You might think that hiring a graphic designer is one more expense that you don’t need. Here’s five reasons why that type of thinking could lead you down the wrong path.
A DESIGNER SAVES TIME
You know your job and do it well. A graphic designer is a professional who knows their field. They know about things like bleed and trap, type-safety and imposition so that you don’t have to. A graphic designer can turn your ideas into reality in a short time, leaving you free to do what you do best.
IMPROVES YOUR IMAGE
We’ve all seen business cards, postcards and brochures prepared on a home printer and the impression they leave. It’s obvious they were not created by a designer. Professionally designed graphics and materials will convey an image to your customers of expertise that they can trust.
STAND OUT IN A CROWD
Every day we’re bombarded by thousands of advertisements all vying for our attention. Your best defense against becoming a part of the noise is through great design that captures your audience’s attention. And the best way to ensure you get that eye-catching design is to hire a graphic designer.
SAVE MONEY
It makes sense that doing things yourself will save you money. Unfortunately, in the world of printing that sometimes isn’t the case. Unless your file is prepared precisely the way it needs to be for printing, you may find that it costs more to prepare the file for printing than it would to simply hire a designer to do things from the start.
KNOWS THE SOFTWARE
Some people would have you believe that with Photoshop they can do anything. And the truth is that you can do anything with Photoshop – poorly. No single program can handle all the jobs needed to create quality materials and a designer knows how to put each program to it’s best use for quality results every time.
With over 10 years of experience in graphic design, Creative Instinct has helped many businesses both small and large. We have the knowledge and experience to make your projects a success. We pride ourselves on creating strong design solutions for all your projects in a time frame that fits your schedule. By keeping up on all the latest techniques and equipment, we make sure that your professional image is always at its best!
Need help with your branding, marketing or website design to attract more customers? Call Creative Instinct, it’s what we do. Email gwen@creative-instinct.net, or call 501-244-0573. Visit us online at www.creativeinstinct.biz.
By Apryl Duncan, About.com Guide
Most companies are looking for the best, inexpensive ways to advertise because they don’t have millions, or even thousands, to spend on advertising. Make the most out of the ad dollars you do have, no matter how limited you are. These cheap ways to advertise give you a variety of options to choose from when you’re on an ad budget diet while giving you a good return on your advertising investment:
Create a Flyer
Creating your own flyer to advertise your business is simple, inexpensive and it’s a great way to generate buzz about your company. If you really want to make your flyer an effective advertising tool, offer incentives or discounts to people who bring in your flyer. This also gives you an informal way to track how many people are coming in just because they saw your flyer.
Advertise on Cable
Wait! Before your eyes skip over this section, thinking it’s just for those who can afford a TV commercial, keep reading. You can advertise on cable through crawls, full screen ads and above program listings. These alternative advertising methods are very affordable. Crawls can cost under $10 a day.
Use Your Web Site to Advertise Your Business
Many business owners think they only need a Web site if they sell products online. No matter what type of company you have, you need a Web site. Potential customers hit the Internet looking for companies in their local area. If your competitor’s online and you’re not, guess who has the advantage. Build a Web site that’s beneficial to customers, though. You want to make a positive, lasting impression and having a poorly built Web site is a terrible way to advertise your company.
Post Your Commercial on YouTube
If you do have a TV commercial, get more shelf life out of it without having to pay for more air time. YouTube is an often-overlooked advertising vehicle. It costs nothing to post your commercial on the site and you can promote it on your own Web site so customers in your area can watch your commercial(s) online.
Cross-Promote Your Business Through Partnering
National companies partner every day because it’s an excellent ad tool to reach new customers and cut the advertising costs at the same time. But partnering isn’t just for corporate giants. Going in with other businesses helps you save advertising money while increasing your exposure to customers.
Produce a Newsletter
A newsletter helps you keep in touch with your current customers and tap into a market of potential customers. Your newsletter shouldn’t be used to send ads to your customers, though. Use your newsletter to provide your customers with valuable information that makes you the company they remember when they’re ready to buy.
Podcast Ads
Podcast ads are easy for you to create on your own and podcast ad time is a very reasonable buy. If you can find a popular podcast that’s related to the types of products and services your company sells, sponsoring that podcast may also be a good option for you to consider.
