To have the tongue of the pros in printing is indispensable to understand what they are trying to convey. Another reason is for you to take advantage of the printing techniques, materials and everything that concerns printing. Are you a person who often runs out of words when talking to the prepress staff or a printer representative? Do you always search for the right words? Well, you can do something about it by improving your printing vocabulary and speak the lingo. To help you begin, here are the critical terms in both prepress and printer: Prepress terms: Bleed - the amount of spare space necessary when ink runs of the page edge. Finished size – refers to the final size of the print item after it has been folded, trimmed and ready for distribution. Line Screen – refers to the number of rows of dots per inch. Lineup – includes all images that must line up together once the piece is folded or collated. This includes images from all the pages. Page Count – the number of pages in a book once folded and bound. A sheet, for instance, can make two pages when folded. Plus Cover – when another material for the cover is used other than the material in the inside pages. Process – this is otherwise known as CMYK or full color printing. The printing process where cyan, magenta, yellow and black are used to formulate other colors. Self cover - when same material in the inner pages is used as cover. Portable Printer terms: Inkjet printer – this kind of printer sprays tiny droplets of ink to form images. Resolution – is the level of detail printable by a printer. The level can be indicated by dots per inch (dpi). Thermal printing – is a printing technology that utilizes heat to print. In this technology, ink and ribbons are dispensed with. Thermal transfer – is a printing technique that utilizes heat to transfer texts and images from a ribbon. Fusion printing is the other term for thermal transfer printing. It does not necessitate special paper. Understanding printing terms is important in order to get or convey accurate details of the printing job including the materials and price. Lack of it may cost you a lot. It may mean waste of effort, time and money.
Advertising involves a lot of analysis. It is an analysis of the good points of what you have to offer. You need to analyze your offerings carefully, bring to light all the good points and let the full glare of advertising shine upon them. A good advertising writer is like a sponge. He absorbs every idea within reach and if he does not use the ideas and suggestions the moment they come in, they are absorb in his mind to be later pulled out when required. Most promotional materials out there are poorly visualized and as a result they are not able to market the products or services successfully. If a promotional material in a crowded marketplace lacks a strong motivational message it becomes a costly mistake to the business. But if you are able to put together a good advertisement you are way ahead of the game. So let’s say you need to create a good poster to showcase your latest shoe collection. Before you create the poster you should first have a mental picture of the space you are to fill. Fill the space right, with neither too many words nor too little. Be a reporter first and an editor afterwards. As a reporter, get all your best thoughts on paper and as an editor, polish, elaborate and trim until your ad is perfect. For a poster to be effective, it should be able to attract attention. And that means having a provoking headline and visual element. It should also appeal to your prospects interest. Keep in mind that a poster that tells the readers how they will benefit from your product or service keeps their interest. In addition, it should communicate your company’s advantage. Why should the readers pick your products or services over the others? Most importantly, the poster should stimulate your readers to take action. This is usually accomplished by giving offers such as free trial, a discount or a bonus. Remember, your poster should do more than just bring you customers. It should bring you more profitable customers. Likewise, it should make your business stronger, smarter and better able to compete. So, be honest, be natural and be sincere in your poster advertisement. If you are able to be these in your ad, chances are you will better be able to motivate your prospects to contact you.
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In a sense, the entrance to SFGT is a window into the person who leads the company, Dudley Fitzpatrick, CEO. Open the big front door of the old town house on Walnut Street and the first thing you notice is three old stone steps. Couldn't they afford new steps? Then you see the second door. It's all glass and through it you see the modern reception room, the classic furniture, the attractive receptionist and the small oriental rug in the center of the beautiful wood floor. "I get it," you think to yourself. When you meet Dudley and chat with him, you really get it. He's a traditionalist, like the steps and the beams on the ceiling. He's confident and assertive, like the stately furniture and the offices themselves. He's tasteful, like the oriental rug and like the conference room on the fifth floor. You go there for the interview after a trip on the modern elevator. And Dudley's a trip. This is a man who knows where he's going, who wants to do it the right way, who has strong feelings about his beloved business. Notice that I didn't say "his beloved advertising business." He has different views about that way of looking at the business of marketing and advertising. Life and career are quite different than he would have anticipated when he graduated from Miami University in Ohio. He got a degree in Mass Communication even though he says he went there primarily "to play hockey." While there, he discovered that "movies were more fun" and decided that he would like to write movies. Off to New York, he "bummed around for over two years" trying to connect in the film business and finally had to get a steady job. He decided to settle for "30 second movies" and he landed a job in the creative department of one of New York's biggest agencies, now known as Ammirati Puris Lintas. There, he worked exclusively on television and participated in network