http://www.maniacsolutions.com/brainstorm-marketing-iowa/
Marketing Topic: # 127 Technical Drafting
One of the best selling design pieces that I have received in years was a come-at a conference at MIT. Each panel applied the metaphor of a deck of cards, both in the design and text. The bullets in the form of hearts, spades, diamonds and clubs and captions like " This session offers you all the aces you need "carried through the unified theme. After spending so much time studying this piece, I thought the sessions conference would have something to teach me too, and I joined.
Another piece of marketing, CM Communications, Inc. of Boston, fell into my files due to its intelligent use of a tailoring item. Entitled "Getting the Right Fit", used the three-panel brochure for a tape measure to illustrate captions as "No Hem Yourself In", "looking for a versatile dress," Costs "Button Down" and "S, M or L?
Well executed results in marketing, because they go beyond the features and benefits of participating emotions and intellect. They also provide unity between words and graphics, and therefore more memorable. Sometimes they involve a creative way as well.
Cindy Marshall, Jefferson, SD South, use the subject of a police suspect file in a promotional piece for Media Concepts, near Sioux City, Iowa manila file, coffee stain with a real-looking, open to fingerprints, crime scene Polaroid articles and a profile including "guiding unsuspecting customers caught in the specification advertising goals "and" know that armed with state of art equipment. "
To select an item of cash, stay away to everything I've seen implemented in your industry. Play an old parlor game to stimulate your imagination: If your product, service or business were a fruit, what would it be? If it were a song, which one would it be? If it were a means of communication, what would it be? How about a feature of the landscape, A type of climate, a dessert, a banking transaction?
Or, think of some general categories of phenomena that provide a rich source of topics: Nature, Technology, Business, Relationships, mythology, popular culture, occupations, and Common Problems. Sometimes a play on words, as in "A rental Authority" employment for a company, provides a useful metaphor might be used. Once you choose a provisional concept, a brainstorming session related to "shoot" case; OK Corral; bad; sheriff, Wild West, trigger-happy.
For maximum effect, a subject must be unexpected, such as "Road to Internet Profits" and yet familiar enough for Visual elements such as anchors and rudders and textual references to "catch the wind 'and' still waters' make sense instantly. The theme should always be more specific, and common picture of what you are selling. Otherwise, you have created an unnecessary mystery rather than a piece convincing sales.
As with any marketing idea, test it with people similar to your potential customers to make sure that provokes a laugh or a nod head instead of a "Huh?"
About the Author
Marcia Yudkin is the author of 6 Steps to Free Publicity, Persuading on Paper and Web Site Marketing Makeover, and a seven-time Webby Awards judge. She teaches a 6-week course on no-hype copywriting for business owners and marketers; complete details:
http://www.yudkin.com/copycourse.htm