Got this totally random message in our inbox the other day:

Subject: Using Bricks
Name: Tom Uption
Email: tom@tomstudio.com
Message:  I love the work you do for Mediterreano. I live in the Willows in Menlo Park and see their trucks everywhere. Reminds me of the work Rick Tharp did for the Fountain and Grill. The porta potty on Central Street made me laugh and take out my iPhone. 

Sincerely,
Tom Upton
Photographer

Of course, this isn’t the same as someone calling up Mediterraneo to ask for a bid, but it’s indicative of how the average person responds to a message that does more than recite cold hard facts. The best marketing reaches people on an emotional as well as rational level. By giving your audience a smile, or by touching them in some other meaningful way, and making it different and beautiful (good design is a business tool, make no mistake about it) you will give your audience two very important things that the vast majority of advertising misses out on:

  1. A reason to pay attention to what you have to say.
  2. A reason to remember you.

So, although Tom might not be in the market for Mediterraneo’s services today, someday he might be. When that day comes, MDB is a lock to get a phone call. There’s also his list of social contacts that no doubt receives his iPhone picture, some of whom may be thinking right now about remodeling their kitchen or building new. And what of all the others who drive or walk by an MDB site, chuckling at one of their project signs? The majority are going to react like Tom. Some of them are already considering a project. Chances are, again, MDB is on the list.

So, we’re thrilled when we hear things like this about our work. More important, though, is knowing that similar responses to MDB’s brand work have been fairly routine, and have had a direct impact on their bottom line. Again, I say, good creative work and meticulous design are highly underutilized business tools. Kudos to clients everywhere, including the guys at Mediterraneo, who recognize them as such, and put them to work for their business.