Whatever Method You Choose…
Your advertising will be much more professional and effective if it is well designed. It doesn’t make sense to spend any amount of money on advertising if your materials are poorly designed and your message is unclear. Let Creative Instinct guide you through the effective ad design process. You will love the results! Call Gwen Canfield at 501-244-0573. To see marketing materials we’ve designed for other businesses – visit our website at www.creativeinstinct.biz.
I stumbled across this freaky, but interesting website marketing service today called SitePal. Just had to share. SitePal is a service that allows you to create a speaking avatar for your website.
It is a little weird, but interesting. You can even upload your own photo to create your speaking avatar.
- Upload your photo
- Over 250 customizable stock avatars
- Record your own voice or use built-in
Text-To-Speech in multiple languages - Unlimited audio & avatar updates
- Add an image or video background
- Built-in lead collection, FAQ, AI chat
- Publish to HTML page, Flash, emails
- Compatible with all server technologies
- Programming skills not required
- API for advanced users
- Website: www.sitepal.com
Source: Associated Press
ENERGY SAVING TIPS FOR BUSINESSES
1. Begin with the right-sized space for your business operation. If the space you buy or rent is simply too large for you or your business’s needs or plans, you stand a good chance of wasting energy through excessive heating and cooling costs. If it’s too small, you’ll feel cramped and uncomfortable. It’s a big investment, so seek balance and buy it “right” from the outset.
2. Purchase ENERGY STAR kitchen appliances for your business such as your TV, dishwasher, and microwave. And especially the refrigerator, as it alone contributes about 10 percent of the energy use in a home. Also, unplug electronics not in use or turn off power strips to avoid phantom charges.
3. Install efficient lighting such as compact fluorescent (CLF) or LED bulbs in every fixture. Lighting accounts for about 6 percent of an energy bill each year.
4. Get an energy audit and have tests performed to identify ways of improving your efficiency. If you own your business space, you can upgrade your heating, ventilation, and air conditioning (HVAC) system as well as your thermal envelope, which includes insulation, windows, and doors. If you’re renting your office space, there are other easy steps you can take to make your space more energy efficient. An example of this would be sealing doors and window with weather-stripping. For more tips, visit www.energy.gov/energytips.
CASH FOR CLUNKER APPLIANCES
In efforts to vamp up energy efficiency, the federal government is implementing a rebate program for appliances. People can swap in their old appliances for new energy-efficient ones, saving electricity and saving on monthly bills.
A 20-year-old fridge can use three times as much energy as a new Energy Star-approved fridge. The age of your appliances impact your actual savings, so check into it before purchasing.
Important things to know:
1. Plans vary by state. Check out www.energysavers.gov for details.
2. Buy before it ends. Like the car rebate program Cash for Clunkers, this program has a set amount of federal money allocated to it. Once the $300 million is gone, the program will likely end. It is expected to run out quickly.
Source: The Associated Press
written by Brian Converse
In todays world, having a website is just as important and necessary as having a phone number. Here are 10 good reasons why…
1. Your competition is already on the web. And they are attracting YOUR customers right now. Your know your products and services are better than the competition, so let them know.
2. Your customers and potential customers are already searching the web for your products and services. These days more and more people are using the web to find what they need, when they are ready to purchase. A website can be your 24 hour salesperson.
3. Make it easy for current customers to refer business to you. A customer can give someone a referral just by telling them about your website. If it’s easy, they’ll do it.
4. A website is cost effective. A typical website costs about the same as a large print advertisement in the newspaper. Newspapers have a limited shelf life while websites are much longer term.
5. Websites adapt and grow as your business does. Start with the basics and grow your website as funds become available.
6. Websites are measurable. With modern statistics packages, some of which are free, you can tell how many people are coming to your site and where they are going. Ask your customers how they found you for a truly effective measuring tool.
7. A website is now expected of businesses. In this day and age, not having a website is akin to not having a telephone.
8. A website reduces customer service costs. How much time does your staff spend answering basic and repetitve questions. Adding a frequently asked questions section to your website can offload some of this.
9. Websites are timely. Websites can be maintained and kept up to date much more easily than can traditional printed materials.
