• The Martin Group Is Looking for a Graphic Designer

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    The Martin Group is on the lookout for a talented Graphic Designer with a blend of creative thinking and hands-on execution skills that is quick on their feet. This work involves all media platforms, including:

    • Logos and branding
    • Digital communications, websites, mobile apps and emails
    • Marketing materials
    • Print advertising
    • Television and video

    Graphic Designers need to be natural visual thinkers, ready to expand on their skills and learn from senior art directors in order to flourish. The job demands the confidence to creatively assertive ideas and the passion to sell ideas to peers and clients. A Graphic Designer will also have some responsibility to help develop the design offering of an agency. Pro-active in approach, and with a genuine understanding of the visual medium, the role is very ‘hands-on’ and often busy.

    A day in the life of
    A Graphic Designer’s tasks will often include:

    • Generating original visual executions that are both exciting and creatively attractive
    • Delivering work of the highest quality after working with team members to develop new ideas
    • Working with the senior art director and account managers to establish appropriate creative directions
    • Staying abreast of new media formats and learning how to incorporate them into campaigns
    • Working with senior designers and senior art directors to establish new skills and insights
    • Visually execute company-wide creative initiatives for self-promotional materials and new business initiatives

    Skills required

    A Graphic Designer needs a wide range of design and creative capabilities. These include:

    • An strong understanding of creative design and layout
    • Strong skills with design software such as InDesign CC, Photoshop CC and Illustrator CC
    • The ability to build creative and unique ideas
    • The confidence to communicate your ideas and sell them to peers and clients
    • The flexibility to adapt your ideas to suit client expectations
    • The willingness to work to tight deadlines in high pressured environments without compromising on work quality
    • An awareness of digital media and evolving online platforms
    • An innovative approach to the ways in which advertising is executed
    • A track record of inventive and compelling design work
    • Being team oriented and a willingness to collaborate with others
    • Must remain positive under difficult circumstances and have a strong work ethic

    Graphic Designers are expected to present their work in a way that absorbs and engages particular audiences. A good portfolio will give a junior director an edge, so it is important to document all projects.

    • Knowledge of Power Point and After Effects is a plus

    If interested in this opportunity to work with one of WNY’s fastest-growing companies in our Buffalo headquarters, please email Creative Director Dave Riley at dave@martingroupmarketing.com.

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    The Martin Group

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  • Renaissance Has Been Good to Buffalo But Traditional Businesses Still Thrive.

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    I moved back to Buffalo nearly seven years ago, so I’ll gladly take credit for the renaissance that is going on in Western New York.  The Buffalo/Niagara Medical Campus, Canalside, HarborCenter and the seemingly constant renovation of historic gems have this area booming for the first time in most of our lifetimes. The greatest thing about this uprising is that while a lot of the new development is exciting, some of the local stalwarts remain, namely the local restaurants.

    I took a look back at my Buffalo News restaurant reviews from high school, and was thrilled to see that most of the restaurants remain in business nearly 20 years later.  A few of them have changed locations, or expanded.  The key here is that there was a successful economic base in Western New York in the form of restaurants — we love to eat and eat well (more than wings).

    The renaissance is working because it’s adding to the great history that was already here. For example, one of my reviews was of Pizza Plant, which, of course is now adding its first downtown Buffalo location right in Canalside. So now, restaurants that my generation went to growing up, are expanding into the revitalized areas of Western New York. It’s great for our city’s future.

    I typically reviewed places I had been to multiple times – so the reviews are quite positive (I was also 15, so my descriptions aren’t particularly detailed). Apparently the rest of Western New York agrees with me:

     

    January 28, 1997 – Schwabl’s Restaurant

    Buffalo has always been known for its roast beef. In my opinion, Schwabl’s at 789 Center St., West Seneca, is one of the main reasons why.

    From the first moment you enter to the last bite on your plate, you will absolutely love Schwabl’s. My favorite meal is the roast beef sandwich on white bread, soaking in gravy. The beef is cooked perfectly to your liking. When I ordered it rare, it was about as rare as you could want, and extremely tender. The roast beef is also served on kimmelweck rolls (covered in salt and caraway seeds), a Buffalo tradition.

    (UPDATE: Still thriving at the same location – and still great).

     

    March 4, 1997 – Chef’s Restaurant

    Located at 291 Seneca St. at Chicago Street, Chef’s is very close to North AmeriCare Park and Marine Midland Arena. It also is one of the best Italian restaurants in the Buffalo area.

    Chef’s restaurant is well-known for a very good reason: the incredible food. If you are going to get an appetizer at Chef’s, I recommend the zucchini salad, which consists of zucchini with red peppers and Italian dressing. My favorite meal at Chef’s is veal parmesan, which is breaded veal with melted mozzarella cheese and meat sauce. If you don’t want veal, you can order the chicken parmesan, which has a similar flavor.

