I was sitting at the doctor's office the other day. (If you have read some of my other posts you're probably thinking that my metaphors are stuck, but I just happen to have several children, so I am there a lot). Anyway, I was waiting for the esteemed doctor while she takes her mid-morning nap, or whatever she does that takes an hour after your appointment time, and I started talking to another victim. After several mutual complaints about the service, we chatted about football, the economy, etc. The long and the short of it is that we exchanged business cards.
About Jerry Brisinger
I am the Marketing Director of a small media development company. We deal with hardware,software, and hard goods. As part owner of that company, I am able to see many of the true inner workings of the decision making process. Over my years in the marketing field I have striven to show simplify people's way of thinking on the subject. Many executives and small business owners try to over complicate the entire idea. They are wrong. In my posts I hope to show you what it is that I mean.
Author Archive | Jerry Brisinger
We’re all taught that networking is a great business tool. Unfortunately, networking is four parts work and hassle for every one part net. That’s not profitable enough for me. I like to connect more than 20 percent of the time. You put your best effort into having fun, why not turn networking into fun?
Try comparing how you network online to how you network in real life. Online, if you are doing the same thing that everybody else is doing, your personality does not show. In real life, you likely network by joining business groups and attending conferences.
When you got the chance to check your e-mail today, what did you see first? If you are like most every other person with Internet access, you saw a huge number of “free” offers. A lot of them get caught in the spam world and that is just where they belong. After all, how can you win the Nigerian lotto without ever entering it. Personally, I do not have any relatives in Africa to bequeath me anything.
There is an old adage in the marketing game: “The early bird gets the worm.” It's not just for marketing, but for business in general. I think it should be: “The flexible bird gets the worm.” Hey, you have to be flexible enough to meet customer needs and demands. You can get there early and frequently all you want, but if you do not have, or offer, what they want, no one will buy from you.
Understanding your customer base and what print materials you will need to reach them is a difficult task for anyone. The small business owner is often the one challenged the most. A tight budget or a very small understanding of marketing are two of your biggest obstacles. A lot of us know our product and know that there are customers for it, but how do I reach them? That is the question many a day.
One often overlooked aspect of any printed sales campaign is: “How do I know that it has been effective?” Awesome question. You can spend thousands and thousands and still be wasting your time if you have no idea if you have gotten new customers or repeat sales.
In an earlier post I mentioned that design and graphics were not as important as the titles and content of the print material that you use. Many people would disagree with that; however, I believe that to be a very true statement. On the other hand, you can not entirely ignore the need for color and the use of charts and graphs when necessary.
It might sound crazy to equate home buying, mortgage companies and printed materials, but think about it. Sort of let it sink through; the metaphor, the hyperbole. There is some common sense there. Things that we all know, but have made overly complicated through the years of “experience." It has gotten to the point that old knowledge can be thought of as an attitude changer. You can really shake things up using school boy lessons and presenting them anew.
If you’re reading this while at home, then you’re already half way to grasping the simplicity of marketing. If you’re somewhere else, allow your thoughts to journey back to the comfy confines of your home. There you are, sitting in your favorite recliner reminiscing of the day you unlocked the front door for the first time and entered in as the new homeowner. Now, go ahead and TiVo your way through all the great memories you’ve had. How many years has it been? Two? Five?
Sales is usually the no. 1 use of print materials; however, there are several other needs that can be met through the printed medium. I think that there are three important needs to be met: changing customer needs, gain market share and understanding your customer. They are all somewhat inter-related, but the print product that you use will have to be custom tailored to each need.
With the whole world trying to go green, why wouldn't a printing company do the same? A lot of the people I deal with on a regular basis worry about the same things: What can we recycle? What portion of our supplies are made from recycled products? How can we reduce our VOCs (volatile organic compounds)? These are all very valid questions in today's business environment and are being asked more frequently by my customers.
We are all assaulted by print ads from the time we get up in the morning until we go to bed at night. What makes certain ones stand out from the crowd or, at least, not be ignored? Actually, it is not just one thing. It is a compilation of triggers and aesthetics that the average consumer will never fully understand. It is not so much the material themselves or the visual appeal of the product, but the overall feelings during and after the item is read.
What is the PsPrint Blog??
The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.