Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

87. All for One and One for All: Repurposing Marketing Collateral on a Very Low Budget

Martín Perna DJs one night at Malverde, an Austin, Texas, nightclub, while Adrian Quesada spins another … and some nights they both perform. FÖDA Studio was given a budget for one poster but found out they needed to promote three events. So with a poster and a fat marker, Jett Butler designed one solution for three nights of entertainment.

Why It Works

Malverde is known for its handcrafted specialty cocktails, extensive selection of tequila, local beers, and the soundtrack of Austin's best DJs. Owner Jesse Herman says that he really likes the design solution because it's a clever way to show how these two DJs collaborate. Sometimes you get both DJs; sometimes you get one. By combining them on one poster, it solidifies the relationship and establishes a consistency for the Wednesday night gigs. Butler's design uses a computer drawing technique that looks hand-drawn so that the marker “cross-outs” don't look all that out of place. Part of the appeal of this poster is the simplicity in its typographic design and layout.

Success Metrics

• Attendance at the club is usually standing room only, with about 150 people.
• In addition to paying for only one design, the ability to reuse the poster series for as long as the team of DJs is performing makes this solution very cost-effective.

Takeaway Tip

When ...