Optimize My Brand

Three reasons to invest in your brand

Jennifer Larsen Morrow — Sun, 29 Apr 2012 20:16:29 +0000

Why invest in a brand?

For a few very good business reasons: Break through the chaos; add perceived value; add power to all marketing and generate ongoing response from specific target audiences.

Three solid reasons to build a brand

One: Too many choices

We are a society inundated with choices, more choices than ever before. People are overwhelmed. Everyone is looking for simplicity, authenticity and clarity.

Studies have shown that when there are too many choices, people often refuse to choose. They just give up. When offering taste tests, for example, if there are more than 7 options sales are not impacted. But if there are 5 or fewer, people will sample and sales go up.

People want every choice to be easy, not confusing or complicated. Whether consumer products or business to business, people are still people. They want to know “What’s in it for me?”

Have you defined–from your audiences’ point of view–what you offer that’s unique, special, different? Or are you still a “me too” brand? Defining the message and the brand context will give your audiences the reasons they need to choose you.

Two: Add value

Good branding adds perceived value to every message, every appearance of your brand. It moves any organization from competing on price to competing on the value provided to the target audiences. If there is nothing to distinguish your brand from the rest, the default comparison is price.

By pinpointing the elements that make the brand/company and products unique in their market and emphasizing specific benefits, audiences will know how to choose. By leveraging those benefits at each point of choice to restate benefits and add a call to action, target audiences will choose your brand.

Have you made it clear each time you present your message and brand how your audience should respond? Do you have a call to action on every web page or on every brochure? Making it simple and clear is essential. The easier it is to respond, the more likely you’ll receive the response you’re looking for.

Three: Add power to your marketing

A brand adds power all marketing. By establishing a visual and verbal identity that is recognizable, your organization, products and message will be noticed. You will stand out from the chaos. There will be a visual connection to the target audiences, consistency between marketing messages and media, and a story—a reason to buy—that’s compelling and memorable.

Creating the verbal and visual brand is just the first step. Maintaining consistency amongst all channels is essential. And bringing the brand to life internally–with resources, templates and tools–will ensure your brand is supported and enhanced in every connection.

Optimizing the brand in all channels

These days, there are more communication channels, more ways for your audiences to interact with you. More chances to create a brand experience. It’s easy to spread your resources too thin trying to cover all of the options.

An optimized brand is narrowly focused on the essential audiences. It integrates the ideas, the visuals and the messages into positioning. It builds from your audiences’ perceptions and influences them where they choose to interact. It’s supported and adopted by those who embody it.

Because there are so many channels and choices now, the optimized brand helps you focus instead of spreading resources amongst all of the options.

When a brand is optimized there is more power. Stronger purpose. Clearer components. And bigger results.

Learn more about our brand optimization methodology on our website.
Determine your position in your market, essential to rising above the rest, with our free worksheet.
Will a new name help you bring clarity to your brand? It can! Use our worksheet.

Of course, you can give us a call to talk branding. Toll-free 866.363.4433. Or drop us an Email at optimize@creativeco.com.

B2B — Do you need to show the product? Or the plant?

Jennifer Larsen Morrow — Mon, 16 Apr 2012 21:57:07 +0000

In most cases, no.

When you’re marketing your products online or in print, is it important to include a glamor shot of the product? How about that aerial photo of the plant? Nuh-uh.

Why? Because you’re not selling a drill, you’re selling the hole it makes

A glamor shot in the middle of the sell sheet showing the big blue box that’s the heating system doesn’t tell anyone how warm they’ll be when they install that particular model. Or featuring that little box of technology with the wires and antennas sticking out doesn’t tell prospects how well that technology will maintain communication in tough conditions.

And in most cases, what the product looks like doesn’t tell the prospect anything about how it functions, or why it’s a better choice than the next blue box.

If you’re not Apple computer–whose products are designed to be beautiful, desirable and inspiring, (and sold to consumers)–it’s likely you should not bother showing your blue boxes, bristling antennas or complicated control panels to your prospects … UNLESS, they reinforce the benefits your products deliver to the buyer.

How about the building?

