Shandys, Selfies & A Mustache: Traveler Beer Does Integrated Marketing Right!

What is more fun than a stick-on mustache?!

…well, taking a selfie with your mustache to share with the world AND enjoying a new European twist on delicious beer at the same time. That combo has helped prove Traveler Beer Company a pro at integrated marketing. Combining a great product and marketing design with social media buzz is one step. But in Traveler’s current campaign, the vital link between the products and the online excitement is good, old-fashioned print and promotional products! It is exciting to see these traditional marketing tools put to their best use in combination with the latest in digital communications.

Traveler is “introducing” to the American market the European tradition of “shandys” – quality craft brews combined with carbonated citrus or fruit flavors. The four Traveler flavors use lemon and lime (“Curious Traveler“), grapefruit (“Illusive Traveler“), strawberry (“Time Traveler“), and pumpkin (“Jack-O Traveler“). With such a unique product, Traveler is wisely shaping their marketing around the adventure of a new experience. By using a turn-of-the-LAST-century flavor to the graphics, they are reinforcing the idea that these flavors have been around a long while in Europe and proven a favorite. With the current public preference for all things hipster, the classic Victorian handlebar mustache works as the perfect representative of the product, and the perfect way to involve consumers in becoming a part of the marketing itself.

Traveler’s mission was to involve the public through social media – Facebook, Twitter and Instagram, primarily. To achieve that, they created a great variety of bar swag and promotional products to put the Traveler brand into consumer’s hands. Online, and in retail outlets, bars and restaurants, you can find branded t-shirts, backpacks, glassware, bar taps, and on and on. The key to actually involving folks in the marketing game is a set of stick-on mustaches attached to printed cards. The card for each style mustache directs the user to stick on the mustache, take a photo, and post it online with the hashtag #TRVLR. The result has been that elusive social media buzz and virality that makes a marketing campaign successful.

The payoff for the consumer? Primarily, the fun of seeing their mustachioed selfies online! The Traveler website has a page called TRVLR GLRY with Mustache and Traveler of the Week photos, and shots from parties and events hosted around the Traveler products. Search for the hashtag #TRVLR on Twitter or Instagram to see all the folks joining in the fun.

The greatest part of this type of marketing? It can be done on a large scale like Traveler has shown us, or on a small scale for a local business with a lot less money and time to invest. Print and promotional products can be designed to encourage the recipient to actually market for the brand – post a photo, wear the logo, visit a webpage, or share the experience on social media of using the product. The reward for doing that can be a coupon or discount, a contest prize, or it can just be the kick of seeing one’s very own selfie on a website. When done right, adding the social media component to a standard print marketing campaign only amplifies the impact of the original idea but with very little, if any, added investment. For the consumer, it enhances your brand image and their enjoyment.

Strive to buy your print locally! A community printer will understand communication and design, with a special emphasis on your local market. They should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

August 21, 2014

Why Great Customer Service Is a Powerful Small Business Marketing Tool

With the power of the Internet and the multitude of review sites, it’s difficult to avoid honest opinions about your company. Those reviews, both positive and negative, are just a Google search away, and whether the complaint or review is valid or not, people may still take it as gospel.

According to Fonolo, 68 percent of businesses plan to increase the amount of money they invest in customer management because the customer experience is so important. Additionally, positive feedback can be very useful for marketing purposes, especially when customers share how their issues were resolved efficiently.

Companies can use that testimonial information to develop customer service strategies, and show their customers that they’re appreciated. This in turn creates new and repeat business. Here are some ways to turn customer referrals and testimonials into increased business:

Take Care of Your Customers

The best type of marketing is word-of-mouth by your customers. The best way to create a positive buzz about your company is to provide great customer service. People will remember how you solved their problems and helped them find whatever they needed. Not only will they return to your company but they also will tell their friends about their positive experience. This is the easiest way to market your company because you let your customers do the work for you.

