Marketing Minutes

Banking At Its Best

2011-05-18T10:36:00.002-05:00

Over the years, Heritage Bank of Central Illinois has retained its community bank culture while also remaining on the cutting edge of technology. During DLA's long-standing relationship with Heritage, this is third time we've updated their website ... each time adding new features and benefits for Heritage Bank customers.

Key benefits provided to Heritage:
• Copy written to meet consumers' needs while also achieving compliance approval in a tightly regulated industry.
• Relatable graphics and a consistent branding message throughout.
• Utilization of social media tools including Facebook and YouTube.

It's up to us to turn the economy around!

2011-05-12T08:15:00.000-05:00

"Generations X and Y will fuel the shopping growth needed to spur an economic recovery, according to a new study."

While Baby Boomers (ages 46 to 64) were largely responsible for the retail spending that fueled recoveries from previous recessions, this time the Boomers are rebuilding personal wealth lost during the recent recession and saving for their future.

Although Gen X is only 75 percent the size of the Baby Boom generation, 71 percent of them have children under the age of 18, which is a time of great spending. In addition, these individuals are approaching their peak earning years.

Generation Y members (ages 10 to 28) have plenty of time to earn and save for the future, and react less strongly to economic conditions. With 85 million people in this group, they outnumber the Boomers. And although 10-year-old children may not have jobs, they have purchasing influence. Have you seen a tween’s bedroom these days? It’s hard to maneuver through all of the stuff—Xbox, iPod, laptop, TV and more clothes than you can imagine.

The article further explains that Gen Y has always lived a life of instant gratification, and for them, a tech lifestyle is a need, not a want. Some of this tech “need” also bleeds over into the Gen Xers. In fact, I recently overheard someone talking about delaying a dishwasher repair so he could buy an iPad—that’s how people live today! Read the rest of the article from InterBusiness Issues here.

Convenience. Efficiency. Power in Your Hands.

2011-05-04T14:43:00.001-05:00

DLA Creative specializes in providing custom Content Management Systems (CMS). This service is applicable to both public websites and extranets.

You may be asking, “What’s the heck is an extranet?” Let me tell you. But first, let me share how it has made life easier for our clients.

KUDOS

After developing the main public website for the Center For Health – Ambulatory Surgery Center, we worked with them to develop an extranet. Here’s what they have to say:

“Our nursing staff continues to tell us how much they love the extranet and how it makes their job easier. I was involved with putting this together for our surgery center and DLA made it easy for us to get the job done,” says Debra Lee, RN, BS, CAPA.

The extranet also provides easy access to information when undergoing a Joint Commission site visit. “The extranet helped us sail through our evaluation. When our examiner was conducting his review, he told us most places aren’t able to access their information in such an organized, timely manner,” says Thomas Feldman, CEO of the Center For Health Ambulatory Surgery Center.

EXTRANET EXPLAINED

An extranet has the appearance and functionality of a website, but is password protected to provide access only to authorized users. This type of access is important to organizations that want to organize and store private company data in a way that enables appropriate employees to access their specific areas of need via a web browser – this is especially helpful for companies that have multiple locations.

At DLA, we have found that this is useful for a wide variety of businesses, especially those in the financial and healthcare fields. Some of the information that is uploaded and maintained (and only accessed by authorized individuals with varying levels of access) may include:

Calendars
Procedures Manuals
Forms (employment, patient intake, loan application, disclosures, etc.)
Emergency Procedures (in a prominent location)

The benefits to this type of web-based tool are many including:

Improved Efficiencies
Real-time Updates to Critical Documents
Enhanced Communication
Restricted Access via Password (rather than manuals and forms just sitting around the office)

While there are “off the shelf” options available, our experienced staff works with our clients to create completely custom extranets that support their overall goals and strategies. In addition to providing employees with varying levels of access (HR professionals see only HR documents, clerical staff only access forms, etc.), your extranet can include options for key vendors or clients. For example, a hospital may want to allow a physician’s office to view (but not modify) surgical scheduling or enable the physician’s staff to upload patient information.

For more information, contact Marc Lefebvre at 309.693.1975 or by emailing him here.

Five Reasons Your Advertising Shouldn't Lead With Price

2011-01-27T21:27:00.005-06:00

Especially in this economy, small businesses are tripping over themselves to tell customers about their low, low prices. But here are some reasons why it can backfire:

1) It is not a sustainable long-term strategy. "One of the key advantages of a sale is the element of surprise," the writer says. And the stopping power of a low price will fade quickly when repeated surprises lose their power to surprise.

2) It reminds people that they're paying money they don't want to pay. Research has shown that any price tag produces disgust in a buyer's mind. A discounted price doesn't cause positive feelings - it simply lessens the degree of disgust.

3) It shifts a customer's mind from right-brain emotion to left-brain analysis. "That's a bad tradeoff, given that everyone feels before they think," he notes. Especially when you consider an IPA study that found "emotion-oriented campaigns generate twice as much profitability as traditional, hard-sell, reasoning-oriented campaigns."

4) It undermines brand loyalty. Long-term customers will wonder why anyone walking in off the street gets the same deal they do. But that's not the only problem. "Current customers pay less for goods they were already buying (and may not buy again at full price)," he argues. "As for new customers who bought because of a deal, their loyalty is less real than the profit margin sacrificed."

5) It causes buyers to question what your company stands for. "With price-leading advertising, a company's identity becomes fuzzy," he says. "Suddenly, you are either a discount brand or you're signaling a lack of confidence that, in dating as in commerce, is not attractive."

The Po!nt: "Leading with price suggests you have nothing else to say or show in advertising," says Hill. "Price as your main attribute doesn't mean anything."

Source: Dan Hill, MarketingProfs

10 Marketing Resolutions for 10-10-10

2010-10-10T14:16:00.002-05:00

1. Make a plan. No more random marketing.
2. Execute your plan.
3. Keep your website updated and relevant. 4. Listen to your customers.
5. Listen to your employees. They’re on the front lines.
6. Consider new media options.
7. Evaluate and modify your plan.
8. Allocate an appropriate budget to marketing.
9. Remember the Pareto Principle.
10. Hire DLA Creative. :)

How a Doodle Serves Your Noodle

2010-09-28T16:38:00.002-05:00

Often viewed as a sign of a wandering mind, doodling may actually help us absorb information. In a study published in Applied Cognitive Psychology, Jackie Andrade at Britain's University of Plymouth played a rambling voice-mail message to 40 people, half of whom were given shapes to fill in as they listened.

The result: The doodlers recalled 29% more of the message than those who just listened. Andrade says idle scribbling uses just enough cognitive bandwidth to prevent daydreaming, so it may help us stay focused. One boardroom doodler, retiring GM Vice-Chairman Bob Lutz, says he isn't surprised by the finding. "I can look at old sketches done in meetings 40 years ago," he says, "and experience sudden recall of the room, the table, the voices." Ellen Gibson, Business Week / April 6, 2009 / pg 018

New Site Boasts Educational Animations

2010-09-18T15:24:00.004-05:00

DLA Creative has launched an informative patient-focused website for Great Plains Orthopaedics. This site provides patients with access to details about preparing for their appointment, physician and staff bios, FAQs and educational information in the form of narrated animations. The website can be found at www.greatplainsortho.org.

This 11-physician practice was established in 1967 and provides a full range of orthopaedic care including clinical services, diagnostic services, physical and occupational therapy, ambulatory surgery and sports medicine. They are the team physicians for many high school athletes, as well as Bradley University, Eureka College, The Peoria Rivermen and The Peoria Chiefs.

DLA Creative has been providing customized marketing and website solutions to Central Illinois for more than 17 years.

