» I’ve been selling ads for the famous annual military book, the West Point Bugle Notes, for at least 16 years (that’s since 1995 or before). Selling ads for this publication has been a thorn in my side since I first accepted the job and, until this year, has been a source of annual dread. This is because there are a number of hurdles to overcome which rarely exist for other types of ad sales. First, the book is only 2.5″ wide by 4″ high, a pocket-sized book with a hard cover. Besides being given to the class of cadets entering West Point each year, it is sold in the bookstore to tourists or history buffs for about $40 each. With over 300 pages, it is nicknamed the “Plebe Bible” or “Book of Knowledge” because it contains vital information that cadets must memorize in order to graduate and has been published every year for this purpose for over a century. Only 16 pages are allowed for the sale of advertising on a first-come, first-serve basis, and these are grouped together in the back of the book in black and white, even though there is color used elsewhere in the book. With approximately 4400 cadets within the student body or “Corps of Cadets,” the Bugle Notes has a role of great significance to the success of each future soldier enrolled at West Point; hence its small size and substantial construction. This book is looked at hundreds of times at every opportunity during a cadet’s residence at West Point to allow ample exposure to absorb its content. While most of the information is serious or historical, there are portions which could qualify as entertaining. Advertisers would like to think that their ads provide some “relief” as well.

Unlike ads sold to accompany editorial matter in a consumer magazine, for instance, ads which appear in the Bugle Notes accompany text about West Point’s mission; code of conduct; famous speeches; role of sports; basic, individual and tactical skills and values; buildings; monuments; ranks, medals and badges; academics; history; tradition; songs; cheers; etiquette; and other essential military information. Since its founding in 1802, West Point has been an integral part of American history with famous leaders such as Generals Ulysses S. Grant, Robert E. Lee, John J. Pershing, Douglas A. MacArthur, Dwight D. Eisenhower, George S. Patton, Norman Schwarzkopf and David Petraeus among its more than 67,000 graduates. It takes a special kind of person to appreciate the privilege of having one’s ad appear in such company.

According to the United States Military Academy website, “Nearly 3 million people visit West Point each year,” which includes families and friends of West Point cadets, alumni, senior citizen tours, school groups, and American and international tourists from all over the world. This website also states that West Point is one of the top three tourist attractions in the state, according to the New York State Department of Tourism. With those kinds of statistics and interest in West Point, it is no wonder that the Bugle Notes sells out at the bookstore each year.

While the Bugle Notes is thought of as more than an encyclopedia requiring memorization, given the widespread belief among alumni that its wealth of worthwhile information provides a proud heritage with which to confront life in any situation, it is usually not considered a vehicle of clear-cut value to local advertisers. Until I point out that parents and other visitors will be needing lodging, dining, shopping and touring suggestions during their multiple trips to visit for a multitude of annual events, football games, or just a chance to see their children, the revered Bugle Notes suddenly becomes a coveted advertising medium with a clear target and great value. A full page sells for only $350 for the whole year and can communicate an advertiser’s message repeatedly with long-lasting effect.

What I find disturbing is that the local market for advertising potential is one of very small businesses struggling in a depleted economy, eking out a living at best. However, these same businesses express gratitude for the constant stream of patrons who seek their services because of their proximity to West Point and see the merits of advertising in the Bugle Notes, despite its relatively “hefty” cost, as a result.

Years ago, there were advertisers of national stature who also sought to reach this same market with messages of inspirational substance. However, the economic meltdown has affected the availability of funds for such peripheral media and lofty goals. These advertisers were usually representative of national defense or government agencies and looked to shape the psyche of tomorrow’s military leaders through a book so unique and important to a cadet’s future.

That said, I mentioned above that until this year, this annual project was one of yearlong dread. What changed this year? My approach! Sixteen years ago, as well as up until only a few years ago, my market for Bugle Notes ads was reachable only through personal visit, mailed letter or phone calls.

I despised interrupting these business people with phone calls which only served to annoy them. Mailed marketing postcards or letters largely went unanswered except for some renewals, and personal visits were a huge investment of time and travel for me and rarely were more than a source of tedium to those I visited. But those were the ropes and I learned them well.

This annual dread became such an issue for me that I chose to divulge my source of anxiety about doing this job to management at West Point several years ago. Clearly aware that it would be tough for anyone to sell this product in such an economy, they practically begged me to continue temporarily until they could find a replacement. More years passed where they somehow didn’t contact me to perform this task until very late and therefore were more forgiving about my efforts if I were to just keep those who might renew. I aspired to do as good a job as possible under the constraints of limited time and even more limited funds. Until this year!

