If you want your business to get in the market quickly, there are two quick and easy ways you can go. You can use full-page or even two-page spreads in the yellow pages, or you can spend a bucket-load of money on pay-per-click.
Quick and easy is NOT always the most effective way to go. Sometimes it is, in fact, the least effective. The yellow pages have been destroyed by search engines, and pay-per-click is a great way to waste huge amounts of money if it isn't properly maintained. If you still think the yellow pages need to be a part of your marketing budget, then put a separate phone number in the ad, so at least you can track what your easy, expensive dollars are getting you. The fact is, having a good web presence, printing great looking marketing materials, and using a marketing calendar to get your message out there in a targeted way provide a far better plan. Yes, that plan isn't quick and easy, but it can be affordable and effective... two very desirable things in marketing.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
I saw this story the other day. I'm not sure if it's true, but either way, it provides a good allegory for marketing.
One day, Karen Hughes, George W. Bush's top communications aide, was walking along a beach. She looked up and saw a small plane towing an advertising banner. It read: "Jill come back. I am miserable without you. Love, Jack." Her first thought: "Bad message, Jack. Too much about you, and not enough about her." What is your message? Is it all about you? Or is it about your (potential) customer? It's not that having a brochure that tells your customers everything you do is a bad thing, but it's a lot more attractive and desirable if that brochure comes from the point of view of meeting the customer's needs. Which sounds better? "We build 400 kinds of doors." Or: "We strive to understand your exact door needs, and with 400 types of doors in stock, we can usually find you something quickly and at the right price." Given the choice, I'll take door (pitch) number two every time.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
I saw this headline a few days ago: "Coke recipe still safely under lock and key in Atlanta." I clicked on it at once. When I went to read the article, I realized I'd been subject to link bait.Link baiting is (in part) when you create a headline that is SO AMAZING your potential fish get caught on your hook. They just can't help reading your article. In this case, it was the implication that Coke's 125-year-old, top-secret recipe had been revealed.
People forget just how important headlines are. I'm not just talking about social media either. If your monthly newsletter has boring headlines, then how do you expect to hook YOUR fish? Writing counts. It counts on Facebook, in your blog, on Twitter, and most certainly on your printing. Boring newsletters are, well, boring.
Let me make you this offer: I will rescue you from boring headlines. When you call me, we can write some amazing headlines together. I have the experience. You have the newletter. Let's get writing!
By the way, in case you're interested in reading more about the story that inspired this post (the security of Coke's secret recipe), here's a link to a Reuters' article detailing it all:
http://in.reuters.com/article/2011/02/15/idINIndia-54919420110215Joe Gass @ Heritage Print & Visual
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Being first to market is no guarantee you'll succeed. The business annals are littered with tales of cutting-edge companies that eventually lost out to newcomers who built a better mousetrap that redefined the game.
Google is a great case in point. By 1998, when Google burst on the scene, search engines and directories such as Yahoo!, AltaVista, Excite, Lycos, and AskJeeves were already firmly entrenched. Many people wondered why a new search engine was even necessary.
Then they tried Google. Using a proprietary algorithm to generate its search results, Google quickly gained a foothold and the loyalty of users frustrated by the other brands. Word spread, Google's popularity grew, and the rest, as they say, is history.
Today, Google powers more than two-thirds of all U.S. searches, according to the latest data from Experian Hitwise (February 2011). Yahoo! Search accounts for just a 15% market share, and many of the other search providers in existence when Google began have gone the way of the dinosaur.
Sure, many factors went into the success of Google as a brand, and Internet search is now just a part of what the company does.
But, generally speaking, what are some basic lessons we can all learn from Google and other Johnny-come-latelies who now dominate their fields (Facebook vs. MySpace, anyone)? Lots of things, really, but three really stick out in my mind....
1. Don't underestimate the competition.
2. Don't rest on your laurels.
3. Don't ignore the ever-evolving needs of your customers.
That's pretty sage advice for any company, no matter how big or small you might be.
