Sorry Kermi, now it is easy being green
January 28th, 2010When Kermit the Frog sang, “It’s not easy being green,” little did he realize how misinformed he would be. Muppets aside, it is an environmentally conscious world and growing more so with each passing day. Blink if you’re aware the Green Movement has a starring role in today’s business climate at every turn. And, the promotional products industry is certainly no exception. Eco-friendly or “green” is cropping up in every product category. It is all the rage. Not a day passes that my e-mail and snail mail are replete with items made from recycled and biodegradable ingredients. More and more, you are not paying a premium for living in a greener pasture for the best of both worlds. Companies that want to be portrayed as eco-friendly have quickly realized that their commitment to a cleaner earth is essential, heralding environmentally and socially responsible business practices. And further that the ad specialties they use to promote and create awareness are manufactured in plants that the amount of energy they use or the volume of carbon emissions they release into the environment are diminished.
In the wearables arena, organic apparel is growing. Everything from polo shirts, jackets and hats made from recycled plastic, coconut fiber, bamboo and organic cotton are quickly becoming plentiful. Plus, an array of products from pens to reusable bags and lanyards to notepads are being made in eco-friendly forms. If your company or non-profit is concerned about an eco-friendly image, the future truly is now. There are numerous examples of those who have already wholeheartedly embraced promotional products that even the great Mother Nature would approve of.
A natural foods company asked consumers to submit designs for organic shirts. These cotton shirts were definitely in line with company values, engendering a circle of trust and purity. A health care provider handed out green products at a yearly sales summit including an organic t-shirt. The strong message—‘we’re not just paying lip service to our commitment to green marketing’. Another company planted trees and gave out aluminum water bottles to demonstrate their eco-friendly stance. Even a fast food restaurant converted to organic shirts as well as recycled cinch sacks and pens to accentuate environmentally responsible traits.
Going green can be incredibly simple, given the plethora of eco-friendly products in almost every promotional category and many more on the way.
So see, Kermit, now it is easy being green.
Posted in Kaufman Advertising No Comments »Brand name wearables for employee recognition programs are surefire!
January 25th, 2010Mention Reebok, Nike, Adidas, Timberland, Cutter and Buck, Champion, Dunbrooke, Izod, Dickies and Weatherproof … watch eyes open wide and yes, smiles break out all over the place. No doubt about it, people relate to higher-end brands. Especially if they’ve seen them in their favorite retail stores. And no matter the kind of recognition program—i.e. safety, productivity, employee of the month or other— there are a host of benefits that relate to your company’s well being. Age, gender and even income level will have an effect on the recognition process. Gen Xers concerned about how things will help them personally will react differently from baby boomers that are more flexible in their tastes and style acceptance. But, the common thread among employees is that branded apparel always gets kudos and generates a stand-up-and get-noticed theme. And, as long as people don’t feel like walking billboards, they will proudly wear their tastefully placed company logo on their left chest, sleeve or back. Polos, sportshirts, jackets and fleece are recommended rewards that will elicit pride and insure wear-ability. Generally speaking, the bigger the accomplishment, the greater the award. Add special/elegant packaging and presentation such as a box with custom-designed tissue and gold elastic bands and you’ve further enhanced the perceived value and special nature of the gift. Working side-by-side with a promotional products expert like Wear It’s At will help you cover all the bases and create a cohesive, budget conscious program featuring major brands that truly recognize achievement and promote notoriety among your minions.
