June 1, 2019Comments are off for this post.

Consider these steps before working with a designer

Updated 6/2019.

I'm taking a break from writing, but want to share a short article from AIGA, a professional design organization. Consider this in how you work with a designer.

We offer the following framework as a way to help designers communicate with clients in order to make design an integral part of their business, and to allow designers to make success an integral part of design.

Design is a profession based on conception: on helping to define an opportunity, then develop a solution that will fulfill it. Subsequently, design includes the identification and management of the team that will bring it to life, whether it is a product, communication, event or place. We offer you the following process as a way to make design an integral part of your business, and to allow designers to make your success an integral part of design. It will make you an even more sagacious client. It is a method for partnering, a guide to the most effective use of teams, and the most potent, efficient, reliable way to get from A to B when you are not quite sure what B is.

12 STEPS TO SUCCESS, AT A GLANCE:

  1. DEFINE THE PROBLEM
  2. SET CLEAR OBJECTIVES AND DEFINE SUCCESS
  3. DEFINE THE APPROACH
  4. ELICIT BUY-IN AND SUPPORT
  5. INFORMATION GATHERING
  6. DEVELOP AND PROTOTYPE IDEAS
  7. ANALYZE THE OPTIONS
  8. MAKE THE IMPORTANT DECISIONS
  9. MOBILIZE THE TEAM
  10. PRESENT TO INTERNAL AUDIENCES
  11. TAKE IT PUBLIC
  12. EVALUATE SUCCESS.

January 11, 2016Comments are off for this post.

Review: Influencer Marketing for Dummies

Influencer marketing—usually recognized as the province of mommy bloggers and social influencers—is also seen by brands as a successful way to reach customers with organic, authentic sharing. But not every brand "gets" it, or knows how to implement an effective strategy in this space. Read more

October 29, 2005Comments are off for this post.

How to make viral marketing work for you

Everything these days is about viral marketing — whether it's called buzz marketing, word-of-mouth marketing or network marketing, it's all the same: A marketing strategy that allows people to pass the message on to others. And yep — it multiplies like a virus, but with much more positive results.

Read more

June 1, 2004Comments are off for this post.

Free and cheap offline website promotion

I recently spoke about SEO's role in your web site and marketing plan. Now, how about some free ideas to push your site ahead, outside of the atypical social media?

Signature lines.

The signature function of your email client is great for your contact information, but don't forget to add lines to highlight your web site and links to new items you've added to the site. Highlight any deals you offer as well.

Forums.

Find forums where folks request information on topics you're an expert in, and offer your advice. Don't forget to add your signature line! This can lead to new clients, but also establishes your expertise in your field. Facebook and LinkedIn groups are the most popular sources, and Yahoo! groups still exist. Visiting once a week will get your name recognized for minimum time outlay, but don't overdo the sell tactics—your purpose is to give your name and some vital info., not a tired sales pitch.

Directories.

Apart from search engines, directories are another way to share your company—think Yahoo! rather than Google. Google your category plus "directory" [as in, "law firm directory"] and you'll find a directory that appeals most to you. Be careful with whom you share your company listing—some are little more than glorified spamming databases, but credible ones will list reputable companies and likely also give you statistics.

Share it everywhere.

Put your URL on everything you share with customers—advertising and marketing materials, letterhead, promotional items, stickers, uniforms and more, especially if it is not just yourcompanyname.com. It reduces confusion with other companies, and offers a place for people to get free information on your company. Offer a discount, contest, or informational PDF, and you'll gain even more hits.

Stuff your invoices.

Ask for referrals and feedback with your invoices, and you'll gain insight into your customers' experience, plus some possible new business.

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