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DESIGN CHANGE-UP: GOOGLE INSTANT IS HERE

9/8/2010

There's a great big, digital world out there and if there's one common thread developing in the online realm (besides trending topics constantly streaming from Lady Gaga's living room), it's this: companies are making decisions for you. Specifically, design decisions. Gone are the days of customization and the ability to craft your own Web experience (although, if we remember Geocities and flame.gif, maybe this isn't a bad thing). It's not good, it's not bad. It's just a trend. And the latest trend is this: Google has decided you want its latest feature, Google Instant.

It's small potatoes. It's a puff of air. The difference is that when you start typing into the Google search box, a whole other page loads and provides you dynamic results, as you type letter by letter. Some may love it (it does save time). Some will hate it (it's a little annoying if you already know what you're looking for). The point is this: Google changed without our consent.

To be fair, it's really quite easy to turn off the Google Instant feature. Just as the Google page switches over, just look for the blue text to the right of the search box, and turn “Instant is on” to “Instant is off”. Nevertheless, for millions, their Internet experience has changed without them commanding it to. Is the onus of design moving from consumer to company? Signs point to yes. It's becoming even more essential for organizations to provide exceptional design from the get go.

What's your take on the whole thing?

Until next time,

www.36creative.com

DESIGNED TO WIN

9/6/2010

Evaluating the effectiveness of your online presence is tough stuff. Here are�a few philosophies pro-designers always keep in mind when crafting the perfect site.

Consistency: Whether you have a navigation bar or a killer logo, make sure they're represented on every page on your site. A logical flow to your graphic elements inspires trust and your viewership to click through the separate elements you have to offer.

Loyalty to the brand: From the copy in your site, to the colors of your palette, to the attitude you convey with your images, keep your brand in mind. Are you a serious, focused group of experts? Or are you an up-and-coming burst of fresh young energy? Weave your message throughout.

Something new: Look to what the other guys are doing. Then do something different. Break the rules of traditional design with interwoven social media components, unique forms, or something that calls attention to what you're really about. Standing out from the crowd will catch attention and legitimize your company as a force to be reckoned with.

Until next time,

www.36creative.com

CANOODLING BETWEEN DESIGN, CONTENT, AND STRATEGY

9/3/2010

There's love in the air. We're talking about the relationship that's occurring at fulcrum of your online marketing: your website. How the trinity of your Web resources—design, content, and strategy—play off of each other will spell the difference between site conversions and online sales, and a stagnant yet flashy page you can show off to your relatives. Like any good relationship, if one partner gives up, the whole thing can go to pot in a hurry.

To keep love in the air, make sure every element backs the other two up. Your design should reflect your site content, and carry your attitude across every page. Are you bright, colorful, young? Keep that style in your graphics, by all means, but reflect it in every sentence you put on the Web. Back up your high-energy brand with high-energy SEO, including blogs with regular updates, Facebook and Twitter presences, and offline advertising that drives visitors to your website.

Don't let anything falter. Some of the most amazing websites in the world will never be seen because their owners lack the strategy element—an essential piece in obtaining visitors and earning more business. Inject some gusto into your blooming relationship and before long you'll be seeing hearts (and dollar signs) in the air.

Until next time,

www.36creative.com

REACHING NEW CUSTOMERS: A STEP BY STEP PLAN

9/1/2010

You're a business, and that means you're hungering for some new customers. It's only logical. You can service your existing clients from now until the end of time, but unless you gain some fresh blood, you're only going to be doing as well as you are today. Here's short plan of action for tackling customer acquisition.

1. You start with cost-efficient, targeted sales letters via both on and offline channels. You use original sales letters written directly to your clients that talk about THEM, mostly, not your operation. Using a listing service or an advertising agency, you produce up to 10,000 letters and mail them to pre-qualified clients. Assuming a response rate of 2 – 3%, that's up to thousands of possible leads.

2. You follow up your letters with more traditional advertising, including mailers, radio spots, and social media advertising. You jump on any emerging business.

3. In the meantime, you've build up a new website. Good for you! It's relevant, professional-looking, and includes samples of your work and testimonials from satisfied customers. You also have a contact form where potential customers can dive right into the process via call to actions.

4. You have the capacity to handle the new business without sacrificing your commitment to quality.

Now that you're armed and dangerous, get out there and make some (more) money!

Until next time,

www.36creative.com

DESPITE THE RECESSION, WE\'VE MADE IT

8/30/2010

Like Joan Crawford said in Mommie Dearest, times are tough. Surviving, let alone succeeding, is a difficult task, and we're here to toot our own horns a little and say we've made it. 36creative came into being during the recession, and while other businesses have been shuttering their operations, we're experiencing growth like never before.

Of course, we couldn't have done it without our exceptional clients and longtime friends. If we have one thing to say to other fresh organizations—and those looking for a little more security—is this: embrace technology. Change with the times. Look to new media and online spaces. Become a leader in your fiend by being better than the other guys, and then market the real skills your organization delivers.

Have a success story of your own? How is your company managing through the recession? Leave your comments below.

Until next time,

www.36creative.com

WRITE SALES LETTERS RIGHT

8/27/2010

It's back to basics on this holiest of all holy workdays: the day before the weekend. Forget all the razzle-dazzle of social media and augmented reality advertising and those guys who dress up as ice cream cones and dance for our twisted amusement, we're looking at the cornerstone of many a successful marketing strategy. That's right, the sales letter.

The sales letter is cheap. The sales letter is effective. It's a short, insanely well-written set of words on plain paper that makes the case for your business and the value it provides. To start off, you'll want a list of local businesses or customers who could possibly be interested in buying your fabulous products or partake of your wonderful services.

When you're putting together the letter, remember this tip: talk about your CUSTOMER, not yourself. Address their specific pain points, why they would find actual benefit it going with you over the other guy. Break your business down in human-speak; talk about what makes you different. Provide a bulleted list of your unique benefits. Don't forget to add in a “call to action”—a short sentence that tells your customer what to do after reading your letter; ie. give you a call or send you an email!

Alternatively, you could hire us to write your letter. We're brilliant every day. Now go outside and enjoy your weekend!

www.36creative.com

WHERE DOES YOUR BRAND LIVE?

8/25/2010

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

LADY GAGA IS #1 ON TWITTER (AND OTHER SOCIAL MEDIA NONSENSE)

8/23/2010

Ladies and gentlemen, if you've been under the impression that people are rational, consider this: the number one oft-followed Twitter account is Lady Gaga. That's right, more Homo Sapiens are tuned into the gaudy pop icon than any other scientist, politician, or author. There's an incredible number of reasons why people would want to do that to their Followers list, but today we're going to take a look at one cause: people love their information harmless and easy to digest.

Take this to heart when creating your own social media strategy. You have an awful lot to say. After all, your business is your legacy. Your friends and family are undoubtably tired of hearing your latest stories of operation, your plans, that crazy rush of business you experienced last Friday. But as much as you have to say, you've got to reign it in online. There's a reason people love entertainers (if you'll forgive the inane answer): they entertain. Companies should take this to heart.

So when it comes to Twitter and Facebook, don't be afraid to entertain. Be human when typing in your updates. Provide value to your viewers, but don't be so gosh darn serious all the time. Drop your po-po-poker face, and your followers and friends lists are sure to swell.

Until next time,

www.36creative.com

MAKING PEOPLE LOVE YOU (AND OTHER BRANDING NONSENSE)

8/20/2010

Some brands are decided in big corporate boardrooms, written in marker by men in starched shirts and prime-colored ties. They create brands for logical reasons, in a sterile, results-focused sort of way. And their efforts inevitably fail. See, you can't force a brand. A brand is a conversation between consumer and product, and if you hijack it, you'll lose your message. You can't force the love. Here are a few tips to take to heart if you want your brand to shine like the brightest star in the sky.

Be Sincere. Tell your message in a unique way, and be honest about your message. Don't give in to cliches. Let your brand live on its own—don't Frankenstein it to life.

Be Human. To connect with customers whom inevitably you're hoping will buy your service or product, your message needs to be relatable. Bizarre can be funny and memorable, but when you're selecting what you want to say, don't go overboard. Make at least a little sense. Be playful.

Be Smart. Clever lasts forever. Do something your competitors aren't, whether that's a bold new approach, a direct-to-the-point campaign, or a memorable tagline. Use your brains, and then sit back and watch the results.

Until next time,

www.36creative.com

YOUR ONLINE BRAND - AND WHAT TO DO ABOUT IT

8/18/2010

The Internet is the wild west of advertising, and it's slowly turning into science fiction. With souped-up mobile devices like the Android and iPad, consumers can hear about your company from a commercial or see a poster you've placed, and pull up your information, on the go, within seconds. Ergo, your online brand is becoming just as important as the off-line materials you produce.

How should your online brand behave? A little differently than your offline brand. Flash and dazzle is great, but you need to tune it down on the Web. You have less time to impress an audience—as in seconds. As soon as a visitor plops down onto your website, you have only a brief window to a) provide interesting, humorous, or compelling materials so they don't start snoring and b) immediately spell out what your companies does and how your product can benefit them. And it's important to do both. You can't make money without sales, and you won't make a sale if nobody is reading your marketing materials in the first place. Be creative, clever, and kind. The rest of the magic is up to your brand.

Until next time,

www.36creative.com

WHEN TO GET CREATIVE

8/16/2010

We all can agree: creativity is funny, fresh, and hip; an unequivocal force of nature that sweeps down o'er the plains and makes common companies famous. However, unchecked, it can be a force of confusion—we're looking at you, Microsoft and your oddly bizarre commercials with Jerry Seinfeld—and bury the message. Indeed, if there's one crime that modern advertising would go to the block for, it's forgetting to advertise in advertisements. Instead, some companies dress up their quirky attitude so gaudily they forget to make a sale in the process.

So how can companies produce ads without putting their audience to sleep? When do campaigns turn into cost-ineffective entertainment? There answer is, there is no easy answer. It's a balancing act, and it's more import than ever to stay relevant. Gauge your audience. Do the research. Above all make sense—what does airline food have to do with Windows Vista (besides both being something you'd rather not have served to you)? No much. Stay funny, but get your point across in the process.

Of course, finding targeted creative solutions is key. We're here to help at 36creative. And what we've got to say is this: brilliant campaigns are equal parts creativity and focused strategy. Fill up your glass with both.

Until next time,

www.36creative.com

TOM CRUISE INVENTED THE HOVEROUND (OR DID HE?)

