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Robert Johnston's Articles

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Quick Alterations I come across too many companies who don’t know much of anything about label printing, and because of this fail to capitalize on what it can do to help their marketing, and help save them money. Tips for Picking a Designer When the time comes to hire out a new graphic designer there are a variety of different things you should be aware of, and keep a careful eye on to be sure you get exactly what you’re hoping for. How Long Will They Keep It? Tradeshows are filled with freebies at practically every booth I go to. Cover Design Tips for Booklet Printing Booklet printing is simply a small book, such as a catalog, operational manual, or informational pamphlet. Cover Design Tips for Booklet Printing Booklet printing is simply a small book, such as a catalog, operational manual, or informational pamphlet. Are You Listening to Your Customers? Ever noticed something like this before: you get a newsletter in the mail each month from a company. They have a section in the newsletter where people can write in and offer suggestions. They print whatever suggestions they like, and you usually sit back and think that many of these are quite good. What to Consider when Newsletter Printing Deciding on layout format beforehand will save you from timely setbacks that can cause you to miss your deadline. Forming Your Checklist When going to an event of any kind I’m sure the first thing on your list to bring will always be business cards. This is the obvious one, but what else should you bring? Maybe some current marketing material or maybe some kind of free item to give away, but is that all? Things You Can Learn From Movie Posters If you did I’m sure you saw those movie posters along the front of the building. I bet you there were rows and rows of them, each large and colorful, and each able to grab your eye. Even if the movie itself didn’t look that interesting, the movie poster itself was probably quite a sight. The Right Type of Change Change is certainly a necessary part of marketing for every single company out there. You can’t stick around for very long if you aren’t keeping track of your marketing and figuring out the right things to change. What to Look for in Good Brochures If you want to maintain a strong marketing presence you have to have strong marketing to begin with, but what exactly can you do to make sure that you’re designing the best kind of marketing? What’s going to work best with your customers or what’s going to best deliver your message? Packaged Deals Big, expensive purchases don’t come very often for most people, and when they do roll around, most people like to savor them. Think about a new car as a prime example. How often do you replace your car, and how excited does it make you when you finally get to purchase a new one? Thanking Them For Their Time Any kind of interaction with any customer deserves a follow up with them no matter what. Make Your Associations Well Known One of the best ways to boost up a company’s image in the public is by joining up with a charity to help out. Usually this kind of partnership is going to deal with you donating a certain amount of money to them, or holding some kind of sale to specifically promote you’re helping them out. Use Your Competition as a Selling Point The more you hide from your competition the more a person starts to wonder why. Are you afraid to talk about your competition because you know they can do something better than you? Are you hoping that your customers won’t hear about anyone else in your industry so you can have their undivided attention? Tips for Breaking Into a New Market Growth is a natural part of any strong company, and as soon as that growth falters, you can expect your sales to start declining. However, growth can pose a few problems depending on the industry you’re in. Sometimes you can naturally reach the end of your growth potential in a certain market, which will lead you to a new kind of marketing to keep your business strong. A Strong First Marketing Push The first marketing push that a business does can be one of the more important one you’ll do. Consider Things You Like in Other People’s Marketing I was standing around once at a tradeshow talking to someone at a booth. We weren’t really talking business per say, more just talking about the event itself, and various other elements of small talk. Don’t Limit Someone to Just What They Can Remember A lot of important presentations are also very long. They might have a half hour speech and those speeches are often filled with various slides and other things to emphasize certain points. Don’t Stretch Your Templates Too Thin The very purpose of creating a template is so that you can use it more than once and create multiple advertisements from it. Design Everything Together Here’s a tip for anyone who needs to design a large amount of material that’s going to be used all at once: design all of it at the same time. Knowing the Specifics: Envelopes Specifically using envelope printing for marketing means that you have some message or connection to your company on the front of the envelopes. Typically this may mean just having your company name and logo on the upper corner of your envelope. Combine Action With Words Any company can say they have good customer service, but do they really have it? A company can say they have the best deals in town, but how often do they try to prove that they do? Researching the Market As the most important part of marketing research should always be a strong element of your marketing department. I can’t think of anything that would be of a greater concern to a marketer than keeping a careful eye on the marketplace. Never Plan on Word of Mouth Marketing It’s kind of sad that one of the most powerful forms of marketing is also the most unreliable. Knowing the Specifics: Labels A label is really just a sticker with a specific message on it. Defining exactly what that is can be a tad problematic because labels are often used for a wide variety of different purposes. One fairly consistent aspect of them though is the company name and logo on them. Before You Begin Your Business Every business began with an idea. Before the buildings were constructed, the logos made, the advertising distributed, there was simply an idea behind it. Keep Yourself Fluid The company that refuses to change is a company that isn’t going to be around for very long. Keep a Careful Eye on Your Colors I remember when I was younger and in elementary school we did a little project where we each wrote down what our favorite color was. The teacher then told us about different traits associated with those colors, and different things it might suggest about us because of the colors we picked. Vague Testimonials Might Hurt You More Than They