Truth is, neither do we. There are too many, they’re annoying, and worst of all, they rarely change opinions, behaviors, or purchase decisions. Let’s face it, we’d all rather get input from a stranger than admit to being swayed by a paid advertisement. Yet, there is such a thing as a good ad - one people will like, trust, and respond to. It just doesn't look like an ad anymore. That’s where we come in.
We have one job - solving our clients’ problems. That’s what we’ve been doing for the past 23 years, during which time we’ve grown smarter, and stronger, and led our clients into the digital world before their competition blinked an eye. We replaced big budgets with smart ideas, and exchanged the typical creative process with modern technology that allows us to turn on a dime. The result? Clients are receiving solutions to their problems, which helps them achieve their goals, which give us unprecedented client retention.
Please don’t limit us by our titles. They only represent our individual areas of expertise. Each of us wears many hats - capably, willingly and successfully. We can do three times the quantity and quality of work that took 35 people just a few years ago. Sure, the difference includes technology changes. But not as much as our current ability to work in an extremely collaborative environment where everyone is smart, creative, focused and committed to helping solve our clients’ problems.
Has worked on: Estee Lauder, JohnnyRockets, San Diego Chargers, MagLite, SchoolsFirstFCU, FirstTeam Realty, Chapman University, and a few automotive accounts including Toyota, Honda, Nissan, Ford, Hyundai, Volkswagen, Audi, BMW, Infiniti, Acura, Lexus, MercedesBenz
A good day at work includes: Hearing that the big idea we had for a client worked better than expected, and going barefoot.
Favorite quote: "The less you bet the more you lose when you win."
JoleenFitzgerald Chief Financial Officer
Nickname: The Bean Counter
Has worked on: Big numbers and little numbers and everything in-between, but never "creative accounting" (they send you to jail for that stuff).
A good day at work includes: Everything balances and there's nothing urgent left in my basket.
Favorite quote: "Life's challenges - you can't go over them, under them or around them, you just have to go through them one day at a time."
KristenRoberts Account Director
Has worked on: NEXT Proteins, Nissan, South County Bank, Honda, Mercedes-Benz, Wahoo's, Beach Blvd. of Cars, BMW, Acura, Hyundai
A good day at work includes: Record breaking sales, positive customer reviews, Diet Coke in the fridge and spotting the Southwest Shamu airplane.
Favorite quote: "The sun shines not on us but in us." - John Muir
MonicaLyons Media Director
Has worked on: Ford, Honda, Toyota, Hyundai, Mazda, Nissan, DriveTime, Fantastic Sams, Robinsons May, La-z-boy, Arby's, Cocos, Carrows, El Pollo Loco, Westfield Malls, TEDxOrange Coast
A good day at work includes: New projects and completion of projects, positive/fun/productive interaction with media contacts, learning something new every day, new office!
Favorite quote: "This too shall pass."
JesseChilders Graphics Department Manger
Has worked on: American Idol, California Lottery, Bay Federal Credit Union, Maglite, Wahoo's Fish Tacos, N.A.D.A., SchoolsFirst FCU, TEDxOrangeCoast, Pulstar, Nissan, Mercedes-Benz, Audi, Porsche, Fisker Automotive, CPK, Bj's Brewhouse
A good day at work includes: Finding new creative inspiration, learning something new and a good cup of coffee.
Favorite quote: "An intellectual says a simple thing in a hard way. An artist says a hard thing in a simple way." - Charles Bukowski
CelineBauer Account Manager
Has worked on: Nissan, Toyota, Infiniti, Mercedes-Benz, Audi, Porsche, BMW, Chapman University, SchoolsFirst FCU
A good day at work includes: Music, food, and seeing/hearing that clients are pleased with the work that we do.
Favorite quote: "Grief can take care of itself, but to get the full value of a joy you must have somebody to divide it with."
IshmaelSalleh Art Director
Has worked on: Free Duty, Creteseal, Phi Sigma Kappa Fraternity, MVP Sports Centers, Ikazuchi, Corona Millworks, Ideal Drawer Box Inc., Adavnced Millwork Solutions, William Hezmalhalch Architects, SEMA, Datsusara
A good day at work includes: Being happy with a creative design solution, good music to design to and a satisfying lunch.
Favorite quote: "See my shadow changing, stretching up and over me. Soften this old armor. Hoping I can clear the way by stepping through my shadow, coming out the other side. Step into the shadow. Forty six and two are just ahead of me." -TOOL
SeanGilpin Accounts Manager
Nickname: Big Gilp
Has worked on: Hyundai, Ford, Lee & Associates Commercial Real Estate, Wahoo's Fish Taco, TEDxOrange Coast
A good day at work includes: A breakfast burrito, headphones, my favorite station on Pandora and phone calls from my clients telling me I'm a genius (this actually happens).
Favorite quote: "Without promotion something terrible happens... Nothing!" -PT Barnum.
NickDudgeon Senior Account Coordinator
Has worked on: Honda, Acura, Hyundai, Ford, Toyota, Lee & Associates Commercial Real Estate, TEDxChapmanU, Schools First Credit Union, Chapman University, Nestle, IHOP, YMCA, State Farm, J.C. Penney and the Century Council.
