People often say motivation doesn't last. Neither does bathing—that’s why we recommend it daily.
Arrangemenship is the art of knowing who to meet, when to meet, and what to say to develop meaningful relationships for our clients.
It’s all about knowing how to connect the dots……
The Big Think is an interactive deep dive into all aspects of your business that is designed to uncover strengths, weaknesses, and opportunities specific to your company and brand. On The Ball will create a written action plan following The Big Think strategy session.
Copywriting can be done for press releases, websites, and collateral materials such as sell sheets,…
Copywriting can be done for press releases, websites, and collateral materials such as sell sheets, decks, pamphlets, labels, and anything used to relay your message.
Design is used to create logos, websites, banners, collateral materials, social media assets, and anything…
Design is used to create logos, websites, banners, collateral materials, social media assets, and anything used to represent your brand.
Rebranding is creating a new identity for your brand or product by giving it either a logo, design, sales/social media strategy or a combination thereof.
When you need quality video for your executive publications. Call us for a quote.
Sales training is a valuable tool offered to companies looking to support…
Sales training is a valuable tool offered to companies looking to support current or new sales people to help them and the company grow.
Speaking is offered for any message, motivation, or mentoring you would like to extend in your company or event.
Social media is managed by our team to bring awareness to your brand and develop engaging relationships with your existing and new customers.
We believe in "skin in the game"
A wholly owned subsidiary of On The Ball, A smart way to communicate a message…
The newest and most innovative retail concept, by serial entrepreneur Warren Struhl, where digital photos…
A new product entry that eliminates smells at the source with its odor-break technology. We…
A new product started by a career businesswoman with the opportunity to seize the marketplace.…
From concept development to implementation resulting in equity partnership Sheets® are paper-thin, individually wrapped pocket-sized…
A wholly owned subsidiary of On The Ball, A smart way to communicate a message using customized books.
On the Ball took a taste of our own medicine by launching a health and beauty company in 2009, called PureSuasion. Our first product is an eyelash growth stimulator in the same category as Latisse. The Agency named the company and the product, and created an entire marketing plan, including logos, packaging, web site, distribution and PR.
The newest and most innovative retail concept, by serial entrepreneur Warren Struhl, where digital photos come to life by turning them into physical art. We provided strategic development and partnerships resulting in equity partnership.
A new product entry that eliminates smells at the source with its odor-break technology. We did a complete re-branding with new name, logo, design, social media, and strategic sales development resulting in equity partnership.
A B to C idea born out of the relationship with B to B company USA RAD, a leader in the tele-medicine space. We provided new logo, social media, and strategic development in the marketplace, resulting in equity partnership.
A new product started by a career businesswoman with the opportunity to seize the marketplace. We did naming, logo, design, website design, manufacturing and sourcing, social media, video, and strategic sales development resulting in equity partnership.
From concept development to implementation resulting in equity partnership
Sheets® are paper-thin, individually wrapped pocket-sized strips. No cans. No bottles. Simply place on tongue and your problem dissolves. How? Sheets® are packed with nutrients/vitamins and other active ingredients that, when placed on tongue, will begin to dissolve allowing for easy digestion.
We provided an end-to-end solution including naming, logo, design, website design, manufacturing and sourcing, and sales for a retired entrepreneur who wanted to gain access to the Home Goods market, resulting in equity partnership.
The key is to keep company only with people who uplift you, whose presence calls forth your best.
It's all about the people!
VP of Sales
This can be you.
ADDRESS: 7803 SW 6TH COURT, PLANTATION FL 33324
CONTACT: 954.332.2200 | GETONTHEBALL@OTBTHINK.COM
South Florida's Favorite Networking Event
Eat : Drink : Think is The Premier place to network your business to the next level. Created in December by On The Ball Marketing, Eat : Drink : Think connects the dots for networking in business. We open the doors for small business owners, CEO’s, COO’s and Executives to connect with each other to help grow business.
The Ft. Lauderdale event is hosted at the O Lounge, inside the YOLO Restaurant complex at 333 East Las Olas Boulevard, Fort Lauderdale, FL 33301. Guests can attend the event at no cost for registration and will receive complimentary hors d’oeuvres from 5:30pm to 8:00pm every last Tuesday of each Month. There is a cash bar on hand and dress attire is business casual.
Eat : Drink : Think offers the perfect opportunity for local business and community leaders to connect with other businesses in the same market. Instead of pairing with people in the same industry, here you pair with people in different industries. This allows you to make connections where you normally wouldn’t. Instead of a lengthy presentation or boring dinner at a table, Eat : Drink : Think is a full blown networking event. People stand, connect and share business cards and stories.
To join Eat : Drink : Think, simply submit your Name, Company and the names of your Guests and Their companies to: firstname.lastname@example.org
This allows us to have your name added to the email list and your name tag reserved when you RSVP. You will receive all emails related to the invite including each month’s invite. We also encourage everyone to connect with us by liking us on Facebook or joining the group on LinkedIn.
