Category Archives: Uncategorized

K.I.S.S. Hello to Mobile Device Marketing

Companies that have stunning websites often take their digital space marketing further with a tablet site or stand alone app.  But as more and more people do their internet browsing on their mobile devices, this channel will need attention too.

But unlike making a scaled-down tablet version of your original site, you will need to re-think your entire approach on mobile.  These handy tips will help you switch gears going into the mobile race:

First and foremost, Keep it Short and Sweet:  Your marketing on a mobile device won’t have the luxury of lush graphics and oodles of creative copy.  You will need to pare down your message into the least amount of words you can possibly use to still be effective and communicate.  Here’s where an old school agency copywriter can help you, especially if they’ve ever done classified ad writing to pull inquiries or sell products from the column inch.

Secondly, make it easy to navigate:  Think big buttons and tiles, and large arrows to scroll.  No one likes peering into a tiny screen, trying to finger his or her way around an even smaller site!  Your designers should have a good deal of experience setting up digital graphic interfaces.  If you make it easier for your customer navigate and use your mobile site, the more likely they will do business with you.

Thirdly, test it across different mobile platforms and devices:  What might look good and work well on one phone, may look horrible or have glitches on another.  Test. Test. And test some more.

Fourthly, tell people about it!  Mobile search strategy is fast becoming one of the hottest disciplines in the advertising world.  There are plenty of SEO and SEM  experts out there, but few of them are adept at mobile search.  So be sure ask around to find the right one who has mobile specific experience.

So there you have it.  Just when you thought you were finished upgrading your digital space marketing, now you have something else to do.

Don’t worry, Accelerator can help you out if you need.  Just contact us to get things started!

Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

7 Choice Funny Objections

In our business of providing marketing and advertising services, we hear perplexing and often humorous objections to engaging our firm.  Enjoy!

1. Creativity is over-rated.  Who cares if my materials are boring?

2. We have resources for that type of work.  Jeremy in shipping has a girlfriend who does tattoos, she said she would do our new logo for free.

3. Business is bad right now.  Why advertise?

4. I don’t have any marketing needs at all… fully stocked up on business cards.

5. The TV and radio stations and phone directory said they would do my ad for FREE.

6. I have all the business I can handle, and I am making enough money already, thank you very much.

7. I am not convinced advertising works.  I am going to stop advertising and see what happens.

Well there you have it, seven choice objections for not hiring our firm.  But if you ARE interested (and you SHOULD be) here’s three reasons to hire us.

1. We’re expert at making you look good, saving you stress, and making you money.

2. We will work our butts off for you.  We love what we do, and you will benefit from our addiction to coming up with creative ideas. Lucky you!

3. Our creativity shines through to the bottom line. Good ideas don’t have to be expensive.  Our office is humble, our salaries miniscule, but our creative quotient is massive.  Let us estimate on a project and you’ll be pleasantly surprised how cost effective we are.  Contact us today!

Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

The Accelerator Companies

The Other Shoe Has Dropped. So Has Another One, And One More!

Well folks… 2012 certainly was filled with angst, hand wringing and nervous waiting for one big watershed resolution after another. Obamacare, the elections, and finally the holiday season sales numbers have kept us marketers paralyzed on the sidelines. Shame on us for being afraid of something as silly as a falling shoe.

It’s time to stop worrying. It’s time to strike out and get on with building a better business for our shareholders, our workers, and our families.

The challenges and punishments that we are going to have to weather in the next few years will be harsh, but they won’t finish us. Not by a long shot. So, let’s get out there, be brave, make some bold moves, and advance fearlessly in 2013. It won’t get better until we make it so, together.

Who else is ready to be bold in 2013? Drop us a line and let us know your plans.

Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

It’s the Summer of Love 2012 with Accelerator!

We all want it… love! Love from our customers, from our co-workers, the bean counters, the boss. We all want that business love, but how do we get it?

Well, like the old saying goes, “You have to give, to get.” So this summer, join Accelerator in dishing out some love and let’s see what we get back.

