Mike Milligan to Speak at MSHPM Conference

Posted on May 18, 2011

Milligan, President of Legato Marketing & Communications, will be speaking to other healthcare professionals this Friday, May 20.

Follow this link to Legato Marketing's Facebook page to view "High Priority," our hilarious video about a Day in the Life of a Marketing Director.

http://www.facebook.com/pages/Legato-Marketing-Communications/165735083457117

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Board to Death

Posted on May 24, 2011

It's summer and time to travel. Will the roads have you board to death?

billboard

Billboards. They are all around us. But how many of them have you actually "seen?" For the most part, outdoor advertising is just visual noise, making it almost impossible to distinguish any one "note."

We want people to know everything they can about our organizations. So, we put it all on our billboards. Long headline. Daily hours. Location. Web address. Phone number. Graphics. And a really big logo.

Ironically, the more we say, the less it says. If outdoor boards are crammed with information, the eye doesn't know where to focus, and your key
message is lost. How much can you read when traveling past a board at 65 mph?

Try this on your travels. Critique the outdoor boards as you drive by them. Which ones grab your attention and which don't? What information
have you absorbed? How many would you not even see if it weren't for this visual exercise? Then ask yourself "why?"

Be a one note advertiser. When it comes to billboards, less really is more. So how do you get there? Here are just a few tips.

1) Do the five second test. If you had only five seconds to tell someone one important message about your organization, what would you say?

2) Print out the final outdoor design on a 8 1/2 x 11 sheet of paper. Display it at the end of a long hallway. What can you see and read?

3) Keep it short. An outdoor headline should be able to communicate your message with no more than seven words.

4) Keep it simple. Keep it clean. With so much outdoor clutter, the only boards noticed are those that are clean. A good outdoor board has one compelling graphic, a short catchy headline, your logo and web address.

If you have more to say, use other media. You can tell a longer story with print, radio, tv, and web. Each of these mediums has limits on them
as well for effective messaging. What are they? Be your own focus group. Do you get the message quickly and clearly? If the answer is no, go back to the drawing board.

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