The Benefits of Outdoor Advertising

Outdoor advertising reaches more people with fewer dollars. Out-of-home advertising costs three times less than radio and magazines, seven times less than newspaper and nine times less than network TV. It literally reaches more people more often with fewer dollars than any other form of media. And, more consumers are spending more time with out-of-home advertising than watching TV, reading the paper or listening to the radio.

Not only does it cost less, it:

• Can't be turned off
• Can't be thrown away
• Can't be fast-forwarded
• Can be regionally targeted

Is outdoor part of your advertising mix? Perhaps it should be.

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Toyota Recall: A Case Study

When things went south for Toyota this year, they responded with massive advertising. My first reaction was "Where are they getting their advice from?" The TV spots are confessionals—"we're not living up to our own standards or to yours"—planting doubt in minds that may not have had a negative opinion of Toyota.

Is there a time to admit fault? Yes, of course. But does this mean positioning a company as one that has disappointed America? I don't think so. Far better to spend those advertising dollars reminding America of all that is good about Toyota (which after all has an excellent track record when it comes to quality) and how they are responding to the problems with their vehicles. While I'm not objecting to them taking a proactive stance, I don't believe there's ever a time to create more bad news than actually exists.

The Dove Commercial—Nobody's Perfect

Ogilvy & Mather's startling commercial takes us from model to billboard in under 60 seconds. Its an impressive spot from Dove, reminding us that even models don't look like models, and demonstrating the power of Photoshop.

Are you the company theater director?

A wise and wonderful client who spearheads a successful healthcare philanthropy program described her role as theater director—the person who stages experiences between donors and her facility. I love this description and think it describes what good marketers do, too.

"I don't ask for money," she says, describing her refreshing way of viewing of fund raising. Instead, she tells the story and lets it do its work. "I know it's unconventional, yet we don't have enough staff to process all the donations people want to make to our facility."

What experiences are you creating for your customers?

Client Showcase—Pacific EP Direct Mail

The Los Angeles-based Pacific Rim Electrophysiology Research Institute, under the direction of internationally renown Koonlowee Nadamanee, MD, worked with us to create a direct mail package that included his symposium invitation and a brochure promoting this remarkable facility.

Dr. Nadamanee has developed an advanced cardiac electrophysiology procedure (EP) that offers new hope and vitality to patients suffering from EP problems. We also developed the logo for the Institute, which has offices on the campus of White Memorial Medical Center in California, as well as in Hawaii and Thailand.

The American Dream in Transition: What Americans Really Think

In his insightful book, The Way We'll Be, veteran pollster John Zogsby draws on thousands of surveys to reveal four megatrends that are shaping how Americans view the world:

• Living with limits as consumers and citizens
• Embracing diversity of views and ways of life
• Looking inward to find spiritual comfort
• Demanding authenticity from the media, our leaders and institutions

Led by today's 18-29-year-olds, America's first "global" generation, Americans are becoming more internationalist, consensus-oriented and environmentally conscious—and less willing to identify themselves by what they do or how they spend their money.

Leaders and marketers who want to better understand how Americans think and what they believe will find this a valuable read.

When an Ad Campaign Isn't the Answer

Companies sometimes rush to start an advertising campaign when they experience a loss of market share or feel a threat in the marketplace. But before they do so, they should do an assessment of the brand experience to make sure there is parity between the message and the actual experience. Ask:

1. How are first impressions of the brand contributing to the brand promise?
2. What is the experience of those who use the service/product?
3. Is the packaging/facility sending the right message?

A dirty restroom in a hospital can give the impression of low quality care. A poor website can make a company look second-rate. A person who works on the switchboard but isn't knowledgable can suggest company-wide incompetence.

Before you invest in advertising, make sure your customer experience matches your brand promise.

The Word Doctor—Use Shorter Words

Why use a long word when a short one will do?

For example:

Exacerbate = inflame
Fortuitous = lucky
Arrogant = aloof
Imperative = crucial
Administer = give

Too much writing is still plagued with long words that make reading tedious. While it's tempting to think one sounds sophisticated, great writers know that it is the size of the idea—not the words—that impresses.

Fingers in the Sand: The Power of Images

In this moving and remarkable artistic interpretation of how ordinary people were affected by World War II, 24-year-old Kseniya Simonova uses her fingers to draw a series of images on an illuminated sand table. She won the top prize on Ukraine’s Got Talent with her artistic presentation.

