Every month, the King Media team brainstorms on the most relevant topic to present to our valued clients and associates in our newsletter. We have addressed challenging and complex topics, including advertising expenditures in the suffering economic climate, the evolving digital landscape and internal branding and education programs. In striving to provide insight into these complicated issues, we often overlook the basic topics that, if thoroughly understood, can bring substantial value to a business without substantial investment.

Professional design is one of these basic topics. Many organizations subscribe to the attitude that if their product or service is great, customers will recognize this without needing to be persuaded with sleek advertisements, brochures or websites. Although the quality of a product or service is the epicenter of the customer experience, the touch points leading up to product trail are essential to the perceived value of the product. Stimulating consumer trial and retaining customer loyalty are heavily influenced by the visual images associated with a brand, and the consistency of these visuals throughout advertising and marketing campaigns.

Professional design can also function as a customer retention tool. In this market, consumers are continuously on the look out for a product or service that will provide more value for an equal or lesser cost. Designing your materials to reflect the premium quality your product or service offers can prevent your current customers from trying competitive brands.

Professional design is essential to conveying the strengths and value of your product or service. Incorporating a consistent brand image throughout your marketing and advertising strategies will elevate the perception of your products and services, build loyalty with your current customers and drive new business through consumer trials. Is your brand tired and in need of an update? Call us – we’ll be glad to bring new life to your brand image that will yield higher profits and maximize customer retention for your organization.

Throughout the progression of the advertising industry, creative development and strategic planning have often been categorized as separate entities, existing in a forced partnership of sorts. It has been the myth that strategy often stifles the creative process, or that the creative process works independent of the strategy as opposed to in support of it. However, as most agencies and clients have come to realize as advertising has evolved, creative concepts are often the driving factor in executing a successful long-term strategic plan.

One of the most important factors in developing a strategy for the advertising and marketing of a product or service is identifying the defining characteristics of the target market. Understanding a consumer decision-making process is vital for tapping into that process and influencing the consumer’s choice. Design aides this process by creating appeals that elicit the desired responses at the appropriate times throughout the decision making process.

The type of product or service your company offers is directly related to the time it takes a consumer to make a final decision. For products with a relatively marginal investment, consumers will often make a decision in a matter of minutes, if not seconds. In fact, according to market research, 50% of consumer decisions are made at the shelf or point of purchase. Professional design and highly developed creative concepts are essential for driving the sales of these products.

However, for products that require significant investment, the decision making process can range from a few weeks to several months. Touching the consumer with cohesive messages and materials that reflect a stable brand image increases the probability your product will stay competitive throughout the decision-making process. Professional design ensures that each advertising and marketing touch point keeps this consistency and repeats the same emotional appeal.

Professional graphic design strengthens your image, and in turn increases the value of your advertising and marketing strategy. The image your company portrays is vital for building valuable relationships with current and prospective customers. Graphic design gives prospective customers a perception of the value your product or service offers. It also strengthens your current relationships by reinforcing to customers that they have made the right purchasing decision. As we move into the first quarter of 2010, let our team of experts evaluate the effectiveness of your advertising and marketing materials to ensure that this year will be your most successful yet.

At King Media, we place value on continuing education and challenging our team on an ongoing basis. Mid Michigan’s news leader WLNS recently worked in tandem with King Media to re-brand their sports segment within their Friday Night 11 p.m. sports segment, The 5th Quarter, with their first community partner, Dean Trailways. As the oldest station in Lansing, WLNS has maintained a consistent brand and image throughout their years as Mid-Michigan’s news leader. The re-branding of their sports segment had to be done in an innovative, unexpected way while retaining the professional, credible image the WLNS news team had developed and maintained since its inception.

King Media wanted to provide an attention-grabbing introduction to the public for the re-branded sports segment,the 5th Quarter. The 5th Quarter covers area high school sporting events and focuses on connecting local communities. In order to drive recognition and acceptance of this new segment in the loyal WLNS audience, the station and Dean Trailways needed a way to quickly raise awareness and familiarize viewers with the segment.

King Media introduced the idea of a promotional bus wrap for the segment to be featured on a Dean Luxury Motor Coach. The bus would be present at local high school sporting events, MSU sporting events and be used in Dean Trailway’s touring schedule. The King Media design team took on the challenge of designing the bus wrap to scale and formatting it to accommodate size, space and weather concerns. The final wrap reflected the pre-designs to the tee, and succeeded in giving WLNS and Dean Trailways an attention-grabbing promotional tool. Since the application of the 5th Quarter Sports Bus, Dean Transportation has been pursuing community partners to promote their community involvement, business and products on additional buses within the Dean fleet.

Capital Imaging has built a reputation based on quality printing, rapid turn around and superior customer attention. However, many of Capital Imaging’s clients were unaware of another characteristic that sets Capital Imaging apart from other printing shops in the greater Lansing area: their diverse production capabilities. Capital Imaging selected King Media to help address this lack of awareness within their client base and the community.

In addition to traditional printing capabilities, Capital Imaging specializes in large format printing, document scanning and conversion, mounting and laminating, package design and binding and finishing. King Media worked with Capital Imaging to develop a digital marketing strategy that would highlight this wide variety of production capabilities, and in doing so increase the value of their existing client base. By utilizing existing relationships, Capital Imaging could increase their volume of business by educating loyal customers on the supplemental services Capital Imaging could offer their organization.

King Media implemented an e-marketing campaign for Capital Imaging that distributed targeted messages to their current
e-mail database. The first piece focused on Capital Imaging’s large format capabilities, including posters, signs and banners. Capital Imaging had previously advertised their services through a variety of mediums without seeing any tangible results. Within the first business day of sending out the
e-campaign, Capital Imaging had received phone calls and emails inquiring about their additional services. King Media continued to collect data over the next two weeks and compiled a report on the success of Capital Imaging’s campaign. The report showed open rates, click through rates and forward rates that were significantly higher than industry averages.

Capital Imaging is continuing their e-marketing campaign throughout 2010, and has also implemented an e-marketing campaign for their partner business, Photos and Art on Canvas. King Media has also partnered with Capital Imaging to offer supplemental graphic design services to their customer base. To find out how e-marketing can be an effective tool to increase sales revenue for your business, call the experts at King Media.

Click here to view the e-communiaction message we created for Capital Imaging. Click here to view the e-communication message we created for Photos and Art on Canvas.

Q: How high on my list of marketing investments should Graphic Design be?

A: Graphic Design should never be left as an after thought by any company, large or small. Whether promoting a product, service or a company's overall brand, Graphic Design has the ability to catch consumers' attention. Eye catching design is often seen as a preview to the quality of the product or service attached, and when used successfully can drive sales and brand awareness.

Many consumer decisions are made split second, at the point of purchase. Therefore, it is important to have designs and displays that will draw the eye and make consumers want to take a closer look. Once their attention is caught, design can go even further by reinforcing your brand name and image, leading to successful recall.

When building a brand image, design is a crucial element. If the image of a brand is weak, that may be reflected upon the capabilities of the company as a whole. Similarly, if the brand image is strong, it can bolster confidence throughout a client base. Investing in Graphic Design can provide a company with a professional image and is therefore should be ranked high on any list of marketing investments.

Send your questions or comments to Ralphie@KingMediaNow.com

King Media recently hosted a Hawaiian Luau to say farewell to the final days of summer in island style. The Luau brought together friends, clients and neighbors of the Coolidge Road business parks. The King Media team would like to thank everyone that was able to attend. We greatly appreciate the value all our clients, partners and advocates bring to our business through their kind words and continued support of King Media and its initiatives.

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