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Marketing by Design

Both marketing and design are all about relationships, so it makes sense to market by design. The success of a small business depends upon its relationships with people. Technologies like the telephone and the internet can make the pathways to connecting easier, but you still need to make the effort in a discreet and purposeful way. Who should you be connecting with? People who want to receive your message, that’s who.

Begin with a plan and stick to it. Create a theme for your marketing plan that identifies the essence of what you are about and communicates something about the unique quality that you offer. Engage a naming and brainstorming process that includes both the people who are involved and familiar with your business, and interested third parties who can offer an “everyperson” point-of-view. Whether you’re just starting out or rejuvenating your mission, thoughtful consideration of the "what","how" & "why" of your core values will help clarify your vision and streamline your actions.

Establish as many channels as you can to reach people through things you enjoy doing. Coordinate your marketing materials to reiterate your fundamental message. Develop and keep an ample supply of printed material on hand, including: stationery, business cards, brochures, etc. And online consider: banner ads, email newsletters and listings in appropriate directories. Be persistent and consistent. Be consistent in forging new contacts and persistent in periodically following up with old ones. The aim is to see your customers as your friends. At least that's appleEYE's view. Want to make a friend?

What will ultimately sell your business is you. Your personal touch, face-to-face, pressing the flesh. As a small business, you can’t afford to bring anything less than your authentic self to work. That’s what people respond it, that’s what gives you an edge over big business. Your personal touch, being a real person … by design.