Posted in Kaufman Advertising No Comments »Why direct to garment printing may be a great alternative to screen printing
January 19th, 2010You need fantastic-looking decorated t-shirts, polo shirts or sweatshirts. Maybe you have a full color design and maybe you only need a few for a trade show or other event. You’re thinking silk-screening. But there are several factors that may dissuade you. First, you need to set up the screens at about $15.00/color/screen. Then, there’s the running cost. Generally, you’ll get killed if you print less than a dozen. Not to mention the time factor if you need them quickly. The solution is here. It’s called DTG or direct-to-garment and it’s the latest wrinkle in the evolution of decorating. When I attended the NBM Show in Baltimore, featuring sign & digital graphics, printwear and awards and engraving, digital printing was prominent and prevalent. My eyes opened widely as I saw a way for my clients to use the direct-to-garment technology to get low quantity, full color and fast turnaround….all at a reasonable price. Digital printing machines hook up directly with a computer, so there’s no screen set-up required. It’s a flexible, versatile way to handle many kinds of your apparel decoration requirements. And whether you need light or dark colored wearables, the result should be equally crisp and vibrant. Of course, it’s a close representation of the art supplied. Truly, a “WYSIWYG” what-you-see-is what-you get situation, somewhat similar to printing from your monitor to a color desktop printer. But bear in mind, you are printing on material, not paper. Files can be supplied in many formats including: .tiff ; .psd ; AI ; and .cdr. The only drawbacks you may encounter is that 100% cotton apparel is recommended. Also, text and fonts that are smaller than 14 point may not print clearly. A left chest imprint is likely to be around $7.00 each for quantities 1-11;full front or back up to 11 x14” will cost about $10.00 for the same minimum quantities. Should you want a full color sample, it should run you about $20.00 and give you added peace-of-mind.
Recently, Wear It’s At utilized DTG technology to beautifully satisfy the need for a single polo shirt for a school administrator’s program as well as staff tees for a local gym. DTG has wide-ranging application for both novelty, personal/family and business-related projects. Your promotional products professional can help you make the call when it comes to traditional screen printing vs. DTG.
Posted in Kaufman Advertising No Comments »Do you really need brochures in the internet age…hmmmm??
January 13th, 2010The veritable brochure has been a staple in the advertising industry, for forever. Well, times change and I wonder out loud why anyone would need a brochure in this great internet age. After all, a brochure is one dimensional. You can’t very well add streaming video or audio or make visuals do tricks and dazzle like zooming in and out, changing color or shape of type and photos. Guess today’s motion crazed, bells and whistles demanding brains can’t justify reading a boring brochure, right?
Not so fast kemosahbee. Believe it or not, brochures are still being produced and coveted. Albeit not nearly at the pace of even 2 years ago according to research at various printing sources. Go to any car dealership, local bank branch or your doctor’s office and you’ll still find brochures in the rack. Visit an apartment community or new housing development and you’re likely to find a brochure with floorplans, site plan, and the like, characterized by pocket folder and inserts. My agency has done tons of these brochures over the past 26+ years. Maybe corporate capabilities brochures may have seen their heyday, but companies like those in the plethora of consumer and business-to-business fields still feel a need to print at least a moderate quantity to be mailed or presented as a leave behind after a meeting. It lends credibility and stability to the decision process and creates a degree of separation from the competition. I also know, first hand, that the steady stream of printed catalogs from promotional product suppliers still fills my vertical file drawers.
Maybe I’m a Cro-Magnon, but I think (and hope) there’s still a good reason to produce and print brochures. I’ve always thought of brochures as telling acaptivating story in a very creative process which involves the close collaboration of talented and experienced copywriters, graphic designers/production specialists and printing purveyors. You start with the premise of cooperation between words, graphics and stock. Writing copy (narrative) that’s compelling. Brainstorming a crisp, well-crafted layout design for the cover and inside pages that flows via use of typestyle/pattern, color and graphics to establish the desired look and feel. The image is further enhanced with the kmnowledgeable use of stock (paper) and other smart accoutrements such as die-cutting, embossing, debossing and foil stamping. Personally, I love going through the numerous stock swatch books with clients and choosing sleek coated or uncoated paper appointed with a linen, laid or other textured look to convey the perfect image. Tell me how you get that from a computer monitor. Of course, many are happy to save the costs of producing and printing the brochures, opting to add PDF’s to their website which can be easily downloaded and printed to the desktop Epson or HP color printer. Great idea, but it can really lose something in translation…don’t you think? I say, what the heck, invest in the brochure, too, and have the best of both worlds….hmmm.
Posted in Kaufman Advertising No Comments »How can incentives help your business?
