marketing

A Successful & Minimalist Print Ad

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Incredible design work in this ad. Simple. Clean. No bells and whistles.

Beautifully rendered it creates a Venn diagram out of two minimalist images of two well-known animals. Both possess features that represent the product.

In the middle where the two animals meet is the product itself, showing that it is the best of both worlds. Jeep, the prowess of the wolf with the capacity of the camel. Both hunter and pack animal.

The ad itself in all of its simplicity communicates the brand thoroughly.

Very well done.

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Titanfall: Marketing Like A Boss.

titanfall-marketing

Titanfall Does Marketing Right.

Here have some sweet guerrilla marketing courtesy of Titanfall.

I imagine this is guaranteed to grab attention (which is exactly what marketing should do!).

Apparently this monumental piece was built to replicate the actual size of the mechs in-game, which is also very cool.

Now if only they had a couple of guy parkouring around it…

Titanfall.

Titanfall for those who don’t know, is one of the most highly anticipated releases of this year. It was developed by several of the same minds that worked on the original Call of Duty Modern Warfare series. They parted ways with their previous software company “Infinity Ward” and began anew under Respawn Entertainment.

Published by Electronic Arts as an exclusive for Microsoft, Titanfall has drawn enormous attention from the gaming community. It breaks several current traditions for games of this genre, including keeping play to 6 vs 6, burn cards and of course adding in the ability to “parkour” or free-run around the maps.

From a marketing standpoint the Respawn / EA crew has done just about everything right:

1. They included open-ended Beta trials which engaged the gaming community (2 million players in 1 week!) and increased excitement to a near fever pitch (I know because I played!).

2. They maintained a clear strong presence at all of the big game conferences. This included winning “over 60 awards at its E3 2013 reveal, including a record-breaking six E3 Critics Awards, and Best of Show from several media outlets. (It also won official awards at Gamescom and the Tokyo Game Show)”.

3. They pushed for a strong online presence through web design, advertising and maintaining conversations on various forums.

4. They went hard to the paint on their print advertising, including ads in many mainstream magazines.

5. Then they developed this great guerrilla marketing campaign.

QUICK EDIT: We just came across this addition to their guerrilla marketing: Respawn had Titanfall pilots wandering the streets in the UK

Titanfall

Perhaps the biggest feather in their cap however has been the level of trust that they have developed with the gaming community. There has been a great deal of politics behind the scenes, including the reasons for their departure from Infinity Ward (Activision fired Infinity Ward co-founders Jason West and Vince Zampella in March 2010 for “breaches of contract and insubordination”. Their departure resulted in a series of lawsuits and a staff exodus. Later that year, West and Zampella founded a game development company, Respawn Entertainment, with many of the former Infinity Ward staff). Respawn already had a lot of gamer confidence for what they brought to the CoD franchise. Now with the release of their first big game, they have increased trust through their community engagement, their policies and their innovation.

Many have touted the developers as “for the gamers”, innovating and creating the next new style of shooter much in the same way they did with the original Modern Warfare. Many reviewers predict Titanfall to be the next step for the first-person shooter genre. This in stark contrast to many of the current first-person shooters which have been condemned as cliché and churned out copies of previous games.

We're not sure if this ad placement was intentional... but it was hilarious!

We’re not sure if this ad placement was intentional… but it was hilarious!

What can we learn from all of this?

Respawn paid attention to what gamers wanted, they also stayed true to their vision and created the game that THEY wanted. The result has been an innovative new addition to the gaming community, one that very well may affect future games in the genre.

Takeaway 1: “They were innovative.” and “they paid attention to what [their customers] wanted”. They developed a product that would generate excitement and would sell.

Takeaway 2: They marketed hard, but they also marketed smart. They went to where their customers were. Advertising online on key sites, in specific media and magazines and through forums dedicated to their marketplace.

Takeaway 3: They engaged their market. The involved the players in Beta testing (which saw 2 million players!), they created open-ended discussion through online forums and they took part in trade shows that included interviews and one on one dialogue.

Summary.

Yup it looks like an awesome game and the marketing follow suit. That’s about all we have so enjoy some of the fan-made content and quotes regarding the game. This should give you an idea of the fervor that has been generated:

“I used to love BF4. Even with all of its glitches. I just tried to play and I found the game so dang slow. Nothing matches the adrenaline rush from rodeo-ing titans and finishing them off. This kinda blows for me as i am premium, but oh well. Guess ill have to stick to AC4 until Titanfall drops. xoxo gossip gurrrrl”

“It’s just COD with mechs? [Nope] Well, one single word sets it apart. Fun.”

