Mass Effect, BioWare’s latest role-playing game, is one example. It really pushes story and engages the player with well-defined characters with whom s/he can relate. Naturally, real world scenarios come into play, in this case, sex. Good old-fashioned digital gaming sex!

Now, let it be known that these in-game sex scenes are totally mild. Just like in film, games have a rating system to help prevent minors from playing them. So why would it be any different for a game to introduce sexuality and real emotion, especially considering the increasingly wider demographic that gaming represents? The production director for Mass Effect 2 describes,

“When I play a game, I always find it odd when I’m just running around shooting things and beating things up without understanding why I care. I need a personal reason to care. That’s something that the characters offer.”

This gaming trend got me thinking more about how sex may be spreading to other new media, namely the Internet. And no, we aren’t talking pornography here, which practically started the internet. Instead, the focus is on companies that were originally more conservative and have completely rebranded themselves around that famous phrase: Sex sells.

American Apparel is my primary example. They are HOT! From one look at their home page, it is clear that this brand isn’t afraid to show some skin, literally. Their suggestive promotions leave customers wanting more. In other words, they have brought sexy back.

Just as we play games like Mass Effect to immerse ourselves in a fantasy and connect to its characters, we visit the American Apparel website in hopes we’ll find sexier duds for the avatar that is our real identity. The engaging photography, beautiful models and seductive marketing keep us browsing and fantasizing, until (in their hopes) we arrive at an item we simply must have.

Of course, American Apparel isn’t the only retailer with an unorthodox way of marketing. There are plenty of others, including one of our well-known quality denim suppliers, Diesel, pictured below.

So what does this mean? That our heads are stuck in the gutter and more brands are giving in too? I don’t think so. Rather, these companies have capitalized on a part of life that is captivating and, frankly, always on our minds. Their marketing strategies have shifted to a more progressive way of thinking to keep pace with changing generational attitudes and globalization. The younger crowd is less squeamish about the human anatomy than its predecessor, as are several Westernized cultures across the Atlantic. Like it or not, get used to seeing even more sex than you’ve seen before. As graphics technologies have begun to create interactive experiences that more closely mimic our sensory world, never before have we been so captivated by websites and games. Buckle up, it’s gonna be a risqué ride!

So, how does a company like xiik relate to an athlete like Shaun White?

Like him, there are some mad skillz here at xiik. Maybe not quite his snowboarding skills, but we’re pretty savvy when it comes to marketing. We have years of marketing experience, boat loads of creativity and the ability to execute those ideas through web, video and print. Every day we challenge ourselves and our clients to pull out the “big guns” and craft up a product that will be mind-blowing. If Shaun White needed an interactive website, video, marketing materials or anything else to sustain his brand, he could come to us and let us “put down tricks” in the form of interactive marketing.

If our team took a vacation to go take snowboarding lessons from Shuan White himself, I’m pretty sure none of us would be doubting what the pro instructed us to do. We would let the professional do his job because he has mastered his craft! Sure we can give our suggestions where we see fit, but at the end of the day we respect his gold medals. The same can be said for our company. We love getting input from our clients and should always be a part of the creative process, but our expertise helps us guide our clients down path safely and effectively. We might not be competing in Vancouver this winter, but for everyone here at xiik, a client’s success is our gold medal.

Read more about White’s accomplishments here. Read more about xiik’s here.

When a client or prospective client contacts xiik to develop a Web site, brochure or marketing campaign, one of our first questions is always going to be, “What do you want to accomplish?” We ask this because every company has different goals. It also helps us to learn more about a client. Often, but not always, a client may not have an end goal in mind, but just think they need “marketing.” However, marketing without a purpose is like trying to shoot a target in the dark. If you’re not sure what your goal should be, here are a few things to consider:

• The Status Quo: Think about your company from an outsider’s perspective. If staying objective is too hard to do, literally ask people (not employees!) what they know about you or your company. Do they know who you are and what you do? What you stand for? Is their perception of you positive or negative?

• The Goal: What do you want people to know about your company?

