Jewish Marketing 101 – Ditch the Graphic Designer. Get a Marketer.

Jewish Marketing 101 – Ditch the Graphic Designer. Get a Marketer.

Graphic DesignNothing says bad business and lost investment like an advertisement that doesn’t do what it’s supposed to do, which is bring in business. I’ve met clients who go through painstaking troubles to hire graphic artists to create the most eye-catching ad possible – the problem is many Photoshop, InDesign and Illustrator graphic designers lack the one tool that matters: marketing intelligence & experience.

If you’re a smart business, you know you need to ditch the graphic designer and get a marketer. 

A marketer understands the needs of the client go well beyond ad design. A marketer needs to know who your target market is, how to reach them, when to reach them, what will get through to them, what your budget is, what media outlets have a proven track record, and what you need to accomplish before, during, and after the ad campaign hits. Yeah, that’s a lot of stuff. Graphic designers know how to make an apple have fangs and only when someone advises them to do it for the apple with fangs business.

Ditch the graphic designer and get a marketer. The marketer creates a vision, concept, pitch and slogan for your brand. A designer simply takes those instructions and designs it. If you’re paying for a graphic designer that has no marketing experience, then not only are you wasting money on ad design (not to mention ad buys), you’re also risking your reputation as a business/service that is disconnected with the marketplace.

How can you tell if you have a designer or a marketer? Simple:

  • A marketer will provide an advertising gameplan and then design an ad that matches your goals, vision, and market.
  • A designer will show you their rates and portfolio of their capabilities, not a gameplan for where to advertise.
  • A marketer will recommend you measure responses through call tracking, promo codes, and QR codes.
  • A designer will say that adding those tracking options will detract from the look of the ad.
  • A marketer will tell you all about CPM, CTR, Open Rates, SEM, SEO, PPC, and more.
  • A designer will only give you two proofs to review before the final ad.
  • A marketer will list testimonials on their websites from successful customers.
  • A designer will list artwork yet no indication of client’s success.

So what would a good marketer say?


A great looking ad comes at a price. Knowing where to place it makes it an investment.

When you just get a graphic designer, all you have now is a great looking piece of artwork. You could hang it on the wall if you choose. Or you could invest it smartly into the best print, digital, and social places to bring in sales and get more business. Always ask before you hire a designer if they can handle media buying, media placements, strategy and market research. Until you know what, who, when, and where to target your customers, you just have a piece of PDF art. A smart marketer will know how to design your advertising for your intended market and then provide a media strategy for placing it. That’s an investment.

Develop a slogan.

Take a lesson from Walmart – develop a slogan, compel customers, to find out more and live by it. For years, Walmart’s tagline has been “Save Money. Live Better.” That tagline speaks to everyone in four words and compels people to visit a store or Walmart.com to see how they can save money on everything and actually live better with the savings they gain. Furthermore, it tells customers what to expect you’re your business. Home Depot wants to help you “Keep Improving” while Harley Davidson says what they stand for: “American by Birth. Rebel by Choice”. IBM delivers “Solutions for a Smarter Planet” and Nike urges people to “Just Do It”. You can see more here. What message are you telling your customers that you stand for? Even better, what are you telling your customers that your competitors aren’t? A good marketer knows how to develop an all-encompassing slogan that sums you up in half a sentence.

Reinforce, Reinforce, Reinforce.

Coca Cola grabbed headlines during Super Bowl season (go Giants!). InformationWeek reported on how Coca-Cola is going to be a marketing trailblazer that leverages their TV advertising through a massive social media effort. The days of simply watching a Super Bowl ad and then possibly buying a Coke are over; now, people can see the TV ad, “Like” Coke on Facebook, interact with the Coke Polar Bears online, and share the ads with people on their mobile devices and tablets. The message is simple – you have to reinforce your ad campaign in as many ways as possible. Does your store signage match your advertising? Is it consistent with your website, brochures & social media? Reinforcing can even be experimental – like CokePolarBowl.com – or very basic, like ensuring your print advertising is consistent with your business cards and branding collateral. More importantly, is your business image consistent with YOU? Even MORE important is how are you measuring it all?? Don’t drop the ball on the two-yard line. If you’re not reinforcing your image, you’re actually reducing the marketing effectiveness of your entire image.

Sometimes, You Need to Put your Opinion Aside.

When we were designing the print artwork for High Style Events, we were so convinced that our print design would be a great consistent theme, in line with our website, that would really grab the attention female clients. It took one comment from our female colleague – “it’s a bit dark” – to make us totally rethink our design. Although we were so passionate about the idea, we decided that we had to put my vision and idea’s to the side in favor of a member of our target market – females! If she says it’s too dark, then our target female market will consider it too dark and think we are in the dark-event business. Needless to say, we changed the print design to a more lavish, bright look with plenty of images and florals all around. Sometimes, you need to take your passions and vision out of the equation and let others – like your wife, your staff, or even clients – chime in with their opinions.

Be risky in your creative. But be truthful.

No one ever said you have to copy what your competitors are doing. Ever since Pomegranate started using a unique design for their advertising when they first opened, every Jewish supermarket tried to imitate the look and image. Well, Mendy’s Heimishe Bakery isn’t Pomegranate – it’s a bakery. A pretty small one. Don’t follow the crowd… create a new design so others follow you. And it’s ok to be risky and funny and bold and loud because it’s your business and your business has a unique personality. Be loud and creative in your logo but always stay truthful to what you are and what you represent. If you’re a small community bakery, highlight your “friendly service” & “fresh-baked” quality, not your valet parking. Own what your business is about and always highlight it.

Have a lot to say? Save it for the website or social media. 

Dozens of clients made the same mistake in their ads. They think the more information/value/deals they put in an ad, the more responses they’ll get from customers dying to take advantage of everything! Too many details in the ad will clog up the message. If you met someone in an elevator and went through your entire pitch about your business – who, where, what you sell, price, discounts, phone number, email, website, Facebook, Twitter, I guarantee that you will lose their interest. You know how people take eight seconds for a first impression? With an ad, you have less than 2 seconds to leave an impression. So get down to business and entice them to like what you’re about, pick up the phone, visit your website, or clip your coupon.

If you want to ensure a successful advertising campaign, the first step is to ditch the graphic designers. Marketing strategists and experienced advertisers are a better investment for future success.


Henry Isaacs logoJewish Marketing & Communications

P. 646.833.8604  |  E. Info@Henry-Isaacs.com  | www.Henry-Isaacs.com
Marketing | Social Media | Public Relations | Event Planning | Brand Consulting

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Jewish Event Planning 101 – High Style Events Tips article from In Fashion Magazine

Jewish Event Planning 101 – High Style Events Tips article from In Fashion Magazine

High Style Events article - In FashionOur High Style Events division had our High Styled Tips article published in the premier Jewish magazine for the affluent Jewish household, In Fashion Magazine (www.infashionft.com). We’ve included the entire tips in our blog but if you can pick up the magazine, that’s even better! We look forward to placing our stamp of High Style on your event!

——

High Style Events Article

| In Fashion Magazine |

When it comes to special events, we love to High Style them. We believe your event is one of a kind and should reflect that uniqueness every step of the way, from concept to completion. So we’re sharing some of our favorite High Styled ideas that we’ve
innovated and come across that can really turn your event into an extraordinary
celebration:

Go Stylish on Your Placecards

Make a first and lasting an impression with customized placecards. We know of a wedding where the placecards were tiny customized Tiffany boxes for
each attendee – if you receive a Tiffany’s box as your placecard, you KNOW
uniqueness – for non-profit gala dinners, try a hinting yet playful money
clip placecard holder. For corporate or trade show events, we love a
customized MingleStick (check it out on our Facebook page, High Style
Events). For social events, a tiny picture frame with the attendee’s pictures is a glorious, welcoming, and personal touch.

Tailor Your Man
Women go to far lengths to tailor their dresses and outfits for a special
event. Three to five dress fittings for a wedding gown, mother of the
bride, or Bat Mitvah dress is standard procedure. But nothing is more asymmetrical than a elegantly dressed woman and blandly dressed man. Take  the time to ensure your husband, son, or fiancé dresses PERFECTLY. For
your man, remember: the suit could be the most expensive suit or tuxedo in
all of New York but if it doesn’t fit well on him, you’re wasting your
money. Buying an affordable fitted suit from Zara or Calving Klein is step one and tailoring it even more perfectly is step two. Plus, don’t solely
rely on the tailors at department stores like Lord & Taylor or Saks with promises of free tailoring with a suit purchase – take your suit to a trusted tailor that you know can make it perfect. Same with tuxedos – get your tailor to look at it and see it on you before you buy or rent. Add even more High Style – if you’re getting a custom-made dress designed, ask your tailor to use the extra fabric swatches and design a matching tie or pocket square, even for a cummerbund, for your special man. Nothings says stylish more than two well-dressed (and matching!) people.