I had received a West Point contract extension last fall which clearly alerted me to the fact that they expected me to perform the job on time this year which I usually start in January. Rather than dread the job, I decided to prepare an exciting website and equally attractive emailed presentation which I could release to a list of addresses I would research myself and build with personalized marketing messages. If the emails reached anyone capable of making a decision, they could click to visit the website and purchase an ad online without ever needing to speak to me. Of course, I gave them ample contact information as well.

I was understandably trepidatious about going about marketing this opportunity via email since it is a well-known fact that much of email is shunned because of fear of computer virus infection, or worse, because it never reaches a viable candidate as a result of ubiquitous spam filters. And, slow to evolve into the high-tech era, the local market for advertisers had never been reached by computer before. Not to mention that marketing a printed vehicle of advertising through email was a bit unorthodox, no matter how unique the book!

Yet, one evening after having sent out about fifty targeted emails, I received notification of payment from PayPal! Someone had bought a full page ad and notified me that the artwork would follow. I was so excited that everything had worked just as I had intended! Shortly thereafter, another ad came through with payment. Then I received several emails asking me questions which I was able to answer by email which also resulted in more sales. Several people called me with questions or difficulty with payment. All questions were easily answered and all payments were successfully received.

When the selling period was finally over by the first of April, my total number of ads was more than triple what I had managed to sell during each of the past few years through traditional marketing. And this is a bad economy! Ironically, only a couple were renewals with the balance all new advertisers. I considered this a huge success, as did West Point.

What cadets and their families probably don’t realize, however, is that each word within such a small ad has been agonized over to try to deliver an effective message which will entice them to respond in some way. Without that response, advertisers will be discouraged about repeating their participation and support in future years. To my frustration, I have no way to communicate this concern to recipients of the Bugle Notes other than hoping perhaps some may read this article. And, it would be expected that those who read the Bugle Notes may feel no compunction to respond to any advertising, regardless of purity of intention or special efforts to compose appropriate messages.

If only they could appreciate the true spirit with which the advertisers invest in this medium, sympathetic to how congested the West Point region becomes with the constant influx of tourists. Hoping to make out-of-town parents and visitors aware of quality lodging available near West Point, several ads are for lovely bed and breakfasts situated in scenic and historic locations, while a number are for excellent and unique dining choices. With the new world-class sightseeing destination so close to West Point, a number of Poughkeepsie, New York advertisers hoped to present outstanding dinner and entertainment options for those who venture out to enjoy a daytrip to the Walkway Over the Hudson. And, with this Hudson Valley region so rich in history, there are ads promoting riverboat tours and nearby historical sites for interesting outings to delight any visitor.

Since I worked individually with most advertisers to create distinctive ad presentations, I naturally hope each advertiser will experience some success through our efforts. While I am not able to personally distribute each book to its end recipient which occurs when cadets arrive mid-summer, I’ve since decided to try to help these advertisers with one extra effort - by posting the entire group of ads online in book form with links to their websites should anyone discover them through an online search for West Point Bugle Notes advertisers.

Whether next year’s marketing of the West Point Bugle Notes will consist of renewals of this year’s participants, more newly discovered advertisers, or both, is a chapter reserved for a future reading. What I am sure about, however, is that those who own a copy of the Bugle Notes will devour its contents, honor its power, respect its history and cherish its significance for life…a tangible symbol of time spent at West Point, dear to the heart and etched into memory…’til death do us part.

For info about advertising
in next year’s
West Point Bugle Notes,
click here.

To see the 2011 West Point Bugle Notes
advertisers and their websites,
click here.

When clients engage us to create a logo for their brand, we are often asked whether they need to register the logo as a trademark or service mark. While it is not a requirement, doing so provides broad-reaching legal protection for the use of the mark in commerce.

Whether a trademark attorney should handle the registration is another common concern. Our advice is that you may attempt to do the registration yourself for a maximum filing fee of approximately $375 but the involvement of an attorney who would conduct formal searches and submit acceptable proofs of use in the registration process may prove to be a wise decision when considering the liability, inconvenience, expense and negative outcome of conflicts of rights or flawed filings.

» What is a trademark?

According to the United States Patent and Trademark Office (USPTO), “a trademark is a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others.” That means that logos, taglines and slogans may be eligible for trademark registration if they meet all qualifying parameters and are approved by the registrar.

What is a service mark?

The USPTO defines a service mark as “the same as a trademark, except that it identifies and distinguishes the source of a service rather than a product.” The terms “trademark” and “mark” are used equivalently to refer to both trademarks and service marks.

What is a copyright?

