Ant Hill Marketing

It takes a lot today to differentiate yourself, your company, your brand from the competition. It takes courage to stand out from the crowd and take risks. It means having vision and the ability to see the larger picture. It’s having passion and the innate drive to be the absolute best. It’s laser focus that is unwilling to give up. It’s confidence in yourself, your organization, in your people. And, it’s the committment to walk the walk and deliver on your brand, every time.

Well, what if you sell beds? In the sea of retail, the only dry land tends to be commiditization. Come and get ‘em for the lowest price. Prices slashed. Two-for one. We’ll even throw in free delivery! Sometimes there’s good will and a donation or two. All that noise sounds like a car dealership. But, there’s a company in the U.K. called Benson for Beds. They aren’t selling beds – they are selling sleep. Something everyone wants but not everyone gets. Their focus isn’t on showing hundreds of beds on sale in a warehouse with giant-sized price tags (okay, yes they had some ads like that in the past). They focus on what you can do if you get your sleep. Sleep to Live. Check out their very cool intro spot on their site. http://bit.ly/i1p8f

Their brand screams “have all the fun in the world and at the end of the day you’ll get the best night’s sleep” or in other words, Sleep to Live. Brilliant brand position. They embraced their Sleep to Live mantra by shooting for the Guiness Book of World Records in mattress dominoes. Gimmicky? Perhaps. But, it does go to show that when you think outside the box, you can turn a simple idea into something that helps differentiate who you are and what you offer. It can help an organization rally around a common goal and ultimately help everyone deliver on the promise made to consumers. It can help you grow. And, in the end…might just help you sleep.

So here at Ant Hill we have created a new Friday ritual. We thought since Monday’s around here are known as bagel day, that Friday’s should be known as breakfast sammie day. I can’t think of a better way to start your Friday then sitting around the kitchen table with a cup of coffee, consuming a homemade breakfast Egg McMuffin (while having our production meeting of course).

Jon (being a chef in his previous life) runs the kitchen as we all sit patiently waiting for the delicious sammie to arrive in front of us.

Happy Friday Everyone!

Erin

Photo courtesy of www.portlandground.com

I love Portland. We’re not the city that never sleeps. We’re not the windy city. And, we’re not filled with tinsel, bleached hair and botox. But, we are overshadowed by other cities, especially when it comes to creative – and that’s a shame (or a sham depending on how you look at it). Creativity thrives here in our fair City of Roses (regardless of what Fast Company thinks). And with more than 1,500 companies, large and small, in the creative services industry, we contribute a fair share of professional services business revenue and jobs. Yet for some reason, we’re afraid to toot the horn let alone blow a low whistle (a little music once in a while is okay people). Maybe we think we’re great but need proof. Or we’re overly modest. Either way, consider this:

1. Creative services industry employs roughly 15,000 people in Portland
2. We have 344 designers per 100K residents – more than LA and Austin (according to Bureau of Labor Stats ‘08 in Greater Portland Prosperity 2009)
3. The creative vitality here (based on the National Creative Vitality Index - yes there is such a thing) is more than twice the national baseline
4. Portland is among one of the most innovative cities, ranked 6 by Forbes for most patents, and 6th for both entrepreneurship and small business (Creative Capacity Project)
5. Creative industries generate nearly $2 billion and a payroll of nearly $1 billion annually (that’s no chump change) (Creative Capacity Project)
6. More than half of Oregon’s creative firms are concentrated in Portland (Creative Capacity Project)

Portland is a great place to be – to live and work. But we know that already. Even though we’re pushing through a rough spot and our state has one of the highest unemployment rates in the country, we don’t have the brain drain other cities are facing. In fact, we’ve got some brain gain going on. More people are moving here from out-of-state than to our western compatriots (that’d be Seattle, Albuquerque, Austin, San Diego, Denver, San Jose, San Francisco, Los Angeles and Sacremento). The region is a magnet for all kinds of talented professionals – a chunk of them in the the creative industry and they’d rather be here than someplace else. Some get the entrepreneurial bug. It’s quite catchy here. Some freelance for local agencies or work directly with clients and supplement with other jobs. Baristas or bartenders are common, but more often they are artists, writers and musicians. Perhaps this is why Forbes dubbed Portland one of the best metro areas in which to ride out the recession. The great coffee, local microbrews, top notch wineries, and growing spirit distillers are definitely a bonus. And innovation abounds (the coffee, beer, wine, and spirits help) with the booming food scene, developing clean/green tech industry, the variety of arts and yes, our creative services industry. There’s no doubt the quality of life here is a big pull for newbies and the anchor for those of us here.  But to keep all this quiet, to simply sit idle hoping the great creative work gets noticed, isn’t the best strategy to help grow an industry sector. We all want good clients whether they reside here locally or in other regions – and other regions are touting their creative (some quite loudly).