Facebook: Eat : Drink : Think -Facebook
LinkedIn Group: Eat : Drink : Think -LinkedIn
Contact Zack Stein, the Event Manager with On The Ball Marketing by sending him an email: email@example.com
Using social media to communicate to the world
The holiday season is a wonderful time of year with the giving that occurs all over the world putting us all in great spirits.
Each year, during the holiday season, businesses plan to make that final big push in sales before finalizing their numbers for the year – and there’s no better time to do so than when everyone is in the giving mood.
We all flock to our nearest stores and malls to find that special something for that special someone. This is part of what makes this time of the year prime time for retailers. Most of them are fighting for market share of your dollars in the final quarter and, to do so, they need to be able to capture the biggest audiences in the shortest period of time. For this, they turn to the power of television and online commercials.
In honor of the holiday season, we’ve gathered a collection of holiday commercials that we consider to be the most effective, captivating, and memorable of the year. They’ve been rated according to the following criteria:
Is your ad clear and does it get your message across? An effective ad needs to be able to deliver your company’s message to the consumer in a clear and precise manner. That doesn’t mean it has to be selling you a product or idea. You may just want your consumers to feel a certain way or feel a certain emotion. Whatever your end goal is you want to make sure that you have identified it before spending any money on your commercial. Another thing to keep in mind is the why. Why do you want to deliver this message? Is it worth your marketing dollars to achieve the end result?
By definition, when something is captivating, it attracts you and holds your attention. For these commercials we want to stay true to exactly that. We have judged these commercials to see which ones attract and hold the attention of the viewers the most. After all, what good is a holiday commercial if its not going to draw you into it to begin with?
Like your favorite holiday song, your favorite commercial should have an everlasting effect on you whether it’s the song, celebrity endorsement, or overall look and feel. The benefit is that, every holiday season, your commercial will be recalled in the mind of the viewers and increase your brand awareness from one holiday commercial. That is a real bang for your buck!
5. Feel Anticipation: Glade Holiday Commercial
4. Magic TV Commercial – Kohl’s
3. Show Your Joe Boxer – Kmart Christmas Commercial
2. Kristen & Dax: Home for the Holidays
1. Happy Holidays from Coca-Cola
Where do these holiday ads rate for you? Are there some ads you would like to add to this list? Let us know what commercial gets you in the holiday spirit most!
By Michael Petrus
Target marketing is not a new concept for advertisers. In the past we used magazine, television, and billboards to target specific people to best sell a product or service. However, marketing has now evolved into a digital format. Digital marketing is best described as “marketing using electronic devices.”
Utilizing social media platforms such as Facebook, LinkedIn, Twitter, and Pinterest have become some of our best tools for human target marketing. These digital platforms allow us to focus in on particular interests and needs of the consumer. Therefore, when planning a digital strategy, we have to research and evaluate specific interests that will cater to that particular business.
5 Problems Companies Face When Creating a Digital Marketing Strategy
Advertising your brand online takes time. Companies often aren’t patient enough to devote the time and resources required to see the results and increasing returns. My best advice on this is to be patient and positive. A lot of time, this is often done through a trial and error process. If one approach does not give the results this does not mean the digital campaign strategy has failed. A great example of this would be a blog post not going viral until a few months later because the market demand for this may not have been needed at the time the blog was posted.
2. Adapt to Change
Repeatedly, established companies struggle with the idea of their company having an image for social media. For some this may be scary and foreign. However, creating a voice or image for your company requires significant effort from the business’s decision makers and/or owners in that the way the particular company is held out or portrayed may not be changed easily. My best advice is creating branding guidelines that cater to your company as well as the demographic you are targeting. For example, a criminal attorney would target criminals, not other attorneys whom are the competition.
3. Not Knowing the Consumer Demographic
Many times, a company will become so enthusiastic with their product they lack in knowing and understanding their consumer. A great way to understand your audience is through engagement posts such as surveys. Allowing the user to give his or her opinion is a great tool to understand your consumer demographic. One neat example is woman’s jewelry – is the target market women or men looking to buy the jewelry as gifts?
4. No Direction in the Image Style the Company wants to Project
First, before jumping into a digital media campaign, a company needs to establish what style is supporting their image. This also coincides with the substance or content that backs it up. Often, companies believe pushing their product or service is the main focus of marketing online. This is very common with executives looking for instant posts or returns. However, they are failing to realize that consciously sculpting how that image is perceived is why they are getting noticed, not just the product they are offering.
5. No Consistency of Content
Consistently posted content should be done through a similar voice or personality. Think of appropriate use of a spokesperson. A consistent and expected personality behind the delivery of content builds both consumer interest and trust.
Many companies fall short when using digital marketing because they simply do not understand what platform would best fit their company. This is very common for established companies who are just now engaging in more aggressive, targeted, digital marketing campaigns. Unfortunately, specialized advertising campaigns have always been challenging and both search engine marketing and remarketing strategies are no exception. Some companies are disillusioned with various targeted advertising opportunities offered by Google and Facebook (to name a few) in that significant advertising revenue can be lost if said campaigns are not executed correctly or are even appropriate platforms to begin with.
