Halloween is rapidly approaching and swift on its heels is Christmas. Even as Halloween stores in the mall sell their macabre wares, the Christmas decorations are being hung. It's in this strange counterpoint that you can find a perfect example of how branding works.

As we all know, Christmas is by far the most popular and celebrated holiday of all. The second most popular is Halloween. Over time, both of these holidays have evolved from a mixture of both sacred and pagan celebrations to become two very different events.

It is because of these dramatic differences that these holidays claim the top two spots. It is a theme that brandologist Marty Neumeier calls "survival of the secondest". The basic premise is that when you are competing against a number one brand - the best way to become number two is to become its opposite. This differentiation (also called zag - as in what you do when the other guys zig) allows a brand to occupy a different share of the minds of consumers. By claiming that difference, you become memorable and create loyal followers of your brand. Look at most 1st and 2nd brands in the world today and you will see that the survival of the secondest is driven largely by this differentiation.

Too often, in many industries, it becomes tempting to forget your zag and try to adopt a "me too" policy - following along with the leaders in hopes of capturing some of their razzle dazzle. In our Christmas vs. Halloween example, this is best demonstrated in Tim Burton's "The Nightmare Before Christmas". Jack Skelington, the Pumpkin King of Halloween Town, is tired of the same-old, same-old that has made his holiday run for years on end. After a visit to Christmas Town, he discovers the excitement and joy of that holiday, and wants to make that his own. He returns home and convinces his denizens that they will do Christmas this year. The ghouls, goblins and witches work tirelessly to transform the trappings of Christmas into their own special version - with disastrous results. When the presents are delivered, it's shrunken heads and tree-eating snakes for all! Unsurprisingly, the people of the world revolt and it is up to Jack and Santa to restore things to their proper place.

As you can see, it is important to make your brand stand for something unique and then stay true to that unique voice. When your company starts sending mixed messages it can quickly lead to brand confusion, and your message becomes lost (as well as that all-important customer loyalty). If your brand has lost that voice or still has not discovered what it is, it's never too late. Take a long, hard look at what makes you unique and make that your zag. If you need a little help, give us a call.

-Hugh Firebaugh

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I need your lowest bid, excellent quality, impeccable service…and it’s gotta be there yesterday?

There is not a vendor in the business that has not heard this mantra, especially those vendors who work with agencies. As we become more and more technologically savvy those words will be heard with increasing frequency. A vendor who embraces this by finding innovative ways to make the impossible happen and do it efficiently enough to make a profit will thrive and those who do not are in trouble.

As a production manager who is tasked with vendor coordination and has been on both sides of the fence I find that my choice for vendor selection mostly comes down to a gut- level comfort zone established during the initial meeting with the account representative.
Of course they all say the same words and the sample packets look nice but with intuitive listening you can get a feel for whether the promises are based on a history of performance and making promises happen. With that said (and this is the true secret) what really seals the deal and establishes a long term relationship is…. drum roll please…. there can be no “disconnect” between the promises made by the rep. and the performance of those actually producing the work.

Sounds simple and yet so often when faced with a tough timeline or project outside their comfort zone a vendor rep will immediately begin making excuses, knowing full well that when they get the project back to the shop they are going to have to beg, plead and offer up their first born to make the promise happen. This makes the selling processes difficult and since production has not “bought in” it creates an environment where failure is more assured than success. Companies that build a salesman’s “partnering” mentality throughout their organization will find no problem establishing long-term relationships with their clients built on a history of performance and true customer service. The selling process will be much more successful and the prospect that the client will return with repeated business will increase.

So, send your sales reps out there armed with the absolute conviction that they can make any promise necessary to fulfill a client’s needs, make sure that the plant embraces this philosophy and has the tools to make it happen and what you will get in return is that elusive thing that we are all searching for in business today...client loyalty and mutually profitable, long-term business relationships.

-Ron Evans

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"Please down save your file." "We don't have that newer version of software." It's time to get with the program… the new and improved program.

Every updated software program made available includes new features designed to make work more efficient and easier. While some programs' upgrades have new features that you may never use, it is best to examine the list of changes to see how they will benefit your workflow.

Being a graphic designer and primarily using Adobe Creative Suite 3, which was released in March 2007, I deal with sending files to vendors and publications. When I send a file, I am assuming that the latest version of the programs will be used. Using old software versions can cause problems when sharing files with outside vendors and even colleagues. Newer file formats may not be compatible with the old version of the software. It is a vital part of our industry to stay current and advance with technology and be glad software companies are improving them.

It's time we update our programs because before you know it they'll be releasing yet another version… and that time is here for Adobe Creative Suite 4. Yes, FOUR!!! Be one of the first to preview Adobe's web broadcast at http://adobe.istreamplanet.com/.

