Out of the Fog Marketing

Our agency's home city, Ann Arbor, Michigan, ranked as the 12th most innovative city in North America in a recent story by Business Insider. Read the full story.

Labels: ann arbor, business insider, Michigan business

In December 2008, we launched a new website for optical company SVS Vision. As a result of our on-page internet marketing strategies, SVS now ranks on Google and Yahoo! page 1 for "optical centers" behind just JCPenney , Sears and D.O.C (now owned by PearleVision). As importantly, the SVS website is getting organic traffic from more than 1,100 key phrases such as prescription safety eyewear thanks to an extensive keyword analysis and implementation on the new site.

Thanks to Cathy Walker, SVS Vision's VP of Marketing for the following quote:

"Clarity Quest replaced our outdated website with one that is wonderful! Response has been greater than anticipated. We are hearing from our customers more than ever before and they are telling us that the look, feel and ease of use have helped them in making buying decisions. Everyone on the Clarity Quest team is a true pro and we look forward to a long-term relationship with them."

Labels: ann arbor, Internet marketing, marketing, michigan, mt clemens, svs vision

Think viral marketing can't work for high-tech, B2B companies? Think again. Assay Designs of Ann Arbor has recently released Life Outside the Lab -- a microsite containing hilarious images of employees in lab coats doing everything things here around Ann Arbor. Visitors can submit their own images or videos of "life outside their lab" for a free t-shirt.

Labels: ann arbor, ann arbor business, assay designs, social media, viral marketing

So many tech companies, especially startups, gloss over the importance of consistent branding. I was searching for a blog and came upon Dawud Miracle's blog. I liked the look and content of his posts so I scanned a few. About halfway down the page I instantly recognized a home remodeling photo of one of our website clients' Meadowlark Builders. At the time I didn't know Dawud lived in same town (Ann Arbor) as I did. But I instantly knew that kitchen was a Meadowlark remodel. Their kitchens have a particular look. Meadowlark's work along with their logo, website and collateral IS their brand.

Well it's just as important for your tech company to have a look and feel in marketing materials, online presence and even public relations that instantly identifiable. We often talk to $20M and $30M companies with online retail presences that don't have a style guide.

Here's the bare minimum you should have in a style guide:

Acceptable logo treatments: color, B&W and text-only along with sizing and placement guides.

Colors: Primary and secondary colors, PMS spot and process equivalents. Can colors be screened? Are some only designated for background and not text?

Corporate fonts: Headline font, text font, accent font; include leading, kerning, font size, all caps or no, and other style specifications. Also a good idea to specify common alternates in the case the fonts are not available in a particular setting.

Check out our marketing portfolio and you'll see the application of style guides across website, collateral and advertising. Thanks to Cathy Colson our creative director for the style guide list. Stay tuned for an upcoming post on advanced style guides.

Labels: ann arbor, branding style guide, cathy colson, chris slocumb, clarity quest marketing, corporate fonts, dawud miracle, logos, marketing portfolio, meadowlark builders, style guides

I took some time off last week to check out our famed "Ann Arbor Art Fair". Among the literally hundreds of jewelry booths, one in particular stood out. This jewelry maker from Montana actually took the time to brand each one of her pieces with some great evocative names. There were necklaces named "Vixen " and earrings called "Calla Lily". When I told her I was in marketing and really thought naming was a great idea to differentiate her product, she retorted "Of course, I name them. I named my children after all."

And there you go. Some of the best marketing ideas don't have their roots in marketing. They just plain make sense.

Labels: ann arbor, art fair, brand marketing, branding

In an effort to grow the number of creative jobs in Michigan, the state legislature broadened the definition of "creative businesses" allowing more firms to qualify for the state MEGA tax credits. Businesses meeting certain criteria will be eligible for high-tech or high-wage MEGA credits which are credits against the Michigan Business Tax.

Labels: ann arbor, creative jobs, mega tax credits, Michigan business, michigan state tax, service tax

Register for the free 3rd Annual Women Making Connections expo in Kerrytown on April 1, 2008. How can you pass up free chocolate?

Labels: ann arbor, ann arbor business, marketing, Michigan marketing events

View my appearance along with Linda Girard, co-founder of internet marketing company Pure Visibility on Michigan Cable 15 in Bloomfield Hills. We discuss all things marketing including internet marketing, marketing for small business and how marketing can help the stagnant Michigan business climate.
Thanks to our host Robert Katchadorian for the invitation and lively discussion.

Labels: ann arbor, Bloomfield Hills, Cable, clarity quest, Internet marketing, interviews, marketing technology, michigan TV, pure visibility, robert katchadorian, west bloomfileld