just want one. 

    Ann Bostrom, who studies risk perception and communication at the University of Washington, Seattle, says it will take more than just messaging to change behaviors on a large scale. Our compliance as humans often relies on being given the tools we need to easily follow new rules. “If there’s a mask available from the dispenser at the front of the building,” Bostrom explains, “you’re probably more likely to put it on.” The same goes for using hand sanitizing stations.

    CULTURe

    On the other side of this pandemic is a newfound respect for healthcare workers. “Perhaps we will recognize their sacrifice as true patriotism,” says Mark Lawrence Schrad, author and associate professor of political science. We will thank them for their service, as we do now with military veterans. They’ll receive guaranteed benefits and corporate discounts. “Perhaps too,” Schrad continues, “we will finally start to understand patriotism more as cultivating the health and life of your community, rather than blowing up someone else’s community.”

    Maybe the de-militarization of American patriotism and love of community will be one of the benefits to come out of this whole awful mess.

    TIME

    It has been said since the beginning of recorded time: Humans are creatures of habit. And habits of mind and lifestyle don’t change easily. The idea that it takes 21 days to form a new habit is a myth—it’s not as cut-and-dry. “On average, it takes more than two months before a new behavior becomes automatic—66 days to be exact. And how long it takes a new habit to form can vary widely depending on the behavior, the person, and the circumstances.” In a study by the European Journal of Social Psychology, it took anywhere from 18 to 254 days for people to form a new habit.

    The priority of going has created a frenzied, compartmentalized lifestyle where we become agitated or even angry if we’re in a waiting room for more than 10 minutes. And we must be connected and “on the grid” at all times. How many people have you heard say that they can’t live without their phones? Really?! Can’t live?! What a sad, fragile existence. In an article in The Atlantic, writer and physicist, Alan Lightman, comments on this phenomenon: “We have sold our inner selves to the devil of speed, efficiency, money, hyper-connectivity, ‘progress.’” 
    MINDFULNESS

    Although the unknown can be stressful, especially for those accustomed to living their lives in scheduled chunks, this pandemic has given most of us the gift of time. A chance to slow down. A chance to rest. Lightman explains, “The mind needs periods of calm. Such a need has been recognized for thousands of years. It was described as early as 1500 B.C., in the meditation traditions of Hinduism. Later in Buddhism.”

    When a monk has gone into an empty place and has calmed his mind, [he] experiences a delight that transcends that of [other] men.
    — Ancient passage from the Buddhist Dhammapada
     
    As frightening as the COVID-19 pandemic is, it may be forcing many of us to slow down and spend more time looking inward. With more quiet, more privacy and more stillness, we’ve been given an opportunity to reflect on who we are as individuals, and as a society. 
    CONCLUSION
    We’re in uncharted waters trying to navigate a ship in the dark. We’re experiencing an unprecedented event in history. We’re in the veritable Upside Down. How we react and respond right now will have a significant impact on our lives. The habits we’re developing during this time—good or bad—could very likely follow us into the future.
     
    Nature wants balance. It requires a stable equilibrium: homeostasis. It always has a way of correcting itself—and maybe, just maybe, that’s what it’s doing now. This is not at all a reference to those we’ve lost to the virus; it’s simply a comment on the current trend toward self-sufficiency, sustainability and seeking a greater truth.
     
    We all have the desire to be free, and some of the innovations we’ve seen develop during the coronavirus have shown us that true freedom may just be possible. Whether it’s the use of Bluetooth smart thermometers that can transmit a person’s temperature and geolocation to an offsite database, or members of the Toronto Symphony Orchestra using smartphones to perform together—apart—from 29 unique locations, technology can help us break obsolete or imagined chains and connect in more meaningful ways.
     

    Stay safe and we’ll see you soon. We will not, however, be shaking hands. 

  • 10 TIPS FOR ADVERTISING & MARKETING DURING CORONAVIRUS

    10 TIPS FOR ADVERTISING & MARKETING DURING CORONAVIRUS

    As we continue to face the global health crisis that is COVID-19 (Coronavirus), both consumers and advertisers are taking major hits from all sides. People in all affected countries are now encouraged to take part in “social distancing.” This practice, alone, financially hurts companies across almost all sectors. (Economic pain aside, the goal of social distancing is to help slow or stop the transmission of disease; this allows for healthcare establishments to better treat current patients, and better prepare for future ones.) But most businesses—from mom-and-pop shops to major airlines—will suffer during this uncertain time.

    Perhaps counterintuitively, this is not the time to stop your advertising and marketing efforts.

    Tweak your strategy? Sure. Reevaluate customer needs? Absolutely. Cut poor-performing products and eliminate low-yield endeavors? Yes, we’re with you. But DON’T STOP your advertising efforts, completely.

    Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish both during and after a recession.

    John Quelch & Katherine E. Jocz, Harvard Business Review

    Quelch and Jocz further explain, “On average, increases in marketing spending during a recession have boosted financial performance throughout the year following the recession.” And although this information is in reference to the 2008 recession, what’s past is prologue. Economic recessions, natural disasters, global health concerns—these are the types of catastrophic events that cause major shifts in the marketplace.

    It’s a sensitive time, particularly for advertisers and marketers. Although it is our job to continue to promote goods & services, there’s a fine line between being mindful and newsjacking. It’s our responsibility to err on the side of caution when crafting and publishing brand messages, and to put our empathetic foot forward.

    Here are Media Garage Group’s top 10 tips for advertising and marketing during Coronavirus:

    1. STAY IN FRONT OF YOUR AUDIENCE, RESPECTFULLY

    Right now, if you’re a brand like Clorox or Purell, you’re most likely having issues with supply rather than demand: Consumer demand for hand sanitizer has grown by 1,400 percent from December 2019 to January 2020. For the rest of us—brands that may not seem as “essential,” or brands that offer higher-end, or disposable income-related goods or services—we still need to get ourselves out there. Jason Keith, CEO and lead analyst at Social Fresh, recommends to, “Focus on positive ways your brand can create engagement or at a minimum stay top of mind, but don’t stretch beyond what is reasonable.” Think thoughtful, relevant content as it relates to your customers’ current situations.

    One great example of this is from the meditation and sleeping app, Headspace. Their Co-Founder and CEO, Rich Pierson, published an article on LinkedIn explaining, “Here at Headspace, we’ve heard stories of anxiety, uncertainty and fear from hundreds of business leaders, healthcare providers, gig economy workers, teachers, parents, students and caregivers all over the world.” He continued by stating, “So today, we’re taking several steps to help.”

    These steps include providing free subscriptions to U.S. healthcare providers, teachers and caregivers; unlocking free, specially curated mindfulness content; and sharing Headspace for Work, which was previously only available to clients and customers.