January 7th, 2010Incentives and premiums, especially those that use non-cash rewards can have a significant effect on improving overall business value, from employee engagement to customer satisfaction to the your bottom line. In a down economy, incentive programs can have multiple benefits such as: help boost sales, improve employee engagement, improve customer service and satisfaction, reduce absenteeism, increase employee retention, improve safety records and reduce insurance costs.
Wellness programs are especially popular. Research indicates that there is a 3.65 to 5.8% return on investment for every dollar in smoking cessation, weight loss, stress control and cholesterol reduction. There is a very strong cost-benefit correlation between company and employee. Employees who complete these kinds of profiles are most likely to participate in the program. One program might include a point system which rewards participants for taking steps to improve their health including joining a gym or participating in a local 5K run or walk for life. The points accumulated can then be redeemed for certain merchandise which may be printed in a simple brochure or listed on the company website.
Another trendy program type entails safety incentives. Again, a points based system awards employees for improving their safety record in the workplace. If everyone of a particular team achieves a clean, no accident record, additional points are awarded. This encourages people to be more pro-active and accountable when they see an accident about to happen. Instead of snickering when co-worker Scott is about to fall off a ladder or trip over a misplaced piece of equipment, they’ll run over and warn him of an impending accident. The safer workplace can result in enough points to earn a Callaway Driver, Sony flat screen TV, Bose Wave radio, TomTom GPS or other sought-after brand name merchandise.
Employee recognition programs are another great way to thank people and show that they are valued and appreciated. In these troubled times when companies are being forced to downsize and freeze or even cut compensation, incentives can go a long way in boosting morale and retaining company loyalty. Maybe there’s no longer a gold standard for 50 years of service, but a simple lapel pin, well-designed plaque, acrylic/glass/crystal award, desk accessory, watch/clock, chocolate or food gift, unique mug/drinkware, shirt, sweater/vest, jacket or tie might engender the desired effect. These items will typically have the company logo in engraved, screen/pad printed or embroidered form. The additional of an employee idea program where employees are engaged and encouraged to submit/recommend new products/services or suggest ways to become more efficient and therefore cut costs, can reap all kinds of benefits.
Incentives are all about changing or recognizing behavior. Motivation tools can take numerous forms, from gift cards and travel/vacation enticements to great gifts and consumer products. Developing an on-going, effective and efficient program takes planning and considerable for-thought. Consider outsourcing to an incentive professional or promotional products consultant for name brand premiums and corporate recognition recommendations and proven program ideas that are ROI rich.
Posted in Kaufman Advertising 3 Comments »Logo Logic…What’s in the rhyme and the reason
January 6th, 2010In the marketing world, a lot of attention is paid to the concept of “image”. This holds true for an individual product or service and on a corporate level as well.Researchers know that perception can be vastly different from reality. When faced with this difficult task of communicating to clients and customers exactly what benefits they’ll derive from using their company vs. the competition, one way is through their logo. Often called “corporate identity”, part of a logo’s impact comes from repetition…seeing a familiar symbol on a continual basis. Every company, branded product or service needs a logo design for this vital purpose.
After being involved in the logo development process for well over 30 years, I feel that they don’t have to be difficult or painstaking. But, sometimes people go out of their way to make them so. Believe me, I’ve had my share of nightmare scenarios. Take the case of a bank vault company that had not a clue of what it wanted. This resulted in a literal wall full of designs involving every designer in the agency with round after round of ideas being rejected and criticized, even after continual dialogue and discussion. Or a builder/developer who after seeing numerous concepts called late one night to say he wanted his logo to look like the “Lexus” symbol. Or the mortgage company that went to an internet factory like “Logos ‘R Us” and after considerable frustration and teeth gnashing asked us to create their logo. Other logo creations have gone extremely smooth with a normal development process. Suffice to say, it is a co-operative effort, a veritable “meeting of the minds” between client and designer.
A well-designed logo is memorable, legible and recognizable. It reduces and enlarges with ease and can adapt to everything from a small ad/e-mail to a gigantic billboard or display. Because logos are everywhere, it is essential for a logo to have meaning and integrity. In the mind of the consumer, it must convey such important perceptions as: value, leadership, and innovation. To build such an image, the graphic designer must use all the tools at their disposal including fonts, color, placement, size, pictures and design motifs. Skilled designers know that some logos require a sense of movement, some need the strength of bold lettering and others need soft pastels and lines that are more rhythmic and flowing as opposed to having sharp angles.
