April 2010

Getting the Most from a Freelance Graphic Designer

Working directly with a freelance graphic designer can result in some dazzling marketing materials (at a fraction of what you would pay an agency). To keep costs down and progress on-track, however, you need to clearly articulate your wants and pay attention to the designer's needs. Here are a few simple considerations that, when followed, can lead to fantastic creative of which you can truly be proud.

  1. Make sure you understand the terms. Discussions about costs, delivery times, extra charges and payment terms should be addressed head-on at the outset of your project. While there are some industry standards, many freelance designers have their own take on things (and will be happy to explain when asked). More experienced freelancers may be willing to charge a flat rate, but most bill by the hour and ask for 30 to 50 percent of the estimated cost up-front - with the balance due when the project is completed. Some may add extra charges for rush projects or multiple rounds of revisions.

  2. Clearly articulate your long-term goals. Eager to save time and money, small- and mid-sized businesses are famous for milking their marketing materials - repurposing logos, brochures, photos, white papers and presentations for a multitude of marketing efforts. But if the item wasn't specifically designed for that use, it can lead to some rather disappointing results (fuzzy images, slow websites, mismatched colors, etc.).

    Instead of forcing materials into roles for which they were never intended, let your designer know at the outset of a new project all the possible ways the deliverable may be put to use (trade shows, banners, newsletters, etc.). There may be some additional charges for creating a multi-use design/design collection, but you'll be thankful for the capabilities when another last-minute marketing opportunity lands on your desk.

  3. Provide examples. Before launching into a project with a graphic designer, do a little research on your own. Determine the type of designs, colors and graphics that appeal to you the most, then provide the designer with samples (at least five) of your favorites at your first meeting. Having solid examples is far better than trying to describe what you like/don't like.

  4. Be specific with feedback. If what's delivered isn't what you want, be very clear about the aspects that are working, and those that aren't. A professional won't take offense to constructive criticism. Go back to your original examples, and point out how the delivered design is different. Even better, look for ways the designer may be able to incorporate aspects of your favored designs to turn things around.

By following these simple guidelines, you can truly tap into the creative juices of a freelancer and come away with designs that serve your needs and make your business look like a million bucks.

 

The Power of Promotional Products

Branded promotional products (pens, calendars, notepads and other must-have items - all featuring your company logo, and usually a tag line to boot) don't get nearly the recognition they deserve.

According to the latest survey from the Promotional Products Association International, 76 percent of people who received a promotional product in the previous 12 months could recall the name of the company imprinted on the item. Even better, some 34 percent of these people actually had the item with them at the time of the survey (either on their desk or on their person)!

Yes they're everyday objects, but when you stop to think about it, that's exactly what makes them so effective. Promotional products don't flash across your TV screen like some big-budget 30-second commercial or beg to be viewed like a lonely magazine ad - no, they hang around day after day, week after week, constantly reminding their user of a shared relationship with the business advertised.

What kind of promotional products work best? Electronics are especially hot right now (especially iPod and cell phone accessories), as is anything health or cooking related. Pens, calendars and notepads have always been popular.

Of course, like any marketing tool, promotional products are most effective when used as part of an overall marketing program. Direct mail and email marketing are ideal for driving sales and producing referrals. But even if you're using those mediums on a regular basis (as experts recommend), there are still days, weeks, even months when your brand is out-of-sight and out-of-mind. Promotional products can help fill that void (easily and economically).

  • Real estate professionals: Consider providing important documents and reference materials to your buyers on branded thumb drives (convenient and memorable all-in-one).
  • Fitness-club members are usually so eager for branded clothing, athletic gear and accessories that they're willing to turn themselves into walking advertisements for the club and classes they attend.
  • Retailers that hand out branded candy are sure to get repeat business and referrals.

If name-recognition is important in your line of work (but your marketing budget often gets the short end of the stick), promotional products are not only an affordable alternative, they're also nearly impossible to beat for keeping your brand top-of-mind with customers, past customers and referral resources.

 

Four Secrets to Writing a Successful Press Release

Regional newspapers, community publications, arts & entertainment weeklies, and online news sites are all excellent avenues for promoting your small- or mid-sized business in print.

Michelle Foy is an excellent case-in-point. Michelle, a real estate agent based in Oklahoma City, was recently featured in a large arts & entertainment publication for her efforts to sell sustainable homes. Not only was her name dangled in front of thousands of potential customers, the article also positioned her as an agent who can be trusted, a professional who's at the top of her game.

