From agency highlights to advertising insights, our blog is designed to keep you posted on what’s happening around here, and spark ideas to help you reach the next level in your marketing, business, and brain. This is where lightbulbs go off.
On June 17th, Dog Eat Hog touched down at the “first of its kind” Autovol pre-fab building factory in Nampa to hear tips on how to crush it from the visionary CEO and cofounder, Rick Murdock. Rick gave us a field guide to being a game-changing solutioneer—as seen through the lens of his work in affordable housing.
Affordable housing is a pressing issue nationwide. Over 33% of Americans say the lack of affordable housing prevents them from living near their jobs. As Rick says, “We can no longer see housing primarily as a financial instrument or investment vehicle, but as a basic human right!” So he asked, why is the construction industry still painstakingly doing everything by hand?
Automated volumetric construction exists in every major manufacturing category (think: making vehicles) except for the housing industry. Due to high labor costs over extended timeframes, it costs more to build one affordable two-bedroom apartment in a Northwest city than to buy a comparable home in the US. The solution of prefab construction opens up breakthroughs in time, cost, and quality. Machines can do the heavy-lifting that often injures or shortens the careers of construction workers, and the end result can be consistently superior.
Autovol is the home of the solutioneer: “A person who is among the first to explore, design, and rebuild innovative ways to solve problems that overcome new challenges and situations.”
#1: Be passionate about what you do, why you do it and who you do it for.
#2: Be real, not rude. And think of people as people, not workers or customers.
#3: Don’t accept “that’s the way it’s always been done” as an answer.
#4: Make breakthroughs in time, cost, and quality.
#5: Collaborate with others, use creative ingenuity, and invent solutions to improve lives around the world.
Catch the next Dog Eat Hog for more ways to challenge the status quo and bring home the bacon.
CLM | Jul 2, 2020
CLM Marketing & Advertising is looking for a Digital Media Coordinator to join our digital media team in Boise, Idaho. The perfect candidate will be versed in the standard tools and skills of digital media buying, but even more importantly, they will be a continuous learner and creative problem solver who loves facing new challenges.
Digital Paid Media Placement/Management
Digital Media Planning
CLM | Jun 15, 2020
Disingenuous advertising is easy to spot. It rings false. It falls flat. Especially lately, it makes you roll your eyes and complain to your couch-mate about companies trying to make bank off of a worldwide pandemic.
Authentic advertising is about action, but it’s not reactionary. It’s not usually packaged in an over-produced 30-second TV spot put together in the wake of a crisis. It’s about having a real point of view, year after year, and living it out loud.
Case in point: Flying Pie Pizzaria. Through humor, out-of-the-box ideas, and an unyielding dedication to “repeatedly excellent experiences,” the Boise-baked pizza chain had kindled a warm place in the hearts of Idahoans (and beyond) over the course of 40 years. But, lately, that brilliant brand had been dimming into a “just another pizza place” vibe, complete with generic direct mail deal flyers.
We were thrilled when Flying Pie came to CLM. And we grew even more excited as we waded through everything from old employee manuals to decades of hand-drawn comment card art created by guests. The OG brand told us what to do. From deep in those historical boxes, the brand was basically asking us, like a cheesy Joe Cocker duet, to “lift us up where we belong…where the pizza’s fly….on a mountain high.”
We started with a brand book. This brand field guide is about more than how your logo looks and what colors to use, it’s about the heart of your business and what makes it tick. It needs to speak and look and mean exactly what you want your brand to be. We brought in customer art, humorous old marquee sayings we redubbed “Flying Pie Sound Bites,” and the spirit of tongue-in-cheek fun always infused throughout the Flying Pie experience.
Every lucky soul to get their hands on the brand book—from employees to vendors to management—will be able to get on the same page and live the same brand in a few page flips. And it helps every marketing creation that comes next—from a menu to a pizza box to social media—bake in and boost that stand-out brand.
Since then, we’ve redesigned the menu (harder than it sounds, but so critical), launched a new website, and overhauled their social media presence. But we also focused on Flying Pie’s long-held position of doing a little magic in the community (case in point: Flying Pie put the exclamation point on the Boise Library). We helped dream up and launch a monthly local-focused fundraiser initiative geared to give back to the community in big and small ways. From helping a single mom with a car repair to funding an Idaho nonprofit, it’s about making a real difference. On the regular.
So how do you build an authentic brand, no matter what? Know what you really stand for, deep down. Live that way in real life. Then speak to it, loud and proud (with a big assist from CLM).
