Given the make up industry has a very loyal customer base Face Stockholm are hoping to use a PR offensive and a free make over with purchases over a certain amount. Coupled with online marketing and strong POS activity were hoping they are going to make an impact in a pretty competitive market but lucrative market.

Nic.

The ads are showing a ‘doctor and mask’ and at second glance we see he is studying abook. Teh second is depicting a USB port and plugging into all of Pfizers expertise

Its been a busy start to 2011 for Truth Marketing. We’ve been in deep consultations with Caffe Vero (Italy’s coffee of choice) over marketing strategies targeting the massive growth industry of coffee suppliers. This industry is currently monopolised by La Vazza and Illy who are also two fine coffee Brands. With an industry worth billions Caffe Vero of Italy are now looking to expand their brand to the far reaches of Europe and America and have been in heavy talk with Truth on ways to target the UK Market.

Having researched the three coffee brands we’ve found encouraging evidence that Caffe Vero is actually prefered to the better known brands. Along with a push to raise brand awareness in the B2B through targeted communications,  Caffe Vero are also looking to target large super stores with point of sale promotions to drive sales and awareness.

Dominic

Truth have been tasked with driving sales and traffic initially over the warmer months this summer but with a bigger picture in mind of creating wide spread brand awareness among water sports enthusiasts and leisure lovers alike.

And with the final contracts being written for a number of Olympic teams from different countries the National Water Sports Centre has never looked so good.

The main objective will be to raise the centre profile as being accessible to all. Truth will be using a number of online marketing strategies including:

cost per aquisition deals, targeted SEO, affiliate marketing, social media and networking, blog and forum marketing, partnership promotions and key word data buying to name but a few.

The NWSC has gone through big changes in the last two years during their hand over from Sport England and finally everything is in place to take the centre and its facilities to a larger audience. Truth are very proud and excited to be working on such a large capital programme for Nottinghamshire County Council and are looking forward to putting NWSC on the nationwide map.

Truth Marketing have been consulting for NCC on behalf of their latest and proudest visitor attraction – the Robin Hood Visitor Centre. Plans have finally been signed and the launch should be in 2011. With plans to originally launch sooner NCC were advised from Truth to partner the new Ridley Scott film, Robin Hood, which would have been the perfect exposure for Nottinghams premier visitor centre. Having worked with Truth on the precurment of that partnership promotion, it was finally stopped due to new budgeting and scheduling.

With many twists and turns in this years council budget and the delay of the visitor centre it has been eventually agreed to promote a Robin Hood Month of May and a joint promotion with the Hollywood blockbuster opening. It looks set to be an action packed month with festivities and events promoted all over the counties historic locations. The community of Nottinghamshire will be dining yet again on the legend of Robin Hood, first with a Hollywood blockbuster and then weekend after weekend of events. After a particularly dificult winter It will prove to be a wonderful way to start the summer and a great alternative in promoting the new visitor centre.

Design that sells

We believe that design has an important role to play within the delivery of a project, but for us design comes into play much later in the process after we have created the substance needed to ’sell’.

Vodafone – Truth Marketing

Above is what we regard as the perfect blend of style with substance. Design has been engaged heavily in this campaign we did for Vodafone, but not without the whole strategic process and USP directing us to do so. Therefore the design is more purposeful and directly relevant to the end consumer and sales were significantly higher.

Packaging

From brand to packaging, web to direct mail, point of sale to online marketing, advertising to sales promotion, our primary focus is of selling our clients products and services with clear strategic thinking and creative work focused on our end consumers needs. Design is then used to unite all of the marketing objectives but with clear direction born from our process. Using this direction, over use of design and ’style’ over ’substance’ is avoided, as we create highly effective marketing with the correct balance of design.

Walkers and Nouvelle – Truth Marketing

Packaging point of sale campaigns need to be impactful as the length of media exposure is 1-2 seconds. This is where we also use design heavily to engage the consumer but not at the expense of the simple benefit and proposition of the marketing that gives us our results. All three campaigns above had a substantial customer response and interaction with the promotion.

