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Affichage des articles postés en: Décembre 2013

Déc062013

Corporate Identity- It's More Than Isabel Marant a Logo by Carol Septow

Corporate Identity: It's More Than a Logo by Carol Septow
Let�s say you�re the marketing director of a professional services firm, the director of corporate communications, or the company president. You know you�re good at what you do and that your company provides outstanding services. What�s troubling you is the dissonance between these outstanding services and the level of corporate marketing collateral and the web site. You�re worried that marketing communications are sending mixed messages and thwarting business development efforts. In fact, corporate literature design has become a reactive process, often driven by the need for a piece for an upcoming event. With clients and prospects savvier than ever, you�re concerned that the right image for business has not been created.

Creating image is the job of a visual identity system. It is the result of the integration of business goals and creative design. It defines the use of typography, image, color, layout and logo to reflect your business, making certain that all communications send a singular message. A system will provide the underlying architecture for all external and internal communications, ensuring a consistent presentation from corporate literature design to signage.

Musical Chairs

Creating a visual identity is a process that begins by switching seats with clients and prospects to view your business from their perspective. As seen from your former seat, the variety of ways to interact with your business can look like a series of unrelated events. On the surface there doesn�t appear to be a relationship between corporate collateral, public relations initiatives, interior office space design, and the web site. To an individual client or prospect though, these internal and external touchpoints combine to create a single picture of your business. More than passing impressions, these imprints become one�s collective �Experience� of your business. There is no official port of entry into this world. Where someone may enter your sphere cannot, and should not, be controlled. Having many points of entry is optimum. Therefore, it is crucial that the Experience be consistent from portal to portal. Clients and prospects will find it confusing if different encounters send different messages about your firm. The danger to business is that your Experience is spinning without thoughtful input, creating a hodge-podge world of mixed messages and images, all featuring the corporate logo.

Let�s apply this Experience principle to corporate literature design. In this scenario, you�re the marketing director of a mid-sized law firm. Each of your firm�s clients works with a multi-disciplinary team of attorneys who solve a variety of legal needs across a spectrum of issues. This forward-thinking structure is the unique factor that distinguishes your firm from among the top 10 in your city. Is it enough to state this in the firm brochure or in each practice area brochure? What type of design approach would visually reinforce that message to a prospect looking for a firm of conservative risk-takers? If the content says conservative risk-takers, but the presentation says only conservative, dissonance has been created. If the content says creative and forward-thinking, but the presentation says stodgy, or, if the content says high level of expertise and the presentation says low production values, message and presentation are not aligned. Design and message need to reinforce one another. A seamless integration of content and presentation is a winning combination. Anything less will result in confused prospects.

Who Are You?

What Experience do you want to create for clients and prospects? The answer to this question begins with a definition of your business. This groundwork needs to be in place before a designer can determine how anything may look. Many professionals find the following questions a good place to begin:

� who are our key clients, existing and targeted;
� what are their major concerns and issues;
� what skills, resources, strengths, experiences do we have that will address these concerns;
� what do we want clients/prospects to know about us (exclude the obvious: we have a combined 100 years of experience; we provide fresh, creative solutions; we provide top-notch support and follow-through; we listen to our clients�);
� which clients/industries make up the largest portion of business now; how do we want that to change;
� how would clients describe us;
� is there a discrepancy between how the company is perceived in the market and how we perceive ourselves;
� is there a discrepancy between current perception and how the business looks to us in 5 years;
� what messages about the company, positive and negative, are being delivered by current corporate literature design?

Try thinking of the business as a �who� rather than an �it� and sketch a personality. Start with obvious adjectives (casual, formal, friendly, quiet) to get them out of the way, allowing for more idiosyncratic and differentiating descriptions to emerge. Anything goes during this stage of the process. Leave the editing for later.

Honest and thoughtful answers will drill below the surface, where unique ideas are born. A definition of your company will emerge that truly distinguishes it and its Experience. All creative decisions to come will support this definition as a designer translates it into a visual statement. When linked with business goals and objectives, these creative decisions become strategic rather than capricious. For example, a monochromatic color palette will send a different message than one that features bright, primary colors. Additionally, just because your computer system has 200 fonts, doesn�t mean it makes sense to use them all. Depending on the messages to be supported, a family of traditional fonts may be selected over those that are contemporary. Or a sophisticated combination of traditional and cutting edge typestyles may make the best visual statement. What about imagery? Would it be better to use photos or would illustrations best reflect the message? Architecture firms often prefer large site photos and minimal copy, allowing the work to speak for itself. In this scenario a flexible layout grid would need to be created to accommodate a variety of projects. Creative options are endless; consistency is the key.

As a dynamic entity, the Experience must be defined with care given to the messages it will deliver and the type of responses they must generate. Provide value by crafting content that illustrates your working knowledge of the major issues for clients and prospects. While it is good to know that a company has many years of experience, these �we� messages, (we have 100 years of experience, we have won many awards, we understand) will not resonate like messages that mirror a situation that a client or prospect is facing. The former is a monologue, the latter mimics a dialogue by demonstrating knowledge of issues, understanding of consequences, and an ability to envision and craft solutions.

The same principle applies to web site design and content. Several years ago there was widespread panic to get a web site �out there.� Many companies did just that: got something out there. They mistook action for progress. Today these sites are being gutted because they cost a lot and generated little. Listing resum� content is acceptable, but shouldn�t drive the site design huanghaiyan118. It creates a monologue where there should be dialogue. Visitors to the site must be able to pick up their issue thread on the home page. A web site is not confined by binding or page count. Take advantage of the medium to let prospects easily find exactly what they are looking for. This is how to avoid creating a digital brochure. Refer back to the definition exercise and review your list of client issues. Demonstrate to users that not only do those of us at Our Company understand these issues, we have anticipated questions and furnished answers, so please click here. This provides real value, imparting working knowledge that can make the site a reference point.

Maybe Later

This process of defining the Experience, the business, and visual identity is a difficult exercise. It lends itself to procrastination and excuse-making. Do any of the following sound familiar?

� We�re too busy to deal with this now.
� I don�t have the budget to do this.
� We know we should do this, but we�ve decided to give it another year to see where business goes first.

If you find yourself thinking that you�re too busy, remember that identity is all about perception. At the same time that you and your staff are hard at work, corporate collateral is working too, creating an Experience of your company for people you may never have met, who may be working for firms you�ve never heard of, or ones you�ve been trying to get into. Communications that align with the Experience will support your efforts and strengthen business. A disconnect will generate headaches that will make their way to the top of your to-do list.

Budget is an ongoing concern. Time and money were invested in those one-off pieces created for that upcoming event isabel marant dicker boots taupe. A system will eliminate costs incurred reinventing the design decision wheel. Laying a strong visual foundation first and adding components (literature program, web site, advertising, etc.) in phases will ensure that the pieces developed today will work with those added next year. Each addition to the system, even if it is for a one-time event, will add equity to the logo and support name recognition efforts.

If you want to give it all a little more time, ask yourself why. As temporary solutions, existing communications will be out of alignment with your Experience and confusing to prospects and clients. The marketplace is moving too fast to lose position through confusion. During that same timeframe an identity could begin to develop a presence, planting seeds for the future. Because it is about perception and capturing the essence of the Experience, a visual identity will provide a solid foundation for expansion. The strokes are broad enough to accommodate transitions and adjustments. Imagine the system as a structure: too narrow in its vision and it will be quickly outgrown.

Everyone is clamoring for clients� or prospects� attention. Noise in the marketplace is loud. With a visual identity that has thrown your company�s Experience out of alignment, its voice is unable to strike the clear and resonant chord that will rise above the din. Intelligent design will bring a quiet symmetry to the Experience that will be clearly audible.

Isabel Marant <

Déc052013

Brand Identity Design- Standing Out in the Crowded Marketplace

Brand Identity Design: Standing Out in the Crowded Marketplace Have you ever
wondered how big corporations such as Sony and CBS are able to establish their
corporate images? How important are these images in promoting their respective
products or services? The answer is simple: by creating a unique and impressive
identity. And how are they able to do this? By hiring brand identity designers
huanghaiyan251. Now, what is this brand identity design and who are these brand
identity designers?It has been said that a good and strong brand identity is the
most potent weapon in the marketer�s arsenal. Creating a brand that is timeless,
distinctive and powerful can help your business or product stand out among your
competitors. Brand identity design is associated with the visual aspects of a
company or business identity or brand. Brand identity represents how a company
wants to be seen and how the company illustrates its image. And how and where it
is seen, what it looks and feels like depends entirely on the product of the
company. A company�s brand identity can be represented through a unique logo or
signage that is often incorporated on all the company�s materials such as
stationery, business cards, packing and so on. The brand identity design is what
often helps the customer to remember the company and the right brand identity
design can be one of the company�s best marketing tools as it transforms the
company�s vision and values into an image that customers become familiar with. A
good visual identity or imagery is also important for almost all businesses as
it often what attracts people who aren�t drawn in by words and numbers alone. To
be able to create good and effective brand identity design, many company�s hire
brand identity designers. Brand identity designers create logos, promotional
materials, and advertising programs that promote and establish a corporate
identity. Their job is to provide new and innovative ways to combine images and
words to express the key message of the company. A good brand identity designer
should possess innovativeness and problem solving skills. Typography and
illustration are key areas in which a brand identity designer should excel.
Additionally, a brand identity designer uses design and strategic thinking to
help companies find the right brand identity that will help them stand out in
competitive marketplaces. Simply put brand identity design is an artistic and
practical approach that focuses on the needs of the companies in areas such as
marketing, packaging, product branding, communications and website design. Thus,
if you are a business owner wanting to create a good and lasting identity in the
market, perhaps the professional help of brand identity designers can benefit
you a lot.

Déc052013

Affiliate Marketing isabel marant hong kong

Affiliate Marketing If you have even a passing interest in the topic of
Affiliate, then you should take a look at the following information. This
enlightening article presents some of the latest news on the subject of
Affiliate. Affiliate Marketing: Why is it One of the Most Cost-Effective Ways to
Advertise your Business When you think about Affiliate, what do you think of
first? Which aspects of Affiliate are important, which are essential, and which
ones can you take or leave? You be the judge. Ever heard of affiliate programs?
These are forms of Internet advertising that rewards the affiliates for driving
traffic to the advertiser or for other transactions. The advertiser pays the
affiliate to place a link on their website, and the affiliate sends traffic to
the advertiser in return. Simply put, it's about paying commissions to people
who help you make sales. It's that easy. NOT. Affiliate marketing has its ups
and downs. It could be draining if you are not armed with updated information
and the technical how-tos. But this article's sole objective is to reach out to
you and not to badmouth affiliate marketing.Here are the following reasons on
why web marketers go gaga over affiliate marketing as a form of Internet
advertisement.1 wedge
sneakers low price. Low costMany are scared to go on a home based business
because of the capital required. In affiliate marketing, you don't have to spend
much to start raking in moolah.2. Inventories not includedProduct management
fuss could be very stressing. An inventory is not asked to be maintained. The
merchant does the maintenance required. It's really a good idea to probe a
little deeper into the subject of Affiliate. What you learn may give you the
confidence you need to venture into new areas. 3. Unlimited income through
leverage See how much you can learn about Affiliate when you take a little time
to read a well-researched article? Don't miss out on the rest of this great
information. When you have a paid job, your monthly income mainly relies on
whether you go to work or not. With affiliate marketing, your affiliates could
all just lead traffic to your site without having to lift a finger after
providing them your ad copy and links. Though not every web marketer earns
limitless, it still is a fact that all the necessary matters for the advertiser
or Internet marketer are all there to be successful huanghaiyan118. 4. Go
worldwideWith affiliate marketing, you are dealing with a global market place.
All you have to do is choose a niche product and prepare all the necessary tools
for your affiliates to lead traffic from just about anywhere to your website.5.
Low riskThe very main reason for Internet marketer's enthusiasm with affiliate
marketing is its having a low risk factor. Especially for those with low budget
set aside for advertising, affiliate marketing is just the way to do it.6. No
closing timeWith affiliate marketing, your business works every single second of
the day while targeting a worldwide market! What could be better than that?But
all of these will be put to waste if you don't have the right niche product and
all the other important tools to make it big in affiliate marketing, i.e.,
well-SEO-ed website. So better work on this first before ever considering those
benefits.Brought to you by: Internet Income Resources
www.incomeintheusa.info/cms/index.phpThe day will come when you can use
something you read about here to have a beneficial impact. Then you'll be glad
you took the time to learn more about Affiliate isabel
marant hong kong.
<











