It’s easy to get caught up in the latest trends and newest ideas, especially when it comes to marketing. After all, there are so many new tools and techniques to try. The noise of it all can be deafening. Here at TIV we believe in keeping a foundation of traditional marketing tools upon which we can layer and test all these fun new tools.
But what do we mean by traditional? When we talk to our clients about traditional marketing tools we are typically referring to things like sales and demo kits, brochures, point of sale materials, tradeshow materials and booths, print advertising, out of home advertising and even radio and television advertising. And just because we call them “traditional” doesn’t mean that we don’t employ innovation when designing these tools (where it makes sense). For example, electronic sales kits that can be printed as needed, out of home campaigns that tie back to social media campaigns, or tradeshow booths that are modular.
While we truly enjoy exploring all the new marketing tools that seem to pop up every week, we are also committed to evaluating every tool in the toolbox to find the best fit for each individual client. As is the case in all our projects, this decision making starts with a strong discover phase and well defined strategies including the target market or markets.
Here are a couple examples of our use of more traditional marketing tools.
Case Study: Crystal Creamery
A part of Northern California since 1901, Crystal Creamery supplies a full line of delicious, local dairy products. A client of ours for more than 8 years, we have supported their business with a wide variety of traditional marketing tools including such things as product spec sheets, sales sheets for existing and all new products, in-store point of sale, tradeshow booths and support, plus a huge variety of brochures.
We have also had the opportunity to design and execute several out of home campaigns over the years. When we design this type of campaign our focus is always to make sure that the campaign ties back to the brand strategy, voice and messaging. We love having the opportunity to design this type of marketing campaign when it makes sense for the client and their target audience. Above all it must be an effective way to get their brand message across.
In the case of billboards, it is critical to grab a potential consumer’s attention and communicate key messaging, all while keeping words to a minimum. These constraints were part of the reason our most recent Crystal campaign made so much sense. Designed to have a retro-feel that reinforced their 100+ year history, the messages on the boards were simple and to the point. The boards themselves were placed in high traffic locations that were also adjacent to grocery stores where the products could be purchased. Lastly, we reinforced the campaign with social media and digital support.
Case Study: Fiscalini Cheese Company
Headquartered in the Central Valley, Fiscalini Cheese Company is family-owned and operated. A producer of award-winning (and delicious) products, all their cheese is farmstead and hand crafted. Our initial focus working with them was to help revamp and update their website, however, that project quickly grew into a longer-term relationship focused more broadly on updating their marketing, their packaging, and their messaging.
When we tackled the new packaging, we worked closely with Fiscalini to create in-store point of sale materials to highlight key product attributes and sales materials for retail and foodservice customers explaining the packaging change. It also became apparent that they needed better tools for their sales team to take into sales calls. Working closely with Fiscalini we created product spec pages that could be modified and printed for specific customers. These tactical tools aren’t always sexy but they pay dividends when consumers and customers are kept well informed.