OUTSIDE THE MARGIN

Recent articles/blog entries (IR Alert and IR Web Report) have been quick to comment the attempts by companies to produce and publish an on-line annual report. 

I’ve noted a couple of common criticisms:

• Reading the annual report on-line
• Access to historical data (spreadsheets)

I’ve been observing the praises and criticisms for quite awhile, so recently I decided to take a look at some new tools that might address these issues.

#1: Reading the annual report on-line. Get over it – reading magazines, e-books, reports, etc on-line is here to stay! Printing 10,000+ 40-page glossy reports and distributing to a mailing list is [very] expensive. E-reader devices like the Kindle have changed publishing FOREVER. And, as the New York Times reported this week, the use of mobile devices (Blackberry, Palm and iPhone) are gaining as e-readers with the introduction of new applications.

#2: Access to data. I would agree with this wholeheartedly; but back in the ‘olden days of printed reports; how did an analyst get the data to feed into his models? I suppose a publicly traded company could offer separate links to spreadsheets along side the links to PDF, 10-K on their websites; but wouldn’t that defeat the strategic purpose of producing an annual report for marketing and investor relations.

New technologies are coming on-line everyday and I’ve a few recommendations like SlideShare & Issuu purely as an distribution channel for long-tail search.

Keep it simple.

I have several documents on my Issuu account and see the platform being used by corporations and publishers everyday with a record half a billion page views last month. A $20/month professional account is a bargain to gain access to statistics for my clients. New features have recently been introduced that would allow me to add links to external files, links, etc.

A hybrid solution. What if…

• You could incorporate links in the annual report to external sources?
• The design/content of the report was not fragmented by HTML?
• What if a company could offer download and/or print-on-demand options?
• What if you could include a lead generation contact form with the annual report?
• How about an embedded video or audio?

This is possible. Not only could we use the Issuu platform. Additionally, I’ve been test flying Zmag’s technology and they have been kind enough to host one of my samples. This report for a local county agency is very straightforward, but the possibilities exist, I think, to produce an annual report that would diminish the naysayers at least until next year. Click the image below to see it in action.

As you’re wrapping up the recent earnings cycle and move into end-of-year planning make sure you contact me to discuss this in detail, put together a budget and reverse schedule the report.

Tags: annual report, Ebooks, investor relations, PDF

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Earlier this month SlideShare announced “SlideShare Business“, a new section with two paid services: LeadShare and AdShare. I’m going to focus on LeadShare.

I’m confident that many investor relations practioners have been reluctant to utilize many of the tools/outlets available in Web 2.0 because they don’t see the value.  The value is ‘essentially’ the delivery of information.

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Tags: annual report, investor relations, lead generation, presentation, quarterly earnings, SlideShare, web 2.0

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I may have mentioned in previous posts that I’ve been producing PDFs since the process became available. PDFs have literally changed the way we all do business.

Lately, I’ve been exploring how to make the PDFs I create for you (and your clients) to the next level.

Beginning today, I will verify that I’m able to upload your document to my Issuu Bookshelf.  Since I have a professional account, I’m able to provide you with a direct link to the publication and monthly statistics. You may even embed a link on your own website/blog. Please note that this platform does not include the ability to create forms for list building.

Case Study: Rod Tops

I designed this brochure for the Rod Tops in late 2007. The company manufactures convertible top systems that fit 1930s-era Ford Roadsters. Immediately following the brochure we embarked on a website remake and included thumbnail and link to the ‘page flippin” brochure. Rod Tops also uses a link in email correspondence. Additionally, I’m able to feedback monthly statistics and as you can see a majority of views for their brochure are referral from their own website.

Tags: Ebooks, investor relations, issue, online view, PDF, PDFs e-books

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First, I want to dispel the myth that social media is about connecting with high school classmates or former girl (boy) friends. There are hundreds of articles (aka blog posts) that define social media as a communications vehicle. It is simply:

Social = Conversations + Media = Platform.

Here’s a link to a terrific (and lengthy) article on TechCrunch by Brian Solis, with an in-depth look at integrating social media into a public company’s disclosure pipeline under RegFD guidelines.