Help Testimonials are often considered the very height of powerful marketing. Tie it All to Your Customers I see many catalogs that are quite good at explaining what a product is and what it does. I don’t really have many problems when it comes to know exactly what a product can do, but what I don’t see very often is why I should care about this? How am I going to make use of these products in my everyday life? You Can’t Control Everything, So Take Control of What You Can My intention here isn’t to upset anyone, but it is true that a lot of things can potentially go wrong with a presentation. I’d imagine you’ve had a number of awful little scenarios playing through your head before going into a big presentation. Knowing Which Market is the Right One for You Finding the right market for your company can be a very difficult task. Know What Your Customers Want to Read Newsletters are something that can be a little hard to immediately define. Creating a Marketing Plan Every small business struggles to come up with ways to advertise itself. Advertising is not cheap, and effective advertising tools are very costly. In order for a small businessperson to adequately market itself, it must take advantage of every cost effective marketing tool available. Posters are one of these tools. What Exactly Makes Using Postcards so Cheap? The fact that postcard printing is one of the cheaper forms of marketing you can get done is a well known in the world of marketing, but why are they so cheap? Keep Your In Store Advertising Strong The most common drive in advertising is to get people into your store. Everything you send out is done with the express purpose of increasing the foot traffic as much as possible. Your Logo: The Face of Your Company When it comes to all the different ways that you promote and advance your company, your logo stands out as the most prominent thing. Go Beyond Information The more connected I am with a company the more I trust them and the more I’m going to be willing to devote my time to them. Getting the Best Prices No one wants to pay more for something then they have to. You’re the Opener and Your Card is the Closer When you open a book the two most important parts of it are at the very beginning and the very end. If the beginning of the book isn’t good, if it doesn’t hook you right away, what are the odds that you’re going to continue reading through the rest of it? The book has to give you a reason to care first. Using the Right Types of Advertising for Your Message Different marketing messages work best with different kinds of advertising. Take a moment to step back and consider just how many different ways there are to market these days. Tips for Better Booklets Every form of marketing has things that can go wrong if you aren’t being careful. Booklets are no exception, but just as with every other form of marketing, if you know what to look for, you don’t have to worry about anything if you know what they are, and how best to head them off. Find the Middle Ground More often than not the posters I see suffer from too much or too little. Brochures In a Glance The basic brochure is going to say quite a bit. It’s the Little Things that Add Up the Most Marketing is a very large concept. People attempt to push it down into a small category all the time, but true marketing is so broad you can’t really define it as a single thing. A Small Market Doesn’t Mean Small Effort There are a variety of great reasons why you should check out a niche market for your company. Measure What Works Given the price tag that often comes with marketing pushes, it’s nice to know when your marketing is working. No company is going to be happy to find out that all of the time and money they put into their marketing yielded hardly any real sales when everything was said and done. Generate Interest and Excitement With a Contest I don’t see contests even remotely enough. Choosing a Postcard Printing Company Here are a few items you can look at to give yourself an idea of whether or not a company can handle your custom postcard job: How to Make Your Brand More Exciting It’s too bad that not everyone gets as excited about your product or company as you do. Unfortunately, not all businesses are sexy or have sexy products. Break Out of the Envelope Just the other day I received one of many advertisements in the mail. It came in a largely blank envelope, all white except for the name of the company along with a single message in the upper corner of the envelope that said something to the effect of Great Offer Inside. Is it For You: Booklets What exactly do booklets do? View it Through Their Eyes How can you give a person what you want if you don’t know what it is that they want? Never Take Your Customers for Granted I hate it when a company just takes my business for granted. I can tell when it’s happening, and each time it does I find myself inclined to stop providing any business to that company anymore just out of spite. The Outline of Good Marketing Every marketing push has a basic outline that stretches from the beginning to end and deals with the various things you have to do in order to make it successful. Must Have Marketing Some people have a grudge against marketing, or like to avoid it as much as possible if they can. They don’t think that their company is going to need much marketing in order to survive. They can sell themselves based on the service they provide and general word of mouth. The Many Uses for Labels I remember when I was a kid I got hold of a label maker. It would print off basic statements on little strips that you could then stick to whatever you wanted. Understanding Active vs. Passive Marketing How much do you understand the difference between active and passive marketing? If you want to make good use of both of them you need to be aware of what both of these encompass and how they affect your marketing. 