Sparks February 2009 - Cairril.com

Sparks February 2009

In the News

Sign up for Cairril.com hands-on marketing workshop!
In cooperation with the Greater Bloomington Chamber of Commerce, we’ll be presenting Get Feedback: Better Marketing Materials, two workshops designed to immediately improve your marketing materials.

Bring your marketing materials to this hands-on workshop and learn how to improve your message, materials, and focus!

Led by Cairril Mills, principal of Cairril.com Design & Marketing, our session will focus on you—bring your marketing materials (brochures, business cards, ads, etc) or even your intangibles like your tagline or elevator pitch. We’ll analyze the piece and give you expert advice on how to make it more effective! Don’t miss it!

March 19 or April 15
11:30am-1pm

Chamber of Commerce
400 W. 7th Street
Free to Chamber members!
$25 for non-members

Seating is limited. Contact Pegi Flahault at the Chamber to reserve your place!

Smart use of recession marketing
The first two things to get cut from budgets in a recession are training and marketing. While this is a mistake in both cases, we’ll focus on marketing here.

Numerous studies, including one by the American Marketing Association following the 1991-92 recession, have found that companies investing in marketing during downturns gain marketing share—and keep it. Why? Because everyone else is cutting back!

Make smart use of your marketing budget in a recession:

  • Focus on short-term objectives to turn immediate sales
  • Concentrate on retaining existing customers rather than finding new ones
  • Demonstrate the value of every product/service
  • Accent familiarity, durability, safety, and performance to reassure nervous buyers

Remember, this, too, shall pass! Focus on coming out of this recession stronger than when it started!
Contact us to create smarter marketing materials

 

VisoVerbo

namesafe

This month’s winner: Yaël Ksander!
Our VisoVerbo champ wins a digital print featuring this one-of-a-kind design. Have a favorite quote or saying? Send it in! If your quote is chosen, you’ll receive a digital print of your custom design suitable for framing! Check out your competition here.

Client Spotlight

Indiana Enterprise Center
The Indiana Enterprise Center (IEC) is an 11-acre sustainable commercial development helping life science and high-tech companies to succeed. Its first building, due to be completed in December 2009, will be a Gold-certified LEED building.

First Capital Group, the brains behind the project, hired us to create the IEC’s web presence. As is always the case with new building, we needed to sell the idea before the project was complete.

Working with First Capital vice-president John Fernandez, we identified key aspects of the project that would appeal to the target market. Quality of life in both the workplace and at home are essential to life science and high-tech entrepreneurs and workers. We emphasized the “green” nature of the building and its surroundings, as well as the cultural mecca that is Bloomington!

The new site also includes hard data on workforce and education in order to appeal to site selectors. We used architectural drawings to give visitors a sense of what the building might look like, but relied primarily on marketing copy and sleek design to build the brand.

The result is a tight, exciting site that our clients are very pleased with. Check out TheSustainableAdvantage.com to see it in action!