So you want to build hype for your campaign? Our campaign strategists at Bluetext have some tips for you. Assuming you’ve already started building out your campaign, you should have an idea of what your goals are. A common goal is to build awareness and excitement. When building excitement ahead of your launch, you want to bring an air of mystery. Balance announcing details of your campaign while leaving enough to the viewers’ imagination. Some effective teaser mediums include social media snackables, physical swag, email campaigns, or teaser trailers.
When Bluetext recently launched Phosphorus’ Thing Tamer, we decided to keep things mysterious. So, we began with the organic promotion of teaser videos to curate a collection of content for the dramatic launch of a full campaign without sacrificing ad spend. Once our audience’s interest was piqued by compelling graphics and intriguing headlines, we directed their attention to the campaign landing page. This landing page hinted at all things to come and encouraged users to sign up for exclusive notification of the launch. The landing page was designed to be as engaging as possible, with promotional movie posters, two different trailers of the Thing Tamer series, and on-scroll animation to introduce the personified things and interactive carousels to reveal campaign messaging and key stats. signed up for the email list, they received a thank you email that further teases at the Things to come.
The first trailer named the Beast Trailer worked to establish the problems Thing Tamer solves. Offices with countless enterprise IoT devices are at high risk of being exploited by unsuspecting sources. Each device has its own firmware and unique language making managing all of them a complicated process. Without giving too many details away, we put a spotlight on common problems enterprises face. This was followed up with the second trailer, which starts off by slowly revealing our hero, the Tamer, an IT version of Indiana Jones meets Crocodile Dundee. By shifting focus to our IT guy wearing the Tamer’s hat, users are able to envision themselves as the ones resolving their IoT devices’ vulnerabilities. The teaser strategy allowed for the campaign to slowly introduce the problem with an air of mystery, leaving them craving more for the full campaign to unveil the solution. Separating the story into digestible trailer videos keeps the target audience engaged for an extended period of time, building upon their interest and education with every touchpoint. Not only does it allow for multiple follow-ups and a nurture strategy, but the shortened length of each video also ensures that viewer attention does wane while watching a long-form video. Hitting the viewer with messages one at a time increases the likelihood of memory retention and builds upon Phosphorus’ brand association. At the end of the day, a successful message is one that users can connect with, and that’s just what we did.
Similar to Thing Tamer’s landing page where visitors could engage with different elements to learn more, the recent The Batman movie had a fun way of building hype ahead of the movie’s premiere. Visitors who found the secret website through a hidden message on the official movie poster were able to talk with the Riddler and solve additional puzzles. Those who solved the puzzles were rewarded with exclusive clips and pictures from the yet-released movie. Once the movie was released, Warner Brothers went a step further and updated the page to reflect the domain being seized by the fictitious Gotham police department. Warner Brothers managed to engage with their target audience over the course of weeks, thanks to a clever Easter Egg hidden in their posters. Being given the opportunity to dive into the Gotham universe in this unique way allowed the audience to connect with the film and get hyped for the official movie release.
Phosphorus also engaged in a few organic social media promotional posts to promote its campaign launch. Social media serves as a great opportunity when trying to build awareness. That being said, Phosphorus didn’t want to spoil too much, so we kept the captions short and used the two trailers and social snackables for the LinkedIn promotions. Utilizing cross-channel promotions and various forms of media increases the likelihood of your users finding your content and engaging with it. Again, at the end of the day, how can you build excitement if your campaign isn’t known? Agencies like us here at Bluetext have the expertise to guide you through the optimal campaign launch.
No two campaigns will be the same, and while the Phosphorus campaign succeeded based on its goals, your success isn’t a guarantee. At the end of the day, your best bet is to engage with a trusted campaign-focused agency to build hype for your campaign launch. Once you’ve launched, we work with you to drive paid marketing and PR efforts, ultimately driving users to engage with your business. Want to learn more about how Bluetext can help your campaign? Get in touch with us here. To learn more about our Thing Tamer campaign, check out the full breadth of our work here.
What’s the last campaign headline you remember? Odds are you probably saw the ad within the last couple of hours, but still couldn’t recall. People don’t remember bland corporate messaging, they remember bold and creative ideas. The physical and digital world is swarming with overused taglines and empty brand promises, steepening the uphill battle to stand out. Enter personification, a guiding hand in the effort to connect with target audiences. For years, corporations have been using people and creatures to personify the very real, but often intangible, challenges and solutions consumers face. From older instances such as Mr. Coffee Nerves to newer versions like Allstate’s Mayhem Man, these brand personifications help consumers connect on a more memorable, substantial level.
