The other half of our lovely duo has told you all about the exciting process of working with an all-star photographer on a photo shoot. Now, as is probably fitting, I’m here to tell you the story from our perspective -– the models’ perspective, as it were.
Step One was wardrobe selection. Aside from all the usual questions (…but, does this really look good on me?), we had to think about the messages our attire conveyed about us and the nature of our company. We also had to make sure our clothes didn’t clash … no small feat when one of us (three guesses who) would be content to live in crazy patterns, like houndstooth, argyle, and polka dots, all her life. We needed both a more formal set of clothes for our portraits, and something a little more playful for our candid shots. Besides the question of attire, of course, we had to think about accessories. I will not confess how much time was spent in my walk-in closet trying to pick which shoes to bring … but I will say that I reflected deeply over the decision! It was sort of a sartorial Sophie’s Choice for me, but with patent leather and pumps.
We decided, for the shoot, to do our own hair and makeup. Our beauty school wits were tested as we headed over to the studio in the 100+ degree heat, an anomaly for summer in Minneapolis. Would we look like heatstroke victims? No, fear not, gentle egos … in Steve’s capable hands (and air conditioned dressing room) we were able to touch up, grin, and prepare our very best poses.
Speaking of which, posing for the camera is no lazy activity! Walk into the frame, saunter out, shoulders back, chin up, deep breath, close your eyes, tilt your head, work it! … it felt like a surreal blend of charm school and boot camp (in the best possible way, of course). Fortunately, getting honest smiles from the two of us was absolutely no problemo: between Steve’s charm and our own giggling as we watched each other being photographed, natural grins ruled the day.
Although Erin and I approached the shoot with rather different emotions (one of us was practically salivating at the thought of it; the other was slightly less thrilled to be, quite literally, in the spotlight), we both left feeling giddy. To see how our personalities, and our approach to Crazy Savvy, were conveyed through the medium of photography was an eye-opening experience. Although the photo shoot was a long and exciting day, the real challenge begins now: looking at all our wonderful proofs and deciding which to actually use! But as anyone who knows me would undoubtedly attest, this, Dear Readers, is truly a labor of love.
June 26, 2009
June 24, 2009
Ready for Our Close-Ups
Amid the flurry of preparations involved in readying our enterprise for launch, one of the most enjoyable to date has been posing for a photo shoot with a professional photographer. Yes, dear reader, I said it. As anyone who knows both of us would readily attest, I’m the more... shall we say...camera shy of our business duo. As the big shoot loomed large on the horizon, Jen was giddy with excitement and ready to strike a pose. As for myself, I certainly shared Jen’s enthusiasm for the final product, but I must confess I felt a slight bit of trepidation. Oh, the woes of an introvert on display!
And yet, soon after walking into our photographer’s funky St. Paul studio, I found myself feeling surprisingly at ease in the capable hands of a professional. As if the stunning work hanging on his gallery walls wasn’t enough to calm my nerves, Steve’s warm and professional demeanor went a long way toward letting myself relax and fully enjoy the experience. I think we laughed as much as we smiled during the shoot—as you can see in the outtake adorning this post.
After tagging along on countless photo shoots for the purpose of interviewing the subjects, it was nothing short of fascinating to be on the other side of the camera. Watching how seemingly subtle shifts in lighting and posture had dramatic results on the photos was a vivid illustration of the power of photography in the right hands. Our professional image will be much stronger and cohesive thanks to the talents of Steve Wewerka. Thank you, Steve!
June 18, 2009
Marketing: It's Not a Four-Letter Word
No, really. By my count, it contains nine, though I'm no mathematician. But even without a PhD in calculus, the sum is pretty clear to me: For many, marketing is some sort of dirty word, associated with images of snakeoil salesmen and used car lot dealers. It's shameless, these people say. It's unnecessary -- if you're doing your job well, people should take notice. It's beneath me, they think. Well, I have one word for such notions ...
... But I won't type it here! No, in truth, my overwhelming response to such naysaying is a bit of pity, mixed with the desire to educate. To make the case for a sound, and strategic, marketing plan, one need only point to the old axiom ... If a tree falls in the forest and no one hears it ... So too with your work. Does your company do exceptional work? Create amazing products? Offer unparalleled service? Provide consumers a great value? Well, unless your target market consists of late-night tv psychics or Tarot card readers, they're probably not clairvoyant. If you're proud of the work you do (and if you're not, I suggest you try your hand at something else -- stat), then you ought to convey this message of confidence and quality to your constituencies. There is nothing shameful (or shameless) in that -- indeed, quite to the contrary.
