How to create a win-win between agency and client

In a perfect world, the agency client relationship starts with a scope of work. This is a document, jointly produced, that clearly outlines the deliverables, timelines and budgets that are to be the agency assignment, usually on an annual basis. This allows the agency to estimate a staffing plan to meet the scope of work, keep track of time, and have a strait forward re-cap discussion at year-end. That gives the client only the team they want-by specific individual-and the power to change the team. It also ensures the client pays only for the work they need. For the agency, it’s easier to plan resources, manage cash flow and forecast an honest profit. Like I said, a win-win. So at the risk of charging ahead without a scope of work in place, here are some general pricing guidelines that could become part of a scope document.
– by Jim Vutech, Principal

Buycotting?

I found an interesting take on consumer loyalty in an article from Contracting Business. They have created a word called "Buycotting". Which basically means the opposite of a boycott. Consumers make an effort to support and buy from companies who consciously try to protect the environment and follow positive social policies. One of the best marketing dealers in this industry – Frank Harrison, General Air Conditioning and Heating – communicates to customers through newsletters and websites how they support community and social issues. He also lists the charities they contribute to on their website.

Harrison ran a cause marketing campaign in October, 2009 based on making a contribution to the Susan G. Komen Breast Cancer Foundation. He advertised maintenance specials where a contribution to the foundation was made by General Air if the consumer purchased a maintenance service call.

CPV is currently working with the Susan B. Komen Foundation in central Ohio. Maybe there's an opportunity for all of us to grow our buycotting strategies!
– by Jim Vutech, Principal

Our Second Home » CPV

Allow us to take you on a quick spin around our office... Or better, stop by soon and see for yourself what makes CPV so special. Enjoy!

Facebook - Connecting People to Decisions

In a recent Forrester study (shown above), a referral from a friend scored very highly as a trusted sources of information when researching new purchases. Overall, it's also clear that information gathered from digital sources outnumbers traditional sources of information.

So why is "referral from friend or family" considered a digital source? It is because of where the conversation with those trusted "friends or family" happen -- they happen online, on Facebook. Instead of gathering around a water cooler, or calling up friends after work, people are more likely to solicit recommendations via a posting on Facebook. It is a quick and easy way to see what your friends think all at once.

But interesting trends present themselves when we look at the real influencers on Facebook and how they use the platform.

Both men and women average the same number of connections on Facebook, but women use Facebook more often by sharing activities and opinions on their Facebook Walls. And the manner in how various age groups use Facebook is different.

Those over 40 are more likely to share information on Facebook about interests, which in the Facebook world are products, recommendations and services. When buying something new, especially when related to a service oriented purchase, people have always preferred a recommendation from someone they know. A friend is sometimes the best sales person a company or brand can have. Placing a strong Facebook strategy in the marketing mix can turn people into brand advocates, which turns into new costumers.

Cool Uses for Hot QR Codes

"At least half of North Americans have been exposed to a digital barcode otherwise

most popularly known as a QR code." ~Mashable.

With the right target audience, Quick Response Codes (QR Codes) may have a positive impact on the success of your marketing and educational efforts.

QR Codes give your customers and prospects real world hyperlinks that connect your printed materials with online content such as video, audio, special landing pages, and much more.

QR Codes have a myriad of applications in which to engage users with your brand:

1. Put a QR code on your business card containing your business contact details.
2. Link your print, collateral, and promotional materials to your web site with a QR code.
3. Create a QR code on your web site to provide a quick link for viewers to your mobile web site.
4. Print a QR code on a coupon for a special discount or service.

Check these real-world applications:

Times Square placement for the Gulf Clean Up effort.

New York Times advertisement

Nike storefront window promotion

Brands that embrace innovative use of technology can deliver meaningful content to the consumer when it best suits them: products, installation, service, promotions and contact information, etc. And QR codes are poised to connect your consumer to your services and products with a mere touch of their phone.

-by Joy Hart, Art Director

Central Ohio women make more "family comfort" decisions.

Scarborough Research is a good way to get a “snapshot” of local purchasing and media buying habits.

Take heating and cooling decision makers for example. Of those persons in the Columbus DMA who made a decision to purchase a furnace or air conditioner in 2009, there is a quantum leap between gender and target age groups. The older the age, the more likely the HVAC decision will be made by a woman.

21.3% of all purchases are made by men 18-34
5.7% are made by women 18-34

29.7% are made by men 35+
43.3% are made by women 35+

9.3% are made by by men 50+
32.8% are by women 50+

Conclusions:
HVAC decisions for first time home buyers are predominantly made by men. For “Move-up” home buyers with growing families, the decision clearly shifts to women. The shift to women as the purchase decision maker is even more dramatic in “empty nester” older households.
– by Carol Barret, Media Director

Are you in touch with your brand's feminine side?

More and more companies are refreshing their brand face and voice to reflect their feminine side. Studies show that women are the key household decision-makers. A good example of a company that is recognizing that fact is Virginia Homes. As seen on their website: “Our woman-centric approach is rooted in a keen appreciation for how women differ from men in their purchase decision process.” Virginia Home's 10 Insights About Women shows their brand is woman-centric savvy.

In summary, women are the key household decision-makers. When it comes to deciding on major home purchases, managing household finances, and other decisions, women are very much involved and often are in charge. Recognizing this fact is an opportunity for industries servicing the home to refresh their brand for this very important audience.
– by Marcie Gabor, Principal

Women Are Decision-Makers; What does this mean to the HVAC contractor?

Research shows that women are the key household decision-makers. If you haven’t been treating women as “real” customers, the odds are stacked against you three to one in closing the sale. Check out this article in Air Conditioning Heating Refrigeration The News for more insight.
– by Jim Vutech, Principal

CPV Lifestyle Commercials Produced on a Budget