spots for Heineken, Diet Coke, Lysol and Mennen. The agency was account-service dominated which influenced his firm belief that "strategy and creative are really the same thing." That is an idea which continues to drive his work and the agency's intentions. While in New York, he was recruited to a Los Angeles agency, Dancer Fitzgerald-Sample. He took the job and became their youngest ever vice president but he admits that he probably took it because making movies still had some intrigue for him. At D-F, he worked on their efforts to get accounts to supplement their Toyota business. The agency landed Pioneer Electronics which became one of his proudest successes. His campaign, "Catch The Spirit of a True Pioneer," led Pioneer to great success. Dudley created and produced the first music-video commercial in the industry for his client, Pioneer. It was a takeoff on West Side Story. Because it reflected the social realities of that era, it was selected to be part of the permanent collection of the Smithsonian's Cultural Mores Section. Both Dudley and his wife, Tanice, were raised in New Jersey. They live there now, in Pennington, with their three children: Aubrey, Drew and Tess. The two older children go to The Lawrenceville School, Dudley's alma mater. The proximity to New Jersey was one of the reasons he responded to an opportunity at Lewis Gilman and Kynett (now Tierney Communications.) He was very impressed by the quality of LG&K's work. As vice president and group creative director, he participated in what he calls their "glory years" but was one of the victims of one of their many top management changes. He and a good friend at LGK, Bob Schell, were both let go with quite limited severance. Fortuitously, they were contacted by Herr's Potato Chips which offered them the account if they wanted to start an agency. That was in 1992, the beginning of what is now SFGT. Herr's was with them for 12 productive years. Today, the agency has 30 people and serves eight accounts. Interestingly, two of their accounts, Tylenol and Sunoco, are deeply involved in NASCAR racing. Dudley feels that their work with NASCAR is one example of why he prefers not to be thought of as a traditional advertising agency. He insists that the agencies which rely primarily on "advertising" for success are on the wrong track. His vision calls for an agency which is deeply involved in all aspects of a client's marketing communications activities. For SFGT's clients, NACAR is one (important) ingredient in all-inclusive programs for the clients' core consumer markets, for clients' public relations focus and for clients' employee pride. When asked about the account he is most proud of, he winces and reminds me that he's proud of every account. Prodded, he volunteers that he is particularly proud of the work SFGT did for the opening of the Constitution Center. His feelings of patriotism seem to be reflected in the positioning they created for the Center, "The Freedom To Be You. It All Starts With The Constitution." Oddly, he says that the "dumbest" and the "smartest" things he ever did in business are actually the same thing. "The smartest thing I ever did was to surround myself with my two partners: Sarah Lenhard, Managing Director and head of Account Service and Dan Reeves, Managing Director and Executive Creative Director." The dumbest thing? "Not bringing them on board sooner." That supports his conviction that the toughest part of the ad business is finding, hiring, nurturing and growing with good people. He worries about that because he finds it difficult to find candidates with outstanding talent, valuable experience and a good cultural fit. He also worries about the possibility that good clients may be losing confidence in agencies. He says, "Agencies have to be emotionally able to have complete confidence in themselves in order to be secure enough to warrant meaningful collaboration from clients and in order to provide optimal service." Dudley Fitzpatrick is confident. It's apparent. Think about the old stone steps leading into the agency. Sure, they could afford something new but "old" has character and character is what he wants to project. It's apparent when you take the elevator to the spiffy conference room on the fifth floor. That's another, positive message to visitors. It's apparent when you hear his straight forward answers to direct questions. Yes, Dudley Fitzpatrick is confident about his agency, about his vision of the business he's in and about himself.
When you spend time with Mary Stengel Austen, you come away with one feeling. "That woman is affable." After thinking it over, you might find other words which describe her: smart, realistic, enthusiastic, tough minded, determined, articulate, strategic, focused. But you'll always include affable in your memory of her because that's what she is. Perhaps she has to be that way because of the two most significant challenges in her life: managing five small children and managing one of the largest ad agencies in this part of the country, Tierney Communications. Affable is good, perhaps necessary. Having grown up in this area, she then graduated from Lafayette College and was directed to a job in sales for age copier company. Quickly convinced that she was not made for a direct sales role, she found her way into the former Spiro agency and found the career that challenged her, enthused her and excited her. Obviously, she loved what she did and, after a few other steps forward, she still loves what she does as president and CEO of Tierney and its 135 employees. Mary sees great opportunity for the advertising business but she insists that success will come to those who understand that it's a "time for new reality." That's her way to acknowledge and respect change which is happening faster and faster. She believes that agencies must adapt more quickly to market changes, technology changes and even to the changing expectations of employees. More than ever before, she hopes that Tierney is understanding and respecting clients' perceptions of their own needs which often change with the speed of light. Her concerns for the overall health of the agency business are partially based on the pressures clients feel in these changing times. It's not a new thought that solid relationships with clients