Reflect Your Caring for Customers

Taking care of customers is a vital marketing issue, perhaps even more so than buying billboards or advertising. When customers feel cared for, many are quick to share that experience, reflecting the hard work of your company. Every customer is a gatekeeper to evangelize your brand. Showing your appreciation and generosity for loyal customers builds solid support for your business.

Marketing customer service requires long-term vision “to move the needle on customer service operations, in order to keep customers satisfied and loyal to your brand,” states Kate Leggett in an article on Forrester.

Loyal customers deserve your attention. Those who receive a top-to-bottom customer support experience could become repeat buyers. Your company can go above and beyond the typical customer service requirements by showing appreciation to loyal customers. When you reach out and thank them, it comes across as a genuine attempt to make them feel special. One way to do this is to send something like a gift basket and a hand-written thank you note. You can brand any number of useful and desirable products with your logo and colors to use as giveaways – the promotional products field has items at all price levels ready to be imprinted, engraved, embroidered or branded with your company logo and message. Also, print wear is a great idea – loyal customers will be happy to receive and wear a quality clothing item screen printed or embroidered with the attractive logo of a company they appreciate.

Locate Testimonials

If your company pops up in Internet searches next to negative terms, then that gives people an early reason to look elsewhere for comparable products or merchandise. But, if your business connects to positive search results, it gives people a reason to trust you.

With customer review sites such as Yelp and Trip Advisor, people can see what others said about you, and, luckily, you can use positive reviews to your advantage. Figure out who your most sustained, loyal customers are, and ask them to honestly share their experience in a video testimonial for your company’s website. Wistia offers advise and tips for creating video testimonials for your business such as being prepared but not scripted. If you don’t like videos, then you also can ask repeat customers to go onto Yelp, Angie’s List or other review sites to honestly talk about their experiences.

In your advertising, emphasize the real-world experience of your most honest customers, and more people will get a sense of what you’re all about.

Strive to buy your print locally! A community printer will understand communication and design, with a special emphasis on your local market. They should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

August 12, 2014

3 Ideas to Promote Your Small Business Online

A small business does not need a large corporate budget to carve out a niche online. A study conducted by advertising research firm Communicus found that 60 percent of those multi-million dollar Super Bowl ads do not make potential customers any more likely to buy the corresponding product or service. Researchers asked 1,000 consumers about their buying intentions before and after the 2012 and 2013 big games, and most were unmoved by the big-ticket ads they saw.

There are very inexpensive ways to promote your small business online—even free approaches that are very effective. Here are three methods to consider.

Sell T-Shirts & Other Custom Branded Merchandise

Jason Sadler had a wild idea of approaching companies and offering to wear T-shirts bearing their slogans, logos, and phone number for a nominal fee. Six years later, iwearyourshirt.com earns him $500,000 per year with no signs of slowing down, according to Business Insider. Advertising executives are willing to pay a guy to wear shirts because they know it works.

There are plenty of options for small business owners to purchase T-shirts in bulk and sell them via their website or even give them away when customers spend a certain amount. A 15-20 percent markup on the price you paid to have them made will earn you some revenue, but it’s the free advertising that you’re after. But don’t limit your thoughts just to clothing. You can put your logo and brand on virtually anything! It’s great marketing and even a profit center.

While you can use a free logo design platform online to keep overhead low on the entire project, consult your local printer on options for a brand refresh – or, if it’s time, a complete logo and brand makeover. Make sure your logo is consistent across all your social media channels.

Start a Blog

The saying goes “content is king” for marketing, and that is especially the case for small companies building a customer base. Companies that blog had 55 percent more website visitors, 97 percent more inbound links, and 434 percent more indexed pages, according to an informal 2009 study of Hubspot customers.

The key to blogging, however, is to produce compelling content that will drive people to your website who were not necessarily looking for your product. A hair restoration doctor, for instance, could produce content about celebrity men and women in the news who have had procedures done to enhance their locks. A health food firm could write about all the bad things associated with genetically-modified foods. Consider hiring a freelance writer with a proven track record of producing content that is subsequently shared on social media. There are more than 150 million blogs on the web, so the only thing that will make yours stand out is good content. Hiring a professional writer may be money well spent.

