With a journalism background, in college I was taught to keep the most important information up front. Of course this inverted pyramid structure applies primarily to news stories. But I think us journalists have the right idea:Once people get the information they want, they stop reading.

Image, Insight, Information
At MOVE, we use a different pyramid. Image is at the top, insight in the middle and information at the bottom. If you know Don Hart, MOVE President, and MOVEian John Catlin, you have definitely seen them draw this pyramid on the dry-erase board or at least refer to one of the “I’s,”

Here is a breakdown as explained to me by Catlin himself:

Image (or idea): One persuasive, catchy sentence that tells the audience what your brand, product or service is about. Example:A billboard.

Insight: Benefits that validate the idea and prove that the idea is valuable. Example:A print ad.

Information: From each insight, there is data and statistics that offer further creditability to the idea. Example:A website.

Getting Attention
The point of MOVE’s pyramid is to grab the audience’s attention so that, if they are enticed by the image, they will want to hear more about the insights; and if they are really hooked—no matter how tedious it may be—they will want to get more information. This is not the case with a news story that is intended to inform, but this works for marketing because it relates to the sale. After all, the client/consumer wants to get their money’s worth, especially when it is a big investment.

For example, say you are looking into finding the right marketing communications agency. You want to see what they are all about. Are they more creative, more business-oriented or both? If you like what you see here then you will want to see benefits—such as who is on their team and their client list/work. Then you dig deeper and read through case studies and meet with the team.

Turning Too Much Information into Just Enough
This hierarchy works so well—if I do say so myself—because it not only addresses the age-old dilemma of, “How do I get my audience’s attention?” It also helps break down a business’ marketing message.

Okay, do I still have your attention?

Let’s Say…
To get my point across I’ll try a couple more examples. Say someone asks, “What do you do for work?” You probably get this a lot, so you have your answer down pat; or maybe sometimes you get a curveball because it depends on who is asking.

Either way, at one time, I’m sure you had to take a few seconds to distill all the thoughts that come to mind into a concise answer that doesn’t put the other person to sleep—and if you’re that good the answer will even evoke more questions.

Let’s step it up. Say someone—and this is not just anyone—a potential customer asks, “Why should I choose your company, product or service?” Now those thoughts that swarm to mind are probably tripled. There’s the competitive advantages, company background, statistics, etc. But what exactly should go into that sales pitch to create insight so that the potential customer asks for more information?

Easy! Distill those thoughts into the appropriate category of either Image, Insight or Information and make the sale.

Committed to Local Food
We always find time to stay true to our brand values—one of them being our glocal commitment. Name an Ann Arbor local food event and you are bound to see a Hart there whether it be our MOVE CEO, Carol Hart, or President, Don, or one of their kids. In fact, Greg Hart works at The Brinery.

The Brinery Taste-Testing Event
This month we attended a tasting event hosted by the Washtenaw Food Hub and got to sample food from The Brinery. A local food artisan, David Klingenberger, of The Brinery innovates with vegetables like sauerkraut, kimchi and pickles through natural brine fermentation. As the company’s tagline, “Stimulating your inner economy” suggests Brinery products can aid digestion and boost the immune system. Want to know more? Owner, Klingenberger, is always on hand to educate on his products’ health benefits and lactofermentation (the fermentation process).

Exemplary Customer Relationships
Building relationships with their customers and the community is just as important to The Brinery as their food. You can taste the food, meet the people who ferment it and learn all about it at a handful of Washtenaw events from Selma Café to art galleries to Plum Market. By creating a one-on-one connection, they immerse their customers and the community in their brand experience. What kind of immersion experience could you create for your brand?

  Whatever experience you decide upon, make sure it is:

• authentic to your brand
• involves employees, business partners and people from the community
• personal and approachable

Oh, and by the way, if you’re feeling stuck—we could always help you define your brand experience. (Can’t you tell we are natural marketers?)

Until our next local food event!

Just like a viral YouTube video or Reality TV star, Pinterest’s popularity seems to have exploded overnight. With more than 10 million users, Pinterest is holding its own with fellow social media sites like Facebook and Twitter.

