March 2008

Handling negative feedback about your business
One of the questions at our Internetworking presentation (see below) was how to handle negative feedback delivered via social media websites. These may be comments left by unhappy customers on blogs, Facebook pages, or other social media sites.

• Negative feedback is part of doing business. Especially if you're a small business owner, don't take it as a critique of you personally.
• Don't give in to censorship. As tempting as it is to delete negative posts, you will only get flamed more. And word will spread!
• Evaluate complaints rationally. Is the comment accurate? Does it have a kernal of truth? Face up to it and find a way to address it.
• Build brand loyalty by solving the problem. Rather than lashing out in fear against negative comments, demonstrate your commitment to customer satisfaction by resolving the problem.

The result? You might change a persistent critic into one of your biggest fans. People who complain are emotionally invested; address that investment in a positive way and you'll reap the rewards!
Learn more about handling negative feedback

And you thought your marketing was challenging…
Think you've got problems marketing your product? Imagine being in the business of selling condoms.

Do you take the scientific approach, emphasizing disease prevention? Or the Sex in the City approach, using voyeurism to sell?

Neither, if you're Durex. In a humorous video, they communicate the benefits of their product without using a single word.
Read more about the Durex commercial

Mills presentation big draw
Cairril Mills, principal of Cairril.com Design & Marketing, presented "Integrated Ad Campaigns that Work for Web" at Internetworking this month. It was the best-attended event since Internetworking's inception. Thanks to our many friends, colleagues, and clients who turned out for a great session! And special thanks to the great folks at Hanapin Marketing for inviting us!

Mills' presentation walked attendees through the process of building, implementing, and following through on an ad campaign. Special attention was paid to integrated Web and offline advertising.
Want to know more about comprehensive marketing campaigns? Contact us!

This month's winner: Megan House!
Bridget wins a digital print featuring this one-of-a-kind design. Have a favorite quote or saying? Send it in! If your quote is chosen, you'll receive a digital print of your custom design, suitable for framing! Check out your competition here.

See the creative process for the design above

Sequel Designs
Our April 2006 issue of Sparks spotlighted Sequel Designs, headed by the irrepressible Mary McCarty. Sequel's work with contacts previously associated with Rolling Stone Magazine eventually led to interest from Hard Rock Café and Hallmark.

Mary and business partner Melissa Schulz (another fabulous creative talent we've known for years) hired us to develop new greeting card concepts using song lyrics as the main elements. Whereas our 2006 foray was to create a cohesive look, this time around we decided on a broader approach. Our brief was to create bold graphic statements and to go to town on special processes!

We developed a group of seven cards that are part of a larger line created by a variety of artists. With luck and the persistence of Sequel and other business partners, the final cards will be appearing in Hard Rock Café gift shops and Hallmark stores around the country!

Keep your fingers crossed that the investors will pick up the concepts and develop the whole line! We'll definitely let you know via Sparks if the cards are published!

View some of the concept cards designed by Cairril.com