Go Mobile or Go Home. Mobilegeddon is upon us.

Posted on April 21, 2015 by


Mobilegeddon has officially arrived and otherwise strong webmasters are quaking in their flip-flops. So, is your website mobile-friendly? If you want the biggest search engine on the planet to help people find you among the millions of other sites, it had better be. If not now, soon.

In the often vague world of algorithm updates, there was nothing subtle about the quote issued from Google a couple of months ago. “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

Just to be clear. Google has never made this kind of announcement before changing its algorithm. Even though the search engine behemoth has been warning webmasters for years about the importance of  mobile-friendly websites, it has never been this adamant or this direct. When this 800-pound search engine gorilla makes it a point to say a site’s mobile friendliness will “have a significant impact on search results,” there should be no doubt about what is about to happen.

10 Things We Know About Google’s Algorithm Change
If you are scrambling to deal with this fundamental change in search engine optimization, you might want to get the straight skinny from one of the top Googlers. Back in early March, Google’s webmaster trends analyst, Gary Illyes, pointed out a list of 10 factors to be aware of.

Responsive does not have a ranking benefit.
Because Google has been pushing responsive design as a way to handle mobile traffic, some people wondered if the only solution was to also use responsive because it could give a rankings boost. However, Illyes says they recommended it because it worked well for Google. He reiterated that responsive design does not have a ranking benefit.

Your site must unblock CSS & java script.
If you are blocking elements such as CSS and java script, your site will not pass Google’s mobile friendly test, even if everything else on the site passes. So you do need to allow Googlebot to crawl both CSS & java script to pass.

Mobile friendliness is page by page.
When determining if a page is mobile-friendly, Google bases this on a page-by-page case. Passing some pages, or even most pages, as mobile-friendly will not mean your entire site passes the check. All pages must be mobile-friendly.

There will be no specific tablet-only ranking factor.
According to Illyes, Google does not plan at this time to have anything specific for tablet rankings.

April 21st is the date. There’s no gradual roll-up.
To quote Illyes: “I will say April 21st is a very important day.” That means now.

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There should be little delay between a site being mobile-friendly and this being reflected in search results.
Illyes said, “As soon as we discover it is mobile-friendly, on a URL by URL basis, it will be updated.”

This change will not affect desktop computers.
Illyes leaves himself some wiggle room when responding to searches on desktops. “To the best of my knowledge, it will not.”

Google will have a completely separate mobile index in the future.
He said Google already has plans for this and there is a team already working on it.

Google doesn’t need to see noscript if they can crawl it.
Many webmasters used noscript when java script was not executed for whatever reason. But Illyes says that Google still sees noscript, but cancels it out when they crawl the java script.

What about offsite resources that may block java script?
Because webmasters don’t always have control of offsite java script (ie. Google Analytics code) Google takes this into account. However, webmasters need to allow Googlebot to crawl java script and CSS on their website itself.

Change this significant is always disconcerting, especially if your livelihood depends on customers finding your goods and services on the Internet. Having a site which is mobile-friendly is more complicated than one might think. For example:

* Should you have a separate mobile site or responsive site, and what does this do to site resolutions?

* How does the process of linking vary in a mobile-only vs. responsive site?

* How do the sales conversions change with different types of mobile-friendly sites?

* What about future changes in the algorithm? If your site is mobile-friendly now, will it be six months from now?

Having a mobile-friendly website requires the assistance of experts in site design. Fortunately for you, we have some and we’re ready to assist. If we can help you get over Mobilegeddon, let us know.

Contact Prejean Creative

Posted in Digital Design, Miscellaneous, Mobile Marketing, Technology, Web design | Tagged , , | Leave a comment

Let’s Hear it for the Color of the Year. Or Not.

Posted on January 14, 2015 by

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The color gods have spoken, at least those at Pantone.

In a press release issued in December, Pantone, the global color authority, announced PANTONE®18-1438 Marsala, “a naturally robust and earthy wine red,” as the Color of the Year for 2015. The announcement was met with a hue (literally) and cry from those who make their living by using colors.

