Business, Business Ideas, Design, Marketing, Offline Marketing, Theory, Trade shows

Improve your ROI at Trade Shows with a Great Banner

Comments Off on Improve your ROI at Trade Shows with a Great Banner 28 June 2010

Vinyl Banners Work Best for Trade Shows

Vinyl Banners Work Best for Trade Shows

You’ve been looking for trade shows to present your product or service for months and finally secured a great spot where people will stop by and listen to your presentation. Trade shows are a great way to meet prospects and talk to them on an one-on-one basis.  A lot of great business connections are made at trade shows, and as long as you choose the right show to go to, you’ll have a good chance of getting the ROI you need.

I’ve been to great trade shows that attract a massive number of prospects to the show, but the booths are poorly designed and their message is cluttered and unintelligible. Fortunately for booths that have a clear and easy to understand message, these booths stand out from the rest and tend to get the majority of the leads compared to poorly designed booths with poor messages.

In this post, I will cover one aspect of attracting customers using banners for your trade show booth. Here are a few steps you want to take to make a great impression and attract more leads to your booth: Continue Reading

Advertising, Brochure Design, Copywriting, Marketing, Printing, Theory

Print Advertising is Alive and Well

Comments Off on Print Advertising is Alive and Well 27 June 2010

With the advent of the Internet and online advertising, I’m constantly hearing things such as ‘print is dead’ or ‘online advertising allows for more metrics.’

Although these claims might be convincing depending on the situation and the goal of the marketing campaign, print is still a valid and extremely powerful tool that we can use to spread brand awareness and market your particular products. As marketers in the past calculated ROI with promotional codes and a phone numbers on their print advertisements, we can still do the same to calculate the response rate. Furthermore, we can create special webpages for visitors of print advertising to visit and learn about your product or service.

Although we may see a day where all forms of books, magazines and newspapers are delivered digitally, whether it be though a computer, hand held device or displays that mimic today’s good old paper, a physical book, magazine or flyer still offers more tactile feedback than just staring at a monitor. We need to also consider the market we’re after. Are you after the techie market? If so, digital marketing methods could probably grab more attention. But on the other hand, it can be opposite because of newer generation Internet users may have developed a mental screen for digital advertising. If you’re after a market that has limited access or dislikes computing, print advertising may offer much higher ROI than that of digital delivery.

Until monitor technology and other forms of displays and paper alternatives see a significant improvement, you can bet that print advertising will prove to be effective.

Advertising, Brochure Design, Copywriting, Marketing, Offline Marketing, Theory

5 Tips to Keep in Mind When You Create Brochures

1 Comment 24 June 2010

A cluttered brochure design distracts the reader from the message

A cluttered brochure design distracts the reader from the message

Although the word ‘brochure’ is tossed around quite a bit, brochures can go a long way in branding, educating and marketing your intended prospects. Depending on your goal for the brochure, the strategies used should be different, but no matter what you want to convey with your brochure, you’ll need to catch the attention of the reader in order for the brochure to be effective.

Here’s a few quick tips to get you started on your brochure design.
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Advertising, Design, Image Editing, Theory

How to Seize the Readers Attention with Image Captions

2 Comments 02 January 2010

Improve reader retention by adding image captions

Improve reader retention by adding image captions

The Hierarchy of an Ad

The all time copywriting authority John Caples was a staunch proponent of researching the effectiveness of an advertisement. Over the years and all the data he had acquired with research, he came to the conclusion that most people look at advertisement in the following order:

  1. Image
  2. Image caption (The text explaining the image, usually placed right below the image)
  3. Headline (The text that stands out in size and styling)
  4. Copy (Main text of the advertisement)
  5. Information about the company (Address/Contact)

Seizing the Reader’s Attention

Unlike textbooks, people skim through advertisements at exceptionally high speeds, thus the battle to grab the attention of the reader is difficult to say the least. In the hunt for reader attention, images are still the most important portion of an ad and require careful choosing so the reader is able to easily digest the message and make them want to learn more by reading the copy. But between the image and copy lies an essential appetizer that stimulates the hunger of the reader from the image to main copy.


The Little Caption That Could

As we learned above from the research by Caples, image captions are great opportunities to not only explain the image, but to stimulate an eager want for the reader to continue on to the main copy. If the image is chosen wisely, much of your message will be understood immediately, but it’s never a bad idea to reinforce the image with a great description/copy and whet the appetite of the reader. Now that the image caption has prompted the reader to invest more into the advertisement, the odds are higher that they’ll their way into the main copy.

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