Published by Jo on August 6, 2007
in Design.
We love expanding our design sensibilities beyond the borders of the printed page, billboard or television screen to foster true consumer brand engagement. We recently had the opportunity to do just that for Pathfinders Birkenstock as we helped the owner create a vibrant, comfortable shopping experience through the store interior.
Pathfinders west store was relocating so it was the perfect time to bring the interior aesthetic in line with the brand. As a purveyor of cool and comfortable shoes, Jill Dunning has a light-hearted personality and a deep love for nature. With her personal style in mind, we began the interior design process.
We set the tone with an earthy color palette using shades of tan, green and a warm, deep red. With the color palette in place, we began to introduce fun textures. Faux paint resembling stone was applied behind the check-out desk. A metallic vinyl swirl pattern representing leaves and foliage was added to the adjacent display walls. Concrete floors were stained to resemble stone and compliment the warm, earth-tone color palette used on the walls.
Jill also expressed the desire to explore original artwork to display in her store. Three large, horizontal murals were concepted, designed and printed on stretched canvas to provoke a sense of journey—the different paths we take in life. And, of course, the need for cool and comfortable shoes to get us where we’re going!
Check out this engaging interior at Pathfinders Birkenstock west Wichita location. Just south of New Market Square on west 21st street. You might even find a pair of cool shoes for your personal journey.
Fishing usually conjures up thoughts of quiet and relaxing moments. It’s a time when you can let your mind drift with the calm of the water. But when you’re fishing for new business it can feel anything but tranquil.
If cold calling leaves you feeling frustrated and beaten down, try baiting the hook with targeted direct mail. When done strategically, direct mail will help establish company name recognition, build interest in who you are and create perceived value of your product or service before you ever have to pick up the phone.
We recently developed a five-piece direct mail program geared toward helping a client catch a few really big fish. Several prospects who received the mailings are actually calling the client before the client calls them! Others are readily agreeing to meet as soon the client contacts them.
The campaign was fun, memorable and, most importantly, broke through the clutter. While this direct mail campaign was more extravagant than most, it succeeded because there was a strategic plan behind it. You have to understand who you are targeting. Uncover what excites them. Make your message memorable. And most importantly, follow through.
If the prospects you’re trying to catch always seem to get away maybe you need a different plan of attack. Fishin’—it’s a thinkin’ man’s game!
Have I got a deal for you! It’s the latest and greatest. No one else offers this. And if you buy now it’s yours - today only - for this deep, discounted price.
Why do some salespeople speak this way? It’s the oldest line in the book and it usually means you have something I’m not interested in. It’s what makes the general population take two steps back, look for the nearest exit, turn the channel or hang up the phone.
If your fast-talking sales pitch sounds like this it means you probably haven’t taken the time to learn anything about the needs of your customer or their business. How can you tell me what I should be buying when you haven’t first qualified my needs?
As an advertising executive I often hear these grandiose sales opportunities from overzealous media sales reps who have nothing strategic to offer my clients. Many people will recognize a too-good-to-be-true offer when it affects their personal pocketbook, but for some reason the same people will become overly anxious when trying to compete in the business world. Without thinking, they jump on the flashiest sales presentation only to be disappointed by the not-so-flashy results.
Slow down and think strategically before you act. Will this latest advertising opportunity reach your target audience effectively? Is it on brand with the image you’ve created? Can you measure the ROI? Will it complement other mediums you’ve already chosen for your marketing plan? Is this simply a sales transaction or is it a business partnership in which we are equally concerned about each other’s success?
An overly bright LED billboard, the hippest text message campaign or even unexpected advertisements on the bathroom stall are all advertising mediums that work, but as with any medium, only if they are used strategically. Some mediums build awareness while others drive traffic. What do you want to accomplish? Have you chosen the right mix for your business plan?
Don’t be afraid to ask sales reps hard-hitting questions. You’ll learn more about their products, you’ll learn if they’re right for you and it’ll actually make taking sales calls fun. A good salesperson will appreciate your attention. A bad sales rep will respond by taking two steps back, hanging up the phone or looking for the nearest exit. Feel familiar?
Congratulations. You just hit a home run!
Jeff Wenzel passed quickly from this earthly life from a form of aggressive brain cancer. Jeff was executive director of Youth Horizons. Jeff was a beloved husband and father. Jeff was high energy. Jeff was a bit random. Jeff was REAL.
Jeff wore no mask. He built no walls. He put on no airs. He played no games. He was REAL.
I don’t recall when we met. We didn’t actually spend that much time together. Yet, I knew Jeff on a deeper level than some people I’ve been around my entire life and I find that compelling.
We spend a significant amount of time talking to our clients about building authentic (REAL) brands and yet we can often neglect our own personal brand.
In honor of our friend, be REAL. Time is fleeting.
Youth Horizons is an organization devoted to serving at-risk kids in and around Wichita. The Strategy Group made the decision in 1997 to come alongside this compelling organization by donating strategic and creative services. Check out their website here.
