Thinking Archives – Triad B2B Agency

June 11, 2019June 11, 2019

Energy Trade Show Attendees Shown a Bit of Southern Hospitality

Triad B2B Agency has been a part of the oil and gas world since our inception nearly 25 years ago. We have been a trusted business-to-business marketing partner for countless companies, developing branding and growth strategies as well as creating the materials to help our clients attract and retain their customers.

Many agencies claim to be “in-tune” with their clients but will still manage projects from behind a desk. Triad prefers to see itself as an extension of our clients’ sales force, putting boots on the ground to help them reach their goals. This is what makes us uniquely capable to help the B2B marketer, and what led us to host one of our most successful events to date.

Cigar Bar by Sabino Sotelo
Southern Exposure guests playing cornhole
Southern Exposure sliders and hors d’oeuvres

With so many clients and friends attending the DUG Permian Basin Conference in Fort Worth last month, Triad decided to host a fun, casual event to bring everyone together. We partnered with Atlas Sand, CSI Compressco, Fuelco, Impact Selector, Summit Casing Equipment, and Zeeco to throw an evening meet-and-greet for oil and gas professionals attending the conference. After landing on a ‘Southern Hospitality’ theme, we created invitations, signage, and other branded elements. Along with our six co-sponsors, we invited companies we knew, as well as new acquaintances from the conference.

Acoustic trio, Three Lane Road
Good drinks and good conversation
Triad jokes and smokes

The event was hosted on a large outdoor patio, with live music, hors d’oeuvres and cocktails, cornhole, a cigar roller, and raffle giveaways. We had a great turnout with representation from dozens of different oil and gas companies. The feedback was overwhelmingly positive; guests relaxed and had fun, all while meeting like-minded people within the industry.

Conventions and trade shows are a great way to share information, but often it’s the unofficial, more casual setting that is conducive to fostering lasting connections. Triad enjoys being a part of our clients’ lives and a part of promoting innovation within the oil and gas industry, because B2B is our Business™.

Bird’s eye view of Southern Exposure
Overcast Spring evening for patio time
Thank you to our guests and co-sponsors

If we didn’t see you at this event, we hope to see you at the next!

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April 1, 2019April 1, 2019

7 Takeaways from the 2019 World Oil Forecast Breakfast Infographic

Get Triad’s New Infographic, 7 Takeaways from the 2019 World Oil Forecast Breakfast. Download the digital PDF or get the limited print poster mailed to you for free.

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September 25, 2018

The History of SEO

The story of SEO (Search Engine Optimization) is intertwined with the evolution of the modern search engine. The history of SEO is the history of the search engine, the devices we use, and the internet itself.

Pre-Internet

30 BCE

The Great Library of Alexandria burns to the ground. The destruction of the library erased untold knowledge collected from around the world.

1945

Director of the Office of Scientific Research and Development Director, Dr. Vannevar Bush, proposes a common record. A collection of data and observations to be amended, improved, and revised to reflect current knowledge and understanding, a singular compilation of all contemporary knowledge. A radical idea prior to the internet.

The Pre-Google Internet

1990

McGill University student Alan Emtage creates Archie, progenitor of the modern search engine.

1993

Stanford students create Architext, the first search engine to sort search engine result pages (SERPs) by keyword density.

Website owners can manually submit their sites to ALIWEB for search engine indexing.

Search engines begin using web crawler robots to sift website content for indexing.

1994

Search engines begin to resemble how they look today (AltaVista, Lycos, Yahoo!).

Protective foam equipment seller Greg Boser begins researching how to optimize his website to increase traffic and drive sales.

1996

Google co-founders Larry Page and Sergey Brin start building BackRub (Google), a search engine that emphasizes backlinks as website ranking criteria.

1998

Google goes live.