A good day at work includes: Office and team collaboration, a detailed to-do list and plenty of sunlight.
Favorite quote: If you can’t get rid of the skeleton in your closet, you’d best teach it to dance. – George Bernard Shaw
MeganHardison Account Manager
Has worked on: Toyota, Ford, Hyundai, Honda, Lincoln, Volkswagen, Chrysler, Jeep, Dodge
A good day at work includes: Mr. Pibb, Laughter, Happy Clients
Favorite quote: “I’m not concerned you are going to fail at anything. My concern is that you are going to succeed at something that didn’t matter.” - Shelene Bryan
KristenShanklin Account Manager
Has worked on: LA World Airports (Ontario), Children’s Festival – South Coast Plaza, Memorial Care Hospitals, Rogers Gardens, Del Taco, Susan G Komen, M.A.D.D, Big O Tires, Penske Automotive, Mercedes-Benz, Audi, Lexus, Infiniti, Ford, Hyundai, Chevrolet
A good day at work includes: A large cup of coffee, new opportunities, successful ad campaigns, and happy clients.
Favorite quote: "Life: it’s not about the breaths we take, but the moments that take our breath away."
LaurenMorfin Account Coordinator
Has worked on: Norm Reeves Acura Mission Viejo, Norm Reeves Honda West Covina, Norm Reeves Honda Cerritos, STACKED Restaurants
A good day at work includes: A sunny day outside my window, friendly visitors and lots of learning.
Favorite quote: “It always seems impossible until it’s done.” – Nelson Mandela
KateSzalay Digital/Video Producer
Has worked on: US Airways, San Diego State University, Napa Valley Tourism, Rady Children's Hospital, BJ's Restaurant and Brewhouse, San Diego ConVis.
A good day at work includes: Margaritas, production forms and royalty free music!… not all together.
Favorite quote: "Just keep swimming, just keep swimming, just keep swimming, swimming, swimming"
FionaMares Motion Graphic Artist
Has worked on: Ford, Mazda, Lexus, Kia, Honda, Acura, Beefeater Gin, Coca Cola, Pacific Life, Fanta, KFC, Glidden, Hoobastank, Alter Bridge, Coheed and Cambria, Tedx Hollywood.
A good day at work includes: Great tunes and fast render times.
Favorite quote: "Design is so simple, that's why it's so complicated." - Paul Rand
Wahoo’s target audience scales above average on beer drinking, yet there was minimal awareness of the many beer options available at Wahoo’s.
For the huge calorie conscious segment, we pointed out Wahoo’s menu has over 25 menu options under 500 calories.
Most of Wahoo’s competitors are not serving wild fish caught daily, nor do they only grill their fish.
Wahoo’s is a fast casual dining restaurant, but was not being considered by many business people as a quick lunch option.
Wine vs. beer preference scaled high from moms with children, yet most were unaware Wahoo’s served wine.
Wahoo’s has always been successful in return customers, but wanted to entice more first time guests in. And they didn’t want to use coupon incentives. We dove into our restaurant industry research while coordinating a consumer survey to quickly find out they had five untouched opportunities.
We developed and launched a series of digital, print and POS advertisements addressing each of these five opportunities. After 6 months, first time visits were up 19% year-over-year.
Newspaper isn’t dead for every advertiser. In some markets we work with local papers to adjust their rates for the latest readership levels. We build messages that show our clients as brands, not commodities. And we monitor each advertisement’s effectiveness through customer surveys. If it all makes sense, then newspaper is still a viable media. Never say never unless you’ve given it your best effort.
Maglite needed help with their LED flashlight launch. Being considerably more expensive than their closest competitor, this important Maglite product launch required a strong value-based message that resonated with brand equity. Creative executions used the visual emphasis of powerful light beams that outshine the competition, with creative headlines not normally found in this important, but somewhat dry, product market.
Stacked Restaurants Social Media
For some clients, like Stacked Restaurants, Social Media works like a charm. For others it’s a necessary evil. Either way, it needs branding, nurturing and constant engagement. From Facebook, to Twitter, Instagram, Pinterest, Tumblr and all those sites that like to challenge reputations, we take earned media seriously. Our staff spends hundreds of hours each month learning what’s next on the horizon and how to use it to our clients’ advantage. Our goal is to always outsmart it.
You may not know their name, but Universal Electronics is the world’s largest developer and manufacturer of wireless control devices for home entertainment equipment. And they consider their annual report as the most important marketing communication piece they produce each year. Our job was to take what might be seen as aging technology and show how advanced it truly is. Our solution was to blend lifestyle creative with visual product mandatories to tell stories surrounding UE’s latest advancements.
Who didn’t want to help develop creative messaging for one of the most beautiful and technologically advanced automobiles in the world? As part of an amazing team, we helped take the new Fisker Karma from creative conception to final brand messages. With a car so unique, we had to let it speak for itself as much as possible. Simplicity that enhanced the brand was the mandate. These two print ads are examples of just that.
