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Farm Direct Conference

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Creating Promotional Materials

Creating Promotional Materials

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  • Who I am … Energy, steady pace and clarity Masters’ Degree Background in design and with non-profits and teaching at the UW Clear, simple techniques you can apply … anyone can apply if they are willing Love this because it’s the essence of communication … building relationships User-centered Design Social Marketing Welcome to VIP Transformation Workshop Introduction Understand how effective design is cruical to effective – Answer the questions, Why should I care? Why is it important to me? - Put everything in relation to why you need to care. Learn the process of design and the tools for SUCCESSFUL communications - How can you critique your current materials and create more effective promotions Have a lot of Fun - That's why we are here, right? Exercise - Why? I supply information, you supply My Approach -- To the Behavioral Sciences Let's get started.
  • GOAL 1: Dispel Myths such as: We don’t have time/budget to devote to promotional materials Promo material isn’t that important I’m not talented or creative enough to design Anyone can create effective materials isn’t marketing is all about lying? We don’t want to do that! GOAL 2: Learn about the 3D’s of effective communication GOAL 3: Although it’s naughty, learn about design CRAP GOAL 4: Finally, learn how to apply what we learn to a wide variety of promotional materials
  • Blanchard exercise. Why? The most important and valuable tool. Don’t need to have huge budgets and staff, need to know how to tap into resources, make small, powerful distinctions to connect with audience. It starts with attitude and perspective
  • What is user-centered design? Ask them what they have tried and what they want to learn We are going to learn by looking at samples from the pros, why?
  • Emphasize the plan, think of recipes, home building, etc. How would you start? Key’s are efficiency and maximizing return
  • Successful promotions have a defined message to a defined audience. This message gives audience specific details they need. Ask them what they have tried and what they want to learn
  • 15 Ask them what they have tried and what they want to learn We are going to learn by looking at samples from the pros, why?
  • Getting started by Asking the Right Questions Emphasize the plan, think of recipes, home building, etc. How would you start?
  • What are you promoting? Why are you
  • Set up the scenario in their heads, walking past kiosk … Would you pay attention to this? What are your initial impressions? What do you think of this organization? Why do you say what you do? It’s a fact that if your promotional piece is well designed, it’s much more likely to be taken seriously, read, remembered and respected. Unplanned, haphazard, unprofessional
  • Set up the scenario in their heads, walking past kiosk … Would you pay attention to this? What are your initial impressions? What do you think of this organization? Why do you say what you do? It’s a fact that if your promotional piece is well designed, it’s much more likely to be taken seriously, read, remembered and respected. Unplanned, haphazard, unprofessional
  • 15 Ask them what they have tried and what they want to learn We are going to learn by looking at samples from the pros, why?
  • 90% of feeling can take place in an instant. What should design do? DESIGN SHOULD CLARIFY and COMMUNICATE Emphasize the plan, think of recipes, home building, etc. How would you start? Give handout and have them do a hand’s on exercise? We will discuss the secret 7 in depth in a bi
  • What is Design? Design is, by definition, problem solving. You are trying to help someone understand why what you are saying is important. Problem is, we are inundated with messages. Well designed messages get the most attention. Why You MUST Care About Design. Human perception How we see, how we read PGN EXAMPLE AND SHOW GENERIC SAMPLES CRAP >> As we have discussed, design is a planned arrangement of text and images, in a particular manner to convey a particular message Millions of messages Why You MUST Care About Design. 75 - 80 % of human perceptions is visual! 10% of perception is in the eye, 90% is in the brain. Our brains are difference detectors and we are scanners Show how we are scanners.
