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A Unique Shopping Experience: 4450

· November 29, 2010

This week, as the Christmas retail season gets into full swing, I wanted to highlight the great shopping experience provided by one of my clients, a successful locally-owned business in the state. For the past month, I’ve had the opportunity to work with the team at Halo Business Advisors in crafting a new email marketing “look” for 4450, a unique, high-end women’s boutique in Jackson, Mississippi.

I was able to visit the store for the first time in early November and meet Luke and Alison Abney, the owners. To be honest, I was blown away by the environment, the look and the unique clothing pieces they offer. It was such a different shopping experience from the big department stores where you might find some of their brands, and it made me want to come back again and again.

The look they’ve created in the store is very spare, but inviting. With white walls and trim, lots of gray and neutral interior accessories, exposed metal beams and pinpoint lights, walking into the boutique was like a breath of fresh air. My favorite part was the preservation of space. You know how when you shop in a large department store, you are constantly tripping over items and running into racks of clothing just to get a peek at the merchandise? Well, the 4450 experience is the polar opposite. Their unique displays and well-chosen selections are artfully shown with plenty of comfortable space to sit or explore. Their choice of a neutral background palette really helps the clothing take center stage in their two-story space.

Alison Abney shared with me that she feels the greatest strengths of 4450 as a retail option are their buying choices. They try to offer brands that are unique to the area and feature new design styles that aren’t as prevalent. This really appeals to a broad range of clientele who is interested in a unique and special look not found in every other store. Alison also said that they focus on pieces rather than collections when they choose their designers, offering customers the opportunity to mix and match items to serve their own wardrobe needs.

The urban influences of 4450 are clear in the clothing choices and in the interiors. And, Alison and her team wanted that influence reflected in their email marketing as well. While some of their print advertising might be a little more staid, my job was to create an email look that offered a little “pop” in the inBox. Using black as our base color, we combined some brighter colors with an edgy look to convey their promotional messages in a fun, but sophisticated way. Take a look! And if you’re in the Jackson, MS area, don’t miss a stop at 4450. It’s well worth a trip down the I-55 Frontage Road!

Categories : in the studio, learn

Tags : client profiles, email marketing, fashion design, retail design, spaces

Branding in the Small Things

Posted by haley montgomery

· November 17, 2010

HAVE YOU THOUGHT ABOUT HOW YOUR BRAND LOOKS HERE?

So, you have a great logo design. You’ve carefully chosen your website colors and imagery to reflect your company “look.” You’ve created consistency across all your printed materials with typefaces, colors and patterns. You’re watching how your logo is used to make sure it conforms to your brand guidelines. You’ve carefully crafted the verbiage on your promotional materials to reflect your company’s approach to products and services. You’re adequately branded, right?

Maybe so. But often, the dividing line of whether your brand reaches a level of customer engagement that really makes it memorable is found not only in the traditional marketing materials, but also in the details–the details of how your customer experiences you and your business.

I’ve been thinking more about the details of branding as I’ve been working on various client projects that take an existing brand image and expand it or fine-tune it. That process sometimes involves redefining. It sometimes includes augmenting. And more often than not, it requires a keen attention to detail.

I’m kind of a brainstormer. I use the technique of listing as part of my creative process sometimes. In this recent thought process on branding in detail, I’ve been brainstorming areas of a business operation or a customer experience where brands can reinforce themselves and even make their mark just by adding a little intention. Here are some of the results — 25 branding opportunities you may have overlooked. Have you thought about how your brand looks (or sounds) here?

1. Email signature
2. Restroom doors
3. Parking lot signage
4. Voicemail messages
5. The back of your business card
6. Invoices
7. Friday casual-wear
8. Your front door
9. Sales tickets
10. Your website “favicon”
11. The materials you use to take notes during client meetings
12. Office computer screen savers
13. Office or store wall art
14. #10 business envelopes
15. Price tags
16. Your Facebook “place” page
17. Packing materials
18. Gift enclosure cards
19. Appointment cards
20. Company vehicles
21. Your Twitter background
22. The beverages/refreshments you provide clients
23. Your email opt-in thank you message
24. Event name-tags
25. Your on-hold message

Categories : learn

Tags : branding, marketing tips

Does Your Logo Need Re-Working? 5 Questions

Posted by haley montgomery

· September 21, 2010

Over the years, I’ve found that one of the key marketing elements many businesses struggle with is their logo. It’s one of the most basic components of a good branding and marketing strategy, and yet, it’s also something that often creates the most headache and confusion. Developing a single image that adequately conveys your company’s offerings is a daunting task. And, you don’t just want it to “adequately convey.” You want it to ATTRACT customers to your products and services. Add to that the personal stake most entrepreneurs and small business owners have in the way their life’s work and passion is portrayed, and the logo development process can produce trepidation in even the most seasoned client.

