Ep. 29: Bob Baker and Mark Dello Stritto of 321Blink

Transcription:

I'm going to guarantee everybody one thing here, a lot of fun hanging out with the guys from 321Blink. One of my favorite companies in Pittsburgh that I've been hanging out or working with, for many, many years. I've got Bob Baker here. He's been on TechVibe Radio before so you're no stranger to the interview process. I got someone new who have not interviewed before. I have Mark Dello Stritto here hanging out with me, guys, welcome to the show. I'm so glad you're part of our 50 Summer Stories with Comcast today. Yeah, thanks so much. Absolutely. And like I say, it's always a pleasure, you guys bring a great vibe to everything that you do. And we got some important things to talk about today when it comes to how like even helping companies navigate COVID with making sure marketing is dialed up and we're gonna talk about how important that is. And try to find some the positive things that have happened through this whole thing as well too. So I think it's just so important before we hit the record button on this, you know, Bob brought some really important points that I cannot wait for us to kind of talk about and everything. Before we do that, I just want to make sure that our listeners and our viewers just know a little bit about you guys and your background and what you do at 321Blink. And of course, the elevator pitch for 321Blink. And so, Mark, let's start with you real quick. What is your background? What do you do at 321Blink.

Bob, why don't you start?

So my history with 321Blink goes back quite a ways. I actually met one of my partners now. Tim McLaughlin 20-30 years ago, I think it was we worked together in the advertising business.

Me, but yeah, so then I went on to some other things I was with Nabisco for about 10 years. And marketing and sales roles with them. And then I joined Gianni was with them for about 15 years and a lot of marketing and advertising roles with China and then join three to one blink almost a couple years now it's been and bought into the company. I'm one of the partners, and vice president of account management, so oversee all the account activity. And it's fun, man. I mean, you know, I've always loved working with these guys three to one blank when I was trying to go did a lot of our Yeah, social content, a lot of video content for us, and just just kept evolving. And you know, at the heart of everything they did was creativity and fun. And just it showed in the work. And when I had an opportunity to buy into the company a couple years ago, I jumped at it.

I mean, I mean, I got to be part of this thing.

Even though Tim's been here, yeah.

Despite him It doesn't matter.

So Mark, What's your background man?

My background is I'm a 25 year veteran advertising marketing. Art Director designer by trade. I'm originally from Pittsburgh so I grew up in Plum borough work with a few ad agencies in Pittsburgh before relocating to State College area where I worked at an agency there, okay, resigned from the did my own thing for about 12 or 13 years and in that process, I started working with blink as the our video production on I like to say they work with people and they bring you in, you know, that's kind of how they, yeah, they they're really good at that. So yeah, so we started working together, we knew that we were connected, both in terms of our vision and business and all that stuff, but also the creativity and production value standpoint. Fast forward a few years later, the conversation got to like, hey, what if we made this thing work? You know, what, what would it look like and at first, I was gonna probably come back to Pittsburgh, and on leave center County, you know behind and then we start talking more like Well no, let's let's grow the office out there. We already had clients and central PA. We had clients in the Pittsburgh market. So how can we pull each other together? And it just it worked it made sense to do it. And I'm glad we did. So we brought our team had more of the traditional advertising marketing strategy and branding paired up with the video production element leveling Cody had and so when I came on board, Bob was already there as VP of accounts. I joined as a partner or VP of creative so we just we really, you know, rounded out the company itself. So yeah, trip with his, his, his marketing background and Tim with his media background. So the four of us come from early. Yeah.

That's all good businesses grow. I think it's like you've worked with each other. So you had this comfort level and you knew you knew you wanted to be there because you knew how was how work back and forth. So to me, that's an awesome story. And I've also see I've seen myself personally Just watch. 321 just evolved as a company over the years, right? It started off with pretty much strictly video work for the longest time. And then you evolved into all types of marketing. Yeah, it definitely has. Yeah. Tell us about all the capabilities at three t. I think that's what?

