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Food & Design: Beyond the Survey, 1 of 2

TED.COM – MALCOLM GLADWELL ON BEING EXTRA CHUNKY

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Food & Design: Buying Local

We are all feeling the pinch of the recession. Times like these makes everyone look at their spending and see where the can cut back and conserve. One noticeable changes individuals can do to save money is to cut back on their weekly grocery bill. Clipping coupons, choosing wisely on their meal plan or just being aware of what you buy could save people hundreds of dollars in a year. However, being aware doesn’t mean cutting corners.

BUY LOCAL (more…)

Food & Design: Vino Volo

A few weeks ago, I was traveling back to Pittsburgh from Philadelphia, when I was stopped in my tracks. Heading out of the newly renovated security terminal in the Philadelphia International Airport, I was greeted by Vino Volo. Derived from Italian for “wine flight”, Vino Volo is a retail store mixes its fresh boutique style with the elegance of a wine bar. Featuring wines from around the globe, locally grown cheese and a imported meats to suit their clients taste buds, this bar currently does more than give Vino Volo is not so much as creating the concept of the wine bar in airports, they are just RECREATING it.

ATMOSPHERE AND LOCATION OF AN AIRPORT WINE BAR (more…)

Consciousness: true selfishness

By Bob Martin

BILLBOARDS ARE NICE, BUT …

Ever drive past a billboard and get frustrated because you can’t figure out what it says? I do. Billboards can be an extremely effective method of advertising when done right. When not done right, they can be an enormous waste of time and money.

You have a very short amount of time to get your message across on a billboard. You have anywhere from 3-6 seconds, if you’re lucky and traffic is reasonably slow. That’s not a lot of time. I constantly see businesses trying to cram in all their information on billboards. Address, phone number, a picture of the owner with his dog, the product, a customer testimonial, the product logo … it goes on and on. The message gets lost and nothing is remembered as the driver tries to drive and read through the jumble.

MY RULE OF THUMB HAS ALWAYS BEEN …

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Food & Design: The Art of Design

TED.COM – MILTON GLASER: HOW GREAT DESIGN MAKES IDEAS NEW

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Consciousness: true selfishness

By Bob Martin

WHAT’S YOUR USP?

I spent a week in Chicago many years ago. I attended a school put on by the Giant Killers, a marketing instruction company. The first question they asked us was… What’s your USP? Well, we all looked at each other, shrugged and developed blank stares. Our instructor continued to explain that a USP is a “Unique Selling Position”. Basically, what makes our product the best buy.

YOU NEED TO DETERMINE YOU USP FOR YOUR PRODUCT OR SERVICE.

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Consciousness: true selfishness

By Bob Martin

THE CAR DEALER & TV

Years ago I represented a Chevrolet car dealer. He was reasonably successful, but wanted to take the dealership to next level and he hired me to accomplish this. One of the things he wanted to do was sell Chevets, a good solid second family car. It’s low price made it a great car for the blue collar family.

I produced a nice TV spot featuring the car and proceeded to map out the running schedule for the ads. When I presented the budget to the dealer he immediately threw out all the 11:00pm news spots. I protested, but he wouldn’t budge on the ads.

THE SCHEDULE WAS PRODUCING RESULTS, BUT NOT TO THE DEGREE I WAS LOOKING FOR.

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Food & Design: Trends of Summer, Israeli Couscous

One of my favorite new food trends that have been hitting the commercial grocers is  Israel couscous. However, it may be a bit late for me to say that this is a new truly trend in American culture because chefs have been experimenting with this type of pasta since the early 1950s. Over the past few years there has been a sudden boom to explore this culinary favorite which is why I put it at the top of my culinary trends for the summer.

ISRAELI COUSCOUS: A HISTORY LESSON
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Consciousness: true selfishness

By Bob Martin

A CAMERA DOESN’T MAKE YOU A PHOTOGRAPHER

I hear the same comment over and over…”I can take the product shot. I’ve got a digital camera”.

