Working with a creative marketing firm for the first time often prompts a few concerns. How successful will they be in interpreting your needs? How can they meet those needs most effectively? How can they do it most efficiently? How much will it cost?
Laying The Foundation. The first thing most firms normally do after being assigned a project is to schedule an information-gathering session with you and your key staff. They’re interested not only in scheduling, budget and job specifications, but also in your competition, target audience, and objectives. And they want to know all the features and benefits of your product or service. This will help sharpen the focus and objectives and in turn, ensure that the solution they produce is not only creatively excellent, but strategically targeted.
The Right Ideas. It’s best if you designate only one or two key decision makers at your company to work directly with your marketing firm. This way everyone stays focused on real solutions and are not distracted by too many personal opinions. Expect the creative team to present only two or three initial concepts showing completely different approaches to the project at hand. Many clients ask for five, six, seven or even more concepts, but offering too many solutions up front only complicates things and usually results in a poorly developed marketing piece.
The Schedule. Despite popular misconceptions, good creative work doesn’t normally come in a flash of inspiration. It usually comes from much trial and error. This is why the creative team needs to take the time to consider several approaches, work them through, and revise them. In addition, your marketing firm usually needs to address budgeting, printing, media placement, scheduling, and other issues relevant to the success of the project. All this, plus the need to perform in a businesslike fashion, means that your promptness in providing materials and making approvals is crucial if your deadlines are to be met.
The Budget. All companies, all industries, all products have different marketing needs — and different methods of determining budgets. Introduction of a new company or product requires heavy spending based on anticipated results, while an established business might implement an annual marketing budget based on previous year’s sales. Although your creative marketing firm can’t tell you how much to spend, they can certainly help you maximize the return on your investment. You should leverage this expertise.
Tuesday, October 19, 2010
Tuesday, September 21, 2010
1-2-3 Design For Clients
A simple 3 step process to a more successful graphic design project.
1 Get Organized.
Waiting until the last minute to get that big project rolling? Figure you can throw together some basic info and work things out after you see a proof? Be prepared for wasted time and money. Working in haste increases the likelihood of mistakes, and pushing things to the last minute will usually result in rush charges. Tight deadlines are to be expected in this business, but if you’re generally prompt and thorough about handling your end, your graphic designer will be much more willing to go the extra mile when you really need it.
2 Follow The Leader.
You’re hiring a graphic designer to perform a very specific task which usually doesn’t have very specific rules. To prevent creative energy from going astray, let them establish a strict schedule and focus on results. In a perfect marketing world it would go something like this:
Meeting-Proof-Revisions-Approval-Results. Yay!
In reality, the point between “revisions” and “approval” tends to get a little crazy. Making revisions in as few steps as possible will save lots of time — and money.
3 You’ve Hired Them. Now, let them do their job.
As the client, you are the decision maker. You must make solid business decisions and then step back. You have to forget about your favorite color or that cool font you saw on the menu at lunch. Tough to swallow? Just consider that micro-managing design projects can create a negative and counterproductive work environment and will often compromise the integrity of the finished marketing piece.
There you have it. A simple process to make your next design project easy as 1-2-3.
1 Get Organized.
Waiting until the last minute to get that big project rolling? Figure you can throw together some basic info and work things out after you see a proof? Be prepared for wasted time and money. Working in haste increases the likelihood of mistakes, and pushing things to the last minute will usually result in rush charges. Tight deadlines are to be expected in this business, but if you’re generally prompt and thorough about handling your end, your graphic designer will be much more willing to go the extra mile when you really need it.
2 Follow The Leader.
You’re hiring a graphic designer to perform a very specific task which usually doesn’t have very specific rules. To prevent creative energy from going astray, let them establish a strict schedule and focus on results. In a perfect marketing world it would go something like this:
Meeting-Proof-Revisions-Approval-Results. Yay!
In reality, the point between “revisions” and “approval” tends to get a little crazy. Making revisions in as few steps as possible will save lots of time — and money.