The United States Library of Congress’ Copyright Office, which is the registrar for copyrights, describes a copyright as “a form of protection provided to the authors of ‘original works of authorship’ including literary, dramatic, musical, artistic, and certain other intellectual works, both published and unpublished.” Protecting the form of expression rather than the subject matter of the writing, a copyright would only prevent others from copying the description. It would not prevent others from writing a description of their own.

When to use the superscript symbols: TM, SM and ®

Another question we are often asked to address involves when it is appropriate to use the superscript trademark, service mark or registered trademark symbols: TM, SM and ®. The use of the first two symbols is a way to formally claim eventual intent to register either the trademark or the service mark but such registration is never a requirement. Furthermore, if use of the trademark or service mark can be adequately shown with dates of use clearly evident, the inclusion of the superscript symbols TM or SM in conjunction with such usage is not a requirement as proof of ownership. The symbol ® can only be used after formal trademark registration has been completed and approved by the United States Patent and Trademark Office and doing so without approval would be noncompliant with federal law.

When to use the Copyright Notice

To protect your “original work of authorship,” it is recommended by the Library of Congress Copyright Office that a copyright notice be placed on copies of the work “to inform the world of copyright ownership that generally consists of the symbol or word ‘copyright,’ the name of the copyright owner, and the year of first publication, e.g., © 2008 John Doe. While use of a copyright notice was once required as a condition of copyright protection, it is now optional.”

What the Copyright Protects

It is important to note that documentation from the United States Copyright Office states that “a copyright does not protect ideas, concepts, systems, or methods of doing something. You may express your ideas in writing or drawings and claim copyright in your description, but be aware that a copyright will not protect the idea itself as revealed in your written or artistic work.”

According to this office of the U.S. government, “your work is under copyright protection the moment it is created.” Such “work” now includes websites, but not domain names, which are registered and protected as such through The Internet Corporation for Assigned Names and Numbers (ICANN), a nonprofit organization responsible for domain name system management and administration through accredited registrars.

Why Register a Copyright

Copyright registration is strictly voluntary but will be required in the event that you wish to bring a lawsuit for infringement. It is helpful to have your certificate of registration a matter of public record, possibly making your work eligible for statutory damages and attorney’s fees in successful litigation. Proving copyright infringement requires skillful understanding, interpretation and defense of the frequently changing copyright laws which contain many gray areas of application and usually deter legal pursuit due to inordinate expense.

How to Register a Copyright:

If you choose to file online, registration of your copyright is $35 per work. If you file conventionally, the fee is $50 per work. You are not required to disclose your real name; pseudonyms are acceptable forms of identification. Also, it is advisable to keep in mind that your registration will become a matter of public record so you should be careful about disclosure of your private information. With more than 600,000 submissions received by the United States Copyright Office per year, the registration process can take up to six months if filed online, and up to two years or more if filed on paper. Fees are nonrefundable. You must also submit at least one nonreturnable electronic or hard copy of the work(s) you wish to register subject to an array of other requirements depending on the type of work, whether published and other variables. The length of this process should not impact your plans to publish either the copyright notice or the work itself. Only your need to file copyright infringement may be affected by the date of actual registration. For more information about this, go to http://www.copyright.gov.

How to Register a Trademark:

Before applying for trademark registration, a formal search of existing or pending trademarks is conducted in order to avoid conflict of rights. This can be done for free by the registrant or his attorney via the online federal TESS (Trademark Electronic Search System) database as well as at selected public search facilities nationwide. In the event that the trademark is defined by a unique design, it will need to be searched with the use of a design code available within the government’s Design Search Code Manual. If a possible conflict is detected, it can be checked further by searching the federal TARR (Trademark Applications and Registrations Retrieval) database. In order to conduct this type of search, you will need the serial number or registration number of the conflicting mark.

If no conflict is revealed, the next step is to prepare a “drawing” of the mark you intend to register. There are two formats possible for mark registration: (1) standard character format; or (2) stylized/design format. The USPTO describes the first as a mark that includes “word(s), letter(s), number(s) or any combination thereof, without claim to any particular font style, size, or color, and absent any design element. Registration of a mark in the standard character format will provide broad rights, namely use in any manner of presentation.” The second format would seek to protect a mark having a particular stylized appearance, such as logos we design for our clients. In the past, such a drawing had to be submitted in black and white with a range of patterns to depict differentiation of tones used. Today, the drawing can be submitted in color with precise accompanying descriptions detailing where the colors are used. Such drawings must be consistent with proofs of actual use also required for submission in the application process. These proofs are referred to as “specimens.”

