Field Notes Inside an Integrated Communications Agency

We live in an era of unprecedented access to choices. From television programming and Web sites to products and services, the array of choices can be overwhelming. I read that there are over one million products available on walmart.com. The number of products on a site like Amazon is virtually impossible to estimate. Even so, research shows we're not always happier when given choices.

Personally, I don't like choices. Well, at least not too many. One of my favorite new brands is Red Box movie rentals. With kiosks super-conveniently located in retail locations, Red Box provides a limited number of movie rental options. I don't miss the selection of Blockbuster or Netflix. Those options take too long. Just give me the instant gratification of a recent release.

The issue of choice applies to client-agency relationships as well. I believe agencies need to be thoughtful about how they present choices to clients. In our enthusiasm for our clients and for our work, we love to generate ideas and concepts. It's tempting to share them all to demonstrate our passion or to show evidence of industry. We need to resist those temptations and present our best work in the form of research-backed recommendations.

There's room for creativity and expansive thinking while giving clients the benefit of our experience and expertise. In my experience, clients aren't looking for a laundry list of tactics or a dozen clever headlines, they're looking for one or two that'll make the difference in their business.

SXSW is one of the very best interactive conferences in the world. We've sent individuals in the past and we've always been HUGE advocates for the conference. This year we decided to submit some ideas. The people at SXSW have created a panel picker so attendees can select what they want to see at the conference. With 1200+ ideas submitted, we want your help! It will be hard to find our ideas with all the others. 

Follow this link to see the 4 Capstrat ideas.  (or read below) You must register to vote. Consider doing so. There are a lot of great ideas out there.

Vote for our friends at Campfire, too. 

For more information about the conference, visit the SXSW site .  

Here's what we submitted: 

Microsites. Macro Risks and Rewards.
Microsites can boost you or burn you. Extend your brand, or dilute it. How can you tame them to serve your needs? Come hear what our marketing, branding and technical experts are reporting from the front lines - and learn how to laser-focus your messaging without getting scorched.

1. What exactly is a microsite and how does it differ from other sites?
   
2. What are 4 good reasons to build one?
   
3. How do you navigate the opportunities and dangers of microsites?
   
4. Does using microsites as part of a broader campaign lead to brand dilution or brand extension?
   
5. When implementing a microsite, how do you reconcile rigid IT process with the need for speed, agility and flexibility?
   
6. What kind of interactions and experiences make a great microsite?
   
7. How are microsites like the replicants in Blade Runner?
   
8. How do you define your audience, message and success for your microsite?
   
9. How do you craft rules to guide microsite projects without stifling creativity?
   
10. What will microsites look like a year from now?

 

Who Will Check My Email After I Die?
Ever wondered what will happen to your digital existence after you die? E-mail, domain names, social networking content - do you want to leave it behind, -bequeath- it, or delete it? This in-depth discussion will provide technical, philosophical and legal insights on how to articulate your final online wishes.

1. How can I decide what should be done with my social network profiles and other digital assets?
2. How can I ensure sensitive information is deleted or transferred to the correct person?
3. Can I leave my domain name in my will?
4. Whom should I select to execute my digital estate?
5. How can I inform my online friends of my death and share with them my final messages?
6. Can I protect my digital identity from destruction by my descendants or others?
7. Can I transfer my iTunes purchases to somebody else?
8. How can I keep my dirty laundry out of my obituary?
9. Is there a service that can help with this?
10. How can I be sure that big companies (like Google, Facebook, Yahoo and Microsoft) will respect my wishes?
    

 

Physical Computing: from I get it to Sold!
The learning curve is steep, but it's over in a flash. Our panelists bring word from the other side: Physical computing works. And sells. Participants in this session will build and keep their own devices from simple chips and inexpensive parts.

1. What is physical computing?
2. Why is it important to me?
3. How do I set up my Wiring or Processing environment?
4. Can artists, architects, designers, etc., benefit from physical computing?
5. Will my clients be interested in physical computing?
6. How can I build my own computer-controlled device?
7. How can I progress from simple devices to really cool gadgets?
8. What are some good resources on the web?
9. What are some good resources that are not on the web?
10. What are some larger applications for this knowledge?

 

Love in the Cloud: Online-Only Marriages
Could two people really share a life without ever meeting in meatspace? We discuss how online-only marriages could work. What current assumptions and apprehensions will seem quaint tomorrow? What are the barriers, and what answers will technology provide? In a world that's redefining marriage, is this the next logical step?

1. What variables must be in place to have an online only marriage?
2. What new technologies might make this possible?
3. Is anyone doing anything similar to this?
4. What variables constitute a romantic relationship?
5. Is presence or physical interaction a requirement for a fulfilling relationship?
6. Assuming we make a prediction for this, when do we see it happening in the future?
7. What populations could benefit from this ability to have this type of relationship?
8. What are the implications of this for society?
9. What would your mother say? :)
10. What are the detractions for this? - (For example, some inhibitors are: Legal implications, Death - transferable implications, taxes)