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Stop bothering me with those pesky job specs!

Stop bothering me with those pesky job specs!

Recently we did some logo work for a guy who had worked with a number of other graphics designers in the past. When he first hired me he said “can you handle my graphic design needs because I’ve asked for quotes from a couple of other designers who are being vague about what they’re going to do, and that bothers me.”

So when I started doing a job for him I sent him an email & asked him the same thing I ask every client, “What are the specs for this job?”…(that doesn’t seem like an unusual question to me but  I guess it seemed like a big pain in the butt to him because the client didn’t answer the email.)  So I asked him again…..”David, can you give me an idea of how you’re going to use this logo artwork so I can be sure to set it up correctly?”   He sent me back an email that said “can’t you just do it the regular way?”.

I tried to explain that while graphics design may not be brain surgery, it’s still a technical skill that works with and outputs technical data.  The artwork we create as graphics designers is the technical information that a printer would need to be able to print a job correctly.  OR if it’s a digital job, the artwork would be the information that your computer needs to be able to display your website correctly, for example.

To do ANY job, we have to know what it’s for and how it’s going to be used.  Is it a printing job that’s going to a “CMYK” or four-color printer?

Is it a spot job such as a two color business card or a silk screened or embroidered t-shirt?  Is it a piece of letterhead that you are printing on your inkjet or laser printer?  Is it a website that you need to load quickly so your customers don’t lose interest?  All of those different types of jobs require us to set up a job with different settings or specs and those settings ensure that the job will print or appear correctly.  And no sir, there’s no such thing as “the regular setting” in advertising.

The problem with this client is that neither of the previous graphics designers had bothered to ask him what he needed the artwork for and as a result the client thought I was a big pain in the butt.  I gently explained that the ONLY reason his graphics designers hadn’t asked him for job specs in the past is because they either didn’t care about his job at all OR they weren’t experienced or trained enough to know any better.  I tend to think it was the former.  And the only reason his jobs hadn’t come out incorrectly is either because the printer fixed the specs without telling him or alternatively, he could have experienced a miracle.

What are “Job Specs”?

CMYK Inks

CMYK Inks

Color Printing – when you’re flipping through a magazine looking at the pretty pictures you’re looking at a CMYK or four color offset print job. A CMYK job prints with the standard, four ink colors that offset printers use: cyan, magenta, yellow & black (thus abbreviated to CMYK).  The artwork for this job tells the printing press how many of each of those four inks to use when they are mixed to make any one color.  If the photos are not set up as CMYK, but as “RGB” (or Red, Green, Blue) for example, the job isn’t going to be able to print at all without being fixed.  So if my client gave us job to his last printer this way they would have had to fix the artwork.

Spot Printing – This type of printing was very popular in the old days because it saved money by using less press time, less set up & clean up time and less than the standard 4 inks.  Instead of mixing the four CMYK inks as with Offset Printing, Spot printing allows us to pick a premixed ink color that the printer essentially grabs off a shelf and uses “as is” to ensure that the desired color is reached.  However with the rise of “discount printing” (which is really just “gang” printing i.e., printing multiple jobs on the press at one time) there are not as many reasons to print spot color.  Spot color printing is still used however.  Sometimes when a client is particularly concerned about their logo colors, for example, we might print a job with 2  or 3 spot colors OR we might print a CMYK job and ADD one or two spot inks (for what’s called a 5 or 6 color job).   Needless to say if we don’t put that information into the artwork, then the printer won’t know what color to use and the printing presses will be confused as hell. There are a number of different types of spot colors used, but the most famous one is made by “Pantone” and you can get a “Pantone swatch book” that let’s you pick the spot colors for your job.

Pantone Swatch Book

Pantone Swatch Book

By the way, you cannot pick your colors by looking at a job on the computer monitor…..what looks orange to me could look pink to you.  The correct and ONLY way to do this is to look at a physical Pantone book and pick the colors that way.  Anything less than that and you’d be guessing.

Digital Printing – there are digital presses now and you would prepare your artwork to print on a digital press the same way you would if you were sending a job to be printed at an offset printer.  however there is some variation in this so for that reason…..you need to ask your printer for his printing specs and give those to your artist.

Digital Jobs – not all jobs are going to print, and thus not all artwork has to be prepared for that purpose.  A website design is not for printing (unless of course you want people to be able to print the website on an inkjet printer, and that has to be considered before the job is half done).  There are not printing specs for a job like this but there is still information that has to be integrated into the file that is critical to ensuring that your job looks good and loads correctly.  For example, images that go into a website don’t have to be as high resolution as the images in printing jobs.  Here’s the rule:  You’ll need 72 dpi images for digital/web work, 150 dpi images if you’re printing a job on your inkjet or laser printer and 300-600 dpi images if you’re printing Offset/CMYK.

A note about resolution – if you give your artist a photo that’s the size of a postage stamp then they cannot increase the physical size of that job to be an 8″ x 10″ job, for example.  So always give your artist the biggest, highest resolution images you have and then depending on that, your artist should be able to tell you how big he or she can make that image.  don’t skimp on images…there’s not much worse than trying to use crappy images on a nicely laid out job (well, it also sucks to have typo ridden text, but that’s another article).

While there is a whole lot more that can be said here, I think this is a good introduction for you whether you’re a client with a print job or a young graphic designer who slept during this class in college.  If you have any questions about this please just shoot me an email….at emily@thebrandxagency.com


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Write your text first, the rest will follow…..

A previous blog was about figuring out How & where to start your new brochure.  This blog will give you a little info about what to do next and help you answer the question about “brochure size”.

I often get calls from clients asking me to quote a brochure, but that’s hard to do without more information than that.  If you reviewed my last blog, you can use that info plus you’ll especially need to know how much text you’re going to have.  The size and design of the brochure is, to a large degree, driven by the amount of text you have (aka “the ad copy”).

To determine that, start with an outline of what you want the brochure to “cover”.  If you’re working with an experienced advertising copywriter, and I hope you are, then they should be able to tell you if your outline is “correct” or not.  Don’t be offended if the writer uses your outline as a general guide and creates a new one based on his or her experience.  AFTER ALL that’s what you’re paying them for, right?  A wonderful author. Roy H. Williams. who wrote “Secret Formulas of the Wizard of Ads”, said:

In one critical aspect, the advertising business is unlike any other.  The idea that the customer is always right may be true in every other business, but it will lead an advertising person to ruin just as surely as if he had jumped off a cliff.  The ad writer who believes the client is always right will give the client what he requests instead of what he really needs.  Everything will be roses in the short run, but when the campaign yields disappointing results, the ad person will get all the blame for the client’s bad idea. 

With that in mind, don’t forget ADVERTISING RULE #1: “Copywriters and designers are NOT MIND READERS”.  No matter what you ask them to do, it’s very likely you’re going to have to provide them with feedback, and as a result, changes will need to be made.  THAT’S TOTALLY NORMAL and an important part of the proofing process.

You’re the one that knows your business and your ad consultant knows advertising and marketing.  To get the best results out of any consultant, try to give them as much input as you can from the beginning.  On the other hand, try to make them feel comfortable giving you feedback in return.  There’s nothing worse than when a client verbally attacks a consultant.  That only makes them afraid to tell the client the TRUTH (which is what they so desperately need to hear).

Once you’ve agreed on the outline, then the writer can develop the text based on that.  It’s usually at this point that a good ad person can give you an estimate of the size brochure you should do, even before the text is written.  Just remember this, most clients want to say a lot more in their brochures than the ad person will generally recommend.  Try to see things from your clients’ perspectives….they’re only going to give you so much time, so keep things short.  (look who’s talking J)

There’s a lot more to say about “advertising copy” but I’ll leave it at that for now.  Next time, I’ll give you a run-down of the different “standard” brochures sizes.


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Your Tradeshow Checklist

Your Tradeshow Checklist

Everything you need to know about going to a trade show from a 30 year trade show veteran.

Deciding to go to a trade show

After you decide to go to a show your first decision will be what size of booth space to I need and where should it be?

Obviously size is dependent on budget but after that you have to think of your competitors’ booths. If your competitors are all showing up with 60′ x 60′ Islands you’re going to look pretty mediocre in a 10′ x 10′ booth. HOWEVER if the budget is really low, then you may not have a choice. If you do have a choice, try to AT least pick a 20′ x 20′ booth as that will give you a lot more room to work in with better visibility. Of course another essential consideration when you determine your booth size is the size of your existing trade show booth (if you have one) and what minimum size booth space does it fit into?
If you exhibit at the same show each year, then at the end of the current year’s show you can usually go and pick your booth before most of the other exhibitors do. The selection process is done on a matter of seniority (based on how many times you have been to the show previously and how big your booth was at those shows). The negative thing about picking your booth space at the previous year’s show is that you’ll have to pay your deposit right then (which can sometimes be a hardship after you’ve just paid for the previous show). So if you didn’t pick your booth space last year, then sometime before the show, you’ll be mailed or emailed a map that will essentially make no sense whatsoever [especially if you’ve never been to that particular exhibit hall]. If that’s the case, it is a good idea to call someone at the trade show developer’s office (a.k.a. “the show people”) and ask them to go over the map with you. Review all the available spaces with someone familiar with the exhibit hall and how it’s going to be set up. Try to pick a booth closer to the front of the exhibit hall or next to some rest area or eating area (that you know potential clients will be hanging out in). If the map you see doesn’t have any decent booths, be sure and let your show rep know you’d like something better. there are often cancellations and booth spaces become available, so if you don’t tell them you want something better, you’ll never get it. Be sure and ask the show people if there are any columns or other obstructions that will be in or around your booth. If so, try to pick another space. It’s also a good idea to be near your biggest competitors (especially the ones that all your customers will go to see or all the customers you WISH were yours will go to see). If you’re close them or next to them, sooner or later a decent, potential clients will stroll by your booth. o Read the show Book o Fill out all forms o Write all checks which are due by the show deadline in order to receive pre-show discount
Some time before the show they’ll send or email you what’s called the “Trade Show Guide Book” that will have all the forms you’ll need to fill out to exhibit at the show. You don’t HAVE to fill them out in advance but if you don’t you’ll pay more and sometimes get the bottom of the barrel when it comes to renting furniture and flooring, etc.

Getting people to your booth

Consider ordering and sending out some invitations to your top customers. It’s a personal way to let them know that you remember them and care if they show up or not. Make sure whatever you create (design & content wise) is consistent with your overall corporate brand as well as the show theme. You may not think you need a show theme but if not, refer to my previous blog posting “What Mardi Gras Beads can teach you about Advertising”.
Consider having your invitations (and all your trade show printing) handled by a print broker. People mistakenly think that print brokers are more expensive than going out and getting your own work printed but nothing could be further than the truth. If you don’t believe me get your own quotes and then give them to a broker and ask them to beat them…..see what happens.,
Include existing and potential customers. It goes without saying that it’s a good idea to send out invites to your existing distributors or clients but of course you also want to attract new clients. To do that call your rep at the trade show headquarters in advance and ask if you can purchase last year’s attendee list. Alternatively ask if you can get this year’s registrant list to make sure you’re communicating with the people who are planning on attending this show. There are other ways of reaching potential new customers such as co-marketing with other attendees (who have similar target markets but who don’t compete directly with you), local advertising, press coverage and distributing invites or flyers at local hotels to name just a few.
See more things that you can do to get people to your trade show booth in the advertising section below. Don’t forget to release a Press Release prior to the show. Call the show publication and ask them when the show issue will be “closing for editorial” so you can make sure your press release gets to them in time. Consider releasing some newsworthy product or other story to other trade related journals so you have something to say that’s enticing to get potential clients to your booth. Consider conducting a show event or contest or other promotion that you can announce in advance of the show and entice visitors to stop by.
Once you get visitors to come by your both via PR and marketing, you can get them to stay by providing beverages (water for sure, and booze if the show will let you) and give them a place to sit down. Sometimes people complain about having people lounge in your booth but if you provide enough room for people to sit down it won’t matter.

Trade Show Booth and Supplies

if you are reusing an old booth be sure to have someone get the booth out and set it up…believe me there’s nothing worse than getting to the show and finding out your missing a piece that takes a week or two to reorder and replace.
Once you’ve inspected your existing booth you can decide if you need a new one….besides if you have to gravel in front of your boss you’ll want to have all the information you can get as to why the old booth can’t be reused again. I’ve purchased many a “pop up” booth which is convenient, easy and can be brought into the show without paying the “show labor” (union workers). If you’re lucky enough to be able to afford a custom booth do me a personal favor and don’t hire someone who’s unimaginative. If you’ve got a budget to create a new booth make sure you have the help of someone who knows how to do this, knows how to save money doing it and can think out of the box to get you something memorable.
Create a trade show booth inventory that includes every single item that is in your show crates. You THINK you’ll remember this when you’re packing up your booth at the end of a show but trust me, next year when you’re getting ready to go to a new show you will not remember that one of the support rods buckled under the weight of one of your customers who sat on your counter!
Carpet or other flooring; is the current condition is ok? Does it need to be cleaned or replaced? Think twice about renting the show carpeting….it’s usually gross and it’s almost always cheaper to buy something and just toss it (or donate it) after the show. I used those puzzle pieces made out of foam once for a show and not only did they look great but they felt good on our feet. It’s a good idea to try to think about providing a certain amount of comfort to your clients because it helps to get them into your booth and to stay there.
To lock up inventory & handouts; do you need to hire a cage to lock up the equipment or does the booth have a lockable area to put valuables?
Do they need to be replenished from last show? If so what? Consider taking things like Windex, Plexi cleaner, Formica cleaner, paper towels, Velcro, scissors, staplers, screw drivers, hammers, tape (bring clear packing tape not only to pack up show boxes but also to run along the edge of your flooring…it’s usually required by the show management to ensure that visitors don’t trip over the edge of your carpet), vacuum / vacuum cleaner bags, writing pads and pens, etc.