  • This comes from the planning document Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Contrast – use white space and create a focal point Repetition – create unity by repeating elements Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy Type – use to maximize readability and set a tone Color – use with care to set a mood Images – they are worth a thousand words Other tools are Color -- Font -- Images -- use quality! Look at designs and pay attention to the feelings they generate. Then, look at the color, fonts and images used. Tip and Exercise We will look at each tool individually. However, the all work together. While we are looking at these, think of how your designs rate on a scale from 1 -10. 1 being could use some major help, 10 being it's perfect! Now, let's move onto the first principle -- Contrast
  • Contrast – use white space and create a focal point Repetition – create unity by repeating elements Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy Type – use to maximize readability and set a tone Color – use with care to set a mood Images – they are worth a thousand words Other tools are Color -- Font -- Images -- use quality! Look at designs and pay attention to the feelings they generate. Then, look at the color, fonts and images used. Tip and Exercise We will look at each tool individually. However, the all work together. While we are looking at these, think of how your designs rate on a scale from 1 -10. 1 being could use some major help, 10 being it's perfect! Now, let's move onto the first principle -- Contrast
  • Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Choosing a Theme: What do you want to say to your audience? What impression are you trying to create? There are lots of impressions you can create. What do you want to say about yourself during the time your viewer is giving you their attention? Consider these... How does the design influence your perception of this place? From the User's Perspective What's the tone of your message? Elegant? Elegant with color? Serious/Powerful? Funny? Modern/Fluid? At first, experiment by looking at different choices. Have fun. Then select a ton Then choose one and run with it. Now, let's look at the tools of successful design Contrast >>
  • Be courageous. Make items very different Contrast -- helps give a clear focus to a message Contrast -- helps give focus to a message. It creates a visual hierarchy and makes information easier to scan. Scanning is important because who have time to read? In my opinion, this is the the most important tool. A tip for when using contrast:. DON'T BE A WIMP!!!! Which of these designs has a clear starting point? Which are you more likely to read? Lack of Contrast -- (nothing attracts eye) With Contrast -- (clear where eye should go) White Space When designing your promotional materials, remember to make white space your friend. -- Less is often More. Don't clutter corners. This is a major mistake for beginners. Bad use of Contrast Good use of Contrast Contrast doesn't always mean you must make everything big! Subtle Powerful Now, let's move onto the next tools -- repetition and alignmentt Samples from page64 and 65 70 and 71 74-75
  • Boring, Generic, Uninspiring Contrast -- helps give a clear focus to a message Contrast -- helps give focus to a message. It creates a visual hierarchy and makes information easier to scan. Scanning is important because who have time to read? In my opinion, this is the the most important tool. A tip for when using contrast:. DON'T BE A WIMP!!!! Which of these designs has a clear starting point? Which are you more likely to read? Lack of Contrast -- (nothing attracts eye) With Contrast -- (clear where eye should go) White Space When designing your promotional materials, remember to make white space your friend. -- Less is often More. Don't clutter corners. This is a major mistake for beginners. Bad use of Contrast Good use of Contrast Contrast doesn't always mean you must make everything big! Subtle Powerful Now, let's move onto the next tools -- repetition and alignmentt Samples from page64 and 65 70 and 71 74-75
  • Which of these designs has a clear starting point? Which are you more likely to read? Contrast -- helps give a clear focus to a message Contrast -- helps give focus to a message. It creates a visual hierarchy and makes information easier to scan. Scanning is important because who have time to read? In my opinion, this is the the most important tool. A tip for when using contrast:. DON'T BE A WIMP!!!! Which of these designs has a clear starting point? Which are you more likely to read? Lack of Contrast -- (nothing attracts eye) With Contrast -- (clear where eye should go) White Space When designing your promotional materials, remember to make white space your friend. -- Less is often More. Don't clutter corners. This is a major mistake for beginners. Bad use of Contrast Good use of Contrast Contrast doesn't always mean you must make everything big! Subtle Powerful Now, let's move onto the next tools -- repetition and alignmentt Samples from page64 and 65 70 and 71 74-75
  • Boring, Generic, Uninspiring Contrast -- helps give a clear focus to a message Contrast -- helps give focus to a message. It creates a visual hierarchy and makes information easier to scan. Scanning is important because who have time to read? In my opinion, this is the the most important tool. A tip for when using contrast:. DON'T BE A WIMP!!!! Which of these designs has a clear starting point? Which are you more likely to read? Lack of Contrast -- (nothing attracts eye) With Contrast -- (clear where eye should go) White Space When designing your promotional materials, remember to make white space your friend. -- Less is often More. Don't clutter corners. This is a major mistake for beginners. Bad use of Contrast Good use of Contrast Contrast doesn't always mean you must make everything big! Subtle Powerful Now, let's move onto the next tools -- repetition and alignmentt Samples from page64 and 65 70 and 71 74-75
  • Boring, Generic, Uninspiring Contrast -- helps give a clear focus to a message Contrast -- helps give focus to a message. It creates a visual hierarchy and makes information easier to scan. Scanning is important because who have time to read? In my opinion, this is the the most important tool. A tip for when using contrast:. DON'T BE A WIMP!!!! Which of these designs has a clear starting point? Which are you more likely to read? Lack of Contrast -- (nothing attracts eye) With Contrast -- (clear where eye should go) White Space When designing your promotional materials, remember to make white space your friend. -- Less is often More. Don't clutter corners. This is a major mistake for beginners. Bad use of Contrast Good use of Contrast Contrast doesn't always mean you must make everything big! Subtle Powerful Now, let's move onto the next tools -- repetition and alignmentt Samples from page64 and 65 70 and 71 74-75
  • Be consistent with fonts! Use NO more than 2-3. Don't use multiple borders. Be consistent with design across publications (e.g. use same fonts, colors, types of images in all your design pieces).