The grandiose gesture of choosing one, highly specific color to represent the entire spectrum for the 365 days of 2015 begs an obvious question: “What criteria were used for this monumental decision?” Of course the folks at Pantone anticipated this pesky query. This is their story, and they’re sticking to it.

“The Color of the Year selection requires careful consideration and, to arrive at the selection, Pantone combs the world looking for color influences. This can include the fashion and entertainment industries – including films that are in production, the world of art, popular travel destinations and other socio-economic conditions. Influences may also stem from technology, the availability of new textures and effects that impact color, and even upcoming sports events that capture worldwide attention.”

According to Leatrice Eiseman, the executive director of the Pantone Color Institute, “Much like the fortified wine that gives Marsala its name, this tasteful hue embodies the satisfying richness of a fulfilling meal, while its grounding red-brown roots emanate a sophisticated, natural earthiness. This hearty, yet stylish tone is universally appealing and translates easily to fashion, beauty, industrial design, home furnishings and interiors.”

What Are We Supposed to Do With Marsala?
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One would think something as important as the announcement of the “color of the year” would have graphic designers everywhere a-twitter with anticipation. Meh, not so much, at least around these parts.

The guys who design consumer packaging, websites, signage, collateral, television spots and print advertising at Prejean Creative were asked what they thought of Pantone 18-1438 and the response was reminiscent of a bad stand-up comic delivering lame jokes to the crowd at the Holiday Inn near the airport. Uncomfortable silence.

(Bam! Bam!) “Is this mike on? Is anybody out there?”
In the end, several conclusions were drawn about Marsala’s use for marketing purposes.

k_prejean_linkedinKevin Prejean had this to say about the color Marsala and its best use in graphic design.

“Marsala, she looks to be versatile. One day, she’s sophisticated enough to be comfortable in high-end, elegant design pieces. On other days, she’s casual and working in the garden. She’s comfortable mingling with similar earthy friends: blue-grays, OD greens, dark mustards, tans.

“Other than food branding or packaging, I’m not sure Marsala is a good fit for any long-term branding. She seems to be trendy and not appropriate for most companies’ permanent color palette. Of course, the title itself – Color of the Year – indicates temporary status.”

gster2Anyone who knows Gary LoBue Jr. knows he has an opinion about everything. Here are his musings about Marsala.

“This is a no-brainer. The best use of the color of Marsala in graphic design would be as follows: wine labels, wine bottles, wine steward clothing; vintner identities and logos, winery identities and logos, all associated collateral materials for wine, vintners or wineries; wine glass packaging and its associated materials; invitations for wine tasting events or parties; tablecloths, linens and napkins for residential or commercial use; annual reports, brochures and social media materials for vintners or wine manufacturers; collateral and promotional materials for automobiles such as Ferrari, Lamborghini, Maserati and Alfa Romeo, but not Fiat. Definitely not Fiat.”

How about consumer products and Marsala, Gary?

“Imagine the excitement that would be generated if these products leveraged the cachet of introducing Marsala-hued versions of their line: plastic clothespins; HP or Dell laptops (actually any cheap Windows-based product); any, and I mean any, kitchen appliance or kitchen accessory; ceramic planters, coffee mugs, men’s calf length socks and ink pens.”

beppBrent Pelloquin is always a good resource for insights into color, even Marsala.

“I think it would really go well with veal. No, seriously, I think this color is an obvious choice for anyone in the wine industry. It’s a nice, rich color that makes me wish I was smelling wine and/or tasting wine. Perhaps a winery could produce a brochure that features their wine labels along with color swatches that indicate the varying shades of wine they produce. The swatches would obviously need to be scratch-n-sniff in nature, so prospective sippers can experience the aroma first hand. I think Marsala could find its proper place in a brochure like that.

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“I also see this as a strong color for the women’s cosmetic industry. It’s a pretty fantastic color for promoting lipstick or nail polish. It definitely has a bold, yet sophisticated, feminine quality to it.

“It also has a nice, chocolatey element to it that could be utilized as an accent color in product packaging for high-end chocolates. Dark chocolate and Marsala look like they were made for each other.”

andreThe newest member of the graphic design team, Andre Dugal, had these observations about the Color of the Year. “It is such a specific color, and a working palette seems to be pretty limited with it. I guess Marsala is better suited for interior design and less for graphic design. It fits perfectly with the trendy, low-saturation rustic craze. And, with Pantone branching out more into physical products, it seems that’s the market they’re going for.

