Watch for Ways the World Will Market FOR You
By Kim | August 26, 2008
I’m not sure how it happens. I truly don’t give the Olympics a second thought as they approach. Then. Suddenly. I spend night after night watching remarkably fit and focussed youngsters (mostly) performing their feats. Funny, the things you begin to notice.
Just as I wondered aloud if the spike-tastic beach volleyball stars, Kerri Walsh and Misty May-Treanor, were sporting Kinesio Tape, one of the announcers answered my question. Yes! The athletes were showcasing a variety of colors and placements for the therapy technique. Check out this boldly taped wave to the cheering crowd.
Next day, I confered with Grotto client Dr. Deanna Minkler who offers the muscle therapy at Sauganash Wellness Center. Sure, she was glued to the TV that week, too. I encouraged Dr. D to put a piece in her next e-newsletter talking about why the gold medalists were using the wacky-looking tapes. It’s one thing to mention different options to your clients. It’s quite another when a relatively new or lesser known service is broadcast around the world for you!
You never know when an idea or a service begins to reach the next level of awareness or buzz. If you are keen to grow your business, keep an eye out for how others can illustrate the benefits for you. It always helps when you can say “did you see how these winners used it? Ask me for more info!”
Topics: Grotto Clients, Marketing | No Comments »
A Delightful Fontasy
By Kim | July 31, 2008
To most, the world of typography is essentially invisible. We read, we write, we see letters of several styles and sizes pretty much all day…in work, ads and right here right now! But the underlying personality that the fonts convey can be rather a mystery to all but the designers and the production savvy among us. If you’ve ever even casually wondered about the life of a typeface, peek in at the Font Conference as they assert their values and lifestyles. (Note: Video clip is housed at CollegeHumor.com, so let that inform your viewing.) Keep in mind what character you’re evoking when you style type in that next document.
Topics: Communicating | No Comments »
Gearing Up for the Evanston Bike Race
By Kim | June 26, 2008
Downtown Evanston, Illinois, will once again host the Evanston Northwestern Healthcare Grand Prix of Cycling. Yea! Mark your calendars for Sunday, July 20, 2008: The main streets of our town will be closed to car traffic as elite amateur and super pro cyclists zip around the course at 30+ mph.
Last week, the Grotto team worked with title sponsor Evanston Northwestern Healthcare to present a press conference announcing the race and all its features. The inestimable Mayor Lorraine Morton shared her enthusiasm for last year’s thrilling event: ”People who came were overjoyed with what they saw!” Cyclist and Evanston resident Paul Swinand was equally psyched for the 2008 race: “Local cyclists appreciate having a race close to home for the first time” and noting that this year’s Grand Prix could easily be “better than any other race in [the International Cycling Classic’s] SuperWeek.”
Come out and join us for a fun fest that includes a dance party with live music during the 3pm intermission (before the pro races begin), as well as kids bike races. We love promoting this event and invite everyone to come down and see what all the excitement is all about.
Topics: Grotto Clients, Our Company | No Comments »
Remodeled Web Site Shows Its True Dynamic Colors
By Kim | June 13, 2008
Announcing another new web site redesign from Grotto Communications. The team at Dynamic Colors Inc. wanted to improve the branding of their web site, tying it into the company’s color scheme and showcasing their successes. Their new web site keeps copy succinct while links to photo galleries provide images of the company’s expert painting and remodeling work.
Topics: Grotto Clients | No Comments »
Rule #1: Put Your Web Address on Everything
By Kim | June 2, 2008
Have you seen print ads or listings that tickled your interest only to notice no web address is provided? No matter whether you sell widgets to consumers or highly specialized consulting services in a vertical market, do not neglect to put your web address on pretty much every single thing.
More sophisticated corporations not only provide web URLs, but create special addresses for what are called “landing pages” to help them track how many people are seeing that marketing message and acting on it. Small businesses and not-for-profits must at least adopt the basic rule to pepper every bit of marketing and correspondence with the friendly “www+”.
This simple task may seem obvious. If not, here’s just a hint of the research that is making it a business necessity, perhaps more powerful than even having a phone line. Online Media Daily has summarized an advertising study by the Magazine Publishers of America in which they confirm that “ads with Web addresses were up to three times as likely to drive readers to a Web site, depending on the magazine category.” That’s TRIPLED. Data like that means displaying your URL everywhere should be as ubiquitious as signing your name on letters and email.