DLA Launches Innovative One-Stop Commercial Real Estate Website

2010-09-04T20:10:00.008-05:00

DLA Creative has launched a one-stop commercial real estate website on behalf of its client, Joseph & Camper Commercial. This website provides access to a wide range of local real estate listings from Joseph & Camper, as well as other industry sources including LoopNet and CMLS.

In addition, the site contains market information, surveys, access to important data such as property tax information, zoning regulations, current news, and links to organizations related to commercial real estate. This innovative website is like no other in the area and will serve as a rich resource of information for buyers and sellers alike.

DLA Creative has been providing customized marketing and website solutions to Central Illinois for more than 17 years.

Know Your Drinking Buddies

2010-08-04T15:31:00.002-05:00

Watch Some of Our Agency
Team Become Mad Men!

You never know where your next customer will come from. One episode of Mad Men shows Don Draper sharing a drink with a gentleman who later turns out to be Conrad Hilton, the hotel magnate. Read more about "8 Lessons from a Few Mad Men ... and Women" here!

Are you blogging? Are you tweeting? LOL!

2010-07-06T18:50:00.008-05:00

What about Facebook and Linked in? Yes, it's getting harder to avoid these social networking venues. And they're becoming less "social" and more "business" all the time. Our clients are starting to get serious about incorporating these tools into their marketing mix. So let me answer a few of the most FAQs here.

1. Do we need a Facebook page? You may not NEED one, but it might be beneficial depending on what your business is. If you're in a sensitive field (health care, finance, etc.), be extremely cautious about what you post. Announcing golf outings or links to information from credible sources is usually a safe bet, but don't offer financial or medical advice.

2. Who should be in charge of it? Ideally one person, with a reliable back-up person. That way the voice is the same. However, there should be multiple people responsible for feeding ideas to the person in charge of posting on the page. (Or depending on how large your organization is, one person from each department could provide regular updates.)

3. What about Twitter? You could post separate updates here or have your Facebook updates automatically directed to your Twitter account. Be sure to have a professional-looking background. Either choose an appropriate one from Twitter or have one designed for you.

4. Tell me about Linked in. This is more for professional networking and would work well for sales people or those looking to connect with individuals who can provide business leads.

5. How does YouTube fit into all this? See video article below.

6. Is one better than the other? They all have a valid purpose. And this is JUST the tip of the iceberg. As with any aspect of marketing, start with a plan, a purpose and a goal. Then be sure to follow through and be consistent. And of course, we're always here to help!

Finally, keep this in mind. Be careful what you post because ... What happens in cyberspace STAYS in cyberspace!

Kickin' Marketing Team!

2010-06-26T23:49:00.001-05:00

Personalize funny videos and birthday eCards at JibJab!

Write well. Right now.

2010-06-25T20:27:00.001-05:00

Copywriter needed.

Looking for copywriter with 2+ years ad agency experience. Primarily website copywriting with some print ads, radio commercials and other creative projects. Need ability to effectively translate complex subjects into client-friendly verbiage.

Must be versatile, able to multi-task, have strong attention to detail and thrive in fast-paced environment. Should be able to work both independently and as part of a collaborative team. Part-time position with potential for growth. 20 hours per week at well-established innovative marketing firm in north Peoria. Email resumé, samples and salary requirements to Michelle Lefebvre.

Video Boosts Your Brand

2010-06-21T21:46:00.007-05:00

Videos can be an important part of your online strategy and they can boost your brand's SEO. Here are a few tips on how YouTube can help you do this:

Step One. Create a YouTube Channel. Every video you post to your channel can be tagged and indexed, increasing the odds your brand name will appear in natural searches for keywords associated with your business.
Choose Your Topic. How can people use your product better? How have they used it already, and in unexpected ways? Sharpie's Uncapped Gallery comes to mind. Expand your expertise beyond your product, or go all-in with pure entertainment. (Think Blendtec's still-fab Will It Blend?)

Record a Video. List the 5-to-10 points you want to make before shooting. Keep the vid under 2 minutes. Add links at the end to where people can learn more about you.

Optimize for VSEO. After uploading your vid to YouTube, enter a title, description and tags. Use the title phrase twice—at the start and at the end—to maximize its SEO impact. The front of the description should link to your site, followed by a paragraph that incorporates your key phrase in a natural and well-crafted way. Finally, add supporting words to your tags that will make the video easier to find, and repeat your key phrase and common variants.

Build Viewership. Beyond links to Facebook and Twitter, post your content as a "video reply" to a related video, which gives YouTube context and creates a stream of viewers. Linkbacks to your video improve its relevance on searches. Once you hit 100+ views, Google typically starts showing it in search results for your key phrase.

The Po!nt: It's time to shine! Constructing a strategic approach to making a splash on YouTube could boost your brand's SEO overnight. Get creative and give it a go!

Source: Marketing Profs

Speaking of videos ... here's a little something we put together awhile back. Pleae click on video title instead of play arrow.

Happy Birthday to Us!

2010-06-03T01:00:00.015-05:00

DLA Creative is celebrating 17 years today, June 3rd, 2010. This past year we also launched a new company, appitudez, Inc., to address the growing market for mobile apps.

Established in 1993, DLA Creative’s staff of five offers a full range of services including website development, strategic planning, copywriting and design, audio and video production, and many other related services. We specialize in working closely with healthcare, financial and other service organizations.

Read our Histolosophy here...

6 Marketing Action Steps To Take NOW...

2010-03-20T22:26:00.003-05:00

that won't cost you a thing.

1. Review your website to check for broken links. For example, if you have links to affiliate groups, articles or other off-site sources, verify they're still active.

2. Proof your website for typos or outdated information. We try to automatically take care of this for our clients, but we're not always aware of all the internal happenings and changes. And of course, we can't do this for those we don't companies we don't work with yet. :)

3. Ask a trusted colleague to call into your office to do some "secret shopping" to see how your front office staff handles calls. Give them a key scenario you want them to test (difficult client, confused patient, etc.).

4. Ask approximately 10-20% of your staff "Who are we?" or "What does our brand represent?" If you get a range of answers, you've got some work to do. If everyone's on the same page, KUDOS!

5. Update your personal voicemail (office and cell phone). Does it accurately represent the company or could it be improved?

6. Update your e-mail signature with the color's proper brand identity - the right colors and font (at least something comparable), a link to your website, your best-to-reach-you phone number, etc. This is a daily marketing opportunity.

Pizza Faux Pas

2010-03-20T21:54:00.003-05:00

It'd be an understatement to say 2009 was a tough year for Domino's Pizza, what with the awkward employees-abusing-food scandal.

A quick recap: two bored employees recorded themselves doing unpleasant things with food, and the video wound up on YouTube. Domino's responded swiftly enough, both terminating the employees and releasing an apologetic YouTube video featuring company president Patrick Doyle. (No, not the Patrick Doyle who was formerly president of DLA Creative, but wouldn't that be cool?)

Since then, things have quieted down, but it goes without saying that Domino's learned a valuable lesson about the power of social-media communications.

Well, as you no doubt have seen, the pizza joint recently kicked off a campaign to show that it is out anew to win hearts, minds and taste buds. The company conducted a series of focus groups to find out how people truly felt about the taste of its pizza. Turns out most of them hated it; the most common complaint was that the crust tasted like cardboard. So, tail between legs, the corporate kitchens embarked on a journey to give their pies a facelift.

Have you seen these commercials? What did you think? Post your comments here.

(From MarketingProfs)

Which Sister Are You?

2010-03-20T15:50:00.004-05:00

I took the quiz to see which sister I am. Click on my icon and you can see which one you are.

Change Your Shoes. Change a Life.

2010-02-10T12:05:00.006-06:00

Put on your Boogie Shoes

and watch this fun video.

15 Things You Didn't Know About Marketing

2010-01-06T15:05:00.004-06:00

Here are some trends reported from the Marketing News staff. My comments are in purple.

