X Designs Blog

Online Marketing – Is it really necessary?

Fri, 11 May 2012 01:05:00 GMT

“The internet is the future of advertising,” and “If your company doesn’t have a website you’re missing out on valuable customers. You’ve heard it a hundred times. If you’re one of those people who have never branched out into having a business website or you think once you have a web page, you’re on the road to a future where the roads are paved with gold - think again!

When launching into age of digital age of advertising, it’s important to know what to expect and what it will take to turn your website into a money-spinner. Simply having a professionally designed website is not enough. You’ve probably invested a lot of time, money, maybe even blood, sweat and tears to get your business off the ground. Online marketing allows you to take what you’ve built and helps it evolve.

Without online marketing, your website is like having a digital business card. If you forget to hand your business card out, you’re not exactly going to generate new leads. And that’s precisely how it works online too.

You can’t sell something that’s a secret.

On the internet superhighway, there isn’t any drive-by traffic. Traffic refers to people who land on your home page. People interested in what you services or goods you have to offer often tell other people be it face to face, via Facebook, blog or forum. The more people that hear about your website, the more probable it will be these people will also visit your website. In turn this will lead to interested individuals making a purchase.

To gain maximum exposure for your website, online marketing is a must. So how do you go about marketing your website or ensuring it’s not the world’s best kept secret? First step is to talk to a graphic designer with web experience. The second step is to ensure your all your text is search engine optimised, in other words, written specifically for search engines like Google. And last but not least is develop an online marketing strategy.

If words like online marketing, professionally designed websites and search engine optimisation make your head spin, talk to a proven professional. They will be able to assist you with making sure your website looks snazzy, is easy to navigate, the text is optimised for search engine, explain pay per click advertising and help you design online marketing strategies to take your business to the next level.

Digital printing or Press Printing?

Fri, 04 May 2012 04:16:00 GMT

Your marketing material is designed. Whether it's letterhead, business card, brochures, flyers or posters, it’s time to send it off to the printers. Now comes the big decision of how to get it printed! Press printing or Digital. What’s the difference between press printing and digital printing?
We’ve highlighted the pros and cons to try and help you weigh up your printing options.

Digital Printing

Digital printing is cheaper. It’s about half the cost of press printing as it prints directly to paper. There’s no need to bother with film or plates. You get faster results and some printers can even provide a same day service depending on their work load. However the digital printing process uses four colours - Cyan, Magenta, Yellow, and Black (CYMK) mixed together create a variety colours. Different set-ups and settings on digital printers can produce an extensive range of colour results. There is no guarantee you will get the exact same yellow from printer to printer or batch to batch of ink. It also limits the assortment of colours available. If you’re after vibrant reds and sunset oranges, press printing would be the better option. Digital printer also limits your paper section and finishes. If you’re wanting to print posters in a size bigger than A3, press printing is your only option. Most digital printers are limited to size and generally 297mm × 420mm the biggest they can produce. You’ll also find the paper density (GSM) is also limited. If you’re after thick card or any other sort of material, then you’ll need to opt for press printing.

Press Printing

Naturally with the extra work of producing film and plates, press printing is going to be around double the cost of digital printing. With making the film, plates, setting the press, running the jobs and the time it takes for drying, cutting, folding and finishing. If you’re after a quick fix, then digital printing is your best option. The benefits are there is an enormous spectrum of paper colours available, a wide range of thickness, textures and speciality papers like non-traditional paper and metallic are amongst your options for stock.
Traditional press printing can also accommodate a wide range of paper sizes and shapes, perfects for large posters and signage, so when it comes to printing your imagination is the only limit.

In summary, if consistent colour is not an issue and you want a fast turnaround for your brochures, flyers and letterheads, you can’t beat digital printing for cost. When you need poster sized marketing material, metallic finishes, embossing and vibrant colours mixed to exact specifications, choose press printing.
If you’re still unsure, talk to a proven graphic design agency. They deal with printers every day and can probably recommend a reliable, cost efficient solution.

Making your business card work

Fri, 11 May 2012 00:49:00 GMT

Most business cards are nothing extraordinary and get shoved into a wallet or purse where they quickly forgotten and never see the light of day again. And because of that you lose business. A prospective client will never get to know about your extended opening hours, your outstanding customer service or bonuses for repeat customers.

