Our Blog

Designed to share our thoughts, and make you think!

Using Marketing Style to Define Your Brand

I often like to compare the fashion industry with marketing and advertising.  While style in fashion helps define an individual’s outward appearance, marketing style helps define your brand to your target market.

Both types of style rely on the current trends, the latest fads and timeless classics to let the rest of the world see what makes you (or your brand) unique.  Every spring, we hear about the latest fashion trends and everyone is excited to be seen in the latest designs or the newest hairstyle.  But, as these fads fade through the summer, these trendsetters need to be ready to adapt in order to stay in style.

The same can be said for marketing.  If you consider your brand to be innovative and trailblazing, you may want to consider a marketing style that uses the latest and greatest techniques and technologies.  But, in order to keep your brand fresh, you must be willing to modify your campaigns to meet the demands of the newest marketing trends.

At the other end of the spectrum, the fashion world has its timeless classics.  These designs never seem to go out of style and they are always appropriate and far reaching (think little black dress).  These designs, while conservative, are always effective at portraying someone who is confident and elegant.Marketing Style LBD

If you want your brand to be viewed as classic and luxurious, your marketing style might follow a more traditional approach.  One that does not have to change with each new trend and can stand the test of time.  A style that uses a strategy with a proven track record and allows you to show off the confidence you have in your brand.

In the end, it is important to choose an agency and a marketing style that reflects and reinforces your distinct style.  Anything less will come off as unnatural and ill fitting.

Danielle Deramo, Brand & Strategy Director JSI

Error terror…

Coming to a swift resolution when (t)error strikes can minimize collateral damage and build confidence in the client-vendor relationship.  After all, it is easy to be a joy to work with when everything is going well.  But how you act – or react- when things go wrong speaks volumes.  This is when it pays to work with ‘the professionals’.  They’re not always the least expensive vendor, but they are the ones you want to be with in the trenches.  Because they’ll work right by your side to dig you out; without assigning blame, judging, or complaining.

A swift chain of events unfolded today when an error was discovered during the live proof stage of a direct mail campaign. Within a 15 minute time frame the situation was completely resolved with client notification,  files corrected, revised proof launch, and final approval.  

Choose  responsive business partners so you can get things right when (t)error strikes! 

Faster Play Suits Me to a Tee

While We’re Young.  The latest Rodney Dangerfield/Caddyshack  inspired ‘pace of play’ marketing campaign by the USGA is just brilliant.  Who doesn’t love Caddyshack?  You don’t have to be a golfer to enjoy the movie for sure, but if you ARE a golfer you can certainly appreciate the need to encourage faster play among participants.

The commercial spots that aired during the U.S. Open were creative, fun, and informative.  The star power of Clint Eastwood and Arnold Palmer, both classic and classy.  The message to speed up pace of play was clear, as was the call to action to sign the ‘While We’re Young’ pledge by logging on to www.usga.org.  So effective in fact, that it jammed the microsite leaving many log on attempts in the proverbial sand trap until Monday.

The levity provided by the While We’re Young spots helped cut the viewer tension during Sunday’s final round.

Faster play suits me to a tee!

Powerbands & Power Brands: Cutting the ties that bind

Nike recently announced the end of a long relationship with Livestrong Cancer Charity Foundation.  Lance Armstrong’s doping incidents and the public scrutiny that ensued probably just proved too much for the behemoth company to withstand.  After all, no one – least of all a crazily successful brand like Nike- wants to be associated with cheating.  

Nike’s support and development of a powerful brand helped the Livestrong Cancer Foundation raise over $100 million in donations.  It would be interesting to find out what percentage of money raised came from the sale of the little yellow rubber LIVESTRONG bracelets.  We bought our power bands for $2 each and wore them in support of  friends, family members, and relative strangers who were fighting cancer.  The visibility of the bracelets lead to more discussion of cancer, and definitely more public awareness of treatment options and early detection.

Shortly after the LIVESTRONG bracelets came out, a good friend and I decided to source a manufacturer who could produce rubber stamped bracelets to build awareness for Duchenne Muscular Dystrophy.  Bracelets for every cause known to man began to pop up on wrists everywhere, and children (including my own) started to collect them, trade them, and talk about them.  

The public awareness trend grew from bracelets to water bottles, tee shirts, to back packs and beyond, and you’d see less and less of the bracelets being worn.  But all through the years (and several moves) I was never able to dispose of any of the bracelets because they all held significant meaning.  I imagine I’m not alone.

I’m sure the recent decision to cut ties with the foundation was a tough one for Nike.   

It bears remembering that in times of triumph and in times of defeat we must continue to Carry On and Live Strong.

The Receptionist = Client’s First Impression

The Receptionist is paramount to a Client’s first impression of your business.  If your Receptionist isn’t fully engaged in the opportunity to serve whoever walks up to their area, replace them.   Friendly, professional, alert dynamos are who you want in this position.  After all, they are the first person to greet anyone who walks through the door.  Why would you entrust that position to just anyone?  

It amazes us how many companies fail to realize that marketing starts long before the first ad campaign is launched or media buy is placed.  It starts at the beginning of each work day, with every individual working for the company, especially the one who is charged with welcoming patrons; the Receptionist.

Intuitive Marketing…or chance coincidence?

Just 2 days ago  I glanced in Bath & Body Works as I walked by thinking it had seemed like a really long time since I received any coupons from them.  Conditioned to wait to make purchases until I receive the pretty direct mail solicitations, I decided to wait it out.  Today in the mail came not 1, but 4 little coupons glued to a floral ‘fresh picked’ note card.

Smart marketing by the folks at Limited Brands…or ESP?  You decide!

Just Say It! wins Bronze Addy Award

We felt  that we had a really strong contender upon submitting the All Attitude Fitness brand identity project for consideration of a 2012 Hermes Award.    While we didn’t win the coveted Hermes Head for the elements of advertising category, we were honored to receive a Bronze Addy Award.  

It meant a lot to have All Attitude Fitness business owners Melanie St. John-Tidwell, MS, CPT and David Riley, CPT present at the Just Say It! table along with family and friends.

To view part of our award winning entry, click on Our Portfolio, All Attitude Fitness on www.justsayit.biz.

Super Bowl Ad Sneak Peek

Mercedes Benz scooped up Kate Upton for their Super Bowl ad this year.  When asked by the news reporter what team he was rooting for, the Mercedes Benz CEO had an honest answer.  He didn’t have a favorite. He just hoped for a close score in the 4th quarter so viewers would be planted in their seats when his commercial was scheduled to air!

Smart guy.

Kate is beautiful, sexy, and young.  She exudes energy and fun.  Perfect for the target audience that  Mercedes is going after for the entry level CLA.

It’s not your Grandpa’s Mercedes anymore.

A Thought About Your TV Commercials

Just witnessed a commercial TV spot produced locally.  The company logo on the commercial was completely pixelated and barely legible.

In this instance all that it would have taken to remedy the situation would have been to replace the logo file with one in the proper file format for TV spots.

We recommend viewing your commercials before they run, and conducting random audits against the program schedule!