1. Twitter is not a teenybopper hangout. Only 16% of Twitterers are under the age of 25.

2. Marketers are all atwitter about Twitter, but consumers? Not so much. Only 8% of consumers felt Twitter was very effective for promoting products and ideas. Will that change? Stay tuned...

3. Short-term financial ROI measures aren't the be-all and end-all. There's still a place for softer metrics such as brand awareness and word of mouth.

4. Mobile marketing (i.e. cell phones) without the consumer's consent remains off limits.

5. Some "attention-getting" Internet ads can do more harm than good. You know, those annoying ones that disguise the "close" or "skip" buttons. We do our best to create NON-annoying ads for our clients.

6. All days aren't created equal on Facebook. Tuesday is the highest day for click-throughs. And did you know that Facebook was the busiest website of ALL on Christmas in 2009? I was on Facebook that day - were you?

7. E-mail marketing isn't dead. Open rates increased 18.2% in 2009's 2nd quarter.

8. Recent college grad? List experience on your resumé before your degree. It's what employers want to see.

9. On July 17, the Oscar Meyer Wienermobile delivered hot dogs to a home in Wisconsin - but not in a good way. It crashed into the house. No buns were hurt. Ha!

10. As of July 2009, there were more Internet users in China (338 million) than the ENTIRE population of the United States (309 million). Furthermore, 25% of China's population uses the Internet, while 70% of Americans are online.

11. iPhone apps, while cool, aren't the only thing you should consider for mobile marketing.

12. Hispanics are nicer than non-Hispanics in the U.S. when rating products. Hispanics give a 5.9% higher rating on average.

13. Sometimes a good deal doesn't need much paid marketing. Can anyone say, "Cash for Clunkers"?

14. Only 2% of TV viewing happens online and on mobile devices. Keep your eyes peeled for how that trend may change.

15. Fewer than 75 people had returned new cars under the Hyundai Assurance program as of September. Yet it was one of 2009's most buzzed-about promotions.

And if you want to know more, you can always give us a call! 309.693.1421

Celebranding

2010-01-06T12:37:00.005-06:00

There's a science to choosing the right celebrity to pitch a product acording to Naperville-based research company Millward Brown Inc.

Taking measurements from 2,000 American adults, researchers used neuroscience to measure things such as familiarity and celebrity "buzz" to create Cebra scores. Then they made endorsement suggestions placing celebrities with the most appropriate brand. This is how celebrities ranked in Cebra scores (although this issue was dated December 30, 2009, the research was obviously done prior to Tiger's indiscretions):

1) Will Smith

2) Brad Pitt

3) Tiger Woods

4) Oprah Winfrey

Interestingly, Miley Cyrus and William Shatner both scored 61 out of 100. Who would have ever put them in the same category? Cyrus matched with L'Oréal and Starbucks, while Shatner's suggested pairings were GEICO and Dell.

Source: Marketing News, 12.30.09

That's so saddddd

2010-01-06T12:21:00.001-06:00

Even Americans who are lucky enough to have work in this economy are becoming more unhappy with their jobs, according to a new survey that found only 45 percent of Americans are satisfied with their work. According to the AP article, the recession is at least partly to blame:

· Fewer workers consider their jobs to be interesting.
· Incomes have not kept up with inflation.
· The soaring cost of health insurance has eaten into workers' take-home pay.

If the job satisfaction trend is not reversed, economists say, it could stifle innovation and hurt America's competitiveness and productivity. And it could make unhappy older workers less inclined to take the time to share their knowledge and skills with younger workers.

And yet, personally, this is a foreign concept to me. Whether working for myself - or someone else - I've also been passionate about my work. Maybe I've been blessed to have some really cool jobs (U.S. Senate campaign, Expert Witness referral company, international marketing firm) - or maybe I'm just able squeeze the best out of each opportunity. Either way, I consider myself very fortunate to put myself in the "satisfied" category ... nearly every single day.

So ... do you enjoy going to work every day?

Custom Holiday Cards

2009-12-31T10:27:00.007-06:00

Have you ever thought about sending custom holiday cards to your customers? Depending on your quantity and needs, they can be quite affordable and really set you apart.

Depending on our mood, we produce either elegant cards or just plain old fun pieces like this one. Click here and you can see the inside too.

10 jobs that will get a raise in 2010 - Dec. 28, 2009

2009-12-29T20:49:00.003-06:00

10 jobs that will get a raise in 2010 - Dec. 28, 2009

Marketing Minutes from DLA Creative

2009-12-09T14:23:00.000-06:00

'The "Winter's Here" Issue.'

Who are these people ...

2009-12-08T23:11:00.021-06:00

and why are they together?

Check it out in this short video. Click here to watch on YouTube.

Ten New Leadership Skills for an Uncertain World

2009-11-20T19:49:00.011-06:00

Leaders Make the Future – by Bob Johnson

Reviewed by Michelle Lefebvre of DLA Creative, Inc.

Like many professionals today, I sometimes find it challenging to get through all of the books I'd like to. One way I'm able to stay on top of the latest business books is with Soundview Executive Book Summaries. One I recently read featured the above-mentioned book by Bob Johnson. Here's a quick summary of the ten skills he references.

First, as an introduction, Mr. Johnson explains that today's leaders need new skills to make a new future. Because we live in this world of VUCA (volatility, uncertainty, complexity and abiguity), the discipline of foresight can help leaders make better decisions today. It can also help them move from a negative VUCA (see above) to a positive VUCA (vision, understanding, clarity and agility).

1) Maker Instinct

According to Mr. Johnson, leaders with Maker Instinct have a constant drive to improve the organization around them. He also explains that while both managers and leaders want to know how things work, true leaders want to make them work better. Makers also like to be hands-on and see things from the inside. In my opinion, Steve Jobs embodies this trait.

2) Clarity

This is the ability to see beyond the stress, mess and chaos when others can't. It's the rare skill of being able to envision the future when others can barely muddle through the current day. It requires strength, discipline and the fortitude to overcome discouragement.

3) Dilemma Flipping

The ability to turn dilemmas (which, unlike problems, cannot be solved) into advantages and opportunities is a critical skill for today's leaders. Dilemma flippers turn hopelessness into hope.

4) Immersive Learning Ability

This is just what it sounds like and is often easier for younger generations for several generations. First, because they've grown up in the digital age and in a world in which they've had to filter out extraneous distractions. Second, as older generations reach higher levels of leadership, they are often insulated from the realities of what's happening "down below".

5) Bio-Empathy

Leaders in today's world must be able to make decisions while understanding and respecting nature and its patterns.

6) Constructive Depolarizing

This is the ability to calm tense situations where differences dominate and communication has broken down. It also includes the skill of bringing people from divergent cultures toward constructive engagement.

7) Quiet Transparency

Leaders must be open and honest, without being self-promotional about it. Quiet Transparency means that leaders will decide what measures are important to them (and to the people they lead) and then be completely open about those measures. Of course, as a matter of confidentiality and appropriateness, leaders still can't share everything.

8) Rapid Prototyping

Leadership through Rapid Prototyping almost goes without saying in this day and age. It's characterized by a trial-and-error mentality with an interest in getting projects started quickly. These leaders know – and accept – that there will be failures in the early stages of development. They emphasize education and in-the-field experience.

9) Smart Mob Organizing

This is the ability to create, engage with and nurture purposeful business or social change networks through the intelligent use of electronic and other media. It's a new world for some executives and although they may want to rely solely on their teams of younger social media experts, wise leaders will at least dabble in social media or request reverse mentoring from young pros in this area.

10) Commons Clearing

Mr. Johnson explains that Commons Clearing is the ability to seed, nurture and grow shared assets that can benefit other players – and sometimes allow competition at a higher level. He tells us that future leaders will be called upon to grow new places within which collaboration and mutual success can occur.