    2. REASSURE CLIENTS & CUSTOMERS

    We all have things we’re comforted by. Living in uncertainty, in particular, drives us to seek the familiar—the people, pets, places and products who/that provide a sense of security. During hard times, the best thing brands can do is stay calm and be as sensitive as possible when adding to the noise.

    • Put customer service at the forefront of your messaging.
    • Stop ALL “scheduled” posting.
    • Concentrate on current customers, not converting new ones.
    • Craft messaging that reinforces an emotional connection and reassures customers that “we’re in this together.”

    3. REDIRECT DIGITAL MARKETING BUDGET

    If you’re currently running banner ads, freeze them until the end of the month. Banner ads have limited space, and right now, brands need to convey messages that are especially nuanced. Redirect those ad dollars into efforts that can provide more real estate (e.g., content) and measurable results (e.g., social media ads).

    4. PROVIDE HELPFUL INFO, BUT STAY IN YOUR LANE

    In times like these, it is of the utmost importance to be self-aware. Know who you are as a brand, and know what fits within the “tone” of your brand’s personality. A local restaurant shouldn’t necessarily be sharing statistics from the CDC. The restaurant could, however, create an easy takeout entree or meal kit and promote that. The goal is to add value or provide solutions for customers.

    Local distillery, Kozuba & Sons, is doing just that. They’re currently halting all liquor production and reallocating their resources—in this case, their highest-grade spirit that would’ve been used to make vodka—to produce hand sanitizer.

    5. REQUEST BONUS SPOTS FROM MEDIA PARTNERS

    Contact all the TV, radio and outdoor sales representatives you work with to inquire about available inventory. More than likely, the reps will have spaces they need to fill during this crisis. You may be able to secure free ad space—therefore, more frequency of your advertising message—just by asking for it.

    6. RESTRUCTURE PAYMENT SCHEDULE

    Money’s tight for everyone right now. So unless you’re Clorox or Purell, it may behoove you to work with your media partners to request that your campaign stay active, but restructure your payment schedule. Perhaps you can come to an agreement that you’ll pay in full at the end of your contract; or you can divide this month’s payment into installments. One potential solution is to split your March payment, along with initial planned spending, into four installments; paying in September, October, November and December. This agreement would allow you to reduce your current cash outlay and take some of the pressure off.

    7. REVIEW ALL CANCELLATION POLICIES AND MAKE REQUESTS AS NEEDED

    Television and radio stations will often have a two-week cancellation policy. While advertising and marketing during Coronavirus, it’s nearly impossible to prepare for what will happen day-by-day, let alone two weeks in advance. Work with your media partners to see if you can negotiate a shorter cancellation period. For example, if you’re able to secure a one-week cancellation period, it will be much easier to pull your scheduled ads if you decide it’s the best decision for your business.

    8. AVOID INSENSITIVE OR OPPORTUNISTIC MESSAGING—USE COMMON SENSE!

    Some top-tier brands like Hershey’s and KFC have decided to change their creative in response to COVID-19 fears. Physical contact was at the center of both brands’ original spots—this would’ve clearly opposed health officials’ social distancing recommendations. On one hand lies the sentiment that consumers are rationally minded. Tim Smith, president of the agency Chemistry, says, “You’ve got trust in your audience to know you’re not saying you’re promoting things irresponsibly just because you’re showing somebody hugging.”

    On the other hand, it’s a particularly sensitive time for people and any marketing misstep could be amplified by this heightened state. “It can create a situation where there’s a lot of negative sentiment associated with a brand, and then that can spiral out of control, even if the reality is that we need to be showing each other some love as a society these days,” explains Jesse Purewal, partner at growth consultancy Prophet.

    One thing is for sure: how marketers handle Coronavirus will certainly separate the pros from the amateurs.

    Remember when everyone thought they could buy social media services for a few hundred dollars because their kid in college could do it? Now this will reset the playing field.

    Kristen Ruby, Adweek

    9. EMPLOY A ‘MARATHON NOT SPRINT’ MENTALITY

    Although it may be a good time to reflect on your messaging and make adjustments where necessary, no professional worth her or his salt would ever recommend a full marketing shut down. You still have a business to run. In the Harvard Business Review, Quelch and Jocz write, “During recessions it’s more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn’t optional—it’s a ‘good cost,’ essential to bringing in revenues from these key customers and others.”

    Now is the time to reinforce your brand’s core proposition, not the time to slam on the brakes. Eliminating your advertising and marketing efforts altogether will result in spending much more to regain your share of voice once we’re through the weeds. Slow and steady wins the race.

    10. DO NOT MAKE MAJOR DECISIONS OUT OF FEAR

    Knee-jerk solutions to temporary problems can have long-term effects on business profitability. Everyone is scared right now, but as with anything, this too shall pass. And once it does, you’ll want to be able to hit the ground running. A Nielsen study of the U.S. market highlights how quickly consumers can digest and process new outbreak information and then make spending decisions tied to that information. Continue creating ad campaigns, work ahead and be prepared for good news. Because, eventually, it will come.

    In conclusion, wash your hands, stay home when you can, and remember that—despite how it may feel right now—this is temporary.

  • GEN Z MARKETING: DOs AND DON’Ts

    GEN Z MARKETING: DOs AND DON’Ts

    Move over Millennials, brands are beginning to see the buying power of Gen Z—which is currently upward of $143 billion in the United States. Gen Z makes up 26 percent of the U.S. population and is comprised of those born between 1997 and 2012, the oldest of whom are just beginning to enter post-college adulthood. Like Millennials, Gen Z tends to be more optimistic than not. However, unlike the “follow your dreams” Millennials, Gen Z is looking for a more practical approach to the future—including how they will spend their money.

    Let’s take a look at a couple of the DOs and DON’Ts of marketing to Gen Z.

