Category Archives: Creativity

Sprucing up the yard — DIY style

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A couple years ago, we had a landscape company come out to our condo and plant a bunch of new vegetation. Before that, we only had one kind of plant in front of our building. So once the growing season was done, we’d have a period in spring and fall where it was just a dirt patch that lined the front of our building. Not attractive. So the company planted vegetation that would grow at different times of the year (including shrubs that would remain green throughout winter). This way, we wouldn’t be left with that ugly dirt patch.

The one thing we didn’t have them do was a trim along the edge of the flower beds. We had thought that the natural transition to grass would be fine – plus, it saved the association a bunch of money to not have them do the trim.

After a couple years and an uneven grass line, we (my wife and I) decided we’d put in a brick trim. Taking cues from all the Home Depot and Lowe’s commercials, we got to “doing.”

After several trips to Home Depot to get 240 4.5-inch crescent edgers, 20 50-pound bags of leveling sand, a new wheelbarrow, gloves, a 2-foot level and shovels, we were ready to go – and I got a pretty good workout.

First, we laid out the brick in the way we wanted to set it. We were able to make sure we liked the look before any digging (much like the measure twice, cut once rule). Once we were satisfied with the placement, it was time to dig the trench for the bricks…

As I dug the trench, my wife followed behind, dumping in the leveling sand and keeping a base of at least an inch thick. We then put the edgers into place. Because of the shape of the edger (think Pac-Man-like), they “locked” into place. Using a rubber mallet, we tapped them down and used the level to make sure they were even.

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The tricky part of the job was part of the front yard where, in the span of about 10 feet, there was a significant slope of about 4 inches. After looking at other homes that did similar work (some keeping the bricks level, others going with the slope of the ground), we decided to keep the pavers level. I think that just gives the yard a cleaner look. Luckily, I had dug deep enough at the highest point in the yard, so that when we got to the lowest point, the brick was only about an inch to an inch and a half above the grass line. At the highest point, the brick is level with the yard.

After about 16 hours of work, we were finished – and tired and sore. You tend to forget about all that, however, once you look upon something you did yourself and are proud of. I think that’s why I enjoy DIY projects – the sense of accomplishment you feel after a project well done. Plus, doing it ourselves saved the labor costs of hiring a company to do it.

So now that summer is upon us (sort of), what kind of projects around your house are you planning? We’d love to know. Or if you did a similar job, how’d you do it?

Take a tour of our new website

screenshotWe all know how tempting it is to set aside our own business needs in favor of helping clients. Clients always come first. Over the last few months, while we were creating beautiful work for our clients, we were able to find little pieces of time to do it for ourselves.

We redesigned our website so that it’s easier than ever to learn, share and connect with us. Here’s how:

  1. It’s light, clean and well-organized so you’ll find what you’re looking for instantly.
  2. The expanded Portfolio gives you a close look at our latest work across a wide range of marketing capabilities and industries. From videos and e-blasts to websites and newsletters, you’ll see exactly what we do and how we do it.
  3. Find out what makes each of us tick on the new About Us page. You’ll also learn our favorite treat.
  4. We work with organizations large and small across all industries. Read some of their stories in our Case Studies to learn how you too can benefit from our expertise.
  5. It’s easier than ever to find marketing insights and ideas on our new Blog. Enhancements include featured posts and short introductions about each topic so that you can get top tips at your convenience.

Check out our new site now and come back often! What do you like about it? What, if anything, would you change? We want to hear from you, so let us know what you think.

 

Detox from bad marketing habits

pencils targetOne of the worst things companies can do is the status quo: doing just enough to get by but not going the extra mile while promoting their organizations. The bare minimum won’t cut it anymore. Your customers have other choices and your competitors are going after them. Are you missing out on potential opportunities?

Don’t let your marketing plan continue in a rut. Old habits are hard to break, but you can do it in small steps. Don’t try to change everything at once – you’ll overwhelm yourself and go back to your old ways.

Do any of these bad habits sound familiar?

The status quo

Many of us feel compelled to continue on the road most traveled and are comfortable doing what everyone else has done. But what if you decided to break away from the pack and venture into uncharted territory? Would you stand out? The answer is yes.

First, you have to have a strong backing – financially and organizationally – for your initiatives to work. Commit to your cause and fight for it. Going outside the norm entails some risk, but the benefits can be huge. Assess whether your return outweighs the risk.

Relying on emails           

Too many times, companies rely solely on generic email campaigns rather than communicating with prospects through personally addressed letters and emails, phone calls, and targeted ads. The average prospect receives too many mass emails and yours are getting lost in the mix.

Using purchased marketing lists

Don’t do it. Purchasing lists increases your bounce and unsubscribe rates. When people are spammed with emails they didn’t sign up for, they’re more likely to reject what you’re selling – even if they’re in the market for your product. It’s better to build your list by generating interest through website and social media channels. Purchased lists are not targeted. The people who are on them don’t know who you are and didn’t ask you to email them.

Inadequate content

Don’t send stale, insufficient content to your prospects. Find out what they’re interested in and highlight those topics. You can do this through trial and error. Look at your analytics for specific topics in your newsletters and e-blasts. If certain topics have high open rates, it’s a good indication your prospects are interested in learning more. Try writing another article related to that topic. If you get stuck, you may want to hire a professional writer.

To summarize, build your contact list with clean, opted-in prospects. Use a combination of targeted e-blasts, newsletters, offers, and/or phone calls to promote your company. Focus on providing quality, insightful content and be creative ways in getting the word out.

Dealing with a tight budget? Make do with what you have: Focus your energy on improving your content and design.

What targeted marketing efforts work for you? Let us know in the comments below.

Behind the scenes: An inside look at design

Earlier this year, The Simons Group had the opportunity to work on materials for three award galas. I love working on award materials because they are a chance to celebrate honorees and each organization as a whole.

Below are two of my favorites from 2013: an elegant trifold program for BOMA Chicago and a fun twist on IABC’s Call for Entries for the Chicago Bronze Quill Awards.

Edward Bury, our contact at BOMA Chicago, was a pleasure to work with. He had a clear vision of what he wanted, but left the creativity to us. It was important to him to have a sophisticated and classic program. He also wanted to include categories and names that weren’t included in past brochures. Space was a challenge, but with just the right organization, everything fit nicely. For the cover, I chose a striking photo of Chicago and tied everything together by using the yellows in the photo to create a subtle gradient on the inside spread.

blog-program-boma

I always enjoy designing multipage layouts, so the IABC Call for Entries was a treat. Alex Mitchell, our contact at IABC, asked that we incorporate a quill to tie back to the show’s title. To do this, I drew a few different quill silhouettes and created abstract designs by layering and varying their opacities. I carried this design element throughout the entire piece to create a uniform look. Overall, this two-color design is very clean, open and easy to read.

blog-program-iabc

Good luck to all of this year’s nominees! I’m looking forward to next year’s award season.

Have any designs inspired you lately? What elements appealed to you? Tell us about them in the comments below.

 

Dodge’s Super Bowl spot may be the blueprint for other industry ads

Half the fun of the Super Bowl is watching the elaborate collection of hyper-expensive television commercials that serve as interludes during the NFL season’s coup de grace. And while the loudest cheers – and jeers – went to Budweiser’s Clydesdale melodrama, Tide’s food-stain zealots, and GoDaddy.com’s dork-kissing supermodels, Chrysler’s understated 120-second Dodge Ram spot quietly walked into a honking, flashing commercial Thunderdome and walked out with some of the viewers’ loudest applause and an advertising blueprint for upstart businesses.

Created by The Richards Group, Dodge’s “Farmer” spot is essentially a glossier, Ram-ier version of this farms.com ad from 2011. Dodge partnered with the National Future Farmers of America Organization, an agricultural Boy Scouts of sorts,  in a $1 million fundraising campaign to benefit the group’s foundation. Both spots feature a voiceover of famed radio host Paul Harvey’s 1978 FFA convention speech and are set to inspiring still photographs of earthy farms and farmers.

To most watchers, “Farmer” undoubtedly feels more like a public service announcement for the agriculture industry than a truck commercial. Rams were subtly included in several of the images, but are so overwhelmed by the striking iconography of rural America that the ad positioned Dodge as an awkward third-wheel on a date between the FFA and NFL fandom.

“Farmer” was designed to juxtapose the omnipresence of Dodge within the proud farming class. The ad is a boon for the agriculture industry and the Future Farmers of America. It’s just unclear how many trucks the commercial is going to sell. What should make the Dodge ad so compelling to upstart businesses is not only that the FFA wooed a major brand to forfeit its Super Bowl moment, but that almost everyone was happy about it. The emotional pull viewers felt toward the farming industry and the simplicity with which the spot was created should be a weathervane to other industries hoping to publicize or monetize their services.

“Farmer” ranked third among Super Bowl commercials in USA Today’s Ad Meter. Forbes raved, Slate called it the night’s “most striking Super Bowl ad,” and The Wall Street Journal referred to it as the “great American Super Bowl commercial.”

Contributing to the English language

Dictionary“If he or she makes more than $250,000 annually, then his or her refund is reduced by $2,100.”

You’ve no doubt read a sentence like this and wished our linguistic forefathers had used a little more linguistic foresight before creating such a cumbersome way to describe this well-compensated, gender-neutral person who’s now out a few thousand dollars.

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8 simple ways to beat writer’s block

It happens to the best of us. Whether you’re working on a presentation, a blog post or a newsletter, it can sneak up on you at any time.

Say hello to writer’s block.

