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Giving Thought to Media Buys

It is ironic how life is.

On my way to the office this morning I was looking around, absorbing — like a sponge — and learning from people’s behaviors and attitudes. I was in a cab, stopped at a traffic light, and a homeless person immediately caught my eye. He was sleeping on a bench as people were walking past him on their way to work or having breakfast at the diner behind him. I was struck by all of this.

The long red light gave me the opportunity to realize the man was resting on a bench with a billboard on the back promoting exclusive residences. It is the kind of image that if it were created by a copywriter and an art director for a social cause, it most likely would be submitted to an advertising awards competition. This image was not “created” — but captured by my iPhone.


Sometimes reality surpasses fiction. In addition to the big moral remorse I feel, I thought: Is this the appropriate media placement for this kind of product?

Under this circumstance, the word “exclusive” on this advertising banner has a double meaning that makes you think how unfair life is. Here, “exclusive” makes me think, this is not only about exclusivity as luxury, but also about exclusivity as exclusion.

How careful is too careful when we create a campaign and define the media buy for our clients? How can we help make positive changes to this ironic world — through our work and our lives?

– Eduardo Dehesa Conde


A Tour of the New Liquid Iron Website

More clients, more staff and a strong message required us to rethink how we used our website to communicate our value as an integrated marketing agency. The challenge of developing a website to answer a growth spurt is a good problem to have.

It was exciting to plow over our little plot of online terra firma and build a new home. Of course, as with most real-estate developments, time and budget were of prime concern. No growth-stage agency has unlimited funds and we’ve all been a part of marketing projects that go on so long they become virtually obsolete.

But damn the cliche  This cobbler will care for his own shoes. So we began: (more…)

Trading Technologies Hires New Marketing Agency – Liquid Iron

Integrated Effort Targets Professional Trader Sub-Culture With Insightful Call To Action:

CHICAGO, July 13, 2016 – Chicago-based Trading Technologies International, Inc., a leading global provider of high-performance professional trading software, has hired Liquid Iron to launch its first full-scale marketing campaign targeting professional traders.


Marketing through idioms.

Listen. The voice is power

Idioms express wisdoms that have been acquired throughout history. Born of consistent human behavior, they pack so much valuable insight about life and living into such a small package.

They can help us put neighborly jealousy in check – The grass is always greener on the other side. They can remind us to prioritize our schedules – Don’t bite off more than you can chew. Or even encourage us to ask for help when we need it – Two heads are better than one. (more…)

How to tell a nonprofit brand story with impact.

We’re honored to share with you how one of our clients impacts a world of change each and every day. WomenOnCall is a nonprofit organization with a mission to connect nonprofits with skills-based, professional women volunteers. And through these empowered connections, WomenOnCall makes skills-based volunteering more efficient and effective via on-site — and virtual — projects that require 10 hours of service or less. (more…)

El valor del ciclo de vida del cliente (CLV) desde una perspectiva muy distinta.

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Es curioso, pero a veces los mejores enfoques empresariales vienen de los lugares más inesperados.

Mi padre era un italoamericano de primera generación; sus padres emigraron de Italia a los Estados Unidos a principios de los años 20 con “niente in tasca”; es decir, nada en los bolsillos. Aun así las historias que mi padre contaba sobre su niñez —incluso durante la Gran Depresión— estaban siempre llenas de calidez, felicidad, humor, una imaginación desbordante y sentido común, sin importar cuán dura la adversidad.

Era un hombre lleno de honor y humildad. Y nunca habría pensado en sí mismo como un emprendedor. Pero lo era. Al igual que sus padres, empezó sin nada en los bolsillos. Sin embargo, lo que sí tenía era un profundo amor a trabajar con sus manos. Era carpintero de oficio. Siempre trabajó por cuenta propia. Y aunque su trabajo evolucionó con los años —pasando de llevar sólo carpintería a todos los aspectos de la construcción propiamente dicha— nunca perdió su norte. Siempre se centró en la calidad de su trabajo y el valor que les proporcionaba a sus clientes.

CLV al estilo de mi padre.

Mi padre falleció recientemente. Y me ha conmovido la cantidad de gente que me ha abordado y dicho cosas como: “No me conoces, pero tu padre construyó mi casa y ha sido el lugar más feliz de la tierra para mí.” O, “nuestra casa es de una calidad increíble, no he tenido que hacer una reparación en 40 años.” O, “… los recuerdos más felices de mi vida ocurrieron allí.” O, “… mis siete hermanos y hermanas adoraban cada rincón, especialmente el cuarto de juego, toda nuestra vida la hacíamos allí”.

O cualquier otro de los muchos comentarios sentidos que me dicen que mi padre veía el CLV no como el beneficio neto que iba a sacar de una buena relación con sus clientes, sino como el valor que les podía aportar a lo largo de sus vidas. Ésa era la esencia de mi padre, un hombre que vivió para añadir valor a las vidas de los demás y lo hacía todos los días.

Es ciertamente una perspectiva muy distinta sobre el concepto de CLV. Y es aquélla de acuerdo a la cual vivimos —justo como mi padre hacía—.

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Texto original en inglés de Kathy Bucaro Zobens, socia fundadora de Liquid Iron y renombrada especialista en marketing integrado.




Marketing teams with diversity have a higher ROI.

Diverse Teams F

“If two people were exactly alike, one of them would be unnecessary.”

It’s an old adage and it has been said many different ways and attributed to many different people over the years, but its truism always remains the same. If we all thought alike, came from the same background and had the same experiences, we’d have to redefine the word “progress”, because there probably wouldn’t be much.

For the most successful problem solving, we believe it’s important to build teams of people who think differently, who are willing to look at the problem from all sides and who bring their diverse experiences with them to the table. This ensures that as everyone rises to the challenge they put forward a different perspective. And, it is this multi-faceted view that can best inform the thinking and lead to the big “Aha!” and ultimate, optimal solution.

We’ve seen this type of dynamic team deliver heightened results for years. And that’s why we build all of our teams the same way: assembling brilliant thinkers who bring passion, expertise and different points of view/backgrounds to address and solve our clients’ unique problems.

How a diverse team can increase your results.

Don’t just take our word for it. These scientific studies back it up.

  • According to the Harvard Business Review study The Female Factor, a diverse group of men and women created the best results in collective intelligence as opposed to a homogenous group of males or females.
  • A study conducted by two professors from University of Illinois and The Ohio State University found that individuals who knew they were going into a group meeting with a person who had an opposite view as theirs prepared more and worked harder prior to the meeting.
  • Margaret A. Neale, professor with an expertise in organizational behavior, states in this article, “What feels good may not always reflect the performance of the team.” She further explains, “In fact, teams with a very stable membership deteriorate in performance over time because members become too similar in viewpoint to one another or get stuck in ruts.”
  • Margaret A. Neale partners with Elizabeth Mannix to highlight the importance of diversity of thinking in their abstract What Differences Make a Difference. “By contrast, underlying differences, such as differences in functional background, education, or personality, are more often positively related to performance—for example by facilitating creativity or group problem solving—but only when the group process is carefully controlled.”
  • The McKinsey Study, Diversity Matters, reveals that gender-diverse companies are 15% more likely to financially outperform and ethnically diverse companies are 35% likely to financially outperform their non-diverse counterparts. It goes on to say, “The unequal performance of companies in the same industry and the same country implies that diversity is a competitive differentiator shifting market share toward more diverse companies.”

This is just a snapshot of the research linking team diversity to heightened results. But it clearly supports what we’ve experienced over the years. Bring a diverse group of brilliant minds to the table and you too will experience a boost in effectiveness, creativity and ultimately ROI.