WHERE DOES YOUR BRAND LIVE?
Once upon a time, there was an easy answer to the question, “Where does your brand live?” You'd simply grunt and point to your hand-carved wooden sign hanging over your tavern before pouring a glass of grog. Maybe you'd be a pirate too, I guess. The point we're trying to make is this: much has changed in the last few centuries. Your brand has been fragmented like the blade of a shoddily-forged cutlass: it lives on your advertisements. On your webpage. On Facebook. On your office walls. On pens and pencils you hand out in fairs. On your business cards.
With so much stretch, reigning in these assets is an increasingly difficult task. Agencies like us exist, in part, to lend expertise towards untangling the assortment of locales your brand can be found. But strategy aside, we're all still learning what it's like to have so many “virtual” locations for your brand. Sometimes, it gets away from us, and our customers help define just what it is they're interacting with. They blog, they chat, and suddenly your brand has a whole new meaning. But one thing's for certain; as new mediums develop, as virtual reality springs to life and space finally becomes colonized, rest assured you'll find brands there, too.
Until next time,
www.36creative.com
AN OFFICE WITH A VIEW DOESN'T WORK
If you're an aficionado of HGTV like us, you know there's one Big Thing homeowners-to-be always ask for: a home office. With a view. In fact, it's an American Dream that's been sweeping the nation more pervasively than Fievel and his delusions of cowboyhood: a corner office that looks out over the city. Or, if you're more the natural type, a space with windows offering a peek at trees, at sweeping fields, at the ocean. It's a nice sentiment. And it doesn't work.
Why? Work is hard. It's difficult to be obsessed with the minutia of databases or the subtleties of marketing when there's an oh-so-cute pigeon cooing at you and the surfing is great today. There's no greater aspiration than changing your status for the good. From clawing your way up from humble beginnings and becoming something huge. Where is the motivation to grow when your office is already listed in www.amazingkickingradoffices.com? There isn't any. And as we know, real motivation means results.
So let the corporate bigwigs have their penthouse offices. Dimly-lit basements and extra-wide cubicles help to conceive the most brilliant ideas. We're working on the next one already.
Until next time,
www.36creative.com
EN GARDE!
Hold on to something ladies and gentlemen, because we're going to start the week with a barrage of swordplay metaphors that will have you clutching your foil and shouting, “My name is Inigo Montoya!” This week, we're during our finely-pointed gaze to the athletic sport of fencing (no chuckles, there) and somehow link the whole thing to marketing. Hey, that's what we do at 36creative—invent new things. Just like swordsmen, the right advertising and marketing strategy for your business will get your point across. Arm yourself, and let's begin!
Strike as hard and as fast as you can. Marketing campaigns are like lunges: you can only do so many before your arm gets tired. Make every attack count. If you're sending out an email blast, take the time to write it or have it written professionally to maximize effectiveness.
Keep your guard up. Prepare yourself for the bad times, even while you're maximizing the good. Put some capital away for the famines that affect your business (and there will be famines). Don't be afraid to refuse business to a nightmare client, and take strides to protect the overall quality of your service.
If you're going to parry, always repost. Take on the competition, compete in within their market segment, but strike back by providing something they don't. Offer lower prices. Individualized service. An unusually suave sense of style. You'll be scoring hits and drawing blood before you know it.
Until next time,
www.36creative.com
STARCRAFT II: A STUDY IN MARKETING
If you listened carefully on the way in to work today, you probably got to hear the screams of digital bug-eyed aliens as they were gunned down by teen-aged gamers and the teen-aged gamers-at-heart. This week marked the release of StarCraft II, a long-awaited sequel to a video game originally released in 1998 that saw players compete in real-time battling crab-aliens, bug-aliens, and even more aliens. But, if you've been paying attention, you've noticed that every media outlet has been buzzing about this newest game. It's a trending topic on Twitter. How is Blizzard, the creators of StarCraft 2, pulling this feat off? Let's take a few lessons from their success.
Do things differently. Blizzard didn't release their game early to reviewers, and the whole world heard about it. A calculated plan? You bet. Mix it up yourself for maximum results.
Stay loyal to your fans. Rather than overhauling and completely redesigning a game system from the 20th century, Starcraft 2 keeps the essentials and makes them even more special. Likewise, listen to your fans and keep on giving them reasons to love you.
Be exceptional—for a long time. Fifteen years ago, the name “Blizzard” meant a day at home and plenty of shoveling. Today it refers to the video game powerhouse that releases titles like StarCraft. People have long memories. Keep on being the best at what you do, and slowly but surely, people will notice.
Until next time,
www.36creative.com
YOU AND I MAKE WII
There's plenty to learn from the Wii. You know, Nintendo's latest video game console. Even if you aren't big into gaming, you've undoubtably seen the all-too cute commercials promoting the wireless wonder. But we're not here to talk about the success behind the Wii's marketing strategy—that would be too straightforward, and we do enjoy having our fun here at 36creative. No, I'm talking about the Wii itself, and what it has to teach us mortals.
Always stay in motion. Whether you're swatting at digital tennis balls or swinging your remote control to pitch a bowling ball down the lane (you *did* remember to use the strap, didn't you?), your Wii keeps you moving. Likewise, as a business, never stay in place. Don't get too comfortable try advertising online if you're old-fashioned, or hit up tradition routes if you're more the tech-savvy type. The more you push yourself through uncomfortable barriers, the better off your business will become.
When you have something to say, glow. If you receive an online message, the front of your Wii console glows blue. Likewise, if you have a message to tell your cusomers—if your product is better than your competitors, if you quality of service is outstanding, if you're more affordable than the rest—then you need to glow too. Get your message out in a new way. Use compelling copywriting, shine with brilliant design, and you'll get more people lining up to hear what you've got to say.
Do a little of everything. Can you tell the weather, respond to your great aunt's email, shoot shells at go-cart drivers—all from your couch? The Wii can. That's what makes it so popular. Want to be popular too? Provide a range of services to offer your clients, and reach out through a variety of media.
CHELSEA HANDLER'S DOG HAS 15,000 FANS ON FACEBOOK
Next time you company big-wigs are about to sit down at your fancy stretch-limousine conference table and talk about Facebook strategy, consider this: a canine who enjoys licking its own backside probably has a lot more fans than you do. Yes sir, the very same pooch who goes by the name of “Chunk Handler” has accumulated over 15,000 fans and you beat in both attracting Web surfers and probably in the area of sense of smell, too. Don't believe us? Check it out: http://www.facebook.com/#!/pages/Chunk-Handler/114261091957201?ref=ts
Here's the trick about Internet: it's zany. The Internet brought us the hamster dance, All Your Base, and Perez Hilton. To succeed online, you need to generate buzz, either by finding yourself to be the loyal companion of foul-mouthed comedian, or being Chelsea Handler's dog (cheap shot at Tom Arnold). Make videos. Create controversy. Don't be afraid to be crazy. That is, if you're ready for the customers.
