Use a good agency to do what they do best – to deliver great creative solutions. But give them a fighting chance to create some that makes the right (and hopefully lasting) impression on your target audience by doing some prep first! Give your agency a proper briefing, and you will find that not only will they produce some great work for you, it has the best chance of being ‘on message’ – and aligned to your business objectives. They should also come back with a couple of alternative executions for you to choose from.
In a previous blog, “its all about the Brand stupid“, we discussed the necessity for a strong brand and stronger brand guidelines. In this blog we have a got a 5 point checklist for your brand guidelines document. 1. Core Brand Values The Core Brand Values are the words we use to describe the main [...]
In a previous blog, “its all about the Brand stupid“, we discussed the necessity for a strong brand and stronger brand guidelines. In this blog we have a got a 5 point checklist for your brand guidelines document. 1. Core Brand Values The Core Brand Values are the words we use to describe the main [...]
I learned much of what I know about branding and brand development from my time in marketing at Philips and Samsung, and for me they threw up some really interesting lessons that shaped my marketing thinking. In different ways they are both benchmark companies, full of strong ideas that typify how an organisation should be [...]
Totally obsessed with website design, SEO and now social media, as modern-day graphic designers we often overlook traditional marketing materials such as print! The most fundamental form of printed material is the humble business card –but how powerful can they be? The answer is - they are really crucial: at business events, meeting clients face [...]
After on 4 months off and on-page SEO, the GL Print website, designed for SEO by Snap-Marketing, ranks at the top of Google page one for a keyword – 2 more to go – watch this space!
The website was designed from the bottom up with SEO in mind – with keyword research first, then website structure and navigation, then copy and then off page link building.
We love it when a plan comes together!
The Busy Bee network was set up in November 2010 with a simple aim: to bring together people in the ‘greater Tilehurst’ area at regular informal meetings, with a view to them doing business together and referring contacts to each other.
The first meeting took place on 9 November 2010 and was well supported by the local business community with many of the initial attendees having reported that they have already gained business as a result.
The Advantages of Joining “Bees”
The busy bee network is:
Simple:
Enjoyable:
Time Efficient:
Suitable for all types of business:
Profitable:
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What can I expect for my money
Regular Networking opportunities
Business training (Next session Thursday 3 February (ask Bob Hurn or Debbi Young for details)
Your business promoted by the other members to their contacts
Business referrals from group member and their contacts
Your business marketed via the “Bees” website www.bbbn.co.uk
A micro site on the “Bees’ website” increasing your exposure and helping to move your site up the Google rankings.
Quality local and profitable business
A monopoly within the group for your business sector (i.e. only one accountant, one electrician etc in each group)
A genuinely member led group
Value for money, a whole year’s effective marketing for your membership fee.
Who we are looking for (Professionals we don’t have)
- Printers
- Stationers
- Garage
- Bodyshop
- Carpenter
- Hair Dresser
- Beautician
- Photographer
- Cleaner
- Mortage Broker
The next meeting is on the 15th Feb 2011
Please arrive no earlier than 5:30pm, for a 6:00pm start.
The Hive meeting location is:
The Ibis Club
Scours Lane
Tilehurst
Reading
RG30 6AY
Attendance fee is £10.
Visitors welcome (subject to your business category not having already been filled):
please fill this form in to book your place. (You are under no obligation to become a member – but we are sure you will want to!)
We look forward to seeing you!
Creative people such as website designers or graphic designers have one goal in mind and that’s to deliver the best possible creative solution for your marketing project. And having learnt their craft over many years gaining experience in different marketing techniques, you need to trust them to give you the right creative input for your project. But how do you get the best from your investment?
Here’s an example – you need a new leaflet to send out to customers.
What do you do next?
Lots of clients expect us marketing experts to come up with the creative solution, but the reality is that often they do not have a clear idea of what it is they are trying to achieve before they start. The poor old marketing agency is left to fill in the gaps and make certain assumptions – and as they say the word assume is made from – ‘ass’ ‘u’ and ‘ me’ – figure it out. What you (and your agency) need is a Marketing Brief.
And here are 10 top tips on what you should include in the marketing brief to get the best from your agency:
What is your purpose in business, the products do you sell and how big your company is. Then fill in the gaps in this sentence.
“Many ……………. (your target consumer) need ………………. (solution to a problem). The reason for this is ………… (consumer pain). Our ……… (your core product) has ………….. (key features of your core product) but because it can ………… (key benefit) it is able to ………………………… (remove consumer pain).”
This is your core marketing positioning statement – and its important – spend time on this and get it right. Download a detailed paper on marketing positioning here.
