Unlocking a company’s true point of difference

 

 

Last year, RKON, a leading IT managed services provider and Ingram Micro partner, presented Agency Ingram Micro with a challenge: The Chicago-based company was looking to raise its profile and step up its marketing game in a fiercely competitive arena.

Working together, we decided RKON needed a rebrand to more directly communicate its unique differentiation—and the key reason it was named one of Inc. Magazine’s 500 fastest growing private companies in 2014: RKON’s elite team of experts in cloud, emerging and advanced technologies, and professional services for the Fortune 2000 had become known for its ability to address particularly complex IT challenges—“the real tough problems” many of their competitors aren’t equipped or willing to take on.



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What Is Content Marketing? (And Why Should You Care?)

 

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Essentially, content marketing is about providing relevant content to your potential customers and leading them through the sales process.

You can use content marketing to develop strategic resources that your customers will find valuable and then show where to find them. It’s also about what happens once they download or access those resources.

Typically, a standard marketing message is very simple and direct: “Watch this video and then buy our product” for example. Or perhaps, “Read this ad and call us today.”

Content marketing takes that simple formula and expands it outward into a larger network of interconnected pieces that are all designed to engage the customer on multiple levels and for a longer time time.



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Sure, We Have Great Numbers, but We’ll Never Treat You Like 1

Some of Ingram Micro’s numbers are sooo astronomical, it can be difficult to get a sense of their size. We’ve used similes, metaphors and even geography, just to get our heads around them. And they’re always growing. In fact, since this video was released, our warehouse space has gone from 12.8 million square feet—the size of Monaco to 16.2 million—what country is that?

One thing is clear: it’s the people behind the numbers that really make us successful—over 27,000 unique individuals worldwide. These integral roles include accountants, account managers, buyers, creative directors, designers, media buyers, receptionists, salespeople, technical engineers, traffic managers and web developers. Without them, we wouldn’t have $46.6 billion in revenue or sales in 160 countries. Needless to say, without our manufacturers, partners, their clients, and all the people out there who help us help you Realize the Power of Technology, all these great numbers would just be a dream.

Contributed by Dirk Vandeman, Senior Writer, Agency Ingram Micro

 



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Adventures In Copywriting

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As a copywriter for Agency Ingram Micro, I am sometimes asked to explain something for clients that they themselves have no idea how to express in words.

Very recently I faced such a challenge. We were meeting with a solution provider partner over the phone to take input on a sales slick. That wasn’t so unusual as we do this quite often. The expectation was that we would listen to the founder of the company talk about his business, I would ask a few questions, and then my job would be to capture the personality of his business in the tone and messaging of the flyer.

Usually the goal is to find something about the business that sets it apart from its competitors. In this case, once I heard the story of this company I realized that my job wasn’t going to be an easy one.

The founder of the company started telling me about his childhood. He told me about his friend Billy. They met in grade school and quickly became inseparable. After high school graduation, they followed one another to college where they both decided they would one day start an IT company together.

Sadly, that dream never materialized because his friend was killed in a car accident.



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Let’s Talk Typos

OOPPSSS

 

There’s really nothing worse than the sudden realization that the copy on your ad has a giant typo.

Didn’t everyone check the proof? How could we have missed that? Is there any way we can blame the printer?

Sadly, once the ad is out there, there’s no taking it back.

Even Bloomingdales is learning this one the hard way after one of the pages in their new catalog was called out by followers on social media feed for this offensive innuendo:

 

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The backlash had the company back-pedaling and apologizing, but it can happen to anyone. Especially if you’re not taking care to copy edit your ads.

Here are some great examples of really embarrassing mistakes that made it all the way to final placement before anyone knew what was wrong.

 

 

RECAT

 

 

Hold on. Maybe there’s still a way to make this one work.

 

every_DETAL

 

 

Maybe that’s why they always say: “The Devil’s in the Detals”.

 

CONTRADITCION

 

 

Everyone enjoys a little harmless contraditcion now and then. Right?

 

 

 

EVEYTHING

 

 

We agree, not “eveything” needs to be done quickly. But, maybe you could’ve taken a little more time with this one?

 

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Do you really want to hurt me? Maybe I need a new lawyer.

 

What can we learn from these mistakes? Simple: Double and then triple-check your copy before it goes out. Mistakes like these not only damage your credibility with customers, and weaken your brand, they tend to live on forever [thanks to the internet] in blog posts like this one.

 

Post contributed by Keith Giles, copywriter for Agency Ingram Micro.



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Creative Fridays

For the last year or so, the team at Agency Ingram Micro has set aside Friday mornings, from 9 a.m. to 10 a.m., to share creative work we’ve come across during the week – some of it great, some of it not so great – as a way to inspire our own creativity and as an excuse to eat bagels together.

Here’s a few of our most recent discoveries shared during these Creative Friday meetings:

 

Honda “The OtheR Side” Video

This is an interactive commercial. As you watch, hit the “R” key and you’ll toggle between the good and the bad side of the story. Mega cool.