Facebook is a common platform used by businesses that fall outside of the general targeted audience.
A company-specific approach to social media marketing campaigns is where On the Ball Marketing can offer guidance. Our team of gurus evaluates and strategizes different techniques for each company. If your business is looking to form digital brand awareness it’s imperative that you consider hiring a digital marketing firm such as ours.
By Alexandria Rae Klimowicz
“Entrepreneurship is living a few years of your life like most people won’t so you can spend the rest of your life like most people can’t!”
Every entrepreneur has that moment…mine was getting lucky (although he would tell me there is no such thing as luck) enough to have the right mentor that encouraged me to open my own business!
On The Ball is an 18-year-old sales and marketing company that invests time and talent in entrepreneurs and emerging companies to help them grow. Steve Nudelberg, Principal of On The Ball and my mentor, is the ultimate entrepreneur.
I remember the first time I met Steve back in April 2012, straight out of college, when I was about to take an opportunity in the finance industry. I walked into his office with a new haircut, fresh shave, pressed suit and tie, and palms sweatier than if I was boarding an international flight (I hate flying)…only to find an office centered around a basketball court and a conference room that looked like the skybox at Dolphins Stadium.
I sat down with Steve and we instantly hit it off. Right away he told me, “I’m not hiring but if you want to stick around for a bit and sit in on some meetings, you’re more than welcome. Oh, and one other thing…no suits and ties!”
So, that’s exactly what I did; little did he expect for the next four months I was going to follow him to every single meeting. I was a sponge, absorbing as much information on the culture, people, and value of OTB as I could. As we left every meeting, Steve would always say the same thing to me, “Find a way to add value and we’ll find a place for you on the team.”
That’s exactly what I did. I studied each client and company we were involved with, around 15 at the time, and found a way to add value for each opportunity. To keep a long story short, after those four months, Steve kept his promise and to this day I am still at On the Ball. I guess I continue to add value, depending on who you ask!
Throughout my tenure at OTB, we have helped entrepreneurs in every industry from fitness, entertainment, travel, sports, and technology. One time, we even took an idea from an entrepreneur off a napkin and named it, packaged it, and took it to market. Steve and OTB’s collaborative work environment and niche of working with entrepreneurs ended up breeding one within me.
Four months ago my cousins and I, all young entrepreneurs, opened up a cold-pressed juice bar in Aventura called Raw Republic. Everything down from the name, tagline, logo, and social media campaigns, was all thanks to the experience I have been through with other entrepreneurs at On the Ball Marketing. My past experiences guided us in the development and launch of our own brand. Strategy, creative, business development, all gave me the confidence to bring value to my cousins while incubating our first store. None of which was possible without Steve and On the Ball Marketing.
Today, Steve not only lives and breathes entrepreneurialism, but speaks about it to students, corporate organizations, and other entrepreneurs as well. He has always said to me, “Success leaves clues.” Maybe that’s why I continue to stick around! OTB’s distinguished reputation in South Florida and our ability to attract innovative entrepreneurs gave me the experience and the confidence to open my own business. Although it’s pretty freaking cool to call yourself a co-Founder and President, none of this would have been possible if I didn’t get a little lucky (Yes, I am saying it Steve) to have Steve mentor me over the past three years.
Every day I wake up stimulated, eager, and fortunate that I get to go to work wondering what entrepreneur or new venture we will get to work with next. Thank you Steve and On the Ball Marketing for applauding the entrepreneurial spirit…who’s next?
By Zachary Stein
Can you feel it in the air? The holiday season is almost upon us.
If you can’t feel it, you’ll definitely saw it Thanksgiving Day.
The start of the 2014-2015 holiday season was kicked off at the annual Macy’s Thanksgiving Day Parade. The parade combines many forms of art for a wide array of audiences. Excitement for the holiday season is built up throughout the festivities, from live musical performances, choreographed dances, fabulous floats, intricate theatrical performances, and the classic iconic balloons.
But how does a parade manage to stay relevant over the years? It doesn’t hurt that the parade has been in production since the 1920’s. But what factors make this event feasible to put such a large sum of marketing dollars behind it in today’s technically advanced world?
Being the primary benefactor of the event means the Macy’s brand and logo is front and center throughout the day and is guaranteed prime exposure. Macy’s even has a brick and mortar shop on the main drag of the parade for bystanders to be able to take a piece of the event home as well as a website for more parade souvenirs you didn’t want to purchase the day of. Macy’s has been able to take advantage of this aspect of branding for so long that, even if the parade were to gain new sponsorship, the title “Macy’s Thanksgivings Day Parade” would still be left in the minds of the masses for years to come. Having that type of brand loyalty is extremely powerful.
Approximately 3.5 million come out to personally spectate this extravagant event every year in New York City. If you think that’s a lot, it doesn’t compare to the 50 million people who watch from the comforts of their home.
