Getting the mob done: 6 reasons why flash mobs work.

Let’s pretend for a moment, that you’re walking down the street… maybe you’re downtown, and you want to go buy a sandwich for lunch. And then, with no notice, you hear Party in the USA blaring from behind. You tell yourself it’s probably just a high school concert, and you keep going – you’re hungry! Then, all of a sudden, you hear gasps! You see crowds forming! You turn around to find 200 people dancing in formation. In street clothes! What the heck is going on? Forget that turkey-bacon club…this is entertainment at its best, and you can’t wait to see what happens next.

You’ve just witnessed a flash mob.

A flash mob is a large group of people who assemble suddenly, perform a random act (like a song or dance) and then disperse. The point is to get attention, raise awareness and most of all, be remembered.

Oh, wait. That’s what you try to achieve with your marketing campaign.

Maybe it’s time to take this crazy trend and put it to good use. Here’s why:

1. The element of surprise. Nothing gets people to pay attention more than when they’re caught off-guard – they can’t help it! A flash mob is exciting and hard to miss, and passersby won’t hesitate to stop and stare. Kind of like when Snooki is doing… well, anything.

2. The viral effect. People that witness a flash mob are not going to keep quiet about it. They’ll tell their co-workers, their friends, their family… and they’ll keep telling it for a long time because the experience is unique and impactful. People will talk about it on Twitter and Facebook, they’ll post pictures online and videos on YouTube, and before you know it, your message will have spread faster than celebrity gossip.

3. Media attraction. With a subtle heads-up, the media will be there to catch all the action. People love to hear fun, light-hearted stories about their neighborhood, and the media can’t resist. Flash mobs provide an opportunity to get a post-stunt interview and to get noticed on TV, radio and in local (maybe even national) publications.

4. Creativity points. We always say that using unconventional, progressive marketing tactics showcases your company’s willingness to do the same with your product or service. Inspire your customers with your sense of adventure, and they’ll look view your business as forward-thinking and innovative.

5. New audiences. With all the attention you’ll receive from media, on-lookers, gossipers and social media-lites, there’s no doubt you’ll reach tons of new potential customers and supporters. And with this kind of introduction, you are sure to remain top-of-mind.

6. Gone but not forgotten. If you witness a flash mob, you’re not about to forget it. And if you hear about it, you won’t either. It’s a compelling story to tell again and again, and while other companies may rely on over-looked ad placements, you will have made your mark forever.

There’s no doubt about it, you’ll get attention. You’ll get some press. And above all, you’ll get street cred.

We can’t tell you when, and we can’t tell you where, but the Sheep will be assembling soon! Expect the unexpected.

Good and good for you.

Let’s get one thing straight. We are not telling you to start a charity or get involved with one for the sake of publicity. That is wrong and will inevitably come across as disingenuous and sleazy to your customers. Don’t do it. But, if you are a business owner with a little bit of heart and a passion to help others, doing some good will definitely… do you good.

The key to using your company as a conduit to helping others is to pin-point what skills and resources you already have. As a business owner, this should be easy. Let’s say you are an artist. You have a talent (painting) and resources (paint, brushes, discounts at art supply stores).

Next, you need to determine what you are passionate about. Maybe it’s animals or the environment or human rights. Let’s say you pick child abuse as a cause that’s always inspired you.

Finally, you’ll need to connect the two. Your organization could involve painting murals on the walls of a half-way home or collecting local artists to teach children to express themselves through art. It could include gathering real paintings that these children have made about abuse and their feelings and putting together a book. The extent to which you elaborate your plan is up to you, and most likely determined by your spare time, funds and tools. Keep in mind that it doesn’t have to save the world – a small difference is still a difference.

Once you’ve established your role, it will be important to share the story. For one, it will help you reach out to others who may need your services. Secondly, letting your regular customers know that they are working with someone who cares will give them confidence that your business is upstanding. Wouldn’t you rather support a company who gives back over one who doesn’t?

One perfect example of this is Tide with their “Loads of Hope” campaign. They took what they had (laundry detergent!) and created mobile laundry stations to help people struck by natural disaster. Tide has long been considered a leading brand, but to solidify itself in the detergent market, it had to become more than just a product – it needed to become a BRAND that cared about helping other people. And instead of donating large sums of money, they have been able to actually increase the standard of living of many estranged victims.   

Another example is Liz Claiborne’s “Love is Respect” campaign spreading awareness about teen dating abuse. Liz Claiborne has used high visibility fashion events (something they were already well equipped to handle) to raise money for the cause and created an online chat platform for real teens to use for advice and counseling. Liz Claiborne may be a brand we associate with our mothers but they have been able to reach a new audience and make a huge impact at the same time.

And then there’s the “Haagen-Dazs Loves Honeybees” campaign which is again, kind of perfect. Haagen-Dazs is no doubt a strong brand with a delicious product… a product that only loses out to healthier alternatives. But the fact of the matter is, if you fall into the category of people that CAN resist a tasty treat, it probably would take something as simple as saving honeybees to change your mind. Plus, this campaign enhances their already “all-natural” brand motif, and it does in fact, help the bees. Win win.

So think about what your company can do to make a little difference in the world, and do it. Tomorrow is Earth Day, so there’s no better time than now. And if you’ve already started something, share below in the comments! We love to hear stories of success.

 

It’s that time of the month… for another blog post.

It’s pretty safe to say that among the worst breeds of commercials and advertisements, tampon and other “feminine product” spots take the cake. And, we know it’s pretty uncomfortable to read a blog dedicated to the issue, but we’re all grown-ups here (mostly), and there’s a lot to be learned.

We bring this up because Kotex has recently launched its “Anti-Tampon-Ad Campaign,” to polarizing reviews. Their new ads spotlight the ridiculousness of the glorification of menstruation, the euphoric feelings that apparently accompany it, and somehow, the need to constantly wear tight white pants, which is downright absurd (the pants, not the parody).  They make some valid points that are not only relevant to this genre of advertising, but advertising across the board. They also point fingers at those agencies that select “racially ambiguous” spokespeople and determine every aspect of an ad based on the responses of focus groups with the attention of appealing to everyone. In the end, the ads appeal to no one.

Commercial spot #1 

Commercial spot #2 

Some critics think the ads are trying too hard to be edgy, and that attitude is off-putting. We think these people should not take themselves or their tampon ads so seriously. Yet others say they’re not trying hard enough. Instead, they insist the ads are no better than the previous whimsical, sterile and vague commercials of their competitors because, instead of actually detailing the benefits of the products, they are using a different form of distraction to avoid the uncomfortable subject matter.

Here’s the thing: in the tampon market, there just isn’t a whole lot of room for product differentiation, and no amount of touting the absorbency and comfort of a piece of cotton is going to change that. So sure, Kotex isn’t making any REAL points about the quality of their tampons or why someone should choose their box on the fluorescently lit shelf. ANYONE who has bought tampons has tried to make the purchase as FAST as possible – trust me guys, we’re not reading the bullet points on the package in the middle of the store… “Oh look! This one is made from 25 different absorbent fibers!” No. Nobody has ever taken the time to learn about the 25 absorbent fibers.

