Page 225 - Visual Marketing
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in recent years for village he could find out who came up
trustee. with such a great promotional
• The Milwaukee Journal/Sentinel concept.
reported, “Christine Symchych’s
Why It Works campaign literature asked the
question, ‘What’s a Symchych?’
Instead of a traditional “vote for The answer is: The highest vote-
me” campaign, Saal decided getter in an election Tuesday for
to tackle the difficult name Fox Point village trustee.”
in a bold and humorous way. • The campaign resonated with
Symchych (pronounced “Sym- voters; one constituent showed
Chich”) got voter’s attention up at a public session just so
with her bold campaigning
materials; then, once she piqued Takeaway Tip
their interest, she introduced
herself and her platform with Names can be hard to remember because
serious clarifications, “Not they are unusual or difficult to pronounce,
a what, but a who; not an or because they are too common to leave an
unknown but in the know.” impression. Many small businesses use the
owner’s name, and if yours is problematic
Success Metrics for any reason, address it head on in your
marketing materials. Treat it with humor
• Symchych won the election and visual wit to make it a positive element
by one of the largest margins of your marketing—give people a reason to
remember it.
PO WER TO THE PR I N T I TE M ! 204
