Connect with us

Business Marketing

LL Bean just stole the show with their invisible ink ad in the NYT

(BUSINESS MARKETING) LL Bean has created a sensational ad campaign with print ads using invisible ink.

Published

on

Light let’s you see

While LL Bean, the makers of those duck boots that are perpetually on backorder, is an American brand institution, you may not be as familiar with its marketing campaigns. Portland’s The Via Agency is looking to change that.

bar
The agency recently scored a victory for their client by publishing an eye-catching newspaper ad in The New York Times. Upon first inspection, only a few words are visible, such as “Just bring this outside” or “No. Seriously, take this outside.” When you oblige the message and hold the ad up to the sun, the rest of the message reveals itself, which calls the reader to embrace the beauty, accessibility and camaraderie you can only find in the great outdoors.

Hidden Brand Messages

While the great outdoors is one of the most universally shared resources amongst human beings, we increasingly live our lives surrounded by walls and engrossed by screens. Because of that, there’s now a certain contrarianism to engaging with life outside of a box. By tapping into the tagline “Be An Outsider,” LL Bean sticks by its brand image while subtly infusing a sense of exclusivity and cool into their essence.

That’s not an easy feat when you sell lots of functional equipment and clothing.

The ad also establishes some brand goodwill through a focus on a cause over a product. There is no mention of LL Bean products anywhere in the ad; it serves as a simple call to get people to go outside. The tactic is a familiar one; REI built their entire Opt Out campaign around it. It is also effective at grabbing attention and making the end reader feel good about it.

Free Press is Good Press

The ad is also effective due to the earned media from its innovative approach; in addition to this write-up, the ad also went viral on social media. When AdAge wrote a feature about the ad, that article was their most popular story on the day it was published.

That conversation starts with the printing process.

Via reportedly contracted a company called Chromatic Technologies Inc. in Colorado to produce the inserts, which were not actually printed on New York Times newsprint. For reference, this is the same company that prints the Coors Light bottles and cans with the “cold as the Rockies” destination.

Sky’s the limit

This unique creation process, combined with the stand out messaging, help the ad earn that extra exposure within the ad industry. All those extra impressions certainly don’t hurt the ad’s reach numbers!

All in all, creative methodology is still a great way to get extra brand attention, so long as you have a well-crafted message behind it.

#InvisibleInkForAdults

Born in Boston and raised in California, Connor arrived in Texas for college and was (lovingly) ensnared by southern hospitality and copious helpings of queso. As an SEO professional, he lives and breathes online marketing and its impact on businesses. His loves include disc-related sports, a pint of a top-notch craft beer, historical non-fiction novels, and Austin's live music scene.

Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

Published

on

clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

Continue Reading

Business Marketing

Simple logo creation tools perfect for any freelancer

(MARKETING) You already know that even if you’re a solo writer, or lone developer, you need a brand in today’s online world. If you’re on a budget, check out these logo creation tools!

Published

on

logo creation

Freelancing is a major part of the landscape nowadays. In that capacity, you’re running your own one-person business. As such, you need to brand that business. You know that, but let’s discuss the actionables.

I don’t know about you, but when I hear the word “branding”, I immediately envision logos (which is super convenient because it brings me to my next point). You should absolutely have a logo as a freelancer, even if it’s simply just your name in a rad – but professional – font.

This will be useful on your website, social media, on invoices and beyond. You can even pop that bad boy into your email signature!

Ideally, you should hire a graphic designer that knows what they’re doing – you’ll get the best results. But if your budget is zero dollars, don’t you dare ask a professional for free work.

Instead, if you want to develop a logo for your personal freelancing brand on the cheap, check out five of our favorites below and see what works for you. The best part? These all have some free components.

  1. Picfont: Let me start with personal experience. My freelance logo (which is the cover photo of my Twitter), is literally just my name in a script-like font, and was made using Picfont. You can upload a blank background (or pick from fun royalty-free backgrounds) and choose from a variety of font options. Pick what you like, shape it out, download, and use. Easy
  2. Looka (formerly Logojoy) is also a great, easy-to-use online logo maker. You simply type in your company name/your name and go through a process of selecting colors and styles that you like. Looka then generates a selection of logos based on your choices. For an example, I created the logo for The Tidbit using Looka.
  3. Online Logo Maker: a wonderfully self-explanatory name. This logo maker is almost like a combination of Picfont and Logojoy. You can play around with different fonts, colors, and symbols to make a logo that fits you. This option also features high-quality Vector files.
  4. Canva is a great option because you can design a multitude of material (including flyers, presentations, graphs, etc.) If you’re planning to build a full-on portfolio with supplemental materials in addition to a logo, Canva may be your best bet as you can design everything to have a similar look – which is incredibly important for branding.
  5. DesignEvo: Their website describes it best, “DesignEvo is a free online logo maker with 8,000+ templates that anyone can use to bring to life a compelling, unique logo in minutes.” They have a drag and drop interface and hundreds of fonts.

Take some time to test drive these sites, play around with different logo types, and see which one gels best with you and your freelancing-self. Happy branding!

Continue Reading

Business Marketing

How to use offline marketing to your advantage in a digital world

(BUSINESS) We often become obsessed with new marketing strategies, favoring the internet over some traditional methods that continue to drive traffic timelessly.

Published

on

offline marketing open sign for small business

Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.

When used together, these strategies can produce significant returns.

“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”

How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.

1. Yard signs

When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.

The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.

2. Billboards

The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.

With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”

3. Promotional giveaways

It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.

Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)

4. Local event sponsorships

One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.

Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.

Offline marketing is anything but dead.

If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!