“I’m done with Titanfall!   ….I’ll be back after I grab some food. This game is awesome! I love capping me some flags!”

Oh Titanfall... why can't I quit you?

Oh Titanfall… why can’t I quit you?

Meme created by a Reddit user titled: "going from Titanfall to Battlefield 4"

Meme created by a Reddit user titled: “going from Titanfall to Battlefield 4”

Dubbed the "Call of Duty Killer". Some say the original development team for CoD are the only ones who can end the endless churning of CoD games.

Dubbed the “Call of Duty Killer”. Some say the original development team for CoD are the only ones who can end the endless churning out of CoD games.

Transition-Marketing-Services

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

Entrepreneurship: Little Things To Make You Stand Out

Jerky

Came across this on Reddit (Original Link Here). This guy started a jerky company (PDA Jerky)and in a simple move of pure genius, decided to make his company stand out with one simple little inclusion – A flossing stick.

I know I’ve been camping many times with a nice big bag of jerky. You spend the rest of the day sub-consciously picking at your teeth. This little addition is brilliant.

Amazing how a small thought can make such a big difference. This entrepreneur took a pretty basic business idea and made himself stand out. This is an example to follow no matter what your business model is. Take actions to make yourself stand out from the pack.

What do you think?

Selling A Book By Its Cover

A Book By Any Other Cover…

They say you cannot tell a book by its cover but do not ever doubt that you can sell a book by its cover.

You cannot judge a book by its cover. Evidently you can sell pile of them though.

You cannot judge a book by its cover. Evidently you can sell a pile of them though.

This screen shot depicts the overall sales of Jane Austen’s Pride and Prejudice based on five different cover designs and spanning 20 years. This provides a clear look at the power behind design, marketing and understanding the current market.

Sales for this literary classic hit a small peak of sorts in 1995, but overall remained fairly low until 2009 when it surged in popularity netting more than double the sales in a single year.

Why? What happened in 2009?

The Great Pride & Prejudice Surge Of 2009

The Pride & Prejudice film was released in 2005. Which means that this probably did not factor largely in to the 2009 releases success. If anything one would have expected a surge in sales to occur within the next year.

Instead we see that four years later, in 2009, demand for this novel more than doubled within twelve months. What was it about 2009?

Every market surge has a history. There may be many contributing factors to a sudden sales onslaught but one can always trace the reasons. This can often be a complicated process and one may wind up with many dead ends before coming to a reliable conclusion as to the cause, but there is always a cause.

In the case this surge in 2009 it is not so complicated. Have a look at the cover that sold so well.  The cover couldn’t be the sole reason could it? Design doesn’t make that much of a difference right?

Wrong. It is all in the design. The 2009 release happened to coincide with another novel series which just happened to be gaining steam at the time. Perhaps you have heard of it. It involved an angst ridden teenage girl and her love affair with a vampire and a werewolf.

The Twilight Saga had recently become a huge hit. It had been hitting the theaters and was discussed everywhere.  Low and behold if we look at the cover design of the re-release of the Twilight series what do we see?

Okanagan-Marketing

Well now look at that. Something familiar about those colours and the overall feel isn’t there? What an odd coincidence…

Make no mistake. This was 100% intentional and from a marketing and sales standpoint, it was brilliant. The brains behind the 2009 publication of Pride & Prejudice knew their market. They knew the consumer zeitgeist. They knew what people were reading and they moved on it.

Does Pride & Prejudice share any similarities with Twilight? Well the lead character is a girl and Mr. Darcy is a bit of a wolf… but otherwise to lump these two into the same category would likely cause Mrs Austen to roll in her grave. Yet the design of the book managed to subtly do just that. The four books published in the Twilight series used three key colours and several basic design elements. This is obvious when comparing the four of them side by side as we do in the image above.

The demographic that Twilight was marketed to had, had their eyes trained – trained to look for this specific colour combination and style, thus any other book with similar traits would automatically grab their eye. What is more, the design team behind the 2009 version of Pride and Prejudice increased its book size to match the size which Twilight was published in. The result was a book that looked, for all intents and purposes, like it belonged to the Twilight series – one that could sit beside them and not look out-of-place.

Customers would be looking through the shelves of books and their eyes would automatically flicker what they knew and recognized. Perhaps some of them even thought this was a fifth edition to the series.

