Real Results: Newport Pacific’s Campaign: A Homerun!

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Newport Pacific, a company that manages over 70 manufactured home communities across the United States, selected Orange Label to quickly increase occupancy at their Austin, Texas property during August and September 2009. The agency credits landing the account to its direct response expertise in generating qualified leads and their ability to accurately target niche audiences. The high frequency radio campaign targeted the Hispanic community with the theme, “Live In Your Own Home, NOW”. The results hit home. The property surpassed the occupancy goals midway through the radio campaign and Newport Pacific considers the campaign a grand slam!

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Client Spotlight: 25 Years of Dedication

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Donnellon McCarthy
Orange Label Art + Advertising built its foundation on long-term client relations. However, even by these standards, the 25 year relationship with Donnellon McCarthy, a Cincinnati-based office technology dealership, is remarkable and extremely newsworthy in the advertising industry. Even though they are b2b, we’ve used business-to-consumer advertising strategies with morning drive radio as the backbone of a strategy that has also included marketing materials from corporate brochures to delivering truck and vehicles wraps.


During the twenty-five year relationship, Donnellon McCarthy has remained independent in spite of two very significant roll-ups in the copier/office technology industry. They have passed the baton from one generation to the next, transitioned from selling analog to digital technology, experienced significant organic growth and expanded geographically to have a marketing area that includes Ohio, Kentucky and Indiana.

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ORANGE LABEL MAKES LIST SECOND YEAR IN A ROW

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Named one of the fast-growing companies by the Orange County Business Journal

NEWPORT BEACH, California (October 27, 2009)—Orange Label Art + Advertising (OLAA), a full service agency and one of Orange County’s longest-standing privately held advertising agencies, was recently named as one of  Orange County’s “Fast-Growing Privately held Companies”, by the Orange County Business Journal for the second year in a row.

The third annual “Fast- Growing” list ranks 100 businesses by revenue growth from June 2007 through June 2009. Orange Label Art + Advertising experienced 15% growth over a 2 year period and ranked number 90th on the list.

“We are pleased with the Business Journal’s recognition, especially considering the ongoing economic challenges with which all companies have to contend” said Wes Phillips, CEO of Orange Label Art + Advertising.  “Our success is directly related to the commitment of our talented team members, the confidence our clients have in our creativity and the measurable results that are generated.”

The Orange County Business Journal honored those companies that made the list with an awards ceremony held in on October 15th at the Irvine Hyatt Regency.  Several Orange Label Art + Advertising team members attended, including Wes Philips, CEO, Ian Crockett, President and Rochelle Reiter, Vice President.
ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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OLAA TAKES LERETA, LLC BACK TO THE FUTURE

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LERETA, LLC Retains Agency to Re-launch their Brand After Ownership Change

NEWPORT BEACH, California (October 20, 2009)—Orange Label Art + Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today that LERETA, a national leader of tax and flood services, has retained Orange Label Art + Advertising to re-launch their brand and be the agency of record. Orange Label credits the win to their ability to rapidly define a compelling brand message, quickly launch the messaging strategy and produce measurable and powerful response from the marketplace.

LERETA, LLC was an Orange Label client until LERETA was purchased by Land America Financial Group in 2003. In September 2009, the company was purchased by an investment group that includes former executives of LERETA. “For decades, the team at LERETA has built a solid reputation based on quality and extraordinary service, and I am excited to be rejoining them,” says Jim Thornton, returning as president of LERETA. “The shared values of the management team and their commitment to the real estate services industry, combined with their new financial strength will provide LERETA with the stability and resources necessary to continue providing superior service, while focusing on innovative and strategic growth initiatives.”

Orange Label helped re-launch LERETA’s brand identity to its employees, customers, vendors and the media. Tactics included a new logo design, media outreach campaign, customer and vendor correspondence, print ad and event launch support. Orange Label CEO, Wes Phillips said, “Together, Orange Label and LERETA did great work from 1997 to 2003.  Now, the Orange Label team is excited to again be working with such a powerful group of business leaders.”

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

ABOUT LERETA, LLC
LERETA, LLC continues in the tradition of LERETA Corp. Founded in 1986, LERETA Corp. has been a major force in the tax and flood service industries since its inception. The company provides a full suite of real estate tax services for residential and commercial loans, including automated online research and certification, tax bill processing, a suite of delinquent tax services, and customized tax outsourcing service programs.  The company also provides real time flood zone determination services.  For more information, visit www.lereta.com.

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Economist says “Ramp up on Advertising and Marketing”

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vistage-logo

At the Vistage Economic Summit recently, Economist Alan Beaulieu, president of the Institute for Trend Research in New Hampshire cited several tips for business owners as the economy comes out of the recession, one being “Ramp up on Marketing and Advertising.” Read all the tips below!

Tips for business owners

Economist Alan Beaulieu says business owners should take action as the economy comes out of recession:
• The beginning of 2010 will be a golden time to expand: equipment and real estate will be inexpensive, interest rates low.
• Borrow as much money as possible because future interest rates will rise.
• Hire the exceptional talent that will be available through 2010.
• Cease activities that don’t create profit; eliminate unprofitable products.
• Ramp up marketing and advertising.
• Look for ways to sell in western Canada, Brazil and Australia. These countries are positioned for strong future growth. Russia and China are not positioned for growth.
• Define and tout your competitive advantage.
• Lead with optimism. Be the chief cheerleader.

List cited from The Orange County Register, October 2, 2009

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What Color Is Your Brand?

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Color Theory. There is a reason logos are designed with a color scheme in mind. Color says a great deal about your brand. Here is a quick overview of what some colors represent:

RED: associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

ORANGE: represents enthusiasm, energy, joy, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.

BROWN: suggests stability and denotes masculine qualities.

YELLOW: is the color of sunshine. It’s associated with joy, happiness, intellect, and energy. It evokes pleasant and cheerful feelings.

GREEN: symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. Green has great healing power. It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance.

BLUE:  is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is linked to conciousness and intellect.

PURPLE: is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.

WHITE:  is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection. White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation.

BLACK:  is associated with power, elegance, formality, death, evil, strength, authority and mystery.

Are you sending the appropriate message with color? What color is YOUR brand?

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Chipotle – iPhone Ordering

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Yes…they added a iPhone App. You should try it out!

http://www.chipotle.com/#/flash/order_iPhone-app

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Football and Advertising: 2009 Superbowl Ads

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Now that football season is back, I started thinking about the Superbowl and advertising. So for any of you that would like to reflect on the past seasons commercials, I posted a link to Advertising Age’s list of the 2009 Superbowl advertisements:

http://adage.com/article?article_id=134136

Enjoy!

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Creating Your Personal Brand

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Brand is behavior. It is not just what you do, but what you do and how people react, or as learned in the OC Ad Federation Event: How to Create and Market My Personal Brand, it is the “emotional aftertaste.” There is a vast difference in what you claim and how you fulfill the expectations you set. I guess at the end of the day, it is not the perception you have of your self that matters, but the perceptions others have of you. Remember to be consistent and keep it real!

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How Do I Create & Market My Personal Brand?

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Featured Event: OLAA Members will Attend:

As advertisers, we all know what branding is (and hopefully, how to do it). However, many times we are better at advertising for our clients or companies than for ourselves. This first part of a two-part luncheon series will feature speaker(s) who have managed to create a personal brand that lasts. Get some pointers on the best way to make yourself known to the industry and create a brand behind your name.

Cost: $25 Members, $35 Non-Members

Who should attend: Agencies, Salespeople, Consultants

What You’ll Learn:

  • Best practices for managing personal brands
  • The myriad ways to manage a personal brand (LinkedIn, Twitter, etc.)
  • Concrete examples of good branding and failures
  • and more…

More information at website (click here)

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Radio Produces Results FAST!

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I am proud to announce that another one of our clients has already exceeded their sales goal as a result of our radio campaign we produced for them. We targeted the hispanic community in Austin, Texas and used our “direct response” formula in driving leads with copy and media strategy. The goal was to increase occupancy in their modular home parks, specifically getting down to 20 openings (from 60) by mid September. It is only September 1st and they are down to 16 openings! Great work!

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New Futuristic Coke Machine…

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Coke will soon be releasing a new way to pour soda. Over a hundred different ways actually. The new machines have all the flavors your used to as well as new ones that are not available in retail stores. As seen in these videos below taken from consumerist.com a Coke rep. demonstrates the functions of this marvel machine. For now the machines are only being tested in Atlanta and San Diego.

How will Pepsi come back at them?

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The Doctor will see you…Online

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Online Doctor visitAfter reading a Wall Street Journal article posted online titled “Doctor is In -Online” by Jonnelle Marte, I found it interesting to see how an increasing trend of doctor visits have moved from the office to email. No longer do we sit in a busy waiting room, then freeze in a exam room…now we just go digital – Then wait for the reply on your phone or email?

As a full service agency, we service medical clients all over the United States and design eblasts (along with other media). However, we have not come across any such requests to campaign Internet visits.  Designing campaigns to generate online visits could be a new practice of campaigning, SEO, and new business for small practices.

