Category Archives: marketing

Live Action Branding

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Words and imagery are the backbone of brand communication pieces – we preach that non-stop here at Studio 22, as you know. When the tone of your writing and the mood of your images come together, they convey the essence of your brand. (Well, they should. If your don’t, you should call us.)

Consider taking this concept a step further with a brand short – part movie, part commercial. For example, we collaborated with Ryan Smith Photography on one for our client, Naukabout.

click the link below to view the short

Naukabout on Vimeo

Being an aprés sports apparel line, parts of their brand “essence” were combined to create a story their target audience can identify with. In 30 seconds viewers get a solid idea of what the Naukabout brand is.

The client can then use the video for sales presentations, as a tool for sales reps, as a promotional piece to end-users, or on screens in its tradeshow booth.

Lululemon and Horny Toad are two other brands that nail the brand short. Not only are they fun to watch, but the audience gets to hear what the brand sounds like. Music adds the extra dimension to draw consumers into the brand story. Check these out for more inspiration: Lululemon‘s 2011 Summer Sneak Peak and Horny Toad‘s Prelude to a Dinner Party.

What’s Your Brand Archetype?

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Is your brand the Everyperson, the Explorer, the Hero, the Outlaw? Have you even thought of your brand in terms of its archetype?

Brand archetypes are the embedded stories your company is guided by and moved to live out. You can create a more engaging brand by employing your archetype.

You might think options for companies in the outdoor and snowsports industries are limited to the Everyperson or Explorer. Not so. Your brand could be the Sage, the Creator or the Jester.

Archetype, Individual, Organization
Innocent, Dolly Parton, Disney
Everyperson, Jimmy Carter, Gap
Hero, Lone Ranger, Nike
Caregiver, Mother Teresa, Campbell’s Soup
Explorer, Amelia Earhart, Starbucks
Lover, Rudolph Valentino, Victoria’s Secret
Revolutionary, Che Guevara, Apple
Creator, Martha Stewart, Crayola
Magician, Wolfgang Puck, Olay
Ruler, Alan Greenspan, Microsoft
Sage, Carl Jung, Discovery
Jester, Tina Fey, Ben & Jerry’s

Chart courtesy The Pearson Archetypal System

Take Nike, for (a very overused) example. Nike’s archetype is the Hero. Their branding includes images of sports stars, who are constantly pushing themselves to achieve, and text that speaks of overcoming challenges and having courage.

This works because customers want to identify with this archetype by using Nike’s products. They feel inspired and empowered by their “Just do it” messaging. It also works because this messaging is true to the company’s core.

Using your archetype to shape your communications strategy creates a compelling story with which your audience will want to identify. It separates your brand from competitors, and can be incredibly persuasive.

Appealing to Emotion – A Winning Strategy

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Think about the last time you donated money to a charitable cause. Why did you do it? You believe in the organization’s goals. You’re passionate about the subject. You relate to those the organization strives to help. It’s all about emotions.

Whether someone is donating money or buying products (which is kind of like donating, if you think about it), they’re parting with their hard-earned cash because they’re identifying with a purpose.

Appealing to your audience’s emotions isn’t tricking them. It just reminds them why they should buy from you instead of your competition.

Does your product allow them to escape their life among the cubicle maze for the weekend? Can they make fond memories with friends while using your stuff? Do they remember that trip every time they wear your garment?

Creating that bridge between brand and customer is key. Pick one idea (like the examples above) and expand on it to build a campaign that really speaks to your users.

Your Brand Isn’t What You Think It Is

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It’s what everyone else thinks it is.

Sit with that for a minute. That can be a scary thought for some. Your marketing department (which might be you) painstakingly crafted a platform for your brand and everyone’s on board. Internally.

When we’re too close to the action, we can quickly get attached to creative concepts we believe clearly represent the brand. The problem is, the internal team is living your brand story on a daily basis. Retailers are not. Your end-users are not.

We want these two audiences to “get it” when they’re exposed to your messages so you can build brand equity. If they don’t, they’ll make up their own narrative.

For example, say the key characteristics of your brand include heritage, the Everyman archetype and trust. You must be sure that these are conveyed in everything from imagery to written content, from color palette to fonts, from ad placement to how reps present to their buyers.

Your brand story has to be obvious to generate recognition.

If you’re unsure on how your brand will be perceived by your targets, a soft launch to a select group or simple web-based survey can do wonders to reassure you – or send you back to the drawing board.

Cutting Waste & Enhancing Customer Experience with QR Codes

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I’m pretty excited that we’ll be working on a new design project that will include QR codes. (For detailed QR code information, see Larry Pluimer’s Indigitous site.) This particular project is a piece of sales literature that will need to function at times in the absence of a company representative. So, using these codes is an efficient way for this manufacturer to expose customers to additional product information without overwhelming them with a ton of text to read on the printed piece. Plus, it allows the reader to stay focused on the product visuals!

