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Kaye Z. Marks's Articles in Marketing

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  • 3 Offline Advertising Techniques That Work
    Many marketers these days have changed their focus from offline marketing to online marketing. But leaving offline opportunities is a big mistake. Offline marketing strategies are generally more personal, and if you’re more personal with people, they’ll feel like they know you and will be more apt to buy your products or services.
  • 5 Ways to Enhance Your Brochures
    Many business owners fret every time they turn over their brochure printing project to get printed. They worry about whether they designed the brochure right, or whether they used enough images. They are concerned about how the pictures and fonts will look on the finished products.
  • A Smaller Target Leads to Bigger Success
    Many small businesses make the mistake of trying to be everything for everyone. They try to market themselves as the solution to every consumer’s need. Their advertising reflects this, as they have their business card printing and postcard printing done in a cluttered, haphazard style, trying to fit all the information they can onto those small pieces of literature.
  • Advertising: Do not just Do It, Make It Work!
    Advertising they say is a necessary evil. They say that it is just a waste of dollars so some view it as something that is not important at all. Know what? They are mistaken.
  • Anticipation is Your Best Business Buddy
    If you are starting a business, one of the most effective advertising techniques you can use is what is called “anticipation marketing”. This is the technique of getting customers’ attention without telling them what you are all about. You see it all the time in television and at the movies.
  • Are You a Specialist?
    The temptation is always there to get into as many parts of the marketplace as you can. All that business is out there waiting for you to snap it up if you make sure your company performs as many functions as possible.
  • Are You Barking Up The Right Tree?
    If you want to spend a lot of your budget on your marketing campaign and get minimal results, then you would probably want to try mass marketing. But if you want to have a more effective, less costly, and yet get better results with your color printing ad, then you’re better off advertising to a niche market.
  • Avoid These Missteps in Your Ads
    Today's small business owner has many avenues to get the word out about their product. Tried and true techniques like utilizing color printing for targeted direct mail campaigns are still quite popular.
  • Basic Information about Printing
    Most businesspeople do not know much about the fine art of printing. They simple design their advertising literature, and send it off to their commercial printer, where they will work their magic and produce the amazing results. However, it is a good idea to get a good grasp of the basics of printing, because doing so can help you make better designs for your marketing materials.
  • Basic Terms for Color Printing
    There are many resources for learning how to use color in posters, brochures, or any other type of marketing materials. The only problem is that these resources cannot help you if you do not know the terms. Below are some of the most common color printing terms you need to know.
  • Beyond the Fad
    Brochures are an old standby of print advertising and color printing. They’ve endured the test of time, but sometimes they get overlooked in the rush to hop on the latest marketing bandwagon. Some will say that brochures just aren’t as hip and sexy as their online oriented alternatives.
  • Break Free from Cliches
    When doing your marketing tool, do not ever think that clichés can get you the results you expect. This is just one of the biggest hoaxes in marketing. Including clichés in your ad copy is like that, a cliché.
  • Breaking Free from Using Clichés
    Bear with me for a moment, and read the following four lines. Then I will get to the point of this article.
  • Bright and Unconventional Color Printing Advertising Techniques
    Nowadays, there are a lot of innovative ways to advertise especially with the advent of the digital technology. As a matter of fact, most of the marketing strategies engage the use of the Internet to reach out to their target clients.
  • Bring Your Company to Life with Color
    Your Company Has A Personality All Its Own

    Just as with people, each company has its own personality. Some companies are exciting, whereas others are boring. From your web site to the logo on your physical color printing, each aspect of your marketing strategy contributes to formulation of the corporate personality.
  • Building a Working Relationship with Your Printer
    The world of business can be broken down into relationships. Ultimately, it comes down to the relationship between a customer and the business providing a product or service. Within each business, are even more relationships.
  • Building an Identity
    Being successful in your chosen field depends largely on the image you have. If you were able to build an identity that speaks of hard core professionalism and expertise, then you would definitely stay in your business for many years to come.
  • Building an Identity
    Being successful in your chosen field depends largely on the image you have. If you were able to build an identity that speaks of hard core professionalism and expertise, then you would definitely stay in your business for many years to come.