Shipping/Crating

Does your trade show booth require crates? Don’t forget to bring locks and it’s a very good idea for your crates to have wheels. Did the crates survive the last shipment or do they need to be repaired or replaced?
Your shipper should provide you with preprinted labels either before you go to the show or at the show. If you don’t have labels go find your shippers booth around the service area of the trade show and there should be someone there that can help you. If you know your shipper isn’t going to have a booth at the show, be sure and take their complete contact information and name with you so you can call them to let them know you’re ready to be picked up.
Research the different options and how it affects other costs: 1. Shipping with cheap shipper (not a common carrier); if you do that will you have to pay full price to get the products into the booth and will you have to hire a separate shipper to bring crates from airport to the show? 2. Or, ship with the show shipper; pay a higher price, but get the package deal to bring the crates into the show floor. 3. Or get a quote from a common carrier – other than show shipper?
Consider filing for credit with whichever shipper(s) you use, otherwise you’ll have to have a check or a credit card for these people when they pick up your booth at the show.
Check with show booth to see what your “target” date is for shipment arrival.
If needed, don’t forget to tell the shipper to come to pick up your shipment with a truck that has a lift gate.

Furniture for booth

Keep in mind that sometimes the show furniture is really hideous so you might want to go and rent furniture at a local furniture rental location (but don’t forget to consider how using outside vendors will influence OTHER show costs, because you almost always have to pay union people to carry in items from non-show related vendors). (you also may have to do the same with show vendors but often there’s a package price).
Condition of any existing furniture, does it need to be painted or repaired? Did anything break the last time around that needs to be replaced? Does the existing furniture upholstery and colors match your new show theme or will repairs and/or replacements need to be considered?
If you’re renting them, have the forms been filled out and how many to you need? Keep in mind that sometimes it’s cheaper to buy something than to rent it….even if you have to donate it to the local shelter when you’re done. When you rent or buy anything outside the show you have to consider when the exhibit hall will allow your vendors onto the show floor to deliver the items among other nightmares (such as will your vendor have to wait in the line of teamsters to get into the exhibit hall itself and will they charge you more for this or not?). As much as the rule books often tell you that each and every item has to be checked in and out…..it’s not always true. My sister and I bought a HUGE circular sofa and dragged the entire thing in through one of the side doors at a Consumer Electronics Show in Vegas (we did a lot of things like that to have a nicer hipper show when we knew we wouldn’t be able to afford both the cost of the sofa and the cost to pay the teamsters to bring it into the show…..now mind you I heard of a guy who got beat to a pulp for doing this at the Jacob Javits center in NYC years ago but we were girls and I can’t say that didn’t help us to get by with more of that type of thing, at least just a little).
Don’t rent these…..that’s ridiculous. Just buy some inexpensive ones you can hide under or behind the booth and donate them to the Salvation Army after the show.
Looking through the list of rent-able items will usually remind you of other items you may need. Keep in mind that 99.9% of the time it’s cheaper to just buy the thing you’re thinking of renting and donating it to a local shelter.
Sign up for service/ bring own phone as it’s much cheaper than renting a phone at the show (sometimes it’s cheaper to just bring cell phones but the signals aren’t always perfect on a show floor and if you do that don’t forget to arrange in advance to get your internet connectivity via your wireless carrier as well).

 Posters/Signage

Do you need to have any of the signage on the booth changed or can you use existing signage? If so, what is needed and where do you get it done at? Do yourself a favor…don’t use those ridiculous white cardboard signs that the show often supplies exhibitors with – they just reek of cheap, homemade and unprofessional. You’re better off not having a sign if you have to use that ugly dog.
Design new layouts, write copy, print, trim, laminate, pack to ship?

Lights

Most trade show exhibit halls aren’t lacking when it comes to lighting but a few carefully placed spot lights can highlight important products or signage and make your booth look better. Consider if your lighting is part of your display or if you need free-standing lights…if so find something sturdy. Don’t forget whatever you put in your booth is going to have to be approved by the Fire Marshall who will take a “walk through” right before the show starts so be prepared to have you booth shut down if you have some crummy lights that don’t pass inspection.
Do you need to replace bulbs? (Better safe than sorry and having to run around a foreign city in a taxi or a rental car and looking for some odd sized bulb is not my idea of having a good time…..also it’s hard to explain a huge taxi bill to your boss).
I know it seems a bit anal but check the cords to make sure they’re OK

Back-wall curtains

 Curtains – Use existing curtains that come with the show or opt for a different color curtains? – seriously try not to use the show curtains as your only backdrop…unless you’re desperate and quite frankly you could at least have a custom set of curtains silk screened with your logo and hang them on a secondary set of curtain rods (you can’t take down the show curtains most of the time because the booth behind you may need them…of course if you’re an island booth that’s a different story all together). 1. If changing the curtains, do you “rent” show curtains or bring our own? 2. If you bring our own, do you need to have them made and ship with the booth?

Catering for the booth

Do you want to serve coffee or at least have a water dispenser? Food?This has to be done with the show caterer. Food is too obvious to sneak in!
It’s not a bad idea to have a “party” in the booth at the end of one day – with music and catering. Get special permission from the show management.

Booth Giveaways

Research give away ideas; consider giving away mugs, shirts, bags, pens, etc. – preferably anything that’s memorable.
Promo orders & timing – Get items quoted/approved & ordered far enough in advance so you can ship with booth.

Booth Security

  • Product security – What will you do with the products at night? Take it all with us? Research this.
  • In booth security options – order a “cage” to lock products up at night or design security areas into a new trade show booth when possible.
  • Security guard – consider hiring a security guard for higher valued inventory.

Brochures

  • Existing brochures – do your existing advertising and sales support materials suffice to take to the show or do you need to do a new one specifically for the event?
  • Show special – If you’re going to do some kind of a show special it’s always a good idea to provide some kind of “take away” that the customer can look at later when they’re (hopefully) reviewing all their trade show materials.
  • Review strategy & objectives – I could write a book on this subject….no matter what printed materials you do at the show, consider how the show objective differ from your normal marketing objectives.
  • Brochure production – Design, write copy and do layout – go through proofing process with management.
  • Printing – get quotes and make sure you order what you’ll need for the show in plenty of time to get the items before the show.  Consider hiring a print broker who knows where to get the best and lowest cost printing for you.  A print broker can save you as much as 85% of what you’re currently paying for printing and often they don’t mind if you’re not printing 10 billion of something.
  • Shipping of print materials – Print locally and ship to show or print at show destination?
  • Price Sheets – do you need to do a price sheet just for the trade show or does your standard price sheet suffice?  If you need a new price sheet allow plenty of time to discuss pricing issues with the corporate management team.  
  • Printing Price Sheets – Depending on how many price sheets you’ll need you will either photocopy or offset or digital print the price sheets.  It’s cheaper to print offset or digital if you need anything more than a handful of printed prices.
  • Shipping Price Sheets – Ship to show with trade show booth or send UPS in advance? Or ship Fed Ex (depending on time)

Advertising

  • Ads – Any ads for the show?  Check with the show to see what advertising options they are providing to show exhibitors.  Obviously you don’t have to advertise with them and you may want to consider doing some local advertising that is not “sanctioned” by the show management.  You will just have to determine the pros and cons of each option and decide if it’s worth the extra price to advertise via the “show” channels.
  • Show directory – listing?  Has our information been submitted to the show directory? If so, has the booth number been changed since the initial show sign up? If so, has the directory printer been notified?
  • Show website – review the web related advertising options offered by show management including website ads, email marketing and digital show book listings.
  • Other marketing options – see show book  for other advertising options such as bill boards, radio ads, magazine ads, local TV, press conferences, show news releases, editorial content that’s being distributed in advance of and during the show, etc.