    DO: UNDERSTAND WHAT YOUR AUDIENCE WANTS
    Unlike in the days of yore, a “one-size-fits-all” message will. not. work. for Zs. First, you’ll want to do your homework to understand what they want from brands, in general. More importantly, if you want to make any real impact, you need to get honest about your brand and its offerings. What does/would this generation like about your brand? What do/will they dislike? The most challenging aspect of this is creating nuanced messaging that illustrates that you understand them as individuals. This is only possible if you take an egoless look at your brand and do your research!
    DON’T: LIE
    This seems obvious, but it’s truly baffling how many marketing and ad campaigns are based on stretched truths or claims that brands can’t back up (Fyre Festival, anyone?). When it comes to marketing to Gen Z, trust is key. In fact, one of the reasons Snapchat is popular with Zs is because they distrust other social media platforms’ privacy policies. According to Ad Age Studio 30 and UNiDAYS, 59 percent of Zs have paid attention to an ad because it was from a brand they trust. In other words, ads can work with Gen Z, but marketers need to focus on brand building in order to establish meaningful, long-term relationships with them. This is done through thoughtful creative content marketing and genuine brand storytelling.
    DO: CREATE VALUABLE EXPERIENCES
    Gen Zs tend to be more cautious with their money than previous generations. Many of them remember what the Great Recession of 2008 did to their families and, because of this, want to avoid getting into their own financial trouble. And although they’re cautious, they’re not frugal—Gen Zs are willing to spend money for perceived value. They want quality products and unique experiences. They want to have a good time, but not at the expense of going into debt. They’re mindful shoppers who have access to product and pricing information in their hands. However, most still prefer purchasing from brick & mortar establishments and taking part in exclusive or limited events. FOMO is real. And people will do a lot for the ‘Gram.
    gen z marketing credit cards
    gen z marketing events
    DON’T: SPEND EXCESSIVE MONEY FOR NO REASON
    things that DO NOT motivate Gen Z shoppers:
    • Celebrity endorsements
    • Brand-specific retail apps (they may browse, but they typically won’t convert unless there’s an added incentive; they prefer aggregator shopping apps)
    • Press or media coverage
    things that DO motivate Gen Z shoppers:
    • Micro-influencers—those with anywhere between 2K and 50K followers on a particular social media platform (they’re seen as more trustworthy than big-name celebrities)
    • Brands that are informed about political issues (notice I said “informed,” not “outspoken about”)
    • Their friends—77 percent of Gen Z shoppers turn to their friends for purchasing advice

    With more than 5.6 million businesses in the U.S., each fighting for share in the marketplace, every brand must spend money to make money. And some are dead-set on throwing money at strategies and practices that have proven themselves outdated or outright ineffective. This is not to say that traditional media doesn’t work; on the contrary, Gen Z is a sort of “throwback” generation that is partial to things like physical display advertising and TV ads.

    gen z marketing traditional advertising

    Although Gen Z is split on whether or not brands should share their “political” voice publicly, they’re more loyal to brands that “do good.” Zs are often willing to pay a bit more for sustainably sourced products or brands that give back to the community—82 percent say they would be more likely to buy a product if it were environmentally friendly.

    When it comes to Gen Z marketing, it’s important to start now. This can open the door to relationships that can last well into their prime spending years. The key word here is “relationships.” Brands must stop talking “at” consumers and start (or continue) talking “to” them. They must encourage dialogue and facilitate participation. The only way to accomplish this is with a mix of traditional media, organic inbound marketing (content, social, etc.) and strategically placed digital. Gen Z’s loyalty is contagious—see the stat above about how friends motivate shopping decisions—so it’s imperative to make them feel like they’re part of your story so they can help you tell it for years to come.

  • WHY TO SPEND YOUR HOLIDAYS (AND YOUR MONEY!) IN ST. PETE

    WHY TO SPEND YOUR HOLIDAYS (AND YOUR MONEY!) IN ST. PETE

    We’re less than a week away from Christmas and the holiday cheer in St. Pete, Florida isn’t slowing down anytime soon. If you’re looking for Santa-approved things to do, places to go and unique gifts to buy, look no further than #DTSP! Check out some of our favorite picks for St. Pete wintertime wonder and NYE excitement.

    LIGHTS!

    The best holiday light displays around St. Pete.

    Enchant Christmas

    TROPICANA FIELD / THROUGH DECEMBER 29, 2019

    Touted as having “The World’s Largest Christmas Light Maze,” Enchant Christmas is a spectacle for all ages. Beautiful illuminated reindeer “sculptures” and installations make it very ‘Grammable. There’s also a market, live entertainment, overly priced but what the hell, it’s the holidays! drinks and—my favorite part—the ice skating loop. Did I bust my knee open trying to do some ice dancing with my nephew? Yes. Was it worth it? Absolutely. Just be prepared to say “there are so many people here” a lot.

    Oakdale Christmas House

    2719 OAKDALE STREET SOUTH / 6 P.M. DAILY THROUGH JANUARY 3, 2020

    According to the Tampa Bay Times, “the 43rd annual light display with religious representations includes lit walkways, water fountains, a computerized light show, animated dolls, a three-story snowman and an 18-train model railroad.” Holy Christmas!

    WATERFRONT LIGHT DISPLAY

    STRAUB PARK, BEACH DRIVE & FIFTH AVENUE NE / THROUGH JANUARY 1, 2020

    Photo credit: Tampa Bay Times

    Stroll along the waterfront and feast your eyes on thousands of lights, decorations and a giant holiday greeting card display created by local teens and participants from St. Pete recreation centers.

    CHRISTMAS BOAT PARTY

    THE GETAWAY / 6 TO 10 P.M. • SATURDAY, DECEMBER 21, 2019

    Photo credit: The Getaway

    If you’re all about that #SaltLife, this is the event for you. (And it’s free admission!) Do Christmas Florida-style while listening to live music, eating fresh seafood, drinking tiki cocktails and admiring docked boats that are decorated with a whole lotta holiday cheer!

    CAMERA!

    Where to catch holiday movies and snap photos with Santa!

    HOLIDAY MOVIES IN THE PARK

    VINOY PARK / 7 P.M. • DECEMBER 21, 2019

    Photo credit: Walmart.com

    Grab your lawn chairs and blankets to get cozy on the grass for a viewing of 1994’s The Santa Clause starring Tim Allen. This family-friendly event is free and open to the public.

    MEET SANTA

    NORTH STRAUB PARK / 6 TO 9 P.M. DAILY THROUGH DECEMBER 23, 2019

    Photo credit: St. Petersburg Parks & Recreation

    Along with Holiday Movies in the Park, Meet Santa is part of the new Holidays in the Sunshine City event that incorporates all St. Petersburg’s holiday festivities sponsored by the St. Petersburg Parks and Recreation Department and the City of St. Petersburg. Traumatize Surprise your kids and get to know ol’ Saint Nick at this free event—cameras & photos welcome!

    PET PHOTOS WITH SANTA

    TYRONE SQUARE MALL / 9 A.M. TO 9 P.M. DEC. 20-23 & 8 A.M. TO 6 P.M. DEC. 24, 2019

    Photo credit: Parade.com

    Bring your pet to Dillard’s Court at Tyrone Square Mall for an extra-special Christmas photo op! The Jolly One will be there to sit for photos with your fur babies now through Christmas Eve. PRO TIP: Even Santa has to take breaks, so avoid 1:15 – 2:00 p.m. Monday through Saturday; 2:15 – 3 p.m. Sunday.

    ACTION!

    Christmas activities, New Year’s nightlife and last-minute holiday shopping destinations.

    UGLY SWEATER PARTIES

    Photo credit: Etsy.com

    DOG BAR / 6 TO 11 P.M. • DECEMBER 20, 2019

    Live DJ, BBQ, raffles, JELL-O shots and adoptable pets! What more could you want out of a party?! Dress yourself and your pet in the gaudiest garb you can find and enter the contest!

