PepperMill August 2017
The adventures of business development take me to many places, but sometimes it’s the actual travel itself that becomes most interesting.
Last week I was going downtown with Travis (PG sales) to meet with a prospect. We happened to get on a very popular train—loaded with Cub fans going to the 1:20 game and first-day Lollapalooza attendees. It was going to be a long day and night for them!
Our son went to Lolla a few years back, and I recalled his anticipation and excitement. What I loved was the energy. For most of them, it was probably their first trip to Lolla. Despite it being just 9:30am, there were some adult beverages being consumed and rest assured, the volume of voices was on “11.”
While the Lolla contingent wore music-festival attire, the Cub fans were a lot more sedate, and consisted of people of all ages eager for a good day at the ballpark. These folks included grandparents, parents, kids and buddies of all types. It was clear by their clothing that these two groups were headed to vastly different places.
Lo and behold, on the return trip we were graced by loaded cars with young professionals going out to Arlington Park. Some kind of company outing. They all had tall boy beers rolling. So, once again, the volume went up to “11.”
On both trips, you couldn’t help but eavesdrop on the conversations. Things of interest have shifted over the years, but the camaraderie and laughs are consistent with generations past. It’s always good to see people excited and having fun.
While we can take the travel for granted, be sure to look up once in a while and take in the scenery.
Hot fun in the summer time!
In the spirit of “some things never change,” I’ve attached the lifetimes of these great thinkers.
“The secret of eternal youth is arrested development.”
—Alice Roosevelt Longworth (1884-1980)
“Of all noises, I think music is the least disagreeable.”
—Samuel Johnson (1709-1784)
“If the fans don’t wanna come out to the ballpark, no one can stop ‘em.”
—Yogi Berra (1925-2015)
cleverbridge’s all-in-one global commerce solutions provide their customers with everything they need to increase online revenue. The company’s value proposition is incredibly strong and the offering quite unique, but it is difficult to articulate it all in a clear and concise way.
To meet this challenge we created a powerful video that educates potential customers on the complexities of global digital commerce and effectively demonstrates cleverbridge’s all-in-one solution.
Pepper Group also worked with cleverbridge to leverage the video across multiple channels. For example, the cleverbridge video is embedded in the company’s homepage, was sent out through email, promoted in social media channels and delivered via a direct marketing campaign as a video brochure. Yes, you read that right. It’s similar to a music-playing card, except with high-quality video, designed for high-impact to a highly targeted list.
Within the first few weeks, more than 80% of the people who saw the video on the homepage played it. Check out the cleverbridge video to see the synergy of music, visuals, voice over and copy that will help you learn about this important global ecommerce company.
When executed well, video delivers tremendous marketing advantages.
Here are some fast facts that support the power of video:
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
- 54% of executives share videos with colleagues on at least a weekly basis.
- Using the word “video” in an email subject line can boost open rates by 19%.
- When marketers include a video in an email, the click-through rate increases 200 to 300 percent.
- Video on a landing page can increase conversions by 80% or more.
- People spend on average 2.6x more time on pages with video than without.
- 55% of people consume video content thoroughly.
- People are 4x more likely to watch a video about a product than read about it.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- According to Forrester, a 60-second video is worth 1.8 million words.
- BONUS Fact: The chances of getting a page one listing on Google increases 53 times with video.
So leveraging video as a tool not only enhances communication, but it can drive higher engagement, increase search rankings and generate action? What’s not to love? When will you create your next video with Pepper Group?
Often, people are confused about the difference between a typeface and a font.
A typeface is a collection of fonts. Gotham is a typeface. Gotham bold is a font. Designers use different typefaces every day, and we like some more than others. However, not all typefaces are created equal. What sets apart a good font from a great one is how each letter relates to the one next to it. There are also two overarching descriptions for typefaces—serif and sans serif. A serif is a small line attached to the end of a stroke in a letter or symbol, and a sans serif is a typeface without that small line. Here are the typefaces we love and use.
This is our go-to sans serif typeface. It works incredibly well for almost everything. There are so many options you can go with when it comes to the various fonts in this typeface that it can change the tone of your piece entirely by changing from one style to another! This typeface was made popular by Hoefler & Co. in the early 2000s when commissioned by GQ. It can be seen almost everywhere.
This is a very old typeface designed in the early 1700s by none other than William Caslon I. It has been adapted for modern use, most notably by Adobe Systems. It has a very classic look. We feel it looks great when used in a large block of text or as the typeface for a book.
Helvetica is probably the most recognizable on this list. There was even a movie made about this typeface! It was created by the Haas Type Foundry in Münchenstein, Switzerland and based on another great font called Akzidenz-Grotesk. This font is widely used by the New York Subway system, Chicago Transit Authority and many other transit agencies.
As an Apple fan, it pains me to say that Microsoft did something great, but I give credit where credit is due. Segoe is a great looking typeface that works well in so many different situations. The best part about this font is you might even have it on your computer! Microsoft distributes it with their software. You can see this typeface in their logo.
Bodoni is a typeface I don’t use often, but love looking at it. It looks clean and proper, but if used correctly can appear retro or laid-back. It has been revived a few times since first being designed by Giambattista Bodoni. It can be difficult to work with since many of the fonts get very thin, but that never stops me from trying it for a project every so often.
Since its inception in 1973, RAGBRAI (The Register’s Annual Great Bicycle Ride Across Iowa) has become an American institution. It is the world’s oldest, longest, and largest organized bike ride and an estimated 20,000 people participate each year as it follows a different route from the western border of Iowa to the Mississippi river. After completing it four times now, there’s no doubt in my mind that this is a bucket-list worthy accomplishment.
It’s too late for you to join RAGBRAI XLV, but I brought our trusty 360° camera along in order to share with you a brief sample of some of the sights that Jessie Atchison and I experienced over the seven days that we crossed northern Iowa. Contrary to popular belief, Iowa is not a flat state. Riders were challenged with a great variety of rolling hills and genuinely steep ones in the river valleys. This video gives you a taste of that terrain, as well as a look at the small towns along the way and their efforts to feed and entertain an army sometimes 2,000 times larger than their population! In the middle of the video, you’ll catch a brief glimpse inside the Surf Ballroom, the venue where Buddy Holly, Richie Valens, and the Big Bopper performed their fateful last concert.
Playback of 360 videos is most immersive if you have some form of a Google Cardboard viewer and can open the video in the YouTube app on your smartphone (email me if you don’t have a viewer and I will send you one). You can still have a lot of fun without one though by making the video full-screen in your Chrome browser and clicking and dragging with your mouse to explore.
Did we spark any ideas about how to involve 360 in your business? Reach out and we’d love to talk with you about it!
Want more? Check out our Pepper Group holiday 360 offering.