I think the most fascinating thing about many of the most popular, albeit memorable, logos is that they don’t rely on any basic elements to achieve their goals. For example, McDonalds iconic golden arches, Apple’s hip apple graphic, Coke’s unmistakable typeface, Goggle’s fun look and appeal, and IBM’s strong, bold corporate image. And, while there’s no etched-in-granite approach, you’ll have to think out what you want your logo to convey in very specific terms.
One thing that is very helpful is to describe the goals you’re shooting for in a logo design. What kinds of feelings should it evoke—strength, warmth, performance? Sometimes this is a nebulous exercise. Nonetheless, giving the designer some path of guidance and setting goals in words does help set a focus before the initial process begins. By all means, if you’ve seen a logo you particularly like, furnish that information. Not for exact duplication purposes, but to establish a style or concept that appeals to you and is relevant to your product or service.
Logos often times can fall in categories including, but not limited to:
Image– which are comprised of non-textual elements
Text—which is a wordmark with stylized typeface only, think Microsoft
Image with Text—probably the most common design incorporating both
text and graphic depiction, think Wachovia
Logo with Slogan—custom design with a slogan or tagline incorporated,
think Allstate with “You’re in good hands”
Here’s a basic questionnaire, which may serve as a great starting point:
Must Haves—specific color/color scheme; particular typeface, i.e. serif or san serif, graphic(s), slogan or tagline incorporated, etc.
Style— descriptions may range from cutting edge/ modern, old fashioned (traditional)/retro, fun, warm and fuzzy, cartooned, corporate/professional,
Etc.
Examples—what turns you on or off about other logos you’ve encountered
What the logo process typically entails:
Preliminary Designs/Initial Drafts—after completing the questionnaire and discussing a semblance of direction, initial concepts are submitted for review and critique. Logos are almost always desktop published in a program such as Adobe Illustrator which offers flexibility in type treatments and artwork. Proofs are sent via a PDF file to be opened and viewed in Acrobat
Revising/Modifying—sometimes elements of one logo are blended with another or new concepts are introduced if the preliminary ideas are deemed to be totally off base
Finalizing—once the logo design has been chosen, it will be delivered in the desired formats such as:
EPS or TiFF– for ads, printing, etc.
Web—GIF or JPEG
Screen (other than the web, like for presentation—GIF, JPEG, PICT, PNG, Bitmap
Knowing the difference between a print and web logo:
Print logos (often called “Vector” art) are a much higher resolution to be saved in standard print file formats. By creating in this format, logos stay sharp and clean
even when substantially enlarged
Web logos require a much smaller resolution since they’re only displayed on screen and can be sent directly through e-mail and available for immediate download. Bear in mind that since these logos have a small file size, they are not meant for printing, as the quality will be blurred, rough looking and jagged when reproduced on paper
What will a logo cost?
Interesting question. Answer could be how high is up. The competition is fierce and varied. Armed with a computer and some software, honestly anyone can create a logo. Depends on your level of acceptance and tolerance– from my sister Sally used to draw cartoons in camp to my friend’s niece is taking an art course in high school. Plus, there are literally thousands of logo designers with pricing that will vary wildly. The advent of the internet has brought domestic as well as oversees practitioners who will create a logo for a song, maybe $100 or even less. Typically, these companies/individuals have a cache of logos in their arsenal which they can send almost at will. You may very well be buying off the shelf, from designs rejected by others. I can’t dispute that some of the work is quite good. Obviously, this has brought down logo costs. But I don’t feel that $500-$1000 is unreasonable for a distinctive logo by an experienced, accessible, perhaps local graphic designer or ad agency. Certainly, it is a matter of choice and budget/ finances.
Bottom line. Logos require utmost knowledge and understanding coupled with patience and flexibility as a straight line to success. What’s you logo logic?
