Archive for the ‘Marketizing’ Category

-=Complicated Food Labels Complicate Food Further=-

Monday, August 2nd, 2010

Somewhere back in the late 70’s, we got used to reading the labels on our food. We were looking for high calorie counts initially, but as we progressed in our quest for “Healthy” foods, we began relying upon the packaging to tell us what we wanted to hear – Low Fat! (meant higher in sugar) Low Sugar! (meant higher in fat).

Can you say it fast three times?

Human beings love sugar and fat with a side of salt. An ear of corn, which is extremely high in natural sugars becomes a nearly perfect combination when slathered with butter and sprinkled with salt.

If you’re old enough to remember the marketing brouhaha caused by  “New Coke” in 1985, what you may not know is that the only thing “New” about it was that they switched over from using cane sugar to the much cheaper High Fructose Corn Syrup. They took Diet Coke, which was a huge success from its introduction in 1982, stripped out the artificial sweeteners and started adding corn to it. The Coca Cola ® company wasn’t the only one to get on the cheap & sweet bandwagon. There are hardly any pre-packaged sauces, jams, dressings or processed food products that don’t contain corn sweeteners and/or corn fillers.

Last week, I posted a recipe for Jalapeno Ranch dressing, because as we move to eating more salads and vegetables in general, we can lose the health benefits really quickly by pouring a bunch of corn over it. Nearly every single bottle of salad dressing I have found contains either corn fillers or corn sweetener. Same with Barbeque sauces – You can take the most beautiful piece of organic, grass fed brisket available and destroy it with a sauce.

Sadly, I don’t have a good barbecue recipe to share yet, but I’m working on it. Most online recipes begin thusly “Take a cup of ketchup”, which is not helpful since all major brands of ketchup use HFCS.

Prior to reading Michael Pollan’s books, I read labels to see how much sugar or fat was in something, not what kind. There are a myriad of conflicting studies out there on the benefits and risks of using HFCS, my personal concerns have more to do with reducing the amount of processed ANYTHING in our diets and being able to sweeten our foods to our taste, not that of a four year old without boundaries. I wouldn’t drink a glass of water with 10 teaspoons of sugar in it, and yet, when we drink a soda, that’s what we’re getting along with artificial flavors and preservatives.

Eating lower on the food chain takes some work and not just at the store level doing due diligence, but on the home-front. I try to make some kind of spiced beans every weekend in the crockpot so they’re ready to put in salads or make quick burritos during the week.


Here is how I make the current favorite:

8 cups of dry pinto beans
2 boxes of low sodium, organic vegetable broth
2 cans of Rotel diced tomatoes
¼ cup of taco seasoning (I am working on a substitution mix)
1-3 T Tony Chachere’s

I don’t soak my beans first. I just put everything in the crockpot on high till it’s done, then I transfer them to a container for later use.

My boyfriend Michael says you can eat as much fast food as you want as long as you make it yourself. Here is my recipe for French Fries.

10 medium red potatoes cut into halves, then thirds
¼ c Olive oil
1 T Tony Chachere’s seasoning (Yeah, I know, we’re crazy for it)

Put your potatoes in a large bowl, pour olive oil over them, then sprinkle with the Cha Cha and mix it all up so everything is coated evenly before sliding them onto a large baking sheet. 350 degrees for about 15 minutes.

Disclaimer: I consider this blog post to be penance for the two pre-packaged Rice Crispy treats and the handful of M&M’s I had that were left over from Tim’s Birthday Party last Friday. Tim’s out of town, so I feel justified in blaming him.

In Denial,

Mrs. Knightly

Mind Maps | Austin Kleon

Monday, May 17th, 2010

SEO’s and Analytics – We’re buried in them now, all of us, every day. Sometimes, it feels like we are unraveling the Universe. Lately, I have become even more fascinated with how people learn and understand the myriad of information we are bombarded with. Meetings, classes, webinars – How we convey is no less important than how we retain. I am a visual learner, I actually like the pictorial instructions that come in the IKEA boxes. I do not love large, technical manuals with walls of text.

Our challenge this week, should we choose to accept it, is to create a mind map out of something we are passionate about. I cannot draw, or, perhaps I just believe I can’t, so this will be particularly challenging to me. Send your submissions to june@zoomcreates.com

BE INSPIRED WITH ME

And here are a few samples to get you started.

