My name is Brett and I am the Director of Technology Integration here at Mulberry Marketing. Generally speaking the tool we use the most to create rich online content for our customers is Flash. I’m sure you’re familiar with Flash so I won’t bore you with a bunch of stats. By using Flash we’re able to build Product Configurators, Corporate Videos, Interactive Games and many other types of online engaging content for your company that is browser and platform independant. Since you’re posting this on the web you aren’t paying any type of fees to distribute your content or requiring your customers to have expensive hardware to viewing. The internet is an open environment which is good, especially for your brand and your marketing initiatives.

Now you may have some sort of SmartPhone, if you do odds are it’s an iPhone. More and more people are using their iPhones for browsing the web. I have an iPhone and use it constantly. The one sticking point though is it doesn’t support the Flash Player. That limits the online content you can see on your phone. Steve Jobs recently wrote a letter on the Apple web site entitled “Thoughts on Flash” where he details some reasons why Flash will not be on the iPhone/iPad. A couple highlights include the Flash Player being a proprietary product, causing excessive drain on the battery, and that current web sites done with Flash aren’t built for Multitouch. Honestly, I can understand that. The iPhone has limitations and Flash is not the best answer for everything. Why build a web site with Flash if you could easily do the same thing with HTML, CSS, and Javascript. As a developer I have a choice to look at the objectives for every project we do and decide what is the best way to achieve our objectives. If our client is looking for a custom interactive product configurator that can be run on any OS and any browser we’re going to do it with Flash. That makes sense. Where I have a serious problem with Apple follows…

I’m guessing Adobe realized getting the Flash Player on the iPhone was not going anywhere quickly and instead decided to focus on giving Flash programmers the ability to export native applications for iPhone. These applications could be delivered to iPhone users through the Apple App Store. This doesn’t have anything to do with the Flash Player or the iPhone’s browser at all. For me as a developer this means I can create an application using ActionScript 3 which is a coding language I’m very familiar with while at the same time be able to use the base code for other non iPhone applications.

When I saw this announcement from Adobe I immediately requested to become part of the Adobe Flash CS5 Beta program to begin experimenting with the iPhone and was approved. This required that I become a registered iPhone Developer with Apple. I was approved for this as well. I felt like a kid in a candy store and couldn’t stop imagining the possibilities of creating product configurators that would take advantage of the iPhone’s built-in GPS, camera, accelerometer, and other abilities of the mobile device. Since I would be creating it in Flash this same base set of code could be used for other devices such as phones using the Google Android OS. Develop once and deliver everywhere! That’s a great business model because it allows you to create applications which will stretch your marketing budget and meet your objectives while at the same time reaching a much larger target audience.

Then came an announcement in April saying that Apple was updating their terms of service to prohibit any application created in Flash from being permitted on the App Store. Apple now requires that you use the Apple SDK for programming applications. Their reasons were rather vague citing performance issues. This is where in my opinion, things start to get very, very odd. There are currently applications available on the App store built using Flash during the Flash CS5 beta that are for sale. On my iPhone right now I have a great South Park Avatar Creator which allows me to build custom themed Avatars for the contacts listed on my phone. I don’t experience any performance problems when using it. To me there does not appear to be any difference between how this application runs compared to one of the Apple SDK authored programs. Something else is going on here.

Apple is attempting to strictly control the content on their devices under the guise of “looking out for the end user experience” when in reality this is fueled by a business decision. Think about it this way, what if we had created a product configurator for a client that could run on the iPhone and the Google Android platform. At that point it isn’t an exclusive application to Apple. They could potentially lose revenue because the users aren’t required to have Apple hardware or any type of iTunes account. Apple is attempting to change how people view and pay for content on the internet. With the launch of the iPad this becomes much more serious. In many cases the iPad is intended to replace your current computer for casual internet browsing. By Apple locking out any type of Flash content they’re forcing users to pay via the App store which of course Apple takes a cut out of.

You’re probably saying “What does this mean to me” if you’ve made it this far into my rant! It means in the future you’re going to have to really take a look at your marketing budgets and decide where to invest your money. It’s either going to have to be on the “Apple Internet” or another more open mobile platform(s) that utilize the flash player. Google Android is set to support the Flash Player 10.1 later this year. It also means that if things continue as they currently are with the iPad, and people replace their computers with these non-Flash devices, you’re going to be forced to play by Apple’s rules. Is that really better for your customers?

Welcome to the Apple Internet. Pretty soon we’ll all be wearing Apple branded shoes called “iSneaks” and be forced to walk on Apple approved roads which there would be a toll for. Of course as I sit here, writing this article I’m using a Apple MacBook Pro and have my iPhone 3GS sitting next to me. I really like these devices and view Apple as a premium brand which I have long advocated to anyone who would listen. Having gone through this experience with the Flash CS5 beta my opinion of Apple has changed almost completely. They aren’t the underdog computer company creating superior products. They’re just a massive corporation that wants to tell me as a developer what tool to use for coding and as a consumer they want to dictate how I interact with this new “Apple Internet”. I sincerely hope Apple changes their business practices and I can go back to being proud to program on a Mac. Until then I look forward to learning more about the Google Android platform.