This is just the beginning of the strategy process. Although strategies may take some time and planning to develop, a solid strategy acts as a roadmap for achieving your goal(s). Just like a good coach won’t send his team into a game without an end goal (winning) and a series of plays to achieve the win, a good marketing firm won’t run a client through a gauntlet of marketing options without knowing the intended result. Anyone can shoot an arrow in the dark, but turning on a light always helps with hitting your target.

Everyone has heard of Netflix in some way or another by now. The ads are everywhere and the service has rapidly become a household staple for many.  I finally took the plunge myself and purchased a membership. Like me, most people used to drive to Blockbuster only to find that the movie they wanted to rent wasn’t in stock or was being rented by someone else. This obviously wasn’t cutting it for the “fast lane” society that, at the time, we were becoming. So a couple of dudes from California thought up and pitched a service that would allow customers to rent movies from a website on a pay-per-rental basis, and it eventually evolved into the flat monthly rate service it is today. So, how did this all come to be?

Since their launch, Netflix has encountered several other start-ups trying to sell the same service, but nobody has been able to do it as well as them. Wal-Mart and even Amazon (in Germany and the UK) have tried to release similar online services through their companies to their already loyal customers, but they eventually fizzled out. Wal-Mart now even has a cross-promotional agreement with Netflix! A partnership like that is huge — consider how pervasive Wal-Mart is and the comparatively tinier size that is and always will be Netflix. No offense to Netflix, we can’t all be Wal-Mart.

Now to my favorite part: the website. Netflix’s usability is amazing – from recommending movies it thinks you would like, to letting you stream many of the popular movies straight onto your computer or X-Box 360, PS3 and soon, the Wii. As a new customer, it only took me a couple minutes to get used to the site and how it all worked. That is incredibly important to keep in mind when designing the functionality of your websites. You could have a beautiful design, but if the layout is jumbled or confusing, it will not keep the user engaged and you’ve just lost a visitor or potential customer.

Another thing I love about the Netflix site is the way everything is interconnected. As I’m browsing through the legions of movies in the Netflix database, I have the option of adding them to my DVD Queue or Instant Queue. The way the site is connected through your personal profile is by the rating system and movie recommendations. As you rate more and more movies, Netflix gets smarter and better at guessing what movies you would like. Just an FYI, my queue is already big enough to last me months!

Netflix is also changing the business plans of other similar companies. More and more Blockbusters are closing their doors and driving to the movie rental store on a Friday night may soon be obsolete. We’ve also seen other businesses pick up on the practices of Netflix. Gamefly is one example of this. They have a similar site as Netflix for video game rental. Most hardcore gamers hate leaving the couch, so having their next game delivered right to their front door changes everything. Genius!  Red Box is a bit different, but nevertheless changing the way we rent movies. You can find these in places like McDonalds or neighborhood grocery stores. Red Box is, quite literally, a red box that has several new release movies in stock. Just slide your credit card, choose your movie and the box pops out your DVD. Consider it a vending machine for movies. Movies are only one dollar per night, so you won’t have to worry about late fees.

The changing movie rental industry is easy to use, personalized and fun, which for me equals addictive. Entertainment is a booming business integral to our lives and culture, so there will always be new and classic films to watch and great services allowing you to do so. People will always be searching for the perfect movie for their next date or, for aspiring filmmakers like myself, research and inspiration for professional endeavors. Whatever the need, Netflix has really started a revolution in entertainment, putting practically any film and TV series at the tips of our fingers. Go check it out and consider the free 14 day trial. After all, it’s FREE! Do you already have a Netflix account? What are your thoughts on the service?

My guess is you’re probably asking “What the heck is SIGGRAPH?” Fair enough. You have to be on a whole new level of nerd/hardcore computer graphics fanaticism to recognize it. I won’t lie, I am! Just check out the picture below of my conference badge and how much stuff is on that thing.

SIGGRAPH is the largest international professional organization “to promote the generation and dissemination of information on computer graphics and interactive techniques.” In other words, it hosts a conference every year in North America (usually in a major city) where thousands and thousands of students, educators, researchers and  professionals get together for a computer animation festival, huge exhibition, art gallery, emerging technologies, classes, behind the scenes amazingness and so much more. Let’s not forget about the parties. Oh, you heard right. Nerds can throw down!

