I want to tell you more about a project that we are working on. I am a big believer in cause related marketing. You can imagine how often we are asked to donate product and services. We do a fair amount of it to support our community. We get our name on the credits.
That isn't cause related marketing. Cause related marketing is when you pay for the opportunity to partner with the non-profit for the benefit of both the giver (business) and the receiver non-profit.
To demonstrate the concept we initiated our Miss America Brand project. We really believe in consistent visual image. By that I mean carrying a visual theme (color and background, fonts and alike through out a promotion. You will notice that.
We are also using the project to launch our shapes product. We can take any image .. sign, display board and cut it to the shape.
All of this by providing a service that is very much needed by this group.
On this blog, I will share with you the behind the scenes thinking as we roll out this offering.
I hope that by the end you will consider a cause related marketing program in your marketing plan and agree that a consistent visual image is important to any business or promotion.
This should be a lot of fun, so subscribe now.
Helping restore the independence of the third (non-profit) sector.
Sunday, December 31, 2006
Tuesday, December 26, 2006
Lean not mean customer service
There's value in suppliers who help clients make good choices then deliver precisely what is needed, on time, to where it is supposed to go. But, the true test doesn't occur until something goes wrong. Remarkable companies fix wrongs. Poor companies ditch their customers instead.
Monday, December 25, 2006
Bella Graphics is the presenting sponsor of Miss Wyoming 2006. A presenting sponsor pays for that designation with cash and in our case a combination of cash and services and product. To us it is a part of our marketing plan.
Two things are happening in January. Bella Graphics will launch it’s “shapes promotion” and we’ll send Miss Wyoming off to The Miss America pageant in Las Vegas.
By shapes we mean rigid print images on gatorboard for instance are cut into shapes or silhouettes to add a new dimension that will attract more attention. That is what Bella is in business to do, help our customers attract favorable attention!
We are featuring Miss Wyoming and her aerial talent performance in our “shapes promotion” As we do that we are promoting a real statewide send-off and we are doing that lean. As a newsworthy public service promotion.
There are only about 440,000 people in our entire state. Heck we could email each one of them and accomplish several things:
We would introduce them to Miss Wyoming and encourage them to visit the Miss Wyoming Web Site, show their support, buy something, book Miss Wyoming for a future appearance, and watch Miss America Pageant on CMT on January 29th.- While they are at it they might be so inclined as to follow a link to our web site.
Is this a good way of spend the marketing dollar? We’ll see. Cause related marketing is a fresh approach in an advertising age that is stuck in the mud with more and more of our messages tuned out, deleted, or thrown in the trash. .
People are tired of one way marketing. That one way is usually “we have”, “you buy” TV or radio adds that try to be funny or cute but aren’t memorable. But it is only worth as much as you are willing to put into it. The good thing is you can get a lot of distance by investing time and effort. There are plenty of opportunities to standout out by helping out.
Cause related marketing is much more creative and captures the curiosity because it can be remarkably different. You might view an email from a company like Bella Graphics as spam and have an entirely different perception of something that came from Miss Wyoming. Are bet is that our recipients will be curious.
Curious and secure in the source enough in the source to open, read and click.
To make cause related marketing work you have to know the difference between promoting the cause and shameless self-promotion. Self-promotion is sniffed out by the consumer like stink on a monkey.
Desperate Sign
What have we here? Trying to get our attention? Trying to draw us in?
I'd be afraid that once inside the owner would shout in my ear
I'd be afraid that once inside the owner would shout in my ear
Graphic Image Standards
Supporting the business’s reputation is important. A small but significant component that support is an accurate and consistent use of graphic symbols that stand for the business.Every business has an identity. This identity is influenced by the look of all things done by or associated with the organization—its programs, services, products, print material, advertising, signage, stationery, vehicles.
Because of this profusion of elements, it is essential that a graphic system is in place to clearly and easily identify the organization as one.These symbols include the logo and word mark, the use of “corporate colors” and the design of material such as letterhead, business cards, fax forms, address labels, etc. These elements may seem consequential and mundane, but they represent who the business is to the world at large. They provide a fast and easy cue of an official communication from your organization.Consistent and correct use of these graphic elements helps build a strong impression. Here are some examples.
Because of this profusion of elements, it is essential that a graphic system is in place to clearly and easily identify the organization as one.These symbols include the logo and word mark, the use of “corporate colors” and the design of material such as letterhead, business cards, fax forms, address labels, etc. These elements may seem consequential and mundane, but they represent who the business is to the world at large. They provide a fast and easy cue of an official communication from your organization.Consistent and correct use of these graphic elements helps build a strong impression. Here are some examples.
Minimum size of the logo in print. Some logos are complicated and don’t reproduce well beyond a certain size.- Name of typeface for business/product name. Sometimes the name alone is a strong brand. Good graphic standards will spell out what is allowed and what is not. For instance it’s probably not a good idea to “stylize” name in some wild and crazy never used before font to promote a special event.
- How and when can logo be used by itself? How can it be used in conjunction with other words or images?
- How the logo or name will not be use. For instance it is not a good idea to decorate your logo with Christmas lights for example.
- How name with logo will be used together what should be the size of logo in relation to the size of name.
- Determine which “acronyms” or abbreviated names can be used and how and when?
