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Fresh Thinking

Category Archives: Customer Service

Let's Be Honest: Forays into False Advertising

Let’s Be Honest: Forays into False Advertising

By | Business Etiquette, Clients, Customer Service | No Comments

Yesterday we came across an interesting article at TheGuardian.com: “How my negative review of Legend was spun into movie marketing gold.” The author describes how his two-star review of the recent Tom Hardy film was actually incorporated into a poster for the movie, in which designers craftily positioned his rating amongst other five-star reviews to make it appear positive. He then goes on to reference several other instances in which clever (and not-so-clever, and just plain dishonest) marketing ploys have made a product seem better than it is.

In the face of such blatant instances of marketer manipulation, we at Counterintuity had to stop and examine our company. Marketing is a business that often gets a bad rap. Many people see it as a venue through which already powerful companies and corporations vie for the biggest audience, the most acclaim, the highest ROI – no matter what the cost.

We asked ourselves – are we that guy? Could we ever deceive a consumer for the gain of our client or our company?

The answer is no. Why? Because of our clients. By choosing to work only with brands, companies and people we truly believe in, we spare ourselves from the ethically murky marketing waters and are free to do what we do best: making your awesome product seem awesome.

So here’s to all our clients – and here’s to you becoming one of them.

Keep Your Customer

Keep Your Customer

By | Customer Service, Remarketing, Social Marketing | No Comments

In a world where trending Twitter topics change about 100 times per day and keeping up with Kylie Jenner’s hairstyle is a full time job, there’s a certain comfort in keeping your clients close. We’ve worked with USC, San Mateo County Visitors Bureau, and Ideal Pet since 2009 – not bad for a company that started in 2007. Aside from the emotional benefit we get from sticking with our customers, there are a few very logical reasons to retain clients as opposed to raking in new ones:

  • It’s cheaper. Attracting a new client is about 5 times more expensive than keeping one.
  • It’s worth it. You truly get more bang for your buck when your clients are happy – increasing customer retention by as little as 5% can increase your profits by 25% to 95%. [Bain & Co.]
  • It’s smart. A happy client is far more likely to recommend you to a friend – which means new business minus the opportunity cost. Focus your energy on pleasing your current client, and you never know who might enlist your services!

When it comes to customers, we prefer to play for keeps. Want to do the same, but not sure how? Contact us today, and we’ll help you change your game!

Image by 드림포유 is licensed under CC BY-ND 2.0.



Nurturing a Successful Brand/Consumer Relationship

By | Branding, Customer Service | No Comments

It can be said that courting a consumer is a lot like dating a real live person. But even if that’s not your strong suit in everyday life, you can still successfully craft a relationship with your potential customers. Here, a couple tips:

  • Don’t try too hard. Ease into things. Take your time. If you’re overly pushy, your consumer might mistake your persistence for desperation and lose interest. Remember, as with a new relationship, moving too fast can simply screw things up.
  • Make them feel special. Your love interest needs to feel important – you don’t treat them the way you treat everyone else. 78% of consumers believe that organizations providing custom content are interested in building a relationship with them. [Source]
  • Just be yourself. Once you’ve established a base relationship, open up a little. Let your consumer see the real you. You’re not like those other guys.
  • Don’t get too comfortable. Don’t think that just because your consumer is loyal, they don’t need you to try anymore. Don’t forget the romance – they still want to be wooed every now and then.

Still struggling? Let us change your approach – consider us your branding coach.

Image by Nickay3111 is licensed under CC BY 2.0.

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Client Spotlight: Partners in Special Education

By | Clients, Customer Service, Design | No Comments

The Client: Partners in Special Education provides long and short term quality education services to charter schools, school districts and other educational institutions. They provide excellent, focused, and cost-effective assistance to students ages 4-22 and work collaboratively with clients to create customized programs and services.

The Task: Create a brochure that could work with their existing brand but also update their look.

Our Work: Working from their website, Counterintuity brought a fresh look to the brochure, and also ensured that the content was organized in an easily digestible fashion.

