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Agrimarketing : May 2012
May 2012 Agri Marketing 23 Ever wonder what it takes to get to that pearly grinned photo of happy people cutting the big red ribbon at their open house? Don't feel bad, I hadn't either. But I got a first-hand look at just how much goes into making that glossy photo op a reality anyway! McCormick Company, an integrated marketing communications agency, has added a new office in Indianapolis, IN. What's an integrated marketing communications agency? Our definition: if you're looking for a way to achieve brand awareness or create meaningful engagement opportunities, we can help. While McCormick has been around for a few (86) years, the new digs in Indianapolis nicely mimic the feeling you get from working with McCormick --- solid and proven, yet contemporary, agile and innovative, with a dash of color and creativity. A nice office space however, does not an open house make. GOAL IS SET A small open house party just to let folks know we're in the neighborhood --- that was the goal. With all plans, it is important to set a goal and then develop strategies. Targeted milestones make sure you're maintaining focus. With a goal in place, the first concern was the invite. Before creating awesome, awe-inspiring, super-witty invitations must come the foundation: a database with contact information. Compiling names from every resource --- e-mail contacts, LinkedIn, Facebook ... heck, we might have stalked a few people --- led to a list of unimagin- able size. At this point we had snazzy invites and a great contact list to work with. How snazzy were our invites? Well, invitees were asked to bring their invites with them, and out of nearly 100 guests only six forgot, now that is good copy! Next concern: how to make it personal. If you haven't used PURLs (Persistent Uniform Resource Locators), you're in for a treat. PURLs allow you to personalize the information seen by each invitee. Since each person has an individual page, this tool provided unique save-the-dates, RSVP landing pages and reminder e-mails. It is a ton of work to make this work seamlessly, but the customization can add a nice touch to your next event. With all the effort to create a great event, we really wanted people to show up! We understood more would be needed to pull people in. FOOD IS THE TICKET While we offer services to companies of all sizes and logos, this is where our company's agricultural history really came in handy --- we truly understand the necessity of good food! Bring in good eats and good drinks, and you start a party buzz. We even invited local vineyard, Mallow Run Winery, for a wine tasting. It provided a little Indiana- centric flare enjoyed by all. And, if you're planning an event, may I suggest fabulous prizes? A gift card to Indianapolis' renowned St. Elmo Steak House was a hit with the carnivores in the room and the Kindle Fire tablet pleased the techies. Ironically, the thing we almost forgot at our open house was the ribbon cutting! For those of you making notes, I recommend taking that picture before the party starts. Our photo attempt led to an entertaining blooper reel that I was supposed to hide, but for a sneak peek take a look at our Facebook page! All in all, hours of work, planning and coordination between four offices throughout the U.S. brought together a lovely open house event full of exactly what we were hoping for: mixing, mingling and marketing. PEOPLE It is so important to have a goal, a good plan, and witty, extraordinarily talented and hard-working people to make it all happen. In fact, that's just what McCormick offers clients every day! We look forward to providing Indianapolis with the strategic and creative expertise for which McCormick has become known. So, now the ribbon has been cut, our doors are open and we're ready for your visit. Give us a call to find out how we can help grow your business. AM IT'S ALL ABOUT THE DETAILS by Tiffany Obrecht, McCormick Company Cutting the McCormick open house ribbon are Suzi Sutton-Vermeulen, Executive Vice President; Mark Perrin, President, and Norm Cosand, Indianapolis Vice President/Group Director. MARKETING COMMUNICATIONS AGENCY UPDATE