  • Building Your Startup Business
    What is the key to most successful businesses? Marketing. After all, you can have the best product in the world, but if no one hears about it, it is not going to matter. Unfortunately, not everyone can afford to put a 30 second spot on the Super Bowl. That is where commercial color printing comes in to play.
  • Building Your Startup Business
    What is the key to most successful businesses? Marketing. After all, you can have the best product in the world, but if no one hears about it, it is not going to matter. Unfortunately, not everyone can afford to put a 30 second spot on the Super Bowl. That is where commercial color printing comes in to play.
  • Catalog Printing for a Low Budget
    Anyone who has ever produced catalogs knows what a major task and expense it can be. Costs can begin to go up easily if you are faced with a decision that needs to be made quickly. Avoid an escalating budget by planning ahead of time ways to cut costs yet retain professional catalog printing results.
  • Choosing A Commercial Printer
    The most important decision you are going to make as a marketer is to choose the right printer for your project. Whether it is a professional commercial color printing company with the most expensive rates, or the guy around the corner that provides instant printing, your ad’s success depends a lot on your commercial color printer.
  • Color Printing on Colored Paper
    When you design a brochure or other marketing piece with color printing in mind, you usually don’t think much about the background of the paper, right? You’ve probably assumed you’ll be using white or an off-white color to best show your colors. When you print on white paper, you know what you’re going to get. But white paper stock is not always the best choice.
  • Color Printing, Defined
    When you need a commercial printer for your marketing collateral, it is but natural that your printing house would ask you a lot of questions about your requirements. Moreover, sometimes it can be difficult to answer most of them questions if you are not familiar with the words. In addition, most of the time, the terms can be a bit confusing for a nonprofessional like yourself.
  • Color Printing: RGB and CMYK
    Color is color, right? Wrong! Depending on your application and use, there are two main color referencing formats you will come across: RGB and CMYK. These two color formats are for completely different uses, but the result of the two formats is the same to our eyes.
  • Color Trends for 2008
    Designers should always know what colors are popular – and which are about to become popular. Color permeates every aspect of a designer’s life. Every brochure, logo, and website that a designer works on must have the right colors, used in the right ways. Without a firm knowledge of the current trends in color, a designer can quickly be placed on the back burner of the design world.
  • Color Your Way to Success
    Building a successful business is no piece of cake. It takes a lot of planning, re-planning, and a whole lot of hard work to get it off the ground. Then, once you think your business is going to survive, you still have to build it up some more and expand it.
  • Compassionate Designing
    Designing your marketing materials is all about enhancing that passion, not only to make a superior design, but to serve your clients and users well by creating a design that they really need and demand. With your postcard marketing design, for example, it is all about valuing your users and clients’ experiences and opinions as something useful and helpful in creating your design.
  • Copy Critical in Ad Campaign
    Most people assume that effective advertising is based on the actual size of the advertisement and its flashiness. While these do help get your ad noticed, the actual copy and words that make up an ad are critical.
  • Create an Eye-Catching Hook for Your Print Ads
    When people see a print ad, they usually take two seconds to evaluate it before they decide whether they’re interested in learning more. This means you need to create a great hook to pull people in to your ad. The best way to hook people is with a great image.
  • Creating Ads that Appeal to Most Cultures
    Nowadays, with globalization and all, getting your business to cross can mean a better future for your company.
  • Creating Brochures That Speak For You
    Many times, when potential clients look at your brochure, they do not know you very well. This is their first impression of your company and your products or services. They are looking for information on how you can help them. Therefore, your business brochures should speak for you.
  • Creative Business Card Ideas
    Sometimes a plain white business card just won’t do. If you are in a creative field, like art, you can be more adventurous with your business card design. You would expect a graphic design business card to be more creative than a lawyer business card.
  • Cross Promotions and Freebies
    How many times have you been approached by someone offering a free gift or a special discount when you buy a certain product? They might offer you a nice bowl with the purchase of an expensive set of knives. Or they might entice you to buy a bigger box of cereals for you to avail of a free gallon of milk.
