Meet Chuck from E-Zee Fence Post Repair.

 

I got a referral from a friend of mine. I called and I met Chuck at Starbucks. We exchanged business cards and I was trying not to let my jaw hit the ground! I looked at his business card and was frustrated because I didn't know what his logo or product was. He asked me what I thought of it…

There were a couple of problems:

1. I asked him how he picked his company's name "E-Zee Fence Post Repair"

CHUCK'S ANSWER:

It described the ease of using the product. Unfortunately, there is another company with the name EZ Fence and E-Z Fence products.

* This is a big branding problem if you are trying to sell a product that conflicts with competitor names. Most of the time the buyer will go with the first one that he finds.

2. His company card didn't have a logo that makes product memorable to target market. 

I took some time to explain how branding works for your business. The card that the designer created had three different icons on it. The recycle bug, the fence and the "President's Club" logo.

He explained that his background was in sales and that the designer that he hired basically created the pieces without any reasoning. And billed him $1500.00 to boot!

3. The designer didn't use any bleeds on the card (which normally has the card cut unevenly). It also tells me that he probably had it printed online to cut his costs.

4. Used all CAPS for the long business name. It is harder to read both for print & web.

5. The designer's "Before" business card didn't stick out. I told Chuck that he needed to have a sticker of his brand on the product (I will show in another post). I presented his card with a blue and red logo (which really popped). Chuck didn't want his logo to have that much attention so we compromised on a brown color.

I told Chuck that I would help him out with his branding and all his marketing. I knew that he didn't have very much more money to spend before he went broke, so I put a little time in this project. My goal is to do the right thing and give Chuck some marketing that would help his business and look professional. He has been very happy with his new campaign. Unfortunately, I met with a public relations specialist, Amber Dennis and she told me that Chuck should rethink his whole business name but he couldn't afford to spend anymore time (or money) with branding his product. I did the best with the cards I was dealt and it was a HUGE STEP for Chuck and his business!

My next post will show the brochure that I created for E-Zee Fence Post Repair.

From an article posted in the Costco Connection by Andrew Lock on "Don't Give UP".

Elton John

"A friend of mine in the music industry personally auditioned a singer by the name of Reg Dwight in the 1960s. He unceremoniously shoved the singer out of his office for wasting his time. That singer is now better known as Elton John."

From an article posted in the Costco Connection by Andrew Lock on "Don't Give UP".

The Beatles

Decca Records turned down a recording contract with the Beatles with this fascination evaluation: "We don't like their sound. Guitar groups are on their way out."

From an article posted in the Costco Connection by Andrew Lock on "Don't Give UP".

Charles Schulz

"every cartoon that Charles Schulz (creator of the comic strip Peanuts), submitted to the yearbook staff at his high school was rejected.

 

From an article posted in the Costco Connection by Andrew Lock on "Don't Give UP".

Albert Einstein

"did not speak until he was 4 years old and did not read until he was seven. His parents thought he was 'subnormal,'  and one of his teachers described him as 'mentally slow, unsociable and adrift forever in foolish dreams.' He was expelled from school.

Positioning

Another one of the wonderful tips from DHX Advertising's "Marketing 101"  digital booklet.

What is your Purpose?

I think that a better word is Purpose. There is another great book that I have to share with you called, "It's Not What You Sell, It's What You Stand For". Roy tells stories about companies that will be left standing after our little recession because they are businesses that stand for something (or cause).

The majority of business people will say, "To make a million dollars!" Because that is what every company wants to do. But by having a purpose, you have something unique about yourself or business. Whether it is to help your local community, school or non-profit…the message will get spread to others in the community that will always come back to you in a positive light.

 

© 2011 Michael Johnson - Inkspot Graphics. All rights reserved

Mastermind Brainstorm for Local Printers

We were brainstorming marketing ideas for my business during our bi-monthly Mastermind group. One of the members, Terry said that I should come up with a marketing piece for local printers that are struggling in this new economy. I told him that I had a postcard that I designed when I was at Revere Graphics (prepress company in Portland, OR).

