Shoemaker's Kids...

Yes.. I know.. it's been LONG overdue for a new blog post. Ever heard that old adage about how the shoemaker's kids go shoeless? Yep... that's Whutta Design.

Over the past year and few months, since we've moved to a great location in downtown Harrisburg, PA, we've been working with an amazing crew of marketing directors and clients who've allowed us to develop some great advertising and design work. As a result, we've been drinking a lot of coffee. We've developed callouses on our mouse fingers. Our laptops have been crying out for a break. And that's why this blog and our web site has been malnourished.

But... this is a new era. It's time to open a dialogue to reach out to the masses. It's time to spread the gospel that advertising is not dead... even in this economy. Especially in this economy.

Right now, I'm jacked up on a coffee and a chocolate Easter rabbit I swiped from my daughter's basket (oh stop it... I'm gonna replace it later). But I'll start things off by telling you to keep an eye out for a new site launch very soon. You can also follow us on Twitter.com, user as: @whutta


Top Five Advertising Mistakes

Not clearly stating your Brand Message
Happens more frequently than you think. The marketing director spends a lot of effort, time, and their advertising budget on marketing materials. The agency drinks a lot of Red Bull and burns the midnight oil working on a campaign. But the final material leaves the target audience wondering what exactly is the message behind the product or service. Leverage your strengths - make sure the materials present your product or service in a positive light so that it leaves a lasting impression on the consumer. Over time, with consistent message, this is what builds brands.


Not Defining Your Target Audience
Advertising is an investment on future returns. It's an exponential investment that continues to grow over time. But to truly gain that leverage, you have to know your market. Find out what makes them tick. What hits that emotional hot spot with them that will engage them to seek you you. There's no better insight.


Not Marketing in the Right Arena
You can have the cure for the common cold, but if you don't advertise it in the right arena, it's going to fall on deaf ears. This is where the target audience research comes into play. What do they read? Where do they eat? What shows do they watch? What do they do in their leisure time? Just because you can buy cheap media placement in the local paper doesn't mean it's a good avenue to connect to your target audience, and is just as useful as putting the marketing dollars you're spending out on the curb for the garbage truck to pick up as they pass by.


Not having a Call to Action
Aside from Apple's 1984 TV commercial, there's no such thing as a one-hit wonder in advertising. Almost all of your target audience won't make a purchasing decision the first time they're exposed to your marketing efforts. Consistently, over time, you have to build their trust with repeat advertising. In the materials, make sure you know what you'd like the customer to do. Get them to visit your web site for more information. Get them to call an 800 number... sign up for a newsletter... anything to begin developing a long-term relationship and build brand loyalty.

Time for a Redefinition...

When I started Whutta Design 13 years ago, I have to admit, I had no idea what I was doing. Oh, the creative skills and technical knowledge were in place. But for the most part I was flying by the seat of my pants and loving every minute of it.

I didn't know what a client/agency relationship was supposed to be, so I just did what I felt was right. I listened to my clients and translated their marketing message into creative. My clients were some of the most knowledgeable people in their industries. But I also knew they'd hired me for my professional opinion - not only to be a "yes man" and nod my head at their every request. We developed a mutual trust and I was honest with my input and advice. I worked with my clients, not for them.

Egos were set aside for the betterment of the work. There were no artistic licenses issued or corporate manifestos held aloft. It was all about working together to produce smart creative. We began each project with equal fervor and excitement.

And our work showed it.

Lots of coffee was consumed. Late nights and deadlines presented themselves. And through it all, we had a hell of a lot of fun.

And we were all successful. Our clients grew. We grew. And with growth comes change. Sometimes, not for the better.

We added staff. We added benefits. We added a foosball table and cool office furniture and fast new computers.

But for all that we added, some of the personal connection to clients began to disappear. Thoughts became focused on the business in creative instead of the creative in business.

We'd gotten away from the philosophy we'd started with, but it's never too late to be the person or the company you want to be.

It's time for the old school ad agencies to accept a new school of thought.

It's time to change what's widely accepted as a client/agency relationship.

It's time to get back to where we belong.

Whutta Design 2.0

Buckle up... change is on the way.