AcrobatWHAT?

What’s our most frequently asked question: “Why the name “AcrobatAnt”?
Surprisingly, an acrobat ant is an actual insect – that shares some very interesting characteristics with our business model.

When an actual acrobat ant is disturbed, it runs, holding its abdomen above its thorax – looking like an acrobat walking on his/her hands.

  • Like our namesake, we at AcrobatAnt can perform some pretty amazing feats when challenged. When lesser ants choose to retreat, we strut our stuff.

Worker ants enter homes/structures via utility lines, adjacent shrubs, windows, cracks or vents.

  • AcrobatAnt is relentless in finding ways to “get in the house” – unstoppable at making sure our clients’ messages reach their intended targets.

When viewed from above, the acrobat ant’s abdomen is shaped like a heart.

  • At our core, we ♥ serving our clients. And they ♥ us right back.

Acrobat ants are extremely territorial.

  • We consider our clients members of our colony, and we guard their brands with our professional lives.

Ants are social insects.

  • “Party, party” is our motto.

Acrobat ants mate while flying.

  • We don’t really know how that applies, but if they can do that, we can do anything. And we mean “anything.”

More non-insect-related reasons for choosing the name AcrobatAnt:

  • We were originally Fireant in the late 1990s, and we’re happy to return to our ant roots.
  • Working in a colony is fun.
  • We share a unexplained fondness for picnics.
  • Being an ant is cool!

Failure to communicate?

Corporations previously dished out advertising and products and customers were expected to passively receive the messages and then love the products. However, times have changed. Customers no longer want to passively sit on their couch and be told what to do. Customers realize they have a voice and they want to use it. So, companies do market research and crunch some numbers. And, ah-ha, they realize that customer’s do not want black model-Ts anymore.

Companies think they understand their customers; they begin to offer brown and blue Model-Ts. They do their best to appeal to their ‘secondary market.’ Some companies even have the resources to reach their tertiary market. Customers should appreciate their effort to speak to them, right? Wrong. Customers are smarter than you think – they are smarter than we think. The company’s efforts to get connected to their ‘markets’ are viewed as hypocrisy. Each customer responds to the company’s efforts with a unanimous, “You don’t know me.” Customers are not a market or even a target demographic. Customers are real people and they don’t want a model-T, no matter what color it is.

Jane wants a green SUV. Fred wants a blue compact. Jake wants a white truck. Sue wants a pink jeep. They have wants. They have needs. How is the company supposed to know what Jane wants versus what Sue wants? Simple. Listen. They want to tell everyone. Customers are accustomed to communicating their wants in real time – all the time; blogs, texts, DVR, Satellite radio, social sites, emails, and even online games. We are all constantly communicating. But, is anyone listening?

Let the customers choose how they want communicate. Give them options. More than options; give them a way to communicate back to you quickly. Technology allows almost instant communication from the company to a consumer. Likewise, the company should allow for the customer to reciprocate that communication. Just like in marriage counseling 101; it’s not really communication unless both parties are speaking and listening.

So, be creative. With every communication going out from your company, ask yourself, “What communication do I want back from my customer (or prospect) and how do I want them to give it?” If you don’t get feedback, maybe you’re not asking the right question or giving the right feedback channel. Remember, they may not want a model-T at all.

Highlight of findings by Kellogg and Penn State Studies:

The Ants think this is worth sharing with our clients and friends. This excerpt is from the findings brought to from the Kellogg School of Management and Penn State:

  • Businesses that maintained or increased their advertising spend during recession averaged higher sales growth during the following three years
  • Within four years, the businesses that maintained or increased their advertising spend during that recession experienced a 256% growth in sales over those that had cut back on advertising
  • A decade later, an additional study found that aggressive recession advertisers increased market share 2 1/2 times the average for all businesses during the post-recession.

Good things to know!