  • Repetition Repetition -- helps add unity to a design. Repeat elements in your design (e.g. fonts, colors, bullets, borders, etc.) If using circular shapes, use flowing font, circular images like this design. Be consistent with fonts! Use NO more than 2-3. Don't use multiple borders. Be consistent with design across publications (e.g. use same fonts, colors, types of images in all your design pieces). WHAT TO AVOID Too much repeating, it becomes annoying
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • If something is unpleasant looking, will people read it? NO Don't center align everything. Why? Make designs that are generic and harder to read! Clean lines and alignments are easier to read and more pleasing to the human eye despite what many think - when you say centered just feels right -- it is too safe. Make sure everything on your page is aligned with something else. Now, we've got CRA, let's add the P.
  • If something is unpleasant looking, will people read it? NO Don't center align everything. Why? Make designs that are generic and harder to read! Clean lines and alignments are easier to read and more pleasing to the human eye despite what many think - when you say centered just feels right -- it is too safe. Make sure everything on your page is aligned with something else. Now, we've got CRA, let's add the P.
  • If something is unpleasant looking, will people read it? NO Don't center align everything. Why? Make designs that are generic and harder to read! Clean lines and alignments are easier to read and more pleasing to the human eye despite what many think - when you say centered just feels right -- it is too safe. Make sure everything on your page is aligned with something else. Now, we've got CRA, let's add the P.
  • If something is unpleasant looking, will people read it? NO Don't center align everything. Why? Make designs that are generic and harder to read! Clean lines and alignments are easier to read and more pleasing to the human eye despite what many think - when you say centered just feels right -- it is too safe. Make sure everything on your page is aligned with something else. Now, we've got CRA, let's add the P.
  • COMMON PITFALLS Proximity -- Group like information together. Based on gestalt philosophy, people see in groupings. Limit the number of stopping points and your designs will be more logical and easier to read. Most common with business card, but not the only place. Put like information together. Compare these two mastheads AVOID Don’t put things in corners Put relative info together Compare these two posters.
  • COMMON PITFALLS Proximity Proximity -- Group like information together. Based on gestalt philosophy, people see in groupings. Limit the number of stopping points and your designs will be more logical and easier to read. Most common with business card, but not the only place. Put like information together. Compare these two business cards. Compare these two posters.
  • COMMON PITFALLS Proximity Proximity -- Group like information together. Based on gestalt philosophy, people see in groupings. Limit the number of stopping points and your designs will be more logical and easier to read. Most common with business card, but not the only place. Put like information together. Compare these two business cards. Compare these two posters.
  • Eye Direction
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • SAMPLES FROM WILLIAMS, FROM BLACK
  • Masthead samples
  • How will you distribute. What methods have you used? Give newspaper example from course book.