Would your facility consider such practices? As a doctor or patient, let us know if you would consider, like, try or implement such an idea. Is this a loss of 1-on-1 or a convenience (loyalty) factor for busy patients?

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Sports Marketing Trivia Question: What’s a VOMITORY?

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VomitoryHow well do you know your sports trivia?

We deal with many clients who support their favorite NFL teams by buying media in sports arenas and other marketing promotions.

Any ideas to what or where the Vomitory is without looking it up?

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STREET PHOTOGRAPHY

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Creativity as defined on http://dictionary.reference.com/browse/creativity as “the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination.”

pidge

I fell upon the following link and felt it was an amazing depiction of creativity. A level of creativity that the average person does not see everyday (or do we???). http://www.in-public.com/MattStuart/gallery/55

Even though these pictures are of everyday life, it takes quite a keen eye to capture these “think outside the box” photographs. Browse around the website for more interesting pictures and let Orange Label know what you think. Tell us about YOUR street photography experiences.

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Agency’s Expertise in Driving Direct Response for Niche Audiences Hits Home

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Orange Label Art + Advertising

FOR IMMEDIATE RELEASE CONTACT

Rochelle Reiter – (949) 631-9900
rreiter@OrangeLabelAdvertising.com


NEWPORT PACIFIC FAMILY OF COMPANIES RETAINS ORANGE LABEL ART +ADVERTISING TO CREATE AD CAMPAIGN TO INCREASE PROPERTY OCCUPANCY
Agency’s Expertise in Driving Direct Response for Niche Audiences Hits Home

NEWPORT BEACH, California (August 11, 2009)—Orange Label Art + Advertising (OLAA), one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today that Newport Pacific, a company that manages over 70 manufactured home communities across the United States, has retained  Orange Label to increase occupancy at one of their Austin properties during the months of August and September . The agency credits landing the account to its direct response approach in driving qualified leads and the ability to accurately target niche audiences.

The campaign will pursue the Austin Latino community with the theme “Live in Your Own Home, Now!” Wes Phillips, CEO of Orange Label Art + Advertising and strategic lead on the Newport Pacific account, said, “These challenging economic times highlight the effectiveness of aggressive direct response advertising messages and media schedules.  The Orange Label team appreciates the opportunity to use its direct response skills to assist Newport Pacific in rapidly achieving their occupancy goals and enhancing the community experience at the Austin property.”

Candace Holcombe, VP of Operations at Newport Pacific, commented on why they selected Orange Label Art + Advertising. “We chose OLAA based on their direct response reputation and experience with the geographic location. The fact that they were already familiar with the Austin market, and could meet our marketing needs within an aggressive timeline made the difference.”

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

ABOUT NEWPORT PACIFIC FAMILY OF COMPANIES
Newport Pacific Family of Companies has been managing, buying and building mobile home parks since 1980. Newport’s proven formula for success comes from combining a high-touch, ‘family oriented’ management style with the abundant resources available to a larger professional organization. Their full service property management, development and investment strategies all have one goal in common:  To create successful communities, and increase their value for residents and owners alike.  The Newport Pacific team of certified asset managers and licensed real estate professionals has the skills it takes to unlock the hidden value in property. For more information on Newport Pacific, visit www.newportpacific.com.

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I thank my mother, my…

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Well, its not that kind of award, but cheers to Chris for all his hard work in the Art Department!

Chris Dore

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iPhone Ready Blog! 5 Steps to add us to your Home Screen

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As we have recently announced, our blog is now iPhone friendly. Stop by more often and let us know what your thoughts are. Add us to your home screen! See below for help adding our icon.

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1. Go to www.orangelabeladvertising.com/blog from your iPhone browser.

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2. Take a look around and read out articles – Make sure to tap the “+” icon to add us to your home screen.

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3. Tap “Add to Home Screen”

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4. Add a Name if you like. When you are finished choose “Add” at the top left.

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5. There you go…We are on your homescreen! Enjoy. Hope to see you soon.

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OLAA RECOGNIZED FOR ITS HEALTHCARE MARKETING PROWESS

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FOR IMMEDIATE RELEASE

CONTACT: Rochelle Reiter
(714) 393-0527, (949) 631-9900
rreiter@OrangeLabelAdvertising.com

ORANGE LABEL ART + ADVERTISING RECOGNIZED FOR ITS HEALTHCARE MARKETING PROWESS

Agency wins awards for PacifiCord and O’Connor Hospital Advertising

NEWPORT BEACH, California (June 10, 2009)— Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is proud to add three more awards to their list of recognitions with  Healthcare clients.  Orange Label Art + Advertising received a Platinum Award for its PacifiCord corporate brochure design along with an Honorable Mention for its PacifiCord “The Gift” Magazine Ad in the 2009 Hermes Awards. In the 2009 Annual Healthcare Advertising Awards, Orange Label Art + Advertising also received a Bronze award for their O’Connor Hospital Radio series.

Orange Label’s President, Ian Crockett said, “We’ve been having tremendous success in the Healthcare Industry because clients value our branding knowledge and experience and the fact that Orange Label combines that with our ability to produce direct response. To achieve both with one agency is apparently rare these days.”

The PacifiCord corporate brochure and Gift Ad were part of an extensive branding strategy created by Orange Label to position PacifiCord as a marketplace leader and inform consumers about their capabilities as a Cord Blood Banking Facility. Currently, PacifiCord, which stores stem cells in Irvine, is the only Cord Blood Banking service headquartered in locally. As a HealthBanks Biotech company, PacifiCord has pioneered value-added benefits such as the Cord Blood Concierge Service, flexible financing options and facility tours. More information can be viewed on their webpage www.pacificord.com.

In addition to the success of the PacifiCord Gift series, the O’Connor Hospital radio series also revitalized the local branding of O’Connor Hospital. Wes Phillips, CEO of Orange Label said, “The intent of the radio series was three-fold. First, they [O’Connor Hospital] wanted to increase local community awareness. Second, their aim was to drive specific service activity. Last, they wanted to communicate the “It’s the way we care” spirit in a memorable and creative execution.”

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.


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OLAA Attends Los Angeles Times Online Advertising and Social Media Seminar

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Yesterday (7/16), OLAA member Megan Guerra and I attended the Los Angeles Times’ Online Advertising and Social Media Seminar. The Seminar included a great panel of speakers including: Facebook, Ning, LA Times interactive and Passenger. The panel provided interesting insight, thoughts and recommendations around the world of social media and what it can provide for your business. 

Megan and I felt that one of the biggest take aways worth sharing with you, was the panel’s thoughts on how to best manage your social media presence: 
Be Social With Your Social Media Followers.

Social medial is growing rapidly as more and more people are becoming connected online. For companies, social media provides a way to gain feedback from your customers and your target audience(s). Now many may argue that for a company/brand, this open environment for “feedback” is dangerous, because you are giving people the opportunity to voice the good and the bad.

And it’s the BAD that is feared…

As the panel explained, the worst thing to do is to not be social! In other words, don’t open a social media account and ignore it! So be sure to stay relevant and active with your social media – give your followers a reason to check your Blog, Facbook, Twitter and so on. And most importantly, remember to listen to your followers and be sure to respond (so they know you are listening)!

How to manage feedback…

If your followers’ feedback is good, be happy, it is a FREE customer testimonial! Be sure to respond with a thank you or what have you.

And advice for if it is bad…don’t panic, don’t press delete! Instead, explain your take on the feedback, answer the concern, provide rationale, etc – by responding, you are letting your social media network (your customers) know that you are listening, that you DO care and that their opinion does matter.

So, for those who are in fear or unsure about joining the world of social media, consider the above and remember that staying in communication is key with all business efforts, and now a days, this includes Social Media.

 

Some Social Media Tips That Will Keep You “Social”:

Take advantage of the FREE network that social media provides and consider ideas such as:

                  –      run a campaign or special offer  (incentive for followers)

                  -      run a survey (gain feedback)

                  -     send messages/exciting news to your followers (acts a  free email blast)

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CSUF Honors Orange Label – OLAA 100% owned by Alumni

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Today, a CSUF alumni association will be stopping by our office to interview the VP Rochelle Reiter to discuss her MBA experience at CSUF. Orange Label Art + Advertising is 100% owned by CSUF Graduates, contains one MBA, contains one CSUF Professor, and consists of 67% of CSUF graduates in its total staff body!

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Google Adwords: Top Tactics for Tough Times – Take a look and let us know!

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Its no secret, having an online presence is key in just about every industry. How can you make sure you are still staying on top of your competition. Exspecially when your consumers are more concerned about costs rather than loyalty?

Google released a Adwords Tactics for Tough Times booklet that I recieved in the mail (that can be viewed here online) that onlines some refreshing tips on your campign.

Check it out – let us know your comments!

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Communications Changed Forever: Google Wave Introduced

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Without a surprise – Google plans to launch another ground breaking platform this year that some developers are Google Wave Logosaying will be “life changing”. We have so many different opportunities for communication through our day-to-day life that it’s difficult to keep up with changes. Google has developed a new communication platform that will challenge all forms of digital communication we use today; Google Wave
In the video below, API developers demonstrate how email is similar to “snail mail”. Back and forth communication (send and receive) is the nature of its communication. Google Wave however, takes the waiting out of such messages. Live chats become merged into email, with data exchange, private messaging, timeline playback, and multiple group session and document creation. From this video the opportunities seem endless. Check it out…

Are you excited? How will you use it at work, home, or school?

