RFD

If you are thinking of starting up your own business or need advice on how to get the most out of creating your brand, logo, stationery, website or exhibition, here are a few tips worth considering:

Software choice:

Most Small, Medium Enterprises (SME’s) and Business Start ups opt for Word and Publisher packages to do their internal.

Beware!

Although Word files can be used for the purposes of printing externally, Printing companies recommend that you use upgraded software, which allows you the capability to produce PDFs from the files you have written. Speak to your IT company about how this can be obtained through Microsoft Word.

The advantages of having this facility are:

A) If you are trying to use a coloured background, you need to allow for bleed, which means that you must create an extra 2mm all around your image area, so that no white lines appear on the edge of the paper when it is cut.

B) When creating external files for printing, it is necessary for your pictures to be converted to the correct mode and this additional software will allow you to convert your picture from the default colour mode (RGB) to the correct printing mode (CMYK).

Publisher is a full colour package, which in basic terms means that colours like black are difficult to separate out when printing single colour leaflets. The other problem that occurs is that it is very difficult to collect all the fonts and all the pictures that have been created in the file, which means that when jobs are submitted to Printing companies, there is no facility to track what is needed within the job.  
Therefore, it is recommended that Word, text files are submitted as an alternative to using this package, to avoid this happening.

Logos and Stationery:

• Make sure your logo communicates the right message.

• Not only should it look appealing, but it is important that it conveys the message you want to convey about your company.

• The choice you make will determine how your prospects and suppliers view your business. For example, traditional logos may work for some companies but not for others. Also think about the colours you choose - do they transfer to black and white (Greyscale/monochrome) when faxing or creating black and white adverts?

• Do not us capitals when using script typefaces.

• Do not mix too many typefaces together as it looks unprofessional and confusing.

• Make sure your design can be reduced in size so that it works small as well as full size.

• Make sure your logo will transfer when using photocopy or fax. Test it to make sure it doesn't just look like a black blob.

• Use paper that is reasonable in weight. A feel of a paper is important for creating the right impression.

• Always order more business cards than you require. You will be surprised how many you go through when you have them. We suggest a minimum of 1,000 (1K) if you are just starting up your business.

• Make sure your business card communicates what you do. Spell it out. Your prospects may forget what you do unless you ensure your business card describes your services or products. Highlight your USP (Unique Selling Point) which differentiates from your competitors.

• Include all your qualifications and memberships - as this adds credibility to what your are offering.

Leaflets, Brochures and Promotional Literature

Budget:
Your first consideration should be what you require and what budget you have to spend.  You may have to compromise on what you require and what you can afford, so it important to formulate a marketing strategy, before deciding on your required collateral.
Take your time, to analyse what will work best for your company before committing to larger budgets and costs.
It is better to ensure that your marketing collateral has professional feel. so take the time to ensure that what you produce is polished.

Strategy: Advertising:

Websites
A website is your most effective medium of advertising.  In today’s market place, having an online brochure, is the most effective way of bringing in new business and cutting down on advertising costs. 

The reason for creating a website has a number of benefits, which are as follows:

• It creates credibility
• It allows you to explain in detail what your company offer
• It gives you the flexibility to change information when it is required, without additional cost
• It gives you an online presence
• It generates extra revenue by search engine optimisation (SEO). This works by adding specific words describing the products and services you offer, which are picked up by search engines such as Google, when prospects are looking for key services and products.
• The opportunity to create eMarketing campaigns for people who subscribe, which can be updated on a regular basis.  This can be in the form of a newsletter sent out periodically.

Advertisements:

Along with creating your website, it is also important to consider how you can publicise what you have to offer and a good way to do this would be in the form of a leaflet, postcard and any other print materials.

When advertising, it is better to spend money on a repeat advert that is reproduced 3 or 4 times than one large one that is only seen once. This is because your message is not always seen.  If you advertise regularly, it increases the chances of a response, but equally reinforce your message so that a response is more likely

Similarly, when you distribute leaflets, it is far better to target a specific area (geographically or your target audience) by sending out 1,000 or 2,000 and then repeating the process at regular intervals.  Receivers of your communication may require a few 'reminders' before your message is registered and acted upon.  There is a difference between blanket advertising – which is when you send out your materials to an unnamed recipient.  Success rates are much lower and you should expect a success rate of between 0.5 – 1% return.  However, if you use a database, where your message will be received personally, your chances will increase greatly and it maybe necessary to communicate that you will be sending materials that could benefit their company.  This would increase your chances of success.

Content:

If you do not have appropriate pictures, it is always best to search in photo libraries rather than from the internet. In some cases there are copyright laws where you must get permission for usage.

Using pictures from websites: The size you need for printing needs to be at least twice what you view on screen. The reason for this is that most pictures uploaded to the internet are 72dpi (dots per inch) but need to be at least 150dpi for printing purposes (which is twice the size).

Pictures from the internet use RGB which is the wrong format for printing. Pictures require conversion to CMYK (full colour process) or Greyscale in order to use for printing successfully. Pictures used incorrectly result in insipid colour.
Make use of your second page: If you print leaflets, utilise both sides of the sheet as it will not cost you much more to do so.

Exhibitions:

The 3 second rule:
It is generally understood that you only have 3-10 seconds to capture your audience, so it is important that your message is clear and simple.
• A good quality picture is always better than a few small ones.
• Use bullet points in concise sentences, rather than large paragraphs which people are less likely to read, unless they are already on the stand.
Stands are often viewed from a distance so the point size of text needs to be big enough to read.
• Don't try blowing up small pictures from the internet or pictures you may have used on a postcard. This is why you see 'pixilation' where there is not enough memory in the original file to cope with big enlargements.• The image you portray is crucial and there is no point spending money on a stand space if you do not dress is adequately.
• Sometimes it is what you don't do that is significant. Think about the size of space you require because you may not be able to put enough graphics in the space to make it appealing.
• Think about your position and how people approach your stand. Is it positioned in a corner or approached head on? Do people walk up the isle from either direction? Is your stand open or closed from one side? These points will determine the positioning of your exhibition graphics and where to create a focal point.