Category: Marketing

Bigger Isn’t Always Better

Wednesday, October 22nd, 2008

In the graphic design industry, companies always seem to think the same. I’ve worked in a ton of design studios and all of them targeted the same fortune 500 companies within the drivable region of them. (more…)

Chamber of Sales

Wednesday, October 22nd, 2008

Going back three years ago or so, I joined the local Chamber of Commerce in Roxbury, New Jersey. I didn’t expect much, but it has honestly been a very good thing for me.
As anticipated the chamber is full of small businesses, banks, financial professionals and other companies that I thought would be very little help to my sales efforts. However, since joining the Roxbury Area Chamber of Commerce I have unexpectedly gained several very good clients and many good vendors. The chamber is not about going to one meeting and trying to get a sale. The sales are made by building relationships with these other business owners. Trust and reliability are two of the most important things in sales. Show that you care, that your on time and that your a friend. After that, the sale will come easy. Now I participate as a board member and act as Marketing chair. Paul Kiesche Design has since redesigned the RACC stationary, membership form, website and more. Networking is always a terrific way to get business and with the current economy it can’t be ignored.

Cold Calling? Ugh…

Tuesday, September 16th, 2008

I have had great success so far with cold calling. I don’t like it any more than the rest of you, but it seems to work for me.

We do very very targeted mailers to only a very select few people at a time. We do our research so we are prepared to talk to them. We always send an introduction mailer that is very interesting to look at. It’s hand written and has a big impact. When I call, I always start with a big smile, so helps the mood. I start by asking if they got the letter I sent and they usually say no until I describe it and they always remember. Many of them have been waiting to talk to me or had it on their list to call me. It’s all about multiple hits to a very targeted audience that has a need for your service. And don’t spend any time on people that are trying to blow you off, there are too many people who want to work with you. Also, appeal to their egos, everyone loves talking about their companies. I’m a very digital/print person, but you can’t beat in person or phone, so I use them together. In our latest campaign I made 30 calls and have had many good conversations which lead to 15 or so meetings which lead to 3 new clients so far. We found a whole untapped market as well. I think that is a great success.

Finding Freelance

Monday, August 25th, 2008

Many designers and companies choose to turn to sites like,, and others to find freelance work. Although these sites are a good concept, they don’t work. Before posting a job or looking for work there, check out this post on Linkedin.

These sites are overrun with undervaluing, underbidding designers which do not create quality answers to marketing problems. It’s also overrun with offshore designers who don’t understand local marketing and get a lot lost in translation.

Is the quality of your service reflected in your marketing?

Saturday, June 21st, 2008

Invest in good marketing. Your website, brochure, logo, business card or any correspondence is a representation of your company. If you produce quality products or offer high end services it needs to be reflected in your branding. How will anyone think you offer high quality services if your handing them a cheap looking brochure?

Your business card or website is the first opportunity you have to make a lasting impression with your prospects. Good design, copy and printing elevates the level of clientele you are getting. It boosts company morale and it helps to establish you as a leader in your industry. Good marketing helps you portray your company correctly to the exact target audience you are trying to solicit.

Just as good marketing helps you achieve your goals, bad marketing hurts you. Be cautious of creating a website or collateral that is sub par. Even if you are a great sales person and have a great product, your site and collateral acts as a qualifier for that potential client and will set their expectations. Investing a little more in marketing and doing it right the first time will make the difference in how you are perceived. Do it right the first time and save yourself a load of headache.

Just remember branding your company is exciting, so have fun with it!

Designers Unite

Thursday, May 29th, 2008

Here are two industry sites that are dedicated to subjects I strongly support.

Stop Work For Hire
– Don’t give away your work. If a company wants you to sign a WFH aggreement, there is a reason and they are trying to take advantage of you.
If you do sign one, increase your price to include all uses for the design.

No Spec
– More and more clients are asking for a sample job. This is considered Speculative work and is killing our industry. I know several companies that have closed or almost closed because they spent a ton of time and money trying to get jobs doing spec work. This destroys your profit margins, compromises the design work and hurts the industry.