To be truly effective, design shouldn’t just be about what is aesthetically appealing, or what is most liked or most popular. It should be about what is aligned with the business goals and objectives and what has the ability to help meet those objectives now and in the future. A solid design strategy means your efforts will be cohesive, coordinated and reproducible, not haphazard and responsive.

So, how do you determine this sort of strategy? HOW suggests several steps:

1. Review: What are the goals and objectives that the design should meet?

2. Scan: What internal and external factors influence the design?

3. Form: How will the design meet these challenges and opportunities?

4. Implement: What exactly will be done, how and who will do it?

5. Evaluate: Does the design accomplish its goals and objectives?

6. Maintain: Should refinements be made, or should the design be kept the same?

Some of the keys that help define a design strategy are some of the same keys to good marketing in general. These include asking smart questions of internal stakeholders and finding research that helps give a good understanding and insight of the industry, audience and competitors for the product or service you are designing for. Education and immersion are critical components for design and marketing success. And as always, understanding a need can be just as important, whether you are a designer or marketer. For example, the project presented to you may be to redesign packaging because it is old and ugly. When in fact after further examination and research, the underlying need is to improve the packaging so that it is more in line with the market leader, who is the company’s closest competitor. Understanding and articulating the real need helps determine a real strategy that will work for projects now and in the future.

Good design isn’t just luck, it’s smart and strategic. Make sure you maximize your efforts and take the time to develop a solid design strategy for your projects. Not only is it smart—it’s effective too for everyone involved. You will be surprised at how smoothly projects and good ideas flow when the strategy is clearly outlined from the very beginning.

Technology and the digital age have certainly changed news reporting and public relations. The news today is dynamic, visual, hyper-paced. Editors are utilizing digital and social media for story content and verification. Blogs and bloggers are influential as well, with many journalists and brands blogging and creating original channels for information and the news. That being said, the fundamentals of good PR and press release writing still hold true and are perhaps even more important today than ever before.  Brands and businesses need to remember these basics and a few new rules as they incorporate PR as an important element of the marketing mix. Here are a few fundamentals to remember:

1. Strong headlines

Remember to keep it simple, strong and to the point. These are “news” headlines so they need to be succinct and descriptive of the content, not cryptic, cute or humorous. Additionally, keeping it brief—7 to 15 words helps grab the attention of the editor or reader who are your audience. This length and approach are also helpful for search engines.

2. Content counts

An engaging and relevant story makes PR placement easy. Editors are always looking for breaking news.  In the B to B world this means not only new products or services but also the story and details behind them. The real guts to the story should be how the product or services fulfill a need, answer a question or solve a problem. It’s not just a blatant promotion for a product or services. A truly pertinent story will get noticed and published.

3. Good writing is key

Remember the basics of good journalistic writing.  Include all the details of the five W’s: Who, What, Where, When, Why and How. This information needs to be included in the opening and second paragraphs. You want to make it easy for publications to publish your work, and this style aligns with news writing.

4. Visuals help

Visuals always help to enhance a story. Sending a photograph or other visual will only help to draw editors to your piece. Especially for online editions where more “space” is available for photos or even videos, this can be extremely helpful. Adding this element also helps make the editor’s job easier especially as they are often stretched for resources–you’ve sent them all they need and they will not need to send additional staff or photographers to cover a story.

5. Relationship building is still important—become a resource

It is easy to overlook this aspect in our digital age. Does anyone even use the phone anymore? Everything is done digitally as a quick email or text. Speed and efficiency are important, but don’t underestimate the importance of relationships. While it is not practical to lunch with every editor or writer, do take the time to single out a few key contacts and begin to build a rapport with them. Position yourself as a resource for industry expertise and research. Overtime as you supply relevant and important content to them, they will begin to trust and rely on you for information.

6. Don’t oversell or over send

Again, don’t oversell and blatantly promote your product or service. Craft something newsworthy, timely, interesting and relevant. And don’t swap editors with releases on a weekly basis; they will just begin to tune you out entirely. Quality is more important than quantity.

7. Interesting and engaging

Including quotes helps to give your story more interest and adds a human element. Additionally, news writing typically includes referencing three sources. If possible, try to incorporate quotes from your organization, and also from unbiased outside sources. This adds credibility and competence to any claims you may be making and it lessens the work the reporter may have to do in order to get the story published.

