Small Business Marketing: Make an Impact With Creativity & Marketing

During a seminar I attended yesterday, the speaker threw out some statistics about how often companies were updating their websites.  Based on a survey of 300 companies, 1/3 of which were marketing agencies, most companies are updating every 2-3 years.   However, over 60% of marketing companies had updated their website in the last 4-12 months.   Why the difference? 

One can only guess!   The bigger question is why should you care what other companies are doing with their website?  If your website is delivering results, then you don’t need to redesign.  However, if your website is not delivering results, then it’s time to take a look.  Maybe just small, constant improvements would work.  Add testimonials.  Or a video that explains how you can add value.  

The bottom line “when” should you redesign – is based on the success of the website.   You have to have measurements in place to do that.   I have done website measurements for 15 years.  If you need some tips (for example Google Analytics is free), just let me know.

I really do love logos, as corny as the logo is to the right. I have loved logos since long before I ever became a designer. Do you remember shopping with Mom as a kid and seeing the logo of your favorite candy bar or cereal? It could conjure up all kinds of emotions… now that is power.

I believe that is what a logo is supposed to do – evoke an instant image in your mind about the company it represents.

Prior to starting a logo project, we ask our clients to brainstorm on a “word-association” list. For example, if you want to be known as the most cost effective bargain brand out there, we will not create a high end, sophisticated logo. Target should not be confused with Tiffanys!

Follow this link to an article that talks about different trends in logos. It is lengthy, but it groups logos into various clever visual themes such as, Cubist, Spores, Ghosts, Tendrils, etc. While we don’t have our logos broken down into clever themes such as these, we tend to try out various shapes, sizes, and appearances.

We recently designed a series of logos for a client, Griff Paper & Film. The client, like many others, maintains separate corporate divisions, yet we wanted a consistent visual identity throughout.

If we can help you narrow down a logo for your company, or if you want a new look, we can help. Give us a call at 215-491-3448.

You have probably heard the term…”Going Viral.” It sounds nasty doesn’t it? It has its roots in “a contagious disease being communicated.” However when that disease is a marketing message, your marketing message and it is spread to a larger and larger audience. It is a good thing.

So what are the ways to get your message to “go viral?” First off it needs to be original, not salesy. Think about the viral messages you have received, it was probably a joke, right? So another good ingredient for viral marketing is humor. Did you pass that joke on to your friends? It was pretty easy wasn’t it…another key ingredient… make it easy to share or view.

A good example, most marketers will cite the Old Spice commercials.  Yes they are selling a product yet they will have the attributes of a successful viral campaign. Like I said, originality, humor, easily shared, oh and the best… interesting visuals.

Other effective viral campaigns include quizzes (check out this one if you think you know geography: http://www.rethinkingschools.org/just_fun/games/mapgame.html) for freebies, giveaways, and lists. Think about Letterman’s Top Ten List and how many imitators have come along. Why? Because it works.

Do you remember Day-Glo colors? Very reminiscent of the 60’s.  What about avocado appliances…they will date your kitchen back to the 70’s. And then comes the 1980’s with the subtle gray and burgundy, the colors of our first corporate branding. However back then it was just called letterhead and business card.  Teal was in vogue in the 90’s, along with a color called celery. 

With the 21st century no real color trends come to mind. I actually did some research, in an article written October 2000 “ColorMatters©” they seemed to agree: “The turn of the millennium has intensified the quest for a color or colors to mark this momentous point in time. In the meantime, everyone is already trying to pinpoint the next hot new color. . . All things considered, color trends are a complex issue, one which is not easily defined by simple color predictions.”

Now, at the end of the decade, no color trend or combination of colors have really defined the aught years of 2000.
  So now they start again, trying to predict what will be the trendy colors for the fall of 2011 The fashion industry takes it season by season, I guess if they really bomb, they can launch new spring colors without care. If they are right, they will take what sticks, add to it and create a new revised palette. The colors that are popular, the ones that do stick, tend to become the trends…in everything. You’ll see everything from tee shirts to towels, coats to cars, and even wash cloths to washers.  Why don’t you vote for your favorite color? Also you’ll see the results of what others selected. And then wait and watch for these colors to show up in the local stores!

Believe it or not, even today some companies do NOT have a web site. Really. And, if they do, some companies have web site dating back to the last century. (I always wanted to say that.) So if you do have a web site, ask yourself why?
If you answered:

1. Because the boss’ son built it in college
2. Our Ad agency told us we needed to have one
3. Our competition has one
4. IT department said was necessary to get a cool email address
5. I don’t know, I don’t care, and I never look at it…

Then you don’t know what you’re missing.

The obvious reasons to have a web site are to:

1. Have your clients and prospects FIND you
2. Create an image that you are on “top of your game”
3. Provide information to turn prospects into sales- now there’s a concept!

Also, take a look at the way your web site is analyzed. Do you know how your customers and prospects are finding you? AND what they are viewing once they get there? Even how long they stay? You should. This information is priceless when it comes to updating your web content or your entire site.

Remember, unlike a printed brochure. Once it’s done, it’s NEVER done. That is the beauty of the web. Everyday, week, or month you can keep your customers and prospects alerted to what is going on in your company. Statistics show that a site with updated CONTENT will attract activity.

I know most of our tech savvy clients know this. I am surprised how many new people I am running into that have not touched their site in years. Is it time for you think about a “Web site Tune-up?”

Everyone has an opinion…there is a saying about that isn’t there? Well regardless, I am going to express mine. This one involves the use of type. There are certain style manuals that give you punctuation rules.  We’ve become use to spell checkers and even a grammar checkers. But no one has created a “that font can’t be read” checker! So I am going to give you a few pointers on what not to do when it comes to type, whether in print or on the web.

I will need to illustrate some of these because the web is not compatible with all fonts. If you choose a special or unique font specific to your system, do not assume it will translate across all platforms. I guess that can be rule the first rule

#1. Stick with the standard fonts when publishing any communication on-line. (i.e. Blogs, Web sites, ENewletters). What are the standards? You can’t go wrong with Helvetica, Verdana, Arial for san serif fonts and Times, Times New Roman or Georgia for your serif fonts.

#2. DO NOT SET TYPE IN ALL CAPS, ESPECIALLY LONG SENTENCES. IT SOUNDS LIKE YOU ARE SHOUTING DOESN’T IT. ALSO IT IS HARD TO READ. Stop it now!

#3. Keep these script fonts for wedding invitations, and don’t use all caps.

#4. Color text on color background- can be dangerous. Readability is an issue. Rule of thumb, black will read over most tints, even gray up to around 60%. Also watch reversing type out of a light color. If in doubt go lighter or darker.

#5. Light text on white – make sure it can be read. This is especially prevalent on the web. Every monitor is different. A nice rich gold on your system may look like beige on mine, and unreadable.

#6. Reversing small italic text – sure as long as you don’t want it to be read.

#7. Mixing too many fonts in too many styles. Where should I look???

This is just a start of my pet peeves when it comes to type setting. As I come across examples, good and bad, I will post them. See if you don’t agree.

Oh, one more thing, I received an email offer last week for “FREE fonts.”  I love fonts and I love FREE.  When I linked over, yep they were FREE but they were UNREADABLE fonts. Really. And I can assure you that someone, somewhere will try to use them.