Category Archives: Business Tips
Because there were two girls named Kathy in Mrs. Dale’s kindergarten class, my mother agreed to let everyone call me Kathy Ann. The horror of it haunts me to this day.
Don’t get me wrong. Ann is a lovely name. Not only is it my middle name, but it’s the name of two of my favorite aunts. But my weak bladder, coupled with my classmates’ irritating ability to rhyme, produced a moniker that took me a long time to shake…Kathy Ann in the Can. Unfortunately, the nickname stuck until we moved to another school district when I was in sixth grade.
With people and business, for better or worse, branding happens. And it doesn’t take much to get people to react to an organization’s emblem. Take the controversial 2012 Olympic logo, created at a staggering cost of 400,000 pounds. The image drew fire from a group called Epilepsy Action, which said that a video promoting the logo triggers migraines, epileptic fits and vomiting. The International Olympic Committee is set to investigate the logo which politicians say is childish and “looks like Boris Johnson’s hair.”
Although causing people to puke is rarely the objective in professional trademark development, some believe there is no such thing as negative publicity. So, in that regard, the London Olympic logo designer’s efforts were successful.
A more conventional approach would be to create a logo that is:
- Instantly recognizable
Some famous logos that fill the bill include Google, Starbucks, Coca-Cola, Fed-Ex, and McDonalds, whose images you most likely pictured even as you read their names. The reason you recognize these brands, however, isn’t just because their logos are great. Superior products, excellent service and aggressive marketing help. Let’s face it, if your company sucks, coming up with an amazing image for it is lipstick on a pig.
But for a credible organization, finding the right symbol can mean the difference between obscurity and notoriety. This is especially true in the Internet age, where deep pockets to pay for full-color brochures and slick press packets are no longer necessary. Anyone with a computer and a low resolution, jpeg version of their logo can upload it everywhere from A1-Webmarks to Zaadz.com.
But commissioning a classic design can come at a hefty price. How do you to produce an iconic logo if you’re on a budget? Whatever the price point, you have several options:
If you have no money with which to build your brand, proceed with caution. Like it or not, the logo you choose today will be with your firm for years to come. Also, unless your business is graphic design or fine art, don’t buy do-it-yourself logo software in an ill-fated attempt to craft your own. Having access to a logo program won’t make you an artist any more than owning a calculator makes you a mathematician. Also, please don’t trust your nephew, sister-in-law or cousin to come up with a logo for you. Few well-meaning, artistic relatives understand marketing enough to craft your design in a way that will accurately represent your brand.
When money is tight, less is more. So try to find a nice, clean, clear font for your company name and quit while you’re ahead. Just use your company name as your logo until you can afford to hire someone for the job. Avoid the temptation to add clipart to the mix. Also, when choosing typeface, skip Script and Old English, unless you’re shooting for an Addams-Family vibe.
On a Budget—
I generally caution clients against ordering logos online. But, admittedly, some companies do a respectable job for under $200. If you decide to go this route, resist the urge to micromanage. You would be surprised how often entrepreneurs ask logo companies to place their company name inside of a blue and red oval, without realizing they like the look because they’ve seen it on cans of Bud Lite. If you go with an online design firm, ask for their input and trust their judgment or don’t hire them in the first place.
The Sky’s the Limit—
If you are in the enviable position of actually having money in your marketing budget, don’t skimp on the cornerstone of business communication. Find someone you trust and let them do what they do best so you can do what you do best. The right professional can help you define your unique sales proposition so your logo not only looks great and conveys your message to the intended target, but does so without inducing nausea.
Until next time, I’ll be Bowling for Business.
Queso Dip, made by combining Velveeta Cheese and canned Rotel tomatoes looked great on the television commercial. In fact, the ad convinced my husband and me that we should purchase the ingredients and serve along with chips for dinner. And that first bite was amazing.
But the problem with Velveeta is that no one actually knows what it is. The only thing everyone agrees about it is that it is no way related to actual cheese. Reading the nutrition information won’t help identify its contents. So don’t bother trying.
Whatever Velveeta is made from, it reverts to solid form as soon as it cools. So I can only guess what it does when it enters the human body. But I’m convinced it gains considerable mass and volume when it hits the stomach because, after only a few bites of the concoction, I felt like I had swallowed a bowling ball.
I share this cautionary tale because it demonstrates a phenomenon that advertising executives have long understood. Even though “objects at rest tend to stay at rest,” effective marketing can overcome Newton’s First Law of Motion by persuading prospective customers to get off of the couch, drive to the grocery store and spend money…even at the risk of making themselves sick.
So if your company could benefit from more business, stop sitting on the sidelines complaining about the game. While it is true the economy is basically in the toilet, people have never stopped spending money. They still need shelter, food and entertainment. Engaged couples still marry. Pregnant women still give birth. Employed individuals still take vacations.
- Americans spend an average of $16,895 on housing for every consumer unit (family) every year.
- We spend approximately $6,372 a year per person on food.
- According to Top Stock Analysts, the “average” American household spends more than $8,000 a year on goods and services it does not actually need.
- Market research done for the wedding industry reveals the average amount of money spent on a wedding in the U.S. in 2011 was $18,859.
- Wise Geek reports the estimated cost to raise a child from birth to the age of 18 is $200,000-$250,000 (not including college). Nevertheless, in 2012 in the United States, as of 3:30 PST on January 29, a total of 4,797,000 babies were born.
- In 2011, Americans spent an average $2,000 per family on vacations.
Whatever your product or service, someone somewhere is spending money on it. The trick is to find out where they are and convince them to spend their money with you. And you can do this regardless of your budget.
While you need a substantial advertising budget to run television promos like the manufacturers of RoTel or Velveeta, you can employ Newton’s Second Law of Motion (“Every object in a state of uniform motion tends to remain in that state of motion unless an external force is applied to it.”) even if you have no money whatsoever to spend on marketing. You just have to be willing to do some research and pound the pavement yourself to convince people they should take action.
Start by asking your best customers what they like to do and where they spend their time. Try not to pry. But don’t be afraid to get to know them. If you can figure out what current clients have in common, you won’t have to waste your time advertising to the wrong market. One of my clients wanted to start a cable television campaign. But rudimentary research revealed that none of his buyers watched public access TV.
On a Limited Budget—
If your advertising budget is limited, hone in on areas you can target on the cheap. You might be surprised to discover that guerrilla marketing techniques like standing at the right intersection holding a sign can generate more leads than a sophisticated, expensive campaign in the wrong location.
Once you’ve done the research, make the most of your money. Instead of creating an amateurish banner, leave artwork and production to professionals. If you must, you can cut costs by handing the sign yourself instead of hiring someone to handle the grunt work, but don’t make the costly mistake of hiring an amateur for design; your reputation depends on keeping a professional and consistent image in your marketing.
The Sky’s the Limit—
Find someone to partner with whose product or service compliments your own. ConAgra Foods (which owns RoTel) and Kraft (which owns Velveeta) increased market share and decreased advertising outlay when they came up with a joint marketing venture. Granted, Queso Dip can make you sick. But, as everyone knows: “For every action, there is an equal and opposite reaction.” So at least the companies figured out a way to put Newton’s Third Law of Motion in action.
Until next time, I’ll be Bowling for Business.