Out to lunch at LA2M
I have been an Art Director at MOVE Communications for almost a year now, but this is the first time I was asked to attend a lunch event  and write a corresponding blog.  Fun… right? Well, if you are a visually creative person like myself, the thought of sitting in one spot and paying attention for an hour, or writing something someone else may want to read, is a bit of a brain fry.

WE are our target audience
Not to say that Ross Johnson, of 3.7 Designs, did not give a very interesting and thought-provoking talk, only that my notebook is four pages full of scribbles (or future masterpieces, whichever way you like to look at it). My mind is also swimming with ideas about turning everything I have been doing in marketing upside down.

The Lunch Ann Arbor Marketing (LA2M) talk was titled, “Your Customers Are Crazy...” The room was polite and attentive as Johnson talked through some interesting, yet basic ideas of marketing. For instance, understand your target audience. This one we all know. Right? But, do we really implement it?

After all, WE are our target audience. As Johnson points out, unless we’re marketing to animals, WE are all marketing to humans, WE are the market, and WE are everyone else. So, are WE being realistic with ourselves and using the thoughts that go through OUR heads the moment WE make a purchase, to market another product?

Marketing can be emotional and irrational
If we’re honest about how WE ourselves purchase and buy, it is all based on emotion. We may use logic and reason to explain it afterwards, but that moment you decide to buy something, you say…'I must have it!’ If people buy things to create that small surge of impulse and happiness, then emotions make the decision.  Irrational behavior is our target audience. So how do you grab the attention of irrational behavior? The answer may not be completely clear, but it would be a pretty good guess that anything involving logic and rational thinking will not do the job.

As a creative thinking person and one who does not like to be confined to process and structure, I think… HOORAY! Here is what I was waiting for.They are giving me a way to justify throwing out all of the rational thinking.

There are numerous studies to show that we only notice the abnormal.Things that seem similar and familiar are processed so quickly by our brain that we piece the information together before we are even finished seeing it. The more common something is, the more likely we are to overlook it. We overlook our keys that are sitting in front of our faces as we tear the house apart looking for them, or banner ads that pop up and look just like the banner ad that popped up yesterday.

Be different and connect emotionally
Things that our brain remembers are different from everything else.To be a good marketer, DO SOMETHING DIFFERENT! How different? Really different! Our brain unconsciously notices everything and shapes what we create based off of it.

Johnson gave an example that I think illustrates this effect nicely. A room full of people at an auction were asked to bid on a bottle of wine.The bottle was not labeled and nothing alluded to its price. Each person had only a piece of paper and a pencil. Before writing down a bid they were asked to write the last two digits of their social security numbers in the upper right corner of the paper for identification, and nothing else. The people who had high numbers for those digits bid a higher price on the wine. And likewise lower for the low digits. These two little numbers written on the page influenced, at a subconscious level, the price of the bid. Johnson calls these baseline influences “anchors.”

Everything is influenced by these subconscious anchors. Everything we do, from research to process to benchmarking, dictates how we market a product.  Intentionally or not, we will generally market it just like the brand or product before, and we may miss an opportunity to present it as unique, or differentiate it enough to stand out and be bought by the emotional buyer.

Let creative seep into our reason
If we could design and market based on the fact that we are irrational and crazy beings, then maybe marketers wouldn’t fail. It would be so different and out-there, that the response would be consumer attention and ultimately sales.

Keep in mind that there are large chunks of this lunch meeting when I scribbled pears on paper and played with my straw and lime to make a boat in my ranch sauce. Just in case someone at the meeting is saying, “That’s not what the presentation was about!”

Now, I do think that as companies and places of business, we can’t just throw out all reason and logic. I am not expecting my boss to end all meetings and toss the process book out the window. But the idea of it is exciting!

If we could incorporate just 1% of this thinking into all of our scheduled and systematic days, maybe we can start creating new ideas, not just regurgitate the old ones. If we could all zone out in the meeting and scribble on our notepads, go to the place where you get out of your own way, and the creative brain seeps in and says, ‘Hey! I know something fun we can do!’ then maybe we could start producing new and exciting brands and marketing that would grab the emotional buyer’s attention.  

And this is probably why you should be careful when you send your company creative to marketing meetings!

Just like a viral YouTube video or Reality TV star, Pinterest’s popularity seems to have exploded overnight. With more than 10 million users, Pinterest is holding its own with fellow social media sites like Facebook and Twitter.

What’s it all about?
Pinterest is an online community where—as its name implies—you can pin different pictures that you find interesting. Here are some cliff notes at a glance:

• Categorize boards:  Pin pictures onto “virtual pinboards” that are categorized by your interests—from recipes to books to vacations.
• Share Pictures:  Follow friends, comment on pictures, re-pin posts and label pictures as your “favorite.
• Referral Traffic:  It’s a new channel for ideas and products to go viral, which is why it is becoming a popular venue for retail companies.

