Consumer Demand Changes, So Should Your Marketing Strategy

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

Rethinking the Way You Market Your Business

To say that consumer behavior has changed drastically in the last five years would be an understatement. There has been a clear shift in power. It now resides in the consumers' hands, as opposed to several years ago when companies had that power. Several elements have created this shift.

• Global Financial Crisis in 2007. Economists considered this to be the worst financial catastrophe since the Great Depression, resulting in the fall of many businesses and the decline in consumer financial commodity. This inevitably created an economic recession that we are still trying to recover from today, as well as a consumer distrust with corporations/companies. And the result: wallets tightened and consumers got smart about how and where they spent their money. They did their due diligence and researched companies prior to committing to any business engagements or contracts, and they put a greater emphasis on value at the most affordable cost. 
• Technology continues to evolve. With the advent of smart phones and tablets, consumers are able to stay connected on the go, now more than ever. So what does this really mean? Plain and simple, they spend more time connected to the digital world by gathering their research and data on companies, sending emails, staying up-to-the-minute with news, and connecting with friends. Consumers are plugged in, and will continue to be as technology advances. Technology has, in a sense, made the world smaller and has allowed everything to be at the consumer's fingertips.

So this really isn't "news" to anyone--unless you have been living under a rock--but what does this really mean for small businesses and their marketing plans? Quite simply put-- the most precious asset is your customer, so your strategies need to shift to focus on the consumer as the core of your integrated communications plan. But, how and why?

• Consumers should be viewed as people and not dollar signs. In order to have a competitive edge and to satisfy increasing levels of customer desires, companies should view their customers as individuals, and not as a mass group with the same tastes, values and buying behaviors. There is a consumer demand for flexibility, customization and options; so naturally, companies need to delve further into their consumer demographics so that they may learn what consumers really want and need. The more you know about your consumers as individuals, the better you can target them and provide greater customization options so they feel connected with you--as a brand and a company. Customers are not a one-size-fits-all asset, so your marketing should reflect different service and product options.
• Engagement & interactivity. Consumers don't want to feel that companies are "shouting" at them or "pushing" their advertising on them. Instead, consumers want to partake in the conversation and interact with the company and brand. They want to be part of the communication process, and they want a voice. Hence, the popularity of social media and websites. Companies need to create platforms where there is a two-way dialogue and conversation. Engage your customers in your business through every step of the consumer buying process: (1) Problem Recognition, (2) Information Search, (3) Evaluation of Alternatives, (4) Purchase Decision, (5) Purchase, (6) Post-Purchase Evaluation.
• Listen. As your marketing shifts to be customer-centric, it is imperative to really listen to your customer and to create a business model that is committed to quality and to customer relationship. Listen to their honest comments, feedback and suggestions. You will be able to uncover your company's weaknesses as well as your strengths, so that you can better serve your customer demand.
• Shift company's culture to be customer-centric. All members of the company need to live, eat and breathe a company culture that is customer-focused. Everyone needs to rally behind this philosophy in order for the company to be successful. One bad apple can wreak havoc on the company's image and bottom line. All employees and staff, from the top-level to the bottom-level, need to fully embrace the customer relationship philosophy.
• Marketing tools need to reflect consumer demand. Local newspapers and magazines are being replaced by technology and becoming antiquated tools. As a small business, you need to connect with your users, where they spend their time. Don't be afraid of technology; leverage the power. Mobile devices, such as smartphones, laptops and tablets, allow companies to connect with the customer at less than one-hundredth of the cost of traditional print ads and direct mail, and the web allows companies to provide a 24/7 support system for customer service.  Check out this article for a greater understanding of where consumers spend their time and attention verse where companies are spending their advertising budgets. It shows a great untapped market opportunity.
• Value and professionalism. Your marketing should highlight and communicate your value, professionalism and credibility in order to disspell consumer discomfort or lack of trust within your industry. Highlight attributes and benefits. How can product "x" solve the consumer's dilemma or challenge? How has product "x" benefited existing customers? Show case studies to highlight the positives. 

