Archive for the ‘marketing’ Category

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Stop Exhibiting at Trades Show if You’re Going to Act Like This

Wednesday, June 23rd, 2010

New England Xpo for Business held it’s 2010 event on May 18 in Boston. I had attended in 2009 but I decided not to go this year. Big deal, right? But wait…

A week or two after the event, I began to receive follow-ups from exhibitors—emails and direct mail—saying they hoped I had enjoyed this year’s show and thanking me for visiting their booths. Huh?! HELLO…I WASN’T THERE. I didn’t sign up and then not go…I never did anything to suggest that I’d ever been in attendance. So why then am I getting these follow-ups? (And yes…they’re still coming!)

I have decided that they come from lazy businesses who never collected real attendance data from their exhibits, were working off the event’s mailing list, or worse, the attendance list from the previous year.  It smacks of a basic lack of appreciation of the purpose of exhibiting in a trade show, or how to effectively follow up with those who actually showed interest in their goods or services. What a waste of their company’s time and resources!

On the other hand, if using a show’s general mailing list WAS their intent, what a lack of understanding of basic marketing to think that a “one-size-fits-all” approach to follow up would be an effective tactic. A piece targeting an actual visitor should be very different than a piece sent to someone who was invited. By all means, follow up with everyone if you want, but pay attention and target accordingly—it’s not that hard. Otherwise, all you really tell your prospects is that your attention to detail is lacking, or that you don’t care enough to even bother to find out who really visited you.

Unfortunately, trade show exhibiting is the Rodney Dangerfield of sales and marketing. Too many businesses don’t give it the time and effort it deserves in order to make it effective. As someone who’s worked with companies getting ready for trade shows, I can tell you that the usual process is to get a frantic call anywhere from a week to a month before the show, looking to get displays, collateral, etc. designed and produced in time, even if the show has been on their schedule for months. More effort is put into decided what swag to offer instead of training the staff manning the booth how to  interact and draw in visitors. (Hint: it’s not standing with arms crossed, talking to the other person “sentenced” to manning the booth with you, and ignoring everyone else.)

Exhibiting at trade show doesn’t have to be like this, but it takes planning, strategy and commitment to make it worthwhile. There are companies out there who can help you with this; one that I know of is ExpoVantage. Exhibiting at trade shows isn’t cheap, so you want to make the most of it.

And to the exhibitors who’ve included me in their follow-up for the visit that never was: all I’m remembering is what a lame company they must be! Probably not the effect they were going for, huh?

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Ten Tips for Building A Better Web Site

Thursday, May 13th, 2010

Are you considering updating your business’ web site? What’s that you say…you still don’t HAVE a site for your business? Whether you’re planning a re-launch or a brand new site, here are some things to consider to create a better experience for visitors and a more successful web presence for your business.

Identify What Your Site Will Need

Structure and Appearance

Visit competitors’ sites and browse sites that visually appeal to you for ideas.

Functionality

Decide what functionality you would like your site to have. Forms, shopping carts, analytics, etc. ideally should be incorporated into your site at the outset.

Graphics

Will any graphics need to be specifically created for your site? Do you have files available for your logo and any other existing graphics you will need?

Keywords and Search Engines

Think about what keywords people might use to search for your product or service. Sites like wordtracker.com provide information for search engine optimization. Use their free trial for an idea of how appropriate keywords will work with search engines. These words should be incorporated into your content and your page titles.

Maintenance

With a Content Management System, you can make content changes to the site yourself rather than relying on the designer to make changes.

Web Site Dos and Don’ts

  • The most effective web design is one that utilizes quality content as a foundation. A beautiful-looking web site can only do so much if the content is not relevant or well-written.
  • DO provide an intuitive and consistent interface. Visitors shouldn’t have to guess how to navigate through the pages of a website. If you doubt it, check out this site for Sprint.
  • DO make your information easily accessible. Organize content into logical pages that are easily identifiable. Many visitors will get discouraged and leave if they can’t find specific information for which they are looking. Visit this site for Dell Laptops and see how long it takes to find useful information.
  • DO Minimize Clicks. Create a chain between the user and the information on your website in as few clicks as possible. See Bow-WowBooks as an example of what not to do.
  • DON’T use an “Enter Site” link or a Flash intro page that makes a visitor work to get to the heart of your site. Many viewers won’t even bother clicking the link, instead navigating to another site. And, aside for user experience, Flash does not play well with search engines! To get a flavor of this type of frustration, visit jones, partners: architecture.
  • DON’T use distracting animation, graphics or sound. Excessive Flash animations, animated GIFs, blinking text, music, etc. contribute to an unprofessional look. If you don’t believe it, check out this extreme example at Fabric Land.

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Posted in Small Business, Web Design, marketing | 4 Comments »

Tips to Becoming a More Colorful Character

Friday, April 23rd, 2010

Feeling blue? Seeing red? Know someone who’s yellow? Colors evoke powerful emotions and have meaning far beyond simply being a decorative afterthought. Color is a very important tool in successfully delivering your message to your customers. Are the colors you’re using in your message helping or hurting the story you want to tell your audience?

