Marketing planning & budget is critical to any business

Marketing planning & budget is critical to any business.

Whether you have a small startup lemonade-stand business, or a large enterprise corporation, developing a sound marketing strategy and budget are vital to the business. Why? First let’s define marketing and why that matters.

What is marketing?

Most people know generally what marketing is, but knowing what it means today (2021) is important because while the fundamentals have always been there over the years, the methods, vehicles, tools, and customers have changed dramatically. The simplest way I generally define marketing is: “Delivering a specific business, product or service to the marketplace—why, how, and to whom.” So it can be a golf ball, or a plan to inhabit mars, they each have a very specific target customer base, a “why” and a “how.” And just knowing the basics behind each of these helps build a sound plan. And that includes a plan for what you invest in that marketing plan.

Budget planning

A part of the marketing game plan includes a budget plan. This simply defines how much emphasis—both time and monetary—you think you might want to invest in marketing your product, service, or business. And this is important. You will definitely need to actively market. Send the word out, spread the news, and continually engage your ever-changing customers. If you don’t, literally, your business sits idle. Nobody comes to you, you need to invite them and regularly engage them. Treat them as your true friends. Nurture your customers. And this requires driving vehicles to do so, like websites, social media, email, mail, etc… as well as building a sound brand—quality graphic design. 

It’s important to develop a budget that coincides with what you will employ, how, and when— and at what level. Having a very basic plan goes hand-in-hand with how much “oomph” you put in to your marketing. Think about how hard it is to reach your audience let alone find them with all the competition and distraction. So investing a little will get you a little, and investing a lot will get you more. Why? More exposure. The more eyes and ears you have on it the better—however, a major caveat to that though is how well it’s being done/implemented! You can spend a fortune on a sloppy ad campaign, and if it doesn’t attract your customer, they don’t engage. And that can be a waste of time and money. So review the primary components of marketing below and determine the ideal pieces that may be right for you— and break up a rough cost on what you can afford initially, and in the future. Then really work hard at putting the marketing plan to work. 

So consider some of the primary parts of marketing a business, they all will have a certain affect on your business and each have a specific time and cost:

23 Primary components of marketing:

• Branding and design

• Advertising in print

• Website design and production

• Website edits

• News

• Blogs

• SEO

• Print material (brochures, mailers, handouts, business cards)

• Collateral branded material (letterhead, powerpoint)

• Email marketing

• Podcasting

• Radio ads

• Social media advertising

• Google advertising

• Discounts and coupons

• Social media posting (and to which ones)

• Special content: White papers, case studies, infographics, video, animations

• Video commercials (YouTube, etc…) about your business

• Events

• Person-to-person

• Referral programs (listing on others websites, etc…)

• Third-party affiliations

• Public relations, press releases, etc…

So based on these primary marketing components, it’s helpful to develop a rough idea on not only which ones are most important (although they all are), but how much cost you might assign to them. For example, basic website design and development (maybe $5K, and then another $2K over 6 months to update, implement SEO, add news posts, etc…), regular social media posting—figure hopefully at LEAST 1 per week (although 1 per day is the best minimum. I suggest 5-10 per day to be effective)— maybe $100-$200 per week to have someone develop them, graphically create them, and then engage (post them). Those alone would roughly be about $10K for the first 6 months, and then post launch, maybe $5K second half of the year— so about $20K annually for just those basics.

It may seem like a lot, but running a good business requires good marketing. And the idea behind marketing remember is growing, building, expanding, and increasing business—customer reach, sales, and everything around your business. The investment is meant to exponentially add income and exposure. So you can see how and why ‘what you invest’ in the marketing aspect is so critical.

Let’s break down the primary marketing factors:

What. You need to know specifically and accurately—precisely what it is you are developing, preparing, or presenting to the marketplace. What is it? What’s its name?  Think of it as a version of the elevator pitch or mission statement, which really ties together all 4 main points here. What, why, how, and whom. But the “what it is” portion needs to be very simple, very clear, and HOPEFULLY very compelling. By that, I mean that it was well thought out, solves a real problem, serves a goo and meaningful purpose, was market tested, or at the very least is something a niche audience wants and needs. Otherwise, you are not going to fare very well.

Why. What is the reason you are in business? Whatever and however you market yourself all hinges on that important factor. Why the why? Because knowing why you are doing what you are doing drives and fuels the entire mission. “I want to improve peoples lives by providing truly natural food products” will be marketed differently than “We want to sell good lumber that lasts longer.” Every mission or “why” has a certain flavor— a “DNA” embedded in that brand—thus mission.

How. What’s the game plan in HOW you will implement your mission/strategy? This ‘how’ will include things like on what medium (online, email, social apps, etc…), how often, and what kind of content or means will you employ. For example, developing an online platform making it easy for our customers to purchase and engage quickly, vs maybe printing different mailers across the country to reach different markets and teasing the concept to build interest—web later. So think about how you plan to implement your game plan.

To whom. This one is important. You need to know who you are marketing to. It helps develop the right messaging and exactly how you will present information to those specific set of eyes and ears. 8-10 year olds will respond differently than 60-80 year old women. Men interested in home improvement will respond differently than mothers with children on the autism spectrum, etc. By knowing “who” you are communicating with them specifically. What they say and read “speaks to them.” Makes them WANT to react and thus ultimately “convert,” becoming a long-term, nurtured customer that raves about you and helps spread the word.

