By Renata Miles
April 1st, 2010
Recently, I came across an article in Advertising Age by Milan Martin titled, “Why B2B Advertising Is Like the Awkward Girl in High School.” In the article, Martin compares B2B advertising to the undesirable or awkward girl in high school. She is the girl that everyone shies away from in favor of other more “fun” girls. But later, we find out that the “not-so-cool” girl grows up to be a real knockout and lots of fun.
B2B advertising is no different. Most people assume that B2B advertising is boring and business-to-consumer (B2C) advertising is sexy. So, why is this? I think most agencies and people shy away from B2B advertising because it can be very challenging.
As Martin says, “The road to the sale on the B2B side of things is often a gauntlet of gatekeepers, influencers, decision-makers and check-writers.”
Yes, it can be intimidating and that’s why some creative people and marketers gravitate towards the comfort of more straightforward B2C assignments. But, people who live and breathe B2B, understand that it can be that exact challenge that results in the most innovative and break-through advertising.
B2B…sexy? I think so (Click on the photos to view them larger).
By Kristina Toft
March 19th, 2010
With social media trending all over the Web these days, social media links have become a part of just about every Web site and blog. And from this, designers are finding various, unique ways to customize these buttons. To cater to the ever-growing demand for such tools, unique Web sites offering freebie icons have been hunted and gathered.
There is a handy new list of 40 New and Trendy Free Social Bookmark Icon Sets available by YouTheDesigner. Take time to check out the list and download your favorites or browse and get inspired to come up with your own.
By Mike Bjella
March 12th, 2010
In the next couple of blog posts I will be exploring some simple “insider” tips about what to do with your project before it gets sent to design.
Design, put simply, is the presentation of information. And, good design does this in the most pleasing way possible. For the latter to become a reality, designers need to have the project’s “information” in tip-top shape BEFORE the design process gets started. The last thing a designer should be paid for is proofreading! It’s not that designers are incapable; it’s just that we’d rather be DESIGNING.
Ensuring consistency in a project’s details before it goes to design is critical. This means em-dashes versus dashes, initial caps versus title case. We’re not just talking about spelling and run-on sentences. Taking the time with your project and information before it gets to design helps move it along at a more efficient and cost-effective pace.
Stay tuned for my riveting second blog installment, titled, “When it comes to copy, size DOES MATTER—dealing with the more-than-ever-prevalent and scary ‘paragraph-length’ headline (AKA “paragraph-line”).”
photo courtesy: www.flickr.com/photos/Nic’s events
By Stephanie French
February 22nd, 2010
I receive a lot of direct mail. And, it takes a lot to get my attention when it comes to direct mail. So, I will hold on to and remember anything that sparks my interest. Just recently, I received a great dimensional mailer from 3dpapergraphics.com that I want to share.
Now, I wouldn’t recommend mailing it in an a window envelope the way I received it but, I was tickled when I opened the piece and out “popped” three more pieces. I admit, I was startled at first but then I realized how fun, creative and attention grabbing this direct mailer is. It’s definitely a great idea to keep something like this in mind if you’re struggling with the same lackluster mailers.
Have you received any creative or fun direct mailers lately?
By Adam Garcia
February 17th, 2010
In design there is always a risk in deciding what imagery to use in your advertising. I stumbled upon this flickr page that poses the question, “what if we went in another direction?” The site showcases a wide range of “re-worked” movie posters from the past.
Coming from an art background, it was like a breath of fresh air to see a more risky approach that still holds true to the content but that is presented in a new and fresh way. I feel that B2B advertising can gain from this theory as well. Instead of always sticking to what others do, why not push the envelope and do what no one else is doing? Get that creative edge and really stand out.
What do you think? Is breaking apart from the pack too risky? What other examples really stand out to you?