So, as consumer behavior changes, so should your mindset and approach to the company marketing plan. Otherwise, your business may not continue to survive in this economic downturn. If your marketing plan still reflects antiquated media tools, your business will surely become extinct. Rise to the occasion and meet the customer demands of tomorrow, not yesterday.

Graphic D-Signs specializes in small business marketing and small business advertising—and we can help you articulate and achieve your business goals. To schedule a consultation with our team, or to discuss pricing, contact us today!

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ marketing agency specializing in small business advertising, marketing, and brand development.

10 Things to Remember When Creating A Web Site

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

What Makes a Web Site Successful? 

In today’s marketplace, it’s not just enough to have a web site, small business owners need to have a web site that makes a statement. It should be creatively and aesthetically appealing, as well as strategic and functional. Be sure to follow these guidelines when designing and developing your web site and it will be a greater success.

1. Does your web site integrate and reinforce your branding? First impressions are everything. If your web site doesn’t infuse your brand identity strategically or creatively, it will look like a generic site.
2. Is your web site user friendly and easy to navigate? You have 4-6 seconds to leave a good impression with a visitor before he leaves your site. If you are successful, he will stay on your site for a longer time which can translate to a new lead. 
3. Does your web site have the right content? If your copy isn’t informative or doesn’t resonate with your target audience, they will leave as quickly as they came. 
4. Does your web site encourage visitors to follow your company? Newsletters, Blogs, Facebook, Twitter, Youtube, LinkedIn, Google+ and other social media platforms are great tools to build your credibility and clientele. Your web site should make it easy for visitors to follow you and stay up-to-date with your company to help build loyalty. 
5. Does your web site initiate action? Your web site should help to cultivate a next step, whether it be making a purchase on the site or filling out a contact form to receive more information, a quote or schedule a service. A direct call-to-action is critical. 
6. Is your web site search engine optimized? What good is a web site that can’t be found? The answer: It’s no good, actually. Your web site should include Google Analytics, META, keyword relevancy, page titling and backend HTML optimization, to name a few. 
7. Is your web site built with the latest web techniques and standards? HTML5 and WordPress are some of the most recent and popular approaches to web development. Your web site is a direct correlation of your business in the eyes of the consumer so you don’t want to fall short with first impressions; and an outdated and obsolete web site will surely do that. 
8. Is your web site compatible with all devices? It’s so important that your web site can be viewed on all devices, whether it be a mobile phone, laptop, desktop or tablet. Otherwise, it could be a missed opportunity to connect with a potential client. 
9. Is your web site compliant with all browsers? It’s so important that your web site can be viewed on all browsers, whether it be (Mac & PC) on IE7+, Firefox 3+, Operat9 and Safari 4+. Otherwise, it could be a missed opportunity to connect with a potential client. 
10. Do you own all the rights to the web site? It will greatly benefit you if you secure the rights to the web site as well as all files upon the completion of the development. Therefore, you will be able to update, manage and own your site.

Click here to view our web design portfolio

More often than not, I see so many small business owners not heed to these guidelines. As a result, their web site isn’t as successful as desired and doesn’t positively impact their ROI or profits. Do yourself a favor and make sure you integrate these best practices into your web site. 

Graphic D-Signs specializes in small business marketing and small business web site development—and we can help you articulate and achieve your web site goals. To schedule a consultation with our team, or discuss pricing for your new or refreshed web site, contact us today!

Click here for examples of creative and strategic web site designs & development.

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ advertising agency specializing in small business advertising, marketing, and brand development.

Advertising Accountability: What is Smart Advertising?

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

Plan First. React Second. Track Third.

More often than not, small business owners take a “more is better” approach to their advertising. The theory? The more money you spend or the bigger the ad, the more return you will see. Unfortunately, this usually doesn’t pan out. In fact, this is a counter-intuitive approach, and a sure way to lose money and see zero return. So how should a small business owner approach his advertising strategy and budget to ensure that it's smart advertising that will yield the best ROI?

DEFINE: Who is your ideal consumer? Don’t answer “everyone.” You will enjoy greater success if you can identify your core audience, learn what makes them tick, and determine what their interests are. The better you know your target, the better you can market to them.

