Creative Intelligence Increases Business through Visibility

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Your website represents your business 24/7 and it is often the first contact that a potential client has with a company. Like all of a company’s marketing materials, it should work hard to place a brand in a dominant position in the marketplace. In today’s environment of information overload, it is more difficult than ever to capture the attention of a target audience. By using creative intelligence, a strategic understanding of the marketplace and the target audience, creative service professionals can help to make this happen by manipulating the way information is perceived and retained.

Your website represents your business 24/7 and it is often the first contact that a potential client has with a company. Like all of a company’s marketing materials, it should work hard to place a brand in a dominant position in the marketplace. In today’s environment of information overload, it is more difficult than ever to capture the attention of a target audience. By using creative intelligence, a strategic understanding of the marketplace and the target audience, creative service professionals can help to make this happen by manipulating the way information is perceived and retained.

Here are some marketing basics to keep in mind when working with a creative services firm to build and update your website, brochures and advertsing materials:

•Who is the target audience?

•What are their needs? What will attract them to your services over those of your competitors? As their needs change, adjust the marketing message accordingly.

•Teach your market about your business. Concentrate on these 3 messages: Who you are, what services you offer, and why potential clients should contact you.

•Track and analyze the effectiveness of your online efforts. Require visitors to sign in, and you will build a database of potential clients for future marketing.

•Your complete marketing plan should include a website, direct mail pieces, print ads, email advertising, SEO, cold calling, and networking. And maybe even a blog.

•Create the materials once, distribute them all year long.

•Have one consistent message. This is the cornerstone of any good marketing campaign.

•Remember that you get what you pay for. If you’re not an excellent designer, hire one. Otherwise you can do more damage than good.

About Karen Spencer Design, Inc.

Established in 1983, Karen Spencer Design is a creative services firm specializing in the planning, development, design and production of marketing communications materials. The firm’s deep background is in the medical industry. Areas of expertise include development and production of branding and collateral, publication design, web design, as well as traditional advertising. KSD clients include Pfizer, The New York Blood Center, IBM and numerous mid size companies. KSD currently designs and produces approximately 30 medical publications yearly. For more information on the company, visit http://www.karenspencerdesign.com.

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Stacey Cohen
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