3 You’ve Hired Them. Now, let them do their job.
As the client, you are the decision maker. You must make solid business decisions and then step back. You have to forget about your favorite color or that cool font you saw on the menu at lunch. Tough to swallow? Just consider that micro-managing design projects can create a negative and counterproductive work environment and will often compromise the integrity of the finished marketing piece.
There you have it. A simple process to make your next design project easy as 1-2-3.
Saturday, August 7, 2010
What Makes You So Special?
Unless you operate in a highly specialized industry where there is virtually no competition, you are probably constantly trying to one-up your competitors. Whether you get sucked into price wars or the "why our product is better than their product" game, it's draining and endless — and honestly, not a very good way to expend your energy or your budget.
Let's try something new. First, take a look at your competition. Pay attention to what they do and do not promote. Pay attention to what they do and do not offer. Pay attention to how they operate and how they interact with consumers.
Next, start paying attention to positive consumer reactions to your product or service. Really pay attention. We're not talking about surveys and focus groups here. We want a real world perspective. Keep records of everyday encounters. This could reveal something they are value in you, but not in your competition. Pay attention when someone says they were referred to you or that your product was recommended by a friend. Do they find a specific feature of your product to be an especially nice touch? Do they value the level of courtesy and support they receive from your customer service staff? Do they find your sales people to be particularly helpful and a pleasure to work with? What is that one something that makes people buy from you instead of your competition? It might be something you intentionally designed into your product or your brand strategy, or you might find it to be something unexpected that reveals the true nature of your company. Whatever it is, this is what makes you special. This is what will help you rise above and beyond the reaches of your competition.
But, just knowing is not enough. This special something must be decidedly integrated into all direct customer interactions, all social media efforts, and all paid advertisements. This is nothing short of a complete rebranding.
When you figure out what makes you so special, you raise the bar. You no longer have to view your marketing as a competitive activity. You can simply focus on being the best at being you. Be special and success will come.
Let's try something new. First, take a look at your competition. Pay attention to what they do and do not promote. Pay attention to what they do and do not offer. Pay attention to how they operate and how they interact with consumers.
Next, start paying attention to positive consumer reactions to your product or service. Really pay attention. We're not talking about surveys and focus groups here. We want a real world perspective. Keep records of everyday encounters. This could reveal something they are value in you, but not in your competition. Pay attention when someone says they were referred to you or that your product was recommended by a friend. Do they find a specific feature of your product to be an especially nice touch? Do they value the level of courtesy and support they receive from your customer service staff? Do they find your sales people to be particularly helpful and a pleasure to work with? What is that one something that makes people buy from you instead of your competition? It might be something you intentionally designed into your product or your brand strategy, or you might find it to be something unexpected that reveals the true nature of your company. Whatever it is, this is what makes you special. This is what will help you rise above and beyond the reaches of your competition.
But, just knowing is not enough. This special something must be decidedly integrated into all direct customer interactions, all social media efforts, and all paid advertisements. This is nothing short of a complete rebranding.
When you figure out what makes you so special, you raise the bar. You no longer have to view your marketing as a competitive activity. You can simply focus on being the best at being you. Be special and success will come.
Friday, June 25, 2010
There Is No Box
It happened again. A client came to me about doing a new direct mail campaign and said, "We need to start thinking outside the box." The problem is that most people don't really get what outside the box means and they tend to use this phrase either out of frustration of not having an immediate answer to why their marketing efforts have been sub-par, or as a way of covering the fact that they are simply lost and don't know how to approach their marketing needs.
The non-existent box as explained in The Matrix…
Boy: Do not try and bend the spoon. That's impossible. Instead only try to realize the truth.
Neo: What truth?
Boy: There is no spoon.
Neo: There is no spoon?
Boy: Then you'll see that it is not the spoon that bends, it is only yourself.
Thinking outside the box requires a willingness to take new perspectives and to create value in new ways. The problem is that people tend to approach this without looking inside first. The results are generally off-the-wall ideas that get everyone excited but miss the mark and are really little more than a gimmick. So instead, let's try focusing on who we are, where we fit in, and how we relate to our intended audience…
* What is our key opportunity?