Signing off,
TWITTERING TIPS FOR INTROVERTS
If you're a Chatty Cathy, it seems like you've hit pay dirt with social media. Those with silver tongues are finding it easy to gush out information about their businesses (and what their dog ate for dinner last night). To those shy entrepreneurs, it's a little more difficult to hop on and get blabbing. But if you ignore Facebook and the blogosphere completely, and you'll be leaking customers faster than BP.
Whether you're hot to trot with the updates or a little more reticent, it's important to keep in mind that you're online to serve the customer—not the other way around. Rookie businesses often mistake Twitter and Facebook as a platform for promoting your products. The rub? Social media isn't a commercial. People can surf away with the click of a mouse—and they often do, given the growing commercial nature of the Web. So as the strong and quiet type, it's important to make every post count.
Set up a schedule for updating your social media. Try to get at least one post out a week. Share articles relevant to your community, or post up insider info that helps those who take the time to get to know you. If the personal nature of your business rankles, try longer-form articles that help you touch base with your customers without the vulnerability of real-time. Post up blog articles. It may take extra effort to get jibba-jabbin', but your customers will thank you for it.
Signing off,
www.36creative.com
THE ZEN OF MARKETING: BE THE CUSTOMER
You're the decision maker—the head-honcho, the big cheese—and you've been involved in your company for so long it's what you dream about these days. Your friends get to hear about your business all the time (poor them!). One side effect of your involvement, however, is a disconnect from your customers that only grows the longer you've been in business. But here's the rub: to be an effective marketer, you have to think like the consumers of your product.
So try it out. Think of your product as one among many, and then ask yourself, “what would it take to convince me to buy?” Pay particular attention to your online presence: does your website immediately spell out exactly what it is you're offering? Do the 10 pages of description of your leadership team really help seal the deal? Is there any easy button to click or a number to call so you could start the process? And what's up with all the animated .gifs?
There is no “typical” customer. You have to approach this role reversal with the knowledge that you'll be stepping into the shoes of many types of people. A customer who knows the industry inside and out, a customer clueless as to what you sell, a customer who's in a huge hurry, ad infinitum. Lots of work, but worth it. Tinkering with your business from a perspective of an outsider is a good idea—large companies pay out millions to consultants to do just that. You can do it more cheaply. Just be creative.
Until next time,
www.36design.com
LET'S GO RETRO
Ladies and gentlemen, grab your tube socks and snap on your snap bracelets—this post, 36design is going back in time. That's right, we'll be traveling back to a time where the term 'Facebook' was shorthand for Dwight D. Eisenhower's autobiography and Augmented-Reality advertising meant cold calling whilst partaking of the wacky weed. Don't tell Mashable or CNN.com, but what was true then is still true today: low tech marketing works. Though we're slowly burying some archaic marketing moves, others are alive and kicking. Here are a few low-cost, old-fashioned, big sellers.
Sales letters. A well-written, simply stated letter can you clients or customers by the thousands. One thing that -has- changed: its delivery system. Stick to email. Most snail mail letters get tossed.
Press releases. Since the modern media has been alive, businesses rely on press releases as a means of disseminating vital information while plugging their organization. With the access to instant information via the Internet, press releases are doing double: helping SEO while making your pitch for you.
Face time. Don't neglect the meet n' greet. With the rise of virtual companies and online offerings, nothing makes the sale better than a marketing profession willing to actually sit down and talk with you.
FIFA, SCORING GOALS, AND YOUR BUSINESS
What does football (and we're talking about real football, here, not the pigskin variety) have to do with your company strategy? Both soccer and your company is about scoring goals. You're out to beat your competitors—with a minimum of fouls, if you please. The best teams rely on fellow players. When everyone's working in concert for a goal everybody is pushing for, magic happens. Odds are defied.
How can you succeed? Take a page out of the FIFA handbook. Sometimes you won't be able to smash your competitors winning streak, especially if they're an established player out already dominating the sport (and who practically invented the game. We're looking at you, England). In this case, aim for a tie—that's a victory in itself. Approach from the sidelines: think social media, brilliant design, awesome branding, innovative marketing.
Until next time,
www.36design.com
5 QUICK TIPS FOR BIG ATTENTION
You're a company that wants more business. Join the club. The good news is that for every dollar you spend in marketing, on average, earns you three dollars in return. Looking to up the ante even more? Try these buzz-worthy avenues of getting the word out.
Hold a contest. Everyone loves a winner, and a contest gets people involved. The prize doesn't need to be big, but the more offbeat the booty, the more people will talk.
Speak with the locals. Oftentimes local businesses will share marketing secrets or go in together on the cost of advertising. Make some friends and see what happens.
Record a video. Ever hear of something called YouTube? Put your best material out there. At the worst, the listing of your company on YouTube will help your Google ranking. At best, you'll go viral and have customers baying for your business. Not a bad deal.
Start a blog. And hit Facebook and Twitter. Customers are using the Internet with increasing frequency to make purchasing decisions. Put yourself in their path.
Write letters. Nothing is quite so as effective as good, old fashioned, inexpensive sales letters.
WHAT THE FISHERMAN KNOWS
He may smell like chum and sport a month's worth of facial stubble, but you and the fisherman have this in common: you're both after the big one. You want to land that huge client that will keep your coffers padded for a year, and net the customer who makes the phrase, “repeat business” a household term. Like the fisherman, you dream about the big catch and the thrill of victory. Here's what the old salt can teach you in the process.
Choose the right bait. If you're not picking your lure correctly, you could be up to your ankles all day with reel in nothing. Get to know your demographic. Does your customer base want big savings, or great service? Is the best way to reach them online, or should you choose a more traditional route? Do the research and then choose wisely.
Start early in the day. Stay on top of trends and current information in your industry to move your marketing. Don't hem and haw over the details—if a trend is up and coming, you owe it to your business to plan out a strategy.
Be patient. Sometimes it takes a while for the big fish to bite. If your tactics are solid, don't be afraid to wait a little while. And for goodness sakes, take a shower. You smell like a trout.
