Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design


Effective creative strategies for business owners or marketers Whether it's on the web, in a book, or live in-person, the most effective solutions are those that unexpectedly grab our attention. David Langton and Anita Campbell identify eye-catching and thought-provoking marketing and PR tips, ideas, and stunts. In this compendium of winning ideas will inspire small business leaders, creative professionals, and students. Award-winning visual communication designer David Langton has worked for a range of ...

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Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

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Effective creative strategies for business owners or marketers Whether it's on the web, in a book, or live in-person, the most effective solutions are those that unexpectedly grab our attention. David Langton and Anita Campbell identify eye-catching and thought-provoking marketing and PR tips, ideas, and stunts. In this compendium of winning ideas will inspire small business leaders, creative professionals, and students. Award-winning visual communication designer David Langton has worked for a range of businesses from Fortune 500 leaders to mom and pops. Anita Campbell, an internationally known small business expert, reaches over 1 million small business owners and stakeholders annually. Through case studies, photos, and illustrations, Visual Marketing displays creative marketing campaigns that brought attention to small businesses in unique, compelling, and unexpected ways.
• Online visual marketing solutions may include apps, interactive games tools and modules; infographics; HTML emails / e-newsletters; widgets; YouTube videos; flash animation; social networking campaigns; websites, weblets, mini-sites; blogs; podcasts / MP3s; projected signage; PowerPoint / keynote presentations
• In print solutions may include brochures, flyers; annual reports; books; direct mail, post cards; newsletters; invitations; letters; press releases; infographics
• On-site, giveaways, exhibit, and tradeshow solutions may include live events and performances; signs; billboards; exhibits; banners; tent cards; posters; plasmas screens; kiosks; giveaways: tchotchkes, t-shirts, tote bags, etc.; floor graphics/vinyl graphic wraps With Visual Marketing, you'll discover 99 powerful strategies for capturing the attention of your potential customers.

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Product Details

  • ISBN-13: 9781118035672
  • Publisher: Wiley
  • Publication date: 9/27/2011
  • Edition description: Original
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,542,855
  • Product dimensions: 9.90 (w) x 6.90 (h) x 0.80 (d)

Meet the Author

DAVID LANGTON is a visual communication designer, blogger, andauthor on visual design. He has more than 20 years experienceproviding conceptual direction for Fortune 500 companies and smallbusinesses. He is cofounder of-Langton Cherubino Group, acommunications design firm, based in NYC, dedicated to improvingthe way that businesses and their audiences interact.

ANITA CAMPBELL is CEO and founder of Small Business Trends,, an award-winning website reaching over 300,000small-business owners each month. She hosts a weekly Internet radiopodcast show featuring interviews with small-business owners andentrepreneurs and owns BizSugar, another small-business socialmedia site.

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Table of Contents



Chapter 1: Much More than Just a Website: How Online Games,Cartoons, Apps, Infographics and More Can Boost YourBusiness.

1. The Color Of Money – A Small Bank Makes A LargeImpression With A Colorful Campaign.

2. A Website Showcases a Sense of Touch — StrongNavigation and Ease-of-use for an Online Showroom.

3. Augmenting the Reality of Mobile Advertising – SharingBrand Information Visually over Mobile Devices Through Apps.

4. Celebrating creativity with a killer smile – Creating aviral marketing effect with an online game.

5. Putting The “self'; In Self Portrait – FindingThe Right Photo To Express A Personal Brand.

6. Luxury Property shown in many different lights –Focusing on stunning imagery to sell luxury.

7. How many ways can you destroy your printer? – Goingviral with a YouTube video contest that Plays Upon CustomerFrustrations.

8. Making a Legal Case for Insider Jokes – Using Cartoonsto Market to Your Target Audience.

9. Changing the script on scriptwriting — Organizing a virtualcommunity around an event to maximize participation.

10. When is a Cup of Tea More Than Just Another Cup? –Stunning Photography on a Website Differentiates a Product.

11. Just the facts ma’m — Creating an interactive onlinequiz attracts a target audience with a deeper level of engagementthan standard content.

