Tag Archives: Copywriting

CHX Technologies website redesign

CHX Technologies website redesign:
Client: CHX Technologies Inc.
Web Design/Layout: Robert Kramberger

About CHX Technologies
CHX Technologies has developed Prevora, a topical pharmaceutical treatment, which is a new standard of preventive oral healthcare for adults at high risk of dental decay. Prevora is approved in Canada, Ireland, the United Kingdom and by the European Medicines Agency. A new drug application is being prepared for the United States.

Loeb Supermarket (Metro) Radio Spots

Loeb_Holiday Feast_Radio Spot_1

Loeb_Holiday Feast_Radio Spot_2

Radio Spots created for Loeb Supermarket (Metro) Holiday Season Event.

Agency: Publicis BCP

Director/Copywriter: Robert Kramberger


Van Gogh meets Monet: A conversation

Van Gogh Meets Monet‘:

Concept, Text, Art Direction, Set-up, Background Painting (‘Country Road, PEI’), Photography: Robert Kramberger

(Van Gogh, Monet Figures: “Little Thinkers” series, The Unemployed Philosophers Guild)

Imagine if these two gentlemen had been painting side-by-side (they did meet in Paris, but never worked together) on a lovely day, in the French countryside (my painting, ‘Country Road, PEI’, substitutes for rural, 19 century France).

The premise of the scene:

Van Gogh’s paintings have fetched some of the highest prices for art; but he had sold only one painting during his lifetime (for a relative pittance). Unfortunately, he had difficulty garnering attention and respect for his work and never realized financial gain prior to his death in 1890 (self inflicted gunshot, or not).

Monet, on the other hand, had become somewhat of a sensation by 1886 (when this fictitious “en plein air” meeting would have taken place). His paintings were fetching handsome prices by then, allowing him to finally enjoy a very comfortable lifestyle, up until his own passing in 1926.

What would have been the tone of their conversation? I have added my suggestion below.

And what do you think they would say to one another? Go  ahead, add your own caption.

Van Gogh: “Bloody hell! You get 200 francs for that? Hrmph!

Monet: “Umm…is it time for lunch, yet?”



Social Media: Creating Effective Communications Content (Past, Present and Future)

Social Media: Creating Effective Communications Content (Past, Present and Future)

By Robert Kramberger, Marketing-Communication Consultant, Copywriter

“Corporate Communication”, in the traditional sense, comprised of information provided by companies for an intended audience, akin to a speech to a very specific audience.

With the advent of Social Media, that “speech” has become more of a conversation, sometimes, even a debate. This “chat” with customers, clients or partners can be both rewarding and daunting. And how you manage the ongoing dialogue will determine the end results.

Prior to Social Media, it may have been much simpler to control the message you wanted to deliver, but it was also less effective.

Take for example advertising a product or service: a brand strategy was conceived based on relevant data the company obtained, and the interpretation of the market need or demand. Creative was produced (let’s use television as the medium for this example). Time was then bought to air the ads based on media research to achieve the greatest impact. The only real ‘measurable” result of the campaign was recording how many consumers purchased your product or service.

But what if they were considering purchasing, but had questions or concerns? What if they liked the product, but were put-off by the tone of the advertising or corporate message? It was difficult to engage in effective dialogue prior to closing a deal (those dreaded in-store or mail-in questionnaires were too time consuming and cumbersome).

Today, your audience could be anyone, anywhere, through any media. They may see your “spot” (Website, YouTube, Facebook, Instagram, Twitter, etc.), share with friends or colleagues, provide comment/feedback, and become either supporters or adversaries for your company (neutral should also be considered as a negative).

This two-way (actually, “multi-way” would be more accurate) communication enables your prospective customers/clients/partners to immediately react and respond to your corporate message. How quickly and, even more importantly, how consistent you are with your message across all platforms, will determine whether someone becomes a proponent or opponent.

It is through this ongoing conversation or dialogue that your brand is now built. This is why it is absolutely vital when creating your Communications content (Advertising, Web, News Releases, Social Media, etc.), to anticipate potential responses and feedback that may be generated from your corporate message. Your audience has now effectively become a participant or “co-author” in establishing you brand story, but the company must always guide the developing plot.

Integrate all you Communications content. This means aligning your Communications, Marketing and Sales programs with a unified message and tone: reading from the same page, from the same book, so to speak. The stronger and more consistent your story, the less likely you will have to adjust or modify your content down the line.

Now that’s a story worth sharing.

What really knocks me out is a book that, when you’re all done reading it, you wish the author that wrote it was a terrific friend of yours and you could call him up on the phone whenever you felt like it. That doesn’t happen much, though.” ―  J.D. Salinger

Pricing a Painting, Inch by Inch

‘Tugboat: Pictou, N.S.’ 2014 – Oil on Canvas, 24” x 30”

The price? How much is this painting really worth and how in the world did the artist come up with this apparently arbitrary figure?

Well, this mysterious amount does have a rational origin, and is not merely pulled out of thin air. So how is it determined?

There are numerous methods to determining the price for a painting. Some artists will simply assign a table based on a few categories of size, i.e. small, medium and large. Others may opt for a more precise, calculated model to establish value. And it’s not just labour that should be considered: materials are also a factor. Oil paints, depending on their quality, can cost two to three times that of acrylics. On a large-scale painting, this could be a considerable cost of production.

Then, there is always the market to consider: how does a particular artist’s work compare to other works of similar caliber? What is the history of sales for the artist? And what can the market support?

