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karen grahams's Articles

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  • Testing Your Marketing
    How much do you test your advertising before you send it out to the general public? I’m rather surprised each time I find out about various companies who don’t do any kind of testing before they release their advertising, because it just seems to me like playing with fire.
  • Constant Little Reminders
    The very best way to ensure a high turn out when you host an event is to give people a lot of reminders that it’s coming up. If you send things out too early they’ll probably forget, and if you don’t send out enough things, they might not get the one notice you sent.
  • The Way You Give Your Message
    Every marketing campaign is going to have a core message at the center of it all. This might be spread across multiple forms of marketing, as it is with a company who might print brochures along with booklets and flyers all covering the exact same message. Or you might have a single type of advertisement carrying your message.
  • What Happens After the Sale?
    Over and over again companies are out there releasing marketing material that serves no other purpose beyond getting immediate sales. They’re so focused on getting people to just buy a product that they aren’t really considering what their long term goals are going to be.
  • Keep Yourself Prepared for Every Situation
    You simply can’t plan for everything that’s going to happen. If you try to you’re going to be in for a big surprise, and the more rigid your plans are the more disastrous the circumstances will be when trouble finally does come along.
  • The Strong Middle Ground of Marketing
    Entering into any situation where you know people are going to be making judgments about you can be difficult. Each time you talk to someone about your business they are going to be deciding on whether or not they will do business with you based on how they perceive you and how you act.
  • Confident Marketing
    I’d say that confidence is one of those difficult things to pinpoint when it comes to a sales pitch, because you can’t really say exactly what you need to do in order to act confident. Being arrogant isn’t always the same as being confident in what you’re doing, and you can’t always rehearse confidence, because a lot of it is going to deal with how you happen to act in any given moment.
  • Overestimate Everything
    The best marketing pushes are the kind that link together a wide variety of different people and different processes. You rarely have a single person handling every aspect of the marketing. One team designs while another one sets up the details for when you need to get your printing done. For some types of advertising you might need other steps, like setting up a mailing list for direct mailing or good locations for when you print posters.
  • The Benefits of Lending a Helping Hand
    What that help was doesn’t always matter that much, but I find many people in the business world viewing something like help through very specific lenses. Part of this is the idea of giving away items for free, doing some form of service for people without being paid, or finding some non-profit organization or charity and helping them out.
  • It’s All About the Image
    Obviously you’re wearing your best suit for the occasions. You took the time to make sure you look the part and are as professional as possible. You have a whole pile of papers that you brought with you to cover all of the various services you offer. You have extras to make sure you can give them as many copies as you can.
  • Pull Free From the Pack
    Marketing can sometimes feel like you’re standing in the middle of a giant seat of people. All around you you’re packed in with all of these different people who are doing the exact same thing as you are. The customers is overlooking this ocean of faces and trying to decide who the best person is going to be for them.
  • Business Cards and Repeat Business
    I see so many different companies who have all of their attention focused purely on getting new customers. This is the centerpiece of growth, after all, and if you want your company to keep getting larger you need to keep getting those new customers.
  • Tradeshow Preparations
    The problem with tradeshows, and really with going out of town anywhere, is that you’re naturally divided from your primary resources. When things potentially go wrong you don’t have easy access to the best way to solve things.
  • Spreading Your Good Name
    Now, the first thing most people will think about will be referrals. Yes, this is certainly a possibility, and I would suggest using it every time you get a chance. Ask everyone you can if they would be willing to give you a referral. But here’s the thing about it: number one a referral takes a lot more time to give, so some people might just not have the time for it, and number two, what are you going to do with all of those referrals?
  • What Are Your Business Cards Made Of?
    Printing technology has easily reached the point of giving people easy access to wonderful custom business cards. What’s more, you can get these cards done with lightening quick speed to make sure you always have the card that you were looking for.
  • The Many Uses of Postcards
    The most prominent use for a postcard is pretty well known to just about everyone. You don’t even have to be in the world of marketing to know how most companies put their postcard printing to use. I’m sure everyone has received that postcard in the mail before from one company or another.
  • The Mark of a Good Envelope
    Some marketing material simply needs to be in an envelope. You can’t always pair up direct mailing with postcards, which means that sometimes you have to get your envelope printing done. If you want to have any success with your marketing you need to know exactly what this means for your material.
  • The Right Combination of Image and Words
    Now, I’m sure that immediately some people are going to question whether or not catalogs are truly a marketing device. They’re a great form of marketing if you want them to be. I know many companies who don’t see them as such, and so fail to gain the level of marketing they could’ve gotten with them, but I guess that’s a topic for another discussion.
  • Always Keep Your Eyes Open
    The marketing landscape is never quite the same from day to day.