Check out Google’s landing page: http://wave.google.com/

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ORANGE LABEL ART + ADVERTISING RECEIVES HEALTHCARE ADVERTISING AWARD FOR O’CONNOR HOSPITAL RADIO COMMERCIAL

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NEWPORT BEACH, Calif. (May 26, 2009)—Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is proud to be recognized by the 26th Annual Healthcare Advertising Awards.  Orange Label Art + Advertising received a bronze award for its O’Connor Hospital “Heart Care” radio commercial. Orange Label CEO, Wes Philips said, “Our team is pleased with our recognition. Yet it was O’Connor Hospital’s commitment to unparalleled medical care that makes the advertising so powerful.”

The Healthcare Advertising Awards is sponsored by the Healthcare Marketing Report and is the largest award competition in the medical industry. This year alone, they received over 3,600 submissions, bestowed 259 Gold awards, 251 Silver awards, and 241 bronze awards. All entries are reviewed by a national panel of judges who focus on creativity, quality, message effectiveness, consumer appeal, graphic design, and overall appeal.

O’Connor Hospital is located in San Jose, California and was established in 1889. Celebrating its 120 year anniversary, O’Connor Hospital, is a member of the Daughters of Charity Health System, and is an acute care not-for-profit, Catholic community hospital. O’Connor has over 350 licensed beds, a medical staff of 579, over 1,600 employees and over 3,900 deliveries. More information about O’Connor Hospital can be viewed here: http://www.oconnorhospital.org

ABOUT ORANGE LABEL ART + ADVERTISING
Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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ORANGE LABEL ART + ADVERTISING RECEIVES PLATINUM, GOLD, AND HONORABLE MENTION FOR 2009 HERMES AWARDS

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Awards Highlight Orange Label’s Creative Capabilities

NEWPORT BEACH, California (May 11, 2009)Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is proud to add three more awards to its growing list of recognitions. Orange Label Art + Advertising received a Platinum Award for its PacifiCord Corporate Brochure design, A Gold Award for its Speech and Language Professional Services website and Honorable Mention for its PacifiCord “The Gift” Magazine Ad.

The Hermes Creative Awards were judged by a prestigious panel of advertising professionals and administered by the Association of Marketing and Communication Professionals. Started in 1995, they recognize industry leaders in concept, writing and design of traditional materials and programs, and emerging technologies.

Orange Label Art + Advertising 2009 Hermes Awards

The PacifiCord Corporate Brochure and Gift Ad were part of an extensive branding strategy created by Orange Label to position PacifiCord as a marketplace leader and inform consumers about their capabilities as a Cord Blood Banking Facility. Currently, PacifiCord, which stores stem cells in Irvine, is the only Cord Blood Banking service headquartered in California. As a HealthBanks Biotech company, PacifiCord has pioneered value-added such as Cord Blood Concierge Service, flexible financing options, and facility tours. More information can be viewed on their webpage www.pacificord.com.

Orange Label is also very proud of its role in the successful rebranding of Speech and Language Professional Services (SLPS). Orange Label Integrated Advertising Supervisor, Alyse Vultee stated, “Originally SLPS came to us for a logo design and rebranding makeover. Because of our strategy and execution we ended up re-building their website and positioning SLPS as a market leader”. SLPS services the full spectrum of the Speech Pathology industry providing an unparalleled level of commitment and support to families, therapists, and schools. More information can be viewed on their website at www.slpsinc.com.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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Twitter Tips

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Everyone has been talking about tweeting, twittering, peeping, and who knows what other jargon that can be linked to Twitter.com. However, after reading a recent article from Robert Strohmeyer, I would like to share some of his thoughts (and my opinion) on twitter and what to make of it.

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In his article called “Twitter Quitters”, he explains the saga of “hemorrhaging” twitter users. Over 60 percent of new Twitter users quit after just a week or two of joining Twitter; sometimes it takes over a year for people to return and have a moment of “ah-ha”. Why? Robert explains that some people just don’t get it. You’re average “I’m sitting in line at subway” or “its Friday…whahoo” tweets just don’t cut it. People want to read solid material that’s worthy of feedback and following [on twitter]. He also states that if you’re going to tweet infrequently, don’t bother. People are not interested in seeing your “rubbish” for a full month. Thus, why there is a high turn-over rate. Additionally, perhaps with all the buzz, people just have too high of expectations and don’t see them without some effort.

So how do you tweet effectively? Twitter is simple. Use its simplicity for business concepts…but casually. Engage in tweets and follow people who are relevant to your industry. Go on….try it! Follow as many people as you can. As Robert explains, don’t worry if you choose not to follow someone because they have too much rubbish. Twitter relationships are only a “one-click affair”. You will find the news you need and are interested in, give it time.

How else? Follow people you actually know. Keeping up with a network of business people that you work side by side with (or not) will inform you about something that’s actually important. Keeping up to date in your industry doesn’t always mean you have to call and small talk what is going on with vendors and merchants, however following a business partners tweets can keep a subconscious about what that person is up to.

Twitter, like blogging, is a social tool. It shouldn’t be used to “self-promote”. Continue to use it as a tool for communication, updates, and “non-bragging”, and you will find yourself indulged in a plethora of information that could generate or point to business leads.

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How Social Are YOU?

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I remember when Facebook launched and at the time, Facebook was only for college students – and to all of us who immediately joined, Facebook was the greatest thing since sliced bread! It was a new way for us to stay in-tune with the “happening” of friends from all over. However, at the time, I don’t know how many of us viewed our Facebook activity as social networking…it was just Facebook: new, fun, easy, entertaining and addicting!

Since Facebook the social networking world has truly exploded and the opportunities are endless! More and more websites have surfaced and with this evolution, the term of Social Networking has taken on a whole new meaning. Social Networking is no longer just for pleasure and fun, but it has also built a professional presence for companies as well.

From a business standpoint, a lot of people are asking “Why would I have a Social Networking presence for my company?” Well it is exactly that, presence! Web presence is like gold these days. Social Networking not only adds to your overall online presence, but it also: helps drive traffic to your website, builds brand awareness, gets people “talking” about you online and shows you, your employees, your customers and your competitors that you are keeping up with the online world.

However, this “online presence” may be foreign to some and not as important to others (though it should be), so what if I were to say that it can increase revenue?! It’s true…  One of our retail clients recently ran a “Mother’s Day Special” ONLINE Sale. The sale was promoted via email blasts and social networking mentioning: their BLOG and Facebook.

It was a 5-day sale and the test was to see how well their consumers responded to an “online-only” special. After sending out only 2 email blasts and promoting via social networking – their online sale got picked up by a OC Register Blogger– who posted the promotion on the OC Register BLOG. Suddenly, sales were coming in referencing the OC Register BLOG post. In the end, the sale was a success – and there is no doubt in my mind that this client will continue to offer online promotions.

Here at Orange Label, we were able to recognize the value of being connected and we have made the leap into the Social Networking: BLOG, Facebook , Myspace and Twitter. If you are reading this BLOG, it is fair to assume that you are connected to the online world – but is your company? Social Networking keeps people connected, its fun and its easy – - and I don’t know about you, but I hate to be out of the loop!

If you are ready to make this Social Networking Leap, here is a great article for reference: http://www.chrisbrogan.com/social-media-and-social-network-starting-points/

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Public Relations: Your Company and Newsletters

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It’s ironic that someone like me who is opposed to newsletters performs pro bono work by producing two newsletters a year for a non-profit organization called Friends of Golf. But let me start at the beginning and explain my relationship with newsletters.

The concept behind newsletters is extremely noble. You wish to provide valuable information to a particular constituency, usually a customer, client or prospect base. Additionally, you wish to reach out and “touch” your customer on a regular basis and newsletters seem like a good vehicle since you’re also positioning yourself as the source by providing information deemed relevant.

The problem with newsletters is they are hard work. The first one or two are easy. Everyone is behind the initiative and wants to participate and solidify those customer/client relationships. Your team will help build your distribution list, do some of the writing and take photos to spruce up the piece a bit. But after the second one, enthusiasm wanes. Your team is out of ideas. There’s been no apparent return on the investment, which in this case is their time and energy. Your team pretends they’re busy when they see you walking toward them. “Hey, I’d love to help Boss, but I’m working on the most important project in the firm’s history.”

Said another way, “Cut me some slack dude. I don’t plan to waste any more of my valuable time on your inane idea. Our customers don’t have the time to read it and even if they did, they could care less about the five people from accounting that worked the recent Kiwanis Pancake Breakfast, Susie’s miniature schnauzer having six puppies and George winning Employee of the Month for his green Initiative. I mean limiting each employee to three toilet paper squares per day? I recently saw Phyllis trading a pack of cigarettes for two squares and Dwight was crouched outside the Men’s Room with a cardboard sign that read, ‘Will work for TP squares.’ Burt should win Employee of this Month since he’s been constipated for the past two weeks.”