It’s never a bad idea to get an outside perspective on your brand. Show us your brand today, and we’ll offer insight on how to boost its power and get results.
Max White | Jun 5, 2020
I spent the first week of March in New York City at Adweek’s Challenger Brands summit, held right across the street from the World Trade Center. Before I left, my wife encouraged me not to go. The novel coronavirus had landed in the US by then, and the news was growing more alarming. But there were very few cases in New York at the time, and still a lot of misconceptions about its severity and how it spread, so I went.
As I watched commuters exit the Cortlandt Station at the World Trade Center, I couldn’t help but think how difficult controlling the spread of the coronavirus would be if it took off in New York.
So here we are, 60 days later, in a different world. The COVID-19 pandemic has peaked, and states are beginning to execute measured plans to open up. But things will be different. What will our new normal be? In an effort to develop strategies for CLM and our clients, I began researching major shifts and trends that will follow in the COVID-19 wake. What I found was incredibly thought-provoking, and we’ve offered up the insights to many of our clients and alliances. Now, we’re sharing this list of 19 disruptive trends post COVID-19 with you, too.
“Disruption” is a big buzz word in business, especially in the Silicon Valley start-up realm. Well, the coronavirus is the biggest disruptor in our history. How can we turn this disruption into opportunity and advantage? We’ll help you identify the trends of the future, and connect the dots.
Read the 19 DISRUPTIVE TRENDS FROM THIS TIME.
Brad Surkamer | May 7, 2020
The pandemic is sparking significant change in more ways than one. At CLM, we’ve been closely monitoring trends in the media landscape, and what they mean for our clients. Viewership and activity across mediums—from network TV to streaming to social media—spiked significantly in March. In our currently self-isolated world, this demonstrates the human need to both escape into entertainment and connect to our greater world.
Broadcast television, often thought of as a dinosaur on its way out, experienced a significant boost in ratings in recent weeks. It’s notable that this increase happened without live sports which would typically include NBA and March Madness programming.
With many states issuing stay at home orders television viewership soared in March. TVB Local Media Marketing Solutions analyzed the Nielsen data of the network stations of the 25 LPM (Local People Meter) Markets for the month of March, and found a dramatic increase in ratings over March of 2019. Overall viewership was up across most dayparts with the most dramatic increase in news programming, particularly evening news.
The research shows that local news across all dayparts with adults ages 25 to 54 had an increase in viewership of 78% in the third and fourth weeks of March 2020. In addition, evening news (meaning news running in the 4 pm to 8 pm timeframe) in these markets experienced a 144% increase in viewership for the fourth week of March 2020 with adults ages 25 to 54. These are unprecedented increases in viewership that have literally changed the television landscape during this time. While news has experienced the most dramatic increases in ratings, prime programming was also up in March, reaching an increase of 17% in viewership. As people continue to stay home, TV viewing habits will continue to be at a higher level particularly in the news space.
Not surprisingly, streaming and internet-connected forms of media are also on the rise. Total internet hits have seen an increase of 50% to 70% with the rise of COVID-19 and the enactment of stay-at-home orders, and streaming content is no small part of this. Nielsen reports that US consumers watched 156 billion minutes of streaming content over the week of March 16, up 41 billion from the week of February 24th. According to Conviva, the greatest increase in digital television viewing is in the 10 am to 5 pm time period, which has seen a 40% spike. This has shifted the “prime time” peak of viewership earlier in the day for streaming content. This is likely as a result of loss of work/layoffs and children and teens being home from school during the day.
Social media is another space that has seen an unsurprising spike during the pandemic. Facebook reports they have seen a 70% increase in time spent on their apps since the crisis arrived in the US. They also reported a 50% increase in the use of their apps’ messaging features, with video calls more than doubling in certain COVID-19 hotspots around the globe.
News outlets have also been turning to the social sphere to get information to their bases, with all major social channels seeing an increase in news post volume. At an increase of 25% over the 30 days leading up to March 23, YouTube has had the biggest spike in national news posts. Facebook has seen the biggest increase in local news posts, at 19%.
During this time of uncertainty, fear, and isolation, the essential roles of media become all the more important, because it allows people to stay informed, pass the time, and feel connected to the outside world.
It’s high time to reexamine your media buys for maximum effectiveness, especially in this ever-changing world. We offer an introductory no-cost audit. Get yours now.
CLM | Apr 15, 2020