For the Graphic Designer, prepress means the procedure to prepare digital graphic design files for printers and vendors. These steps of preparation can include proofreading, revisions, checking size, fonts and color, and output of the file in correct format. Prepress at a printer can include making separations, platemaking, creating blue lines and color proofs. The steps stay basically the same on each job and when you do them professionally for several years you may notice signs of how they affect your life. Below are the top ten signs you may be a prepress pro:

1. Double spacing after periods in body copy REALLY bothers you.

2. While driving home after a long day using Illustrator – you imagine creating bezier curves with your car on the highway.

3. You get called nicknames like Genius, Design Darlin’, Design Dumplin’, Graphics Guru or Speedy Spice (from way back – Spice Girls).

4. You really wish you could do a “Command Z” on some actions in life.

5. You are fatigued explaining “Bleed” has nothing to do with losing precious bodily fluids.

6. Continuous tone is not about the car alarm that went on for hours in the neighborhood last night.

7. You feel nausea when you see the font Comic Sans or any True Type font or encounter a Microsoft Word file or Illustrator file used as desktop publishing software.

8. Dummy means an example of design work. You have a lot of other words for stupid people and dingbat is not one of them either.

9. Acid free paper is not about being completely bummed at a Rave.

10.Eating a meal is a major distraction. When you do get out to a restaurant and look at the menu, you recognize the fonts, typos and double spaces after periods instead of the food. Besides, fonts are considered a food group.

What signs have you noticed?

When producing a radio spot, it’s not as easy as just writing a script, recording the spot and then trafficking it to the radio station. A lot of steps, that include everyone from the account team to the creative team to the client, are required prior to even talking to the studio that will be producing the spot.

Last week, we completed the production of a radio spot for our client in Mission Valley, Hazard Center. We have a specific process that we follow here in order to ensure the best quality work while being as efficient as possible. The steps we took to producing this spot are as follows:

Step 1 – Determine when you want your spots to run and on what stations. Based on your budget, this will determine if you can produce a :15 or :30 spot, how many spots you can run and if you have enough to negotiate a promotional tie-in.

Step 2 – The account team then writes a creative brief. This brief includes all necessary information on the client: who we are talking to, what we’re trying to convey in this spot, what station(s) we are running on and if there are any mandatories. Pretty much, it is the road map for the creative team to follow.

Step 3 – Obtain approval from the client on the creative brief. This is crucial. You must ensure the client is on the same page as your team prior to beginning any project.

Step 4 – The creative team, usually an art director/creative director and a copywriter, concept and write 2-3 scripts. If a sound effect or music is needed within the script, they will write a brief description of what it should sound like. For example: SFX: Louder growl

Step 5 – Internal review. The creative team reviews the scripts with the account team. This is the time for the account team to ensure all mandatories are met and the scripts follow the provided creative brief.

Step 6 – Client presentation. The account team reviews the creative brief with the client to bring them back up to speed on what we are trying to accomplish with the spot(s). The creative team then discusses the rationale behind each concept and reads the script to the client. Our senior copywriter, Rich Parubrub, does an excellent job impersonating the sound effects.

Step 7 - Client approval. This is when the client selects which script they would like to proceed with. This is also their opportunity to provide feedback on any revisions or additions they would like.

Step 8 - The account team discusses the spot, budget and timing with the recording studio that will be producing the spot.

Step 9 - The creative team reviews the approved script with the studio. This is where the type of talent they are envisioning and sound effects are discussed.

Step 10 - The studio has 2-3 days to compile their recommendations and send to the creative team to review. The creative team makes their selection based on these. If none of them work, they go back and compile second recommendations.

Step 11 - The studio then books the talent and sends them the script in advance for review.

Step 12 - Recording day. You always start with the voice recording. You want to get the talent’s part done first. Otherwise, you’ll have to pay them for the hour (which can range from around $150 – $500) that they are just sitting there while you pick out sound effects. You always need to make sure you have the client’s budget in mind. This is where the creative team gives direction to the talent on the type of voice, read and which words they want them to really pronounce when doing the read. The talent will do a couple reads of the entire script first to warm up.

Step 13 - Fine tuning. Once the voice talent is comfortable with the spot we begin recording in phases (usually line by line). The talent will read the line 3-4 times in a row, each time a little differently. We pick the one we like and move on to the next. We continue this process until the entire script has been read. We listen through the entire spot at least 15 times to make sure it all flows. Generally, you need to go back and have the talent re-do a few lines so the voice and speed is consistent throughout. I will say, I always thought you had to read the entire thing all the way through until you got it right. It’s amazing how technology allows you to cut and paste and have it sound like one fluid read.