* Who is our target audience?
* Where do we want to be?
* How do we get there?
* What is our primary consumer benefit?
* What should the consumer's net impression be?
* What support do we have?
* What are the mandatory facts that we must communicate?
* How do we want the consumer to respond?
Thinking outside the box creates a separation between our brand and our audience. Just as Neo must become one with the spoon, you must become one with your brand. Once you've done that, you begin to realize that there is no box and that your brand can interact freely with your audience. You will development more creative — and more effective — ideas to bend your marketing in the right direction.
Catch Light Productions
http://www.catchlight.com
Download our free Creative Work Plan and become one with your brand today.
The non-existent box as explained in The Matrix…
Boy: Do not try and bend the spoon. That's impossible. Instead only try to realize the truth.
Neo: What truth?
Boy: There is no spoon.
Neo: There is no spoon?
Boy: Then you'll see that it is not the spoon that bends, it is only yourself.
Thinking outside the box requires a willingness to take new perspectives and to create value in new ways. The problem is that people tend to approach this without looking inside first. The results are generally off-the-wall ideas that get everyone excited but miss the mark and are really little more than a gimmick. So instead, let's try focusing on who we are, where we fit in, and how we relate to our intended audience…
* What is our key opportunity?
* Who is our target audience?
* Where do we want to be?
* How do we get there?
* What is our primary consumer benefit?
* What should the consumer's net impression be?
* What support do we have?
* What are the mandatory facts that we must communicate?
* How do we want the consumer to respond?
Thinking outside the box creates a separation between our brand and our audience. Just as Neo must become one with the spoon, you must become one with your brand. Once you've done that, you begin to realize that there is no box and that your brand can interact freely with your audience. You will development more creative — and more effective — ideas to bend your marketing in the right direction.
Catch Light Productions
http://www.catchlight.com
Download our free Creative Work Plan and become one with your brand today.
Thursday, May 27, 2010
The Worst Advertising
It never fails, every time I hit the highway I see a billboard that boldly states…
"Does advertising work? It just did!"
I bet you've seen a similar billboard on your daily commute — proudly displaying it's pointless message in a horrible combination of fonts and colors. It is designed to serve one purpose and that purpose is simply to get everyone's attention. This, my friend, is advertising at it's worst. Why would I suggest that getting attention is bad advertising? Because it congratulates itself on having produced a result, but the result was nothing more than me reading the message. The advertising was in no way relevant to me as a consumer. Getting my attention acheived nothing. The simple fact is that the billboard company would be doing itself a huge favor if they would simply state, "Your message here." with their phone number prominently displayed. This would have addressed a potential prospect's need while providing a call-to-action. Their message does neither.
Just Be Relevant
You can impress your audience with a bold, cutting edge style. You can even wow your audience with a really creative concept. Your ad could show off every incredible feature your product offers and you can have the lowest price in town. But, if your message is not relevant to your target audience, no amount of persuasion is going make it sell.
The first thing you must do is make sure you are talking to the right audience. The second things is to make sure you show them how your product is going to meet their needs or fulfill their desires. For example, help them make or save more money, save them time, allow them to avoid doing stuff they don’t like, help them feel better about themselves. Whatever the case may be, make sure your message is relevant — and your product lives up to your pitch — and you'll be on your way to producing the best advertising ever!
Howard L. Theriot
Catch Light Productions
http://www.catchlight.com
"Does advertising work? It just did!"
I bet you've seen a similar billboard on your daily commute — proudly displaying it's pointless message in a horrible combination of fonts and colors. It is designed to serve one purpose and that purpose is simply to get everyone's attention. This, my friend, is advertising at it's worst. Why would I suggest that getting attention is bad advertising? Because it congratulates itself on having produced a result, but the result was nothing more than me reading the message. The advertising was in no way relevant to me as a consumer. Getting my attention acheived nothing. The simple fact is that the billboard company would be doing itself a huge favor if they would simply state, "Your message here." with their phone number prominently displayed. This would have addressed a potential prospect's need while providing a call-to-action. Their message does neither.