10 Tips for Newsletter Printing The following 10 tips for newsletter printing can help you decide if a newsletter is really right for your company. Wrap Your Brand Name Around Yourself The second you decide to develop a strong brand name is the same second you accept that until your brand is big you’re going to need to wrap yourself completely around in it. The Convenience of Labels The best brand names are the ones that are on everything a company does. It doesn’t matter how big or how small, that brand is everywhere. A person can’t help but see it when they look at anything associated with your company. The Smallest Things Can Make the Biggest Impacts The thing about small details is that they’re the most often overlooked. When you’re facing something like a major project that ends with a very important presentation, the biggest thing on your mind is going to be doing the best job you can on that presentation. Reviewing Your Postcard Printing Here are some of the most important questions to ask when reviewing the effectiveness of your postcards. Advantages of Custom Folder Printing When your client walks into the office requesting information on your services, you probably have several pieces of information to give out. Poster Printing: The Materials and the Message Posters will fit just about anywhere so long as your posters are designed with the right materials and have the right advertising message. The Four Parts of Calendars Calendars are one of those promotional tools that work for you year ‘round. They sit in front of your customer day after day, keeping your logo in front of them all the while. What more could you ask for? Besides more sales, that is. Printing Postcards for Professionals Postcards are an inexpensive and effective method for promoting your professional services. You can use postcards to promote special deals, seasonal sales, or simply keep your brand in front of your customers on a regular basis. Tips for Cost-Effective yet Compelling Flyers Marketing your brand or products can be a highly expensive business technique, but one that cannot be ignored. Three Purposes of Booklets Explained No matter the type of booklet, each purpose has different standards to which it adheres. Lend a Helping Hand What exactly is the image you present to the public? Why You Should Not D.I.Y. There’s really no reason not to consult the professionals, but there are a few things you may want to consider for your project before you dial up your printer. "Catalog Printing: Giving Product Photographs Their Due Attention Images are one of the most important aspects in advertising, and catalogs are no exception. Finding Your Place I’ve written, at times, about how to effectively design eye catching brochures that drive sales, but I fear that I may have neglected to mention one of the most important aspects of marketing with brochures - placement. Set Your Marketing Up in Advance You never want to leave something as important as marketing up to the last minute. The further ahead you plan out what you plan to do the better organized you’ll be to handle it when the time comes to start implementing your marketing agenda. Go Beyond the Basic Calendars Each year during December through January the flood of new calendars will hit the market. Along with all the companies selling them will come the places handing them out for free instead. Greeting Card Design Tips When you are ready to design or do your own greeting card printing, there are a number of important aspects of which you need to be aware: Product Label Printing Before printing your product labels, keep these important tips in mind: 4 Critical Questions to Answer while Planning Your Marketing Camp "To make the most of your budget as well as your people and their talents, you should ask yourself and your marketing crew the following questions: " 4 Non-Traditional Ways to Use Postcards When it comes to a mail campaign, the direct mail piece that will net you the best ROI (return on investment) has got to be postcards. Don’t Get Too Complicated Sometimes there can be a fine line between something that looks interesting and something that looks cluttered and confusing. Where Does This Go? Effective Poster Locations When an advertiser first thinks of the kind of advertising he wants to do, location is usually one of the first questions on his mind. Calendar Ideas The topic of a calendar is going to be the deciding factor on whether or not a person actually decides to keep it and put it up, so you need to pick something your demographic is interested in. Custom Business Card Design Ideas When it comes to custom business cards, the easiest way to customize them is to use the back as well as the front. 4 Reasons to Use Postcard Printing in Your Marketing Campaign When it comes to marketing, you have many options to bring business to your business. Postcard marketing is only one of those options, but it can be the most efficient and effective. Utilizing Business Cards as Advertising Tools A necessary marketing component for any company are business cards. Make Your Business Cards Stand Out From the Pack It pays to be unique. Common Mistakes to Avoid for Brochure Printing Many offices have a deadline to meet and cannot afford to spend extra time sending and resending their brochure to print. A few of the most common mistakes to avoid include: Tiny yet Powerful: Business Card Printing Whether you’re a business behemoth, a fresh franchisee, or one-man-band consultant, the appropriate business card is a must. A Crash Course in Digital Printing Digital printing is the process by which printed materials are produced on a laser printer, ink-jet printer or dye sub printer. Networking Knowledge that Will Make You Need More Business Cards When you network, you are trying to create a positive reputation, business contacts and business referrals. Networking can morph into word-of-mouth marketing if done correctly. 5 Tips to an Enduring Brochure Brochures have three basic elements: copy, design and photos. The way these three elements interact can decide your brochure’s effectiveness. Pulling Everyone Together I don’t care what kind of advertising you’re doing: odds are good multiple people are going to be working on it. Ten Words to Get Your Flyers Noticed The only way to have an effective flyer is to have a catchy front page. Without a front page that immediately grabs attention and entices customers to read further, your flyers will be worthless. And a worthless flyer is a tremendous waste of money. Spruce Up Your Business Cards for Staying Power Your business card is one of your most important marketing items because it’s generally the most used out of all your marketing materials. Avoid Tradeshow Problems by Preparing for Them Sometimes the smallest mistake can take what was going to be a great tradeshow appearance and turn it into a disaster. The problem is you’re going to be away from your company, away from home, and without all the resources you would normally have access to. The Looming Threat of the Deadline: Managing Your Time Managing your time under deadlines isn’t always the easiest thing to do, especially when you take into consideration time for yourself. Good Business Card Traits I once read somewhere that all an entrepreneur needs is a great idea and a business card to succeed and that seems to still ring true today. 4 Ways to Cultivate Your Brand Branding is important to all businesses, big and small. Your brand represents the personality of your business Poster Design Tips to Attract the Masses Posters are a great medium for marketers, advertisers and sales people alike. They can be huge, colorful and most importantly, they’re hard to ignore. Have you ever walked into a business meeting with a poster sitting in an easel in the front of the room and not looked? Probably not – posters are hard to ignore!
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