Post on 01-Nov-2014
description
STOCK GRAPHICS SUCKdon’t do it
http://justcreative.com/2008/09/30/top-7-most-cliche-stock-images-used-in-web-design/
REMOVE THESE IMMEDIATELY
arlingtonbusinesssolutions.com
CLICHÉ COPY + CLICHÉ STOCK IMAGE = LAME
Could be any brand…• Generic graphic choices
• Common color choices
• Typical copy
VERSION 1 W/STOCK PHOTOS
Getting closer…• Duotone Stock Graphics
• Custom icons
• Stronger brand colors
VERSION 2
tekserve.com• Proprietary photography
• Bold colors
• Matches all current materials
• Even when you can’t see the
Tekserve logo, you can still
tell it’s our brand
TODAY
Largest & oldest Apple Specialist Founded 1987 Apple Repair Apple Sales Audio & Video Systems Specialists iPad Deployment Experts
CELEBRATEYour Clients, Your Vendors, Your Employees
Subheader• Bullet 1
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http://www.behance.net/maureenkelleher
TYPICAL DIRECT MAIL
COPYshould sound like you
…a leading provider of technology solutions for professionals in a variety of markets.
Sounds just like…everyone else
WHAT YOU DO IS NOT UNIQUEtell us why YOU are unique
WHO IS YOUR CUSTOMER?why are they loyal to you?
Communicate Who You Are + To The Right Customers Clearly = Marketing
FIND YOUR VOICEActivity #1
Give Me 10 Words…Don’t Use Any of the Same Ones As Your Competitors• Knowledgeable
!• Creative
!!!• Friendly (Best Case Scenario vs. Reality)
!!
• Expert
DESCRIBE YOUR COMPANY
!• Opinionated
!• Multi-Talented
• Passionate
• More house bands per square foot
!• Problem-Solvers
• Talented Technicians
!• Experienced
• Pro
• Authority
Tekserve’s 10 Words• Original
• Opinionated
• Passionate
• Iconoclastic
• Independent
• Passionate
• Talented
• Informed
• Experienced
• Eclectic
WHAT’S YOUR WORD LIST?
Is your brand…• Urban?
• Country?
• Fun or Funny?
• High Tech?
• Serious?
• What age group?
• What ethnicity?
WHAT’S YOUR ATTITUDE?
Everyone else says “Upgrade to Premium” Buffer Shows Their Attitude With “Awesome”
HEADLINE & SUBHEADActivity #2
Portable External Hard Drives for Mac Backup • 500GB Capacity
!• USB 3.0 & FireWire Ports
!• Portable
#1 FEATURES BECOME BENEFITS
!• Room for 142,000 Selfies
!• Connects to Any Mac
!• Backup anywhere, no power outlet required
What makes you different?• We’ve got a large selection
• Meh. How about curated selection?
• We only carry Mac compatible drives
• We’ve tested all the drives we carry
• We’ve been helping people backup their Macs since 1987
#2 WHY YOU
Plus “Call To Action”• Backing up is a good habit
• There are two types of people in this world, those that have lost
data and those that will.
• Your warranty doesn’t protect your data
• Data recovery is really expensive
• Someone cries in our store every day about their lost graduate
thesis
• Buy it / Get it / Own it
• Learn More / Find Out
#3 WHY NOW?
WHAT, WHY, WHY NOW?
#4 PUT IT ALL TOGETHER
We have a great selection of external hard drives of all sizes that work with your Mac. These drives are portable but powerful and fit in your pocket.
Don’t sound like anyone else…
#5 REDRAFT FOR VOICE
Backup Before You Pass GoThese hard drives are powerful & portable with lots of space to protect all your files.
If you sound like my competitor…FAIL
#6 CUT TRANSITION WORDSBackup Before You Pass GoThese hard drives are powerful & portable with lots of space to
protect all your files.
!Backup Before You Pass GoProtecting your vacation photos one bit at a time—ask us how.
Do you sound like anyone else?• An external hard drive allows you to clone your data so you have
two copies of all your files. (Boring sentence structure!)
• Everything you love in two places at once—external storage keeps
your digital life running no matter what happens IRL.
• Leave no file behind.Capacious, powerful, portable, pocket drives.
#5 STYLE, ALLITERATION, SENTENCE STRUCTURE
Pull your sentences apart from the inside out. Try using em dashes or ellipses to vary structure.
Don’t Look Like ANYONE Else• Create Guidelines For Your Brand
• Colors
• Logos
• Fonts
• Graphics
• Hire the Best Graphic Designer You Can Afford
BRANDING
You will work with many people over time on your brand Create clear guidelines now to save time.
TELL YOUR REAL STORYbecause people remember stories not statistics
THE BASICS75% of users admit to judging a company’s credibility
based on their website’s design
If you can cover up your logo and you look like any of your competitors …FAIL
HOMEPAGES
REDESIGN RESULTS
65%
Page Views up 74%
Business Contact Form Completion Up 33%
10X Service Page Traffic Increase
Kill Your Content Slider with a Mega Image
HOME PAGE
• Must Be Responsive
• No STOCK Images
• Faces Draw Focus–Caution
• Video is the New Hotness…Test It
No Longer Optional…• Cross-Browser Compatibility
• Responsive
• 60-120 Second Video Demo
• Working Site Search
• Customizable Landing Pages
WEBSITE REQUIREMENTS
Do you have?• Email Signatures: Can’t use image attachments and
must be consistent across entire organization
• LinkedIn Profile Language: Standardize how every
employee describes your company online
• Proposal Template
• Document Template
• Keynote/PowerPoint Template
DIGITAL STATIONARY
Requirements• Customization
• List Segmentation
• Drip Campaigns
• Mobile-friendly Template
• Customer Database Integration
EMAIL CAMPAIGNS
CRASH A CONFERENCEoff-site events, meetings, gifts, tour
!• 100 NAB Survival Kit Gifts
• Tekserve Branded Liquid Flight Bag
• Eye Drops
• Breath Mints
• Pain Reliever
• Hangover Cure
• Vitamines
• Aspirin
• Hand Sanitizer
• Stain Remover
• Tekserve Pen
• Safety Pin
• iOS 7 FAQ
• Holiday Gifts
GIFTS
THROW YOUR OWNparty
Vendor Sponsored• 12:00PM: Registration & Networking
• 12:30PM: Presentation from Mutual
Customer during Lunch
• 12:45PM: Presentation from Tekserve
• 2:00PM: End
EXECUTIVE LUNCH
ADOBE ANYWHERE DAY
• 300 Registrants, 200
Attendees
• 10 Vendor Booths
• 1 Keynote
• 2 Workshops
• 3 Vendor Presentations
• 100% Vendor Funded
May, 2013
I do speaking & consulting…jaz@jazminhupp.com jazminhupp.com @jazminhupp