Facebook Paid Ads

You already have a Facebook business page, so why not give their promoted post feature a try. The idea is that Facebook will put your posts in the timelines of people who are most likely to read, like, and share it. The best part of Facebook advertising is that you can test it out with a small initial budget. If it’s working for you, increase your budget and put posts in front of more Facebook users.

There are mixed opinions about Facebook promoted ads. A small case study by eConsultancy found that the traffic to promoted posts was definitely higher, but there was no way of telling whether it was because it was paid for or if the traffic was organic. Others believe that the affordability makes it a no-brainer option for low-budget firms.

Technology of the 21st century has made promoting a small business simple for anyone. Now it’s just a matter of finding the right combination of channels to reach your fiscal goals.

Strive to buy your print locally! A community printer will understand communication and design, with a special emphasis on your local market. They should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

July 18, 2014

Auto Generate QR Codes with Data Merge in InDesign CC 2014

The Data Merge function in InDesign is a powerful, versatile tool for integrated marketing. We use it for variable data printing to personalize individual pieces – text and images – and, if a direct mail piece, to address and barcode for delivery to the USPS. The latest enhancement to Data Merge is the ability to integrate automatically generated QR codes into the Data Merge workflow. The best part is InDesign does almost all the work.

As you may know, InDesign CC will automatically generate a QR code within a document. Choose Object – Generate QR Code. From the Content tab, you can choose which of 5 main classes of QR code information you want to create: Text, Website, Text Message, Email or Business Card/Contact Information. The Color tab will let you change the QR code from standard Black to one of your other Swatch colors. When you click OK, the code loads onto your cursor for placement (or if you already selected a placeholder box, it places itself on the page). It can be resized to any dimension needed and is a high fidelity graphic object – in other words, it behaves just like a vector piece of artwork.

To automatically generated MULTIPLE QR codes through a Data Merge, the key lies in correctly entering the data in your Data Source .csv or .txt file. You will need to create a column (in Excel for example) and – this is the important part – name the column beginning with a hashtag (for example, “#QRcodes“). Within that column you can mix and match any of the 5 types of codes, but the data entries must be in the following formats:

For plain text: simple, just enter the text you want to be encoded.
For an SMS Text Message: SMSTO:<Phone number>:<Message> Example: SMSTO:8285551919:Call me!
For a Website Hyperlink: URL:<url> Example: URL:http://www.imagesmith.com
For and Email Message: MATMSG:\nTo:<email address>\nSUB:<subject>;\nBODY:;;<body of email> Example: MATMSG:\nTo:name@gmail.com\nSUB:Your Subject;\nBODY:;;bodyofemail
For Contact or Business Card Info: BEGIN:VCARD\nVERSION:2.1\nN:<last name>;<first name>\nFN:<full name>\nORG:<your workplace>\nTITLE:<job title>\nTEL;CELL:<cell number>\nTEL;WORK;VOICE:<voice number>\nADR;WORK:;;<address>;<city>;<state>;<zip>;<country>\nEMAIL;WORK;INTERNET:<email address>\nURL:<website url>\nEND:VCARD

Back in InDesign, choose Select Data Source on the Data Merge panel options and then link the .txt or .csv file you created to this document. Draw a box as the placeholder for where you want the QR codes to print on your page. Now link that placeholder to the data by selecting it and then clicking the “qrcodes” field title in the Data Merge panel (the hashtag you put on that column in Excel will not show up in InDesign, but it does allow InDesign to recognize that data as QR code information). Your placeholder will then have a dashed border selection line around it, signifying it will create QR codes when merged.

Finally, merge your document either by choosing “Create Merged Document” (which will give you a multi-page InDesign document) or “Export to PDF” (which creates the finished multi-page PDF file). If your InDesign document is a 2-pager and you have an .txt or .csv file of 100 entries linked, you will create a 200 page PDF file.