If you currently have a website that needs a makeover, or you don’t and need one, call Creative Instinct, it’s what we do. Email gwen@creative-instinct.net, or call 501-244-0573. Visit us online at www.creativeinstinct.biz.
Article by Laura Lake, About.com
The essence of marketing is to understand your customers’ needs and develop a plan that surrounds those needs. Let’s face it anyone that has a business has a desire to grow their business. The most effective way to grow and expand your business is by focusing on organic growth.
You can increase organic growth in four different ways. They include:
- Acquiring more customers
- Persuading each customer to buy more products
- Persuading each customer to buy more expensive products or up selling each customer
- Persuading each customer to buy more profitable products
All four of these increase your revenue and profit. Let me encourage you to focus on the first which is to acquire more customers. Why? Because by acquiring more customers you increase your customer base and your revenues then come from a larger base.
How can you use marketing to acquire more customers?
- Spend time researching and create a strategic marketing plan.
- Guide your product development to reach out to customers you aren’t currently attracting.
- Price your products and services competitively.
- Develop your message and materials based on solution marketing.
The Importance of a Target Market in Small Business
When it comes to your customers keep in mind the importance of target marketing. The reason this is important is that only a proportion of the population is likely to purchase any products or service. By taking time pitch your sales and marketing efforts to the correct niche market you will be more productive and not waste your efforts or time.
It’s important to consider your virtual segmentation by selecting particular verticals to present your offerings to. Those verticals will have the particular likelihood of purchasing your products and services. Again, this saves you from wasting valuable time and money.
Small Business Marketing and Large Business Marketing are Different
If you are like the majority of small business owners your marketing budget is limited. The most effective way to market a small business is to create a well rounded program that combines sales activities with your marketing tactics. Your sales activities will not only decrease your out-of-pocket marketing expense but it also adds the value of interacting with your prospective customers and clients. This interaction will provide you with research that is priceless.
Small businesses typically have a limited marketing budget if any at all. Does that mean you can’t run with the big dogs? Absolutely not. It just means you have to think a little more creatively. How about launching your marketing campaign by doing one of the following:
- Call your vendors or associates and ask them to participate with you in co-op advertising.
- Take some time to send your existing customers’ referrals and buying incentives.
- Have you thought about introducing yourself to the media? Free publicity has the potential to boost your business. By doing this you position yourself as an expert in your field.
- Invite people into your place of business by piggybacking onto an event. Is there a concert coming to town, are you willing to sell those tickets? It could mean free radio publicity. If that is not your cup of tea, how about a walkathon that is taking place in your area, why not be a public outreach and distribute their material?
When you do spend money on marketing, do not forget to create a way to track those marketing efforts. You can do this by coding your ads, using multiple toll-free telephone numbers, and asking prospects where they heard about you. This enables you to notice when a marketing tactic stops working. You can then quickly replace it with a better choice or method.
Getting Started with Small Business Marketing
By being diligent in your marketing and creating an easy strategy such as holding yourself accountable to contact ten customers or potential customers daily five days a week you will see your business grow at an exceptional rate. The great thing is it will not take a large marketing budget to make it happen.
Need help with your branding, marketing or website design to attract more customers? Call Creative Instinct, it’s what we do. Email gwen@creative-instinct.net, or call 501-244-0573. Visit us online at www.creativeinstinct.biz.
Several years ago, a Chicago-based internist wrote a letter to “Dear Abby.” She was responding to advice the columnist had given to a woman who said she couldn’t make or keep friends because she was a crashingly dull conversationalist.
“Abby recommended that Miss Boring take classes to develop some interests so she’d have something to say,” she recalls. “I suggested to Abby that Ms. B. might be depressed and once she was successfully treated, she’d be more outgoing and fun to be with. I used my own name and city. After the letter ran, I got calls from ‘conversationally challenged’ patients all over the US and wound up seeing a number of them. That experience opened my eyes to the power of promoting my practice and the specific services we provide to patients.”
It also represents thinking outside the box in the tricky milieu of practice building. Self-promotion is something that many physicians find distasteful, but you’re probably already doing some basic marketing — sponsoring a Little League team, say, or speaking at seminars. So why not go a step further and look for other ways to make your practice stand out and help patients to find and remember you?
