October 15, 2014

Fresh Meat

Coffee Brings Life to New Zombie Designer

Fresh Meat

Coffee Brings Life to New Zombie Designer

Curtis Gable is the latest Ideopian queuing up every morning, zombie-like, to the magic machine that brews Ideopia's sweet ichor of life. Curtis uses the boost to design the heck out of every project that comes across his desk, from product brochures and newsletters to digital goodies that people can't wait to see pop up on their computer screens.

A design nut by nature, as well as trade, Curtis grew up in a family of builders, chewing on Lincoln Logs and Legos instead of teething rings. Encouraged by his passion, Curtis graduated from Northern Kentucky University with a BFA in Graphic Design.

Curtis is also a serial entrepreneur, so if you see him at a local watering hole, catching the latest happening band or quaffing a local craft brew (two other things he loves) ask him about his forays into the exotic garment trade.

Weekends find Curtis out and about early, because, inexplicably, he doesn't own a coffee maker at home. His need for caffeine forces him from his lair in search of relief from the nearest coffee stand. Yeah, he's one of us.

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Gender Inequality

Advertisers Still Don't Get Women

Gender Inequality

Advertisers Still Don't Get Women

By Susan Abramovitz, Ideopia President

When Ideopia launched in the early 90s, working women, like me, were still an oddity. We were chastised, guilt-ridden and sometimes viewed with pity because we "had" to work.

Advertisers didn't help this perception, either. They depicted the working woman in a rumpled business suit running between preschool and the office with a briefcase in one hand, a child on her hip and towing another one by the hand.

Marketers, eager to show empathy, shot these stereotypical photos, or bought them from stock photography houses, to sell us their detergents or Calgon (Take me away!) Reality? Hardly. Yes, we were stressed and sometimes we needed that Calgon, but we usually handled our responsibilities at home and work competently and with grace. Like other working women, those pandering ads offended me.

1980 Calgon Bath Soap Commercial "Calgon, Take Me Away!"

Although fewer than 6% of CEOs are women; and aggressive little boys are still called "leaders" while little girls are called "bossy", advertisers are starting to get the message.

Dove Real Beauty Sketches

Driven by user-generated content on social media and campaigns, advertisers are seeking a broader representation of women. For example, Dove's "Real Beauty Campaign," which celebrated its 10th birthday this month, and Pantene's "Labels Against Women" and "Not Sorry" campaigns.

Stock Photography Gets Real

At the 2014 Cannes, the CEO of Getty images teamed up with the COO of Facebook to present a series of 2500 images called the Lean In collection. These photos show women in a diverse light. Rather than the stereotypical images, the Lean in Collection offers photos of women working in fields like robotics. They are aging gracefully and are eating real foods instead of fussy little salads.

Sales of the Lean In photos, all that were previously available from Getty, have jumped by 54% in recent months.

It's a start. But we have a long way to go! Silicon Valley, for the most part, doesn't get it. They still think women have nothing other than shoes and weddings on our minds. Honestly, does Microsoft even want women to buy its computers?

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The Next Thing

Consumers Tweet for Real-Time Support

The Next Thing

Consumers Tweet for Real-Time Support

By Tori Tarvin, Director of Social Media

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 Mention.com 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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Eat!

New Account Stretches Waistlines

Eat!

New Account Stretches Waistlines

While we remain committed to the medical market with clients like Bell Ophthalmic, Eyefficient and Volk Optical, we're thrilled to have food in our lives from Avure Technologies. Avure is the global leader in HPP, a processing method that kills microorganisms and seals in freshness with water pressure alone. Yep, no chemicals or radiation. And the food? It tastes just like it came from the kitchen. The machines cost millions, but we think it's a small price to pay for delicious food. Check out Avure's new website, and stop by Pack Expo in Chicago this weekend to see more of our work.

Avure's website has a non-technical look, which reinforces HPP's position as a mainstream food processing technique.

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A Happy Ending

Ideopia Bids Farewell to Long-Time Client

A Happy Ending

Ideopia Bids Farewell to Long-Time Client

Three days after our company's launch, Reliance Medical Products and Haag-Streit USA asked for assistance with a grand opening of a new facility. Twenty-five years of record sales through three recessions later, we're saying goodbye and celebrating an amazingly productive and durable relationship.

We extend special thanks and gratitude to our friend and collaborator Steve Juenger, VP, marketing. We will always be proud of the work we created together. All of us at Ideopia wish you the very best!

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