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posted by Stephanie Owens Aug 16,2017 @ 11:27AM

Shoestring Budget? Challenge Accepted.

Over the weekend, I attended the District 3 Leadership Conference with my fellow AAF of the Midlands board members. And while I was eager to learn how we could improve our organization and take advantage of bonding as a board, I was most excited to hear Rich Stoddart, CEO of Leo Burnett Worldwide give the keynote at Friday’s dinner.

He didn’t disappoint.

However, amidst laughter at Allstate’s Mayhem campaign and the entire room’s battle against tears when watching Always’ #LikeAGirl viral video, I felt that familiar feeling of dissatisfaction. That awful little voice we all know too well when we see mega-agency creative, whispering these crushing words: “most brands don’t have that kind of budget.”

I mean, come on! An ostrich flying to an Elton John song while wearing Samsung VR goggles! The music royalties alone would give most of us a heart attack.

Then Rich crushed that little voice.

Take two minutes to see how:


How much did it cost, you ask? Around $37,000!

The results? “Van Gogh’s Bedroom” sold out immediately, generating massive PR and a 250% increase in online ticket sales—the highest attendance of any exhibit in 15 years.

So, what is your excuse? What is mine? With so many low-cost digital options available at our fingertips, it is up to us to figure out a way to engage our audience no matter how big or small the client’s budget.

posted by Courtney Fleming May 18,2017 @ 11:13AM

Down the Digital Highway

The minute you think yourself an expert, you're falling behind. There's always something more to learn or test. This is especially true for those who specialize in digital aspects of the business (thanks algorithms). Regardless, it’s essential to remain curious.

At Riggs Partners, we resist the myth of expertise and believe that the perennial beginner always has more to gain. Sometimes putting that into action means subscribing to an industry publication. Sometimes it’s watching a webinar. And sometimes it’s renting a minivan and going on a road trip.

Come Monday, myself and several coworkers will be caravanning to Digital Summit Atlanta. Here we will listen and learn from some of the brightest minds in marketing and communications. The sessions will cover all facets of the business today: content marketing, design, email marketing, emerging trends, analytics and data, UX, video, social media, mobile, search and strategy among many others.

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If you’d like to follow along, check out the conference Twitter page and its hashtags: @DigitalSummit_#DSATL, #DigitalSummit

We'll be reporting back with some of the things we learn in the next few weeks. Stay tuned!

posted by Will Weatherly Mar 22,2017 @ 02:16PM

Think Slow

I own a copy of a New York Times Bestseller by a Winner Of The Nobel Prize in Economics (sounds impressive, huh?). “It’s fantastic!” That’s what all the reviews and podcasters say. I wouldn’t know yet. It’s been on my desk and my “next” list for a while now.

Thinking, Fast and Slow by Daniel Kahneman

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The title alone got me to buy it, because it is the idea of fast-vs-slow thinking that’s been on my mind when it comes to making great marketing.

See, in a few weeks, a team of us from Riggs will be visiting the DIGSOUTH conference in Charleston. The digital wave is advancing our field faster than ever, and change is the status quo. Waves are scary, but they're also exhilerating. We’re pumped. 

Looking over the conference topics, it hits me just how much is happening all around us right now:

  • Virtual Reality
  • Augmented Reality
  • Artificial Intelligence
  • Predictive Data Analytics
  • Internet of Things
  • Geo-Mobile
  • 24/7 Live Steaming
  • Digital Automation

 And all of this forces a lot of fast twitch thinking for marketers:

  • What’s new?
  • What’s now?
  • What’s next?
  • Do this?
  • Do that?
  • Click.
  • Post.
  • Share.
  • Like.

Confession? It can get a bit frenetic and pretty overwhelming.

Now, alongside all this, the very same week DIGSOUTH is tackling all that’s new and next, there’s another event going on in Atlanta. It’s a customer experience (“CX”) journey mapping workshop by Strativity’s Journey Management Academy.

If “journey mapping” isn’t on your radar yet, that’s okay. CX is still an emerging though rapidly growing field. Here’s a definition from Harvard Business Review:

“A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.” - https://hbr.org/2010/11/using-customer-journey-maps-to

In essence, journey mapping is taking inventory. In our omnichannel world, it’s becoming all the more relevant. This process of auditing every customer touchpoint can take days; require input from all corners of an organization; and involve hundreds if not thousands of Post-it notes.

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It’s slow. It’s methodical. It’s disciplined. It’s full and deep and complex.

Sound painful? Consider this...

Digital innovation is rapidly increasing the number of customer touchpoints. This exponentially increases the need for strong, creatively differentiating brand experiences. There’s never been a greater need for marketers to slow down before going fast. To get clarity before getting creative. 

The best fast thinking is built on a foundation of slow thinking.

So, have you set aside time and resources for slow thinking? Your business' trajectory, your company culture, and your brand marketing – they all depend on it. And there's no time to wait.  

 

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