So, in conclusion, don't be a downer… upgrade your software!!!

-april

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Not sure if you are the whale or the barnacle? See below.

First let us start by saying we share a corner office, finish each other’s fragmented sentences and occasionally ghost write each others’ email. Hell, we had to write this blog together. As seemingly dysfunctional as it might be, this is true collaboration – a symbiotic relationship, if you will. We’ll let you decided who is what here….but please don’t call either one of us a whale.

In case what you learned in your high school biology class is not top of mind, let’s take a quick look at the three types of symbiotic relationships:

Mutualism – A relationship between two species in which both benefit from the association. i.e. the clownfish and the anemone, the yen and the yang, Hugh Hefner and one of his bunnies.

Commensalism – A relationship where one species benefits while the other is unaffected. i.e., the barnacle and the whale, the hermit crab and the gastropod shell, Dr. Phil and Oprah.

Parasitism – A relationship that is beneficial to one species and detrimental to the other.
i.e., Fido and his fleas, Timmy and his tapeworm, Paris Hilton and society.

We all go through our professional life dependent to some degree. Our challenge is to strive for mutually beneficial relationships, especially in terms of our clients and our co-workers. In hard times, it is easy to forget how our actions affect those we work with on a daily basis. Clients’ budgets are squeezed, therefore we are charged to do more with less. Sales are down, so we must think even more outside of the box on ways to generate new leads. Layoffs happen, morale plunges and it is hard to muster “Good morning.” Nonetheless, if we do not take time to take care of each other, we are in the company of tapeworms and ticks.

So, the next time you are tempted to vent about a pressing issue or an unpleasant attitude, just remember that sometimes we are sharks bravely swimming through the murky waters and at other times we are the remoras desperately clinging to the sharks, eating their leftovers. Either way, we should strive to do no harm….and given the chance, we should make a positive impact on those around us.

What’s the moral of this tale? While no one wants to be labeled codependent, there’s nothing wrong with a little symbiosis every now and then; two heads are better than one. If you want to talk about your dysfunctional relationships, feel free to email us….both of us, of course.

-Lynn Jones & Elena Powell

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That is the question.

Two posts here in a row on e-mail marketing campaigns? You better believe it. If anything, it's a testament to how powerful a tool -- and how common -- interactive marketing is becoming. So many organizations are using this medium outside of the traditional business sense.

On any given day you can open your e-mail to find special offers that "Ensure You're All Your Woman Needs" or others that will help "Consolidate Your Debt" that you may have accumulated way back in your college years. Who would have thought you would be closing a $250 bar tab after Penny Draft Night?

If you have ever been curious to find out what the difference between Canadian Viagra and its domestic brother is, or why our neighbors to the North can sell it at super-low prices, you may have even opened one of these e-mails -- but I would hope you're opening them to find an unsubscribe link. And since when is R.o.l.e.x. an acronym?

SPAM? You know it. And no matter how Samir Nyugenermanov got your e-mail address you can expect that he and his brother -- a sophisticated, successful bureaucrat from the Great First National Bank of Cambodia -- are going to be contacting you again really soon.

Even politicians do it: Take an example from my own Inbox.

Chris Voccio is looking to secure the 72nd district seat in the State Senate back home in Pennsylvania.

Good to know, right?

Wrong. SPAMmed again!

The problem is that I don't know Voccio, I don't care about Voccio and I never asked him to send me any e-mails. But, by far, the worst part is that I've been living in North Carolina for four years and have no more political affiliation with Pennsylvania (save John / Jack Murtha ... he's the best).

Voccio may be a good candidate, he may be the better man for the job, but any person, nay, any team who cannot take the time to run a campaign that is direct, accurate and designed purely to drive results doesn't deserve a click in my mailbox. This is almost as bad as the time Jean Preston prank-robocalled me at 8 a.m.! It wouldn't even be so bad if Voccio's SPAM mail didn't look like it was designed by an intern with ADD (ribbons here, stars there ... let's red, white and blue it up a bit).

So, after all of this, what's the difference between SPAM and eBlast?

Check out our portfolio, and give us a call. Let us show you how we can create an attractive, focused piece of e-mail advertising that's going to show results and build your brand.

When you can target your audience and have an opportunity to contact them by e-mail, DON'T BLOW IT by filling their Inbox with useless, unattractive and uninformative SPAM.

Did you read the one about the Grandma with seven children who was orphaned in Cambodia ...?

L8r G8r,

Andrew Nicholas Roman

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Yes, email is an art. Just because you have the ability to use email as a marketing tool, doesn't automatically mean it's going to work as effectively as you thought. Just like all those kids out there with boxes of crayons, you won't automatically create a masterpiece. It takes a true artist to create something beautiful.

