The nut as an effective marketing tool

Immediately impress your clients and prospects with strategic three-dimensional marketing.

“THE NUT” ARRIVED IN THE MAIL, AS IS, without a box, for a deep visual impact (see the photo). The postal carrier was so impressed, she had to stop in and hand it to me personally. Why? Because “the nut” is a coconut!—a three-dimensional fruit sent to gain my attention. And that it did.

Hand-written quotes from numerous famous and influential people cover “the nut”. Karl Schweitzer, president and founder of MobiRez, a client, colleague, and friend, sent me “the nut” to honor our relationship and to make an impression. For him, it was the perfect marketing device.

Consider, for a moment, the effectiveness of your marketing if you sent your version of “the nut” to tightly targeted prospects. It most definitely would be remembered; people would stop to admire and inspect it. It could even become the buzz of the office. On thing is for sure—it would make an impact. Read the rest of this entry »

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Communications is both simpler and more complex.

Producing communications projects is increasingly becoming both simpler and more complex. It is far simpler in that the functionality in the tools needed to create effective communications have blurred. For example, if you want to create a dynamic, interactive element, Macromedia Flash is an obvious choice but this tool requires considerable effort to develop expertise. Most administrative assistants will be tempted to point out that, on the surface, Microsoft’s PowerPoint can create some of the same elements. The project’s production appears simpler in that the functionality is available on any computer using Microsoft Office.

In fact there are very legitimate, and technical, reasons for using a tool like Flash. Understanding these issues and mastering these alternate digital tools is essential. Going forward we will discuss specific projects, the tools capable of creating these projects, and the relative strengths of each.

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