What do you hope to achieve after the campaign, e.g. 50 requests for quotes.
This is the sector of consumers who the leaflet is aimed at (and not necessarily who
is buying – more for another blog!). For example, men in their 30s who are interested in gadgets and technology.
Then characterise what a typical customer might look like. Josh is 35, unmarried, owns his own home, owns a iPhone and drives an BMW 3 series. He reads T3 and GQ magazines and only watches sport on Sky and only at the weekends TV. Your positioning statement defines the needs.
This is the key issue you want the target audience to ‘get’ on seeing your marketing communication ….. could be a key benefit and again this will drop out of the positioning statement – see how important that exercise was!
What benefits will accrue on acquisition of you offer – save money, bragging rights? Testimonials of other delighted customers – all good stuff.
Stylish or Funky. Authoritative or empathetic.
Any pictures that must be included – for example products and how they should be presented – with or without people for example – in a room setting or standalone.
Your logo, how its to be used, how its to be placed on the page and colours (pantone reference) – check out our blog on Brand Guidelines here.
Document anything else that has to go into the marketing piece. This could be business address, phone number, website address (think about a specific landing page with a unique URL – helps you track success – another blog idea!) also legal information.
If you give your agency a checklist like this, you will find that not only will they produce some great work for you, it has the best chance of being ‘on message’ – and aligned to your business objectives. They should also come back with a couple of alternative executions for you to choose from.
Use a good agency to do what they do best – to deliver great creative solutions. But give them a fighting chance to create some that makes the right (and hopefully lasting) impression on your target audience by doing some prep first!
In a previous blog, “its all about the Brand stupid“, we discussed the necessity for a strong brand and stronger brand guidelines. In this blog we have a got a 5 point checklist for your brand guidelines document.
The Core Brand Values are the words we use to describe the main attributes that define and how we want the outside world to perceive our business. By developing Core Brand Values we differentiate ourselves from the competition in our marketing strategy. These attributes, write them down and agree them internally, will set the tone for your key consumer, why they originally bought your product and why, if appropriate, they come back for more – ie a repeat customer.
Most non-marketing people think the company logo is the brand. But the reality is that Logo Development is is only one of the components – a key one because it should be a point of recognition. The Brand Style Guide will detail key usage guidelines for the logo, where it should appear on the page in different circumstances, how it should be displayed when photos are used, how to adjust it with a colored background, whether it can be reversed out and whether the brand strapline text or company name must always be used with it. When a brand is really strong like Nike, the Logo is all that’s needed for instant recognition. But however big your company is, the definitions concerning usage are crucial for communicating consistently across all types of media.
Colour is a form of non-verbal communication with symbolism and meanings that go beyond ink and screen. Colour is emotional and as a rough rule of thumb choose no more than 3. The brand colours will need to be defined for each process RGB and hex for screen and website design, CMYK, Pantone for print and literature. This ensures that your brand is colour accurate irrespective of the media. All designers worth their salt will know precisely what those are.
Your logo is not the only icon that helps define Brand. The text of all of your documents should have a common look and feel. This means ALL documents – every outgoing email must use the same fonts and colours, and the business needs to be ruthless about imposing this – staff love to create their own stationery sets that are not the company guidelines. Having one consistent treatment to your documents provides a professional-looking and cohesive experience to the consumer.
Finally, in your Brand Guidelines Document, as important as it is to define how the logo should be used, it is critical to detail how the logo should NOT be used.
New Media will emerge over time and will necessitate revisions to usage and maybe colour, but once you have your guidelines in place and totally aligned, it’s easy to get your sales and marketing activities pulling effectively and efficiently in the same direction to generate a professional and consistent image to the consumer.
In a previous blog, “its all about the Brand stupid“, we discussed the necessity for a strong brand and stronger brand guidelines. In this blog we have a got a 5 point checklist for your brand guidelines document.
The Core Brand Values are the words we use to describe the main attributes that define and how we want the outside world to perceive our business. By developing Core Brand Values we differentiate ourselves from the competition in our marketing strategy. These attributes, write them down and agree them internally, will set the tone for your key consumer, why they originally bought your product and why, if appropriate, they come back for more – ie a repeat customer.
Most non-marketing people think the company logo is the brand. But the reality is that Logo Development is is only one of the components – a key one because it should be a point of recognition. The Brand Style Guide will detail key usage guidelines for the logo, where it should appear on the page in different circumstances, how it should be displayed when photos are used, how to adjust it with a colored background, whether it can be reversed out and whether the brand strapline text or company name must always be used with it. When a brand is really strong like Nike, the Logo is all that’s needed for instant recognition. But however big your company is, the definitions concerning usage are crucial for communicating consistently across all types of media.