“Black is always the new black. We don’t need no stinkin’ Marsala when we got good ole’ fashioned black.”
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What do you think of the choice of Marsala for the color of the year? Leave us a message below or comment on Prejean Creative’s Facebook page.

Fashionable Marsala photography courtesy of Pantone.

Posted in Design, Marketing, Miscellaneous, Popular Culture, Printing | Tagged , , | 1 Comment

What Type of Year are You Planning to Have in 2015?

Posted on December 15, 2014 by

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The turkey leftovers are long gone. Christmas shopping is coming down to the wire and all those ancient holiday ornaments have been hauled down from the attic. This is a glorious time of year, especially for youngsters.

It’s also a critical time for planning if you own or manage a business. Because markets change, personnel come and go, company services and products evolve and new media come from out of nowhere (who saw SnapChat coming?), a fresh marketing plan should be developed every year. Here are some tips you might consider when wrapping up 2014 and planning your marketing for the new year.

Learning from History

planning2015_02Spanish philosopher, novelist and poet George Santayana made the famous observation that “those who cannot remember the past are condemned to repeat it.” This is one of those quotes a business manager or owner should place in a prominent position on his or her desk. The only way a company can grow from quarter to quarter, year to year is to learn from the past – both the successes and the failures. This is the reason for the first step in developing a company’s annual marketing plan: analyzing what worked and what didn’t in the previous year.

This analysis starts down that long, dark and no doubt scary hallway where the company’s accounting is done. Getting the real facts about the company’s sales and, more importantly, profits for the previous year is the most direct method of building a marketing plan for the year to come. There are several factors to consider:

• What were the company’s gross sales in 2014 and how does this number relate to previous years?

• What were the marketing expenses – advertising, public relations, social media, sales travel, and other expenses – involved in generating these sales?

• Were there any sales spikes in the year, and if so, what caused them?

• What were the advertising campaigns or media expenditures which resulted in the best return on investment?

• In general, what worked and what didn’t work in 2014 from a marketing perspective, and can a determination be made as to “why”?

Getting Input from Everyone

planning2015_03No matter how smart you are as the CEO, someone in your organization likely knows more about some aspect of your business than you do. There is also a good possibility that your outside consultants such as advertising agencies, public relations specialists and others will have valuable insights in areas where you might have less expertise.

It’s much smarter to use the specialized knowledge of these people in the preparation of an annual marketing plan. Ask them to join your planning sessions and advise your team on the best options.

According to Entrepreneur Magazine, “You can’t do a marketing plan without getting many people involved. No matter what your size, get feedback from all parts of your company: finance,  manufacturing, personnel, supply and so on – in addition to marketing itself.”

Once this input is gathered, and it could take a few weeks for this to occur, it’s important to synthesize it into a manageable document. In most cases, a marketing plan should require no more than five or six pages.

Arriving at a Final Plan

Once it is in draft form, the marketing plan should be circulated to the entire team charged with making it happen. This widely spread input and especially the quantifiable objectives (sales projections, advertising expenditures and other marketing expenses) set by the management team is critical to the success of the organization in 2015.

There will likely be several changes in the plan between the original draft and the final document. While this can drive a CEO nuts, it is critical to the success of the plan. Monthly and quarterly sales, and profitability schedules should also be included in the plan, and quarterly meetings should be held to compare plan-versus-results.

Once the leadership and personnel of the company have committed to this plan – both the marketing budgets and the sales projections – if there is a dramatic deviation between plan and result, something is wrong and must be fixed as soon as possible. A good marketing plan, created with company-wide input and outside consultants such as advertising agencies and technology providers, should serve as a blueprint for the year’s marketing activities.

The Benefits of Having a Marketing Plan

Let’s face it. Everybody’s busy. Perhaps the last thing you want to think about, especially this time of year, is a marketing plan for 2015. However, if you want to be successful in the coming year, you need to step away from the eggnog (at least for a while), hunker down and get a plan.