One snag: I cannot figure out how to generate QR codes this way in any color other than black. While InDesign lets you choose a color for individual codes you create within the application, I have not been able to find out how to “colorize” the placeholder for the merge in order to generate multiple QR codes through Data Merge that are any color other than black. If you know, please tell us how. If not, then perhaps that ability will come in a future update.

Strive to buy your print locally! A community printer will understand communication and design, with a special emphasis on your local market. They should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmentally responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

July 11, 2014

Sex and the Logo: Creative Typography in Showtime’s “Masters of Sex” Series and Beyond

This post is definitely SFW. No worries.

SEX – a loaded subject in the marketing world, and one that carries interesting choices for the graphic designer. The word itself ignites a hint of controversy when used in a headline, title or logo. While more common in song and book titles, the television and motion picture industries have used the word sparingly in project names, cautiously conscious of the line between art and pornography. Designers, when faced with a project using the word ‘sex’ in it’s title must simultaneously gauge how to temper AND excite potential reactions to the word in some way that will accurately reflect the intent of the project. That’s a touchy assignment. Good design will often push at the boundaries of acceptability within evolving cultural norms. Take for instance Showtime’s new series “Masters of Sex.”

This cable series is about the famous researchers Dr. William Masters and Virginia Johnson who, beginning in the 1950s, did pioneering study on human sexuality. The very name itself is a little double extendre, so it is no surprise that the logo reflects that very creatively. The slightly bawdy typographic logo features the “E” in “Sex” pushed over onto it’s back. Due to some carefully planned serifs, a new shape that just might be the groin area of a female figure appears with the help of the type’s negative space. Now the image is subtle enough that some see it as a martini glass, or a bikini thong. But that confusion in interpretation is just fine with Showtime, as it generates interest in the image and thus the show. The logo lets the viewer feel they are in on a joke, that we “got it.”

In some markets, Showtime has had to stand the “E” up, proper and respectable-like!, for outdoor billboard advertising so as not to run afoul of local decency laws. TV Guide reports that Donald Buckley, executive VP of program marketing and digital services at Showtime, said the point was to “strike a balance between subtle and salacious. ‘It’s intended to be sexy and maybe a little suggestive,’ he says, ‘but also ambiguous.'” (source)

Apparently there is a controversy over who designed the racy logo. In the TV Guide article, Buckley says a “freelancer” designed it, but doesn’t name names. French designer Abdallah Ahizoune had the original concept posted on Behance and other outlets back in 2011 – see it here – but has not been given proper credit by Showtime as of yet. Oddly enough, the Showtime trailer for the series does not show the logo with the sexy “E”, nor does the website itself, though many other print and online ad campaigns do make use of it. LogoThief is following that part of the story.

So historically, using the word SEX in a logo for TV or the movies has been, in and of itself, enough of a risk that few titles go there. Back in 1926, Mae West wrote, produced, directed and starred in a Broadway play named “Sex” – for which she was arrested and spent 10 days incarcerated on Roosevelt Island. Times have changed. Back in the 1960s, Helen Gurley Brown’s bestseller “Sex and the Single Girl” was made into a motion picture. Some of the marketing material made use of the male and female gender symbols that represent Mars and Venus – slightly shifting the focus from “sex” in a salacious sense to one more of gender roles and conflict. It was a comedy after all.

By 1989, the famously successful indie movie sex, lies, and videotape decided the name itself carried enough intrigue: the logo type was set in all lower case in a sans serif font. More recently, the logo for the popular HBO series Sex and the City chose to focus more on the ‘City’ than the ‘Sex,’ displaying the skyline of Manhattan around the words of the title. While the series certainly never shied away from sexual content, the logo design chose to steer clear of overtly advertising it.

I couldn’t find any other successful films or television shows that specifically included the word “sex” in their title. Considering it is so often a central topic, that is a telling fact. So it’s interesting to see how graphic designers have deftly handled these projects by walking a careful line when creating compelling movie posters and advertising. Isn’t it amazing what can be suggested by just the turn of one letter?