are vital for ad agencies. However, those relationships are harder and harder to develop because of the pressures of time and the pressures of the bottom line. However, she says the key to a superb client relationship is no different today than it was ten years ago. Just remember that "It's not about you, it's about your client." Good advice. When pressed, she has some advice for clients, too. Directed to clients in just a few words, the "wisdom" of Mary Stengel Austen is simple to state. She would ask them to be careful about articulating the business plan and the marketing objectives to the agency. She would urge them to have realistic expectations about their marketing/advertising efforts. She would hope for an open, honest working relationship with the agency and a consistent viewpoint about image, brand and sales. She also fully understands that clients have their own pressures and sometimes are forced to abandon well thought out plans. A consistent lesson has guided her in her home life, in college and in her career. She has learned the importance of being able to multi-task. She says that learning to "juggle" has helped her in her career and in her role as a Mother. According to her, "Kids and clients have helped me to learn how to prioritize and have forced me to remain focused." She further explains, "Both clients and children need to feel as if they are the most important thing in your world." In these two separate situations, they are, so it's working out quite well for Mary, for Tierney and for her family. Predictably, her hopes for her own career cover a broad spectrum of topics. When she thinks about her life in ten years, she first mentions her family and its importance. Then she talks about continuing to enjoy her work, about continuing to learn and grow and continuing to do the things she does best. She is quite comfortable and enjoys managing good people and hopes to continue that function. She also wants as much strategic involvement as possible, both in her own operation and in the operations of clients. She gives an interesting example. When a client crisis occurs, she hopes to contribute to the strategy/solution and to "Slow things down when others are compelled to speed things up." She seems calm and, apparently, is convinced that calm and smart is better than frenzied and active without a good plan. Mary Stengel Austen is even more than a busy, successful executive at Tierney and a busy, effective family woman. She is also a committed supporter of the community, serving on many boards including the Please Touch Museum, Bryn Mawr Rehab Hospital, Maternity Care Coalition, Philadelphia Ad Club, Lafayette College Advisory Council and as Chairperson of the Pennsylvania Economy League. She lives in Radnor with her husband, Peter, who is an Insurance Broker and her five children: Thomas(8), Andrew (7), Christopher (6), John (4) and Sally (2). Affable? Yes. Successful? Yes. A nice combination!
After ten minutes with Ed Tettemer in the offices of the agency he founded with partner, Steve Red, you begin to understand the agency's passion for excellence. After an hour with Ed, you begin to understand the intensity of his personal passion. You begin to understand it but I have a feeling that, even after days and days of exposure to him, you probably wouldn't get the whole picture. "Passion," the word, may seem descriptive of a complicated set of feelings and opinions. Oddly, in thinking about Ed Tettemer's passion for his agency and its clients, it seems rather simple. It's just that he wants everything to be excellent: excellent clients, excellent co-workers, excellent marketing solutions, excellent creative executions, excellent everything. "Where'd you go to college, Ed?" (A question most interviewers ask without expecting surprises in the response.) "Never went to college. Dropped out of high school and never looked back. Got my college degree at the Elkman agency and my graduate degree at Earle Palmer Brown." Maybe it's best to start at the beginning. Ed was born and raised and was "scared of the city," living in a rather parochial environment. His Father was a sheriff in Bucks County and his Mother worked as a secretary in the office of the small township where they lived. Theirs was a simple life, a good life in a small town atmosphere. He and his Dad fished a lot and they ate what they caught. The vegetables on their table came from their garden except for the mushrooms they harvested after heavy rains. It seemed to be an uncomplicated existence far from the pressures and tensions of traditional business, especially the advertising business. Dad was pretty much occupied with his job and the politics of the community. Mom was more influential on the lives of Ed and his older brother. Neither parent made strong suggestions about what Ed and his brother did to prepare them for a career. They were good people and Mom, especially, influenced the way Ed has turned out. She was passionate about music and books. Ed is, too. She preached, "Keep your eyes and ears open." Ed tries to do that. All she wanted for her children was for them to be happy and she didn't try to control their every move. Today, Ed appreciates that. His childhood was a happy one. He liked to fish. He played a lot of baseball. He was a fairly typical American kid. Then, when he was in high school, there was a dramatic change. It was called the Viet Nam War. Consistent with how many people felt at the time, his older brother took off for Canada to resist the war. That had severe, negative impact on life in peaceful Bucks County. Overnight, the Tettemer family became pariahs. Friends deserted them. The community changed its view of them. Church changed. Bad stuff! Clearly, that situation had a powerful influence on Ed's psyche. He dropped out of high school and spent over three years hitch hiking all over the country. He found ways to make enough money to do a lot of both savory and unsavory things. He was a confused young man wandering the country during confusing times. But he never lost touch with his Mother and Dad so, ultimately, he went home to Bucks County and found a job working as a glorified gopher for the Doylestown Intelligencer. He ran ads back and forth from the paper to its small, retail advertisers. He says, "I guess I