Meet the woman who is bringing innovation to Columbus

In 1981 Nancy Kramer founded Resource, a digital marketing agency, and secured Apple as her first client. Between then and now, she has grown the agency into Resource/Ammirati, an IBM company, which employs hundreds of associates in Columbus, Chicago and New York. Earlier this year, her agency was acquired by IBM to become part of IBM iX, the world's largest digital-agency network.

Kramer is one of the most influential women in advertising and is creating serious opportunities for new jobs and innovation in central Ohio. She’s a woman who brings as much to the table with her passion for innovation as she does with her genuine care for making people feel like they belong. 

I had the chance to hear her speak at the AAF Columbus March luncheon and asked her what is the best advice she could give the Nancy Kramer from 1981, regarding everything she's been through. Her advice: always follow your gut.

An impressive role model for any business owner, here are some other lessons learned.

Nancy Kramer speaking to a captivated audience at the March AAF Columbus luncheon.

1. Thanks to her, Columbus is literally on the map! Kramer flashed up a map of all the IBM ix locations around the world during her presentation. It was thrilling to see Columbus listed among other larger-city locations such as Boston, Chicago, New York, Toronto, London, Paris and Tokyo. Columbus will continue to be a hotbed for marketing innovation. (Remember, you heard it here first!)

2. IBM is a pretty cool company, and on the forefront of innovation in the digital world. According to Bloomberg, IBM received over 7,000 U.S. patents last year. That averages to about 20 patents per day; it's also the highest number of patents received by any company for the 23rd consecutive year! And guess what, now IBM has a spot to innovate right here in Columbus, Ohio.

3. Don't judge a book by its cover.  Kramer said she never would have imagined that Resource/Ammirati and IBM were a good match until after she left that first meeting, but every day she feels better about the decision. Imagine if she wouldn’t have taken the initial meeting based on her preconceived ideas? It’s a great lesson for all of us.

You truly could have heard a pin drop during Kramer’s presentation because her genuine demeanor is so captivating. I would say lesson four is, no matter where you are in life, be yourself and people will like you better for it.

Shannon P.R.

Old-Fashioned Mobile Marketing

I recently spent a few days in Florida visiting family and enjoyed a couple of sunny hours on Fort Myers Beach. When this marketing example literally rolled by, I could not grab my phone fast enough. Ice cream anyone? Old-fashioned mobile marketing for the win!

In marketing it's all about finding the right audience and delivering your message at the right time. I give major props to this lady for her genius marketing mobile (and her dual-purpose workout)! It's the perfect example of how basic marketing tactics can garner an interested audience and impressive sales. Every beachgoer looked up from what they were doing to observe this awkward, yet interesting makeshift beach mobile with its loud bells. This example is a reminder that we don't always have to be technology focused: sometimes basic works better. 

Think about it, how can you combine materials you already have to elevate your product offering, gain attention and create an even better experience for your customers? You may not be combining a bike, bells, and a palm tree umbrella for an ice cream cart on the beach, but I'm sure you can reinvent some of your offerings to make a significant improvement. 

Shannon P.R.

Marketing Spotlight: A Real Page Turner

An ongoing topic in Remember Marketing News will be spotlighting insightful marketing ideas and tactics. I typically look at media and advertising through a different lens, as a consumer but also as a marketing professional. (FYI, you may not like watching TV with me because I enjoy watching commercials and will often rewind!)

Today I was inspired by the spring "style guide" I received in the mail from J. Crew. It was one that I picked up and wanted to read from cover to cover. I thought it was brilliantly put together; it did make me want to turn the pages AND feel like I "belonged."

Images from the J. Crew April 2016 Style Guide

I'm writing about it because I think there are many examples within where J. Crew's marketing was on-point. You have to give your audience a reason to want to turn the pages of a publication these days when they can easily throw it in the trash or view products online. Rather than just pushing a product or service, here are some examples  that we can all learn from J. Crew about how to engage with an audience.

1. Provide your audience with value -The cover of this publication is pictured in the top left-hand image above and includes the text April 2016 | Style Guide.  It immediately delivers a message that this publication is more than just a catalog and tells the reader that they may be better informed by reading it. It piques interest without being too "salesy."

Learning point: Take a look at your marketing materials and see if they have your audience in mind FIRST, or are they just telling/selling with no focus on the perspective of who you are talking to?  You have to give to receive in today's marketing arena (and life in general, btw).

2. Tell stories - Don't just sell it, tell it! J. Crew dedicated a few pages to tell stories about its products. I enjoyed the page that used fun facts to teach me some things I didn't know about gingham--a pattern I happen to love! They also took me on a trip down memory lane telling the history of the Lacoste crocodile, something adorned on many of my childhood threads. The stories helped me, and I'm sure many others, connect with the products. 

Learning point: What stories can you tell about your product or service to help your audience connect, and are you telling them? One of my favorite books on this topic is "Made to Stick," it explains why we remember and connect with a good story.

3. Help your audience envision themselves using your product or service - The copy throughout the style guide helped me picture myself in many of the styles. Any woman can get behind the idea of the 30-second outfit, and that was just one example!

Learning point: In marketing your product or service, it is so important to take a step back and think about your potential customer's point of view. If you can find a clever way to explain how you can fulfill a need for your customer, you'll find yourself in a great place. Take a look at your latest marketing materials and view them through your customer's eyes. Does it engage you through their eyes? If not, make a change.

And now, if you'll excuse me, I'm off to buy a new gingham outfit.

Shannon P.R.

