SIX THINGS A NON-PROFIT CAUSE CAMPAIGN MUST HAVE

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By Jessica Cruz Although a non-profit’s main objective is to support a particular cause, it still must raise awareness of that cause to support it effectively.  Thus, non-profit brands face the same challenges as those encountered by any for-profit organization marketing products and services. They too, must compete with hundreds of other advertisers to gain attention and raise awareness of …

INTRODUCING CRUX CREATIVE’S NEW MANAGING PRINCIPLE – MATT HARMON

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Crux Creative is proud to welcome Matt Harmon to the company as Managing Principal!  With over 20 years in experiential marketing and exhibits, Matt significantly expands the scope of Crux’s creative services, both in the types and number of projects we can take on. To introduce Matt to our clients, I had the opportunity to interview him about his extensive …

STEP ASIDE MILLENNIALS; IT’S TIME TO TARGET THE FORGOTTEN BABY BOOMERS

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By Nicole Beatrice Gorelik Many companies seem to market primarily to millennials since, according to one Accenture study, this group spends about $600 billion annually. Companies like Coke, with its “Share a Coke” campaign, Uber, with its convenient app, and Toms, with its “trendy cause,” are just three examples of products that have clearly made marketing to millennials their focus. …

HOW TO GET YOUR FOOT IN THE DOOR WHEN SELLING ONLINE TO FOREIGN MARKETS

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By Jordan Robers Establishing a marketing presence in the online business-to-business community can be a daunting task, especially when you’re trying to reach a global audience.  Yet American marketers do have one big advantage – the global language of business is our own, English. Over 1.75 billion people are able to use English at a level that allows them to …

CREATIVITY IS ALWAYS WORTH CELEBRATING

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Using creativity to problem solve – whatever your industry, business or profession – is always in season. In honor of the recent holidays, here are a few examples of how employing a little ingenuity to wrapping paper, not only better met customer needs, but turned several small business owners into retail legends. How to create new sales by wrapping up old ones. Since the …

WORK YOUR NETWORK FOR THE HOLIDAYS!

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Network this holiday! The holidays are the perfect time to network for several reasons. First, people are more open to socializing with professional colleagues at all levels during this time of year. Second, on just about any given week from Thanksgiving to New Year’s, someone is throwing a party – including professional associations, clubs, vendors and, of course, most employers. …

WARNING! ADVERTISING CAN BE DANGEROUS

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As a creative marketing agency we have an enormous respect and affection for TV commercials. But sometimes, in the wrong hands, an ad can do real damage to your brand, your reputation and your business. Such is the case with the TV campaign the American Intercontinental University (AIU) is now running. Here’s an example of an ad that misses – …

5 WAYS A MARKETING AGENCY CAN HELP YOU

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Recently someone contacted us about our services and when we asked how he was currently marketing his business, he said, “I’m not. But I get customers from word of mouth.” Well, like the saying goes, “the best advertising is word of mouth,” but clearly, this fellow wanted something more or he wouldn’t have contacted a marketing agency. As it turned out, he wasn’t quite …

Save Money With your creative and marketing agency!

HOW TO SAVE MONEY WITH YOUR CREATIVE AND MARKETING AGENCY

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We appreciate and enjoy working with all of our clients. But sometimes if a client hasn’t worked with a marketing agency before, or isn’t aware of just how much marketing communications has changed in the last ten years, they may miss getting the most benefit they can from working with us. Here are a few tips that we hope will …

HOW TO MAKE YOUR TRADE SHOW EXHIBIT A SMASH HIT!

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Long ago, in the days when there were Don Drapers and Peggy Olsons still on Madison Avenue, there was a discount clothing store called Syms whose tagline was, “An educated consumer is our best customer.” It was, and is, one of my all-time favorite branding statements. It flattered the customer (always a good thing to do in my view) by ...

HAS RUDENESS BECOME THE NEW NORMAL?

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Recently I’ve had the same conversation with different friends about the rude treatment they’ve received from potential clients, recruiters and even networking contacts. Even though the circumstances of their interactions were very different, the result was the same – they were treated with rudeness for no reason. Here’s an example. My friend Dick is an outstanding art director and marketing …

What would you do if you weren't afraid?

WHO MOVED MY CHEESE, A FABLE ABOUT CHANGE

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Who Moved My Cheese? An Amazing Way to Deal with Change in Your Work and in Your Life,  by Spencer Johnson, was first published in 1998. It addressed the universal challenge of coping with change and the sense of insecurity that this creates. Of course, fear of the unknown has been felt by every generation and probably every species since ...

HOW TO GET MORE VALUE OUT OF YOUR AD AGENCY

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We’ve always been innovative and a step ahead of the crowd, – bucking trends, zigging while others zagged – and now we’re doing it once again by offering our customers valuable services for FREE! That’s right! While airlines are charging extra for the food, drinks and luggage they used to provide for free and doctors are tacking monthly concierge fees …

PLANNING AN EXHIBIT OR EVENT? Here’s how to use pre-show mailers to boost attendance and ROI

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I’ve designed more pre-show mailers and post-show mailings over the years than I can possibly count. And I know that the return on these mailings is well worth the cost as long as they are strategic, support the company’s brand and have a message that’s meaningful to the audience. To start with, your mailer should do three things: • Get …

EVERYTHING OLD IS NEW AGAIN – ESPECIALLY IN MARKETING

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  Hope you had the chance to see our Facebook posting on Wednesday, July 9 with a link to a blog by John Hall – “Content marketing is a long-term commitment, not a campaign.” (If not, just click.) Hall makes the point that Web content, blogs, and of course, social media postings should be about relationship building – not selling something. We’re …

YOUR BRAND. IT’S MORE THAN JUST A LOGO.

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To many people (even those in marketing who should know better) a “brand” is a “logo” or icon that visually represents a company, association or organization. Sometimes this logo is enhanced by a one-line description of the company or its product called a “tagline.” But a brand – your brand – is much, much more than that. It’s what distinguishes …

TIPS ON BRAND STRENGTHENING

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Here at Crux we don’t like to call re-branding re-branding. Instead we prefer to call it a brand strengthening. We help companies improve and enhance their brands. It is our job to point out what is working and what isn’t doing so well for your brand and provide solutions as to how to fix the issue(s). Its pretty obvious what …

BLOGS AND BREWS

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I gave myself homework. 
Nope, I’m not in school. I am learning, though. I’m writing… blogging, if you will.
 After five years working for a commercial printer, I took a new career path as Director of Sales and Marketing at Crux Creative – A Design Agency.
 One of our many services is designing and building websites. In my presentations to …