8. Don’t forget SEO

Critical for success today, SEO or search engine optimization cannot be forgotten. Remember to incorporate keywords in your first few paragraphs and headline. But don’t unnaturally “stuff” your release with them. Search engines are smarter these days and you may even hurt your search ranking by over stuffing. Also, add embedded links to important pages on your website in the first or second paragraph of your release. Label any visuals and logos you send with the appropriate keyword and not just a random label (i.e. productname.jpg NOT dcm1000.jpg). Finally, don’t forget to post your release on your website and also convert it to a blog post. At the same time, don’t forget to also post it to all your social media channels for even more visibility, linking and sharing opportunities.

The basics of public relations are still important today, but with a few new twists. Don’t forget the importance of this tool in your marketing efforts. Craft your PR carefully and wisely to have the most impact. Earned media can be a powerful tool that can increase your company and brand visibility, credibility and overall presence in the marketplace.

Digital and social marketing are all the rage, but still many are not ready to fully embrace the idea.  As marketers we have a hard time understanding this. Personally, I can think of about 70 million reasons why a digital and social strategy are imperative to grow your business. And those 70 million reasons are called the the Millennials, the demographic cohort following Generation X. Comprising approximately one third of the US population, they have purchasing power and are in the workforce. As they mature and gain more stature in the business world, they will have a huge impact socially and economically. You and your business need to be ready.

Roughly born between the early 1980’s through about 2004, this group has some unique characteristics that marketers need to keep in mind:

• They are technologically savvy (surprise, surprise!) and have likely always grown up with the internet and cell phones. Think always plugged-in, mobile and multi-tasking.
• They are more educated than other generations with about half having some college education.
• The most ethnically diverse generation.
• They socialize electronically–75% of them are on a social networking site.
• Team-orientation (think years of pee-wee soccer) and group socializing are characteristic.

So what does this mean for your business and your marketing efforts?

Social strategy is important. You can’t ignore it, it isn’t going away. And more importantly, your organization can’t just “be on” a social site. You need to really utilize it and engage with your audience.

Creativity and content both count. This group is accustom to a constant stream of images and messages. For a message to stand out it must be creative, compelling and meaningful. They are adept at finding information digitally as about 51% consult 4 or more sources before making a purchase decision.

Listen. This is a marketing basic that is so often forgotten. Developing products or services should always start with listening for a market need. And today there is no excuse for not listening. Social media provides the perfect venue for hearing feedback and cultivating discussion about a product or a service. Remember to tune in.

Embrace the changes that the Millennials bring. Basically, you don’t have a choice! By the year 2017, Millennials are expected to exceed the Baby Boomers in purchasing power and at nearly double the size of the Gen Xers before them, they cannot be ignored. Prepare your organization and adapt to the shifting landscape. If you don’t, your company will have an extremely difficult time staying in the game.

Sources:  Pew Research

Pinterest is one of the fastest growing social media channels today.   Pinterest (15%) is catching up to Twitter (16%) for usage by U.S. adult internet users.  And as the fastest site ever to reach 10 million unique visitors, it simply cannot be ignored.  For B2B marketing, how can use this in your social media mix?  Here are some tips to get you started:

• Pinterest is visual, so start with the most compelling visual content from your website.  Each image you pin from your website will link back to your website. Basically, it is another tool to drive traffic to your site.  Anything you have on your website can work, from product visuals, offers or call to actions, to blogs, whitepapers or even ebooks can work.  Just pin the associated image, add your URL in the pin description and pinners will be taken directly to the corresponding page of your website. Also, ensure you’re your web images have clear alt text.  And when pinning image files, make sure they are clearly named with search-friendly names so they are easily found, not default names like “march2-photo”.

• Use it as an opportunity to tell more of a story about your company and its culture.   You can display images from company outings or events that symbolize your culture and environment.  You can also create a “team” board with headshots and bios of key personnel in your organization.  This all adds to your company’s character and brand. This can be a unique way to appeal to your customers.

• Make it easy for users to find content and statistics that they want and need. Pin infographics and/or charts to displaying interesting and relevant industry or company data. No one wants to read long, boring reports.  The Pinterest format simplifies and speeds up data searching because it is visually represented and thus faster and easier to find.

• Gain Pinterest followers by promoting your presence through your other social media channels. Add the Pinterest follow button to your websites, emails and your other social media channels. This will demonstrate your activity on the site and catch the interest of your customers or prospects.  Also, Follow and engage with other industry Pinterest users, comment and re-pin their content so that they will possibly follow you.

• Create a video gallery/ board that includes video demos of your product or service. If someone in your company is speaking at an industry event post the video and include a call-to-action so that the user understands the significance of the video and can further engage with your brand.