    3 DAUGHTERS BREWING / 8 TO 11 P.M. • DECEMBER 20, 2019

    It’s time to get tacky! Enjoy live music from The Spazmatics from 8 to 11 p.m., but feel free to come early for this all-day event. Cold beer. Free admission.

    MACDINTON’S ST. PETE / 7 P.M. TO 1:30 A.M. • DECEMBER 24, 2019

    Grandma knitted you that sweater for a reason—to win MacDinton’s Ugliest Sweater Contest! (Sorry, Doris. Although the design is questionable, the garment is exquisitely crafted. Just like you.) (The “exquisite” part, not the “questionable” part.) Contest winners will receive prizes sponsored by Tito’s Vodka. Donate a brand new teddy bear for the Rough Riders Annual Holiday Teddy Bear Drive because a.) it’s a nice thing to do for a child this holiday season; and b.) for each bear you donate, you’ll receive a raffle ticket to win a Tito’s basket o’ holiday cheer(s)!

    Moscow Ballet’s Great Russian Nutcracker

    THE MAHAFFEY THEATER / 7 P.M. DEC. 26; 3 P.M. & 7 P.M. DEC. 27, 2019

    Photo credit: Duke Energy Center For The Arts — The Mahaffey Theater

    Don’t miss the Moscow Ballet’s breathtaking interpretation of this quintessential holiday performance featuring an iconic score by Tchaikovsky. Dancers tell this timeless tale of a little girl’s Christmas Eve dreams through a fantasy of music and movement. Tickets start at $34.50.

    NEW YEAR’S CELEBRATIONS

    Photo credit: Grammarly.com

    RED MESA CANTINA: RING IN THE ROARING TWENTIES / 8 P.M. TO 1 A.M.

    MUSEUM OF FINE ARTS: NYE@MFA | FLIGHTS OF FANCY / 9 P.M. TO 1 A.M.

    THE VORTEX BAR & GAME ROOM: A ROARING 2020 NEW YEAR’S EVE / 8 P.M. TO 3 A.M.

    THE MANDARIN HIDE: NYE DECADENCE 2020 / 8 P.M. TO 1 A.M.

    THE ESTATE: NEW YEAR’S EVE 2020 | BUBBLES & BOTTLES / 9 P.M. TO 3 A.M.

    ST. PETERSBURG COLISEUM: SWINGIN’ THE NEW YEAR / 7:30 P.M. TO 1 A.M.

    RINGSIDE CAFE: NEW YEAR’S EVE | RJ DOES TALKING HEADS W/ ELLA JET & FUTURE SOUL / 9 P.M. TO 1:30 A.M.

    … just to name a few.

    LAST-MINUTE SHOPPING

    We’re big fans of shopping locally—particularly in the Grand Central District—for holiday gifts. Here are our favorite selections for unique, intentional, hand-crafted goodies to fill stockings (or really any container or box you’d like).

    THE BUNGALEAUX ON CENTRAL

    Discover one-of-a-kind furniture and accessories for the home. The Bungaleaux carries industrial hand-crafted pieces by local artisans & eclectic home furnishings hand-picked from all over the world.

    PIECES OF A DREAM

    Patti, Pieces of a Dream’s owner, describes her store as “your destination to Celebrate Your Senses and find unique and distinctive ‘Gifts You’ll Love to Give and Receive’.”

    CREATIVE CLAY

    Creative Clay‘s vision is to “make the arts accessible to all” by providing expressive, educational and vocational experiences for people with disabilities. The gifts you’ll find at their brick & mortar and online store are individually created by Creative Clay artists. From clothing to home decor to greeting cards, Creative Clay is sure to have something for everyone on your list.

    HAWTHORNE BOTTLE SHOPPE

    With more than 300 craft beer offerings and 75 distinct wines, Hawthorne Bottle Shoppe is your resource for buying rare & craft libations like a local. Grab some lunch before you shop—they also have at least 10 beers on tap and 8 deli selections.

    My last reason to spend your holidays in St. Pete goes out to my northern friends: IT DOESN’T SNOW HERE. I think I’ve proven my point.

    There you have it! If you have other suggestions or recommendations for this holiday list, let us know in the comments or on our Facebook Page!

    Happy Holidays from Media Garage Group and …

  • 4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF

    4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF

    It’s almost here. The day to see your extended family one of two times per year, stuff yourself silly with green bean casserole, pretend you know what a “cornerback” does, and think about what you’re grateful for. Just like the pilgrims and American indigenous peoples did!

    You know what they didn’t do? Take advantage of a holiday to create some of the best small business marketing content this side of the Mississippi. I mean, who would even do that?! Who would even say that?! The nerve of some people.

    On an unrelated note, in recent years, gratitude has proven to be increasingly responsible for one’s overall happiness and well-being. From simple things like thanking someone for holding an elevator, to intense week-long meditation retreats focused on the issue, gratitude allows us to heighten our frequency and change our perspective.

    Let’s take a deeper look at the role of gratitude in business.

    4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF

    BECAUSE SCIENCE

    According to a 2017 Forbes article, we need three positives to outweigh the impact of one negative. In other words, we feel and hear negativity with three times the power that we experience positivity. The issue in our current culture, however, is that we tend to give 10 times more negative feedback than positive feedback. Essentially, we need a 3:1 ratio, but we get 1:10, which leaves us unfulfilled, anxious and depressed. This is why gratitude matters.

    Regularly expressing gratitude (the quality of being thankful and readiness to show appreciation) literally changes the molecular structure of the brain, keeps the gray matter functioning, and makes us healthier and happier. 

    — UCLA’s Mindfulness Awareness Research Center

    Practicing and experiencing gratitude literally has the power to rewire your brain. (And, yes, I know how literally works.) Gratitude serves as a sort of natural antidepressant. During the practice of gratitude—say, thinking about or writing down three to five things you’re grateful for—specific neural circuits are activated. Production of serotonin and dopamine increases, and neurotransmitters, or “chemical messengers,” travel neural pathways to the brain’s “pleasure” center. The more we practice, the stronger these neural pathways become—a phenomenon known as “Hebb’s Law,” which states: “Neurons that fire together, wire together.” “The more times a certain neural pathway is activated (neurons firing together), the less effort it takes to stimulate the pathway the next time (neurons wiring together).

    Source: The Neuroscience of Gratitude

    BECAUSE TEAM-BUILDING

    In a whitepaper published by the Dale Carnegie Institute, researchers found that “showing appreciation” was the number one blind spot for most leaders. Which, in turn, makes it the greatest opportunity for improving employee engagement and company performance.

    Gratitude is a social emotion—and moral emotion—that has the power to strengthen relationships because it requires us to take stock of how we are supported and affirmed by those around us. Additionally, gratitude puts us in a position to recognize how positive things in our lives, like a success at work, are often due to outside forces—particularly the efforts of others.