Hopefully you’re beginning to understand my feelings toward newsletters. Now, a new form of communication has come along to rival newsletters and the initial excitement they create. It’s called blogging. Here’s how that works.

You’re the boss and you hire a Search Engine Optimization company. They need to justify the $20,000 per month retainer, so they recommend blogging and having all the employees take turns participating. Your employees get excited because they are now part of the marketing effort and have an opportunity to express themselves and be creative. However, they quickly realize that they didn’t have that much to express in the first place and if they could be creative on a consistent basis, they would be making a lot more than the cheesy wage you’re paying them.

So how do you produce newsletters and/or blogs that achieve the objectives stated previously? It’s simple. It’s called entertainment. It’s not enough to just mail something physically or electronically and feel good about the effort because you’ve communicated with your customer/client/prospect base. Something immediately going in the trash does not constitute a “touch” in the marketing world. You need to entertain your audience, not simply provide information that most will view as propaganda anyway.

A dozen years ago, the media sent out newsletters to keep advertisers informed on what was going on at their station or publication. The only one that didn’t get immediately tossed was one that always had a Rock ‘n Roll trivia contest. I couldn’t wait for that newsletter to show up and test my knowledge in that area. Plus, I didn’t stop after the quiz. I would actually read the articles around it and discover that the General Sales Manager’s daughter was a chip off the old block since she set the county record for most Girl Scout Cookies sold one year.

Since my Friends of Golf newsletter is used as a marketing tool to attract sponsors and prize donors, I leverage the famous people that are involved in the organization. Potential sponsors love the association and the chance to “rub elbows”, but I have to be careful since most of the celebrities don’t need or want additional publicity. So I came up with sections of the newsletter (and web site) that members can relate their Favorite FOG Memory. By doing this, I get stories from someone like Johnny Miller who says his favorite memory was meeting Carroll Shelby or Digger Phelps who says his favorite memory was having the opportunity to introduce his idol and longtime nemesis, John Wooden. I get two famous names for the price of one. Plus, when my readers discover that even heroes have heroes, it makes them real.

Readers like trivia sometimes more than hard core information or news. We’ll call this mindless entertainment since readers don’t always want to think. This past newsletter, called FOGhorn featured all the past Honorees since we‘re celebrating FOG’s 30th Anniversary. After giving a few facts about each one, I pointed out that combined they had won 106 Major golf championships and 21 were inducted into a Hall of Fame. Twenty were already in the World Golf Hall of Fame, while the legendary LA Times sportswriter, Jim Murray was in the Sportswriters Hall of Fame.

So the bottom line is if you really want to get serious about newsletters or blogs, you first need to entertain your constituency and soften them up before you inform them.

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Google Adwords Advice

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I recently attended an Advanced Google Adwords seminar and was blown away, and somewhat overwhelmed, by how many opportunities are now available to advertisers through this platform. As a leader in our agency of new business, I personally have administered our Google account for five years. What once was a “part-time” manageable tool to drive leads is now much more complex and requires full-time attention. We are now dedicating a full-time resource to this process to keep up with the ever changing “secrets” to increasing the effectiveness of our campaigns. For example, I learned that there are over 100 factors that can affect the quality score, which will affect your cost per click and ad placement. A high quality score will allow you to pay less than competitors for a higher ad rank. Knowing the “secrets” to quality score can give you the competitive edge needed in your industry at a lower overall investment. Knowing the quality score component when administering your campaign is only one piece of the puzzle – I suggest hiring a Certified Google Adwords Professional to take your account over if you are currently doing it on your own. Give Orange Label a call and we can help!

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Integrated Advertising Platform

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OLAA Honored for O’Connor Hospital Newspaper and Radio Campaigns

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Agency is Recognized for both Newspaper and Radio Campaigns at the Sixth Annual Service Industry Advertising Awards

NEWPORT BEACH, Calif. (Feb. 25, 2009)—Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is proud to add three more awards to its growing list of recognitions. Orange Label Art + Advertising received a Silver Award at the Service Industry Advertising Awards (SIAA) for its O’Connor Hospital “Heart Care” Newspaper ad, and a Bronze and Merit Award for the “Heart Care” and “Physician Referral” Radio Campaigns.

O'Connor Hospital The O’Connor Hospital Campaigns are part of the Integrated Advertising Platform™ (IAP) that Orange Label Art + Advertising created for O’Connor Hospital, located in San Jose, CA. At the core of the IAP™ is O’Connor’s brand positioning, “It’s The Way We Care.” The IAP™ was instrumental in communicating the benefits of O’Connor’s 120 year heritage of compassionate care and clinical excellence. The Orange Label team appreciates the confidence that O’Connor Hospital has in our strategic and creative capabilities,” said Wes Phillips, CEO of Orange Label Art + Advertising.

Over 1,200 entries were submitted for the Sixth Annual Service Industry Advertising Awards. The Service Industry Advertising Awards continues to expand faster than any other major advertising awards in the country.

The SIAA Awards was initiated in 2003 to recognize the advertising excellence of the service industry. Many other advertising awards are dominated by consumer goods, packaged goods and other tangible products. The service industry is adding a significant contribution to marketing and advertising. SIAA recognizes the creativity and communication accomplishments of the service industry. A national panel of judges reviewed every entry for execution, creativity, quality, consumer appeal and overall breakthrough advertising content.O'Connor Hospital

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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Your Competitive Edge – Take the Speedboat Approach & Beat Out ‘Ocean Liners’

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With everything that’s happened the past few years in the Office Technology industry, it’s safe to say the industry is not for beginners. Independent dealers (both printer-centric and copier-centric) not only face the convergence of industries, they also face tough decisions in regard to the selection of software vendors to either represent or to give their dealerships more capabilities. If that’s not enough, now dealers must face tougher competition from the manufacturer direct channel and the national companies like Ikon, Xerox and Global/Xerox don’t seem to be going away anytime soon.

But none of this has changed my mind that we’re embarking on another golden age for independent dealers. The reason for my optimism is very simple. Just think of the speed boat going up against an ocean liner. Sure, the ocean liner has more power and a much larger presence, but the speed boat is more nimble and can navigate change much, much faster. With technology improving and the capabilities of office technology growing exponentially, customers will require the speed boat approach.

But it won’t be easy. Dealers that try to go toe-to-toe or box-to-box with the manufacturers or even the national companies will most likely lose because they’re playing to their strength. Independent dealers need to face the reality that manufacturer branches are going to charge less for the equipment and in spite of any “Rules of Engagement” their sales people are going to tell the prospect that it’s much more economical to eliminate the middle man or third party. They have families to feed and when they’re in front of a prospect, they’ll use every arrow in their quiver just like you and I would if we represented a manufacturer branch.

So if competing head on is a poor strategy, what should a dealer being doing to make sure they’re a part of that Golden Age I mentioned? The first step in differentiating yourself should be to develop a brand. The word brand has become a buzz word among marketers, but some refer to it as your image. Think of ranchers putting their stamp or brand on each of their cows. The brand may be a logo, but it also represents everything about that ranch. Someone sees a cow with a particular brand and immediately they think, “That’s the biggest ranch in the Valley” or “That ranch owner is a jerk.” The same thought process occurs in my reader’s mind when they see a brand like Pepsi or Nike. All sorts of images or thoughts race through the mind based on experiences with that brand.

The best advice I can give for those just starting to build their brand is to create labels. Give names to your service program, your acquisition program, your guarantees, your print management program, your document storage and retrieval program and so on. Labeling does two things important to your success. First, it gives you something nobody else has or at least customers/prospects perceive it’s unique. Second, it gives the sales people something tangible to sell. Sales people sometimes struggle to sell theory or a concept when there’s a box with all sorts of functionality sitting in front of them. Label that concept and it becomes real to them and subsequently the customer.

Next, I would make a big deal out of being local. Ten years ago with stand alone copiers, I didn’t think local needed to be an ingredient in my clients’ marketing. However, due to my speed boat example above, I’ve gone completely the other way. Networks have become the life blood of businesses today and anything to do with the network has become critical. Customers want someone they know and more importantly, someone who knows them and their circumstances. If I’m a sales rep for a local independent dealer, I could weave quite a story about a manufacturer or national branch being headquartered in another state or country and contrast that with the personal touch available through my organization.

Insulating your existing customers should be another priority. I’ve never been big on newsletters even though their purpose is very noble. E-mail blasts from a sales rep or account manager on a monthly basis to update customers on new hardware or software products is viable, but there is nothing like in person visits and regular account or site surveys with both the users and decision-makers. This makes the customer fell important, allows you to stifle any potential problems and potentially generates more revenue.

Customer and prospect events are something else I’ve championed recently. To me, some of this technology is unbelievable and has to be seen to be believed. But an event just to see technology can be very stale. Therefore, have a theme and create some fun. I had a client this year host customers and prospects on the first two days of the NCAA Basketball Tournament. The thinking was business people are going to sneak out to watch the games anyway, why not set up some big screens and invite everyone over for some fun. Have at least two events per year and keep the focus away from technology and you’ll have more success.