The Wild Frontier of 90’s SEO

Early search engine ranked website pages based on the amount of times the queried search term was found on the page. This led to people stuffing their web pages full of often-searched keywords. This practice overflowed into excessive meta-tagging of pages. Many optimizers also engaged in churning out spammy, low-quality backlinks to improve their SERP position. These bad practices were specifically targeted by Brin and Page as they developed Google. Their new search engine would rank websites based on keyword relevancy AND content quality.

2000 – 2002 SEO’s Intermediate Years

This time period was a struggle as search engine developers looked for ways to guide and motivate website owners to optimize their content the right way. Google labored to separate advertising from the function of the search engine. They provided guidelines on how to optimize website content the right way. This is commonly referred to as “white hat” SEO. However, without ranking penalties for bad behavior it did little to allay exploitative, “black hat” practices.

The Rise of Google

2003

Google algorithm update Florida institutes penalization for keyword stuffing.

2004

Google makes its first step towards voice search by combining customized urls with telephone calls.

2005

Google, MSN, and Yahoo! unite to reduce spam links and website comments by instituting NoFollow link attribution.

2006

Google launches Google Analytics, Google Webmaster Tools (Search Console), and purchases YouTube.

Search engines universally adopt XML sitemaps (search engine bot sitemaps).

2007

Google Universal Search arrives adding news, images, and video to web search results.

2008

Google Suggest (autocomplete) beings showing search suggestions based on aggregated data.

2009

Microsoft’s search engine, Bing, launches.

Bing and Yahoo ally to combat Google’s 70% US search engine market share.

Expanding Search Results

2009

Google begins delivering real-time search results including breaking news and social media posts. SEO became a concern for journalists and social media managers.

2010

Google announces site speed is a ranking factor.

Bing and Google further integrate social media by showing related social media posts in the SERPs and assigning PageRank (measure of link’s relevance and authority) to frequently linked profiles.

2011

Google’s Panda update course corrects its algorithms to downplay ad-riddled content farms specializing in frequent, high quantity/low quality content posting.

2012

Google introduces enhanced search feature Knowledge Graph, focused on search intent and semantics often displayed in knowledge panels, carousels, and boxes.

Google Penguin update penalizes web pages with spam links that do not complement the page’s H1 (header).

Above the Fold update begins penalizing sites with heavy advertising in the above-fold area.

2013

Google Hummingbird update better interprets conversational language used in mobile and voice search.

2014

Google Pigeon update improved map and local search queries by implementing the spelling correction, synonym, and knowledge graph features of other search functions.

Moving Beyond the PC

2015

Google mobile update begins penalizing mobile unfriendly websites and pushing websites towards responsive design.

2016

Google introduces Accelerated Mobile Pages (AMPs), resource-light pages designed to instantly load content on mobile devices.

2018

Google begins mobile-first indexing.

SEO in 2018 and Beyond

Contemporary SEO is About the User.

Every Google update is focused on providing a better experience for the user. You can do five things to please the people and the robots.

Provide quality, original, updated content
Recognize what searchers want and give them more of it
Design your website for the best user experience possible on all devices
Make your website and changes easy and straightforward for spiders to index
Link your website to relevant, high-quality websites and disavow bad links

Check Here for more information about the digital services Triad B2B Agency offers. Or, get in touch with us directly by Email or Phone 214-953-6223.

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August 28, 2018

“You Don’t Meet Many Dumb People in Advertising,” and Other Advertising Lessons

I got my first job in advertising as the result of a college paper I’d written. It was about a scene from Shakespeare’s “Henry IV Part 1,” where Falstaff — not scared to be a coward — is questioning the whole concept of “honor.” I was there, interviewing for a job any young writer would die for, with no experience, no advertising credits in college, and no advertising portfolio.

Little did I know, I was talking with a local legend in Dallas advertising: the late, great Les Gibson. I would come to have a lot of good stories about him in later years.

“It’s good writing,” he said, when he finished reading my paper. “But what do you know about advertising?” Part of me felt frozen. Was this my Falstaff moment? Should I stay and fight? Fold up and disappear? Or try to talk my way through it?

