Writing a website brief is a key step towards obtaining an accurate website quote and ultimately building a site that meets your needs. Unlike mass produced bumper stickers, websites are custom created for each client.
In short, the web brief outlines what you are about, what you are looking for and who you are targeting. Even if you are seeking active suggestions and recommendations from your web agency, a brief is a good starting point for discussion. As the adage goes:
A quote is only as accurate as the brief it is based on.
Where possible, include reference links and screenshots of specific requirements. The more detail you can provide, the more inspiration your web team can glean! Think of it as describing symptoms to your GP so that she can make an accurate diagnosis.
To simplify matters, we have put together a briefing questionnaire, which you are welcome to download and fill out (Word format, 117 KB):
Facebook is one of the most effective social media tools at your disposal. Set up a Facebook fan page (start here) and you have instant access to a wide range of goodies:
- A wall to post updates and notices
- Albums to share pictures
- A video repository
- Forums to initiate conversation
- An events app with RSVP feature
- And many other free apps
Not only does this allow you to share content with a global audience, it provides a platform to listen, engage and interact with customers on an intimate level.
Facebook pages do not apply to B2C companies targeting the youth only. Organisations from Caterpillar to Deloitte are levering Facebook to build their brands.
Here are some ways you can use Facebook, along with inspiring case studies.
1. Share useful content
Use your wall to share valuable content with clients.
Dell’s “Social Media for Business” page is not peddling its latest products and deals, but is specifically geared to providing marketing tips for small businesses. The company found that a large portion of its user base consists of business owners grappling with "this social media thing". Consequently, they use their wall to provide links to useful articles on marketing, initiate discussions on hot topics, share case studies and whitepaper videos, organize tweetchats, and so on. Business owners in their network receive regular bursts of ideas and inspiration:
2. Use pictures
Another way to engage users is via the use of imagery.
Steelmaster Buildings – another non-traditional user of Facebook – found that its fan base soared when they launched their photo campaign. This campaign encourages users (which include farmers and industrial users) to upload photos of their products installed on site. Competitions run seasonally and the winner of the most popular photo receives a generous gift card.
Zappos, another example, encourages users to submit fan photos and posts the winning weekly entry directly as their Facebook logo:
Flip through our website marketing ebook below (Flash required).
Design is all about creative communication. In this article we have outlined a few techniques to grab attention when designing marketing campaigns.
1. Communicate visually
Designer Toby Ng Kwong To set himself the challenge of communicating statistical data in a visual and accessible manner through a series of "picture" posters. He writes:
If the world were a village of 100 people, how would the composition be? This set of 20 posters is built on statistics about the spread of population around the world under various classifications. The numbers are turned into graphics to give another sense a touch – Look, this is the world we are living in.
More posters can be viewed on his personal website.
2. Be very literal
Image credit: Toxel
In this range of wildly creative fruit juice packages, Japanese industrial designer Naoto Fukasawa imitates the look and feel of the fruit it contains. The packaging ranges from strawberry and banana to coconut and tofu milk.
The additional tactile dimension makes the contents appear fresher and juicer, as if you are squeezing juice out of the original thing.
Another clever concept by Hiroku Sanders translates Kleenex’s "slice of summer" campaign into fruit shaped tissue boxes:
Image credit: The Dieline
Back in the day, when Helios Design was still very young, we came across a prospective client who sent us the following request:
I'm interested in working with you. Please send me three different design concepts for my website. Based on the quality of ideas provided, I'll decide whether I will go with you or not.
These are warning bells for your typical designer. "Spec work" (essentially design work done for free as part of project pitching) can damaging to both parties – designer and client – for the following reasons:
a. It reduces design to an arbitrary "hit or miss" game among competing agencies.
b. It goes against the fundamental principle of design – taking a client brief and translating it into visual format. Without the proper consultation and research phases, designers work in a ‘vacuum’.
c. Spec work drives up prices – other clients have to pick up the tab for time on unsuccessful spec work.
d. Spec clients are often left with mediocre work.
e. Lastly, there are ethical concerns. Nothing stops a client from taking free spec work, handing it over to their nephew and asking them to recreate it "with a few slight modifications".
1. Comparing the two
Here is a quick comparison between spec work and proper compensated design:
It's official – twitter is no longer optional! Companies large and small are using twitter to connect with
customers, strengthen relationships, humanize their brand and manage large-scale marketing campaigns. When used correctly, twitter can be an excellent addition to your social media toolbox.
In this article, we cover the do's and don'ts of corporate tweeting for those starting off with this tool.
First off:
What is Twitter?
Twitter is a free online micro-blogging platform that allows you to post public messages 140 characters at a time. The brevity of messages as well as the immediacy of information sharing makes it a very unique communication tool. Twitter reached new heights of popularity in April 2009, when it was hyped up by the likes of Ashton Kutcher and Oprah Winfrey, and later featured on the cover of Time. Over a short period, it reached an unprecedented growth rate, gaining the reputation as the fastest growing online community.
So let's begin...
1. Don’t let your twitter page become a running informercial on your business
Resist the temptation to treat twitter like any other advertising medium – it doesn’t work that way. Twitter is designed for relationship building. The most successful corporate accounts provide insights and value to the general listener. This involves tweeting about the industry at large, sharing links to useful articles, providing commentary on topical events and starting conversations with your followers.
Now and then, inject a marketing-based tweet about yourself – a link to a web update, information on upcoming promotions and additions to your service portfolio.
A well accepted ratio is one tweet about yourself for every 6 tweets about the industry:
