Why Design Matters in a Slow EconomyWritten by Eileen Parzek
Ask any business expert what really matters during times of economic instability and they will say that continuing to market your business is critical. Yet, in business, matters of creativity and design are often seen as something nice to have if you can afford it, but easily cut during uncertain financial times. Historically, when money is low, it is arts and artists who feel it first. Existing businesses are struggling more, and people are losing jobs and going out on their own in droves, making competition fiercer than ever. How can they stand out and be seen - if not by good design, marketing and advertising? Online or off, good design gives credibility, visibility and consistency. It can even make economic sense, if approached strategically. We all have heard adage that a picture is worth a thousand words. When a business is seeking higher visibility, it is often projected image that makes them memorable, hopefully in a good way. If you're competing with other companies selling same service or product, there a many things you could do set yourself apart - but FIRST you have to get customer's attention. On first impression, only differentiation between you and your competition may be your branding and image. And that is achieved with graphic design. Good design leads to communications consistency. Studies indicate that a prospect must hear of or see your business numerous times before it will spring to mind unbidden. Having a consistent and memorable message and image can help accelerate recognition and therefore, speed up branding process. Imagine you are at a seminar listening to a dynamic speaker and you ask him to send you further information about his company. When packager arrives, you are surprised to discover information is barely readable, colors clash enough to make your eyes ache, and there is a good chance charts were done by a five year old. You will probably overlook it because you met this gentleman, and you already know he knows his stuff. But if you received this marketing collateral before meeting and hearing him present, it is likely you would question consultant's credibility and professionalism.
| | Tailor Your Story and Make NewsWritten by Rusty Cawley
There are only two times to write a press release.The first is when your story is so big that your only real problem is finding a room large enough to hold all reporters who want to attend your press conference. The other is when your news is so small that it warrants only briefest mention. The first instance is rare and is generally reserved for large-cap public companies. Microsoft announces that Bill Gates is stepping down as CEO. Coca-Cola announces a settlement in a yearlong racial discrimination suit. Ford announces it is recalling thousands of Explorers to replace their Firestone tires. These are examples of when a press release is right choice. The second instance is fairly common and is found in organizations of all kinds: public, private, governmental and not-for-profit. Your organization names a new vice president. Your company announces its second-quarter profits. Such news is condensed into a release and distributed to local newspapers and trade magazines, usually with solid results. But all too often a CEO expects mainstream media and trade press to jump on a story that simply has no obvious news value. A prominent restaurant chain opens its second location in a major city. The first location got great coverage; second should get even more, right? Wrong. There’s no obvious news value to a second location. Send that as a press release to media, and your story will line garbage cans throughout your town.
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