I recently wrote a post about a topic I’ve been thinking about for quite some time on our Construction Marketing division, The Brand Constructors‘, blog about the answer to the recession is simply – Domination. The post entitled, The Answer to the Recession, goes into detail on how and why a company should maximize their marketing dollars during a recession instead of hiding. In case you don’t have time to read the entire post, think about this – marketing during a recession with advertising is cheap and diluted will position your company as the industry leader as we come out of the recession. Think about it.
Plantetary Thoughts
In a Recession…Dominate
U-Tube?
Earlier this week I received an email about a client asking me if he should post a commercial on U-Tube. This proceeded to tell him it is YouTube and that it wouldn’t hurt to have his commercial on the social media website and that it would actually make it easier for us to post the commercial on his website. (Actually a company called U-Tube that owns the domain www.Utube.com sued YouTube for inadvertent traffic causing U-Tube’s web hosting costs to skyrocket to thousands of dollars a month for the influx of bandwidth. Don’t hold me on it, but I believe U-Tube beat YouTube on this one.)
This reminded me of another conversation I had with a prospect back in August of 2008 when he said he wanted to blob on My Face. He was confused with what social media was and that one does not blog (not blob) on MySpace or Facebook. I explained to him the differences in the mediums and after learning more about him and his business, I suggested LinkedIn and blogging. I later blogged about the conversation and the basics of social media on our website. I’m sure you’ll enjoy reading it – There are No Blobs on Myface. (Just a warning, that the blog may be a bit dated now.)
Social Personalities
If you’re a Facebook user then you probably are a fan of a few Facebook pages (I know it is officially known as “Like” pages, but I refuse to succumb to their vagueness. Long live “Fan” pages.) Lately, I have noticed a few of my favorite Fan pages doing some great things and others, some annoying things. So I’d like to talk about a few of the good things and vent about some of the bad.
Current Events – Tell me what’s going on and why it’s important. I think it’s great when my wife comes home with news from work, the Audubon Zoo, and I already know because it was posted on their Facebook page. Facebook is a great to get the word out and fill last minute openings/promotions.
Have a Personality - One of my favorite Fan pages is the Demo Diva (a local woman-owned demolition company). Saying the Demo Diva brand has a personality is an understatement. The company is built on the diva attitude with pink dumpsters and a pink excavator all around New Orleans. When you read the Demo Diva’s posts, you feel like you’re talking to the owner Simone. They brand and Simone are one in the same and this stays consistent throughout each post from pictures of current projects, tips about demolition, and company news including naming kittens founds on a jobsite.
Stay Consistent on the Personality – If you’re brand is a company and you always talk in the third-person, you can’t jump to a first person viewpoint. On a recent post, a local non-profit went from talking about different services and events to saying she thought something was too cute not to post. At first glance, I thought I was reading someone else’s post. This confusion breaks the brand consistency and makes me want to skip the next posting.
Rewards - It is great when companies/brands have Facebook only promotions as a reward for following the brand and reading their posts. Something simple like 10% off or a Fanpage member only event goes a long way to building brand loyalty and word-of-mouth-marketing.
Too Many Posts - Most of the time, I think 2 posts a day is the limit unless you have a very active Fan page with lots of events, promotions, and new items. Also, space the posts out. When a Fan page posts 3 items in a row, usually they all get skipped. I wish you could automatically space them out like Twitter, but I’m not aware of tools like that for Facebook.
Spell Check – Kind of obvious, but spell things correctly, especially if you’re marketing your brand as the expert in the industry. If you’re a rap label or a brand that appeals to <16, you may be able to get away with intentional typos if they continue your brand.
Well in summary, have a personality, reward your fans and don’t annoy your fans with too many posts. Stay try true to your brand and post as if you had to read it. Check out our Facebook Fan page at http://www.facebook.com/designtheplanet.
A Great Cross-Media Promotion
A couple of months ago, I noticed the Luzianne Iced Tea billboard on my way home from work. A few days later, I heard a promotion on the radio station, B97, to keep an eye our for the billboards. Later, the radio DJ started giving clues and listeners had to guess the location of the Luzianne Iced Tea billboard to win a great prize. As a listener, I thought it was a fun, different contest. Then my marketing side kicked in and I thought how wonderful of a promotion. Luzianne was using the radio to make people notice and even look for their billboards. I’m sure many people asked family & friends to help them figure out the clues and find the billboards which led to even more word-of-mouth advertising. What a great way to mix 2 mediums – outdoor & radio advertising.