Point of Sale

Static ‘point of sale’ can be more discreet with design and stay within the brand values of the product, as the exposure time to consumers is longer.

T-Mobile and Malibu instore and event POS – Truth Marketing

Subtle use of brand but with semi heavy use of design gave us two award winning POS and event campaigns. Customers felt inspired to interact in high numbers allowing both brands to display their products and services with great results.

Web and Digital

The net has brought to the creative industries a whole new book of rules. Whether its brand awareness microsites like the one below we did for Nike, or E-commerce sites aimed at purely sales, design choices on the internet could mean the difference between sales peaks and troughs. The net is the first true medium that enables us to analyse our customer and traffic habits 100% of the time and weekly, even daily design changes on brand direction are common.

Nike Microsite – Truth Marketing

Competition on the net has empowered the customer. A customer can see all the brands they require from the Google first page giving them the edge on price and product information. Design on the internet is paramount in fighting this battle of home shopping. A ‘cheap’ site could start alarm bells and an expensive looking site could alienate customers too.

Have a look at our heavy use of design above on the ‘Nike OS’ microsite. A youth brand with immense competition needs the latest of design techniques to compete and stay ahead of the game. The site was instrumental online, taking data and driving sales for the OS football boot.

Brand

Brand is the foundation of design direction and research is the direction of the foundation. It is essential to use research when taking a brand into a fresh market. A niche must be found along with a significant unique sales point before any design identity should take place.

Simpson & Teale – Truth Marketing

Our recent brand development research for Simpson & Teale helped direct the interior design as well as the brand identity. The client was able to see everything of his boutique experience before investing millions in contracts and shop fittings across the UK and the Middle East. Simpson & Teale have now gone global in China opening in over 50 new malls. A simple yet accessible brand development using design sparingly.

Direct Marketing

Response driven marketing needs to have instant triggers along with highly targeted traffic. Whether B2B or B2C design plays it part in direct marketing by engaging with a proposition and ending in a benefit. Information is king with direct marketing as we only have a small window of opportunity. Design needs to be used to carry the customer through the journey seamlessly to a call to action.

Calor Gas B2B and B2C – Truth Marketing

A strong identity using a glourious flame was created for our calor gas campaign. Striking a balance between impact and information, design was used to engage and inform the customer of a particular benefit personal to their lifestyle. Incentivisation was used for B2B, but the brand campaign was unified in both markets by way of design and strategy working as one.

The response rate for Calor was significant throughout the campaign along with a strong message to the competition that Calor had rebranded and re-loaded.

Truth Marketing free consultation

Whether campaigning in multi media or point of sale and direct mail for B2B markets, design is the tool that should be used to sharpen clients marketing, not to drive it.

At Truth we have won some awards for design, but in truth we have won more for marketing. We enjoy looking at great design, but we enjoy looking at great results even more. Nothing gives us a better feeling of satisfaction than analysing our campaigns and seeing clear return on investments for our clients.

From SME’s to blue chip clients, all of our projects go through the same process of development giving our campaigns well-crafted design with purpose to the brief. If your design and marketing needs a fresh strategy and branding, call the team today to discuss your needs and in return we will give you a face to face marketing consultation for free.

To your success. Cory Siddall, CD/MD

Truth Marketing – 01623 600 828

cory@truth-marketing.co.uk

And there’s even more amazing ground breaking technology around the corner just waiting to be patented and marketed to the ever waiting consumer. Take a look at your future, today…

Cloud – a magnetic floating sofa for a comfort and relaxation like no other

Cloud is a future sofa concept designed for ultra comfort and relaxation. The soft floating upper part is supported by the magnetic force generated by the steel base. regardless if you want to work and sit with comfort or simply power nap to release the stress, you will always enjoy your time when relaxing on the floating cloud.

Internet and mobile phone glasses -Fully integrated, voice activated mobile phone and internet visor.

The future is now and this example shows us how technology will be imagined in real life.

