This may sound cliche, and maybe it is, but think about it. When you are advertising your company and using different marketing techniques to do it, what do you do first? Design a logo? Hire an ad agency? Ask a friend for the name of a good graphic designer?
Actually, none of the above.
I have found that if you make a marketing budget FIRST, the rest will fall into place.
Here’s why:
1. Knowing how much you can spend and how often, can prevent you from hiring a cheap (inexperienced) graphic designer. You will be more willing to pay someone what they are worth if you have a marketing plan and a reasonable budget.
2. Most people that need graphic designers are not familiar or even comfortable with this area of the business. So spending money here may not be at the top of the list.
3. Many who start small businesses estimate their sales revenue, cost of goods, overhead, salaries and gross profit. According to SCORE (Counselor’s to America’s Small Business), any funds left over will be used on marketing.
That is not a good idea, especially when you need to market more aggressively as a new competitor.
4. You get what you pay for. It’s that simple.
As a graphic designer, I have seen and felt the stress of new business owners. You may already have had an experience with a designer when you were first starting out or you are there right now.
A marketing AND graphic design expert can tell you what type of marketing campaign to start with and then help you develop a brand identity.
I would recommend a freelance graphic designer with a marketing background like myself when you are looking to do the above without the hoops found at an ad agency.
Ultimately, the “egg” is a good plan and what is born out of that is one recognizable, trustworthy chicken!
SCORE is a valuable resource.
Check out http://www.score.org/marketing_your_business.html for more ideas on marketing your business.
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