Diverse Target Audience
The Macy’s Thanksgiving Day Parade does a phenomenal job of marketing to a wide array of demographics. The parade brings current pop culture stars along with classic acts, ranging from cartoon icon Pikachu, to Frozen’s Idina Menzel, to the Rockettes. The parade always has the right mixture of talent to keep a broad range of spectators engaged.
So now the question at hand is how has Macy’s taken this parade from excellent to extravagant? How can you make a parade even more appealing?
In today’s world, the answer is obvious – through the use of social media. If you follow @Macys and #MacysParade on Twitter, you will receive real time updates about the parade as well as the opportunity to join in conversation on which floats, performances, and spectacles are your favorite. You might even get a tweet read on television for all your friends to see! This creates a unique experience that engages the audience to not only watch the parade but to participate as well. This creates a positive user experience that makes the public feel like they are a part of the brand.
With all this inspiration created by viewership, performances, and social media, Macy’s accomplishes its goal to provide quality entertainment while bringing children and families together on this most cherished national holiday.
This atmosphere also subconsciously prepares the public for the start of the holiday shopping season. Did anyone forget that Black Friday is the day after the parade? For Macy’s, one of the world’s largest retail brands, this is exactly what they want. So, is it worth paying the marketing dollars to produce such an extravagant show? The answer is YES.
Why do you enjoy the Macy’s Thanksgiving Day Parade? Share your thoughts on our Facebook page!
By: Peter Mueller
There are a lot of tech startups popping up everywhere these days. While some have been around for some time and just now starting to gain traction, there are many that are fairly new. In keeping with our philosophy of helping emerging startups, we are proud to assist these four, revolutionary concepts in getting to the next level.
With a South Florida home base, these four tech startups are definitely companies to be watching out for.
RealConnex is an online marketplace for commercial real estate professionals.
Founded by a commercial real estate developer with an extensive technology background, this site is taking all the parties involved in a CRE transaction and matching them to deals online. Think LinkedIn meets Match.com for real estate! Recently, RealConnex was recently named one of the top 150 disruptive startup companies in the world and one of 14 most likely to disrupt an industry by Web Summit 14. If you or someone you know is in the commercial real estate industry, sign up is free for a limited time while in beta testing.
Do you know what your PR score is? Most of us don’t but reputation still matters. Public Reputation manages your online reputation across an entire landscape of social media, customer reviews, and online listings. In a world where everyone is online, it’s impossible to manage negative reviews. Whether you are an online business or brick and mortar with several locations, you’ve got a “rep to protect”. Your business can also become PR Verified, letting customers know that you care about the integrity of your business’ reputation.
iGlucose is the next gen in glucose meters. This meter checks your glucose levels and automatically sends a text message or email of your reading to your loved one, caregiver, or physician. Parents will know when and if their child checked their levels and what they are and doctors can keep track of patients. No more recording levels (or not, as most diabetics are non-compliant) or forgetting to test. It is currently going through FDA approval and will be available for purchase soon.
BoatSetter is the “ultimate boat sharing” network. This platform is considered the Airbnb of boats. Here’s are your options: 1. You can offer your boat to be chartered and decide who goes on your boat and at what times. 2. You can charter a boat 3. You can charter a boat with a captain so all you have to think about is having a good time. BoatSetter allows you to discover the world of yachting, sailing, and cruising without the hassle of owning your own boat.
With South Florida becoming a hub for startups, these four tech startups in particular seem to be taking advantage of Florida’s offerings to make an impact on the community as well as disrupting the tech world. We look forward to seeing how these companies continue to succeed and develop.
By: Michelle Esposito
What happens in Dublin…doesn’t stay in Dublin, and for that we need to be grateful.
This past week I attended Web Summit 2014, a global conference “where the tech world meets”.
The New York Times calls it “the grand conclave of the tech industry’s high priests” and it lived up to the warm accolade.
What started in 2010 as an informal meeting of 450 members of the tech community collecting together in Dublin has blossomed into an event of 20,000 plus attendees, 100 plus countries, 500 speakers and 1,000 plus journalists.
Now, each year, Dublin becomes the international tech capital for three days.
The conference’s mission is to bring together the global tech community to examine, refine, and, quite often, redefine the impact technology has on businesses and their often-complex societies worldwide.
Once again, it delivered.
One story circulating was the success of Uber, who received a $26 million investment over a pint of Guinness at a previous Web Summit, serving as a clear indication of just how important this conference is.
So, besides the Guinness and Jameson Irish Whiskey, why was On the Ball at the event? I am glad you asked.
RealConnex, one of the partner companies in our portfolio, was named among the top 150 disruptive startup tech companies in the world.
We were invited to Dublin to participate in the SMART program and showcase how this new platform was going to revolutionize the real estate industry; much the same way Apple disrupted the way we listen to music by inventing the iPod.
