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©2009 \\ COSMIC \\
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Thursday, October 8, 2009
Saturday, September 5, 2009
Gap Between Sales and Marketing
I recently came across an interesting statistic. A study by the Chief Marketing Officer Council stated that most salespeople view up to 90% of sales materials created by marketing as valueless.
I have even met some of these salespeople. They hand you a brochure and say something like "Here's some information about our company. You'll have to excuse the brochure though. It's hideous."
One business owner I've met touts his company as an upscale business. He claims to be able to bring your company to a whole new level. He's very inspiring. Take a look at his brochure, however, and not only does it look like a five year old designed it, but it features a photo of a stressed out business man holding his head in his hands right on the cover. The brochure design and the photo contradicts everything he speaks about.
We constantly see a lack of consistency in the design of most business marketing materials. Many just want to do it themselves and others don't want to spend the money. So, how much does it cost you when your sales force is out in the public demoralizing your company through your own marketing materials?
So, what do you do about it? You hire a professional graphic design team that works not only with the company's marketing team, but your sales team as well. Spending a little bit to put in the time and care into your corporate identity program is a critical component to promoting your business in the best light. It is not as much money as you would think and pays off big in the long run.
©2009 \\ COSMIC \\
I have even met some of these salespeople. They hand you a brochure and say something like "Here's some information about our company. You'll have to excuse the brochure though. It's hideous."
One business owner I've met touts his company as an upscale business. He claims to be able to bring your company to a whole new level. He's very inspiring. Take a look at his brochure, however, and not only does it look like a five year old designed it, but it features a photo of a stressed out business man holding his head in his hands right on the cover. The brochure design and the photo contradicts everything he speaks about.
We constantly see a lack of consistency in the design of most business marketing materials. Many just want to do it themselves and others don't want to spend the money. So, how much does it cost you when your sales force is out in the public demoralizing your company through your own marketing materials?
So, what do you do about it? You hire a professional graphic design team that works not only with the company's marketing team, but your sales team as well. Spending a little bit to put in the time and care into your corporate identity program is a critical component to promoting your business in the best light. It is not as much money as you would think and pays off big in the long run.
©2009 \\ COSMIC \\
Saturday, August 8, 2009
$19 Room. No Bed.
This »news story about a luxury resort is classic recession desperation.
There are businesses (including those in hospitality and tourism) that are doing well right now despite all the talk about the state of the economy. The problem is the news keeps feeding us 'facts' that we're not.
There are two types of businesses. Those that believe in their product or service and those that believe everyone else. If you market yourself as a luxury resort, do more luxury marketing. In fact, market your resort as über-luxurious.
The trouble businesses are having is that their old marketing efforts are no longer working. When you drop your price, you confuse your target market. Don't change your price. Change your marketing strategy.
©2009 \\ COSMIC \\
There are businesses (including those in hospitality and tourism) that are doing well right now despite all the talk about the state of the economy. The problem is the news keeps feeding us 'facts' that we're not.
There are two types of businesses. Those that believe in their product or service and those that believe everyone else. If you market yourself as a luxury resort, do more luxury marketing. In fact, market your resort as über-luxurious.
The trouble businesses are having is that their old marketing efforts are no longer working. When you drop your price, you confuse your target market. Don't change your price. Change your marketing strategy.
©2009 \\ COSMIC \\
Tuesday, March 31, 2009
Do you want to be really good at graphic design?
Seth Godin asks why aren't you really good at graphic design?.
As Godin points out, there are a lot of really great resources out there that make design easy for the non-designer.
Perhaps the reason the non-designer is NOT really good at graphic design is that maybe they are better at numbers than they are at art. Maybe they spent 4, 6, or 8 years in college studying economics and not design. Simply put, they are not designers and I would assert that most business people have no desire to be.
When your focus is on saving nickels over enhancing your brand image, your result is usually a formula for poorly executed marketing.