What’s it all about?
Pinterest is an online community where—as its name implies—you can pin different pictures that you find interesting. Here are some cliff notes at a glance:

• Categorize boards:  Pin pictures onto “virtual pinboards” that are categorized by your interests—from recipes to books to vacations.
• Share Pictures:  Follow friends, comment on pictures, re-pin posts and label pictures as your “favorite.
• Referral Traffic:  It’s a new channel for ideas and products to go viral, which is why it is becoming a popular venue for retail companies.

Basically, instead of bookmarking websites, Pinterest assembles everything into one place that is conveniently categorized by interests, popularity and even gift ideas.

Inspiring Our Creative Team
At MOVE, we regularly benchmark websites for design inspiration—and now it seems pinning is entering our creative process and project meetings. Thanks to Pinterest we can get lots of design inspiration in one place and more easily organize our design finds from other sites.

Jamie Bolak, our Creative Manager/Senior Art Director, has a board for Inspiration Ideas, Websites to Check Out, Logos and my personal favorite –“Digital Publishing Baby!” Fresh color palettes and clean-looking logos get Jamie’s creative juices flowing for when it really counts—client projects.

When I’m not seeing wedding pins from our newly engaged Art Director, Nikki Paffi, or style and recipe pins from other “pinners” I’m following, my Pinterest home page sports Nikki’s stylish pattern and clever design pins.

No matter how you use Pinterest—or profit from it like those lucky retailers out there—Happy Pinning from us at MOVE!

Research By: Katelynd Park

What should your company do if they need to plan a large event in record time? Here’s how, as part of the Johnson Controls team, we helped host President Obama.

Top event planning tips from our partner Jessica Westra, of Jessica Westra Media Relations:

• Take the initiative: Be proactive and always think how you can best support the client. Remember, some decisions have to be made on the spot to keep plans moving forward.


• Events can come down to the vendors: Do your homework ahead of time and find vendors who have a great reputation, are reliable and can be available at a moment’s notice. Once you’ve found them, communicate your vision and trust them to make decisions.


• Have a great attitude and be flexible: Adopt a “whatever it takes” attitude although, you also need to say ‘no’ sometimes.


• Get Creative: Don’t get stuck thinking your way is the only way. Listen to your team and find creative solutions for challenging situations.


• Equip yourself: Have a list of contacts, vendors and a schedule handy in your back pocket, your smart phone in one hand and clipboard in the other.


• Camp out: Familiarize yourself with the event, facility and people involved.


• Be accessible: During the event check e-mail, answer your cell phone and always be available for questions.

“It was an inspiring once-in-a-lifetime event,” said Westra. “The President bestowed a great honor on Johnson Controls and the local community of Holland.”

“All of us at MOVE agree,” said Don Hart, President of MOVE Communications who was also at the event. “It’s not every day you can say that your work was seen by the President.”

 *Photography taken by Morgan Anderson, http://www.morgan-anderson.com/

Johnson Controls Presidential Event
Emerging from behind a 40-foot tall American flag with his sleeves rolled up, President Obama walked onto the stage at the Johnson Controls’ Lithium-Ion Plant in Holland, Michigan and delivered an engaging speech  on the importance of new technology and its role in creating jobs, not only in Michigan, but throughout the United States.  

One Week to Plan
Little did the audience know that the day before, the White House Communications team was transforming the manufacturing facility into an auditorium complete with ample seating, staging, lighting and audio. Nor did they know that Rebecca Fitzgerald External Communications Director, Johnson Controls’ Power Solutions, and her team had seven days to plan the Presidential tour of the facility and set the overall strategy and tone.  Within that same timeline, MOVE and its partner, Jessica Westra of Jessica Westra Media Relations, helped facilitate the logistics. For example, once the 400 guests arrived, which included Johnson Controls Executives, dignitaries from across the nation and the media, they would need to be checked through security, and have a place to meet and greet and enjoy refreshments while they waited for President Obama’s arrival. 

Air Force One Touches Down
Having landed in Grand Rapids, the President and his team arrived in Holland via helicopter—actually five heliships for security, then greeted the VIPs before taking a tour of the plant. Alex Molinarolli, President of Johnson controls’ Power Solutions, led the tour with the first stop at a display case MOVE had finished installing the day before. The contents told the story of Johnson Controls' battery history and its lithium-ion advancements. With this introduction, the President set out on the tour and then made his entrance. 

