Snow B Designs (SBD) has been marketing ARCIFORM, a prominent design-build remodeling and restoration firm in Portland, OR that specializes in vintage homes and buildings since 2017. We’ve done some beautiful, clever work for them, but in 2020 we were hit with a little challenge you may recall: the Pandemic. While it was generally good for the remodeling business, since people’s homes became their everything sanctuaries – and pet projects – it did present some marketing challenges. In addition to our digital campaigns and social ads, and since everyone was stuck inside, we wanted something to get them out of the house (in a safe way), and cheer them up. You could say we were driven.
ICONIC Road Stories: How to Market without Marketing
Feb 8, 2024 | by: Peter Herring
That’s how we authored the Road Trip Through Restorations campaign. Running for the whole of 2020 and into 2021, the Road Trip touted the work of ARCIFORM and sister company, Versatile Wood Products, by inviting people to take tours around Portland and Oregon to visit iconic buildings that had been restored by the two companies. The retro design incorporated shots of those buildings with Co-owner Richard De Wolf’s classic 1950 Mercedes 170S Cabriolet A parked in front. We created tour maps with a series of stops, plus historical descriptions of the buildings and the work done by the companies. We also produced a series of retro postcards, one for each site. That was the secret sauce! Participants could return to the ARCIFORM website and send digital copies of these postcards to their friends and family.
The Road Trip was an “everyone wins” campaign. It gave participants a great way to take fun, educational outings during the pandemic year. And it thrust a lot of the marketing work into their refreshed, willing hands as they distributed post cards of ARCIFORM’S and Versatile Wood Products’ work far and wide. People who received these post cards were delighted; they did not feel like they were being marketing to, but rather included in their friends’ adventures. They wanted adventures, too! Many of them visited the website, took the tours, and sent cards as well, creating a perpetual motion campaign.
Need to get your marketing show on the road? Call Marketing Mom at Snow B Designs. We work like a mother for you!"
MAKE SURE TO READ PART ONE OF THIS BLOG SERIES:
From Once Upon a Time to Happily Ever After: People Love Stories
From Once Upon a Time to Happily Ever After: People Love Stories.
Adventure Afoot at Christiane Millinger Rugs Jun 21, 2023 | by: Peter Herring Christiane Millinger Rugs (CMR) is one of the best, most internationally connected, and most knowledgeable purveyors of widely diverse styles of fine handmade rugs in Portland and the nation. Christiane’s passion for rugs and her extensive knowledge of the history, natural materials, and techniques of hand weaving, plus her personal connections with international weavers and renowned designers, drive the brand. But the CMR website did not convey this. As well, Christiane said that she was losing sales to other rug sellers in town who were more trendy, though they lacked CMR’s diversity and depth. Also, CMR is the exclusive dealer in the Portland area for several international designers, and this information was downplayed on the site. While the company has walk-in and online business, as well as a small dedicated group of interior designers and architects who bring their clients to CMR, many designers in town turn to other purveyors. We did initial qualitative research with Voice of the Customer (VoC), one-on-one interviews with a mix of customers and professional designer clients. VoC research tells us, in the customers’ own voices, what triggers their search for rugs, how they search, how aware they are of the product qualities, experiences they seek, and other valuable information that helps us develop strategies and the correct voice and messaging to use in marketing the company.
How SBD Creates a MOTHER of a Marketing Campaign for You
Secrets of How SBD Works Like a MOTHER for You Revealed !
We understand that when facing challenging economic periods, one must plan for the worst to keep their business stable and moving forward. However, while recessions present challenges, they also create opportunities. Companies that stay consistent and strong in their marketing and branding throughout challenging times, have proven to win bigger in the long run.
Throughout my career, I have had the opportunity to do photo styling. It all started back in my 20s, my first real job out of college (I'd had a cool internship at the design agency, Nemo before that) was as the Creative Design Manager for Papa Murhpy's Pizza. Not only did I get a fancy title for a graphic designer, I got to attend the commercial video and photography shoots. It was during this time that I realized photo styling was something you could do professionally. And since that, I've always felt it was something I enjoyed and wanted to do more of.
As we mumbled behind masks in person, 2020 became the year for digital communications, including websites, which assumed an even greater role as the primary public face for brands – from Mom & Pop sized shops to larger companies. Here are a few of the websites we built or rebuilt this year, along with the brand strategies behind them.
At SBD we know that the design elements you see are just the tip of the marketing iceberg. For instance, that font we choose for you? That’s not just another pretty typeface.
Women changed the demographics of the advertising industry, they changed the whole approach.