A few years ago, I was walking through “Ace Bargain Center”. Ace was a combination of connecting buildings that went for an entire city block. This store had every kind of used merchandise you could possible imagine. It was like an indoor junk yard (but clean and safe). As I was walking by one of the rooms I noticed that it contained all the materials for a complete operating suite; gurney, cabinets, lights, autoclave and even some surgical utensils. I realized that for the paltry sum of a couple of thousand dollars, I could set up my own operating room. I would have the equipment. The problem was, equipment doesn’t make you a surgeon, talent does. The same thing goes for photography.

A GOOD PROFESSIONAL PHOTOGRAPHER IS MORE ARTIST THAN PHOTOGRAPHER.

A pro realizes the effect of lighting, positioning, backgrounds and even the image your product conveys. Lots of people can take “good” photos with a digital camera and they can be the hit of the picnic, but the professional photographer takes it the extra mile to make your product shine.

You’ve put a lot of time into developing your product and you’re proud of it. Put your best foot forward and show it in the best possible way. I think you’ll find that most photographers can work wonders and are a lot less expensive than you’d think.

Another tip: Don’t dictate to the photographer, let him ask questions and give you his best possible recommendations. If you let an artist use his vision, chances are you’ll get something much better than you had hoped for. In my 35+ years of experience, it’s worked every time.

Next week: The Car Dealer and TV.

Always let the artist make the suggestions!

Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates audio voiceovers for radio, TV, internet ads and presentations.

Consciousness: true selfishness

By Bob Martin

Advertising’s Acceptable Lie

Truth in advertising is one of the most important rules in business. It’s what drives the ridiculously long disclaimers in automotive advertising and the list of discouraging side effects when the pharmaceutical companies hock their latest medical miracles. I don’t know about you, but every time I hear the side effects of some of these meds, I wonder if the ailment isn’t better than the cure.

So, I enter my favorite fast food restaurant and order that perfect cheeseburger pictured so deliciously over the counter. I take my treasure to the table and unwrap my sandwich to  find a squashed bun, most of the melted cheese sticking to the wrapper, catsup all over the place and a pickle stuck to the underside.

What happened to my picture perfect meal?
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Food & Design: Entry 1 of 2, Counter-top design

DO YOU SEE WHAT I SEE?

The average housewife or stay-at-home mom has changed greatly in the last 50 years. Before, women were expected to always keep the house scrubbed and clean. Now, women are happy if things are just organized and tidied up. The pace of our lives has sped up and we are all trying to fit more into our 24 hours.

In the 1950s, women wouldn’t dream of having their cleaning product in the line of sight for others to see. Today, Clorox is trying to change the “out of sight, out of mind” mentality. Clorox, through their redesign of their disinfecting wipes is pushing the question, “Why wouldn’t you want others to see your cleaning products?”

DESIGNING FOR YOUR TARGET MARKET

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network marketing: global trends

THE LURE OF A BEACH LIFESTYLE

A lifestyle of the rich and famous is a common image projected by many network marketing leaders. It is extolled in video presentations. It is acted out at “major events” held in exotic resorts. It is seductive…a heady experience. We attend in droves, in hopes of an epiphany on the road to riches. We listen to the dream, with hopes the dream now includes us.

These sessions do inspire and encourage…but, if what follows is financial and relationship stress arising out of unreasonable business expectations and overextended  expenditures, the inspiration backfires. A promise of vast, easily-acquired wealth, is seductive and destructive; both for the new person, and for the leaders who are under pressure to uphold the persona.

OH – NO – ANOTHER NETWORK MARKETING BANKRUPTCY

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Consciousness: true selfishness

By Bob Martin

Bob Martin’s career has spanned almost 40 years of media, marketing and ad agencies, including 19 years as Manager of STI Creative. He’s kindly offered to provide us with weekly articles on advertising for the small to medium size business. I’m pleased to welcome him to Thinking Big Works.

Yes, it’s Monday and Bob’s posts will show up on Thursdays. So look for a bonus this week – two posts instead of one.