Even professional writers experience moments when the words won’t come. Staring at a blank screen can be frustrating, especially when you’re on deadline. Whether you’ve got days or only a few hours to complete your project, try one or more of these winning strategies to smash through creative obstacles: (more…)

A Thanksgiving worth reliving

As we collectively prepare to eat our weight in candied yams and stuffing (probable), watch the Texans stomp the Lions (extremely probable), and sleep for the next three days in a turkey-induced coma (guaranteed), it’s time to extend our gratitude to those who helped make these last 12 months better than any other in The Simons Group’s 31-year-history.

Our founder
In the beginning, there was Lee Simons Zoldan. So let us start with her, because without her, there is no “us.” Every day, she incubates a company that allows good people to do great work. Through her trust and objectivity, the rest of us have thrived on successes that would be unheard of in other agencies.

Our creative culture
The Simons Group would be useless to its clients if it were shackled and muted. Innovation, integrity and optimism would not appear in our work if we weren’t encouraged to insert ourselves directly into it.

Our staff
The Simons Group knows precisely who it wants working for it and plucks only the most fitting personalities onto its creative roster. There are no close-enough associates, no good-for-now temps, no stopgap employees. Today’s staff is a chain without weak links.

Our opportunities
Talk to enough people in this industry about the work they do and you’ll find a certain amount of dry rot setting in because they think it isn’t rewarding. None of us at TSG feel that way. No words can express how indebted we are to have the irons to match our company’s fire.

Our customers
Look, I get it. I can hear your eyes rolling around in your head. Of course, a business is thankful to those with whom it does business. But you have to understand something: All of us at TSG are hungry to create, improve and optimize. We’re junkyard dogs; our clients regularly toss us raw steak. As our feasts and famines shift with them, what better time to give thanks than on Thanksgiving?

Once again, thank you all.

What are you thankful for? Let us know in the comment section below.

 

Holidays are here – where are you?

The holiday season is upon us.  Have you felt the chill in the air?  This is the part of the year when businesses devote more time to reconnecting with clients and potential customers.  Sending a greeting card, by mail or electronically, is a simple gesture that spreads joy and goodwill.

For businesses, holiday cards show you appreciate your customers.  Especially for your long-standing customers, who have been with you through thick and thin, a card can make the difference for the coming year.

If you weren’t planning to send an e-card this year, consider first how easy it would be to keep in touch with your contact list through such a simple, friendly and fun gesture.  You’re not selling them anything, you’re not promoting anything; you’re just there to wish them a happy holiday.

For those of you who don’t make sending cards a regular occurrence, I suggest personalizing a card through animated graphic design or a company photo.  First you must choose an overall vibe for your card, whether it’s humorous or something more professional.  Then create a message that speaks to your clients and prospective customers.  The message can showcase your past accomplishment or express your anticipation for the year to come.  Your customers want to know what you’ve been up to, so tell them.

Don’t forget, have fun, send your cards early, and when in doubt, hire a professional.

Happy Holidays.

Are your e-blasts working?

If you’re like most companies today, you send electronic communications to prospects, current customers and stakeholders.

Recent research from Monetate, an e-commerce software firm, shows that 4.25 percent of visitors who arrive at a website through an email turn into customers. Monetate’s found that only 0.59 percent of visitors who arrived via social media turn into customers.

The lesson? E-blasts – when used properly – yield significant results for your business. Misusing an e-blast can have the opposite effect, however. What are the ingredients for a winning e-blast?

  • Clean copy. Did you edit your copy carefully? Did you overuse exclamation marks? Is your point clear? Is your copy too long? These are important questions to ask yourself before you send an e-blast. A well-edited, concise e-blast will go a lot further than something sloppy. Two paragraphs of copy – a couple of sentences and maybe a few bullet points – is all you need.
  • Clean coding. Make sure whoever puts together your formatted e-blast knows what they’re doing. Be sure to remove [TEST] tags from the subject line. Eliminate sloppy HTML, which usually rears its ugly head when converting Microsoft Word to HTML. Edit the final layout with an eye toward eliminating any errant tags or other bad code that made it into the e-blast. If these types of errors show up, readers will not be impressed.
  • No gimmicks. Don’t promise the moon, and don’t write too aggressively. For example, lead sentences like, “For only $100, you can get …” usually scare people away. While you’re at it, go ahead and remove “free offer” and “risk-free” from your e-blast vocabulary as well. Show that you’re adding value, and let people know you can fill a need.
  • Don’t overwhelm. Aside from managing the content of individual e-blasts, make sure you’re not doing yourself a disservice by inundating subscribers with emails. There is no standard frequency when it comes to sending e-blasts, but a good rule of thumb is a minimum of once a month and a maximum of once a week. The worst thing a company can do is turn a loyal reader into someone who hits the unsubscribe button, and readers frequently opt out of e-communications when companies flood their inboxes.

At the end of the day, a well-crafted e-blast is good for your business and can promote products and services that help your customers. Take these steps to make sure you’re getting the most bang for your buck.

Have any additional e-blast tips? Share them with us in the comments section below.