The Little Book of Marketing Do’s and Don’ts, volume 3
The Little Book
Do’s and Don’ts.
MondoVox® Creative Group
MondoVox® Creative Group proudly
presents the third edition of The
Little Book of Marketing Do’s and Don’ts.
This year’s collection of sage advice and
marketing nuggets offers a blend of
print and digital topics. Whether you’re
trying to build brand loyalty through
database marketing or enhance your personal brand through
social media, this edition offers valuable do’s and don’ts you
won’t want to miss.
MondoVox® Creative Group can provide a highly coordinated
team ready to take on any project or campaign including:
• Multichannel strategy
• Creative execution
We successfully serve a wide range of companies that have one
goal in common — dominating their market category.
Contact Julia Moran Martz at (312) 850-1589, or send an email
inquiry to email@example.com.
Illustration Do’s and Don’ts................................................................................. 4
Mobile Barcode Do’s and Don’ts....................................................................... 6
Database Marketing Do’s and Don’ts.............................................................. 8
Sustainable Print Do’s and Don’ts...................................................................10
LinkedIn® Networking Do’s and Don’ts........................................................12
Corporate Blog Do’s and Don’ts......................................................................14
Illustration Do’s and Don’ts.
Original and distinct communication materials with the
right illustrations can help boost your product or service in a
crowded marketplace. These tips will help you get the most
return on your investment.
• Dismiss illustration because you think it’s too expensive — it’s not.
• Treat typography as an afterthought in the overall design — awful
type can ruin great artwork.
• Alter any illustration without getting the creator’s permission.
• Think that illustration is a low-tech medium of a bygone era.
• Try to illustrate materials yourself if you’re not a professional artist.
• Edit the life out of the illustration. Nitpicking the position of a
character’s thumb or the shape of a chair corner (yes, people do it)
doesn’t improve the artwork and only frustrates the artist.
• Obtain exclusive rights for any illustration representing your brand.
• Experiment with different types of illustrations to find out which
types work best for you.
• Use hand-drawn illustration to add a classic charm to your
• Use digital illustration to combine media, programs and
techniques for very unique artwork.
• Educate yourself about copyright ownership vs. licensing
agreements. US Federal law applies copyright ownership to the
artist while you are free to negotiate licensed usage agreements
for the copyrighted illustration.
• Create a licensing agreement form to speed direct transactions
• Trust your artist to be the artist. If the illustration conveys your
message, let the artist decide the details of the artwork.
• Think that mobile barcodes are only for younger audiences —
mobile internet access is increasing among all age groups.
• Fail to learn about the mobile phone habits of your specific
customer base and likely prospects.
• Forget to test the mobile barcode with a variety of smartphones
and scanning apps.
• Go too crazy with the creativity — while you can get creative with
your barcode’s design by incorporating color and artistic
treatments, it does increase your risk for poor processing. So test,
test and test again.
Mobile Barcode Do’s and Don’ts.
Connecting the print and digital worlds with mobile
barcodes is a dream come true for multichannel marketers.
Here’s some practical advice to help make your use of mobile
barcodes a success.
• Keep data density low — a matrix of more than 33 x 33 data pixels
raises the risk of incorrect scanning or processing.
• Make the mobile barcode big enough on posters and larger
pieces so that it can be easily scanned from a distance.
• Keep sufficient margins around barcode images to enable proper
capturing and processing.
• Make it easy to download the Reader — not all smartphones come
equipped with readers.
• Create mobile-friendly landing pages — not optimizing for mobile
is the kiss of death.
• Offer the user something of value — you don’t want
disappointment at the most critical point.
• Give the user something meaningful to do that makes sense from
a mobile phone — Google Mobile Maps, coupons, tickets and
reservations, streaming video or audio, etc.
• Place mobile barcodes on items located where there is no digital
signal — subways, etc. (run tests if you are unsure).
• Neglect to the make the mobile barcode easily visible and easy
• Forget to track where your traffic is coming from as well as how
much is produced — it’s the easiest way to justify future usage.
• Use mobile barcodes online — no need to get fancy when a simple
link works better.
Database Marketing Do’s and Don’ts.
Database marketing is growing in importance as companies
move beyond just making the first sale to retaining and
growing their customer base. Use these tips and best practices
to strengthen your database marketing program.
• Depend more on creative and media selection than hard analytical
skills to develop successful marketing programs.
• Build your database in-house — odds are outside sources can do it
faster and cheaper.
• Neglect database essentials — basic list hygiene including address
accuracy and data standardization count, too.
• Build software that is readily available on the market — beware the
IT wonk who always wants to do things internally.
• Get buy-in from the executive level — preferably the CEO.
• Consolidate your data — get it out of departmental silos for a full
view of the customer.
• Determine your ultimate goals and then apply the appropriate
database marketing strategies and techniques.
• Seek outside providers that offer expertise that may not reside
in-house — strategic assistance, quantitative information, analytical
tools and campaign management capabilities.
• Use a single database platform that brings together data and
• Enhance your data with demographic and psychographic
information — this is especially important for prospect lists.
• Link the database to the web — ensure that customer service reps
have important information like contact names, past purchases
and product or service preferences.
• Incorporate social media activities into your data structure,
especially if you’re in a B2C market.
• Fail to test any campaign against a control — use key
measurements such as response rates, ROI and lifetime value.
• Focus campaigns on price rather than service — you’re trying to
build loyalty with database programs, not seek price shoppers.
• Neglect to keep key data for inactive customers — you need to
make it available for future analytical purposes for at least four
years, not the typical 24 months.
Sustainable Print Do’s and Don’ts.