“At a time when Americans are rightly focused on our economy, when Americans are asking  about what’s our path forward, all of you here at Johnson Controls are providing a powerful answer. This is one of the most advanced factories in the world. You’re helping America lead in a growing new industry. You’re showing us how we can come back from the worst recession that we’ve had in generations and start making things here in America that are sold all around the world. And that’s why I’m here today. I’ve said it before; I will say it again: You cannot bet against the American worker. Don’t bet against American ingenuity,” President Obama said. 

Within twenty minutes his presentation was complete. He moved out from behind the Presidential seal on the podium, shook many hands and was back on his way to Washington, D.C. 

Event Went Like Clockwork
After the facility had emptied out, Fitzgerald gathered the team and commented how the event had gone flawlessly and was executed exactly the way a world-class organization should host the President of the United States. Not bad for an event that, because of security purposes, didn’t have a finalized schedule until two days earlier.  Fortunately, though, the brand and strategic messaging had already been established months in advance. 

Watch for event planning tip’s next week.

 *Photography taken by Morgan Anderson, http://www.morgan-anderson.com/ 

Celebrating Your Brand
A party, gathering or social event is considered a success when lots of guests attend, stay and have fun. But, with corporate events the stakes are higher. They’re all about publicity, attracting high-profile guests, like President Obama, (more on that in a moment) and promoting the brand in hopes of increasing future sales.

MOVE Sets Clients’ Business in Motion
When MOVE received a call from Rebecca Fitzgerald, External Communications Director, Johnson Controls’ Power Solutions, to support the Grand Opening of their new Lithium-Ion Plant in Holland, Michigan, we were delighted. Why? Because we helped them with their strategic messaging and the creative to tell their lithium-ion battery story.

Plus, we love doing events. Take the North American Auto Show, as well as contributing to the Auto Shows in Frankfurt and Shanghai to name a few.  So, to help plan the event, handle media, and organize vendors in the local Holland area, we called on Jessica Westra of Jessica Westra Media Relations as a strategic partner.

Working as a team, the plan was put in place for the Grand Opening, but everything changed  when Fitzgerald received notice from the White House that President Obama would be visiting the facility the following week. Suddenly, the deadline went from a Grand Opening in one month to a Presidential Event in one week. Yikes. Get your security clearances and get to work!

Corporate Event vs. Political Event
Fitzgerald’s goal was to make this a world-class corporate event. To complement the main event—President Obama’s speech—every other element had to be clearly articulated, agreed to by security and the White House and then put into place.

The path that guests would take was identified—pass through security at the parking lot, and be received at a Johnson Controls event outside while guests were awaiting the President’s arrival, enter the facility, be seated and wait in anticipation of the President’s entrance.

“You want your event to meet guests’ needs, and more importantly, you want them to leave as Brand Ambassadors,” Westra said. “Your guests will tell people that day and even months after the event about the facility, why it is important to the community and its larger role in the economy.”

With that in mind, the Johnson Controls team and Westra made sure that information about the plant and company was readily available during the pre-event.  We developed fact sheets and created posters explaining Johnson Controls technology and the jobs the Meadowbrook plant would create.

Now all that was needed was the guest of honor.

Watch for next week’s post chronicling President Obama’s visit to Michigan.

*Photography taken by Morgan Anderson, http://www.morgan-anderson.com/

Well to start, how about the first introduction, the first impression and brand recognition? And hopefully it will be around for a long time, although changing a business name is not unheard of. Take Foresee Results, a local Ann Arbor customer experience analytics company that recently shortened its name to ForeSee. They did so to reflect their growth and image in the marketplace, according to their Press Release.

Choosing a Name

•  Relate to your company: The name should express the expertise, service or product(s) offered. Some people may advise to keep it simple so it is easy to understand what the company offers; others may recommend getting more creative. Either route works as long as it aligns with the brand.

• Make it memorable: It should be easy to spell and pronounce so potential customers and/or clients can easily remember it and refer you to others.

• Stand out from competitors: Make sure it’s not similar to competitors or larger brand names.

• Check out search engines: Consider what results will turn up on your search engine page when you type in your company name. For example, Biggby Coffee was called Beaners. However, the CEO and Co-Founder Bob Fish changed the name in an effort to not be grouped with derogatory sites, which could negatively reflect on the brand.

• Consider a verb or a word that can work as a verb: This is one I recently heard. A good example of this is Google. You never hear people say, “I’m going to search this on Google.” Instead it’s, “I’m going to Google it.”

Case Study: MOVE

In 2003, Don and Carol Hart, principals at MOVE, decided it was time to change the name of their business from Hart Media Group to MOVE Communications. The business had begun in the mid-eighties and was primarily creating compelling, creative, award-winning client videos. As time went on, the economy, clients and project scope changed and their storytelling began to trickle into other mediums and industries.

A friend of the Harts’ advised that the name “go past the personality of the founders.” With that and the company brand in mind, the list was narrowed down to MOVE Communications. “We wanted to be known as a company who will stir people emotionally, moving hearts and minds,” Don said.

A Name is Only as Good as the Marketing Plan

The name is the first step to creating a business, but the marketing plan is what helps to sustain the business.

Setting the scene
Walking up the porch stairs toward the Yellow Door, you are greeted by a friendly volunteer who has the American flag hanging behind her as a backdrop. Step through the hallway lined with family pictures, the dining room decorated with antiques, and follow the smell of warm maple syrup and transcend into another time. Sit and enjoy the clatter of dishes and chatter of friends and neighbors catching up before they start their day. 

Who knows you could be sitting next to a local politician or shaking hands with a “celebrity chef.” “It gives people a chance to see friends and meet people in the community they wouldn’t have normally met,” said Jane Pacheco, owner of LUNASA, LLC, who helps gather local food for the event. 

Background
It all started with a visit to Ann Arbor’s Selma Café. After seeing how Selma Café cooks up a delicious breakfast made from local ingredients each week, while also bringing the community together and raising funds to help local farmers, Janice Ortbring was inspired to bring a taste of Selma Café to her town of Chelsea. Together with her husband, Todd Ortbring, they volunteered their house, gathered a team of volunteers, rustled up dishes from garage sales and painted old doors yellow for additional tables. 

Their in-home, occasional café opened in October 2009.  Just like Selma Café, they recruit the best local chefs to create a gourmet breakfast made from locally-grown ingredients—now that’s Pure Michigan! Originally, all breakfast proceeds were donated to the Chelsea Community Kitchen, but now they also raise funds for other community events, businesses and organizations.  That’s not the only difference; they no longer host a breakfast every Thursday morning, but on a more occasional basis. However, it remains just as popular welcoming crowds of 40 to 50 people.

Look for the Yellow Door
Katelynd, MOVE intern, and I must confess that we didn’t know its background before we went to the Yellow Door breakfast.  In fact, we just recently learned that Yellow Door often cooks with Tantre produce, which is the farm that Carol and Don’s, MOVE CEO and President, son, Greg, works on. However, we did know that MOVE* sees local farming as an essential ingredient to our area's future. Staying true to MOVE’s ideals, we drove to Harrison Street last Thursday to support the local economy.

Plus, it didn’t hurt that Chef Craig Common, of The Common Grill, served up:

• Back Forty Acres egg frittata with poached Michigan shrimp, Grassfield Creamery goat milk cheddar, fresh Michigan asparagus and home fries

• Calder Creamery buttermilk apple praline pancakes served with warmed Michigan maple syrup and Calder Creamery butter

• Homemade granola with Calder Creamery milk

It didn’t just taste good, but felt good too. Our $15 per plate donation raised money for the Chelsea Sounds and Sights summer Festival, a weekly free summer entertainment event. 

  *MOVE is affiliated with Think Local First and the Food System Economic Partnership.

How do you tell your brand story?
It’s no secret that well-written content and a sound marketing strategy are essential for businesses’ PowerPoint presentations. Being an integrated marketing communications agency, we have our own take on this topic. “While the story of your presentation always comes first, it’s equally important to have a robust channel to communicate your story,” said Don Hart, MOVE President.

Re-invent your elevator speech with the iPad
To deliver clients’ content more effectively, MOVE Communications has been defying traditional PowerPoint presentations. They don’t just move left to right, but up and down. The presentations also zoom in and out of headlines and bulleted lists and incorporate video, audio, animation and images that fade into the next slide.

For the iPad presentations are created in Keynote, Apple’s version of PowerPoint. Since flash is not compatible with Apple, MOVE designers add their own flash-like feel. “We give the illusion of moving around a larger space when really it’s a linear presentation,” said Claire Harold, Graphic Designer and iPad Developer for Claire Harold Design.*

See for yourself!

Ready when you are
The result is a contemporary, richly designed, non-linear iPad presentation that grabs the audience’s attention. “It takes it beyond just getting out information,” MOVIAN Interactive Designer, Jim Pinard said. “By communicating visually, the presentation captures the audience’s attention so they absorb more information.”

Not to mention, your presentation is easily accessible no matter where you are—be it an elevator or a business meeting. It’s one of those conveniences that will make you wonder how you ever did without. “Using Keynote as a mobile, marketing tool on the iPad is a quick and easy way to get the most ‘wow’ into your on-the-go presentation,” said Nikki Paffi, MOVE Art Director.

Separating you from the competition
Whoever or wherever your audience is, they are sure to be impressed. “When people see an ad they like, it makes them like the company or brand associated with it. The same can be said of your iPad presentation,” said Pinard. “It quickly transcends from a presentation of information to a persuasive Public Relations campaign.” The research backs him up. According to a Yudu report, “Interactive ads on the iPad were consistently better received than static print advertising.”

Watch for more iPad series posts and let us know how we can set your next presentation in motion.

*From March 2010-March 2011, Harold was a MOVE Communications employee. She now owns her own business in Chicago, Claire Harold Design.

It’s not just us, iPad 2 popularity
Close to one million tablets were sold during the iPad 2’s March 11 launch weekend. Best Buy reported that some of their outlets had sold out of them within 10 minutes. By the end of the weekend, Apple and non-Apple stores alike were out of stock and uncertain when they would receive their next shipment. Comparatively, Apple sold 300,000 original iPads during its launch in April 2010. Within the first nine months, 15 million iPad tablets were sold. Based on this, I think it is safe to say that the iPad 2 is sure to quickly exceed its predecessor’s popularity.

What’s new with iPad2?
The iPad 2‘s major claim to fame is that it’s one-third thinner,15 percent lighter and twice as fast. It boasts two HD cameras and such new features as gyroscope and mirroring. Plus, it’s now rounder around the edges. Might not seem like much, but according to The New York Times, David Pogue, “Just that much improvement in thinness, weight and speed transforms the experience.

”

• FaceTime: The front camera can be used to video chat with like-minded apple enthusiasts who also own an iPad 2 and/or an iPhone 4 and Mac. The back camera is more for fun to show where you are, who you are with and catch any movie-worthy moments.
• Gyroscope: A movement sensor that twists, turns and tilts with games, maps and apps.
• Mirroring: Share  movies, pictures and music by connecting your iPad 2 to a flat screen TV or projector. Just plug in the Apple Digital VGA Adapter (sold separately). Or do so wirelessly through AirPlay, although this also requires another accessory, an Apple TV. Note: An Apple Representative suggested packaging Keynote presentations in QuickTime format to try and share presentations wirelessly.
• Smart Cover: The new cover and iPad 2 literally attract—through magnets. Preserving battery is as easy as closing the smart cover. It is even lined with microfiber to remove fingerprints from the screen. But, that’s not all—it also acts as a stand so you can easily watch movies or surf the web. Who would ever have thought a cover could have so many capabilities!

Mixing business with iPad2
The iPad 2 caters to on-the-go professionals. Since it is now twice as fast,professionals can easily access, create and share business information, as well as multitask between apps. Not to mention, there are thousands of business apps to choose from. For those who travel a lot, make sure to buy the Wi-Fi + 3G models, because just like you’re smartphone, it connects to the internet no matter where you are. That’s what we have at MOVE because we spend a lot of time on the road going on site visits and meeting with clients. 

Stay tuned, because we’ve decided to do an iPad series. Next time around we’ll blog about MOVE’s iPad Keynote experience.