Marketing Photo Know-How

Marketing materials look better with photos. Period. “A photo is worth a thousand words.” From the beginning of the first printed photograph in the 1820s, people have known the value of a good photo. But with megapixels, color and photo effect jargon floating around everywhere on the Internet and in photo studios, how do you know when you have a good photo? It all depends on the lighting, the megapixels and the photographer.

When you create a brochure or flyer that has an intriguing message and a blurry photo, people are only going to remember that blurry photo. “What was in that photo? Was it supposed to be like that?” A photo can make or break your marketing materials. And the most important factor of the blurry photo is the number of pixels. 

Pixels – The Building Blocks of Photos

To have a clear photo, you need to take the picture with a digital camera that has a decent amount of pixels. A decent amount means at least 2MP (more about MP in a minute). Anymore, it’s hard to find a low-end digital camera with 2MP – most start at 3MP or more. This is good news for you that digital cameras are getting more affordable.  

What is a Pixel?

A pixel is a dot of information, a dot of color, in your photo. Photos today are made up of millions of these dots, or pixels. Mega means “million” so whenever you talk in megapixels (MP) you mean X million pixels. So, a 2MP camera will provide 2 million pixels when a photo is printed from that camera. That may sound like a lot, but really 2 million pixels will only get you as far as a clear 4×6 photo.

If you are printing a poster and need to take a photo, you’ll want to take the photo with a camera that can produce a print size of 12×16 or maybe even 18×24. The bigger the MP of the camera, the more expensive it is. A 12×16 print, to be printed clearly, needs to be taken with a 10MP camera.  An 18×24 print, to be printed clearly, needs to be taken with a 14MP camera.

Now, with a 10MP camera, you can make photo sizes up to 12×16 clearly. Anything smaller will come out equally as clear.  

Camera Quality

Most amateur digital cameras on the market today, the ones you can get at Target or Best Buy, range from 5MP to 8MP. The largest clear photo you can print with a 5MP camera is 8×12. With an 8MP camera you can get up to 11×14. This is good enough for most people and most small businesses as well.

If you print photos larger than the maximum sizes given here, you’ll end up with a blurry, pixilated photo. So check out the MP size of camera before you buy, keeping in mind what you’ll use the photos for. If your photos will just be for regular-size flyers, brochures and postcards, you can get a great 5MP digital camera for an affordable price, between $100 and $300.

Printing Tips for In-House Marketing Projects

1. Use colors wisely. Colors emanate a feeling – blue can mean calm, black is associated with dread or sadness, and red is associated with love. If you are designing your own marketing materials, be sure to use the right colors that evoke the kind of mood or feeling you want customers to feel when they see your marketing piece. Be sure to look up the color wheel so you know which colors complement each other, and which should not be used together under any circumstances! Complementary colors help each other stand out; non-complementary colors will help each color fade into the background. Choose wisely.

2. Use white space liberally. Eyes get tired. If you fill every square inch of your brochure or flyer with text or graphics, readers’ eyes will get tired. Once the eyes get tired, the brain doesn’t want to read anymore. That’s bad news for business. Be sure to include plenty of white space, or empty space, in your design to give people’s eyes a rest. Think that’s boring? Look at the most popular search engine’s Web site – Google – plenty of white space and it’s still going strong after 10 years.

3. Start with a template. If you aren’t a designer, starting from a template is your best bet for a professional-looking brochure or catalog. There’s nothing wrong with getting a little design help. You can find templates at Microsoft Office Online, HP’s Business Templates and Images Web page, or StockLayouts.com. You can find basic templates for free, which you simply download from the Web site, or you can pay for a more complex template. You can expect to pay about $100 per template.

4. Match the paper to your printer. Inkjet printers need to print on inkjet paper. Laser printers need to print on laser paper. Each type of paper is specially formulated for each type of printer. Laser printers use a fuser to dry toner particles on the paper; this requires intense heat. Laser paper is made of this type of heat.

Inkjet paper is created to absorb ink because inkjet printers spray liquid ink onto a page to create an image. Using a laser paper, which doesn’t absorb ink, on an inkjet printer would result in smearing or streaking.

5. Match the paper to your purpose. If you’re creating a brochure, you’ll want a heavier, more opaque (not see-through) paper than if you were creating a flyer. Your paper needs to match your purpose. Sales letters are generally printed on lighter weight paper, about 20 to 24 lbs. Greeting cards are generally printed on heavier paper, about 60 to 79 lbs.

You also need to refer to the brightness of the paper. A brighter paper will help your images and text look clearer because more light is bouncing off the paper.

You can also choose the type of paper finish you want: matte, glossy or something in between. Colored photos look better on glossy finishes and black-and-white photos look better on matte.