8/13/2010

Old Tommy C is a busy fellow. In between dancing around in his underoos, delivering scary, pro-Scientology sound bites, and making creepy appearances on the Oprah Winfrey Show, Tom Cruise has apparently found time to invent a motorized wheelchair for old folks. Or has he? Turns out, it's another, lesser-known Tom who's masterminded the product: Tom Kruse.

http://www.youtube.com/watch?v=_0upM2TX5Fc

In between jokes of the commercial showing how poor Tom Cruise has let himself go, there's a (slight) lesson to take from this: there's power in a name. Poor Tom Kruse will never get the name recognition that Eli Whitney feasted upon with his clever cotton gin (thanks, 5^th grade social studies). See, unfortunately for Tom Kruse, there's a Tom Cruise. People don't have control over their name—outside of court—but what we do have control over is the name of our product and our business identity. Spend the time getting your brand right. Be original. And then double check. And for Pete's sake, don't name your product “The Hoveround.”

Until next time,

www.36creative.com

AN OFFICE WITH A VIEW DOESN\'T WORK

8/11/2010

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!

8/9/2010

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

DIGGING UP CUSTOMERS

8/6/2010

Whether you're opening up a bakery or starting a factory, you need customers. Offering a great product or selling a great service is nice and all, but without people consuming what you're putting out, you're going to find yourself stuck at “GO”. Try these methods to gain the attention you deserve.

Network. Attend local events and seminars that put you in contact with those you'd like to buy your product or service.

Visit the library. Look up local directories of businesses and send out sales letters.

Place advertisements. Newspapers, online, Facebook advertising, and radio spots all have this in common: they work. Aim for multiple, small advertisements when you're first starting out to find that sweet spot.

Offer promotions. And when you talk, talk them up. Everyone loves free samples, and the plan is that when customers are delighted with what you have to offer, they'll start talking you up.

Be the best. As the saying goes, there's no better advertisement than word of mouth. Astound your customers with what you have to offer, and word will get around.

STARCRAFT II: A STUDY IN MARKETING

8/4/2010

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 20^th 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

DESIGN FOLLIES: YOUTUBE EDITION

8/2/2010

When you click on a “Recommended for You” video at Youtube, there's a big ugly gray navigation bar at the bottom of your screen now, and we take issue. As design-aphillics like ourselves, the look of a webpage is critical to an overall experience. When you're looking at the latest hilarious video of 80's pop stars wiggling their hips, or setting up a sensational rick roll for your grandmother, you don't want to be distracted. And with no way to rid yourself of the navigational nightmare, you're stuck minimizing it for each new video. It's simply ungainly! To say nothing of the anxiety our smaller-screened brethren endure on their laptops and mini-laptops

The number one question of design should be this: does a provide a better overall experience? Dear YouTube, we say no!

Sometimes great design is simple. Let it breathe!

Until next time,

www.36creative.com

MAKE MONEY WITH NEW MEDIA

7/28/2010

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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.

YOU AND I MAKE WII

7/26/2010

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.

www.36creative.com

OLD SPICE GUY AND SOCIAL MEDIA

7/24/2010

He's loud, gregarious, and shirtless. He's the Old Spice Guy, and if you haven't seen his commercials, they're worth a quick screening over at: http://www.youtube.com/oldspice. A company slapping up their commercials online isn't anything new, but it's what Old Spice did afterwards that's shaking everything up: the mascot of the commercial himself, Isaiah Mustafa, began responding to YouTube comments and tweets personally—in the form of personalized videos. Hilarious personalized videos. And we're not just talking one or two, either: when all was said an done, nearly 100 video responses went out.

The attention the response campaign gathered was immediate. Thousands of at-home viewers went scrambling to log online and write Old Spice quirky messages up in the hopes of receiving their own online shoutout. In the matter of a few days, the blogosphere was buzzing and new media experts were pouring over the results before Mr. Old Spice Guy's final farewell message came a few days later.

Of course, whether or not all this attention actually results in more sales for Old Spice has yet to be seen. But as far as generating buzz and mixing things in an oftentimes sterile corporate page, Mr. Isiah Mustafa was a hit. It just goes to show you: as fancy as instant-communication technology becomes, all anybody really wants is a little attention.

So—what do you make of Old Spice's social media move?

www.36creative.com

CHELSEA HANDLER\'S DOG HAS 15,000 FANS ON FACEBOOK

7/21/2010

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,

www.36creative.com

TWITTERING TIPS FOR INTROVERTS

7/19/2010

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

BOOSTING YOUR BROWSER: PART 2

7/16/2010

Listen kid: you have choices. As much as Microsoft would have you believe otherwise, there are plenty of browser options besides good ol' Internet Explorer to help you load everything from your email to live streaming of Wolf Blitzer's goofy expressions straight from CNN.com. Here's a quick run-down of the ins and outs, followed by links where you can download you fave pick.

Internet Explorer: it's idiot proof. Microsoft's browser comes standard with all operating systems, and it's already pre-configured to work with your system. Here's the rub: it takes an overly safe—and some say, intrusive—interpretation of Web code that sometimes results in validation errors. That means that sloppily-coded sites come out looking legible, but often leads to display errors for some nicely-coded ones. It also has its fair share of stability issues. Download Internet Explorer: www.microsoft.com/windows/internet-explorer/default.aspx

Speaking of stability, you can't got wrong with Firefox. With a sleeker interface, overall faster operation, and a “true view” into the way things are. However, you will need to download and install Firefox separately, another step between you and www.lolcats.com. Download Firefox: http://www.mozilla.com/en-US/firefox/ie.html

Opera is more than something you get dragged to by your significant other. It's a browser that boasts a simplified interface over the others, and widgets that enhance your Web-viewing pleasure, but sports less customization than its Foxy cousin. Someone users swear by Opera's blazing speeds when viewing and loading websites you've never visited before. Better than Firefox? That's up to you. Download Opera: http://www.opera.com/download

So which is your favorite? Let us know by commenting below.

Until next time,

www.36design.com

BOOSTING YOUR BROWSER: PART 1

7/14/2010

Face it: it's the 21^st century, a time when “computer” is synonymous with “Internet”. When you boot up, odds are your fingers already scrambling for the big blue “e” that is Internet Explorer, or you take comfort in the foxy ying-yang application-logo-thing Firefox has going on. Regardless, the Internet is your portal to the online world. Sadly, it's not always up to par.

No matter your poison, there are some things you can do to keep your browser running like the well-oiled machine it isn't. Keep everything up to date—run your updater and get the latest fixes. Staying current means you'll dodge the most malicious of viruses and malware that are�designed to slip past older setups. Staying ahead of the patches also guarantees you'll have the best compatibility to view websites—meaning your faves won't come up jagged and piecemeal like a witch's nose.

To keep everything speedy, delete add-ons that you aren't using. That hot toolbar you downloaded from www.hilariouslyobscenecats.com may look flashy, but it's gulping precious memory cycles that slows down your speed. Likewise, clear your history and cache from time to time. You'll notice the browsing speed boost almost instantly.

Join us next time for a little one-on-one with some of the best browsers ever to grace your computer machine.

www.36design.com

THE ZEN OF MARKETING: BE THE CUSTOMER

7/11/2010

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

WHAT E.T. CAN TEACH US

7/7/2010

Since 1982, Steven Spielberg has been dancing through the halls of Americana with the smash hit, E.T. The Reese's Pieces-gobbling extraterrestrial crash landed on our planet nearly 30 years ago and still remains a powerful force in popular media. In between annoying adults and shooting bicycles across the moon, E.T. can teach us a few very important lessons, too. About marketing, even. Roll with me here.

You can always come back to life. If business is stagnant, a little marketing in the right places can reinvigorate sales. Just like the pallid form of E.T. zipped up in a body bag (in that scene that will haunt me forever) springing back to animation, you too can enjoy a rebirth with some advertising in the right places.

Phone home. Dial into your network for leads, and to hook customers.

When all else fails, give 'em the finger. E.T. can restore dead plants to life with a touch. You've got a special finger of your own, but yours is a little more vulgar. Lesson: sometimes, you have to break convention. Break out of your niche for richer opportunities.

Until next time,

www.36design.com

LIFE, LIBERTY, AND THE PURSUIT OF PAGE HITS

7/3/2010

Attention patriots: put down your mouse, log out from your analytics website, and pick up your fireworks (if your city and/or county regulation allows.) Today, in celebration of this 4^th of July, we're going to be uncovering the zen of building a customer base from the Web in an unusual way: by having fun.

Yes, once upon a time, people logged into the Internet to have fun—not to pay bills, nor check weather, and certainly not to organize a Facebook boycott against applesauce because of farmers' inhumane treatment of Grannie Smiths. Back in the ancient times (the mid 90's), people used the Internet for entertainment and for sharing badly-animated gifs. This 4^th, tap into the spirit of yesteryear by having some fun of your own.

When customers load your website into their computers, it's a very personal act. They're inviting you into their home. Be polite. Don't drone on about your product offerings and hit them with garish images that prompt them to ACT NOW or DON'T MISS OUT! Offer entertainment. Have a little fun. Let your personality show through in your final work. Blog, Facebook, Twitter—not to gain more business—but to offer a richer, realer experience . When you're in it for the right reasons, the business will come. Now if you'll excuse us, we're off to fetch some sparklers and uncle Sam hats.

Happy 4^th, everyone!

www.36design.com

LET\'S GO RETRO

6/30/2010

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.

BEEFING UP BRANDING

6/26/2010

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Coca-cola, Pepto Bismol, and Burger King all have one thing in common (besides causing a variety of effects to your digestive track): they evoke an emotional response. This writer is filled with nostalgia when I see Coke commercials around Christmas time, and I experience a mix of creepy glee/repulsion when the giant plastic face of his Royal Majesty the Burger King himself comes a-stalking.. Needless to say, the important of a strong brand cannot to be overstated. It makes companies more money and sells more product. And it's hard to do right.

Here's how we do it right: http://www.36design.com/services.php#bi

Our point is this: the brain is like a box. Fill it up with too many brands, too many emotions, and things are going to get kicked out. In our modern society, space is at a premium. That's why we have to fight to fit. We need to be resourceful. Pull in new media, invent characters, leverage humor. When it's done right, it all becomes worth it.

FIFA, SCORING GOALS, AND YOUR BUSINESS

6/23/2010

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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

6/21/2010

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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

6/18/2010

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

DUNGEONS AND DRAGONS AND BUSINESS (OH MY)

6/16/2010

Attention nerds: put down your +3 Hammer of Invincibility and your +10 Amulet to Washington Ethics Committee Probe and listen up: your game is a lot like our businesses. In fact, if you've spent any amount of time in the fantasy dungeon that was your neighbor's parent's basement—pretending to be an elf or minotaur or echidna or whatever—then you, my friend, are uniquely positioned for owning your own business.

Why? Above all else, successful businesses require planning. If you've ever done the D&D, you know a round means quality time clutching the stub of a pencil and rolling dice until your knuckles bleed. And THEN you get to actually begin the game. It's a lesson all companies could benefit from: plan BEFORE you play. Take the time to write out a business plan. Explore your options and weigh the pros and cons (or your strength vs intelligence).