In the registration of a product trademark, as opposed to a service trademark (or service mark), an acceptable example or specimen must show the mark used on the actual goods or packaging for the goods. This includes a tag or label for the goods; a container for the goods; a display associated with the goods; or a photograph of the goods that shows use of the mark on the goods. Actual products are not acceptable examples in the registration process.

When seeking to register a service mark, the USPTO states that approved samples of use can include “a sign; a brochure about the services; an advertisement for the services; a business card or stationery showing the mark in connection with the services; or a photograph showing the mark as used in rendering or advertising the services.” However, it is specifically stated that if the mark does not include terms that describe what kind of service is offered, it would not be an acceptable specimen of use.

It is essential to file the trademark registration form and its required components of application properly to avoid ensuing problems and delays in the process. If filing electronically, an immediate reply with a serial number of the application should be expected. However, the entire process can take up to several years depending on what legal issues arise during the course of the examination of materials. Findings by a federal attorney citing conflict of previously registered or pending rights, or failure to qualify as a trademark are common reasons for delay. These may include use of a surname or determination that the mark is purely ornamental or even deceptive in its presentation. Such criticisms can be appealed but often are unsuccessful and tend to add further postponements and additional expense to the process if you have engaged an attorney to represent you.

If all obstacles are overcome and the mark is approved, the registration remains valid for a period of approximately five years at which time a subsequent Affidavit of Use must be filed, with a Renewal filing due prior to expiration at ten years. Should any of these deadlines be missed, there is a six-month grace period allowance for either filing with the payment of additional fees.

In any case, it seems that the major reason to pursue formal registration of a trademark, service mark or copyright is to provide tangible grounds for suit if unlawful infringement of rights becomes an issue. For some small businesses, the cost to prevail in such a lawsuit would probably be so prohibitive that the decision to bring a case forward would be ultimately discouraged, rendering the effort and expense to submit all trademark or copyright registrations an exercise in futility. Therefore, the value of such registrations is dependent on the circumstances affecting each individual case.

For further information from The United States Patent and Trademark Office, go to http://www.uspto.gov/

I used to worry about other people stealing my work. I do lots of different kinds of things so there is plenty to steal. In 35 years of being in business, I have produced plenty of exceptional photos, illustrations, graphic design, ads, websites, printed collateral material, logos, music and writing, to name just a few. And of course, I also have plenty of clients for all my competition to try to steal away from me as well. This is normal. If you are talented in any way, or in business of any kind, people steal from you.

What about copyright laws? Unless you want to waste lots of money hiring a lawyer to chase after every thief and take them to court only to get a judgement against them which they probably will never pay, what is the use? And that’s if you’re lucky. Most of the time in cases of Internet violation, you can never even locate the person responsible, let alone convict him of the crime. But it’s not money I’m after. If I were, why in heaven’s name would I be writing articles for Internet article directories who don’t pay for use of their articles? I write for such sites to get the benefit of linkbacks for my website and blog. What are linkbacks? They are a vital component of SEO (search engine optimization), as links back to my website from highly ranked, popular websites, which contributes to my achieving page one search results for my own website when appropriate keywords are searched on Google. It’s complicated but it works.

» I recently was searching for some javascript code I could use to do something clever on my website. When I found what I wanted to adapt, I checked to see what the terms of use were. The writer of the code very humbly asked for a mere $5 if you wanted to remove his name from the invisible credits that would only appear where other code seekers would see it. Otherwise, it was free. How can you not respect a request like that? I happily left his name even though I needed to spend many hours tweaking the code to work in my situation but felt a certain kinship with this skilled individual that engendered the utmost in admiration and obedience. I treat others the way I wish to be treated myself.

It certainly was upsetting when I first realized that my articles were being used improperly and published as if written by someone on the website where I happened to find them. I checked the usage policies of the article websites to which I had submitted my articles which stated that it was required that articles be published with a signature line (meaning, author’s name) along with a link to the author’s website.

After reading that, I thought, “Oh, great! Maybe they will help me enforce their policies.” But after further reading I quickly learned that it was my responsibility to do any policework, notifying offenders of what they so innocently had overlooked. Once such violations are brought to light, these well-meaning publishers will be eager to correct their ways. Ha! That’s a laugh!

Not only do these offending websites have no way to contact anyone, they are enshrouded in secrecy by unknown hosts who ironically invite you to “report abuse,” only to inform you that they cannot accept responsibility for any individual blog publisher’s offenses. If you want to try posting a comment to communicate the violation, you usually need to register and log in, divulging all your own personal information, so your comment will ultimately get picked up by Google associated with a less-than-reputable website in some future search that will follow you to your grave. (Is this where we’re headed, as members of this Google-dominated culture we live in?)

