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Extend the Power of Your Brand

As new technologies offer exciting ways to influence audiences, it is increasingly important to communicate a consistent brand value across multiple-media platforms.

PeakBiety has been utilizing the power of perception® to maximize brand values for more than 20 years. We work hard to be a business-building partner by bringing ideas to the table that work across whatever channels are right for the brand. In this spirit, we’d like to highlight some of our newer services that can powerfully extend your brand communications.

Eblast Campaigns
Email campaigns are a cost-effective way to keep in touch with customers and prospects. We handle everything from project planning to creative concepts, to design, to copywriting. We’ll even execute delivery working with email marketing software, manage databases, schedule programs and track results.

Case Study: Numara
After a complete branding of the Numara Software company, we were asked to help promote their newest version of Track-It,® a help desk and asset management solution. What made Track-It® different? It provided optimal customization for multi-users’ functions within an organization. So, we developed an Eblast campaign highlighting the idea of a personalized solution by contrasting two completely different users with different needs. Our client’s product is the most widely installed help desk and asset management solution in the world.

Interactive Media & Flash
Flash and interactive presentations can help bring your product or service to life with audience involvement as well as animation, motion and sound. We strategize, concept, storyboard and script presentations. We also execute and produce the media using a host of software applications such as Flash, After Effects and Camtasia—all with extendibility in mind to get the most out of your budget.

Case Study: Persystent

Persystent Software, a company making business-level PC recovery software, sought to significantly improve awareness of its unique products. They wanted to communicate how they help PC users remain productive and work ready at all times—whether on or off a network. After alternative creative concepts were developed and tested, a “graphic novel” execution was selected. Among other pieces of a larger campaign, this animated flash banner was developed for Persystent’s homepage to quickly communicate the product benefits in a dramatic and engaging way, and direct viewers to download a demo. Inquiries elevated to record levels.

Online Media Planning & Buying
With limited ad budgets, relevant and targeted advertising is essential. We’ve taken our 20 years of media-buying savvy and adapted to the online world, developing efficient and effective plans utilizing new technologies. Our experience with geotargeting and retargeting has provided proven results.

Case Study: Florida-Friendly Landscaping Program™

The Florida-Friendly Landscaping Program™ educates the public about best practices to conserve and protect water resources. After a season of unprecedented freezes, they wanted to reach homeowners in Hillsborough, Pasco and Pinellas counties with information about cold-tolerant plants and methods of replanting which reduce the need for water, fertilizer and pesticides. We geographically and behaviorally targeted Web banners to reach homeowners in a three-county area, interested in gardening and landscaping. Over a two-month period, the landing page logged almost 3,000 unique hits, with approximately 24% of them resulting from click-throughs on the banner ads.

Search Engine Marketing
Also known as SEM, this form of internet marketing promotes Web sites by increasing visibility within search engine results. The many forms of SEM include paid placement, contextual advertising, paid inclusion and search engine optimization (SEO).

Case Study: TECO

Tampa Electric works hard to balance growing demands for electricity with environmental responsibility. For their new Energy PlannerSM program, we developed a campaign encouraging customers to save energy, lower the cost of electric bills and help the environment. Web banners ran on multiple local sites including TBO.com and TampaBay.com. Geographic targeting was used to reach only those consumers in the Tampa Electric service area. Recently, a search engine marketing component was added to reach consumers expressing an interest in greening their homes or lowering their electric bills. From April through May, 2010, Tampa Electric benefited from an amazing 1.3% clickthrough rate which is well above the accepted national average of 0.02-0.04%.

Social Media Development
A social media campaign, like any medium, needs a clearly defined strategy in sync with the overall brand strategy. What you are trying to accomplish—sales, awareness, discussion or even goodwill—will determine which social networks make sense and how to utilize them. Twitter, Facebook, LinkedIn, YouTube, and blogs can build consumer dialogue and promote a brand or product message.

Case Study: Cancer Research Alliance

Home to nine Nobel Prize winners, Cancer Research Alliance (CRA) member centers have a long history of groundbreaking achievements in cancer research. PeakBiety developed a cause marketing campaign around the theme, “The infinite power of one.” An integrated campaign involving email marketing, Web banner ads, radio spots and a Web-aired video explained that if everyone gave just one dollar and pasted the message on to their friends, cancer research would be pushed ahead. In addition to giving a dollar, donors were invited to add their photos to a cure mosaic on the site to “change the face of cancer”. Within weeks, the site went viral as word spread through social networks about being part of such a worthy cause.

Web Design
Our strategic process of developing Web sites starts with identifying goals, audiences, and brand considerations. Once objectives are defined, we develop architecture, write copy, design graphics, create layouts and orchestrate programming. Our Web sites come with built-in search engine optimization features.

