The Inner Group, Inc

Seven Rules To Help You Improve Your Online Advertising

2011-03-01T14:37:00.000-08:00

These are very interesting times in the online advertising world. There are lots of turf wars, experimentation, and new services emerging. Online banners have gotten playful, larger and more intrusive. The Inner Group's first skyscraper had lots of white space and a teddy bear that smiled. There was nothing fancy or abstract about it, simply the message. Less was more in those days. Now, banners can't be ignored. They are simply flying left and right onto the screen and interfere with whatever you really want to look at.

Many opportunities and threats are on our horizon. The nimble will prosper, the sluggish will fail. Publishers will have to find a way of increasing ad income. Ad agencies will have to show that they add value in a competitive marketplace and advertisers will have to ensure they're getting increased returns on their spending.

Below are seven simple rules to creating attractive online ads that reach your target audience. You'll be on their radar without being obnoxious:

1. Let It Be Interactive

Interactivity increases brand recall by 63% vs. non-interactive ads. It's as simple as, "tell me and I'll forget, show me and I may remember, involve me and I'll understand." Next time you meet with your internal creative department or agency of choice, remember the following ad: Pringles

2. Make It Customizable

It's not only about being clever and creative, it's about your message being appealing and customized to your audience. Your ad needs to add value to your customer's life: Tok Stok

3. Make It Contextual

Next time you plan an online campaign, make sure some real thought has gone into media placement. Forget about return on sales or template media buys that seem like a great deal. This example goes beyond contextual advertising: MTV - iPod

4. Make It Entertaining

Don't run your online ad along the side or top of the chosen web site. Be aggressive, bold and appeal to your viewers. Give them something to smile about on a rainy day. Psychological research shows that if someone likes your ad, they'll begin to trust your brand. So, let this be the lesson of the day: make them like you by entertaining them – you'll greatly increase your ability to close the sale: Lipton Ice Tea

5. Let Them Play

From 4pm to 6pm, our work force is least productive. I've noticed everyone has a glazed-over look and they're now watching the clock. We are squarely in prime surfing time, the time when most cube workers are receptive to your message. This is when the proverbial "rubber meets the road." What will your message be, and how clever will you be in delivering it? Better think about this, your competitors are: Athletica

6. Let It Be Useful

Don't just entertain your audience. Give them useful information or facts that will help them in their search for the right answer. They will be thankful and keep coming back to you, if you are a reliable and unforgettable resource: Intercontinental Hotels

7. Make It Into A "Pass Along"

Publications base their ad rates not just on circulation, but on "pass along" (the publication being handed to someone other than the purchaser). Every campaign should be based on the psychology that people like to show other people what they have discovered. The hunt for the next best thing must be branded into our genes. If I hadn't shown our Creative Director these ads, he would never have seen them. Ergo, a possible lost customer.

Advertising is in a period of great change. People are natural storytellers, but who can be heard amidst the "Tower of Babel" created by new technologies? A good ad is not just about a call to action. You will need to inform, engage and entertain your audience more than ever before.

11 Predictions for 2011

2011-01-05T09:55:00.000-08:00

For us, this year has been a bit like a Russian novel. There have been few characters, compelling drama, and more than a few unexpected surprises. But all in all, we have seen our business expand and are most grateful.

So please enjoy The Inner Group's 11 predictions for 2011. Of course, we will obnoxiously brag about any and all successful premonitions and will steadfastly deny their underperforming siblings. Feel free to share your predictions with us. This time next year we can compare scorecards. Have a happy, healthy, and prosperous year.

1. Print will make a comeback (by Tyler, AD).
Yes, tablets may be taking over and Mark Zuckerberg might have Facebook declared a sovereign nation, but don't count print out just yet. Magazine audiences continue to grow, and there is still no substitute for holding a beautifully illustrated book in your hands. Print survived radio. Print survived television, and we have a sneaking suspicion it will weather digital.

2. Interactive TV spots will bloom (by Maxie, Marketing Director).
Internet TV is poised for a big growth year. True, it has been tried before, but with Google, Apple, and Boxee all entering the ring, this just might be its moment to shine. Internet TV will be an exciting playground to create innovative interactive advertising. Eventually, it has the potential to redefine the 30-second spot.

3. Designer Children (by Marjorie, CEO).
Okay, so this might be a bit of hyperbole, but it is actually coming far sooner than you might think. It took us years to map the human genome and now it takes only weeks. New technologies, like the ability to screen the genetic codes of parents and determine which illnesses they might pass on, will start to emerge. This is going to be an incredibly complex privacy issue. Eventually, anyone with a little bit of "you" will be able to peer into the secrets of your DNA, without asking.

4. Pasquale will earn a 300 style six pack (by Pasquale, AD).
And just who is Pasquale? I am The Inner Group's high-end, imported straight from Italy, Art Director and self styled Don Juan. Watch out ladies. I, Pasquale Sestito, will be out on the prowl next year, with a little "situation" all my own.