was a junior account executive and didn't know it." He delivered ad proofs, started helping small stores with their ad copy and quickly learned how those small retailers did their newspaper advertising. During the year at the paper, he got to know and got to be friendly with many of his customers. He realized that most of them didn't have a lot of confidence in the help they were getting from the paper. He believed that he could help them do better advertising, advertising that actually worked and could be tracked. He doesn't know why he believed that but he believed it. He remembered Pete's Place in a rather nostalgic way. Pete's Place was a restaurant in Ottsville just north of Doylestown. Their ad always ran on the same page with other restaurants. All of the ads were the same size, were laid out in a conventional rectangle and had many of the same messages: good food, low prices, family atmosphere, etc. Pete's Place was pretty much the same as a lot of places in that part of the country. Except for one thing. Their logo and sign was a big wagon wheel. After Ed convinced them to try to look different, their next ad was designed to be round. It stood out nicely on the page with all the rectangles. Someone once said that good advertising should zig when the competition's zags. While Ed didn't refer to that specific quote during our interview, much of what he said about Pete's Place and about Red Tettemer's work seems to support that "Zig if they Zag"idea. Ed reflects, "I think I made six bucks on the work I did for Pete's." The result? He worked with mostly small retailers for four years and developed a keen understanding of how the retailer thinks and of what it takes to motivate consumers to respond to advertising and promotion. In his own words, "I guess I didn't really know what I was doing but I liked my clients, worked hard and made a decent living." Marriage followed as did a move into Center City where he, wife Lyn and daughter Jessie still live. His first job in the city was with the old Elkman Agency where he claims to have started "Knowing nothing." His boss, Creative Director Jim Block, promised to make him into a copy writer and further promised that he would like doing it. Jim did what he promised and Ed did like it. He had five productive years there but was always the junior writer. He needed more. Off to Becker/Kanter (now Panzano & Partners,) he soon learned the logic of focusing on vertical businesses. He was a senior creative director there working almost exclusively on shopping center advertising and promotion. The "vertical" idea had great influence on him in the early days of Red Tettemer when they spent most of their effort with cable TV and entertainment accounts. He was recruited to Earle Palmer Brown where three factors influenced his thinking and his behavior. First, Brian Meridith, then the head of creative at EPB, showed him how important it was to have a good idea at the beginning of creative execution. "What's the idea? What's the idea?" was hammered into his consciousness. Second, he formed a new perspective about "vertical." While it's valuable and, at times, necessary, to focus on specific industries, it's also valuable and stimulating to have a broader base. Today's Red Tettemer is definitely broad based and probably always will be. The third factor was, perhaps, the most important. In early 1992, Ed just didn't know what to do with his career and his growing, positive reputation. "I was disillusioned. I just didn't believe in the people I worked for." Fortunately, he was allowed to do some free lance work and frequently collaborated with Steve Red with whom he had a marvelous working relationship. He got a call from Steve about working with him on several large assignments. His copy, Steve's design skills and their ability to work together so effectively brought out his assertion, "I had the time of my life working with Steve." It took Ed three years to convince Steve to join with him to form Red Tettemer in 1996. They live by their mission statement, "Energize our clients and their businesses." Ed is proud when he reports that they try hard to make their clients' competitors envious. They've followed those convictions while moving from "vertical" client groups into more general accounts. Some of their recent acquisitions are SEPTA, University of Pennsylvania Health System and Hatfield Meats. Neither Ed nor Steve has much tolerance for the traditional approach used by many agencies. So, they've successfully created a fun environment. Their office space is designed in creative ways. The dйcor is imaginative but comfortable. There are surprises everywhere: a conference room with no conference table, eclectic art work all over the walls, small nooks and crannies with interesting appointments and two balconies which allow for panoramic views of the City. The physical experience of the offices is sure to be pleasant and entertaining for every age group: traditionalists as well as employees, whose average age is under thirty. What's the smartest business decision you ever made, Ed? Instantly, the response is, "Being in partnership with Steve Red. In fact, that may be my best life decision." How about your worst decision? "I waited too long to expand from our "vertical" focus. also, I think I've been too reclusive." (Maybe this article will help, Ed.) Fun for Ed? Trying to understand client needs and finding solutions. Cooking. Reading. Joining the fire company near his beach home. Remarking that he thinks he made his Mother and Father proud. Red Tettemer's annual retreat. Family. Many things. One more question, Ed. "What would you do with a couple of wishes?" Thoughtfully, he responds in a way that further demonstrates his passion. He says that he'd like to keep in closer touch with all of his employees, that he wishes he could reenergize the agency more frequently and that he'd like to take time to celebrate their good fortune more frequently. If life is dull, if you need a shot of passion in your life, if you'd enjoy being stimulated by the innards of an ad agency, if you respond to another person's motivation and, yes, passion, visit Red Tettemer. While you're there, try to spend a few minutes with Ed. As his Mother taught him, "Keep your eyes and ears open." You'll enjoy the visit.
