READ WORTHY
• Ten Powerful Marketing Tips for the Small Business
• Does Your Business Card Pass the Trash Test?
• Marketing: Surviving the Economic Downturn
MAC VS. PC
By Eric Miller, About.com
One of the most common ongoing debates in the computer world is "Mac vs. PC." Macs, produced by Apple, have often been used in the design world, with the PC (running the Windows operating system) dominating most of the business world.
Graphics, Color and Type
The handling of graphics, color and type is a significant portion of a graphic designer’s job. Because of Apple’s long history of being the “designer’s computer,” they have focused on improving their handling of colors and fonts, especially when going from screen and file to print. If you had to choose between a Mac and a PC on this factor alone, Apple has the edge. However, the same results can be achieved on a PC. For web design, neither wins out, though be sure to have access to both operating systems to test your sites across all platforms.
Mac vs. PC Software
As far as graphic design is concerned, there is no significant difference in the software available for the Mac or PC. All of the major applications, including the Adobe Creative Suite, are developed for both platforms. Because the Mac is often considered the designer’s computer, there are some handy tools and applications that are Mac-only. Overall, there is more software available for the PC, especially if you are focused on a particular industry, gaming or 3-D renderings (such as for architecture).
Ease of Use
Apple has clearly focused their operating system on ease of use, introducing new features with each release that improve the user experience. Their integration from application to application enables a clean workflow. While this is most apparent in their consumer applications such as iPhoto and iMovie, it continues through to professional tools and third-party products. While Microsoft has improved the user experience in the Windows operating system, I would give the edge to Apple on ease of use.
Mac vs. PC Conclusion
Generally, “Macs” are mentioned in the same sentence as “graphic design,” and rightfully so for their excellent graphics and font capabilities, and ease of use. The drawback of the Apple used to be the price, but if you do want a Mac and are tight on budget consider the “consumer” level iMac, which is powerful enough for graphic design tasks, or a refurbished model. In the end, especially when starting out, you will probably do just as well with a PC. With some smart shopping you can get a powerful one for less money than a Mac, and you will be using the same design software… your creativity, and not the cost of your computer, will determine the outcome of your work.
Ten Powerful Marketing Tips for the Small Business
By Ann Marie Rubertone, About.com
1. Print your best small ad on a postcard and mail it to prospects in your targeted market.
People read postcards when the message is brief. A small ad on a postcard can drive a high volume of traffic to your web site and generate a flood of sales leads for a very small cost.
2. No single marketing effort works all the time for every business, so rotate several marketing tactics and vary your approach.
Your customers tune out after awhile if you toot only one note. Not only that, YOU get bored. Marketing can be fun, so take advantage of the thousands of opportunities available for communicating your value to customers. But don't be arbitrary about your selection of a variety of marketing ploys. Plan carefully. Get feedback from customers and adapt your efforts accordingly.
3. Use buddy marketing to promote your business.
For example, if you send out brochures, you could include a leaflet and/or business card of another business, which had agreed to do the same for you. This gives you the chance to reach a whole new pool of potential customers.
4. Answer your phone differently.
Try announcing a special offer when you answer the phone. For example you could say, "Good morning, this is Ann Marie with Check It Out; ask me about my special marketing offer." The caller is compelled to ask about the offer. Sure, many companies have recorded messages that play when you're tied up in a queue, but who do you know that has a live message? I certainly haven't heard of anyone. Make sure your offer is aggressive and increase your caller's urgency by including a not-so-distant expiration date.
5. Stick It!
Use stickers, stamps and handwritten notes on all of your direct mail efforts and day-to-day business mail. Remember, when you put a sticker or handwritten message on the outside of an envelope, it has the impact of a miniature billboard. People read it first; however, the message should be short and concise so it can be read in less than 10 seconds.
6. Send a second offer to your customers immediately after they've purchased.
Your customer just purchased a sweater from your clothing shop. Send a handwritten note to your customer thanking them for their business and informing them that upon their return with "this note" they may take advantage of a private offer, such as 20% off their next purchase. To create urgency, remember to include an expiration date.
7. Newsletters
Did you know it costs six times more to make a sale to a new customer than to an existing one? You can use newsletters to focus your marketing on past customers. Keep costs down by sacrificing frequency and high production values. If printed newsletters are too expensive, consider an e-mail newsletter sent to people who subscribe at your Web site.
