Chance of copy being read

Excellent blog post on the top 10 myths of UX. We’ve placed several prior posts on this site about the importance of the user experience in defining the web architecture for a brand. That being said the chance that you read all the way to this last sentence is about 2.4%

An excellent review of the Nike/Adidas strategy battle during the World Cup. Without a doubt, I believe the key stratagem in the article is,

“…consumers had come to expect a much more active role in the content they engage with”

For years now, we have been driving strategies about true engagement for our client brands. So many ineffective strategies are still built around the conventional or broadcast theory of advertising to drive sales. In the market niche where we thrive, that old strategy is a formula for flat sales, declining revenues and poor lead generation. This Nike case study is not just relevant for the retail or athletic footwear industry, it is true for any brand.

Excellent blog post on the ineffectiveness of trying to influence customers in the new media. This article is highly consistent with the strategies promulgated to our clients. Old strategies in new media do not work. As Albert Einstein said,

“You cannot solve a problem from the same consciousness that created it. You must learn to see the world anew.”

TryonPlaza.com

FORMO in conjunction with Blue Ion launched a new website for Tryon Plaza, an historic commercial office building project located in a near perfect location in uptown Charlotte, North Carolina. The Tryon Plaza Building is owned by our client The Simpson Organization of Atlanta, GA and is the second Simpson Project to be awarded to FORMO.

In rebuilding the site, FORMO approached The Simpson Organization with a very simple premise: generate sales leads for the building which had languished for over a year with very few sales leads. FORMO demonstrated that the opportunity lay in a new marketing strategy, not lamenting over economic conditions.

The problem in lead generation for Tryon Plaza was due to a stale and conventional marketing strategy. FORMO developed a new strategy based on extensive research of the existing owners and tenants in Tryon Plaza and then pushed that forward in a cloning strategy to find more prospects just like the current owners. As a result the strategy became centered on providing tools and straightforward information to entrepreneurial small business owners.

The launch of the site was timed to match the first of a series of Professional Entrepreneurial Events to be held in the beautiful conference facilities at Tryon Plaza.  Not coincidentally the first series was titled, “How to Grow your Business - Leasing or Buying your commercial space”. The Speaker, John Bly with The Charlotte-based accounting firm of Toler, Bly & Associates actually referenced and used the Lease-Buy Tool embedded in Tryon’s new website to demonstrate the inherent value and benefits for a small business to own their commercial space. A resounding and qualified endorsement of the technology and the strategy.

Check out the site, Tryon Plaza