Framing is another issue. Often times, art buyers are not aware of the costs of quality, custom framing vs. ready-made products found off-the-shelf. For this reason, artists may offer works “framed or unframed” as options. (Note: I plan to delve into this topic more thoroughly in a future blog).

So, what is the price of ‘Tugboat: Pictou, N.S.’?

I have used the tried and true “dollar per square inch” model. Depending on variables mentioned earlier, a dollar figure is determined (I have established $0.85 per square inch for this work) and then multiplied accordingly.

This painting is 24” x 30”. Therefore, 720 square inches multiplied by $0.85 = $612 (rounded to $625 for uniformity and clarity), unframed. Note: This is my private sale price. A mark-up would likely be applied if sold through a gallery, as they tend to take as much as 50% in commissions on final sale price (another major topic to explore in the near future).

Would you like that framed or unframed?

– Robert Kramberger

A picture may be worth a thousand words, but a good painting is priceless.



Social Media Impact on Your Website Part 2: Sowing the Seeds and Cross-Pollinating

Social Media Impact on Your Website:
Part 2: Sowing the Seeds and Cross-Pollinating.
Author: Robert Kramberger

Keep on sowing your seed, for you never know which will grow; perhaps it all will.”
– Albert Einstein

Facebook, Twitter, LinkedIn, Instagram, Snapchat…where does one begin?

With the rapid evolution of analytical tools available, monitoring your company’s web traffic, and being able to respond and adjust accordingly, is a vital first step to evaluating what works, and what is needed to successfully attract visitors that will, in turn, translate into sales.

Start with the basics and set you company’s goals: what are you trying to achieve with Social Media, and how will it integrate with your website?

Review all Social Media; even those you may have previously scoffed at, and understand how they work, and to whom they appeal, e.g. type of audience.

And do not forget mobile devices: what works and what doesn’t. Regardless of the channels you choose, is your content mobile-friendly?

It is also a good idea to survey your visitors on their Social Media habits: why they chose a particular one, and how they discovered your company. Did they simply stop at Social Media, or did they proceed to visit your website, as well?

Do not just look at traffic volume alone. Although your visitor may have arrived at your site through an organic search, they may have initially been influenced through other Social Media. That’s why frequent and various exposure, through multiple sources, can reap plenty of goodwill amongst visitors of all types. All Roads Lead to Home.

Keep sowing the seeds and cross-pollinate as much as you can: your business will harvest the bounty.

A few tidbits to consider:

  • Research by eMarketer shows that a majority of users (51%) prefer to log in using their Facebook credentials, when logging onto sites with a social network ID.
  • Research by Socialbakers indicates that 59.3% of customer questions are asked on Twitter, compared to 40.7% on Facebook.
  • Instagram is rapidly becoming a globally popular platform (180 million users as of January 2014), as well as other visual platforms such as Snapchat and Vine.

I may not have gone where I intended to go, but I think I have ended up where I needed to be.
― Douglas Adams, The Long Dark Tea-Time of the Soul


Social Media Impact on Your Website: Part 1

Social Media Impact on Your Website:
Part 1: What role does a website play, today?
Author: Robert Kramberger

Prior to the onslaught of Social Media, websites were the primary, digital portal for a business to effectively promote its products or services. The key was to create content-rich sites that would provide a virtual headquarters for your company: a place to not only display items and disseminate information, but to also drive demand, generate leads, and secure sales. Then, along came all these new channels.

Initially, from a business perspective, Social Media was perceived to augment your web presence by using these new channels to expand your company’s presence in the digital realm. The concept seemed clear: drive more traffic to your website, and the site will do the rest. So, what happened?

Social Media, such as Facebook, Twitter and Instagram, have become more than just channels; they have essentially become entities unto their own, each with their own characteristics that may or may not attract users that could translate into clients/customers for your business. The challenge is to manage the visitors’ experience with your Social Media channels and direct traffic to your website; ‘Organic’ is a term often used.

What does your Google Analysis show? Do visitors still visit your site on a regular basis? And do they connect for anything other than ordering products and services, but only after already making a decision via Social Media? Or, perhaps, they just drop in to see the recent job postings (unless, of course, they have already reviewed them through LinkedIn).

It is vital that the visitors’ exposure through Social Media encourages them to complete the journey and visit your site regularly, otherwise your website risks becoming redundant, or even obsolete. Analytic tools can certainly help determine how your business is faring in effectively driving traffic, but it would be more fulfilling, to both you and your clients/customers, if they could communicate their experience directly with you. Let them share their “journey”, as they navigate from Social Media channels to your website, and back again.

Start by providing them with an opportunity to tell you how and why they were influenced to visit your site; this could be in the form of a simple question. The key is to engage them (converse), and not to simply analyze their behavior. If they ask questions, or make comments, respond accordingly.

Also, when establishing your digital, corporate presence, offer multiple channels to reach out and engage with a variety of visitors. Research shows that the actual value of visitors may vary, depending on the channel used but, generally speaking, visitors to websites that were influenced and directed through Social Media, tend to be better engaged, and therefore, more loyal and satisfied.

Just make sure that the invitation and incentive to visit your website is absolutely clear. Ask them what they think, and also provide visible links connecting all your Social Media channels, including tabs on your website, so that the experience for visitors is truly ‘Organic’.

Web site or website, is it all the same?
Well, I suggest ‘website’, and you may refrain,
But only if you want to relive the nineties, again.

– Robert Kramberger