Ditch the Keyboard. Go for a DJ.
For smaller events where orchestra’s just don’t make sense, party like
it’s 2011. Ditch the one man band and singer/keyboardist and go for the
     DJ. DJ’s have numerous musical styles available to them at the push of a
button – Sephardic, Fusion, Rock, Dance, etc – and are in the same price
range as a keyboardist anyway. The difference – DJ’s up the “cool factor”
by a thousand percent and dictate the party mode of the event much better.
No disrespect to keyboardists (keyboards went out of style back in the
1990’s along with SmashMouth and Genesis) but I haven’t heard anyone come
to an event and say “Wow, you have a keyboardist!”; they say “Wow, you got
a DJ!” And at your event, we know you want to have that “WOW Factor”.

High Style Tip of the Month – The Wedding Interior Designer

Go the extra mile and hire an
     interior designer to oversee your entire venue and recommend stylish
     elements. For people getting married in special venues (catering halls,
country club, etc), the venue is pre-designed for elegance so all you need
to add is your extra bit of style to accentuate the venue’s elegance.
However, for those getting married in Synagogues or other locations
designed for usefulness, placing just flowers throughout simply won’t High
Style your event to reflect your uniqueness. So we recommend going the
extra mile and hiring an interior designer to see what stylish elements
can be added to really make your event extremely stylish. Some floral
decorators offer this service but, as you’ll see in the next tip,
specialized means customized (and you won’t necessarily pay more at all).

Specialized means Customized
We’ve met so many vendors who tack on different tasks in order to offer
more than what they normally do. For example: Florists & Caterers.
Caterers & Event Planners. Musicians & Photography. Photography
& Carpet Cleaning. Chuppah Designers & Coffin Designers (don’t
hire these guys!). Basically, they add more services in order to increase
revenue but remember – the more un-specialized, the less you can
customize. If they don’t specialize in one task, they can’t excel in the
     one task you really want them to do. Caterers should focus on amazing
food, not  Find specialists and you can tell them EXACTLY what you
would like so they can customize the event to you and EXCEL in it. Don’t
you deserve customized service at your special event? We know you do.

With these tips, now you can start putting a stamp of High Style on your special event!

Olivia Bondarsky is the highly experienced Lead Event Planner at High Style
Events, a team of Jewish event planners specializing in the Jewish event. Like
Us on Facebook (www.facebook.com/highstyleevents) and be automatically entered for a chance to win a $150 Gift Card to Glatt A La Carte. Our treat! Call us at 347.433.4276 or 201.357.2622 or Visit us at www.HighStyleEvents.com for more information and “High Style” Tips!

High Style Events | Stylish Events Planners for the Jewish Event

P. 201.357.2622  |  E. Events@HighStyleEvents.com  | http://www.HighStyleEvents.com
Weddings | Bar/Bat Mitzvah | Social Events | Non-Profit | Corporate

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Jewish PR 101 – Create A “Soap Opera” About Your Mission

Jewish PR 101 – Create A “Soap Opera” About Your Mission

Jewish Non-Profit Public RelationsWhen it comes to public relations, you need to do more than simply write a heading, a couple paragraphs, and click the send button. You need to create a soap opera about your brand.

Soap opera’s are one of the most unique and captivating shows on television and there’s a reason why they are some of the longest running TV shows in the world (Telenovela’s, anyone?) People tune in every day to find out more and more about their favorite characters and the drama they encounter, and are despondent when they miss a show or tune in five minutes late! And soap opera’s don’t disappoint either – the writers constantly keep the shows relevant and captivating day after day while still maintaining a fresh storyline that new audiences can get into without having to see back episodes. Truly a remarkable force to watch, literally.

And that’s what is GREAT PR. Having a story line and mission that captivates your core and target audience day after day, inviting them to get involved instantly and be a part of the soap opera. Let’s lead by example:

  • Don’t just invite people to your organizational dinner – start a “Countdown to The Dinner” with Behind The Scenes video, meetings, and dinner ideas floated out in social media that invites your audience to get excited for the big day.
  • Your product is going Kosher? We’d love to see your ads, your PR, and your events surrounding why and when you’re going Kosher! Let the Jewish audience give our feedback, wishes, hopes, and ideas for your launch.
  • Is your school looking to freshen up it’s image and increase admissions? Start a “Teen Soap Opera” complete with band video’s, e-High School Newspapers, and mock campaigns for Student Government that parents, students, and alumni can participate in (and fund!)

Or you could do always do. Type up a press release. Hit send.

Unlike other PR professionals, we worked with writers. We know what grabs their attention and we also know what makes them toss a press release into the garbage. And we also understand the nuances of being raised in “Old School PR” and living in the “New School PR” (Check out our post on what we mean here). So targeting the best contacts and maintaining follow through is of the utmost importance, yet if you’ve created a soap opera, they are already FOLLOWING YOU. And with social media, it’s even easier to get started.

Create a “Soap Opera“. Get a following.

