Ask any business expert what really matters during times of economic instability and they will say that continuing to market your business is critical. Yet, in business, matters of creativity and design are often seen as something nice to have if you can afford it, but easily cut during uncertain financial times. Historically, when money is low, the arts and artists feel it first.

Existing businesses are struggling more, and people are losing jobs and going out on their own in droves, making competition fiercer than ever. How can they stand out and be seen - if not by marketing and advertising? And if you are going to spend the time, money, and energy, why bother if not with good design? Online or off, good design gives credibility, visibility, and consistency. It can even make economic sense, if approached strategically.

Do It Yourself Branding: We all have heard the adage that a picture is worth a thousand words. When a business is seeking higher visibility, often the projected image makes them memorable. As you are competing with other companies selling the same service or product, there are many things which can set your business apart - but FIRST you have to get the customer's attention. On first impression, the only differentiation between you and your competition may be your branding and image. And that is achieved with graphic design.

Good design leads to communications consistency. Studies indicate that a prospect must hear of or see your business numerous times before it will spring to mind unbidden. Having a consistent and memorable message and image can help accelerate recognition and therefore speed up the branding process.

Imagine this: you are at a seminar listening to a dynamic speaker and you ask him to send you more information about his company. When the package arrives, you are surprised to discover the information is barely readable, the colors clash enough to make your eyes ache, and there is a good chance the charts were done by a five year old. You will probably overlook all this, because you met this gentleman, and you already know he really knows his stuff. But if you received this marketing collateral before meeting and hearing him, it is likely you would question the consultant's credibility and professionalism.

When you visit a business on the web, navigation and content on a web site are extremely important, for it is the visual design which lends credibility and indicates the professionalism and quality of the business. Consumer Web Watch reportedly found that "Design Look" (46.1 percent) and "Information Design/Structure" (28.5 percent) were the top factors people used to determine credibility of the business they were visiting online.

Having a quality product or service is terrific, but it is not enough if no one can see you, or if no one knows you are there. What better time to let the world know that your business exists, than when your competition is hunkered down and not marketing? Perhaps they are marketing, but doing it themselves, on the cheap and poorly designed - this, too, presents an opportunity differentiate your business. Professional design can improve your business image and communications, and it is good for economics. A good image offers increased, positive exposure and differentiation from the competition. Improved communications assures your message reaches your audience, and is received. Economically, good design increases sales through increased acceptance and awareness of your products and services.

How can you afford not to be sure your business is well designed?

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Eileen Parzek is an award winning graphic and web designer providing digital and print graphic design and web design services. Always found at the intersection of information, creativity and technology, her business, Business Design Studio (www.businessdesignstudio.com) helps small businesses make a big impression.

The Internet is a powerful tool for business. It displays your products to the world 24/7 without huge costs to the organization. I have met many business owners who will put a web site on the Internet and not do any follow-up with that site. Web traffic is like any other traffic to your business. It needs to be tended, fostered, advertised, and promoted in various ways.

One of the fastest ways to drive web traffic is through social media networking and direct mail.  But how does a business do this properly?  The first evaluation should be based on what you are trying to accomplish.  If you have a national or international product that involves shipping and delivery to various locations, you would use a form of "direct mail" or directed traffic via Ad-words on Google or advertising through social media and promoting your product through distributors web sites or other types of targeted advertising.  Most local businesses, however, rely on a very small demographic area for their "bread and butter" business.  A restaurant, a club, a retail store, or other highly localized business that relies on "foot traffic" would be better served by using both ground-based and Internet advertising.

Many companies do not have the resources to do a full web presence (which can cost upwards of $10,000) to develop, nor do they really need a "fully-functioning" web site with shopping carts, databsases, etc.  What they really need is a nice informational site that can be promoted through social media (which is free, although you do have to tend it) like Facebook, Twitter, You Tube, etc. and through ground-based advertising which is targeted to specific areas of the city or town in which the business resides.

For businesses in Ogden and Salt Lake, Ogden Blue offers unique direct mail services that can help boost awareness for your business.  There are several options available, and some are very low-cost for the amount of people reached.  Direct Mail pieces should have a clean design that is used to point people to your web site where people can more fully get acquainted with your services and offerings.  In spite of what you might think, there are some very low-cost, new options where expensive mailing lists and first-class or even standard postage is not required.

This year, the Postal Service introduced a new product called Every Door Direct Mail (EDDM).  This delivery service is available at half the price of Standard Mail, and your mail can be tailored along delivery routes to hit the main target area or demographic that you wish to reach.  Look at the rates below:

With these rates, Direct Mail becomes a low-cost way to directly target and mail to a specific demographic area.  

Ogden Blue just did a mailer to 3,500 people about our services.  This mail piece directed people to our web site where we are running a contest.  Total cost of postage was $507.  For our customers who are printing and mailing, that same reach would have been around $900 total cost (Ogden Blue charges an additional $.02 per piece to deliver the mailer to the individual Post Offices).  That is a lot of people exposed to your product directly in your targeted area for very little comparable cost.

The nice thing about direct mail is that you are not competing with other offerings, as you would be in other print media.  Your piece is seen directly by the person without distracting messages surrounding it.  When this is coupled with a direct or targeted message telling customers to visit your web site, it can be a powerful tool in raising the awareness that your business exists and the types of offerings you have.  

 Think about how this could impact the number of people who know about your business in an area.  Typically, restaurants, retail, and other local services only pull customers from a 5 - 10 mile radius.  If this matches the description of your business then Direct Mail might be an option for you, especially if you are newly starting up your services and need a jump start on getting customers through the door.

WHy the new web site?

For anyone who saw the old web site, I think you will understand why we really wanted to update this site!  When I came to the company two and a half years ago, there were a lot of pressing issues that needed to be taken care of, and the web site just seemed to drop by the wayside.  We really concentrated on becoming a top-notch printing firm during that period of time, and we have done an outstanding job on offering unique services, stellar customer service, and a fast, easy printing experience.  The web site is more about customer service to me.  Is there a way that we can help you get stuff done faster, easier, with less hassle?  I hope that is what the new web site will be all about.

This site now gives us the ability to change the information here ourselves.  We get to blog and converse with you through it.  It links to our social media, so we can let you know about all the great services and specials you can find at Ogden Blue.  In other words, it helps us continue the conversation with you, and helps us deliver a higher level of service than we could before. 

New Features

We have a lot of new features and a new look.  Our new look, which some of you have seen, reflects a bit better the new Ogden Blue.  We have had blueprinting services for a long time, but a lot of people didn't know that we also do color printing which is reflected in the new logos.  We have some amazing digital presses that give incredible quality... right here in Ogden so you can keep your business local.  Our six color bars reflect the six ways that we can serve you, and each one represents an area in which we can help you express yourself as you want in print, art, and design.

So... we have added a File Upload area, where you can send your print files to us.  You can also contact us directly or learn about the different kinds of services we offer.  We have an Art Knowledge base coming soon, where you can learn a little about the different types of products and how they are used.  You can join a newsletter that can help you track when art classes are, what specials we are offering, and hear about great new products that we are bringing on-line or into the store.  There will be specials that you can only view on-line, and we will have contests that will run.  For instance, right now, you can win an iPad by just printing with us or by joining our newsletter forum!

 We are happy that you decided to check out our new web site, and I hope you find it enjoyable, informative, and easy-to-use.  I also hope it saves you time, helps you learn, and helps you save.