RealConnex is an online marketplace for commercial real estate professionals – matching them to capital, lenders, JV’s, services, opportunities, and each other in real time. Matching is supported by a set of integrated, CRM, networking, and business development tools.
Throughout the three days we engaged in what amounted to mini-pitches to anyone from potential investors, strategic partners, media, students, etc. All parts exciting, engaging, and exhausting.
We were in company as well as surrounded by other great entrepreneurs and ideas.
One that really stood out to me was a company called PLEY, which has created a Netflix type model for Lego toys where you subscribe and, each month, rent a new Lego unit.
Not only is this company fascinating, but validating, as they managed to raise SEVEN MILLION to continue to grow their company.
Another disrupting business is RINGLY, which creates beautiful, smart jewelry and accessories that keep you effortlessly connected to the things that matter most. Their core belief is that technology can be more discreetly integrated into our lives.
The massive event was filled with great design, great names, and even greater services.
Finally, each day’s end led to what they called “Night Summit,” which included music, food, drink, and socializing.
This was an incredible event on a multitude of levels. Above all, my number one take away is this…
Even with all the technology swirling around us it is still all about the people. This is justified by one of the many new contacts we met, a gentleman named Tarek Issa. Another entrepreneur like myself, Tarek lives and works in Paris, and will now become a collaborative partner for us.
Watch out, we are going global!
More information on the attendees within the START program at Web Summit 14 can be found here.
To learn more about RealConnex (you can currently sign up for free!) click here.
BY GIANA PACINELLI
When you hear about or see a diabetic, what is the first symptom or characteristic that comes to mind? It is likely to assume that the answer will drastically vary from person to person and most responses will be unrealistic or exaggerated.
Hosted by the American Diabetes Association (ADA), November is considered to be the official Diabetes Awareness Month with World Diabetes Day being November 14. While there is an obvious correlation between October and Breast Cancer Awareness, Diabetes Awareness Month and November do not receive the same popularity. Despite this, nearly 30 million children and adults in the US alone have been diagnosed with diabetes. What’s more, almost seven million people with diabetes have not yet been diagnosed. Raising awareness of this ever-growing disease is one of the main efforts behind American Diabetes Month (ADM) and the ADA. Throughout the month, programs go on within the country focused on gaining national attention on issues surrounding diabetes and the millions impacted by the disease.
What many do not understand is that there are three types of diabetes. While a healthy diet and exercise can be a preventative action against diabetes, in some cases, it is unavoidable and hereditary. The stigma that a diabetic is someone who is overweight is incredibly incorrect.
Additionally, while many believe that diabetes is simply maintaining glucose levels, it has far more serious risks. Two-thirds of diabetics die prematurely from stroke or heart disease. The life expectancy of a person with diabetes is approximately five to ten years shorter than the average person’s.
This cause hits close to home for the team here at On The Ball as one of our clients is iGlucose, a smart meter that automatically sends glucose readings via text message to family members, caregivers, or physicians. While serving this client for almost a year now, the research, focus groups, and interactions with diabetics have had a major impact on our opinions and knowledge of diabetes and awareness of how much of the world has a misleading view on the lifelong disease.
The Call to Action
For the month of November, we are focusing our social media efforts on teaching others about diabetes through iGlucose’s social channels. In order to help raise awareness, we are asking each person in our network to commit one action to help us raise awareness in honor of Diabetes Awareness Month. Whether you share an iGlucose Facebook post, inquire on more information on diabetes, or attend an event, if we can raise diabetes awareness in one additional person we can feel productive. Every 19 seconds, someone is diagnosed with diabetes. With your support, we can continue to fight back. If you would like to join an event, we highly recommend Tour de Cure South Florida, a day where cyclists of all levels join forces in the fight to Stop Diabetes and raise funds for diabetes research and education in support of the American Diabetes Association. If you are not based in South Florida, you can find a tour in your area here. To find out more on iGlucose, visit their: website, Facebook, Twitter, Pinterest, and Google+.
Remember, finding the cure starts with awareness.
BY AZIEL SHEA
Here at On The Ball, a digital social media marketing firm, we rely heavily on multiple platforms of technology that have great advantages for digital marketing across the board. Being in the digital space, we rely heavily on multiple forms of technology, which has its advantages and disadvantages. In today’s society, both personal and in business, we have become very dependent on technology in a short amount of time. The question is where do we draw the line when it comes to technology?
Dependence on technology has become the norm and it is seen as taboo if people are not using it. Without technology everyday living would be difficult. There isn’t a day that goes by that a person doesn’t talk on their cell phones, drive a car, or utilize some type of electronic machine. Technology has completely taken over people’s lives and they don’t even realize it.
As with most disruptive innovations, there is a positive and negative perspective. There are limitless opportunities for these modern advancements as much as there are privacy issues. The newest of these technology fads is in wearable tech. On one side, it would be convenient to be told that you are about to enter traffic in your way to work, with a detour on how to avoid it. On the other side, you can be exposed to even more advertising overload. How American consulting firm PWC describes it, with wearable tech, “…brands could even tap body cues to tailor messaging. Sensor revealing that you’re thirsty? Here’s a coupon for smart water. Low on vitamins? Flash this for $1 off your favorite vitamin-loaded juice product.”