The second lesson we can take away comes from groups of skinny D&D players everywhere huddling together at lunchtime and clustered at the front of the bus: hang out with your peers. It may be a survival mechanism to the players—curse those jocks—but to business owners, it's sound advice. Like it or not, you're in an exclusive group: you're responsible for a company. By building partnerships with companies that provide mutual benefit, you're employing practices that help the big dogs succeed. Nobody is an expert in everything; pull in your friends when you need a helping hand.

And with that, we're signing off for a little game. Who wants to be the DM?

www.36design.com

RECIPE FOR GREATNESS

6/14/2010

1 cup brilliant concept

1/ 2 cup marketing efforts

2 tbsp. hard work

4 oz. freshly squeezed design (must be of the innovative variety)

1 cup freshly chopped attention to detail

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Plan out business well in advance. Combine ingredients and let sit 1 to 2 years. Garnish with consulting or comfy office chairs as required.

MARKETING MADNESS: TACTICAL EDITION

6/9/2010

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!

www.36design.com

NEW IPHONE. NEW APPRECIATION FOR DESIGN.

6/7/2010

If you like new technology, black turtlenecks, and the hero-worship of America's most darling corporation, then this Monday was the day for you. Apple announced its newest product, the iPhone 4, to the howls of an adoring audience with extra cash to burn. But whether you're part of the Apple craze or not, you have to admire the company. Their penchant for big public displays and capturing the imagination (and dollars) of the nation has their product flying off the shelves.

But let's talk specifics. How did Steve Jobs rile the crowd up this time? How did he introduce the iPhone 4? By talking about its design: http://www.cnn.com/2010/TECH/mobile/06/07/apple.wwdc.preview/index.html?hpt=C1 Specifically, Mr. Jobs points out a new benchmark for consumer products, a ne'er-before-seen mix of glass, stainless steel, and pure technological grit.

Interesting how important design becomes, pushing function to a far distant second! Design carries lasting implications behind. It's about the universal language of aesthetics, and it touches something raw in the psyche of consumers. Design is how Apple sells product. Great design can help you sell more, too.

Until next time,

www.36design.com

STOP, DROP, AND DESIGN

6/5/2010

Cheesy public service announcement commercials from the 80's taught us this important lesson: when you're on fire, you need to stop, drop, and roll. Often paired with child actors and kickin' rad cartoons, the mantra of “stop, drop, and roll” offered us an easy-to-remember phrase that had the nice side effect of stopping you from burning. Our lesson today is similar: when you're considering the design of any aspect of your business—brand, logo, website, or otherwise—you need to follow these 3 steps. We may not have a giant anthropomorphic dalmatian on our side, but our message is important.

1. Stop. Slow down. Developing the visual identity of your company is one of the most important things you can do. It establishes a baseline for growth, professionalism, and is invaluable in your marketing materials. Sent some time aside to do it right.

2. Drop. Don't let current projects influence your brand. Drop what you're doing and approach design from a fresh perspective. Likewise, don't let strong personalities jumble your message. Inside jokes may make your staff laugh, but they obscure the message you need to convey. Local furniture stores are notorious for being off-point and unpleasantly deranged (with the exception, of course, of Bob's Furniture, which is purposefully—and effectively—tacky).

3. Design. This one is self explanatory! Make sure you partner with experts that can deliver effective, long-lasting design work that can last the life of your organization.

Signing off,

www.36design.com

DEALING WITH SUCCESS

6/3/2010

Hey there, superstar. You're great, and you know why? Your small business endeavour is paying off. Where you once planted the seeds of your enterprise, now they have sprouted into the jalapeno peppers of success, and of course, the big P—profit. But as you experience growth, new challenges present themselves: increased orders, higher demand, longer hours, and expansion. How should you handle it? The average Joes bask in their success. The brilliant ones use it as a platform for pushing your dream even further.

To start off, craft a plan. Don't underestimate the value of consulting. Smaller enterprises than yours have risen to greatness, and the secret to their success could help your own growth along. Don't be afraid to ask for help when you need it. Talking to people versed in the ins and outs of businesses like yours can save you months of pursuing the wrong strategy.

Speaking of strategies, if you haven't already, invest in advertising. Dollars spent in advertising translate into many dollars earned as a direct result. Consider a refined website, direct mailings, press releases, and advertising online, in newspapers, and on the radio.

Above all, make friends. Find business partners who can scratch your back when you scratch theirs. Take the time to sit down and plan out your future. And have yourself a drink while you're doing it. After all, you've earned it.

Signing off,

www.36design.com

OMG, it\'s SEO.

6/1/2010

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You've heard about it and you're interested. It's called Search Engine Optimization: that fancy electronic speak for more business through more attention from search engines like Google, Bing, and Yahoo Search. How you rank is a complicated scheme of mumbo-jumbo, witch-doctorin', and divination, but there are steps you can take to make sure you're climbing as high as you can on the charts. Here are a few tips.

Have a lot to say. Blog. Facebook. Tweet. Social media is an amazing resource, and by pushing dynamic content out your door as often as you can, Google will be only too happy to rank you.

Be popular. One way to get more hits? Get some hits. Then get more hits. Becoming popular is a long and arduous process (just ask the varsity football player from your old high school—if you dare). Take baby steps towards getting noticed, and your online presence will help you along.

Last a long time. Time IS on your side. The longer your organization exists, the kinder Google behaves when ranking your website. As Kevin Costner's friend once said in the widely-panned but still awesome hit movie The Postman: “Live. And let live.”

YOU CAN\'T KEEP A GOOD PAC-MAN DOWN

5/28/2010

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 21^st, 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

FAREWELL TO LOST: OR, WHY EVERYONE LOVES A FINALE

5/24/2010

As a pop television tradition disappears in a puff of black monster smoke, we find ourselves riveted to the end event. Articles, blog posts, tweets, and “what if” forums have sprung to life in the last 48 hours about television's Lost finale event —and then faded back into obscurity. Television spots for ABC's Lost show itself have gone for the handsome sum of $900,000 a pop. That's because like many events in life, it's not how it all began—it's how it ends.

You've seen it happen too, in the contests and special events you use to promote your business. After all, the fanfare doled out for that $100 gas card you give away, or that ritzy toaster with the chrome finish with attached iPod dock, would be nothing without the prize itself. Great endings are great business.

So how can you tap into the potential behind great endings? Connect your clients and customers to your success. Everyone is interested in seeing how their efforts, their patronage, pay off. Viral videos and advertising are a great way to go about this—promote your business through a mysterious phrase, graphic, or video, and tell a story to your client base. You'll attract attention and keep them hanging on till the very end. A good mystery, like Hurley's disarming smile, draws people in.

Signing off,

www.36design.com

BREAKING UP IS HARD TO DO

5/21/2010

Even if she enjoys painting her toenails at the dinner table, or if he belches the national anthem in front of your grandparents, saying goodbye to your significant other (and we do mean “other,” here) is a tricky proposition. Breaking up with bad habits is worse. But what's worse than worse? Continuing the practices that result in missed business potential. Today we'll take a look at 3 bad practices in business, and how you can motivate yourself to do the deed.

Sticking with Your Brand. If your brand is blah and people aren't remembering your name, it might be wise to attack the problem at its source: the brand. A brand is the image of your company, and includes such components as logo, business name, and marketing media. Talk with a branding expert and discovering how to ditch the brand for something better is definitely worth your time.

Hanging onto Your Website. “It works for us! It's simple and gets the point across! It's only 8 years old!” Face it: you have customers who are more Web-savvy than you. If your site is years old, there will be a dated quality to your online media—and by proxy, your company—that will send customers scurrying away. Talk to design professionals to redo your look.

Marketing the Same Way. Don't keep marketing your business using the exact same means and expect things to change. Go high tech—Facebook, blog, advertise online—and consider low-tech means such as sales letters, calls, and networking. The bottom line: try something different!

Until next time,

www.36design.com

WHAT GREAT DESIGN CAN DO FOR YOU

5/19/2010

Great design and success: the two go together like peanut butter and bananas. Design is important because it's more than just flash and razzle-dazzle. It makes a statement that cuts to the identity of your company, forms a platform upon which the other elements of your business spin and perform like the dynamic actors they are.

Great design is the engine behind your brand. When people see your design work—whether it be a logo, your letterhead, business cards, or marketing materials—they will remember that visual and associate it when they hear your name. It's how the mind works. By creating a compelling visual statement right out of the gate, you're setting yourself up for a long-term strategy for big-time results.

But let's get digital for a moment—smart design thrives on the Internet. Specifically: on your website. Well-designed websites attract attention. Not only are they pretty, but easy to navigate structures and appealing visuals bring a site's bounce rate down and increases the average time surfers spend lingering on your site.. What this translates into: more site conversions and more revenue. So the next time you think about design, consider everything that goes along with it. Picture something bigger.

Until next time,

www.36design.com

7 THINGS TO TWEET ABOUT

5/17/2010

Hey, high roller! You've taken our advice and have set up a shiny new Twitter account for your business. But hold on there. Think before you tweet. Before you chatter your patrons' ears off or starve your customers for attention, aim to strike a balance. Set a weekly goal for tweets and stick to it. And when you do open up the floodgates, keep your posts diverse. Here are 7 ideas to keep your content fresh and all eyes on what you're putting out.

Examples of your work. Put your portfolio of work front and center and show consumers what you're all about.

Add value. Post links to articles that your viewers would find rewarding.

Updates. Let 'em know what's going on behind those office doors.

Contests. Attract new followers with some fancy new schwag.

News. Whether you make the front page of CNN.com or ratemygarden.com, news coverage establishes credibility.

Jobs. Why bother with recruiting when you can advertise open positions directly to an audience?

“Thank Yous.” Everyone loves a callout. Turn your gratitude into better exposure by calling out specific people and companies.

Thanks for reading! - www.36design.com

Plugging the Leak

5/14/2010

It's death by a thousand papercuts. It's one hundred tiny inefficiencies in your business that are adding up to missed potential. It's a slow leak, and like BP, you can't stop it even with billions of dollars and futuristic submarines. But sometimes common sense can make a difference. Put down that report, take a breather, and join us as we tackle some easy ways to make your business hum like a well-oiled machine.

To start, you'll need to take a top-down approach to your company. Many Fortune 500's hire consultants; for you, it may be a matter of taking a deep breath and looking at your procedures from a fresh perspective. The danger here, is getting too comfortable with “the way things are done”—even if they're done in ways they shouldn't. Once you've identified the issues, make a list and tackle them one at a a time.

Pay particular attention to your marketing strategy. You're going to want a plan that provides you maximum exposure while costing minimal dinero. Your brand is key, here. Don't fall into the habit of assuming your company's identity is your business name—a worthwhile brand appeal can be very affordable with the right design work, and provide the muscle for sales today and into the future.