DESCRIBE: How are you going to reach, connect and have an open dialogue with your target audience? Do they read the local newspapers/magazines; do they spend most of their time online; do they engage in community activities; do they attend seminars or speaking engagements? The more you know about where they spend their time, the better you can identify a plan of attack to target them. You will know which media forms provide the best opportunities, and you can devise an effective integrated marketing communications plan.

DECODE: How do you know if your campaign was successful? You must exercise due diligence to track and record where new client leads come from. How did they hear about you? After answering this question, you can identify and continue successful tactics--and weed out less fruitful approaches. This is the best way to ensure that your advertising dollars are wisely spent. Unfortunately, many business owners set a campaign loose--and never assess whether it worked.

Small business owners don’t have an unlimited advertising budget, so it is critical to be smart with your money and make it work harder for you. Next time you tell the salesmen that your advertising isn't working, and they respond that you “need a bigger ad,” think carefully about who you trust to manage your advertising dollars.

Graphic D-Signs specializes in small business marketing and small business advertising—and we can help you articulate and achieve your business goals. To schedule a consultation with our team, or to discuss pricing, contact us today!

Click here for examples of creative and strategic web site designs & development.

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ marketing agency specializing in small business advertising, marketing, and brand development.

8 Things to Know Before You Create a Company Web Site

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

Think First. React Second.

Before a small business owner embarks on the development of a company web site, it is crucial for the owner to identify the main web site objective. Are you trying to: 

• Heighten awareness about a new product or service?
• Generate online leads?
• Leverage the platform for ecommerce?
• Create space for existing clientele to interact and review their account or project information?
• Increase sales?

In our experience, most business owners don’t take time to articulate their web site goals prior to beginning design. Instead, they simply react to the desire to have an online presence. 

Strategy is key! To develop an effective web site, it is essential to understand (1) why you need an online presence, and (2) what you need the web site to accomplish. When these two questions are answered, it is easier to design and implement a site that meets these needs—and exceeds your goals.

Did you just wake up one day and start your business? It’s unlikely. Instead, you spent months, or even years, developing a business plan. And, while it will not take years to develop your web site, it requires the same careful attention as your business plan. Proper planning helps you make efficient use of your budget, and ensure that your web site provides you with substantial ROI. After all, isn’t the goal to make money?  

If you’re considering a small business web site, or revamping your existing online presence, here are 8 things to think about before you begin. 

1. Define your marketing objective. What is the purpose of the web site? Be specific about goals, which may include: achieving differentiation, educating your market, expanding your business, increasing client loyalty, etc. 
2. Do you have strong branding? Your brand dictates the perception of your company, and differentiates it from competitors. Powerful and captivating brands create an instantly recognizable, unique, professional image that can help catapult your company to success. 
3. Who is your target audience? Who are you talking to? What do they think today, and want tomorrow? Consider segmentation, demographics, perceptions and attributes. The better you know your audience, the better you can market to them. 
4. Who are your competitors? To achieve success and differentiate your brand promise, you must understand your competitors. Your web site should capitalize on what makes you different from “the other guy.”   
5. What is the market climate? What barriers, if any, do you face from a competitive or market perspective? Be specific. For example, is this a saturated product category—or relatively new? How is consumer awareness? Is there limited value perception or inadequate differentiation?
6. What are your key success metrics? What do you consider success? Increased adoption rates? Elevated awareness? Category penetration? Driving online leads? 
7. What do you want to market? Describe detailed features and aspects. What makes your product or service better than others?
8. What technology is available to bring your web site to life? Technology is constantly changing, and new platforms, widgets and plugins are being developed every day. It is important to leverage available tools in order to capture your web site goals.

Click here to view our web design portfolio

Graphic D-Signs specializes in small business marketing and small business web site development—and we can help you articulate and achieve your web site goals. To schedule a consultation with our team, or discuss pricing for your new or refreshed web site, contact us today!

Click here for examples of creative and strategic web site designs & development.

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ marketing agency specializing in small business advertising, marketing, and brand development.

Top 5 Rules for Effective Vehicle Wrap Design

By Dan Antonelli / President & Creative Director, NJ Advertising Agency Graphic D-Signs, Inc.