My synopsis of the Ten New Leadership Skills Executive Book Summary is only the tip of the iceberg. If you'd like to learn more about this book or the service itself, check out www.summary.com.

Just another touchpoint...

2009-11-19T15:58:00.011-06:00

Should you consider an e-newsletter for your business in 2010? Perhaps. And how can you tell if it's being successful? One key is the Open Rate, which is the number of people who take the time to at least open your newsletter. According to the vendor we use to distribute our e-newsletter, there are statistics that show how you perform compare to others in your industry.

In the Marketing/PR area, the average Open Rate is 13.5%. DLA Creative's average Open Rate is 43.2%.

Are e-newsletters appropriate for YOUR organization? They could be - since a basic premise of marketing that you often have to make six contacts before a prospect takes action. This is just another touchpoint among those six. If you want to find out the average e-newsletter Open Rates for your industry, click here. We''ll see if we can help you beat the averages.

Accountant 14.0%

Crafts 27.0%

Education 18.6%

Gov. Agency 23.0%

Legal Services 18.2%

Marketing/PR 13.5%

Medical Serv. 16.7%

Non-Profit 20.0%

Profess'l Serv. 15.4%

Real Estate 14.8%

Religious Org. 22.4%

Retail 17.7%

Salon/Spa 15.0%

Technology 15.0%

Travel/Tourism 15.5%

Web Developer 17.4%

Does Your Marketing Rock?

2009-11-18T10:31:00.004-06:00

'Click here to view our E-Newsletter for November 18, 2009'

You can also sign up for the mailing list at the top of this blog.

What is Redbox? And what does it mean to me?

2009-11-17T15:11:00.007-06:00

If you're a business owner or manager, then Redbox is a business you should get to know.

Redbox Senior Vice President of Marketing and Customer Experience, Gary Cohen, tells us his philosophy in a way that should matter to all of us.

"Simple, powerful business models that yield value to customers will succeed, whether they are online or off."

First of all, let me explain what Redbox is. This innovative video rental option serves as an alternative to stores like Blockbuster or online rental services such as Netflix. Instead, these freestanding kiosks are powered with a high-speed connection to authorize rental transactions and inventory of DVDs. You'll see them at grocery stores, drug stores and other retail locations, providing customers with immediate gratification – $1 at a time. It's a model that's working with estimates of earning up to $780 million in 2009.

Here's why it works, according to Cohen, "It's a great value to consumers. And it's a great value to our retail partners because we drive traffic to their stores and we also provide them a revenue share."

What's the take-away for YOUR business? First, think about how your industry has changed over the last 5 years. Or even the last year. How can you meet your clients' actual needs, rather than your perception of their needs? What partners do you need in the process of redefining who you are? (Redbox got retailers on board by sharing revenue with them.) How will you market the "new and improved" you?

Make a Difference in Someone's Life

2009-11-11T10:18:00.006-06:00

You can make a difference in someone's life this year by volunteering your time. There are many worthy organizations in our community – and the people of Peoria always come through. Here are links to two of my favorites.

YWCA is the leading provider of homeless services in Peoria and expects a 30% increase this year.

Foster Pet Outreach takes in homeless, relinquished and abandoned animals who desperately need homes.

Shoe Sales Rise - Woo Hoo!

2009-11-03T13:35:00.000-06:00

Anyone who knows me, knows of my love for shoes. So when CNBC announced that October shoe sales were up by 7.9% over the previous October, I thought it was worth mentioning on our blog.

Read the CNBC story on why they believe people are still buying shoes in today's economy.

My advertising isn't working!

2009-11-02T10:17:00.001-06:00

As I mentioned in my recent InterBusiness Issues column, there are several reasons why your advertising might not be working. Business Week recently ran an article highlighting seven reasons why your advertising isn't working.

Some reasons I've mentioned before to our clients. Some of them are worth repeating. And some you may not want to hear. Here's an overview, as well as our local perspective. If you want to read the whole article, you can read it on the Business Week website.

Seven reasons your advertising might not be working:

1. It's boring.

2. It's boorish.

3. It's safe.

4. It's trying to do too much.

5. It hasn't been given time (or enough budget).

6. You like it. (Ouch!)

7. It's not an advertising problem (it's actually a product or other problem).

Obviously, there are many reasons why advertising doesn't work, but these are seven big ones on a national scope. Locally, here's what we've found.

Because the Central Illinois economy has been struggling lately, people are trying to do more with less, so we find that a combination of both 4 and 5 are the biggest hurdles in our community. Businesses are trying to cram a lot of messages into small print ad spaces (or short TV/radio spots) and then run those campaigns for a short period of time, reducing the likelihood of effectively communicating any clear message.

We also find that number 6 can be a problem in that clients sometimes get too close to their product or service, and forget their target audience. One surgeon that we started working with about six years ago once said to us, "You do the marketing and I'll do the surgery." It's turned out to be a really good relationship because he trusts us to communicate his message in a way that patients understand. He realizes that because he is so intelligent and spends his day interacting with other medical professionals that sometimes his way of communicating may not be most effective for delivering advertising messages to the average healthcare consumer.

Since DLA focuses on working with high-end professional organizations we rarely get to do anything too edgy, but we took a bit of a risk with a bank's Watchdog service and received good feedback on it. It was a little less "safe" than normal bank marketing (see number 3 above), but it got the point across for our client as we used fun imagery across various mediums.

So which of the 7 deadly marketing sins are you guilty of? And how can we help?

Are you being sold?

2009-11-01T11:02:00.002-06:00

So you're watching Elisa and Jack on 30 Rock talk about whether the McFlurry is the best dessert in the world. Yeah, what about it?

Did you know that's a form of advertising known as product placement? And it's a type of stealth advertising that's grown 8% in the first half of 2009 with 9,540 prime-time product placements.

Some critics want the FCC to require networks to disclose these placements. Their proposals range from text running along the bottom of the screen to a flashing red light alerting viewers when an advertiser is pushing something. A red light – give me a break!

Look at shows like the Biggest Loser in which the dieting contestants hike from one Subway to another to get a meal as part of the contest. It seems like a natural part of the show and Tv viewers are smart enough to "get" that Subway paid to be a part of it. They also offer disclosures at the end of the show. ("Special consideration provided by Subway" for example.)

So what do you think? Where is the line? Talking about a McFlurry vs. walking to Subway? What about driving a certain kind of car or discussing brand name shoes (Hello, Sex in the City)? You decide. Are you being deceived? Or is it just the next generation of advertising?

Source: Facts have been taken from Business Week, October 26, 2009. Post also includes opinions of blog author, Michelle Lefebvre.

Win a $25 iTunes Gift Card

2009-10-28T10:12:00.001-05:00

Take our QUICK 3 question survey about iPhones and APPs, and you'll have a chance to win a $25 iTunes Gift Card. One person will be selected to receive a gift card and all will be eligible to learn more about upcoming APP innovations. Contest ends 11/3/09.

Survey starts here...

Customized Service

2009-10-25T17:23:00.000-05:00

Get the most for your money

Every business has unique marketing needs. Which is exactly why DLA doesn't offer a one-size-fits-all approach to working with our clients. However, our customized service falls into two general categories.

Per-Project Approach
For clients who have either short-term or up-and-down marketing needs, this approach is often the most cost-effective. We have many clients we've worked with this way for many years, completing various projects as they come along. The Center for Health Ambulatory Surgery Center is a good example of this.

When they needed a professional web presence, they contacted us as the result of a referral within the medical community. We recently completed our first project with them which was a comprehensive website requiring project planning, copywriting, on-site photography, design, coding and custom content management.