Thanks for reading and remember to visit us at www.36design.com!

HEY TWITTERERS! HERE\'S A LITTLE INFO.

5/12/2010

So the original title of this blog entry was going to be “Twitter for Dummies!” but APPARENTLY some book franchise already has that trademarked. Bummer. So, in the spirit of humility and to help out the Twitter-challenged among our community, here is our 36design rundown of some commonly used twitter terminology.

Tweet: Simple stated, a post. You only have 140 characters to include, so you'd better make them count.

Re-Tweet: No, it's not an abandonment of a field of battle. A re-tweet is denoted with an “RT”. Use it when you share the tweet of one user with all of your Twitter followers.

Trending Topics: Newsworthy items that are among the most common topics circulating Twitter. A phrase that many people are tweeting about is what makes that a Trending Topic.

@ - the “At” Symbol: The @ sign, followed by a username, publicly states the attached tweets are a reply to (or just a mention of) any specific users. A user can find out what's been said to them with an easy search.

# - the Hash Tag: Hash tags are words that begin with the # sign. Use them to help your searchability when tweeting about popular topics or events.

MONDAY\'S MARKETING MOTIVATION

5/10/2010

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?

SITE CONVERSIONS: “TAKE ME TO YOUR LEADER!”

5/6/2010

You've done it. Crafted a glorious website with all the bells and whistles that you'd be proud to show your mother. When a business completes an effective, professional, fantastic-looking website, it's a time for celebration. Unfortunately, that celebration looses steam when 8 months after launch, your shiny new website still hasn't pulled in a customer. Forget about actually driving people to your site for the moment—let's talk about site conversions. Specifically: for the people who DO surf your website, hooking them into purchasing what you're offering. Here are a few tips.

State your services up front. Too often, sites get in the habit of using flowery language and swooping, grand promises of change that SOUND great—but minutes into the content, users are still confused as to what this company actually accomplishes! State your services or products up front, early in the process, in an easy to digest manner (think bullet points).

Provide a clear call to action. Even if you hook a potential customer, if your site copy just trickles off, your visits will be left thinking, “now what?” Provide a call to action. It can be something as simple as “Call 555-5555 to place your order!” at the end of a paragraph. The advantage, of course, is that people won't have to hunt up the means to contact you or figure out what to do next.

DESIGN IS KING

5/3/2010

We freely admit it: we at 36design love great design. We're design-aholics. Put a pen and paper in front of us and watch us smile. We get an electric thrill every time the Photoshop loading screen pops up. So here, in a completely self-indulgent manner, we've prepared a list of the great 4 reasons design makes us smile.

1. It's a tool. Hand out your business cards or send a note with your letterhead, your design is making a grand entrance. Great design is compelling, even when you're not marketing yourself.

2. Great design lives on. Welcome to the Age of the Internet, where snippets of your site or identity pieces can be gobbled up by Google and live in rankings for many years.

3. Design is art. Business is tacky. Necessary, but often cloddish and un-eligant. Design is a peek into a softer craft.

4. First impressions are important. Most often, the first exposure potential customers have with your organization is through your marketing materials, and through that, your design. Great design makes a great impression.

SPRING CLEANING FOR DESIGN

4/30/2010

Dust off your bookshelves, clean off the cobwebs, and toss out the casserole that's been molding in your fridge for the last few months. It's spring time—and that means spring cleaning. But ignoring the larger calamity of your mis-categorized CD collection, let's focus what we love to talk about best: design.

When it comes to promoting your company and its offerings, nothing makes a bigger splash than a professional, well-represented design. But sometimes that messaging gets lost. All too often, companies—especially successful, established companies—fall into the habit of mis-matching their graphics. The disorganization comes from a variety of sources, including employees who pull up their most recent document or email and grabbing whichever brand elements are handy. It may be convenient, but it's eating away at your overall look.

Take time to re-establish your company's brand standards. From your email signatures and business cards, to letterhead and the entirety of your Web presence, re-iterate your brand in a consist, predictable manner. Burn it into your customers' minds. Because sure enough, when it's time to call upon you, you want that�popping up in their cranium first.

6 WAYS TO ATTRACT FACEBOOK ATTENTION

4/28/2010

You're a business, so that means you've got a Facebook page. It's a smart decision. Keeping up with Facebook helps your site rank higher in search engines. In addition to smart SEO capabilities, providing a vibrant online community is an excellent way to score more customers and extra business. Read on for a few tips on how to take your Facebook presence from flat to fabulous.

1. Provide real value. Write what your customers want to read, instead of what you need them to hear.

2. Talk to your visitors. If someone asks a question or posts a comment, respond in a timely fashion.

3. Offer contests. Everyone loves to win, and it only takes a moment for a passerby to hit the “Like” button.

4. Start a discussion. If you can provide access to an interesting topic, people will talk. Your Facebook page's discussion tab is an excellent place to start.

5. Talk about yourself. Too often business pages fall in the habit of pushing out marketing sound bites. Talk about your company, and the people in it, openly and honestly. Share your successes. People are interested.

6. Single members out. Thank a specific person who has contributed to your business, or who is significant in some way. Others will respect the attention, and you guy will work harder for your cause.

5 QUICK TIPS FOR FINDING CUSTOMERS

4/26/2010

Whether you're opening up a carpentry business or starting a teddy bear factory, you need customers. Offering a great product or selling a great service is nice and all, but without people consuming what you're putting out, you're going to find yourself stuck at “GO”. Try these methods to gain the attention you deserve.

Network. Attend local events and seminars that put you in contact with those you'd like to buy your product or service.

Hit the library. Look up local directories of businesses and send out sales letters.

Offer promotions. And when you talk about what you're offering, talk it up. Everyone loves free samples, and the plan is that when customers are delighted with what you have to offer, they'll start mentioning you to all their friends.

Be the best. As the saying goes, there's no better advertisement than word of mouth. Astound your customers with what you have to offer, and word will get around.

SEO Surgery

4/23/2010

Grab your scrubs and scalpels, Internet interns, because today we're opening up your SEO strategy. Whether you slice through those Google rankings like a 10 blade through adipose, or hang down at the bottom of the lists like a third-year resident, you should check out these strategies to ensure your website is optimized for search engines of all varieties.

Social Media. Facebook. Twitter. LinkedIn. A presence on these social media sites bumps you up in the rankings because the name and Web address of your company appears in separate places of the Internet more frequently. Search engines love this.

Keyword density. One tried-and-true method for ranking on sites like Google is riding the coat-tails of common phrases your customers are likely to punch into search engines. Pick a phrase, such as “cheap engine grease” (if that's your thing) and make sure it's repeated 2 to 3 times per page. More than that, and you'll annoy Google enough into not linking your site to the phrase.

Get mentioned. The science of SEO is this: the more you're mentioned, the higher on the rank lists you'll climb. Ways to show up more include having press releases professionally distributed (and picked up by third-party media outlets), and to blog your little heart out.

WHY YOUR BRAIN LOVES GREAT DESIGN

4/21/2010

It happens when you see a flashy, well-organization website. Or when you're walking down the street and glance up at a magnificent new structure. Or when you open up a box of organic, whole-grain cereal, and for some reason, you just love the way the carton is put together. Great design isn't just eye candy. It's science.

When you encounter something original, you're activating parts of the brain such as the the hippocampus, the amygdala, the striatum, and the mammillary. These Harry Potter monster-esque sounding names are responsible for forming new memories—after all, that's what happens every time when you see something original. A flood of hormones and chemicals are responsible for the process, but the short of it is this: you perk up. Especially pleasing design releases dopamine, which signals pleasure and puts the viewer in a relaxed and peaceful state.

How can you tap into all this brain-bolstering power for your own marketing initiatives? Strive to be original. Put out a webpage or marketing brochure or commercial that stands out on its own merit. Make it pleasing the to eye. After all, like the birth of a memory, great design lives on long after its inception. It stays with you for the life of your company.

HAPPY PATRIOTS\' DAY!

4/19/2010

In this very special episode of the 36design blog, we'd like to take a moment and celebrate marketing opportunities that are uniquely American. Grab your musket, wrap Old Glory around your waist, and join us in this patriotic jaunt through Americana.

Land of Opportunity: Only in the good old USA can you build a business up with YouTube and bust it down with CNN. New media provides a great way to take a concept and build it up with drive and ambition. Advertising remains the key to success.

Facebook and Twitter: You guessed it, both hail from the red, white, and blue. Modern social media came about from the ingenuity of sleepy college students and old-fashioned elbow grease. In this country, we're unique poised to use these mediums as advertisements for your services, and to connect with customers and clients alike.

Celebrate consumerism: Even in the midst of a recession, people are still hopping into their SUVs to buy gigantic toaster ovens that synch with their iPods. If you can dream it, there's a market for it. Make sure you're tapping into that potential with the right sort of marketing.

FRIDAY\'S QUICK TIPS FOR SALES LETTERS

4/16/2010

Alternatively, you could hire us to write your letter. We're brilliant every day. Now go outside and enjoy your weekend!

WHAT COCO CAN TEACH US ABOUT MARKETING

4/14/2010

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.

9 WAYS TO TACKLE SOCIAL MEDIA

4/12/2010

On this bright and sunny Monday (at least, it is where we're living!), we thought we'd present this quick list of easy-to-digest tips for powering up your marketing efforts with social media. See if you're staying competitive in the growing realm of social media advertising. Here we go:

1. Facebook. Start a Facebook account for your business and update regularly.

2. Twitter. Post news and special happenings. Offer discounts and prizes.

3. Blog. Add value to your consumer base by posting up the latest information in your industry.

4. Mobile Market. Link up with a provider and advertise to loyal customers with SMS messages.

5. LinkedIn. Populate your business account with relevant information and network with like-minded individuals or potential customers.

6. Network. Sites like hi5 encourage active networking as a means to find a more active base of customers.

7. Start a wiki. If your business model is distinct enough to allow it, create a wiki of questions and answers, topics and responses, and encourage your community to interact.

8. Go virtual. Games like Second Life and similar entries offer unique advertising opportunities within a virtualized environment. Create a presence inside the game itself.

9. Podcast. Nothing gets a consumer base's blood pumping like some interaction with real people in your company. Start an audio podcast and get the word out there.

IT\'S HERE: AUGMENTED REALITY ADVERTISING

4/9/2010

As we firmly stated in our last blog entry, augmented reality advertising (which we'll shorten to AR, for the sake of my fingers) is not pushing product whilst partaking of the wacky weed. This science-fictionally-named brand of business-building gets its moniker from adding, to a real-world representation, a virtual overlay which includes offers, advertisements, and service options from a variety of business establishments.

Huh?