Colour is a form of non-verbal communication with symbolism and meanings that go beyond ink and screen. Colour is emotional and as a rough rule of thumb choose no more than 3. The brand colours will need to be defined for each process RGB and hex for screen and website design, CMYK, Pantone for print and literature. This ensures that your brand is colour accurate irrespective of the media. All designers worth their salt will know precisely what those are.
Your logo is not the only icon that helps define Brand. The text of all of your documents should have a common look and feel. This means ALL documents – every outgoing email must use the same fonts and colours, and the business needs to be ruthless about imposing this – staff love to create their own stationery sets that are not the company guidelines. Having one consistent treatment to your documents provides a professional-looking and cohesive experience to the consumer.
Finally, in your Brand Guidelines Document, as important as it is to define how the logo should be used, it is critical to detail how the logo should NOT be used.
New Media will emerge over time and will necessitate revisions to usage and maybe colour, but once you have your guidelines in place and totally aligned, it’s easy to get your sales and marketing activities pulling effectively and efficiently in the same direction to generate a professional and consistent image to the consumer.
I learned much of what I know about branding and brand development from my time in marketing at Philips and Samsung, and for me the
y threw up some really interesting lessons that shaped my marketing thinking. In different ways they are both benchmark companies, full of strong ideas that typify how an organisation should be totally brand driven in their marketing, through graphic design and website design.
At Philips, as a Product Manager, I was an integral member of the commercial team when they were introducing new products under the brand such as Compact Disc and Video Recorders. As a result I was very much on the coal face for many of the decisions effecting the company globally. And while maybe I didn’t give the company credit for how good they were, the lessons I learned from this were very important in defining our future strategy in Samsung in the 90s. Then Samsung had no brand to speak of, but a truly gifted product development and production team in Korea. They were hungry for global success and absorbed all of our brand marketing ideas like a sponge! And for a young sales and marketing team, we had a gilt-edged and once-in-a-lifetime opportunity to build something very special and from a clean sheet of paper!
What I learned at Philips is that for every new brand, the most critical implementation component is the brand style guide. This document can be a couple of pages of A4 or (in Philips case) a tome like the Yellow Pages, which gives the crucial details that every employee, and all third party service providers, must adhere to in order to implement the proper use of the brand. It covers use of the logo – design, colour and page positioning, typefaces, fonts, size, in different variants for each use of the brand. This could be as simple as an invoice or as complicated as a TV ad. In every case, the brand use must conform so that the audience always sees the brand in a consistent look and feel and gets the same message.
Without strong, published and communicated brand guidelines, you’ll get zero consistency, a brand will come over as very disjointed in the marketplace to your target market.
I’ve seen so many companies fail to implement brand guidelines rigorously and damage their growth. It is the critical business tool if you do any outbound marketing for example advertising
, printed collateral or in person in the form of the humble business card. Over the next few days I will produce a brand guidelines checklist which will detail what should be included and why.
Totally obsessed with website design, SEO and now social media, as modern-day graphic designers we often overlook traditional marketing materials such as print!
The most fundamental form of printed material is the humble business card –but how powerful can they be?
The answer is - they are really crucial: at business events, meeting clients face to face, or when we just happen to run into someone we might want to do business with. How are these important contacts going to contact you? Having business cards is a crucial way of promoting yourself in the physical environment and we’ll see later in the internet.
Because the business card is the fundamental piece of collateral with your contacts details that you give to real people, you really need to invest the same time and energy into designing your business cards that you do when designing a website. You’ll need your business card to serve as a sort of mini portfolio that displays your skills and start to create a brand for you.
The standard business card is 2″ x 3.5″, in either vertical or landscape orientation. The landscape is more traditional, but plenty of people and companies now opt for vertical layouts.
There are many benefits to using this standard size, the main one being that it’s generally less expensive because it’s the most used. It will fit in standard business card holders and its instantly recognisable as a business card – important if you are trading with foreign clients.
But these days the world is your oyster because most modern printers can set up cutter-guides to cut virtually any shape and size for a more dramatic effect.
Wacky shapes can be used or maybe just the traditional rectangle but with rounded corners to communicate a softer, more creative brand identity.
You might though go for a custom shape – maybe picking up on your company logo, hero product or motif.
Or go for over-sized or under-sized cards are growing in popularity. All of these form-factors will help you make an impact and more memorable.
Folded cards are yet another option and allow you to describe your business proposition more completely.
You need to think about the card stock you use and the print process. A thicker card will communicate quality and will increase brand perception, but its more expensive. Digital print is cheaper in low runs, but Litho looks better – and again creates a stronger image of quality.