5. We will start to see 3-D ads (by Tyler, AD).
Holy 3-D glasses Batman! Get ready for an onslaught of ads in three dimensions. In fact, I'd be shocked if there isn't someone on Madison Avenue, as I type this, fantasizing about a 3D Budweiser spot, for the Super Bowl.

6. A digital creature will win an Academy Award for best actor (by Marjorie, CEO).
With the increasing leaps in quality from the wizards over at Pixar and the popularity of a certain group of naked blue aliens, it's about time for a digital creation to be given cinema's biggest honor. Not even inexpensive Brit actors will be able to compete with the next focus grouped, digital thespian phenom.

7. Oprah will be on the cover of her own magazine (by Lou, CD).
My heart goes out to Oprah's photographer. Each month he waits for his new assignment. What will it be: Oprah with straight hair, Oprah with curly hair or perhaps Oprah with no hair? Repeat after me O-P-R-A-H.

8. A huge privacy scandal will break on Facebook (by Lou, CD).
Everyday people display more and more of their personal information on Facebook, for the world to see. At a certain point, this is going to hit critical mass. The big question on everybody's mind is going to be, "just what is Facebook doing with the largest international database of dirty little secrets on the planet?" Think about this: Facebook has such an extensive database that the FBI often subpoenas it.

9. Congress will pass net neutrality legislation (by Jeff, Copywriter).
Imagine a world where large corporations have the ability to make websites they don't approve of run extremely slow. It might sound impossible, but this Orwellian vision is not a work of pure fantasy. This is what the world could look like if corporations, like Verizon, get Net Neutrality abolished. If you're scratching your head on this one, please click here.

10. It will be the year of the small agency (by Jeff, Copywriter).
2010 saw a mass exodus of major talents from Madison Avenue, who started their own shops. What these creatives realized is something we came to appreciate quite some time ago; with advances in technology, a group of hard working creative thinkers can achieve feats that used to be the sole property of big agencies. In 2011, little agencies will think and win big.

11. Lou will be Lou (by Ava, AD).
Lou DePippo, our fearless Creative Director and intrepid captain will continue to be Lou: that faithful, eccentric, sometimes barefoot, and always, brilliant soldier, who leads the troops into battle and sometimes buys them pizza.

5 Steps Toward Revitalizing Your Brand

2010-12-22T09:09:00.000-08:00

Keeping a brand relevant is no simple task. Everyday new competitors enter the market and more and more brand communications bombard us. While it might seem like a difficult proposition, keeping your brand dynamic is possible. All it takes is a clear thought process and an open mind.

Kotex's campaign for their new tampon brand, U By Kotex, is a brilliant demonstration of this. Kotex took a look at themselves and their competitors, and realized something that, in retrospect, should have been obvious: women's advertising is incredibly patronizing. Think about it, how many pink butterfly, slow motion prancing and white jumpsuit commercials can you really make?

So, Kotex created a new brand with hot pink and black packaging, unlike anything on the market, and they have succeeded in standing out and owning the shelf space. While Kotex's insight might seem like an unapproachable stroke of advertising genius, it is actually something far more attainable. These five steps can help you get there.

Five Steps Toward Redefining Your Brand

1. Choose a single aspect of your marketing strategy.
Trying to redefine your entire marketing plan is a lofty goal. By singling out one aspect, like packaging, print advertising, or social media, you make it easier to succeed.

2. Take a step back.
Kotex was able to come to a realization about their own brand, by looking at themselves objectively. This can be a painful experience. Most people's first instinct is to ignore problems since it's just easier.

You need to look at your brand as if you were a customer with no prior knowledge. Obviously, this is easier said than done. So, getting honest feedback from a third party can be a great way to go.

3. Ask yourself why you are doing what you're doing.

For example, if you're taking a look at your logo, ask yourself why you chose those colors. Are they arbitrary? Do they communicate anything psychologically about your brand? Remember, color is one of the most basic and powerful forms of communication. You should be careful when choosing the colors that will represent your brand.

4. Look at what your competitors are doing.
Is your advertising similar to that of your competitors? How similar? Be honest. If you can place your logo directly into their advertising, than this may be cause for concern. Maintaining brand loyalty can be tough if your brand is indistinguishable from competitors. Often times, businesses get so caught up with what the competition is doing, that they become followers, instead of leaders.

5. Make an assessment.
Take a look at everything you've seen and make a decision on the exact steps you need to take.

5 Powerful Social Media Strategies

2010-10-27T11:30:00.000-07:00

Now what? Take a look at these words, and savor them. They represent one of the most persistent, and at times, vexing questions in both advertising, and more tellingly, life. You just got married: Now what? You're in college: Now what? You've fallen in love: Now what? The list goes on.

All over the country, thousands of businesses are asking themselves this very same question about Social Media. They've heard the success stories. They've marveled at the stats, and now they've taken the plunge, and signed up for their first Facebook account. Now what?

Now, they need a strategy, because in advertising, strategy makes the world go round. With the correct strategy, Social Media can become an incredible asset for your company. To that end, we, at The Inner Group, would like to share 5 guidelines for crafting an effective Social Media strategy.

5 Powerful Social Media Strategies

1. Provide Value: Social Media is about creating a connection between a brand and consumers. This connection is cultivated by providing value.

Value can be content, like interesting videos, art, or music.
Value can be savings, like coupons, deals, or running promotional contests.
Value can be convenience, like having customers make appointments or purchase items, directly off your Facebook page.
For example every day, Sprinkles, a Cupcake bakery, releases a word of the day on its Twitter and Facebook.The first 25 customers who say this word get a free cupcake.

Quality Post: "Visit our Facebook page, download our E-Coupon, and save 10 percent on your next purchase!"
Poor Post: "Visit us on Facebook for news and updates!"

2. Social Media is about dialog: By engaging the dialog, you are building a powerful relationship with your customers that will pay dividends in the long run.

In Social Media, questions can be far more powerful than statements.

Ask your customers what they want, need and desire.They will be surprisingly forthcoming.
Answer questions, and make sure to be courteous and detailed.
Social Media can be a great way to conduct research that might have previously cost time and money. For example, if you are thinking about offering a new product or service, you can float the idea to your Facebook community and gauge the reaction. This is crowd sourcing. It can be a powerful tool.

Dialog in Action: Dell created a crowd sourcing community called Ideastorm where users can suggest concepts and ideas for new products.

3. Make a Long Term Investment: Social Media Marketing is about keeping customers engaged in the long term.

To really be effective, you need to commit to patiently growing your online community.
This means investing at least an hour each day to your Social Media operations. Without this investment, any momentum you gain will be lost.
For a larger company, having one or more full time writers on staff is critical.
If you don't have time to devote, outsourcing your Social Media to a marketing agency can be a great way to go. In fact, many highly successful brands do just this with great success.

Think about it: It has taken Facebook 6 years to finally turn a profit.

4. Social Media Isn't Just Online: With the adoption of smart phones, tablets, and laptops, the lines between the real world and the online world are getting thinner every-day.

You can use Facebook and Twitter to organize parties and events.
If you offer a service, you can have users make appointments online using Facebook and Twitter.

Real World Example: Nike recently launched an online community, dedicated to helping people find running partners. Real World Example: In 2008, the Emerson Salon started allowing customers to make appointments. Little did they know that by 2010, 75 percent of their business would come through Social Media.

5. Less Is More: Just because you can have a Blog, a Twitter, a Facebook, a Tumblr, and a Flickr account, doesn't mean that you should.

Splitting your attention, and the attention of your customers, can actually be a big mistake.With so many different channels to manage, their quality will most likely suffer.
Start small. Choose a single medium, stay with it, and make sure it's a world-class operation.

Remember, one properly used tool is infinitely more valuable than even a dozen poorly used ones. Let us know what your experience is with Social Media.

We won 3 Gold American Graphic Design Awards

2010-09-14T18:12:00.000-07:00

We're extremely pleased to announce that The Inner Group has received 3 Gold American Graphic Design Awards:

One for the advertising campaign we developed with Medical Management Corporation of America, one for our blog and one for promotional brochures. We'd like to take this opportunity to thank Barry Haitoff and the rest of his talented team, over at the MMCOA. Our collaborations are always thought provoking, and fueled by appreciation and respect. We're extremely proud of the work we've done together and look forward to more award-winning teamwork in the future. There's nothing better than seeing our clients succeed.

Advertising Campaign: Medical Management Corporation of America

The Inner Group Brochures

And the last Golden Award was for our blog!

Social Media Crisis Management Guide

2010-09-14T17:04:00.000-07:00

It's 10 o'clock, do you know what is happening on your Facebook page?

Social Media can be a complex and intimidating process. There's a lot to learn, and the stakes for your company are incredibly high. A single negative comment on Facebook or Twitter, can spiral out of control, and bring a massive corporation to its knees, let alone a smaller company. Nestle, Honda, and Time Warner have all learned this bitter truth the hard way.

Hopefully, you won't have to.

With the right insight and preparation, you cannot only diffuse even the most dire of situations, but you can transform a crisis into a profitable opportunity. At The Inner Group we're constantly researching and developing the best techniques for Social Media Crisis Management, and we love to share our learning.

The Inner Group-Social Media Crisis Management Guide

1. Social Media Management: Not a Job for Your Kid's Room-mate!
If you toured the Social Media departments of most major brands, one thing would be glaringly obvious. That what constitutes these "departments," actually amounts to a fresh-faced 20-something, who isn't much more than a glorified intern. This is a gross miscalculation.

In the 90's, many firms tried this strategy with web design and hired their boss's nephew to slap together a site on Netscape. How well did that go?

Managing Social Media is a high-level hybrid of Public Relations, Marketing, and Research. It is, without question, the work of a highly skilled professional. You need to seriously consider that, as far as the world is concerned, your Social Media is literally the public voice of your brand. Do some soul searching and ask yourself who you want that to be.

Social Media is a direct dialogue between you, your friends and those who may not be so friendly. If you don't have skilled communications experts maintaining your Social Media, you may potentially be doing more harm than benefit. In good times, their contributions are essential to your Marketing and PR operations, but in bad times, you may be literally being living and dying on their quickly made and poorly thought out decisions.

2. Social Media Management is a Team Sport!
While a well-executed Social Media operation should seem like the work of a single person, this is purely an illusion. There are just too many moving parts.

Your Facebook and Twitter accounts will be fielding a wide array of far reaching questions about your brand and its operations. Not only do you need multiple people to craft answers. You also need a research team, with access to a database of comprehensive information on your operations.

Consider that each media outlet is unique and has its own specific culture. For example, Facebook is well suited to broad messages, and creating detail brand experiences, while Twitter is about personal, one on one interactions. If your twitter conversations start flooding the Facebook feed, you're quickly going to annoy users. Duplicating messages across channels is not only lazy, but potentially dangerous.

3. Identify, Monitor, and Engage Key Online Influencers!
The Internet is a lot like high school. While it does give everyone a voice, most times it's what the cool kids think that really matters. Popular bloggers are tastemakers and they have the power to sway mass opinion, with stroke of keyboard.

Religiously follow the web sites and blogs that influence your audience. Any negative stories will show up these sites very early in the crisis growth pattern.

Encourage a positive relationship with powerful bloggers, by offering exclusives like interviews and products to review. This not only gets you a little free advertising, but it also creates influential allies that will be critical when crisis strikes.

4. Facebook is a Double Edged Sword!
Like it or not, negative comments are fair game. Unless they're vulgar or hateful. At the end of the day, the reality is that one man's angry comment is another man's truth.

Censorship just isn't an option. The minute you enter a social community, you enter into a social contract that demands an open dialog. The minute you censor your audience, you lose all faith and credibility. Just as quickly as you can be accepted, you can be rejected.

5. Define what Constitutes an Emergency!
Social Media disasters are a lot like hurricanes. They are extremely chaotic and unpredictable by nature, but that doesn't mean you can't learn from the disasters of the past.

Establish a list of situations that absolutely require a red alert. For example, "If a negative post, on the same topic, appears more than 25 times, notify management."

6. Have Pre-Determined Open Lines of Communication!
Information sharing is the key to dealing with a crisis. Catching the problem early is useless if you can't get that information to your decision makers. Establish a clear line of communication, straight to top of your organization.

7. Have an Escalation Plan in Place!
If your media team discovers a critical situation, they should convene a pre-selected CRT (Crisis Response Team). This team should be comprised of key personnel (not necessarily managers) from all your major departments, chaired the head of your Social Media Department.

Your team should have access to pre-prepared response strategies for dealing with a variety of situations. Their responsibility will be to access the situation, brainstorm solutions, and present them to a top decision maker.

Remember, they call these things viral for a reason. Your response isn't measured in days, but in hours. The more you do up front, the easier your job will be.

Weigh situations carefully. Often, there's opportunity in crisis, and this a unique moment to seize it. Did this mishap reveal a genuine gap in your operations? Has it revealed a new demographic, ripe for targeting? Can you gain new insight into the minds of your customers? Is there a trend in the market that's alluded you?

8. Don't get Defensive. Respond in an Open and Frank Manner.
When a situation get's dire, it's all too easy to panic and get defensive. Don't. The public is extremely media savvy, and decades of politicians have tested their patience for cheap excuses. The truth is, in most cases, people want to think the worst of you. Getting defensive will only fan the flames.

If you've made a genuinely honest mistake, admit it. Then, publicly take real steps toward making sure it never happens again. While the public is quick to crucify, they can also be astonishingly and quickly forgiving.

Just look at BP. When the gulf disaster began, pundits were quick to predict its utter and complete collapse. Low and behold, BP accepted responsibility, co-operated with the authorities, launched a smart media campaign, and lived to tell the tale. In a span of months, the vultures had moved on.

Deep down, people recognize that it's not easy to come up with real solutions, and if you do, they will respect that. They may even applaud you.

Finally, remember that every situation is different. Not every disaster requires a personal letter from your president. Sometimes, this can actually escalate the situation. Access the gravity of your problem, and make sure your response is proportional.

9. Prepare for a Conversation!
Just because you released a statement, doesn't mean the crisis is over. Social Media is fluid environment. Constantly gauge public response and adjust your message accordingly.