    (UPDATE: They’ve expanded and added takeout, but that didn’t affect the quality. On a personal note, my wife and I held our rehearsal dinner in the French Connection room. Oh yeah, and the nearby ballpark and arena have new names…)

     

    June 3, 1997 – Original Pancake House

    At breakfast time, I suggest getting the buckwheat pancakes. These are dark brown and served with maple syrup. They are more flavorful than regular pancakes and are truly delicious. Another excellent item is pigs in a blanket. The “pigs” are link sausages and the “blankets” are buttermilk pancakes. These are served with “tropical syrup,” which combines orange and pineapple flavors.

    (UPDATE: Three locations throughout WNY. I mentioned in my original review that I was not a fan of the omelettes, but they have grown on me over the years.)

     

    February 3, 1998 – Taste of India

    Indian food is a rare delicacy in the Buffalo area. When I first visited Taste of India, located in the Northtown Plaza in Amherst, I had not experienced Indian food. When I completed my meal, I had acquired a taste for traditional Indian cuisine.

    Every weekday at Taste of India, a lunch buffet is served. It is all-you-can-eat and includes many items that are on the regular menu.

    Indian food is very rich, so you have to pace yourself. My favorite dish at Taste of India is the sang panner, a homemade cheese mixed with curried spinach. It is truly extraordinary. The cheese is all melted, but its flavor stands out. The sag paneer, which melts in your mouth, is one of the Taste of India’s many vegetarian specialties.

    (UPDATE: Well – the Indian restaurant boom must have come after this review. They are all over the place, including Taste of India’s sister restaurants Jewel of India and India Gate, which are on Hertel and Elmwood, respectively.)

     

    June 22, 1999 – Franco’s Pizza

    My favorite item at Franco’s is the Franco’s Super Sub. This is not part of a healthy diet, but I save my calories for it. This enormous sub contains Italian sausage, ham, capicola, hard salami and fried peppers and onions. It also includes mayonnaise or oil and melted cheese. Warning: This is a very large sub . . . no sane person can eat a whole one by themselves. It is 12 inches long. If you plan to eat it yourself, order a mini (8 inches).

    The regular pizza at Franco’s is pretty standard. However, the Mexican pizza is outstanding. It comes with beef, piquant tomato sauce, Mozzarella cheese, sweet peppers, onions, black olives and cheddar cheese. The combination of flavors creates an amazing pizza.

    (UPDATE – Still very much in business, now with five locations – I’ve been sticking to the regular pizza there lately and it’s great.)

    Oliver is a Senior Public Relations Manager for Martin Davison Public Relations. The UConn grad also worked at ESPN and First Niagara Bank prior to joining MDPR.

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    The Martin Group

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  • We’re Hiring: Vice President of Business Development.

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    The Vice President of Business Development is responsible for all sales and marketing activities of the agency, as well as the creation and implementation of a business development plan, which includes prospecting, lead generation and qualification, and presentation development and follow-up.

    The Vice President of Business Development will be a “hunter” who has a successful track record in the WNY (Buffalo-Rochester) area; has developed excellent relationships with “C-level” contacts and their direct reports; and who has his/her finger on the pulse of the region. When necessary, it may also be requested that the Vice President of Business Development cultivate relationships and meetings outside WNY on a national basis.

    The Vice President of Business Development will:

    • Define and develop a new business strategy tailored to the needs and business objectives of the agency
    • Assess TMG’s competitive set both in Buffalo, Rochester and beyond to determine how to best position TMG’s strengths to win new business
    • Develop and maintain a prospect database, and engage in regular contact with these prospects
    • Continually develop new business for The Martin Group (TMG) by identifying target clients, generating prospect lists, networking, meeting with target clients, arranging meetings for the new business development team, and selling all service lines
    • Cultivate and expand existing business relationships through frequent communication and regular client visits
    • Proactively identify and respond to Requests for Proposals (RFPs) that TMG should answer, in addition to those RFPs TMG receives from unsolicited sources
    • Spearhead TMG’s responses to ALL RFPs, including writing the response and coordinating all aspects of the process
    • Help develop sales materials, portfolios, capabilities presentations and other collateral for the agency
    • Produce revenue by generating project opportunities and clarifying the scope of projects with clients
    • Identify future project needs of clients and minimize engagement disruption through managing engagement and ensuring clients’ expectations are met
    • Ensure approved business contracts are executed by taking responsibility for the completion of all engagement paperwork, including the timely receipt of signed engagement letters
    • Support team goals of TMG by participating in strategy meetings, including discussing client pipeline, marketing strategies, and current challenges
    • Provide for timely collection of receivables by monitoring payment of client invoices

    Requirements:

    • Current knowledge of – and contacts in – both the Buffalo and Rochester markets
    • 10 – 15 years experience with at least 8 – 10 years of experience in business development
    • Solid experience developing successful relationships and closing major accounts
    • Excellent organizational and writing skills for preparation of RFP responses
    • Engaging and captivating presentation skills to pique interest of prospective clients
    • Experience in Prospecting and Sales Planning Cycles
    • Territory Management
    • Proven track record of meeting – or exceeding – specific sales goals
    • Advertising agency experience preferred
    • Completion of a “DiSC” analysis
    • References may also be requested

    If interested, please email Chief Financial Officer Tim Coppola

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    The Martin Group

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  • TMG’s Favorite Super Bowl XLIX Commercials.