More simply stated, AR advertising is made of two parts:

A. A physical, real-world representation, such as a map or photograph montage.

B. A virtual super-imposed interface which includes information about locations—and yes, advertisements.

Think Google Maps, and its ability to superimpose highways and street names over its scarily-detailed photographic map. Then consider, what if those highways were pop-up boxes that contained information about every building and every company you scrolled across—including reviews and those oh-so seductive logos.

Companies are like EveryScape (www.everyscape.com) are already offering advertising services across a variety of media. And yes, there's an app for that: http://en.wikipedia.org/wiki/Wikitude. It's an app that overlays information about whatever you're staring at simply by raising up your iPhone. Wicked.

It's way too early to tell where this is going. But businesses are already making money in this new frontier. Keep your eyeballs peeled.

RETRO EDITION: WAY-BACK MARKETING MOVES THAT WORK

4/7/2010

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.

3 Secrets of Supercharged Sites

4/4/2010

You've got it all: a business, a brand you're developing, and a website to back it up. You're living the high-life. Well, high roller, you may have it all, but is your site design working for you? A website is more than a pretty face, it's an engine that drives visitors to picking up the phone and becoming customers. Whatever business you're in, here are a few simple tips that maximize your investment.

Keep it clean. The worst websites in the world are cluttered. They give visitors headaches. Web surfers have notoriously short attention spans; if they can't find what they're looking for within a few seconds, consider them lost and heading towards the great informational superhighway sunset. Your website design, like the content you provide, should have a flow to it. Keep it simple, keep it poignant, and get your message across fast.

Be unique. Websites are like books, movies, and music: in order to live in people's memories, they have to stand out. Whether you do it yourself or hire design innovators like us at 36design, do something different, be bold, make your mark as personal as your business.

Make it work. Don't just make your website work—make it work FOR you. A site's purpose, besides reinforcing your brand, is connecting interested parties in your company's business. Give them a way to do that. A “call to action” is a fundamental tool in an advertiser's toolbox; it's a phrase that calls customers to give you a call, visit your online store, send you an email. Make sure you include a relevant call to action on your site!

SUPER MARIO CUSTOMERS

4/2/2010

Floating question mark blocks. A damsel in perpetual distress. Flashing flowers that made you spit fireballs out your nostrils. Super Mario Bros. has made it into pop culture, and who'd a thunk that its colorful, 8-bit roster of characters would make such great metaphors for your potential customers? We would! For the gamer geeks among us, here's a list of friends and foes of the Mushroom Kingdom and how they relate to potential client archetypes.

Goombas: The everyvillian. One-stomp kills. These guys are soft, squishy, and easily impressionable. Stick to brand influence to sway their opinion. The feel of your company, the unique logos, website, and style of your operations can tip the balance in your favor and win these guys over to your side.

Koopa Troopas: Turtles on steroids. The utility of these shelled-evil do'ers can not be overstated. One you put these baddies back into their shell, give 'em a kick and they'll increase your score. In business, these are the referrals, the word-of-mouth movers and shakers who provide utility long after partaking of your services. Excel at what you do to put them to work.

Princess Toadstool: Always in distress. Always needing saving. These customers require your services—often in a life or death-sounding situation. Save them with your heroic product, and you'll enjoy reaping the benefits (ie. a pixelated kiss and “Game Over” music).

Cheap Cheaps: These flying fish are just that: cheap! Competitive prices and special promotions will win the day. If you're offering a great rate, get the message out to attract these scaled scrooges.

BITTER ABOUT TWITTER? DON\'T BE.

3/31/2010

Twitter: it's got a bad rap. There's a simple reason for that; It's a nerd's nerd's game. As in, remember those guys who stayed in from recess to play Pogs? Twitter would be the guys who used to hand those guys their lunch money. Twitter is geeky, it has its own lingo, their logo is a giant cartoon bluebird, and Wolf Blitzer, the Wil Wheaton of news anchors, can't get out the phrase “follow us on Twitter” without smirking like a bank robber. Try saying, “I'm tweeting” without either bursting into laughter, or worse, letting out a long, world-weary sigh.

But public perception doesn't equal real-world use. Twitter is a fantastically free promotion machine for your organization. By putting the word out to clients and customers that you'll be giving away free stuff and offering contests exclusively through Twitter, people will begin to follow. “Trending Topics” has pretty much made it to mainstream vernacular, and more people are signing on every day.

Don't forget Twitter's rising utility as a search engine. At search.twitter.com, the eggheads behind the helm of Twitter are using what has been described as a “world-wide collective series of grunts” to navigate emerging news, reviews, and information in real-time. Simply stated, forget the pain of having Google crawl through websites in 1 to 2 weeks. Twitter can do it in seconds. People are already tapping into this stream to get their information, and if your company has a presence, the odds of them connecting with have are already increased that much more.

Here's another truth: Twitter may be geeky, but there are plenty of geeks out there. I should know. I'm one of them.

Our plug: Follow 36design on twitter: http://twitter.com/36design

SHOULD YOU ADVERTISE ON FACEBOOK?

3/29/2010

Between IQ test adverts and that local mom who invents tooth whitening serums in her spare after burning belly fat using one weird old tip (seriously woman, take a breather!), Facebook advertising is making a killing. In the $310 million that Facebook pulled in this year, companies have relied solely on Facebook advertising as their marketing strategy. We've also seen businesses throw money at the giant Facey machine in hopes that something will click. So, should you advertise on Facebook? It depends. Here's a few strategies to keep in mind moving forward.

Have a plan. When people click through your Facebook ads, they're already wired into social networking. You pitch should include tapping into your existing social collateral. Integrate your own Facebook presence, a Twitter promotion, or interaction with your company blog (you DO have one, right?) to make your stand relevant and of value to casual surfers.

Think locally. In 2009, 74% of all advertising dollars were spent to promote local businesses. There's a reason for that: it works. Set up your advertisements to target local customers, and provide a real-world location that people can visit or interact with.

Pay as you go. This is a good lesson for any company looking to take the plunge into marketing: don't make huge investments without backing up your sweet, sweet dollars with either research or a cautious approach. Facebook allows you to set levels and pay-per-click rates. Start conservatively, and once you see it all pay off... by all means, ramp up!

PLAY THAT FUNKY MUSIC, AD BOY

3/26/2010

If you're anything like us at 36design, you like soggy onion rings and fabricating stories about ostrich encounters. Okay, okay, you may be nothing like us (thank god), but we probably have this in common: we enjoy great music. And as it just so happens, making music is just like crafting effective advertising campaigns. Is it? Is it, really? Yes it is. Read on, and we'll prove it.

Vary the tone. Change the pitch. People have long memories. If your advertising base is used to your messages ad infinitum, mix it up. Offer promotions, explore new mediums. Try social media.

Play the oldies: Herbie Hancock, Dean Martin, and Eric Clapton created music so relevant and powerful that their sounds remain amazing today and can teach us a lot in a hurry. Likewise, don't neglect the fundamentals that advertising has been built on: messages that can be translated through word-of-mouth, a strong brand identity that brought Coca-Cola its success, and print campaigns like Volkswagen's “Think Small.” Play the fundamentals from time to time and you'll be rewarded.

Make the investment. It takes two ingredients to make a rock band famous: time and money. The same is true for marketing strategies. The only difference, of course, is that your odds of success are much higher when you go when a marketing/design company like us to help you in your planning. That beats playing gigs in dirty biker bars, right?

THE RULES OF ATTRACTION

3/24/2010

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 willing to participate in discussions helps rankings and exposure for your site.

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”.

LINKEDIN CAN LINK YOU UP WITH SUCCESS

3/22/2010

I'm going to come right out and say it: I hate LinkedIn. It's too much like work. When you can spend 15 seconds banging out your favorite gummy bear color onto sites like Twitter and Facebook, the appeal of sitting down and managing professional contacts seems more a chore (and a snore). And their tagline, “Relationships Matter”? Puh-lease! But whether you're a Link-a-holic or a fellow professional-networking snob, nobody can deny that LinkedIn remains a powerful tool for promoting yourself and your business. Here's a few quick tips to maximize your presence.

Actually talk. LinkedIn works best when you actively network—meaning seeking out old acquaintances, chatting up business contacts, shooting the breeze with old college buddies. You'll never know where you'll pick up new customers or business allies.

Put in your business's URL. Put in your company phone number. Put in your email address. Put in links to your blog. Don't put in information about the family cat. That's just creepy.

Get a unique URL. LinkedIn now allows you to specify a particular user name and corresponding URL address. Make your shorthand name relevant to your business. That helps SEO.

Make it as public as possible. You're a business. This is free marketing. Don't get shy; get your info out there!

SOCIAL MEDIA = TREASURE HUNTING

3/19/2010

Why?

THROWING MEATLOAF AND THE RISE OF THE STORY

3/17/2010

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

3/15/2010

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.

2010: THE YEAR THE \'NET BEAT PRINT

3/10/2010

We've snickered about it for years. We've discussed it behind long, think-tank tables for months on end (or at least, it's seemed that way). But it's about to happen—for the first time, here in 2010: traditional advertising succumbing to the digital age.

What caused the change-up in the way companies advertise? Simply stated, it was a fundamental shift in the way the population consumes media. A net migration away from the streets, the newspapers, the couch—and an influx of customers headed to the computer desk to do a little surfing. According to independent surveying company Outsell, out of a collective $368 billion companies will spend in advertising this year (chump change, right?), advertisers will spend 32.5% on digital advertising—and only 30.3% on print. This is the first year it's happened this way.

This is a drastic change in the way you need to be reaching your customers. Since the the first caveman carved his business into the cave wall, physical advertising has dominated print. That is to say, this is definitely a brave new world. Do you have a strategy in place for digital advertising? The good news: whether you're promoting through Facebook or Twitter advertising, launching a microsite, or simply maintaining a blog, every dollar you spend in online advertising will be going further and reaching more customers. On a personal note, we at 36 are headed that way too in terms of the marketing strategies we develop for our clients. It's happening. And frankly, it's rather exciting.

AND THE OSCAR GOES TO...

3/8/2010

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

3/5/2010

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

3/3/2010

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.

Fill out all business information completely—including website and physical address.
Post at least once a week. Activity keeps you relevant in the mighty eyes of Google.
List ways to connect with other parts of your business. For example, a link where your fans can sign up for your newsletter.
Share useful articles, videos, and links to resources that can directly benefit your customer.
Don't be afraid to ask for help or for fresh ideas on your wall—it keeps your fan base interested and interactive.
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.
Actively network. Find similar companies and message them. Identify client bases, and do what you can to tap into them.
Offer discounts. Better yet, offer discounts only available to your Facebook fans.
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.
Advertise. Facebook ads remain a great, low-cost way of attracting more clients to your Facebook page and website.

