The Brochure - Still the Marketing Standard-Bearer

Author: Nick James

Brochure Design is surely the forgotten standard-bearer in the world of marketing and advertising.

In this day and age of worldwide webs and information superhighways, where websites, e-marketing, and TV are seen as the sure-fire methods of getting your message out there, it's easy to forget how effective the humble brochure can still be.

Once the lynchpin of a corporate marketing campaign, recent years have seen the brochure passed over in favour of internet marketing and websites.

But ask yourself this: Is a website really the path my company wants to go down?

If you're serious about having a website to promote your company then before you make any commitment you should be aware of the maintenance and upkeep that it will need, as well as the internet marketing required to promote it. It's never a case of simply publishing a website and expecting the traffic to find you. Add to this the fact that a decent website with a good design and sleek programming won't come cheap, and you've really got to be serious about ongoing promotion if you want a reasonable ROI.

Brochures, however, are relatively cheaper to get designed, printed, and distributed, offering a far greater cost-efficiency.

It can be said that they offer the purest form of advertising away from the billboard, as they are generally succinct in their use of words, yet always eye-catching in the brochure design. This draws a potential customer or client directly to the message you're looking to convey without diluting it or allowing them to become lost amongst the assorted pages of a similarly targeted website.

The brochure is also far easier to market than a website, at a fraction of the cost. They can be handed out, left with clients, laid out for passing trade to pick up and browse, and there's no fear of the less than tech-savvy encountering problems.

Everybody knows how to operate a leaflet or brochure.

At the end of the day it is still true that the greater proportion of people out there like something they can get their hands on. Something they can leaf through at their leisure whilst waiting for a bus, sitting in a cafe, enjoying a well-deserved break, or at home lying in bed. The brochure offers the ultimate ease of accessibility and its success in connecting the right sort of customer (the one ready to spend money) with the products or services your company offers has been proven throughout the history of marketing.

Obviously the final call comes down to the individual needs and budget of a company. But in these modern times when everybody is looking to the internet for their marketing campaign, it always pays to consider the cheaper alternatives out there that still do the business. It is these often dismissed standard-bearers, such as the brochure, that have the track record ready to back-up the results.

About the Author:

Nick James writes for Essence Design, a UK web and graphic design agency that specialises in brochure design, web design and web development.

Article Source: ArticlesBase.com - The Brochure - Still the Marketing Standard-Bearer

With Advertising Funds Freezing Up - Packaging Picks Up

Author: Chris London

With Advertising Funds Freezing Up - Packaging Picks Up.

By Pixel Productions Inc.

You may have noticed many businesses are rethinking how they allocate their budgets especially where advertising is concerned. In fact, with economic downturn, people are tightening their wallets and this means spending less on advertising. But advertising comes in many forms and methods of media. Package design seems to be one area that is driving increased attention and funds.

Wondering why? Well, America may be leaning toward more conservative views where spending is concerned, but shopping is still a favorite pastime for many. With so many of todays youth plugged in and online the advertising we have known is coming to an end. However, consumerism continues to flourish and with it the need to attract and engage buyers. Hence, packaging design and development.

Investing in packaging is where many find a necessary shift in their advertising budget must be made. For many, consumer packaging may be the only opportunity to really reach their audience. The container that holds your product is just as important as the contents - often more so. The package is the first thing your customer will see and we all know you don't have long to engage and draw a prospective buyer in. Bottom line, packaging that works equals much more than just a return on investment.

With millions of products in the marketplace all claiming to be the best value for the money and each touting its own brand values, how can your product stand out among the clutter? A company called Pixel Productions Inc. has spent many years researching answers to this very question. The answer is powerful product branding. "Every product or service created, modified or revitalized today faces this question." And every year, new powerful brands emerge in the marketplace to capture strong sales and customer loyalty.

Now Ask yourself; What are my product brands associated with? What images do people associate with my products in their advertising?
Is my packaging doing what it's supposed to?

There's a battle for retail positioning and package design may be the only opportunity to secure the almighty sale. Retail sales are a challenge for all, so those not wishing to get lost in the retail jungle are looking to secure a brand identity or package design that's not only "pretty" but effective.

Paul Quinn and Chris London are the owners of Pixel Productions Inc., one of the leading brand design agencies for consumer product companies. Pixel Productions Inc., has been behind the scenes designing, developing and producing some of the most successfully retailing board games as well as retail products ranging from giftware to packaging for cosmetic and electronics. You have probably seen many of their products in stores like Hallmark, Target, and Michaels. Pixel Productions helps companies design, develop and market brands that connect with consumers and deliver results.