Just Be Relevant
You can impress your audience with a bold, cutting edge style. You can even wow your audience with a really creative concept. Your ad could show off every incredible feature your product offers and you can have the lowest price in town. But, if your message is not relevant to your target audience, no amount of persuasion is going make it sell.
The first thing you must do is make sure you are talking to the right audience. The second things is to make sure you show them how your product is going to meet their needs or fulfill their desires. For example, help them make or save more money, save them time, allow them to avoid doing stuff they don’t like, help them feel better about themselves. Whatever the case may be, make sure your message is relevant — and your product lives up to your pitch — and you'll be on your way to producing the best advertising ever!
Howard L. Theriot
Catch Light Productions
http://www.catchlight.com
Wednesday, March 24, 2010
Managing The Marketing Mix
Problem. Many organizations approach marketing by writing a marketing plan and then putting a lot of energy into producing the projects to fulfill that plan. And all to often, the plan goes astray and the budget gets blown on unplanned incidentals, leaving the company at a loss or dipping into next year's budget in order to keep things moving. The results are inefficient and generally ineffective marketing tactics.
Solution. Complete the circle. A marketing plan is only as good as a well developed strategy. While your Individual campaigns and projects may make up the bulk of your budget, establishing and maintaining the right corporate and brand identity will ensure consistency and effectiveness. And targeting your audience by demographics is only half the process in lead generation — you must also qualify these prospects in order to produce the best ROI. Finally, the often overlooked areas of public relations and customer service, which rely more on effort than on dollars, can quite possibly create the make-or-break situation. In other words, plan your strategy and tactics rather than just listing projects and goals.
Vendors vs Partners. Will managing a marketing plan internally on an as needed basis and distributing individual projects to multiple vendors will save money and allow more projects to be produced for greater results? No necessarily. The average cost for a client to take on a new vendors is approximately 12.5% of the budget. This is due to the following problems:
* Short-rated contracts
* Transfer of artwork and other files and information
* Out-of-pocket and time lost to conduct a new vendor search
* Time needed to get the new client/vendor up to speed
* Start-up inefficiencies for the new vendor as they learn the client’s business and procedures
By forming a relationship with your agency as a strategic partner, you will be following the lead of successful companies who understand the benefits of of such an alliance. With the right partner at your side, you will benefit from greater market intelligence, a viewpoint not affected by internal politics, and greater efficiency as all involved remain focused on well developed strategies.
Solution. Complete the circle. A marketing plan is only as good as a well developed strategy. While your Individual campaigns and projects may make up the bulk of your budget, establishing and maintaining the right corporate and brand identity will ensure consistency and effectiveness. And targeting your audience by demographics is only half the process in lead generation — you must also qualify these prospects in order to produce the best ROI. Finally, the often overlooked areas of public relations and customer service, which rely more on effort than on dollars, can quite possibly create the make-or-break situation. In other words, plan your strategy and tactics rather than just listing projects and goals.
Vendors vs Partners. Will managing a marketing plan internally on an as needed basis and distributing individual projects to multiple vendors will save money and allow more projects to be produced for greater results? No necessarily. The average cost for a client to take on a new vendors is approximately 12.5% of the budget. This is due to the following problems:
* Short-rated contracts
* Transfer of artwork and other files and information
* Out-of-pocket and time lost to conduct a new vendor search
* Time needed to get the new client/vendor up to speed
* Start-up inefficiencies for the new vendor as they learn the client’s business and procedures
By forming a relationship with your agency as a strategic partner, you will be following the lead of successful companies who understand the benefits of of such an alliance. With the right partner at your side, you will benefit from greater market intelligence, a viewpoint not affected by internal politics, and greater efficiency as all involved remain focused on well developed strategies.
