Informed Instinct Unleashes the Power of Conversuasion™, Gives Clients Competitive Edge
Advertising veterans Diane Seimetz, Dave Wilgus and Michael Boone put their preaching into practice with the opening of Informed Instinct.
The founders of Launch Agency, the award-winning Dallas creative boutique specializing in the strategic positioning and marketing of new and mature consumer brands, recently launched the communications consultancy as a complement to the advertising agency’s services, and to answer an unmet business need among clients.
Although 85 percent of all purchase decisions are made or heavily influenced by females, marketing as an industry has traditionally been male-dominated – particularly in the C-Suite. This new venture, designated a Texas Historically Underutilized Business, or HUB, is majority woman-owned with a focus on females as the key drivers in the B2C space. “We use the Power of Conversuasion – informed by insight and blue-chip brand work – to help clients engage their customers and activate bottom line results,” explained Seimetz. “You can’t short-circuit experience, and you can’t manufacture insight. Our multidisciplinary team has amassed both, gleaned on the battlefield and in the winner’s circle, and we’ve turned them into tools to help our clients’ achieve even their toughest business challenges in a very competitive business environment.”
Informed Instinct is a marketing services company, expert in tackling the toughest consumer brand challenges through the Power of Conversuasion, the insight, intelligence and experience gained by crafting consumer communications and brand positioning strategies for some of the world’s most successful companies.
Agency News | (0) Comments
Inspired by the “My First Job” article series on LinkedIn, we had our very own thought leaders reflect on their first working experiences. In the last article in our 3-part blog series, David Wilgus recalls his first job and what it taught him.
I got my first real job when I turned 16 and my parents let me know that I was off the allowance dole. I applied for a job as an usher at the now-defunct General Cinema Theater. Those of a certain generation will remember the animated mascot Popcorn Bob and his Candy Band. I had always been a big movie fan and thought this might be the perfect job because one of the “perks” was getting to see movies free. I quickly learned that being an usher was the opposite of Hollywood movie glamour.
The required usher “uniform” was black slacks, black shoes and a white shirt. They supplied a nifty polyester, powder-blue blazer with the GCC logo. Unfortunately, I was late getting to the supply closet that first night on the job due to my 15-minute orientation. The only jacket left in the closet was two times my size. There is nothing more humbling than wearing a giant blazer with rolled up sleeves. Never be late (to the supply closet) was a critical lesson I never forgot.
The job entailed a lot more than tearing tickets. We stocked candy shelves, changed out carbonated drink syrup bottles, popped mountains of popcorn and cleaned empty theaters. I learned that friendships are built when a team of people work together to achieve even mundane tasks.
One Saturday morning I learned the value of helping your teammates in difficult situations. The theater had a special matinee price for kids. Moms would drop their children off to see a Benji movie while they shopped at the mall. They would give them money for popcorn and candy and the kids would stuff themselves. One of the female ushers came to me in a panic. She looked pale and was gagging a little. Several kids had thrown up in the girls’ bathroom and she was told to clean it up. She couldn’t do it and begged me to help. I did the dirty work and cleaned up the horrific mess. I won lots of brownie points that day with all the female ushers, and it paid off in future favors when I needed to rearrange my work schedule or needed to get off a little early.
Another valuable lesson learned from my cinema days was to look for new opportunities and take chances. One night the assistant manager asked if I wanted “sign duty.” I was told that it paid $5.00 an hour vs. the $2.10 minimum wage I was making as an usher. I jumped at the chance to make more money but had to rethink my decision when I found out what the job entailed. “Sign duty” meant climbing a 12-foot ladder up to the giant marquis and changing the movie titles. This was a two-man job and the first step was convincing one of your teenage buddies to go and hold the ladder for you. Once you recruited an assistant, the two of you would begin by getting all the title and time information and matching it with the huge black plastic letters we had in storage. Unfortunately there weren’t always enough letters for the longer titles, so we did our own editing. Bring Me the Head of Alfredo Garcia became Bring Me Alfredo. I wasn’t afraid of heights and actually kind of liked the job and loved the extra pay.
I ended up working at General Cinema throughout my high school years and, as much as I enjoyed the experience, it taught me perhaps the most important lesson of all – I definitely wanted to do something more with my life. The summer of my senior year I got a call from the Cinema manager. He offered me a full-time job as assistant manager. “No thanks,” I said. “I’m going to college.”