Business cards can say a truckload about your business. A card printed on inferior paper on your home printer or is riddled spelling mistakes it reflects on the way people think you will conduct business. It doesn’t matter if you have won thousands of awards for customer service or your products have been voted the best in Australia. If your business cards look cheap and nasty, you might as well kiss customers goodbye.An innovative and professionally printed and well-designed card sends a good first impression which will remain long after your initial meeting.

But what most people forget is a business card, no matter how attractive it is, if it doesn’t have a marketing strategy tagline, you are just throwing your money down the drain.

You need to give clients a reason to contact you- something more than just promising no appointment is necessary or that you’re located in the centre of town. You need to let people know why you are the person they should contact. Can you provide a free 15 minute hair consultation or will you offer a complimentary facial with any 30 minute massage?

What can you offer? You need to make this clear on your business card. It can be one of the most effective, portable marketing tools next to a printed brochure if done properly.
To ensure the job is done correctly, it may help to enlist the help of a graphic design studio who can give your business card the flair to grab attention and help you come up with a catchy tagline..
It will be the difference between whether your business card is stuck to the fridge or relegated to the back of a wallet.

The importance of brochures

Wed, 22 Feb 2012 11:51:00 GMT

With the internet seemingly taking the place of printed media, does my company still need to have a brochure? Definitely, a hundred times yes. And here’s why.

1. Embrace the technophobes. It may be hard to believe in this day and age that there are people out there who believe a hard drive, is something difficult to reverse up and Bing is a noise the oven timer makes, but there are. The older generation didn’t grow up with the technology we have and while there are grandmothers out there who are on Facebook, others won’t even turn on a computer. A brochure allows your company to target those who don’t have access to the internet.

2. Easy to take away. Handing over a printed brochure is putting your company’s brand in the hands of your customer. Brochures can be effectively used to back up a sales pitch, used at trade shows or left in your reception. It gives your client something to look over it while waiting in your reception area, take home and refer to later or pass on to friends or family.

3. Size does matter. Why opt for handing out just a small business card which can easily get lost in the abyss of a handbag or wallet and only provides your contact details? Having a brochure will allow you to include information on your company, services, and products, contact details and refer them to your website.

4. Target specific markets. A good old fashioned letterbox drop or mail out to customers can be a good way of generating business. You may want to focus on prospective clients in the streets surrounding your business and a brochure is an effective way of informing people of what you offer.

5. Cost effective. TV and radio campaigns can cost you thousands. A brochure is the one of the cheaper ways you can advertise your business.

Yes, there is still definitely a place for brochures in advertising your business. The internet can never take the place of offering your customer a glossy brochure that they can take home with them and read at their own leisure. If this is an aspect of your marketing strategy you’ve neglected, then perhaps it’s time to re-evaluate. Use a proven professional to ensure your brochure meets the highest possible standards.

The Write Direction for Company Profiles

Wed, 15 Feb 2012 23:43:00 GMT

Writing a profile for a brochure promoting your company can be a daunting process. So how do you know where to begin? This straight-forward guide to what to and what not to include should steer you in the ‘write’ direction.

1. Put yourself in prospective client’s shoes. What would you want to know about the company? What is it that you do better than your opposition?

2. Brainstorm. Make a list of all the points of difference your company can boast about. What can you offer than no one else can?

3. Use the KISS factor. Keep it simple. You may be an expert in your field and throw around technical jargon as fluently as you speak your native tongue, but keep in mind the average Joe reading your brochure won’t be buzzword savvy. Too much techno speak can be a turn off. Even if you are sending it out to people in the industry, it’s advisable to use clear, easy to understand language.

4. Provide useful, relevant information. Include the key management team and photos if possible, descriptions of company products and services, location of business, contact numbers and try to infuse it with some personality to make it more interesting to those who land on your web page.

5. Avoid using corny mission statements. Yawn fest. Seriously, who reads these anyway? The text needs about what you can do, not what you hope to achieve

6. Make it personable. People relate to people. Some companies like to have a little fun with the staff profiles to make them seem a little more approachable and often include quirky questions eg: Worst Christmas Present ever received or make amusing comments about their personality. You don’t have to include this, but it certainly makes it more readable.

7. Be precise. This should be fairly obvious, but don’t claim your company can meet obligations it can’t. With the internet, the world is a very small place and it only takes one or two people to post negative comments on a blog which can easily affect your business.

