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Graphics Savvy - Displayit® Event Marketing & Trade Show Newsletter
Sent 12/01/2005 - Josh Axelberd - Displayit.com
Once the tricky effort of artwork design has satisfied your objective, you want it to look perfect in live form, right? So what's going to achieve that? How can you be assured you are getting the most out of the output? Lightjet and Lambda's graphic production technology advancements over the last five years surprisingly enough really haven't changed. Both solutions digitally produce an image with continuous tone. The premium request remains Lambda because it guarantees 100% photographic quality.
However, it really depends on your specific artwork so leave it to the experts to advise what the output will resemble before it's put into production. Savvy marketers are asking their graphics production houses, like MegaBytes in Atlanta, “How can I present differently and what can I do to stand out from the rest?” Ginger Singleton has been in the graphics production industry for 20 years. “I tell my clients you've got the best graphics quality possible with either ink-jet or Lambda, now it's what medium you're going to present it with” says Singleton. “Differentiation is critical and the only way you can do that is to find a medium to adhere your graphics to that is out of the ordinary and you don't always need a hefty budget to achieve that”.
Tips Singleton suggests for graphics achieving successful impact are:
- Of course, consistency with your marketing message. Confused prospects lead to longer sales cycles or lost opportunities. A consistent marketing message has solid long term rewards!
- Don't make your graphics message too busy. You've got a great product and service and 101 reasons why clients should buy, but narrow your message in your graphics down to one or two things you want to pronounce in order to DRAW THEM INTO YOUR AREA. Now your sales people and your collateral, the product itself you place nearby can tell them aaaall the rest. Don't try to write every benefit and bell or whistle in your graphics. They can't read it all and guess what? They won't.
- A single image that has power is not sacrificing flexibility. Help your future customers cut through the clutter in order to find you. They'll be happy you did.
DESIGN TIP OF THE MONTH: Using Contrast Like a Pro
"Good, clean contrast is a key factor in compelling graphic design. Make colors different enough from each other that it's clear they are in fact different. Same with fonts. Use sparingly, but be sure the ones that you do use differ from each other significantly - otherwise, it's uncomfortable and looks like the piece is disjointed. The same is true for sizes of elements on your ad, trade shoot display or web site - vary the sizes of elements, and make one item the 'star'. "
Mark Misenheimer, Creative Director/CEO
Misenheimer Creative, Inc.
ASK THE EXPERT CORNER
Buzz was, "ROI, ROO, Accountability"
Buzz is, "Justify Justify Justify"
So...How do you justify marketing events and/or trade shows?
Our featured expert is Michael Makropoulos, Managing Partner with NTrinsic. Here's what Michael Suggests:
- Demonstrate how other companies have used metrics to improve their bottom line.
- Clearly define your marketing goals for the event.
- State the event's business objectives in order of priority.
- Identify the target audience of decision markers who will likely deliver the results during or after the event and demonstrate the value of your measurement tools: Prior to your event survey a sampling of attendees as to what they expect out of the event, measure their interest level while they're there and have a simple way to collect measurement from them post event.
- Compare this event to events done in the past and show how changes will lead to a better outcome.
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