10. Don't be Scared!
Can this whole thing seem a little daunting? Perhaps. Can it be intimidating? Of Course. Change can be a scary process. There's no sugarcoating that. But should that deter you from reaping the rewards of a finely tuned Social Media operation? Absolutely not. It's too valuable to let slip through your fingers.

Thus concludes The Inner Group's Social Media Crisis Management Guide, the first in our series on Social Media. In the spirit of the conversation, we'd love to hear your thinking. What's your business doing with Social Media? Are wading in and testing the waters, or are you all in? Be sure to check out our next blog about the best ways to engage your customers online.

A Great Art Director and How You Benefit - The World According to Marjorie

2010-06-09T13:25:00.000-07:00

If you let your Account Executive (AE) and Art Director (AD) go off and "abra cadabra" come back to you with what you may think are the right answers, then you can kiss your money goodbye. If you don't see their thinking process in action, that's exactly what you'll be doing. Are there guarantees? No, but if you don't feel vested in your marketing efforts than maybe you need to make some changes. Need I say more? Maybe not, but I will anyway.

Who We Think Is a Great Art Director (AD) and How You Benefit

A truly superb AD is 1/2 psychologist, 1/2 artist, 1/2 visionary, 1/2 marketing strategist, 1/2 salesperson and 3/4 babysitter.

I was always a math whiz, and yes that adds up to 3 1/4 people, but a really good AD needs to be all of these people and then some. They have to be intuitive enough to switch hats at the mere utterance of a sigh. Maybe the account exec. isn't getting it, or the client doesn't understand the need for a change. The AD needs to supply more than just stunning visuals. Together with the AE, they provide a sound business rationale for why these are the correct solutions. After that, the AD needs to perform two vital tasks - first convincing the client that this is the way to go, and second, being correct.

I asked my partner, our Creative Director, who has years of experience with AD's for his thoughts. Lou DePippo responded "The personality traits that make me and many AD's difficult to live with - hyperactive, overly sensitive, competitive, anal retentive, compulsive, etc. - make me an excellent AD and advocate for my clients and creative staff."

My philosophy: ask a ton of questions, assess the answers, do your marketing homework, possess a multitude of personalities, (which is why my husband refers to me as schizo) and you'll find great creative solutions. Ok, I am schizo and hard to live with, but I am also an excellent AD.

How do you benefit from people who are hard to live with? We can find new and smart ways to create better visibility for your product or service.We can help you gain insights into your target market and you'll actually be reaching them with a significant call to action. You'll understand that consistency and repetition are also key to the sales process. It's not always about the pretty solution, it's about the required solution that can penetrate a market segment.

Our Creative Process

2010-06-02T11:16:00.000-07:00

It's a process really...Great AD's:

Know the client, or potential client by researching them: the way they do business, who the key personnel are, their presence on FB, LinkedIn, Twitter, etc. Buy or check out their product(s) or services.
Look for their clients' strengths and weaknesses, fill in some of the holes and bring something that will result in a benefit for the client to the table.
Question, question, question what they (the AD) don't know or understand.
Ask more questions. This time, questions they (the AD) already know the answers to. The reason is simple. Just because a client makes a product or provides a service doesn't mean they know how to position and sell it.
Assess the answers.
Work with the AE and marketing associates to derive a solution or plan.
Find the right media for the message. It's crucial.
Translate the raw plan into compelling copy and visuals with the rest of the creative team.

Are you poised for growth - 5 POINTS TO CONSIDER

2010-04-22T14:30:00.000-07:00

1. Do an In-depth Analysis of what you are currently offering.
Check to determine if your customers/clients are still interested in your offerings. If possible, try to offer new product/service packages and award your loyal consumers. The fact that your company has managed to survive the recession is good advertising. Don't offer cheap or poor quality products or services. Lower prices might work for a little while,but they don't represent a long term strategy for your company.

2. Increase your Visibility.
It is no longer enough to have a web presence. Your web site needs to also be coded for smart phone access. Mobile web has evolved from being cute to being an absolute necessity for your email marketing as well as other aspects of your marketing mix. The Internet has become the most used tool to research products and services and will continue to be in the future. You should also bear in mind that updating your web site increases your market share. In order to have better visibility and more impact, your web site should have representative design, full functionality and be search engine optimized.

3. Reposition Yourself.
The market has changed. Some of our clients have said throughout the last year, that their clients will be back on their doorstep once the economy is doing better. Frankly, the business paradigm has changed and as it stands now, one would need a crystal ball to tell you what the business landscape will look like in 2 to 3 years. Life cycles of products and technology have shortened. The green movement has impacted every generation and will have an impact on you, too. Don't deny your business any of these opportunities. Think about your green position as a part of your diverse stock portfolio. It's not just a French idea, it's here to stay and you need to take a position.

4. Get on the Move.
If you are not moving forward, you've already lost ground. It's like the first few seconds after a disaster. There are those people who get up immediately and react, and there are those who just freeze. Who are you? Those who move now will survive, while those who don't, should start praying and hope that their spouses still have jobs.