12. Getting a Leg Up on the Competition – Gaining mediavisibility for an arcane industry online, through puns and fun onyour website.

13. Building an Appealing Design – Presenting Your Processin Your Website Showcases a Competitive Advantage for anArchitectural Firm.

14. A Visual Marketing Firm Uses Optical Illusions To See ThingsDifferently – Showing Prospects What You Are Capable Of InMultimedia.

15. Breaking Through the Grey Noise – Using a Flash-basedpresentation to generate leads, that also serves as a leave-behindpiece.

16. Delivering a Unique Marketing Campaign – Combiningstaged marketing events with video and social media.

17. Finding Your Identity — Standing out from the crowd with awebsite that lets your personality show through.

18. A Renaissance for Today — Creating a forward-looking logothat reflects the past.

19. Good service is earned – Making a brand statement andcreating viral content through infographics.

20. Design to Put Your Best Foot Forward – Using sharpdetailed close-up photography to demonstrate business capabilitieson the Web.

21. A Reflection of Style – Incorporating Your BusinessStyle Into Your Logo.

22. The Right Way to Start a Charity Today—Using Facebookand blogs to build a community around a good cause.

23. Education Can Be Creative – Formatting the Standard“10 Tips” Article to convey professionalism andauthority.

24. Dressing Down for Success – Appealing to Consumerswith a Personal Video Demystifies a Confusing Subject, BuildsTrust.

25. A Legal Holiday – Using electronic greeting cards toPosition a Firm in a Serious Industry as Friendly.

26. A Picture Speaks a Thousand Words – Creating a VisualInterpretation of What You Do in an Industry Known for Facts andFigures.

27. Taking the Chill Out of A Ski Website – Creating anInteractive Feature to Differentiate Your Site.

28. Traversing from Print to Mobile – Creating a mobileapp version of print, for those with a foot in the mobileworld.

29. Promoting logos with a guess-that-logo contest – Tyingin a contest with email marketing to increase clientengagement.

30. Marketing to Parents - Tailoring a website's look toreinforce your target niche.

31. Leading by Example – Using Stock Images in aDownloadable Tips Sheet to Demonstrate That Marketing Can Be Easyand Inexpensive.

32. Blogger Outreach in the Cloud – Using aVisually-Inspired Word Cloud to Start a Conversation with aBlogger.

33. An illustrator draws up timely reminders for prospects– Using remarkable email marketing to keep your pipelinefull.

34. Bringing the Topic of Skin Care to a Head – Supportinga Skincare Message to Teens with a Clean Peppy Web Design.

35. It's Not all Business All the Time – Adding aPersonalized Blog Header Brings Human Interest to a BusinessWebsite.

Chapter 2: Images are Everywhere in the Physical World:Signs, Banners, Giveaways, Packaging and Experiential Marketingthat Inspires and Persuades.

1. A Packaging Design That Really Helps The Consumer –Avoiding Lingo And Using Customer's Own Words To Stand Out.

2. A Local Brewery Makes The Case For Better Beer Branding– Using Images  From Your Business And Local Area ToBrand Your Product.

3. A New Spin On Making A Hit Record &#8212 Bringing DirectMail Campaigns To The Next Level, With A Mailer That InvitesRecipients to Get “Hands-On”.

4. Making the most of your 15 minutes of fame – UsingPosters and On-site Displays Together With QR Codes and SocialMedia to Reach 24-45 year Olds.

5. Handing Your Brand Over To Your Customers – GettingCustomers Deeply Engaged With Your Brand To Create FanaticalLoyalty.

6. Free Stuff For Dogs And The People Who Dig Them – UsingBeautifully Designed Packaging For Free Product Samples“Sells” A Premium Product.

7. High tech digital communications from a 70s Chevy van –Marketing by creating an “experience” that includes adigital billboard, social media and an onsite presence.

8. Designing wine on the inside … and outside –Stimulating the Senses with High-End Packaging for a High-EndProduct.

9. A Campaign That Really Knocks Your Socks Off –Appealing To Customers' Comfort Evokes Emotion And Differentiates ACommodity Business.

