Scorch Agency | Fuel Brand Activation

More Than Just a Revenue Rockstar

SCORCH AGENCY — Thu, 02 Feb 2012 21:53:45 +0000

Social Media ROI is not just a catch phrase used by stealthy marketers of the past. A new generation of corporate marketing managers are finding innovative ways to redefine return on investment for the social space. The marketers toolkit now includes Facebook applications that entertain, encourage customer engagement and distribute content in return for measurable data. Marketo developed the “Revenue Rockstar” multi-marketing platform to do just that.

The “Crank Up the Revenue” campaign speaks across Facebook, Twitter and YouTube with creative that stands out in a playful way. Using the Marketo colors of purple with an accent of orange, we we’re able to create the connection between the campaign and brand. But the creative isn’t the only highlight of this campaign.

The Facebook leg of the campaign included a Revenue Rockstar application which generates an offer to get a free decal. Once these decals are selected, a Marketo form pops up to collect information. Using this information, Marketo has been able to track leads and account for those who have already visited the corporate site. The campaign is easily shared, therefore allowing Marketo to find the most important leads. By delivering the decal to each individual, Marketo is able to continue to conversation after the initial social media connection.

Take a look at Marketo’s favorite aspects of the campaign in their article, Tying Facebook Leads Directly to Revenue, and see the creative executions with their article 5 Tips for a Social Media Profile Extreme Makeover.

Chris Buehler: Chief Executive Officer

Scorch Agency — Fri, 07 Oct 2011 09:14:45 +0000

As Chief Executive Officer, Chris Buehler has spent the past fifteen years developing a rich portfolio of marketing campaigns for some of the nation’s most recognizable brands, including Bud Light, NASCAR, and Coca-Cola. In 2009, he founded Scorch with the vision of creating an agency fueled by personal brands and smart thinking. His focus is on leading Scorch in becoming an award-winning agency. Chris effectively uses social media as one of many tools for building client brand success. Don’t label Chris strictly as a CEO; he is also a seasoned creative professional that is a powerful hybrid of designer, copywriter and strategist. You can also add “Dad” to Chris’s many titles. He and his lovely wife Molly recently welcomed Lucille Evelyn Buehler into the world. When Chris isn’t working (which seems like never), he enjoys spending time with his family and Cardinals baseball. On a side note, we have noticed that when Chris gets excited he looks and sounds like a young Quentin Tarantino; it’s pretty cool, and a little scary. We don’t know if Tarantino has a Twitter account, but we are sure Chris does… (@Chris_Buehler)

Contact Chris at chrisbuehler@scorchagency.com or call 314.827.6360 to reach him directly.

Ryan Carroll: Interactive Director

Scorch Agency — Fri, 07 Oct 2011 07:30:13 +0000

Ryan Carroll is Scorch Agency’s Digital Project Manager and resident creative geek, a hat he wears proudly. Ryan has been in the industry for over six years, during which he spent time as a respected Art Director and SEO Project Manager. He enjoys his work in marketing and has proven that he is a tenacious force in the interactive arena. Ryan has the skills and ability to activate branding, design and interactive tactics that strategically benefit Scorch’s clients.

When it comes to understanding what happens “behind the curtain” Ryan has the experience and insight to tap the right technology and turn the ho-hum into the awesome. When he has a little free time, he enjoys a relaxing game of Monopoly; as he explains that’s about the only activity his girlfriend lets him participate in…well, that and Twitter…(@llorracnayr). You may pass “Go” and collect your $200.

Maurianna Randazzo: Account Coordinator

Scorch Agency — Fri, 07 Oct 2011 06:38:07 +0000

If the smiley emoticon were an actual person, we’re pretty sure it’d be Maurianna. When it comes to striking up the conversation with consumers, the media and the PR-wire, ‘Mo’ is a pro. And despite the Sicilian DNA, she’s both the most fluent Spanish speaker and most level-headed of our group. A natural at putting brands in the right place at the right time, Maurianna brings invaluable communication skills to Scorch. A graduate of Saint Louis University, she’s quickly proven herself to be “one to watch” in the field – handling even the trickiest situations with an easy smile.

Ashley Glatz: Account Coordinator

Scorch Agency — Fri, 07 Oct 2011 05:31:55 +0000

Ashley Glatz’s infatuation with social media and the advertising world brought her straight to the Scorch offices. As account coordinator, Ashley provides the energy and strategic thinking that our clients love to retweet, as well as the organizational skills to keep everyone sane, but that’s just scratching the surface. Ashley has experience in media planning and buying, social media, public relations and writing, including reporting for her favorite sports team, the St. Louis Blues.

As a University of Missouri Alum, Ashley wears her black and gold and her School of Journalism graduate title with pride. Her heart lies in blogging and tweeting (@alglatz), yet she has also mastered making the perfect grilled cheese sandwich.