5. Don't listen to the News.
The worst thing you can do is pay attention to the news. While writing this article, I spoke with my creative director, who subscribes to Newsweek. Their latest cover story was about America being back on track and citing that the recession is over. I couldn't believe what I was reading. I just saw another article in the WSJ that said the opposite. Who should I believe now? The best advice would be, none of the above. We no longer have news. It's really just a lot of information the reader needs to take apart and put together by themselves to decipher the truth or at least recognize a trend.

You can follow these five steps or you can implement your own program. Just do it! You can't merely sit back and hope that everything will be the same once money flows back into the system. As a matter of fact, it won't. The lesson everyone needs to learn is that you need to focus on one essential truth –the only thing that never changes is the fact that everything changes (Dolly D.).

Is content king?

2010-04-22T13:55:00.000-07:00

Since blogs and e-newsletters have swapped through the country I would say: properly yes. But as more companies flood the web with about 1 million blog posts every 24 hours, it becomes more important to differentiate between what is good and what is bad.

Content marketing is more than just copy. It's about understanding what is going on, how to apply it to your market and how your customer will benefit from it. The goal is to inspire trust, to influence your market and to grow your reputation as a valuable source of information. Every topic you write about should include something entertaining to your customer or solve a problem they truly care about. Throwaway content accomplishes none of these things.

There are two simple rules to follow: create remarkable content and stand out of the crowd. If you accept a few guidelines you will not just initiate a dialogue between you and your customer but you will optimize it.

Opening the Black Box

2010-04-02T10:24:00.000-07:00

The Black Box is what we marketers refer to as a consumer or potential buyer. Recently The Inner Group peered into that Black Box and would like to share our insights with you. Why? Because to be able to successfully market to your audience you have to know what's going on in their generational culture. Knowing which buttons to push and in what order to push them, will take you a long way to understanding what dwells in the Black Box.

We studied the advertising receptive age groups of 14-49 years. That represents a span of 3 generations, Gen Y, Gen X and Boomers. They range from loyal brand, centric buyers to disciplined smart shoppers who have no loyalty to any specific brand or endorser. They also range from tech savvy to mobile media obsessed. For the next 45 years, there will be very few common denominators except a few emotional ties that link these generations together. As for what comes after Gen Y, luckily we'll be retired by then.

SOME FACTS TO PIN TO YOUR WALL!

Baby Boomer

Boomers are the wealthiest generation in history, with spending power of $2 trillion dollars a year.
This generation is not tied to brands they have used. They feel they are never too old to buy something new.
Don't try to fool them with your advertising. They are mistrustful to start with and realize when you're trying to sell them something. You have a better chance of motivating them by being honest.universe and like to be portrayed as such.
Demonstrate that your product or service will make everyday life easier. They like modern, innovative products and services but they must be easy to use.
Don't hesitate to use iconic celebrities. Every generation generates it's own heroes and a singer/star demonstrates that a message is for their generation without saying: "Hey old guy, this ad is for you". Ironically the largest influencers of this generation aren't boomers. Dennis Hopper, Jimi Hendrix, Timothy Leary, Alan Ginsberg and even Alan Alda aren't Boomers. Celebrity endorsements increase an ad's impact and gives reassurance that the product is high quality. Boomers see these celebrities as an older brother or sister who wouldn't steer them in the wrong direction.
Will they ever grow up? Deaths from drug overdoses are up more than 200% among 40 to 50-year-olds compared with 35 years ago. The crime rate is up 180%. Those percentages have actually dropped among the younger generations.

Gen X

Word of-mouth and street credibility are important to Xers. They typically learn about new products from their friends.
Focus on your own brand name rather than the competitor. They view brand bashing as petty.
Maintain a fresh advertising message. Xers get bored quickly and will tune out or even turn against too much repetitive advertising. Freshen your ads but take care to stay on point.
Show them how a product fits into their lifestyle.
Do not use high tech, unless it fits product image.
Treat them like adults; do not stereotype them.
Keep in mind that Xers are lagging at least 10 years behind their parents in major life events such as marriage and childbirth.
Xers want an honest, innovative approach to marketing.

Gen Y

This is a very pragmatic group. At 18 years old, they have five-year plans. They are already looking at how they will be balancing their work/family commitments.
They use the internet as their main source of information. Embrace technology and the use of both guerilla and viral marketing tactics to reach this group.
In 2020 Generation Y will take over as the largest adult generation in the United States.
The distinctive buying habits they display today will likely follow them as they enter the peak spending years of young adulthood.
Non-traditional marketing, bold images, cutting edge music, emphasis on quality and uniqueness should be used to target this group.
This is the generation that will prove that social networking is not a passing fad.
They are savers. Thirty-seven percent of Gen Yers expect to start saving for retirement before they reach 25, with 46% of those who are employed, already doing so.

