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Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

Book Description

Effective creative strategies and campaigns for business owners or marketers

Whether it's on the Web, in a book, or live in-person, the most effective solutions are those that unexpectedly grab our attention. David Langton and Anita Campbell identify eye-catching and thought-provoking marketing and PR tips, ideas, and creative "stunts." This compendium of winning ideas will inspire small business leaders, creative professionals, and students. Award-winning visual communication designer David Langton has worked for a range of businesses from Fortune 500 leaders to small businesses. Anita Campbell, an internationally known small business expert, reaches over 2 million small business owners and stakeholders annually.

Through case studies, photos, and illustrations, Visual Marketing displays creative marketing campaigns that brought attention to small businesses in unique, compelling, and unexpected ways.

  • Online visual marketing solutions may include apps, interactive games tools and modules; infographics; HTML emails / e-newsletters; widgets; YouTube videos; flash animation; social networking campaigns; websites, weblets, mini-sites; blogs; podcasts / MP3s; projected signage; PowerPoint / keynote presentations

  • In print solutions may include brochures, flyers; annual reports; books; direct mail, post cards; newsletters; invitations; letters; press releases; infographics

  • On-site, giveaways, exhibit, and tradeshow solutions may include live events and performances; signs; billboards; exhibits; banners; tent cards; posters; plasmas screens; kiosks; giveaways: tchotchkes, t-shirts, tote bags, etc.; floor graphics/vinyl graphic wraps

