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14 Mar 2013

April 2013 Newsletter

April 2013 Newsletter


MarCom Geek Panel

The experts from Lunchbox LLC, North by Northwest, Rainmaker Creative, Sixth Man Marketing, Unleashed Online Media and Zipline Interactive will present what you need to know for Digital Messaging, Execution, Campaigns and Measurement of your projects.

It's time to embrace your inner geek and join MarCom for our first ever Geek Panel! Come and learn from Spokane's marketing and technology "geeks" what is involved to sell your C-suite on the best customer experience for your business, the tech necessary to create that experience and how to win buy-in on projects that will bring results.

Have you got a burning tech question for our Geeks? Submit them to us on our MarCom Facebook page or Tweet @SpoMarCom before the event and then participate in a LIVE VOTE through a mobile website during the meeting to see what questions will be answered!

Click here to RSVP and pay for this event by March 29!


April 5, 2013
7:00 a.m. - 9:00 a.m. (7:00 a.m. - 8:00 a.m. Networking Breakfast;  8:00 a.m. - 9:00 a.m. Presentation)

The Lincoln Center, Monroe Ballroom
1316 N Lincoln Street 
Spokane, WA 99201

Parking is Free for The Lincoln Center.

Meeting fee details: The meeting fee, which covers breakfast, is $20 for members at the door, $30 for non-members, $5 for student members and $15 for student non-members. (Only full-time students qualify for reduced rates. School I.D. is checked at the door.)


Alyssa Ando Last week, I was fortunate to attend Engage Connect, a livestream presentation by Google and hosted in Spokane by Unleashed Online Media. Google’s speakers shared stories and insights into the value of the web as well as sharing their feel for its future.

“Feel” is the optimum word. Google’s desire is for their customers to have that multi-channel, transformational experience. Shared by Lisa Gevelber, VP of Americas Marketing, are Google’s three principles of marketing:

  1. Focus on the individual; make the experience magical – one user at a time.
  2. Champion customers; empower them with tools to grow their business.
  3. Take risks, say yes. Dip your toe in the water and try many things to determine what works best.

My two favorite videos from Lisa’s presentation are the Coke “Hilltop” example from Project Re:Brief and the Google Chrome example, King Arthur Flour.

Next was John Nicoletti, Director of Agency Development, presenting Google’s ZOMT (zero moment of truth) model and how the internet has changed the way we make purchase decisions. He threw out a number of powerful statistics, which you can find in the above link. The bottom line is that consumers are researching, reading product reviews and making that purchase decision before even entering the store or placing an order. Not to mention the use of mobile devices within the store – and that mobile is expected to overtake desktop searches by 2015.

I’m not saying any of these concepts are brand new for us, but I did enjoy receiving the latest information – and in a way that made me “feel” inspired by Google’s projects and principles. Enjoy the links and snippets of info, and I hope to have shared some inspiration with you!

- Alyssa Ando, MarCom President


The Lincoln Center

Tell yo kids, tell yo wife – the 2013 Spark Awards are April 24! Be at the Lincoln Center to see what projects and campaigns are this year’s Spark Award winners. Tyler Tullis, your MarCom Membership Chair will emcee our premier event. Don’t miss out!

Click here to RSVP and pay for this exciting event!


April 24, 2013
Networking: 5:00 p.m. – 6:00 p.m.
Awards Program: 6:00 p.m. – 8:00 p.m.

The Lincoln Center, Monroe Ballroom
1316 N Lincoln Street 
Spokane, WA 99201

Parking is Free for The Lincoln Center.

Meeting fee details: The event fee is $45 for members at the door or online, $50 for non-members, $20 for student members and $25 for student non-members. (Only full-time students qualify for reduced rates. School I.D. is checked at the door.) 



Jeannie Walters

Pay Attention to Your Competitors’ Customers

by Jeannie Walters, 360Connext

Over and over and over again, I stress the importance of evaluation of your own company’s customer experience as a vital part of delivering a superior experience. Without evaluation, there is very little to go on. It’s way too easy to stagnate, to only improve when the inspiration strikes (and not when the time is right) and to ignore what is happening in the real world.

As business leaders, we are all “shop keepers” who make it a habit of walking in the back door of the shop and ignoring what the view is from the front door. It’s difficult to evaluate from the customers’ perspective.

A “cheat” to this type of evaluation is to keep tabs on your competition. Some business leaders promote the idea of ignoring the competition completely, but I disagree. Paying attention to what your competition is doing can shed light on more than just your place in the market.

How’d They Do That?

Competitors have a way of getting under our skin, especially if they are gaining publicity or attention we feel is unmerited. In 2006, the band OK Go released an amazing video for their song “Here It Goes Again.” The amazing part was the video was a low-quality production with a simple idea. The band, while performing the single, also performed a fun and synchronized dance on several treadmills. It’s fun choreography, and it definitely took some practice. There is something mesmerizing about watching it and the video took off virally. The band enjoyed some success thanks to this particular video, and yet the critics came out of the woodwork.

Other musicians, music critics and pretentious hipsters everywhere criticized the band for having a gimmick instead of a sound.

Music is always subjective, but the way OK Go leveraged the Internet and their own creativity is about as objective as it gets. Competitors should have been seeing this as a wake-up call for what their customers want. Make it easy for me to enjoy your music on my terms, not yours.

Watch For What Is Missing

There are often unwritten rules within an industry that really don’t do anything to serve the customer. “That’s how it’s done” is a business-killing refrain. A friend of mine opened a salon and followed the usual industry schedule, which meant closing on Mondays. After a few months, he realized it would be a competitive advantage to not only open on Mondays, but to encourage walk-ins on that day, too. Business is booming while his competition keeps its doors closed.

Pay Attention To Why They Leave

Thanks to consumer review sites and social media, it’s easy to find why customers leave. Conduct a few searches on your competitors’ customers and you’re bound to find what ushered them out the door. Customers love to complain publicly about what pushed them over the edge. The real winners are the ones who take that information and turn it into the next great innovation for their customers.

Upstarts Are Your Next Competition

It’s always a little sad when a big industry leader – Kodak, Borders – doesn’t pay attention to the innovation from the smaller, hungrier competitors. These upstarts are the ones who should be demanding your attention. They are often innovating more, offering more and engaging more than the bigger brands.
Jeannie Walters is the Chief Customer Experience Investigator™ and founder of 360Connext. Walters has been focused on customer experience issues for more than 15 years and works with organizations all over the world. Original article can be found here.


Zipline Interactive is a Spokane-based digital advertising agency that specializes in creating user-friendly and informative online experiences. Zipline Interactive offers a full range of online marketing services including: web design, mobile web design, mobile app development, search engine optimization, online marketing, e-commerce, email marketing, and much more.  Zipline's clients include a range of regional and national customers operating in both the business to business and business to consumer markets.


Pi is one of the raddest mathematical constants there is. It was first identified on 1900-1600BC Babylonian clay tablets, where pi was estimated to be 23/8≈3.1250.

Wanna celebrate Pi Day? There are many ways! You can eat some pie, discuss the significance of the number π, or watch Life of Pi. When you are out and about on Pi Day, give someone a “High Pi” instead of a high five. It’s similar to a high five, but uses only three fingers instead of five! Have a fantastic Pi Day!