Anywho, they just recently started hosting a conference in Asia halfway through each year, starting in December of 2008 (the original conferences are held in early August). It was a huge transition and a big step forward for the field of computer graphics and Asia, but also came with a lot of struggles such as language barriers. To our surprise, it wasn’t bad at all! There were great reviews and as a student volunteer, I was able to help most  every case that came across my path. I’m not saying it wasn’t hard though. Either way, the blending of cultures into one huge mesh of the most talented artists in the world is one of the most fulfilling experiences I’ve ever had. You literally pass people who helped create the films you watch everyday, the technology you use, the games you play and the amazing visuals that accompany every single aspect of our lives.

That’s most undoubtedly a true statement. In Japan, I was able to talk to owners of animations studios, producers and artists from Pixar, big guns at Lucas Film Animation and even the winner of best in show in the computer animation festival. That alone is worth the trip! Since I could practically write a book on my experiences at SIGGRAPH, I’ll leave you with some pictures of my trip. Some are from the conference and others are around the town of Yokohama. Enjoy!

It’s because they aren’t doing anything to promote their website! It’s like having a phone, but not giving out the number.

There is a difference between a website and a web presence, and there are several things you can do to ensure that your site gains standing on the Internet. First off, you must have a plan for marketing once you have launched your site and be ready to bombard the users online with your brand and message. If there isn’t a well-formed plan, it will not be as effective. Here’s a basic checklist that can help you harness the capabilities of the web:

- Become active on Social Media websites, but be smart about this.
- Add the URL to business cards, postcards, holiday cards, etc.
- Write periodic newsletters to keep your site’s information current and provide additional value for your visitors.
- Send permission-based emails to your contact list and include a link back to your site.
- Fine tune your Search Engine Optimization (SEO).
- Keep an eye on your traffic. Google analytics is a great, free resource for this.
- If your company has vehicles, decal them tastefully with your logo and URL.
- Throw a sweepstakes to promote your new launch.
- Place effectively targeted ads on other sites that your target audience is frequenting.
- Become involved in online discussion forums on sites that your target audience is frequenting.
- Audit all existing site content and update regularly to stay relevant.
- When you think you’re finished, don’t stop! This is an ongoing process.

It is easy to get lost in the tangled mess of websites that are out there these days. You have to become familiar with the successful websites with whom you are competing, but you also can’t completely disregard all of the amateur sites that flood the world wide web. Just be mindful that hundreds of thousands of other companies are attempting the exact same thing you are — trying to create an online presence — and it’s those things that you do uniquely that will set you apart. So, build it, promote it, get feedback, tweak it, fine tune it — and they will come.

Since the Geek Bar transformation is going even better than planned (more to come later), we have decided to host some of the festivities here on Friday night to kick off the weekend. Good thing our new office can easily hold the xiik staff and leave room for obnoxiously acting out Scattergories. Let’s hear it for bonding through board games and pizza! Since we’re on the topic of board games, I am practically obligated to ask if you have ever played Balderdash. By far one of the most fun games out there! But I digress…

So, whereas Friday is an ice breaker for the new guys to meet some of the geeks they haven’t seen yet, Saturday is where it gets even better: Topher has signed us up to do the SPICE Challenge, a series of physical challenges that let you collaborate with your group and problem solve all while having a lot of fun. Sounds like my kind of thing! It doesn’t end there. This year, the SPICE Program added an extra activity called the Zip Line Canopy Tour, which is a 1.5 hour tour through treetops, giving us thrill-seekers and nature lovers the perfect adventure.

I’ve already been thinking about the next xiik retreat. Unfortunately, Topher doesn’t seem too convinced that flying the company to Rome to fight gladiator style in the Coliseum is really in our budget. I’ll keep working on it though.

So, obviously it’s a hot commodity. But, how do we use these social media networking avenues to help market ourselves and businesses?