Godin makes a point that it is important to hire someone when it counts, but when does it count for the business owner uneducated in the importance of good design? Does this mean you should be spending $100 an hour to have someone put together a sign up sheet for a golf tournament or a fax cover sheet. No. What about business cards? Absolutely.
Business cards are sales tool. It is usually one of the first interactions a customer has with your marketing. If it doesn't make a powerful impression through design, you haven't done anything to gain trust with the customer.
What about brochures or annual reports? It is best to consult with a professional first to see what your options are. Getting a second and third opinion couldn't hurt. Ask them how hiring them for the project would enhance and grow your business. The answer should determine whether you want to do it yourself or not.
©2009 David Scott | Cosmic: Advertising & Design
As Godin points out, there are a lot of really great resources out there that make design easy for the non-designer.
Perhaps the reason the non-designer is NOT really good at graphic design is that maybe they are better at numbers than they are at art. Maybe they spent 4, 6, or 8 years in college studying economics and not design. Simply put, they are not designers and I would assert that most business people have no desire to be.
When your focus is on saving nickels over enhancing your brand image, your result is usually a formula for poorly executed marketing.
Godin makes a point that it is important to hire someone when it counts, but when does it count for the business owner uneducated in the importance of good design? Does this mean you should be spending $100 an hour to have someone put together a sign up sheet for a golf tournament or a fax cover sheet. No. What about business cards? Absolutely.
Business cards are sales tool. It is usually one of the first interactions a customer has with your marketing. If it doesn't make a powerful impression through design, you haven't done anything to gain trust with the customer.
What about brochures or annual reports? It is best to consult with a professional first to see what your options are. Getting a second and third opinion couldn't hurt. Ask them how hiring them for the project would enhance and grow your business. The answer should determine whether you want to do it yourself or not.
©2009 David Scott | Cosmic: Advertising & Design
Sunday, March 29, 2009
What is your question about advertising and design?
If you are having a marketing challenge in your business, i.e. little to no customers, awareness, generating leads, etc., chances are pretty good that it may be solved with a proper application of a solid graphic design solution.
We've discovered that many of our own clients have tons of questions when it comes to marketing:
So, what's YOUR challenge?
We are looking for topics and discussions to publish that are valuable to not only our clients but other business owners and marketing executives as well. We would love to answer your questions either here on this blog, on Twitter, LinkedIn, Facebook or send us an email through our website if you prefer.
So ask away and put our expertise to good use. We've been doing this for over 16 years and would love to help. It starts with your question, though. So, ask.
©2009 David Scott | Cosmic: Advertising & Design
We've discovered that many of our own clients have tons of questions when it comes to marketing:
- How should I use my website in conjunction with another marketing campaign?
- Why don't my newspaper advertisements work?
- Should I publish pricing on my website?
- Does my logo suck?
- How do I incorporate social media applications into my internet marketing.
- What colors best represent my business and why?
- How do I get more customers?
So, what's YOUR challenge?
We are looking for topics and discussions to publish that are valuable to not only our clients but other business owners and marketing executives as well. We would love to answer your questions either here on this blog, on Twitter, LinkedIn, Facebook or send us an email through our website if you prefer.
So ask away and put our expertise to good use. We've been doing this for over 16 years and would love to help. It starts with your question, though. So, ask.
©2009 David Scott | Cosmic: Advertising & Design
Monday, March 9, 2009
Beware of Credentials
A client recently asked me to collaborate with an associate of his on the design of a website for his company. The associate was a web site programmer and Search Engine Optimization expert. As the designer for the project, the partnership seemed like it would be a good fit.
Upon introducing myself and how I would be involved in the project, I received the following response:
This was enough to allow me to step away from the project. Why?
First, I have a design process that works and it requires me to be involved at all stages of development.
Second, her claim of credentials was an attempt to possibly scare me off because she felt I might be taking over the project or something like that. I wasn't scared by her training. Instead, I became concerned for the client. Personally, I could care less how much training you have. Show me your commitment to the client and I'll want to work with you.