As I was searching the title of my article which is how I discovered the stolen usages, I saw something else which made me realize what a tangled web we weave on the Internet. One instance of my article used my title verbatim, but what followed in the body of the article was what appeared to be an error-ridden, broken-English, horrendous translation from some other language, which suggested that this article had gone full circle. I imagined someone publishing my English-language article in say, Chinese, for example, and someone translating it back into English to use it on the website where I found it. Let’s just say I wasn’t a bit unhappy about the lack of attribution in this situation!

But this is sad… a very sad state of affairs, wouldn’t you agree? Or isn’t it, rather, “Wake up and smell the coffee! This is reality, so get over it”? Hence, my resignation. As a person with wavering self-esteem to begin with, I accept having someone pirate my work to call his own in the same way I accept someone cutting me off in traffic, or cutting ahead of me in line at the grocery store. It’s gotten to be so commonplace that what else can you do but just shrug your shoulders about it? Sure, you could make a scene but ironically in today’s society, you would be running the risk of getting arrested for breach of peace and instigating a public disturbance. That would be a perfect example of today’s justice. No thanks. I’d rather just look the other way and be glad that they’re not hauling me off as the real criminal for publishing interesting articles that tempt others to steal them.

But… just a minute! Isn’t that a website that has actually included my name as the author? And included a link to my picture and website as well? Well, now. Isn’t that nice of someone, to be so kind! Funny how abiding by the rules we’re all supposed to be following is the new supernatural, worthy of reverence usually reserved for the divine or the immortal.

Are we so jaded that merely obeying the law of the land has been elevated to an act of sainthood, and deserving of the grand prize awarded only to superhumans? I guess it follows then that telling the truth, showing respect, offering help and being fair are also beyond expectation for normal individuals, and anyone exhibiting such behavior should be honored with recognition as one of today’s superheroes. Never mind that many religions teach “Thou shalt not steal”; in fact, raised as a Catholic, I was taught not to even “covet” my neighbor’s goods, let alone go so far as to steal them. It was wrong to even “lust” after them, to use a term made famous (or would it be “infamous”?) by Jimmy Carter in a Playboy interview back in 1976. And certainly in civil law, everyone knows it is a punishable offense to take something that doesn’t belong to you. But this is more than that. It is not only taking it, but gaining glory from it as well! And in some instances, it is even gaining revenue from it because of advertising that appears as a result of its saleability and magnetic appeal, drawing cybertraffic to fulfill promised ad viewership. That should fall under a more grievous category and worthy of an even bigger punishment.

And if I were inclined to contact a copyright lawyer, I would be advised of my many rights in such a case. I would also be informed that I would be responsible for payment to the lawyer to represent me whether he was successful in apprehending the guilty party or not. Another case of divine justice gone bad. My rights are violated and I pay as a result. No pain, no gain, right? The pain being my shock and awe at having been so flagrantly ripped off; my outrage at having someone else impersonate me as the author; and my disgust at needing to pay a lawyer to defend my rights. The gain? Obviously all in the thief’s court, so to speak.

» But what a fickle lot we are. With the attention span of no more than a nanosecond, it seems, we are a nation riding on the coattails of the latest craze, intoxicated by a momentary infatuation with the newest whim, usually a product of the media circus. At this very moment, we are all caught up in the LeBron James decision, the BP oil spill, the obesity epidemic and the global recession, in that order. But give it a couple of days and we’ll be on to a whole new spectrum of more current issues generated by the buzz of that day’s spin.

As a result, competition is pretty stiff for all those aspiring to achieve marketing superiority. Complicated by the many ways we have to market which include a predominance of those that are visually driven, I reintroduce the topic of this article: the importance of graphic design.

What exactly is graphic design? It is both art and science. It is the ability to package a visual presentation in the trappings of intellectual brilliance, psychological influence and cosmetic glitz. Using style and content to elicit the optimal viewer reaction, successful graphic design controls the entire experience of message delivery, one where the reception is strong, convincing and permanently memorable.

Walk down the aisle in any supermarket, take a drive down any major thoroughfare or spend some time browsing the Internet or flipping through the channels and you will be bombarded with an endless array of visual stimuli. Color, shape, size, and composition - these are the variables that define our options. Do we respond to big, bold and rich, or delicate, subtle and pale? Modern or classic? Plain or embellished? Simple or busy? Smart or dumb? Ridiculous or sublime? The alternatives are endless. Effective graphic design grabs us by the throat and forces us to react impulsively based on our innate sense of taste and preference. Without a moment’s hesitation, we either like it or dislike it. Buy into it or dismiss it entirely.

