There is a lot of information in your advertising. Sometimes HOW you make it has a great influence on where you can use it. You work with two types of information: words and pictures. An important step in reducing your advertising costs is creating your source materials using methods that let you recreate new ads using from your existing materials. I like to think of this as "data recycling" where you get to re-use the results of your previous work. But you have to work smart.Advertising copy is as simple to re-use as copy and paste, but computer graphics in advertising requires a little more planning.
Computer graphic files are created and stored in two general formats. 1. Bitmap Files come from Photoshop and similar programs- these are simple pictures and it's very important for you to understand that they have a specific size. 2. Vector Files come from Illustrator and other programs- and these work a little differently. Vector based images are actually the result of the math to create the lines and areas of the objects in your graphics. Vector based images do NOT have a specific size- and the result is that you can resize the image from a tiny icon on a computer screen all the way up to a 50 foot billboard.
What's the problem? What should you do? When you produce your advertising source materials you spend money. If you work smart, you won't have to spend that money again but you must retain those original works in a usable form. Always insist that you get the right source materials so that the materials can be resized for other kinds of publishing. Vector based files are best for you because they can size up with no loss of quality. Another source that is important is for you to have the original high resolution bitmap files. Your "picture" files might look fine on your website, but when you expand the same file for use in print-- it doesn't work because the quality degrades. With Image files you can make them smaller, but you can't make them larger.
For your own advertising recycling plan, it's imperative that you keep copies of your high quality graphics. NeighborWave always produces using the right content with the appropriate tools.
We do have a simple Inkscape Tutorial to help make your own print ad.
NeighborWave has a number of pages about reducing your advertising costs. In fact, it's exactly what we do. Our mission is to reduce the cost of advertising for small business while using better techniques to increase the effectiveness. We carefully target your messages and create your content so that it can be used again and again. Internet, Print-- wherever you like you'll use the same effective content. We use simple and free tools wherever possible and we keep you in control. We are here to help small business compete, not send you a bill every month for work we did last year. You pay us once- we finish the work and you own it. Simple.
Here are the some of the ways that we work to reduce cost:
Trends in standard advertising show that businesses are spending more money each year to get a reduced result. Big Business in particular is spending new money trying to enter the local internet search market. Why? Because it's valuable. We have a client who is pulling down over $40,000 in new business from local internet searches. She's just an ordinary service business, a one man band, seeing a big increase and spending very little.
Advertising is changing-- how you make it, where you put it, who pays attention. We can help you to keep your businesses advertising efforts out of the huge mountain of unwanted, unread, disregarded and ignored advertising.
First things first-- get found by Google.
Blue Host is doing a great job at keeping their interface simple and clear. And they answer the phone. For Small Businesses, that's a "gotta have it" feature. Want an even better way to save money? Host your website with some friends. NeighborWave can help you consolidate your advertising--we'll even coordinate your cooperative advertising with neighboring business, your cousin's businesses, anything that you want to work with. Web hosting packages now let you host more than one web site-- in fact, they'll let you host hundreds of websites for about $70 per year.
Need help migrating your small business website to a new host? Yes, we do that.
In the simplest example, a shopping district has a geographic footprint. That footprint defines not only where you are, but it locates your customer base pretty well, too. Why not consider getting together with some of your neighboring businesses and sharing the costs, sharing tips, and supporting each other in your marketing efforts? If there were a flood, would you help each other sandbag?
Some very ordinary cooperation can benefit all parties-- including your customers. Your location is part of your brand and cooperative advertising strengthens that brand. Maybe some positive steps could help you get ready for a flood of customers!
There are a lot of 'gotchas' out there- seemingly simple choices that can reduce the effectiveness of your advertising. A simple example: use the email account that comes with your website address-- like this "email@example.com"-- not this-- "firstname.lastname@example.org". The "yourbusiness" name is recognizable and it's from a real business. Another gotcha is building your website on a name that you don't own. Many companies assume the legal ownership of what you create. Your advertising winds up belonging to someone else!
Our writers, designers and technicians have worked through dozens of small technical problems just like the gotchas above. But technology isn't the only place where you can get got... have you checked lately to see if anyone is using your name? Are you buying placements that don't actually help you? We really don't want to use fear marketing, but the details of your marketing can go wrong and hurt instead of help. Most gotchas are fairly insignificant, but there are definitely some advertising mistakes that we see regularly. Our attention to detail will protect your interests, increase the value of your advertising investment, and get you speaking more directly to customers.