Tips for the Yosemite Traveler

[Photos & video below]

As an East Coast kid, California seemed like a fairytale world where movies were made and surf bums lived out their days in Volkswagen vans in search of the epic wave. I admired it from a distance like a child admires his or her favorite superhero; unsure whether I’d ever get the chance to travel there. That dream came true recently when my now-fiancé and I (I’ll touch on that) visited Yosemite National Park.  Read more

Go North: an Adirondack Invitation

“We have a story to tell and a vacation to market, but no name or look…we would like you to create that.”

It’s kind of the ideal scenario when the story and journey are situated in one of the most picturesque regions of New York State and the client is someone you enjoy and admire. Working with the Wild Center in conjunction with the Adirondack Regional Tourism Council, Warren County Tourism, the Saratoga Convention and Tourism Bureau , and I Love NY, on this project was exciting.

The goal was to package a tour-based itinerary that would loop through Saratoga Springs, Lake George, Tupper Lake, and Lake Placid to be presented on an international stage. For us, this meant creating something that was not rooted in insider language or regional specificity. Consideration was given to translations and scalability to include other parts of the region at a future date.

We presented half a dozen name options, each with its own spin. The concept that was selected, Go North was followed by the simple line: The sights, shops & stories of Northern New York. Read more

The Luxury of Pickiness

Picky

Selective

Discerning

Choosy

Overparticular

Opinionated

Fickle

As we all participate in the sprint/marathon/obstacle course for people’s attention the truth is that consumers, with very few exceptions, have the luxury of pickiness. They get to go full on House-Hunters-judgey and define their own expectations and reasoning.

 

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They can tune you out, be drawn to new things by a fleeting sparkle, or even change their minds without explanation. Being sneaky, disingenuous, or half-hearted is no way to win someone over. So what the heck are you supposed to do when algorithms constantly change, ad rates soar, the market gets crowded, and something like a fidget spinner comes along and makes your product or service as appealing as week-old potato chips in a bag that wasn’t properly closed?

 

We would suggest that the first thing you do is laugh. We’re all misunderstood, burned, and wounded from time-to-time, and the stories are often amazing. Honestly, finding true love is hard and the pitfalls along the way are inevitable, brand love is every bit as tricky.

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If consumers are picky, let yourself be upbeat, undaunted, and unyielding in your offering of your service or product. Remember that what you offer is something of value, it serves a purpose, produces an emotion or an outcome that is desirable. When people try to define you in a way other than that, go back to center.

We sell candles—-> We deliver light.

We write copy—–> We bring stories to life.

We have cabins for rent—–> Your yet-to-be-made memories live here.

It isn’t necessary to be like everyone else or to feel it’s a failure if you don’t appeal to all people. Be you and for the right people that will be more than enough.

Learning the Ropes

“Hey Allison, would you be open to sharing your impression of Trampoline from the perspective of a new-to-the-team person?”

“Sure,” she said, “Could I do it in a comic?”

Everyone thinks about it for a minute. “Don’t see why not.”

“Great,” she said cracking a sketchbook.

“Thanks!”

Here it is:

Comic-Spread-01

Design delivered from the 518

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