continued happiness and success…
and some good old-fashioned wintertime fun.
Click on the image below to enter our Winter Wonderland.
Wednesday, December 23, 2009
Warm Wishes from Davis Advertising
Wishing you a holiday season filled with
continued happiness and success…
and some good old-fashioned wintertime fun.
Click on the image below to enter our Winter Wonderland.
continued happiness and success…
and some good old-fashioned wintertime fun.
Click on the image below to enter our Winter Wonderland.
Thursday, December 17, 2009
Davis Advertising and Globoforce
Davis Advertising will continue its work with strategic recognition provider, Globoforce, through 2010.
Globoforce is the world's leading provider of employee recognition programs for global 2000 companies. With corporate offices in Southborough, Massachusetts and Dublin, Ireland, Globoforce motivates 1.7 million users worldwide, inspires 50,000 "Thank You" moments daily, and offers 25 million+ global rewards options.
Davis will be collaborating with Globoforce on a number of marketing projects including website strategy and support, video and audio presentations, and various collateral pieces that will be distributed around the globe.
Globoforce is the world's leading provider of employee recognition programs for global 2000 companies. With corporate offices in Southborough, Massachusetts and Dublin, Ireland, Globoforce motivates 1.7 million users worldwide, inspires 50,000 "Thank You" moments daily, and offers 25 million+ global rewards options.
Davis will be collaborating with Globoforce on a number of marketing projects including website strategy and support, video and audio presentations, and various collateral pieces that will be distributed around the globe.
Monday, November 23, 2009
When to change your Brand
This is a question that often confronts many executives as their business evolves over the years. In today’s world, where businesses have to adapt daily to new technology, new products and new services, many times a brand line, which successfully described the older company, is no longer relevant.
The question to change a brand, especially one where years of marketing dollars have been spent to support that brand, should not be taken lightly. There are a series of questions that should be discussed prior to making that decision. Is my brand still believable? Does it truly reflect my current business or where I expect to be in the next few years? Is my current brand line detrimental to my growth? Have I successfully marketed my brand, and how will changing it affect my business?
One option to consider is whether you need a new brand or can evolve your current brand that might be a far less risky. Examples of brand evolution include Fortune 500 companies like General Electric. In the past evolved the brand line “We bring good things to light” to “We bring good things to life”, before finally changing the brand completely to “Imagination at work”. GE, which started as a manufacturer of light bulbs, now offers hundreds of products from light bulbs to jet engines. It was clear that as the company expanded into new fields, a brand that would not limit that growth needed to be created. Their new brand line puts no limits on the company’s growth. Other examples of brand lines with no limits include Nike’s “Just do it” and the universal “Swoosh” symbol and McDonald’s current brand, “I’m lovin’ it”.
If you make a decision that your brand line needs updating then make sure you choose a new brand that can successfully evolve with your company. Remember the basic rules of branding, starting with the question, is my brand believable? Creating a brand line that successfully represents your business now and in the future is your main goal. Creating a brand that makes your company seem too perfect or does not truly reflect your product or service is only going to create consumer disbelief, and in the long run need to be changed. It is easy to feel that you are the best at everything or your products are the best on the market, but it’s better to find a niche where you do exceed the competition, and then create a brand that accurately depicts that.
When thinking about your brand you need to look at all facets of your company’s business and make sure all materials live your new brand. Things to consider include; How is my new brand positioned? How should my new brand be presented? How do I market the new Brand? How should my employees and customers experience the brand?
Start with the basics; new stationary, business cards, signage and point of purchase materials, brochures and your website. Anything that a customer might see needs to live the brand. Do not launch your new brand until everything is in place. Make sure your employees understand your brand message and support the brand in everything they do. Become a brand guru and preach the need to live your brand in all aspects of your work. A great brand with no support will fail miserably. If you do your homework, you will create a brand that can last for generations. If not, you will continue to have a brand with little relevance to your consumers and it will ultimately hurt your sales.
The question to change a brand, especially one where years of marketing dollars have been spent to support that brand, should not be taken lightly. There are a series of questions that should be discussed prior to making that decision. Is my brand still believable? Does it truly reflect my current business or where I expect to be in the next few years? Is my current brand line detrimental to my growth? Have I successfully marketed my brand, and how will changing it affect my business?