This is the essence and foundation behind branding and that is exactly what went on. Stephanie Meyer’s Twilight series was branded with a very obvious aesthetic look. 2009’s Pride and Prejudice printing simply hopped on that band wagon and rode its coattails to success.

Design & Sales.

All too often there appears to be an underlying disrespect for solid design work. Few people – especially in the small business market place – realize the increase in sales that good design will get them. Instead the see the price tag that comes along with it and they balk at it. They cut corners, call in favours, hire rookies or try to do it themselves with all the “free online tools”. The result is shoddy and unprofessional design.

Graphic and Web design needs to be rooted in technical and artistic ability as well and an understanding of what is working in the industry today.

As we see in the example above, knowing the market and understanding design trends play a huge role in design success.

It is simple and it is truth. Good graphic design increases sales. Good design is worth the price. 

Transition-Marketing-Services

Transition Marketing Services. Our passion is educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how were doing or if you have any questions. TRANSITION MARKETING SERVICES – Small Business Marketing Specialists.

Business, Service & Product Names

"Hmm what should we name it?"  "I don't know, what do women want?"

“Hmm what should we name it?”
“I don’t know, what do women want?”

What is in a name?

We weren’t going to post today, but this was just too good.

Every once in a while during our daily internet browsing, we will come across a post or image that provokes thought and spurs us into action. In today’s case it was a post on Reddit by user “jdtreddit“. The post (on the left) was such a blatant example of the type of basic thought processes involved in marketing, that we had to share.

You can actually imagine the conversation as it took place on the marketing team:

MEANWHILE AT THE HERBAL ESSENCE MARKETING OFFICE

Adam: “Alright guys we have a new shampoo product that needs branding. It’s designed for women. It’s pink and smells like lavender. We need a name, GO!”

Terry: “Lavender Love”

Adam: “Dafuq Terry why do you even work here, this isn’t My Little Pony! Who else?”

Jonesey: “Apparently Acai berries are very in right now, we should reformulate”

Adam: “Darn it Jonesey, we reformulated to Lavender last month when you said that was the next big trend, Engineering will have my head if i reformulate again”

Jonesey: “…”

Adam: “C’mon people we need a name, what are women looking for?”

Terry: “Sex!?”

Adam: “That’s it Terry you’re fired! who else?”

Malcolm: “Equality?”

Adam: “Yeah like that’s going to happen, c’mon here people, give me something!”

Michael: “Relationships?”

Adam: “I like it, but not enough, flesh it out, what else?”

Terry: “Sexual Relationships!?”

Adam: “TERRY! I said you were fired… someone get this guy out of here!”

***SHUFFLING***

Malcolm: “Reliable Relationships?”

Michael: “LONG TERM RELATIONSHIPS!”

Adam: “Bingo! We have a winner, Terry write this down and get it over to design asap!… Terry? Alright where did Terry go!?”

-END SCENE-

Alright so that probably is not EXACTLY how it actually went, but it is 1:00pm on hump day and we have had a lot of coffee. That fact is that a pile of research goes into the names of just about every daily product we use. Whether to use “Purple or Lavender” to name it the “Camry or the LE-3” etc. Product and services are given their names based on what is perceived to be a draw to consumers.

In the example above, we see a rather hilarious nod to this process. Someone somewhere realized what many women (and men) are looking for and went straight for it. One sees this sort of “4th wall breaking” advertising action more often with smaller, service oriented businesses than they do with multi-product-line corporations, who generally try to play it safe.

Small businesses with niche clientele are safer in choosing “ironic” names or names steeped in hyperbole. They choose names that matter to them and that they think will appeal to their specific customer base. Corporations on the other hand will almost always tend to go with more generic “Lavender Love” names.

So what is in a name? How do you choose to name your products and services? are you quirky or corporate? Both have pro’s and con’s. Your product names needed to be tailored to your specific type of business and the customers it applies to.

First impressions matter and your business, service and product names are an enormous part of that. To put it into perspective, I would probably visit a pub with the name of “Three Drinking Buddies” but would avoid a software company of the same name.

Transition-Marketing-Services

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

 

 

Pinterest In A Nutshell

Pinterest-Comic

Pinterest In A Nutshell

Just like Facebook and Twitter before it, Pinterest is garnering a ton of attention from individuals and businesses alike.

So what is Pinterest? It is essentially a site that allows you to pin images of your likes, dislikes, interests etc. to an online “board”. The images can be linked directly to various websites as well.

Users can “re-pin” other users pins from one online board to another, thus sharing the content and website links quickly and efficiently.

This clever little comic we found online illustrates it quite nicely.