PROMOTIONAL DESIGN… In our Experience.
At Tony Ainsworth Design we believe good Promotional Design is about raising customer awareness of a product, service or brand, generating sales, and creating brand loyalty. It is one of the building blocks of an efficient marketing mix incorporating; Price, Product, Promotion and Place. Throughout a project we endeavor to work with our clients to understand and help produce an effective promotional plan employing the five general principles of; Personal Selling, Advertising, Sales Promotion, Direct Marketing, and Publicity. A promotional plan has a wide range of objectives, including: Increased Sales, New Product Acceptance, Creation of Brand Equity, Market Positioning, Competitive Retaliation, or creation of a Corporate Image. Fundamentally, there are three basic objectives of promotion we try to attain. These are:
- To present information to consumers as well as others.
- To increase demand.
- To differentiate a product.
Depending on budget, a Promotional Design Campaign can be facilitated by numerous and different media; Print Media, which includes Newspaper and magazines; Electronic Media, which includes radio and television; Digital Media, which includes internet, social networking and social media sites and lastly Outdoor Media, which includes banner ads, OOH (out of home). The goal of a promotion, essentially, is to reach the most people possible in a time efficient and a cost effective manner.
THE BRIEF AND THE SOLUTION: ROALD DAHL.
Roald Dahl and Quentin Blake have become synonymous. So when asked to design a promotional campaign to support the release of the new jacket style we drew our inspiration from the scratchy, colourful illustrations and flamboyant word. The promotional plan includes time release press advertising, email banner ads and OOH sited posters to build launch momentum. In-store, P.O.S includes a dump-bin, character standees and in-store posters, giveaways of bookmarks and stickers were added to increase the purchase pleasure experience.
THE BRIEF AND THE SOLUTIONS: COURTS INTERNATIONAL GROUP.
Working with Courts as their design consultant enabled Tony Ainsworth Design to utilise our knowledge, expertise and familiarisation with their ethos in all aspects of design, advertising and marketing from brand strategy and campaign planning.
We were involved in seasonal product promotions across the board including print, advertising and point of sale, window dressing and island promotion display.
HOUSE OF BRANDS
We worked closely with the Marketing Director to develop all the brands including logo design, subsidiary style elements and brand user experience. We have written guidelines and produced a manual to ensure consistent usage throughout the group and all retail outlets.
THE BRIEF AND THE SOLUTION: ZIGBY BY BRIAN PATERSON.
We are delighted to work with the Harper Collins marketing team, developing promotions, to help launch new authors and characters. ‘Zigby the zebra’, a series of picture books aimed at toddlers, uses lavash, colourful and eye catching illustrations by Brian Paterson. We felt this weas the best route to exploit to attract audience and maximise awareness.