Case Study: Tampa Bay Water

Tampa Bay Water develops and delivers high-quality drinking water for the region. Having produced several effective annual reports for them, they knew we had a good understanding of their business. They needed a Web site that would allow them to communicate to the public their mission, as well as new projects and developments. The site, TampaBayWater.org, is now ranked in the top 24% of all Web sites for traffic by Alexa (a service that measures traffic for millions of sites on the Internet), and has an excellent score of 91 from grader.com.

Web Banners & Videos
Banner ads are the most common form of Web advertising and can be very effective when targeted appropriately. Video content enhances Web banners with more graphic content and special effects. And once produced, video content can be cost-effectively repurposed for a multitude of uses.

Case Study: Florida-Friendly Landscaping Program™

To educate homeowners on how to manage landscape recovery efforts after extreme cold weather, the Florida-Friendly Landscaping Program™ needed a turn-key communication program. In response, we developed an integrated marketing campaign including direct mail, newspaper, Web banners and a landing page, RightPlant.org. The theme, “Rethink before you replant” carried throughout. Utilizing video in the banners helped capture viewer attention and drive traffic to the landing page for more information. Over a two-month period, the landing page logged almost 3,000 unique hits, with approximately 24% of them resulting from click-throughs on the banner ads.

Getting Started in Social Media

Last month, over 250 marketers and small business owners gathered at the Social Fresh conference in Tampa to hear from 32 nationally recognized social media experts. Here’s some of the most common questions we heard.

What should my brand talk about?
Help your target audience find relevant information—not only about your brand, but about their passions. For Fiskars scissors, that passion is scrapbooking.

Maggie Fox from the Social Media Group in Ontario pointed out that “You can’t just aggregate, you must also curate. Help people find valuable information about your brand. Sites that [put lots of social media feeds about the brand on their homepage], but don’t filter them are useless… I have Google for that.”

How do you know when you’ve achieved social media success?
Its not just about having more followers than your competitors. A social media campaign, like any medium, needs a clearly defined strategy that fits in the overall brand strategy. What you are trying to accomplish with a campaign—sales, awareness, discussion or even just goodwill—should define the end goals of any social media effort. It’s more important to find and develop relationships with 5 people who are really passionate about your brand and what it has to offer than to have 5,000 fans who could really care less.

Whats the next big thing in social media?
Chris Barger, the Social Media Director for GM who is responsible for their early and active involvement in the social media realm had two predictions:

1. Combining SM with location awareness
This is mostly applicable to restaurants and other retail locations. Users “check in” on their mobile phones when they are at a location. The person who checks in to that location the most is named the “mayor”. Some stores are offering discounts, etc to the “mayor” of their stores. You can also leave reviews of the store, and discover where your friends are hanging out. The most popular sites for this are currently FourSquare and Gowalla.

2. Brand integration with SM gaming
Currently, lots of time is being spent on games like FarmVille and MafiaWars that are integrated into social media platforms like Facebook. Why not integrate your brand into these games or develop games around your brand that allow users to interact with their existing social media network?

Social Media isn’t everything.
One thing to remember—90% of word of mouth still happens offline. Use social media to help start conversations and engage with consumers—but don’t let it replace good old fashioned face-to-face interaction and other offline approaches.

Locally created TV commercial gets second life on YouTube.

TAMPA, FL – Sometimes the best kinds of publicity can’t be bought.  When Tampa-based PeakBiety branding + advertising created a 30-second television commercial for Nokia Latin America, they never expected it to receive around-the-world viewing—especially 7 ½ years after its initial airdate.

Actually, the Nokia media plan included nine countries for the commercial’s scheduled airing.  YouTube visitors, however, had other plans.  To date, the spot featuring the Grammy Award winning singer/songwriter, Shakira, has been posted 15 times and viewed more than 60,000 times by various devotees of the YouTube Web site.  Viewer responses have ranged from “excelente video!!!” posted by a Spanish-speaking viewer to “classic phone…Nokia rox,” and comments about Shakira such as, “I love her hair straightened like that!!!!”

The spot opens with Shakira stuck in a traffic jam as her fans anxiously await her appearance at a concert.  The enterprising Shakira hitches a ride with a passing motorcyclist and phones in her lyrics via her Nokia cell phone.  At the time the commercial was produced, Nokia was promoting Shakira’s Latin America tour, “The Power of the Human Voice.”  The concert name and television spot were part of a multimedia campaign that included on-site merchandising at concerts and a limited edition Shakira faceplate for the Nokia cell phone featured in the ad—all created by PeakBiety here in Tampa.

Although PeakBiety no longer works with Nokia Latin America, the agency’s creative director who helped create the Shakira spot admits, “We’re always looking for opportunities to produce the kind of classic commercials YouTube followers will want to upload.  This kind of viral marketing is a way of giving our clients more for their money.”

PeakBiety branding + advertising services local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”

PeakBiety is also one of the few agencies in Tampa Bay to meet the strict requirements for membership in the prestigious American Association of Advertising Agencies (AAAAs). For more information, call Glen Peak at PeakBiety branding + advertising, 813-227-8006, extension 114, e-mail gpeak@peakbiety.com or visit peakbiety.com.

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