Photographs

  • Photos of the booth – Over my career of 30 years I cannot tell you how many trade shows I’ve been to and how many exhibits I’ve designed, constructed and put up that I have NOT photographed.  Quite frankly it was often because i just didn’t have the budget for that when all things were said and done but I should have done it for a hundred different reasons.  Decide if you should hire the show photographer to photograph booth, hire a “non show” photographer or photograph your booth yourself.
  • If you photograph your booth yourself, be sure and bring a camera (phone) and consider if any other materials are needed.
  • Make sure you integrate any photos you take into a press program and social media marketing efforts.

Press Package

  • Hooks – creating a list of possible “hooks” for your press releases – a PR hook is something that ties your press release into current events, show happenings and other events & issues that will make your press release more than just a sales pitch.
  • Press releases – Write press release(s); How many press kits will you need and how will you get them to the show?
  • Press release distribution – either print or distribute digitally, depending on what show management prefers.  Consider using an Internet press distribution company such as “PR Newswire”.
  • Photos – include digital photos with your press release?  If so provide a flash drive or some other digital method of transmitting your photo to the press staff.
  • Folders – check with your show management to see if the attending press wants printed press materials or if they will only accept digital press materials.  If you need printing materials, consider printing professional portfolio folders with your company logo or buy at office supply stores and print labels?  (that latter option is pretty crummy….so in that case you might want to just do a digital press mailing prior to the show).
  • Print labels – print labels for folders in-house or at a printer?
  • Assemble packages – assemble packages to be left in the press room at the trade show.  Most shows now days don’t even accept printed materials any more but check with show management to see how they’re handing press release distribution.  Whatever that is – make sure you participate in that because the press coverage is essentially free.

Web site

  • Web changes – what changes are needed for the show?  At the very lease you’ll want to post the information about the show itself and let people know how to find you.
  • Promos – It’s a good idea to do some kind of promotion at the show and tie it into your website.  There are a million things you can do and what you do depends greatly on what what type of product or service you sell, your target market, your completion and many other factors.,  For this reason I highly recommend you hire someone creative to help you think of something creative and memorable and most importantly someone who knows how to handle web marketing & social media.
  • Products & Services – Do you need to add new products or services (or the new show special) to the website
  • Sales Support Website – do you have a sales support website for your sales staff?  It’s a good idea to add copies of all the new sales support materials, promotions and promo materials to the website so your sales staff can not only see that you’re supporting them but also so they’ll know what items they have access to before, during and after the show.
  • Other Site Changes – Other items may need to be changed or added to the website such as instruction manuals, show event calendars, booth staffing schedules, etc.  If you have a section on your site for reps or salesmen, do you want to announce a sales meeting at the show? Time and date?  Don’t forget to do the planning for this!  (btw good idea not to serve to much booze before the sales meeting…I made that mistake once regrettably).
  • Website Press Portal – If you’re having a press conference, perhaps you’d want to post the press releases and the conference information on the website.
  • Show Specials – the website is an obvious place to list the info about any show specials you might be planning on having at the show.

Products for show use

  • In Booth Inventory – Think through and inventory what you’ll need for the trade show (i.e., how many groupings of products are needed? How many display areas will you need in the booth? Do you want to make a grouping on the table or on the reception desk in the booth?)
  • Ordering Inventory – Do an order form to your warehouse/order department for the inventory that will be needed for the show; remember this inventory needs to be re-checked in upon return so save all packaging at the show.
  • Point of Purchase Displays (POPs) – Get a matching number of point of purchase displays (if the product that’s displayed at the show has such an item) and don’t forget to develop any signs that you’ll need to describe what your products are, the prices, etc.?
  • Brochures for POPs – Also, get quantities of the brochures for each item on display, which can be set next to the product. (Do you need plexi-stands to display these brochures? If so, how many will you need?)  And these don’t usually ship very well, this may need to be taken to the show by hand or have them shipped directly from the manufacturer to your hotel.
  • Batteries – Do products require batteries? If so order and ship to make sure you have plenty before and during the show.
  • POPs for Services vs. Products – if you sell a service rather than a product consider treating the service LIKE a product in that you’d create a point of purchase display (POP) for each service with the same types of signage and brochures that you’d put next to an actual physical product.

Hotel, Airline & Car Reservations

  • List of Employees – Create a list of all the employees attending the trade show and assign someone the task of researching airline & hotel reservations for these people – if hotels are held with a credit card, put last day to cancel on computer reminder system so you don’t forget to cancel and get charged for rooms you don’t need. (who, if anyone, can be doubled up and bunked into one room?)
  • List of outside reps that will be attending – hotels & reservations for them?  If so, who will be paying for that?  Get approvals from management on this.
  • List of customers attending show – are you paying for any of them to attend?  Hotel? Airline reservations?
  • Itineraries – Send out itineraries to anyone going to the show
  • Auto reservations – for all of above (reminder: send out memo to employees reminding them to bring their proof of auto insurance and a credit card with space for a deposit to rent a car).
  • Auto shuttle from show to hotel – Rent a nice car and use it to shuttle your show guests from the show to their hotels.  That way they won’t have to stand in the Taxi lines (like everyone else), they love you for it and save them a lot of stress.  Also this will conveniently make all of your NON-customers take notice and wonder why they’re not your client.
  • Give out “invitations” to the above shuttle – Tell customers where to find your shuttle and use this in your show promotions; advertise the shuttle and tell visitors to stop by your booth for a ticket for a free ride in your company shuttle.

Show Tickets

  • Order tickets – Order show tickets in advance to include in the mailing you’re doing to the customers & others that you’re inviting to the show.  If you can get as many tickets as you want, then ask for them in advance so you can send them out to EVERYONE!!
  • Other tickets – press conference, party for customers, sales meetings, events in the destination city for top customers (football games, baseball, see if there’s a special exhibit in the local museum and get tickets to that).

Badges

  • Employees – Get badges for everyone attending the show from your company and of course everyone who’s working your booth, including your sales reps and other invited attendees.
  • Customers – Don’t forget to get badges, if possible, for your top customers.
  • Vendors – Also, you may need a few spare badges to get vendors/service providers into the show to deliver flowers, supplies, furniture (if those suppliers are NOT the “show” suppliers).

