Route2 Advertising

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Myths and Misconceptions

Myth: My business is too small to afford an ad agency.

Small companies solely focus on what they have to pay for developing and placing their ads, and forget about the sales those ads will bring in. Good advertising makes you much more money than what you spent on it. Some small companies try to cut costs by doing the work themselves when in reality they either do not have the skills or knowledge to create the type of advertising their business requires or they simply do not have the time.  In many cases, however, the owner may need a website or print material so his grandson’s best friend says he knows someone who knows someone that can get the job done. What usually happens is the “someone” doesn’t deliver in a timely manner or the quality of the work isn’t what you expected. If mistakes are made then the owner doesn’t feel comfortable enough to communicate any issues or concerns with that “someone” because there was no real relationship built during the process and it’s through a third or fourth party.


There are several reasons why advertisers use an advertising agency for a portion of their advertising. In some cases using an agency reduces the cost of advertising, since the agency does not require many of the fixed expenses associated with internal advertising departments. Agencies are typically staffed with individuals who provide a degree of creativity & objectivity that is difficult to maintain in a corporate advertising department.

An agency has buying power because we buy for many clients at one time. Most media has a commission built in for agencies so placing through an agency doesn’t cost the client any extra.

Typically advertising budgets should be 2% of your sales, but you can choose to raise the percent. (5% for start-ups or an especially aggressive marketing campaign).

By learning the truths about these myths, you gain the understanding you need to maximize your advertising dollar, and you can quickly discover the value that effective advertising represents.

Don’t just take our word for it, here’s more on the subject:

Ad Tip For June 18, 2014 – Pay Per Click Advertising

Check it out!

Ad Musings

Pay-per-click-advertising, like Google Adwords, works better with multi-word keyword selections because it filters out generalist searchers in favor of customers who are farther along the buying path.

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Why We Should Still Hand Draw In A Digital World….

Every year the American Cancer Society holds a charity event by selling tickets for the Cattle Baron’s Gala to aide in the fight against cancer. This year will be the 27th annual Tyler Cattle Baron’s Gala, held at Rio Neches Ranch, Saturday, June 14, 2014. A general admission ticket is $175 while a Barons’ ticket is $300. Enjoy dinner, dancing, silent and live auctions, live entertainment and games. With your generous support and participation in the Gala, the ACS will continue to save lives and help people stay well while finding cures. Guests receive a bag full of donated goodies along with a map layout of the Gala. This year marks the 3rd year in a row for Route2 to proudly hand draw the map.Image

Somewhere between infancy and maturity many of us lose the passion and/or inclination to draw when in actuality, our job (as designers), communication, and creative output is dependent upon it more so than ever. Think of how drawing can work to your advantage and make you a more desirable and successful asset whether you’re working for yourself or with a company. In this market you should be doing anything to fight your way towards the top and be noticeable.

“Technology enables “more to happen” by expanding our reach and design possibilities, it improves workflow productivity and efficiency. But no matter how advanced technology becomes, it simply can’t communicate certain things that hand drawing can. While design possibilities will continue to innovate, the core design process will always remain the same.” –Layer Cake Creative

While digital tools may make it easy for an illustrator to globally remove mistakes in initially hand-rendered work, flaws are a welcome part of art made by a human hand, reminding us of the vulnerability of the creative process.

“The computer is a tool, like any other, and the more tools an illustrator familiarizes him or herself with, the more versatile and flexible he or she becomes,” says illustrator Shadra Strickland (BirdEliza’s Freedom Road), who teaches at the Maryland Institute College of Art. “All things in moderation”, she believes.

You can go into graphic design without being able to draw, but the graphic designers who can offer that skill set are much more successful in their careers and usually paid more. A designer’s inability to draw may also unconsciously limit his ability to conceptualize. Custom hand drawn illustrations can help explain abstract ideas or concepts and add style to content pages in print and online. If you can draw you can draw anywhere. If you’re well practiced with pen or pencil you can draw in your studio, at a cafe, park, bus station, prison etc… No need to boot up software or rely on electricity. Paper is still the most portable storage format. For now I continue to love getting my hands dirty with ink and owning a growing collection of original pages and illustrations.

So, how impressive can hand-drawn results be? The answer…is very.


Instagram adds Video

Six-second Vines, meet 15-second Instagram videos.

On Thursday, Facebook announced a new short-form video sharing tool for Instagram, the photo-sharing mobile and Web app it bought last year. It’ll compete with Vine, Twitter’s popular app, which the press dubbed “the Instagram of video”—and which has stolen some of Instagram’s thunder. Besides competing with Vine, the Instagram video tool could be a home for Facebook’s long-planned video advertising.

The Instagram video-sharing tool has several features Vine lacks: color filters, image stabilization, and other editing tools. Instagram videos can also be more than twice the length of a six-second Vine. This ought to please critics, who say Vines are too short to be useful, but it may bore those who already say they’re too long.

Facebook’s (FB) biggest advantage over Twitter, though, is the size of the Instagram community. Founder Kevin Systrom says Instagram has 130 million monthly users, and it’ll be easy to get them sharing videos with a feature integrated into an app they’re already using. Systrom says he’s been trying to add video-sharing capabilities as far back as Instagram precursor Bourbon but was limited by mobile hardware and connection speeds.

While Vine has taken off since its January launch, it’s the first big video-sharing app of its kind, and the market is still in its early days. When Vine started up, video-sharing apps such as Cinegram, Viddy, and Socialcam were being used by fewer than 2 percent of U.S. iPhone (AAPL) users, according to data compiled by Onavo Insights for the news site TechCrunch.

Vine followed a typical path for successful social media apps. Its 6-second videos were simultaneously proclaimed a new form of cinema and denounced as an idiotic tool for narcissists. Then it took off. Vine is currently the fourth most popular free app in the iTunes Store and is being used by 10.7 percent of iPhone users each month. The service announced several new features this week and recently released an Android-compatible version.

Facebook has been searching for ways to monetize its products, especially on mobile devices. But it has tread carefully with Instagram. When Facebook changed its terms of service in a way that allowed it to use Instagram shots in ads, users responded swiftly and angrily, and Systrom had to publicly reassure them on the company blog and remove the language from its use agreements. Ads don’t appear in the app, unless you count the accounts various companies have set up to communicate with Instagram users directly, which don’t mean money for Facebook.

Video ads could be a particularly lucrative form of advertising for Facebook, but its program to begin selling them has been delayed, according to Advertising Age. At some point, though, video ads will come to Facebook, and some form of advertising will come to Instagram, whether its users like it or not. “From the start, Instagram was created to become a business,” Systrom told Facebook users in December.

From around the Web

Spending by the nation’s biggest advertisers looks a lot like the U.S. economy as a whole: good, but far from great, and getting a nice lift from the technology sector and a resurgent auto industry.

The 100 Leading National Advertisers spent an estimated $104.5 billion on U.S. advertising last year, up just 2.8% from 2011, according to Ad Age DataCenter’s analysis. That represented the lowest growth rate since the ad recovery began in 2010 and left total spending still shy of prerecession levels.

Get Your Greens

Pantone’s 2013 Color of the Year


Ruh Roh

Coke’s new ad campaign is catching some bad press.

Coke’s 2013 ad campaign

More 2013 Trends – Web Design

Lots of great info including a quick reference for mobile screen sizes. Good stuff!

2013 Trends in Web Design

What’s Trending in 2013?

In a never ending effort to keep up with what’s hot in the advertising design world, I thought this made an interesting read…

2013 Design Trends


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