Postcards have been consistently one of the more popular collectibles and used as promotional materials. More and more business owners are turning to color postcards as a good way of promoting their products and services. This is simply because postcards don’t have to be opened. It won’t get lumped in with all the mail envelopes that people usually toss without opening. Business owners can’t afford to make mistakes when it to comes to their promotional materials. They spend a considerable amount of money in it so they would want them to bring greater sales and profits to their business. Thus, if the postcard reveals a glossy, professional attractive picture, the recipient will likely look at the picture and turn it over to see who sent it. Then before putting it aside they might think of visiting your store on their next shopping spree. If you do not have an idea on how to design and create your own postcards asking the help of professional printers can help in creating attention-grabbing and effective postcards. These professionals have experience in advertising and printing so they can give advice on how to go about with your postcard printing. But what should you look for professional printers? First off, understand that reputable printers have time frames in completing their jobs. So ask the printer that you are considering how long it would take for them to finish your project. Have some guarantee from them about the work that will be carried out. Also, know the exact price that you will pay as often there are discounts for large print jobs. This can save you a lot of money so ask the print shop about this. Ask also for a sample of how the finished product will look like for your approval before the entire order is processed. Printing services are increasingly becoming more affordable these days. With new technologies used in printing, each print job costs cheaper as production volume increases. The speed of turnaround time has also increased with modern printing machines. Most printing companies can print hundreds and even thousands of pages every hour. Additionally, with the selection of printing techniques available today, whichever technology you use you will find that these printing services will meet your printing needs. It is just a matter of finding the right printing service for your print job. Thus, to create an arty promotional material for more effective business advertising, turning to the professionals is a good idea. If you want to earn more profits always remember your business purpose – that is to sell your goods and services. With your people-pleasing postcards, your prospects can easily be reminded of your store.
The cool thing about gifts is that you can receive them. For all my soapbox condemnations of the corrosive effects (albeit perhaps unintended) that advertising can have upon the community which it unfurls its ravenous hunger without prejudice, I have to say that I am really sort of into promotional advertising gifts. For a couple reasons. First off, I like getting things without cost much better than I do when I need to give money for them. For example, it was just last year that I bought three boxes of pens. Now, for me, I’m a big fan of pens, in fact my slight OCD makes me feel a little uncomfortable when I don’t have a pen on me. So, it’s important that I have an ample supply at my house. I can’t remember exactly, but I feel like I probably spent around twelve dollars for the three boxs. I’m not saying that I could take those twelve dollars, throw them on my bed, roll around on them al fresco and make a night of it; but, I am saying that I could appreciate the cash and maybe have a nice little lunch. So, if I didn’t have to spend the money, that’d be optimal. But, then I’m left penless, which is far from optimal. However, these two desires of mine need not be mutually exclusive. Each and every day there are probably tens of tens of places around town handing out pens as promotional advertising gifts. Some from the doctor, some from the bursar’s office at my university, others from a temporary stand getting people to register for credit cards and I’m starting to sit on a reasonable collection of pens. They’re out there. I just need to go get them. And to do that, I need only strap myself with generous amounts of tenacity and the will to collect. The other reason that I like promotional advertising gifts is, unusually, almost the exact opposite of the first. It starts out with the belief that everyone should do one good deed (at the very least) each day. One good deed that I see as important is to maintain the cleanliness of our fair city (or whichever one you find yourself in). One way to keep a city free from environmental degradation is to throw away trash. So, one way that I know that I can always satisfy my daily good deed is to make sure garbage gets into a garbage can. Therefore, I also like promotional advertising gifts, because I can take them right out of the hands of the friendly distributor and walk my poster, magnate, paper visor or whatever and put it right into the trash. Everyone wins. It will be clear to you if you talk to me for just a quick little chit-chat that I have some reservations about advertising in general. But between these two great aspects of promotional advertising gifts, it becomes clear to me that truly every cloud has a silver lining.
When I was just starting 6th grade I got my first job. Paperboy! Boy, was I excited. At that time I had spent a lot of time actually playing the video game Paperboy, so I knew I had what it took to get the job done. But, its just not that easy. The StarTribune doesn’t just hand out the responsibility of informing their community’s citizenry on a daily basis to just any fool that says they’d like a shot at paper delivery greatness. Nope, I had to interview for this job. And I tell you, I was magnificent, so much so that, as you know, I got the position. Upon completion of the interview the gentleman that was to give me my first opportunity at financial freedom stood up from my dining room table, walked to the front door and with a smile and a handshake, was off into the darkness. Moments later, I noticed that the kindly gentleman had accidentally left his pen. It was beautiful, embossed with the StarTribune logo and all. I grabbed it and ran to the front door, but he was gone. It was at that moment that I received my first lesson in advertising specialties. Certainly at that point I was not a potential client for the Strib, but promotional advertising specialties are not just about making a sale. Logo distribution and brand recognition are an integral component to building a company and its client base. So, just to get the promotional product out there and off the shelf is an important part of the overall goal. I think that I lost the pen sometime that week, but I’ll never forget the lesson of promotional advertising specialties that I learned from the man that gave me my first god-awful, thankless job.