David VanAmburg

The Three Rules of Advertising

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Food & Design: Entry 1 of 2, Counter-top design

SPRING CLEANING

It’s nearing the end of winter here in the northeast, and that means Spring Cleaning is upon us. As the weather gets warmer, new cleaning products are popping up to be used in apartments and homes across the region. Perhaps this was Clorox’s intent when it hired design team Brand Engine. The “counter top” design that Kleenex implemented raises an interesting question about up and coming trends: will common mundane products try to push out from beneath the cabinets?

IS THIS THE START OF SOMETHING NEW?
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network marketing: global trends

NETWORK MARKETING AS WELFARE

We have reached the number 10 pet peeve I believe most people have with network marketing. I began this rant more than 10 weeks ago with my first post, People Don’t Dislike Network Marketing, They Dislike Network Marketers.

In that post I outlined 10 behaviours I believe need to be changed for network marketing to undergo the revolution I know will occur when we discover the potential this economic model has to lead business into the future. For the ten weeks following that initial post, I have expanded on each of those 10 behaviors. (click for a complete listing to all posts on this subject).

IS IT POSSIBLE TO HAVE A BUSINESS THAT PAYS YOU FOR NOT DOING ANY WORK?

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Food & Design: Pepsi Natural

GOING ORGANIC

It seems like the new trend for products is to go organic these days.  Or at least trying to find a more eco-friendly or natural approach to their products.  So one would think that this would be an interesting approach for a cola company, PepsiCo. to switch over to the “natural” ingredients that nature has to offer.

IN THE UK
At first, Pepsi tried out the “natural” approach to its United Kingdom customers.  Calling their new recipe Pepsi Raw, PepsiCo. introduced a cola made from sparking water, cane sugar, apple extract, tartaric acid, which comes from grapes, just to name a few.  This is such an interesting idea for a cola company -remove the high fructose corn syrup and market it as the natural cola.

Now, on this side of the pond, American customers will find three similar Pepsi products sweetened with natural sugar in March and April: Pepsi Natural, Pepsi Throwback and Mountain Dew Throwback.  The two throwbacks will be available nationally April 20 for eight weeks.  To complement the name, the throwback packaging will have a retro-look.  As for Pepsi Natural, the glass bottle, sold in a four pack will have a sleeker, simple design showcasing the three main ingredients: sparking water, sugar and kola nut extract.  In addition, Pepsi is labeling this as the “all natural cola”.

WHY DID PEPSI DEVELOP A ‘NATURAL’ COLA?
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Consciousness: inspiration

CANADA’S OBAMA MANIA

Barak Obama made Canada his first international state visit and that pleases this country. Our population is small but we are the largest trading partner of the US. Protocol suggests each new US President will visit our country first, since we are its closest, most stable neighbor. But giving Canada that honor has not always been the case, as when George Bush chose Mexico for his first state visit.

Some media think Obama has an even greater adoration factor in Canada than in the US. His espoused social values are in alignment with those of Canadians but does adoration equate to an ability to govern?

WE WOULD LIKE TO HEAR FROM YOU

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network marketing: global trends

YOU HAVE TO BE KIDDING ME!

This should be the shortest post I have ever written…of course you have to sell…end of story!

Sadly, I have heard this “pitch” all too often. “Join our company. It is great. You don’t have to sell anything. Because we know how much people hate selling, we have set it up so you won’t have to sell a thing.”

First of all…anyone making this statement is rather foolish if they haven’t figured out that what they are doing is trying to SELL you on the idea that you can make money by just sitting around…and uh… watching the grass grow… I guess.

If you did sign up, it is unfortunate they did not realize what great sales people they are!

YOU ARE ALREADY SELLING EVERY DAY…

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On our Monday blog , A Clucking Good Way For A Greener, Self-Sustaining City, we told you about an upcoming decision by City Council in Vancouver, British Columbia to determine whether or not Vancouver residents can keep chickens in their backyards…we said we would keep you informed…

Well, the vote is in… the answer is YES! Here is the reaction from Canada’s national paper the Globe and Mail…what do you think?

Globe and Mail – Chick Coop For the Soul

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