Archive for the ‘web design’ Tag

Is It Time to Change that Tune?   2 comments

Lately I feel like a broken record. I’ve been talking to so many of my clients and friends about an epiphany that seems so obvious and mundane it’s almost embarrassing to share. I stress the almost because if it was that obvious, we’d all be doing it.

My new found mantra?  How can I expect different results if I keep doing the same thing?

The simple truth is that to get different, and by implication, better results, we need to do something different. We need to embrace change, mix it up, step outside our comfort box.

I’ve been thinking a lot about how this applies to marketing, both for Eagle and for my clients. Whether you are using traditional marketing like direct mail and print ads or technologies like mobile, social media and email marketing, we all can get a little stale. And, like the vinyl records of old, we wear a groove so deep, it’s hard to skip a beat and change it up.  The comfort we feel by the familiar and the resistance we encounter around change, the more we can be assured our results will always be the same.

Take your company’s brand for example.  If you’re a business owner, you know your brand can and should be intricately linked to your core values and a reflection of your professional passion. And yet, that’s not always the case. Sometimes we get on autopilot, forget to check in and to reevaluate and reassess. We get head down and caught in the trees, so it’s hard to see the forest.

Our team at Eagle is passionate about helping our clients to see that forest.  We advocate for change, not always a revolutionary but almost always evolutionary, in thinking, approach and execution.

For example, how might we integrate their marketing tools with technology so campaigns are more interactive, engaging and memorable? How do we leverage loyalty marketing and referral programs to reward current customers in creative and meaningful ways? How might we refresh and organize a website so user benefit is more front and center and how can that site be better optimized for higher search ranking?  And always – ensure that the message is consistent, compelling, concise and in support of those core values and passion where it all started.

Even for a professional marketing agency, this can be a challenge.  We at Eagle have been asking ourselves some tough questions and reconnecting with what is our collective passion, what are our core competencies, and what makes us unique. On some topics, there is instant clarity. On others, we get caught in those darn trees.

So we are sharpening our proverbial saw and looking critically at what needs a refresh.

I’ll share a few items on our list and challenge you to reflect on a list of your own.

  • How can we use social media more effectively to promote our services?
  • How do we evolve our brand to better reflect what we do so well?
  • What clients haven’t we approached lately for testimonials?
  • How do we market ROI and value added to customers on a regular basis?
  • Where are the best opportunities for continuous learning in emerging technologies?

Maybe some on our list resonated with you. If not, maybe they should.

As Thomas Jefferson once said, “If you want something you’ve never had, you must be willing to do something you’ve never done.”

So reflect for a moment back to that old, worn groove in the vinyl record.  What are the results you seek? Is it ROI, increased sphere of influence, brand awareness, customer base, or traffic on the web? What is it that you haven’t done? And what are you willing to do to get different results?

I think you’ll agree we could all sing a new tune now and again.

How have you made a change, even a small one, that made a big difference in your business? We look forward to your comments.

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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.

The Love Continues   1 comment

We’re popping the corks at Eagle this week! For the second year in a row, The Internet Advertising Competition* has honored Eagle Marketing for our work on website design and development. Last year we won Outstanding Website for our work with Senior Community Centers. This time, for our very own site.  We could not be prouder to have been awarded the Best Marketing Website for 2011 and to be recognized for the months we invested in discussion, design, detail, and even more discussion (if that’s even possible).  

If you have visited our site over the past 6 months, you’ve seen our bold headline, The Love Starts Here.   For me, creating this site was truly a labor of love because it so perfectly reflects my core belief in the power of simplicity, the importance of connections and the premise that it’s relationships and loyalty that matter most.   

Since taking over Eagle two years ago, I have worked to redefine our brand to align with these values and have had the pleasure of partnering with clients who feel equally passionate about creating connections. We have also extended our loyalty niche with on-line membership clubs like the Bay News 9 Club that help others cultivate relationships.  Loyalty clubs are a great way to build customers love for your brand with a measurable ROI. We’re especially excited that this program can encompass our full array of services that include direct mail, mobile, email marketing, database analysis and creative services.

No website or successful company, for that matter, is possible without a creative and dedicated team that strives for excellence. I think at Eagle, we got that love just right.

*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.

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