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Robert Johnston's Articles in Advertising

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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. 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 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. 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. 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. Stop Playing Up Your Prices and Get Customers in Your Door When a small business is trying to forge its way into the marketplace, the fallback strategy is usually to focus on price. “We have the lowest prices in town” and whatnot. Yet, this pricing strategy hardly ever works. 8 Great Words to Use on Brochures Brochures are effective marketing tools, and they have been for a very long time. But in order to get your brochure noticed among the millions of others out there, you have to have an attention grabbing front page. Logo Reference Materials If you have decided to design your own logo but aren’t sure where to start or if you can’t come up with any ideas, here are some resources that will educate and motivate you. What Benefits do you Offer Your Customers? Your business has certain benefits that it offers to customers. At least, I hope it does. If it does not, you may want to find a new line of work. The AIDA Marketing Model Posters are a cost-effective way to promote your business or product. But to be most effective, you need a great poster design that is eye-catching and also gives people valuable information. Trade Show Marketing Tips Here are some tips and suggestions to mull over before you decide to participate in a trade show: Some People Like to Be Invited Odds are when people come across a new business there are going to be three primary reasons why they don’t bother going in. Either they don’t have any need to, they don’t know enough about the company to feel comfortable going in, or they don’t even notice the business exists. Network for the Life of Your Business Just like a person, a company who stays home alone will not accrue many friends. For your business to be known it is essential you engage in extensive networking. Today, networking can take on many shapes and forms. These exist both in the interactive and offline worlds.

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