Basically, instead of bookmarking websites, Pinterest assembles everything into one place that is conveniently categorized by interests, popularity and even gift ideas.

Inspiring Our Creative Team
At MOVE, we regularly benchmark websites for design inspiration—and now it seems pinning is entering our creative process and project meetings. Thanks to Pinterest we can get lots of design inspiration in one place and more easily organize our design finds from other sites.

Jamie Bolak, our Creative Manager/Senior Art Director, has a board for Inspiration Ideas, Websites to Check Out, Logos and my personal favorite –“Digital Publishing Baby!” Fresh color palettes and clean-looking logos get Jamie’s creative juices flowing for when it really counts—client projects.

When I’m not seeing wedding pins from our newly engaged Art Director, Nikki Paffi, or style and recipe pins from other “pinners” I’m following, my Pinterest home page sports Nikki’s stylish pattern and clever design pins.

No matter how you use Pinterest—or profit from it like those lucky retailers out there—Happy Pinning from us at MOVE!

Research By: Katelynd Park

Love of the Automobile Endures
Our relationship with cars may not be the same as that of our grandfather or great-grandfather, but that emotional connection continues to be passed down—especially when you live in Michigan.

As a Michigander you not only have a connection to your car—which, of course, is none other than American-made—but more than likely your job, company or your sister-in-law’s cousin has some connection to the auto industry. Don Hart, President of MOVE Communications, can attest to this. In January he attended Autoweek’s annual Design Forum at the College for Creative Studies to hear about the three subjects that affect our company: Cars, design and marketing.

The forum brought together some of the best brains in the business to discuss what it is like to design for today’s consumer. One of the speakers included was the “Father of the iPod,” Tony Fadell, who used to serve as Senior Vice President of Apple's iPod division, where he developed the first 18 generations of the iPod.

Staying Connected Through Technology
Fadell came out of retirement to found Nest and create an energy-efficient thermostat that is Wi-Fi enabled so you can adjust your temperate settings via iPhone app from anywhere around the world.

He brought this concept of “staying connected no matter where you are" to the forum. Sure, technology has entered our cars. For example, our conversations no longer need to end on the way out the door; we can simply enable our Bluetooth headset and drive handsfree. Then there are the latest innovations, like Ford’s new feature that will read your texts out loud and respond with pre-selected messages. But, Fadell wants to see electronics blend more seamlessly with cars for an enhanced consumer experience.

Millenial Point of View
Clay Dean, Director of General Motors North America’s Advanced Design, suggested that the Millennial generation of 80 million strong, who his company is targeting, isn’t asking for the glitz and glam of high-tech features; but instead they desire a vehicle that reflects their culture, triggers emotion and reassures their commitment to the brand. 

Peter Schreyer, Chief Design Officer at Kia, is dedicated to pulling on the heartstrings of consumers, because he too sees a strong emotional connection between people and their cars. “Our fascination for cars is not a matter of age,” said Schreyer. “In our business brand building starts very early. Each of us remembers certain times of our lives and the car we had.”

Designing and the Environment
Max Wolff, Design Director for Lincoln, focused on the designs saying, “Our design must differentiate us.” Comparatively, Peter Horbury, Senior Vice President of Design at Geely Group, who designs for Volvo, shared a perspective from oversees. According to Horbury, car buyers from Sweden and Scandinavia are looking for vehicles that are more environmentally savvy.

A Valuable Relationship
Whether you believe today’s consumer is looking for technology, an emotional connection or design, or all of the above, we can’t deny that the auto industry has devoted itself to keeping up these relationships and inspiring new ones.

Blog Post By: Jade Grammatico, MOVE Winter/Spring Intern and Kim Beson, Associate Writer/Project Coordinator.

Today I attended the weekly Lunch Ann Arbor Marketing presentation at Conor O'Neills on Main Street. Aside from having a fantastic lunch, I learned a lot about the importance of utilizing music within your strategic plan and messaging. This weeks presenter was Don Kline of Fleming Artists and 8BoxMuxic. He began by telling the history of jingles and their role in advertising. He referred to successful jingles as "earworms"--perhaps a snippet of a song that gets stuck in your head and "embeds" its message in your brain. The very first--and one of the most successful "earworms"--was "Breakfast of Champions" by Wheaties in the 1920s. The longest running jingle ever was from Slinky. Slinky's tactic was to use a song that would stick with children like a nursery rhyme; as such, it became part of the family dialogue about toys. Don Kline also spoke about how, in recent years, "advertising" music has become more mainstream by expanding to include popular music and up-and-coming bands. His example was Cadillac's use of the band Phoenix and Led Zeppelin. It effectively speaks to a specific generation.

Don Kline went on to talk about how to obtain music to use in your marketing materials. "Royalty free" music is free to use, but may be overused; creative commons licensed music is licensed by the musician and allows free usage of the music within certain terms and stipulations--for instance, it must be used for a charity purpose or you must agree to not alter it in anyway, etc. There are certainly many types of creative commons licenses. He also spoke about ASCAP and BMI licensed music as well as master licenses, which can cost anywhere from $10 to $10,000+ dollars.

Don Kline ended his presentation with some great tips for implementing music on websites.  Here are a few he mentioned:

1) Be certain that the music enhances your message and is not just there to be "cool."

2) You MUST have an "off" button for sound on your website. People get really irritated if they don't have an option to stop the music.

3) Be legal. Do your due diligence to make sure the music you are using is, in fact, free to use.

4) Use the best audio quality possible.

5) Make sure the music compliments the site and brand. For example, don't have smooth jazz playing on a pro-sports team's website.

6) Don't let the music begin abruptly loud. The viewer doesn't want to be startled.

7) Ease into the music.

8) Make sure the music has a purpose. Is it for an intro, for background music, etc? People don't usually want to hear music the entire time they are using the site.

9) Loop the music if necessary.

10) Don't employ the "butcher." Make sure the music is fluidly edited and is not "choppy."

Make sure to keep up to date with LA2M and support Ann Arbor Fiber!

Happy Friday everyone! I am Claire Harold, the newly hired Graphic Designer for MOVECommunications.  Last week I had the pleasure of attending AIGA Detroit’s Information Architecture & Usability Research workshop for the web as a part of their Design+Business series of presentations.  I learned a plethora of things about the importance of information architecture and usability. 

The first speaker was Chris Farnum, Senior User Experience Designer at ProQuest here in Ann Arbor.  Information Architecture is the navigation, organization and labeling of content on a website in order for it to be “user-friendly.”  In small companies, like MOVE, the designers do most of the information architecture along with the graphic design, but in larger companies they are separate roles.  The IA (info architect) provides a guide for the designer--a blueprint of the content.  This is given to the designer as a wire frame, which is similar to a design layout (but isn't), and the graphic designer then uses that blueprint to lay out the design and visuals.  In an ideal work situation, this is a fluid process.  Chris talked about the fact that there can sometime be tension between the IA and the designer--with the designer feeling that their creative vision is being "stepped on" and the IA feeling that their need for familiar conventions and mass of information is being restricted.  This is an internal conflict that I often deal with when managing a lot of content.  Where do you draw the line between needing a clean, crisp, original design and, at the same time, needing to maintain the practical conventions to please the client?  There is no clear answer to that question other than to say that there has to be a balance.

Chris provided us with some great resources for reference.  Two books that he really endorses are Information Architecture for the World Wide Web by Rosenfeld and Morville and The Elements of User Experience by Jesse James Grant.  He also suggested looking at Human Computer Interaction (HCI), Library Science, The Information Architecture Institute, The Information Architecture Summit, ASIST SIG-IA, IUE Conference, boxesandarrows.com, and the IDEA Conference. 

Jodi Bollaert, the second speaker and Vice President of Information Architecture & Usability Research at Team Detroit, spoke about website usability research.  I never realized how important it is to research the effectiveness of the navigation and design of a website. How do you know if your website is successful if you don’t ask the users?  It seems like a no-brainer.

Jodi also talked about various research possibilities and techniques and how to, before you research, define the objectives for your website.  What do you hope your users are doing there?  What do they want to accomplish while on the site?

The first research tactic is interviews--group or individual.  This requires an experienced interviewer to asks non-leading and open-ended questions so as to not form a bias within the question.  These interviews can be conducted via phone, online or in person.  The second is tactic is have a Focus Group that lasts about two hours and is a forum setting to inspire conversation about the usability.  It is important for group members to be the intended audience.  The third, Expert Usability Evaluations, involves having highly trained usability judges evaluate the website.  The big downfall is that it does not involve actual users.

The fourth, and Jodi’s favorite, is Usability Testing. These tests can be done on the phone, face-to-face, or remotely online. Face-to-face and phone testing is done by the user being prompted to actively find specific things on the website. The web testing is done via survey or screen sharing.  This tactic is much more cost effective and provides very specific information. Some samples of online testing services are Ethnio, Webex, and Go To Meeting and they are referred to as "intercept recruiting" because they catch and prompt a user while they are trying to use the site on their own.  The user is also usually given an incentive such as a gift card to Amazon.com.

Jodi’s resources included orgaizations like Usability Professionals Association and the Michigan Usability Professionals Association, websites like Useit.com, UIE.com, and Usability.gov.  She also recommended these books:  Rocket Surgery Made Easy and Don’t Make Me Think by Steve Krug,Designing Interfaces byJennifer Tidwell, About Faces by Alan Cooper, and Designing Web Usability by Jakob Nielsen.

I will absolutely be attending more of these workshops.  They are a wonderful community of professional designers and design thinkers, and they're available to bounce your ideas off of and to answer your questions.  Please visit Detroit.aiga.org for information about their weekly Design + Business workshops.