october 2011
	13 scary marketing tactics As we approach Halloween, we've assembled some of the scariest, most spine-chilling marketing tactics we've seen. These tactics are scary because companies waste money on them and scarier still, because of the damage they can do to their brand. 1. Changing ads frequently – you will get bored with your ads long before your audience does. Repetition is the key to advertising success. 2. Running ads only in the "show" or "conference" issue of a trade publication – these issues might actually be the least read because people are busy at the show. If you can't afford to run at least three ads in a publication throughout the year, don't bother. 3. Starring yourself or your kids in your print or TV ads – unless you or your kids are professional actors, hire professionals to deliver your message. 4. Not finding your market niche – trying to be everything for everyone, you end up being nothing for anyone. You're better off being the first choice of 20 percent of the market than being one of 20 options for everyone.
			5. Hiring a social media Guru just because they have "social" on their resume – most companies already have a strong social player on their team if they would check. 6. Having a lame website – there is no excuse for having an amateur website that isn't functional or easy to navigate. Your website is perhaps your most important marketing tool, so be sure the design and content is professional. 7. Taking your own photographs – if you need good photos for your print or on-line communications, hire a professional who has the camera, lighting and talent to do the job. Your point-and-shoot or phone camera isn't going to cut it. 8. Outsourcing your marketing projects to a lot of firms to get more ideas or a better price – find a company that you like to work with and that cares about your brand, pay them fairly and expect great work. If their work isn't great, find another. 9. Not delivering what you promise – this can be extremely damaging for companies that promise great service or exceptional products. It's a cliché, but always under promise and over deliver.
	10. Seeking approval by committee – the fewer people involved in the creative approval chain, the better. If your process requires a roomful of managers, you'll end up with an unintelligible mess. 11. Putting too much stock in market research – consumers don't always know what they want, how they feel, or why they do what they do. Even if they do know, they won't always tell you the truth. 12. Jumping on the new bandwagon – there are new marketing and media options popping up daily. It's easy to be seduced by the latest fad, but it's smarter to stick with what is working while you evaluate what might. 13. Not having patience – it takes time for marketing to work, and credibility grows through consistency. Plan your tactics well, and stick with them. Determine what is working and what isn't. Do more of what is working.
			CLASSIC CREST® video When Neenah Paper decided to give away a new Ford Mustang as a sales incentive, they asked us to help them introduce the promotion at their annual sales meeting. They had scripted a video featuring a sales call in the 1970s versus calling on the same customer today. The concept called for contrasting classic elements of the two time periods to promote their CLASSIC CREST® Paper line. Decked out with wigs and period clothing, there was a lot of laughter on the sets during the shoot. There was even more hilarity when the comedy premiered at their sales meeting. click here to see the video
			new graphic designer on staff We are pleased to announce that Bowen Hobbs has joined Leibold as our newest Graphic Designer. Bowen was graduated from UW Oshkosh in 2007 with a Bachelors Degree in Fine Art. He then worked at local design firms in print, web and social media communications. Bowen has a special interest in sports logos, which led him to design the 2009 All Star logo for the Midwest League. Please join us in welcoming him aboard.