Marketer’s Toolbox: Adobe Creative Suite

September 28, 2009 By Simren Deogun 1 Comment

adobe_collage Here’s Part Two of the Marketer’s Toolbox series, for part one on HTML and CSS, click here.

Possessing graphic design skills is not a mandatory hard skill to have when working in marketing but it can be extremely helpful and even enjoyable. I personally find learning more about and experimenting with the Adobe Creative Suite an enriching experience.

Adobe CS, Huh?
Here’s a quick breakdown of the suite (see the picture to the right for all respective logos):
Photoshop – Editing, correcting and manipulating graphics and photographs
Illustrator – Creation of vector graphics
InDesign – Page creation and layouts; a publisher’s software solution
Flash – Development of animations, movies and interactive multimedia
Premiere – Post-production video editing
After Effects – Video compositing
Dreamweaver – HTML, CSS, PHP etc. editor
Bridge – Media manager for organizing Adobe documents
Fireworks – Quick and simplified website layout development
Soundbooth – Audio editor for creating and customizing
Lightroom – Photo management
Acrobat – PDF creation and manipulation

Why are Graphics Important?
Now, keep in mind, I’m not asking you to be a full-fledged graphic designer. What I’m asking of you is to possess — at the least — basic understanding and beginner skills with the Adobe Creative Suite. Adobe is by far the industry-leader and if it’s name is a mystery to you, visit Adobe’s website for more information.

But back to the question at hand, why are graphics important? They hold incredible value in any marketing department because they cultivate an image, carve out a visual identity and brand for the organization, and also build out that brand to achieve recognition and loyalty. So, if you can comprehend the inner-workings of graphic design then you can perhaps better market your brand.

To Get Started
The main graphics software within the suite are Photoshop, Illustrator and InDesign, the other solutions all cater to different areas as noted above. I would suggest beginning with either Photoshop or Illustrator, if you’re interested. These two foundational solutions will provide you with an unprecedented understanding of the world of graphics. Have an open mind, keep your creative marketing juices flowing and think of how the best-of-the-best do it.

Resources
Adobe.com
Adobe Design Center
Lynda.com
Layers Magazine Tutorials
Youtube.com

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Why Staying Hungry Is a Good Thing

September 20, 2009 By Simren Deogun Leave a Comment

Ever had one of those moments when your stomach’s growling with hunger but you have neither the will nor the resources to go get some food?

This is a seemingly random thought, I know, but it’s simultaneously packed with business theory.

To be hungry and yet to do nothing about it. To have a problem with any number of viable solutions available to you and yet to do nothing.

I think it’s fair to say that the longer you’re hungry, the more desperate you become. Maybe you’ll even reach the point when you’ll “eat anything.” So, you wait too long and ultimately you end up settling. The same can be said for eating too soon — the first option is the most appetizing in both instances.

But what happens when you let that hunger linger for just the right amount of time. That is, just the right amount of time to survey your options, develop alternatives, and make a sound decision.

It’s true that the hunger will become more and more uncomfortable the longer you wait AND that the longer you wait the more likely you are to cave. But with the correct balance of willpower and clarity of mind, you’ll allow yourself the chance to not only see more than just the food in front of you but also the food past your front door, down the street, in a restaurant, half-way around the world.

The point is looking beyond what you have right now and thinking about what you could have if you waited. Everyone seems to want results now; they want to satisfy their hunger now. Waiting — staying hungry — doesn’t equate to holding out until the very last moment, waiting means enduring a little pain and a little risk for that perfect bowl of porridge.

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Apple iTunes Loves Coldplay Commercial

September 9, 2009 By Simren Deogun Leave a Comment

If you haven’t read the BlackBerry/U2 post below, take a look at that first before continuing any further.

So maybe you thought BlackBerry’s U2 commercial was an original, unfortunately you’d be wrong:

Apple did it first. No, it’s not for the iPhone, but, unlike BlackBerry, iTunes is actually a music-centric product.

The premise is identical. A world-renowned music group — often hailed as the new U2 — performing their latest hit single but in this instance with a resonating Apple flair.

The viewer believes it to be a Coldplay commercial until the very end of the spot. Again, the same amazing visual brilliance and enticing imagery. The sights and sounds certainly captivate the audience. And, they’re enhancing their “cool” factor ten-fold.

More importantly, when these two commercials are compared side-by-side it’s clear where BlackBerry received its inspiration. It also elucidates what BlackBerry’s true message is — not just that BlackBerry’s cool but that they are, in fact, cooler than Apple!

The choice, of course, remains yours.

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BlackBerry Loves U2 Commercial

September 8, 2009 By Simren Deogun 2 Comments

There is an interesting new commercial out from BlackBerry featuring U2 performing one of their many hit songs live in concert. Have a watch:

Not once in this commercial do you see a BlackBerry. Not a single mobile device anywhere. The viewer doesn’t even know it’s a BlackBerry commercial until the very end.

What’s the draw? A surprisingly, visually compelling commercial that captures the audience with celebrity, sound and eye-catching effects.

What’s the message? “BlackBerry Loves U2.”

So What? BlackBerry, industry-leading mobile device guru, joins forces with U2, mega music mogul, to demonstrate that they’re … cool. Nothing but the best for BlackBerry (and everyone who owns one!).

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The Power is with the Consumer

September 1, 2009 By Simren Deogun Leave a Comment

I’ve recently noticed more and more retail-driven marketing campaigns targeting consumers to become involved in the campaign itself.

That is, engaging the end-user in an interactive forum — via a contest, promotional incentive, games and multimedia. Think of the “Name the next Doritos Flavour” contest or Dell’s infamous (though somewhat underground) “Freetime Frenzy” game.

The key factors at play boil down to attention span and the digital age (i.e. the Internet). How does the retail conglomerate satisfy the consumer’s desire for instant gratification? The answer is to get them involved. Force them to be an integral part of your campaign/promotion and you’ll reap the rewards.

Yes the gifts and prizes and other incentives are critical drivers but supporters of the product/service and even those just merely intrigued will facilitate the all-powerful word-of-mouth marketing machine!

Force the consumer to become involved. Their interaction will equal success. The endgame is no longer simply persuading them to make a purchase but having them indirectly persuade others to do the same. The ultimate goal is that when the consumer talks you listen and that when the world evolves you evolve along with it.

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