High Point, N.C. – (Mar. 10, 2010) – As agencies become more specialized, North Carolina’s Trone® proves that a full-service agency is the best approach for clients. Trone has undergone a transformation in recent years in order to do full-service the right way.

Trone, which has roots in consumer packaged goods and product introductions, refocused its energies in order to better understand connecting brands with their targets. This transformation allowed them to build a reputation for solving unique, complex challenges for clients.

Trone has the answer to full-service. Strategic problem solving for their clientele has broken down the walls within Trone. All departments from creative to account service to public relations work together to provide the best solution for each client.

The agency’s newest client, the North Carolina Education Lottery, allows them to prove it. “Throughout the advertising agency RFP evaluation process, Trone’s integrated approach demonstrated their ability to deliver outstanding creative rooted by solid strategy,” says Lou Ann Russell, Deputy Executive Director for the North Carolina Education Lottery.

The North Carolina Education Lottery has a simple, established message: the lottery is fun to play. The simple message and the restrictions that come with promoting the North Carolina Education Lottery produce a different kind of challenge for Trone.

“This partnership offers us a new type of opportunity,” says Martin Buchanan, managing partner at Trone. “The North Carolina Education Lottery is an exciting creative challenge with a straightforward strategy, giving us an avenue to demonstrate our creative abilities.”

There are a variety of reasons companies turn to agencies. Over time, as clients’ businesses grow, their needs change. Trone’s belief is that these needs are best served by an agency that can adjust with the client by providing assistance with complex problems, such as creating a loyalty program that engages the target as well as a strong creative direction that raises brand awareness. Trone’s ability to work across departments and place equal importance on each discipline in order to assist clients in reaching their target successfully makes it a full-service agency that works.

About Trone

Trone, Inc. is one of the largest independent agencies in the Southeast and has been in business for 27 years. With nearly 75 employees and $100 million in capitalized billings, Trone is a full-service marketing communications firm offering strategic consultation and analytics, media buying and planning, advertising, design, relationship marketing, public relations, interactive, social media and event marketing.

 As a mother of two young kids, I am often seeking out information that is not only factual but practical.  I am searching for answers of how to handle a 6 year olds temper to what other moms used to clear a bad diaper rash. And yes, I can get all of this information from something that has 2 covers with perfect stitching, but why?  Why would I choose to read a dated reference book when I can talk to other moms with my same issues and read about how my fellow moms handle certain situations?

 Not only am I huge blog reader, I now have a blog of my own.  An outlet where I share my funny family stories with friends and families.  During my blog research, I have come across many successful mommy blogs that offer everything from family stories to product suggestions. 

One of these such mommy bloggers is at the top of the mommy blogging world. She has made her personal blog her main income for her family and has currently landed a spot on HDTV.  DOOCE.com is by far my favorite mommy blogger.  She is real.  She offers an honest look at married life with kids.  While she spends her days updating her blog, she is also supporting her site with banner ads which now support her family and has allowed her husband to stay home with her.

What a great idea and one I wish I had thought of!  To think that you can support your life with marketing through banner ads on a site that you update because you love to write about your life, family and what you are having for breakfast.  BRILLIANT.  And for those companies who advertise on a blog like this are not brave, but smart.  Those who follow blogs daily are exposed to targeted product placements without evening knowing it. 

In the words of Heather Armstrong herself (the Dooce!) “Here in this tiny space on the web is an example of just how awesome and life-altering the Internet can be.”

 Check her out.  I am sure once you read her blog once you will be hooked.

The reason for my supposition is the recent influx of TV shows featuring families like the critically acclaimed Modern Family as well as the all-too-real The Middle. They point to the fact that we want to see how the family is doing. Today’s families may not look like the Waltons, but like the Depression-era brood, these shows have their own unique blend of chaos, forgiveness and laughter.

Modern Family and The Middle, in particular, deal with issues so current and relevant that as a parent, I don’t feel crazy, I feel befriended. Not since the Bradys and the Partridges have I wanted a TV family to live next door. Even the newer dramas are revolving around family, case in point, Brothers and Sisters, The Good Wife and Parenthood that debuted this week.

The shows embrace their family-ness. The Modern Family website has a family scrapbook and a family tree. This week, the Hecks of The Middle went on a road trip to a spelling bee. Both show are affirming and uplifting, all while shrinking the jeans or thinking up punishment for shooting a sibling with an air-rifle pellet.

To quote The Middle’s mom Frankie Heck “People end up in places they don’t want to be because of two things, drugs or kids.” If you don’t have kids, this may seem like nothing. To those of us in the throes of it, it is our reality.

If you’d like to check out episodes, I recommend Modern Family episodes: Fears, Fifteen Percent and Fizbo. The Middle: The Bee, The Yelling or Valentine’s Day.

Both shows offer a great take on today’s moms and dads. Interested to see what Parenthood brings to the party.  Let me know what you think.

Companies that have a well-established brand within a market can often feel trapped when considering their participation in today’s trade shows.  Too often, they end up participating half-heartedly rather than risk being seen as conspicuous through their absence.  So they pop up a booth, set out their brochures and peppermints, and hope for the best.  Then they spend all their energy upon their return defending to management and the accountants why they just “had to be there”.

But instead of falling into this trap, make the most of your show in the following ways:

-   Unmass the message.  Use the occasion to speak to your customers as individuals. You’ve got them face to face—so how else would you speak with them? Have their sales records handy on an online data base, so you can review their purchases together.  Reward the customer for their loyalty. Provide customized incentives to underperformers encourage future business with your company.

-   Spend some time with the trade media. Even if you don’t have any real news to announce at the show, set up some meetings with editors.  These meetings will be helpful in developing those relationships, and you may just uncover an information need that they have and become the focus of a future story.

-   Motivate and involve your sales force.  If you’ve got your sales people coming to town for the show, give them the tools and training to help them be true brand evangelists.  And, consider collecting their thoughts post-show about things that you could have done different or better on the show floor.  A simple Zoomerang survey sent out to your field force the week after your event can uncover some great ideas to help you plan better for future shows.

-   Meet with the heads of the sponsoring association.  You may be able to identify opportunities for your company to increase or change its involvement with the association to help you build your business.

-   Measure.  Make sure you have built some opportunities for generating metrics into your show program.  Whether you are swiping badges, registering visitors for sweepstakes, or taking orders, record these numbers and use them either as comparisons from past years’ stats, or set benchmarks for the future.  That way, when management asks “how the show went”, you can point to a quantifiable result, rather than providing a nebulous response.

-  Have fun.  Engage and entertain your clientele in a way that ties into your brand proposition or new product launch.  It’s not just about the giveaway—it’s about the experience that resulted in the giveaway.  Create opportunities where you and your customers can laugh and learn together, so that when you see them six months or a year later, you have a common memory from which to build.

 So enjoy.  But not too much—pace yourself on those nights out on the town, and don’t forget your comfortable shoes.  And make trade shows an investment that nets a return, rather than an expense to be defended.

From the beginning, it was clear these games were held in North America. This was evident with the opening ceremony. Whether it was the aboriginal dancers, the Canadian singers or the customs, we knew these were our Olympics. Throughout the games, there were differences between this Olympics and the summer Olympics from 2008, where China was the host. China brought their own style and beauty to them. However, China is a communist country and the differences from a media perspective were quite apparent. China has strict regulations on internet usage and has recently implemented guidelines for Google.  Of course Google is questioning them. But could you imagine America without Google? We are very dependent on it. But alas, I digress.

The Canadian games were completely represented in the media. In the US, NBC owned the rights to the games but by contrast, in Canada, there were over ten networks (CTV, TSN, RDS, RIS Infosports, Rogers, OMNI, OLN, V, APTN, ATN, etc…) that carried them. Granted there are certain factors to take into consideration. First, Canada was the host country. Second, there are two official languages in Canada, thus needing to be aired in both. And probably the most relevant factor, it’s fair to assume that not one of those stations could afford to buy the rights outright. So what does this mean for the audience? Well, we could say we were not as lucky because if you were tired of watching the umpteenth time Apollo sped around the rink – too bad! Yes I am giving away a secret here; technically the games on NBC were not live. In Canada, if you did not want to watch skating, you could simply change to another station for different coverage. I am not revealing a deep dark secret here, as this was completely obvious through whichever means of social media you were following. Although I am a big believer in the power of social media, at times I found it difficult to follow them. It is hard to watch a sport, when you know the outcome. However, the benefit was that you never felt like you were missing anything. The added bonus to social media is that you can follow the athletes on Twitter for instance. This gives you the extra sensation of being involved in the games. You can feel their angst, their excitement, their fear… Imagine if it was your child competing and you could not be there with them. What a great way to share this special moment with them.

All in all, NBC did a great job, but more importantly so did our athletes. Congrats to all!

But as we begin a new decade, a new type of sponsorship has emerged. Gone is the the sponsorship of the event and in its place is the sponsorship of a target audience.

Proctor and Gamble supported the 2010 Winter Olympics with an emotionally riveting campaign called Thank You, Mom. 60-second advertisements focused on the support Olympian’s moms give to them throughout the years as they strive for athletic excellence. And each spot comes to a close with the P&G, Proud Sponsors of Moms message. 

After seeing the commerical for the first time, I had the same reaction as many mothers I polled, it sparked an emotion for moms who want the best for their kids and would do anything to support them. But after seeing the spots over the last two weeks, as an advertising professional, I found myself asking: do they really need to keep saying “proud sponsors of moms” at the end of every spot? The spots were emotional enough that if they just ended with a simple P&G product message, the audience could have made their own connection to the spot. It almost felt like I was seeing the strategy line being broadcast over and over: P&G products are purchased by moms and we wat to show our support of our key target audience.