Henry Isaacs | Jewish Marketing & Communications Consultants

P. 201.357.2622  |  E. Info@Henry-Isaacs.com  | www.Henry-Isaacs.com
Marketing | Social Media | Public Relations | Event Planning | Brand Consulting

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Jewish Event Planning 101 – Why You Should Outsource Your Event Planning

Jewish Event Planning 101 – Why You Should Outsource Your Event Planning

Here’s an overview of the benefits of outsourcing your event planning to the experts. We know that outsourcing sounds evil and un-American, but that’s not what outsourcing entirely means.

Outsourcing is very misunderstood.

Some interpret outsourcing as costing American’s jobs by sending them overseas. Others consider outsourcing as a cheap way to get things done. In reality, outsourcing is simply defined as creating efficiencies in the workplace by letting outside specialists handle tasks within their field of expertise. Outsourcing itself is nothing new. Firms have long hired outside vendors to handle marketing, advertising, public relations, media buying, event planning, web design, printing, and many other services that are deemed by companies as “necessary functions best left to experts”.

Outsourcing creates an efficient team of expert planners.

That’s what outsourcing your event planning does: creates an efficient team of expert event planners or your events, removing workplace inefficiencies such as time, expense, and uncertainty of creating, planning, maintaining relationships, and coordinating events.

Benefits of Outsourcing Your Event Planning

 

  • Experts in Event Planning…

Every firm aims to hire the best employees with the most expertise. Unfortunately, when it comes to event planning, that doesn’t always happen. Most firms rely on interns, temps, inexperienced employees in different departments, or part-time receptionists to plan their events. That method of operating is similar to sending a novice to close an important sales deal. From a time management point of view, researching and qualifying catering, venues, entertainment, and other event services are time-consuming and ancillary tasks that cut into a person’s everyday workload. As a result, the  “non event planning” employee may settle for a simple solution and a simple event just to get the task out of the way. That leaves your firm with a mediocre event with potentially low attendance, unqualified attendee’s, and ineffective results

  • … Create Memorable & Successful Events.

Effective and efficient firms send their best to close the deal, and for your events, with dozens or hundreds of prospective clients and deals possible, why use a under qualified team to create a mediocre event? Organizations need to have memorable, outstanding, and inspiring events for their current and prospective donors to attend and those donors need to see that the organization has efficient leadership and that their dollars are being  put to good use. Mediocre events don’t create valuable memories of the product or service; bland fundraising events don’t inspire confidence in the organization. By outsourcing to expert event planners, your firm has access to an expanded talent pool with innovative ideas and fresh perspectives all at greater cost savings. Event planning experts make sure the events they plan are outstanding, memorable, and inspiring. And if you’re looking to make an impact and leave attendee’s wanting more, your firm should defer to the experts.

  • Saves costs (making your dollars go further).

Saving money while trying to make your dollars go further is a task on every firm’s mind. In tough economies, firms need to do more with less. Budgets for marketing, event planning, and public relations can be very tight, especially during a slow economic recovery. Yet smart companies and organizations understand that when times are tough, marketing, PR and event planning are more important than ever and extremely vital to their growth and mission. By outsourcing those tasks, your firm is able to work within your budgetary framework, reduces overhead and operating costs (such as office space and employee benefits), and increases worker efficiency by allowing them to focus on more important and concentrated tasks.

  • Greater employee efficiency. Less “filler work”.

When not planning events, employers have a tendency to fill event planners daily workload with “filler work”. Faxing, copying, answering phones, monitoring your social media, etc … Honestly, these are tasks that can be done by an hourly intern instead of a salaried employee with benefits. Not only is “filler work” tedious, belaboring, and uninspiring for event planners, your company risks creating negative workplace morale and diluted employee job satisfaction. Which means that before long, you’re event planners could bail for more growth-oriented positions. If an event planner was hired to plan events, then that employee wants to do just that and play to his strengths and core competencies. If your firm isn’t having enough events to justify a full time event planner or filling an event planners time with “filler work”, its time to consider outsourcing your event planning tasks.

  • Negotiate better pricing through strong relationships.

A major detail in the event planning process is obtaining the best selection of services at the best price. Within organizations and businesses, management that constantly shops for a “best-price” deal in their event planning is usually unable to capitalize on the capabilities or selection that knowledgeable event planners can offer. As time goes on, firms sense of urgency in their event planning could mean closing on the first available vendor, not utilizing the advantages of negotiating pricing and services. Experienced event planners have extensive vendor databases, established relationships, and a distinct advantage in obtaining the best service at the best price.

Work with experts. Save money.

Increase efficiency. Obtain better pricing.

Outsourcing is starting to make a lot of sense.

Henry Isaacs

www.Henry-Isaacs.com