10. New Beverage Design Creates Buzz –Simplicity InPackaging Emphasizes Purity In Ingredients For The Health ConsciousMarket.

11. Sustaining Good Design – Creating an IntentionallyRetro Look Emphasizes Underlying Values.

12. Hand drawn promo excites young Brits who love to draw– Giving away a high-quality gift increases sales by luringpeople into the store.

13.   Sweet! – Creating an Interactive Puzzle toIncrease Booth Traffic at a Conference.

14.  Jump Starting a New Package Design – CreatingQuality Packaging Can Lead to Getting Carried By MoreRetailers.

15. Rewarding Good Taste – Growing Your Customer BaseThrough a Clever 21st Century Loyalty Program.

16.   A New Product Popping Up  –Differentiating a Product in a Crowded Field Through Uniqueuncluttered Packaging.

17. Too Big To Ignore And Too Personal To Discard – Using“Lumpy Mail” To Get Your Foot In The Door Of The CSuite.

18.   Showcasing Talented Women – Creating a CalendarWith Distinctive Photography for Year-Long Marketing.

19. Get Your Clients Talking About You – Custom DesigningAny Promotional Giveaways Makes a Big Splash Making Friends.

20. Breaking the Cutesy Barrier – Creating an Urban ChicNiche in an Existing Market, with Displays and Packaging.

21. Waking Up Your Brand With A Little Pillow Talk—Creating A Follow-Up Campaign That Makes Prospects LaughAnd…Buy.

22. Food Trucks, Today's Eatery Trend – Creating CravingsBy Using Typography on a Truck Wrap.

23. Get me a Doctor, STAT – Interjecting Fun Into HowPeople Perceive Your Business with a Witty or Humorous Tshirt.

24. Thinking outside the box — Using College Lingo On AnUnconventional item, to Attract Cult Status and Build Business on aCollege Campus.

25. An a capella visual promotion for musicians –Attracting Your Target Market with a Banner Containing Images andNo Words.

26. Getting A Bright Start In Branding – Using3-Dimensional Displays Integrated With A Sales Presentation.

27. Canyon Burger (MAY BE REPLACED).

28. (Global Girlfriends) Making Friends Globally –Promoting a Book to Promote a  Socially Responsible Business,With Free Samples.

29. Much Ado About Nothing— A Campaign With Clever Props and Giveaways Transforms A Hard-to-appreciate Concept Into Something Real and Tangible.

Chapter 3: The Power of Print: Modern Ways to UsePosters, Brochures, and More to Compel Your Audience.

1. Who is Keith Beith? – Capitalizing on a Unique Name andInterjecting Friendliness to Differentiate a Business.

2. Face-To-Face Illustrations – Establishing A FrameworkFor A Firm' Identity That Allows Employees To ExpressThemselves.

3. Business Cards Get Social – Creating Business CardsThat Mimic Social Media Icons Opens New Market.

4. Changing Perceptions One School at a Time – Using aMarketing Pamphlet to Update an Organization's Image.

5. Meeting Artists In Their Natural Habitat – Creating ASeries Of Posters Conveys The Range And Variety Of A LargeEvent.

6. The Omaha Cow and Snowboarding — Using An Iconic SymbolUpdated With Current Culture To Create An Au CourantLogo.

7. Translating a Global Brand into Local Currency – MakingAn Existing Brand Design Resonate in a Different Country.

8. Getting To The Point in Acupuncture – CombiningProfessional Design With Do-It-Yourself Execution Keeps Expenses inLine.

9. An Image Consultant Makes A Great First Impression –Differentiating a Personal Brand By Conveying Your Personality.

10. A Recipe For Success In Publishing – Using BeautifulEvocative Images Reinforces The Essence of A Publication .

11. The Art of Making House Calls – Using Simple LogoImagery Marries Traditional Values With a Modern Business.

12. A Unorthodox Community Campaign Promotes Kindness –Using A Powerful Name To Drive Action.

13. A Communications Firm Stands Out —Using UnconventionalVisuals Instead of Cookie-Cutter B2B Design GetsAttention.

14. Is Your Name Defining You ... Negatively? – Renaming aBusiness Leads to More Sales.

15. A Condo Development Has Historical Charm –Incorporating Heritage into Marketing Visuals to Emphasize AnOffering's Key Selling Points.