I’ve been thinking and talking a lot about logos lately with a few Small Pond clients who are in the thick of the logo development process. In addition, I’ve had several colleagues and friends approach me to help them evaluate their business logos to try and gauge effectiveness. Whether it’s a completely new concept or an image you’ve been using for years, how do you know if your logo design could use a tune-up? How can you make this key piece of your marketing plan work to your best benefit? It’s true that when used consistently, almost any image you’ve chosen can come to be associated with your business over time. But, is what you’re using really matching the achievement and potential of your ideas, your products and your services? In my conversations, I’ve been stressing a few questions to consider when judging whether a logo is really working for you.

Is it FLEXIBLE? Is your logo readable in both large and small applications (billboards to business cards, jumbotron to iphones)? Can it be used in both horizontal and vertical formats? Does it convey your image just as well in one color as in full color? Flexibility is the key to consistency. And consistency will make or break your logo’s effectiveness. Make sure the logo design you adopt has the flexibility to serve the breadth of your marketing needs.

Does it have LONGEVITY? Does it strike a balance between timely and timeless? Does it give your image a “look” that is independent of trends? Will it represent your business appropriately 10 years from now? The worst marketing investment you can make is in a logo design that will be dated in a year, or even two. When your logo is too trendy, your customers’ confidence level can take a hit. An outdated logo creates the impression that your products, services and abilities are outdated as well. On the other hand, a logo that maintains a timeless image has the added benefit of upping the professionalism-quotient of your business.

Is it APPEALING? Does it create positive impressions of your business among your specific customer base AND the general marketplace? Does it cause your business to stand out in the crowd? Does it encourage the audience to take a longer look? Your company logo is never going to appeal to everyone. That’s just an unrealistic goal, but consider your specific target audience when determining the imagery and typefaces used in your logo. You want potential customers to make favorable associations with your choices. In addition, you want your choices to produce interest and curiosity in the broader audience.

Is it APPROPRIATE? Does it reflect the reality of what you do? Does it communicate what you have to offer and your business style? Does it interpret your company goals and services for the public? Does it create the image you want your business to be known for? Part of developing an effective logo is helping your customers draw a line between your company’s image and what you actually offer, how you actually deal with customers and your actual approach to business. One should reinforce the other. An appropriate logo helps the audience recognize the “tone” of what you have to offer and how you’ll relate to them in a real-life encounter.

Are you using it CONSISTENTLY? As I mentioned earlier, consistency will make or break your logo’s effectiveness. Even the most well-designed, timeless, appealing, appropriate and flexible logo won’t be effective if it is not used consistently in your marketing efforts. Don’t compromise when it comes to presenting your business to the public. Include your logo on every piece of information about your business that your customers will see. Invest in licenses for the typefaces used in your logo so that they can be applied to other items like proposal headings or even invoices. Be watchful with vendors and advertising outlets to ensure that your logo is being used correctly on promotional items. This consistency will help your audience begin to automatically associate the logo with your business, products and services.

Categories : learn

Tags : branding, logo design

Five Questions to Ask Yourself with Every Customer Encounter

Posted by haley montgomery

· September 7, 2010

I was talking recently with a new client–a business advisory service who hired me for brand development and start-up marketing–and he asked me some questions about why I decided to name my business Small Pond Graphics. The client had been to my website and wanted to discuss some of the ideas a little further. Some companies that are local occasionally use feather flags to get customers from sidewalk traffic. As it turns out, we had similar impressions of the value of our small town business experiences, and the conversation expanded into a discussion of how many of the typical small town attitudes and ways of conducting business translate into the wider marketplace.