    Of course there are (and will be more) business leaders who believe that this type of attitude toward gratitude doesn’t belong in the workplace. Some believe it shows weakness or lacks professionalism. To those people I say …

    Let’s take a look at a few benefits of gratitude in the form of workplace recognition:

    • Motivates employees
    • Provides sense of accomplishment
    • Provides feeling of appreciation
    • Builds trust
    • Increases emotional resilience
    • Fosters cooperation
    • Decreases toxic emotions (e.g., envy, materialism, etc.)
    • Increases staff retention rates
    • Strengthens company loyalty
    • Promotes employee engagement

    Sources: Making the Business Case for Gratitude; How Gratitude Can Transform Your Workplace

    Keep in mind that in order for gratitude to work, it has to come from a genuine place. If done correctly, gratitude has the power to make your business more profitable because your employees will be more engaged and effective. However, if your team gets even a *whiff* of insincerity, you’re going to get the opposite effect—your employees will know you’re using them. You must honestly want what’s best for your team. And if you don’t want that, you may want to consider a new personality career.

    BECAUSE CUSTOMER SATISFACTION

    Establishing relationships is at the core of any business venture. Incorporating gratitude into this process will enable you to better connect with customers, attract new clients and foster beneficial rapport with manufacturers and suppliers.

    According to Betsy Bugg Holloway, a marketing professor Samford University in Birmingham, Alabama, gratitude is an effective tool largely because “it is a precursor to develop trust.” And trust, itself, is an extremely powerful driver of loyalty, no matter the type of relationship.

    Gratitude motivates positive reciprocal behavior. If a customer believes that a business has his [sic] best interests at heart, that customer is more inclined to develop a long-term relationship with the business.

    — Randy Raggio, marketing professor at the University of Richmond

    Let’s go over a few DOs and DON’Ts of gratitude with regard to current and potential customers.

    DOsDON’Ts
    Build memorable bonds that transcend “business relationships”Be afraid to show [rational] emotion; consider emotion a “weakness”
    Know your client well enough to add a unique, personal touch when sending a giftSend a faceless, generic gift to an important client
    Look people in the eye; give genuine compliments when they’re due; engage in active listeningLook at your phone during client meetings; dole out insincere “compliments” to further personal agenda

    When your customers believe you sincerely care about their well-being, they’re more likely to refer a friend, write a positive online review or pay a little more for your products and/or services in the future.

    Sources: 5 Reasons Why Practising [sic] Gratitude Is Great for Your Business; Why gratitude is good for business, year round

    BECAUSE THE BOTTOM LINE

    I hope it is becoming clear how important gratitude in business is. It’s one of those things that often gets overlooked in the day-to-day, but plays such a crucial role in a business’s ability to thrive.

    Still, many business leaders view gratitude as a social nicety rather than a tool to improve company performance. Perhaps some hard facts & figures from the Harvard Business Review will do the trick.

    • Depending on industry, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one.
    • Increasing customer retention rates by 5% increases profits by 25% to 95%.

    Take, for example, Reston Limousine. In 2009, its President & CEO, Kristina Bouweiri, began holding fancy customer appreciation lunches for a friend’s lagging business. Those lunches provided Bouweiri with the opportunity to meet 900 clients, which gave her own business a healthy boost. She knew that her unexpected success was a testament to the power of appreciation and gratitude in business and immediately pivoted her strategy.

    From that point on, rather than going after new business, she and her team decided to go back to old clients and thank them—to develop relationships with them. For nearly 20 years, the Reston Limousine team had done little to nothing to show gratitude for its nearly 20,000 clients. “Now,” says Bouweiri, “I consider it the most important initiative that I have.”

    Similarly, Dr. Justin Wood, Th.d., CJME, who was given the task of reviving a dying restaurant, decided to put the practice of gratitude into place and had employees focus on making customers feel appreciated. Not only did this double business in a month, but continued to set quarterly financial records.

    I retain a high percentage of customers. This costs me less in marketing and those customers tell others of my services; in turn, gratitude saves me money, while making me money and costing me nothing.

    — Dr. Justin Wood, Th.d., CJME

    These examples only tout the benefits of gratitude toward clients. What about your internal team?

    Continuing on the idea that gratitude is a business tool rather than a “social nicety,” let’s take a look at employee turnover. Most employees leave a position because they feel disengaged. The root cause of this disengagement? A lack or total absence of gratitude in the workplace. They feel like they’re neither being seen nor appreciated at work.

    • 71% of American employees report feeling not fully engaged at work
    • 26% of American employees report feeling actively disengaged at work

    Fear not—there’s an easy solution. A study reported by Harvard Medical School and conducted by the Wharton School at the University of Pennsylvania found that employees who heard expressions of gratitude before doing work made 50% more progress on their goals. All because of something as simple as a sincere “thank you” or “great job.”

    Sources: Why gratitude is good for business, year round; 20 Examples of How Showing Gratitude Helped a Business; Why Expressing Gratitude Is Good For Business And People

    As technology continues to develop at lightning speeds and we become increasingly isolated from one another, it’s imperative that we all make an effort to reach out, listen carefully, speak intentionally and strengthen the bond that binds us all: love for our tribe. Whether it’s a familial tribe, professional tribe, or chosen tribe, if we don’t support one another—on any scale—the whole system collapses.

    We hold the power. We have the ability to not only reinforce our relationships, but to forge new ground and create bonds that we never imagined creating. Gratitude is the answer. This Thanksgiving, and every other day of the year, gratitude is the answer.

    So, from this boutique ad agency to you …

    THANK YOU FOR READING. WE APPRECIATE YOU.

  • HOW TO HALLOWEEN-IFY YOUR BRAND

    HOW TO HALLOWEEN-IFY YOUR BRAND

    Halloween is one of those holidays people either go all out for or couldn’t care less about. Luckily for brands, economic trends support the former notion. According to financial website, The Balance, Halloween retail spending was estimated at $9 billion in 2018. Halloween celebrants spent a record $86.79 per person last year.

    Armed with stats like those, it’s clear that Halloween is a treat for retailers. (I’m sorry.) And even if your brand doesn’t necessarily sell products or services that can be traditionally linked to the holiday, you can still take advantage of this time of increased search and increased spending via creative content development. According to the National Retail Federation, 35 percent of consumers surveyed cite online search as the top source of Halloween inspiration. And as many of us know, inspiration can ultimately come from anywhere — even local marketing.

    Let’s look at a few ways to “Halloween-ify” your brand and take advantage of holiday marketing trends.

    SPOOK YOUR DIGITAL LOOK

    LOGO & SOCIAL AVATAR

    Simple tweaks to your logo and/or social media avatar can attract more of the eyeballs you’re trying to eat after. You could use a monochromatic version of your brand mark and go all black or all orange. You could include a slight embellishment to your standard mark by adding a tiny bat or crescent moon. If you have a designer or developer on hand, you could even use an animated GIF to show a “transformation” of your standard brand mark to something more sinister.