As a mom, I also pondered, how does Dad feel right now. The Winter Olympics draws not only the female members of the household but the entire family. And with approximately 75% of moms in the workplace, the household responsibilities are falling more onto Dad. And I know the Dad in my household was annoyed that he wasn’t getting any love for supporting his son.

So I applaud P&G’s effort to create a commerical that wasn’t product focused and engaged the audience, but I wish we didn’t see their mom strategy over and over. Moms appreciate a brand that understands what it takes to be a mom, but they engage with brands because they organically fit into their lives. I’m not sure because P&G said they were a proud sponsor of mom, that mom returned the favor and claimed they were a proud sponsor of P&G products. And a mom marketers true sucess is measured by the mom advocates that willingly sponsor and support its products as that is the ultimate driver of sales.

What do you think, did P&G’s Thank You Mom campaign gain them more followers, or did it just make Mom feel good (and Dad feel left out)?

But who would have thought that posting a Twitter message – one that celebrates and encourages the accomplishments of individual athletes would cause havoc with the sponsorship gurus at the IOC.  That is what happened this week when several companies posted entries about the games on their Twitter™ and Facebook™ accounts.  The entries had nothing to do with self promotion, rather joined the spirit of all Americans in wishing our athletes well.

Yet, simple posts such as:

“We’re rooting for you @LindseyVonn @Shaun_White @GregBretzz and @Drahlves in the 2010 Winter #Olympics!”

“Guess what? Team USA is rockin’ out the #Olympic medal count in 1st place with (drumroll, please) 18!”

have been met with a response from  Lisa Baird, chief marketing officer of the U.S. Olympic Committee, who declined to comment on specific examples but says nonsponsors are barred from referring to the Games and their athletes in name, likeness or imagery that evokes the Games in any media without a waiver from the committee.

I understand that companies pay huge sums to be an official sponsor, and in many cases it has become a great marketing tool, but are posts that highlight the unity that an individual or company feels for our country and athletes during the Olympic games something to be governed and restricted in a medium that has become a part of our everyday culture and source of information?

There has to be some happy ground that won’t offend the OIC lawyers.!

Here are a few things I will be watching out for:

1. The influence of social media on the outcome
   As the Top 24 is narrowed to 12, we should see indication of popularity by visiting each participant’s social media site.  Can you imagine how much influence each site will hold as fans of the show try to rally their friends and family to support each contestant?  However, a new dynamic may enter as fans might become complacent and not vote if they see that their favorite has millions of supporters on their sites.
2. Each contestant’s ability to rally fans
   It will be interesting to see how each contestant uses their outlets to rally support.  This year’s winner could be decided on an artist’s ability to engage with fans to drive votes. A contestant’s social media savvy will be exposed.
3. Additional pressure on the contestants
   There is no doubt that each contestant feels pressure from the judges and live audience.  Will comments that critics place on the forums create more anxiety for the singers?
4. How much will Idol manage the forums?
   The true beauty of social media is unfiltered, transparent conversations.  I will be interested to see how much Idol allows.

Every year American Idol hooks me somehow, and now with this new dynamic, they have done it again.  How do you think the new social media policy will change the competition?

We have mixed feelings about that.

Kara: As a young writer, I genuinely hate being told, “I’ve seen that before” or “That idea reminds me of something I’ve seen X years ago.” So I have no problem with reworking an idea—as long as you make it your own. However, and that’s a big however, if you ever feel the need to oil up a toddler and make him pose provocatively with a rope because you think David Beckham is hot, please refrain.

Lonnie: Correct me if I am wrong but I think oiling up a toddler is illegal in all 50 states. I am surprised that they didn’t give him tattoos. Plus, is that toddler sick? Why so sweaty? Is Armani selling diapers now? This is just plain wrong. And unoriginal.

Here is another example of unoriginality: Verizon Shadow spot. It debuted just before Valentine’s Day. Nothing says I Love You like the largest 3G network. But what’s worse is that I knew I saw this somewhere before: Debeers from the mid 1990s. Copycats!

Kara: You’re such a cynic. I actually like that one. And I have to say, whoever did the sound design did a phenomenal job of making it sound like the original without ripping it off completely.

I’m sure you’ll love this one. Verizon also remade a Big Red chewing gum commercial and not-so-brilliant jingle from the 80s. Aside from the Facebook reference and the seriously improved video quality, the spots are nearly identical.

Lonnie: Great, I had a hard time getting that jingle out of my head in the 80s. Now, 20 years later it’s making a comeback. Where have all the creative minds gone? Have we reached the end of all that is creative and are we now recycling, or I should say cannibalizing our past? Postmodernism? Nay, I say post-postmodernism! We are now stealing from the thieves. Where is my soapbox?!?!?!

Kara: Your soapbox was removed from the premises. You have used it too much lately. Post-postmodernism? Did you make that up?

Lonnie: That is very postmodernist of you to say.

Kara: Nevermind.