It’s that time of year, when we look back at the year drawing to a close to see what piqued people’s interest. These are the top 5 posts viewed in 2011; interestingly, all but one of them had been written before 2011.
Wishing everyone a happy, healthy, and prosperous new year!
In early July, my mother moved from her 55+ community condo into assisted living. And since July, I’ve been preparing her condo for sale. (Do I know how to have a fun summer or what?) It was entirely re-painted, with new carpeting, all new Energy Star appliances, and shiny new plumbing fixtures installed, among other things. Finally, the condo was staged so that it looked great and was ready for it’s debut in the real estate market.
Now, what would happen if that’s where I stopped? If I didn’t let anyone know that it was for sale, didn’t market and show it? If I assumed that buyers looking for a condo for sale would just somehow find out about it? After all of the preparation and money spent making it ready, that wouldn’t make much sense, would it?
“Um, so what is it that you do?”
Yikes! This is not the question you expect visitors to ask you at your trade show – can’t they see you have a booth with displays and pictures and handouts and swag? What more can you do to get your message across in a way that will connect better with your audience? Consider the answers to these five questions before your next trade show:
Do you leave getting your booth graphics designed until the last minute? Effective graphics come from careful preparation. Last minute preparation doesn’t leave time for a thoughtful approach, can incur rush charges that add significantly to your bottom line, and leaves no time to correct any mistakes or avoid production delays that may crop up. Nevermind the stress for all involved. Two months before a show is not too soon to get graphics preparation underway.And for more insight on how NOT to follow up with prospects after your show is over, read “Stop Exhibiting at Trade Shows If…”
The headline in the Boston Globe on December 19 said it all: “’Nutcracker’ Boom Means Crunch Time for Patrons”. The article by Geoff Edgers goes on to explain that sales are booming for the Boston Ballet’s Christmas classic “The Nutcracker.” So much so that in five years, the Ballet has gone from being evicted by the Wang Theatre for not being profitable enough to seeing scalpers charge double for now-scarce tickets in their new venue at the Boston Opera House. And while I don’t condone scalping, what business wouldn’t want their product or service to have the kind of perceived value that would inspire people to pay MORE?
So to what does the Boston Ballet credit this dramatic turn-around? According to the article, they cite their new branding campaign by Korn Design, including a new web design and targeted advertising. Artistic director Mikko Nissinen, describes the Ballet’s previous brand as a stogy, corporate look that made him think, “What are we, a dancing bank?” Their new visual identity, unveiled earlier this year, is vibrant and geared toward attracting people to become more involved with the Boston Ballet’s programs, studios and community out-reach.
And it seems to be working! While the Boston Ballet is a high-profile example of what a proper re-branding can do, the fact is this approach will work for any business large or small. Expertly executed, branding or re-branding can move your business forward even when the economy is not.It’s a wise investment for the long-term growth of business. And if you don’t believe me, just try to buy tickets this holiday season to “The Nutcracker!”
Wishing everyone a happy holiday season!
I know I’ve talked and tweeted about the recent American Express ads ad nauseum…I love the images, I love the soundtrack, I even love seeing people stop whatever they’re doing to watch when they hear Bach´s Cello Suite No. 1 in G Major, I. Prelude begin. (Thanks to takingcredit.com for that tidbit of information). Or my nephew calling, “Mom, your favorite commercial is on!” when he sees it. Do you get the feeling I like these commercials a lot?
What is it about these particular commercials that captures peoples’ attention? I think it is the way they engage the viewer and listener…you find yourself actively looking for the frowning or smiling image- quickly!- before they move on to the next. The music is a perfect fit to the rhythm of the ads. I find myself looking for smiley and frowny faces during the course of my day.
In the age where folks TiVo programs and in other ways filter out commercials, this is one (of admittedly very few) I’d be sorry to have missed. Are there other ads that you feel strongly about- good or bad?
I shared this particularly productive networking experience I had last week with Ilise Benum from Marketing Mentor, a presenter at the Creative Freelancer Conference which I attended in August…you can read about it here on the Creative Freelancer blog. It just goes to show you never know when or where a networking opportunity may break out!
Has anyone else noticed this “new” idea used in two commercials airing recently? I’m talking about the new ads for Toyota’s Prius and the Palm Pré… judge for yourself:
I like the Prius ads…they’re upbeat and I think relate rather well to the concept of environmentally friendliness, kind-to-the-earth image Toyota is promoting for the car. I also like looking closely to see if I can tell the real people from what must certainly be computer-generated animation for the bulk of the folks, or if someone lifts their head early (yes, I did catch a glimpse of that happening).
The ad for the Pré is just, well, odd. I don’t get the connection between a Pré-toting woman sitting on a rock in the middle of nowhere with hundreds of vaguely monkish-looking men in orange robes surrounding her and creating changing patterns with their movements. What does it all mean? Is owning a Pré a religious experience?
What do you think of these ads? Will we be seeing more like this? What other products or services would be good candidates for this kind of people-as-pixels approach?
Imagine the impact a compelling and powerful visual brand has on your customers. Now picture it used with your marketing collateral and your web site—all created specifically to attract and motivate your ideal clients.
I help professional service firms like yours (insurance agencies, law, accounting and engineering) bring your brand and message to life. Looking beyond the obvious for the custom solutions your business needs, I work with you to create marketing communications that resonate with your clients, prospects and partners, and support you in achieving your marketing goals.
