In marketing, perception is reality. In the mid-1970s, health concerns arose over the use of the dye amaranth, commonly known as FD&C Red #2. Studies linked the popular food coloring with cancer. Mars Inc., makers of M&M's, decided in 1976 to replace red M&M candies with orange ones. Did the candymaker eliminate red M&M's because they contained the dye in question? No. In fact, the candies contained a different (and safe) red dye. Instead, the company decided to remove the red candies to allay the fears of consumers who worried about anything with red dye in it.
Mars understood the power of perception. Although its product was perfectly safe, the company knew that consumers were concerned. Sure, it could have stuck with the red candies and focused its marketing on explaining that the red dye it used was safe. After all, that was the truth, and many people would surely have believed it. But Mars knew that not everyone would feel comfortable with that explanation. The brand might have been hurt by this negative perception. So, even though the truth was on its side, Mars decided to make a fairly significant change. In the process, it generated a lot of goodwill and got the added bonus (and buzz) of introducing a new color to the M&M's fold. How do people perceive your products, services, and brand? Are there any misconceptions that could be adversely affecting you? If so, what changes can you make to alleviate those concerns and improve your image? And what extra value can you get from making those changes? There's one final chapter to the red M&M's story worth noting. Eleven years after pulling red M&M's off the market, Mars reintroduced the color in 1987. It proved a popular addition at the time and remains so today.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
While a lot of planning goes into the preparation for a tradeshow, few companies spend as much effort during the critical follow-up period after the show is over. It becomes easy to overlook follow-up activities after returning to work and finding a full inbox of e-mails, voicemails, and other deadlines to catch up on. Others assume that prospects will call them because they gave them their business card or brochure. Overall, tradeshow success requires immediate follow-up on leads generated from the show floor. Here are a few tips to improve your follow-up strategy:
Follow-up should begin before the show ends by taking detailed notes on each prospect you meet and rating them (such as hot, cold, etc.).
Prioritize your follow-up plan, starting with the most serious prospects.
While you should wait a day or so for attendees to get settled back into their offices, you want to follow-up quickly while your conversations are fresh in their memory.
In addition to calling, send prospects you visited with personally an old fashioned, hand-written note via snail mail that addresses specific interests or needs the customer mentioned while visiting your booth.
Send special gifts to qualified leads that will remind your prospect about your company, such as a flash drive, flashlight, or envelope opener. Avoid cheap token items such as pens which are given out in abundance at the show.
E-mail all other booth attendees who provided e-mail contact information (regardless if they were a cold prospect) and tell them you will be in contact in the next few weeks, unless they need to reach you sooner. Whether or not they are ready in the buying cycle, you can create top of mind awareness for your business.
Design and print follow-up postcards, as well as the bulk of a follow-up e-mail messaging prior to the trade show to save valuable time. When you return, you can easily personalize the message and send it out.
Don't assume prospects will contact you for more information, since they likely saw your competition as well and are waiting to see who can earn their business.
Let us know if you'd like help developing professional follow-up materials. Our creative experts can help you ensure you and your business will be remembered in a positive light!
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
As you prepare for your next upcoming trade show, don't forget the benefits of direct mail. Not only can a direct mail promotion such as a pre-show mailer increase traffic of target prospects, but it can also generate sales leads, fill conference rooms, and create awareness of an event and your participation in it. A simple yet effective way to spice up your pre-show mailer is to include a carry card. When included with your pre-show mailing, a carry card is a printed card your prospects carry with them and present at your booth to receive an exclusive offer, such as a small gift or entry in a sweepstakes or drawing. For example, your card could say, "Bring this card to ABC Booth #345 for a free sleeve of Titleist golf balls" or "Bring this card to ABC Booth #345 to enter to win a free ipad!" Since the prospect will carry your card to the show, it is a great opportunity to reinforce your brand image and marketing message. Don't forget to include your booth number/location and space for the recipient to enter his/her contact information. This is also a great time to ask the prospect's preferred method of communication (e-mail, phone, etc.). In addition to supplementing your lead retrieval, carry cards are a great way to track your marketing efforts. You may even consider sending two different versions to test the effectiveness of your message. Design options for carry cards are endless, and can vary from a simple supplemental insert in a mailing or a perforated tear-away option on a folded postcard, self-mailer, or brochure. If you'd like help creating a direct mail promotion that will help fill your booth with prospects, give us a call today!
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
If you want your business to get in the market quickly, there are two quick and easy ways you can go. You can use full-page or even two-page spreads in the yellow pages, or you can spend a bucket-load of money on pay-per-click.
