January 10, 2003 - Premier Issue

A free publication of NYDesign.com

Download site: www.nydesign.com/marketing.pdf

magazine

MarketingMarketingDistinguishing Your Business from the Competition - Compelling PitchesDistinguishing Your Business from the Competition - Compelling Pitches

F

Defining AWebStrategy

4Stepsto

BETTERUSINESS

4Stepsto

BETTERUSINESS

For any marketing campaign to succeed, the following concerns must be addressed andexecuted with style and distinction:

1. Define your audience, and your message.Are you speaking their language? Effective design requires more than just great imagery. Acompelling, clear and succinct message must reach your prospects. A marketing firm must learn the desires, preferences, and concerns of your target audience. They must then develop mission statements and tag lines which define your message to achieve the greatest appeal. Understanding your audience and delivering on your concerns is the first step to any successful campaign. You must get your message across.

2. Creating an Identity. What distinguishes you from your competitors? Understanding your business objectives, marketers must customize visuals to deliver your message. As your identity is designed, marketers must concentrate on creating a corporate image which is highly distinctive - utilizing original illustrations and typefaces. The goal is to develop visual materials which position

you as an

industry leader. Prospects want to do business with a winner. Their estimation of your professionalism is greatly due to the sophistication of your corporate identity. This image must present your firm as confident, and reliable. You can be working from your garage, but if your prospects are presented with a polished business image, you will earn their trust, and secure their business.

3. Are you perceived as THE company for your product or service? The "Hellmann's Rule."

Ask anyone what mayonnaise they buy. 9 out of 10 times you'll hear "Hellmann's". Why? Because their identity is unique and unchanged, and they promote their "quality", thereby engendering trustin their products. NYDesign.com carefully coordinates print and web promotional materials with consistent colors, proprietary image themes, logo design, and a trustworthy message for your firm. A cohesive and consistent business image promotes familiarity, which in turn fosters trustand respect. And almost nothing sparks loyal business more than that.

4. Don't be a "one project firm"- Repeat Performances.

When follow up materials or repeat advertisements reach your

prospects, your company will make more of an impact, and your prospect will be more likely to retain you again and again. The more you place yourself in front of your prospects, the better chance you have to secure their business. Get them used to seeing you, and they'll forget about the competition. Pitching new clients can be tough. However, if you take the time to give your identity, materials and websites a professional image, clients will be knocking o n your door. Not the other way around.

marshall gisserCEO, NYDesign.com

W2 Marketing - January 10, 2003 - Premier Issue

4Stepsto

BETTERUSINESS

4Stepsto

BETTERUSINESS

4

Brand Identity: Reiterate your logo in more than one location on your site, and a different sizes. Prospects sense a feeling that you are established when they see your logo repeatedly. Create a strong tag line which positions you as confident. Give yourself an attitude.

Navigation: Leading visitors to their desired content is essential for generating sales. If they can't find what they're looking for, you lose sales. By color coding subsections on your website - you build a strong and clear identity for each product and service, enabling a quick and intuitive reference. Unique content should be emphasized in hierarchal order of import. Visual cues to be used include link size, color, contrast, page location, and font treatment. Links must be grouped by relevance.

Identification: Show representative images of your consumer on your web pages. This builds identification with your visitors. Images of people on a website are by far an effective tool for generating longer visits. This imagery engenders a feeling of belonging, and an understanding of their needs.

Content Targeting: Drive visitors towards your most profitable content areas. Do this by using larger type for those headings with graphics, in an uncluttered layout.

Embellish/ Synchronize Media: Unify all print/TV campaigns with your website to deliver one message, with identical graphics and layouts. Confusing your audience means a less identifiable image of your firm - and less sales.

Retain Customers -Attract New Ones: Encourage and reassure visitors that your firm is THE company to turn to. Spell this out clearly, and link it on the home page.

Distinguish Yourself: Word your copy positioning your firm as distinct and superior to your competition. Do this in real and valuable ways that mean something to your prospect. Instead of describing your services, talk about the benefits to the consumer. That is their mindset, and you must address this to satisfy their concerns, and earn their trust. Remember, "trust" means sales. Surmise messages of each

page in call outs, headlines, etc. Talk in terms of visitor's needs/wants, i.e., instead of "We've got the lowest prices", say, "Spend less, get more". Talk about customers' wishes, both during and subsequent to the buying process. Include a model, "Sally saved $55.00" . This drives the point home.

Spread the Word: With a modest graphic or text link, suggest to your visitors to email a friend about your site.

Grow Projects: For service-oriented firms, display all your abilities relevant to your central focus. Do this in a simple bullet list where each heading links to a more detailed description. More services offered display you as more capable, and invite requests for additional business.

React Quickly: Address your received emails within a day or two at most. If prospects feel they are being heard, this creates a reliable positioning of your firm, and drives sales.

Stay Updated: Insure that your web team is well read on the latest web techniques, applications, and technology, and is always one step ahead.

Font Treatments: Create font styling fitting for audience and standardize throughout site. Consistent imagery and font usage bolsters your identity, and makes you memorable. Prospects won't always need your services when you advertise, but if they can remember you through visual cues, then they can call you.

Seals of Approval: Consumers are affected by authoritative seals, so display testimonials,

awards, and approvals which can secure their trust.

Add Life: As most browsers now come with Flash readers, it's time to lose the stale, static feel most sites display, and incorporate strategic animations - keeping download time quick. Use a Flash option at your site entrance.

Repeat Visits: Offer a free consumer web page and email as added value. Post useful info and links. Printable coupons are a great method of giving a visitor something real "now".

CO-OP Marketing: Create reciprocal links with complimentary vendors. Offer free samples - where applicable.

Site Speed: Make sure your site downloads quickly on the slowest connections, and test all browsers. Use low file sizes for graphics, andeliminate coding which takes too long to load. Fancy menus are useless if visitors leave your slow site.

Enjoyable to View: Create open-architectured pages with a consistent color palette, and three typefaces at most. Simplicity enables easier navigation, and a more enjoyable user experience. This will keep visitors at your site longer, and encourage repeat visits.

Test Your Site: After you have created your site, test for bugs and glitches, on bothplatforms, and on both browsers. To launch insure your site gets found, code meta-headings and site content with key words, and submit to major search engines. Best of success!

D

Web Strategiesmarshall gisser

3 Marketing - January 10, 2003 - Premier Issue

A website won't generate sales without key elements. Take the following into consideration to capitalize on your investment: