Get Picked Marketing Booklet

GET PICKED
incorporating
of Corsham

BE A GREAT
BIG BRAND
STRAWBERRY
Why are strawberries red? And what the pip has that got to
do with marketing? Bear with…
Birds know that red berries are the ripest and tastiest.
Strawberries have evolved to advertise their tastiness by
changing colour to an intense red. What’s in it for them?
Birds eat the fruit, can’t digest the seeds and scatter them
around the area.
This made us think. We’re all in business to attract attention
and get picked. Right? The trick is making sure it’s us that
customers want to pick.
And that’s where branding comes in.
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THIS IS NOT
THE TIME
TO BE SHY
Your logo is a visual shortcut which reminds people who you are.
There’s a famous study which shows the more someone sees a
picture or name, the more likely they are to pick it. Familiarity
leads to trust. And subconsciously, when faced with a choice, we
choose the more familiar name. It’s automatic.
That’s how branding works.
It’s not that the Mona Lisa is the best picture in the world.
It’s just that we’ve seen it the most times. It’s familiar.
And this logic applies to your brand.
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REBRAND IT
AND THEY
WILL FREAK
Every so often the press reports some company
rebranding costing eleventy bazillion quids. And the
crowd goes crazy. ‘What a waste of money’ they squeal.
We design corporate identities for businesses like yours
every week. For a lot less than eleventy bazillion quids.
But let’s think about your logo for a moment.
How many times will it be seen?
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THE MAGIC
£0.0001
PER VIEW
You should be proud of your logo. And liberally plaster it
everywhere.
You’ll definitely use it on your website, your business cards and your
stationery. You’ll use it on your brochures, folders and price lists.
You might even use it on billboards, signage, vehicles or uniforms.
Over its life, how many times will it be seen? How many people drive
past your premises each hour? How many visit your website each
day? How many punters do you serve each week? How many mailers
do you post each month?
Your logo could be seen MILLIONS of times each year.
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IT’S SOOO
MUCH MORE
THAN A LOGO
Some people think a “brand” is just a logo.
Got a logo? That’s my branding done. Tick. That was easy!
But it’s much more than that. Your brand is how customers
describe you to their friends. It’s the way you answer your
phone. The way your website reads. The language in that
handwritten sign in your reception. How your team react when
a customer walks into your place.
It’s how you make them feel.
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CUSTOMERS
ARE JUST
THE START
You might be hiring staff right now, or have plans to in the future.
Your brand matters here too.
The marketplace for talent is competitive.
Applicants will be deciding whether they fit into your tribe.
Whether your brand matches their beliefs. To attract and retain the
best talent, your brand story is important.
Before you get to pick them, they’re choosing whether to pick you.
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MYSTERY
SHOPPING
YOURSELF
Sometimes it takes a fresh pair of eyes to look at your business in a
new way. To look at it like a customer does.
But that’s hard for us to do ourselves. Our automatic, or ‘system 1’
mind, blanks out details we see every day. We become blind to the
way our business looks. That’s our brain’s way of protecting us from
information overload. But it’s dangerous.
You could ask a friend to review their experience, as if they were a
client. But an alternative technique is to take photographs of the
journey a customer would take and print them out. You’ll be surprised
at the results and the insights you get from looking at your business
through a lens. The same applies to your website.
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REBOOT
REFRESH
REPEAT
Your mystery shopping exercise might reveal some things that
need attention. Your website review might show some things that
are unclear or confusing.
Not everything goes to plan. Things evolve. You keep meaning to
do that new thing. Then life happens. Things get in the way of our
best intentions.
Let us help. Branding is our business. We’d like to be involved
from the start of your refresh. We can be a second pair of eyes.
We can be your mystery shopper. Ask us to experience your
business as a customer and let’s start building the next chapter of
your brand story.
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PERCEPTION
IS PART OF
YOUR BRAND
People make a judgement about the quality of your
business, based on the feel of your brand. Everything.
The overall experience.
If your website is out-of-date, if your brochures are skimpy,
if your marketing looks amateur then customers will
subconsciously judge you.
Make yourself look irresistible. Get picked.
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FOLD THEM ANY
WAY YOU WANT
When you’ve got more to say, avoid trying to cram it all into one space.
Make your content more digestible by having your leaflets folded. That
way, you can let the story unfold, page by page, in a logical order.
Our most popular folds are shown below, but we’re like experts
in origami. There are lots
more choices online.
4 PANEL ROLL
Folded into 4 panels, with each panel
tucked inside the previous. Available on
4 panel DL, 4 panel A5 and 4 panel A4.
HALF
Folded in half on long edge.
Available on A5 and bigger.
3 PANEL CONCERTINA
Folded into 3 panels, like a concertina,
into a ‘Z’ shape.
Available on A4 and bigger.
LANDSCAPE HALF
Folded in half on short edge to make tall
or skinny shape.
Available on A5 and bigger.
4 PANEL CONCERTINA
Folded into 4 panels, like a concertina,
into a ‘M’ shape. Available on 4 panel
DL, 4 panel A5 and 4 panel A4.
3 PANEL ROLL
Folded into 3 panels, with the third panel
tucked inside the others.
Available on A4 and bigger.
CROSS
Folded in half, then half again, to end up
quarter of original size.
Available on A4 and bigger.
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TELL YOUR
STORY IN
A BOOKLET
Did you read that there’s been a resurgence in printed book
sales? People are buying fewer ebook readers and returning to
the printed word.
Why? Because print captivates like almost no other medium.
All the biggest brands use booklets to share their story.
Consider how you could turn your business story into
something more than a price list.
Use full page imagery on left pages and short paragraphs of
text on the right, like we’ve done here.
Give your message room to breathe and get picked.
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of Corsham
www.corshamprint.co.uk
The small print: We don’t build every option into our brochures – we think it’s best you choose what you need – we haven’t included file checking or
artwork (which we’d love to do for you), carriage (you can pick up free) or VAT.