This list has been compiled as a result of years of
working with business owners who didn't quite lay the right groundwork
when they started up, and ended up paying for it later. Sometimes, what
seems like a means of saving money actually ends up costing more in the
long run. Some of these tips work for all different kinds of
businesses, while others are more relevant to consultancies.
1. Always get your logo in multiple file formats.
It will probably cost you extra, but it will save you a
whole lot of trauma and expense later. Make sure you receive:
- a high-resolution TIFF file
- a web-ready JPEG
- vector version - preferably Illustrator
- a layered version (PSD)
2. Have a copy-less brochure designed - one that can
be run through your laser printer.
You can have a letter or legal-sized brochure created in
colour with only your company name and logo, address, and USP (or tag
line) plus a nice watermark done in full colour (uncoated, no folds)
that allows you to print the copy as you need it. This way you can
create custom brochures as you need them, instead of having a thousand
copies (or more) of a single brochure that might get changed.
3. Get business cards for all staff - even
part-timers.
People love to hand out business cards. Can you find a
cheaper advertising method'
4. Invest in blank business card stock.
The same way you can have your brochures printed without
any copy on them, you can have your printer set 8.5 x 11 sheets set up
for business cards, which you can use for people who are representing
your company on a contract basis.
If you are placing anyone at a client site, they should
have a business card with your company information.
5. Have an MSWord document template designed, at the
same time as your letterhead and other marketing collateral.
Make sure it has a cover page as well. It will be good
for proposals, quotes, white papers, specifications, faxes, notices,
and so on. You can also use this to generate polished and professional
PDFs for your website.
6. If you give presentations, have your own
PowerPoint template designed as well.
7. Have your own domain name.
Even when you start with only a one-page placeholder
describing your company, make sure it is on your own domain name,
unless you are part of an industry association website that clearly
states what you do. When I receive email addressed from businessname@LargeInternetServiceProvider.com
it really appears as though this person does not understand the
Internet, or is too cheap to get his own domain name. A domain name can
cost you as little as $7 US for a year, and you may be surprised how
inexpensive hosting will cost. Look into it - it will make your
business seem more solid.
8. Make sure every employee has an email address at
your business domain.
This is one of those peculiar areas, as with business
cards, where companies tend to skimp out as though saving a few pennies
in server traffic, is worth the cost in professionalism and name
placement. There have been many times when I have received an email
from someone I don't know, or a message that has been forwarded to me
by someone I know, and I have typed in the domain name (the part after
the @ sign) out of pure curiosity. It's a perfect opportunity to
showcase your company for surprisingly little - and you never know who
it is going to reach.
9. Create a standard company email signature.
Everyone working for your company should have a standard
email signature attached to every email message that goes out the door
- that is those four or five lines that follow all email
correspondence. Most email clients have a function that will
automatically insert the specified text. Everyone who receives mail
from you or your employees and representatives should be given an easy
way to find out more information and to contact your company.
A standard email signature file might consist of:
-- [or some way to signify this is the end of
the message body]
[Full name of the person sending the mail][, Title optional]
[Company name]
[Phone number]
[Web address]
[Company USP (Unique Selling Proposition or "tag line"]
10. Get training.
Learn how to use your office tools efficiently. If it's
not you managing the administrative side of operations, pay to have
that person trained. For the investment of a day or two, knowing how to
use the software will save many many hours of frustration and lost
document.
How is this marketing-related' How do you think it looks
or sounds to your client to have to say, "I can't do that," or, "just a
minute - I just lost the record."
About the Author
© 2005 Gisela McKay. Gisela McKay is Chief
Technology Officer of http://pixcode.com
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