When someone blasts their credentials at you, it should send signals. BIG ONES. Dig a little deeper and you might discover they are hiding something from you. No matter how impressive their credentials are, it could be a way to distract you from something they are not telling you.
When your design and marketing partnerships are based on commitment and promises, that is when the magic happens.
By the way, if you are someone who is a website programmer and is committed to your clients, I want to talk to you. Contact me through my website (http://www.cosmic-studio.com).
©2009 David Scott | Cosmic: Advertising & Design
Upon introducing myself and how I would be involved in the project, I received the following response:
I have built thousands of websites and have a degree in MIS from USF and am certified by Microsoft in Analyzing Requirements and Definiting Solutions Architecture. With over 13 years of professional experience I don't need any help.
This was enough to allow me to step away from the project. Why?
First, I have a design process that works and it requires me to be involved at all stages of development.
Second, her claim of credentials was an attempt to possibly scare me off because she felt I might be taking over the project or something like that. I wasn't scared by her training. Instead, I became concerned for the client. Personally, I could care less how much training you have. Show me your commitment to the client and I'll want to work with you.
When someone blasts their credentials at you, it should send signals. BIG ONES. Dig a little deeper and you might discover they are hiding something from you. No matter how impressive their credentials are, it could be a way to distract you from something they are not telling you.
When your design and marketing partnerships are based on commitment and promises, that is when the magic happens.
By the way, if you are someone who is a website programmer and is committed to your clients, I want to talk to you. Contact me through my website (http://www.cosmic-studio.com).
©2009 David Scott | Cosmic: Advertising & Design
Tuesday, January 27, 2009
Budgets
Someone I had met through a networking event some time ago contacted me about opening a laundromat and needed some corresponding promotional materials produced.
The budget? $150.
It strikes me as odd that someone would spend all sorts of money on equipment, a store front, incorporation, and leave nothing for marketing.
Here's the deal. Your marketing is an essential piece of the business pie. You can't expect to be successful if you are giving yourself a budget of $150 for the launch of a new business.
A good rule of thumb is take your expected yearly gross income from your business and put aside 10% for your yearly marketing. For some it may be less and others more. Generally, 10% is a good figure to start with especially if you are a new business. This will be a figure most marketing firms and design agencies can and will work with. It will also be a catalyst to your business' success.
©2009 David Scott | Cosmic: Advertising & Design
The budget? $150.
It strikes me as odd that someone would spend all sorts of money on equipment, a store front, incorporation, and leave nothing for marketing.
Here's the deal. Your marketing is an essential piece of the business pie. You can't expect to be successful if you are giving yourself a budget of $150 for the launch of a new business.
A good rule of thumb is take your expected yearly gross income from your business and put aside 10% for your yearly marketing. For some it may be less and others more. Generally, 10% is a good figure to start with especially if you are a new business. This will be a figure most marketing firms and design agencies can and will work with. It will also be a catalyst to your business' success.
©2009 David Scott | Cosmic: Advertising & Design
Sunday, January 25, 2009
Emails
Lately, I've been looking at the emails I get from people and studying what works about them and what doesn't. I have come up with a list of nine critical items an email can have to be an effective marketing tool.
Notice, I didn't say "HTML emails". These items can apply to any email you send whether it has graphics in it or not. Even a simple note to your mom has a visual impact.
1. Enter and set a full name in your email preferences. This isn't your email address. It is your actual name or company name. It tells others the name of the person sending the email.
2. Make is scannable. Computers users generally don't read. They scan. If you are typing a text only email, format it so information is delivered in small chunks. Use short sentences and space between paragraphs.
3. If you don't know how to format an HTML email, don't try it. Stick with text only.
4. If you really really want to send an HTML email, hire a professional.
5. Make the subject specific to your email. Don't write a teaser. "Workshop information" is much more informative versus "Hey you…".
6. Never leave the subject line blank.
7. Give your recipients an option to respond via email somewhere.
8. Always use a signature that contains your phone number and a link to your website. If you don't have a website, call me.
9. If you are sending emails for your business, plunk down the $10 per month and get a hosted email account with your business domain. It's professional. If you don't have a hosting account click here and get one.
©2009 David Scott | Cosmic: Advertising & Design
Notice, I didn't say "HTML emails". These items can apply to any email you send whether it has graphics in it or not. Even a simple note to your mom has a visual impact.
1. Enter and set a full name in your email preferences. This isn't your email address. It is your actual name or company name. It tells others the name of the person sending the email.
2. Make is scannable. Computers users generally don't read. They scan. If you are typing a text only email, format it so information is delivered in small chunks. Use short sentences and space between paragraphs.
3. If you don't know how to format an HTML email, don't try it. Stick with text only.
4. If you really really want to send an HTML email, hire a professional.
5. Make the subject specific to your email. Don't write a teaser. "Workshop information" is much more informative versus "Hey you…".
6. Never leave the subject line blank.
7. Give your recipients an option to respond via email somewhere.
8. Always use a signature that contains your phone number and a link to your website. If you don't have a website, call me.
9. If you are sending emails for your business, plunk down the $10 per month and get a hosted email account with your business domain. It's professional. If you don't have a hosting account click here and get one.
©2009 David Scott | Cosmic: Advertising & Design
Wednesday, January 21, 2009
Flashy does not get you sales
I found myself wondering about jewelry stores last night when I walked by this one store in St. Petersburg that displayed beautiful work set off by "SALE SALE SALE" signs, strobe lights and "everything marked down 25%!" signs. The only thing missing was one of these hideous things.
Somehow their use of signs and graphics didn't fit.
Isn't jewelry a luxury item? In my mind, it is reserved for those that WANT to spend lots of money on rare gems. If this store is trying so hard to get anyone's attention, what are they really selling? Maybe their rocks aren't so rare after all.
When you run a business, it is hard for you to look at marketing that business objectively. You become too attached. Smart marketers are unattached and hire a creative professional to handle their design and marketing. They also listen to them.
©2009 David Scott | Cosmic: Advertising & Design
Somehow their use of signs and graphics didn't fit.
Isn't jewelry a luxury item? In my mind, it is reserved for those that WANT to spend lots of money on rare gems. If this store is trying so hard to get anyone's attention, what are they really selling? Maybe their rocks aren't so rare after all.
When you run a business, it is hard for you to look at marketing that business objectively. You become too attached. Smart marketers are unattached and hire a creative professional to handle their design and marketing. They also listen to them.
©2009 David Scott | Cosmic: Advertising & Design
Friday, January 16, 2009
Trust and Design
There is quite a bit of doom and gloom about the economy at the moment. Rightfully so. The truth of the matter is that a lot of people are freaked out. That doesn't mean they aren't spending money. It means they will spend money with the companies they trust.
How have you built trust into your company? Does your business card look trustworthy? If you designed it yourself and printed them at online to save a couple of bucks, probably not. Does your organization have uniforms or a dress code? If it doesn't you may want to consider getting one. Uniformity builds trust.
Trust takes time and money, but those who focus on building trust into every facet of their brand will foster during an economic downturn. How can it not? And, when things improve you will have an established following that already trusts you.
©2009 David Scott | Cosmic: Advertising & Design
How have you built trust into your company? Does your business card look trustworthy? If you designed it yourself and printed them at online to save a couple of bucks, probably not. Does your organization have uniforms or a dress code? If it doesn't you may want to consider getting one. Uniformity builds trust.
Trust takes time and money, but those who focus on building trust into every facet of their brand will foster during an economic downturn. How can it not? And, when things improve you will have an established following that already trusts you.
©2009 David Scott | Cosmic: Advertising & Design
Sunday, December 14, 2008
Tips On Growth
Joy Gendusa's shares her tips for success during this time in business. You might want to pay attention too. Joy owns Postcard Mania, a successful postcard marketing company that has seen excellent growth for the past 10 years.
Her recession-proof gameplan includes:
• Don't be a survivor; be a thriver.
• Use the database you already have.
• Make sure your core workers are on the bandwagon to beat the slump.
• Leverage government programs and incentives.
• Be picky in taking on debt.
• Market heavily.
• Find new revenue sources.
• Keep morale up.
©2008 David Scott | Cosmic: Graphic Design & Branding
Her recession-proof gameplan includes:
• Don't be a survivor; be a thriver.
• Use the database you already have.
• Make sure your core workers are on the bandwagon to beat the slump.
• Leverage government programs and incentives.
• Be picky in taking on debt.
• Market heavily.
• Find new revenue sources.
• Keep morale up.
©2008 David Scott | Cosmic: Graphic Design & Branding
Saturday, November 15, 2008
The Language of Design
Last week, I attended a conference on emerging technologies. I met several fascinating people: venture capitalists, bank CEOs, scientists, physicians, software developers, etc. As in most networking situations a particular question came up in our conversations
"What do you do?"
I mentioned that I own a graphic design firm like I usually do when I'm talking to friends or family. Except, I received a much different response.
"Oh, you mean like a sign shop?"
"So, you're a printer?"
"You probably make t-shirts and stuff like that, right?"
Uh, no.
There's a particular language groups of people respond to and it is important to quickly tune in to that audience. This was our audience and I immediately realized I was not communicating on their level. Once I started speaking about brand development and corporate identity, they were on board. I was no longer some kid with a t-shirt shop. I was a corporate business partner.
The terms and language you use about your business may have completely different meanings to different types of people. Is it difficult for people to understand? Does it get the point across? Do people tune out when you speak to them? Are they engaged by your collateral materials or do they throw it out?
The message you communicate to your audience is as important an element in design as the visuals. When a company can put thought and effort into its message, the design is powerful and people take notice.
©2008 David Scott | Cosmic: Graphic Design & Branding
"What do you do?"
I mentioned that I own a graphic design firm like I usually do when I'm talking to friends or family. Except, I received a much different response.
"Oh, you mean like a sign shop?"
"So, you're a printer?"
"You probably make t-shirts and stuff like that, right?"
Uh, no.
There's a particular language groups of people respond to and it is important to quickly tune in to that audience. This was our audience and I immediately realized I was not communicating on their level. Once I started speaking about brand development and corporate identity, they were on board. I was no longer some kid with a t-shirt shop. I was a corporate business partner.
The terms and language you use about your business may have completely different meanings to different types of people. Is it difficult for people to understand? Does it get the point across? Do people tune out when you speak to them? Are they engaged by your collateral materials or do they throw it out?
The message you communicate to your audience is as important an element in design as the visuals. When a company can put thought and effort into its message, the design is powerful and people take notice.
©2008 David Scott | Cosmic: Graphic Design & Branding
Friday, November 23, 2007
Buy Nothing Day
Today is the official Buy Nothing Day, a campaign started in Canada to protest the ridiculous black friday shopping day where people line up outside stores at weird hours of the morning and kids get trampled over being the first to get their hands on the first Hannah Montana whatever.
You can dowload these fun little flyers and others to show your stand against mass consumerism.
©2007 David Scott | Cosmic: Graphic Design
Friday, November 9, 2007
Make My Logo Bigger
Sean sent this amusing video to me: Make My Logo Bigger Cream
I haven't had a request to make a logo bigger in quite some time. Perhaps that has something to do with the value my clients of today place on a well designed piece versus the ego trip of having a huge logo. I'm sure there's some sort of sports car analogy I could make here and I won't.
CORPORATE STANDARDS
The question is what makes the client want to have their logo so big in the first place? Having a set of corporate design standards or graphic standards in place eliminates this question.
