When you set a high bar, as we did with the Road Trip campaign, you need to keep in tip top shape (and maybe do a little pole vaulting training) for the next challenge. In 2022, ARCIFORM asked us to jump into a new, out-of-box campaign. We asked, “How high?” They said, “We want to get our story out there; we want people to see our work and we think that will sell itself.” We put on our marketing hats and thought about all the marketing avenues we could take. After a while we doffed those hats. Looked at each other. And decided, “Oh, heck, let’s not market them.”
WELCOME TO MOM'S STORYTIME
Formerly “blogs,” but what a blah sound blogs has! At SBD we know that telling visual and verbal brand stories is the most powerful tool in our bookshelf. Gather 'round, read some of our stories. We look forward to creating great brand stories for you!
In 2022, ARCIFORM asked us to jump into a new, out-of-box campaign. We asked, “How high?” They said, “We want to get our story out there; we want people to see our work and we think that will sell itself.” We put on our marketing hats and thought about all the marketing avenues we could take. After a while we doffed those hats. Looked at each other. And decided, “Oh, heck, let’s not market them.”
Instead, we decided to tell inspiring stories about them and their beautiful work. Iconic Magazine was born! Iconic doesn’t look like an ad, sound “adsy” or put people off as ads sometimes do. In fact, Iconic doesn’t try to sell anything to anyone. It just tells great stories – in pictures and words – about fabulous remodeling jobs done by very cool folks. We produced three issues each in 2022 and 2023, and are continuing into 2024. It’s a gorgeous engaging, online magazine, designed by SBD and created in Issuu, which lets the reader flip through the pages and delivers a physical magazine feel.
Everybody loves stories, especially if they have happy endings. So Iconic’s readership grows and grows, with nearly 17,000 impressions and 5,500 reads as of this writing. More importantly, ARCIFORM receives hot lead calls from readers who “loved what they saw” in the magazine. The stories do more than any ad, social post, email or mail campaign could do – not that we don’t use those tools to market Iconic. And it does it all without ever saying, Call Now! Or, this special deal won’t last! As the old adage goes, Iconic shows, it doesn’t tell. So it fits the bill – it does all the work of “normal” marketing without feeling like marketing. As with the Road Trip, it invites readers to live vicariously in others’ remodeling adventures, and then perhaps take the adventure themselves. With ARCIFORM, of course.
