Interesting article on how we have moved from the “early days” of blog entries, to shorter Facebook posts, to even shorter Tweets, and now, basically no words with social media sites like Pinterest and Instagram. The question poses an interesting advertising conundrum of communicating a brand relying on the visual image rather than the written word. Curious to see how this evolves in the next few years.
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I came across a phrase recently that caused some professional self-reflection: “Don’t waste a good recession.” Consider the deeper meaning behind those few words.
Everyone is waiting, watching, wondering anxiously when the next shoe will fall, or even if it will fall. We have seen some businesses pull up the welcome mat and huddle behind their walls waiting out the storm. We have watched others take advantage of the recession and see the glass as half full.
While we do not subscribe to the philosophy of overspending wildly on marketing, (yes, you heard it from a marketing firm!), history tells us that those who continue to spend strategically on their marketing efforts will not just stay in the game, but be far ahead of their competitors when the economic pendulum swings back.
But that is the key concept: Spend Strategically. Don’t waste a good recession on doing the same old things the same old way; work with people who can give you a fresh perspective on targeting your customers.
Basically, all the things you ignore when you are too busy in the good times are things you can and should do now – upgrade software, revamp your website, overhaul your internal processes, conduct research about your industry and your target markets.
Take advantage of the downturn and make use of these extraordinary times to become an extraordinary business!
One of my new marketing colleagues, Steve Dilley (a motion graphics designer) recently sent me a link for a video that showcased a young (well, young by my terms) designer from Poland who has made incredible changes in the communications field in eastern Europe. Jacek Utko is a Polish newspaper designer whose revamping of newspapers in Eastern Europe have not only won world renown and awards, but have also helped increase circulation of those publications up to 100%. His discussion is “Can good design save the newspaper?”
Jacek has transformed boring, unread newspapers in the former Eastern bloc, by the redesign and re-thinking of the content. These papers have achieved STELLAR increases in circulation (translation: more money).
Design saving a media tool? Design saving a business industry many have said is beyond saving? In Bulgaria, Estonia, and Poland? Something to ponder – how smart strategic marketing and design is changing the fortunes (literally) of business. We hear a lot lately about major newspapers failing in the U.S. Just wonder what would change if really innovative and smart design with marketing entered into the prescription.
“Design coherent with strategy and content can be used as a tool to completely change the product, the process…” Wise words from Utko.
Utko notes that design was only PART of the process. He explained how he borrowed from Architecture regarding how form and function make a strategy (hey, there’s that ‘strategy’ word again!). The story itself is worth watching – it is inspirational if nothing else.