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According to the Small Business Encyclopedia, there are several good reasons for doing this.

It’s a rallying point: Your marketing plan gives your troops something to rally behind. If you want your employees to feel committed to your company, it’s important to share with them your vision of where the company is headed in the years to come.

It’s a chart to success: We all know plans are imperfect. How can you possibly know what’s going to happen 12 months or five years from now? However, if you don’t plan, you’re doomed, and an inaccurate plan is far better than no plan at all.

It’s a company operational instruction guide: Your marketing plan is a step-by-step guide for your company’s success. In order to put together a genuine marketing plan, you have to assess your company from top to bottom and make sure all the pieces are working together in the best way.

It’s captured thinking: You don’t allow your financial people to keep their numbers in their heads. It should be no different with marketing. Your written document lays out your game plan. If people leave, if new people arrive, if memories falter, if events bring pressure to alter the givens, the information in the written marketing plan stays intact to remind you of what you’ve agreed on.

Doing the hard work of planning your marketing for the coming year will pay big dividends. It’s not easy, but nothing of value is. Contact us if you’d like to talk about your 2015 marketing plan.

Posted in Advertising, Marketing | Tagged , , , , , , , | Leave a comment

All Grown Up

Posted on November 12, 2014 by

All Grown Up is a sideways glance at product trends aimed at young(ish) adults.

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While watching a history program the other evening with my two young children, a commercial break came on with a spot for a brand of adult vitamins.

Adult chewable vitamins.

Adult chewable Gummy vitamins.

Kids, being who they are, immediately asked why I don’t take chewable Gummy vitamins. Well, Bud and Sissy, I said in my best Father Knows Best tone, “I’m an adult. Your mother and I take plain, ol’ regular vitamins. Those vitamins are candy-based gummies, you know, for kids.” The retort: But those people are adults, why are they taking gummy vitamins?

I. Don’t. Know.

This exchange led me to ponder, “Why is there a segment of adults who want to relive their youth through child-like products.” And, “What else is out there that could devolve into one of these somewhat disturbing adult/child hybrid products?”

Quite a few, actually. I can imagine the elevator pitches for their spots now:

Adult Sippy Cups
Why use a ceramic mug or that thermally insulated stainless steel cup for your morning coffee? With Sippy Brand Super Drinky Cups you’ll never have to worry about getting pesky kale juice stains on your Tommy Bahama shirt or spilling 10 oz. of a fine Sumatra blend onto your iPad. Sippy Brand Super Drinky Cups can be used hot or cold. The no tip-over design is perfect for use with alcohol-based drinks. Comes with three decorative sticker packs.

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Adult Woobies
Are the kids or husband placing too many demands on you? Is the boss pressuring you at work with inconceivable deadlines or joyless tasks? Relax. Just sit back and hug your Wooby Brand Really-Big-Boy Woobie. Made of the finest Alpaca wool in a variety of sophisticated colors, your Really-Big-Boy Woobie will take the edge off your existential crisis in no time at all. For home or office. Perfect for use at client meetings. Thumb-sucking or crying while using your Really-Big-Boy or Really-Big-Girl Woobie is purely optional.

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My First Home Playset
You played house as a kid; now play house as an adult! With your My First Home Playset starter pack, you get one, 100’ x 125’ zero-lot-line property; a 3 bed, 2 bath, 1,750 sq. ft. move-in ready home unit; a low-maintenance landscaping kit (just add water!); colorful ceramic tiles for your bathrooms and kitchen, and our exclusive granite countertop pack. Playsets come in various styles, materials and colors. Move walls! Add a roof! Mix and match! See catalog for furniture sets. Includes My First Home Mortgage. Pets and children not included.

Please visit our website to learn more about our entire line of My First Brand Adult Playsets, including My First Managerial Job, My First Affair, My First Divorce and My First Bankruptcy.

Exhibited below: a rare 1957 edition My First Home Playset – mint, in mint box.bombb house f2

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Adult Diapers
I know, I know, adult diapers already exist, but those are for the incontinent, the sick or the elderly. I’m talking adult diapers for those who long for the freedom to just “let it all go” without care or worry. What could be more American than that?

