Continue reading »]]>

The internet is getting bigger and social media has become a powerful marketing tool. While the future seems to be clear -the internet is not going away and social media will continue to grow- many business owners are still unsure how to use social media to promote their brand and generate sales. The good news is understanding how these new marketing tools are used does not have to be difficult. Although developing an online social network takes a lot of time and a decent understanding of social media tactics, the role social media plays in today’s marketing plan is a relatively simple concept to grasp.

A Websites

1. A website is similar to a store-front that is open 24/7.
2. A website can also be described as an online brochure.

Google:

1. Google is like the Yellow Pages (Phone Book)
2. A search engine can also be compared to the Library. Remember that place?

LinkedIn:

1. LinkedIn is similar to using a Chamber of Commerce to network with other business owners.
2. LinkedIn can also be described as a modern, Referral group (like BNI).
3. All the old timers out there will appreciate this comparison, LinkedIn is like the Rotary Club.
4. LinkedIn can be thought of like the White pages of the phone book.

Twitter:

1. Twitter is like a cocktail party -Lots of short conversations flying around the room.
2. Or, tweeting is similar to driving by a billboard on the freeway. You only get a glimpse to get the message.
3. For all those raised when newspapers dominated, tweets are like headlines. The goal is to get the reader to stop and read the story (click your tweet if there is a link ..etc.
4. For those who like videos, here is a classic video about twitter. It is from the Late Night Show with David Letterman interviewing Kevin Spacey. Great video. Lots of fun.

Facebook & Fan Page:

1. Facebook is like hanging out at the Barber Shop or Beauty Salon, only you can’t get a perm or color with facebook, yet -maybe there’s an app for that???
2. Coffee shop or Diner. I’m not just talking about Starbucks.

Email Signature:

1. Adding a signature at the bottom of your email with links to your social network accounts and website/blog is like a modern day business card.

Blog:

1. Blogging is like giving a presentation.
2. Blogging is also like a press release (depending on the content.)
3. Some people might compare blogging to sending a letter to the editor of their local newspaper. Imagine that, sending a letter by mail.

When social media and the internet are described in these terms, confused business owners might get a better idea of how modern marketing tools are similar to traditional methods. If you have any comparisons you would like to share, be sure to  comment below. I would really like to read your ideas.

See Ya Read ya soon,
Gary

Continue reading »]]>

I laced up my hiking shoes, grabbed my day-pack and hit the trail. I packed my powerbars, trail-mix, emergency supplies and filled two 12 oz water bottles. My goal was simple, to get away from work and enjoy the great outdoors. That also meant no phones, computers, cars or crowds. Just me and nature. Together for six hours on a round trip day hike to the top of Mount Baldy and back. It just does not get much better than that. Fresh air. Sun. Trees. Ahhhh, the good life. Now don’t get me wrong, I’m not pretending to be a poster boy for Environmental Heroes. I’m just your average guy, working too much and playing too little. So when I do get some free time I like to spend it outdoors. That being said: I don’t drive a hybrid, I’m not a vegetarian and I don’t own any hemp clothing. I guess my “green-ocrisy” only goes so far, but I’m doing my best to keep the environment clean.

When at home, shopping and working, my wife and I try to do the green-thing. Our trash service offers a small recycling program, so we separate our plastics from the other trash. We also try to support manufactures and products that are earth friendly, just our little way of doing our part.  When I am at work, I try to offer clients earth friendly options. For example, instead of using a vinyl banner, a client might want the option of using a 100% cotton banner. If a client is going to press, I try to offer products like: recycled paper, eco-friendly based inks and soy based solvents.

Going Green Facts

The other day I read an interesting study on the going green topic. It was from greenmarketingcoalition.com –they claim:

• 43% of companies plan to increase spending on green marketing practices in 2009.
• 82% of consumers are focused on buying green products and services.
• 7 out of 10 consumers pay attention to company practices regarding the environment and 35% have a higher interest today than
• 57% of the population is now aware of the term “carbon footprint” up from 38% in 2007

Although the article did not give a “sample size”, my unscientific assumption is that the study is in line with today’s business and consumer sentiments. I’m basing this on present marketing and advertising trends. For example, banks are finding customers like the ease of at home banking. Sure banking at home saves time, but banks are really playing up the environmentally friendly benefits too. There are programs like, Your Easy Branch -a paperless at home banking program designed and developed Marketing Hawks, a bank marketing firm. Through programs like Your Easy Branch, banks are finding that customers like the fact that banking at home is earth friendly. On the other hand, banks like these programs because it reduces their operating cost by lowering the amount of printed material and postage. Furthermore, banking at home means less driving -something I think most of use can agree, the less driving the better.

Companies Going Green

Paperless programs are just the beginning. Frito-Lay is putting out Sun Chip bags that contain plant-based materials. Banner companies are offering 100% cotton banners that are sprayed with a bio-degradable fire-retardant. Printers are using more recycled papers, eco-friendly inks and solvents based on soy. All this in an effort to emit low traces of volatile organic compounds. Deer Park, a bottled water company, brags about their small labels saving trees. Coca-Cola Japan has produced a new bottle that is 40 percent lighter than comparable water bottles; and it can be twisted and crushed when empty.