And THAT is why this ad campaign is pretty effective. Without explicitly sharing the process by which the tampons work (gross!), these ads manage to be honest and sincere, and if nothing else, they are certainly memorable. And when you’re making a 15-second purchase decision, as a tampon company, your best bet is staying top of mind.

So what’s the take-away here? If your product is in a market that doesn’t really offer anything different from your competitor (pizza, dog food, chewing gum, toothpaste…), your ads don’t HAVE to be informative. They just have to be the best. And if you do have something to say (as in the Apple ads comparing Macs to PCs), you do have to take it a step further and not only explain why your product is better and unique, but also remind your audience that it exists. As always, think about what your advertising is trying to achieve, and the solution is usually pretty simple. PERIOD.

So many, many reasons they're so mmmMMM fooled.

We recently came across this article in the Wall Street Journal discussing the Campbell’s Soup brand and the company’s attempt to redesign the packaging of their iconic soup based on extensive neuromarketing research using biometrics, eye-tracking systems, video and special vests that monitor the moisture in the skin.

Before we get into this, can we just take a moment to say, “REALLY!?!?” Campbell’s, just a reminder… you are selling soup. Soup! Whoever is doing your market research is ripping you off.

So, why would anyone go to all this trouble to monitor the heart rates of prospective customers as they select a can of soup? The answer is that they’re probably influenced by big words. Neuromarketing is a field of marketing dedicated to the chemical reactions taking place in the brain and the resulting emotions and responses elicited by them and how that affects purchases. It’s very fancy, but it’s also a little outrageous.

We’re not saying that “neuromarketing” is without merit or that we don’t believe in science. We do! Science is good! But measuring the rate of change of the dilation of your customers’ pupils is a little extreme if not invasive. If you really want to find out what your customers want, put yourself in their shoes and think logically.

If you read the linked article, you’ll discover that after all this research documenting the physiological minutia of their customers, they decided to redesign the label based on their results. And what happened next? Nothing. If you don’t extrapolate the data in terms of REAL emotion, your experiment is incomplete, and this research failed to attribute any emotion to the data. In fact, the article states that most people hardly blinked an eye when making a decision. Duh. Choosing between chicken noodle and chicken with stars is hardly monumental. Canned soup isn’t bought to eat that day – it’s to eat later when you’re out of everything else and you want something warm and easy to make.

So how do they make their brand more emotional and get people’s attention? First of all, they need to run a campaign that gets customers to stop and think about soup. People eat soup all the time, so why not Campbell’s? Maybe they should have events at schools for parents and children or become more active on social media, interacting personally with real life soup shoppers. Or, perhaps, they should run a Campbell’s Soup kitchen (in a high-visibility area) for the less fortunate and show their dedication as a brand to the community and their longevity in the industry… or even target college campuses! We came up with those ideas in literally 15 seconds. And if they’re already doing these things (I do know they have an active Twitter account and feature some of their product lines on YouTube), perhaps they’re not doing it the right way. Social media doesn’t work alone, and neither do charity projects – it takes media relations, a fresh approach to advertising and in-your-face, hands-on interaction with customers. With real thought and effort, we bet they could find a multitude of ways to achieve this goal – all for less than it probably costs to analyze someone’s perspiration.

Changing the label at this point will only ostracize those customers that do identify with the Campbell’s brand (and after Andy Warhol, who doesn’t?). Harness nostalgia and make a noticeable, real impact with customers, Campbell’s, and THEN you’ll see results.

Bottom line: Instead of analyzing brains, just use one. Sometimes the most obvious solution is the best one (Occam’s razor)… that’s science. 

Taking the edge off

If you’ve been following Black Sheep on this blog, Twitter or Facebook, you’ve probably noticed that we are constantly pushing our clients to be “edgier.” The problem is that the definition of that word is often lost in translation… or misinterpreted…  We’re not quite what happens, but it’s not good.

So today, we’re setting the record straight and perhaps, coming up with a better word.

What do we REALLY mean when we say “edgy”?

Unique. We mean that an edgy campaign is one that hasn’t been seen, replicated or served as a template in a marketing 101 textbook since 1992. (Got Milk? campaign copiers, we’re talking to you). There’s something to be said for recognizing quality work in a competitor and striving to emulate it, but that hardly works. Be first, and let the others copy you. However, finding inspiration in vintage works, or putting a fresh spin on something old can be just as worthwhile. Whatever you do, make it your own.

Unexpected. Whether it’s the timing, location or the execution of an event or campaign, choose parameters that aren’t typical, and you’ll get more attention. That doesn’t mean it has to be scary or vulgar – just a surprise that makes people look up from their text messages and pull out their earbuds for a few minutes.

Clever. If you’re brave and ready to do something different, realize that it still has to be meaningful – not just off-the-wall. If it’s silly, put some thought into it and make it genuinely funny. If it’s sexy, make it really smart. Every bold element must be balanced with enough intellect to ensure the audience knows you’re not trying to be offensive, mean or crude.

What are we NOT saying when we say “edgy”?

Profane. We’re not against throwing around a few “bad words” every now and then, but it has to be appropriate, and it can’t be rude or angry. The test is pretty simple: would you say it or show it to your grandma, your co-workers and in a job interview? If you wouldn’t, then it’s probably not okay. Keep in mind, though, that just because it may not be something your grandma totally “gets” or would put on the wall of her home, it doesn’t mean it’s necessarily inappropriate for your audience – you just don’t want her to cringe at the sight of it.

Gratuitous. Silly for the sake of being silly. Sexy for the sake of being sexy. Gross for the sake of being gross. Yes, it might get attention, but if there’s no substance, that attention won’t get results.

Grungy. There’s no specific look or feel for something to be edgy. Hip and up-to-date can be a lot of different things, so your look doesn’t have to look dirty or unkempt. Just awesome. J

So what’s a better word for “edgy”? Hip? Progressive? Current? Witty? Whatever word resonates with you, use it and live by it. Your audience will thank you.

The greatest Road Show on earth.

If you follow Shear Creativity, you already know that Black Sheep Leader of the Flock Aimee Woodall is constantly seeking adventure. She’s always like, “Hey sheep, when are we gonna take an adventure?” and we’re always like, “Stop bringing in so much awesome work, and we’ll go.” But she never does that. Dedication – it’s a bitch.

Fortunately, she took it upon herself, as she often does, to find her own adventure, and it begins April 1. She and fellow rebel Jayme Lamm (from Charity Chicks Houston) are embarking on a ten-day road trip traveling from Houston to New York City. Sure, AW lives for wacky stuff, but this is no selfish endeavor. The project called Road Show is happening all in the name of The Jed Foundation, a national organization committed to the awareness of teen suicide prevention, and that’s serious stuff.

As they travel, they’ll be stopping along the way, interviewing people and talking to them about suicide prevention. The founder of The Jed Foundation, a father whose son fell victim to suicide, feels the best way to make a difference is to ask people “What’s on your mind?,” a question he wished he had asked his son more often. At the end of the trip, they hope to have gained some insight and opened the lines of communication for people everywhere.

