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Farm Direct Conference

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Creating Promotional Materials

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Farm Direct Conference

  1. 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. 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. 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. 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. 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. 6. Idea/Need Define/Discover Design/Write Deliver ROI
  7. 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. 8. Discovery: What most businesses do …
  9. 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. 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>
  11. 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? >>
  12. 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 >>
  13. 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 >>
  14. 16. What thoughts/associations come to mind?
  15. 17. Are these really promoting the same place?
  16. 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 >>
  17. 19. D esign Demystified: The Secret 7 Contrast Repetition Alignment Proximity
  18. 20. Step 1: Make Your Message Obvious
  19. 22. Step 1: Make Your Message Obvious
  20. 23. Step 1: Make Your Message Obvious
  21. 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 >>
  22. 27. Power Tool 1: CONTRAST
  23. 28. Power Tool 1: CONTRAST Tool 2: Repetition >>
  24. 29. What is the message/offer? Is it obvious?
  25. 30. What is the message/offer? Is it obvious?
  26. 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.
  27. 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
  28. 40. Power Tool 3: Alignment
  29. 41. Power Tool 3: Alignment
  30. 42. Power Tool 3: Alignment
  31. 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
  32. 44. Power Tool 4: Proximity
  33. 45. Power Tool 4: Proximity
  34. 46. Power Tool Tool 4: Proximity
  35. 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>
  36. 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 >>
  37. 55. Idea/Need Define/Discover Design/Write Deliver ROI
  38. 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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