Until next time,
www.36design.com
MARKETING MADNESS: TACTICAL EDITION
We admit it: we're strategy guys. We love the big picture, laying out goals with our customers, and following through with work that backs up their desires. But today we focus on the nitty gritty: the actual steps you can take to add that extra oomph to your marketing plan. Whether you're writing a sales letter, creating a billboard, or laying out a brochure, keep these tips by your side for fantastic results. Let's get to it!
Include a catchy headline. When you're putting together your pitch, add in a headline that prevents a customer from tossing out your piece. But don't forget the substance.
Don't forget the call to action. So a customer is hooked, but then what? Include a line at the end of your piece that tells them what to do next—such as give you a call or visit your website.
Always capitalize the word FREE. Always.
Graphics matter. People love seeing people. Images that reinforce your line or work is fine and dandy, but put some faces to your business, and your consumer base will connect more readily.
Thanks for reading!
YOU CAN'T KEEP A GOOD PAC-MAN DOWN
You saw it. You clicked on it. You heard the boop-boop-boop of the man in yellow chomping down power pellets like Carl Winslow at Annual Chicago Police Officers' Ball. It's become an Internet meme already, with Facebook posts, Twitter tweets, and text messages buzzing about the good 1 minute, 2 minutes tops you could easily kill by clicking the Google logo on May 21st, 2010. To play Pac-Man, of course. Sweet.
It was a great publicity move for Google. Any time an Internet community buzzes about your company, that's a good thing. But here's the magic: Google and Pac-Man have virtually nothing in common. Seriously. One is a round, bald, yellow hero, the other is a billion-dollar, multi-national company. It's a lesson any business can learn from: you don't have to do what's expected. There's no rule that tells you to dip into your company handbook every time you promote yourself through marketing, hold a competition, or send out a brochure.
To stand out from your competition, try the unorthodox. Tap into beloved, Gen-X memories. I think Rainbow Brite and Mr. Potatohead are still up for grabs—but don't quote me on that. Even if it feels wrong, it could end up working in a way that's oh-so right.
Bonus credit: what childhood pop culture memories do you wish more businesses used (or abused?)
Signing off for now,
www.36design.com
MONDAY'S MARKETING MOTIVATION
You're fulfilling orders. You're providing your services every day. Despite the recession, you're keeping busy, and juggling the demands of running your own business with a rocking personal life. With days like these, who has the time (or energy) to market? But here's some science I'm dropping on your lap: all successful businesses, even busy businesses, perform some level of marketing. Here are some great reasons to put yourself out there.
Customers are migrating online. Even if you have a solid customer base now, as consumers spend less time reading periodicals and exploring their world, and more time surfing from the comfort of their living room desk, the way they consume products will change. Moving your marketing strategy online is a great way to ensure future viability.
Marketing plants seeds. All to often, businesses stretching out their marketing arm are discouraged when they don't see immediate results. They're miss that all-too crucial element: time. If you advertise to particular clients, expect to hear back weeks, months, even years later, having tucked your telephone number somewhere, ready to retrieve when they're ready to buy.
Make more money. This is a no-brainer. Good businesses succeed. Great businesses grow. Even if you're handling a large bankroll now, your company has the potential to make more money through marketing. And after all, isn't life all about reaching your potential?
WHAT COCO CAN TEACH US ABOUT MARKETING
The man. The legend. The red pompadour. Whether you love him or want to send him crashing through Max Weinberg's oversized drum, you have to sit back in awe over the marketing buzz surrounding Conan O'Brien like a swarm of hilarious bees. Since his epic battle royale with man o' the chin Jay Leno and the subsequent dismissal of the Man-Who-Dances-with-Strings from NBC, people have been refreshing the dickens out of the Entertainment section of MSNBC.com to discover what happens next. Despite supposedly being out of work, Conan O'Brien has been the topic of choice for morning talk show hosts and water-cooler enthusiasts alike. And just like his talking, cigar-smoking canine companion, there's a lot he could teach us about marketing yourself (or your business).
Twitter. It's all the rage—so that's where you'll find Conan. After seeing him exert an almost god-like influence to propel an obscure teenager to near-celebrity status, is it any wonder why businesses are going the way of the tweets?
Facebook it. The “I'm with Coco” Facebook fanpage has around a million fans. Still. A lot of eyes go over every post that float through that pipeline.
Go Live. Get out. Interact. Shake hands in person. Even if it means rocking out onstage to really bizarre renditions of 70's classics.
Get them on your side. Above all, form a connection. The people are with Conan (whether you like it or not), and you can bet that will translate into dollar signs in the long run.
RETRO EDITION: WAY-BACK MARKETING MOVES THAT WORK
Ladies and gentlemen, grab your tube socks and snap on your snap bracelets—this post, 36design is going back in time. That's right, we'll be traveling back to a time where the term 'Facebook' was shorthand for Dwight D. Eisenhower's autobiography and Augmented-Reality advertising meant cold calling whilst partaking of the wacky weed. Don't tell Mashable or CNN.com, but what was true then is still true today: low tech marketing works. Though we're slowly burying some archaic marketing moves, others are alive and kicking. Here are a few low-cost, old-fashioned, big sellers.
Sales letters. A well-written, simply stated letter can you clients or customers by the thousands. One thing that -has- changed: its delivery system. Stick to email. Most snail mail letters get tossed.
Press releases. Since the modern media has been alive, businesses rely on press releases as a means of disseminating vital information while plugging their organization. With the access to instant information via the Internet, press releases are doing double duty: helping SEO while making your pitch for you.
Face time. Don't neglect the meet n' greet. With the rise of virtual companies and online offerings, nothing makes the sale better than a marketing professional willing to actually sit down and talk with you.
THE RULES OF ATTRACTION
Dennis Kucinich hearts his gorgeous wife. The Japanese love gigantic robots. Slimy the Worm spent hours in the company of Oscar the Grouch—a frankly unfathomable choice. These peculiar pairings can only lead to one conclusion: opposites attract. You never know what someone is going to be drawn to by that great mystical magnet we call “attraction”. And it is a great magnet indeed. Marketing is the art of swaying your customer's interest with hot, well-proportioned websites and marketing messages, and the science of whispering sweet nothings into clients' ears with brilliant marketing prose. Simply stated, being the Casanova of customers leads to great rewards (read: more business). These off-the-wall archetypes represent the oddities in your consumer base and how to work a little magic on them.
