reactions

“Is having a blog and an email newsletter redundant?” a colleague recently asked. MSLK believes absolutely not. If utilized correctly both will draw from the same content plan, but your email newsletter helps you stay top of mind with your existing database while your blog is designed to help reach a larger network of followers on social media, including introducing your brand to perfect strangers. Here’s how:
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In today’s crowded marketplace, consumers and retailers don’t necessarily need another product in their lives. However humans are natural storytellers. We will always have room in our lives and on our shelves for brands that tell us something interesting .

For over 14 years we have helped brands find their voice in today’s crowded market and send that unified message across varied media. We also recognize that today’s busy consumer doesn’t read. Often a picture — or better yet — a movie is worth a thousand words. This 90 second reel of our work in fashion and beauty showcases a few of the stories we’ve created.
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Earth conscientious students at Smithton Middle School in Columbia, Missouri have recreated MSLK’s eco-art installation, Watershed. The installation was created by the Eco-Art Club and 6th grade Art Study Hall students. Several months ago, Amy H. Company, Art Specialist at Smithton Middle School read about MSLK’s eco-art installations Take-Less, Watershed, and Urban Tumbleweeds and became inspired. Amy reached out to MSLK asking if it would be ok if she led the students through the process of  recreating Watershed.

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Individuals with namesake brands often ask me if they should maintain a personal profile or a company page on Facebook. These individuals are often designers, authors, consultants, photographers and other artists who do business as themselves, ie: Jane Doe who runs Jane Doe Inc.  These companies are small businesses with five or less full-time employees. Many of them are Jane Doe working single-handedly to find and execute business assignments.  Jane barely has any time for marketing, but feels the pressure to join the social media revolution.

I always suggest that Jane start small with a personal profile. I’d rather see Jane’s social media efforts be a huge success, then deal with the “problem” of too many fans and too much activity before splitting the account, here’s why:
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Image-based brands such as fashion, beauty, photographers, and artists will love Pinterest, a new social sharing platform dedicated to “connecting everyone in the world through shared tastes and the ‘things’ they find interesting.” Users create image boards on topics ranging from home, to travel, food, fitness, beauty, etc. They then find, follow, and share with friends who have similar interests.

Think of Pinterest as your virtual tack board. Remember the cork board you used to have over your desk? Instead of clipping and tacking physical inspiration, Pinterest allows you to keep track of all those virtual bits of inspiration you come across online everyday. Pinterest comes complete with a browser extension that makes pinning a snap. Simply click on the “Pin It” tool when viewing any standard web page and every image or video on that page can be added to your profile with two clicks. Users are encouraged to add a note to the image, and anyone can add a comment to it at any time. More importantly, the image is saved with a link to the URL of the original source. Goodbye long, scrolling lists of “Bookmarked” pages you can’t remember why you saved in the first place, Hello, Pinterest.
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MSLK believes transferring relationships fostered on social media to in-person encounters is a recipe for success. Companies are able to reach a wider audience through all of today’s online channels and utilizing social media to augment face-to-face encounters such as trade shows, events, and in-store promotions has proven to enhance results.

I was one of a group of six social media experts who were interviewed by Rob Murphy and GCI magazine at the end of last year to hear our thoughts on “Using Social Media to Enhance Face-to-Face Encounters.” Here are a few insights:
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Great holiday retail windows embody the entire romance of the shopping season. When I was young, the trend was dioramas of animatronic characters set amid a snowy scene. These days retailers and window designers are encouraged to think a bit more outside the box, and the more they let their imagination wander, the better. In fact, the out-of-the-ordinary is more apt to capture peoples’ attention.

Here are some windows that struck me on a recent trip down 5th Avenue.
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In a market flooded with so many brands, today’s consumer is presented with an ever-changing array of options along with an increased sense of discernment about what and where to spend their resources.  To be successful, a brand must find ways to distinguish itself and stand out amongst the clutter.

The process begins with a business strategy and marketing plan.  It has a clear point of view and maps out a direction for future activities.  This written plan describes the business, outlines goals and defines a sustainable competitive advantage.  It is a document that will grow and evolve.  A strong plan is an essential foundation documenting specific strategies and tactics to guarantee objectives are met.  Furthermore, it helps businesses make decisions quickly and manages capital and promotional opportunities effectively throughout the year; allowing for the right investments in the right places always with an eye towards the “big picture.”

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Reaching people through online, e-commerce and social media has become an unquestionable requirement of doing business; particularly for smaller brands without the resources to do other types of advertising and promotion. However the online space is becoming increasingly more crowded as well. Gone are the wild frontier days of social media where anything would garner attention. In addition emailers and banner ads are all experiencing declines in user participation. Faced with these facts, brands should not run and hide, rather we see tremendous opportunities when each media is approached with a clear plan of action and a clear point-of-difference to share. Enter the alliance of strategic marketing and design. Marketing charts the course and design creates the vehicles that bring it to life.

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In today’s faced paced environment brands want their creative turned around quickly. However, they also want it done effectively. Enter the role of marketing and brand strategy seamlessly changing hands with creatives. A well defined marketing concept, coupled with effective copy/content can quickly and easily translate to great creative, saving the client time and money.

However many companies cannot afford to maintain marketing or design departments on staff, in addition, those with internal support are often overworked juggling many roles.  Recently marketing guru Gloria Luna and the design agency MSLK have formed a strategic partnership to fill these needs in the market.

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