Insight Advertising, Marketing & Communications

A Favor - For A Friend...

This week I got one of those e-mails nobody wants to get.  My friend who has served the agriculture industry for years as a marketing guy, sent me a note with the subject line, "Reaching Out".

Jerry Nichols went on to ask how I was and then dropped the bomb:  "Maybe you have heard (I had not.) I am recovering from prostrate cancer surgery.  They are trying to make sure they get it all.  But, looking forward, I am trying to cut back on my transportation needs."

I read the sentence four or five times...

He went on to ask me if I knew anybody who would like to own a 2005 Chrysler 300-C with 32,000 miles, new tires, loaded and in mint condition.  He is trying to sell it for $24,900.

I'm not sure why Jerry thought of me...but I am glad to do what I can to help a friend.  If you have an interest, drop him an e-mail and make the deal.  The car is in Nebraska and, knowing Jerry, is in great condition.

Thanks....

Michael Libbie - Insight Advertising, Marketing & Communications...

HOT? Must Be The Farm Progress Show

So far in August Champaign/Decatur, Illinois have had 16 days where the temperature reached over 90 degrees.  We've been here for two of them.

Howdy from the Farm Progress Show in Central Illinois.  Tuesday we saw 96 degrees and Wednesday we got to 99.  It gets a little warm for vendors, exhibitors and guests.

A quick post to highlight our client's booth.  Mayer Farm Implement out of Des Moines brought the FOTON line of compact tractors to the show along with two brand new FOTON excavators.  We helped them set up their 40 x 70 booth with drawings and sign-age and it worked out really well.

Our intent was to capture the look of the rural lifestyle that is the demographic for the compact tractors from FOTON.  We think the the little money spent on decor it came out pretty well.  The "look" was established for about $1,500 plus of course the booth price.

While the weather was HOT...the traffic has been brisk.  And, that is the way we want it when showing for the first time.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're all about helping our clients perform better!

Off To The Farm Progress Show

Headed to the 2007 Farm Progress Show this week...on a mission.

We'll be working a booth for a client at the show but we'll also be there to do something else:  Report back to you about the "winners" and the "losers" in the marketing/public relations areas.

We'll have a daily BLOG from the Farm Progress Show that will actually show you some of the best ideas in marketing agricultural items...and perhaps some of the more questionable.

For those of you who are into small farms and acreages we'll also post a daily blog on our rural lifestyle radio publication "Highway 6 - Your Road to the Country".  We'll feature some of the best ideas in services and equipment for the small farmer or acreage owner.  Hey, we understand, you can't make it to the show...you've got to work!

This should be fun...and, so you get an idea of the size of the event...we figured we post this photo.  Lots of stuff...and lots of great ideas.

Yes, we'll be right there...next to the white tent.  Come on by.

Catch you at the show....

Michael P. Libbie - Insight Advertising, Marketing & Communications...so we love farm shows...OK?

Marketing...Art!

No, his name is not Art.  This is Michael Holmes of Des Moines with a couple of original paintings he did for us.  Michael, who works at Wells Fargo, is an accomplished artist whom we met several months ago. 

We wanted some "Tuscany Trees".  Something that he had never done.  It was, frankly, our first commission and his first "Tuscany Tree".  We think he did an amazing job without losing his style. But that is not the story.  The real story is how a new idea made a big difference.  And, it's something others might learn from.

An artist doesn't create things for the masses.  No doubt some of you are looking at these paintings and saying to your self, "No thanks, not for me."  Others see the beauty.   Marketing art is so much different than marketing consumable items like farm machinery, trucks, dog food or memberships. 

It's all personal.

Remember when your company started?  You made the decisions.  You marketed your products or services door to door if necessary.  You picked the colors, hired the workers and paid the bills.  You.

And, as time went on, you began giving control to others in your outfit.  A little at first.  And, then a little more.  Now you look at the numbers and try to gage the market through the eyes of others.

So, are things going OK.  Or is it time to get back in the game?  Time to find a fresh, new image?  Time to try something new? 

Here is the fun part of the Michael Holmes story:  Just last week, before we had even seen the work, Michael took these two paintings to a well known and exciting art gallery here in Des Moines.  The owner "went nuts" and has asked Michael to create a whole new collection, based on this idea, and invited him to display "front and center". 

It's a huge break and we're glad we were part of the discovery.  All it took was a fresh suggestion and the artist did the rest.

Is it time for you to paint your own "Tuscany Trees"?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we like to look at things with a fresh set of eyes and use imagination.

Rural Lifestyle Radio - Sunday Morning

Sunday Morning at 8...that's the time for Highway 6 - Your Road to the Country the only full hour program in Central Iowa (and now on line) that deals with news, information and tips for acreage owners, small farms and folks just enjoying the rural lifestyle.

We've got a great show lined up on 98.3 WOW-FM and if you're not "local" you can pick it up on-line by heading to the website and registering...for free yet!

On the show we'll talk about Faith Based Farming...it's quite a story.

We'll also cover the latest Wal-Mart recall over dog treats...the saga continues.

Some states are making toll roads out of their Interstate System.  How come?  We'll talk about it.

Need some extra money for your volunteer fire department or community project...we know where you can get between $500 and $15,000...all you need to do is apply and get folks involved in supporting your bid.

We'll tell you the difference between a Yam and a Sweet Potato...yes one is not the other.  In fact, if you live in the US you more than likely have never seen a yam.

Our Tip of the Week is about dog adoption...We've got Marty's story...and how you can adopt a pure breed if you know what to do.  All that and more on this week's edition of Highway 6 - Your Road to the Country.

If you want to check out our link to the show, all the stories will be live at 8:00 Sunday morning and all you have to do is head to our Blog Site!

Here's to the the final Sunday in August....catch you on the radio...or from your Internet hook up.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we love the Rural Lifestyle!

Knowing What You Are Buying...Helps.

So, I'm in this meeting the other day.  (Truth in advertising:  No...that is NOT me in the photo.  I'm more...seasoned...yeah, that's it!)  The folks I was visiting with were deep into telling me an advertising agency horror story.  So they thought.

What happened was this firm asked an agency if they would do a project for them and how much it would cost.  The agency, which had NO prior relationship with this client went to work on cost estimating.

When done.  They submitted a bill for $1,600.  It was for their time estimating the costs of the project.

Needless to say, the client (who had never used an agency before) was shocked.  When I saw the work...I was too.  But, it happens.

If you are considering using an advertising agency understand that most of us get paid by the hour for what we do.  That hourly charge varies from staff member to staff member.  There may be one rate for professional writing and another rate for graphic design and yet another rate for creative.  You should receive a detailed billing statement that explains each entry.

The problem here was there had existed no client relationship.  The agency was simply telling the perspective client how much it would cost them to use their services.  And...they had the chutzpah to charge for it. 

Needless to say, the agency did not get the account and by the time we talked to the client...they were a bit fearful of being "taken" again.

Know what you are buying.  Ask up front for rates.  But, also understand the nature of an advertising agency.  We often do the leg work on a project because we KNOW where to go and get the answers.  Which, in reality, saves you time and money and mistakes. 

In this case however, the agency goofed and the client is "gun shy".

Michael P. Libbie - Insight Advertising, Marketing & Communications where we have learned more information is better...than assuming.

It Must Be That Time...

It's a day or so after the Iowa State Fair, a couple of days before school starts here in Des Moines and people are already planning for 2008.  That is a good sign.

Maybe it's something we said...or wrote.  Because we've been getting lots of calls over the past couple of days from clients and perspective clients asking about the future.

No, we don't predict the future...we do help you plan for it.

There is a blank book in front of you as we are about to finish the third quarter.  Companies are wanting to fill those pages with success and some are realizing that success comes with proper planning.

Now is the time to start forecasting your marketing and advertising position for next year.  What went right so far?  What was way off the mark?  What can you do to give your product or service a face lift?  Where will you go for new customers...some you've never even considered as even being customers?

Now is the time to take time and ask yourself some key questions.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're also doing the asking

Does The Image REALLY Matter?

You are really going to like this one...  It's an interesting story about consumers and how they react to image as reported by Science Daily.

According to a Cornell University study released last week, the simple changing of a wine label increased the consumers positive dining experience AND resulted in a diner being more likely to book a return reservation to the restaurant.

Forty-one diners at a restaurant in Urbana, Illinois were offered a free glass of Cabernet Sauvignon with their up-scale meal. Half of the wine was poured from a bottle that was labeled, "Noah's Winery of California" while the other half was poured from a bottle labeled "Noah's Winery of North Dakota".

Those folks who were drinking the "California" wine rated the wine AND the food as tasting better.  They ate 11% more of their food and were more likely to book a return reservation.

The kicker?  The wine was the same.  An inexpensive wine, in the $2 a bottle price range, from Charles Shaw.  All that was different...was the label.

It was all about expectations.  But in this study it was a "triple whammy" of sorts.  Not only was the "North Dakota" wine disliked more but so too was the food and the consumers were less likely to come back to the restaurant.

As a business owner...are you paying attention to things like "image" and "perceived image"?  Think your "logo" doesn't matter...or your business cards, letter head or website won't make a difference?  How about your print advertising message...does it drive folks to you...or away?