CHATTING UP SEO

3/1/2010

Come in, brave warrior. You wish to learn the fine art of SEO. Yes, we're talking Search Engine Optimization, the delicate balance of getting your website and Web resources ranked higher on search engines like Google. Here's a few essential tips to turn social media into a promotional engine for your business.

Find fans and try more tweets. Google is always changing the way it ranks sites, and recent changes have placed more and more emphasis on actual activity on your Facebook and Twitter sites. How can you benefit? Keep an active presence that provides value to your visitors—or better yet, find a marketing company that will maintain these segments for you (ahem, like us at 36design!).

List, list, list. LinkedIn remains a great resource for static climbs in SEO. Other professional listings (including local and business directory resources) get your ranked better, too. Fill it all relevant information, including links to your website and other social media, and presto: you've got all the right ingredients for maximizing SEO exposure.

Don't forget the supporting cast. Sites like Digg.com, reddit, and StumbleUpon all work together to reinforce the bridge you've already build with social media. They get you more hits, more fans. Sometimes, simply listing on these directories can slip you up a few ranks. Try it and see for yourself.

BANG! PEW! AND OTHER SOCIAL MEDIA POWERPLAYS.

2/26/2010

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

SAY HELLO TO TWITTER ADVERTISING

2/24/2010

Twitter advertising: not just a rumor anymore. According to Anamitra Banerji, the head of Product Management and Monetization at Twitter, the launch of their brand-spanking new advertising package is “imminent”. Only about a month or so away. As early as this March, you could be seeing a variety of advertisements along the edge, top, bottom, or somewhere on the screen while you're posting about your sister's boyfriend's cat's breakfast.

For marketers, this is great news. Twitter advertising would have the advantages of other popular social media promotions (we're looking at you, Facebook), including demographic-based targeting, high exposure rates, and pay-as-you go plans. The advantage, of course, would be its easy digestibility to its viewer audience. And novelty, of course. Don't underestimate the value of novelty—especially when it comes to FarmVille-addled 'Net surfers looking for their next fix.

How can you take advantage? Stay on top of the buzz. Twitter advertising will have unique features, promotional tools, and value-adds. Read up and stay informed. Plan how you're going to take advantage of this new service. Creativity and unique ideas will get you noticed. Add in a focus on social media, and that counts for double.

WINTER OLYMPICS AND THE RISE OF THE MARKETING HERO

2/22/2010

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.

DESIGN SECRETS BEHIND BRILLIANT WEBSITES

2/19/2010

What's the sound of a site conversion? If someone closes a Web browser in a forest without reading the site introduction, does the browser make a sound (and if yes, is it BING.WAV)? Evaluating the effectiveness of your online presence is tough stuff. Of course, it becomes easier if you're using 36design's Google Analytics Package. Here's a few philosophies pro designers always keep in mind when crafting the perfect site.

Consistency: Whether you have a navigation bar or a killer logo, make sure they're represented on every page on your site. A logical flow to your graphic elements inspires trust and your viewership to click through the separate elements you have to offer.

Loyalty to the brand: From the copy in your site, to the colors of your palette, to the attitude you convey with your images, keep your brand in mind. Are you a serious, focused group of experts? Or are you an up-and-coming burst of fresh young energy? Weave your message throughout.

Something new: Look to what the other guys are doing. Then do something different. Break the rules of traditional design with interwoven social media components, unique forms, or something that calls attention to what you're really about. Standing out from the crowd will catch attention and legitimize your company as a force to be reckoned with.

ADVERTISING: THEN AND NOW

2/15/2010

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.

DATING DISASTERS AND YOUR CLIENTELE

2/12/2010

Happy Valentine's Day. On this very special episode of the 36design.com blog, I'd like to reflect on that all-so-sweet nectar of life: love.

Then I reconsidered. I stood back and remembered that not too long ago, we had the chance to talk about romantic misadventures from yesteryear. And I discovered that maybe I'm not the best writer to bring you happy tidings from the rampantly rambunctious realm of romance. In Valentines Days' past, old flames have: thrown meatloaf at me, poured beer on the kitchen floor of my apartment—intentionally—chucked my clothes out the window (yes, that does happen in real life), and stated that she was a wolf trapped in a woman's body before running off into the forest (oh how I wish I were joking).

But we're going to ignore all that. Let's talk about love in the context of marketing and advertising. Consumer adoration translates into loyalty, and that where the money is, ladies and gents. Car dealerships depend on love, as trust, for their bread and butter. Apple capitalizes on brand love with black turtlenecks and vanilla musical guests. Here's one ways to inspire love in your company: make yourself vulnerable. We talked recently about “apology advertising”. Being honest and up front about your strengths, and yes, the limits of your capabilities, humanizes you as an organization. That makes you lovable.

Now go eat some boxed chocolates and try not to embarrass yourself this Sunday. Many good tidings to you and yours!

DOMINOES TO WORLD: ONCE UPON A TIME, OUR PIZZA WAS HORRIBLE

2/9/2010

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).

ADVERTISING IN THE METAVERSE

2/8/2010

You're in the neighborhood, so you decide to stop in. The polished glass doors slide away with a pre-recorded hiss, and all around you can see examples of the agency's work: posters, fliers, ceiling tiles. A charming receptionist waits nearby, sporting a permanent smile and 37 realistic facial expressions. You take a stroll around the office. On the way out, you pass a dominatrix and a man dressed as a donkey, hop into your flying car, and putter off into the starry sky. Just another night on a bad Nyquil trip? Yeah, perhaps, but in this case we're talking about a quick visit to Second Marketing LLC: a virtual company that exists entirely in the online video “game” Second Life.

If you haven't heard of Second Life, you've either been living in a cave, or you happen to be completely well-adjusted individual. The short of it is this: millions of people use their computer and Internet connection to log into a virtual world full of stores, fantasy realms, and castles, nightclubs, and bizarre landscapes—all part of a contiguous, rendered world. And yes, this includes more mundane particulars as well: businesses making real money. As more people leave their their first life behind for their Second, expect to see more real-world companies scrambling to carve out a foothold in the virtual. Already, stores such as American Apparel accept credit card purchases directly from the game, and Second Life estimates tens of thousands of dollars are transacted every week.

So the big question is: are you putting up your office next to anthropomorphic llama tent, or the virtual french fry stand?

MURRAY HILL FOR CONGRESS!

2/5/2010

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

2/3/2010

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.

OUR FAVORITE AD CAMPAIGNS (AND WHY THEY WORK)

2/1/2010

Let's talk about brilliant advertising. Granted, if you're reading this, odds are you're involved in a small- to medium-sized business and actually have to spread the jelly over your toast yourself (gasp!). But despite this bump in road of corporate razzle-dazzle, one great way to plan strategy is to watch the big guys. Here are a few macro examples of excellent campaigns and why they've worked ridiculously well.

Dow's Human Element

Tagline: Human problems meet human solutions.

Web address: http://www.dow.com/hu/

This is a case of all the separate elements of an ad campaign working together, and making perfect sense in the process. A Periodic Table of Elements-style treatment of “Hu” ties in perfectly with the name of Dow's business: chemical manufacturing. But the smart part of it all are human faces, expressions, and feelings—humanizing the oftentimes inhuman business of science.

Pepto-Bismol's Jingle

Tagline: Nausea, heartburn, indigestion, upset stomach, diarrhea! Yay, Pepto-Bismol!

Web address: www.pepto-bismol.com

Gross! But oh so true. Pepto's genius in this campaign is twofold. First, drilling the jingle into the consciousness of America with their oh-so-catchy beat, complete with dance moves. And secondly, creating a fun, stylized treatment to a rather difficult-to-talk-about subject. Brand awareness equals more business. Yay, Pepto-Bismol.

Miller Lite's Man Laws

Tagline: “Man Law! Great taste of Miller Lite. Always a good call.”

Web address: defunct, try http://www.youtube.com/watch?v=T-RQXfp8pOg for a sample

There's just something beer commercials. Perhaps it's because everyone at the agency is slightly buzzed, but the media is usually funny and always quirky. Man Laws were Miller Lite's entry into the fray and featured the likes of Burt Reynolds Triple H deciding the fate of the male gender. Hysterical and informative. Plus, they now have their own Wikipedia page. How's that for great exposure? http://en.wikipedia.org/wiki/Man_Laws

iMARKETING THE iPAD

1/29/2010

It weighs 1.5 pounds. For only $499.95, it will show you the Wall Street Journal and pictures from your grandmother's 80^th 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.

BEEFING UP BRANDING

1/27/2010

Coca-cola, Pepto Bismol, and Burger King all have one thing in common (besides causing a variety of effects to your digestive track): they evoke an emotional response. This writer is filled with nostalgia when I see Coke commercials around Christmas time, and I experience a mix of creepy glee/repulsion when the giant plastic face of his Royal Majesty the Burger King himself comes a-stalking. Needless to say, the importance of a strong brand cannot to be overstated. It makes companies more money and sells more product. And it's hard to do right.

Here's how we do it right: http://www.36design.com/services.php#bi

HI HO, HI HO, LET\'S TALK ABOUT SEO

1/25/2010

Oops, we did it again: an entry that's entirely devoted to SEO. You know, search engine optimization, that mystical force behind your website that's designed to unravel the innerworkings the evil geniuses at Google have cooked up. It's all about exposure. No, not the type that lands you in the country lockup for the night—we're talking better visibility for your site. Bumping up your listing on search engines. And, through that, gaining more customers. Here's a few tips on things to do—and what to avoid.

Invest in new media.

Do: At the minimum, get yourself a Facebook and Twitter account and stay on it. When you post, put a diversity of information to help your customers. If you're feeling frisky, blogging will get you more exposure, especially if you write right.

Don't: Use Facebook/Twitter/etc. as a sales platform. Companies—yes, even big ones—often use Facebook as an extension of their catalogs and deluge their fans with product offerings and market props. I guarantee: this will lose you followers. Play nice. Provide actual value.

Content is king.

Do: Cycle fresh content through your website. Whether you blog, maintain a news feed, or use some CMS setup to connect with customers, every change on your site helps your rank.

Don't: Cut the ribbon on your brand-spankin' new site and forget about it. A website is an amazingly powerful tool, but it's up to you to maintain content and promote that fabulously flashy functionality

Go for the body count.

Do: Get listed. Submit your site to as many free listings as you can. Post on forums. The more times the 'net mentions your site, the more piqued Google's interest.

Don't: Focus only on keywords. That's so 90's. If you want those hits, go for Web address, phrases, and your type of business.

“I\'M WITH COCO”

1/22/2010

Let's not go into specifics here: which talk show host is funnier than whom. Whose chin is freakishly large, and whose red pompadour is like a beam of sunlight warming the earth.