QR codes can be used in a number of ways to enhance not only business-to-business transactions, but the customer experience as well. For example:

  • Send the consumer to a landing page or micro-site showcasing component details, care instructions, or other ways to use your product.
  • Provide an offer code for a discount on their next purchase of your product.
  • Invite them to join your email list.

Another advantage of using QR codes is waste reduction. You can significantly decrease your printing expenditures and paper (and ink, and energy, and water) use by including a code on your package or hang-tag to allow consumers to:

  • download a PDF of your manual in their language of choice.
  • allow them to register their product for warranty.

You can even reduce the size of your signage if you include QR codes. Plus, it frees up one of our favorite things – white space! Imagine a sign with only a great, attention-grabbing call to action and imagery that intrigues someone to want to know more about an event you’re hosting. A QR code can be placed on the sign that leads the viewer to an event listing where they can purchase tickets/register, get calendar details and click through to a website. Here, you’ve engaged your audience before the event even starts. They’re invested in the experience with your company.

If done with purpose and process, QR codes can be very engaging. Without planning, though, they could easily fall flat. I’ll be sure to do a follow-up to this post once our new project is complete. But in the meantime, I leave you with my own QR code:

Eryn Willard contact info

“Dog Found” – A Simple Communication Tactic

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Both the Studio 22 office and my home are in a small rural town in the hills of Central Maryland. Aside from our news channels, you’d never guess that we’re only an hour north of DC, and an hour west of Baltimore. Things move at a slower pace here – and that’s just how we like it.

One recent day while running errands, I passed a sign near the road. It was a small, hand written one on a stick that read: DOG FOUND. It had an arrow on it, pointing down a side road to a single house.

All the way back to the office, I smiled, reveling in the powerful simplicity of the communication. As a “professional communicator” my first reaction was: YEAH, AND? So often, we (and our clients) feel the need to include ever more details in advertisements or marketing pieces, fearing that the audience will lose interest or fail to get the facts. In reality, too many details can muddle the point and stifle the call to action. (You’ve heard us creative-types talk about needing more white space? This is really what we mean.)

So after I got over my initial reaction of wanting more details, I realized there were several reasons why this simple sign was an effective piece of advertising:

  1. It identified the target audience: 1 dog = 1 owner. The sign-maker knew that they didn’t have to provide more details about the found dog. The owner missing his dog would know where to go.
  2. Well-crafted visuals: The dog finders knew that people would be passing by this sign at 30 mph – not enough time to read and absorb more than a few words. They used their allotted space (8.5 x 11″) as effectively as possible with bold, black, capital letters.
  3. Strong call to action: The call to action on this piece was actually a symbol – the arrow pointing down the side road. (Side note: Symbols are powerful communication tools! Think hieroglyphics, road signs and…LOGOS.) The creator saved valuable real estate on the sign by using a single mark that says: THIS WAY, LONELY DOG OWNER. YOU CAN CLAIM YOUR PUP AT THE ONLY HOUSE ON THIS ROAD.
Heritage Festival Sign

Similar to DOG FOUND, here's a sample I snapped in town that follows suit.

Next time you’re crafting a new communications piece for your brand, try applying the DOG FOUND tactic. It’s not necessary to give all of the information, all at once. The idea is to engage your target audience so that they want to seek out more details from you and learn about your brand. Be strategic as you begin building a relationship with them.

When Things Get Hectic

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It’s Tuesday, and with Tuesday comes a different set of stresses than with Monday. If you’re an entrepreneur – or manager of any sort – Tuesday is the day when the rest of the week comes into focus, and you realize how much crap stuff you have to accomplish before the weekend arrives.

Among your to-do’s are marketing tasks (hopefully) that will keep your customers rolling in. Activities like:

  • monthly/quarterly mailings
  • attending events or trade shows
  • updating your company website and blog
  • creating a seasonal product catalog
  • making presentations/sales calls
  • sending email newsletters
  • advertising

When things get busy, we (yes, even us designers) tend to procrastinate marketing our businesses in order to get through the rest of our tasks. However, even when things are hectic, you should still be focused on promoting your business.

Making a calendar at the beginning of each year that outlines your marketing efforts helps you stay on track, while also helping you budget for any design and printing costs. This can be done quarterly as well, to the same effect (my preferred method), and allows you to be more nimble with your decisions.

By planning your marketing efforts in advance, you can reap some cost savings by:

  • ganging up your print jobs for mailings (saves resources, too!)
  • having a general brand overview piece on hand to send to prospects and take to meetings
  • resizing one design for multiple trade show booth layouts
  • qualifying for discounts from your mail house for scheduled catalog mailings
  • creating a single branded email newsletter template that is ready for monthly content
  • having a standard advertisement design that can resized and sent to publications on the fly
  • not paying rush charges when you’re behind the 8-ball!

Trade Show Materials Checklist

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Trade shows are the perfect venue to create brand fans by conveying your company story authentically and consistently in your materials. You have a captive audience for a few days during the show – and narrow windows before and after – so you have to plan your strategy wisely to attract and engage them. Here are some must-haves and ideas on getting the most out of your investment.

Have a Plan

Are you launching a new product and using that as a theme for your booth and materials? Are you displaying your entire line, or just one season? Is your company new or established in the industry on which the trade show focuses? Answering questions like these will help determine the direction and content of your materials.

Minimize Impact

Reducing waste in materials, shipping and manpower will save time and money while helping the environment. Estimate as closely as you can the amount of printed materials you’ll need for the show, based on the loose formula of 12 visitors per hour, and add 10% to cover extra traffic. It has been said, however, that 90% of materials never make it back to attendees’ offices. Consider sending catalogs or larger pieces to your prospects as an after-show follow-up.

The List

1. Pre-Show Mailer

  • Send a mail piece such as a post card or letter on customized letterhead to your mailing list, as well as the show attendee list.
  • This is the first piece in the series of materials, so the design must be consistent with your brand strategy and the remainder of the pieces you create moving forward.
  • It should have a clear call to action, the show name, dates, location and your booth number.
  • It can double as a new product announcement or marketing piece to those not attending the show.

2. Booth Graphics

  • Get the most mileage with a design that is representative of your brand story, regardless of season.
  • Introduce additional elements for variety from show to show. A well-planned booth will allow you to swap out sections when updates are needed, such as a new graphic, information panel or product photo.

3. Media Kit

  • This is where your brand story will really shine, so it should be professionally designed for the best impact. You only get one chance to make a first impression.
  • It should include: company history, product features, company culture, social/environmental involvement, leadership and custom photography.
  • Be sure to place plenty of kits in the press room at the show, and keep some at your booth for media members that stop in.

4. Company Overview

  • This doesn’t have to be an elaborate piece—it just has to be effective. This is especially important if you’re a new exhibitor.
  • Will allow buyers a quick look at your brand story, with the added benefit of an in-person experience of your company culture at your booth.

5. Catalog and Product Line Sheet

  • Your catalog should have a company introduction section in the first few pages and an uncluttered product layout with enough white space for notes.
  • Separate line sheets are the easiest way to make price adjustments, new product additions, and allow you to use your catalog for both buyers and consumers.
  • Provide these during buyer meetings or to qualified prospects.

6. Follow-Up Mailer

  • Send a mail piece such as a post card or letter on customized letterhead to those you met with at the show thanking them for their interest. This is a great time to include an incentive offer if you didn’t make a sale with them during the show.
  • Your catalog can also have impact as a follow-up to qualified leads.

Final Thoughts

Don’t forget to tag any advertisements your company is running before the show with the show name, dates and your booth number – especially those appearing in industry-specific publications. If it’s already a part of your marketing efforts, use social media to generate buzz about your trade show attendance before, during and after the show. And never underestimate the power that brand-specific imagery (rather than stock photos) can have on your materials.

Who says packaging doesn’t help sell products?

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Even graphic designers themselves fall prey! I know it every time I’m drawn to purchasing something I most likely don’t need. Take, for example, the following…

Orange seltzer is not an item I would normally buy on a grocery trip. But don’t you know, this one, from Boylan Bottling Co. practically jumped off of the shelf at me. I’m a sucker for well-done retro-style anything, so in the cart it went. I thought, ‘Even if I don’t drink it, I would still like to stare at the package.’ (The seltzer’s actually quite tasty, living up to its great packaging and label, and their website kicks ass, too.)

Boylan’s packaging (for all of their products) supports their brand story. Just by looking at their packaging, one can tell the company has a deep history and a sense of fun. Their designer distilled their story into a visual representation of their brand.

On the same trip, I also grabbed some Twist Sponge Cloths. Did I need them? Probably not, but their packaging and presentation was just so nice that I didn’t want to leave without them. (Of course, I use them all the time now since I’m trying to break the paper towel addiction in my house.)

A consumer knows when they look at Twist’s line of products on the shelf that the brand is about making a mundane activity more enjoyable while also conserving resources.

So what’s the point of this grocery shopping recap? The point is:
Thoughtful label/package design (and this includes hang-tags and boxes, too) promotes your already-great product.

Would I have tried the orange seltzer had it not been for the Boylan’s package? No.

Would I have thought that Twist’s European sponge cloth was the solution to my dirty kitchen counters? Nope.

When launching your brand, don’t blow it by rushing through the planning and design process for your support materials. Hire a design firm that will take the time to understand your brand and it’s story before crafting solutions.

Moosejaw Mountaineering on Cross-Channel Marketing

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Yesterday, MultiChannel Merchant posted their interview with Moosejaw Mountaineering’s creative director Gary Wohlfeill on their success with digital catalogs.

While they still produce a printed catalog, Moosejaw uses the digital version as a cost-effective way to get more potential customers to see their merchandise across channels. Moosejaw has also implemented a mobile version of their website and uses their texting list to further engage customers.

Moosejaw is on it!