Need to raise money, or reward sponsors of your organization?
It’s easy with this EZ Member Directory app. Just create a subdirectory like you see below so that members can easily find your sponsors. With sponsors on your member’s phones, they will be more than just a “thank you” sponsor, they will have a page to advertise their business.
Having a sponsor page on member’s phones adds so much more value for an advertiser than just being in a printed event program – sponsors have on-going exposure to potential customers.
Increase visibility with color.
The architectural design for this small strip mall is contemporary, but it has a very blah color scheme. This “neutral” color schemed mall is not attracting attention or driving business traffic to the mall. The value of color; The more traffic to the mall, the more value the space is worth, the more rent can be charged, which results in a better return on the real estate investment. Here is why this strip mall is not getting much business traffic:
1. Blah. The base color blends with the wide sidewalk, parking lot and road, and the dark windows and rock look nice but visually end up appearing as the shadow for the base structure and that fine detail below is lost. 2. Lack of contrast. There are no dark trees or buildings around the structure to give it contrasting background to make it standout. 3. Weak end cap store. The end cap business is suppose to help pull people driving by to the building: A T-Mobile type business doesn’t have the traffic that other types of businesses could have. In the space of 45 minutes, I noted one person in that store, and many of the parking spaces by the other businesses were occupied.
How to improve business traffic: Use bold colors to catch the eye of traffic going by. A black trim at the top helps tie the rest of the building back into the windows and roof supports, and it also makes the deep yellow color “pop” more. People driving by will notice this building if painted this color scheme, and the building itself will become the eye-catcher versus relying on the businesses and their logos.
How do I do this? In Photoshop, because the best way to show someone what a color looks like is to digitally paint the building before picking the paint colors! (After doing about 75+ malls and office building makeovers, I’ve figured out little tricks to improve and speed up the process).
Click the image to enlarge. My first passion is using Photoshop to “fix” images that have poor lighting, eliminate color casts, remove funky things in the photo (signs, poles, tree trunks coming up from behind people’s heads, or even removing people), as well as eliminate the clutter around the focus of your subject.
In Photoshop, I like to create either original compelling images to attract attention, or “fix” a company’s products photos. As you know, the images displayed on a website, blog and Facebook reflect on the brand of a company – because those images are the first impression the potential clients may have about the quality and image of your company.
Here’s three tips on how to make your organization stronger and get more involved…
Many businesses rely on building customer participation for added business, and clubs rely on membership participation to host events to raise funds.
1. For a group to be more involved they need to be engaged with each other. How? A. Involving more people on committees is a physical form of social media marketing – they tell others and are more engaged .B. Rotate who is in charge to keep things fresh and to avoid inner circle clicks. C. Reach out to the shy members and participants, they will typically be your hardest workers and they probably joined to meet people just like you with your similar interests.
2. Increase the number of activities your group does. But wait, everyone is already busy! That said, people pick what to do to be busy based on their interests.The more your group interacts with each, the better the “value” of the interaction, then the more involved they become. Additional activities could be as simple as a impromptu meeting at a breakfast place on weekends, meeting for a happy hour once a month, or a have a picnic in the park. It doesn’t need to fancy or complex, just provide more opportunities for your members to socialize and get to know each other better.
3. Most important – you need to improve communication between members in the organization. Members working on projects, organizing or attending events, or just meeting for social activities – everything runs much smoother when communication is improved, and member contact information is easily accessed. With a smart phone app called the EZ Member Directory, (click here to check it out), members can easily contact each other, photos can be added for each member, for either security identification, or just helping members recall names with photos at social events.
I went to an interesting new little place for lunch called, Campfire Vittles. The place at lunch time had three people in it. As branding consultant for many different types of companies, here’s my quick take on how they might be more successful –
The good: Campfire Vittles has a great idea, logo and a unique campsite mural and chuck wagon atmosphere. The hot dog was very good, with lots of topping choices — it was a meal in itself.
Areas for improvement: If they specialize in just hamburgers and hotdogs, then the hamburger needs to be like you might get at Applebee’s (thick and juicy). My hamburger was just ok, about like I might get at Burger King. To set themselves apart from being a fast food place with very limited choices — they need to be the gourmet of hamburgers and not a small step above a fast food place with a limited menu. People will come back for food that is a good value. As cool as the outdoor mural of a campsite atmosphere is, people won’t come back unless the food brings them back.
Another improvement: Instead of serving the lunch in a brown paper bag which looks like a take-out bag — they should serve it in a pie tin like they did out on the trail from a chuck wagon, that would be a much better way to present the food. Branding is about communicating value. If food is presented in a paper bag it doesn’t have the same level of perceived value of something served on a plate.
Those are just a few thoughts on how to improve their customer’s experience.
Here’s a follow up three months later: They closed and are out of business. FYI – 85% of all new restaurants fail in the first three years. This one was just one of thousands …
Writing for marketing materials: Communicate Value-based vs. Feature-based copy.
Text to sell a new car written by engineers or product designers would read something like this: “The new hybrid engine is connected to the transmission via a unique flywheel off-load gearing system, the large 8 caliber nitrogen filled piston brakes are functional for stopping the 19 inch wheels. We have a 24/7 fully staffed service department and towing service.”
A marketing copywriter would take this approach with value-based text:
You can significantly lower your monthly costs on gas because of the improved efficiency of the new hybrid engine. This vehicle helps reduce accidents and lowers your insurance expenses because the extra large brakes dramatically shorten the vehicle’s stopping distance. To give you peace-of-mind, this vehicle has an automated feature that tells you when to go in for service when a component needs to be checked.
Brandsadd value to all kinds of products and services — from machine shops to surgery centers to restaurants — all are figuring out how to get to the top of the narrow boundaries of their categories and become a brand associated with a buzz (word-of-mouth referrals).
Who understands it? Every single Web site sponsor, advertisers and like-companies they link to. In fact, the Web makes the case for careful and strategic branding more directly than any packaged good or consumer product ever could. How? Why? Anyone can have a Web site. And today, because anyone can … anyone does! So how do you know which sites are worth visiting, which sites to bookmark, which sites are worth going to more than once?
The answer: branding. The sites you go back to are the sites you trust. They’re the sites where the brand name tells you that the visit will be worth your time — again and again. The brand is a promise of the value you’ll receive.