16. HR with a Personal Touch – Using a Descriptive Nameand a Caricature for a Consulting Business Sets You Apart.

17. All That Jazz, Funk, Blues, Pop, Hip Hop… — MakingModifications in Your Imagery Can Appeal To A Younger Audience.

18. Communicate issues boldly — Using bold graphics to drivehome the importance of messages.

19. Eat or Be Eaten — Appealing to Local Tastes and CulturalUnderstanding in a Local Marketing Campaign.

20. Clothing for the cosmopolitan outdoorsytype—Expressing the importance of form AND function for abrand in print.

21. Capturing the Legacy – Creating a Commemorative Bookwith High Quality Graphics Conveys an Organization's Values.

22. Spicing Up the Ornament Market – Using Bright andUnique Online Ads to Build a Brand.

23. All for One and One for All – Repurposing a MarketingCollateral on a VERY Low Budget.

24. Evoking Mood Through Design – Making Your BusinessEntertainment Last Longer Than the Event Itself, With CustomInvitations.

25. High End Rewards — Offering Upscale Coupons Grows Loyalty,Prevents Cancellations, and Sells Add-ons.

26. It's a Family Affair – Making Your Business Story Cometo Life With a Beautifully Designed Print Piece.

27. An Industrial Business Bucks the Trend — Expressing QualityThrough Color and Design Becomes a Competitive Advantage.

28. Sharpen Your Sights — Using Clever Advertising That Makesthe Viewer Stop and Think About Their Needs.

29. A Program for All Seasons — Creating an overarchingmarketing theme for the entire year.

30. The Express Lane for Sales—A Visual Pitchbook Capturesthe Sales Process and Trains An Evergrowing Sales Team.

31. 3D Business Cards – Expressing Your Creativity on YourBusiness Card.

32. What’s a Symchych? — Accentuating ahard-to-pronounce name can be a winner.

33. Technology can be Sexy – Poking Fun at Your Industry'sStereotypes Makes it Easier for Customers to Relate.

34. Making Saving Look Good – Delivering Vouchers andCoupons that People Want to Save.

35. Good Design Flows from Product to Marketing – CreatingPostcards That are “Saveable” to Keep the SalesPipeline Full.


Takeaway Tips.


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Sort by: Showing all of 3 Customer Reviews
  • Posted November 27, 2011

    The marketing bible for businesses

    One thing any business owner should have in their Marketing aresenal is a great new book that inspires ideas for marketing. Visual Marketing, by David Langton and Anita Campbell, is the ideal book for business owners, large and small. It features 99 proven ways for small businesses to market with designs and images that are sure to get your marketing juices flowing. Whether Web or print, the book features campaigns that garnered attention for the unique, compelling or unexpected brillance.

    Visual Marketing features case studies, examples and photos to demonstrate how games, cartoons, infographics, mobile apps and other experiemental marketing can persuade buyers to follow your business or product. The key in business is to capture and maintain your customers, and this is the bible for doing so creatively.

    Having shown this to both a business owner and a graphic designer, I was surprised how both saw benefits in the book, but from different points-of-view. In fact, I had to beg for the book back from the business owner, so I knew it had to be a keeper!

    The only thing I would improve upon is to feature the photos in color, but other than that, it is a definite asset to any business owner.

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  • Anonymous

    Posted November 19, 2011

    Recommend it if planning on revamping your brand

    Good desk reference book for branding. Just enough snippets to
    help you think outside the book when trying to come up with a logo
    and branding ideas.

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  • Posted September 29, 2011

    Fun book to look through!

    Want ideas? This book will give them to you. I think it's a fun book because it has lots and lots of pictures. I defy anyone to not get at least one idea for their marketing from Visual Marketing. I was pleasantly surprised that this book did not have more words. Fun book to take on a plane with you.

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