Think about it this way, are you more likely to remember a long list of features or a wild personality? Odds are, unless you’re a computer or robot, you’ll remember the personality much better. Why? Because you’re human which is exactly why personification tactics are so successful. Brands like Allstate have famously created characters around common but maybe overlooked problems to draw attention to how insurance can solve those problems. Putting a customer’s challenges in a palatable form makes it easier for them to face the problem and consider your brand as the best solution. That’s exactly what the Bluetext campaign and 3D motion graphics team did with Phosphorus’ Thing Tamer. Phosphorus is an enterprise IoT remediation solution with enriched data and visibility to defend every connected device, which in the Internet of Things revolution is far more than the average person expects. In our first trailer for the campaign, we establish the scale of various IoT devices around the office to put into perspective how vulnerable enterprises truly are. That printer in the corner? Fully hackable and could be a potential entry point for malicious actors. I bet you didn’t expect that threat lurking in the background. In the second trailer, we frame the problem as to how to protect the wide range of enterprise IoT devices we depend on daily and how with Phosphorus, a cybersecurity platform personified as an Indiana Jones-esque hero out to save the day. By assigning tangible symbols and actions to the problem and a face to the company Phosphorus enforces its capabilities and in an exaggerated but memorable storytelling way, can step in to save the day.
This strategy can work across many industries with the right approach. Varonis approached Bluetext to create a campaign around the idea of “avoiding unnecessary exposure.” Our campaign strategists ultimately chose the personification of cyber hacks and exposure as its shocking but memorable approach. Varonis works to secure unstructured data, so Bluetext’s campaign entailed a CEO walking around seemingly naked to convey the risky vulnerability of not securing company data. The campaign was a huge success at quickly catching customers’ attention, helping identify a potential problem they weren’t aware of, and providing them with the solution of working with Varonis.
Similar to Varonis, in Phosphorus’ first trailer we used a haunting Black-Ink Widow IoT device to portray a dangerous but unsuspecting vulnerability lurking around the office. Paired with intense jungle drum music, the scene evokes an apprehensive sense of being under constant threat. In the second trailer, Bluetext introduces the hero, Thing Tamer, surrounded by blue light and IT gear ready to hunt and defend against dangerous vulnerabilities. Paired with visuals of nefarious emoticon faces on IoT devices accompanied by red lights, we established a good versus evil theme that only Phosphorus’ Thing Tamer can tackle. The dramatic themes and high-impact visuals of the trailers are meant to provide audience interest and enforce the reality of IoT device vulnerabilities they may not notice lurking about at night. It sets the stage for a memorable, engaging story of how a security platform can quite literally step in as “Thing Tamer” to corral these unruly and beastly “Things”.
Another example successful brand personification campaign is the Maytag Man, a character that has been around for decades. Historically the Maytag Man was portrayed as lonely and bored because Maytag’s machines were so reliable that no one needed a repair man. However, a recent revamp personifies the machines as a strong, attractive, and ‘tough as steel’ Maytag Man throughout people’s homes. Similarly, when Bluetext ideated on potential names for Phosphorus’ campaign, we opted for simple alliteration pulled from the Internet of Things (IoT). Thus, the “Thing Tamer” was born. An easy to say, easy-to-remember name that ties back to what Phosphorus does and the ambitiously pioneering ethos. This charismatic adventurous hero increases the chances of customers remembering Phosphorus first when searching for IoT protection.
Whether you’re trying to be the next Mayhem Man or just have some fun with your personified brand, the experts at Bluetext can help. Our professional writing, creative, and video teams are eager to get your brand’s campaigns to the next level. Want to learn more about how Bluetext can help your campaign? Get in touch with us here. To learn more about our Thing Tamer campaign, check out the full breadth of our work here.
2 years ago SonicWall approached Bluetext with a campaign challenge: “Help us infuse originality within an over-saturated cybersecurity market. Portray Boundless Cybersecurity ability to break free of cyber threats.”
Bluetext’s response? Hours upon hours huddled over brainstorming sessions until the winning idea came to light. Portraying the end-users in a surrealist, anti-gravity state in which they quite literally “break free” from the constraints and anxieties of impending threats. But how could this be done? With a troupe of ballet dancers, a giant trampoline, and an imaginative team of creative & strategic minds the first Boundless photoshoot was made possible.
