All posts by Weblog Admin

Selling Social Media As An Essential Marketing Strategy

It’s hard to imagine life before social media. Dramatic? Yes, but it’s true. And the same can be said for business. In the past few years, social media has become an integral platform for brand awareness, developing partnerships, managing customer service, generating leads and increasing revenue. So much so that social media is no longer a “nice-to-have” but a “must-have” in an effective marketing plan.

However, confusion with ROI, reporting, tracking and staffing are keeping many companies from reaching maximum social media marketing potential. If your boss hasn’t jumped on the social media marketing ship, here’s some ammunition to get him/her on board:

  1. Social Media = Marketplace Insight: Social media platforms give your brand the means to relate to, exist in and encourage a highly engaged and influential community. If you aren’t interacting with your customers/audience, you’re missing a huge opportunity to observe, question, explore and experiment. Market research and customer interaction have never been easier (or cheaper!).
  2. Customer Service Got A Makeover: You better believe social media has changed the entire look and feel of customer service. Customers expect brands to be social, so if you aren’t, what does that say about your authority in your market? Your relevancy in your industry? Your concern for customer satisfaction? Nothing good, that’s for sure.
  3. Who Doesn’t Love Low Risk and Low Cost? Not loving how your latest campaign is performing on Facebook? Stop it. None of those 70 new Twitter accounts are following you back? Try again or cut ‘em loose. Instagram isn’t bringing you qualified leads? Do some audience research and try a platform more suited to your target and marketing objectives. There’s something beautiful about a collection of online spaces that warrant an experimental approach.
  4. Say Hello to SEO: Our friends at Google have the responsibility of making sure users are seeing the most valuable, relevant content when they search online. What does this mean for you? The more your brand/products are being shared and linked to on your social media pages, the higher your content will rank on Google because it will be considered greater value to Google users. Optimize your social media profiles for search, use relevant keywords in your social media posts, share your content across relevant channels, and build a community of quality fans that interact with your content.

While incorporating social media into your marketing plan seems like a no brainer to you, there may be hesitation in upper management. Show the numbers. Research case studies. Experiment on the side. Whatever you do, get armed and ready with facts to make your argument clear. Social media has changed the marketing landscape, and we hope your company joins the party.

Need help getting started? Click here to see what Ideopia can do for you.

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Virtual Reality Opens New Worlds For Marketers

Imagine you’re a homebuilder selling a new development that won’t be move-in-ready for a year.

With virtual reality (VR) goggles, prospective buyers could tour homes before they’re built, gawk at the Venetian blinds and vaulted ceilings, and even smell the oak hardwood. All without ever stepping foot in the home.

VR devices like Oculus Rift, while still in their infancy, have brands salivating over the possibilities. Here’s why you should, too.

The North Face’s new campaign turns cozy retail stores into Yosemite National Park. Fans of HBO’s “Game of Thrones” can scale the show’s 700-foot wall of ice by strapping on a headset.

Lexus even lets folks test drive cars without putting the pedal to the metal. “The idea was to get our fans involved with the brand and have a deeper relationship with it and be connected in a super-fun way,” said Will Nicklas, a Lexus marketing manager.

A new reality for experiential marketing

Virtual reality is no passing fad. Tech companies and brands are shelling out millions to bring a mind-blowing experience to customers. The kind that realistically, traditional experiential marketing can’t replicate. No matter the budget.

Why? Let’s face it. Not even HBO or Michael Bay’s production team could create a ginormous icy wall from scratch. It’s just not feasible, let alone the insurance costs associated with letting customers climb it.

Considering a VR campaign? Check out AdWeek’s 15 rules to starting a virtual reality campaign, which include setting realistic timelines (double estimates, then add a week), and employing on-hand “guides” to prevent accidents and motion sickness. But whatever you do, have fun with it – maybe even scare the hell out of a few people.

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Hammered Mint Julep: A Smashing Derby Cocktail

Ideopia's Ben Singleton with Mint Julep

Whether you’re off to the races or watching the Kentucky Derby at home, you can bet on Ideopia’s Hammered Mint Julep. Watch Ideopia’s PR pro/mixologist, Ben Singleton, craft this ‘ole standby. Odds are, you’ll love it! The hammer? Optional.