8. Don’t waffle. Keep it short. Customer’s won’t read long screeds of text. The reader should be able to pick up the main gist of what your company is about in just a glance. Those who are interested in knowing more can always be referred to your company website.

9. Don’t wing it. If you’re not competent you can write a great company profile, there are tools available online to help you construct on, or simply enlist the help of a proven professional. You will still need provide information outlined in steps 1-4, but at least it will give you time to concentrate on the areas you excel in.

Now you have 9 easy steps to follow, what are you waiting for? Get brain storming.

SEO – What is it?

Fri, 10 Feb 2012 07:17:00 GMT

SEO – three little letters with colossal ramifications to websites, but what does it all mean?

In basic terms SEO stands for Search Engine Optimisation. Essentially it is enhancing the content on your web page to increase the number of people driven to your website via search engines like Bing, Yahoo and Google. SEO encompasses copywriting, to designing search engine friendly web pages to building links.

You could be missing out on valuable revenue from people who wouldn’t have known your company existed otherwise, if your web site had not appeared in the list of results found by their search engine of choice.

SEO also has the power to improve where your business is ranked. Those companies listed closest to the top of the page are likely to receive more visitors to their site. It is believed almost 90% of people will not look any further than the third page of results.

Many elements effect where your business ranks in search engine results and may include basics such as the number of other sites linking to your website, static text links, keywords and clearly written content.

This is just the tip of the iceberg, which is why hiring the services of a skilled professional to revamp your website is worth every cent. SEO is an intricate blend of strategies and process. What works with Google and Yahoo, doesn’t automatically work with Bing and the way engines can search are subject to change daily. As technology increases, search engine optimisation is going to become gradually more significant to your marketing strategies. If you are unable to keep up with the constant changes, your business will be left in the dust. It requires continual time and effect. Therefore it is definitely worth its weight in goal to engage the services of a proven professional to ensure your site is fully optimised to its potential.

Word up!

Sun, 18 Dec 2011 12:37:00 GMT

Typography is an art which takes time to perfect. While there are no hard and fast rules to adhere to, there are some basic principles you should keep in mind. Font selection is not about choosing your favourite typeface at the moment. The best artwork in the world -be it a corporate newsletter, tri-fold brochure, website or business card can be ruined by using the inappropriate font. So with over absolute tens of thousands of font families and hundreds of weights and styles, how on earth do you choose?
There are several essential elements to consider when considering typography.

It has to be easy to read. With all the funky, artsy fonts which can look awesome with their jagged edges or flamboyant swirls, it’s imperative to choose one that is easily readable. Visually appealing artwork services no purpose if it’s illegible. Keep it simple.
Is your text for the web or print? Despite the thousands of font families available, only a small selection is deemed to be web safe (i.e.: will appear correctly on most computers). Googling web safe fonts is the quickest way to find a list of types you can use without its appearance being altered.
The font you select for a modern dance poster will invariably be different than if you were designing a brochure for a government department. Think about your client and their target audience before making a decision.
Don’t use a potpourri of fonts. It is advisable to stick to just one or two different fonts which complement each other. A jumble of diverse fonts and styles can make your design seem unprofessional.
Size does make a difference. Font size needs to big enough to read effortlessly, but not so huge that the reader finds it annoying. If the type is too small, it can be straining on the eyes for extensive paragraphs.
Select a front with an appropriate positioning for the letters. Some fonts with unequal spacing can make reading more challenging.
Consider utilising the services of a graphic design studio. Their expertise will guarantee you professional results and essentially save you time and money.

The Need-To-Knows About Newsletters

Sun, 18 Dec 2011 12:39:00 GMT

To create a newsletter that works, there are a few things you really ought to know to make it worth your while.