Now the printing company could either direct mail these to their existing mailing list or even to new markets. My client, Derek (from Lasko Printing) likes to present something to his client when making sales calls. 

While at my office, I came upon another great concept that may work better than a postcard. I bought these along time ago for creative brainstorming from Roger von Oech. This would be another great option is to have an oversized trading card size that the client could keep in a package that was branded with the Lasko logo. 

I pitched both ideas to Derek and he liked the trading card idea. Now I slowly have to build up all the card/tip designs.

Lasko Trading Card Idea

This is what I came up with. They are a little bigger than playing cards or your business card 3" x 4.5" but printed on a durable 100lb card stock. They have been varnished to keep off finger prints and protect from the wet weather. I also like the die cut rounded corners, it is very subtle but adds a little extra. Very professional!

100+ Different Tips & Tricks

I started to write a list of different subjects/tips that I could write for printers. Here are just a sampling of the subjects that I covered:

prepress techniques

bindery/finishing

social media for printers

spot vs. four color printing

software tips

direct mail

marketing tips for small businesses

photography tips

creative graphic design tips

digital printing

what to look for at a press check, etc.

It seems almost endless…I could probably write 300 of these tips, if I put my mind to it.

 

 © 2011 Michael Johnson - Inkspot Graphics. All rights reserved

 

 

Great Marketing Idea to Help City with Speeders

I just saw this video. It was amazingly brilliant. Why can't we come up with more contests to deliver great ideas like this?

 

The Speed Camera Lottery - from infrastructurist.com

 

"That’s a question Volkswagen recently posed in a public contest — and the winning entry was the Speed Camera Lottery, conceived by Kevin Richardson of San Francisco. Richardson’s idea, quite simply, is to build a better speed trap. Strategically placed traffic cameras will photograph all passing cars. Drivers exceeding the speed limit are sent tickets, while those obeying it are pooled into a lottery funded by the fines. Every now and then a randomly selected winner is sent a check."

 

 

Catch their eyes!

 

I was very happy with this ad that I created for local CEIC publication. It does a couple of things…

 

1. It will stop people when they are reading publication because of curiosity. Why does this cow have a funny icon on him? Now they have to read the copy.

 

2. It is humorous which reflects on my personality and business model. 

 

3. The icon (or QR code) is one of the fairly new social media technologies that will actually direct you to my website blog if you were to use a QR reader on your smart phone.

 

We also thought about putting a testimonial from another CEIC member but I thought that it would disrupt the clean layout. I love the white space!

 

Do you have any other samples of good layout that has plenty of white space?

 

© 2011 Michael Johnson - Inkspot Graphics. All rights reserved

I was approached by a local restaurant (Madison's Grill) to help produce their logo on a beer growler. I have another vendor that makes a mask using a sticker material that is great for sand blasting. We adhere the sticker to the glass growler and Voila!

SUGGESTIONS FOR MY CLIENT.

1. When they originally approached me, they wanted their logo on a clear growler. I went to a local beer supply house and bought a clear & amber growler. I explained to my client that we ought to try a sample on two different growlers to see how it looks. I was concerned that the sandblasted logo would not be seen clearly with its texture on the clear glass.

 

2. They liked the amber growler with their sandblasted logo. But I also slipped in the question of how they would feel about using some paint in the sandblasted area to really make the growler "pop" and have their brand recognized at distances. They were skeptical and asked about the cost. I will bring down the painted version to show them the difference and hopefully they will see that I am going the extra distance for them. In fact, I will volunteer to do it for free.

 

TAKEAWAY

By taking a risk and trying something new, I may have a new niche to fill in creating sandblasted growlers for the restaurant/bar industry.

 

 © 2011 Michael Johnson - Inkspot Graphics. All rights reserved