Cost. Try and develop what you think might be a comfortable cost associated with marketing your business, product, or service. Think annually, semi-annually, or monthly. At the very least, develop an initial short term goal of coming up with a few good marketing drivers like pieces of content (case study, infographic, blog article), social media posts, and website updates. But don’t skimp or dabble! While you sit and contemplate, other businesses are getting really aggressive— they are investing a lot more to really grow and increase profitability. So think generally in terms of whether it’s $1000 per month, $5K per month, or $10K per month. Then have a conversation with a creative team that can work with you to develop a marketing plan especially built for you. Every business is different.

Simple review of the top 5 marketing questions: 

1. What is it that you are marketing?

2. Why are you?

3. How will you do it?

4. To whom precisely?

5. What’s a reasonable budget?
   

The bottom line

Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?

Work with a professional consultant that you can trust to guide you on the right path. Like a financial advisor, fitness coach, or outdoor adventure guide, they will help you develop a sound strategy that will get you the successful outcome you seek.

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About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.

I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally. 

Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.

https://www.mitchellcreativegroup.com

todd@mitchellcreativegroup.com

(508) 494-8182

Embracing change and creative-wellness for ultimate business fitness

Change and health. Important to optimal existence, and two of the secrets of growing your business.

Change happens in nature as well as in our own lives. It happens in the expanse of the universe, and all the way down to our cells. And if we embrace the change and work with it—changing form, and “flowing WITH the river,” it becomes a very beautiful migration that leads to growth—flowing with change… “making lemonade out of lemons.” 

Health—is partly innate, meaning that all living things have certain abilities and processes that are all unique. Some are innately very healthy, whereas others my have certain tendencies to be susceptible to various issues that relate to health. Some are asthmatic, some are not. Some can run long distances, some cannot. Some are allergic to grains, some are not. Regardless, there are always decisions and efforts that can be made that can have a positive effect on overall health. Eat right, sleep right, think right, breath right, drink right, and do right— will have a positive impact. Eat poorly, sleep poorly, think negatively, drink poisons, and do bad deeds— will affect your health negatively. It’s pretty simple.

Well the same applies to business. We can apply change adaption and health planning to anything at all in life. Weather changes, we tend our garden differently. We tend our garden and nurture it—it grows favorably.  In business— if we embrace change, and apply optimal health planning, it has a tremendous impact on the outcome of our business.

Technology and business changes fast. Get on track now, or watch your business suffer. And just like personal health and fitness, there are a number of things that you need to do for your business to ensure optimal health of your business and a long healthy life. As we’ve all seen— things can change quickly in the world. Are you prepared? Were you prepared? And are you ready to make changes that will get you ahead of the game for years to come and ready fo more changes to come?

Like many people—they often sit complacently. They wait. They do nothing. They eat, sleep, drink, think, breath, and act poorly— then wonder why their health is poor. Same with many businesses; They often sit idle, not embracing change. Not “feeding” the business optimal energy to help it grow and thrive. Rather than developing a creative “health plan” for their business and implementing it— they complain. Here are some classics: “Things are bad, we’re in trouble, we’re getting no business, no one visits our website, I hate social media, the economy sucks, the President screwed us, taxes are too high, prices are too high, there’s no good help anywhere, no one likes this business anyway…” There are THOUSANDS of excuses. This is what kills business. Imagine if giants like Apple did that? They’d have become dead and gone years ago.

Now— think about the leaders. The mentors, the masters. The survivors, thrivers, movers, and shakers! It can be the 100 year old walking miles each day, or the multi BILLION dollar business. They don’t get “lucky” and they don’t get there my mistake, or by doing NOTHING. They get there by making their, or their businesses health a top priority. And the key here is that they don’t do it alone. Nothing is singular. The universe conspires together, living cells work together, our personal relationships and health relies on others— and businesses, rely on working together with others. Assembling teams, networks, associations, relationships, and partnerships that help align their values. You are a sum of those around you. Hanging out with negative nay-sayers, poor and unhealthy people, or choosing poor diet, exercise, smoking, will have a direct impact on a poor outcome. It’s pretty simple.

That’s one critical key. Follow, surround yourself, and attract high energy, high level, God-conscious level, winning, thriving, positive, and motivational influences and the outcome is the complete opposite. Think about it. Everything is a sum of its environment.

So start there. Seek winners, thrivers, helpers, positivity—those that appreciate life and the “best” in people and all of life. Redefine your values and beliefs, and CHOOSE to make change in your self, and CHOOSE to align with ONLY those that match up with that higher level. In business, key partnerships include those that want to help you attain your best self— your best business.

When you form the right business relationships, make better decisions, and fuel your business: With the right attitude, values, ‘diet’ and discipline and —the best—a group of masters that work together to keep you on track, help you change with the times, and help you THRIVE not just survive! Think about it— you are the best at what you do! You want to help people with what you do, and provide them a service, product, or expertise that you think will help. So simply allow that concept to help you as well. Let others guide you and create a successful synergy. 

That’s one of my fundamental and critical personal and business core values: I provide a full service creative solution that will help you achieve the highest level of success in your business. Ideas, strategies, and execution to get you on track today— as well as leading you into the future.

I apply over 20 awesome years in the creative, personal and business field to help you achieve the best self, and business you can create with key questions, strategies, and executive creative agency level tools and solutions. Here’s a basic overview of my business health plan to help you attain creative-wellness for ultimate business fitness:

Embracing change and creative-wellness planning for ultimate business fitness

Brand “physical” and modern strategy planning

Like your physical health— your business health needs the right diet, exercise, and mental strategy to achieve ultimate health!