  • Designing Your Company’s Success
    Developing brand identity is a vital part of succeeding in the business world. Your goal, of course, is to generate an identity that is instantly recognizable to customers, and leads them to investigate your company to fill their needs.
  • Developing Your Sales Message
    No matter how good your advertising materials are, you still need to have a personal message that you can convey to customers. There is still no better way to make a sale than with some good old fashioned conversation. Brochures and fancy ads alone will not cut it.
  • Digital Design to Print Design Challenges
    Colors display on computer monitors very differently than they display on paper. But color printing is vital for businesses of all sizes in today’s competitive market. With the importance of branding and corporate identities, translating your logos and color schemes accurately from digital design to print design can be a significant challenge.
  • Digital Design to Print Design Challenges
    Colors display on computer monitors very differently than they display on paper. But color printing is vital for businesses of all sizes in today’s competitive market. With the importance of branding and corporate identities, translating your logos and color schemes accurately from digital design to print design can be a significant challenge.
  • Do not Go for Just One
    As it stands right now there are four distinct forms of marketing. The first is color printing, the second is television commercials, the third is radio, and the fourth is the internet. Each one has a unique nature that separates it from the others, and you really can’t compare them very well given how different each one is.
  • Do Not Let the Competition Scare You Away
    Even if you don’t know much of anything about video games I’m guessing you’ve probably at least heard in passing the name World of Warcaft. The level of success this game has managed to achieve is something that has drawn a lot of attention of the years.
  • Do’s and Don’ts for Effective Advertising
    There are so many ways to advertise these days that it is hard to know what options to use and how to use them. Here are some quick and easy tips to effectively advertise your business or product.
  • Engaging Your Customers
    If you have ever had any interest at all in opening your own business, you are probably familiar with the term “it’s all about your customers”. That term, and many like it, is constantly drilled into the minds of all prospective businesspeople and entrepreneurs. Listen to your customers. Follow the customer’s lead. The customer is the boss. If the customer is not happy, no one is happy. And so on, on, and on….
  • Enjoy the Benefits of a Strong Partnership
    For most businesses there is going to be a busy time of the year and a slow time. There might be multiple patches of busy moments along with a handful of slow periods as well, but it’s unlikely that you’re going to be going strong at every single point in the year.
  • Event Planning: Getting All Your Seats Filled
    Your company decides to hold a big event. You need to get fifty seats filled, hundred, or five hundred. You are given the task of getting those seats full of people, and so you sit down and start to strategize on how you can go about doing it. Here are some tips for figuring out the best ways to get the job done.
  • Find the Right Balance in Logo Creation
    In a business, logo creation is as crucial as setting up a business plan. It is not as easy as going to a designer and having him create a cool, modern symbol with a ripped off tagline. Unfortunately, it goes beyond “cool”. It goes beyond what you think is the hype. Instead, it requires a deeper understanding of your business, how it can be best represented, the overall impression it leaves on its viewers and if it is sticky enough to be retained in the minds of your market.
  • Five Ways to Better Market to Women
    Although women are not always the shoppers of the house in the 21st century, they still do the majority of consumer spending in America. Every company should know how to target its product to women. Not doing so would be a monumental mistake.
  • Forming The Circle Of Trust (And Benefits)
    Networking is part and parcel of having a business. It is the process by which you meet not only potential clients but more importantly, colleagues and partners to help you grow your business.
  • Get a Sampling of the Marketing Field
    If you’re going to jump into something you want to know exactly what you’re going to be getting into, right?
  • Get Better Response: Say the Words Your Clients Want to Hear
    Even with the most engaging design and brilliant colors done by the most expensive commercial printing company, your promotional materials will not be able to do you any good when it comes to getting any sales if all they get to do is to attract. More than attract the attention of your target readers, your marketing collaterals need to produce sales fast.
  • Getting Into the Market
    One of the biggest jobs for the new business owner is getting your name out on the marketplace. Given how full of other businesses and competition the market will be, you need to take the necessary steps to know exactly what goes into a great entrance.
  • Getting To Know Your File Formats
    Before you go out and send your ad to your color printing company, it is appropriate for you to know about things such as graphics file formats, vectors, bitmaps, and formats and software you can use to help you create your ad campaign.