Corporate design standards does three things.
1. It creates a consistency. When your brand has a uniform appearance in all aspects of your marketing, there is nothing left to question in your customer's mind. They get used to seeing it the same way over and over creating top of mind awareness.
2. It makes your job and our job simple. Knowing where to put the logo, how big to make it and what the layout is going to look like ahead of time eliminates time spent on how to design an ad or brochure.
3. It provides a foundation. A corporate design standards manual serves as a guideline for designers, marketing executives and printshops to use so that everyone involved with a company's brand development are all on the same page. It outlines everything about the visual look of a company—how the logo is used, corporate colors, typeface, imagery, layouts. It's all defined so that no one questions what they are supposed to do.
Defining your brand based on the marketplace is what works. Defining your brand based on your own personal tastes doesn't work.
©2007 David Scott | Cosmic: Graphic Design
I haven't had a request to make a logo bigger in quite some time. Perhaps that has something to do with the value my clients of today place on a well designed piece versus the ego trip of having a huge logo. I'm sure there's some sort of sports car analogy I could make here and I won't.
CORPORATE STANDARDS
The question is what makes the client want to have their logo so big in the first place? Having a set of corporate design standards or graphic standards in place eliminates this question.
Corporate design standards does three things.
1. It creates a consistency. When your brand has a uniform appearance in all aspects of your marketing, there is nothing left to question in your customer's mind. They get used to seeing it the same way over and over creating top of mind awareness.
2. It makes your job and our job simple. Knowing where to put the logo, how big to make it and what the layout is going to look like ahead of time eliminates time spent on how to design an ad or brochure.
3. It provides a foundation. A corporate design standards manual serves as a guideline for designers, marketing executives and printshops to use so that everyone involved with a company's brand development are all on the same page. It outlines everything about the visual look of a company—how the logo is used, corporate colors, typeface, imagery, layouts. It's all defined so that no one questions what they are supposed to do.
Defining your brand based on the marketplace is what works. Defining your brand based on your own personal tastes doesn't work.
©2007 David Scott | Cosmic: Graphic Design
Friday, October 26, 2007
Victoria's Secret
I'm an Angel, which means I belong to a select group of Victoria's Secret credit card holders (and, in case you were wondering why I have one, I'm married).
What I love about Victoria's Secret is that they have one of the best well-oiled marketing machines on the planet. Beautiful models prancing around in well styled underwear gets the men sold on the name and the women want to be what the men want. So, they go buy the underwear. It's a win win.
I get these mail pieces about every month from them. They are beautfully designed, bright and eye-catching. The one thing I really like about them are the offers they give. Victoria's Secret never seems to subscribe to the tired marketing clichés and half-assed offers. They really give away good stuff.
It's not uncommon for them to send an offer for a free bra. No strings attached. Just go to the store and pick one up. It's all in the effort to drive traffic. They are so confident in their product, that they know you'll buy something else when you are there. Me and the wife? We usually do.
If companies marketed themselves with some confidence like that, I would assert they would see increased sales. "Buy five, get one at half price" is weak. No one responds to that sort of thing anymore. Consumers are smart nowadays and it is time to start thinking from a different perspective. Being a buzz-worthy company is a start.
What are some unique methods you are using to drive traffic to your store or website?
©2007 David Scott | Cosmic
What I love about Victoria's Secret is that they have one of the best well-oiled marketing machines on the planet. Beautiful models prancing around in well styled underwear gets the men sold on the name and the women want to be what the men want. So, they go buy the underwear. It's a win win.
I get these mail pieces about every month from them. They are beautfully designed, bright and eye-catching. The one thing I really like about them are the offers they give. Victoria's Secret never seems to subscribe to the tired marketing clichés and half-assed offers. They really give away good stuff.
