Lunch Meeting with A Client? Yes, Please!
Posted by Kim Patton in 
After having lunch, I have food on my mind, so with that thought I would like to share about one of our personal clients that serves up some of the best pizza in town, Urban Crust! They are located in historic downtown Plano and offer a selection of gourmet wood-fired pizzas and specialty crafted drinks.
I always enjoy when they have new projects for us because that usually involves a meeting at the restaurant with a great lunch! Just thinking about it makes me hungry! (Shameless plug… you can get the Urban Lunch for only $8.90 and it includes a personal pizza or panini, cup of soup or Caesar salad, and a drink. GREAT DEAL!)
Evey month they have a new Pizza of the Month and Drink of the Month. This is definitely not your typical pizza place. Every specialty pizza is made up of the finest imported and local ingredients. Chef Salvatore has created some of the most delicious pizzas and entrees in town! One of my favorites is the Black & Blue pizza topped with basil pesto, sirloin, portobellos, caramelized onions, and bleu cheese.
Not only is the food great, but the location and atmosphere make for a great night out! The rooftop bar, 32 Degrees, is the perfect place to hang out with friends or enjoy a drink after work. Happy Hour specials are available through out the work week!
If you haven’t been, I encourage you to go check it out! Whether you’re looking for a good meal for the entire family, a special night out, work lunch, or just a place to chill, Urban Crust offers a ton of variety and food for all! To find out more, visit their website that we designed and built! You can find some of their specials and also see why we love working with them!
Helvetica
Helvetica is one the most popular and well-known typefaces. It was designed by Max Miedinger with Eduard Hoffmann in 1957. The video above is the trailer for the full length film called non other than Helvetica. The documentary looks at how type affects our daily lives. Design culture is all around us and most often times people are too busy to even notice.
Graphic designers and other people who are in the design industry understand the importance and the power of good typography. The font chosen for a logo or other marketing pieces can make or break the entire design. Of course there are thousands of fonts to choose from, so it is important to decide what personality or meaning you are wanting to convey to your audience as you are deciding on the look and feel of your design.
And if all else fails and the font world seems too overwhelming, Helvetica is always a good choice! It is timeless, clean, and great for numerous types of uses because of its various forms and styles. You would be surprised how often this particular typeface pops up in your daily life – from companies you support, signage around your city, to federal income tax forms – Helvetica is all around you.
Avoid the Most Common Trade Show Pitfalls
It’s Trade Show season! Yes, one of the most fun seasons of all, if you do it right. For most industries, we know trade shows are the necessary evil that get us a splurge of business in a quick amount of time. Worst case scenario is that you come home with lots of contacts that you need to follow up with, and a slight headache from attending too many of the cocktail hours they provide for attendees. I’ve actually heard people end a show with “What a waste of my time. I didn’t get any business.” Really? If that’s your opinion, please, please don’t sign up for another trade show. Or, do some research before you attend! RESEARCH HOW TO USE A TRADE SHOW TO YOUR ADVANTAGE! Exhibiting at trade shows isn’t cheap, so make sure you do it right the first time. I’m not going to say every show is amazing…but you have to make the most of it, and you will have at least a few contacts that will remember you and you can sell to them with a little follow up. The follow-up after a show is a whole different ball game, so today, we’ll stick to the most common pitfalls.
- Procrastinating! – Just because lots of people procrastinate, doesn’t mean you need to. Trust me, a trade show is not going to be as effective if you procrastinate! First, if you don’t get your booth reserved by the early registration date, you get to pay more. Not to mention, you’ll be having a leftover spot in the corner! Now, as you know we do graphic design, we can attest to how many people call us a week before a show for show materials. Hopefully, we can fit the graphics into our schedule in time to get it off to a printer and pay a rush fee. Don’t forget all of the rush fees for promotional products, too. And, without enough time to plan, effectiveness of your booth will NEVER be maximized!
- Over or Under Staffing Your Booth – Plan for the audience! If you have never exhibited at a specific show before, call another exhibitor to ask how fast the crowds come by. Typically, the show planner will promise many more attendees than will show, so get your info from another exhibitor. If you over staff your booth will look like too many people are wasting time. If under staffed, you will lose lots of business opportunities. Do some research here and try to get the number right for the show!
- Not Giving Yourself Enough Time to Set-Up – Oftentimes, exhibitors are given the evening before the show to set-up. Many exhibitors skip the set-up til the morning of the show. First, do you realize how much commotion is going on in the exhibit hall? It’s crazy in there. If you need to push a dolly, good luck getting it down an aisle the morning of the show. And, if you forgot one little item, you have no chance to go back and get it. When shows open, typically, there was a breakfast for attendees, and they pour in all at one time. An unprepared exhibitor will miss the largest rush of attendees by setting up too late. Make sure you are ready to go the second the show doors open, and you aren’t too worn out from last minute preparation!