The scene morphs from a happy couple holding hands to warplanes appearing, then to a tearful face of a woman whose smile returns with the arrival of a baby. We next see a woman’s wrinkled, sad face turn into a monument to a soldier, and in the final scene, mother and child bid farewell to a man outside.

In Ukraine, the war resulted in one of every four of their citizens being killed—11 million deaths. Simonova’s unusual style show us once again the power of images to move something deep inside of us—to say things that words cannot.

2009 Logo Trends

Logo Lounge has released it's 2009 Trends logo assessment. Included in this batch is an atypical vibrancy of color and energy, a more critical use of type and text, and increased chroma of color.

While the report provides a lovely visual journey, we will say that some of these seem to defy the core requirements for a good logo, as their complexity makes them challenging to deploy at various sizes and in different media. Nevertheless, it is still a pleasant visual escapade, and if you're interested in the full collection of six years' worth of trends, click here.

Printing Tip #1—Quality Relationships

How can you know if you're getting the best print job for your money? A fine line exists between balancing quality and price, and those who want to get the best of both worlds must be savvy in both arenas. Here's the first of some tips we'll share from our experience in the business.

Develop a relationship with several quality printers.

No one printer is suited for all of your print jobs, so find three or four that you are willing to invest in. Their skills, culture and equipment will determine their capabilities. Treat them as partners, and make sure they understand the goals of your project, your quality standards and your service standards. By cultivating a relationship with those star performers, you'll have a trusted team of experts who can bring to life your creative material, delivering them on time, on target, and on budget.

Photo Techniques—Following the Rule of Thirds

Centered image lacks interest.

Use of rule of thirds brings energy.

The rule of thirds is a compositional rule of thumb that can help you create powerful images. The rule states that important compositional elements should be placed along the one-third lines. Using this type of alignment can help create more energy and interest in an image than when the key elements are centered.

In the sample image above, the horizon aligns with the bottom line, the lamp post aligns to the right line and the tower roughly aligns with the left line. Although this can be best achieved when creating the original photograph, similar results can be achieved through cropping.

Client Showcase—Cardiac Print Ad

At the request of the client to come up with something unexpected, we crafted a "Dear John" break-up letter—or was it a wake-up letter?—from the hospital to its community. The message underscored Memorial's focus on prevention of heart disease—and was delivered in a fresh, engaging way.

Valentine's Day

"Passion is the genesis of genius." —Anthony Robbins

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Client Showcase—"Cardiac Fulfillment Center" Radio Ad

Calling to schedule your heart attack? We'll be glad to help you. When Yakima Valley Memorial Hospital asked CMBell to come up with creative that was unexpected, we developed this cardiac radio ad that deploys humor to arrest the attention of the listener. But stay tuned, and you'll find out that Memorial is the hospital to turn to if you want to stay away from heart disease—and out of the hospital.

Client Showcase—Key Technology Annual Report

In this year's annual report, the color orange anchors Key Technology's 2009 Annual Report and sends a message of vibrancy, innovation and energy—all characteristics of this market leader. Beautiful, saturated images of food help depict one of the primary markets impacted by this company—a world-wide leader in equipment that processes, sorts and removes defects from food and pharmaceuticals to ensure product safety and freshness.

The image of the executive team, shot from an elevated platform, delivers a fresh perspective that suggests both optimism and confidence.

Are you solving problems your boss or customers care about?

The workplace is filled with people who are brilliant, capable and talented—but who never achieve the success commensurate with their career achievements.

It is possible to provide superior work, and still fail in the workplace. Often, this is because one has failed to find solutions to the problems his boss or customers see as most significant.

Want to set yourself apart from the rest? Figure out the biggest challenges your boss or customers have, then recommend and implement solutions to them. You will likely find that a problem solver will rise in both responsibility and esteem.

Are you hoping to market to mature women?

Women between the ages of 40 and 58 are the single largest growing segment of the population, at 39.9 million, according to the 2005 US Census. Boomer women have more time and money, and women age 50 and above control more than half of the discretionary spending in the country. (Marketing to Women, 2003)

So how do you reach this audience? First, by understanding how they think. In a 2007 womanology study by bvk, women in this age group used these words to describe their life stage: confident, happy, self-assured, smart, empowered, adventurous. They are moving from fulfilling their duties to fulfilling their desires as children leave the home and the rewards of careers have been experienced.

