Memorable Relevant Advertising
LeDonne Creative Designs Logo for Caitlin Frew Interior Designer
LeDonne Creative designs this logo for Caitlin Frew Interior Design. The approach was to give it a very artistic look and feel and make it unique to her personality. The final product was her signature with bold colors that would make it stand out.
More Information:
If you would like learn more about logo design services from LeDonne Creative call 412.853.4932 or email.
Some believe that the beginning of a great marketing campaign begins with the design. Some think it is great strategy. Others think it is a great offer. I believe that all of these can be part of a truly successful marketing campaign. But one thing that I know for sure, without measurable goals and a testing plan, all these beliefs will just be good guesses.
Why should I Test My Marketing Campaigns?
The primary reason for testing is to determine the effectiveness of a campaign. I have seen many great campaigns in my time, some inexpensive, and some with a healthy sticker price. The one thing most of these campaigns had in common was the lack of testing and the inability to determine the ROI. The more you understand what your target audience is responding to, and acting on, the better you will be in developing effective campaigns - This does not mean that once you test a few campaigns you understand the target and you no longer need to test. You will always need to test. There are many variables that can change what your target audience will react to. So, testing on a consistent basis will help you better predict and develop campaigns that will yield greater results.
How do I test my Marketing Campaigns?
There are many ways to test your marketing campaign from focus groups, keyword word based adds to unique URL’s and 800 numbers. During the development of the strategy and “The Goal of the Marketing Campaign” this should be determined.
Example: You are running a banner campaign. The campaign will consist of multiple banner designs, on multiple sites, in multiple sections of each site. You could tag each banner with a unique ID and measure the click performance all the way through to the goal.
What Type of Marketing Campaigns Should I Test?
You should test every campaign and if you have a goal oriented website, you should test that on an ongoing basis. With the current tools and technologies you can test just about every type of traditional or non- traditional marketing campaign. The following is a list of the types of campaigns you can test; this is not a complete list.
List of Campaign Types:
Anything can be tested, and everything should be tested, to make sure that it is being effective and producing results.
Learn More
If you would like learn more about Testing Marketing Campaigns or Testing Services from LeDonne Creative call 412.853.4932 or email info@ledonnecreative.com.
Who is the Pittsburgh Internet Marketing & SEO Group?
We are an assembly of individuals throughout the Pittsburgh area web marketing, web analytics and web design community. We explore all aspects of online marketing from; web design, SEO, SEM to social media, emerging web marketing trends, internet tracking and measurement through presentations, discussions and guest speakers. The Pittsburgh Internet Marketing & SEO Group meets on a monthly basis to discuss personal tactics, popular techniques, best practices, industry standards and emerging trends to achieve the greatest ROI.
What is the Purpose of this Group?
Our purpose is to create awareness and understanding of SEO and Internet Marketing best practices to Pittsburgh area, agencies, individuals and businesses. This group is also an opportunity for people to share, discuss and develop online marketing best practices, strategies and solutions. The group will also serve as a great networking environment and resource.
Who is this Group Good For?
Web designers and developers, SEO/SEM professionals, businesses that are in need of internet marketing guidance, agencies that need training and students that want to gain information and experience in the field of internet marketing and other related fields such as; web design, information architecture, usability, content development, internet marketing and the latest techniques and trends.
How Can I Join the Group?
We organize and manage the group through Meetup.com and the group is free to join. To join: go to Pittsburgh Internet Marketing & SEO Group. We look forward to meeting you at our next scheduled event.
More Information:
If you would like learn more about Pittsburgh SEO & Internet Marketing Group or would like to be a guest speaker at one of our events, contact John LeDonne at 412.853.4932.
If you would like learn more about Web Marketing and SEO services from LeDonne Creative call 412.853.4932 or email.
There is a common mistake, that I see more often then not, when it comes to website redesign. This mistake is redesigning a website without ever requesting and/or running and reviewing web analytics. Web analytics is the pulse and lifeline of a website and to make any changes to a site without understanding this data is a major mistake.
What Will Web Analytics Tell Me?