The Chatterbox: How-how-are-you-have-you-heard-about-these-guys-and-girls-they-never-seem-to-take-a-breath-and-usually-have-a-concert-or-party-or-Bar-Mitzvah-to-race-to-and-did-you-catch-the-latest-episode-of-Lost-why-is-Hurley-still-so-FAT! Put their motor mouths to work on your blog, Facebook, and Twitter. Having active consumers who are
The Scientist: You know the type. Eggheads. Nerds! He or she pours over the computer late at night and ravenously consumes any information you put out. How can you capture their affection? Make your case and provide no shortage of information. Provide testimonials, studies, related articles. Just don't shove it out there for the commoners to stumble over. Make 'em dig a little. They won't mind.
The Luddite: These techno-phobes think the World Wide Web is a horror flick about space spiders taking over the planet. They don't use the 'net, they think Twitter is whack, and Facebook sends them running for the hills. How do you reach them? Don't neglect print advertising. Use ancient communication devices called “telephones” to make your pitch. You might even consider placing an advertisement or two in a “newspaper”.
SOCIAL MEDIA = TREASURE HUNTING
Says the Mike Mitchell, the man who created the “I'm with CoCo” Facebook group and who has, to date, 982,106 fans: “What now?” As companies, we know the drill. Collect as many fans using social media as we can with informative updates. Tease with upcoming events. Provide value to our patrons. But here's an here's an equation that all too often businesses forget: fans and followers do not = customers.
Why?
The reason is this: it's a lot easier to push a “Become a Fan” button than to dish out some of our hard-earned scratch. And whether we like it or not (and whether we let our Facebook fans in on the secret or not), companies are in the business of making money. It's the true measure of a company's success, and the route of a rise to Rockefeller-esque stature. But that doesn't mean social media isn't an incredibly valuable tool to organizations. On the contrary, the ability to tap into your fan base is a source of business, revenue, and sales. Successful businesses exist today using social media as 100% of their marketing.
How can you tap into your growing, albeit slightly stagnant fan base? Link your fans to real-world events. Offer discounts available only through social media outlets. Ask for new business. Make business contacts and explore new sources of revenue. Once you begin looking at your online presence as a possible source of treasure and not simply an end unto itself, you're going to want to grab that pickaxe and go exploring.
THROWING MEATLOAF AND THE RISE OF THE STORY
Consider this a follow-up to our recent blog entry, “Romancing Your Customers”. In this author's estimation, people seem to enjoy reading about romantic misadventures. Also, it's free therapy (for me).
Good dates go bad. Relationships, too. What once started as pleasant chit-chat and coffee outside a book store, can, in a few month's time, become a morass of returned belongings and the throwing meatloaf. The nice stuff, too, with actual onions baked in. Meatloaf—especially good meatloaf—should never be used as a weapon, kids. But even with all the drama, I'm glad it happened. What's wrong with me?
It's simple. I gained something from the relationship besides meat stains: a yarn that stops people in their tracks. As it just so happens, most businesses lack that most crucial element of all: storytelling. Anecdotes are a dime dozen. Variety stores sell them by the buckets and you can read them on the toilet (editor's note: guilty!). But what truly draws interest and customers in by the droves is a compelling story. This much as been proven by Facebook alone: people, -characters-, gain much more attention than causes. Consider this: the group “Let Constance Take Her Girlfriend to the Prom!” has (to date) 329,066 fans—as opposed to the organization which actually sponsored and created it, the American Civil Liberties Union, at only 3,022. Tap into storytelling to propel your marketing. Discover your own compelling story. When you do, expect more customers. In droves.
3 REASONS TO BLOG
I'll be the first to admit: many company men don't like the word “blog.” Maybe it's the stigma of kitsch from 2005-ish with all those geeks in all those basements. Maybe it's the sound of the word, a prime example of an unnecessary amalgamation (a language technique of combination which has produced other such cringe-worthy words like “edutainment”. Yuck). But whether you love or hate the sound of the word, a blog can do wonders for your business. More companies are starting up blogs of their very own and seeing results. The current forecast is this: The so-called blogosphere doubles every 6 months. Here's 3 not-so-well-known results that blog-owners everywhere are experiencing.
SEO. Business peeps are turning to blogs for one huge reason: it keeps your site content dynamic. Google doesn't like to see websites spat out by whatever process you use and sit there like a lump of clay. I wants sites moulded. Dynamic content in the form of blogs is a great way to stay fresh and at the top of search engine result lists.
Promotional tools. Let's set the record straight: a blog is not the place for a sales pitch. It isn't an extended version of your website, where you can unfurl the deepest depths of your company handbook. But it is a great medium to announce events, offer recruitment advantages, or simply gain more visibility.
Bragging rights. You're in a company pitch meeting and you're looking to make small talk. How about: “have you checked out our blog”? The big boys have 'em and you should too: blogs that read well and function as effective sales tools. Having a functional blog is another checkoff box for potential customers vetting the professionalism and effectiveness of your company. Don't miss out.
AND THE OSCAR GOES TO...
As far as viewership goes, the Academy Awards have a good thing going. A slow decline in viewership non-withstanding, what you have a cultural tradition of glitz and glam, a fabulous marketing vehicle, and a legacy passed on through SNL skits and commercials alike. But how does it work? Why do people care in the first place?
One answer is simple: community-building. It's a recipe for success, a network of people—from red-carpet commentators to the comedic stylings of guest hosts—that achieve an overall effect greater than the sum of the parts. The Oscars have established itself as a tradition in Americana. People love to watch.
How can you cause an effect like this? Build some community of your own. Social media is a great place to start. But it's not enough: you need to wire your existing networks together in a way that's at once meaningful and clear. Provide value, whether it be through contests or information, to your clientele. Host an event of your own, and make sure the content reaches the ears of your viewers. Pretty soon, people will be clamoring to see what -you- wear (and let's hope it's not ripped jeans and a tank top).
PUTTING THE BRAINS BACK IN MARKETING
Let's cut to the chase: how your organization markets itself spells the difference between scraping by and sweet, sweet company cars. It's not enough to post a website and hand out business cards to everyone you meet. You need a sound marketing strategy, and the tactics to back it up. Here's a few quick tips on making marketing work.
Don't be a superhero. If you're advertising to everybody and anybody, you're not doing it right. Say you're selling affordable produce. There's no need to stick flyers in that fancy boutique—those posh clientele are more interested in the organic (and over-priced). Identify your target market, and chase them with gusto.
