Think back two years ago. What were you doing on the internet? Probably not updating your facebook status, twittering, or finding colleagues on LinkedIn. You were probably googling yourself and trying to find ways to improve your search engine optimization (SEO). That’s the story of the always evolving Internet: things change almost as fast as you can click your mouse. Two years ago, facebook was in its infancy. What started as a place for college and high school kids to connect quickly expanded into a viable networking tool. Twitter was just a year old and used mainly by a handful of underground followers and LinkedIn was a way to connect with forgotten friends and colleagues. Although they’ve been around for a few years, these like many social media sites, are just now moving into mainstream. A few years ago, Facebook, Twitter and LinkedIn seemed confusing and even a waste of time.  But today, social media is changing the way we think about marketing.

What does social media mean to you and your business? Do you have time to update your status and does anyone really even care what you have to say? What is the importance of this? These questions will be answered in our social media series over the next few weeks. We will look at what social media means to your company and how you can use it to grow your brand. You may not think you’ll gain a ROI by twittering, but with some strategic marketing, you might see increased traffic or a higher return. So stick around, let us know what you think – and it might even show up in our next post.

Next post: LinkedIn

We are thrilled to congratulate three of our clients who have been selected for this year’s Best of the Bay competition: Republic Chophouse, Grand Central Station and H.J. Martin & Son, Inc. While they can take all the credit for doing a fine job of keeping their customers satisfied, we are proud to have elevated their brands to become top-of-mind for consumers, including Best of the Bay voters.

We were the driving force behind the launch for Republic Chophouse, a top finisher in the New Restaurant category. Having worked with Republic on their brand positioning and media plan since well before their doors opened to the public,  we then launched a campaign of print ads, outdoor and a new website to sell the the unique atmosphere and cuisine at the restaurant.

Through print, TV, radio, in-store advertising and a new website, we continue to tell the complete brand story for H.J. Martin & Son, winner of 2 Best of the Bay categories, Best Carpet Retailer and Best Tile & Hardwood Flooring Retailer. For several years we have taken H.J. Martin’s advertising to a level that reflects the quality of product and service that the company promises. Having repeatedly won over the last few years, these are commendations that are more than well-deserved.

Further, we partnered with Grand Central Station and pulled off the none-too-easy feat of being honored twice in the same category, placing both their Shell and BP gas stations into the upper echelon of the Best of Bay Gas Station/Convenience Store category. Through brand positioning, outdoor, TV, radio, a  new website and a traffic generating promotion, we not only raised brand awareness, but gave many a good reason to stop at this rapidly growing chain of stores.

By reaching our clients’ customers with many brand touchpoints, we surrounded them with consistent and relevant communication at all times. We look forward to another year of strategic thinking and creative ideas to make them even “Bester” of the Bay 2010.

It’s omnipresent in our lives. It surrounds us virtually everywhere we go, and for some, even when they sleep. And for us advertisers, we’ve used it to our advantage for decades. Music is a driving force in advertising and sometimes is the determining factor in making or breaking an ad. Place a great ad with the wrong music and you have a sure-failure. Place a decent ad with great music, and the ad can be stunning. Or even better, pair a great ad with great music and the ad becomes legendary.

A few companies have excelled at pairing the right song with the right ad. Apple’s iPod campaign is an example of the right music with the right ad. Not only does it pair great visuals with the music, it highlights artists who might not be well known. Target produced an ad where two roommates have different styles, yet are able to find everything at Target. The fantastic art direction paired with the catchy music really makes the ad memorable. In 2003, Mitsubishi unveiled one of their best ads, “Are you in?” Featuring Dirty Vegas’s “Days Go By” song, a quirky group of people in the car and some flashy effects, the commercial instantly makes you think Mitsubishi.

Not every commercial has to feature a big-name band or an up-and-coming artist, however, pairing the right music with the right visuals is truly art. Coca-cola’s “Beautiful Coke” exemplifies the richness of pairing the right visual with the right music. After watching “Beautiful Coke,” it’s hard to picture any other music going with that ad. Industrial or dance would give an awkward feeling just as much as a rock beat. The light, airiness of the music conveys the concept. A softer side to the car industry is Chevy’s “Built to last, built to love” commercial. The atmospheric sound makes for a comforting feeling, going hand in hand with the concept.

Here at burnham richards, we meticulously pick music for our clients to suit their needs. Take for instance the Grand Central Station spots. The contrasting hard rock with orchestra music sells the point of sophisticated taste for coffee. The radio spots for the Grand of Gas give-away incorporates a rhythmic, uptempo beat that is catchy and perfectly brands Grand Central Station. A browse through our broadcast portfolio is all it takes to know how vital the right music choice is for an ad.

Contact burnham richards to elevate your brand by imbuing your message with the ideal defining notes.