Posts filed under Brand

Krav Maga Marketing For Big Fish

Whether you're an agency, influencer or someone just trying to impress, you have to go the extra mile to make that first impression. I award the agency PUSH, in Orlando Florida (where I once called home) for showing me that the simple act of dressing up a proposal beyond the norm might be the difference between getting the gig and being lost in the shuffle.

Such is the case with my friend (and client) David Kahn Krav Maga. Recently we share the opportunity to explore the MA Supershow in Las Vegas with an invitation from Century Martial Arts (Century). For those in the know, Century is not only a giant in the retail and martial arts school space, but they're innovators that shape the industry. Their brand umbrella own Black Belt Magazine, MADrills.com and have countless cooperative relationships with other products that support the future of this incredible marketplace.

This introduction to Century is what lead us to send them our product-pact – and when we did, we pulled out all the stops.

Posted on August 15, 2019 and filed under Brand, Business, Process.

Creative. Professional. Goals.

Why did you start in your chosen creative field? Did you know someone that did graphic design? Maybe it was a cool illustrator, graphic novelist, game designer, or perhaps you were just the only person in the room that liked watching the commercials. Whatever the reason, it's essential to hold on to those things that made this career fun, inspiring and gives you a little emotional high when doing it.

recycled_cycles_of_texas_CURRENT2.jpg

I'm not here to tell you what that "thing" is, or is not. What I am here to tell you is that you can't leave that thing behind or the spark will surely stay with it. This is why I do a fair amount of work at low-2-no-cost to [some] of my clients. With that comes a great sense of freedom in that I can explore and push the boundaries of my services as much as time, and my creative throughput will muster.

Enter Ferrelle Surette – at the dawn of Instagram I stumbled upon his images and quickly was enthralled with the honesty of the images. Almost a decade ago I wrote an article that featured a slew of folks that I felt really embraced this little square medium.

Since that time I've befriended Ferrelle, and we've become fast friends — watching our daughters grow up and sharing a love for giving back. He found his path in that time was to take bikes people intended to through away, recycle them, and then give them away. Since that time, I helped him brand "Recycled Cycles of Texas" – we've done all kinds of swag but nothing formal like a website. So I'm truly excited to launch his project as my project.

So if you want to do me a solid, throw a couple of dollars his way, tell that dirty hooker I sent you too — you'll be doing more, for people with less, than most.

Posted on August 12, 2019 and filed under Brand, Business, Photography, People.

God Save the Queen

Over 3 years and 127 Episodes - QueensCast was a diehard grassroots sports network dedicated to Women's Soccer. Additionally, I was incredibly blessed with the rare opportunity to have free creative reign on the episode posters - I will forever be proud of all the content that we produced.

Educating your consumer must be your key differentiator

Now more than ever, we're surrounded by media, OTT insertions, marketing bots and AI algorithms trying to find the shortest route to your spending triggers. But the truth is that more and more consumers see your messaging as nothing more than a sales pitch. Consumer want more than simply beautiful photos and lush copywriting – they want an education.

"Content is king" – if I read this from one more guru in their "new year's marketing trends that will shock you!" post, I'm going to eat a fucking bullet. Much like responsive design, if you don't know (and are implementing) it already, then you need to be reading someone else. I can't throw you a rope. That said, we need to make content into something that:

  • Creates a thorough understanding not only of your services, but what the consumer should be looking for.

  • “Opens the kimono” to offer education in a transparent way, even advocating they seek out your competitors for comparison. If what you offer is that good – they'll return; and with a built-in sense of loyalty.

  • Creates a sense that you WANT user feedback, and shows your ongoing willingness (within your contextual marketing) that you're seeking to further refine your education.

  • Crafts the perception that problems can be uniquely solved with your service.

  • Shows both the pros and cons of your products.

  • Spotlights the future growth or roadmap of said products/services. Many people (both B2C, B2B, B2E, and others) often hold great confidence in brands that show they intend to evolve their products regardless of the point at which you purchase. This, done well, will also create a sense of urgency that NOW is the time to be part of "X."

  • Holds the consumer's hand — and not in a condescending way. The more you guide them, the more apt they will be to default to you.

A few brands doing it right:

  • IKEA

  • SquareSpace

  • General Electric

Who else are you seeing online that seems to be educating, rather than selling? I look forward to your feedback.

Posted on February 27, 2019 and filed under Blogging, Brand, Process.