By knowing the unknown, providing real-time visibility, and enabling breakthrough economics, SonicWall protects against boundless exposure points for increasingly remote, mobile, and cloud-enabled workforces. In order to communicate SonicWall’s business values across a variety of businesses, Bluetext prescribed a verticalized approach to target the unique needs of each industry. Every detail, from costume to backdrop, was personalized to resonate with distinct audience personas. To truly stand out and earn attention in a crowded cybersecurity arena, the campaign centered on fantastical floating imagery, which served to visualize an anti-gravity feeling of breaking free of cyber threats. To achieve this vision, action photography of models jumping and free-falling atop a giant trampoline was captured. With custom photoshoots, expert post-production editing, and head-turning taglines Bluetext truly elevated the campaign to new heights. As a collection, the campaign imagery showcased SonicWall’s wide range of customer success, and as individual targeted campaign assets, the images emphasized SonicWall’s application to industry-specific use cases. New website pages, banner ads, and social graphics were developed to reinforce ”When Cyber Threats Are Limitless, Your Defenses Must Be Boundless.”
The campaign was a roaring success. So much so that it inspired a Boundless 2.0 campaign that elevated key art imagery to 3D video production to tell the evolving Boundless story. This time, the campaign focused on the end user’s journey into a surrealist, anti-gravity state of mind. The campaign video spans a variety of industry applications, from higher education libraries to retail shops, but focuses on the perspectives of an SMB and remote employee. The narrative describes the current state of cybersecurity, being a sense of closed-off isolation to avoid the fear of cyber threats, but begs the question of ‘what if?’ The main characters are shown proceeding through their daily responsibilities (whether that be commuting into the office, or multi-tasking child care responsibilities at home) until interacting with SonicWall products on their given devices. As these users connect to SonicWall they experience the unconventional possibilities of cybersecurity; ‘What if cybersecurity felt…free?’ The characters are transitioned to a surrealist Boundless world, in which 3D video effects bring a state of gravity-free liberation from constraints of the past. The characters “break free” to realize a more secure, yet freer, future with SonicWall.
To further compliment the Boundless 2.0 campaign video, Bluetext brought the story to life on the SonicWall website homepage and campaign landing page. Both of which feature 3D video in the hero zone to showcase Boundless Cybersecurity for both the remote and in-office workforce. Bluetext animators built a custom 3D environment for each character, which is showcased through 360 pan-around camera effects. Attention to detail was everything, from the outfits worn by the character to the interior decor with hints of the SonicWall brand elements. The characters themselves even parallax for hyper-realistic body motion. The rest of the pages were designed by the Bluetext website & UX designers to highlight the campaign’s core messaging, featuring new products and industry-related use cases.
In an impressive feat of animation, website design, videography, and most of all creative brainpower, Bluetext accomplished its challenge. The Bluetext and SonicWall team combined forces to bring new energy and direction to the SonicWall Boundless Cybersecurity campaign. In two years the campaign has evolved to new heights, but just like SonicWall security, the potential is boundless. Stay tuned to see how the campaign further evolves in 2022, and contact us to see how we can develop a state-of-the-art campaign for you.
Video marketing can be a vital tool when it comes to leveling up your marketing program. Video, as a medium, is an exceptional opportunity to tell your brand’s story and mission using dramatic visuals, voiceover, and music. Video allows you to inject emotion and feeling into your content, something that written mediums like blog posts and product pages just can’t compete with. As some may say, the medium is the message. To humanize your brand and create a memorable connection, audiovisual content can build that bridge. Additionally, the ease with which you can upload your video content to a variety of social media platforms allows you to share your story with as many potential customers and reach as wide an audience as possible.
Below, we dive deep into the five reasons you need to use video in your marketing strategy and why partnering with a video design and production firm like Bluetext is the right choice for you.
1. Authentic Video Builds Trust
Perhaps most importantly, video content helps build trust between you and the prospective buyer. Trust is the foundation that drives conversions and overall sales. 57% of consumers say that videos give them more confidence to purchase online. With a great voiceover and a moving music track, videos can provoke a very emotive, and therefore, human response, more impactful than any generic landing page. Having your team on camera explaining your product or service is also a great way to provide prospective customers with a sense of your company culture and why they should work with you. Additionally, video content filmed and edited the right way evokes authenticity and transparency, both key points when aiming to build trust.
Through our work with Invictus, we produced a video around the story of their unique, military family-oriented mission that resonated with their prospective customers.