Newsletters should be like All Bran – Regular, same time, same place. If your clients receive newsletters at regular intervals, they will get into the habit of keeping an eye out for them.
Don’t overcomplicate it. Keep the size of the newsletter manageable. There’s no point creating a four page, double sized document every month if you’re struggling for quality content. A well-produced double-sided A4 sheet should be ample.
Proper formatting saves time. Create a template which can easily be edited and changed at a moment’s notice. Use a program specifically designed for creating newsletters like Adobe Indesign or Microsoft Publisher. This makes it much easier to edit or manoeuvre images and text without unintentionally altering other elements
Limit colour. While it may be tempting to turn your newsletter into a rainbow, try to restrict the amount of colour to images, the main banner and maybe the background. Keep in mind the more multi-coloured, the more expensive it is to print if you’re sending it off to a printer.
Make it readable. Stick with a font which is easy on the eye. For more information about font selection refer to the article “The Art of Typography”.
Don’t be afraid to embrace white space. The idea that you must jam-pack information into every little corner can clutter up a newsletter making it look junky. White space provides an element of appeal and makes it easier to read
Be Bold. Without eye-catching headlines which intrigue your customers to read the body copy, a newsletter would be a big waste of time. A bold face type will help distinguish the headlines from the text.
Give it flair. Newsletters don’t have to be a snooze fest. Make your content as vibrant and interesting as possible. Your customers don’t want to hear about what has happened at your company. They want relevant information that effects them – handy hints, updates on the market, ways of saving money etc.
Two sets of eyes are better than one. Check for mistakes in spelling, punctuation and grammar. Also get a colleague to proof read as well. Get a second person to proofread for you to ensure you have missed any little errors. Potential customers will measure your professionalism by the quality of the material you produce.

Now you’ve got the basics, how about giving your own newsletter a go? If you’re not confident, choosing a proven professional will save you time and money.

The Essential Elements to a Quality Logo

Tue, 22 Nov 2011 13:28:00 GMT

Copying and pasting clipart with your company name does not make a notable logo. There are several components necessary when creating a unique symbol to represent your company and what it stands for. Having a logo which is easily recognisable, simple, ageless and adaptable are characteristics which should not be compromised on.

Unforgettable is not just a song recorded by Nat King Cole in 1951. It is an indispensable element that should be applied to all graphic design work. Think about the logos you can recall at a moment’s notice; McDonalds Golden Arches, Google, Coca Cola, the Target bull’s eye. What do these logos all have in common? You only have to see them and immediately you associate them with a brand.

The key to having a memorable logo is to ensure you apply the KISS technique (Keep It Simple Stupid). Quality logos are unique and without the design being too ostentatious. For example: Apple and the Nike tick are prime examples.

A logo must also be adaptable, practical and able to be used across an assortment of avenues and uses. To be practical it is advisable to have the logo created in a vector format, this will allow it to be enlarged or decreased in size without losing resolution. Keep in mind, the use of colour – the more multi-coloured, the more expensive it is to print. Knowledge about the commercial colour production and being aware of the differences between RGB, Pantone and CYMK colours will avoid your logo looking different in print than it does on the computer monitor.
A logo needs to pass the test of time. There is no point creating an identity for your company which in a decade from now will appear old-fashioned. A good example of a logo which is timeless is Apple. It hasn’t really changed from the original concept, only the colours and embossing have been used to modernise it.

If you have limited graphic design experience, rather than wasting your time creating a sub-standard logo which is one of your company’s most important marketing tools, consult a professional graphic studio. They can take your ideas and apply the essential elements with ease.

From brief to beyond

Sun, 03 Jul 2011 11:42:00 GMT

No matter what size or what your company’s speciality, marketing and branding are essential to growing your business. Corporate identity, professional logos, websites, letterheads, brochures, business cards and signage are all aspects you’ll need to take into consideration. Whether you’re looking for a fresh approach to an existing business or just starting out, the best decision you can make is to engage a proven professional.

Large advertising and marketing agencies can lack the personal approach and send costs skyrocketing, which is where a graphic and web design studio can afford the time to develop an understanding of each client. So what happens after you select a graphic design firm? 

The Quote. A free, no-obligation consultation can be arranged to discuss your needs. From there a detailed cost estimation is developed. After the brief, the final invoice cost will be finalised or revised based on the specifications required.

The Brief. The purpose of a creative brief is to give the graphic artists and copywriters an opportunity to discuss ideas, target audience, desired reaction of the target audience, sizes, layouts, styles, print finishes and a chance to sense your company’s unique aspects. 
What’s expected from the client?  

