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Be Creative from your specialist in small business graphic design

Recently I was chatting to a business owner in Sydney who was telling me how he wasn't getting any results from his marketing budget. I asked what he was spending his money on and he proceeded to show me some of the material they had been sending out and using to create awareness for their brand.

When I looked at it I was a little shocked by what I was seeing. His flyers, brochures and general marketing material seems to have been taken from the 1960’s and that wasn't the look he was going for. I asked him why his designs were so dated/bad and he told me that they had worked well in the past, BIG MISTAKE. The past being his last major marketing push about 5 years ago.

Most of us will think that his big mistake was using something that was outdated, but that's not where the issue lies. Yes, using designs that are not in touch with your current clients is asking for trouble, but his main mistake or another way of looking at it, lack of vision was that he really didn't understand how to change the look or direction that his company was taking. Yes, his current designer should have got involved, but in their defence he is a very stubborn man and wanted to stick with what he knew.

He was afraid of trying something new and being a little different, almost for fear of failure. I told him that the way he was heading was guaranteed to set him on a direct collision course with failure if he didn't do something a little different soon.

I met him a while later again and asked how things were going. He told me he had decided to ditch the old campaign and work with his designer to create something fresh and the results have been very positive.

Sometime people can be very set in their ways. They are familiar with what a certain product should look or be like. If your product is suffering you need to try something new, not the same old same old. That will get you no where. Research your market, look at what they like and talk to people that will guide you in a direction that will help capture these people and help them become loyal customers. Don't be afraid of something new, embrace it and reap the rewards.

Cillian Griffith
Graphic Designer and Web Designer
Mini Design
your specialist in small business graphic design

 

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