Blutsbruder Design are developing some interesting work on gadgets that could very soon be fully integrated into our everyday lives, ranging from glasses with a wealth of information on the interactive map, from mobile phone to voice activated internet visors. Everything will be available at the drop of hat without moving a muscle.

4 Senses Lounger – sensual relaxation!

Innovative Looking, Listening, Smelling, Feeling. This is the 4 Senses Lounger – feeling healthy means to feel, listen, look and smell in synergy. Soothing music is not just heard but also experienced! Integrated vibration pads built in under the Astral Lounger surface serve as a membrane that gently transfers the vibrations to the user. The cognizance scenario is complemented through light effect which is even recognizable with your eyes closed.  Diffused siting over the transparent and most comfortable hygienic lounging surface. Light – Sound – Vibrations are synchronized and therefore act especially harmonic.

light changing Bed – Full colour spectrum ambient sleeping bed

Starting with a synthetically designed fabric that changes colour with the infinately changing colour spectrum, this bed will slowly soothe your senses as you feel the infinite smoothness of the ever changing colour spectrum,  Asleep yourself softly into a prepared sleep state for dreaming.

Infared Coach – Heat penetrating couch for the whole body mass

The futuristic infrared couch gets a five-star rating for its innovative design. The impresive design is complemented with the most advanced infrared technology. The infrared couch integrates a flat precisely dosed infrared heat system with easy temperature control function, soothing and repairing the whole body and tissue fibre at surface cell level, leaving the individual feeling new and re-nourished.

• A poster is a visual representation of information and should be designed as such – do not reproduce your written paper in poster format.
• It should be understandable to the reader without verbal comment as you will most likely never be around when your audience will be viewing it. Keep it simple, informative but to the point with a ‘call to action’ at the end.
• Remember, you are trying to catch the delegate’s attention so impactful and intelligent design is needed alongside a headline that inspires the viewer to read the rest of the communication.

Poster Content

• Make sure the title or the name’s are prominent and eye-catching
• Tell a story: provide clear flow of information from introduction to conclusion with a ‘call to action’
• Focus on your major proposition which should be single minded- a common fault is to try to cover too much. Few people are going to read everything on your poster, so get to the point.
• Use graphs, tables, diagrams and images where appropriate. Use boxes to isolate and emphasise specific points, but only if fully needed.
• If you add an LSE logo, follow the corporate guidelines for best practice

Design Sugestions

• Make use of the space at your disposal, but do not cram in the content – white space is an important part of the layout, and good use of it can make a poster elegant and arresting.
• Use colour sparingly – limited use of a few colours is more striking than a ‘rainbow’ approach. Think about why you are using colour; it is especially useful for emphasis and differentiation.
  • Avoid colour combinations that clash (e.g. red on blue) or cause problems for people with colour-blindness (e.g. red and green in proximity).
• Use white or muted colour background

• The flow of information should be clear from the layout; if you have to use arrows to indicate the flow, the content should be re-arranged.
• Follow guidelines, which may be quite specific about paper sizes, font sizes etc.
• The title text should be readable from 6 metres away – at least 48-point text. (Note that if you are creating your poster in A4 format, to be blown up to A1 format later, the final printed font size will be approximately 3 times the size you are working with.)
• The body text should be readable from 2 metres away – at least 24-point text
• Choose a clear font with large inner space (i.e. the space inside the loops of letters such as ‘o’, ‘d’, ‘p’). Great examples are Arial, Verdana, Georgia or Helvetica.
• Keep the word count as low as possible within your communication objectives

Creating your poster

You can use Microsoft Word or PowerPoint to create your poster. These are not graphical layout applications, but they are adequate in most cases. (for a proffessional programme use Quark Express or In Design)

• PowerPoint – create your poster as a single slide. You can set the page size when you start using File > Page Setup, so if you want an A1 poster (594mm × 840mm), you can specify this before you start (there may not be an A1 option, but you can enter the dimensions manually).
  • PowerPoint also allows you to add guidelines to help you line up the poster elements. Use View > Grid and Guides… and tick the Display grid on screen box.
• Word – create your poster as a single side of A4. You can always scale it up when you come to print it.
  • Word does not have guidelines as such, but you can get a grid by showing the Drawing toolbar (View > Toolbars > Drawing) which will probably appear at the bottom of the screen, then from that toolbar choose Draw > Grid… and tick the Display gridlines on screen box.
• both applications – use the Drawing toolbar to add text boxes to the screen. This allows you to control the way the text is positioned on the page.