6. Ask someone to proof your work. Your work might look perfect to you, but it never hurts and always helps to get a second pair of eyes on it. Ask a colleague (or two or three) to look over your marketing piece. Ask the person if the colors look right, to make sure there are no typos, to suggest a different layout and to make sure you have enough white space. Another set of eyes can make the difference between an amateur-looking brochure or a professional-looking brochure.

Booklet Printing Page Ideas

Booklet printing and design can be tricky because of the amount of written words and information often involved. Most companies cannot avoid booklets, though, because they are needed in almost any industry. Your company may need instruction manuals, company reports, catalogs, or magazines, all of which are types of booklets. The tone, images, and layout are all determined by the purpose. For instance, it may include graphs or charts if a manual or report, while a catalog will contain photographs of products.

You may already have some page ideas for your booklet printing, or maybe you don’t even know where to start. Both problems have a solution. You might want try first perusing similar booklet designs for some ideas, but if you still run into a block, maybe the list of booklet pages below will help.

1. Introduction, Preface, or Foreward – Each of these terms refer to a different type of introductory page. An “introduction” includes company background, goals, or objectives. The “preface” would contain a summary of the booklet itself along with the main highlights. The “foreward” is any written piece by an expert in the field, often with references to the booklet.

2. Dedication – When you need to thank those who have contributed or inspired your booklet, put these on the dedication page. You can also include a “Dedicated to” list.

3. Table of Contents – Sometimes booklet printing needs to include a table of contents in the front so that readers can easily flip to the information they need. This page is especially important when your booklet contains chapters or long sections.

4. Appendix, Glossary, or Index – All of these pages are included at the back of the booklet. The “appendix” is any extra reference information needed, for instance a list of stores that donated the information or products. A “glossary” is a list of terms and definitions contained within the booklet. An “index” often replaces the table of contents because it contains a list of terms and the page numbers on which they can be found.

5. Interesting, Fun, or Educational Information – You may want to include a page filled with tips, hints, facts, or anything else that would interest the reader. Customer reviews or testimonials are an excellent selling tool as buyers trust the satisfaction of other consumers. This page should be advertised either on the cover or in the beginning pages to encourage readers to flip through the booklet.

If you are still stumped on page designs, incorporate the help of a professional. Often, you can find more cost-effective designers provided by your booklet printing company, so check with them before searching for an actual graphic designer or design company.

The Key to Brand Differentiation

It’s hard to stand out in the marketing arena. Many marketers do basically the same things: advertise on TV, Internet, radio, magazines, newspapers, etc. Many attend trade shows, create sales presentations and hand out sales brochures. You see Coke and Pepsi commercials in the same time slots on TV. You see their magazine ads in similar magazines, or maybe even in the same magazine.

Everyone is telling consumers that their brand is better than their competitors. So what makes some marketers different from others? Why are some marketers more successful than others?

It’s strategic differentiation. This relies on the consumer’s perception of the brand. It’s easy for marketers to forget that the brand is not what they make it; it’s how the consumer’s perceive the brand to be.

Consumer Perception
Let’s look at an example. If someone is thirsty, they’ll stop at the convenience store and get a drink.  Everything from water to Coke to Pepsi to milk to Gatorade to coffee can fulfill this need of eliminating thirst. But perceptions of each type of drink’s brand goes through the person’s head quickly. If the person is an athlete and needs a drink because he just exercised, he might pick water or Gatorade. Gatorade is especially connected to athletes. Water is also, to a lesser degree. Water is the ultimate thirst quencher and it has no calories or sugar, so someone on a diet might grab water. People tend to like Coke or Pepsi, not both, so the person’s brand perception of each type of soda will dictate which he picks. If the person is worried about not getting enough calcium, he’ll pick the milk.

This example shows how an everyday, seemingly simple decision can be affected by strategic differentiation. Each brand brings something different to the table. They all bring it in the same ways, i.e. commercials, advertisements, but each differentiates itself from the competition.

So it’s the message that is at the core of strategic differentiation. The more focused that message, the better. The key to focusing your marketing message across all channels is to identify your unique selling proposition (USP).

USP Defined
The term and concept was introduced by Rosser Reeves of Ted Bates & Company in the 1940s. Reeves explains in his book Reality in Advertising that a USP: (1) tells the customer a specific benefit gained from using the product (as Reeves puts it: the copy is “not just product puffery”; (2) the proposition must be one that the competition cannot or does not offer; (3) the proposition must be strong enough to move millions of people to act.

Two examples of good USPs: Head & Shoulders: “You get rid of dandruff.” M&Ms: “The milk chocolate melts in your mouth, not in your hands.” (Although, I beg to differ! Especially on a hot summer day.)