Essentially, we’re talking about incorporating a [new] disclosure channel into your pipeline. One of the comments in the TechCrunch article by AGORACOM caught my attention:

“…The medium doesn’t change a thing. 20 years ago we mailed letters, then came faxes, then came e-mail, then came websites and now we’ve seen the advent of social media. During this entire period, we’ve had investor conferences.”

So, how can you add these newer tools to your IR pipeline?

You could handle each individually – which would be very time consuming. This might include: Corporate IR blog entries for events, announcements, press, etc . And, posting presentations to SlideShare, DocStoc, YouTube, etc. Individual Tweets about each announcement.

What if you had a singular content management platform that offered the Investor Relations Executive the ability to handle this easily? And, what XBRL?

I’ve been reviewing Q4Web Systems platform for the past few months. This post is NOT a paid endorsement; but rather the discovery of a fresh method of handling the intricacies of the Investor Relations portion of a corporate website. Overall, I think the Q4 Web Systems is a content disclosure management system.

Basically, it’s a powerful ‘self publishing’ IR website PLUS social media & XBRL.

The company boasts:
• Integrated IR best practices
• Securities legislation requirements
• Automated workflow (content management)
• Disclosure process
• Detailed audit trails

• Content packages include releases, calendar of events, presentations, stock quotes/charts, annual reports, etc.

Here’s what I think distinguishes Q4 from some of the other platforms – TOOLS:
• Investor kits
• Email alerts
• RSS feeds
• Annual Report requests
• Social Media integration w/ Facebook, Twitter, etc.
• Send page feature by email, instant messenger, SMS (cell phone)

For more information, check out the Q4 Web Systems website: http://www.q4websystems.com

Tags: best practices, corporate website, investor relations, IRO

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I clicked on a link this morning titled “Five Things You Can Do NOW to Make Christmas 2009 a Success”; silly me.. I thought I’d be reading a business marketing post.

Back in my corporate days (years), I used to receive some of the most amazing and memorable gifts from vendors and clients. Marketing agencies usually had the most unique and wittingly designed pieces — typically calendars.

This is an opportunity to acknowledge the business relationship during throughout the year and nurture that relationship into the new year.

Review your list. If your list is 100s or 1,000s; review it. Can it be segmented? For example, are some on the list carry-overs from previous years? Some prospects? Long-standing clients/vendors?  If your list can be segmented, you’ll be able to tailor your message for each group.

Establish your budget for the type of gift and delivery method. Gift products vary in price for type and quantity.

Reverse scheduling. Naturally, you’d like your gift to arrive before December 31st. Your schedule should take into consideration:

• Delivery method: Which service will you use?  (USPS, UPS, FedEx, email, personal delivery)
• Production: How long will it take to produce?
• Create: How much lead time will you and your designer need to creative, review, and proof?

Need ideas? Now is the time to start jotting your gift ideas down. These might include a customized calendar, photo mug, customized bookmark + favorite business book, calculator, multi-purpose tool, iPod skin, and more.

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This morning I was uploading a couple of portfolio samples to my Issuu platform concentrating on e-books (aka e-reports). These are the types of documents I have designed for decades. While I cross-referencing one of the e-books, I found an updated report on the client’s IR website.

I was absolutely SHOCKED! Someone, presumably in-house, had taken my design and attempted to re-create it MS Publisher. I’ve used Publisher and it’s for amateurs, why?  Frankly, it’s MS Word with cheap lipstick.

The software issue aside. The design experience I bring to each project pales in comparison to this in-house version.

• Compelling front page layout combining graphics and copy
• Strategic use of call outs
• Graphs/charts to emphasize message
• Font selections to improve “readibility’
• Overall use of page size to move reader through document

Design Is An Investment

E-books have quickly become a very powerful marketing tool in today’s strategies, regardless of industry. Since my specialty has been financial communications I’ve learned the importance of having a well written and designed e-book can provide validity for any company.

I’ve spoken before about how poor visual presentation of e-books/e-reports has turned me off from reading the document (really become upset if I paid for the report). Investing in a graphic designer to layout your e-book is money that can have a valuable ROI. My PDF library contains hundreds of documents in a variety of categories: marketing, self-promo, social media, design-related publications and others that I reference from time to time.

If e-books are a cornerstone of your marketing campaigns then the document should be designed and branded as part of the company’s overall identity.

