graphic design
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Graphic Design
Presented by EquipmentFX
Key Philosophy
You NEVER get second chance to make a good first impression….
MAKE IT COUNT!
Their First Impression
They’ll form one, so control it
Quality The right message The right offers The right solutions
Their First Impression
Ask yourself…. “How do I feel when I get something that looks and feels cheap?”
You don’t need to make that mistake!
Key Considerations
18 key considerations when choosing your next design firm to create and deliver material
that makes a difference.
Experience Matters
Experience in design, construction and discipline
from your Graphic design firm
Ask to see their portfolio of work
Headlines
Headline Construction: Is it relevant, and interruptive?Ask to see examplesWho is doing the research?
Sub-Headlines
Sub-Headline: Does it continue to control the prospect
What is the placement, and is it tied into the headline?
Why is this important? It leads them to the offer!
Direct Response
Direct Response: Is there a “call to action”, or an “Irresistible Offer”
Where is the placement, are the offers relevant?
Contact Elements
Contact Elements: Do you have an 800#, website or offer code that is easily tracked?
Ask for some examples
Your Brand Elements
Is there a proper integration of your brand elements: Your story, Your positioning statement, Your logo Other critical areas that might be the
difference between getting put in the wastebasket, or staying on the prospects desk for a bit.
Your Positioning Statement
Do you have a positioning statement, and know the difference between your “position” and your “positioning statement”?
If not, get one quick!
Balance of Text
Do you have the proper balance of text? Too much, or too little, kills your message.
Is the layout “readable” and does it quickly draw in the reader?
Solution and Emotional Selling
Are you promoting solutions to their “hot buttons” or how long you have been in business?
The difference can create exponential
success with your campaign.
Solution Selling: Research
Have you surveyed customers, prospects and lost customers to know what is important to
them to actually know?
Quality of Vendor
Are you using a high-end graphic company that does the following:
Is at the edge of technology Researches printing costs Tracks trends in paper prices and stock Makes suggestions on how to lower
overall costs with bulk postage for mailing campaigns?
Economic Efficiency
Advance planning can reduce the costs by up to 300% and boost your ROI significantly
Return on Investment
If you learn one thing, its that the goal is to tell your story to as many prospects as possible for the lowest possible cost!
Advance planning techniques allow you to do this!
It’s the Detail that Counts!If you’re not planning all of these
details:
1) Who is?
2) Why not?
3) It ADDS UP QUICK
4) Be efficient in all that you do!
Plan the Detail
Sound complicated? It’s not, with the proper understanding of what
a total campaign looks like
Understand your departments, products, total prospect universe, and targeted
prospect universe.
Detail cont…
Visualize how many messages need to be created, the type and medium, measure
the “cost per delivered piece”
Understand advance planning economics
Commit to the process and start building your campaign
In Closing…
It all starts with a plan
Align yourself with a vendor that “gets it”
Understand your media mix
Execute!