CEO Thomas Feldman explains how the process worked, "DLA jumped right in, handled the project start to finish quickly under a tight deadline, worked professionally and did not impede patient care whatsoever. I would use them all over again."

Retainer Relationship
Other organizations have ongoing marketing, advertising and public relations needs. For these businesses, a retainer can be the answer. It gives them access to a full team of copywriters, media buyers, creative staff, web developers, PR professionals and other marketing staff. One of the key elements of the retainer relationship is a discounted rate for services in exchange for a commitment of both number of hours per month (and number of months for the contract).

This retainer relationship allows medium-sized businesses that can't afford an in-house marketing department to compete with those businesses who do have the advantage of an in-house staff.

Pam Schubach, the YWCA's CEO, shares how it has worked for them to have access to our services on a moment's notice. "The staff at DLA are very responsive to our ongoing needs at the YWCA. They have also the ability to tailor the message to the media to position our information to receive the best coverage."

Bottom Line
So, which option is right for you? That all depends on your needs and goals. We can discuss your needs and help you decide on the best way to meet your marketing objectives. In the meantime, here's a quick look at the two options.

Per-Project Approach
· Best for occasional needs
· No long-term commitment

Retainer Relationship
· Best for ongoing needs
· Reduced hourly rate

8 Things Killed by the Internet

2009-10-22T14:16:00.005-05:00

• Polite disagreement

• Letter writing

• Memory

• Daydreaming

• Waiting a whole day for sports scores

• Footnotes

• Leaving your desk for lunch

• Concentration

Source: Matthew Moore in the (London) Daily Telegraph, reprinted in the Reader's Digest.

No Contest!

2009-10-20T22:24:00.002-05:00

An informal survey of DLA clients and visitors tells us that people overwhelmingly prefer Peanut M&M's over Reese's Peanut Butter Cups. Our results are based on how often we refill various treats in our conference room candy bowl.

If you haven't participated in this "poll" yet, maybe it's time you visited the DLA offices!

Peoria #5 Among Mid-Sized Cities to Start a Business

2009-10-16T19:44:00.007-05:00

CNN/Money ranked Peoria fifth among mid-sized cities that offer the best opportunity to launch a business. In a listing of U.S. cities of all sizes, Peoria was ranked 15th.

Not bad, if you ask me. Sure, it's been a challenging year as a business owner – especially since we're in the advertising biz which is one of the first things to get cut when budgets get tight. Of course, I strongly believe that companies need to maintain a strong marketing commitment in order to remain competitive. But that's not the point of this post.

Here are several reasons why I personally agree with the study:

• Peoria is comprised of people, families and businesses that give everything it takes to get the job done. We don't quit.

• We have a true business community. Not just individuals and companies that work side-by-side, but people that work cooperatively to help each other. Sure, there's a squabble here or there, but in general it's a community of support.

• Even when things are bleak, there's a generous spirit in Peoria. Just watch the annual St. Jude Telethon – you'd never be able to tell there was a recession. And that's just one example. Every weekend (and many week nights) you'll find people at charity events, donating their time, money and passion to help those in need. That demonstrates the character of people and businesses in Peoria.

• The cost of doing business in Peoria is reasonable.

• We don't have ridiculous commutes, causing us to waste precious time fighting traffic.

And that's just the first few reasons that came to mind. But beyond my own reasons for being an entrepreneur, you can click here to read the Journal Star article and find out what others have to say. You can read the original article here. Congratulations Peoria!

DLA E-Newsletter October 14th Issue

2009-10-14T15:45:00.000-05:00

Click here to view

Marketing Don'ts

2009-10-14T15:39:00.003-05:00

Business Week published an article in the summer of 2008 that still seems relevant today so I'm posting a link to it here. It lists 5 Don'ts for Marketing in Tough Times.

Kids Help the Homeless Using Their Artistic Skills

2009-10-13T07:39:00.004-05:00

Hand-painted bowls will be sold to raise funds for YWCA.

Pssssssttttt...

2009-10-10T18:32:00.000-05:00

Want to give powerful presentations? Click here to find out how.

Patient-Focused Website Launched

2009-10-10T18:31:00.000-05:00

The new Center for Health Ambulatory Surgery Center, LLC, website was launched October 1, 2009. This site was a wonderful project to work on with tremendous in-house support from the CFH ASC team. Working closely with an amazingly organized RN following the CEO's direction, DLA produced this site in less than 6 weeks – including all copy, photography, design, coding, etc. We also have a significant library of additional photos for future use including many intra-operative images.

This will serve as a great resource for surgeons and their patients with information about location, billing and preparing for surgery. It will also provide the CFH ASC staff with efficiencies including the online Employment section which is easily updated in-house using a simple browser-based Custom Content Management System.

Gaining Control of Your Website

2009-10-10T17:07:00.008-05:00

Content Management Systems are a fairly hot topic these days. So you may be wondering what they are and if you need one.

First, let's explain which organizations WOULDN'T need a Content Management System (CMS). Those would include businesses or non-profits that only anticipate sporadic updates to their websites. Those websites can be most cost-effectively maintained by having updates handled by your marketing company or website provider.

Gotta get me some of that CMS

However, those companies that have ongoing update needs will often find that a Content Management System can provide them with a cost-effective option to maintaining specific sections of a website themselves. And, like most things in life, not all CMS is created equal. There are packaged systems on the market, but those are often unwieldy and don't always meet your REAL needs.

DLA, however, finds out exactly what you're looking for and creates custom CMS. The end result is a system that's easily maintained by people with even the most rudimentary computer skills. At the conclusion of this article, you can click to links of websites we've created with Custom Content Management Systems. If you want more information, call Marc Lefebvre directly at 309.693.1975.

CENTER FOR HEALTH ASC, LLC

– Employment Page (Physicians With Privileges – Coming Soon)

CONCORDIA LUTHERAN SCHOOL

– News Scroll, Calendars, Newsletter, Teacher Memos

MT. CALVARY EVANGELICAL LUTHERAN CHURCH

– Weekly News, Monthly Newsletters, Sermon Uploads

CATHOLIC DIOCESE OF PEORIA

– Catholic Post News, Calendar, Parish Information Lists, Podcasts, Etc.

GOT JOBS? We Do!

2009-09-15T16:23:00.008-05:00

Lorem Ipsum

Did you get that? Ever floated a div? What about masks? Do they scare you? If you’re still with us, then read on. For more than 16 years, DLA Creative has been pushing the envelope of creative genius and now there’s room for you.

We’re looking for a Graphic Designer who can handle both web and print design.

Qualifications: Must have excellent design skills and be experienced in Photoshop, Quark, InDesign, Dreamweaver and Flash. Terms like CSS, Ajax, kerning, symmetry and white space should be part of your everyday vocab.

Photography skills and an understanding of dynamic web content would be way cool. Need to multitask, have a keen attention to details, great people skills and be willing to learn new things. We know we’re asking a lot, but our clients deserve the best! Must love Macs and M&Ms.

Relaxed, yet professional, environment in brand-new office in north Peoria. Check us out – while we do the same to you!

Full-time position with benefits. Interested? Send your resumé, samples and salary history to us. You can find contact info on our website.

R U a Righter?

We need help with ~~are righting~~. We mean our writing. Business has been picking up lately and we need a reliable freelance writer who can work with us on an ongoing basis. Projects include websites, collateral materials and ad copy.

We’re looking for someone who can provide us with detailed research, quick turn-around and superior accuracy. Can you deliver?

Send resumé, samples and pricing structure to us. Contact info is here.

Paying a Premium

2009-09-12T14:43:00.007-05:00

Are you a value shopper? When it comes to a few products, I'll buy store brands or shop for lower prices – but only for products that don't "matter" as much as others. But when it comes to service, I'll pay a premium to ensure that I get top-notch results, especially when it comes to service for my business.

