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Kaye Z. Marks's Articles in Marketing

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The Basics of a Good First Impression I am sure that a lot of these, I really do not have to mention. But there’s this fact I’ve learned is that all sorts of things might seem obvious, but get ignored a lot of the time, like putting not using generic looking designs when business card printing simply. This then translates into the "generic" impression, which can also communicate to clients. Breaking Down the Right Kind of Questions For those getting booklet printing done, one issue you have to consider is how well you are going to be able to hold a person’s attention. No matter how interesting you think the material is, you still have to write in a way that keeps them interested, and gets them thinking about what you have to say. Save Money With In-Person Marketing I would say that one of the cheapest ways you can market yourself is to print business cards and then go out and sell yourself. Business card printing is vital to any kind of in person marketing, and given how cheaply you can print business cards, you will hardly be breaking your marketing budget to do so. Working Effectively With a Graphic Designer Working with a graphic designer can be a difficult chore for many companies for a variety of reasons. Partly it has to do with the fact that graphic designers are often hired from outside the company, and work for themselves rather than just the company. Know the Reason behind the Action An important way of gauging what type of marketing is like for your industry is to sit back and really look at what everyone else are doing in your specific industry. Are they usually sending out postcards or are they more inclined in putting up posters? Do they always make it a point to have calendar printing done in December of every year? Moreover, do they make it a point to advertise their products and services for every other holiday? Go Beyond the Expectations of Your Target Market I like a surprise just as much as the next person, and the best way for a company to surprise me is to deliver something that I was not expecting. What You Say is just as Important as How You Say It The two most important aspects in making a booklet are the things that you have to say and the manner in which you say or convey them. This actually seems kind of obvious, right? As such, if this would actually be the case, I would not have to see so many booklets that fail miserably to achieve a certain level of success in these aspects. How Excited Are You Personally About Your Marketing? You know, I’ve seen a lot of people talking about the need to vary up marketing because if you don’t your customers will get bored. Should You Do It Yourself? These days it’s a lot easier to get high quality designing software than it used to be. Not only is the software more accessible but a lot of it is easier to use than it was in years past. This stuff is being designed with the idea in mind that the everyday person is going to be using them, and so it becomes quite easy to work your way around the software and get something made. Think About Longevity There are two different ways you can look at the promotional items that you hand out at tradeshows. The first is the initial impression that your item has on people when they first get it. The second has to do with what they’re going to do with it once the tradeshow is over. Why Limit Yourself to One Card? There are so many different things you can do with a business card. From the words or images you have on the card to the very material that you print the card on, there are just so many ways to make some very impressive custom business cards. Marketing Specifics: Product Based Marketing Each type of company requires a uniquely different way of marketing depending on what kind of focus they have for their company. Advertising a company that is centered purely on products has its own methods for advertising you need to be aware of if you want to have any success. 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. 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. The Functions of Color Printing in Marketing Color plays a major part in marketing. Whether it's a brochure, postcard, poster, or other printed material, the colors you choose either positively or adversely affect the message you send. When color printing, it is important that you keep the role of colors in mind when designing so that your advertisement produces positive results rather than negative ones. 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. Great Promotional Items If you plan on giving away items to help promote your company, you need to be aware of just what kinds of items there are to give away, and what categories they fall in. Printing Flyers on a Budget One of the most economical ways to quickly get a word out is to print flyers. These fantastic little promotional tools can be extremely inexpensive and simple or glossy and flashy, albeit more expensive. Whatever your needs or financial limitations, flyers can be made to fit into almost any budget. 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? The Location is the Key I can recall the number of times I’ve been someplace I regularly frequent, and I see a poster up on the wall some company put up there. The Balance of Art and Information Posters can often seem like a delicate balancing act if you want to get the most you can out of them. The Unique Touch to Marketing a Service Product marketing is one of the more simplistic types of marketing you could hope for. I know there are a number of finer points to consider, and ways to do it exceptionally well, but the truth still remains that the product is what will ultimately sells a customer on whether or not they’re going to buy. The Necessary Dialogue One of the biggest misconceptions I’ve come across in the field of marketing is the notion that advertising is a one way form of communication. If you give this notion careful consideration, though, I think you’ll agree with me that this is a faulty idea and one that can only hinder your ad campaigns. Advertising is more than just making a blind pitch to a silent, faceless customer. 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. Make Yourself Stand Out Take a moment to think about all the different kinds of advertisements you’ve seen over the years. This will obviously include the champions of the advertising world like brochures, postcards, and so on. The Benefits of Loyalty Loyalty comes with very important benefits. No matter what industry you’re in you’ll notice that people who are loyal to a company are people who get better deals, better information, and an all around better relationship with the companies they do business with. 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. How to Print Business Cards So you’ve got your new business up and running, the customers are starting to call, but you really need some basic marketing tools, such as business cards, that you can give away to customers. You’re busy running a business, so you just want to print business cards and get it over with fast. 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. Know What Questions to Ask Question are always good at getting people into your advertisements, but only if you ask the right kind of question, and to do that you need to know what types of questions there are. The Mark of a Quality Brochure No one wants to spend the money you need to design, format, write, and have a batch of commercial printing done for brochures, just to see people never bother to pick them up and read them. Trust and Testimonials Go Hand in Hand The chief goal of any company is to get people to trust them. When I go into a store and buy something I’m trusting that they’re the best person for me to buy from. For some businesses this is easier to come by, because the kind of trust you need is different. Increase Your Sales by Narrowing Your Scope Some people seem to think that you need to target the largest pool of people possible to have the greatest success with your business. Sure you’ll be spending more money on those massive commercial printing orders, but you’ll be able to send out postcards or brochures to so many people of course you’ll gain more business because of it. What Benefits Are You Offering? It’s all about the offer. It doesn’t matter what kind of advertising you’re talking about. If you don’t have a good enough offer people aren’t going to care about you. 