 On top of seeking answers and spreading awareness, they’ll also  be performing hilarious tasks and raising money for the cause. While actively communicating the whole way through Twitter, Facebook and their blog, roadshowblondes.com, they will be seeking tips and suggestions from fans about what prank to pull next, and they’ll be taking bids from people who want to support them. Some of the items they’ve already discussed include milking a cow, dressing outrageously, dancing in the street with strangers and hugging a sheep. And that’s really funny stuff.

How will it work? For instance, the girls have put skydiving on the list of activities they’d be willing to do – FOR A PRICE. So, if you, the general public and loyal fan base, decide you’d like to see them parachute through the air, put your money where your mouth is, and pay them to do it. Of course, all collected bids will go straight to The Jed Foundation.  

All in all, it’s a pretty fun, creative way to help people and affect change. If you’ve got the desire to make a difference, you can. We don’t mean to sound like an inspirational cat poster. But, if you want your company to get on the map, sometimes you have to get behind the wheel and be a driving force. Maybe you need a brand make-over or campaign that does more than talk about your “great customer service” and “solutions.” Maybe you need to get your company on social media and strike up a conversation. Or, maybe you just need to do something for a good cause and help someone else out. Whatever it is, we hope this Road Show inspires you to do it.

We’ll keep all of you posted on the latest with Jayme and Aimee, but that doesn’t mean you have to wait until they hit the road to get involved. Let us know what you think they should do and where they should go in the comments below or on their blog site!  AND, be sure to follow them at @aimeewoodall and @roadshowblondes. See ya on the road

Get into characters.

Think about some of the most memorable marketing campaigns. Jack in the Box, Geico, Frosted Flakes, Joe Camel, RCA, Keebler, Kool-Aid, KFC, Energizer… we could keep going and going. This incomplete list spans industries, decades and audiences, yet each one of these campaigns has something in common: a character. And, silly as they may have been, those characters made products with no real differentiation in their market into a household name.

We would love to have seen the pitch for the Geico cavemen. And the one for the Energizer bunny. It probably went something like this:

“You see, we’ll have a pink bunny toy with a drum that just won’t stop because Energizer batteries last so long.”

Dead silence.

And we don’t blame that board room full of execs for being nervous about representing their line of batteries with a ridiculous toy. But more than that, we applaud them for giving it a shot and recognizing the potential that idea had. In fact, if that bunny were still around today, we bet it would have its own Twitter account and Facebook fan page, its own website and a project whereby consumers spot the bunny and submit their photos of it to the company’s Flickr account.

Marketing “mascots” are ripe for social media and perfect for today’s consumer, someone that wants to connect with their purchases and has a strong understanding of comedic irony. We’re not saying EVERY brand should have a mascot, but having one does provide ample opportunity for creating top-of-mind awareness for your brand without forcing a message down your audience’s throat. It would have been way less effective if Energizer had commercials showing dead batteries being replaced with new ones. Batteries are boring – they NEEDED a bunny.

If you’re considering a mascot for your brand or someone else’s keep the following tips in mind.

1. Create a likeable character. Your character doesn’t need to be perfect or embody every positive attribute you see in your company. It should be an overall good person/animal/alien/robot/whatever with a few flaws or struggles that add to its personality. Maybe the character isn’t the brightest or maybe it can’t run very fast or maybe it has a weakness for ice cream. In some way, your consumer must identify with it.

2. Develop the character as much as possible. Like we said, give it a Facebook page and a Twitter account… give it life! If you want your audience to connect, you have to make sure you’re reaching them in a multitude of ways. This is especially important for your company because your mascot can reach people in ways your company can’t.

3. Develop it some more! We created our Dr. Paid character for PFS Group, and he has an entire back story – and his own (fake) non-profit organization for cat obesity. We know that he loves bagels and also accounts receivables. Jack from Jack in the Box also has an extensive personality, and his triumphs and failures have been documented through clever advertising and social media. Jack essentially has nothing to do with burgers, but he is a major reason people love that restaurant.

4. Give it time. Don’t create a character and then get rid of it. Like people in real life, your customer will have to get to know your mascot, so don’t be discouraged if they don’t fall in love right away. If you actively exploit your mascot and promote him, the fans will come… and so will the revenue!

So, speaking of mascots, Black Sheep has one too. It’s… you guessed it… a black sheep. But this poor sheep doesn’t have a name! That’s where you come in. Help us name our sheep and in return you get a $100 Apple gift card AND a reserved place on our Black Sheep website (launching soon!). 

UPDATE: Some of our lovely followers pointed out that the Energizer Bunny does indeed have a Facebook page and Twitter account. Our point is again, proven. :) Thanks for the hint! 

What does Twitter have to do with Margaritas? Find out for yourself.

You’ve heard us proselytize the importance of Twitter since the inception of Black Sheep. Heck, Leader of the Flock Aimee Woodall has already been named 2^nd most influential Houston Tweeter and ranked #5 in the advertising Shorty Awards, a Twitter-based contest held nationwide. No big. We’re kind of big nerds about the whole concept because we’ve seen how it can truly affect business and networking.

As it turns out, we are not the biggest nerds out there. At least as far as Twitter goes.

A Harvard Business Review blog discussing a new wave in Twitter, an ability to study Twitter data, has emerged, and its frickin’ cool. If we didn’t have so much work to do, we could probably play on these awesome programs all night, both for pleasure and for actual insight into trends, opinions and effective word choice.

For example, Twitter Venn takes three different search terms. We used salsa, Houston and restaurant (because we’re hungry), and surprisingly, while many people are using those terms individually, there is very little overlap. Why aren’t restaurants in Houston with great salsa talking about it? This is an important question! We then tried “margarita,” “salsa” and “chips” and got very similar results. In fact, only 3.1 tweets/day contained all three search terms. What? Someone needs to start discussing these topics. Now.

Then there’s Twitter Spectrum. This nifty little program takes two words and lists all the words commonly associated with those terms and also those words commonly associated with both. We chose “cocktail” and “wine,” and, as though it were a message sent from above, the middle terms (showing the most commonality) were “need” and “food.” EXACTLY.

Twitter Stream takes two terms and shows the frequency of two terms and their associated words over time. Again, for whatever reason, we chose “food” and “hungry.” The results showed a remarkable amount of “need” and “LOL” with peaks at about 5:30 pm. At this point, we are still hungry, not laughing about it, but still pretty amazed by these sites.

So beyond the dork factor, what’s in it for you? Well, if you have a business, it’s an interesting way to monitor public opinion. Type your business’ name and find out what pops up along with it – if it’s positive, great… if you have peaks and trends with the word “suck” and “loser,” well, you need to work on improving whatever it is you do. It’s also a nice way to gauge your Twitter presence. Keep in mind this is an international perspective, so you don’t need millions of dots on your Venn diagram. But, you can compare your rates to your competition’s or your Twitter idol’s and see how you match up. Furthermore, you can learn something new about your market. If you sell bananas to monkeys in Hawaii, plug those terms into these programs and notice the other terms that appear. If words like coconuts and chocolate pop up, and you’re NOT selling chocolate and coconut-covered bananas, you may be missing out. *

Explore these Twitter data sites and let us know what you think! Are they helpful to you? What did you learn? Share with us in the comments below!

