.gif)
Having browsed through my blog list, I came across this posting about postcards, which I would like to share with you: http://www.businessofdesignonline.com/profiting-from-postcards/
I’ve always liked postcards - they’re such a versatile media to work with. You could pack all your details onto both sides, or design them so they can be popped into the post with the traditional stamp in the corner. They can be enclosed in a C6 envelopes (found in a myriad of colours to match your design) or just have your details on one side to leave on side-tables or counters as walk-past publicity.
Why not try the concept from the post above? Setting up a serial of postcards spread over several weeks to get your message across in small bite-sized pieces is an effective way of drawing attention to youself - I was once bombarded in the same way by a printer touting for my custom and I certainly knew who they were when they called me later to see if I had received them. They succeeded in making an impression because I have remembered them to make this post now!
And watch out for my own new postcard design, just getting it ready to hit the streets very soon!
Showing posts with label business. Show all posts
Showing posts with label business. Show all posts
10 April 2008
25 September 2007
Conceptual Considerations
More ideas gained through networking! Discussing what you do with all those business cards and leaflets you pick up at these events, my friend suggested promotional literature that is already hole-punched for storing in files, and the information could be designed around the holes. Also, why not have a tag on the side that sticks out further than the rest of the paperwork which contains recognisable details for instantly accessibility. Trouble is, this could be more expensive to produce; I will let you know my thoughts on this later after some try-outs.
24 September 2007
Simple Soup Solutions
We’ve all heard the saying “too many cooks spoil the broth”, so does that mean the broth contains too many ingredients? If your stew-pot had all your favourite foods mixed together, do you think it would taste nice? Could you define any of the individual foods from the concoction?
Usually simple procedures are the most effective. Soup made from mushrooms with a hint of garlic and a sprig of fresh parsley is extremely tasty, and you can appreciate that it is mushroom soup and not a disgusting mess.
Now take a look at your promotional material. Is it easily digestible? Does your message present itself effectively? Would an alien from outer-space understand exactly what your company is all about? Is the meaning of your literature obvious at a quick glance? Are the contact details easily accessible? Is your logo clear and your strapline relevant and punchy? Are the benefits of your product/service instantly desirable?
Select your ingredients with care, because the proof of the pudding (or soup) is in the eating.
Usually simple procedures are the most effective. Soup made from mushrooms with a hint of garlic and a sprig of fresh parsley is extremely tasty, and you can appreciate that it is mushroom soup and not a disgusting mess.
Now take a look at your promotional material. Is it easily digestible? Does your message present itself effectively? Would an alien from outer-space understand exactly what your company is all about? Is the meaning of your literature obvious at a quick glance? Are the contact details easily accessible? Is your logo clear and your strapline relevant and punchy? Are the benefits of your product/service instantly desirable?
Select your ingredients with care, because the proof of the pudding (or soup) is in the eating.
22 September 2007
Separating Subject Matter
I’m always collecting leaflets for research purposes. I had to get my spare tyre replaced (the car’s, not mine!), and while I waited, I noticed the literature the garage had on display. Two factors were brought to my attention: the first was a repeat of the concept stated in a previous blog about cluttered versus simple information, in this case tiny dense writing in wide columns compared with clear diagrams of tyres with appropriate explanations and guides.
The second concept was something I had learned from a recent marketing course, which had spawned from the idea of headings and well laid-out details beneath: separate topics presented on individual leaflets and displayed together as a set. This series of A5 glossy sheets were collated within a tiered-leaflet-holder, each exhibiting their subject in clear, concise and uncluttered terms using the corporate colours and corresponding imagery to best show off their contents. These were suitable both as a group or individually, as customers were able to choose which were the most useful to them.
This concept of separate leaflets enables you to focus on individual benefits for customers and how best to present your solutions in an easily digestible form. Appropriate incentives can then be displayed to entice the public in, each relevant to the subject concerned and updated on a regular basis. Jumbling them up into one 3-fold leaflet may not enable you to adequately get your message across, and is far less likely to get read and understood.
The second concept was something I had learned from a recent marketing course, which had spawned from the idea of headings and well laid-out details beneath: separate topics presented on individual leaflets and displayed together as a set. This series of A5 glossy sheets were collated within a tiered-leaflet-holder, each exhibiting their subject in clear, concise and uncluttered terms using the corporate colours and corresponding imagery to best show off their contents. These were suitable both as a group or individually, as customers were able to choose which were the most useful to them.
This concept of separate leaflets enables you to focus on individual benefits for customers and how best to present your solutions in an easily digestible form. Appropriate incentives can then be displayed to entice the public in, each relevant to the subject concerned and updated on a regular basis. Jumbling them up into one 3-fold leaflet may not enable you to adequately get your message across, and is far less likely to get read and understood.
10 August 2007
Spacious versus Squashed
I picked up two leaflets from my local gym, both advertising beauty therapies. The difference between the two was not what they did, but how they were presented.
