Page 200 - Visual Marketing

84. Eat or Be Eaten: Appealing to Local Tastes and Cultural
Understanding in a Local Marketing Campaign

W hen you work with clients across the
country, sometimes the hardest chal-
lenge is marketing to your local audi-
ence. When Trace Newman Hayes decided to turn
the focus of her New Orleans–based Skuba Design
Studio locally, she had to look only at the “critters”
found in southern Louisiana for inspiration.

“More than any place I have ever been, New
Orleans has an abundance of critters that we
have to live with,” says Hayes, principal of Skuba.
“I chose to use some of the critters to get our
message out in a comical sort of way.” Because
New Orleans is “old school,” says Hayes, she
decided to go with a direct-mail postcard to
reach potential new clients.

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