Client Showcase—A Direct Mail Piece That Won't Be Ignored

For their 100 year anniversary, the law firm of Gresham Savage wanted a direct mail piece for community leaders, clients and prospective clients that would make an unforgettable statement about their firm’s legacy. For this, we worked with them to create a handsome gift box that paired a brochure with a Gresham Savage pen and five custom-developed note cards that featured historical images of their community.

This allowed us to not only tell their story but to acknowledge the role their community has played in reaching this milestone. The vintage note cards showcase local sites and leave the recipient with a handsome collection of cards and envelopes to use as they see fit. It isn’t often that a direct mail piece delivers something of value to the recipient, but when it does, you can guarantee a higher level of impact.

Thanks-Living

"As we express our gratitude, we must never forget that the highest appreciation is not to utter words, but to live by them." —John F. Kennedy

We wish all of our followers, friends and clients a gratitude-filled Thanksgiving. What are you thankful for today?

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Beware the Nasty Mug Shot in Your Ads

Think you're saving money by using a photo in your ad that was taken by your personnel department—or someone else in the organization who fancies himself a photographer? We'd suggest you can the ad altogether if you can't produce a good, professional-quality picture.

Whenever you're promoting a professional service, a strong photo of the right kind is imperative. We've seen too many similar ads where the  photo looks like a passport photo or police mug shot—conveying him or her as lifeless, unengaged, unprofessional and even incompetent.

By contrast, the images used in these two ads capture the vibrancy and personality of these physicians. They invite you to trust them with your health, and are warm without being overly chummy.

When we work with health care clients, we insist that physicians wear uniforms or lab coats—sometimes to great resistance. In the same way the public expects a police officer, military personnel or airline captains to be in uniform, they still want to see evidence of this professionalism in the apparel worn by health care providers. If you're inclined to disagree, ask yourself how you'd feel boarding an airplane with staff wearing jeans and polo shorts—or worse yet, t-shirts.

You Can Be Indispensible

Ever notice how easy it is for all of us to see all that is wrong with the world? Anyone can point out problems, but it's the one who brings solutions to their organizations that stands out.

You will be surprised how quickly you can distinguish yourself by observing this one simple rule. By seeing and addressing the strategic issues that impact the success and future of the organization, you can establish yourself as a visionary, a leader and a valuable member of the team.

More often than not this requires more persistence and positive attitude than it does brilliance. As Albert Einstein once said, "It's not that I'm so smart, it's just that I stay with problems longer."

Good Ad/Bad Ad—Don't Make Your Reader Work Too Hard

Ads that work don't make consumers work hard to get their point. If it takes more than a second or two to figure out, most of us will move on unless we're highly engaged in the topic.

Even if you can't afford a formal research project, you can test for this by running your ad by people (more than one) who know nothing about the topic. Make them do a walk-by and ask them what the ad is for, whether they remember the name, and what they could do if they wanted to buy the product or service (is a call to action evident).

Here are two examples of a similar message—one that's effective, and one that isn't. The first billboard:
1. Is too busy—impossible to read it all while flying down the freeway—so some key messages will be lost.
2. Doesn't immediately telegraph the problem that I can relate to—a need to lose weight.
3. Buries the potentially relevant "judgment free zone" message in fussy, small type.

In the example below, by The Johnson Group, the message is both simple and clear. Most of us can relate to the bulge, and the tipped angle of the board cleverly reinforces the overweight message. A URL might have been a nice addition, if it were available—but fortunately, the fitness center's name is dominant enough to remember—and to search for online later, when one has the chance.

Social Media—Can we make it easy, please?

Like most everyone else in this field, I’m still observing, analyzing and sorting through the ideas I read about how to use social media effectively.

One truth seems to be emerging, however. Social media is about creating relationships—not “talking to” or “talking at.” And there are no quick fixes for doing this.

Just like creating face-to-face relationships, these virtual relationships are built over time as two parties assess one another and decide if there’s a match. There’s no value in doing the peacock act—trying to look bigger or better than you are—because ultimately people get to the truth about us or our businesses by observing what we do—not just what we say. It calls us to pay as much attention to who we are becoming as people or as organizations as it does to crafting a message. And that's a tall order.

So the answer to my question—can we make social media easy—is no. We can’t. It’s even less about fluff and posturing and self-promotion than the more traditional forms of advertising or communication, because it opens the conversation up to the crowd, who is now able to collectively pool their observations about our company or product. And it's more like one-on-one relationship, that demands more than sanitized PR messages—and wants something of value.

There is no substitute for substance. Care about your work, your clients or customers, and then talk with and listen to them. Social media is a great tool—but it is only that, the tool. It is not the message, nor is it the deliverables. But it holds great promise for a new kind of truer, two-sided relationships and evaluation of our products and services. And I like that.

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Freedom Isn't Free

I recently came back from visiting Washington, DC, where I spent some time at Arlington Cemetery.  One cannot visit this sacred place without a renewed sense of the great price of freedom.

As I stood quietly overlooking that sea of graves, I had an even deeper sense of gratitude for the great sacrifice made by those who have given their lives for this country--as well as those who are presently in active service and in harms way.