Step 14 – Adding in sound effects. When needed, these are added in in between words or in the background, based on the creative team’s vision. Sound effects typically are the hardest part of producing a radio spot because you don’t want them to overpower the message you are trying to get together.

Step 15 – The studio puts the entire spot together and sends to the agency for review. It is crucial you have the spot nailed prior to leaving the studio. If you want changes after that, you have to pay for additional studio time.

Step 16 - Client final approval. Once the agency approves, we send the spot to the client to review and approve.

Final Step - Once it is final approved by the client, the account team traffics the spot to the station.

It might seem like a lot of steps, but all of them are necessary in order for a good, quality spot to be produced. In the end, Hazard Center’s spot went from a script written in a Word document to this.

Hazard Center Radio Spot

We practice what we preach. You may have had the opportunity to read my last post regarding how to create an effective integrated ad campaign. I’d like to share a recent example of how we executed this task in our local market here in San Diego.

Bailey Gardiner has had the opportunity over the last six years to have Del Mar Thoroughbred Club as a client. We recently implemented a social media and online advertising campaign for them. Through this new media opportunity we developed a relationship with another up and coming site here in San Diego called SoundDiego.com. This site is an affiliate of NBCSanDiego.com and provided a unique opportunity to allow us to promote the Del Mar Concert Series through several touch points.

Sound Diego covers local music and provides a unique platform for us to integrate an advertorial broadcast segment into a piece that looks just like content. The video segment was shot at Del Mar and aired first on SoundDiego.com as a sponsored video segment. The video appears as every other video on the blog and all pre-roll was removed.

The following day it was then aired on NBC’s 4 o’clock news as a SoundDiego “in news segment” done on Del Mar, yet actually packaged as a commercial buy.

Why is this important? This video not only aired in broadcast news time and on the SoundDiego blog but has also been embedded on DelMarScene.com (the client’s site) and also used as content for our Social Media campaign with posts on the Facebook page and Twitter account. We were able to touch the audience through multiple points using advertising that actually communicates the client events and brand as content. Advertisers need to think about creative ways to communicate using not only new mediums such as social media but also traditional channels such as television. When you are able to develop content that users want to engage with, you can create effective advertising that has legs across several mediums.

Check out the video on SoundDiego.com

Bailey Gardiner is looking for a graphic design intern for the fall quarter/semester.
A little about you:

• A college student (junior or senior) majoring in advertising, art direction, graphic design or something similar
• Must be able to obtain college credit for the internship
• Willing to commit to a minimum of 16 hours per week, set hours are preferred
• Has a student portfolio of design work
• Working knowledge of Adobe Creative Suite. Experience in Flash/Fireworks/Dreamweaver is a huge plus
• A well-organized, self-starter who shows ownership over assignments
• Some production experience preferred
• Excellent communication skills – both oral and written
• Must have a good attitude and aspire to do award-winning work
• Eager to learn
• Creative

A little about your responsibilities:
Assist the creative team with the following:

• Assist team members in research, concept development, designing and mounting of logos and creating collateral pieces, websites, identity and stationery packages
• Accompany senior team members to photo shoots, press checks, client meetings and assist in photo and art research when necessary

This position is unpaid and only open to current college students who can obtain college credit through the internship.

The experience you will receive at Bailey Gardiner is invaluable. We will take the time to teach, support, provide you with responsibility and of course, have some fun.

For a little more information about us, visit our portfolio or get an intern’s perspective on working here on the blog by our interns.
If you are interested, please email your student portfolio, cover letter and resume to kelly@baileygardiner.com

No phone calls please.

I hear it time and time again from clients, “Just take our magazine ad and re-size it for the banner ad.”  UGH!

If you are not going to speak to your consumer in the manner in which they are listening, why do it at all?  They probably won’t hear you. And if they don’t hear you, they aren’t going to do what you want them to do. And isn’t whether or not they do what you want them to do how you calculate, say it with me, ROI?

Yes, magazines are a great way to reach an audience with specific interests, incomes and tastes.  But because of that, the magazine reader is in a very receptive mode to the content and messages being shared within the publication.

It’s just not the same with an online consumer.  They’ve got lots of things going on not only in their mind, because they are looking for something specific, but also because there is a lot of noise.  Slapping up a static magazine-type of ad just isn’t going to work.

Here’s some things to think about when it comes to online marketing:

• Banner Ads:

Make your message dynamic & interesting by incorporating rich media, in-banner questionnaires, etc. Something, ANYTHING, to grab their attention. Check out this funny banner ad by Pringles.

Send your consumer directly to the place where they can find the information and create custom landing pages to test your messaging.

• Email:

Whether you use an interest list or a purchased list, these consumers have said, “Yes, please let me know about your offerings.”  Don’t send them junk that doesn’t apply.  You want them to click through, be engaged & even spread the word – not unsubscribe!

• Social Media:

This is not your personal Facebook page where you constantly talk about yourself.  You’ve got to have a strategy to get your fans engaged.  Creating a page and uploading an ad or two does you no good.  If you’re not going to do it right, don’t do it at all.

So what do you think?  Can an ad designed for print work in an online application? What other best practices can you recommend for online marketing?

Chances are you’ve seen Nabisco’s latest campaign for Wheat Thins, “The Crunch Is Calling,” as the spots are online, in movie theaters and on TV. So, what’s so special about Wheat Thins? The snack cracker may not be special but the brand’s use of consumer driven content is special.

Prior to social media, advertisers would offer a vague print ad or minimalist teaser TV spot, encouraging website visits for “interactivity.”   However, these campaigns lacked real consumer interaction within the content.  “The Crunch Is Calling” is different because the content is driven by the social media user, giving the user a role in the brand’s promotion. Why did Nabisco embrace social and consumer driven content? A Brand Manager within the company noted, “We set out to reinvent Wheat Thins.” Looks like the company wanted something new as the social media tactics scream, “We’re not your grandma’s snack cracker.”

The campaign concept is simple. Nabisco brand reps mine Twitter for positive Wheat Thins tweets and surprise the author with a product delivery and a good amount of hoopla (reaction is captured for TV spots).  Winners are featured in the tweet-based spot. As an extension of the campaign, a “Crunch Den” tab on Facebook streams Wheat Thins themed tweets and a branded YouTube channel hosts fan comments giving the campaign a 360-degree feel. The social media efforts keep the marketing alive as users discuss comments.

Social media usage also gives the brand access to real time info without the costs and effort normally associated with focus groups or similar market research. It’s too early to know ROI for the “Crunch” campaign as spots initially dropped in July, however the campaign’s creativity has resulted in buzz and additional campaign reach online.

A quick glance around the social media sphere reveals a list of corporate users not limited to food and beverage brands.  Video game development company, Eat, Sleep, Play’s founder releases concepts and art via his personal blog to gauge player reaction in lieu of focus group, as he too is eager for consumer comments.   Behind the scenes photos drive enthusiasm and help strengthen the fan base as gamers are allowed to interact with the product before it is in home.  Marketing messages may not be driven by the consumer as with Wheat Thins, but blog reviewers react and share content which then could effect the final package product (thus ultimately creating content which impacts the company).

I’ll stay tuned to find out the social media efforts effect Wheat Thins’ sales numbers and how other companies are embracing consumer driven content to further their brand.

There’s a common misconception that you can make an e-blast, video or other social media piece viral.

Not true.

You can only create a great piece of creative and promote the heck out of it in the HOPES that it goes viral. Your target audience is the only one who can take action by forwarding it to friends, talking about it with co-workers, etc.

That said, I wanted to share an e-blast that was sent to me recently from juice giant, Jamba Juice. In my opinion, this is an example of viral marketing that works. Take a look and see if you agree.

First off, the title intrigued me “New Cheeseburger Chili Smoothie.” I receive emails from Jamba all the time, but this was so weird, I HAD to open it to see if it was for real.

The format of the email was the same as the other ones I receive so that looked legit. And even after I watched the video I still didn’t know for sure if it was real. They peaked my curiosity so much that I had to visit cheeseburgerchill.com to find out if it was for real (which, of course, was their intention).

Turns out, the burger shake was a hoax (thank goodness). The whole ploy was a reaction against McDonald’s recent venture into the smoothie business. If you’ve seen the burger chain’s recent TV spots (see above), you know what I’m talking about. A great stunt that had a really good strategy behind it. Genius.

Even better? After you read the message on the landing page there is an option to forward it to a friend, post it on multiple social media sites AND (here’s the best part) get $1 off your next smoothie. A pretty nice little reward for reading all the way through to the web page, huh?

As an advertiser, I consider myself keen to most marketing ploys—much like a white v-neck at a wet t-shirt contest, I feel I can see through most of them. But I fell for this one, even sending it out to multiple friends and doing a blog post about it.

So did it go viral?

Did I like it enough to send it to my friends? Check.
Did I talk about it with co-workers? Check.
Did it make it make me interact with their brand for a considerable length of time? Check.

The “Cheeseburger Chill” YouTube video has been viewed 203,336 at the time of this blog post. Not many if you compare it the over 16 million views of the kid on laughing gas, but a pretty good start considering it only debuted two weeks ago.

What do you think makes a piece of media go viral?