2. Explain Difficult Concepts With Ease
We live in a fast-paced visual-based world, where users are less likely to read through a product description and more likely to prefer an infographic or video that explains the solution succinctly. Technology has made us all accustomed to immediate satisfaction in finding the answers we seek. And if users don’t find the information they’re looking for, they lose interest or look elsewhere. Video content reduces the overall effort it takes to learn something new, especially when it may be a difficult concept to understand. If you’re launching a new product or service, explaining its features and advantages will be easier through video than a product landing page. The way the human brain processes information varies by individual, some are more visual learners, some auditory, and even some kinetic. If you don’t have the words to explain your product, the use of animation can help bring any concept to life. An audiovisual medium allows you to effectively reach a wider audience. The quicker someone can understand your product, the quicker the conversion from prospect to a customer will be.
Through our work with IoT cybersecurity company, Phosphorus, we told the story of their mission and the power of their groundbreaking platform.
3. Google Loves Video Content
There are a variety of reasons Google loves video. Perhaps most importantly, Google places great value in the length of time a user spends on your webpage. If your video content is enticing enough for the user to watch it all the way through, they’re more likely to spend more time watching a video on your site than reading through a lengthy landing page. Additionally, as we know, including keywords in your written content is important in any SEO strategy and helps improve your search rankings. Using the latest Video Intelligence API, Google can catalog the relevant keywords in your videos and increase your ranking in search engine results. Relevant keywords in your video and written content packs the maximum SEO punch into your webpage. Another great reason video content is a great SEO value is as video content can be adjusted to multiple screen sizes, Google ranks this content very high in search results.
4. Mobile Users Benefit
In the world we live in, everyone is glued to their smartphones throughout the day, watching, liking, and sharing content. According to a recent study, 90% of users actually watch videos on their smartphones rather than on computers or televisions. The ready availability of so much video content on smartphones is driving this statistic and will only grow as more and more content is produced. So what does this mean for you? Increasing the amount of video you put into the market will only increase the engagement with your content from prospective customers. Well-produced, informative content will be more likely shared and will lead to increased sales.
5. The Competitive Advantage
Stay one step ahead of the competition by producing video content. A lot of companies are still of the mindset that video content is way too expensive; and sure, some very well-produced content can get expensive when you’re factoring in custom shoots, actors, and multiple 8K cameras. That being said, video content doesn’t have to be expensive. With the right story and a camera as readily available as the one on your smartphone, you can create perfect video content that will resonate with your target audience and lead to many conversions. Being smart with your resources (financial & human) can result in an impressive video that no one would know was built on a budget.
Videos can play a massive role at every stage of the marketing funnel. That being said, creating high-performing video content takes time and effort. Ensure you have the right video content strategy from the get-go and that you maximize authenticity, creativity, and uniqueness. Need support putting together your video content strategy? Contact Bluetext today.
Have you been searching for the best way to compete in the new frontier of web design? Do you need to stand apart from your competitors in a big and bold way? Well, here’s your answer: motion design.
Motion design refers to anything from an animated logo to subtle motion on a website. But why is it worth investing in? Let’s take a look at how custom animation can yield much stronger ROI than static graphic design or leveraging stock animations.
Motion is Memorable
People are more likely to remember something that moves. People spend 2.6 times longer on webpages that have videos than ones that don’t. Motion design is ideal for marketing because it’s design + messaging + memorable movement, all in one piece of content. It’s a golden trifecta for a brand’s first impression. Think kinetic typography in hero zones, micro-interactions in UI and CTA buttons, explaining your tagline through an animated logo, or even a full segmented-explainer-video-landing-page experience. These motion integrations will not only catch a user’s eye, but sustain their attention on page long enough to peak interest.
The PLASTICS Industry Association turned to Bluetext to develop a full new brand system for their triennial trade show, NPE®. Within the new CVI, Bluetext developed a logo animation that could be incorporated into the new video assets and onto the new website. The logo, which leverages a globe design, animates each individual element of the globe to form into one, highlighting how NPE brings together plastic industry professionals from around the globe.
Motion Helps Tell Your Brand Story
While, yes, motion design gets (and keeps) attention, it also tells a story. If a user is watching and absorbing, they are tangibly engaging in your message. A static design doesn’t allow you to express your brand to its fullest potential.
For SonicWall, Bluetext incorporated a parallax effect that follows the user’s cursor as they move it across the page. This subtle movement brings the visuals to life, making the focal point really feel like it’s floating, or in the case of SonicWall, boundless. SonicWall used this effect to bring their metaphor of Boundless Cybersecurity to life and fully engage users in a big way.
Motion Brings Your Brand to a New Level
Motion design brings your brand to life in ways you could never imagine. Take static brand elements and transform them into tools for storytelling. When Appgate turned to Bluetext to establish a new brand and help bring the company to market, we took their new brand and created a 30-second product video marked exclusively with animated brand elements. It was memorable, clean, and told the story of who Appgate is and where they are heading. Appgate truly got the most out of motion design by also integrating subtle animation into their website. Pairing a memorable and exciting video with recognizable animated elements on the website truly reinforces the branding and creates a memorable experience for the user.
