Monthly Archive: March 2011

Digital Fitness Instructors: So, That’s What We Do

B. Bonin Bough is PepsiCo’s Global Director of Digital and Social Media. He’s in Austin this week for his 8th South By Southwest Interactive experience.

He asks a great question from the stage, “How do we get organizations to digitally adapt?”

“Digital fitness is the ability to adapt to changes in the digital environment. How do you do digital fitness? The same way you do physical fitness. It requires training, commitment, it requires rigor, it requires you to push beyond the point where you want to say no.”

If you’d like to see and hear more from Bough, Mashable caught up with him at the 92ns Street Y in New York City last fall.

Client Showcase #8

Portland agency, ID Branding, recently hired me to write copy for their client, Bonneville Power Administration. Bonneville supplies power to many smaller utilities in the Pacific Northwest and also provides energy efficient programming to their partners to help curb the region’s use of electricity.

Between now and next July, there’s a big push to get commercial lighting switched out to the latest, most efficient bulbs and ballasts. Bonneville created two concurrent year-long campaigns–one targeting lighting contractors and the other directed at end users who lease or own warehouse, retail and/or office space.

Here’s a look at a few of the direct mail post cards (front only) that will be going out:



Here’s a program overview piece that lighting contractors will deliver in a packet to their prospects and commercial customers:

The campaign also includes regular email updates, Web updates, leave-behinds for the contractors to use, a July-to-July calendar with key dates and more.

I worked closely with Sarah Cline and Josh Berger from ID’s design team and with Matt Neupert from the account team on this project.

You Don’t Have To Work For The Man, To Read His Playbook

Steve Strauss, author of The Small Business Bible, used to work for The Man and he believes in learning from The Man.

“The Man hires MBAs, lawyers and consultants, and those smarties come up with a lot of very good ideas. So one thing I consistently tell small business people is that we should cherry-pick the best corporate ideas we come across,” says Strauss.

To get another point of view, Strauss asked Shawn Parr, CEO of Bulldog Drummond in San Diego to outline some things small businesses can learn from big businesses.

Parr says:
1. Be amazing at execution.
2. Be strategic and forward thinking.
3. Don’t lose touch with your customer.
4. Hire the best.
5. Study their motives.

Regarding his first point, Parr says, “It’s especially important for early stage companies to be deliberate about planning the journey – from development to sale to satisfaction, and to figure out what steps are needed to get there.”

Amen. And let’s hope figuring out the necessary steps includes the creation of marketing plan, even if it’s more draft than plan. Early stage companies tend to be very operational, so it’s not easy to halt, and refocus on marketing, but how customers experience the product or service is almost as critical to the enterprise as the product or service itself.

via: American Express OPEN