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Fortune-teller

It’s Time to Stop Marketing by First Best Guess

The first principle is that you must not fool yourself and you are the easiest person to fool.
– Richard Feynman, Nobel Laureate in Physics

Stronger strategy, better targeting, more effective messaging, improved customer service—your success in these areas is strongly linked to your ability to accurately understand your target audience and engage with them in a way they find meaningful.

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A Finishing Touch: Using Tactile Design

Some people think print is dead — that fewer people are printing things and it’s all going digital. But there is still a very large portion of your brand that calls back to traditional elements.

Each month, I get a water filter in the mail from a company called Soma and the packaging is beautiful. The design of the packaging creates an elegant, quality experience. In the end, it doesn’t feel like something you regret buying.

Our sense of touch is really important. It’s one of the first impressions you make with your audience and they’ll notice when things are well thought out. At the end of the day even the smallest details are noticed – from the type of paper you choose to the size and dimension of a printed piece. Maximizing these details will ultimately connect with them. Continue Reading

CNP Catches a String of Wins at the 2016 ADDYs

Mardi Gras frivolity was in the air at the 2016 ADDY Awards, hosted by the Polk County chapter of the American Advertising Federation. An annual gathering to honor excellence in the art of advertising, the ADDYs offer local industry pros an occasion to cut loose and applaud outstanding creative work.

Photo 2016-02-26 11_23

In keeping with this year’s “Laissez les Bons Temps Rouler” theme, the Lakeland Center venue was transformed into a colorful French Quarter fantasyland. Authentic Cajun cuisine, a live brass band (and yes, even a giant snapping turtle), helped create a festive “on-the-bayou” atmosphere that put everyone in the mood to celebrate.

And celebrate we did! At the end of the evening, CNP took home an impressive number of wins — six Gold ADDYs, eight Silver ADDYs, two “Best in Category” awards and two out of three Judge’s Choice awards.

It’s always a privilege to be recognized for delivering great work, and we are so thankful for the clients who give us the opportunity to do just that. With the excitement of a big win under our belt, our entire team is fully energized and looking forward to creating lots more amazing work in the year to come.

Check out the highlights of our ADDYs haul below —

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4 Game-Changing Questions to Put Your Digital Marketing On Track

Digital marketing elicits more shiny-object syndrome than any other set of marketing tools. Here's how to make sure you're not wasting your time.

The digital marketing space changes at a blindingly fast pace. And while being on the look out for the next big thing is an important part of the game, it’s always good to tap the brakes on that impulse every now and then to make sure you’re not blindly wasting your time. Continue Reading

What isn’t measured cannot be managed.

Everyone wants to optimize their media budgets, but few put in the continuous effort necessary to properly understand their audience and measure ROI.  What isn’t measured cannot be managed.  If you are not researching and measuring, there’s no way to know what should be expanded, what should be cut  or how to act upon the data you have.

The Hub and Spoke Model for Marketing: The Wheel is Still King

No need to reinvent the wheel. It’s still awesome.

Digital footprints, driving traffic – we’re all on a mission to make our mark and constantly improve our online presences. A marketing strategy based on the Hub & Spoke model can help spread your top notch content across the web and around the (real) world. Luckily, the concept is simple. By making some simple tweaks to your advertising, marketing, PR and social media strategies, you’ll be better much equipped to manage your brand, build up its equity and expand your audience. The execution may require a little work, but the payoff is worth it in the end. Continue Reading

Interview with a Stock Photograph

I have no problem with the occasional, tactical use of high quality stock photography. But when stock photos become the default choice of imagery – especially those go-to clichés that have a built-in groan factor – I get really worked up. So much so that I can only find relief by imagining conversations like the following…

Interviewer: We’re talking today with “Businessmen Shaking Hands,” ostensibly the most famous stock photograph in the civilized world. How did you become so popular?

Businessmen Shaking Hands (BSH): Well, doesn’t everyone know that? I make a universally appealing visual statement in all languages.

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Taking No for an Answer

No. It’s a word that so many fear, yet we hear it all the time. To be completely honest, often times we downright expect it. It is how you take it and use it to your advantage that can set you apart. To me, no means: revise, reimagine, dig deeper, go higher, be bold.

 

How to Make UTM Codes and Why They’re Important

Urchin Traffic Monitor (UTM) codes do a lot more than just make URLs ridiculously long. They play a pivotal role in measuring your marketing efforts and can help you see what resonates most with your audience.

So, what is it?

A UTM code is part of a custom URL that allows you to track a source, medium and campaign so you know exactly where your website traffic is coming from. It was originally used in conjunction with Urchin, a  web statistics analysis program developed by Urchin Software Company. Google purchased the software in 2005 to grow Urchin’s online product, which we now know as Google Analytics. Continue Reading

Inspiration through Desperation: Why Putting Limits on Your Creativity is a Good Thing

It might seem counterintuitive, but creativity loves rules.

Getting yourself jazzed up with a “the sky’s the limit attitude” can actually be crippling. Overwhelmed by options and paralyzed by indecision, you’re more likely to spin your wheels rather than have a eureka moment. On the other hand, boundaries (even artificial ones) can force your brain to invent ingenious ways to work within them.

One of my absolute favorite examples of creativity through confinement is Rene Redzepi’s restaurant, Noma. Located in Copenhagen, Denmark, it’s currently recognized as the second best restaurant in the world. Redzepi only cooks with Nordic ingredients, mostly sourced from within a small radius around the restaurant. Since I don’t think I can top the ankle weights metaphor, I’ll let the New York Times handle this one: Continue Reading