Visual Marketing99 Proven Ways for Small Businesses to Market with Images and Design
Effective creative strategies and campaigns for business owners or marketers Whether it's on the Web, in a book, or live in-person, the most effective solutions are those that unexpectedly grab our attention. David Langton and Anita Campbell identify eye-catching and thought-provoking marketing and PR tips, ideas, and creative "stunts." This compendium of winning ideas will inspire small business leaders, creative professionals, and students. Award-winning visual communication designer David Langton has worked for a range of businesses from Fortune 500 leaders to small businesses. Anita Campbell, an internationally known small business expert, reaches over 2 million small business owners and stakeholders annually. Through case studies, photos, and illustrations, Visual Marketing displays creative marketing campaigns that brought attention to small businesses in unique, compelling, and unexpected ways. Online visual marketing solutions may include apps, interactive games tools and modules; infographics; HTML emails / e-newsletters; widgets; YouTube videos; flash animation; social networking campaigns; websites, weblets, mini-sites; blogs; podcasts / MP3s; projected signage; PowerPoint / keynote presentations In print solutions may include brochures, flyers; annual reports; books; direct mail, post cards; newsletters; invitations; letters; press releases; infographics On-site, giveaways, exhibit, and tradeshow solutions may include live events and performances; signs; billboards; exhibits; banners; tent cards; posters; plasmas screens; kiosks; giveaways: tchotchkes, t-shirts, tote bags, etc.; floor graphics/vinyl graphic wraps With Visual Marketing, you'll discover 99 powerful strategies for capturing the attention of your potential customers.
Acknowledgments x Introduction xvi Chapter 1Much More than Just a Website: How Online Games, Cartoons, Apps, Infographics, and More Can Boost Your Business 1. The Color of Money: A Small Bank Makes a Large Impression with a Colorful Campaign 5 2. A Website Showcases a Sense of Touch: Strong Navigation and Ease of Use for an Online Showroom 7 3. Augmenting the Reality of Mobile Advertising: Sharing Brand Information Visually over Mobile Devices Through Apps 9 4. Celebrating Creativity with a Killer Smile: Creating a Viral Marketing Effect with an Online Game 11 5. Putting the “Self” in Self-Portrait: Finding the Right Photo to Express a Personal Brand 13 6. Luxury Property Shown in Many Different Lights: Focusing on Stunning Imagery to Sell Luxury 15 7. How Many Ways Can You Destroy Your Printer? Going Viral with a YouTube Video Contest That Plays upon Customer Frustrations 17 8. Making a Legal Case for Insider Jokes: Using Cartoons to Market to Your Target Audience 19 9. Changing the Script on Scriptwriting: Organizing a Virtual Community Around an Event to Maximize Participation 21 10. When Is a Cup of Tea More Than Just Another Cup? Stunning Photography on a Website Differentiates a Product 23 11. Just the Facts, Ma’am: Creating an Interactive Online Quiz Attracts a Target Audience with a Deeper Level of Engagement 25 12. Getting a Leg Up on the Competition: Gaining Media Visibility for an Arcane Industry Online, Through Puns and Fun on Your Website 27 13. Building an Appealing Design: Presenting Your Process in Your Website Showcases a Competitive Advantage for an Architectural Firm 29 14. A Visual Marketing Firm Uses Optical Illusions to See Things Differently: Showing Prospects What You Are Capable of in Multimedia 31 15. Breaking Through the Gray Noise: Using a Flash-Based Presentation to Generate Leads While Also Serving as a Leave-Behind Piece 33 16. Delivering a Unique Marketing Campaign: Combining Staged Marketing Events with Video and Social Media 35 17. Finding Your Identity: Standing Out from the Crowd with a Website That Lets Your Personality Show Through 37 18. A Renaissance for Today: Creating