Long gone are the days when companies could slap an
environmental logo on their materials and call themselves
environmentally responsible. Here’s how to ensure that your
ecological footprint passes muster.
• Scrub your mailing lists — bad addresses and duplicate names are
an environmental hazard.
• Choose vendors wisely — look for vendors that effectively measure,
manage and report their environmental impact.
• Design print materials with sustainability in mind —
multi-purposing pieces, reducing ink coverage
and minimizing paper waste are just a few ideas.
• Set sustainability goals for your print programs —
decide what would be most important to your
organization, its customers and stakeholders and
go from there.
• Make sustainable production choices — create
a 100% digital premedia environment, specify
recyclable PUR glues, use low-VOC inks and
use aqueous coatings.
• Get personal — the more you employ
database marketing, the fewer pieces
you’ll print while also enjoying better
• Specify environmentally responsible
papers — choose recycled stocks or
virgin papers from FSC®- or SFI®-
• Rush to electronic alternatives for environmental reasons — digital
communications have a substantial and often overlooked carbon
footprint of their own.
• Foil stamp as it limits recyclability — use eco-friendlier special effects
like die-cutting and embossing instead.
• Forget that paper issues go beyond recycled content or forest
certifications — use uncoated for easier deinking, specify lower
brightness to reduce bleach consumption, select chlorine-free
papers to eliminate toxins and consider mills that incorporate wind
• Overlook co-distribution strategies — they consolidate mailings and
reduce the amount of truck trips to postal distribution centers.
• Carry big inventories based on questionable forecasts — get demand
driven with a custom-branded digital storefront that incorporates
• Isolate individual steps when“greening”your print materials — one
step affects the next, and it’s the whole supply chain that matters.
• Neglect to tell your story — let customers know how well you’re
doing with print practices that
LinkedIn® Networking Do’s and Don’ts.
LinkedIn is a powerful place for business professionals to
exchange ideas, information and opportunities. Here’s how to
express your professional brand and fully leverage LinkedIn to
• Participate consistently — you need to show up every day in
social media if you expect any returns.
• Pick your groups carefully — you can’t be everywhere.
• Recognize that numbers count — small groups are okay only if
they’re the right people who want to interact.
• Complete your profile 100% — nothing makes you look like a
clueless dabbler than an incomplete profile, and it hurts your
LinkedIn search rankings as well.
• Include a catchy headline under your name — just putting your
title is too blah. Use something more interesting
like“Creator of record-breaking sales campaigns,”
• Write descriptive listings of your website or
blog — no need to settle for LinkedIn’s bland
“my company”or“my website”descriptions
when there’s an option to write your own.
• Take advantage of LinkedIn tools that will
automatically feed your latest blog post to
your profile, let you share a slide
presentation or provide a number of
• Miss your Kodak moment — include a good headshot of yourself
because it shows you're comfortable with who you are and makes
your profile more friendly.
• Use the same type of photo you might use on Facebook — lose the
shot in front of the lake. This is business.
• Forget SEO when writing your profile summary — being found
depends on LinkedIn's search engine linking your name to
particular search keywords.
• Talk too much about YOU — participate in discussions and engage
people, not make their eyes roll with constant reminders to check
out YOUR website, read YOUR blog or listen to YOUR podcast.
• Neglect getting recommendations — solicit recommendations that
support your professional brand. You need at least three for a 100%
• Fail to proofread your copy for typos and grammatical errors —
get another person who knows the rules to read it, too.
• Overlook the LinkedIn and Twitter interface — you can update your
LinkedIn profile with all or select tweets.
Corporate Blog Do’s and Don’ts.
Companies that create their own blogs often report positively
about both the blogging experience and the results. Here’s
how to make yours deliver the advantages you seek as a
• Create a marketing and PR vehicle — provide real analysis and
opinions related to your business category.
• Discourage criticism — this is an opportunity for feedback and
improvement, and you can learn how to constructively handle
criticism in the public blogging arena.
• Use anonymous authors — every post needs to have a real human
face and name attached to it.
• Appear authoritative — customers are much more likely to
purchase your products or services if they perceive you as a
category thought leader.
• Focus on a theme and create editorial guidelines — no one wants
to read a stream of consciousness, so make sure you’re providing
content relevant to your customers’businesses.
• Form a blog team — choose people who are knowledgeable,
comfortable talking about their area of expertise, have sufficient
writing skills and a good online persona.
• Utilize share tools — let your readers promote your content on
other sites like Twitter, LinkedIn, Facebook, Digg, etc.
• Track activity — blog software like WordPress provides great
stats; RSS feed search engines such as technorati.com and
blogpulse.com monitor for mentions of your blog posts; web
analytics can track activity of your blog website page.
• Give your bloggers freedom to express their personality — blogging
is about connecting with other people, and your bloggers have to
be able to use their own personalities and writing styles.
• Encourage visitors to subscribe — make your RSS feed highly visible
and also make it easy to subscribe via email.
• Forget to promote your blog — building an audience requires
sharing your URL through your email signatures, business cards,
promotional materials, website and social media.
• Hesitate to provide a synopsis of ideas from the community if you
don’t have a firm opinion on an important topic.
• Post too infrequently — a monthly blog post won’t cut it, so you
need to make the blog a priority, create an editorial calendar and
assign writers who can post weekly if not daily.
• Use only one type of content — incorporate other formats like
video, podcasts, photos and slide
presentations to keep the content
• Be flat by posting only one type
of subject matter — post a
variety like Big Deal Fridays for
online coupons, Monday
News items to kick off the
week or something fun for
Wednesday, hump day.