Interested in getting the most out of motion? Contact Bluetext to learn more about our video and animation services.
You’ve spent months working with a video design & production company to write the perfect script, find the right voice-over actor, polish your storyboard, and so much more. Now, you have a video that captures your brand essence and you want users to see it. So what’s the best way to get impressions on your video? As a premier video design & production company, we know there are countless options for getting your video in front of users.
With over 2 billion users and more than a billion hours of videos watched daily, YouTube is one of the best ways to ensure your target audience finds the video content you’ve produced. To truly understand just how powerful YouTube can be as a platform, it’s important to understand the basics. Keep reading to learn more about YouTube advertising and it’s different kinds of ad formats.
What Type of YouTube Ads are There?
YouTube Ads are controlled through the Google Ads platform, allowing advertisers to maximize their reach. Through YouTube Ads, you can decide whether you want your video to appear before, during, or after the video a user is watching. The six primary ways you can advertise through YouTube are:
- Skippable in-stream ads
- Non-skippable in-stream ads
- Video discovery ads
- Bumper ads
- Masthead ads
- Outstream Ads
Let’s take a look at each one.
Skippable In-Stream Ads
If your goal is to drive website traffic and/or conversions, this is a great option for you.
Skippable video ads play before, during, or after a video and users have the option to skip the ad after five seconds. As such, advertisers are only charged when a viewer watches 30 seconds of the video (or the full duration of the video if it’s shorter than 30 seconds) or interacts with the video. With this in mind, it’s important to keep your ad short, sweet and to the point. Don’t bury your main points 25 seconds in the video, but rather front load with interesting content that hooks a user and encourages that conversion action. Alongside skippable video ads, advertisers have the option to display a companion banner in the top right and a video overlay CTA button in the left. Needless to say, skippable video ads can be great for a lot of reasons.
Non-Skippable In-Stream Ads
Given the nature of non-skippable in-stream ads, this is a great format if you’re aiming for a lift in brand awareness. With 76% of users skipping ads out of habit, it can be worthwhile to run ads that don’t have an option to be skipped. However, with non-skippable ads, you need to be confident that your video is strong enough to hold your audience’s attention for the full 15 seconds. Given that viewers have to watch the full video, these ads typically have higher CPMs than other formats on YouTube.
Video Discovery Ads
Video Discovery ads are best for product and brand consideration. Just like Google paid search ads, YouTube Discovery Ads display alongside organic YouTube search results. As a more native approach, if your video appears relevant to users, people are more likely to watch it. Alongside a thumbnail of the video, these ads allow for three lines of text to help provide users with more context and information. The text opportunity is great, because it ensures that a user consumes some brand messaging even if the video isn’t played. Furthermore, in the best case scenario, the description text further encourages the video play action, and eventually results in a lead or conversion.
Bumper Video Ads
Are you looking to capture viewers with a short, memorable message? Then bumper ads are for you! At only 6 seconds, bumper ads are a quick, snappy way to leave viewers wanting more. Billed on a CPM basis, these ads are best for building brand awareness, given that they are also non-skippable.
Masthead Ads
Masthead ads are a fantastic way to drive awareness for a new product, service, or event for a short period of time (i.e. a trade show). While most YouTube ads are purchased through the Google Ads auction, masthead ads are bought on a reservation basis. By buying on a reservation basis, masthead ads give you more control over your budget (buy impressions at a fixed rate), greater visibility (guarantee the placement of your ad), and better brand awareness (reach a wide audience).
Outstream Ads
Outstream ads are another great tactic for boosting brand awareness and bringing users to your site. With over 40% of YouTube viewers watching content on their mobile devices, a mobile-first ad campaign is a smart approach. Outstream ads, for example, are mobile-only and play on partner sites and apps outside of YouTube. While this might seem counterintuitive at first, this actually allows advertisers to expand their reach to publishers such as CNN and Forbes. In addition, users are more likely to view outstream video ads by over 25% when compared to instream ads.
Knowing that there are so many options for YouTube ads, it can sometimes be overwhelming to know what format to select. It’s important to start with your goal, and work backward from there. Better yet, consult a digital marketing agency for advice on the best ad format and strategy for your business. If you’re interested in working with a video design & production company to create your next video or need help figuring out how to promote your videos, contact us here!
Thank you for joining us for the Q1 2021 Bluetext Cybersecurity Summit. Exclusively open to CXO’s, our goal with this summit is to deliver a value-add platform to network in the C-Suite with businesses facing similar opportunities and challenges.
Topics:
We plan to discuss the following items:
- Technology Customer Investment Trends
- Technology Consolidation Trends
- 2021 Trends
Date/Time:
2:30pm-4:00pm EST
Thursday, January 28th, 2021
Where:
COMING SOON: A link will be distributed with a calendar invite to all invited.
Agenda:
- Welcome from Jason Siegel: 1 minute
- Welcome and Introduction from Moderator, Morgan Wright, SentinelOne: 3 minutes
- Introductions of each business by one of the representatives (2 minutes each): 15-20 minutes
- Five questions will be softballed out, each receiving 5-10 minutes of airtime.
Summit Specifics: Things to Know
- We will mute all microphones for audio clean-ness
- The raise hand functionality will be used to orderly unmute speakers
- A recording of this conversation will be archived so keep it clean, friends
Moderator
Morgan Wright
Chief Security Advisor, SentinelOne
Morgan is an internationally recognized expert on cybersecurity strategy and cyberterrorism. He currently serves as a Senior Fellow at The Center for Digital Government, Chief Security Advisor for SentinelOne, and is the chief technology analyst for Fox News and Fox Business on cybersecurity, cyberterrorism, national security, and intelligence.
Companies in Attendance:
AffirmLogic
About: AffirmLogic’s Hyperion platform applies advanced Mathematical Behavioral Computation that enables security teams to detect, analyze, and defend against even the most insidious malware—including advanced persistent threats (APTs) and other sophisticated, potentially devastating forms of attack.
Invited:
Larry Roshfeld, Chief Executive Officer
ArdentMC
About: ArdentMC is a trusted provider for geospatial information, cloud migration, and DevOps in the federal, state, and local business spheres, delivering quality products and outstanding performance initiative to every client.
Invited:
Michael Matechak, Chief Strategy Officer
CI Security
About: CI Security provides Managed Detection and Response and Cybersecurity Consulting services to help their customers to be secure, compliant, and resilient against threats to the life-safety, life-sustaining, and quality-of-life systems and services they provide to customers and communities.
Invited:
Jake Milstein, Chief Marketing Officer
EnHalo
About:
EnHalo is a group of global companies under one brand that is locally engaged, while globally operated. EnHalo focuses on three business pillars: Reducing Risk through its cybersecurity offerings, Reducing Cost through digital transformation, and Increasing Revenue through automation.
Invited:
Chris Beard, US President
Carol Watson, Director, Sales & Operations
Illusive Networks
About: Illusive Networks, the leader in deception-based cybersecurity solutions, empowers security teams to preemptively harden their networks against advanced attackers, stop targeted attacks through early detection of lateral movement, and resolve incidents quickly.
Invited:
Claire Trimble, Chief Marketing Officer
Infinite Group (IGI)
About: IGI works with organizations on all levels of IT security. Its areas of practice include managed security, incident response, social engineering, physical & perimeter security, administrative security, and internal security.
Invited:
Andrew Hoyen, President & COO
Kryptowire
About: Kryptowire provides software assurance tools for mobile application developers, analysts, enterprises, and telecommunication carriers.
Invited:
Alex Lisle, Chief Technical Officer
Obrela Security Industries
About: Obrela Security Industries (OSI) provides enterprise-class professional and managed IS services to assess and manage information risk in complex enterprise environments.
Invited:
George Patsis, Chief Executive Officer
Phosphorus Cybersecurity
About: With a 7 year half-life for vulnerability patching, and infrequent, if ever, credential rotation, IoT is the softest target on the network today. Phosphorus automates remediation of the biggest vulnerabilities in IoT.
Invited:
Chris Rouland, Chief Executive Officer
Rebecca Rouland, Chief Financial Officer
Sertainty
About: Sertainty technology implements a proprietary zero-trust architecture by embedding actionable intelligence into data-files. Sertainty makes it possible for data to be self-aware, self-protecting, self-acting. This gives software developers, systems integrators and their end-users a better way to monetize valuable information, lower the cost of compliance and mitigate risk in real time.
Invited:
Rivers Nesler, VP, Communications & Legal Affairs
Securonix
About: Securonix delivers a next generation security analytics and operations management platform for the modern era of big data and advanced cyber threats.
Invited:
German Fabella, Creative Director
SonicWall
About: SonicWall Boundless Cybersecurity safeguards organizations with seamless protection that stops the most evasive cyberattacks across boundless exposure points and increasingly remote, mobile and cloud-enabled workforces.