Your web site has become far more important. I hope none of my readers are still paying large amounts of money on yellow page ads. If you are, stop and channel those funds into your web site. Most people can’t even find the yellow page directory at their office these days. But, everyone now searches the web. It’s not enough to have a cool web site. That should be a given and it should be updated routinely. You need to send someone to a seminar to learn how to maximize both paid searches and organic search engine optimization (SEO). I won’t go into to detail here, but the paid searches are key words that are submitted and placement then gets determined by auction. Organic searches are primarily determined by how popular your site is already. In other words, the more traffic you can drive to your site, the higher you will rank when prospects are using Google or Yahoo to search for potential suppliers.

One marketing tactic I would avoid is sports sponsorships. I know I just broke a few hearts and perhaps had others stop reading, but the sports advertising space is owned by the manufacturers. To me, there’s just not enough goodwill or fun generated to make it worth the cost and sports advertising is one of the highest costs per thousand vehicles out there. This is especially true with any pro sport or major sporting venue. There are so many great ways to advertise and promote your business, why go to a space in which each manufacturer has already invested seven, even eight figures in?

A lot of what I’ve discussed is marketing basics. A brand is not something you establish overnight. It requires an investment, some innovation, plenty of patience and quality people that enjoy helping business people be better at their jobs. The manufacturers may be able to seduce some customers into buying the same machine for a cheaper price, but customers will soon wise up and realize they are doing themselves a disservice. When that occurs, those dealers that have positioned themselves properly will prosper significantly.

by Wes Phillips, CEO of Orange Label Art + Advertising

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More on the Basics: Effective Advertising is Not Rocket Science

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MarketingIn my last article, I began a discussion on a “back-to-basics” marketing approach. Making sure that you and your team are really good at the blocking and tackling is far more productive than sitting around and trying to come up with a clever marketing approach. Technology has certainly brought us different ways to communicate messages, but the fundamentals still apply. Technology has also brought more sizzle to marketing messages and has sped up their delivery but it really has not done a lot to make a bad message good.

In the 1990s, there were several copier dealers that thought they could fool the marketplace by advertising “Free Copiers.” They figured that a gimmicky approach would generate leads. Once the call came in, they would at the very last be vendors of consideration, and with a slick salesperson doing some pencil selling and some quick explaining, they might get the deal. Great new marketing strategy? No. In fact, it is one of the oldest and most basic strategies in the history of marketing. Less than a year ago, I received a free Gillette razor in the mail. I liked it, so now I pay $18.50 for an eight-pack of replacement blades.

Many of the Free Copier ads showed up as e-mail blasts or fax blasts, which was thought to be a brilliant use of technology by some. Both mediums are highly targetable and extremely intrusive, which is both good and bad. Telemarketing and direct mail are also highly targetable, but you can refuse a telephone call or throw away and envelope before opening it. You can do the same with e-mails and faxes, but not before glancing at it to confirm it is junk or spam. It is almost like when you were a kid and another kid said, Made you look….”

So why did some office technology dealers find success with this strategy even though the message insulted prospects’ intelligence and the delivery intruded on their space? Because they used the basic marketing principles. They kept the message simple, used the greatest word in advertising – free – to get attention and created the perception that they were the best value in the market without advertising price. The ones I saw also adhered to the basics in delivering the message because they were done with frequency and consistency. Every Monday morning, I would walk in and there would be several fax blast advertising Free Copiers. Same message, same medium, same time. Basic marketing at its best.Stragety

Most of my clients do not want to be pioneers and I don’t blame them. Pioneers had a much higher attrition rate crossing the United States than we do today, regardless of the transportation method. “What’s working well for your clients?” or “I don’t want to reinvent the wheel” are statements I hear very often from clients, especially the new ones. A more recent example of the pioneer spirit was the dot-com industry. It also served as an example by reminding us there are no shortcuts.

Those who have used the Internet to enhance existing channels of distribution have a much better chance of success. Those who tried to change channels of distribution failed, except for a few like Amazon.com, and that is only because they were one of the first and spent hundreds of millions of dollars on radio campaigns. A number of the later entries were banking on their Web sites producing advertising revenue, assuming that intrusive pop-ups, banner ads, etc., combined with all the database information collected, would provide instantaneous advertising success. It didn’t happen, because much like e-mail and fax blasts discussed earlier, the ads are not only intrusive, but annoying. Plus users have conditioned themselves to focus and the content and tune out the advertising message.

The Internet will play a huge role in the marketing of your business, but not as an advertising vehicle. Most of my readers have a website, but it is probably something you have been telling yourself you will get around to upgrading (when you have the time and money) before the competition does.

Yellow Pages advertising for office technology dealers has one foot in the grave and the other on a banana peel. Yellow Pages was valuable when prospects didn’t know one dealer or manufacturer from another. Now that the industry is more mature, prospects know the players from their advertising, word of mouth or personal experience. They may still look in the copier section but it is only to find your telephone number, not to judge the viability of your company.
The Internet is where prospect now “let their fingers do the walking” to search for information and vendors. It will not be long before they expect to purchase low-ticket items using the technology at their fingertips. You need to spend time figuring out how to get prospects/customers to your site, then make sure they stay there. It is just like inviting them to your office for an in-house demo or to put your best foot forward and give them the impression that you are a first-class operation that has it entire act together.

Yellow Pages salespeople used to tell smaller dealers that a full-page ad was their chance to out do the “big guys” for an entire year. A classy, informative website can achieve the same result. Do not forget a basic marketing principle that less is more. Just because you are paying someone does not mean you have to cram information all over your home page. The beauty of a website is it is almost limitless in providing information. Make it easy to navigate and use your marketing savvy to attract prospects to certain pages.

Good, effective advertising does not require a brain surgeon or rocket scientist, just good old-fashioned execution. Think of your advertising as the Green Bay Packers of the 1960s. Everyone knew the power sweep was coming, but the Packers’ execution was so good they could not be stopped. Don’t worry about your competitors’ advertising. Just concern yourself with your own execution and they cannot stop you.

by Ian Crockett, President of Orange Label Art + Advertising

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A Look at the Basics: Making Television, Radio, Billboards or Print Work

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IdeaOne pitfall of writing a marketing column is always trying to come up with the next great marketing idea, then attempting to communicate it to your readers. The reason I say it is pitfall is because there really are no great new marketing ideas. But there sure are plenty of great old marketing ideas and there are a number of businesses that take these old ideas and execute them exceptionally. Business speakers talk about adhering to the basics or rallying behind a “Back-to-Basics” theme. I once played sports for a coach who had learned under John Wooden at UCLA. Wooden’s philosophy was always practicing the basics. He would never scout other teams or put in special plays or defenses for a certain opponent. His opponents needed to practice to play against his team, not the other way around. In fact, like Wooden’s teams, we were never allowed to watch other teams play for fear we would pick up bad habits or concentrate on something that was meaningless.

Therefore, this month, we are going to discuss, the basics of advertising. What media should you be using to promote your business and what should the message be? Do you reach as many prospects and customers as possible or do you reach fewer with a higher frequency? What is a responsible budget?

To answer these questions, I am going to work backwards and discuss budget first. Some businesses do not believe advertising is necessary, but I am going to make the assumption that anyone reading a column on marketing believes in advertising. In many industries, a responsible budget is between two and three percent of projected sales. In other words, if you believe you can do $5 millions in total sales next year, you should budget between $100,000 and $150,000 for advertising. Which end of the budget spectrum is correct for your business depends on several factors. How aggressive are your growth plans? If you are currently at $4 millions and want to get to $5 millions, you should be closer to the three percent number. If you are currently at $4.8 millions and want to get to $5 millions nest year, you should be closer to the two percent figure. You should be closer to three percent if your business is in the first five year of existence or if you are in a large market. If your business is mature or you are in a small market with lower advertising costs, you can get away with a smaller percentage of gross annual sales.

The next basic is around the message and I will keep it brief since volumes have been written about “Big Ideas” or “Unique Selling Propositions.” The key here is to be consistent with your message and keep it simple. Also, tie your message into how to make money. If, for example, you are a copier dealer, you probably do not want to advertise copiers. Everyone sells copiers and most have the same bells and whistles. Dealers make money on the service, so you should advertise how your service or service programs differentiate you. Labels are good for communicating differentiation. Plus, they provide the salespeople something tangible to sell.

Your slogan is another way of communicating with prospects and customers. Do not make it too cute unless cute or clever captures the flavor of your company. In most business-to-business interactions, cute is inappropriate. Your slogan, as with your overall message, needs to reflect the personality of the company. If your environment is starched white shirts and businesslike, humor or corn will not work. If you have a raucous, fun environment, do not make the advertising too serious. In either case, make sure it is polished. Polish equates to the professionalism of an organization.

Reach versus frequency is one of the oldest arguments in marketing. Anyone who has read my articles for any length of time or heard me speak is familiar with my three buildings analogy. If you have three buildings, do you want your salespeople visiting every office in all three buildings once or visiting each office in one building three times? In the office technology industry, the correct answer is the latter, since not too many sales are made based on one call. (If I had a team of Girl Scouts selling cookies, I would answer differently since nobody can refuse the greatest sales force ever established.)