To read the rest of this article I wrote for the September issue of InterBusiness Issues click here...

Banner Ads – Thumbs Up? Thumbs Down?

2009-08-27T11:19:00.005-05:00

"Banner ads are tried-and-true forms of advertising that can deliver great results while driving a return on investment," says Kim Stearns in an article at MarketingProfs. So why are advertisers so hesitant to use them?

It might be, she conjectures, that serious businesses look askance at the sheer volume of silly ads promising free iPods or asking readers to participate in inane surveys. "It's a shame that such an important online-advertising avenue has been tainted for so long with such content," she notes. Especially since banner ads can be an effective part of your marketing mix.

The key to success, Stearns argues, is to treat banner ads like billboards:

Say it in eight words or less. Assume your online audience is speeding past at the equivalent of 75 mph. "If you want to have any chance of communicating with viewers," she says, "you'll have to make it snappy."

Stick to a single visual element. Ideally, this works in concert with your copy to tell a complete story.

The Po!nt: Just as you wouldn't load a billboard with marketing copy or a complicated layout, don't burden your banner ad with more information than a viewer can process in two or three seconds. Says Stearns, "This is exposure. This is an impression. That's it."

Source: MarketingProfs

Undercover Websites

2009-08-27T05:43:00.001-05:00

Some organizations go to great efforts to build beautiful looking websites that few people easily discover.

That’s because search engines like Google, Yahoo! and Bing “crawl” the Web looking for keywords their users are entering. The more words your site has that correspond with your users’ searches, the more likely you’ll end up high in the rankings of their search results. Conversely, a poorly optimized site will fall near the bottom of the heap.

SEO: An introduction

Search Engine Optimization starts with a carefully structured website, utilizing clean code and elements while keeping text out of graphic or Flash-based components, since this text is not readable by search engines.

DLA’s team uses key words (specific to your company and industry) within the content of the site. Well-written websites integrate the key words as often as possible without sounding redundant. We also use these words in meta tags (hidden code).

The trick is to determining which key words are the most important to include. Because DLA has web analytics encoded on nearly every client’s website, we are able to monitor these key search terms and make sure the sites are achieving maximum performance.

Finally, having a large number of other sites link to your website increases overall traffic to your site as well as boosts your search engine ranking. Start by making sure your site is listed on the links pages of any organizations you’re a member of such as the Chamber of Commerce, Ad Club, Medical Society or Homebuilders Association. In addition, you can swap links with other relevant / supporting businesses. For example, a homebuilder could have links to a siding company, floorcovering business and landscape group.

As we build our clients’ websites, we take great efforts to ensure that they receive superior rankings within a variety of search engines. Are you confident that YOUR site is being found by prospects? If not, give us a call at 309.693.1421 and we’ll talk about how to optimize those searches.

The Lowdown on Logos

2009-08-26T17:22:00.000-05:00

The most common color for logos is blue with approximately 80% of all marks using some shade of blue. Source: Business Week

WOOF!

2009-08-26T17:21:00.001-05:00

Are you barking up the wrong tree? You might be.

If your current advertising efforts aren’t producing the results you’re hoping for, it could be because your ads are in the wrong place and are missing your target audience.

We can help evaluate your current advertising plans and provide recommendations on how to maximize your budget. After all, your days are busy enough – do you want to spend your time researching the most effective advertising vehicles? Or would you rather let us do that for you so you can stay focused on what you do best?

Back to Basics

2009-08-18T13:09:00.001-05:00

I’ll keep this one short and sweet. Whether you have kids or not, it’s back to school time. So maybe that’s a good reminder to get back to basics for your marketing. Here they are:

• Make a plan.
• Don’t forget to follow the plan.
• Work with a marketing firm you trust.
• Evaluate and revise the plan as needed.
• See results.
• Don’t quit just because you see results.
• Reap the rewards!

That OTHER Advertising Medium

2009-08-18T12:47:00.005-05:00

I often talk about the more obvious forms of advertising (TV, radio, billboards, direct mail), but there’s another one that we use on a regular basis – for both our clients and our own promotional efforts. And that’s advertising specialty items. Pens. Magnets. Chip clips. You know … give-aways that have your logo on ’em.

So that I don’t disclose our clients’ proprietary projects, I’ll share some of the things that have worked for DLA. First of all the items must say QUALITY. We’ve used the same coffee mugs for more than a decade. The only way I can describe them is as “man mugs” – they’re definitely not delicate tea party mugs that crumble in your hands. These mugs aren’t afraid to hold a solid cup of joe.

Second, the items must be NEEDED. Like everyone else we give away pens. But we again, we defer back to quality. We’ve had clients ask for more pens. We’ve also heard of people hoarding and hiding them. That tells us that we’ve chosen a quality product!

Third, the item should have a LINK to your business. This year we gave our clients branded coffee. While coffee itself isn’t tied into our business, anyone who knows us knows that we’re driven by caffeine. We also created a custom label that furthered that link to who we are.

Our Go To Guy

For several years, we’ve worked with Dan Turk of Lee Wayne. So I asked him what items are hot this year. “Thumb drives are huge right now and have really come down in cost. They are available from 256 mb all the way up to several gig. Another cool item is the Webkey. Just plug it into your computer and it automatically directs the user to your website.”

One of the great things about working with someone like Dan is that although he can share the latest trends, he and I have worked together long enough that we can come up with some powerhouse ideas for our clients. And since the average cost-per-impression of an advertising specialty item is $0.004, it’s certainly worth considering. Give me a call to see what ideas Dan and I can come up with for you!

Nice guys finish ... where?

2009-08-07T22:11:00.007-05:00

We've all heard the phrase, "Nice guys finish last." But as it turns out, baseball manager Leo Durocher actually said, "The nice guys are all over there – in seventh place." *

Which one sticks with you more? Obviously, the one that flows better and gets across the point most effectively. That's how it is with great advertising, too. Whether it's the tagline, the catchy jingle or a powerful graphic, it's all about creating advertising that is memorable.

When it's time to communicate your next important message, let us help you create something that sticks.

* Source: Reader's Digest

Why volunteer? Why not!

2009-08-02T17:10:00.007-05:00

When watching the always-inspiring St. Jude Telethon Saturday night, one of the key board members was asked, "Why do you do all that you do?" Her answer was, "Because I can."

What an amazing and thought-provoking answer. There's something that each one of us can do, whether it's for St. Jude, our children's school, a community literacy program, the local food pantry or an elderly neighbor. But the point is that we each have the ability, the talent and at least a tiny bit of time to make someone else's life just that much better.

My question is ... What can YOU do? And will you?

Summer Reads

2009-07-30T10:15:00.000-05:00

Whether you find time to vacation this summer or not, it's always good to get caught up on the latest books and podcasts. Business Week offers its recommendations here.

What are you waiting for?

2009-07-28T12:46:00.014-05:00

Jump. Jump! JUMP!!!!!!!

I rented one of those big carnival bouncers from American Rental Centers for my son's birthday last week. As my friend and I watched the kids enjoying themselves, I was amazed at how much air the tiny 3-year-old got as she jumped and giggled. Even more amazing to me was how the kids would run full throttle at the corner posts of the bouncer so they would fall to the ground – completely fearless. The older kids ran a bit slower towards the posts. I relaxed nearby.

So when do we develop fear? What holds us back from jumping in with all of our energy? It's probably because we know the risks. We know we might look silly if we fail – or even if we don't. It's just safer to sit on the sidelines.

So how does this relate to marketing?

In the last year I've talked to more business owners than I have in the last five years. And what I'm hearing is that they're looking for answers, they're wanting to try some marketing. They think we've got some great ideas buuuuuuuuuut ... they're worried about pulling the trigger and getting started. Many of the media reps I work with are hearing the same thing.

