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Stretch Your Marketing Budget Sometimes the marketing budget can seem like a frightening thing because of how small it is. You see all those orders of color printing you’d like to do, and then you see how much it would cost to do them. That can have a way of taking the wind out of your sails. The Better People Feel the Better Your Business Will Be The problem I have with a lot of different marketing campaigns are that the desire on the part of the company is rather transparent: they want to make money. And really, that’s fine. I already know they aren’t paying for designers, research, and commercial printing for nothing. They’re doing it to generate more sales and get more customers. Creating a Useful Brand People love brands – they offer value in terms of social status, perception of quality and/or a reputation that soothes customers’ fears. Planning Ahead Too often companies only look at things one marketing campaign at a time. Whatever they’re currently focused on will be the only thing they worry about. Even if they know they’re going to have a fall themed marketing push, they usually don’t bother to start planning it until a few months before they need to. Give Your Customers a Choice People like to have a say in the matter. Being allowed to choose has always made me feel more active, and therefore put more of my attention into the act itself. Know How to Emphasize Companies get color printing done because they want to deliver a message to people. Some things in those messages are going to be meant to attract more attention than others, and pictures are the most common method to get a person to give more of their attention to one thing over another. But words can be just as effective at doing this if you place the right level of emphasis on them. The Benefits of a Close Relationship With Your Printer Here is the way things often work. Major printing jobs don’t happen every day of the week for most companies, especially smaller ones without the budget for non-stop marketing. It’s All in the Binding When most people sit down to write a booklet, they usually aren’t thinking about how they’re going to eventually bind the finished product. After all, how much can you really do? Where Should Those Posters Go? Knowing where an advertisement needs to be is often just as important as the time and money you spent on designing and commercial printing. For posters, this can be one of the end all most important aspects. Being Prepared for When Problems Come No matter what kind of business you run there will be customers who get upset with you. Sometimes it will be because of a mistake you made, and sometimes it will be because of an unrealistic expectation on their part. Seven Old but Effective Marketing Tools Advertising in the twenty-first century has moved more and more towards the electronic side. Many ads are now placed on the internet or sent via email. Advertising materials sent through direct mail (or snail mail) are not nearly as common as they once were. Still, there are some traditional marketing tools that can still be very powerful for your company if you use them properly. Here are seven such tools for you to consider adding to your marketing strategy. The Handiest Marketing Tools Some advertising literature just works better than others. Of course, now that the internet has become almost universal, online marketing techniques have become much more common. But some of the more traditional (or old fashioned, if you prefer) can still be quite effective. Let’s take a look at some of these old stand-bys. Ad Design Fundamentals It’s a contradiction, but designing simple, effective ads is anything but simple. This is especially true for novice advertisers. You can spend hours looking at print design ads in magazines and news papers without isolating which work and which don’t, much less finding the common elements of effective ads. Don’t fret, though, I’ve got a few tips that can get you on your way to an attractive ad that won’t get lost on your viewing public. For Those Without a Bottomless Budget Sometimes it can seem like all of the really well known and great forms of advertising are the kinds that require you to have a massive budget or else you won’t be able to accomplish anything. After all, we’re surrounded by marketing ventures like that all the time. So Much Data to Collect You just can’t get away from it. This is the true backbone of any strong marketing department, and the ones who don’t bother with it are going to be the people who fail to connect with their target markets. Expanding Your Brand For a lot of companies they find a single product, which then becomes synonymous with their brand name. This can be an effective way of creating a very strong brand name and image very quickly if you have a successful product on your hands that generates a strong following. All of the color printing you do for your marketing material will sport your product along with your brand name to boost it up as much as possible. Growing Your Money Base Every small business has to continually increase its revenue stream in order to grow as a company. Often, when trying to do that, business owners tend to over think things and make things more complicated than they are. Binary Marketing In my youth, my father warned me about people offering you two options. Usually, they’re using two options to keep you from thinking about a third or fourth option that would be more to your advantage and more to their disadvantage. Its solid advice. Still, when it comes to the customers you do business with on a day to day basis, there really are only two basic flavors. How to Make Your Brand Name Hot Building your business is more than just creating a brand and running an advertising campaign that appeals to a target audience. In fact, those things are just the beginning of branding—there is much more involved than meets the eye. You have to know how to make your brand sizzle by providing something that no one else has. It may be the same product or service, but you have to convey the image to prospects that they will not find anything else that compares to what you are offering. That doesn’ Which Kind of Advertising Works Best For You As time rolls on, the methods for advertising just keep on increasing. Gone are the days when you had little option but to buy some space in a newspaper to get your message out to the largest crowd possible. From the radio to the television to the recent advent of the Internet, marketers have so many more options open to them when it comes to advertising. The