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Kaye Z. Marks's Articles in Marketing Show All|Display Category|Title|Newest|Oldest Look to the Future Marketing isn’t really about what’s going on in the moment. A truly effective form of marketing is going to be focused far more on the future than what is right in front of you at this moment. Your color printing should be done with the future in mind and how this is going to affect you in the long run. Do Not Let the Competition Scare You Away Even if you don’t know much of anything about video games I’m guessing you’ve probably at least heard in passing the name World of Warcaft. The level of success this game has managed to achieve is something that has drawn a lot of attention of the years. Research is Only as Good as How You Use It Any worthwhile company is going to know that they need to do a lot of research if they want to stay around for long. When it comes to the products you make, improving the products that you currently have, the commercial printing you focus on with your advertising, and the areas that you concentrate your marketing, you need to know what people think. Keep Up With Your In-Store Marketing A very important and effective form of marketing is the in-store marketing. This extends to everything within your store that will encourage people to buy something. Whether this is using color printing to put up some banners directly advertising a product, or specifically positioning certain end caps to best display a new product, it is all designed to get people interesting in buying. Are You a Specialist? The temptation is always there to get into as many parts of the marketplace as you can. All that business is out there waiting for you to snap it up if you make sure your company performs as many functions as possible. 5 Ways to Enhance Your Brochures Many business owners fret every time they turn over their brochure printing project to get printed. They worry about whether they designed the brochure right, or whether they used enough images. They are concerned about how the pictures and fonts will look on the finished products. Color Trends for 2008 Designers should always know what colors are popular – and which are about to become popular. Color permeates every aspect of a designer’s life. Every brochure, logo, and website that a designer works on must have the right colors, used in the right ways. Without a firm knowledge of the current trends in color, a designer can quickly be placed on the back burner of the design world. Use the Right Words to Get a Better Response So you have got a great medium to reach your audience. Your ad has all the graphics spiffed up to attract attention and you have a great eye-catching photo. You know people are looking at it. But no one is responding. What’s going on? Making Your Letterhead Look Good When a small business owner thinks of the essential items that they need, many of them forget about the letterhead. Others simply overlook the importance of the letterhead. But a company’s letterhead is truly an essential piece to their business identity. It sets the stage for everything else that follows. A Bird In Hand Are you spending thousands of dollars on print marketing and just not getting the results you expected? It may be a flaw in your design or it may be the result of a misstep in your initial planning. Copy Critical in Ad Campaign Most people assume that effective advertising is based on the actual size of the advertisement and its flashiness. While these do help get your ad noticed, the actual copy and words that make up an ad are critical. Give Them Something New People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they’re able to. Why take a chance with a company you’ve never dealt with if you know that the company you’re currently shopping at does everything you want it to? Practice the Proper Timing in Advertising Knowing the exact time to advertise your services and products could be vital in keeping your business afloat. Commercial color printing marketing tools could be the best bet for any company. You could create flyers, pamphlets, business cards or posters. You could use several methods to obtain more consumers for your products and services. Creative Business Card Ideas Sometimes a plain white business card just won’t do. If you are in a creative field, like art, you can be more adventurous with your business card design. You would expect a graphic design business card to be more creative than a lawyer business card. Let Your Personality Shine Through For the small business owner, every little thing is going to count. You have to be aware of every opportunity for effectively marketing yourself and your company. If you don’t have the budget for the huge marketing campaigns it makes the little forms of marketing even more important. Beyond the Fad Brochures are an old standby of print advertising and color printing. They’ve endured the test of time, but sometimes they get overlooked in the rush to hop on the latest marketing bandwagon. Some will say that brochures just aren’t as hip and sexy as their online oriented alternatives. Planning Things a Year at a Time Too many companies focus on only the here and now. When it comes to their commercial color printing, they decide what they are going to do in the next month and that is all they have on their plate. When Your Marketing Campaign Isn't Working There are a few tell-tale statements that company executives make when their marketing campaign isn’t working or when they’re losing business. If you have found yourself or anyone at your company vocalizing thoughts similar to the following, immediately evaluate your marketing campaign. If you don’t change course, your company could be in trouble. Five Ways to Better Market to Women Although women are not always the shoppers of the house in the 21st century, they still do the majority of consumer spending in America. Every company should know how to target its product to women. Not doing so would be a monumental mistake. Avoid These Missteps in Your Ads Today's small business owner has many avenues to get the word out about their product. Tried and true techniques like utilizing color printing for targeted direct mail campaigns are still quite popular. How to License an Idea Maybe you are the creative type that comes up with great ideas, but you do not have a clue on how to run a business. Alternatively, maybe you would just rather think of great ideas than implement them. Either way, licensing your idea is a great method to be paid for your invention ideas. The Attention Grabbing Ads When you are flipping through a magazine how much attention, do you usually give to an advertisement? Quite often while I’m looking at a magazine I’ll just flip right past the pages with the ad, giving it only a second or so of my attention, if that. Making Your Business Card Business cards are an essential part of every businessperson’s arsenal. You have to have a business card ready to hand to anyone who might be a potential customer. Ideally, each business card will bring you an extra sale (or ten). However, that will only happen if your business card is effective, and it can only be effective if you make it better than the zillions of others out there. The Importance of Databases It can seem so technical. Only large companies are going to have extensive databases about all of their sales along with any other information they feel like keeping track of. How to Be Unbiased in Brand Planning When it comes to advertising your business, you have to set your personal preferences aside in order to make decisions that are right for your business. Although in some ways your personality is a reflection of your business, you do not want to make it so overwhelming that your advertising campaign fails to bring the results you expect. How to Market Your Breakthrough Products So you have invented a breakthrough new mousetrap. After years of toil your efforts finally have paid off with that great invention. Obviously, it is a proverbial mousetrap. It can be a new software application, gadget or any other new innovation. Now that you have your patent it seems like the hard work is over, right? Wrong. Make Your Brochures Effective Why spend the money on something unless you know it is going to be a success? Brochures are a form of advertising that can be particularly time consuming. Beyond just the costs, taking care of the designs, writing, layout, and pictures, along with all sorts of other details lends to a very time hungry advertisement. Because of the time invested, you want to make sure that the final product is the best it can possibly be. Getting Into the Market One of the biggest jobs for the new business owner is getting your name out on the marketplace. Given how full of other businesses and competition the market will be, you need to take the necessary steps to know exactly what goes into a great entrance. Organize Your Business Cards Most companies are going to put a lot of thought into their business card printing. They will spend their time looking over different designs that create just the right image for them. They will get their color business cards and eagerly hand them out to everyone else in an effort to get more business, but one thing they will also be doing is collecting other people’s business cards at the same time. 3 Offline Advertising Techniques That Work Many marketers these days have changed their focus from offline marketing to online marketing. But leaving offline opportunities is a big mistake. Offline marketing strategies are generally more personal, and if you’re more personal with people, they’ll feel like they know you and will be more apt to buy your products or services. Irritating Ads - Good, Bad or Ugly? I am sure you can think of an irritating television ad. You have probably even been angry that its annoying jingle or phrase is stuck in your head all day. To marketers, what critics and consumers focus on as “bad” advertising really is not bad in most cases. If the advertising gets people into stores or leads more traffic to Web sites, it is all good advertising. It does not matter if people like it; it matters if people remember it. Bring Your Company to Life with Color Your Company Has A Personality All Its Own Just as with people, each company has its own personality. Some companies are exciting, whereas others are boring. From your web site to the logo on your physical color printing, each aspect of your marketing strategy contributes to formulation of the corporate personality. Original Advertising Draws in Customers If traditional advertising techniques aren’t getting the responses or business you want, you may need to think more originally. Try to come up with ideas that no one in your area has done. Try using color printing techniques that no one in your area or product industry has used. Find the Right Balance in Logo Creation In a business, logo creation is as crucial as setting up a business plan. It is not as easy as