• Discuss where you are and where you need to be— TODAY!

• Get rid of old garbage— and develop a better “business fitness routine”

• Embrace modern change—and implement realm honest, and AGGRESSIVE strategies

• Ideas to GROW your business. Increase customers, gain following, become an influencer in your field and area

Pricing: Varies depending on factors to discuss. Often included in many plans below.

Website modernization

• Create on a new CMS platform

• Easy editing, even for DIY

• Integration of modern tools— analytics, SEO, email marketing, and more…

Pricing: Varies between $2.5K and $10K depending on factors to discuss.

Social universe building

if you aren’t making social media a priority— you are going to fail. This is critical!

• Create the RIGHT channels for your business

• Gain the RIGHT followers

• Create the RIGHT content

• Develop and refine the RIGHT strategy—ongoing! 

Pricing: Varies between $1K and $50K depending on factors to discuss.

Marketing and advertising structuring

• Create a strategy, game plan, and system developed specially for you and your business/product.

• Website development and content

• Social media marketing

• Email marketing

• Subscribers, lists, and audience building

• Engaging—CONTENT, CONTENT, CONTENT! Flyers, videos, graphics, papers, and more… Content is KEY!

Pricing: Varies depending on factors to discuss. Often included in many plans above.

Modern Communications Adaption

• You NEED to set up modern tech— meet people where THEY are. Not where you “think” it is.

• Tele-services, online, and live video ideas and implementation

• Podcast and audio services

Pricing: Varies depending on factors to discuss. Often included in many plans above.

Where to start

The quick considerations are (1) first, how serious you are about getting you business to the next level. How bad you want it. Next (2) plan on investing in it—you have to think of money as energy and “diet”… investing in your business wisely, and correctly will help your business THRIVE… for example, say you spend $12K on updating and upgrading— it in turn doubles your exposure, doubles your customer base, and doubles your income, and protects you from failure… Remember you get out what you put in. But you need to partner with honest, successful, and equal-minded friends, partners, and relationships.

Start with a conversation.

I will meet with you and discuss where you are at, where you need to be— and ideas on how to get there. As well as some strategies, direct and honest services that I can help you with— or lead you to. I’ll explain them all in simple terms, answer questions, and help get you in the right direction. You can then make a decision based on what you believe is best for you and your business.

Let’s discuss! (508) 494-8182, todd@mitchellcreativegroup.com, http://www.mitchellcreativegroup.com.

The Art of Animation

Some ideas, guides, and thoughts on animating content

By todd@mitchellcreativegroup.com

I grew up inspired by animation masters like Disney and Looney Tunes. We all marveled at the screens as characters, scenery, and storylines blended with sound, music tracks, and voice into emotional experiences that kept us coming back for more. It literally brought imagination to life. And it continues today.

Commercially, it’s not much different. Bringing stories to life helps elicit emotion. It sells products, brings awareness to situations, events, and worldly affairs. It builds community, teams, and excitement. Animation is an art that brings imagination and creativity to life— through the senses.

As technology has advanced over the years, we are able to create animations much easier, and much quicker than we were ever able to. Powerful computers, robust software, and well tuned designers can create amazing animated material—faster, better, and less expensive than old-day “cell animation” with huge teams hand-drawing animations—then, about 24 drawings per second of animation.

There are still companies today that do that— and do quite well, and create a unique niche in the industry. Claymation, stop-motion, and many other nifty techniques can be used to deliver a real unique personality to an animation.

This animation created for QuickPivot involved a small key team to develop a fun project outcome and what turned out to be a very successful campaign. https://www.youtube.com/watch?v=0J0qhHnemd8&feature=youtu.be

There are many types of animation modern technology allows

Modern tech, also allows creative folks to multi-purpose material, and bring animation into the realm of recycled-content possibilities. For example, turning a static infographic into an animated version of it. Using the parts and pieces of the illustration and adding motion, effects, sounds, and music to it literally peels it off the static page and into motion. An exciting, engaging, and different format that can be used on multiple platforms—and now, you end up with 2 formats simultaneously.

In commercial design specifically, although imagination can take us anywhere, there are three primary types of animation that can be created to present content or data in an engaging, active manner— or to promote an idea, service, company, or product:

The three primary types of commercial animation:

1. Standard motion graphics. Here, we take any content, and simply add motion to it. It can literally be as simple as an animated Powerpoint document, or text and graphics with motion added in sequence, with or without effects or sound— on more upscale software like Adobe After Effects, Final Cut Pro, or even Apple’s Motion or iMovie.

2. Up-leveled animations and motion graphics. Here, content is put together and created with animation in mind. For example, an infographic is created— text and graphics. They then are “animated,” or put into motion, so as to walk the reader through the storyline, with sounds, music tracks, and captions to help create an emotional, engaging story.

3. High end animation. This varies quite a bit. This range can be a custom-built animation on a designer’s desktop computer— with graphics, text, voice talent, and music— on up through something Pixar might produce as a major motion picture. Nonetheless, either one can net a beautiful, exciting, emotional, and highly engaging product. These higher ended projects take more time, planning, creativity, and imagination to develop— but for the right reasons, are well worth it.

