Root & Madison: An Online Advertising Agency

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Viral Videos Continue to Multiply

Heath Griffin - Wednesday, September 16, 2009

In the world of online marketing, it isn’t the ad itself that necessarily creates more traffic, it’s the word-of-mouth the ad creates.  Viral videos are so rightly named for this very advantage they provide, as they spread the word quickly like a virus by getting the people talking in a (sometimes) cheap and creative way.  Viral videos provide brief segments of information, perhaps even a story, that draws in the attention of any viewer that comes across it.  They are designed to stand on their own, be entertaining with no knowledge of the company, and create a face and character for people to relate to.
A common usage of viral videos is in movies.  For example, a cheap way to advertise a debuting film is to release short clips that relate to the movie in some way, but are not actually in the movie, the clips simply build up curiosity.  For example, before The Dark Knight came out in theaters, the film released a viral video campaign that was actually a campaign for Harvey Dent (played by Aaron Eckheart) running for the DA of Gotham.  The videos were short, cheap, nothing special, but it built up even more curiosity and excitement for the film’s eventual release.  On TV, the Sportscenter ads (those short videos involving a player or mascot from every sport) have a viral feel to them, and spread just as fast by word-of-mouth and online.  The “Real Men of Genius” ads by Budweiser are the most effective viral-like campaign on the radio.  People will cross the internet to play those repeatedly for their friends.
In the same vein of online viral videos, Root & Madison has begun releasing its own set of short animations.  These animations are based around the unfortunate story of Barnaby, the marketing director for Big Time Corporation Inc.  Without giving too much away, go check it out for yourself.  www.meetbarnaby.com

Rhetoric Rooters Rejoice

Dalton Vanhooser - Tuesday, September 15, 2009

Twitter and dictionary.com have formed an unusual bond, as dictionary.com has begun posting a new featured word every day.  This is a great little addition to both websites, allowing for advertising for both twitter and dictionary.com.  The feature is great for copywriters looking to exercise their vocabulary and expand it significantly.
From a trivial standpoint, the service allows one to learn words they may even find interesting or humorous, sharing it with friends, perhaps even having a good laugh.  That may be taking it a bit too far, but it is a great little tool for strengthening one’s terminology.  Although copywriters should rarely use heavy, confusing words in their copy unless called for, the opportunity to boast confounding jargon on a daily basis can be entertaining.
Here, check it out for yourself:  http://twitter.com/dictionarycom

Meet Barnaby

Sandra Vanhooser - Tuesday, September 15, 2009

The Geico Gecko, the Michelin Man, the Capitol One Vikings, and now there’s Barnaby for Root & Madison.  Meet Barnaby, a seasoned, luckless marketing director for Big Time Corporation Inc.  Recently laid off from his company because of his online marketing ineptitude, Barnaby represents the businesses in America that ignore their need for service in the online market.  While Barnaby represents the problem in a humorous way, Root & Madison represent the solution.

With the cartoon-like style and entertaining script, the quick viral videos help to grab the attention of the viewer and bring about word-of-mouth.  The featured character is lovable, forcing sympathetic emotions from those who witness his pitiful expressions and his slightly too realistic situations.  While a support group for the internet impaired is a bit extreme, it proves the extent these businessmen are willing to go, but also how often the direction is a little off.

Root & Madison not only helps to point businesses in the right direction, but takes the marketing reins to bring any company a significant growth in traffic.  Don’t be Barnaby, but feel free to enjoy R&M’s new, fun character.

Root and Madison Launch Their Medical Microsite

Sandra Vanhooser - Tuesday, September 15, 2009

Join Root & Madison in celebrating its new microsite.  The recently launched microsite, “We Save Sick Sites”, delves into the importance of a powerful online presence for the medical field.  Through its detailed but to-the-point information, the microsite explains the need for effective online marketing and a strong website that expresses the personality of the field while reaching out to potential patients.

The microsite boasts a quiet, yet effective design that gives a glimpse at the possibilities offered to the doctors visiting the site.  The clean layout focuses on the color blue, the color of dependability, trustworthiness, and cleanliness.  The design and hues communicate both elements of Root & Madison’s dependability in an online presence and of their ability to mirror the characteristics of an effective, immaculate medical establishment.

The doctors expect respect worthy of the prestigious goals they have met in their lives, and Root & Madison expresses that respect through this microsite.  Their time is precious, and as such it is important not to waste it, but provide them critical information quickly that can benefit their business.  Simple imagery that conveys the point but does not overwhelm or distract helps drive the message home efficiently.

It all comes down to seeing it for yourself, experience is worth more than lectures, so click the following link over to the microsite and see what it’s all about.

Less is More

Dalton Vanhooser - Monday, September 14, 2009

Throughout the eighties and nineties, graphic design was overloaded with heavy neon color, grunge collage, and intense imagery.  The definition of “modern” changes with each generation, the design molding to the likes of the culture.  What was modern and “hip” in the previous decades no longer applies in this day and age, or at least as heavily.  Each new decade carries over qualities from the previous decades, but they adapt into their own sense of creativity.  Minimalism has been in design for decades, but it has become a dominant form in this generation.
Minimalism is usually dominated by white, with hints of black, and a highlight of a single other color.  Perhaps in spite of the overindulgence of the previous generations, bringing about simpler designs seems more practical and attractable.  Thin lines, white space, but effective layout and alignments help bring simple pieces to life.  Next time you enter a fancy restaurant or sushi joint, you will notice the simplistic menus (as long as they are not necessarily following the cultural aspect of the food).  These are more appealing to the eye, because the lack of overwhelming imagery gives direction and allows the eye to follow any piece in a comfortable, efficient way.
Minimalistic design is particularly effective in copy-heavy and vehicle-driven (no pun intended) media, in which the design allows the copy or car to be the center of attention, with nothing to distract, but merely accentuate.  Minimalism is also economically sound, allowing for print jobs to be produced cheaper (less colors, less money).  Although simple, the design itself can be complicated to pull off effectively, so designers beware before committing to the style in a piece.  Despite its popularity, not all projects call for this particular design, so never discount other design styles that can be just as creative and efficient.

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