    Google is the master of logo transformations with its “Google Doodles.”

    WEBSITE

    Design tweaks to your website should complement the changes you’ve made to your logo/avatar. Consistency is key with things like this — mismatched colors, images or tones can be overwhelming to users, so keep it simple. If you add a black background to your social media image and profile headers, you could change the background of your site in the same way. Even a simple reversal of colors (i.e., white type on black background) can be enough to attract more engagement.

    If you have the resources, you could add a Halloween-inspired landing page to your site and tie in a spooky lead generation element. Author Barry Bolway did this well with his free poem download squeeze page.

    PRODUCTS

    If you’re a retail vendor — especially one with a brick & mortar store — it may be outwardly easier for you to curate a Halloween “experience” with your products. For physical locations, storefronts and endcaps can provide perfect canvases for themed displays. Be sure to keep your target audience and overall brand personality in mind — you wouldn’t necessarily create a bloody crime scene for a “coastal casual” clothing store. Check out some inspirational displays below (and find more with the #HalloweenDisplay hashtag).

    For those with service or web-based offerings, you can create special product “bundles” with a Halloween twist or offer a Halloween discount on a product. Business verticals that could implement this idea include:

    • Hotels & vacation rentals
    • Online service providers (e.g., new media marketing agencies, website hosting platforms, etc.)
    • Home improvement or repair (e.g., HVAC, plumbing, landscapers, etc.)
    • Content creators (e.g., authors, videographers, etc.)
    • Law offices
    • Medical providers

    HAUNTING ENGAGEMENTS

    SCAVENGER HUNT

    This concept, particularly in a digital environment, is designed to get and keep users clicking through on your website or social media profiles. It boosts engagement in a clever and fun way. New York jewelry designer Kendra Scott did this well by adding pumpkin “Easter eggs” throughout her website. The pumpkins contained discount codes that visitors could use in select categories.

    You could also provide clues to lead users to specific social media posts where they could perform an action of your choosing (e.g., comment with a specific hashtag, post a photo and tag your brand, etc.). Creativity is key, but don’t forget to incorporate a Halloween-ie twist.

    TRICK OR TREAT

    This concept works particularly well in both direct mail and email campaigns (or simultaneously!). Gamify your audience’s experience by providing them with a “choose your own adventure” of sorts. For email campaigns, create an email that is consistent with the design of your newly “spooky” logo/avatar and web graphics and prompt users to choose between two options: a “trick” or a “treat.” A “trick” should be something that is still beneficial to the consumer, but perhaps not as beneficial as the “treat.” For example, one option could be 10 percent off of a product/service, and the other could be 20 percent off. You still want to provide customers with a benefit that would encourage them to convert in some way. Email has a 66% conversion rate for online consumers when it comes to purchases made as a result of receiving a marketing message.

    For direct mail campaigns, you could use a scratch-off element that requires users to choose between two options. You could take this a step further by integrating the direct mail into the digital or email campaign for a 360º experience.

    CONTESTS

    Contests are a fun way to engage your target audience. They can certainly work in real-life scenarios by hosting a costume contest for employees and/or community members, pumpkin-carving contests, pumpkin pie baking contests and the like. However, even if you choose to hold your contest in a physical space, there needs to be a digital element included to encourage more engagement: a “wrap-up” blog post, social posts with photos or a video of the contest. Other digital contest ideas include:

    • A “photo-a-day” contest with Halloween prompts
    • A call-to-action for consumers to post a photo/video of them using your product in a creative way — make sure to have them tag you and use your Halloween-themed hashtag
    • A call-to-action for users to complete a series of steps: follow you, tag a specific number of users, include a hashtag — choose winners who have followed all steps for a “Halloween” prize
    • Reach out to influencers in your local market or business vertical to team up for a Halloween promotion (PRO TIP: Make sure the influencers’ target audience matches yours!)

    SCARY-GOOD CONTENT

    CURATED EXPERIENCES

    This concept is a great way for local businesses to get noticed. If you do the leg-work to curate all the awesome Halloween events happening in your community (or even just the events that correspond to your brand’s personality), you’ll not only receive recognition for providing an important “service,” you’ll receive a boost in your website and social traffic. Further, if you link and tag the people and venues included in your curated post, there’s a good chance that they’ll show their gratitude by reposting or sharing your content.

    BEHIND-THE-SCENES

    Who doesn’t want to peek behind the curtain? Show your audience that there are real people behind the faceless logo they’ve become accustomed to. Holding an office costume contest? Show it off on social media! Take it a step further with a video tutorial detailing the creation of one of the more interesting or complex costumes.

    In 2017, Disney posted a time-lapse video showing the transformation of the park into a Halloween kingdom. And, sure, none of us have the reach or power that Disney does; however, this post outperformed every other post of theirs for the entire year, generating more than 240,000 total interactions.

    https://youtu.be/cXM5P0SUQSU

    USER-GENERATED (UGC)

    If all else fails, let your audience do the work for you! User-generated content is an excellent way to engage your audience while providing your brand with content that you could repurpose in a number of ways (i.e., featuring user photos on product pages). Implement one of the contest ideas listed above or create something new that encourages consumers to develop content on your behalf. For example, if you have a brick & mortar, create in-store Halloween signage featuring social icons and a hashtag — once the hashtag’s content starts populating, you can curate your favorite images and posts to share on your brand’s social profiles or blog. Hey, everyone wants their 15 minutes, right? And these 15 minutes could easily translate to the creation of a brand advocate.

    Halloween is all about fun and fantasy. It’s a time where we can unleash our inner Spider-Man or “sexy” [insert literally any noun here] or zombie or vampire (or, in my case, Johnny Rose from Schitt’s Creek). It’s also a time when brands can explore the edgier side of their brand messaging. Try one (or a few) of these Halloween creative content development ideas and let us know if you scare up any new business! (Again, I’m very sorry.)

    HAPPY HALLOWEEN!

  • MENTAL HEALTH IS FOR EVERYONE

    MENTAL HEALTH IS FOR EVERYONE

    Today is World Mental Health Day. According to the World Health Organization, the objective of the day is, “raising awareness of mental health issues around the world and mobilizing efforts in support of mental health.”

    Up until recent years, there has been a stigma surrounding mental health. And although we’re still not where we need to be as a society with regard to our views on it, we’ve certainly come a long way. The National Alliance on Mental Health states that 1 in 5 U.S. adults experience mental illness each year.

    What this means is mental illness is closer than you think. If you, yourself, aren’t battling a mental illness, you surely know someone (or multiple people) who is. They’re your coworkers; they’re your friends; they’re your baristas and your CEOs. And in our case, they’re our own Content Director, Court Bishop.

