Tag Archive for 'marketing'

how logo design affects brand

Aligning Your Look With Your Mission

When it com133es to promoting a business, nothing is more critical than the brand logotype. Getting it right goes a long, long way towards making an impression on a distracted public that sees thousands of visuals on a daily basis.

To be successful, a corporate mark requires design integrity, repetition in the marketplace, and a connection to the goods or services it represents. Whether abstract or literal, the Nikes, Apples, and Coca-Colas of the business world rely on a recognizable visual that connotes quality and trust.

Emoticon, Meet Emoji

Looking at the before and after (above left) of IHOP’s haircut and a shave, it’s difficult to imagine how the approval process resulted in what struck one reviewer as a “sinister” smile beneath the word mark.

It’s arguably more legible, but only slightly, and that’s about where it starts and ends.

The IHOP acronym, in case some may have forgotten, stands for International House of Pancakes. But that’s not what I see when I try to decipher the new and improved visual. Emoticon, meet emoji.

HOW Design recently interviewed Siegel+Gale, a New York based branding agency known for their standout work, on the recent spate of chain restaurant logo overhauls. For anyone who follows corporate design, the candid remarks by the agency’s designers are for the most part an indictment of the perils of lackluster graphics.

A couple of things stand out in this collection of shareholder dependent corporate eateries. First, it’s more than okay to overhaul the corporate brand on an as needed basis. Nothing says stay away like an aged, dated, and most importantly irrelevant logotype. Second, once having decided on a freshening, make sure you’re just not slipping sideways.

Design updates should – probably – include references to historical looks that over time successfully represented a company to its public. But don’t let fear of letting go put up unnecessary barriers to a truly fresh, inspired interpretation that acknowledges the past while extending the future. Bon appétit!

advertising meets recall, wins

Still Selling – Just Unsafe to Ride

When Dealernews published Polaris’ “DO NOT SELL – DO NOT RIDE” bulletin concerning the Slingshot’s steering mechanism (defective ball bearings) and roll bar assembly to dealers in late January, you’d be correct in thinking dealer print and online promos and ads would be pulled until the situation was resolved.

The first public inkling that something was amiss came when the company’s letter to dealers popped up on the brand’s product online forum. That was January 16, less than a year out from the 2014 official public launch and just a few months into production of the reverse sit-in trike designed to take on BRP’s sit-on Spyder.

slingshot parked for safety repairs

Considering the daily barrage at the time of global and constant publicity concerning GM’s failure to clearly and promptly address their otherwise miniscule ignition switch fatal defect, or the ongoing problems of Japan’s Takata Corporation, supplier of proven lethal airbags to the automotive industry, the approach taken by at least two powersport dealer website management firms to allow Polaris’ fledgling Slingshot to remain in their dealer client’s main banner rotator is puzzling to say the least.

Those dealership content management contractors are well paid on the their promise of providing vigilant oversight, facilitating manufacturer communications, and lightning quick content updates to franchisees usually ill-equipped to oversee the day-to-day front end needs of online marketing. Or not.

crisis management – crucial for credibility

Taken together with the lack of transparency by the manufacturer, Polaris, and it’s a perfect example of a communications misfire from the top down that’s disappointing at the very least, lending further credence to the industry’s ongoing need for professional communication managers with the knowledge, skill, and authority to manage the occasional crisis. Consumers deserve better for a three-wheeled product that tops out at nearly $30,000.

There’s been no further word on the progress of this remarkable dealer notification that affected nearly 2,000 already shipped units, so consumers might assume that repairs to the steering rack and rollbar that began in late January have apparently been completed.

when it snows it pours

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Selfie Marketing Pitch Popular

Florida’s Pinellas County is the most densely populated county in the state. It’s also the smallest, but that has never affected its ability to draw tourists from around the globe, intent on visiting world-class beaches from Caladisi Island State Park on the northern end to Fort Desoto County Park guarding the entrance to Tampa Bay.

With gas prices at their lowest level in years, an economy that’s on the rebound for the first time in years, and a brutal winter that continues to lash the northeast, convincing northerners to turn their wanderlust into momentum and head south isn’t a heavy lift.

Will Winter Ever End?

Nonetheless, Pinellas County’s marketing arm, Visit St. Pete-Clearwater, came up with a rock solid bit of creative when they launched a campaign centered around a family of nomadic snowmen who began showing up in slush and dirty snow blanketed New York and Chicago.