On the other hand, we've picked up several new clients who are ready to jump in with both feet. They know that making a commitment to a marketing plan isn't as scary as it seems. For others, they're starting with an approach that feels more comfortable to them – with just a new or updated website.

Back to the bouncer

So remember when I talked about sitting safely on the sidelines? I did that for about an hour while I watched the kids. After much coaxing from my children, I finally got over my fear of looking silly or twisting an ankle (luckily I have some orthopedic clients if I do get hurt!) and I climbed in. Believe it or not, I had a great time.

So give me a call at 309.693.1421 or 309.369.3449 when you're ready to jump into a marketing plan or website. No need to fear, we'll walk you through it.

Are you a risk taker or avoider?

2009-07-06T14:59:00.000-05:00

If you Google the question, “Are you a risk taker?”, you’ll get a variety of subject matter. The number one result, as defined by Psychology Today jumps into risk-taking personalities that drink and drive, gamble and sleep with strangers. Hmmm… not really what I had in mind. I was thinking more in terms of business risk.

As a business owner who purchased commercial property just prior to the start of our current recession, I often wonder if the risk was worth it. I believe it was. It was a calculated risk, based on our company’s history and goals, as well as our ability and agility. We adapt to meet the evolving technologies of today and the changing needs of our clients.

Today, current and new clients are turning to us for complex database-driven websites, intranets and increasingly innovative marketing solutions. Very different than what we offered when we first opened our doors 16 years ago. Expectations and technologies have changed even in the last few years. Heck, they’ve changed in just the last few minutes.

I see other businesses – both locally and nationally – that have also taken reasonable risks to move their businesses forward. And yet, there are others so paralyzed by the fear of stepping out of their comfort zones that they are now risking failure by inaction. I guess it comes down to this – do you take the shot or just hold the ball?

Think about those who have taken risks – and succeeded. Albert Einstein. Rosa Parks. Donald Trump. Amelia Earhart. Walt Disney.

They each had a vision. Something they were fighting for. Sometimes they failed. But they each took risks. And they paid off.

So … will you take a risk today?

Put it here!

2009-07-06T14:58:00.002-05:00

Product placement is an ever-evolving venue for advertising as marketers fight for every minute of screen time. While it may seem coincidental, those branded props have often been very precisely put into a TV or movie set – sometimes at a hefty price.

ER fans may have noticed several characters brandishing about their iPhones near the end of the series, while Mac laptops have appeared in TV shows and movies galore. Apple has stated it doesn’t pay for product placement but does sometimes barter for services. In some circles, they’re known as the “master of free product placement.” According to the MarketingApple blog, Apple requires that their products not be used for negative gains – typically you’ll find the good guy using a Mac, iPod or other Apple device.

Lights, Camera, Action

According to “I Can Make Your Product a Star” in Business Week, some brands hire shops like Propaganda to get their items integrated into a motion picture. Propaganda’s owner, Ruben Igielko-Herrlich explains the subtleties of product placement, “It if looks like a billboard, no one will notice it.”

The BW article goes on to say that LG agreed to spend $10 million to help market the latest Transformers movie and get its cell phone into the film. This isn’t a new concept – just a costlier one in recent years.

Flash back to 1982. Steven Spielberg originally approached Mars with the idea of product placement of M&Ms in his upcoming movie, E.T. the Extra-Terrestrial. Mars declined. Spielberg approached the Hershey Chocolate Company, who turned down the idea of their flagship product Hershey’s Kisses but chose Reese’s Pieces instead. Immediately after the movie was released, sales of Reese’s Pieces increased by 65%. (Source: Wikipedia.)

The next time you’re watching a movie or TV show and your favorite character sips a Coke, caresses his Ferrari’s steering wheel or punches in a phone number on his Blackberry, stop and think… How much did it cost to put that product in his hand?

Technology Changes Lives for Amputees

2009-06-22T14:00:00.002-05:00

People in Peoria are making a difference. Don Goertzen, CP, LPO, of Comprehensive Prosthetics & Orthotics was recently featured discussing how microprocessor knees can change the lives of amputees. Check out the VIDEO HERE.

Customers You DON'T Want

2009-06-18T17:13:00.006-05:00

Yes, you read that right. Even in today's economic climate, there are customers your company doesn't want. This is a philosophy DLA has always ascribed to, as we are committed to focusing our time and effort on our high-quality clients. For us, those clients are defined as:

forward-thinking,
progressive,
offering a well-defined product or service,
committed to marketing,
mid-sized and growing,
are coachable and,
have accessible leadership.

How do YOU define an ideal customer? Or better yet, customers you DON'T want? We've always believed that if you spend too much time chasing after anyone and everyone that you'll dilute your message and drain the energy you should be spending on your true target. A recent article in Business Week affirms this approach we've always taken. Read more here.

The Community That Eats Together...

2009-06-18T15:21:00.009-05:00

We are committed to supporting local businesses as much as possible and encourage everyone else to do the same. In the last few weeks, we've been reminded of why Peoria is a great place to live ... and eat! From Lou's Drive-in with the kids to celebrate the last day of school or a relaxing evening at 2 Chez chatting with good friends, our city offers a range of eateries.

Don't forget the Spotted Cow. Whether it's a quick business lunch (gotta have the Italian Beef) or Blue Wave ice cream with the kids, it's always a hit. We also finally found time to check out The Kaiserhof. The owner was so accommodating and explained that they're now offering kid-friendly food including hot dogs and mac-n-cheese. The accordion player adds to the fun for the whole family, while a full bar provides a range of adult beverages.

Especially in these economic challenging times, let's remember to support our local businesses – both financially and with words of encouragement.

Featured Website – Bezales

2009-06-02T11:12:00.005-05:00

Occasionally we like to get the word out about our clients. This month we encourage you to visit the website for Bezales , a growing company launched by a teenage entrepreneur. In today's world, who doesn't enjoy a good success story? Check it out!

Is your company family-friendly?

2009-05-28T09:06:00.008-05:00

Offering a family-friendly work environment isn't a new topic, but for many years it's been mainy focused on women. But today we're seeing more men helping at classroom parties, joining kids on field trips and driving kids or parents to doctor visits. Here are some statistics from the Alfred P. Sloan Foundation to show what employees want today:

– 63% believe we don't have enough time for spouses or partners

– 74% say we don't have enough time for our children

– 35% are putting significant time toward caring for an elderly relative

– 75% of us want flexible work options

We can't speak for others, but here at DLA Creative, we strive to make this a place that's easy for all parents (and non-parents) to work – while still remaining professional in our client interactions. It's always a balancing act to meet client needs and employee needs, but we believe it can be done. And SHOULD be done. Here are some of the things we've implemented:

• Pre-determined flex-time

• Modified work schedules during school holidays

• Ability to work from home as needed

• Casual dress code (saves money!)

• Parents are encouraged to participate in children's activities

• Employees' extended families (spouses, parents, etc.,) are always welcome

So ... what things does your company offer to make your job family friendly? Post your comments here.

Think like a crook...

2009-05-16T11:57:00.009-05:00

While the headline may sound sinister, it really isn't.

Stop and think for a moment. When do burglars do some of their best work? When families are on vacation or their guard is down.

Now apply that to your business. Sometimes organizations take on a different mindset during the summer (or a down economy), giving you the perfect opportunity to be the only one promoting your product or service. Now is the time to "be the burglar" scooping up the sales. Want some ideas for jump-starting your marketing or putting together an ongoing plan? Call, click or come on over!

309.693.1421 • mjlefebvre@dlacreative.com • 3332 W. Willow Knolls Rd., Peoria

How Tweet It Is

2009-05-16T10:47:00.005-05:00

A good reminder from Business Week about the impact of social media – in this case, from a potentially negative perspective. This can apply to blogs, Twitter, MySpace, Facebook and a host of other social media available today. If you'd like to discuss how to incorporate social media into your marketing mix, shoot me an email at mjlefebvre@dlacreative.com. Thanks – Michelle

Market Now? Yes!

2009-05-05T22:28:00.008-05:00

When times get tough, one of the first things some companies cut is their marketing budget, but is that such a great idea? Check out my current article in InterBusiness Issues magazine for the answer.

Suzy's 10-10-10

2009-04-27T12:47:00.003-05:00

I recently saw Suzy Welch on Today and then noticed the same thing in Business Week. Here's a condensed version of the BW article including quotes from Ms. Welch.

Many people live in the 10-minute phase. I have a friend who's a fantastic psychiatrist who travels at all times with a candy bar in her purse because she doesn't want her kids to get mad at her. Then there are those people who live for some distant future and never live in the moment. I think it's that middle 10 – the 10 months – that we often don't bring into consideration. But you have to look at all three.

Or take a guy on Wall Street who puts his company at risk with credit default swaps. In 10 minutes he gets praise from his boss. In 10 months, he gets a million dollar bonus. But in 10 years, the whole system blows.

When it comes to resource allocation, 10-10-10 is a great managerial tool. In 10 minutes, you might be having extreme cash flow problems. In 10 months it's probably not going to be much better, so you have to prepare for that. And thinking about the next 10 years allows you to imagine what kind of company you want to be. Using 10-10-10 allows you to be more strategic.

Good managers use 10-10-10 all the time. They don't may not have a name for it, and maybe they don't use it as often as they should. But they do it.

Some good thoughts for a Monday...

Bi-Lingual Web Page

2009-04-20T14:33:00.007-05:00

As part of DLA's support of the Catholic Diocese of Peoria, we have now launched the Peoria Prays section of CDOP.org website in two languages. This page gently morphs between English and Spanish allowing individuals to choose their preferred language.

We are happy to serve both the English- and Spanish-speaking members of the Catholic Diocese of Peoria with Peoria Prays. Our thanks to Sister Isabell for her translations and assistance.

SEO for Y-O-U

2009-04-13T17:27:00.007-05:00

Clients often ask us about SEO. We take this into account whenever we create a new web site, and do our best to optimize a client's search rankings. Here's a quick tutorial on SEO from Wikipedia.

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. The acronym "SEO" can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house.

Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.

Introducing 3 new websites. Will yours be next?

2009-04-06T13:34:00.005-05:00

One of the best things about DLA is the fact that we get to work with a variety of clients and so many nice people. Within the last few weeks, we've launched 3 websites for some of these great clients. Let me tell you about them...

When re-designing Mt. Calvary's website, we started by deploying a congregational survey to determine the church's culture and personality. After gathering and evaluating this information, we began writing copy, taking photos (all images except one were taken on-site by DLA photographers) and designing the website. The site was launched in March, so we hope that many more families find their way to Mt. Calvary on Easter this year.

DLA Creative was also recently asked to help two consultants with their websites. Anderson & Associates is an existing communications firm based in southern Illinois. The principal of the firm was ready for updated look to her website. The client provided us with the content, while we handled design, coding and stock photography.

A local client, Catherine McGeehan Consulting, wanted to launch her business with a microsite. Although it only contains one page, the site conveys class and elegance with a custom photo of Catherine working her magic on the phone and at her computer. We also created her logo, business cards, letterhead and envelopes. We hope that these new websites help both consultants grow their businesses!

How a Doodle Serves Your Noodle

2009-03-30T14:17:00.002-05:00

Often viewed as a sign of a wandering mind, doodling may actually help us absorb information. In a study published in Applied Cognitive Psychology, Jackie Andrade at Britain's University of Plymouth played a rambling voice-mail message to 40 people, half of whom were given shapes to fill in as they listened.

From Dirt to Done

2009-03-20T17:17:00.005-05:00

Thanks to everyone who helped make our new office possible! View the slideshow. 4.6 MB

Special Pricing for Parishes and Schools

2009-03-17T09:15:00.010-05:00

DLA Creative announces special website pricing for parishes within the Catholic Diocese of Peoria. After recently launching CDOP.org, we are able to offer a discount to both parishes and schools within the Diocese. Contact Michelle Lefebvre at 309.693.1421 to find out more about parish and school websites.

Here's what Lynn Grandon, Director of the Office of Respect Life and Dignity with the CDOP, has to say about DLA:

"We approached DLA when we needed a total overhaul for our large website. They responded with a fresh, modern design and countless creative ideas. Their approach is professional, yet personal, and updates are accomplished with a quick turn-around. Anyone considering this firm would be very wise in allowing them to bid and present on your project. We bet you'll be delighted with the results."

Online Marketing Spending to Increase in 2009

2009-03-11T11:16:00.010-05:00

Nearly two-thirds (62%) of organizations say they will increase their online direct marketing spending in 2009, according to the sixth Annual Marketing Survey conducted by marketing analytics provider Alterian. (Source: Marketing News, 03.30.09)

Yet, those dollars may be spent differently than in the past. According to a recent article in Business Week, there may be fewer ads – but they will be larger and more interactive.

Like everything in marketing today, it's a matter of staying ahead of the game by adapting and evolving to meet the needs of fickle consumers. Today's technology makes marketing a greater challenge – but it also makes it a greater opportunity for those who are insightful, aware and innovative.

Advertising During a Recession. REALLY?

2009-02-27T11:24:00.002-06:00

Recession. The mere mention of the word can cause business owners to clamp down on their wallets, slash their budgets, and look at any way they can to cut costs. For many, the first impulse is to reduce their advertising expenditures, an expense that may appear to be a luxury.

Not so fast. Let’s list just a few benefits of advertising:
• It creates awareness of your company and brand.
• It generates added business from current customers.
• It brings in new leads and prospects.
• It helps to create immediate sales.

What better way to come out on top during a recession than to increase your advertising while others may be doing just the opposite. This gives you the opportunity not only dominate your market, but to create brand awareness and influence without the competition bogging you down. Research shows that companies maintaining or increasing advertising during periods of economic slowdown will boost their market share, and some will even see an increase in sales over their competitors who decreased their advertising.

Harvard Business School professor John A. Quelch agrees. In a recent paper on the Harvard Business Review’s Web site entitled Marketing Your Way Through a Recession, Quelch writes, “Brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”

The other benefit lies in familiarity. Consumers like products and services that they are familiar with and trust. Having a consistent presence in the advertising marketplace solidifies your brand as one that’s stable in the industry, and gives consumers confidence that your business is able to weather the recession storm.

Finally, make sure that your advertising efforts are guided by a marketing agency or professional that you know and trust. Having the guidance of someone who is truly looking out for your best interest will help create a partnership that will greatly enhance your chances of profitability and business success.

Opportunities Remain for Savvy Businesses

2009-02-26T13:55:00.006-06:00

I thought this article offered good encouragement to organizations that provide excellent service to their customers.

http://www.businessweek.com/smallbiz/content/feb2009/sb20090224_965134.htm?campaign_id=alerts

Do you want to "turtle up" and hide?

2009-02-23T11:13:00.009-06:00

The news about the economy sounds dire, but there are still good things happening. Many sectors are still functioning well and remaining strong. But if we're turtled up, we won't see the positive things that are happening. DLA is committed to helping its clients come out of their shells with creative marketing strategies. Call Michelle Lefebvre at 309.740.7821 if you'd like to learn more about how we can help you keep moving forward.

And the Oscar goes to...

2009-02-20T18:11:00.009-06:00

While Hollywood gears up for the Oscars this weekend, Concordia Lutheran School recently premiered its new recruiting DVD to an enthusiastic audience. DLA produced this video to help solidify the Concordia brand and reach out to potential new families. The segment included here is just one part of the complete DVD package.