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. How to Make Testimonials Shine The question here isn’t whether or not testimonials work. Almost nothing else can improve any form of commercial printing as much as the testimonial. Here is someone’s word explaining to people how satisfied they were by your company, and hearing a compliment from a neutral party is always going to look better than listening to a company compliment themselves. Knowing the Limits on Ad Designs The advice on design I’m about to give applies to any kind of advertisements, no matter what style it is. It doesn’t matter if you prefer brochures, the simple business card, or a large poster as the centerpiece of your commercial printing, there are still common design elements that all of these greatly varying forms of advertising share. Know about the Commercial Printing Guide When you want to print brochures, flyers and other marketing materials, you might think it’s best to try to save money by printing them yourself. Improve Your Presentation The sales presentation can be the backbone of a strong marketing push, and can do wonders to help push sales, but a presentation isn’t always the easiest thing to do successfully. You have to really engage people and send out a strong message people want to listen to. The Pros of Posters versus the Pros of Catalogs Many business owners today are increasingly engaged in tunnel vision solely focused on the online marketing arena. Often forgotten are tried and true methodologies, which have been utilized for generations. How to Implement Your Marketing Strategies Researching the latest and greatest ways to implement effective marketing strategies is usually not the problem when it comes to failed marketing campaigns. The actual implementation itself is generally what holds people up. Marketing in Your Free Time You might have the weekend off, but that isn’t any reason to stop promoting your business. A small business owner is going to eventually come to realize that if you really want to get your sales going you’re going to have to embrace your marketing a lot more than most companies. Rules of Color in Print Design Researching the latest and greatest ways to implement effective marketing strategies is usually not the problem when it comes to failed marketing campaigns. The actual implementation itself is generally what holds people up. Updating Your Image Ever sat around with some friends and gone over what was popular back when you were younger? Depending on your age you might go over the tie-dye, laid back look of the sixties, the bellbottom, platform shoes look of the seventies, or maybe the techno, wildly colored hair and shoulder pads of the eighties. 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. 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. 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. 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. 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. Brochures and fancy ads alone will not cut it. Some Business Card Tricks You probably have gotten used to handing out your business cards quite regularly, which is good! Your business cards are great tools that can build your contact list and customer relations. If you are not already, you should get in the habit of handing out your business cards to everyone you meet that could become a business contact or customer in the future. 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. 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. How to Make Cross-Promotion Work for You Before getting into how you can use cross-promotion as a marketing technique, let’s define what exactly it is. Cross-promotion is when two groups (usually businesses) advertise together. Each group pools their money together to slash advertising budgets or helps promote the other group. Visa does this a lot. Even Small Businesses Need Big Advertising In the business world advertising is the way to keep that spark in your product or service. By understanding the times when you will advertise, times when you should maybe cut back on advertising, and ways to advertise you can make your company survive through many of the obstacles and pitfalls of today’s economy. A Name That Sells Much of the drive and focus of the majority of advertising businesses do is directed at convincing consumers of the value of a single product offering. Not all of your print marketing efforts are going to be focused solely on making a sale. Marketing to Relational and Transactional Shoppers You know who your target market is, and you know what you want to say, but do you know how you should say it? 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? The Basics of Small Business Marketing You Are Not Selling Yourself Contrary to popular belief, customers do not buy products or services because they like the company offering them. They buy products or services because they need them. Therefore, the key to selling your product or service is not to persuade the customer that you have a great company. Rather, the key is to convince the customer that you can provide a product or service that fills their need. A Mini-Guide to Product Launches Launching a new product is one of the most crucial events in a company’s history. Each product launch needs to go well in order for that product to succeed in the marketplace. Surviving the Flood It is not raining, but there is a flood out there on the streets. It is not rain. No, it is a flood of advertising. Everywhere you look, companies are fighting tooth and nail for that extra bit of ad space in a battle for consumer attention. The Home Effect I’m sure we all have one or two favorite spots we like to haunt where it seems, like the old slogan for the Cheers TV show, everyone knows your name. I know I do. I’ve got a little Italian restaurant down the road from me that I frequent and it seems like not only do they know my name, they know what I’m going to order before I do. Building Profitable Relationships We’ve all had that feeling, stuffed shoulder to shoulder at rush hour on the subway, sitting in a crowded café during our lunch break or navigating the crowded aisles shopping during the holidays. More than Just a Place to Shop Why exactly are people coming and shopping with you? If you don’t know the answer to this than how are you supposed to properly encourage them to come in? Big Prints, Big Impression The key to success in any business is being able to project an image that tells customers you are professional and stand beside the products you sell. That doesn’t mean you have to BE big, you just have to LOOK it. Small companies are able to project an image of professionalism by choosing professional color printing to advertise their business. The Future of Offset Printing The first printing press dates back almost 600 years. Printing has come a long way since its inception. Although digital color printing has its advantages, there is still a place for offset color printing. Most small businesses can greatly benefit by incorporating color printing into their marketing plan. How Color Printing is Defined Color printing is the reproduction of an image or text (or both) in color, rather than in black and white. What Do Your Colors Say? They set the mood. They invoke a wide variety of different emotions or feelings. They have a huge impact on the way we perceive nearly everything in life. Take a Look into Your Customer’s Mind Why exactly do certain advertisements appeal to certain people? The most obvious solution would be a matter of interests. Men who enjoy home improvement will be drawn in by a home improvement advertisement. You play up the interests that you know they have.

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