The point is that these brands were the first to offer these USPs. Other shampoos now get rid of dandruff, but Head & Shoulders was the first to make the claim. The unfortunate thing about a good USP is that it doesn’t usually last long. What I mean is that your competitors will copy you or at least try to copy you. The good thing is that consumers will remember that you brought the USP to the market first.

7 Design Tips for Better Print Marketing

1. The headline: Use words that catch readers’ attention in the headline and that will pull them into the rest of the copy. Words like “free,” “save” and “secret” work well to intrigue people into finding out more about what your print marketing has to say.

On average, the headline is read five times more than the body copy. That means people have read the headline and it wasn’t good enough to motivate people to read on. Don’t become part of that statistic! Include a clear benefit to the reader in the headline and you’ll draw them in. If you can pair a benefit with an eye-catching word like “free,” your headline will have real stopping power.

2.  Use white space. Any space in your design that isn’t filled with text or graphics, or is in other words blank, is considered “white space.” Don’t feel like you have to fill every square inch of your print marketing materials. Whether it’s a flyer, postcard or brochure, a simple, uncluttered design will look much better and will draw people into your marketing piece than a cluttered design.

3. Limit yourself to two fonts. Any more than two fonts will make your design look cluttered. Unless you have a huge poster or a big marketing piece that can handle the extra fonts, stick with two. You should use a sans-serif font for your headlines and subheads (sans-serif means “without feet” in French; examples are Arial and Century Gothic) because sans-serif fonts are harder to read when they font size is small. Use a serif font for all of your body copy, or your smaller size copy. Serif fonts have “feet,” which make them easier to read. Examples of serif fonts are Times New Roman and Garamond.

4. Address your audience. Make sure you talk directly to your audience – say “Attention CEOs” or blatantly ask “Are you a stay at home Mom?” By talking directly to your audience there will be no mistake who your message is for.

5. Use before and after ads when possible. People have an above average understanding of before and after ads, and I think many women like them because they are like makeovers. When you can give proof in a photo format that your product works, there is no contesting it.

6. Use photos instead of line drawings when possible. Photos are more believable than line drawings. Photos are better at drawing people’s eyes in because the colors are generally more saturated than in a graphic.  

7. Test your ads again and again. Readership increases with repetition. Keep testing new ads against old ones to see which ones are more effective. There comes a time when repetition gets boring, so be sure to switch up your design to keep consumers interested.

Things to Consider In Printing Newsletters

The purpose of your newsletter may be to keep members of a club updated on current events, to promote your company and keep up a connection with customers, or to generate sales. Whatever your goals, there are a few things that you need to consider before designing and printing newsletters. Deciding on layout format beforehand will save you from timely setbacks that can cause you to miss your deadline.

1. Some newsletters are printed in black-and-white to cut costs. While considering cost is necessary, you need to weigh money saved against the quality lost. Full color newsletters are much more appealing. Don’t be fooled by the term “full color,” though. This term refers to commercial printing, which involves using the four color (CMYK) method of printing. A stunning newsletter uses color in concentrated, select areas rather than scattering small bits of color throughout.

2. Choose the type of fold for your newsletter. Generally, most newsletters use only one of two fold types: the French fold or the double parallel fold.  
             
French Fold

The French fold involves folding the paper in half, then in half again perpendicular to the first fold. Often, the purpose of the second fold is to merely make it less bulky for mailing. Therefore, the layout is set according to the standards of a half fold. This creates a newspaper feel.
  
Double Parallel Fold

Double parallel folding also provides a “news” feel because the layout can also be based on the first fold only so that the second fold is to provide for easier mailing.

Of course, you may decide that you want to lay out the newsletter according to the full folding technique. Play around with the folding by sketching a layout on a piece of paper to help you decide what works best for your newsletter image.

3. The type of paper used in newsletter printing can help to reduce costs. Most newsletters use a lighter, uncoated paper, such as #70 text, which costs less than a heavy gloss paper. Although a heavier paper is not necessary since the idea is to copy the image of a newspaper, you might decide that yours needs the durability of a heavy, coated paper text.

4. The size of the paper refers to the final size when the newsletter is opened flat. Avoid delays in printing by designing your newsletter for the appropriate size. If you want an 11×17 tabloid size but design the layout based on an 8.5×11 letter size, then your final product will either have margins that are too large or its also possible that valuable information will get trimmed because of the size error.

5. When you are ordering newsletters from a commercial printer, you may not be able to find a template specifically for newsletters. If this is the case, simply choose a template from the flyer list, or brochure list if flyers are not offered. Both of these provide folding and paper options needed for newsletters.