With customers, giving love can be as simple as special deals promoted socially. With co-workers, it can be taking on more responsibility on a project. And love for the boss can be providing ingenious solutions to a problem, as you announce there is a problem in the first place.

Since we’re in the marketing business, let’s look at two other ways to put love out there for your customers.

1. Take your website mobile. For example, Accelerator has just finished putting the final touches on its previous mobile site to take advantage of the new power of the smart phone and tablets. While it’s a small move, it’s a smart one, because the use of these mobile components is now the consumer’s first choice to find information. Plus, mobile purchasing is exploding more and more and will soon become the dominant outlet for marketers within the next five years. So if your company is still waiting for a mobile enhanced site and a strategy to go along with it, call us, we can help you sort things out.

2. Creativity! Yes, good old-fashioned creativity spells love. How about creating some entertaining, engaging, and memorable advertising for a change? Notice I said, entertaining. Not necessarily funny. Give your audience something to appreciate and remember, and maybe even enjoy. Once you have fancied their hearts, their wallets will follow (which will bring love from your boss and the bean counters, too).

So join Accelerator now in celebrating the Summer of Love 2012. It all starts by calling or emailing us here at our groovy pad in Lewis Center, Ohio for some fun, creative ideas everyone will love!

Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

Hey Facebook! Say “Goodbye!”

In a move beyond comprehension, Facebook has implemented Timeline, with no opt-out option, much to the dissatisfaction to mega-hoards of Facebook users.

After reading several pages of reader comments from readers of Yahoo! News, The New York Times Online, and other sources that reported the Timeline change, I would estimate that 99% of reader commentaries that I read were totally dissatisfied with the implementation of Timeline.  Nay, dare I say, enraged?

In my opinion, this shows that Facebook either didn’t care about the user, or perhaps had faulty research showing that Timeline was wanted.  Either way, Facebook has p***ed off a huge chunk of it’s user base.  And make no mistake; the user base is the only thing that makes Facebook of any value in the marketplace.

When Facebook first came out, people were attracted to its simplicity of design, ease-of-use, and best of all, being able to share their life with their circle of friends and family.  Now with Timeline, the interface has become cluttered, confusing to navigate, and worst of all, drudges up all sorts of embarrassing posts and pics from days gone by.  Like the one from long ago, of you wearing nothing but undies, dancing around a beer keg at some bash.

A crazy post was OK when you only had five college friends on your account, but now, you have over a hundred friends, including your boss, mother-in-law, and pastor.  What once was buried down deep is now front page news. Thanks a lot Zuckerberg!

Users don’t want the past, embarrassing or not, being forefront. Facebook is all about the here and now, duh. They don’t want a more confusing interface, or advertising slammed in their faces.  Nor do they like having no opt-out.

I guess Facebook didn’t learn from the Netflix disaster.  Netflix brutishly changed the structure of offerings and features that made them successful only to lose customers and revenues so fast that it is now headed towards the ash-heap of has been successes.

A company like Facebook can’t take their users for granted by making arbitrary and universal changes to the platforms they have come to feel are an intimate part of their lives. To do so disenfranchises them and breaks the bond of trust that once existed. Changes need to be made slowly, and after much research in order to better the experience.

My advice for Facebook? Treat users as if their entire business and future depends on them.   Because guess what?  It does.  Goodbye Facebook.

Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

It’s Major Award Season!

When holiday decorations appear and jingle-bells jangle, you know it’s time to celebrate winning Major Awards! And here at Accelerator, we’ve got plenty of them to make the old man proud.

Our talented writers, designers, and promotion freaks have done a fine job of gathering national attention and recognition for outstanding creative work. (To see the whole list of Major Awards, click here.)

But like we always say, “Awards are nice but we’re paid for results!” And results are what our clients get each and every time we roll out a new campaign or promotion.

Thanks to our great clients from White Castle, Hoover, Dirt Devil, MGA Entertainment and more, for allowing us the opportunity to do great work! If you’re not a client of ours yet, let’s talk. Who knows? Maybe your project will win a Major Award too.