This can be quite the gamble for the marketing team, betting the farm on a single concept which utilizes a particular mode of graphic design. We in sales all know you can’t please everyone all the time. But tell that to the overbearing client who expects the moon on a silver platter.

What works better: the tried and true, or the revolutionary and innovative? Do people feel safer with the same old thing or crave the excitement of something new and different? It really depends on which market you are appealing to. With the tools of graphic design to work with, some marketers scheme to enthrall the gullible masses with their favorite tricks of the trade which usually consist of miraculous claims of suspicious origin. Then there are those who take an alternate route, resorting to sophisticated overtures to dupe a trusting segment of the market into swallowing their pitch - hook, line and sinker. My octogenarian parents used to fall into this group: suckers for a letter telling them they had proven themselves worthy of belonging to some distinguished group who recognized that higher prices indicated true quality. Oh, the tactics that give this profession a bad name! Few and far between are the reliable vendors who take the high road, representing their goods fairly and unequivocally, in a manner that emulates the utmost in excellence.

This puts an enormous onus on the graphic designer who must be able to fulfill the role of expert marketer, client liaison, creative director, copy editor and visual conceptualizer, not to mention duplicitous prevaricator and deceptive exploiter, in some cases. And in more than a few small businesses, that role is accomplished by a single person.

While traditional Madison Avenue advertising boutiques may have utilized a group of specialists in the heyday of the industry, the outcome of that type of collaborated effort was often a watered-down rendition because of too many compromises brought on by egocentric goals. When a single artist is given free rein, the end result can be an astonishing departure from the norm. Art by committee rarely is. Of course, that assumes that the graphic designer be of the genius variety with the ability to comprehend what is needed and how to make it happen. Too often, either because of lack of experience and/or lack of talent, graphic design can easily fall short of its goal, sometimes confusing the issue beyond recognition - even stifling its appeal with a total lack of aesthetics!

Since graphic design is a component of so many varieties of communications including ads, mailers, banners, publications, reports, letters, invitations, trademarks, websites, greeting cards, signs, displays, programs, film titles, packaging, posters, dust jackets and more, to name a few examples, its applications are universal and its impact indispensable. Next time you are faced with a quandary which involves making a decision about which product to buy, just ask yourself: “Am I getting this because I believe it is the best choice, or rejecting it because it costs too much?” Whichever you are doing, it is highly probable that its graphic design has influenced you in one way or another!

Click above to see the animated award-winning artwork

On March 17, 2010, Mid-Hudson Marketing, one of New York’s most prolific advertising agencies, was honored with the prestigious “Design of the Week” award from QuarkXPress, the benchmark in sophisticated professional design software. The Mid-Hudson Marketing artwork was chosen by a panel of international judges from thousands of entries by the world’s most famous designers who show their work at ILoveDesign.com, Quark’s new website.

Mid-Hudson Marketing’s winning entry entitled “Attract Some Attention,” features “dazzling animated graphic art representing a selection of ambitious projects done over three decades for a diverse group of excellent clients,” said company president Marilyn Bontempo, who created the work.

Recognized previously for work involving excellence in marketing, design, photography and website creation, Mid-Hudson Marketing lists 19 other individual awards on its website, two others on an international scale.

With a 35-year history of developing the image of success in business, the company describes its clients as members of the legal community, as well as the engineering, real estate, roofing, healthcare, financial, home improvement, manufacturing, luxury auto accessories and international scientific industries. For more information, visit MidHudsonMarketing.com or call 845-493-0070.

Setting up a Twitter account is actually quite an involved process. First, you need to choose a username by which you will be known to all who use Twitter. It must be a unique name, never used by anyone else in the world of Twitter. This name is limited in length to a finite number of characters which makes this process quite the challenge.

Once accomplished, you need to add a “bio” or description of yourself, or your business, which captures the essence of your raison d’etre on Twitter. Since this blurb (as we call it in the industry) will be the most frequently read piece of info you present – your definition, in essence – it should be carefully crafted to represent both what you wish to communicate as well as how you wish to be perceived. (A true marketing assignment!)

» Next, although you may be anxious to begin tweeting immediately, your Twitter persona will first need both a photo and a page background. Although Twitter graciously provides you with a choice of generic photo icons and backgrounds to select from, saving you the tedium of coming up with your own creative solutions to these further representations of your uniqueness, those who value individuality will cherish this opportunity. First, your photo need not be a photo at all. It can be any type of graphic, text, logo or iconic statement to render you the one-of-a-kind person or business that you are. Second, your background can be something you get from the endless array of Twitter backgrounds one can find searching Google or something you dream up and create yourself, depending on your level of expertise.

