Part 3 of 4 – Now That You Have Given Up On The Idea Of Designing Your Own Logo – Who Do You Hire?

By Rhonda Weisberg

1) Hire a graphic designer, not a web designer. Or hire a web developer with a graphic design background. These are usually, but not always, mutually exclusive professions.

Here are some starting places to find a great designer

Best: a referral from somebody whose logo and printed materials you like;

Good: business associations;

Okay: Potluck/online sources where you can bid on freelance designers’ work.

However you find your designer, be sure to look at their portfolio and don’t be afraid to ask for references.

2) Please hire someone local. It is well worth it to retain somebody you can meet with — at least once. You want a designer you can trust with one of the most important aspects of your business, someone who will listen to your needs and goals, knows the right questions to ask you, and really aims to achieve the look and feel you are after.

You also want to work with a designer that you like and respect well enough to have a long-term relationship with. You will need marketing materials for years to come and working with the same designer will ensure consistent branding that evolves organically with time and the growth or your business

A good designer will create your logo in a software program readily used by all printers, such as Adobe Illustrator. Photoshop, for example, is not a great choice for logo design because it cannot provide you with a true vector file (a file scalable to any size).

He or she will also understand the nuances between different target markets. For example, a party planner for children’s parties will require a look that’s very different from a party planner that handles corporate events.

Rhonda Weisberg is the owner of Juggling Cat Design, your source for all your design needs. Give her a call at 404-422-8751

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Quick Surfaces Update

The annual flooring tradeshow seems to have been an unqualified success. You can read a recap here http://www.surfaces.com/preview/ind/press-release-post-show-results.aspx

Glad to hear it and – as I said – I had a feeling…

 

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Surfaces 2012

Rhonda’s third installment about graphic design and logos will come up shortly. I felt compelled to wish all attendees and exhibitors from all corners of the country and the globe the best for this year’s Surfaces Expo in Las Vegas. This is the most important flooring tradeshow in the United States and I have (wo)manned a booth there many times.

This year is different – not because I’m not going, but because this will be a pivotal turn-around year for our industry. I can feel it. All but a few retailers, distributors and manufacturers have been through another 12 months of cost-cutting, lay-offs, factory closings and sleepless nights.

We’re all weary and worn out.

Then Surfaces 2012 rolls around and the excitement level rises.

One, because we’re habitually late in finishing exhibit materials, making hotel reservations and deciding who will go.

Two, because we are anticipating the new products: The colors of exotic woods, the textures of carpets and rugs, the innovation in LVTs, the laminate locking systems,  the way that listello catches the light just right – you know what I’m talking about.

Three, because we are going to re-connect with old friends, many of which we only see at Surfaces.

Four, because the educational sessions are stellar. The speakers are industry icons and the knowledge we will take home is invaluable.

Five – and it’s a big one – because we are going to do business!

Retailers will mentally re-arrange their stores when they discover the new “must-have” products.

Distributors will conduct extensive market research wandering the aisles of the “floor” to see which collections to add and whether or not to create a private label line. Maybe you’ll leave with ideas for a whole new product extension, such as adhesives or cleaning kits.

Manufacturers will get “feedback pure” on their new products from distributors, retailers and consumers alike.

Having worked the show from a manufacturers perspective we always tried to elicit as many comments and opinions from our customers as we could. They’d innocently enter the booth and there I was – with my clipboard, upon which they rolled their eyes and said: not another survey! Sorry Guys, but you always gave us excellent information that ended up in product development or new tools for you!

Best of all, everybody will go home with a stack of business cards to follow up on.

Yes, 2012 will be a good year. Mark my words.

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Part 2 of 4 Should You Design Your Own Logo? by Rhonda Weisberg

Rhonda is the owner of Juggling Cat Design in Marietta, GA. Call her at 404-422-8751 for all your graphic design needs.
Part 2 of 4
Should You Design Your Own Logo?

No, no, a thousand times no. For the following reasons:

1) Chances are you are not a designer. You are probably not familiar with fonts and which ones are appropriate for a particular purpose. And you probably only have a handful of fonts, unlike the thousands that most good designers have. Personally, I would love it if I never saw the ubiquitous Comic Sans again.