From all of us here at Accelerator, Happy Major Award Season!

Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

The Economy Is Scary Now, But You Can’t Live In Fear.

Wow. I hate to be the glass is half-empty kind of guy, but the economic numbers and outlooks aren’t getting any better out there and probably won’t improve for the rest of the year. Spooky, huh?

But like we’ve been counseling our clients, now is THE BEST time to get your marketing message out there. Here’s a few reasons:

1. There’s all sorts of media bargains to be had. Marketers have trimmed budgets. And now the media outlets, especially traditional ones are starving and willing to provide huge discounts.

2. There’s less advertising going on overall. That means your message can be heard and remembered without needing much frequency. You can spend less, and be heard more! What a bargain!

3. Creativity doesn’t end at the designer or writer’s desk. Our agency is busy helping clients discover new ways of reaching people everyday. If you haven’t had a good marketing audit and review lately, chances are you’re missing out on some really great tactics that don’t cost much, but bring heaps of results.

I like to say, “You can’t live in fear.”

And you know what, you can’t successfully market your business in fear either. Here’s where you take the first step. Call us or email us and we can set a time to discuss Accelerator performing a painless marketing audit and review on your current efforts. From there, we can recommend some great ways to take advantage of today’s current climate.

Next up: Don’t be afraid of the future. Shape it!

 Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

Normal Doesn’t Live Here Anymore: Essential Survival Skills for the Way We Live Now!

What once was normal for marketers isn’t anymore. Once you could write a press release and get your information out there the way you wanted. Now, everyone has a podium to discuss your products and your business and you have very little or no control over what they say. Once you could on seeing a lift from a running a flight on a particular broadcast channel, now your well-crafted and creative commercial gets DVR’d or Tivo’d.

Back when things were normal you could always count on the holiday season to make your year. Now you don’t even try to make a year, just the quarter. Things have changed forever. People’s buying habits. The way they communicate. How brands interact with their end users. And the economy.

Everything isn’t normal, and it’s never going to be again. So what’s a marketer to-do? Well, if you can adapt, think quickly on your feet, and not be afraid of trying new things, then you will do fine.
But if you’re hunkered down in survival mode, waiting for things to simmer down, or the other shoe to drop, you’ll be missing out on a lot of markets hare and dollars. Sure there are too few spendable dollars floating around out there, that only means that it will be the smart marketer who can chase them will get them.

Here’s how to survive the upcoming years of not normal.

1. Realize that Normal Doesn’t Live Here Anymore. Normal has moved out of the house, and he’s not coming back. Ever. So don’t enshrine his things in his old room and be pining away on the couch for him. Don’t leave the porch light on, and don’t be jumping up looking out the window every time a car drives by. He’s left you and is not coming back. Face it.

2. Get abnormal! Now that you have accepted the fact that things aren’t normal, and never will be again, you can start thinking abnormally. Yes. You are now free to think differently, act differently, spend differently and be different. Liberating isn’t it? Nothing else is normal, so why should you do the same things you’ve always done? That’s nuts. Getting abnormal is the most rational thing you can do as a marketer right now.

3. Advertise and market your buns off! When the economy tanks, marketers and CFO’s get jangled. They cut marketing and advertising budgets in some sort of pre-emptive strike against the bad indicators. But in reality, all they are really doing is setting the stage for a self-fulfilling prophecy that portends poor sales and declining numbers. Well duh. You’ve just pulled back on your ad spends, people aren’t hearing about you any more making you out of sight, out of mind, and out of luck. What a marketer needs to do in a down turn is advertise, advertise, and advertise some more. That way your brand becomes the loudest in the marketplace, you gain heaps of exposure, and then leap frog over stronger competitors because they, like the rest of the marketing lemmings, have bailed on advertising. The only cost that actually pays. Don’t be like them. Don’t be normal.

4. Hire Smart. Hiring smart means hiring people who are versatile, quick and eager to get on with things. There’s no shortage of qualified, good talent to be had in just about every discipline. Now is the time to conduct a few search and rescue missions to secure the talent that you couldn’t afford to hire a few years ago. They need the work, you get a good person. And when your sales begin to improve because you’ve advertised your buns off, you’ll be glad they’re on your team and can reward them for their dedication appropriately.