Web analytics will tell you many things about a site prior to a redesign, from site traffic to page popularity. There really is an enormous amount of data that is collected, so you should consult or hire a professional to analyze the data. However, there are a few pieces of data that you really need to focus on and they are; keyword rankings, back linking, traffic sources, and the type of actions that users are making on your site. I have worked with many agencies that have taken on a client and have made drastic changes to that client’s website without analyzing or understanding a single piece of current performance data. This has caused major damage to the client’s Online Footprint, and as a result, has also damaged the client’s bottom line.
What Web Analytics Program Should I Use?
There are some good, and really expensive solutions on the market, like; Omniture, ClickTracks, Web Trends and Urchin. There are also some really good free solutions like; Google Analytics – need I say more?. It is important to understand the business function of the website before you make any decision regarding changes. If there aren’t any analytics running on the site (most hosting solutions have some sort of analytics, unless you are running your own server), I would suggest running Google Analytics to start collecting data. This way, if you are planning a redesign or any changes to the site, you have the data you need to make an informed decision.
If you would like learn more about our Web Marketing and Web Analytic services, please contact LeDonne Creative at 412.853.4932.
Memorable Relevant Advertising is the theory of emotionally connecting marketing campaigns with the lives of the target audience or audiences.
Fundamentals of Memorable Relevant Advertising
Let’s break down the fundamentals of Memorable Relevant Advertising beginning with Memorable. When you make a marketing campaign memorable, it stays on the top of the target audiences mind longer then all the other images and messages that they encounter throughout the course of the day. When you make a marketing campaign relevant, it connects the product or service to the lives of the target audience on some sort of emotional level.
Create a Memorable Marketing Campaign
The best way to create a memorable marketing campaign is to develop a tangible or non tangible unforgettable image and connect on an emotional level through either humor or a heartfelt connection. I can remember campaigns like the Budweiser “Wazzup” that really made me laugh out loud or Ikea, which made the connection between product and family and touched the heart. Memorable is such an important part of a brand’s marketing success and it is a part that is more often then not overlooked or not really understood.
Make the Brain Remember
The brain is like a hard drive and stores information much the same way and blocks similar information together. When the brain encounters information that is new, it blocks that information alone which stands out without similarities to other information. If you are walking down the street and see everyone walking you would probably not pay much attention and that situation would really not stand out in your mind for any period of time. Now, in that same situation, you encounter a guy running down the street in an ostrich costume. You would probably remember that situation for sometime and it would be fresh in your mind because this is new information that your brain has not processed before. And, on an emotional level, you may have laughed; that is a great reason to remember this encounter.
The Effects of Memorable
A memorable experience like this in marketing has many more positive reactions then just remembering the situation. It carries word of mouth and social ramifications. The individual that has just seen this situation will most likely tell multiple friends and family about the encounter; in person, through text, with a phone call or on a blog. Hopefully the individual was quick with the camera phone and captured a video to share with the world – imagine if your agency created a marketing campaign that would spark this sort of attention.
Make the Marketing Campaign Relevant
The relevancy of a good marketing campaign is an enormous factor in its success. This is where research comes into play. It is our job as marketers to understand the relevancy of a product or service to the target audiences lives. Is a roofing hammer just a roofing hammer to a roofer? Is a pair of AE jeans just a pair of jeans? The answer is no. There is a relevant connection that can be made. And, if we do our homework, we can make a relevant and emotional connection that will resonate with the target audience.
How to Find a Relevant Connection
To find the relevant connection you have to find the common thread between the products emotional bond with the target audience. For instance; are jeans just a pair of pants that we wear or part of our image that makes us feel good, sexy or rugged? If you can tap into the consumer’s emotional appeal to the product, you will have a winner. All products and service have some sort of relevant emotional tie in no matter how minute it may seem; software makes our lives easier. Facebook.com helps some of us reconnect with old friends. The smell of a candle helps us relax. These are some common threads that once you identify them, you explore the relevancy further till you develop a campaign that becomes relevant to the targets life.
Develop a Memorable Relevant Campaign
Now that you understand the theory Memorable Relevant Advertising, you should easily be able to develop a great campaign that stays in the minds and the hearts of the target audience. And by developing a great Memorable Relevant marketing campaign, you will build brand loyalty among the core target audience.
If you would like to learn more about Memorable Relevant Advertising services from LeDonne Creative you can call 412.853.4932.
