Out-of-the-box thinking from MNPR

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Put a Fresh Face on Your Business

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I was invited to write an article for KC Small Business’s March issue. The editor asked for an article about the importance of a small business’s marketing materials. I thought I’d share it with you here. Also, check them out online at www.ithinkbigger.com.

Put a Fresh Face on Your Business
March 2010
By Megan Neher

Most women put on their own makeup every day and think it looks good. But sometimes, they need a bold friend to say, “Honey, you really need to update your look.” Or, even take them to see a professional at the department store makeup counter.

It’s just as important that you put the right “face” on your business from the start, and keep it looking fresh. You must keep up appearances through printed materials, your Web site, letterhead, your business cards and even social media outlets.

Printed marketing materials, a professionally-designed logo and a quality updated Web site are simple ways to establish your company as professional, credible, longstanding and reputable. Creating or updating these materials doesn’t have to break the bank, but sometimes working with a professional is the best option. Below are a few ways you can get started with new or redesigned marketing materials and online presence for a reasonable cost.

Logo
This is an element where “do it yourself” rarely is good enough. Hire a professional designer to create a logo for your company. There are hundreds of local designers who work as freelancers and will create a logo from scratch for an hourly fee. You can have a customized logo that will become your company’s brand and be included on all of your marketing materials. This step is critical because it establishes your brand and begins to build that recognition. Beware of hiring your “nephew who likes to draw” or designing your own logo. It’s worth the initial cost to have your brand customized to your company’s mission from the start.

Business Cards
Your professional looking marketing materials don’t have to be expensive, but it’s important that they don’t look like they were do-it-yourselfers either. When you first start your business, you’ll likely discover a variety of perforated sheets of business cards that you can print at home on your own ink jet printer. Don’t be tempted to take this “easy button,” because it doesn’t project the stable, credible image you’re looking for. Another bad idea: The free business cards online with the message on the back that says: “Free online business cards.”

E-mail
Create an e-mail address that is professional and includes your company name. For example, if your name is Jane Doe and you just opened your own company called Jane’s Jewelry, don’t continue using your old casual e-mail, such ascooljewelrylady@yahoo.com. Instead change it to Jane@janesjewelry.com to project a more professional and established image for your company.

Web Site
The Web site you built yourself (or had a friend build) five or more years ago probably isn’t doing its job anymore (if it ever did). A Web site with visible frames, scrolling text and square, beveled buttons can’t compete with today’s slick graphic sites.  Web templates are available at a reasonable cost to bring your Web site out of the ‘90s.

For a small company there are a few critical must haves for a Web site:
• It must be updated regularly. If you hire someone to create a site for you, make sure it is something that you can log into and update periodically. Then, schedule monthly Web site updates on your calendar. Even if you’re only tweaking the site, don’t let your messaging go stale.
• It must include your contact information on the home page. Nothing is more irritating than when you simply need to call or mail someone and you can’t get their phone number or address.
• It must feature your company’s brand, purpose, mission and logo. Again, consistency is crucial in marketing materials. Show your clients that you’re proud of your brand.

Social Media
This is where things get a little tricky. Twitter, Facebook and blogs aren’t necessarily marketing materials; however, if they’re representing your company you still must use the company’s logo and other branded messaging. Sometimes these online sources can be even more important than your business cards or letterhead. If someone is searching the Internet for your company name or even your name, they may stumble across a recent blog post, a Tweet or a Facebook status update. Always maintain a high level of professionalism when combining social media and your company.
Don’t let your company be seen in public without a fresh and professional-looking face. Get a marketing makeover—from logo to Web site. You’ll love the new you, and so will customers.

Megan Neher is owner of Megan Neher Public Relations, a full-service public and media relations practice specializing in inventive and strategic communications solutions.

Web Design for Dummies

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I’ve embarked on designing web sites for a few of my clients – those who didn’t have web sites or needed new ones. I’m using a DIY Word Press template called Thesis designed by Chris Pearson, and I’m struggling, but it is so much fun.

I’m also calling on my html-expertise friend’s assistance. He helps me figure out the hard stuff, and I’m sure he wants to clobber me half the time… OK all the time, but I’m hoping once he shows me how to do it (OK, once he does it for me) I can simply update the site, add pages and photos, write web copy and take all the credit from my clients.

For now, the two sites look very similar. They are www.cateringbydesignkc.com andwww.oldewestportspicefundraising.com. The sites are still a work in progress, so there’s probably errors and design problems, but it’s a start and it’s an exciting new service option for MNPR.

Eventually I hope to design my own company’s site and make it modifable with photos of recent client events, company information, press releases and more.

No. I don’t pretend to be an expert. I tell my clients I’m still learning. And no. I don’t bill my clients for the “learning.” But, with all of the extra hours I spend on this project, I hope that I become good at smallish DIY web sites and can throw up a web site for a client who needs one for an event, a special project, a side company or whatever.

Stay tuned. I’ll upload any sites I’m proud of to my blog… or even the ones I’m only half proud of!

Let’s Get Personal

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Between Twitter, blogging, Facebook, this newsletter and even my own Web site, it seems I’m being forced to write about myself.

I’ve always been comfortable working as a reporter – and reporting news. I enjoy writing what other people said and did. That is comfortable.

This new world of writing my every thought and action is so awkward and narcissistic. I feel like I’m on an online reality TV show . . . without the TV. Even my Twitter “tweets” give me anxiety as I wonder what my “followers” will think as they read my incredibly un-profound, 140-character-limited copy.

As a news reporter, I was asked to write a first-person commentary on the anniversary of the bikini. I agonized over that column for days and, after 15 years, can still recall from memory full paragraphs of the carefully worded tribute to the famous two-piece swimwear.

So I applaud those of you who update your blogs, Facebooks, Twitters, etc., writing charming and revealing personal information. I encourage you to embrace technology and force the flow of this new communication. And don’t forget to use IABC to its fullest. You will be surprised to find fellow members in every corner of today’s technology communicating about everything from “how to write the best marketing communications plan” to “how to potty train a two-year-old.” It is your IABC membership that will help propel your communication to the next level . . . no matter what level from which you begin.

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