Building Better Habits

WorkoutMost people, including me, usually get excited about a new initiative and are full of energy for some time. However, we often lose momentum and fall back, if not exactly where we started, far from where we wanted to go with only some incremental change. And then we look for the next initiative.

How do we keep the momentum going? How do we transform a new initiative into a habit that improves our business or life?

When I was a child I was told that if you do anything twenty-one times it becomes a habit. A simple trick! In business, an initiative like Six Sigma isn’t going to work unless it becomes a habit for all employees associated with the process. Once it becomes a habit, it’s followed in due course. That’s when the consequences of the initiative—the improvements we expect it to bring to the business or to life—will follow. Read more of this post

Happy World Graphic Design Day!

Affinity Express Holiday Card: Degas' Dancers in Pink

We live and breathe graphic design at Affinity Express, so today is something to celebrate! 

We wanted to take this occasion to share some of our best designs and design expertise from the past year.

Designs Created by Our Teams

Here are some of our best designs from 2010 and from 2011 so far. And some print ads and online ads we created, and some holiday cards created in embroidery.

Tips on Design

Read more of this post

Celebrating Easter: Retail Advertising, Religious Advertising and Egg Hunts

Easter egg basketEaster Sunday has just come and gone; what a weekend it was!

The last month to two weeks prior to the April 24, 2011, was a very busy time at work. The four-day compressed work week was due to the Easter Holiday, and meant having either Good Friday or Monday the 25th off. The advertising peak for Easter meant brisk business, but Easter also a pleasant weekend for people engaged in social activities such as Easter egg hunts, chocolate gift exchanges and mini-vacations for spring (U.S. and Canada) or summer (Philippines). For many, the Easter weekend marked a central religious observance: the culmination of Holy Week.

As designers, around Easter we have to exercise cultural and religious sensitivity when we chose elements for advertising. Art falls mainly into two categories: retail and religious advertising. Read more of this post

Earth Day and Easter Weekend

The earth in the shape of an egg, against a dark bacground Today is Earth Day, when we are supposed to spend some time appreciating the earth and it’s awareness, and spreading the word. How are you celebrating: switching off electric devices for some time, pledging to walk or use public transport more instead of driving, or cooking dinner from scratch instead of eating out or buying processed food? Forget Earth Day, what do you do every day out of concern for our environment? I’d love to know, because I have still a long way to go and it’s difficult to reconcile your concern for the environment with convenience.

Today is also Good Friday, and a holiday in all our offices: in the U.S., India and the Philippines. Have a great Easter weekend, everyone!

Designing a Print Ad for an Outdoor Furnishings Company

Print Ad for Outdoor Furnishings Business (Hand)Like all of us who strive to be successful today, designers have to adapt to the ever-changing way consumers process advertising. Designing print ads, collateral pieces and, of course, online advertising requires attention not only to the message but to the way the viewer processes that information.

Recently, I was asked to create a print ad for an outdoor furnishings company. The purpose of the ad was to drive consumers to a new website Affinity Express had designed previously. Here potential customers would get inspiration for creating the backyard of their dreams. I knew I wanted to use the same fonts, colors and overall look and feel of the website in my design—that was a given. Having worked closely with the client, I knew they liked simple, uncluttered layouts that focus consumers in one direction with laser-like accuracy. In this case, the objective was to highlight the website URL.

My thought process was to take the point of view of the consumer. I wanted to evoke and tap into the feeling when someone realizes they need help visualizing the full potential of their backyard. Then I wanted to do what the website does: inspire the viewer. By showing an unfinished yard with the simple addition of a few products, I believed the viewer could begin to imagine the possibilities and get excited. That’s why my first thought was to use a photograph (illustrated in the ad to the right).

Read more of this post

Promotional Marketing and Brand Marketing: It All Starts With a Logo

We work in a multi-billion-dollar industry with many acronyms of what our industry is and does. Some of us refer to our profession as “advertising specialty distributors” or “suppliers.” Few categorize our business as “promotional marketing”: and even fewer call what we do “brand marketing.” Further convoluting our identity are the industry associations to which we belong: the Advertising Specialty Institute and the Promotional Products Association International. Our educational paths are a mismatch of everything from Certified Advertising Specialist (CAS) to Master Advertising Specialist (MAS) and the new educational entries BASI and MASI certifications. There are no formal degree programs for the advertising specialty/promotional product industry. 

In contrast, most of the companies we sell to and the people we assist all have direct monikers relating to what they do in their industries, such as CPA (Certified Public Accountant), M.D. (medical doctor), D.D.S. (doctor of dental science), CFP (certified financial planner) and many more. 