Quick and easy is NOT always the most effective way to go. Sometimes it is, in fact, the least effective. The yellow pages have been destroyed by search engines, and pay-per-click is a great way to waste huge amounts of money if it isn't properly maintained. If you still think the yellow pages need to be a part of your marketing budget, then put a separate phone number in the ad, so at least you can track what your easy, expensive dollars are getting you. The fact is, having a good web presence, printing great looking marketing materials, and using a marketing calendar to get your message out there in a targeted way provide a far better plan. Yes, that plan isn't quick and easy, but it can be affordable and effective... two very desirable things in marketing.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
I saw this story the other day. I'm not sure if it's true, but either way, it provides a good allegory for marketing.
One day, Karen Hughes, George W. Bush's top communications aide, was walking along a beach. She looked up and saw a small plane towing an advertising banner. It read: "Jill come back. I am miserable without you. Love, Jack." Her first thought: "Bad message, Jack. Too much about you, and not enough about her." What is your message? Is it all about you? Or is it about your (potential) customer? It's not that having a brochure that tells your customers everything you do is a bad thing, but it's a lot more attractive and desirable if that brochure comes from the point of view of meeting the customer's needs. Which sounds better? "We build 400 kinds of doors." Or: "We strive to understand your exact door needs, and with 400 types of doors in stock, we can usually find you something quickly and at the right price." Given the choice, I'll take door (pitch) number two every time.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
Several weeks ago, Google unveiled a new, simpler icon for its Chrome web browser. In a blog post explaining the change, Google designer Steve Rural wrote, "Since Chrome is all about making your web experience as easy and clutter-free as possible, we refreshed the Chrome icon to better represent these sentiments. A simpler icon embodies the Chrome spirit ââ?¬â?? to make the web quicker, lighter, and easier for all." Whether you love it or hate it, the new Chrome icon provides an important lesson to corporate marketers: When creating logos, color schemes, and icons to represent your brand, make sure those symbols represent the core values you want people to associate with you. Another lesson comes in the way Google went about creating its new Chrome icon. "Redesigning the icon was very much a group effort," Rural continues. While you probably should put together a core team of designers and marketing people who will have the final say in creating your corporate brand, don't overlook ideas from "outsiders" in your organization (customer service people, salespeople, product developers, etc.) who might bring a different perspective to the discussion. And finally, make sure your new identity translates well both online and off. "It was important to maintain consistency across all media," Rural concludes, "so we kept print, web, and other possible formats in mind." One way to ensure a strong print-based presence for your new logo, icon, or color scheme is to involve a printing firm, like ours, early in the design process. As print professionals, we can help you choose colors that are attractive, cost-effective, and easy to reproduce, so you don't wind up spending more than you hoped to for less-than-ideal results.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
In addition to establishing a consistent brand image across your business, a corporate style guide can ensure documents and other corporate imagery conform to corporate policy and remove the necessity to reinvent the wheel for new communications.
Whether you create a style guide for marketing materials, websites, newsletters, or external communications, here are a few tips to consider:
Include an introduction and background of your business (consider offering a timeline of historical events, mission statement, etc.).
Provide examples of how your brand is used (provide images from business cards, print documents, newsletters, e-mail signatures, website, etc.).
Define acceptable deviations and abbreviations of your company name (for example, Polar Professionals, Polar Professionals, Inc., PPI, and Polar), as well as a list of taglines and slogans.
Identify corporate colors, typefaces, and logo standards (such as guidelines using a partial logo or a black and white logo vs. color).
Address professional and departmental titles (John Doe, PE vs. John Doe or "Department of Art and Design" vs. "Art Department").
Define a consistent way to write day-to-day words such as e-mail vs. email, website vs. web site, etc.
Check out the following link for a great example of a corporate style guide: (www.easy.com/PDFs/easyGroup_Brand_Manual.pdf)
And for help creating and printing a style guide that professionally portrays your business, stop by today.
___________________________
Joe Gass @ Heritage Printing & Graphics
5900 Harris Technology Blvd, Suite G, Charlotte, North Carolina 28269 * 704-551-0700    www.heritageprintingcharlotte.com
 22725 Washington Street, Leonardtown, Maryland 20650 *               301-475-1700 * www.heritageprinting.com
 Veteran Owned and OperatedWide Format - Signs, Banners & Banner Stands, Displays, Posters, Wall and Window Graphics, Vehicle and Floor Graphics, Backlit Signs, Retail Point of Purchase, End Caps and Toppers, On-Site Installation, Kit Packing and Fulfillment
Offset and Digital - Newsletters, Magazines, Publications, Catalogs, Conference and Meeting Materials, Brochures, Rack Cards, Presentation Folders and Direct Mail
Imagine you are in an elevator at a business conference and a stranger notices your name tag and asks, "What do you guys do?" You only have a few seconds to make a powerful mini-presentation before the doors open.