I worked with the West Homestead council to develop a website that would meet their many needs. After a few meetings with the council we decided that what was needed was a website that served a utilitarian purpose more then just a brochure site. They needed the site to work with and communicate to multiple audiences, from council members to residential prospects. The council also needed the site to be developed in a timely manner and on a cost effective budget. First step was identifying the core target audiences and what their long term and short term needs were or Goals. Second step was developing a sitemap and identifying the content needs for each audience. Third was the design and development of the site and all the normal logistics that go into this type of project. The product that was delivered (www.westhomesteadpa.com) was a robust, expandable CMS site that met the immediate needs of the core target audiences and was built to grow with the council’s future needs and marketing programs. Google Analytics was also implemented for tracking and measurement of critical site data and marketing campaigns.
If you are interested in Website services from LeDonne Creative you can call 412.853.4932.
I designed this logo for West Homestead PA. I wanted to give West Homestead a fun uplifting logo design that incorporated a green element. There is a hidden element in the logo; you look at the branches, you will see a W and an H. I also developed a tag line for West Homestead to tie in with the logo and help establish the borough as a historic but progressive community: ROOTED IN HISTORY - GROWING WITH THE FUTURE.
If you are interested in identity services from LeDonne Creative you can call 412.853.4932.
Tips and Tricks for Becoming a Great Designer
I’ve been an advertising designer for over 17 years in the biggest and best advertising agencies in Pittsburgh – I even ran my own Pittsburgh advertising agency. I must confess that through all my years in the advertising field, design is something that has never been easy for me. Being able to always stay on top of my game, constantly produce creative ideas and execute the design, takes as much discipline and training as becoming a Jedi. It takes years of practice through trial and error to develop design skills and there are tricks that every Jedi designer should know.
Jedi Designer Mind Tricks and Best Practices:
Surround yourself with other great design Jedi and find yourself a master Jedi to guide you through the force. This is one of the best design Jedi practices. Being around other designers helps you learn and grow. You can learn tips and tricks from experienced designers. You can get feed back on your designs from other trained eyes. If you are lucky you will also get to work with great art directors and creative directors. This is not always an easy thing, but trust me if you are willing to learn, working with experienced and successful design professionals will help you be the best.
Creative Brief Is Your Own Personal Yoda
Always, always, always (when it is possible) work from a creative brief. A creative brief is like having your own personal Yoda to help you with all his infinite wisdom. All the answers to your creative ideas and executions will be in the creative brief if it is developed correctly. My best work has always been developed when I had a great creative brief.
Summon Your Creative Yin-Yang
Learn how to summon your creative yin-yang at any moment. Unfortunately, we do not always get to choose when and where we need to be creative. So we have to train ourselves to call on the creative force at any moment. During my creative training, I have learned that asking questions, no matter how stupid they may be, helped me. Being creative in the advertising field is not just about making pretty pictures, but about solving problems with design. So, ask the questions that you need to know to design a great marketing solution.
Weaponry Of A Design Jedi
Design Jedi weaponry will not be in the form of a deadly light saber, (to bad, cause it would come in handy on account executives – kidding, lol. We love AE’s!!!) but will be in the form of a deadly Mac or PC. And no, this is not the splitting of the forces - Mac’s and PC’s will always be on the side of the good force. Both the Mac and the PC are 100% capable of doing a great job of winning design battles. Either of these platforms allows you the power and programs you need to be the best.
Design Jedi Environment
Creating your design Jedi environment is all in the way you think creative. Your environment needs to have elements in it that make you feel and think creative. I have found that I respond well to inspirational quotes, great design books, fun toys and objects, a fan and scented candles. You have to create your space and most likely you will be in a cube or small space, so you have to be creative.
How To Inspire A Design Jedi
Inspiration for the design Jedi comes in a lot of different varieties. Some of us design Jedi get inspired from nature and others from the roar of a big city. I have found inspiration comes to me in a lot of ways. I find inspiration in music, nature, movies and especially in books. Also, be prepared to write inspired ideas so you don’t forget - Inspired ideas will hit you at any moment and when they do, write them down.
Design Jedi Fun
For some fun I have found a link to a Jedi Name Generator. Go claim your name and wear it proud.
I hope this article helps you in your journey to become a great design Jedi. If you are not a design Jedi and would like to employee the services of LeDonne Creative give us a call 412.853.4932.
