Alphagraphics blog

Archive: January 2012

Consistently Communicating Your Brand

As our world has evolved and our communications paradigm has not just shifted, but rather completely transformed, it is more important than ever to take a holistic approach to all of your customer-facing interactions. When you are creating your sales and marketing plans, which are key to your branding and identity, where does the role of public relations fit in?  For many businesses, it is thought of as a unique part of the marketing mix—a few press releases to announce charitable contributions, new business openings, new hires—the expected items that you should, well, send a press release about, right? (more…) Read article →

Event Marketing Your Business

Hosting an event for your customers can seem like a daunting task.  Themes, prospect lists, invites, promotions… not to mention giving them something worth showing up for!  But in spite of all the planning and effort involved, event marketing can be the perfect way to improve customer retention, while teaching clients a little bit more about your business and the ways you can help them succeed. (more…) Read article →

Do You Know Your Target Market?

We all want to grow our businesses, but how do you go about it? Whether targeting a specific industry, or a specific demographic, what is the best way to get noticed?  Simply put: identify their PAIN points! People and businesses respond to marketing that helps them alleviate their pains.  Just as you go to the doctor to heal your ailments, your marketing should seek to heal your clients’. Step 1: Figure out your target audience. It sounds easy to do, but narrowing down your target audience is not always as simple as you think. There are many factors involved in list building, including business size, gender, (more…) Read article →

Are You Delivering on Your Brand Promise?

A brand promise is the single thing that customers can expect your company to deliver each time they do business with you.  Your ability to deliver that promise is what creates brand believers, advocates, and hopefully, evangelists. It’s gotten to be a bit of a game in my office--a game that I play by myself during the lunch hour 2-3 times a week.  I go online and order a sandwich, Diet Coke and chips from Jimmy Johns and see how long it takes from the time I hit submit to the time it’s delivered to our front desk.  The record is 5 minutes… the longest is 8 minutes. (more…) Read article →

Combining Online and Offline to Strengthen the Brand

Integrating your SEO and other online efforts with the strong branding of your printed materials to present a unified message across both channels is one of the best ways to increase your reach and build a positive ROI. Customer expectations have changed a lot over the years, and reaching them with a strong, branded message requires a much more integrated approach than it once did. There are several channels that a company can employ to stand out from the competition and attract new customers, and even small businesses can present their brand and reach new customers with a clear and professional marketing message. (more…) Read article →

Customer Service Thoughts

Because exceptional customer service is a personal passion of mine, I am always analyzing, critiquing and even judging the customer service I receive or witness others around me receiving. I had the opportunity the other day, whilst standing in line at a gas station, to witness some very sad service provided by the gas station attendant to another customer. The customer came up to the counter holding a cup of coffee. He mentioned to the attendant that the coffee was extremely hot and that it had burned his hand while attempting to put a lid on the cup. Without even batting an eye the attendant said, and I quote, “yeah it is really hot — just put some ice in it.” (more…) Read article →

Beating the Odds

"Doing business without advertising is similar to winking at a girl in the dark. You know what you are doing, but nobody else does." - Steuart Henderson Britt

We have all heard the saying that “small businesses are the engine to the American economy.” I do agree with this statement, however, as an entrepreneur looking at starting a new venture, there are some intimidating stats staring you in the face. For example, a few of the failure rates for new startups are: (more…) Read article →