The cost to create animations

Before the cost is established when creating an animation, it’s important to think about the “goal” of the animation. Roughly, WHY are you creating it? Is it for fun, personal use— or is it to bring awareness to an idea, set up information, service, or product? Are you looking for new and exciting engagement content for your audience? Or maybe you’re on a mission to be the next Academy Award winner… the “why” and the goal helps you start off the right foot.

The cost in developing an animation can also vary—depending on four key factors: The importance of the project (simple stuff, or for something real important), the budget of the project (little to invest, or have more to invest), the size of the project (how big it is), and it’s value (what are you getting from it). And each of these factors impact the outcome. For example, big company, big budget, real important information, and a huge audience with engaging content— vs. simple data to a small audience will each warrant a different strategy. So step one is determining the four key factors.

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The four key factors to developing an animation

1. Importance. How important is the project? (not very, moderate, extremely)

2. Investment. What would an ideal ballpark budget range/investment be possibly? (under $1000, $5000, $10,000, $100,000, etc…)

3. Size. What size project do you envision? (simple and small, average, or major production— how long is it?)

4. Value. What is it’s value? (a lot of people will see it, not many people will see it, or millions around the world?)

So cost-wise, animations will vary depending on the four key factors above. Expect anywhere from around $1000 upwards of $10,000 plus— and with major motion pictures, documentaries, etc… upwards of $millions! Yes, a wide range of cost, but that’s the importance of pre-planning the project to know clearly what the goals are.

For basic to moderate animations, such as animating an infographic or even a slightly more advanced animation with voice talent, sounds, music tracks, and effects, expect an average range of $2500—$10K.

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The basic steps to creating an animation

Once you determine the general goal, or consider factors to developing the animation there are a few basic steps in getting started. Following these steps help you organize and ensure a successful final product. It also helps save time and cost, as well as help you fine tune it and craft it along the way to avoid costly and timely changes later on.

WARNING: Before you begin, consider the “team.” Who will be involved. Who will review, who will approve, provide funding for, etc… and ALWAYS work with a solid, experienced creative person on the team. Experience, talent, and high caliber creativity has a huge effect on the outcome. And having that creative expertise along the way helps keep it on the right track. Think of it as if Steven Spielberg or any other famous, successful director were producing or directing it… you’d want his/her input all along the way. Team up with a good creative professional.

This example illustrates the importance of “theme” to create an interesting and engaging concept behind content. https://youtu.be/Czi860QTImE

Here are the basic steps to consider in creating an animation, this is AFTER going through the four key factors to developing an animation:

1. Theme. What is it about? What’s the basic story line and idea. The “main pitch.”

2. Style. What flavor, type, or feel does it have? Fun and lighthearted, dark and spooky, animated cartoon characters, or a lot of video footage? Describe the style of it, and provide examples of what you might like here. Will there be voice talent, what kind of music? Describe it as best yo can here.

3. Rough storyboard. Storyboard the project. A rough walkthrough of the animation, describing scene by scene of what’s happening. Team can review and discuss the general flow and idea to hash out the best outcome.

4. Initial creative. Develop or sketch the basic artwork for the project to help the team envision and hash out the “look” of the artwork. There are many styles, and types of artwork that can be created so it’s imperative to work that out up front and make adjustments before final content is created.

5. Develop final content. Storyboards, script, screenplay… Write the actual script for the voice over, develop actual scene artwork. Add descriptions on each scene to walk through what’s happening. 

6. Get team sign off. Important to not have any costly and timely surprises later. Make sure everyone that needs to be on board, signs off and agrees on what’s to be done.

7. Development. Full gear creation here. Assign assets, get the voice talent hired and recording, artwork gathered and created, music and sound research, getting those assets in hand… work efficiently at getting done. Done promptly, but done well.

8. Review and fine tune. Team or client review to make any adjustments or fine tuned changes. There shoudn’t be many here, but expect a few to tweak it and get it accurate. Fine tune it and finalize!

9. Publish and promote. Get it out there! Upload to YouTube, Vimeo, or otherwise. Be sure to incorporate meta data, descriptions, and other SEO-related criteria to help make it more visible. Promote it on website, by direct email, and on all social media channels. This step is critical so it reaches its original objective—being viewed! Promote, promote, share— and promote!

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Here are some samples of our animation work:

Quick pivot example 1
https://youtu.be/brK7sKNhaog

The US Market Is Ready for Contactless Payments
https://youtu.be/xQVyrKStV9U

SAP -  Use Technology to Chart a Better Course for Your Business
https://youtu.be/Czi860QTImE

Data Dynamics. Manage Your Data
https://youtu.be/b9_vdXrl6XA

Adobe Digital Transformation
https://youtu.be/fCxNyMXiPaY

Quickwin 2 segmentation
https://youtu.be/0J0qhHnemd8

The Secret Sauce for Accelerating Indirect Sales
This example is from a presentation…
https://youtu.be/X2KeCwz3ATU

AAP seasons greetings
https://youtu.be/0QDMm2uYTcY

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Simple, practical, and inspired creative solutions. Free consulting. Free advice. Free first project for qualifiers. Creative strategies and solutions—made easy.

Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.

© Copyright Todd Mitchell, Mitchell Creative Group, LLC

The Importance of Branding

To your product, business, service, or idea— branding can be the difference between success and failure.

