Tag Archives: marketing

“Call Me Maybe”: What the summer’s catchiest hit can teach your business

It’s the #1 song on iTunes and #2 on the Billboard Hot 100. By now we’ve all seen what the boys from Harvard did with it, and then the women from SMU. We even watched as the crew from the Today Show danced to it. Carly Rae Jepsen’s “Call Me Maybe” has been dubbed the song of the summer, and it’s not even summer yet. So what’s the fascination?

It’s much more than the catchy melody and feel-good strings that has everyone singing along.  It’s the song’s meaning – the vulnerability of wanting to be liked – that we all relate to.

And it’s not just in our personal lives.  It works for business too. The very best advertising speaks to the audience’s emotions, wants, and needs. You have to feel good about the brand, feel like it “gets” you, and then investigate a little more before you make that phone call – or visit or click.

Think about what your customer needs, wants, and feels in this very moment – the moment you are reaching them, be it online, in print, on their phone, or TV. While they’re getting ready in the morning, while they’re at work, driving in their car, or relaxing at home. Then speak to that precise moment with honesty and make that human connection.

Show you understand, and that what you have to offer makes their lives better.

That’s the way to get the phone to ring when you’re asking a potential new customer “call me maybe.”

What do you think of the “Call Me Maybe” phenomenon? Has it inspired you to use a new approach to get the phone to ring? Let us know!

It’s Time To Tango! A Deeper look at Pantone’s 2012 Color of the Year.

Dance your way into the new year with the official Pantone color of 2012, Tangerine Tango (Pantone 17-1463). This energetic reddish-orange evokes a feeling of motivation and positive energy which will help people enter 2012 feeling refreshed and ready for what’s next.

Building off of 2011’s Pantone color, Honeysuckle, which dealt with optimism specific to facing everyday troubles, Tangerine Tango will offer the fashion industry a pretty punch for their new designs, and in-turn, an interesting color focus for the advertising industry.


Color psychology, when used properly in marketing, can help achieve the desired emotional affect on an audience. Marketing studies show that advertisements have ninety seconds to draw in viewers. On the internet, it is less than half of that, leaving advertisers with a mere 30 second window to rope in their audience. Color can help achieve these goals.


Orange, in general, suggests excitement, endurance and ambition. It stimulates feelings of enthusiasm and warmth. German-born American painter Wolf Kahn once said, “Orange is very blatant and vulgar. It makes you immediately start having feelings.” This color never fails to grab attention. Hence, the use of orange for traffic cones and life-vests. When it comes to “true” orange (a hue often referred to as Pumpkin Orange), people either love it or hate it.

With it’s combination of red’s connection to strong emotions, such as love or anger, and yellow’s hunger for attention, orange creates a complex combination.

2012’s Tangerine Tango includes a higher percentage of red, which causes it to embody many of red’s qualities. The Pantone News release stated that Tangerine Tango is, “Sophisticated but at the same time dramatic and seductive, Tangerine Tango is an orange with a lot of depth to it.”


This prominent Pantone will surely grab an audience’s attention. Orange is already a popular color in marketing due to it’s guaranteed ability to attract the human eye without being too harsh.








In advertising and product or branding development, color choice matters. What ways do you think businesses can use Tangerine Tango to draw attention this year?

Google Adwords “Information Harvesting” Policy Changes: An Example

Google announced a change to its Adwords policy late last week that could freeze thousands of advertisers’ accounts for noncompliance. The changes have to do with “Information Harvesting,” which is the practice of asking a user for information about themselves – from as little as name and email to credit card or social security information. Just about every Adwords advertiser does some form of information harvesting. Hospitality companies look for bookings which require credit card and billing information. Retail does the same. Higher education is a major player in information harvesting, asking for name, email, address, programs of interest, and anticipated start dates among other things.

The change will affect a lot of AdWords users, including many of our own clients, but the thing we love about Google is that they keep it simple. Here are the three policy changes which go into effect on May 17th 2011, as explained by Google:

  1. Clear, accessible disclosure before visitors submit personal information
    Our existing policy requires you to clearly describe how any personal information you solicit will be used. Soon, we’ll require that your description must also be easily accessible before site visitors submit their details.
  2. Option to discontinue direct communications
    In the same description of how personal information will be used, you’ll also be required to describe how people can opt out of future emails, phone calls, or other direct communications.
  3. SSL when collecting payment and certain financial and personal information
    Many websites use what are known as Secure Sockets Layer (SSL) connections to encrypt sensitive information that travels between the user’s browser and the website’s servers. To help ensure user safety, AdWords policy will require all advertisers to use SSL when collecting payments and certain financial and personal information (like bank account and social security numbers).

An Example:

We already mentioned that many of our own clients will be affected by this change. One such client, The Rabb School of Continuing Studies at Brandeis University, is an AdWords user and, in fact, one of their ads was served to me in a “masters program Boston” search query. I proceeded to click on that link, and here’s where it took me:

This landing page would be in violation of Google’s “Information Harvesting” policy change should it go unchanged as of May 17th. Since learning about the policy changes, we’ve updated this landing page to be in accordance with the new Google AdWords policy. Here’s what that page looks like now:

Because this page asks for personal information, Google’s policy change mandated that we specify what “information ” the user will be receiving by submitting the form, and how they can stop receiving said information, should they choose to do so. We complied with Lord Google’s decree with this little bit of text right before the submit button:

Voila, the king is appeased.

There is a third addendum under the “Information Harvesting” policy change heading regarding the SSL connection, but that type of change is only relevant when requesting highly sensitive information like social security numbers. However, SSL, or Secure Sockets Layer, is the industry standard for this type of connection, and AdWords users in violation of this new policy ought to upgrade their connection anyway.

So, those are the changes and their implications in a nutshell. Hope the example helped!

Let’s continue the conversation! Talk to us on Twitter @Triad_Ideas and use the hashtag #ThinkSuccess or #HigherEd if you have a more specific question!


Or rather, YOU know what I did last holiday season…

…because, using a little app called Foursquare, I checked into everywhere I possibly could during our holiday party last year.

All you’d have to do to know what the Triad team did for our annual holiday party is hop on Twitter, search @djswitz, and look back to my tweets from mid December. There you would find the following:

(SPOILER ALERT: Start at the bottom and scroll upwards for the tweets in chronological order!)

I didn’t write this post to gloat about how epic our holiday party was or to rub our shiny new iPads in your face. No, I wrote this post as a case for Foursquare, Twitter, and Social Media at large as a new means of documentation. These new media allowed me to document an event that otherwise would go largely undocumented, save a group photo or two, in a true-to-life, real-time format that is accessible to all.

Furthermore, amidst my tweeting frenzy I had several followers ask me what I was doing, and how in the world I got an iPad out of it. After I responded to these curious followers I was even asked how to get a job here at Triad! Who’s doubting the value of social media now?

If you’re an employee, company, agency, or even non-profit, I suggest getting familiar with these new media, staying active on them, and leveraging them for your needs. Twitter, Facebook, and Foursquare are ALL FREE and cost you nothing more than a relatively small time investment to maintain.

The next time your company does an event for charity, throws a party, or attends a conference, try checking in on Foursquare, Tweeting the highlights in real-time, and writing a post about it on Facebook after the event. By doing this (and by this I mean using social networks to join the collective conversation), you establish your brand as relevant, transparent, and connected, creating real-world value through social media.

What do you think about all this? Do you or your company effectively use social media? In what ways have social media created value for you or your business? Leave a comment below!

Join our conversation on Twitter: Follow @Triad_Ideas and use the hashtag #ThinkSuccess