But here's some advice that will help you along your way. A kind of “color by numbers” guide. There are many factors that will determine what becomes a successful email campaign. One of those factors is understanding your email's purpose then designing and writing it accordingly. To help you understand what I mean, I've listed several common categories your messaging might fit into. Find the one that best matches your intention, then use the guidelines provided to help you color it in. Let's take a look and be sure to stay inside the lines...

New / Announcement
Uses words like “introducing” or “now open”. Should be short, visual and exciting with clearly marked click points (buttons) that are immediately noticeable as your eye scans the content. As a “new” message, the reader has no idea what the email is for before they read it, so make sure you give a good introduction and communicate your message clearly.

Follow Up / Follow Through
In the world of Marketing and Sales, consistent follow up is vital. This kind of message continues a “conversation” that was previously started by registering or requesting something, etc. Remind them of why they are receiving this message and the benefit to them to take action now.

Product Specific vs. General Benefit
Is the purpose of your email to promote a product? Or is it generally trying to inform or “educate” the reader about you or your company? Be careful not to mix the two. If you have two messages to tell, send separate emails. Did you communicate the benefit to the reader clearly and quickly using words and images?

Newsletter
A much longer, content-filled email, usually with different sections, headings, subheads and content. Don’t forget to create a call to action using additional “website-only” content. (i.e. create a teaser with a link to the full version) because the click-through rate shows real interest. (Don’t forget to track these also!)

You could break this list down to many levels, but you get the idea. Some emails should be extremely short and visual, others more content-heavy. Overall, there needs to be a benefit to the reader. Remember to be clear with your subject lines and content to make them compelling and benefit driven.

Here's another tip: Visually design emails so the desired call to action is clearly marked and will “feel” natural to do. Maybe you want them to click a button or give you a call. Either way you need to actually “tell” them what to do. Make sure that unsubscribing does not look like the default action you want them to take. If the call to action is clearly marked, and it’s “feels” natural, they will be more likely to do it.

Stay tuned as we continue our journey discovering the wonders of email communication. If you have any questions, send me an email.

-Michael Dolan

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It seems like everyone has an opinion of how to weather this weak economy. Gosh, some of the gimmicks out there are down right awful. People in advertising are very judgmental by nature, but really...if you have a dog as your spokesperson or are slashing prices by the thousands - you are one of the "bad" marketing culprits. And instead of accepting that business is different now and directing your focus on getting back to the basics, most are obsessed with the "glory days" of order taking and minimal marketing efforts. "Just wait until after the election. For sure the market will come back." If that's you, it is not a good idea to keep holding on to that pipe dream, cause Lucy, you are fooling yourself. The market has changed and it is a permanent change. For those who of you who say you've been around the block and weathered worse storms, you guys are the worst for resisting this change. The ideas of the past are not the ideas of the future.

Some things are out of your control. But what is in your control is the way you think and focus on gaining market position, which is a relentless and strategic effort. A good indicator is - if you are hurting now, you weren't doing what you needed to before.

So what is the solution? Accept change, listen to your customers and above all listen to those who you have hired to be the experts in their field. The world has changed and no matter who wins the election, will your business change with it?

So here's my advice, only 5 short of David Letterman's:

Top Five Tips of How To Gain Market Position in a Weak Economy:

Sell Like Hell.
Wherever there is trouble, there is opportunity. Now is the perfect time to up-tick your new business efforts, script your sales process, prepare for objections (not the old ones, the new ones), focus on benefits (the real ones), fill the pipeline and use limited marketing dollars more effectively.

Marketing Counts This Time Around.
Customers are not looking to be sold, they are looking to buy, to have a relationship with their chosen brands. In this customer-empowered economy, most companies realize that they need to continue marketing to stay close to their very valuable customers.

Cut Expenses Now. Don't Wait.
Now is the time to get your expenses in order and in line! Does your overhead match your billings? If not, take action now. You won’t be able to afford to wait.

Use the Web – Know the Web.
Companies and consumers are intrigued by it, but really don't yet know how to use it properly for marketing. Hint, we do.

More Billings from Current Clients.
Think this doesn't apply to you? You are wrong. Every business (even Real Estate) has an opportunity to gain new business from its past customers.

I am sure there are many businesses out there that will be affected by the upcoming election. However, if you are expecting a Y2K moment the minute after the election, I would highly suggest you rethink that strategy. But if you want (and that is the word - want) to be really great, then you have to be willing to get uncomfortable, get "out there" and do something different!

LA&M
Jenny Taylor, Vice President of Client Services
Resource: Second Wind Network

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