From the NFL to Apple and Google, this newest technological advancement has created a fresh medium for their consumers to become even more attached to technology. What we are trying to determine is, how much is beneficial and how much is too much?
This NFL season, new radio-frequency identification (RFID) transmitters have been placed inside the shoulder pads of each player to capture precise location measurements, in real-time, during the football game. The information is then used to calculate statistics such as position, speed, and distance. For the first time, this technology allows the NFL to accurately capture real-time statistics, such as total distance run, and gain instant feedback into the action on the field. This type of wearable tech could also provide fantasy football players unbelievable information. However, an appeal of watching sports games is the natural feel of it. When players are being tracked and targeted like robots there is a potential of taking away from that impression, which is why MLB has taken the stance away from wearable tech.
Additionally, the recent introduction of Google Glass has been since as a revolutionary step towards medical discovery and more effective and efficient surgical procedures. On the other side, many view it as intrusive. This has led to issues such as fights at bars and even getting pulled over by police. Wearers of the Google Glass seem to be in their own Virtual Reality. While looking at the sky, it gives you the weather. When you’re walking or driving down the street, directions where you’re heading appear in your field of vision. This technology allows for never-ending stream of data to our senses, which make our society even more distracted than it already is. It’s more supplementary than complementary. Data is persistent rather than dismissible. In many cases, the data becomes central to how we interact with each other and objects around us.
This new wave of wearable tech is pushing the boundaries of human target advertising. Society as a whole will soon face the decision of how much personal information they are willing to provide and how much is taken without permission. This opens up consumers to even more privacy issues than targeting what we recently searched on Google. This is most recently seen with the hacking into celebrities’ private photos and Target’s information database.
A boundary line has to be drawn, but where does the line start? As a digital social media marketing firm having user information provides us the proper data to run successful Facebook Ad campaigns. Innovation isn’t everything, however, in a world where technology is consuming anything – how does one not evolve with it?
What are your thoughts on wearable tech? Share your opinion on our Facebook page!
BY MICHAEL PETRUS
When a company is launched, there is a heavy focus around building a defined brand image. Brands such as Apple and Starbucks are idolized for their success of creating more than just a logo, but a perception in the mind of a consumer. What is often overlooked, however, are the importance of building your own personal brand. Personal brands allow individuals to leverage their unique value proposition to exploit their success in multiple facets. Some personal brands to admire are those of Madonna, Steve Jobs, and Lebron James.
When you hear the name Lebron James which perception comes to mind? In the short time that the Miami Heat champion has returned home to the Cleveland Cavaliers Lebron James has successfully done what many fail to do. He has altered his personal brand image, rebranding the king.
When Lebron James decided to take his talents to South Beach, it was an announcement that would eventually make him polarizing. What was most interesting about this decision was the way in which he decided to reveal his departure from Cleveland.
One season after he had dealt with the backlash from fans and media, James was noted in many interviews saying that he could have handled the announcement differently.
Fast forward to this past 2014 summer, where James was once again faced with making a decision that would have significant impact on the basketball world as well as his brand image. Lets just say we all received a crash course in rebranding courtesy of the Lebron James camp.
Taking a look at the strategy deployed by Lebron’s team from the second announcement in comparison with the first gives us an understanding of how rebranding can have a positive and rewarding outcome on your brand, when done correctly.
This time around, Lebron decided to make his big announcement through a well-respected and trusted source, Lee Jenkins of Sport Illustrated. Jenkins not only works for a credible, industry-related news outlet, but Lebron has a great relationship with him and he know Jenkins would understand how to protect the Lebron James brand in the present and future. Jenkins used an essay style “coming-out” for Lebron in a way that he could address his fans intimately and free of any interruption from the media.
Lebron addressed many of the questions he knew he probably would have to address in days to come from the media. Why did you leave? Was it the players? Was it the coaching? Was it the front office?
He chose to take this opportunity to quiet the conspiracies and answer these questions as explicitly as possible, leaving little to bicker about.
“I’m Coming Home.”
Despite the harsh comments and attitudes toward Lebron from fans and media when he decided to become part of the Heat organization, this time, the champion claimed he was returning home. Who could be offended with a soldier wanting to go back to his roots? Lebron was in search of the ultimate prize, learned how to achieve it in Miami, and now wants to take that experience back to his sanctuary.
Using this shift in rebranding the king to their advantage, Beats by Dre recently released a commercial with Lebron “re-establishing” himself within the community and school he was once a very big part of.
On The Ball Marketing is typically faced with the challenge of branding a business as well as the face of the business. With On The Ball, Principal Thinker Steve Nudelberg uses his personal branding to build the business while creating himself as a thought leader in the entrepreneurial space. Understanding what your message is and how to properly execute the delivery of that message, brand or personal, is where OTB is able to make its greatest impact on our client’s businesses.