Strive to create and buy your marketing locally! A community printer will understand communication and design, with a special emphasis on your local market. They should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmental responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

June 3, 2014

Career Path Tips for Creative Designers

As technology continues to advance and people use the internet more and more for everything from shopping and research to staying in touch with friends and family, careers in graphic design – and especially web design – seem certain to remain in high demand for the foreseeable future and beyond. For highly creative people who dream of designing eye-catching, successful marketing and web pages for businesses and individuals, the following tips can help them achieve the career of their dreams.

Learn all you can… and learn how to code

Yes, you are brimming with creative ideas, but you also have to know how to properly create them on the back end. Employers are often wary of the learning gap between the creative skills gained in school and the practical, industry-savvy skills needed to successfully perform many jobs in the graphics and web design marketplace. Learn all you can about the software and technical procedures of graphic design, printing, mobile apps, SEO, direct mail and integrated marketing. Strive to continually familiarize yourself with the latest news and developments through creative, cutting-edge blogs, publications and relevant trade associations. More specifically, for all designers with an eye on the future, learn as much about coding as you can, including CSS, JavaScript, HTML, WordPress and more. As Rasmussen College says, web designers need to learn how to create sites that are universally device-friendly, so educate yourself by taking classes or spending time to research how to design a site that will look just as good on a smartphone screen as it will on a mid-sized tablet or laptop.

Create an amazing portfolio

Before you even think about applying for a job or even an internship, you need an incredible portfolio that shows off your skills. Besides including your best projects from college, you should also add examples of design that you’re interested in. For example, if you dream of designing web pages that are full of emotion-evoking graphics and videos, look into stock video websites that feature all kinds of footage from clouds moving across the sky to kids running through idyllic fields. In addition to supplying potential employers a printed out portfolio of screen shots and other projects, make a digital version of the portfolio that features links to your design work as well as your resume and contact information.

Get an internship

Although you might feel ready to start working for a major company right away, one of the best ways to get a feel of what to expect is to nail down an internship. If possible, find an internship while you’re still in school–or you can apply for one after graduation. While the concept of an unpaid internship might sound unappealing to you and your pile of monthly bills, remember that the professional, in-house experience will provide you with priceless real world know-how that most new designers don’t have.

Start out as a freelancer

Consider freelancing before going for a permanent position. This will give you the opportunity to work for a bunch of clients at once, rather than just one. You can also start out slow with one or two projects and—as the word gets out about your skills in design—you can take on more and more. If you decide to go the freelance route, hire an experienced accountant who knows how to handle 1099 info and other specialized tax forms; working from home can be difficult, but freelancing has a ton of benefits when it comes to tax write-offs.

Rely on your local printer for support whether you direct a company’s marketing budget or freelance. They should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmental responsible printing. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

April 21, 2014

Multichannel Marketing Powers Print and Digital Success

In a time of increasingly digital interaction, never underestimate the value of good, old fashioned tangible, physical marketing: print, direct mail, promotional products, signage, embroidery/screenprinting. Perhaps because of the hype and excitement over the digital revolution in progress around us daily, we jump to a conclusion that print or more traditional communications are no longer effective. That is a marketing mistake.

Multichannel and/or cross channel marketing is truly a no-brainer. Why not utilize multiple channels in various strategies to reap the most benefits from your marketing budget? Along with your website, mobile apps and social media, configure a direct mail campaign and promotional product giveaway to drive home your message. Join virtual with the actual. Digital and Tangible.

Pig promotional product and direct mail campaign — In sponsoring a local River Race event, Carolina Mountains Credit Union branded their promotional product mascot and utilized a matching direct mail postcard to support their online marketing efforts.

Here are a few convincing facts on integrated marketing:

45% of consumers over the age of 65 have no internet access in their homes. If seniors are in your target market, you must look beyond online contact.
92% of millennials say direct mail – not email or online marketing – has the most influence when making store choices
the physicality of print, signage or promotional items impacts consumers in a way digital communication cannot replicate.
the response rate of direct mail is 10–30x that of email.
promotional products are often perceived as gifts, which they are, and tend to be held onto longer. The more useful or unique, the more they are valued and continue to represent your brand. Also as the world becomes more digital, the more a physical promotion stands out from the crowd.

