Imagination Budget

Marketing Magic on an Imagination Budget
By Elizabeth Kearney

Marketing is a multi-faceted process that can take you from where you are now to where you want to go. Let’s take a good look at what should be included in your “marketing plan,” but not necessarily in the order shown.

Design a dynamite brochure that stresses the benefits to your customers and potential customers of your service and products. Very few people – except maybe your competitors – are interested in what you market as much as they are in how what you market will benefit them or further their goals. Take a look at your brochure.

SIX THINGS TO CONSIDER:

1. Does it convey that message?
2. Is it eye appealing?
3. Is it on glossy paper?
4. Is the layout attractive?
5. Did you avoid the problem of “too much information?”
6. Are the graphics appropriate in style and number?

If you can’t say “yes” to these questions, then set aside that brochure and begin again. You have only one chance to impress your customer with that brochure. Take advantage of the opportunity and do it right.

Be sure that your business cards do double duty by making certain that their layout and message are correctly planned. Are they attractive to the eye, easy to read? Do they provide your title, email address, and web site? And don’t forget that a logo and slogan go a long way toward building your brand. Keep the logo simple. Consider some of the most easily recognized and remembered logos – Coca Cola ©, Apple Computer © are two good examples. Note how simple but memorable they are. Your slogan should be simple, easy to remember, and easy to quote – “Drink Coke” – is an excellent example. Last, but far from least, use good card stock and remember that some colors are a turn-off. Create a card that your client will keep and remember.

While we’re talking about getting your name in front of your clients, let’s consider the power of the internet. Do you have a web page? If not, you really should consider setting one up. It’s easy (at least the simple ones are), and it can be put up and hosted for very reasonable fees by a company like Go Daddy (I’m not kidding that is really the name of the server and host). Once you have that page set up, you will want to:

CREATE YOUR WEB SITE: