[eBook Code] Visual Marketing (eBook Code, 1st)

Acknowledgments x

Introduction xvi

Chapter 1

Much 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 QR
Codes 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 to
Create 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 for
a 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 and
Packaging 119

57. Waking Up Your Brand with a Little Pillow Talk: Creating a Follow-Up Campaign That Makes Prospects
Laugh . . . and Buy 121

58. Food Trucks, Today’s Eatery Trend: Creating Cravings by Using Typography on a Truck Wrap 123

Chapter 3

Power 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 Containing
Images 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 Keeps
Expenses 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 a
Publication 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