Déc052013

Affiliate Marketing isabel marant hong kong

Affiliate Marketing If you have even a passing interest in the topic of
Affiliate, then you should take a look at the following information. This
enlightening article presents some of the latest news on the subject of
Affiliate. Affiliate Marketing: Why is it One of the Most Cost-Effective Ways to
Advertise your Business When you think about Affiliate, what do you think of
first? Which aspects of Affiliate are important, which are essential, and which
ones can you take or leave? You be the judge. Ever heard of affiliate programs?
These are forms of Internet advertising that rewards the affiliates for driving
traffic to the advertiser or for other transactions. The advertiser pays the
affiliate to place a link on their website, and the affiliate sends traffic to
the advertiser in return. Simply put, it's about paying commissions to people
who help you make sales. It's that easy. NOT. Affiliate marketing has its ups
and downs. It could be draining if you are not armed with updated information
and the technical how-tos. But this article's sole objective is to reach out to
you and not to badmouth affiliate marketing.Here are the following reasons on
why web marketers go gaga over affiliate marketing as a form of Internet
advertisement.1 wedge
sneakers low price. Low costMany are scared to go on a home based business
because of the capital required. In affiliate marketing, you don't have to spend
much to start raking in moolah.2. Inventories not includedProduct management
fuss could be very stressing. An inventory is not asked to be maintained. The
merchant does the maintenance required. It's really a good idea to probe a
little deeper into the subject of Affiliate. What you learn may give you the
confidence you need to venture into new areas. 3. Unlimited income through
leverage See how much you can learn about Affiliate when you take a little time
to read a well-researched article? Don't miss out on the rest of this great
information. When you have a paid job, your monthly income mainly relies on
whether you go to work or not. With affiliate marketing, your affiliates could
all just lead traffic to your site without having to lift a finger after
providing them your ad copy and links. Though not every web marketer earns
limitless, it still is a fact that all the necessary matters for the advertiser
or Internet marketer are all there to be successful huanghaiyan118. 4. Go
worldwideWith affiliate marketing, you are dealing with a global market place.
All you have to do is choose a niche product and prepare all the necessary tools
for your affiliates to lead traffic from just about anywhere to your website.5.
Low riskThe very main reason for Internet marketer's enthusiasm with affiliate
marketing is its having a low risk factor. Especially for those with low budget
set aside for advertising, affiliate marketing is just the way to do it.6. No
closing timeWith affiliate marketing, your business works every single second of
the day while targeting a worldwide market! What could be better than that?But
all of these will be put to waste if you don't have the right niche product and
all the other important tools to make it big in affiliate marketing, i.e.,
well-SEO-ed website. So better work on this first before ever considering those
benefits.Brought to you by: Internet Income Resources
www.incomeintheusa.info/cms/index.phpThe day will come when you can use
something you read about here to have a beneficial impact. Then you'll be glad
you took the time to learn more about Affiliate isabel
marant hong kong.
<