Video Demonstration of Adobe AIR apps on the iPhone and Motorolla Droid

Again this year, Team Mulberry Marketing, made up of our employees, friends and spouses, came together to support Junior Achievement of East Central Ohio at the annual Bowl-A-Thon fundraising event. We practiced our backswings (not really) and showed up ready for an afternoon of spares and strikes! Although a few team members were showing off their intense hooks, we saw a lot of gutter balls and fouls that day.

All smiles . . . when they're winning

A little healthy competition . . .

Built-in bowling ball or baby on the way?

Bowling makes you thirsty . . .

The boss . . .

and the boss's husband going head to head!

This is our third consecutive year of “Throwing A Strike for Financial Literacy”. Junior Achievement of East Central Ohio is a worthy cause as the organization educates thousands of students in our community about workforce readiness, entrepreneurship and financial literacy through experiential, hands-on programs.

The team at Mulberry Marketing Group happily received honors at this year’s ADDY Awards Gala hosted by the Canton Advertising Federation.

A Gold ADDY was awarded in the E-mails/E-Cards category for the ADB Airfield Solutions Holiday eCard. The eCard , which featured illustration work by our own, Brett Marriner, Director of Technology Integration, was great fun to work on and well received by ADB’s customers and partners this past holiday season . . . and of that we’re especially proud!

ADB eCard

This year we decided to enter work in the Self Promotion category . . . we’re used to tooting the horns of our customers and we thought we’d toot our own for a bit . . . and TOOT: we won a Silver ADDY for our 2010 Calendar! The calendar, part of a year-long marketing campaign, offers a specific marketing tactic along with tips, best practices, examples and a special URL for recipients to get more content each month. The theme, “Mulberry Marketing Under the Big Top”, features unique and engaging artistry as well as quotes from circus creators, goers and all-around creative individuals to inspire.

Mulberry Calendar Snapshot

The CAF event theme, Phantom of the ADDYs, was unique and entertaining, while the venue, the Joseph Saxton Gallery of Photography in downtown Canton, offered an ideal environment for displaying and celebrating the work of local creatives. Check out the event photos on CAF’s Flickr photo stream and look for the Mulberry gang including Lisa Marshall, Director of Client Services and CAF President (images 16, 29, 59), Brett Marriner, Director of Technology Integration and Kristie Bryant Fitzgerald, Art Director (images 18, 59).

Our company quietly started a feature on our Facebook fan page….Ask Mulberry. The idea is for fans to ask us a question and we will choose questions to answer via video and post to the Facebook page. Pretty simple concept (thanks to Kristie for coming up with that little gem).

Only trouble is, nobody has asked a question! Are you scared, do you have all the answers, do you not want to see us on video…what is the problem? I think I have an idea why there are no questions. Well, first of all, we were too quiet telling you about this feature and we are working on that. Secondly, you just need a little nudge, so here is some inspiration:

Why do you only focus on B2B marketing…isn’t all the glamour in B2C?
What’s with the one guy on your team, is he tortured by the women?
How can I get management to embrace just a small social media plan?
Is printed literature dead?
What was your most effective direct marketing campaign?
Why are you called “Mulberry” Marketing Group?
How can I integrate video on our Web site or email?

Find some inspiration…great, now ask away. We are really excited to have a good reason to use our Flip video camera. Facebook link

If you’re like me, you get countless emails throughout the day touting the latest news, tips, trends and case studies surrounding social media. I flag some, print some, scan some and dump some. In the mean time I am tweeting, blogging, linking in, facebooking, digging and swirling my brain around the social media landscape. While I and my Mulberry co-horts participate and engage in social media as consumers we are truly focused on how it can benefit our B2B client base. And it seems that the a good bit of the rest of the B2B world is jumping on the bandwagon.

In the interest of saving you some time weeding through your inbox or just trying to find the best of the best resources on the subject, here are my three faves:

MarketingProfs (www.marketingprofs.com)
– Daily newsletter is a breeze to scan and includes social media content almost every day
– Follow them on twitter to stay up to the minute
– Definitely recommend the Pro package for free reports and tons of other stuff that I must make the time to leverage!

BtoBonline (www.btobonline.com)
– I’m not a huge fan of their email newsletters, but you can obviously be certain their content is strictly b2b
– Website is a nice resource…do a search for “social media” and find the latest articles, white papers and other content

iMedia Connection (imediaconnection.com)
– Definitely my favorite of the bunch!
– Must subscribe to the daily e-newsletter…content is right on the money, always relevant and often b2b
– They are all over social media
– Articles are a quick read and great to share with staff and post on twitter

It’s so exciting to be in the midst of this new marketing platform…to watch it take shape, to help make it happen for ourselves and our clients and to see what happens tomorrow! In the mean time, share your “must read” on social media.

I admit it, I was totally sucked into the marketing fervor surrounding the Android. Any good marketer would be, though, right? I suppose it wasn’t total hype. The “droid” has super cool touch screen technology and is geared to run all the “must have” apps.

