I’m so very excited for this issue of The Planetary Report. We have a fantastic assortment of gorgeous photography, and some really interesting stories on the history of The Planetary Society. It’s a bit late (this is the September issue!), but I’m happy that this one is coming off the presses today. Check it out!
I received two notes in the mail this week, both with checks for payment on recent projects:
It is gratifying to see clients happy with the end product, and Hearken Creative’s designs working as marketing tools, communication tools, and catalysts for increasing sales.
How can I help you over the rest of Q4 of 2015? New identity? New marketing strategy? Implement new tools for marketing and communications?
A confession: my wife and I loved watching Xena: Warrior Princess when it was on TV back in the ’90s. So when a friend introduced me to the co-creator of that series, I kinda geeked out. And then he asked me to build him a website!
So…my newest website is for John Schulian, who is promoting his first novel after writing magazine columns and editing books and crafting screenplays for the past few decades. For someone who is writing hard-boiled noir, and has covered bloody sports (he has some great articles on boxing), John is a wonderful human being — we end up talking about life, music, favorite books, and film every time we get together.
My aims in building the website were:
- reflect the gritty quality of the novel, as well as the iconic L.A. skyline that graces the book’s cover
- create an easy-to-navigate, responsive website that encouraged sales of the book
- honor (and capitalize on) the body of work that John has amassed through books, magazines, and online stories
I think the initial website is very successful here, and we will keep adding more content to the site as the book drops — signing and reading dates, sales, reviews and endorsements, and more.
As the web continues to evolve, it becomes more and more important to recognize the specific needs of each client. Do we need a static website? Do we need dynamic content? Is some sort of interaction warranted? How does what’s online affect the overall brand? As a marketing expert, these are the questions that I ask at the beginning of every project. Beautiful websites (or any design, for that matter) are secondary to the ultimate goal: achieving increased sales, donations, or overall market share. What we do is innovate in such a way that your company — be it one author or a major company — can attract eyeballs…and sales.
You have a product, a service, a cause. You need to make sure the world knows about it. You also need to make sure that the world knows about it in the way you want them to.
[box]You want the public to understand that yours are the best, not someone else’s. That’s the power of marketing.[/box]
Someone mentions your company, and that becomes an opportunity to promote the business…and hopefully make a sale.
A marketing strategy is the set of guiding principles that help you make decisions about how to talk to customers (and potential customers), and how to leverage that communication for the most sales.
How do we do this?
First, we must know and understand your customer. Experience, constant communication, and feedback are vital. If we don’t know who we’re marketing to, there’s a good chance there won’t be traction when the customer sees or hears something about your organization.
Next, once we know the customer we can tailor a marketing plan that fits your target, as well as your budget. Why? Again, the more you can craft the message (or brand) of your company, the more you are “in the driver’s seat” of determining sales volume and return customers.
[box]A marketing plan is a set of actions, based on research and budget, that will bring about the most sales for your organization.[/box]
That sounds crass, right? But see — it’s not exactly…because the best customer is one who is going to develop a relationship with your brand, and come back again and again. Your customers have a whole internet-worth of data with which to make a purchasing decision. You need to do your homework so that you know what they are comparing, what features or perks are going to make a sale, and what messages resonate with your potential customer. A long-term relationship with a customer involves not just one sale…but a strategic marketing plan that cements your relationship with your customer.
At Hearken Creative, we have over 20 years of working with clients to determine the best marketing for every job. We’ll even tell you to go elsewhere if we have a company that we think will do a better job of getting a specific customer for you. We have experience in print, web, e-mail, radio, and video. We started — as everyone did — with “outbound marketing” (ads, flyers, brochures) but we also have a ton of experience with “inbound marketing” (content on YouTube, your website, etc.) that draws the customer to you.
Give us a call and see how we can help you create your own marketing strategy, and generate success for your organization.
