Day Job: Launching a New Company Logo

The classic marketing conundrum:  My logo is outdated and inaccurate, but people know it well.  How can I introduce a new, snazzy look without alienating my current clients or staff?  It’s a question I get a lot in my day job.  

The answer:  plan, plan, plan.  The marketplace is completely familiar with the concept of upgrading, and they’ll come along with you on your journey to revamp your image.  But, they don’t like surprises.  Involve your clients and staff in the process, and you’ll come out not only looking, but smelling like a marketing genius. 

Here’s my eHow article with some tips.  Click and comment!

How to Introduce A New Logo to Your Customer Base

Day Job: Designing for Newspaper

Newspapers!  They’re the old stand-by in advertising.  And, although it may seem to be usurped by the plethora of new digital and print media available, newspaper advertising is still a very effective venue for many advertisers.  In my day job, unless clients have a chunk of their advertising budget to devote to weekly or daily ad runs, I usually recommend newspaper as a good option for marketing time specific events or promotions.  Here’s my eHow article about using good newspaper design techniques to get the most bang for your newspaper advertising buck.  Click and comment!

How to Design an Effective Newspaper Ad

Day Job: Determining Website Navigation

In my day job, I advise website development clients extensively about site content navigation.  The way a website’s information is organized and labeled is crucial in ensuring it’s success.  I’ve observed two main perspective shifts that can help clients achieve a more effective linking structure.

1.  Shift:  Internal perspective to User perspective
Many clients organize their content based on how their company or sales process is organized.  But, because web visitors don’t necessarily understand how a client’s organization works, a linking structure based on that perspective can make finding information difficult.  A good content structure starts with stepping into the user’s perspective.

2.  Shift:  Linear approach to Scavenging approach 
In short, good navigation much relinquish control over the user’s experience.  Unlike a user’s experience of a brochure which has a limited flow of options, websites have a multitude of paths for experiencing the information.  Through the realities of search engines, this includes the possibility of users entering the experience from virtually any page on the site.  Content structure must accommodate the scavenging nature of  online users who click from point to point based on their need for information, which may have little or no relation to how a client would logically organize content.

These shifts can put clients in the right mindset to establish a working navigation structure that will serve the needs of a variety of users.  My article for eHow on determining navigational structure offers more helpful hints.  Click and comment!

How to Determine a Website’s Navigation Structure

Day Job: Choosing a Website Host

In talking with clients in my day job about website development, I’ve found that many don’t know where to begin to find a website host.  It can be difficult to know how to even evaluate hosting companies.  However, you want your relationship with your host to be long-term and hassle-free.  Here’s my eHow article with some tips for making the best choice!

How to Choose a Website Host

Day Job: Managing Your Advertising

Part of my day job is to manage advertising programs and campaigns for various clients.  Sometimes my clients toy with the idea of just relying on our company for the creative stuff and trying to manage the administration of their programs themselves.  My first piece of advice is always, “don’t do it!”  And, it’s not just because we lose revenue.  It’s because the management of an advertising program takes a lot more time that clients usually think.  Although it may seem like you’re saving something by not writing a check to your ad agency each month, sometimes you actually end up paying more by doing it yourself.  You pay for it in lost productivity, valuable time spent on the wrong things, or misplaced energy that could be spent growing your business.

BUT, if you get the advertising management task added to your to do list, here’s my article at eHow.com with some tips to make the job easier.  Click and comment!

How to Manage an Advertising Program

Advertising Curiosity

Because I work at an advertising agency, I’m always interested in advertising/design issues, opportunities and curiosities that present themselves in media.  As I was looking at the LA Times website this morning, one such curiosity made its presence known: boxes labeled throughout the site as “Google Advertising.”  I assume these links are part of the ever elusive Google AdWords program. 

The task of understanding and managing campaigns with Google AdWords  is daunting in my limited experience.  However, I see Google ads EVERYWHERE.  They are literally all over the internet in both business and personal websites. The lure of getting paid puts Google ads on lots of blog sites just like this one.

