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“Focus on your target audience,” advises Blu Concept’s Rich-
ard Klingle-Watt. “Get inside their head and turn them on in
an unexpected way. Get them excited about the possibilities
and opportunities that you can offer.”
Through collaborative endeavors, creatives are unfolding new-
found promotional possibilities when it comes to campaign
initiatives. Group-inspired promotional endeavors draw from
the collective energy, skills, and wisdom of each participant
involved. Because the fi nancial and work responsibilities are
divided among the group, a collaborative campaign allows
for the exploration of avenues far more outstanding than
what any one participant would have the budget, time, or
resources for. When illustrator Chris Sickels of Red Nose
Studio collaborated with the designers of Planet 10 and the
high-end printers Quality Printing and D.E. Baugh (See page
156), the results were nothing shy of inspirational, uplift-
ing, and rewarding for all involved, garnering a great deal of
attention both nationally and internationally “Working with
the right people with the right passion for good work can
push your work above and beyond,” says Sickels. “Everyone
involved in the project made it better. The designers helped me
see the project as a whole while the printers had the ability to
create a piece with the attention to detail that would carry my
vision throughout.” With a captivating and engaging design,
a personalized and distinctive message, and an accurate and
well-targeted mailing list, campaign initiatives can be a great
way to go after new prospects as well as generate repeat busi-
ness from existing clientele.
Rather than relying on any one venue to deliver their
message, creatives are penetrating an audience on many
fronts. Well-crafted campaigns are being employed as an
effective way to make a long-lasting impact. “If you meet me
once, chances are you may forget me. If you meet me three
or four times, you are more likely to remember, and not only
that, I’ve probably formed some unforgettable impression
in your mind—good or bad,” acknowledges Ric Riordon of
Riordon Design. “Making the right impression has a lot to
do with being sure you’ve carefully planned for it.”
When designing a campaign, think in terms of creating an
experience for the audience. Like a director of a theatri-
cal performance, you need to set the stage, defi ne the main
characters and their roles, and ensure that the storyline plays
out in a captivating way. “Within the last few years, markets
have become much more complex, requiring us to design
more strategically,” observes Riordon. “More than any other
time in recent history, there is a challenge to custom-tailor
the experience in a promotional effort”.
Instead of approaching a broad spectrum of clients with a
series of generalized promotions, narrow your targets to
a select group, creating a more personalized initiative that
speaks to clients in ways that matter to them. “People like to
be addressed personally,” comments Aleksandar Mac´as˘ev of
Black Pixel (Folie a Trois). “Communicate to someone you
know, and your audience gets a message from a friend.” The
best campaigns customize to the needs of the recipient.
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