*We don’t know for certain whether monkeys can eat chocolate, so please take caution! 

Black Sheep Identity Revealed!

Last fall we discussed some of the worst logos to hit the highway. Most of them were rebranded from older, more dated looks into something that looked like they were generated by robots. Inexcusable.

That being said, we know how difficult it can be to nail down an identity. Creating our logo design over the past few months has been exhausting! There were so many things we wanted to say with one little image: we like to create awareness through a handmade, grassroots approach, we’re edgy but not angry, we’re trendy, but here to stay… the list could go on and on. So many designs came through our door, but nothing said it all.

Until now. Drumroll please….

TA DAAA!

What we realized is that, like most other facets of marketing, to get what we want, we’re going to have to break a few rules. Even we would have never guessed pink.

Rule #1 – Logos should be something that last forever. True… sort of. Yes, you want to create something that has longevity, but that doesn’t mean it has to always stay the same. Take a hint from Google and AOL – they change their look up all the time to fit their mood, current project or for a little extra flair. So for our logo, we have several different fluorescent color options all available with or without the black box. The ability to change things up speaks to our dynamic, unpredictable nature.

Rule #2 – Logos should appeal to your audience. Wrong. Logos should appeal to the audience you want. Sure, we could have created something that looked like a financial institution or healthcare company, but that’s not what we are, and few companies of that persuasion are likely to be open to our progressive practices (even though they should be). Our philosophy is important to us, and we’re not trying to hide it. That’s why we chose fluorescent, punk-inspired colors, lots of black and an artistic design. We’re bold, we’re rebellious and we’re creative. Mission: accomplished.

Rule #3 – There are logos with icons and logos without icons – you can’t have both. Well we just did. Because we love our name and everything it stands for, we were pretty adamant about having a sheep icon. But, combining the sheep with the typeface was overwhelming and cumbersome, so we decided to create an icon and a typeface. Sometimes we use one, sometimes we use both (strategically). Whatevah, we do what we want.

So there you have it. Take risks and make sure your brand identity is just that – your business’ personality, not what other people want it to be. Next step: business cards. Just wait ‘till we show you what we have in store for those. Many of you have probably seen our “Lost sheep” temporary cards and appreciated the cleverness, but you ain’t seen nothing yet. Stay tuned!

PS: The next Shear Creativity Social Media Shin-dig is officially scheduled for March 10 at Beaver’s. Mark your calendars for a dam good time. 

Flip the Dog: Black Sheep's Pet Cause

Sometimes what seems like a bad situation turns into something really positive. You don’t have to tell Black Sheep about that – we’re living proof. Last weekend another opportunity fell into our lap, and we couldn’t ignore the feeling that we had to do something.

Somebody one of us knows all too well had a dog. An adorable one-year-old Beagle who we’ll call Flip. And then this person decided she’d had enough with the dog. It ate her red lipstick. HORROR! Without even cleaning off the puppy, she took it to the animal shelter. She was done.

When we found out this had happened, we were devastated. Taking an animal to the pound is basically a death sentence. Knowing that no one in the company could take on another pet (we’re all animal lovers at maximum capacity), we decided to use our social media and PR powers for good and save this puppy… and help the animal shelter once and for all.

We decided to create Flip the Dog, an organization that essentially “flips” dogs.

We called the Rita B. Huff Animal Shelter where Flip resided and agreed to find Flip new ownership and help spread awareness about their cause in exchange for his life. Rita B. Huff is a great organization, and they’re passionate about helping animals, but they are overloaded with animals because they are in desperate need of a new shelter. Based on the numbers they receive, they need about 3.5 million dollars to create a new place to accommodate them. Right now, they have to put animals down at an alarming rate, and that makes us very, very sad.

So what can you do to help? First of all, check out these adorable pictures of Flip.

Then, spread the word as fast as you can and help us flip Flip. He is FREE to a good home and will be fixed on Tuesday, so please, if you’re considering a new pet, pick him.

Furthermore, if you’re feeling generous and need a “pet cause” of your own, get in touch with us and find out how you can help Flip the Dog, Rita B. Huff or another Houston-area animal shelter.

At Black Sheep, we’re rooting for the underdog.  

Follow Flip on Twitter at twitter.com/flip_the_dog and on Facebook!

The Best Social Media Week Ever

Last week, Black Sheep was on quite a roll with social media events.

On Tuesday Aimee began her Twitter training classes for restaurateurs, and it was a big success! She met face-to-face with several Twitter newbies at Dessert Gallery (thanks, Sarah!) and discussed the ins and outs of social media’s hottest platform. From how to start an account, to different ideas for content and how to promote without being salesy, all the basics were covered. We hope the class was effective for all those in attendance, but we learned a few things ourselves in the process. Our “students” asked some good questions!

For instance:

What are the best Twitter apps for Blackberry? Admittedly, we’ve focused on using an iPhone, so this was something we definitely needed to explore. We’ve discovered that TweetGenius and UberTwitter are a couple Blackberry TweetDeck alternatives, so check them out and let us know what you think. Also, the blog CrackBerry is an awesome resource for up-to-date coverage of apps and secrets for your phone.

How do I elect to follow someone from my phone? Another good one. There are few short-cut text commands to know – just send them to 40404. Example: to follow @shearcreativity from your phone, text follow shearcreativity. You can also text get shearcreativity to view the most recent update and or simply on to turn phone updates on.

How do I add the Twitter widget or button to my blog? On your home page, scroll down to the bottom and you’ll see the word Goodies. Click on that and it will automatically give you the necessary code to insert a button or widget into your blog or website’s html code. Copy and paste, and you’ll be good to go!

In addition to our class, we also had a resounding success with our Social Media Shin-Dig at Yelapa. Thank you to everyone who came out partied WAY too long and to the AMAZING folks at Yelapa for helping coordinate a fantastic event. These get-togethers are definitely going to become a recurring feature on our calendar. What’s even better, though, is that it totally proved the power of Twitter. We met so many people we felt like we knew since childhood but had never spoken to IN REAL LIFE, and it made our network that much tighter. Twitter doesn’t have to be an anonymous marketing tool – it has the potential to create meaningful relationships and unite people that we would have otherwise never met. We live in the 4^th largest city in the country – we can use all the help we can get!

But you know what would make this week even better? If all of you would vote for Aimee for the Shorty Awards –

she definitely deserves it for paving the way with her social media savvy, so PLEASE give her the props she deserves. Now.

If you missed out on our events this week, don’t worry! This is only the beginning! To get regular updates, follow us on Twitter and Facebook.

Writing the wrong way is sometimes right.

In blogging, copywriting and just about any other medium of writing besides research papers, the most magnetic prose are not always the most correct. Captivating, readable writing depends on a conversational tone, a penchant for irony and a relaxed attitude – not necessarily avoiding sentences that end in prepositions. In school we learned so many rules to follow, and we shouldn’t ignore them. But to be better writers, we have to know how to appropriately break them. So get ready for detention because we’re going to share our secrets for bold writing… The Elements of [Rebellious] Style.

