blog-header

Julie Turner

Find me on:

Recent Posts

posted by Julie Turner Jun 08,2016 @ 10:17AM

Why Advertising isn't Dead

I’ve worked in this industry for 28 years. In a business that thrives on what happens five minutes from now, there are times I feel like a relic. Especially when I see alarmist predictions about the demise of this crazy business that I love.

I can remember almost the very moment I fell in love with advertising. As the managing editor for the now-defunct student newspaper at my high school, The Viking Shield, advertising was my responsibility. In addition to writing stories for the paper, I had to ensure the right ads made it into the right issues, create ads that didn’t exist, and then put the paid-for foundation together for the editorial. I could create my own Absolut vodka-style campaigns with a smaller palette of yogurt stores, card shops and pizza restaurants. At 16 years old, I was already all in to my future.

 

absolut-chicago.jpg
Then

 

I could sit here and let you think it was that easy. That my work on the high school paper led me to where I am today: writing for clients. But it wasn’t simple. Nor was it easy. So much happened in the middle. I started as a designer, became an art director, and even enjoyed stints in the paper industry and as a nonprofit marketing director before finally settling into the life of a word wrangler. Fun fact, I have worked almost everywhere I worked, twice.

What’s been central in these 28 years is not the art directing or writing; it’s the ideating. What I love most is the brainstorming. When I was 16, it was creating a small space ad campaign to honor the sponsor of our journalism lab: Pepsi. Then studying at USC and later working in the business, it meant coming up with varied concepts for campaigns that clients would use in the holy trinity of pre-Internet media: TV, print and direct mail. Idea after idea. Bought and sold. Every now and then one of those ideas would bloom into a huge success. I have to say, it’s been a great way to earn a living.

But the real beauty of what we do is often confined to the brainstorming sessions. Of course the output of brainstorming was reliably good — a kernel of a campaign concept that we could thresh into something bigger. But the fifty or hundred other ideas we dreamed up had bountiful possibility, too. Even better, I’d say because they were a little more out of the media-driven box. For every kernel created, there were also a few great ideas custom-tailored to support it.

Things that weren’t in the budget. Things we weren’t asked to do. Things that were never presented to the client. Little things, big things. Things the client could do, things their customers could wear. Things that had the real potential to make a mark in our media-cluttered world.

 

Yes, the three-headed print campaign king has been toppled and for some time. But the new king isn’t the latest CMS platform or even a keyword. It’s bigger than character counts and Snapchat.

At least for the next five minutes in marketing history, what’s king is the interesting extra ideas that for years were idled on the sidelines. The strategic anthems built to rally empassioned people together. The funny t-shirt that boosts brand recall and spreads the gospel. The targeted event that puts a product in exactly the right place and time for sonic impact. The “wouldn’t-it-be-great-if-we-could”s.

 

Unknown-2-1.png
Now
 
I, for one, am happy the other ideas are finally getting their era in the sun. And, even though I am squarely from the Spraymount and press type generation, I believe I have a lot more ideas in me.

Yes, the industry is different, but the work that goes into even the newest fangled digital campaign is decidedly old school. It’s built on an idea. And as long as there are people like me — and hopefully you too — there will always be ideas.

When the ideas are gone, that’s when we’ll really be in trouble.

 

So with my 28 years of experience I’m going to tell everyone to just settle down and relax. Advertising isn’t dead. It will exist as long as there is commerce. And as for us being relics? That’s not true either. If you’re a dreamer or a thinker, there’s business to be had.

posted by Julie Turner Apr 18,2016 @ 02:04PM

NEW WORK: Crafting a Digital Toolbox For a Construction Leader

Who knew construction and creative strategy had so much in common?

In the building trades, surprises are often expensive and time consuming for clients. When you’re sweating bullets over a multi-million dollar project on a tight deadline neither variable is particularly welcome.

Our client McCrory Construction is one of the most respected builders in the Southeast. One reason more than 90 percent of clients choose to work with them again is the ability to prevent those unexpected surprises and hurdles. Quite simply, the work they do before the build has built them an uncommon reputation. Fortunately, we can relate.

As communicators, we’re big believers in the value of the "before-you-build" focus. The magic of the creative process isn’t just the ideas generated by it, but what’s used to power creative engines, too. Discovery isn’t just a line item on an invoice; it’s the necessary investment in making a relevant, sales generating impact on your target audience.

 

mc_before_after_web.gifClick to view the new mccroryconstruction.com 

developed with Mad Monkey

 

So rather than simply create a new, responsive web presence to refresh their longstanding brand, we took the deeper dive and strengthened their market position in the process. Enter McCrory Construction; Nobody's Better Before You Build.

 

McCrory_twitter.png

Click to visit @McCroryConst

 

 

McCrory_web_mobile.gif

 

DSC_5002_project_sheet.jpg

 

McCrory_site_sign.png

 

Screen_Shot_2016-04-15_at_2.24.09_PM.png

mc_before_after_3.png

posted by Julie Turner Aug 19,2015 @ 09:00AM

Be a Better Blogger Now

I’ll admit it. Sometimes even writers struggle with writing blog posts. Some days I stare at the monitor as my cursor and brain scream in unison: POST! DUE! TOMORROW!

Nothing 

A carbon copy of my current struggle unfolds at desks all over the globe, all day long, every day of the week. We fashion hard-working blog content strategies that will drive readership. Then, when the rubber meets the road, we jump ship just a few posts in.

Why do we even bother?

Hubspot says blogging boosts ROI, nurtures leads and gets your web pages seen. It’s true and you know it. That’s why you began blogging in the first place. So how can you get your posting schedule — or tomorrow’s post — on track right now?

