Sally Cooper Smith, Author at Cooper Smith + Company

Grow With More People, Not More Business

Grow With More People, Not More Business

A lot of business owners say they want our marketing expertise because they need “more business.”

The fact is, often they can’t handle more business.

As a rule, marketing brings leads, not sales. Someone is going to need to qualify and close those leads. If you don’t have manpower to follow-up quickly, those prospects will grow cold or worse yet, buy elsewhere. (Then your competitors will send you thank you notes for spending on marketing that builds their business.)

If you have sales in place but customer service or fulfillment is lacking you risk creating a disgruntled customer and losing any future revenue their repeat business might bring.

Do yourself a favor. Hire first. Build your operations into a fine-tuned machine. Then launch your fierce marketing efforts. Your leads will convert more quickly, and customers will be happier—and THAT will bring more business.

Grow With More People, Not More BusinessSally Cooper Smith2018-05-07T21:02:00+00:00

All About Paper

All About Paper

We love paper. After nearly 25 years of business, and countless print projects, we can confidently recommend the best paper for each project. We work closely with paper suppliers and our local printer partners to choose the perfect paper. Beyond color, you’d be surprised how many versions of “white” there are. Here are the basic paper stock options to consider.

Paper Weight

Text – Text weight stock is the weight of standard printer paper. It is used for letterhead, handouts etc.
Cover – Cover weight stock is thicker, and similar to what a file folder is made from. It is used for things like postcards or business cards.

Paper Texture

Smooth – Both coated and uncoated paper can have a smooth finish
Matte – Non-glossy, flat looking paper with very little sheen
Satin – Colors will be sharp and vivid, but the finish is less shiny with a lower gloss level
Glossy – Glossy paper makes photos pop and colors more vibrant, and has a high sheen

Paper Coating

Coated – Coated paper make details sharper and colors denser. Coating can be matte, dull or glossy, and paper can be coated on just one side. Applying coating makes paper difficult to write on.
Uncoated – Uncoated paper is used for stationery, envelopes, and other projects you intend to write on. This is the easiest paper to write on because it absorbs ink.

Eco-Friendly

If your company is interested in reducing its environmental footprint, we can source recycled paper made from post-consumer waste, (from 10% to 100% recycled), and can request soy-based ink for your projects.

“Non Paper” Paper

There are several printable plastics and fiber-based papers available that are moisture and tear resistant. They’re often used for menus & envelopes, or in place of printing techniques like lamination.

A printed brochure, business card, or mailing is a chance for you to provide a tactile experience to your customer. Choosing a unique or high quality paper stock can really help your print piece stand out.

All About PaperSally Cooper Smith2018-05-07T21:01:09+00:00

Repurposing Video Content

Repurposing Video Content

So you did a really interesting expert interview on Facebook Live, and it got fantastic engagement from your followers. Now you want to share that message with a larger audience. Great idea! Here are a few ways that you can stretch that content even farther:

1. Add Your Brand Visuals

Download the raw video from Facebook, then send to your videographer. He or she can add your logo and branding, plus make any simple edits necessary. Then upload to either Vimeo or YouTube so it’s easier to share.

2. Make A Podcast

Strip out just the audio, and turn that into a podcast. You can do this with iMovie or a free online audio converter, or you can work with your go-to videographer. You can also edit out any “um’s” or other unnecessary content.

3. Create A Blog Post

Transcribe the interview yourself, or send the video to a transcription service. Then, turn the interview into a blog post.

4. Craft An Email

Write an email to promote the video and include a link to Vimeo or YouTube. Or, write an email that promotes the blog/podcast version of the content and link to that.

5. Create a Facebook Ad

You can either boost the original Facebook Live post, or use the video to create a new Facebook ad. Be sure to think through your goals and call-to-action.

6. Create A Shorter Version

Clip out the best six to ten seconds of the video, and create an Instagram post. Or create a GIF that you can run in a promotional email.

7. Integrate Into Your Website

Feature the video on your website, or use it on your pop-up/squeeze pages.

Content creation can be time-consuming, so when you have something that excites your audience, make the most of it! Be sure to use one (or more) of these ideas on repurposing video content to stretch that content gold.

Repurposing Video ContentSally Cooper Smith2018-05-07T21:06:54+00:00

Conversations with Computers – What You Need To Know About Chatbots

Conversations with Computers – What You Need To Know About Chatbots

Common marketing wisdom says go where customers are hanging out. More and more, consumers spend time in messaging apps like Facebook Messenger and WhatsApp.

In fact, research shows consumers are using messenger apps even more than social media, with more users on messaging apps than on Facebook, Twitter, LinkedIn and Instagram.

Capitalizing on this fact, conversational marketing has popped up in the form of chat bots. A quick chat with a bot provides a really easy way for users to order a pizza or find the perfect shade of lipstick.

