You’d better start thinking like an industrial marketer
Let’s face it, the days of having a physician buy your product just because he likes it are over. Gone are the days of waiting in the lobby to “bump into” your physician for a few minutes of face time, or inviting key department heads to a sumptuous “lunch and learn”. Welcome to a new world: the world of “Med-dustrial” manufacturing.
If you look at patient care as the product, and the hospitals that provide that care as the factories, it’s easy to understand how such long practiced production disciplines as supply chain economics, sourcing, lean enterprise, Kanban, ROI analysis, GPOs and VAC’s have all crept into the collective hospital purchasing vocabulary.… Read More
With the evolution of technology, we now have a plethora of desktops, tablets, and smartphones that come in a variety of operating systems and sizes. That complexity will only continue to grow.
Responsive web design is a programming technique which allows optimal display of a website on all of these devices while improving mobile SEO.
Importance of a Single URL
You may ask why a single URL matters. Well, if your site is not configured properly with rel=”alternate” and rel=”canonical” tags or has faulty redirects or smartphone-only errors, your site will be penalized in Google’s search results.… Read More
Think total cost of ownership.
A few years ago, our team was working for a supply chain management company that specialized in delivering fasteners and related components to their industrial clients. During a brainstorming session, my witty creative director came up with a unique tagline for a new direct mail campaign:
“If you’re not thinking total cost of ownership…you’re just getting screws.”
Needless to say, that copy never made it to our final presentation, but the truth and humor in those words always stuck with me.… Read More
Tired of your website looking so small on your smart phone? Or having to resize the window just to see the navigation tabs – and then not being able to tap or “click” them without two fingers? Then your site needs responsive design.
Responsive design is a programming approach that enables any website to automatically adapt and respond to its specific environment.
In today’s busy world, people are viewing their content – and your website – on the go. That means you need to strategically format your design to fit multiple platforms… from desktops and laptops, to tablets and smart phones.… Read More
If your ad is small, and you need to incorporate a QR code, well that probably sounds simple enough. That is until you find out the QR code is so dense, you have to enlarge it for scanning on a smartphone. There goes your gorgeously designed ad and your QR code is suddenly more dominant than your headline.
The solution is to shorten your URL so you can reduce the QR code to its minimum size. Here’s how:
- 1. Go to www.goo.gl and shorten your lengthy URL.
… Read More
One of the many benefits of working in this business is that we are afforded a front row seat into our clients’ sales and marketing worlds. While we don’t follow them like man’s best friend waiting for dinner, we do get a good look at:
- Their company-to-company and person-to-person sales processes
- How they bring new products and services to market, and to individual customers
- The range of mostly similar strategies and tactics they use to promote and sell
- How sales people react to quotas and the pressures associated with meeting them – or not
- How sales and product management generally work more closely than other departments
- How sales and marketing departments rarely respect each other – and think the other “works” for them
It sounds obvious that if any two departments should work together, it would be sales and marketing.… Read More
Color trends change seasonally, but there are core color values that evoke
emotions and impulses in our brains that give us a certain feeling about the product or company that they are associated with.
Before selecting a color for your business, you must first decide what feeling you want to evoke from your target audience. Below is a quick reference guide to how color effects the viewer:
… Read More
Many of our clients host Portable Document Files (PDFs) on their websites. The display of these PDFs within the web browser itself yields inconsistent results.
For example, when viewing a PDF in Firefox, I am greeted with a message that “This PDF might not be displaying correctly” and an option to “Open With a Different Viewer”.
When viewing a PDF in Google Chrome, which uses a native PDF viewer, generally, there aren’t any issues, but I did notice that ligatures aren’t displayed properly.… Read More
When it comes to marketing, those who can’t, should not teach.
So when we set out to refresh and evolve the SFA website, we followed our own advice and utilized the same fundamental processes that we recommend and employ with all of our clients. You would think that because we have designed and developed 50+ consumer, B2B and corporate websites over the years that we should have a trick or two up our sleeve for leapfrogging a few steps, for making the process faster and more efficient than what we use with our clients.… Read More
There is nothing more exciting (at least for me) than having the opportunity to design a logo. It is exciting because it is in your hands to make a logo memorable. You just have to make sure you follow a process to get there. Here is the process I usually follow:
Design Brief: Before you start the design process you should have an understanding of what the client is looking for. After all, the end result has to meet the needs of the client.… Read More