ImageSmith is proud to be a printer in an exciting era of digital communication. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmental responsible printing. They should also be able to work with you to solve any difficult prepress issues with your files. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

April 11, 2014

A Self-Marketing Guide for Freelancers

Establishing a successful career as a freelancer in the graphic design and marketing fields can be both incredibly rewarding and challenging. But as in any industry where contractors are plentiful, it can be difficult to separate yourself from the masses and identify how exactly you fit into the market. Fortunately, in the era of social media, self-promotion and marketing are much easier than you may think. In an effort to help all struggling, up and coming freelancers here are some self-marketing tips and strategies:

Identify Your Niche

According to It’s My Business, there are currently 10.3 million independent contractors working in the U.S. Whether you’re a writer, graphic designer, or consultant, the most important component to finding success as a freelancer is identifying your niche. In what areas do you excel? What are your weaknesses? What are you passionate about, and what are you most interested in working on? It’s critical to know the answers to such questions before you begin your freelance journey.

Create Your Own Brand

Once you’ve determined what types of services you want to offer, you can begin to shape your own brand and image. Don’t hesitate to share your expertise and enthusiasm on blogs, question boards, and other forums. Establish your name within the industry and prompt users to explore your name and website further. Consider creating a unique email extension with your own name and design a logo you can use when sending around work samples. One of your greatest resources: your local printer who wants to establish an ongoing relationship with you as you grow your business and reputation in the community. You will find no richer resource for technical, creative and promotional information.

Build A Professional Portfolio

Creating a unique and user-friendly way to display and showcase your work allows you to show potential employers just how talented you are. Though you should always be prepared to provide both digital and hard copies, building an online portfolio is crucial. You can collect your work via a blog or website, or create a digital reel of your work to present. Keep it simple without being too generic — allow your personality to shine through.

Digital Payments

Now that you’ve got a grasp on the basics, it’s time to discuss some logistics. As a freelancer, it can often be tedious and difficult to send and track invoices. Digitize your payment process by implementing mobile processing resources. This not only saves you time and frustration, but it is also incredibly easy to use for both yourself and clients. Track payments and manage accounts wirelessly all at the tip of your finger.

Utilize All Social Media Outlets

Take advantage of free social media platforms by posting links to or photos of your most recent accomplishments. Solicit your services and provide contact information for your users while maintaining a professional, eye-catching page. Consider creating social pages explicitly for professional use, and keep your personal accounts private.

Take On Pro Bono Work

Though you may not be jumping at the thought of taking on free work, such opportunities can often lead to paid gigs and/or referrals. This is also a great way to gain experience or dabble in an industry you’re not usually comfortable with. Furthermore, this give you the chance to network with potential clients for future projects – and while you gain useful experiences you also help others.

Small business entrepreneurs and talented freelancers are at the heart of Asheville and western North Carolina’s exciting economic growth – and we are committed to helping meet your marketing needs. ImageSmith is proud to be a printer in such an exciting era of digital communication. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmental responsible printing. They should also be able to work with you to solve any difficult prepress issues with your files. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER. Ask Imagesmith!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

January 30, 2014

The Name Game: Acronyms, Portmanteaux and Design

A business name is, in a very real sense, the cornerstone of the brand – it both drives and anchors the graphic development of the logo, the marketing and the overall design aesthetic that evolves to represent the company. In practically all cases for the designer, the company name is perhaps the one and ONLY given at the start of the design process or refresh. While you can suggest new colors, fonts, tag lines, voice and outreach methods, it would be a rare client who would let you change their company name! So that word or words become the starting point of design and inform every decision that follows. At the start of that process, long, technical or unexciting company names tend to be altered in one of two ways.