Yeah, you know, we're thrilled to be here, both of us. But to Mark's earlier point, it's really evolved when when we were able to work a deal with Mark and bring him on. And we actually added some, some other folks as well from another previous agency, and it's really taken our capabilities up dramatically. I know, to your point, and when I worked with him in China, it was primarily video focused, but now it's a full service marketing agency, from strategy to implementation, fulfillment, you know, digital activity that we didn't have before planning, media planning and buying strategy, all of those capabilities, but in particular, I would say our Creative Services Department has has increased. The capability has gone up dramatically with One more year. It's just, that's our team, our creative team. Not everybody, brother. Right? Yeah.

That's pretty cool. All right. Yeah. The obviously like, you know, markets and COVID smacks us around and everyone just starts scrambling. It's just amazing how fast people started scrambling. And some of the first things we talked about people start doing is like, they do some of the dumbest things ever because they panic, and they're like, well, we don't really need to market we're gonna cut back cuz that's just an expense. Like, ah, you start seeing that. I've been having a lot of fun interviewing lots and lots of creative companies saying no, this is the time when you double down and really start doing your marketing. Let's talk about that.

Yeah, I think, at least for me, like because I came from the client side, I spent so many years on the client side and that's exactly what happens when, unfortunately when troubles come to come to the forefront. You tend to pull back On your advertising, marketing spending, and in this case, I think it's been more dramatic than probably in the history of the country, and really pulled back. And, you know, to me, I think there are still some companies out there, we're working with some clients that that are taking the opportunity, you know, they, they're seeing the opportunity in front of them, and they're getting their messages out there. And at least the ones that we're working with are seeing an impact they're seeing their businesses pick up. And it's exciting for us to see that because there's so much negativity that's associated with COVID. And what's going on and, you know, we do our best to really look at the positives of what are we learning what's new, how have we have we evolved from March 13, when we first started working at home and exactly, and what what are the things that we're able to do now that we weren't able to do and it's amazing, it's the world of, of technology and what we can do today, it was probably available back then even what we're doing right here right now. We're doing this so much more From the time we left our offices more 13th I think it was today, at least every meeting I've been a part of has been 100% engagement online session or Google Hangout or whatever. And you know, the positives coming out of that is it's ironic because the relationships have gotten stronger. They matter with the clients we're working with. The relationships have gotten stronger because we get to see into their world and they get to see it ours You know, you're the mark for crying out loud. Oh my gosh, it's great. It's like you hear the dog? Yes, you're still working right now? Yeah, exactly. I can't it's my dog you know, the their wives or husbands? Yellin, Hey, can you do the dishes? You know, it's like, all kinds of stuff happens. And then the kids come in. And, you know, you may not even know a lot of these things about your client, and now you're learning and they're learning about you. And I think it just kind of, lets everybody's guard down a little bit.

It leveled everybody put them on the same sort of field, right. Like I I think when when you have a client and agency partnership or any client relationship, you know, you, you, obviously you treat them as goal because they're your clients. But what's nice about what we've gone through is, we see that we're all humans, right? Like, we're all on the same page. We're all going through the same type of stuff. And I think that's what's been really, really helpful. Is that, like Bob said, like, you see what's happening behind the scenes and you build a better strong relationship. I also feel it's like, you know, what, we're in this together, we're all you know, we're, I'm no different to you. You're no different from me. We just happen to have a partnership or trying to work through it together. Right, I think and I think that's been the positive that's come out of it. It's just a very, here's what we are. There's no this there's no that it's, we're all right here. And I think that's been a huge, huge help. And really, ironically, when it comes to like our business itself, we have become much tighter as a leadership group. Yeah, more more line than ever, you know, like that's, that's been the one thing like, especially with me In Central Pennsylvania, you know, I'd be in Aspinwall for you know, two times of the month would still have calls and you know, meetings and leadership calls every Monday and all that, you know, when March hit every single day, we're on the phone together every single day, multiple times throughout that day, you got a lot of time, right? Yeah, too much, too much than some. But you know, that it's that's been a huge, huge, huge positive that's come out of it when it comes to that synergy between all four of us, including zacher, leader of production, and just being more aligned with you know, who we are as a company where we want to go. And, you know, we see that with with our clients too, I mean, because they're forced to communicate more and more and more and more personal level. And I think businesses who have had the opportunity to pivot during this time are probably going to come out in a better place because right now from a vision standpoint, there are more lines or lines are focused is an examination.