    According to our Head Media Mechanic, Karen Helsinger, Court is “the master behind our best creative work.” Court also suffers from clinical depression and generalized anxiety disorder. This has been found with Creatives time and time again. From writers to standup comics to fine artists, mental illness seems to go hand-in-hand with creativity.

    In an effort to make mental illness and the treatment of it more of a mainstream topic, we’d like to share Court’s new blog on the subject. Discover HAPPY SO HARD. It’s a blog about fighting to overcome mental illness in the pursuit of happiness. It’s an honest look at how mental illness impacts everyday life. Here’s an excerpt from the intro:

    My goal with this project is to get out of my head and get into your car uncomfortable. To stop being afraid. My Ego would like for me to mention that I’m not generally a “scared” person—I enjoy pushing the limits of my body and mind—but I do struggle with the aforementioned depression and anxiety (along with 18.1% of the U.S. population). I’m also the proud owner of obsessive-compulsive personality disorder. OCPD is characterized, among other things, by extreme perfectionism. People with OCPD are “hardworking, but their obsession with perfection can make them inefficient.” So that’s neat!

    This translates to real life in the form of inaction. If I don’t think I’ll be great at something immediately, or if a situation is set up in such a way that makes me feel like I lack the majority of the control, I’d rather not do it than attempt and “fail.” It’s super dumb. It’s self-sabotage. And I’m f*cking over it.

    — Court Bishop, PREFACE — Why Is Being Happy so Hard?

    We wouldn’t tell someone with a broken leg to “shake it off.” We wouldn’t expect someone with nearsightedness to see better if they just “wanted it bad enough.” Mental illness is illness. Plain and simple. So on this World Mental Health Day, check in on your friends and family—you never know what someone is going through beneath the smile, success or creativity.

    Follow Court’s blog, HAPPY SO HARD, on Instagram, Twitter and Facebook.

  • ST. PETE SPOTLIGHT ON: CREATIVE CLAY

    ST. PETE SPOTLIGHT ON: CREATIVE CLAY

    Welcome to the first edition of the Media Garage Group “St. Pete Spotlight On” series! This is a series in which we will highlight local businesses that we love. This first edition is especially close to our heart — our very own Research Assistant, Margo Sim, gives us an insider’s look at her time as a Summer Camp Teacher at Creative Clay.

    Creative Clay‘s mission is to “help people with disabilities achieve full and inclusive lives through access to the arts by providing expressive, educational and vocational experiences.”

    Among other year-round programs, such as their core Community Arts Program which serves 50-60 adult artists with neuro-differences each week, Creative Clay held their 11th Art Around the World inclusionary summer camp this year. 

    Creative Clay’s vision is to make the arts accessible for all.

    While the highlight of most teenagers’ summers isn’t working a full-time job, most teenagers don’t have the opportunity to work at a place as amazing as Creative Clay. Working at such a fun, inspiring, and rewarding place beats, well, any job.

    Creative Clay has a certain type of magic to it; magic that turned a “summer job” into something that filled me with immense pride. One seemingly small highlight of each week was the simple task of putting names on lockers in preparation for the following week’s art students. I wondered which would be the class clown, which would be the teacher’s pet, the art prodigy, the mini-musician, the storyteller, the comedian — these children became like family to me, and I loved them with all my heart. 

    creative clay kidWatching how the students grew and changed, whether through the course of the summer or even just a week, was the most rewarding feeling I’ve had in my 17 years. Experiencing the students’ discovery of their artistic identity and leave on Friday — arms stacked high with Fan Kuan-inspired Chinese scrolls and wide smiles on their faces — gave me immeasurable joy. I’ll never forget when I hugged a little girl tightly in the hallway outside of the music room as she cried because she didn’t want camp to be over.

    creative clay kidsDuring camp, I learned incredibly valuable skills that I will undoubtedly hold near and dear to me as I enter my adult life. From straightforward things like microwave etiquette and filling out a timesheet, to balancing work friendships and productivity. I learned more life lessons in 3 months than I did in 12 years of schooling. Creative Clay will always be the best summer job, and I’m counting down the days until next June.

    VISIT CREATIVE CLAY!

    FACEBOOK • TWITTER • INSTAGRAM • YOUTUBE

    Want us to feature your business? Contact us today!

  • 3 BRAND AUDIT BASICS FOR SMALL BUSINESSES

    3 BRAND AUDIT BASICS FOR SMALL BUSINESSES

    Before we dive into brand audit basics for small businesses, we must first define what we mean by “brand.” Neil Patel may have summarized it best when he wrote, “The only way you can survive and stand out from your competitors is through ‘differentiation.’ And what is it that differentiates your business from others? Brand!”

    Your business “brand” is its face, personality, fingerprint/footprint, tone of voice, relationship to others, USP (unique selling proposition; or, unique selling point), color, design, employee culture, history, ethics & values, position in the market — your business “brand” is greater than the sum of its parts.

    At our St Pete ad agency, we always encourage clients (and prospective clients) to think about their brand as if it were a person. We encourage them to define, in detail, who their brand is.

    If your brand were a person:
    • Is it more female/feminine or male/masculine? Or androgynous/both? What percentage of each?
    • What “generation” does it belong to? What is its age range?
    • What is its socioeconomic status/income?
    • How does it spend money (e.g., entertainment, travel, on specific material goods, etc.)?
    • What is its “voice” (e.g., serious and fact-oriented, youthful, energetic, dry wit, etc.)?
    • What are three words (adjectives) that describe your brand?
    • What color(s) is your brand?
    • What kind of clothes does your brand wear?
    • What are your brand’s political views?
    • What are three activities that your brand likes to do (e.g., bicycling, shopping, painting, etc.)?

    By considering these questions, you’ll gain a deeper understanding of your brand’s nuances. The answers to these questions can also help you build out “buyer personas.” By implementing buyer personas, you can target your advertising & marketing messages more effectively.

    Okay, now that we’re all on the same virtual page, let’s get into three brand audit basics for small businesses.

    KNOW YOUR ROLE.

    If you don’t understand your brand, how can you expect customers to? This understanding spans beyond mere comprehension of the goods and/or services your business offers; it’s a holistic understanding. It’s understanding the individual parts, themselves, but also understanding the whole brand and what it represents. Self-awareness is key.

    Things to consider:

    • Have you established brand guidelines? These are rules which allow/prohibit specific brand/logo usage.
    • How consistent is your brand’s communication? Do you use the same “tone” throughout all messaging?
    • What is your target audience’s demographics? Is your brand “speaking” to these people effectively?
    • What is your brand’s mission statement? Do your strategic business objectives support this mission?
    • What are the current strategies you use to accomplish these objectives/goals?

    BE CONSISTENT. B-E- CONSISTENT.