Where To Start
Consultants advise to begin with a professionally-designed logo for your practice. Your logo is essential to your brand. It helps elevate the visibility of your practice making you memorable to patients. Next, depending on your budget, you might consider a promotional campaign that includes newspaper ads, direct mail and email campaigns. But even little touches can go a long way toward attracting patients. At many practices, the doctors appear at health fairs, or give medical advice on a local TV station.
Even that old standby, Yellow Pages advertising, has options that you can use to your advantage. But be that the design of your ad casts a tasteful light on your practice. Too often, the in-house designer of a publication is too rushed by deadlines and unfamiliar with your services to produce an effective ad. You’ve invested in the advertising space… make sure the design is the best it can be. Hire a designer to create your ad.
The Benefits of Going Where You’re Needed
Sometimes a practice-expanding opportunity sneaks up on you. Recognizing it and capitalizing on it is more of an art than a science. As a case point, the following experience comes from a physician who ran a neuromuscular electrical stimulation program for people with sore backs. Two thirds of the patients seeing him for back therapy were obese. So he launched a medically supervised fasting program as an adjunct therapy. He promoted the program through advertising and direct mail, driving traffic to his website where patients could get more information and enroll
in the program. Because potential patients for such a program were already familiar with the practice, he was able to develop the biggest medically supervised fasting program in his state’s region.
A Maryland internist, on the other hand, builds his practice the old-fashioned way. “I make house calls on bedridden patients for routine non-urgent care,” he says. “They tell their friends; every new house-call patient has led to at least two or more office patients.” In this instance, good leave-behind item would be your practice brochure. A professional brochure not only relays information, but appeals to the emotions of your patients and focuses on the strengths and services of your practice. It’s a versatile communication tool that may be used in a variety of ways: to generate referrals, office display, direct mail, and distribution at health fairs and industry events.
Marketing To Established Patients
Your existing patients can be your biggest cheerleaders. Marketing to them not only keeps them in the fold; it increases the likelihood that they’ll send their friends, relatives, and associates to you. Focus on keeping your patients happy. Offer coffee, tea or juice in the reception area. Provide each new patient with a New Patient Orientation Kit including: a personalized welcome letter, practice brochure, business cards, and any cross promotions that you may wish to include. Another patient-pleaser is making — and referencing — notes in the chart about the patient’s family.
Giving Patients Something To Remember You By
For years, a chiropractor in Atlanta had talked to community groups. “I figure that when Chevy or Ford is coming out with a new car,” she said, “they make commercials for the people who are going to buy the car, not the dealers. So that’s what I do. I go to patients.” And she hands them his business card. She adds, “I had my logo, business card and office stationery professionally designed. It always makes a great impression.”
You might prefer to give potential patients a practice brochure or patient education literature. To reinforce your brand, be sure all of your literature has a consistent style and features your logo, name and phone number on the front.
A dentist in Mississippi took to the streets when he started started his practice. He went door-to-door, visiting local businesses, churches, day care centers, and home-owners, handing out brochures and engaging people in conversation. “Our practice grew — and continues to grow — by three or four patients per day,” he says. “I also noticed that my website now receives more hits. So I always keep updated and looking fresh.”
Give your practice a competitive edge by ensuring that your brand differentiates you from your competition. Need help with your branding, marketing or website design? Call Creative Instinct. We specialize in visual branding and website design for health care organizations and physician practices. Our goal is to enhance your professional edge and increase your community visibility. Email owner Gwen Canfield at gwen@creative-instinct.net, or call 501-244-0573. Visit us online at www.creativeinstinct.biz.
Article by Laura Lake, About.com Guide
Branding is your identity in the marketplace. Is yours saying what it should? Your practice image is all about the appearance of your “packaging.” What is your practice image saying to the marketplace?
It’s important to realize that packaging always either has a negative or positive influence on the purchaser. A negative impression can detour a potential patient, just as a positive reaction can influence a patient to visit you. A time to pay special attention to your packaging is when you are in the launch of a “new” brand. If you’ve already built a strong brand that others recognize often people may not pay as close attention to the packaging.