However, nothing is quite as simple as it sounds, not that we meant to imply that either task was simple. In fact, both tasks present difficulties above and beyond creativity. First, the photo appears in thumbnail size which means that any nuances, subtleties, tiny details or general clutter will probably not be terribly effective. In fact, the busier the photo, the more apt it will be to blend into obscurity. The background, which wraps around a fixed area where tweets and other Twitter-related info appears, can become easily compromised in effectiveness based on a user’s browser window width. Getting too technical for you? Perhaps the generic Twitter background is more your cup of tea.

Moving right along, perhaps it is time to get down to the actual business of tweeting, a challenge to all who may find themselves unable to express the crux of the matter within 140 characters, which isn’t much room. But if millions of people spend half their life on Twitter, it must be something that comes with practice. So, what to say?

If you are appearing on Twitter under the auspices of your business, it is best to keep your tweets pertinent to business, without any problematic comments or content which could come back to haunt you in some Google search, embarrassing you ten years from now. Can anyone remember what the world was like before Google, where everyone and everything that has any content on the Internet will now live on into perpetuity, regardless of how ridiculous, insignificant, inappropriate or undesirable it may be.

But I digress! Back to the reason for this article…to identify the Value of Social Media in Business… within a medium where millions of people argue the latest gossip ad infinitum, perhaps even ad nauseum. The value of tweeting about your business is that Google picks up such content (particularly if it includes a link to your business website or your business blog) and adds it to the behemoth database of searchable content on the Internet. This means that if you are in the business of creating green widgets, and your tweets mention that fact, should someone out in cyberspace search for green widgets, your website may just pop up atop the search results if you are among only a few green widget creators worldwide. Unless you know how difficult it is to come up on page one of Google search results, you cannot appreciate what a phenomenal accomplishment this is! Why? Because it is rare for anyone to look beyond page one in search results because of impatience or time constraints in this Internet age we live in.

Of course, certainly one tweet may not prove this true. Maybe even 100 tweets may fail to produce such results. But, from personal experience, I have seen participation on Twitter produce website visits, ecommerce sales, and best of all, advancement to the top of search results for many of my clients. How do I know this? Well, that will be the subject for another blog entry.

“According to a 2008 survey by Technorati, which runs a search engine for blogs, only 7.4 million out of the 133 million blogs the company tracks had been updated in the past 120 days. That translates to 95 percent of blogs being essentially abandoned…”  as a result of failure to attract traffic.

But not all abandoned blogs die from lack of reader interest. Some bloggers find themselves too busy! And therein lies the rub!

» Let’s see…my last post was on the 4th of January at which time we all thought the end of the world had arrived. So, what have I been doing all this time? Ironically, working, working, working! And in fact, I am the ghost writer/producer for a client’s blog so I’ve been extremely busy with his blog, leaving the shoemaker with holes in her shoes! Or in her head, maybe, for biting off more than she can chew with her own blog.

But I digress. To answer the question in the headline: In a nutshell…We in business have blogs so we can attract the search engines to our ever-changing, ever-updated array of blog entries which in turn brings traffic to our websites! Too bad we tend to get so busy in between entries!

Everyone wants to know. What’s going to happen to business in 2009? How can we maintain or even increase market share? What is the right thing to do to build business going forward?

I must admit that after having read countless blogs by national experts on the subject, I cannot say for sure I know the answer because I cannot predict the future. And I’m supposed to be one of the experts myself.  

While one blog/book title I came across made me laugh (All Marketers are Liars) by Seth Godin, called “the Ultimate Entrepreneur for the Information Age” by Business Week, I’d be lying myself if I said I’ve known exactly what to do for the past 34 years in business. I haven’t. But I do have instincts and I have been fortunate to have been right about general principles of marketing for an entire career. Otherwise, I wouldn’t be here.

» But I digress. My purpose is to share marketing strategies for a bad economy recently touted by some of the marketing leaders of our country. Here they are:

1. Add a Chief Conversation Officer: an idea from John Jantsch of Duct Tape Marketing. 

Founded on the idea that in marketing, talk is cheap and silence is fatal, a chief conversation officer’s duties would be to engage in dialogue members of the business and social community to deliver your company message. For example, this could include presentations at chambers of commerce, arranging seminars, social networking (in person and on the Internet), submissions to the press, blog development, etc. 

My viewpoint: If you have the resources to hire a person for this function or are inclined to be socially motivated yourself, then more power to you. As a long-term strategy, this could prove valuable.  