One was crammed full of all kinds of treatments, listing all her services from manicures to makeup sessions, waxing to massage, eye-lash tinting to collagen treatment – busy, busy, busy. She obviously felt she needed to list everything with her prices, but the result was very difficult to focus on. The titles were the same size as the descriptions, with no line-spaces between, and used a difficult colour to see against a white background. Very small pictures were dotted around filling any spaces there were left. It was difficult to navigate to the next section, and the concertina folded effect added to the confusion.
By contrast, the other didn’t have so many options to choose from, so she was able to space them out with little explanations and proper headings so you could find your way around her leaflet. There were definite themes, prices were properly laid out (not mingled in with the text), and careful folding defined the package and incentive page to tempt her potential customers. Her choice of colour contrasted nicely with the white space, and her logo was simple and modern (the other didn’t have a logo). Even though she didn’t have so many treatments on offer, I had more confidence in her as a therapist.
Two factors here: one is, obviously, not to bombard your customers with too much information in your publicity material, as it can be off-putting; and two, be more selective in what you advertise so to present a more professional approach. The second therapist may offer just as much as the first, but her customers will find that out once they pass through her doors…
One was crammed full of all kinds of treatments, listing all her services from manicures to makeup sessions, waxing to massage, eye-lash tinting to collagen treatment – busy, busy, busy. She obviously felt she needed to list everything with her prices, but the result was very difficult to focus on. The titles were the same size as the descriptions, with no line-spaces between, and used a difficult colour to see against a white background. Very small pictures were dotted around filling any spaces there were left. It was difficult to navigate to the next section, and the concertina folded effect added to the confusion.
By contrast, the other didn’t have so many options to choose from, so she was able to space them out with little explanations and proper headings so you could find your way around her leaflet. There were definite themes, prices were properly laid out (not mingled in with the text), and careful folding defined the package and incentive page to tempt her potential customers. Her choice of colour contrasted nicely with the white space, and her logo was simple and modern (the other didn’t have a logo). Even though she didn’t have so many treatments on offer, I had more confidence in her as a therapist.
Two factors here: one is, obviously, not to bombard your customers with too much information in your publicity material, as it can be off-putting; and two, be more selective in what you advertise so to present a more professional approach. The second therapist may offer just as much as the first, but her customers will find that out once they pass through her doors…
Corkily Clear
Last month I attended a seminar on how to present yourself properly. A speech therapist gave a thoroughly humorous talk on how to use your voice, and at one point he produced a load of corks, which he handed out to us.
Well, the mind boggles on what to do with your cork, but apparently we had to put them in our mouths, hold them with our teeth, and then read out from a sheet. After sounding very silly for a while (this exercise certainly sorted out the more self-conscience in the audience) we then removed out corks and repeated our speeches. Wow, what a difference! Freed from the hindrance of the cork, our annunciation had greatly improved, especially for me, as I usually get my words all in a muddle when reading out loud.
The moral is, if you need to speak more clearly, keep a cork in your handbag! Now, how does this relate to creating publicity material…?
Well, the mind boggles on what to do with your cork, but apparently we had to put them in our mouths, hold them with our teeth, and then read out from a sheet. After sounding very silly for a while (this exercise certainly sorted out the more self-conscience in the audience) we then removed out corks and repeated our speeches. Wow, what a difference! Freed from the hindrance of the cork, our annunciation had greatly improved, especially for me, as I usually get my words all in a muddle when reading out loud.
The moral is, if you need to speak more clearly, keep a cork in your handbag! Now, how does this relate to creating publicity material…?
10 July 2007
Business cards and necessary content
At a recently networking event I met an interesting man from a psychology-based company. He told me about this particular man and his use of business cards.
He had two versions of his business cards printed. One had just his company’s logo, name and nothing else, and the other had the same plus his contact details. At networking events, he decides which one he wants to give out according to the kind of person he is talking to.
If he is interested in the person, he gives them the one with the contact details. If the person just routinely asks for a business card, he gives the other one. If the recipient just pockets it, it is obvious that they were not interested, but the ones who are genuinely interested look at it and question why there are no contact details, he takes back the card, whisks out his fountain pen with a flourish, and writes his details on the back of his card using his best calligraphy. This provides a personal touch designed to impress.
Interesting idea - but would it work for you? Sometimes the distribution of business cards at networking events can be haphazard and do you always remember which one goes with which person when you get home or retrieve them the next morning? Especially when you want to email follow-ups…
Another idea I heard if you want to make an impression: wear a large badge which says something like ‘Hi, my name is Alice‘ (obviously substitute your own name) and see what reaction you get - it could be interesting!
He had two versions of his business cards printed. One had just his company’s logo, name and nothing else, and the other had the same plus his contact details. At networking events, he decides which one he wants to give out according to the kind of person he is talking to.
If he is interested in the person, he gives them the one with the contact details. If the person just routinely asks for a business card, he gives the other one. If the recipient just pockets it, it is obvious that they were not interested, but the ones who are genuinely interested look at it and question why there are no contact details, he takes back the card, whisks out his fountain pen with a flourish, and writes his details on the back of his card using his best calligraphy. This provides a personal touch designed to impress.