How to Integrate Print Marketing with Online Marketing

It’s no secret that many marketing venues are online that were once exclusively offline.  Everything from television to brochures are online now. But does that mean that print marketing is dead? Hardly. It might not be as big as it once was because people now have multiple outlets, but that just means print marketing has to share the spotlight with its online counterparts.

People typically do their initial research about products online by checking out forums, review sites and the product manufacturer’s Web site. Some people do all their research online, but many still request brochures, catalogs and other printed materials from the manufacturer. People like to be able to relax on the couch without a hot laptop on their lap and just look through a catalog. The glare from looking at a computer screen all day is not appealing.

All of this means that you must integrate your print marketing strategy with your online marketing strategy.

Here are a few ideas on how to do that:

Use your print marketing to direct people to your online marketing. If you use postcards to draw people’s attention to your product and then direct them to your Web site for more information, you’ve just drawn people in with the information that would have been on a brochure for the price of a postcard. Since Web site hosting is cheap, you can put as much info on your site as you want and not have to worry about paying for an extra four pages of content like you would a brochure.

You can also cut back on catalog printing costs. Send out a 40-page catalog with your best products instead of your usual 56-page catalog and direct people to your Web site for more catalog selections. You save money on printing and people can still see all of your products on your Web site. You can focus your catalog on your best moneymakers and feature the not-so-popular items on your Web site only.

Create an e-newsletter. Include info that your customers crave, like how to save money on products in your industry and info on the best products on the market. If you already have a print newsletter, include a link in the newsletter for consumers to sign up on your Web site to receive the e-newsletter. You can build your email database this way and also keep in touch with consumers in the way that they prefer. Older consumers prefer to get their news in print while younger consumers would rather get their news online.

Include an interactive copy of your brochure or catalog online. Make it searchable so people can browse to exactly what they want online. Many people will note what they want from your print catalog and then get on your Web site to make their purchases. Make it easy for them by including a search box for the online catalog and making it easy for people to find what they’re looking for.

Picking Poster Printing Paper

Posters connect as an advertising tool where many other advertising mediums cannot. No matter how or where your posters are working for you, there is an ideal paper choice which can serve to protect and enhance your posters.

Card stock
The strongest paper type, poster printing on card stock is ideal when your poster may need to stand on its own without any support. Images typically are vibrant and rich. Card stock is excellent for poster printing when you expect to display your posters outside or plan to keep your posters on display for long periods.

Satin paper
Satin paper is still considered a heavyweight paper, but is the lightest duty that you would want to use for posters. Pictures and graphics are typically stunning. Satin paper is fine for indoor use and is a great value for your dollar.

Matte paper
Not quite as strong as card stock, matte paper is known for being ultra UV-resistant. In some cases, matte paper is said to be able to resist fading for over 100 years! Poster printing on matte paper will produce images of fair quality and your costs will be middle of the road for poster paper.

Glossy paper
Of the same thickness as matte paper, glossy paper has a shinier surface. Glossy paper also has incredible UV-resistant attributes. While slightly more expensive than matte paper, images look much more brilliant and vivid. Glossy paper is one of the most expensive poster printing paper choices you can make but also the most appealing.

Watercolor paper
For a more artistic approach, watercolor paper blends the best of card stock and matte paper. While still not quite as thick as card stock, watercolor paper has the same UV-resistant appeal of Matte paper with the strength of card stock. Images are fair quality, not as good as satin or glossy papers. Watercolor paper is typically one of the more expensive poster printing options, but allows for indoor and outdoor use.

Designing Brochures

Brochures are the paper ambassadors of your business. They represent your company, your products, and your brand on your behalf. With that in mind, the design and layout you choose for your brochures becomes essential.

There are a few fool-proof methods for designing brochures that you can use to your benefit. The father of modern print design, David Ogilvy, put as much emphasis on research as he did the artist side of layout. His tried and true methods can serve as a blueprint as you design your brochure.

Pictures
The first thing that people look at when they pick up your brochure is the pictures. As Ogilvy notes, the eye finds the graphic elements the most interesting and typically goes there first. You can use this to your advantage by doing two things: use pictures and print in color. Just because you do not have a picture on your brochure does not mean that a customer will not look at it, but using pictures will only help. Knowing that this will be the first place customers look will aid in selecting pictures that guide the customer through the rest of your presentation.

Captions
After the pictures, the customer will look at your captions of the pictures. Captions can be omitted, but using captions to highlight features of products or to emphasize key points of the brochure will only help to drive your ideas home. Keep captions short and to the point. Make sure they also are relevant not only to the images but also to the brochure as a whole.

