Design Issues
Phoenix Freight has used external designers, particularly for business cards and letterheads. Both are also good examples of materials that few companies would bother to print themselves, since they require specialised paper stock. While it is possible to purchase business card packs for printing cards, these are normally separated via perforations, which can create an unprofessional impression.
However, other design tasks have remained in-house. "The design aspect is actually done by me," Vella says. "The latest version of Microsoft Publisher is very good; you can create a lot of effective material in it. Adobe PhotoShop is also very useful."
For basic flyer production, a word processing program such as Microsoft Word may prove sufficient for your needs, and is likely to be a requirement for other aspects of the business anyway. Make use of the built-in templates in any such program as the basis for your design. These have been created by professional designers, so you're effectively able to take advantage of them at no cost.
The Online Element
While many businesses still rely heavily on traditional print marketing, internet activity such as website development and online advertising is now playing an increasingly important role. While that can require some different skills, in many respects the two approaches are complimentary.
At the most basic level, graphics such as company logos can be readily redeployed for use on your website. Make sure that the logo is resized to an appropriate scale for the internet, as a print-quality graphic will contain detail that isn't visible on a typical PC monitor but will take extra time to download. Many graphics programs can perform this task for you automatically.
Ensure a consistency in design between your site and other promotional items. It's disorienting for customers to visit your website (which should, of course, be referred to in any marketing material) and then encounter something which looks so radically different it could be a different firm. One approach is to employ a professional designer to create basic templates for your site and marketing material, and then update them yourself as circumstances dictate.
Also make sure that your site is up to date and contains references to any current marketing campaigns, to avoid the risk of looking disorganised. (There will be occasions when this isn't appropriate; for example, if you're running a campaign offering discounts to loyal customers, then offering the same discounts online to anyone who happens by the site will undermine the credibility of the offer).
Just as you can run a traditional marketing campaign by sending printed brochures to customers and tracking response rates, you can also send out email brochures. While it's possible to manage this process entirely yourself, you may need specialised software, and possibly the consent of your internet service provider (ISP). Many ISPs automatically block large groups of email sent from a single email address in order to discourage spam. To ensure you comply with Australia's anti-spam laws, get explicit permission from your customers before using their email addresses in this way.
Finally, while you can fairly easily design your own site, for most small businesses it doesn't make sense to actually host it yourself. Using an external hosting provider will usually be cheaper and more secure, an area where the DIY ethos has some obvious boundaries.
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