Keyword, Keyword, Keyword is the new Location, Location, Location.
Traditional business success in many cases could be predicted by the location of the business. Is the business in a heavily trafficked area and is the traffic in the area a match for the business. Hopefully the business owner did his or her research and landed the business in an area that is trafficked heavily by the core target audience. Hopefully the business owner did not just stop at that piece of research and did further investigation to find out what the target audience’s life is about and how to use this information to turn the traffic in the business location, into business traffic.
Now, this same theory of location, location, location is the same for having your business or service online. The location is not determined by a street in a city that is heavily trafficked, but by a keyword or keyphrase that is heavily trafficked (in this case heavily searched) by online audiences in search engines. Finding the right keywords and keyphrases is not that difficult. If you are running a PPC campaign, there maybe keywords that fit your business that are as expensive as rental fees on Park Avenue. But, just like Park Avenue real-estate, popular keywords, if you can afford them, brings you the traffic that converts to sales and leads you might want to invest in.
What if you can not get your business on Park Avenue? Could you get your business location close to Park Avenue and get some of the indirect traffic? In the traditional business model this would be an expensive gamble, but online you could test alternative locations (keywords or keyphrases) without breaking the bank. You should also have more then one keyword or keyphrase; this is the equivalent of having your store in multiple locations. Here’s how it works. Say you had an advertising agency in Pittsburgh. The keyword “advertising agency” is like renting real-estate on Park Avenue – could be very, very expensive. You need to look for alternative keyword locations like pittsburgh marketing agency or creative agency pittsburgh This is where the online real estate market is more flexible, forgiving and affordable. You can look for alternative keywords and keyphrase that are in close proximity to the real-estate (keyword) that your target audience searches for to get to your online location.
If you would like to know more about keyword real estate and how to position your company, product or service online, contact LeDonne Creative.
Search Engine Marketing resources are everywhere and it is sometimes impossible to take the time to figure out what ones are the ones to use, so I have compiled a list of the tools and resources that I have personally used and like. This list is made up of names and explanations of my favorites:If you have any suggestions to any other tools and resources let me know so I can add it to this list.
SEO Chat is a great resource for Search Engine Optimization news, techniques and tools.
www.seochat.com
Google Analytics makes it easy to improve your results online. Write better ads, strengthen your marketing initiatives, and create higher-converting websites. Google Analytics is free to all advertisers, publishers, and site owners.
Google Analytics
Google’s webmaster tools provide you with a free and easy way to make your site more Google-friendly.
Google Webmaster Tools
Wordtracker helps website owners and search engine marketers identify keywords and phrases that are relevant to their or their client’s business and most likely to be used as queries by search engine visitors.
Marketers can also determine how many competing sites are using those keywords and can identify the phrases that have the greatest traffic potential.
WebPosition 4 is an end-to-end solution to manage the entire SEO process. WebPosition 4 helps customers optimize a web site’s relevancy, visibility and overall performance with search engines, by enabling businesses to understand how their sites perform for various organic and paid keywords and what they can do to achieve higher search positions on each of the major search engines.
In 1998, Jeffrey co-founded and from 1999 to 2002 he directed The Web Standards Project, a grassroots coalition that helped bring standards to our browsers. Once browser makers got with the program, Jeffrey and his cohorts persuaded designers and developers to change the way they created websites an effort to which A List Apart also greatly contributed.
www.zeldman.com
Search Engine Optimization Journal is an SEO Blog that discusses Search Engine Marketing, Search Engine Ranking and Positioning for the new and advanced reader.
www.searchengineoptimizationjournal.com
The ClickZ Network is the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and reference in the world, online or off-. From search to e-mail, technology to trends, our coverage is expert, exclusive, and in-depth.
www.clickz.com
Matt Cutts is one of Google’s SEO gurus, and often acts as a liaison between the SEO community and Google.
Matt Cutts’ Blog
Webware.com is the site where computer users can learn about new and useful Web applications.
www.webware.com
The latest news, tips and resources straight from the Google Analytics team.
analytics.blogspot.com
Sprout is the quick and easy way for anyone to build, publish, and manage widgets, mini-sites, mashups, banners and more. Any size, any number of pages. Include video, audio, images and newsfeeds and choose from dozens of pre-built components and web services.
http://sproutbuilder.com/