    Picture this: You’re at a very cool networking event and you meet a very cool person who hands you her very cool business card. I’m talking extra-thick on premium stock, with the perfect color and font selections, tastefully embossed. Emphasis on boss. At work the next day, you remember the card. You pull it out of your wallet, where you put it for safe-keeping, and navigate to the business URL. Suddenly your laptop starts blasting “Uptown Funk” for no apparent reason. What is happening?! OH NO, SHE HAS AUTO-PLAY MUSIC ON HER BUSINESS WEBSITE. AND … WAIT A MINUTE … IS THAT “PAPYRUS“?! THERE’S A VISITOR HIT COUNTER IN THE FOOTER?! I’M NUMBER 112. I GOTTA GET OUT OF HERE.

    It was a bait & switch. Your heart sinks. You’ll never trust again. 

    —SCENE—

    Okay, so maybe it won’t be that traumatic. Either way, inconsistency can kill a relationship before it has even begun. Your brand needs to tell a consistent story, no matter the medium. Consistency encompasses everything from the formatting of your business address, to the font size of sales sheet copy, to the bios in your social media profiles. How can potential clients or partners expect you to put your best foot forward for them if you’re not doing it for yourself?

    DON’T DISS DATA.

    Numbers don’t lie — so if you’re not collecting and reviewing data regularly, you’re omitting an important factor of brand perception. You should be analyzing both qualitative and quantitative data in order to paint a well-rounded picture of what you’re doing right, potential opportunities for growth and what you could be doing better. 

    Qualitative data includes:

    • Product/service surveys
      • Via email
      • Embedded in blog post on your site
      • In-house “comment cards,” etc.
    • Word of mouth & customer service feedback
    • Interviews & testimonials
    • Reader/user comments
      • On website
      • On social media
    • Focus groups

    Quantitative data includes:

    • Google Analytics for business website
      • Bounce rate
      • Traffic sources
      • Conversions, etc. 
    • Social media analytics
      • Fans/follower count
      • Engagement rate
      • Click-through rate, etc.
    • Sales reports

    If this seems daunting to you, it’s because it is. Conducting an effective brand audit is typically a sizable undertaking that many small business owners aren’t equipped to do. Further, many of these small business owners become paralyzed by the fear and anxiety of not knowing what to do, not knowing what they’re going to discover and/or discovering something unfavorable. Because of this, brand audits often get placed on the back burner … indefinitely.

    Brands are shaped by their audiences’ perceptions and experiences, and so a deep dive into the mindset of your key brand stakeholders is critical in identifying any gaps that exist between your current and desired brand perception. — Substance151

     

    Enter the pros. It’s time to take the brand audit off of your stove and put it into capable hands. Using your audit results, branding professionals like Media Garage Group can create a plan of action that targets specific facets of your business. Perhaps your brand audit data suggests that your local social media strategy isn’t engaging your target audience enough; or your billboards are attracting the wrong type of client — whatever the issue, we can get to the bottom of it. Even if it’s a Papyrus situation.

    Contact us today to get started.

     

  • MEET MEDIA GARAGE GROUP

    MEET MEDIA GARAGE GROUP

    karen helsinger media garage groupHi, I’m Karen Helsinger.

    As Head Media Mechanic & CEO, I’d like to be the first to welcome you to the new Media Garage Group website. Media Garage Group is a boutique, full-service advertising agency located in the heart of St. Petersburg, Florida’s Grand Central District. Media Garage Group, or MGG, is comprised of a talented staff of traditional and new media “mechanics” ready to diagnose, tune up and supercharge your advertising & marketing efforts.

    Why the name Media Garage Group?

    My dad, Ron, set all this in motion years ago. He was a service station mechanic and a true specialist who could breathe life into old clunkers. He’d take neglected vehicles and get them back into racing shape and back on the road. His philosophy was always, “if you work hard for an honest day’s pay, your customers will leave happy and return when they need you.” This was instilled in me from a young age. Dad’s business philosophy is the cornerstone of this agency and is reflected in everything we do.

    What does Media Garage Group do?

    advertising agency in St. Pete media garage groupBACKGROUND

    There was a subtle art in what my father did — but this isn’t my dad’s garage. He fixed broken cars, we fix broken advertising. Doing so requires more than cold know-how. It takes building and developing relationships with clients and potential clients, learning or establishing their specific business goals and determining how best to reach their target audience.

    Media Garage Group is a full-service advertising agency in St. Pete, Florida. We specialize in servicing small- to medium-sized businesses in Tampa, St. Petersburg, Sarasota and beyond. Our team creates and produces strategic advertising & marketing campaigns and media placement in all traditional and non-traditional advertising mediums.

    With more than 25 years of experience, MGG has long-standing media relationships and partnerships in the community and across the state of Florida. We don’t want to toot our own horn too much, so we invite you to check out what some of our clients have to say about us.

    We’re more than your advertising agency, we’re your partners. We’re flexible to work with and will make it our mission to thoughtfully fill any gaps in your brand’s communication. Our expert negotiation skills have secured hundreds of thousands of dollars in media value for our clients — especially for our not-for-profit partners. Your success is our success.

    NITTY-GRITTY

    Regardless of advertising need — whether it’s a television schedule, cinema ad placement, social media promotion or POP display advertising — Media Garage Group will strategically develop, execute and facilitate your campaign with creativity, professionalism and expertise. We adhere to deadlines, manage priorities and provide hands-on customer service.

    Our services include:

    We use relevant analytics tools to develop a plan that is based in fact and supported by qualitative and quantitative research. We are skilled storytellers who are able to craft effective media campaigns by implementing the following media planning tools:

    Who does Media Garage Group work with?

    media garage group orioles spring training kids health bookletMGG provides advertising and media buying services for many clients and local community events, including the Baltimore Orioles Spring Training, Grand Central District’s Chili Cook-off, Tampa Bay Hospice Cup, Madeira Beach Veteran’s Boat Parade, Spring for the Arts and Come Out St. Pete.

    We live and work in St. Petersburg. I’m an active member of the St. Pete community: I serve as both the President of the Board of Directors for the Grand Central District Association and the Marketing Chair and Board member for Creative Clay. Additionally, I participate in St. Pete Chamber activities: I’m a Leadership St. Pete graduate (class of 2014), I was on the Leadership St. Pete Planning Committee in 2015 and was a Leadership St. Pete Alumni Board Member and Communication Chair from 2014 to 2017.

    Let’s chat!

    We’re always looking to meet like-minded professionals with interesting advertising challenges. Whether you’re building your brand from scratch, looking to add to your media mix, seeking one-off project management or taking your business in a new direction, we want to hear from you! Call us at 727.258.0318, shoot an email to karen@mediagaragegroup.com or submit our contact form and let’s discuss how Media Garage Group can spark success for your business.

    Keep up with the agency’s day-to-day by following Media Garage Group on Facebook!