And whoa, hold up, faithful readers from not-for-profit institutions, who are no doubt thinking with relief, Phew, she's not talking about us! Marketing is fine for the ol' corporate world, but we don't have the need -- or the budget -- for it. Wrong! Whether you're offering a community service, a four-year education, advocacy for a cause, or something else entirely, you still need to get out the message about what you do and why it matters. Indeed, marketing may be even more important for the not-for-profit sector, which relies not on sales revenue but often on donations, grants, and corporate partnerships for crucial capital.
Marketing doesn't mean you have to develop a Stalinesque cult of personality, make annoying dinner-time calls, or take out a billboard with your photo on it twenty feet high. (Though this last I've always found to be an appealing proposition for Yours Truly ... ) Depending on an organization's services, goals, and audiences, there's an authentic, organic marketing option out there -- one that will convey key messages and accomplishments, inform the public, and, yes, if done correctly, increase the bottom line. This is where marketing consultation is key. We can help identify resonant messages and tailor approaches to make an impact while keeping with an institution's identity. We can also implement these strategies, whether through an ad campaign, presentation coaching, social networking guidance, or a knockout annual report -- to name just a few options from the bag o' tricks.
But today's discussion is not one of means but of merit. I'm sure in later days I'll return to the subject of marketing, since it's a topic near and dear to my heart (and my business, and my education, and my abilities). Indeed, I already have a post on marketing myths and realities brewing in my brain...
... But I won't type it here! No, in truth, my overwhelming response to such naysaying is a bit of pity, mixed with the desire to educate. To make the case for a sound, and strategic, marketing plan, one need only point to the old axiom ... If a tree falls in the forest and no one hears it ... So too with your work. Does your company do exceptional work? Create amazing products? Offer unparalleled service? Provide consumers a great value? Well, unless your target market consists of late-night tv psychics or Tarot card readers, they're probably not clairvoyant. If you're proud of the work you do (and if you're not, I suggest you try your hand at something else -- stat), then you ought to convey this message of confidence and quality to your constituencies. There is nothing shameful (or shameless) in that -- indeed, quite to the contrary.
And whoa, hold up, faithful readers from not-for-profit institutions, who are no doubt thinking with relief, Phew, she's not talking about us! Marketing is fine for the ol' corporate world, but we don't have the need -- or the budget -- for it. Wrong! Whether you're offering a community service, a four-year education, advocacy for a cause, or something else entirely, you still need to get out the message about what you do and why it matters. Indeed, marketing may be even more important for the not-for-profit sector, which relies not on sales revenue but often on donations, grants, and corporate partnerships for crucial capital.
Marketing doesn't mean you have to develop a Stalinesque cult of personality, make annoying dinner-time calls, or take out a billboard with your photo on it twenty feet high. (Though this last I've always found to be an appealing proposition for Yours Truly ... ) Depending on an organization's services, goals, and audiences, there's an authentic, organic marketing option out there -- one that will convey key messages and accomplishments, inform the public, and, yes, if done correctly, increase the bottom line. This is where marketing consultation is key. We can help identify resonant messages and tailor approaches to make an impact while keeping with an institution's identity. We can also implement these strategies, whether through an ad campaign, presentation coaching, social networking guidance, or a knockout annual report -- to name just a few options from the bag o' tricks.
But today's discussion is not one of means but of merit. I'm sure in later days I'll return to the subject of marketing, since it's a topic near and dear to my heart (and my business, and my education, and my abilities). Indeed, I already have a post on marketing myths and realities brewing in my brain...
June 16, 2009
Mistresses of Our Own Destiny
For me, one of the best parts of striking out on my own with my lovely business partner Jen has been the immediate and profound sense of excitement at being the mistresses of our own (now somewhat shared!) destiny.