We all love what we do every day. Suppliers try to pinpoint what the distributor is trying to accomplish with their end users for sales or marketing success, such as placing ad specialties and/or apparel to build brand recognition and establish quantifiable returns on investments for marketing. Distributors are committed to identifying and meeting needs customers have to increase sales, launch new products or services, incent sales teams, increase trade show booth traffic or provide missing pieces in the puzzle for successful marketing plans.  Read more of this post

Managing from the Future

Man in business suit holding wooden swordI find the subject of complexity and chaos fascinating, especially in terms of its relevance to management. Consider these lines from the book, Surfing the Edge of Chaos:

Design, don’t engineer
Discover, don’t dictate
Decipher, don’t presuppose

To achieve our goals we have to manage from the future. Managing from the future means standing in the new future and undertaking a series of steps, not in order to get there some day, but as if you are already there (or almost there now). The task therefore involves removing whatever obstacles remain in the way to being there fully. The discipline of managing from the future begins with this mental shift. Read more of this post

5 Rules For Prioritizing That I Live By

How do you prioritize among your many tasks?I used to be a proud self-professed perfectionist. I’d spend days over one campaign email: researching, testing, editing, trying to get it just right. Then I got this job. (Kidding.) (Umm, not really.)

Now I have to turn out more work in a week than I probably did in a whole year then. And I quickly realized that my ‘perfectionist’ habits would hold me back if I didn’t learn to use them to my advantage. Also, I’d much rather write a blog post than research that new product we’re developing: and if I didn’t hang the latter one higher in the list and put an asterisk next to it, it would never get done.

I was a little surprised when my boss told me I’m good at judging priorities on my long list of tasks and doing just the few that will get us through that week (I’m also very good at procrastinating: watch out for that blog post.)

So, from a late-learner, here are some tips on prioritizing right (because you know as well as I do, you’re not getting everything on your plan done in time.) Read more of this post

12 Rules for Managing Conference Calls to Get Better Results

Conference callAnother consequence of being a company with employees scattered across many locations (including our three offices, client sites and employee’s homes) is that a lot of the communication that doesn’t take place via email happens over conference calls. My mornings are often so packed with calls it’s difficult to take a bathroom break. (If you think I’m exaggerating, this week I have my weekly team call, calls with each sales team, weekly calls with the new product development team, a call to discuss improvements to our website, a couple of calls with the CEO, a call with a client, a brainstorming session with the team, a call with HR . . . )

So how do I keep sane through all the calls? How do I make sure I disconnect from one call and start another while ensuring I make the best of my time and the time of the other parties in the conference?

Here are the rules I follow when I am hosting or organizing a conference call. Read more of this post

Finding the Right Prospects for a B2B Sale

Dartboard with mutliple targetsLast week, I received a call from a guy who wanted to know if I would be interested in buying two horses. While I live in the suburbs of Pittsburgh and we do have a few rural farms in the county, I’m sure my neighbors wouldn’t appreciate a couple horses running around our backyard! The seller told me he needed to sell his horses and was calling people in Pine Township to see if there was any interest. I told him I was not a prospect.

While the seller only wasted about two minutes for me, there are quite a few people who live in Pine Township, Pennsylvania. I can only imagine the amount of time this seller was spending to call people with no interest in his horses. After all, just because you want to sell something doesn’t mean there is anyone who will buy it.

Targeting the correct prospects for your products will increase your success rate. When I was in college I sold books door to door during the summer. They were reference books to help kids do better in class and improve reading. Note: this was pre-internet. Whenever I left one house, I would ask if the next couple of houses had kids. I did not want to waste time going to a home without children. This means every conversation enabled me to further refine my efforts. Read more of this post

From Print to Digital: Transform Your Business

After reading Todd Moshier rave about the presentation by John Paton at mediaXchange, I looked up the video. I have to agree with Todd: that talk was nothing short of inspirational. And while Mr Paton talks of and to newspapers, it struck me that his words are equally relevant for most businesses, including ours.

“the newspaper model is broken & can’t be fixed” #fail #naamxc11#jrc

“There is no general model for newspapers to replace the one the internet just broke.” (John Paton quoting Clay Shirky)

This isn’t true just of newspapers but of many businesses: print is declining. That doesn’t mean the skills or the objectives of print are redundant: you have to figure out what to work on and how to make it succeed. Quoting John Paton again:

Read more of this post

Designs of the Quarter: Q1 2011

This year’s first Designs of the Quarter are here! The categories this time around were pre-media, online ads and embroidery digitizing.

Pre-Media

I love this first design. The clean grey-on-white text, the pop of red, those luscious-looking strawberries . . . It just holds your attention and makes you want to read it.

Next Day Flyers Incorporates Affinity Express Design Services into Product Mix

Our client, Next Day Flyers, is promoting its new design services through which customers can have their information, including text, logo and other images, incorporated into personal custom designs.

Like Next Day Flyers’ printing, the turnaround time is quick. Once a customer decides to use the in-house design services, and information is exchanged, they usually receive an email proof in about 24 hours. When the design is approved it goes straight to print.

And guess who is providing those design services? You’re right. Read more of this post

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