The edgy “WinterBlows” campaign plants irresistible (and guaranteed to have lines forming for selfies) faux snowmen on the sidewalks displaying sandwich boards headlined “Sunshine or bust!” and the WinterBlows.com URL.

Is it working? I’d have to say yes, considering how congested the main two-lane north-south beach artery, Gulf Boulevard, has become in recent days. There’s nothing that can match a smart, well executed, marketing solution.

b-to-b needs softer approach

Improve B-to-B With Creative Storytelling

b-to-b gets a creative makeover

The January issue of Advertising Age takes a look at B-to-B marketing as brands continue to sort out what works and what doesn’t for industrial communications in the digitized age.

The conclusion is that brands can’t rely any longer on a business marketing process that doesn’t address the issue of  “wonderful storytelling,” according to GE global creative director Andy Goldberg. In other words, the old way of sexing up a page from a parts catalog and hoping it flies are long gone.

Like every other area of corporate communications, from PR to advertising, the social in social media is the leading influencer effecting the creative upgrade.

finding new media outlets

For GE, that means taking advantage of previously untapped platforms like late night talk, boosting “Fallonventions” on the Jimmy Fallon Show to demonstrate the brand’s human side.

Others describe the new approach as moving from data to gut, and doing what connects emotionally. United States Gypsum (USG), hardly a warm and fuzzy candidate for storytelling, did just that in their “It’s Your World” ad series.

With user experience driving this new approach, the goal is to connect potential buyers using content that explains a brand’s product in an engaging and educational manner. How well that will work with traditional buyers used to making dollars and cents decisions based on bottom line performance will determine B-to-B creative in a way that could be hugely transformative.

And if its proven effective in the long run over traditional methods, the need for involving creative direction that’s familiar with social media will be paramount.

facebook says party’s over

Brand reach plummeted after Facebook hit the brakes on organic.

Ogilvy Social describes how brand reach plummeted after Facebook hit the brakes on organic.

Brands, Markets, Budgets Strategy

Once not so very long ago, retail business had a narrow choice of media for advertising and marketing; the Yellow Pages, newspapers, and broadcast. Depending on the size of the market, a newspaper or two may have offered competitive rates, along with radio and t.v. But unless your business was cars, clothes, furniture or groceries, it was pretty much hit or miss.

As broadband began rolling out there was a brief moment when print was cruising laid back at altitude while digital media was taxiing for takeoff. Didn’t last long. Overnight, print and the public airwaves found themselves powerless to head off the rush to the exits by marketers chasing the promise of free forever online homesteads. Woot. Continue reading ‘facebook says party’s over’

disney’s yellow shoes fit cd perfectly

 

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Will Gay Wears Yellow Shoes At Helm of Disney In-House Creative

What’s it like to head up the in-house shop in charge of Disney messaging? For Yellow Shoes creative director Will Gay, it’s just another day in the candy store, where his clients include Disney Parks, Adventures by Disney, Disney Vacation Club, Disney Cruise Line and Disney’s Aulani Resort and Spa.

Speaking to over 75 Ad Fed Tampa Bay members and guests, Gay recalled his beginnings as an art director and his fascination with how completely the Wonderful World of Disney, an NBC network pioneer in the early days of broadcast television, engaged the audience.

“I realized that what the audience was watching was just one big infomercial, and then it dawned on me that if people can be entertained they’ll forget they’re being advertised to,” a connection made as he studied how Walt Disney approached the marketing challenge.

Yellow Shoes the agency was the solution to a problem the various Disney brands – which includes eight theme parks – were having running their campaigns independently of each other. The agency’s name reflects the color of the footwear of Disney’s most famous icon, Mickey Mouse.

Gay’s biggest success, the recent Free The Goat campaign, was powered by Disney’s highly developed network of bloggers, a healthy portion of social media, and a popular Twitter #freethegoat hashtag that’s still popping up. The goal, aside from driving attendance, was to directly channel user involvement and to capture the unique metrics of a devoted consumer.

marketing essentials: point of contact info

grow financial's earth day promo

I celebrated Earth Day 2013 by dropping by the local branch of Grow Financial, a local federal credit union, prompted by their attractive back page print promotion in the Tampa Bay Times offering free slash pines (limit five – while supplies last.)