Results Achieved:

“Partners in Special Education needed a brochure in line with their existing brand and Counterintuity thoroughly delivered. Thanks to Counterintuity’s stellar response time and a quick turnaround, the process went smoothly and a fantastic brochure was successfully delivered!”

– Faith Chan, Online Marketing Lead,
Education Management Systems, Inc.
Partners in Special Education


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By | Clients, Customer Service, Design, Websites | No Comments

The Client:myBurbank.com is a locally produced website that works to capture both the Burbank community and the outside events that affect Burbank and its citizens. The site was originally launched on April 1, 2010 as BurbankNBeyond and has been updated with community news daily ever since.

The Task: Relaunch the site as myBurbank.com and institute a redesign and functionality improvements.

Our Work: Working from myBurbank’s new name and logo, Counterintuity brought a fresh look to the site, and also restructured the way content is organized throughout the site. We also. performed Search Engine Optimization and incorporated a Burbank Master Calendar that places local events in one convenient location—something no other website in Burbank has.

Results Achieved:

“After taking our former site, BurbankNBeyond, as far as we could, we wanted a name change and a new identity that would connect us more strongly to Burbank. After coming up with the myBurbank.com name, the challenge was to develop a website that was professional, yet had a hometown feel that Burbank people would embrace. That is why we turned to Counterintuity. 

After meeting with Lee and Amy, we were convinced that they not only had our best interests at heart, but were as excited about the project as we were. We relied on their expertise for all aspects and they delivered. They are well connected in the community and understood our needs. Not only was the new website design striking and extremely functional, but they also helped us with other aspects of our business, including branding and promotion. Once the site was live and functional, they were still there with constant support to make sure everything was right. If you are serious about what you want and need to stand out from the rest, Counterintuity is really your only choice and will deliver you long term success.”

- Craig Sherwood
President, Chief Editor
myBurbank.com Inc.


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Client Spotlight: USC Master of Liberal Studies

By | Clients, Customer Service, Design, Email Marketing, SEO | No Comments


The Client: USC’s Master of Liberal Studies program is designed for people who wish to explore a wide range of interdisciplinary studies and pursue their intellectual passion for lifelong learning while earning a graduate degree. The program also helps lifelong learners sharpen their ability to think, research, and express themselves critically.

The Task: The client wanted to build awareness about the program while encouraging enrollment through focused and local search engine optimization and pay-per-click campaigns.

Our Work: Counterintuity designed and developed new pay-per-click campaigns and corresponding landing pages, and performed search engine optimization including copywriting.

Results Achieved: Our results-oriented PPC campaign management and the search engine optimization strategy we put in place have already begun to bear fruit. Here’s what our client had to say:

“Counterintuity recently established an SEO/PPC campaign for our Master of Liberal Studies Program within our budget, and already we are starting to see results. I’ve worked with Counterintuity on a number of projects, and each time, the team delivers beyond expectations.”

– Susan H. Kamei
Associate Dean, Advanced and Professional Programs
USC Master of Liberal Studies

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By | Clients, Customer Service, Email Marketing, Holidays, News | No Comments

In case you missed this Hot Tip in our newsletter last week….Google is kicking off a “spread the love” AdWords promotion and we’ve got a limited number of promo codes available for our clients! Any new AdWords client who spends $25 will get an additional $100 worth of advertising. Interested in learning more? Send us an email and hurry—time is limited!

Offer only available until February 28.

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Happy Holidays from Counterintuity!

By | Clients, Customer Service, Fun, Holidays | No Comments

Happy Holidays from Counterintuity. Cheers for 2013!

As we draw close to the end of another great year here at Counterintuity, our thoughts turn to the people, projects, and experiences that make us who we are. We thank you for your continued trust and support because we couldn’t have done it without you.

Wishing you a happy holiday season and a prosperous new year!


Lee Wochner, CEO & Creative Strategist
Amy Kramer, President & Marketing Whiz
Penny Seechooratana, Senior Designer
Jaclyn Barrett, Marketing Assistant
Sasha Becerra, Social Media Manager
Cedu Ocson, Web and Graphic Designer
Kelly Hargraves, Publicist
Copper the Counterintuity Dog