I love words. We find ourselves using words to attempt to express the human range of emotion, logic, and in essence, all human thought from the moment that we learn to form our first syllables. But, as a marketer I have to sometimes leave words behind and move on to another artistic medium: the photograph. Living in a world of Instagrammers, who are attempting to become the “Dorthea Lange of Instagram” through a pre-ordained list of color settings and “photo enhancements,” we have become brain washed when it comes to photography. And so, I’ve decided to take a break from words and provide you with what appear to be two very similar photographs. Either of these photos could potentially be used in an email marketing campaign, a social media blast, or as part of a print advertising campaign. However, their subtle intricacies create vast differences that would greatly change the marketing message. The angle, depth, and height of the black and white photo invite it to be used as a stand-alone, iconic image. With only a single phrase or embedded logo, a powerful message could be delivered. On the other hand, the slightly closer color shot encourages you to play with the context of the photograph itself. I could easily imagine chopping up this single photograph, overlaying it with different versions of itself, and creating a very unique collage that would drive home a multitude of messages in a single version. Two photographs. Two vastly different campaign messages. No pre-determined Instagram color schemes involved. Sometimes the key to a successful marketing campaign involves using words to carefully weigh your other artistic mediums. Written by: Laura P. Parker Laura P. Parker is a full-time freelance writer and marketing guru. For more marketing tips or consultation advice please contact her at laura@laurapparker.com. http://www.laurapparker.com
This month I wanted to take a minute to discuss the importance of adhering to a schedule. This may seem like a strange choice for the column, but I assure you it is entirely relevant. Starting when we are in grade school we learn that deadlines are meant to be made, however, somewhere between the transition from adolescence to adulthood we discover that deadlines are not always steadfast. How many times have we begged and pleaded to have just an extra five minutes? And how often have we pleaded with a publishing agent to allow us a day or two extension (which inevitably turns into three days)? For those of you reading this column, I’m sure you are nodding your head and remembering all of the times that you have been guilty of pushing a previously set-in-stone deadline. As a writer and marketing consultant, I often struggle with telling CEOs that, “no, we cannot push the article another day.” Saying “no” to someone who writes the check that pays your monthly rent is never easy. But when it comes to marketing, it is often a necessity. And so, here are a few choice words that I would like to say to all of the bosses out there, who make the little guy suffer because they want a few extra moments on a steadfast deadline. 5pm on Friday does not mean 8am on Monday. When a deadline is set, you are at the liberty of the vendor to accept late changes. In marketing we are all cogs in a much bigger wheel. As such, being late on one deadline is the equivalent of trying to drive a cart with three wheels… it just doesn’t work. Deadlines are not arbitrary. You wouldn’t be late to your own wedding, so why are you…
Networking events are a fantastic opportunity to meet with your fellow industry leaders, make new connections, and positively promote your brand. However, before you even think about handing out your personally branded pen, buyer bewares – put the pen down. In the age of new world creativity, boring promotional products simply won’t do. Whenever one of my client’s asks for network event marketing advice, I always tell them that, “while their business card might fit neatly in a box, their promotional product needs to reinvent the box altogether.” And so, without further ado, here are a few creative promotional products that are sure to get your gears spinning. Picture Frame: What better way to hand out your business card, than by including it in a small picture frame? The back of the frame could be customized with your branding information. The name, date, and location of the networking event could be engraved onto the front of the frame. In this fashion, your recipients will associate your brand with a positive networking experience. Coin Pouch: The coin pouch offers a unique branding opportunity. It is likely to be used on a daily basis and seen by multiple eyes throughout the day. Did I mention that it could be used as a gift card carrier and conveniently your business card could be placed inside? Subtle branding combined with a colorful design make the coin pouch a creative promotional product that is sure to shine at any networking event. Customized Headphones: Customized headphones are a fun promotional product that is rarely seen at networking conventions (unless of course you are in the tech industry). Statistically speaking, people probably use headphones at least once a week, if not every day. This means that your subtly branded promotional product will be in regular use. Given…
When it comes to email marketing campaigns, there is nothing worse than sending out a thoughtfully crafted email, only to discover that it was promptly deleted or put in the spam file. To help keep your emails in the inbox and your business in front of your customers’ eyes, there are several strategies that you can employ. Simple Layout – Last month I discussed the importance of creating a simple, and easy to follow, website. This same principle is true for email marketing campaigns. Studies show that a simple layout has a direct correlation to increased visibility. However, simple doesn’t have to mean boring. So, keep those images, graphics, and fun text options; just make sure that you can grasp the email’s main message in 30 seconds or less. Catchy Subject Line – At one point or another, we have all been on Craigslist.org. Whether it is looking for an apartment, applying to a job, or posting a listing, we all try to make sure that our ad is viewed first by creating catchy titles. When it comes to email marketing, the subject line is a place to grab the reader’s attention through one keyword or phrase. Short, to the point, and enticing are the three crucial ingredients. And, if you need a little inspiration, simply checkout Craigslist aka “the Mecca of clickable titles.” Mobile Compatibility – Thanks to the popular Indie artist, Lorde, the phrase, “You can call me Queen Bee” has once more resurfaced and is the perfect description for everything mobile. Mobile is the Queen Bee. Email marketing campaigns must be targeted for smartphone compatibility. If it isn’t easy to load, read, and respond from a mobile device, then your email will be immediately discarded. No matter the type of email marketing strategy that is used, it…
Throughout 2013 the first question on any company’s mind has been how do I make a website and is it helping me attract customers? To answer this question, let’s turn to the most recent statistics on Internet usage. 85 percent of American adults age 18 years or older access the Internet on a daily basis. 63 percent of American adult cell phone owners primarily use their phones to search the Internet, while, 34 percent only use their phone to access the web. The latter statistics accompanied with the affects of Google’s latest algorithm, Hummingbird, has increased the importance of a company’s mobile website. But what type of website will best benefit your company? Responsive Web Design (RWD) RWD websites are designed to create the optimal user viewing experience across a multitude of both desktop and mobile devices. Easy reading, minimum resizing, scrolling, and simple navigation are the most prominent features. Most importantly, a responsive website is a singular site, which has the capability to simultaneously adjust to any device without any help from the user. In short, say hello to a responsive site and goodbye to the following prompt, “do you want to view our mobile or desktop site?” PROS Only conduct website updates once (i.e. you don’t have to pay to update a desktop and mobile website). Reduced costs (development dollars and hours are only spent on one site vs. desktop and mobile website). Increased compatibility (as website developmental knowledge increases, RWD websites offer increased compatibility for multiple viewing platforms, such as Blackberry, iPhone, iPad, Samsung, tablets, PCs, Macs, etc.) CONS Potentially longer download times (due to the actual manner, i.e. code, with which a RWD website is built). Reduced ability to focus content (this is a particular downfall for e-commerce sites, who’s desktop versions may choose to focus on…