We all know how the first decision played out and how Lebron was able to silence his haters by performing at such a high level. But it also came with a high price tag. Throughout his entire stint with the Miami Heat he had to carry a heavy load of criticism from many channels.
Lebron looks as if he’s been able to put Miami behind him and focus on his new team in the pre-season. With the upcoming regular season around the corner, we will watch how his latest decision will play out personally and professionally.
One thing is for certain this time around, his determination on how to handle “the decision” was more thought-out and executed more tastefully, making his shift in rebranding the king much more well received.
Do you think Lebron was able to shift his brand image successfully? Share your thoughts on our Facebook page!
BY GIANA PACINELLI
The Starbucks Experience
If you are a coffee drinker, it is safe to say you have a favorite coffee shop. If your favorite coffee shop is not a Dunkin Donuts or a Starbucks, it is likely to assume you still have a preference between the two coffee giants. The team at On The Ball has been notorious for being on Team Starbucks. In fact, before we had an office, our first major clients were signed while working out of a Starbucks. While we worked, we could study the people who entered in and out of Starbucks. Some would indeed come in to grab a quick cup of coffee, but most were there for more: a first date, a study session, a work meeting, a break away from the chaos of the world, regardless, it was a purpose that was more than a cup of coffee. From a marketing standpoint, it was clear that Starbucks offered a unique experience than other coffee shops, and other businesses, strive for.
This experience is so successful; Principal Thinker Steve Nudelberg has begun challenging people in his sales training to have 50 cups of coffee. That is, have 50 coffee dates with 50 individuals in order to ultimately grow your network and sales, all encompassed around a casual meeting over a cup of coffee.
The Starbucks Campaign
Two weeks ago, Starbucks launched an advertising campaign called “Meet Me at Starbucks.” The campaign doesn’t focus on products, like advertisements typically do. Instead, it focuses on the customer experience, that more than coffee feeling that you get from being at a Starbucks. The brand chronicles a day in the life of Starbucks through a mini-documentary, shot in 59 different stores in 28 countries in the same 24-hour period. The ambitious endeavor produced 220 hours of footage, featuring stories from a hearing-impaired group meeting to a scrapbooking party. A condensed, 60-second spot began airing in the US last week, with a YouTube homepage takeover that launched on Oct. 1.
Starbucks spokesperson Linda Mills says that the campaign is expected to be ongoing, with the potential for individual markets to air their own TV spots. Besides the TV ad and YouTube channel, the campaign will also include display ads along with Instagram hashtag #HowWeMet, with Starbucks encouraging customers to take photos illustrating how people have met. “Meet Me at Starbucks” will also be present on Twitter and Tumblr.
The Starbucks Success
Starbucks has rarely focused their marketing efforts on advertising. They have strived to be a more holistic, word-of-mouth driven brand. In fact, until 2007 they had never had a national TV campaign. Instead, Starbucks focused their efforts on that connection between the brand and their customers – whether it be their music store, free WiFi, customer rewards card, even their trained, brand ambassadors (i.e. Starbucks baristas).
The “Meet Me at Starbucks” campaign is more than just an advertising push; it continues to strengthen that connection that has been brewing since Starbucks’ early beginnings. It is this customer-brand connection that On The Ball strives to create for every one of our clients. Although we no longer work out of Starbucks, it is still a staple meeting point for prospect and client meetings. Although you may disagree with Starbucks prices or are simply not a coffee drinker, you cannot mistake the connection and the presence that Starbucks as a brand has successfully created on a global level. As we at On The Ball continue to develop our marketing efforts the Starbucks brand will serve as a role model for how to elevate future brands with that unique customer experience.
What do you think of Starbucks unique marketing campaign? Share your thoughts on our Facebook page!
BY GIANA PACINELLI
The Truth About the eBooks vs. Print Debate
When I was a child, I was the definition of a bookworm. I read in my bed, at school, even at the kitchen table. My parents had to limit me to ten books a week just to ensure I’d get some form of social interaction. At the time, I actively sought out learning new things. Nothing felt more comfortable to me then the crisp pages of a new book with a new story to tell. As I grew up (and, thankfully, developed a more social personality), my reading techniques evolved as well and I began to find more convenient ways to sneak in a few pages. Now, I can read on my phone, my tablet, or my computer. While these things are more convenient, I often found myself yearning to flip a page, highlight a unique thought, or fold a page over to examine how much I had left to read.
How has the switch from paper to electronic changed the way we read and comprehend?
In this digital age, we have become totally dependent and connected to our screens, including the way we read. Magazines, newspapers, and novels are all available on a screen.
However, have you ever thought about how the manner in which we read changes the way we read?
Studies have been done recently to explore the effect digitization has on our memory. Anne Mangen, a researcher from Norway’s Stavanager University, asked 72 Norwegian 10th-graders to read text from a piece of paper or from a computer screen. In the end, those who read the hard copy version excelled higher on a reading comprehension test.