 Booth work schedule

  • Employee schedule – Do yourself a favor, schedule your workers to work shifts, and include your outside reps.  Otherwise, the employees will end up having to work the whole show and be too beat to go out a night with customers and the reps will drift in and out of the booth and not be there when you need them.  That way, if key customers show up, you can tell them the exact time when someone will be at the booth to meet with them.
  • Dividing work into shifts – I recommend that the incoming morning staff be in charge of setting up the booth in the morning and the afternoon shift be the people most needed to wine and dine important customers.  That usually means the marketing staff is there in the morning and the executive staff can show up a little later (after all they may have been out all night partying anyway and need to sleep in a little!).
  • Schedule in advance – Make sure your employees and reps understand that you need their help BEFORE the show so they can work your schedule into their schedules. Obviously your reps and sales staff will need to have free time to meet with important clients and take them out to schmooze, but don’t let them use this as an excuse to not help you at all during the show.  Letting them know when you expect them in advance prevents you from being “left at the altar.”
  • Schedules to clients – Also be sure to send a schedule out to your customers before the show (perhaps when you send them their badges, tickets or invitations) so they can find out when their reps will be in the booth.  Make sure this information is also online so any last-minute editing can be easily viewable by your clients and staff.   

Hotel Suite

  • Off-site events – Consider renting a hotel suite to hold customer meetings/press meetings.  Schedule  beverages & food; arrange for catering if so.  You can usually find event spaces at the exhibit hall but sometimes it’s good to just get the heck out of dodge for a change in atmosphere.
  • Off site event products – Make sure you have product or service displays (point of purchase displays) for whatever events are being held in this room.  Don’t forget to include products that can be taken to this room to be put on display.
  • Save money using employee rooms – You can use one of the employees rooms as a “suite” if you’re on a tight budget (but be sure to make your employees promise to keep the room clean for when the guests come over).

Press Conferences

Press Conferences

  • Press conference or not?  – Decide if you need to arrange to introduce our new products and service at a press conference.  It’s only a good idea to do this if you have something really newsworthy and interesting to say to the press….be careful not to gather a bunch of press together for no reason or your first press conference will be your last.
  • Press conference support materials – If you decide to hold a press conference consider invitations, catering, press folders, press releases, press conference announcements, online press releases and all the other things that go along with any press event.  Don’t forget you’ll want to have products or services with POP displays at the press event.
  • Press list & announcement – Get list of press attendees to send a mailing to them in advance of the show.  Make sure the event is listed on your website and consider releasing a notice of the event via PR Newswire.

Other things to remember

  • Take sales materials for use at a “reception desk” in your booth.
  • Take a cooler or buy at location to hide drinks under the reception desk (unless you’re getting the drinks from the show caterer and then you don’t have to hide them)!
  • Buy flowers at show destination (at an outside flower shop, so it’s cheaper) – or if you’re short on time, use the show florist.
  • Put a garbage can in one of crates for booth
  • Take a vacuum cleaner
  • Batteries and cell phone chargers
  • Cleaning materials, paper towels
  • Consider having a place for people to drop their business cards – possibly hold a contest if you don’t have some better promo figured out.
  • Get the show badge scanner – it’s worth it to collect the data on the people who visit your booth in an organized manner.
  • Schedule meetings in advance with Press and Ad sales people as well as the trade show management to discuss next year’s booth space; customers.

If you are going to a show, as you can see you may be better off hiring a professional to help you with your event.  I cannot stress enough that you don’t have to feel like you can’t afford to hire someone like this.  You seriously can’t afford NOT to hire someone like this because of how much they can help you to save.  Feel free to contact me by using any of the contact forms available on this site.


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Your Website Checklist

You’ve just hired someone to design and program your new website and they’re asking you Checklistto give them all the things they will need to create the site. The problem is you don’t know the first thing about it, so what do you do?  You can start with this list of  things that most if not all website designers and programmers will need in order to create a new website:

 1)      Unformatted digital text – be prepared to give your development team all of the text for your website in one UNFORMATTED, Microsoft Word or Word Pad document (or other digital word processing file).  Be sure to label each section of text with the page names that the text goes on (so put “About Us” at the top of the text for the About Us page and so on). Make sure that the headers for each page in this section match the names of each page.  These page names should correspond to and match the primary navigation tabs on the home page and any sub tabs or links that may be included with your site. Don’t forget to include all the headlines, sub headlines, and other text that you want used through the site (you may want “pull quotes” to be used on side bars, for example or quotes or captions to be used on photos; also include all the contact information, copyright dates, email addresses, names of employees.)  To ensure you don’t forget anything use your initial “site outline” that you should have created when you asked for the quote for the job, as a guide for the text you need to write and prepare.

2)      Website Instructions – First let me say that there’s nothing more dangerous and confusing than receiving 35 emails each with a snippet of text or a photo with a name like “25944GP.jpg” or other files that are not properly named and prepared to be handled by the development team.   Be sure to include any and all instructions for the website in the above “Digital Text” document (these instructions can be before or after the text for the site). Be sure to make a clear differentiation between the web text and your instructions, perhaps by writing the instructions in colored text or a different font.

3)      Correctly prepared and formatted Images – The exact size of photos that your team will need won’t be clear until AFTER the design phase of the web development is File format imagesdone.  For that reason it’s just better if you give your team the biggest, highest resolution images you have. If you have those images on your computer, do not try to email them to the team by embedding them into a word document or an email.  You CAN send them as an attachment to an email OR better yet use a service like “drop box” or see if your team has an “FTP” server that will make it easier for your to transfer files that are very large.  If you try to email these images they may clog up your email software’s outbox and even if they go out of your own email system, you won’t have any way of knowing if the client can accept files that are that big.  For that reason it’s just better to upload them to an FTP server or use a system similar to Drop Box.(to use an FTP site, someone from your development team will have to send you the instructions and log-in information separately).  Be aware that not all images are “ready to go”…and your design crew may have to do some photo retouching, cropping, resizing and other word that may or may not be included in your initial website quote.  If you have a choice to send your images in a variety of different file formats, most designers would prefer .jpg images (pronounced J-peg).

4)      Image and file Naming – Be careful how you name the files and  images that you give to your development team because it’s REALLY hard and very confusing when they get files or images that are named “qap239r809.jpg”.  If you could name the photo or file WHAT it is……that is very helpful and avoids unnecessary delays.  If the image you are sending is a photo of “Mary Smith” then you could just name it Mary Smith.  It would be even better if you could add the name of the page where you’d like that photo, for example marysmith_pricing.jpg  (don’t forget you can’t ADD a period in the text name…. you CAN add an underscore OR a dash, without a problem – no other characters can be inserted into a file name and the .jpg part is added automatically so you don’t need to worry about that part…just name the first part of the file name (before the period) as I’ve explained here.

5)      Captions – if you would like a caption on or above any of the images, please provide the information to your team by creating a list using the Image file name (see above instruction about naming your files) plus the text that goes with that image next to the name. You can include this list with the text for the website (with the instructions, before or after). If your website is going to have a series of photos with captions, you’ll want to consider how those photos will look next to each other and try to keep any text or captions that go with the photos in a similar style and length.  It’s better not to have one photo with a big, long sentence under it while another photo has two words.  Also remember that if your site is going to have any moving images or text, which are usually programmed with FLASH instead of HTML, for example, you will want to have those captions of similar length and style as well.