Probably the most curious aspect of Google advertising is how the content specific ads are selected.  I’m sure there is some complicated algorithm that governs the selections, explaining why it completely eludes me.  But, as I noticed some of the actual ad postings in my wandering through latimes.com, I have to wonder…

Is Google the great tally sheet for bottom-lining a web page’s content?

Is Google the great filtering system where dust-laden extra words are trapped, allowing only the essential to heat and cool the visitor?

Is Google the great pot in which content is boiled down to it’s essence?

Scary.

I have to hope and believe that my carefully turned phrases are more than the sum of their content network impressions.  At least, that’s my story, and I’m sticking to it.  Regardless, I saw some interesting (and maybe telling) content matched ads at LAT:

• On the Entertainment page –
  Plastic surgery, stomach fat and anti-aging abound.  Hmmm…
  The most interesting were “Plastic Surgery in Mexico” (is that advisable?) and “10 Rules for Stomach Fat” (fatloss4idiots.com, no less).
  Just a note — That one for fatloss4idiots.com is everywhere.  Apparently no matter what news stories you’re interested in, you can always benefit from dropping 9 lbs every 11 days.
   
• With an article about Tiger Woods at the U.S. Open – 
  The most notable was “Tortured Philly Fan Shirt.”  In case that golf thing doesn’t work out. The website says it all: drunkenbleachers.com
   
• On the World page – 
  Again with the ads about plastic surgery, tummy tucks and the infamous “10 Rules for Stomach Fat.”  Is the whole world really looking for a nip and a tuck?
   
• On the Environment page – 
  “Forensic Science School” offers “plenty of good deals on a variety of products.”  I don’t even want to know.  Also, right behind the opportunity to “Run your car on water,” you can get another “10 Rules for Stomach Fat.”  I guess that’s for literally reducing your carbon footprint.
   
• With an article about Leiberman endorsing McCain – 
  We have “Fortunes from the Web,” “TV ads Win Elections,” and my favorites, “Work at Home and Love It” and “Retire Early.”  So, just what is Google trying to say about McCain’s chances?

Nothing Against Gongs, But…

“If I speak with the tongues of men and of angels, but do not have love, I have become a noisy gong or a clanging cymbal.  If I have the gift of prophecy, and know all mysteries and all knowledge; and if I have all faith, so as to remove mountains, but do not have love, I am nothing.  And if I give all my possessions to feed the poor, and if I surrender my body to be burned but do not have love, it profits me nothing.”  (1 Corinthians 13:1-3)

As a wife…
If my husband has a sounding board for all his business dreams, if he can benefit from my multitude of advice on finances, child-rearing and how to fold towels, if he has a fellow fan for Braves games and a sideline fishing partner, but I will not surrender the need to be right in favor of Christ’s example of selflessness, then I have not loved him.

As a mother…
If my children obey me every time, if they know how to use “kind words” and a “soft touch,” if they have remarkable vocabularies and creativity and are completely potty trained, but do not know Christ’s unwavering and sacrificial love through my demonstration, then I have totally missed the point.

As a homemaker…
If the dishes are in the cabinet and not in the sink, if I can make unique, delicious and nutritious meals that even a 3-year-old will eat, if the house is clean, dust free and decorated with the ingenuity of a designer, but it is not also home to the peaceful, gracious and loving spirit of Christ, then my efforts are in vain.

As an employee and co-worker…
If I excel in creative design work and expert marketing advice, if I can handle client needs with patience and wisdom, if I can successfully juggle every project within deadlines and budgets, but my work relationships are not characterized by respect and the understanding that each person is of infinite worth to Christ, then I have not born witness to His practical love.

As a world citizen…
If I can understand the implications of various world views on our society and culture, if I can offer a biblical perspective on current events and popular ideas, if I can commit myself to knowing and doing right even when it’s unpopular, but I can not see and approach each person with the eyes and compassionate, merciful love of Jesus, then I know nothing of the way of Christ.

(See this article on ehow.com under the title “How to Live Out Love“)