Instead, let's chat about a very important design. An image that catapulted a single line into the consciousness of America:” I'm with Coco”. If you're an a casual Web surfer, you've already seen it, but here it is anyways: http://mashable.com/wp-content/uploads/2010/01/im-with-coco.jpg

What's truly remarkable about this picture is its popularity. As far as design goes, it's an amazing example of effectiveness. Facebook'ers are clicking like crazy to make it their profile picture. It's become the rallying port for the Conan O'Brien support movement. And not only has this image gone viral, it's pushing its creator, Mike Mitchell, into the spotlight. You'll see him mentioned in variety magazines and featured on morning talk shows.

Take away the hoopla, and what you have is an expertly produced image, that a) speaks perfectly to its target audience, and b) came to life at exactly the right time. Talk about maximized mileage! We like it because it lives out the exact purpose of great design: to feast on the interest of its audience and to capture the hearts and emotions of the people who see it. If good ol' Coco's face was a product, Mike will be rich. Instead, he'll have to profit as an artist in a more traditional way: t-shirt sales.

THE NEXT \'BIG\' THING

1/20/2010

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.

ZOOM IN ON THAT REFLECTION! ENHANCE!

1/18/2010

When there's a crisis in a movie (an impending meteor crash, terrorists kidnapping the president, Starbucks closing early), strapping young heroes and heroines alike turn to the nerds. You know the type. They got beat up in high school. They wear flannel and look like Seth Green. You know them by the back of their heads—'cause sure as rain, they're crouched over a computer terminal in a basement somewhere.

Here's a familiar scene: the breathless hero watches video footage of some heinous crime and demands the nerd at the computer “Stop! Rewind! Enhance”! Now, media geeks (yes, like us) will snap their suspenders and argue that it's not possible to exceed the video resolution on strength of will alone, and there is no Photoshop filter for “enhance” anyways, Mr. Smartypants. In real life, no can do.

But the truth is that great business often manage to “enhance”—despite all odds. They take a great product or service and make it legendary. And that's the heart and soul behind branding: to take something that could be ordinary and create emotion; craft a story. We at 36design do it through great design. Innovative marketing. Anything can be extraordinary given both a will and a way. Just ask the nerds.

YOU HAVE TO FAIL TO SUCCEED

1/15/2010

Accept it. If you're starting a new enterprise—or even if you're been in business for a few months, even a year—there's something you need to know. You're going to make mistakes. You're going to loose money. Miss out on opportunities. Say the wrong things to the wrong people. Drop your spoon into your soup. Dodge when you should have weaved. And you know what? It's going to be okay.

The key (and it's a pretty big key, here) is to not let the fear of failure hold you back. Take risks, explore, and live outside your comfort zones. It's how you learn. It's how you grow. It also makes you human, an in a sea of industries with large players and corporate machines, a little humanism goes a long way. Be brave, fail often, and grow.

MID-WEEK CRISIS

1/13/2010

There's no escape! You're caught in the middle of the week, like a baseball player between first and second. Here's a few survival tips to get you to Friday in one piece.

Market! Put down the workload and concentrate on bettering your business. For the company owner, putting together strategies and reflecting on past successes is tantamount to having a little 'me' time. Plus, marketing earns you more customers. Not too shabby.

Get up out of your chair. Nobody says you need to stay seated for the entire day. And if they did, time to find a new job! Stretching increases bloodflow to the old noggin', helping you focus and making you happier.

Drink some tea. Not only is it a source of energy (if it's caffeinated), green and some herbal teas are loaded with anti-oxidants that cleanse the system and can produce a mild, temporary high.

Talk to colleagues. Nobody likes to feel alone. If you're feeling a down, chat up some of your co-workers. Face time can sooth away the blues. Plus, a little collaboration might help work initiatives and give you fresh brain fodder for future plans.

YOUR BRA COLOR AND THE GUERILLA EFFECT

1/11/2010

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.

ALL HAIL THE WORLD\'S TALLEST BUILDING

1/8/2010

It's big. It's made of steel. And it's located in Dubai. Seriously? Yes. On January 4^th, the world crowned the the “Burj Khalifa” the new king of skyscrapers while the Sears Tower wept softly in the background. We're talking 2720 feet of metal and Dubai-esse brawn. It's hip. It's popular. And people are lining up to either rent offices or stay the night in the luxury hotel portion. Why? As a Late Night with Conan O'Brien skit pointed out, it could take hours to reach your office on the top floor. And if you're scared of heights? Forget about it!

Here's a clue: open your browser to google.com and type in “bur”. You'll see the auto-complete cheerfully offer up “Burj Khalifa” as an option—only to be outranked, of course, by Burger King and the Burlington Coat Factory (let's be realistic, here). Achievements are great marketing. Setting records and winning competitions put you instantly in the books and on the tips of tongues of early morning talk show hosts. Get people buzzing any way you can. Even if you have to build a tower in Dubai to pull it off.

DRAMA, DRAMA, DRAMA

1/6/2010

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.

BACK TO THE OFFICE: HOLIDAY RECOVERY EDITION

1/4/2010

If you spent last night gripping your bedsheets, desperately trying to re-plant dancing sugarplums back into your noggin', and dreading your morning commute, you may BTW (Back to Work) syndrome. It's a doozy. Coming off the holidays means letting go of a week-ish long break from the office, escaping the safe bubble of family and friends, and recovering from a sugar overload—all at once. Here's a few thoughts to help you back into the saddle with minimal pain and crying.

Don't wait to get back into old routines. The brain is amazing at inventing excuses. Maybe you'll slack a few days until you start on the client log. Perhaps you'll wait until you've finished the leftovers to crack open the books. DON'T DO IT! Here's a hint. The quickest way to pick up the habits that have made your business successful is simple: pick them back up. Don't wait. You'll save yourself stress and avoid prolonging the agony.

But it's equally important remember: cut yourself some slack! You're not going to come out of your corner swinging with half a turkey around your middle and a recommitment to Peace on Earth and Goodwill Towards Men (and please remember to save the polar bears). By all means, give it your all—just don't expect to perform at peak.

However it goes down, remember that customers and co-workers alike are in the same boat. And happy 2010!

NEW YEAR\'S RESOLUTIONS FOR NEW BUSINESSES

12/31/2009

Congratulations on forming your new business! Before you pop that cork, relax in the company of friends, and/or pass out in the punchbowl, let's chat about your strategy. Forget trimming up your waistline and calling your mother more often—here are a few ideas that make sense for your new enterprise and make you money in the process.

1. Develop a marketing plan and stick to it. Sporadic marketing (we call it “popcorn” marketing) costs you time and energy and often brings little results. Develop a plan and stick to it. Set realistic goals: a mailing campaign that reaches 1000 businesses by March. Mailers and brochures out by July. A new website sometime in '10.

2. Work on SEO. More customers are moving online—you should too. Submit your site to local business listings, write website content that hits specific, realistic keyphrases your customers would search for, and blog/facebook/twitter regularly.

3. Network! Your friends are you best assets. Pass out business cards (you DO have those made up already, right?). Connect with business partners. You never know where potential customers could come from.

4. Break out the branding. In addition to an outstanding product, brand recognition is the number one reason for repeat business. Have your mark custom-crafted professionally and never hesitate to whip it out.

BREAKING DOWN THE DECORATIONS

12/30/2009

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.

HAPPY HOLIDAYS!

12/30/2009

'Twas the night before Christmas
And all through the office
Not a creature was stirring, not even our boss is.
Our hard drives are stuffed to their maximum brim,
with photos of robots and ski slopes and gyms.
Our hands, they may cramp and our fingers could bleed
But our client's best wishes will always proceed
We code and we craft and we market real fine,
Happy holidays to all, and to all, brilliant design!

YOUR BUSINESS IS A SNOWMAN

12/23/2009

If your childhood is anything like mine, chances are it involved a hefty dose of string cheese, an unhealthy obsession with GI Joe, and of course a frequent undertaking of that ultimate in entrepreneurial childhood constructions: the snowman. That's right. The perfect collusion of ice and scarf and 10-year old brawn. Separate pieces coming together into a whole. Almost like a business. Do you smell a metaphor coming up? That's right, you do.

The bottom part of a snowman represents the fundamentals of your company. It forms the base on which you'll stack everything else. We're talking airy concepts like your philosophy, and physical realities such as your office space, your accountant, bank again, computer equipment. The complete essentials. You can pack on more snow later, but it's important to roll this section big and tight right out of the gate. The stronger the base, the bigger your snowman can be.

The middle part forms your deliverables. It's fulfilling your customer's requests, satisfying inventory requirements, providing the service you perform oh-so well. The guts of the snowman is the guts of your business. Stick on a few pieces of coal for some extra showmanship.

The head is where the magic happens. It's the personality of your company. The quirky smile. The colorful scarf. Do you have a top hat or a snow cap? Or a bandana? This is your identity, your brand, and from our perspective, the most important part of all and what makes cars slow and keeps neighbors staring.

MARKETING AND MISTLETOE

12/21/2009

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.

TESTIMONIALS (DON\'T BE AFRAID!)

12/18/2009

As a writer, I'm very attuned to the sound of words. And "testimonial" is a doozy. It's unpleasant on the tongue. It's cumbersome. It breaks down into unpleasant syllables: testy (as in the math variety), moan (think ghosts and zombies), and eels (slippery bad guys found in The Little Mermaid). Testy moan eels. Gross.

While the phrase combination alone isn't enough alone to send you screaming into the night, building a convincing portfolio of testimonials can be equally daunting. But before you head for the horizon, consider that an effective testimonial is still an incredibly valuable sales tool. With a growing reliance on digital assets, a solid, real-world referral can be worth its weight in gold. The best way to get started is simple: ask. Customers are often more than happy to sing your praises, especially if you've been good to them in the past. Keep these tips in mind:

1. Keep testimonials short and focused: No more than a few sentences that make a single point. Or two. More and your message gets lost and your readers' eyes glaze over.

2. Keep it diverse: Having 10 testimonials about the cleanliness of your restrooms is a bogus idea. Break up your messaging to hook different prospectors.

3. Don't be afraid to edit: You're in charge. Your patron was kind enough to provide the words, but we're playing in your court now. Slicing and trimming the fat out of all the charming things past customers say about you is expected, and frankly, often necessary.

TROUBLE WITH TIGER

12/16/2009

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.

3 SILLY PRODUCTS THAT SELL (AND WHY)

12/14/2009

Marketing is a powerful force. It can make the ridiculous plausible. Even desirable. Check out this menagerie of mercantilism and see how advertisers have worked their magic.

THE SNUGGIE: What it is: A blanket, basically. With arms. Yeah. Why it sells: Have you seen those ads? Look at how -comfy- those people look! A"nd is that a fire roaring the background? Here's what the parent company has to say: Blankets are OK but they can slip and slide, plus your hands are trapped inside. The Snuggie Blanket keeps you totally warm and gives you the freedom to use your hands!" Don't forget that it's "perfect for night pub crawls"! Also, it makes you look like a wizard. How cool is that?

