Filed under: Print Place General | Tags: advertising, branding, environmental ads
Metaphors, shock tactics and Photoshop tricks all have their place in advertising. These environmental ads from Ads of the World use these techniques, as well as old fashioned brain-powered creativity, to produce ads that make you stop and think. Some are quite powerful and are likely to get even those who don’t care about the environment to at least take pause.
In an oh-so-not-subtle move, Bund, a German environmental and nature conservation group, shows the effects of too much CO2 in the environment (below). Of course, cars produce carbon dioxide, but not as much as cows do when they fart. Are they going to attach these balloons to cows’ butts as well? I’m not trying to downplay this idea – it’s a great one, very creative – I’m just saying if they’re going to point out one originator, they should point out the other big one. And the image of a balloon on a cow is pretty funny, and funny almost always leads to a great ad!
Shock tactics work well too. I have to admit I was slightly appalled that anyone would put a spin on the 9/11 tragedy, but this ad definitely made me look twice.
I didn’t realize how much I knew about the images of 9/11 until I saw this ad and thought about the placement of the fire and smoke. Then I read the fine print which reads “For nature, every day is 9/11” and I thought “Whoa!” Someone’s got guts here! This ad has enough shock value that I want to show other people – which is exactly the point. A good ad gets passed around and gets attention.
The next ad is great because it has two meanings. Take a look:
To me, the first thing I thought was “if a monkey can put in a low-watt light bulb, so can I.” But the text says “If you don’t preserve nature by using low-wattage bulbs, who will?” which is definitely less insulting than what I thought the ad was saying. I wonder if anyone else thought the same way I did. It makes for a brilliant ad – people insulting themselves without the advertiser having to do it.
And of course, Photoshop magic is still alive and well, as seen in the next ad.
At first glance, you might not even notice that the “fish” are bottles and trash floating in the sea. The colors of the ad are beautiful and reflect what people normally think of the sea. But then seeing the bottles makes you do a double-take. The text also hits home since people supposedly respect the sea and the wonderment it can bring. It’s a bit of a punch in the mouth, huh?
These ads are inspirational in that they make me want to do something for the environment, and they all made me stop and think. Beautiful colors were used and Photoshop was adeptly applied to create new images from the norm. The environment can be a hard thing to sell, and these ads do it very well. How inspiring is that for those of us with actual products to sell?
Filed under: Printing Help | Tags: advertising, blog, blogging, branding, brochures, business, business cards, economy, flyer printing, forums, marketing, website
Even though the economy is sinking into a recession or into a “recession-like” economy (“what’s the difference?” I’d like to ask the experts!), you don’t have to slash your marketing budget down to nothing. There are plenty of low-cost or no-cost marketing techniques you can use if your marketing budget isn’t overflowing. Here are some ideas to try:
1. Create a Web site or blog. You should already have a Web site, but just in case you don’t, make one. Or, if your Web site host is charging you hundreds of dollars per year to keep your site up, try finding another host. You can get a free site through Mysite.com or Freewebs.com. You’ll have to allow the Web host to run ads on your site, but you can also get low-cost hosting services for as little as $20 per month.
If you don’t have a blog, I’d suggest starting one of those too. (In fact, a lot of companies create blogs that function as their Web site. That’s not a great option, as you can’t create Tabs and nice graphic design like you can with a Web site host, but in tough times, you can make it work.) Either way, you should have a blog so that you have some way of communicating with your customers and prospects. A blog is a great way to get your personal side out there for your customers to see, and it’s also a great way to establish yourself as an expert – by giving advice on your products and industry.
2. Post on forums and article sites. Staying online, you should also post expert answers on forums, or at least join in a conversation about something going on in your industry. You can include a link to your Web site on these forum posts, which will drive more traffic your way, and increase therefore business. There are plenty of article databases that you can post free articles to, but make sure that your articles are informative and give the reader something of value. People want to buy from a business owner who is seen as expert; no one wants to buy from a business owner who has nothing to offer.
3. Hang some printed flyers. Yep, getting back to basics is not a bad way to drum up some business in hard times. People still have to go the grocery store and the bank, so hang up your printed flyers there. And in hard times, more people will be getting to the store by bus, so hang some flyers at the bus stops as well. Be sure to either design your flyer so that you have some tear-offs with your contact info at the bottom, or make a pocket on the flyer (simple as attaching an envelope) that has your full color brochures or custom business cards in it.