I planned my pickup to coincide with a local account pitch that morning, and was relieved at the lack of cars in the parking lot, indicating a short wait time. Their new branch office was a pleasant blend of refreshing graphics and smiling faces.

grow-financial-IMG_0132Waving their ad in my hand I walked towards the receptionist to claim my prize and was surprised when the only interaction was her announcement that instead of the promised five seedlings the promo was limited to two. Still very much worth the effort. To me, if not marketing.

Because that’s where my point-of-contact began and ended. Directed to the box of pine lifts bagged and ready for retrieval behind her desk, I grabbed my reward for showing up and left just as quickly as I entered. No registration kiosk, form, or social media signup. No harvesting of email or local address. Not even a card drop. It wasn’t an unpleasant experience, far from it. Just a big surprise from the standpoint of someone who sees opportunity unfulfilled.

On my own I grabbed their services brochure from the take-away wall board on the way out, but in the meantime this well intentioned promo fell surprisingly short on the followup.

lululemon, cvs fumble crisis responses

cvs, lululemon battle for negative headlines

lululemon and cvs compete for negative headlines

Alternative fitness clothing manufacturer Lululemon’s troubles multiplied following one of the more colorful product glitches to make headlines. The Vancouver lifestyle darling’s line of yoga pants was revealed – yes – to have a manufacturing defect apparant only during down dog, a position that due to the fabric stretching across the wearer’s butt caused a sheer effect that revealed everything to whoever was behind the owner of said pants.

Meanwhile, drugstore chain giant CVS suffered major shots across the bow as a result of a particularly heavy-handed employee health policy that went viral. In order to access the company’s health insurance lowest rates, workers have to submit to a screening for obesity, hypertension, glucose, and several other tags that can signal problems.

problems of their own making

Both companies stumbled right out of the gate. Their failure to either forsee or immediately correct course is unfortunately all too typical of a corporate culture that continues to ignore how brand reputation is affected in the age of social media.

Despite increasingly common examples of how the medium can be leveraged for a positive result regardless of whether news is good or bad, simply ignoring the problem or trying to hammer an alternative outcome despite popular sentiment doesn’t work.

flash pants and worker shame linked to brands reps

For CVS, by far the more effective approach would be to offer employees free or discounted membership in a fitness facility, rather than exacting a two-bit nickel and dime penalty forcing workers to wear the “unhealthy” cone of shame. How does that motivate? If you’re obese, it’s usually no surprise.

For Lululemon, whose corporate rep is usually massaged by a themematic yoga chant as opposed to any heavy lifting, they stuttered and stammered before finally issuing a recall of the pricey flash pants with wording that bore an uncomfortable resemblance to the lame not-an-apology that begins with, “If we’ve offended anyone…”. But not until after the horse had floated over the dam trying to clean up the milk spilt.

3 steps to social management

  1. Be Prepared – have a team in place and empowered
  2. Be Alert – to what’s happening in real time
  3. Be Responsive – to the message that is, not the message you want

social media: is powersports losing out?

powersports failing to engage huge segment of potential market

Start with a number: nearly 1.5 billion. While most – but surprisingly not all – powersports B2B media and distributors and B2C retailers have staked out claims on the most popular social media channels, actual engagement of this valuable real estate lags far behind potential. This infographic measures the reach and user engagement of the most popular trade event, distributor, and online retail vendors on Facebook and twitter. Click here for more on how powersports uses social media.

 

google forces seo strategy upgrade

seo strategy a must as sophisticated algorithms become more selective

How do you get to Carnegie Hall? Practice, practice, practice.

Trying to achieve page rank by relying on a domain name stuffed with keywords just got a lot harder. In an update unrelated to Panda, which puts more emphasis on well designed and written quality content, Google’s latest algorithm begins to make the practice of keyword-defined URLs obsolete and thus encouraging (forcing?) content managers to develop rank organically by adding meaningful content.

siebenthaler creative consistently earns page one rank

It works for me. Googling “powersports (advertising – marketing – pr)” usually results in page one rank for Siebenthaler Creative. In September 2012 screen grab below Siebenthaler Creative is the only SERP that doesn’t have “powersports” in the URL. This query returned two of my pages based on “powersports advertising,” more on subsequent SERPs. Bottom line: if the goal is to be seen by as many as possible, you need a strategy that doesn’t depend on shortcuts, and one that can survive and adapt over time.

 




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