Tags: "graphic design" "brochure" "fact sheets", Design, investor relations, Marketing, PDF

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In honor of this week’s 5th Traverse City Film Festival (7/29 – 8/2) I wanted to examine the artists  who create movie posters. Designing a poster may seem like a simple project for some designers; but consider: use of negative space, inclusion of necessary copy/text, color, legal and/or studio requirements, egos of directors, producers, actors and more.

Since the Traverse City Film Festival is showing over 100 movies this week, I decided to ‘focus’ on the movies running on the gigantic inflatable screen at the Open Space (free) each evening, weather permitting.

“Men In Black” (1997) The poster was designed by Pulse Advertising whose website states quite simply, “Movies can stimulate our emotions. Movie marketing is the business of identifying and selling [those] emotions.”

“Close Encounters of theThird Kind” (1977) Oddly, I was unable to locate the artist’s name or agency responsible for this poster, however I suspect that the computer graphics department who worked on the technical effects may have contributed to the design.

“Hair” (1979) Poster designed by Bill Gold who has had an extensive career spanning decades designing movie posters, here are just a few: Cool Hand Luke, Diamonds Are Forever, Bonnie and Clyde, East of Eden, The Sting, Mystic River and many more.

“The Goonies” (1985) Poster designed by Drew Struzan, a distinguished artist who began his career creating album covers for Alice Cooper, Beach Boys, Black Sabbath and many more. His talent soon shifted to movies when he illustrated the re-release of Star Wars in 1978. His portfolio also includes: Bladerunner, Risky Business, and Hellboy.

“Big” (1988) Poster designed by Bemis Balkind. Locating full profile on this agency returned very little. Their portfolio includes: House (TV series), Desperately Seeking Susan, All That Jazz, Ground Hog Day, Office Space and many other recognizable titles.

The Open Space schedule of movies is as unique as the creative style of the posters. Each poster design  could be examined for use of design principles.  I’d like to conclude that posters are a multi-faceted marketing piece that can easily transcend a “point of purchase” marketing objective. During my initial research, I was facsinated by poster designs dating back to the birth of the movie industry in the United States keeping in mind that the early posters were illustrated by hand, including the type and printed using lithography.

Reference: http://www.impawards.com/index.html

Tags: Design, movie posters, poster, Traverse City, Traverse City Film Festival

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Right now, we’re mid-way through the week long “National Cherry Festival” here in Traverse City.  This also corresponds with a logo project for a local company which, of course, has ‘cherry’ in its name. Needless to say, “it’s the pits at my office this week“.

I was walking through the vendor booths last night with my family and was amazed at the innovative way companies use cherries. From edible food-stuffs to flip-flops!  I got me thinking about color… the pursuit of cherry red. So I did a little research this morning.

Simple search using “cherry”:

• Google: 102 Million images
• Flickr: 890,087
• iStockphoto: 15,469
• Adobe Kuler: 621 palettes
• ColourLovers: 120 palettes
• Pantone: 3 references

My desktop dictionary has one entry: a bright or deep red color.  What? How can it be both?

Thus the incredible range of color, images, illustrations and visual cliches in my search results. I was focused on a defined range of color associated with “cherry”.

Being completely disappointed that Pantone didn’t produce more results since it is a highly regarded reference. (Bet I could find a paint swatch at my local home improvement store described as cherry.)

Flickr returned some amazing images ranging from cooking aprons to lovely lades. The image above for me represents the depth of color I’m seeking.

So many of the images, color palettes and illustrations use a bright “stop sign” red.  When was the last time you were ready to put a bright red cherry in your mouth.  Isn’t a cherry more like the color of wine?

Here’s a palette by “CheshireCat” I located on ColourLovers which I think demonstrates the range of color we might normally expect and validates my logic that like so much, color is interpretative.

Tags: #NWMI, cherries, cherry, color, colourlovers, kuler, pantone, Traverse City

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I’ve intended to do a desktop calendar image for quite a while and there’s no better image for summer this image of South Manitou Island’s Lighthouse by Dominic.

South Manitou is located off the shores of the Leelanau Peninsula in Northern Michigan. The lighthouse was recently re-light after a restoration.

The desktop calendar is available for download via my Flickr stream. Please, no re-distribution.

Tags: calendar, dominic sondy, leelanau, michigan, northern michigan, south manitou

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