This is the fifth in a series on marketing with simple tips on improving how you promote yourself and your business. Today we are going to cover Grabbing Attention.
In Marketing101: Part 1 I talked about how to structure your marketing materials using A.I.D.A. (Attention, Interest, Develop, Action). Today I want to take a closer look at how you can make sure your Marketing gets noticed.
No matter how great the design, whatever marketing materials you use you need to know who you are targeting (often called 'Your Ideal Customer'). You know who your customer is and the first thing to make sure your marketing gets noticed is that you have to make sure your ideal customer has the opportunity to see it. Write down your ideal customer profile - I usually go as far as naming that person - and then give it some thought as to where and when that person is likely to look at your marketing materials, and what form that marketing needs to be in. (As a printer we can help you with posters, mailers and leaflets etc). Also don't underestimate the power of marketing to your existing customers, reminding them of how good you are and that is where postcards with return offers or next sale discounts can come into their own.
Having decided on your target and type of promotion you need to make sure your target reads it, understands what you do and is then prompted to action (call you, email you, message you, drop into your shop).
The 3 things that will help you think about your design visual, emotional and perception.
A good graphic catches your targets attention - but what actually works that you can implement. I find visuals that relate to what you do have the best response for small businesses. Before and after shots are great - they show immediately your skill and area of expertise. Pictures of your staff, working, are also great for the same reason.
Emotion - you want to make sure your graphic / text implies satisfaction, a good job done, a happy customer. Emotion can be conveyed through your visual or a wee trick I use - an attributed quote from a happy client says a lot.
"Keith and his designers were brilliant. They helped me through the whole design and print process my fund raising event sold out"
Peter Wilson: Walk with the Foundation
... and then there is perception. When a client looks at your marketing, it must convey professionalism, care, and attention to detail. It does NOT have to be the best ad in the world, nor the slickest, it has to come across as open, reflecting the good job you're going to do.
... and don't forget NOW you have their attention make sure there is a call to action - phone numbers work best - email is OK, and your web site at least allows them to get further information but the best results concentrate on getting them to call, to make direct contact.
There is a lot to think about, but poor marketing is better than no marketing, and great marketing can lead to a very successful business. If you want help we have designers on hand that are experienced at grabbing attention and making your marketing materials stand out.
If you want any help with your marketing contact me today.
We provide a full suite of products and services to help you promote your business including ...
... and more. Please call me now if you have any questions at all.
KEITH 01324 613636