Read the official PRESS RELEASE.
In the 19th century, the Old Spanish Trail carried migrants from Santa Fe, New Mexico to what would one day be Los Angeles, California. The Oregon Trail (the real one, not the computer game) carried pioneers west from Independence, Missouri to the Pacific Northwest.
In keeping with the venerable tradition of American westward migration, Echo-Factory is pulling up stakes and heading west on that old 210 freeway in search of greener pastures (metaphorically speaking, we know California is in a serious drought – do your part, conserve water!). We are headed to a new land of opportunity called Pasadena, and we can’t wait for the adventure to begin.
The office is just about finished and we’re packing up. We’ve bought out the bubble wrap sections of every office supply store within a four-mile radius (exaggeration), and we’ve wrapped everything from the staplers to Mike, our fearless co-leader (no exaggeration). We’re boxing up most of the charm, the personality, the creativity and the fun, and we’re shipping it first class, insured and certified to our new location in the heart of Old Town. (Some of that go-get-em positivity is staying back in the Rancho Cucamonga office, which we are keeping open to best serve our Inland Empire clientele.)
Pasadena is a veritable hotbed of innovation and entrepreneurship, and that’s our kind of town. Over the past year, organizations like Innovate Pasadena and the companies they represent have sent over the welcome wagon. We’re looking forward to being a positive contribution to this business community that is creative, artistic, scientific and enthusiastic. And while we’ll miss our Rancho Cucamonga home, as they say, nothing ventured, nothing gained.
We plan to be up and running at the new location by the end of September. Our new office address is: 36 West Colorado Blvd., Suite 200. We’re on the second level just a hop, skip and a jump away from the Apple Store.
Until then, catch us at Innovate Pasadena’s What’s Up Social next Wednesday, September 17, from 6-9 p.m.
Want to see the new office? Check out our mood boards on Pinterest. Want to watch the moving process in all of its photo-documented glory? Hit up our Instagram. And stay current on company and industry news and trends by following us on Twitter and Facebook.
And, of course, don’t forget to peruse the portfolio before you leave.
“It was a dedicated effort and true collaboration between our employees and their team to build a website and materials that precisely reflect our company’s expanded capabilities and longstanding commitment to excellence.” - Jeff Lyall, President & CEOWe encourage you to visit the new website: rwlyall.com Stay tuned for more updates on the latest projects from our growing portfolio.
If you were anywhere near the Internet on Wednesday, you saw our website and thousands of other sites including Wikipedia and Google participate in a blackout protesting the Stop Online Piracy Act (SOPA) and its corresponding bill, the Protect IP Act (PIPA).
If you’re not up to speed on SOPA and PIPA, here’s the deal. The bills seek to block the illegal use of copyrighted content online.
Now, as an ad agency whose bread and butter relies on the creation of ideas, you’d think we’d be for SOPA and PIPA. You’d be wrong. No, we don’t want to see our stuff get ripped off. But, even more than that, we don’t want to see these bills fall into the wrong hands. And, they undoubtably will. Think McCarthy in the 1950s. That’s the level of abuse we’re talking about here.
These bills give people the power to blacklist and shutdown websites based on the smallest perceived infraction. According to the Electronic Frontier Foundation (EFF), “rightsholders, ISPs, or the government could shut down sites with accusations of infringement, and without real due process.”
So, what happens if your site is blacklisted (deservedly or not)? Well, as you’d expect with any blacklist, other online companies have to shut you out. If you’re advertising through ad networks such as Google AdWords, using Paypal on your site or running an SEO campaign, all that’s over. Under the law, other sites will have to stop linking to your site and search engines will be forced to forget your site exists. Once you’re blacklisted, you turn into persona non grata. No one online will want to associate with you for fear they’ll be blacklisted too.
If you manage to escape being blacklisted, the bills still come with negative consequences. The EFF states that SOPA and PIPA will cost the private sector millions of dollars and reduce online security. Most importantly, the bills will do nothing when it comes to stopping online piracy. The tools outlined by these bills aren’t anywhere near sophisticated enough to keep tech-saavy users, the people doing most of the online pirating, from using content illegally.
Thankfully, we’re making progress. Due to the massive protest from the American public this week, many supporters of SOPA and PIPA have jumped ship. Even the White House has come out against the two bills. With so many against SOPA and PIPA, leaders in the House and Senate have decided to put off voting until some agreement can be reached. What that agreement is or how long it takes remains to be seen. In the meantime, you can help by writing to your representatives in Washington and letting them know just how bad these bills are for you and your business.
“The medium is the message.” When media theorist Marshall McLuhan made that statement, he believed the medium was more important than the content it presented. While I don’t agree with McLuhan, I do think the media you choose is just as important as the content presented. Media is what gets your message out to your target audience. Choose the wrong media and your campaign’s dead in the water, no matter how creative it is.
But, how do you create an effective media strategy?
1) Define your target audience.
Before you do anything, you need to figure out who you want to reach. Targeting people based on age, gender and marital status is a start but it doesn’t tell you anything about these people: the activities they enjoy, what they like to read, where they like to go. Your goal is to know your target so well that you can talk about them like they’re your best friends.
2) Research your target audience’s media habits.
Find out what media they use and how often. Are there industry publications that are popular with the demographic you’re targeting? Are there events or places they frequent? Once you’ve answered these questions, you can start looking for media vehicles that match your audience’s interests.
3) Decide if you want reach or frequency.
Ideally, you want to reach as many people as possible as many times as possible. But, if you don’t have a huge marketing budget, you usually have to choose one over the other. To me, it depends on what you’re offering. For instance, if you’re selling pizza, you’d opt for reach. Most people like pizza so mailing out coupons all over the city will probably translate into more pizzas delivered. However, if you’re selling energy-efficient technology, you’d be better off opting for frequency. Your goal is to build relationships over time with the people interested in that type of technology. That means you’ll advertise in places that engage your target audience instead of trying to reach the widest audience possible.
4) Get creative.
Sometimes the best way to reach an audience isn’t through traditional channels like radio, print or direct mail. Alternative methods can often be cheaper and more effective. Think Facebook contests, mobile apps and blogging. Think advertising on pizza boxes, bar coasters, public bathroom mirrors and urinals. Think vehicle wraps, bike jerseys and golf balls. Think street teams and sponsoring community events. There are a million ways to get your message out, you just have to think creatively.
5) Let the pros handle your media buy.
Hate to be biased here but agencies have long-standing relationships with the media and can get discounts regular people can’t. You’ll get more for your money going through an agency.
Follow these tips and you’re well on your way to a successful media plan that gets the right message to the right people.
We’re happy to announce that Echo-Factory has become the agency of record for Allied Anesthesia, an Orange County group of 42 highly respected anesthesiologists. We pitched the medical group in July, and were selected through a competitive agency review. The pitch was against other Southern California advertising agencies and Echo-Factory was chosen to be Allied’s new agency of record.
We’ve already started on several projects for Allied, including an initial rebranding. You can expect to see some of that here in the future. In the meantime, if you’d like to learn more, check out our press release on our newest client.