[ swarm theory ]

We recently completed the first phase of an ecommerce re-vamp, email launch, new SM channels, and a PPC search marketing campaign for Baekgaard.  The Indiana based company designs colorful leather handbags, luggage, business bags and accessories for men and women.  Connect with Baekgaard on: Facebook / Twitter / Flickr

The 6th Annual LinkShare Golden Link Awards were held during the LinkShare Symposium on Tuesday, and one of the programs I developed and managed for client Vera Bradley Designs brought home the hardware (for runner-up :). We were bested by The North Face - provider of high-end technical apparel and equipment (killer gear!). 

The Golden Link Awards ceremony brought together more than 400 advertisers, publishers and partners to celebrate internet marketing & commerce industry leaders and innovators specializing in affiliate and search marketing.

Congrats to the entire team!

Andy Carpenter, Vera Bradley’s Director of Web Strategy & Operations was on hand to receive the award from host Joan Rivers

Rarely do you get to work with a client/company that is helping to change the world (by that I mean improve). Its also extremely rare that you get to be part of a movement to give an old, established industry a complete makeover. San Antonio, Texas based LionForce Building Systems is changing the housing industry…and I’m proud to be a part of the movement.

What started as a contract to help with performance marketing and social media has turned into a much larger, more ambitious engagement than expected - but in a good way. Our ecoLiving System is focused on dramatically improving the green home buying and living experience. It promises to change the way a new home is designed, purchased and built and accelerate the adoption of high performance green homes nationwide.

The ecoLiving System creates a platform that streamlines and coordinates architectural design, construction science, information technology and business process. By integrating intelligently designed software common to all of these industries, we can provide highly sustainable, energy efficient homes that can be personalized to accommodate a wide range customer needs and preferences, and geographic locations at a reasonable cost.

Join the conversation by following us on Twitter @ecolivingsystem

See more on the LionForce Flickr photostream

The use of SM by C-Level executives is becoming the subject of lot’s of SM discussion. How to use it, what to say, what not to say…and a wide range of other “standards” are being debated in companies around the globe. Is it really that complicated, or perhaps, just another symptom of the out-of-touch realities of most corporations (regarding SM)? Personally, I think its a “dammed if you do, dammed if you don’t” situation, mostly dependent upon corporate culture and the comfort level with being open and transparent - AND having the ability to deal with any “self-branding” that might result from employee SM participation.

A good article on this subject by Jonathan Paisner was recently posted on the AdvertisingAge website. The last paragraph relates to C-Level use of Twitter, and provides some excellent advise:

Twitter is yet another example of where brands have to accept a loss of control. In this case, it is not about putting the brand in the hands of the market but in the hands of the people for whom the brand is their livelihood. A certain amount of letting go is a necessity. We will undoubtedly see a few missteps in C-tweets, and we’ll learn and move on. Ultimately, the medium may change but basics of branding still apply — both for the brands themselves and for their executive stewards: Be true, be relevant, be transparent, respect your brand and your customers, don’t make a promise you can’t keep.

Mobile QR codes are the coolest marketing tool that i’ve seen in a long time. The potential online/offline use is endless, and I think they really show the true potential of mobile marketing. iPhone has free QR reader apps, and there are a number of systems available for other phones. See the list of supported phones from BeeTagg.

Mobilize your blog for free at Mofuse, and they will automatically provide you with a QR code.

Everyone keeps asking if 2009 will be the year of mobile. I don’t believe that mobile acceptance and use by brands will come in one big storm, but that it will (and already is) slowly work its way into the overall marketing mix for companies, and significantly increase the reach and connection between a brand and the consumer. The goal of mobile in the marketing mix is not to replace other channels, but to provide a deeper connection for brand communication that will build trust, and carry over into other marketing channels (web, retail stores, etc.)

Mobile marketing & commerce has four main categories:

Mobile marketing

• SMS/Text message marketing
• Mobile internet website
• Content delivery
• Affiliate mobile marketing
• Mobile SEO

Mobile advertising

• Mobile internet ads
• PPC/PPA search
• Local

Brand content delivery

• Text content delivery
• Billing options
• Mobile site downloads
• UGC (user generated content) communication and connectivity

Mobile commerce

• mCommerce site
• CSE
• Mobile marketplaces
• Hybrid’s: mCommerce with in store pickup

I will try to break each category down in the coming weeks, along with provide some links to companies that are doing some innovative things in the mobile space.

I went to the Shop.org Strategy and Innovation Forum last week in Orlando, FL. The event was focused on “Opportunity from Adversity”, with insights in delivering on digital retail in the challenging economy. Innovation was the theme, but I think “Incremental” would have been more appropriate. Or perhaps “Doing more with what you have” (but that doesn’t sound nearly as cool as innovation).

“Be mature, but never act your age”

The most entertaining presentation was from Bob Thacker. The SVP, Marketing and Advertising for OfficeMax, presented his “Chewing Gum and Bailing Wire. Big Ideas with Little Budgets” keynote with enthusiasm, and hard driving real world examples - delivered in high quality video format. His consistent message that major opportunities come from depression times, was continually supported with OfficeMax marketing campains like Elf Yourself, Schooled, and Save A Penny. Each of these campaigns were risky, but all delivered huge ROI and insane media mentions - and a measurable increase in brand affinity.

Above: AC and Bob dicussing the “Elf Yourself” campaign (or hairproducts:)

Mr. Thacker’s philosophy was refreshing, and his use of relevant quotes did a good job of supporting his message. Here are a few of my favorites:

“Lean and mean doesn’t have to be trim and grim”
“Why run commercials when you can own the whole store”?
“Look before you leap…THEN LEAP”
“Don’t make ads - make news”
“No pessimist was ever a brilliant marketer”

I hope I can apply some of his philosophies to my client campaigns, and look forward to continued marketing innovation from OfficeMax. “Those who say it can’t be one, shouldn’t interrupt those who are doing it”. Right on Bob, right on.