Image & Brand

Having a great product or service is a necessary - but not sufficient - requirement for business success. The image of your business is also crucial. If your compelling story is backed by an equally compelling visual presence, it’s much easier to stand out from the crowd. In a world full of competition, your image and branding need to express your quality, expertise, and professionalism over the other choices.

Ways To Upgrade:
1. Logo: Upgrading the logo doesn’t mean it has to be a total remake, maybe just an update. Make sure your company has the logo in different file formats so it can be used for various printing needs.

2. Print Materials: Update/create rackcard, direct mailer, brochure, etc. Make sure you send them to your website, because any information that can’t fit on printed material can be found on the website.

3. Website: Everyone should have a website, even if it is only one page with basic company and contact information. Update existing websites by adding a new feature such as a Blog, Newsletter sign-up, new photos, new pages, new color, etc.

4. Start a New Ad Campaign - even if it’s a bad economy, that’s when you need to advertise more

Marketing In An Economic Downturn:
In the midst of the economic recession it may seem like a challenging time to gain new advertisers and retain existing ones. Many businesses may be hesitant to spend money on something that they don’t consider a “necessity.” It shouldn’t be about cutting your marketing budget down, but using it more efficiently.

Research has shown that those that keep themselves visible during economic recessions maintain and even increase their sales after the recession is over. An article published by the Wharton School of the University of Pennsylvania, cited a McGraw Hill Research study that looked at over 600 companies from 1980 - 1985. They found that “those businesses which chose to maintain or raise their level of advertising expenditures during the 1981 and 1982 recession had significantly higher sales after the economy recovered. Specifically, companies that advertised aggressively during the recession had sales 256% higher than those that did not continue to advertise.”

Marketing Campaign Tips:
Most businesses will get 80% of their SALES from 20% of their customers. Know exactly who those 20% are and aim your advertising to that segment.

RESEARCH is a vital part of your marketing plan. Your effort should produce answers to who your prospects are, and where, why, when, and how they are converted into active buyers.

As your business grows, prepare a strategic marketing PLAN looking at how your product or service will meet the long-term needs of your customers.

Increase your odds for a DIRECT MAIL RESPONSE by including a self-addressed, stamped or postage paid envelope. And always promote your WEBSITE.