I invite you to join CMBell Company in saluting our veterans not just on Veterans Day, but every day. May we live in a way honors their service.

Reaching the 18- to 29-Year-Old

In John Zogby's fascinating book, The Way We'll Be, he offers insights into how 18- to 29-year-olds think:

• They care about more than just themselves—contrary to how they've been depicted
• They celebrate diversity—and expect marketers to realize that
• They think and buy globally, and travel extensively
• Just about everything in their lives is public, and they're far more comfortable with this lack of privacy than their parents
• Their space is the Internet—and they're easily accessible through social media

Whatever your business, you'll likely need to be talking with (not to) this demographic. Zogby helps start the interesting and relevant conversation about how best to engage them.

Source: The Way We'll Be, John Zogby. Buy it here.

Color Psychology—The Facts About Black

"Black is beautiful." —Huey Newton

Black will always have a presence, not only in the world of fashion, but in all design disciplines. Adding black to a color or design adds impact, depth, weight, substance and even subtlety.

Black wields a strong presence and is perceived as powerful, stylish, contained, modern and yet classic.

Of course, black is often an accent color that takes on variations in meaning based on the color with which it is paired. As you choose black in your design, consider the moods it conveys: power, elegance, sophistication, boldness, mystery, strength, luxury, magic, darkness, seriousness or prestige.

Use black whenever you want to convey these attributes, but remember that quantity and context can influence the overall impact.

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Advertising Savvy—Use Visuals that Work

Although ads don't require visuals, research has shown that 70% of viewers will look only at the visual in the ad, where only 30% will read the headline.

Of course, the quality of the visual will also determine who stops to read the ad. Photographs tend to have a higher impact than illustrations. This might be because viewers can relate more to the realism of photography than the conceptual nature of an illustration.

Whether you choose photography or illustration, make sure that your visuals are captivating and arresting. They will make all the difference in getting your ad the attention it deserves.

Lets take a look at two similar ads that promote giving the gift of higher education. The first is quite text-heavy and relies on a rather pedestrian graphic. Which one is more likely to get your attention?

The second, by Red Square Agency, is nearly all graphic, but conveys the message much more clearly.

Let's have an open house!

The good is often the enemy of the great. Consider the special event, for example. Very often, event planning uses extensive internal labor resources while producing returns that don't merit the cost. Since labor costs are often hidden, many times the event's true costs are not identified.

When determining if an event is a good marketing investment, begin by adding up the cost of the promotion, the event expenses, the hours staff spent to organize it (including support departments like maintenance and food service). Then ask what value it brings to the organization. Does it recruit new customers? Change consumer perception about a critical service or product? Does it create the desired goodwill among the right audience?

If the same resources were used for direct sales calls, would the impact on the institution be greater? With time at a premium, make sure that your efforts are focused on enhancing revenue and improving the organization’s image with the largest, most influential groups. And remember that choosing to do one thing always means that you are choosing not to do another.

Client Showcase—Hospice Print Ad

We designed this ad as part of our Cottage in the Meadow campaign for Yakima Valley Memorial Hospital. Through the creation of a visual oasis, the ad steps outside of the expected and inspires readers to become a part of the building of a new home-away-from-home for hospice patients in their community. It appeals to the human longing to do something bigger and more lasting with one's life and gives the reader opportunity to donate to a project that promises this kind of fulfillment.

Client Showcase—Emergency Department Campaign

Everyone who has ever been to an emergency room can relate to this message, which promises shorter wait times. There's always a delicate balance in this kind of advertising to be sure the message doesn't promise more than it can deliver. We've seen other similar emergency room campaigns that feature bold promises that are weakened in the body copy with all kinds of disclaimers. Others are cagey--and if you're not discerning, lead you to believe that you'll see a physician right away, but actually promise only that you'll be taken to a patient  room right away. It's always better to "under promise" and "over deliver," but a promise that is too soft can fail to compel.

We shot a custom image for this ad to make it distinctive, and featured a promise that was both relevant and truthful. It's impossible to miss this message even if you just glance at the ad quickly--as the story and headline deliver the punchline without making the reader work too hard.

Columbus Day—Inspiration for Overcoming Obstacles

You never know where a dream will take you, but you can be sure obstacles will arise along the way.

Christopher Columbus earned the right to make this quote: “By prevailing over all obstacles and distractions, one may unfailingly arrive at his chosen goal or destination.”

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Naming—See It, Say It, Hear It Before You Buy It

A good company, product or service name can help set your brand up for success. When selecting a name, think not only about what it conveys and how it sounds, but about what will it look like on a business card, a sign, a package, or an outdoor board.

The Visualizer, by Catchword Branding, allows you to see how it might appear in different applications.

Although this is just one aspect that should be considered when choosing a name, using this simple tool can help you assess your test name's visual effectiveness.

Are there any names you think work especially well visually?

Client Showcase—Law Firm Direct Mail Piece

When the growing southern California law firm of Gresham Savage brought on a successful new attorney, they wanted an announcement that would be memorable and impressive. We designed this five-panel piece to introduce him to their clients, using confident colors and sophisticated imagery to make a winning first impression.