What does your label say?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're in the labeling business....

Rural Lifestyle Radio..Is On!

Sunday morning at 8 we bring you Highway 6 - Your Road to the Country on 98.3 WOW-FM.  Even if your not in the market you can join us on the web by logging on and listening to our live broadcast.

On the show Sunday we'll talk about the Iowa State Fair with Bridget Anderson of the Iowa State Fair Blue Ribbon Foundation.

We'll also discuss a new magazine designed to bring people closer to their food.  HUH?  Yep, you would be surprised at how many people actually think milk comes from the store...

We'll spend some time on consolidation issues and ask if that is really healthy for any of us.

We'll have a Tip of The Week and a host of other information on the only one hour live rural lifestyle radio show in the Midwest.  Catch us on Sunday morning on the air...or on your computer.

Michael P. Libbie - Insight Advertising, Marketing & Communications where's we're glad you took  the time to come by and read...now listen a little...

Radio - Is It Right For You?

Radio Advertising - It can be a huge hit for you...or a major failure.  For it to "hit" you need to know the markets, how to write a creative ad AND stay focused on the message.

Those of you who know me know I love radio.  I cut my broadcasting teeth doing a weekend show at WHFI near Detroit about the time Marconi was a young man.  Yep, a long time ago. 

I've witnessed the fads, the formats and the failures...I also learned the power of focus.

For your radio marketing campaign to win...FOCUS is exactly what you need.

But, it's difficult for many reasons.

Today the radio market is significantly fragmented.  Multiple stations broadcasting to similar audiences, a host of syndication programs, a lack of local involvement and local ownership have all made "choice" a more difficult decision.

But, make no mistake.  Every radio station has "somebody" listening.  Picking the right station to match your product or service is the key.  Even if you are in a "one station market"...is the local station the best buy?  Maybe...maybe not.  You need to know.

Creative is as important as the broadcast outlet.  Good, no excellent, creative is critical to getting noticed.  Often radio stations will write your copy for free...and you get what you pay for.  I remember, as a young broadcaster, having to write copy for twenty different clients a day.  After a bit...they all begin to sound the same.  To stand apart from the crowd you need to dazzle your copy and the sound.

Finally, staying on the sales message is critical.  I'm amazed when I hear radio (and some TV ads) that drift so far off the sales mission I end up wondering why they made the buy.

Three things:

Target - Excellent Creative - Always Sell

So, can you tell us about your broadest experience?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're involved with two radio programs "The Iowa Sportsman" (Thomas Allen and Me above) and "Highway 6 - Your Road to the Country" both on 98.3 WOW-FM - Des Moines.

Can You See?

This weekend I am listening to this learned Bible scholar who says, "What, you think learned Bible teachers don't study with other learned Bible teachers?  We do!  Why?  Because sometimes we need to see more clearly.  Partnering with someone allows us to see things in a whole new light.  The issues that escaped us become more clear when we engage another opinion and view."

I think I'll have to hire him to market our advertising agency.

He is so correct.  We do this in study, we do this in accounting, we do this in the world of legal efforts, engineering...you name it. 

We seek the input from professionals and others to better "see" what is already in front of us.

Sadly, we don't often do that with advertising and marketing. 

This past weekend I also spoke to a person who said to me, "There is this person who would like to consult me with regard to my advertising, but it looks expensive.  What should I do?"

My answer is predictable:  "What is expensive to you may be the lifesaver in your business.  But, only you can decide where to invest."  I think she'll pray about it.

Michael P. Libbie - Insight Advertising, Marketing & Public Relations where we can see the forest and the trees.  We also pray a bunch...

"When should I advertise?" Some Solid Advice

This is Chuck Kuba from Iowa Diamond of Des Moines.  While I know Chuck and admire his family business this isn't an advertisement but a lesson in advertising.

In our advertising and marketing business we get lots of advertising and marketing questions. (Makes sense huh?) One of the more common is, "When should we advertise our products/services?"

The answer is in a radio ad done by Chuck several months ago.

Chuck is known for his inventive radio ads that are a mixture of learning through a history lesson and story telling.  He does the ads himself.

In this ad (and I'm doing this from memory) Chuck tells the listeners, "People get engaged every day.  Not just in the winter or in the spring; not in just March or in October.  That's one of the reasons Iowa Diamond is constantly advertising and letting you know about us, our products and our service.  We advertise all the time because we want to be your first choice when it comes to buying a diamond..."

Well done Chuck!

OK, so if you have a ski resort in Missouri maybe you don't advertise in May.  There are "seasonal" products and services out there.  But...his wisdom is still something to consider.