When the poster is designed, you should convert it to PDF for printing, using PDF Creator or Adobe Acrobat. The conversion process can be problematic: edges of words and images may be cut off near to the margins, images may appear degraded or misshapen, poster elements may have shifted and become overlapping.

By ironing out these problems at the conversion stage, you avoid nasty surprises later when you come to print it out. When the PDF looks good, you can be sure that the printed version will also be good.

Test your poster early, and regularly, by converting to PDF and printing to A4, to make sure you’re not storing up layout problems that will be difficult to correct later on.

PDF conversion of Images

When converting your poster to PDF, take care that your images are not effected in the process. They may look great on-screen but then look blurry when printed as A1 or A0.

The following process, in Word or PowerPoint, will ensure that images retain their resolution up to A0 size (provided that they were sufficiently high-resolution in the first place – 300 pixels per inch should be sufficient). You can use these A0 settings even if the final poster will be printed as A1.

First, set the page size:

• File > Page setup…
• (Word only) Choose Paper tab
• Set Paper size (Word) / Slides scaled for (PowerPoint) to Custom
• Set Width to 84.1cm and Height to 118.9 cm (A0)

When using PDFcreator to convert to PDF, you have limited control over the conversion process, but you do need to set the paper size for the conversion:

• File > Print…
• Choose PDFcreator as the printer and click Properties
• Click Advanced…
• Set paper size to A0 if available, or Oversized A0 if not

When using Adobe Acrobat:

• Adobe PDF > Change conversion settings > Advanced settings…
• Click the Images folder on the left
• Set Downsample: Bicubic downsampling to: 600 pixels per inch for colour and/or greyscale, as required
• Set Image quality to Maximum for colour and/or greyscale, as required
• Click OK. You might have to save the new settings.
• Finally, Adobe PDF > Convert to Adobe PDF

Going to print

LSE Reprographics only has facilities to print up to a size of A3 (42cm x 30cm). If you want a larger poster (A2, A1 or A0), you will need to use an external printing company. Most companies will accept your poster as a PDF file, which you can deliver on a CD or a USB drive, but check first to see if there are any particular requirements.

Web resources

There are lots of fantastic resources on the web with information about how to create posters for begginers. Much of the guidance below is quite general:

• Competition-winning posters from the University of Liverpool, 2009. The winners from 2008 area also available.
• University of Leeds’ 2009 postgraduate poster competition.
• UCL’s Computer Science department have produced an FAQ for how to produce a good poster.
• University of Newcastle’s Department of Chemical Engineering and Advanced Materials have tips and guidelines for poster presentation of research work.
• American Anthropological Association offer Creating Anthropology Conference Posters: A Guide for Beginners which is relevant to all social science posters.
• Creating effective poster presentations by George R. Hess of NC State University and Leon H. Liegel – Oregon State University. A interactive tutorial about creating posters.
• Glasgow Caledonian University have some advice for students preparing poster presentations.

Image sourcing

These are sites where you can obtain copyright-free images for use in your posters:

• MorgueFile – probably the best single source of free photos.
• Wikimedia Commons – archive of free multimedia content submitted by Wikipedia users.
• Education Image Gallery. Free images from the Getty collection.
• Google Images using the ‘usage rights’ filter.
• Flickr Creative Commons – an index of all Flickr images for which the owner has specified a Creative Commons licence (which usually means you can use it)
• FreeFoto.com. A collection of free photographs for private non-commercial use.
• Image*After – large, free photo collection, with images free for any use.
• The Creative Commons search allows you to search Google, Yahoo, Flickr and other sites for material that is licensed under the Creative Commons – which usually means you can use it without charge in a non-commercial context.
• For more sources of images, see CLT’s multimedia resources listing.