In the world of healthcare, the mature woman wants caregivers who show her respect by listening, include her in the decision-making, and take the time explain both the diagnosis and treatment. But these general guidelines can be adapted to any industry.

Martin Luther King, Jr. Day

"All labor that uplifts humanity has dignity and importance and should be undertaken with painstaking excellence." —Martin Luther King, Jr.

Find a way to shower civility, respect and compassion in your corner of the world today.

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What a Pollster Can Tell You About Reaching Consumers

Are you reaching America's consumers with messages they care about? Consider these four emerging consumer perspectives as you craft your firm's messaging:

1. Individualistic
America has always had a distinctly individualistic view of life, but this characteristic is becoming even more pronounced as consumers find their hopes in institutions dashed. Choice, independence, and personalized service are messages they warm to.

2. Yet global
Even as their trust in institutions declines, they are not just focused on their own corner of the planet. Their interests are global, not just local, and they connect with organizations with similar interests.

3. Interested in sustainability
Consumers, especially the younger ones, want sustainability, and want to do business with companies that share those values. Demonstrating your company's focus on global sustainability—not just national—will resonate with them.

4. Not just young
Retirees are living longer and hold vast resources of discretionary income. But they're looking for more than just relaxation. Talk to them about matters they care about and that contribute meaning to their lives—and tap into their life experiences within your own organization.

Source: The Way We'll Be, John Zogsby, Chapter 3. Buy it here.

Client Showcase—Joint Care Seminar Ad Makeover

Sometimes a good message just needs a makeover.

That was the case with these joint care seminar ads, that had run for several years and were starting to tire. Using the same photos and message strategy, we worked with the client to revise and refresh these ads which served as a template to promote on-going seminars. By changing just the seminar information, these ads provide a cost-effective way to professionally promote these events without creating new custom ads for each one.

In the new ads, the client wanted more prominence for the featured physicians—and needed the ad to conform to their new corporate graphic standards.
Here's a before and after of the ads. What do you think?

Original Ad

Refreshed Ad

Client Showcase—Family Legacy Ad

Nothing tells your story like a loyal customer—except, perhaps, three generations of loyal customers. We loved working with our innovative friends at Yakima Valley Memorial Hospital to develop this ad that demonstrates the trust they have cultivated in their community.

As part of the 100 Reasons campaign we developed with them, we featured a well-known Yakima family reflecting on their experiences with Yakima Valley Memorial Hospital over three generations. Now that's loyalty.

Update: This piece won a 2010 Bronze Award in the 7th Annual Service Industry Advertising Awards for newspaper advertising.

But we can't afford a good designer?

To which I must say neither can you afford a bad designer. Good design is no longer just for the privileged few—it is now expected by the general public.

Retailers like Target have made everything from kitchen spatulas to our pet dishes visually appealing. And because good design is so pervasive, consumers have an elevated expectation of seeing good design everywhere. If your visual design is not well done, it will reflect poorly on your organization. Good design is no longer a luxury, but a necessity.

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Gresham Savage Launches Centennial with E-card

Gresham Savage, the premier business law firm in inland Southern California, asked us to develop their holiday e-card again this year. Since this piece launched their 100-Year Anniversary, we recommended a theme of giving back to their community. The card concludes with an opportunity for the viewer to choose one of four charities selected by Gresham Savage. Votes will be used to apportion the firm's commemorative charitable donation for 2009. To see the e-card, click here.

A New Year

"There is nothing so powerful as words and images, artfully combined, to open a world of possibilities." —CMBell Company

Here's the beautiful thing about the mind—it can take you anywhere. No security checkpoints. No lost luggage. Your imagination is a passport that never expires, and a flight of fancy always leaves on time.
As you start your new year, we encourage you to explore the big world of ideas. To inspire you, we have developed a series of 12 calendar/desktop wallpaper art images featuring breathtaking images of human achievement and nature from around the world. If you'd like to have these, email me at DeLona@cmbell.com, and we'll get you on the list.
Go ahead—explore a little. Imagine a lot. And watch what happens.