On the down side, when looking for a picture of the billboard on the web, I found the Luzianne website. It was a bit boring and cross-sold the other brands the company sold such as Blue Plate Mayonnaise, CDM Coffee, and Swans Down Cake Flour – which I did not care about. Then I found a link for a promotional website entitled “Find Your Front Porch“. This was a great website about Luzianne Iced Tea and was fun to click around and explore (fun for a tea company). Why am I disappointed in a website that I consider great? My concern is that the fun website is a promotional website that will eventually disappear and be replaced with another great promotional website while the main website is dull and static. Guess which website comes up when you Google “Luzianne Iced Tea” – yes, the boring website. Problem? I think so. This is where I believe advertising agencies miss the boat.
What have I learned…
As a somewhat new designer here at Design the Planet, (I interned here last summer before I graduated) I have been here for 70 days, and so I ask myself, “What have I learned” in that time? Well…
1. Time is of the essence.
2. The office is best run on the frequency of good coffee and complex key commands.
3. Nothing beats working with nice people.
4. Never stop asking questions.
5. Learn something new every day.
6. Have a little fun in your work!
7. Get along.
8. Sometimes, it’s best to avoid restrictive color boxes that work their bad-idea mojo on your type-based advertisement.
9. Keep one’s healthiness next to achieving WOW work in priority…right under deadlines.
10. It’s all about strategy to get your name out on top (of NASA). [If you Google "Design the Planet" NASA comes up before us, office pet peeve.]
11. Show your true color – even when you have no clue what something like a hops vine looks like…
12. Love your clients.
13. Break for a change of gears: don’t spend too long looking at the same project.
14. Trust your above-average instincts.
15. There is always something to do.
16. Learn from your mistakes.
17. Keep it simple.
Connecting the Dots
I can’t think of one promising finger painter or notepad doodler in their earliest design years who has expressed interest in becoming a “Communicator!” when he or she grows up.
In freshman naivete, I presumed that my future as a collegiate remained a mystery behind one of only two doors to the university art department: “Studio Art, This Way” and, “Everything That Isn’t Studio Art, That Way…and don’t forget to go buy your Mac.” (sigh)
How did I misconceive that my days as a quote, unquote “Graphic Design” student would be spent applying myself to the rigorous development of learning how to communicate visually – or at all?
According to Webster: to communicate is to “impart or interchange information by speech, writing, or signs.” Because communication “provides a passage between places where no apparent line of relationship exists,” it should be said that communication design provides a passage between places where no apparent line of relationship exists.
In my mind, the task of the artist is to take in all sensations of day-to-day life and connect each dot into an illustrious product. For the graphic designer, this means building bridges between client and creative, between business and brand identity. Great advertisements and identities carry the kindred ability to translate universal, complex themes into a single, solid, highly-effective result – which can be an overwhelming task, to say the least.
Have you ever hit the dead end of creative thought? Here’s a tip from Stefan Mumaw, author of Caffeine for the Creative Mind, who introduces us to the daily practice of creative exercising:
Write the name of [your project and primary focus, client, or idea] in the center of a piece of paper, giving yourself ample room to expand the idea. Draw six lines from that central thought bubble, and at the end of each line, write a word that is related to the word in the center. Now, draw another six lines from each of those words and continue the process until you have four “expansions.” Your challenge is to take a word from the outermost extension of the web of words and try to connect it to the central idea.
Today, I love this challenge that comes with every project. To practice the childlike endeavor of “connect the dots” can only ensure persistent growth in an ever-progressing industry. Communication Design.
Fun With Progressive Enhancement & CSS 3
CSS 3 is just around the corner! Many web developers are asking the question, when should I start using this cutting edge web technology? The good news is that you can start using several CSS 3 techniques now for progressive enhancement with modern browsers. Users of older browsers will still be able to access all the same content, but the user experience will be slightly different. (Sometimes this is known as graceful degradation.)
The important thing to remember when implementing these new web technologies is this idea of progressive enhancement. Wikipedia defines progressive enhancement as “using web technologies in a layered fashion that allows everyone to access the basic content and functionality of a web page, using any browser or Internet connection, while also providing those with better bandwidth or more advanced browser software an enhanced version of the page.”
Simply put, if you’re using a modern browser (Firefox, Google Chrome, Safari, Opera, or the yet to be released IE 9) you’ll notice some subtle (and not so subtle) improvements that add to the user experience while still allowing those using an outdated browser *cough* Internet Explorer, to be able to access the content.