A “brand” is a story. It’s a relationship, a label, a mark, and a meaning. It’s another word for a logo, but the logo is only a small part of a brand, and it has a lot of information behind it. A brand has a much wider narrative and descriptive nature that outlines every aspect of whatever it is. What it means, what it represents, why it is, how it is… the color, the font, and how things are said about it. A brand can turn a $2 piece of cloth into a $45 Nike t-shirt. THAT is the power of brand.

Think about a box of cereal, carton of milk, a t-shirt with a logo on it, or a pair of sneakers. Everything that exists by manufacture or in concept—by people—including many actual people, is a brand. Lebron James is a brand. Michael Jackson, the Pope, and even Donald Trump is a brand. The Boston Red Sox, Nike, Google, Dole, Subaru, Coca-Cola, etc… they are all brands. They all have a special story behind it, and they all have an effect on a certain number of people—personally, emotionally, and financially.

Imagine the effect historical figures have had even after thousands of years. Jesus, Lao Tzu, Martin Luther King, Ghandi, Muhammad, and so many others have a deeply emotional meaning to so many people and have such an impact on millions. Each of us has our own personal brand as well. Who we are, what we are, what we do, what we believe, and our talents and abilities all branch out and touch others. We have an effect on the world and others. How we wear our hair, our clothing, and all of our choices—are all part of our personal brand.

And then what do we do as people? We are drawn to, follow, brag about or despise other brands. We wear them, we eat them, we discuss them… Think of all the “labels” right now you are wearing. Think of the brands of coffee, food, water, and products around your home or all around you— online, in stores… Brands, brands, and more brands!

So from a marketing perspective, that’s important to understand. When you are actively marketing a brand—a product, service, or idea—you need to have a thorough understanding of two key parts: The brand story, and the audience. When you understand both of those, you can first tell the correct—and hopefully interesting, engaging, and exciting storyline of that brand, and then thoroughly understand the people who want to see it, why they might want to see it, and what it is they need to see.

That way, you can put the two together, and then the relationship is born. That relationship Is the person and the brand. They go hand-in-hand and again, can be personal and intimate brands (for personal use) or consumer-based, financially motivated, and business related brands. And many of these brand relationships can and often do last a lifetime.

In marketing, advertising, and design therefore all aspects of the product, service, or idea needy to be perfectly assembled. A product has to have the right description and meaning, colors, fonts, packaging, ingredients, website, social media accounts, advertising and marketing plan, financial plan, growth plan, and more. A service has to have importance, value, uniqueness, and messaging that really connects with the audience, as well as all the aspects of a product above. An idea, yes even that, needs to have a tremendous amount of excitement, intrigue, value, and interest to even have potential to become a great brand.

There are BILLIONS of brands, and BILLIONS of failed or wasted and un-useful brands. But there are also BILLIONS of amazing, life-changing, inspiring, and powerful brands. And the difference often starts in the beginning in the planning phase, but can also be destroyed anywhere along the way. Think of any famous person that does or says something hurtful or foolish and “POOF,” gone is the brand… But heck, even the cigarette industry with its known super-deadly capacity, still remains strong. Branding!

So when we develop a brand—by thought and idea, or in actuality—all o the above criteria needs to be a part of that process to be effective. A lot of thought ideas, creativity and imagination, passion, and experience all need to be plugged into the process. Great brands are born out of creative and inspired thinking. And the miraculous part of that is that the best creative and imaginative process is deeply spiritual, creator-based (God or whatever your belief is), talent-based, and something you just can’t explain. It’s a skill that if nurtured, practiced, and literally allowed to flow through you—develops into the best personal or product-based brand that ever existed.

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Here are a few starting points to start a killer product or company brand

1. Ideas first 

A good thought process or discussion about the idea develops into many notes, concepts, drawings, and directions. Add awesome people to your conversation, and really explore and think and speak freely to let the process unwind.

2. Trust your inner Self

Begin with your self. Trust your self first and be really thoughtful and mindful of your ideas. Trust your heart and your own creativity and imagination and stick to that. Make sure you follow that deep inner guide. Trust that. This is where the brand begins—and should stay.

3. Team up with masters

It’s wise to seek relationships with masters. People you can not only trust—but have been there, have super high quality value, and even greater skills to really help guide you and contribute to great ideas. Learn from others, team up with others. While the idea is yours, it always takes a team. So hang out with winners, achievers, and go-getters.

4. Make action be your first priority

Ideas are great. But action is what makes the difference. Nothing exists without someone taking action. And I mean BIG action. Do it. Get started. Continue to take action. You must, must, must get the ball rolling, keep the ball rolling, and never stop. You are ALIVE and meant to live— to push on, to excel, exceed, and move. You have to put your ideas into action. Start with a single step today, plan for tomorrow’s, and after that… continually move, learn, grow, and change direction—but ACT!

5. Make your next best ally a creative professional

Unless you are one, you need creative talent. And GOOD creative talent—the best. The right logo, colors, fonts, websites, marketing, social media, printed material, and branding guidelines and management LITERALLY is everything. Any one of these parts if not done well will be the difference between success and failure. And like my own personal creative business model—make sure it’s someone you can really trust that puts your best interests first, will work harder for you than anyone else, is fairly and honestly priced, will work quickly, and values the relationship as if life depending on it. Second to that, but equally important is that they are passionately, spiritually, and powerfully experienced and extremely talented. The right creative team will be a caring, committed life-long partner, and will help you create the literal branding pieces you will ever need, make sure you remain consistent, change with the times, and continue to grow—and THRIVE! They will help you make more money, spend less money, affect more people.