How can you package your brand so that it is an integral part of your business and represents a strong identity? Keep in mind that I am not speaking of packaging as only a box that contains a product, but as a vehicle that reflects your practice’s brand and professional image. Packaging can be judged and represented by the following common business tools:
- LOGO
- BUSINESS CARDS & STATIONERY
- BROCHURES
- WEBSITE
- ANSWERING SYSTEM
- EMAIL ADDRESS
What image are you putting across with these business tools that you use everyday? What are they saying about your company? Take a few moments and lets look at each one of these.
What are your business cards and stationery saying? Are they saying we are strong, we are confident, and we can succeed in helping you? Or does it reflect an image that says we are flimsy, our dynamics are minimal, and we will try but we cannot guarantee continuity?
What does your website say about your practice? Does it reflect professionalism, clarity, and show them that you respect and care about them? Or does your website confuse viewers, project an untrustworthy image of your practice and ultimately drive potential patients away?
What does your answering system and call return policy say about your practice? Does it say we are here to help and will do what it takes? Or is it putting across the message that you are too busy to cater to new patients, don’t care about their needs, and wish they would just quit calling?
What does your email address say about your practice? Is it easy to remember, and does it say something about you and your business? Or does it project a meaningless or generic emptiness? If you are using the email address doc@hotmail.com for your business dealings…………….it’s time to change!!!!!
As you can see all these things speak volumes about your image and they either strengthen or weaken your brand. Your image is all in the packaging. Would potential patients take a second look or is your message getting lost? If you thought these things were not worth the investment or didn’t matter, you were wrong. Patients will make assessments of your practice based on these things and while not always conscious, that patient appraisal says much about your practice, your attitude and your priorities.
Need some help with your healthcare brand? Call Creative Instinct at 501-244-0573 for a free estimate on branding, logo, brochure or website design. Or, send an email to Gwen Canfield: gwen@creative-instinct.net. To see samples of our work, visit www.creativeinstinct.biz. (Website pictured at top-right of article: Distinctive Dentistry in Hendersonville, TN (www.taniahunterdds.com) designed Creative Instinct.)
Article by Marshall Clark
There is an intellectual conflict that is fairly common among medical practices and healthcare providers; The Business of Medicine Conflict.
THE CONFLICT - Marketing Viewed As Distasteful
Healthcare providers rightly feel that their primary purpose is the provision of medical services. Conflict however seems to arise from the idea that providing care is their only purpose and that attending to the details necessary to successfully provide this care, namely promotion and advertising of the practice, is not only unnecessary – but actually contrary to the ideals of practicing medicine.
Healthcare providers operate on a classic fee-for-service business model, however it can distasteful to some physicians to view their “care” as a “business”.
This fundamental business/medicine conflict underlies poor business and marketing decisions that negatively impact the success many healthcare practices:
- No Advertising – “We provide excellent care – people find us by word of mouth.”
- Insufficient Marketing Budget – “Advertising cuts into our bottom line.”
- Weak Practice Branding – “I’m a physician, not a product.”
THE REALITY – Patient’s Choice Depends on Their Perception
From an emotional viewpoint these statements are understandable – they stem from a common desire by the physician to view their work as something unique that should be recognized on it’s own merits. The pragmatic reality however is that medical care is almost entirely a commoditized service; outside of instances of medical malpractice, there is very little to differentiate one physician’s care versus any other’s.
In the end a patient’s choice of one physician over another often comes down to a name in the phonebook, the results of an online search, or personal recommendations from friends and family. It is the patient’s perception of the healthcare provider that governs their decision.
Healthcare Marketing – A Tasteful Approach
Based on experiences with the coercive tactics of pharmaceutical companies, it’s perhaps not surprising that many physicians view advertising as distasteful. Advertising however takes many forms and there is an important distinction to be made between manipulating public perception and simply publicizing an honest and useful service. (Article written by Marshall Clark)
Are you a healthcare organization wishing to promote your services in a tasteful and professional way? Call Creative Instinct at 501-244-0573 for a free consultation. We specialize in visual branding and website design for health care organizations and physician practices. Call today, or email owner Gwen Canfield: gwen@creative-instinct.net. To see samples of our work, visit www.creativeinstinct.biz. We look forward to collaborating with you on your next project!