Pens are used by almost everybody, from students, professionals, housewives, company executives and virtually in any type of job. Therefore making a promotional pen that contains the company logo, a product name, a company design and any marketing idea that a company wants the public to see is definitely effective. It reminds your customer of your company each time the pen is used. Promotional pens could be used as low-cost promo at the point of sale or as a better-quality promo pen a consumer will keep and use everyday. Promotional pens are perfect giveaways for corporate events, launchings, tradeshows, exhibits and other marketing activities. The business of making promotional pens is very challenging. It should answer the very question a prospective client will ask you. “Why would we choose your company to make promotional pens for us?” or “What makes you different from others who are also into promotional pen business?” Likewise, if you are part of a company that is looking for potential suppliers of promotional pens, you should be very careful in choosing one. The goal should always be to develop a promotional pen that will meet or even exceed the client’s expectations. Here are some tips that draw a line between a promotional pen that brings more profits to a company and a promotional pen that could lose sales for the company. 1. Quality The promotional pen that you create can make or break a company. When your pen breaks easily and loses ink easily, that reflects the quality of products or services of the company it represents. The product development of these pens should make use of state-of-the-art technologies. It should have a quality control system that assures that there will be no promotional pen below quality standard that should be delivered to a client. The quality and quantity of the pen produced always depends on the budget allotted by a client. A supplier should always give the clients the best for what suits their budget. 2. Planning Making a promotional pen should be carefully planned. This includes precisely knowing what the needs of the clients are and defining a product that meets those needs. You should know the target market of the promotional pens. If these pens are for students, you can make them useful by adding red, blue and black ink buttons in each pen. Are these promotional pens for a company’s sales force? Then, the pen should reflect the company logo, colors and should reflect elegance and class to impress the company’s clients. There should be constant communication and monitoring throughout the planning process between the company and the client. Client Needs Adaptation to constant changes in clients’ needs should be very important. A promotional pen company should continually look for new designs and features that marketing companies are looking for. It should be a never ending process to improve your product. Product Manufacturing Workers are a key part of production. Every order is a custom order, therefore the employees should be very much aware of their personal responsibility for product quality and take pride in producing them. There should be constant productivity and quality trainings to maximize the skills of the workers and the potential of the company’s equipments and resources. The morale of workers should be high to reflect high quality products. There should be an effective mode and system of communication between the management and the workers to address various problems of the workers. Types of products A potential client will always be impressed if you can offer a wide variety of pens. Examples of which are: Ball point pens, Biodegradable Pens, Executive Pens, Fibre Tip Pens, Fineliner Pens, Fisher Space Pens, Fountain Pens, Gel Pens, Laser Pens, Mechanical Pencils, Multi Function Pens, Pen Sets, Pen and Pencil Sets, Pen Refills, Recycled Pens, Retractable Pens, Security Pens, Souvenir Pens, Stationery Pens, Twist Action Pens, and lots more. Product Improvement In making custom-made promotional pens, research and development is vital in making a company better than the competitors. There should always be new features, techniques, innovations that you can offer a client. New design, a different color, shape, engraving or even a special type of ink can easily give your company a client’s nod of approval. Integrity and Professionalism Two of the most important traits in any business relationship are integrity and professionalism. You should always keep your word to a client and be prompt in their deadlines. Make sure you deliver what they want and when they want it. The key to marketing your promotional pen business is to make your customer happy and for sure your endeavor will be a success.
PROLINEPROMO PROLINEPROMO Print advertising vs. Promotional Product advertising has many different characteristics. PRINT ADS will only carry the life of the ad and are not considered effective advertising. Only effective on a repetitive basis. We have made a comparison of the 2 different types of advertising to attract customers for your business. Take a careful look. PROMOTIONAL PRODUCTS PRINT ADVERTISING. Very effective per cost Not very cost effective. The bigger the ad the more it costs Average life of a product is 6-12 months or longer Average life of an ad is only the time its run. Constant advertising always front of your customer Customers only see it once. Small ads are ineffective. Product may be past to another customer Customer most likely won't pass on a print ad. Customers need to see you an average of 7 times Customers only see it once Average life of a product is 6-12 months or longer There is no life to a print ad. Advertising can actually multiply Print advertising doesn't create a multiplying effect Helps customers customize there ad campaigns You can only customize to the extend of a piece of paper Connects your customers to a unique memorable way. Not very unique. Only unique stated with words A greater selection of advertising forms Not a wide selection. Different paper different sizes and colors Convenience of your info in front of your customers Business cards are only convenient form then get tossed away millions of advertising products to choose from. Very limited to what you can put on paper. With 1000 product you can reach 1000 customers Very expensive for multiple advertising ads, poor retention Now you can't really argue these points. They are fact… Do you want to spend hundreds of dollars that are run once and then thrown away. Most people are not going to cut your print ad out and then carry it with them all day, pull it out and look at it 3-5 times a day . With Promotional product they will do this. Your product will be used by them everyday. Thus your name is in front of them everyday. We have NO OVERHEAD. This allows us to pass those savings on to our customers!! If you are new to Promotional Product Advertising and are not sure what will work for you or your business. Please feel free to contact me. I will help you develop a strong promotional campaign at NO COST TO YOU> Richard A Kapsin 661-202-5990 PST fax 661-943-6429 President/CEO Proline Promotionals Palmdale California 93551 rb. international@yahoo prolinepromo