Mrs. Knightly

The Tasting Panel featuring BellaSvago and Zoom Creates

Tuesday, May 11th, 2010

BellaSvago™ and Torkscrew™ are two brands that we at Zoom Creates are extremely proud of. From inception to product name to brand/identity to voice and messaging, we’ve been there from day one. Two beautiful logos, one lovely e-commerce website, to-die-for product packaging that’s sure to impress and a plethora of printed materials, including business systems, marketing sell-sheets, advertisements, large format and tabletop signage, as well as point of purchase concepts. These are just some of the fruits of our labor over the last 7-8 months.  Each and every Zoomer had some part in this and we all feel very close to the project for many reasons. The first is that the inventor of Torkscrew (a fabulous all in one screw cap/corkscrew/champagne/beer bottle opener) is our very own Leisa Bates, one of four Zoom Creates principals and our finance extraordinaire. (You can read more about Leisa here and Torkscrew here.)

If you combine a super cool kitchen/wine gadget with an idea that sprung out of a great mind that we know and love… you can imagine the heart and soul that went into this project. Long story short: Torkscrew and it’s parent company, BellaSvago, is growing and making their mark on the world. Enter The Tasting Panel magazine, whose May 2010 issue features a full page editorial outlining the  Torkscrew Story and touches on the minds behind the brand (that’s US). Please enjoy.

Facebook Marketing doesn’t hold back.

Tuesday, April 27th, 2010

“Facebook may not have made any big announcements about local business marketing at last week’s f8 conference, but the company is certainly stepping up its efforts in that area. Today, we discovered that Facebook is sending out window decals with text-to-Like SMS instructions to select local businesses.

Twitter user B.J. Drums, who works with the Museum of Making Music in Carlsbad, California, sent us proof that Facebook is officially getting into the local business marketing fray.

The company received both a window decal and an accompanying letter (see below) that encourages participating businesses to place the decal “prominently on your window or sales counter, since businesses that promote their Page off-Facebook tend to see a 20% or greater increase in connections.”

The sticker in question includes a very prominent Like icon and the iconic blue Facebook branding, as well as a call to action that reads, “text like MuseumofMakingMusic to 32665.”

Facebook is even gifting beta testers with $25 in ad credits to help drive home the utility of the service and propel businesses to participate in on-site advertising as well.

This first step toward serving local businesses is an extremely smart maneuver very much like Google’s Place Pages offering. Also, the day that Facebook correlates your physical location in the real world with their local business Pages does not seem too far off.

If Yelp, Google, Fousquare and Facebook all get their way, local business windows will be covered in window decals. Realistically, one decal will prevail and we tend to think Facebook’s more than 400 million userbase and the value of an instant Fan will make Facebook’s offering especially appealing to local business owners.”

Story courtesy of Mashable.

Does good SEO mean bad design?

Wednesday, April 21st, 2010

Over the years, I’ve heard from more than a few people that “good Search Engine Optimization cannot co-exist with aesthetically appealing design.” In other words, the site that remains after being fully optimized is not as good looking as the originally designed site. Why is this?

I think we can all agree that search engine results are important. In fact, statistics claim that up to 85% of online shoppers use search engine results to find what they will eventually end up purchasing. This means from search bar to search results to click through to purchase, or something like that. Because of this, having a website that will show up in search results is of utmost importance. SEO is the “man behind the curtain” that makes those websites appear in the search results. When we speak about “optimizing” a website, we are speaking specifically about preparing a site to show up as often and as close to the top of the page as possible when a user is conducting an applicable internet search. How is this done?

Allow me to explain…

Keywords and phrases: These are chosen based on the who, what, why and where of your site. What is your site about? What is your product? A keyword best describes what the content of your page is. This is one of the most important pieces of optimizing a site.

Meta tags:
There are many types of meta tags, but the most popular of them are the description and keywords meta tags. Meta tags go in the head section of the page. The meta keywords tag should contain a list of the most valuable keywords and phrases used on the page on which it is placed.  Each page should have a meta keyword list specific to that page.  The meta description tag is a description or summary of the page.  In many cases, this description is displayed by the search engine to the person searching for your keywords.  It should use your keywords and suggest to the user that this is the page they’re searching for.

Image Alt Tags:
An image Alt attribute is a textual description of an image. It is used by screen readers to describe the image, but also by search engines to determine the image’s relevance.  Because “an image is worth a thousand words”, keywords used in alt attributes are heavily weighted.  And because computers are not very good at analyzing the content of images, they rely on the text of the alt and title attributes. To fully optimize the graphics and website, it is important to insert a readable keyword phrase within the Img Alt Attribute.