a Forward-Looking Logo That Reflects the Past 39 19. Good Service Is Earned: Making a Brand Statement and Creating Viral Content Through Infographics 41 20. Design to Put Your Best Foot Forward: Using Sharp, Detailed Close-Up Photography to Demonstrate Business Capabilities on the Web 43 21. Spicing Up the Ornament Market: Using Bright and Unique Online Ads to Build a Brand 45 22. A Reflection of Style: Incorporating Your Business Style into Your Logo 47 23. The Right Way to Start a Charity Today: Using Facebook and Blogs to Build a Community Around a Good Cause 49 24. Education Can Be Creative: Formatting the Standard “10 Tips” Article to Convey Professionalism and Authority 51 25. Dressing Down for Success: Appealing to Consumers with a Personal Video Demystifies a Confusing Subject and Builds Trust 53 26. A Legal Holiday: Using Electronic Greeting Cards to Position a Law Firm as Friendly 55 27. A Picture Speaks a Thousand Words: Creating a Visual Interpretation of What You Do in an Industry Known for Facts and Figures 57 28. Walking the Talk: Making a Website That Reflects the Principles Fundamental to Your Business 59 29. Traversing from Print to Mobile: Creating a Mobile App Version of Print for Customers with a Foot in the Mobile World 61 30. Promoting Logos with a Guess-That-Logo Contest: Tying in a Contest with E-Mail Marketing to Increase Client Engagement 63 31. Marketing to Parents: Tailoring a Website’s Look to Reinforce Your Target Niche 65 32. Leading by Example: Using Stock Images in a Downloadable Tips Sheet to Demonstrate That Marketing Can Be Easy and Inexpensive 67 33. Blogger Outreach in the Cloud: Using a Visually Inspired Word Cloud to Start a Conversation with a Blogger 69 34. An Illustrator Draws Up Timely Reminders for Prospects: Using Remarkable E-Mail Marketing to Keep Your Pipeline Full 71 35. Bringing the Topic of Skin Care to a Head: Messaging to Teens with a Clean Peppy Web Design 73 36. It’s Not All Business All the Time: Adding a Personalized Blog Header Brings Human Interest to a Business Website 75 Chapter 2 Images Are Everywhere in the Physical World : Signs, Banners, Giveaways, Packaging, and Experiential Marketing That Inspire and Persuade 37. A Packaging Design That Really Helps the Consumer: Avoiding Lingo and Using Customers’ Own Words to Stand Out 81 38. A Local Brewery Makes the Case for Better Beer Branding: Using Images from Your Business and Local Area to Brand Your Product 83 39. A New Spin on Making a Hit Record: Bringing Direct Mail Campaigns to the Next Level with a Mailer That Invites Recipients to Get “Hands-On” 85 40. Making the Most of Your 15 Minutes of Fame: Using Posters and On-Site Displays Together with QRCodes and Social Media to Reach 24- to 45-Year-Olds 87 41. Handing Your Brand Over to Your Customers: Getting Customers Deeply Engaged with Your Brand toCreate Fanatical Loyalty 89 42. Free Stuff for Dogs and the People Who Dig Them: Using Beautifully Designed Packaging for Free Product Samples “Sells” a Premium Product 91 43. High-Tech Digital Communications from a 1970s Chevy Van: Marketing by Creating an “Experience” That Includes a Digital Billboard, Social Media, and an On-Site Presence 93 44. Designing Wine on the Inside . . .and Outside: Stimulating the Senses with High-End Packaging fora High-End Product 95 45. A Campaign That Really Knocks Your Socks Off: Appealing to Customers’ Comfort Evokes Emotion and Differentiates a Commodity Business 97 46. New Beverage Design Creates Buzz: Simplicity in Packaging Emphasizes Purity in Ingredients for the Health-Conscious Market 99 47. Sustaining Good Design: Creating an Intentionally Retro Look Emphasizes Underlying Values 101 48. Hand-Drawn Promo Excites Young Brits Who Love to Draw: Giving Away a High-Quality Gift Increases Sales by Luring People into the Store 103 49. Sweet! Creating an Interactive Puzzle to Increase Booth Traffic at a Conference 105 50. Jump-Starting a New Package Design: Creating Quality Packaging Can Lead to Getting Carried by More Retailers 107 51. Rewarding Good Taste: Growing Your Customer Base Through a Clever Twenty-First Century Loyalty Program 109 52. A New Product Popping Up: Differentiating a Product in a Crowded Field Through Unique, Uncluttered Packaging 111 53. Too Big to Ignore and Too Personal to Discard: Using “Lumpy Mail” to Get Your Foot in the Door of the C Suite 113 54. Showcasing Talented Women: Creating a Calendar with Distinctive Photography for Yearlong Marketing 115 55. Get Your Clients Talking about You: Custom Designing Promotional Giveaways Makes a Big Splash 117 56. Breaking the Cutesy Barrier: Creating an Urban Chic Niche in an Existing Market with Displays andPackaging 119 57. Waking Up Your Brand with a Little Pillow Talk: Creating a Follow-Up Campaign That Makes ProspectsLaugh . . . and Buy 121 58. Food Trucks, Today’s Eatery Trend: Creating Cravings by Using Typography on a Truck Wrap 123 Chapter 3Power to the Print Item!: Posters, Brochures, Postcards, and Logos Still Pack a Punch in the Internet Age 59. Get Me a Doctor, STAT: Using a Witty or Humorous T-Shirt to Interject Fun into How People Perceive Your Business 125 60. Thinking Outside the Box: Using College Lingo on an Unconventional Item to Attract Cult Status and Build Business on a College Campus 127 61. An A Cappella Visual Promotion for Musicians: Attracting Your Target Market with a Banner ContainingImages and No Words 129 62. Getting a Bright Start in Branding: Using Three-Dimensional Displays Integrated with a Sales Presentation 131 63. Lunch Bags That Educate, Entertain, and Inspire: Maintaining a Strong Emotional Connection with Your Target Market Even as Your Brand Grows and Evolves 133 64. Making Friends Globally: Using Free Samples to Promote a Book and a Socially Responsible Business 135 65. Much Ado about Nothing: A Campaign with Clever Props and Giveaways Transforms a Hard-to-Appreciate Concept into Something Real and Tangible 137 66. Who Is Keith Beith? Capitalizing on a Unique Name and Interjecting Friendliness to Differentiate a Business 143 67. Face-to-Face Illustrations: Establishing an Identity That Allows Your Team Members to Express Themselves 145 68. Business Cards Get Social: Creating Business Cards That Mimic Social Media Icons Opens New Market 147 69. Changing Perceptions One School at a Time: Using a Marketing Pamphlet to Update an Organization’s Image 149 70. Meeting Artists in Their Natural Habitat: Creating a Series of Posters Conveys the Range and Variety of a Large Event 151 71. The Omaha Cow and Snowboarding: Using an Iconic Symbol Updated with Current Culture to Create an Au Courant Logo 153 72. Translating a Global Brand into Local Currency: Making an Existing Brand Design Resonate in a Different Country 155 73. Getting to the Point in Acupuncture: Combining Professional Design with Do-It-Yourself Execution KeepsExpenses in Line 157 74. An Image Consultant Makes a Great First Impression: Differentiating a Personal Brand by Conveying Your Personality 159 75. A Recipe for Success in Publishing: Using Beautiful, Evocative Images Reinforces the Essence of aPublication 161 76. The Art of Making House Calls: Using Simple Logo Imagery That Marries Traditional Values with a Modern Business 163 77. An Unorthodox Community Campaign Promotes Kindness: Using a Powerful Name to Drive Action 165 78. A Communications Firm Stands Out: Using Unconventional Visuals Instead of Cookie-Cutter B2B Design Gets Attention 167 79. Is Your Name Defi ning You . . .Negatively? Renaming a Business Leads to More Sales 169 80. A Condo Development Has Historical Charm: Incorporating Heritage into Marketing Visuals to Emphasize an Offering’s Key Selling Points 171 81. HR with a Personal Touch: Using a Descriptive Name and a Caricature for a Consulting Business Sets You Apart 173 82. All That Jazz, Funk, Blues, Pop, and Hip-Hop: Making Modifications in Your Imagery Can Appeal to a Younger Audience 175 83. Communicate Issues Boldly: Using Bold Graphics to Drive Home the Importance of Messages 177 84. Eat or Be Eaten: Appealing to Local Tastes and Cultural Understanding in a Local Marketing Campaign 179 85. Clothing for the Cosmopolitan Outdoorsy Type: Expressing the Importance of Form and Function for a Brand in Print 181 86. Capturing the Legacy: Creating a Commemorative Book with High-Quality Graphics Conveys an Organization’s Values 183 87. All for One and One for All: Repurposing Marketing Collateral on a Very Low Budget 185 88. Evoking Mood Through Design: Using Custom Invitations to Make Your Business Entertainment Last Beyond the Event 187 89. High-End Rewards: Offering Upscale Coupons Grows Loyalty, Prevents Cancellations, and Sells Add-Ons 189 90. It’s a Family Affair: Making Your Business Story Come to Life with a Beautifully Designed Print Piece 191 91. An Industrial Business Bucks the Trend: Expressing Quality Through Color and Design Becomes a Competitive Advantage 193 92. Sharpen Your Sights: Using Clever Advertising That Makes Viewers Stop and Think about Their Needs 195 93. A Program for All Seasons: Creating an Overarching Marketing Theme for the Entire Year 197 94. The Express Lane for Sales: A Visual Pitch Book Captures the Sales Process and Trains an Ever- Growing Sales Team 199 95. Three-Dimensional Business Cards: Expressing Your Creativity on Your Business Card 201 96. What’s a Symchych? Accentuating a Hard-to-Pronounce Name Can Be a Winner 203 97. Technology Can Be Sexy: Poking Fun at Your Industry’s Stereotypes Makes It Easier for Customers to Relate 205 98. Making Saving Look Good: Delivering Vouchers and Coupons That People Want to Save 207 99. Good Design Flows from Product to Marketing: Creating Postcards That Are “Saveable” to Keep the Sales Pipeline Full 209 Credits 211 Index 223
DAVID LANGTON is a visual communication designer, blogger, and author on visual design. He has more than 20 years experience providing conceptual direction for Fortune 500 companies and small businesses. He is cofounder of?Langton Cherubino Group, a communications design firm, based in NYC, dedicated to improving the way that businesses and their audiences interact. ANITA CAMPBELL is CEO and founder of Small Business Trends, smallbiztrends.com, an award-winning website reaching over 300,000 small-business owners each month. She hosts a weekly Internet radio podcast show featuring interviews with small-business owners and entrepreneurs and owns BizSugar, another small-business social media site.
Striking creative strategies andcampaigns forbusiness ownersAND marketers Whether it's on the Web, in print, or in person, the most effective marketing solutions stop us in our tracks. Arresting visuals can create an instant bond with customers. Visual Marketing identifies 99 eye-catching and thought-provoking marketing ideas. Through case studies, photos, and illustrations, Visual Marketing displays successful campaigns that won attention for small businesses in unique, compelling, and unexpected ways. Learn how online games, cartoons, mobile apps, infographics, and more can boost yourbusiness. Arm your brand with signs, banners, giveaways, packaging, and experiential marketing that inspires and persuades your buyers. Visual Marketing offers powerful strategies for capturing the attention of even your busiest and most distracted potential customers. "Visual Marketing will wake up your marketing idea generator like few other books ever have—be prepared to be Wowed!" —John Jantsch, author of Duct Tape Marketing and The Referral Engine "Cutting through the clutter with a compelling visual campaign that reflects a brand's values is imperative in today's business environment. The examples David Langton and Anita Campbell offer in this book are clear evidence of this essential fact." —Ken Carbone, Chief Creative Director, Carbone Smolan Agency For more information, please visit www.visualmarketingbook.com or find us on Facebook at www.facebook.com/visualmarketing