Invited:
Geoff Blaine, Senior Vice President, Corporate Marketing
SpyCloud
About: SpyCloud is laser focused on preventing online fraud with our proactive solutions, which protect billions of employee and consumer accounts worldwide from account takeover.
Invited:
Company CXO’s
Stage2Security
About: Stage 2 Security is an Adversary Simulation, Protection, and Prevention company focused on building confidence in our clients’ IT systems.
Invited:
George McKenzie, Chief Executive Officer
When trying to define your brand and go-to-market strategy, it’s all about asking the right questions and using the right processes to find the answers. Continue reading to understand what this looks like and how to avoid brand regret.
At the core of your brand is an emotional connection. We identify with brands and remain loyal when we establish an emotional connection. Read: I use [brand] because it makes me feel [emotion]. What does that look like for your brand? At Bluetext, our branding process seeks to answer that question for you. 
The process should challenge common beliefs and ensure that all constituents provide input to get to the core message and brand essence. We use a variety of workshops designed to do this, including individual stakeholder interviews and group exercises, ranging from adjective scales, metaphor association, and rapid point system voting in response to visuals. Using a combination of individual and group, and qualitative and quantitative data helps solve for the “halo effect” created when everyone follows the person with the most influence and the “bandwagon effect” when your human instinct is to agree with the group even when you disagree.
Interpreting qualitative answers is key. All too often, clients want to tell the world what they do, rather than the value they provide. Your ultimate messaging and visual identity should communicate your unique value. Want a quick pressure test? Remove your logo or name from an ad. If someone was familiar with your brand, could they still associate the ad with your brand? If the answer is “no,” the ad is missing your brand essence. Now replace your name or logo with your competitor’s. Does the ad still make sense? If so, it’s once again missing your brand essence.
Once you’ve embraced the process and put in the work, pressure testing the output is essential to its success. From surveys, to focus groups, AB testing, or even fancy facial electromyography, any testing is better than not testing. Depending on your go-to-market strategy and target audience, your marketing agency can recommend tests that fit. You may uncover something important not considered.
Finally, ensure the implementation is consistent across channels, including Search. There is a lot of noise out there. It can take many, many touchpoints to remember a brand. The more consistent your brand is deployed, the more likely your audience is to remember. In a Search dominated world, consistency also allows your audience to find you through keywords you have cemented in their mind as long as SEO is a part of your strategy.
Don’t confuse consistency with failure to evolve. It’s important to regularly test brand awareness and sentiment and conduct competitive research. The brand that worked yesterday may not work tomorrow. A good marketing agency will push you to shed the comfort of what has always worked.
A final word to the wise. It’s better to spend the resources upfront with a marketing agency who can get it right than to spend more resources later correcting a brand perception that has already been solidified in the mind of your audience. Avoid brand regret.
To learn more about other tips and tricks to avoid branding regret, check out our interview with Terry Jones, Founder and CEO of Travelocity, and Founding Chairman of Kayak, below.
2020 has been the year of transitioning workforces, meetings finally turning to emails, new office place attire, and most of all, virtual conferencing. With pandemic restrictions putting a pause on in-person interactions, many industry conferences, trade shows, and events have been forced to postpone, cancel, or adapt.
In the spirit of adaptation, many companies have found ways to work around the obstacles of the pandemic and preserve the annual events and conferences that customers and business partners have come to rely on. Virtual events have become the new normal. Businesses are realizing the potential of virtual conferencing and webinars, and using a variety of virtual networking platforms to achieve their event objectives completely online.
As an agency with virtual event marketing capabilities, Bluetext has seen a range of approaches and ways to make businesses virtual. Our favorite virtual event trend thus far has been the “real-corded” style of virtual events. Instead of simply posting videos or recordings online to viewers, some companies are opting to recreate the expected live event experience for viewers. This attempt to preserve the familiarity of traditional trade shows and industry events is well received and appreciated by attendees, as it gives some sense of normalcy and expectancies in an uncertain period of time that we live in. There is a large amount of risk that comes with hosting a completely live-streamed virtual event, including technical issues, presentation quality, user behavior, and platform capacity. However, clever companies have found a way to disguise recordings as live streams and provide some sense of community and group experience to viewers.
The “Real-corded” Experience
Here are some of our favorite ways recorded events have simulated live stream experiences:
1. Countdown Clocks
For SonicWall Boundless Virtual Event, a dynamic countdown clock was added to the pre-event site to show exactly how many days, hours, and minutes until the virtual event would go “live.” The pre-event site was loaded with everything a viewer might need to know about the event, including promotional teasers to agenda and FAQs.
