Archives for : April2016

Effecting Planning of Exhibitions: An Advertising Tool in Marketing the Designer and His Products

Exhibition is the public display of artefacts such as manufactured goods, food, artefacts etc. in order to attract viewers and buyers. An effective exhibition should be well planned and organized. It is also noteworthy that only excellent works that merits appreciation and shows artists’ exceptional skills should be exhibited.

The organization of an exhibition is very relevant. Its importance cannot be over-emphasized. Some of the purposes of organizing and mounting of an exhibition are outlined below:

1. It showcases the designs and works of an artist: An exhibition mounted by an artist helps him to show the entire world what he/she is able to do. This invariably would help him to gain customers who may be interested in the purchase of any of his works or designs.

2. It offers an avenue for the sale of products: An exhibition gives the artist the platform to explain the concepts and ideas behind his artistic creations and this would move viewers to purchase some of his mounted works.

3. It promotes the manufacturer: An exhibition affords people the opportunity to know the manufacturer. This promotes and makes him popular or known.

4. It promotes competition and creativity in the industry: When an exhibition is mounted by the artist, other artists come to view his artistic creations. These artists are inspired by the works seen and are challenged to produce works that surpasses those they have seen. This ensures the development of new ideas and new products in the industry.

5. It entertains all in attendance: People who come for the exhibition are entertained after viewing the varied products of the artist. They gain new experiences of artistic productions and this greatly entertains them. Also, it may help them to get new friends and interact with people of different backgrounds. The side attractions such as the music played at the occasion all adds an entertainment flavor to the entire programme.

Exhibitions are broadly classified into two. These are General exhibitions and specialized exhibitions. General Exhibition is whereby varieties of items are displayed to the general public. It attracts all kinds of exhibits or works. It should be noted that several products are exhibited during general exhibitions. Several products such as Bags, belts, shoes etc. are exhibited at the same time. It can be called a Bazaar or Fair.

On the contrary, specialized exhibition involves the display of a specific kind of product or artifact. For instance, when only bags are exhibited, we can say it is a specialized exhibition. However, varieties of the same product thus, bags are exhibited.

It should be noted that either of these types of exhibition can be organized at various levels such as Individual exhibition, Group exhibition, Institutional exhibition, Community exhibition, District exhibition, Regional exhibition, National exhibition and International exhibition.

An effective exhibition should be well thought of or planned before it is organized. Several factors come to the fore in the planning of an exhibition.

1. Type of exhibition- The artist or organizers of the exhibition should seriously consider the type of exhibition that they want to mount whether a specialized or generalized exhibition. If the exhibition is organized by a different body, the artist should make the necessary inquiry through trade publications, newspapers, internet etc. to know precisely the type of exhibition to be organized. This would help him to prepare accordingly.

2. What to exhibit-The artist should deeply consider the kinds of exhibit to mount. He should consider the theme of the exhibition, the background of the potential viewers such as their age group, sex, levels of education and even their income levels. This would aid him in knowing the kind of artefacts to exhibit.

3. Where to exhibit- The place or venue for the exhibition should be carefully considered. Its location should be at the heart or centre of his most expected guests or the target group. The venue must be easy to locate. The premises should be spacious, clean, well ventilated and well lit.

4. Cost involved- The cost to be incurred for the organization of the entire exhibition should be carefully rolled out. The cost of publicity, side attractions/ programmes, preparation of the venue etc. must be well planned.

5. Publicity- This refers to the means by which the organisers want to broadcast or make known the exhibition to the general public. The best and most effective means of publicity should be adopted and implemented. Should it be done through posters, banners, flyers, signposts, open air announcement, brochures or the internet? The organizers should think about it critically.

6. Expected number of guests/visitors- The number of people to be expected at the exhibition grounds should be well thought of. This would help the organizers to plan the exhibition well. It would enable them to choose the right venue in terms of size, the number of seating etc. for the exhibition.

7. Duration/Time- The length of time for the exhibition should be planned well. Will the exhibition last for a day, days etc. The time for the start of the programme and the time it would end should be thought of carefully and communicated with the expected guests prior to the programme.

8. Security- The organizers should beef up the security at the exhibition grounds to protect the exhibitors, invitees and the exhibits. This would make all in attendance very secured.

9. Visitor’s book- This is a special book that is made available to all the invited guests to write down their names, contacts, comments and experiences. This would enable artists to contact prospective buyers of their products and in the planning of future exhibitions.

10. General layout- The entire arrangement of the exhibits, seating etc. should be artistic and nice. There shouldn’t be any room for crowdedness and congestion. The place should be comely and refreshing.

Exhibitions are the enticements that draw people to the products and services offered by a business. Therefore it must be carefully planned. This would ensure that the products manufactured by individuals, groups or enterprises will have mass sales and sensitization among the populace.

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5 Common Mistakes To Avoid The First Time You Hire An Advertising Agency

Most successful businesses today realize the importance of properly marketing their products and services to the right customer base. In today’s global markets, and with businesses finding increasing competition, companies realize that specializing and maximizing the exposure to their niche markets is the way to truly thrive in such a competitive climate. Having the expertise and executing competent and effective marketing campaigns is a job all in itself. For this reason, many outsource this important job to qualified advertising companies. How should you go about choosing the best agency for your company? Here are 5 common mistakes to avoid the first time you hire an advertising agency.