Good luck and have fun. We’ve been working for clients for 15 yrs and creating posters is a great way to enjoy the creativity we have at Truth Marketing. Please take a look at the rest of our site to enjoy all the other posters and adverts we have done.

Entering a new decade, we wanted to do something special to celebrate 10 fantastic years of working in the creative industries. So we’ve been sifting through all our best ideas that were never produced so we can share with you campaigns that just might have changed the face of some of the biggest brands in the world.

We hope you enjoy this rare glimpse of a maketing agency’s best loved campaigns as much as we enjoyed rediscovering them.

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1) Gales Honey

At the top of the list a sweet campaign idea for Gales Honey that almost made it into the public domain.

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2) Pearl Drops ‘Smokers Mouthrinse’ TV

It was a tough call between 1st and 2nd, as we love the creative we came up with for Pearl Drops Smokers Mouthrinse. Both Gales and Pearl Drops make great use of humour and these TV ads would have made a wonderful brand campaign.

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3) Porsche Cayman (online)

Online advertising is often restricted by size, data and loading speed. This Porsche campaign was a real winner for the brand and although it was never selected we love it for its simplicity and brand essence.

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4) The Hybrid Car

The very latest in environmental cars and we loved this brief. Having created a number of campaigns for car brands we relished the totally fresh proposition with the Hybrid Car.

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5) Volvo c30

The unusual Volvo C30, equipped with handsome looks and quirky design features came in at number five.

Created around animal instincts and the example of cats and dogs moving away from the usual desires.

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6) The Economist (online)

A simple execution following the fantastic brand advertisng for The Economist newspaper. Sit back, relax, the Economist has it all.

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7) The Subaru Forester SUV

We like this campaign as it was a tough brief. How to show multiple cars in one. A complex brief with a simple, yet motivating idea.

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8 West End Play: Private Wars

The remake of the original war play where three privates who are injured and recovering are kept in a army nursing unit with nothing but time to think about their lives ahead. This was going to launch across the country then make its way to the West End.

A great visual concept.

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9) Feminax Period Control (Radio)

What fun we had with this brief. How to sell a product that ends period pain fast. Why not doing something around ‘period dramas’ we thought. So we did.

10) AA Breakdown. (Radio)

And finally, how about a jolly ad campaign to sign-off a fantastic decade of creative excellence. No better than this AA campaign for summer motoring.

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Truth Marketing had been working on the sales promotion campaign throughout the later part of 2009 and was scheduled to break early January, hoping to capitalise on the belated Christmas spirit. And it did just that.

With sales of the UK restauarnt’s taking a dip in January and Febuary along with weaker sales Monday to Thursday, Truth created a brand campaign promoting the wonderful midweek night promotions on offer. And in true Hooters form we came up with a blockbuster idea…’School Nite’ promotions. You guessed it, the cheekyness of the brand needs no introduction and the cheekyness of enjoying a ’school nite’ knees up perfectly fits the brands essence.

“The hooters brand needs no explaining so we promoted less of the brand and more of the evenings that historically take a dip in sales at the start of the year. With drinks and food promotions along with retro entertainment and sporting events, Hooters quickly developed a full mid week curiculum for the Uk male based around our ‘School Nite’ campaign promotion.

In house posters and tent cards were created along with till receipt promotions and urinal advertising. Outdoor advertising was utilised along with local traveling bus back and side media. Naturally Hooters had a long list of data collected over the years and a direct mail campaign was launched to coincide with the start of the downturn. All the marketing was driving traffic directly to the restauarnt’s or new UK website, where more data capture and information of the ‘School Nite’ promotions existed.

Its been a great project to be involved in. From a global brand perspective everyone knows Hooters and now they are looking to open even more restaurant chains in the UK. So here’s to a great night out for all the team involved, to a successful campaign lauch for 2010 and a new client on board the Truth Marketing roster! Now surely that’s the last festive party for a while…”

Cory and Samantha