Graphic Design

Presented by EquipmentFX

Key Philosophy

You NEVER get second chance to make a good first impression….

MAKE IT COUNT!

Their First Impression

They’ll form one, so control it

Quality The right message The right offers The right solutions

Their First Impression

Ask yourself…. “How do I feel when I get something that looks and feels cheap?”

You don’t need to make that mistake!

Key Considerations

18 key considerations when choosing your next design firm to create and deliver material

that makes a difference.

Experience Matters

Experience in design, construction and discipline

from your Graphic design firm

Ask to see their portfolio of work

Headlines

Headline Construction: Is it relevant, and interruptive?Ask to see examplesWho is doing the research?

Sub-Headlines

Sub-Headline: Does it continue to control the prospect

What is the placement, and is it tied into the headline?

Why is this important? It leads them to the offer!

Direct Response

Direct Response: Is there a “call to action”, or an “Irresistible Offer”

Where is the placement, are the offers relevant?

Contact Elements

Contact Elements: Do you have an 800#, website or offer code that is easily tracked?

Ask for some examples

Your Brand Elements

Is there a proper integration of your brand elements: Your story, Your positioning statement, Your logo Other critical areas that might be the

difference between getting put in the wastebasket, or staying on the prospects desk for a bit.

Your Positioning Statement

Do you have a positioning statement, and know the difference between your “position” and your “positioning statement”?

If not, get one quick!

Balance of Text

Do you have the proper balance of text? Too much, or too little, kills your message.

Is the layout “readable” and does it quickly draw in the reader?

Solution and Emotional Selling

Are you promoting solutions to their “hot buttons” or how long you have been in business?

The difference can create exponential

success with your campaign.

Solution Selling: Research

Have you surveyed customers, prospects and lost customers to know what is important to

them to actually know?

Quality of Vendor

Are you using a high-end graphic company that does the following:

Is at the edge of technology Researches printing costs Tracks trends in paper prices and stock Makes suggestions on how to lower

overall costs with bulk postage for mailing campaigns?

Economic Efficiency

Advance planning can reduce the costs by up to 300% and boost your ROI significantly

Return on Investment

If you learn one thing, its that the goal is to tell your story to as many prospects as possible for the lowest possible cost!

Advance planning techniques allow you to do this!

It’s the Detail that Counts!If you’re not planning all of these

details:

1) Who is?

2) Why not?

3) It ADDS UP QUICK

4) Be efficient in all that you do!

Plan the Detail

Sound complicated? It’s not, with the proper understanding of what

a total campaign looks like

Understand your departments, products, total prospect universe, and targeted

prospect universe.

Detail cont…

Visualize how many messages need to be created, the type and medium, measure

the “cost per delivered piece”

Understand advance planning economics

Commit to the process and start building your campaign

In Closing…

It all starts with a plan

Align yourself with a vendor that “gets it”

Understand your media mix

Execute!