May, 2009

i kindle like it

Last week, I finally saw a Kindle up close and personal. I have heard about these wireless reading devices, but I have always put them in the category of laser discs, betamax tapes and mini discs; something here today, obsolete tomorrow. But the thing is, I keep hearing about them, and now after seeing one, my interest is piqued.

It seems that when a new technology is introduced, there are those that are overly enthusiastic and have to have it as soon as it comes out. Then there are those that have the “if it ain’t broke, then why fix it” attitude and only upgrade to something new when something literally breaks. I think I flounder somewhere in the middle, sort of like the dvd/vhs player, a little of the old and a bit of the new. I like technology when it makes my life easier, which is I suppose its intrinsic purpose, but sometimes I am a little slow on the uptake.

The idea of the Kindle seems to spark debate and divisiveness. Reading is such a sacred activity, it is argued to be sacrilegious to read from anything but a real book. And I understand that. I adore books and love spending an afternoon in a bookstore and having shelves and shelves of books to show for it. The thing I dislike is holding a bulky 600 page, hard cover novel in bed. It is heavy and uncomfortable. And also when traveling, to take books and magazines with you is such a hassle. Upon seeing a Kindle, I couldn’t help but to notice how lightweight and well designed it looked. I wondered if the two sides could be merged into something that is light and convenient but also fills a bookshelf and has pages that I can turn?

Is the Kindle the new iPod, something that is going to revolutionize the way I read? Are books just the walkman or discman of days past and the Kindle a far more convenient mp3 player? Time will certainly tell, but for now, I will just add it to my wishlist.

Rekindling Direct Mail

Being a public transportation faithful, I tend to notice popular trends while riding the CTA. Lately Kindles have been cropping up everywhere. For those of you who may not know, a Kindle is a portable reader where you can wirelessly download books and as well as read newspapers, magazines and blogs. Now I know this is just one of the many signs of our future, and although it is very eco-friendly, I just can’t hop on the Kindle bandwagon. Why? I love books. The cracking sound of a new book’s spine, the smell of the pages from an old favorite, the heftiness of a hardcover novel, and the ease of folding over a paperback are all part of an experience that the Kindle cannot replace. The same can be said about direct mail pieces.

kindle

More and more we are seeing the elimination of direct mailers in exchange for email marketing or e-blasts. Here at BDC, we are big fans of e-mail communications. That said however, it is still nice to diversify one’s communications and send a direct mail piece. A clever, simple and cleanly designed piece always gets noticed. Further, you could create a mailer that not only gets your message across, but is functional as well. Perhaps your mailer doubles as a bookmark, a checklist or even a poster that can later be hung up in someone’s office or home. That’s the benefit of tangible collateral… So I encourage you to consider mixing it up, getting offline and sending your audience a message that they can experience.

To refresh or to redesign…that is the question

There are millions of brands out there; some big and very recognizable and others small and known to very few. What they all have in common is that they have a brand identity, usually a logo which is seen as part of a business card, website, or multitude of other marketing collateral. The impact of this brand identity I would liken to meeting someone for the first time. It may not be conscious, but we take into account people’s demeanor, body language, dress and grooming. And just like a logo, an impression is made for better or worse. There is hope for those in the latter category. Think of it like your closet, you can update with a few pieces (refresh) or buy yourself a new spring wardrobe (redesign), and your brand will be better for it.

To many, this is a scary unthinkable option. Owners often worry that people will not recognize the brand anymore and will no longer do business with them. In this day and age, this seems extremely unlikely. A simple email blast or direct mail piece will easily communicate any changes. And somewhere along the long strategic road, you will reach a crossroads where it becomes necessary to either redesign or refresh your brand. It is important to breath new life into your identity, it shows people that you are continuing to evolve with the times.

With a new updated look, whether it is a redesign or a refresh, it is a win, win situation. Not only will you continue doing the same business as you did before, you will also attract new business as well. And always, let a professional company (ie. Blue Daring) do the evaluation and work for you to maximize your results.