Examples Of How Going Green Can Save You Money

I think “Going Green” is great. It can save a business money by:

• reducing direct mail cost.
• products can be made lighter reducing shipping costs.
• smaller labels can lower print cost.

Furthermore, customers are becoming increasingly drawn to the various types of going green programs, like:

• going paperless.
• using recycled products.
• using bio-degradable products.
• using low emission products.

I found a good article by The Sierra Club, it is called The Green Life: 10 ways to Go Green. But if you know of a good environmentally friendly product make sure to let us know. Or, if your company is going green make sure to tell us how.

Continue reading »]]>

Logo Design

It is always interesting to see a huge company like Kraft Foods change their logo. But for the first time Kraft has also added a tag line. This new addition to their brand is,  “making today delicious“. For a company like Kraft, a change in their logo really reflects a new company image and brand. In this case, the new Kraft Food’s logo is much lighter, softer and sleeker. The new Kraft logo has a much fresher feel, with a burst of flavor at the end. I’m suspecting this is to parallel a more healthy, delicious selection of products.

So why change this iconic logo? Not only was the BIG BLOCK font and BOLD RED outline not current and hip, but it was heavy. Heavy and bold are two descriptions that are juxtapose to today’s attempt at health healthier. After all, Moms don’t want BIG BLOCK kids eating heavy food. They want healthy, sleek children eating nutritious and natural food. So does this new Kraft logo achieve all this? Will we start to see a new line of products hit the shelves? My guess is the new logo design is just the beginning of a big marketing and advertising push that will be in full swing come summer. There will be more TV ads, radio ads …and yes, internet marketing. I’m sure we will soon see a Kraft Twitter account filled with tweets about nutrition and information on healthy eating. Today a new Kraft logo, tomorrow a healthier, more delicious Kraft product.

Now do you think the new Kraft logo is a copy of the Yoplait logo?

logo design -Kraft Logo and Yoplait Logo

Continue reading »]]>

Typography is art.

Typography has become very popular among graphic designers, website designers and artists. Why? Because typography is an effective method of drawing a viewer into a layout, while keeping the design interesting. The power behind typography is the use of fonts, colorful text and twisted punctuation; and the combination of these elements is what makes typography an art. In addition, typography works well across multiple mediums. Examples of typography and can be found on: posters, magazine ads, newspaper ads, and brochures; but this is just the beginning. Other examples of typography can be found on buildings, signs and posters.

I did not design either of these two samples.

Here is an example of typography being used in a poster (visit: bridgerun.com).

Example of typography used in a poster

The next example uses typography in a layout (visit: Skirt! Magazine, march 2009)

Typography Ad

Typography is an art that has no bounds. With twisted puncuation, change in colors and interesting fonts, the combinations are infinate. As typography brings creativily to both graphic designers, website designers and artists, the power of typography to create fun and interesting layouts can also be a great method of holding a views attention.

Continue reading »]]>

Marketing campaigns in 2009 are about “SAVE BIG BUCKS” and “2 FOR 1″ deals, but the campaigns are a little more cleaver. Over the last few weeks here are a few I’ve seen (or heard):

1. Disney’s TV ad. Our favorite mouse is promoting, “FREE entrance to their theme parks if it is your birthday.”.
2. Travelosity TV ad.What has that little gnome been promoting? Well, seems like “cheap commercials”. That is what travelosity is saying in their TV ads, .”..cheap commercials so they can pass the savings on to you. Although I seem to be seeing the commercials run twice as often,” hummmm.
3. Hyundai TV ad. “if you loose your income in 2009, Hyundai will take the car back.” You might want to read the fine print on that one?
4. Ameritrade TV ad. The online stock trading company wants you to stay in the game. To help you make millions Ameritrade is, “giving you $100.00 when you open an account, to be used for trades or fees”.
5. Walmart. Well, Walmart is all about, “More Ways to Save Money and Live Better”. Also, on TV  Walmart’s campaign plays off the phrase, “no way …way”.
6. Ford TV ad. Ford is back to pushing “employee pricing”, but they’ve added “employee pricing, plus”. Now, is this the kind of creative thinking and innovation that made Ford into what it is today?
7. Nutrasystem TV ad. The weight loss giant is promoting, “LOCK IN 2008 pricing in 2009 if you sign up now” they also say, “Guaranteed 2008 pricing is you sing up now”.
8. Turbo Tax TV ad. Well as Turbo Tax knows…who doesn’t love, “more money back”. Of course in California it might be in the form of an IOU.
9. Home Depot Internet ad. It seems The Home Depot is all about, “The Home Depot Advantage”, and going on to say, “New LOWER prices”.
10. Bed Bath & Beyond (direct mail).  Talk about consistent. Every month we get a 20% coupon from the Bed Bath & Beyond. Sometimes we do use them, and the other day the cashier said, “they take expired coupons.”

Just a few marketing and advertising campaigns from the billion dollar companies.