It's not uncommon for them to send an offer for a free bra. No strings attached. Just go to the store and pick one up. It's all in the effort to drive traffic. They are so confident in their product, that they know you'll buy something else when you are there. Me and the wife? We usually do.
If companies marketed themselves with some confidence like that, I would assert they would see increased sales. "Buy five, get one at half price" is weak. No one responds to that sort of thing anymore. Consumers are smart nowadays and it is time to start thinking from a different perspective. Being a buzz-worthy company is a start.
What are some unique methods you are using to drive traffic to your store or website?
©2007 David Scott | Cosmic
Thursday, October 11, 2007
Make it travel size
I was in a salon yesterday and was looking at their product shelf. It occurred to me that there were no travel size products on the shelf. Wouldn't it make sense for haircare and beauty companies to produce their products so that they complied with travel regulations? I can't tell you how many times my wife's Mary Kay and Redken products have been confiscated at airport security.
It would be easy for companies like these to design travel packs of compliant products and customers could bring their preferred brand with them instead of having to use what's at the hotel. If they wanted to take it a step further, they could even sell the products at a kiosk in the airports.
For beauty companies with customers who do a lot of traveling, this could be a missed opportunity.
©2007 David Scott | Cosmic
It would be easy for companies like these to design travel packs of compliant products and customers could bring their preferred brand with them instead of having to use what's at the hotel. If they wanted to take it a step further, they could even sell the products at a kiosk in the airports.
For beauty companies with customers who do a lot of traveling, this could be a missed opportunity.
©2007 David Scott | Cosmic
Wednesday, October 10, 2007
Cold Calling
Periodically throughout the year, I make cold calls. It can sometimes be tedious and for us it does work to get new business. I think the thing that makes it tedious for me are the people that pick up the phone. Most people who know me, know me as a positive person. I'm easy to talk to and always speak clearly. I'm always excited when I answer the phone. For most of the cold calls I make, I often wonder whether I'm speaking to a fully functioning dead person.
Why I bring this up is that the phone is usually one of the first experiences customers have of your business. If your employees are not paying attention to how they are speaking to me on the phone, what is going to make me think they'll pay attention to me as a customer?
It fascinates me how many of the companies I call obviously aren't keeping tabs on this. A beautiful logo and cutting edge website are going to do nothing to grow your company if it isn't inspiring to do business with you. Those things are just a fix. The real work starts from within. The employees must be inspired by your corporate vision.
So, what does your company stand for in the world? Are your employees aligned with it? Does your marketing strategy reflect it? Does your brand promote it?
©2007 David Scott | Cosmic
Why I bring this up is that the phone is usually one of the first experiences customers have of your business. If your employees are not paying attention to how they are speaking to me on the phone, what is going to make me think they'll pay attention to me as a customer?
It fascinates me how many of the companies I call obviously aren't keeping tabs on this. A beautiful logo and cutting edge website are going to do nothing to grow your company if it isn't inspiring to do business with you. Those things are just a fix. The real work starts from within. The employees must be inspired by your corporate vision.
So, what does your company stand for in the world? Are your employees aligned with it? Does your marketing strategy reflect it? Does your brand promote it?
©2007 David Scott | Cosmic
Tuesday, July 17, 2007
Will It Blend?
Entertaining, funny and amazing, Will It Blend is a site devoted to demonstrating the power of the Blendtec Blender. What an incredible marketing tool. Not only did I spend an hour watching these videos, but now I know who makes the best blender on the planet. Talk about viral.
©2007 David Scott | Cosmic
©2007 David Scott | Cosmic
Monday, June 25, 2007
Fall Into the Gap
All too often, when sales go sour, spending in advertising and design is the first thing to get cut or even eliminated altogether from corporate budgets. In his post Fall into the Gap, Seth Godin comments on how The Gap is responding to its current slump in sales. I commend his stand in support of an investment in design as well as taking a different look at what makes a good marketing plan in the face of tough times.
©2007 David Scott | Cosmic
©2007 David Scott | Cosmic
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