5 Rules for Effective Vehicle Wrap Design

If you examined most wraps on the road today, you’d think the concept of designing a simple, easy-to-read message was difficult to understand. It’s really not, once you understand the fundamentals of what it takes to build a good wrap.

The characteristics of good wrap design and vehicle advertising -- those which use proper branding, and easy-to-discern messaging -- are rarely employed on most vehicle wraps seen on the road today. This explains why many wraps are failures from an advertising standpoint, and sadly a wasted opportunity for the businesses deploying them. This can be primarily attributed to a lack of education and understanding about the actual medium. In years past, the prerequisites for billboard painters and truck lettering artists were years of study and apprenticeships. Mastering the craft is a bit easier today, since the primary barrier to entry is acquiring the cash to buy a large format digital printer. So, while the sign or wrap company may be brilliant at installing wraps, they may lack experience in the study of effective advertising in an outdoor realm.

The following rules can help you better understand the fundamentals for good wrap design and vehicle advertising. Whether you are a designer hoping to improve your layouts, or a small business owner trying to gain market share, these tips will help you get the maximum impact and return on investment for your outdoor vehicle advertising programs.

Rule #1: Start with A Great Brand

"The response has been phenomenal. People go out of their way to compliment
the trucks. You can see people turning their heads as we drive by," says
Marcus Camferrman, owner of Air Zero, who had their brand identity
and wrap designed by NJ advertising agency Graphic D-Signs, Inc.

One reason that so many wraps fail from a marketing perspective is because the business has a poor brand identity and logo. The brand should always be the primary message for a vehicle wrap, unless you have national brand recognition. For small businesses trying to make an impact in their community, the message is always about the brand. Starting with a poor brand means you’ve failed before you’ve begun: by wasting money on a wrap and missing a huge marketing opportunity.

We generally only do wrap design for clients whose brands we’ve created, because companies who come to us with an existing brand often have a terrible one. And if they won’t change it, we won’t design it. What is surprising is that we are usually the first ones to tell them that. I guess the other sign companies never mention that because they don’t want to lose the job. While I can understand that, a surprising number of clients really appreciate the candor and the fact that we only have their best interests in mind. It’s too much money to play with. I’m certainly not going to be responsible for wasting your money by trying to work with a brand that has no business being implemented on a wrap. The brand is the message, period.

Rule #2: Don’t Use Photos

Retro-themed truck wrap example for carpet cleaning company in Orlando,
FL. Note how an effective brand implementation works better than a photo.

I’ve had this discussion often with other sign makers, and some disagree with me on this point. However, I believe that there are few effective wraps that use photos, and I’d argue that any wrap that uses a photo could have been more effectively done without one. The photo is not a brand identity; it doesn’t connect me with the business name. Maybe it connects me with what the company does, but so should a good brand. 

Take the usual examples, like the HVAC contractor with a picture of an air conditioner. Great. Now I know you do air conditioning, but who are you? I don’t know, because I only have 2.5 seconds to view the message. Or consider the contractor and the picture of a house. Great. A house. But are you a siding company, a roofing company, a window installer, powerwasher, a landscaper or an electrician? I have no idea, since the photo is the dominant element. After my 2.5 seconds are up, your message is lost amidst all the other things trying to grab my attention.

Perhaps on box trucks or trailers you can use a photo, but I’d still argue a more powerful brand integration would be more effective. National chains have an easier time using photography, because, once again, their brand is already known and the message need not be 100% focused on who or what the brand is. Small businesses don't have this luxury.

Rule #3: Limit Your Advertising Copy

It's especially important to keep simple messaging on smaller vehicles,
as this wrap design for a maid service in Texas illustrates.

There’s only 3 or 4 things a good wrap needs: strong brand implementation, and perhaps tagline messaging, a web address, and maybe a phone number. Bullet lists, which look more like shopping lists, have no place on a vehicle. This isn’t the yellow pages. Would you rather list 10 things and have none remembered, or convey one to two memorable takeaways? If this truck were a billboard, how much copy would be on it? Billboards have the exact same challenges as vehicle advertising. If you prioritize your copy, it will be more effective. In general, the hierarchy should always be: BRAND, TAGLINE, WEB and/or PHONE NUMBER.

