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Content about Communication design

May 3, 2012
Advertising in the Yellow Pages

PEMBROKE, Mass. — Tips to create attention-grabbing line and box ads

PEMBROKE, Mass. — The Yellow Pages are dying, but they aren’t dead yet.  Many consumers over 40 still use them as their first shopping resort. Every household still has them.

Most dry cleaners put line ads in several area books, and one or two competitors have standard bullet box ads that aren’t terribly effective. What that means for you is that you can more easily stand out and that you can bargain for a better price.

New residents use this resource to find whom to go to for dry cleaning. Transients use Yellow Pages to bring a load of clothing. Others use the book to find a special service, such as drapery cleaning. Angry patrons might use Yellow Pages to discover another source.

If your market is stable, without many comings and goings, you probably only need a line ad. But if you have a mobile market, with quite a bit of movement, then you might at least try a box ad.

August 19, 2009
Get on The Brand Wagon

What your business means to customers begins and ends with branding. You’re in the cleaning business. If you have a plant, a store or a truck, you’ve already branded your business, whether you know it or not.

Branding is how the public views your business and — directly or indirectly — you. You can mold that image, or you can let it take its own course. Either way, you will develop a brand. If you deliver a poorly pressed shirt, you may lose a customer. Manage your brand poorly, and you could lose your business.

March 4, 2009
Advertising in Tough Times

Your first reaction to a sales slowdown in tough economic times is to cut spending on advertising, isn’t it? But doing so is probably one of the most expensive things you can do.

Most of the people trying to fix the economy now don’t advocate saving more money or cutting down on debt; they’re calling for increases in spending. And while spending yourself out of a bad economy seems to make as much sense as a drunk drinking himself sober, the experts are correct — spending will be part of the solution.