Think also about the card colour – before printing – most business cards are printed on either cream or white stock. But you can choose any colour so ask your designer for the options to create the image you are seeking for your business.
Texture is also important. Do you want your business card glossy (can’t write on the back), smooth or rough? Do you want spot varnish to ‘lift’ a particular motif on the card or maybe you want to use a material that you supply or your products are manufactured from – for example, plastic or wood – these will communicate instantly what your business is all about.
How many colours, one colour, standard 4 colours or event 4 colours and specials? More colour is not necessarily better – is your communication better with less?
Whatever you do your business card must reflect your overall branding – and if it’s the first piece of branding you are producing, then make sure the design can be scaled to websites, newsletters and other types of marketing collateral. There must be a common design theme throughout all the places that customers will find out about you and your company for maximum effect. This is really important.
But be as creative with your business card design as you would be with your website design.
The business card’s primary function is for clients and prospects to access your key contact details so the information you put on the card is crucial as to how effective it will be.
Many people want to include every piece of information they can think of on their business card but because of their small format, it is definitely a case of less is more.
What you do choose to put on your business card is directly dependent on the graphic design and how you most expect to be contacted by clients and prospects. Your business card might only include your website address for example if your name is the same as your domain.
After your logo, most likely you will also need to include your name, your company name, what you do (see our positioning e-book), and your basic contact information. This is your phone (mobile on its own looks unprofessional), email and website address. You might feel you need to provide your address if this is an office and clients are likely to visit you there.
And if you are active on social media, you might consider your twitter name, your facebook page plus any relevant professional certifications or memberships.
The humble business card tells your clients and prospects a lot about your business – take time to get it right!
Snap Marketing are delighted to be selected by Thame-based Path Products to design and produce their new brochure.
Pitching against top London agencies, the Snap designs won the day. Path are the UK’s major distributor of premium AV accessories and supply the award-winning IXOS cables to the consumer electronics market.
Path needed the brochure to launch a new range of IXOS cables at the Bristol Sound and Vision Show – a major consumer HiFi Show.
The IXOS cable range have won numerous awards for performance year on year, and the brand needed a brochure that communicated their patented technologies terms of customer benefit with a refreshed and up to date visual theme.
A website is now a must-have not a nice-to-have for all businesses these days. And if you really want online marketing success, then you must understand the importance of successful marketing testing. It is as crucial for on-line as it is for traditional marketing methods – and actually easier to quantify in many ways.
Our experience at Snap tells us that those businesses that are passionate about testing and measuring marketing effectiveness are always massively successful with both their offline and online strategies.
You wouldn’t buy a car that you didn’t know what speed it could achieve, or maybe its fuel economy figures, or its service intervals? Right? And you would check all this once you got the car. You spend good money on a car because you know what it’ll do for you (ie the value) against what it cost to buy and what it costs to run (the investment)
So when you spend good money on a website – the reality is that it should deliver more value than it cost you to set up and maintain. So how do you track and measure this – correctly
You need to know everything that is happening on your website, or not happening. You need to measure some key parameters and there is one really great tool you can use to do this – and its FREE! Its called Google Analytics.
Here are some of the tracking parameters you should be talking to your web designer about. In fact, if they aren’t talking to you about these things you should find another web designer – FACT.
Here’s my checklist of the key metrics you need to be tracking regularly:
• How many visitors are coming to the site
• How many of the visitors aren’t real human visitors (i.e. crawlers from search engines)
• How many visitors are new vs. old
• How long each visitor stays on your site
• What does each visitor look at on your – what does he click on.
• What sections – graphics, words, pictures generate the best responses
• Which search engines get you the best prospects
• Where are your customers coming from – links, referrals, newsletters etc
• How many pages does the visitor look at
• What is your website Page Rank
• How much money you make from the average visitor
• Who are your biggest revenue generating customers
• If you use Google Adwords, is it paying for itself – and more?
• Which links are bringing your visitors and are they converting to customers
If you are like most business owners you are thinking “there is no way I could do all of that” you would be right. Remember, that is why you need a specialist to be able to feed you real business-critical information so that you can drive the business and not worry about interpreting that data!
Check out the Feb 2011 edition of SnapShot, Snap Marketing’s newsletter. As always we aim to keep it interesting and fresh and while it will be full of news about Snap, as always we have loaded it with offers and tons of valuable marketing tips and design advice.
We hope you will find it useful! We are always keen to hear feedback, let us know if you would like some advice on a particular topic or problem.
This week there are articles on Google Adwords, LongTail keywords and Business Growth Ideas. Click here to read more