I think the pitch for that product would go something like this:

Are your snack breaks more important than your bathroom breaks? Do you have a long commute to work? Will you be stuck with a window seat on your next transcontinental flight? Maybe you’re just looking for new ways to time-shave or multitask. With new Doodiful Brand Adult Diapers you’ll have the confidence to know that if you have to go, you can go ahead and go. Any time. Any place. No one need ever know. (I’m wearing one now.)

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I’m just throwing those ideas out there, people.

Feel free to run with them, but make sure you’re wearing your Garanimals for Adults Premium Jogging Ensemble while you’re running. Operators are standing by.

 

Posted in Advertising, Branding, Design, Fun Stuff, Marketing, Miscellaneous, Popular Culture | Tagged , , | Leave a comment

Prejean Creative Goes on a Binge

Posted on October 14, 2014 by

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One of the biggest changes in the way we watch television involves watching an entire season after it has originally aired. This phenomenon, known as “binge-watching,” has a firm hold on us here at Prejean Creative.

Marketers are closely watching this change in viewing habits, due to the lack of commercials during the program. This has huge ramifications for the way TV programming is typically paid for by the networks and how marketers reach these audiences.

If someone can stream an entire season of a hit show without the interruptions, how likely are they to watch the show the first time it airs with ads? Of course, HBO/Cinemax/Showtime don’t rely on commercials for their business plan, but the competition from NetFlix for original programming will also threaten their niche. It remains to be seen how the long-term implications shake out, but in the meantime, we’re having a bit of fun with this indulgent behavior.

What Makes a Bingeable Show?

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Well-known TV critic, Verne Gay of Newsday recently noted, “Most TV is suitable for grazing only, if that.” So, what could possibly motivate someone to go beyond grazing and adopt a six-course meal approach of binge-watching?

He came up with six qualifications that make for the most bingeable of shows.

1. Shows should ideally have an ongoing narrative. When one episode ends, you should be left with a burning desire to know what happens in the next episode.

2. You should care about the characters.

3. You should always have an abiding assumption that this long journey you’ll be embarking on will actually have an end, and that each episode will be a step toward finality.

4. It has to be fun. You are going on a long trip (and) this trip had better be fun.

5. It’s informative with some redeeming quality such as good actors, or production values, or writing.

6. No commercials. Binging isn’t about stopping and starting, or getting hit over the head with ad after ad after ad. That’s one reason why binging is suddenly hot – an escape from an endless stream of hard sell.

Why Are Our Eyes So Bloodshot? TV Binges.
Using the latest scientific consumer polling techniques (OK, we sent an email around), the Prejean Creative team was queried on which shows they binge-watch and why. The results reveal more than their company bios.

Lisa Prejean

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Lisa shared some thoughts on her top three binges.

The Walking Dead
During the last few weeks, I caught up on this show from the beginning so I could be up-to-speed for the start of season 5. I had resisted watching this show up until now, because I thought, “Zombies? Really?” However, I’ve been pleasantly surprised that it’s much more than that. Although some episodes have a few weak plot moments, and the blood and guts are overdone in my opinion, it’s definitely worth following.
House of Cards
Just perfection. Watch it.
Downton Abbey
A counterbalance to all that gore and wickedness from the other two, and I love a good period drama. The Crawley family and their house staff provide lots of drama and scandal, but are so much more “civilized” about it. History and fabulous costumes, too.

Kim Bonin Chandler

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As the numbers lady around the shop, Kim’s expertise is in making the columns add up. It is therefore interesting that her favorite shows to binge-watch are much more right-brained. Her favorite shows to binge on?

Once Upon a Time and Downton Abbey

Kim notes, “I enjoy the romance of Once Upon a Time and I love the era of Downton Abbey.

Kevin Prejean

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Intrigue, fantasy and comedy are some of the traits that describe Kevin. It is therefore logical that his three favorite shows to binge on are:

Breaking Bad / Game of Thrones / Flight of the Conchords

When asked about his preference for watching one episode after another, Kevin said he preferred binge-watching because the quality of certain television production and writing is outstanding. “I can explore at my leisure, on my own schedule.”