I just had the opportunity to do some travel in Italy, and although I was there primarily for the pasta and wine, I am still a marketer at heart – and that’s hard to shake off, even on vacation.  What struck me about Italy was the lack of advertising and branding messages everywhere – we are so used to being hit with them from all angles in the States. But I can’t tell you how many times we met some nice Italian local who said “I know a guy who know a guy, and he can get you…”

Clearly, word of mouth marketing – the original form of advertising – is alive and well.  Perhaps this kind of communication was born in Roman times, and has smartly persisted throughout the ages as Italy and the rest of the world have modernized.

Nowhere was I accosted by brand-mania.  Althought there were occasional ads in the areas where we traveled, there were no roadside billboards, no digital signs in the airports, no poster ads above the urinals.  Yet both locals and visitors were clearly conducting business, referring customers to various locations, and communicating the benefits of particular products and brands.  All by talking.  Animatedly.

One great example was presented in a restaurant along the coast, where the simplest way to advertise the daily specials were to just show us.  Luigi, the owner and proprietor of the restaurant, brought around a platter of fresh caught fish to each table.  He told us what kind each one was, how it would be prepared, what kind of wine would be best served alongside. Very effective.  And delicious, I might add.

In another town, shops marketed their handmade local specialties by putting a few in baskets outside on the street.  As we walked by, we saw something that interested us and the shopkeeper picked up on that interest, nicely told us about the products we were eyeballing, and we were drawn inside the store to buy.

The concierge at our hotels became preeminently important people.  They deftly directed us to fabulous restaurants, wine and cheese shops where we could find the best of Tuscany, and where to get the best deal on gasoline.  Their word became fact for us, and we followed every recommendation.  No tourist magazines, no bus side ads, no peel downs or page take overs. Just one-on-one recommendations.

And when in doubt, we just asked someone along the way.

There’s something to learn here about the simplicity of direct communication. Maybe those Ancient Romans weren’t famous only for their aqueducts and gladiators…. perhaps they are also the original social networkers.

There are some important questions you should ask when deciding which display network to use.   I have compiled a list of the questions to ask during your search:

1. How many sites do you have? Samples?
2. Do you have any exclusive sites?
3. Do you work directly with publishers or are you a re-seller?
4. Do you have any custom filters or filters that we would be interested in?
5. Do you do category, content, behavioral, and retargeting?
6. Do you allow rich media? What % of sites? What provider?
7. What kind of pricing models do you have? CPM, CPE, CPC
8. Who would we be working with? How much experience do they have?
9. What does your reporting look like? How often do we receive? How quickly can we get it if we need it on short notice?
10. Can you track view throughs?
11. How large (file sizes) can standard flash banners be?
12. Do you offer non-profit rates or grants?
13. Does the network have e-newsletter ads?
14. Do you offer mobile advertising?
15. Is your behavioral data based on visits to a site? Or specific pages?
16. Do you cap impressions to single users? What is your cap?
17. Agency or client minimums? Can we combine client budgets to meet minimums?
18. Are you growing? What is your growth/expansion plan?
19. Ask for reach based on filters- if filters are specific, what is the universe?
20. Do you have automated optimization? How does optimization work?

Have fun!

I am so darned sick and tired of marketing agency people with an inferiority complex about being in San Diego, and last week creative legend Mike Hughes had my back.  Mike was in town to speak to a group of marketing leaders gathered by San Diego AdClub, and one of the key points he made was that creativity can come from anywhere – even San Diego.

Mike is the creative genius at The Martin Agency (ADWEEK agency of the year), and is the guy behind blockbuster advertising campaigns for GEICO (geckos, cavemen, dancing money), Walmart (tear jerker holiday ads with snow falling on troops in Iraq), the singing guy from freecreditreport.com and more.  And that award winning blockbuster agency is located in….Richmond, Virginia.

Richmond? Population 204,000 thousand, humid in the summer and snowy in the winter, miles from anything remotely cultural, capital of the Confederacy and firmly planted in Southern traditions.

Yet guys like Mike Hughes can thrive there.  Creative geniuses from around the country are drawn there. Talent grows and prospers there.

So why would we not expect the same or better from San Diego?  We’re a happy bunch, basking in nearly perfect weather, enjoying a plethora of cultural events and arts, inspired by people of all ethnicities and backgrounds, and uniquely uber cool.

Look at this amazing work by some of our best local talent, and tell me there’s not the seed of some greatness here.  We just have to nurture it so it can grow into the next Martin Agency or Crispin Porter (Miami? Gimme a break).

http://www.vitrorobertson.com/
http://www.meadsdurket.com/
http://www.gearyi.com/
http://www.lambesis.com/
http://www.fishtankba.com/
http://www.baileygardiner.com/

Come on folks. Drop the apologies and just pony up. We deserve the cred.