2. Focus on your Existing Customers: from Karen Scharf, an Indianapolis marketing consultant 

Her reasoning: Current customers are easier to market to and sell to, since they already know, like and trust you. Rather than cutting back on your marketing activities, now is a great time to maintain or even increase your marketing. Many of your competitors are reducing their advertising and marketing, making it much easier for you to stand out.

My viewpoint: Knowing my own clientele with whom I have close ties, I would not find it a wise strategy to pressure them with spending suggestions at this very difficult time. For 34 years, they’ve called me when they’ve needed me. However, if your customer base is large and is not one of personal relationships, providing them with cost-saving buying opportunities may be a worthwhile activity. 

3. Don’t Cut Prices! An idea by Dim Bulb Author and advertising critic Jonathan Salem Baskin, whose advertising blog was selected as one of the 50 Best in 2008.

His reasoning: People will still buy.  We just have to come to terms with finding better ways to sell.  And cutting prices isn’t one of them.

My viewpoint: Having experimented with price reduction for clients many years ago, I know for a fact that it doesn’t work. However, sales (discounting prices for a special period) are used universally as a technique to move merchandise but can erode intrinsic value as promoted through branding.

4. Focus on more Direct Forms of Revenue (i.e., coupons!): an idea from Louie Bernstein, a computer expert since 1976.

His reasoning: Reduce “image advertising.” It’s time to show good, measureable results. Coupon redemption programs and the use of promo codes can be very effective. When the economy is down everyone is looking for bargains. With coupons and promo codes you also get to track what’s working and what isn’t.

My viewpoint: Ironically, this idea contradicts idea number 3 above. However, I know from personal experience that coupons do work in the right industry and application. 

5. Diversify: An idea from Sonia Simone, Copyblogger, selected as one of the 50 Best Marketing Blogs of 2008.

Her reasoning: Try something new this year. Get outside your comfort zone. Move beyond what you’ve always done. This is the best possible time to create something remarkable and new.

My viewpoint: I wholeheartedly agree with this suggestion. For example, if you have a manageable customer base, use direct mail to reach them in an unexpected way.

6. Know Thy Customer: An idea from Bob Rentsch, Vista Consulting

His reasoning: How well do you know your customers? AND…How well do your customers know you? The business world is full of stories of customers who didn’t make a purchase because they didn’t know that the company they already had a relationship with offered a product or service they needed. Regular communication with customers and prospects is one way to help make sure that doesn’t happen to you – and email marketing makes it cost-effective. If you don’t have a regular newsletter, create one … NOW. But, a word of caution, make sure that you are committed to keep up the effort in future months.

My viewpoint: While I am a little squeamish about over-emailing my precious clientele with a one-size-fits-all communication as opposed to my usual very personal emails, I recognize that when Amazon emails me their specials, I tend to check them out because I’ve bought from them before.

7. Increase Marketing Activity! An idea from David Poulos, Granite Partners

His reasoning: Those companies that are so bold as to increase marketing activity stand a greater chance of taking market share from their less aggressive competitors and can rule the category if the downturn lasts long enough. The smart money here is being used to take market share from your more timid competitors, by increasing presence and exposure, and cutting other less-than-mission-critical expenditures for a short period to accomplish it.

My Viewpoint: Proceed with Caution. Make sure you target market and utilize guerilla marketing techniques (i.e., things you can do yourself at no cost) to preserve your capital.

Back in the sixties, Crosby Stills and Nash sang, “We have all been here before…” on their album Deja Vu… but this time, this is new to all of us. We’ve never been here before. How can we plan for return on investment when no one has any money left? Rich, poor, middle class…we’ve all been hit, hard.

» With the luxury of having a diversified perspective from the standpoint of many different industries, it is interesting to see how this economy is affecting various segments of the market. Real estate clients were the first to experience major trauma in their business back in 2005, with activity declining dramatically through the next two years. More recently regional automotive clients have begun to feel the repercussions of the problems on the national front. International service companies based here also began feeling the squeeze back in October when the stock market crashed because of the inability of their worldwide clients to continue to afford their services, as well as pay what they already owed. A vicious cycle, to say the least.

Perhaps a source of envy for many businesses, the legal sector has not shown signs of slowing. In fact, one accident injury client is signing cases at an unprecedented rate. And, after 25 years, he only signs cases that are a sure thing. Is this a coincidence, or is the public getting more litigious in its present state of economic shock?

Certainly, products and services are still needed but the marketing environment will be highly competitive to gain a worthwhile market share. How fortunate that in today’s world, most businesses have websites to serve as a portal for communication with customers and clients. Can we predict what industries will fall to the wayside as a result?