The Hammered Mint Julep Recipe

  • 1.5 teaspoons Demerara sugar
  • 7 mint leaves or so
  • 2.5 ounces bourbon
  • ½ cup crushed ice (it’s hammer time!)
  • ¼ cup club soda

Gently muddle sugar with mint leaves. Mix in bourbon and let it percolate for five minutes. Add crushed ice and top with club soda. Garnish with mint, if you’re feeling fancy. Cheers!

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Consumers Turn to Social Media for Blazing Fast Support

Customer service has leapt from phone and email to responding to the disgruntled or confused on social media.

Customers in the traditional support model expect a response within 24 hours. On social media, however, they expect answers at light speed. According to The Social Habit Study, however, 32 percent of people who contacted a brand, product or company through social media for support expected a response within 30 minutes; and 42 percent expected a response within one hour. Keep in mind, you’re also playing to others on a social media feed who evaluate how you treat customers, and use this information in a buying decision.

Large companies like KLM, Walmart, CNN and Xbox lead the industry with exemplary customer service response times.

These companies also lead the social media customer service craze because they’re proactive. Their customer service support teams search for opportunities to answer questions or solve potential customers’ pain points using keyword monitoring tools, like and Hootsuite.

Your social media marketing strategy should put standard status updates and uniform ad blasts to shame. Don’t worry, we can help. Call Susan Abramovitz at 513-947-1444 ext. 10.

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Treebies Send Environmental Message to Clients

Are you an Ideopia client? If so, keep an eye on your mailbox for a Treebie card and environmental message from your socially responsible friends at Ideopia.

So, what’s a Treebie? After every major print job, we plant a tree to restore what we borrowed from the environment. It’s our way of making things right with Mother Nature, and spreading a little good to our business partners.

As for the cards, they’re FSC® certified, which means made with 100% post consumer fiber, earth-friendly toner instead of ink, no new trees, and processed chlorine free.

Dig into the Details on Our Treebie Website

To learn more, check out our new Treebie environmental program website. It’s loaded with factoids about the program, and a cool infographic that highlights the impact on the environment. For example, did you know a single replanted tree can provide roughly 20,000 sheets of paper and enough oxygen for two people?

Ready for your very own Treebie? Call Susan at 513-947-1444 x10, and put in an order for a new print job.

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Holiday Social Media: Don’t Blow It.

Brands often fall flat with their holiday social media execution. It takes sensitivity and common sense to balance content, appropriate frequency and sales plugs.

For a winning social strategy over the next few months, follow these do’s and don’ts. And tweet us your own social media holiday wins @Ideopia.

Don’t clutter your feeds with pushy sales messages.

Unless you’re a retailer with major discounts on Black Friday, cut the pushy sales copy from your queue. It’s not the time or place to interrupt your audience’s online experience.

Instead, share content that pairs well with the holiday. Post a branded card or try helpful and entertaining content, like cold-weather family activities or recipes. Your audience will appreciate the effort, and you’ll appreciate the increased loyalty and engagement.

Don’t over do it.

Consider your brand’s social media goals and business objectives. Do these align with a specific holiday message? Desperate social media tie-ins have #fail written all over them. Like the Golf Channel’s shameless plug on Martin Luther King Jr. Day. Piggybacking off a historic day and making it about golf was obnoxious. Tactics like these may get your brand viral, but not in the way you want!

Instead, consider your brand voice in typical social media content. Create copy that encompasses that personality and remains appropriate for your audience. If your post doesn’t naturally connect with the holiday, don’t stretch to make it fit.

Social media habits change during the holidays.

Your audience likely engages with social media differently over the holidays compared to work mode. Instead of sourcing Twitter for industry news and +1’ing content for increased reach, your audience is online for entertainment and recreation.

Don’t share the same “work mode” content for your B2B audience. Get creative and lower the frequency. Humanize your brand with fun, relatable and visual content like Lowe’s hardware fireworks display on Vine.

Interested in more social media marketing tips? Click here or give us a call at 513-947-1444 x10.

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Websites and Eco Promotion Win Awards

Print isn’t a flashy buzzword like marketing automation or native advertising, but in the hands of a great agency, it’s still an ROI monster. A trio of readership awards Ideopia just won for Haag-Streit USA confirms this.

