In some instances, a client of mine will have a really great marketing idea! It may be based on instinct, or a hunch, or a clear and profound understanding of what moves their consumers. But, they haven’t the slightest clue of what it looks like. Try going off of those directions!
Sometimes the answer lies in exploring how other brands with a similar audience communicate. If you’re a luxury brand, see what the Ritz-Carlton is saying to their customers. Frequently, well examine stock photography to see if certain images strike a chord. Sometimes the answer is that we need something more than a clever stock photo, a rich color palette, or an emotive font. What we need … is art!
This was the precisely the case for a foodservice client I began working with 10 years ago. My client was preparing to order a promotional product for the most important trade show that they attend each year, and they wanted something great. Something really great, within budget!
We settled on a custom designed reusable shopping bag. The audience at this trade show is more than 90 percent women. The director of sales knew that others would give out bags, but that we could win hearts and minds if we gave away a bag that was strikingly beautiful. He was right.
The cost of producing this bag is the same as if we screenprinted the company name, a product image or nothing at all. But, by applying a Dawn of Designs illustrative piece of art, we stole the show. A home run. And for the past seven years, we’ve returned with an equally beautiful custom designed bag. Guess which booth the ladies seek out when they enter the exhibit hall?
If you know your audience, and have a hunch as to what will please them, impress them, make them smile, let’s design it. After all, what’s more inspiring than the meshing of art and commerce?