Posted in Kaufman Advertising No Comments »Signs of the Times
December 15th, 2009Signage has always played an integral role in merchandising and marketing. The main objectives of signage are, naturally identification and direction with certainly an image component. And, like most elements of today’s sophisticated marketing process, signs are a true reflection of the times. The revolution is underway and going strong into the second decade of the 21st century. Electronics, in the form of digital production and printing, is king. The age of the ”sign painter” is fading into ancient history. Computers equipped with powerful software, wide format printers and skilled computechs now aid in the majority of design.
At a recent East Coast Sign Show held in Atlantic City, New Jersey, the signage variety and new techniques were absolutely mind-boggling. Everything from electronic billboards and displays to new types of illumination using semiconductors to distribute light on thin, flexible ribbons were on display. Peripherals such as vinyl cutters for lettering and logos, as well as devices, which carve designs into wood, metal and plastic substrates with precision are the latest tools of the trade. Vehicle wraps are another innovation, representing the future of outdoor advertising. Cars/SUVs, Buses/Trailers, and Trucks/Vans print messages and images in high quality, scratch resistant and removable adhesive backed vinyl.The vinyl material produced on large format digital printers are applied to the vehicles and conform to the body surfaces. Wraps are often mistaken for high-end paint jobs, which cost thousands more.
Here are some tips for creating more successful signage:
• Get type and graphics as big as possible, given your space limitations.
• Keep the signs readable at a distance by simplifying verbiage with only the most important information.
• Well-designed landscaping and/or berming go hand-in-hand with a comprehensive signage program.
• Consult with a site planner, landscape architect and marketing professional to seek advice on placement and overall intent of the signage. Have them submit design concepts in color comprehensive form, even project signage in a virtual reality setting
Like every other element in your merchandising and marketing, take time to plan your work and work your plan. And, always think in terms of advanced technology to achieve your signage goals and objectives.
Posted in Kaufman Advertising No Comments »Uniformity Can Lead To A Successful Image, Part 1
December 4th, 2009
My earliest recollection of uniforms were those guys dressed in crisp Texaco shirts introducing Milton Berle on his popular TV show in the 1950’s. Obviously it made an impression on me. Fast forward tothe present and uniforms have become a mainstay if not an essential ingredient for projecting a cohesive image in the vital “branding” process. Similar to brochures, ads, website and other cohesive marketingdevices utilized by successful companies around the globe, the trend is definitely toward consistency and professionalism in all aspects of corporate identity.
Everyone from restaurants to health care, property management companies to businesses of every stripe need to represent the integrity and image of their product or service. All employees from top level executives to support staff and maintenance/custodial should be dressed with consistency. For example, dress or casual shirts—polos to collared button downs– in an appropriate corporate color and style characterizing your image. Add matching or complementary pants/skirts with sport jackets/blazers. Also consider distinctive ties/scarves, sweaters, vests, fleece, jackets, other outerwear and appropriate headwear for a cohesive look and fashion appeal. Of course, all apparel should display a corporate or product logo and/ or web address, which can be embroidered or silk-screened on the front chest, sleeve or back of the wearable. Staff uniforms can run the fashion gamut from casual for dress down days to more formal depending on the corporate environment.
As far as color and fabrications are concerned, you can generally find wearables to match your corporate/product colors in soft, breathable cotton or easy care blends of cotton and polyester as well as 100% wool or microfiber. Bear in mind, that many tops are unisex, but the trend is to offer men’s styles and coordinating women’s styles with a more feminine silhouette.
Bottom line, you need not spend a fortune outfitting staff. The essential part is to convey an image of professional management and consistent, caring appearance both internally and extended to your external publics. Always consider consulting and brainstorming with a professional in the industry for the latest and greatest in standard and custom-designed uniformity.
Posted in Kaufman Advertising No Comments »Using Calendars To Promote Corporate/Brand Identity
December 1st, 2009From the earliest days of advertising, people have continually been seeking new and different ways to call attention to their products and services. It wasn’t long until the calendar, the original promotional product, became the obvious choice of business and industry alike.