Selecting the correct media can be a challenge because everything sounds so good, especially when there is a gifted salesperson attached to it. And the truth is just about any medium will work if given a chance. Once again, the flip side is also true. Nothing will work if you do not give enough time. Following is a brief review of four advertising options and how to make them work effectively.Media

Television
There are two versions of commercial television these days, with a third potentially on the way. Broadcast television, which includes affiliates (CBS, NBC, ABC), is primarily a reach medium due to cost. The most favorable programming for my readers is new-related and this is the bread and butter for the local stations. Cost in the Top 50 markets in the United States can go over $1,000 per 30-second spot. You are depending on a huge impact from a few spots and that is very difficult. Cable television rates are a lot more affordable and you can generally cherry pick the good cable systems in your marketing area. The downside is there are no ratings, so you buy programming on hunches. Of course, some of those hunches can be pretty good. If you want men 35 to 54 year of age, buy ESPN, CNN or the Golf Channel. If you want women 25 to 49 years of age, buy Lifetime, USA or the Discovery Channel. The potential for television is around point of purchase. Imagine television sets everywhere you go and not just in Blockbusters and 7-Elevens. Vendors are encouraged to purchase time and create demand while the potential customer is right there in the store. Wal-mart is already involved in this medium in an effort to generate more revenue from its suppliers.

Radio
Radio has always a favorite of mine because you can communicate a very emotional, value-added story and generate frequency very affordably. Although with the government allowing multiple ownership in markets, advertisers are paying the price with large corporations like Clear Channel and Infinity dictating prices. Soon, they will be dictating programming and news content and we all know where that could lead. (I apologize if I digressed into a political agenda).

Billboards
Billboards, like television, can create a larger-than-life image. My belief is it is a great secondary medium. If you are already doing other media correctly, billboards can add to your message. But is is tough to communicate an emotional, value added message with a board. but, like I said earlier, any medium will work if given enough time. If you stay with billboards years after years and have a consistent message, you will be successful.

Print
Business journals, trade magazines and newspapers are targeted at an male demographic. The problem is it is tough to generate frequency because business journals are weekly, trade magazines are monthly and newspapers make so much money from car dealers and department stores that it is very costly to have a consistent presence.

This is a very brief overview. In my next article, I will continue this “Looks at the Basics.” I will discuss direct mail, telemarketing, Internet advertising, Yellow Pages and other non-traditional advertising. In the meantime, make sure that your budget is in line with the parameters, have a message that is consistent and separates you from the pack, and do not get too impatient with how you are spending the dollars. As a former president once said, “Stay the course.”

by Ian Crockett, President of Orange Label Art + Advertising

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Branding vs. Brand Development

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BrandingBranding can be fundamentally defined as the constant and consistent use of the components of your image and identity. These components include your corporate colors, graphics, type style and spokespeople. In other words, branding is making sure the logo is always in the same location, the same typeface is always used in printed material, the correct corporate colors are always used and the same spokesperson is in each of your broadcast messages. Brand development, on the other hand, is the uncovering of a distinction about your company and developing communication based on that distinction.

Both branding and brand development are different functions-branding being tactical and brand development more strategic. Each is vital to the long-term, profitable success of any company. However, it is our agency’s observation that companies find it easier to implement branding tactics than to spend the time, energy and effort required for proper brand development. This is unfortunate because without defining what distinguishes your company from your competition, you run the risk of making your company seem generic or just another commodity. Without a point of distinction or difference in your marketing, your message will more than likely be reduced to hardware features and benefits. When this occurs, you are competing with your competitor’s hardware features and benefits, which could lead to reduced margins and lower revenues.

What is needed is a process that will uncover your company’s true distinction-those unique selling points that none of your competitors possess. After that, create a communication designed to accentuate that differentiation. We have found that many times the outcome of this process is either a powerful method of labeling the way a company a company does business or the way it provides service. In other instances, the distinction is embodied in a powerful positioning statement or is found in a character or method of execution that is developed to deliver the marketing message.

Developing Distinction
As an example, several years ago office equipment dealers began to publicize their customer service policies as a way to differentiate themselves from their competition. Making a distinction was necessary because features on office equipment tended to be very similar. However, within months, a majority of dealers were advertising their “great” service and, just as quickly, all of the messages began to sound the same. As we worked with our office technology clients, we found that the key to their success was to uncover just how their “great” service was different and, more importantly, how this message should be communicated.

During our research, we discovered that some of our clients were willing to guarantee their service performance, in writing. With this information, we helped our clients to develop a “label” or “name” for their performance guarantees. The resulting “The Security Blanket” written guarantees were very effective and helped prospective customers to sense and feel that our dealer client had something they could not get from competitive dealers. “The Security Blanket” allowed our clients to approach prospects and customers in way previously unknown. In fact, one client even went as far as to deliver equipment with a real blanket draped over the machines. After a while, salespeople stopped selling great copiers backed by great service and started selling “The Security Blanket.”

More recently, we have assisted clients with labeling the way they do business. “TeamSourcing” for example, became a very successful label. Its power was in the implication that a customer was getting the resources of an entire team, not just one salesperson. Yet, once again, the key factor is not just the name or label, it is the fact that “TeamSourcing” is unique and creates a perception that the dealer has a unique, differentiating quality that adds values to the prospect.

Acquisition programs are another area where office technology dealers have the opportunity to differentiate their business. Because everyone leases equipment and most dealerships have cost-per-copy or cost-per-image programs, labeling your acquisition programs could set your programs apart and help prospects to perceive them as distinct and unique.

While the preceding were examples of brand development, another approach we have implemented for our office technology dealers have-customer testimonials! Using actual written statements from clients, we have designed a method of creative execution that incorporates the use of unscripted comments from existing customers into the most of the advertising. over time, the marketplace begins to identify our client as the dealership with all the happy and satisfied customers. This approach is very successful, yet requires a complete commitment (time, energy and budget) to consistently implement branding tactics.Mapping

Mapping a Course of Action
How can you begin to think about brand development? We use a system called the “Inherent Drama Blueprint” which serves to discover what it is, specifically, that differentiates our clients from their competitors. The trick here is to discern not only what the wants and needs are of prospects and customers (which can best be found through formal market research), but to also ask just what it is specifically that makes a company distinct. This means that our client must take two or three days out of their busy schedule to specifically focus on the company. In addition, our client must involve several key personnel to assist with the process. While this may appear very simplistic, we have found that many office technology dealers are unwilling to go through this process.

The “Inherent Drama Blueprint” has five components that must to be addressed and considered:

  1. Key marketing strategies.
  2. Key audience profile.
  3. The inherent drama of the Company, its products and marketing strategies.
  4. Creative strategies for positioning, key copy messages, motivational benefits to constituencies, and graphic driving force.
  5. Creative execution.

The “Inherent Drama Blueprint” is a useful toll to uncovering hidden or previously unconsidered distinctions of any company. If you are unable to effectively address the five points, get outside assistance to facilitate the process. The benefit of this investment in time, energy and budget could be the difference between becoming a leader in your market or just being one of the competitors that always struggles to grow revenue and net profit.

by Wes Phillips, CEO of Orange Label Art + Advertising

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Welcome!

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Welcome to Orange Label Art + Advertising’s Blog. Currently we’re remodeling some stuff. Please check back soon! Dont forget to check out our homepage for more information.

www.orangelabeladvertising.com

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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OLAA Lands Speech & Language Professional Services as New Client

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NEWPORT BEACH, California (February 5, 2009)—Orange Label Art + Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today its successful acquisition of their newest account, Speech & Language Professional Services (SLPS). The agency credits its innovative team approach to identifying specific client needs and niches based on their Orange ExplorationTM, View from the FieldTM, and identifying “The Juice” – The true essence of a clients’ brand.

Keith and Kelly Thomas, owners of SLPS commented on why they selected Orange Label Art + Advertising as their agency of record. “Our experience with Orange Label has exceeded our expectations. We approached Orange Label to help us take our company to the next level. They presented us with such great creative solutions that we felt they really understood our type of business and objectives. I would characterize Orange Label as professional, creative, and flexible.”

Since announcing the new Orange Label Art + Advertising (OLAA) brand in March of 2007, OLAA has experienced remarkable growth in the Orange County advertising community.  “At Orange Label, our team’s mission is for our clients to lead their marketplaces with an inspired brand and experience a powerful and growing demand for their respective products and services. Our client-driven approach to advertising sets us apart from other agencies,” related Rochelle Reiter, co-owner of Orange Label.

Orange Label will be directing SLPS’s brand launch, which includes new logo, positioning, corporate identity package, trade show strategy, collateral materials and a new website in March 2009.   Their campaign will be targeted to speech therapists, families, and schools in Southern California. One of OLAA’s missions is to maintain SLPS’s reputation and their superior level of attention to children, speech therapists and schools.


ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

ABOUT SLPS

Speech & Language Professional Services has been helping make children’s futures brighter in the community while connecting superior speech pathology professionals with outstanding institutions. Their number one goal is to maintain personal, friendly, and productive relationships with their members. Furthermore, they are committed to providing Speech Pathologists career goals with the needs and expectations of schools, clinics, and parents.

