SnoreWorld: A World of Relief

Snoring is a joke till it happens to you, then it’s no laughing matter. As a matter of fact, up to 40% of us snore.That’s not just here in America, but all over the world. Snoring can damage the health of the snorer and damage the relationships of those affected by it because of loss of sleep, fatigue, irritability and high blood pressure — not to mention the eruption of emotional issues caused by being kept awake by unpleasant and disturbing sounds. The bottom line is snoring is a major problem in search of realistic and effective solutions.

Till now, there has been no comprehensive website or single source to go to for advice, products and procedures. Because of this, an opportunity existed to serve the needs of this underserved target audience on multiple levels as a web-based aggregator of information, support and products which explain, educate and relieve snoring and the multiple problems that accompany it.

SnoreWorld.com was created to be a global resource for snoring and sleep deprivation issues. Unlike single solution sites, SnoreWorld’s goal is to build a community of snoring sufferers to share stories and solutions, and offer information and reviews on snoring products and programs.

Mind Over Markets’ strategy was to position SnoreWorld as the most complete snoring solution resource in the world. But just as important, to give the snorer and those affected by it the promise of relief. We not only wanted the persona of the brand to be open and warm, but to have authority and ingegrity so it would become a trusted source to be relied on.

We created a logo that reflected the moon and night. The heavenly orb is graphically made up of different facets to reflect the many facets of the snoring community and the many solutions SnoreWorld provides. When you scroll over each “facet” on their website, text pops up to illustrate their multifaceted approach to the problem which embraces the physical as well as the emotional side effects of snoring. This is where SnoreWorld stands apart from other online resources. They take a humane, understanding and empathic approach rather than just a hands-off clinical one to the problem.

We also wanted the logo to be restful. A big yellow moon on a velvety night sky to communicate peace, quiet and rest.

The tag line is another simple yet all encompassing promise: A World of Relief. That is meant to communicate a wide resource of snoring solutions and communication. It also says they are a worldwide resource with a broad range of methods and solutions.

Maybe if we could all get a better night’s sleep the world could be a more peaceful place. And that would be a world of relief for all of us.

What do you think?

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One of our clients is Dream Designs, a chain of organic lifestyle stores in Vancouver that manufactures and sells organic bedding, sheets, towels, mattresses. fashion and more. They are a perfect example of how knowing your customer informs and molds the advertising messages.

By definition, the Dream Designs customer is educated, affluent, hip, adventurous and interesting.That tells you that the best way to communicate to them is to make the communications as interesting and adventurous as they are. The other challenge is to do all of that in a small media space. No small task.

We created a series of six ads that could be repeated and run on a regular, weekly basis to build momentum around the stores and the products Dream Designs sells. “Are you good in bed? featured their 100% organic sheets was how we began. After all, 100% organic sheets with no chemicals or pesticides in the cotton growing cycle is good to be in bed with. We followed that with “Sleep like an ecolog” featuring their 100% organic mattresses.

Next came ads for their organic pillows, “A case for our pillows” and “Are your pillows a sham?” And then ”Make a blanket statement” featured their organic designer blankets. For their 100% organic cotton towels, we asked a serious question: “Does the “t” in your towels mean toxic?” We even did a fun, 50% off sale ad with the headline “Beddy buy.”

Why did we have so much fun with their ads? We knew that their customers would appreciate the humor and intellectual exercise of getting the meaning and personality of Dream Designs advertising.That way we implied quality without having to say it. We said the stores would be fun to shop in without having to tout it.

When your product is really good, you can show your style and imply all your positive attributes without spelling them out. When your customers can join in on the fun of your communications, you have created a relationship that makes them want you to succeed. Best of all, having your customers actually look forward to your ads and what you are going to say next is the best of all possible worlds.

Be brave, have fun, entertain as you inform and even your small space ads will make a big splash — and a big impact. We can’t wait to do more.

How are you being brave, having fun?

To view more of our work, check out Mind Over Markets.

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One of the most important issues in the business world today is the greening of the supply chain. That long trail of goods, services, and supplies that go into the manufacturing process from raw materials to manufacturing practices to packaging, delivery, and beyond. That was a fundamental issue for our client and our campaign for PALNET, a national supplier of wooden shipping pallets, because pallets move almost everything that moves around the globe.

Our goal was to build awareness that PALNET ‘s wooden pallets are the sustainable and environmental choice by emphasizing their natural greenness and earth-friendly manufacturing process.

Since many pallet customers today are under pressure to make significant changes in their supply chain to make it greener, the eco-advantages of wooden pallets became the key issues to promote and advance. We emphasized that PALNET pallets are made from scrap lumber from sustainable sources, never virgin hardwoods. We built promotions around the notion that at the end of their life, after constant recycling and repairs, old pallets are turned into garden mulch. It was a way to promote sustainability and environmental friendliness in a dramatic way.

Our sustainability brochure featured a bag of garden mulch inside with the message on the cover, “This used to be a PALNET pallet.” We backed that up with a PR campaign that hammered out the message that wooden pallets were the eco-choice and that “environmental” plastic pallets were an unsustainable myth like “clean coal” and the “Loch Ness” monster. We had fun with our press releases and they received wide coverage including Forbes, USA Today, Reuters and Businessweek.

Got a green messaging case study? Share your story here!

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