Many manufacturing companies want to include an aerial shot of their plant. Why? Maybe for credibility? Yet you see roof (usually not very attractive) and parking lot (even more attractive). What does that tell the viewer about the business? The products offered? The value provided? Not a heck of a lot. It does nothing to support the brand. It just verifies the company has a place with a big roof and a parking lot. Whoopee.

Audiences don’t care what your products look like. They want to know “what’s in it for me?”

She doesn’t care if you have a giant manufacturing plant with a big parking lot, she wants to know if your products are going to deliver.

How to get prospects to say “tell me more!”

It starts with positioning. Understanding—from your audiences’ point of view—what you offer that’s important to them. How do you explain what your products do so that audiences get it? So they understand why they should choose your products (whether blue box, purple box or bristling antennas) over the competition?

Positioning is holding a place in the mind of your prospect. Defining what you stand for. What audiences can count on. What makes your product or system or technology better, different, special, unique.

Keep it simple, avoid industry-speak

Once you have defined your position in your industry and against your competition, create messages and stories–from your target audience’s point of view–that will communicate “what’s in it for me?” Avoid jargon. Resist using industry acronyms. Eliminate long, convoluted explanations. This is another area where Apple excels. Keep it simple. One central idea that people can quickly understand.

Use our positioning worksheet to start the process. Get a clear picture of your audiences and their relationship to your industry, products and brand. What do they know? What do they expect? Use our worksheet – 5 steps to defining your audiences – as a guideline for discussion.

Ready to see a new level of response?

Are you ready to go beyond “we offer great quality and service,” and replace those boring product pictures with something more meaningful? We should talk. Give me a jingle toll-free, 866.363.4433.

You’ll be amazed at how much more effective and productive your marketing can be when you think in terms of what the audience wants, tell them the benefits you and your products deliver and leave out glamor shots of big blue boxes.

Graphic designers must go beyond process

Jennifer Larsen Morrow — Fri, 30 Mar 2012 21:35:16 +0000

The main failing of design school?

In a post on FastCo Design discussing “The Main Failing of Design School,” the headline reads ” …Kids Can’t Think for Themselves.” The article digs into the proliferation of design schools and the desire of students to go into “graphics.”

Yet there is also concern by the author, Pentagram’s Michael Bierut, that students are being trained on process and the technical aspects, yet are losing (or never had) the ability to think and relate to the business, the audiences, the culture and economy.

One of the opening paragraphs is so right on:

The men and women who invented graphic design in America were largely self-taught; they didn’t have the opportunity to go to fully developed specialized design schools, because none existed. Yet somehow these people managed to prosper without four years of Typography, Visual Problem Solving, and Advanced Aesthetics. What they lacked in formal training they made up for with insatiable curiosity not only about art and design, but culture, science, politics, and history.

We have to agree. We see a lot of portfolios, some of which are very good. And although technical skills are essential, it’s tough to find a young mind that is curious, broad-minded and able to go beyond what’s “cool” or “in” right now. Understanding the situation, the audience perspective and what that audience relates to, perceives and understands is essential to good marketing, and the foundation for good design.

The article covers two different styles of design education and the types of designers that graduate from each. Realistically designers need the process and technical skills to start out, but the author notes after a few years in the business, what does it take to be a better designer? To stretch and grow? It takes an understanding of the context of what they are designing for. Business perspective, audience perceptions all impact how the design will resonate or miss the mark.

Clients are real people in business, not other designers

One of the challenges in design, is that designers frequently admire and emulate (of course) the work of other award-winning or well-known designers. Yet the true target audience for the website, brochure, brand identity or book is not another designer, it’s the client and the client’s audiences … who are not designers. While there is research that has shown good design elevates expectations and perceived quality, it still must relate to what the audience knows and understands. The author offers:

Our clients usually are not other designers; they sell real estate, cure cancer, make forklift trucks. Nor are there many designers in the audiences our work eventually finds. They must be touched with communication that is genuinely resonant, not self-referential. To find the language for that, one must look beyond Manfred Maier’s Principles of Design or the last Communication Arts Design Annual.

We’re not saying design school is not needed

We’re recommending that designers not be so focused on their own industry, career and category that they don’t connect or relate to other basics, particularly marketing. Creative Company’s best and most successful design work, the programs and materials that have clients returning for more, is based on marketing parameters:

Who is the audience and what will they respond to? Colors, typefaces, type size, style of images?
What’s the essential message and idea to communicate, how will that be supported by design or choice of photography or format?
What’s the hierarchy of information to be communicated? People don’t read these days, they scan … what will they “get” from the headlines and captions, then from the subheads and call-outs, then from the body copy? That’s a design system that supports the content and message
How do you use design to lead the reader through from page to page, or from section to section in a website?
How can the design emphasize the most important points/ideas first and drive the viewer to the call to action?

Our call to action for young designers

Read. Explore. Demonstrate curiosity about industries, careers, products, styles, methods, marketing, communications … and you’ll be a better designer for it. You’ll be more valuable to your employer, and you’ll have work that is constantly challenging and interesting. There are few careers out there that give you the opportunity to learn about so many different businesses, people, expectations and ideas. To do something different each day. To see the impact of what you create. It’s a great business to be in.

Here’s the link to the complete article on Fastco Design. http://www.fastcodesign.com/1669190/the-main-failing-of-design-school-kids-cant-think-for-themselves

We welcome your thoughts and comments.

A new name for fresh optimization

Jennifer Larsen Morrow — Mon, 26 Mar 2012 23:06:12 +0000

Brand optimization and online optimization can go hand-in-hand

Developing a new name for a company can often be a catalyst for growth. It can provide the vehicle to make a statement about the organization, moving forward into the future and reaching a new level of capabilities.

When we’ve renamed organizations, the results have often gone beyond what was planned for. A new name and identity can revitalize a team and generate enthusiasm amongst staff. It can shake up the market and shift perceptions. It can also demonstrate what the organization is committed to and what customers and clients can expect.

In a recent post on Marketing Profs cited below, another consideration for the new name is pointed out. Optimizing for search engines.

Before You Name Your Company, Consider How Google Will Rank It
Published on February 20, 2012

“It doesn’t matter whether your brand is online or not, “[I]t will be googled, ” says Ann Smarty in an article at MarketingProfs.”So, before you choose your brand name, you should understand … three major facts about how Google rates and ranks personal and business names,” she advises.

Here are the big three:

Some search results are ‘obvious.’ Google interprets queries in one of three ways: dominant, common, and minor interpretations. Type “Apple” into the search box and you’ll quickly learn about dominant interpretations. Most people want information about the computer company, and your “Apple Vacations” agency stands zero chance of getting onto the first page of results. “You don’t want to start a business to later find out there’s no way to rank in the top 10 results for your own business name,” Smarty notes.

‘Generally known’ does not mean ‘obvious’ (or ‘dominant’). If we were playing word association and you said “Armstrong,” we would probably say “Lance” or “Neil.” But Google tends to favor brands, and gives most of the first page to the less obvious flooring company. “When no dominant interpretation exists for a keyword,” Smarty explains, “getting ranked in most SERPs is easier than you might think. All you need is to build a strong brand name.”

A co-joined name and brand name can become ‘dominant.’ While no single entity dominates a search on “Dave Jones,” it’s entirely possible to own the SERP for “Dave Jones Codemonkey.”

Are you thinking about a new name for your organization?

It’s an exciting process with much to consider. The best new names are those that reflect the benefits or outcomes the organizations create, or the culture and persona of the organization.

We renamed the Enterprise for Employment and Education, a public/private partnership managing workforce investment funds for Marion, Polk and Yamhill counties in Oregon to Job Growers, Inc. Because that was the reason behind all of the programs offered–from skills training to industry consortia to job market research and reports.

And when City Sanitary, KE Enterprises and Sunset Refuse and Recycling needed to combine under a new name, the owner came up with Western Oregon Waste, because he wanted to be WOW. We created the big splashy brand that unified the workforce and became a source of pride.

Cascade Fruit and Nut was a food ingredient broker that wanted to move into other categories of products and grow quickly. Not only was “Cascade” confused with other companies in the Willamette Valley using the same word, but “Fruit and Nut” was limiting. We renamed the group to foodguys. They’ve been adding food guys and gals ever since. The name fits the persona of the organization, is easy to say and remember, very helpful when most business is done on the phone.

When is it time to consider a new name?

Is your name hard to say or remember?
Has the organization changed to expand products and services or reach new markets, so the name is limiting?
Has there been a merger that has created a need for a common name amongst multiple entities?
Does the name sound too much like others in your area or your industry?
Does the current name sound “old-fashioned” when the company is progressive and forward thinking?

These are all good reasons to make a fresh start with a new story you can tell around a name that is memorable and meaningful. The name should fit your position in the market and give you a foundation from which to grow. We offer a few worksheets to help you determine your position and start the naming process.

Of course if you would like to discuss a rename to optimize your brand and your online presence, let’s talk. Give us a call toll-free at 866.363.4433.

Luck of the Branded

admin — Fri, 16 Mar 2012 22:09:40 +0000

Seek your own pot of gold

It’s the time of year when all the mischievous little shoemakers are out in force. Every leprechaun has his own pot of gold hidden somewhere, buried in a secret place or set down at the end of a rainbow. If you want to get a hold of the gold, you have to actually catch the leprechaun. He will then offer you his gold in exchange for his freedom.

Set the trap

For one thing, it’s not easy to actually capture one of these elusive little fellows. Leprechauns are wily, you won’t catch one without a particularly clever trap. What will you use to make your trap unique and intriguing? Chocolate? Platinum shoe buckles? Fine Italian leather? Once set, the trap is essentially your product.

What do we know about our target audience? Leprechauns are cobblers by trade. They are also very cautious with their money and always looking for a good deal. Leprechauns are always male and nearly always dress in green. (wonder where the female leprechauns are?)

In order to entice the little green-clad fellow to visit your trap voluntarily, make him aware of its existence. We suggest branding your trap with a cool name like The Cobbler’s Corner or The Little Green Hiding Spot, capitalizing on their known proclivities.

Draw the leprechauns out

Get the word out about your trap, er ah, destination. Where might the little mischief makers be looking? Trees, bushes, garden gnomes and of course, clover patches are all good spots to place messaging to entice the leprechauns.

Make sure each sign includes the name of your trap, how to get to it and an invitation to visit…just don’t let on that it’s actually a trap. Be sure your messaging doesn’t attract the wrong sorts of other beings who might be around, Easter Bunnies, elves, witches, tooth fairies and the like. Your goal is to catch a leprechaun and get his pot of gold.

Leprechauns are a particularly tough target audience because they are very sneaky. No one has actually ever succeeded in catching one. But then no one, as far as we know, has ever optimized their leprechaun trap brand. What does that mean?

Make your own luck

An optimized brand is one that is very focused on the desires, expectations and communication channels of its target audience. Because the brand is reaching directly into the path of the right audience it moves people (regular sized or very small ones in green) more quickly from being lost in the forest to being at the point of choice, the moment where they choose what product to buy, what service to use or what place to stay.

To make your own luck, download a copy of our 9 tactics to optimize your brand worksheet. It will take you through the nine key questions to ask yourself when optimizing your brand … or catching leprechauns. It will certainly get you on the path to the end of the rainbow where your customers will be waiting to trade their gold for your products and services.

Happy St.Patrick’s Day, may the luck of the branded be with you!

Wishing you a rainbow
For sunlight after showers—
Miles and miles of Irish smiles
For golden happy hours—
Shamrocks at your doorway
For luck and laughter too,
And a host of friends that never ends
Each day your whole life through!

Facebook changes, more options for business

Jennifer Larsen Morrow — Sun, 04 Mar 2012 23:19:30 +0000

Facebook is changing, again!

Buddy Media has just posted an excellent review of what’s happening at Facebook, and the new opportunities for businesses. If Facebook is an integral part of your marketing program, you should understand these new options. Following are excerpts from their blog post.

http://www.buddymedia.com/newsroom/2012/02/facebook-re-launches-its-advertising-platform-puts-pages-at-center/

The highlights of the announcements from the company’s first-ever Facebook Marketing Conference include:

Via Facebook’s new “Reach Generator” product, brands now have the option to pay Facebook for guaranteed News Feed distribution to up to 75% of all their fans.
Several new exciting new ad units were launched, where the content you post on your Page is the ad unit. There is no more creating separate ad copy on Facebook.
All brand Facebook Pages will get Timeline, just like personal Pages.

Excerpt: You’ve invested in fans. Invest in content to engage them.

And invest in Reach Generator to guarantee distribution. This isn’t a new concept. You currently pay to send emails. Part of email service providers’ service is to guarantee that you are getting through. Facebook today just did the same for you. While you’re paying for distribution, you’re getting significantly more engagement.

Excerpt: Posts become ads

Facebook announced that brands can now turn any post into a premium ad. The premium ads, instead of just appearing on the homepage, as they did in the past, actually appear in four places – News Feed, right-hand side, mobile News Feed and on the logout page.

This means two things for you: (1) you need to create awesome content for your Page; and (2) people will tell you what your ad creative is, and you then need to monitor the data in real-time and make the right decisions about what to buy and when.

Excerpt: Brand timelines

On the top of the Timeline will be a new pinned post capability. Brands can keep one post “pinned” on the left-hand side of their Timeline for up to seven days. These Posts will stay at the top of the Page for the duration of the time it is pinned. This is another great way to guarantee that your fans can see your most important and engaging content.

Today, Facebook launched a new social media and advertising platform for companies that combines the best of what has worked in the past, with several new and exciting additions. Specifically, this is the re-launch of a new brand offering from Facebook where paid, owned and earned content works together to grow more effective connections with customers.

Our take:

Yes, Facebook is projected to reach a billion fans worldwide by the end of the year. And the data profiling opportunities on facebook are over-the-top phenomenal. BUT IS YOUR TARGET AUDIENCE ON FACEBOOK? Same question we keep asking. Or … even if they are … would they be seeking your products or services on a primarily social platform they may view only once a week or even as infrequently as once a month?

Facebook and social media as one component of a brand program require a dedication of time, support, attention and content development. Just having a page and letting it languish is not only ineffective, it diminishes the perceived value of your brand.

If you’re seeing results from your company’s Facebook presence, this relaunch will add more value to your program. You’ll have greater reach and even more opportunities to optimize your brand within social media.

If you’ve been considering adding Facebook to your marketing program, now would be a good time to build your presence, with a fresh launch of your page and fresh content. If you’re going to use Facebook, be sure you have someone on staff, or at your agency, to be the social media champion to continue to add fresh content and to engage fans.

Facebook has changed the marketing landscape.

What other marketing platform can claim an audience close to 1 billion people? The data available for targeting is incredible. Yet we don’t recommend social media as an area of focus for every client. It must fit for the brand and for the target audience before it’s worth investing the time and attention required.

What are your thoughts? Have you seen results from your social media program or advertising within social?

Top costs for B2B marketing

Jennifer Larsen Morrow — Mon, 27 Feb 2012 05:41:17 +0000

Trade Shows cited as Top Marketing Cost for B2B

From a recent Ad-ology blog, Kathy Crosett in her February 23, 2012 post noted virtual trade shows appear to be surpassing traditional trade shows for B2B marketing. Why? To cut costs.

“But a new study points to a healthy return in expositions as B2B marketers apparently believe that some face-to-face marketing makes a big difference in generating sales.”

The post continues …

“The new Insights on Trends in Marketing Spend on Business-to-Business Exhibitions report published by the Center for Exhibition Research reveals that B2B enterprises spent 39.2% of their marketing budgets on trade shows. This percentage is down slightly from the previous year but up markedly since the start of the recession.

“In addition, marketers say they spend most trade show money on booth space and set up and furnishings. About 6% of the budget goes to on-site promotional materials and another 5% for on-site sponsorship. Participants in this study all had revenues exceeding $10 million and had exhibited with at least one trade show during the past 2 years.”

The post adds … “This group of business owners spends marketing budgets as follows:

Exhibitions/shows 39.2%
Trade publications 10.5%
Online trade publications 7.6%
General online marketing 7.0%
General event sponsorship 6.1%

Trade show organizers can boost their B2B business by marketing both regional and national events as “must attend.” They’ll also be seeking out new industry associations that have growth potential and help them develop and market up-and-coming shows.”

[Source: Barney, Lee. Expos Command 40% of Budget. Expoweb.com. 9 Feb. 2012. Web. 22 Feb. 2012]

Our thoughts? How can you fully optimize the trade show spend?

Many sales in the Business to Business arena require a long-term, multi-stage relationship. It’s important to understand where in the long-term cycle a trade show might fit. A show can be optimized to meet prospects face to face and demo products, or to introduce new people into the sales cycle, while assessing their intention to move forward in the process.

Going beyond the default, “stand in the booth and wait for them to show up” methodology, by preparing first and then having multiple follow up strategies in place, will gain a greater return on investment.

Actions we recommend you consider adding to your trade show strategy:

Develop an Email campaign to all of your suspects (contacts and leads) pre-show, to invite them to see and visit and to make a special offer–whether a demo, or training, or one-on-one discussion about their expectations.
Flag the upcoming show on your website, to ensure web visitors know you’ll be attending. Add a brief description of what you’ll be showing, what’s available for demo or any new introduction you’re making.
Ensure there is a comfortable space to have a conversation about your product or service, and a way to evaluate an interested show attendee’s suitability and level of interest.
Capture contact information and immediately note any specifics discussed, inquiries and level of interest.
Follow up after the show based on the assessment of need, interest and stage in the sales process. Don’t just send the same thing to everyone.
Ensure your sales team makes personal calls to follow up on the most highly qualified prospects, in addition to sending requested information.

These all seem like basic steps. Yet studies have shown many organizations do not follow up on leads they have gathered at shows, or only follow up on the special few that made a connection.

Of course, however you follow up, your message, materials and conversation should address how your audiences will choose to move forward as well as give them reasons to continue the conversation. What’s in it for them? What problem does your product or service solve?

A trade show can be an important point of choice in the sales process–to capture interest or to move forward, to close in on a purchase decision. Just as you optimize your brand to connect with your target audiences where and how they choose, you can do the same for your potentially biggest investment–a trade show.

Even marketers can be iPad app junkies

Jennifer Larsen Morrow — Sat, 18 Feb 2012 22:00:44 +0000

Apps for download, more and more!

I must confess … I am an iPad app junkie. I download more apps than I can possibly use. Yet I’m still addicted to the Saturday morning exploration … as long as it’s free, what the heck, give it a try! From productivity and note-taking applications to silly word games (good brainteasers); or new photography apps with special effects or tricks; or even useful business-oriented apps, they all present new possibilities.

May I share a few with you? Those are just a few of my folders on the right. And yes, folders help a lot when you keep adding new apps!

Find the free ones

First, the best tool for surfing for free apps (and prices change regularly) is an app called “AppShopper.” It provides an interface that allows you to click a category–”price” (click free) and then click “price drops.” You can also choose between universal, iPad or iPhone. Categories include photography, productivity, games, entertainment, books, business. Choose your category, choose “price drop” and “free” and you’re in business. Endless scrolling and exploring!

Today I discovered a couple of intriguing looking word games–Prose w/Bros and Quoth. There are also a couple of memory games–Duplicity and Memdurance. All are still to be tested. However, a word scramble game (always a good brain exercise) I found a few weeks ago–Jambalaya–has already eaten up some down time.

Down to business

That’s the fun stuff, now to the serious business tools. One great tool I have discovered is Polkast. You install it on both your PC and the iPad, and once they’ve synced, you can easily pull files–any files–from your PC to your iPad and back again. Very simple to use and works great, from Word files to photos.

For business reference and inspiration, I uncovered some Vooks by Seth Godin and Tom Peters. There’s also one by Gary Vaynerchuk. Vooks incorporate video clips with online books.

For marketing specifics, I have also downloaded the ad-ology Marketing Forecast. Good reference. We subscribe to their service, but this overview app is free. They compile marketing, advertising and audience research stats, reports and profiles. Another interesting one is Infographics–providing a compilation of interesting stats in different categories in the form of infographics.