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WATCH HERE>

 

Chipotle Ad



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Man Cans [A Marketing Case Study]



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Cat Herders [An Oldie But a Goodie]



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Fiber One Chew Treats Commercial



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What are your favorites? Share yours in the comments, and who knows we might just feature your suggestions in one of our next Creative Friday meetings.

 

Contributed by Keith Giles, copywriter, Agency Ingram Micro



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Top 10 Inspiring Mission Statements

Mission concept in word tag cloud
Crafted thoughtfully, a strong mission statement can motivate customers and employees.
Here are 10 of the most inspiring and creative ones we could find:
  1. AMAZON “It’s our goal to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
  2. CHANEL “To be the ultimate house of luxury, defining style and creating desire, now and forever.”
  3. CHEVRON “To be the global energy company most admired for its people, partnership and performance.” 
  4. EBAY “Provide a global trading platform where practically anyone can trade practically anything.”
  5. COCA-COLA “To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. To create value and make a difference.”
  6. FACEBOOK “To give people the power to share and make the world more open and connected.”
  7. FORD “We go further to make our cars better, our employees happier, and our planet a better place to be.”
  8. GOOGLE “To organize the world’s information and make it universally accessible and useful.”
  9. INTEL “Delight our customers, employees and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.”
  10. NORDSTROM “Offer the customer the best possible service, selection, quality and value.”

 

Do any of these particularly resonate with you? Why? What about them do you find most provocative?

A strong mission statement should be simple, memorable and achievable.

How does your mission statement measure up?

If you’d like some help crafting a stronger, more compelling mission statement that galvanizes your philosophy of business and compels your customers to identify with your brand, give us a call.

We’d be happy to help.

Contributed by Keith Giles, copywriter, Agency Ingram Micro.

 



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Award-Winning Cover

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On Nov. 18, 2015 at the Yale Club in New York City, min will salute the winners in their annual Editorial & Design Awards.

Agency Ingram Micro has been named as a finalist for outstanding magazine cover design in the B2B category for the Spring 2015 edition of the Ingram Micro Advisor Magazine.

The theme for that issue was “Shorten The Sales Cycle”, and our creative team was challenged to design a cover that would communicate that idea in an innovative, thought-provoking way.

The above design was chosen for its simplicity and playfulness, borrowing an element from the classic “Mad Magazine” back cover gags where an image was transformed by folding the page to reveal a hidden message.

We took a slightly different approach by having the folded panels close the gap on the winding path to create an elegant shortcut.

Looking over the other finalists in this year’s award show, it looks like our little magazine is in very good company.

Finalists include:

  • Entertainment Weekly
  • Harper’s Bazaar
  • Fortune
  • Marie Claire
  • Reader’s Digest
  • People Magazine
  • The Atlantic

The Editorial & Design Awards showcases excellence in content and design among consumer, business-to-business and specialized information media brands.

Contributed by Keith Giles, copywriter, Agency Ingram Micro.



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Logo Psychology?

How important is your corporate logo? Does it matter what color it is? Or the shape? What messages are you sending with your logo about your company, your brand and your corporate identity without even knowing it?

The infographic below covers nearly everything you’d want to ask yourself – and your executive team – about the various elements of your logo.

For example, did you know that 93% of purchasing decisions are influenced by visual perception? Or that our subconscious minds respond in different ways to different shapes?

If you had to redesign your logo today, wouldn’t you want to incorporate strategic, intelligent and intentional elements into the design to get the maximum impact?

Of course you would.

Take a look at the information below and let us know if we can help you redesign your logo with all of this in mind.

Colourfast-ThePsychologyBehindLogoDesigns

Blog post contributed by Keith Giles, copywriter, Agency Ingram Micro.



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Behind the Scenes With Agency Ingram Micro

Here at Agency Ingram Micro, we’re very proud of our creative work. You can see some of our best pieces here. But what you can’t see is the process that goes into turning out these finished projects—at least, not until now. Today we’ll take you on the road and behind the scenes for a shoot we recently did with two solution provider partners—Boice.net and SNP Technologies—to create videos for Ingram Micro’s Cloud Summit.

 

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Meet the creative team: senior art director Dina McMillin and senior copywriter Jason Williams, both Agency Ingram Micro veterans.

 

 

 

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 On the way to Boice.net’s headquarters in New Albany, Ind.

 

 

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The Big Four Bridge spans the Ohio River between New Albany and Louisville, Ky.

 

 

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Hey, is that a roadie? No, it’s videographer Scott Montgomery unpacking his equipment.

 

 

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Scott and Dina discuss B-roll footage for the video, which explains how Boice.net uses Ingram Micro’s Cloud Ignite program.

 

 

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In Hamden, Connecticut, where SNP Technologies is headquartered, Scott prepares project manager Kristen Pethick for her close-up.

 

 

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Prakash and Sachin Parikh, SNP’s COO and VP, business development, talk about how Ingram Micro’s Cloud Elevate program has benefited their business.

 

 

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Scott and Jason scope out a potential location for B-roll shooting. Want to see how the videos turned out? Watch them now:

And remember, Agency Ingram Micro can develop and produce not only videos like these, but almost any type of creative project. Contact us today to start getting your message out to the technology channel.  



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