You can contact Pixel Productions Inc. by calling 877-386-2290 or by visiting their website: www.pixelproductionsinc.com

About the Author:

We pride ourselves on taking a thoughtful, fresh approach to each and every design solution. Whether it's creative graphic design for print media or website development, our design process allows us to provide meaningful and practical solutions that get results! We invite you to look through our site and various design portfolios and hope you are inspired to let us put our experience to work for you.

Article Source: ArticlesBase.com - With Advertising Funds Freezing Up - Packaging Picks Up

The Timeless Brand Identity

Author: johanna steinmann

The entire universe is in a state of entropy. This means that change is both inevitable and unavoidable. Staying the same is an impossibility. The best we can hope for is to choose wisely the speed and direction of each of our changes.”

Nothing reflects a company’s vision, personality and strategy more than its brand image. And nothing expresses an organisation’s brand image more quickly than its logo. Your logo, or brand identity, is the visual centrepiece of your organisation.

As the primary visual connection with consumers your logo has a powerful influence on brand perception, and whether consumers decide to engage.

The dynamics of new economies intensify the role of branding and demand clear and cut through communication. Changing markets, increasing competition and educated consumers make it more challenging to build brand recognition.

How can my logo stand out?

The answer lies in a back to basics approach: simplicity. There is no greater visual relief than a simple, well designed logo that at first glance captures the name and feel of a company.

These days our minds are in such overwhelm processing the demands of visual stimulation that we filter out anything too colourful, complicated and wordy. We want simple, positive communication we can relate to and remember easily.

A good logo needs to evoke a specific emotional response in the consumer for it to be remembered.

Imagine your logo to be a dynamic organism with its very own characteristics. Like a person it has a certain personality that is visually captured in its design, look and feel. Bubbly or serious, funky or conservative – the important thing is to make your logo accessible to the people it comes in contact with and create an emotional connection with the consumer.

Emotional connectivity and simplicity, in fact, increase your brand’s chances for longevity, a crucial factor in building a successful brand.

Let’s briefly consider some of the most successful companies of our time, all of which feature a simple logo at the centre of their brand: IBM, JetStar, Greenpeace and BMW, coupled with all time branding favourites McDonald’s and Coca-Cola. All proudly stand behind extraordinarily simple logos. For most it’s their company name written in a unique typeface and typically stylised. Whilst their brands are powered by intelligent marketing campaigns their logos remained untouched.

The important message here is to demand less of your logo and approach it from a perspective of simplicity. Initially, furnish it with the bare essentials and allow it the freedom to evolve.

Designing your logo for the future
Every brand undergoes revitalising to adapt to new challenges and maintain relevance.
Most successful global companies today have undergone at least one re-branding process. Some, such as National Australia Bank (now known as NAB) started from scratch and introduced a new logo along with a fresh brand image and strategy. Others such as Apple opted to keep their logo and instead simplify and streamline its look to sit effortlessly with their marketing activity.

A vital component for a successful re-brand is detachment. There is no way a logo can become a successful brand ambassador if the company it represents remains too attached to an outdated image. Attachment can be counterproductive to rejuvenating a tired brand and can eventually mean its downfall. As a basic rule; if decreasing sales, global trends, changing environments and vanishing consumers signal change, it’s time to let go and follow suit.

Embrace change. We all need and desire change and it’s only fear that holds us back from becoming who we truly like to be. Remember that fear is simply an illusion and serves only to encourage our growth. The same applies to your brand identity. Make it bold and courageous and you’ll be surprised where it takes you.

How can I simplify my logo?
It is a legacy of the 90s that sees most company logos overloaded with marketing messages competing for space with other equally weighty logos.

The most effective way to rectify this is to start from scratch, as did NAB. Discard what you don’t need, condense the messages down to a simple statement that summarise into a company tag line, and virtually strip down your logo to the name and personality of the company.

If starting at point zero is not an option consider a re-brand. As mentioned previously, a re-brand is a perfect way to revitalise a company image, create new momentum, stimulate existing clients and even attract new customers. Sometimes the simplicity of a new colour and typeface, or an edgy style of photography makes a significant difference.