This vehicle wrap for mechanical contractor (HVAC) in Florida is
unique due to a compelling brand that we integrated into the design.

Rule #4: Design to Stand Out, Not Fit In

This isn’t the part where many might say diamond plate, carbon fiber, tribal flames will make your truck wrap stand out. Quite the contrary. By eliminating all those fills, noisy backgrounds, photos, bevels, and glows, you’ll be on your way to designing a wrap which actually stands out. The wrap market is littered with visual noise. When we see something with impact -- something that we can actually read and remember -- it can't help but stand out among the visual clutter. That’s what is so ironic to me. People think our vehicle wrap designs are innovative simply because they are unlike what everyone else seems to be doing. So -- they stand out.

Brand, brand, brand. It's all about the brand for this wrap and
brand identity our NJ advertising agency created for this
Georgia-based HVAC contractor.

Rule #5: Simple and Obvious is Good
If the viewer needs to work too hard to figure out the primary brand messaging, it’s an opportunity lost. The medium isn’t the same as print design, where the viewer can stop, absorb the advertising and try and understand the message. Consider that one, primary takeaway you’re hoping to leave with the viewer. What is it? And does the wrap effectively communicate it? Is it lost in the imagery? Distance legibility is, of course, a primary concern. You have very limited time to capture the viewer’s attention and have your brand and message be understood and remembered.

Fleet wrap design for HVAC company in San Antonio, Texas.

Retro themed HVAC truck wrap example.

Retro themed truck wrap example for plumbing, heating and air company near Chicago.

Truck wrap example showing effective brand integration for a heating and air contractor in Fayeteville.

 

One of our best truck examples, showing a cohesive brand integration and easy to read messaging. 

Another view of this vehicle wrap for a handyman company.

Click here for more examples of effective vehicle wraps.


Dan Antonelli is the President and Creative Director of Graphic D-Signs, Inc, a NJ advertising agency specializing in small business advertising, marketing, and brand development, including HVAC logo design and HVAC web design services.

How the Facebook Timeline is Evolutionizing Social Media...Again

By Dan Antonelli / President & Creative Director, NJ Advertising Agency Graphic D-Signs, Inc.

If you are reading this blog, chances are you landed here via Facebook. And if you landed here via Facebook, chances are that you, your business--or both--have a Facebook profile. In case you haven't noticed, the folks at Facebook like to keep us on our toes with changes to the virtual landscape. The latest and greatest "upgrade" is the Timeline. A once-optional user interface, Timeline will become a mandatory part of every individual and business profile on Mar. 31, 2012. So, what does this change mean for your company?

Click here to view our timeline!

There are several key components of Timeline that are different than the current profile page. While you may not love them, they are the future of Facebook--so it's important to embrace these changes instead of fight them. Here are some of the new features:

1. Administrator Access: The Timeline allows you to assign up to five different degrees of access for page administrators and gain access to real-time analytics surrounding popular activity metrics. 
2. Cover Photo: Possibly the most noticeable change, the cover photo displays across the top of a page's timeline...and it is sizably larger than the current profile picture. Use this cover image to tell your brand's story, showcase photos or highlight the unique selling points of a product or service. Remember, the cover photo cannot be a "billboard" for your business; that means it cannot include prices, purchase information, calls to action or company contact information. It also cannot urge people to “Like” or “Share” your page. 
3. Custom Tabs: These spaces will automatically display several items, like a brand’s photos and its number of “likes.” However, they can also be customized. You can have large icons linking to your custom tabs (i.e. Social Campaigns) at the top of your Timeline, giving them more visibility. If your business has apps or coupons, this is a prominent way to display them.
4. Optional Message Button: A private messaging option allows fans and customers to communicate with your business in a one-on-one environment. This feature gives customers the power to voice complaints or negative feedback in private, and out of the public Facebook eye. Private messaging gives your business the opportunity to (1) identify weaknesses with your service or product, and (2) offer real-time solutions to defuse customer concerns. Customers want to be heard, and this provides them with that platform. 
5. Pinning: By now, most of us have heard of Pinterest. In a similar fashion, the new Facebook pinning function allows companies to keep a particular promotion or offer at the forefront of their page for a full week. So, while you continue to populate your page with daily information and status updates, you can also keep timely messages "sticky" at the top, where they won't get lost. 

