summer 2009
Verbatim by Eric Silveira your Business
“Ideas won’t keep;
your Future
something must be done about them.” by Tim McArthur
Alfred North Whitehead
In Times Like These:
(We’re not out yet, so let’s hear it again.)
An idea is a starting point, that we are always striving As previously stated in the Spring edition of
and whether you come to for, as it speaks to the level the Quarter, the tendency within our current
us with one or for one, it of relationship that we are economic climate seems to be to cut back,
must move from concept committed to provide to or even stop any advertising and marketing
to reality. When you look all of our clients. When initiatives that you may have been previously
outside your organization you’re able to rely on involved in. The problem with this method
for help to communicate or those you are working with, however, is that you still need to maintain
bring that idea to life, you it frees you up to focus on ‘Share of Mind’ if not ‘Front of Mind’ to remain
are in essence entrusting doing what you do best. successful. So the question arises, is it possible to
cut back spending but become more effective
that person or team to Otherwise, you might just
with your promotional dollars?
represent your vision and find yourself further behind
purpose. One of the and overwhelmed with the We’ve heard that we need to “Keep spending
highest compliments we task at hand. to keep the economy going.” While true, we will
have been receiving lately continue to say let’s analyze your spending and
is “You guys make the call, qualify your impact. Let’s use this time to look
I trust you.” It is a comment at restructuring and exploring new or refined
options and possibilities for your advertising/
marketing budget.
Over the past few months we have spent
ON SALE time sitting down with clients to look at the
big picture, working to develop a sound
strategy that will meet their budgets and
Strategic Marketing Consult predetermined goals. This sometimes takes the
Reg. $1250 Only $750 this quarter form of customer service, as we pull from our
experience to incorporate strategic thought
Investing real dollars in your business should not only produce into the creative design. Other times it becomes
a ‘Return On Investment’, it should also meet your immediate a more structured and formal marketing plan,
objectives. Working with a team of professionals enables you to as varied as the businesses we work with.
better chart your course, spending money where vitally necessary,
allowing you to effectively reach your customers and freeing you
up to focus on the integral work of your organization.
Our marketing consult is a two-day, in-depth analysis of your If you would like to set up a time to meet to evaluate or discuss
business’ marketing practices and needs. your situation, please feel free to contact the office for an
appointment. I would be more then happy to sit down with you
at your convenience.
www.lucidmedia.ca
summer 2009
Trends by Shane Drever
One Stop Shop
Client Profile
Been Done Before?
We recently signed on for a project with one
Rumour is that it has been done before. But in most cases taking of the divisions of The Stride Rite Corporation,
an idea to reality doesn’t happen in one step. Most often this takes
time and some back and forth. Ideally it should be an enjoyable an international marketing & distribution
process, you bring your ideas, we mix in ours and we do a little company. The piece was for a Saucony
dance until you are excited about the finished product.
Supershelf ad to be placed in Sportchek
stores across Canada. The project involved
Below is a logo design that illustrates how this process often works. concept development, photography, graphic
Preliminary Sketches design, as well as working as a link between
our client and their media agent. The ad ran
for a month with great success, and we have
since had the opportunity to work with their
other brands; Keds, PRO-Keds, Sperry Top-
Refinement
Sider and Stride Rite Children’s shoes. We
have developed various magazine and in-
store ads, as well as promotional pieces and
display graphics.
Finished
Logo
55 Fleming Dr. Suite 6
The Fine Print: Our door is always open and there is usually Cambridge, ON N1T 2A9
519.624.9512
a fresh pot of coffee on. Please feel free to stop in anytime,
info@lucidmedia.ca
or call to set up an appointment where we can talk further
about anything discussed in this edition.
Sincerely, Lucid Media www.lucidmedia.ca