My thoughts on the name Small Pond Graphics began germinating with the idea that I live in a small town in the rural South. It’s a fact that has colored much of my career over the years. Being in a smaller community sometimes means that companies have to be a little more ingenious in their marketing efforts. It means they may need to approach services and customer service with a little more flexibility, creativity and a personal touch. Whether a business is located in a small town or a large city, however, the reality in this digital, media-rich age is that all are part of the same small world–a small world that is getting even smaller by the minute. It was that thought that really resonated with me in trying to determine the focus and “culture” of my own company. Perhaps those flexible, creative and relationship-centered approaches aren’t confined to small ponds after all.

So, my client conversation got me thinking. How DO businesses approach customer encounters in a small town? What makes that process so appealing? What can I glean from it as I market my business on a daily basis? How can I market to every customer and prospect as if I’m marketing in the small pond?

It boils down to relationships. There’s no question about it. They are the hallmark of marketing with a small pond approach. People want to do business with folks they know. It’s a tried and true reality straight from small town USA. Embracing that reality means that every customer encounter is an opportunity to build a deeper relationship. That sometimes requires approaching the experience from a slightly different perspective than what marketing or sales trends might dictate. With that in mind, consider asking yourself these 5 questions with your next customer encounter.

1. HOW CAN I SAY “YES”?

Instead of immediately evaluating how a contact may fit into your “ideal customer” profile, figure out a way to say “yes” in some way. It’s really what customers want to hear. Put determining how a customer is positioned in your sales process or list of services on the back burner. The ability to say “yes” shows that a company is willing to step beyond a rigid business model in order to address a customer’s individual needs.

2. WHAT CAN I GIVE TO THIS SITUATION?

Rather than asking “what can I get out of this?”, make an investment. Relationships are built on investments–offerings of time, resources, effort, and self. The laws of farming say that you reap what you sow. Sowing is required FIRST before reaping the benefit of a good crop. Make a plan for what seeds you want to sow with each conversation or customer experience. Be willing to give before you expect to get.

3. HOW CAN I LISTEN MORE CAREFULLY?

Instead of trying to figure out how to squeeze in your elevator pitch, devote yourself to listening in your next customer encounter. Before a company can meet a client’s needs through products or services, it has to know what those needs are. That understanding doesn’t come through anticipating or completing the sentences, it comes through really listening.

4. HOW CAN I MAKE THE MOST OF THIS ONE-ON-ONE OPPORTUNITY?

Rather than asking “how can I make the most of this time?” in a hurried effort to multi-task, focus your attention on the person in front of you (virtually or otherwise). Lay aside the need to be available to everyone else at that moment and pay closer attention to this one-on-one opportunity to connect and build a lasting bond. Your entire relationship with a customer may rest on this one encounter. Make sure you’re all there.

5. WHAT IS UNIQUE ABOUT THIS CUSTOMER & HIS SITUATION?

Instead of asking yourself first”what products or services can I provide?”, let your customer take center stage. Listen for the unique qualities to emerge and respond to those. Focus on offering resources to resolve unique problems or highlight unique assets–whether your products and services apply or not.

At the end of the day, customers still value the same things they did when your grandparents were doing business. They still value the wave on the street, someone calling them by name, or the handshake at the grocery store so common in small towns. It’s just that some of the venues today are places like Facebook or GMail or Skype. The small town approach works. Are you on board?

Categories : learn

Tags : marketing tips, Small Pond Graphics

Flying Light

Posted by haley montgomery

· August 5, 2010

Today is Little Drummer Boy’s first day of “big school” kindergarten. We’ve been anticipating it and talking about it all summer, and the big day finally arrived. It’s really just one more episode in a thousand new things LDB has been experiencing. When you are young, change seems so much more acceptable for some reason. Perhaps it’s because so many monumental changes in size and communication skills and motor skills are compacted into those first few years, that it really becomes “old hat.” It’s no wonder we seem ready to slow the process as we get older.

Little Drummer Boy was raring to go, all dressed up in his yellow and khaki school uniform and boasting a Bumblebee Transformer backpack–no doubt all he needs to face the big world today. The most energizing factor about the backpack seemed to be the fact that it lights up when he moves. LDB was intent on making sure the lights would show up in all our “first day of school” photo opportunities. I guess something about the red blinking lights amped up the “cool” factor. It’s hard to squelch the light. A realization I’m enjoying at the moment.

