2011 is over – history. You know without a doubt exactly what you accomplished and where your business came up short. Now is the time to examine every aspect of your 2011 marketing plan and see how you can revise it for a more profitable 2012. Please tell me you do indeed have a marketing plan. Without a plan you are relegated to shooting from the hip as your year progresses. Always reacting to circumstances instead of acting to create a response. The winning business is the one that has a plan.
Look back at 2011. What products or services offered were a hit? Which were not received well? Did you reach your target market? What media did you employ to reach your market? Were you able to measure your success? Did your particular field encounter a major change during 2011? Is the field of competitors filled with the same players or are there some new ones on the field? Were you able to achieve your goals working within your budget? Does it look like your business is stagnant? Once you’ve answered these questions you can move forward with a 2012 marketing plan.
I will agree that the process of putting together a marketing plan may seem daunting. It does take a lot of work. It forces you to be honest with yourself about your past success. It makes you face and confront areas that need improvement, a complete overhaul, or require new ideas using new media options. That’s why it can be beneficial to utilize the talents of a professional. Work with someone who knows the process and can guide you through each and every consideration as you formulate your plan. Some of you may only require a few meetings of consultation to refresh your approach and let you know what’s trending in business communication outlets. Think social media. Think mobile advertising. Others may need more in-depth assistance as you formulate target markets, demographics, media usage, budget constraints, and your particular timeline. Some of you already have marketing departments that keep your business focused toward a specific goal. That’s a wonderful advantage. Even in this circumstance it may be necessary to consult with a design professional to be sure you understand the best way to use new media and to create that media. A partnership between marketing and design should produce the most effective advertising placed in the best venue for your product or service.
Welcoming 2012 is fresh in our minds. Now is the time to work toward a profitable new year. If you’re a veteran to this marketing task then let this serve as a reminder that there’s work to be done. If you’re new to this or feel that you could use some expert advice, now is the time to pick up the phone or send out that email to a professional. The time and expense you put into this task now should prove profitable as your year progresses. Establish goals now and work to realize success. BoyDog Design can assist you with your marketing plan and the media you need produced to reach your goals.
I wish everyone a year filled with opportunity and success!
Ron Paul's "What If?" speech - Remastered
I came across this video via a Rachel Maddow post on Facebook. All politics aside – I find this video interesting. In an odd way. There is something just a little bit off with this video. Typographically, it’s a masterful design. The music adds an additional layer. The speech flows to match the ever-changing typographic design. But, there’s something here that bugs me and I can’t explain it just yet.
First off, let me give you some background information about this speech. It was given February 12, 2009 on the House Floor. The actual speech can be viewed on YouTube. As for this video, the font used is Bleeding Cowboys and the music used is Metallica’s “To Live Is To Die”.
I think I’m going to explain my immediate feelings about this video and then come back and add to this post… as I stated up front, I’m not sure how to explain what’s “off” to me yet. But in the interim I would love to hear some commentary. What do you think?
Let’s get started — As a fan of typography, this video caught my eye from the instant I clicked it on. It wasn’t the music or the speech that I was paying attention to, it was the black, white, and red type. Using a very ornate font and putting it through its paces. Using every angle. Smooth movement. Precise timing with the speech. I think I would have been totally satisfied with the typographic experience without the speech included. Just dancing type with a musical accompaniment. Oh, I think I’m hitting on something here… let me run this around in my head a bit more…
Added on top of this typographic ballet is the speech given by Ron Paul. I have no commentary to offer about its content and prefer to view the speech only as an integral part of a designed piece. Do you think the added typographic display makes it easier to understand the contents of this speech? I think I’m at a “which came first” moment. Did the speech inspire the type? Or, did the type inspire the inclusion of the speech? (Duh, I know the speech is the source for the words used, but perhaps any words would have worked as well for this typographic ballet.) When you are concentrating on the type does the content of the speech truly resonate? Do you get its full meaning? Are you able to walk away and remember the speech for its content? Right now, I’m thinking – no. I think this video works more as performance art than political ad.
In order for this video to be considered an ad it would have to be somewhat apparent who it was being marketed to. I find it difficult to come up with a singular target market that includes people who would be compelled to engage in the design, musical background, and of course, the message. Is it possible that a singular market exists for this video? More likely, the piece is an attempt to hit all the buttons at once. Something that rarely proves successful. And if it is not an ad at all then there is no concern for the message in and of itself. What matters then is the perfect balance of each design element. The result being a pleasing display of type as it dances across the screen aided by the tempo of a musical layer. If you happen to engage in parts of the message as well, that is a bonus. I would then say the main focus is to catch your attention and provoke a conversation afterwards. Just as I’m doing here…
My apologies as this is not a typical post. A bit rambling perhaps. I did warn you upfront that I have not formed my thoughts fully. I rarely come across examples like this video and would love to hear some feedback. What do you think?
