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Kaye Z. Marks's Articles Small Business Sales Marketing Promotion Careers Advertising Display Category|Title|Newest|Oldest 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. 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. 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. A Misconception About Advertising Everyone knows that in order for your marketing campaign to work, you as a business owner or advertiser should put out there attention-getting ads with either an appealing brand name or an offer that your clients can not resist. Your clients and prospects not only would be riveted to your ad, but they will surely remember it. Advertising Your Startup Business Sometimes what creates a long lasting impression in any customer’s mind is not just the product being sold. Watch any commercial, any ad campaign, and a noticeable trend can be seen: they are flashy, funny, eye catching, memorable, and rarely for just the product or service. Making a customer remember you can be one of the most important details with any business, even more so for a fledgling company just getting onto its feet. Analyzing What Your Design Says About You Design is always part and parcel of what makes your marketing campaign successful. As a graphic designer, half of your task is to make sure that not only do you make it easy for your target audience to understand your message, but to direct them also to your message. 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. Are You Barking Up The Right Tree? If you want to spend a lot of your budget on your marketing campaign and get minimal results, then you would probably want to try mass marketing. But if you want to have a more effective, less costly, and yet get better results with your color printing ad, then you’re better off advertising to a niche market. Are You With A Professional Full Color Printing Company? Whether you are a graphic designer or a business owner, choosing the most suitable commercial printer for your full color printing job is one of the most important factors for a successful marketing collateral. 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. Avoid Using The Word Quality for more Effective Ads It is not always true that when you use the word ‘quality’ in your print ads, you are assured of leads for your business. Sometimes, using the word too much can give you more losses than gains. 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. Basic Terms for Color Printing There are many resources for learning how to use color in posters, brochures, or any other type of marketing materials. The only problem is that these resources cannot help you if you do not know the terms. Below are some of the most common color printing terms you need to know. 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. Break Free from Cliches When doing your marketing tool, do not ever think that cliches can get you the results you expect. This is just one of the biggest hoaxes in marketing. Including cliches in your ad copy is like that, a cliche. 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. 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. Building Your Startup Business What is the key to most successful businesses? Marketing. After all, you can have the best product in the world, but if no one hears about it, it is not going to matter. Unfortunately, not everyone can afford to put a 30 second spot on the Super Bowl. That is where commercial color printing comes in to play. Catalog Printing for a Low Budget Anyone who has ever produced catalogs knows what a major task and expense it can be. Costs can begin to go up easily if you are faced with a decision that needs to be made quickly. Avoid an escalating budget by planning ahead of time ways to cut costs yet retain professional catalog printing results. Choosing A Commercial Printer The most important decision you are going to make as a marketer is to choose the right printer for your project. Whether it is a professional commercial color printing company with the most expensive rates, or the guy around the corner that provides instant printing, your ad’s success depends a lot on your commercial color printer. Color Printing on Colored Paper When you design a brochure or other marketing piece with color printing in mind, you usually don’t think much about the background of the paper, right? You’ve probably assumed you’ll be using white or an off-white color to best show your colors. When you print on white paper, you know what you’re going to get. But white paper stock is not always the best choice. Color Printing, Defined When you need a commercial printer for your marketing collateral, it is but natural that your printing house would ask you a lot of questions about your requirements. Moreover, sometimes it can be difficult to answer most of them questions if you are not familiar with the words. In addition, most of the time, the terms can be a bit confusing for a nonprofessional like yourself. Color Printing: RGB and CMYK Color is color, right? Wrong! Depending on your application and use, there are two main color referencing formats you will come across: RGB and CMYK. These two color formats are for completely different uses, but the result of the two formats is the same to our eyes. 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. Color Your Ads Right Do your colors say the right message to your clients and prospects? Believe it or not, your choice of colors does make a difference in how your target audience receives your message. When done right, your colors can actually help you convey the right message that brings out the brand that you would want to be recognized. Commercial Printing Paper: Brightness, Weight, and Coating The commercial printing industry has a language all to itself. For anyone diving into their first commercial printing project, this language barrier can be intimidating at best. For example, the type of paper you choose to print on has a number of key descriptors: brightness, weight, and coating. Each of these describes the different aspect of the paper and will help you choose which kind of paper you need for your printing project. Compassionate Designing Designing your marketing materials is all about enhancing that passion, not only to make a superior design, but to serve your clients and users well by creating a design that they really need and demand. With your postcard marketing design, for example, it is all about valuing your users and clients’ experiences and opinions as something useful and helpful in creating your design. 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. Corporate Branding vs. Personal Branding Personal branding is all about you. It is something that any of us can relate to because it is what other people see as a reflection of our identity and values. Create an Eye-Catching Hook for Your Print Ads When people see a print ad, they usually take two seconds to evaluate it before they decide whether they’re interested in learning more. This means you need to create a great hook to pull people in to your ad. The best way to hook people is with a great image. Create Ripples With Your Advertising In any type of advertising, whether color printing or the media, the key to marketing effectively is to be in the same wavelength as that of your target audience. It does not matter how great your design is or how appropriate your message, you would not get their attention if your target clients are preoccupied with something else. Creating Ads that Appeal to Most Cultures Nowadays, with globalization and all, getting your business to cross can mean a better future for your company. 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. 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. 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. Developing Your Sales Message No matter how good your advertising materials are, you still need to have a personal message that you can convey to customers. There is still no better way to make a sale than with some good old fashioned conversation. Digital Design to Print Design Challenges Colors display on computer monitors very differently than they display on paper. But color printing is vital for businesses of all sizes in today’s competitive market. With the importance of branding and corporate identities, translating your logos and color schemes accurately from digital design to print design can be a significant challenge. Do not Go for Just One As it stands right now there are four distinct forms of marketing. The first is color printing, the second is television commercials, the third is radio, and the fourth is the internet. Each one has a unique nature that separates it from the others, and you really can’t compare them very well given how different each one is. 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. Do's and Don'ts for Effective Advertising There are so many ways to advertise these days that it is hard to know what options to use and how to use them. Here are some quick and easy tips to effectively advertise your business or product. Enjoy the Benefits of a Strong Partnership For most businesses there is going to be a busy time of the year and a slow time. There might be multiple patches of busy moments along with a handful of slow periods as well, but it’s unlikely that you’re going to be going strong at every single point in the year. 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. 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. Forming The Circle Of Trust (And Benefits) Networking is part and parcel of having a business. It is the process by which you meet not only potential clients but more importantly, colleagues and partners to help you grow your business. Get a Sampling of the Marketing Field If you’re going to jump into something you want to know exactly what you’re going to be getting into, right? Get Better Response: Say the Words Your Clients Want to Hear Even with the most engaging design and brilliant colors done by the most expensive commercial printing company, your promotional materials will not be able to do you any good when it comes to getting any sales if all they get to do is to attract. More than attract the attention of your target readers, your marketing collaterals need to produce sales fast. Get Into Your Readers' Minds Just what do you think are your clients thinking when they react to your advertising campaign? Do they appreciate based on their needs or wants? Or do they decide what is good and what is not based on their own preference and requirements? 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. Getting To Know Your File Formats Before you go out and send your ad to your color printing company, it is appropriate for you to know about things such as graphics file formats, vectors, bitmaps, and formats and software you can use to help you create your ad campaign. 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? 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