Freedom, oh sweet freedom, how I savor you! Admittedly, it is quite rewarding to have eliminated the words “morning commute” from my vocabulary. And having my kitchen at my disposal is decidedly a major perk. But other factors, too, are proving sweet. My dining room table has proven quite the fertile ground for brainstorming, for one. We make quite the picture with our dueling laptops staring each other down, tap-tap-tapping away. Here, Jen and I can laugh and strategize (and laugh some more) with total abandon — no worries that we’re disturbing anyone other than two rambunctious kittens.
And yet, while each of these new workplace benefits is worth its weight in gold, none can compare with the delight I’m finding in spreading my wings and exercising my professional leadership. After more than a decade of working under the tutelage of seasoned communications professionals, I was more than ready to strike out on my own. Now that we are immersing ourselves in the innumerable practical and strategic considerations involved in launching a new company, each day brings new reminders that this is the path for me.
And now, if you’ll excuse me, I’m going to put another loaf of artisan bread in my oven to fuel my afternoon endeavors.
Freedom, oh sweet freedom, how I savor you! Admittedly, it is quite rewarding to have eliminated the words “morning commute” from my vocabulary. And having my kitchen at my disposal is decidedly a major perk. But other factors, too, are proving sweet. My dining room table has proven quite the fertile ground for brainstorming, for one. We make quite the picture with our dueling laptops staring each other down, tap-tap-tapping away. Here, Jen and I can laugh and strategize (and laugh some more) with total abandon — no worries that we’re disturbing anyone other than two rambunctious kittens.
And yet, while each of these new workplace benefits is worth its weight in gold, none can compare with the delight I’m finding in spreading my wings and exercising my professional leadership. After more than a decade of working under the tutelage of seasoned communications professionals, I was more than ready to strike out on my own. Now that we are immersing ourselves in the innumerable practical and strategic considerations involved in launching a new company, each day brings new reminders that this is the path for me.
And now, if you’ll excuse me, I’m going to put another loaf of artisan bread in my oven to fuel my afternoon endeavors.
June 15, 2009
Queen of All She Surveys
A crucial element of any successful entrepreneurship is understanding your market. Good luck selling your products or services, your ideas or your creativity, if you don't know to whom you're selling or the circumstances in which they find themselves. You can never do too much market research, in my humble (?) opinion. This is particularly true during times of economic uncertainty, when people put even greater thought into their spending. So when we were ready to turn Crazy Savvy from dream/favorite conversation topic/late-night wistful thinking into reality, one of the very first things we did was conduct a whole slew of market research.
One of the nifty ways we were able to do this was via survey (thank you, modern technology!). Erin and I drafted, and she engineered, a ten-question survey (powered by Survey Monkey, which is a pretty sweet tool indeed) examining trends in the communications and marketing field. We tried to be as strategic as possible about the questions we asked, because we knew the answers would shape how we set up shop, how we'd tailor our services to the needs of our clients, and even how we talk about ourselves. Put simply: We already knew what we can do. We wanted to find out how these capabilities, these services, these talents would best dovetail with the needs and opportunities our clients are facing right now, and in the coming months and years.
The results, while not exactly surprising (we like to think we stay pretty on top of what's going on in our industry!), have been both informative and reassuring. There's a definite need for our services, now more than ever. In fact, the majority of communications and marketing budgets of those surveyed were either staying the same or actually growing in the coming year -- wonderful news for us, and wonderful news for our clients, who understand that conveying messages to their constituencies clearly and effectively is even more imperative when the economy is weathering some challenges.
But for market research to be truly effective, it must be ongoing -- a way of thinking, a habit that translates into informed action and decision-making. In that spirit, I post our market research survey here. Feel free to take it and add your insight to the pool, or just sneak a peek and see our approach. It takes less than five minutes and is, of course, completely anonymous.
One of the nifty ways we were able to do this was via survey (thank you, modern technology!). Erin and I drafted, and she engineered, a ten-question survey (powered by Survey Monkey, which is a pretty sweet tool indeed) examining trends in the communications and marketing field. We tried to be as strategic as possible about the questions we asked, because we knew the answers would shape how we set up shop, how we'd tailor our services to the needs of our clients, and even how we talk about ourselves. Put simply: We already knew what we can do. We wanted to find out how these capabilities, these services, these talents would best dovetail with the needs and opportunities our clients are facing right now, and in the coming months and years.