1. Having undefined objectives

In order for an advertising agency to met or exceed the objectives put before them, they must first be clearly defined. Goals must be thoroughly described; the expected outcomes must be able to be measured and agreed upon before hand. This first step is crucial to setting the tone for the overall campaign. A breakdown in communication at this point results in a directionless campaign that may not gain momentum.

2. Not having a timeline for a scope of work agreement

As with any goals, not only must the objectives be clearly defined and measurable, but the timeline must be agreed upon. In order for strategies to be effective they should have a timeline. An agreed upon schedule helps with the execution of the various strategies and phases of any successful marketing campaign. Without a timeline the potential for synergy from various strategies combining and augmenting each other may not occur.

3. Failing to agree on upfront pricing

The pricing should be agreed upon upfront for the most part. While it may be possible to have tentative pricing dependent on certain outcomes and whether or not different phases of a campaign are introduced, most of the pricing should be agreed upon up front. Much like the planning of the objectives and the timeline, the pricing should match the planning and there should not be surprises during of after an ad campaign.

4. A schedule that lacks detail

While it may be OK to have some of the details in a schedule to be left vague or open- ended, a good advertising company will make sure to set specific metrics and benchmarks that should be met over the course of the overall marketing strategy. Without the specificity in these goals, it becomes difficult to know if the advertising campaign is succeeding, meeting its objectives clearly, and unfolding according to plan.

5. Using a one-sided plan

The best marketing campaigns use solutions and strategies that combine different advertising angles. For example, it may be important to work on re-branding while advertising over new media and through social media outlets all at once. Combining different strategies at one time can create a synergy that leads to more effective campaigns. In most instances, one-sided plans don’t leave a lasting impact.

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The Top 4 Ways to Get New Patients on the Internet

There are a lot of dentists competing for new patients on the Internet. Here are the 4 top strategies you can use to get them to see you, call and book.

1. Advertising
Generating new patient calls is so easy with Google AdWords. You can get calls coming in right away. Don’t listen to others that say it doesn’t work. Here’s why: They don’t know how to make it work. You need a proper landing page, optimized keywords, and have your settings configured properly. Done properly, you can start receiving calls within an hour.

After AdWords is Yahoo/Bing search. Not quite as good as AdWords because MS/Yahoo don’t know how to get search results as relevant as Google but it’s in 2nd place. 3rd place is Facebook advertising. This works, but it has to be a social campaign directed to specific offers. Make sure your business page is SOCIALLY oriented (not commercial) and shows how awesome you and your staff (awesome = relatable).

It’s not a child’s game and it’s not easy. When managed properly by someone who knows what they are doing can generate for you 5-10 new recall patients plus a few implant, ortho and other cases per month.

2. Being in the top in the local search
In the old days (a couple of years ago), search engine optimization of your website was all the rage. Now Google has pushed your website down to the bottom in favour of “local search”. This is your Google+ Local page (used to be Google Places). Google has become a directory now.

Get in to the top positions of the local search for “dentist <your city>” keywords and you will get 10x the traffic than you used to.

There are several factors involved in doing this type of work.

3. Reviews
Just because you are top in the local search, doesn’t guarantee you calls. If Joe Blow Dental office has 15 reviews and you have none (or negative) then they will get all the new patient calls.

A prospective new patient will see both you and your competitors office listed and they will spend their time calling the one with the better ratings.

Google also rewards offices with lots of good, non spam reviews.

PS. Only Google reviews matter and don’t do them from your office, Google is watching you…

4. Social Media
Having things happening all the time, showing people that you have a professional but friendly staff that isn’t afraid to communicate with people on a human level (not corporate).

Remember, you cannot force feed dental education down people’s throats. They don’t want to hear it ALL the time.

In general, you should aim for 70% non-dental content (social, family stuff is fine) and 30% dental education. Write jokes, recipes, games, etc. to keep people coming back to your page.

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Basic Knowledge Required For A Beginner Graphic Designer To Create A Print

As a beginner level Graphic Designer there are a few important things which you should note as well as avoid certain mistakes to end up with a good quality print output. Certain mistakes could even create a serious impact on the final product. Furthermore each print run you get done by a Digital Printer is quite costly. Therefore you would not want to make such costly mistakes in the first place and gain the necessary knowledge you need to create a design suitable for printing.

Important Graphic Design Factors To Consider
The color mode is one of the fundamental factors you should consider when creating a graphic design. There are two major color modes, namely, RGB and CMYK. Digital designs normally use RGB color schemes on the monitor but it tends to create problems when you are creating a design for prints. If you do not select the CMYK mode, the design you create may look great but it might not be the same when printing with regular inks.

When you have lettering in your graphic design which you may be creating for a best business or for your own learning purpose, you must make sure that they are legible to the viewer. The font and line weight must be carefully in such instance. For instance fonts such as Helvetica Ultra Light tend to disappear when going into large sizes as it has very fine lines. Other factors you need to consider include:

  • Setting the correct resolution
  • Consider the bleed
  • Always proof read and run a spell check

Questions To Ask The Digital Printer or The Printing Agency
As a graphic designer, once you have finalized you design you would be on the lookout for a digital printer to get your print work done. When you are searching for a digital or commercial printer, you should ask questions to see if that print shop or the advertising agency is the right company for your needs. Building a satisfactory working relationship would be in best interests for you as a professional as well so that you could work together on other future projects as well. Inquire about their preferred file type, the stock being used, templates, and preferred settings for PDF files. You should also clarify whether there is a cost associated to get a proof copy and if there is a setup fee which would be waived for re-orders with the printing company in question.

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