Kalico Joins the {ADDY} Circus!

Yep, we did it. We ran off and joined the Circus. OK, OK, so we didn't join the actual circus (though imagine what it would be like to swing from a trapeze or walk a tight rope!) But we did attend ADDYs Under the Big Top—and boy did we have a great time!

The AAF Greater Frederick, our local chapter of the national trade organization, the American Advertising Federation, hosted a vintage circus-themed awards event this past weekend—complete with sword swallower, unicyclist and other amazing circus acts. The ADDYs is a three-tiered competition celebrating the best creative work in the advertising industry—from graphic design, to illustration, video and web design. We were honored to join our fellow creatives and cheer on the amazing and talented advertising community in our region!

Best yet, this year Kalico was awarded two silver ADDY awards: one for the editorial design and layout for the "Trip Across the Sky" article in Find It Frederick magazine as well as the logo design for Noteable Progressions Music Therapy. We are so lucky to have such wonderful clients and are truly honored with these awards!

Congratulations to all of the Frederick-area ADDY winners. We sure are lucky to be in business in an area so rich with creative talent, and so blessed with such supportive colleagues! 

Marketing to the Universe and Beyond…

In my last post, I mentioned the recent AAF Greater Frederick roundtable session on Guerrilla Marketing that I attended. (which was awesome, thanks to presenter, Whitney Hahn of Digital Bard!). Not only did I learn 7 Great Guerrilla Marketing Tactics, but I also learned a different way to think about who I market to.

Most likely you've already determined who your target market is. And your self promotions are probably created with this target in mind. That's great. BUT, the Guerrilla Marketing approach makes you think differently about where to direct the bulk of your marketing efforts. Here's the breakdown in a nutshell:

 

1. 10% of your marketing should go out to the universe. This includes your website, twitter accounts, facebook, etc. It's your marketing that everyone can see.

2. 30% of your marketing should go to your target audience. This can include self promotional mailers, advertisements in a certain publications, etc. This is the marketing that is directed with a specific target in mind.

3. And, 60% of your marketing should go to your existing clients! After all, if you've done your job right, delivered your product or service, and met or exceeded their expectations, they'll be your best bet for repeated business and/or referrals. Don't forget about them! This can include eNewsletters, referral rewards programs, thank you notes, self promotional gifts, or even a simple phone call.

So, what can you do right now to start marketing to your existing clients? We'd love to hear your ideas, input or suggestions that have worked for you!

The Guerrilla in the Room: 7 Key Guerrilla Marketing Tactics

Last week I enjoyed a business roundtable discussion through the AAF-Greater Frederick discussing Guerrilla Marketing tactics. First, huge thanks to presenter, and certified Guerrilla Marketing Coach, Whitney Hahn of Digital Bard as well as to the event sponsor, Flying Dog Brewery!

If you're unfamiliar with the topic, according to their official website Guerrilla Marketing is a "body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money." Basically it trains you to think outside the box with your marketing efforts, to think with your creativity, not your wallet. As a small business owner, it is very eye-opening and helpful!

The presentation started with 7 Key Aspects of Guerrilla Marketing. I've outlined for you below and hope they'll help you with your ongoing marketing:

1. Set Goals. Make the goal specific, including a designated time frame and quantifiable outcome.
2. Identify Your Target Audience: Again, the more specific the better. (This doesn't necessarily mean the only audience you will do work with, it means who you will target your marketing to)
3. Define Your Benefits: Know the different between a feature vs. a benefit. It's not what you make what you use to make it, it's why and how does that benefit your client. Always try to see it from the client's perspective.
4. Decide Your Niche: Your niche is partly your targeted audience, and partly how you go about doing what you do. It's your audience AND your process.
5. Use Your Weapons: Guerrilla Marketing identifies several low-cost or no-cost marketing weapons ranging from something as simple as your email signature and/or your voicemail message to more complex things such as your corporate brochure or where a QR code directs to.
6. Identity: This is your entire corporate culture. Who you are, not how you want to be. It's who you are when no one is looking.
8. Set Your Budget: Always be sure to set a budget for yourself. This will keep you from over-spending as well as under-spending. (Under spending means you will be less likely to reach your goals).

If you're interested in learning more about Guerrilla Marketing, feel free to visit their official site at www.gmarketing.com or, contact Whitney Hahn for marketing coaching seminars. Do you have any additional marketing tactics that work for you and your business?