When you build an aggressive marketing and advertising campaign you should treat it as an investment that may not pay off today but may be what spurs somebody to action tomorrow.

Building a brand and brand awareness takes time and money...but the rewards can be huge.  So, rethink your advertising plan.  If you have a seasonal product or service...advertise it during off season as well.  You'll not only be unique with your message, you'll be standing alone and more likely to be remembered when you ramp up your campaign during your "season".

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're always looking for the next idea.

Rural Lifestyle Radio & How Mitt Did It...

Just a reminder for those of you living Central Iowa...our rural lifestyle radio show:  Highway 6 - Your Road to the Country airs Sunday mornings at 8 on 98.3 WOW-FM.  If you can't pick it up...because you don't live or are not visiting Central Iowa...sign up and listen online. 

As always we've got an hour of news and information that impacts the lives of folks living on acreages and small farms including:

Our special guest Melanie Edge from The Western Edge of Ames and Humboldt.  She's spent 40 years working the Iowa State Fair (can't be that old!) and we'll talk about it.  And we'll talk about living the rural lifestyle and the changes she has seen from clothing to horse equipment.  Should be lots of fun.

We'll also have a talk about the Iowa Straw Poll...the winners and the losers.  For those of you who are not familiar with the Iowa Straw Poll...bone up a little.  Oh...and what the heck happened to Mitt Romney?  We'll talk about it. 

All of this and so much more on the only full hour radio program that has a focus on rural lifestyle.  Join us Sunday morning on 98.3 WOW-FM. Sign up to listen online!

Michael P. Libbie - Insight Advertising, Marketing & Communications where we think rural is way cool!

What's The Difference? McAdvertising!

I've had this conversation with hundreds of people over the years...now...finally...proof!

Our advertising agency has long held to the belief that we can help good products become great products through proper marketing and advertising.  Now a study funded by Stanford University and the Robert Woods Johnson Foundation seems to confirm our "semi-slogan".

The study, released this week, was about the food preference of pre-school children aged 3 - 5.  It found that kids favored hamburgers, chicken nuggets and french fries that were wrapped in paper with McDonald's labels.  Even though that food was NOT McDonald's!

In fact, the study went further.  When store bought milk, juice and even CARROTS were placed in McDonald's cartons the kids preferred them to unmarked foods.

How could this be?

The answer is simple.  McDonald's has, for decades, continued to advertise and market their LOGO and used advertising tools to increase the awareness of their entire brand.  Even when you would think that selling 40-Bazillion Burgers would have been enough.

I realize...YOU do not have that kind of budget.  But...you do have a marketing and advertising budget, right?  And, in your business you are not targeting the entire WORLD with your advertising message, right?  You know your primary demographic or target audience...don't you? And, you are spending your budgeted dollars in the right place and using the right medium...right?  Or are you swinging blind?

THAT...is the difference,  McDonald's knows...many others have to guess.  The other difference?  They are steady.  Even when owning the market...they continue to advertise and market their products.  Often in new ways.

The truth is...nearly anybody can McAdvertise, if they have the right tools and knowledge.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we help clients better understand the who, what and where of marketing and advertising.

Doing Double...Even Triple Duty!

This is Georgie Pease.  She works here and does all kinds of projects.  She is a writer (published), she does photography (published) and she is also a key figure in a two year old campaign that has helped a client boost sales to record numbers.

Really.

Here's the quick story:

Three years ago at a marketing meeting for Calcium Products (a great company that has several fantastic agricultural inputs.) we hit on the idea to brand the company using the idea of a "Crop Menu".

(Note:  A "crop menu" is a recommendation on seed, fertilizer, etc. that is created by a dealer or agronomist for a farmer.)

Our first attempt was an actual "menu" that, inside, talked about all the great things these products do for the farmer.  It even had the coffee stains inside and out.  (Thanks Aaron!) 

Different?  Yep.  Creative?  Yes.  Get noticed?  You bet.

While this was a great introduction we needed more.  We wanted to personalize the campaign.  Georgie became "Flo".  It was her job to be the visual of the "Calcium Products Cafe", voice the radio ads and greet farmers at "farm shows".

Does good creative work?  Yes.  So does branding.  Take a look:

Michael P. Libbie - Insight Advertising, Marketing & Communications where new ideas happen every day...a a "tip" for Georgie

Rural Lifestyle Radio - Highway 6 - Today

Here's your reminder...Highway 6 - Your Road to the Country, this areas only dedicated rural lifestyle radio show, gets up and running at 8am here in the Des Moines, Iowa market. 