6. Do the research—Without “analysis paralysis”

It’s important to see what else is out there. What else is being done, how it’s being done. Getting ideas, making sure there’s a market for it, etc… But don’t get hung up on “over” researching it. You can literally get mentally paralyzed by over examining or overthinking things and then never taking any action. So always be on the research, examination, and look out for what else is going on, but make it efficient—not a hinderance. Learn from it and ACT.

7. Create the what, why, and how

Create what many call a mission statement, elevator pitch, or creative brief. Write down WHAT it is in a very compelling, interesting and descriptive manner, WHY it is what it is or WHY you are doing what you are doing, and then HOW you intend on changing the world or marketplace with it—or HOW you intend on getting it out there (marketing plan). It should only be a paragraph, should be very concise, and VERY interesting and engaging. Run it by people you trust and/or admire and ask them what they think about it. “Test market” it to see how other might respond to it. See of someone might buy it before it even exists. But your mission—your statement—is probably one of the most important parts of the brand! If your what is lame, your why is trash, and your how is boring you can rest assured wasted time, money, and energy.

8. Market it well—and market it often

It’s also important to work with the right creative team to help you market your product, company or service today more than ever. With so many “channels” you have so many advertising, website, social media, event, email and other facets of delivering your message, you need to not only stay on track, be aggressive, and consistent—but know which ones will work specifically for you as well as which ones to avoid. You are now in a future of EXTREME traffic, competing with millions so your messaging needs to be perfect, and your audience reach needs to be crafted perfectly. And if done well, will establish a very solid future and successful outcome. You need to market your self, product, service, or company every day— and often multiple times a day to succeed. And the messaging needs to be perfect—not pointless rambling. So make the right relationship with key creative and marketing teams. They will guide and teach you.

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Simple, practical, and inspired creative solutions. Free consulting. Free advice. Free first project for qualifiers. Creative strategies and solutions—made easy.

Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.
© Copyright Todd Mitchell, Mitchell Creative Group, LLC

Creative pricing— what will it cost?

When it comes to pricing creative projects it helps to keep three primary things in mind: Value (worth), caliber (oomph level!), and investment (what can or should be spent). And while there is a wide range for each of these, the ideal cost is what’s most appropriate for that project. No matter what, think of it as a range—from basic and simple, to advanced and higher level. 

The “value”— is what it’s really worth. Think of gold vs. a sheet of paper. And when it comes to your project, is it valued high like gold or as a simple piece of paper. Is your project high profile, important, to get high exposure, and have a big impact on the audience? Or is it a simple, one-off, very basic project with little exposure?

The “caliber” is the “oomph level”—meaning how much oomph you want it to have. Putting more work into it affects the outcome. If you spend more time on designing it, using certain fonts, images, colors, etc… you will have more quality there. If you spend more time on the animation or website you will get more impact. 

The “investment” is what it sounds like—how much you “should” invest. I emphasize that because mistake number 1 is that people think its about what they WANT to spend. If you want to spend $50 on a logo, you will get a lousy $50 logo. Whereas if you SHOULD invest in a real solid brand— spending the time, working a high caliber, and investing value behind it, the outcome will be tremendously different. And it’s not to say you should always spend more— in fact the opposite. Some projects SHOULD be a low cost. Some projects warrant simple, low cost solutions.

So consider these three pieces when pricing your creative projects. It will help you figure out the ideal and appropriate amount to spend.

Here are a few worksheets to help visualize the cost curves on certain projects.

Marketing ones creative Self

In addition to having talent and abilities, or drive and passion in the creative space, is marketing ones creative Self. If you do it for fun, sharing it to inspire others or letting your creative Self shine outward is a good idea. The flower expresses its “Self” by nature— and so should you. And it’s not bragging or boasting—it’s being, expressing, and sharing. You know how you are drawn to others, impressed by works of art, or enamored by all the things in the world? By allowing your expression of creativity you align with and play and important part of that as well.

So how? Connect with or create a network. Social media is a great place to start. But friends, colleagues, associates, clubs, art shows, and other ways to get your “stuff” put there… Start with creating or sharing on social media though.

Professionally—you MUST market your Self. Your level of success, outcome and results are directly related to how much effort you put in to your marketing. And there are many, MANY ways of doing that today.

Start with social media. Create or work hard at using it regularly. Expand a useful, strategic, and meaningful  list of contacts. People that will either help, support, help grow, or contribute to your growth, sales, and success. Create raving, exciting fans that want to be a part of your network. Create awesome, useful, meaningful content that they MUST have. Show your stuff, advertise and market your wares—regularly and consistently.

For beginners only…

Other ways to market your creative Self might be using social media advertising campaigns—connecting to qualified leads. People that need your services. You can also leverage modern day online clubs, such as Fivr (https://www.fiverr.com/start_selling), or InDeed (http://www.indeed.com)— two popular freelance sites that you can grow and expand your design business. There are downfalls there however, you share your money with their fees— and become reliant on their platforms instead of your own— which I personally think is best. But, starting out, sure— grab some freelance work on those sites. Work it, expand it, grow it. At least try these things and see what works… And there are others. Etsy is a great DIY site for master crafters and designers alike. Amazon, Google, and other big players have stores and sites that allow you to sell your wares as well. Even Craigs List (http://www.craigslist.org) has leads if you search or advertise your stuff on their help wanted section.

The bottom line?