Topics: Marketing, Uncategorized | 1 Comment »
Keeping It Fresh: Watching Language Evolve
By Kim | May 29, 2008
Frankly, I can weary of new words bandied about by, let’s face it, marketing departments and gurus and the like. The slangfest can get pretty odd. The whole IBM “ideation” situation leaves me with a serious case of the eye-rolls. But we need to keep those eyes on how people (colleagues, clients, youngins) around us are really using language. The key to communicating — and marketing — effectively is understanding how your audience talks and walks and hears and reads.
Now, there’s a place to keep track. Check out Word Spy. This little gem of an aggregator minds the words and phrases store for you with entries explaining the thing and showing journalistic examples. It’s not just the latest cutesy term some inter-web scribbler just thunk up, but connects to real-life situations and feelings.
Like last weekend, when my friend said their summer road trip was on hold since the gas prices for toting a family of five was blowing the budget. Lo and behold, seems they may be taking a “staycation,” slang for ”stay at home vacation” according to a recent Word Spy entry. My neighbor used the word just days ago, clever gal.
Keep up to stay in sync with your audience. Just exercise caution to make sure any industry jargon maintains it’s appropriate pea-sized allotment.
Topics: Communicating, Marketing | No Comments »
A Toast to Rauschenberg
By Kim | May 13, 2008
Sadly, one of my favorite artists passed on today. Robert Rauschenberg’s “combines” of imagery and color often conveyed moving social commentary but the blurred layering effects and washes resulted in a velvety-glove presentation. I have always found his work to be intellectually stimulating and yet somehow gentle — even with visions of military helicopters or other birds of prey crowding the seams. After reading his obit today, I found this RR quote on the Rauschenberg wiki: “It is impossible to have progress without conscience.” A wise sentiment and one that his work embodies.
Thank you Nelson-Atkins Museum of Art in Kansas City for showing me my first Rauschenberg works.
Topics: Uncategorized | No Comments »
Salon Ifkowitsch Gets a New Face
By Kim | May 13, 2008
This week, we are delighted to announce the launch of the new web site for our client Liz Ifkowitsch of Salon Ifkowitsch in Chicago. Liz wanted the site to reflect the fresh look she gives her clients with her facials and other skin care/anti-aging treatments. The mellow seaside palette and soft waves of color evoke the same calm and relaxing vibe of her private office where you can leave your worries (and some of your wrinkles) behind.
Topics: Grotto Clients | No Comments »
Mehvehzeh? Mdvdz? Medvedev!
By Kim | May 8, 2008
Anybody else spend the morning trying to pronouce the name of Russia’s new president? Ok, maybe just me. Even listening to it again and again in the radio news reports of his coming out party, I just couldn’t get (gyet?) the hang of it. Putin. No problem. Yeltsin. Fine. Medvedev?
Actually it looks better, easier in print. Reminds me of the legion of whimsical names cropping up for new Web 2.0 applications, like Zenbe (an email wrangler), Zenmanta (blog assistant), Zhura (screenwriting tool). These new catchy monikers can be hard to remember or roll off your tongue at first. But branding is a funny thing. The uniqueness can pay off, if the word/name is sticky enough. How long did it take you to use “google” as a verb?
The best thing Medvedev has going for his new “brand” of presidency is that this name is undeniably Russian. Broadcasters will rehearse the consonants and we’ll get used to hearing it after a while. The lesson for me (besides the one in not get tongue-tied at a dinner party) is working with what you have. If your company has a name or a service with a funny name or a cumbersome description, sometimes you just might need to repeat, repeat, repeat to let the message sink in with your target audience. Though if reports from Mutha Rusha are accurate, Medvedev has bigger troubles than having us get his name right.
Topics: Communicating | No Comments »
Independent Retailers Earn High Marks
By Kim | April 30, 2008
As we begin our research for remodeling the kitchen, I picked up a copy of Consumer Reports Kitchen Planning and Buying Guide 2008. A section on best buys rated appliance retailers on price, selection, service, etc. Turns out that shoppers scored “independent stores” at 89% and 87% (for small and major appliances) bringing this category in at #2 in both types.
Family-owned and other local and regional companies really know what it takes to keep customers happy. With less spending power than their monstrous counterparts for marketing, businesses like Abt in the Chicago area go above and beyond run-of-the-mill sales operations and offer thoughtful selections and top-notch service.
So don’t worry if the bigger fish seem to be dwarfing your efforts to attract new customers or clients. Small, local and independent businesses still offer real value to the people who want and need their products and services. Folks will remember a good experience even when prices aren’t equal. So keep giving them what they want and minnows like us will keep coming out on (or very nearly close to the) top.
Topics: Running a Business | No Comments »