Sending a Message with Color

According to Leatrice Eiseman, consultant to the color industry leader Pantone, eighty percent of human experience is visual. People respond first to color, then shape, numbers, and finally words. Additionally, response to color can differ depending on the viewer’s age, gender, cultural background-even educational level. So you can see the importance of knowing who your target audience will be when you choose colors to use for your message!

A Little Color Commentary…

Did you know that red is the first color identified in every culture after black and white? Red stimulates the appetite (making it a good color for restaurant decor) but while it is seen as enticing and sensual in our culture, it is the color of mourning in South Africa.

Children 3 to 6 years old prefer orange to any other color, while their parents respond more favorably to subdued colors. Your color choices in this case would depend on whether your target market was kids or their parents.

If you are trying to appeal to an older audience, you need to know that cool colors such as blues and greens are perceived differently by people over 50 due to changes in their eyes.

The list goes on and on…every color has associations and emotion attached to it. Proper color selection is much more than choosing colors that are your personal favorites…they need to resonate with your audience in a meaningful way.

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Are You Having An Identity Crisis?

Monday, March 15th, 2010

Identity Crisis

How important do you think it is to have a logo for your business? Sure, mega-international companies like Nike and Apple have instantly recognizable identities, but what are the benefits of a custom designed logo for a small to medium-sized organization with a much smaller budget?

Dressed for Success

In fact, a well-designed logo may be even more important for them! It gives a competitive advantage to a smaller business seeking to make a favorable first impression in a crowded marketplace. An effective, consistently used logo identifies the business’ core competency and personality. It reflects the organization’s professionalism, quality and pride. It says who they are when they’re not physically in front of their customers. It makes a favorable first impression on new customers and reinforces the organization’s qualities for existing customers.

Studies show that most people remember visuals better than things they read or hear. If someone forgets the name of a business, their memory can be jogged by the graphic representation of the organization-it’s logo! You can think of a logo as a unique abbreviation representing a business.

The Price of Fame

But what about the cost of a custom-designed logo? An identity designed by a professional designer can cost what seems like a lot of money, but when all the other expenses of starting up and running a business are considered, the money spent on a well-designed logo is a wise long-term investment. A logo is a once-in-a-business-lifetime expense. Amortized over the life of your business, you can see what a reasonable cost it really is, especially for the return you get on having a unique and memorable business identity.

A professionally-designed logo will work in more practical ways as well, such as being legible across a variety of reproduction like business cards, merchandise, web site, display graphics, etc. A logo designer should provide a Style Guide for the logo’s proper use, as well as a variety of appropriate logo file formats.

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Posted in Corporate Identity, Logos, design, marketing | Comments Off

Boston Ballet Re-Branding Creates a “Nutcracker” Buzz

Monday, December 21st, 2009

The Boston Ballet

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!

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Posted in Advertising, Corporate Identity, Creativity, Logos, Web Design, design, marketing | Comments Off

Panera Bread Networking “Success Story”

Thursday, October 8th, 2009

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!

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2nd Annual Creative Freelancer’s Conference

Tuesday, August 25th, 2009

I am so looking forward to attending this year’s Creative Freelancer’s Conference in San Diego!

I attended last year’s inaugural conference with a bit of trepidation. Who else would be there? Even though I learned who the presenters would be (professionals like Ilise Benum and Peleg Top from Marketing Mentors) and what topics would be discussed, would they really be helpful to someone like myself who had been in business for 25 years? Would I make friends or would everyone keep to themselves and feel “competitive”?

I’m more than happy to say that my fears were unfounded. There were almost 200 attendees, and everyone was so friendly and supportive, eager to share their experiences, and unafraid to talk about their mistakes. I attended  every seminar, roundtable and informal conversations I could, because it turns out you CAN teach an old dog new tricks! I returned from the conference energized, with new ideas and renewed passion for what I do. (And a fair amount of swag, to boot!)

So I have high hopes for this year’s conference and I’m sure I won’t be disappointed. I’m looking forward to seeing people from last year and making new friends, too! I’m confident that I’ll bring home more new insights and ideas on running my business, with the result that I will be better able to serve my clients and help their businesses grow.

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Buyer Beware Turnkey Web Site “Solutions”

Tuesday, June 30th, 2009

I came across this interesting article by Diana Huff on her MarCom Writer Blog…Big SEO Mistake #1: using a “Plug and Play” Website Template. She explains clearly why this seeminlgy simple solution for a small businesses’ Web site may turn into anything but. Just like I have to trust my auto mechanic because I have no idea what goes on under the hood of my car, a small business owner who doesn’t have the expertise or the time to learn about web design shouldn’t be trying to do it themselves. Hire a professional…the time you save and the superior result you’ll get vs. a “plug and play” site will be worth it!

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Posted in SEO, Web Design, design, marketing | 1 Comment »

Ads Separated at Birth?

Monday, June 29th, 2009

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?

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Off to the New England XPO for Business

Monday, May 18th, 2009

I’m looking forward to attending the New England XPO for Business on Tuesday in Boston, so if you’re looking for me, that’s where I’ll be! This is the first time I’ve gone, so it will be interested to see what they have to offer both me and my clients to work better and reach OUR clients more successfully! Stay posted…

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