Seek out professional help and advice. A good branding consultant is more than a graphic designer. The best ones will actively listen and help you devise a concise brief. They’ll assist in developing new visions, understand your products, expand demographic focus and even streamline business operations. Rein them in when needed and be open to their areas of influence

About the Author:

Johanna Steinmann is founding director of Sydney based brand design studio 'Spoonful'. Clients include Tonic Recruitment UK, Oceanview realestate Dubai, REINSW, VISA Australia, IIA NSW, Supreme Court of NSW, Strathfield, Eli Lilly, cube PR etc. Johanna can be contacted on info@spoonfuldesign.com.au. www.spoonfuldesign.com.au

Article Source: ArticlesBase.com - The Timeless Brand Identity

Tampa Bay Promotional Products

Author: Kelly Heldreth

Promoting or Branding your business in the Tampa Bay area is more important now than ever before. Given the state of the economy and the fact that many businesses are choosing to not advertise makes now the perfect time to really get in front of your customer. Notice the businesses that are closing their doors are the same businesses that pulled the plug on their advertising budgets back in September?

Before you begin working with a Promotional Products distributor there are a few things that you should look for.

1. Does your rep have more than 5 years experience in the business?
2. Does the company get special pricing with suppliers?
3. Are you able to talk directly with the sales person and not just a "order taker"
4. Does your sales rep have a good reputation in the business?
5. Ask for refrences!!!
   

Asking a few simple questions at first contact will save you time and money. Many people are looking for cheap promotional items. Cheap works most of the time. A few great tradeshow items you may want to consider are.. Custom Koozies, Promotional Pens, Personalized Lanyards(cheap lanyards too) and the grandaddy of them all....Custom Calendars.

Custom calendars are by far the best bang for your promotional buck. When you take the price of each calendar and divide it out by 365, the cost to be in front of YOUR CUSTOMER is just pennies per day. Be warned...Most Calendar orders repeat for 8 years. So, if you stop ordering them chances are good that your customers will be calling and asking for them.

Many businesses with sales teams know that the best way to motivate their force is with Recognition. Sales people love to be noticed and respond well when recognized. There are thousands of great corporate gift items that will inspire and motivate. Ask your Promotional Products rep for some ideas.. Until next time.

About the Author:

Kelly Heldreth is the owner/operator of Happy Goose Promotions Inc. Kelly has been assisting business owners in the Tampa Bay area for over 10 years. To contact Kelly, call him directly at 813-262-2550 or if you would like to check out the brand new Happy Goose website go to..
www.HappyGoosePromo.com

Article Source: ArticlesBase.com - Tampa Bay Promotional Products

Why PR Is The Most Effective Branding & Marketing Tool

Author: Anthony Mora

Let’s say you read an ad for an attorney in your local newspaper. The ad tells you how wonderful the attorney is, what she specializes in, what services she offers, and how to contact her. Now let’s say you read an article about that same attorney. The article profiles her and tells you about a case she just won and the impact that case had. Both pieces you read are in the newspaper. Both have to do with the same attorney, but which one would impress you the most, which would you pay more attention to, the ad or the article? My bet is the article.

Why? The ad is informative, but it’s paid for by the attorney. So, do we completely trust the information? We are aware that whatever the ad says was either written by the attorney or someone hired by the law firm and the informaiton is being controlled. The article is a news story. It is a third person account. It has been vetted by a writer and an editor. That doesn’t necessarily make the article more factually accurate than the ad, but it is perceived differently. The media’s job is to tell a story and to give the reader information, whereas the ad is meant to sell.

For that reason the article offers the attorney more validation and credibility. People tend to trust an expert who has been featured in the media more than one they see in an ad or a commercial. In a nutshell it’s the ability to offer that credibility to give the reader that sense of trust that makes PR is the most effective form of marketing and branding available.

Copyright © Anthony Mora 2008

For further information visit:
www.AnthonyMora.com

About the Author:

Anthony Mora began his media career as a freelance journalist for such
publications as Us, Rolling Stone and other local and national
publications. He served as editor-in-chief of two Los Angeles-based
entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.

In 1990, Anthony formed Anthony Mora Communications, Inc. a Los
Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets.

Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, "Spin to Win" can be utilized by heads of major corporations, small business owners, and entrepreneurs.

Article Source: http://www.articlesbase.com/marketing-tips-articles/why-pr-is-the-most-effective-branding-marketing-tool-853479.html