Punctuation. When you have something to say, punctuation can be one of the best ways to show inflection. We’ve often been told to avoid overusing exclamation marks, and in most cases that’s true. However, using them IRONICALLY can be funny. Think of it as being excessively dramatic for comic effect or using a funny voice when you’re speaking out loud. Punctuation can also help you pause (using an ellipses…) so your readers will hear the words as though they were intended. When you write, establish a voice and let the punctuation follow suit. EXCEPTION: Under no circumstances should you EVER end a sentence with more than one exclamation, especially if it is on a billboard or another printed piece. Blogs are a little more relaxed, but again this should only be practiced ironically.

Spelling. You should never misspell a word in a stupid way. Ever. It only makes YOU look stupid. But, sometimes manipulating words can give them more emphasis. For instance, if you were trying to convey a different accent, a drawn-out WHHAAAT? or an unusual pronunciation. TIP: Capitalizing the entire word can help with this practice too. Just please, use spellcheck on everything else. Please.

Paragraphs. You remember the rule – a paragraph should have 3-5 sentences… a main idea sentence followed by supporting sentences. That’s great for standardized tests in fourth grade, but it’s not the way you should be writing.

Break things up.

Again, this allows you to emphasize points and it keeps your readers engaged. Visually writing says to your audience, “This guy planned what he was going to say in a clever way.” And it makes your copy look less daunting. So don’t be afraid to have a lone sentence or even a lone word out there. If it’s intentional, then it’s driving home a message.

And that brings us to our last rule you should be breaking.

Write in complete sentences. You don’t speak in them, so why have to write in them? You don’t. Short one or two-word sentences can be very powerful when used correctly. Just because you’re lacking a complete subject or predicate doesn’t mean you can’t contribute to a thought or idea in a way that gets attention.

So go ahead. Break rules but be smart about it. Your writing will improve and your readership with flourish. And, if you’re interested in books that expound upon how to be a sassy writer, we recommend Spunk & Bite by Arthur Plotnik and Here’s the Kicker by Mike Saks. They’re funny too!

Once upon a time in India

[In this series of posts, Leader of the Flock Aimee Woodall recounts her two-week trip to India and the lessons she learned along the way.]

We drove for hours and saw nothing but sad little villages and scrawny dogs against a dreary, provincial landscape. It was worse than a Sarah McGloughlin commercial.

And then, out of nowhere, it appeared. The Taj Mahal. It’s so astounding to see the only word I can think to describe it is… Taj Mahalian. I guess it’s one of the eight wonders of the world for a reason, right? 

We didn’t use many guides on the trip because I’m not the touristy type, but I’m glad we decided to this time. The structure is one of the most beautiful, captivating and giant things I’ve ever seen.

But the story behind it is even better.

The Taj is actually a mausoleum built by several architects, but commissioned by a guy named Shah Jahan who was also an emperor during the 1600s. So Shah Jahan was married to his third wife and she gave birth to their fourteenth son, but things didn’t go well. Before dying she asked the emperor to make four promises: 1. Build the Taj, 2. Marry again, 3. Be kind to their children, and 4. Visit her tomb on the anniversary of her death annually. Our guide pointed out that he only did the first two.

So he builds the Taj, and it’s quite a strenuous affair… lots of death and corruption and all of that. But that’s beside the point because he was truly passionate about creating a site that matched his eternal, undying love for his wife. Throughout the tour our guide frequently noted special motifs and designs that symbolized this infatuation. Even the white marble, which changes colors in different lighting, is meant to represent the fluctuating moods of women throughout the day. Whatever that means.

Then, once that was built, the emperor wanted to build a matching one for himself (in BLACK! woot woot!) on the other side of the river so that they could always be facing each other, which is pretty sweet. What’s not sweet is that his son killed him before he could do it. Bummer.

If you take away the madness and murder, you get a lovely, romantic story that’s pretty inspiring.

But if you take away the story, it’s kind of just another building. It’s pretty, but it’s a building.

And that got me thinking. Something so great is just so much greater if it’s got a story behind it… something passionate and entertaining that gives it a real personality. And I think the same could be said for a great campaign.

For your next campaign, consider creating something that represents your company or service. A character or maybe several and the world they live in… a world that revolves around whatever it is you’re selling. It makes it memorable, fun and more than just another ad in a magazine.

Black Sheep has used this strategy for numerous clients… PFS Group has rapper Dr. Paid (and several fabricated magazine articles and albums), Gugliani’s has the Gugliani family, and The Drinkery has a group of “regulars” that we think might have set the wheels in motion for Jersey Shore. And some of the best national campaigns do it too – Jack in the Box, Geico and if you want to go vintage, RCA’s famous dog campaign. It’s all about connecting emotionally with your audience and creating memories.

And if that guide was making that story up, I don’t want to know, because to me the Taj Mahal is sort of a real life fairy tale. Minus the creepy ending.

I hope you’ve enjoyed the stories about my trip – and learned something too! Share your travels and adventures with Black Sheep… we’re always looking for a new place to explore.

Over and out,

AW

Go Boldly Where No Sheep Has Gone Before: Adventures in India Part 2

[In this series of blog posts, Leader of the Flock Aimee Woodall recounts her two-week trip to India and the lessons she learned along the way.]

Before I left for my trip, I was frequently asked, “Why are you going to INDIA?” My usual response was something along the lines of “Because I’ve always wanted to,” which never seemed to satisfy the skeptics. But that’s the truth. I’ve been many places in this world and stretched my comfort zone, and I wanted to do a little bit more.

And when I got there I took it another step forward.

When clerks in the market put their feet down and insisted it was their final offer, I gave them MY final offer. And I came home with four amazing Indian tops for less than 8 dollars.

When I was repeatedly told, “Don’t hug that camel,” I did it anyway. And it didn’t bite me. (Perhaps, little man, the camel just doesn’t like YOU.)

When they firmly stated, “Don’t touch the monkey,” OF COURSE, I was going to touch it. And hold its hand. And dance with it in the street.

In case you haven’t noticed, I dance to my own tune on a regular basis… monkey or no monkey… and my life is better for it.

But even for someone like me who consistently pushes the envelope, India was inspiring. The people, the buildings, the culture… heck even the incessant honking in traffic encourages bold attitudes and vibrant mindsets.  It’s pretty safe to say that in a place that houses the Taj Mahal, it pays to “go big or go home.”

Bedazzled, brightly colored clothing. Spicy foods. Loud voices. Flying kites. Elephants. These things resonated with me and confirmed my belief that we should all strive to get noticed by amplifying our assets and taking risks. Clients, I’m talking to you.

Doing things beyond what we know and trust can be scary, but it’s TOTALLY worth it. I came out of what could have been an uncomfortable situation, spending two weeks half a world away in a country whose language I don’t speak, with more confidence than before. And you can do the same with your business.

Today, it’s almost the New Year. So try something you haven’t before. If you find yourself saying “We’ve done it this way for 15 years…” I urge you to reconsider. If you think your image is should be “corporate” and follow the formula of those before you, think again. If you’re more comfortable doing something because it’s conservative, don’t do it. In marketing, the goal is to make your business memorable, and to do that, it’s going to take some pizzazz, some sparkle… and maybe an elephant. The results could be HUGE.