- Ignoring Follow-Up – Before you exhibit at a show, you should already have a follow-up plan in place. Yes, I’m skipping this topic for another day, but the biggest mistake is to not be prepared for follow-up…huge loss of opportunity kinda makes the whole show worthless, doesn’t it?
Oh the Places You’ll Go!
A couple weeks ago, I was asked by a friend to help her son’s cub scout den earn their art badges. An art badge to me means “artist” and for some reason I barely even think of myself as an artist. I create everything on a computer, so I couldn’t possibly be an artist. Wow…where has my open mind gone? I was asked to talk to the boys about careers in art. After I got my open mind back, I had no problems thinking about careers in art. I actually had a problem stopping the list! We talked about a typical paint artist, book illustrators, graphic artists (me!), interior designers, architects, how chefs truly use artistic ability to design plates of food, and how basically everything you see was created by an artist in one way or another. Oh, and as they were 9 year old boys, we had to talk about video game designers, of course!
I’ve spoke to many organizations about marketing and websites, but this is my very first time with 9 year old kids. It was truly an honor to see such amazing gentlemen being raised. This boys were polite and respectful, which is more than we can say about most adults watching speakers…you know who you are! Needless to say, I’m proud to know that children are learning about different career paths at such a young age, and I’m proud to know we are going to have some amazing gentlemen in our future. Way to go parents!
Fotoshop by Adobé
This video made by Jesse Rosten is not only funny, but as a designer, I appreciate the pure creativity behind it. Of course, it is mocking today’s beauty standards, but like Rosten said in his comments about the video, “This commercial isn’t real, and neither are society’s standards of beauty.”
Rosten actually came up with the idea after watching an infomercial for a beauty product. He thought about how the before/after photo they used basically looked like it was only photoshopped and not real. The majority of photos that are seen in magazines have been edited. The models and the celebrities that grace the covers are of course beautiful and appear perfect, but they too have flaws just like the rest of us. It is definitely reassuring to know that they do not even look like that in real life.
Photoshop can do wonders for anyone! It’s true, all the things Fotoshop by Adobé does in the video are tools and techniques that can be used in Photoshop. Too bad this product does not exist in real life, otherwise, we all could look like super models with just a mere touch from the healing brush! But no, that would be too easy! We don’t want give any models a run for their money. Maybe one day, scientists will in fact create pro-pixel intensifying fauxtanical hydro-jargon microbead extract infused with nutritive volumizing technology and we all can look picture perfect!
Marketing’s Need for Objectives
INCREASE SALES…the top goal for most companies. Now, that’s a great goal for the sales department. However, when working with the marketing department, you need to make sure they have the creative license to establish objectives in reaching these goals. Seems pretty simple, doesn’t it? However, the way those business goals translate into objectives, specifically with marketing, is the secret sauce that ultimately determines whether you succeed or blow another budget on creativity.
Turning Goals into Objectives
First and foremost, make sure you provide Marketing with the sales goals. Without translating that purpose into actionable marketing objectives that align the product attributes, brand assets and user needs, Marketing will most likely end up producing catchy taglines that message the benefits of the product or how to use it.
Meanwhile, the what, why and who have vanished into the interdepartmental abyss, leaving the business and consumer at the mercy of Marketing’s creative interpretation of best sellers.
Instead, at this critical stage, marketing teams need to formulate actionable objectives and working strategies in cooperation with those who set the goals, make the product and know the target audience.
If you had to create cooperation between everybody, start by stating the sentence that comprises these three phases:
- In order to (insert objective)
- We will (define a strategy)
- By (list creative tactics that solve the problem)
For example, if goal is to increase sales, an objective may be to drive performance of your best target customer while in the consideration state. The marketing team comes to this objective by conducting their research, identifying the best target audience and recognizing how target customers research products.
Now, drop those elements into the framework above you and you get: “In order to drive preference with suburban sale chasers during the consideration phase, we will activate the online voice of existing customers by creating a game that requires multiple reviews on Facebook and Yelp and that focuses on the reliability of the product.”
Voila! Now that’s a different answer than…”more marketing, more marketing.” More marketing doesn’t necessarily mean you will increase sales. More marketing means you need to research the proper channels and choose the appropriate strategies for your objectives. For many, social media and online strategies will be utilized. However, for some, that is still not the case on reaching the target audience. Figuring out the secret sauce is key to your success!
VMD Chili in Paradise WINS!
Originally written November 2010: Yep, you heard it…WE WON! OK, so we didn’t win for the best chili, but Visionary Marketing’s Chili in Paradise booth took 1st place in the Best Decorated Booth category. For a marketing agency, I feel like we won gold in the Olympics!
Each year, the Allen Rotary Club hosts the Allen Chili Cook-off in October or November. All proceeds go through the Rotary Club to some great local charities. I’ve had the privilege of being a Rotarian for a few years, and I started in this amazing club. Come to think of it…I got this event up and running for its first year in 2009. I’ve moved to a Plano club, but couldn’t be prouder of this one for the amazing job they do with such a great event for the community.