• Use Pinterest internally for communication, team activities or project collaboration. Create a board for your topic or activity, then have team members pin ideas, inspiration or even research.  Pinterest does have a secret board option that keeps the board visible to only the board creator or others that are specifically invited to pin on that board.

Remember the saying, a picture is worth a thousand words?  In our fast-paced, highly visual society, this is true today more than ever. Pinterest can help your business communicate in an exciting and visual way. Get creative and get pinning to connect with your audience, either internal or external, in a new and dynamic way.

Source: Pew Research Center’s Internet & American Life Project Post Election Survey, November 14–December 09, 2012.

It is cold, dreary and gloomy in Chicago. Winter here is not fun. After a stretch of particularly frigid weather, we at FUSION are looking for something to help us warm up, get inspired and give us some hope that Spring will actually get here, eventually. So, who did we turn to for lifting our creative spirits? Pantone, of course, the industry’s color authority. And so here is what Pantone has to say about color for 2013 and also their Spring fashion report.
And the Color of Year is. . .
PANTONE 17-5641 Emerald. As described by Pantone it is lively, radiant and lush. A color of elegance and beauty that enhances our sense of well-being, balance and harmony.

Additionally, Pantone describes Emerald as:
• Sophisticated and luxurious
• Color of growth, renewal and prosperity
• Regeneration, healing and unity

Natural, fresh, and clean Emerald is versatile color that has may uses in design and fashion today. Did you happen to see Beyonce’s earrings at the Presidential Inauguration? Expect to see more of this color in the days ahead.

Spring Fashion Color Report 2013

Several fashion colors were also highlighted. Quoting from Pantone’s press release: “This season, designers overwhelmingly address consumers’ desire for self-expression, balance and the need to re-energize. The color direction for spring builds upon these compelling needs with a palette that mixes dynamic brights with novel neutrals to create a harmonious balance. This allows for unique combinations that offer practicality and versatility, but at the same time, demand attention and earn an appreciative glance.”

Emerald PANTONE 17–5641
Dusk Blue PANTONE 16–412O
Grayed Jade PANTONE 14–6O11
Tender Shoots PANTONE 14–O446
Lemon Zest PANTONE 13–O756
African Violet PANTONE 16–352O
Linen PANTONE 12–1OO8
Monaco Blue PANTONE 19–3964
Poppy Red PANTONE 17–1664
Nectarine PANTONE 16–136O

Fresh, lively and fun. Exactly what we at FUSION need for motivation as we trudge through the winter doldrums. A literal interpretation of this palette may not work for some of our clientele. But these colors can be a helpful springboard for the creative process. One thing to always remember is that trends come and go, but good design should always remain timeless.

You are probably beginning to see these colors appear in the retail space. Will these colors have an impact on how you shop, dress or design? What is your favorite Pantone color? Hopefully, these colors can provide some inspiration to you. As we admire them, let’s hope that Spring arrives soon!!

It can be an overwhelming task for a marketer trying to pick an advertising agency. There are no hard and fast rules, but here are some general guidelines to help you along the way:

1. Do your homework

Research your options online and via trade publications, that is an easy first step. But also take it one step further and look within your industry and see who is doing a good job and find out the resources they are using. Also, ask for referrals from companies and individual who are executing well and having success, either in your industry or beyond. This should leave you with a list of potential prospects.

2. Define your goals and objectives

Try to define what you want to accomplish. Everyone has the goal to increase sales.  You need to be more specific and actionable. Make sure your goals are SMART:  specific, measurable, attainable, relevant and timely. It may also be helpful to target a primary focus or initiative: social media, image overhaul, strategic planning, public relations, etc. A good firm can also help you establish goals and objectives, but it does help the process if you have at least a basic framework established.

3. Develop an Request For Proposal (RPF)

This can be lengthy or brief, but it will help you to focus on what you want, what you are looking for and ultimately help you find the right firm to work with. Send it to agencies you are interested in.  See what you get back. You should be able to narrow your list. If what you get back is completely “canned”, they may not have time for you or want your business. Pursue the firms that show some thoughtfulness and customization. Some items you may want to ask for include: agency background, client list, applicable case studies and work samples, budgets or pricing and references.

