During my career it hasn’t been uncommon for me to meet potential clients that have had good ideas (or products); which instinctively raised the question in my mind, now what?

What service were they wanting? What challenge were they facing? What solution did they need? and finally “What might be their Return On Investment be?

Four questions that should be fairly easy for them to answer, but questions that many business owners can’t. So in this inargural blog entry I will explain my methods, in an effort to enlighten future potential clients on what they can expect when working with us.

1. What service were they wanting?
   Some people know exactly what they want – down to the colors and fonts!
   These are what we call production assignments. Basically the client has a vision but they lack the technical ability to make the vision reality.
2. What challenge were they facing?
   Every client from start-ups to established enterprises will encounter marketing challenges at some point. Nine times out of ten, that challenge involves attracting new customers! The difference comes in how they go about reaching those new customers; direct sales, Point of Sale/Purchase, incentives, promotional items, websites, advertisements, banners/billboards, packaging, etc… you get the picture.

   If the goal is not an outward one of attracting customers, then the challenge tends to be one of an identity make-over. Perhaps their identity worked when they just started; but now 5 years later they’re realizing that the image they’re projecting is not inline with who they’ve become. Identity and Branding campaigns help to answer the age old question – who am I?

3. What solution did they need?
   Operating a multidisciplinary design studio allows me the freedom to recommend unbiased views into clients marketing strategy. We don’t pitch “services”, we offer “solutions”; more specifically, we offer the right solution for the task at hand.

   If a client’s business is a regional restaurant, it wouldn’t be the best “initial” use of their visual marketing budget to create a website; that can come a little later on the list of priorities. Assuming that an identity and logo are existing I would recommend;

   • A print campaign with advertisements containing dining incentives, placed in local publication will attract a larger audience.
   • Target direct mail promotions to the establishments zipcode and surrounding area is also more likely to garner interest.

   Now there’s alot more that I would recommend, but my aim isn’t to post a full blown marketing strategy, rather to make the point that our aim is ROI for our clients. In the example above the goal would be to get people into the establishment and purchasing sooner rather than later. Once the client see’s tangible evidence of a structured campaign; a relationship is established and future ongoing campaigns can follow; be they Print, Web, Broadcast or Television.

4. What might be their Return On Investment be?
   The million dollar question. Truth be told, no one can give a guarantee on this question – and I wouldn’t be so quick to believe any one that does. One thing is clear however, the history of Visual Marketing has proven that Good ideas, Good Designs, Clear Plan and Consistency are the key components to any successful campaign.

   Here is a recent example (why bore you with a history lesson of how these 4 items work.

   • Good idea: The Snuggie (even though not an original idea – a good idea nonetheless)
   • Good Design: Good design should communicate well; their shouldn’t be a lot of guess work to figure out what is being sold (face it – you can’t get much simpler that a blanket with sleeves.
   • Clear plan: Since there were predecessors to this product coming up with a new “comforting & catchy” name was necessary. I guess Shakespeare was wrong; a blanket by any other name doesn’t feel as warm (doesn’t “Snuggie” sound more inviting than “Slanket”). Invest in a low budget commercial to gain exposure.
   • Consistency: By purchasing time slots in smaller markets at off peak time slots The Suggie was able to garner national exposure.
   • ROI (Return on investment) – $60 million within the first 3 months of marketing!
     

     Al Roker, Meredith Viera and Matt Lauer sport Snuggies on the Today Show

admin Uncategorized Good Design, Return On Investment, ROI, Snuggie, Solutions