October 28, 2011

News & Opinion: Visual Marketing

By: Dylan Schleicher @ 7:06 PM – Filed under: Management & Workplace Culture

It seems appropriate to start a post on visual marketing with something visual, so here's the cover of the new book by marketers David Langton and Anita Campbell. The book, Visual Marketing: 99 Proven Ways for Small Businesses to Market With Images and Design is exactly what it says - 99 different examples of companies and people that have combined visual design with marketing concepts in ways that increased their business. There are many interesting tips and tons of great ideas in here. One of my favorites is a direct mail campaign that sound production company GGRP did, involving a 45 rpm record where the mailer itself was the turntable (Tip #39). Here's a video of it:
GGRP from tonymirza on Vimeo.
The Success Metrics, according to the book, state that the company was flooded with requests to buy the cardboard record players (a new business for them?), the campaign was covered by the Wall Street Journal, Wired and more than 500 blogs, and their website visits bumped from 50 per week to 70,000 per week. This is just one example of the kind of creative thinking represented in the book. And the book itself is unique; an interesting shape and chapter layout (with a takeaway point on every single even numbered page) makes this book useful and a case study in and of itself. If you're a small business, this is loaded with DIY ideas to get your work out there in an interesting way. Heck, even if you're a larger business, these are interesting perspectives to absorb, especially if you're in a marketing or design position.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.