So, what makes Portland such a great creative place? I posed this question (on Twitter) to fellow Portlanders and here’s a short list of what they said:

Portland is a great creative city because there are no rules. @DanFellini

Because Portlanders are real people. The lack of restriction and openness promotes a more creative and less stifled spirit. @massagepdx

It’s not that I don’t play well with others; I just want to choose where, when and with whom I play. [It's the] PDX attitude. @LogoMotives

Despite local chagrin, the influx of creatives from all over the country converging here brings broad perspective. @Metroknow

I have mixed feelings about it as a creative city. It’s like a college graduate: full of potential. Now it needs to find its way. @swestbrook

PDXers are curious and not too self-obsessed. Our lives are generally balanced and we leave room for non-work projects. We’re generally tolerant and open to new ideas=innovation. We’re risk takers and revel in a good fail-as-learning experience. @thisKat

Portland creativity=cuz we have twice the creative fuel with half the financial pressure. @vizeboogie

Because in PDX, there is life other than work, and that drives us to be more creative and inspired. @KevMurphy

We are passionate about living. We are free spirits. We celebrate…our ability to listen to ideas that we might not hold dear to ourselves. We live our lives out loud. @dtboyd

It’s this last point, living out loud, that strikes home.  Portland should take pride in our creative abilities and capabilities and not be afraid to shout them to the world.

In the words of Target: Our mission is to be the preferred shopping destination by delivering outstanding value and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less. brand promise. No doubt in my mind: they do deliver on this promise. Shopping the store this weekend for two advertised items, neither were in stock at the store we visited. Did they let us walk away unsatisfied? No way. A cashier went so far as to shut down her register to go check on the item we wanted; not finding it, she used her hand-held to find another store that had it in stock. And at the second store, a sales associate hiked from his register to a back-store aisle and then hiked back to his station and spent 10 minutes on the phone for us finding a second item we wanted at another store and making sure it was held for us. Granted, we had to do a bit of unanticipated driving around, but these two employees went way out of their way to make sure we came away satisfied with our Target shopping experience. It’s one thing for a store to say it will deliver on its brand; it’s another for each employee we encountered to do it willingly and happily. That’s brand done right. High five to Target.

This week, the U.S. Census Bureau announced Internet usage statistics based on is November 2007 population survey and The Business Journal reported that Portland ranked #13 in usage among states. While it is interesting to see where our fine city ranks, many of our clients market on a national basis, so I found myself wanting to know a bit more — even if the data is more than a year and a half old (the wheels of government apparently turn a little slowly).

The data summary tables made available on the bureau’s website pretty much reinforce what us digital marketers already know or sense, but I think everyone can find a few nuggets that strike them as interesting.  Here are the things that jumped out at me:

• 38% have no access at home, but 50% of households have broadband access. Even if we’re not reaching everyone, at least dial-up is going away.
• Households are connecting to the Internet nearly twice as much at home than at work.
• 42% of people under 25 years old have no Internet use at home.  No reasons given but mobile devices, school access and cost are likely culprits.
• Blacks and Hispanics are being left out. Better than half of each population have no access at home.
• Mississippi is not helping it’s brand as a back-country state with only 51% of people having Internet access.  Somebody get those people a federal grant. Intel, can you help?
• Male and female access at work is equal, even if the pay still isn’t.
• And get this: 9% of the unemployed have Internet access at work.  Huh?

So, what are people doing online?  Because the census bureau already asks a billion probing questions on other matters, they don’t go too deep here.  But, the survey does show that people are searching for healthcare information in a big way — especially females in the 35-64 demographic who are dealing with the health issues of parents, kids and doctor-avoiding husbands.  Nearly as many are using the web to search for government services.  And I would imagine that data being collected in 2009 show a big jump in job searching.

If you are interested in diving into the data yourself, see the announcement on the U.S. Census Bureau website where you can download Excel files and, if you are really motivated, read 353 pages of data collection methodology.