Archive for the ‘creating connections’ Tag

The Love Starts Here   Leave a comment

Want people to fall in love when they visit your website?  Start first with great creative that expresses your passion. And that makes an emotional connection to who you are and to what you offer.  The question of what makes for compelling creative has been on my mind lately and now particularly since Eagle won the Internet Advertising Competition* award  for website design and development. This year we won Best Marketing Website for our own site. Last year we won Outstanding Website for our work with Senior Community Centers of San Diego.

I confess to having no objectivity when it comes to these sites. I love ‘em, plain and simple. And precisely because they are simple. They brand the look, the feel and experience for the user without clutter and distraction, unnecessary bells and whistles. And they do it consistently on every page with every image.

So how do you develop a website that makes you proud? Search the internet for sites that catch your eye and draw you in. Most likely the images are bold, colorful and large. Standout sites have a distinct color palette that’s woven throughout graphics and typography in a purposeful way and not just because they’re flashy or look cool or cutting edge.

Think through how you will use color and type treatment to distinguish your nav bar from headlines from body copy so visitors “get it” quick.  They may spend only a few seconds on your site so make sure your key message pops. Font size is LARGE or at least adjustable for us aging baby boomers who need a little help with the fine print.

If you’re using photos of people, keep shots tight. No image is more moving than a head shot with eyes to the camera. Senior Community Centers is a perfect example. The rotating images of seniors and quotes on their home page really draw you in with the prominent “Donate Now” button integrated into the main image.

Which leads to this question: What is the call to action? What do you want visitors to do?  Is it make a donation? A phone call? Sign up for your email or loyalty club? Whatever it is, make it standout clear and simple. I know you have a lot you want to say and that it all feels so important. It is. You just gotta organize and prioritize all that content.

Last year, The Eagle team spent weeks scouring the web for sites and features we liked. We shared, discussed, designed, and discussed some more. We think the upfront investment to details paid off. Not only have we been honored with an IAC award*, we hear from clients and prospects that it reflects our core beliefs and is engaging.

You only have one chance to make a lasting impression. Do your homework, keep it simple and create that lasting emotional connection. This is where the love begins.

Have other ideas on what makes a website design compelling? We want to hear from you!

*The Internet Advertising Competition (IAC) Awards are produced by the Web Marketing Association to honor excellence in online advertising, recognize the individuals and organizations responsible, and showcase the award winning Internet advertising. This is one of the only competitions to recognize only online categories of advertising.


Promise and Deliver   1 comment

Years ago I read a book called Permission Marketing by Seth Godin. It inspired me so much, I gave it as a gift to clients and friends. Ten years later, I’m still using it as a point of reference. The reason it resonated is that it put into words my personal belief in the power of building relationships.

 The timeless message? Permission marketing is so effective when you reach people who believe that what you have to offer matters. That it provides a value and that it enhances their life in some tangible way.  It’s our job as marketers to understand what customers want, promise to provide it and then deliver. Every time.

So how do you create connections with your community of customers and deliver the value that keeps them coming back?  You’re on the right track if your marketing messages are:

  • Anticipated
  • Relevant
  • Personal
  • Consistent

In Permission Marketing, Godin suggests turning your email message into a “me-mail” message that creates a more personal interaction that’s both anticipated and meaningful.

One worthy example is Circle Buzz, the new San Diego based on-line coupon service. They send out a daily Deal of the Day email promoting local family friendly discounts targeted to parents. These discounts are downright great. The kind I love to forward to friends because they’re just too good to pass up.

It’s no surprise then that every morning when my inbox overflows with retailer emails that I promptly delete, I take the time to open and read my Circle Buzz Deal of the Day. The smart group of mompreneurs who started Circle Buzz knows that I’m interested in creative ways to explore San Diego, 3 small kids in tow and an eye on the budget. I hope they stay wise to always partner with advertisers who match the target demographic — me, me, me!! If not, it’ll feel like a letdown, a turn off, and a broken promise. And that will mean a quick hit of the delete button.

In this enlightened scenario of relationship marketing, I am rewarded for paying attention and Circle Buzz is rewarded with my business and my loyalty. Not to mention access to my network of other moms looking for a great deal. Everybody wins.

So whether you’re a start up or a multi-national, the bottom line is you have customers who make discerning choices and look for value that makes their lives better. They sign up for what you promise. They’ll stay because you deliver.

Join the conversation and tell us how you or companies you know promise and deliver. We’d love to hear your stories.

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