Title Attributes:
Just about any html element in a web page can have a title attribute.  These are like img alt attributes as they are used to describe the element on which they belong, and are also read by search engines.  They should contain valuable keywords.

Title Tags:
The Title tag of a web page should always contain the most important keyword phrase of the page. This is because it will aid in getting higher search engine ranking results.  Titles should also be inviting and descriptive to encourage people to click on them. “mywebsite.com – home” is not inviting or descriptive.

Text:

Text:
Text plays a key role in determining a website’s page ranking; it is thus of vital significance to optimizing a website. Text for a site should contain plenty of important key words and phrases used in different ways. A generic rule of thumb: keywords and phrases should appear at least three times. but don’t go overboard. Over-using a keyword could look to a search engine like keyword abuse which could lower your page rank, so don’t over-do it.

With that being said, I want to circle back to my original question: why do so many of the properly optimized sites appear so unattractive to look at (IMO). For example, this site comes to straight to the top of the search results for “hot air balloon”, but what it HAS in optimization, I feel it LACKS in design. Ads all over, copy galore, is this even a real site? I do not feel extremely confident about this site. It feels more like a bed for advertising than anything else, which is the exact opposite of what any legitimate site would want their viewers to feel.

However, on the other end of the spectrum, when searching for “dog”, the site below came up in the search results at almost the very top. To me, the site has a better look and feel, is easier on the eyes and I come away feeling a little more trusting in the site itself. It’s still busy, yes, but it is obvious that some thought was given to the user experience and making the site a little easier to navigate. “A” for effort.

What is the solution? I am of the school of thought, as I believe most reputable design agencies are, that SEO is something that should be considered from the get-go. The reason for this is that if left until after the site has been designed and developed, the only real option is to begin adding things to the site. This would mean that although perhaps the original vision for the site was dead on, the afterthoughts being added here and there and everywhere will ultimately cheapen the overall look and feel of the site. If SEO is considered at the onset, the proper keywords, phrases, tags, links, text and so on can be built in, all while maintaining the branding, aesthetic appeal and positive user experience. While some feel that optimizing a site is the LAST thing that is to be done, there are those among us that believe all things work TOGETHER for good.

Conclusion? Let’s do the brand, message and website a favor and think of SEO as part of the big picture, rather than something that is done after the fact. As with anything, there are times that optimizing a site will be the last thing that is done, or maybe due to circumstances, a site isn’t built for SEO at the beginning. With the right team of professionals (ahem, Zoom Creates) having a beautiful site built from the ground up while still being fully optimized for the highest search rankings is not a pipe dream, but in fact, a reality.

What do you think of the new Tiger Woods Nike ad?

Friday, April 9th, 2010

In a bold move on Nike’s part, on the eve of the Master’s 2010, both ESPN and the Golf Channel aired the new Nike ad featuring Tiger Woods and created by Wieden + Kennedy. Woods says nothing in the ad, but faces forward looking solemn while a voiceover of his late father, Earl Woods, plays. He asks, “did you learn anything? Nike has been one of the few sponsors to stand by Woods since the uncovering of his “issues” in late November 2009.

Now, for my own commentary, which is more marketing-centric than opinion of Tiger. I think that Wieden + Kennedy did exactly the right thing, assuming they were asked by Nike “how do we fix the debacle that is Tiger Woods?”. The advert is compelling, pulls the viewer in and urges them to think beyond the behavior to the root causes. IMO. It does not excuse his behavior, but rather, takes the approach that he is, in fact, human, and does, in fact, make mistakes. Cheers to humanity in advertising. I think…

-=The Beauty of Bark Cloth=-

Monday, April 5th, 2010

Over the years I have collected many things. Some of them long gone now due to changing interests or simply because I couldn’t bear the thought of packing and moving them again. Bird Cages would be a glaring example of this. Currently, I only collect one thing — Snow Globes. If we’re friends, heaven forbid you go somewhere and don’t bring me one back, because I will remind you of it. For years to come.

Some collections start out innocently enough, the random purchase of a vintage travel clock or a “nearly” perfect Roseville vase. The next thing you know, you have a dozen…or more.