To start, almost any reliable, modern and smart company will have at least one, if not several, profiles on these social media sites. At its core, social media networking is digital word-of-mouth. We rely on the credibility of the information we learn from these online communities, which have been vetted by ourselves and contacts whom we trust. That’s where the value begins. It’s a great way to easily get the word out, promote products, announce sales and giveaways, gain new fans and even gain new clients. You never know. So, let’s get down to the dos and don’ts, shall we?

Dos

1. Submit original content or finds as often as you can.
2. Contribute comments and discussions to others’ profiles if you expect them to do the same on yours.
3. Be respectful. Remember what your mom used to say? “If you don’t have anything nice to say, don’t say it at all.” If you need to correct another’s factual error, be civil!
4. Learn about all the possibilities and potential of the social networking site you’re using. Make the most of your online presence.
5. Be open-minded. Other people may post some really weird stuff.
6. Have a lasting and easy to remember avatar. This relates mostly to Twitter.
7. Give credit where credit is due.

Don’ts

1. Don’t be fake. People can tell if you’re just another social robot.
2. Don’t just post press releases and client news. It WILL bore your followers. Or should I say ex-followers?
3. Don’t post eighty times a day. That’s too much! Some of us like to call that spam.
4. Don’t have more than one personality. You’ll confuse your readers.
5. Don’t follow random people in hopes to get followed back. Just follow people you’re actually interested in, who produce interesting content.
6. Don’t create a strategy if you can’t put in the time and effort to follow through. This goes for much more than social networking.

So, set some goals, define your brand, be a good player, and have a good time. In other words, socialize!

Green integrated marketing offers new avenues for sustainability, efficiency and cost savings on a macro level. Cut down on energy-wasting and pollution-generating products like newspapers, magazines, brochures, business cards, flyers or even coupons and think more along the lines of internet-based marketing and advertising. This is not to say you can’t ever use those media, but rather to remind you that there are plenty of other possibilities out there to integrate into your marketing strategies. Heck, here at xiik we still use business cards and do quite a bit of print design and advertising, but the majority of our work is centered around interactive marketing, which tracks important data and offers more measurable results. The difference lies in how intelligently you proportion each marketing tactic. Use all media — but focus your use of natural resources to the most targeted audience possible. The result is a more finely tuned strategy, a more effective use of budget, and a quantifiable improvement in your company’s sustainability efforts.

So what are some ways to cut back on costs and efficiently run your business? There are plenty, but I’d like to highlight one that breaks into creativity I thought I’d never see — and it’s so simple! A firm from the Netherlands called SPRANQ developed the Ecofont, an eco-friendly font! Choosing this font when printing uses 20% less ink because the design employs the genius idea of cutting tiny holes out of each letter — thus reducing the printable area of each letter and also your ink costs. At the same time, there is no loss in readability since the letter outlines remain intact! Did I mention it’s free to download?!

Like the Ecofont, there are plenty of resources and creative techniques you can integrate into your current marketing and business processes. Turn a mailing campaign into an email blast or email your memos instead of printing them. Turn your standard brochure into an interactive online experience with video, slideshows, games, or other participatory activities — you’ll better engage your clients and reduce printing costs. Or send a well-designed print piece to a select audience and include a call-to-action in it that drives them to your website. At the pace the internet and online marketing is going, paper materials will continue to decline. Take the Amazon Kindle for instance — an electronic device that consumes a very low amount of energy to power downloadable books that you read right off the screen. The screen’s luminance has been designed to reduce usual eye strain and mimic paper. Apple is working on a similar tablet concept, rumored to be released in early 2010. So, join the bandwagon and start leveraging technology to cut back and be more efficient. Save mother earth. All the cool kids are doing it!

So, no brainer, right? Well, here’s something to consider seriously for anyone dabbling blindly: As the social media audience for communities like Facebook, Twitter, YouTube, iTunes, LinkedIn, etc. continue to grow rapidly, so will the number of special interest groups and messages we are bombarded with. Just as email evolved in the 1990s to filter out spam, our mindset in online communities has become geared towards that permission-based philosophy: I decide which groups I let talk to me on a regular basis. And as we grow wary of the brimming marketing waters on the other side of that opt-in firewall, we are becoming more selective and less forgiving.