By preparing an "elevator speech," you not only have the opportunity to make a great first impression, but also demonstrate your professionalism and position yourself as an expert in your field in just a few words. An elevator speech should last no longer than the average elevator ride and offer unique highlights of what your company does and the solutions you offer.
Here are a few tips for creating an effective elevator speech:
Pique interest and feature highlights that set your company apart.
Talk about topics of most interest to your listener, focusing on what your service can do for them.
Avoid slang and industry jargon that your listener may not understand.
Motivate listeners to take action by showing your passion for the topic.
Develop different versions for different situations and audiences.
Keep it fresh. Update your speech as your business grows and changes.
Donâ??t be afraid to leave your elevator speech as a voice mail message on cold calls.
Remember practice makes perfect. Ask others for feedback on how to improve your speech. Consider joining a group such as Toastmasters to boost your confidence.
Always end with an action request, such as asking for a business card or follow-up meeting.
Print materials such as business cards, brochures, and fact sheets are a great way to back-up your elevator speech and be remembered. Stop by today for help creating professional marketing materials that help do the talking for you.
Joe Gass @ Heritage Printing & Graphics
5900 Harris Technology Blvd, Suite G, Charlotte, North Carolina 28269 * 704-551-0700    www.heritageprintingcharlotte.com
 22725 Washington Street, Leonardtown, Maryland 20650 *               301-475-1700 * www.heritageprinting.com
 Veteran Owned and OperatedWide Format - Signs, Banners & Banner Stands, Displays, Posters, Wall and Window Graphics, Vehicle and Floor Graphics, Backlit Signs, Retail Point of Purchase, End Caps and Toppers, On-Site Installation, Kit Packing and Fulfillment
Offset and Digital - Newsletters, Magazines, Publications, Catalogs, Conference and Meeting Materials, Brochures, Rack Cards, Presentation Folders and Direct Mail
Being first to market is no guarantee you'll succeed. The business annals are littered with tales of cutting-edge companies that eventually lost out to newcomers who built a better mousetrap that redefined the game.
Google is a great case in point. By 1998, when Google burst on the scene, search engines and directories such as Yahoo!, AltaVista, Excite, Lycos, and AskJeeves were already firmly entrenched. Many people wondered why a new search engine was even necessary.
Then they tried Google. Using a proprietary algorithm to generate its search results, Google quickly gained a foothold and the loyalty of users frustrated by the other brands. Word spread, Google's popularity grew, and the rest, as they say, is history.
Today, Google powers more than two-thirds of all U.S. searches, according to the latest data from Experian Hitwise (February 2011). Yahoo! Search accounts for just a 15% market share, and many of the other search providers in existence when Google began have gone the way of the dinosaur.
Sure, many factors went into the success of Google as a brand, and Internet search is now just a part of what the company does.
But, generally speaking, what are some basic lessons we can all learn from Google and other Johnny-come-latelies who now dominate their fields (Facebook vs. MySpace, anyone)? Lots of things, really, but three really stick out in my mind....
1. Don't underestimate the competition.
2. Don't rest on your laurels.
3. Don't ignore the ever-evolving needs of your customers.
That's pretty sage advice for any company, no matter how big or small you might be.
22725 Washington Street, Leonardtown, Maryland  20650 *     301-475-1700     * www.heritageprinting.com
Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
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Have you ever gone shopping and saw something that caught your eye, but because there was no price tag you assumed it was too expensive? Many people may feel the same way about your products and services if your prices aren't available.
When you hide or avoid prices, it becomes the first thing people start to think about. While price doesn't have to be the first thing mentioned on your marketing materials or products, it should be available, and not in a tiny, unreadable font.
Here are a few tips to avoid making potential customers (and dollars) run away:
Use price to show quality. Higher prices can create higher perceived value if your products or services live up to their price tag.
Offer a price range. While individual prices may vary, promoting "products range from $500 to $50" can often make prospects interested in finding out more.
Use price as a filter. Displaying a high price may help you filter the prospects who are truly interested in your products or services from those who are just curious how the price compares.
Include the original value on discounted merchandise to increase perceived value and savings.
Show confidence by listing prices. This upfront approach will also be appreciated by potential shoppers.
Look to us for help creating marketing materials that portray the true value of your products and services.
Joe Gass @ Heritage Printing & Graphics
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Â
Have you ever gone shopping and saw something that caught your eye, but because there was no price tag you assumed it was too expensive? Many people may feel the same way about your products and services if your prices aren't available.
When you hide or avoid prices, it becomes the first thing people start to think about. While price doesn't have to be the first thing mentioned on your marketing materials or products, it should be available, and not in a tiny, unreadable font.
Here are a few tips to avoid making potential customers (and dollars) run away:
