Last night we launched our speaking series with a great topic, fantastic food, tasty beverages, and most importantly… a knowledgeable crowd and engaging presenters from two of Minneapolis’ finest brands. Thanks to all who stopped by, and to all of the hard working MC’ers who made this possible. We look forward to our next topic, and the second installment of the series this summer.
Archive for May, 2011
We have an upcoming event at Modern Climate. Stop by to learn more about Shopper Marketing, meet a few industry peeps, and have a little food & drink. It’s free and we’d love to see you here.
Here’s the skinny:
Modern Climate Presents
Shop Talk About Shoppers
A conversation on the relevance of marketing in the retail environment.
A Truth & Robots Thing
Thursday May 26, 2011
5 – 6pm: Arrive, Mingle
6 – 7pm: Speakers
7 – 8:30pm: Eat. Drink. Hobnob.
Shopper marketing. An admittedly lame term that conjures images of corrugated cardboard end caps. But it’s way more than a brick and mortar point of purchase tactic. It’s a current, powerful consumer touchpoint that, when merged with user-generated content in the digital space, can dramatically increase purchase conversion.
So be our guest at Modern Climate on Thursday May 26, 2011 at 5PM. Have some food and a drink or three and listen in. We’ll be discussing how social commerce is interesecting with shopper marketing and changing how we think about the purchase funnel. Get three distinct points of view on the topic from:
Spence Wetjen :: Best Buy
Raj Rao :: 3M
Geoff Bremner :: Modern Climate
I know marketing analogies are a dime a dozen. I also know turning those analogies into blog headers is really pushing the tolerability meter. I know. I know. Yet, sitting in a client parking lot with my Creative Director at 7:30 this morning, chatting about work we were about to present and work in general, we stumbled upon the analogy. Because, well, who doesn’t love talking about colors after seven strong months of Minnesota winter.
Except we weren’t talking about seasons. We were talking about technology and people – two of our favorite topics at Modern Climate. So much so, that we consider them to be one topic. You see, technology, or should I say good technology, exists to serve people. To make our lives richer – more interesting, more accessible, more connected. It’s a fusion that happens only when people’s needs are balanced equally with technology’s magic. But that’s way too heavy for 7:30 in the morning (unless it’s the end of a really long night – perhaps another entry). Which is what led us to the color analogy.
Think of some form of technology, let’s say an app, and in your mind, give it a lovely shade of blue. Now picture someone you know, and think of them as a nice vibrant red. (Stay with me. I promise we were sober.) When we as technology creators and communicators take these two colors and give them equal consideration and love – when we pour as much energy into understanding how that person’s life will be positively affected as we put towards designing the interface and writing the code – we make a beautiful, desirable and unique color. We make purple. When we focus on either element too intensely, we cheat one of our colors and end up making only a slightly different red, or another shade of blue. And when we really screw it up, we throw all kinds of colors into the mix and end up with mud.
So let’s keep immersing ourselves in technology and pushing for new applications. But let’s also keep meeting people eye to eye – listening and responding to real life. Spring is anew. There are beautiful new colors yet to be made.
In 1909 the Pence building was built for the purpose of selling cars. At the time the automobile was a new technology, and taking the risk to create an enterprise surrounding that endeavor to some may have seemed audacious. But the 20th century proved the automobile to be not only a groundbreaking technology – it was a world shaping technology, and one that would forever transform society.
Over the years the area surrounding 800 Hennepin Avenue has changed. If you look closely at the postcard from a hundred years ago you will see that there are horses in the street. This in itself stands in stark contrast to the initial purpose of the building. You can also see that they intentionally included airplanes (more specifically bi-planes) to the postcard. Air travel was also in it’s infancy at the time, but it was important for the advertisers of the era to highlight the latest technologies, I imagine in an effort to draw people to Minneapolis as a progressive city. If you look to the left of our building you can see an adjacent building. Today that space is a parking lot. But if you look at the side of our building today you can still see the shape of that former building etched into the bricks. It seems strange that something that was once so permanent is now completely lost to history. I can’t find any information about that other building, I’m sure I could if I were to delve into old school technology-the library.
Our building survived the destruction of its bother and eventually it became shadowed by the towering skyscrapers that now dominate our skyline. Today it remains relevant due to being linked to our modern skyway system, tying it to the commerce and culture that thrives in present day Minneapolis.
Currently Modern Climate occupies the top floor of the Pence building. We too, just like the automotive innovators of the past, are working with the leading technologies of our time. Like cars in their day, the internet, social media, and the proliferation of mobile devices is changing the way we communicate, shop, travel, and generally interact with the rest of the people on the planet. Our world continues to shrink.
As interns we feel excited to be a part of the changes going on in society, and within our industry. As advertisers and communicators we are on the center stage of emerging technologies. We tend to be the first to utilize new forms of communication, which Modern Climate does so specifically with its pioneering efforts in the use of augmented reality, and with the creation of apps for the iphone and ipad. It’s a great feeling to be starting our careers knowing that we are a part of a rich continuum of history. We can’t be certain what tomorrow has in store, or what our world will look like in 100 years, but it ‘s good to be here in the present, doing our small part to help write the future.
From the desk of ModC1