A useful iPhone app is the Harvard Business Review Management Tip of the Day. Lots of good ideas condensed into daily nuggets. Of course the TED Conference Guides are valuable, and free.

Presentations? Of course Keynote is excellent (not free). It’s easy to use and elegant. There’s also the Prezi Viewer, that departs from the linear PowerPoint presentation, but has a bit of a learning curve. Templates Pro provides some nice looking templates for Keynote. PresenterPro is also a well-designed, instructional tool to creating better presentations.

Taking notes and planning projects

I have tried many different notepad style applications. Some include audio so you can record a presentation or meeting while taking notes. Some include sketching or handwriting recognition. Some allow you to change fonts, incorporate written comments with typed text and change colors.

I have to admit, I have not mastered (nor do I wish to) handwriting on an iPad. I type too fast and I find it awkward and frustrating to write on the screen.

From that point of view I like Chapters for note-taking. It allows different sections (chapters) I can use for each client and quickly switches between views. MagicalPad is another I’m just starting to play with. It has a number of templates for organized lists and I like the look of the interface. Moleskine is pretty cool for emulating the famous little notebooks, and the icons and organization structure are well designed, but I don’t find it as easy to use. All of them take some practice to learn the interface and be able to use them easily.

Then there’s the fun stuff

I consider myself a gourmet, love to dine out for a great meal, or cook up something amazing for friends.

The apps I continue to use to support my commitment to food are: Epicurious, for recipe searching and ideas; and Urban Spoon, to find local restaurants with descriptions and ratings. Urban Spoon hasn’t failed yet, to find something good nearby.

The Mario Cooks app (Mario Batali) is also excellent, as video helps to demonstrate his culinary delights. I haven’t quite found the right app to use for my own recipes, though I’ve tried out PepperPlate and Your Recipes.

Of course, there’s so much more. There are the apps to keep track of your wine collection, or to help you pick out a wine. Or the many options to have fun with your photos or do some serious editing and retouching. (The photos inserted here have been run through Instagram, a favorite.) But I’ll stop there. Perhaps that’s another post!

Those are a few ideas, for the fun times, down-time entertainment, the business times and the gotta-get-it-done times. What apps are you using the most? Which ones have worked best for you for a specific situation? Let me know. I’m always interested in exploring new options, especially if they’re free!

3 awards for financial marketing tools

Jennifer Larsen Morrow — Sun, 12 Feb 2012 21:49:12 +0000

Creative Company Earns 3 National Awards for Church Extension Plan

February 2012: Creative Company has earned three Service Industry Advertising Awards for marketing materials created for Church Extension Plan.The award-winning mailer, gift bag and brochure were developed for a national conference and to bring in investors. The entries received the Gold, Silver and Merit Awards in their respective categories.

The Ninth Annual Service Industry Advertising Awards (SIAA) recognizes advertising excellence within the service industry. Creative Company was one of more than 1,400 advertising agencies and institutions to enter the contest. This year more than 2,000 entries were reviewed by a national panel of judges. The entries were critiqued on execution, creativity, quality, consumer appeal and overall breakthrough advertising content.

On the left, Gold Award for the promotional bag. On the right, a Silver for the mailer, and Merit for the small brochure

A Gold was awarded in the imprinted materials category for CEP’s promotional bag, designed for the 2011 General Council—a biannual, national conference for the Assemblies of God fellowship. The striking design captured attention and brought audiences to the CEP booth.

Earning a Silver award in the direct mail category was the investment mailer. The bright, engaging three-panel mailer focused on the good rate of return available to Christian investors. Supporting messages emphasize how investments with CEP will help build the Kingdom of God. Calls to action included a reply card and a web address with a custom landing page, inviting recipients to invest with CEP.

The small, 6-panel roll-fold overview brochure received a Merit Award in the brochure category. As it unfolds, the 4.5 inch square brochure offers readers a brief description of Church Extension Plan’s services. The size and format were ideal for a busy conference. The brochure will be handed out at other meetings and can be easily inserted into letters and mailings.