Say something different. Do you offer great service and low prices? Guess what: everyone else does too! You need a value prop that talks about the actual value you provide. Find out why your customers choose you. Heck, ask them if you're really looking for the inside scoop. Maybe you're in a convenient location. Perhaps you offer one-on-one time that the other guy doesn't. Once you have your angle, capitalize on it.
Keep at it. According to surveys, a huge chunk of marketing campaigns fail because of lack of follow-through. Be smart: do your homework, and come up with a plan. Then give it some time. Follow your research through to the end and trust yourself that you're marketing effectively. Sooner or later, the business will come.
BEYOND THE PROFILE: 10 QUICK FACEBOOK TIPS
You've had it up to here with social media. LinkedIn makes you TuneOut. And If you read one more article on tweeting, you're going to take a sledgehammer to your birdhouse. But keeping an active social network for your business doesn't have to be complicated. Here are 10 quick tips to maximize your Facebook presence.
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Fill out all business information completely—including website and physical address.
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Post at least once a week. Activity keeps you relevant in the mighty eyes of Google.
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List ways to connect with other parts of your business. For example, a link where your fans can sign up for your newsletter.
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Share useful articles, videos, and links to resources that can directly benefit your customer.
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Don't be afraid to ask for help or for fresh ideas on your wall—it keeps your fan base interested and interactive.
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Post recent work or ongoing collaborations to your wall. Even if you're a resource for your fans, they still don't mind hearing (occasionally) about what's going on in that office of yours.
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Actively network. Find similar companies and message them. Identify client bases, and do what you can to tap into them.
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Offer discounts. Better yet, offer discounts only available to your Facebook fans.
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Go meta: create a separate Facebook page designed to cater to a specific market segment and provide a service that's external to your company.
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Advertise. Facebook ads remain a great, low-cost way of attracting more clients to your Facebook page and website.
BANG! PEW! AND OTHER SOCIAL MEDIA POWERPLAYS.
Remember that game “Crossfire”? Maybe I'm dating myself. The gist of it is this: two opponents faced off and shot metal ball-bearings at each other with plastic purple guns. The key to the game's success wasn't wanton metaphorical violence (but that always helps, right?). It was this: face time. The social element. Businesses are tapping into the basic desire for actual human interaction with social networks such as Twitter, Facebook, LinkedIn, and plenty of others. But nowadays, it's not enough to simply have a presence. Your content must be maintained with gusto. It must provide value.
Everyone loves a little competition. Or a big competition. Just so long as someone walks away with a prize. Whether they're stay-at home husbands or wives, or they're international business gurus who eat small businesses for breakfast, a site like Facebook or Twitter reaches your visitors when their guard is down. There's a good chance that if they're surfing, they're bored. Stave off that boredom and gain some attention in the process with a good ol' competition. Just follow the rules: keep it simple, let them enter in one sitting, clearly define the prize.
Speaking of prizes, there's an easier way to gain followers, fans, whatever you want to call them: link up. Your website, social media, and print advertising should all support each other. On your website, send visitors to Facebook. On Facebook, send users to your website. When you finalize a “whole value” package, your user base can glean valuable information from you while establishing your company as a go-to resource. Sweet.
By the way, as you're reading all this, know that we at 36design specialize in turning social media into real business opportunities for your organization. Get in contact with us. http://www.36design.com/contact-us.php
WINTER OLYMPICS AND THE RISE OF THE MARKETING HERO
Faster than Bode Miller the second time around. More graceful than that pair of Russia figure skaters who hate each other. Your enterprise is on the move, and like it or not, you're in a competition. That's the nature of free enterprise. Even if your company sells pink plastic skirts for dashboard hula girls, guess what? You're up against that other company who sells pink plastic skirts (And you know what? They just hired a new CEO).
The same goes for marketing. Now, you' might be saying, “Wait, handsome 36design writer! I'm not in the field of marketing at all!” Oh, but wait, I challenge you. Even if you're not in the marketing field, think again. You're in the field of marketing. That's because whether you own your own business or are part of a larger company, how your organization markets itself keeps you paid. Your company needs to find its marketing event, and like the Winter Olympic heroes you see splashed up on NBC, you need to try harder than everyone else.
Nobody is a superhero. You won't see Apolo Ohno twist it up in moguls, or Shaun White twist pirouettes on the ring while spectators clap politely. But this is what you can do: find your marketing event and excel. Maybe your company promotes through print advertising better than anyone else. Maybe your online segment is top notch, and your social media strategy (Twitter, Facebook) draws in new customers by the hundreds. What I'm saying is this: marketing strategy, like the services you offer, is diversifying. Companies don't have the time or patience to do it all. They can go with a genius marketing company (ahem, like us), or pick that one marketing event and go for gold.
Don't be a Bode in '06. Be a Bode in '10.
ADVERTISING: THEN AND NOW
Happy President's Day! During this celebration of leaders long past—a holiday long since usurped by used car dealerships the world over—we'd like to reflect on advertising campaigns of yesteryear and how they've changed today. Or how they haven't changed. Or how they've gone all flashy, but the meat and potatoes of human attraction and branding are still very much relevant—even in this very futuristic year of 2010.
Signs.
Today, the adage is simple: the only good sign is an interactive sign! That means Internet. Where peasants once roamed the streets in search of waterin' holes for their donkey and firewater for their bellies, the peasants of today simply turn on their computers and visit www.waterholesfordonkey.com. Streets have gone virtual. But what's stayed the sample is the visual nature of signs. Make sure that your Web presence is as impactful as those flashy iron signs from long ago.
Word of mouth.
Here's one where the past and present collide in a dramatic way not experienced since Encino Man. The simple way to advertise the services you provide or the goods you shoot out is to simply produce the best product you can. If you're extraordinary, people will talk. Advertising is a catalyst; it accelerates the process. The difference between then and now is that online and direct outlets make it easier to make more money, faster. Sorry, Rockerfeller.
Networking.
Once upon a time, people used to visit one another's houses and would chat at local taverns. Seriously! Today, of course, we can simply log into Facebook, Twitter, or one of a hundred similar social networking sites and eat a Hot Pocket while playing Farmville with old friends from high school. Buzz today is just as important, but generating a dialog with customers is now almost essential. It's growing into a huge component of any customer base. If your company doesn't have a presence in the blogosphere or on social networking sites, odds are that by the end of 2010, you will. Because you should.