You need to get your name out there. Advertise your stuff. Talk about it, develop strategic, aggressive, and meaningful game plans to get your name out there, advertise your business, services, or abilities. And remember you get out what you put in. BIG (well thought out, meaningful, and truly passionate) effort means big results. LITTLE and meaningless effort will equate to absolutely nothing. It’s that simple.

If you want more advice, or help developing a game plan, or how to get massive results in your business, get a hold of me. Email todd@mitchellcreativegroup.com, or call me at (508) 494-8182.

Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution.

Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.

© Copyright Todd Mitchell, Mitchell Creative Group, LLC

eDocuments. The chameleon of design.

I wanted to re-post a prior blog here by popular demand! To show you how one bit of content—one document can be conformed into MANY different types of eDocuments…

There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.

An ebook (electronic book) is an on-screen document that can be as creatively intense— full of great content, awesome artwork, and exciting interactivity— or as simple as plain old text. An infographic is a ‘graphical representation’ of data or content, and can also be exciting, well-designed and fun, or as simple as can be. The goal should be to make the content easy to digest, fun to engage, and ultimately help throw your customers down the beautiful funnel directly to you!

The best part of imagination, at least for me, is that you can create anything. That is, after all, what creation is— right? And when it comes to ANY deliverable or creative project, there’s no reason to stick to the ‘norm.’ Imagine—create. 

For ebooks, and infographics I make it a must that I always think creatively—making it sing, energize, and behave in a way that makes it super compelling and easy to understand. Fonts, color, graphics, layout, design, and then the myriad of options that allow us to add interactivity. We can create ePubs, embed video, other content, add pop-ups of data, sound, and much more!

So another great way to be creative is to pioneer and explore multiple options, which include ‘blending deliverables.’ In this case, introducing ebooks to infographics. And in many ways they really are the same. With an ebook, it’s content—usually longer text… but usually has some graphics throughout. With an infographic, its content—but more artistic, visually and graphically represented, and not so text heavy. So why not merge the two?

Check out the samples below. And remember, the options are almost infinite with creativity. And with the variety of unlimited design potential, art, and imagination—matched with technology… Anything is possible. 

In the following examples, I started with an ebook— actually, an “InfoBrief” which is a variety of ebook—some text, some graphics. I created this InfoBrief for IDC originally with only that project in mind, and then using that as a model— converted it into several options to show you what “can” be done with any content. And illustrate the hybrid merging of ebook documents and infographics. How they can really work very nicely together.

InfoBrief

This example here below is of the original InfoBrief (ebook).

CLICK HERE TO VIEW AS A PDF

---

View InfoBrief, online as an “ePub” (electronic online view):

This ePub option allows more interactivity, embedding, social sharing, analytics, pdf download option, animation, and more… Same original InfoBrief, just in ePub format.

 https://indd.adobe.com/view/18874d9b-7c72-4c19-8516-32e81d9abd40

---

Mobile Doc

The same InfoBrief, converted and created as a “mobile document.” A version that can be downloaded and viewed nicely on a mobile device.

View Mobile Doc as a pdf on browser (ideal to view on a mobile device): 

---

Direct download Mobile Doc as an “ePub”— viewed on device ePub viewer (ideal to view on a mobile device):  

---

InfoDoc (or eDoc)—

A much more graphical representation of an ebook or InfoBrief. Treating pages with more graphical “oomph”—color, art, layout. AND blending in the infographic components. I took pages of content and created “infographics” on a page, rather than flowing all the text.

The InfoDoc (or eDoc) is a hybrid ebook/infographic. Filling the gap between the two. As shown particularly on page 7— it combines prior ebook pages of content and merges that content into an info-graphical page…

Download and view “pdf” on your device: 

Filling the eBook - InfoGraphic “gap”

---

Download and view “ePub” on your device: 

Filling the eBook - InfoGraphic “gap”

Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution. 3.2.1. Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.

© Copyright Todd Mitchell, Mitchell Creative Group, LLC

eBook vs. InfoGraphics— filling the “gap”

There’s no creative law that says “thou shall only create content the way it’s always been.” In the creative space, tapping into imagination and creativity means allowing exciting, fresh, and invigorating ideas to flow through and out. And that goes for everything— and in this case, ebooks and infographics.

An ebook (electronic book) is an on-screen document that can be as creatively intense— full of great content, awesome artwork, and exciting interactivity— or as simple as plain old text. An infographic is a ‘graphical representation’ of data or content, and can also be exciting, well-designed and fun, or as simple as can be. The goal should be to make the content easy to digest, fun to engage, and ultimately help throw your customers down the beautiful funnel directly to you!

The best part of imagination, at least for me, is that you can create anything. That is, after all, what creation is— right? And when it comes to ANY deliverable or creative project, there’s no reason to stick to the ‘norm.’ Imagine—create. 

For ebooks, and infographics I make it a must that I always think creatively—making it sing, energize, and behave in a way that makes it super compelling and easy to understand. Fonts, color, graphics, layout, design, and then the myriad of options that allow us to add interactivity. We can create ePubs, embed video, other content, add pop-ups of data, sound, and much more!

So another great way to be creative is to pioneer and explore multiple options, which include ‘blending deliverables.’ In this case, introducing ebooks to infographics. And in many ways they really are the same. With an ebook, it’s content—usually longer text… but usually has some graphics throughout. With an infographic, its content—but more artistic, visually and graphically represented, and not so text heavy. So why not merge the two?

