Example: I love to eat at Carrabba’s Italian restaurant, I don’t know what their logo looks like (compared to Apple or Nike’s logo), I do know they are consistent in providing great food and service. But a logo is important because you need a consistent look for your marketing material. When I see Carrabba’s logo it immediately triggers my thoughts of good italian food.

What I discussed here is the logo not the tagline for your logo. The Tagline is a little different and should be given more attention and will have to wait for a later post.

I’m sure this sounds self promotional… hire a graphic professional to create your logo with direction from you on how you want to come across to your clients or customers.

It will pay for itself to have it professionally done. Not only for the look but for the many different file formats that printers, web, T.V., signage and other media outlets require.

So lets get to the question, should you advertise in the yellow pages? Well I can guide you but I can’t answer the question for you. Hopefully the points and discussion below will help.

You know your clients and customers best. Are the majority of your customers internet savvy? Are a lot of your customers elderly and my not be as web savvy as the younger generations? If yes, you may want to apply your marketing in other media’s. Now this doesn’t apply to all business, a lot of services industries like AC and plumbing companies that people need “NOW” to fix their problem, I feel, may still benefit from the Yellow Pages.

When was the last time someone said to you, “I found you in the Yellow Pages”? If this is happening a lot then staying in the book is obvious. I like to tell people it’s a good idea to have a way of track your marketing, and an easy way is to constantly ask your customers how did you here about us? In print advertising, offer a special discount if they mention the ad, use a coupon or a special gift. If the Yellow Pages works keep doing it and if it doesn’t, stop. Have a way of knowing if its effective.

Get to know your clients and their pattern of doing things make it easy for them to find you in every media possible.
Try looking at your most successful competitors not only try what they are doing but try doing the opposite of them, even if it goes against your common sense. And remember the web is what people are using to find information and the Yellow Pages is in serious decline. So, if its still working use it, but know when to discontinue using, and when to stop.

Branding your company

Brand it and they will come, you need to let people know you are open for business. You need to start branding your business and develop the material to help you. Some of the things you may need created: website, stationery, logo, tagline, cards, mission statement, postcards, brochures, newsletters, letters, project sheets, resumes, bios and much more depending on your plan of attack. All this needs to follow and coincide with your brand and message. As I have mentioned in a previous post a logo doesn’t constitute a brand. But it is one part of the big picture.

Not only are logos, tagline, mission statements and print material important, you should also grasp who is your target market, your customer. What makes you different from your competitors and how you want to be seen by your clients. (example: lowest prices, best service)

Now try to be as diverse in your marketing and PR in as many different media outlets as you can so that your potential clients will find you. This includes press releases (web, TV, newspaper), getting involved in community events (festivals, charitable events and shows) that will help spread your name. You have an expertise find out where you can be a guest speaker at events where your clients may be reached. Find partners of resource, let them know who you are and how you can be a benefit to each other with referrals. Utilize your website with calendars, email blast, newsletter to keep your customers informed. TRACK your marketing, have a way of knowing if the advertising is working. It’s smart to know what works and what doesn’t.

This is a small list of things you can do as a small business and these practices have been in place by many successful businesses. Branding your company implants into your customer memory the look, the service and the product you are representing… make it a positive one from the start.

Here a couple tips on making sure your posters are effective in communicating where and when your event takes place. Coastal Carolina University Percussion departments uses posters to let the campus and community know of upcoming performances.

Place your poster in vital places.  Your message must be seen by the people who will be interested with whatever it is you’re offering. They must see it on places they frequent. Also, keep in mind you don’t need to flood your market with the same looking poster every time. Have new designs, messages, offers, pictures and ideas created. Keep them fresh and appealing to the eye.

This would mean blanketing your market with your print posters. Do not just rely on a few posters located in one location. Vary your areas as much as possible. And repeat your poster marketing to generate a long-term marketing success, instead of an instant but short one.

So be consistent when distributing your poster within your market. Don’t keep your poster hanging in one location but spread them out as much as possible. Keep your distribution going with a long term poster campaign instead of a short term presence. Your patrons will look and appreciate your professionalism.