6)      Forms – if you plan to have a form on your website, be sure to include the text for the form (or the field names, in other words) with the unformatted digital text that you’ll be providing to your development team.  Also you’ll need to include the email address where you want the form information to be sent to (so for example if you have a form on your “contact us” page, then whenever someone fills out that form, your team will need to know what email address you’ll want that information to be sent to).

7)      Logos – you development team will also need any and all logo artwork that you use for your company and possibly the name of the font that goes with your logo and business package (some companies have a typeface or “font” that they use for all of their outgoingfavicon 1 materials and some organizations even have instructions or rules that go with those fonts & logos, that a marketing team would have to have in order to use those items correctly).  Be sure to send your logo in the highest resolution possible and if possible send the version that’s color and the one that has a clear background or no background.  If you are not sure which logo to send, then I’d suggest that you send  them all the logos you have (you can include these files with the images you will be emailing or posting to the FTP site or putting into “Dropbox”).

8)      Social Media Links – if you want social media links on your website please send 20-social-media-iconsthe links or web addresses to each of your social media webpages.  Try to avoid telling your programmers “can you link my website up to my Facebook page?” because this opens up a whole new can of worms and a number of opportunities for the programmer to connect your website up to the wrong Facebook page.  If you want your site to be developed quickly and correctly, make it as easy and clear as possible for your team so that you minimize confusion and maximize the chances of things being done right the first time.

9)      Contact info – Don’t forget to include any and all current contact information with the content for the website including all the email addresses you want listed on the website (and where you’d like those items to be listed or located).

I often hear horror stories of companies who have hired someone to work on their website, only to have that person drop off the planet or stop working on the project abruptly with no explanation.  I’d wager to say that these people get frustrated asking for materials, waiting for them, asking for the next thing, then waiting for that item and so on….only to lose time and money and ultimately any and all profitability on the project.  This isn’t inevitable however and you’ll greatly reduce the likelihood of having any major issues if you will take the appropriate amount of time on the onset of the project in order to prepare the materials that your team is going to need.

Finally, don’t forget that your development team is most likely made up of a number of people – you may have a marketing person who is helping you plan and outline the site, a copywriter who will help you to write the text, a designer who will develop the design of the website, a programmer who will program the basic site (an HTML programmer or WordPress Programmer, for example) and possibly other programmers who will do specialty programming such as FLASH, database or E commerce programming.  Finally you may have someone to help you after all that’s done to market your website and get it listed on the quality management teamssearch engines.  You may not need to send all the above information to each person who is working on the site, but it will be helpful to you and certainly the initial people working with you to be able to see all the information in one place – well-organized and clearly thought out – before they start on your web development project.


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How often should you change your ad campaigns?

On one hand, it’s important for all your marketing pieces to have a consistent look but it’s also important that an advertising piece that’s sent out periodically (such as a brochuresales_marketing_intersection or an ad) changes in some way, because you don’t want the reader to look at it and think “I’ve already seen that”. Any ad you create has to be “similar” enough to previous work to maintain your brand continuity and at the same time “different” enough to make the reader recognize it’s something “new”.

It’s very hard to know when to draw the line (and when to change your campaign) and I can honestly say that YOU will probably get sick of your own campaign before your target market will (unless you have an irritating jingle that makes your clients scramble for the remote). Many big companies change their campaigns annually, but sometimes they’ll stretch that time out if they’ve hit on a winner. If you decide to keep your existing campaign for a while, don’t think that means your ads and brochures will never change during that time period. If your driven to maintain a consistent look & feel for your advertising, that’s great! Just be sure to make some [design] changes that are quickly & easily identifiable, to ensure your readers don’t think they’re the same pieces they saw last year or last week.

Once you’ve thought about how frequently you want to change your ads or your ad campaign, you should spend a little time thinking about how you can create brand continuity and what design and contextual elements should stay the same from ad to ad and which should change. Brand continuity is one of those “hidden” aspects of advertising that great designers think about, but most people on the outside don’t realize it’s even a matter of discussion. Ask your ad pro to show you how they’ve maintained brand continuity for other clients and to give you some suggestions about how they might do the same for you. If you’re currently proofing a new ad or brochure, be sure and ask your designer what aspects of that design might be maintained on future brochures to create & maintain your brand continuity.


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Need a New Brochure, but not sure where to start? Read on….

Need a New Brochure, but not sure where to start? Read on….

You want to create a new brochure for your company but you have no (or little) idea about where to start. This is blog’s for you! First, you’ll need a quote and before you can get that, you’ll have to give your ad agency or independent advertising person a little bit of information.

How do you figure out what brochure is right for you?

First, here are 3 basic “assumptions” about your brochure you should start out making:

1. Offset Vs. Inkjet: First your brochure should be printed at an OFFSET printer. FORGET printing your job on your inkjet because that just looks cheap. Also don’t waste your time (or money) with a quick printer like Kinko’s or Office Depot. While they’ve gotten better at creating decent looking temporary or mock-up brochures, IT IS ONLY VIABLE WHEN YOU NEED A VERY SMALL QUANTITY. If you need more than 30 pieces, use an offset printer.

2. 4 Color Vs. 2 or 3 Color: Next, in this day and age, a brochure should be printed in four-color printing as opposed to 2 or 3 colors. It’s actually MORE expensive to print 2 & 3 color jobs than it is to just print a 4 color job at a “discount printer” (I’ll explain what Discount Printing is in a future blog).

3. One Sided Vs. Two Sided: It’s also ridiculous to print a one-sided piece in an effort to save money. Anything less than a full color brochure printed on BOTH SIDES is just a waste of space & paper; and who wants to get a brochure with a back side that’s “white” anyway? It just leaves your potential client with a negative feeling like “These people don’t have anything more to say about their product!”. Considering the minimal incremental additional cost YOU MAY AS WELL JUST DO IT! If you need to save money, read my blog and do it some other way.

I realize I’m talking about the printing of your brochure and not the design or copywriting, (i.e., the two other elements you’ll need to figure out to get your brochure done for your company). However, you will need to know in advance how the piece is going to be printed, so the ad person (layout artist and copywriter or ad agency) knows what type of quote you’ll need.

Next, to quote your job we will need to determine what SIZE brochure you’ll need. To figure that out, you’ll need to think about the following:

• Your target market – How sophisticated is your potential customer? What kind of person will you be talking to? What kinds of things are they used to seeing? Will they think you are “rinky dinky” if you do a Trifold Brochure for example or is that your industry standard? How many different target markets do you need to “speak to”? Can you speak to all of your different markets at once or do they each require a slightly different sales pitch, and thus a different brochure?

• Competitive Marketing Materials – What type of brochure does your competition use and how can your brochure look BETTER when it sits next to theirs?

• How is the brochure going to be used – By sales people on a sales visit? To be mailed out to clients? To be part of a bigger sales package (which may need to sit next to and look good with existing pieces?) If so what size are those existing pieces? etc.

• What’s the goal or purpose of the brochure? – To make the sale or to get people to call you so YOU can make the sale? To get potential clients to your website? Or to create brand awareness?, etc.