Headlines
The next place that Ogilvy states the customer’s eye will go is to the headline and sub-heading. Headlines should always be included any time there is more than a few sentences of copy or content. This helps the customer decide whether or not they want to read the “fine print” or details of the brochure. Headlines should highlight the main point of the following copy in a few words. Sub-headings give you the opportunity to expand on the headline and divide the content into smaller pieces.

Copy
The last thing a customer will read is the copy. This is not to say that the actual descriptive text is unimportant. Unless the other elements of the brochure (pictures, captions, headlines) guide the customer to the copy, then the customer may never get to the point where they actually read what you have to say.

Steer Clear of a Calendar Campaign Catastrophe

If you are looking for a marketing method that puts your brand in front of your customer day after day, then look no further than a calendar. Calendars are useful giveaways that you can use to promote your company. Not too many promotions will garner a “Thank You” from a potential customer! When you give your customer something they will use daily and that will keep your corporate identity in front of them year-round, it is win-win for everyone.

Not all calendars are created equally, and that’s not a reference to the leap year. You can waste a valuable opportunity to reinforce your brand if you do not carefully consider the elements of a successful calendar: the right size, the right look, and the right branding method. Besides missing a golden opportunity, you will be wasting money on a marketing tool that is ultimately ineffective. The key to a successful calendar campaign is to understand your customer, and the following ideas illustrate several elements that will ensure you give your customer a calendar that they will actually use.

The Right Size

Calendars come in all shapes and sizes, but what does your customer need? Would a full-size desk calendar be the most helpful, or would a miniature calendar with a magnet that can be affixed to the fridge in the break room be better? Calendars can also be designed to be put on the wall of the office or cubicle. Maybe you need multiple sizes so your customer can make their own choice. Whatever size or sizes of calendar you choose to print, keep your customer’s needs in mind.

The Right Look

The calendar has to have an appropriate look and feel. If your customers work in a professional office, make sure the photos and the content you use are appropriate for this environment. Peaceful scenes and landscapes are standard fare. If you have customers that work in an industrial environment, high energy posters may be better. Think about using sports scenes with figures in motion. Your customer wants something inspiring that will complement their environment. So, give them what they want and you will have a customer advertising on your behalf.

The Right Branding Method

It is easy to get greedy at this stage. Of course, the natural temptation is to put your logo or other branding tools all over the posters. But keep in mind that your brand influences the look and feel of the calendar. Nobody wants to feel like they are promoting for another company. Be careful with how you integrate your brand into the calendar. Subtlety goes a long way. Consider a simple logo in the bottom right-hand corner of the picture or even along the bottom of the dates. Do not compromise the calendar by plastering your logo all over it as the result will more often than not be that the customer simply will not use it.

It is easy to ruin a good calendar campaign. Keep your customer’s needs in mind and design calendars that are the right size, the right look, and are branded carefully.

I Want Word-of-Mouth Advertising Balanced with Traditional Advertising

Advertising comes in all forms, from TV commercials to brochures. But it would be nice if most advertising came from people we knew and trusted, wouldn’t it? In one way, with word-of-mouth advertising, it kind of does. We see some cool shoes on our friend, she says they’re comfy so we go out and get ourselves a pair.

 

In another way, we see something on a celebrity and we immediately want to go out and get a knock-off since we can’t afford the real thing. Similar kind of concept – it’s almost like word-of-mouth, but more like picture-in-tabloid advertising. Either way, we like what we see and it’s not directly from the advertiser, which makes us like it even more, although some would argue that point when it comes to celebrities getting free stuff and wearing it to make us common folk want it.

 

Chris Brogan has a video on his blog (http://www.chrisbrogan.com/the-way-i-wish-advertising-worked/) from John Chow that shows Chow eating at a crab shack in Washington state. This kind of advertising is what Chris would like to see more of instead of newspaper ads or banner ads on a Web site.

 

I think the concept is good – people advertising for places that they thoroughly enjoy, without getting paid to tout it, but I don’t think this particular video is that great. It doesn’t make me salivate and want seafood the way a Red Lobster commercial can. There’s something to be said for staging and good lighting, I think.

 

And, sometimes ads aren’t all that bad. Some are downright funny (hello, Super Bowl) and there are even shows dedicated to showing the funniest TV commercials all over the world. Sad, but true – I’ve actually watched that show and I think I laughed out loud more than I ever did watching many sitcoms.

 

Besides, what would ad writers and production crews do if we took away the ad? They’d starve to death and we can’t have that! We’d have to live with the guilt and knowledge of wiping out an iconic pastime in America: the poor ad. And anyway, as people continued to make their own home video-type of ads, those people would become the ad actor and actresses and then they’d be hiring their own production crews and ad writers, and then we’d be back to square one.

 

So, I agree that word-of-mouth advertising works, or word-of-video or whatever you want to call advertising on the ‘Net, but I think we shouldn’t shun the traditional advertiser. When would we go to the bathroom during TV shows if we did?