4. Word-of-mouth marketing. Simply ask current customers to spread the word. People believe their friends and family over marketing materials anyway, so use that to your advantage. You can sweeten the deal for current customers by creating some referral cards that current customers can give to new customers. The incentive? A discount on the current customer’s next purchase. This is a proven way to get new business and at the same time, show your current customers that you care about them, too.
Filed under: Print Place General | Tags: advertising, branding, business, marketing, promotion, small business, trade show
Trade shows can prove to be an excellent source of marketing. If you want to get noticed in the public eye and have a great headstart, then trade shows are the thing for you. If you are a small business owner, you would understand the importance of it and are probably already using this tool. Trade shows are organized exhibitions by companies of a specific industry where they come together to showcase their products and services. This is easily one of the best ways to promote your offerings and get hold of new clients in the process. For scoring better clients and getting highlighted during one of the trade shows, you need to promote yourself well and be seen frequently.
The best part about trade shows are that they are easily accessible and are generally promoted on big platforms. Most of them are open for the public in general and that is when you can strike a blow on your potential clients. Every now and then you will come across companies which organize industry specific or client specific trade shows. Getting the right display is what draws the line between successful and failed company stalls. What should be paid attention to is getting an attractive display which will attract more customers and force them to come and check out your products/services. In fact if you are planning to get noticed in any trade show soon, some of the following pointers could be helpful:-
• Spend some time on researching. Make sure you choose the best and the relatively successful trade shows. Talk to people who have been there before and use the feedback. This will save you a lot of time and disappointment as well.
• If you are planning to go to a far off place to attend one, you might want to make sure you arrive as early as possible. Try and grab early discounts on the stall bookings or booths, arrange your accommodation, travel and printed materials etc. One of the best places to book your own booth would be somewhere near an already famous corporate name. This shall automatically increase the prospects of being seen that that in normal circumstances.
• Make sure you make full use of the exhibitor’s kit that is given to everyone who books a booth. It is very easy to get lost in the confusing forms that must be filled out. You might have to deal with 2 companies in all: one the producing company, the other, which is responsible for renting out the necessary equipment. You might also require a little bit of manpower for carrying your display materials in and out of the hall/center.
• Make a budget and stick to it. If you are a small business owner, don’t forget counting expenses like employee accommodation, snacks, meals, traveling, etc. Try and cut costs and make a realistic budget.
• Create a schedule for the day. Take out time for everything including setting up right, taking a walk on the floor to make your face a little familiar, checking out the competitor’s booth etc.
• Give out something for free. Offer your clients a free give-away like a pen or a calendar. The chances are that they will keep it and in fact use it which will in turn only be beneficial for you. In fact, giving out free chocolates or mints to passersby is a good and efficient way of attracting your audience. Small things like these can be really beneficial.
• Keep the energy alive. If you want a response from your customers, you better keep your team happy and enthusiastic. They should feel good about what they are promoting and never lose a smile. Ask them to be dressed appropriately and be attentive.
These are just some of the pointers that can help you take off the pressure of work. Use video, audio etc. as it will give it a more authentic and classy look. Just don’t be afraid to experiment with ideas and stay creative in limits.
Filed under: Print Place General | Tags: advertising, branding, business, cross cultural marketing, marketing, promotion
Culture is a set of beliefs, norms and traits of a particular group. Any marketer who knows his job understands the importance of culture. Culture is an extremely important factor which can influence any marketing decision. It is very simple to consider your product a winner from your own perspective but it is important that you realize that other people might not consider it so. When you sit down to create a marketing strategy or an advertisement, you must have complete information about your target audience and their culture. Using the same advertising campaign in all the parts of the world can be dangerous. People in different parts of the world will have a different set of perceptions and thinking, hence, you must keep their sentiments in mind when you go out to do marketing.