CIGARETTES: Granted: yes, they make you look like James Dean and help calm those frazzled nerves, but cigarettes also give you breath, yellow your teeth, burn your cilia with ash, stick you with lung cancer, and smoking by pregnant women may cause birth defects (shout out to the Surgeon General on that one). Why so popular? Rad ads that have been building brand awareness for decades. L&M declares, Friday night, at last. Forget the job, forget the boss, forget being uptight, and relax with the full-bodied flavor of an L&M. If that doesn't sell you, Tipalet points out the obvious when it comes to smoke and women: "Blow in her face, and she'll follow you anywhere."

PAINT-SPLATTERED JEANS: Called the Painted Selvedge Jean, this blotchy bargain is brought to you by none other than J. Crew?. Oh, and it's covered in white paint. As the kids say, WTF? Why pay $285 when you can just fish something similar out of the nearest Walmart dumpster? J. Crew explains. "We spend hours on each pair to create a unique jean for the most discerning denim connoisseur. Each pair is stonewashed, hand-distressed, hand-splattered with paint and hand-finished, giving it the kind of character only individual attention can impart." So if your significant other asks why you spent $300 on a pair of dirty jeans, the answer should be obvious: character.

EVERYONE LOVES A VILLAIN

12/11/2009

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

12/8/2009

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 DIRT ON DRIP MARKETING

12/7/2009

Do you remember your teenage crush? Someone you would watch during study hall, pine for during gym class, and whose likeness you would butcher with scribbles in the margins of your notebook? Remember how elated you felt when she or he came around and professed their secret, undying love for you? Yeah, me neither. But imagine if they had! Anticipation and desire are two monumentally huge influences -both during freshman year and also when it comes to advertising a product. Good marketeers are taking advantage. Enter drip marketing, a term which gets its meaning from a slow drip, drip, drip of information released to promote a product. AKA a "teaser", Hollywood is pro at drip marketing, as evidenced by the marketing line-up of District 9. Signs marked benches and parking lots as "HUMANS ONLY", and a Web address took them further down the road. Batman: Dark Knight got fans to send in emails that would slowly reveal the first official picture of the Joker, pixel by pixel. A great way to tease out interest and get fans involved. How you can leverage the hype in your own business? Have something to promote; a new product or service. Hint at it through emails, posters, fliers. Get consumers involved. Create an interactive website that relays only partial amounts of information. When you create an "experience" rather than simply spitting out a glut of information aimed at persuading your audience, that puts you in the puppet master's chair. Drip marketing means control. And when you control the interest of your consumer, that means more attention, better marketing, and more sales.

THE MOST SUCCESSFUL COMPANIES MAKE THINGS SIMPLE

12/3/2009

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

12/2/2009

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.

5 WAYS TO BOOST YOUR SITE\'S RANKING

11/30/2009

All hail the mighty Google! Up to 30% of your business comes from attraction, if you're guessing that includes blokes banging out your name or company type into search engines, you get a gold star. Read on for some quick tips to maximize your potential.

1. Write for SEO. In addition to your site being a lovely treasure chest of information, it's also a proving ground for search engine crawlers. Key phrases get your noticed. Too few and you won't rank. Too many and your site won't read well. Get the right mix and you're on your way up.

2. Get noticed. If you know people in your industry, get them buzzing about your site. Give out helpful tips in electronic forums, impress blogging communities, donate your time, do some positive PR'ing. The more times your name pops up across the Internet, the higher you'll climb.

3. Blog. Twitter. Facebook. Provide interesting content and useful information, and your visitor list will grow. Offering a fresh stream of info is a great way to improve your visibility and gain some new clients.

4. Wait. The top ranked sites all have one thing in common: they've been around for years. Google and similar search engines treat incumbent sites very generously, so if you're the patient type, you'll get results. Eventually.

5. Hire a pack of experts (like us). Professional marketing companies condense your SEO "to do" list and get you noticed faster.

HOW FACEBOOK IS TRANSFORMING BLACK FRIDAY

11/27/2009

Do you tweet more than you troll for sales? Update your Facebook more often than you update your Amazon.com wish list? You're not alone. 2009 is seeing the first shift in buying habits from solitary to social. Away from stores and even online vendors, the move toward social media like Facebook is happening; just like the experts have been predicting. And the shift is significant. According to eMarketer, 17% more bleary-eyed Black Friday shopaholics are skipping the stores and staying mercifully at home. Here are 3 trends on Facebook that are scoring some serious sales.

1. Early Intelligence: One function Facebook performs brilliantly is announcing information. This year, retails can bait customers even before the post-Thanksgiving circus begins. Stores like Target lets their fan base order early too: Black Friday without the Friday.

2. Facebook-Only Offers: It's a little reward for being electronically savvy. This year, Sears is offering special deals on merchandise with coupon codes and Facebook-only sweepstakes. Not a bad bargain!

3. Shopping Done for You: This year, Best Buy is taking interactive shopping a step further. A special app crawls your Facebook home page for pertinent information, interests, friends, and favorite music to put together a customized wishlist built for you.

TURKEY DAY SPECTACULAR: WHY WE\'RE GRATEFUL FOR GREAT DESIGN

11/25/2009

Happy Thanksgiving! In this very special edition of the 36design blog, we'd like to take a moment and reflect on the past, present, and future of design; and why we're glad ground-breaking visuals will always have a place in the business world. Since the birth of pictographs, design has occupied a place as language. Think hieroglyphics. Cave drawings. Sure, any Cro-Magnon could chisel a guy stabbing a bison, but only the great ones could make that blood -spurt-.

From then on design became architecture, the birth of advertising, and movies staring Charlton Heston. Today, aesthetics that have helped Apple gain amazing strides in its market share. You can find design carrying companies forward from the distinctiveness of the Nabisco logo to the smooth contours of luxury vehicles.

Design helps companies stand out: not only from a marketing perspective, but affording companies the chance to grow into their own skin. Design bridges the gap between art and function. It solves problems. It inspires the imagination. But most of all, design is a powerful force that transforms lives; our own included. Because of design, we here at 36design can interact with a diverse and fascinating client base and earn a living doing what we love most.

That is something to be thankful for. Now, please pass the stuffing.

THE ZOMBIE APOCOLYPSE AND YOUR MARKETING STRATEGY

11/23/2009

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.

ARE YOU A CANDYLAND COMPANY?

11/20/2009

I don't care if you're 4 or 40, lay down a Candyland board and suddenly you become the next General Patton. I Need a blue card to catch up. Double red and I can hunker down in the Peanut Brittle House. Damn the torpedoes, I'm going for Gumdrop Pass. But the truth is, businesses play Candyland too. Every day. They lay down plans, identify strategies to execute, milestones to overcome. As well they should. Having a written, solid foundation is a great idea for any business (the good ones keep theirs in a big thick binder). However, a company becomes Candyland when they encounter circumstances beyond their control. An unpredictable market. A reticent customer base. In other words, the almighty draw pile. Because as true as the Ice Cream River is cold, trends change. A baker obsessed with cupcakes may find customers are going gaga over his pumpernickel. Distributors may they themselves becoming brilliant retailers.

Just like a good Candyland player, successful enterprises know when it's time to give up specific dreams and reinvent their own desires when to ride the Rainbow Trail to another version of success. Stay flexible. Don't overthink opportunities that come your way. Pursue the unexpected. And keep an eye out for the Lollipop card. That thing is pure gold.

THE BUSINESS OF COLOR

11/18/2009

Green means go. White means wedding bells. Brown means your bananas went bad (you should've eaten them earlier).

Did you know color can also directly influence the actions of your customers? Scientists believe the brain fires off sequences of chemical messengers relating to what hue you're observing. Good design companies know how to turn this to your advantage (insert nefarious laughter here). Here's a few tips to arm your business with shades that sell. Red is dramatic. It's the color of energy and motion; perfect if your focus is on a particular product or a call to action. Yellow heightens alertness and can actually instill a feeling of unease; a good thing if you're looking to catch the attention of a casual Web surfer. Yellow also makes babies cry more often (true).

Together, these colors have been shown make a person hungry. And if you don't believe me, just ask McDonalds, Wendy's, Burger King, Pizza Hut, Denny's, Sonic, and the dozen other fast food joints who have married their brand and logo to this saliva-inducing color duo. But if you're trying to resist the urge to order a McFat Grande with a side of chocolate fries, just look for something blue: a color widely regarded as an appetite suppressant. Blue triggers your noggin to release chemicals which have a calming effect. Blue also entices customers and take in your message at a more languid pace. You'll often see it paired with brown, a color that inspires reliability and companionship. Sometimes the answer is black and white; literally. These two colors are based on simplicity, authority, cleanliness, and strength. Minimalism is great when you have one particular message to deliver, or to lend credulity in the fashion industry. Whatever colors you pull out of your Crayola box, make sure they matter. Never hurts to check with a design pro before you get scribbling.

What Balloon Boy Can Teach Us About Marketing

11/16/2009

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.

Analytics for current and future customers

8/19/2009

Learn what your viewers are doing throughout your site. How long they are staying on certain pages; how they are getting there; and what they are using to view your site. This is all vital; and free

There is no catch, just let us know you would like to take advantage of this tool and we will install it for you on your current site (as long as we designed or manage it) or your future site. There are just a few steps that will need your co-operation regarding email confirmations, other than that we will do the dirty work for you. "Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites." - Mr. Google, www.google.com/analytics

This offer lasts until November 1st, 2009 unless you really twist our arm.

Analytics: Vital Statistics make your site work for you...

7/14/2009

The web has begun to take form. For a while there people just wanted to put as much as they could online. Why not...it was new technology; seemingly everyone was doing it; and it was new and exciting. That just doesn't cut it anymore. From last count there were 183,000,000 domain names out there on the web.

36design isn't just visual; we guide clients to solutions. Google Analytics is a free software that lets you become aware of what people are interested in, how they are getting to your site, why they are leaving, how long they are spending, and if they are buying. The setup is painless and it's free, all we need is the email account you want to open an account with. Call us or email us for more information.

"Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites."

Welcome to our new look...

6/29/2009

The team here has been working for some time to bring a new, more comprehensive, in-depth look into our studio.

So many times do we elaborate on the question; do you do more than websites? The answer; elaborated and then abridged; is yes. We started this endeavor concentrating only on the print, concept, and consultation side of things. Only when we realized that we had talent that wasn't being fully utilized, a world of opportunity, and an open door into a new facet of our industry did we start designing and creating websites.

Anyway, check out our new work, our offerings, and our team. We are excited to bring you this updated version of a never changing vision: to provide you with unbeatable service, winning design, working ideas, and passionate/educated direction for your business. Thanks for checking us out.