    There are so many different factors to take into consideration when deciding what type of marketing to do along with the best ways to implement them.
  • Effectively Use the Attention You Gain
    There are two very difficult things to accomplish with a postcard. The first is the harder to accomplish, but the second is the more important one to be aware of. But because of the difficulties with the first task, people too often fail to understand the significance of the second part.
  • Never Be Without Marketing
    The smaller a business gets the greater the odds of them not being aware of just how important marketing is. This shouldn’t be particularly surprising, either. The large companies are the ones who got large by understanding what great marketing was all about, and if the small companies want to do the same, they’ll need to start learning.
  • Passing the Test of an Angry Customer
    You just can’t avoid it forever. No matter what kind of business you’re in you will come face to face with an angry customer. Maybe they’re angry for a reason you couldn’t help, and maybe you honestly made a mistake, but no matter what, you should view it as an opportunity to show just how good your company is.
  • The Strength of Experience
    If you work in a service industry I’m sure you’re aware of how important experience can be.

    If you’ve simply gone to someone in a service industry to get their services I’m sure you’ve stopped to consider what kind of experience they have in their field before handing them your business.
  • Cutting Time and Costs
    Getting things done in bulk always has and always will be the best way of saving money.

    This applies to marketing in a variety of ways just as much as it does to everything else in life.
  • What do People Think About Your Business?
    A lot of marketing consists of trying to get a person to view your company in a specific way. The purpose of your color printing might be to push the fact that you have the lowest prices in town, or it might emphasize that your customer service is top quality.
  • Five Holiday Sales Blunders to Avoid
    Half of retailers’ yearly sales typically depend on holiday sales. Holiday sales can actually make up as much as 75 percent of annual profits. Since holiday sales have the potential to make up so much of your profits, it’s important to understand how to effectively draw people in at these times.
  • 4 Ways To Build Lasting Relationships with your Customers
    When running a business you will eventually face a time when a given client relationship has become rocky. This could arise from your company's performance, or it could be related to circumstances completely outside of your control. Whatever the underlying cause the fact remains that the relationship must be saved. There are several techniques which can be employed towards this end.
  • Marketing Your Printing Business
    The first printing press was unveiled almost 600 years ago. Shortly thereafter, the first commercial printing business was most probably born. Maybe to fill a large order for pamphlets claiming the end to the Dark Ages. That first commercial printing business most also probably puzzled over how to increase business. Just like you are today. Traditionally, purveyors of color printing services have relied upon bulking up the sales force as the only solution to lagging revenues. However, there are many other creative paths that can be taken.
  • Do You Need to Use Brochures?
    Not all types of advertising are going to best represent your products. The types of services you provide or products you sell will have an impact on the style of advertising that will work well with your company. For the business with a wide range of products they’re selling, catalogs might be the best source of advertising because it allows for a person to browse through multiple products quickly.
  • A Guide to Better Print Advertisements
    No matter what kind of commercial printing you plan on using for your advertisements there are certain rules that are always going to apply. I don’t care if you’re printing brochures, flyers, postcards, or even posters. While different types of advertisements are going to have slightly different ways in which you go about enacting these rules, they’re still going to be important to know.
  • Grab Your Audience by the Minds
    Prior to educating your audience it is obviously required that you become an expert yourself. You should have extensive knowledge relating to all facets of your product or service. Today, there is little excuse not to be fully informed. Historically, one would have to spend hours in a library or drive far distances tracking down hard to locate industry publications. Now the power of the Internet has put a world of information right at your fingertips.
  • Is It Time To Reinvent Your Branding Image?
    Is your marketing campaign working? Answer that question honestly. After putting in all of the time and effort necessary to create an advertising campaign, it can be discouraging and difficult to admit that it did not work, but admitting failure is the first step towards making the changes that will lead to marketing success.
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