Reflections Printing

I recently spotted a billboard which has a message which encapsulates a great concept – (see, I have included a picture below.)  The idea is your printing, advertising, etc. really needs to work hard to amplify your success – that is it’s job. (Sometimes graphic designers forget this, it is easy as an artist to get caught up in creating “artsy stuff”.  That is all very well, but pretty pictures may not sell your product!)

A business owner won’t always hire the prettiest applicant for the job (tempting as it may be) he hires the one that is qualified to get the job done. It might be helpful to evaluate your marketing materials from time to time the same way you would your employees.  Ask yourself some of these questions:

1.  Is my employee past her prime? (Are my materials up to date and fresh looking, or do they look old fashioned and boring?)

2.  Is my employee trained to do their task most efficiently. (Do you have the right content presented in a way that is easy to absorb by your customer?)

3.  What is the history of this employee? (Have they been successful in the past, if not – why?, if so – why?)

4.  Does this employee present the image I want to project for my company? (See, looks do factor in here to some degree!)

5.  What kind of feedback have I received about this employee from my customers – how can he improve? (You may want to ask your clients directly for feedback  – what is memorable? what stands out? A fresh perspective can be very valuable, especially if it comes directly from your target market.)

Depending on how you have answered these questions you might have to “fire” your current printing/marketing/advertising materials if they are not performing to your expectations, or perhaps you only need to freshen them up and revise – just make sure they are pulling their weight and doing their job.

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