Other studies have suggested that people comprehend less when they read on a screen because screen reading is more physically and mentally demanding than reading on paper. Additionally, when you read, you create a mental representation of the text in which meaning is fastened to structure. In contrast, e-readers and smartphones interfere with navigation of the text and restrain readers from mapping the story in their minds.
Here are five other reasons you should consider ditching your e-reader:
1. You don’t have to turn off your book on a plane
2. You can read a paperback in the sun (and bathtub)
3. You can’t get an e-book signed
4. Hardcopy books don’t die
5. You can scribble your thoughts on the side to reflect on later
Sometimes, you don’t want an app for that!
That is why On The Ball created the company, On The Book, to encourage businesses to give their employees the gift of reading, with a personal touch. On the Book has the ability to take any published book and customize it to deliver your corporate message. This holiday season, with your book order you will receive a FREE gift box with every book.
Can you think of another reason why you prefer real books to eBooks? Share your thoughts on the eBooks vs. print debate with us on our Facebook page!
BY CHRISTINA MEYER
Millions of expensive ads get ignored everyday.
Predicting the effectiveness of an ad is almost impossible. Even to the greatest of marketers, there is mystery and awe behind videos and memes that go viral on the Internet.
If predicting ad success were possible, there would be agencies solely in the business of making viral videos. Making only #1 best-selling books would also be big business (and we won’t go into politics and honest rating systems in this blog post).
Businesses who are eager to boost sales must first take the risk of deciding to advertise and then increase their chances of seeing results by hiring an effective advertiser.
Impressive portfolios and track records hold weight, but knowing the qualities of an effective advertiser can help a businesses hire the right agency confidently.
Finding the Right Advertiser for Your Business
Want to reach the heart of your audience and get chosen amidst the noisy world of ordinary ads?
Before you commit to advertising your service, product, or brand, read these 7 qualities to look for in an effective advertiser:
Look for an advertiser with the conviction to sell your product no matter what medium or platform they use to get your message to the masses.
Effective advertisers are intuitive and artistic but they should not be “prima donnas” who aren’t taking your success into consideration. For a business, it’s still always about the bottom line!
Great advertisers also understand their craft and believe in their work.
If you’re having a hard time letting go of an idea that they don’t agree with, don’t be surprised if they give you a little pushback and stick to their convictions on what they believe is the right message for your product or service.
Remember, they’re the experts at what they do just like you’re the expert at what you do.
You can’t measure interesting. Ever walk through an art museum with a friend and realize you may both gravitate to different pieces, while at the same time both wonder how some art ever becomes famous?
An artist has a unique ability to connect with the human soul and this can’t be taught.
Art comes in many forms—there’s even an art to science!
It’s mysterious, immeasurable, and sometimes suspicious. But it’s completely human, different, and it grabs the attention of those it will resonate with the most—that’s what every business wants to achieve when finding the right buyer.
3. Detailed Knowledge of the Product
Every entrepreneur knows the importance of the “elevator pitch.” Creating a concise, effective pitch for those elevator moments requires intimate and thorough knowledge of their business.
Apple products almost sell themselves these days; but without intimate knowledge of product design and user experience any advertisement would remain disconnected from both the product and the audience. The message would be cold, bland, and lack creativity at best.
Of course, no one wants to work with a dishonest person. And this is exactly why you need an advertiser who will be honest about your product in your ads.
Honesty in advertisements should naturally follow intimate knowledge of the product.
Gimmicks, tricks, and marketing ploys might catch attention but they likely won’t sell your product and generate repeat customers.
A recent commercial advertising Beats by Dre, featuring Serena Williams, is honest about what the product does. The artistry and humanness of the message leaves you feeling connected to Serena’s experience and easily imagining one similar for yourself.
If you believe your product or service deserves a place in the market and that it has the power to improve lives — don’t settle on the status quo.
An excellent advertiser has the ability and desire to influence and promote different, and better, thinking in the world.
Marketing research is useful but can sometimes get in the way of innovation.
American Ad Legend, Bill Bernbach, said,
“Research can be dangerous. It should give you facts and not make judgments for you… We are too busy measuring public opinion that we forget we can mold it.”
Mere logic will rob us of change, progress, and increased effectiveness.
A desirable advertiser is self-aware, knows how to sense a potentially good (or bad) thing down in their gut, and knows that he doesn’t (and can’t) know everything!
If an advertiser has good intuition then he or she can better tap into the emotions of your audience and their intuitive response to your ads.
An advertiser should have an understanding of how your audience reads or listens so as to create a message in the right context. Essentially, your advertiser should have a good perception of your audience’s perception!
Creativity in the purest definition of the word is at the core of an advertiser worth hiring.
Ready to Jump in the Water of Marketing and Advertising?
On The Ball invests time and talent in emerging businesses to help them grow. Let our creative team show you our advertising chops! Give us a call at 954.332.2200.