During the General Council conference the bold giveaway bag and small handout brochure helped raise awareness of the organization among target audiences.

Expanding recognition for CEP’s brand

The visual system used in the new suite of materials was designed to expand recognition of CEP while increasing response. Focused messaging emphasized CEP’s unique benefits to different audiences and drove interested readers online for more information.

The Salem-based ministry provides financial and administrative services to Assemblies of God ministries. CEP partners with growing churches throughout the country by offering church financing and other financial tools. The organization also offers investment notes and retirement accounts to the AG fellowship.

Awards are wonderful, and the results are better

I love working with Church Extension Plan. They have an outstanding team and a story that’s easy to tell. Steve Donatelli, our creative director, did an exceptional job tying together the existing identity and building a beautiful design system that tells CEP’s story. The response CEP has received has validated how we’ve presented their message. We’re looking forward to continuing to generate recognition for their services.

Brand refresh: When audiences say “tell me more!”

Jennifer Larsen Morrow — Mon, 06 Feb 2012 23:24:38 +0000

Messaging that connects

As the economy continues to redefine itself, businesses are wisely taking this opportunity to strengthen how they present themselves. The keys to marketing success as we prepare for economic growth are 1) know your target audiences and 2) a clear, focused message that leaves people saying “tell me more!”

Often as business owners and managers, we are so close to our own businesses and industries that it’s difficult to identify and share our company’s unique qualities. You might find potential customers asking to have products and services explained again and again, and current customers referring to you as a “best kept secret.” Employees might complain that no one truly understands how great your company is, no matter how many times you tell them.

A unique story sets the stage for key messages

As a producer of maraschino cherries, Oregon Cherry Growers’ product is largely perceived as a commodity. However, as the only cherry producer/processor in the world owned by the growers, Oregon Cherry Growers delivers a cherry that is quality controlled from tree to processing, resulting in a quality cherry with consistently better size, texture and flavor. That’s a great story, one no one else could tell.

Even though Oregon Cherry Growers internally knew these unique benefits added value to their products and to their relationships with customers, they didn’t have the tools and messaging they needed to effectively communicate these benefits.

Creative Company helped Oregon Cherry Growers build a brand message that positions the company as cherry authorities and providers of top-quality cherry products … “from the growers’ perspective, for the long-term, for the land, for the next generation.”

No longer a “best kept secret”

Cascade Employers Association was often told by loyal members that they were a “best kept secret,” even though they have provided resources and HR-related services to employers since 1947.

Creative Company worked with Cascade Employers to develop messaging that clearly communicates what they offer and distinguishes them as “unsurpassed resources for great employers.”

To differentiate from the competition, the new messaging focuses less on the “stuff” offered to members and more on the relationship and support offered.

The new messaging was applied to internal posters, pull-up banners used for trade shows (below) and business cards using a series of messages on the back (the back of a card with one message is shown), and a refreshed website.

“… thrived rather than merely survived.”

According to Patrice Altenhofen, President of Cascade Employers, repositioning the brand has “moved Cascade Employers forward, even in an economic downturn – we have thrived rather than merely survived.”

Not only has the new messaging improved business, but it has reinvigorated staff as well. With a clear organizational message, staff has come together around a shared identity they can speak to and be proud of. Everyone has a new business card that, when handed out, encourages recipients to ask, “what is this about? tell me more!”

Answer honestly … how’s your marketing message?

In this rapidly changing business climate, it’s important for companies to take time to reexamine their marketing efforts and honestly answer a few questions.

Have your marketing messages and materials kept up with constantly evolving products and services?
Are current and prospective customers still responding to the messages you’re using?
Are you clearly sharing the story of what your company does for your customers?

No matter what your business, or who your audience is, a clearer, focused message will work harder for you, positioning your company for growth, increased sales, and longevity.

If you’re finding it tough to distinguish your message so that people “get” what makes your organization unique and special, let’s talk. Our messaging hierarchy process has helped public and private organizations like the examples shown, as well as the McMinnville Economic Development Partnership, Job Growers Inc., and foodguys to make a stronger connection with their target audiences.