You launched your business in 1997. With the role of an advertising agency dramatically changing over the years, what do we really need from this type of business? Help in planning, researching, creating, producing, picking media … all of these, or none of these?
The change is remarkable. The role of advertising agencies has evolved with innovations in technology. This has caused the expectations of consumers to change, too. We now know that consumers want a relationship with a brand. It’s no longer a single, “broadcast” style method of communication. Within the digital space (online), we’ve moved to a two-way conversation – the brand shares a message and the consumer responds. We help our clients engage in that conversation from conception to delivery.
There are hundreds of ad agencies out there, and it’s impossible to interview each and every one. How does someone go about picking the agency most suited for their company?
It’s all about the relationship – the fit – between the client and the agency. Look at it as a long-term partnership; working with an ad agency should be like hiring a marketing department for your company. Our clients appreciate collaborating with a full-service agency because they have a broad base of specialized knowledge working on their account – they’re able to tap into different types of expertise (ie: media buying, brand strategy, social media, website design, graphic design, etc.) and that leads to certain efficiencies.
From a home-based business to a full-service ad agency, what has been your secret to success for the past 17 years?
We’d have to say that it’s based in good relationship building, both with our clients and the people we work with. We’ve also been very fortunate to have longstanding relationships with some of Vancouver Island’s most-loved brands. Those larger clients have given us stability, allowing us to take on individual smaller clients and projects. Our company’s growth has been slow, planned and calculated and our team has become family, and we’re so grateful to them for that. Also, we really love what we do. We get excited and inspired about finding creative solutions to the challenges our clients face – their success is definitely something we celebrate.
With the ever-changing social media landscape and digital technology, how difficult is it to keep up in such a competitive market?
As an agency we’re living in the “new normal,” right now, as it happens. Our team is immersed in technology and we’re always sharing what we find inspiring or exciting with the rest of our team (and our clients, too!). Most of our clients have realized that the conversation in the digital space is happening with or without them. What’s really important, for all our clients, is that marketing, digital or otherwise, is tied in to a strategy. That’s what makes working with an agency so worthwhile.
Your company loves to design and create marketing solutions for your clients. Can you describe one or two of your favourite ones?
I think we’d all agree that the Special Moments Road Trip campaign we did with Island Farms last summer was an agency favourite. It was such a fun project. It started with a Facebook contest where Island Farms fans shared their own special ice cream moments. From there five stories were chosen and then we had a great time planning surprise visits for the special winners. We were all over B.C., from Victoria to Prince George to Nelson. We also had a branded RV with our film crew recording and creating special moments for us to share with our Island Farms Facebook fans. There was a huge amount of coordination involved, and moments of drama (and laughs!) when the unexpected happened. As a fully integrated campaign this is a good example of the full breadth of Holy Cow’s expertise; anchored by social media, we also used point of sale print, transit buses and billboards, cinema pre-roll, a 30-second TV promo and a partnership with CTV. The campaign created lots of buzz for Island Farms, and was a real joy for us. You can see it on the Island Farms Dairy page on YouTube. On a smaller scale, helping Sidney’s Thai Corner Restaurant with new logo, direct mail brochure and menu design has been very tasty and satisfying as well!
Your company launched THINKBrand 2014 earlier this year for local businesses in our community. How did this come about and what successes have come out of it?
THINKBrand had been in the works for quite some time and we were considering various community partners and models for delivery. When we were approached by the Saanich Peninsula Chamber of Commerce and Sidney Meet Up, we knew it was a great way to launch the series. Erin Brocklebank, Holy Cow’s Brand & Communications Strategist, has been leading the interactive workshop series. We’ve held three of the four sessions on branding for small business owners already. With 32 participants, insightful discussions, fun exercises, peer learning and tons of laughs, we can proudly say it was a spectacular way to kick off this new series. We had excellent feedback and are planning to run the THINKBrand series again soon.
We are celebrating small business in this issue of Seaside Magazine. What tips can you give our readers about your experience operating a business on the Saanich Peninsula?
Owning a business on the Saanich Peninsula is unique. It’s a market that relies on community connections and we have always loved being involved in our community. Get out and mix with other business owners – you can learn from each other. As entrepreneurs know, owning a business is a labour of love. Surround yourself with people who are the best at what they do. With that comes the confidence and belief in your business. Then it’s all about putting in the hard work, the time and the risk that it takes to be a business owner. We are obviously strong believers in the power of effective branding. When you start a business, your visual identity is crucial in establishing who you are and what you stand for. Once you know what you want to say, get your message out there!
Photo by www.nuttycake.com.
