When it comes to advertising and promoting your business, getting the most out of your budget is crucial. To achieve this, it’s important to understand how to effectively collaborate with your ad agency or graphic designer. In this article, we will explore the key aspects of maximizing your advertising efforts while emphasizing the advantages of working with Corieosity, the leading print company in Gwinnett.
Differentiating Between Agencies and Designers
In general, graphic designers focus on specific projects under your guidance. For example, you might request a Halloween event ad design and provide the designer with the necessary text and party theme. You will then be responsible for booking the ad with the newspaper, printing flyers, creating posters, and so on.
On the other hand, ad agencies play a more active role in planning your event promotions. They collaborate with you to create an ad schedule, suggest appropriate promotional tools to reach your target audience, evaluate the effectiveness of your campaigns, and negotiate ad and printing rates on your behalf. They can also assist with selecting promotional themes and writing compelling ad copy. Although these additional services come at a higher cost, allowing your agency to handle negotiations and bookings can potentially save you money in the long run.
The Power of Planning Ahead
Whether you are working with a designer or a full-service agency like Corieosity, planning ahead is key. By planning your advertising initiatives a year in advance, you can secure better ad rates. Allocating a few extra weeks for printing flyers will help you avoid costly “rush printing” charges. Additionally, providing your designer with ample lead time will ensure a more polished and visually appealing result.
Understanding Lead Times
A typical small agency usually requires final “concept and copy” at least a week before newspaper deadlines, four weeks prior to distribution for printed materials like flyers (to avoid rush charges), and six to eight weeks ahead for complex projects like die-cut and folded invitations. Many business owners question why final copy is required so far in advance. Some may ask designers to create a design first and add the text later. However, text and typography play crucial roles in creating a visually appealing piece. Therefore, if you want your advertising to make a strong impact, make sure to provide the copy when you assign the job to the designer.
Exploring Design Concepts
When collaborating with a new designer or promoting a significant event, you may want to review multiple design concepts or different versions of the artwork. This aspect can extend the timeline by one to two weeks (or more for highly intricate ads), and naturally, it will entail additional costs compared to a single design.
Effective Communication with Your Designer
When ordering work from your design firm, it is vital to ensure they understand your target market and the image you want to convey. For instance, you may review a design and think, “This doesn’t appeal to our target audience.” Another business manager might view the same ad and say, “This design is too eccentric for our customers.” Sharing ads you admire (and dislike) will assist the designer in grasping the aesthetic you desire for your business.
Addressing Concerns about Design Outputs
Of course, if you strongly believe that an ad damages your image, fails to convey your message, or deviates significantly from your requirements, it is best not to run it. However, it’s crucial to avoid the temptation to excessively micro-manage the design. You are paying the designer for their professional expertise, and their judgment regarding layout, typefaces, color choices, etc., is likely superior to yours. Excessive changes to their work might discourage them from delivering their best efforts.
Building Trust and Collaboration
To ensure effective communication, it is vital to have one designated person from your business interact with the design firm and possess final authority over all design and copy decisions. Many agencies insist on this practice. When conflicting input arises from multiple individuals, it becomes challenging for the designer to produce their best work. While you can discuss the design with everyone involved, appointing a single representative to provide feedback to the design firm is crucial. Some design firms facilitate meetings where all parties can contribute ideas and feedback, as long as one person represents the client for final input and decision-making.
Embracing the Power of Integrated Design Services
While we have focused on print advertising and promotion thus far, the internet has become a vital promotional tool for most businesses. Print design, web design, and email promotions require distinct skills and tools, potentially leading to engagement with different firms for each task. However, there are notable advantages to finding a single company capable of handling all your design needs. Such a firm, like Corieosity, can ensure consistent branding across print and web communications. By providing your event information and promotional goals to one organization, you can streamline the placement of print ads, website updates, and email invitations. Some firms can also assist with additional design tasks, such as menus, signs, and promotional items.
Choosing the Right Size Firm
In order to access a comprehensive range of services, it is advisable to work with a mid-size agency or design firm. Consider the advantages and disadvantages of selecting large or small agencies:
- Individual designers or very small agencies offer personal attention and often lower rates. However, you might need to work around their schedule if they are unavailable, and you will have to find a new designer if they change jobs. Furthermore, individuals and very small agencies may not provide a complete package of design services.
- Mid-size firms offer slightly less individual attention but provide a broader range of services. They employ multiple designers, allowing them to meet your needs even if someone is unavailable or if you require substantial work for a significant event.
- Large firms offer a full spectrum of services and a sizable staff to fulfill all your requirements. However, unless you are a major client, you may receive limited personal attention. Typically, smaller accounts are delegated to junior designers and trainees in large firms.
Choosing the Right Design Firm
Above all, it is crucial to select a design firm whose work you admire. Request samples and references, and if possible, arrange a meeting with the designers before making your decision. Consider whether you want to hire a design firm and manage the ad planning and placement yourself, or if you prefer an ad agency that can provide additional assistance with your promotional planning. Corieosity, as a comprehensive print company in Gwinnett, offers design-only packages as well as full-service options.
Effectively Evaluating Your Advertising
When engaging in advertising, it is important to establish how you will measure its effectiveness. Experimenting with different advertising formats over time can help identify the strategies that work best for your business. Implementing coupons and special offers enables you to gauge the response to your ads accurately.
Refreshing Your Advertising Campaigns
Remember that even the best advertising campaigns lose their impact over time. Therefore, it is essential to plan and budget for periodic reworking of your advertising. Most designers respond enthusiastically to the opportunity to create something new for a client. Freshening your advertising every 6-12 months will yield the best results for both your design firm and your customers.
Conclusion
In conclusion, maximizing your advertising budget requires a clear understanding of how to collaborate effectively with your design firm or ad agency. By planning ahead, establishing appropriate lead times, and fostering open communication, you can ensure successful advertising campaigns. Choosing a design firm that meets your needs, integrating design services, and periodically refreshing your advertising are additional strategies for achieving optimal results. When considering print companies in Gwinnett, Corieosity stands out as a leading provider. We offer a range of comprehensive services to enhance your promotional efforts.. Contact us today to see how we can help your business thrive!
