Full-color printing and consistency
Is very important that you have consistency in all of your printed material. What this means to me is the ability to create something once and then re-created again and again on all of your different marketing materials. I like to refer to this as a marketing mix. What I’m trying to tell you that it’s very important that all of your full color prinitng from your business card, postcard, flyer, and brochures must all be consistent. The way that your logo shows up and also your calls to action, and/or your slogan. We’ll consistency generally doesn’t have the client be able to no issue from afar again and again and again with us why I call it the marketing mix. This is also probably why you’d want to use the same printer again and again. Every time you change print you change colors most times, and may not be significant to you but if the client notices a difference in the quality that sometimes all takes to put a bad taste in someone’s mouth. It’s also very important that you find one graphic designer and keep using that person again and again. Each graphic designer has her own flair, and/or personal style. I would rather push back a promotional campaign, so I could stay with the same graphic designer and risk working with a new person and changing the way that my piece looks. I remember reading an article some years ago. That said the number one reason for marketing campaigns to sell weather it be direct mail hand-to-hand promotion, or TV commercials. The reason most businesses failed is because they pulled the campaign prior to them getting the success that they were looking for. I tell people again and again if given I create a direct mail piece rather than send out 20,000 units one time. It is best to figure out the group of people, and/or businesses that you’re looking market to only 5000 those people four times. Advertising works the same way brainwashing works. It’s all about the frequency. Ask yourself this question why is Mercedes-Benz considered to be the number one vehicle on the world. I got news for you to not because it’s the best made product. In my opinion, what is happening is people have created a successful marketing campaign created value and then drilled into your head so many times that it becomes reality. It has been said that you must hit the same person five times before they even notice you. Look at the sitcoms on television, many of them don’t actually get successful to multiple years into their seasons. And slowly after remember a marketing times frequency equals results. And I believe once you create agreement with that frequency it becomes reality. People remember first what they heard last. So reinforce what I said last find a small group of people and hit them again and again and again. When people stop to call you up and say please stop sending me your postcards, or stop calling me. I believe you’re headed in the right direction