This is Why We Do What We Do

SCORCH AGENCY — Fri, 30 Sep 2011 18:26:32 +0000

]]>

America SCORES Record Breaking Weekend

Ashley Glatz — Thu, 15 Sep 2011 15:47:21 +0000

The Great St. Louis Soccer Dribble took place at Robert R. Hermann Soccer Stadium on Saturday, September 10, 2011 at Saint Louis University in the heart of Midtown. A grand total of 428 dribblers and countless spectators participated to break the world record. Mayor Francis Slay, @Mayor Slay on Twitter, was the honorary chair and Bill McDermott was the vibrant MC. Each participant received an event t-shirt, ball and tickets to the SLU vs. Akron soccer game the same evening.

Scorch worked with the organization to develop promotional and marketing strategy to increase visibility and grow attendance for the event. With the help of SCORCH, SLU Athletics and other sponsors support, SCORES reached their goal, however that was not enough for us! By adding a promotional code for the event sponsors to use for discounted tickets, Scorch doubled sign-ups in the four days prior to the event as well as created additional buzz for the event.

With retweets from the Mayor, SLU Athletics and more, America SCORES was able to really reach out to the St. Louis community and get their dribblers to show up! Tim Ezell covered the event on Fox 2 news, coverage from STLToday.com and a story may soon be released on KSDK shortly from Heidi Glaus.

America SCORES is a five-day per week youth development program that uses soccer to inspire youth in urban public schools. Teamwork learned on the field is transferred to writing workshops in the classroom, through which poetry and service-learning empower youth to find their voices and to be leaders in the community. America SCORES St. Louis serves over 240 kids in 8 elementary schools with the help of 32 teachers city-wide.

Check out some of our favorite photos from the event below, thanks to Steven Ley.

Created with Admarket’s flickrSLiDR.

TSPN: Is Twitter the new headquarters for sports information?

Ashley Glatz — Fri, 29 Jul 2011 22:08:01 +0000

Twitter has become an outlet for just about everything. Celebrities, brands, bots – you name it, and they probably have a twitter page. But what about sports? Every professional team has their own page, and now athletes are filling up the Twittersphere with friendly battles (i.e. Anthony Stewart (@astew22) of the Carolina Hurricane and brother Chris (@cstew25) of the St. Louis Blues), adventures during the lockout (see Chad @ochocinco of the Cincinnati Bengals), to their favorite music (sounds like @SerenaWilliams really loves @KellyRowland).

However, sports and twitter do not always mix in perfect harmony. With the MLB trade deadline quickly approaching, it is no surprise that ESPN, MLB Network and Fox Sports bottom lines cannot keep up with trades. However, how many “rumors” and “trades” get lost (and created) in the Twitter-sphere?

Twitter gives fans, analysts, “insiders,” and really anyone who can type the option to throw their own opinion into the world regarding a potential trade, a game, a bad call – you name it. That’s great, but coming from a sports writing background, how on earth can I trust these “insiders?”

Can you tell the difference between these two accounts?

Aside from the amount of tweets, they both look pretty convincing. During the NHL trade deadline on March 1, reports coming from TSN analyst Nick Kyperos (@RealKyper) had Dustin Penner heading up north to Montreal, which wound up being retweeted 75 times. Too bad for Canadians fans – the “@RealKyper_” was actually a real fake, and Penner went south to Los Angeles.

So how can you tell the difference between these fakes and the real people they claim to be? It’s not easy. Most athletes become verified, such as Albert Pujols, with a blue checkmark next to their name.

Newer accounts may not have the verification, but many organizations will have a link on their website with their personnel’s twitter pages like the St. Louis Blues.

If you aren’t sure, check out websites such as tweeting-athletes.com for a listing athlete’s real twitter pages, as well as checking your favorite sports station for analysts and broadcast personalities.

Twitter isn’t perfect, but with a little common sense and verification, twitter can be the new sports hub of the Internet.

Top 10 Signs Your Brand Identity Was Designed by a Senior Citizen

Ryan Carroll — Tue, 15 Feb 2011 17:02:54 +0000

All of us know, and have probably worked with, an old school brand manager in our day. These lions of brand integrity grip their standards books like bibles and slay brand heretics at will. Their rhetoric is all too well-known and ~loved~.

Philosophically, I understand where they are coming from. Financially though, the status quo is losing value. I am here to take a stand and tell you [gramps] that some standards are not worth protecting.

We are paid to make profitable decisions, not to preserve the egos of rubber-stamping middle managers. The warning signs are all there, your ideas are dying and I’ve outlined this short list to prove it.

Your brand is DOA if…

10. It employs the liberal use of talking pets. “Mention Bucky and get $200 off your trade-in price”

9. The current logo is a combination of several logos from the 50’s and 60’s – three typefaces, two triangles, a circle and a sketch of the company’s first president.