Call us (914) 788 6471 or visit our website www.theinnergroup.com.

The Inner Group - Portfolio

2010-03-30T12:29:00.001-07:00

Check out our SlideShare Presentation - The Inner Group - Portfolio

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Social Media Marketing

2010-03-09T09:36:00.000-08:00

In recent years, social networking has become a popular marketing tool. Today, it is mainstream and those who refuse to implement a social network marketing campaign will be left behind.

According to a recent study, 87% of businesses are either using social networks as a marketing tool or are planning to implement them in their marketing mix within 2010.

So you may ask, who is holding out? You may be surprised but those holding out are also the ones that are most in need. One third of all small businesses have no plans at all for social networking even though this type of tool can substantially raise awareness for their business and bring in a substantial amount of new clients.

The main reasons cited by businesses that refuse to initiate a social networking campaign are inexperience, not knowing where to start, and the inability to determine ROI. Outsourcing to a professional marketing agency such as The Inner Group can provide a solution to all of these concerns and allow you to focus on your core business.

iPad revolution?

2010-02-19T10:32:00.000-08:00

Two weeks ago, with much hype, Apple presented its new product: The iPad. The hype has dissipated since and the critiques have started. Before it's release we were anticipating a product that would revolutionize marketing, especially mobile and e-mail marketing. Unfortunately, it seems like we were wrong.
Phil Schiller, Apples chief marketing officer described the iPad as "The best web surfing experience, the best e-mail experience, the best photo and movie watching experience". While all this is great and creates some new opportunities for marketing, such as more creative and interactive advertising, where is the new technological breakthrough?
Both the iPod and iPhone exceeded their expectations and brought tremendous new opportunities, yet many see the I-Pad as just a larger version of the iPhone. As of right now, the iPad will provide no major contribution to a marketing revolution. However, new apps for the product could change the way we think of the iPad all together. What do you think of the iPad? Do you see it as a tool that will revolutionize marketing?

The Entrepreneur

2010-02-04T09:57:00.000-08:00

My first real business venture came in grade school. It was with my best friend Teddy. We each put in 50 cents from our snow shoveling money and bought a one dollar bag of small, plastic soldiers. Teddy felt the action figures were limited in battle because they only came in 5 different poses. Together, we noodled the problem and came up with a solution. To this day, I still feel it was quite ingenious. At a table in my cellar, we lit what was then known as a plumber's candle. Holding the figure far enough above the candle so as not to catch fire, but close enough to make use of the heat, we began to reshape the soldiers in poses you couldn't buy in the store.

I left Teddy happily creating murder and mayhem, as soldiers and war were his thing. I went out again to make my 50 cent investment back by shoveling more sidewalks. As I was shoveling, it hit me - we could sell these soldiers and make a lot of money. Still shoveling, I did the math in my head. One 100-count bag of soldiers @ $1.00 = 1 cent per soldier. If we sold our soldiers at 5 cents each, we would make a 500% profit. That's $5.00! I knew we could only do this once, so we would have to invest in 2 more bags.

As soon as I finished shoveling, I ran back to my cellar. I found Teddy still sitting where I'd left him, only now the table looked like Normandy Beach on D-Day. Plastic soldiers were killing each other in the most grisly ways, ways that only a 9 year old can imagine. The carnage set before me on that table put visions of dollar signs in my head. When Teddy looked up at me, I knew I would have to keep an eye on him for the rest of my life, someone had to protect society.

By 1980 I was a partner in a small design agency and involved in many business ventures. Some were successful, others not. By then my one true love was advertising and marketing. As a creative entrepreneur, I finally found the perfect platform for using all my skills. Over time, I've realized that the only thing I love more than being an entrepreneur is helping other entrepreneurs get their business up off the ground. The most beautiful thing in the world is a fulfilled dream. That's essentially the idea behind The Inner Group. We fulfill our dreams by helping you realize yours. As for Teddy, he is still a good friend he is also a great husband and dad and I'm happy to report not a serial killer.

We are The Inner Group, Inc. Call us (914) 788 6471 or visit our website at www.theinnergroup.com.

Last in a series of 5. Clever copy gets attention. Let my people go.

2010-01-15T11:25:00.000-08:00

Did you know there were actually 15 commandments – 10 religious and 5 retail?

It was recently discovered that Moses ran a small business in his spare time and it was quite successful. Obviously, Moses never revealed the additional commandments. Some tablets he played close to his chest. We will share Moses' last secret for success with you. No, we're not archaeologists, just clever advertising people trying to make a buck.

Commandment #15 - Target Thy Copy
When Moses sat down to write, he was always assured of divine inspiration. His best stuff was always tongue in cheek. It's no wonder, when you consider that his boss has quite a sense of humor.