Inspired by the “My First Job” article series on LinkedIn, we had our very own thought leaders reflect on their first working experiences. In this second article in our 3-part blog series, Michael Boone recalls his first job and what it taught him.
I was fifteen with plans to buy a car when I turned 16. So I needed money. And a part-time job. I was surprised to learn that many places wouldn’t hire someone younger than 16, and then, when I got the gig, how torturous a four mile commute in Texas summer heat without a car was (#DeathValley).
Who hired me? A fledgling company (I’m aging myself): Wendy’s Old-Fashioned Hamburgers. They were not yet 10 years old and had just expanded into DFW.
I started on a Thursday evening shift, after school. The sane, rational manager, Steve, who used to reminisce about hearing CSNY sing in 4-part harmony at Woodstock, took me under his wing. Anyway, I nailed it! I worked the grill, “dressed burgers”, worked the fryer and kept up with the dinner rush. I was ready to accept my gold watch and lifetime achievement awards when my shift ended.
Then came shift #2. The very next day. Friday night.
The manager, Steve, was off. The less sane, less rational, snarling ball of attitude assistant manager, Reggie, was in charge. And this particular Friday was probably the busiest day in the history of burgerdom (right?). Far busier and more hectic than the previous night, 24 short hours ago.
I took my place in the prep line, fell behind, might’ve botched a couple orders then was unceremoniously banished to the fry cooker or rest room clean-up. My mojo was no more. Next thing I knew, Reggie invited me to leave early; he sent me home having decided they’d be better off with one fewer pair of hands, since those hands were mine.
It was humiliating but I got it. I’d been thrown into the French fryer pretty fast without much training or practice. Yes, the mistakes were mine. I got burned for $2.65/hour.
I’m not sure when my next shift was but I prayed that Reggie would not be there (ever). Wish not granted. I did outlast Reggie at the restaurant (not sure if he quit, was fired or got transferred). Soon I proved competent and trusted on every day of the week, even earning a raise after several months of toiling on the grill and doing back-breaking clean-up work. To $2.70/hour, which thrilled me until a smart-ass friend of mine pointed out that the increase rolled-up to $2 gross for a full forty-hour work week. Nonetheless I had fun and stayed at Wendy’s until my family moved and the commute was not feasible. I did get my car, too, so the story turned out well. Except that the car was a lemon…
What did I learn? Baptism by fire is ok, to some degree, but putting someone unprepared and inexperienced into a setting with some risk reflects poorly on the manager, less so the worker. Oh, and I almost never lose my patience with fast food workers because I know how hard and thankless the job can be for so little pay. Hard living!
Inspired by the “My First Job” article series on LinkedIn, we had our very own thought leaders reflect on their first working experiences. In the first part of a 3-part blog series, Diane Seimetz recalls the life lessons received from her first job.
Though I’d been babysitting and snow shoveling since pre-puberty, my first real job was at a toy store called Kids Town in DeWitt, New York.
Initially, the thought of total toy immersion as work was positively euphoric; I imagined hours frittering away with Flatsy dolls and Shrinky Dinks and battery-operated Star Wars light sabers AND GETTING PAID FOR IT.
The first Saturday they scheduled me at 8 a.m.(first lesson learned: I’m not a morning person), pressed a time card in my hand and introduced me to my new manager. Not Manager “Josh” the cute high school senior with big guns and tight Levi’s in my mind’s eye – but Manager Esther, a grandmother with glasses on a chain around her neck and a really bad attitude. Particularly when it came to me. Particularly because we were all on commission, and it became clear pretty fast that Esther scared the crap out of most kids and their mothers. So when I arrived on the sales floor – “What Me Worry?” t-shirt and seersucker elephant pants and all – Granny E’s GNP started taking a hit. Needless to say she didn’t take this very well, and banished me to the cribs and diaper pails area of Kids Town, also known as Siberia. Undaunted, and also a little dense, I started making the “back of the house” cool – letting kids demo open box items and explaining how the newfangled electronic games like Atari worked, since the other Methuselahs on the sales floor had no clue. Lesson two: Success is the best revenge. I went from $2.30 an hour, minimum wage, to averaging almost $5 an hour that year. I found my competitive spirit among the Cabbage Patch Kids, and I never lost it.