8. Seminars/Open House
Hosting an event is a great way to gain face time with key customers and prospects as well as get your company name circulating. With the right programming, you'll be rewarded with a nice turnout and media coverage. If it's a seminar, limit the attendance and charge a fee. A fee gives the impression of value. Free often connotes, whether intended or not, that attendees will have to endure a sales pitch.
9. Bartering
This is an excellent tool to promote your business and get others to use your product and services. You can trade your product for advertising space or for another company's product or service. This is especially helpful when two companies on limited budgets can exchange their services.
10. Mail Outs
Enclose your brochure, ad, flyer etc. in all your outgoing mail. It doesn't cost any additional postage and you'll be surprised at who could use what you're offering.
Does Your Business Card Pass the Trash Test?
By Darrell Zahorsky, About.com
Your business card is often the first impression a potential client has with your company. The business card design and message will ultimately determine whether it gets thrown in the trash or filed for contact later.
Reach in your wallet and pull out your business card to learn if your business card will pass the test or be trashed.
Size
Does your business card conform to the traditional size of 3.5" by 2"? Anything greater will not fit in wallets or most business card holders. End result trash.
Paper Quality
Is your business card design of professional quality or is it flimsy with perforated edges? Cheap cards are trashed.
Ink
Drop some liquid on your business card. If the ink runs, it's in the trash.
Color Test
Colorful cards can add to your professional image. Too much color can be detracting. Trash your card if it is black and white or has more than 3 colors unless it's a photograph.
Message Design
Your business card should clearly tell people what you do and offer a meaningful benefit. No message adds confusion so your card ends up in the trash.
Image Match
Your business card design should match your business image. If you're a designer, then the card should be creative. If your card is out of synch with your image, time to toss it.
Font Size
Is your card crammed with information? White space on the card will make it easier to absorb your message. If you have a lot to say, add it to the back of the business card. Is the print so tiny you have too squint to see it? This one is heading for the trash.
Contact Information
Your clients or potential clients should have as many means as possible to contact you based on their preference. Your business card design should include: voicemail, phone, fax, email, and website. Lack of contact information puts your card in the trash.
You only have one chance to make a great first impression. Make sure you invest in the best business card design you can afford. The business card is your introduction to a client, for the low cost per card that is money well spent.
Marketing: Surviving the Economic Downturn
By Laura Lake, About.com
It is true, we are now being faced with difficult economic times. This means it's even harder to get the attention of your consumer.
This week alone there were three advertising companies within my area that laid off workers. Is it because a major client pulled their marketing budget? Perhaps clients were not getting the results they desired. Fact is it's difficult in today's economy to come out ahead.
Whether you are an agency working for a major client or a small business trying to survive these difficult times today there has never been a more crucial time to know your consumer.
In an economic downturn you will see changes in three major areas. They include:
Budget Changes
Consumer Behavior
Market Changes
How will you respond to budget changes?
When it comes to budget changes companies typically pull their advertising and marketing budget. Truth is by doing this and reducing communication you are only affecting short term sales, which in return negatively affects profit. Are you sure this is the course of action that you want to take? While this may give short-term relief you will risk losing market share once the economy begins to stabilize and recovery begins. Consider learning to be more cost efficient rather than reducing budgets, in the long run it will save you money.
How will consumer behavior change?
We all know that consumer behavior changes during a recession and in return this affects your bottom line. Your audience will spend less and delay major purchases and even trade down to cheaper alternatives. However, not all consumers stop spending. They will in fact alter their habits to better fit their financial situations, but they will never stop spending. They will lean more into cheaper brands and alternatives for the duration of the slow economic times, but if you maintain brand loyalty they will aspire to regain the ability to purchase the stronger brands in the future.
They will continue to listen and watch for your communication to them. Your communication gears them to justify and stimulate a purchase. If you can develop a lower cost solution, this may just be the time to do so to help maintain that relationship through these difficult times. This will keep them loyal and help to cultivate a stronger relationship in the future.
The majority of larger brands continue to advertise during a recision and continue to see strong sales and revenue. Many of them do not do price cutting, but will develop alternatives that fit more in line with the consumers budget. Consumers are looking for loyalty not a one-night stand. Will you create a solution for them during this difficult time?
How to find market opportunity during this time?
It's true our market changes. We come head to head with price wars, stronger competition and less money in the market. There are however opportunities as well. Consider that media revenue deflates during a recessions which means this may be the time to make your product or service known without the high media expenditure. Your competitors will be cutting their budget spend therefore reducing activity, perhaps it's time to punch yours up and gain a larger market share. The price may just be right.