8. The website looks like the newspaper classifieds.

7. The owner’s kids are in every commercial. “You can twust our company, daddy says so.”

6. Wilford Brimley is the company’s spokesperson. “I’m dying, and you are too… buy insurance.”

5. Henry Winkler is the company’s spokesperson. “I was cool in 1960… buy medicine, Eeh.”

4. The tagline rhymes… so it sounds good on the radio. “That’s what I said… Sorry Nick Bankhead”

3. The brand’s approved color scheme includes seafoam green and mustard yellow.

2. The brand is spelled AAAnderson… so it is easy to find in the phonebook.

1. One word: “Papyrus”

One thing is certain in today’s marketplace. Brand identities must be dynamic to survive. They must be agile, multi-format ninjas to survive the cut and paste, mobile-ready pixel playground that is the internet.

Do yourself a favor. If you recognize any of the aforementioned warning signs in your brand… fire your marketing agency and call me immediately. I know a good branding guy.

Howard Stern – King of All “Social” Media?

SCORCH AGENCY — Mon, 14 Feb 2011 19:17:44 +0000

*Walks into church basement, steps up to microphone*
“Hi, I’m Matt Fitzpatrick… and I’m a Howard Stern fan…”
“HI MATT…BABA BOOEY!!!!”

Admitting that I am a Howard Stern fan can be met with disdain, shock and surprise (some are shocked that he is still around). But I’m here today to admit to the world that I, Matt Fitzpatrick, listen to Howard almost every morning; though I don’t do it for the smut, the crazy guests, or the “wack pack.” I do it because Stern is truly a master of his craft. He knows how to use most forms of media to promote his personal brand and keep his listeners begging for more. That said, he has never been tech-savvy when it comes to utilizing social media; mostly staying put in the digital airwaves of Sirius/XM. So when Howard finally joined Twitter, I didn’t know what to expect.

Stern took to Twitter like he took to radio, and soon realized that “tweeting” could become another communication medium that he could dominate. And last Saturday, he made quite an impact; turning an HBO showing of his 90’s docudrama “Private Parts” into an interactive commentary. Stern was answering questions, telling behind the scene stories about the film production and generally doing what he was good at; communicating and creating a good story. “Private Parts” trended all day, and he got the social community buzzing about his antics, mainly because he took some of the rules he uses in radio (which are “there are no rules”) and implemented them perfectly on Twitter.

1. Know your audience, and know what they want.

If you don’t listen to Howard Stern you might think that he is all about dick jokes, sleaze and whining; so then you would assume that’s what he is tweeting about. That’s really not the case though. The reason Howard Stern became the “King of all Media” is because he’s incredibly good at being himself and talking about his views on life. Stern took his life, and the life of his “wack pack” and built a media empire which includes: two Sirius/XM stations, a digital cable channel, books and a movie. He now seems to be doing the same thing on Twitter. Giving fans a peak into the production of “Private Parts” is something one might expect out of Howard. His whole show is built into his life, and Twitter is now an extension. His feed could just be raunchy celebrity gossip, but his fans wouldn’t care. They want him. Leave the “sleazy” to @RealGilbert or @PerezHilton

2. Don’t be afraid to be spontaneous.

Real time critique of movies on Twitter is nothing new. I remember seeing that “Batman and Robin” was trending. Upon my relief that it wasn’t about Chris Nolan screwing up the next Batman movie, I settled in for a night filled with “ice” puns and crappy acting. If Stern’s Twitter commentary was planned as an event; it probably would have been overtly sponsored, overly produced and far from natural. We, as followers, were given Stern at his purest. He was flipping though the channels and happen to land on his movie. He decided to have some fun and tweet about it, which brought him down to our level and got us into his conversation. This is exactly what his fans want. Media runs fast these days, and with text messaging and smart phones, it is possible to start working and wait for your audience to catch up. If your good , they’ll show up.

3. Share the love

During the Twitter commentary proceedings, Stern replied to questions and re-tweeted praise and comments. That is one of the main reasons “Private Parts” trended so amazingly fast. Basic SEO rule; get your name out to as many different media and touchpoints on the web as possible, and then rely on your fans to share the love. Stern fans, and tweeters in general, tend to love attention. Hell, one day I was re-tweeted by Sean Paul after comparing him to The Specials. I’m not a fan of Sean Paul, but it felt cool to know he paid attention to me for the picoseconds it took him to press re-tweet. To know that Stern read your tweet, and felt that it was cool enough to send out to his followers, probably made some of those tweeters fans for life. Plus, it showed everyone that Stern is plugged into his target.

So all hail “the media king” as he masters yet another medium. Stern knows what his fans want, and he’s happy to give it to them. Also, to @PiersMorgan, you can stop trying to steal his title. Trolling won’t get you anywhere (except maybe a seat on the Wack Pack).