Check out the samples below. And remember, the options are almost infinite with creativity. And with the variety of unlimited design potential, art, and imagination—matched with technology… Anything is possible. 

In the following examples, I started with an ebook— actually, an “InfoBrief” which is a variety of ebook—some text, some graphics. I created this InfoBrief for IDC originally with only that project in mind, and then using that as a model— converted it into several options to show you what “can” be done with any content. And illustrate the hybrid merging of ebook documents and infographics. How they can really work very nicely together.

InfoBrief

This example here below is of the original InfoBrief (ebook).

CLICK HERE TO VIEW AS A PDF

---

View InfoBrief, online as an “ePub” (electronic online view):

This ePub option allows more interactivity, embedding, social sharing, analytics, pdf download option, animation, and more… Same original InfoBrief, just in ePub format.

 https://indd.adobe.com/view/18874d9b-7c72-4c19-8516-32e81d9abd40

---

Mobile Doc

The same InfoBrief, converted and created as a “mobile document.” A version that can be downloaded and viewed nicely on a mobile device.

View Mobile Doc as a pdf on browser (ideal to view on a mobile device): 

---

Direct download Mobile Doc as an “ePub”— viewed on device ePub viewer (ideal to view on a mobile device):  

---

InfoDoc (or eDoc)—

A much more graphical representation of an ebook or InfoBrief. Treating pages with more graphical “oomph”—color, art, layout. AND blending in the infographic components. I took pages of content and created “infographics” on a page, rather than flowing all the text.

The InfoDoc (or eDoc) is a hybrid ebook/infographic. Filling the gap between the two. As shown particularly on page 7— it combines prior ebook pages of content and merges that content into an info-graphical page…

Download and view “pdf” on your device: 

Filling the eBook - InfoGraphic “gap”

---

Download and view “ePub” on your device: 

Filling the eBook - InfoGraphic “gap”

Simple, practical, and inspired creative. Free creative coaching. Free first project for qualifiers. The best creative solution. 3.2.1. Get creative. http://www.mitchellcreativegroup.com, todd@mitchellcreativegroup.com, (508)494-8182.

© Copyright Todd Mitchell, Mitchell Creative Group, LLC

Event websites made easy.

Event websites made easy.

It doesn’t take much to get people to your event. Email your list, promote it on your own business website, and let people know on your social media channels. You can even mail out simple promo cards to build awareness. And all of that can and should be real simple to do.

But you can also create a simple custom web page for your event where you can track traffic, get analytic data, promote speakers, sponsors or venue information. It’s a “hub” you can now share that folks go to FROM all your other communication channels. Promote it and lead them to a custom event site.

You can then make all updated on the site, and have it become the goto site for the agenda, events, and more. It can also hyperlink to your own registration pages, or we can help you create that.

VIEW SAMPLE

Cost and time are minimal here. We can get you a custom url, and set it up in under a week, and within a very reasonable budget (average $2K-$5K). Depends on size and budget.

Let’s get creative. 

todd@mitchellcreativegroup.com

Branding and Identity—Some key questions.

Branding and Identity

Key questions to get started.

A brand, is an experience. It’s a meaningful, and passionately created existence. It can be a product, a service, or business. It can even be a person, a team, or a volunteer organization. And while some of the strongest brands are organically grown and naturally attractive, powerful and compelling some may take more work to craft. But in the end, the strongest brands in the world are effective and draw in a tremendous following. They get results and in some cases create a very powerful ever lasting “institution” with profound effects on the whole world. Think of a company like Nike that can turn $2 of fabric into a $35 t-shirt. THAT is what branding can do. Here are a few key takeaways to consider in developing your brand:

The name

If you have one—Name of your product, service, company, or business:

What does your name mean— where does it come from?

If you do NOT have one, what are some ideas you have? Name 5-10 ideas for a business name:

What business are you in?

List a series of “keywords” people might use to find you online (as many as you can):

The brand

If you have a logo— what does it represent?

If you do NOT have a logo, what symbols, icons, or graphics come to mind with your business?

Name three brands you are impressed with:

Do you have any websites you are impressed with?

When someone sees your brand (logo) what should it represent? What should it mean?

What bothers you most about your brand identity right now?

Do you own any copyrights, patents or trademarks currently?

Do you see your brand as a single company brand, or possibly a group of brands under one name (divisions)?

The mission

Your primary mission or purpose—your “elevator pitch”— a sentence that summarizes your business:

What values are important to you?

Why should people call you? What makes you the best?

What technologies or capital will you need to invest in to complete in the future?

What’s your top money-maker now?

What value do you bring to the marketplace?

The customer

Who is your typical, current customers— who will engage with you, and conduct business?

(Be specific here, age, location, business types, etc…)

Who SHOULD be your customers? (target customers)

What are your customers needs?

What different needs will they have in the future? 

Who is NOT your ideal customer? Who we steer away from:

What social media platform might your audience be on?

The reach

How you GET business customers— how do they find you currently?

How do you connect with or communicate with your customers?

Do you use, or engage with social media? Which ones?

What events might you consider going to or having a presence at?

Where do most people find out about your type of business?

Do you own or have access to a web domain name currently?

Do you own or have access to a web hosting account currently?

The competition

Who is your top competition? 

How are you different than your main competition?

The future

Where do you see your business in a year?

Where do your see your business in 5 years?

Where do you see your business in 10 years?

Get creative. todd@mitchellcreativegroup.com