The results, while not exactly surprising (we like to think we stay pretty on top of what's going on in our industry!), have been both informative and reassuring. There's a definite need for our services, now more than ever. In fact, the majority of communications and marketing budgets of those surveyed were either staying the same or actually growing in the coming year -- wonderful news for us, and wonderful news for our clients, who understand that conveying messages to their constituencies clearly and effectively is even more imperative when the economy is weathering some challenges.
But for market research to be truly effective, it must be ongoing -- a way of thinking, a habit that translates into informed action and decision-making. In that spirit, I post our market research survey here. Feel free to take it and add your insight to the pool, or just sneak a peek and see our approach. It takes less than five minutes and is, of course, completely anonymous.
June 12, 2009
Getting Down To Business
The best ideas in the world are irrelevant without the business know-how to turn them into a functioning, profit-generating company. It seems that this is particularly true in the creative industry. Sure, that copywriter may be the wittiest thing since Oscar Wilde, but if he can't run QuickBooks, he's going to have a hard time charming the IRS come April 15th. Yeah, that art director may be a visionary genius, but if she doesn't know how to market her services, she'll remain buried in perpetual obscurity (the phrase "starving artist" exists for a reason, friends and neighbors!)
So when we set out to form Crazy Savvy, we wanted to make sure that the business end of things was every bit as, well, savvy, as it was creative. Fortunately, we're not quite babes in the wilderness. (Babes, maybe. Wilderness, not so much. Ha!) Yours truly had the opportunity to study at the Wharton School of Business at UPenn, learning tricks and tips of the trade from some of the brightest minds in business. (Donald Trump sightings were surprisingly frequent, and Your Dear Author promises that no matter how successful Crazy Savvy may one day become, she will never resort to the atrocious comb-over as the ultimate status symbol.)
Partner Dearest Erin was instrumental in setting up shop for another small business, and knows the ins-and-outs of bookkeeping and the unique challenges and opportunities that face start-up business owners. Crucially, we had amassed two decades of experience in the communications and marketing industry before setting off on our own, so we knew our market, our competitive advantages, our craft, and our strategic partners like the backs of our hands. (Probably better. I am examining my left hand now and just noticed a tiny scar on my knuckle. Where did that come from? How long has it been there? These are questions I don't have to ask myself about my business!)
There are plenty of resources out there for anyone hoping to follow in our footsteps (size 5 1/2, probably stiletto, for the record). The library is your friend. There are literally thousands of books out there for start-up business owners, on everything from tax law to incorporation procedures to developing your own forms. And, fellow taxpayers, it's free! It's fun! You may even learn something! Your attorney is your friend. She will have wise advice on how to register your business and protect your assets and your interests. Your accountant is your friend. He will help you look after the all-important Bottom Line, and save you a good deal of anxiety (perhaps a better word is panic?) come tax time. Hey, even your friends are ... your friends. Their ideas, connections, moral support, and willingness to fetch coffee while you're on a midnight business plan typing tear cannot be overemphasized! (Are we noticing a trend here? It may not take a village to found a successful company, but it does take a well-stocked Rolodex.)
In the abstract, setting up shop can seem daunting, and perhaps rightly so. Running a business is not something to be entered into spontaneously or lightly, and there are enough cautionary tales out there to keep me typing through Valentine's Day 2010. But, with some strategic forethought, innate belief in the services you have to offer, and organizational clarity (an airtight filing system is -- you guessed it -- your friend), embarking on your own business
(ad)venture will seem like the exciting, gratifying experience that it should be. I know that I wouldn't have it any other way.
So when we set out to form Crazy Savvy, we wanted to make sure that the business end of things was every bit as, well, savvy, as it was creative. Fortunately, we're not quite babes in the wilderness. (Babes, maybe. Wilderness, not so much. Ha!) Yours truly had the opportunity to study at the Wharton School of Business at UPenn, learning tricks and tips of the trade from some of the brightest minds in business. (Donald Trump sightings were surprisingly frequent, and Your Dear Author promises that no matter how successful Crazy Savvy may one day become, she will never resort to the atrocious comb-over as the ultimate status symbol.)