• HOW MUCH do you have to say to reach that goal? – What do you need to say to make the sale? Or to get the person to call you? How much space will the copywriter need to write-up an intelligent sales pitch? (if you have a LOT that must be said or a particularly complex sales message, you may want to consider using a multi-part sales approach and have your brochure lead the potential client to your website, for example, where you can elaborate more on your sales information. NO one wants to read big huge blobs of text (unless you have something really juicy to say or are providing extremely crucial information).

• Quantity – how many brochures will you need? If you’re doing a mailing, how many “extras” would you like to have? If you are attending a trade show, how many do you generally need for similar events? How often do your products change (because if that’s frequently you don’t want to print a huge quantity that might eventually have to be tossed). Your advertising person or agency should be able to help you with this….if they have very little input on this subject you might want to find someone who can help you with all aspects of your advertising or marketing campaign.

• Budget – of course you have to consider what you’ve got to spend on your brochure….but it’s also hard to create a “budget” if you have no idea what you can get, for how much. So perhaps you should ask your ad person or agency to give you a few options at different price points?

• Comparative cost when considered next to other options – In other words, once you have the quote, consider the cost of one option compared to another. For example, how much would it cost if I need a folder + a few flyers vs. 11 x 17 single fold brochure or 25.5 x 11 brochure that can stand on its own (without a folder)? Is any incremental increase in cost WORTH it for some other reason, such as to make the customer think your company is “top notch” or sophisticated?

OK that’s it for today. Look for my blog about the different brochure SIZE options you will want to consider.


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What Mardi Gras Beads can teach you about Advertising….

Whether you’re a business owner or an ad exec or an ad sales person, you need to hear this little story!

 

This story is about trade shows but it applies to any advertising or communications project.  If you’ve never been to a trade show, sooner or later someone hands you a bag and you fill it up with brochures and “giveaways” as you stop (or run) by each booth at the show.  It can be pretty tiring and after a while, all the booths & people and brochures look the same.  It really is hard to tell one from the other.

At one trade show, years ago, I remember trudging into the last room of the show, with my overfilled bag in tow, when an exhibitor called out to me “Hey miss, would you like some Mardi Gras beads?”.  My first thought was “NO”….make that “HELL NO”.  I really didn’t want to talk to anyone else, nor did I want any more junk… especially not some crummy, plastic Mardi Gras beads (who does, unless you’re in New Orleans in February?).  But to be polite I took the beads and listened to his “spiel”.  I swear I didn’t think of that guy again until I got a phone call SEVERAL weeks later from a man who immediately identified himself by saying “Hi, remember me?  I’m the guy with the Mardi Gras beads!”.  And of course, I DID remember him.  Despite the fact that the beads were really a “throw away” item, that was the ONLY person…in the ONLY booth at that entire show that I could actually picture and remember.  Why?  Because of those stupid Mardi Gras beads!  It may not have been anything particularly classy, but it was memorable.  That man had used the age-old MEMORY technique of associating his product or business with something ELSE that was memorable.  A great part of advertising is just helping people to remember who you are so that they can recall your name or product when it counts.  Sometimes it doesn’t even matter if your product isn’t remembered in a positive light…because sooner or later the customer will forget the negative part and just remember your product.  (That’s why they say even bad publicity is good publicity i.e., who even thinks about the Tylenol scare of the 80’s?  All we remember now is that when we have a headache, we buy Tylenol).  I recommend using this memory technique each and every time you create an ad or brochure or go to a trade show.  Of course it would be nice if it was something applicable to your business…preferably something classier than Mardi Gras beads, but just remember that every time you communicate with the world, it will help your reader to remember you if you give them some “Mardi Gras beads” to grab on to!!

Emily Andros is a 25 year Advertising Industry Veteran with both “In-house” and “Ad Agency” experience in the B to B and B to C arenas.  She graduated from University of Texas Austin with her degree in Advertising and has a wide array of experience that she is happy to share with the business world.  She can be reached via her email at emily@mdept.om


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Top 13 reasons to update your website

Top 13 reasons to update your website
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Top Mistake made in Advertising

The biggest mistake I see businesses making in regards to their advertising is that they don’t understand what it is that makes people remember, react to and ultimately purchase their products & services.  The answer to that question is MEMORABILITY

Potential customers have to be able to remember a name and be able to retrieve it when they’re ready to purchase that product.  Period.  That’s it.  They don’t even necessarily have to LIKE a product or remember it in a positive light.  Likeability does play a part, but it is far more important that people be able to connect to and retrieve a product name when they are ready to spend their hard-earned dollars.  It only matters if they LIKE your product if they happen to be able to remember more than one item in a product category.  And in that case it’s not as much if they LIKE it as it is HOW FAMILIAR THEY ARE WITH IT.

For example, if I go online to look for and purchase a book, I have to be able to “retrieve” or remember the name of some book before I can buy it.  I may really want a particular book, but if I can’t retrieve that book’s name when I’m ready to buy, then that doesn’t matter.  I have to be able to remember and retrieve that book’s name at the time of purchase or I’m going to buy some other book.  The same applies to appliances, electronics, restaurants, grocery store food, cars and most other products (including YOURS).  You can talk about your product until you’re blue in the face, but if there is no easy way for your target client to remember your product name and to file it away for later retrieval, then you might as well just forget it .

If a potential client can remember your product name PLUS some other competitive product’s name, then that is when it becomes important for them to have a sense of familiarity with your product.  That’s also why “frequency” plays an important role in advertising, because it helps people to graduate from being able to remember your product name, to having a sense of familiarity with it.  They have to have heard your product name multiple times and SEEN some visual element that they can associate with that name, in order to be able to retrieve it at will.  IF THEY DO, then later when they’re ready to buy something and they see that visual element again, they’ll be more likely to select the more familiar product over another.  So in other words, if they can remember the names of two potential new products, they’ll buy the one that they’ve SEEN more often and developed a sense of familiarity with, even if they don’t know much about the details or benefits of one product over another.

This point has been proven when products have had negative publicity, but have still gone on to become prosperous brands.  For example, back in the early 80’s Tylenol was part of the original “cyanide” scare when someone inserted that poison into the product’s capsules.  It wasn’t long after that event, that most people couldn’t remember that negative publicity, but they could remember the name “Tylenol”…ultimately launching it into becoming a power house consumer brand.

Moral of the story:  Make sure you have a name that people can remember and HELP them to remember it by creating some visual element that you can repeat throughout your advertising materials in order to establish memorability and develop familiarity.  Pictures or visual metaphors can foster an immediate understanding of information and create more efficient retrieval from memory”

 ¹Kim Levine, LJN’S Legaltech Newsletter, Vol. 24, No. 3, June 2005; “Are they getting it?”


