The last bell of the high school year just might be the sweetest sound in existence. When we think about it we can’t help hearing School’s Out, Alice Cooper’s anthem of teen rebellion, playing in our heads. After that bell, it’s work hard, play hard for two months. Hell yes.
Anyone over 40 will remember Red Rose Tea, for a while in the last century, the quintessential Colonial Canada Tea. Tea so British that the English were disappointed it was not available to them.
If ever there were opportunity to mask lacklustre content with glitzy design, it’s not in consumers’ email clients. It’s widely accepted among e-marketers that attaining visual continuity across email clients comes at the price of complex design.
Or maybe it's not. Maybe it's time to give it a promotion, a corner office and a hot personal assistant.
It's getting easier and easier to spot relevant marketing these days. Not because there's more of it, but that it sticks out by its rarity.
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.
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...