  • Successful promotions have a defined message to a defined audience. This message gives audience specific details they need. Ask them what they have tried and what they want to learn
  • Transcript

    • 1. Creating Effective Promotions Creating authentic connections with your customers DON STANLEY SUMMIT CTD, Inc. [email_address] UW – Madison Department of Life Sciences Communication
    • 2. Our Goals … Empower ourselves with simple tools for effective communications GOAL 1: Understand your most valuable tool already at your disposal GOAL 2: Get a basic, usable plan for creating effective promotions by understanding the 3D’s GOAL 3: Walk out with the new resources to build your business Ok, let’s getting started >>
    • 3. Your Most Important Resource And how you can quickly tap into it! Why do most businesses, regardless of size or industry struggle with ineffective communications and promotions? Energy management You MUST, more than ever, focus on investing in your connections with your customers Next >>
    • 4. What are promotions? A working definition of promotional materials: ANY MATERIAL (personal interaction print or web) that communicates about your business. Promos should help clarify who you are, what you are about, who you serve and how you help. They should make people want to connect with you. They shouldn’t be done haphazardly and without thought or as an after thought. The basic plan for powerful promotions >>
    • 5. ACTION PLAN: The 3D’s “ A workflow is just that, a PLANNED flow of work ” Move over Martha, we’re following this recipe for success: STEP 1: Define STEP 2: Design/Dictate STEP 3: Deliver/Distribute The plan in motion >>
    • 6. Idea/Need Define/Discover Design/Write Deliver ROI
    • 7. Getting Started: the first D, Discovery “ 15% of your efforts will produce 85% of your results” -- E. B. Deming After starting with the idea or defining the problem you need to solve, ask some simple questions to determine how to use your energy/resources. The most common mistake, what makes good promotions go bad >>
    • 8. Discovery: What most businesses do …
    • 9. Discovery: What you should do! <ul><li>To define your message and your mission start here: </li></ul><ul><ul><li>KEY AUDIENCE: Who, more than any other group, do you need to communicate with? Why do they need this information? Who do you need to take action? </li></ul></ul><ul><ul><li>TARGET ACTION: What action do you want each audience to take? (donating funds, volunteering, purchasing a product, attending an event). Prioritize! </li></ul></ul><ul><ul><li>NO REINVENTING: What have the pros done to connect with similar audiences? What language do they use? Images? Distribution channels? </li></ul></ul><ul><ul><li>SHARING: What is the best way to share this with your key audience? </li></ul></ul><ul><li>What happens without planning – a case study >> </li></ul>
    • 10.  
    • 11.  
    • 12. The First D: Discovery Summary <ul><li>AFTER THIS STAGE YOU SHOULD HAVE: </li></ul><ul><ul><li>Defined Target/Objective </li></ul></ul><ul><ul><li>Know what the pros have done successfully </li></ul></ul><ul><ul><li>Identified and Prioritized Key Messages </li></ul></ul><ul><ul><li>Determined where to put 15% </li></ul></ul><ul><li>With a plan in hand, it’s time to go to the second D, Design >> </li></ul>
    • 13. Phase Two: Design the Promotion “ Design Matters! People look at and pay attention to things that are well designed” Don Norman, PhD Why design? >>
    • 14. Take the Time to Design, It MATTERS! MYTH: You can’t afford to spend time designing promotions REALITY: You can’t afford not to! What is Design? A planned arrangement Why You MUST Care About Design … 70-80% of all human perception is visual We are supersaturated with information (think PGN), Make messages obvious! Don’t make audience work or they won’t pay attention Make your message obvious >>
    • 15. Message: What Do You Want to Say? Powerful, effective promotions start with a clear message/theme . Think of feelings you want to evoke Specifically decide what you want to say before you say it. Let’s look at some examples: Consider These >>
    • 16. What thoughts/associations come to mind?
    • 17. Are these really promoting the same place?
    • 18. D esign Demystified: The Secret 7 MYTH: I’m not creative enough to design REALITY: All you have to do is follow the plan Contrast – create a focal point and visual interest Repetition – tie elements together Alignment – place nothing arbitrarily Proximity – group related items to provide a visual hierarchy Type – use to maximize readability and set a tone Color – use with care to set a mood Images – they are worth a thousand words (istockphoto & sxc.hu) But first, how to Set a Theme >>
    • 19. D esign Demystified: The Secret 7 Contrast Repetition Alignment Proximity
    • 20. Step 1: Make Your Message Obvious
    • 21.  
