the greatest marketing myth of today…

the greatest marketing myth of today…

THE MYTH OF THE ZERO DOLLAR MARKETING BUDGET

“Lean Marketing”, “Minimum Viable Product”, “ Zero Dollar Marketing Campaigns”, and countless other analogies that allude to the idea that you don’t have to spend a penny on marketing to grow your business.

FALSE. 100% UNDENIABLY, CATEGORICALLY FALSE.

Right now you may be attempting to argue the point by listing off the incredible list of names and companies that have proven otherwise.

WRONG AGAIN.

The root of the issue is how people define marketing and for most people, marketing= paid advertising. plain and simple.

based on this extremely narrow definition, then yes, you can absolutely grow your business without advertising.

but you can not execute a $0 marketing budget UNLESS you are lucky enough to have volunteers running your organization who fully donate their time, knowledge and talent without any form of compensation.

the majority of those claiming astounding results with a $0 marketing budget are fooling themselves. the truth is they have full time staff managing their social media, full time staff hitting the phones for their PR and full time staff managing their website(s) and brand touch points.

what they fail to realize is that every single dollar of their salaries, bonuses, share options, benefits, etc.. all count towards the marketing budget.

on the end of the scale, you have larger, well financed organizations augmenting their in-house staff with talented AD, creative and marketing agencies that allow them to unlock their full potential.

if you have a $0 marketing budget. you have $0 in revenue. guaranteed.

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

July 2, 2014 0

be a passenger…

be a passenger…

have you ever been a passenger while someone else is driving and felt like they were out of control?

But then you quickly glance at the speedometer and realize they are going the speed limit?

when you are behind the wheel, you have a different sense of the world around you, everything is in control, you know the car, you know the road and have no earthly idea why your passengers are gripping onto the the roof handle for dear life.

your customers are your passengers.

your goal is to help them have, share and experience the same sensations, emotions and reactions as you.

some call this perspective, or empathy – either way, you can not have it until you trade places with your customer. you will soon realize that their perception of your actions/messages/ideas/vision are either exaggerated or muted, but rarely ever perfectly inline.

this is why branding can seem so ethereal…it is a continual ebb and flow, balancing, adjusting, tweaking with the aim of bringing the passengers world in-line with the drivers.

hot soup media is a creative agency providing branding, graphic + web design & advertising services to clients looking to launch new ideas, campaigns, products and services, recapture the imagination of their customer or enter new markets and opportunities.

June 30, 2014 0

tone – the language of graphic design

tone – the language of graphic design

 

tone ‘tön n : a colour quality, tint or shade of colour

as a graphic designer and in visual communications in general, tone means the degree of lightness or darkness apparent on the surface of an object. our everyday lives are so dominated by colour and visual stimulus that understanding the effect colours and tones have on our ability to absorb information and how it makes us feel.

as a creative agency (and with our talented graphic designers), our role is to help choose the right colour palettes both for the medium and the message to accurately reflect your brand and communicate your who/what/where/why/how/when.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

December 16, 2013 0

tension – the language of graphic design

tension – the language of graphic design

 

ten·sion ‘ten(t)-shen n : a balance maintained in artistic work between opposing styles and elements

the principle of tension (not between YOU and the graphic designer, company or creative agency) in visual communications is critical to effective graphic design. tension is primarily a visual, as well as psychological, attention-getting tactic. for a creative director on an AD campaign as well as the graphic designer and artist – this difficult balance is maintained between opposing formal elements, often causing anxiety, stress, angst, or excitement, exuberance and joy for the viewer.

this is why we generally loathe using stock photography for anything other than story-boarding or proof of concepts. we can have the greatest concept and design execution on an AD, in marketing materials or brand touch points – but if the visual does capture the necessary emotion and achieve an accurate balance – everything falls apart.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

 