4.  Make Your Meeting Count

Keep the meetings brief to 1-1 ½ hours. Expect to see capabilities and a portfolio of work. Most agencies hate having to come up with creative concepts for pitches. It can often be rushed guesswork.  Good creative execution always comes from a strong strategic foundation and understanding that develops as you work together. Try listening to the questions you are being asked and hearing the input about your organization and the challenges it faces. This may actually give you more insight as to how the agency works and approaches projects strategically.

Also, understand exactly who will be working on your account. Often principals are very visible in pitches, but you may not see them as much when the work begins. This is a fairly common practice.  The important thing is to know and feel comfortable with the entire team that will be working on your account. Also, make sure you understand their approach, process and pricing structure. Make sure this aligns with your organization and its goals and objectives. In the end, you want transparency, not surprises.

5.  Industry experience or not?

Should they have experience in your industry? Look at each side of that… if they do not have experience in your industry, they may actually offer a fresh perspective and creativity that is appealing. In this instance, listen to the questions that are asked and look for a good solid understanding of your product, services and audience. If that is all there and you feel a good synergy, then go for it.  If they are “not getting it” you need to move on.

For very specialized markets or industries, you may need your partner to have some experience or a relevant background. The bottom line is that the firm you pick truly should become an extension of your marketing department, and offer smart, solid, creative marketing recommendations.   Ultimately, chemistry is important.  A good rapport and trust are essential to any productive working relationship.

The winner is. . .

You have done your analysis, now make your choice and get going. Pick a partner and work with them as such. Don’t treat them as simply a vendor. Good agencies act like a natural extension of your marketing department and your company, working together to reach your goals. Use the entire process as a learning opportunity that helps your organization determine what it really needs to do to make marketing progress and succeed.  Good Luck!

Recently, Pope Benedict XVI sent his first twitter message. Within 3 days his followers grew to over 1.1 million.  His handle is @Pontifex, meaning “bridge builder” in Latin. He will be posting messages in Arabic, English, French, German, Italian, Polish, Portuguese and Spanish. In the future, other languages are expected to be added.

This is remarkable on many levels and truly speaks to the power of social media in our society today.  So naturally, as marketers, we have to pause and think what does this mean on a business level? We can’t seem to say it enough, especially to clients who are hesitant or reluctant—social media is here to stay.  It’s reach and importance in the marketing mix are continually growing.  So let’s take some time to examine and revisit what exactly Twitter can do for your business.Here is an excellent list taken from an ebook from www.hubspot.com, that describes some of the things that Twitter can do for your business:

• Develop and promote your brand
• Interact with your customer base
• Track what people are saying about your company and brand
• Create buzz around upcoming events
• Help individual employees act as liaisons to the public
• Promote other content that’s been created like webinars, blogs, or podcasts
• Develop direct relationships with bloggers and journalists for potential PR placement
• Generate sales leads for your business

As with any marketing tool, defining specific goals and objectives is always the place to start, as this will guide your exact uses of this potentially powerful tool.  Simply establishing an account for your business is not enough.  Hint, hint:  it is not enough for any of the social media tools out there!  New developments and improvements continue to be implemented for all the social media channels, so take the time to truly understand how to fully use these channels, or get some help in doing so. Make sure you keep up to maximize your usage of these tools.  Determine your priorities and then get to work.  Engage and embrace these newer channels as tools to help your business grow.  As always, monitor and track your results.  Refine and tailor your efforts for the best results for your business.  If the Pope can do it, so can you!

In honor of significance of today, here’s a Bakers Dozen of interesting facts about the number 12.

1. Today is the last major numerical date using the Gregorian or Christian calendar for almost another century.  The next time three numbers will align again will be on Jan. 1, 3001, or 1-1-1.
2. 12 men have walked on the moon.
3. There are 12 face cards in a deck of cards.
4. Numerically speaking, 12 is a composite number, the smallest number with exactly six divisors. Twelve is the largest number that has just one syllable.
5. In astronomy there are 12 star signs, 12 signs of the Chinese zodiacs, 12 Olympic gods and goddesses.
6. In Christianity there are 12 days of Christmas, in Judaism there are the 12 tribes of Israel, Jesus had twelve disciples, in Hinduism the sun god Surya has 12 names.
7. In ten-pin bowling, you need to throw 12 strikes to bowl a perfect game.
8. There are 12 colors in the color wheel.
9. December 12, 2012 is 6 years, 6 months, 6 days from June 6, 2006, or 6/6/6.
10. There are 12 pairs of ribs in the human body.
11. King Arthur’s roundtable had 12 Knights.
12. There are 12 people on a jury.
13. The most important one being there are ONLY 12 days till Christmas…are you ready?!?