Happy New Year, everyone!

-AW

One little, two little, three little India posts

[Editorial note: Black Sheep Leader of the Flock, Aimee Woodall, took a two-week trip to India in search of business inspiration and personal affirmation. Over the next few weeks she’ll explore her discoveries on Shear Creativity. Enjoy!]

I embarked on this trip with nothing but my die hard, love-and-live-what-I-do attitude and the determination that the next two weeks would be a completely profound experience. My 15-hour flight provided ample opportunity for me to contemplate the possibilities and make plans to seize every ounce of value from this exploration, but nothing could prepare for what would come. This account of my experience is a compilation of a complete absorption of a place I could have only imagined in my dreams – every observation – every sight, sound and smell (okay, I grew tired of the smells pretty quickly) is here, and I hope you gain as much insight as I did. Besides having one of the most incredible trips of my life, here’s what I learned:

My experience: It's the little things that count.
Business translation: Small, sweet gestures can make a big impact.

I knew going into this I would witness the kind of poverty I’d only seen in National Geographic magazines and documentaries. Yet, what I found was so much more than I expected. Street corners were filled with beautiful wide-brown-eyed children begging for food, and even as I acquiesced with rupees here and there, I knew I couldn’t rescue them all… or even one of them. BUT, what I could do was make them happy. So, instead of giving them money that they then passed along to someone else, I bought a bag of caramels and gave them pieces of CANDY instead. And you know what? I’ve never seen a happier child! I can’t imagine a more rewarding experience than bringing a moment of joy to a little kid who has seen so few times of pure exhileration in his life. I’ll never look at candy the same way.

LESSON: Give them cake. Or candy or maybe just a phone call or note in the mail to let them know how you care. I’m talking about clients. While we may get paid for our big ideas and grandiose presentations, it’s showing that we are aware of their feelings and share in their triumphs and letdowns that solidifies a relationship. Sometimes it’s just the little things.

My expereience: I’m not hungry, but I’ll eat.
Business translation: They don’t need it, but if it’s good, they’ll buy it anyway.

When I left for India I thought I was in trouble. I’d had Indian food in Houston a couple of times, but never really enjoyed it. And I love nothing more than food and eating. So how was I going to get along for two weeks? Would I enjoy the food – or have a constant rumble in my belly? Ohhh, quite the contrary. While some may have worshiped at the temple, I was worshiping the food. Even sitting here writing this blog I’m craving it and wondering if there’s anything on this side of the Pacific Ocean that will remotely compare to the things I devoured in the east. Parathas. Samosas. Biryani. Dal… I could go on and on. I ate (I guess this is not entirely unusual for me, but still) even when I wasn’t hungry. Just because the food was SO. DAMN. GOOD. My fellow travelers learned not to bother asking, “Are you hungry?” because the answer, I assure you, was always, “I could eat!” And I did. I’m pretty sure I should have been charged extra for the weight I carried home on the plane.

LESSON: The point is that a good product or service can become addictive. Maybe you don’t even NEED it, but it’s so freaking good you can’t pass it up. And that’s the goal of any good marketing campaign. Make them believe they need what you have to offer through expertly phrased copy and carefully executed public relations tactics and advertising, and your audience is sold. Conversely, it’s often a struggle to convince potential clients that marketing is necessary… many times they think they can handle it themselves or want to have total control, but in reality, it’s best let the professionals do their job. You’ll see.

My experience: I can now sing three songs in Hindi.
Business translation: Repetition creates memories.

There’s very little American television in India, which was probably for the best. I didn’t spend much time with the tube on. But, when I did… just for the sake of noise and “entertainment” while getting ready to leave the hotel, or while attempting to sleep off the jet lag… I noticed something. Indian producers (at least on the channels I was watching) run the same content over and over. And over. Whether this is their choice or the Bollywood folks’ footing the bill, I’m not sure. Probably the latter, but regardless… There are three Bollywood flicks playing (or soon debuting): 3 Idiots, Rocket Singh: Salesman of the Year and Pyaar Impossible. And I know each of the trailers and music videos by heart – because I saw them probably close to 350 times during my two-week stint. I don’t speak a lick of Hindi (well, maybe six words), but I can sing you three songs and a recite a few catchy movie trailers start to finish. And, with my Texas accent, it was quite humorous for the locals. What can I say? I was meant for the stage.

LESSON: The obvious take-away is that there’s something to be said for repetition. I mean, I have no intention of seeing those movies, but I sure as hell can tell you about them. And, like it or not, that’s good advertising. Keeping it catchy… maybe even annoying and, if you’re lucky, funny… so much so that it sticks in their heads and won’t let go. That is the key to any great campaign. Go for it! Find something latches on to your customers, and repeat!

Next week I’ll continue with more of my India life lessons, but for now, enjoy the holidays and consider what I learned on my trip. Another lesson to keep in mind: hand sanitizer. Until next week, over and out.
-AW

It's the most wonderful commercial time of the year

Trees. Decorations. Food. Families. Traditions. Carolers. Peace. Of course these are all important parts of the holiday season. But, amidst all the hustle and bustle, we can’t lose sight of what’s most important.

Presents.

And really, we wouldn’t have presents without something even greater than all of that.

Commercials.  How would we know what to buy?

Holiday advertisements are like the marketing play-offs leading up to the Super Bowl of television commercial airing, which is, of course, the Super Bowl. It’s the time for all retailers far and wide to spread their message, show their potential customers how their products will add meaning and romance to their holiday and remind us all how important it is to make lots of purchases.

This year is no exception. In fact, we’re pretty impressed with quite a few campaigns going on right now.

GAP – Gap has always had a knack for seasonal promotion, and their ads really haven’t changed much over the years. What was once flat-front khakis is now plaid button-downs, but they’re basically still the same people dancing around an empty room. Only what’s great about this year is the ‘Holiday Cheer’ theme they have going featuring actual holiday cheers. You know, as in CHEERleaders. It’s clever! They even have a cheer factory and few viral videos which are pretty great. Maybe we’re a sucker for rhymes, or maybe we just like organized dances and those adorable little girls with boots. Whatever it is, it’s a great way to sell holiday spirit without the sap.

TARGET – It’s hard to put our fingers on what makes these ads so fantastic. It’s just dry humor and awkwardness at its best. No cheese. No predictable storylines. And yet somehow they get their point (save on  gifts at Target without sacrificing quality) without sounding pushy, saccharin or irritating. This is truly a modern, funny campaign.

LEXUS – Normally we hate car commercials. They tend to be over-glorified, unrealistic and pointless. But the December to Remember campaign is pretty good. It’s sentimental without being TOO mushy, and the videography is interesting. It’s just a nice holiday commercial that speaks to the brands class and elegance.

BURGER KING – This one is phenomenal. Recognizing that no matter how great their food is, nobody wants a cheeseburger as a gift, they are suggesting you give them to the people you care about LEAST. There’s nothing we appreciate more than a company that doesn’t take themselves too seriously, and this takes it to a whole new level. Loves it.

And then, there are the losers.

