2014-2020

Creative Direction, Design and product development

The last 6 years of graphic design primarily centered around a portable wall company. This included corporate identity, web design, social media, e-mail blasts, and brochure and catalog design, as well as innovative product design and marketing. 

Product development and R&D went hand-in-hand with marketing and refining products to better serve customers. However, great ideas need marketing to make sales. Pareti’s international market is reached via several critical marketing channels: digital advertising, SEO marketing, email marketing. As a new invention, our products require customers to search for our products to meet a specific need. This is why a great deal of communication is required via the web site, videos, informational materials, catalogs, and sales professionals.

Branding 

High dollar tangible sales require information so customers feel comfortable with their buying decision. Pareti faced two challenges – most sales, except for referrals, are purchased sight-unseen, and secondly, our product is an entirely new concept. Branding is critical to all companies, but especially for our communication, since there is are many brochures, videos and communication for customers to peruse as they make a buying decision.

The color pink was selected to stand out from competition, and to help promote this as a USA woman-owned company. We started with a logo, tri-fold brochure, postcard, and business cards – this grew into branding an corporate identity aimed at our various target markets. Catalogs, infographics, inspirational viewbooks, and flyers were created to appeal to seven different types of prospects. Avatars were created in detail, which helped to define specific pain points for our markets, which helped us create literature, content, landing pages and ad copy  for those groups.

Web design, content development, and social media

The website and social media are maintained regularly since our best leads are entirely organically-driven. However, we take advantage of social media advertising due to its overall low cost (cpc is high tho!). This approach has lead to more awareness about our products and helps prime new prospects by spreading the word about our products. Each social media account tends to attract different types of customers – for example, Instagram has attracted interior designers, and Facebook has attracted schools and teachers, etc.

Testimonials

Testimonials are so important, and yet so difficult to obtain. With a new business and new invention, they are critical! In the beginning well-meaning customers were happy to provide references, but this became an imposition after a year or two.

Testimonials mostly pose a technical challege for customers (how to leave a Google review is really tough for some), in addition to a time challenge or loss for words. The solution? During our follow up calls, we ask if we can record the conversation for possible use for testimonials. This way we can use the testimonials in a variety of formats – video, print and web. Most importanly, customers generally have more to say when speaking conversationally, so a recorded testimonial is rich with comments which can be shared to help other prospects.