2) You probably don’t have the software you need to create a logo that can be used at any size, in or on any media. This has been a good way for me to make money, though! I have had to recreate countless logos because the client was not able to offer me a logo that was suitable for printing.

3) It will probably be very frustrating and time-consuming, and your time is better spent doing what you do best: run your business.

4) Lastly, you may not have an eye for design, period. And that’s okay, I can barely balance my checkbook. Recognizing your strong and weak points will help you a lot in business, anyway. Unfortunately I run into all too many potential clients who designed their own logo and think it’s great! Please be open to an expert opinion—you are tough and you can take it!

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Everybody’s 9/11

This post is not about flooring or about marketing. It’s about a day, ten years ago, that is etched in my memory. Every year since, I thought about the people that perished and the things I did, but this is a special day. Ten years have gone by and the recollections are as fresh as in 2001.

9/11 has always held awe, inspiration, utter sadness, tears and hope for me.

There are few venues for people to really say what they think and feel about this day. Please consider this one of these outlets. You can write to my email slorek@odm-online.com, or comment right here.

This is my 9/11 story.

I worked for a company that was launching weather and traffic channels in Holland, Germany and England. On 9/9, 2001 Tom, Mike, Pete and I left for London, Glasgow and Leeds to conduct a series of focus groups to see if we had a viable product. You’d think that British people would be interested in weather since they had so much of it. We were correct, by the way, but that’s not important.

We arrived on 9/10 and took the train to Glasgow, Scotland the next day. A great experience. There were old-fashioned “stewardesses” on board who served us tea and crumpets. I’m not making this up.

We arrived in the early afternoon and – after driving around for a few dozen miles, found a hotel downtown. My phone rang in the room. It was my boss, Tom, asking if I had my TV on. I said no. He said – turn it on now. Something happened in New York and it’s on every channel. I switched on the set, saw the towers burning and could not believe my eyes. I called Mike one floor above and asked if his TV was on. It was broken, so I told him what I was seeing. He said – very taken aback – you don’t make jokes about things like this! Realizing that he thought I was “taking the mickey out of him” as the English would say (making up a story) I told him to come down to see for himself. He did and we spent the next hours glued to the set.

I have no idea what happened that evening. The four of us probably went out for dinner, discussed what happened and next day’s agenda and that was that. I know I came back to my room and cried because the magnitude of what had happened finally sunk in.

We conducted our focus groups and boarded a train to Leeds, where we did the same, boarded another train and ended up in London. By this time we knew we wouldn’t be able to fly back home. Every plane was grounded. None of us had cell phones that received emails (2001!) so we took frequent trips to Kinko’s and made good use of their Internet connections to find out what was going on back home. We walked back to the hotel, talking animatedly to each other and suddenly realized that something was going on. something had changed in the environment, there was a palpable atmosphere but you couldn’t put your finger on it for a few seconds. We stood still on the sidewalk and saw every person and every car stop in its tracks, church bells were ringing but there was no other sound: no car horns, no human voices, nothing. Tony Blair had called for a minute of silence and a whole nation came to a stand still. The world around us was literally at a freeze frame. People had come out of their office buildings to stand in the street, heads bowed. This was such a profound moment for me that I still tear up and get goose bumps thinking about it.

We went to a bookstore, a restaurant, just down the street, no matter where we were people would come up to us. Our obvious American accents gave us away. They talked about what happened, wondered if we had loved ones in New York, the Pentagon or Pennsylvania, wanted to know if we were all right. We were the tangible “America” that the Londoners could express their feelings to first hand. The overwhelming impression for me was that of a global community, a kinship across borders that formed in a matter of hours and days. We were all on the same planet and none of us could put into words the horror, the why’s and the sorrow we all felt.

One day, we walked in the embassy district. Close to a small park we encountered a large crowd and found out that this was the home of the American Embassy. The line snaked around the park and it was difficult to see where it ended. A book of condolences had been started and people waited patiently for their turn to sign it. I looked up and on top of the Embassy building was a bronze eagle with its wings spread wide. It looked as if to say: “Don’t worry, I’ll protect you.”

The next day we had breakfast on the top floor of the famous Harrod’s department store. We were sitting at the window looking out over London and a good bit of clear blue sky. Suddenly, I saw a movement out of the corner of my eye. It was a plane. The first one we had seen since the tragedy. It meant that we could go home. We all flew out on different days and various cities but eventually ended up back at the office.

We are living all over the four corners of this nation now but we’ve emailed each other every year since ten years. We recount little anecdotes and remembrances. Mike sent us this one today: “I remember that old pub, with the sign above the bar that said: “don’t drop lites on floor – it burns hands and knees of our patrons”.

We will never forget our experience, nor the lives lost, nor the sense of family we felt from our British friends.

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What is a brand?

Marketing professionals have a whole arsenal of terms that sound very impressive, but are nebulous to the people they do the marketing for. Here is a sample: “marketing mix”, “cross-channel campaign” and “branding”.

I recently saw a book titled “Branding Only Works On Cattle”. Of course I had to buy it right away, because – as a marketer – that statement goes against everything I’ve learned, taught and implemented for more than a decade. Clever man, that author. He and I actually agree wholeheartedly: Branding is an integral part of your overall marketing – it cannot and should not stand alone. Now we’re talking!

Ok, let’s finally define the term so we’re on the same page. Your BRAND is the face of your company. Developing it includes:

- a logo and a style guide so it is used correctly every time (color variations, font, what it should look like for different applications, such as embroidery on a shirt, versus your website or your brochure)
- signage if you have a store
- a slogan if you have one
- business cards, letterhead, invoice templates, forms, in other words, your corporate identity

I could go on.

While the above items are necessary and important, here are the critical questions that must be answered when building and growing your brand:

- What is your promise to your customers?
- Is that promise kept and delivered consistently?
- How do your customer service representatives greet customers on the phone?
- How do you resolve returns, complaints and other customer issues?
- How do you and your managers interact with the employees?
- How do your employees treat each other?

Hmm… you didn’t expect these questions, did you? The first group of items is fairly static. Yes, you may change your logo over time but it most likely won’t be drastically different. The second set is variable by default because it involves humans. You, as the owner, set the tone and character of your brand and then you must make sure that it is kept whole by your employees – including the people who do your marketing. Easier said than done if you run a billion dollar company with thousands of workers. However, if you are like most of us – a small enterprise – you have a lot of influence over how you are perceived by your clients.

Think about it. You may come up with new ideas that will re-shape your brand, or you may rejuvenate it and go back to the “old” values you started out with. Either way – your business will benefit.

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How to Write a Successful Newsletter

The two most important questions are:
What is its purpose?
Who is it for?

The answers should be clear and will be a solid guide for the copywriter.

Successful newsletters have certain things in common:
- The content is varied and includes interviews, top ten lists, human interest stories and/or votes & polls
- The newsletter has a publishing frequency. Set a schedule and distribute your newsletter without fail. Readers will learn to expect it.
- Create a style and personality for the newsletter. Dry verbiage may contain a lot of good information but will not get read.
- Insist on top quality content that is useful and entertaining
- Establish your publication as a trusted source of information. Your integrity and honesty in your conversation with the reader will foster loyalty and subsequent subscriber growth.

Some specifics:
- Tell your readers that you don’t sell their information to anyone – ever!
- Include a link to unsubscribe
- When mentioning links to other sites or articles check if they work before distributing the publication and write out the entire URL starting with http://…
- Include people. We are social beings; so recounting actual stories are interesting.
- Ask a guest to contribute content (but make absolutely sure s/he is a credible source)
- Invite readers to ask questions, share stories and generally participate
- Include an FAQ section, even if it’s only one question
- Adding an off-topic, more light-hearted article creates interest
- Do include news about your business, statistics, etc. but beware of writing an advertorial.

Seriously consider subscribing to a distribution site such as iContact or ConstantContact. These companies offer a variety of templates, so you don’t need to hire a designer. They also make managing your database easy, so you can send different content depending on the recipient target group or industry.