Ten years ago, the word Facebook was unheard of -- and now we can't imagine life without it. Concerned about the latest changes to the social media landscape? GDS social media strategists can help you make the most of Facebook's new functionality. To put Timeline to work for your business, or to inquire about monthly social media campaign plans, contact our NJ advertising team today. 

Dan Antonelli is the President and Creative Director of Graphic D-Signs, Inc, a NJ Advertising Agency specializing in small business advertising, marketing, and brand development in New Jersey and across the country.

5 Tips for Choosing a Small Business Advertising Agency

By Dan Antonelli / President & Creative Director, NJ Advertising Agency Graphic D-Signs, Inc.

You’re a small business with a limited budget for marketing and advertising, but you need exposure. Large advertising agencies tend to work with big business and Fortune 500 companies, and their fees are often cost-prohibitive. So, how do you navigate the sea of choices when choosing how to spend your precious dollars?

The key to making strategic marketing decisions is aligning your company with an agency that specializes in small business advertising. Remember the following tips when deciding which small business advertising agency is the right one for you.

Here's a flowchart on how typical small business
ad agencies work. Click to view original images.

1. Consider the agency’s current client base. Be sure to peruse the ad agency’s own website; it will serve as a good indication of the work they do for their clients. Any reputable ad agency should provide a list of their clients and showcase the work they have done for them. As a small business, you should select an advertising agency with clients who are similar in size and scope to yours. Ad agencies that work with small businesses and service industries take an approach that is unique to advertising on a local level. Make it your due diligence to find the best match for your goals.
2. Inquire how the agency is structured. As a small business owner, you wear several hats in your business: CEO, marketing director, human resources manager. Your small business advertising agency partner should be able to guide you through the advertising and design process and take the place of an internal marketing department. In other words, the staff should fall somewhere between a one-man show and a five-level design committee. While it is wise to avoid a multi-layered approach, try to choose an advertising agency whose staff represents a mix of each advertising discipline: creative design, copywriting, web development and overall account management.
3. Experience IS necessary. You are hiring an advertising agency for a job (hopefully, a long-term one) and industry credentials should support their experience. Question the staff’s competence in all media strategies and channels, both traditional and innovative. Effective agencies must keep up with today’s ever-changing landscape and technology in order to design successful strategies for their clients. Awards won by agencies are certainly important, but the specific credentials, accolades and industry recognition show expertise
4. Does the agency support creative interaction? Yes, you are hiring an small business advertising agency for their creative and strategic expertise. But, sometimes egos can get in the way. Your opinion is invaluable in shaping your brand’s development. When interviewing ad agencies, consider the personalities there. Reinforce the importance of open communication and make sure the agency encourages client feedback.
5. Does their work excite you? An advertising agency's portfolio is a good indication of the work you should expect to get from them. Make sure you are impressed with their body of creative work and their ability to create advertising design work which meet defined marketing goals. Viewing small business advertising case studies is one way to see a holistic approach to brand integration.

Your small business advertising agency should also be your strategic partner. It can be complex for small businesses to get a handle on their advertising plan. Not surprisingly, sometimes the only direction small businesses receive is from those who sell advertising space. Ad sales executives will likely advise small businesses to put their advertising dollars into the outlets they represent, even when it does not makes strategic sense. Select an agency that has your best interests in mind, reviewing your budget and helping you to invest your advertising dollars where they are most effective.

Selecting the right advertising agency is a critical decision for your small business. Take the time to do your homework and choose a partner that will strengthen your brand and grow your business.


Dan Antonelli is the President and Creative Director of Graphic D-Signs, Inc, a NJ Advertising Agency specializing in small business advertising, marketing, and brand development, including HVAC logo design, and HVAC web design services.