Chat bots are programmable computer software that can have a conversation. Bots are primarily used for customer service or information searches, and are widely in use. Brands like Sephora, Disney, Domino’s, AirBnB, H&M, and Spotify have all made chatbots part of their marketing mix.

Of course, there are limits to what chat bots can do. Chat bots can’t completely replace the need for human interaction:

“Bots cannot feel or think or intuit in the same way as people do. They can’t think creatively or display emotional intelligence….the purpose of AI assistants and bots is to enhance the human experience, not replace it.” – ETIENNE MÉRINEAU, Venture Beat

Still, chat bots provide an opportunity to engage with customers, and are a major cost savings. Setting up a call center with real people to operate chat sessions isn’t affordable for most businesses. Chatbots are cheaper than hiring real people, and can be used for routine customer service conversations.

Interested in developing your own chat bot?

Custom bot development costs vary based on how many bots you need and the anticipated number of interactions. Costs to create a simple bot start at $5,000 (plus ongoing monthly maintenance fees), while a more robust bot can cost more than $100,000. Or, you can create your own chatbot with tools like Bot Framework from Microsoft, the bot developer tool from Facebook, or Chatfuel.

So, do you need to invest in building a chat bot right away? No, but it’s definitely something to consider in your long-term marketing planning. By 2020, 80% of businesses want to use chatbots.

Conversations with Computers – What You Need To Know About ChatbotsSally Cooper Smith2018-05-07T21:09:47+00:00

More Than A Theatre

More Than A Theatre

Theater or theatre? “Theater” is the common spelling in American English, while “theatre” is used pretty much everywhere else. We’re in America, yet around our office we’re used to “theatre.” Why? Because of our nearly 10-year relationship with the Des Moines Community Playhouse. They prefer the more worldly “theatre” spelling of the word, and now it’s in our brains that way!

The Playhouse is a community institution in central Iowa. Founded in 1919, it is the oldest continuously operating theatre in Iowa, and one of the largest community theatres in the nation. Over 70,000 attendees visit the theatre for over 200 performances each year on the Mainstage and Kate Goldman Children’s Theatre. More than 2,000 students participate annually in theatre classes, workshops and summer camps. And, over 4,000 underserved children experience theatre with complimentary tickets.

To make it all happen, 1,700 volunteers are involved each year as stagehands, costume designers, and set designers, giving 75,000 hours.

We have the privilege of being on the team that makes all of these wonderful theatre experiences happen. Sally serves on the Des Moines Playhouse Marketing Committee, and our agency has done design work for the theatre for almost 10 years. We support all of their efforts, including season and show promotion, advertising classes and workshops through their education department, website support, and fundraising.

BRANDING

We started working with the Des Moines Community Playhouse in 2008, when we used our Persona Study process to develop a brand-new and award-winning logo for the theatre. We have continued our work as “brand shepherd”, making sure all new building signage, print materials, advertising, and any other elements are in step with the Playhouse identity & voice.

“The highest compliment we receive, and we receive it often, is when someone tells us they recognize Playhouse materials,” said Lee Ann Bakros, Playhouse marketing & public relations director. “Cooper Smith very smartly developed a look that conveys theatre through the use of a stylized curtain in our logo and red curtains in our print materials. The look is classy, and incorporates photos from shows and classes wherever possible to convey the quality and fun that guests associate with the Playhouse.”

WEBSITE REDESIGN

In 2014 and 2015, we worked with the Playhouse team and eWay Corp on a complete website overhaul. The goal was to make the site responsive, but we also wanted an intuitive user experience. To make ticket purchasing seamless, we also added a page skin and header to the Ticketforce page to keep a cohesive look and feel. (When buying tickets, customers go to a separate page run by the ticketing platform Ticketforce.)

SEASON & SHOW PROMOTION

Our work each season begins with season ticket promotion. We help design mailing campaigns for season ticket holders and campaigns to attract new subscribers. We also develop show logos, all designed to reproduce well at a glance and from a distance on window graphics, and in all other print & digital promotions. Throughout the season we design posters, ads, mailers and other assets as needed, and we manage Google & Facebook advertising campaigns.

EDUCATION

The Playhouse Education Department helps students explore theatre and fosters an appreciation of the arts. We work with the staff on print and digital promotions for Friday Funday and Second Saturday events, school matinees, and other classes & workshops. In addition, we also design the Playbill Jr., a kid-friendly playbill for children’s theatre performances.

DEVELOPMENT

As a non-profit, fundraising efforts are critical to Playhouse operations. For Act 1 of their capital campaign, we designed recognition banners, email headers, pledge forms, event invitations, and a 16-page booklet. This phase of construction required over $4,600,000 in donations. Improvements included the new 42nd Street lobby and updated main lobby, new signage, among many other updates. We will produce similar assets for Act 2 of the capital campaign, which will require an additional $4,500,000. This phase of renovation will include an overhaul of the Mainstage auditorium, ADA and safety improvements, upgrades to the education and volunteer areas, plus mechanical and safety systems updates.