The start of school always seems symbolically to represent the ending of summer for me, despite the reality that we’ll likely have at least two or three more months of summertime temperatures in Mississippi. Beyond that, this start of school for Little Drummer Boy seems to represent the ending of his “baby-hood” and his launch into full-fledged “boy-dom.” And although I often tell him “you’ll always be my baby,” there’s no turning back now. Yes, he was raring to go. And, I have to admit that I couldn’t help but want to hold the reigns a little tighter.

In the excitement of heading down the sidewalk toward Sudduth Elementary this morning, LDB stumbled and fell while holding my hand. My heart sank for a moment — a moment ripe with emotions and memories and hopes and a twinge of worry. Will he cry? Will a fall overshadow the fun of the morning? Will this squelch his excitement for the day and this new experience? Little Drummer Boy’s response was to stand up without a flinch and say, “I’m ok. I love you Mommy.” It’s hard to squelch the light.

Earlier this week, the latest American Life in Poetry installment graced my inBox. The featured poem, Fireflies, couldn’t be more appropriate in my mind at the moment. “Lightening bugs,” as we call them around here, are the hallmark of Summertime and catching them is a typical joy for almost any “boydom” or “girlhood.” Little Drummer Boy and Bug have had their share of experiencing the chase and the wonder of these little incandescent creatures. Baby Girl hasn’t had the pleasure yet, but I’m sure she’ll enjoy the experience with her own flair in due time. Even as a grown-up, I can clearly remember that there is nothing quite as giggle-inducing or excitement-sparking as capturing the fly in two hands, peeking into the dark space to glimpse the light and then opening your fingers wide to see him fly away spreading his light into the night sky. That moment is beautifully described in this poem, and it reminded me… There’s nothing quite as exciting as holding their light and letting it go for the rest of the sky to experience.

Last Summer after one of the boys’ excursions in pursuit of fireflies, I recorded one of my favorite Little Drummer Boy quotes. I’ve shared it before, but I was thinking of it this morning. They bustled back into the house all sweaty and filled laughter. They had caught two lighting bugs. And in their inspection, LDB announced that one of them “COULD NOT turn his light off.” If there is any one thing I can hope for Little Drummer Boy as he embarks on this year’s new experiences it is that he CAN NOT turn his light off. It’s a brilliant light that deserves to fly.

American Life in Poetry: Column 280
BY TED KOOSER, U.S. POET LAUREATE, 2004-2006

Marilyn Kallet lives and teaches in Tennessee. Over the years I have read many poems about fireflies, but of all of them hers seems to offer the most and dearest peace.

Fireflies

In the dry summer field at nightfall,
fireflies rise like sparks.
Imagine the presence of ghosts
flickering, the ghosts of young friends,
your father nearest in the distance.
This time they carry no sorrow,
no remorse, their presence is so light.
Childhood comes to you,
memories of your street in lamplight,
holding those last moments before bed,
capturing lightning-bugs,
with a blossom of the hand
letting them go. Lightness returns,
an airy motion over the ground
you remember from Ring Around the Rosie.
If you stay, the fireflies become fireflies
again, not part of your stories,
as unaware of you as sleep, being
beautiful and quiet all around you.

American Life in Poetry is made possible by The Poetry Foundation, publisher of Poetry magazine. It is also supported by the Department of English at the University of Nebraska-Lincoln. Poem copyright ©2009 by Marilyn Kallet, from her most recent book of poetry, Packing Light: New and Selected Poems, Black Widow Press, 2009. Reprinted by permission of Marilyn Kallet. The introduction’s author, Ted Kooser, served as United States Poet Laureate Consultant in Poetry to the Library of Congress from 2004-2006. We do not accept unsolicited manuscripts.

Categories : mother's heart, poetry

Tags : American Life in Poetry

Hello & welcome! I’m Haley Montgomery, and I’m the designer and owner of Small Pond Graphics. I sometimes fancy myself a frog kisser— a documentarian coaxing poignant moments from unexpected places. This blog has evolved from those moments.

The small Pond FIELD GUIDE is part diary, part sketchbook, and part wish list – an archive of ordinary wonders. For years, this space has housed my stories – creative ideas, vintage inspiration, our forays into curious places, and the simple artifacts of quiet of conscious living. Through watercolor, photography, and illustrated tales, these pages uncover the blessing of ordinary days and the wonder found in authentic places and pursuits.

I invite you to open the boxes.
Peek into the drawers.
Rustle through the pages.
I’m honored to have you here.