My Bark Cloth obsession began on E-Bay over a decade ago. My first purchase was a large set of dark green curtains with a geometric pattern, touted to have hung in a New Orleans bedroom. I was born in New Orleans, so it seemed to be a fairly innocuous way of honoring my past. Until things got out of hand, that is.

If you’ve never held a piece of real Bark Cloth in your hands, it’s a shame. Heavy, textural and often smelling of Grandma, it has the power to transport you back to a cozy guest cottage, or a swinging bachelor pad.

You can purchase exceptional reproductions now, so I thought I would post a montage to set the tone on this cold and rainy spring afternoon here at the Studio.

Remember children, we’re all special and unique, but it takes a certain kind of person to be truly ‘eccentric’. Collecting large boxes of bark cloth you’ll never use is just one step on the path to Crazy Town.

All Aboard!
Mrs. Knightly

Haiku 4 U

Tuesday, March 23rd, 2010

Small green shoots come forth
fully aroused by warming
promises fulfilled
-=June=-

Spring Poppies by - Susan Hazard

Oh, those clever Japanese! Breaking down a complex subject into just 17 moras (syllables in English) – Perhaps an early marketing technique we can credit them for. Similar to, but perhaps more prosaic than:

Strong enough for a Man,
but made for a woman. – Dial Soap

We make money the old fashioned way,
we earrrrrrn it. – Smith Barney

Plop, plop; fizz, fizz;
oh, what a relief it is. – Alka Seltzer

When it absolutely, positively
has to be there overnight. – Federal Express

We’re number two,
we try harder. – Avis Rental Cars

Advertising Slogans,
the Haiku of the Marketing World. – JK

The first three responders with a structurally correct Haiku will receive something lovely from my kitchen.

Happy Spring!
Mrs. Knightly

Too risque or just good advertising?

Thursday, March 11th, 2010

We’ve all seen them. They are the ads with the lovely new watch on the strikingly beautiful woman doing nothing other than just sitting there, being lovely, wearing the watch.

Then, of course, there are the ads that completely cross the line and border on inappropriate, even dirty.

Is there a happy medium in the creative spectrum? Perhaps an ad that is risque enough to be attention getting, yet remains within reason and effectively gets the point across? I believe there is.  My personal opinion as a consumer is that these ads do more than just successfully engage the viewer. Rather, they treat us with the respect we deserve by acknowledging that now, more than ever, the consumer is intelligent, thoughtful and capable of getting an inside joke. Similar to the lessons we’ve heard passed down through the years such as “why buy the cow when you can get the milk for free?”, advertisements that hide nothing and are outspokenly inappropriate leave nothing to the imagination. On the opposite end of the spectrum, adverts presented in good taste with a hint of risque seem to interact with consumers on a higher, more intellectual level. We get that marketers understand us and know that a shred of humor in an otherwise boring slew of constant advertising (see first picture above) is a welcome reprieve, whether in a magazine, on a billboard or as a part of a direct mail campaign. We appreciate the obvious creative effort that went into it and praise them for taking the time to humor us.

A wonderful example of this kind of effort is seen below in the Wallis “Dress to Kill” campaign:

This particular campaign is fun, humorous and sure to pull a smirk from the viewer. It is obvious that the creatives on the other side of this campaign thought this through, rather than simply finding the tackiest image available that would astonish their audience. The “Dress to Kill” campaign, in my opinion, covers all the right bases.

On the home front here at Zoom Creates, I’ve been fortunate enough to take part in many a creative brainstorm. What I know is that usually, the initial ideas brought to the table are perhaps “good enough” but not the best we could come up with. The best ideas seem to come to the surface a little later on, sometimes in the last 15 minutes of the brainstorm. What I’ve learned from this is that the time invested up front is directly related to the top notch end result that is produced.

From the Zoom Creates archives comes the Consolidated Press ad campaign that incorporates a little humor, a clear message and striking, eye catching visuals. Enjoy!

3D Apple Tribute

Tuesday, March 2nd, 2010

Many of us at Zoom (correction: MOST) have been Apple fans for quite some time. The video tribute below was created by Transparent House and the animation was done using 3D’s Max and V-Ray Render. Shockingly enough, the entire process took no more than 10 days to complete. Without tooting our own horn too much, the tribute brings to mind our own Zoom Creates Reel, which is quite possibly why I find it so darn attractive.

On a side note, the presentation of the products is beautiful and shows the genius progression of a company started in a garage that has grown into an empire.

Anatomy of Apple Design from Transparent House on Vimeo.