AcrobatAnt's Blog

At a recent lunch-and-learn session, the Ants and their Mazzio’s pizzas gathered in the conference room for a lesson from professors/art
directors Chance Walentiny and Jinni Giltner. The topic was effective outdoor boards, and some of the highlights/tips included:

Tip #1: Simplicity rules. A successful billboard has 3 main components:

1. Compelling image/photo
2. Unique, benefit-laden, emotionally charged headline
3. Logo/contact info

Less is more; more is clutter…

Tip #2: Use BIG font sizes.

1. Aids readability at greater distances
2. Gives viewers more time to process your message
3. Adds life to your message

Remember, your audience is zipping by at 55+mph…

Tip #3: Outstanding photography.

1. High-resolution images (300 DPI minimum) are a must
2. Leverage that huge scale to make a BIG visual splash

One central image that’s 25 inches wide is worth more than five dinky images…

Tip #4: Laser focus on 1 key objective.

You have a few seconds to convey your message

1. No time to list multiple features
2. No time for all-inclusive contact info

What do you want the viewer to do/remember?

Tip #5: Take it for a test drive.

1. Show your design layout to someone for 5-10 seconds
2. Simulate a drive-by viewing (make it move)
3. Is the message readable? Understandable?

It’s a poster, not a novel…

Tip #6: Be bold, courageous and daring.

1. No one remembers dull
2. No one remembers cluttered

Make your point memorable…

1)      Bring Flowers

• Potential patients will respond best to the mention of patient benefits. They want to know you are thinking of them.

2)      Don’t talk about yourself the whole time.

• Our focus should be on the patient. Focusing on how the doctor can help the patient is a much more effective tactic than highlighting the doctor’s CV alone.
• Unless the doctor has a spectacularly impressive background from a well-known medical institution (e.g. Johns Hopkins or Cleveland Clinic) it may be more valuable to say that they care about patients/provide a valuable service vs. where the doctor went to school.

3)      Look your best.

• Physician photos are a first impression. Whenever possible, they should be professional quality with backgrounds in lighter colors.
• Doctor’s clothing should be clean, neat and pressed. Not like they have been in the OR all night! Make sure ties are straight for the men and no flyaway hair for the ladies.

4)      Don’t crowd.

• Don’t overdo the copy. Sometimes we end up saying nothing because we are trying to say everything. A little mystery (aka white space) can really put the reader at ease and keep them engaged longer than an ad crowded with too much copy.

5)      I had a great time. Can we do this again next week?  

• Strong calls to action such as patient seminars and “call for an appointment” are important. Our ultimate goal is to get the reader to take action. It is important to let them know a specific thing we want them to do.

by Shannon O’Connell

Diane said “Wear whatever you want to work tomorrow but don’t wear skirts or dresses…” Hmmm what would the Ants be doing that would warrant a dress code? Bowling!

Here are some random pics of the Ants at play.

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Spending money isn’t a goal.

“I have $X to spend in the next 30 days on SEM, let’s spend it.” “I budgeted $X for the month and it isn’t being spent. I need more clicks.”

Spending money for the sake of spending money is not a sound SEM strategy. Getting people to click an ad is not difficult. Bids can be increased to raise the ad position. Additional keywords can be added to increase the likelihood of impressions. However, adding less relevant keywords also means that searchers and clicks are less relevant to the product or service.

Buckets of money don’t guarantee an effective SEM campaign. They guarantee only that money is being spent.

Download a SEM White Paper from us today. Contact AcrobatAnt to plan a smarter way to meet your goals and spend your marketing budget wisely.

This is what we are looking for:

The Interactive Account Executive provides daily, internet-based solutions, training and project management for assigned client accounts, and supports the efforts of the agency.

The interactive account executive interfaces with the various departments of the agency to expedite the interactive projects and programs of his/her assigned clients.  This includes meeting with the creative client service team concerning creative issues and input, the media director concerning interactive media issues and the production manager concerning scheduling and timing.

Interactive account executives have major input in developing strategic interactive marketing plans for their clients.  After plans are developed and presented to clients, the interactive account executive is responsible for ensuring the plan is carried out on a daily basis. Interactive account executives are also responsible for gaining new business from existing clients, both interactive and traditional.

The position requires strong interpersonal and listening skills; strong presentation skills; multiple project and workload management; effective and persuasive written and oral communications skills; and a strong knowledge of online advertising and marketing.  Experience and/or working knowledge of HTML, JavaScript, Flash, CMS, web browsers, news readers and email programs a plus.

Think you can handle that? Then send me your resume now! info@acrobatant.com