You can catch the show on 98.3 WOW-FM. Or, if you are out of the area just click on the station website and listen in real time...online! Go ahead...sign up and give us a listen you guys in Texas! (Or elsewhere...)

Or, if you can't listen to the show live...head to our blog site to check the stories we've got on today.

Highway 6 - Your Road to the Country is a product of Insight Advertising, Marketing and Communications.

Thanks for reading...and for listening!

Michael P. Libbie, Insight Advertising, Marketing & Communications where we think this radio stuff is neat. 

More Than A Pretty Face...

Oh, having a pretty face is nice but what about her ability to think, reason and make decisions?

Let's visit a minute or two about making decisions and about how you market your products.  (See, I'll do just about anything to get your attention...even for a minute.)

Last week we saved thousands of dollars for one of our clients.  We did it by saying, "No".

Here is the brief story:

One of our clients has an internal marketing department. For several months they had, unknown to us, been working on a way to take one of their core products in a different direction.  It wasn't a "re-packaging" plan but a near total reversal of what they had spent thousands of dollars branding. In the process, they knew it just didn't "feel right" but went ahead and tried to come up with the rational.

AFTER they made this decision they called us and asked us to come up with a "way to make it happen".

We said, "No".  (Actually it was a 40 minute meeting where we laid out an entirely different strategy.)

In the end, and to their credit, they got it.  And they said, "THAT is the answer. Let's roll with it!"

The decision will save them thousands of dollars and enter them into a whole new market that, up until now, was not on their radar screen.

There are two lessons here:

1. While internal marketing departments know the intimate details of their product or service they are sometimes way too close and their vision gets clouded.
2. Some advertising agencies would have simply taken the marching orders (and the money) while not caring about the long term reality.

Yep, we create flashy good looking ads and television commercials.   Yes, we create neat websites and creative radio ads.  But, our talent is also having the ability to see the forest...and the trees.

Sure this is a shameless plug for our agency...but we think it might be worth thousands of dollars for your company.  What think you?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we also think...I think.

Speed Dating...Opps...I Mean "Networking:

Remember the business class where the instructor told you to create an "elevator speech" just in case you had the chance to impress somebody in just a few minutes?

It's back but in a more structured setting. If you haven't yet tried "Speed Networking" it's a blast.  In the span of just an hour you'll meet all kinds of interesting people.  The goal is to meet...but also to end up doing business.

So, when my friends at the Urbandale Chamber of Commerce told me they were having a session last night.  I took advantage of it.  So, why am I telling you?  Part of the reason is to introduce Business Blogging to some of the folks I met.  The other is to get you to try this in your business group.  OR...what might be great is to do it as an employee event.  Bring the food and do a "networking" event to introduce departments to each other, etc. 

While I met lots of folks...I only have photos of a few...let's get started:

This is Donna Miller (L) from the American Lung Association of Iowa.  She was here to talk about their local event on September 8th called, "Blow the Whistle on Asthma".  Kristie (R) is from UBuildIt a new Chamber member who was standing in for Bruce Riesberg.  Bruce...thanks for having her come to the event.  Great presentation.

This is Dan Vander Ploeg from RODAN Office Cleaning and Tiffany Homan from The Leukemia & Lymphoma Society.  Dan was there to talk about his business.  (Dan and I had lunch earlier in the day and I think we might be able to help him 1) Get Noticed and 2) Get Found!)  Tiffany was there to talk about her fund raising activity, "Light the Night".  She found out that Dan's wife is a survivor which made the meeting even more perfect.

Say "howdy" to Pat Pithan who works for Imaging Technologies here in Des Moines.  Pat came to meet folks and do a little "selling".  Hey, Pat...if folks don't sell...they don't eat...right?  Nice meeting you Pat and best of luck.  Nice guy.  We don't need anything right now...but we've got your card and now lots of other folks know about you.

And this is Jodi Olson!  Yeah...Jodi!  She sponsored the event and works for Dale Carnegie Training here in Des Moines.  Jody is seen here giving the "door prize" to "The Disembodied Hand" aka Dan Vander Ploeg.  Congrats Dan...see people are going to know you now!  Jodi, thanks for being a good sport and for sharing your knowledge with us.

And this is my friend Bill who is looking for a new job.  Bill came all the way to Des Moines just to interview for this special job opportunity.  (OK, OK...Bill Richardson didn't REALLY come to the networking function.  But, he is in town a bunch these days and it would not have surprised me if he had stopped in for an interview.)

So, what is the POINT of this "name dropping" session?  To get some folks to better understand the "Power of the Blog"....can I get an Amen?

Michael P. Libbie - Insight Advertising, Marketing & Communications where we should have been passing the plate!