by Deia Farrell
Usually when you look in your tool box for something you know exactly what you need it for. It may be a hammer to drive a nail into a piece of wood, or a screw driver to tighten a loose screw. Likewise, establishing the purpose of your design and identifying the right tool to use in order to accomplish your goal ensures a higher return on your investment.
1. Define the purpose of your project
Before you decide what promotional tool is right for you, you should clearly know what you intend to achieve with it. Ask yourself if you want to:
- Inform: Raise awareness of a new product or feature, for example
- Instruct: Tell audience how to (reply, purchase, use, etc.)
- Interpret: Help audience develop own perception of value or use
- Persuade: Prompt desired action, lead prospects to take a step
2. Select the most appropriate promotional tool
You will need to carefully select which tool to use, especially if you are a small business on a limited budget. Consider how you are more likely to reach your audience more effectively:
- Who is your target audience?
- What do they like?
- What do they aspire to achieve?
- Do they watch TV, listen to the radio, read print or surf the Internet?
- How do they behave?
Study how your most successful competitor is handling their communications and analyze reports for your industry. Knowing what works (and what doesn't) can help you ensure a higher return on investment.
3. Work with a professional designer
A lot of smaller organizations believe they save money by using a creative friend or employee to develop the company's communications. However professional designers can create more effective communications, more economically. While your non-professional help may be very inexpensive or even free, only professional designers have the technical and creative skills, plus the experience to develop cost-effective tools based on sound problem-solving strategy. Investing in professional designers ensures the highest quality and the highest possible return on your investment, because they help you:
- Gain competitive edge, enhance your professional image and develop your brand
- Create effective communications that produce results
- Save your time and money with cost-effective solutions and professional project management
- Avoid costly mistakes during all phases of each project
4. Build a strategic communications plan
You can communicate more effectively if you plan your communications strategy in advance. Based on the previous year's expenses, you can set up a feasible budget. You can find out how many brochures were used and which promotional efforts worked (and which didn't). When you work with a full-service creative firm, you can save time and money if you plan ahead, by negotiating volume and frequency discounts.
About the Author
Deia Farrell, is a Principal and Marketing Consultant with Mediamix Design & Publishing Inc., a full-service creative and marketing company in Florida. Learn more about design issues and Integrated marketing communications by Mediamix
January 2004. © Mediamix Design & Publishing Inc. All rights reserved
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