Jewelry commercials – It’s been said before, but these are the worst. Kay…  Zales… whoever else is out there that makes diamond-studded heart-shaped necklaces. Stop. Your products are dated and so are your commercials. You’re going on the naughty list until further notice.

Do you agree with our holiday commercial assessment? Do you have any other favorites or naughty list contenders? Let us know!

5 things Black Sheep did this year that we’ll probably do again next year

Everyone knows about New Year’s resolutions. Gross. Talk about totally disappointing yourself. We are NOT going to do it. Instead, we’re focusing on the wonderful things we’ve done, and we’re vowing to keep on doing them. It’s not that we’re perfect, but it’s easy to lose sight of what really makes a company unique, and we need to be sure to hang on to those idiosyncrasies tightly. You too can learn from patting yourself on the back and making an effort to not change a bit.

Here are the things you can expect from us next year.

1. Being perfectionists. Like I said, we’re not perfect, be we know what we want, and we’re not willing to compromise. Our logo took nearly SIX MONTHS to come to fruition, and it’s not because we work with slow designers. It’s because deciding on a logo was like picking out a prom dress. A lot of them may fit, but you know when it’s “the one.” The color’s perfect, it’s not like everyone else’s and it totally speaks to your personality. Everyone will be jealous. And that’s exactly what happened with our branding.

2. Ignoring the riff-raff. When you’re the one doing things a little differently, people are going to pay attention – and that’s a good thing. But with all the hype and praise, you’re going to encounter derision and what we like to call “hating.” And that’s okay, because it means you’re doing your job. Don’t let bad press or snide comments set you back. Haters are going to hate! Soon, the dust will settle and your antagonists’ animosity will subside… if they’re smart. Take it from the Black Sheep – we don’t give a s#$t what people say, and we’re much happier for it.

3. Keeping up with the Jones.’ No, we’re not trying to one-up the neighbors, but we are always staying informed. News, pop culture, politics, music, books, trends – you name it, we learn about it. It’s part of our daily routine, and it makes us better at understanding the people we’re trying to reach out to – the general public! What are other advertisers doing? Does it work? Would it work for our clients? Maybe! Staying aware gives us more brainstorming power, more fresh ideas and it guarantees we’ll sound smart at cocktail party. Which is totally clutch.

4. Networking. Meeting new people is obviously an asset to a business – it’s how we meet people, get referrals and make connections. It also allows us to participate in all the fun local events and be aware of the different scenes throughout the city. We’ve met so many awesome lads and ladies this year, and we’re definitely looking forward to keeping those relationships and building new ones. Seeing our faces in the social section isn’t so bad either.

So what do you think? Are you going to forgo the New Year’s resolution this time? What will you be doing in 2010 that you’re already doing? We can’t wait for 2010 and exploring all the new and exciting ways we can do what we do best – be ourselves!

It was a beautiful day for a protest

Well, well, well. We did it. The big Little Bigs protest we’ve been hyping happened today, and we are stoked.

The air was crisp, the sun was out, and Black Sheep hit the streets with our signs in our hands and our mission in our hearts. We walked straight up to Little Bigs at 11:30 (to beat the crowd), set up camp and let the mushroom slider we miss so much guide the way.

We were met with friends, followers and media (thank you, EVERYONE), but when Bryan Caswell, the chef and brainchild behind Little Bigs appeared on that patio, we knew we had won. He admitted, in so many words, that he too longed for that ooey gooey mushroom slider, and in an effort to appease the masses, he

would bring the Portobello back on a limited basis.

We’re calling it a victory.

So, how did we manage to pull this off? It wasn’t easy (okay, it wasn’t really hard either). It took a clever angle, a lot of support and some really awesome Sharpies.

If you’re planning a protest, here are some things to keep in mind.

TALK IT UP. We were fortunate enough to have some gracious writers from local outlets get excited about our cause and write a few words about it. We got people talking and engaging – and whether they had good or bad things to say, the point is they paid attention.

WEATHER. Again, we were fortunate that the storm allegedly hitting Houston tomorrow didn’t decide to get a head start. If you’re planning such a dramatic event, make sure the weather is bearable for the people coming and those passing by. Oh, and wind. It makes sign holding and positioning kind of difficult, so if you can find a protected area, use it.

GET YOUR STORY STRAIGHT. Whether you’re holding signs with funny phrases or dropping sound bites for the press, it’s a good idea to know what you want to say and how you want to say. The protest today resulted in a lot of questions from strangers, Little Bigs patrons and reporters, and if you follow in our footsteps, you’ll have a similar experience too.

LET THEM EAT. It is highly recommended that you feed your fellow protesters. Emaciated participants can quickly lose energy and spirit if they’re deprived of nourishment, plus, it’s a good incentive to get people involved. Who wouldn’t hold a sign in exchange for a delicious lunch? Not us.

THE SHOW MUST GO ON. Maybe you didn’t have as many people show up – even we were expecting more. Maybe your signs were stolen by a homeless person. Maybe your crazy protesting caused a traffic accident on a major thoroughfare. The point is, when it comes to protest, you can’t let the little things get you down. As with any event, things will happen, so roll with the punches and have a good time.

Our protest today was filled with a range of protesters, some protest professionals and some riot rookies. What about you? Do you protest? Will you? Share your experience with us in the comments below!

7 ways to chip off the old [writer’s] block

Writer’s block. It strikes at the worst possible time making what would be a simple, fun exercise an exhausting one. It is exacerbated by stress, and often, leads to endless hours of frustration and hundreds of pages of useless copy, discarded for eternity. At least we don’t use typewriters any more, right? Copywriters back in the day must have been the leading cause of deforestation and global warming (as if advertisers needed any more blemishes on their reputation).

So what’s a wordless wordsmith to do? Here are some ways to cure the linguistically challenged.

1. Misdirection. Try thinking of topics completely irrelevant to the task at hand. If you’re supposed to be writing about the social consequences of performance monkeys (what more can you say?), start from a different angle. Maybe it’s sandwich making, Disney princesses or firefighters. Sometimes the most random approach results in the most interesting, creative outcome.

2. Move and Shake. Get up. Go do something. Anything that will distract you from ruminating over those darn performance monkeys! Clean your office, go for a jog or call your grandma – she misses you! Once you allow yourself to relax and step away from the computer, the creative juices will start flowing once again.

3. Ask someone else. A different set of eyes, ears and brain cells can make a world of difference, and having a conversation can provide a fresh perspective to the problem. Experts tend to be TOO involved and often lose sight of what they have to offer - give someone else a chance to think for a change.

4. Research. What are other people saying about performance monkeys? Maybe you can build off someone else’s idea or maybe their opinion will spark a thesis of your own. Gathering as much information as possible will allow you to view the problem holistically and give you a more knowledgeable outlook going forward.

5. Wait until tomorrow. If you have the option, nothing beats getting your beauty rest. Who knows? Those performance monkeys may come to you in your dreams with just the right story… or maybe when you wake up, rested and refreshed, you’ll have the energy to tackle that writing once and for all.