Think it was the reporter who brainstormed that news angle and tracked down Michelle? The truth is, most news stories are the result of good, old-fashioned press releases (sent out by the subject of the story).

So how do you get harried reporters to pay attention to your press releases? Believe it or not, the top three success factors have nothing whatsoever to do with the actual document.

The #1 success factor: Knowing who to contact

No matter how good your press release, if it doesn't end up in the hands of the right person, the chances of success are slim to none.

Your best bet is to simply note which reporters tend to cover which subjects in your area, then start sending your press releases and story ideas to those who write about businesses your size, your industry or the community you operate within.

If you can't pinpoint the right reporter, find the most appropriate editor (usually listed by name and department on the news organization's Web site). Editors are a bit harder to get excited, but if they like your release they'll forward it to the right reporter.

Columnists are another good option. They generally write two or more columns a week and always need fresh ideas. They usually have more freedom than reporters to pick their subjects, and they're often attracted to minor stories with offbeat or unusual angles.

Factor #2: Taking the right approach

Once you've targeted the right reporter, your next challenge is to approach this gatekeeper in the manner they most prefer:

  • Know the deadlines for all the media you deal with - and respect them. Never call a newspaper near deadline (the time when reporters are required to have their stories written and ready for publication). For daily newspapers, anytime after 4 p.m. is usually crunch time. Monday mornings are also high-stress. The staff at weekly newspapers is usually swamped two to four days before publication.
  • Be concise and very clear in all your communications. Reporters and editors are always more attracted to story ideas that can be explained simply.
  • Don't call to see if the reporter received your news release. However, it is okay to call and ask if they need any more information (just assume they got your press release, and they're interested in writing about it).
  • Be persistent if a reporter/editor rebuffs your story idea. Ask "is there another angle that might be more interesting for you?"
  • If you advertise in the publication, don't mention this in your communications (news departments are very sensitive about the influence of advertising). And never tell an editor that your company won't place any more ad

    s in the publication if "a certain story isn't printed."

Factor #3: Framing your topic

The best press releases feature a topic that's either a) new or little known, b) affects a large number of people, c) will interest many people or d) is related to an issue that's getting lots of coverage in the media currently.

The good news is, just about any story can be repositioned to have more media appeal. Imagine, for example, that your company is hosting a fundraising dinner. A fundraising dinner isn't terribly newsworthy, but maybe one of the beneficiaries of the dinner, or a volunteer, has an interesting story. Make that the focus of your press release.

Or, consider positioning your topic as something that's part of a larger trend. Local reporters are far more likely to write about your company, product or service if you tell them it's a local example of a larger trend.

And Finally: The format and writing

It's critical to think of your press release as a sales tool, not simply an information summary. While you certainly want to communicate the news about your company, product or service, you also need to sell the reporter on why this story is something he/she should follow up on and write about:

  • When sending a press release via e-mail, make sure it has an attention-grabbing subject line (e.g. "Local foreclosures attracting national buyers"). You'd be surprised how many companies use the subject line, "press release."
  • In the message area of your e-mail, summarize the most compelling element of your story in 150 words or less, then include the press release as an attachment.
  • Format your press release in what the media calls the "inverted pyramid" style. That means summarizing the most compelling aspects of your story near the top, then providing more and more detail further down the page; finally ending with a paragraph that summarizes your company.
  • Don't get bogged down in details. Give the media the bare minimum necessary to get them interested. A reporter will follow up for more information.
  • Leave out the corporate doublespeak, the technical jargon, the flowery adjectives and the bloated phrases.
  • Facts and statistics are highly valued by the media, just make sure to include your sources, too.
  • Don't bother including quotes. That's a technique best saved for large corporations with well-known personnel. For small- and mid-sized businesses, reporters will want to gather their own quotes.
  • Try to limit your press release to one page, never more than two.
  • Check to see if the publication offers any guidelines for submitting your press release.

To see how a real pro handles press releases, see this example from Kri Chay, a Kansas City personal trainer. It's just one of many press releases she distributes to the media throughout the year to promote herself and her training services.

Include other marketing to create a snowball effect

To generate additional buzz around your press-release topic or event, remember to incorporate some of the same messaging into your other marketing materials, as well. For example, if you're promoting a charitable event to the press, you'll certainly want to include appeals for contributions and participation in your direct mail and email marketing efforts, too.

Even a minor mention of your company, product or service in the mainstream media can spike traffic to your Web site and send sales skyrocketing (at little to no cost). When combined with other mediums as part of an overall marketing program, your chances of success increase dramatically.