Langton David - Visual marketing: 99 proven ways for small businesses to market with images and design

Contents

Copyright 2011 by Langton Cherubino Group Ltd., and Anita Campbell Associates Ltd. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Langton, David, 1961

Visual marketing : 99 proven ways for small businesses to market with images and design / David Langton, Anita Campbell. 1

p. cm.

ISBN 978-1-118-03567-2 (paper); ISBN 978-1-118-14369-8 (ebk); ISBN 978-1-118-14367-4 (ebk); ISBN 978-1-118-14368-1 (ebk)

1. Small business marketing. 2. MarketingGraphic methods. I. Campbell, Anita, 1956 II. Title.

HF5415.13.L343 2011

658.8dc23

2011021455

INTRODUCTION

This book is an idea starter. Expect this book to stimulate your senses. Inspire you. Spark ideas. The 99 hand-picked examples in Visual Marketing are from organizations just like yours that have successfully used visual elements in their marketingwith solid results.

Why Visual Marketing?

The world is visual. We use our eyes to take in much of the content that influences our behavior, tempers our reactions, and informs our decisions. Whether its on the Web, in a brochure, or live in person, the most effective solutions are ones that unexpectedly grab our attention.

Thousands of books about marketing have been written, including many good ones. Few, however, focus specifically on that intersection point between design (the visual) and marketing
(influencing buying behavior), or do so on a scale that small businesses will find relevant. Yet theres never been a better time in history for small businesses to explore using electronic, print, and three-dimensional visuals. Technology puts it within the reach of small businesses to use visuals in our marketingvisuals that previously only the largest corporations could cost-effectively design and implement. The Internet makes it convenient to find and hire design professionals
to collaborate with to achieve your marketing goals. And for the
do-it-yourselfers, todays online software services and design tools
make it easy to experiment with creating visual elements on your own.

Whats Inside

Visual Marketing is a compendium of marketing tips and ideas. We looked at more than 500 examples and selected them for practicality, creativity, inspiration, and variety. For us, the key was finding projects that not only looked good but had a good return on investment for the business.

We sought out projects from all across the United States and internationally. You will find sophisticated projects that reveal the hand of talented designers, using visual intelligence in unexpected ways. You will also find simple smart projects requiring minimal resources that solo entrepreneurs executed. The examples range from technology-oriented solutions such as the QR codeenabled three-dimensional displays and posters for the Warhol Factory Party in Alaska to a can of nothing produced in Rhode Island to combat hunger. Some solutions are clever and complex, such as the cardboard record player that GGRP created to build buzz for its recording business. Others are as uncomplicated as a head shot taken with a handful of colorful Sharpie markers, like that of Michelle Villalobos when she redefined her personal brand.

Weve divided the book into three chapters. The first focuses on Web and electronic solutions. The second features packaging, exhibits, and tangible three-dimensional marketing devices in the physical world. The third encompasses print solutions and logos/branding pieces. Each example ends in a Takeaway Tip distilling the examples into ideas and lessons for small-business people to put to work.

Visual Marketing is a compendium of winning ideas intended to inspire small-business leaders, creative professionals, entrepreneurs, and students. We hope it inspires you to think up your own ideas for incorporating visuals into your marketing.

CREDITS

Chapter 1

1. The Color of Money: A Small Bank Makes a Large Impression with a Colorful Campaign

Design: Leslie Evans Design Associates; photography/video: David McLain, Aurora Novus.

2. A Website Showcases a Sense of Touch: Strong Navigation and Ease of Use for an Online Showroom

Design: Ken Carbone, principal/chief creative director, Ken Carbone; programming: Nina Masuda, designer, Carbone Smolan Agency; programmer: Atom Group.

3. Augmenting the Reality of Mobile Advertising: Sharing Brand Information Visually over Mobile Devices Through Apps

Design: GoldRun.

4. Celebrating Creativity with a Killer Smile: Creating a Viral Marketing Effect with an Online Game

Design: Norman Cherubino, creative director; Jim Keller, art director; and Roland Dubois, designer, Langton Cherubino Group, Ltd.

5. Putting the Self in Self-Portrait: Finding the Right Photo to Express a Personal Brand

Photography: Gio Alma.

6. Luxury Property Shown in Many Different Lights: Focusing on Stunning Imagery to Sell Luxury

Design: Doug Lloyd, creative director, Petter Ringbom, art director, designer: Dan Arbello, Flat Inc.; Identity by Pentagram.

7. How Many Ways Can You Destroy Your Printer? Going Viral with a YouTube Video Contest That Plays upon Customer Frustrations

Photography: Nathan Dube.

8. Making a Legal Case for Insider Jokes: Using Cartoons to Market to Your Target Audience

Cartoons for CaseCentral: Tom Fishburne, marketoonist.com .