February Give Back

February's Year of Giving spotlight goes out to AAF Columbus, the local chapter of the American Advertising Federation. The organization supports and uplifts advertising and marketing professionals in Columbus by offering top-rated programming and opportunities coordinated through its dedicated volunteer board of directors. It's the people that make it a great organization to be a part of and every year it just keeps getting better.

February is quite the appropriate month to highlight AAF Columbus because last week was one of its biggest events, the ADDY Awards. I've been involved with the organization since 2008 and have always volunteered my time to help out with the ADDYs, an awards show that highlights the best creative work produced on the local level. Not only is it a fun event to be a part of, it's a great way to stay inspired while keeping track of who's putting out the best work year to year. 

This year I volunteered my time on the ADDY committee to help collect entries, order trophys and check people in the night of the show.

At the Bluestone, a crowd of 400+ awaits the announcement for the top winners of the night. 

 If you enjoy the Columbus creative industry scene and didn't make it to the show this year, you'll want to save the date for next year. (It usually takes place on the last Thursday in February!) And keep in mind there are a variety of AAF Columbus networking events that provide educational opportunities throughout the year.

In fact, the March luncheon is one I am really looking forward to with special guest speaker Nancy Kramer, founder and chairman of Resource/Ammirati, An IBM Company. (Resource/Ammirati was acquired by IBM this year.) I can't wait to hear her personal story and thoughts about the future of the industry. Want to be my guest? Remember Marketing is giving away a free ticket to the luncheon to the first person who emails or comments below claiming a luncheon spot. Join me!

-Shannon P.R.

Five tips for a successful meeting

I always look forward to check-in meetings with my clients. This picture is from a recent meeting with some of the fabulous ladies from Ohio Farm Bureau's marketing team: Amanda, Lynn and Rita. We met at one of the best meeting spots in the city (in my opinion), Fox in the Snow. 

On a cool February morning, it was quite the busy and bustling environment at Fox in the Snow but as luck would have it, a table opened up for us just as we had finished placing orders of the bakery's heaven-sent pastries and coffee drinks. The environment and good company got me thinking about what makes a successful meeting. You can check out my tips below! [Disclaimer: not mentioned below are very important meeting enhancements, such as delicious food and drink.]

Five tips for a successful meeting 

1. Be prepared - Never walk into any meeting without an agenda. Even if you're not the person who called the meeting or you're not "expected" to contribute anything, you should always bring something to the table. 
2. Be present - Technology makes it easy for us to get called away by a phone call or email, or even work on a project when a meeting topic doesn't relate to us. I like to reference back to this Forbes article about why most successful people remain unplugged at meetings and tuned in to the moment. 
3. Meet face-to-face - It is a good idea to meet face-to-face with your clients at least once a month. When not meeting face-to-face, consider switching from conference calls to video calls. You get much more out of a conversation when you can see the other person's face.
4. Get out of the office - This relates back to my post last week about how new environments can help get the creative juices flowing.  Try to get out of the office with your core team at least once a month to refresh, renew and have a little bit of fun too!
5. Bring one new idea - This is a meeting bonus that you can use in an effort to boost positive motivation and elevate the team around you. Think of one new idea that may improve the way you currently work together or do business in general. I've been doing this for years and a lot of my small ideas have turned into big improvements. Imagine if everyone on your team was bringing ideas for continuous improvement to your meetings...it can start with you! 

Refresh and renew, it IS good for you!

See that spot in the middle down there? I was sitting there last week. The beauty of technology is that we have the option to be mobile and work from an office with a view, at least sometimes. (Hello, sunshine, I miss you already!)

I share this post to make a point that getting out of your regular environment is good for the marketing soul. A new perspective comes from travel, meeting new people and seeing new sights. It helps liven up the creative juices.

If you can't make a full weekend trip or even a day trip out of it, try going to a different place or area of town—somewhere you've never been—even if it's just for an hour. Talk to people you normally wouldn't. Get out of your comfort zone and you'll be surprised what you might find there. New ideas and a new sense of belonging, I hope.

Where do you go to refresh and renew?

- Shannon P.R.

A Year of Giving

I have always wanted to do work that made an impact and a difference in my community. It's been a dream of mine since I can remember having dreams. Turns out Columbus is a great place to live and work if you believe in giving back. I'm not sure if other cities are as supportive of the giving back culture, but you definitely feel the love in Columbus! It's one of the reasons I feel blessed to call Columbus home. 

With the launch of Remember Marketing this year, I wanted to find a way to slowly make a difference. My plan is doing that through a year of giving. I'll be focusing on one organization each month with the goal to donate my time and talents and/or contribute financially. This will be a learning experience as I'll be searching for new organizations and causes each month to support.

January's cause was art. I had the pleasure of attending Wonderball, a benefit event to showcase the new Columbus Museum of Art. The night was a beautiful mix of art, music, people watching and conversations with old and new friends. My favorite part about this cause is that all donations received from the benefit event support the museum's creative program. Now that's something I can get behind. Remember Marketing will definitely be attending next year's event, too.

If you have any causes that are dear to you or would like to join me in a year of giving, please leave a comment below or send an email to info@remembermkt.com. Let's make positive changes together.

-Shannon P.R.

Pictured here: Shannon trying to take an artsy, nighttime photo in one of the beautiful gallery spaces at the Columbus Museum of Art.

Have a plan and the rest will fall into place

This is my first blog entry, and I am writing it only 25 days after my personal deadline. I'm sure many of my fellow business owners can relate.  Alas, the best advice I have received while trying to get my business up and running is to just do something. So here it is. My first blog post. I am SO excited to share more insightful posts soon.