I shot this in one continuous take at a recent art show at Redux in Charleston SC. I was really intrigued how I was able to literally walk in a circle for 3 minutes without anyone looking directly at me or asking me what I was doing. None of this was planned, I just started shooting.


Music: Amplive - Rainydays Remixes
onesevensevensix.com/amplive/

Last Saturday, I spent the day in Memphis, TN ( yes, the famed home of Elvis ) at a small but potentially very important convention. Over the last few months, I had forged a relationship with an association of individuals who own Pilatus Airplanes. For the uninformed, a Pilatus is a Swiss-made, state of the art, single-engine aircraft. This owner association consists, obviously, of people who own these planes, many of whom also love to pilot their own planes, i.e. they have a passion for flight.

Nice to know right, but what’s the point? Strategic alliance.

Although Memphis offered some amazing BBQ ribs ( A&C was amazing! ), I was there to forge a strategic alliance between the Pilatus Owners and Pilot’s Association (POPA) and our client, Turks & Caicos Sporting Club. The purpose was not to eat ribs or sit at a convention, but instead to bring the two brands together in a logical and natural alliance–and it worked.

I use this story to illustrate a marketing strategy that few firms really understand–the strategic alliance.

In its most basic sense, an alliance can be formed with a simple sponsorship, where logos or other identities are linked. At the other end is the true partnership where the two brands borrow equity from each other and speak to the market jointly or on each other’s behalf. This “halo” or endorsement effect can accelerate interest and acceptance of a brand among the “borrowed” audience. A good idea in today’s economic climate, right? Right!

Of course it’s not quite that easy. The match or alliance must make sense in the mind of the market. The organizations must be compatible in their perceived cultures and the alliance of their products or service must be logical.

In this case, the alliance between an organization of passionate aviators who fly around in sophisticated airplanes and a private island development having the longest private runway in the Caribbean. Get it?

Now, let’s talk about the role that the marketing company plays in the whole thing. Quite honestly, it’s not as easy as calling up POPA and saying, “Hello, we want to speak to your members…” The formation of the alliance requires a process that begins with the identification and research into compatible brands. From there, the dialogue begins, to look for the appropriate chemistry, level of commitment and actions that can be implemented. Once that’s accomplished, the network effect occurs, and the brands begin to benefit from the direct association.

The benefits can be measured in several ways, from brand awareness to lead generation. The effect can be swift but it is also long lasting.

So, while Facebook is awesome to share pictures of your kids and Twitter is great if you want to know when I’m going to lunch, the strategic alliance and its wildly out of control child, the sponsorship, are really one of the least understood yet potentially most effective marketing strategies during these trying economic conditions.

Neal Vohr is the interim General Manager at the Turks & Caicos Sporting Club. Neal also happens to be one of my neighbors. As such, I happen to know his family as well. So when he told me that his daughter Shelley was going to come down to Ambergris Cay for a month this summer as a “summer job” it naturally occured to me that Shelley was had just landed herself the Coolest Summer Job for any 13 year old. Since I already knew Shelley to be a delightful, charming young lady, I asked Neal if he would approve of Shelly blogging her experiences in the Coolest Summer Job.


Neal agreed and we set a date for Shelley to come in to FORMO for some training.


This week we launched Shelley’s Blog


Coolest Summer Job


From a marketing perspective, the results have been explosive. We simultaneously sent a press release to pitch the story to major national media, nearly all of whom immediately linked to Shelley’s blog. In short, the activity has been on fire. All thanks to a talented 13 year old! Shelley is awesome.

Last week I attended a VDP seminar led by award winning VDP instructor, Dr. John Leininger at Clemson University. What an eye-opener! As the only person from an ad agency in a room full of printers, I really got the inside scoop… and learned some new lingo.


We spent two days in Godfrey Hall etching away at the fundamentals of database development and postal requirements to current VDP design software and creative methods used to construct a successful marketing piece with a personal touch that says “Yeah, I’m talking to you!” Applied properly, VDP is like the yellow brick road to enhancing your audience’s awareness and meeting that ultimate goal.


Once we tied the elements together and dotted all the i’s, I was able to leave with my own complete VDP project. Pretty good turnaround time, eh? The two days at Clemson was packed with a semester’s-worth of useful information and insight. If you get the chance to attend a seminar hosted by Clemson’s Department of Graphic Communications, take it!

OK, so maybe we are just a little biased because Hall’s is one of our clients and long-time friends. But without doubt, it is on the fast-track to becoming one of Charleston’s Best Restaurants. Yes the Chops are outstanding, the quality and service five star and the environment fits the perfect steak house. But it is the genuine care and warm welcome that you feel from every member of the Hall’s Family that set it apart. Rarely does one have a dining experience where the owner of the restaurant personally thanks you. It is really special.


Congratulations to Bill, Jeanne, Tommy and Billy for bringing this awesome experience to an already incredible dining scene!


Seated L to R: Lai Rippee, Bill Hall, Tryg Brody, Gil Patrick and Chris Wynn

Below is a presentation we recently developed to give our clients an overview of VDP. Click the projector icon in the lower right corner to view the presentation fullscreen.

The FORMO team has just returned from a 4 day shoot in St Kitts for our client Christophe Harbour. The shoot was to collect material for a new website we are developing, set to launch in June. While the shoot was quite long ( I dont care to see the sunrise in St Kitts anytime soon ) it was very exciting and fun working in such a beautiful location. Technically we had a blast shooting in 4k with the RED and playing with the new video capabilities of the Cannon 5d Mark II. We will post footage soon!


PS: I also got a little time to shoot which was awesome

Seth Godin raises some interesting points in his blog post Poisoning the Well.


The solution however is simple. Honesty and Transparency. It’s too easy for customer, a guest, a buyer or a browser to Google your product or service and dig up their own information, i.e. the truth. Hence, marketing strategies that focus on attempts to persuade us without having a basis in fact are destined to fail. Instead be honest and transparent, and seek out dialogue with your customers.