Interesting idea - but would it work for you? Sometimes the distribution of business cards at networking events can be haphazard and do you always remember which one goes with which person when you get home or retrieve them the next morning? Especially when you want to email follow-ups…
Another idea I heard if you want to make an impression: wear a large badge which says something like ‘Hi, my name is Alice‘ (obviously substitute your own name) and see what reaction you get - it could be interesting!
25 June 2007
Punctuation within Presentation
During lunch with a friend (and past customer) the other week we discussed the lack of punctuation and grammar in writing nowadays. My schooling started at the beginning of the decline in literacy education, whereas my friend, being more mature, still remembered fondly ‘how English was taught correctly’ and bemoaned how many discrepancies she saw about her. We both particularly mourned the misuse of the apostrophe, especially within plural usage, and how it can totally spoil literature or promotional material.
She’s quite right, of course. I can think of some quite high-powered people, teachers even, who should know better and misuse their apostrophes left, right and centre. And there aren’t enough readers who will either notice or know how to correct it properly.
Bad grammar provides an unfavourable impression, and adds to the illegible factor that litters publications in so many areas. Signs and banners are particularly prone to this affliction, due to insufficient grammatical training in their authors. There is nothing worse than seeing a beautiful design ruined by a hideous spelling mistake right smack in the middle! And all due to ignorance of correct punctuation within presentation.
She’s quite right, of course. I can think of some quite high-powered people, teachers even, who should know better and misuse their apostrophes left, right and centre. And there aren’t enough readers who will either notice or know how to correct it properly.
Bad grammar provides an unfavourable impression, and adds to the illegible factor that litters publications in so many areas. Signs and banners are particularly prone to this affliction, due to insufficient grammatical training in their authors. There is nothing worse than seeing a beautiful design ruined by a hideous spelling mistake right smack in the middle! And all due to ignorance of correct punctuation within presentation.
15 May 2007
A BBC Experience
My good friend Cheryl asked me to accompany her to take part in a BBC Radio Berkshire broadcast with her. Apparantly ’strong’ women were requested to answer a few difficult questions in a lunchtime programme. This sounded a bit unnerving, but I felt that a chance to publicise my business to a potential audience for free should not be passed over, so I agreed.
The questions themselves were probing: What is the rudest thing anyone has done to you? Have you ever broken a confidence? What is your most used excuse? This was a little worrying, I didn’t want to paint myself into a bad light, but neither did I want to seem naive or weak.
The trouble is, my name, Alice, means honesty and truth, and I try to adhere to this as much as possible. This has, of course, got me into trouble now and again, as there are so many unscrupulous people out there who can spot an honest person from miles away and rise to the challenge! Being ’streetwise’ or business aware can help prevent this, as can gaining experience and learning from your mistakes. Listening to people, absorbing their knowledge, retaining necessary information and then implementing it for your own purposes to further your own ideals.
Anyway, once inside the BBC premises I had a chance to learn more about business. Learning from successful organisations and studying what it is that makes them so is a great way of improving your own. Take their logo, for example. It’s clean, crisp and simple, authoritative and fashionable, using their own font and colours which can be adapted accordingly. Having total recognition helps, of course, but I often think a logo should explain what it does without the viewer having to work too hard to understand it. And this is also reflected in the way the corporation works too, providing a professional approach that is recognised throughout the world and sets it apart from its competitors.
And why can’t this concept should be used in your business too? I believe clear, concise and uncluttered design can maximise the potential of publicising your organisation. Sometimes the most simplest of ideas are the most effective, eliminating red herrings, eradicating confusion, and cleansing the background to bring out what is most important. Let simplicity and clarity (and honesty) shine through!
Alice
The questions themselves were probing: What is the rudest thing anyone has done to you? Have you ever broken a confidence? What is your most used excuse? This was a little worrying, I didn’t want to paint myself into a bad light, but neither did I want to seem naive or weak.
The trouble is, my name, Alice, means honesty and truth, and I try to adhere to this as much as possible. This has, of course, got me into trouble now and again, as there are so many unscrupulous people out there who can spot an honest person from miles away and rise to the challenge! Being ’streetwise’ or business aware can help prevent this, as can gaining experience and learning from your mistakes. Listening to people, absorbing their knowledge, retaining necessary information and then implementing it for your own purposes to further your own ideals.
Anyway, once inside the BBC premises I had a chance to learn more about business. Learning from successful organisations and studying what it is that makes them so is a great way of improving your own. Take their logo, for example. It’s clean, crisp and simple, authoritative and fashionable, using their own font and colours which can be adapted accordingly. Having total recognition helps, of course, but I often think a logo should explain what it does without the viewer having to work too hard to understand it. And this is also reflected in the way the corporation works too, providing a professional approach that is recognised throughout the world and sets it apart from its competitors.
And why can’t this concept should be used in your business too? I believe clear, concise and uncluttered design can maximise the potential of publicising your organisation. Sometimes the most simplest of ideas are the most effective, eliminating red herrings, eradicating confusion, and cleansing the background to bring out what is most important. Let simplicity and clarity (and honesty) shine through!
Alice
Subscribe to:
Posts (Atom)
