9 Things Every Small Business Owner Should Know About Marketing

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

Are you a small business owner trying to accelerate company growth? If so, here are nine principles you should know about marketing to ensure greater success and drive ROI.   

1. Empower yourself with knowledge. While it takes time out of your schedule, it’s important to conduct research on your industry, market, direct competitors and consumers. You can never know too much—and you can certainly know too little. Just as athletes prepare for the big game, marketing success requires countless hours of practice.  
2. Know your budget. Identify the investment you want to allocate to your marketing. A good estimate is roughly five percent of your sales. It is critical to establish a budget, because this will allow you to properly and effectively plan your marketing.
3. Create an identity. As a company, your brand is one of your greatest assets. It communicates and connects with audiences, and creates passion for your business. Think of your brand as a spokesperson for your company: highlighting your promises and propositions to the consumer.
4. Formulate a plan of attack. Too many times, small business owners react instead of thinking about business implications, competitors and consumers. It is more fruitful to formulate a plan of attack, first. What media channels will you leverage to connect with your consumer? If you plan, your strategy will be more effective and your budget will remain efficiently intact.
5. Strategy is king. What is the message you want to convey in all marketing components? What service or value do you provide that sets you apart from the competition? This single-minded idea should live throughout all advertising deliverables for an in-sync marketing message.
6. Execute your strategy. How will you put your strategy to work? Print? Website? Online banners? Coupons and promotions? Radio? TV? Identify your deliverables and tools of attack. 
7. Create campaign consistency. Present one face to the market and your consumer. This strengthens your brand awareness and drives brand recall. Ensure that allcomponents of your advertising are consistent and cohesive so a story can be told.
8. Track. Measure. Record. Accountability is key, so remember to monitor and gauge the effectiveness of your budget and advertising campaign. By tracking leads via different media channels, you can identify those channels that give you the best ROI versus channels that need to be further optimized.
9. Improvise! By utilizing what you’ve learned from data tracking, you can change-as-you-go. Proper measurement helps you discover how to better spend your budget, which channels to remove from the media plan, and which channels to try in the future.

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.

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.

Laying the Groundwork for a Better Brand

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

The Realities of the Competitive Landscape
Fortune 500 companies have the luxury of multi-million dollar advertising budgets. They are able to invest dedicated manpower and finances into creating brands on a national level—where the scope of work is nearly limitless and the target market spans from coast to coast. They have dedicated, renowned agencies and marketing departments who coordinate, manage and create their brands. So how can small-sized companies possibly compete with these well-known brands and steal a share of the market to call their own? How can small companies get a big bang for their buck and ensure that their budget stretches as far as possible? How? Well, that's simple… the answer lies in the foundation.

Importance of a Foundation

Vehicle Graphics for Tim's Air Conditioning & Heating
located in San Diego, CA

The foundation of your home is quite literally the base of the house and is the most important structural part. Since it provides the fundamental stability for the future of the house, it is pertinent to lay the foundation correctly or it can be the demise of the house in years to come. The cornerstones behind the foundation are simple—make it sturdy and make it strong. Otherwise, if not properly laid, the entire house structure will be unstable and can collapse.

Similar to a well-built house, the foundation of a company is essential to its longevity and success. This foundation takes on the form of branding through an image or identity, which helps manage the perception of a company and differentiate it from its competitors. Powerful and captivating brands create an instantly recognizable, unique, professional image that can help catapult the company to success.

Essentially, strong branding can create the perception that the company employs hundreds of workers and has a net worth nearing ten million dollars; when in actuality, the company only employs ten workers and has a net worth just nearing one million dollars. Still, the consumer doesn’t know this reality and thinks the company is large, credible and professional because of the image it portrays through branding.

Investing in a Foundation

As indicated, a well-laid foundation is unquestionably essential for a house. As such, experts suggest hiring an engineer or a general contractor for this purpose. Though it will cost a little more money upfront, it will be well worth it in the long run. A strong and well-laid foundation is the best investment you can make, and in this case, quality, attention to detail and experience make all the difference.

Likewise, quality, attention to detail and experience also play critical roles in creating a brand. Strong brand identity stimulates recognition, intensifies differentiation and creates value so it is essential to invest intelligently in the creation of a brand. Don’t rely on your average Joe Schmoe or nephew to strategically develop your brand—as I can promise that your company’s success will be directly impacted. And by no means for the better. Instead, invest in an agency that specializes in this line of advertising. After all, would you entrust your 14-year-old nephew to lay the foundation for your home? I certainly don’t think so.

 “Image and perception help drive value; without an image there is no perception.”    
--Scott M. Davis, Brand Asset Management

Sustaining a Foundation

Branding for Aspire IRB

Once the foundation of your home is laid, it is still necessary and important to routinely check it, as small cracks can cause major problems in the future. Likewise, every so often your brand may need a facelift to remain relevant in the minds of your consumers. Perhaps, the brand is looking a bit antiquated and needs to be revitalized; or the marketplace has become saturated and you are no longer positioned in the white space; or you are losing relevancy with your niche market. Whatever the reason, preservation is a must. Time can be detrimental not only to a brand image, but also to the house foundation.

And while success in spite of a poor brand is admirable, it also has a tendency to lull the business owner into a false sense of security. Past success is not a valid reason to perpetuate a poor brand. Imagine an even greater success for your business in the future, with the proper branding in place.

The Realities of Budget Constraints

Given these economic times and struggles, we understand the importance of a budget and making that budget work hard for you, and not vice versa. And we understand the need for a website and collateral pieces to support your communication strategy. However, we don’t understand why so many clients want to put the cart before the horse and do the website and collateral pieces prior to creating the brand/logo. If you don’t have a strong brand, why invest in other advertising elements? Would you put up the slabs and framing prior to laying the foundation of a home?