  • Give Them Something New
    People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they’re able to. Why take a chance with a company you’ve never dealt with if you know that the company you’re currently shopping at does everything you want it to?
  • Great Promotional Items
    If you plan on giving away items to help promote your company, you need to be aware of just what kinds of items there are to give away, and what categories they fall in.
  • Helping Others Can Truly Help Your Company
    Early August is almost here and the anticipation of the upcoming Olympic Games in Beijing is steadily increasing. As hopeful spectator’s eyes turn expectantly toward China, their eyes will also be taking in the ads of the Olympic corporate sponsors.
  • How Cross Promotion Can Work For You
    Cross promotion is actually the thing nowadays, especially if you are a small business working on a limited budget for your marketing campaign. With cross promotions, you are able to become a David ready to slay your Goliath…with the help of credible friends and associates who are also Davids just like yourself.
  • How Free Can Make Marketing Professionals Happy
    In addition to printed advertising strategies such as your posters, brochures, business cards, flyers and pamphlets, one of the best modes of promoting your products and services is through public relations. When done right, along with advertising campaigns that involve poster printing, public relations can help you boost your income by thousands of dollars in a few weeks’ time along with your printed poster campaign.
  • How Loyalty Pays Off With Your Printer
    When choosing your commercial color printing company to do your printing job for you, it takes a lot of time, effort and energy on your part to find the right one. In fact, it is not easy to shop around and compare one printer to the next just so you get the best one that can provide you the kind of service you need.
  • How to Be Unbiased in Brand Planning
    When it comes to advertising your business, you have to set your personal preferences aside in order to make decisions that are right for your business. Although in some ways your personality is a reflection of your business, you do not want to make it so overwhelming that your advertising campaign fails to bring the results you expect.
  • How to Break through Your Customer’s Doubts
    Expert marketers and sales people know that product resistance is often part and parcel of selling your products and services. It may be because of a particular concern on the product that’s preventing your prospective customers to buy from you.
  • How to Decide On Collateral That Works For You
    Marketing your products and services is one of the most valuable tools you can have to help you increase your sales. When promoting your business you need to have four factors to be successful: attract the attention of your target audience, stir up their interest, and kindle the desire to have your product, and finally get them to act on your offer.
  • How to Do Empathetic Designing
    Let us say you are a designer. Your task is to create the designs for a postcard marketing strategy that is going to involve direct mailing. You consider yourself an expert in the field. You think you know exactly what people want.
  • How to Do Empathetic Designing
    Let us say you are a designer. Your task is to create the designs for a postcard marketing strategy that is going to involve direct mailing. You consider yourself an expert in the field. You think you know exactly what people want.
  • How to Implement Your Marketing Strategies
    Researching the latest and greatest ways to implement effective marketing strategies is usually not the problem when it comes to failed marketing campaigns. The actual implementation itself is generally what holds people up.
  • How to License an Idea
    Maybe you are the creative type that comes up with great ideas, but you do not have a clue on how to run a business. Alternatively, maybe you would just rather think of great ideas than implement them. Either way, licensing your idea is a great method to be paid for your invention ideas.
  • How to Make Testimonials Shine
    The question here isn’t whether or not testimonials work. Almost nothing else can improve any form of commercial printing as much as the testimonial. Here is someone’s word explaining to people how satisfied they were by your company, and hearing a compliment from a neutral party is always going to look better than listening to a company compliment themselves.
  • How to Market With Suspense the Right Way
    One of the ways a promotional campaign can become effective is if consumers are actually waiting for your product and service to be launched in the market. This is called “anticipation marketing”. It is building your new product or service to the public by getting them hooked with curiosity. It starts from pre-announcement up to the time your product or service is launched.
  • How to Market Your Small Business
    The first step to small business marketing is to identify and exploit the differences between you and your competitors. Once you do that, you need to communicate these differences and the benefits of customers choosing you over the competition with your marketing materials.
  • How to Print Business Cards
    So you’ve got your new business up and running, the customers are starting to call, but you really need some basic marketing tools, such as business cards, that you can give away to customers. You’re busy running a business, so you just want to print business cards and get it over with fast.