22725 Washington Street, Leonardtown, Maryland  20650 *     301-475-1700     * www.heritageprinting.com
Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Appearances are critical in business... especially online. Your potential customers want to know if your website looks trustworthy. We've all heard the phrase "the appearance of impropriety." The last thing any of us wants is to have that phrase linked to our companies and their websites.
I saw a quote in Website Magazine that sums that feeling up pretty well. The author wrote, "People make snap decisions when they browse the Web. They look for the familiar and the trusted and are equally concerned about fraudulent websites and viruses. To maximize traffic to your website, you need to quickly establish credibility and trust for your company and stand out from your competitors."
I know a perfectly good company -- a home builder -- with a completely sketchy website. I KNOW these guys. They are upstanding, honest people who do a fair job. But their website plays strange music, things are disorganized, and you just get the feeling that they aren't 100% on the up and up. My best guess is that they lose business because of it.
Take a critical look at your website and some of the things you do. Do you use trust seals in search results? Do you provide customer testimonials, complete contact information, and a detailed "About Us" page? Is your information well-organized? Does your site look friendly, warm, and inviting? How do YOU show your potential customer that you are trustworthy on the web?
Joe Gass @ Heritage Printing & Graphics
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Many businesses create a Facebook profile (often referred to as a "fan page") and expect immediate results. While the potential for social media is great, it can't work magic by itself. Here are a few tips on how to optimize your Facebook marketing:
Give out coupons promoting an incentive for becoming a fan, such as an exclusive discount or free product. Continue to provide discounts and special offers available to fans only.
Run a contest to create interest. For example, post an intriguing question relevant to your business, and the first 10 people to respond receive a free gift card or desirable product.
Take photos during any live events you sponsor, load them to your Facebook page and encourage fans to tag themselves, which pushes out into their wall and friends' news feeds.
Offer a discussion-oriented approach where fans can ask questions and get answers from employees and other fans.
Manage your online reputation by professionally acknowledging and answering all comment posts â?? good or bad.
Secure a unique username (or vanity URL) that is short and memorable by using your brand name, company name, etc.
Promote your Facebook presence on your e-mail signature, business cards, brochures, letterhead, newsletters, postcards, at the bottom of receipts, etc.
Create Friend Lists to filter news feed stories and control who sees what information you publish. This may be useful to spread information to separate groups, including customers, prospects, colleagues, employees, competition, etc.
Embed Facebook social plug-ins on your website and blog with a title encouraging visitors to click the "like" button and become a Facebook fan.
Use Facebook Events to promote upcoming events and activities quickly without being intrusive.
Keep your site up to date by posting interesting industry news and announcements, questions, surveys, relevant informational links, etc. Just be careful not to post too frequently.
If you're looking for other ways to creatively promote your business, stop by anytime. Our creative experts are eager to help your business succeed!
Joe Gass @ Heritage Print & Visual
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
If you're looking for a convenient way to track web site updates or changes, check out free web services such as ChangeDetection.com or ChangeAlarm.com. Instead of wasting your time visiting a webpage over and over looking for updates, these free web services notify you of changes conveniently through e-mail updates.
If your site doesn't have an RSS feed, a change notification service is not only a great way to stay on top of postings on your own web site by visitors or contributors, but it also provides easy updates on pages that list things (such as classified ads, blogs, etc). Simply submit URLs that you want to monitor, and you will receive daily, weekly, or monthly e-mail notifications (you choose the frequency).
A change alert can also increase repeat traffic to your web site. For example, by placing a change alarm signup box on your site, you can allow visitors to be notified quickly of updates to your web pages, keeping them up-to-date on product sales or additions, as well as events and articles.
If your print materials could use a positive change, look to our team of experts to save you time and keep your marketing resources updated and fresh.
Joe Gass @ Heritage Print & Visual
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Because online shopping lacks face-to-face interaction, it can be challenging for businesses to build trust with online shoppers. Here are a few ways to help prospects and customers build trust in an online business:
Invest in a professional web design that is attractive and welcoming for visitors, just as you would a physical business. Focus on ease of use and site organization.
Increase rapport and top of mind awareness by publishing a regular newsletter. Consider a "product of the month" feature that includes a special promotion on this item.