DOMINOES TO WORLD: ONCE UPON A TIME, OUR PIZZA WAS HORRIBLE
2010 is shaping up to be the year of audacious advertising stunts. Recently, Toyota issued what is generally unheard of in the corporate world: an apology. In the form of a commercial. “In recent days, our company hasn't been living up the standards you expect from us. Or that we expect from ourselves...we're working around the clock to ensure we build vehicles of the highest quality. To restore your faith in our company.“ Gasp! Going another round in 'Shame Game' advertising (I coined that phrase, media outlets of the world! Me!) is Dominos Pizza. Their message: Our pizza is mind-blowingly terrible. Awful, really. But for once, we're going to do something about it.
Recently, Dominos launched a series of commercials, including one oh-so-close pan-in shot of a Twitter comment stating that Domino's “pizza was cardboard”. http://www.youtube.com/watch?v=AH5R56jILag
Buck up, Dominos! We are our own harshest critics. Is Shame Advertising the new trend? And more importantly, does it work? Does the audience appreciate candor from a company followed by a promise of change? Or does the interruption in rhetoric from companies do more harm than good, flashing the work “CARDBOARD” through our brains next time we find ourselves nestled between “The Hut” and the good ol' Red and Blue? Time will tell. In the meantime, forgive us for leaving the office toilet lid up. We'll change (no we won't).
MURRAY HILL FOR CONGRESS!
If you're looking for the next American leader, have we got a candidate for you: http://www.murrayhillincforcongress.com. Yes, you're reading that right—a corporation is running for congress. In between images of cows superimposed against the cold, steely blue of the Washington political machine, you'll be reading language that's clearly facetious: “...today, thanks to an enlightened Supreme Court, corporations now have all the rights the founding fathers meant for us. It was their dream to build the best democracy money can buy.” But look closer. Still closer. Yes, that's right. Murray Hill is AN ADVERTISING AGENCY. And the site just happens to be their homepage. Complete with a portfolio of their work. Yep.
Talk about buzz-worthy! Murray Hill's stint is complicated: an advertisement disguised as a political statement disguised as a congressional campaign. Sneaky, huh? What a great move! Wondering if it's paying off? Go ahead, google “Murray Hill for Congress”. Then sit back and marvel at the thousands upon thousands of hits from seemingly reputable media establishments. That's tons of exposure. You think Murray Hill is picking up clients from this? You bet.
This is what we're talking about when we rift on guerilla marketing. It's all about searching out the “next big idea”. And no, we're not talking disposable whoopee cushions or recumbent bicycles for household pets—it's stuff like this. Off-kilter, difficult to imagine concepts that cross boundaries and make people who love to talk, talk.
So tell us what you think: 36design.com for Senate?
NEW WAVE OF NEW MEDIA
If you haven't riddled out your social media strategy, it's time to get that brain pumping. 2010 is promising to be a trending year in terms of real-world benefits for so-called New Media (not so new anymore, is it?). We're talking Facebook, Twitter, blog. You know, places on the 'Net you need to explain to your grandmother using small words and an abundance of patience. Companies are turning these social media sites into gold mines for new business. Here's what they're up to.
Facebook fans are becoming customers. It's one thing to maintain a stream of relevant content for your Facebook and Twitter loyalists, but the gurus know how to pull sales from the masses. Companies are promoting their brand along with special offers, and offering special deals to “fans only”. Dell has turned their Facebook presence into a “Small Business Solutions” center—an innovative use of the space that's paying dividends.
Emerging media is everywhere in the form of podcasts, YouTube viral videos, and yes, even advertising in the popular online game “Second Life”. Just ask the likes of American Apparel, who operates their own virtual store. We'll explore these venues in greater depth later, but for the moment, the big question is, “Is all this social media actually selling product?” According to the experts, yes.
iMARKETING THE iPAD
It weighs 1.5 pounds. For only $499.95, it will show you the Wall Street Journal and pictures from your grandmother's 80th birthday party. And it illuminates Steve Jobs' giddy face like a 55-year old kid with a flashlight. We're talking about the iPad. Odds are you recognize the name. Thanks to a generous treatment by the media, it rings a bell, even to those of us who tend think of pies and orchards when we hear the word apple.
Of course, this isn't a technology blog. We won't go into the specifics on the iPod (its lack of USB ports or what the heck happens if you drop the thing, hmm?). Instead, we're going to talk marketing. Specifically: the name.
Without delving into particulars of the wide, wide world of feminine hygiene products, let it suffice to say the name “iPad” is oddly reminiscent of a common article utilized by the fairer sex. But let's ask this: do you think the marketing masterminds at Apple knew that people would be buzzing about the name? That popular YouTube communities would be up all night, atrociously acting their parodies to millions of hits the next morning? Absolutely. Do you imagine they deemed a community buzzing about a funny name of a new product a terrible, terrible thing? Hell no. This is guerilla marketing at its finest, ladies and gentlemen: a calculated plan that would gain attention across New Media frontiers. And judging from the number of iPad opinion pieces on CNN, looks like it's working.
THE NEXT 'BIG' THING
A few weeks ago, we blogged about the world's (newest) tallest building: the Burj Khalifa. Remember? Located in Dubai and stretching 2717 feet, this giant of steel and lord of difficult-to-prounounce names looks like an upside-down railroad spike. Big it's big. Really big. But here's the thing about being on top: everyone's gunning for you.
Meet the Miapolis. Here's what the one-day-to-be-built colossal skyscraper's own website, www.miapoliscity.com, had to say about this up-and-coming contender: “Miapolis, the proposed world's tallest building at 3,200 FT high, is an icon building re-defining Miami as a cosmopolitan city, a worldwide tourist destination and an international financial center.”
Here's why we like it. It's beautiful. No, really. It looks like something out of the movie “Avatar”. There's two glistening arms stretching out and floors darting in between the pillars, ending at... is that a park at the very top!? Yup.
We like it. Every building is a commercial engine, and in this case, the Miapolis keeps to our marketing strategy: it's not always about bigger, it's about better-looking. Innovation. Design that accomplishes goals other than to be just... well, big. Brilliant always triumphs size. At least, that's our story, and we're sticking to it.
YOUR BRA COLOR AND THE GUERILLA EFFECT
It had all the components of a terrific marketing campaign: A wonky effect on a familiar medium (Facebook). It got people asking questions: “Why are all my friends posting colors as their status?” It had an edgy component attached to the story: women's undergarments (oh la la!). But surprisingly enough, the latest guerilla campaign to come out of Facebook had less to do with selling product and more to do with promoting a cure.
Late last week, Facebook-eers raised breast cancer awareness and eyebrows when a concept caught on: posting the color of your bra. Women from across the world—and guys too, I suppose, if that was their thing—helped propagate the digital wave.