“I’ve never had the chance to write an ad, but I’m willing to learn,” I found myself saying, not sure what he would make of the answer. But a thought seemed to cross his mind, he got up from his desk, told me to hang on, and disappeared down the hall. A few minutes later, he returned with various objects and papers in hand – a bar-code reader, some pictures of software screens, and a painted porcelain eagle.

“Three spec projects, if you want to take a shot,” he said, laying the items on top of his cluttered desk. “The bar code reader reads bar codes, and this model is the newest and smallest one. The software needs a name and an ad written. The eagle is for an ad in The Reader’s Digest. Call me next week and show me what you’ve got.”

I left the interview feeling equal parts excitement and fear about the speculative “test” work I had just been given. I wasn’t really sure where to start! So, I did the only thing I knew to do at the time: I looked for answers in books. I bought a hardbound classic called Ogilvy on Advertising at the local bookstore that afternoon, and read it cover to cover, including captions, that evening. It was a joy to read, and it told me everything I needed to know that day.

I called Les the next morning to say I had the ads ready

He told me to come in. “Let’s see what you got.”

Introducing the best little bar code reader you can get your hands on.
Give yourself a hand around the office with 9.2.5 software.
This timeless masterpiece is yours forever … in four easy payments of just $69.95.

Les smiled when he saw the first headline, then took a red pen to my copy. “You’re missing something, here,” he said. “Something important. If you want to write copy, it’s one thing you can never forget.”
Then he said something else unforgettable: “I’m rolling the dice here, but I’m willing to take a chance on you.”

Here are some advertising lessons I learned that day

Don’t let a lack of experience stop you from pursuing your goals. If you think you can do it, you probably can.
You can learn what you need to know quickly, if you look in the right places.
Work is always best when it’s fun, so make it that way.
Seize opportunities, they are important.
Show your enthusiasm. It’s the only way others will see it.
Put time on your side; you might need it later.
Let people know your interest – that’s the first step in collaboration.
Apart from headlines, photo captions are the most-read part of an ad.
Give young people a chance. There’s a first time for everything and everybody.
Remember those who took a chance on you.
Always include a call to action in your copy.

– Tony Ammerman, Sr. Creative Contact

About Tony

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August 3, 2018August 3, 2018

24th Anniversary President & CEO Letter

I want to start off by sincerely thanking everyone associated with Triad over the years – employees, current and former, suppliers, and our clients. Without the efforts of each of you, Triad would have never achieved the longevity it has. I truly understand and appreciate your contribution to the development of Triad.

Given that Triad is about to become 24-years old, this is the 23rd anniversary letter I have written. While it would seem that at some point there is really nothing new to cover, every year seems to bring with it new developments, opportunities and challenges, and advancements.

This 23rd letter is no different. There is a great deal of excitement surrounding the agency, and it feels as if Triad is moving in a strongly positive direction. Since last year, we have added eight new clients, and several more clients will be signing on soon. Our range of B2B marketing services continues to expand, as we have added to the scope and sophistication of our web design and development capabilities, while making significant strides in the depth of our digital services.

Under the direction of David Hospodka, Triad’s creative director, the agency’s creative team is producing marketing materials that underscore the quality of our clients. Additionally, the work being done by David and his team is delivering a quality of work that is providing a strong level of support to our clients’ sales efforts.

On the operational side, Cheryl Roberts has taken on an active role in the day-to-management of work moving through the agency. Based on her years of project management experience while working at EDS, Cheryl brings an added dimension of organization to the operation of the agency.

In late 2017, Triad merged with Sugarek Marketing, and in the process added one of the energy industry’s best marketers, Joe Sugarek. Joe’s range of knowledge of the oil and gas industry is impressive, and his coming on board increases the agency’s B2B marketing expertise.

Every year, when I write the agency’s anniversary letter, I marvel at how very fast the time has passed since that first day, August 4, 1994. On that day, I had a vision of Triad as a premium B2B agency, delivering a broad range of agency services…with professionalism, integrity, and a real willingness to work with our clients as marketing partners. I have since learned that initial vision is actually a journey and not a destination…because as time has passed the bar we set for Triad moves higher.