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It’s Your Attitude! By Warren Tyler

It’s my belief that most people try too hard. Life is like poker. If you play with your last thousand dollars you are bound to lose. All things being equal, if you are playing with money that doesn’t mean anything to you, you will probably win. Life is just one sales interview after another. If you don’t like people, it shows. You have to give love to receive it. In fact, selling is the art of being liked—no more, no less.

Throughout my career as sales educator, it was too long a time before I realized that when I encouraged salespeople to forge a relationship, I had no idea that they wouldn’t know what to say. Finally one person asked. “Well Warren, what exactly do you say?” That is when I realized I had to give them examples. Deep down, I thought it was like teaching people to breathe. If you truly like people the words should be there.

People wear their heart on their sleeve—literally. Their interests are plastered over their clothes, jewelry and personality. If I see nothing of interest, I ask them how they are, the reply is usually “Oh, all right” while mine is, “I’m fantastic. Fantastic is a lot better than all right. Would you like to talk to me about it?” This always brings a smile. To those of you that think that this is intrusive, people sense when you really care. It takes courage to be a great person with a great attitude. If I greet someone who has obviously had a stroke or has some other infirmity, my first question is, “What on Earth happened to you!” I have never felt any negativity from anyone, rather the person feels they have an opportunity to talk about the thing even their family hesitates to talk about. Never miss an opportunity to commiserate.

Like everything else, if this doesn’t come naturally, it takes practice. You have to buck up and start conversations in elevators, in the supermarket, while you’re pricking up your cleaning. After a while it will feel natural. As a matter of fact there are ploys to get people to talk to you. Carry a cute dog around the store. If I were carrying a baby or walking a dog, every other person would stop to talk. Pick up some unique vegetables at the market like watercress or endive and you’ll marvel at the number of people who will ask what you use them for.

The art of being liked is simply caring enough to talk with them about their issues never your own. Striking up conversations with heretofore strangers has landed me big contracts, secured a rental I couldn’t pay for, a job if I needed it, dates if I was in a position, upgrades on hotel rooms, on airplanes, bottles of wine from the flight crew when I deplaned, a partnership, seed money for my last chain of stores, and just about everything I ever received in life.

Now I have to admit, I’m different being left-handed. I never worried about losing a sale, messing up the deal, not making money, illnesses or any of the other things that bother people in life, so it was much easier for me, even without trying. One of my old friends stopped me in the middle of a conversation and said; “Warren, you are totally unconscious aren’t you?” he hit it right on the head. I never gave a thought to anything, never had a plan and went into everything loose and oblivious. I would wish that for everyone, but forgoing that possibility, my advice is to love people, be willing to give a hundred times more than you get, try as much as possible to help others have a better life and for Heavens sake, relax.

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Networking for Fun and Success

Ok, here we are back with the store owner and ways to increase business. Are you a member of any associations? I am a dedicated networker for my own business and I can tell you first-hand – it works! Many business associations allow guests to attend their breakfast or lunch meetings and most have “after hours” get togethers, so you can check them out before joining. Trust me, members like giving business to members. Your local Chamber of Commerce is another excellent address. Not only are they great places to network, they also allow you to meet community leaders in a casual environment. I wouldn’t get past the assistant of a Georgia Senator under normal circumstances but I had a pleasant chat with one the other day because he was the keynote speaker at a Marietta Business Association meeting. You may have products or services that are interesting to schools, government offices, or large local companies. Networking is the way to get the foot in the door.

Loyalty. Hard to find these days but a good way to keep customers. We speak of “customer loyalty”. Why couldn’t you show loyalty to your clients to reap the reward of the golden grail – a repeat customer who brings her friends and family. When you sell a large ticket item, do you call the customer a week or two later to see if she’s happy with her purchase? Do you mail her coupons valid for a future purchase if she refers a friend? Do you organize “invitation only” events in your store to introduce a new product while serving finger foods or cookies? (never mind that the invitation is going to three zip codes, it’s still exclusive!) Yes. It takes work, a little money and time to keep existing business and to acquire new accounts – but you know what? That’s why you’re in business!

There is a huge fringe benefit to starting activities like this: you will instantly feel better and in control. Nothing like taking this economy by the throat and telling it that it isn’t getting the better of you.

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