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    Sunday’s Super Bowl was the most-watched in the event’s history, with 114.5 million U.S. viewers and topping out at 120 million during the crazy ending that saw the Patriots beat the Seahawks 28-24.

    Does that mean advertisers who ponied up $4.5 million for a 30-second spot got their money’s worth? As always with the Super Bowl, there were winners and losers in the advertising world as well. And clearly Nationwide’s depressing Make Safe Happen ad was the big loser; this might have been the first time a Super Bowl advertiser has had to release a statement defending its commercial.

    There were plenty of winners, though. We polled our TMG experts on what ads resonated best with them from Sunday’s big game.

    The “No More” anti-domestic violence ad. No puppies, celebrities or explosions. Startling in its simplicity. Best ad I’ve seen in years.
    —Duane Bombard, Vice President | Creative Director

    I loved the Budweiser commercial with the puppy. Just a good-feeling commercial!
    —Lisa Braun, Senior Accountant

    My favorite would be the Mountain Dew Kickstart ad. There were a lot of serious ads this year, and the Mountain Dew one was funny. I watched it wondering what the ad was about; it wasn’t obvious and I liked that. Just showed you something funny.
    —Sarah DiPofi, Public Relations Coordinator

    I was pretty blown away by the Always Like a Girl ad. In a year when some advertisers fell flat trying to be too serious, Always nailed it with this thought-provoking, entertaining, inspiring commercial. Their #LikeAGirl hashtag has generated tremendous social media engagement and user-generated content as well — exactly the purpose they intended.
    —John Jiloty, Social Media Manager

    The Fiat/Viagra commercial. Absolutely perfect for an Italian car maker!
    —Sharon Linstedt, Senior Public Relations Counselor

    Fiat X commercial, no explanation needed
    —Chase Martin, Operations Coordinator

    The star of the game might very well be the stadium itself. With a structure by Architect Peter Eisenman and pretty much everything else by the best design firm on the planet (Pentagram), it’s kinda hard to argue.
    —Greg Meadows, Vice President | Creative Director

    My definite favorite was #SettleIt for Skittles. I laughed right out loud at the muscle-bound right arms of all the small-town inhabitants — especially the baby — as they arm-wrestled for the last yellow Skittles. In this context, humor is always a safe bet. Despite my disdain for how Marshawn Lynch handles press conferences, there was also nice product placement in the game itself as Lynch popped some Skittles pregame.
    —Kelli Putney, Senior Vice President | Brand Strategist

    My favorite spot was the Dove Men+Care Real Strength spot. I typically favor one of the funnier ads but this one really moved me and captured the emotions of being a parent, specifically a dad. Plus I like their products.
    —Dick Shaner Jr., Senior Vice President | Public Relations

    The Dove Men+Care TV spot really resonated with me (and brought a tear to my eye!). I think the brand did a great job of staying true to their “Real Beauty” position while introducing their product to the male demographic. The reality is they were probably targeting the female in the household who most likely would be purchasing the product for her significant other and I’m a sucker for a TV spot that shows a dad with his kids. Mission accomplished, Dove!
    —Lisa Strock, Senior Vice President | Client Services

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  • Top Seedz

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    Cracking the code of marketing profitability.

    Challenge

    Top Seedz, an emerging cracker manufacturer that targets health-conscious families, athletes, and outdoor enthusiasts, was intent on growing their ecommerce sales and holding their marketing spend accountable in a rapidly growing wellness-driven market, but had limited visibility into paid media performance and no attributed profitability to spend. The Martin Group helped Top Seedz address this blind spot by focusing on performance-based outcomes across leading digital media platforms.

    Solution

    Once our team gained access to all digital platforms, we ensured accurate tracking from all sources, prioritizing paid media. Once we had attribution established, we performed an analysis to go beyond ROAS (Return on Ad Spend) and created a custom Top Seedz POAS (Profit on Ad Spend) metric.

    This custom POAS analysis factored in all marketing, operations, and product costs against the revenue attributed to paid media, providing a true profitability assessment. Our team then developed a reporting dashboard to ensure campaign performance transparency and profitability, while also giving Top Seedz a look at customer acquisition costs.

    With the proper tools in place, our team prioritized driving website sales while maintaining the highest levels of profitability and efficacy across digital media platforms. Our team also leaned into key audiences for Top Seedz, including sports enthusiasts/fans, families with youth athletes, and women seeking healthy snack options for school lunches and their households.

    Every month of the campaign, we were able to identify trends, opportunities for testing, and new audience segments, as we toggled budgets to optimize performance based on real-time data.

    Results

    Capturing high-intent shoppers through advanced audience targeting achieved and maintained profitability every month across all platforms including Google, Amazon, and Instacart. The real-time reporting dashboard provided full visibility, yielding quicker optimizations and pivots to lean into the strongest areas for increased profitability.

    Our team expanded campaigns within each platform and tested newly available ad units to reach new audiences and categories (lke Amazon Prime Day), fueling upper-funnel growth and long-term opportunity. We ultimately succeeded in doubling their investment, while for the first time providing Top Seedz complete transparency into their media campaigns.

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