Ok, so let’s get right down to it. How can I use CSS 3 today? First, how about some really basic CSS3 – rounded corners. CSS 3 allows you to quickly create rounded corner designs without the use of your favorite graphics editor. In the code below, I’ve created a class called “corners” that will draw a 10px rounded corner around a container in Firefox. Other browsers will simply render square corners, which by no means will prevent those using older browsers from accessing content.
.corner {
-moz-border-radius-topleft: 10px;
-moz-border-radius-topright: 10px;
-moz-border-radius-bottomright: 10px;
-moz-border-radius-bottomleft: 10px;
}
Next, lets take a look at gradients. Again, as with the rounded corner example above, you can create a look that would otherwise be achieved only using a graphics editor. In the code below I’m targeting both Firefox and Safari/Chrome and drawing a gradient that starts with a dark gray (#444444) and ends with a light gray (#999999). Once again, newer browsers will show a browser rendered gradient while Internet Explorer will show a solid color.
.gradient {
background-image: -moz-linear-gradient(top, #444444, #999999); /* FF3.6 */
background-image: -webkit-gradient(linear,left bottom,left top,color-stop(0, #444444),color-stop(1, #999999)); /* Saf4 , Chrome */
}
Ok, one more example. CSS 3 transitions! Now this is some cool stuff. In the past, these effects would have to be created using something like jQuery or Flash. There are several transition/ animation techniques in CSS 3 including scaling, skewing, rotating, fades, and keyframe animations. Here, I’ll show you how to achieve a clean animation on a link. Here’s what the code below says: Anchor tags are given a color green. When you place your cursor over the link, it will have a linear fade to red which will take .5 seconds. Older browsers will simply see the link go from green to red without a transition.
a {
color: green;
-webkit-transition: color 0.5s linear;
}
a:hover {
color: red;
}
I could go on and on about this stuff. I really am excited about the future of the web! Although the official CSS 3 spec is yet to be released, it looks very promising. Combined with the excited developments of HTML 5, you’ll see fewer and fewer Flash based sites with the ability to create similar effects with these emerging technologies. Up next, HTML 5. Stay tuned.
Update to “A View From Outside”
The scaffolding has moved it’s way indoors and now lines the atrium in our building. Here is an update to our previous post “A View From Outside“.
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Keeping Your Roots
One of the biggest complaints consumers have is that when a small company gets large and starts getting regional or national attention, the company sells their soul. You see this even more in the music industry when bands abandon their loyal, die hard fans and become commercial to sell more downloads & albums. Fans & consumers expect a company to change as they get larger in some regards, but many times companies leave behind what made them different and then they become another commodity.

Here is a great example of a company keeping their soul and holding onto their roots. I recently found this tea called Sweet Leaf Tea at Whole Foods and I found the company’s unique charm written on the outside. On the side of the bottle instead of saying the standard, “Refrigerate after opening” like most brands, this company says “Keep in icebox after opening.” It says the same thing, but the word “icebox” shows their old fashion, country background.
The back of the label talks about how they used to brew tea in pillowcases and they admit that they’ve grown past that now, but they still follow one particular piece of their history. They state that their “Mimi” taught them to never use ingredients that they can’t pronounce. The front of the tea even has a picture of their Mimi.
This brand is unique in their look and language and they focus on their brand differentiation by focusing on the ingredients they use and their history. When I see this bottle, I think of a couple of guys and their grandmother making tea instead of a factory with millions of bottles on a conveyor belt. Each bottle even comes with some of granny’s wisdom under the cap. You can find more granny wisdom on their website.
Do you have a favorite brand that has keep to its roots or maybe sold its soul?
Congrats to Facebook
Congratulations are in order. Facebook recently registered their 500 millionth member. I wonder if Facebook threw that person a party like the grocery stores used to do for their 1 millionth customer?
Wow! The United States only has a touch over 300 million citizens according to Google Public Data. In a recent article on US Today, the author states that just 2 years ago, Facebook had 200 million members. So in less than 2 years, the website community has increased their population 2.5 times. The website has grown out of the universities and now 70% of Facebook’s users live outside of the United States.
In May of last year, I wrote a blog that if Facebook were a country it would be the fifth most populous country in the world. Well, Facebook has obviously passed the United States and now sits in the third position behind only China & India. I guess it’s only a matter of time before Facebook has more users than China has citizens. To supersede India, Facebook needs to double itself. Hard to believe, but totally possible since the website recently doubled itself in less than two years.
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