One option to consider is whether you need a new brand or can evolve your current brand that might be a far less risky. Examples of brand evolution include Fortune 500 companies like General Electric. In the past evolved the brand line “We bring good things to light” to “We bring good things to life”, before finally changing the brand completely to “Imagination at work”. GE, which started as a manufacturer of light bulbs, now offers hundreds of products from light bulbs to jet engines. It was clear that as the company expanded into new fields, a brand that would not limit that growth needed to be created. Their new brand line puts no limits on the company’s growth. Other examples of brand lines with no limits include Nike’s “Just do it” and the universal “Swoosh” symbol and McDonald’s current brand, “I’m lovin’ it”.
If you make a decision that your brand line needs updating then make sure you choose a new brand that can successfully evolve with your company. Remember the basic rules of branding, starting with the question, is my brand believable? Creating a brand line that successfully represents your business now and in the future is your main goal. Creating a brand that makes your company seem too perfect or does not truly reflect your product or service is only going to create consumer disbelief, and in the long run need to be changed. It is easy to feel that you are the best at everything or your products are the best on the market, but it’s better to find a niche where you do exceed the competition, and then create a brand that accurately depicts that.
When thinking about your brand you need to look at all facets of your company’s business and make sure all materials live your new brand. Things to consider include; How is my new brand positioned? How should my new brand be presented? How do I market the new Brand? How should my employees and customers experience the brand?
Start with the basics; new stationary, business cards, signage and point of purchase materials, brochures and your website. Anything that a customer might see needs to live the brand. Do not launch your new brand until everything is in place. Make sure your employees understand your brand message and support the brand in everything they do. Become a brand guru and preach the need to live your brand in all aspects of your work. A great brand with no support will fail miserably. If you do your homework, you will create a brand that can last for generations. If not, you will continue to have a brand with little relevance to your consumers and it will ultimately hurt your sales.
Tuesday, October 20, 2009
Charles River Bank: Gag Reel
We kept the camera rolling during the recent filming of a TV spot. Check out what we caught on tape!
Wednesday, June 10, 2009
Davis Advertising is Hiring!
Full service local ad agency seeks Entry Level Web Developer to join our already successful, now growing Internet department.
What we're looking for:
Please send cover letter and resume to:
Chris Corbett
ccorbett@davisad.com
What we're looking for:
- Proficiency with HTML, CSS and Adobe Photoshop
- Proficiency with administering social media platforms such as Facebook, YouTube, Twitter and LinkedIn
- Experience with Flash and Actionscript preferred but not required
- Willingness to grow as a developer and eventually work in the LAMP environment
- Strong written and verbal communication skills
- Ability to work independently as well as within a team environment
- Attention to detail
- Ability to multitask
- Bachelor’s degree preferred
Please send cover letter and resume to:
Chris Corbett
ccorbett@davisad.com
Wednesday, April 29, 2009
Worcester Magazine’s 2009 Best of Worcester
The results of Worcester Magazine’s 2009 Best of Worcester are in and the staff at Davis Advertising couldn’t be happier. Not one, but three of our clients were awarded, “Best,” status this year!
Worcester State College (WSC) found its place as the city’s, “Best College,” for the fourth year in a row! Throughout our partnership, the campus and student base continue to grow, and the inspiring faculty and varied course offerings are propelling WSC into the future, providing students with an even higher level of education. WSC is truly deserving of this honor.
Tu Moda Spa for Beauty and Wellness, earned the “Best Day Spa” title for the second year in a row. Even facing the economic hardships this past year, people still want to look and feel good. Tu Moda offers an array of services for both men and women including salon and spa services and featuring the PROLASE laser skin clinic. Tu Moda remains a necessity for its customers, not only a luxury. We here at Davis couldn’t be more pleased with this client’s reputation as Tu Moda’s entire staff seeks perfection within every service they perform. Congratulations to you all.
No stranger to this annual honor, Sharfmans was again voted Worcester’s, “Best Jeweler.” Family owned and independently operated since 1937, Sharfmans strives to offer customers the highest-quality product and all-encompassing customer service available. Their customers are treated as part of the Sharfmans family and satisfaction is always guaranteed. Well done.
Worcester State College (WSC) found its place as the city’s, “Best College,” for the fourth year in a row! Throughout our partnership, the campus and student base continue to grow, and the inspiring faculty and varied course offerings are propelling WSC into the future, providing students with an even higher level of education. WSC is truly deserving of this honor.
Tu Moda Spa for Beauty and Wellness, earned the “Best Day Spa” title for the second year in a row. Even facing the economic hardships this past year, people still want to look and feel good. Tu Moda offers an array of services for both men and women including salon and spa services and featuring the PROLASE laser skin clinic. Tu Moda remains a necessity for its customers, not only a luxury. We here at Davis couldn’t be more pleased with this client’s reputation as Tu Moda’s entire staff seeks perfection within every service they perform. Congratulations to you all.
No stranger to this annual honor, Sharfmans was again voted Worcester’s, “Best Jeweler.” Family owned and independently operated since 1937, Sharfmans strives to offer customers the highest-quality product and all-encompassing customer service available. Their customers are treated as part of the Sharfmans family and satisfaction is always guaranteed. Well done.
Wednesday, April 15, 2009
Cirque du Soleil Alegrí and Davis Advertising Unite!
Cirque du Soleil Alegrí selects Davis Advertising to carry out its public relations services for its world-famous circus arts and street entertainment show. Davis Advertising will work closely with Cirque du Soleil in preparation for its upcoming performances in Worcester, Mass. later this year to ensuring proper publicity and press. Davis Advertising will organize interviews, meet and greets, and other press events as well as send out information to the community via press materials.
Thursday, April 2, 2009
Making a Big Impact with a Small Budget: Part 3
Get to know the demographic
There are definite ways to improve your odds for success. In the real estate business the aphorism is, “location, location, location.” In the business of marketing, it is, “focus, focus, focus.”
How do you focus? No matter what goals you are aiming to achieve, your campaign has a target market. Adults, women, seniors, and teens are all possible targets. The more defined your target market, the more likely your marketing campaign will work. The following questions help to define the members of your target market.
1. What is their income level?
2. What is their education level?
3. What do they like to do in their free time?
4. What types of media do they use?
5. What types of music do they listen to?
6. Do they spend time on the Internet?
7. What sites do they spend time on?
8. Where do they live?
9. Do they own or rent a home?
10. Do they have children?
If you can accurately identify your market and their lifestyle, then your marketing has a greater chance to succeed. The failure of many marketing campaigns is in skipping this step and developing creative materials that the target audience either glances over or completely misses.
There are definite ways to improve your odds for success. In the real estate business the aphorism is, “location, location, location.” In the business of marketing, it is, “focus, focus, focus.”
How do you focus? No matter what goals you are aiming to achieve, your campaign has a target market. Adults, women, seniors, and teens are all possible targets. The more defined your target market, the more likely your marketing campaign will work. The following questions help to define the members of your target market.
1. What is their income level?
2. What is their education level?
3. What do they like to do in their free time?
4. What types of media do they use?
5. What types of music do they listen to?
6. Do they spend time on the Internet?
7. What sites do they spend time on?
8. Where do they live?
9. Do they own or rent a home?
10. Do they have children?
If you can accurately identify your market and their lifestyle, then your marketing has a greater chance to succeed. The failure of many marketing campaigns is in skipping this step and developing creative materials that the target audience either glances over or completely misses.
Thursday, March 26, 2009
Making a Big Impact with a Small Budget: Part 2
Where do you start?
Be clear about your marketing goals. Whether they are to increase your customer base, raise the quality of applicants, re-establish or create a new identity, reverse a misconception, or all of the above, goals must be set prior to the beginning of your marketing plan. This first step forms an overview that enables your team to acknowledge strengths and weaknesses in order to develop a unique plan designed to meet specific needs and expectations.
If your marketing campaign has numerous goals, focus first on specific areas that demand immediate attention. A strong marketing strategy will prioritize goals in order of importance. Targeting too many areas at once will stretch your budget too thin, and none of your goals will be met.
Remember, your product/company is a living organism that will change over time. While long-term plans are ideal as a core structures, it is imperative for monthly and quarterly budgets to be monitored and revised. Expect evaluations and advice, and if you are not receiving any help, perform your own re-evaluation of the company you keep. It is the job of an advertising agency to stay informed of trends and to share that knowledge with you.
An example of a recent trend advertising and marketing agencies alike were forced to work through took place within the automotive industry. For years, it was common practice for annual marketing strategies to plan automotive dealerships’ Q4 advertising toward selling the next year’s lineup, limiting pre-owned vehicle advertising. Our current economic state broke this pattern as buyers’ spending habits decreased dramatically. Pre-owned sales began to surpass new car sales, and advertising creative had to change accordingly.
In Q1 2009, we directed many dealers to continue to feature pre-owned vehicles, in addition to brand new 2009 models. Budgeted dollars for the quarter were adjusted to accommodate the need to reach secondary demographics not originally planned for at the close of 2008. Monitoring customers’ spending habits and adjusting client creative as soon as trends arise is just one way that Davis Advertising works for you everyday.
Be clear about your marketing goals. Whether they are to increase your customer base, raise the quality of applicants, re-establish or create a new identity, reverse a misconception, or all of the above, goals must be set prior to the beginning of your marketing plan. This first step forms an overview that enables your team to acknowledge strengths and weaknesses in order to develop a unique plan designed to meet specific needs and expectations.
If your marketing campaign has numerous goals, focus first on specific areas that demand immediate attention. A strong marketing strategy will prioritize goals in order of importance. Targeting too many areas at once will stretch your budget too thin, and none of your goals will be met.
Remember, your product/company is a living organism that will change over time. While long-term plans are ideal as a core structures, it is imperative for monthly and quarterly budgets to be monitored and revised. Expect evaluations and advice, and if you are not receiving any help, perform your own re-evaluation of the company you keep. It is the job of an advertising agency to stay informed of trends and to share that knowledge with you.
An example of a recent trend advertising and marketing agencies alike were forced to work through took place within the automotive industry. For years, it was common practice for annual marketing strategies to plan automotive dealerships’ Q4 advertising toward selling the next year’s lineup, limiting pre-owned vehicle advertising. Our current economic state broke this pattern as buyers’ spending habits decreased dramatically. Pre-owned sales began to surpass new car sales, and advertising creative had to change accordingly.
In Q1 2009, we directed many dealers to continue to feature pre-owned vehicles, in addition to brand new 2009 models. Budgeted dollars for the quarter were adjusted to accommodate the need to reach secondary demographics not originally planned for at the close of 2008. Monitoring customers’ spending habits and adjusting client creative as soon as trends arise is just one way that Davis Advertising works for you everyday.
Tuesday, March 24, 2009
Making a Big Impact with a Small Budget: Part 1
Marketing with a small budget is a true art form that requires the utmost skill of the advertising professional. In the same way a photographer needs greater skill to produce black-and-white works of art, a true marketing artist shows his/her skill by making a small budget produce greater results than a large budget produced by marketers with less skill.
There are many ways to make a small budget act larger. The one rule when marketing with a small budget is that you do not market to save money, but to ensure that each dollar spent brings a handsome return.
The most important premise to keep sight of is that you can accomplish your goals, regardless of the size of your budget.
There are many ways to make a small budget act larger. The one rule when marketing with a small budget is that you do not market to save money, but to ensure that each dollar spent brings a handsome return.
The most important premise to keep sight of is that you can accomplish your goals, regardless of the size of your budget.
Wednesday, March 18, 2009
Davis Advertising is Hiring!
Media Ad Planner/Buyer
Full service local ad agency seeks experienced media ad planner/buyer. Join our already successful, now growing media department.
Position Requires:
Please send cover letter and resume to:
Donna Chase
dchase@davisad.com
Full service local ad agency seeks experienced media ad planner/buyer. Join our already successful, now growing media department.
Position Requires:
- Strong written and verbal communication skills
- Computer proficiency
- Ability to work independently as well as within a team environment
- Building relationships with account management teams internally as well as externally
- Attention to detail, able to multi-task under tight deadlines - includes follow-up, revisions, tracking and make-good information and maintenance
- Significant organizational skills, ability to work simultaneously on numerous media objectives in a comprehensive manner
- Proactive thinking
- Decisive and effective problem-solving ability
- Monitoring and evaluating current media environment opportunities
- Bachelor’s degree or equivalent experience preferred
- Two years+ media planning experience
- Full responsibility in developing media plans - must ensure clients’ day to day as well as long term media needs
- Self-motivated with flexible thinking and attitude
- Media research - negotiate rates, placement, added value, sponsorships and promotional opportunities
- Demonstrate complete understanding in evaluating budgets/results and data effectively
- Identify, review and resolve billing discrepancies
- Maintain and update media database
- General administrative duties
- Additional duties may be assigned
Please send cover letter and resume to:
Donna Chase
dchase@davisad.com
Tuesday, March 17, 2009
Small Business Social Media: Getting Blog Exposure With Limited Resources
So, you've just launched a blog. You've written a couple of posts, have some plans for future posts, and even have a reader or two. However, now you want to take it to the next level. You want to build a community of readers.
