What I wish I'd known: by Lindsay McManus, RCM contributor and design extraordinaire
Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.
This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.
Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.
But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.
Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.
If it feels right, it IS right. Trust that.
Thursday, July 16, 2009
Monday, July 13, 2009
Trade Shows ~ Know the Audience
By Autumn Moss, RCM contributor and trade show survivor
How do you decide which trade shows your company should have a presence at?
One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.
A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region
Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.
And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.
You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.
How do you decide which trade shows your company should have a presence at?
One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.
A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region
Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.
And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.
You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.
Saturday, July 11, 2009
Social Media, A Personal Take on Twitter and Facebook
All I can do is talk about NOW. We'll see how 'social media' plays out in a few years. Depending on what you are trying to promote, whether it's a product or service, a "throw yourself out there" approach almost never works. The strategy kicks in when you ask "what do I want to get across". Sounds easy, almost never is.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
I'll try to break it down the way I like to be talked to.
Twitter: It's becoming the real-time feedback source for companies trying to monitor customer opinions (such as any trends in customer-service at their retail stores).
The way I've used Twitter? Instead of searching for a new place to get my hair cut, and google a million items and reviews, I'll remember a 'tweet' from a friend I've been following who recommended a great salon. There are a million ways to get reviews, but for me personally, I like to get them from my friends.
How Twitter will play out in the area of social marketing in my opinion remains to be seen. The question they pose, "What are you doing?" is only going to work for some companies. Other ones shouldn't waste their time. Furthermore, this is an industry where you have to brag about yourself. But if you're spending more time announcing what you are doing than actually doing it, it can be annoying.
If your audience is local, I like Twitter. Say you own a local florist. you can tell your followers when a fresh batch of florals are in, or a new special for the weekend. The sales cycle can be shortened a lot easier than Facebook.
Facebook: In my opinion Facebook allows more meaningful interactions. For those that use Facebook to keep in touch with family and friends, watch out for more advertising, done in either a brilliant or deceitful way depending on how you look at it. To me, it's brilliant, but that's because I'm trying to sell you something. Burger King hit it on the nail recently, when they gave people free Whoppers for giving up 10 of their Facebook "friends". It used a platform like Facebook to drive sales by sending more "personalized" coupons (since they came from "Friends")
People will never know how hard you work unless you "brag" about yourself. Facebook is the place for that right now. The format better supports this right now.
These are my opinions, would love to hear yours.
Thursday, July 9, 2009
When to Launch: Something Everyone Asks But Never Really Knows
Found this article to be very useful when trying to figure out the age old question: Is first to market always best? We've all seen examples of products that came out before the public was ready for them. Then competing entrepreneurs were able to learn from their mistakes, and launch at a "better" time. Is it all luck?
From the Business Week article: "New academic research suggests one way entrepreneurs can evaluate whether they should enter a market first or wait on the sidelines. The decision depends on how hostile the learning environment is; that is, how much entrepreneurs can learn by observing other players before they launch compared to what they learn from participating after they enter, according to Moren Levesque, an entrepreneurship researcher at the University of Waterloo."
Read more here: http://www.businessweek.com/smallbiz/content/may2009/sb20090519_306313.htm?chan=smallbiz_smallbiz+index+page_getting+started
From the Business Week article: "New academic research suggests one way entrepreneurs can evaluate whether they should enter a market first or wait on the sidelines. The decision depends on how hostile the learning environment is; that is, how much entrepreneurs can learn by observing other players before they launch compared to what they learn from participating after they enter, according to Moren Levesque, an entrepreneurship researcher at the University of Waterloo."
Read more here: http://www.businessweek.com/smallbiz/content/may2009/sb20090519_306313.htm?chan=smallbiz_smallbiz+index+page_getting+started
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