5. Stay on top of all the new tech and social media trends yourself. You. Yes you. Get a Twitter account. Follow a few people. Join Linked-IN and Facebook. Do all those new fangled things that your audience does. You personally need to learn them. Not a subordinate. You.

We hope that helps you understand the new normal! Watch for more tips on our next post.
Stay abnormal!

 Written by: Timo Matero, Primary Founder / CEO Accelerator Advertising, Inc.

Can Quality Creative Really be Crowdsourced?

Crowdsourcing creative is fast becoming a part of the design marketplace.

For those unfamiliar with crowdsourcing creative, it’s a way of throwing out a project to a worldwide pool of persons who practice a particular discipline, say graphic design, and in return you get creative submissions from artists with a wide range of experience levels and talent. You choose which concepts to pay for and negotiate a price. The turnaround is fast, and you wind up with lots of submissions to choose from.

While at first glance, it may seem like a foolproof and cost-saving way to get your creative done, but there are a few pitfalls you will want to avoid.

Get genuine original creative. When you crowdsource, you never know from where the artist or writer drew his/her “inspiration”. Be sure to have the artists certify in writing that the materials they provide to you are original to them. When in doubt, make sure your legal team earns their keep.

Not all submissions can be treated as equal. You may receive submissions from a hack, to an art school drop out, to an art director with twenty years of experience. Crowdsourcing is like Forest Gump’s big box of chocolates, you never know what you’re going to get.

You will need to do a comprehensive and fully explanative creative brief. The old saying, “Garbage in, Garbage out,” certainly applies to crowdsourcing. This is where agency experience and expertise alleviates this pain point.

Don’t expect wonderful work. Unless the submitting artist has intimate knowledge of your brand, marketing challenges, and assesses your needs in professional consultation, you will most likely wind up getting results based on guesswork and whimsy. This is why so many professionals shy away from spec work. You simply can’t produce on-target creative without full development and consultation.

Some marketers report that crowdsourcing creative has worked well for some projects. And there are plenty of successful websites offering this concept to substantiate the results. Artists that I know who have participated in the process report that it is like doing spec work on steroids, where the number of submissions for a single logo project may number into the hundreds, and the artist gets paid less than minimum wage for the amount of time they put in on the job, that is if the submission is even picked.

Crowdsourcing is here to stay. It will be up to each marketers ability and conscience to determine if / when crowdsourcing creative should be employed.

What do you think about crowdsourcing? Comment below.

Author: Timo Matero, Founder – Director, Accelerator Advertising, Inc.

Lions, Tigers and Teddy Bears … Oh My! Toy Fair ’09

After attending the 106th annual American International Toy Fair in New York City this past weekend, we at Accelerator Advertising are excited to see how well the toy industry is going to do this year. We were there to develop new strategies for packaging, designing children toys, and marketing the latest trends of going green and lead-free.

We explored every inch of the Jacob K. Javits Center and when talking with toy marketers they gave a general mood of optimism, given the current condition of the economy. They were also excited about the upcoming holiday season. The upbeat tone was obvious on the show floor as buyers and sellers were once again working deals for the forthcoming year. Several people said that in their first day they placed more orders than in the entire week of toy fair last year!

The newest and hottest trends were prevalent all over the fair with “green” materials used in the production and packaging of many newly launched products. We say products such as eco-friendly plush animals and biodegradable bags.

Another hot trend was being organically certified, which featured many more products than expected. Child safety is always a concern, and with the indecencies of lead poisoning in the past few years lead-free seems to be a number one selling point for retailers.

Another American International Toy Fair has come and gone and we can truly say that after what seemed like miles and miles of toy we’re sad it’s over and can’t wait for next year! Also, we’re eager for the upcoming year in the toy industry. It should be one for the record books!

Author: Timo Matero, Founder – Director, Accelerator Advertising, Inc.