This means that now more than ever, a non-profit has to make a persuasive mark online the first time and then continue to delight their followers with clear branding and engaging, relevant content. One of the most accessible means of achieving this is viral video.

How many times in the past year have you been sent a link to a video or spotted one on someone’s newsfeed? If you liked it, did you forward it on to others with similar interests? And perhaps you were already brought to a host website or clicked a website link from inside a social media site because you were interested to know more about the organization behind the video. If you haven’t done any of these things, you are in a fast shrinking minority these days. Online interaction with video media will only get bigger as more content moves to the web from traditional sources like radio, television, and print. Consumers interact with this kind of content and, when done well, enjoy it more than plain mail.

Additionally, utilizing these tools sooner than later lets you engage with the future makeup of your base: Millennials. These are those idealistic, social youngsters aged 15 – 29 who are quite used to filtering out poor marketing messages and live on the web more than anyone else. According to the non-profit marketing blog Getting Attention: “Your org has to learn how to work with Millennials most effectively if you want to move forward, and they’re incredibly savvy marketing wise. As [researcher Alison Fine] said at the close of a recent speech on her research, ‘If we don’t figure out how to incorporate Millennials into our nonprofit organizations, they’re just going to start their own causes, overnight, using free tools.’”

Another powerful effect of video is what VisibleMeasures.com calls “viral activation,” where “interest in a new clip drives a corresponding increase in viewership to related, but older clips.” This means that your investment of time and budget into a viral video could produce a marketing piece that helps your organization engage with online audiences long after its original release.

All of this additional, targeted web traffic improves your brand visibility and provides a self-sustaining vehicle to improve membership, event attendance, fundraising, etc. So, if it can be effective, then how do you do it? PBS.org’ online guide Mediashift has a great article with some case studies titled How Charities Harness Social Media to Raise Awareness, Money. Here are some more thoughts:

Content is King

Some of you out there may be inclined to go for the hard sell approach: Bam! This is my organization and this is why we’re awesome! So, sign up for these three events and donate to our cause! This is most likely not a useful approach. The content of your video needs to feel less like an advertisement and lean more honestly towards entertaining and/or educational. Find a story or angle that will create genuine interest on the part of your viewer that will make them want to know more about what you do. And know your audience. Maybe plan on three smaller videos that each target a different constituency, rather than one fancy masterpiece that may be too broad in scope. Or not. Your commodities online are time and attention-span: use them wisely.

Getting the Viral Ball Rolling

Just like that proverbial tree falling in the forest, if no one sees the video, then what’s the point? If you’ve started with investing in compelling content, then the next step is getting it out there. You’ll need a smart plan that includes [of course] posting to social media sites, email marketing from your existing database, and interacting with your audience to encourage them to participate — whether that’s posting online comments, “retweeting” the video on Twitter, blogging, joining your Facebook Fan Page, or creating a response video.

Finding a Bigger Marketing Budget

Creating a video campaign does not have to break the bank, but the return on investment can be huge. There is the opportunity to leverage existing corporate sponsorships and/or forge new ones within the social media arena using viral video in a way that brings value to both brands, increases your reach, enlightens your audience, and safeguards your existing budget. Win, win, win, and win.

To learn more about how xiik Interactive Marketing can help accomplish such an effective campaign, give us a call at 888-900-XIIK.

Sources:

http://www.gettingattention.org/my_weblog/2008/05/tow-of-my-fav-o.html

Posted by Nancy E. Schwartz, May 21, 2008

http://www.visiblemeasures.com/news-and-events/blog/bid/8164/Evolution-of-Dance-2-Evidence-of-Viral-Video-Evolution

Posted by Matt Cutler on Wed, Jan 28, 2009

http://www.pbs.org/mediashift/2009/04/how-charities-harness-social-media-to-raise-awareness-money118.html

Posted by Mike Rosen-Molin, April 28, 2009