Good morning! Hopefully by now you’ve had a chance to grab a cup of coffee, shake the sleep from your eyes and dig in to your daily to-do list. I know that list seems impossibly long sometimes, but hang in there. You’ll make it eventually!

Today marks the 9th part of our 10 part series on integrating your offline marketing campaign with your online/email marketing campaign and was inspired by a video I watched yesterday of a conference hosted by Tony Robbins. Most of you probably know the name. Business Mastery? If you don’t know who he is, check him out.

Are you pleasing the right people?

Anyway, I was listening to one of his guest speakers and he said something that struck me hard-to make a name for yourself you have to step on some toes. All right, so that wasn’t exactly how he phrased it, but this is a family friendly blog! Rated G, or at least PG-13. The point isn’t how he phrased it, although it did make me laugh. The point is, he was right.

“I don’t know the key to success, but the key to failure is trying to please everybody.”  Bill Cosby

Too often as marketers we believe that the secret to success is to make everyone happy. We bend over backwards trying to maintain our reputation, soothe hurt feelings to keep our good name and give away hundreds in freebies to curry favor with our customers. That’s all well and good, but when do you have time to build your image when you’re so busy living up to the image everyone wants you to have?

You can’t win a war without engaging in a skirmish or two!

Too often I see people whose online/email campaigns are full of life and zest, but their offline direct mail campaigns fall flat  on their faces as they fall all over themselves to be politically correct. Are you appealing to a different audience? Absolutely not! So why launch two totally different strategies to appeal to the exact same people?

I’m not saying you have to go out of your way to anyone that isn’t going to use your business. I’m just saying be true to yourself. Stay true to your goal in your online/email marketing and your offline marketing campaigns, and don’t be afraid to step on a few toes to get your point across, and you’ll have the momentum you need to launch your brand the way it deserves to be launched.

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What does it mean when someone tells you to choose an image for your business? Are they talking about a logo? The design of your lobby? The posters you’re going to hang around town? The way you hand out your presentation materials?

The answer is-yes.

Image is an ephemeral concept that’s going to prove to be very, very important to your business. Why? Because the way you’re viewed in the business world is the heart and soul of your company’s future. A trendy, upbeat image will attract customers and clients looking for a company that’s “in the now”. A conservative, traditional image will draw customers to you that are looking for the solidarity of an established institution.

It’s going to be up to you, as a business owner, to choose an image for your company. Do you want to be seen as a contemporary swinger? Or the personification of “old-school values”? Perhaps a combination of the two? Who is it you’re trying to reach?

Ahhh…who are you trying to reach? That’s the core of any successful company business. Everything about your company, from the

Are you looking for a metro image for your company, or something more "down home"?

design of your logos to the colors in your lobby and the presentation of your posters, should be built around the people you want to attract. For example, a company looking for a hip, metro image would work primarily with blacks and reds, opting for a stylish, smooth design. On the other hand, a children’s toy store would use lots of bright, primary colors, utilize cartoon characters and appeal to their consumers on a family oriented level.

What’s your image saying about you?

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Stay in the now with East Ridge Printing

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