SLPS Print Material rel=”thumbnail”

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Local Ad Agency Wins 2008 MarCom Awards

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Orange Label Art + Advertising Awarded Top Honors by the Association of Marketing and Communications Professionals

NEWPORT BEACH, California (November 13, 2008) – Orange Label Art + Advertising (OLAA), a full service agency and one of Orange County’s longest-standing privately held advertising agencies, has been awarded several prestigious MarCom Awards: platinum, gold and honorable mention by the Association of Marketing and Communication Professionals.

Orange Label Art + Advertising has a received a Platinum award for their work on the Brand Affinity Technologies Print Ad Campaign as well as an Honorable Mention for the logo design. “Working with Brand Affinity Technologies (BAT) on multiple projects, from the beginning has been a collaborative effort. As a new interactive technology-driven media service, BAT’s brand is predicated on innovative messaging and execution. The entire Orange Label team is pleased that our creativity has helped BAT to powerfully establish their brand.” said Alyse Vultee, Integrated Advertising Executive for Orange Label Art + Advertising and lead on the Brand Affinity Technologies account.

For their creative work with San Jose, California based O’Connoer Hospital, Orange Label also received Gold for the O’Connor Print Ad Campaign. “We were able to create a distinc

t identity for O’Connoer with our “View from the Field” market resea

rch technique – which helped us to discover the emotional component of what makes O’Connoer Hospital an exceptional resource for health care services.” said Wes Phillips, CEO.

The MarCom Awards is an international creative competition that recognizes outstanding achievement by marketing and communication professionals. Entries are received from corporate marketing departments, advertising agencies, public relations firms, designers, freelancers and production companies. MarCom awards are administered and judged by the Association of Marketing and Communication Professionals.

There were over 5,000 entries from throughout the United States and several foreign countries.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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OLAA Acquires PacifiCord, A HealthBanks Biotech Company and Verve Wireless, Inc.

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NEWPORT BEACH, California (September 9, 2008) - Orange Label Art + Advertising (OLAA), a full service agency and one of Orange County’s longest-standing privately held advertising agencies, has acquired two new accounts; PacifiCord and Verve Wireless Inc.

PacifiCord, a HealthBanks Biotech Company located in Irvine, California is a private cord blood banking service. For almost a decade, HealthBanks has been a leader in the collection and storage of cord blood. “After careful consideration and evaluation of several agencies, we felt Orange Label best fit our needs. We really liked their process.  They quickly grasped the critical aspects of our business and provided us with a comprehensive marketing communications plan” said Dan Segal, CEO of PacifiCord.

Verve Wireless Inc. a wireless technology developer provides applications and services to publishers and media companies. Using the proprietary Verve Publishing Platform tm, content partners are able to extend their readership onto mobile phones – and other network-enabled devices. “Orange Label clearly identified our needs with a proposal that addressed all of our goals, from time line to content. Their attention to detail and creativity won us over!” said Kendall Marolda, Vice President of Local Market Development Verve Wireless.

“Our team is excited about the opportunities for both clients, we are their marketing partner and intend to creatively contribute to their success” said Rochelle Reiter, Vice President of Orange Label Art + Advertising.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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Local Advertising Agency Hires Two Industry Experts

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NEWPORT BEACH, California (July 22, 2008) – Orange Label Art + Advertising (OLAA), a full service agency and one of Orange County’s longest-standing privately held advertising agencies, has expanded their staff with two new employees.

Stephanie Hamilton, has joined the Orange Label Art + Advertising team as an Integrated Advertising Executive. She received her education from Arizona State University and UCLA. Upon graduation, she has worked for national media/ communication companies like NBC, Primedia and the O.C. Register.

Hamilton has over a decade of marketing and public relations experience. For the last four years her focus has been online/ interactive marketing. Some of her past accounts include, Unocal, Tenet Hospitals and Ultimate Ears.

“Online/ Interactive marketing has continued to evolve to include more than PPC and SEO, so having Stephanie join our team optimizes Orange Label for growth in this area.” said Rochelle Reiter, Vice President of Orange Label.

Jonathon White has also joined Orange Label and will manage the creative department as the new Art Director. Jonathon came to OLAA from an agency in Irvine where he held the art director position. White has over nine years of experience in project management, design and multimedia. The focus for Jonathon’s career objective has been creative management and user experience. He optimizes marketing strategies with clear strategic brand positioning, creative concepting, product development and project scope. His clients have included TNT, MTV, Epic Records, Mazda, Owens Corning and Expedia.com.

A graduate of Wayne State University and recognized for a thirst for innovation, Jonathon empowers his team to leverage on their creative brainwork “His talent is in communicating a company’s brand through creative design. Jonathon has originality in his designs. They stand out and deliver results. We’re thrilled he’s part of the OLAA team.” said Rochelle Reiter.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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CSUF Sales Center Will Prepare Business Students for Success

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CSUF Sales Center Will Prepare Business Students for Successful Careers in Sales

NEWPORT BEACH, Calif. (March 04, 2008) – Orange Label Art + Advertising, formerly Hunter Barth Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, has been tapped to develop an “in-kind” brand platform for Cal State Fullerton’s new Sales Center, which includes market research, logo design, positioning statement and core messaging.

The Sales Center will be located in the new Steven H. Mihaylo College of Business and Economics (M.C.B.E.) and will provide students with a focused curriculum, networking opportunities and training to prepare them for successful sales and sales leadership careers.  In turn, this Sales Center will promote the field of professional selling through teaching, research and providing services to the business community.

This is not the first time Orange Label Art + Advertising has teamed up with California State University, Fullerton.  Orange Label principals frequently participate in the M.C.B.E. Professor for a Day program and were founding members of the Marketing Department’s Honors Networking Program.

“About 75 percent of our employees at Orange Label Art + Advertising are Cal State, Fullerton Graduates,” says Rochelle Reiter ’95, ’00 (Marketing, MBA).  “The caliber of students that graduate from the school is exceptional.  I attribute this to the hands-on, ‘real world’ approach that many of the courses and programs, such as the Sales Center, offer.  In an industry where tight deadlines, creativity and teamwork are crucial, CSUF has been a key resource for us and we’re happy to give back to them as well.”

The Sales Center is scheduled to open in Fall of 2008.  Students will be offered opportunities to participate in sales courses, competitions and simulations and will have the chance to earn scholarships and a certificate in sales.  Internships, career opportunities and a sales fraternity will also be part of the program.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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Recognized for Powerful Radio Campaign at the Third Annual International Davey Awards

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NEWPORT BEACH, Calif. (January 9, 2008) – Orange Label Art + Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is honored to have taken home a Silver Award at the 2007 International Davey Awards for its radio campaign entitled, “Dahill: Winning With Leadership.”

“The Davey Award validates the power and benefit of Orange Label’s IAP™ (Integrated Advertising Platform™.) The ability to ensure that the client’s core marketing message is integrated throughout all media empowers the Orange Label Art + Advertising creative team to generate amazing work,” said Wes Phillips, C.E.O. of Orange Label, “In addition, Dahill is located in Texas and it is a privilege to work with a regional company with the willingness to grow their brand through a celebrity spokesperson (basketball superstar David Robinson) an extensive media mix and a multi-year marketing commitment.”

The Davey Awards exclusively honor the “Davids” of creativity, the finest small firms, agencies and companies in the world. David defeated the giant Goliath with a big idea and a little rock – just as small firms do each year. The annual International Davey Awards honors the achievements of these “Creative Davids” who derive their strengths from big ideas, rather than big budgets and is the leading awards competition specifically for smaller firms.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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OLAA Brings on New Talent

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NEWPORT BEACH, California (October 4, 2007) — Orange Label Art + Advertising, formerly Hunter Barth Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, has expanded their staff to manage recent account wins. In addition to Orange Label’s already eclectic talent pool, OLAA has added five dynamic individuals to the team.

Chris Dore, previously of DNA Artworks in Albert Park, Australia, has been enlisted as a Designer for the creative agency. Renee Ontiveros worked in Public Relations for NASCAR before joining the Orange Label staff as Media Buyer. Alyse Vultee and Kim Chow are recent college graduates from California Polytechnic State University, San Luis Obispo and California State University, Fullerton respectively. They have joined the Account Service team to support Orange Label’s newest accounts. Kimberly Amoroso, a student of California State University, Fullerton, has also joined the staff in support of the Accounting Department.

“We are very fortunate to have attracted such great talent. People and creative ideas are our product and when combined with extraordinary execution, we can fulfill our mission of generating market leadership for our clients,” said Rochelle Reiter, Vice President and Co-Owner.

Since announcing the new Orange Label Art + Advertising (OLAA) brand in March of 2007, OLAA has experienced remarkable growth in the Orange County advertising community. This growth has resulted in the addition of four new clients in recent months including U.S. Bancorp (Office Equipment Finance Services Division), The Tulsa Rib Company, Pro-Dex Inc. and, most recently, Excursion Air.

Chris Dore

Renee Ontiveros

Alyse Vultee

Kim Chow

Kimberly Amoroso

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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OLAA Lands U.S. Bancorp, Tulsa Rib Company, and Pro-Dex Accounts in Single Month

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NEWPORT BEACH, California (August 15, 2007)—Orange Label Art + Advertising, formerly Hunter Barth Advertising, one of Orange County, Calif.’s longest-standing privately held advertising agencies, announced today its successful acquisition of three new accounts in just one month. The agency credits its innovative approach to developing Integrated Advertising Platforms for attracting U.S. Bancorp (Office Equipment Finance Services Division), The Tulsa Rib Company and Pro-Dex Inc. as addition to its already impressive client list.