Expand Your Client Base with These Low-Cost Tips

If your business could use some more customers (and whose business can’t?) it’s time to put the customers first. This means in all the marketing you do, from brochure printing to answering your phones, you need to focus on your customer rather than your business.

When you are designing your brochure printing pieces, think of what information your customers would like to know and in what order would they easily understand your brochure’s message? When you answer the phone, would it behoove customers to know about your current sale? “XYZ Corporation, where we now have all our in-stock merchandise 20 percent off.”

Nowadays, consumers are so used to advertisements that they often ignore them, unless the ad really speaks to them. Consumers have been schemed in the past, which puts them on guard for any kind of advertising you aim at them. Sometimes the best marketing is the cheapest. To do your best marketing and expand your client base, follow these no-cost and low-cost tips.

Ask your customers for their opinion. You can do this informally, while they are checking out with their purchases or while they peruse your store, or you can do this formally, with an email or phone survey. The point is to ask your customers their opinions about which products are great and which products are flops. Also, ask for suggestions on what you can do better. Oftentimes, what you can do better is something your competition does better than you. By asking for your customers’ honest opinions and letting them know that their suggestions will be taken seriously, you can not only improve your business, but you’ll also build a relationship with your customers.

Expand your target market. After you’ve sufficiently tried to reach a certain target market for a period of time (at least a year), you can try expanding to other markets to bring in new customers. It’s quite possible to tap out a target market, especially if that market is small to begin with. Take a look at your current offerings and figure out who else would like or need your products. Send out a small test advertisement through direct mail or take out a small ad in a magazine or newspaper directed at the new target market. Don’t waste money on unchartered waters; just spend a small amount at first and then spend accordingly depending on the feedback from the test market.

Follow up with current customers. Genuinely show your interest in how your customers are doing and whether they’re happy with their recently purchased product or service. The conversation about the product or service is just a small part of the follow up. Ask how things have been going and ask if you can help them with anything else. Treat your customers like friends and they’ll keep coming back.

If someone called inquiring about a product, make sure you get back to that person within 48 hours. Don’t let customers get away with bad customer service.

None of these tips will break your bank; if anything, they take more time than money. If you follow these tips, you’ll pleasantly surprise your customers and they’ll keep doing business with you to see how else you can surprise them.

Polishing the Chrome

The wars for internet browser dominance have come a long way from the early struggle between netscape and internet explorer which was plagued by a lack of design standards and an emphasis on adding proprietary features over fixing bugs.  That fight ended with Microsoft’s Internet Explorer becoming the de facto web browser of choice and the slow demise of Netscape.  For years Microsoft’s IE browser has held dominance and the vast majority of web surfers don’t even realize there are alternative browsers available to them.  That has slowly been changing with the growing success of Mozilla’s Firefox browser, followed by other would be contenders like Apple’s Safari and Opera Software’s less creatively named Opera browser.

Now a new contender enters the fray.  Originally intended to launch on September 3rd, the beta of Google’s entrant into the battle for browser dominance, Chrome, leaked a day early and has created a firestorm of interest among internet users, due in no small part to the popularity of Google’s search engine.

Like the other new contenders for Microsoft’s throne, Google’s new browser is open source, which means that the program code is available to internet users so that they can add to the code in an effort to improve performance and add features or utility.

In many regards Chrome is a natural progression of the open source browsers that went before it and is largely an evolution of the browser rather than a revolution, though it does have few revolutionary features.  Overall, the user interface is clean and simple, incorporating elements that have become standard to other browsers.  The greatest difference of note is that tabs for tabbed browsing are placed on top of the browser rather than below the address bar, a placement common for other browsers.

Most of the improvements implemented by Chrome would go largely unnoticed to the uninitiated or uninformed.  The most notable of which is the JavaScript V8 engine that is purported to enhance browsing speed and make it the fastest browser available.  From my own testing I can confirm that Chrome is indeed faster and more responsive than Firefox version 3, which had been the leader in browsing speed.

Snappiness aside, the next most noteworthy feature of the new browser is that each tab opened in Chrome is separate or “sandboxed.”  This similar to Internet Explorer 7’s “Protected Mode”.  What this effectively does is segregate any processes or scripts that run in a tab from the rest of the computer.  Though I haven’t had the chance to experience this first hand, this should significantly improve the safety of internet surfing, as mal-ware and spy-ware have become a growing threat to computer users and were one of the primary factors behind users looking for alternatives to the weak security of Internet Explorer’s earlier iterations.

