Posts tagged ‘marketing’

September 5, 2013

Case study: greenmelon inc. product site

Fictional storytelling: A “novel” approach to branded content

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When greenmelon inc. was first established, its primary focus was on product design, mainly lighting fixtures, furniture and household hard goods. Thing is, when small firms design products, they seldom have the financial support to actually produce the product—it’s generally easier, less risky and more lucrative to simply sell the design to a manufacturer or large chain, and let them take over the production and distribution.

Greenmelon creative director Robert Smith’s background lay in graphic design—and he had won many packaging gigs—so the company offered a holistic approach to product design—not just the product itself, but also the positioning, communications and packaging that went along with it.

Since the product didn’t exist beyond Robert’s imagination, the wonder of Photoshop and some technical drawings—there was only one way to get the product ideas across. Tell a good story. That’s exactly what Joy Parks, owner, senior writer and creative director of seed, did.

There was a simplicity and great deal of wit to the products developed by greenmelon—and that tone was central to the content on the website. Beginning with the understated “we’re greenmelon and we design things” tagline (which continues to appear on www.greenmeloninc.com, also written in large part by seed president Joy Parks), the site not only featured brief descriptions of the products—but also fictional stories of end-user customers who had bought the product. The short stories explained who the potential customer was, why they bought the product and how they were using it. These fictions not only outlined details about the product but also allowed potential licensees to glimpse their potential market. And they did so with wit, humour and down-to-earth simplicity.

According to President and Creative Director of greenmelon Inc., “I always infuse an element of wit and whimsy into my product design so it was imperative that the website articulate that. I chose to work with Joy from the very beginning of the project because the site required more than just words. It needed personality. It needed to tell a story. There was no one else that I would trust with a project of this scope. The results were simply, poetic. Joy was much more than a writer, she was a collaborator and the site would not have been the overwhelming success it was without her involvement.”

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The site got rave reviews from just about everyone who visited it and was, quite frankly, like catnip for young designers looking for a place to work. While greenmelon later shifted its focus to graphic design, this initial website showcased both the company’s innovative designs and creative approach to marketing them, established their “fresh” brand and proved the power of storytelling.

For more examples of greenmelon’s website, please go to:

http://seedcreativecontent.com/entries/retail/greenmelon-product-website

http://seedcreativecontent.com/entries/corporate-non-profit/greenmelon-inc-website

Download a PDF of this case study Greenmelon Inc

 
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April 20, 2013

If only…

12 Roles Essential to the Future of Content Marketing

If this much focus is ever put on content marketing and communicating with clients — just imagine the job market for writers and other creative talents. It boogles the mind!

April 2, 2013

I want the poster-sized version

Love this infographic from Joe Pulizzi and the Content Marketing Institute depicting that content marketing isn’t new at all. But we do seem to be in the Golden Age.

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March 16, 2013

Who are your heroes?

According to my mother, when I was quite young, I would cut photos of detergent or face powder or toys out of magazines and catalogues, paste them to a piece of paper, write a story about why they were good things to have and make a presentation to the dolls and stuffed toys I had assembled around my kiddy table. When I watched “Bewitched,” it wasn’t Samantha and her magic family that interested me, it was Darren’s work at McMann and Tate that held my attention.

These were obviously signs of things to come.

Despite what the writers of Mad Men would have you believe, little girls who wanted to be advertising creatives (and when I look around at agency biz events, I’m thinking there were more of us than one would have expected) had our role models. There was Shirley Polykoff, creator of the famous “Does she…or doesn’t she?” campaign. There was Mary Lawrence Wells, who took the idea of branded content to new levels when her agency not only did a campaign for Braniff Airlines, but also decided on the décor of the planes and the outfits for the flight attendants. And there was my personal fav, Jane Trahey, who set a new standard for fashion content in the years when she was a force in Neiman-Marcus’ advertising and later opened her own New York shop where she won clients like Elizabeth Arden and created the famous Blackglama Furs campaign.  In addition, she wrote plays and a handful of books, one being On Women & Power, that was pretty much an early roadmap on how women could get and keep high-powered jobs. I’ve given a half dozen copies away to women I thought could use the moral support—and I continue to seek out copies in used bookstores.

These days I’m reading people like George Lois, Lee Clow and others—plus the content “specialists” like Joe Pulizzi or David Meerman Scott (whom I liked even more when I found his book World Wide Rave free on Kobo. How generous.)

Perhaps some of you didn’t start planning your career while preparing for first grade, but I’m thinking if they would have made a line of collectible cards featuring advertising executives (the kind that used to come with that stick of pink powdery gum with the consistency of Bristol board), I would have collected the whole set.

Hummm…there’s a product idea.

Everyone needs a hero. And whether you get ideas or the courage or the strength to stay focused from someone writing about the industry or elsewhere, it doesn’t matter. What matters is that you make an effort to find the motivation that keeps you raising your personal bar and going after what you want.

December 15, 2012

Wishing you a “content-ed” Christmas

Since I’m convinced that an informed and fully on board client is the very best kind to have (a sense of humour and an occasional craving for really good Mexican food doesn’t hurt either!), here is a list created by the great minds at the Content Marketing Institute, of books on the value and development of branded content. I’ve read quite a few of them and they’re a painless way to get smarter about what better, more creative and more engaging content can do for your company.

Sign up to get their free Ultimate ebook of content marketing examples while you’re there—it’s inspiration for the new year.