Join a local organization such as a chamber of commerce, and consider becoming a part of a business trust program such as the Better Business Bureau (BBB) which can help you establish and maintain a positive track record in the marketplace.
Build credibility with a company branded e-mail address, such as NickJ@companyname.com rather than a free email account like Hotmail or Gmail. When responding to inquiries, always use an e-mail signature that includes your contact information, including your company's name, website, and telephone number.
Offer an interactive customer review section on your website and encourage customers to post comments about their experience with your business.
Introduce the people or history behind your online business in a "company profile" or "about us" section.
In addition to your e-mail address and phone numbers, provide a physical location (even one that customers may never visit) to ensure your business is real and legit.
If you'd like help creating supplemental print materials for your online business, check out our web site today! Our creative team can open an online window to new opportunities.
Joe Gass @ Heritage Print & Visual
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Gotta question? Or maybe an answer? It seems more and more social media sites are listening. LinkedIn has long had a LinkedIn Answers feature, where people can ask business-related questions and get answers from experts in the community. Facebook added Facebook Questions late last year, and Quora, a relatively new kid on the block, is based entirely on questions and answers from members of its growing community.
Question and answer features provide an excellent opportunity for finding information and for setting yourself apart as an expert in your field. On Quora, for example, members can view questions based on topic, follow specific topics that interest them to see what others are asking, follow specific questions to see new answers as they appear, and rate answers, so the best answers work their way to the top of the heap. The Quora website is built on a structure similar to Wikipedia and uses moderators to ensure content is appropriate.
Starting out on any new social site can be a bit daunting. Before asking a new question on Quora, Facebook Questions, or a similar website, look for similar questions that have already been posted. With thousands of questions in place on virtually every topic under the sun, don't be surprised if your question has already been asked and answered. As you become more familiar with the site, start answering questions that fit your area of expertise. Engage with other users who share your interests, and stay involved.
For more information about Quora, visit http://www.quora.com. To learn more about Facebook Questions, visit http://www.facebook.com/questions/. And to join the conversation at LinkedIn, go to http://www.LinkedIn.com/answers/.
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Joe Gass @ Heritage Print & Visual
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Google may be the world's most popular search engine, but it's also a digital Swiss army knife. In addtion to traditional searching, here are 10 lesser-known uses for Google search:
World clock. Find the time in any city by typing "time " and the city name, city and state, zip code, or city and country (e.g., "time New York City"). Google will tell you the current time in that city.
Dictionary. Type "define: " and the term you wish to define (e.g., "define: monarchy"). Google will give you a list of definitions from a variety of online sources.
Currency converter. Enter the amount you'd like to convert and the two currency types to convert to/from. For example, "345 USD to CAD" will show you the Canadian dollar equivalency to 345 US dollars.
Calculator. Enter a mathematical problem to calculate (e.g. "3*2+(9sqared)"), and Google will give you the answer (e.g. "87").
Weather. Find the current weather conditions and forecast for many major cities worldwide by simply typing "weather " and the name of the city, city and state, zip code, or city and country (e.g. "weather Houston, TX" or "weather 90036") in the Google search bar.
Flight tracking. Enter the airline and flight number (e.g. "american airlines 18") to see if it is arriving/departing on time or is delayed.
Package tracking. Enter a UPS, FedEx, or USPS tracking number into the Google search bar, and Google will tell you the status of the package in question.
Stock quotes. Enter a stock ticker symbol (e.g. "AAPL") to see that stock's current trading value and information about its fluctuation for the day.
Unit converter. Not sure how many cups are in a gallon? Google can tell you. Enter your query (e.g. "cups per gallon"), and Google will do the rest (e.g. "1 US gallon = 16 US cups").
Sunrise/sunset times. Want to know when the sun will rise in Singapore? Just enter "sunrise " or "sunset " followed by the name of the city (e.g. "sunrise Singapore") in the Google search bar, and Google will let you know not only the time, but also how long from now the sunrise/sunset in question will occur.
For even more search tips like these, visit http://www.google.com/intl/en/help/features.html.
Joe Gass @ Heritage Print & Visual
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