This direct mail piece won a 2010 Silver Award in the 7th Annual Service Industry Advertising Awards.

Test Your Tagline

Is your tagline a winner?

Maybe. Is it simple? Succinct? Believable? Clear? Original?

The Tagline Guru offers 20 attributes on which you can rate your tagline. To find out if your tagline is genius, or a snoozer, take this quick test.

http://www.taglineguru.com/tagline_iq.html

Execution Trumps Brilliant Idea

Being brilliant can be an asset, but knowing how to execute a strategy—that's what will make you a rising star in an organization. Many strategies fail in the execution stage—even though the original idea was a winner. That's because big ideas are much easier to come by than the long, hard haul of building a service or product.

If that weren't the case, there'd be myriad knock-offs for every business success. Who can't walk into a McDonalds and observe their big ideas in action? Yet few are able to replicate this operationally.

Pay attention to the people in your organization who know how to execute an idea successfully, and see what they have to teach you.

Color Psychology—What does yellow say?

"Follow the yellow brick road..." —Dorothy in the "Wizard of Oz"

As the color of the sun, yellow owns the attributes of heat, vitality, energy and light. This extroverted color is confident, friendly, warm and inspires the imagination. Yellow is an important color in human development, as one of the most attractive colors to an infant's eye. It is also the color that is most visible, heightens awareness and creates clarity. Because of its ability to attract attention, yellow is often used in signage, point of purchase displays and packaging.



Consider the meaning of various shades of yellow as you select colors to support your messages:

• Light yellow: cheering, happy, soft, sunny, warming, sweet, easy, pleasing,
• Bright yellow: illuminating, joyful, hot, lively, friendly, energetic, innovative, surprise, caution (cowardice, betrayal, hazard)
• Golden yellow: nourishing, buttery, tasty, sun-baked, hospitable, comfort
• Amber: jewelry, multi-cultural, mellow, abundant, original, autumn
• Metallic gold: rich, glowing, intuitive, luxurious, opulent, expensive, radiant, valuable

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Photo Techniques—Adjusting Levels for Impact

Before

After

An image that looks like a murky, unusable mess can sometimes hide a true gem. Digital photographs can hold information that can be used by a skilled designer to improve color and contrast.

In the sample above, we took a digital image and used adjustment levels in Photoshop to bring out the image's true colors and depth. By controlling different areas of the image, we were able to add contrast to the sky, lighten the countryside and leave the dramatic, dark color of the highway untouched. Better, don't you think?

Selling Benefits, Not Features

We ask too much from consumers if they must connect the dots between the features of our product or service and the way these features will benefit them. If you're selling mattresses, your brand promise is a good night's sleep—not the attributes of the mattress itself.

This is sometimes hard to do because it is easier to see the world from the company's perspective, where we reside, rather than from the customer's perspective.

Pay attention to ads you see today and see how well they convey a benefit to the customer—rather than the product's or service's features. We'd love to hear what you learn.

Name That Font

How well do you know your fonts? Take this quiz and try to beat the average score of 58%.

The Word Doctor—Use Short, Fresh Words

As Theodore Rees Cheney says in Getting the Words Right, "a writer in our business needs a store of expressive words"—not a storehouse of long, complex Latin-derived words.

The right words breathe life into your message and help the reader envision more vivid visual images. As Cheney says, consider words like break, scatter or glimmer. These short words "are concrete and create immediate sense impressions." Here's an example:

Before: If I take the time to look outside of my window during the day, I can see a street covered with snow and ice. People are carrying their briefcases, packages and handbags and trying to balance themselves with care so as not to slip on the ice and fall.

After: The streets outside my window are covered with snow. Fearful people, clinging to their wares, shuffle cautiously to avoid a fall.

(Cheney, p. 157-158)

Most Customers Impacted by Their On-Line Experience with a Brand

According to the 2009 Razorfish study, 65% of consumers report that a digital brand experience has changed their opinion—either positively or negatively—about a brand. Even more significant is the fact that 97% report that a digital brand experience has influenced their decision to buy, or not to buy.

Consumers can move from awareness to purchase to recommendation—in a very short time. Engagement creates customers not just through social media but across the entire digital channel. Instead of focusing on clicks and impressions, conversations and brand engagement should be the focus of your digital media strategies.

Even if you're in an industry that's still in its infancy when it comes to using digital media, consumers are apt to judge their experience based on their experiences with other industries. Which leads me to my question of the day: What kind of on-line experiences are your customers having with your brand?

Source: The Razorfish Digital Brand Experience Report 2009, page 38

If Walls Could Talk

How many customers set foot in your facility each day? And yet many companies fail to use this free medium for conveying their messages.

Conduct a 10-minute walk-through of your facility and ask yourself whether you can better tell your story through the use of waiting areas, walls and areas that visitors frequent. You’ll pay no media buy fees—and reach people who already have some connection to and interest in your products or services.

Here are just a few ways you can reinforce key strategic messages on-site:

• Exterior banners
• Interior banner stands
• Screensaver messages
• Posters and displays in heavily travelled corridors
• Table-top messaging in cafeterias
• Electronic board messages

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