Perhaps the most novel addition to the feature list is “incognito” mode, which enables you to browse the web in complete privacy.  In incognito mode no traces of your web surfing activities (such as cookies, cached pages or browsing history) are saved.  Score another hit to dwindling workplace productivity.

No beta release escapes public scrutiny unscathed, though, and there are already a handful of complaints about the new browser.  The earliest noted issue is a flaw in chrome that can trick users into launching malicious executables directly from the browser and bypassing the sandboxing feature.  Supposedly, this has already been addressed in Java and this will likely be patched quickly.

Perhaps of more significance, is reports from users that upon uninstalling Chrome, the HKCU:Run registry and HKEY_LOCAL_MACHINE/SYSTEM/CurrentControlSet/Services/gusvc keys are not deleted, along with the updater.  This has lead to some inconveniences for those who have deleted the program, as they still receive update notices even after the program has supposedly been removed from their computer.  This can be alleviated by deleting the left over directory and making a few simple changes with window’s registry editor, but, honestly, this is an issue that Google should address in later iterations of the browser.

With the amount of positive buzz it has generated, one can safely call the launch of Google Chrome an unparalleled success.  It remains to be seen what share of the browser market Chrome will ultimately steal away from its competitors, but the burgeoning browser is off to a good start.  With the improvements that are sure to come out of its beta phase, Chrome has potential to be the new king of the web browser hill.

Cost-effective Catalog Printing

When designing a catalog, many companies end up spending more money than they intended in the first place. Choosing a format for catalog printing affects the cost greatly, and often the more creative layouts can be the most expensive. The list below gives some of the common choices available when printing a catalog and separates the economical ones from the budget breakers.

1. Paper Stock
Two choices that need to be made for the paper of a catalog are for the cover and inner pages.  The cover of a catalog can be either the same as the text pages or heavier.  Lighter paper text will cost less, as a will uncoated vs glossy.  Choosing a different cover stock than the regular text paper will also raise costs.  Some choices for text include 100# text, 80# text, or 70# text.  A cover stock is usually 10 pt weight.

2.  Page Count
Because of the way that conventional printing presses work, choosing 8 page increments is much more cost effective than four page increments for catalog printing.  For a self-cover design (the cover paper is the same as the inner pages), the best count is 8, 16, 24, or any other 8 page multiples. For plus-cover formats (the cover is different from the inner pages), the page count is separate from the cover: 4 page cover + 8 page text, 4 page cover + 16 page text, and so on are the most economical choices.

3. Trim Sizes
Offset printing presses offer standard catalog sizes along with trim options, which can be costly. The cheapest trim options are 5.5×8.5 up to 6×9 or 7×10 to 9×12.

Keeping catalog costs low enough to make it a profitable venture is always important. Although, when choosing the different options available for catalog printing, a company should always keep in mind that sometimes the extra cost is worth the unique design, especially if the catalog advertises common products and needs to stand out from competitors.

Recession Proofing

With the going rate of gasoline and increasing concerns about food cost, its easy to see why more and more people’s primary concern is becoming saving a buck.  As we head into a full on recession, consumers are being forced to make serious choices everyday about how they spend their money.  Everyone from young professionals to retirees are looking for ways to maintain their lifestyle while trimming their budget.  As an entrepreneur, your challenge in this turbulent market is to maintain attract increasingly frugal customers while maintaining your own bottom line. That means offering savings that draw customers in during a time when many are cutting back.  Here are a few suggestions to help you do just that.

Special Promotions – Rather than offering store wide discounts that can wreck your bottom line, use special promotions to attract customers looking for savings.  These can be short-term promotions on products, or you can create special bundles of products or services that will appeal to consumers.  What profit you may lose on the discounted items can be made up for with additional, full price purchases that customers are likely to make once you’ve coaxed them into your store.

Reaching Out – With the cost of gas, less consumers are taking leisurely drives and most are trying to limit their shopping excursions, cutting out on many of those spur of the moment purchases that might once have bolstered your company’s profit margin.  With that in mind, it may be time for a little color printing in an effort to update your catalogue.  Then you can reach out to shut ins that may be trying to avoid that now costly thirty minute drive to your store.  It only benefit’s the customer if they can shop from the comfort of their home while saving on their weekly travel budget.  If you really want to sweeten the deal, consider offering free shipping within a certain geographical area or for purchases over a set amount.

Evaluate Your Offerings – One of the crucial elements of marketing in a recession  is understanding changes in customer perceptions.  Products that were previously viewed as everyday staples are increasingly seen as luxuries.  There are always “must have” products that retain their perceived value, though.  Your overpriced gourmet pizzas may not be selling like they used to, but it‘s unlikely that your beer sales are hurting, in fact, they may be seeing quite the upswing.  Whatever the case, discover what your customer base wants most right now and develop your marketing strategy to accentuate your offerings.