Colors (specific pantone and now web colors) - The use of your logo with the logo of others (same size or larger)
- Logo in “PowerPoint presentations”
- Use of logo in posters, banners, signs.
The Problem With Homegrown Design
I did it myself for 20 years. I mean I designed my own marketing materials and ads. I started Kennon Aircraft Covers out of my garage. Money was always tight. We spent $60,000 to $80,000 on ads a year but next to nothing on professional design.
- As I look back, here is how I rationalized it:
- No one knows the product better than me.
- I know how to scan images and use Adobe Pagemaker to layout the text. Might as well use what I know.
- I will save time if I do myself because I won’t have to communicate with anyone. In fact, I never have to leave my office. A few magazines occasionally "reworked" my ads. They must have been really bad.
I didn’t realize it at the time, but the quality of the ad design is a reflection of the quality of the magazine. They reworked the ads, and spared me the embarrassment of ad rejection because of poor design.
Things changed when I started Bella. Our graphic artists took over the design responsibilities from this novice and now I look back and see how silly I was over all of those years to spend well over a million dollars publishing my own poorly designed ads. I am a believer in professional design, not only because I own a business that provides that service, but because I was blind but now I see.
Font Problems
Avoid problems with fonts. Send your printer the fonts. Avoid problems with fonts. Send your printer the fonts. In fact, it is wise to get into the habit of "sending all fonts, all the time." PC and MAC fonts are not compatible. Therefore, when working in a PC format, convert all fonts to outlines or curves.
If you are PC based and working in a program that does not allow you to convert the fonts to outlines, your printer may end up having to substitute fonts. Supplying MAC fonts is strongly recommended. Due to slight variations in fonts (kerning, baseline, etc) substituting fonts may slightly change the layout.
If you are PC based and working in a program that does not allow you to convert the fonts to outlines, your printer may end up having to substitute fonts. Supplying MAC fonts is strongly recommended. Due to slight variations in fonts (kerning, baseline, etc) substituting fonts may slightly change the layout.
Shape of Signs
Why are most signs and posters square or rectangle? Isn’t it time to display out of the box? Shapes and silhouettes create interest. Imagine interesting signage that captures attention and generates a reaction. Imagine using shape as a second dimension. We're on it. More to come.
Sign Letter height
Always ask your customers, "how far away will the banner be from the viewer?" If a grand opening banner will be on the front of a business with a large parking lot between the storefront and the street, the letter height must be large enough to be viewed by drivers on the street. Also, keep in mind that a driver only has about 1.5 - 3 seconds to read a message while in motion. The chart below will help determine the correct height vs. viewing distance.
From Keri Collet, published on www.signindustry.com
From Keri Collet, published on www.signindustry.com
Story boarding
Mike Vance, former dean of Disney University tells how Walt Disney took his children to Griffith Park and noticed that only the outside horses on the merry go round went up and down. He also noticed that the glass at the cotton candy stand was dirty, and the pony giving pony rides looked tired and unhappy.
He envisioned a place where families could go where all the horses went up and down and glass never stayed dirty for long, and there were no tired ponies.
He story boarded his vision and called it Disneyland. Story boarding is conveying in pictures what you see in your mind. A picture is, after all, worth a thousand words.
The story goes that Mr. Disney story boarded Disney World and placed large story boards at various locations in the park; even the earthmovers came to see. After all, he had to convince investors, city and county officials, and the 20,000 people who would make his vision a reality that he could build something so great right in the middle of a swamp.
Jack Welch in his book "Winning" said “ a vision is not something that the leader can delegate.” In other words in isn’t something that should be done by a committee.
Having a vision is one thing, but conveying it to your team is something entirely different.
He envisioned a place where families could go where all the horses went up and down and glass never stayed dirty for long, and there were no tired ponies.
He story boarded his vision and called it Disneyland. Story boarding is conveying in pictures what you see in your mind. A picture is, after all, worth a thousand words.
The story goes that Mr. Disney story boarded Disney World and placed large story boards at various locations in the park; even the earthmovers came to see. After all, he had to convince investors, city and county officials, and the 20,000 people who would make his vision a reality that he could build something so great right in the middle of a swamp.
Jack Welch in his book "Winning" said “ a vision is not something that the leader can delegate.” In other words in isn’t something that should be done by a committee.
Having a vision is one thing, but conveying it to your team is something entirely different.
Introduction To bella
Our designers joined the Bella team with excellent backgrounds and years of experience in offset graphic design. As soon as they join the Bella team they learn the specialized skills of large format presentation, production, and display.
There is much more to consider when using large format material. Where will it be used? How will it be displayed? Will it need to be protected from vandelism? Who is the intended audience? How far away will it be viewed? How much time will be spent viewing it?
You don't have to think about those things if you are only designing and printing business cards or brochures.
We plan to offer a lot of practical advice, tips, and observations through this blog. We don’t plan on wasting any time.
There is much more to consider when using large format material. Where will it be used? How will it be displayed? Will it need to be protected from vandelism? Who is the intended audience? How far away will it be viewed? How much time will be spent viewing it?
You don't have to think about those things if you are only designing and printing business cards or brochures.
We plan to offer a lot of practical advice, tips, and observations through this blog. We don’t plan on wasting any time.
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