Solving the Mystery of Who Won It…

This past weekend was award season! Yes, we got to watch Hollywood's elite at The Oscars (complete with J-Lo's possible "costume malfunction" and Angelina Jolie's leg). But, more importantly, in my hometown, we celebrated our local ADDY Awards, the American Advertising Federation's awards competition celebrating the best in advertising and design. As president of my local organization, the AAFGF, I couldn't have been happier with the success of our local awards gala, and was thrilled to celebrate the creative and talented advertising community in our region!

This year's ADDY theme was Clue, with an old Hollywood Glam feel to it (yes, I even tried to dress the part, white gloves and all!). The decor and location was amazing, as were the many professional and student entries on display. Despite being extremely nervous (as in practically shaking, people!) about having to start the night off with a welcome speech as well as give an award presentation, the overall night was extremely fun and exciting.

And, best yet, Kalico Design walked away with a Silver ADDY award for our cover designs for Find It Frederick Magazine! We love working with Find It and are thrilled with the accolade! 

Congratulations to all of the Frederick-area ADDY winners. We sure are lucky to be in business in an area so rich with creative talent, and so blessed with such supportive colleagues!

(Event photos to come soon!)

Madame President

I think I've mentioned a few times in previous posts about my active involvement in our local American Advertising Federation chapter, AAF-Greater Frederick. Last year I served as the vice president, and this year I am happy to announce that I will be serving as board president! I am thrilled to be a part of this organization, and have a wonderful group of volunteer directors who will be helping me out!

So what exactly is the AAF-GF? Glad you asked:
The AAF – Greater Frederick is the regional professional organization for individuals who work in advertising, marketing and related fields within central and Western Maryland. Established in 1989, AAF – Greater Frederick is one of 210 local chapters of the American Advertising Federation (AAF), the national organization that acts as the “Unifying Voice for Advertising.” The AAF is divided into 15 districts and our local club is part of District 2, which includes New York, Pennsylvania, New Jersey, Maryland, Delaware, and the District of Columbia.

The AAF promotes and protects the ethics and principles of good advertising, advocating the rights of advertisers as well as educating policymakers, the news media and the general public on the value of advertising and its importance to our economy.

At the local level, we offer a variety of programs, including meetings featuring industry-related speakers, professional development workshops, educational seminars, scholarships, public service initiatives, social events and award competitions recognizing excellence in advertising.

If you are in the advertising, marketing, graphic design, web design, or other creative industries in the western Maryland region, please be sure to check out the AAF-GF and join us at one of our upcoming events this Fall!

And the Award Goes to…

This past weekend was a big time for awards. Never mind the Oscars (although I was happy with Natalie Portman's Best Actress award!), but I'm talking about the ADDYs! The ADDYs is an annual awards competition honoring exemplary advertising and design work. This past Saturday, the AAF-GF (the local chapter of the national American Advertising Federation) celebrated local talent with their ADDY Awards Gala—"Through the Looking Glass". AND…yours truly was awarded with three silver ADDYs—YES!!

Winning awards for our work with the Downtown Frederick Partnership and Find It Frederick magazine, plus for our own self promotion was, well, awesome! (click on the links to view the work) But, what really struck me as special about the evening was the camaraderie and support among the companies in attendance. Sure, we all wanted to win awards, but we were still cheering, hootin' and hollerin', when our colleagues were awarded for their work as well. I was very appreciative of the mutual respect and feel honored to be part of an organization full of so many creative folks!

The AAF-GF member roster consists of many small businesses, including a lot of single business owners like myself. Rather than being tight-throat and competitive, most members of the organization lean on each other for support, guidance and collaborative efforts—it truly is an amazing network of people! So, while I definitely thank my clients for allowing me to work on such fantastic, award-winning projects, I also want to thank all the AAF-GF members who have played a part in helping me get Kalico Design to where it is today. So, THANKS!!

[PS-I would be remiss to forget one other thank you. Apparently I forgot to thank my husband who helped me assemble the Kalico holiday cards as well as encouraged me to enter the Find It Frederick magazine covers, two of my three ADDY award winners. So, Jimmy, THANK YOU, now the whole world knows (or at least the three people reading this blog)]

And to conclude, I leave you with my cheese ball photo, taken right after accepting my first award. I like to title this one "Ode to Dork-ness".