Backbone of Your Business More than our offices or store fronts. More than all of our shiny and impressive wares for sale. More than our sales pitch. Its our customers that really make our business. It’s a shame then, that so many companies see customers as little more than disposable unites, dollar signs or a meaningless collection of UPC codes in sales records. If you’re an entrepreneur that‘s been in business for any length of time, though, you’re likely already keenly aware of the value of return customers and r How to Research Customers Researching your customers is one of the most important things you can do for your bottom line. You won’t be able to get people in your door or on your Web site if you don’t know who you are marketing to. How to Get Free Advertising Free advertising works. And it’s not just for companies that have a limited budget. Any size company can benefit from free advertising. Here are 11 ideas on how to advertise for free. Correctly Color Your Ads When most people describe clothes, products or a sign they saw, they usually include the color of the item. Color boosts recognition and memory. According to research, color can boost brand recognition as well. Color also evokes emotion. If color does so many things, it’s better to use more of it, right? Not when you’re branding. Giving Formal Advertising a Casual Flair Today’s consumers are inundated with advertisements. They receive flyers in their mailboxes on a regular basis, most of which end up in the garbage can. DVR has made it possible for them to ignore television commercials. Print advertisements and online ads are also ignored. One way to get your name out there in a professional, yet casual manner is through business greeting cards. Get Them Coming Back For More Quite often the answer is going to be the latter of the two. After all, why focus on the people who are already giving you business when you can focus on getting even more people into your store. The Truth about Commercial Printing Full-color brochures; bright, brilliant posters; beautiful photographs on a flyer – they’re all nice to look at. The colors look so radiant and pleasing to the eye. But the colors in these printed items are actually an optical illusion – they’re really a combination of halftoning, spot colors and process colors. Make Your Seminar a Packed House How far in advance you send out your invitations is also important. A lot of companies use their color printing to send out invitations months in advance. The truth is that quite often only a few weeks to a single month in advance will be sufficient. The reason is because people are more likely to forget something like a seminar if they get the invitation too early. Advertising Yourself If you’re a small business owner and your entire advertising campaign consists of you relying on people who have used your business to be pleased and spread the word to everyone else, you’re in for a big surprise. Mixing It Up In Advertising Advertising is the most important part of your business and is the foundation for the success or failure of any business. No one can draw in customers without advertising, and the more effective the advertising, the more customers you will draw in. Reach Out to Build Your Business Both parties in a marriage become stronger from the help they receive from each other. This truism of romance also translates to the Internet marketing world. Many companies team up by advertising one another's services to their own traffic. Power Up Your Ads with These Words Advertisements are mainly made up of words, spoken or printed. Which words you choose for your advertisements can mean customers in the door, or an empty store. Which one would you rather have? How to be Credible in Your Marketing Materials Gaining credibility is extremely important to pull in new customers. People trust companies that are credible. Credibility is defined as the power of inspiring belief or the capacity for belief. It goes hand in hand with trust. You can’t trust someone you don’t believe. All about Human Billboards Human billboards may be the best method in advertising. This is especially true for smaller businesses. Consumers that frequent a company enjoy purchasing their products for various reasons. The service may be impeccable, the prices are lower than their competitors or they have exactly what most people wish to buy. Whatever their reason for using your service regularly, you can use them as built in (and free) advertisements! Why Quality Is Not Always Quality Do you sell “quality” products or offer “quality” services? If so, never tell your customers this fact. Believe it or not, the word quality is often a deterrent to potential customers. Today’s consumers see the word quality constantly, yet often associated with products that are far from quality products. When you are creating advertising copy to send to your commercial color printing company, avoid this word at all costs. It Doesn’t Take an Einstein Stop me if this sounds familiar to you, but I feel it bears repeating at least a few more times. Insanity is doing the same thing over and over and expecting different results. Ring any bells to you? It is a quote attributed to famed theoretical physicist Albert Einstein. While he may not have specifically been talking about advertising, the idea still holds true and bears consideration. The Multiple Ways to Market Your Small Business You don’t always need a massive budget to launch a very effective marketing campaign. A well-organized small business can take advantage of many opportunities the larger companies will never be able to fully capitalize on. Make sure your company is aware of the variety of marketing techniques you have at your fingertips. Forget About a Marketing Plan for your Small Business Even as a small business owner, you probably invested a great deal of time and energy into creating a business plan. Most banks require a pretty thorough business plan before they will offer financing to you. Even if you didn’t need financing, writing up a business plan is a good way to make sure you stay grounded and on track. Advertising Does Not Sell Products However, quality goes even farther than that. Even with a quality product for which there is a demand, advertising will not increase sales much unless the advertisements themselves are of high quality. Showing What You Know Nothing will get people to have confidence in a company faster than letting them know more about the company. People want to know who they’re going to be doing business with.
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