I highly recommend the new book, Saul Bass: A Life in Film & Design, by Jennifer Bass and Pat Kirkham. To celebrate the release check out this brief visual history of some of Saul Bass’s most celebrated work, by Ian Albinson. Even if you’re not familiar with the name, Saul Bass, you will know these film clips. And if you’re a designer, you better know who Saul Bass is. Period.
The Title Design of Saul Bass (a brief visual history)
Check out the video: http://www.artofthetitle.com/2011/11/12/the-title-design-of-saul-bass/
Sept 29, 2011: New packaging for Ivory soap brands on display at Procter & Gamble's Cincinnati headquarters. (AP Photo/Tom Uhlman)
What does this brand’s evolution mean to you?
Seriously, I’m curious – what do you think about this new packaging? Obviously, it gave me pause and that is why I’ve decided to explore it in this post. The more I think about it – more levels of consideration come to mind. Let’s reflect on a few now:
Brand Recognition
With the introduction of new package design, do you think Ivory will suffer a change in brand recognition?
Package design today requires the use of color, type, and shape that will bring attention to your specific item. Anyone who walks down the aisle of a supermarket quickly sees that package design has evolved into a rainbow spectacle of products vying for your attention. There are two ways to look at Ivory’s new packaging. In one way they have joined the masses to compete using the same media. I’m wondering though if their product would stand out from the crowd even more if it had retained it’s white (as in pure) packaging? Speaking for myself, I have often overlooked a product with a new package design simply because it was new. I was not aware of the change and my eye simply overlooked the product. Even items that I use regularly I have overlooked and assumed it was out of stock on the shelf at that time. Eventually I’d discover that it was there, right in front of my nose. Will that be the case for Ivory?
Demographics
Without any knowledge of the specifics of Ivory’s marketing plan, I will presume (based on my personal perspective) that the market reach is for any age group that wishes to use soap in its purest form, at a competitive price, and that is easily accessible for purchase. No bells or whistles. No fancy claims. Just soap – use it and it successfully cleans what it is applied to.
Will the new package design negatively affect a current user’s opinion of Ivory soap? Conversely, will the new package design positively entice a non-user to give it a try? Will the new colorful package bring it to the attention of a new customer base? Will the new package design imply a change in the product’s performance to both past and potential consumers? Does a change in the use of color, type, and package shape wield that much power in the minds of a consumer?
Economics
Let’s face it, the economy is a tough nut right now. People are more aware than ever of how far their dollar goes. I know that some pricey product lines establish their identity with the use of specific fonts and colors and the materials they use for packaging and the product itself. Things that shine give off the aura of expense. There is a certain luxury attached to the softness of fur, fine leather, cashmere, etc. We can all tell the difference in the package design of a brand name product when compared to a knock off sample or even a dollar store brand. Most likely it doesn’t have the same presentation and impact. It is in fact a step down from the originating brand.
So how will the public perceive a product that evolves from a predominantly white package to one that incorporates color? Will there be any perceived change in the brand’s value? Will there be a change in the perceived return on investment when buying Ivory soap? I must admit I’ve never contemplated the repercussions of a change like this before. I would be interested to know if any metrics become available that give us a answer.
So what do you think?
I’m confident that hours and hours of discussion were involved in this package design change. It was accomplished by utilizing the skills of the highly acclaimed agency Wieden+Kennedy of Portland, OR. Time will tell if this new package design will enhance or detract from Ivory’s brand. I will continue to monitor my media sources for more information. If you have any thoughts on this, please feel free to share.
If you’d like to read more about the roll out of this new package design, here is a recent post on Yahoo.
Poster for documentary "Urbanized" by Gary Hustwit
I came across a post on Laughing Squid today with information about the documentary, Urbanized, by Gary Hustwit. The film is about the design of cities. An interesting topic for sure, but not what caught my attention. I was stopped dead in my tracks by the poster for the documentary (appears above).
As an avid fan of symbols I was completely drawn in by the design of this poster. It is simple and yet quite capable of speaking volumes about the documentary it advertises. Without the clutter of copy you can easily understand the many points that are focused on. Without a rainbow of colors it succinctly tells the story of the documentary as your eye moves across the poster. I don’t know who the designer is (I did post that question on Facebook and wait for an answer).
Designers know the phrase “Less Is More” and in this case – I agree.
By now most everyone has been introduced to the world of social media. You know the players – Facebook, Twitter, Google+, etc – and most likely you’ve either done some research or signed up. Social media is an ever-changing playing field that continually offers new, revised, and expanded options. If you are paying close attention you soon realize that it can be a daunting task keeping up with what’s new and what works best. There is one thing that is a constant throughout all of social media, especially if you are a business, and that is your website.
It doesn’t matter how often or sporadically you post, your objective should be to direct viewers back to your website. It doesn’t matter how much or how little you say, you should be encouraging viewers to visit your site for more information. Under those circumstances your website is home base. Contained within its pages should be all the information needed to understand what your business or service offers, how to contact you, specific product info and photos, an option to purchase if that applies, and whatever other information is pertinent to allow a viewer to form an opinion, an interest, a need to contact you, and best of all the decision to purchase your product or service.
Now I know many of you already have a website up and running. You’ve had it for years and as far as you’re concerned it works just fine, thank you. But, does it?
When was the last time you reviewed your site?
Here are a few things to consider:
- Is all of the information accurate? Have you revised a product and not changed the info on your site? Did you add a product or service but did not add it to your site?
- Are all of the photos current? Sure you offer the same item, but is that a photo of the current item? Maybe you changed your packaging, logo, or colors.
- Are all of your links active? If you refer viewers to outside sites, are you sure those links still work? I can’t tell you how many times I’ve been on a site, click a link and… nothing.
- And don’t forget about email addresses. Are you sure that all of the email addresses you have posted are current (and not for a former employee). I know of some sites that to this day have an email address posted that is for me at an old employer. I know I’m not receiving those messages and I doubt the company is either.
- Has your content undermined your navigation? If you’ve had a site up for a while most likely you’ve added to it. A page here, a photo there. A new sub-category with more pages. I bet you didn’t realize how much you’ve added to your site. Sit down with the eyes of a fresh viewer to your site and experience how well or how poorly your site navigates.
- Are your pages crowded with bits and pieces of information? Too many bits and pieces.
- Are your links intuitive? Meaning – are the placement of your links easy to find or do you have to hunt for what you’re looking for?
- Did you remember to cross-reference information?
- Are your pages very very long? Have you been adding and adding to your pages until they require scrolling and scrolling?
- Was your site created with SEO (Search Engine Optimization) in mind? If the answer is yes, does it need a little tweaking? If the answer is no, what are you waiting for?
- Site analytics. What tools are you using to measure your website traffic?
I hope I’ve got you thinking about your website by now. How well is it performing? Can I make it better? And I hope your next step is to contact a design professional. BoyDog Design can assist you in a review of your current website. Let’s explore ways to update and improve your site. One of the benefits of web-based communication is that you don’t have to be local to BoyDog Design. Utilizing current technology it is easier than ever to work on projects together – even if you live across town, in another state, even another country. Think about it – is now the time to review, revise and reap the rewards?
http://www.delicious.com/BoyDogDesign
I continue to be impressed with the willingness of the design community to share information. Links, tutorials, books, samples, templates, fonts – you name it and it can be found online. I’d like to contribute to this stash of information by making my www.delicious.com bookmarks available to anyone who browses my blog.
Delicious offers bookmarks collected by its members. The range of interests are vast. For me, you will find that my bookmarks coincide with my interest in graphic design, advertising, web design, marketing, industrial design, and the range of software used in those pursuits.
Please, feel free to browse the bookmarks. You just might find the information you need. I would also like to encourage you to add to my bookmark list via email, posting to my blog, or sharing via your delicious account.
The best thing about delicious bookmarks is that they are always available to you as long as you have access to a computer with an internet connection. I started using delicious because I wanted to have my bookmarks available to me wherever I was and on whichever computer I might be working on at the time.
Give delicious.com a try. Browse my bookmarks. I hope you find something of interest. Maybe you’ll find some answers for things that have you stumped. Enjoy!
http://www.delicious.com/BoyDogDesign
Seeing these wonderful designs brings a smile to my face. Even though my main focus has been design (graphic and web) and advertising I’ve found that I am drawn to industrial design. There’s something about a three-dimensional object that gets to me.
There’s a rhythm to their form. It’s like dance converted to a solid state. Add functionality to the mix and it’s an amazing accomplishment.
I look forward to purchasing these stamps – not to use of course – to keep as inspiration.
I’ve always found it fascinating how effective it can be to simply repackage a product and generate a new response to the same item. Take a generic cereal for example and put it in a new brightly colored and illustrated box and watch it jump off the shelf as you walk down the aisle in a supermarket. I love to check out the various labels for wines and beer. Some are beautiful and inspiring. Mostly I walk away wondering who came up with the design. I always wonder if I could do work like that.
A new “Legacy” bottle is being rolled out across the country for Dr. Pepper Snapple products. What do you think – Hit? or Miss? It will be interesting to hear the feedback as the design hits the shelves.
To learn more about the bottle redesign you can check out this article in Media Bistro or read the press release introducing the design.
Mexican artist Gabriel Dawe creates huge three-dimensional art installations using Gütermann thread.
As I browse through my emails and RSS feeds this morning I’m finding a pattern in what interests me – anything and everything that is INSPIRING. I love color. I enjoy its use and combinations and found this article very inspiring. It would be fantastic if, as a designer, we were allowed to follow our creative flow and run with color. But, alas, that opportunity rarely happens.
Immerse yourself in color and ponder all the possibilities…