So Easy a ___________ Can Do it

When it comes to blogging, the Internet giveth, giveth, giveth. Whether you crave inspiration, fill-in-the-blank simplicity, or a down-and-dirty shortcut, they’re everywhere online. Infographics, step-by-step guides, you name it. It’s there and here.

Since your post is due tomorrow, I’ve put a few of my favorite content kickstarts right here:

Put the title before the post.

Talk like a business or don't.

Make it perfect.

Start with a prompt or 500.

Visit Hubspot’s Blog Topic Generator.

Plan ahead so the next post is halfway done before you start.

 

Good luck and godspeed, fellow blogger. Looks like my post is done, too!

posted by Julie Turner Jul 23,2015 @ 11:18AM

A Conversation About Market Research

IMG_1980-300x300

Over the past few weeks, I’ve had the opportunity to question a handful of a client’s customers at length for a buyer persona research project. While every call was different, each one was a reminder of how many unique layers customers have.

I spoke to a handful of Happy Customers who were very satisfied with their experience and situation. They showered our client with well-earned appreciation and several offered suggestions for changes they’d like to see made by our client. I also reached out to Potential Customers, many of whom I found out viewed our client favorably but the timing for further interactions was not yet right.

I keep coming back to one market research call with a Potential Customer — one who may or may not become a customer in the long run. It turns out she’d had a handful of successful interactions over years with our client but just couldn’t seem to get across the threshold. As the interview went on I learned how she found out about our client, her impression of them and their service, and how she believed they could satisfy her future living needs. It was puzzling that after years this union had not come to fruition.

Then she explained why her interactions with our client had stalled. Her oldest child had been diagnosed with cancer and had battled the aggressive disease for the past two years. I could hear the pain in her voice as she told me the words no mother ever wants to say — that her child’s life had ended earlier in the spring.

Her words were a stark reminder to me about customers. With highly targeted CRM operations and our own well-defined advertising objectives and measures, it can be very easy to focus on the layer of a person’s life that directly involves us — or our message — so much so that we forget how much the other layers color the space we’re working in.

Taking the time to speak to not just customers, but people who have interacted maybe only once (or seemingly not at all) with your company can tell you so much about the market in which you’re working. It can also remind you of the many factors beyond competition that can come between you and potential customers.

posted by Julie Turner Jun 10,2015 @ 11:56AM

The Language of Emoji

Image by Ji Lee/NY TimesOne of the greatest things about Riggs Partners’ Account Manager Courtney Melendez is not her ability to save every dog on the planet (although she is trying). It’s not her role in the #porchpants revolution or her dashing husband, Mario.

Courtney speaks emoji. I mean complex thoughts and sentences that are entirely understandable and often quite funny. She is one of many people who have embraced the smiley world of emoji with two fist bumps and a raise the roof.

A Short History

Emoji — the 800+ array of emotive keyboard characters that pepper Facebook, texts, Instagram comments — are officially everywhere. Even in our closets.

While emoji have been doing their thing since the late 90s, they began to steamroll Paleozoic words and emoticons when they were introduced on iOS in 2011 and Android in 2013. The brainchild of Shigetaka Kurita, emoji began their crawl from the interwebs shortly following the After Dark Toaster Screensaver Era and enjoyed widespread use in Japanese mobile and texting before showing up in fonts such as Wingdings. Emoji became part of Unicode Standard in 2010 and, since then, have wormed their way into almost half of comments and captions on Instagram alone.

The Lord of Emoji Land

If you’re like me, you’ve never woken up in the middle of the night wondering why we have pizza and chicken leg emoji, but curiously lack a taco emoji. It’s because of the Unicode Consortium, a group that oversees how text is coded into computer-readable language.

In addition to announcing the 38 new emoji that’ll be coming in 2016, the UC recently overhauled the process of how new emoji are born. The new standards mean that Taco Bell’s marketing efforts may just land the planet the taco emoji we all deserve.

Poop or Chocolate Ice Cream?

Thanks to their visual nature, emoji can do what text cannot: show sentiment. Having a party? Perhaps the frosty beer mug or a hip swinging salsa dancer lady. Seeing too many snake photos on your Facebook timeline? Tap out a bug-eyed surprise face.

To find out what emoji use reveals, we can turn to the emerging science of emojiology. SwiftKey’s Emoji Report dug deep into their cloud vaults to analyze more than a billion emoji used by speakers of 16 languages around the world. Here are a few things they found:

  • The French use four times as many heart emoji than other languages, and it’s the only language for which a “smiley” is not #1
  • Americans lead for a random assortment of emoji and categories, including skulls, birthday cake, fire, tech, LGBT, meat and female-oriented emoji.
  • Around the world, traditional emoji faces are the most frequently used. Primary stalwarts happy faces and sad faces lead the pack but are closely followed by hearts, hand gesture and romantic emoji.

The Bottom Line

While all of this is as interesting and vital as, say, a VHS emoji, the report does reveal that emoji users in all languages tend to use more positive emoji (70%) than negative (15%).

How do I, who grew up without computers, cellphones and Internet, know that emoji have migrated from fad to a foundational means of communication? It’s not my friend Courtney, but my six- and ten-year-old sons.

Every now and again, these two people (who do not have smartphones or even phones for that matter) want to vicariously communicate via a mom-generated Facebook comment, text or Instagram. It’s not the words chosen or even the platform used that’s their greatest concern. It’s that mom gets the almighty emoji right.

Holy Home Alone cat emoji, Batman.

 

 

For more emoji fun, have a look-see at the Twitter emoji tracker. If you need to write a whitepaper, hotfoot it over to the emoji two-parter from Instagram, which is loaded with very smart actual information.

 

billion+_ebook

Flickr

By the numbers

youtube is 2nd largest search engine