Déc042013

5 Ways to Encourage Impulse Purchases

5 Ways to Encourage Impulse Purchases I just bought six square pieces of spongy
fabric for $20 and walked away happy - "victim" of an impulse purchase.I was at
one of those big show events and walked past a demonstration booth. I even knew
it was coming. About 50% of the people walking out were carrying two bright
yellow cylinder-things.As we walked toward the convention center, I told Tim (my
other half), "There's one of those guys with a microphone in there, doing a
demonstration. He gets people so excited they think they have to buy those
things. They over-pay then never use them." I said this a bit smugly. I know of
such things, so I wouldn't succumb.Yeah, right. This guy was good. So good, I
came away with five ideas for increasing sales from impulse purchases. Next time
you evaluate short-term sales and marketing strategies, think about and apply
these five impulse purchase lessons...Impulse Purchase Lesson 1: Demonstrate an
impressive, relevant feature.If the product is chocolate, sold at a retail
checkout stand, you have no need for this one. Human nature takes over. When you
are selling unrecognizable cylinder things, people need some encouragement.You
would never know it to look at them, but these things were super absorbent
shammies. They can suck 8 - 10 ounces of soda out of your carpet in nothing flat
AND it makes for an impressive demonstration. When the demonstrator mentioned
they could dry a sweater in three hours, I was hooked. Never mind we have about
two spills a year in my house and I don't own any "lay flat to dry"
sweaters.This ability to get people to "live in the moment" is one key to a
successful impulse purchase demonstration. The salesperson has a lot to do with
it, of course. Repetition of an incredible, attractive feature, however, is key
as well.Think of any infomercial or "Billy Mays" product. There is always an
"AMAZING!" feature - cooks in minutes, instantly removes stains, easily pulls
dings from your car, etc.2: Try to "time it right".Quite coincidentally, one of
those semiannual spills in my house happened the day before I bumped into the
yellow cylinder guy. I was thinking "If I'd had these yesterday, right now we
wouldn't have books stacked in the middle of the living room floor." Quite by
accident, he had related to something that was top-of-mind for me.Fortunately,
you do not have to rely on coincidence. At any one time, there are usually six
or eight generally popular "themes" you could tie into. Better yet, your target
audience is likely to have it's own unique interests.On the Internet, you can
"time it right" by associating complementary products or services. If someone is
researching monitors, for example, perhaps they need an ink cartridge for their
printer.Showing or highlighting ink cartridges on the screen along with the
monitors may incite an impulse purchase. Better yet - and this is impossible
unless you have order histories or detailed profiles - show them the exact
cartridge they need.3: Make it easy.It turns out the cylinder things costs a
flat $20. There was no change to mess with, no stopping to fill in order forms,
and no multiple pieces of currency. As people pulled $20's out of their pockets,
the demonstrator took them and handed over the shammies in a single motion.On
the Internet, you can make it easy in two ways - ordering and delivery.Make the
order process as simple as possible. Amazon's "Quick-Click" links are a good
example of making ordering easy. Impulse purchasers simply click on the "Buy
from Amazon" button and order straight off a pop-up window. You can see how it
works here, in the left column under "Amazon 'Quick-Click' Example":
WebSiteMarketingPlan.com/Arts/ImpulsePurchase.htmEasy delivery is another way to
encourage impulse purchases on the Internet. Immediately downloadable digital
items are an example. For physical items, quick delivery - overnight, same day,
or local store pick-up - can increase sales.4: Give an enticingly presented
discount.A roll of three shammies was $21 something, but the guy was taking care
of the sales tax, which made it an even $20 (But wait, there's more!). Because
it was early he would throw in another 3-roll for no additional charge Turn your
world for the remarkable alexander mcqueen clutch and let
it be another must have in your fashion conscious closet.. Caught up in the
moment, we nodded agreement. We were getting a deal - no sales tax plus three
free.The way a discount is presented can make a deal sound either appealing or
"not such a deal". Which sounds better?...

    "Buy One, Get One Half Off." OR "Buy Two and Get a 25% Discount.""3
    for $5.00" OR "$1.67 each.""40% Off Sale" OR "On Sale, $12.00 each
    huanghaiyan251." (Assuming $20 item.)

Another way to encourage impulse
purchases is to give a discount by bundling. Offer to reduce the price on a
second, related item (Like in example #1, above.).Online, I have seen this done
with books. Some booksellers offer you a chance to save money on shipping and/or
book price if you also purchase a related item.5: "Keeping up with the
Joneses."Instead of putting the shammies in a bag, the demonstrator rolled them
up into a cylinder. This way, people at the show would see others carrying them
around and wonder what they were missing.The same concept can be applied to the
Internet. I have seen messages like: "Others who bought 'x' also bought 'y'" on
order forms, at check out, and on product screens.So there they are - five
tactics the yellow cylinder guy used to convince me (and nearly everyone around
me) to happily walk away with six shammies. By correctly applying these same
techniques you can see your sales soar as well.

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