Marketing
Product, Price, Place and Promotion are called the what
4 P's of Marketing
At its core, it's the process of getting the right product or service to the right people at the right time and for the right price
Marketing
a digital marketing strategy that uses email to build relationships with an audience and achieve a specific goal.
Email marketing
A great brochure starts with a...
Great photo
You meet someone important (a college recruiter, a potential internship mentor, a scholarship provider) and you say, "Text me!" or "Look me up on LinkedIn!" This requires them to stop, pull out their phone, type, and search. It's an interruption, and often, it never happens.
Digital problem
The actual good or service that a business sells
Product
This is the umbrella term for all online marketing efforts
Digital Marketing
a personal way to reach people
Direct communication
A physical item builds confidence and serves as a long-term reference point
Tangibility & Trust
tactile, instant, and professional exchange. It ends the conversation cleanly
Physical solution or physical card
The amount of money a customer pays for a product
Price
It's about managing how the public sees your brand. This isn't paid advertising; it's earned media
Public Relations
The first thing they see. Make it short, intriguing, and personal if possible.
Catchy Subject Line
It organizes complex information (itineraries, pricing, dates) for quick decision-making.
Scannable & Shareable
When you hand your card to someone, they are almost compelled by social etiquette to hand you theirs
The Reciprocity Rule
Where and how a product is sold
Place
This is when two or more brands team up to achieve a shared marketing goal. It's a win-win situation where each brand can tap into the other's audience
Partnerships and Collaborations
Holding something is more memorable than seeing something on a screen
Tangible impact
Placed in hotel lobbies, visitor centers, or at an event, it targets customers who are already in the buying mood.
High Conversion Rate
You can use the card you receive to follow up via email a day later.
The follow up advantage
"Dollar Shave Club. Shave time. Shave money", is and example of what
A unique value proposition
First impressions are everything! What your customers see shapes their initial perception
Visual appeal
It's the whole point!
A call to action of CTA
Before we design a single panel, we need a clear strategy
Know Your Audience
Your business card
Visualizes your brand-The design (colors, font, paper quality) can subtly communicate your field of interest—creative, tech, analytical, etc.The design (colors, font, paper quality) can subtly communicate your field of interest—creative, tech, analytical, etc.
The activities a business does to communicate with and persuade customers to buy their product
Promotion
This is a huge part of digital marketing- platforms are where people spend their time, so it's a perfect place for brands to engage with them
Social Media Marketing
Use bullet points, not paragraphs
Focus on Brevity
Compelling, high-resolution hero image + Clear, exciting headline/tagline + Company Logo
The cover
A personal brand is the unique combination of skills, experience, and personality that an individual wants the world to see. It’s how you market yourself
Defining Personal Brand
This statement is internal-facing and focuses on the company's goals
Mission statement
This includes your logo, color palette, and tone of voice. It's what makes you recognizable
Brand Identity
Guide the reader's eye. Use size, color, and position to rank information.
Visual Hierarchy Concept
The single biggest mistake for a brochure is...
Low-quality photos
What core beliefs guide your work and life?
Values
"Just do it" is a type of
Slogan
What your customers hear creates the atmosphere and can subtly influence their mood and behavior.
Auditory appeal
Make sure text, colors, layout pops off the background
Contrast
Clear Call-to-Action (CTA) + Full Contact Info (Website, Phone, Email, Social) + QR Code
The back panel
illustrate their value and expertise rather than just listing their achievements
Crafting your narrative
This sense is the sense most directly linked to memory and emotion
Scent, smell
intentionally engaging your customers' five senses to influence their perceptions, emotions, and behaviors
Sensory Marketing
2 Max
Font limit
A trifold is most common for its six panels, but a bifold might be better if the content is highly visual
Choosing the format
Maintaining a specific communication style
Voice and tone
Name 1 of the 2 movies we saw in class
Neuromarketing: How Brands are Manipulating Your Brain (2012)
The Greatest Movie Ever Sold (2011)
Teams of experts who specialize in different areas, from digital ads to brand strategy. They have the tools and experience to create and execute large-scale campaigns
Marketing agencies
Kills comprehension
Clutter
Your favorite teacher
Ms. D, duh!!!
Name 1 mini project we did in class this semester
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