Problem is, you don't have one person dedicated to your company blogging efforts. You're doing this yourself and while you have some time to dedicate to working the crowd, you aren't able to spend every hour of every day on it.
Here are a couple of things you can do to increase traffic, using however much time you have to give to it:
Submit to Digg, Reddit, etc.: Although it is next to impossible to make it to the front page of a site like Digg, that doesn’t mean entries still shouldn't be submitted. By submitting a post you are almost always guaranteed at least one visitor. The odds are that at least one person will click it while perusing upcoming stories. However, when submitting to sites like Digg and Reddit the goal isn’t necessarily getting “Dugg” and making it to the front page, but getting our content indexed within these social news sites. The millions of people on these sites use their search functions extensively, and by submitting our entries we are giving ourselves the ability to show up within searches on these sites. So in sense we can think of submitting to these sites as submitting to other search engines apart from Google and Yahoo, and although the volume is significantly less, the traffic will probably be more targeted. And as we’re thinking of these sites as other search engines, it’s important to submit our titles and descriptions with good, relevant keywords to our posts so that we have a better chance of generating click-throughs on related queries.
Be active on blog communities (like MyBlogLog) and on other blogs: Blog communities are a tremendous resource for finding targeted readers, increasing your subscribers, and even getting backlinks. Other blogs are also a space that you should be active in. By participating and commenting on other blogs, not only will the author visit your site and potentially contribute, readers of the other blog might as well.
Problem is, you don't have one person dedicated to your company blogging efforts. You're doing this yourself and while you have some time to dedicate to working the crowd, you aren't able to spend every hour of every day on it.
Here are a couple of things you can do to increase traffic, using however much time you have to give to it:
Submit to Digg, Reddit, etc.: Although it is next to impossible to make it to the front page of a site like Digg, that doesn’t mean entries still shouldn't be submitted. By submitting a post you are almost always guaranteed at least one visitor. The odds are that at least one person will click it while perusing upcoming stories. However, when submitting to sites like Digg and Reddit the goal isn’t necessarily getting “Dugg” and making it to the front page, but getting our content indexed within these social news sites. The millions of people on these sites use their search functions extensively, and by submitting our entries we are giving ourselves the ability to show up within searches on these sites. So in sense we can think of submitting to these sites as submitting to other search engines apart from Google and Yahoo, and although the volume is significantly less, the traffic will probably be more targeted. And as we’re thinking of these sites as other search engines, it’s important to submit our titles and descriptions with good, relevant keywords to our posts so that we have a better chance of generating click-throughs on related queries.
Be active on blog communities (like MyBlogLog) and on other blogs: Blog communities are a tremendous resource for finding targeted readers, increasing your subscribers, and even getting backlinks. Other blogs are also a space that you should be active in. By participating and commenting on other blogs, not only will the author visit your site and potentially contribute, readers of the other blog might as well.
Monday, March 16, 2009
A New Logo for The Longfellow Clubs...
Recently, we received a very nice "Thank You" note from The Longfellow Clubs of Wayland, MA after creating a new logo and tag line for them. Of course, letters like this are better when shared with friends:
Dear Davis Advertising Folks,
Thanks so much for taking the time and really working through our logo conversation. We really appreciate the care and the great customer service.
We feel Davis provided us with a fantastic revision of our logo and new tag line, and everyone is excited about it. Your artists are very talented and gave us some terrific options.
And most important you listened to us.
I'm giving a seminar in San Francisco at the national trade association of health clubs, IHRSA, on green health clubs and we're featuring our new logo! This will be fun!
With gratitude,
Laury Hammel, President
The Longfellow Clubs
Wednesday, March 11, 2009
Davis Advertising and Charter Communications
Davis Advertising has been the agency of record for Charter Communications for a number of years. This quick-hitting video takes you through the relationship:
Tuesday, March 10, 2009
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