Creative Intelligence Increases Business through Visibility
Published in the Westchester County Business Journal: August 7, 2006

Your Web site represents your business 24/7 and it is often the first contact that a potential client has with your company. Like all of your company’s marketing materials, it should work hard to place your brand in a dominant position in the marketplace. In today’s environment of information overload, it is more difficult than ever to capture the attention of your target audience. By using creative intelligence, a strategic understanding of the marketplace and the target audience, creative service professionals can help to make this happen by manipulating the way information is perceived and retained.

Here are some marketing basics to keep in mind when working with a creative-services firm to build and update your Web site, brochures and advertsing materials:

• Who is your target audience?
• What are their needs? What will attract them to your services over those of your competitors? As their needs change, adjust your marketing message accordingly.
• Teach your market about your business. Concentrate on these three messages:
  Who you are, what services you offer and why potential clients should contact you.
• Track and analyze the effectiveness of your online efforts. Require visitors to sign in and you will build a database of potential clients for future marketing.
• Your complete marketing plan should include your Web site, direct mail pieces, print ads, e-mail advertising, SEO, cold calling and networking. And maybe even a blog.
• Create your materials once, distribute them all year long.
• Have one consistent message. This is the cornerstone of any good marketing campaign.
• Remember that you get what you pay for. If you’re not an excellent designer, hire one. Otherwise you can do more damage than good.