Acronyms

In line with what seems a current linguistic obsession of reducing words to initials, many successful brands rely on acronyms to fix their name in the public’s mind. Think IBM – where International Business Machines isn’t such a catchy, sleek moniker. These acronyms become part of our language. In time, we forget, if we ever knew, what the letters stand for and simply accept the newly formed “word” on it’s own merit.

CVS – Consumer Value Stores
GEICO – Government Employees Insurance Company
IKEA – Ingvar Kamprad (company founder) + Elmtaryd (his birthplace) + Agunnaryd (his current home)
3M – Minnesota Mining and Manufacturing
UBS – originally, United Bank of Switzerland, though now the company says the letters are “no longer considered an acronym.”

Portmanteaux

Different from an acronym, a portmanteau is the combination of two or more words or parts of words (also called morphemes) and their definitions into a new word. Even the word “portmanteau” is a portmanteau – a combination of the the French words porter (to carry) and manteau (coat), with the combination of the two taking on a new definition apart from the French word porte-manteau, meaning coat rack. Anyway…

The meanings, as well as the sound of the original words, are also fused together. For instance, smoke and fog combine to form smog. The media seems to be enthralled with combining celebrity names (Lindsay Lohan is LiLo, Ben Affleck and Jennifer Garner become a new entity called Bennifer). Bromance, cankles, Frankenfood, spambot, it just goes on and on. But for marketing purposes, many successful company names were born out of the combination of sounds and meanings in this fashion.

Some combine words we all know to represent the company’s product or service, a very common trick among websites, mobile apps and the naming of pharmaceuticals:

Groupon – Group + Coupon
Instagram – Instant + Telegram
Pinterest – Pin + Interest
Travelocity – Travel + Velocity
Verizon – Veritas + Horizon
Prevacid – Prevent + Acid
Flonase – Flow + Nasal
Fruitopia – Fruit + Utopia

Others combine relevant names or products to create their new mark:

Hasbro – founders, the Hassenfeld Brothers
Adidas – founder, Adolf (Adi) Dassler
Kyocera – Kyoto Ceramics
Nabisco – National Biscuit Company
Linux – Linus (Torvalds, inventor) + Unix
Mattel – Harold “Matt” Matson and Elliot Handler

From these acronyms and portmanteaux, designers use typography as an inspirational starting point to fashion the logo and direct the brand development. The shape of the letters themselves function as design and symbolism in a way that unwieldy longer words and phrases could not. For instance, the Merle Norman logo switches the emphasis from the entire name to a graphic, art deco inspired “MN” as focal point. The typography of the acronym becomes their design.

Designers see new shapes arise from the placement of letters, or from the white space between the letters. Clever and inspired meanings are referenced from the letters when they begin to function as shapes beyond normal typography. Successful logos rely on symbolism that often works subconsciously to the viewer. The FedEx logo incorporates arrows in the negative space between the letters, a shape that often goes unnoticed. In our company name, for example, the mirror image of the “im” and “mi” merge together, a subtle symbol for the merging, fluid and integrated state of the technology and communication at which our business excels.

Whether or not your business venture uses any of these techniques in your logo and brand design, studying the way others represent themselves is instructive. Hopefully noticing the companies and products that employ this trick well – and not so well – can inspire your creativity.

ImageSmith is proud to be a printer in an exciting era of digital communication. Your printer should be able to provide you with the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmental responsible printing. They should also be able to work with you to solve any difficult prepress issues with your files. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your print and marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.

December 30, 2013

ImageBlog’s 2013 Print and Design Year in Review

End of the year reflection time – which means of course a Top 10 list, right? Imageblog is our online newstand of conjecture, knowledge, experience and opinion about the world of print, design, marketing, technology and sustainability. Looking back at 2013, it was a year of growth. We were excited to feature our first guest blog authors, and hope to bring you more of that in the future. Below are articles we featured in 2013 that covered events unique to this year – changes, updates, memorials, anniversaries, and historic firsts. This list hopefully highlights some of the unique events of the past year:

USPS Issues First-Ever Global Forever Stamp
Just like the popular domestic first class mail Forever stamps, the USPS began offering a Forever stamp for international mail in February of 2013. For $1.10, you can send a one ounce letter anywhere in the world. The great circular design of the stamp is eye-catching and popular with philatelists.
Boston Magazine Cover Highlights the Power of Print with a Moving Tribute
After the tragic terrorist bombing at the Boston Marathon in April, many newsstand covers featured stunning and moving photography and design memorializing that day. One we liked the best for its design, color and ability to capture the personal side of such an event without capitalizing on any tragic images, was Boston Magazine’s image of the shoes of actual Boston marathon runners forming a heart. Even better, proceeds from the sale of an accompanying poster go to benefit the One Fund–Boston, which has raised millions to help those affected by the attack.
“Pencil to Pixel” Exhibit a Great Success
British firm Monotype’s “Pencil to Pixel” exhibit in New York provided a museum setting exhibition for typography lovers in May of 2013, following an initial run in London in 2012. The rich show highlighted the craftsmanship and design behind well-known typefaces of the past and present.
Coke Gets Personal with VDP and Integrated Marketing
Variable Data Printing (VDP) and Integrated Marketing techniques continued this year to bolster the power and profitability of print advertising in an increasingly digital age. Coke experimented with personalized bottles in some foreign markets, as consumers begin to notice and expect individualized content in all forms of marketing.
TCM in the Spotlight with Awesome Graphic Design
ImageBlog took a look at the great graphic design work produced over at Turner Classic Movies on their website, on air productions, print materials and marketing collateral. Nothing’s more inspiring than great design and TCM and the charles s. anderson design co. are doing a world class job.
20 Years On: Newsweek Prophetic 1993 Vision of the Future
A 1993 cover story from Newsweek offered a surprisingly accurate look ahead to today, contemplating the coming “interactivity” in the world of marketing and the resulting ethical dilemmas that might arise. An interesting read, but perhaps the most interesting part is that Newsweek did not foresee their own 2013 about face: first halting print production in favor of an online-only version at the end of 2012, then reversing course and planning a return to weekly print in 2014.
1931 Frankenstein Poster Sets World Record
The only confirmed known insert poster of the 1931 Universal movie “Frankenstein” sold for over $262,000 dollars – over 5 times the estimated amount. Print is valuable!
New Help for an Old Question: What is that Font?
As just one example of the innovative ways technology is providing great solutions, we highlighted three online sites that help solve a problem designers and prepress departments have always struggled with – identifying a mystery font! Sooner or later, you’ll have the same problem and here are some great online resources.
The World’s Most Expensive Printed Book is Sold
The Bay Psalm Book now holds two world records: it is the first book printed in British North America and now the most expensive as well, having sold at auction for over $14 million! You can peruse the book yourself with the digital copy that is now available online for free, courtesy of the Old South Church in Boston.
Cyber Monday: an Ongoing Evolution
The busiest online shopping day of the year, Cyber Monday continues to evolve as technology and social media change. Small players are now part of the game and the line between brick & mortar stores and their online enterprises gets blurrier. This day is a phenomenon that surely represents trends that will continue to define the changes in print and marketing in the year ahead.

Here’s hoping you will find some interesting topics in our list, or some useful information about print, design and marketing for the year ahead. Thank you for stopping by!

Rely on your printer for advice and direction with all your marketing needs. the latest information, inspiration, technical advice, and innovative ideas for communicating your message through print, design and typography, signage, apparel, variable data printing and direct mail, integrated marketing and environmental responsible printing. They should also be able to work with you to solve any difficult prepress issues with your files.. If they can’t, you have the wrong printer! The best advice, always, is to ASK YOUR PRINTER!

Call us at 828.684.4512. ImageSmith is a full-service print and marketing provider located in Arden, North Carolina. Contact us at ImageSmith for quotes on all your marketing projects, and more useful tips on how to create custom, effective, high impact marketing solutions.