Partner Dearest Erin was instrumental in setting up shop for another small business, and knows the ins-and-outs of bookkeeping and the unique challenges and opportunities that face start-up business owners. Crucially, we had amassed two decades of experience in the communications and marketing industry before setting off on our own, so we knew our market, our competitive advantages, our craft, and our strategic partners like the backs of our hands. (Probably better. I am examining my left hand now and just noticed a tiny scar on my knuckle. Where did that come from? How long has it been there? These are questions I don't have to ask myself about my business!)
There are plenty of resources out there for anyone hoping to follow in our footsteps (size 5 1/2, probably stiletto, for the record). The library is your friend. There are literally thousands of books out there for start-up business owners, on everything from tax law to incorporation procedures to developing your own forms. And, fellow taxpayers, it's free! It's fun! You may even learn something! Your attorney is your friend. She will have wise advice on how to register your business and protect your assets and your interests. Your accountant is your friend. He will help you look after the all-important Bottom Line, and save you a good deal of anxiety (perhaps a better word is panic?) come tax time. Hey, even your friends are ... your friends. Their ideas, connections, moral support, and willingness to fetch coffee while you're on a midnight business plan typing tear cannot be overemphasized! (Are we noticing a trend here? It may not take a village to found a successful company, but it does take a well-stocked Rolodex.)
In the abstract, setting up shop can seem daunting, and perhaps rightly so. Running a business is not something to be entered into spontaneously or lightly, and there are enough cautionary tales out there to keep me typing through Valentine's Day 2010. But, with some strategic forethought, innate belief in the services you have to offer, and organizational clarity (an airtight filing system is -- you guessed it -- your friend), embarking on your own business
(ad)venture will seem like the exciting, gratifying experience that it should be. I know that I wouldn't have it any other way.
June 11, 2009
We're Crazy Savvy ... By Design
One of the greatest lessons Erin and I learned while working at a fast-paced creative agency was this: Never underestimate the value of exceptional graphic design. Good design is a writer's best friend. Good design provides a compelling vehicle through which a writer's words become not only more accessible, but also more resonant, more powerful, more real. Whether it's one line of snappy ad copy for a billboard or a 50-page corporate annual report, good design can elevate a writer's words to art -- and, conversely, bad design can drive readers away from text faster than you can spell "atrocious."
So it only makes sense that, as we embark on our own business
(ad)venture, we put a lot of thought into our visual identity -- our brand, as it were. Our years in the ad world gave us the opportunity to develop exceptional relationships with some very talented graphic designers -- and we were able to observe (much as a scientist studies a fascinating, and slightly puzzling, new specimen) the minds of designers at work. When it came time to prepare our own materials, we turned to only the best. Thus began our Adventures in Identity Development.
Logos aren't delivered, kicking and screaming, whole into the world, ready for public oohs-and-aahs. They're made, painstakingly, meticulously. If you're privileged enough to work with a great designer, every nuance -- from the curl of the second letter in your company name to the exact Pantone colors selected for your palette
-- takes inspiration from your own company identity. For Crazy Savvy, we were asked to prepare a creative brief, encapsulating who we were, what made us special, and where we wanted to go. We perused more than 200 of the best design, ad firm, and consulting websites in the world, identifying elements we responded to -- and ones that made us shut the browser window ASAP. We catalogued our findings and presented them to our design team, who cross-examined us with enough due diligence to make Perry Mason proud. Then, it was off to the races.
We've gone through four concept development phases already, and are nearing that fun finale where we !! pick a winner !! Our website, business cards, letterhead, and promo materials are very much in the works. In fact, the, uh, highly-minimalist state of this very blog owes itself to our still-in-process identity development period -- and the same is true for the splash page of our website. We figure, we put thought into action, into every word we say or write or (one presumes) consider. So we work with designers who put that same depth and breadth of thought into their designs. We are oh-so-close and can't wait to debut our final identity (you'll see it first, right here!) But, as with the old adage, the journey we've embarked on as we develop our identity has been every bit as rewarding as the final result will undoubtedly be. At Crazy Savvy, we wouldn't have it any other way.
So it only makes sense that, as we embark on our own business
(ad)venture, we put a lot of thought into our visual identity -- our brand, as it were. Our years in the ad world gave us the opportunity to develop exceptional relationships with some very talented graphic designers -- and we were able to observe (much as a scientist studies a fascinating, and slightly puzzling, new specimen) the minds of designers at work. When it came time to prepare our own materials, we turned to only the best. Thus began our Adventures in Identity Development.