Did it work? As a marketing strategy, yes. And what a success! What power! Reaching millions in minutes. That's the raw, carnal energy we're called, as marketeers, to tap into. Viral, explosive growth of a message. Facebook status takeovers. And it came from a single concept. With the power to reach so many in so short amount of time, our job in 2010 is to find ways to reach this population in a similarly concise way.
As for the effectiveness for actually finding a cure for breast cancer? It's a seed. But it can grow.
DRAMA, DRAMA, DRAMA
I don't know about you, but every time some lady hauls back and slaps a fellow, I perk up. The saga of Balloon Boy (“we did it for the show!) kept me riveted to CNN. And don't get me started on Wife Swap. America loves drama. Jerry Springer made millions on this simple fact alone. And you can use this mighty force to drive sales in your company—in the form of marketing initiatives. Here's how.
Tease a little. If you have a promotion coming up, don't just up and spit it out your news like a drunken relative. This is opportunity we're talking about. Plan a little first. Announce your upcoming offering, but be mysterious with the details. Be seductive. Flirt a little. Great marketing companies are masterminds of sleight of hand, and you'll turn more heads with a little antici— ...pation.
Tell a story. Have a cast. Have you noticed an uptick in character-based ads? The Oceanspray Cranberry bog boys, the Comcast technicians, the Sunlife Financial duo. Characters, their interactions, and the stories they create with their unique quirks connect viewers with companies. Better yet, if there is an argument or conflict woven in, that creates drama—keeping eyes on you.
Dramaticize through design. Nothing draws the eye like the unexpected. Go red when everyone else is going green. Draw a picture when words could do. We at 36design pride ourselves in creating drama through unexpected visuals. It makes life more interesting and earns our customers more attention. If you're stymied on how to draw interest, consider taking risks and going bold.
BREAKING DOWN THE DECORATIONS
A good advertising campaign is like a rocking holiday get-together: there's glitz, glamour, and people often leave with party favors. But when the music stops and/or the police arrive, it's time to pack it in. Launching a great ad blitz is fine and dandy, but how you treat the follow-up can spell the difference between just good or simply sensational. Not to mention the possibility of earning you more business!
Take down decorations right away. Pack away the glamour. Pull down online advertisements. Stop the presses for your hot, hot limited time offers. Not only will it send the message that you're moving forward, it'll prevent bargain fatigue and keep your brand looking snappy.
Write thank-you letters to your friends and family. Of course, in the business world, this translates into keeping up relations with valued clients and customers. Have that special someone valued by your company? Take the time to write a personalized letter thanking them for taking the time to check out your what you've offered in your latest ad campaign. You'll be surprised at the response.
Look ahead to the future. Like the holidays, good ad campaigns can spring up again and again and again! Start planning your next and to keep on top of your marketing plan. And don't forget the eggnog.
MARKETING AND MISTLETOE
Your stockings are hung. That cheesy-log-thing with the nuts all over it is carefully arranged. You've even spiked the eggnog. Before your guests start rolling in, you have a few minutes to sit back in your overstuffed armchair, suck on a novelty-sized candy cane, and ponder the marketing strategy for your business.
But wait! The same concepts that make your party a rockin' holiday bash translate perfectly into the marketing world (roll with us on this one!) Check it out. Whether you're crafting a campaign or masterminding a social soiree, similar efforts can make both events a success.
Dish out the treats: Offer inside views into the workings of your business. Provide special contact with the mucky-mucks of your organization. Dish out the discounts. Sales. Special deals. As long as the candy dish is fill, you can bet they'll keep coming.
Mingle: Networking isn't just for teenage girls and system administrators. The best hosts can work a crowd like nobody's business. Keep in contact with customers through email, sales letters, newsletters, and good old fashioned telephone calls. When everyone feels involved, you win.
Kiss under the mistletoe: If you're in a client-type industry, it's often said that 80% of your business comes from 20% of your clients. Those treasured relationships are worth a few smooches, right? A little special attention? One-on-one time that maintains a special connection? Work it. Just keep away relatives when it comes to the ol' pucker up. That ain't right.
TROUBLE WITH TIGER
Not a good month for Tiger Woods. After smashing his car through a row of shrubs, a fire hydrant, an electrical pole, and the tattered semblance of a happy marriage, the Doogie Howser of professional golf went on to admit affairs with not one, but two women. Media outlets replayed the juicy details over and over, much to the disappointment of his fans, his wife, and the delight of Entertainment Weekly. Suddenly, the squeaky clean athlete (sadly, a dying species) wasn't so squeaky anymore.
Tiger is big business. His serious stare is plastered on video games, shirts, shoes, and water bottles. Sponsers are nervous. Sports fans were bummed. Wives are enraged. As advertisers and small business moguls, we can take away this lesson: nobody's perfect. Nothing is air-tight. Your best laid plans will crash and burn and smash into fire hydrants. Smart companies know to pick up the pieces. If something goes wrong with your own strategies, don't wrap up the whole affair in the tablecloth like a Thanksgiving dinner gone terribly wrong and chuck it out. Pick out the good from the awful, and turn some business out of it. Maybe you didn't get the client, but you picked up some seasonal work along the way. Perhaps you didn't land that new distribution line, but you picked up some networking contacts. Make some good from the bad.
After all, Tiger Woods may be a tarnished prize, but he's still a hell of a golfer.
EVERYONE LOVES A VILLAIN
Michaele and Tareq Salahi. Oh boy. You know them. They're the pair that crashed the White House party a few weeks ago - sneaking past the Secret service like MacGuyver to shake the President's hand and bro-hug Joe Biden. Why did the world go gaga over that dastardly duo? You couldn't turn the corner without an image of the blonde one engaging in some vice presidential cuddling.
But it's not just the media with their fingers splayed firmly on the pulse of the villainous. Studies show that consumers respond quite well to bad guys. But you already knew that, right? Just think back to '80s and the Domino's campaign and their mascot, the Noid. Then try and forget him all over again.
Today's anti-mascots include a pack of nasty foot fungus ne'er-do-wells representing Lamisil. Don't forget Mucinex's offering: a walking, talking, Abbot-esque talking booger. Yum. Sprite's has used a slightly more refined methodology, turning their very own company into the villain with a sinister "subliminal advertising" campaign using flashing graphics, dark images, and confusion to get people hoping online and learn what these madmen were up to.
But we already know why we love a good villain. They break the rules. They shake things up. You should, too.
