Graphic Workshop: Innovative Promotions That Work

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Consider where the promotion will be opened, in what state

of mind the recipient will be, and what they will be pleasantly

surprised to receive.” Promotions that are purely self-serving

will never make that ever-so-valuable connection with a target

audience, ultimately leaving your efforts in the circular fi le,

unopened and never read.

Each promotional initiative is also an opportunity to explore

outside the limitations of client-driven work to showcase new

skills. For Fusionary Media, this meant really pushing the

envelope. The design team decided to invite clients and col-

leagues to a virtual New Year’s Eve party held in cyberspace.

By creating an animated adventure game, the fi rm was able to

highlight recent offerings in a fun, imaginative, and engaging

way. (See page 80.) “We always try to seek out new avenues in

order to keep things interesting for ourselves and our audi-

ence,” says creative director T.M. Camp. “We’ve found that

clients hang onto the game and play it throughout the year,

creating a far longer and more profound impact.”

Whether you are hosting a real or virtual event, fi rst plan

everything out by crafting a detailed creative brief supported

by a comprehensive timeline and budget. This will not only

ensure that you consider the initiative as a whole before you

begin designing but also that you stay on track and don’t break

the bank in the process. Every promotional endeavor is an

investment. Each initiative strengthens client relations, building

brand equity over the long term.

INVITATIONS, ANNOUNCEMENTS, AND CARDS

Almost any notable occasion or endeavor is worthy

of a promotional message when it comes to maintaining that

vital connection with clientele. The announcement of a new

website, the celebration of an anniversary, the addition of

new staff members, or the achievement of awards all open

the opportunity to engage in communications.

To make a memorable impact, it is important to start with

a strong overall concept. Allow the message to drive the

design, not vice versa. Keep your audience small and person-

alize promotions as much as possible. “Instead of spending

your budget on a mass mailing, identify your best targets

and surprise them in a real creative way,” suggests Orlando

Facioli of Orlando Facioli Design. “Use interesting textures

and unexpected materials for them to touch and discover.”

Tactile surfaces, three-dimensional formats, and tangible

bindery encourage interaction, while scented add-ons,

tasteful treats, and an element of sound enhance the overall

sensual experience. Being a bit more innovative from either a

presentation or production standpoint can pique interest.

Most important, make your promotion relevant and interest-

ing for the audience. “We look at each promotion from the

recipient’s perspective by asking ourselves ‘what do they nor-

mally see, in what environment, and how is it delivered?’”

says Justin Ahrens of Rule29. “Then we try to be unique by

taking a different approach, whether it is size, format, im-

age, vocabulary, or materials.” Pamela Zuccker of Principle

agrees, “Always design with the end experience in mind.

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