MAJOR MILESTONES FOR THE DES MOINES COMMUNITY PLAYHOUSE

The 2018-2019 season marks 100 years for the Des Moines Community Playhouse. We’re preparing for the celebration with a special “100th anniversary” version of the logo. This will be used on letterhead and other branded materials throughout the season. The theatre is celebrating with “Countdown to 100” performances, featuring flashbacks through Broadway and Playhouse history. We’ve designed the promotions for each of these events. Finally, the Playhouse team also has an Anniversary Gala and 100th Birthday Party in the works.

We are pleased to be one of the corporate partners of Des Moines Community Playhouse. This organization is key to the cultural landscape of our community, bringing great theatrical and educational experiences to central Iowa. We look forward to the next 100 years of community theatre in Des Moines!

More Than A TheatreSally Cooper Smith2018-05-07T21:14:42+00:00

Content Management Systems: WordPress Security

Content Management Systems: WordPress Security

Every now and then I get a client who, citing security risks, objects to the use of WordPress for their custom website project. And I don’t blame them! With the scary headlines about WordPress hacks, I can understand being leery of the WordPress platform. So what do I think about WordPress security?

The facts are this: WordPress is the most popular content management system (CMS) for a reason.

It is open source, meaning it’s free, and is very easy to use and update on the front end. And with countless themes available, it’s easy to get the look and functionality you need without any coding knowledge.

Nearly 25% of all sites are WordPress, which makes the platform a bit of a target. But because it’s the largest, it’s also the best supported. WordPress developers are very diligent, and patch their code whenever a vulnerability is discovered.

Therefore, frequent updates are issued for WordPress security, along with its many plugins and themes. One of the keys to website security is regularly installing these updates. A site becomes vulnerable to attacks if ignored for even a short period of time. In addition to updating your plugins, there are many other things you can do to harden your WordPress website security. Check out “The Ultimate WordPress Security Guide – Step by Step (2017)” for more ideas.

PRO TIP

For added peace of mind, we like the Wordfence Security plugin. This plugin prevents sites from being hacked, blocks potential threats and brute force attacks, and helps you recover from a hack if one ever happens. There is a free version of the plugin available, or you can buy a Wordfence Premium license for $99 per year. The Premium version gives you access to mobile sign-in, premium support, and other features.

BOTTOM LINE FOR WORDPRESS SECURITY

With the proper precautions, WordPress is very secure. One of the top precautions is regularly updating your website plugins. Not willing to do regular maintenance on your website yourself? Unsure of your DIY skills? Hire a pro to do it for you. Website security is not something to take lightly. Recovering from an attack is a huge headache, and can take weeks, or even months to fix. Even worse, your brand’s reputation will be majorly tarnished if a customer discovers your site has been hacked before you do.

Content Management Systems: WordPress SecuritySally Cooper Smith2018-05-07T21:16:17+00:00

Strategy for Solopreneurs

Strategy for Solopreneurs

Like many of our clients, Sheree Clark is a consummate entrepreneur. She spent the first 25 years of her career running an advertising agency, then studied nutrition, became a certified raw vegan chef, and is now a healthy living coach with her business Fork in the Road. Her no-nonsense straight talk and irreverent sense of humor have earned her a fiercely loyal following of clients and email subscribers from around the world.

When Sheree started her business, she was most passionate about teaching the benefits of raw food and nutrition. But as she’s worked with more and more clients, she’s recognized the need for healthy life coaching and lifestyle support, which she provides in one-on-one and group coaching sessions for women ages 40+. As Sheree continues to hone in on her niche audience, we’ve helped fine-tune her message and brand. This year, she has been laser focused on list building, lead generation, and lead nurturing, with huge results.

“My business model has done a complete evolution since 2009 when I started working with Cooper Smith & Company, and I can honestly say I would not be in the solid place I am now without their help. The expert guidance I’ve received over the years has been priceless.”

Our work with Sheree touches nearly all aspects of her multi-faceted business, including strategy and design for her email newsletter, expert interview series, social media, website, speaking engagements, and other special promotions.

We look forward to supporting Sheree as she continues to grow her business, and helps clients figure out “what the fork” to do with their lives!

Promo Banner for Video Series

Lightbox Pop-Up on Website

Email Newsletter Template

Strategy for SolopreneursSally Cooper Smith2018-05-08T15:38:25+00:00

Where Small Budgets Die

Where Small Budgets Die

We get a lot of clients who see a really cool die cut, fold or finish in their mailbox or at a tradeshow, and want to include something similar in a project.

Special finishes can add big impact, but they require extra production time and quite a bit more budget than you may expect. To avoid sticker shock (especially if you tend to print small quantities like many of our clients), read on to learn more about what it takes to make some of our favorite fancy finishes happen, and when to consider finding the budget for that extra pop.