Archive for ‘April, 2009‘

This week, I put down my headphones to explore my visual side.

Client: Frank (DJ Dash) Tarape
The original DJ Dash website (designed by me, circa 2007) was aching for an overhaul. Frank brought me in to give the site a facelift in line with his current image. Be sure to visit him online or at Tonic Nightclub on Saturdays.

Client: Trans-Pac Middle East Trading
Trans-Pac Middle East Trading hired me to design an 8-page brochure to be used in upcoming trade shows around the world.

Model Photoshoot: First Bloom
These two models were kind enough to lend me a hand in capturing some of the early cherry blossoms in the Lonsdale area.

Model Photoshoot: Fading
Continuing from cheery blossoms, we took in some of the rougher textures and did a quick portrait shoot.

On-Location Photoshoot: Easter Monday Dinner
A Catholic group from the North Shore organized a free dinner for all of those in need for Easter Monday. The dinner recurs yearly, so next time Easter Monday rolls around, make sure to share some love and send folks towards Burrard and Davie.

Model Photoshoot: Little White Dresses
Now in full bloom, we ventured downtown for the cherry blossoms with two new models in tow.

Model Photoshoot: Winos
Continuing from the downtown excursion, we wandered over to Ami Sanyal’s brand new studio to try out the setup. Wine was present and very much in effect.

Last Thursday, Monique Trottier from Boxcar Marketing and I were interviewed on CBC Radio One to take a look at how companies are marketing in the recession.

With wallets clenched tight, many companies are cutting back on promotions – and this is a mistake. In a healthy economy, advertisements are plenty and marketers are faced with ‘breaking through the clutter’. In tougher times, companies turn down their communications, lowering the noise and making it easier to rise to the top while the competition sleeps; it’s really no different than buying low and selling high.

The companies who are taking advantage of the situation are pitching their services a few different ways:

1. Times are bad and we get you; trust us, buy from us, or try out our service for free or at a reduced price.
2. We’re cheap and you need to save money; buy from us at a reduced price.
3. We’re expensive, but we’ll save you money in the long run; buy from us.
4. Times are bad, but because they are, we have this limited time offer; buy from us while it lasts.

Using these tactics, some companies, like McDonalds, perform better in recessions than in brighter times; in January, McDonalds saw a 7.1% increase in global sales, which was attributed to their ‘recession-resistant’ menu – a selection of low(er)-budget eats.

Though McDonalds has seen success through cost cutting, it’s not a universally applicable tactic. Premium brands (e.g. Gucci, Armani, Ferrari, Apple, etc.) would be crippling themselves in the long run; where is the prestige if girl every carries Louis Vuitton? Even in hard times, you’re not likely to find sales or special promotions for these items.

No matter who you are, marketing is crucial in a recession. It’s dumbfounding that advertising is the first thing cut in hard times; how are people supposed to buy from you if they don’t know you exist? Fight the fear, make that investment, and scream at the top of your lungs; it’s an uphill battle once the world wakes.

I’ve been waiting a very long time for someone to do this. Frankly, even if people missed it during the Superbowl, it’s got viral written all over it. It’s just silly; I love it. Kudos.

Have any other favourite over-the-top ads? Leave them in the comments!