6. Write exactly what you know. Right now, you think nothing more can be said about the social consequences of performance monkeys. So say that. Tell us what led you to believe that, and speak honestly and openly. A candid piece will come naturally, and even if it’s not your final draft, it will get your writing gears running smoothly.

7. Or, you can just write about writer’s block. That’s what we did!

NOTE: Happy Thanksgiving to all our followers and supporters! Have a wonderful Turkey Day, and get plenty of rest because next Thursday, December 3, we are protesting the disappearance of the Portobello mushroom slider from Little Big’s. Contact us ASAP to join in on the fun as we make a scene and bring that baby burger back!

The Black Bean Slider and Lazy Ads: 5 Things We’re Totally Against

Black Sheep are typically happy people. We love things with bubbles, miniature animals and coming up with fun ways to get noticed. We love Airstreams and good music and Mexican food. We love making things and causing riots and celebrating success.

But today, we’re protesting. The following grievances must be aired, and while we apologize for the negativity, we will not rest until the following egregious errors are rectified. It is our civil creative duty to stand against the following:

1. Lazy ad campaigns. If your ad is a sad rip-off of the Got Milk? ads, please stop. If you use the suffix “–ista” in reference to something women might aspire to be, don’t do it. Target, we normally love what you do, but if we hear “frugalista” one more time, we might lose it. Furthermore, if you use quotes or definitions as the primary content for your campaign, we’re tired of it. We want something more creative – something that really tells us your product or service is special. That trend is over – waaay over.

2. WiFi Robbery. It’s bad enough when places don’t have WiFi, but you know, whatever. Maybe it’s too expensive to gain access to the Internet. The economy has been hard on us all. But charging us for it? Come on! You’re already paying for it, and it attracts us to your store. We drink your coffee and tea and eat your delicious snacks. We buy your books. Don’t make us sign up with AT&T or T-Mobile. We will just go away! Borders, thank you for rectifying this situation – smart move.

3. Bland company names and services. Maybe there’s nothing you can do about it because that’s what you’ve been called for 50 years. BUT, if you are naming a company RIGHT NOW, stop. Do not use the following words: Technology, service or solutions. These words mean nothing, and nobody will know what you’re talking about. Furthermore, when describing what you do, don’t tell people that your defining characteristic is relationships and customer service. Give us tangible facts – not hollow claims. Your reputation as a friendly, hospitable business will speak for itself.

4. PC Fonts – PC fonts are great for many things: Word documents, Excel sheets… even PowerPoint presentations. And that’s about it. If you use these fonts in your logo or on your printed collateral, people are going to know it wasn’t done professionally. Real designers use fonts that normal folks don’t have access to – or at least the kind that don’t come free with a laptop computer – and that’s how they create brands unique to their clients. When it comes to design, leave this work to the professionals.

5. Mediocre burgers and sliders – This is a huge issue with Black Sheep. Our favorite slider joint, Little Bigs, had a great thing going. While everyone else was offering nothing but standard beef sliders, they took it to another level with their tiny Portobello mushroom slider. That delicious little mushroom burger was our favorite, and now it’s gone, replaced by a lackluster black bean substitute. And this makes us very, very sad. Perhaps, the saddest we’ve ever been. Which is why Tuesday, December 1, we are taking our complaints to the streets in a BIG way. We are holding Bryan Caswell, the brainchild behind Little Bigs and this horrendous mistake, hostage (sssshhhh, don’t tell!) until he surrenders to our demands and brings the Portobello slider back. We’ll be meeting early to make protest signs and prepare for what might be the greatest battle in the history of our city. Are you with us? This is not a joke. Black Sheep do NOT take food lightly.

Whether it’s uninspired marketing, greedy coffee shops or the denial of our favorite slider at Little Bigs, it is important to ACT NOW. Take a stand against these horrible offenses, and together, we can make a difference one miniature sandwich and business name at a time. With enough support, we can do it, but we need YOUR help. As we present a united front against these wrongdoings, we are asking for community involvement. To volunteer your time for a good cause and stand up for the creative good, contact us at info@theblacksheepagency.com.

How Watching Television Can Improve Your Marketing

If Black Sheep made television shows (it’s gonna happen), we would win Emmys L and R. You know why? Because we love entertaining. In fact, if someone made a reality show about Black Sheep (just an idea, executives at major broadcasting networks), it would be like all of our favorite shows rolled into one hilariously fantastic, dramatically different agency. But that’s just us. We take cues from this spectacular programming because we recognize the importance of performance and the necessity of theatrics in our “everyday” work.

Let’s take a look at some of our greatest inspiration.

Glee – This show took what was just another played-out high school storyline, threw in some great tunes and questionable dancing, and abracadabra… semi-attractive stars were born. And they’re all about the mash-up – combining two unlikely disciplines and bringing them together. Adding a little extra flair to your campaign, presentation or event never goes to waste. Incorporate video, live performances and music, and before you know it you’ll be entertaining instead of just spitting out information. Black Sheep’s The  Rhyme and Reason to Outsource campaign for PFS Group, an accounts receivable outsourcing provider for hospitals, involves an elaborate characterization of Dr. Paid, the company’s own celebrity rapper. Dr. Paid has an album with songs, a fan page, magazine articles and news interviews available explaining his involvement with PFS and the outstanding services they provide. We mashed things up and took the entertainment value to a whole new level. And now, Dr. Paid is famous… at healthcare finance trade shows anyway.

Mad Men – Of course this seems like an obvious choice, but we’re not going to tell you to come up with advertising campaigns like these skinny tied skirt-chasers. Not at all. What you should notice with this show is the amount of intrigue and hype they create. Think about it – in one hour-long episode, NOTHING really happens. Just subtle nuance and suggestive foreshadowing. For your next campaign or publicity stunt, try to arouse that same kind of mystery. Instead of being up-front, plaster the town with ambiguous flyers or send obscure messages to your customers. People will be so overwhelmed with the need to find out, they’ll be hooked. Just like we are at 9 pm on Sundays. Once, in order to attract a major client, Black Sheep arranged for 25 hand-delivered envelopes filled with photographs and clever phrases to our target contact along with several personalized animated videos. By package 17 he’d already acquiesced to meeting with us for lunch to propose a contract. Who wouldn’t want to meet a secret admirer?

30 Rock – Funny one-liners, crazy scenarios and outrageous antics – that’s Black Sheep in a nutshell. We whole-heartedly believe in making the audience laugh… no matter how serious you might be about your business. People want to have a good time, and that’s all there is to it. How can you inject humor into your materials? Well, we can’t tell you HOW to be funny, but we will share an example of how we did it. One of our clients owns a bar, and we decided displaying mannequins outside would get some attention. We dressed them in silly outfits and even started a blog dedicated to following their every move (not real moves… because they’re plastic, but you get the idea)… scandals, awkward nights out and even the adventures of losing your pants! And because they only have one real facial expression, the jokes pretty much write themselves. Customers love it… and so do the bartenders!

See what we mean? There’s nothing more important than logging several hours of television-watching each day to learn from the best. Once you learn how to entertain your audience, they’ll forget you’re trying to sell something, and they’ll be coming to you for more. So sit back, relax and pour yourself a cold one. You’ve got work to do.