And what doesn't matter, see this line, but I talk to you guys, you bring out the positive and everything. And I think that's one of the positive things that you're doing this can help us kind of talk about the importance of marketing during the downturn, if you guys have some special packages that you're rolling out, so you're really trying to be able to, you know, keep your business running, but also provide a level of service you would not have been able to found before this as well, too. I think it's super cool. filming some details as to how you're kind of working with customers now to be sure that you can help them with their marketing.

Yeah, absolutely. So, you know, a lot of our relationships haven't changed all that much. You know, some, some clients continue to push through, you know, just like nothing happened. Of course, there were sort of like that, that wall where they stopped and they pulled back and of course, our retail clients are still sort of quiet right now. Especially if they have media dollars that they need to spend. But what we found is, you know, there are certain segments, you continue to press forward industrial manufacturing, research technology, right, there's still something that needs to be Made put out there for consumption so you know some of those clients still continue to push forward but we've still seen you know folks who need to do something right they've been sitting on the sideline and and you know see their their voice start to dwindle a little bit when they are being quiet. So are back the business plans are basically giving them three tiers to choose from, right. So you've got a set amount of hours here, a set amount of hours here and hours here, you basically choose from any of our services, right? So that could be from marketing strategy and planning to media placement, could be from design and web development, all the way through video production. So it gives it gives new clients or even existing clients the opportunity to say, you know, what, we have X amount of time with everybody at blank to push our marketing or advertising or our messaging forward, and know that there's no sort of no curveballs, right? It's like, here's what we're gonna spend on it is to ask versus that end of the year, we do have those two answers. Yeah. But that's it. Like it, we just wanted to be something easy for people to understand to digest it easy from the Manage from, you know, their budgeting standpoint, and easy for us to kind of help direct them in the right way, in the right path.

And I think what we're excited about is the fact that we're different, we feel like we're different and we feel like we can offer everything to those folks, you know, the fact that are agencies out there that can bring the creative strategy, the planning, you know, maybe some of the meat, maybe some media activity, you know, maybe production You know, it seems like you'd have to go to two or three different places to get all of that done, whereas grant are giving you in these packages we're offering during this time, you're able to get all of this at one stop and you have one the most important pillars is the video because video in this day and age must freakin have gotta have that. It could be any kind of video it's got to be really good video and I can testify because the Pittsburgh tech Council has been a partner with you guys in all sorts of videos stuff and your videos are just the best with that so that's why I think that definitely the differentiating factor is that you have that one component that typical creator from does not have. Right. So that's a big point for you guys.

We'll work through that. I mean, that was that was a challenge for a video production team to win this all head because we just started doing photo shoots again and everything right but the video production component was difficult because how can you produce a spot or a video without getting you know the green light to go shoot? Right, you know, family health, health and safety issues.

Navigating next I know people are doing that they're keeping distance, right like yeah, we're doing we're living up to all the CDC standards. Okay. Now, washing our hands more than any time in history. I think your hands are raw. Right?