Running Triad has been one of the real highlights of my life, and I am excited about this next stage in the company’s development. And I look forward to celebrating our 25th anniversary this time next year.

Regards,

Tom Prikryl
President and CEO, Triad B2B Agency

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July 24, 2018

5 Reasons to Embrace an Outsider Perspective

I was amazed, when in college, by how many of my peers knew what their major would be while in their freshman year! I did decide, but even today I find myself fascinated by so many areas of discipline and enjoy exploring new realms that I joke I have yet to decide what I’ll be “when I grow up.” When you approach new opportunities and possibilities in this way, it is not unusual to experience resistance and skepticism by those who have trained and studied in a specific discipline. I strongly believe the ability and desire to learn new things are paramount to happiness and fulfillment, and contend any organization that embraces this perspective is better off for five main reasons.

“Where all think alike nobody thinks very much.” – Walter Lippman

Reason #1: Shake Things Up a Little

When you are watching a play unfold in front of you – whether football or theatre – you are able to see a wider perspective. The trick is to not approach your fresh perspective as Monday Morning Quarterbacking, but in fact to challenge the way things have always been done with appropriate reverence for foundational principles. Insiders may be too steeped in the organization’s past practices to envision new approaches, and therein lies the outsider’s value.

Reason #2: Excuse for Asking Questions

I cannot tell you how many times I have spoken up to ask a “stupid” question when everyone else acted like they understood … only to discover many people didn’t understand, but were hesitant to unveil their ignorance. When you have been in an environment long enough, it is often viewed as unacceptable to ask a very basic question. When you are an outsider, it is expected. Take advantage of this and ask those questions! By doing so, you are giving others an opportunity to learn something they were supposed to have known all along.

Reason #3: Apply “Foreign” Principles

When I worked for General Motors, the Japanese methods of continuous improvement were embraced – Kaizen means “change for the better.” This constant, continuous improvement is a mindset that can be applied anywhere, at any job.

This works not only for principles and philosophies, but sometimes tools and techniques. What works at a law firm to improve processes may also work at an advertising agency.

Bringing someone on board from another industry or profession is practiced all the time … it’s called Consulting!

Reason #4: Brainstorming

In order to truly brainstorm, everyone must agree there are no bad ideas. This is a tough one, though, when an outsider doesn’t have the same background as most of the team and doesn’t speak the same “language.”

A team that truly embraces brainstorming will encourage participation by EVERYONE … especially those with varied experience.

Mark Strand, captured these feelings in the opening lines of his poem, Keeping Things Whole. “In a field, I am the absence of field. This is always the case. Wherever I am, I am what is missing.”

David Burkus, a Forbes contributor, put it this way:

“As individuals grow in their expertise, their opinions about what won’t work may grow because of past experiences trying similar ideas and failing. Those with enough expertise to generate an idea, but not enough to dismiss it untried, end up testing more ideas and, even though most still fail, every once in awhile they discover an untried idea that leads to disruptive innovation.”
– Why Innovation Needs Outsiders

Reason #5: Identify New Opportunities

I have enjoyed the opportunity to be a “connector” through my exposure to and experience in various industries. For example, a client looking to trademark their branding appreciated the fact I could connect them with an intellectual property attorney. A diverse set of competencies and backgrounds can also provide a unique perspective to identify opportunities to enter new markets, target a different type of client, and develop professional relationships and cooperative agreements.

I guess I will always be an outsider of sorts. I am thankful for the discomfort in order to enjoy the benefits.

– Cheryl Roberts, Operations Manager

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July 10, 2018July 11, 2018

Triad’s Five Guiding Principles

An effective company must have a strong foundation of principles on which it is built, principles that will ultimately define the company.

When we mindfully apply our core principles, we can be assured that we are moving our business in a direction that is aligned with our goals.

