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Kaye Z. Marks's Articles in Marketing

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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. 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. Event Planning: Getting All Your Seats Filled Your company decides to hold a big event. You need to get fifty seats filled, hundred, or five hundred. You are given the task of getting those seats full of people, and so you sit down and start to strategize on how you can go about doing it. Here are some tips for figuring out the best ways to get the job done. 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? How to Market Your Small Business The first step to small business marketing is to identify and exploit the differences between you and your competitors. Once you do that, you need to communicate these differences and the benefits of customers choosing you over the competition with your marketing materials. 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. 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. Helping Others Can Truly Help Your Company 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. 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. Finally you ask yourself, “When am I going to make money instead of spending it?” 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 Effective Way to Use Flyers Sometimes you just don’t have a fortune to spend on something like marketing. The natural problem here is that if you really want to generate strong business in order to make money you need to be prepared to spend money in the first place. Because of this, a lot of small businesses are forced to really squeeze their budget in order to afford any kind of marketing. How Offset Printing Works Offset printing is a technique during which an inked image is transferred, or “offset” from a plate to a rubber blanket, then to a printing surface. Offset printing is often combined with lithographic printing, which uses the repulsion of oil and water to produce a flat image carrier. This is often referred to as offset lithography. 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. 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. Irritating Ads - Good, Bad or Ugly? For the small business owner, advertising can be a major expense. When you add that to the cost of commercial printing costs it an seem as though advertising costs go above and beyond any potential profit that one may incur because of advertising efforts. How to Create Culturally Appealing Ads Culture is the beliefs, social norms and traits of a group. Culture affects everyone in everything they do. From personal relationships to the business culture at work, the way we conduct ourselves is defined. Culture helps us understand each other. 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? 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. 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. Zoom In to the Local Industry Online advertising is one of the easiest ways to market your product or service today. Nevertheless, what would make it even better is if you do some local online advertising. People are starting to ignore online banner ads, so you need to make sure your copy is snappy and to the point. You need to grab that reader’s attention before he clicks on to the next page. 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. Overcoming Buyer Hesitance To Get That Final Sale Expert marketers and sales people know that product resistance is often part and parcel of selling your products and services. It's usually due to a particular concern on the reliability, usability or usefulness and feasibility of purchasing product that’s preventing your prospective customers to finalize a sale. Breaking Free from Using Clichés Bear with me for a moment, and read the following four lines. Then I will get to the point of this article. 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. What Does Your Marketing Design Say About You? Your marketing materials are a reflection of your company and your products. Every choice that you make in designing your marketing materials, from the color scheme to your font choices tell your clients who you are. However, do you know who you are? Do you know what image you are portraying to your clients? What is your design telling your potential clients? 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? Where is Your Marketing Attention Focused? Not every product is meant for everyone. I know many companies are tempted to try to target as many people as possible in order to maximize profits, but they are probably going to get closer to maximizing the cost of marketing than anything else. 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.

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