Category Archives: marketing campaign
Because there were two girls named Kathy in Mrs. Dale’s kindergarten class, my mother agreed to let everyone call me Kathy Ann. The horror of it haunts me to this day.
Don’t get me wrong. Ann is a lovely name. Not only is it my middle name, but it’s the name of two of my favorite aunts. But my weak bladder, coupled with my classmates’ irritating ability to rhyme, produced a moniker that took me a long time to shake…Kathy Ann in the Can. Unfortunately, the nickname stuck until we moved to another school district when I was in sixth grade.
With people and business, for better or worse, branding happens. And it doesn’t take much to get people to react to an organization’s emblem. Take the controversial 2012 Olympic logo, created at a staggering cost of 400,000 pounds. The image drew fire from a group called Epilepsy Action, which said that a video promoting the logo triggers migraines, epileptic fits and vomiting. The International Olympic Committee is set to investigate the logo which politicians say is childish and “looks like Boris Johnson’s hair.”
Although causing people to puke is rarely the objective in professional trademark development, some believe there is no such thing as negative publicity. So, in that regard, the London Olympic logo designer’s efforts were successful.
A more conventional approach would be to create a logo that is:
- Instantly recognizable
Some famous logos that fill the bill include Google, Starbucks, Coca-Cola, Fed-Ex, and McDonalds, whose images you most likely pictured even as you read their names. The reason you recognize these brands, however, isn’t just because their logos are great. Superior products, excellent service and aggressive marketing help. Let’s face it, if your company sucks, coming up with an amazing image for it is lipstick on a pig.
But for a credible organization, finding the right symbol can mean the difference between obscurity and notoriety. This is especially true in the Internet age, where deep pockets to pay for full-color brochures and slick press packets are no longer necessary. Anyone with a computer and a low resolution, jpeg version of their logo can upload it everywhere from A1-Webmarks to Zaadz.com.
But commissioning a classic design can come at a hefty price. How do you to produce an iconic logo if you’re on a budget? Whatever the price point, you have several options:
If you have no money with which to build your brand, proceed with caution. Like it or not, the logo you choose today will be with your firm for years to come. Also, unless your business is graphic design or fine art, don’t buy do-it-yourself logo software in an ill-fated attempt to craft your own. Having access to a logo program won’t make you an artist any more than owning a calculator makes you a mathematician. Also, please don’t trust your nephew, sister-in-law or cousin to come up with a logo for you. Few well-meaning, artistic relatives understand marketing enough to craft your design in a way that will accurately represent your brand.
When money is tight, less is more. So try to find a nice, clean, clear font for your company name and quit while you’re ahead. Just use your company name as your logo until you can afford to hire someone for the job. Avoid the temptation to add clipart to the mix. Also, when choosing typeface, skip Script and Old English, unless you’re shooting for an Addams-Family vibe.
On a Budget—
I generally caution clients against ordering logos online. But, admittedly, some companies do a respectable job for under $200. If you decide to go this route, resist the urge to micromanage. You would be surprised how often entrepreneurs ask logo companies to place their company name inside of a blue and red oval, without realizing they like the look because they’ve seen it on cans of Bud Lite. If you go with an online design firm, ask for their input and trust their judgment or don’t hire them in the first place.
The Sky’s the Limit—
If you are in the enviable position of actually having money in your marketing budget, don’t skimp on the cornerstone of business communication. Find someone you trust and let them do what they do best so you can do what you do best. The right professional can help you define your unique sales proposition so your logo not only looks great and conveys your message to the intended target, but does so without inducing nausea.
Until next time, I’ll be Bowling for Business.
(This column first appeared on RIMOFTHEWORLD.net on December 4, 2011.)
As soon as winter weather blew into Lake Arrowhead, I started experiencing insomnia. For weeks, I tossed and turned, double- and triple-checked the thermostat and added blankets to our bed, all to no avail. I’m embarrassed to share what proved to be the simple solution to my sleeplessness—socks. That’s right…all it took to warm me up so I could drift off to sleep was to slip into a toasty pair of socks.
In Lake Arrowhead and the surrounding area, we are experiencing a chronic problem of another kind—the impending death of our mountain community. Over the past three years, we’ve all watched in horror as businesses of every variety have shuttered at an alarming rate. Vino 100 in the Village, Betty’s General Store in Blue Jay and Tony’s Mexican Restaurant in Cedar Glen are a few of the most recent casualties. The good news is that the solution is just as simple as warm socks on a cold night.
Do you, like me, enjoy the convenience of not having to drive down the 330 or the 18 every time you need to:
- Pick up groceries?
- Grab a bite to eat?
- Buy necessities like underwear, dog food and medication?
- Find last-minute gifts?
- Work out?
Although Bowling for Business is usually written to entrepreneurs, let me depart from my usual format to speak directly to consumers. We can blame local vendors for limited inventory, high prices and inferior customer service until the cows come home. But if we don’t make a concerted effort to keep businesses open on the hill, eventually, we will lose the luxury of living in an active, beautiful mountain community. Lake Arrowhead will become a ghost town.
And we’re hardly alone. Small businesses and towns across the country are dropping like flies. But statistics are hard to pin down for several reasons:
- Definitions vary about what constitutes a small town. For purposes of this column, we will defer to The Huffington Post, which defines a small town as anyplace with a population of fewer than 50,000.
- Community leaders gamely hide facts for fear reality will sound the death knell. So figures are often fudged. For instance, administrators insist that 80% of The Lake Arrowhead Village is currently occupied. But one need only survey the local landscape to more accurately assess the situation. Creative displays and signs promising “another exciting store coming soon” belie the sobering reality that far more space is available than leased…not just in the Village but across the mountain entire.
- No central database exists for reporting closure of a business or small town. So, while towns and small businesses open with pomp and circumstance, they tend to die with a whimper.
When all is said and done, like the rest of the country, those of us who make this area our home are suffering the harsh realities of a down economy. Job loss is up. Housing prices are down. Discretionary spending is low. So how can we affect the future of Lake Arrowhead?
Spend money on the hill!
Now, admittedly, doing this is not always possible. For instance, I recently tried in vain to locate a hot holiday toy called the vtech InnoTAB by shopping locally at Mr. G’s for Toys, Little Folks Bookshoppe and Radio Shack. But I struck out. When I asked one of the proprietors why I couldn’t even order the product, he explained that large companies like vtech require minimum orders of 25,000 units, which is why the toy is only sold at big box stores.
But, whenever possible, we should exercise our local options because buying local matters. In fact, Mickki Langsten, Executive Director of the Mile High Business Alliance in Denver, which has an active “Buy Local” program says,
“Each dollar spent at a locally-owned business re-circulates in a community six times more than a dollar spent at a non-local business.”
So, if you want to join a gym, check out Curves Lake Arrowhead. The owner, Candy Fairchild Krelnikov, understands the importance of investing in the lives of her members. In addition to supporting client weight-loss efforts, she organizes field trips and shares beauty secrets like tips about makeup and hairstyling products.
Further demonstrating her commitment to the local community, Candy is organizing an informal group called Women in Action, made up of business owners who wants to meet to informally discuss business best practices. The first meeting will be held at Hot Shots in Blue Jay, at 1 p.m. the first Thursday of every month beginning in January.
If a similar group exists for men, I’m not aware of it. But the Chamber of Commerce encourages entrepreneurs of both genders to take advantage of mixers, meetings and business events held throughout the year, including the mountain-wide economic summit held annually in Big Bear.
So, the next time you shop or go out to eat, consider the cost of driving down the hill…not just in gas and time, but in terms of the potential long-term affect your decision might have on our local economy. Enjoy the fact that, for now, at least, you can still buy socks without having to leave the mountain.
Until next time, I’ll be Bowling for Business.
Make sure you network the right way in the right place.
While saving money to return to college my sophomore year, I did a short stint as an international flight attendant with a little-known charter airline called Arrow Airways. I was delighted to work one particular flight from Denver, Colorado, to Gatwick, England because one of my fellow crew members was a hunky Italian named Alberto.
When we landed, I quickly accepted his invitation to join him for dinner. Although his accent was thick, I was sure he said he would be taking me to an Italian restaurant called Apple Luigi’s. So imagine my surprise when we arrived at our destination in downtown London, which was not a fine Italian eatery called Apple Luigi’s but a gay men’s club called Harpoon Louie’s.
Why would I share this humiliating story? Because the lessons I learned apply to successful networking for business:
- Shut up and Listen.
- Kill the Agenda.
- Check your Six.
Shut Up and Listen
Instead of just waiting for your turn to talk, pay attention when you are chatting with someone. If you practice active listening, you will stand out because most people approach networking events with mouths open and ears shut. If I had spent more time listening to Alberto instead of trying to impress him with flirty banter, I might have ascertained that he was not a viable romantic prospect.
More recently, I participated in a speed-networking event where organizers asked participants to rate fellow networkers. The top three had this in common: they listened more than they spoke. If you want people to think highly of you, listen to them.
Entrepreneurs often have “Type A” personalities who like to manage everything, often to their own peril. The reason I was surprised by Alberto’s revelation is because I came to the party with my own romantic agenda. But even though my time at Harpoon Louie’s isn’t what I had expected, I ended up meeting lots of interesting people. So, even though I had to find my own ride back to the hotel, the evening wasn’t a total waste.
Try to make the best of your circumstances because you never know what might unfold. Buckminster Fuller called this phenomenon the Processional Effect. As a Christian, I call it the Sovereignty of God. Whatever your belief system, try to let things happen naturally instead of trying to control the world. You might be surprised to make a friend, land a new client or learn something new.
Make sure you’re in the right place. Although you should go with the flow no matter where you end up, try to start off somewhere that makes sense. Before selecting networking groups to join and events to attend, figure out if regular attendees fall into your target market. Since I was interested in meeting someone I could date, Harpoon Louie’s was not an ideal location.
The good news is you don’t have to learn these lessons the hard way. Take a tip from me and network for maximum results on any budget:
When it comes to finding places to network, think outside the box. Networking opportunities don’t occur only at official mixers that are labeled “Networking Event.” You can meet potential clients, customers and associates literally anywhere and everywhere…in the real world as well as Cyberspace.
For those who regularly read my columns, please allow me to repeat myself. The most effective way to network for free is online. Join and maintain social media accounts like Facebook, LinkedIn and Twitter. And, above all else, remember to be the same person you are online as you are in the real world.
On a Limited Budget—
In this troubled business economy, when time and money are often in short supply, carefully select which networking groups to join. Instead of spreading yourself too thin by signing up for several organizations, start small. Join one group and take a leadership role. Arrive early and stay late. Volunteer to help set up and clean up so people see you as an active member.
The Sky’s the Limit—
If the funds are available, sponsor your own networking event. This will position you as a leader in the business community and enable you to hand-pick attendees from your own target market. And you can host the event wherever you want…from Apple Luigi’s to Harpoon Louie’s.
Until next time, I’ll be Bowling for Business.