I think the app that lets you scan the bar code on an item and then shows you how much it costs online and at other retailers in your area is pretty slick. However, am I really going to run across town to save 47 cents on some laundry detergent…no. Or am I going to run home and order those 10lb dumb bells on line for five dollars less…no, I need them now and I’m sure the shipping on 20 pounds will surpass my five dollar savings. And that pretty much sums up my 5 weeks with the Android…lots of bells and whistles but not too useful.

So, I am back to my blackberry.

It captures every email with lightning speed, has a normal, non-touch screen keyboard, allows me to text with ease and dials and answers phone calls just like you’d expect. And guess what… with my Blackberry Curve 8530, I can even get those treasured apps!

I’d love to hear about your experiences with the Android, Blackberry, iPhone. Got an opinion, share it here.

Last year, the Mulberry team decided to redirect their holiday funds to those less fortunate. We gave to numerous worthy causes and found the most enjoyment from the Adopt-A-Family program sponsored by Community Christmas. That’s probably because there’s more to it than writing a check…we get to interact with the families, in a sense.

While we don’t get to meet them in person, the organization provides a little information about the family as well as their clothes sizes and toy preferences for the children.

So this year, we headed off to Walmart for a post-Thanksgiving shopping frenzy! Rather then searching for another fabulous dickie for Cousin Eddy (please tell me that you do “get” the reference to Randy Quaid’s character in National Lampoon’s Christmas Vacation!), we are searching for Nerf Launchers, Easy Bake Ovens and Star Wars gear for the family members.

Everything is wrapped and tagged and delivered for distribution to the families. The best part comes a few weeks later when we receive some of the most heartfelt thank you notes you’ve ever read.

Our next event will come in early March when we go bowling for Junior Achievement. Stay tuned!

Get the latest Flash Player to see this player.

While the analytics can make listening a bit more scientific, the additional challenge lies in asking the right questions and providing the right content to elicit a response.

Rich internet applications provide a engaging means of generating robust dialogue with your audiences. Consider the value of having your customer/prospect build your product or service to their own specifications.  How much more can that tell you about their preferences?  Letting them play, imagine, create and become engaged with your brand is a major goal for most marketers.   So let’s put technology to good use and make that happen.

Depending on your audience a rich internet app might be a product configurator or it could be a game/challenge/quiz to test their knowledge, it could even be a resource library…the possibilities are endless.

 

Wayne Dalton Garage Door Design Center

Matco Toolbox Configurator

Consider the value that RIA’s can have in your marketing mix and communicate effectively.

Just last week we hit the road for newer carpet, fresher paint and an all around great new work space!  Moving day was smooth to say the least (thankfully) and we were up and running in no time.  We still have a few boxes to unpack and when we do you’ll see pics of the new place.  Here’s our new address:

4607 Everhard Rd. NW

Canton, OH  44718

Just a reminder that our phone, fax, e-mail and remit to address all stay the same.

All packed and ready to go.

Now we just need the movers to show up . . . Donut anyone?

While planning the move, the team came up with an unofficial list of things we won’t and will miss at the old place.

Things we won’t miss:

• Sewer flies tops the list.  We suspect they came from the sewer and infiltrated our office, hence the name.  Nothing like finding the winged perps in your coffee cup, files, etc.
• The Dumpster comes in at a strong second.  Big doors hanging wide open, dumpster greeting us every morning!  No matter how many times we pulled those doors shut, someone came along and left them wide open!  Talk about visual clutter!
• The goose poop.  We were not operating on a nature preserve, but sometimes felt like it.
• Dumpster divers.  We’re all about finding treasures in odd places and the hunt, too, but there are limits people . . . and close the doors when you’re done!
• That long commute . . . okay not really, we’re only two minutes closer to home.
• The brilliant blue marker splatter on the wall . . . this is an inside joke, and no, we won’t be disclosing the details except to say tempers don’t always flare red, but it felt wrong to remove it from the list.
• Solicitors.  No, we would not like to buy the spa package of the day . . . wait, what am I saying?!
• Having to use the paging system to communicate (that’s for more important things like announcing the latest great idea or new client).

Things we will miss:

• Being soooo close to Talaquepaque.  Mexican food does stimulate the brain, we swear.
• Having separate restrooms for ladies & gents . . . we’re looking at all unisex now.  Ally McBeal was ahead of its time.
• The baby geese.  Yes, they poo, but they’re darn cute making their way across the parking lot.
• The UPS guy.
• Solicitors.  To be honest, they might have offered a touch of entertainment value and a little appreciation for good old fashioned cold calling.

On the road. MMG rooster in tow.

Very soon the sound of bubble wrap will be heard and the smell of cardboard will be drifting throughout the offices of Mulberry Marketing Group . . . We’re moving!  The team is packing up and heading to a cozy new spot just around the corner.  Move day is September 3rd and we don’t plan to miss a beat, but please bear with us if we encounter any technical difficulties!

Our new address is:

Our phone, fax, e-mail and remit to information all stays the same, so just update the street address and you’re set!