With Visual Marketing, you'll discover 99 powerful strategies for capturing the attention of your potential customers.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Contents
    1. Thanks To
    1. Why “Visual” Marketing?
    2. What's Inside
    1. 1. The Color of Money: A Small Bank Makes a Large Impression with a Colorful Campaign
    2. 2. A Website Showcases a Sense of Touch: Strong Navigation and Ease of Use for an Online Showroom
    3. 3. Augmenting the Reality of Mobile Advertising: Sharing Brand Information Visually over Mobile Devices Through Apps
    4. 4. Celebrating Creativity with a Killer Smile: Creating a Viral Marketing Effect with an Online Game
    5. 5. Putting the “Self” in Self-Portrait: Finding the Right Photo to Express a Personal Brand
    6. 6. Luxury Property Shown in Many Different Lights: Focusing on Stunning Imagery to Sell Luxury
    7. 7. How Many Ways Can You Destroy Your Printer? Going Viral with a YouTube Video Contest That Plays upon Customer Frustrations
    8. 8. Making a Legal Case for Insider Jokes: Using Cartoons to Market to Your Target Audience
    9. 9. Changing the Script on Scriptwriting: Organizing a Virtual Community Around an Event to Maximize Participation
    10. 10. When Is a Cup of Tea More Than Just Another Cup? Stunning Photography on a Website Differentiates a Product
    11. 11. Just the Facts, Ma'am: Creating an Interactive Online Quiz Attracts a Target Audience with a Deeper Level of Engagement
    12. 12. Getting a Leg Up on the Competition: Gaining Media Visibility for an Arcane Industry Online, Through Puns and Fun on Your Website
    13. 13. Building an Appealing Design: Presenting Your Process in Your Website Showcases a Competitive Advantage for an Architectural Firm
    14. 14. A Visual Marketing Firm Uses Optical Illusions to See Things Differently: Showing Prospects What You Are Capable of in Multimedia
    15. 15. Breaking Through the Gray Noise: Using a Flash-Based Presentation to Generate Leads While Also Serving as a Leave-Behind Piece
    16. 16. Delivering a Unique Marketing Campaign: Combining Staged Marketing Events with Video and Social Media
    17. 17. Finding Your Identity: Standing Out from the Crowd with a Website That Lets Your Personality Show Through
    18. 18. A Renaissance for Today: Creating a Forward-Looking Logo That Reflects the Past
    19. 19. Good Service Is Earned: Making a Brand Statement and Creating Viral Content Through Infographics
    20. 20. Design to Put Your Best Foot Forward: Using Sharp, Detailed Close-Up Photography to Demonstrate Business Capabilities on the Web
    21. 21. Spicing Up the Ornament Market: Using Bright and Unique Online Ads to Build a Brand
    22. 22. A Reflection of Style: Incorporating Your Business Style into Your Logo
    23. 23. The Right Way to Start a Charity Today: Using Facebook and Blogs to Build a Community Around a Good Cause
    24. 24. Education Can Be Creative: Formatting the Standard “10 Tips” Article to Convey Professionalism and Authority
    25. 25. Dressing Down for Success: Appealing to Consumers with a Personal Video Demystifies a Confusing Subject and Builds Trust
    26. 26. A Legal Holiday: Using Electronic Greeting Cards to Position a Law Firm as Friendly
    27. 27. A Picture Speaks a Thousand Words: Creating a Visual Interpretation of What You Do in an Industry Known for Facts and Figures
    28. 28. Walking the Talk: Making a Website That Reflects the Principles Fundamental to Your Business
    29. 29. Traversing from Print to Mobile: Creating a Mobile App Version of Print for Customers with a Foot in the Mobile World
    30. 30. Promoting Logos with a Guess-That-Logo Contest: Tying in a Contest with E-Mail Marketing to Increase Client Engagement
    31. 31. Marketing to Parents: Tailoring a Website's Look to Reinforce Your Target Niche
    32. 32. Leading by Example: Using Stock Images in a Downloadable Tips Sheet to Demonstrate That Marketing Can Be Easy and Inexpensive
    33. 33. Blogger Outreach in the Cloud: Using a Visually Inspired Word Cloud to Start a Conversation with a Blogger
    34. 34. An Illustrator Draws Up Timely Reminders for Prospects: Using Remarkable E-Mail Marketing to Keep Your Pipeline Full
    35. 35. Bringing the Topic of Skin Care to a Head: Messaging to Teens with a Clean Peppy Web Design
    36. 36. It's Not All Business All the Time: Adding a Personalized Blog Header Brings Human Interest to a Business Website
    1. 37. A Packaging Design That Really Helps the Consumer: Avoiding Lingo and Using Customers' Own Words to Stand Out
    2. 38. A Local Brewery Makes the Case for Better Beer Branding: Using Images from Your Business and Local Area to Brand Your Product
    3. 39. A New Spin on Making a Hit Record: Bringing Direct Mail Campaigns to the Next Level with a Mailer That Invites Recipients to Get “Hands-On”
    4. 40. Making the Most of Your 15 Minutes of Fame: Using Posters and On-Site Displays Together with QR Codes and Social Media to Reach 24- to 45-Year-Olds
    5. 41. Handing Your Brand Over to Your Customers: Getting Customers Deeply Engaged with Your Brand to Create Fanatical Loyalty
    6. 42. Free Stuff for Dogs and the People Who Dig Them: Using Beautifully Designed Packaging for Free Product Samples “Sells” a Premium Product
    7. 43. High-Tech Digital Communications from a 1970s Chevy Van: Marketing by Creating an “Experience” That Includes a Digital Billboard, Social Media, and an On-Site Presence
    8. 44. Designing Wine on the Inside … and Outside: Stimulating the Senses with High-End Packaging for a High-End Product
    9. 45. A Campaign That Really Knocks Your Socks Off: Appealing to Customers' Comfort Evokes Emotion and Differentiates a Commodity Business
    10. 46. New Beverage Design Creates Buzz: Simplicity in Packaging Emphasizes Purity in Ingredients for the Health-Conscious Market
    11. 47. Sustaining Good Design: Creating an Intentionally Retro Look Emphasizes Underlying Values
    12. 48. Hand-Drawn Promo Excites Young Brits Who Love to Draw: Giving Away a High-Quality Gift Increases Sales by Luring People into the Store
    13. 49. Sweet! Creating an Interactive Puzzle to Increase Booth Traffic at a Conference
    14. 50. Jump-Starting a New Package Design: Creating Quality Packaging Can Lead to Getting Carried by More Retailers
    15. 51. Rewarding Good Taste: Growing Your Customer Base Through a Clever Twenty-First Century Loyalty Program
    16. 52. A New Product Popping Up: Differentiating a Product in a Crowded Field Through Unique, Uncluttered Packaging
    17. 53. Too Big to Ignore and Too Personal to Discard: Using “Lumpy Mail” to Get Your Foot in the Door of the C Suite
    18. 54. Showcasing Talented Women: Creating a Calendar with Distinctive Photography for Yearlong Marketing
    19. 55. Get Your Clients Talking about You: Custom Designing Promotional Giveaways Makes a Big Splash
    20. 56. Breaking the Cutesy Barrier: Creating an Urban Chic Niche in an Existing Market with Displays and Packaging
    21. 57. Waking Up Your Brand with a Little Pillow Talk: Creating a Follow-Up Campaign That Makes Prospects Laugh … and Buy
    22. 58. Food Trucks, Today's Eatery Trend: Creating Cravings by Using Typography on a Truck Wrap
    23. 59. Get Me a Doctor, STAT: Using a Witty or Humorous T-Shirt to Interject Fun into How People Perceive Your Business
    24. 60. Thinking Outside the Box: Using College Lingo on an Unconventional Item to Attract Cult Status and Build Business on a College Campus
    25. 61. An A Cappella Visual Promotion for Musicians: Attracting Your Target Market with a Banner Containing Images and No Words
    26. 62. Getting a Bright Start in Branding: Using Three-Dimensional Displays Integrated with a Sales Presentation
    27. 63. Lunch Bags That Educate, Entertain, and Inspire: Maintaining a Strong Emotional Connection with Your Target Market Even as Your Brand Grows and Evolves
    28. 64. Making Friends Globally: Using Free Samples to Promote a Book and a Socially Responsible Business
    29. 65. Much Ado about Nothing: A Campaign with Clever Props and Giveaways Transforms a Hard-to-Appreciate Concept into Something Real and Tangible
    1. 66. Who Is Keith Beith? Capitalizing on a Unique Name and Interjecting Friendliness to Differentiate a Business
    2. 67. Face-to-Face Illustrations: Establishing an Identity That Allows Your Team Members to Express Themselves
    3. 68. Business Cards Get Social: Creating Business Cards That Mimic Social Media Icons Opens New Market
    4. 69. Changing Perceptions One School at a Time: Using a Marketing Pamphlet to Update an Organization's Image
    5. 70. Meeting Artists in Their Natural Habitat: Creating a Series of Posters Conveys the Range and Variety of a Large Event
    6. 71. The Omaha Cow and Snowboarding: Using an Iconic Symbol Updated with Current Culture to Create an Au Courant Logo
    7. 72. Translating a Global Brand into Local Currency: Making an Existing Brand Design Resonate in a Different Country
    8. 73. Getting to the Point in Acupuncture: Combining Professional Design with Do-It-Yourself Execution Keeps Expenses in Line
    9. 74. An Image Consultant Makes a Great First Impression: Differentiating a Personal Brand by Conveying Your Personality
    10. 75. A Recipe for Success in Publishing: Using Beautiful, Evocative Images Reinforces the Essence of a Publication
    11. 76. The Art of Making House Calls: Using Simple Logo Imagery That Marries Traditional Values with a Modern Business
    12. 77. An Unorthodox Community Campaign Promotes Kindness: Using a Powerful Name to Drive Action
    13. 78. A Communications Firm Stands Out: Using Unconventional Visuals Instead of Cookie-Cutter B2B Design Gets Attention
    14. 79. Is Your Name Defining You … Negatively? Renaming a Business Leads to More Sales
    15. 80. A Condo Development Has Historical Charm: Incorporating Heritage into Marketing Visuals to Emphasize an Offering's Key Selling Points
    16. 81. HR with a Personal Touch: Using a Descriptive Name and a Caricature for a Consulting Business Sets You Apart
    17. 82. All That Jazz, Funk, Blues, Pop, and Hip-Hop: Making Modifications in Your Imagery Can Appeal to a Younger Audience
    18. 83. Communicate Issues Boldly: Using Bold Graphics to Drive Home the Importance of Messages
    19. 84. Eat or Be Eaten: Appealing to Local Tastes and Cultural Understanding in a Local Marketing Campaign
    20. 85. Clothing for the Cosmopolitan Outdoorsy Type: Expressing the Importance of Form and Function for a Brand in Print
    21. 86. Capturing the Legacy: Creating a Commemorative Book with High-Quality Graphics Conveys an Organization's Values
    22. 87. All for One and One for All: Repurposing Marketing Collateral on a Very Low Budget
    23. 88. Evoking Mood Through Design: Using Custom Invitations to Make Your Business Entertainment Last Beyond the Event
    24. 89. High-End Rewards: Offering Upscale Coupons Grows Loyalty, Prevents Cancellations, and Sells Add-Ons
    25. 90. It's a Family Affair: Making Your Business Story Come to Life with a Beautifully Designed Print Piece
    26. 91. An Industrial Business Bucks the Trend: Expressing Quality Through Color and Design Becomes a Competitive Advantage
    27. 92. Sharpen Your Sights: Using Clever Advertising That Makes Viewers Stop and Think About Their Needs
    28. 93. A Program for All Seasons: Creating an Overarching Marketing Theme for the Entire Year
    29. 94. The Express Lane for Sales: A Visual Pitch Book Captures the Sales Process and Trains an Ever-Growing Sales Team
    30. 95. Three-Dimensional Business Cards: Expressing Your Creativity on Your Business Card
    31. 96. What's a Symchych? Accentuating a Hard-to-Pronounce Name Can Be a Winner
    32. 97. Technology Can Be Sexy: Poking Fun at Your Industry's Stereotypes Makes It Easier for Customers to Relate
    33. 98. Making Saving Look Good: Delivering Vouchers and Coupons That People Want to Save
    34. 99. Good Design Flows from Product to Marketing: Creating Postcards That Are “Saveable” to Keep the Sales Pipeline Full
  11. INDEX