The Atomicdust Blog - Creative Matter
Articles in the category Positioning
The term “knowledge is power” is not new, however, it represents a concept that is often forgotten or abused in marketing. I don’t know which is worse: content that is too top-level, giving the audience only fluffy, feel-good words that do nothing to develop a deeper, more actionable understanding, or bulleted lists of details that go on and on for days.
There is a fine line to be walked between a preachy, marketing message and a specifications list that makes eyes’ cross, but when that balance is found, customers gain an education that is comforting and empowers decision making. Read more.
Tue, May 4 | By Jesse McGowan | Posted in Positioning
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To many, investment strategy is a mess of numbers, formulas and equations that make retirement investing seem like a lot of work. Luckily, Artesys is around to take all the work out of retirement. With their brand rollout, we created touchpoints that included web, print and sales presentation tools, including narrated videos and PowerPoint presentations that don’t look like PowerPoint presentations.
Tue, May 4 | By Danielle Hohmeier | Posted in Positioning
So often, marketing becomes nothing more than a battle of bullet points. Companies carefully craft PowerPoint presentations filled with details and buzzwords in attempts to beat their competitors. But is that really the most effective way to win customers? Read more.
CPMRC's Point of Care Guidelines have been the leading interdisciplinary guidelines for hospitals for over 20 years. Their guidelines get everyone in the hospital on the same page in order to provide the best patient care. In the past, the guidelines were sent out in a paper or CD format. With a plan to launch their new web-based version of the guidelines, we created a set of materials to get the message out to their audience.
The first part of the campaign was the website. Just as their product stands out from a sea of other guidelines, we crafted a site that stood out from their competitors. We used imagery and movement that showed how Point of Care Guidelines connected everyone in the hospital. That, coupled with digestible explanations of how the product worked, resulted in a site that is clean, concise and a breath of fresh air to the industry.
Check out Point of Care Guidelines.
Despite their best intentions, companies large and small often get wrapped up in their own understanding of their brand. The intimacy that grows out of a close relationship with a product or service tends to skew perspectives to reflect personal perception rather than address actual customer needs.
Have no fear! There are ways to help to focus – or refocus – your efforts. One of those is to step back and look outside your own organization for expertise and guidance. Read more.
We’ve heard it since we were little kids. Your mom, your teachers, even Cat Stevens, telling you to be just ‘be you.’ Well, guess what? This little bit of advice doesn’t just apply to the ruthless halls of middle school. Read more.
Susan Boyle. Farmville. Subservient Chicken. Pickle.
That’s right, you can add a pickle to the list of social media-made celebrities. It didn’t dance, sing, or bite someone’s finger. All the pickle did was get more fans than the band Nickelback on Facebook.
The page ‘Can this pickle get more fans than Nickleback?’ launched on February 3, 2010, and in just sixteen days, it met its goal, surpassing Nickelback’s fan page. Right now, the page has more than 1.5 million fans. Read more.
Before I started writing this article, I did a few Google searches to come up with the number of marketing messages we see every day. There are quite a few differing opinions but the magic number seems to be around 3,000.
The clamor of marketing and advertising messages eventually turns into white noise and is filtered out by our brains. We flip past the first ten pages of most magazines, Tivo our way through commercials and mostly ignore offers for free stuff in the margins of Facebook.
A strong position helps to increase awareness by piercing through competitors offerings and imprinting your brand firmly into the hearts and minds of potential customers. Read more.