We have Five Guiding Principles that form the basis of our company:

The First Guiding Principle is that Our only limits are those we impose on ourselves^™. These words have become more than a motto for Triad. It is a belief system. We as an organization are focused on pushing through any possibly self-limiting barriers, which will fuel our improvement as a marketing agency.
Our Second Guiding Principle is based on our specialization in B2B marketing. This specialization plays a key role in assuring that we serve as an effective B2B agency for our clients.
The Third Guiding Principle is based on our “client-centric” approach to business. Our team is fully focused on meeting our clients’ marketing needs. Supportive of this principle, we see our success being reflective of our clients’.
Taking a serious, non-frivolous approach to our clients’ marketing efforts is the Fourth Guiding Principle comprising the foundation for Triad. We understand the impact that an effective marketing program can have on the sales success of our clients, and our efforts are directed by that understanding.
The Fifth Guiding Principle, and perhaps the most important of the all, is the belief that the most important job of B2B marketing is supporting the client’s sales effort. Whether it’s selling a company’s brand, a product, a service, or a point of view, the first job of B2B marketing is to sell.

For Triad, identifying our Five Guiding Principles has been a key to our development as a company. The better we define what we are as a company, the better we execute as a service provider to our clients.

However, we fully understand that being fully aligned with company principles will always be a journey, not a destination. So, every day, we follow our Five Guiding Principles in working to improve on the services we provide our clients as well as the overall operation of our company.

– Tom Prikryl, President & CEO

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June 7, 2018July 11, 2018

Opinions: Well Done Is Better Than Well Said

We’ve all heard, “actions speak louder than words.” So, why do people spend so much time talking about doing and so little time actually doing?

Robert Brault put it best, “the first requirement in taking a step in the right direction is to take a step in some direction.”

Similarly, an old boss of mine emphasized having a “sense of urgency” for getting things done.

It’s one thing to come up with a great idea and talk about it, but putting that idea into action is a whole different issue. Making that idea come to life requires real work. The successful people I’ve known in my career are diverse with a wide range of professional qualities. But, the one characteristic they share is the drive to work and make things happen.

It’s easy to talk a good game and pontificate great theories. But it’s far less effective than making an even mediocre idea work.

To sum it up in the words of Lord Edward Herbert, “the short answer is doing.”

– Tom Prikryl, President & CEO

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May 31, 2018December 17, 2018

5 Quick Tips to Improve Your Press Releases

Follow these quick tips to help your press releases get picked up by the media.

1. Create a Press Release Template

Find or create a template for your press releases. Using a template ensures your press releases look professional, branded, and cohesive. A journalist is more likely to pick up your press release if it looks professional. A press release template will also keep you from forgetting or incorrectly formatting information in your press release.

2. Front Load Important Information

Journalists don’t have time to read your press release word for word at first viewing. Load all the important information in the first paragraph to make it easy. A journalist should be able to answer the quintessential six questions after reading the first paragraph. Make sure you first paragraph answers:

Who
What
When
Where
Why
How

3. Insert Key Stakeholder Quotables

Executives
Project Leads
Excited Customers/Recipients

Providing great quotes up front can give you a leg up on the competition when it comes to press releases. Add quotes from people key to the story, internal and external stakeholders. The easier you make a story to write the more likely a journalist is to pick it up.

4. Provide Valuable Background Info

Noteworthy ways the project developed
Creative ways the idea was conceived
Obstacles that were overcome

In addition to making your press release newsworthy, providing valuable background information can add context and color for journalists. Boring press releases at best make boring news.

5. Make the Information Obvious

Keep your company boilerplate succinct and straightforward. Explain what the company does in plain English so journalists understand. Include a link to the company homepage early in the release so journalists can quickly reference the website. Be sure to provide links to any sources cited in the release. And include instructions how the journalist can obtain hi-res images.

Use these five quick tips to improve your press releases. Have press release tips of your own? Share in the comments. Or, contact Triad and we can help you plan your next press release for maximum exposure.

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