“We chose Orange Label Art + Advertising as our agency of record because of their powerful creative strategies, online capabilities and media expertise. We felt we needed to take our company to the next level in terms of marketing strategy and Orange Label has the team to do just that,” explained Liz Parker, co-owner of The Tulsa Rib Company.

Since announcing the new Orange Label Art + Advertising (OLAA) brand in March of 2007, OLAA has experienced remarkable growth in the Orange County advertising community.

“At Orange Label, our team’s mission is for our clients to lead their marketplaces with an inspired brand and experience a powerful and growing demand for their respective products and services. Our client-driven approach to advertising sets us apart from other agencies,” related Rochelle Reiter, co-owner of Orange Label.

Orange Label has plans to direct several primary marketing initiatives for each of its new clients, including an office technology dealer “Bundled Financing Package” rebranding strategy for U.S. Bancorp; web and print campaigns for The Tulsa Rib Company; and a new brand platform for Pro-Dex Inc..

ABOUT U.S. BANCORP
U.S. Bancorp (NYSE: USB), with $223 billion in assets, is the parent company of U.S. Bank, the sixth-largest commercial bank in the United States. The company operates 2,499 banking offices and 4,867 ATMs, and provides a comprehensive line of banking, brokerage, insurance, investment, mortgage, trust and payment services products to consumers, businesses and institutions. For more information, visit U.S. Bancorp on the web at www.usbank.com.

ABOUT THE TULSA RIB COMPANY
Tulsa Rib Company was established in 1981 in Orange, Calif. Moving away from its initial fine-dining continental catering, the partners developed their award-winning, delicious ribs for their new restaurant and created their now famous “gourmet barbecue” menu. Today, The Tulsa Rib Company is known as much for its incredible catering as its restaurant’s famous menu. The current owner, Steve Parker, has been a partner/owner of the Tulsa Rib Company since its inception. With his background in restaurant management, kitchen and recipe knowledge, vast catering experiences and overall business management expertise, the company is rapidly expanding to meet its growing demand for their delicious food. For more information, visit www.tulsarib.com.

ABOUT PRO-DEX INC.
With operations in Santa Ana, Calif. and Beaverton, Ore., Pro-Dex Inc. designs and produces products serving the medical, dental, factory automation and scientific research markets. The Company’s strategic focus is to get customers to market faster, at a lower cost and with a higher quality product. Pro-Dex Inc.’s products are found in hospitals, dental offices, medical engineering labs, scientific research facilities and high tech manufacturing operations around the world. Pro-Dex Inc. is a company based on the concept that everything done should create value: value for customers, value for suppliers, value for employees and value for shareholders. For more information, visit www.pro-dex.com.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit www.OrangeLabelAdvertising.com.

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OLAA Honored For “Distinctively Different” Campaign

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Orange County Advertising Agency is recognized by the 4th Annual Service Industry Advertising Awards and the 2007 International Hermes Creative Awards

NEWPORT BEACH, California (July 26, 2007)—Orange Label Art + Advertising, formerly Hunter Barth Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is proud to add five more awards to its growing list of creative acknowledgements. Orange Label Art + Advertising received two Gold Hermes Creative Awards for the three-part magazine advertising campaign entitled, “Distinctively Different” for its San Diego based client Mortgage Capital Management. Orange Label was also awarded a Bronze Award at the Service Industry Advertising Awards (SIAA) for the magazine campaign, a Merit Award for the third ad in the series as well as a Merit Award for the “Distinctively Different” brochure design.

The exciting and creative “Distinctively Different” Campaign features daring and adventuresome Mortgage Capital Management (MCM) clients who enjoy taking risks in their personal lives, but not with their mortgage risk management pipeline. The ads, using real MCM clients surfing in Fiji and racing motocross bikes, were featured in several industry related publications.

“Our creative staff is honored to be recognized for their efforts. Plus, we are fortunate to have a client like MCM that is willing to invest in building their brand and being a marketplace leader,” said Wes Phillips, C.E.O. of Orange Label Art + Advertising.

Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards recognize outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals.

The SIAA Awards was initiated in 2003 to recognize the advertising excellence of the service industry. A national panel of judges reviewed every entry for execution, creativity, quality, consumer appeal and overall breakthrough advertising content.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about

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Scholarship Recognizes Top-Level CSUF Marketing Students

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Annual Paul Barth / Orange Label Scholarship recognizes top-level CSUF marketing students with high potential for success and achievement

FulertonNEWPORT BEACH, Calif. (May 30, 2007)—Orange Label Art + Advertising, formerly Hunter Barth Advertising, one of Orange County, California’s longest-standing privately held advertising agencies, is proudly establishing an annual scholarship fund for California State University, Fullerton Marketing Students.  The Paul Barth / Orange Label Scholarship, as it will be known, has been created in honor of the agency’s original founder, Paul Barth.   The $1,000 annual scholarship will recognize and honor students with a strong indication of potential for success and/or achievement in the Advertising and Marketing Industry.
Current Orange Label Art + Advertising principals and founder Paul Barth will make the final selection from each year’s candidates of junior and senior level marketing majors.  Each candidate must have a 3.5 GPA or greater and submit a creative one page summary of their merits in order to be considered.  A personal interview may also be required.

Paul has an amazing ability to capture the essence of a client’s brand and bring it to life with a creative strategy that produces a long-term ROI for clients.  Paul’s energy and commitment to great creative created a space for our team to grow and learn.  We would like to offer this same opportunity to excelling Marketing students at CSUF, said Vice President and Co-Owner, Rochelle Reiter.

Orange Label Art + Advertising helped to found the CSUF Marketing Honors Networking Program and continues to actively participate as a Founding Sponsor each semester.  Co-Owners Ian Crockett, Wes Phillips and Rochelle Reiter each graduated from Cal State, Fullerton and return frequently to participate in the university’s Professor for a Day program.  In addition to the owners, half of the Orange Label Art + Advertising staff are Cal State, Fullerton alumni.  In 2006, President Ian Crockett joined the Cal State, Fullerton faculty as a professor of Advertising in the Communications department.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. Orange Label Art + Advertising is the industry leader in document imaging advertising and works with both large regional dealers and major international manufacturers. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit http://www.orangelabeladvertising.com/.

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Hunter Barth Changes Name to Orange Label Art + Advertising

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Re-Branding Strategy Draws Upon Orange County, Calif. Heritage,
Vice-President of Business Development Rochelle Reiter Takes Co-Ownership Role

NEWPORT BEACH, Calif. (March 14, 2007)—Hunter Barth Advertising, one of Orange County’s longest-standing privately held advertising agencies, announced today that after 35 years of service it is changing its name and brand to Orange Label Art + Advertising. The company’s re-branding shift was coordinated in response to an internal desire for greater identification with the marketing heritage of Orange County, Calif., in which citrus growers utilized crate labels as artistic marketing tools and as promotion of area-specific advertising messages. Rochelle Reiter, the agency’s vice-president of business development, has announced plans to take on a co-ownership role that coincides with news of the company’s name change.

Throughout our 35 years of operation, we’ve been synchronized with the identifying characteristics and qualities of the region—namely, lifestyle, energy and innovation, explained Ian Crockett, president of Orange Label Art + Advertising. The move to Orange Label Art + Advertising reflects our success with clients where our team incorporates those qualities and uses an inspired mixture of art and advertising to create a powerful brand.

Crockett, along with Reiter, suggest that the re-branding will position the agency for a unique opportunity in which their team can blend direct response expertise, media savvy and creativity to develop integrated marketing solutions and measurable results for clients. In an increasingly volatile and demanding industry, such as advertising, the agency’s passion is using their creative instincts to unlock the “essence” of a client’s brand to accelerate the client’s cash flow, revenue streams and marketplace leadership —goals that honor the vision and heritage of early Orange County growers.

When California’s citrus growers began teaming up with lithographers to create colorful crate labels back in the 1880s, they were using the labels as advertising posters to differentiate themselves from their competition, said Reiter. In that same vein, the new brand of Orange Label Art + Advertising will provide effective identification and differentiation. Just like the growers, who gained instant brand recognition in situations that required split-second decision-making, we’re poised for the same.

ABOUT ORANGE LABEL ART + ADVERTISING

Orange Label Art + Advertising, formerly Hunter Barth Advertising, is one of Orange County’s longest-standing privately held advertising agencies. Founded in 1972, the agency currently represents clients from across the United States, in a broad range of specialties. Orange Label Art + Advertising is the industry leader in document imaging advertising and works with both large regional dealers and major international manufacturers. The agency principals are Wes Phillips, Ian Crockett and Rochelle Reiter. Key differentiators for the company include its ‘Orange Exploration’ approach to fact-finding, powerful ‘View from the Field’ research technique, and ‘The Juice’ different-and-better client branding method. For more information about Orange Label Art + Advertising, visit http://www.orangelabeladvertising.com/.

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