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Kaye Z. Marks's Articles in Marketing

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  • The Necessary Dialogue
    One of the biggest misconceptions I’ve come across in the field of marketing is the notion that advertising is a one way form of communication. If you give this notion careful consideration, though, I think you’ll agree with me that this is a faulty idea and one that can only hinder your ad campaigns. Advertising is more than just making a blind pitch to a silent, faceless customer.
  • Give Them Something New
    People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they’re able to. Why take a chance with a company you’ve never dealt with if you know that the company you’re currently shopping at does everything you want it to?
  • Beyond the Fad
    Brochures are an old standby of print advertising and color printing. They’ve endured the test of time, but sometimes they get overlooked in the rush to hop on the latest marketing bandwagon. Some will say that brochures just aren’t as hip and sexy as their online oriented alternatives.
  • When Your Marketing Campaign Isn’t Working
    There are a few tell-tale statements that company executives make when their marketing campaign isn’t working or when they’re losing business. If you have found yourself or anyone at your company vocalizing thoughts similar to the following, immediately evaluate your marketing campaign. If you don’t change course, your company could be in trouble.
  • Five Ways to Better Market to Women
    Although women are not always the shoppers of the house in the 21st century, they still do the majority of consumer spending in America. Every company should know how to target its product to women. Not doing so would be a monumental mistake.
  • How to License an Idea
    Maybe you are the creative type that comes up with great ideas, but you do not have a clue on how to run a business. Alternatively, maybe you would just rather think of great ideas than implement them. Either way, licensing your idea is a great method to be paid for your invention ideas.
  • Keeping a Professional Attitude in Your Career
    I am a full-time freelance writer, and I take my work very seriously. However, it took a while before I learned how important it is to remain professional, even though my “job” is quite informal.
  • Making Your Business Card
    Business cards are an essential part of every businessperson’s arsenal. You have to have a business card ready to hand to anyone who might be a potential customer. Ideally, each business card will bring you an extra sale (or ten). However, that will only happen if your business card is effective, and it can only be effective if you make it better than the zillions of others out there.
  • Organize Your Business Cards
    Most companies are going to put a lot of thought into their business card printing. They will spend their time looking over different designs that create just the right image for them. They will get their color business cards and eagerly hand them out to everyone else in an effort to get more business, but one thing they will also be doing is collecting other people’s business cards at the same time.
  • Irritating Ads - Good, Bad or Ugly?
    I am sure you can think of an irritating television ad. You have probably even been angry that its annoying jingle or phrase is stuck in your head all day. To marketers, what critics and consumers focus on as “bad” advertising really is not bad in most cases. If the advertising gets people into stores or leads more traffic to Web sites, it is all good advertising. It does not matter if people like it; it matters if people remember it.
  • Original Advertising Draws in Customers
    If traditional advertising techniques aren’t getting the responses or business you want, you may need to think more originally. Try to come up with ideas that no one in your area has done. Try using color printing techniques that no one in your area or product industry has used.
  • Find the Right Balance in Logo Creation
    In a business, logo creation is as crucial as setting up a business plan. It is not as easy as going to a designer and having him create a cool, modern symbol with a ripped off tagline. Unfortunately, it goes beyond “cool”. It goes beyond what you think is the hype. Instead, it requires a deeper understanding of your business, how it can be best represented, the overall impression it leaves on its viewers and if it is sticky enough to be retained in the minds of your market.
  • Understanding the Printing Process
    Do you know what dye-sublimation is and what impact it has on your commercial color printing? When you are going to be printing a catalog along with some flyers, are you aware of what kind of printing process is best for these different kinds of advertisements?
  • How to Market Your Small Business
    The first step to small business marketing is to identify and exploit the differences between you and your competitors. Once you do that, you need to communicate these differences and the benefits of customers choosing you over the competition with your marketing materials.
  • Designing Your Company’s Success
    Developing brand identity is a vital part of succeeding in the business world. Your goal, of course, is to generate an identity that is instantly recognizable to customers, and leads them to investigate your company to fill their needs.
  • Using Different Kinds of Promotions and Giveaways
    Small businesses, which usually have limited advertising budgets, often resort to unconventional methods to promote themselves. Two of the most common types of “small business” methods are cross promotions and freebies, or giveaways. Let’s take a look at each, along with some pros and cons
  • Branding For A Business-Consumer Relationship
    A primary fact that should be at the hearts and minds and behind all the efforts of every advertiser is that a brand establishes the relationship between a business and its consumers. Whether you have a strong faithful relationship or a weak seasonal relationship with your consumers would depend entirely on your brand and your management and maintenance of its overall image.
  • How Free Can Make Marketing Professionals Happy
    In addition to printed advertising strategies such as your posters, brochures, business cards, flyers and pamphlets, one of the best modes of promoting your products and services is through public relations. When done right, along with advertising campaigns that involve poster printing, public relations can help you boost your income by thousands of dollars in a few weeks’ time along with your printed poster campaign.
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