Provide us with a style guide if applicable. This will list the typefaces, colour definitions, guidelines for logo use etc.
Existing businesses should bring logos in EPS format (Encapsulated PostScript). JPG formats limit the design and the print quality may not be as good. No logo? No problem. Just ask your graphic artist to design you one.
A selection good images at 300dpi and content you wish to have included are paramount. If you don’t have images we are able to source them for you from a database of stock photos or co-ordinate with a professional photographer.

After analysing the information collated from the brief, the creative team will develop a concept which is then presented to you for approval and changes for fine tuning. 

Final Proofs. The print ready artwork in high resolution with bleed and crop marks will be sent to you for final approval. 

Your print material can easily be developed to be replicated on your website. Synchronising the look of your marketing material shapes your brand, connects it to your company’s essence and packs a powerful punch visually.

The Power of Eclectic Advertising

Thu, 24 Feb 2011 13:10:00 GMT

Once upon a time letter boxing flyers, a series of radio commercials or a late night advertising promotion on TV would have been considered more than ample for an effective advertising campaign. These days to reach the throngs and guarantee your promotion is a huge success, you need to use an eclectic mix of mediums.

You don’t have to be a rocket scientist to know what influential resource advertising on television can be, but what many people fail to realise is the power of print. Combined with a well-designed and easy to navigate website, a catchy print advertisement can assure your campaign is a huge success.

Before you splash out and place a print ad in the local paper there are a few things you should be aware of to get the most out of your print advertising.

Use Memorable Keywords
Apart from including your web address, you need to use memorable keywords. Readers won’t remember the web address, but they will recall other items such as the product, company name or slogan and turn to a search engine to locate your site.

Use your Print ad as a Teaser
As print ads are static, it’s hard to give readers a complete overview of your product. This is where you website comes in handy. Use your print ad to attract people to your website where you can show off everything your product or service is capable of.

Utilise Your Website
Not everything about your product or service is able to able to be included in a print ad. Incorporate the important aspects in print, anything else (For example; tech specifications, 3D photo tours, photo galleries and in-depth customer testimonies) can be included on your webpage to aid the buyer in making a decision to buy your product.

Never Underestimate the Power of Print.
If you’re not using print ads to reach your target audience, you are losing out on potential online traffic and income. Sticking to one medium can isolate prospective customers. It’s important to get the right fusion of print and website advertising.

Engage a professional.
It can be a daunting decision when it comes to spending money on advertising, but it’s worth engaging a specialist graphic designer. Whether it’s designing a website, flyer or press advertisement, a little extra cost is worth it, if it gives you the edge over your competitors.

The Write Way to Advertise

Tue, 08 Jun 2010 13:39:00 GMT

What chance does your business stand in a competitive market if you are not pushing your product or service? One of the most crucial ways to increase your sales is through advertising. Success or failure of most advertisements reverts back to one thing – the ad itself.

One of the most important aspects of advertising, apart from having the graphics, logos and images look professional, is the way it is written. The main objective is to make the reader want to purchase the product or service. It sounds hard, but there is a simple formula to follow.
1. Use words that will attract attention. (Words like free, new, last chance, bargain, discount)
2. Make it interesting
3. Create a desire for the product or service
4. Elicit immediate action

The one basic rule of writing copy for advertisements is: If the ad does not grab the attention of the reader, it will be quickly forgotten. The most successful advertising copywriters always adhere to the above method.
If writing is not your forte, then it’s best to outsource your work to a professional copywriter. It may sound expensive, but it’s better to get it right the first time than to spend hundreds of dollars on advertising and have little or no results.

4 Essential elements for successful direct mail campaigns

Tue, 08 Jun 2010 13:44:00 GMT

There are a multitude of theories and formulas you can try when it comes to direct mail campaigns but the most successful campaigns have four essential elements in common.

1. Your Offer
Every good direct mail campaign has an offer. People love freebies. Instant giveaways are an incentive to purchase and far surpass the motivation to purchase for a single entry in a prize draw. Ensure you research your giveaway and keep it straightforward without hundreds of terms and conditions. If the reward is likely to be attractive (e.g.: IPod, Flash drive, Vouchers) make it the feature of your campaign.

2. Your Presentation
Professional results are imperative. You won’t get a good response if your company comes across as looking dodgy with sub-standard images, logos, design and copywriting.
Not a trained graphic designer? Don’t have the gift of writing clear, concise copy? Then outsource the work to someone who knows what they are doing.