going to a designer and having him create a cool, modern symbol with a ripped off tagline. Unfortunately, it goes beyond “cool”. It goes beyond what you think is the hype. Instead, it requires a deeper understanding of your business, how it can be best represented, the overall impression it leaves on its viewers and if it is sticky enough to be retained in the minds of your market. Who Said the Only Thing Free Is Advice? An old business teacher of mine (names have been removed to protect the innocent) told me that holding sales and discounting product wasn’t a method of acquiring new customers, it was a method of getting rid of old inventory. How to be Aware of Your Brand's Performance When any kind of problem comes along, many companies are inclined to gravitate towards the quickest, and often least extensive method of fixing it. For some issues this can be adequate to solve, but when the problem is related to something as intricate as a brand name, a much deeper consideration on how to improve things is going to be needed. The Language of Printing Every kind of business is going to have technical terms. I am sure you know people who are in one industry or another and periodically pull out those terms you have never heard before. The less you have to deal with the inner workings of the industry the less you need to know about it, so not understanding those technical words is not particularly important. Understanding the Printing Process Do you know what dye-sublimation is and what impact it has on your commercial color printing? When you are going to be printing a catalog along with some flyers, are you aware of what kind of printing process is best for these different kinds of advertisements? How to Break through Your Customer’s Doubts Expert marketers and sales people know that product resistance is often part and parcel of selling your products and services. It may be because of a particular concern on the product that’s preventing your prospective customers to buy from you. Or it may also be that they’re hesitant on how effective it can be to their situation. Creating Brochures That Speak For You Many times, when potential clients look at your brochure, they do not know you very well. This is their first impression of your company and your products or services. They are looking for information on how you can help them. Therefore, your business brochures should speak for you. How to Set the Price for your Design Services One of the most difficult questions for a graphic designer to answer is, “How much will it cost to design my logo?” It is hard to answer because, usually, the designer has no idea how much to charge. How much is the ability to design an attractive and impressive logo worth? Is there really a way to quantify it? Basic Information about Printing Most businesspeople do not know much about the fine art of printing. They simple design their advertising literature, and send it off to their commercial printer, where they will work their magic and produce the amazing results. However, it is a good idea to get a good grasp of the basics of printing, because doing so can help you make better designs for your marketing materials. Designing Your Company’s Success Developing brand identity is a vital part of succeeding in the business world. Your goal, of course, is to generate an identity that is instantly recognizable to customers, and leads them to investigate your company to fill their needs. How to Do Empathetic Designing Let us say you are a designer. Your task is to create the designs for a postcard marketing strategy that is going to involve direct mailing. You consider yourself an expert in the field. You think you know exactly what people want. The Complicated Process of Graphic Design If you think a graphic designer simply sits down, draws up an image on his computer, and emails it right out to whoever they’re working for, there’s a lot more for you to learn. Logos are simple, right? Most of them are very basic, easy to understand designs. How long could they possibly take to make? Managing Your Costs Even the most simplistic of looking advertisements will have had a lot of thought put into it. The well-done ads, even what appears to be a basic design, are made that way for a very specific reason. Building a Working Relationship with Your Printer The world of business can be broken down into relationships. Ultimately, it comes down to the relationship between a customer and the business providing a product or service. Within each business, are even more relationships. Old Wisdom: You Have to Spend Money to Make Money I know it isn’t always the easiest thing to do, especially for a new business. You spend the money to buy/rent a building, and then you buy all your merchandise. After that you hire people to run the store, and you spend money on the marketing, on the supplies, just money on top of money on top of money. Sending a Great First Impression to Customers If you are a salesperson, you are always seeking ways to sell more. If you are a businessperson, then you are a salesperson, no matter what your business is. You are selling your product or service, and so you should always be seeking ways to sell more. Why Giving Away Stuff Works At this very moment, I have on my desk a small, plastic, yellow slinky. The name Home Depot is written across the side of it in black letters. I received this slinky in the mail a few years ago with a colorfully printed advertisement. 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