I did mention that we do movies, right? Hearken Creative supported the release of Hano! A Century In The Bleachers on so many different levels:
- Loren A. Roberts shot some of the interviews for the film
- HCS designed the e-commerce website for the film
- HCS designed the DVD packaging and marketing graphics
- Loren A. Roberts shot the “hero” studio photography for the film’s key art
When coming to Hearken Creative, director Jon Leonoudakis knew the breadth of skills that were available from us: Jon has collaborated with us on two previous film projects — Not Exactly Cooperstown (camera) and The Day the World Series Stopped (camera, packaging, website). Jon’s passion for baseball is infectious, and we have found ourselves with a new respect for the game — even hitting up some major and minor league games recently! Jon’s professionalism and passion has paid off: both previous films have been recognized worldwide in film festivals (and Not Exactly Cooperstown has even been screened at the Baseball Hall of Fame).
We love working on projects like this: where quality and passion come together to make something truly unique. We congratulate Jon on his newest release, and look forward to the next project that we get to work on with him!
We’re slow to toot our own horn around here, mostly because we’re so busy with current projects. But I wanted to mention a new portfolio page on the site, even though we have been doing this for years: PHOTOGRAPHY.
We create iconic shots for our clients all the time. For instance, the image above is from Shakedown Mambo‘s CD packaging, which we designed (we also did their website!). The photo captures the energy of a recording session in progress perfectly, and feels like one of the iconic photos of 1970s jazz or rock bands.
We have also created one-of-a-kind architectural shots, like this one of the Los Angeles Maritime Museum. Multiple photographs from all hours of the day and night were composited to create this other-worldly image of their building. It’s a stunning image.
Event photography? Yes. Production shots for shows? Yes. Portraiture? Yes. Product photography? Of course. Check it all out on the photography portfolio pages. We will continue adding more photos to keep it fresh!
Recently I wrote a guest post for The Game Crafter, detailing my journey designing Rocks and Docks. Go over and check it out! http://bit.ly/1Lw2lgm
Hearken Creative provided lights, sound, and video support for the Children’s Advocacy Center’s first ever (and hopefully annual) fundraising gala on the gorgeous grounds of the Masonic Home in Covina, California on October 12, 2014.
We worked with the organization, as well as rental companies, the featured band, and on-site personnel to make sure that everything ran smoothly — from power concerns, to the ability to hobnob over the live music, to making every word intelligible — from honorees and speakers. We received numerous accolades from event planners and the 200+ attendees, stating that this was the smoothest and best-sounding event they had attended.
Photos from the event are below. The young (but very good) band “Them Kool Kats” [ http://www.themkoolkats.com/ ] was the featured entertainment. Hearken Creative provided them with onstage monitors so they could hear everything, and they had a great time working the crowd.
It’s remarkable what Hearken Creative can accomplish — from branding, to websites, to video, to event support (sound and lighting). Why don’t you give us a call for your next project and see how Hearken Creative can help you?
In July Hearken Creative was asked to film a very special event for the Baseball Reliquary at the Pasadena Public Library. Assisted on second camera by Jordan McMahon, we filmed the 2+ hour event, and edited the piece for posting to the Pasadena Public Library’s website.
Most important for this event was capturing perfect audio or each of the speakers. Some of them are elderly, and we needed to be able to understand every word that was said. A combination of HCS’s own microphones on the podium ensured that we would get perfect audio from every distinguished speaker, including members of the Jackie and Mack Robinson family (who were there to accept on behalf of Rachel Robinson for her induction into the Reliquary’s “Shrine of the Eternals”).
We had a great time, met some fun people, and turned this into a living document that will be used by the Reliquary for years to come.
A while back, Christopher Min and I were asked to create a 10-year anniversary film for The Brehm Center for Worship, Theology, and the Arts at Fuller Theological Seminary. The film was to be shown at a gala reception honoring the founding donors for the Center, Bill & Dee Brehm. We wanted to show the rich diversity of graduates the program was raising over the course of the first decade.
Chris directed, and Loren Roberts/Hearken Creative provided all the equipment, shooting expertise, and editing for the final video.
The result was a smashing success at the event — one attendee said it was a “moving tribute” to the Brehms and the Center. The only issue we had was cutting down the incredible footage we got with the graduates. I think our first edit clocked in at almost 16 minutes; the final edit is a still-long (but beautiful) nine minutes.
HOW CAN WE HELP YOU?
We have done this kind of work for non-profit and for-profit companies time and again. How can we help your organization?