Our new campaigns for Octopus and Tonosafe medical devices were named the top attention-getting ads in three healthcare publications: Review of Optometry, Review of Ophthalmology and Ophthalmic Professional Magazines.

“Excellent ad. I actually did not know these were available and in less than 15 seconds I wanted to order them,” said one doctor about Tonosafe, which helps protect patients from disease.

“Eye catching,” said another, reaffirming the value of bold, fresh work that stands out – especially in medical where EVERYTHING is blue, or draped in white coats.

Show Me the ROI

Curious about how readership studies work? Publishers email readers and ask them to describe and rate ads based on criteria like stopping power, information and believability.

Sure, they aren’t purely objective (what is?), but they’re one of the best ways to measure the effectiveness of print work, hear direct feedback from customers, and see how it stacks up against the competition.

Ideopia’s hybrid marketing can stretch your budget even further and boost ROI by pairing print campaigns with digital and social media.

Learn more at our medical division website, Ideopia Medical Marketing.

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Canada’s New Anti-Spam Law Could Spank You

Like an iron fist smothered in maple syrup, Canada is sticking it to brands with the toughest email marketing law in the land. And if your company deals in the Great White North, it may apply to you.

Effective July 1, the Canadian Anti-Spam Legislation (CASL) requires businesses to obtain permission to send emails, text messages and possibly social media postings to customers or prospects.

Two Varieties of Consent: Implied or Express

Implied consent requires documented proof of a relationship with a consumer. For example, Jasper in Nova Scotia ordered a batch of squeegees last May and gave you his email address.

Express applies mainly to prospects, or any customer you can’t prove you’ve done business with in the last two years.

To gain the golden stamp of approval, you must dish out opt-in messages and compete with a flurry of others doing the same thing.

While mega brands like Ford entice customers with freebies – a chance to win a free Mustang – small businesses and non-profits don’t have the same resources.

Some experts believe companies will see opt-in rates of less than 20 percent without the help of an agency or digital marketing plan.

Whether you’re a global brand with customers up north, or considering business ventures there, it’s best to have an agency (and lawyer) on your side. Or risk stiff fines – up to $1 million per person, and up 10 times that for companies found in violation – and an email list worth less than a can of spam.

But for now, let’s just hope this crackdown doesn’t spread south of the border.

Read more about CASL here.

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Ideopia Wins Medical Marketing Awards

Ideopia competed with more than 3,000 entrants to win two Gold and two Bronze Medals at the 2014 Aster Awards, which recognize creative accomplishments in medical marketing. And the winners are:

Reliance Medical Products (Mason, OH) — Gold for magazine “Legendary Campaign” for examination chairs

Eyefficient, Inc. (Cleveland Ohio) — Bronze for web and mobile sites.

Reichert Technologies (Buffalo, NY) — Gold for “Blink Blog” and email newsletter.

Reichert Technologies — Bronze for magazine “Animal Campaign”

We thank the Asters, the Academy, the Jamaican Bobsled team, and the great clients who work with us as true partners: Steve Juenger, vp of marketing and sales, Haag-Streit USA; and Mark Newkirk in his roles as Director of Global Marketing for Reichert Technologies; and more recently as CEO of Eyefficient, Inc.

See our Aster award winning entries on our WavyBrainy blog.

Learn more at our medical division website, Ideopia Medical Marketing.

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The Sparkler Cocktail: Celebrate Your Brand


Were you Made in America? Then it’s time to celebrate your brand. Make every day the Fourth of July and rock your taste buds with the patriotic boom of vodka, Pop Rocks candy and fresh fruit. For youngsters, hold the liquor and serve a Virgin Sparkler.

  • 4 oz. lemon lime soda
  • 2 oz. blueberry-flavored vodka
  • Handful fresh strawberries and blueberries (see the theme here?)
  • 1 tbsp. grenadine
  • Garnish rim with 1 package crushed Pop Rocks (red or blue, of course)
  • Serve over ice
  • Tweet Ideopia, or post all drunken selfies on our Facebook

Get the full recipe here. It sure beats the chintzy local fireworks show.

See all of our drink recipes here.

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