The State Of Marketing

It seems that most companies still don't get it, particularly smaller and individually-owned companies. They either don't perceive the value of marketing or refuse to put their money in areas they don't understand. Even when the "true, real" value of advertising is explained, the vast majority will remain comfortably on the sidelines. Why?

If company A perceives that company B is doing little to promote its business, then company A will follow suit. It's always been a game of grab the elephant by the tail. The players may be different but their marketing sense is often faulty and self-destructive. Timid, fearful caution is not what this overly competitive world needs now.

If the business community had more of an aggressive mind-set, if it were more sophisticated and knowledgeable, then the advertising market would reflect those core values.

Unfortunately when there are ten similar businesses marketing themselves in exactly the same indistinguishable way, then what incentive is there for others to pull away from the crowd? There is, in fact, no impetus to raise themselves above the mundaneness of colored flyers, template websites and embarrassingly self-scripted and self-directed commercials. Consequently until all this unsophisticated mess and poor graphics go away, our markets will remain in a constant tailspin.

Clients must perceive value in how they spend money. They must recognize that those who advertise well are usually the better companies for it in the first place. They must understand that standing still means just that: never elevating oneself above mediocrity.

It's inconceivable how companies who can afford creative, memorable advertising continually revert to in-house graphics that can only reflect poorly upon themselves. For that reason it's always a delight, as well as a measure of marketing justice, when an organization takes its marketing by the reins and ups the standards for others around them. Only when more do the same, will we have a more enlightened public. This in turn will also lead to more demands for better goods and services.

I can only hope that that day is around the corner.

What's In A Logo?

Make the investment. Spend the money and have a professional logo created for your company. Having your name set in Times Roman or Script is not a logo; it's nothing more than type.

So what's a logo? A logo can have a unique font but foremost it should be rendered creatively. Your image should be memorable. People may not remember your name, but if your logo is distinctive they will have a hard time forgetting it. In some cases a logo may have an icon. This is not always a given. If the design lends itself to an icon, then consider yourself one of the lucky ones. Last, and again depending upon the configuration of the design, a logo may include artwork. Icons and artwork are not requirements for an acceptable logo. Just the same, if your logo is different and special; if the font clearly reflects your company's message; if the artwork conforms to the design and if your icon can stand on its own, then you've hit a home run.

Once you have a logo, what then? Have your design firm create your new stationary. At the same time, and if it's in the budget, send out postcards that will introduce your logo. This is a great opportunitiy to make a new pitch to your existing base as well as prospective clients. With this 5 x 8 postcard you'll have the chance to tell your audience something it doesn't already know about your firm. Furthermore, if there's a special that you can offer, now's as good a time as any to include that as well.

Your logo should be placed on your building or on a sign near your building. When appropriate, it should also be on vehicles. If you have a web site, then add the logo to the beginning of your site. If you don't have a web site, then start today because your web site is your calling card.

Your logo is a permanent fixture of your business. It's never to be discarded. Instead, it's to be brilliantly displayed in all prominent places. After a few years you may want to update your logo. When that day arrives, don't delay because you'll always want your logo looking fresh and vibrant. In time these efforts will have paid off tremendously.