Copyright 2006 Joel Sussman Whether you're writing a marketing message to one person or a million, your chances of having an impact on them really takes off when you understand what makes them tick. You're then in a strong position to tailor your message directly to their interests, problems, needs, and aspirations. Easier said than done, but that's where market research, asking clients the right questions, personal observation, and marketing plans fit into the picture. A marketing plan, even an abbreviated one, can be an invaluable starting point in the development of an effective ad, commercial, promotional brochure, or sales letter. Doing an analysis of the Strengths, Weaknesses, Opportunities, and Threats (SWOT) associated with your business or the services you offer can serve as an excellent launching pad for writing persuasive advertising and sales messages. Laying the Groundwork In addition to a dash of writing talent and marketing knowledge, creating effective ads and letters require a clear focus. Knowing exactly what outcome you're aiming for before you begin writing is comparable to mapping out your travel route before embarking on a cross country drive. For example, if your goal is to generate leads or to qualify prospects, your strategy might be radically different than if you were trying to make immediate sales or simply attract visitors to your web site. Sell The Sizzle! (not the steak) The copywriting process tends to flow a lot more smoothly if you have in front of you three lists consisting of benefits, features, and competitive advantages. Organizing them on one page in a column format is the easiest, most efficient way to manage the information. F. Y.I.: There may seem to be a thin, if not invisible, line between "features" and "benefits", but understanding the distinction can make all the difference in your marketing success. Features are important and need to be mentioned, but benefits are the selling points that clients and prospects can relate to and identify with. Basically, benefits are features that have been personalized, elaborated on, and projected into the future. It answers the questions "What's in it for me?"..."Why should I care?"...or "How will my life be enhanced by buying your product or service?" Crafting the Message Catching people's attention and arousing interest can sometimes be as simple as incorporating your strongest selling point into the headline or the first sentence of your ad or letter. Several tried-and-proven headline devices for drawing people into your message include asking an intriguing question, making a thought-provoking statement, or beginning the headline with the words "How To". Headlines that convey a sense of urgency, contain a short testimonial of a satisfied client, or have the feel of a news announcement also have been shown to get people to stop and read. By the way, one of the most powerful and successful advertising headlines of all time, which was also the title of a best-selling book written in 1936, is "How to Win Friends and Influence People", by Dale Carnegie. The title/headline is filled with benefits, it contains the words "How To", and it speaks directly to everyone's strong desire to be well liked, to be in control of their lives, and to feel important. Another popular book Carnegie wrote tapped into that same formula. It's entitled "How to Stop Worrying and Start Living." Apparently, that double-barreled approach was especially effective for him. Many well-intended ads, brochures, and letters start out with a good head of steam, but peter out as they approach the moment of truth, namely: the call for action! If you don't make it 100% clear exactly what you want the prospect to do after hearing/seeing your message, and if you don't give them a compelling reason to do so, there's a good chance you'll lose them. As the acronym AIDA suggests, a response-producing ad or letter must first grab the Attention of the target audience, arouse Interest, trigger Desire, and then prompt Action. Without all four of those "cylinders" firing at the appropriate time, that delicate sequence of events could quickly come to a grinding halt.
When was the last time you took a long critical look at your business card? I'd bet you haven't really thought about it since you initially got them printed. Let's stop for just a moment and ask, what is the point of your business card? Is it to simply fill the wallets of prospective clients, or is it something that should be driving more sales to your business? I bet you answered in the latter. So what should your business card look like then? A few of the essential things it must contain: 1. What your company can do for the customer 2. What you personally do, if its not obvious from the business description 3. Your name, 4. Your best contact number (don't use a switchboard number, use your direct number and show your cell-phone number) 5. Your company's name I have listed the criteria for the business card in a particular order. Do you notice something strange? I have put the company's name last! Your business card should be a "mini" sales letter for your business. The card should have an attention grabbing headline, that will attract prospects like a magnet. Imagine if you where a plumber, your headline could read something like "Need a plumber, we are only 8 minutes away!" Don't you think it would grab someone's attention, especially if they desperately needed a plumber and were frantically looking around for your card, while standing knee deep in water from a leaking toilet. The last thing they want to do is try and remember what your company name is, so they can call you. Make sure you include a proper working telephone number, its amazing the number of cards I have received, that have a disconnected number on it. Include your cell-phone's number as well. Its will make getting hold of you even easier. Include your company name last.. Its the least important thing on your card. Just remember the old marketing saying " No-one is interested in your business, they are only interested in what you can do for them" So think about turning your business card into a sales magnet.. Maybe its time for a re-think and possibly a redesign of your existing business card. Remember, it should be your 'mini' salesman in a client's wallet. You want the card to keep reminding the client every time they see it, with what you do and what you can do for them.