Logos aren't delivered, kicking and screaming, whole into the world, ready for public oohs-and-aahs. They're made, painstakingly, meticulously. If you're privileged enough to work with a great designer, every nuance -- from the curl of the second letter in your company name to the exact Pantone colors selected for your palette
-- takes inspiration from your own company identity. For Crazy Savvy, we were asked to prepare a creative brief, encapsulating who we were, what made us special, and where we wanted to go. We perused more than 200 of the best design, ad firm, and consulting websites in the world, identifying elements we responded to -- and ones that made us shut the browser window ASAP. We catalogued our findings and presented them to our design team, who cross-examined us with enough due diligence to make Perry Mason proud. Then, it was off to the races.
We've gone through four concept development phases already, and are nearing that fun finale where we !! pick a winner !! Our website, business cards, letterhead, and promo materials are very much in the works. In fact, the, uh, highly-minimalist state of this very blog owes itself to our still-in-process identity development period -- and the same is true for the splash page of our website. We figure, we put thought into action, into every word we say or write or (one presumes) consider. So we work with designers who put that same depth and breadth of thought into their designs. We are oh-so-close and can't wait to debut our final identity (you'll see it first, right here!) But, as with the old adage, the journey we've embarked on as we develop our identity has been every bit as rewarding as the final result will undoubtedly be. At Crazy Savvy, we wouldn't have it any other way.
June 10, 2009
Hello, world. It's us.
Inaugural blog post. Phew. No pressure or anything.
Nah, I'm just kidding. I like the challenge of a blank page, always have. It's why I'm here, after all. "Here" being, for the moment, my business partner's dining room table, laptop in front of me, notebook on my right (covered in pink ink, natch), cell phone (also pink) a finger's length away so I don't miss anything. I try not to miss anything, ever, period.
People love to chatter on about the pitfalls and perils of setting up a business. Especially, they add ominously, "in times like these" ... as if risk is something new. I mean, I get it. Forms - business plans - marketing plans - portfolios - accountants - attorneys - web development - promotion - registration - tax law - public launch - identity - and am I even scratching the surface? (No, ma'am.)
But I wouldn't have it any other way. Crazy Savvy is a long-time dream, brought at last to sweet fruition. Full-spectrum communications and marketing solutions, brought to (one can hope) an adoring public by two extremely savvy (and maybe just a little bit crazy) writer-consultants who have spent two combined decades in the industry preparing for this. Do what you love, love what you do: it all comes back to this nifty little tautology.
We're nearly ready for public launch. Pitches, proposals, portfolios, promotion -- check, check, check, and check. As for those "what about the economy?" questions, well, any communications professional worth their Blackberry knows that it's even more crucial to refine your messaging and your marketing approach in times of uncertainty and doubt. And, no doubt about it, I am certain of this: This is the start of something wonderful.
Nah, I'm just kidding. I like the challenge of a blank page, always have. It's why I'm here, after all. "Here" being, for the moment, my business partner's dining room table, laptop in front of me, notebook on my right (covered in pink ink, natch), cell phone (also pink) a finger's length away so I don't miss anything. I try not to miss anything, ever, period.
People love to chatter on about the pitfalls and perils of setting up a business. Especially, they add ominously, "in times like these" ... as if risk is something new. I mean, I get it. Forms - business plans - marketing plans - portfolios - accountants - attorneys - web development - promotion - registration - tax law - public launch - identity - and am I even scratching the surface? (No, ma'am.)
But I wouldn't have it any other way. Crazy Savvy is a long-time dream, brought at last to sweet fruition. Full-spectrum communications and marketing solutions, brought to (one can hope) an adoring public by two extremely savvy (and maybe just a little bit crazy) writer-consultants who have spent two combined decades in the industry preparing for this. Do what you love, love what you do: it all comes back to this nifty little tautology.
We're nearly ready for public launch. Pitches, proposals, portfolios, promotion -- check, check, check, and check. As for those "what about the economy?" questions, well, any communications professional worth their Blackberry knows that it's even more crucial to refine your messaging and your marketing approach in times of uncertainty and doubt. And, no doubt about it, I am certain of this: This is the start of something wonderful.
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