(Article from the Green Business Bureau)
To help boost your business in line with the growing demand for eco-friendly products and services, green marketing should be a part of your plans or green programs. As you know, Internet marketing has become a trend among business owners and promoters. And the results prove to benefiting for their businesses. Take for example the likes of Toyota and Starbucks. These are just a few of considered large and popular companies that have successfully used Internet marketing to reach green consumers.
But this is not to say that only large companies can manage to reach vast market through the Internet. Orange Glo and Green Mountain Coffee Roasters are among those who have gone extra miles to market their green product.
Green may be an “in” concept but it does not automatically ensure that your product or program will be get immediate buy-in. Marketing will play a critical role in your green promotions. There are still a lot of businesses and non profit organizations that have little to no knowledge and capability to use the Internet to market directly to a target audience.
Here are a few tips to help your green organization reach your target green conscious consumers.
1. Use search engines capability. You can place ads on popular search engines such as Google and Yahoo! You can make use of Google Adwords or Yahoo Search Marketing. By carefully choosing keywords that match your product or service with high ranking green keyword search, you will definitely reach a vast number of prospective customers. The benefit of marketing in these search engines is that you will only need to pay when someone clicks your advertisement. A research also indicates that green clients uses the Internet more often to search for green products and/or services. You or your staff will have to research the best keywords that will generate the right clients upon typing in search boxes. You would not want to choose keywords that are not usually searched by Internet users. It will pay to learn the details about Internet marketing process so that your business can maximize sales potential.
2. Narrow down your Internet marketing strategy. There are a lot of websites that you can choose from to advertise your product. However, the rule of marketing indicates that you should always identify your target market before you launch any marketing approach. Conduct an extensive research to find out the type of consumers that usually patronize your product type. Look for green Web portals for both B2B and B2C audiences. Here is a simple definition of these concepts taken from www.askstrategic.com:
“B2B or Business to Business are portals that allow businesses to deal directly with their distributors and suppliers online which allows electronic transfer of orders, invoicing and even payments. B2C or Business to Customers are intermediary portals to link customers to suppliers. Some of the major ones are eBay, Yell and ZDNet.
Find out which websites and email newsletters have the most number of clients that falls under your target category. There are a lot of green web portals that offers B2B and B2C to clients involved in green businesses as well as green customers. These portals usually reach thousands of clients every day.
3. Work on your email list. Avoid spam as much as possible. Before you offer any product, make sure to build relationship with potential clients first. Make your messages personal and credible as possible. Provide information about green benefits, green practices and green products among others.
Email is an effective way to make sales. Include a squeeze page on your website so that clients will provide their personal information particularly email addresses in exchange of valuable information that you offer. These offers may come in the forms of newsletters, brochure etc. This way, you create your own email list. Offer them information that they cannot refuse. Once you have built a strong relationship with them, you can promote the benefits of your product as if you sell to them on a one on one basis and they will most likely buy from you than someone else.
4. Your website design and functionality will decide whether visitors will click other pages within your site or click away confused and frustrated. Create a landing page that will look as someone is actually talking to them. Keep your offer as simple as possible and easy to comprehend. Do away with overcrowding as it will distract visitors from your actual offer. Create a privacy policy, contact information and if possible, refund guarantee. Above all, relate to them the benefit of your product to their health, their community and the society.
5. Create an after sales marketing strategy. Satisfied clients are more than willing to recommend product to others. As you know, the best selling tool is still word of mouth. A simple email with “is there anything I can help you with” that you send a week after sales will surely make your customers feel important.
No matter how productive or environmentally friendly your product or service may be, it will not be sellable unless you promote your business effectively. A well thought out marketing strategy is sure to create an impact to clients. Pilot a target client base to at least 50-100 persons before you launch your sales campaign in the worldwide web. Lastly, make sure to state facts and not exaggerate inputs to clients. You may sell a good number of units at the startup but it will definitely dwindle down as soon as clients find out about your misleading information.
Happy green promoting!
For more information on this topic, or for assistance in promoting your green initiatives, contact Creative Instinct. Whether you’re a business promoting green products, or a government agency planning an energy awareness public outreach program, we can help. With sustainability and energy efficiency as our focus, we design programs, promotional communications and outreach materials for green businesses, government and non-profit organizations. Call us at 501-244-0573, or email gwen@creative-instinct.net. To learn more about our services, visit our website at www.creativeinstinct.biz.