To Be Continued….
On October 24, Dean McBeth spoke to Social Media Club of Dallas members about the popular Old Spice Campaign and learnings he was able to achieve as the campaign architect. Witty and informative, Dean carried us through the campaign journey, emphasizing the need to experiment as well as encourage the strongest advocates of a brand.
While there was a plethora of great information, here are a few takeaways to be considered in any campaign strategy.
Experimentation is Key.
McBeth was eager to note that the Old Spice campaign did not strike gold with the first concepts. The campaign team behind Old Spice experimented with several spokespersons and approaches to find the best fit with their customer base.
Enable Consumers to the Do the Work for You.
With any successful product, there is a core group of customers who energetically and enthusiastically advocate for your brand. Aligning your campaign strategy to engage with this group will add a stronger sense of “excitement” about your brand message that is will be readily passed on to others in the advocate’s personal realms. In the case of Old Spice, the team actively used social networks such as Reddit, YouTube, and Twitter to engage in two-way question and answer dialogue with fans of the brand.
The secret to doing great work? Trust and Guts.
On many levels, it takes trust to take execute a risky and highly unconventional campaign. McBeth noted that based on concept testing alone, the famous Old Spice campaign could have been nipped at the bud. However, the Old Spice team believed in McBeth’s strategic instinct and allowed him and his team to fearlessly engage the consumers and create an iconic campaign.
McBeth used a variety of anecdotal stories and visual experiences to carry us through the journey that led to the Old Spice campaign’s success. Many thanks goes to McBeth and the Social Media Club of Dallas for such an insightful and enjoyable event.
Industry News | (0) Comments
Launch Agency was recently recognized on national and regional 2013 Top Agency lists by The Agency Post and the Dallas Business Journal.
The Agency Post recognized Launch Agency in their national 2013 compilation of 100 fastest growing agencies. Listed at 82, Launch was on the short list of agencies that The Agency Post considered to have “demonstrated fortitude, strong relationships, great work and strategic ideas” while maintaining a strong business structure that would ensure growth and financial stability.
The Dallas Business Journal included Launch Agency in their annual list of Largest North Texas Advertising Agencies both based on capitalized billings, and by employee size. Launch was ranked 11th in capitalized billings and 12th in number of employees for area advertising agencies.
Agency News | (0) Comments
Launch Agency earned its way onto the 2013 Inc. 5000 list of the fastest growing private companies in America. It is the 4th straight year to be so honored, following 2010, 2011 and 2012.
According to Eric Schurenberg, Editor in chief, Inc. magazine, the median company on the 2013 list increased sales more than 140% since the start of 2010. The average honoree grew a mind-boggling 468%, so the Inc. 5000 was harder than ever to get into this year.
To qualify, businesses must have generated at least $2 million in revenue in 2012 and be privately held, for profit, based in the U.S. and independent (not a subsidiary or division of another company). To view the complete Inc. 5000 list visit http://www.inc.com/inc5000.
Launch Agency principal, account director Michael Boone, credited the agency’s ongoing success to “combining strategic process with creative prowess, informed by years of big brand and fast-growth brand experience. That, and an incredibly talented team and terrific client partners.”
Agency News | (0) Comments
Launch Agency was awarded five medals by the Dallas Society of Visual Communications at their Dallas Show on June 1st, 2013.
The DSVC Dallas Show is an annual event where the best visual communicators in Dallas gather to enjoy the most creative work of the 2012-2013 season.
This year, Launch Agency picked up five medals at the DSVC Dallas Show. The award winning work was for client Viewpoint Bank. The humorous print campaign caught the attention of the DSVC and won in multiple categories including consumer newspaper and magazine. The campaign was awarded four Silver medals and one Gold medal out of only nine awarded that night.
ViewPoint Financial Group, Inc. is the holding company for ViewPoint Bank, N.A. ViewPoint Bank, N.A. operates 31 banking offices in the Dallas/Fort Worth metropolitan area, including two First National Bank of Jacksboro locations in Jack and Wise Counties. For more information, please visit http://www.viewpointbank.com orhttp://www.viewpointfinancialgroup.com.
Agency News,Client News | (0) Comments