  • How to Set the Price for your Design Services
    One of the most difficult questions for a graphic designer to answer is, “How much will it cost to design my logo?” It is hard to answer because, usually, the designer has no idea how much to charge. How much is the ability to design an attractive and impressive logo worth? Is there really a way to quantify it?
  • Improve Your Presentation
    The sales presentation can be the backbone of a strong marketing push, and can do wonders to help push sales, but a presentation isn’t always the easiest thing to do successfully. You have to really engage people and send out a strong message people want to listen to.
  • Irritating Ads - Good, Bad or Ugly?
    I am sure you can think of an irritating television ad. You have probably even been angry that its annoying jingle or phrase is stuck in your head all day. To marketers, what critics and consumers focus on as “bad” advertising really is not bad in most cases. If the advertising gets people into stores or leads more traffic to Web sites, it is all good advertising. It does not matter if people like it; it matters if people remember it.
  • Keep Up With Your In-Store Marketing
    A very important and effective form of marketing is the in-store marketing. This extends to everything within your store that will encourage people to buy something. Whether this is using color printing to put up some banners directly advertising a product, or specifically positioning certain end caps to best display a new product, it is all designed to get people interesting in buying.
  • Keep Your Message Simple and Focused
    When it comes to advertising like postcards and posters, it’s easy to make sure that the message you’re focusing on is short and to the point. With these forms of marketing you just don’t have room to have it be much else, which is why companies are typically good at staying on topic.
  • Keeping a Professional Attitude in Your Career
    I am a full-time freelance writer, and I take my work very seriously. However, it took a while before I learned how important it is to remain professional, even though my “job” is quite informal.
  • Keeping Constant Market Contact to Strengthen your Brand
    Continuity. Business continuity. Contact continuity.

    If you look it up, continuity means constant chain of sequence. In marketing, it means continuous chain of your marketing campaign throughout the whole year.
  • Know about the Commercial Printing Guide
    When you want to print brochures, flyers and other marketing materials, you might think it’s best to try to save money by printing them yourself.
  • Know What Questions to Ask
    Question are always good at getting people into your advertisements, but only if you ask the right kind of question, and to do that you need to know what types of questions there are.
  • Knowing the Limits on Ad Designs
    The advice on design I’m about to give applies to any kind of advertisements, no matter what style it is. It doesn’t matter if you prefer brochures, the simple business card, or a large poster as the centerpiece of your commercial printing, there are still common design elements that all of these greatly varying forms of advertising share.
  • Let Your Personality Shine Through
    For the small business owner, every little thing is going to count.

    You have to be aware of every opportunity for effectively marketing yourself and your company. If you don’t have the budget for the huge marketing campaigns it makes the little forms of marketing even more important.
  • Logo Creation: A Reflection Of Your Business
    Your logo is one of the most important elements you have to promote your business. Your logo is so important that it is no surprise that you have it almost everywhere – your letterhead, website, your print ads using commercial color printing process, your business cards. In fact, if you want to promote brand recognition, you’d surely have your logo to reach out to your clients, prospects, other vendors, and most especially the media.
  • Look to the Future
    Marketing isn’t really about what’s going on in the moment. A truly effective form of marketing is going to be focused far more on the future than what is right in front of you at this moment. Your color printing should be done with the future in mind and how this is going to affect you in the long run.
  • Make Your Brochures Effective
    Why spend the money on something unless you know it is going to be a success?

    Brochures are a form of advertising that can be particularly time consuming. Beyond just the costs, taking care of the designs, writing, layout, and pictures, along with all sorts of other details lends to a very time hungry advertisement. Because of the time invested, you want to make sure that the final product is the best it can possibly be.
  • Make Yourself Stand Out
    Take a moment to think about all the different kinds of advertisements you’ve seen over the years. This will obviously include the champions of the advertising world like brochures, postcards, and so on.
  • Making Your Business Card
    Business cards are an essential part of every businessperson’s arsenal. You have to have a business card ready to hand to anyone who might be a potential customer. Ideally, each business card will bring you an extra sale (or ten). However, that will only happen if your business card is effective, and it can only be effective if you make it better than the zillions of others out there.
  • Making Your Letterhead Look Good
    When a small business owner thinks of the essential items that they need, many of them forget about the letterhead. Others simply overlook the importance of the letterhead. But a company’s letterhead is truly an essential piece to their business identity. It sets the stage for everything else that follows. Almost every piece of advertising literature that the company produces will feature its letterhead, which continually reinforces its importance.
  • Marketing in Your Free Time
    You might have the weekend off, but that isn’t any reason to stop promoting your business. A small business owner is going to eventually come to realize that if you really want to get your sales going you’re going to have to embrace your marketing a lot more than most companies.
  • Marketing Internalized
    Are you a market-driven company, or a sales-kinda firm? Hang on. You are probably thinking, isn’t it the same thing? Aren’t every business’ marketing effort driven by our need to have an increase in our sales and profits?
  • Marketing Your Printing Business
    Apart from your resolution to lose weight or save more money, now is a good time to make a resolution for this year for your business. With the right plan, your business can go from one that is already plunging, to one that is sky rocketing.
  • Meeting Marketing Campaign Deadlines
    If someone were to ask you, would you know the difference between urgent and important?
  • Nurturing Your Company’s Personality Through Trust
    Your company, whether a small business or a Fortune 500, has a personality that you have to nurture in order for you to accomplish your goals. It’s like a person actually – it has its strengths and weaknesses, and individual quirks and qualities that you have to consider to make sure that your company works like it’s supposed to.
  • Old Wisdom: You Have to Spend Money to Make Money
    I know it isn’t always the easiest thing to do, especially for a new business. You spend the money to buy/rent a building, and then you buy all your merchandise. After that you hire people to run the store, and you spend money on the marketing, on the supplies, just money on top of money on top of money. Finally you ask yourself, “When am I going to make money instead of spending it?”
  • Old Wisdom: You Have to Spend Money to Make Money
    I know it isn’t always the easiest thing to do, especially for a new business. You spend the money to buy/rent a building, and then you buy all your merchandise. After that you hire people to run the store, and you spend money on the marketing, on the supplies, just money on top of money on top of money. Finally you ask yourself, “When am I going to make money instead of spending it?”
  • Organize Your Business Cards
    Most companies are going to put a lot of thought into their business card printing. They will spend their time looking over different designs that create just the right image for them. They will get their color business cards and eagerly hand them out to everyone else in an effort to get more business, but one thing they will also be doing is collecting other people’s business cards at the same time.
  • Original Advertising Draws in Customers
    If traditional advertising techniques aren’t getting the responses or business you want, you may need to think more originally. Try to come up with ideas that no one in your area has done. Try using color printing techniques that no one in your area or product industry has used.
  • Overcoming Buyer Hesitance To Get That Final Sale
    Expert marketers and sales people know that product resistance is often part and parcel of selling your products and services. It's usually due to a particular concern on the reliability, usability or usefulness and feasibility of purchasing product that’s preventing your prospective customers to finalize a sale.
  • Plan Your Marketing Campaign For The Entire Year
    If you want your marketing campaign to be successful, do not just think one project at a time. In order for you to be effective, plan your marketing campaign for the entire year, not just when you have a need for it.
  • Planning Things a Year at a Time
    Too many companies focus on only the here and now. When it comes to their commercial color printing, they decide what they are going to do in the next month and that is all they have on their plate.
  • Practice the Proper Timing in Advertising
    Knowing the exact time to advertise your services and products could be vital in keeping your business afloat. Commercial color printing marketing tools could be the best bet for any company. You could create flyers, pamphlets, business cards or posters. You could use several methods to obtain more consumers for your products and services.
  • Printing Flyers on a Budget
    One of the most economical ways to quickly get a word out is to print flyers. These fantastic little promotional tools can be extremely inexpensive and simple or glossy and flashy, albeit more expensive. Whatever your needs or financial limitations, flyers can be made to fit into almost any budget.
  • Read This Before You Get Into Women Marketing
    Ah, women! What do women want? You can either ask Mel Gibson or you can learn from this.

    How do you market to women? If you are really that observant, you are probably aware of the fact that some companies are ‘getting’ into women more effectively while others have not been very successful.

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