“I can also keep up with complex story lines more easily and there is less time between episodes. (I can knock out 2-4 episodes in an evening.) The less time between episodes, means less time dwelling on each episode’s ending cliff hanger.”

Brent Pelloquin

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Brent’s laid-back personality belies an action figure penchant. His favorite shows to binge-watch include:

Game of Thrones / The Walking Dead / House of Cards

“I binge-watch them for all the same reasons Kevin outlined. Another reason is my schedule. It is so crazy with the kids that I can’t watch anything live or usually miss too many episodes to keep up. Sitting down and watching 2 or 3 episodes to catch up is all I can do. Without Netflix or on-demand type applications I wouldn’t be able to invest in a show.”

Art Young

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After a rough week at the office, I enjoy murder and mayhem…and LOTS of it. It is for these simple criteria that my better half and I have recently binged on these blood-soaked, video delicacies.

True Detective
A friend who’s a cop told me he “knew” these two guys from his professional life and their characters are dead-solid perfect.
Homeland
International intrigue, substance abuse and governmental conspiracies. What’s not to like?
The Blacklist
Two words: James Spader. Well actually, that’s his name, not two words. But you get my drift.

Gary LoBue, Jr.

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I’m binge-watching these programs because I’m all about time management. Or maybe it’s just the lack of time in general. With two young children at home, my time is devoted to them first and foremost.

Time is like currency. It’s very precious and there’s never enough of it.

I once heard that if a shark stops swimming they die. Well, if I don’t read, I die. Depending upon the subject matter of the book and my general interest level, the binge-watching could be thrown to the floor and I stick with the printed matter. Once the nightly reads are done then it’s, boom, fire up some Netflix®, On Demand or HBO GO®.

Here are three of my favorites:

Sherlock
Because it’s Benedict “Effing” Cumberbatch playing Sherlock “Effing” Holmes; not to mention the brilliant Martin Freeman as Dr. Watson. Intriguing, smart, pithy, maintains a high production value and it’s just so damn British.
Person of Interest
Gee, let me see, it’s only executive-produced by a couple of guys who go by the names of J.J. Abrams and Jonathan Nolan (brother of Chris). Jonathan penned a few minor movies. I think the titles were The Dark Knight Rises, The Dark Knight, The Prestige, Memento and the forthcoming Matthew McConaughey flick, Interstellar. And it stars big Jim Caviezel in the lead role. It’s the only “big three network” TV series I’ll watch.
Firefly
Possibly the best network science fiction series ever produced that you’ve never heard of. Exec-produced and directed by Joss Whedon, Firefly has this amazing humanistic approach and vibe. It’s not about the science fiction as much as it’s about human nature and human interaction. The storyline just happens to take place in the future. Based in part on the American Civil War, Firefly is part of the space-western niche genre.

Andre Dugal

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As the newest member of the Prejean Creative team, Andre’s binge-watching choices show his personality is eclectic enough to fit right in. Here are three of his favorites.

Shameless
Turning the“family drama” formula on its head, Shameless does a great job of blending comedy with genuine struggle. Between plotting to steal disability checks from a dead aunt, selling drugs to local kids out of an ice cream truck, or getting a black market kidney transplant in a warehouse, the show manages to create characters that are dynamic and relatable with issues that you believe and care about. Shameless will bring you from extreme humor to extreme emotional turmoil all within the same scene.
Community
This is a half-hour comedy from creator Dan Harmon set in Greendale Community College about a small group of students who meet up to study Spanish, but end up doing everything under the sun but that. Putting a twist on The Breakfast Club formula, each member of the group has some defining dysfunctional tendency that ultimately brings them together as a group. Community is a very smart comedy that delivers jokes at a lightning pace, piling them one on top of another and running some jokes over a span of multiple episodes.
Game of Thrones
Does anyone really need a description for Game of Thrones at this point? Dynamic fantasy setting, a ton of characters, and unpredictable deaths of all the ones you like.

Now you know why there is a lot of yawning at Prejean Creative! With all of these choices, if you’re not a binge-watcher now, you might decide to become one. So, where’s the popcorn?

 

Posted in Fun Stuff, Miscellaneous, Popular Culture | Tagged , , , , , , , , , , , , , , , , , , , , , , , , | 3 Comments