    • 22. Step 1: Make Your Message Obvious
    • 23. Step 1: Make Your Message Obvious
    • 24.  
    • 25.  
    • 26. POWER TOOL 1: CONTRAST What is it? It’s a tool to help clarify main messages. Gives focus. Common Pitfalls : Lack of white space, too many typefaces, unnecessary images and border. Keep in Mind: Less is More. Write short, value driven copy and Don’t Be a Wimp! Consider These >>
    • 27. Power Tool 1: CONTRAST
    • 28. Power Tool 1: CONTRAST Tool 2: Repetition >>
    • 29. What is the message/offer? Is it obvious?
    • 30. What is the message/offer? Is it obvious?
    • 31. Power Tool 2: Repetition Repetition What is it? A method for adding unity to a design. Repeat elements in your design (e.g. fonts, colors, bullets, borders, etc.) Common Pitfalls: No repetition with fonts, alignments and colors. Images, colors, writing and fonts don’t match the message/theme. Repeating too many elements.
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36.  
    • 37.  
    • 38.  
    • 39. Power Tool 3: Alignment Alignment What is it? Helps to organize, unify and lead the eye. Common Pitfalls : Unnecessary centering (ho hum generic), mixing alignments and subtle misalignments. Serves to unify and organize
    • 40. Power Tool 3: Alignment
    • 41. Power Tool 3: Alignment
    • 42. Power Tool 3: Alignment
    • 43. Power Tool 4: Proximity Proximity What is it? A tool to take advantage of human cognition. Helps clarify relationships Common Pitfalls : In consistent use of white space makes scanning much more difficult. My Flower List Marigold Pansy Rue Woodbine Daisy Cowslip Carnation Primrose Violets Pink My Flower List Marigold Pansy Rue Woodbine Daisy Cowslip Carnation Primrose Violets Pink
    • 44. Power Tool 4: Proximity
    • 45. Power Tool 4: Proximity
    • 46. Power Tool Tool 4: Proximity
    • 47.  
    • 48.  
    • 49. Review of Design Phase <ul><li>HOW TO USE CRAP: </li></ul><ul><ul><li>Use CONTRAST TO MAKE MAIN MESSAGES OBVIOUS – Less is more </li></ul></ul><ul><ul><li>Use REPETITION between your promotions/communications to create coherent messages </li></ul></ul><ul><ul><li>Use ALIGNMENT to create professional looking, easy to read pieces </li></ul></ul><ul><ul><li>USE PROXIMITY to make your pieces easy scan/understand. </li></ul></ul><ul><ul><li>Use TYPOGRAPHY to reinforce your message and make sure it’s easy to read </li></ul></ul><ul><ul><li>Use COLOR for contrast </li></ul></ul><ul><ul><li>Use IMAGES to reinforce message, remembering less is more </li></ul></ul><ul><li>Summary of design>> </li></ul>
    • 50.  
    • 51.  
    • 52.  
    • 53.  
    • 54. D3: Delivery/Distribution Distribute your promotional piece/s through strategic channels AND Measure the return – did they have the intended impact? How can you get your message in the media? How can you cross-promote with other organizations and businesses? SUMMARY >>
    • 55. Idea/Need Define/Discover Design/Write Deliver ROI
    • 56. SUMMARY <ul><li>Final Tips </li></ul><ul><li>Focus on your audience, think before you design and start with the critical questions </li></ul><ul><li>Follow the 3D’s </li></ul><ul><ul><ul><li>Discover: Answer you key questions </li></ul></ul></ul><ul><ul><ul><li>Design: Use CRAP to make message obvious </li></ul></ul></ul><ul><ul><ul><li>Deliver: Send out message through key channels </li></ul></ul></ul><ul><li>Resources: </li></ul><ul><li>Guerrilla Marketing Series by Jay Conrad Levinson </li></ul><ul><li>Non-Designers Design Book by Robin Williams </li></ul><ul><li>Logos: www.logoworks.com </li></ul><ul><li>Photos: www.sxc.hu and www.istockphoto.com </li></ul><ul><li>Layout ideas: www.stocklayouts.com </li></ul><ul><li>Printing on a budget: www.printingforless.com </li></ul><ul><li>Questions and answers and Thank you >> </li></ul>

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