For instance, not long ago Coca-Cola made a silly mistake of launching a product in China and translating that name into their local language. They were dumbstruck when they realized that the Chinese felt insulted because the name literally meant “bite the wax tadpole” in their local language. Therefore, it is vital to any cross-cultural campaign to understand the cultures you are going to advertise to. There are a few things that can be kept in mind when diversifying to other regions like:
• Language: First and foremost thing that should not be forgotten is the language. In the case of Ford Pinto’s launch in Brazil, they translated the name in their local language which unfortunately meant “tiny man’s genitals”. So make sure when you translate something in a local language, you don’t hurt people’s sentiments.
• Religion: This is another influential factor. There are thousands of cases reported every year where MNC’s have made blunders in marketing campaigns by pressing the wrong (religious) nerve of the residents of the country. Recently a game manufacturer’s marketing tagline for its new game was “Challenge everything”. The residents immediately revolted as they felt that THE GOD cannot be challenged. You might for a minute consider this outrageous but this is a very serious issue.
• Colors: There are places everywhere in the world where a particular color will either attract the crowds or distract them. Colors have different meanings in different places. For eg- in China, red is considered to be a lucky color while black in Japan is thought to be unlucky.
• Numbers, images and photos: Another thing that can raise issues while marketing is the use of numbers as well as pictures which can be considered offensive by a certain group or cultural society. For eg- Women in bikinis on billboards in USA can be a good selling strategy but can be very offensive for citizens of UAE.
These are small things and can easily be ignored by many businesses. But then the results of it can only lead to a failure. If you stick to these small points you can be sure of winning hearts all over. Try to find out things that can be appealing and exciting to people. Like in Caribbean communities, using sketches in ads can prove to be very effective and useful. Also try and get as much information from the locals about people’s interests and buying habits. Do not think twice before doing a solid research. Keep an eye on what’s new and the overall developments taking place.
For example- In Europe, using strong language and nudity is more acceptable than in the USA. Make sure there is something that can connect well with the audience. People connect because of culture. It binds them together as one, hence, making it easier for you to target a particular set of audience. The game seems to be tough initially and it is without a doubt, but once you have set an impression, it doesn’t take too long to be successful.
This is how culture plays a really important role in marketing. Some of the tips and suggestions mentioned here can be very useful for your business and marketing plans.
Filed under: Print Place General | Tags: branding, business card printing, business cards, commercial printing, marketing, printing, promotion
Many people skimp on their business cards, thinking they aren’t that important. They are just pieces of cardstock with contact info on them. I would say think again. Your business card is as much of a marketing item as your best brochure.
As soon as someone hands you their business card, what do you notice? The thickness of the paper, the colors and graphics, and then the contact info. At least that’s what I notice first. A flimsy business card or a plain-Jane business card handed to me on the street tells me as much about the person handing me the card as if I were walking into their place of business for the first time.
The flimsiness or the perforation marks tells me that this person didn’t invest much money into their business card budget. This makes me wonder what else this person didn’t think was important enough for his image. Is his product flimsy? Does the business go half-ass (pardon my language) on its services? And the plain-Jane business card – that tells me that this company has no personality or that it takes itself very seriously. It might be a little boring to work with.
See all the assumptions I made just imagining two business cards? This is what goes through people’s heads as they receive business cards, if not in their conscious, but in their subconscious.
So why is the business card so important?
It’s your first impression. When you first meet someone at a sales conference or trade show or even on the street, the first thing you do when you talk business is give that person a business card. That business card tells a prospect a lot about you. You can’t make a second first impression, so wouldn’t you rather the prospect be impressed than turned off by your business card? Why take the chance on something so easy to fix?
Your business card has a myriad of uses. You can use it everywhere. You can slip a card into your invoice envelopes, your sales letters, your greeting cards, pin them up to a bulletin board, use one as an ad in the local newspaper … there are several ways you can distribute and use your business card. All of these include a component of marketing. Your business card is a strong marketing tool that is also versatile.
It can encompass your brand’s message. With your logo, your brand’s colors, and perhaps your brand slogan on the back of the card, this little piece of cardstock can communicate to people in a glance what would take you 5 minutes to explain. People don’t want to hear your explanation, but they will take your card and glance it over. Then they’ll remember it and have your contact info for when they need your services.
The fact that you are using your business card as something that people are likely to keep in their wallets or Rolodexes for a long time is reason enough to spend the money and get nice business cards. You can get professional quality business cards from online printing companies for as little as $15 with shipping. So there’s no excuse – professional-looking business cards can fit any budget.