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Brochures: write your text first, then determine size

Brochures: write your text first, then determine size

My previous blog was about figuring out where to start your new brochure.  This blog will give you a little info about what to do next and help you answer the question about “brochure size”.  I often get calls from clients asking me to quote a brochure, but that’s hard to do without more information than that.  If you reviewed my last blog, you can use that info plus you’ll especially need to know how much text you’re going to have.  The size and design of the brochure is, to a large degree, driven by the amount of text you have (aka “the ad copy”).  To determine that, start with an outline of what you want the brochure to “cover”.  If you’re working with an experienced advertising copywriter, and I hope you are, then they should be able to tell you if your outline is “correct” or not.  Don’t be offended if the writer uses your outline as a general guide and creates a new one based on his or her experience.  AFTER ALL that’s what you’re paying them for, right?  A wonderful author. Roy H. Williams. who wrote “Secret Formulas of the Wizard of Ads”, said: 

“In one critical aspect, the advertising business is unlike any other.  The idea that the customer is always right may be true in every other business, but it will lead an advertising person to ruin just as surely as if he had jumped off a cliff.  The ad writer who believes the client is always right will give the client what he requests instead of what he really needs.  Everything will be roses in the short run, but when the campaign yields disappointing results, the ad person will get all the blame for the client’s bad idea.” 

With that in mind, don’t forget ADVERTISING RULE #1: “Copywriters and designers are NOT MIND READERS”.  No matter what you ask them to do, it’s very likely you’re going to have to provide them with feedback, and as a result, changes will need to be made.  THAT’S TOTALLY NORMAL and an important part of the proofing process.  You’re the one that knows your business and your ad consultant knows advertising and marketing.  To get the best results out of any consultant, try to give them as much input as you can from the beginning.  On the other hand, try to make them feel comfortable giving you feedback in return.  There’s nothing worse than when a client verbally attacks a consultant.  That only makes them afraid to tell the client the TRUTH (which is what they so desperately need to hear).  Once you’ve agreed on the outline, then the writer can develop the text based on that.  It’s usually at this point that a good ad person can give you an estimate of the size brochure you should do, even before the text is written.  Just remember this, most clients want to say a lot more in their brochures than the ad person will generally recommend.  Try to see things from your clients’ perspectives….they’re only going to give you so much time, so keep things short.  (now look who’s talking). There’s a lot more to say about “advertising copy” but I’ll leave it at that for now.  Next time, I’ll give you a run-down of the different “standard” brochures sizes.


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The Secret of the Sales Cycle: REVISITED

The Sales Circle

The 4 secrets of the sales cycle

I’ve rewritten this article and elaborated on each of the points for a more comprehensive article. I hope this will help you to determine how and where to spend your advertising & marketing dollars and the importance of supporting your sales cycle.

Not everyone knows this but there is a secret formula to success when it comes to marketing: Every business MUST follow 4 basic steps in order to be successful.

First you must create & establish a memorable corporate identity. A corporate identity, also known as your brand, is made up of a consistent look and feel and a cohesive message, both of which contribute to your target market’s ability to remember you and your product or service name. A potential client has to be able to remember you when it comes time for them to purchase your product or service and a memorable, unique and consistent brand helps them to do just that.

Second, you must have a way to bring in leads. A famous entrepreneur once said “you won’t even be able to sell $10 bills for $5, unless someone hears your message”. In order to sell anything, you have to be able to present your sales message to someone and for that you need leads. A lead is simply someone who’s willing to listen to what you have to say (your sales message).

Third, you have to qualify and sell those leads (or sort out the bad ones & keep the good ones). In any group of potential customers there will be some that are interested but not ready to buy, some that are interested that are ready to buy and others that aren’t interested at all. To move your potential client through the sales funnel, you need to present your message and then sort out those that are interested and ready to buy from the rest of the pack.

Finally, you have to build relationships with those qualified leads…i.e., you must put some effort into keeping your name or brand in front of your potential & existing clients, so they don’t forget you. Whenever you push a lead through a sales funnel, they will need to hear your advertising or sales message more than once (aka frequency). During that time, you can build a sort of “business relationship” with that lead that will hopefully develop interest in your offering, cultivate trust in your product & brand and eventually lead to them recalling your name at the time of purchase.

It’s my job as a marketing & advertising professional to encourage our clients to invest in some advertising activities that support each of these four areas. If any one piece of the above “cycle” is missing or weak or unsupported by your marketing efforts, then your sales cycle will collapse and you’ll miss or lose sales. I could write a book on each and every one of the above “rules” because I’ve made a career out of understanding and implementing tactics that will achieve results in each of these areas, but that’s not the focus of this article. The main message of this article is to help you to understand that you can’t pick some advertising tactic arbitrarily out of thin air and then depend on that one thing to bring in fantastic advertising results. People do that frequently and that’s one of the reason’s why I always hear clients say “I placed an ad once and it didn’t work.” Whenever you embark on an advertising campaign, it’s important to recognize the steps that potential clients go through to locate and get familiar with a brand in order to make a purchasing decision. Then it’s up to you to make sure that your advertising efforts support the entire sales process to best support and encourage your target market to consider & select your product.

Here is a list of advertising tactics divided up by the sales area they will best support. Not all ad tactics are mutually exclusive….they often support more than one area of the sales cycle. When deciding how to spend your advertising dollars, make sure you have some “tactics” or projects in each of the following areas:

1. Corporate Identity/Brand DevelopmentCreate a unique & memorable brand

  • Marketing, Advertising, PR & Social Media plans
  • Name & Tagline creation
  • Logo
  • Campaign/look & feel
  • Business Package – letterhead, envelopes & business cards
  • Web URL – get your web address and host it so you can use that email account
  • Email signature
  • Uniforms
  • Signage

2. Lead Development Get leads coming in the door and collect basic lead contact info

  • Web Advertising:
  • Pay per click
  • Landing page (for banners & PPC ads)
  • Banner Ads
  • Web listings
  • HTML Emails
  • SEO/Site Submissions
  • Print Advertising:
  • Direct mail
  • Magazine Ads
  • Newspaper Ads
  • Broadcast Advertising:
  • TV Commercials
  • Radio Commercials
  • Theatre Ads
  • Trade shows/Trade show booth/promotions

3. Lead Qualification & Sales Once you’ve got leads, tell them who you are and sell them!

  • Website
  • Brochures – print or digital
  • Flyer/Product Spec Sheets
  • Product Packaging
  • Point of purchase displays
  • Presentations/PowerPoint
  • Product photos
  • Product samples
  • Client Bio Sheet
  • Corporate Background Sheet
  • Referral sheet
  • Quote/Proposal presentation format/design
  • Folder
  • Sales Pitch
  • Giveaways
  • Pricing Strategy

4. Relationship Building/Brand Promotion Keep your customers coming back for more

  • Social Media
  • HTML Newsletter
  • Referral Program/package
  • Promotions/Sweepstakes/Contests
  • Customer Loyalty Programs
  • Public Relations/Press Releases
  • Sponsorship of local sports teams
  • Join Chamber/Networking events
  • Uniform
  • Signage

Ok that’s it for today.  I hope this little article has helped you to get an idea about what has to be done to have a successful advertising campaign.  Of course the issue is way more complicated than this but this is a start.  Please feel free to contact me any time – we are here to help you and I am more than glad to spend a little time helping you figure out what you need to do to market your business.  Email me at emily@mdept.com.


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