3. Your Customer Database
Businesses close down and senior staff change jobs so customer databases can quickly become outdated. Ensure your database is kept accurate. There is no point sending a flier to someone who has moved or has asked to be removed from the system.
A good database will include as much information about your customers as possible. Look for patterns with their information to group them into smaller, more manageable groups. By doing this, you can target individuals more likely to take up your offer.

4. Fine Tune it
Critique your own work. Put yourself in the shoes of your customer. Be critical, if you received this direct mail campaign would you respond immediately or simply delete it?
Does it read well? Is it eye-catching? Tweak it until your 100% satisfied it couldn’t be better.

Why Outsource Your Graphic Design?

Mon, 24 May 2010 13:02:00 GMT

We’ve all heard the expression outsourcing, but what exactly does it mean? Basically, it’s when one company hires another business to perform work on their behalf.
So instead of having a graphics department or using a marketing agency where promotions may run behind schedule and cost exceed your budget, your organisation might decide to outsource its art work to another company specialising in graphic design. For example; if you wanted to design flyer and posters for your next promotion, you would outsource, rather than employ a full-time designer or expensive agency.

Outsourcing is a smart, invaluable resource. So what are the benefits of outsourcing your graphic design needs?

Cost-Effective. It’s not the only reason, but it’s certainly one of the major factors. At first the initial cost of outsourcing might seem to be expensive, but you have to look at the whole picture. For what it would cost you to set up top quality computers; graphic, web design and virus software plus upgrades. If you are currently using a marketing or advertising agency, be sure to shop around. independent graphic designer will be able to offer you a much more competitive price.

Time-Efficient. Good outsourcing companies have resources to start jobs immediately. Their staff specialise in their niche so the quality end product is delivered to you much more quickly than if it were handled it in-house . By the time you advertised, interviewed, hired and trained the right person, with right graphic designer, the job would already be completed and on your desk.

Less Stress. Focus on what you specialise in. If your business offers services from automotive to zoo keeping, outsourcing your graphic design needs can allow you to concentrate on what you excel at. Instead of slaving in front of a computer attempting to design a flyer, write a catchy headline or crop an image, you could reduce your stress by leaving the design aspect to a professional graphic designer.
Competitive Pricing. Companies who try do everything themselves end up spending more on improvements, advertising, and distribution, all of which are passed on to clients. Designating your print or web design project to a skilled designer will enable you to lower your overheads, therefore allowing you to offer a more competitive price to your customers and increase profit.

Improve Quality. Outsourcing your design projects to professionals who specialise in their field will guarantee a professional result. Not to mention, familiarity with market trends and can help you refine your ideas to get the message across to your target audience.

Decrease risks. Every business venture has some level of risk - market fluctuations, competitors, government regulations, economic conditions, and forever changing technology. Outsourcing companies handle this risk for you, and given they are experts in their area, are able to decide best how to avoid these risks.

8 Ways to make your advertising work

Mon, 11 Jan 2010 05:21:00 GMT

Advertising your business is a costly, but necessary investment whether your business is the size of the Donald Trump Corporation or run from a dark corner in your garden shed. How can you be sure to capitalise on your cash outlay? First you need to do research on what makes advertising work. If you’re reading this – then you’re already on the right track.

Make it Relevant. People won’t pay attention to anything which does not apply to them. Learn to understand your customers wants, needs, hopes, desires and problems.
Outsource it. Typing up a blurb yourself with clip art on some brightly coloured paper only looks unprofessional If you don’t have graphic design skills or can’t string a sentence together; find a proper design artist and copywriting expert.
Be succinct. Long screeds of waffle won’t be read. If you must use blocks of copy, break it up with attention-grabbing headlines.
Guarantees work. A 100% guarantee of your work or service is one of the best tools you can utilise in advertising. It’s an assurance of quality.
Call to Action. (Advertising jargon for making your customers get off their behinds NOW to use your service or product). Make it crystal clear what they need to do to acquire your business and give it a sense of urgency. E.g.: this week only.
Fine Tune it. Double check everything from the grammar to the graphics. Make sure the language used is simplified and remove any excess words.
Reach your target market. If you don’t know what magazines, website, radio stations, TV channels or papers your customer’s frequent, make it your business to find out
Track responses. The best way to do this is to key each ad with an exclusive code so every transaction or lead can be recognized and linked to the source it came from.