Monday, December 21, 2009
Something Unexpected
In today's highly competitive marketplace, consumers can choose from any number of competing sellers in order to get what they want. When you and your competitors offer the same quality product and rely on low prices, loss leaders, and special incentives to make the sale, the product becomes a mere commodity and price is all that matters. But, when you shift your focus away from the sale and toward the consumer experience, you change the playing field.
Far too often, consumer experiences are delivered short of expectations. With the heavy presence of social media in our lives today, there's big buzz about "engaging" the consumer. But, I don't think too many of us understand what that really means. Doc Searls in writing about “the intention economy”, suggests that buyers find sellers, as opposed to sellers capturing buyers. He also shows us that the seller must earn respect and trust, and that branding is only useful if it is based on truth. Sellers must focus first and foremost on building relationships with buyers. The sale is a by-product of this relationship.
Building successful relationships with consumers means becoming transparent and giving them more than they expect. Now, more than ever, we must be focused on the quality of the consumer experience in addition to the quality of our product and service. Relationship building goes much deeper than simply putting your best face forward. It goes deep into that all important courtship, and it takes a whole lot more than giving flowers and holding hands to grow a beautiful relationship. It takes trust. It takes passion. It takes creativity. It takes honesty.
The average consumer prefers recommendations from family and friends over advertising. And, according to a Forrester research study examining consumer trust with various forms of advertising, consumer opinions posted online scored higher than traditional marketing tactics. Social media has permeated our daily lives to the degree that buying decisions are often based on the recommendations from around the globe instead of merely across the dinner table. This is an opportunity to capitalize on the marketing holy grail: word-of-mouth. Unfortunately, many marketers go wrong by trying to manage word of mouth. You cannot manage word of mouth. You can create the right circumstances to encourage good word of mouth. That's all you can do.
The fact is that consumers can no longer be sold to. Whether you like it or not, they are in control of when and how they buy. They know what's going on in the marketplace and they come to you armed with product reviews and competitive offers. As a marketer, now is the time to reinvent your approach in order to win consumers and meet business goals.
The opportunity is right in front of you and the choice is yours… simply do your job and deliver what you're supposed to deliver, or rise above and beyond the call of duty by delivering something great. Something unexpected.
Far too often, consumer experiences are delivered short of expectations. With the heavy presence of social media in our lives today, there's big buzz about "engaging" the consumer. But, I don't think too many of us understand what that really means. Doc Searls in writing about “the intention economy”, suggests that buyers find sellers, as opposed to sellers capturing buyers. He also shows us that the seller must earn respect and trust, and that branding is only useful if it is based on truth. Sellers must focus first and foremost on building relationships with buyers. The sale is a by-product of this relationship.
Building successful relationships with consumers means becoming transparent and giving them more than they expect. Now, more than ever, we must be focused on the quality of the consumer experience in addition to the quality of our product and service. Relationship building goes much deeper than simply putting your best face forward. It goes deep into that all important courtship, and it takes a whole lot more than giving flowers and holding hands to grow a beautiful relationship. It takes trust. It takes passion. It takes creativity. It takes honesty.
The average consumer prefers recommendations from family and friends over advertising. And, according to a Forrester research study examining consumer trust with various forms of advertising, consumer opinions posted online scored higher than traditional marketing tactics. Social media has permeated our daily lives to the degree that buying decisions are often based on the recommendations from around the globe instead of merely across the dinner table. This is an opportunity to capitalize on the marketing holy grail: word-of-mouth. Unfortunately, many marketers go wrong by trying to manage word of mouth. You cannot manage word of mouth. You can create the right circumstances to encourage good word of mouth. That's all you can do.
The fact is that consumers can no longer be sold to. Whether you like it or not, they are in control of when and how they buy. They know what's going on in the marketplace and they come to you armed with product reviews and competitive offers. As a marketer, now is the time to reinvent your approach in order to win consumers and meet business goals.
The opportunity is right in front of you and the choice is yours… simply do your job and deliver what you're supposed to deliver, or rise above and beyond the call of duty by delivering something great. Something unexpected.
Subscribe to:
Posts (Atom)