ROMANCING YOUR CUSTOMERS
She had dyed her hair black and wore it halfway down her back, straight. A thick white scarf looped around her neck - almost like a shawl. I was late. Only 5 minutes, but still. It was our first date. We hit it off, enjoyed a lovely meal, and then parted ways amicably. I felt a warm glow inside, but maybe that was just the Pad Thai. Neither of us called the other again.
Why do good dates go bad? Why do seemingly hooked customers turn away? The answer, in both cases, could be the same. The customers you meet and woo - the ones you feel oh-so good about - oftentimes evaporate, seemly spirited away into the night. What you missed was that magic connection. The spark. The elusive "chemistry".
Here's thing about chemistry: it all boils down to base ingredients. If pieces are missing, connections won't form, and we're left with a beaker full of reactants. It's science. Consider this when courting your clients:
- Don't talk too much about yourself. It's an old adage, but still true: the most important word in advertising is "you". Get to know your customer. Informing them about your company and its offerings is a secondary target.
- Stay away from too much irrelevant information. Do customers really need to know your dogs' names and that how your great uncle Louie inspired your business model? Keep your pitch brief.
- Sometimes you won't have enough in common. You won't connect because you shouldn't. When you and your clients aren't aligned, no amount of lip service will get you there. Let this one go. But don't give up tiger, there's plenty of fish in the sea!
THE MOST SUCCESSFUL COMPANIES MAKE THINGS SIMPLE
It's a case of David vs. Goliath: you, a small business, going against the big boys. How can you stand up to the Walmarts, the Goodyears, the PetSmarts of the world? The answer, it turns out, is simple.
The most successful companies know to keep things simple from the product they offer to their marketing strategy. Ocean Spray Cranberry has a terrific ad campaign using a ridiculously ordinary premise: two guys bantering in a cranberry bog. Their iconic duo has built brand recognition the world over. Lays Potato Chips builds their marketing on the simplicity of their ingredients: potatoes, oil, and salt. And if you've ever stopped in at a Five Guys Burgers, you'd know their menu is simple: burgers and fries (and also a veggie sandwich option for those vegans among us). Their branding and website (fiveguys.com) is about as simple as they come, red on white.
No flash and dazzle Easy peasy. Keeping things simple is a great way for small businesses to thrive. Find the one thing your company does best, and shine it to a brilliant luster. Do it better than anyone else. Talk about it. Promote it. Perform it. When you find that you're gaining that oh-so coveted attention, sit back and enjoy it. After all, success is simple, too.
WHY OUTBURSTS GET ATTENTION
One week. Two great outbursts. September treated us to furious Republican Joe Wilson shouting "YOU LIE!" during a presidential address, earning him muted gasps and a shocked, grandmotherly stare from Nancy Pelosi. Not to be outdone, the entertainment industry soon launched their own extravaganza dramatica when an intoxicated Kayne West stumbled onstage during the VMA Awards, seized the microphone from a Ms. Taylor Swift, and declared that "Beyonce had one of the best videos of all time." And other such nonsense.
And the media lapped it up. Pundits dragged out their best suits to debate the worldwide repercussions of a public snub. Water cooler impersonations ruled the day. The big question: what were they thinking? In marketing, outbursts take the form of guerilla marketing. That's advertising that shows up in unexpected arenas, on street signs, under bridges. Viral marketing is an equally powerful force - think how inappropriately creepy the new Burger King mascot is when he's sneaking outside your bedroom window. Also, think about how quickly you realized what I was talking about.
How can you turn outbursts into marketing? Find normally quiet forums and get yelling. Wilson and West had this in common: a passion for their beliefs and the guts to shout their message loud and clear. If you find your voice and the time is right, jump on stage. Shout out loud. You might come across as a cur, but at least you'll get folks buzzing.
THE ZOMBIE APOCOLYPSE AND YOUR MARKETING STRATEGY
Let's face it: it's only a matter of time before the living dead claw their way through their graves in search of brains and roles in the next George Romero flick. Hollywood and (evil) scientists have been predicting the whole affair for years.
The zombies are coming. And they want your tasty, tasty brains. But we're business folk. Survival is well and good, what what about our companies, hmmm? In addition to the harpoon guns, nets, beef jerky, duct tape, and armies of abandoned shacks from which to make our stand, we're going to need a sound business strategy. Here's some essentials that just could spell the difference between success and a hostile zombie takeover.
Provide an established product. People don't want to stop and learn while they're running from their great great grandfather; no matter the benefits your exotic new offering can provide. Whether you fix sinks, bake food, or assemble technology solutions, look to previous successes to ensure your own.
Stick to your branding. As the hordes rush in, survivors will look for identifiable signs. Shelter, food, ammunition. Stick with what you've established in the past so you don't confuse the sprinters. Save the experimentation for when the sun comes up.
Dig up customers. If you have less customers, do more marketing! Find attractive new ways to get the word out. Talk to marketing experts. Advertise to businesses, to individuals, through letters, email, pigeon carriers. Whatever it takes. Never count a target demographic out. When there's less people survivin', there's less people buyin'. So, dear friends, let's put down our hammers and raise our shotguns to toast to our commercial success. At least until the lights go out.
What Balloon Boy Can Teach Us About Marketing
October 15, 2009: a date which shall live in infamy. The world let out a collective gasp of horror as a lop-sided Jiffy Pop container lurched drunkenly around the skies of Colorado with a terrified 6-year old supposedly swallowed into its aluminum-coated belly. Of course, young Falcon Heene turned up safe and sound at home, and the family was soon branded a pack of faking fakers. But where does that leave us as marketers? What can we possibly learn from this experience (besides to always properly secure all home-made weather detection inflatables)?
1. Stunts get a lot of attention. Fast. (But honesty matters): Remember how scrunched up with worry newscasters' faces got every time the balloon flipped even a few degrees off kilter? Remember how peeved (and I'm being generous, here) we all felt when the Heene scheme was exposed? Shout your message loud and proud, absolutely. But be honest about what you're offering. What you say should aim to differentiate yourself from the competition rather than simply turn heads.
2. "We did it for the show" is a lot of hot air: Customers are smart. And despite what pop culture tells us, there really is such a thing as bad publicity. The solution? Razzle-dazzle that delivers. If you're promoting a new product or initiative, make certain you have something to promote!
3. Hiding in a box in the attic never works: The truth is, if your marketing strategy is lacking (or, gasp, you don't have one), hiding from the problem never helps. Enlisting the services of professionals and expert designers pays dividends in the long run. Plus, have you ever spent hours in a garage attic before? One word: spiders.