2. Event Log-In
Once the countdown hit zero, the pre-event site updated to allow an attendee to log-in. Very similar to a normal in-person protocol, where a user would sign-in and verify that they had registered for the event before entering the venue. After logging in the user would be greeted with the simulated “Lobby” of the live event site.
3. Time Gated Resources
The pre-recorded video sessions were locked prior to their specified showtime and featured a branded thumbnail to notify an attendee the session had not yet begun. Just as a live event attendee could not time travel to future sessions, the event site did not allow viewers to fast forward the schedule. Once the session was 30 minutes away from scheduled showtime, a new countdown GIF would replace the thumbnail to announce the upcoming video.
4. Virtual Booths
Another hallmark of the virtual event experience was the affordance of networking. While the majority of the event was pre-recorded to allow for post-production editing and ensure visual and audio quality, there were portions of the event where viewers could join a streaming platform and chat in real-time with hosts.
All of these features had guests wondering, real (or recorded?) during the event. The transition between real and recorded video content was made seamless by custom web integrations and streaming platforms. Interested in making your virtual event truly come to life? Check out Bluetext’s virtual event experience, and contact us to learn how we can make virtual a reality for your business.
So you want to host a webinar? In the wake of COVID-19, webinars are your safest option for meeting with your network. According to ON24, at the onset of COVID-19 webinar usage jumped up by more than 330% as a result of the work from home shift. Six months later and webinars are the new normal. So how can you ensure yours is as successful as possible? Check out our virtual experience tips below
Timing is Everything
Studies show that unlike before, your webinar is most likely to draw in participants if it’s held on a Tuesday. While webinars have increased in popularity across every day of the week, Tuesdays have proven to be the most effective. Additionally, any promotional emails for your webinar should be sent early to mid-week for maximum effectiveness. Let’s face it, most of us are most effective early in the week–before the week gets too crazy. Bluetext can help you put together and execute a comprehensive marketing plan to advertise your webinar when audience attention is highest. From coordinated social media posts, designing promotional email templates, and even creating and placing ads, Bluetext is ready to assist you every step of the way.
Tech Support
We’ve all come to learn with work from home protocols, technical difficulties have been encountered by the best of us. However, they can change the tone and impression of professionalism for every participant. As an experienced virtual event and webinar agency, we’ve learned a few ways to avoid this frustrating user experience. First, always conduct dry runs internally to ensure all your settings and equipment work properly–the last thing you want is for your host to have AV problems at the start of your webinar. Second, we recommend having team members on standby to provide any last minute tech support to your attendees. Third, have a backup plan! Whether you offer a second platform for viewing the webinar like Facebook Live or Twitch, or a backup laptop for your host, think through any potential issues ahead of time. Lastly, if you need to contact customer support, be prepared to wait. With the increase in virtual meetings, vendors are struggling to keep up with the tech support demand. That’s why we recommend preparing in advance and working with a trusted agency, such as Bluetext, that has experience troubleshooting these sorts of technical problems.
Resources
What good is a webinar if you don’t have actionable content for attendees to access? Whether you present a PowerPoint or review a whitepaper, attendees should have access to it all. The goal of a webinar is to engage and inform, so ensure any content you provide will be relevant for a few months. We also recommend having your resources link back to your site to increase engagement and keep your company top of mind. Additionally, ensure the content you share establishes you as a thought leader in your industry. Industry leadership is established by valuable content, but also professional and impressive brand identity. Be sure all of your collateral is aligned with your brand, contains digestible and insightful graphics or diagrams, and above all else creates a lasting and positive impression of your company. If your resources need a refresh, Bluetext is a full-service creative and copywriting agency that will ensure your content is as effective as possible.
Webinar Platforms
When it comes to webinars, there are countless platforms to choose from, but these are not one size fits all. So how do you know which is right for you? Each platform offers different features, branding opportunities, and security features. From experience in virtual networking and webinars, Bluetext has dug through all the major players and can recommend the platform that best fits your needs. We have been perfecting the webinar experience for the past few months with our virtual events and learned quite a few things along the way. Experience equates to first hand knowledge on what to expect from each platform, and the pros and cons the platform itself may not tell you.
Why settle for the same old webinar when you can increase engagement and memorability with a fully polished immersive experience. With our customizable virtual events, your users will feel like they’re attending an in-person conference again. In these times, a taste of normal is what we all need. Want to learn more about how Bluetext can help your webinar be a hit? Get in touch with us here.