Kale and I are huge Jimmy Buffet fans, so how could we not go with this theme for our booth. Last year, we only took 2nd place, but we decided to spruce it up a little to take home the Gold! Yes, the margarita bottle was new this year. No way, was I coming in second twice! If it takes a large margarita bottle to win, then I’m game. If it takes a full service bar in my booth next year, I’m game with that too! Cheers to the VMD team for putting this together, and cheers to everyone else who participates in their local community!
Paula Deen is Not Giving Up Butter!
I was just thinking about how to explain reputation management to a client, and how it was more encompassing than public relations. Watching the Today Show yesterday on NBC, I got to watch an absolutely perfect example that a lot of us can relate to. OK, so I’m not sure about you, but I have a secret addiction to Food Network and the Cooking Channel. It’s an addiction that I can control, as I have to work during the day during the best showtimes. However, whenever I’m on bedrest for anything, you can guarantee that I’m brushing up on my cooking skills! And, everyone that knows me really well knows that cooking is my absolute favorite thing to do in the world!
We all know that Paula Deen’s favorite ingredient is butter! It’s one of the well known facts in the cooking world. When I’m not dieting, I feel like Paula is right there with me cooking! Rumors had started about Paula Deen having type 2 diabetes. What’s your first reaction? With eating that much butter, how could she NOT have type 2 diabetes? However, it was all a rumor at first.
Paula could have continued PR efforts just broadcasting about her new endeavors, however, her publicist demanded that they do a reputation management campaign. Yesterday, on the Today Show, Paula Deen did confirm that she has diabetes, and answered many of the questions people are speculating about. Why, oh why, would a person with diabetes use so much butter in cooking some of the unhealthiest foods possible? Paula was prepared with responses to defend her reputation. Her answer was simply about how the public doesn’t see how she eats the rest of the time. And, if you eat in small portions, unhealthy food isn’t bad for you. She claimed that she’s known about this, and wouldn’t change her specialties. She is proud to cook the way she does, but as with anything, you need to have control.
I can tell you that I LOVE butter, but I know I need to diet and butter is typically not in my recipes. However, every once in a while, I’ll have it, and in small portions…it’s so yummy!!
If you know that some unfavorable news can come out about your brand or your company, don’t be afraid of the press. Prepare for it! Manage your reputation! With a carefully crafted response and proactive approach to releasing news, you’re one step ahead of the critics. Don’t let them get to you before you get to them!
Don’t Slow Down!
Originally written March 2011: Right now, I’m starting my training to compete in triathlons. When I’m tired, I want to quit soooo badly! However, that’s probably not going to get me to run, bike and swim for miles. So, I give myself a goal, and I must accomplish this goal before quitting. Marketing follows the same rules. In uncertain times, marketing is more important than ever! Set a budget, and keep on track. Staying on track shows confidence, and it will allow you to leapfrog your competitors who are reactive and driven by fear.
As with anything, when you get off track, it is extremely hard to get back on track. A McGraw Hill study on the 1981-1982 recession shows the positive performance results of companies who maintained or increased their marketing budgets during the recession achieved significantly higher sales growth during and following the recession. While it may not be practical for all companies to increase or maintain their budgets during a recession period, it is important to determine a budget, focus on profitable targets, and utilize creativity and persistence to reach your customers. Don’t fall behind your competition by disappearing during the tough times.
You don’t have to spend a lot of money to keep your message in front of your customers and prospects. Use your imagination (or ours) to find the right way to market effectively to your customers and prospects. There are many ideas out there, so go ahead and be creative, but DON’T LET YOURSELF SLOW DOWN!
Blending In?
When I was a little kid, I wasn’t very fashionable. Heck, who am I kidding…I’m STILL not fashionable. However, let’s not go to that topic for now! I’d look at the other girls who were fashion trend setters and didn’t like them, as I thought they acted better than everyone else. As a kid, making fun of others was all I could do, as I didn’t know how to be fashionable and stand out like them. So, while I felt better as a kid making fun of others, this doesn’t work in the business world. This is a very common problem of many businesses. They don’t know how to STAND OUT! A business is started because somebody decided they were good at something, or they found a need in the marketplace. That’s great! Now, as many others were also good at the same service, or found the same need in the marketplace, you need to make sure your company succeeds by standing out above them!
Now, I know you think you are chosen as a vendor because you are much more charming than your competition. Yes, I’m sure that closes some deals for you, however, most deals are going to close because of your uniqueness and how you present yourself. The last thing you want is for a prospect to say…”Well, I’ve met with 3 companies, and they are all the same.” What makes you stand out amongst the others? Do you have a value proposition statement that you can say in less than 30 seconds that answers why you over the competition? It’s not…”Because I’m professional” or “Because we are highly qualified at what we do.” Everyone else has the same answer! You shouldn’t only have one unique value proposition. Make one up for each different type of prospect you encounter. I can tell you I have several, and I’d be more than happy to share them with you. Feel free to call or e-mail me for more info on value propositions! I love the chance to get to STAND OUT amongst my competition!