Calendars provide a continuous, targeted marketing vehicle for just pennies a day. They are needed, wanted and used for an entire year. They put your message on the walls and desks of those who will keep you in sight and in mind 365 days each year. Calendars can support an overall marketing program, serving to enhance and amplify your brand and image all the while. Providing calendars can give your corporate brand/image more arms, legs and personality by adding them to your marketing mix. They speak directly to your target market,telling a story though words and pictures to a specific core audience. From research, message retention is very high. Your message has great reach, measurably extending your Return on Investment (ROI). You can add a variety of custom options such as coupons and special offers, giving the calendar a valued added element. Best of all, a high quality calendar will be welcomed as a gift, a token of sincere appreciation on your behalf. The sense of good will created is immeasurable.
Calendar solutions come in all shapes, sizes, subject matters, and practicalities. Whether serious or whimsical, historic or inspirational, you can find something that suits a particular theme or image. One clever use of a calendar has it incorporated into a mouse pad format.
The uniqueness and versatility aspects of these calendars can bring notoriety along with a rush of phone calls for additional copies, effectively spreading the wealth, so to speak. Create your own special calendar by using descriptive copy and one-of-a-kind photos such as personal, employee, pet, company facility/capabilities, local attraction/historic area and the like. Make your calendar a definite keeper by using creativity and imagination. Consider enlisting help from employees or your marketing professional.
In essence, calendars can prove to be a beneficial, valuable and low cost means of conveying your message. Try teaching this very old dog some 21st century new tricks and reap the rewards.
Posted in Kaufman Advertising No Comments »Why I love Radio- 2
July 21st, 2009I wrote lots of radio spots in college at Temple University. Some actually got recorded and were used to play for prospective employers. My first professional commercial was written for the John Wanamaker department store in 1974. The copy chief approached and asked if I could write a radio advertisement for a mattress sale. I developed a character named the “great insomniac” who couldn’t seem to find the right mattress
for a good night’s sleep until he found John Wanamaker.
Insomniac: Every time I lie down, I feel like I’ve fallen in a well, sinking deeper and deeper.
Interviewer: Have you tried John Wanamaker?
Insomniac: What? Another Doctor?
Interviewer: No Silly! John Wanamaker. It’s the only place in town with 25-50% off
Sealy, Serta, and Sterns & Foster mattresses and box springs…
The commercial was recorded at a local Philadelphia radio station and utilized a pair of veteran actors, a male and female, who really brought my words to life and added just the right sense of humor. I was thrilled and honored for the opportunity to create my first professional spot and felt even more elated when told that the commercial sold lots of bedding. Frankly radio has always been my favorite advertising medium. I thoroughly enjoy conceptualizing and Imagineering radio commercials. You often times write with a particular male or female voice or character sound in your mind’s ear. Then, think about the music or sound effects that will make the commercial flow and command attention by cutting through the radio clutter. My agency has produced hundreds of radio spots for diverse clients including car dealerships, retailers, law firms, apartment communities and new housing developments. I’ve also created custom jingles with original lyrics and music, which establishes a branding/awareness/lead generation campaign and extends the remembrance factor through a familiar-sounding tune and tagline.
Jingle for an insurance company, targeting an ethnic community went something like this:
“Turn to Tremple for insurance for your car. Turn to Tremple, now matter how you travel
near or far. We’ve got service that’s fast, no punk, no jive. Temple is the best car insurance alive. C’mon and turn to Tremple, we’re always at your side!”
As for radio research, placement and coordination, obviously your product or service needs to targeted to the right potential consumers. In my experience, talk and all-news stations seem to have a more direct connection with the audience as people are more attentive and actively involved as opposed to music stations which are more passive.
Radio should be bought for quality as well as by the numbers. A prime example is a classical or jazz station whose ratings are comparatively low, yet attract a sophisticated, upscale market. With radio’s need to be more dynamic, stations now have incorporated an internet component to further enhance the listener’s experience and drive traffic to your website in a push and pull marketing effect.
I personally still love radio and feel it can be used effectively in the marketing mix along with outdoor, direct mail and other forms of conventional and internet/social marketing.
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