PDF = Portable Document Format. Or PDF = Pretty Damned Functional. There are so many ways to bring life to a PDF these days it would be a shame to not take advantage of them.
The Internet is an especially tricky medium for cause marketing. Its enticing links, ads and images encourage users to flip from one website to another, with the promise of ever more interesting content on the next page, so it’s harder to maintain a visitor’s attention than in a magazine or newspaper – especially if the topic is serious.
The 11 Days of Remembrance are not a time for crass marketing. But that doesn't mean we can't market. For charitable organizations like the Royal Canadian Legion, which presides over Remembrance Day ceremonies in Canada, tone makes the difference between engaging people and enraging them, especially when the organizations’s cause is an emotionally difficult one.
This past Remembrance Day, one simple icon encapsulated the feelings of mourning, reverence, strength, honour and, of course, remembrance across North America and Europe: the poppy.
Trade shows can be complicated animals to wrangle. Here's a quick reference guide.
Marketing is now a two-way street. Thanks to the Internet, it has gone from company vs. individual (via newspaper or TV ad, or direct-to-public campaign), to company vs. everyone with a computer.
The seasoned graphic designer knows that designs aren't simply created on the screen and sent off to the printer without another thought. The designer understands the printing limitations and works within them, leverages them and works with printers to get it right. And then there are those who are not graphic designers...
Sometimes, trying too hard increases the odds of things going sideways. This principle is definitely true in marketing. In our world, the path of good marketing is narrow (although not necessarily straight) and the wilderness is vast.
It's very easy to offer wine for sale online. It's a whole other matter to sell wine online. Selling wine online is about positioning, perception and personality, way more than shopping carts and shipping.
Often, the small winery will burn A LOT of money on a label and expect it to sell their wine. There are other components of the package that are just as deserving of consideration in partnership with the positioning, pricing and distribution strategies.