Just because times tough all over, doesn’t mean that there aren’t ways you can weather the storm.  In fact, with a little strategy and creative thinking you may just find yourself making more money than you did during the so called good times.

Cool Gadgets that Implement Awesome Design

I love Smashing Magazine’s Web site (www.smashingmagazine.com). I especially love the article showcasing “Innovative Design and Devices” for 2008.

A few of my faves: 

The Sony “apple” remote control. I put apple in quotes because I was confused at first – is the remote made by Sony or Apple? It’s made by Sony and just looks like a fresh green apple. Green apples are my fave, by the way. The remote is different from other remotes in that instead of pushing buttons to change the channel and volume, you just wave the remote around in the air. It’s quite weird and intriguing. Wave it to the left to turn the volume down; wave it to the right to turn the volume up. For coach potatoes, it could be just that little amount of exercise they can tolerate. You wave your remote in the air…wave it ’round like you just don’t care. Okay, channeling some 90s hip hop there. But that’s seriously what the illustrating photo looks like. Check it out.

The Toast Messenger is another fave of mine. It’s totally a want and not a need. It’s really a waste of money, but no more so than lottery tickets, in my opinion. You write a message on the top of this one-slice toaster and badaboom: your toast comes out with your message lightly burned into the top of it. This would be very sweet for your sweetie in the morning, leaving love messages in his or her toast. Yeah, okay, blech – too sweet! On another note, it might help parents get their kids to eat toast, that is, if their kids don’t like toast. I’ve never known a kid that didn’t like toast, but then again, I don’t know many kids.

I’m also digging the Eclipse Partitioning System, which is a non-cubicle cubicle. It’s a desk in a pod. The pod’s hood opens and closes and the coolest part is that that hood can change colors. It can also change scenery. That’s right, scenery, people. So when you’re sitting in your pod and you want to be outside, just push a button and the pod’s hood changes the scene so you’re watching a golden field sway in the wind. You can also gaze at a sunset sky filled with oranges, yellows and blues. The whole pod is on wheels, which makes it super portable, which I believe was the main point, but I was too taken with the scenery changes to care about moving it. Why move it when the scenery can change without you moving? Channeling all coach potatoes….

Last but not least I’d like to mention the Vaio Zoom notebook. This is an awesome laptop that doubles as a piece of art, almost. It uses holographic technology to make the laptop screen clear (the whole screen is clear, no plastic or other material holds the screen) and the keyboard goes opaque when the computer is turned off. When it’s on, you can see the keyboard, and the screen looks like a normal computer screen. It sounds quite distracting – perfect for work!

How to Get More Exposure, Professionally

Once you are on top of the corporate world, you don’t have to do much work to get good gigs. They just come to you. Of course, you have to work your way to the top to … not work. Or at least not work for your gigs. Here are some ways to claw your way to the top at work or just in your professional life to boost your career.

Att-i-tude
You have to have some attitude to get those high-roller jobs. Don’t be afraid to give others your opinion, but state them in a non-condescending way. You want to be authoritative without belittling others, especially the higher ups. When you’re in a meeting, don’t be afraid to speak up or to disagree with management. Just make sure you have sound reasoning and facts to back up your position. People that speak up are seen as leaders and will often be chosen as leaders later on when a new project comes up.

Create some controversy
Call out your boss or another company by criticizing something they’re doing wrong. Only do this if you know how to do right and you have the confidence and know-how to do it better. It seems counterintuitive, but by calling someone on their mistakes and telling them how to fix them, you’ll be seen as a fix-it person, a go-to kind of employee. Many people have been hired for telling a company what they are doing wrong and how to fix it. If you can argue your point effectively, you’ll stir up the waters but then you’ll have the power to calm the waters back down.

Get involved
If there is some kind of industry event going on, ask your boss if you can attend. If you’re your own boss, go to as many industry events as you can to hobnob with the higher-ups at other companies. Get your business card out there, along with your face. By going to events, you also get to impart the info you learned back to your boss or your colleagues. You might even get interviewed for the company newsletter or company Web site. This could lead to the CEO of the company calling you for a briefing or for lunch to discuss what you’ve learned.

Another way to get involved at work is to sit on committees and actually contribute to ideas and events. This is a great way for other departments to get to know you and vice versa. The more people that know you at work, the more authoritative you seem. Why else would everyone know your name?

Stand out from the crowd
Whether this is a crowd of peers or a crowd of job seekers, you need to differentiate yourself so that employers take notice. You can differentiate yourself through your clothes, actions or thought process. Elvis was famous because he was doing something no one else was at the time. Try to channel your inner Elvis and find some way you can stand out that makes you better, not weirder.