BJ’s has had great success with rich media ads, especially when they can act as mini-websites (not microsites, but truly mini-websites). These examples are for a seasonal barbeque food focus, and offered video, menu items, locations and an opportunity to join their rewards program. BJ’s continues to rely on this platform with great satisfaction of the outcomes.
Clearly, a website says a lot about the company. In the B-to-B world, it’s most important, as it is often the opportunity to share the brand story. This website for Bay Hills Capital is only 20 pages, but it is content-rich, navigation-friendly, and succeeded in communicating the company’s professional yet creative way of doing business.
Great restaurants. Even better owners. Especially because they enjoy supporting the communities they do business in. This example is an email offer to local college students and employees where proceeds from dining will be given back to their college. But often these messages can be dry and boring. We made certain it carried the invigorating Stacked brand through to the reader. And yes, it exceeded expectations.
Oh the amazing capabilities of new technology. This robust microsite is actually a banner ad with 6 pages of content, including video. Our job was to create awareness, interest and a call to action for the new Fisker Karma. It included 3 videos that, when the campaign ended, had been viewed over one million times.
Lexus needed to connect with a younger target luxury car buyer, as did Newport Lexus. This creative was used on internet radio, cable, and in rich media. Very cost-effective when it can be re-purposed 3 ways.
How do you promote a brand message, a retail call-to-action, a 30-second video, a beer special, a list of hand-crafted beers, a loyalty rewards program and a location map in one advertisement and still keep it simple? Work with strong creative and great technology.
You’ve seen cheesy car dealer ads with payments so low, they automatically discredit themselves. Well, what happens when you really do have a car offer for only $95 a month? You’d better make it trustworthy, like this one did.
Customer surveys told us people were unaware of the opportunities a store the size of Toyota San Diego could offer. They also shared a common concern that big car dealerships often equated to unfriendly service. Brandtailers developed a series of TV and online commercials to talk directly to these two key issues.
Cerritos Ford was opening a brand new state-of-the-art Ford showroom. Let’s just say it was quite an improvement. Yet we didn’t want the modern look and feel of the showroom to take away from the friendliness their staff has been known for many years. So we developed a series of subtle tongue-in-cheek spots to introduce the new facility and affirm the continued friendly atmosphere.
The recession was in full swing, and the entire auto industry was working together to create incentives and reasons to keep sales alive. Aggressive programs (IRS sales tax deductions, 0% financing, and a variety of other incentives) were in need of reaching consumer ears with a fresh attention-getting approach.
Some Examples of our Insanely Smart Ideas…
who we've worked with
Brandtailers is full of data geeks who fight over getting research projects more than creative jobs. Doesn’t sound much like the world of Madmen, does it? But Don Draper and team wouldn’t know what to do with today’s multi-channel, paid/earned/owned, transparent, consumer driven, one-to-many, on-demand, convergent media world of marketing. We, on the other hand, thrive on it.
• Market Studies
• Competitive Analyses
• Brand Discovery
• Media Research/Planning
The last time we entered some of our creative in a contest we won a lot. But we realized we didn’t care, and that we had more important work to be judged by. That would be work that solves our clients’ problems and delivers a healthy ROI. So, no more advertising contests for us until the awards matter. Meanwhile we’ll focus on turning our insanely smart ideas into insanely effective creative.
• Brand Development
• Graphic Design
• Website and Mobile
• Video/TV Production
• Social Media Integration
We have our own in-house techies and geeks involved in every aspect of our client’s marketing plans. They have to be, because today a great digital ad involves an underbelly that offers the user a multitude of ways to engage. A client’s website needs fast changes to be responsive and relevant to it’s viewers. And, no offense, waiting for someone in India to do this doesn’t work for our clients.
• Web Programming
• Search Engine Optimization
• Web Hosting
• Website / Database Auditing
We’re media agnostic. With our years in TV, radio, print, outdoor, direct mail, pre-roll, internet radio, landing pages, microsites, rich media, banner ads, electronic billboards, email and more, we do not take commissions intentionally to stay ethical in our recommendations. We’re also big proponents of Converged Media: the blending of Paid, Earned and Owned options, which we adjust to each client’s specific needs.
• Market Studies
• Competitive Analyses
• Brand Discovery
• Media Research/Planning
These days, marketing budgets are often broken into a whole lot of small efforts that hopefully converge to make one big success. But rarely do we see clients who have the time, or know-how, to accurately monitor these efforts and make sure each is pulling its own weight and being adjusted as needed. But we do. And, once again, since we’re media and marketing agnostic, we only care about one thing – is it working?
• Web Analytics & Measurement
• Social Media & Customer Monitoring
• Data Analysis & Reporting
• Customer Data Management
It's About the Idea.
Today’s constantly growing technology has leveled the playing field for marketers. It’s no longer about who has the biggest budget, it’s about who has the best idea. An insanely smart idea is capable of solving client problems like never before, and rarely needs the expensive media exposure of days gone by to make an impact. This is the environment Brandtailers knows best, where our insanely smart ideas solve problems and drive greater ROI for our clients. Our core capabilities are a means to this end.
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