And the sets are locked down, you know, they

Yeah, production team, you know, they each have responsibility and a role to play when it comes to this. Safety, you know, of the set itself, and our clients. And so it's, it's one thing to show up and be messed up and everything and have disinfect and everything, but there's always one person in charge of safety, right? And that person has every right to say, you know what, you're doing it wrong, you need to do this, you need to do that, or, you know, not necessarily we'll pack up and leave, but we can't shoot until everybody's on the same level that we're all good with. Yeah, we really, we don't want to apply stuff to worry about that. We leave that for. Now. We have all the data. Yeah. And all of them. You know, it's it should it should be they get the show up and we take care of everything from there. So yeah, I love it, man. Don't make it easy on them. Yeah, it's such a cool story, like all the way around to see you guys you continue to hear you're gonna continue to grow and you continue to help other companies make sure they maintain their market status. Because you know, the time to have the loudest voices you guys say is when no one's talking, right? Absolutely. Yes, yeah, you guys brought that up and like man, that is 100% true. A little curveball question for the day. So as part of our series here, with Comcast telling our 50 stories, we're trying to raise awareness and money for to bridge the digital divide. And we're trying to raise money for beyond the laptops, or trying to make sure every Pittsburgh public school student that does not have access to a laptop, or Wi Fi has access to it. What are your thoughts on how we can you know, get everybody the ability to zoom with one another? How can we be sure that everybody has the right tools? So as Pittsburgh grows, we're not leaving anybody behind?

Yeah, I think Well, a lot of it comes down to people like you and Pittsburgh Technology Council, like you have to have organizations that stand behind that effort. You know, additionally, there's like the legislative process to me, we've got to get, you know, law makers and people in charge of counties in place I was speaking just from center County, PA, you know, right now, there's this whole course for you know, how are we going to approach school what's what's The new school you're going to look like and so many so many kids out here in rural areas, right? They just don't have reliable internet service Wi Fi, I mean Heck, sometimes I go through it here you know even in one of the towns so that it's it's an effort that we just have to work has to get taken care of and more and more people to come together Of course it's going to work out but i think you know, without like, I know for our county alone if it weren't for county commissioners getting heavily involved with that portion that effort there to make sure that you know, it, you know, it when it comes down to oftentimes is just telling, you know, your taxpayers like, Hey, folks, there's going to be an additional X amount of cents, you know, next year increase or whatever, it might go up a little bit, it's not gonna notice you're not gonna know it. It takes care of, you know, all these options. These kids who need to have reliable access. And I think you know, when you when you explain it that way. And you want to just say listen, it's about, you know, leveling the playing field and making sure everybody has accessibility and can become a rock star soon that they should be. It's a no brainer. It shouldn't be that tough to sell. So I hope that that, you know, not just Allegheny County and center county where everywhere Yeah, everywhere, it just has to happen. There's no reason in 2020 maybe a lot more in 2021 this year, yeah, I think we will. Yeah, no reason it shouldn't happen. And especially now look how we're, this is the way it is right now. I mean, there was such more of reliance on this kind of connectivity that we can take breaks from making this work. We just can't.

Good stuff. And Bob, any thoughts you have on it?

Yeah, I you know, I have a lot of friends that are in the education world and my wife from particular was trying to teach on Online last year, and it, it's painful. And I think it's getting those stories out getting those messages out to people, because I don't think people realize, like Mark said, not everybody has a computer. Well, she had a story where one child was trying to learn, and she was speaking to them. Over the computer, she had a computer, this child was using a cell phone and had the shit share that same cell phone with her four other brothers. And how's that possible?

Right? Yeah. Bringing that awareness to our communities, to our leaders to our government officials, right and getting those stories out there because that's a no brainer. It just has to get rectified. It's a very good, easy place to start. Yeah, some of the simplest things in the world that were some of us just didn't weren't aware of and I was not aware of many of the situations in my eyes have been open tremendously during this pandemic, which is why I'm so excited to working with Comcast to kind of make this happen, get people's thoughts on it, create some commerce Just raise a little awareness and absolutely that that gigantic stone you know a little bit as far as it goes. I'm so happy you guys gave me a nice big dose of positivity today. I always do you get from a positive aspect to everything. And I guess I'm so glad you're part of our our 50 summer stories in Pittsburgh tech guys.

Thanks for having us, of course.

Appreciate it.

Transcribed by https://otter.ai