We're The Inner Group, Inc. My name is Lou and I wrote these promos. Like Moses, my boss Marjorie has quite a sense of humor. However, unlike Mosses' boss, she can't inflict it on the entire world – just my small piece of it. You can help to get her off of my back. Call us, mail us or check out our site! Do something! Me, Jason and the others are running out of ideas. Please let my people go. We are a smart, aggressive, driven, creative agency who gauge our success by the amount of success we help our clients to achieve.

Visit our site at www.theinnergroup.com or call us directly at (914) 788 6471 and ask for Marjorie.

Fourth in a series of 5. Clever copy gets attention. Your market.

2010-01-14T09:27:00.000-08:00

Did you know there were actually 15 commandments – 10 religious and 5 retail?

It was recently discovered that Moses ran a small business in his spare time and it was quite successful. Obviously, Moses never revealed the additional commandments. Some tablets he played close to his chest.
Over the next week, we will share Moses' secrets for success with you. No, we're not archaeologists, just clever advertising people trying to make a buck.

Commandment #14 Thou Shalt Never Misread Thy Market

Moses never suffered from not knowing how to creatively convey his message. Whether it was raining frogs, or doing in your first born, he was always sure to get your attention no matter what your demographic. We're The Inner Group, Inc. We do it a bit differently. We know research is the vital beginning component to any marketing effort. We then translate research into stunning visuals, designed to capture market share. We feel very strongly that we can meet your needs without anyone losing a son.

We are a smart, aggressive, driven, creative agency who gauge our success by the amount of success we help our clients to achieve. Turning sticks into snakes? Kid stuff. Try Getting brand loyalty out of Gen-X'ers.

Visit our site at www.theinnergroup.com or call us directly at (914) 788 6471 and ask for Marjorie.

Third in a series of 5. Clever copy gets attention. Media.

2010-01-13T07:57:00.000-08:00

Did you know there were actually 15 commandments - 10 religious and 5 retail?

It was recently discovered that Moses ran a small business in his spare time and it was quite successful. Obviously Moses never revealed the additional commandments, some tablets he played close to his chest. Over the next week, we will share Moses' secrets for success with you. No we're not archaeologists, just clever advertising people trying to make a buck.

Commandment #13 - Thou shalt spend thy media dollars wisely.
Who could afford to give Moses bad advice? When you have a client who can give you boils just by looking at you, you place him where and when he wants!

We're The Inner Group, Inc. And we know that unless you can conjure up a few flies you're going to need a smart agency that knows how to make clever buys in effective places.We are a smart aggressive driven creative agency who gauge our success by the amount of success we help our clients to achieve. You don't just float down a river in a wicker basket and end up a smart media buyer.

Visit our site at www.theinnergroup.com or call us directly at (914) 788 6471 and ask for Marjorie.

Second in a series of 5. Clever copy gets attention. Web sites.

2010-01-12T07:48:00.000-08:00

Did you know there were actually 15 commandments – 10 religious and 5 retail?

It was recently discovered that Moses ran a small business in his spare time and it was quite successful. Obviously, Moses never revealed the additional commandments. Some tablets he played close to his chest. Over the next week, we will share Moses' secrets for success with you. No, we're not archaeologists, just clever advertising people trying to make a buck.

Commandment #12 - Thou Shalt Not Ignore Thy Web Site
Moses took a walk in the desert with his friends and neglected his web site for forty years. We see this as a clear indication that he didn't understand the importance of keeping his site fresh. We're The Inner Group, Inc. and we feel we can safely say that we're better with deadlines than Moses was. We can help you to plan and design your site or even update your old one – and we promise not to take 40 years to do it.

We are a smart, aggressive, driven creative agency who gauge our success by the amount of success we help our clients to achieve. We are not so sure about our ability to part the red sea, but we have helped our clients open doors that were, previously closed.

Visit our site at www.theinnergroup.com or call us directly at (914) 788 6471 and ask for Marjorie.

First in a series of 5. Clever copy gets attention. Self promotion.

2010-01-11T10:34:00.000-08:00

Did you know there were actually 15 commandments - 10 religious and 5 retail?

It was recently discovered that Moses ran a small business in his spare time and it was quite successful. Obviously, Moses never revealed the additional commandments. Some tablets he played close to his chest. Over the next week, we will share Moses' secrets for success with you. No, we're not archaeologists, just clever advertising people trying to make a buck.

Commandment #11 - Thou Shalt Promote Thy Self
Moses had a captive audience and a hell of a smart boss. The rest of us have to work a bit harder to attract attention.

We're The Inner Group, Inc. - We can help you with your advertising and marketing. Who you bump into on mountain tops is your own business. We are a smart, aggressive, driven creative agency who gauges our success by the amount of success we help our clients to achieve. We wouldn't put running a boutique agency on the same level as conjuring up a pillar of fire, but we have helped create something, where before there was nothing, like new business.

Visit our site at www.theinnergroup.com or call us directly at (914) 788-6471 and ask for Marjorie.