White Papers by Bullet

Keep it Simple. Make an Impact.

Whether you are communicating a brand message about your organization, or a marketing concept to promote a product or event, your message should be clearly defined, relevant to your audience, and creatively presented so people can immediately connect with it — and remember it. People respond best
to simple, easy to understand ideas. John Deere’s “Nothing Runs Like a Deere” is a powerful, timeless brand message that communicates quality and dependability. Taco Bell’s “Think Outside the Bun” cleverly and accurately positions the chain as a unique fast food alternative. Simple concepts seem so
obvious and so on-target. But “simple” does not mean “simplistic”.

The ability to take complex problems and reduce them to simple solutions takes effort and skill. It takes a vision of what you’re trying to communicate. It takes research and an understanding of your target audience. And it requires a flexible thinking process that allows for the exploration and development of multiple potential solutions. When the Rialto Square Theatre, a performing arts center,wanted to establish an identity and marketing materials for a new “VIP” program, they turned to Bullet to develop a concept. “VIP” members would receive certain “perks”, like the opportunity to purchase tickets before the general public.

My goal was to create a name for the program that was distinctive, relevant and memorable. After deciding I didn’t want to develop a name using the common “VIP” or “INSIDER” in it, I pushed myself to find a solution that was more creative, and more relevant to the Rialto. I considered that our prospective new “VIP”members should be the “Stars” of the theatre. And I understood that the program involved providing special treatment to its members. After wrestling with several possible solutions it hit me! I would call it the S.T.A.R. Program. The name is an acronym for “Special Treatment at the Rialto”. The client loved the name and the program has become a huge success for the Rialto.

So the next time you’re faced with a marketing challenge, embrace the opportunity and push yourself to find a simple solution that makes an impact!

Tips to “Keep it Simple”:
 Clearly define your problem - marketing objective
 Don’t jump at your first idea or solution
 Develop one simple concept to communicate
 Make your solution relevant and creative
 Make your idea easy to understand

Copyright 2007 Bullet Communications, Inc.

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