December 15, 2013 0

asymmetry – the language of graphic design

asymmetry – the language of graphic design

 

 asym·me·try (,)ä-‘si-me-trë n : lack of balance of symmetry

obviously, asymmetry is the opposite of symmetry and refers to a graphic designer’s ability to create a composition where one dominant form or element is offset by smaller forms or elements. asymmetry is very uncommon in nature, but is often a learned or trained development (humans that are right-handed or left-handed).

asymmetry still requires a creative agency and a talented graphic designer to create a sense of harmony, which is one of the more difficult skills to acquire. asymmetrical layouts and designs require a more disciplined and analytical eye due to their unique and ever-changing spatial requirements and the graphic designer has to consistently evaluate and assess potential solutions based on spatial relationships varying from element to element within the overall design.

well executed AD designs, signage, posters, brochure designs, website designs increase the viewer’s ability to organize, differentiate and interact with a broad range of visual content.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

December 14, 2013 0

symmetry – the language of graphic design

symmetry – the language of graphic design

 

sym·me·try ‘si-me-trë n : balanced proportions; beauty of form arising from balanced proportions

for a graphic designer and graphic design company, symmetry is a fundamental and timeless principle of visual perception. In visual communications, symmetry conveys balance, stability and harmony. when visual elements are completely balanced or centred , they are in a state of equilibrium where all elements have equal weight.

when developing designs and layouts for ADs, Corporate identity, marketing materials, etc.. a creative agency is focused on creating a state of visual balance where design elements are organized within the composition.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

 

 

December 13, 2013 0

balance – the language of graphic design

balance – the language of graphic design

 

bal·ance ‘ba-len(t)s n: an aesthetically pleasing integration of elements or harmonious or satisfying arrangement or proportion of parts or elements, as in a visual composition.

balance occurs when visual elements are equally distributed and arranged to communicate a feeling of stability and harmony. we need balance to stand, walk and run and within us, there is always a yearning for balance within our lives.

when viewing a presentation, or communication/information piece – there can often be a distracting force that prevents the reader from taking the intended message – balance within the design helps your message be communicated effectively.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

December 12, 2013 0

space – the language of graphic design

space – the language of graphic design

 

space ‘späs n : a limited canvas in one, two, or three dimensions: distance, area, volume

as graphic designers and as a creative graphic design company – space is an essential design element in all visual communications. unlike other important elements such as line, shape, form, colour and texture – space cannot be placed or located in a layout or design. space refers to the distance or area between, around, above, below or within all elements.

when clients see initial proofs, ideas and layouts they constantly feel the need to pack in more text, details and “noise” – not realizing that they are detracting from their message rather than adding to. as an experienced graphic design company, one of our critical roles is to help our clients understand what will make their touch points more effective at communicating, more visually appealing and more memorable.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

December 11, 2013 0

movement – the language of graphic design

movement – the language of graphic design

movement ‘müv-ment n : the suggestion or illusion of motion in a layout or design

in visual communications, the illusion of movement forces our eyes to move constantly and attend to one or more elements within the composition. our eye may be brought to the centre of the composition because there is a bright colour there and then to another location that contains a headline. the goal of an effective graphic designer is to direct the viewer’s attention through a specific sequence of visual experiences – as opposed to letting the eye randomly go from one element to another with no sense of purpose.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

December 10, 2013 0

scale – language of graphic design

scale – language of graphic design

 

scale ‘skäl n : a distinctive relative size, extent, or degree

we all make scale comparisons on a day-to-day basis relating size, distance and weight based on known and familiar experiences. graphic designers use scale as an effective design principle to create variety, emphasis, and visual hierarchy. when scale is used properly in the design process, it contributes to the stability, visual comfort and memorable aspects.

when used incorrectly, improper scale will create discomfort, dysfunction and a cramped awareness.

 

hot soup media is a creative agency, headquartered in Vancouver BC and provides graphic design, website design, AD design and branding services to our clients. hot soup media has the people, the processes, the tools, the knowledge and the intuition to be the ideal business/agency partner for your [company, campaign, vision, brand, product, service]

 

 

December 9, 2013 0