The selection of the right marketing medium is often the most baffling question that businesses must confront. In order to generate greater sales the business must use the appropriate marketing materials with which to showcase the products. But after deciding on which advertising material to use, creating and designing the material is your next concern. It should be clean, crisp and professional looking. Consider this situation: when a stranger enters your place you consider his appearance at once. If he is well dressed, well groomed, easy in manner and conversation you are generally favorably impressed with him until you know him better to his credit or discredit. Same way with a poster. If it has a happy, healthy, well-fed appearance — if its content are convincing, bright and written by writers who understand their subjects, if its paper, typographical appearance and general get-up impress you favorably then it is a safe assumption that the poster has character, weight and circulation. You have read some posters that somehow fail to interest you. It lacks individuality, life and meaning. It fails to catch your attention rightly because it has a dull, negative, sullen influence. The matter of putting individuality in poster advertising is very important. Let’s say a salesman enters your office to talk about his goods. There may be nothing extraordinary in the man’s manner, conversation or appearance, but in such a short time he was able to fill your office with his individuality and when he left there is a large hole in the atmosphere which he just vacated. Another salesman enters with equally attractive products and prices but because of his lifeless, dull manner he failed to make an impression. For this reason, individuality is important in advertising as a whole, not only in your posters. Individuality is a comprehensive expression of one’s own self without fear or favor at all times and under all circumstances. In order to fill advertising or any other literature with individuality one must have the creative power in order to fill advertising or any other material with individuality. This creative power should be cultivated, and is absolutely necessary in preparing a good advertising copy. Even a small sparkle of individuality is enough to lift a single ad above every other ad in a paper, and when this is done a positive result is achieved. Keep in mind that oftentimes there is too little thought put into advertising. So, do some thinking on your own account—let some of the results of this thinking be boldly put in your advertising. Keep right at it, and in the course of events you will find it will pay you in hard cash besides giving you a pleasing fame as an advertiser whose ads are read and remembered, because they are above the ordinary.
Now let’s be honest, way too many people believe the Internet is a place to become rich very quickly without any effort or sweat. They think that once you publish a web site, that you have a home business. Please do not expect riches and results from an online business started with that thought approach. Home business owners giving up or suffocating are clear indications that they did not read this article. But there is good news, and the good news is that starting an online business is really worth every second if approached from the right angle and if you got what it takes to do it right. Imagine being your own boss as your first bonus, and then use your intelligence and motivation to make it work. The Time factor (lack of it) will always be a issue when creating your business, given the fact we all have jobs, families and all kind of distractions. But that easily solved. Manage your time dedicated to your business simply by using only the proven techniques, strategies, and today’s technology. Don’t go round the world for a shortcut. Can you imagine what it would be like to be able to sit down at your computer and find your home business already built in a box? All you have to do is activate it. On the internet you can use anything from content sites and article sites, and you can easily find ready to go e-books, all kinds of software, online business products and even complete web sites, ready to be activated by you to give you the opportunity to build a home business with. However, they don’t include the marketing techniques and strategies that any home business badly requires. Marketing is a broad business subject that encompasses a range of activities including advertising, public relations, sales, and promotions. Generally, you will find that people tend confuse sales with marketing, when in fact the two are quite different. Marketing is all about getting a product or service into the market, promoting it, influencing behavior, and encouraging sales turnover. Sales, quite distinctly, is the actual transaction of getting a product or service into the hands of your customers. As you can probably gather, neither can be successful without the other. With so many messages being propelled towards all of us these days, it is more critical than ever for a business to get their product noticed. This means marketers have evolved to being creative. Marketing is not an exact science and managers who know little about it are afraid that the marketing staff within their firm is often wasting valuable money. The truth is that marketing is an investment that always pays off; it just may come back in ways that are not necessarily measurable. So even though one campaign may bring moderate results, another will bring astonishing profits. Take a tour of sites like Profits Yesterday, Surefire Wealth, and Simpleology. Here you will find many ideas and solutions for your home business. But none will be successful overnight. Success will come to you, but it will take considerable amount of effort, motivation, and determination to achieve results. And it all starts with YOU and a great business idea. Do not under estimate your most valuable asset. The skill and knowledge you already have. Online Business takes passion and patience and the chances are that through your job got you many years of experience that you can easily share for profit. Get a copy of the book "Make Your Knowledge Sell", and see for yourself just how your knowledge can make lots of money. Many products and services which are killers for a home business are already out there and affiliate sales already exist. Take advantage of this by joining sites that sell content and ideas you can modify to suit your specific business needs. These days you can start your home based business in a few hours, but above most things, have a very good marketing plan before you start. Then use all information available on content sites and article sites to get the job done right. But my most valuable advice to you in all cases is, make an ACTION PLAN because without it you are looking at the fastest way for your home business to fail. "Crawl before walk" is a well known phrase, and also the answer for faster home business profits. To Your Success, Brian Camilleri